The Russell Brunson Show - Storytelling, Niching, and Selling: Q&A from the Selling Online VIP Session!

Episode Date: December 16, 2024

This week on the Marketing Secrets podcast, I hosted another exciting Q&A session packed with game-changing strategies for entrepreneurs, business owners, and marketers looking to level up their game. These sessions are where the magic happens as I dive deep into your questions and challenges, offering tailored advice and actionable solutions. We tackled a variety of challenges this time, from attracting high-caliber clients to fine-tuning complex offers and crafting the perfect pitch for niche audiences. I shared insights on identifying unique frameworks that differentiate your business, leveraging storytelling to sell high-ticket offers, and structuring events that drive value and engagement. For those wrestling with market segmentation or feeling overwhelmed by broad opportunities, we uncovered the power of niching down and leading with what truly lights you up. Key Highlights: Attracting Premium Clients: Learn how to create offers and events that draw top-tier audiences. Simplifying Complex Offers: Discover strategies to streamline your pitch for clarity and impact. Storytelling for Sales: Explore how to use story-selling to build trust and close high-ticket deals. Overcoming Overwhelm: Find out how to niche down and focus on what drives passion and long-term success. Monetizing Expertise: Get tips on structuring premium offers that align with your unique skillset and market demand. Whether you're looking for inspiration, tactical advice, or both, this episode has something for everyone ready to take their business to the next level. Tune in now and transform the way you approach your goals! And if you want to enjoy the Marketing Secrets Show ad-free, check out https://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

Air Transat presents two friends traveling in Europe for the first time and feeling some pretty big emotions. This coffee is so good. How do they make it so rich and tasty? Those paintings we saw today weren't prints. They were the actual paintings. I have never seen tomatoes like this. How are they so red? With flight deals starting at just $589, it's time for you to see what Europe has to offer. Don't worry, you can handle it. Visit airtransat.com for details. Conditions apply. AirTransat. Travel moves us. With TD Direct Investing, new and existing clients could get 1% cash back.

Great! That's 1% closer to being part of the 1%... Maybe. closer to being part of the 1%? Maybe, but definitely 100% closer to getting 1% cash back with TD Direct Investing. Conditions apply. Offer ends January 31st, 2025. Visit td.com slash DI offer to learn more. What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. This week, we are doing another, the last of the year, the last Selling Online event of this year. So if you've yet to come to Selling Online, this is your last shot. Go to sellingonline.com. We start, this episode should be dropping on Monday and the live event starts Tuesday. It's Tuesday, Wednesday, Thursday. And then Friday, we do actually

a special VIP Q&A day. So I was actually going to share with you some of the Q&As from the last Slang Online event. They were very interesting and cool and I think there's a lot of value for all you guys. We've been hearing really good feedback on all the Q&A calls. You guys have liked hearing those and hearing behind the scenes of stuff. So we're going to give you guys some Q&A calls from the last Slang Online event but I'd highly recommend going and registering and coming to the next event.

Again, it's this week's last one of the year. If you come, we're going to teach you how to create a one-to-many presentation, how to create a level 10 offer, and how to create a virtual stage. And it's the best event I do. Do not miss it. It's a hundred bucks, the best hundred bucks of your life, and it'll give you the foundation you need to launch into the new year. So with that said, thank you guys so much.

I hope you enjoy the Q&A episode from the selling online event, and we'll see you guys all soon. In the last decade, I went from being a startup entrepreneur to selling over a billion dollars in my own products and services online. This show is going to show you how to start, grow, and scale a business online. My name is Russell Brunson, and welcome to the Marketing Secrets Podcast. Let's just get right into it. Clayton, who do we got? The first person we have is going to be Sebastian Jimenez. Sebastian, what's up? Let's bring Sebastian on camera. Hey. What's up?

Hey, Russell. So I run a live streaming studio, kind of like similar where you are right now. We've had some people from your inner circle coming through. We've had Devon bond do mc for them my question is how do i reach these people like that these high caliber people that have like high-end live events they're not going to spend 90 minutes on a webinar for me to sell in the studio so like how to approach like with your funnel structures, with your strategies, how do I attract people

like inner circle type of clients to come to the studio and do live events? So you're trying to hold that level to come and do events in your studio. Is that correct? Right, yeah.

So we sell, we run the studio basically and we run the technical part for them. So they come in, they do their, you know, their event and we run the technical part like the Zoom part, all the technical side of things.

Very cool. So a couple things. Like if you want to track like that caliber, people that are making a million dollars a year and beyond, right, you just got to look at like what is it that they're – what is their pain point? What are they desiring, right? What is the problem they have? For most of them, especially nowadays, like most people know they want to run events or they don't. I look at Barry and Blue. So Barry Baumgartner and Blue, they help us run Funnel Hiking Live. When COVID hit, they're the ones that built Tony's

studio and their own studio and stuff like that. And the way they get people to come in their studio is that they teach people how to run live events, right? They have a course, they have a framework, and they teach the thing. Someone goes through the thing, and then from there, they upsell people like, hey, come do the event with us over here. I watch Eileen Wild. They're very similar. Eileen teaches people public speaking and then people pay her for public speaking. She has a $250,000 consult day.

They pay $250,000 for her to consult them on how to structure an event and then from there, they go and they run an event and she'll come and speak at it and stuff like that. But it's like, that's what you got to do.

You got to create something like that that's going to be like showing somebody how to run an event in their business. Right. And so maybe, I mean, you said that people like that wouldn't spend 90 minutes on a webinar, but I think you'd be shocked. I saw people in the inner circle after spending 90 minutes on a webinar. So like they, they will, but it's just like the hook's got to be right. Right.

So it's like, you got to find someone who maybe it's like, they're an author, but they don't have an event yet. Or they're a, they have a webinar, but not an event yet. Or looking like they've got part of the value ladder, but they're missing this piece of it that you have. It's like you're coming in and teaching that framework of like how inserting this piece would be the missing link for them, right? Does that make sense? So I'm looking, yeah. I'm looking like, for example, one of our clients is Andy Stickel.

He's in your inner circle. And he knows how to run the webinars better than me. I mean, he's one of your best students, and they make a lot of money when they come here. I feel like I can't teach him anything on how to run the webinar, on how to run the event, but I can help him run the technical part. And that's kind of what I'm struggling because I can't teach him how to run the event. I can't teach him how to run the event itself. I can't help him.

Why not? Have you watched people do events before? Have you learned any unique things by running people's events, running in the back of the room? On the technical part, yeah. Not running the actual webinar. You don't know. I think a big part of it is that's got to be your role, man.

You've got to start figuring out what's the unique thing that you bring to the table, right? Barry Baumgartner, she brought out her framework for how they run events. Like that's the unique thing that people come to her to learn and they wanted to have them do the events for them, right? If you want people to come to events, like you've got to have some secret sauce, like some kind of framework, something you do that you've discovered or you learned. And if it's not you, like it can be your clients. Like the way I got into Dan Kennedy's mastermind originally is I bought a CD course that was all of Dan's clients talking about growing their business. I was like, that's amazing.

So if you got people doing events, like every time someone comes to an event, you should come and like interview them. Like what are the top 10 things that you do in your events? You know, that, uh, they're different or something like you can like become the reporter and like, you're the one who's, who's doing these things. You have the event structure. So like you could be interviewing other people who are doing events and that could be the unique frameworks and unique ideas you're bringing to the market. But that's what you've got to do because that's what's going to set you aside from everyone else versus them just setting up their own studio like I did or not doing it at all or whatever that might be.

And so that's what I'd be looking at. Could I build on that for a second? Yeah. I think one thing, too, is sometimes there's a very small tweak between that for a second? Yeah. I think, I think one thing too, is sometimes there's a very small tweak between making something a level 10 opportunity, right? Is one of the things that I think you may have a limiting belief about is you just mentioned inner circle or just a specific group of people, how many other people out there? And yes, of course we need to niche down, but there might be other people too, that you can reach out to, that you can teach how to run these

events, add that secret sauce, et cetera. But I mean, I think there's some nuance between a level 10 opportunity and what Russell said too, with the hook. Can I, can I, I think the level 10 opportunity would be because, uh, events, uh, I'm looking at building out a bigger event center. And like, I keep thinking about this, like, how do I get, like, do I let people pay me to do an event? And that's okay. But I was like, the bigger opportunity is like, find the best people in the world and have them come to events for free in my office, right? Like, Hey, you guys can use my facility. We'll do run the whole thing for you. We'll structure, we'll help you to the back of the room, sales of everything. And we just want 20% of sales. So instead of like just renting my

room for, you know, 30 grand for the day, it's like, man, come do the event for free. We'll run everything. And you do a $3 million pitch. We get 20% of that. And now it's like, that's a level 10 opportunity, I think. So it's just restructuring how you're doing the fulfillment of it as well. For sure. That's awesome. Thank you. Awesome, man. Thanks, man.

Give him a hand. That was a great question. That was good. That's a unique opportunity too. All right. Let's keep going, Clayton. Who else we got? The next person we have is Miro.

Miro. All right, Miro. Welcome out. What question do you have for Russell? Awesome. Yeah. Thank you so much for doing this, Russell. So my question is, I have a very complicated offer with a lot of moving parts, and I'd love to hear you simplify it and hear how you would pitch it. Okay, cool. So I run a personal brand accelerator. Essentially, we give six-figure personal brands every single input that they could need in order to scale to seven or eight figures. So we build their offer and market selection. We do their personal brand

identity development. We do their content strategy. We build their content team, their ads team. We place their setters, their closers, their triagers. We build all their backend systems and funnels. It is productized, the entire service. So it's still running very leveraged, not 80% margins, but there's so many moving parts. We essentially give personal brands everything they could possibly need to scale the seven or eight figures. And I need a simple way, an effective way to pitch that. Gotcha. How do you pitch it right now? We'll help you turn into the most known, liked, and trusted authority in your industry by giving you your personal brand every single input it needs to create an output of seven or eight figures a year.

From building your offer and market selection to your attention and lead generation mechanisms to your back-end sales systems. Gotcha. So I see what the struggle you have is I see this with a lot of people. They have the ability to help somebody do everything. And I used to have that struggle myself when I got started in this game. I got really good at all the pieces. have is I see this a lot of people is like, they have the ability to help somebody do everything. And I used to have that struggle myself. When I got started in this game, I got really good at all the pieces. I go, you're copywriting and this and that, like copywriting, traffic generation, funnel building, like all the things. Right. And I would go and I would try to like sell that to people. I remember being in an event and the same event, like I spoke at that. I remember Jeff

Walker spoke at it and Perry Marshall, all these different people. Right. And someone in the back of the room asked me, so what do you do, Russell? I was like, I do it all. Like, I know, but like, what's your thing? And I was like, I do them all. Like, yeah, but like Jeff Walker, like he does product launches. If I want product launches, I'm gonna go to him. I'm like, well, I can do product launches.

Like, yeah, but Jeff's the product launch guy. And then like, and Perry's the PPC guy. And so, and everyone had a thing. And like, what do you do? I was like, I do all these things, but better than all of them. Like, I can, I can do everything. And the guy's like, oh, cool.

And then he went over and he bought Jeff Walker's thing because he wanted to launch a product. And that was when I had the realization. It's can, I can do everything. And the guy's like, oh, cool. And then he went over and he bought Jeff Walker's thing. Cause he wanted to launch a product. And that was, I had the realization. It's like, I can do all the things, but, but if I can do all the things like in people's minds, I can't do anything. And so for me, what morphed into is like, I'm going to become the funnel guy. Like that was the thing I was most obsessed with. Right. So I've niched down on this thing, but then inside of funnels, what do I do? I do copywriting and traffic generation and like all the other things. But there was like one focal point that was unique that I was able to come in and, and like come into the market hard and heavy. Like I'm the person. And it's funny cause you know,

when I came into this role, everyone's like Russ, eventually I started taking that, that lane. Everyone's called me like Russell's the funnel guy. He's the funnel guy. But then they came into my world and they bought everything else. So for you, it was like, I would try to feel like what's the one unique thing that nobody else is doing that you can specialize in, even though you can do all that stuff. Because as soon as you start saying, we do this, and as soon as you say, and, and, and, and, and then it's just like, and my backing system, and my, you can't be good at all these things. Even if you are, it's hard for them to believe that, right? So it's like, what's the, I'd be like, what's the one unique thing that every person in that world wants the most, right? And then you

can make an argument, like, this is the most important thing. Like, I always make the argument of all the things, the funnel's the most important, but inside the funnel, the world wants the most, right? And then you can like make an argument, like this is the most important thing. Like I always make the argument of all the things, the funnel is the most important, but inside the funnel, the copy is the most important. But inside, you know, like, but like I gotta be able to in the market, like divide the market, like this is the most important thing

and that becomes my thing that I lead with. And after I come into that door, then I can do all the other things. Does that make sense? That makes perfect sense. So with the last two minutes, and I'm glad you said that because that's kind of been my suspicion and I have the one thing I kind of want to niche down towards,

and I want to hear if you'd be open to telling me how you would kind of pitch that. Okay. And so that is essentially the most important thing for me with the personal brand accelerator has really been selling through storytelling, which I kind of refer to as story selling with the clients. Now, how would you kind of frame an offer that really, you know, a high ticket offer around story selling that people would be willing to pay, you know, $10,000, $15,000 for? I mean, it's similar to what we've done the last three days. If I was trying to do a $15,000 offer, I would structure a three-day event very similar to what you just experienced with that being the focal point, if I was trying to do a 15,000 dollar offer, I would structure a three day event very similar to what you just experienced

with that being the focal point, right? When you guys looked at like, what was the main result I was trying to give you guys at this event, right? It was like learning how to sell one to many. So I would do the same structure in my event,

but I would do, hey, I'm going to teach you guys how to do story selling, like how to, how to not feel like a salesy, car salesman person, but how to tell stories in a way that motivates, inspires,

gets people to want to follow you and give you money and build your brand. Like that kind of thing, you know? And then the, the vehicle, if you're trying to sell $15,000, like it's usually, it's usually like a, like a, this, this structure of an event is how you sell a higher ticket like that. And so I would then just weave it in into an event like it's three days where you're going through each of the different pieces. Um, the goal of each piece, these train sessions, like introduce an idea and then create a gap that then they offer eventually fills the gap over there.

So if you just kind of really think of like how we structure this event and then just taking those pieces and rebuilding it around story selling, it would, it would be very, very similar. Perfect webinar framework. Yeah. Like a hundred percent.

If you follow that where you're telling those stories, you have the vehicle, you're giving the internal external false beliefs, destroying all that. it would be huge. Yeah. Thank you so much, guys. Really appreciate it. You're awesome.

Good luck. Thanks, Miro. Let's give him a hand. Great job. All right, Clayton, let's keep this party going. Who we got? All right, next up we have Karen Duncan. Karen.

What's up, Karen? Oh, looks nice. Russell. Can you hear me? Yep, we got you. Oh, my gosh. I'm such a nerd. I've been following you since you started in, well, not since you started, 2014.

But here's my question. I love you. I'm so grateful for you. I'll just say that. I have been stopped by so many things. And my big question really is, how do I choose an avatar based on all the results that I've achieved to solve a high ticket problem for 10 K offer out of the gate? And then how do I, how do I segment the market? Like, do I start broad or go, go niche? And what I mean by

that is like, you know, let's just say I owned a health clinic, so I could help health clinic practitioners, you know, grow their local business. But I've also spoken on stages and, and in front of like Tony Robbins and stuff. And then I've also sold windows and doors where we took a company from 3.2 million to 6.4 million in 18 months in annual revenue. Like I have all these results I've gotten in all these different areas. And I'm just like, where the frig do I start? And how do I know? How do I analyze the market to know who needs the offer, who wants it? Like I could do credit repair and doctors apparently have terrible credit so they can afford it. But do they even care about it? Like, does that make sense? Yeah. What do you like the most? Yeah, I like health the most, but I have this false belief that you can't make enough money in health. And once you do health, you can't go back to sales. And my original, like all the

stuff I have in my ClickFunnels membership, you know, area is like rapport and prospecting and icebreakers and sales and pre-frame and all of these other, like, I think higher paying skills, which can you do marketing to health profession? So you kind of have your foot in both worlds. Like there's the, the sub niche is two different markets blending together and it's the cross section. Yes. So I've like, I could help say healthcare local businesses. Cause that's what I did for 25 years. I could help local healthcare businesses, you know? Um, and I actually had a great idea for like exit, you know, how to exit your brand, how to start your brand, how to open your own clinic, that kind of stuff. Because I've done all that, right? But then I taught my first business workshop and the feedback was I'm a better parent because of you.

And I'm like, what? Every single form was like, you're a better parent. I'm a better parent. And I was like, well, I don't know parenting. I suck at parenting. My kids are horrible. I mean, a joke. But I had people call me back like a year later that someone got shot in their school.

And they were like, I got through this with my daughter because of you. Like crazy, powerful stuff. Okay. So what I would say, that's awesome. So that's the side. That's like a side benefit. I get people all the time, too. They're like, I started going back to church because of you, Russell. I started doing like

same kind of things. It's like, I didn't tell him to go to church. Just the fact that I do, the people are like, oh, Russell did. And so like, there's this cool side, like ripple effect of like you being you, you're going to change people's lives in ways that don't make any sense logically. And that's okay. You don't have to go build businesses around it. Like I'm not building a how to go to church company. I'm just pumped that people are going to church. Right. Like, and that's awesome. So, um, uh, and it's funny, same thing. Like I'm a building a how to go to church company. I'm just pumped that people are going to church. That's awesome. It's funny. Same thing.

I'm a better parent because of you. I'm the same way with my kids. I'm really struggling with my kids right now. Teach me what I taught you because I have no idea. I think the biggest thing, this comes out to everybody though. Sometimes we stress about what's the right opportunity for us to get into. When all is said and done, there's the short term. It's like, I'm going to figure out market selection.

I'm going to figure out the thing that's going gonna make the most amount of money. But long term, that stuff, like you get burned out. Long term is like, what are you passionate about? What do you want to wake up every single day and talk about? Like, like I would rather go like the thing that's going to fire me up over the next decade versus the thing that makes the most sense on paper in the next six months, because there's a trend or there's a hot market, right? I can prove the numbers and metrics. Like as long as you know, there's money in the business, which health market, there's tons of money. So it's one of the three big, the three top three, right? Health, wealth relationships, like, like boom. Now inside the health market, that's what it is. Like, do you want to teach health? Do you want to teach marketing? Like which one fires you up? And so I would just,

every single time you're trying to decide just to like stop for a second, like which one would I do for free? Do that one. And then next thing I wish what I do for for free that one and just keep going down that path because there's like the short term that i think we're always trying to optimize for but i've been doing this now 20 years and i can tell you the times when i like optimize towards what i'm pumped about is that when it got most exciting and what's crazy is right now people it's funny because people like well russell you picked the funnel world which is this huge industry and i was like 20 years ago there's no i've made this injury for industry in the ground up doing like I did events where I got two people to show up and I'm talking

about funnels and they're like, what is he talking about? Right. But I was so passionate about it that eventually it built the industry. So do your thing that you're obsessed with and you'll build the thing that you want around it. And all this side benefits will come, you'll change people's lives and you'll be pumped about it. But just focus on the thing that like fires you up the most because over the next decade, that's what matters the most, you know. And so that's what I'll be focusing on. That's awesome. And if that was the thing, the thing I talk about the most is probably how to make your kids healthy, fix autism, ADHD, and metabolism for the parents because sick parents breed sick children.

That's just the way it is. But I feel like health changes so much that you can't – That's just the way it is. But I feel like, I feel like health changes so much that you can't, it's just a trend. Like Kaylin, you know, every, every nine months or nine times a year, people are going on a diet. Well, part of what I teach is going to be nutrition and then they're going to phase out of that. And then it's going to be irrelevant, you know? Yeah. I love it. You could talk about that for decades and decades and never run out of stuff to talk about. You know what I mean? So I think start.

Like the hook you just gave like was – sick parents have sick kids. Like if my wife saw that, my wife is really healthy. She's like very – if she heard that, she'd be like sucked in like – because even the healthy people are like I want to make – like I don't want to make my kids sick. So healthy people will go for it. The people who aren't like – it's great hook, great angle, huge market. You could sell – But not a 10K could sell 100% you can do 10 K offer, have people come out and you help rebuild their entire life. Like have Jake, you could launch 10 K offer tomorrow. Be like, Hey, I'm going to have five people come to my house.

We're spending a week at my house. We're going to walk you guys through how to restructure your life, your kitchen, your finances, your, your all kinds of stuff to help your sick families. A hundred percent people pay for that. I got a dude that I know who charges 10 K to fly out and lift weights with them for the weekend. Like you start building you as the person and they fall in love with you. They'll pay whatever you want to come and get a piece of you in a, in a more intimate setting. Does that make sense? That's amazing. Yeah. You're doing better than you think you are. Karen, I can already tell like you're passionate about this. Just keep going after it. You're worth more than 10 grand and now just go sell it. You know what's funny? Awesome. Let's give it up for Karen, by the way. That was awesome.

You know, this reminds me of is heroes to journey to like all of us focus so much on like, you know, you always talk about lightning McQueen, like piston cup, piston cup, piston cup, but then his friendships and like these relationships change. Like look at how you're affecting these people's lives. And they're saying like, my kids are better and everything is better. I think about Joe here in the audience, same type of thing that he's been struggling with is like, Hey, this, you know, initial thing. And then the secondary, you know, you can, you can do both. Yeah. Yeah. It's crazy. Like, I think the ripple effect of like putting ourselves out there is really interesting that people that felt like, like of my wife in tears and like, because of

your marriage, my marriage is stronger. And that's like, we didn't do anything. And they're like, yeah, but the fact that you're married and you've both seen happy, like that's rare. And so because of that, like we realized we could be, and it's like, it's this weird thing where by you serving, like you serve in all these ways that you weren't planning on that. Um, it's just like these hidden benefits of you stepping into your calling and yeah. Anyway, it's fun. Yes. Keep going, Karen. That's awesome. I'm talking about formation paperwork, a real business address, premium mail forwarding, and even a local phone number so you can keep your home address private and stay safe. And it doesn't stop there. Northwest is your one-stop shop for business owners.

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campaigns that fall flat because they aren't seen by the right people. But here's the game changer, LinkedIn ads. LinkedIn isn't just another ad platform. It's the place where professionals live. I'm talking about the decision makers you dream about working with CEOs, VP, C-suite powerhouses, 130 million of them all in one place. And LinkedIn gives you the laser sharp targeting to reach them by job title, company, and even industry. Imagine how your business could scale if your message hits the right inboxes every time. Now here's the kicker. LinkedIn delivers up to five times higher ROAS than other platforms. Yeah, you heard me right. Five times more return on every ad dollar. And that's because LinkedIn's professional environment

is made for people who actually take action. This isn't where people scroll mindlessly. This is where they're making decisions. So stop playing small because it's time to level up. Start converting your B2B audience into high quality leads today. And to get started, LinkedIn is offering you a hundred dollar credit for your next campaign. Go to linkedin.com slash clicks to claim your credit. That's linkedin.com slash clicks. Terms and conditions may apply. LinkedIn is the place to be, to be. All right, Clayton, who else we got? Let's go. Next up, we have Christine Burke. Christine, how are you? Hi, thank you. So I train civilians to work with the police to identify unknown human remains and identify suspects using genetic genealogy. And the other opportunities, I don't want to say competition,

but the other opportunities are colleges, traditional college and community college. And looking at doing funnels and presenting my offer, I've had a pretty good success, but it may be in my own mind, the issue is the piece of paper and the certificate from the college. And I wondered if you had any, uh, ways to maybe present that. So when they go to the college site, it's very cut and dry. It's not a funnel. It's not a, it's like, here it is, you know, one Oh one, one Oh two, and here's the price. And they're like, okay. Uh, whereas I want to do things a little different, get them to know me and, you know, buy into the psychology as you present. So do you have any ideas how to overcome that even if I need to?

So the question is, you're creating something that's competing with traditional universities. You have a course. They've got a degree, right? You're asking us how do you. It's not a degree. degree, right? That's your, you're asking us how do you, so, um, degree, we both offer a certificate, but I believe that, you know, the, the institutional whatever, um, might be a deterrent because people want the institutional certificate or whatever. Correct. Cool. So this is all just a positioning thing. So, um, because if you look at like institutions and their certificates and

their degrees and you look at 99 institutions and their certificates and their degrees and you look at 99% of certification programs on the planet across the world, they were all built by marketers like us. Like they're not built by the road. In fact, I remember, I think the hair, it's the hair care industry, these hair care industry, they were showing the certifications and stuff. And they went back in time and the person who created certification was not, had never done hair before.

They were marketers like we should certify things that became like the industry standard. Like it's just, it's just a positioning thing. Like you position against that. Like, like there's universities who are certifying people in this thing. And like, you know, like Annie Grace, look at her, she's got the alcohol addiction. Like she's, cause she's fighting against AA. And so like her stories are just like, AA has got a 1% success rate. You know, I've got clinical trials where like a 63, whatever her number, a percent success rate. It's almost like trials where it's 63% success rate. It's almost like showing that. Stacey Paul Martino, same thing.

Traditional marital counseling, if you go to the marital counseling, I think it increases your chances of divorce or something. They have the stats. Hey, if you're 60% divorce rate in America, but you get counseling, it jumps to 70% or something. And our students right now are at 1%. So you've got to throw rocks at the other the other version of it we're just like hey you cool you got the certificate the thing that doesn't actually

work or you come over here where we've got the clinical studies and whenever i don't know what you have yet or what you're working towards but finding those things where you can show the success state states and success rates and then creating your own certification program and then there's just positioning like you positioning against the opposite version of it. Um, and then, yeah, it's all, it's all in our mind. We're like, well, I just created this thing. It's not real, but it's like in the mind of the world, like it's, that's what every that's everything is just created. Right. So it's just you positioning it in a way where people like they value it. Does that make sense? Yeah. And I think one of the things that you said to during this week, um, you were having that podcast with Myron, and you brought up Annie.

And it was like, what is the alternative? Like, what's the cost to do that? Like, you know, you could go to AA or you could go check yourself into $25,000 rehab. Like, you saw the college close here. How Russell does that. The alternative is expensive, and it takes a lot of time. How can you shortcut that and get the same type of result? Okay.

Awesome. That's kind of what I'm doing. I'm trying not to throw too big of rocks, but I'm just using my experience and the fact that I'm doing it instead of teaching it, you know, theory, actual practicality versus theory. So thank you very much. Feel good. And I'm ready to go. So thank you. Awesome. Go, go for it. Go change that industry. I love it. Let's give it up for Christine guys. That was awesome. All right, Clayton, let's keep it going. Who we got? All right. Next up we have Belle Baguli. Hi, Russell. I'm excited. Um, you just answered my question. So I'm asking a different one. What's the most costly mistake you've made in business and what did you do to turn it around and what lessons did you take from it? Oh, good question. I would say the most costly mistakes for me have been tied around building a team.

Um, I would hire, sometimes I would hire people and this is funny because Chris is my friend, so I shouldn't say this right around him, but, uh, I worked out. Yeah. Um, but like when I first got started, like I was doing this thing by myself and then, you know, an entrepreneur, you're juggling like 50 balls. Like you're learning copywriting and traffic generation and how to build a course and how to do customer support. If you're doing everything, you're like drowning.

Right. And they're like, I need help. And so I just started hiring all my friends and family members cause I'm like help. And then they come in and like, they weren't good at the thing that I teach them. And I, it was so hard. I think that was, that's been, and I still this day make that mistake a lot of times where like I'll hire someone based on like, I like the person, whatever, versus like, how do you find people who are already good at the thing you're trying to get done?

Right. Like bringing in people who already have the skillset versus bringing someone you like and try and teach them the skillset. Um, I think that's one of the biggest things like there's, um, we can talk about this event, but sometimes I'll do a session on who not the how, which is a Dan Sullivan question, right? So it's like, um, a lot of times we spend so much time trying to figure out how to do this, how to do this. And we get into this like procrastination loop of learning, trying to figure out how, how, how, whereas the reality is to speed things up and have success

in business is it's so much better and faster when you look at a problem and say, okay, who already knows how to solve this problem and go finding the who's. And that's the, that shaves off decades of time. A lot of times, you know, it's why we do coaching a lot of times. Like for me, it's like, you guys can go figure out how to do this. Uh, or I'm the who can help you write them on one to many presentation coming here. We're going to show you how to do it. Right. But it's true to all areas of life, like traffic generation. I see a lot of people like I'm going to drive traffic now. And then I'm trying to like, I'm gonna go learn Facebook ads. Like, okay, you could do that and spend the next six months doing that.

Or like who already knows Facebook ads? You can go find it and partner with them or hire an agency or like someone who already can do it. They can get you to the finish line faster. You know what I mean? Um, that's probably the most costly mistake. The second most costly mistake, um, I would say is, is, uh, not watching my numbers close enough, like driving traffic where I just like, I'm spending my ads and I'm forgetting it is uh not watching my numbers close enough like driving traffic where i just

like i'm spending my ads and i'm forgetting it like not watching it where all of a sudden it's like you come back and it's like we spent ten thousand dollars and made a hundred like god like that was like i need to be watching it day by day hour by hour like making sure so our team now is like it's like they have spreadsheets they're watching in real time it's like stock trading almost like they're seeing what's happening because you never know like when you're wasting money and stuff like that it's like you had to be able to turn things on and off because you should never be spending money unless it's profitable all the time you know what i mean so those are probably the two the two biggest ones i would say you got more time do you have any other follow-up questions oh gosh um yes um if

you were asked to speak in an event um not allowed to pitch, what would you do differently with the perfect webinar framework to have people speak you out afterwards? Very cool. So the first year of ClickFunnels, the big event at the time was called Traffic and Conversion, and they asked me to speak at it. I was like, yeah. I was like, I need 90 minutes. You get 60 and you can't sell. I was like, what? This is insane.

So what we did is I took my perfect webinar and we burned it out. This is DVDs back in the day. Nowadays, I would put on a USB drive. We burned on a DVD and we paid for a booth. And so I got on stage and I did my perfect webinar all the way up. I did the first, the full first hour. And then I would normally transition the clothes. I was like, now, unfortunately they're all, they won't let me sell anything, but I've got a booth in the back and I've got a CD and the CD has got this entire presentation. If you want to rewatch it, plus I made a special offer for you guys on that CD or the DVD or whatever. If you go back to the booth, they'll give you a free copy of it and then they'll answer questions. And we push people back to the booth and we hand out these DVDs. We got everyone's,

everyone that got the DVD, we got their name, phone number, email address. And then after the event, we texted them a link to the webinar. We emailed the link to the webinar, and we called them, and we just tried to get people to go back and rewatch the presentation. And most of them, they'd watched the hour-long presentation. They were excited, but they felt unfulfilled because it was just, you know. And Hermosi. That's what he's talking about. He was there in the room, watched the hour, didn't get a bye, freaked out. And then later came back. Cause he's like, he loved the train so much, but like felt like I need something like all these

faults, please been crushed, but I got no way to like implement the tactics now. And he ended up showing up later and like people kept showing up later. So that's how I did is just use the hour to blow their minds and then push them to a booth, um, or some other way to capture the information where you can then have the conversation externally. Um, you know what I, for the first couple of years that I was here, you had me running a speaking team and it's so funny. Some people will give you the full 90 minutes. Some people let you speak to sell. Others are like, no, you only get 60 minutes. You may only get 20. What's, what's cool about the perfect webinar and this perfect sales presentation is you do it five minutes. You can do it 20. It's like accordion, right? Is you make sure you have all the components,

but then maybe those stories are condensed or maybe they're longer depending on, you know, how this goes, right? So you can stretch it or condense it. But one of the things that always seem to work is we sometimes push to strategy sessions, like at the booth. And if you have a team or not, like if you're willing to take that time one-on-one after, yeah, it's one to many, but that's how you get people in the door. You could do the stack and the close at the booth one-on-one and just get it done. Or a book-to-call or something like that. There's a lot of different ways that you can do that where you can still have that stack and close after the fact, even if they don't let you do it on the stage. I'd make sure you find it from the promoter what they allow you to do.

Because we had someone at this last year's Fun Hacking Live who did not get permission and then in the the presentation pushed people to a link and that person will never speak for me again. And so also you gotta be careful. You gotta respect the host of the person as well. So I had a time like, hey, can I push people to an opt-in and somebody should cancel, you can't. And we're also done, even if you just give the presentation and blow their minds, people will find you. Totally. The right people will hear it and they'll be like, I gotta follow this person. They'll jump in and dive into your stuff. So I do a lot of stuff where I don't pitch. I try to give as much value as possible.

And those people end up watching my YouTube channel or coming on Instagram or whatever. And then you have the ability to serve them. It's all part of the top of the funnel. Yeah. Right. Bringing them in. Great questions. Thank you.

Am I able to share this on my podcast or socials? Go for it. Yeah. You have my permission. Thank you. Awesome. Way to go, Belle. Fantastic. Give Belle a hand. All right it. Yeah. You got my permission. Thank you. Awesome. Way to go, Bell. Fantastic. Give Bell a hand. All right, Clayton, who else we got? All right. Next up we have Clive Buecher. Clive, welcome out. What's your question? Hi, guys. Thank you for the opportunity.

My question is, I have been self-employed for about 11 and a half years. And my question is, is it possible to create leads in the finance? Because I know a lot of marketers. I think you know also Raul Plicat and all these guys. They talk about creating leads in real estate and all this stuff. I tried everything. I bought courses from Tony. I did everything. I bought courses from Tony. I did everything.

And I just want to know, is it possible for a normal broker who tried to sell insurance, bank products, whatever, to create leads? And what is the best way? What is the best funnel and all that stuff? Because I'm thinking about also to buy a prime mover. I don't have a problem, fortunately, with money. But for me, it's not the why, it's the how. And I need to know if that is possible because we just work with referrals. And yes, that is the question. So is that getting leads for as an agent, a ROS agent? No, we want to create leads.

So you do insurance, not finance. Gotcha. Yeah. Gotcha. Because. Gotcha. Because I think when we talk about insurance and all that stuff, I think we have to go through storytelling because people are not interested in health insurance. But I started at 21, and if I start something,

I want to scale it and sell it. And then, yes, that's the way. Gotcha. So Brad and Ryan, who are in my Inner Circle Atlas programs, they've won two Comic Club C awards. So they have Ryan, who are in my Inner Circle Atlas programs, they've won a two-comma-club C award. So they have dramatically developed the business. They went from referral-based businesses. I showed their picture on day one, their picture.

And they came back, and they basically followed the process. So they're like, instead of just selling finances, let's build a movement, which is like step number one, right? So it's like they create this movement, and they have their T-shirtsshirts like rise up and live free and they help people get freedom in 10 years. It's like, yes, first off, a hundred percent you can take off. They've done it. They built a hundred million dollar company on the back on it in the last handful of years. Um, but it was coming through, like not just like selling anything. Like it could be finance, real estate, insurance, like doesn't matter. It's coming back to like, how do we build a movement of people? We give them a vision, uh, something that they're coming after. You know, like I've, I sell software that helps

people build funnels for crying out loud. Like that's the most boring thing in the world. But I changed it to like, we're funnel hackers. We're changing the world. Like, like I created a movement out of it and it's the same kind of thing. Right? So if you're a finance or health or whatever, it's like, how do you create a movement? How do you get people rallied around something? Right? So for Brad and Ryan was how to become financially free in 10 years or less. That was the movement. Rise up and live free. And that was the messaging.

And they filled events. They filled webinars, everything with people coming in. This is what we want. We want to rise up and live free. We want to be financially free in 10 years. And it was. And then the fulfillment was like, oh, yeah, we're going to help you. You've got to buy insurance and whatever, all the insurance and real estate, all the stuff they do on the back end, right?

But the front end was 100% like the vision of the end result that we're going to get because of the thing, right? I don't sell funnels. I sell the vision of what funnels will give you, right? People don't want to buy a hammer. People want a hole in the wall. So yeah, what's the hole in the wall? What's the thing they actually want?

The hammer is the vehicle, right? Finance is the vehicle to give them that thing. Funnel is the vehicle that gives them the thing. But the hole in the wall is what they actually want, right? So what's the hole in the wall that your people want? That's what I'd be asking myself. And then we build a movement and a webinar and a presentation all wrapped around that. That's how you get people to come into you. Because trying to sell leads into like, we're going to teach financial management or like, that's so uninspiring.

That's what everyone tries to do. It's like, no wonder no one's following, no one's going in your funnel because that's not exciting. You know what I mean? What is your experience? What kind of way is the best way? There are companies, they create leads and they call them for a consultation and then they want to help them reaching out their goals. Or is it more like when you talk about the webinar, do they sell through the webinar so that people can buy something?

But actually, we sell the insurance products, so we need to do some consultation with them. Do you know? Do you have some expertise or experience with that? Or do you have to figure it out on your own? 100%. Yeah. So this is the difference. So again, Prime Movers.

Prime Movers is about setting a standard and drawing people towards you, right? So me outbound calling people I would never do for infinity dollars, right? Cause now you're chasing, you're shifting the whole dynamic. Now you're chasing people versus them coming to you. So what happens on a webinar, you set, again, you set the hole in the wall, the thing that they want, right? They come to the webinar, they register, you do a presentation where the presentation will do a couple of things. First off, it pre-sells somebody, it disqualifies the people who are not qualified. It like we, it does all the sifting and the sorting and the end of the webinar, instead

of just like maybe doing a value stack, like here's the offer you're going to get from there. You push them to the phone call and, and this is the position that we call us takeaway selling. So I'm doing is I'm repositioning. So instead of like, I'm going to call you and try to sell you insurance. It's like, this is what we do. We only work with this type of client. This is our standards.

This is how we work. This is what we do. And if you have interest in, in now we're now you spend an hour with me on a webinar. If you have interest in working with me, go apply. We don't pick everybody. Here's an application. They fill an application. And then the phone call is not like, hey, we're going to sell you insurance. It's just like, all right, we only work with the best of the best. Tell me why we should work with you. And it shifts it from me chasing you to a takeaway sell, right? And then it's what happens is the webinar, the webinar does all the sifting, sorting the pre-selling the positioning it positions you separately and now

someone's coming to you and then they're begging similar like um what's robert kiyosaki's uh financial dude uh coming uh kenneth are you saying steven covey steven covey um anyway he speaks all robert kiyosaki events he's um anyway he's like this he he's like this, he's like, he's a financial planner, right? And he's got the same tools that everyone else does. Right. But, uh, we tried to hire him for something and it was like insane, like hundreds of thousands of dollars for the same thing that the traditional guy locally would, would be begging to do for free.

Right. And we paid him because he positioned himself as the dude, right? Like we flew to Arizona to meet the guy, Keith Cunningham. That's okay. We flew clear to Arizona. We flew over 500,000 financial planners in the air to land on this guy's thing to pay him a hundred thousand times more money because he positioned himself as the dude. And what did he do?

He sold me the same thing that anybody else would have sold me, but he was the dude. So I was willing to do that. Right. And that comes from the positioning. That's what the webinar does. Right. I'm drawing people towards me. Prime movers.

I'm not chasing people. Drive them towards me. Presentation does the sifting, the sorting, the position, the posturing. Then they come and apply. There's a takeaway sale. Why should you work with me? They then tell you, and now you like that. It shifts the whole dynamics of the business. And now you can spend money to buy ads. You get the right people, qualified people. You're not wasting time talking to the unqualified. You're only spending time on the right people who are ready to invest with you right now. Thank you very much.

And just one question. This is the major way, or do you also recommend to learn some different ways for that? This is the major way, yeah. I mean, there's levels, right? And there's how do we get more leads? How do we sell more back? And what's the next thing we sell?

And how do we ascend? So there's more strategies afterwards, but to get from where you are now to the first 10 million, like that'd be, I'd blinders on there and focus on that. For sure. Nice. So Clive, be the dude. That's it. That's the answer right there. Be the dude. I love the application. I do whatever it takes. So I, I think Prime Uber is the next step and I thought I'd do it on my own. And then I create a marketing team to give this stuff away and that I can control that stuff too. Well, come do it with us, man.

We're here for you. We've done it before. The process is already – the trail has been trailblazed for you. Just come jump in and start running with us. Let's give Clyde a hand. Thanks, Clyde. Great job. Hey, Funnel Hackers, let's be real.

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All right. Next up we have Rebecca Calbert. Rebecca, what's your question? Good to see you. Nice to meet you. So I am an architect by trade, and I've created a course outline that walks commercial business owners through the property development process. My problem is that process is really long. It's like two or three years long. So I've broken it down into like 12 courses, which is kind of like a 12-step process, right? And I did that so that I could capture different audience targets during different phases of construction, right? There might be a group of people that are just looking for a piece of land. There might be another group of people that I can target that are like hiring a general contractor. Right. So I don't want to just try to capture people at the very beginning, but I'm having a hard time resolving the fact that my landing page only

needs to sell one thing, right? Like I have these 12 courses and everybody says, like, if you give too many offers, then it confuses your audience and they don't buy anything. And so I have this landing page and it shows all my courses and all the steps so they can kind of self-identify where they need to go. But, um, it's not really getting any traction and I don't know how to, how to manage that. Cool. All right. I got good news for you. I know how to manage that. So I have something, a little different problem in my business, but similar where people come to my world and we have different, like a hundred different types of businesses that could use funnels, right? And they're coming in. It's just like, if I give them one message, it's like over, like,

you know, like here's how I use it as an author. Like, but I run a dent, I'm a dentist. Like, oh, well, you know, it's hard. So I have to have different messages. So what we've done in the past that works the best is using a very simple survey funnel and new click funnels. If you guys haven't used the new click funnels, we have this new survey element that is insanely cool. It's one of the cool, like anyway, I could geek out about it for 20 minutes,

but it's really cool. But basically what it does, you have a landing page that comes in and it has a general message. It's like, Hey, congratulations though. What we do for a living is we help people in, you know,

in the business do dah, dah, dah, dah, dah, right? Insert like the thing that you guys do the best in the world. And they, but people come to us to different stages. Some people are at this stage, some are at this stage. And I want to take you guys through a quick survey to find out where

you're at so we can make sure we, we, um, we answer your question, you know, make sure we can serve you the right way. And you have just a basic survey thing, right? And you ask them half a dozen questions. And from there, it's, it, it, if you see it in ClickFunnels, it's like, there's, it builds this graph, right? So here's the first question. And from there, depending on what they ask, it takes them to one of these 12 page, 12 questions.

And then you can, we can build out a whole question, like a tree of it structure. And it ends up dropping on the right page. And on that page, then you have a video. It's like, cool.

It looks like you are phase three right now. Let me explain what phase three, this is what you guys need right now. And then you go and you have a sales video, very specific just to that phase. So we did it in ClickFunnels. We had a survey and the same thing. We had 10 different business types that would go and they would, they would pick which type they were. And then from there we took them through a couple of questions and they would pop out a page and it was like, cool, it looks like you are in the network marketing space or you, you are a B2B

business owner. Uh, we have a case study for it and they put an email address for a case study. And then, uh, we take them to the next page. It was video, and the video case study of how it works in their specific market is basically a sales video. So it's like, cool, you're a network marketer. Let me show you how funnels work for you. Da-da-da-da, I explain it, and then I make them an offer, and then down below there's an offer for them to sign up if they're in that space.

Does that make sense? It does. It's a little overwhelming. What I'm hearing is 12 videos for 12 courses, and then also segmenting out who I'm targeting into other sales videos. That's a lot, right? Because, yeah, you kind of answered my follow-up question, which was, you know, I am selling to daycare owners, restaurant owners, and doctors, right? They're all unrelated.

None of them self-identify as property developers, even though that's what I'm teaching. So how do I create awareness that they need to learn this stuff and how it's going to save them so much money? It's really going to save them tens of thousands of dollars. But how do I create that awareness and that desire on their part? So what I would do first, because doing the survey thing, you got a little overwhelmed, I could tell. So let me simplify this. So right now what you're doing is you are trying to serve the entire market, right?

And segments of the market and the other markets and stuff like that. And so you're trying to, you're way too broad. So I would do is I would come down and like, how do we shrink it down to like, so look at all the categories that you're in, right? Is there one that like you have a really, really solid case study for like daycare or something like, is there one that's like, what would be the ones that you're the best at or that you have? Um, daycare. Yeah. Okay. So my guess is if you just focus on daycare, even though there's a million other things you could do, there's probably a $10 million a year business just in daycares. And then you could do that later. But like, I would just like for right now, cause it's gonna simplify everything.

Just overwhelming. Now you're having just a webinar and now it's nice. It's like, it's easier and less expensive to buy ads. Cause now you're just targeting daycare owners or future daycare owners. You have a webinar that's just speaking to daycare owner. Like everything's very specific, very simple, very easy. And so your ad costs will drop dramatically. Your sales will increase because they're not coming to a webinar and you're like, this works for this and this and like, oh, and it does work for daycares too. It's like very specific, like this just works for you. You know what I mean? Okay. That's what I'd focus on right now. And then within daycares, they still have the 12 different markets or is it simple? Yeah, they do. Yeah. How big, how long is each

course? About two to three years is what the typical process takes, right? From when you first put together a business plan and find a location to moving into the building. So the person you're finding, they are pre-daycare or they're renting, they're trying to buy? What's the avatar look like? It could be anything. Generally, they already own one and they're building another, right? They kind of do these like little miniature areas. Like they can, they target a community and they kind of, kind of saturate that community with their brand. Yeah. So follow up question, like I know dentists who own their own building,

like they ended up owning the strip mall. Is that kind of what you're talking about? Some people do that as well too, right? If the property is too big for what they need and it makes business sense, they'll add extra. I kind of feel like there's still one thing. Like, are you a business owner, but tired of paying rent? You know, then maybe you kind of get into this thing where you're renting out other things. You could maybe niche down to that, like a business owner that has a physical space. And another thing that I want to say is you were like, man, those 12 videos, that sounds overwhelming. What could be overwhelming is taking all these different people who are in different versions of the business and having that

conversation a hundred times. If you can record this once, right now, you basically cloned yourself where now this is happening 12 different times. Yeah, it's 12 videos. But if you really go write these scripts and go just film the videos and put it out there, it's one time. And the reality too I would say is like when I did that, the first like three minutes of the video was custom for that segment. Right. But the other like 90% of the video was just the same video. Oh, yeah. Yeah, that's a good point.

Hey, congratulations. You're a dentist. Da-da-da-da-da-da-da. Let me tell you about funnels. Then there's a jump cut and it's like the other video I'm just pitching funnels all the way. Yeah, that's genius. Thank you for that. Yeah.

And then who not the how? Let somebody else edit that. Like if that's overwhelmed, you find somebody who's a good editor, throw them that stuff and say do it. Yeah. I want to come back real quick because I'm going to go a little long because it's going to be helpful for other people too. But you're saying the course takes three years to fulfill on, which is like overwhelming. When you're trying to sell somebody something, it's like, we're trying to sell them speed and time and access. Like I'm trying to figure out what's, what's a win for somebody that's shorter. Right. Like, um, because my goal, obviously with all

you guys coming into my world, like I want you guys here for the next decade. So I've got a decade worth of stuff to sell you to send you to like all sorts of things, right? But I'm not selling you guys like Inner Circle and Atlas and FHL, right? I'm just picking one thing that's very tangible, like $10,000, Prime Mover Foundation. We come in here. This is like there's a beginning. There's an end. There's a result. This is the tangible thing we're going to get.

And so it's not overwhelming because you guys all know it's like, okay, I can get this done in six weeks, six months. I have it forever, but it's very tangible. And if I serve you like crazy, then you're gonna want the next thing. And again, we've got people been with me for two decades now buying everything. And, but I don't ever pitch that. Cause that seems like, you know, if I, if I, if I offer you, if I offer you, if I was like, Hey, for the next 10 years, you guys are gonna be like working with me. Like, Ooh, that seems like, yeah. Yeah. That's why I broke it down into 12 courses. It's not two to three years for each course, but the 12 courses equals the two to three years. What's course number one that they all need?

Business planning and or location secrets. Like I have one called location secrets. That sounds sexy. Yeah, that's the offer, right? The business secrets. Yeah, the location secrets one is the focus that I like. Yeah, so I would pick whatever those two or three things bundle out. And that's all your – I wouldn't even tell them about the rest of it, the three-year plan.

I would just focus on the pain they're in right now, what you can do to get them out of it quickly. Because when people are buying from you, they're buying speed. They're buying access. That's what they're – they're buying a shortcut, right? And so focus on that first shortcut. Like, where's your business plan down? Your location. We're going to – here's the three or four things you need right now.

And that becomes what the webinar is focused on. So after us going over time, I say pick a niche. If it's daycares, selling a packet of the first three or four courses that get them the big result that they can see tangibly that's going to be a big win quickly. And that would be the focus point right now. And like master that. And then from there, then you can upsell people to sell them more thing. And then,

then we can niche into a secondary niche and like, then we can have quiz funnels. But the short term, I would just focus on one market, one message, one offer. And let's just go master that, crush that.

And then from there, after you start having success and people come in, then we can start adding other things. Build on it, right? Just keep building on it okay all right thanks so much i appreciate it that was awesome we were back at hand thank you all right i want to spend a little time on that because i think a lot of people have that problem i had that problem when i first came in again i was like i can do this for every business in the world like i'm a i'm a marketing generalist and it's funny because dan candy was my first mentor and so dan was was a marketing generalist. Like he was like marketing for all kinds of businesses.

And I remember like I started doing inner marketing for all businesses because I was like, that's what Dan Kennedy's doing. And it was so fascinating because one day I had a conversation with him and I can't remember what I asked him, but the, I remember the answer. So the answer was, I was basically like trying to figure out like, like if he was to start over again, what do you do? And he's like, if I was to start over again, instead of being a generalist, market all people, I'd be a specialist. He's like the people I coach, they basically take the Dan Kennedy principles and they become the Dan Kennedy of the dental market or the chiropractic market.

Or he's like, you Russell, you're the Dan Kennedy of the internet marketing market. And he's like, you guys have it so much easier because you can be very, very specific on all the training, right? Here's how a chiropractor would do the Dan Kennedy system, right? How a chiropractor would do funnel building, right? He's like, it's such an easier path. And then it's easy to buy ads because you're just buying to chiropractors. He's like, I got to buy ads to all businesses and my landing pages. And it's like, it's so much more work. And I was like, I wish I would ask Dan Kinney that message before I, you know, earlier in my career. And I look at now in the funnel world, right? Like, like I'm, I'm serving all

businesses, which is a lot. And we got to it now in the funnel world, right? Like I'm serving all businesses, which is a lot, and we've got to spend a lot of customer acquisition. But inside of our world, we've got people who are the funnel gurus of the dentist market and the chiropractor and like all those kind of different things. And they have it so much easier than me. It's like the medical field. Like you have general practitioners, right? Like the medical doctor, like, oh, my kid's got a flu. I go to that one. But then you have people who are spying, like we're dentists or orthodontists.

Like they're specialists for a reason. Why don't we do that more with this you make a great point yeah it's just niching down i mean it's niching that one-on-one like the smaller the more the more defined you figured out your market to be the easier it is to find the people and to target them and the cheaper the ads become which makes you win easier i got one more question for you on that too like but what about the people who are like i've already heard a lot of them like who's your target your target market? Well, it's everybody. And they think that if they don't niche down, they're going to make more money because they're going to this casting this big wide net. What would you say to that? Um, think about this. Like if you were to walk into a store, right. And I'm a wrestler. Um, I think, I think about the,

the segments I'm in. Right. Um, and if I walk in, it's like, and there's like health food, right? Health was a huge market. So I'm like, Oh, health food. Like, cool. I'm going to buy stuff. I'm going to buy very specific things. But if I walk into a health food store and there's a section, it's called health food for wrestlers and it's stuff that's very specific for wrestlers. And the price is probably four to five X because it's premium because it's specifically for wrestlers. I built for migraines. Yeah. When I was, I would buy the wrestler specific thing thing that's four to five times more because it's speaking directly to me. Same thing with books, right? You can buy a general marketing book or marketing for, uh, wrestlers who happen to be Mormon. I'd be like, this book speaking to

me. It's $400 for the book, but it's like, this is my book written. Like this author wrote for me specifically, I'll spend a huge premium for the specifics. And that's, you understand, it's like, we keep thinking like having the masses is the key, but the problem with the masses is you can't charge a premium because it's the masses. And then you're competing against everybody else, right? Versus in a segment, like I look at people right now, it's crazy. Um, oh, I can't, I can't tell you the person's name. You guys don't know who this person is, but I will give you the case study because it's insane. So this person in our world, uh, you would all know who this person is. If I told them you the case study because it's insane. So this person in our world, you would all know who this person is if I told them. They sell to a very specific audience and

they, I'm trying not to give away who this person is. It's so good though. But they did a webinar presentation and they sold a hundred thousand dollar offer where they were going to build, they positioned it as a machine that sells tickets to a thing that you want, like to an event or something. Right. Um, we would call it a funnel. They called it a machine that sells tickets or whatever. They, the offer was a hundred thousand dollars to build a funnel for them that they didn't

call a funnel. 18 people signed up off the webinar, $1.8 million. I was like, so that's the same thing that I would sell for a thousand dollars, But because they, they niched it down to their niche, they could charge a premium. $100,000, 18 people bought one webinar. And I was like, I am working way too hard. So that's the power of special day. But the market's so much smaller. There's way less people.

Those people will spend a hundred times more money in the thing. Like there's a premium when you are the person and you can be more specific. So the fulfillment and the training is so much easier. Anyway. So there's the Russell rant, a hundred thousand dollar funnels. Just call them something that aren't funnels. We've got a facilitator, Chris Davis on our team. And he always has this, like, because it comes up often. He literally has, like, that's what I was laughing about Advil for migraines. Yeah. It's this, if you look at the ingredients, it's the same thing, ingredients that he brings up. I have a migraine. I must pay the more expensive.

There's the pain, right? You're in the pain. You're like, well, that's specifically for it. And then you go grab it and it's just genius. Like, I think there's so much power in that.

Yeah. So interesting. Yeah.