The Russell Brunson Show - The Coaching Framework That Built ClickFunnels (And How to Build Yours) | #Success - Ep. 53

Episode Date: July 16, 2025

In this episode of The Russell Brunson Show, I’m sharing a live presentation I gave at one of the biggest virtual events in Spain… Where I broke down the exact steps I took to become a coach, attract dream clients, and build a multi-million dollar business using frameworks. If you’re a coach (or want to be), this is a crash course in how to go from someone with a result… to someone who can replicate that result in others and actually build a business around it. I walk through the four-step process I’ve used to create offers people want, get my clients life-changing results, and build programs like Inner Circle and Atlas. Key Highlights: The #1 mistake new coaches make (and why you should never skip this step) Why results alone aren’t enough… You need a tested framework How to use student results to massively explode your coaching business How to name and own your proprietary process so people talk about you The real story behind my first coaching client, and why I coached him for free How I helped Organifi go from almost shutting down… to blowing up Essentially, this is how you build a coaching business that actually lasts. Not by chasing trends or selling empty promises, but by serving people, proving your process, and turning those wins into stories that sell for you. If you’re serious about building a coaching empire, start with this episode! ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://sellingonline.com/podcast⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://clickfunnels.com/podcast⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Special thanks to our sponsors: NordVPN: EXCLUSIVE NordVPN Deal ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://nordvpn.com/secrets⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Try it risk-free now with a 30-day money-back guarantee! Northwest Registered Agent: Go to ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠northwestregisteredagent.com/russell⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ to start your business with Northwest Registered Agent. LinkedIn Marketing Solutions: Get a $100 credit on your next campaign at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn.com/CLICKS⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Rocket Money: Cancel unwanted subscriptions and reach your financial goals faster at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠RocketMoney.com/RUSSELL⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Indeed: Get a $75 sponsored job credit to boost your job’s visibility at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Indeed.com/clicks Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up, everybody. This is Russell. Welcome back to the show. I hope you guys doing great today. Today, I actually want to share with you guys a presentation that I did at one of my Atlas members events. They run one of the biggest challenges and events in Spain. They do these events where they go for like four or five days in a row, seven days or so 24 hours a day. It is insane. They get hundreds of thousands of people to register. And so last year, they had a chance to be part of it. And this year, they asked me if I'd be part of it again. And obviously, I jumped on to support them. And it was a lot of fun. And anyway, I wanted to give you guys, access to this recording because I think there's a lot of really cool things from you. So if you are a coach, you try to start a coaching business, try and figure out how to turn your frameworks into something that people will give you money for, try and figure out how to get your first client, we're going to be talking about that during this session, and I hope you guys enjoy it. If you do enjoy it, let me know in the comments, take a screenshot of you listening to this and tag me.

I love seeing that. And other than that, I appreciate you guys, and I hope you get a lot of value from this episode on the show. This is the Russell Brunson Show. Hey, this is Russell Brunson. And first off, thank you so much for having me here. I'm excited to spend the next 30 or so minutes with you guys, helping you in your coaching businesses.

Obviously, you have so many amazing speakers. They're speaking over the next few days. And I was trying to think, like, what are the things I could bring of value that might help you guys on your journey? And so I've created something kind of unique specifically for you guys, and I hope that you love it. Before we get started too much, if you don't know who I am, my name is Russell Brunson. I'm the co-founder of a really cool.

company called ClickFunnels. Then we launched about 10 years ago. And we've helped hundreds of thousands of entrepreneurs from all around the world to create and to launch funnels, to change people's lives, to create movements. And we've helped train experts in almost every industry you can dream of. And so I'm going to share with you guys the things that I've kind of learned on my journey as I was trying to figure out how to become an expert and things I've taught other people and hopefully it'll help you wherever you are in your journey. Okay. I know a lot of you guys are just getting started. Potentially, this is the beginning of your journey. And you're trying to figure out like, what do I sell people? What do I teach them? Like, what does that actually look like?

Or maybe you've got something like kind of creative, but it's not working. People aren't buying it. Or maybe they're buying it, but they're not having success with it. And so I'm walking to kind of what I've done over the years to be able to figure out, like, how do you create something that's actually going to change people's lives and something that people will pay you money for? Because if you figure out those two things, this game becomes a lot of fun. My favorite thing about business is the fact that when you do it correctly, two things happen. Number one, if you do it correctly, you get paid a lot of money, right? And so we're going to talk about that a little bit. But number two, if you do it correctly, it gives you the ability to change

a ton of people's lives. And for those guys who haven't made money yet on the internet, I don't want to ruin it for you. But what's going to happen is you're going to make some money and you're going to think that that is going to fulfill you. And then you're going to find out really quickly that it's not a very fulfilling feeling. And you're going to be like, oh, no, I had this goal to make a bunch of money. I made a bunch of money. I don't feel any different. I don't feel what I thought I was going to feel. It happens to most entrepreneurs on this journey. They start because they want to build a business to make money. And they get the money and they feel empty.

Okay, I've seen this over and over and over again for decades. Happened to me. It happened to so many people. But then what you're going to find, when you start shifting your focus from how do I make money to how do I actually change people's lives, like that is where a fulfillment comes from. That's where we're going to have those experiences where it's like, oh my gosh, I change this person's life.

And that feels like the feeling that you're hoping for. And so I don't want to ruin surprise for you. I know you guys are starting the business now and trying to grow up, but just, you know, long term, like the focus on actually changing people's lives is the key. And so this process will help you to create the products that you, that you, that you, people are going to buy, but more importantly, the ones that are actually going to change people's lives. So that's kind of a game plan.

You guys, cool if I jump into that and have some fun. All right. So the first thing you have to realize is when you're starting any kind of like coaching or expert business, right? Usually the way it works, it starts like this, right? Here is a picture of you. Okay. I've drawn this a million times.

It's the most simple drawing, but this is you. And there was something that happened in your life where you wanted some big result, right? So over here, it's the top of the mountain. And this is the result you desired, right? You wanted this thing. And so this result could have been a lot of things, right? It might have been like, I wanted to lose weight. I wanted to make money.

I wanted to trade stocks. I wanted to learn how to cook. I wanted to learn how to fill in the blank. Whatever your wildest dreams and desires are, right? This is the result you wanted. And what happens for most people is because they have that desire. They're down here. And again, this is you.

And you go on this journey. And you start going to try to achieve that result, right? And what happens? For the most part, we go in the result and immediately we hit it, right? No, it never happens. That's never what actually happens in her life. What happens instead is you start on the path to go towards this result. You're going.

And all of a sudden, like, you realize you went the wrong direction and boom, you hit a dead end. You're like, oh, it didn't work, right? And then you start over from scratch. You go back to home and then you start again. You go on this journey. You start going towards the result. I'm figured out. I'm excited.

And all of a sudden, ooh, and you get lost over here and you, it dead ends again, right? And you're like, dang, and I'm going to try again. So you go back to the beginning. You start going and you're trying again and then you get lost again. And it keeps happening over and over and over again, right? And this is the pattern that most people have. Okay? the reality is this is happening for your customers as well, right?

When somebody is coming to look for you, it's very rare that this is the first time they've tried to achieve the result that you're promising them, right? Usually they've tried a whole bunch of different things. I had a chance to buy a women's weight loss company a couple years ago. And I remember when I was talking to the founder of it, she told me that the average woman in America, I don't know if it's the same in your part of the world, but in America, the average woman goes on eight diets a year, eight times. Eight times they know they want the result, they want to lose weight, and they go,

okay, I'm going to try the Atkins die and they go, oh, and it fails. Okay, I'm going to go try the carnivore diet. Oh, and it fails. I'm going to try paleo. And they try these things over and over eight times a year. Okay, people are trying to start online businesses. I don't know the actual statistics behind it, but my guess is probably similar, probably eight to ten times per year someone who's trying to get the result of starting a business,

getting freedom, that they go on this path and they try and they try and they try, right? How many guys are what I'm talking about? I mean, guys have experienced that, right? Maybe you guys are right there right now. You just got down the dead end and you're back at home. Like, okay, I'm going to come to the summit. I'm going to come to this event and see if I can figure out finally how to get the result that you desire.

Okay? And so that's what happens in the typical lifestyle cycle. It probably happened for you as well, right? But then over time, you start getting better and better and better. And eventually you figure out the path, right? It's the path from going from where you are today to actually making it through all the clutter and getting to the result that you desired the most, right? And you did it.

You achieved it. You made money. You lost weight. You got a six-pack. You traded stocks or Bitcoin or whatever your thing is, right? You figured out how to do it. You got the result. And it's like the most exhilarating thing, right?

You got, yeah, I'm a wrestler. So for me, like, whenever I think about winning, the feeling free winning is when you win a wrestling match afterwards you shake their hand, and then the ref would raise your hand. So for me, it's like, that raising my hand, like I got the feeling, like I did it, I won. I accomplished it, right?

And it feels great. How many guys have won something before? It's like, this feels amazing, right? So that's what happens. You go through, you finally figure out, you get the result you want. And then for some reason, you come back, and you're like, I want to be an expert.

And this is where we're going to pick up the conversation, okay? Because you've figured that out, and what you have to understand now is you've found something on this journey. You found the most valuable thing in the world, okay? What you have found is you have figured out the map, okay? You have this map, and the map takes you from where you are today and took you all the way up here to get the results, okay? And so that is what you have.

That's where we're starting this journey. Zee has gotten a result. You want to coach people on it. Now you're going to come back, and you're going to figure out how do I take that result back, and help other people to get the same result as me. Knowing full out, the most people you're going to be serving have been going on this journey. I tried this one,

and this one, they kept failing, right? And so they're in that same spot that you were in earlier, and this is we were coming to them, okay? Now, a couple other things that I think are important to understand. People always ask me, like, Russell, I don't know who, like, who am I going to sell this to? Who's my dream customer?

Who's the person I'm supposed to serve with my product or my service or my coaching, right? And so this is the big key to understand. The person that you are supposed to serve is basically it's you five years ago. It's you when you very first started this journey. Now, for some of you guys, this is going to be hard. You have to just go back and remember, like, okay, what was happening in my life?

Like, what did I feel? What was the pains and the frustrations? What were the stories I was telling myself? What were the things I was trying on this journey that didn't work, right? Because these didn't give you all the assets and tools you need when you get to actually starting marketing and selling it. We're not going to get too deep into that during this session. But I want you guys to think about that because when you realize that the person you

are called the service you five years ago, it's like you already know. Like you went through the same path they're going through. you figured out a step-by-step process to get the result and that's the key okay you're coming back to them saying look I found the map let me show you how I got from here to actually get the result and you're coaching somebody through that process and taking them on the journey okay that's all the coaching basically is it's kind of fun okay so now what I want to talk about is for a lot of people they they go they go I'm going to be a coach you know maybe you're doing coaching or consulting or you're doing a group coaching maybe you want to create a course or write a book or something right

And this is where people kind of struggle is they achieved it for themselves, but now they want to go into their psych try to share with somebody else, right? And I'm sure you guys all know this. A lot of times there's somebody who's really good at what they do but they're really bad at teaching it.

Have you ever seen that before in your life? Okay, I had some wrestling coaches or some of the greatest wrestlers in the world, but they were horrible coaches. I had other guys who, like, they weren't that good actually wrestling, but for some reason they're really, really good at coaching it. Okay, these are two different skill sets.

You actually achieving the result and you coaching somebody else on how to get the result are two different skill sets, okay? So my job today is not to help you to figure out how to get the result. You guys already figured out how to get that result. My job is to teach you how to actually teach that result. Because if you can break it down into a simple process to help someone else be successful,

that's how you become a great coach. Okay? And the better coach you become, the more people will come to you, the more clients, right? When I learn this process, I'm going to be sharing with you guys. You know, it takes some trial and error, as you will see, it's going back and forth. But after I start having some success with it,

then people start saying, man, Russell's really good at getting this result, and then more people came. and also the people started showing up, and it became a lot more fun, okay? It became easier to get clients because I had a process that was working, and I knew exactly how to teach it consistently time after time after time, okay? Okay, so now we have this kind of the foundation here. Now I want to talk about what your job as a coach is you are creating a framework for their success,

a framework or a map. It's a framework is basically a step-by-step process to get them from where they are today to the result that you're promising them. That's it. That's when all of a sudden done, that's all you're doing. okay all we're selling people are results if you give me money i can give you this result okay that's all that you're really doing in any kind of sales argument and now it's like how do i take them on this journey okay if you've been following me for any amount of time you know i always talk about as you're

growing and scaling your company the most important thing is finding the who not the how who is the person that can help you drive more traffic who is the person that could be your CEO who is the person that could build your funnels understanding the who will dramatically speed up the growing and the scaling of your company now the best place to find the who's who can help you with your vision is Indeed. When it comes to hiring the right who's, Indeed is all do you need. Indeed gives you the ability to stop struggling

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You can post the job and within minutes you're getting applications who are coming in looking to become the who inside of your business. Prior to that, I was often posting my help wanted ads on Facebook and Instagram and getting tons and tons of responses from unqualified people who had no idea what they were doing. Whereas indeed, again, they're only being seen by the exact person I'm looking to hire. Now with Indeed sponsored jobs, there's no monthly subscriptions, there's no long-term contracts. you only pay for results. They may be wondering how fast is Indeed. Well, in the minute I've been talking to you so far, 23 hires were made on Indeed across the Indeed network.

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Are you hiring? Indeed is all you need. All right, so here's the steps. Step number one. Okay, the first thing that you've got to do is now that you've gone through this path, you have to create what's called a framework hypothesis. Okay? So a framework hypothesis, just like a scientist. If a scientist is going to go do some science experiment,

the first thing does is he creates a hypothesis. I think that if I do this, this, this and this, then I think it's going to be successful. So they make a hypothesis and they test it and they see if it works. And if it works, awesome. Then it's real. If it didn't work, like, hey, why didn't it work? Oh, this didn't work. Let me come back.

I'm going to make a new hypothesis. You test a new one, right? And so you do it over and over and over again. Okay, so the first thing that you got to do is you got to come back and remember back in time, okay, if I was to go back five years ago, what were the actual step-by-step process that I did to be successful?

Okay, I'm going to build out against called the framework hypothesis. Okay, so step number one, I know that I had to do this step. Then step number two, I did this step. Step number three, I did this step, step number four, step number five, and step number six, right? So these were the steps that I did to be. successful. Therefore, this is my framework hypothesis. I think that if I take somebody else through this process, they're going to be successful. Okay. And so what most people do is they don't even identify

that. So the separate one is like actually identifying what are the actual steps to get somebody the result. Okay. That's the first thing. You better know those. You better know like, here's my six-step process to do this. Here's my 12-step process to get this. Here's my 13 step. Like, whatever it is for you, what were the step-by-step things you actually did to go from A to Z? Okay. So that's the first thing to kind of figure out. Okay. Now, the next. thing that we like to do, step number two in the process, after you've created your framework hypothesis, then step number two is say, okay, based on that, I want to test this hypothesis, okay? And what initially happens is usually you want to test it on yourself, okay?

Now obviously you've gone through this process once. It's like, okay, I've done this once, I'm successful, okay? But the reality is you want to test it on yourself as many times as you can. So I don't know what it is for you. For me and my world, like the thing that I'm an expert for is I help people to create and launch funnels, right? That's my world. That's what I know how to do funnels better than any other human who's walked this planet of all time. That's my claim to fame, right? Okay, but the reality is, I remember me, I was trying a whole bunch of stuff, right? I was trying to sell things on eBay.

I was trying Craigslist. I was trying a bunch of stuff. It didn't work. And eventually, the very first thing I did had success was my potato gun DVD, okay? You may have heard that story. It's my very first funnel I ever created. I launched it. I had success and was like, this is amazing.

Now, what I didn't do right then is go launch a coaching program. I have one successful funnel. Let me teach you exactly how to build funnels, okay? Okay, I wanted to become a master. I want to become an expert at it. So I said, okay, I had success once. Let me see if I can duplicate these results more than once, okay? So I'm going to go back to the drawing board.

I'm figure out, what's my framework hypothesis? What was the first thing I did? What was the second thing? The third thing. So I figured out, here's this process. Okay, here's the step-by-step process of how I have success. Let me try it again. So I went back and I created another product, okay?

Following the exact same steps I did for the potato gun DVD. I went out there and I launched it and guess what? It didn't work. I was like, wait a minute. This doesn't make any sense. I followed the path the first time to work for my potato guns. why is it not working this time? Okay. And for me at first, I was like, oh, man, this doesn't even work. Like, I was all frustrated, right? But I was like, okay, like, was this the

right framework? Maybe I missed something. I started going back. Okay, why is it not working? I'm like, oh, um, I forgot. I did, uh, for this to work, I had to do this product research back here. And I forgot, like, I did a bunch of keyword research here. And then I found a market, you know, and I went back through and I was able to look at like, why is this not working? I'm like, oh, I forgot this. I didn't add this. And I kept tweaking. So I came back and I would tweak things and test things and tweak things until eventually that new funnel I launched actually started having success. I was like, okay, cool.

I've got potato gun DVD, I got Zip Brander. I've got two different products now that are successful. Let me try this again, okay? And I'm becoming the human guinea pig. Okay, I don't know if you guys, if you guys follow Tim Ferriss. Tim Ferriss is one of my favorite authors. Tim became famous like at the very beginning of like the whole biohacking movement that you see nowadays.

But what Tim would do is he started testing all these ideas on himself. So he literally gives blood tested every day. And he'd go do crazy things. He gets blood tested, do these supplements, get his blood tested, try this. And like, so he was becoming a human guinea pig. He was learning all these things in real time, according to his own body, his own blood work, everything to learn all this cool stuff. And then from there, after he was a human guinea pig with thousands of different tests,

then he wrote this book about here's all the things I did that help me to be more successful, right? And so I always think about that when I go through this phase is like, I'm becoming a human guinea pig. I don't want to test out my philosophies on somebody until I've proven they've actually worked, right? Because if someone gives me money, I want to make sure I'm going to get them the result. Okay, worst thing someone gives you money and you lead them on a path like this. You do that.

You lose your credibility. It's going to get hard to get new clients, all sorts of stuff. So I need to figure out how to make sure I can replicate the success for myself, right? And I do it again and again and again. Okay, I keep testing on myself. And I launch a second funnel and a third funnel. And during this process is where you're learning, like, all the intricacies. I remember during this time, at the time, like most of my businesses were in very specific, like consumer markets, right?

So like potato guns, weight loss, things like that. And then I got some clients who came to me who were like, they wanted to do it like a chiropractor or a dentist. I was like, oh, I got the path. So I made the whole path. We tried to launch it and didn't work. I was like, wait a minute. This is different for traditional, like, local businesses than it is for a digital business.

And then I had e-commerce guy. Hey, we have an e-commerce store. I want to do the same thing. I'm like, okay, let me show you the path. We plugged it in. It's like, this doesn't actually work for e-commerce, right? And so start learning like, okay, when does my framework hypothesis, when there's a work?

When does it not work? Right? And making tweaks and changes, the tweaks and changes. And so from that, I figured out, okay, if I'm selling e-commerce, like, it's the same framework, but this is the nuances, the tweaks it makes if you're doing e-commerce. Here's the nuances you make if you're a dentist. Here's the tweaks you make if you're a chiropractor, right? I started learning how my hypothesis would work with different business models.

Now, for me, fast forward, you know, a decade later is when I wrote the dot-com's secrets book. And if you've read the dot-com secrets book, if not, go read it. It's my first book I ever wrote. But it's the result of me testing this hypothesis over and over and over again and realizing like there are laws, there are patterns that work consistently over time, right? That's the thing you as a coach. you have to understand what your job is, is you're recognizing the patterns that are working, right?

And then you're helping other people to implement these patterns into their business, into their life, into their health, whatever it might be, right? And so for you, though, it's like, you've got to figure out what the patterns are and get really, really good. So now it's fun of, if I can have almost any business owner in the world come to me,

it doesn't matter what kind of business you're in, and they can tell my other business, I'm like, okay, I've got a dozen patterns that I know work, okay? Oh, e-commerce, it's going to be these two patterns work the best for you're brick and mortar. Oh, you're doing high-end coaching. Oh, you're doing it.

and I just pick the frameworks that I know work consistently for those things and then I can plug them in and it's just like now we know exactly, boom, how to get the actual result, okay? So that's what's happening during this whole, you know, step number one of creating the framework hypothesis and number two is testing hypothesis on yourself over and over and over again, okay? This is the part most people miss. Most people, they read a book about something and they put a flag in the ground like, I'm a coach, and then they coach people and the people get lost in these past and they don't have success, okay? Again, you want to figure out a way to get people to be successful.

it's the key. Okay? And so this step is crucial for you to understand you got to test your stuff over and over and over again. Okay. All right. Next step number three. Now, so step number one was creating your framework hypothesis. Step number two is testing your framework hypothesis on yourself, becoming a human guinea pig. Okay. And then number three in the process is after you figured out the step-by-step process, then you need to give it a proprietary name. It's got to be your name. Like, your unique wrapper that you have around this thing to make it unique. Okay. And so you think about this, The reason why that's so important is because there's a lot of people who sell this result, right? And they may be selling different ways.

But what's unique about yours? If I'm going to be selling coaching or a framework, I've got to have my own proprietary name for what it is I'm doing. Okay? If you studied any of my stuff in the past, you know, I have a proprietary name for almost every one of the frameworks I teach, right? Every one of these systems. I have like one that's called the perfect webinar. I have one that's called the Epiphany Bridge. I have like all these different frameworks of things I teach.

Every time I teach them, I give it a proprietary name so that it's mine so that I own it. okay so it's not just like everybody's out everybody else is right if i was going to go and launch a weight loss company okay i would look like what are the other names like there's paleo there's keto there's uh atkins diet there's there's a million different diet names right if i was going to launch a new name i would find a way like how do like how do i name this framework something different that's unique so i can talk against all the other options that people are are trying okay one of my favorite there's a guy um uh in my atlas program jeremy minors me as may know jeremy uh he is a sales trainer and there are a lot of sales trainers on the internet tons of them

in every different industry and Jeremy like when he came in he brought his sales formulas and frameworks and stuff and obviously they're they're amazing he's one of my favorite sales trainers actually i've ever met it's like he's he's that good but i think what makes him most unique and the reason why he has so much success in the marketplace okay he's not just like another sales training guy like everybody else out here he created a proprietary system called nEPQ right and nEPQ is his it's it's the the proprietary framework that he created If you go inside of it, like, yeah, there's a lot of say of those principles that people find other frameworks, but this is his proprietary thing.

So the third step is after you figured out your process, like, what is the actual framework and what are you titling it? You may think that's done, like, who cares? Like, this matters more than you ever understand. Okay, if you have the framework, then you own it. And then people will start referencing your framework and start referencing you over and over and over again, right? And so it's important that you've got this proprietary framework. Think about the best books out there, right?

Think about the guy that wrote the five love languages book, right? tons of people in the marriage in counseling world all reference this book they all call it five love languages it's his proprietary name that he used right now all these other people who are using it talking about all lead back to his book his coaching his programs okay um so you got to think about that like what are you going to call it what's your proprietary framework name okay so that's step number three here all right now i'm going to move on to step number four okay so we've done a couple things right we created a framework hypothesis when tested it uh step number two we tested ourselves over and over again to we perfected it.

And number three, he gave it a proprietary name. And step number four now, and this is where most people aren't willing to do this step, but this step is key. Okay, step number four is you have to go and prove it now on somebody else. Okay, it worked for you, right? You got the result the first time,

you've got to replicate a bunch times over and over again. Now you've got to go get that result for the people. I see a lot of people that go through this process to create a firm and they start trying to sell. Like, you can do that, but if you want to be very successful, okay, you've got to make sure this works for other people. okay um and again we're not going to get to the selling side of this business right now but if we if we were

getting to the selling side right um me saying hey i made a million dollars like let me show you exactly how i did it that's that's strong but what's way stronger is like hey um i have some success you know building a business but i help these 12 other people do it and i want i want to tell their stories and these people all tell them their stories that's such a more powerful sales argument right because now you're talking about how great you are because someone can look at you like well you did it because you're superhuman you're russell brunson you're tony ruffer You know, they'll look at you as like, well, you have something unique that nobody else has. But if you can get the same results for other people, that proves that you're a good teacher.

It proves you're a good coach. It proves that you're not just, you know, spouting off things, but like you actually can help other people. So that's one of the most valuable assets. And so for me, I remember if I go back in time, this is before we launched a ClickFunnels business. I had been doing funnels for a long time, right? I had launched. I think I did the math one day. It was like 80 or 90 funnels I launched.

I had done this process more than most people. ever doing the lifetime, right? And so we had all these results of us doing it. Then I started writing the dot-com seekers books. I'm writing the book. I'm putting all the frameworks in there. I test it on myself. And then I realize, I'm like, I, these things are all in my head. I know they work for me, but they work for other people. I don't even know what they do. And so start thinking, I'm like, hey, somebody who buys this book, who eventually buy my coaching, what does that person look like? What does my dream customer look like? Who do I actually want to serve? Right? Like, who is me five years ago? I would love that I actually help that person. And so for me at the

time. I was, I had gained a little bit of weight. I was a little chubby at the time. I was trying to figure out lose weight. So I was following all the influencers. And there's one guy that really spoke to me. His name was Drew Canoli. He had a company at a time called FitLife TV. And just he was awesome, right? I remember watching this stuff. And he was talking about juicing and all sorts of stuff. I was like, I really liked Drew. And so I just randomly messaged him one day. Like, hey, man, you're awesome. You know, I do this stuff with funnels. And like, I'm kind of this nerd over here. And I'm trying to find someone to coach. Can I come coach you for free? And he messaged me back. He's like, hey, yeah, I've seen your stuff online. He's like, well, what's

the catch? I was like, no catch at all. I just want to prove my stuff works. Can I come and coach you and your team for free? He's like, well, I guess, but like, but like, what's it going to cost? I'm like, no, I'll pay, I'll pay my own flights, hotels. I will come and just coach you guys for free. He's like, but, but like, what's the, like, there's got to be some catch or something, right? It's like, literally no catch. I just want to prove, I got to prove this stuff actually works. Like, it doesn't work for me, but I need to prove that I can actually coach somebody else through the process. And so finally, after a whole bunch back for it's like fine like sure go go for it so i flew out on my own dime went to his office met with

this team and i didn't realize the time that the team they've been struggling they'd build a big business and they had kind of fallen apart and like anyway they basically they showed me their numbers and they're like we're about you know month and a half two months away from closing the doors i was like oh crap okay and i didn't have this this uh verbiage at the time like always tell people now you're one funnel away you're one funnel away but if i would have i would have i said don't worry guys you're one fun away but we don't know which one is we got to create a couple just really quickly to figure this out. So we sat in the room and we figured out a new funnel for their coaching funnel for their like the infill product funnel. We map that out with them. And then

they had a new supplement coming out called organify. They didn't actually be able to like with this new green drink. And so I showed them. I like, well here's here's how I did my stuff. I looked at my my framework. I'm like, oh, here's my supplement framework. Here's what I did. Boom. And I walked to do exactly all the steps for how I launched my supplement. I gave them the playbook, the framework, the everything. And then after I left, they went and they put it all together. They did a ton of work on their side. They launched it. We did voxers and phone calls back and forth to help guide him along the line. And then it launched this thing and it blew up for him. Okay. It became a much bigger business than the coaching business. They've had a ton of

success for the last decade now selling Organify. And it was cool. And so I was like, oh my gosh, this is so cool because my framework's to work for me. It works for Drew as well. Okay. After it blew up, Drew sent me this amazing video and he's like, the video is really cool. He was like, hey, Russell came out to our office. We were struggling. And luckily for me, me. He was willing to help us. He helped us put together a funnel. We launched it and, you know, changed everything. So he made that video. And it was the coolest things. I took that video back and I was launching my coaching program at the time. I ended up writing about Drew in the intro of the dot-com seekers book. I told his story. And then I launched the book. And then I created a page

for my coaching application. And the page was so simple. It was the easiest page in the world. And the headline said, I'm looking for more of my dream customers. Fill out this application to see if you qualify or something. And I put a video of Drew telling the story. story, okay? Nowhere on this page am I even on the page. My face isn't there. There's no video at me. It's just Drew being like, hey, I worked with Russell Brunson. This is what happened. This is before, the after, huge results. If you have a chance to work, then you totally should. And there's a button down below that said, apply to work with Russell. And then they click on the button, it would pop open, fill out a form, and then someone from IT McCollum, we'd sell them coaching, right?

And that was the funnel. Very simple. Two pages. That was it. One video, Drew telling his story. And so we launched it, and then guess what happened? People came, they saw Drew's results. Like, wow, look at Russell was for Drew. I wonder if he could do it for me. They signed up for my coaching. They came in. I started having success with them, right? I would take people like, hey, they come to my world. And I came to my, what's the issue?

Oh, you're in e-commerce? Cool. Here's my e-commerce framework. Boom, boom, boom, boom. Help them launch it. Have success. And then guess what I'd say? Hey, you have some success with this.

Can you make a video, tell them about your story? Like, sure, of course. You just help me have success. I would love to you. They make a video telling their story. They send it back to me. I put up on a page. Looking for a few more my dream clients.

Click here if this is you. Boom, click it pops up. they fill the form, boom, more people to join the coaching program, okay? Eventually, we got one from someone named Liz Benny, so you guys may know Liz Benny. Liz Benny is down in New Zealand. She fills out the form.

We pick it up, she joins the coaching program. I'm talking to Liz's very first time. She's like, I want to be a coach like you. I was like, okay, I was like, what you used to do is a webinar? She said, how do I do a webinar funnel? I was like, I happen to have a framework. It's called the perfect webinar.

Okay, and I here's it. So I took her through the journey. She went through the entire process, right? She wrote a webinar. She launched it to the world, blew it up, I had her first six-figure month grew from there and Liz is hugely successful right now but that was kind of, I had a chance

to be a little piece of the journey at the very beginning when she launched this whole thing and then she actually flew from New Zealand out to Boise, Idaho where I live and we recorded a video for her. And her video was just telling her story like, hey, this is what happened, I was really struggling.

I worked with Russell, it changed my mindset, changed my everything, we launched his business, and it changed. Right, and I put that video on a page. I'm looking for a few more dream clients. If this is you, apply down below. Liz Benny video. We sent traffic there.

People saw Liz's video, popped open, filled out the form, and that coached program growing and growing. That became, if you guys know, my back-in coaching program, I have a program, it's $50,000 a year called Inner Circle, and I have one that's $250,000 a year called Atlas. And, like, that funnel is the thing that brought all these people in. Just other people saying, I had success with Russell, I followed his frameworks, and they actually worked.

And if you want to work with Russell, you should click a link down below and fill out the form. And so that's it, you guys, that is the real magic. That's the big secret sauce behind how this whole thing works. Everyone keeps worrying about, like, all right, what's the, you know, do we, what's the algorithm look like? How do we write copy? How do we do all these kind of things? Those things are okay. Like they're incremental in what you're trying to do. But if you really want to be successful, right, it's getting people results. That's it. You get people results. Everything

else will come to you. Okay, Zig Zigler said, if you help enough other people, get what they want in this life, you'll get everything that you want. Okay, it's true. It's like you figure out how to help as many people possible. You get overpaid for the rest of your life. Like that's, that's the key. That's why you guys are coming into this coaching business, why you want to do it, why you want to pursue it, okay? So I want to come back and say, if you're going to do this correctly, start at the very beginning, go through the process like I explained to you, right? Go through everything, okay? So again, first step, okay, is obviously you got to go get a result, okay? If you haven't got a result yet, if you want to be a coach on some market, you got to

figure it out for yourself, you got to go get the result first, okay? Go back and do that. If you don't have a result yet, okay, you can go and build funnels for someone else who's an expert, but they have to, someone's got to have a result. That's what you are selling is the result, okay, the map to get the result. Okay, number two then, you go through and you figure out what is your framework hypothesis? What do you think is the process to get that? And then you go try to replicate on yourself as a human guinea pig over and over and over again

until you start learning it, perfecting it, figure out the nuances, the things that are working, things aren't working, right? You get that figured out, then you come back, give it a proprietary name, so it's your framework, your system. Then you take that, and step number one is go work for free. Find two or three or five of your dream customers

and just serve your face off. Do everything you can to help them be successful. Okay, and if you get one person, two people, three people start having success, with the frameworks that you created. Then it's game over. This business becomes so simple and so easy. Then your customers will tell the story.

You highlight it. You show them. People click on links. They come to the page. They join your coaching. And you do that over and over and over again. So that is the real secret, I believe, how to be successful in the coaching industry.

All the other stuff is good. Good funnels, awesome. Driving traffic's awesome. Email sequences. There's so many other little things. But this is the bulk of it. Like, if you figure this out, you can do almost everything else wrong

and you'll still be successful. Okay, people will come to you if they find out you're the person that can get them results. I look at who are the coaches that I've hired over the last decade, right? Who are the people that I've sought out to try to find stuff? You know, sometimes I see them from an ad. Yeah, that's, I mean, we buy a lot of ads. You know, we spend over a million dollars a month in each of our businesses buying ads.

Like, we see those things over and over and over again, right? And so that's one way, but more likely not, it's like I hear about them from other people. Other people are talking about, like, did you see so-and-so? Oh, so-and-so did this. And keep hearing these stories over and over and over again, to the point where it becomes really hard to not get people to come to you, right? If you focus on just getting really, really good at getting people results, right? I look at my business right now.

The reason why we're still successful. We keep growing is because we're really good. That one thing. We're really good to give people results. They come to me with a product, a business, a service, whatever it is. We can help them to create and launch a funnel and help them be successful faster than anyone else on this planet, I believe. And that's why we've been doing this for so long.

So I hope that that helps serve you guys as you were going through this expert journeys. You're figuring these whole things out. Have fun in the journey. Don't be so stressed about. I'm going to make money really quickly. Instead, figure out how can I serve people? What's the way that I can give people the best value, helping get the results?

And if you shift your focus to that, all the money will come to you. But if you're focusing on chasing the dollar and trying to shortcut things, it's going to be really hard to be successful in the long term. Sure, I've seen people out there who can go and they can, they're slick sales people.

They get some money up front, you know, in the short term. But if you want to be here for the next year, five years, 10 years, I'm 20 years in this business. If you want to be here for the long haul, it comes down to you really getting good at getting people results

consistently over and over, and over again. It comes back to like to do that. You got to have a framework. You got to test it like crazy, right? Give it a proprietary name and then test other people for free. Get their results and then share that to other people. And that's how you change the world. Hope that was helpful. Thank you so much for allowing me. Be here today. I'm going to pass it back to the MCs and we'll see you guys all again soon. Bye, everybody.