The Russell Brunson Show - The Key to Consistent Online Success with Omar Eltakrori

Episode Date: May 29, 2024

I recently did an interview on Omar Eltakrori’s show where we both dive deep into the intricacies of selling your expertise online and making more money in 2024. I share some of my best insights on understanding your target audience and consistently providing value through content, especially webinars. We also cover how to structure effective webinars to build a strong connection with your audience, leveraging consistent efforts to alleviate financial worries, and the importance of building a personal brand. If you're looking to scale your business, this episode is packed with valuable strategies on engaging with your audience and mastering the art of online sales. Learn more about your ad choices. Visit megaphone.fm/adchoices

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, but definitely 100% closer to getting 1% cash back with TD Direct Investing. Conditions apply. Offer ends January 31, 2025. Visit td.com slash dioffer to learn more. Hey everyone, this is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I hope you guys are doing awesome today. I'm really excited. I got a really cool episode for you guys today. I think you're really going to like. As you guys know, a couple of weeks ago I flew out and I went and visited Ryan Panetta and Andy Elliott and visiting their offices to kind of see their setup.

And while I was there, recorded some podcasts that you guys have had a chance to hear already on the, on the show. And while I was there, I met this really cool dude named Omar and he was like, Hey, before you head out, do you have a chance to do a podcast with me? And, um, luckily we had time and had a really cool conversation about becoming an expert and finding your voice and like you're calling and what you're trying to do and then how to craft a sales presentation to get people to move and to change and a whole bunch of other really cool things.

It was a really fun interview that I enjoyed. It's been blowing up on this channel, and I thought I'd throw it here for you guys as well to make sure you have a chance to listen in on this conversation because I think there's a lot of really cool, powerful things that you guys could benefit from for everything that we talked about. And yeah, so with that said, I hope you enjoy this episode called How to Sell Your Knowledge and Make More Money Online in 2024.

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. In today's department, it's the expert department. You are someone who believes you're really good at what you do, but yet you feel either underpaid or maybe unknown. Nobody knows that you're the best at what you do. I have with me Russell Brunson, bestselling author of Expert Secrets, nine-figfigure entrepreneur and the expert of experts big mistake people make is they're trying to be like hey this is who i am like i can help you like they don't

care about you like eventually they will but at first they don't they just care about themselves and so it's understanding like who am i creating this for like who's my dream customer who's my avatar what do you wish you had known a year ago you know now like that's what you start sharing everybody i know they're like bro if you just commit a year to a weekly webinar, it'll change your life. If you do a webinar a week, every week for a year, by the time the year's up, you'll never have financial worries again. What are some best practices to get people to the next step? If you ever watch any of my webinars, they're very structured. I don't deviate. In fact, my script I teach is called the perfect webinar because it's perfect so the basic gist is honestly this is so cool

i've only had my podcast for like six months it has done really well beyond uh what i could have imagined um but what is who's it it's allowed me to be able to interview and stuff and so i'm grateful shout out to ryan panetta by the way who connected us and we had a really cool day learned a lot from you and a lot of fun today and um might sound weird for me to tell you this but I love your mind oh thank you you know um just the way you you process and think and you're genius and I think there's so much that you can we can talk about um I I feel like a lot of the times I think about the audience of my podcast and a lot of them are just starting out their side hustle people and and they're learning the game online, building their personal brand, you know, the funnels and all these things. And so I'm excited to get into this conversation and just want to say I'm honored, honestly.

Thank you. I love this kind of stuff. It's been a long time. I haven't done podcasts for a couple of years. This is kind of fun getting back in and sharing some ideas. I love this kind of stuff. It's been a long time. I haven't done podcasts for a couple of years, so this is kind of fun getting back and, uh, and sharing some ideas. So I'm, I'm excited for this. Yeah. Why would you, I mean, it's funny because I heard you earlier that like, yeah, you just kind of burnt out from creating something. So like you made a move and it made you a lot of money and probably what it would, did you get comfortable or are you just, was there? No, it was, I launched my third book and I had never in New York times bestseller list. I wanted to. So I was like, okay, I'm going to kill myself for this one. And so when the book launched, I did hundreds of podcast interviews and radio spots. And it was just like, it was during COVID. So we're already doing zoom anyway, all the time.

It was just like, I got so burned out of that. I was like, I'm going to take a break. And then I just never untook the break. So literally today was my first podcast back. This is my second. So just kind of, um, just, just kind of fun. And, you know, we're in a new phase in our company where we're focusing again on growth and some new ideas, new things we're doing. So it's like, okay, this is fun to kind of reshare with people and get back out into the world and tell everybody hi, if I haven't seen you for a couple of years. So that's so cool. Yeah. I would ask someone like you who would have so much of their money, you know, situation taken care of that yet you see the value in creating content. What, what is the value you see beyond the financial ROI?

Or do you see that long-term brand building play? So everyone had different motivations and, um, I'm big in personality profiling. So if you take the DIS profile, there's another one called motivators and it shows you what your top motivators are. My number one motivation based on this test is ROI. And at first I thought it meant ROI like I have to get a return on my investment. And I'm kind of confused. Like I understand I love business and stuff but it wasn't that big a deal to me. But one of my coaches who's really good at reading these tests, she's like, no you have to understand like what roi means is like you want a good return on investment in every situation she's like that's why you struggle in school you couldn't see the

roi that's why some conversations you hide from other ones you love it's like if you see the roi you love the thing and so for me um my business is all about like the reason i'm still doing what i'm doing is because like i love i love putting stuff out like like the books i've written i'm so proud of because they've sold so many copies but but like the ROI of like the book is, is huge for me. Right. And so for me, it's like the reason why we create content is because we have this moment, which will be cool for the next hour or so, whatever. And then it'll be done, but then it'll go online and it'll be there and it'll live for a while. And like, but it'll, it'll like that moment will live on for, for a year, 10 years. You know,

I could be dead in 20 years. Somebody be watching this. Like I'm coming from the grave. Like, what's up everybody. You know? And like, we in 20 years. Someone could be watching this. Like I'm coming from the grave. Like what's up everybody? You know, and like, we don't know. And so it's just, it's, excuse me. It's one of those things where it's, I think creating content is one of the best ROIs of your time because it's not just the moment, right? Like you do a sales call, it's great.

But then it's over. You do the live event, it's great. Then it's over. Like putting out content consistently, just the ROI of that, like it extends your life. Yeah. I believe there's like, there's not too many activities that multiply yourself like that, like it's, it's extends your life. Yeah. I believe there's like, there's, there's not too many activities that multiply yourself like that, you know?

But that's really cool. And, and I think, you know, something I kind of want to bring back to most people that listen and watch, you know, are good at what they do, or at least they believe so. And that's why they're selling something. But you wrote a series of books on if you're good at this thing or whatever it is you are, how did you know yourself that you were your, you were an expert in what you did? Yeah. It's one of those things that it's hard when we decide to want to become an expert. I don't know if you decided, but it's like, it's hard because the thing that we're really good at is like a superpower to us. Right. It seems common sense. Like, Oh, yeah this is it's like the cursive expert is what people yeah yeah for sure

so for me like i had started my business while i was in college i was building these funnels and like but i assumed that everyone else knew what i knew like i saw that people building funnels like oh we all know the same thing so i didn't think much about it for the first 10 years and then um about 10 years in i always wanted to write a book so i'm gonna write a book someday so i was like i'm gonna write a book on funnels because i that's what i was about. So my very first book is called Dotcom Secrets. And I remember I wrote it. I remember when I was done, I was like, this is like all common sense stuff. Like what if nobody likes this book, you know? And so I remember printing it and it's, it's interesting that they say with writers, like, you know, writing is this, is this like private

process. You're by yourself in your own mind, your own ideas, and it's very private. And then the book is very public. So you're putting it out to the world. And I remember getting the first copy of the book back and I was like so excited, but then I was so scared to like, to show anybody. And, uh, one of my friends, I don't know if you know, Rich Sheffrin, but he's one of the most voracious readers I know. Like he does a YouTube video showing how he reads like 20 books a day. And he it's, he's crazy. And I remember I sent him a copy and I was so scared. Cause I was like, this dude has read every book. Like I was like, had so much anxiety. In fact, I almost didn't send it to him. And and I was so scared. Cause I was like, this dude has read every book. Like I was like, had so much anxiety. In fact, I almost didn't send it to him.

And then I find this, I'm gonna send it to him. And I remember he messaged me back like three or four days later. And he's like, dude, this was a really good book. I was like, oh my gosh. And then I was like, I had a couple other friends and people started messaging me back. And I was like, I was like, and they started asking me questions. And these people I thought knew what I knew. Cause like, we're all doing something similar.

Like I had no idea about this and this and all this stuff. And I was like, oh my gosh, like I had no idea that I had something of value until I was willing to put it out there. And then it came back and other people were like, oh, this is, this is new. And I think that's a lot of times we assume that our superpower, everybody has it, you know? And in the reality, it's like, like even like your angle, the way you look at something's different. And like, when you're willing to share it, there's always somebody else you can help with it. You know what I mean? And there's always people who are like,

who are, I think a lot of people struggle. Cause like, well, I'm not here yet. Like when I get here, then I'll share. But the reality is there could be 10 years,

a hundred. I may never get there. Right. But if I start producing, start sharing stuff today, like there's people who like, I'm, I'm,

I'm a year ahead on the journey or six months ahead on the journey. Like you can help those people today. There's no reason to wait until you're at this level before you start helping people, like help people today, like there's people who like, I'm, I'm, I'm a year ahead on the journey or six months ahead on the journey. Like you can help those people today. There's no reason to wait until you're at this level before you start helping people like help people today because you've, you've, you've accomplished something you hear today, right? Like there's something that I think that's the biggest thing is understanding that and be like, Oh, there's people that, that I can help today. Um, one question people have asked me before is like, like who, who am I, who am I creating this for? Like, who's my dream customer? Who's my avatar,'s my avatar whatever i was like usually it's you like five years ago you three years ago you a year ago like thinking back about them like what do you wish you had known a year ago you know now like

that's what you start sharing and that's the people that where you were at are the ones who start following you yeah that's really good yeah i've i've been doing video for like, I think over 15 years and it's so many capacities from the agency flow to the, you know, the teaching and now I've been coaching and, um, and it baffles my mind. A lot of times, like the most elementary things that I know, it's just mind blowing to a lot of people. Yeah. If you were showing me a video, like I don't even know how to edit anything.

Like I remember I saw my video, like being open and all the different tracks and stuff. I was like, that looks so scary. And like, Oh, it's simple. You see what I'm like, that's amazing. I have no idea how you do that. And I'm grateful. I had no idea, obviously, uh, that, that, that the world would come to a place where video would be such a, you know, a skill that I think most business owners should kind of grasp at some level, at a basic level. Um, that's really cool. When you say you're saying funnel, can you just define really quickly what a funnel is? And then when, when, when were you exposed to funnels? Yeah. So I got, I got exposed back actually in

college. One of my very first products ever was, um, was a DVD teaching people how to make potato guns, which is a weird thing. That was my very first thing I ever created myself. And I was trying to sell it online. And initially, I didn't know how to – I had seen websites. So I put up a website, you know, like everyone else has and had all these things on it. And I started like buying Google ads and nobody bought off it. And I was like, this isn't working. How did you know to make something – how did you know to teach something that young?

I was – you know, I was in college, but I was studying this stuff. I was looking at people who have a success. And there's a guy, he's still at Frank Kearns. You may know him, but Frank had a, had a course back and they called the underachiever method. And it was like, how to make money being an underachiever. And he would show, I was like, you know, you find, you find online that people are searching for something. So I could be like, how to teach a parrot how to talk. And then you'd go and you hire somebody to write a book about how to teach a parrot how to talk. And then you put it together and you, you sell it. So I was like, okay. So I was like, well, I know how to make potato guns. And so my buddy and I, I remember

I did the research. And, uh, back then I think there was a site, it was called Overture for those who've been around for 20 years. It's not around anymore, but you would, you would type in a keyword and we'll show you how many people each month we're searching for that. I remember I still remember I was in college. I was like, I typed it in and there was 18,000 people a month searching for how to make potato gun. I was like, I can, I can sell those people something. And so, um, I remember my buddy who had, we'd made potato guns before I, I called him. I was like, Hey, I have an idea. We're going to make a DVD, teach people how to make potato guns. He's like, why would you do that? I'm like, I don't know. I think people are going to buy it on the internet.

He's like, you're so weird. I was like, but we had nothing else to do. It's like i don't know i think people are gonna buy it on the internet he's like you're so weird i was like but we had nothing else to do it's like all right so we went we borrowed a little uh one of those hand camera quarters from somebody one of people lived on our street and then uh we drove to home depot and clicked record and it's like all right we're here home depot and we're gonna buy a pipe and we showed the pipes to buy and then we bought the glue and bought the barbecue igniter we bought the pieces and we went back to uh my wife had a job at the shop so it's a shop and got permission from the owner went back there and we filmed us like cutting the pipes and gluing them together and then do the whole thing and then we snuck into the college it's on a saturday we stuck in the college we found a room that the door still opened it had a whiteboard just stuck in there we filmed

us on a whiteboard like like we found all like the mathematical form is how you cut a pipe like you know the the barrel to chamber volume ratio needs to be this and so like we're acting like we're scientists like writing on the whiteboard like we're so smart teaching it you know just the dumbest thing so we filmed the whole thing and then got done we figured out how to burn it on a dvd and um we burned like 10 of them and then i put up the website and um and that was kind of how it all started was that very first thing and again at first i was selling like a normal website nobody was really buying and then went back to what frank was doing i looked at the way he was selling it was different it was just was selling like a normal website and nobody was really buying. And then I went back to what Frank was doing. I looked at the way he was selling.

It was different. It was just, it was like a, just a simple page. Like first page is like, how would you land on? It's like, give me your email address in exchange for a free tip on whatever. So I had, give me an email address. I'll give you a free tip on how to make a potato gun. And I put an email address in the next page. It's like, Hey, um, I just emailed you a tip.

Um, I got this DVD. It's got like 20 ways to make potato guns. If you want to buy a copy, it's 27 bucks. There's a link down below and there'll be an order button. And that was kind of how it started. So I started doing that and I started buying Google ads and overnight, um, sales started coming in like 18,000 people searching potato guns. Every once in a while, one of them saw my ad, they click on it and they buy my potato gun DVD. I was like, this is the greatest thing in the world. And it for a little while i remember um because my wife and i just got married it was cool because like every day we make you know one or two sales make 20 or 30 bucks and i

had to give i had to pay google for the ads maybe i'd spend five dollars in google ads but i'd make you know 20 bucks or something so we'd go out to dinner and like we'd do different and like i remember feeling like i was just you know like i've arrived like i'm making money i have to have a job and then um back, then Google changed their algorithm. I was like, I don't know, three or four weeks into this thing where I thought I was the smartest person in the world and Google changed how they were charging things. And all of a sudden overnight I went from, I was spending $5 a day in ads. So I've spent like a hundred dollars a day in ads.

Wow. And I, and we stopped making money. Like we spent a hundred dollars to make $20. And like the whole thing after two days, I'm like, God, I turned it all off. I was like, Oh, like, dang it. Like the whole thing fell apart. And, um, that's when, uh, I call one of my friends who was kind of doing a similar business. And he, he told me, he's like, uh, we're talking about this. He said, same thing happened to me. He's like, I had an idea. He's like, I created an upsell. I'm like, what's an upsell? He's like, you know, when you go to McDonald's and you know, you order a big Mac

and they ask you about fries and Coke. I'm like, yeah, he's like, that's an upsell? He's like, you know, when you go to McDonald's and you order a Big Mac and they ask you if you want fries and a Coke? I'm like, yeah. He's like, that's an upsell. He's like, most of McDonald's, most of their profit comes from the upsell. He's like, go back to your DVD. And he's like, you just need an upsell. When someone buys a potato gun DVD, what's the next thing they need? And I was like, I don't even know.

What would they need? And he's like, well, after they buy it, what do they have to do? I'm like, we have to go to Home Depot and buy potato guns and buy the kits, you know? He's like, you should sell a potato gun kit. And I was like, okay. And I didn't really want to make kits for people, but I started Googling and I found a company actually so strange in Idaho that made potato gun kits. Oh wow. So I called them up, we set up a partnership and it was like $200 for potato gun kit. And so I made my very first upsell. So I'm going to buy the DVD and next page they would buy the potato gun kit

for $200. I think I paid them like $30 for it. I got to keep the rest of it. So I made that upsell in there. I turned the ads back on and the ads still cost me like a hundred dollars to sell a DVD. But then like a third of them bought this upsell and I got, and all of a sudden it became profitable. And I was like, this is the greatest thing. It sounds like my first funnel ever. And I did potato guns, but I was like, this would work in other businesses besides this. Right. And so I started telling people the story what i was doing and i met i remember i met the world's fastest reader howard berg and i was like we could do this with your business and so he taught a course now speed read then we made an upsell i put it all together and we launched it and started making money and then i met someone that was doing couponing i'm like i can turn that into a business and so

they're like would the cut coupons i don't know do you ever see the extreme couponing tv show she was on one of those shows so she was like she she'd buy a hundred dollars in groceries for like 6 cents or something. So I was like, that's a business. So we'd like, I record her teaching what she was doing. We made a little funnel and we sold that. And then I started going niche after niche. Like I found this really ugly guy who was really good at picking up girls apparently. And he's like, I get, I was like that we could sell that. So I made a video of him like teaching how he was getting girls and we sold that to a market. So it was just like every person i ran into who was good at anything i'm like there's a business there so we started filming them putting them up and that's kind of how i got started in this business was

just doing that it was so much fun so i mean i i think i i listened to that and i'm like that's so ahead of the time that like you took some something that was in somebody's brain that was natural to them it's like let's get this on video and create something um and then selling something that also you know the physical aspect was cool that you had that as the upsell but for the most part you were selling something that didn't require any fulfillment yeah moving forward we stopped doing cds was just like the login to member and it was a member sites for the member site we had like a password protected page and they everyone had the same password because we didn't know how to do it anyway other way. And they log in and then all the videos

were in there. And, um, we'd host them on YouTube. So that's the only place you could host videos back then. But we'd, we'd, uh, they can private and then embed them on our page. It was just people just watching YouTube videos. They pay us for it. Like it was so cool. All right. Final hackers, listen up. It's 2025. And let me ask you, are your B2B ads actually driving results, or are they getting lost in the noise? You and I both know the pain of running campaigns that fall flat because they aren't seen by the right people.

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post visibility. That's indeed.com slash clicks, support the show, save time and find your next hire faster. Remember when it comes to hiring indeed, it's all that you need. So you got right into like paid advertising and then, you know, I'm, I'm a big organic guy. I just never tapped into it. I never actually ran an ad. I've, I've gotten all this way, just slow, like a slow build, you know? Yeah. What, I mean, how would you advise people as far as like their approach now, like where we're at now, like paid ad versus organic approach?

Yeah, it's, there's pros and cons both ways, right? Like paid ads are nice. You can flip a switch and traffic starts coming, but you got to pay for it. And I always tell people, you got to pay one way. You're paying with money, you're paying with time. And so when people have more money than time, like paid ads are the best way to start. But if you have more time than money, then organic is the best way. And I think realistically, it's great to do both because, you know, as you know, organic takes a little while to take off.

But eventually over time, it becomes this huge snowball. It could be bigger and way better, you know, versus paid. It's like, you know, as soon as you stop paying ads it stops like it just it's on and off but there's it doesn't build over time and so the hybrid is the best of doing both that's the best of both worlds but i think for someone just beginning uh organics the best way to start for sure um because it gives you a chance to to practice and become good you know like um you know i don't know about your very first podcast but it probably wasn't as good as the last one you did right like yeah and a lot of times it's funny because people get so nervous

like oh no one's gonna hear who i am i'm like that's usually good at first right no it's usually pretty bad it's like do one do another one and like in fact i remember my um my first podcast i launched was called marketing your car and i would like when i was driving around i would just record it in my car because that was my studio right treated it's great great dynamics room dynamics yeah and i remember because um i the way i set up i'm not very technical so i didn't know record it in my car because that was my studio. It's great. Great dynamics, room dynamics. Yeah. And I remember because the way I set up, I'm not very technical. So I didn't know if I know how to check downloads or stats. I'd have no idea. So I was just doing it. I had no idea people were listening. And I'm grateful I didn't because it took like two years where we found out

I logged in and it was like people had been watching, but for a long time, no one's even listening. And I had one of my, Steve Larson, who came to intern for me. Now he's got a really big company, but he told me, he's like, when I got into your world, he's like, I listened to your podcast. He's like the first like 35, 40 episodes, they were really, really bad. But by 42, 43, you started like getting into it. And then it became really, really good. I was like, I am so grateful that I had no idea that nobody was listening or I would have stopped after 10. The fact I had no idea, like I went to 45 and then I learned how to speak and like, and carry on conversation. And you know, and so I think a lot

of people get scared because like, no one's watching. It's like, that's good because you're really bad right now. So just keep doing it. And what's interesting is that like the longer you do it, um, the more likely your audience is to find you, right? Like people wait, like they, they want to see who's going to, who's going to endure long enough to actually get noticed. Yeah. And that's how the university algorithms, whatever it is, like they, they reward you by doing it consistently over time. So it's just going into it, knowing that I'm really bad. No one's watching. That's a good thing. And start doing it. And by the time you get good enough that people will watch you, that's when they will start showing up. What's your favorite kind of content to consume?

To consume? Oh man, I am a big audio podcaster. That's probably my number one. I'm getting more on YouTube because we're becoming becoming youtubers now so i'm trying to understand it um but my default is still audio like i i i work really hard i'm working so i never do stuff and then when i'm off and i'm working out or running or driving like that's when i consume most everything so i haven't done like a lot of paid ad conversation so it's cool if we can go there. So when you do a paid ad, there is usually, uh, like what they call like cold, like you're, you're, you're maybe seeing somebody or somebody seeing you for the very first time. So, you know, in all the various of people that you've helped with paid ads and, you know, doing cold, I guess, you know, marketing, what are some best practices

to, to get people to the next step? Yeah. The key is how can you warm up quickly? Cause it's expensive if you don't. Right. And so what I, what I found initially is like the, like when someone sees an ad originally, initially, like it's not about you as the person about them as the consumer. Right. So usually it's like, I'm focusing on like, what's the hook that's going to get someone to stop. It's very much about them and like the problem they're trying to solve before they even know who I am. Like they don't care who I am. Right. Uh, big and like the problem they're trying to solve before they even know who i am like they don't care who i am right uh big mistake people make is they're trying to be like hey this is who i am like i can help you like they don't care about you like and eventually they will but at first they don't they just care about themselves and so it's understanding like

that's what the ad's going to be so you look at when you swipe through instagram or tiktok whatever you're like you start noticing which ads are talking about them versus which ads are speaking to me so that's the first thing so i'm looking that then from there they're going to click on it and then they're going to land on a funnel like that's the first thing. So I'm looking at that. Then from there, they're going to click on it and then they're going to go land on a funnel. Like that's the first page. And so there's a million types of funnels you can do. But the one that I found that like they get somebody from like a cold prospect to like buying something the fastest, we warm them up. My favorite is the webinar because they register for the webinar. It's going to, it's promising to solve some problem or something for them, right? They register for it. And then that

this event happens could be right away. It could be the next day, whatever they register. And then when they show up, you've got anywhere from, you know, an hour to 90 minutes, two hours to like to teach them to talk to them and communicate. And like, you have this really intimate time to like build a bond with them where they're going from, I know you were yesterday. I had a problem. I clicked on this thing. Now I'm here. And like, if you do it correctly, you build a connection with them, they get to know you. And in, you know, 90 minutes from then you can sell them a course, you know, because they, they built that connection. So that's for me the fastest way, because you got to make your money back on paid ads

quickly. Otherwise, you know, you can go broke really quickly. So it's like, how do I build that relationship and that connection the fastest? And for me, the webinar is the fastest way to do it. So you notice most of my front ends in most of my companies now are all pushing to some type of webinar and like i think i'm working on a webinar yeah and um there's some a part of me is like man this is like old stuff but but everybody i know they've like committed like they're like bro if you just commit a year to a weekly webinar it'll change

your life that's the premise of my expert seekers book i've told people like if you do a webinar a week every week for a year by the time years up you'll never have financial worries again and anyone who i know who's committed to that and actually done it it's been true or if you've committed to and do it yeah and it was funny because like i wrote that book after i had done it when i launched click funnels that was the model i was like i was doing i was doing four or five webinars a week for the first almost year i just kept doing doing them and like and that was like how we grew click funnels so So I wrote that book. Everyone's like, how did you grow ClickFunnels? I was like, you're not going to want to hear it. You're going to think some magic trick. It's like,

no, I did a webinar every single week. Cause it gives you the ability to learn the audience and learn, you know, get better at the skill. Um, the way that I did mine is I, I do the webinar and at the end of the webinar, we sell something, you know, and then I'd export all of the comments from people on the webinar. It was really cool. Cause see like, oh, minute 13, everyone's asking this question about this thing. You're like, oh, so you go back to your slides and like answer that question, you know, and then you go minute 42 or you find all the spots, people get stuck and then you change your presentation and then you go live again the next week.

And it was crazy. It's like you resolve people's concerns before they even come up. Like, how does he know that I'm even thinking about this? It's like, oh, because everyone has this, you know know and i kept doing that for a year every time i do the webinar export the comments tweak the slides i kept doing that doing that the point where you know i could give you my webinar verbatim off the top of my head right i've done so many times um and i would resolve every single concern as they come up because i just know what they are like they're all gonna you know and so like that's really the key of mastery is you do that and that

way when someone shows up there's like i feel like he's speaking to me. Every problem I have, he's responding to it before I even get there. You're like, yeah, because I know who you are. I know how to serve you. Trust me. And then you can take them on the rest of the journey. Is there another word? I mean, maybe I feel that way. I feel because the word web.

I know. I hate the word too. It's almost like we were talking about pitching. And it's like even the word pitching is getting like, it's funny how words just over time get i think a lot of people just start adding their own definitions for sure you would say like a webinar is essentially a presentation yeah it's a night in my world it's a 90 minute presentation 60 minutes of teaching 30 minutes of making an offer yeah can you like kind of walk through like for sure yeah yeah i'm if you ever watch any of my webinars they're very structured i don't deviate in fact my script i teach is called the perfect webinar because it's

perfect so the basic gist is um every webinar you want it you're you're focusing the entire presentation this mistake most will make is they try to like solve 10 things in a webinar right and that's not the goal the goal is like what's the one big domino that you have to help that person with like there's just one right and then and then everything else in the presentation is just trying to knock down that one domino from different angles, different directions. Right. So for me, it's like, okay, someone's coming to my world. Let's say it's weight loss.

You want to lose weight, lose weight. You come to my webinar. And so my very first thing is I'm going to tell you, like, I'm going to introduce myself for me. Yeah. I use podcasting as a form of coaching too. Huh? Okay.

Okay. Give me an offer. Yeah. We want to sell. I want to, I want to help people build their personal brands. Okay. Yeah. Um, cool. So we want to build personal brands. Um, tell me really quickly, like, uh, backstory, how you got into this. So I got into this because I, you know, I, you know, I guess we can go as far back as when I first saw Gary V, you know, an entrepreneur who started documenting his life and created an audience and when he had

the opportunity to sell something like his book people jumped on it like crazy bought a ton of stuff and then over time i see people becoming essentially the gary v of their industry or the gary v of their expertise and if you could find your way of becoming the authority uh the trusted resource and face and person that you wouldn't have a hard time, you know, selling things because, yeah. So, and so we're living in a world where I believe if you build your personal brand, it, you can create wealth quickly. And, and, and in my, and so I, like, I think I was creating YouTube videos or like tutorial based videos. It wasn't really building my like personal brand, but I took it serious. Like in 2021, 2022, I was like, I think I was creating YouTube videos or like tutorial based videos. It wasn't really building my like personal brand, but I took it serious.

Like in 2021, 2022, I was like, I'm going to, I'm going to post videos of my, of me for on Instagram sharing like insights. And they're going to be videos of me where I'm not even creating, I'm not looking into the camera. I'll just have a camera rolling. If I'm doing a coach call or whatever. And over time, like people just follow me. I didn't ask for anything. And then I, I said, Hey, I'm going to do this beta program. And, uh, 50 people signed

up at $2,000 and I made a hundred thousand dollars in a day or so, you know? And, and that was all because of brand. Um, and so, uh, I've been helping a lot of people kind of dial in what that looks like for them. But i just feel like it's one of the most important things you you should be building right now yeah okay first off you know the first 15 minutes webinar the first 15 minutes is like you get them on you get excited you tell them what the promise is going to be and then you get some nice credibility and then you transition to your origin story about how you discover the framework you're going to teach them that's what you have the whole origin story right you tell the origin story and the mistake people make is

they think the origin story is about like their origin story. Like, like, you know, I was 12 years old. It's like the origin story, how you discovered this, the framework, right? And so you just did perfect. You did one thing. The other thing I would add, I would add in more, um, the mistakes you made along the way.

Like I tried this, it didn't work. I tried this, it didn't work. I tried, you know, like things that you tried that didn't work until you discovered like this is the way I'm going to do it. Right then at the end of it's like and i discovered this is the framework i discovered and for you i would give it like a proprietary name like for me like i call my framework in the click through it's called funnel hacking this is the funnel hacking framework that we teach people this is what i discovered so you make a proprietary name for the framework you discover what would you i do have like a it's a maybe it's not an it's a

proprietary name but i teach from a quadrant that i came up with it's called the content quadrant okay for building your brand very cool uh and it's it's it's a square because it's a quadrant and like the top left is is the messaging and the mindset uh the next one is the the method and the makeover to how you're going to choose to show up and how it's going to look and all those things then the third is the money how does this this all make sense, you know, financially? And then the fourth is multiply. It's like, okay, I tackled the YouTube giant. Now it's time to do the next thing, you know? So. Okay. By the way, you're doing whatever I'm perfect. So after you introduce, tell the origin story, discovery, the framework, then you transition to, I break down

to three secrets, um, being called three strategies, three, two, whatever. So the first then you transition to i break down to three secrets um being called three strategies three two whatever so the first thing you're going to talk about is basically the framework so you just did that perfectly so like here's the framework and i would say secret number one i'm gonna teach you guys my cash which call it the content quadrant content quadrant framework and you just teach it like you did step number one is this step number two is this and so you walk through you teach the thing is going to be a 15 minute teaching like the time is 15 minutes the key when you're teaching is um you're gonna yeah like for each thing you teach in the webinar first thing you teach is like um how you discovered it second thing is you're gonna teach uh the strategy behind it third thing is you are not going to teach the tactics this is where everybody's mistake tactics are things they're buying from you to end the

webinar just get the tactics and then number four is you're going to share a result that either you or a client got that's it so there's four things how you learned or you earned it teach the strategy do not teach the tactics the webinar will bomb if you teach tactics and you teach a success story about someone doing it so that's the thing so you just thought you just did perfectly yeah the strategy is like this step number one is this step number two is this step number three step number four um and then share a success story. So for example, I showed Julie over here and like, I told her the whole framework. She did it. She did this, this, this, and you show the results like, oh, and they freak out and they see the result. And so that's the,

that first 1500 blocks. So you had a 15 minute teaching story, 15 minute, or sorry, 15 minutes telling your backstory, 15 minutes teaching the actual framework. And now you're halfway to them giving you money. You ready for the rest of it? Okay. Okay. So next thing, now they see that they saw your framework and they're like, oh my gosh, that's really, really cool.

Like I can see how that framework would help me get the result I'm trying to get. Right. But then what happens instinctively inside of humans' minds is our brains, like our brains are fast and they can do anything but also brain activity is very high calorically dense like it takes a lot of calories for you to think and figure things out so your brain's like that's really cool but if i do that's gonna cost a lot of work so just try to look at any way to like escape from the thing right and so you see people when you they when you're selling from stage or a webinar you see like they're getting excited then they're like

ah like they have this weird like i get it like i think this would work but like ah so brain's trying to find an outlet so the first outlet they always instinctively go to is like that's really really cool but i don't know if i could do it i'm not as cool as you i don't have video skills you i'm not just you know i can't talk like you know they're like it's always like an internal false belief they have about why they can't possibly do it so the next 15 minutes of the presentation is all shifting that so it's like um you get them to believe it's actually possible for them so for me this is typically like a product demo or it's a something i'm showing you how easy it is so in my click funnels webinar this is where i teach the funnels initially people that's amazing but like i'm not technical i can't build a funnel so i transition the demo let me show you how this works it's so simple i'm like you open up click funnels

and you drag the thing here and you drop it it It's so simple. Like, oh, you see how easy this is? And people are like, I can actually do this. So for you, I would like literally. Why would you say that wouldn't be showing the tactics or whatever? Because it's not showing. So the tactics would be if I'm building a funnel, it's like the tactics. Okay, step one, we're going to set the meta tags on the funnel. Step two, we're going to do like.

The minutia. This is more like, yeah, like we're going to open the thing. Here's their pages. You click on this. Here's how you drag and drop. You see how cool that is? They're seeing like, oh're going to do like, this is more like, yeah, like we're going to open the thing. Here's their pages. You click on this. Here's how you drag and drop. You see how cool that is? They're seeing like, oh, I could do that. Yeah.

So if you had be, I don't know if it's video editing or something, but I'd be showing like this, how easy it is. I could get my iPhone. I film the thing from there. I clip it out. I use the AI. It chops it all up. And then it gets done.

And then I post it on YouTube. That's it. And they're like, I can actually do that. Right. So they see that. So all of a sudden it's like, oh, I could do it. So first step, first secret, the goal is to get them to believe that the framework work for them.

Second, or the framework is, is the thing that will get them the result. Number two is that they can actually do it. And then the third thing that our brains looking for more outlet, it's like, that would work, but I,

I can't because of this. And it's usually pointing to some external thing. So in my world, it's always like, um, you know, I get them believe that a funnel is like the best thing that will grow their company. They believe they could do that. They could

build the funnel, but I don't know how to drive traffic in the weight loss market. It's usually like, I believe that this diet would work for me. I believe I could actually do the diet, but my spouse always has junk food in the house. My kids have cookies. Like I can't do it because your brain's trying to blame somebody else. So you gotta feel like, what's the thing they're going to blame next. And so it could be money. It could be like, what do you think your dream customer,

what would you be blaming externally? Why they don't think they could, they could implement it. Yeah. I mean, I would say they're not that they're not the person that we're always talking about. Yeah.

They're not the, the Alex is then they're, you know, they're not the Ryan Panetta. They're just like, I'm just Joe Schmo. Yeah. Yeah.

Cool. So that's when the third thing, which is the last 15 minutes of the hour is transition that so you guys showed them like okay let me show you how this works for anybody and i'm going to show which i got people who have who are like very ordinary people that have created incredible brands yeah uh online with their you know with video and video and stuff. And, um, and as I've been working out my, my web class, I see all the elements that I, I have, um, to do that, but okay. So you then show somebody that can do it or if I show it and I show them the process like this, how they did it, like I showed you how to do it. This is what they did. They followed the steps. They did step one, step two, step three. They posted this. They got, this is the result. And all of a sudden it's like,

oh my gosh, first off, I believe that this framework he shared means the one that's going to work i know i can actually do it there's no nothing externally keeping me from it so that's the hour the first hour of the webinar is that and if i can get them to go through that there's like oh my gosh like this could actually work for me i actually believe this and then when i transition from the hour to to my i call it the stack in the clothes the first thing to do is ask permission i'm like just get some value from this like yeah this is amazing Like, yeah, this is amazing. And then I come back. I'm like, look, obviously in an hour, I can't show you everything. I should walk you through the strategy, but I didn't have time to dive into tactics where I'm going to show you. Like you have to sit in my house the next, you know, three days. I can show you how to edit the videos, how to do things in the right ways to

do it. But we don't have time. But what I like to know is like, would you, like I put together something that you could actually take this home with you. And that way over the next two or three weeks, you can have videos from me showing you exactly how to do this. Are you cool if I spend like 10 minutes going through a special offer that will help you to actually implement everything I talked about today? And if I'm at an event, I ask them to raise their hand. If they don't raise their hand, I'm like, okay, I'm good. I already know stuff. I can leave. They're like, no, no, no.

I'm like, hey, who here wants me, is willing to give me 10 minutes to show you how I can give you these things to help you implement it? And you'll see everyone's hands go up. On a webinar, same thing. I ask permission. I wait until I see the yeses coming in. If they don't say yes, I'm like, if he doesn't want this, it doesn't matter to me. I already know how to do this. I wait for them.

And as soon as they get yes, they say, yes, yes, yes. Then everyone gives me permission to sell. I do not sell until they give me permission. What I used to not do that way, I would go to an event and I would transition to sell. And you see people popping up and walking out angry. He's like, oh, he's just trying to give me permission. When I used to not do it that way, I would go to an event and I would transition to sell and you see people popping up or walking out angry. He's like, oh, he's just trying to sell me something.

And so I make sure the hour is like, it's complete. They got value. I've been told that like, some people are doing that on the front end now. Which part of that? Like just at the very beginning.

Like, hey, you know, before we get into this, you know, I am committed that in this next 90 minutes that I have with you you that you're going to get so much information. It's going to blow your mind. And I want to, you know, I think the phraseology is like I want to make a commitment that if you get something, like you just say it up front, that if you get something so valuable out of this, something you've never maybe even learned before and something you could take home and implement immediately that you will give me the opportunity to share how we can work together yeah it's cool um i've done it with a few i've

done three webinars in my life right now and usually they're like yeah yeah yeah but i don't know if that's just because they know me from yeah online you know like maybe they already love me in that regard so i would imagine i don't know that yeah i i'm gonna test that but i can see how it could work so yeah but okay so you you get you get the permission to sell yeah and then next 30 minutes i make a i present the offer so i present the offer is um create what i call an offer stack i learned this from armin moore and who's the guy who kind of entered this and uh brilliant stage presenter but basically he told me he's like if you if you go to someone you're like hey if you sign up now i'm gonna vented this and a brilliant stage presenter. But basically he told me, he's like,

if you, if you go to someone, you're like, Hey, if you sign up now, I'm going to give you this and I'll give you this bonus. And you just share a whole bunch of stuff. He's like,

human mind only remembers the last thing it was told. So if you give them like 10 different things and the last thing you give them is like bonus 12. And then you're like, and then I'm going to charge you a thousand dollars. Like they're likening bonus 12 to thousand dollars. They're trying to justify that. And then she's like, ah.

And so the sales are usually flat. So the stack that Armin invented is amazing. But basically, as you talk about the offers, like first thing you're going to get is this. And you talk about it. You show a picture. You show testimonials. You talk about it. And then you go to what I call stack slide.

So what that means you're going to get is this thing right here, that component number one. And the value of that is this. And you show the value. And then you go to the second. Now stack slide, right? Okay. So what that means you're going to get is this thing right here, that component number one. And the value of that is this. And you show the value. And then you go to the second. Now, here's the second thing you're getting. You explain that, talk about it, show the bonuses. And you come back to the stack side and says, so what that means is you're going to get number one.

I talked about earlier this and this. Now the value is this. And you go to the third part of the offer and you come back to stack side. You usually get this, this, and this. So you keep doing that. You're stacking it. And the very last slide, you're like, like here's you go through every single thing they're going to get and then you introduce the price so they're seeing like here's everything and they

liken the price of the whole offer and they're like oh my gosh this is insane like it's such a dumb little nuanced thing but um when i use the stack i make a lot of money when i don't it always bombs and so like after bombing like two times in a row i swore to myself this is a decade and a half i was like i will never pitch again i don't use the stack i haven't and it's just it's the great it's the best thing in the world so that's how i introduced the offer and then uh we offer the product to him and that's kind of the the basic structure of the webinar that's really they're so helpful i mean you break it down into like essentially four parts in the first hour and then the last part is just that stack um there's there's some information out there that

like it's hard to sell more than like a like three thousand dollar offer on a web class have you tested like a max amount just people aren't good so i have a certification ten thousand dollar certification i saw off a webinar i'm not even a webinar it works so um but i do have a lot of friends who if it goes above even a2,000, $3,000, they'll do a webinar but they'll push to a phone call or to something to sell a higher ticket. I think that's a crutch a lot of people use. I just – we've never successfully had a sales team for a long time. In fact, I was telling you earlier that we fired our team again last night. So for the most part, I get really good at selling from a webinar and, um, you know, it's probably not as efficient as like a one-on-one sales phone call, but I can have a hundred people or a thousand people at once versus a hundred phone, you know?

Right. So like, I'm sure we lose a couple of people we would have got on a phone call, but same time I can do more faster, more consistent, more often. So, um, yeah, I mean, anything's possible. It's just, it's just believe in it. Hey, funnel hackers, let's be real. How many of you have forgotten about subscriptions and you keep paying for these things month after month after month. That was my wife and I, before rocket money came along literally a couple months ago,

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automatically saves money for you. So you don't even have to think about it. So cancel all your unwanted subscriptions and reach your financial goals faster with Rocket Money. Go to rocketmoney.com slash Russell today. That's rocketmoney.com slash R-U-S-S-E-L-L. That's rocketmoney.com slash Russell. Hey, funnel hackers. I want to talk about building your business. You've got the idea, the passion, the drive, but here's the thing. Setting up the legal stuff can feel like a total roadblock. That's why you need Northwest Register registered agent. They're like the dream team for business formation, which is 10 clicks in 10 minutes. You can build your entire business identity. 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. They've been doing this for nearly 30 years and they've got the expertise to back it up from trademark registration to custom domains. Northwest does it all and they do it right. You get more when you start your business with Northwest registered agent. Don't wait, protect your privacy, build your brand and set up your business in just 10 clicks in 10 minutes. Head to Northwest registered agent today and start building something amazing. What has been your process in, in getting better at the skill of sales? Yeah.

Initially, when I first got in this game, this is back 20 years ago, I went to my very first event and I saw a speaker do this. I speak from stage and sell. And I was just like, this is insane. I saw the whole thing. The guy made a bunch of money. And I was like counting the people in the back of the room. You know, freaking out about the whole, how much money the guy made. I saw the whole thing. The guy made a bunch of money. And I was like, counting the people in the back of the room. I'm like, you know, freaking out about the whole,

how much money the guy made. I saw a speaker after it was back in the day, 20 years ago, these multi-speaker events where every speaker was selling something, you know? So I'd watch 10 people sell on the weekend. I was like, this is insane. And I remember watching that. I was like, I have to learn the skillset. So I hired some coaches who would, who were doing that. So I kind of learned it. And then I would just go to a lot of events. And so a lot of the, like speaking at an event, I would show day one and i watch all the other speakers to see how they were doing it and it was it was just fun because everyone had their own little nuances like armin had the stack you know um uh joel bauer's one who did who asked

permission before he introduced the clothes i'm like that's a great idea like i would just watch everyone's thing and i take notes like oh that's cool that's cool and i go back to my slides i add it and then i would try usually the first one or two times i try like i would mess it up right you know i'd look stupid but i was like they did it so cool so i'd like watch them again until i could perfect it and i got better at that and so um i spent 10 years on the road at events going city to city um doing these kind of things and it was interesting because back then you know some events i show up to be 500 people, which for me was amazing. Sometimes I show up and there's like eight people there and like half of them were speakers.

And so I just sit in a room and, you know, I would watch the speakers and I talk to speakers and we share notes. And like, oh, I saw so-and-so do this. I saw so-and-so do this. And it was just kind of a cool era of my life where we're just learning and practicing. And then when the recession hit 2008, events dried up and they were just gone forever. Like there were no more events. And so I was like, oh, well, this is a dead skill set. I guess it's not useful.

And then by the time people were doing tele-seminars, so we do these calls on the phone. And then a couple years later, transition to webinars. So GoToWebinar came out and eventually Zoom came out. And so we started doing these webinars on Zoom, same stage presentation, but we did them on Zoom and it worked as well, if not better. What's crazy is most of the people who were all these speakers i knew back in the day like when the recession hit they all retired and they quit and so it's crazy when when they events came back i started webinars i was the only one doing

webinars like i just used my old pitch i started from there and i started innovating and no one else was doing them and i was just like this is crazy this is like the easiest thing in the world everyone's like how did you learn how to do that i'm like like, like 50 different people I learned from. And so the expert secrets book was like literally the book of like me showing everything like slide by slide, what I do, how I do it, how I position it. But it's just all these amazing people I learned from back in the early two thousands who were some of the greatest stage presenters in the world. There's a guy named Ted Thomas. Um, they used to call him the Pied Piper of, uh, of selling. And in fact, there's videos online. If you Google him, you can, or YouTube, you can see like he'd, um, he'd have this line of people

behind me and they all have their credit cards in hand. And then he's like walking into the back of the room. And like, it was crazy. Like we're watching videos of him. And one day I'm speaking to Ben, I look out and I see him in the audience. I was like, Oh my gosh, like, I know that guy. And I was so scared. And he sat there watching my presentation and then he got done. And you know, after I got done, he, he like invited me to lunch and I remember we were talking and he, um, he's asked a bunch of questions. I'm just kind of nodding. I'm talking to him and I'm not knowing anything. And then, uh, and then he stops talking. He's like, look at your head right now. And I'm like, what? He's like, look at your head. And I'm like, I'm like, Oh, he's like, you're nodding. I'm like, yeah. He's like, do you know how I get,

how I did that? I'm like, no. He's like, it's the thing I do called trial closes. He's like, the thing you're missing in your presentation. He's like, I sat in the back to watch. He's like, everyone loved, they were engaged in your presentation, but nobody's heads moved the whole time. They're all just sitting there. He's like, when you watch me speak from back, if you sit in the backstage, the heads in the room, it's like waves of the sea just move.

He's like, the way I did it, he's like, I just asked questions. He called them trial closes. He's like, I asked trial closes. Every time, instead of just telling something, I share them something. I'm like, are way I did it, he's like, I just ask questions. He called them trial closes. He's like, I ask trial closes. Every time, instead of just like telling something, I share them something. I'm like, are you guys getting this? Does that make sense? You see how this could work for you? Like, what would you do if that was you?

And he just asked these questions to get people thinking and nodding their heads. And so I remember he told me that. And then I had an auto webinar at a time that was doing really well. I think we were averaging nine. If I remember the stats right, it was like $9.50 for everyone who registered for this webinar. And after hearing him talk, I went back to my, went back home

and my brother was editing my webinars and we rewatched the entire thing and I just recorded me doing these little trial closes, like 500 of them. And I had my brothers edit them into the audio. So the webinar didn't change other than me just dropping

these little trial closes. So every time you have a testimonial, he'd follow like five or six trial closes. Like, oh, can you imagine yourself doing that? Isn't that amazing? Like just getting his little trial closes so every time you have a testimonial he'd follow like five or six trial closes like oh can you imagine yourself doing that it's not amazing like just getting those these little yeses so i record those we rented out the webinar re-uploaded it and split test that one versus the the original it went from like nine dollar i had i wrote a whole report on this i remember the numbers like nine dollars and fifty cents per registrant just sixteen dollars like fifty cents per registrant just adding a trial close wow and so it's like

all those little things i learned over a decade and me speaking from all these amazing people that I just started weaving into everything I do. And, um, I've trained all my people now, like, these are all the things I learned. Here's what I learned from. And, um, and it's just made selling. It's just been fun, you know, and it's been fun now because now a lot of people are doing it. So everyone's kind of innovating and I'm still learning from people like, yeah, I know. I know. I feel like I'm on like a, I'm at like 20 months, 18 months of just being cognizant that this is a skill I wanted to get good in. And it is crazy because I'm learning a lot from Myron, you know, and just how, you know, it's, it's persuasion. And I remember I was on a call and, you know, I was like, dude,

this is crazy. You know, we did a podcast together and somebody was so convinced at our conversation that they called and wanted to maybe join the mastermind from our conversation. And he's like, Omar, can I coach you? And I was like, okay. He's like, we didn't convince them. We persuaded them. And I was like, you know, he's like, the difference is convincing people is getting somebody, somebody to do something that, uh, to, for just my benefit. And then persuading is getting somebody out of their own way to do something that's beneficial for them and also beneficial for me. And, um, from that point on, I was like, dang, this is a whole nother way of thinking about it. Cause it, cause when you get it, when you see it from that point of view,

then you see, you start seeing that selling and getting good at it is actually serving. It's made me a better listener. And because I'm better at listening, I'm better at speaking. And because I'm better at speaking now, I'm connecting better to people that I'm trying to help, you know, and, and I'm just so fascinated at like the, the different dynamics and, and how you can go about doing it. I do have a, like a gnarly question because I think there are people that, that do, can abuse the skill for sure. And maybe do go into the manipulation knowing that it is a few, um, things that they could start doing. Um, I don't know, like how, how do you, I think,

uh, I think the question is how do you maybe check yourself to make sure that you're not just marketing and selling just for marketing and selling sake for sure yeah it's i first off i agree i see that a lot in our world i see speakers who i've seen anyway i've seen people who cry on stage and they come up afterwards laughing about it and stuff and it's like this is like so there's a lot of manipulation i that that bothers me a lot for me it's like i look like, I look at my business probably different than some people. Like some people are like, this is what I sell. This is what I do.

For me, it's like my business is, I feel like it's a calling. Like I believe it's a calling from God. It's like I've been called to serve a specific group of people, right? And so for me, it's their entrepreneurs. And it's not all entrepreneurs. It's like these certain type of entrepreneurs. Like that's who I've been called to serve serve so my job is to come in like how do i how do i serve them how do i help them how do i um help them get out of their way how do i

break their false beliefs like if you look at the the entire goal of the webinar presentation is not so much like teach them a million things as much as to break the false beliefs the things that are holding them back right and so um and so for me it's like like my goal is not to serve these people once like i've been in business i've been in this business now for over i don't know my 22nd year yeah and in 20 years then none of people who are coming up started where i started like they yeah insane and so for me it's come back to like this customer i'm serving is i'm going to be serving him another 20 years from now like and if you're burning people and churning people like you may make money in the short term, but they're not still

around. You know what I mean? And I can, I could tell you names of hundreds of people, you know, I've seen come and go because they're so focused on the product, the sales, the money versus like, who is the person I've been called to serve. And so for me, and I'm not perfect, I've made mistakes along the way for sure. Um, but I've tried to always think back to like, is this going to help them? If so, like, how can I, like, what do I need to do? How do how do i help them how do i guide them how do i help make sure that like they can take this step because i know like i'm such a big believer in human potential like i see people i'm like i like i believe like i think for most times when people join my coaching programs i've had this conversation like i believe in what they do more than they do i'm like i know you can change people's lives i

had um stacy paul martino came in my world and they help people with relationships. And, um, uh, they have like, I think the national average is like 60% divorce rate or something crazy. And they're like in their program, they have a 1% divorce rate. And like, they came to my world. I'm like, I believe in what you do so much. Like, I like, do you know what you're capable of? Like you need to tell us to everybody. Like, like, and it was like training them on how to sell, how to do these kinds of things. Cause I'm like, if you, this is what you have is actually true. And I believe it was, I went to, I actually signed up for their programs I went through. It was great for my wife and I'm like,

these things are actually true and they are like, you have this moral obligation to figure out how to do this. Cause God gives you a gift and you don't go figure out how to serve people with it. Like, like that's not a good steward of an idea or a, or a gift. Right. So it's like, I think he wants us to develop these skillsets. And there's always people that use it for bad and that that sucks and i hate that people get burned because of that um and i can only focus on my own self but for everyone it's just like if you want to do it's like looking at business without lens um of the customer you've been called to serve and how do

i serve those people like that's that's what my business changed for me it's like everything because then it's like how do i what do i need to create for these people like how do i make this process simpler like my books all came from me trying to teach my dream client stuff and they're all confused. I'm like, how do I simplify this? How do I simplify it? To eventually became a bunch of doodles and all my books are just doodles.

I'm like, here's the doodles. And they're like, oh, this makes sense. Like, oh, okay, cool. Like ClickFunnels came about like, how do I make this simpler for our customers? I ran events for five years, teaching funnels. People would come and I show them, they understood the strategy of funnels.

And I'm like, okay, now you go and you hire someone in the Philippines or India oria to build a funnel for you that's what i was doing and they nobody could figure out that step of it my god how to make this simpler and that's when we had they did like spilled software it makes it easy and then boom click phones was born my events my coaching everything's like looking back my dream customer like how do i make this simpler for them when i think about it that way then the ideas start flowing and i guess people miss is they're, why do I want to create this product? No, no, no.

It's about them. How do you serve them? And all the answers will come. Yeah, that's really good. And yeah, I think that's a lot of it is just you've outlasted, which has proven the foundation that you stand on. How would you encourage somebody who – like how did you arrive to like the assurance of knowing that, that these are the people that I'm called to serve because everybody wants to serve everybody, but there's something powerful about knowing who you're supposed to serve. Yeah. I don't think I knew for a long time. And I actually had a really good coach. It was the first person that pointed out to me. Cause I was

like, in my mind, like there's, there's business and there's like the spiritual side of my life. And I was on this coaching call with me and she's like, you don't see do you i'm like what she's like you don't see how these things are like like how they're interacting like i'm teaching people how to make money how's that help she's like when you teach people how to make money they can stop stressing about other things they can serve people they can do like you should help me understand like how what i was doing was like changing their lives and lives of people they were and i also clicked on my head and i was like oh my gosh this is crazy and then the next phase that comes with that is then then it gets tough because like you said you want to serve everybody or people come to you when they leave and they're angry it's like it's like like how do you deal with that

and i remember um i was actually reading the the new testament jesus christ said something he said um he's talking about his people he's like my sheep will hear my voice and they will be one fold with one shepherd and from a stranger and a stranger they built apart yeah yeah i thought about that i was like christ is saying that him like you look at like christ like christ and christianity it's like so like there's people who are all in and people are not and that's okay right and i think the same thing with us like you put your message out there and your sheep will hear your voice they'll come to you and like some people aren't some people gonna hate you you go to google and type my name in and go down two or three pages a lot of people hate me right but

for my people i've changed their life like they like they're my sheep that's what i'm going to call the serve and so it's more so like believing that and then putting your stuff out there just like just putting it out there and your sheep will hear your voice your people will hear your voice they're going to come to you um that's just the law of nature it's how it works right yeah and just understanding that being okay with it like i have people all the time want me to do all these other businesses other things i'm like those are all amazing things but those are your things it's not my thing dang they want me to come and like invest in their startup or they want me to do all these other businesses, other things. I'm like, those are all amazing things, but those are your things. It's not my thing. They want me to come and like invest in their startup or they want me to do their charity.

I'm like, that's your calling. It's not mine. My calling is this. And this is who I've been called to serve. And that's your, like, go do it. Like you have my permission, go and do it, you know? But it's just focusing on the people you've been called to. And if you do that, it feels like,

at least in my experience, like all the other things kind of line up. That's fire. That's amazing. I love it. You've made, so it's like, it's, it's a cool pattern, like knowing that you're called to a specific, uh, to serve a specific individual. And then I would say God honoring that by you just walking in it. And in, as a result, and this might not be everybody's, you know, maybe story,

but you've made a lot of money and we, we, I know spent hours just jamming and you know just hearing your mind and all that stuff and you're you're you have such a drive to still do more um i don't know i i would say like it's convicting because like something in my mind says like i have this point where maybe i'll get and then maybe i'll pull back or like how, I guess the question is what makes you like really keep going, uh, and not get too comfortable. Yeah. I think a couple of things. Number one, I really like it.

So that's part of it. I enjoy it. I join the people. I join the process. Um, number two is like, I thought about this a lot because again, I believe in calling and this says in scriptures, many are called, but few are chosen. It's like, why? Like, you know, and I believe everyone's called, I believe everyone's called to serve a group of people. Most people never do. It's like, why are they not? And I was thinking about this a little while ago. I was like,

if you've had the experience where like you have an idea and, and, but then you see someone else has, does something that you're like, Oh, I had that idea too. I'm like, Oh, frustrated. And I was like, my, my thought, my guess, I don't know, I might be wrong, but I feel like God gives everyone these like ideas. He's like, I'm going to give idea too. I'm like, oh, I'm frustrated. And I was like, my thought, my guess, I don't know. I might be wrong. But I feel like God gives everyone these ideas. He's like, I'm going to give you an idea. I'm going to see what you're going to do with it. So for me, I look back at my first start in this business, like potato gun. Let's just see what he's going to do with that.

And he's like, I'm going to give you an idea. I'm going to see if he's going to be a good steward of that idea. He gives it to me. And it's like, oh, Russell did like, it was a potato gun. It was stupid. Who cares? But like, he was a good steward of an idea. I'm going to give him a better one.

Here's a new idea. And then he's checking. Is he going to be a good steward of this idea or is he not and if i if i am he's gonna be another one another one i think about this because i was in this business for a decade before the idea for click funnels came out right and if i got the idea day one i first off i wouldn't have been able to handle i would have known yeah um but it was like it was like each thing led to the next the next the next and increased my capacity right like like i got better because of the thing.

And then God's like, oh, he's a good steward of ideas. Let me give another one. Let me give another one. And so like I felt that in my path for the last 20 years doing this game. And for me, like ideas keep coming. And I like – I don't want to – like I want to be a good steward of the ideas that are coming to me. And so I feel that's part of it for me as well. It's just like I don't want to be the guy that's like, I'm done.

Like no more ideas, please. Like stop them coming. Because then what does that say about me? You know what I mean? I want to be someone who's a good steward of the things that come to me. So they keep coming to me because I love them. So that's been kind of my thought again, I might, maybe, maybe wrong, but in my head, that's how it works. And so I just kind of look at that. I'm like, okay, bring me the idea. I'm going to execute on it. Just do it and hope for the best and see what happens next. No, I felt that I felt like before I went off and started like the whole video department thing, because I served a lot of other people's businesses, companies, and organizations,

and I felt like it was time. And I kept kind of putting it off. And that's where I felt like convicted. Because at one point, it was kind of just, eh, it's a good idea. It's okay. Everything's taken care of. And then it got to a point where I started feeling like if I don't do this, I will feel like a bad steward. And I can't live with that.

And so I think there's just good to have the security knowing that you're called to do a thing. And then that's why you can be in it for so long you know and and that's what's that's the one thing that we can't no but no guru can can teach somebody how to do it's like something you just have to arrive to your so um what when just on like on a personal standpoint like so what what's your like like in choice of investing your finances that you're making above and beyond your living to, I don't know, maybe generate an inheritance for your kids' kids. And like, what's your choice of investment? So I paid off all my houses cause that's, you know, people are like, don't do that stupid. But for me, I just wanted the security of knowing that if I do some gamble, it's stupid,

like I still have my house, you know? So that was the first thing. And then we invest a lot in experiences for our family. You know, we do really cool things with the kids. And then for me, it's like I'm, I don't know, I'm not, I'm not like a traditional investor by any stretch of imagination. Like for me, it's like I invest in old books. That's my thing. I've spent in the last three or four years, probably $15 million in old books and manuscripts and things like that. And then spent in the last three or four years, probably $15 million

in old books and manuscripts and things like that. And then I'm building a museum and a library and event center, um, to create experiences for people. Cause there's, there's some really cool things I've discovered and found. And so that's where I invest most of my money. Um, and it'll turn into like what I'm creating will turn into a business that will keep paying for itself, but I'm trying to create something that's, um, bigger than just me. You know, I look at some of these authors I collect, like some of the greatest minds of all time. And most people have never heard their names. You've heard people who are like Napoleon Hill and some of the bigger names, but there are always amazing people who some of the greatest minds ever. They wrote books, they put these things out. And then within

a generation they were, they're, they're gone. Right. So for me, I'm trying to figure out how can I take, how can I figure out how to like take these people's legacies when they create and i want to extend i want to like bring them back to life and like and and so that's my my whole core thing i'm doing right now is that partially because i want to like get these messages out and like extend their life but also it's like i want to again i come back to ry like what's the ry of my life like i want to make sure that when i die that i'm able able to look at it and be like, man, what I did didn't just end when I died. I want it just to live forever. So I'm trying to figure out a process and a business to extend the lives of my favorite authors for forever.

And by doing that, I'm hoping to be able to take my legacy and my books and my stuff I've been creating to have it also be able to live forever. So that's like the weird thing that I invest my time and money into. Are you just like on eBay every day, every day. I love eBay. I have a lot of people I've met up through eBay who are, who are scouring, you know, garage sales, bookstores, like everything for, for the things I'm looking for. But that's super cool. Yeah. It's really cool. Like side note, we just put an offer on a 60,000 square foot movie theater that we're going to be turning into an event center museum for all this stuff. And we'll be,

I'll be doing events, bringing people into like, come see like, here's, I got spent $1.5 million on a pre first edition manuscript. And Pauline Hill wrote before he wrote laws of success. And like, cause I want people to come and see these things.

And then I can tell them, then they'll care about Napoleon Hill and like what he did. And like, you know, so it's like, it's, it's going to be cool. It's the first ever like personal development museum on the planet with all the coolest archive anyway so and that's gonna be in boise idaho yeah that's so super cool yeah dude that's so i mean just inspiring to hear uh all the things and and you you kind of left your

ceo role to just focus in on and mistake me if i'm wrong i just kind of heard somebody that because you love the funnel stuff so much and and like the strategy that you're like you're okay to stay in that oh for sure yeah i'm not a good ceo um not a good operator but i'm great building funnels that's why it's funny because like i had this huge company but i never wanted a company i just wanted to build funnels yeah and to do my art because funnels is my art so for me to do my art, everything else had to be created around it. Tony Robbins talked about that. I remember the first time I met him in person and I was like, this is such a cool business. He's like, I'm not a business. He's like, I'm not an entrepreneur. He's like, this is my art. He's like, I had to figure out all the rest of this so I could do my art. And I was like, Oh, it's so,

I'm like, that's how I feel. Like I'm not a business person. Right. My art is funnels. And like, like that whole process is my art and like everything else is kind of a by-product. So yeah, as soon as I was able to like not be the CEO, I stepped away quickly. Cause that's not, that's not my core talent. My talent is the art. And that's what I want to focus on. That's so good. And just, just a lot of things to consider, think about. And I know a lot of people got a lot of value. Uh, where would people, where would you like people to go and check out your stuff like what do you got going on right now um man if you go to russellbrunson.com there's links to everything there but you know come check out my podcast i've

got a marketing podcast it's fun i'm about to launch personal development podcast uh we have some really cool stuff on youtube but yeah just come plug into any of my i'm i'm everywhere so if you look for me yeah i'm on all the different places so and i would encourage you to to check out his it's the trio of books that everyone I know that has read those books they're stinking rich it's just I don't know I mean

I appreciate you thank you for having me on