The Russell Brunson Show - Transforming Knowledge Into Profits - A Sneak Peek Inside Pace Morby’s Private Event

Episode Date: July 22, 2024

A few weeks ago, I had the unique opportunity to speak at Pace Morby's event. Now, I rarely speak at events outside of Funnel Hacking LIVE, but for Pace I made an exception. His community of real estate investors is remarkable, and I was excited to share insights on how they could turn their knowledge into thriving businesses. This presentation was especially thrilling because many attendees weren’t our normal crowd. Most were unfamiliar with online marketing and info products, which allowed me to open up a whole new world of possibilities. During the presentation, I delved into some foundational concepts that have been pivotal in my journey. From Myron Golden’s four levels of value and my three levels of selling, to providing a framework that the attendees could apply immediately. It was a dynamic session where I not only shared the full blueprint, but also showcased how simple ideas can transform into profitable ventures. One of my favorite highlights was discussing the power of selling information products—a business model that I firmly believe is unparalleled in its potential to change lives. Key Highlights: Myron Gold’s Four Levels of Value: Understanding the different levels and how to operate at the highest level. My Three Levels of Selling: Techniques to effectively market and sell your products. Creating Information Products: Insights into turning your knowledge and expertise into a sustainable business. Interactive Q&A: Engaging with the audience and addressing their specific challenges and queries. This episode is packed with actionable advice and real-world examples, making it a must-listen for anyone interested in leveraging their expertise to build a successful business. Tune in and discover how you can turn your ideas into income! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

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

Travel moves us. What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I hope that you are pumped and excited to be here. I definitely am. Back when I got started in this business, I used to speak at a lot of events. I traveled around the country.

It was a lot of fun. And about that time, my wife and I started having kids and then more kids. And now we've got five kids and they are amazing. But we just spent less time traveling. And I got to the point where I stopped speaking at other people's events pretty much all together. Outside of Funnel Hacking Live and the things that I do, I almost speak at no events. But one of my close friends, Pace Morby, he's speaking at this year's Funnel Hacking Live International. You are going to love Pace, by the way.

He's built a brand that's done over $100 million like year two or year three in business, which is insane. All by building one of the most amazing communities on the internet. The only community which may rival that is obviously the funnel hacker community. But between Pace's community and the funnel hacker community, like I just sync with everything he does and he says, and I love this guy. And so he asked me if I speak at his event. And for Pace, I said, sure, of course. So I flew out there and had a chance to speak to his group. Now, his group, you have to understand, these are all real estate investors. They don't know anything about online marketing, about info products, anything. And Pace wanted me to come and basically open up a vision of how these guys could turn their

ideas, their knowledge, information into an actual business. And so that was the game plan. So I gave this presentation for this group and it was a lot of fun going deep into how they could turn their information into products. I talked about Myron Golden's four levels of value. I talked about my three levels of selling and a whole bunch of other really cool things that I thought were beneficial. So I got a copy of the recording. I wasn't able to include all of it because obviously this is for Pace's people. So I had to cut some things and trim some things out. But it turned into a really cool session that I thought

would be really valuable for all you guys who are listening in. So that's what this next podcast episode is, is my presentation from Pace Morby's event, teaching a group of real estate investors how to turn their talents and their hobbies into an actual business. And it was really fun. And then at the end, I got to do some Q&A with the audience that was really fun as well. I hope you get value from the entire thing. So that said, hope you enjoy this episode of the Marketing Secrets Podcast. 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. First off, thanks for having me. Pumped to be here with you guys. You know, there's some pace to text you. It's like, hey, can you do a favor? You just do it for him, right? You guys all agree with that? There's very few people I've ever met in my life who serve as much as him. And multiple times now he's served me without asking for anything in return or anything. So I'm like, yes, I will make it. And told my wife, because we're flying out tomorrow morning for Greece. I was like, I promise I'll make it home in time. She's like, what if the flight doesn't make it?

I'm like, I'll borrow his car. We'll drive back. We'll figure out a way to make it work. But I'm super grateful to be here with you guys for an hour, hour and a half or so, talking about some fun stuff. And I hope you guys get some ideas and some things. How many of you guys have never heard of me before in your entire life? Oh, this is so great. This is called opportunity, my friends. This is amazing. So this is crazy. I've been doing this for 20 years. I've spoken to literally tens of millions of people. And

the fact that 90% of the room has never heard my name before is like the most exciting thing in the world. So I'm pumped for that. This makes this even more fun. So I own, well, let me step back a time. I'm going to go to the very beginning. So what Pace wanted me to talk about was helping you guys to create your own coaching programs, your own courses, your own information, not courses, Pace doesn't love courses, but information. I believe that the greatest business in the world is selling information. I've written three books. One's called Dotcom Secrets, Expert Secrets, Traffic Secrets.

And all I do is I learn really cool things, secrets, and then I tell them to other people. And I built a huge company off of just doing that. I love learning. I love sharing. How many of you guys love sharing your ideas, your things? Yeah. It's the most fun thing in the world, right? When you have someone that you meet who's struggling and you tell them things you do, you help them, and they have success.

And it changes their life. And you get paid in the middle. It's like the most fascinating, most fun, most exciting things in the entire world. So I believe this is the greatest business in the world. Any of you guys currently in the information business or you're selling some kind of coaching or info products? Okay, we're like 10% are. Okay, my goal in the next 90 minutes is to get 100% of you guys to do this because this is how you literally change the world. And so that's what I'm going to go deep into and hopefully have some fun.

So this is me 20 years ago. I was a wrestler at Boise State University. I've got a cauliflower here. Do we have any wrestlers in the room? Any jujitsu guys? I'm up for lining up. We just roll instead of doing this if you want. I'd much rather do that.

My first passion. Anyway, I was a wrestler growing up. I wrestled at Boise State University. My wife and I got married and we were broke this is a must-cut our credit cards and because we had no money I had no skills other than wrestling and I got on the internet I went to Google I typed in how to make money on the internet anyone ever done it before and all these things are coming up and I started like trying this and that and like fell for this scam and

that all sorts of nothing was working until a little while later I bumped into some guys who talking about creating information products. I was like, what's an information product? Like, you take the things you know and you package it away and then you sell it. And I was like, but I don't really know anything other than wrestling. I don't, I have no other skills. And I remember, I was learning it. I was like figuring it out. I was like, someday I want to figure out something I can create. But I was just frustrated because I didn't feel like I had any superpowers, any talents, anything I could actually share with anybody else, right? And then one day

was spring break, and me and this guy here, his name is Nate Plone, me and him were the only two married guys on the wrestling team. So spring break hit, our entire wrestling team goes to Wendover, they're gambling, having fun, and we're at home because our wives are working, supporting us, and they were like, you shouldn't, like, spend our money in gambling, you should stay here. So we were home all week while our wives were working, Our friends were all gone. And we're like, what should we do? And Nate's like, we should build a potato gun. I'm like, what's a potato gun? He's like, oh, dude, they're really cool. He's like, anybody here shot a potato gun before? Okay, yeah. So he's like, we should build a potato gun. I was like, how do you build a potato gun? I'm like, I don't know. So we went

to Google, how do you make a potato gun? And we went and saw how it works. We saw the plans and everything. So we downloaded the plans, went to Home Depot Depot We went like cut the pipes you got sprinkler pipes We cut them we got barbecue igniters We went to the shops I put them all together and we built the very first ever by my very first ever potato gun So the whole week building three or four different potato guns and that weekend where wives got off work We took them out to the desert and we saw her shooting potatoes and we had like the greatest time ever so much fun So then Monday I go back to school and I was not a great student. I was a great student athlete, not a great student. I was sitting in class. I was kind of bored and just

thinking like, man, how can I start my own business? Like I have no talents. I have no hobbies. And then all of a sudden I was like, wait a minute. I wonder if anybody besides me was searching for information about how to make potato guns. Huh? And I went online and at the time there was a site, there's a lot of sites nowadays, but there was a site back there called Overture. I went there, I typed in potato gun, and it showed you how many people each month were searching for different keywords on Google. And sure enough, there were about 18,000 people per month

searching for the keyword how to make potato guns. And I was like, oh my gosh, I'm not the only one. There's 18,000 other people trying to figure out how to make potato guns. I have a skill set. I now know how to make a potato gun. So I called up Nate. I was like, hey man, we know how to make a potato gun. So I called up Nate. I was like, hey, man, we're going to make a potato gun this weekend. We're going to film it, make a DVD.

We're going to sell it. And he was like, nobody's going to buy a DVD of us making potato guns. I was like, no, dude, it's going to be amazing. I was trying to explain it. He's like, whatever. So he had nothing else to do. So we sat down, and we got a video camera. We bought it from a friend.

Went back to Home Depot. We started filming us buying the pipes. I was explaining, OK, here's the pipe, and here's the correct barrel to chamber volume with you need to have. So you have to get this one to this one and if this is the right PSI, if you get the wrong PSI,

the pipe will explode in your face and then all this stuff we learned from all the different plans, right? And then here's the right igniters, the right barbecue igniters. Here's how you glue it and then we went to,

this is the shop my wife worked at at the time. She worked at a motor rewind company so we snuck in the back there and we filmed us cutting the pipes, gluing them together in this little handy cam video

and then I snuck into Boise State University because this is my first time making a training course. And so we had all the formulas for how you're supposed to make a potato gun. And so we snuck into Boise State University, this college classroom, at Saturday at 4 in the afternoon. We snuck in,

and there was this huge whiteboard across the wall. And so I remember on the whiteboard on this side, we wrote up all the formulas, like the barrel to chamber volume, all the stuff, we had all the things here, and then we set up the camera so it would just focus on the whiteboard right here. And so we're standing there looking like we're scientists. I'm like, alright, now,

and I explain, and I can see it right here as I'm rewriting the whole thing. And I film, and I explain how to make potato guns, and the whole thing was like the most fun, exciting experiment ever, right? We filmed the whole thing, and then we went and burned a bunch of DVDs because that's what we did back 20 years ago. And I put some packaging on them, threw up a website, started buying some Google ads and sure enough, I think my next slide might actually have it. This is the DVD right here.

There's me and Nate. This is like 21-year-old Russell. I want to go back to him and be like, I promise you, keep doing this. This may seem ridiculous now. You are super awkward and introverted and shy, but if you keep doing this, eventually it's going to pan out. So I made this DVD called How to Make a Potato Gun, bought the domain name, set up a website, started selling it, and started making sales. It was crazy. Again, I was a college kid without a job. My wife was working, making $9.50 an hour, and I was making like $50 a day selling Potato Gun DVDs.

I was like, this is the greatest thing in the world. Thank you. Thank you. And I have a longer story I'm not going to go into because I own a company called ClickFunnels, so I look at the world through funnels, and this is where my funnel story started. I was selling this potato gun DVD, and it was the first thing we were selling, and then eventually Google Ads costs got too expensive, so I couldn't, I was like losing money every single month. And so we built the first, we didn't call it a funnel back then, but we made it where someone bought my DVD on the next page. We'd have an upsell.

And I found this company in Northern Idaho who actually made potato gun kits. And so someone bought a DVD. The next upsell would be like a potato gun kit. And that became my very first funnel ever. And that's, anyway, that's a different story. But that's kind of how I got started with this. After I did this, I realized that 18,000 people a month searching for something are great, but it's still like, it's actually a really, really small market. I didn't become a millionaire off of

potato gun DVDs, unfortunately, but what I did learn was people will pay for information. I tell you, the craziest, weirdest feeling in the world is the very first time you set up something, you set up a web page or something, and then some stranger in the world, on the other side of the world, gives you money for something you made up. It's the weirdest, most crazy, like, I can't believe some human being gave me money for this thing that me and Nate made. Like, it made no sense, and he shipped it out, and they came back, that was amazing, and he shipped it out, and like, it just, it was the coolest thing for me. It gave me so much belief. I was like, okay, this is possible. I was like, now, what else can I do? And for me at the time, I didn't have any other skills or talents, so I started finding people who did have talents.

I met the world's fastest reader. I was like, dude, you're a genius. Can I record a, can I film you teaching this and we'll sell people? He's like, sure. And so I filmed that. We launched wreading.com. And I found someone who was a couponer. She would go, you guys ever seen the TV show Extreme Couponing?

She'd go and like buy $200 worth of groceries and get paid 30 cents to buy them. I was like, that's amazing. Can I record you doing this? She's like, sure. So, I followed her out the camera, went to Walmart, everywhere, cutting coupons, and, like, we made a course there called Living on a Coupon, and we did another one. Like, we started finding everybody who had, anyone I found who had any kind of talent. I'm like, oh, we can do this into a product. We create it, record it, and start selling it, and it was just so much fun. So, over the next 10 years of my life, I didn't just launch one product or two. I launched a lot. In fact, a couple of years ago, this is a guy named Andrew Warner. He did this podcast

interview with me where he's interviewing about my whole story. And before the interview, he's like, how many funnels have you actually put out there into the world? I was like, I don't know. Let me find out. So I went back to my archives and stuff. And this is how many funnels I put into the world before I ever launched my software company, ClickFunnels. Each one of these is his own product, own person, and we did a lot of them for 10 years, over and over and over. And I became obsessed with this, creating funnels,

information products, selling them over and over and over, every market you can dream of, over and over. And it was like the most fun thing of my entire life. I did that for a decade, and in a decade, I launched over 150 funnels. Thank you. I don't think there's another human being on this planet more obsessed with this topic of, like, creating funnels.

Like, it's my passion. I love it, right? And so I did that for 10 years, and then a little while later, I was actually on a mission trip in Kenya. And we work with a company called Village Impact, and they build schools in Kenya. And we've been donating for a long time. eventually Stu and Amy who own it were like, Russell, you got to come to Kenya with us. And I was like, I am never going to go to Kenya with you. I will give you money and you guys can do that thing. And one year they went and they built this college classroom, this classroom, these kids, and they filmed the kids in this room and the kids

are like, they trained them how to say, they're like, thank you, Russell. Thank you, Colette. And like this thing. And so they sent me the video of this and my wife and I are watching. We're bawling our eyes out, right? Okay, we're going to Kenya next year. So went to Kenya and in Kenya I had a really cool experience. In the background, there's this guy right here with the camera. You see him? His name's Bill Harrison. It's the only picture I could find of him. He's a guy, he's kind of like Josiah. He's like behind the scenes, the mastermind that runs everything. He's not like the pace who's in front of everybody. But he's a genius.

One of the smartest marketers ever, Bill Harrison. And Bill and I, we were on a safari while we were out there. We sat in a Jeep for four hours. And we're just talking shop, talking business. So much so that after like 30 minutes, the Jeep stopped to go look at like a lion eating something. We're like watching it.

And my wife got out of the Jeep and got into someone else's Jeep. So you guys are boring me with this business talk. And she went off on someone else. And me and Bill talked for four hours about stuff. And at the end of this four hour session, he said something that literally changed my mind forever. It changed my life forever, changed everything. And this is the piece that I want to share with you guys. Cause I think if you guys get this part, it's going to be huge. He told me, he's like, Russell, I've got a really nice business. We do 10 plus million dollars a year. He's like, um, I feel like I'm one of the greatest business owners, marketers in the world. It told me, he's like, Russell, I've got a really nice business. We do 10 plus million dollars a year. He's like, I feel like I'm one of the greatest business owners, marketers in the

world. He's like, I feel like I have a level 10 skill set. He's like, I'm applying this level 10 skill set to a level two opportunity. And so I'm capped out. I can't get past this $10 million a year mark. He's like, I have friends who are not that smart. They have like a level two skill set, right? They're not that smart, but he's like, but they step into a level 10 opportunity. He's like, two of my friends exited for a billion dollars. They're morons. They don't know anything. They have a level 2 skill set, but they're in a level 10 opportunity.

He looked at me. He's like, Russell, I feel like you are the best on the planet at building funnels. He's like, there's nobody better. He's like, you have a level 10 skill set, but right now you're doing a bunch of level 2 opportunities. I was like, oh, 150 level 2 opportunities. And some of those were good. Some of them made a million dollars a year. Some of them made five million.

They were all good, but they were all level 2 opportunities. He's like those were good. It's like someone made a million dollars a year, someone made five million. Like they were all good, but they're all like level two opportunities. And he's like, what's your level 10 opportunity, Russell? I didn't know. I was like, huh. So I thought about that for the rest of the trip. I thought about the next week, the next month, a couple months.

I found my business partner. I told him like, what's our level 10 opportunity? I'm like, we're doing well, but like, is there something bigger? Like we have a level 10 skills. Like how do we apply this to something good? And we didn't know what it was going to be. And for me, what I started realizing was like, we're doing well, but like, is there something bigger? Like, we have a level 10 skill set. How do we apply this to something good? And we didn't know what it was going to be. And for me, what I started realizing was like, me building funnels is amazing, right?

Each one I can do a million, $2 million a year on. But it's like, my level 10 opportunity is not me doing the work. The level 10 opportunity is me teaching people how to do the work, me showing this. And so we started transitioning from me just doing the work. Like, what if we started coaching people on how we're building funnels, right? What if we built software to help people build funnels? And so we transitioned, and that transition went from Russell doing a whole bunch of funnels to 10 years ago we launched a software company called ClickFunnels,

a training platform that now, last month, we passed a billion dollars in sales. Isn't that crazy? It's crazy. You have a level 10 skill set applied to a level 10 opportunity. So that's what I want to talk to you guys about today. So as I was learning through this, this is my original mentor.

His name is Dan. Any of you know Dan Kennedy? Any Dan Kennedy fans in the world? Okay. This is my first mentor I started learning from. This is the course he had back in the day called Info Riches I bought. This is him, I think, during the Reagan era.

He's awesome. I actually bought his company three years ago, which is kind of a cool thing. But he speaks at events. He will not do slides. That thing over there is called an Elmo. And so he'd bring a stack of papers to the event, and he'd put it down.

And his slides are pieces of paper. So this is him teaching Info Rich riches, and he talked about this concept, he called it, he's like, he said, if you want to be rich, there's an image of being rich and being wealthy, he said, if you want to be wealthy, you have to learn how to be a shovel seller, and I was like, what does that mean? He's like, there's all these people out there who are trying to do things, and they're making money digging for gold, right, but he's like, the people who make the most money are the shovel sellers. And then he shared this story about a guy named Sam Brandon.

Anyone hear the story of Sam Brandon before? Okay, this is like the most fascinating story. So Sam Brandon lived out in San Francisco during the gold rush, and Sam was out there, and he's an entrepreneur just like all of us, and he's trying to figure out how to make some money, and you see he's like, everyone out here is trying to dig for gold, pan for gold, there's gold fever right now happening. So he went out there, he went to all of the shops in San Francisco.

And he bought all the picks, the shovels, the little sifting things for the water. He bought them all, put them in his shop. And he was the only one that had that. And then he got some gold in his hand. And he walked around the streets yelling, there's gold in the American River. There's gold in the American River. And all these people started freaking out. Like, there's gold.

There's gold. We've got to go dig for it. And they started running, trying to find it. The picks and the axes and the things. No one could find it. So they all ran to Sam Brennan's shop. They bought all the tools from him. They went out to dig for gold. We gotta go dig for it." They started running, trying to find it, like, the picks and the axes and the things. No one could find it, so they all ran a Sam Brandon shop. They bought all the tools from him. They went out to dig for gold, and Sam Brandon became the first millionaire in San Francisco's history. Okay? Now, there's a lesson behind this. I want you to understand, right? You want to become a shovel seller. That's the level 10 opportunity. My guess is, most of you

know, you're probably level two, maybe level three opportunity, and you're doing well. If you're able to be in this room, obviously it's not inexpensive to be here. I'm guessing you're all doing really well. But I'm also guessing most of you have a level 10 skill set, but you're probably applying it to a level two, level three opportunity. Right? Which is why, you know, anyway, I'm going to go deep in that. I'm going to show more case studies.

But this was the big aha for me. It's like I'm doing the thing. I'm building funnels, building funnels, building funnels, which is great. I can make a really good living from that but my level 10 opportunity was stepping back saying I'm the best in the world of this. There's nobody who geeks out more than this What if I showed this other people help them all do it and then boom that changed my life overnight Okay, that's key. Have you guys ever seen Alex or Moses before this is blowing up on social media So Alex came in my world when he first joined my mastermind program my first call

He's like my goal if I can make sure if I can make an extra $20,000 a month, it'll change my life. And I started laughing. I was like, dude, we're going to blow your mind. So he came into our world. And this is like a two-minute podcast clip that I found the other day that I want to share with you guys. Because on this clip, he talked about me telling him this level 10 opportunity concept how to shift everything for him. So here we go. Hopefully, the audio coming. It's at this hangout or this mastermind or this meeting where you realize I'm in the wrong business, I shouldn't be running gyms. I should be teaching other people how to run, run their gyms, right? Uh, how did you even end up at that thing? It was, it was, and it was like Russell's idea, right?

At least I saw the video. So the long story of Compressco is two years before I went to that mastermind, I went to traffic and conversionversion Summit because I knew I needed to learn more about marketing. And like, I'm a gym owner, I'm not an internet marketer. I was like, this is not my world. You know what I mean? I was like, I got to learn more about marketing. So I'm going to go to this marketing thing. So I go there and one of the side rooms is Russell.

And he goes and pitches click funnels. But he couldn't actually do the stack because they weren't allowed to sell. So he did his entire sales presentation and then literally just stopped before the buy button. And I was like, oh, whatever. I was like, screw the gyms. I want to learn how to do this stuff. And then, like most things, because I couldn't buy, there was nothing that I did. And I went back to my life for two years, and that was it.

And then when I was having some sort of existential crisis, because I was now 26 or 27 at the time, all the gyms were making money. And I remember texting one of my managers, and I was like, Hey, do you need anything? He was like, uh, I think we're good. I need some ink, you know? And I like ordered my Amazon cinnamon ink. And then I was done for the day. I was like, I needed to be useful. So I Googled, I was like, you know, that Russell thing was really cool. So out of the blue, I Google his name. And the first link that comes up is, are you one of my dream clients or something, which was directly to his mastermind. So I applied to the mastermind.

I got sold on the mastermind. And transparently, I should never have been sold on this mastermind. It's for internet marketers. And I was the only brick and mortar business owner there. And they're like, oh, yeah, tons of gym owners. And I've already told him. We laugh about it now. But, like, anyways, I show up, and I'm like, all right, all the guys show their funnels and all this stuff.

And I was like, yeah, I own a bunch of gyms. I'm trying to get to 10. I've got six. So that's kind of, I'm just here to work, you know. That's where I'm at, yeah. Yeah, and so I walked through my acquisition process because we were getting 31 on the front end. So 31 LTV decalcuration in the first 30 days. Right? Not including my recurring on the back end. And I walked through.

Which basically means you're making 30x what you were spending. You spend all your cash. You get $30 out. On cash. In the first month. Yeah. So when people are launching. Which is like a good for a lot of brands, like one to three over a year would be alright. It was insane.

I mean, so it would cost us $3 to get a lead. And one out of five leads would give us $500. And the reason that it wasn't more than $30 to $1 is that that's me giving the average with the sales guys. But when we ran it and I was selling and we were working leads, we could get $100. It was insane. So anyways, he saw

these numbers and was like, what is going on? And so anyways, I walked through it and he said the sentence that changed my life which was, Alex, you shouldn't be running gyms You should be showing gym owners exactly what you showed me And right now, you're in a level 2 opportunity With a level 10 skill set And those were the exact words that he said to me

And it honestly hit me like a ton of bricks Because I was like, this is my vision United Fitness, we're going to be America's next gym We're going to make America healthy We've got this But he made more money than me at the time. And so I was like, if I don't listen to someone's advice, then why am I paying for it? All right.

You know. So think about this. Alex gave my world. He had a gym, right? Level two opportunity. He loved the 10 skill set, killing it, but he's capped out I'm a six and going to eight to nine to ten But no matter like you keep working harder and harder and harder, but the opportunities like only level two

So how are you supposed to transition you can't right so we transition from I'm gonna grow Jim's Let me help gym owners start coaching it and boom from there Blew up build gym launch. He was our you know He wanted with these awards, we have 2ComicClub, which if you make a million dollars in the funnel, you get 2ComicClub award, 10 million 2ComicClubX, 100 million 2ComicClubC, and then the last year before he sold the company, that purple award right there is called the 2Hard Award, which means you gave away a million dollars to a charity. Him and his wife were able to give away a

million dollars to charity, and then they ended up selling Gym launch, which, give them a round of applause, that's amazing. They sold gym launch, that was the level two opportunity, but over time, as big as it got, it was like, this has now became a level two opportunity for them. He sold that, and now he's doing what he's doing now, acquisition.com, which is his new level 10 opportunity. So this happens in levels, right? We're always ascending and moving up from our level two to our level 10, and that's how you start growing and

scaling, okay? Pace is a good example. I was pulling Pace. So Pace, I had a quick little interview with him this morning, and with him, I was like, hey, tell me the story. Like, how did everything start? He's like, well, I started, and I was in construction. I was building, I was doing these houses. I was doing the work, right? Probably making pretty good money, probably pretty content, right? But they transitioned from, I'm doing the work, right? I'm not digging for gold, to like, what if I give picks and shovels and axes and everybody to everybody else, and boom, he built this brand, which is now a nine-figure brand, right? Insane. So that's what I'm talking about, you guys, because everyone you guys hear has something inside of you. You have something,

I always tell people, like, every single person that's been placed on this planet has a calling. Right? I think God gives everyone talents, skills. He gives you trials. He gives you problems. And the reason why he gives you those things is because you are supposed to use those things to figure it out in yourself. And then after you figure it out for yourself, your job is to serve other people. And every single person who's here has been called to serve another group of people.

So you're like, who's the people I'm called to serve? You've got to figure out who those people are. And then you're bringing back everything you learned, all the resources, all the things you've figured out, and then you can change their lives. And that's how you change. It's the most fun, exciting thing in the world when you take the things that, again,

sometimes it's like the cool things you figured out, but most times it's like the painful things you went through, and you can take somebody else who's in pain and get them out of pain. How does that change their life? How does that make you feel? And it's like the coolest thing in the world. So I'm going to show you a couple other examples

of friends I have that have taken information from the brain. So I'm sure some of you guys are thinking like, well, what would I do? I don't even know what I would do, right? This is my friend Jacob Hiller. Any of you guys know how to jump, by the way? Most of you do?

Oh, cool. Well, Jacob knows how to jump. He liked jumping a lot. He became obsessed with it. So he started learning, how do I jump higher? And he started doing calisthenics exercise and stuff. He got better and better at jumping. And eventually, everyone's like, man, you jump really high. He's like, yeah, that's cool. And they're're learning how do I jump higher and he started doing calisthenics exercise and stuff he got better and better jumping and eventually I was like man you jump really high he's like yeah that's cool and like how do you jump so high the very first time

someone asked that question how do you that's when the spark should happen your head here once you're twice by time you're the third time you know there's a market for it people could ask him how you jump how you dunking how are you doing this thing if I was like oh so he created a course called the jump manual launched, and this manual has done millions and millions of dollars year in and year out for a decade. Yeah, your kid's got it. Stacey and Paul Martino, these are my friends,

they were in a marriage, they were struggling on the brink of divorce. It was a mess. And they decided to change everything. Stacey ended up building a whole program, not building a program, figuring out how to save her marriage

and transform everything in their lives. And then people started asking, how did you do that? Like, you guys were like literally separated, divorced.

Like, how did you come back and now you have this passion, this excitement in your marriage? How did you do that? Right? And the next person asked, third person asked them. So they started telling their friends,

started telling more people. They love sharing it. Their friends started having success and stuff like that. And all of a sudden, this thing, it's like, like they didn't know what it was,

but it was like this calling. Like, you're called for more. One of my friends calls it a call to contribution. Like, I felt this call to contribution. Like,

we need to do something. We need to do more. And so they decided, okay. And they didn't want to do it. Like, she was an accountant. He was,

I think, a lawyer. I don't know. Like, they were not, like, relationship gurus, but they had something different

they'd figured out that was different than anything else on the market. And so they decided to eventually put together a course, a training, a seminar system. And right now, my wife and I actually had a chance, we went to their retreat in Jamaica last year and with all the high-end groups, kind of like this, this group here. And their average, so the average divorce rate in America is like 60 or 70% right now, something

crazy. The average divorce rate in their group is 1%. And they had something amazing, right? And they're called to serve. And now they're changing millions of people's lives all around the world, right? And every single one of you has to have something. God gives you talents and gifts and problems

and opportunities, all these things to develop you into somebody who's going to be able to change somebody else's life. That's my biggest belief. That's what I think this whole thing's about.

This is Annie Grace. Anyone know Annie Grace? Annie Grace, someone who struggled with alcohol addiction her whole life. Not her whole life. After she got married

and got in a business and started struggling to the point where she couldn't overcome it. She tried the traditional ways to stop. She couldn't do it, so she figured out a whole new way to do it using NLP and your mind and everything. And she overcame her alcohol addiction for herself. And then people are asking her, how did you do that? How did you do that? How did you do that? So she wrote a little book out there, posted the book online.

It's a free e-book. No opt-in or anything. E-books have like 150,000 people downloaded it. And we're freaking out like, Andy, you've got to teach us. She's like, I donin or anything. The e-book said, like, 150,000 people downloaded it. And we're freaking out, like, and you've got to teach this. She's like, I don't teach stuff. I'm like, hey, I'm not going to do a course.

I don't teach. That's not what I do. I'm in the corporate world. I just stop drinking. Everyone kept asking and asking. So she's like, fine, I'll do this thing. And she's creating a course,

an event, all sorts of stuff. And now she's changed millions of people's lives, helped insane amounts of people overcome alcohol addiction, saved families, saved relationships, protected children. Like, what she's done with her calling is insane. And she's changed millions people's lives help insane amounts of people overcome alcohol addiction saved families say relationships protected children like what she's done with her calling is insane and she's someone who's very

introverted it's not something she wants to do but she's called to do it and I look at what she's doing how she's changing the lives of literally millions people around the world because she was willing to step out of her level 2 opportunity and into her level 10 opportunity and share her message with the world I got I can say tons. This is a home. She's a dentist, making great money, running multiple dental practices. And then she decided, what if I help other dentists to fill their practice? She was using Facebook ads and funnels to blow up her practice.

She stepped out, started teaching other people, and now she's a whole community. She makes 100 times more money helping other dentists than she ever did being an actual dentist. The first time I really got this process, this is a guy named Matt Fury. He was a wrestler. I was a wrestler growing up, and so when I first got in this world, I saw Matt Fury,

and I signed up for one of his coaching programs. I remember he said the coolest thing. He said, when I got started in this world, he's like, I was a teacher, and I was teaching wrestling and fitness and stuff, and he's like, I got paid, I don't know, $100 a day to go to school and teach a class of 30 kids, right?

Maybe $200, whatever the money was, right? And he teaches that. He's like, I would go teach, make $100. Come back, teach, make $100. But I had to go to class to get the $100 every single day. And so if I didn't show up one day, I'd have no money. He's like, everything, all my money was bound to how much time I was actually putting into it. He's like, then one

weekend, I sat down and I wrote a book called Combat Conditioning. And this book is like not a fancy book. If you open it, on one page, there's a picture of him doing a push-up. And on the other side, there's a paragraph explaining how to do a push-up. And you flip it over, there's a page talking about how he did the Hindu squat. And the paragraph explains. And he's got 50 exercises.

He's like, I spent all weekend long, took 50 pictures, wrote 50 paragraphs, put in a book, put a price tag, $50 on it, title of combat conditioning. And this book has made him probably at this point tens of millions of dollars selling his book. And he's like, the coolest thing is I did it once, and I stepped away, and it just keeps selling every single day, day in and day out, forever, right? I have courses and products and things that I've built that are selling right now, whether I'm here or not,

when I'm in Greece next week. When I die, they will continue to sell. They'll sell for my kids, my kids' kids, my kids' kids. So we structure it, set it up, and they just keep on running, right? That's the power. You break out of your time when you get into this coaching and information businesses, okay?

All right, how many of you guys are a little more excited about like, maybe I can do this. Maybe I hear that call to contribution. So I'll walk you guys through a couple, a couple of like key principles. If you understand these things, I could unlock everything. 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, we downloaded this app and within minutes, we found out a whole bunch of subscriptions. In fact, we had multiple Hulu payments, multiple Disney payments from accounts that my wife had set up and I had set up and we weren't even using one of them. It was crazy. Rocket Money is a personal finance app that helps you to find and cancel your unwanted subscriptions. It monitors your spending and helps lower your bills so you can grow your savings. Rocket Money showed us where all of

our subscriptions were in one place. In fact, it was crazy how many recurring payments we had that we had completely forgotten about. With just a couple of clicks, Rocket Money canceled the ones we didn't need. And the best part is they even monitor unusual spending activity and they alert us if our bills increase. So I'm always in the loop. Rocket Money has over 5 million users, including my wife and I, and has saved a total of over $500 million in canceled subscriptions, saving members up to $740 per year when using all of the app's premium features. In fact, my wife and I, we literally saved over $1,000 a month when we started using Rocket App. Now their dashboard is amazing and you get a clear view of all your expenses across every account you have.

You can even create a personalized budget with custom categories and track your monthly spending trends to stay on top of your goals. You want to save for that dream vacation or pay off some debt? Their new goals feature 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, let me paint you a picture. You're running a business, your funnel's finally converting like crazy, and suddenly it hits you. You need to hire someone like yesterday. Maybe it's a copywriter to help you crank out more

sales pages or a designer to refresh your landing pages or someone to do customer support to help you to handle your growing audience. The problem is you're swamped and you don't have weeks to shift through resumes. So what do you do? You turn to Indeed. When it comes to hiring, Indeed is all that you need. They make it fast, simple, and super effective. Stop struggling to get your job seen on those other job sites that bury your listing. With Indeed's sponsored jobs, your post jumps straight to the top of the page so that the right candidates see it first. It's just like pulling your job out on a billboard for the exact person you need to hire. And it works.

Sponsored jobs on Indeed get 45% more application than non-sponsored jobs. Now, here's the best part. With Indeed, there's no monthly subscription, no long-term contracts. You only pay for results. And let me tell you how fast this platform is. Literally in the time that we've been talking right now, 23 people have been hired on Indeed worldwide. Imagine finding your dream hire while your competitors are still waiting through job boards and job boards that don't deliver. So here's what you need to do right now. Go to indeed.com slash clicks right now and get a

$75 sponsored job credit board to boost your 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 is all that you need. I learned this next one from my friend Myron Golden. Myron calls this the four levels of value. And when he explained this to me the first time, everything kind of connected. I was like, oh, this is why we make more money doing it this way. This is why these are level 10 opportunities versus level 2 opportunities.

So the first level of value here at the bottom is called implementation, okay? If you are working in a business where you are in a level one of value, you are using your muscles to make money. You're implementing, right? So I think about this Pace. When Pace got started, what was he?

He was a contractor. He was out there and he was out there every Sunday like working on houses. Like I don't know exactly what he was doing, but he was putting together houses. I'm not a real estate guy. I know nothing about real estate. But he was doing there, and he was out there every Sunday, like, working on houses. Like, I don't know exactly what he was doing, but he was putting together houses. I'm not a real estate guy. I know nothing about real estate. But he was doing that, right?

He was building houses, putting stuff. So he was working with his muscles, which is great. And the hardest working people in this world are working with their muscles. The problem when you work with your muscles, though, is that you get capped out at a certain level. Like, you can't provide more value, right? This is where you're always trying time for money, time for money, right? And you think about this. As someone who's working in a business with their muscles they're usually 80 to 100 thousand

dollars a year is kind of the cap and then you get stuck you can't get past there right and so people think like I gotta work harder I work harder I work harder you don't make more money by working harder okay you can't do that the only way to make more money we lost my slides the only way to make more money is to shift the level of value you're operating in. Okay? Because, I mean, eventually, if you have eight hours a day, if you have 10 hours a day, 12 hours a day, you cap out.

You can't get any physical anything past that, right? All right. Okay, so first level of value. Down here, level one, is your muscles, right? Level two value is unification. This is management skills. This is where you come in,

and you are taking a whole bunch of people's muscle, and you are unifying your managing and other working right so you make more money because you're you're moving more things you're getting more muscles to work right okay so unification so that's management skills right now management you make more money than work your muscles right because now you're helping like eight to ten to twelve people to work their muscles so you're giving more value so you make more money so by shifting from working for you with your muscles to working to working with their muscles, so you're giving more value, so you make more money. So by shifting from working with your muscles

to working with your management skills, you make more money because you're operating at a different level of value, right? But then there's another problem with management skills. The problem with management is that you kind of cap out again. Good managers make $150,000, maybe $250,000 a year, but it kind of caps out once again, right? I don't know, but how many of you guys

like to be in an opportunity where you're capped out of your income? No, it's the worst, right? And I don't know about you guys, how many of you guys like to be in an opportunity where you're capped out of your income? No, it's the worst, right? Like, if you're going to work anyway, might as well, like, might as well make a lot of money. Now, the problem is, again, people are like, okay, we're going to manage more people, and they try to keep continuing,

but you can't make more money working harder in the level of value. The only way to make more money is to shift the type of value you're operating in, okay? So number three level now is moving up to communication, okay? Communication. Think about the people who make the most amount of money are communicators. These are people like actors, actresses, speakers, salespeople. They can speak and they can make money, right? When you're able to speak and make money, you're not bound by time or anything else, right? The people make the most amount of money, you make more money when you

move to level three, which you learn how to speak with your mouth, right? It may not seem fair. You don't work as hard speaking as you do with your muscles, but you make more money because there's more value in communication than there is in working with your muscles, okay? And then the fourth level of value is imagination. This is where you're using your mind to make money, okay? Now, level three and level four are my two favorites because both of these have no caps, right? If we can use our mind to make money, we can use our mouth to make money, then we don't have any financial caps so we can make as much money as possible, right?

And so that's what the four levels of value are. Now, I'm curious for you guys thinking about your businesses right now. Like, what level of value are you currently operating in? Okay. A lot of you guys are in one, right? Yeah, it's usually the way it works. When you first get started,

you're at a one because you're doing a thing and then you start building a team and you level up. Now you're are in one, right? Yeah, it's usually the way it works. When you first get started, you're at a one because you're doing things, and then you start building a team, and you level up. Now you're managing a team, right? But you're still capped at these things. So the question is, how do I break free? I don't want to have a ceiling. I cannot do it at level one or level two, but most people are stuck at level one or level two.

So if you want to get unlimited wealth, if you want to have no ceiling, if you want to grow, you have to move up to the next levels. All right, let's talk about level four first. So level four is imagination. I want to talk about this because this is one that's harder for people to grasp. I think most people are easily like, oh, I understand what cells are and what communication is, but what is imagination? Okay, so let me explain to you guys how imagination works.

So it starts down here with each of you. How many of you guys remember back when you were a normal person? Okay. Before you came. with each of you. How many of you guys remember back when you were a normal person? Okay? Before you came. It's a long time ago, right? So what happens for most people is they come in and they're a normal person

and they have something they want, something they desire, some kind of big result they're looking for, right? So here is, it says result. I have horrible handwriting, but you get it, okay?

So there's a result. This is the thing that you want, right? And so it could be anything. It could be, let's say you're down here and you're like, I want to lose weight. The result, I want to lose 20 pounds. So you have the result you're looking for, okay? So there's a result. This is the thing that you want, right? And so it could be anything. It could be, let's say you're down here, like, I want to lose weight. The result, I want to lose 20 pounds. So you have the result you're looking for, right? And you start going on this journey, okay? So you start going on a journey, trying to get the result, and you're like, what should I do? What should I do? And you start pursuing the result, and let's say, like, I'm going to start, I'm going to do the paleo diet, because that one sounds really cool. I saw it on my newsfeed five

times today. So you start the paleo diet, you're like, oh, it's amazing, and all of a sudden, whoo, and you mess up, right? Oh, crap. So you come back to go, okay, I'm going to try again. I'm going on my newsfeed five times a day. She saw it on the paleo diet. You're like, oh, it's amazing. And all of a sudden, whoo, and you mess up, right? Oh, crap. She'd come back to go, okay, I'm going to try again. I'm going to try, this time I'm going to do the keto diet. She's like, I'm going to do the keto diet. You're going, it's like, this is amazing. And all of a sudden, wah, and you wreck it again. You're like, oh, dang it. And she tried the next one, and the next one was crazy. I bought a female weight loss business two years

ago called Lady Boss. When I bought it from Caitlin Poland, who owned the company, she told me, she said, the average woman in America goes on eight diets a year. Eight. Okay? And each one costs something else. Eight diets a year. You think about this. So that's like

this is eight times and they're not ever getting the result, right? Think about this in, if you want to start a business, like real estate. Like how many guys before you met Pace, you tried something and it was like, ah, and you're ta-da, and you're like, you tried multiple things before you got the result. How many guys, that happened to you, right? And it happens over and over again.

But what happens eventually, if you stick at something long enough and you start working through it, working through it, eventually you get the most powerful thing in the world. You go through it, you get to the end, and boom, you get the result. And you're like, I got the result, I figured it out, I got the thing, right? And then what happens is that in that journey, you get the most valuable thing in the world.

The thing that you get is now you have a map. You know how to get that result. You've done it. When I got started in this business, I was like trying to figure out how to make money on the internet. I was trying to sell stuff on eBay, on Craigslist. I was trying to do this, like all these different things, right? I was trying a thousand of ideas.

And eventually I was like, I made a potato gun. I put it together. I did the whole thing and I launched it. And all of a sudden I got the thing. I made my very, and eventually I was like, I made a potato gun, I put it together, I did the whole thing, and I launched it, and all of a sudden I got the thing, I made my very first sale. I was like, I have a result. I did it. Like, I tried like two years, and I went through all these things. I finally, I, somebody bought something from me. On the other side of the world, they bought something for me, and they gave me money for something I created. I know how to do this now. Like, I have a map. I told you, the potato gun market's not that big, but I have a map now. I know exactly, I know how to go from here to here I can do over and over and over and over again

And I did I was like hey speed reading. I don't know that boom made money with it. Hey keep on boom Hey, boom boom. I did it 150 times. I had a map. I knew exactly where to go I kept using the map over and over and over again Okay, if you lose weight you figure out whole process I lost weight and I finally I had tried a million things that this was the map that actually worked. I have this map. The map is the secret. The map that you have, that is the value. And every one of you guys has a map.

Every story I showed earlier, Jacob Hiller wanted to learn how to jump. He tried a million different things, figured it out, boom, he's got a map. It's like a recipe, right? If someone gives you a recipe to build a cake, to make a cake, is it hard to make a cake? Step one is this, step two, step three, and then you make a cake, right? Same thing here.

Jacob's like, I want to teach people how to jump. I try a million things, do things that work the best. He can work with any single person, give them the map, give them the recipe, and the person can increase their vertical. He's tasting Paul Martino with their marriage thing. They tried a bunch of things. One thing worked. They got a result.

They have a map. They find people who are struggling in their marriage, like, we have a map. They come here, I'm going to show you the map. And they take them on this journey, and they give them success. Right? Pace was talking to me earlier today. I was like, what's the first deal you did?

How did it all work? He told me. He tried a whole bunch of different things. Eventually got it, got a map, and started sharing with people. It was the Circle K, the parking lot. First time three people showed up. He's like, dude, I got a map. And he was so excited.

He wasn't trying to make money. He was just excited. He figured something out. He's like, let me show you this thing. And the next day, like, 20 people came. Then 100 people came. So eventually, there's a whole gang of people at 5 in the morning showing up at Circle K, right? Because he was so excited about his map.

Every single one of us has a map to something. And it could be anything. It could be in real estate. It could be in fitness. It could be in, like, whatever it is that you've got. The hardest thing for most people, the reason why they struggle with this idea of, like, imagination, is that typically the thing that you have that can change most people's lives for you is a superpower. And you don't even know it's valuable.

That's the biggest problem. It's not that you don't have something valuable, it's that you don't know it's valuable. Because it's second nature for you. Like, you show me a sales funnel, I can look at a sales funnel in three seconds and I know exactly what's wrong with it. It's like, yeah, change that headline drawing, move this, that's the wrong order, change that, da-da. It's like, second nature to me. All I've done for 20 years is look at sales funnels. I don't even think about it twice.

People pay me $250,000 to come in a room with me for a day and be like, move those three things. I'm like, how do you not see this? It's really simple. They're like,

I don't know. They're already checking for $250,000 and I'm just like, move those three things. For me, it's my superpower. It's not even hard.

But for them, it's insane. It's a superpower. And every single one of you guys is gifted and born with a superpower. And you just don't even know you have it. You just. It's a superpower. And every single one of you guys is gifted and born with a superpower. And you just don't even know you have it. You just think it's second nature.

And that's why when you start sharing this stuff with people, and people are like, wait, how'd you do that? How'd you do that? How'd you do that? You're going to have me here a third time, and it's like, oh my gosh, is this a superpower? I didn't even know. This whole time, I didn't even know.

I know how to get a result for somebody. I have a map. And this map is the coaching. It's the book. It's whatever the thing is for you. And what happens for most people, it a result for somebody. I have a map. And this map is the coaching. It's the book. It's whatever the thing is for you. And what happens for most people, it's happened for me. I started building funnels,

my potato gun funnel. People found out about it. They started inviting me to speak at events. I showed them my potato gun funnel. I showed another person. I kept doing it. I spent eight years traveling to seminars, teaching people like,

this is how I made my potato gun. And people were all freaking out. And they kept asking the same question over and over and over and over again to the point I was just like, if I have to answer this question one more time, I am going to kill myself. Like, it got bad.

Pace and I were talking about this before we came down here. He was saying these, like, I kept answering the same question day in and day out. It's like, the reason why I finally decided, like, fine, I'll make a community and a training is because I kept asking the same questions over and over.

I said, I want to create something I can give people so they can listen to that and then we can have, like, intelligent conversations. I'm like, I feel the same way. My first book literally was written because I was so tired of having the same conversation a thousand times. I'm like, read this book first and then we can have intelligent conversations. I feel the same way. My first book literally was written because I was so tired of having the same conversation a thousand times. I'm like, read this book first, and then we can have a good conversation. It was just taking my map, putting it in a book or a course or a coaching course or something,

but you're taking this thing, and you're putting it out there for people to be able to use the map to get the result. But that's what we're talking about. That's level four. This is the imagination, how you imagine. You're creating this thing out of thin air. That's your result. You know the steps. And all it is, when you're creating this map, I call it a framework. And basically, all is a framework. You're taking people on steps, right? You know, okay, the first step you're going to, like, to be successful and

to get this result, the first step is this. Second step is this. Third step is this. Fourth step is this. Fifth step is this. And that's it. It's this framework. Here it is. Step-by-step process, right? If you look at any book, you open a book and you flip to the beginning, there's a table of contents. All the book is is like, here's the step-by-step process to get the result at the end. Right? Look at a coaching program. Usually

there's modules. You log in. I logged in the sub-two members area last week. I got an account. I logged in there and there's like four or five different trainings in there. You log in. It's like, oh, here's step number one. It's just like the steps to get the result, right? It really is that simple. Everyone tries to overcomplicate it and make it this big fancy thing, but it's not.

It's just you've got a result. You've figured it out. You've got a map how to do it, and now you're going to go and create a framework. That's imagination. You're imagining this thing that's not real. Nobody else ever had it. It's coming out of your head, right? That's how this game is played.

If you start thinking about this, if you want become a coach or or a writer or an author whatever you need to become a framework creator so i start thinking in frameworks this is how the best coaches the trainers this is how they do it how many of you have ever been to tony robbins upw cool if you haven't it's worth it especially if you can walk on fire it's insane so uh tony changed my life my wife and i've been married seven years, we were struggling, I went to Tony Robbins, I walked on fire, blew my mind, sent my wife, changed our marriage, changed our relationship, changed everything, it was amazing, and then went to UPW a couple years later, we did it again, went to Dave Destiny, did the whole Tony Robbins circuit, went to Fiji, like, did the whole thing, loved it,

and then took a couple years off and going to Tony events, and then during COVID, when COVID hit, my kids are home, they're all kind of struggling. I was like, hey, Tony's doing a virtual UPW. We should sign up all the kids. We signed all the kids up for UPW. And we sat down in this room at my office, and we're all watching it together. And at the time, I was teaching people about creating frameworks. And Tony got up there. He did his normal Tony stuff for a few minutes. And all of a sudden, Tony stopped, and he said, OK, first thing I'm going to talk about is this. And boom, he went in, and instantly, he started a framework. I can't remember which one the first one was like the three core things of leadership

And he's like number one is this number two is this number and I was like, huh? I wrote down my note pad wrote I wrote the three core leaders afraid of leadership and then he went to the next one is that a taught that for like an hour Then the next thing he's like, oh, this is the five skill sets of a bubble ball I was like, huh? I wrote down that and what wrote down again and in the first day if you look at the very first day of UPW I challenge you guys all do this time for UPW watch the at the very first day of UPW, I challenge you guys all to do this. Sign up for UPW, watch the first day.

The first day of UPW, all Tony did for the entire day is he had 26 frameworks he taught. And every single one of them was like, here's a story, and then like, here's a framework. So three steps, the seven steps, the five ways to do this, the two ways to do this, like, and each one's just a framework to get a result. And so at UPW, day number one, there's 26 results

Tony's trying to get you, and that's all he does. Like, took away the magic. I was like, it's just frameworks. That's all it is. So what are your frameworks? You have to start thinking about this. If you're good at something, what was the step-by-step process that got you the result? That's your framework. And that's how we start this game. Thinking about what are the frameworks you have.

This is where imagination comes from. You're imagining these frameworks. I got this, I got this, I got this. I just taught you guys Myron Golden's four levels of value framework. He created that framework. I was like, that's amazing. I'm like, Myron, can I share that? He's like, sure, as long as you give me credit for it, I'm like, done. I just taught you guys Myron Golden's four levels of value framework. He created that framework. I was like, that's amazing. I'm like, Myron, can I share that? He's like, sure,

as long as you give me credit for it, I'm like, done. So I just taught Myron's four levels of framework, right? All my teachers. So I'm noticing all the greatest speakers in here, almost all of them

are getting a framework. You start looking at it through that lens like, oh my gosh, they're just teaching me a framework. They have a result. They know how to get the result. Like who spoke,

did Adley speak yesterday I heard? Okay, she's got a billion views. How many of you want a billion views? So do I. Then she had a framework. She just taught this. It's crazy.

I bought her a course like two days ago. And then I didn't know. I found out she was speaking. I was like, oh, I just bought her a course because she had a result and I wanted the result and I wanted her step-by-step framework. I'm assuming yesterday she gave you guys here's the step-by-step process

how to get a million views, right? You just learned a framework. So that's what you have to do. You have to become framework creators. I'm going to pull you guys out of the matrix. Right now you guys are consuming frameworks, which is great. But if you have to do. You have to become framework creators. Okay, I'm going to pull you guys out of the matrix. Right now, you guys are consuming frameworks, which is great. But if you want to shift levels of value from level one, level two, up to like level four,

now it's your job to start thinking in frameworks. Like, what's my framework for this? What's my framework for this? And you start thinking through those, and this is where everything shifts for you, okay? So that's the first step in really understanding how to start being a coach. And at first, you're not going to know. So first, you start helping people. You start taking them, start doing this, start doing this. Like, people start asking you questions. Like, oh, let me go find the answer to that. That's a great and first you're not gonna know so first you start helping people you start taking them start doing this start this like people are asking questions like oh let me go find the answer that's a great question I don't even know you research the question come back like

that's how we do this and you start learning and growing and that's how you start developing your very own frameworks okay so that's the that's level for imagination I want to sit down one one level of communication okay so I start creating these frameworks there's a lot of ways we can package it right you could package it as a course a community, you can package it as a live event, as a book. If you look at, in fact, let me show you this real quick. This is something, I don't have a slide for this, but this is a thing that like, when I start understanding this, it changed my life forever. So this is the principle. The principle is this. People will spend more money for the exact same content packaged in a different way. Let me say it one more time. I'm tweaking a little bit. People will spend more money for the same framework packaged in a different way. Okay? So somebody comes to my world traditionally. They see an ad online. They see me jumping around like, oh, it's Russell Brinson. I get them to buy my first book,

which is called Dotcom Secrets. They buy the Dotcom Secrets book and it teaches them all my frameworks about funnels. Now the book, they can buy it for free. They pay $9.95 shipping hand. So $10, they get it, and they get all my frameworks, okay? And it's amazing, right?

And they can, if you just read the book and follow it, you have everything, everything I know is in there. That's it. I got nothing else. I'm kind of out of ideas after that. Here's all my frameworks from one book. There you go. It's free, covered shipping handling. So you think if I did nothing else. I'm kind of out of ideas after that. Here's all my framework.

I put in one book. There you go. It's free. Cover shipping handling. So you think if I did that that nobody would ever buy from me again, right? Because it's like, well, I have everything Russell has. It's done, right?

But no, no. People will spend more money for the same framework packaged in a different way. The first time I got this, when I first got into this world, I was just out of college and I remember going to my very first seminar

and one of the speakers talked about a book called Think and Grow Rich. How many of you have ever heard of Think and Grow Rich? Okay. I'm the biggest Napoleon Hill fan on the planet. I'm a collector of his memorabilia, his stuff. Anyway, that's the story for another day. Anyway, so they told me to read Think and Grow Rich. So I remember going to

the bookstore, going to Barnes & Noble back in the day, bought a copy of Think and Grow Rich for $9.95. And I put it on my bed stand next to my bed. I was like, I'm going to read that book because everyone said I should read it. And every time I look at the book, I never read it, never read it, never read it, never read it. And then three months later, I go to the next event. I get to the event, and the first person's like, who is it about Think and Grow Rich? And I was like, I'm wondering if I have it.

I'm like, I'm lying. I have it, but I haven't actually read it. So I get back home to the event. I'm like, okay, got to read it, got to read it. Look in the book. Didn't read it. Didn't read it. Didn't read it.

Didn't read it. Didn't read it. Went to another event. Same thing. I was like, ah. So I remember the third event. I was like, all right, I need to read this, but I don't have time to read it. Look in the book. I'm going to read it. I'm going to read it. I'm going to read it. I didn't read it. I didn't read it. Went to another event. Same thing. I was like, so I remember the third event. I was like, all right, I need to read this, but I don't have time to read it. So I went to eBay and I went and I typed in Think and Grow Rich audio course. And this is before there was audio books or Audible. This is 20 years ago. And so I found a CD set of Think and Grow Rich for $100. So I bought it. It showed up at my house. And over

the next like week in my car, when I was driving around, I listened to the CDs and I listened to the book Think and Grow Rich. Okay, now think about this. Was there any difference between the book Think and Grow Rich and the audiobook? They're word for word the same. The book was $10, audiobook was $100. Ten times more money for the exact same framework packaged in a different way. Okay? So, someone comes to my world, right?

First thing they buy is they buy the dot-com secrets book. They learn about funnels and frameworks and all this kind of stuff. They're like, this is amazing. And they buy is they buy the.com secrets book. They learn about funnels and frameworks and all this kind of stuff. They're like, this is amazing. And they have everything they got. But then I'm like, oh, by the way, if you want to go deeper on this,

I have a home study course. Right? The book is free. Cover shipping and home study courses. It's $997. And a huge percentage go and they buy that. But why would they buy that?

It's the same thing. It's me teaching the book in a video format. Why would they pay that? It's a different consumption style, right? But then that's not enough. Now if that's like that, we have a live event called Funnel Hacking Live.

People pay $97 for it. And they come to this, right? And this event, we have all these speakers. All we do though is I have speakers teach different parts of my frameworks. Like I have my students like, yo, you really get this part. Teach this, teach this.

And we get 5,000 people to come in the room. They pay $1,000 to be there. And I'm always in the back like, I'm just teaching the same thing that are in the book, but they're here and they're paying tons of money because they want the different experience, right? And then from there it goes to the next level where we have our first coaching program,

which we have a 25K coaching program. We have a 50K, we have 150K and 250K. All these different levels. And guess what happens at every single step of this coaching program? I teach the exact same frameworks in a different way. One time I'm in a big room, one time I'm in a small room, one time I'm in a mastermind room, but it's literally the same thing. People spend more money for the same frameworks frameworks in a different way. One time I'm in a big room, one time I'm in a small room, one time I'm in a mastermind room, but it's literally the same thing.

People spend more money if the same frameworks are packed in a different way. They're paying for the experience. How many of you guys know Sub2? Again, I'm not a real estate guy. Pace told me today what Sub2 meant. And I learned about the bunnies. You guys know the bunny story? It's amazing.

I want to go buy a huge bunny now. Anyway, my guess, though is like on YouTube, you could probably watch most of Pace's core frameworks on YouTube and get them, right? Then why are you guys here? Audience Member 1 in audience member 2 in audience member 3 in audience member 4 in audience member 5 in audience member 6 in audience member 7 in audience member 8 in audience member 5 in audience member 6 in audience member 5 in audience member 6 in audience member 5 in

audience member 5 in audience member 5 in audience member 5 in audience member 6 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member

5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member 5 in audience member You create these frameworks, but people will pay you more depending on how you're packaging, right? So it's not like you have to create a million different things. It's like, I'm just teaching the same thing I've been teaching for 20 years, right? But I'm doing it in different ways, different ideas, different things bringing in. And so that's the imagination is creating these different things, creating your own programs, okay? Okay, so communication. I want to talk now about how do you communicate, how do you actually sell? So guess what? I have a framework about that.

You guys want to see it? Okay. You guys know what I'm doing now. I just told you the secret, so sorry about that. So this is what I call my three levels of selling. So first level of selling. First level of selling is face-to-face. How many of you guys sell face-to-face right now? Okay. Awesome. Face-to-face is awesome. Now, the way to master face-to-face, there's two things. Number one, you have to master having a really, really good offer. The better the offer, the more money you're going to make. And number two, you've got to

have skill set. You have to learn how to actually communicate, right? And so if you're selling face-to-face, that's great. It's a great way to do it. The biggest problem face-to-face, though, is you are capped again. You can't get past that, right? How many sales calls can you do today? How many things do you do? You're capped out at a certain level. And so that's the first thing to understand. The bottom level is face-to-face selling. And it all comes down to having a good offer and good

skill set, okay? So when I started my company, we started this. First first was me calling people on phone selling stuff and eventually had a sales team selling people stuff but it was all face to face one-on-one and like again first level value was me working with my muscles calling and I've met got a team I was managing but we kept being stuck because it's just like so many people in overhead and stress right this is my friend Jamie cross she creates these

soaps and with fruit she got started her business she, first she went door to door selling her soaps. And then eventually went to farmer's markets selling her soaps. But it's always this one level one of selling. And she got really good at creating an offer, her skill set to close people. She was amazing. But she could only go to so many farmer's markets. She could only go to knock on so many doors. So she kept getting capped at that level, right?

Brad and Ryan, these are financial planners. Same thing. They were great, great salespeople, great offer. But they were going kitchen table, kitchen table, and they were capped out on this thing, okay? So the first level of selling is important. It's important to get good at it, creating good offers and having good skill set

on how to sell those. But then the next level of selling is way better. So level two selling is called one-to-many selling. This is where you take your offer and your skill set, and instead of selling one-on-one, you sell it one-to-many into an audience, okay? And for me this is I'm I know I don't seem like it I am extremely introverted if I met you guys the hallway today I probably was like awkward like sorry about that I don't like one-on-one sales face if it stresses me out so for me as an introverted college kid who was

too scared to pick up the phone and call I had to figure out a different way so I started studying and learning this one-to-one selling how How do you sell one-to-many? And back in the day, we were doing, do you guys remember tele-seminars? Do you guys still do tele-seminars? So back in the day, everything was tele-seminars.

So I would promote a tele-seminar and I would pick up the phone and I had no idea if there was anybody on the other line because I couldn't see it. I'd mute everybody and I'd start talking. I'd speak for 60 minutes and I'd sell something.

And the only way I knew if people showed up is if somebody bought at the end. If they didn't buy, then I'm like, dang, I don't know if anyone's even on this thing. But I learned to do this one-to-many selling.

And this is like, for me, my favorite thing. Like, here's a picture of me. I had a chance to speak at Grant Cardone's 10X event. This is me speaking for 9,000 people, which is crazy. But you want to hear what's really, really cool? Huh? You guys are way better. So check this out. Okay. So I speak in his event. It's a one-to-many selling. So Grant gave me 90 minutes on stage. I was selling a $2,997 offer. There were 9,000 people in the room. I did the pitch, and from that pitch, 1,079 people bought in 90 minutes.

Is that cool? Okay. Now, what's crazy about it, this was in the Mandalay Bay. And so if you've been there, it's a big stadium. And then for people to buy, you have to run up the things and go meet me by the concession stand over there. I'll have my order forms. And I was like, if anyone buys, I'll get pictures. Because I didn't know if people were going to buy or not.

I thought they would. So we did this thing. And it was crazy. We had 1,079 people bought, which meant, if you look at Mandalay Bay, there was three rows of people lined up around the entire thing, standing in line, waiting to give me $3,000. Damon John was up next, and the audience was basically empty while he was on stage, because they were all buying from me. It was crazy.

I have a one-minute clip of the table rush. Do you guys want to see what it looks like? Okay. Hey, my name is Russell Brunson, and February 23rd of this year, something special happened. Grant Cardone had an event called 10X Growth Con. It was about how to 10X your company in the next 12 months. And I was invited to speak about ClickFunnels and then make an offer to the audience selling ClickFunnels as well as the training package. And as I stepped on stage the very first time, I looked at over 9,000 amazing people.

And over the next 90 minutes, I gave a presentation where every second was scripted and choreographed with one goal, which was to get people to stand up and to run to sign up for ClickFunnels. The goal was $3 million in sales, and we ended up doing over $3.2 million in that 90-minute window. Russell Brunson spoke to 9,000 people. One out of nine people purchased his product. The reason why I've come, it's been him right now. You know, he's the best in the world at what he does. Actually, I had to act right away. I drank the pool lid, I'm swimming in it.

If you don't get this program, you're crazy. Very evident. Look at that crowd. Anyway, so. So that's one to many selling. This skill set is one of the most powerful profitable things you can learn. Because if you have a coaching program, you're selling one-on-one, it's good. You can make

a million dollars a year, but you're going to cap out. The way Pace builds his company, it's not him speaking one-on-one with all you guys. More so than anybody kind of does with all his meetups, one it's good you can make a million dollars a year but you're gonna cap out right the way pace builds his company's not him speaking one-on-one thought yet he more so than anybody kind of does with all his meetups but it's one to many right yeah I think about this like especially for someone who like my goal is to have as much impact on the world as I possibly can while I'm here if I was to go and try to sell and talk to people one-on-one I do the math there's 9,000 people room I have 90 minute presentation if I like line those people up in a row try talk to him them, it would have taken me 810 minutes to have the same impact on all those amount of people.

It would have been 6.49, 6 years, 6 1⁄2 years, basically, for me to talk one-on-one to people to do what I was able to do in just 90 minutes. Right? That's the power of this. And so one-to-many selling is the next level, and this is the next skill set you guys have to master

because as you want to start growing and scaling, get your message out to more people, like, this is the next level. This is a the next skill set you guys have to master because as you want to start growing and scaling, get your message out to more people, like this is the next level. This is a one-minute clip from Myron Golden. How many of you guys, when you hear like get rich quick scheme, you're like, ah, you get this like nasty feeling. So I asked Myron about that

and he gave me this one-minute long response, but I think it's really powerful. It illustrates like why you have to start transitioning from one-to-one selling to one-to-many selling. Let's check this out. But we talked about the difference between getting rich quick and getting rich slow. Right.

So it starts with the question. If you make a million dollars, are you rich? And the people who are watching on YouTube right now, you can just answer that question in the chat, like in the comments. If you make a million dollars, are you rich? That's a good question. And some people would say yes.

Other people would say no. I would say it depends. How long did it take you to make it? Because if you make $25,000 a year and you work for 40 years, you've made a million dollars. Are you rich? No. What if you make the same million dollars in one year? Yes.

But it's the same amount of money. So it's not the amount of money that makes you rich or poor. It's how fast or slow you make it. Wealth denotes speed. So my philosophy is this, either get rich quick or you'll stay broke for the rest of your life. Oh, Myron dropping the bombs. Okay. So I want to show you guys, because like, again, if I was to go do $3.2 million in sales one-on-one, it would take me six and a half years working 40 hours a week. I was only doing 90 minutes because I worked one-to-many. Okay, that's the next level of understanding selling.

And then the third level, and this is the one that's actually my favorite, is adding in automation. So it's face-to-face, then shifting to one-to-many, and then shifting to automation, which we call sales funnels. So what a sales funnel is, is how many of you guys know what a sales funnel is? is how many of you know what a sales funnel is? How many of you have been through a sales funnel before? If you're here, you've been through multiple sales funnels. I promise you that. I won't go deep into what it is,

but it's basically a set of pages that take you through a process, right? Yeah. You guys are at the back of the sales funnel right now. Yeah. So this is insane. Speaking for 9,000 people, one to many is amazing. But it happened once, right?

I don't get to do this every single day, every single week, or every single year. But what's cool is that exact same presentation that I delivered to 9,000 people and doing $3.2 million in sales, last month we had 42,983 people who registered for the webinar and watched me give that exact same pitch. And I wasn't there. I was not working. I was hanging out with my family, with my friends. And it just keeps happening over and over and over again. That's called automation.

So after you master one-to-many selling, then you can automate that where that one-to-many selling is happening 24 hours a day, seven days a week without you actually being there. And that's what sales funnels are all about. I was able to go with our company at the time when I was selling one-to-one. We had 60 full-time sales guys. I literally replaced 60 full-time sales guys with one auto webinar funnel. Talk about not having stress with 60 sales guys.

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business in just 10 clicks in 10 minutes. Head to Northwest Registered Agent today and start building something amazing. I remember when, first time I met Tai Lopez, he was interviewing me on this thing. It was like, you guys see, know Tai Lopez? I got invited to the Tai Mansion, which is this crazy place. And we show up, and it's like 10, 30, or 11 o'clock at night. And his team's there, and they have like these painter poles. And on these poles, they have all these different phones hooked to them. And he's like, you want to go live?

I'm like, sure. And so he goes and he hooks up, I don't know, it's like 20 different accounts. He's pushing live on all these different phones. And so we're talking to like 30, 40, 50,000 people. It starts at like 11, 30, 12 o'clock at night. We go up to four in the morning. It was like the most weird, insane thing ever.

But one of the questions he asked me, he's like, Russell, you build ClickFunnels over $100 million a year. He's like, how big is the sales team that's running this thing? I was like, oh, there's only one of me. He's like, Russell, you build ClickFunnels over $100 million a year. He's like, how big is the sales team that's running this thing? I was like, oh, there's only one of me. He's like, what? I'm like, yeah, it's just me. We just drive traffic, and then I sell on a webinar, and then they buy it, and then we drive more traffic, and then that's how we did it.

He's like, it doesn't make any sense. I'm like, yeah, but that's all I know. That's how it works. So that's shifting to the third level of selling. Like after you've figured out how to communicate one-to-one, one-to-many, and then automating it, that's the power. That's what frees you. I look at Jamie Cross. I told you guys earlier, she was selling soap at farmer's market. She came to our world. She's like, okay, I know the pitch. I've done it face-to-face a million times. I know how to get someone to farmer's market, the walking basket, get them stopped,

get them to come to me, how to close them. I know door-to-door how to close them. I was like, cool, you know how to sell, let's transition this online. So we created a very simple funnel with her, with the very first pages, her doing the same pitch she would do face-to-face, upsells her pitching the next day, and then we made the videos, launched it, and eight months from her launching this funnel, she won her very first two Comic Club awards, and since then, it's two, won a whole bunch of other awards as well.

That's the power. So those are the three levels of selling, face-to-face, one-to-many, and then transitioning into sales funnels. And that's why, again, I believe that selling information is the greatest business in the world. So my question for you guys, and then we're going to open up for some Q&A here for a little bit, is for all of you guys, what is the result that you already know how to get? You've already done it. You figured it out. It's your superpower. You don't think it's that big of a deal. You're like, ah, it's not that cool. It's not that hard.

Like, what is that thing that you have that could literally change the lives of people who are five years behind you? Five years behind you. A lot of times people ask me, they're like, Russell, I'm new to this. Who am I supposed to serve? Who am I supposed to help?

I don't even know. And the reality is, the person that you are called to serve traditionally is you five years ago. That's it. Five years ago, you started on this path. Three years ago, two years ago, whatever it was for you, but you started on this path. You wanted this result. You tried this, and you tried that. You tried 20, 30 different ways to get the process. You couldn't figure out. And somewhere along the journey, you figured out how to get it,

and you got the result you're looking for, and you have this map. And that map is worth millions, tens of millions, hundreds of millions of dollars to you. This is a level 10 opportunity. You can sell it. You can scale it. you can help insane amount of people around the world because you have this map and the person you are serving is you five years ago it's always some people ask me how do you write copy so good how do you know in the webinar what to say I think back when I got started this business I was 13 years old 13 year old kid since my dad and we were watching the news and usually my like when the news would start my dad would send me to bed but for some reason that night he didn't i was like oh he left my dad watch the news

we get watch the news news ends and then all of a sudden like mash comes on usually he's like mash is on he's kicking bed he didn't say anything i was like oh so watching mash and i'm like so cool watching mash with my dad then mash ends and all of a sudden this infomercial comes up this little guy don lapree selling tiny little classified ads. You can make money selling tiny little classified ads. Some of you guys remember Don LaPree? I'm a 13-year-old kid. I'm watching this infomercial.

He says, he's like, I had, and the guy's got a ton of energy. He's like, I had, he's like, I placed an ad in a newspaper, and I made $30 profit. All my friends and my family members made fun of me. He says, but I took that exact same ad, and I put it in 1,000 newspapers, and I made $30,000 profit. And my 13-year-old brain's like, oh my gosh. And I'm like, dad, are you paying attention to this? My dad's like half asleep. I'm like, what? I'm freaking out. I could buy an ad newspaper. I could buy it. I was like freaking out. I was like, dad, dad, I have to buy this. And my dad's like, you're not going to buy that. I'm like, no, I need to buy that. He's like, no. And I kept begging him. He's like, if you want to

buy that thing, you have to earn it. And I remember on the infomercial, the infomercial like if you call the next three minutes, we'll throw in these two bonuses I'm like dad. We gotta buy next three minutes. He's like no, you can't I got so I got the pad of paper I wrote down the phone number. I was like, okay, I'm gonna get I can't get two bonuses I was stressing out and I'm okay dad. I gotta make $40 to buy this kit. He's okay What do you want to do for him? I kind of know what I'm gonna do is like, hey, you gotta tell me I said, okay, whatever you want. So he had me mowing lawns He had me do all this chore for like a month for me to earn $40 a 13 year old kid and I give us a few the $40 I was gonna call the numbers I had about say

I want those bonuses. I was like dad how much how much master you can tonight just to see if the infomercial comes back on He's like, ah fine. So watch mash and I know infomercial like dang it We try again and again after third or fourth night. Guess what? Boom mash ends don the I'm like, yeah. So I'm waiting. I'm waiting until he gets the call to action. As soon as he's like, you call in the next three minutes. I'm like, duh. My dad gave me his credit card. I gave him my $40. I put in the number, get the thing. Week later, the info kit shows up in

the house. I get it. I read that. Rip it apart. I read the thing. It's like the most insane thing in the world. I'm so excited. All I want to do is place classified ads. I'm going to be rich. It's going to change my life forever. I'm freaking out. The only problem is you have to pay money for classified ads I didn't know that so I was like dad I need some money for a class but is that you got to go earn it my team if I'm like earning money place my first classified ad but I have anything to sell so I just made up

something like well someone sends me money I'll figure out how to make that thing put the ad out there nobody bought my dang it so I was out of money in and then I'm like okay anytime again I'm I was out of money again. And then I'm like, okay. And in time, again, I'm 13-year-old Russell. But back then, I didn't go by Russell and by Rusty. So I always think this is Rusty. And so Rusty is like getting the stuff. And then I'd go with my mom to the grocery store. I remember we walked through the grocery store.

And you know the magazine rack? In the magazine rack, there's this magazine called Small Business Opportunity Magazine. You guys ever seen it before? It's got these cartoon people on the front. I was like, mom, I need this. It's like 150 ways to start a business for $100. I'm like, mom, I need this thing. So she buys to start a business for $100. I'm like, Mom, I need this thing. So she buys me the magazine.

I go home, I start reading the magazine. And if you've ever read SmallBiz.Magazine, it's the best one. It's 140 pages of ads and four pages of articles. So again, 13-year-old Rusty read every ad. I'm like, this is amazing. I can start a business painting stars on people's ceilings. This is amazing. I can start a business selling gold by the inch at the mall.

This is amazing. I can start a business selling donuts, little donuts at the fair, like every single one. And so every single one had an info kit. So I called them like, hey, send me an info kit. I want to draw stars on people's ceilings and make millions of dollars. Thank you. Yeah. Yep. Okay. Thank you. Boom. Call next one. And so I sat there calling 150 ads every single month. And what happens? I started getting mail, junk mail. Well, it's called junk mail. It's the greatest stuff in the world. I started getting mail in the mail every single day, letters after letters. And what happens in the biz ops space is they all send you their package to make money,

and then if you don't buy their thing, then they sell your name to somebody else, and they sell it again and again. So I went from little Rusty getting a dozen letters a day. I come home from junior high, and there'd be a dozen. My parents have their two letters, and I have 12. I'm like, oh, and I take these in the room, and I sit down in my bed, and I open it, and I'd read every cell. So they're like, oh, this is amazing, right? I tell my family, I'm going to be a millionaire very soon. Any day, I'm going to be rich. And they'll make fun of me, and they laugh

at me, all sorts of stuff, right? And then that'd be 12. Next day, it'd be 20 letters. And then those people sell it, and the next day, it'd be 40 letters. They got to the point where I'd come home from Junior High, and there'd be a box of mail, 60, 70 letters. And Little Rusty would take that and read every single sales letter. And as I sat there reading sales letters, I would take in the ones where I'm like, this is amazing. I put in one stack. Ones I'm like, that's dumb. I put in another stack. I started looking at that. And I knew the ones that got me excited, that made me want to do this. The ones I read, this is amazing. I want to do that. That's what I want to do. I knew the ones where I was bored

by. So nowadays, when I'm creating something to sell my audience, I just think about Rusty. 12-year-old Rusty. If I was sitting in my bed holding this letter, like, would I be like, meh? Or I'd be like, Mom, I need to borrow your credit card. Right? That's it.

That's what I'm thinking about. Okay, so if you guys are thinking about this, like the person you are serving is you five years ago. You've got the result already. You know the thing. You've got the map. Right? Even if you're at some way, it's going to be a course or an event.

It doesn't matter. If we had another five days, we can go deep into all that kind of stuff. But for right now, I just want you to think about what is that thing? And then think back about you five years ago. What were you struggling with? What were you frustrated? What would it be like to go help you five years ago and change your life? Get you out of that pain. Get you success faster.

What would that be like? It's the greatest journey in the world when you start changing people's lives, right? I can tell you guys from being on this side now, I've been doing this for 20 years, like the best feeling you will ever, ever feel is not you having success. Like you getting the result is like amazing. It's like, oh, I got the result. That's awesome. You getting the result for other people, infinity times better. Every single time someone comes to me, like we, Pace talked about, we have the two comic book award where someone wins,

they make a million dollars, they come on stage and get a picture with us. Like thousands and thousands and thousands of people. And every single one of our events, they come up, and I sit there for three hours handing out these awards. And it's like people are tears streaming down their face like, dude, you changed my life, you changed my life. And I'm like, that was way better than when I won my two comic book award. Helping them, so much better.

And so your life will become richer as you start stepping into your level 10 opportunity, as you start helping other people with the things you already know, the talents you have, and you will make more money doing that than you ever could anything else. It's like Zig Ziglar said, you can have everything you want in life

if you help enough other people get what they want. I look at Pace as the perfect example of this. I've never seen some human being on this planet serve more than him. And I feel like, yeah, he's giving me a round of applause. And I'm not just saying that. In my mind, I thought I was serving at a high level with my audience, and I do, and I put in a lot of effort. And I met Pace the very first time, and I was like, holy cow, there's another level to this game. And you see it, and you see it while you guys

are here. The value he provides you guys is insane. And I'm like holy cow there's another level this game and you see it and you see it why you guys are here like the value he provides you guys is insane and I'm just grateful that's why when he messaged like hey can you be here I'm like whatever you want dude I'm here I've seen the way you serve you other people you serve me drop everything to be here because of him and that's how that's how you win this game okay I think I had about 15 minutes left. That's still cool. Let's do some Q&A.

I heard that was the plan. Was that still a plan? Okay. Josiah, thumbs up. So we're up. How does it work? Okay. She's got a mic back here.

All right. Hi. Thank you. I'm Ingrid Hernandez here from Arizona. No, we did not go to my house last night. So one of the things that this group is thinking about, and obviously all we need to do is buy your book. So the only reason I'm up here is because I want to ask you a kind of different question.

What we have to do is come up with our Mount Everest. So the thing that is purpose-driven in our lives that can change the industry. So I'm curious, now that you've had so much success and you're kicking ass and taking names, even though you're an introvert, which is great, what is your Mount Everest? What is Russell, not Rusty, in five years? What kind of impact are you looking to make in the world? Ooh, that's a great question. Yeah. Man, you guys are making hard questions. That's a good question.

So I spent the last 20 years working really hard on developing entrepreneurs. That's what I love. That's what I do. And now my next phase of my mission is creating entrepreneurs. I look at the world as a funnel, right? So, yeah, I've been serving entrepreneurs here. I'm going to try and go a step above that and find the people who aren't yet. And so, for me, it's personal development.

Like, if you guys don't know who I am, so I'm mildly obsessed with old books. I've spent... Mildly obsessed? Yeah. I think I've spent $18 million in the last 24 months buying old first-dition books and manuscripts. $18 million? No, physical. I could buy all of Audible for that.

So I collect old religion books, but also old personal development books, things like that. And so I am building a collection, 18,000-plus books. I'm building a museum and a library and stuff like that and so um i am building a collection 18 000 plus books and building a museum and a library and stuff like that um i've got two books i spent 1.5 million for each of those two yeah they're amazing they're the coolest things in the world yeah um yeah it's my it's actually my manuscript about for myself yeah um one yeah we the reason'm telling you that is because I feel like a lot of the world right now is like a whole bunch of people online quoting people who are quoting. It's like they're quoting things they read on TikTok like 25 levels deep and there's no substance. And so I want to figure out where did all this stuff come from initially?

And so in the personal development and business, I guess I've found like every, I have a whole genealogy chart of every they weren't called influencers back then but the influencers from the very beginning from the early 1800s down through who they are I bought every copy every manuscript

all their books I can find and we're republishing those things and I'm going out to the world as a whole to try to get people to want to be personal development because that brings people into this world

and that's all about growth and there's two if you study Tony Robbins there's two phases there's like the growth phase and then you shift from growth to contribution and so right now I've not I've tapped out but like the most right we are targeting people who are in

the contribution face you want to start businesses like we have those people we have millions of them coming to our world every single year I want to go up and like help people grow because that's soon you grow and you get out of your own pain you're having success then you want to contribute and then they don't want to come entrepreneurs and business owners so for me it's it's not just working with entrepreneurs and developing them, it's stepping one step higher in the funnel and creating entrepreneurs through personal development

and stuff like that. Not through my own personal development, but from the works of the people that came before us that are just the most amazing things in the world. That's me. Hey, Russell. Hey, Russell. Thank you, Pace, so much for bringing him here, and thank you for being here for us. I'm Michael Manatskanian, and five years ago, so I'm really trying to think about this is my next step right now, is help at least 1,000 people achieve financial freedom.

So five years ago for me, I was in the U.S. Army. The goal was financial freedom just so I could have time freedom. I basically had nothing, no assets, no real estate or anything. And the goal was to save my way to retirement. And then I learned you can invest into index funds to accelerate that journey. 2020, I bought my first two-unit, which was a duplex using my VA loan. I was house hacking, so I lived in one unit, rented out the other. Did that again the next year with the four-unit.

And then started learning about creative financing, wholesaling, all that stuff. My question is, five years ago, I had nothing. I was just trying to start the basics of my journey to financial freedom. For me right now, it's what do I focus on to help others? Because when I think about that entire journey, and now I own almost $15 million of real estate,

so it's like where I'm at now to where I was five years ago is kind of insane, so I don't know what to focus on, which is kind of overwhelming. I don't know. Yeah. I got a product that's focused on the very first stages of how to get into your first two unit by house. Sure. Michael, are you asking the question of what do you focus on for a, an info product? You got to be specific brother of what do you focus on for an info product? You've got to be specific, brother. Come on. Yes, for an info product specifically.

Russell's thinking you're asking him real estate advice right now. No, no, no. I'm like, I don't know what index fund is, but it sounds horrible. Screw real estate for this instance. Yeah, what should I focus my info, my content, or market? So this is the reality. If I came to you guys and I was like, I built a billion-dollar company.

Let me show you how to build a billion-dollar company. You'd all be like, I don't want a billion-dollar company. That seems so far. But you notice in the beginning of my presentation, I dropped that to give myself street credit, and I came back down to the beginning level, right? Same thing that you make. Hey, in the last five years, I've done $15 million.

But that's not what you're teaching. Then you come back. You're just giving a touch just to give yourself credibility, and then you bounce back. Most people, they spend so much time trying to brag about their credibility, they get obnoxious and annoying, and you lose most of the people. I try to just seed it for a second so that they know it's there. They come back down. People are coming to you because they want to talk to the guru on the mountain, right? So they want to see that, oh, this person actually is the guru on the mountain. And so I'm like, hey, I'm on the mountain. Then I come back down over here.

Oh, okay. I'm going to show you how to get here. Here's the map. And then you come back down. So for you, I would reference it, but you're coming back to the beginning. Like, the people who you, like, five years ago, and I would even niche it down. You said you were in military? Like, I would, because this is the other part.

It's like, if all you guys create a course on how to do real estate investing, like, that's okay. But, like, the key is not, like, just to make another course or another product, another thing. It's figuring out your people. In the New Testament, Christ said something so powerful. He said, my sheep will hear my voice and they will become one foal and one shepherd.

Christ's message was out there, but not everyone followed him. Most of them didn't. In fact, they crucified him, but his people heard his voice. For you, it's the same thing. This is an eternal true principle. There are people who are going to hear your voice and follow you specifically, right? There's people that, like if you go to Google and go five pages

deep, there's a whole bunch of people who hate Russell Brunson, right? They don't like me, but my people hear my voice and I put it out there. I'm not apologetic. I'm me a hundred percent as much as I go. And there are people over here that I'm supposed to connect with, like my audience, the people I'm called to serve, they will find me and they'll come to me. So if you, it's like, if you're, if you're a military, like I wouldn't try to be like, I'm gonna do real estate for everyone. It's like, I was in the military. I'm talking about real estate or military people who like, like that audience is your people. Like that's who I'd be going after and talking about making like real estate for people who are just coming out of the military or whatever that thing,

that'd be the market I'd be going for. Cause the more niche down you are, the easier it's the target. You just find the people more easier to like differentiate yourself and then your people will hear you right if somebody's came out of military here's those five people selling real estate course like oh but one dude's like um real estate court for a real estate course for um for people who's leaving the army he's going there he'll pay twice as much for that because it's specific to who they are so don't try to be so big and so so broad like like, there was a time when being broad was the game. That time is not now. Now it's being niche-specific is the game.

And then leaning into you and your personality. And, yeah, talking about, like, here's what I've done, but then going back to you five years ago and, like, just remembering that. Like, all the time I think about, like, what was I thinking? What was I feeling? Like, where was I at? Like, people always ask me, how do you get traffic to your funnel? Like, well, where were you at five years ago?

Where were you spending your time? Like, you should know. Like, you're trying to find you. funnel? Well, where were you at five years ago? Where were you spending your time? You should know. You're trying to find you. What were the blogs you were reading? What were the podcasts you were listening to? What YouTube channels? What books?

That's you. You've got to find out where you were at five years ago. You should know better than anybody. The traffic's easy when you start realizing, where was I hanging out? I've got to go there because that's where my people are at. And I love that because I would love nothing more than to show service members how to buy their first investment. Yeah. Right. Not 15% of our portfolio, your first investment. Just take that jump. I would love to do that. So thank you. That's it, man. Double down on that. I love it. Hi, right here. I hear a voice. Hey, how's it going? My name is Lisa Calvano and I'm

a notary signing agent in Nevada. I was able to create my notary business and make it into a six-figure notary business in the first year. So where I was a few years ago was buying a million courses and never seeing it through completion, so I was going off on all the little lines that you were doing. So becoming a notary was my first one that I saw it through completion. So because I had success, I'm actually the ambassador of Nevada for the course that I took to do that. So I have affiliate links. So I'm thinking for my free course, I want to show someone the basic steps

on how to get the commission, how to get started, because that's the questions that I get asked in my group a lot. But I want to know if I could add those click funnels to add my affiliate links, because I do want to push them to take the same course that I was able to find success in.

Very cool. You have your own course as well? No, because I only have three years experience of being a notary, so I can take them up to my level. But the course that I took, that guy has 15 years of experience and he has all the CRMs and all the trainings and ongoing. So he's already invested all the money to create that. So because I'm the ambassador, I have an affiliate link. So when people sign up for those courses, I get money off of that. So because I'm the ambassador, I have an affiliate link. So when people sign up for those courses, I get money off of that. So I want to create a free course on how to do the basic part of it to get your commission, how to get started. And if you don't want to invest in

a course, then how to get business, you're not going to get to the level that everyone else is, but you could make money doing it and then push them if they want more than push them, if they want more, then push them to the course. Okay. How much, what percentage do you get paid on this course? 30%. Okay. So I'm going to give you something that you're going to hate. But I think in like a year from now, you're going to see them, right? You need to create your own course. Because this is what I tell you.

30% is great. It's actually low commission for a course. Some of the courses are 40, 50 or beyond. So it's low anyway. But the reality is like, you're thinking this guy's 15 years ahead, therefore he knows more than me, so I can't help.

The reality is, you're three years ahead of everybody else. You're not serving the person who's five years ahead. You're serving the person who's the beginning, right? The fact you did a six-figure notary business in a year,

like that's insane. Like that's the message. They don't want to hear from that guy. They want to hear from you. Like you're the actual person. And have any of you guys ever seen the movie Catch Me If I Can? Okay, this is one of my favorite stories.

So, not in the movie, but in the book Catch Me If You Can. It's the story about Frank Abagnale, or whatever, who's the con artist and everything. And so in the book, it tells a story. He went to Brigham Young University. He sat down in an advanced sociology class as a student, and no teacher showed up. He's like, I'm gonna teach the class. So he gets in front of the class,

and he starts teaching. He teaches an entire semester of advanced sociology at a Brigham Young University campus, right? And anyway, eventually when the FBI catch him, they arrest him, and they're going through all the stuff. They're like, how in the world did you teach an advanced sociology class? He's like, oh, I just got the teacher, or I got the textbook, and I read one chapter ahead. So this is the thing you have to understand. You have to understand, you're already three years ahead. You're 40 chapters ahead of the beginner. Yeah, maybe you're not over here, but if you wait until you're 15 years, and 15 years, and I got to be 30, he's 30 years, I can't, I'm only 15 years, like, you can start now,

like you're ready now, right? If I would have waited to tell people about how to build a business, how I built a billion dollar business, I wouldn't, yeah, I would never waited to tell people about how to build a business, how I built a billion-dollar business, I wouldn't have. You're right. I made a potato gun, and I made like 50 bucks off it, and I was like freaking out, and I was like telling everybody, like one step ahead, like, I sold information on the internet. How did you?

I'm like, and I showed them, and I was like, but I didn't know anything. I didn't know any of the other stuff, but I was one step ahead of these others. I was one chapter ahead of everyone else, so I showed them. By the time they got here, I was already here. I'm like, come on, keep coming, keep coming. I was always one step ahead of all these others. I was one chapter ahead of everyone else, so I showed them. By the time they got here, I was already here. I'm like, come on, keep coming, keep coming. And I was always a step ahead, step ahead, step ahead. And now, doing this 20 years later, now I'm here and I have this whole body of work,

but you don't need that to get started. You're already three years ahead of everybody else. And you get 100%. And you can charge more for the course and you can be like, anyway, I think you've been called to serve a lot of people if you're willing to step into it. Thank you.

Russell, back corner. Russell, back corner. Russell, back corner. We've got one last one right back here, Russell. All the way back here. Thank you. Hi, guys. My name is Ashley Perez. Thank you, Russell.

Thank you, Pace. Thank you, Jamil, for this opportunity. So after the free course, what is the sweet spot for the purchase price? And what are the increments from there for someone who doesn't have a significant amount of proof of concept? Yeah, good question. What market do you want to be in? Because it's different for every market.

So I have a few videos on helping people find, buy, and innovate RV parks. So I've got that link. I've got the master class. But now it's like, I'm a little nervous to take the next step in charging at least something to make it feel worth it. So someone goes through your course, they get the result that you're promising them. How much money would they make in the first 12 months? I mean, that'll be dependent on the app and like the property.

How much, how much do you make in a year doing that? At this point? And that, like showing people how to do that? No, actually doing, actually digging for gold. So actually doing the thing, how much do you make in that? I mean, I cash flow $5,000 a month. Okay, awesome. So you're teaching them how to cash flow $5,000 a month,

so $65,000 a year, right? So my question is like, what would somebody pay you to learn how to cash flow? Because you're thinking right now, they're going to buy a course and what's a course with a hundred bucks? Like that's the wrong question. The question is like, you're giving them results. The result is cash flowing $5,000 a month. How many guys would pay a thousand dollars to learn how to cash flow $5,000 a month? You're selling money discount, right? How many of you pay $5,000 to learn how to cash flow $5,000 a month? Yeah, you're selling money discount. So the question

isn't so much like what's the course worth or sell for? It's like, what's the result you're giving them? Like, what's that worth?

I had the same thing with Stacy and Paul Martino in the marriage industry. They were struggling selling expensive stuff because like, no one's going to pay me $30,000 to help them

save their marriage. That's a lot of money. I was like, is it? I'm like, how much does a divorce cost? And they're like, well,

they started looking at it. It was like, the hour, yeah. And suddenly $30,000 seems so inexpensive and they fill up, like, is it? I'm like, how much does a divorce cost? And they're like, well, they started looking at it. It was like, yeah. And suddenly $30,000 seems so inexpensive. And they fill up, again, I was in Jamaica at their event. They fill up a room of 100 people paying $30,000 to learn how to not lose their relationship. So think less about like this is the tangible deliverable of a course.

And think more like, oh my gosh, this is the result I'm offering them. And then that's the question. Like, if I know I can get you to $5,000 a month cash flow, what's that worth? And then it becomes easier to sell it because you're not like, oh, they're going to buy my course. No, I'm giving you this result. And if I don't get the result, I'll give you money back. So let's just try it out. And then that's how you start pricing things. And there's no hard lines. Every market is different things. People test different price points. It's more so just what do you feel the value is, and then selling with that with your heart.

If you believe it, other people believe it as well, and then work hard to give them the result. And the more people you get results, then it gets easier and easier. You can charge more, but out the gate, it's just get people results, and then everything else will build off of that. Cool, thank you.

Yeah, thank you. Amazing. Russell Brunson, everybody. Hold on, hold on, hold on. Let's give it up for Russell Brunson everybody hold on hold on hold on my friend Russell Brunson hold on hold on

hold on hold on hold on hold on hold on hold on I I

I have a question Marcus Lamonis Marcus Lamonis from the prophet I have a question. So, Russell and I, I think we've known each other almost a decade now. Yeah. You spoke at our second Funnel Hacking Live, which was eight and a half years ago.

Almost nine years ago. I just want you to talk slower. I'm too excited to expand. It's the one thing. It's funny because I've had a chance. For those of you that have not, if this is your first time meeting Russell, I think you'll find that what you see is what you get. And when I first met him, his enthusiasm was so exuberant that I thought he was full of shit. I really did. I did.

But over time, his consistency remained and his authenticity remained and the one thing that he is going to work on from today forward is we're just going to slow it down. Do you agree? Okay. You got to give me more time on the clock then. Pace is good. Pace is good. But here's what happens. And this is actually really good feedback for everybody. When you are teaching people stuff, you have to make the assumption that they speak a different language, literally speak a different language. And the intellect and the experience and the proof of success that Russell has is phenomenal. So I would encourage you guys, and again, I rarely, like I really don't pass out compliments ever. So for those of you that felt like you got something out of what you heard, I would encourage you

to continue to dive deeper. Part of being an owner in this organization is getting access to people like Russell. But your responsibility as an owner, like in any business, is what you do when you leave here. Today is good. It whets your appetite. You leave here fired up. You get in the car. You put on Journey, and you're driving home, and everybody's excited. Then you get home, and then there's shit to do, and there's garbage everywhere, and the dog shit in the yard. It's a problem. So the key is to really make good notes and to follow through.

A lot of things are going to resonate, but you spent a lot of money to be in a very exclusive group. And that investment can only materialize if you actually do something with it tomorrow. So I have been a fan of Russell's, but I've also been a student. And when we first met, I knew nothing about digital marketing, and I still don't. I still don't, to the degree that I should. And so anytime you can sponge off of other people, and not just him.

I want everybody to, you know when you go to church and you have to like say I love you too? Turn around and look around. Just look around the room. Everybody in this room is a wealth. You don't have to hug. We're not there yet. Is a wealth of information. Is a wealth of information. Is a wealth of information.

So, Russell, I am super proud of you, but slower. Thank you. Guys, Marcus Limonis. Wow. All right, guys, give it up for Russell Brunson.