Russell Brunson: How to Build a Million-Dollar Sales Funnel | E312

0:00:05 Today’s episode is sponsored in part by Teachable, Fundrise, Mint Mobile, Working Genius, Indeed,
0:00:06 and Shopify.
0:00:11 Teachable makes it easy for creators to monetize their content with full control.
0:00:15 Head to teachable.com and use code “PROFITING” to claim your free month on their pro-paid
0:00:16 plan.
0:00:20 Grow your real estate investments in minutes with the Fundrise flagship fund.
0:00:26 Add the Fundrise flagship fund to your portfolio with as little as $10 at fundrise.com/profiting.
0:00:29 Save big on wireless with Mint Mobile.
0:00:35 Get your new three-month premium wireless plan for just $15 a month at mintmobile.com/profiting.
0:00:39 Unlock your team’s potential and boost productivity with Working Genius.
0:00:44 Get 20% off the $25 Working Genius assessment at workinggenius.com with code “PROFITING”
0:00:46 at checkout.
0:00:49 Attract interview and hire all in one place with Indeed.
0:00:53 Get a $75 sponsored job credit at indeed.com/profiting.
0:00:55 Terms and conditions apply.
0:00:59 Shopify is the global commerce platform that helps you grow your business.
0:01:04 Sign up for a $1 per month trial period at Shopify.com/profiting.
0:01:08 As always, you can find all of our incredible deals in the show notes.
0:01:11 Every ad will have a hook, a story, and then an offer.
0:01:15 If you can’t be the lowest price leader in town, there’s no advantage of being the second
0:01:16 lowest price leader.
0:01:19 But there is a huge strategic advantage of being the most expensive.
0:01:21 See people all the time like, “Oh, webinars are dead.”
0:01:23 I was like, “They are not dead.
0:01:24 They are far from it.”
0:01:27 So when people have a webinar that’s not working, the reason why it usually doesn’t
0:01:32 work is because we would take a team of seven or eight of us, about 90 days, to build a
0:01:33 funnel in the past.
0:01:34 These are quick funnels.
0:01:38 We built the software to speed up the process for me so I could build a funnel in a day versus
0:01:39 three months.
0:01:42 What kind of art goes into creating a good funnel?
0:01:43 The first part of the art is just …
0:02:04 Young and Profiters, welcome back to the show.
0:02:09 Today, I have the pleasure of interviewing one of my role models and new friends, Russell
0:02:10 Brunson.
0:02:13 Russell Brunson is the CEO and founder of ClickFunnels.
0:02:17 He’s one of the most famous internet marketers in the world.
0:02:21 He’s also the host of the marketing secret show, as well as the bestselling author of
0:02:23 many marketing books.
0:02:26 We are going to go deep on a number of things in today’s episode.
0:02:29 We just had an hour together, which was not enough time.
0:02:33 Russell promised me he would be coming back on at least once a year.
0:02:36 Today, we got a chance to cover funnels.
0:02:38 We talked about webinars.
0:02:41 We went super deep on webinars, how to create effective ones.
0:02:46 We also talked a lot about psychology and sales, and he just dropped so many gems in
0:02:47 this episode.
0:02:49 I can’t wait for you guys to hear it.
0:02:54 This was one of my favorite episodes of 2024, just because it was packed with so much value.
0:02:57 Russell really dropped so much knowledge about marketing and sales.
0:02:59 I learned so much personally.
0:03:03 I can’t wait for you guys to hear it without further delay.
0:03:05 Here’s my conversation with Russell Brunson.
0:03:07 Russell, welcome to Young and Profiting Podcast.
0:03:09 I’m excited to be here.
0:03:10 Thanks for having me.
0:03:11 I’m really excited too.
0:03:16 Russell, you are actually my big pinch me moment of the year.
0:03:23 I remember back in March, I got a website inquiry, and it was from Russell Brunson.
0:03:26 Russell Brunson was asking me, “Hey, I’ve heard a lot about you.
0:03:29 I’m interested in joining your network.”
0:03:33 I couldn’t believe my eyes because I’m in marketing, and I’ve always looked up to you,
0:03:38 and I’ve always known about Russell Brunson since I was just starting out in marketing.
0:03:43 It was such an awesome moment to get a message from you asking to join my network.
0:03:46 I literally couldn’t believe my eyes.
0:03:48 I’ve had a podcast for a long, long time.
0:03:52 Over a decade, I’ve been running podcasts just kind of on my own as a silo, and I was
0:03:55 talking to Jenna Kutcher, who’s a friend of both of ours, and I’ve been watching her
0:03:58 podcast blow up and all the things she’s doing, and she’s like, “You just need to
0:03:59 meet Paula.”
0:04:02 That was the introduction and started watching what you were doing for a while.
0:04:05 I usually like to observe before I jump in, and so I was watching what you were doing
0:04:09 for a long time, and then I just got excited to come jump in and start working with you.
0:04:13 It’s been amazing so far, so thank you for having me and having me as part of the network.
0:04:14 Thank you so much.
0:04:17 Welcome to YAP Media Network, and shout out to Jenna Kutcher.
0:04:21 I always tell my listeners, “It’s all about just doing good work and doing the best that
0:04:22 you can.”
0:04:28 When you do that, good things will just happen to you, so shout out to Jenna and you for
0:04:30 joining the network.
0:04:32 You are an online marketing guru.
0:04:34 You’re really famous for creating click funnels.
0:04:38 It’s the software that helps people drive leads in sales.
0:04:40 You have hundreds of thousands of active users.
0:04:43 You got to $100 million in your first year.
0:04:49 I want to understand, how did you first learn the power of online marketing and building
0:04:50 funnels?
0:04:51 Yeah.
0:04:52 A lot of people don’t know.
0:04:56 I’ve been playing this game for a long, long, long time before funnels, before Facebook.
0:05:01 In fact, I remember when I got started, I was in college, and this is before my space even
0:05:02 came out.
0:05:05 We were trying to do marketing online, and all of a sudden, this new thing came out called
0:05:06 MySpace.
0:05:08 We were all freaking out because we were so excited.
0:05:10 This was going to be a new platform we could drive traffic from.
0:05:14 I’ve been doing this game for a long time since I was in my early 20s.
0:05:17 I was in college, and we were just trying to figure things out.
0:05:18 It’s weird looking back now.
0:05:22 I’m like, “I don’t even know how we got leads, because there was no social media.
0:05:23 We couldn’t buy ads.”
0:05:26 It was just a different game back then, but that’s when I got started, and I was trying
0:05:29 to figure out how to start businesses online.
0:05:30 Google was just coming out right then.
0:05:33 I remember Google pay-per-click ads, this new thing that we were all testing out, and
0:05:34 we were trying.
0:05:39 I did this for a decade as somebody who was just creating offers and launching them and
0:05:40 putting them out there.
0:05:43 I had an offer to teach people how to make potato guns.
0:05:46 I partnered with somebody who was teaching couponing.
0:05:49 I partnered with somebody who was the world’s fastest reader, so we were creating these
0:05:55 different courses and products way back then for 10 years before we started buying ads on
0:05:56 Facebook.
0:05:59 Then that’s about the time that we built the software platform, ClickFunnels.
0:06:00 It was actually a decade ago.
0:06:04 We launched that, and the last 10 years has been crazy as we’ve been now teaching people
0:06:07 how to do that and giving them software to make it simple.
0:06:10 That’s how I got started way back 20-something years ago now.
0:06:11 Yeah.
0:06:15 It sounds like you were experimenting, figuring out, like you said, your first offer was how
0:06:21 to create a potato gun, which I had to Google what a potato gun even was, become a city
0:06:22 girl.
0:06:23 I had no idea.
0:06:24 I love that.
0:06:28 I love that you’ve just been experimenting and getting really awesome at your craft.
0:06:32 When I read or I heard, I don’t remember where I read it or where I heard it, but you basically
0:06:36 were like, “Hey, I’m not the best operator of business.
0:06:41 My passion is the art, the art of creating funnels.”
0:06:45 I’d love to understand what kind of art goes into creating a good funnel.
0:06:46 It’s actually interesting.
0:06:49 I remember I had this conversation with Tony Robbins, because Tony was similar.
0:06:51 Tony was like, “I’m not an entrepreneur.
0:06:54 My art is changing people’s lives, and I had to learn business to be able to do my art
0:06:56 and to get people to actually show up.”
0:06:58 I feel like, for me, it was similar.
0:07:01 Funnels for me, it’s funny, because I look at the whole world through funnels.
0:07:04 Every time someone’s got a problem, I’m like, “There’s always a funnel that’ll solve almost
0:07:05 any problem.”
0:07:06 Right?
0:07:09 But for me, when I’m online, I probably do things different the most, but I love going
0:07:11 through social media specifically to see ads.
0:07:12 Then I’ll see an ad.
0:07:13 I get so excited.
0:07:16 If it stops me from my tracks, I’m like, “Oh,” and so I click on it, and I’m like, “This
0:07:17 is amazing.”
0:07:20 Then I will go and I literally, every time I click on an ad, I take a picture of the
0:07:22 ad first, and then I go and I go to the landing page.
0:07:24 I take a screenshot of the landing page, and I go and I opt in.
0:07:27 I take a screenshot of the next page, and I have thousands of funnels saved, right?
0:07:30 I go through every single page in the funnel because I want to see the process, right?
0:07:34 Because the first part of the art is just understanding the psychology.
0:07:37 If I’m taking somebody from a cold ad, where am I taking them?
0:07:38 What’s the first step?
0:07:39 What’s the second step?
0:07:40 What’s the third step?
0:07:41 Right?
0:07:42 So that’s the first part of the structure.
0:07:44 It’s similar in my mind, like the structure of a house.
0:07:46 Here’s the framework that we’re taking somebody through.
0:07:49 But then on every ad and every page, there’s always three things I look at.
0:07:54 Every ad will have a hook, a story, and then an offer, and every landing page has a hook,
0:07:55 a story, and an offer.
0:07:58 And then every sales page, those elements are on every single page.
0:08:01 So I was looking at that, okay, what’s the hook story offer of this part of the funnel?
0:08:03 What’s the hook story offer of this part?
0:08:06 And I look at those kind of things, and then I like looking at how they tell their story
0:08:10 and how they’re doing it in a way that gets me excited to want to buy their product, or
0:08:14 how does the story increase the perceived value of the thing they want me to buy?
0:08:15 And so for me, that’s the art.
0:08:19 I love studying it and looking at, I look at everybody’s funnels, what everyone’s doing,
0:08:20 and then I just learn from that.
0:08:24 And then from there, when I’m building my own funnels, you know, I’m looking at, here’s
0:08:27 all these ideas, here’s all these things people are doing, and I try to bring the best of
0:08:28 those things into my funnels.
0:08:32 And I always tell people who come into my world, if you want to buy something from me, please
0:08:34 buy it because I want you to buy the product, right?
0:08:37 But more importantly, I’m like, buy things from me very, very slowly.
0:08:41 Because if you look at any page inside of any of the funnels, this is not me just throwing
0:08:42 up something and hoping it works.
0:08:45 I will go look at, like listen, I’m doing a book funnel or webinar funnel.
0:08:49 I will go through and look at 50 to 100 webinar funnels.
0:08:52 Before I build my next webinar funnel, every time, and I’m studying and looking and pulling
0:08:53 the best practices in.
0:08:57 So like when I’m building out my webinar funnel, it’s the best art in the world.
0:09:00 I get all the best practices you can dream of in every single page.
0:09:02 And so that’s the art for me.
0:09:04 So the rest of the business got built around that.
0:09:05 I just wanted to build funnels.
0:09:07 It took us so long to build a funnel.
0:09:11 Like we would take a team of seven or eight of us, about 90 days to build a funnel in
0:09:12 the past.
0:09:15 And so quick funnels, we built the software to speed up the process for me.
0:09:18 So I could build a funnel in a day versus three months.
0:09:21 And then everything else came on the backside of that.
0:09:24 And then teaching entrepreneurs the same thing and try to show them, like here’s the
0:09:25 best practice.
0:09:26 Like you want to build a book funnel.
0:09:27 This one looks like you want to build a webinar funnel.
0:09:29 This is what the best ones look like.
0:09:32 That’s been our calling for the last decade is just try to shortcut people so they don’t
0:09:34 have to geek out as much as I do and look at every funnel.
0:09:38 But we can give them like templates and things like this is the best practices in a simple
0:09:40 way for you to model.
0:09:41 I love that.
0:09:44 And I can hear all the passion in your voice.
0:09:45 And I teach marketing too.
0:09:49 And something that I always tell my students is it’s all about the nuance, these little
0:09:54 tiny tweaks that get people to make the decisions that you want them to make.
0:09:59 So can you talk about subtle nuances that people can do within their funnels that can
0:10:01 make or break their funnels?
0:10:02 Yeah.
0:10:06 So first off, there’s always three things in every page of a funnel.
0:10:07 So hook a story they offer.
0:10:10 And I always tell people, if you were to hire me, I do console days for a hundred grand
0:10:12 a day and people fly out here.
0:10:13 I always tell them, like, the only thing I’m going to do is I’m going to look at every
0:10:16 page of the funnel and see they’re going to be a hook, a story or the offer.
0:10:18 Like one of those things is always off, right?
0:10:19 So good example.
0:10:22 I have someone that’s in my inner circle and they had a webinar that was teaching people
0:10:26 how to make money with local reviews or something like that, right?
0:10:29 And they had this webinar and they had a webinar that was really good that landing page, register,
0:10:30 everything was there, right?
0:10:34 But it was costing them, I think on average, it cost them like $25 per lead to get someone
0:10:35 to register for a webinar.
0:10:39 And then from that, I think they’re like 12% of the people who registered actually showed
0:10:40 up.
0:10:44 Like $150 for every person to show up on this webinar.
0:10:45 And then the webinar was actually converted to really good.
0:10:46 They’re teaching the process.
0:10:50 They sold a really good offer and they did a really well, but it was just the conversions
0:10:51 were bad.
0:10:53 And so they wanted me to help them rebuild the entire funnel and the webinar and everything.
0:10:56 And I was like, I don’t think it’s that big.
0:10:57 I think you’re just missing one thing.
0:11:01 I said, when I look at the registration page, their headline was something like, learn how
0:11:05 to make money with helping local businesses with local reviews.
0:11:07 I was like, the problem with that is there’s no curiosity when I see that, I’m like, oh,
0:11:08 this is a webinar.
0:11:10 They’re going to teach me how to make money’s local reviews.
0:11:14 And if you think you know the answer already, then first off, you’re not going to register.
0:11:17 And if you do register, you may or may not show up, but you’re like, I think I know this
0:11:18 is about registered.
0:11:20 And if I’m bored, maybe I’ll show up.
0:11:23 And so all we did is we took that as like, let’s just change the hook and let’s make
0:11:25 more curiosity in the hook.
0:11:29 And so we changed it from how to make money, teaching people how to do local reviews or
0:11:33 whatever to like something like this is the loophole we found to help make extra money
0:11:34 helping local businesses.
0:11:37 And this is not, and we talked about all the things that wasn’t, this is not doing Facebook
0:11:38 ads.
0:11:39 This is not doing Instagram.
0:11:42 This is whatever, all the things that people might think it was, we talked about what it
0:11:43 was not.
0:11:45 And instead of register to find out exactly what this new thing is, and then we’ll show
0:11:47 you how to use it inside your business.
0:11:49 So we just made it more curiosity based.
0:11:51 That’s all we changed on the registration page.
0:11:56 And it went from $25 per registrant to now I started getting registrants at $5 a piece.
0:11:58 So it dropped the cost down to one-fifth.
0:12:01 And then because people didn’t know what it was unless they showed up, their show break
0:12:04 went from like 12% to like 26%.
0:12:08 And so between those two things, all of a sudden the metrics of the business changed and this
0:12:12 funnel went on to make the millions of dollars just by changing a hook on a page.
0:12:16 Simple psychology, these little tiny tweaks, these little tiny changes have huge impact
0:12:17 across the funnel.
0:12:18 That’s what I’m always looking for.
0:12:22 That’s what I look at so many people’s funnels just to get ideas of like, oh, look how they
0:12:23 did that.
0:12:24 Look how they did this.
0:12:27 And the more I see people buying ads, people always ask me, how do you know if funnel is
0:12:28 working?
0:12:30 Because the company is spending a lot of money on ads and you keep seeing it over and over
0:12:31 and over again.
0:12:33 They’re probably are doing something right.
0:12:34 And so I’ll click on it.
0:12:36 I’ll go look at like, oh, look how they did that.
0:12:37 Look how they frame that.
0:12:38 Look how they made this offer.
0:12:40 We’re just looking at those little things and they’ll come back and test them on our
0:12:41 pages.
0:12:46 And like I said, a little tweak like that can dramatically change the metrics of a business.
0:12:49 So it’s like searching for buried treasure and then applying it back to your business,
0:12:50 which is so much fun.
0:12:51 Yeah.
0:12:52 You’re making me feel inspired.
0:12:56 Like I should go look at every related business and see how they do their funnels and what’s
0:12:58 working and what’s not working.
0:13:03 So you said you have this superpower where you can take any product, any service, and
0:13:07 then you can determine how it should best be sold online.
0:13:10 What the funnel should look like, what the messaging, the script should look like, what
0:13:12 the sales process should be.
0:13:16 So I thought we could do a little quick game where I tell you, since you said it’s your
0:13:23 superpower, I’ll tell you a business idea and you tell me how do you think it should
0:13:24 be sold?
0:13:27 What do you think the funnel should look like and what do you think some of the messaging
0:13:28 should be and stuff like that.
0:13:31 And it can be super quick and high level.
0:13:32 Are you good for this?
0:13:33 Yeah, that’d be fun.
0:13:34 Let’s go.
0:13:35 Okay, cool.
0:13:40 So this is a high ticket social media agency with retainer services.
0:13:42 What’s the typical price point on that?
0:13:44 Let’s say it is $5,000 a month.
0:13:46 Okay, very cool.
0:13:49 And traditionally, when you sell that, do you get somebody on the phone to sell that
0:13:52 or do you try to sell off a page or how does it normally work in your world?
0:13:56 In my world, because I have a social agency, so I’ll just answer it myself.
0:13:58 Usually it’s a discovery call.
0:13:59 My business is unique.
0:14:02 It’s mostly referrals because I have so much social proof.
0:14:03 So the leads come to me.
0:14:08 So for the average person, I’d say they’re posting on social media, maybe retargeting
0:14:11 with a DM and then having a discovery call.
0:14:12 Gotcha.
0:14:13 Cool.
0:14:17 My experience with something like that where it’s, for me, if the price points under $2,000,
0:14:21 for most people, we can sell that off of a webinar, no clothes, no phone call needed,
0:14:22 right?
0:14:26 When you get to $5,000, especially $5,000 with recurring, 100% I agree that you need
0:14:29 to get someone on a call, right, strategy call, discovery call, things like that.
0:14:31 So knowing that’s the end goal, right?
0:14:33 So the end goal is to create a strategy call.
0:14:36 Now what I’m looking for is, okay, how do I make it so that by the time they get to
0:14:38 the strategy call, they’re already pre-sold.
0:14:41 And when they’re jumping on the strategy call, it’s not me trying to sell them.
0:14:45 It’s them trying to sell me on why I should accept them, right?
0:14:47 Those are the positioning things I’m trying to do.
0:14:50 So my very first thing I would do is I would probably create the landing page would be like
0:14:51 our case study.
0:14:55 Like let me show you a free case study about how we were able to and then find like one
0:14:58 or two or three of your clients that you’ve done really cool things for and build a case
0:14:59 study around that.
0:15:01 So the first page is like, give us your email address and I’m going to show you a free case
0:15:05 study about how I took Jenna Kutcher, Russell Brunson and so and so, and we three X their
0:15:09 views and made them each a hundred grand a month in advertising costs by making these
0:15:12 three little simple tweaks to their podcast, right?
0:15:13 Something like that.
0:15:14 Cause that would be intriguing for me.
0:15:17 In fact, the way you sold me, by the way, as you probably know, is you showed me a quick
0:15:18 video.
0:15:21 Like here’s the three things I would change on how you’re doing things to increase.
0:15:24 And then I saw three things I was like, this makes a hundred percent sense.
0:15:25 Let me give her my money right away.
0:15:26 Right?
0:15:27 So I’d be able to case study like that.
0:15:31 Page two then is there’ll be a video headline, a video like free case that reveals how to
0:15:32 blah, blah, blah.
0:15:35 And I’d have the video down below and watch the video and I would show the case studies
0:15:37 of Russell, of Jenna, of someone else, right?
0:15:38 Here’s what we did.
0:15:39 Here’s the tweaks we made.
0:15:40 They’re very simple, very easy.
0:15:44 And then underneath that, then I’d have a link to where they could apply for a discovery
0:15:46 call and I would make it very exclusive.
0:15:48 In fact, I would probably charge for the discovery call.
0:15:51 It’s been like, Hey, obviously we work with the clients of this caliber.
0:15:54 If you’re interested in working with us, basically the way it works is you put a hundred dollars
0:15:55 down deposit.
0:15:56 This is refundable.
0:15:58 If we don’t work with you, if you do work with you, it applies toward the first month,
0:16:00 but that way you have some kind of gate there.
0:16:03 That way you don’t get a million people applying and that would set up the discovery call.
0:16:06 So now you got a really cool funnel and now you can go out there and the advertising would
0:16:10 be basically like, Hey, do you want to see a free case study about how I got Jenna, Russell
0:16:11 and so and so this result?
0:16:13 If so, check out the page and send it to the page.
0:16:15 Now you go to podcasts or different interviews.
0:16:16 It’s really simple.
0:16:19 Again, the call to action and be like, Hey, if you want me to show you exactly how I did
0:16:21 this, I have a free case study over at Russell’s free case study.com.
0:16:22 Go check it out.
0:16:26 And then from there you can push people from social, from podcast interviews, from everything
0:16:30 into this funnel that then gets people pre qualified to give you money for your agency.
0:16:31 This is so good.
0:16:35 I feel like so many of my listeners are going to find so much value with this because you
0:16:39 could do this with any basically professional service that’s a retainer offering.
0:16:41 So it’s really, really smart.
0:16:46 One more thing to drill down on this is why do you want to make it so exclusive?
0:16:51 Tell us about how that switches the power dynamic or what are you trying to do by making
0:16:56 it seem like they’ve got to apply to you, not that you need them as a customer.
0:16:57 Two things.
0:16:58 Number one is it makes it easier for you operationally.
0:17:02 My first business I built, I was outbound calling every lead that came in, we’re trying
0:17:04 to sell them and it was expensive.
0:17:05 I had 60 full time salespeople.
0:17:09 I had to get a huge office with all his expenses because we’re chasing people and most people
0:17:10 aren’t qualified.
0:17:11 Most people have no idea why we’re calling.
0:17:12 It was just, it was a nightmare.
0:17:16 We made money, but it was such a grind and it was so expensive.
0:17:18 Eventually we let go all 60 salespeople.
0:17:20 We built a funnel, very similar to what I’m talking about right now.
0:17:21 I had two salespeople.
0:17:23 They can’t go outbound call people.
0:17:25 So said, let’s get people to raise their hands.
0:17:29 So it gave us the ability to go from 60 salespeople to just two and get pretty similar volume
0:17:32 on how much money we’re making, which was fantastic without the cost of stuff.
0:17:35 But number two is the principle we call the takeaway sell, right?
0:17:39 And if you think about this, the psychology behind this, when someone’s chasing you trying
0:17:44 to sell you something, they feel like this pushy knowing salesperson, right?
0:17:47 Instead what I want to do is I want to create desire in something, but then take it away.
0:17:50 So it’s like, Hey, I have this amazing thing, but I take away.
0:17:53 For example, I have a inner circle, my high end coaching programs, inner circle wave.
0:17:55 Only a hundred people can be in there, right?
0:17:59 And before I capped it to a hundred people, I had it where it was like anybody who we
0:18:00 could sign up would sign up.
0:18:01 So we’re going at it.
0:18:04 It took us three or four years to get to where about 35 people in that group paying every
0:18:05 single year.
0:18:06 And I was like, I want to get this bigger.
0:18:09 And I remember I decided I was like, I’m going to cap it to a hundred people and then
0:18:10 I’m going to cap it out.
0:18:13 And in my mind, I was like, I’m so far from a hundred people.
0:18:14 This will never actually happen, right?
0:18:18 It took me three years to get 30 people, 35 people to say yes.
0:18:19 But I switched.
0:18:20 I said, okay, this is exclusive.
0:18:21 There’s only a hundred people and the seats are gone.
0:18:22 They’re gone.
0:18:23 And I put it out there.
0:18:24 I remember emailing my list.
0:18:26 I said, hey, you guys have seen me talk about inner circle, you’ve seen the success stores
0:18:27 coming out of it.
0:18:30 We’re only going to have a hundred people and when it caps out, it’s sold out.
0:18:33 And I put that messaging out there and I made them apply.
0:18:35 Like let me know why you’re a good fit because we only have a hundred seats.
0:18:37 We got to make sure the right people are in here.
0:18:39 And it was crazy because people started submitting these applications.
0:18:40 They would call us on the phone.
0:18:42 I had people sending me gifts at my home.
0:18:43 I don’t know how to get my home address.
0:18:45 It was kind of creepy begging me like, let me be one of the people.
0:18:46 It was crazy.
0:18:50 Like three months, we sold out all to the hundred spots and it was crazy.
0:18:51 And then there’s a waiting list.
0:18:53 And I was like, it just shifts the psychology, right?
0:18:56 I’m not chasing them, begging them to sell.
0:18:59 I’m putting in something where it’s like, they have to apply to be part of it.
0:19:03 And so that’s been the biggest thing for us is creating a takeaway sale situation where
0:19:06 you’re taking something away from people because they got five kids.
0:19:07 It’s the same way.
0:19:09 If I’m like, hey, I need you to sing kids, they don’t want to do, but if I can position
0:19:12 different things where it’s like, hey, only one of you guys get to do this, but this is
0:19:15 why it’s so exciting that my kids are fighting over doing the chore because they want to be
0:19:17 the one to get the benefit from it.
0:19:20 So it’s all about creating desire and then taking it away.
0:19:22 And then I get people to start coming to you.
0:19:25 This was like a marketing psychology 101 class.
0:19:26 Okay.
0:19:30 The next line is low or medium ticket software offering.
0:19:32 Oh, very cool.
0:19:33 So like a recurring software continuity.
0:19:34 Yes.
0:19:37 Like signing up for click funnels, for example.
0:19:38 Okay.
0:19:41 So for click funnels, if you look at the way we’ve been running this for 10 years and
0:19:43 there’s two core funnels that I use.
0:19:44 So one of them is a trial funnel.
0:19:47 One comes up, they get a free 14 day trial to test it out.
0:19:51 And I love that one because it gets people no risk and come in and try it out.
0:19:53 And then it starts billing them afterwards.
0:19:56 The problem with that is it’s really hard to spend a lot of money on ads that way, right?
0:20:00 Cause it might cost me a hundred dollars to get somebody to take a free trial.
0:20:03 And then for most people, you can’t grow a business that way.
0:20:06 You have to wait two or three months for you to get your money back and it can be really
0:20:09 stressful if you don’t have a lot of money to be able to do that, right?
0:20:13 So in the second funnel I use as a webinar funnel, during the webinar, what I do is I
0:20:17 sell basically year access to the software for a thousand dollars.
0:20:21 So I’ll promote my webinar, they register for the webinar on the thank you page after
0:20:23 they register for the webinar before the webinar starts.
0:20:27 I tell people, hey, the webinar is about to start, but I want you to get a free trial
0:20:28 to our software.
0:20:29 So you can play with it before the webinar starts.
0:20:31 That way when you show up the webinar and I’m teaching you that, you know exactly how
0:20:32 to use it.
0:20:35 So they register for the free webinar, they’re offered a trial, a 14 day trial on the thank
0:20:36 you page.
0:20:39 Then the webinar happens and during the webinar, I’m teaching them how to use funnels, I explain
0:20:43 everything and then I make them a special offer where they can get a year for, it would
0:20:47 normally be $1,200 a year, they can get basically two months for free, right?
0:20:50 So they get a really special offer and I add in a bunch of other bonuses there.
0:20:54 We sell for a thousand dollars and that way when people buy the thousand dollar offer,
0:20:59 it covers my ad spend and that way I can spend money and then with that people start joining
0:21:00 the trial.
0:21:03 A good example, the very first year of ClickFunnels, that was our playbook.
0:21:08 After year was crazy as we had 2,500 people who had signed up for the thousand dollar
0:21:09 offer, right?
0:21:12 Which is basically $2.5 million collected, but that money we collected, that wasn’t
0:21:13 our profit.
0:21:16 We took that money and we put that money back into ads, that’s how we started growing the
0:21:17 company, right?
0:21:21 But from the 2,500 people that gave us the thousand dollars, 7,500 people had signed
0:21:24 up for the trials and actually stuck.
0:21:27 And so you look at 7,500 people times $97 a month, that was the business.
0:21:28 That was where we made our money.
0:21:29 Does that make sense?
0:21:30 Yeah.
0:21:31 Totally makes sense.
0:21:35 And so those two funnels together is how we grew ClickFunnels and everyone who comes
0:21:39 to me has a software company, how do I grow my software company, this is the blueprint
0:21:40 how we did it.
0:21:41 It worked insanely well.
0:21:43 So that’s how I would definitely do it.
0:21:47 Let’s hold that thought and take a quick break with our sponsors.
0:21:53 YapGang, I appreciate a good deal just like anyone else, but I’m not going to cross a
0:21:57 desert or walk through a bed of hot coals just to save a few bucks.
0:22:01 It needs to be straightforward, no complications and no nonsense.
0:22:05 So when Mint Mobile said that I could get wireless service for just 15 bucks a month
0:22:08 with a three month plan, I was skeptical.
0:22:12 But it is truly that simple to secure wireless at 15 bucks a month.
0:22:15 And Mint Mobile made my transition incredibly easy.
0:22:17 The entire process was online.
0:22:21 It was easier to purchase, easy to activate and easy to save money.
0:22:25 The only lengthy part that took up any time was waiting on hold to cancel my previous
0:22:26 provider.
0:22:30 If you want to get started, just go to mintmobile.com/profiting.
0:22:34 You’ll see right now that all the three month plans are only 15 bucks a month, including
0:22:36 the unlimited plan.
0:22:41 All plans come with high speed data and unlimited talk and text delivered on the nation’s largest
0:22:42 5G network.
0:22:46 And don’t worry, you can use your own phone and keep your current phone number with any
0:22:48 Mint Mobile plan.
0:22:52 Find out how easy it is to switch to Mint Mobile and get three months of premium wireless
0:22:55 for just 15 bucks a month.
0:22:59 To get this new customer offer and your new three month premium wireless plan for just
0:23:03 15 bucks a month, go to mintmobile.com/profiting.
0:23:05 That’s mintmobile.com/profiting.
0:23:10 Cut your wireless bill to just 15 bucks a month at mintmobile.com/profiting.
0:23:15 $45 upfront payment required equivalent to $15 a month.
0:23:18 New customers on first three month plan only.
0:23:21 Speed slower above 40 GB on unlimited plan.
0:23:23 Additional taxes, fees and restrictions apply.
0:23:25 See Mint Mobile for details.
0:23:30 Hey, yeah, bam, launching my LinkedIn secrets masterclass was one of the best things I’ve
0:23:31 ever done for my business.
0:23:36 And I didn’t have to figure out all the nuts and bolts of creating a website for my course.
0:23:38 I needed a lot of different features.
0:23:42 I needed chat capabilities in case anybody had questions.
0:23:44 I needed promo code discounts.
0:23:50 I needed a laundry list of features to enable what I was envisioning with my course.
0:23:55 But here’s the thing, all I had to do was literally lift a finger to get it all done.
0:23:59 And that’s because I used Shopify.
0:24:06 Shopify is the easiest way to sell anything to sell online or in person.
0:24:08 It’s the home of the number one checkout on the planet.
0:24:14 And Shopify is not so secret secret as Shoppay, which boosts conversions up to 50%.
0:24:19 That means way fewer cards get abandoned and way more sales get done.
0:24:24 So when students tell me that they can’t afford my course, I let them know about payment plans
0:24:25 with Shoppay.
0:24:27 It is a game changer.
0:24:30 If you’re into growing your business, your commerce platform better be ready to sell
0:24:35 wherever your customers are scrolling or strolling on the web, in your store, in their feed and
0:24:37 everywhere in between.
0:24:42 Put simply businesses that sell more sell with Shopify.
0:24:46 Upgrade your business and get the same checkout we use at YAP Media with Shopify.
0:24:52 Sign up for your $1 per month trial period at Shopify.com/profiting and that’s all lowercase.
0:24:57 Go to Shopify.com/profiting to upgrade your selling today.
0:24:59 That’s Shopify.com/profiting.
0:25:05 Yeah, fam, if you’re anything like me, you didn’t start your business to spend all
0:25:10 your time managing finances, budgeting, invoicing, and tax prep.
0:25:13 Not exactly the fun part of entrepreneurship.
0:25:17 My CEO, Jason, on the other hand, is great at finances.
0:25:21 But even he doesn’t want to switch between five different apps for banking, expense tracking,
0:25:23 and contractor payments.
0:25:25 We wanted a tool that could just do it all.
0:25:26 And guess what?
0:25:27 We found one.
0:25:30 And yes, it’s called Found.
0:25:35 Found is an all-in-one financial tool made for entrepreneurs and solopreneurs.
0:25:39 Found handles everything, business banking, bookkeeping, invoicing, vendor payments,
0:25:41 and even tax planning.
0:25:43 No more juggling multiple apps.
0:25:45 Found does it all in one place.
0:25:50 With smart features like automatic expense tracking, virtual cards for specific budgets,
0:25:56 and no hidden fees or minimum balances, Found helps us stay organized and save time.
0:25:58 Plus, signing up is quick and easy.
0:26:01 No paperwork or credit checks required.
0:26:05 Join the 500,000 small business owners who trust Found.
0:26:07 Get your business banking working for you.
0:26:10 Try Found for Free at found.com/profiting.
0:26:16 Stop getting lost in countless finance apps and try Found for Free at found.com/profiting.
0:26:21 Sign up for Found for Free at found.com/profiting.
0:26:24 Found is a financial technology company, not a bank.
0:26:28 Banking services are provided by Pyrmont Bank, member FDIC.
0:26:29 Found’s core features are free.
0:26:36 They also offer an optional paid product, Found Plus.
0:26:39 I’m going to make sure that we spend a bunch of time on webinars.
0:26:41 I also have been doing webinars a lot.
0:26:42 I love them so much.
0:26:44 So I want to pick your brain on that.
0:26:45 Okay, the last one.
0:26:48 This is a local brick-and-mortar car wash.
0:26:49 Interesting.
0:26:53 The local ones are always fun because not a lot of people do funnels in the markets.
0:26:56 So anyone who comes in with a local market usually crushes.
0:27:00 In fact, one of my friends is a dentist, and she created an Invisalign funnel, and she
0:27:04 blew up her practice, completely filled it up in like a couple of weeks, and then she
0:27:07 licensed that funnel to all these other dentists, and they’ve all blown up their practices.
0:27:08 So if you can figure out local funnels, it’s really good.
0:27:09 Okay.
0:27:11 So a local car wash is the question.
0:27:12 So I’m trying to think.
0:27:16 The first question I would ask, without doing the research, what are offers that car washes
0:27:19 have used in the past through direct mail or TV or radio to get people in?
0:27:25 So I actually dated somebody who owned a car wash, and he told me that his big thing was
0:27:28 getting people to become members, to subscribe to the car wash.
0:27:29 Oh, very cool.
0:27:30 Okay.
0:27:31 So it’s time for membership, and they get…
0:27:35 I think I know my wife’s on a car wash membership, where she pays, I don’t know, $30 a month
0:27:36 on the car wash.
0:27:37 Yeah, something like this.
0:27:38 Like $30 a month for a car wash.
0:27:39 Yeah.
0:27:40 Very cool.
0:27:41 All right.
0:27:43 First off, I try to create some kind of offer, right?
0:27:45 Because memberships are typically hard to sell by themselves.
0:27:49 I’m like, okay, what else can I package together to make a really irresistible offer?
0:27:50 Right?
0:27:51 So for me, I look at…
0:27:54 I’m sitting in the car wash here in our neighborhood, right over here.
0:27:57 There’s a couple of restaurants around, and there’s three or four really cool things right
0:27:58 in the vicinity.
0:28:00 So I would go to those different businesses and be like, hey, I’m going to bring people
0:28:02 to the car wash.
0:28:03 People who come to the car wash are going to need their haircuts.
0:28:04 They’re going to need fast food.
0:28:05 They’re going to need…
0:28:08 And I’m like, can I create something where I get a free haircut from you, a free lunch
0:28:11 from you, a free, you know, pick three or four things, and then make an offer, right?
0:28:12 And then that’d be the offer.
0:28:16 So the offer would be something like, hey, when you come in and join the car wash membership
0:28:18 club, you’re going to get your first wash for free.
0:28:22 Plus you’re going to get free food at Taco Bell, a free haircut, free cookies, so delicious.
0:28:24 I think that things are out there.
0:28:25 And that’s going to be the offer when you come in.
0:28:29 So I make that offer, and then I create a funnel, and I would probably make a funnel
0:28:30 look similar to…
0:28:31 Do you remember Groupon?
0:28:32 Yeah.
0:28:33 And Living Social?
0:28:35 I’d make a page look similar to that because people locally are used to those styles like
0:28:36 that.
0:28:38 When you join the free car wash, you get this.
0:28:41 Here’s the other things you get, and I make the page look very similar to that.
0:28:45 And then I would just go target Facebook ads to people within, I don’t know, 10 mile radius
0:28:49 of the car wash, and I would blanket it so that every time any of those people open Facebook
0:28:53 or Instagram, all they saw was my offer for the free car wash with the other bonuses.
0:28:56 And I would drive all the traffic to that page, and that’s how I do it.
0:28:58 What’s the importance of adding those bonuses?
0:29:01 What does that do psychologically to people?
0:29:04 There’s two ways to be the cheapest person in town, right?
0:29:06 And this is where people mix it up.
0:29:10 They always think, “Okay, especially people who don’t understand psychology and marketing,
0:29:11 they always want to be the lowest priced leader.”
0:29:13 So there’s like, there’s two car washes competing.
0:29:14 One guy’s like, “I’ll do it for $10.
0:29:15 I’ll do it for $9.
0:29:16 I’ll do it for $8.”
0:29:20 And they try to compete by price to eventually cut all their margins away, right?
0:29:21 And my mentor is a guy named Dan Kennedy.
0:29:25 And Dan Kennedy told me one time, he said, “If you can’t be the lowest priced leader
0:29:28 in town, there’s no strategic advantage of being the second lowest priced leader, right?
0:29:32 If you can be Wal-Mart, cool, but if you’re like, “I’m a little more expensive than Wal-Mart,
0:29:33 but I’m also cheap.”
0:29:34 There’s no advantage there, right?
0:29:37 But being the most expensive in town, there is a huge strategic advantage of being the
0:29:39 most expensive.
0:29:42 So I never try to increase my value by lowering the cost.
0:29:45 I try to increase my value by adding value on top of things, right?
0:29:48 And then it seems cheaper, seems less expensive.
0:29:52 So now by making this offer, it’s like, “I’m still paying $10 for a car wash, the other
0:29:56 guy’s paying, but I also get free lunch, free haircut, free, all these other things.
0:30:00 It seems cheaper, even though it’s the same price, or I can make it a premium where it’s
0:30:03 more expensive, but it still seems cheaper because I’m getting these other things, this
0:30:05 other value out on top of it.”
0:30:08 So anytime I create any kind of offer, my number one thing is like, “How do I increase
0:30:13 the perceived value of this so that it seems cheaper without having to cut any price?”
0:30:16 We’ve done this with chiropractors, where people will drive past five different chiropractors
0:30:20 in town to get to the sixth chiropractor because his offer seems cheaper, even though it costs
0:30:24 more a lot of times because the value that they wrapped on top of that, a lot of times
0:30:26 the value doesn’t cost you any extra money, right?
0:30:30 It doesn’t cost these other companies money to give you the coupons for their things.
0:30:34 It just gives them a new customer in the door, so it’s a huge value out for them as well.
0:30:35 So good.
0:30:36 I love that advice.
0:30:37 Okay.
0:30:39 So a lot of my listeners are entrepreneurs, so that just helped them.
0:30:45 A lot of them are aspiring entrepreneurs, and I always say the easiest way to become
0:30:49 an entrepreneur is to just do something that you’re good at, sell a service that you’re
0:30:50 good at.
0:30:51 I was good at social media.
0:30:52 I started a social agency.
0:30:53 I was good at getting sponsors.
0:30:54 I started a podcast network.
0:30:56 It’s the easiest thing to do.
0:31:02 So how can you know when you’re ready, and that you’re a true expert at what you do,
0:31:03 and you can start selling your expertise?
0:31:04 Oh, very cool.
0:31:06 First off, I 100% agree.
0:31:10 I think anybody when they’re first getting started, picking a service or a thing that
0:31:14 you can do, that’s the easiest way to get started, and then eventually it turns into
0:31:17 businesses and services and courses or whatever it else.
0:31:22 But I think the biggest part is most people, I don’t know, I have a very obsessive compulsive
0:31:23 personality.
0:31:28 When I get excited about something, I go deep, and I geek out really, really deep, right?
0:31:32 So it helps me to get leverage over other people because I go deep on these topics.
0:31:35 So for anybody doing this, I would say, okay, if you want to be in the business world, there’s
0:31:37 so many different services people need.
0:31:38 We need funnel builders.
0:31:39 We need designers.
0:31:40 We need people to drive traffic.
0:31:41 We need people to do social media.
0:31:42 We need people to do video editing.
0:31:45 We need people to do, like, there’s so many different pieces of the puzzle that make any
0:31:47 kind of business work.
0:31:50 So first off, it’s looking at all those things and then figuring out what you actually like
0:31:51 to do.
0:31:54 I would recommend even for a lot of people, if you don’t know yet, go find an entrepreneur
0:31:56 you look up to and go volunteer, go work for them for free.
0:31:57 Go move to their city.
0:31:58 Like, how am I going to work for you?
0:32:01 Like, let me figure out and just try a bunch of things until you find something that you
0:32:03 actually have interest in or passion.
0:32:04 Right?
0:32:06 I may have people on my team that full-time, all they do for a living now is write emails
0:32:09 because they came into our world and they’re like, I really like the email thing.
0:32:10 They became obsessed with that.
0:32:11 And they start studying emails.
0:32:15 And they’ve got, some of these guys make six plus figures a year writing emails.
0:32:16 How hard is it to write emails?
0:32:17 Right?
0:32:19 But because that person got so good at it and they love it, they can obsess with
0:32:20 it.
0:32:21 That’s what their thing is.
0:32:22 Right?
0:32:23 For you, sponsorships.
0:32:26 Like you were great at that or social media or writing captions on Facebook post.
0:32:29 Like there’s so many little pieces and if you become excellent or something, a lot of
0:32:32 people that are okay, a lot of people that can do the work, but when you find someone
0:32:36 who can become amazing at the thing and specialize in it, that’s worth a lot of value.
0:32:37 Right?
0:32:40 So figure out the lane you want to go in and then become obsessed with this.
0:32:41 Number one.
0:32:44 And then for theirs doing it for a client, for the entrepreneur until you can prove a
0:32:45 result there.
0:32:46 That’s like, hey, now I’ve got a result there.
0:32:51 Now let me shift from like, this is my full-time job thing to like, let me start an agency
0:32:53 or I can do it for five entrepreneurs or 10 entrepreneurs, right?
0:32:56 And then from there, if you get really good, you can make a course and it kind of blossoms
0:33:01 into all the other things you could do with your skill and your expertise.
0:33:05 So I learned something new about you when I was studying for you for this interview.
0:33:11 You said that outside of the business world, I guess you feel more shy and reserved, but
0:33:13 here you are on camera.
0:33:14 You’re so energetic.
0:33:16 You’re so outgoing.
0:33:22 For those aspiring entrepreneurs out there who feel like they’re shy and nowadays you
0:33:26 need a personal brand, honestly, you don’t need one, but it will turbocharge your success
0:33:28 if you have a personal brand.
0:33:32 Can you speak to them and give them some inspiration in terms of if they can do this too?
0:33:33 Yeah, for sure.
0:33:36 People never believe me until they see me in my real life that I’m very introverted.
0:33:40 In fact, I go to church, normally go to church and even knows who I am, what I do because
0:33:42 I’m just kind of like hanging out inside, you know.
0:33:46 I did a podcast episode one time and I said, I feel like I’m an introvert and extroverts
0:33:47 calling right?
0:33:49 I see these extroverts who feel so comfortable to go out there to talk and everyone else
0:33:50 stuff.
0:33:51 And like, I can’t do that.
0:33:54 Like I see that and I’m like, I’m always envious of like, I wish I had that skill so I could
0:33:58 walk into a crowd and just talk for some reason that I wasn’t blessed with that.
0:34:02 But then I started understanding myself because again, I’m very nervous when I, when I see
0:34:04 someone one-on-one, I’m having this conversation.
0:34:06 But when I can prepare for something and I get on stage, like I feel very comfortable
0:34:11 in front of 100 or 1000 or 10,000 people, it feels less stressful to me than a one-on-one
0:34:13 conversation in the hallway.
0:34:14 I’d rather die than do that.
0:34:15 It scares me so bad.
0:34:18 I don’t know why or phone calls, like my number one fear in this world is phone calls.
0:34:21 Like I hate when the phone rings, like I only answer for my wife and nobody else.
0:34:24 I get anxiety, but I realized it’s actually fascinating.
0:34:29 If you look at most really good entertainers, actors, people who are on stage, entrepreneurs
0:34:31 who are on stage a lot, most of them are introverted.
0:34:36 And when I started learning about introverts is we like to create things privately and then
0:34:41 present them publicly versus extroverts come, they’re processing live in real time and stuff
0:34:42 like that.
0:34:46 And so what I found is that introverts actually do better a lot of times in these roles in
0:34:47 being social media.
0:34:50 I mean the face of a brand because we have to go and at least for me, like I have to prepare
0:34:53 a lot behind the scenes, get my thoughts, get things figured out and then come in and
0:34:56 I can present things in a way that’s simpler, that’s clear.
0:34:59 Whereas extroverts a lot of times they jump in and nothing gets extroverts.
0:35:02 Like again, I wish I had more of that in me, but extroverts process externally.
0:35:06 So they’re talking and they’re like figuring things out on the fly, which is amazing.
0:35:10 But also like a lot of times the things they’re teaching may not be as clear the very first
0:35:11 time cause they’re not thought through.
0:35:14 So for introverts to understand like you don’t have to be an extrovert.
0:35:16 You don’t have to just like go live anytime you want, you can sit back and think through
0:35:20 your frameworks and figure things out and like prepare things ahead of times and then present
0:35:21 them publicly.
0:35:24 Look at most really good actors or actresses.
0:35:27 Most of them are very introverted, but they can perform because they prepared over here
0:35:28 and they perform externally.
0:35:29 So I don’t know.
0:35:30 Hopefully I get some hope.
0:35:32 You came to one of our events and I had a chance to talk to you and you’re probably like, man
0:35:34 Russell is so weird and awkward.
0:35:35 Like that’s how I am.
0:35:36 I was nervous.
0:35:37 I was the nervous one.
0:35:42 I was like, cut the conversation Jordan cause I was just too nervous.
0:35:43 Yeah.
0:35:48 I think this is part of, and like what’s fun about this too is like most social media stuff
0:35:51 like you can record on your phone and then post it later.
0:35:55 It doesn’t have to be that scary interaction of like I’m live and eventually get more comfortable.
0:35:56 Again, I got started 20 years ago.
0:36:00 So this is before we had webinars, but back then we had tele seminars.
0:36:03 You would dial a phone number and I’d had an admin number and I would invite people
0:36:07 to this call and I’d pick up the phone and I had no idea if there was one person listening
0:36:08 or a hundred.
0:36:11 So I get in there and then I had to talk for an hour just to myself.
0:36:15 I remember it was so weird and so I’d pretend like the people were there and I would talk
0:36:18 to myself and then I’d only know if people were on the call if somebody bought something
0:36:19 later.
0:36:20 I’m like, oh, somebody bought something.
0:36:21 I mean, somebody must have actually showed up.
0:36:22 Oh my God.
0:36:23 But we didn’t know back then, right?
0:36:26 Later, they go to webinar, came out and then zoom and you could see what people were there.
0:36:27 But that’s what I had to learn.
0:36:31 So I was just practicing talking on a phone by myself, hoping that someone was there.
0:36:34 You guys nowadays, we have the chance to like practice on your phone and practice till you
0:36:35 feel comfortable.
0:36:38 You could try 10 times and post the one that you’re actually proud of at the end of the
0:36:39 day.
0:36:44 And to your point, when you get obsessed with something and you’re so good at something
0:36:49 really specific, like a part of a marketing process like writing emails.
0:36:53 Now you’re confident because Ed Milet told me confidence breeds confidence, right?
0:36:58 Now suddenly you can talk and you’re energetic about it because you know, you know more than
0:37:01 99% of people about this one specific thing.
0:37:02 Yeah.
0:37:03 For sure.
0:37:08 And maybe that’s what’s fun too is like you start seeing nuances inside of your art that’s
0:37:09 different than other people.
0:37:11 And you start sharing that and people are like, Oh my gosh, that’s so cool.
0:37:13 And then yeah, the confidence breeds more confidence.
0:37:16 For a long time, I assume that everybody was looking at the world the way I was.
0:37:19 And I remember the very first time I started talking about funnels and showing people what
0:37:21 was working and people were like, this is the coolest thing ever.
0:37:22 I was like, don’t you guys all see this?
0:37:27 A lot of times it’s hard because our superpower, because it’s common to us, we don’t realize
0:37:30 that it’s the superpower until you share it with somebody else.
0:37:32 And I think that’s one of the hard things too is just like we underestimate like our
0:37:34 own value because it’s like, Oh, it’s just this is what I do.
0:37:35 Of course.
0:37:36 Can you guys all see this?
0:37:37 No, we can’t.
0:37:39 And you sharing that is what lights up the world for other people.
0:37:40 And it’s pretty cool.
0:37:41 Okay.
0:37:43 So I want to talk about offer development.
0:37:46 I want to talk about finding your target market and things like that.
0:37:48 Starting with niches.
0:37:50 What’s your guidance on niches?
0:37:54 How can we make sure it’s not too much competition, but still has enough people?
0:37:57 And it’s not like finding a needle in a haystack when we’re looking for our customers.
0:37:59 Yeah, for sure.
0:38:02 It’s funny cause I was getting these arguments with people cause ever, especially starting
0:38:03 new people.
0:38:04 I want to be able to target everybody.
0:38:08 So they create these big offers that are so big and I’m like, the problem is like eventually
0:38:09 you want to be broad market, right?
0:38:10 Cause that’s what you can scale.
0:38:14 But when you get broad market, you’re competing against people like me who can spend multiple
0:38:15 million dollars a month in ads, right?
0:38:19 So if you’re trying to get access to all entrepreneurs, that’s going to be really, really hard for
0:38:22 you because you’re fighting against people like me who have huge budgets, right?
0:38:25 And so if you want to beat me, it’s like, you can’t beat this huge thing.
0:38:29 You have to start niching down and niching down, niching down until you find your sweet
0:38:30 spot.
0:38:31 But if you get too small, you’re right.
0:38:35 Like there’s no, you know, for most people, you get a lot smaller than you think you can,
0:38:36 right?
0:38:37 I look at just even me and you.
0:38:40 And obviously you’ve got a lot of facets of your business, but if you look like entrepreneurship
0:38:43 and then from there, it’s in my mind, I’ll be like, it’s content creation and traffic
0:38:44 generation.
0:38:45 And then there it’s like podcasts.
0:38:48 And then it’s like the way you do podcasts, like it’s four or five levels deep from like
0:38:50 just pure entrepreneurship, right?
0:38:54 To find your sweet spot where you’re dominating and you’re having so much success.
0:38:58 Even me, it’s like, even though I’m targeting all entrepreneurs, but my message is not that
0:39:01 I’m going down all entrepreneurs who want to make money online, who are trying to sell
0:39:05 stuff online, who want to do it on a website, who want to do it through a sales funnel.
0:39:07 Like it ends up being even a smaller market in there.
0:39:10 And then inside sales funnels, there’s some markets like how to write copy inside sales
0:39:11 funnels, how to do email.
0:39:14 Like it keeps getting smaller and smaller, but it’s nice about is that the smaller you
0:39:19 can get, the easier it is to actually find the people you were trying to target and it’s
0:39:20 less expensive.
0:39:23 Like right now, if I tried to buy a Super Bowl ad, the reason why I would never do that
0:39:27 is because the Super Bowl ads going to seem like, who knows, 25 million, 100 million people
0:39:32 are going to see it, but other 25 million people, there’s only maybe 20,000 that would
0:39:33 want a funnel, right?
0:39:36 And so if I do that, I’m wasting all that money on eyeballs.
0:39:37 Same thing for most of us.
0:39:40 Where if I know I’m going after Christian entrepreneurs or female Christian entrepreneurs
0:39:45 who are mothers, like also now it’s very, very targeted and I can buy ads that just hit
0:39:49 that target and I’m not wasting all this money on all the rest of the people, right?
0:39:52 And then over time, and this I’m giving this comfort to those who are like, but I want
0:39:53 to change the world.
0:39:56 It’s like, cool, you’ll be able to, but you start niched and then you can start moving
0:39:59 and getting broader and broader over time.
0:40:01 When you can start reinvesting more money and you get more assets and things like that,
0:40:03 you can start going bigger, right?
0:40:07 That’s why I’m able to now go where I’m targeting most of the world with my message now is because
0:40:11 we spent so much money mastering people who want to build funnels, then people who want
0:40:14 to be experts, then people who want to drive traffic, and then we kind of started going
0:40:17 up from there, but it gave me time to build a foundation.
0:40:19 Yeah, that makes total sense.
0:40:25 So basically you’re saying, niche down a bit so that you can target the exact person,
0:40:28 make some money, and then the more money that you have, the more that you can compete with
0:40:31 people who are going after these broader niches.
0:40:38 So can you give us an example of what a good target sub-niche, I guess, is to put it into
0:40:39 practice?
0:40:40 Yeah, for sure.
0:40:44 And one thing I would share with people just to think through is who’s the dream customer
0:40:45 that you want to serve, right?
0:40:49 And typically for most people, your dream customer is you five years ago, right?
0:40:53 Especially if you’re coming as an influencer showing your face and the brand, the person’s
0:40:55 going to be attracted to you is the person that you were five years ago.
0:40:57 So that’s what I’m looking at specifically.
0:41:00 So for me, if I look back five years ago in my business, or 10 years ago, whenever it
0:41:03 was that I was trying to learn this stuff, right?
0:41:04 Who was I?
0:41:05 I was the person.
0:41:07 So for example, like if I was to start with my business right now and I go back 10 years
0:41:10 ago before I launched ClickFunnel, I was like, who would I target initially?
0:41:11 Well, who was like 10 years ago?
0:41:14 I was an athlete, a retired student athlete, right?
0:41:17 So I had success as an athlete who wanted to be an entrepreneur.
0:41:21 I was married, had young kids, and so I’d be like, hey, I want to target athletes who are
0:41:24 entrepreneurial, who have young families who are trying to figure out how to support those
0:41:28 families with their entrepreneur dream, but also at the same time, trying to change the
0:41:29 world and try to share the message.
0:41:31 Like that’s who I would try to target.
0:41:33 And these are probably male athletes because that’s what I’m a male, right?
0:41:34 So that’s what I would start at.
0:41:39 One of my friends, Annie Grace, she is in the alcohol addiction market.
0:41:41 And for her, it’s like, well, who was she?
0:41:43 She was in corporate America.
0:41:47 She was someone who was drinking because it was socially part of like her job description.
0:41:48 She was flying around the world.
0:41:51 She was expected to be at these parties and be drinking and she got an alcohol addiction
0:41:52 because of that, right?
0:41:56 And she struggled and then she over time figured out how to break this alcohol addiction.
0:41:57 And anyway, she’s brilliant.
0:42:01 If anyone’s got issues with that, study Annie Grace’s stuff, she’s amazing.
0:42:04 But what’s fascinating about that is when she launched her message initially, who was
0:42:05 she targeting?
0:42:09 She was targeting people who are in corporate world, who travel, who are struggling with
0:42:10 alcohol addiction.
0:42:12 Like she was targeting her five years earlier, right?
0:42:15 Exact demographic and profile, because she could speak to that so well, right?
0:42:17 And that became who she launched her book to.
0:42:18 She launched her movement.
0:42:19 She got those people.
0:42:22 And then over time, she’s able to like get case studies of people who came into a world
0:42:26 who maybe they weren’t corporate, but someone had referred them and that was a mom who struggled
0:42:28 or a husband who struggled or something.
0:42:31 And then she’s able to take those case studies from these people and then launch it in the
0:42:35 markets where it wasn’t her story, but it was their story and start getting in those markets
0:42:36 and bringing them in.
0:42:39 Now she’s changing the world, bringing in tons of people from around the world.
0:42:43 But I’ll start with her niching down to basically exactly who she was five years earlier and
0:42:47 targeting those people first because she could speak to them perfectly.
0:42:48 This is actually such a great example.
0:42:52 So she was targeting alcoholics and she’s in our network now, so I know a bit about
0:42:53 her.
0:42:56 Now she’s just doing breaking bad habits.
0:43:02 So it went from alcohol to now she wants to just be the person that helps people break
0:43:04 all addictions.
0:43:08 What a great example of Anish and now she gets to broaden out because she’s more successful.
0:43:14 She has more credibility, more money to spend on putting her self out there.
0:43:15 Okay.
0:43:17 So let’s talk about offer development.
0:43:20 You talk about avoiding building a better mousetrap.
0:43:21 So what does that mean?
0:43:25 What should we be thinking about when we’re creating our offers?
0:43:27 I mentioned earlier my mentor, Dan Kennedy.
0:43:31 He taught me something back 15, 20 years ago when I first got started.
0:43:33 And never did people talk about it because in the business world, in fact, I remember
0:43:37 in college and classes, they taught like, “Okay, all you got to do is find someone’s product
0:43:39 and you build a better mousetrap.”
0:43:40 And what he said was really fascinating.
0:43:43 He said, “If you look at the history and the evolution of offers throughout time,”
0:43:44 right?
0:43:48 So back 200 years ago, there were not tons of entrepreneurs doing stuff because it just
0:43:49 wasn’t possible, right?
0:43:53 So the businesses that built stuff, they were like the big, I don’t know, Sears and Carnegie
0:43:55 and all these like big brands that made stuff, right?
0:43:58 And so the first wave of entrepreneurs, what they would do is they would take something
0:44:02 that somebody was selling, they would do the way entrepreneurs popped out where like,
0:44:03 entrepreneurs would repair stuff.
0:44:07 So the refrigerator broke, the washing machine broke, the sofa broke, and the entrepreneurs
0:44:11 who they did repair, they would fix the things that the big corporate conglomerates were
0:44:12 building, right?
0:44:13 And that was the first phase.
0:44:17 And then as the market starts shifting, people started getting, it was easier to start businesses
0:44:20 than the next phase was this is where people started building a better mousetrap.
0:44:23 Like, “Oh, you bought a fridge from Sears, I can give you one, that’s better.”
0:44:25 Dan Kennedy called these improvement offers.
0:44:28 So anytime you hear the word ER, I think that’s an improvement offer.
0:44:32 So things better, faster, stronger, cheaper, like if there’s an ER, it’s an improvement
0:44:33 offer.
0:44:35 You’re taking something that’s already there and you’re trying to make a better version
0:44:36 of it.
0:44:40 And you can do that, like you can make money by making something that’s an improvement.
0:44:43 But the problem with improvement is, especially if you’re selling like information products
0:44:48 and things like that, if someone just tried the ketogenic diet and they failed at it and
0:44:50 you come in, you’re like, “Hey, I’ve got a better way to do the ketogenic diet.”
0:44:52 They’re like, “I just fell to this.”
0:44:54 They look at that and it’s like, “This is a better way to fail.”
0:44:57 Like, that’s how our subconscious mind looks at things like that.
0:45:01 And so you’re coming in, you’re trying to show someone, “Here’s a better way to do something.”
0:45:03 By default, it’s just, it makes it harder to sell something.
0:45:07 So the third phase, it goes from repair to improvement to what Dan Kennedy calls a new
0:45:08 opportunity.
0:45:11 And so a new opportunity is basically looking at something saying, “Look, I know you’ve
0:45:14 tried this in the past and you failed and it’s not your fault, it’s because of the system
0:45:16 you were using was broken.
0:45:19 I have something that’s a new opportunity, that’s different, that’s not a better way
0:45:20 to do that.
0:45:21 It’s a different way to do that.”
0:45:25 And I think about like some of the great inventions of all time, like Steve Jobs when, you know,
0:45:28 this is when musically out that people at CDs and stuff and he could have came out and
0:45:31 said, “Hey guys, I figured out a better way to do CDs.
0:45:33 Now you see these don’t hold 10 songs, it holds 100 songs.”
0:45:34 But he did that.
0:45:37 He stood there in front of the entire world and said, “Look, this is how you carried your
0:45:39 musically past CDs, but we’re getting rid of CDs.
0:45:40 I’m throwing them out the door.
0:45:42 This is a broken system and I have a new opportunity.”
0:45:45 And boom, he pulls out the iPod, a thousand songs in your pocket.
0:45:49 It wasn’t a better way to do CDs, it was a new opportunity, a new thing.
0:45:50 And that’s like, you know, boom, takes off.
0:45:51 Same thing with the phone.
0:45:53 When he came out with the iPhone, it wasn’t like, “Here’s a better way to do a phone.”
0:45:57 He’s like, “The phone is broken, here’s the new opportunity.”
0:46:00 When we launched ClickFunnels, the same thing, like there were a lot of website building
0:46:01 platforms at the time.
0:46:03 There were platforms in the email marketing, there were platforms in the CRMs.
0:46:07 And if I were to came and say, “Hey, I have a better CRM, I have a better thing,” like
0:46:10 now we’re fighting on features and stuff instead of like, “No, no, no.”
0:46:12 We have something that’s completely different than you guys ever thought about.
0:46:15 We have a platform that builds this new thing called Funnels.
0:46:19 It’s a new opportunity, which is why I think it took off 10 years ago as fast as it did
0:46:20 because we introduced a new opportunity.
0:46:24 So it’s looking at how to position what you’re selling differently.
0:46:28 In fact, every time I watch an entrepreneur try to pitch their product, I’m partaking
0:46:29 them.
0:46:32 If they say the word better or stronger or the ER, I’m like, “You’re positioning it
0:46:33 wrong.”
0:46:37 Oh, is that where the ER comes from that you were saying that’s an ER offer?
0:46:38 I didn’t get that.
0:46:39 Got it.
0:46:40 Yeah.
0:46:41 So I was like, “Yeah, it’s kind of like this one.
0:46:42 It’s better.”
0:46:43 It’s like, “No, no, no.
0:46:44 Don’t say it’s better.”
0:46:45 That’s broken.
0:46:46 The way you do that was not working.
0:46:47 Here’s the new opportunity, right?
0:46:48 And it’s how you position everything.
0:46:49 So that’s what a new opportunity is.
0:46:53 And if you can figure out how to position your offer as a new opportunity and not an improvement,
0:46:58 it’ll skyrocket yourselves because it takes the stress off of the person’s back and shows
0:47:00 that it wasn’t their fault that they failed this way.
0:47:01 We’re not trying to make a better failure.
0:47:03 We’re giving them this new opportunity.
0:47:04 Okay.
0:47:09 So related to new opportunities, why is status and leveraging status really important to
0:47:11 do a good job with that?
0:47:12 It’s fascinating.
0:47:15 In fact, I bet most listeners will argue with me on this or they won’t believe it’s
0:47:19 true for themselves, but I promise you it is.
0:47:22 Everything we do or we don’t do in life, if you do something, it’s going to increase
0:47:23 your status or it’s going to decrease your status.
0:47:27 So we do things because we hope it’s going to increase our status or we don’t do things
0:47:30 because we’re a fear that it’s going to decrease our status, right?
0:47:33 So for example, somebody sees a nice car and like, I want to buy a Ferrari and the reason
0:47:37 why I want to buy the Ferrari is because if I buy this thing, it’ll increase my status.
0:47:39 My people around me will think that I’m better.
0:47:41 That’s what drives us to want to buy something, right?
0:47:44 If I’m going to buy a course from somebody, there’s two weird things, right?
0:47:47 If I buy something from you, I’m taking money out of my bank account and giving it to you.
0:47:51 So what happens to me is my status is decreased because I’m losing money, but I have a hope
0:47:55 that by giving you this money, it’s going to increase my status by the result you’re
0:47:56 giving me, right?
0:47:58 And so they’re always waiting like, “Ah, if I give you this, it’s going to decrease
0:48:01 my status temporarily, but by doing so, I will learn, I’ll figure out how to do this
0:48:02 thing which will increase my status.
0:48:04 Therefore, I’m willing to take that risk.”
0:48:06 So whenever I show these people, I always laugh because they’re like, “Well, I’m not
0:48:07 that way.
0:48:09 I don’t do things based on my status.”
0:48:11 And I actually had this conversation with my wife and I was writing expert secrets.
0:48:14 I had a whole chapter on status and I asked her.
0:48:16 I was reading this to her and she was like, “I don’t look at it that same way.”
0:48:17 I’m like, “What do you mean?”
0:48:18 She’s like, “I would never buy a Ferrari.
0:48:19 I would never do it.”
0:48:20 I’m like, “Why not?”
0:48:25 She’s like, “My friends would make fun of me.”
0:48:28 I kind of stopped and I said, “So by you buying a Ferrari, for you, it would have actually
0:48:31 been a decrease in status because your friends and people with a pickup line would have made
0:48:32 fun of you, right?”
0:48:33 She’s like, “Oh.”
0:48:36 I was like, “Yes, all the choices we’re making is based on this weird thing of like, if I
0:48:39 do this, it’s going to increase my status or decrease my status.”
0:48:43 And so when I’m selling something or I’m making an offer to somebody, I’m always thinking
0:48:44 about that.
0:48:46 Like, by them giving me money, it’s going to decrease their status, but I have to help
0:48:49 them see the vision of like, over time, this will actually increase their status if they
0:48:50 buy this thing.
0:48:52 And status could be they’re going to make more money.
0:48:54 They’re going to lose more weight.
0:48:55 Whatever that thing is they’re trying to get, right?
0:49:00 And if they believe that the increase in the status will offset the decrease by paying you,
0:49:01 then they’re more likely to buy the thing.
0:49:02 And the same thing is true now.
0:49:07 When you come back to like, the new opportunity versus an improvement offer, an improvement
0:49:13 offer by default, if I am going to try another keto diet that I failed on three times, but
0:49:16 you got a better one, like, is the status decreased, right?
0:49:19 Versus, hey, that thing in the past that you tried that failed, that was not your fault,
0:49:20 right?
0:49:21 I’m increasing their status.
0:49:22 Like, that was not your fault.
0:49:23 What they sold you is incorrectly.
0:49:24 It wasn’t a good thing.
0:49:25 But this is the new opportunity.
0:49:27 It’s like, oh my gosh, this is something that’s going to increase my status.
0:49:30 It’s not going to be like another failure, another thing I tried in the past, right?
0:49:31 It shifts it for them.
0:49:35 So status is an interesting one that’s hard for a lot of people to believe it dictates
0:49:37 your choices, but 100% it is.
0:49:40 From everything I think about like the people we date, the people we marry, the clothes we
0:49:44 wear, all these things have to do with how we perceive it’s going to increase or decrease
0:49:45 our status.
0:49:46 It’s kind of fascinating.
0:49:51 We’ll be right back after a quick break from our sponsors.
0:49:54 Young and Profiters, buy low, sell high.
0:49:56 It’s easy to say, but it’s hard to do.
0:49:59 For example, high interest rates are crushing the real estate market right now.
0:50:04 Demand is dropping and prices are falling, even for many of the best assets.
0:50:08 It’s no wonder the Fundrise flagship fund plans to go on a buying spree, expanding its
0:50:12 billion dollar real estate portfolio over the next few months.
0:50:16 You can add the Fundrise flagship fund to your portfolio in just minutes with as little
0:50:21 as $10 by visiting fundrise.com/profiting.
0:50:25 That’s f-u-n-d-r-i-s-e.com/profiting.
0:50:32 Again, you can diversify your portfolio with the Fundrise flagship fund at fundrise.com/profiting.
0:50:36 That’s f-u-n-d-r-i-s-e.com/profiting.
0:50:41 Carefully consider the investment objectives, risks, charges, and expenses of the Fundrise
0:50:43 flagship fund before investing.
0:50:49 This and other information can be found in the fund’s prospectus at fundrise.com/flagship.
0:50:51 This is a paid advertisement.
0:50:54 Young Game Profiters, when I started my podcast, I had a volunteer team.
0:50:58 I was able to just go on social media, put up a post, recruit some interns, and it was
0:51:00 no big deal.
0:51:03 But as we scaled as a company, I need real A players.
0:51:07 I need people with experience, but we’re a small company.
0:51:08 And so I don’t have an HR team.
0:51:13 However, I found the secret sauce to hiring effectively with no HR team.
0:51:16 And the secret is indeed.
0:51:20 Indeed is your go-to hiring and matching platform where you can find vet and lock in the best
0:51:23 talent all in one place.
0:51:27 Stop bouncing around between different job sites and let Indeed’s matching engine help
0:51:29 you build your dream team fast.
0:51:34 I’m super glad I found Indeed when I did, because now hiring is so much easier.
0:51:35 We’re not just doing it from scratch.
0:51:38 We do our hiring all in one place.
0:51:40 Indeed matches you with quality candidates.
0:51:46 In fact, a recent survey found that 93% of employers agree that Indeed delivers the highest
0:51:49 quality matches compared to other job sites.
0:51:54 Getting high quality matches the minute you put up a post saves you so much time.
0:51:55 Trust me.
0:51:56 I know.
0:52:01 Join the over 3 million businesses worldwide that use Indeed to hire A players fast.
0:52:05 And listeners of the show will get a $75 sponsored job credit to give your jobs more
0:52:09 visibility at Indeed.com/profiting.
0:52:11 That’s Indeed.com/profiting.
0:52:15 And tell Indeed you heard about them on this podcast.
0:52:16 Terms and conditions apply.
0:52:17 Need to hire.
0:52:18 You need Indeed.
0:52:23 Young and Profiters, chances are, if you’re listening to this show, you’ve got an expertise
0:52:24 that you can teach other people.
0:52:29 Chances are you can make passive income by creating your first course.
0:52:33 If you’ve been on the fence about creating a course, what are you waiting for?
0:52:38 It is so easy to launch a course these days because Teachable has got your back.
0:52:40 Teachable is the number one course platform.
0:52:45 It is simply the best platform for content creators to start or grow an online business
0:52:46 authentically.
0:52:50 That’s because Teachable offers more product options to create and sell than any other
0:52:56 platform with online courses, digital downloads, coaching services, memberships, and communities.
0:53:01 You can engage your online audience on a deeper level and you can get selling fast with easy
0:53:05 to use content and website builders plus a variety of AI tools.
0:53:07 They have an AI curriculum generator.
0:53:10 They have automatic subtitles and translations.
0:53:15 So they’ve really figured out how to use AI to optimize our course creation and make
0:53:16 it much faster.
0:53:20 They also have a top rated mobile app that allows your customers to enjoy your products
0:53:21 on the go.
0:53:26 On Teachable, creators also get more power and ownership over monetizing their content.
0:53:30 Your content shouldn’t get lost in the algorithm and you shouldn’t have to rely on other companies
0:53:31 to pay you.
0:53:35 Now is the perfect time to join Teachable because you get an exclusive deal with our
0:53:37 partner code, Profiting.
0:53:42 Go to teachable.com and use code profiting to unlock a free month on their pro plan.
0:53:46 You’ll get all their marketing, product creation features to build out your offerings and there’s
0:53:48 no limitations on this trial.
0:53:49 So you definitely don’t want to miss this.
0:53:51 Again, it’s teachable.com.
0:53:55 You can use code profiting for an entire free month on Teachable.
0:53:59 Be a part of the 100,000 plus creators who are already using Teachable to turn their
0:54:06 expertise into a thriving online business.
0:54:10 It is so fascinating and knowing that it can help determine your marketing messaging and
0:54:12 how you position stuff.
0:54:15 One more question and then I want to stick on webinars because I know we don’t have
0:54:18 a lot of time and I definitely want to talk about webinars.
0:54:24 And this is insider information because I’ve been trying to get you to do ads on YouTube
0:54:28 and you won’t let me and you’re obsessed with growing your YouTube channel.
0:54:32 So talk to us about why you are so focused on YouTube.
0:54:36 What have you been learning this year because your YouTube has like 300,000 some followers
0:54:37 you’re doing like really well.
0:54:40 So just quickly, what have you been learning?
0:54:41 Why are you so bullish on YouTube?
0:54:42 Yeah.
0:54:45 I don’t think we’ve cracked the code on YouTube yet.
0:54:47 We’re very particular to try to figure it out and try to master it.
0:54:51 I think the big reason why is every other advertising platform, think about this.
0:54:55 We create content and then it disappears in the feed.
0:54:56 We put forth the effort and it disappears.
0:55:00 For me, I don’t know about you, but ROI is one of my highest values, my highest drive.
0:55:01 What’s the ROI of me doing?
0:55:05 If I’m going to spend an hour recording this video or this thing, what’s the long-term
0:55:06 ROI?
0:55:07 And most things again, it goes in the feed and it disappears.
0:55:09 It goes in the, you know, it disappears.
0:55:12 YouTube is the only one where you post the video and over time it actually grows.
0:55:15 Like I have videos I did five or six years ago that still get thousands of views every
0:55:18 single month from something I did five years ago, right?
0:55:20 And so for me, that’s the big part of it.
0:55:24 And the second part is I feel like YouTube is becoming, I’m careful tip of telling you
0:55:25 guys, I love all the platforms.
0:55:26 I love podcasting.
0:55:27 I love Instagram.
0:55:28 I love everything.
0:55:34 But I look at YouTube right now as I think one of the best spots to put long-form content.
0:55:37 Our best buyers come from podcasts because there’s someone spending an hour with you
0:55:38 in their ears, hearing you talk.
0:55:43 It builds a different relationship than a short form reel or Instagram, you know, YouTube’s
0:55:44 the same way.
0:55:47 If someone spends an hour with you or 45 minutes on a video, it builds such a better connection.
0:55:51 And people who will spend an hour here on video are more likely to invest, to come to
0:55:52 your events, to buy your other things.
0:55:56 So what we’re seeing right now is the people who are coming from YouTube are, YouTube is
0:56:00 actually honestly long form podcasts, like the two long form styles of content.
0:56:03 Those are the people that become the best buyers for silver time.
0:56:05 Now YouTube algorithm is goofy though.
0:56:10 So we’re really focusing on trying to create videos in a way where our personal goal internally
0:56:12 here within next year, I want to make it where every video I put out gets a hundred thousand
0:56:13 views.
0:56:14 We’re not there yet.
0:56:15 We have every once in a while that pops off and gets it.
0:56:18 But YouTube, like you have to understand the algorithm, the content, how to pull people
0:56:22 through and like it’s a lot more you wants to get a video to get to a hundred thousand
0:56:26 views consistently than like, for example, our podcast, our podcast, we have our followers,
0:56:30 we post the podcast, people listen to it and for us, it’s growing the following.
0:56:32 And then it kind of works.
0:56:35 Whereas YouTube, it’s definitely it’s more finicky because the algorithm demands something
0:56:36 very, very specific.
0:56:37 And it’s also momentum.
0:56:40 So if one video hits and then the next video hits, it keeps growing.
0:56:44 Whereas if you have a video hit, then one drops, the momentum goes downwards and it takes
0:56:45 three or four videos to get it back up.
0:56:49 And so it’s just, it’s just a little more finicky what we’re finding so far.
0:56:52 But again, we haven’t mastered it yet, but that is one of our big goals this year is
0:56:56 to master it so we can get spot where every video we put out there has a hundred thousand
0:56:57 views or more.
0:56:59 And then from there, it’s like, man, if I’m doing that, we’re getting an extra million
0:57:01 views a month across our content.
0:57:03 How does that affect everything else in our brand?
0:57:04 Which is obviously really, really big.
0:57:05 Yeah.
0:57:08 And it’s basically the start of a funnel most of the time, right?
0:57:12 So instead of paying for ads, you’re getting all this organic traffic through YouTube.
0:57:13 Oh yeah.
0:57:15 And I get a similar thousand views on paying for the ads.
0:57:19 I mean, it’s costing me, who knows, 10, 20, $30,000, where I’m getting that for free.
0:57:23 I guess it’s worth putting in the time to figure out how to master the algorithm.
0:57:24 Okay.
0:57:29 So something we’ve both been really interested in is webinars.
0:57:31 I’ve been doing webinars for the last couple of years.
0:57:35 I love webinars because I feel like it helps me really build super fans.
0:57:40 It’s really effective for selling, but I feel like having this two-way communication, people
0:57:45 really start to get bought into the idea of me and really start to support me 10X.
0:57:48 So why do you love webinars?
0:57:52 I’m obsessed with webinars mostly because for me, it’s the, again, first off, I agree
0:57:55 with what you said about connection, building a relationship to audience.
0:57:58 It’s also the fastest way to take somebody who’s really cold and has no idea who you
0:58:02 are, warm them up, build trust, and then get them to buy an offer.
0:58:05 When we launched ClickFunnels, again, I’m trying to like, how do I grow this company
0:58:06 as fast as I can?
0:58:07 And we did it 100% through webinars.
0:58:10 I created one webinar presentation.
0:58:12 I have a script called the perfect webinar that kind of shows how I do it.
0:58:14 I had one webinar presentation.
0:58:15 We launched it, it converted it.
0:58:16 And so I did that webinar.
0:58:19 And if you read my book, expert secret, I tell people like you need to do a live webinar
0:58:23 every single week until you master that one presentation, same presentation, weekend and
0:58:25 week out until you’ve mastered the presentation.
0:58:30 So for me, when I launched ClickFunnels, I did the exact same webinar 70 times in a row.
0:58:31 Sometimes it was three or four times a week.
0:58:34 Sometimes I did two or three in a day and I have a new audience.
0:58:37 I give the webinar presentation and again, it takes a freezing cold person that has no
0:58:38 idea who I am.
0:58:41 They come in, they spent 90 minutes with me and the end of it, they’re buying a $1,000
0:58:44 or $2,000 course that fast and now I can serve them.
0:58:48 Whereas every other funnel, every other way to sell and get people, it takes longer to
0:58:49 do that.
0:58:51 Where I think a webinar is the fastest way to take somebody from, we don’t have relationship
0:58:55 to like, man, we’re best friends and we’re going to go on this journey together.
0:58:58 And so that’s why I’m mildly obsessed and why I still do them all the time.
0:59:00 I’ve seen people all the time like, oh, webinars are dead.
0:59:03 I was like, they are not dead.
0:59:04 They are far from it.
0:59:05 They’re also so fun.
0:59:10 I love creating my webinars, optimizing my webinars.
0:59:14 What kind of things work well to sell on a webinar and what doesn’t, is there a certain
0:59:17 price point where it doesn’t work or can you give any advice on that?
0:59:21 I have a $10,000 offer I sell on the webinar and it works, but it’s harder.
0:59:23 Like the more expensive, the better you have to get, right?
0:59:29 And so for most people, I think the sweet spot for webinars is like $297 up to like $2,000.
0:59:33 It’s kind of the sweet spot where a 90 minute presentation can get somebody to warm up enough
0:59:36 where they feel comfortable like parting with that much money.
0:59:39 So that’s kind of the sweet spot in the pricing.
0:59:43 For us, we sell a year where a quick funnel is on a webinar for like $1,000 and then they
0:59:46 get it for free for a year or for six months and after that starts billing them.
0:59:49 So you can sell memberships and continuity programs through webinars as well.
0:59:50 It works really effectively.
0:59:53 I just like, if I have some of the attention for 90 minutes, I’ll usually again bundle
0:59:54 it together.
0:59:58 So they’re getting five or six months for free for a higher price than put people into
0:59:59 it.
1:00:00 But yeah, I think that’s kind of the price.
1:00:03 When he gets above that, I’ll still do webinars a lot of times, but the webinar will traditionally
1:00:06 push them to a sales call or a discovery call.
1:00:08 That way I still have the time to build the relationship with them and they can push them
1:00:10 there to do the higher transactions if we need to.
1:00:11 Yeah.
1:00:16 Something I want to point out to my listeners is the webinars is this two-way communication.
1:00:19 They’re seeing you like, let’s say on a paid ad or a social media posts.
1:00:22 Social media, they’re warmer, paid ad, totally cold.
1:00:25 You bring them on a webinar, you’re warming them up, you’re getting two-way communication.
1:00:29 If it’s super high ticket, you then want to bring them on a call, you can’t get any warmer
1:00:30 than that, right?
1:00:31 Like being on a call with somebody.
1:00:36 So you’re just like warming them up and the more expensive it is, the more you need personal
1:00:38 connection and talking with people.
1:00:43 But webinars are awesome because you can get that personal connection in mass and it saves
1:00:44 you a lot of time.
1:00:45 Okay.
1:00:48 So let’s talk about the intro of a webinar, what are some things we should think about?
1:00:49 A couple of things.
1:00:51 Obviously, someone’s registering for this webinar.
1:00:54 Most people are very unsure, like, why am I here?
1:00:55 How long is it going to be?
1:00:56 All those kind of things, right?
1:00:57 So when I look at like, what’s the hook on my landing page?
1:01:00 So the hook is like, hey, I’m going to teach you guys how to blah, blah, blah, blah, whatever.
1:01:04 The first thing webinar starts, I wanted to tell them, like, Hey, you’re in the right
1:01:05 spot.
1:01:06 You guys registered for the webinar and teach you this.
1:01:07 How many guys are excited?
1:01:08 And I try to start creating interaction immediately, right?
1:01:11 I want people commenting that you said two-way communication, right?
1:01:12 I’m getting them participating.
1:01:13 Like, Hey, how’s it going?
1:01:14 Like this is what we’re talking about.
1:01:15 How many guys are excited about that?
1:01:16 I go back and forth.
1:01:19 And then afterwards in people’s heads, they’re still trying to figure out, like, is this for
1:01:20 me?
1:01:22 And the first three or four minutes, five minutes of a webinar, this is where you get the biggest
1:01:23 drop off.
1:01:24 People show up like, Oh, this is not for me.
1:01:27 So during that time, I’m trying to like show them this is for you.
1:01:30 So usually after I kind of reintroduce the title of the webinar and get excited, get
1:01:34 them rehyped about what they registered for initially, then I’m going back and say, Okay.
1:01:36 Now I want to make sure you guys know you’re in the right space.
1:01:39 A lot of times I’ll do a survey before a webinar, trying to figure out where people are at.
1:01:43 You don’t have to, you can do it without a survey, but I’ll ask them with K. How many
1:01:44 guys are brand new beginners?
1:01:47 Is this your first time ever thinking about this, that you raise your hand right now in
1:01:50 the comments or say, yes, they’re like, yes, yes, cool.
1:01:52 If you’re a brand new beginner, this is going to be great for you because I’m going to show
1:01:55 you exactly how to get started and how to have success very, very quickly.
1:01:56 Okay.
1:01:58 So how many guys you’ve had some success, if you’re kind of struggling, how many guys
1:01:59 are in that, in that camp?
1:02:00 Right?
1:02:02 If that’s you type number two in the comments, right?
1:02:03 And they got all these twos.
1:02:04 Cool.
1:02:05 That’s you.
1:02:06 During this presentation, I’m going to show you guys if you’ve got started, how to take
1:02:09 that actually have more success and start growing and scaling it.
1:02:10 Then how many guys are super successful?
1:02:13 You’re trying to figure out a hack to get the next level, putting three in the comments,
1:02:14 right?
1:02:16 So I’m showing like, if you’re a beginner, this works for you.
1:02:17 If you’re intermediate works for you.
1:02:20 If you’re advanced, it works for you because otherwise they’re like, oh, this is kind of
1:02:21 a newbie thing.
1:02:22 I’m out or all this is too advanced.
1:02:23 I’m out.
1:02:26 So like, it doesn’t matter who you are, this is going to be a good fit for them.
1:02:27 Right?
1:02:28 So I’m kind of bringing them in through there.
1:02:31 And again, for me, I mean, there’s a lot of little things I do, but the key part is
1:02:34 just trying to build that relationship, getting engagement with them ahead of time.
1:02:38 So that now I can go into the presentation, I can tell the story and they’re like, they’re
1:02:39 all bought in there.
1:02:40 They’re excited about it.
1:02:42 And so yeah, those are some of the core things to do at Nickering.
1:02:46 I know that having an epiphany story is really important for your business.
1:02:49 Is this something that you also do on a webinar?
1:02:50 The epiphany bridge.
1:02:53 I’ve teached like whole classes on epiphany bridge, basically epiphany bridge is like,
1:02:57 what is the story about how you got introduced to the thing that you’re going to be sharing
1:02:58 during the presentation?
1:02:59 Right?
1:03:02 So if you’re in your presentation showing how someone’s going to start their own podcast,
1:03:03 right?
1:03:06 Then the first 15 minutes of my presentation is when I’m telling the story about how I
1:03:09 discovered this new opportunity I’m about to reveal to them, right?
1:03:12 So the webinar is all tied around the new opportunity that we talked about earlier.
1:03:15 So I’m going to tell this epiphany bridge story like, here’s a story how I discovered
1:03:16 this thing.
1:03:18 I was just like you five years ago, I went through this thing and you’re telling the story
1:03:21 that you went on and how you discovered this thing, right?
1:03:24 I always tell people like, when someone’s coming to your webinar, they’re looking for
1:03:25 a result, right?
1:03:27 When they’re buying a product, they’re looking for a result.
1:03:31 And typically when they come to you, this is not the first time they’ve tried to figure
1:03:32 out that result, right?
1:03:36 So an example, I bought a company last year, a women’s weight loss company.
1:03:39 And I remember the owner, I bought a firm where she told me, she said that the average
1:03:42 woman in America goes on eight diets a year.
1:03:43 Eight.
1:03:44 Wow.
1:03:45 Is that crazy?
1:03:47 When you look at that, like if I assume that someone’s coming to my webinar and they’ve
1:03:50 never thought about having been on a diet before, I’m dumb, right?
1:03:54 They come to mind thinking they never thought about a funnel before I’m wrong, right?
1:03:57 So I have to show them like, what is my new opportunity that’s different?
1:04:00 Like they’ve tried eight diets this year to lose weight, none of them worked.
1:04:02 Why is my new opportunity different than these?
1:04:03 Like why is it different?
1:04:04 Right?
1:04:06 So I’m going to tell my story about like, Hey, I was just like you five years ago.
1:04:09 I tried the paleo diet, the keto diet, the, the, the, the, the, I try these things.
1:04:11 I had little successes and I crashed and burned a little.
1:04:12 How many of you have done it before?
1:04:13 You tried the same thing, right?
1:04:14 Yeah.
1:04:15 I had the same problem.
1:04:18 I went on this journey and I found out something was completely different than what anybody
1:04:19 was talking about online.
1:04:22 And it was this process called blah, blah, blah, whatever your process is, right?
1:04:23 And this is right.
1:04:26 And I tell that whole story, how I discovered it, what it looked like, and then the result
1:04:28 I ended up getting because of it.
1:04:31 And then basically I tell people then like, I, I went through and I figured out a map.
1:04:34 I have this map and I’m going to teach you on the rest of the webinars, this map and
1:04:36 how you can use it to have the same result I had.
1:04:37 Are you guys ready for that?
1:04:38 And they get all excited.
1:04:41 And then from there, I transitioned to the actual teaching part of the presentation.
1:04:42 Amazing.
1:04:46 Please, very quickly, just explain the teaching part.
1:04:48 What should we not include in there?
1:04:49 What should we include high level?
1:04:52 And then we’ll close up the interview.
1:04:55 This is actually my favorite part because this is where most people get it wrong.
1:04:57 A lot of people think, I’m just going to teach whatever I want and then I’ll sell them at
1:04:58 the end.
1:05:01 You can do that, but the teaching is the most important.
1:05:04 If you do the teaching part correctly, then people will buy what you have at the end of
1:05:05 your presentation.
1:05:09 So a couple of things, number one is your job is not to teach them how to do everything.
1:05:12 If you do that, like you’re not going to serve the person, right?
1:05:15 My job is to inspire them to this map that I have is the thing that’s actually going
1:05:17 to get them the result, right?
1:05:18 So I do that.
1:05:20 For me, I break down my teaching to three sections.
1:05:23 My first section is I’m teaching them the framework for how to do the thing.
1:05:26 Number two is I’m teaching them that they could actually do that.
1:05:29 And I’m showing that a third thing is like teaching them that like there’s nothing else
1:05:31 that can hold them back from being successful, right?
1:05:35 So I’m going to have three teaching points I go through when I’m doing that presentation.
1:05:40 And the key here is when I’m teaching, I’m teaching them the what, but not the how.
1:05:41 That makes sense.
1:05:43 I’m teaching them what to do, but not how to do it.
1:05:45 So what is the strategy?
1:05:46 How is the tactics?
1:05:47 Okay.
1:05:50 So I think about this, like when I do my webinar teaching people about building a funnels,
1:05:51 I’m going to teach them the strategy.
1:05:54 So I make step number one, you can go find a funnel that’s already converting step number
1:05:56 two, then is you’re going to funnel hack it.
1:05:58 You’re going to buy their products and see what does the funnel actually look like step
1:05:59 number three.
1:06:00 You’re going to sketch out what the funnel looks like.
1:06:02 And step number four, you’re going to click funnels and actually build it out.
1:06:04 So that’s the what they’re going to do, right?
1:06:06 I’m showing them the strategy of it.
1:06:10 Now the how is like, I log into click funnels, I click on this button that I’m going to click
1:06:11 over here.
1:06:12 I’m going to show you the product here.
1:06:14 Then I’m going to write the copy here that you’re like, it’s all the tactics to take
1:06:16 a long time to actually show somebody.
1:06:20 And so what people have to understand is that you’re teaching them the what during the presentation,
1:06:24 but they’re buying from you the how that’s the big differentiator.
1:06:26 So people have a webinar that’s not working.
1:06:29 The reason why it usually doesn’t work is because they’re teaching the what and the
1:06:30 how.
1:06:32 And in their mind, they’re like, I’m serving this person, I’m helping them show them everything
1:06:33 they need.
1:06:37 But then it’s impossible in 90 minutes to give somebody all of the tactics and need to be
1:06:38 successful.
1:06:39 So you’re not actually serving him.
1:06:40 You’re giving him half stuff.
1:06:43 And number two, it just overwhelms them and they don’t buy.
1:06:46 But us as educators, like, I want to give them everything, but you can’t actually empower
1:06:47 people to have success.
1:06:51 So we teach them the what and then the offer is the how where we can take them out of the
1:06:54 webinar situation and we can show them through a course or a training or a mastermind how
1:06:57 to actually implement everything that they just learned about.
1:07:02 And that’s the key to really making stories work during the content side of the training.
1:07:03 Yeah, see your point.
1:07:07 The number one mistake I’ve made with webinars is just teaching too much.
1:07:08 And then people are like, well, I already learned enough.
1:07:11 I’m just going to have to implement what you taught me on this webinar.
1:07:13 No need to go buy her course, right?
1:07:14 Yeah.
1:07:15 So really good.
1:07:19 In terms of conversion, really quick, what’s a good registration attendance rate?
1:07:20 What’s a good conversion rate?
1:07:22 What are our benchmarks?
1:07:23 Great question.
1:07:24 Great question.
1:07:27 So first off, if you’re emailing your own list, the numbers always are skewed very positive.
1:07:30 So that’s a problem a lot of people have is they email their list, like my conversions
1:07:33 are great and they try to buy ads and then it doesn’t work, right?
1:07:36 So I don’t judge like whatever my email list does, like that’s just free money.
1:07:37 I don’t judge that.
1:07:39 I don’t judge like if I’m actually buying paid ads.
1:07:43 So the numbers and again, it’s going to be different market by market, but registrations
1:07:47 I want registration rates on the page between like 30% and 50%.
1:07:49 Like that’s kind of the sweet spot in there.
1:07:50 Show up rate.
1:07:52 I want it to be the lowest 20% usually around 30%.
1:07:56 That’s the sweet spot between 30% that was somebody’s on the webinar.
1:07:59 When I transitioned from my teaching to my selling, I was looking to see how many people
1:08:01 are on the line right there.
1:08:04 So let’s say I get that spot and there’s a hundred people that are still on, I’m transitioning
1:08:05 to my pitch.
1:08:09 If you can get 5% of the people to close, that’s usually ends up being like a six figure
1:08:10 year webinar.
1:08:14 If you run that very often, if you get 10%, that’s usually a multi-million dollar webinar
1:08:15 and you get 15%.
1:08:18 That’s where the click phones webinar was when we first launched it, which took us to,
1:08:21 we just passed a billion dollars in sales in the last 10 years.
1:08:25 So 5% is like a really good webinar, 7% like you should be celebrating, having a party,
1:08:29 like it’s time to go buy a new house, 15%, it’s like you can do whatever you want.
1:08:31 So that’s kind of the numbers we’re looking for.
1:08:32 Love that.
1:08:33 Such good information.
1:08:34 So helpful.
1:08:37 On my show, it’s a couple of questions.
1:08:42 The first one is what is one actionable thing our young and profitors can do today to become
1:08:44 more profitable tomorrow?
1:08:45 Very cool.
1:08:49 The number one thing I would do, like you mentioned earlier, figuring out the skills
1:08:51 that you want to do and then becoming obsessed.
1:08:56 I decide like this is my career, this is my thing, I’m going to become mildly obsessed
1:09:00 and go deep on this thing because nowadays we don’t pay for people who are jacks of all
1:09:03 trade, we pay for people who are really good at one thing and can go really, really deep
1:09:04 in the lane.
1:09:07 If you become a master of that, you can write your own paycheck for the rest of your life.
1:09:08 Love it.
1:09:09 And what is your secret to profiting in life?
1:09:13 And this can go beyond marketing, whatever you think, what is your secret to profiting
1:09:14 in life?
1:09:15 Oh, cool.
1:09:18 I have a philosophy I’ve been thinking about a lot over the last year.
1:09:22 So it’s true like all areas of life, there’s things that we produce and things we consume,
1:09:23 right?
1:09:24 I just think about like weight loss, right?
1:09:28 Like if somebody is consuming more calories than they are burning, they gain weight, right?
1:09:31 And so are you consuming more than you are producing?
1:09:35 In business or, you know, in your life, if you are consuming, so you’re spending more
1:09:39 money than you are producing, then you go bankrupt, you lose your money, right?
1:09:42 Success in life in almost every area, look at my relationships, my business, my health
1:09:43 and everything.
1:09:45 I’ve got to be producing more than I’m consuming.
1:09:49 The difference between there’s how you’re successful, like in business, if you are producing
1:09:52 more value than you are consuming, then your bank account grows.
1:09:56 If I am producing more calories than I’m consuming, I lose weight, right?
1:10:00 If I’m producing a better relationship value with my wife or my customers, whatever that
1:10:02 I am consuming, then we have a great relationship.
1:10:04 And so it’s coming down to that, like we need to be producers.
1:10:05 I have a big model.
1:10:08 We call our people prime movers, like we are the producers of society.
1:10:10 We got to be producing at a higher level when consuming.
1:10:12 And that’s how you change everything.
1:10:15 It’s when you flip around, you’re consuming more than you’re producing, you’re taking
1:10:17 more than you’re giving in all areas of life.
1:10:21 That’s where you gain weight, you lose relationships, your business goes bankrupt.
1:10:24 And so it’s learning how do I become a producer who can produce more I consume.
1:10:27 And that’s like, that’s the secret sauce to how you be successful in all areas of life.
1:10:28 I love that.
1:10:30 It’s such a unique answer.
1:10:33 I’ve never heard before and it was just so awesome.
1:10:34 So thank you so much.
1:10:38 I feel like all of my listeners are going to want to follow you and learn more about
1:10:39 you.
1:10:41 Tell them about the marketing secrets show.
1:10:44 Tell them where they can find you, where you want to point them to.
1:10:47 Obviously the marketing secrets podcast, that’s the podcast I do with you inside your network.
1:10:50 I’m going twice a week right now teaching the best marketing strategies and tips and things
1:10:52 we’re figuring out, having a ton of fun with it.
1:10:55 So if you want to subscribe to the podcast, that’d be awesome.
1:10:58 And then if you want to learn the webinar selling side of things that you’re talking
1:11:01 about, I do an event once a month, this live event is so much fun.
1:11:02 It’s a three event.
1:11:05 It’s called selling online where I teach people how we sell online, how we tell stories,
1:11:09 how we rewrite thoughts, beliefs and people’s subconscious minds during presentations.
1:11:12 And so the best place if you go to that event, sellingonline.com and register, you have a
1:11:16 chance to sit with me for three days and go deep on psychology and selling and how to
1:11:18 get people to buy the products and services you create.
1:11:21 So that’s probably the two best places to get a hold of me.
1:11:22 Amazing.
1:11:25 And Russell, can you promise me to come on the show at least once a year?
1:11:26 Done.
1:11:27 You have my word.
1:11:28 Thank you.
1:11:29 Awesome.
1:11:30 Thank you so much, Russell.
1:11:31 I really enjoyed this conversation.
1:11:32 Thank you.
1:11:33 It was awesome.
1:11:34 Make it out.
1:11:35 Wow.
1:11:45 I mean, that was value bomb after value bomb after value bomb dropped by the OG marketer
1:11:49 Russell Brunson, the legend.
1:11:50 He’s incredible.
1:11:55 I mean, it was so fun to see his superpower funnel skills in action.
1:11:59 And I loved how obsessed he is with sales funnels.
1:12:04 And I really got to enjoy getting a glimpse of the art and science that goes into creating
1:12:06 an effective funnel.
1:12:11 Like I just love that he like studies other people’s funnels and works backwards to figure
1:12:12 out their funnels.
1:12:17 And bottom line, it’s all about the hook, story and offer.
1:12:21 And sometimes it’s just the slightest tweaks that could unlock an entire funnel and make
1:12:24 it super successful.
1:12:28 Finding the buried treasure as Russell puts it, how can you tweak something that’s going
1:12:32 to make somebody do the decision that you want them to do?
1:12:33 It’s so fun.
1:12:35 Marketing is just so fun.
1:12:40 I also found his concept of an epiphany bridge to be really compelling, whether you’re building
1:12:43 a funnel to a webinar or something else.
1:12:49 Take the time to tell the story of how you yourself discovered the opportunity that you’re
1:12:51 about to share with your audience.
1:12:55 Russell had so many great insights and here are just a few more of my favorites.
1:13:01 First, you have to drill down to find the sweet spot when it comes to your market niche.
1:13:04 Don’t try to just serve everyone all at once.
1:13:06 You can’t compete with the big boys.
1:13:08 They’re going to beat you every time.
1:13:13 So you got to drill down a couple notches and be more specific.
1:13:20 Next, try to figure out a way to position your offer as a new opportunity and not just an
1:13:23 improvement on an existing product or service.
1:13:27 Also, if you’re not on YouTube already, don’t sleep on YouTube.
1:13:33 I think of YouTube as sort of like social posts for Google search because they rank
1:13:40 super high and they can actually go viral and I just feel like that’s what it is.
1:13:45 It is basically social posts for Google search and the web.
1:13:49 YouTube is such a powerful platform for building a relationship with your audience and it
1:13:52 lets you build momentum like no other place.
1:13:54 It’s basically like free ads.
1:13:57 You basically put out videos that are free ads.
1:14:01 Now it’s not to say that YouTube is easy because that’s certainly not true.
1:14:07 But once you crack the YouTube code, I just feel like the amount of brain awareness and
1:14:13 revenue and just the flywheel effect of YouTube is just so enormous.
1:14:19 Finally, if you’re shy or introverted and hesitant to put yourself out on a place like
1:14:22 YouTube, just start to practice.
1:14:23 Take out your phone.
1:14:28 Practice until you feel comfortable and take the time to drill down and become an expert
1:14:31 on whatever you’re talking about.
1:14:37 Nothing breeds confidence like just flat out knowing your stuff inside and out.
1:14:44 When somebody asks me about LinkedIn, podcasts, social media, marketing, entrepreneurship,
1:14:48 and because I feel confident, it attracts people to me.
1:14:50 People want to buy from me.
1:14:51 They want to learn from me.
1:14:52 They want to be around me.
1:14:59 It inspires them and it’s the confidence, but that’s really related to the competence.
1:15:04 Young and Profiters, be a nerd.
1:15:09 Go on the internet and look things up and watch videos and get into rabbit holes and
1:15:14 study your mentors and be around your mentors and intern for free and do everything that
1:15:23 you need to do to acquire information about specific lanes and be an expert in that lane.
1:15:27 That is going to get you out of being shy and introverted.
1:15:32 Like Russell says, he’s confident because he just knows so much about marketing, not
1:15:37 because he’s actually a really outgoing person.
1:15:40 Such a great thing to step back and think about.
1:15:43 Thanks for listening to this episode of Young and Profiting.
1:15:47 If you listened, learned, and profited from this conversation with the amazing Russell
1:15:51 Brunson, then please share this episode with your friends and family.
1:15:56 It would mean a lot to me if you helped spread this podcast by word of mouth.
1:16:01 If you love this podcast, let your friends and family know and write us a review about
1:16:02 it.
1:16:03 Tell me in a review.
1:16:05 Let me know that this is your favorite show.
1:16:10 Drop us a five-star review on Apple Podcast, Cast Box, wherever you listen to your podcast.
1:16:13 I love getting your reviews.
1:16:14 Marketing makes my day more.
1:16:17 I literally read my reviews every day.
1:16:22 If you prefer to watch your podcasts as videos, we’ve got you covered.
1:16:23 All of our videos are uploaded to YouTube.
1:16:27 I’m starting to do more in-person videos, which is really exciting.
1:16:33 If you want to find me online, you can find me on Instagram @yapwithhalla.
1:16:34 I’m also on LinkedIn.
1:16:35 You can search for my name.
1:16:36 It’s @hallataha.
1:16:40 Of course, I got to shout out my amazing production team.
1:16:45 Shout out to Hashim and Furkan for just doing an incredible job on the guest outreach side.
1:16:51 Thank you for flawlessly executing my in-person interviews, my batch interviews.
1:16:53 You guys are just doing an incredible job.
1:16:58 I also want to shout out Christina Corday, Shauna Greta for helping me with research.
1:17:01 You guys are just an awesome team, Maxie.
1:17:04 Of course, thank you for all of your audio editing, Paul for YouTube.
1:17:05 You guys are amazing.
1:17:07 Thank you so much for all your hard work.
1:17:12 This is your host, Hala Taha, aka the podcast princess, signing off.
1:17:16 [MUSIC PLAYING]
1:17:18 (upbeat music)
1:17:21 (upbeat music)
1:17:23 (upbeat music)
1:17:26 (upbeat music)
1:17:28 you