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

every ad will have a hook a story and then an offer if you can't be the lowest price leader in town There's No advantage of being the second lowest price leader but there is a huge strategic advantage of being the most expensive see people all the time like oh webinars are dead I was like they are not dead they are far from it so when people have a webinar is not working the reason why it usually doesn't work is because we would take a team of seven or eight of us about 90 days to build

a funnel in the past and so clickfunnels we built the software to speed up the process for me so I could build a funnel in a day versus is 3 months what kind of art goes into creating a good funnel the first part of the art is just young and profitter welcome back to the show and today I have the pleasure of interviewing one of my role models and new friends Russell Brunson Russell Brunson is the CEO and founder of clickfunnels he's one of the most famous internet marketers in the world and he's also the

host of the marketing Secret show as well as a bestselling author of many marketing books we are going to go deep on a number of things in today's episode we just had an hour together which was not enough time Russell promised me he would be coming back on at least once a year and today we got a chance to cover funnels we talked about webinars we went super deep on webinars how to create effective ones we also talked a lot about psychology and sales and he just dropped so many gems in this episode I can't

wait for you guys to hear it this was one of my favorite episodes of 2024 just because it was packed with so much value Russell really dropped so much knowledge about Marketing in sales I learned so much personally I can't wait for you guys to hear it without further delay here's my conversation with Russell Brunson Russell welcome to Young and profiting podcast I'm excited to be here thanks for having me I'm really excited too uh so Russa you are actually my big Pinch Me moment of the year I remember uh back in March I got

a website inquiry and it was from Russell Brunson and Russell Brunson was asking me hey I've heard a lot about you I'm interested in joining your network and I couldn't believe my eyes because I'm in marketing and I've always looked up to you and I've always known about Russell Brunson since I just you know was just starting out in marketing and so it was such an awesome moment to get a message from you asking to join my network I like literally couldn't believe my eyes well it's funny cuz like uh you know I obviously I've

had I've had a podcast for a long long time like over a decade I've been running podcasts just kind of on my own as a silo and I was talking to Jenna coocher who's a you know friend of both of ours and I've been watching her podcast blow up and all the things she's doing and she's like you just need to meet holla and so that was kind of the introduction and um started watching what you were doing for a while I usually like to observe before I jump in and so I was watching you're

doing for a long time and then uh yeah just got excited to come jump in and start working with you and um and it's been amazing so far so thank you for for having me and having these part of the network part thank you so much welcome to Yap media Network and shout out to Jenna Kutcher you know I always tell my listeners it's all about just doing good work and doing the best that you can and when you do that good things will just happen to you so shout out to Jenna and you for

joining the network okay so you are an online marketing Guru uh you're really famous for creating clickfunnels it's this software that helps people drive leads and sales you have hundreds of thousands of active users you got to $100 million in your first year and so I want to understand how did you first learn the power of online marketing and building funnels yeah I don't think a lot of people don't know is I've been playing this game for a long long long time before funnels before Facebook before in fact I remember um when I got started

I was in college and this is before Myspace even came out cuz I remember uh we were trying to do Marketing Online and all a sudden this new thing came out called Myspace and we were all freaking out cuz we were so excited this is going to be a new platform we could drive traffic from so I've been doing this game for a long time since I was in my early 20s I was in college and um and I was doing digital marketing before that again we were just trying to figure things out like it's

weird looking back now I'm like I don't even know how we got leads because we couldn't there was no social media we couldn't buy ads you know it was just a different game back then but that's kind of when I got started and I was trying to figure out how to start businesses online and uh Google was just coming out right then I remember Google paperclick ads like this new thing that we were all testing out and we were trying and and so that's kind of how I got started way back then and um you

know I did this for a DE deade as somebody who was just creating offers and launching them and putting them out there you know I had I had um an offer selling people teaching people how to make potato guns I partnered with somebody who was teaching couponing I partnered with somebody who was uh the world's fastest reader so we were creating these different courses and products way back then for 10 years before you know we started buying ads on Facebook and then that's about the time that we we built the the uh software platform click

THS was actually a decade ago we launched that and you know the last 10 years has been crazy as we've been now teaching people how to do that and giving them software to make it simple and um that's kind of I got started way back man 20 something 20 something years ago now yeah sounds like you were just like experimenting figuring out like you said your first offer was how to create a potato gun which I had to like Google like what a potato gun even was like I'm a city girl I had no idea

so I love that I love that you've just been experimenting and getting really awesome at your craft and I read or I heard I don't remember where I read it where I heard it but you basically were like hey like I'm not the best operator like I'm not the best operator of business my passion is the art the art of creating funnels and so I'd love to understand what kind of art goes into creating a good funnel yeah it's actually interesting I remember I had this conversation with Tony Robbins because Tony was similar Tony was

like I'm not an entrepreneur he's like my art is changing people's lives and I had to learn business to be able to do my art right to get people to actually show up I feel like for me it was similar like um you know funnels for me it's funny cuz I look at the whole world through funnels every time someone's got a problem I'm like there's always a funnel that'll solve almost any problem right but for me it's like um I love looking like when I when I'm online I probably do things different than most

people like I love going through social media specifically to see ads and then I'll see an ad I get so excited if it if it stops me my tracks I'm like oh and so I click on it I'm like this is amazing and then I will go and like literally every time I click on ad I take a picture of the ad first and then I go and I go to landing page I take I take a screenshot of the landing page and I go and I opt in I take a screenshot of the next

page and I have like thousands of funnels saved I go through every single page in the funnel because I want to see the process right because there's the first part of the art is just understanding the psychology if I'm taking somebody from a cold ad where am I taking them what's the first step what's the second step what's the third step right so that's kind of the first part is the structure kind of similar in my mind like the structure of a house right like here's the framework that we're taking somebody through but then on

every ad and every page there's always three things I look at like every ad will have a hook a story and then an offer and every landing page has a hook a story and an offer and then every sales page has a hook like those those elements are on every single page so I was look at that okay what's hook story offer this part of the funnel what's hook story offer this part you know and I look at those kind of things and then I like looking at you know how they tell their story and

how they're doing in a way that gets me excited to want to buy their product or to you how does it how does this story increase the perceived value of the thing they want me to buy and so for me like that's the art like I love studying it and looking at I look at everybody's funnels what everyone's doing and then I just learn from that and then from there when I'm building my own funnels you know I'm looking at here's all these these ideas here's all these things people are doing and I try to

bring the best of those things into my funnels and I always tell people who come into my world I'm like if you want to buy something from me like you like please buy it because I want you to buy the product right but more importantly I'm like buy things from me very very slowly because I'm like if you look at any page inside of any of the funnels like this is not me just throwing up something and hoping it works this is like me I will go look at like let's say I'm doing a a

book funnel or webinar funnel I will go through and look at 50 to 100 webinar funnels before I build my next webinar funnel every time and I'm studying and looking and pulling the best practices in so like when I'm building out my webinar funnel it's it's like the best art in the world like it's all the best practices you can dream of in every single page and so um yeah that that's the art for me so the rest of the business got built around that like I just wanted to build funnels you know initially like

it was it took us so long to build a funnel like we would take a team of like seven or eight of us about 90 days to build a funnel in the past and so clickfunnels we built the software to speed up the process for me so I could build a funnel in a day versus uh you know 3 months and then everything else kind of came on the back side of that and then teaching entrepreneurs the same thing and trying to show them like here's the best practice like you want to build a bookfunnel

this is what it looks like you want to build a webinar funnel this is what the best ones look like and um that's kind of been our calling for the last decade is just try to shortcut people so they don't have to geek out as much as I do and look at every funnel but we can give them like templates and things like this is the best practices in a simple way for you to to model I love that and I can I can just hear all the passion in your voice and I teach marketing

too and something that I always tell my students is like it's all about the Nuance right it's like these little tiny tweaks that get people to make the decisions that you want them to make so can you talk about subtle nuances that people can do within their funnels that can make or break their funnels yeah so first off it comes back to what I mentioned earlier so there's always three things in every page of a funnel so hook a story they offer and I always tell people like if you to hire me uh I do

console days for 100 grand a day and people fly out here and like I always tell like the only thing I'm going to do is I'm going to look at every page in the funnel and it's either going to be a hook a story or they off like one of those things is is always off right so good example I have someone that's in my inner circle and they had a webinar that was um teaching people how to like make money with local reviews or something like that right and they had this webinar and they

had a webinar that was really good the landing page regist everything was there right but it was costing them I think on average it cost them like $25 per lead to get someone to register for a webinar and then from that it was like I think they're like 12% of people who registered actually showed up so it's costing like $150 for every person to show up on this webinar and and then the webinar was actually converted really good like they're teaching the process they sold a really good offer and they did really really well but

it was just the conversions were bad and so they wanted me to help them rebuild the entire funnel and the webinar and everything and I was like I don't think it's that big I think you're just missing one thing I said when I look at the registration page they're headlining was something like learn how to um make money with helping local businesses with local reviews I was like the problem with that is there's no curiosity when I see that I'm like oh this is a webinar teach people how to make you know te they're going

to teach me how to make money with local reviews and if you think you know the answer already then first off you're not going to register and if you do register you may or may not show up but you're like I think I know this is I'll register and if I you know if I'm bored maybe I'll show up right and so all we did is we took that was like let's just change the hook and make it more like let's make more curiosity in the hook and so we changed it from how to make

money teaching people how to do local reviews or whatever to like um something like this is the loophole we found to help uh make extra money uh helping local businesses and this is not and we talked about all the things it wasn't this is not doing Facebook ads this is not doing Instagram this whatever all the things that people might think it was talk about what it was not and said register to find out exactly what this new thing is and then we'll show you how to use it inside your business so we just made

it more curiosity based that's all we changed on the registration page and it went from like $25 per registrant to now I started getting registers at $5 a piece so it dropped the cost down to one5 and then because people didn't know what it was unless they showed up the red their show up rate went from like 12% to like 26% wow and so between those two things all sudden the the metrics of the business change and this funnel went on to make them millions of dollars just by changing a hook on a page right

so that's how like you talking about it's just like simple psychology that like these little tiny tweaks the little tiny changes have huge impact across the funnel right and so for me like that's what I'm always looking for that's why I look at so many people's funnels just to get ideas of like oh look how they did that look how they did this and the more I see people buying ads like the tail hell sign of like people always ask me how do you know if funnel is working like if the company is spending a

lot of money on ads and you keep seeing it over and over and over again they probably are doing something right and so I'll click on it I'll go look at like oh look how they did that look how they framed that look how they made this offer look what you know and we're just looking at those little things and they'll come back and test them on our pages and like I said a little tweak like that can dramatically change the metrics of a business so um it's like searching for Berry treasure and then applying

it back to your business which is so much fun yeah you're making me feel inspired like I should go look at every related business and see how they do their funnels and what's working and what's not working so you said you have this superpower where you can take any product any service and then you can determine how it should best be sold online like what the funnel should look like what the messaging the script should look like what the sales process should be so I thought we could do a little quick game where I tell

you since you said it's just super for power I'll tell you a business idea and you tell me what do you how do you think it should be sold what do you think the funnel should look like what do you think some of the messaging should be and stuff like that and it could be super quick and high level are you good for this yeah that'd be fun go all right number one is a high ticket social media agency with retainer Services how would you build yeah what's typical price point on that let's say it

is $5,000 a month okay very cool and traditionally when you sell that do you get somebody on the phone to sell that or do you try to sell off a page or what what do how does it normally work in your world in my world because I have a social agency so I'll just I'll just answer for myself usually it's a discovery call um and it's most my business is unique it's mostly referrals uh because I have so much Social proof so the leads come to me but for the average person I'd say they're like

posting on social media maybe retargeting with a DM and then having a discovery call gotcha cool so my my experience with something like that where it's for me if it's if the price points like under $2,000 for most people we can sell that off of a webinar no clothes no phone call needed right when you get to $5,000 especially $5,000 with like recurring 100% I agree that you need to get someone on a on a call right strategy call Discover Rec call things like that so knowing that's the end goal right so the end goal

is to create a strategy call now what I'm looking for is like okay how do I make it so by the time they get to the strategy call they're already pre-sold and when they're jumping on the strategy call it's not me trying to sell them it's them trying to sell me on why I should accept them right that's those are the positioning things I'm trying to do so my very first thing I would do is I would probably create the landing page would be like a case study like let me show you a free case

study about how we were able to and then find like one or two or three of your clients that you've done really really cool things for I'd build a case study around that right so the first page is like give us your email address I'm going show you a free case today about how I took uh Jenna coocher Russell Brunson and so and so and we 3x their views and made them each 100 Grand a month in advertising cost uh by making these three little simple tweaks to their campaign or to their their podcast right

something like that because that would be intriguing for me in fact the way you sold me by the way as you probably know is you showed me a quick video like here's the three things I would change on how you're doing things to increase and then I saw three things I was like this makes 100% s 100% sense let me give her my money right away right I'd be a a case study like that and then I would just oh hey I you know I started working with J so sorry that's page one page two

then is there be a video headline the video be like uh free case St reveals how to blah blah blah and I'd have the video Down Below had them watch the video and I would show the case studies of of Russell of Jenna of someone else right here's what we did here's the tweaks we made they're very simple very easy and then underneath that then I'd have a a link to where they can apply for a discovery call um and I would make it very exclusive in fact I would probably charge for the discovery call

it's been like hey you know obviously we work with clients of this caliber if you're interested in working with us basically the way it works is you put $100 down uh deposit this is refundable if we don't work with you if we do work with you it applies towards the first month but that way you have some kind of gate there that way you don't get a million people applying and that would set up the discovery call so now you got a really cool funnel and now you can go out there and the advertising would

be basically like hey um do you want to see a free case study about how I got Jenna Russell and so and so this result if so check out the page and send to the page now you go to podcast or different interviews it's really simple again the call to action be like hey if you want me to show you exactly how I did this I have a free case study over it Russell free study.com go check it out and then from there you can push people from social from podcast interviews from everything into this

funnel that then gets people pre-qualified to give you money for your AG this is so good I feel like so many of my listeners are going to find so much value at this because you could do this with any basically Professional Service that's a retainer offering so it's really really smart one more thing to drill down on this is why do you want to make it so exclusive like tell us about how that kind of switches the power dynamic or what are you trying to do by making it it seem like they've got to apply

to you not that you need them as a customer yeah two things number one is it makes easier easier for you operationally my first business I built I was outbound calling every lead that came in we were trying to sell them and it was expensive I had 60 full-time sales people I had to get a huge office we had all his expenses because we were chasing people uh and most people aren't qualified most people have no idea why we're calling it was just it was Nightmare we made money but it was it was such a

grind it was so expensive and anyway uh eventually we let go all 60 sales people we built a funnel very similar what I'm talking about right now I had two salese and I was like okay I cannot they can't go outbound call people so said let's get people to raise their hands and so we shifted it so it gave us the ability to go from 60 sales people to just two and get pretty similar volume on how much money we were making which was fantastic without the cost and stuff but number two is um the

the principle we call the takeaway sell right and if you think about this the the psychology behind this like when when someone's chasing you trying to sell you something like they feel like this pushy annoying salesperson right instead what I wanted I want to create desire in something right but then take it away so it's like hey I have this amazing thing but I take it away for example I have an inner circle my high-end coaching program is inner circle with 100 only 100 people can be in there right and before I I CED 100

people I had it where it was like anybody who we could sign up with sment so we're going that and it took us three or four years to get we had about 35 people in that group paying every single year and I was like I want to get this bigger I remember I decided I was like I'm going to cap it 100 people and I'm going to cap it out in my mind I was like that's I'm so far from 100 people this will never actually happened right it took me 3 years to get 30

people 35 people to say yes but I switched it I said okay this is exclusive there's only 100 people when the seats are gone they're gone and I put it out there I remember emailing my list I said hey you guys have seen me talk about inter circle you've seen the success stories coming out of it we're only going to have 100 people and when it caps out it's sold out I put that messaging out there and I made them apply like let me know why you're good fit because we only have 100 seats and

when they're you know we got to make sure the right people are in here and it was crazy cuz people started submitting these applications they would call us on the phone I had people sending me gifts in my home I don't know how I got my home address it was kind of creepy like begging me like let me be one of the people it was crazy and in like 3 months we sold out all the to the 100 spots and it was crazy and then there's a waiting list and I was like it just shifts

the shifts the psychology right right I'm not chasing them begging them to sell I'm putting in something where it's like they have to apply to be part of it and so that's been the the biggest thing for us is is creating a takeaway Sal situation where you're taking something away from people because you know I look at my kid I got five kids it's the same way if I'm like hey I need you to do s kids they don't want to do it but if I can position differ where it's like hey only one of

you guys get to do this but this is why it's so exciting then my kids are fighting over doing the chore because they want the you know they want to be the one to get the the benefit from it so it's all about creating desire and then taking it away and then that gets people to start coming to you this was like a marketing Psychology 101 class Buy Low sell High Buy Low sell high it's a simple concept but not necessarily an easy concept right now High interest rates have crushed the real estate market prices

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so like a recurring software continuity yes like signing up for clickfunnels for example yeah okay so for clickfunnels if you look at the way you know we've been running this for 10 years and there's two core funnels that I use so one of them is a trial funnel someone comes up they get a free 14 day trial to test it out and I love that one because it gives people no risk to come in and try it out they get on a month they get try for a month and or sorry 14 days and then

it starts billing them afterwards the problem with that is it's really hard to spend a lot of money on ads that way right cuz it might cost me $100 to get somebody to take a free trial and then you know for most people like can't grow a business that way you know you have to wait two or three months for them to for you to get your money back and it it can be really stressful if you don't have a lot of money to be able to do that right so then the second funnel I

use is a webinar funnel and in during the webinar what I do is I sell $1,000 I sell basically year access to the software for $1,000 so smart right so what happens that when somebody reg so I'll promote my webinar they register for the webinar on the thank you page after they register for the webinar before the webinar starts I tell people hey the webinar is about to start um but I want you to get a free trial to our software so you can play with it before the webinar starts that way when you show

up the webinar and I'm teaching you about you know exactly how to use it so they register for the free webinar right they're offered they're offered a trial a 14-day trial on the thank you page then the webinar happens and during the webinar I'm teaching them how to use funnels I explain everything and then I make them a special offer where where they can get um a year for you know it would normally be $1,200 a year they can get $1,200 basically two months for free right so they get a really special offer and I

added a bunch of other bonuses there we sld for $1,000 and that way when people buy the ,000 offer it covers my ad spend and that way I can spend money and then but with that people start joining the trial so a good example the very first year clickfunnels this is how that was our Playbook and um after year was was kind of crazy is we had we had um 2500 people who had signed up for the ,000 offer right which is basically $2.5 million collected but that money we collected that wasn't like our profit

we took that money and we put that money back in ads that's how we started growing the company right but from the 2500 people that gave us the $1,000 7500 people had signed up for the trials and actually stuck and so you look at 7,500 people times $97 a month like that was the business that was that was where we made our money does that make sense yeah totally makes sense and so those two funnels together is how we grew clickfunnels and I everyone who comes to me like how's the software comeing how do we

grow how do I grow my software like this is the blueprint how we did it it worked insanely well so that's kind of how I would definitely do it yeah I'm going to make sure that we spend a bunch of time on webinars I also have been doing webinars a lot I love them so much so I want to pick your brain on that okay the last one this is a local brick and mortar Car Wash okay interesting the local ones are always fun because not a lot of people do funnels in the markets so

anyone who comes in with a local market usually crushes in fact one of my friends is a dentist and she created an Invisalign funnel and she blew up her practice like completely filled it up in like a couple weeks and then she licensed that funnel to all these other dentists and they've all blown up their practices so if you can figure out local funnels it's really good okay so a local car wash I'm trying to think the first question I would ask is like what are without doing the research like what are offers that car

washers have used in the past through direct mail or TV or radio to get people in I'm assuming it's probably some kind of like free wash or free I actually dated somebody who owned a car wash funny enough for like two weeks and he told me that his big thing was that getting people to become members to subscribe to the car wash oh very cool okay so they sign for membership and they get I think I know my wife's on a car wash membership where she pays I don't know 30 bucks a month 30 bucks

a month for a car wash yeah very cool okay so what I would do is I would try to first off I try to create some kind of offer right because memberships are typically hard to sell by themselves I'm okay what else can I package together to make a really irresistible offer right so for me it's I would look at especially the car was I'm thinking the car wash here in our neighborhoods right over here and there's like there's a couple restaurants around there's uh hair cutting plate three or four really cool things right in

the vicinity so I would go to those different businesses like hey um I'm going to bring people to Car Wash people come to Car Wash they going to need their haircuts they're going to need fast food they're going to need and I'm like can I create something where I get a free a free haircut from you a free lunch from you a free you know pick three or four things and they make an offer right and so then that would be the offer the offer would be something like hey when you come in and join

the car wash membership club you're going get your first wash for free plus you're going to get free food at Taco Bell a free haircut free cookies at uh so delicious I I think things are out there and that's going to be the offer when you come in so I make that offer then I'd create I'd create a funnel and I would probably make it to look similar to um do you remember Groupon and living social I'd make the page look similar to that cuz people locally are used to the Styles like that I have

the offer like hey when you come in for you join the free car wash you get this here's the other things you get and I make the page look very similar to that and then I would just go Target Facebook ads to people within like I don't know 10 m radius of the car wash and I would blanket it so that every time any of those people opened Facebook or Instagram all they saw was my offer for the free car wash with the other bonuses and I would drive all the traffic to that page what's

the importance of adding those bonuses what does that do psychologically to people yeah it's always um so I always talk about there's like there's two ways to be the cheapest person in town right and this is where people mix it up they always think like okay especially people who don't understand psychology and marketing they always want to be the lowest price leader right so there's like there's two car washers competing one guy's like I'll do it for $10 next guy I'll do it for nine I'll do it for eight and they try to compete by

Price till eventually they cut all their margins away right and my mentor uh is a guy named Dan Kennedy and Dan Kennedy told me one time he said he said if you can't be the lowest price leader in town There's no iic advantage of being the second lowest price leader right so like if you want to be if you can be Walmart cool but if you're like I'm a little more expensive than Walmart but I'm also Che there's no Advantage there right but being the most expensive in town there is a huge strategic advantage of

being the most expensive so I never try to to increase my value by lowering the cost I try to increase my value by adding value on top of things right and then it seems cheaper seems less expensive so now by by making this offer it's like I'm still paying $10 for car wash the other guy's paying but I also get free lunch free haircut free all these other things and all of a sudden like it seems cheaper even though it's the same price or I can make it a premium where it's more expensive but it

still seems cheaper because I'm getting these other things this other value out on top of it so anytime I create any kind of offer my number one thing is like how do I increase the perceived value of this so that it seems cheaper without having to cut any price and when you do that then that's what makes marketing fun well people like in fact we've done this with chiropractors where people will drive past five different chiropractors in town to get to the sixth chiropractor because his offer seems Seems cheaper even though it costs more a

lot of times because the value that they wrapped on top of that um and a lot of times the value doesn't cost you any extra money right it doesn't cost these other companies money to give you the coupons for their things it just gives them a new customer in the door so it's a huge value out for them as well and um yeah that's why so good I love that advice so a lot of my listeners are entrepreneurs so that just helped them a lot of them are aspiring entrepreneurs and I always say you know

the easiest way to become an entrepreneur is to just do something that you're good at sell a service that you're good at I was good at social media I started a social agency I was good at getting sponsors I started a podcast Network it's the easiest thing to do um so how can you know when you're ready and that you're a true expert at what you do and you can start selling your expertise first off I 100% agree I think anybody when they're first getting started like picking a service that you or a thing that

you can do um and becoming really good like that's the easiest way to get started then eventually it turns into businesses and services and courses or whatever it else um but I think the biggest part is most people I don't know I have a very um obsessive compulsive personality like when I get excited about something like I go deep and I get I geek out really really deep right so it helps me to get leverage over other people because I I go deep on these topics So for anybody doing this like I would say okay

if you want to be in the business world again you as you know there's so many different Services people need like we need funnel Builders we need designers we people drive traffic we need people do social media we need people to do video editing people to do like there's so many different pieces of the puzzle that make any kind of business work so first off it's looking at all those kind of things and then figuring out what you actually like to do so I'd recommend even for a lot of people if you don't know yet

like go find an entrepreneur you look up to and go volunteer go work for them for free go move to their city like I'm going to work for you like let me figure out and just try a bunch of things till you find something that you actually have interest in or passion right I mean I have people on my team that full-time all they do for living now is write emails because they came into our world and they're like I really like the email thing they became obsessed with that and they started studying emails they

got and like some of these guys make six plus figures a year writing emails right and it's like that seems so dumb like how hard is it to write emails right but because that person got so good at and they love they came obsessed with it that's what their thing is right for you sponsorships like you great that or social media or um writing captions on on Facebook post like there's so many little pieces and if you become excellent or something a lot of people that are okay a lot of people that can do the

work but when you find someone who can become amazing at the thing and specialize in it that's worth a lot of value right so figure out that figure out the lane you want to go and then become obsessed with it is number one then from there it's like doing it for a client for the entrepreneur until you can prove a result there it's like okay now I've got a result there now let me do it now me shift from like a you know this is my full-time job thing to like let me start an agency

I can do it for five entrepreneurs or 10 entrepreneurs right and then you know from there if you get really good you can make a course and it kind of BL blossoms into all the other things you could do with your with your skill and your expertise so I learned something new about you when I was studying for you for this interview you said that outside of you know the business world I guess you feel more shy and reserved but here you are on camera you're so energetic you're so like outgoing for those aspiring entrepreneurs

out there who feel like they're shy and nowadays you need a personal brand honestly like it it's you don't need one but it will turbocharge your success if you have a personal brand can you speak to them and give them some inspiration in terms of they can do this too yeah for sure um in fact it's funny because people never believe me till they see me in my real life that I'm very introverted in fact I go to church and no one my word no one goes to church and even knows who I am what

I do cuz I'm just kind of like hanging out out inside you know I remember I did a podcast episode one time on this I said I feel like I'm an introvert in extroverts calling right I see these extroverts who feel so comfortable they go out there to talking everyone and all stuff and like I can't do that like I see that and I'm like I'm always envious of like I wish I had that skill set I could walk into a crowd and just talk um but for some reason I wasn't blessed with that but

then I started like understanding myself right cuz again I'm very nervous when I when I see someone one-on-one I'm having this conversation but when I can prepare for something and I get on stage like I feel very comfortable in front of 100 or a thousand or 10,000 people feels less stressful to me than one-on-one conversation in the hallway like I'd rather die than do that it scares me so bad I don't know why or phone calls like my number one favorite in this world is phone calls like I hate when the phone rings like I

only answer for my wife and nobody else like it just there's I get anxiety um but I realized it's it's actually really fascinating if you look at um most really good entertainers actors people who are on stage uh entrepreneurs who are on stage a lot most of them are introverted and when I started learning about introverts is we like to create things privately and then present them publicly versus extroverts come and they they're processing live in in real time and stuff like that and so what I found is that introverts actually do really do better

A lot of times in these in these roles in being social media being the face of a brand because we have to go and at least for me like I have to prepare a lot behind the scenes get my thoughts get things figured out and I come in and I can present things in a way that's simpler that's clear whereas extroverts a lot of times they jump in nothing against extroverts like again I wish I had more of that in me but extroverts can they process externally so they're talking they're like figuring things out on

the Fly which is amazing but also like a lot of times the the things they're teaching may not be as clear the very first time because they're not like you know thought through so for introverts just understand like you don't have to be an extrovert you don't have to just like go live anytime you want you can sit back and think through your Frameworks and figure things out and like prepare things ahead of times and then present them publicly but yeah if you think of look at most really good actors or actresses like most of

them are very introverted but they can perform because they prepared over here and they perform externally so I don't know hopefully that gives some hope uh because yeah like you came to one of our events and I had a chance to talk to you probably like man Russell is so weird and awkward like nervous I was the nervous one I was like kept the conversation Jo because I was just too nervous I was like okay well yeah I think it's part of and like what's fun about this too is like most Social Media stuff like

you can record on your phone and then and then post it later it doesn't have to be like that scary interaction of like I'm live and eventually get more comfortable like for me again I got started 20 years ago so this is before we had webinars but back then we had Tel seminars so I cut my teeth learning how to speak on a t so those are tell seminar you you would dial a phone number and ID had an admin number and I would invite people to this call I push it and I pick up

the phone I had no idea if there was one person listening or 100 I just hoped so I get in there and then I had to talk for an hour just to myself I remember feeling so weird and so I had to pretend like the people were there I would talk to myself and then I only know if people were on the call if somebody bought something later I'm like oh somebody bought something that means somebody must have actually showed up but we didn't know back then right later that go to webinar came out and

then zoom and you could see people were there but that's how I had to learned so I was just practicing talking on a phone by myself hoping that someone was there you guys nowadays we have the chance to like practice on your phone and practice till you feel comfortable you you could try 10 times then post the one that that you're actually proud of at the end of the day so yeah and to your point when you get obsessed with something and you're so good at at something really specific like a part of a marketing

process like writing emails now you're you're you're confident because Ed mlet told me confidence breeds confidence right so it's like now suddenly you can talk and you're energetic about it because you know you know more than 99% of people about this one specific thing yeah for sure it's like it's your baby and that's what's fun too is like you start seeing nuances inside of your art that's different than other people and you start sharing that and people like oh my gosh that's so cool and then yeah the confidence breeds more confidence cuz you're like I

shared something people were fre the funnels I always thought everybody for a long time I assumed that everybody was looking at the world the way I was and I remember the very first time I started talking about funnels and showing people what was working and people were like this is the coolest thing ever I was like don't you guys all see this like a lot of times it's hard cuz our superpower because it's common to us we don't realize that it's the superpower until you share it with somebody else right and I think that's one

of the hard things too is just like we underestimate like our own value because it's like oh it's just this is what I do of course can you guys all see this it's like no we can't and you sharing that is what lights up the world for other people it's pretty cool okay so I want to talk about offer development I want to talk about finding your target market and things like that uh starting with niches what's your guidance on niches how can we make sure it's not too much competition but still has enough people

uh and it's not like finding any needle on a hay stack when we're looking for our customers yeah for sure it's funny CU there's there's always this you know I always getting these arguments with people because especially they start new people like I want to be able to Target everybody so they create these big offers are so big and I'm like the problem is like eventually you want to be broad market right that's what you can scale but when you get broad Market you're competing against people like me who can spend multiple million dollars a

month in ads right so if you're trying to compete you're trying to get access to all entrepreneurs like that's going to be really really hard for you because again you're you're dealing with people you're fighting against people like me who have huge budgets right and so if you want to beat me it's like you can't beat this huge thing you have to start like niching down and niching down and niching down until you find your sweet spot but if you get too small you're right like there's no you know if he gets too small but

for most people you can get a lot smaller than you think you can right um I look at just even me and you and obviously you got a lot of facets of your business but if you look at like entrepreneurship and then from there it's like in my mind I like it's content creation traffic generation then there it's like podcast and then it's like the way you do podcast like it's it's four or five levels deep from like just pure entrepreneurship right to find your sweet spot where you're dominating you're having so much success right

even me it's like even though I'm targeting all entrepreneurs but my message is not that I'm going down all entrepreneurs who want to make money online who are trying to sell stuff online who want to do it on a website who want to do it through a sales funnel like it ends up being even smaller Market in there and inside sales funnels there's markets of like how to write copy inside sales funnels how to do email like it keeps getting smaller and smaller but what's nice about is is the smaller you can get the easier

it is to actually find the people you were trying to to Target right it's and it's Le the it's less expensive like right now if I tried to buy a Super Bowl ad the reason why I would never do that is because the superl L is going to be seen by who knows a m you know I don't know 25 million 100 million people are going to see it but of that 25 million people there's only maybe 20,000 that would want a funnel right and so if I do that I'm wasting all that money on

eyeballs same thing for most of us where if I know I'm going after Christian entrepreneurs who uh or female Christian entrepreneurs um who are mothers like also now it's very very targeted and I can I can buy ads that just hit that Target and now I'm not wasting all this money on all the rest of the people right and then over time and this I'm giving this Comfort to those who are like but I want to change the world it's like cool you you'll be able to but you start nich and then you can start

moving and getting broader and broader over time uh when you can start reinvesting more money and you get more assets and things like that you can start going bigger right that's why I'm able to now go where I'm targeting you know most of the world with my message now it's because we spent so much money mastering people who want to build funnels then people who want to be experts then people who want to drive traffic and then we kind of started going up from there but it it gave me time to to build a foundation

so yeah yeah that makes total sense so basically you're saying Niche down a bit so that you can Target the exact person make some money and then the more money that you have the more that you can compete with people who are going after these broader niches so can you give us like an example of like what a good Target sub Niche I guess is like some examples to put it into practice yeah for sure and one thing I would I would share people just to Think Through is like I always think about this like

who is your subish who's the person like I would phrase like who's the dream customer that you want to serve right and typically for most people your dream customer is you five years ago right especially if you're coming as an influencer showing your face and the brand the person that's going to be attracted to you is the person that you were 5 years ago so that's what I'm looking at specifically so for me if I look back five years ago in my business or 10 years ago whenever it was that I was trying to learn

this stuff right I'm trying to think like who was I like I was the person like so for example if I was to start over my business right now and I go back 10 years ago before I launched clickfun like who would I Target initially well who was I 10 years ago um I was an athlete like a retired student athlete right so I had success I was an athlete who wanted to be an entrepreneur right um I was married had young kids and so I'd be like hey I want to Target athletes who are

entrepreneurial who have young families who are trying to figure out how to support those families with their Entre entrepreneur dream but also at the same time trying to change the world and trying to share the message like that's who I would try to Target and these are probably male athletes cuz that's I'm a male right so that's where I would start at one of my friends Annie Grace she is in the alcohol addiction market and you know for her it's like well who was she and she was like she was in Corporate America she was

someone who was uh drinking because it was socially part of like her job description she was flying around the world she was expected to be at these parties and be drinking and she got an alcohol addiction because of that right and she struggled and then she over time figured out how to break this alcohol addiction and anyway she's she's brilliant if anyone's got issues with that study antiracist stuff she's amazing but what's fascinating about that is um when she launched her message initially who was she targeting she was targeting people who are in corporate world

who uh who travel who are struggling alcohol addiction like she was targeting her 5 years earlier right exact demographic and profile because she could speak to that so well right and that became who she launched her book to she launched her movement she got those people and then over time she's able to like get case studies of people who came into a world who maybe they weren't corporate but someone had referred them and that was a mom who struggled or or a husband who struggled or something and then she's able to take those case studies

from these people and then launch into markets where it wasn't her story but it was their story and like start getting those markets and bring him in now she's you know as you know she's changing the world bringing in tons of people from around the world but it all started with her niching down to basically exactly who she was 5 years earlier and targeting those people first because she can speak to them perfectly this is actually such a great example so she was targeting alcoholics and she's one of she's in our Network now so I

know a bit about her now she's just doing Breaking Bad Habits so it went from alcohol to now she wants to just be the person that helps people break all addictions right so what what a great example of like a niche and now she gets to BR it out because she's more successful she has more credibility more money to spend on putting her out there young impr profits you know me I love a great deal just as much as the next person but I'm not going to cut coupons or collect Loyalty cards just to save

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when we're creating our offers for sure um so I mentioned earlier my my mentor Dan Kennedy um he taught me something back man 15 20 years ago when I first got started and I never heard people talk about cuz in the business World in fact I remember in college in classes they taught like okay all you got to do is find find someone's product that you build a better mouse trap and what he said was really fascinating he said if you look at the history and the evolution of offers throughout time right said back you

know 200 years ago there were not tons of entrepreneurs doing stuff because it it just wasn't possible Right the businesses that built stuff they were like the big you know Sears and like all these you know Carnegie and all these like bigand that made stuff right and so the first wave of entrepreneurs what they would do is they would take something that somebody was selling and then what they would do the way entrepreneurs popped out were like entrepreneurs would repair stuff right so the refrigerator broke the washing machine broke the sofa broke and the entrepreneurs

were the ones who like who they did repair they would fix the things that the big corporate conglomerates were were building right that was the first phase and then as as as uh the market started shifting people started getting you know it was easier to start businesses then the next phase was this is where people start building a better mouse trap like oh you bought a fridge from Sears I can give you one that's better Dan Kenny calls these Improvement offers so anytime you hear the word er in in a thing that's an improvement offer

something's better faster stronger uh cheaper like there's an ER it's an improvement offer you're taking something that's already there and you're trying to make a better version of it okay and you can do that like you can make money by making something that's an improvement but the problem with by with Improvement is especially if you're selling like information products and things like that like if someone just tried the ketogenic diet and they failed at it and you come in you're like hey I've got a better way to do the ketogenic diet they're like I just

failed at it they look at that it's like this is a better way to fail like that's how like our our subconscious mind looks at things like that and so you're coming in you're trying to show somebody here's a better way to do something by default it just it makes it harder to sell something so the third phase so goes from repair to Improvement to what Dan Kenny calls a new opportunity and so new opportunity is basically looking at something saying look I know you've tried this in the past and you failed and it's not

your fault it's because of the system you were using was broken I have something that's a new opportunity that's different that's not a better way to do that it's a different way to do that I think about like some of the great inventions of all time like Steve Jobs when you know his prolific you know him on on stage this is when music was out the people had CDs and stuff and and he could have came out and said hey guys I figured out a better way to do CDs Now your CDs don't hold 10

songs it holds 100 songs but he didn't that he stood there in front of in front of entire world said look this is how you you carried your music past CDs but we're getting rid of CDs I'm throwing them out the door this is a broken system and I have a new opportunity and boom he pulls out the iPod a thousand songs in your pocket it wasn't a better way to CDs it was a new opportunity a new thing and that it's like you know boom takes off same thing with the phone when he came

out with the with the iPhone was like here's a better way to do a phone he's like the phone is broken here's the new opportunity right when we when we launched clickfunnels the same thing like there were a lot of website building platforms at the time there were platforms that email marketing there platforms that crms and if I were came say hey I have a better CRM I have a better thing like now we're fighting on features and stuff instead like no no we have something that's completely different than you guys ever thought about we

have a platform that builds this new thing called funnels and like it's a new opportunity which is why I think it took off 10 years ago as fast as it did because we introduced a new opportunity so it's looking at how to position what you're selling differently not as this is the better in fact every time I watch an entrepreneur try to pitch their product I'm I'm critiquing them if they say the word better or stronger or the E like like you're positioning it wrong the offer can be and this is the position is that

where the ER comes from that you were saying that's an ER offer I didn't get that got it so it's like anything yeah it's kind of like this only it's better it's like no no don't say it's better it's saying that's that's broken the way you do that was not working here's the new opportunity right and it's how you position everything so yeah anyway that's that's what a new opportunity is and if you can figure out how to position your offer as a new opportunity and not an improvement uh it'll Skyrocket yourselves because it it

takes the stress off of the person's back and shows them it wasn't their fault that they failed this way we're not trying to make a better failure we're giving them this new opportunity okay so related to New Opportunities why is status and leveraging Status really important to do a good job with that yeah um it's fascinating in fact most I bet most listeners will argue with me on this or they won't believe it's true for themselves but um I promise you it is everything we do or we don't do in life is because it's all

has to status like if you do something it's either going to increase your status or it's going to decrease your status so we do things because we hope it's going to increase our status or we don't do things cuz we're fear that it's going to decrease our status so for example somebody sees a nice car like I want to buy I want to buy a Ferrari and the reason why I want to buy the Ferrari is cu if I buy this thing it will increase my status my people around me will think that I'm that

I'm better so like that's what drives us to want to buy something right if I'm going to buy a course from somebody there's two there's two weird things right if I buy something from you I'm taking money out of my bank account and giving it to you so by so what happens immediately is my my status is decreased I'm losing money but I have a hope that by giving you this money it's going to increase my status by the the result you're giving me right and so they're always waiting like ah if I give you

this it's going to decrease my status temporarily but by doing so I will learn I'll figure out do this thing which will increase my status therefore I'm willing to take that risk so whenever I share this people I always laugh cuz they're like well I'm not that way like I don't do things based on my status and I actually had this conversation with my wife and I was writing expert Secrets I had a whole chapter on status and I asked her I was reading this to her and she was like she's like Russ you don't

understand I don't I don't look at it that same way I'm like what do you mean she's like I would never buy a Ferrari I would never do I'm like why not and she's like if I had a Ferrari she's like my friends would make fun of me oh the Mom showing up at the pickup line picking the kids in the Ferrari and I was like okay like I kind of stopped I said so by you buying a Ferrari for you it would have actually been a decrease in status CU you're friends and people with

the pickup line would made fun of you right she's like oh I was like yes all the choices we're making is based on this weird thing of like if I do this is going to increase my status or decrease my status and so when I'm selling something or I'm making an offer to somebody I'm always thinking about that like by them giving me money it's going to decrease their status but I have to help them see the vision of like over time this will actually increase their stats if they buy this thing and Status could

be they're going to make more money they're going to lose more weight whatever that thing is they're trying to get right and if they believe that the increase in the status will offset the decrease by paying you then they're more likely to buy the thing right and the same thing true now when you come back to like the new opportunity versus uh an improvement offer an improvement offer by default if I'm going to try another keto diet that I failed on three times but you got a better one like like is the status decrease versus

like hey that thing in the past that you tried that that that failed that was not your fault right I'm increasing their status like that was not your fault like what they sold you was incorrect like it wasn't good thing but this is the new opportunity it's like oh my gosh this is something that's going to increase my status it's not going to be like another failure another thing I tried in the past right it shifts it for so status is an interesting one that's hard for a lot of people to believe it dictates your

choices but 100% it is from everything I think about like the people we date the people we marry the the clothes we wear all these things have to do with how we perceive it's going to increase or decrease our status kind of fascinating it is so fascinating and knowing that it can help you know determine your marketing messaging and how you position stuff okay one one more question and then I want to stick on webinars because I know we don't have a lot of time and I definitely want to talk about webinars and this is

Insider information because I've been trying to get you to do ads on YouTube and you won't let me and you're obsessed with in your YouTube channel so talk to us about why you are so focused on YouTube what have you been learning this year cuz your YouTube has like 300,000 some followers you're doing like really well so just quickly what have you been learning why are you so bullish on YouTube yeah I don't feel like we've cracked the code on YouTube yet um and so we're trying like we're very particular trying to figure it out

and trying to master it I think the big reason why is you know every other advertising platform you think about this like we create content and then it disappears in the feed right we put for the effort and disappears and for me I don't know about you but like Roi is one of my highest values my highest driver like what's the ROI of me do if I'm going to spend an hour recording this video or this thing like what's the longterm Roi and most things again it goes in the feed and it disappears it goes

in the you know and disappears YouTube's the only one where you post the video and over time it actually grows like I have videos I did five or six years ago that still get thousands of views every single month from something I did five years ago right and so for me like that's a big part of it and the second part is I feel like YouTube is becoming I don't know I I love all the pl I I I'm careful tip toeing around this I love all the platforms I love podcasting I love Instagram I

love everything but um I look at YouTube right now as I think one of the best spots to put long form content YouTube the same way like our best buyers come from or podcast our best buyers come from podcast because there someone spending an hour with you in their ears hearing you talk like it builds a different relationship than a short form real or Instagram you know uh YouTube's the same way someone spends an hour with you or 45 minutes on a video it builds such a better connection and um people who will spend an

hour with you on video are more likely to invest to come to your events to buy your other things and so what we're seeing right now is the people who are coming from YouTube uh are YouTube and actually honestly long form podcast like the two long form uh styles of content those are the people um that become the best buyers for over time now YouTube algorithm is Goofy though so we're we're really focusing on trying to create videos in a way where our personal goal internally here within next year I want to make it where

every video I put out gets 100,000 views we're not there yet we every once in a while that pops off and gets it but YouTube like you have to understand the algorithm the content how to get people to how to pull people through and like it's it's a lot more um a lot more nuanced to get a video to get to 100,000 views consistently than like for example our podcast our podcast we have our followers we post the podcast people listen to it and for us it's growing the following and then it it kind of

works whereas YouTube it's it's definitely it's more finicky because the algorithm uh demands something very very specific and um and it's also momentum so if one video hits the next video hits it keeps growing whereas if a video hit the One Drops the momentum goes downwards and it takes three or four videos to get it back it's just a little a little more finicky what we're finding so far again we haven't mastered yet but that is one of our big goals this year to master it so we can get the spot where every video we

put out there has 100,000 views or more and then you know from there it's like man if I'm doing that we're getting an extra million views a month uh across our content how does that affect everything else in our in our brand which is obviously really really big yeah and it's basically the start of a funnel most of the time right so so instead of paying for ads you're getting all this organic traffic through YouTube oh yeah I get same 100,000 views on paying for the ads I mean it's costing me you know who knows

10 20 $30,000 where I'm getting that for free like it's worth putting in the time to figure out how to master the algorithm okay so something we've both been uh really interested in is webinars uh I've been doing webinars for the last couple years I love webinars because I feel like it helps me really build like super fans it's really effective for selling but I feel like having this two-way communication people really start to get bought into the idea of me and like really start to support me 10 you know so why do you love

webinars yeah um I'm obsessed with webinars mostly because um for me it's the again first off I agree with you said about connection building a relationships audience it's also the fastest way to take somebody who's really really cold has no idea who you are warm them up build trust and then get them to buy an offer right um when we launch clickfunnels again I'm trying to like how do I grow this company as fast as I can and we did it 100% through webinars and I was doing um I created one webinar presentation you know

I have a script called the perfect webinar that kind of shows how to do it but I had this one webinar presentation uh we launched it it converted and so I did that webinar and if you read my book expert secret I tell people like you need to do a web a live webinar every single week um until you master that one presentation same presentation week in and week out until you mastered the presentation so for me when I launch clickfunnels I did the exact same webinar 70 times in a row uh sometimes it was

three or four times a week sometimes I did like two or three in a day um and I have a new audience I give a webinar presentation and again takes a freezing cold person who has no idea who I am they come in they spend 90 minutes with me and the of it they're buying a $1,000 $2,000 course that fast now I can serve them whereas every other you know funnel every other way to sell and get people takes longer to do that where I think a webinar is the fastest way to take somebody from

we don't have a relationship to like man we're best friends and we're going to go on this journey together and so that's why I'm mildly obsessed where I still do them all the time people I see people all the time like oh webinars are dead I was like they are not dead no they are far from it they're also so fun like I love like creating my webinars optimizing my webinars uh what kind of things work well to sell on a webinar and what doesn't like is there a certain price point where it doesn't work

or can you give any advice on that for sure I think the reality is like I have a I have a $10,000 offer I saw on the webinar and it works um but it's harder like the more expensive the like the better you have to get right and so um for most people I think the sweet spot for webinars is like $297 up to like $2,000 is kind of the sweet spot where a 90-minute presentation can get somebody to warm them up enough where they feel comfortable like part with that much money so that's kind

of The Sweet Spot in the in the pricing I've seen people sell me like for us we sell a year worth of clickfunnels on a webinar for like $1,000 and then they get it for free for a year or for six months and after that it starts billing them so you can sell you can sell memberships and continuity programs through webinars as well it works really effectively I just like if I have someone's attention for 90 minutes I'll usually again bundle it together so of getting five or six months for free for higher you know

higher price and put people into it but yeah I think that's the that's kind of the price point when it gets above that I'll still do webinars a lot of times the webinar will will traditionally push them to a sales call or Discovery call that way I still have the time to build a relationship with them and I can push them there to do the higher transactions if we need yeah something I want to point out to my listeners is like the webinars is this two-way communication they're seeing you like let's say on a PID

out or a social media posts pretty social media they're warmer paid ad totally cold you bring them on a webinar you're warming them up you're getting two-way communication if it's super high ticket you didn't want to bring them on a call you can't get any warmer than that right like being on a call with somebody so you're just like warming them them up and the more expensive it is the more you need uh you know personal connection and talking with people but webinars are awesome because you can get that personal connection in mass and it

saves you a lot of time yeah bam I spent years slaving away in jobs trying to prove myself trying to figure out what gave me joy and energy at work and trying to build truly productive teams and eventually I did figure everything out but what if you could figure out all that stuff about yourself and your team in a fraction of the time that it took me the working genius model will transform your work your team and your life by leveraging your natural gifts and let's face it you're going to be more fulfilled and successful

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podcast and so once I took the working genius assessment it sort of like everything snapped into place I really understood wow like this is really how my brain works this is why I've been gravitating towards entrepreneurship and building teams and it also told me about my working frustration why I steer away from other things that really suck the energy out of me and why I've done things like hire my business partners so that they can handle the stuff that I don't like because those are their natural talents and not mine the working genius assessment is

very affordable and it's also very scalable for your teams it's only $25 per assessment and you can get 20% off by using code profiting to get 20% off the $25 working genius assessment go to work work genius.com and enter the promo code profiting at checkout that's working genius.com and use promo Cod profiting for 20% off okay so let's talk about the intro of a webinar what are some things we should think about yeah so a couple things obviously someone's registering for this webinar and then most people are very unsure like why am I here how

long is this going to be all those kind of things right so J when I look at like what's the hook on my landing page the hook is like hey I'm going to teach you guys how to blah blah blah blah blah whatever first thing webinar starts is like I want to tell them like hey you're in the right spot you guys register for the webinar I'm going to teach you this how many you guys are excited and I TR I try to start creating interaction immediately right I want people commenting like you said two-way

communication right I'm getting them participating like hey how's it going like this what we're talking about how many you guys are excited about that I go back and forth and then afterwards in people's heads they're still trying to figure like is this for me in the first 3 or 4 minutes five minutes of a webinar this is where you get the biggest drop off people show up like oh this is not for me so during that time I'm trying to like show them this is for you so usually after I kind of reintroduce the title

of the webinar and get him excited get him re you know get him reh hyped about what they registered for initially then I'm coming back say okay now I want to make sure you guys know you're in the right space so um a lot of times I'll do a survey before a webinar trying to figure out where people are at um you don't have to you can do it without a survey but I'll ask them okay um how many you guys are brand new beginners this your first time ever thinking about this that's you raise

your hand right now in the comments or say yes and they like yes yes like cool if you're a brand new beginner this is going to be great for you because I'm going to show you exactly how to get started and how to have success very very quickly okay now second how many you guys you've had some success but you're kind of struggling how many you guys are in that in that camp right if that's you type number two in the comments right and they got all these twos if that's you during this presentation I'm

going to show you guys if you got started how to take that and actually have more success and start growing and scaling it then how many you guys are super successful you're trying to figure out a hack to get to the next level put in three in the comments right so I'm showing like if you're a beginner this works for you if your intermediate works for you if your Advance it works for you and so I'm trying to like make them all included of like okay cool because otherwise they're like oh this is kind of

a newbie thing I'm out or oh this is too advanced I'm out I'm trying to show like doesn't matter who you are this is going to be a good fit for them right so I'm kind of bringing them in through there um and again for me I mean there's a lot of little things I do but the the key part is just try to build that relationship getting engagement with them ahead of time so that now now I can go into the presentation I can tell the story and they're like they're all bed and are

excited about it right um and so yeah those are some of the core core things you do initially so I know that having an epiphany story is really important for your business is this something that you also do on a webinar yeah so the Epiphany Bridge I've teached like whole classes on piffy bridge but basically piffy bridge is like what is the story um about how you got introduced to the thing that you're going to be sharing ing during the presentation right so if you're do a presentation showing how you uh like how someone's going

to start their own podcast then the very first the the first 15 minutes of my presentation is U where I'm telling the story about how I discovered this new opportunity I'm about to reveal to them right so the webinar is all tied around the new opportunity like we talked about earlier so I'm going to tell this Epiphany Bridge story like uh here's the story how I discovered this thing like I was just like you five years ago I went through this thing you're telling the story that you went on and how you discovered this thing

I always tell people like when someone's coming to your webinar um they're looking for result when they're buying a product looking for a result and typically when they come to you this is not the first time they've tried to figure out that result right so good example I bought a company last year women's weight loss company and I remember the owner I bought it from her she told me she said that the average woman in America goes on eight diets a year wow eight is that crazy and she said and so when you look at

that like if if I assume that someone's comeing to my webinar and like they've never thought about having been on a diet before I'm dumb right they come to mind thinking they never thought about a funnel before I'm wrong right so I have to show them like what is my new opportunity that's different like they've tried eight diets this year to lose weight none of them worked why is my new opportunity different than these like why is it different right so I'm going to tell my story about like hey I was just like you five

years ago I tried the paleo diet the keto diet the da d da and try these things I'd have little successes and I crashing bur little how many you done before you tried the same thing right yeah I had the same problems and so I went on this journey and I found out something was completely different than what anybody was talking about online and it was this process called blah blah blah whatever your process is right and this is where I tell that whole story how I discovered it what it looked like and the result

I end up getting because of it and then basically I tell people at the end like I I went through and I figured out a map I have this map and I'm going to teach you on the rest of the webinar is this map and how you can use it to have the same result I had are you guys ready for that and they get all excited and then from there I transition to the actual teaching part of the presentation amazing I know we have like no time left but please very quickly just explain the

teaching part like what should we not include in there what should we include high level and then we'll close up the interview yeah this is actually my favorite part because this is where most people get it wrong a lot of people think I'm just going to teach whatever I want and I'll sell them at the end and like you can do that but the teaching is the most important if you do the teaching part correctly then people will buy what you have at the end of your presentation so uh a couple things number one is

um is your job is not to teach them how to do everything if you do that like you're not going to serve the person right my job is to inspire them that this this map that I have is the thing that's actually going to get them the result so when I do that for me I break down my teaching into three sections my first section is I'm teaching them the framework for how to do the things number two is I'm teaching them that they can I'm I'm showing them how they could actually do that and

I'm showing the third thing is like teaching them that like there's nothing else that can hold them back from being successful right so I'm going to have be three teaching points I go through I'm doing the the presentation and the key here is what I'm teaching I'm teaching them the what but not the how does that make sense so I'm going to teach them what to do but not how to do it so what is the strategy how is the tactics okay so I think about this like when I do my webinar teaching people about

building a funnels I'm going to teach them the strategy so I make step number one you're going to go find a funnel that's already converting step number two then is you're going to funnel hack it you're going to buy their products to see what does the funnel actually look like step number three you're going to sketch out what the funnel looks like and step number four you're to click funnels and actually build it out so that's the what they're going to do right I'm show them what like the strategy of it now the how is

like I log in to clickn I click on this button then I'm going to click over here and I'm going to add the product here then I'm going to I'm going to write the copy here like it's all the tactics take a long time to actually show show somebody and so what people have to understand is that you're teaching them the what during the presentation but they're buying from you the how like that's the big differentiator so when people have a webinar it's not working the reason why it usually doesn't work is because they're teaching

the what and the how and in their mind they're like I'm serving this person I'm helping them I'm showing them everything they need but then number one is like it's impossible in 90 minutes to give somebody all of the tactics they need to be successful so you're not actually serving him you're giving them half stuff and number two um it just overwhelms them and they don't buy but us as Educators like I want to give them everything but you can't actually Empower people to have success so we teach them to what and then the offer

is the how where we could take them out of the webinar situation and we can show them through a course or a training or a mastermind how to actually Implement everything that they just learned about and that's the key to really making uh stories work during your during the the content side of the the Train That's see your point the number one mistake I've made with webinars is just teaching too much and then people are like well I already learned enough I'm just going to have to implement what she taught me on this webinar no

need to go buy her course right so really good in terms of conversion really quick what's a good registration attendance rate what's a good conversion rate like what are our benchmarks great question great question so first off if you're emailing your own list the numbers always are skewed very positive so that's problem a lot of people have is they email their list they're like my conversions are great and they try to buy ads and then it doesn't work right so I don't judge like whatever my email list does like that's just free money I don't

judge that I look at like if I'm actually buying paid ads so um the numbers again it's going to be different Market by market but uh registrations I want registration rates on the page to be between like 30% and 50% like that's kind of The Sweet Spot in there show up rate I want it to be the lowest 20% usually around 30% that's kind of like that's The Sweet Spot between 20 30% then when somebody's on the webinar when I transition from my teaching to my selling I always look to see how many people are

on the line right there so let's say I get to that spot and there's 100 people on the on they're still on where I'm transitioning to my pitch if you can get 5% of the people to close that's usually ends up being like a six figure year webinar if you run that very often if you can get 10% that's usually a multi-million dollar webinar and you get 15% that's where the clickr webinar was when we first launched it which took us to we just passed a billion dollarss in sales uh in the last 10 years

so somewhere between five 5% is like a really good webinar 7% like you should be celebrating having a party like it's time to go buy a new house 15% it's like you can do whatever you want so that's kind of am the numbers we're looking for love that such good information so helpful okay I end my show with a question I ask all my guests a couple questions the first one is what is one actionable thing our young impr profitter can do today to become more profitable tomorrow o very cool I think um the number

one thing I would do like you mentioned earlier like figuring out the skill set you want to do and then becoming obsessed like decide like this is my career this is my thing I'm going to become mildly obsessed and go deep on this thing uh because nowadays we don't pay for people who are Jacks of all trade we pay for people who are really good at one thing and can go really really deep in a lane and if you become a master of that you can write your own paycheck for the rest of your life

love it and what is your secret to profiting in life and this can go beyond marketing what whatever you think what is your secret to profiting in life I have a philosophy I've been thinking about lot over the last year or so and um it's true like all areas of life like there's there's things that we produce and things we consume right you think about this I just think about like weight loss right like if somebody is consuming more calories than they are burning they gain weight and so are you are you consuming more than

you are producing in business or you know in your life if you're consuming so you're spending more money than you are producing then you go bankrupt you lose your money success in life in almost every area I look at my relationships my business my health and everything I've got to be producing more than I'm consuming and the the this the difference between there is how you're successful like in business if you are producing more value than you are consuming then your bank account grows right if I am producing if I'm burning producing more calories than

I'm consuming I lose weight if I'm producing a better relationship value with my wife or my customers whatever that I consuming then we have a great relationship and so that's coming down to that like we need to be producers I have a big model we call our people Prime movers like we are the producers of society we got to be producing at a higher level when consuming and that's how you change everything it's when you flip around you're consuming more than you're producing you're taking more than you're giving in all areas of life that's where

you gain weight you lose relationships your business goes bankrupt and so it's learning how do I become a producer who can produce more I consume and that's like that's the secret sauce to how you be successful in all areas of life I love that that is uh such a unique answer I've never heard before and it was