What Makes You Unique Can Make You Money » Russell Brunson

I want to talk about the thing that you have that actually makes you unique the thing that actually is the thing that people will pay you for inside of your business and most people miss this they think that someone's buying a product or a service or something but they don't understand is the thing that somebody's actually buying from you is a result that's all they really want they don't care about you or your story or anything else they don't care about your product or your service they just want the result there's an old marketing adage

that says you know someone is trying to buy a drill they don't really want a drill right or a hammer they're looking for a hole in the wall like that's what they actually want and the question for you is like what do your customers actually want and the thing they actually want is just a result okay now what most people understand when you start looking at business that way saying okay what is the result that my dream client is trying to get then you can step back and start reverse engineering okay well how do I

get someone that result and the thing that most people understand is that to get any kind of result all you need is a recipe or I like to call a framework Okay now what's recipe let's say I want to build a cake um all I got to do is to grab a recipe and say okay you got to put in two scoops of flour three eggs some sugar and you mix it all up put it in the oven for x amount of time and boom it pops out of cake right and it's a simple replicatable

process you can do over and over and over again right now for you to be successful to your clients you need the exact same thing you need a recipe or a framework that gets them the result they're looking for okay now what most people understand is that the thing you have that is the most valuable the thing that people are going to pay you for is that framework is that recipe I always talk about this like you think about uh the result you're trying to get for a client now think about yourself before you got

that result okay it might have been 5 years ago 10 years ago when you first went on the journey when you were trying to figure out how long in the world do I accomplish this thing right I want to lose weight I want to make money I want to learn how to trade the stock market I want whatever your result is right you had this result and for a a period of time you were trying to figure out how to do it and you probably tried a dozen different ways to try to get that result

and this one didn't work and that one didn't work you tried a bunch of things So eventually you figed out a process and a path to get the result you're looking for right the fact that you've actually gotten that result now gives you the most valuable thing in the world which is this map it's a framework it's a recipe that takes somebody from where they are today to getting that result and that's the thing people are actually paying before like I said I call this a framework now I wanted to share with you guys a

really cool presentation as you probably know I'm in the middle of our biggest event our big annual event every year called funnel hacking live uh we have this year over 10,000 people from around the world coming to watch it and attend it and so I don't have a ton of time to make a brand new video for you guys today so that would be really cool is that funnel hacking live last year I did a really special presentation teaching you how to create a framework okay now most of you guys have a result you know

how to get results for other people but you don't know how to create a framework and you don't know how to teach the framework in a way that gets people to move to buy from you to actually change their life and so I'm going to share with you guys this really cool presentation from funnel hacking live now again people who actually saw this presentation they had to buy $1,000 for Ticket they had to get flights and hotels to come out to actually attend the event and I want to give it to you guys for free

as a gift because if you can understand how to develop and create your own Frameworks it'll change everything for you the Frameworks are the answer and so that said watch this presentation from funnel hacking live teaching you how to develop your own Frameworks I've been so excited about this um this is going to help pre-frame the rest of the week and I think that it'll uh it'll make it'll make you guys start shifting away you look at things a little bit um I shared this a little bit on the two comic Club Cruise who are

the people on my cruise with me okay we did a midnight Mastermind session because that's what we do on cruises um we stay up all night and I talked about this a little bit and I've kind of evolved it and developed it a little bit and I want to talk to you guys about today cuz I think it's um the um a piece that's going to help you guys understand um how to have more success with your funnels and it's going to seem counterintuitive at first but I promise if you stick with me and sit

through the process you'll be like oh my gosh I see how this is in everything that we do and so uh we handed I give you guys a handout today it's called expert Evolution how to become the leader that your tribe has been waiting for uh you can take notes on that as we're going through there if you want uh but I'm going to be covering three different Frameworks right now the first is the framework of how to find your voice the second is a framework on how to teach Frameworks and number three is a

framework on how to sell your Frameworks so that's the game plan for the next hour and six minutes and 56 seconds okay so this is the blueprint this is the framework right here of how to find your voice um I think a lot of us get started in this business at least I did and I was a shy awkward and I'm going to show you guys a clip here in a minute um you have to you have to evolve like you can't just it's there's a process you go through and a lot of times people

have like read my book expert Secrets the next day they're out there with the signs like I'm an expert let me like I'm going to sell you something it's like no you you missed it that's not the that's not the purpose it's not the path it's not how it works there's a process for you to be able to find your voice and like what's the process what's it look like in forever I didn't know I said you just go out there and you do it and you do it and you do it it wasn't until

recently I sat down and said what what did it actually look like for me what it look like for other people like how do I reverse engineer that so we can teach it and that's where this process and this framework came from all right so I'm going to walk you through this so phase number one here phase number one is what I call the dreamer and this is the phase that starts with a little spark okay how many of you guys when you got into whatever it is that you're doing you didn't know exactly what

you were going to do you may not have been super passionate at first but you had interest some desire like this is kind of cool okay and think about your business or the marketing of your business like you like when I got started this I didn't know I was going to be a marketing nerd I got a C in my marketing class okay a c and I should have gotten a d or an f and my teacher was really really nice um but I got to see my marketing I didn't know marketing was even exciting

or fun or anything okay it wasn't until later when I was learning these things and trying to start a business and all of a sudden like there was this spark I was like oh my gosh this is this is amazing and it all begins there okay so I why you to think get back about your business like what was the spark initially that got you so excited about what it is you do can you guys remember that moment what was that created that spark for you okay that's where this begins okay um the next thing

that I want to kind of De add upon that um this is from Tom bill you and Tom is speaking uh tomorrow I believe so I'm excited about Tom coming or his first time final acing live um but I was developing this I saw Tom post something on Instagram and I was like oh my gosh this is this is brilliant uh he posted a a little phrase fror for how to develop your own passion and I think about this a lot cuz I get people all the time who come into our world who like this

is exciting but I'm not I'm not passionate about anything yet Russell like what do I do how do I find passion I'm like I don't know because for me I'm just excited about everything in life like there's so many cool things happening I was like I don't know how to develop passion like I don't like how like I I couldn't like understand that in my mind until I saw this from Tom and I was like oh my gosh this is the secret for those you guys who may not have it you've got a spark and

you're trying to figure things out this will help you so this is what he said this is the five-step process he said number one is you go and experiment a whole bunch of stuff okay so if you don't know like I don't I don't know what business I want to be in I don't know what my career is going to be whatever like you go try a bunch of things that's why a lot of people go to college right you're taking a whole bunch of classes just to find out like what am I actually interested

in right so you go and experiment with a whole bunch of stuff that's step number one step number two is after you do that you start looking all the things I just tested and tried all the things I read all the podcasts I listen to all the videos I watch like what are the things that spark my interest okay you think okay I'm interested in that that's an topic I'm excited about like that's something I can be passionate about okay so you find the thing that Sparks your interest from there you start deeply engaging with

those things that spark your interest you start going deeper on them okay so you listen to a podcast about biohacking or about whatever and you're like this is cool let okay now let's go deeper let's see if that let's see if as I go deeper if this keeps resonating with me you start going deeper start studying start learning start finding people around you excited as well and go as deep as you can okay number four as you start engaging if it goes from an interest to True Fascination okay you get that Fascination like oh my

gosh this is exciting then you go down the path of gaining Mastery and then number five Fascination plus Mastery equals passion okay now this for sure was true in my journey um again I got started I I was I was a college kid I just met my beautiful wife we I proposed to her and I realized that like I didn't have a job and she was probably going to want to eat sometimes and I was like what do I do I don't know let me try a whole bunch of stuff I started doing a whole

bunch of things and studying and reading and learning and like all I started finding these things that cause interest and those things I started geeking out on and started going deeper and deeper till that interest became a passion and the more I the more fascinating I got and the more fun I got and that's where this this Journey Begins that's how you get the spark and you start to grow okay all right so after you just have a spark do you know the best way to turn a spark into a fire you guys want to

see it's just kind of cool so this is the way you turn sparking Fire Let's dim the lights a little bit if I get my phone out right here I turn this light on see okay this is a spark and by itself I'm if not careful the spark is going to go out right okay but I need your guys help can everyone get their phones out real quick and turn the lights on something interesting happens when you take a spark and you get it around other people's Sparks other people who are already on fire every

grab your phones out and get them out turn your camera on really quick I want you guys to see this if I want to turn my spark into a fire into an inferno I got to find other people look around you guys look behind you you find other people and you get your Sparks together it starts growing right if I take my spark to a fire it can't help but grow am I right that's why we're here today to help you guys take your spark and to light it on fire I tell people all the

time like my role in this whole game is to get you guys so excited and so passionate about the marketing of your business that whatever business you're in you'll be able to run with it okay I'm assuming you're already obsessed with your business or you wouldn't be here so my job is to get you obsessed with the marketing of it let me take that spark and ignite it and get it on fire so the best way to turn that spark into a fire is to ignite it I lost my thing is to get around other

people okay as you get get out other people you start feeling that it starts growing inside of you that shifts you now to the second phase okay the second phase is where I start taking on the identity of the reporter Okay um it's interesting um how many you guys have ever heard of Howard BG the world's fastest reader okay so when I was in uh Elementary School in the 90s I was an infomercial geek so I was watching infomercials and there was this guy who is the world's fastest reader I saw him reading these books

and he like goes through the page like this and flips through and starts reading them super fast I was like that is the coolest thing I'm like there's no way it's true he's got to be faking it I remember watching infomercials over and over and over again as a kid um then fast forward like 15 years later I'm a grown man or grownish my kids always tell me like Dad you are the least mature adult we have ever met I'm like thank you guys I think um I remember on Fox News um on the what's

the Cavuto uh the Cavuto show um Howard Berg was on there was right after the healthcare bill came out and there's a huge healthc care bill and they Howard BG read the entire Healthcare Bill live on Fox News in front of everybody she reads the whole Healthcare bill in 55 minutes I believe and then afterwards he interviews him like so what did it say and he starts telling them all the things and reciting back huge portions of the healthcare Bill I'm like this guy's amazing then I'm at an event like this is in Dallas was

about a thousand people it's about a fifth the size of this and I'm speaking on stage I get done afterwards and some guy's like hey there's um the world's fastest readers here he wants to meet you I was like wait wait Howard Berg's here and I started like totally Fang girl and freaking out he's like you know who he is I'm like yeah I used to watch his infomercials when I was like 15 years old like this is anyway so excited I had a chance to meet him and uh meet and power become really good

friends since then and uh actually when I launched the expert Secrets book I had Howard flow to our office I was like I want I want you to read the entire my entire book live on Facebook and then I want to quiz you and see if you can actually remember it because like writing a book is cool but having the world's fastest reader read it live in front of you was like way cooler than so I had Howard we flew out to boy I like here's the book I want you to read it and he

sat down he started reading it and uh did any see the episode of this when we did it on Faker TV he read the entire book in 4 minutes and 43 seconds live on Facebook and I was like this is so cool I'm like there's no way he's actually getting it so I watched him read the whole thing and then we got done reading it I had the really cool opportunity like sit there like okay let's see if you actually read it and I started asking questions about it and he was able to tell me

things back say well you said this and you said this and then you talked about this and this is my thought about that and it was one of the one of the coolest experiences of my life but what was he do you guys ever see the the Sony speed reader commercial he's on that with Justin Timberlake it's a really funny uh ad where basically there they had the Sony speed reader and Justin Timberlake like say something like or maybe it's pton Manny anyway pton Manning says something like uh with the Sony Reader I could read

I could read a 100 books and howb goes I just did and then Justin Timberlake's like uh I just did two It's the funniest commercial anyway it's worth watching so that night after we got done uh took Howard out to dinner in boisey and uh I'm like sitting here I'm like this is this guy who's read over 30,000 books like every book you can dream of he's read like what do you ask this guy like he he's got information about everything I'm like I could ask him about business or about Finance or about sports or

about anything and I was like I'm going to go to to a spot that you don't normally go with people because I'm really really curious and so I asked him I said Howard I'm really curious after all your life experience reading 30,000 books what's your opinion on God he looked at me for a minute he smiled he said you know what's interesting he said most people when they when they want to learn about a topic they'll read one book or one thing and they Bas their opinions on that becomes fact for them and they go

forward he said what I like to do instead he's like I like to read um all the people's opinions so he's like I'll read 10 15 20 books about a topic for example he like so for religious I read he's like I basically read every single book on the topic as many as I possibly get like like hundreds and hundreds of books he said by reading a whole bunch of things about he said I got a very holistic view of what I believe God is he said based on that let me tell you what I

believe I had one of the most fascinating conversations of my life to hear um what someone like this who's had a chance to to to learn and read from every religion you can dream of what his beliefs were on God one of the most coolest most amazing conversations of my life so I was thinking about this with Howard I started thinking about how that works in our in our life a lot of times we come into this world and we're trying to do our business and like we become the expert like I know everything and

we go out there and we try to like to convince people but the problem is we're we read one book and I was like the the the phase for you to really evolve and to find your voice isn't to like take one idea and then start running with it is to get a very holistic view so I started looking back at like when I got started and I found something really embarrassing this right here is the first video I ever created ever this is um last year I showed you guys won and y'all teased me

this one's worse um so so this is about time YouTube came out and a couple people had videos on their websites and I was like I'm going to do a video and I remember someone Arman more had a video and he had the the background was like was gone and he was like on the page and looks really cool so I'm like I'm going to do that so I bought a video camera I set it up and I record this video and uh it didn't work I tried to edit I couldn't get the background to

delete and like it was so many bad things um but this was the very first video I ever made and I want you guys to hear how bad I was and hopefully this will give some of you guys some encouragement uh you're like if that guy can do it okay hi I'm Russell Brunson welcome to the second tier.com I'm here to help you get in okay hi I'm Russell Brunson and welcome to the second tier.com I'm here that I'm here to introduce you what' you say hi I'm Russell Brunson welcome to the second tier.com want

to help you get started with um your affiliate training today the first thing you need to do is click on the link above me and download our affiliate that was real cool the flushing toilet in the [Applause] background he literally flushed it in the middle of the video it was me and him there were two of us in the room like come on anyway so There's Hope for all of you I swear so this is the beginning of my journey um and I was like I'm horrible but I'm going to try and I started trying

now at this point in time I had one I like I had like my beliefs like okay this is how I'm going to do this thing but I didn't know Mark I didn't know these things I'm like how do I how do I learn this and so what I did is I went out there I said okay I'm going to do what Howard Berg would have done I I just going to take my opinion and believe everything I'm going to go and find a whole bunch of people who know more than me I'm going to

talk to them interview them figure out all their stuff and based on on finding out uh um opin from a whole bunch of people from there I can develop an actual opinion so this little nerdy Russell from 15 years ago went out there and he found the best of the best of the time this is Carl glti I used to call him all the time and ask him questions this is Mike Phils this is Gary Ambrose this is uh Brad call I think's in the room this is Brad Fallon this is um Ian Chia this

is Roslin Gardner this is Jack humph this is Keith baxer these are the people when I got stting the game they were the people that were already on fire I had a little flame I was like I have a flame this thing's going to go out if I don't find somebody fast I started looking who's got the fire who's got the fire I need to find those people and I found the fire I got on the phone them I called them I flew to the house I had them fly to my house I did everything

I could I got in the rooms they were in cuz I knew that if I was going to take my spark and I needed to become a fire I had to be with the people who were already on fire I found those people and this little nerdy Russell was able to take his spark and turn it into a fire okay so for all of you guys the next step in this journey of growth for you is first off to be fascinated have a spark and then you got to find the people have the fire okay

and you have to go to them humbly and start asking them their questions and don't judge everything based on what the lens of that you view the world through find out other people be open other opinions other ideas because it's going to give you a very holistic View and make you uh give you the ability to serve your people at a much higher level than you ever could by just looking at one angle okay all right so the first two phases in this formula in this uh in this framework are all about growth okay it's

your journey to become something bigger okay become something better become the person the leader that you need to be to lead your people now after you go through these first two phases number one of dreaming and having a spark number two is finding people around you asking them questions learning from everybody you can every single piece of uh information you can get access to and learning from everybody then we start shifting from growth to contribution okay uh Alex Sharin always talks about the call the contribution how entrepreneurs feel if they hear the call the contribution

I need to contribute I got to create something I got to do something I got to go out I gotta I got I got to do something right you guys have heard that call that's why you're here right you've heard that call the contribution like how do I contribute more okay and so there Comes A Time in all our lives we keep growing and growing keep studying and learning but if you don't start shifting from growth to contribution you will Flatline okay the first time I understood this was true when I was a wrestler okay

in college I was a wrestler in high school I was a wrestler um I was a state champ in high school took second place in the country I was all American High School I thought I knew everything okay the worst thing could possibly happen to any of us is we think we know everything I was like sh I know everything like I'm such a good wrestler and I remember my senior year after I took second place in the nation uh my coach Greg Williams who's now the coach at UVU he said hey do you want

to come coach to the wrestling camp I was like I I know like I got girls to date this summer this is like my big time before going to college and uh he's like I'll pay you 100 bucks I'm like I'm in let's go so that's what I that was the value of my week of my time back then uh so I went to the wrestling camp and he's like okay here's some kids um I need you to train them how to wrestle I'm like okay so I go to the kids I'm like okay this

is how and I remember we're teaching a cheap tilt which is like my move and I was like here's how you do a cheap tilt I show the kids my K goes try it I sit back and the kids come down they start trying it and nobody gets it even remotely close they all like almost all of them up pinning themselves I'm like no you guys listen to a word I said hold on come back in come back in I showed this is how you do a cheap tilt okay now go do it and they

go back out and everyone's like doing the same thing flopping all over the place pinning themselves and I'm like what is wrong with these kids like I sit back I'm like what are they doing wrong I start looking I'm like oh my gosh he's doing it wrong because his hips are like they keep sliding out and his knee like I never know like this knee needs to be the foot's got to be planted here and these got to be pointing to the ceiling and what else I start looking like come back in guys come back

in look at this I said when you're doing it like notice look at my foot side it's right here look where my knees pointed and they're like oh cool okay go try it again they start doing it and all of a sudden the kids start getting better I was like huh and then I I bring it back in we go back and forth and back and forth and for the entire week I spend with these kids I'm looking at like what I'm doing on my processes understanding why they work and then figuring that out and

as you start the when the fasinating things about a pattern is after you become aware of a pattern it's like oh I know the pattern now I can manipulate I can change it I can I can grow it I can I can I can figure things out based on that and so for me like um I'd gotten to a point where I'd grown personally at a certain level and I stopped I was stagnated and when I shifted and started becoming a coach and helping other people that's where I started to continue to grow that's where

I shifted from growth to contribution and that's how I got the next level of growth okay so for all of us there comes that time where as you're growing and you're sharing the only way to continue to grow is to shift from growth to contribution this is where you start coming out there this is where most entrepreneurship most businesses start when you're shifting from like how do I become better to how do I make other people better okay and that's the next level way more fulfillment by the way on the contribution side okay so that

moves us to phase number three of the framework phase number three now is now we start building our own Frameworks okay this is going to be weird for a minute and I promise you at the end you're going to be like oh my gosh this is amazing okay so we need to start creating our own Frameworks if you notice most of the greatest entrepreneurs business people they have their own proprietary Frameworks okay so this is the next phase after you've gone through growth now you're shiting contribution this next phase is start creating your own okay

so the first step here is you need to create what we call your framework hypothesis what is my framework to get somebody a certain result okay let's just say this is me this could be for any any business right here's your path so here's you you're going on this this journey up here and this is the result this is the thing you're trying to get to right and so as you've been going through your growth and you've been learning and you've been studying all these things figuring out and you're learning and you're moving yourself up

this line okay now you're like I think I know how to get here I'm pretty sure I I know how to do that so based on me interviewing 50 people or like reading a whole bunch of books whatever that thing is I'm going to make my hypothesis I think this is what I need to do to get that result okay make hypothesis how do we make our hypothesis um this is something Bruce Lee said thank you James FR for finding this quote for me um but Bruce Lee talked about us he said what you do

is you research your own experience you absorb what's useful you reject what's useless and add essentially which is your own okay you're going through this growth phase where you're interviewing a whole bunch of people and you're learning from from a whole bunch of different experts the goal is not to like learn everything they say and just believe it as is right there a lot like when I was listening to Howard Berg a lot of his beliefs on God I agree with a lot of I didn't didn't mean it was right right or wrong okay but

I was able to listen to that thing and say wow this is awesome I'm going to take these gold nuggets these are the things for me that I believe in that I think can can add to what I believe okay same thing here when you're going through this process of learning and studying and growth you're looking for the Nuggets like what are the things that I believe in okay you take all the different pieces you take that and say okay now that I have this this is my framework hypothesis this what I think is this

is the secret okay so we create our framework hypothesis which is basically okay for me to get this result I step one step two step three and that's how I'm going to get this result okay now we have hypothesis that's step number one step number two now now I have a hypothesis this is what I think I'm going to do to get that result now we got to go out there and actually test your framework hypothesis on yourself you have to become a human guinea pig lot of people get the ordering wrong they say okay

here's my framework hypothesis let me go sell something no no no no not yet this is where we got to figure out if it actually works on you okay one of the people I respect a lot is Tim Ferris um they've called him a lot of times the human guinea pig he's one of the original biohackers and um I was reading I remember which one of his books but one of his books he was talking about he implanted something inside of his his body to like test his blood levels and every single day he like

test little things like he would take this supplement see what happened to his blood levels he take this and he try this and do these things he said um he took over a thousand blood tests um based on all these different things and after all said said based on all things I learned this is the diet that's the best this is the supplements these are the things that that this is the framework that I believe is is optimal for you to be able to get the result you're trying to get okay so just like Tim

Ferris became a human guinea pig you've got to become a human guinea pig for your framework at first as well okay so you take that you say okay I think this is the the way I get my results and you go out there on this journey you you go on the journey what's going to happen is sometimes you're going to go through the process and like I was right I figured it out I'm at the top but typically happens is you go on this journey with your framework a lot of times it doesn't work at

first right you try something like oh it failed you try something else oh it failed okay that's okay this is the framework hypothesis you can tweak and say I'm going to change this I'm going to change this So eventually you're it's like okay and eventually you get the top where you have the success and you get the result you want okay so now you've got a process You've Got A system that works I know it works for me it's worked for me um and so that is the first step here where you've become a framework

Creator boom I have a framework that works okay how many guys in now have a framework that works for whatever it is you do okay it could be anything from like how to lose weight to how to get a white smile to how to how to make more money how to start a business how to uh how to invest in uh in whatever how to save money on taxes right every business needs to have a framework okay and some you guys like but Russell this doesn't make sense to me because I don't sell information products

I don't need a framework this only works for the info people this only works for authors and speakers this doesn't work for me because I'm a blah fill in the blank right we understand that all businesses are about one thing and one thing only businesses are about how in the world do I get a client a result that's it okay I'm in business to do this to get this client this result okay that's you have to understand and there's always a framework or a process to get somebody that result okay so the question you got

to ask yourself is what is the framework that somebody must follow to get a certain result okay and what's interesting is your product's probably just a piece of that framework it's not the whole thing okay so what is the framework someone must follow if you want to get a certain result okay so think out whatever business you are this is the result the person's coming to you with they want to get out of pain they want to grow taller they want to grow hair they want whatever whatever your business is right that's the result what's

the process they have to go through to get that result with you okay and so for example here's clickfunnels right so clickfunnels we have a framework you guys have seen me talk about Frameworks all the time right and so we have a framework to help people to grow a company online through funnels okay so that is my framework framework and what's interesting about my framework is my is is the product clickfunnels the software is just one step in the framework right so I'm like step number one you got to have an idea step number two

you got to create an offer step number three and Al like step five it's like now you need clickfunnels to build the thing right if I just came people like oh you need click funs this is awesome software like why like because it's awesome it makes you can move things and drag and drop it's really easy like I don't get it but if I'm like what's the result you want this is the result you want cool there's a five-step framework step number one you got to do this step number two step number three and now

you need the the software for step number four and step number five does that make sense so my product becomes part of the framework it is not the framework okay so let me show you this works for a more traditional company like a dentist okay so the dentist if I was a dentist I would have a framework for how to get white teeth okay know there's a whole process right I'm not a dentist I don't know exactly the process but they have a framework to get white teeth right someone came to me as a dentist

say I need white teeth they okay cool first thing you got to do is you got to brush twice a week or no not a week twice a day uh yeah step breast twice a step number two you gotta um you should be using white strips or hydrogen peroxide step number three you've got to come to the dentist my product is like step number three right one of the steps is you come to me and we'll do teeth whitening or we'll do alignment or whatever the thing is right okay but I still have a process

if I'm just like having denti she should come to me so I can so I can uh clean your teeth like it's one thing it's like what's the what's the result the results bigger than that right the results the framework so here's the framework to get somebody that result and your product becomes one step in the framework does that make sense same thing is true like with e-commerce sellers if you're selling physical products okay my product is a framework to get blank to get what right and then inside of there your product becomes part of

it right so for example let's say I was selling um let's say I was selling flashlights um I might have just a flashlight by itself will sell but if you look at some guys heard TR Luellen story a lot of times um he was the first funnel inside clickfunnels that blew up to astronomical levels but he shifted it was a flashlight at first but we went from like it being a flashlight to being a survival flashlight I'm going to show you guys how to be how a framework for how to have survival right it was

like it wasn't just a flashlight it was like part of a framework of like I don't know exactly how you use flashlights for survival you shine on people's eyes and and blind them so you can kick them in The Shins or something but um but it became part of a framework okay so every product everything is a framework what's the result you're trying to get somebody and your product is a lot of times one piece of the framework okay now the cool thing about Frameworks is you start creating them um we can do Frameworks like

I can take a framework I can teach that framework in three minutes or I can teach it in 30 minutes or I can teach it in three hours okay like I can sit down here and say okay guys I'm going to teach you guys the new traffic Secrets book and I could do a three-minute presentation and teach you my traffic secet like the the core pieces of the of the traffic secret book right or I can say okay I'm going to do a 30-minute presentation let me teach you the core things I could bulk it

up I could tell more stories I can add more things to it or if I did three if I if I wanted a three-hour presentation I could do that or I could do a three-day event just on traffic Secrets by itself as well okay so that's something to kind of think through and the reason why these Frameworks so important is just you'll see here in a second is we use Frameworks in every aspect of the funnel as you'll see here okay but the first thing we you guys understand is that we can create Frameworks really

really quickly so again this is uh Tom billu Tom and his wife Lisa are some of the best framework creators I've ever seen um who follows them on Instagram Tom or Lisa okay if not you guys start following them just so you can see the Frameworks and how they do them so often so I'm going to show you guys a couple of them so Tom uh put together a framework called Sleep habits it's hard to see up here these are sleep habits there's six sleep habits to increase your your sleep right so step number one

stop eating 3 to four hours before bed step number two uh use blue blockers two to three hours before going to bed step number three go to bed early step number four set your um intentions step yeah there's his there's his five step six-step FR framework for sleeping better okay here's another one um he created a framework based on a movie how many you guys have ever seen a movie before like four of you guys who has ever seen a movie before okay so Tom watched The Matrix he's like I'm going to show you guys

the seven lessons I learned from The Matrix and he showed his framework for um Matrix number one you can't do it until you believe it number two the world is to perceive it isn't real and on and on on okay here's one that he made his his framework for surviving Thanksgiving dinner step number one minimum 16 hour fast every day step number two okay and they post these all the time these are just simple little Frameworks Okay the reason why I've showing you guys this right now and I'm talking about the fact that you can

create a framework that happens in 3 minutes versus 30 is because a lot of times I don't want to spend two years building a huge framework I want to test some stuff out so on social media I can post a framework I can do a podcast posting a framework and see if people care about it right I'm going to show you guys my fstep framework work for getting more ads uh more views on YouTube whoever wants to see that one okay I'm not doing that one okay and I post another one I'm like who here

wants my five step framework to add 100,000 people to your list in the next two days oh okay sweet I'm going to go deeper on that right but I could post something on Instagram that here's my five-step system to build a list and if nobody cares I don't go deep there if I post and be like oh people are freaking out this is awesome let me go deeper okay if I'm like let's say I'm a dentist I'm like okay I'm going to post a fstep framework how to get um coffee stains off your teeth uh

from home whoever want that you guys don't believe me I'm not a anyway but I could post that real quick and like oh my gosh nobody cares I'm not going to build or I post something else and you start finding out right so it's essentially become quick at creating these little Frameworks and putting them out there and testing them to see what are the things that causes people to get excited before you go deeper okay if you guys notice almost every one of my podcast episodes I think I'm like 600 episodes deep now or more

is me sharing a quick framework that's it and sometimes you guys don't tell me anything okay that one sucked but guess how I know when I do a good one you guys messag me I get tons of like dude that was that was fire Russell like people have a fire Emoji like oh okay and people go crazy and I'm like okay that's I'm going to go deeper there okay all the stuff I share on stages like this our own stage this is the year of testing a lot of stuff you guys like don't care about

those things you guys freak out about so I'm looking like what are the Frameworks that people are are are interested in I'm going to go deeper those I'm start creating those things okay all right so understand that Frameworks as you can see are in every step of the funnel there's Frameworks here at the ad level there's Frameworks here on the optin level okay there's Frameworks uh you're selling and Frameworks for your upsells okay so I'll going show you guys I'll show you guys um this in a lot more detail here in a second I'm going

to show you guys a case study one so you see exactly how they fit okay but just imagine an ad you see add like who here wants my my three-step framework for how to add more blah blah blah blah blah sweet you click on that boom takes landing page awesome give me your email address I'm going to give you my my fstep framework for how to do whatever they opt in next page like cool I emailed you the framework uh there's a a three-hour video of me teaching this framework in more detail for 37 bucks

you can have it boom and then we go through like that okay so the framework is what drives people and pulls them from page to page to page throughout okay step number three after you've created these Frameworks you have to give your framework a proprietary name okay this way it becomes your own if you don't do that then it's just like anybody could rip it off like um you got to create your own proprietary Frameworks okay so for example I'm going to see how well you guys been paying attention to me for the last five

years okay I'm going to draw something and when you know what this framework is I want you to shout it out of the top of your lungs okay yeah guys ready for this the first one wins a million just kidding you win nothing every shout okay soon as you know what the framework is post it out okay oh perfect webinar okay there's my framework for how to run a webinar do you know how many leads I have gotten by giving people for free my uh my framework for how to run a webinar hundreds and hundreds

of thousands of leads that people have opted in saying I want to learn how to do webinar they give me their email address I give them the perfect webinar script then we have a free plus shipping version and we go through there and it's become a huge huge huge lead generator for us that has somehow you're like Russell what does perfect webinar have to do with clickfunnels clickfunnels isn't even in the framework oh but if you have a webinar that works you need clickfunnels to host oh oh okay that's test number one you guys ready

for number two okay let's see what framework if you guys know what framework is next okay you guys ready for this first one yells it out wins value ladder you guys know my Frameworks okay there's the value ladder framework okay here's your next one this is going to be a little trickier this one has not been as as prevalent but if you were here last year you should know this one what's this what's this you all failed everyone is your last year go home someone said it hook story offer okay I've got one more in

my pop quiz okay you guys ready for this one as loud as you can as soon you know what it is all right okay you guys know my Frameworks how many you guys feel like you could constantly come up and teach any of these Frameworks cuz you've seen them so many times yeah the nice thing about framework is that people after they see the framework they can remember it they can retach it they can they can share it they can grow like it's so so so powerful having your own Frameworks um tonight after dinner we

are doing a story Workshop I'm going to be going deep into my story Frameworks I want make you guys come back for that because it's going to be uh it's going to be really really fun I put a lot of work into it um we're learn how to tell some stories okay if you look at business though like my entire business is just Frameworks how many you guys read any of these four books what's that last one [Applause] what okay Doom secrets are all my Frameworks for the first 10 years of my business I put

them together in a book you guys read the book like these are amazing I need to buy clickfunnels now okay expert secrets are my Frameworks to how to sell how to put videos and copy on the pages to convert people as they come through your funnels traffic Secrets comes out uh very very soon which is the all the Frameworks how we get traffic into our funnels and unlock the secrets is a secret I just keep opening looping you guys to tease you and you're like what is it I'm not ever going to tell you but

you will find out someday so there's a framework for that about open Loops so so there you are there Frameworks gr company right okay if you look at this it's interesting there there's there's Frameworks that are embedded inside of Frameworks right so if you look at expert secrets and if I needed to do a a 5-second Instagram post or I wanted to make a a three minute video about about uh the framework expert Secrets I would go to the table of contents and section one of the book is how to create a mass movement step

two is belief through story step three is your moral obligation and step four is is the ex the funnels you use okay so there's a framework it's four-step framework for how to become an expert okay I can teach that in three minutes but if you look at this inside of each framework each of these sections of the book there's a whole bunch of things inside of each section of a book what are they called chapters so if you if you break it up bigger chapter one is create your own movement but then inside of there

there's a framework there's my uh to create your mass movement there's five steps number one is become that the charismatic lead number two the future based cause number three the new opportunity number four opportunity switch okay so there's a framework for how to create a mass movement now I could go another step deeper like what's the framework for the new opportunity I have a framework for that as well okay so there's framework inside of framework inside of framework this is a this is what we do as entrepreneurs as creators is we're creating Frameworks for our

people to help get them results okay you guys understand that like that's what our goal is so as we are going on this journey oursel trying to find our voice and become an expert we're going through this path where we say I'm trying to get this result for myself first I'm going through this growth I'm trying to get the result as I'm going through this path I'm learning I'm creating my own framework hypothesis like oh my gosh I got a result I have a framework I have a I have a proven system now to get

a result okay which is all business really is is what's the result you're trying to get some now I have a proven framework to get anybody this result okay so now you got a framework what do you do go sell stuff now yeah no not yet you all failed the test just because you have a framework does not mean you should go start selling it or making money from it okay just because it worked for you does not mean it's going to work for everybody I had a mistake when I first got started in this

part of the business where I had these funnels worked in my business and I started trying to use them on other companies and I realized there were intricacies that I didn't understand in my company versus other people's and it took me a while to respect that enough to say look I got to figure out how does this work like what do the changes make it work in a gym versus a dentist versus someone selling physical products like you get to figure out those changes intricacies so next step is not for you to go start selling

them the next phase here is for you to start uh working for free and serving your future dream clients okay you know that the Frameworks work for you it got you the result now you got to find out if it's going to work for other people as well this is where you will learn the intricacies of your art okay so when I got started in this business in the coaching side of this business what I didn't do is set up a website or set up a funnel and be like hey I'm Russell Brunson really cool

one time I made a bunch of money you guys should sign up for my coaching program cuz for two reasons number one you sound like a jerk and number two I like just cuz I made money doesn't mean I'm going to help anybody else make money so the next phase for me's like well I'm going to go work for free to see if what I'm what I think is right this hypothesis I have work for me I'm going see if it works for other people okay so what I did uh this is right before the

whole clickfunnels journey took off I met this guy named Drew canoli how many you guys know Drew canoli in here okay the Fit Life TV they own organifi and uh I met Drew and at the time they were kind of struggling business a little bit and uh it's kind of a crazy I had we had a friend in mutual and uh and I was going through this juicing phase in my life I just wanted to juice everything and Drew is like the juicing guy so I was like my wife and I and kids were going

to Legoland and Drew lives in San Diego so I was like hey can you introduce me to DW to Drew I love to I love to meet him when I'm when I'm out there and so uh our co-riparian like we haven't never talked before we got kind of introduced by this other third person like it's going to be weird I remember knocking on his door he opened up I'm like hey do we hug or just like you know like the weird internet high like hi I've seen your face a lot um and so he let

me in and we walk in and we and we walk into his room I remember uh in front room I sat down and on the table was one of my first uh things we used said was called 108 split test how you guys read the 108 split test book it was sitting there I was like oh dude you got my book and he's like now that I have your book the creepiest thing just happened he's like I bought your book like two days ago it showed up I'm sitting here reading through our your split test

and in my head I'm thinking man wouldn't it be cool if Russell Bruns could actually come here and just do these tests for us cuz I don't know how are we even going to do these and then like an hour later Carl calls me and says hey this guy named Russell Brunson wants to meet you he's coming to your house and now you're sitting here in my living room I was like that is the weirdest creepiest thing ever um so I went there hang out with Drew and and his uh and get to know him

a little bit and um this is one of the first products that that they were selling at the time and I felt I could tell that like I tell they were kind of struggling I was like hey he um uh I'm I'm writing this book it's called Doom Secrets it's not out yet but I'm wrting this book we're working on this thing and like um I would love to come out and just like um help you guys out he's like well what would it cost I'm like well I'll just do it for free he's like

why would you do that I'm like I don't know because I have no idea if it's going to work or not like I don't want to charge you it worked for me I think it'll work for you but I don't I'm not really sure like I would love just and I love what you're doing I love your mission I come help you for free and we kind of went back and forth he's like he's like what's in it for you I'm like I don't know I'm sure if something awesome happens it'll be great but I'm

just I just want to come and and just work for free so finally he agreed to I flew out there got him and his team in in a little conference room uh we didn't have whiteboard so I had Whiting uh on the Windows because I can't write or can't teach without doodling We Roll on Windows build a whole bunch of stuff out um about this time they were working on a green drink we helped them to kind of figure out the funnel for that to launch it and um when this uh when this got done

they launched organifi a little shortly afterwards and completely transformed their company they went from a struggling company to um I I'm not at Liberty to share their their numbers but they are in the high 8 f um killing it right now with uh with organifi so after doing that I was like oh my gosh this stuff does work for other people and then after that Drew went and made a video telling the story like hey Russell came to us we were struggling he gave us his Frameworks gave us his funnels we launched it this is

what happened I took that I took that video I put up on a page and said hey Drew thinks I'm awesome if you want to work with me like Drew did apply down below and that's how I created my inner circle program that we filled up with 100 people um off the backs initially of of this video okay so that's the key you guys after the framework after works for yourself now you go out and you work for free for other people to find out if what you're doing what you're creating if it's going to

work for other people as well this is a step by the way that most people Miss they create a framework and they try to start selling it they're like oh my funnel is not working it's like because there's no social proof there's no like I don't know if this is actually going to work for me it worked for you sure but what is it going to work for me like I'm in a different business I do something completely separate like gu it work for me as well okay so go out there and work for free

to prove that what you're doing actually works okay now that moves us now to step number five and this is where you become an expert where you start finding your voice okay um I'm a huge believer that your results are your qualifications okay this is how you qualify yourself um as you guys heard earlier I got a C in my marketing class so I have no marketing degree um yet we arguably run one of the biggest marketing training companies on the planet Earth um okay our results are our qualification and you guys are the same

thing you have to understand that if you've proven for yourself you proven for other people like that's your qualifications to go out there and start creating and sharing okay so tomorrow I'm going to be talking deeper on value ladder stuff um but I want to share those who don't understand the value ladder in this concept right now I want to share that that each step in the value ladder there are there are Frameworks okay there's Frameworks to the bottom of the value ladder and you start moving up if you look at the transition Point usually

when you're moving up the value ladder providing more value and charging more money at the at the lower tier it's like people are doing the framework themselves you give them a framework they opt in they get download it they're on their own they get do themselves right as they move up the value ladder it's like hey if you pay me something I'll do it for you I'll do excuse me I'll do it with you okay you move up the value higher say I'll do it for you and then even higher some kind of combination of

of both okay so let me show you guys a framework in action how you guys want to see this whole process in action an actual funnel that's killing it right now inside of clickfunnels okay all right so I'm going to show you guys ping jun's funnel hopefully Pang Jun is uh okay with this he made me uh do a cameo for his infomercial or for his uh his new uh his new music video last night so I feel like he owes me so I'm going to show his funnel um we're funnel hacking I bought it

like 400 times for you guys so he made a lot of money on this already but I want to show you you guys behind the scenes of how paying Perfectly Used this framework and action how many you guys were in fun hacking live two years ago when he uh three years ago when he gave his presentation on this content machine okay so he came and did a presentation for 30 minutes and that presentation became the whole Foundation that framework he taught at funnel hacking live in 30 minutes became the framework for this entire funnel that

I'm going to show you guys but it could and Ping's kind of like me and he's got add and he has like 500 things happening but if he wanted to this and this alone could be his entire business okay all based on one framework okay so I'm show you this work so this is the very beginning uh of the framework the framework starts as an ad and if you zoom in here make it a little bigger so I can see it here if you read his ad it says um who here wants me to reveal

my nine step system for telling them blah blah blah blah okay so this his framework his his nstep system okay this is the ad he runs on Facebook okay so that's the first step here so the first he's got an ad on the framework come here to get my nine-step system right someone reads the ad they say oh that framework looks awesome I want to get the result he's promised me by following this framework so they click on the ad and then takes them to step number two here which is uh the special offer okay

so paying special offer is a do-it-yourself it's a book okay which is literally the transcripts of his presentation here at funnel hacking live with pictures of the slides it's pretty amazing okay so this is like a free plus shipping buy this book you can do it yourself you can go read the thing and then you're off on your own you can do it yourself okay it's free just pay shipping and handling the bottom tier the value ladder right okay huge huge percentage of people that click on the adland on this page like sweet this book

looks awesome I want the framework they order it he ships out the framework and they get the framework in their hands do it yourself okay so there's step number two there in and in the process okay now after somebody buys that now PS immediately starts moving them up the value ladder within the same framework okay so now he moves to up sell number one so his first upset I was like cool you just got the book I'm shipping it out to you you're going to be able to read it and learn how to do it

yourself but how would you like to do it with me I actually created a whole entire video course it's way bigger than what's inside the book we can sit here and we can go for the next 6 weeks and you can do it with me I'll train you you listen you go and you implement it we go back and forth back and forth back and forth okay is it done for you thing so the upsell is the same framework but they shift it from um from do it uh do it yourself so I'm going to

do it with you okay this is the first up I think he sells this for 297 bucks I believe okay then so that's upsell number one now he moves upell number two which by the way is the same framework he's just moving it up the value ladder so the next uh so episod number two now is he said okay you bought the you bought the book How would you like for my team just do it for you okay we could create all the ads and the banners and the the all the content things you need

and every single month we're going to ship you out uh or excuse me every month we'll we'll U give you a whole bunch of things you can download and we'll do this whole process for you you just plug your videos in and you've got it all done for you okay and this one is what do he charge for it it's $897 a year or 97 bucks a month okay and so he's taking that same framework framework didn't shift right still the framework for how to get more people uh on video but he shifted how was

fulfilled now it's done for you I'll just do it for you and charges almost a th000 bucks for that okay so that's up sell number two and then on the thank you page he has a webinar where you come and register for the webinar and the webinar is a combination where he sells a $3,000 version where they they do even more for you and it's a a combination of doing done for you done with you bunch of other things like that and that moves it through okay but that's one framework that pay created okay this

framework this funnel does really really well and if he but I want you understand like if this was this was his only business it could be right this alone is a twoa Club business by itself if he just focus on that alone okay from one framework how you guys think you could develop a framework to show people that get the result in whatever businesses you actually do okay it's not that difficult so it's understanding that that's these Frameworks that's what they are okay most of the offers we're creating are based on some type of framework

so we have to become really really really really really good at creating Frameworks I want you to pause for a second look back in time of everything you've experienced with me before you got here today the reason why you're in this room is because somewhere along the line you saw a framework you clicked on it and somewhere along your line in for a framework some of you bought a framework and then you went through thing and like you guys are here today this entire event is a framework okay a framework to help you guys to

get into the T club like that's the whole goal of this event right how do we train people educate them to get them into to a spot where they can get the award on stage with us in two days from now right that's the whole framework that we we build this whole event around people ask me every single year Russell I want to speak fun live I want to speak F live I'm like you don't understand I don't pick speakers I build a framework and I find out who's the best speaker for each step of

the framework okay that's how we orchestrate this entire event okay you will notice as you go through every single Speaker gets on the stage will have a framework for something okay they all have receed some kind of result and they're going to give you their framework for that result here's what you do step one step two step three step four the when you guys looking through all these presentations through that lens of like what's the framework what's the framework when you get I have the process I have it now I can go back and I

can implement it that's one lens but the other thing I want you guys thinking through is like as you start seeing this and see how I teach my Frameworks how other people teach their Frameworks is understanding like this is the business that we're in okay I don't care if you're a dentist a chiropractor a supplement seller a physical product selling info coaching Consulting whatever it is like this if you understand how to package things into Frameworks now you've got sexy ads now youve got amazing options now you got all the things you need to generate

leads to get people coming into your world you have a proprietary thing that's unique to you versus everybody else okay especially if you're selling a commodity especially if you're a local business where there's 500 other people doing exactly what you do in your hometown if you start developing your own Frameworks your own proprietary process that's different now you've got an advantage over everybody else okay so this is the uh this is the process of going um from growth to contribution we go from the dreamer to the reporter the framework Creator to the servant to our

expert and our guide so that's the framework about how to find your voice you guys like that okay all right now we're going to move to the next framework which is my framework for teaching Frameworks you guys get that okay I'm G teach you my framework for how to teach Frameworks um and uh this is one that's that I I'm really excited about sharing with you guys um this is one it took me a long time to figure out um how to do this and it wasn't something that was like like somebody taught me was

like tons of time like this on stages where like I have an idea I have something big I want to share with people I try to share it and like it hits and it kind of Falls dead I'm like ah that didn't work right and so um doing this for a long time this is kind of the framework I developed and so I'm excited to share with you guys okay first thing understand I learned from brand new bashard who spoke at last year's fun Laing live um uh in fact I was I was at an

event with him it was a it was a small Mastermind group and we're all sitting there and uh the person hosting it was like hey brandan do you want to show everybody your 7-Day launch funnel which she you guys how many you guys watched that last year funnel acing live it's amazing right and he's like oh sure give me give me like 10 seconds I'll be ready he jumps up gets a whiteboard he's like okay and draws like four or five squares and circles angles he's like okay boom he's like this is my framework for

the 7-Day launch funnel and he said something uh oh then he started teaching he okay first step of the framework he taught that second step and then people ask him questions and you get derailed and they come back and keep going and someone else ask him a question gets derailed and someone I'm so sorry I keep asking you a question he said no don't worry about it he understand the framework is your savior it's the thing that saves you as you as you drift off your teaching it's like where do I go from here oh

back to the framework the framework keeps you in line and makes sure that what you're saying follows a process that other people can follow as well okay so it's important to have these Frameworks as you're teaching as you're sharing as you're giving because everything you're doing from the again from the ads to the videos are all following a framework okay all right so the first phase in the framework okay the first phase um when you're telling a framework is you have to explain the story about how you learned or you earned that thing and yes

that's a picture of me with a black guy this is Nate plone he's the guy that made a potato gun DVD with me we were wrestling in practice one day and I took a shot and I shot with my head down which is not good and I was punished my eye hit his knee swo my eye shut for a week about 100 stitches there and it was a really cool thing so I just wanted to put that picture there because it's amazing so uh okay so the first step when we teaching a framewor you have

to tell the story about how you learned or you earned it okay um I learned this the hard way a lot of times um when I was learning this when I was when I was first kind of developing these ideas I would come and I would spend insane amounts of hours and time in my life like testing out a concept and figuring out and like figuring how the funnel works and I come to an event like this I'm so excited to share it like he guys this is how it works I share how it works

and everyone sitting there like uh okay I'm like what did you not get it like let me explain again like show the process like yeah no we we heard the process like that's that's good thank you like no like do you do you understand like what I had to go through to get this and they're like no I don't understand and I felt like if you have if you guys read the um the New Testament where Christ talks about not throwing your Pearls Before Swine like I felt like that I was like I spent so

much time learning and figuring out this thing and I gave it to you and you're like oh cool did you not understand what I went through to learn that or to earn it and so I remember uh at one event particular I was sharing something three or four times I got so mad so frustrated that nobody was getting what I was trying to share with them I said look let me explain to you exactly what I had to go through to get this I said I went this I told this whole horrible story about the

time and the effort and the stress and and how much money I put into it to learn this thing and I said do you guys get that and then I went and I shared the thing again and people were like oh my gosh that was amazing I was like interesting I taught the exact same thing the only difference is that here I put him through a preframe where I explained How I Learned or I earned it the story provided value to the framework if I just give you a framework like oh thanks like if I

hand you the perfect webinar this is the perfect webinar framework you should go do a webinar this like okay thanks but if I talk to you about I spent 10 years on stages like this okay doing pitches where nobody ran the bathroom I got embarrassed time After Time After Time going on the road spending my own money spending my way and um sitting in the back room watching speaker after speaker taking notes on what they did and how they did it how they spoke where they moved what they did and like and I studied that

spent 10 years of my life and based on that I built a framework that anybody can follow all a sudden you're like oh my gosh like I need that framework okay the first step when you're teaching any framework is you have to tell the story about how you learned or you earned it if not the audience will not value itep number one okay so without the story nobody will buy into the strategy okay so phase number two now I'm going to move into the strategy but without the story nobody will care about the strategy okay

now phase number two this is where I teach the strategy okay and people get confused times between strategy and tactic strategy is like the overarching view like if I'm in front of a whiteboard I'm like here's the step one two three like that's the strategy right okay and people have to understand the strategy because they don't understand the strategy they're not going to pay attention when you get to the tactics okay so if I was going to go to war if I just come into to uh to a a big you know into my my

Army I'm like hey um I need you guys to go over here start killing people you guys go here we're going we're going to attack everyone like I want you to go this way and this way and they're like why I'm like just do it like this like just trust me go they're like I don't think you know what you're talking about right because I just gave them the tactics here's tactic we're going to do it if I come and say k this is the strategy this is the game plan let me explain I explain

the whole game plan they're like oh my gosh that is brilliant now anything I tell them tactically they're going to do because they understand where they're going does that make sense okay so after I tell them how I learned or I earned it then I transition out to the strategy here's here's is exactly what you need to do and I walk through the process okay A lot of times my strategies are like here's five steps here's my doodle here's the the step-by-step process they see from a high level view they see the strategy okay now

if they buy into the strategy I think it's my next slide yeah because without the strategy no one's going to buy into the tactics okay so I tell the story to provide value of the strategy then I tell the the strategy they buy into that now it's like now I can get into the tactics okay so if you if I go back one slide if the strategy is what I would put on a whiteboard then the tactics are what I would put in a trail board okay all right here's all the steps step one step

two step three step four step five here's all the process here's all the things you got to do to get that set of the of the strategy done here's all the tactics okay so I Shar the tactics next okay that's all the to-dos all the things all the pieces they got to do to achieve that thing okay and then the last phase we share a case study because without a case study they may believe that thing is possible for for you but they're not going to believe it's possible for them so in Phase number four

then we give social proof and we share the strategy okay so here is the actual strategy or excuse me this is the the case study of other people applying this framework okay so let me go backwards my slides I want to show you guys the the overarching one again oops too far okay so this is how I teach my Frameworks okay again number one I turn the story How I Learned or I earned it number two the strategy about what it is number three the tactics about how and number four the social proof examples okay

and that's how I teach all my Frameworks okay all right I got one other thing I want to share with you guys now I want to show you guys my framework for selling Frameworks okay it's very similar but it's different okay when I'm teaching a framework I teach all those things when I'm selling it's different when I'm selling number one I still tell about how I learned or I earned it number two I still teach the strategy but I don't teach the tactics and I share the case studies okay what somebody typically is buying from

you is the Tactical it's here's the process here's what it is okay so if I'm selling something I don't teach I don't do number three I do number one two and number four okay so let me show an example of this so um how many you guys have seen my finnal hacks presentation it's the presentation the build clickfunnels if you haven't seen it yet that's shocking to me because I did that webinar live over a 100 times and it's been on auto webinar for four years now and it's sold h100 million plus of clickfunnel so

you haven't seen it yet you should at least watch it because it's really put a lot of effort into it um but if you look at this like watch how my slides mimic this process okay so number one I tell the story about how I learned or I earned secret number one right so I talk about Tony Robins taught me how uh if you want to achieve success you got to do this and then I talk about the Pioneers I talk about Porter stanburg I tell the story about Learn to Earn this tactic right then

I switch over to the to the strategy okay here's the strategy step number one I'm sharing my framework probably funnel hack step number one you got to funnel hack someone successful step number two you got to buy the product step number three sucess Bo step number four build and click funnels oh and by the way my product eventually actually step number four but I still have a framework for success for them right then I skip number three okay because number three you'd be like okay let me show you a 50 step six-step tutorial about how

to actually build your funnel and click funnels let me show you know I I skip that and I go directly to the social proof here's organifi here's what we do there funnel boom okay and that's how I taught that section of the framework now I move on to secret number two in my in my framework okay same thing I start right here with um with How I Learned or I earned it back in the past what we had to do we have programmers and designers and analytics people and super heart I had the tech guy

and this and this and this but then we figured out a new way a better way let me show you the strategy then I do my demo clickfunnels and the demo clickfunnel shows the strategy step one I pick a template step two I pick the funnel type step three I walk through the the the framework for How I build a funnel so I click funnels right then from there I skip number three and I go into number four which is here's the case study boom boom boom boom whole bunch of case studies okay all right

same thing now secret number three same thing okay number one I tell how I learned or I earned it okay Google SLA me again here's the framework step number one I figure out uh where other people getting traffic from Step number two I go to similar web step number three I look at this step number four boom boom boom boom boom I go through the whole the whole framework of how I get traffic and then from there I end with a case study of how it actually happened okay you guys see how that works so

when I'm when I'm selling through a framework I teach number one how we learned we earned it number two I teach a strategy number three I I show the social proof does that give any you guys any ahas okay um I'm dropping some things now we're g to throughout this week I'm going to be sharing other Frameworks we're going to talk about the story selling framework tonight uh after dinner which is going to be going deeper into like the story parts of stuff and how we how we craft the stories and we orchestrate and all

those kind of things um it's going to be really cool but I wanted to kind of close this down with is this week you guys I want you to understand that um I'm going to be showing you guys a lot of Frameworks in fact some of my present are like 10 minutes that long I come down like okay I got to show you guys a quick framework I'm going to go for 10 minutes on a framework and I'm bouncing back out again and the next speaker will be out okay every one of our speakers is

going to be showing their framework for Success okay I want you guys to see the framework understand it start mastering these Frameworks as you're doing that okay so Master the Frameworks you're going to be giving during fun hacking live and then number two is as you're thinking through start designing what are the Frameworks for your business okay come back to this like what is the result that my dream customer is paying me for I don't care what business you're in they're all paying you for a result that's the only reason why people buy stuff they

want a result what is the result and start thinking what's my framework what could it be I got to figure out a name for it I got to figure out like what am I going to title what's step one step two step three what's my hypothesis I got to create like this is what I think is right and then I got to go back home I gotta be a human guinea pig and test it on myself see if I can get it to work for me and if it does work for me then I got

to go and find other people make it sure it works for them and when I have this framework oh my gosh this becomes my ads and my opt-ins and my and my thing and I can sell all sorts things around that okay but that's what I really want you guys to understand is this lens of Frameworks we be talking we're going to be doing so many things throughout this week about it while you guys understanding that and getting excited about developing your own Frameworks um and hopefully you start looking backwards in time about like oh

my gosh here's all the different Frameworks that I've seen Russell use on me um I doodle four of them you guys are a to pick out the name of them just by seeing my doodles like that's the power of what we're doing creating things that your customers remember over and over and over again okay any of you guys now who've gone through the perfect webinar framework training if you get on a webinar you're stuck like what do I do what do I do you look at do you look at the doodle you're like oh I

know exactly what to do right it gives you ability to serve your customers at a higher level than you could by any other thing any other way um when you start creating your own Frameworks okay and so um that's what I got for this intro session you guys I'm excited for the next four days I'm going to be on stage I think three more times today we got a lot more to cover a lot more things to do with said I'm going to bring Devon back out to set up the next speaker thank you guys

so much [Music]