A Sales & Marketing Coaching Session with Russell Brunson

okay Russell so um I was hoping we could pretend or act as if this is a business coaching session you have people rocking up to your office for consults and stuff people in your Mastermind so if I rocked up as like a new client or something How would how would a business coaching session with you like what would that look like it look like how how do how do we start it depends if we're just met if we just met like I try to figure out what in the world you do so I kind of

know what you do which helps a lot but um I guess the biggest question is like what like there's always a gap to where you are we want to be like what's that Gap what's it look like I know where you're at right now where you trying to get to and then we can kind of figure out what's missing okay so last year we did about 5.5 million in Revenue we're operating at about like 55 60% uh grow operating profit pre-tax whatever e whatever the number that is um and that's cool and what percentage was

it uh like 5560 something like that um and what I would love to do in the game of Entrepreneurship is to go from 5 million to 10 million and also ideally try and dissociate the business revenue from me having to show up and continuously film YouTube videos so I guess those are our two main things grow Revenue but do it in a way that doesn't necessarily require yeah allows me to take a month off without the business then tanking yeah for sure um where's the revenue breakdown like cor sales versus other stuff versus what's it

where's the R 5 million come from y nice so about 2 million is is from our content which is sort of ad on YouTube videos and sponsorships and the other 3 million-ish is from course sales and so last year the only course we had was our part-time YouTuber Academy which is just a single product uh we were we were doing that as a life cohort for about three years and then last year we switched it to Evergreen we did a final cohort did a big launch did 2 million for that launch which was nice and

so we have that as a$1 thousand self-paced course now and we also have a 5k a year kind of coaching program for YouTubers or YouTuber accelerator where um my team gives people one-on-one support for growing their channels MH uh we think 5K for 12 months is probably way too cheap given how much how much of a nightmare it is to fulfill on that so we're now thinking of people charge for something similar yeah yeah because we we we were feeling like oh we need to give so much value and then we're like ah crap we've

sort of signed ourselves up for this 12mon thing so we're thinking of turning that into like 5K for 3 months which feels a bit more reasonable we're thinking of turning our YouTuber self-paced course into a $1,000 a year Community member ship type thing we're thinking of maybe adding a $300 product but then a month ago we created a new value ladder for productivity which is the thing that I'm known for it was a bit accidental that we ended up making all this money from YouTube because I'm I'm not known for the guy who teaches people

how to grow on YouTube that's that's not my stick my stick is how to be more productive so we launched productivity lab which is a $1,000 a year membership community and we sold 500 spots within 48 hours and we CT it at 500 um and that's been going for a month now and people love it and it's great and so we really want to scale that up but without like diluting the quality of the community by having too many people in it m we're thinking maybe adding like a one-on-one productivity coaching offer on the back

end and maybe a sort of $300 course above uh sort of at the top of the value ladder as a way of getting people in I'm just th a lot of that see if any of that makes sense 100% yeah now um right now so basically each those you sold during a launch right so you did a launch I'm guessing that send emails you're Crea videos specifically for it and then anything else is happening when you're launching yeah so we launched we we start by building a weight list um by funling traffic from socials and

from YouTube occasionally and from my newsletter into this weight list we build up a weight list and then we do like a launch sequence like 10 to 15 days worth of emails um to that weight list and then that's how we do the launches when we were doing launches for our YouTuber Academy and when we did the launch for productivity lab but where I'd love to get to and I'd love to get your take on this is for me like launches are quite a stressful way to run a business and it when we were running

life cohorts for YouTuber Academy three times a year it was a real like fingers crossed like this one week where we can get sales out of like a four-month period like let's hope we make enough money um and that feels kind of stressful so I'd loved for it for for the revenue to be a little bit more like chill a little bit more recurring yeah which is why we like the idea of turning YouTuber Academy into Evergreen self-paced course yeah the launch the launch game that people live die by it because it's like sometimes they

hit a launch and they get you know three $5 million in sales then a year later they do the launch again and this time it hits $100,000 in sales and like but they built up thinking it's going to be as big as you know all that kind of stuff we had exactly that stresses me out during the pandemic the course completely like printed cash straight after the pandemic it stopped printing cash and we were like uh oh all of our all of our projections were based on this continuing to print cash money does not grow

in trees it's all kind of bad so I want to avoid that kind of state of AFF yeah so right now if you're not doing a launch those sales aren't coming in so there are they is there Evergreen kind of working now or yeah so we have one Evergreen product okay so so we have a actually if I draw out it might be might be easier so we kind of have nice oh nice thick pens so we have our sort of YouTube value L and we have our sort of productivity stuff so on the YouTube

we have a $1 self-paced course which upsells people into a 1K self-paced course which in theory gets people to apply for the 5K 12 month program but you said apply you call them on the phone to sell or what's uh yeah we had a sales guy so they would apply and then the sales guy would go and call with them and then if they were the right fit great um we've closed sales for this right now because want to revamp the offer cuz there was a bit much so each this this is a dollar just

for oh it's like a YouTube for beginners course um so roughly we get like maybe I don't know 200 Sales a week of this 200 per week and roughly 4% of people take the upsell to the th000 product but and overall of the th000 product we get like 20 to 30 sales per week uh so this is doing like 20K a week um but I'd love this just Evergreen coming through this is Evergreen and this is currently closed because we are trying to figure out what to do with and this is only me is this

like they buy this this like an upsell like in funnel or is happening is there some other mechanism that you're selling this oh yeah so they could either buy this directly um there's a $27 Auto bump thank you for that idea um of which maybe 30% of people take that um and then also they could just buy this directly so some a handful of sales each week trickle in from the upsell but a bunch of sales come in directly from uh them Just landing on the thing because this is really aimed at complete beginners this

is how to get your first two videos out there whereas this is more like the whole shebang like everything about growing on YouTube yeah okay and then do you sell this through a webinar or just a vssl or or a landing page a really really long landing page that really needs to be shorter but that's the only way we sell this it's Lo like is it copy based or video b or like what's on the landing page uh there is a video at the top but then there's tons of copy yeah why do you want

to make it shorter um I don't know I just feel like bit too long actually interesting our conversion rate on this landing page is about 0.4% oh dear 0.4% conversion rate on this landing page so from person visiting landing page to sale about 0.4% which feels a bit low because it's mostly organic I I mean we we started doing paid a couple of months ago and I actually don't know what the conversion rate rate is of like paid versus organic so that's actually something to think about um P versus o and then are people like

the the organic side is it are you have videos specifically promoting this or every video that like description your P or what's how's the good idea good point so we have every video promoting this thing but also I have a handful of videos on my channel that are like how to grow on YouTube those get Evergreen traffic and I casually mentioned oh by the way I've got a course and I think people are clicking on those although and we have UTM tracking but I haven't looked at it in a while so that's a good point

cool okay I understand that you understand this and then on this end we basically have this 1K per year kind of community membership type thing which we launched last month the idea behind this is that it's like pelaton for productivity so every day there's like Zoom co-working sessions every week we're doing facilitated weekly planning every month there's OB session every quarter I do a weekly I do a quarterly webinar to plan your next quarter we want to do inperson events and everything and all this is 1K a year and at the moment we've got 500

people in this um we've been doing it for a month they're all really happy um and we'd love to scale this value ladder and also this one to get us to this goal of 10 million in a way that doesn't require me to always be showing up in turning videos and the revenue from this versus this this is this did about 3 million last year okay and this so far has done well 500k oh yeah 500k year cool uh which one you more passionate about this one really interesting I love talking about productivity I no

longer love talking about YouTube um this is our YouTuber Academy and so I'd kind of love love to get to the point where like to be honest like my team is now more YouTube experts than I am I just like it's so so systemized that I just rock up and do my thing yeah and so my YouTube producer is like an actual expert on how to grow on YouTube and so I want him to be doing like mini courses and webinars and stuff within the YouTuber Academy because he's like boots on the ground our editors

are freaking amazing and so I want them to be doing stuff I don't know anything about video editing anymore so it's like yeah yeah whereas this productivity is kind of my gem this is what I enjoy um was it hard to sell the Thousand Year thing like for your like yeah so we had a weit list of like 30,000 people this was so they signed up before they knew what the price point was and we did some post signup segmentation and found like 70% of them were making under two grand a month so they wouldn't

qualify for the product anyway um but no we sold 500 within two days and within the first like 10 minutes we got like half the spot sold so it it seemed like there was a lot of demand for this offer but also my whole shtick is productivity we've got like 5.5 million subscribers for productivity and this was the first time we've released a product other than my book uh which is about productivity so yeah very cool then did you close signups for that or just yeah this is post yeah and we're building a weight list

we've now got 50,000 on the weight list for this uh but again like our post thingy segmentation is a bit Dodge so I don't exactly know how many of them would actually qualify to buy this product and you can qualifi by how much money they make or by what um one of the questions is how much money do you make and that's helpful uh do you only sell people who qualify or you sell to anybody I then we sell to any anyone but it's it's more like because it's it's a it's a low friction sale

they can just sign up um but I'm assuming that if someone makes less than 2K a month they're not going to buy this you'd be Blown Away really 100% I'm also assuming that if like they're outside of the US the UK and Europe they're also not going to buy the thing um which kind of broadly holds like 70% of our customers are us average age is 38 uh so they they all have jobs SL entrepreneurs yeah I'm going tell you a funny story about heroi so when heroi shifted from going out and doing gym launches

for people he started selling uh the license to his product very first phone sale he did it was for he sold it for 6K and the guy was like done he's like oh so then the next call he's like uh it's 8K and the guy's like done he's like oh so the next guy is's like 10 he kep going up to eventually at land I think was like $36,000 a year to sign up but the crazy is the average gym owner only takes home $225,000 a year so they were paying more than their yearly take-home

for this thing because they believed it was going to help them to make more so anyway just oh from a pricing stand like people will buy what they want not what they necessarily can afford or need anyway but MH and and price elasticity is huge especially on something like this where if you have someone launch a YouTube channel how much money a year could or should they be making off of YouTube channel oh if it's big then stupid numbers yeah but for say an average person like someone who's like the person who's coming in here

and starting like what do you think year one like nothing I I think for beginners to YouTube you YouTube is not a make money scheme it's only a make money scheme for a very small number of people um most position as a make money thing or position it's positioned as a will save you time on the Journey of growing your YouTube channel um maybe you'll make money maybe you won't but I guarantee in 2 years if you do it every week it'll change your life that's our whole pitch and our our most common customer is

the 38-year-old accountant who always wanted to start a YouTube channel because she has a passion for knitting and wants to share that and doesn't really care about making money from it and of course if she made money from it it's an it's a bonus so that's about 70% they just want to talk that's crazy yeah they just love it and 30% is like I'm an entrepreneur I've got an offer I want leads yeah help me out gotta we also sort of in the background we're trying to do like a 10K a month thing which is

sort of done for you videos uh where we have I think your friend Ryan dice as one of as our first client oh cool so we're working with him to try and do done for you for his YouTube channel like he is filming editing or just editing or what uh so he's he's filming the stuff and then we're doing all the editing the titles the thumbnails the hor bang so one of my team members is sort of leading on this and trying to grow this as a mini agency yeah that's really cool that's a bit

of a experimental one you see if you like that business see see how it feels okay um awesome so with any business there's like a thousand things you could do yeah so I was looking like if this was mine and if I was to take like say I bought this company from you tomorrow like what would be the first thing I would do um and so like I think the I me I think I would focus here first because there's bigger revenue and I feel like also right here you're you're not ready to turn this

into 5,000 people right cuz you said you're nervous about just the full fulfillment and keeping the community yes you have you ever thing you want to make more money but you want to keep the community small it's like yeah I want to weird I know yeah so I want I want more people to come into this but I want I want the exper I don't want the experience to be diluted we're trying to figure out ways to do this like do we do quarterly launches where I I do a quarterly planning webinar and then we

do like a 90-day cohort so that then they're in a smaller group of people and so they feel as if they're part of a small group we're thinking of splitting up in like Harry Potter houses within that so there's another a smaller group and so if we can if we can nail how do we cut this community into smaller groups that they feel that that personal connection in then this can really scale but we haven't nailed that yet so we're still in the experimenting our next cohort for this is launching like next month and so

we're going to let in a couple hundred more people and experiment with this 90-day model and just figure out how do we get this to scale without it progression over time inside of here like for your programs like they're trying to get to this level and like you is there progression in it or is it uh more circular it's so the idea the promises will help you double your productivity um and so we they do a survey at the start and a survey at the end and like actually we're actually pretty close to doubling people's

productivities just doubling uh in just a month which is kind of nice but it's sort of like it's it's not like it's going to take your business from 10K to 100K it's more like hey these are just generally useful habits where every day you rock up and do some deep work every week you do a weekly review and it's just a thing that keeps on going but is there stuff where like the reason I'm asking is like I I don't want to solve this problem if there's like a progression of like okay someone comes into

this and they're going to go through this and then they're going to graduate or get a certificate or something right they they've accomplished this now they're going to move to the next step and like there's there's Milestones is there Milestones that someone can progress through or is it more circular it's just like you keep it's more circular it's more like uh CrossFit like exercise classes yes you could go to the I mean ultimately fundamentally you keep showing up to the exercise classes yeah to stain shape okay and that sort of idea but for productivity gotcha

okay there's probably some version cuz my biggest fear on this one for you is like uh my I've noticed with people if there's a subconscious block to Growing something they won't grow it and so like right now you have a subconscious block because you don't want to mess up the community and so for you to go from 500 to 5,000 members would not be hard technically subconsciously you're going to fight it because you're like H you know what I mean interesting so yeah usually it's it's almost always psychology that keeps people back it's very rarely

tactics okay um so that the thing is like I think if you can fix that problem then that one will open up y so like the way again I don't know the answer but like we're doing this right now certification program because we had the same thing where people were coming in and Austin it was s throughout the year so you come in you have someone who's been going through the program they're great funnel Builder doing all sorts of stuff but then the problem is like brand new person comes in and they're asking questions and

the person who's been doing this for a year and a half is like annoyed by this whole thing and so way were restructuring ours and it's really really cool but it it's based on there's there's um modules and Milestones right so I look at a timeline here where it's like you come in and then this is the first M so in our world it's like you make your first first 10K as a funnel builder then the the next mous there's 50k and there's 100K and then there's a million right so there's these goals are moving

towards and inside there there's these little badges people have to do to get the next goal nice um and what's cool about this is we have a process where it's like when you first come in you have you have um you as like the you know or me like the guru teaching but then internally there's there's mentors so people who are past the 10,000 Mark they're like part of their role to get to here is like to become mentors they're coming in and instead of being annoyed like oh this person's be they're like hey I'm

I'm a mentor so they help get somebody to the spot and as soon as you get to the spot then you get the new mentors who have been here then you also become a mentee for people behind you so now there's like they're always they're cool they're moving towards but also pulling back and then what's cool is then then can keep dumping people in here and they're going through this and when someone's on a call or question you're like oh well I'm on I'm on level three right now I'm level four then they know exactly

where they're at and then you or the people know how to help them like oh I was stuck level three too the biggest problem is you you got to figure out how to do blah you know it helps move progression so this gives you the ability where you could have 5,000 people and it doesn't get overwhelming the community if you can figure out some version of this for years I don't know exactly what it look like but nice that's until you're pumped about getting 5,000 people in there it's GNA be hard for you to get

more than that you know what I mean yeah because right now if we 10x it overnight I'd be like oh my uh oh yeah you your my your subconscious mind will will definitely burn that to the ground before it let you get there okay interesting yeah yeah so once we nail yeah nice something like this Milestone small group experience something like that at the point where I feel like hell yeah we can scale this to 5,000 then it becomes a lot easier to do yeah cuz it's not it's yeah there's always like it's either a

math problem or a drama problem and like the ma ma problem a math problem or a drama problem the math problem is solve with like okay we just create a funnel Drive some M you know that's easy the drama problems it's not real but it's it's in our heads and that'll sabotage us solving the math problem because we're like ah you know what I mean so so that'd be like solve that then we can talk about the funnels there this one I feel like this seemed like it's all in place where like if you went

to 200 a week you wouldn't stress out no I would love that yeah you'd be fine so this is the easier one to solve right now because it's just math problem versus this is a drama problem interesting that's fun I'm going to label this this is great I have never heard of this framing of it before but that's cool so this is math and this is drama solve the drama and we'll do the math that'll be easy yeah I got it from Brook Castillo who's like the greatest life coach of all time she came to

our audience and started talking about like it's either math or drama and it was funny because we did a whole Q&A and people stuck and and every time they come at okay before I answer this this math problem drama problem like it's drama like he let's just solve that because it's not it's not real it's just it's psychology versus like actually solving that's really really good so okay then going back like K it's math problem we got to solve is just this because everything else is all you got to raise this to like 15K or

something but that's the biggest thing is like this is the bottleneck that if you fix that if you're getting 20 30 a week organically off of 0.4% conversion rate y um yeah you if you fix this piece that becomes 200 weeks not hard because you're going to still get the organic and then it gives you ability to turn on ads yeah um so wish I could see this page so this page right now I'm assuming you're saying it's yeah it's like really video sales letter of you selling it uh yep and then long form how

long how long is the page you think like tens of thousands of words this episode of Deep dive is very kindly sponsored by wab which stands for you need a budget now for many people money is a cause of guilt and anxiety you're never entirely sure where all your money goes and you're left feeling guilty about purchases big or small money is often associated with restriction fear and uncertainty but your money is an extension of you in many ways and it's obviously not ideal to feel so bad about it now wab is an app that's

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what areas the heat map are like more so okay cool uh some of the testimonials are outdated some of the graphs the growth graphs that we have are outdated so there basic things that we can do to like tweak that yeah so the bigger thing is that I I'm sure ways you optimize this usually optimization you're go from 04 to like 6 or something so it's not like radical shift um the radical shift is like Shifting The Funnel the way you're you're actually selling it because selling it selling a thousand offer through a video sales

in a long form page is like uh a less um it's a tool but it's not the most effective tool oh okay what I mean so Shifting the tools how you do like for me to sell $ th000 course there's two tools that are like the best in the world to sell th000 course and one is a webinar one's a challenge so it's Shifting the tool cool cuz on on a webinar if you get if you get people on a webinar and they watch the presentation y if you're like if you do a good webinar

10% people who come to the webinar will buy so it's just it changes the math of it all right and are we talking like live or are we talking about fake live or we the very first time is live and I do it live a few times till you master the pitch and then you transition so for example I launch clickfunnels um the very first um so we we tried six different times to launch clickfunnels and I was trying sales letter I was trying I was shying the wrong the tools that work but not well

and I was trying thing the thing and then um uh like four or five months in clickfunnels I got asked to speak at an event and all the old versions I was selling just like a trial like sign for a trial and it was costing us like two 300 bucks to get someone sign for a trial it was just like it was it was it wasn't working right yeah so my friend's like hey come speak in my event I want you to speak and then at the end of your presentation I want you to sell

clickfunnels I was like nobody's buying clickfunnels he's like well make a thousand version that you can like you can bundle it together and then make it make an offer so smoke is event did the did the webinar and um and in a room of 300 people we signed up like hundred and something people like just I was just like oh my gosh this is amazing um so I did the webinar so I did you know it wasn't webinars it was on stage but I I did the presentation and it it crushed yeah and it was

interesting is uh when I was leaving the hotel to to go fly home uh I was in a Lobby and there was this lady around to me she's like oh your presentation was awesome she like the problem is like I'm a coach and so I can't use clickfunnels I was like what do you mean and she's like well during your presentation you showed how how you use funnels to build supplement company but I'm I don't have a supplement company I'm a coach I can't use clickfunnels and I was like I have coaching funnels too like

you have no like this works for coaches and she's like are you serious and she had no idea so she ran back into the event room it was still going on another day and she grabbed one of her friends they grabbed order forms they came out both of them hand me an order for like we had no idea this would work for for coaches I thought it was just for supplement people I was like oh my gosh like I didn't I need to mention the fact so on the flight home I take my my my

presentation and I add it in like a like two or three slides like hey if you're a coach this is how it works and if you're a you know if you're this is how it works so I can they tweaked the webinar a little bit so then uh when I got back home uh I started lining up webinars to to start doing more of these webinars yeah and uh I remember the very first day back I had two webinars lined up so I did a webinar in the morning I think I had like 600 people

register for it did the webinar and we did like $330,000 in sales off the webinar which was not bad I was like this is pretty good but then um before the next webinar happened I had another webinar that night that had about the same amount of people registered and my um uh my business partner Todd he went he went and he exported all the questions from the first webinar and he was like hey just you know a minute 12 everyone's asking this question they confused I was like oh I looked at my slides I'm like

oh I can so I just resolved that like I add it right then he's like over here they were confused so like we found all the sticking spots and so I found all those things we uh in the offer they were confused about the offer so we tweaked that a little bit we changed some stuff yeah and then I did a webinar same siiz audience and that time we did over $100,000 in sales I was like dang so then after that then Todd exported the the questions again we did that 70 times 70 webinars and

over to the point where it got so good like I can do the webinar by memory now um but like every concern before it came up I was able to resolve it like if you watched it was just like you had to buy um and so longterm definitely Evergreen it but shortterm like you got to do it at least three or four times to go through that process of just figure out what the things are yeah because the first time you never know until but the audience will tell you exactly like where they're confused like

people are yeah so for me like that's what I would do first I would like I let's make let's create a webinar it's selling thousand course let's do a live one to your audience yep we test it in fact I I literally did this right now to uh last week I did a new uh I bought sales funnel. comom so we did a webinar there with 10,000 people register did the webinar found the mistakes tweaked it all and then that was last Thursday so today I'm doing it again uh we got four 4500 people registered

for today I'm going do it again and we tweak it again and I'll do that three or four times and then now this then we'll have the Evergreen version then we'll turn it on and then we'll have 30 40,000 people want to watch that webinar for the next two or three years we keep driving traffic and it's just crushing thousands sales so the ads are getting people to the webinar and then you're just sort of measuring the effectiveness of Y and that's figured out your and you figure out okay it's going to cost me you

know $10 to get some register webinar from there we get 30% show up rate 30% show up rate we get 10% to buy and the fall sequence usually will double the sales and so you just look at the math on that and say okay cool right now we spend $10,000 a week and we make $330,000 so then you start then go to 10, $100,000 week make 300,000 go to a million a week you just just ramping up the the equation just like a slot machine at that point like put money in you get it back

out Dam but that's the magic for this like that's the best way to sell this is is creating a webinar and doing it three or four times once you're an audience once some cold ads traffic and the perfect it and then now you Evergreen it and then moving forward like that thing's just selling for you 24 hours a day seven days a week dude that's sick can I do webinars on clickfunnels 100% sick yes per you better even click funnels they don't work anywhere else okay talk to me about challenge how does how does challenge

work so challenges are very similar to webinars um webinars like traditionally it's like a 90-minute presentation so everything coming register not even a presentation you make an offer make this offer at the end of it and then there's a whole follow-up sequence and all that stuff challenges like traditionally people do a three-day challenge or a five-day challenge it's the same script as the webinar but it's broken instead of um like you look my webinar script it's basically this is the clock so this is this is an hour so I'm going to do I break it

down into four quarters like there's four things you teach during the webinar to uh break false beliefs to get them to want to buy and then the second half um going to do 30 minutes which is like your your your pitch right yeah and so it's a 90minut it's a 90-minute presentation with the challenge it's the same the same structure it's broken up by day so like day number one you do basically this part and this part day number two you're doing this part day number three you do this and day number four is this

it's this kind of broken up longer form so it's nice for like Educators because you get you get to teach like here I'm 15 minutes talk about this you got an hour or hour and a half you more teaching time yeah you get more time in front of people the challenges were great the only downside of challenges is like I don't know doing a fay challenge five or six times to perfect it is a lot of work um and it's harder to ever green a challenge is because it's there's more breakoff points right like there's

people register and people show up to day one but not day two and then day two not dat you know like there's more breakage points yeah whereas here I try to get I try to Max so I'm I'm a webinar guy I love webinars because I can maximize how people showing up and selling and I can I can control this and tweak this a lot easier than than a challenge um but we have people in our community who just kill challenges like so they're both they're both good tools it just kind of depends on nice

the style you like better you know that's very interesting and if we turn this into a 1K for 12 months type offer where you get access to the community as well and events and stuff say same thing like webinar is better to sell a 1K prod 100% yeah that price point like yeah selling A1 th000 offer off of off of just a straight sales page is very hard like one of the hardest so 0.4% is not bad on $1,000 offer like like that's not bad at all okay cool that's useful yeah cuz on this one

is like 20% because it's $1 product and I'm like 0.4% like I heard industry average was 1% surely you can double it you know that offer though but then the other thing is like what's cool someone register for webinar they go through so if you look at my webinar sequence so the way I do it is we start the sequence over every week so there's a there's Monday Tuesday Wednesday Thursday Friday Saturday Sunday and so this is the sequence right so we do is we buy ads Monday Tuesday Wednesday and half a day Thursday and

then Thursday I usually perform my webinar it doesn't have to be Thursday can be Wednesday like for me for my audience my time I figur I found that's been like the best time for me um and then that's done and then what happens on Friday then you give them a replay uh Saturday then then what I try to is I try to think about different modalities right everyone everyone consumes things different way some people like watch YouTube videos like podcast some people like to read so I'm trying to give them different modalities because some people

are going to show up live some people will never show up live right so you might get 20 to 30% who actually show up live that mean 70% didn't right so then I'm I'm targeting those other 70% like get them to watch a replay cuz like they want it they just want it on their their time schedule right so then they have a day or so to kind of to go through and like watch it here on Friday then Saturday I start shifting okay what are the modalities I'm like oh um what the way we

position is like uh those who didn't have time to actually watch the webinar I got a cliff notes version of webinar you can actually read the whole thing and I'll send them to this page right here so this becomes like this is the cliff notes of the webinar so they can watch the shorter video read it all and so what happens is you start picking up a lot of people here but most of them already went through the sequence so the conversions will go up no matter what because there's so much pre- framing that happen

here and here then you get people to read us the different modality people who buy here and then usually um Saturday and Sunday this is where we try to bring in uh urgency um Sunday then even Monday and so what happens here is then um we have urgency and scarcity so basically it's like this campaign shuts down Monday at midnight yeah and so you got to Monday to decide to go in so it goes down there in the Monday at midnight the offer closes down for everyone in this cohort Y and so if they click

on the links after midnight it redirects them back to the registration page they go re-register but it starts the whole sequence over but it it it does close out they can't buy anymore and then Monday we start back over new ads New funnel start driving traffic and then just keep it going through bloody hell and so can people then buy this evergreen or oh okay so they can but also but but but it's it because people always say like why do you close it on the C if they can still buy it I'm like they

they can like it closes down like this SE like the sequence closes down and the off for disappears like you can't buy through this funnel if they want to go they can go find this page they could buy it or they can go re-register and go through the whole sequence again but it's legitimate urgency and scarcity that we close this down at midnight where it's like you can't you can't can't buy it so that's what happened last two weeks or last week we did the web 10,000 people register as soon as as soon as Thursday

started we turned off uh we turned off the registration page for the next week boom and so what's been happening is last week Thursday Friday Saturday Sunday Monday like people are still registering from the ad so we had 4,000 people line up for today and then we'll hit that one and so today they'll flip the new registration page it just keeps rolling and keeps rolling and wow that's so cool yeah and then do you connect these up to your CRM through clickfunnels and stuff as well yeah clickfunnels is a CRM so it's all everything clickfunnels

yeah nice yeah that's so cool and that's kind of it and then I I said you can still do YouTube videos and like push to like hey go watch my web class about whatever yeah um which is great but that's kind of a nice pitch because it's like a free thing and they're getting yeah and then from ad standpoint like recting ads uh webinars on ads is the best the best way we do it like we can of all the things we drive traffic to the thing that's most profitable to paid ads or webinars because

we're making more money back here right but also we get so many leads coming in yeah because yeah damn and the other thing you can do is that that also is like this right here so when someone registers for the webinar on the thank you page you hey by the way go my dollar thing so you'll start selling tons of these too yeah just by having in the signup flow okay question yeah should we um have a $300 midpoint between these two things cuz we're thinking of making this ,000 a year as like a thingy

with like all of the stuff or like a lighter version of like the YouTuber operating system for 300 as a self-paced course yes if I if I say yes but where you position it in your sequences key like you still want like this would be still be the thing i' saw in the webinar because it's got the highest price point easiest for you make money back and be profitable and then um what we typically do after the campaign closes down for them and you know Monday midnight closes down then um Dean graio see Tony Robbins

do this the best they called the no customer Left Behind campaign so when Tony and Dean do the big launches and they close it down uh a week later they messag everyone like hey hope you enjoyed the challenge or the webinar if you did enjoy it you if you signed up congratulations excited work you if you didn't we don't want to leave anyone behind we want everyone to leave with something and so they have this uh other offer so uh the offer they put out called it's Tony Robbins in circle.com it's like 100 bucks a

month and you get a Tony Robbins lucky hat hat and you get whatever it's 100 bucks a month and they send everyone to that after the sequence is over and they do like I can't they do like $8 or9 million a year off of this this offer that's like on the backside of it so what I would do is after you've gone through this You' done your best case try and get this then when the campaign ended I'd come back say hey for those who weren't able to get started we have this really cool thing

maybe you could afford it this is something to get you started and get you blah BL so that's where I would I would position that in the sequence so that's how I when it comes to ads but like let's say if someone if an organic lead from YouTube were to go to youber academy.com or whatever would you show that hey we've got 300 we've got th000 we've got apply now like in your description you mean like no just like like on the on the page on the like if you go on YouTuber academy.com hey welcome

to YouTuber Academy we have these three things for you we've got a 300 thing we've got a thing we got a 5k thing is that like I think that's fine for organic but in the paid world no one never sees that you they only they see theel they see what you point into so yeah I wouldn't have any problem with that somewhere else but again I'm not as good organically so none of my people would ever see that if they yeah Fair it' be hard for him to find it like but yeah this is the

thing so like even even with like Brendan's stuff like I signed for for his experts Academy through an ad and I was trying to find it on Google I was like why why does he make it so hard to for me to pay money to him because I'm trying to recommend it to people I'm like I literally can't find the url but yeah that's why yeah that's the one we want to be control control the buying situation right because you think about like socially of all this chaos all these people it's like for me it's

like okay take chaos or ads whatever it's like I need to move them to a spot where I'm controlling the conversation Y and that's cool about the funnels gives you the ability to like slow things down and take them through the logical sequence of events you need to be able to make the argument why then you buy your thing and and all that kind of stuff okay I always struggle with this so yakob who's our head of marketing will often he's been pushing me to do webinars for ages and he'll make the slides and then

when it comes to the sales bit at the end I like Blitz through it and I like my energy towards it it's very like uh yeah but you don't need to buy the thing it's all good and he's like tearing he's like bro what what is you doing you're such a Content developer you don't want to sell like no yeah any any tips yeah um that's really funny yeah a lot of people struggle with that um I me there's two things there's the there's the math and the drama which one do you want I think

it's the Dr here's the drama the drama is people feel uncomfortable selling yeah because they feel like they're doing something wrong or they're they're like I'm doing this to you yeah which is like what keeps people they so um especially people really good content developers is like they've been giving so much content for free forever as soon they're asking specifically for you to do something it feels awkward yeah um so the big thing is just I think really understanding that like at least my my belief and what I've experienced like if people don't pay and

they don't pay attention like they get free stuff and they they feel good but then the people who actually do something it's you know it's like a funnel like the number of people actually do something it's smaller or smaller like the people in my world have had the most success are also surprising as people who invested the most amount of money because they pay they pay attention they keep showing up and so I realized for me it's like I have all these people I'm serving and I love these people I care about I want to

be successful but if I actually want them to be successful I have to convince them to make an investment themselves to get them off the sidelines and into the game right so that's the that's the thing so like when I believe that and it's not just like lip service but like I subconsciously believe like if I don't convince this person to to buy then I can't actually help them then it shifts everything like I'm speaking at stage I'm selling I literally pray before I go out there like please help me to have the ability to

convince these people so I can get them so I actually them be successful like I can't do it just by giving them free stuff because they're not going to commit it's like I need to get them to do something so this is so for me it's like it's no longer hard for me to sell because it's like it's much as I love and care of these people only way I'm actually going to be able to get them to do the shifts they need is I have to get them to to invest themselves they won't so

that's the biggest problem that's the drama it's like you got to convince yourself with that and then the math is just like here's how we structure the we have to structure you know what I mean yeah um does Hees does your does your guy does he do his his uh his pitch side similar how I do mind like stacking stuff like that um so the biggest thing is like the people I've seen have been uncomfortable with it it's the ones who are trying to like to be me or they're trying to um uh like there's

a way to make it your own that's not me right like I have my method and so lot of people like try do my way and like I feel so uncomfortable like yeah well you're not me like like the psychology is there the psychology is like um you're making them offers and you're making an offer right and there's there's value to each thing and um if if I show you like when I was like trying to learn how to speak from stage I went to every I went for four or five years I was going

to two or three events uh a month just like watch people speak and how they were selling and like what most people would do I think we've transitioned a lot like in the last couple years what most people do is they would like they would talk about what they have to offer right they're like the first thing you're get is this and then you're G get this and it's like they share like this is the thing that they have that's worth like $10,000 and then this is the bonus that's worth $1,000 this is my bonus

worth you know $50 and then this and they get they get down to like usually the last bonus is like the worst one right and then from there like so the price you know it's worth it's worth $5,000 but I'm only going to charge you $1,000 right but the problem is the human mind you probably know this better than I do but the human mind only remembers the last thing that was told right especially in the moment so right I hear I'm telling you that there's a $5,000 offer and um and but all you remember

like but that bonus you gave me is not worth $5,000 and also you have this internal conflict I'm like you for $1,000 like but this a s worth $1,000 like they forg about the thing right so the way the stack works again I do it more more salesman style because that's my my style but if you understand the psychology the psychology is like if you're making an offer right the first thing you got to do is like here's here's the first component of the offer and you explain it you talk about you shows why it's

why why it's awesome and then what we do is create a stack slide to show like so the first thing you're going get is this and here's the value associated with it right so that's how much it's worth then you're going to introduce the next thing right you talk about that and then you come back and then you have to stack it so you show the next thing is like so what that means is you're going to get this thing plus this thing if you add those two things together this is the value of it

then you introduce the third thing so on so forth and the end of is you come back and like then you have all of the things they going to get in the offer and this is where introduce like whatever the its value is they associate with this not this so that's a psychology you can do it in a way that's less Russell Brunson use car salesman pitchman whatever you want to call me right you can do like the Alli version which could be different it could be as simple as like not even using slides you

could like print out a of the course like this is the first thing you're it's going to be amazing this like I'm going to put it right here and this is the course I sell for $1,000 then this is the next thing like you know you can figure out your version it's just a psychology of like of helping them see so that when they see everything they're going to get that the that the price the the price differenti makes sense that way when you drop the price it's like oh this actually is a really good

value you know what I mean yes I've seen people do it I've seen people who have like who've done it they write out the things on a whiteboard and they cover the tape and they just pull it off oh this what it's going to be I've seen other people who don't do slides at all they're just explaining it yeah they explain the parts and they show pictures of it and they you know is so just figure out a way that you feel comfortable cuz you're just going to your friend and like saying like this is

the cool like let me show you all the cool things I'm G to give you for a thousand bucks and then you think about that way hopefully yeah like if I had someone looking over my shoulder and being like hey what's in the course I'd be so I'd be like there's this and there's this and there's our camera confidence course bundled in and also there's our creativepreneur course bundle in but for some reason when it's on a webinar with slides which I guess slides that someone else has made so maybe I yeah hearing you say

have to do slides I I teach like I'm a slide guy so I do slides Dean graos if you watch him Dean's got one slide and it's this one he does the entire thing teaching serving doing his way he does stuff and the very end he's like here's my slide and so it doesn't have to be again think the psychology it's like taking the the the structure and psychology of it then making a version that's your own especially like your people are coming off YouTube like they're used to seeing you in a very s light

like I would do it at your desk I'd have you know like make it look feel like a Youtube video um and just make it feel your style don't do style do your style yes nice yeah I think in my mind I I had to copy you cuz I've seen you do this on YouTube a bunch of times and I'm like that feels weird but you saying that oh I can just do it my own way suddenly makes oh yeah I can do it my own way like yeah I think I'm more the dean style

than the U style it's like great like I've seen his him do it as well and it comes across as very nice yeah it's like so friendly nice see for me it's like I I do it my way for a couple reasons it's like when you teach um when you teach you know it's like if I'm teaching for whiteb like I'm freestyle I'm going I'm trying to sell like I don't freestyle because I have there's very certain things I need to do so for me to remember where I'm going it's it's all slide driven yeah

um so for me it's like the slides help me to remember the story and the thing and where I'm going so that's why I do it that way yeah um some people don't need that or some people have their own style you know like we talked earlier about YouTube you got your three things like you know here's the three I to cover just follow that that process and make it your own you know that is very cool um okay next question yeah this is absolutely sick by the way thank you um one thing that so

we had a great chat with Ryan Dice and one one thing we were talking about is you know I was saying this thing around you know we want to try and dissociate business revenue from me showing up to make YouTube videos the problem is sort of right now our entire company is oh whoops it sort of like um you know company and they're sort of like the content team and then they're sort of like the commercial team which has these two courses the YouTube course and the productivity course and we're sort of doing some software

stuff on the side but we don't need to talk too much about that um what what Ryan suggested was that think of sort of YouTuber Academy and productivity lab as like almost separate entities with Ali ofal media as like your content arm so that means the team for alel media can just be focused on creating content and growing the email list and driving book sales great nice and easy YouTuber Academy team would have a head of growth and a head of product and they can you know Al media can drive leads to this and drive

leads to productivity lab but actually these guys are now trying to get their own like paid ads and stuff and having a dedicated head of growth for this thing which is kind of kind of 2 million a year trying to grow to five and then this is probably going to do like 1 million this year and we're trying to grow it to five this would also need a head of growth and a head of product and so then Ali abdal becomes just one of the lead gen channels for each of these two different products and

by separating them out into their own mini business mini companies with their own like quick funnels account their own like CRM their own like landing pages or whatever it means that these then become more salable assets whereas no one's ever going to buy iell media what's I would buy it but you know just kidding yeah what's your take on this approach of like separating out the different products into different as sort of websites assets I agree with that mine structur is very similar because I got I've got Russell Brunson I hav call Russ media but

it's like there's me doing the stuff I'm doing right and then we've got like the clickfunnel company we have uh the Russell Brunson I call marketing secrets with all my info product businesses then I've got like Dan Kennedy's business we bought I got secret success with my personal own business and each of those has their own team of like an integrator operator who's running it um and things like that um then we have like one you know just like you have like one content team we have one ads team who who are working across all

of them though that would make sense it would make sense for ads to be like a shared service across the business yeah like media buying and stuff like other HR all shared but as far as like you're it's like there not someone focusing on the business and the growth it'll just atrophy die return yeah cuz we have like one marketing guy who was previously trying to grow like all the things and it just like split Focus yeah similarly with fan for social media when our social media person is trying to grow all the platforms they

grow at a tiny rate when she focuses on just one thing it grows massively yeah sort of like yeah the focus thing I keep on seeing this so many so often in business that I just I always forget it's a thing yeah for sure um speaking a little bit philosophically one drama thing I often run into is uh this is a good distinction math and drama a drama thing I often run into is do I even need to grow the business at 10 million like what's the point I've got enough money like uh am I

just being like a capitalist Pig greedy blah blah blah like and then part of me is like no like I enjoy the game of Entrepreneurship this is fun I love talking about this that's so cool I'm looking forward to like diving in and like thinking about these funnels and things do you do you get this sort of drama with people that you coach and talk to yeah it's different cultures too you think about in America is probably different culture than Europe right oh yeah I think you guys struggle with that more than here we here

it's like Cutthroat like you know we're capitalist like that's that's the American culture but overseas other places we work with clients is definitely it's definitely harder I think sometimes yeah um but I think for me it all comes down to like the motives of it right like if this is your game if you're you know if you're an athlete like you want to be the best athlete in the world right that's you know you you there's people who go on a team that are there but like they're not trying but like you think about this

with if if your sport is entrepreneurship business and you're an athlete on the team like what's the point if you're not trying to do something you know like yes I have enough money Michael Jordan's like yes he won he won a championship but like but but what else you can do with your life right it's like I feel like we're on this you know the time we're here on Earth is it's a short period of time obviously but at the same time it's like there's not a lot to do it's like I spend my wife

my kids and there's like there's still like eight hours a day to like do something like I can watch Netflix or I can like create something of value that doesn't that like fuels me but it also like changes people's lives like yeah I think when you at least for me when I started transitioning it less to like I got to make $10 million to like if I make $1 million the amount of people I'm going to be aable to effect is double like that that fires me up even more so just realizing that part of

it and then you start seeing the ripple effect of that right like we launched clickfunnels that was one of the cool things is like initially it was like a vehicle and tool for me and my business part talk to make money and then we started seeing people having success like whoa those guys are making money it became more exciting like look how much money these guys are making and then the obsession became like helping them and then what's cool is like then these people who are all small entrepreneur they start hiring teams and people and

like I remember one time we did an audit we tried to figure out uh just of clickfunnels active users how many employees each person had was like on average like 2.5 so like that's that's 250,000 employees that have jobs because of the clickfun ecosystem right and then we start thinking about I start looking at each individual entrepreneur like uh like cayin Poland launched lady boss and they had like 1.5 million women on the email list who were following them they had like 100,000 active customers who bought their products who lost weight I was like that

one entrepreneur that affected you know 100,000 plus people and he started looking at the ripple effect how starts going and then for me like that's what fires me up more than the 10 million it's like like how many lives are changed because you did this thing like that's the the more exciting thing right and this actually I'm going to I'm going to cave out this because this is comes back to question you asked like an hour ago but like the ads like how you create ads long term but like if you start shifting if you

start looking at this differently like the the um the first level of ads people have is like them telling this story like hey I'm ol I'm successful you want be successful go go watch my webinar right which is a which is good but then what's what's better is when you come down and and you talk about or your customer stories like this is a much better story and it's much better ad like having this person come on be like I went through Ali's course and blah blah blah and changed my life it was amazing like

you guys want to check it out too boom like that ad will outcon convert you doing the ad right and you have tons of these people all tell like every time you give someone a success story you capture them telling the story and that becomes the ad which fuels the thing like we talking about you have like 30 whatever uh Alex told you 30 ads a month or whatever like they doesn't have to be you doing 30 ads like get 30 people success stories and those people each create three ads now you got ads for

next 90 days right so it's like looking at that like there there's like the the the first tier which is most entrepreneurs focus on themselves and then the second tier which most people never get to is like the focus of the customers and then that becomes the success stories that drive the business to the next level and Beyond so anyway it gets more it gets more fun that way because then it's like yeah we changed someone's life and he capture that so like for us when we started I started realizing this when someone would have

success and they went to Comic Club work or something like we'd fly them the boys we fly to them we um Dan ush our team uh he bought a he bought um like a camper trailer and it took like four months off and just drove around the country people's houses to capture these stories we brought them back and they became liin documentaries they became videos they ads they became like all the social assets and like hearing you know Gabe Schillinger in San Francisco who was a musician the fact that he never won a Grammy but

he's got three two comic Club Awards on the wall use selling his music beats that's way more fascinating than I sold a potato gun 25 years ago let me tell you my story you know that's that's inspiring that's fascinating and it opens up a whole new world of people it's also tough because like in our audiences like people like me or they don't like me right or they relate to me or they don't but when Kaylin Poland came and she did her whole story like she's a female entrepreneur also that brought these female entrepreneurs in

our world when I had somebody else tell the story like it brings different segments of the world in that that may not relate with me or with you or whoever it is yeah um anyway so that kind of maybe hopefully answers two questions yeah no that's great like what I'm what I'm getting from that is like actually you know in my mind I've been thinking oh the goal is the goal is 10 million because various people have said I was useful to work back from a revenue goal yeah but just changing the way the changing

the framing of it more towards um no the goal is to change more more people's lives with these products yeah and like yeah show the videos are good and show the book is good but like really the people for example going through productivity lab and some of the people who've gone through YouTuber Academy have genuinely had the lives changed and are just like raving fans now and if we could get like more of like those are the people we're serving and shifting from that I want to get to 10 million Revenue because it's fun and

more towards I want to serve more people because it's fun and just nice and just like with what I do and I need something to do to pass the time that makes it feel a lot better and probably means that I I'd be less subconsciously sabotaging myself on route to yeah and then I guess the revenue takes care you start taking these people and you start putting up on a pedestal then other people aspire to you that as well like oh my gosh like you start bringing these people on your YouTube channel they're telling their

story on YouTube channel other people like oh my gosh like if I'm successful maybe they'll have me so they start working harder like we started doing two comic Club Awards people start seeing it then they all like like I want that I want that and they all started they became more aspirational and start working harder because they wanted that thing too you know what I mean nice dude thank you so much this has been absolutely wonderful any final parting advice like we spent a couple of hours together so you have a sense of like what

my stuff is any unsolicited feedback any advice anything you would say um yeah I think the biggest thing I said we need the right webinar the right funnel to sell th000 course like you have so much traffic and eyeballs on the front end for free that I'm so jealous of and I think converting those people through three free web class will make you money but then again the ability to turn on ads I think scaling to an extra $5 million when you turn ads on is not going to be that difficult the profit margins will

shift you did I think you said earlier 60% profit margin like when you're doing paid ads you're close to probably 25 30% is more so just realizing that as you as you're doing paid ads profits shrink a little bit um but I think getting to 10 million won't be like soon you get the ads thing working you'll be able to scale pass that a lot quicker got that Mak sense like remember Heros first 20 Circle first the first call is like my go if I can make extra 20 grand a month that'll change my life

forever I was like dude I could tell by talking to like that he was you know he was going to be insanely good um I was like if we if we only make you 20 grand a month like we're we did everything wrong like same like like to get an extra $5 million in sales right now you're doing what two product launches a year and you're five million you whatever it is like you turn on every gr people can buy every day instead of twice a year like you should at least double you should at

least get 10 million yeah if you don't go aggressive with if you go aggressive with I think you get 20 30 million just by pushing it hard you know so I don't know thank you oh final question um any key hires that you think like important who to help like facilitate this should we like at the moment we're working with an ads agency but should we bring it in house we've got about 20 people on the team about 10 on the content side and about 10 on the courses side um I wonder yeah who are

some key highers to think about that's such a hard so specifically ad stuff in the short term obviously you don't want to shift your focus like let me learn how to build a paid ad scene but over the long is also tough like working through an agency because agency by definition is like you have a percentage of their focus and their time which makes it harder um because ideally if you had somebody who's inhouse longterm who's looking at all your so like all the content you're making right now looking how can I take that how

can I turn that into into paid ads right because you're doing more content than anybody right now you get so much out there like every video you put out there could turn into four different ads five you know but you need someone who's be able to see that but an agency is not gonna do that because they're going to come back and like hey we need here's six scripts if you can you know like they're going to give you that versus like someone so maybe see like somebody just an ads focused content person on your

team whose only goal is like watch what you're doing and then from there figure out what are the what are the sound bites we can turn into ads to push to the course you know and like and pulling those things out for an agency because the agency is just not going to give you the Hands-On you need but in the short term you also don't want to build an ad agency that sucks too so it maybe like having someone on your team just focusing on like I'm pulling the the that kind of stuff out um

and I I I mean honestly I would I would have some maybe you already have this person somebody who uh is in charge of the funnels like watching it optimizing it tweaking it looking at Stats looking at numbers like um yeah you know it's it's funny I went to I don't know if you know Andy y he's very sales driven I went to his office he's got 90 sales guys and two people running their funnels I was like so fasina you could my office we've got you know one sales person and like 30 people working

on the funnels cuz I funnel Focus we're optimizing conversion and numbers and stats and trying to figure those things out so having who can do that because difference in difference in getting your landing page conversion from um from 30% to 40% doesn't S that big of a deal other than that means you get 25 more 25% more people to show up to every single webinar which is insane like over over time that's extra $2 million a year by just having someone focusing on that right or focusing on getting show up rates or focusing on the

the Clos like all those little pieces it's just like that's like a little you know a little hinge that swings a huge door cuz so traffic is coming in there and sells all the back so like having someone who's just focused on the funnel and the optimization of it would be probably one that I think be really helpful for you amazing great stuff sweet man good session that was really fun all right so that's it for this week's episode of Deep dive thank you so much for watching or listening all the links and resources that

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