Funnels Won’t Fulfill You Unless You Do This First! | #Marketing - Ep. 41
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and what GMC has done for over 100. We are professional grade. Visit GMC.com to learn more. Assembled in Flint and Hamtramck, Michigan and Fort Wayne, Indiana of U.S. and globally sourced parts. Abercrombie's Vacation Shop Essentials are 25% off right now and Spotify listeners are getting an extra 15% off with code SPOTIFYAF. My summer schedule is booked up.

I need shorts, tees, and swim I can throw into a suitcase for weekend trips. Abercrombie has me covered. Take an extra 15% off with code SPOTIFYAF through June 9th, 2025. Valid in US and Canada. Exclusions apply. See details online. 25% off vacation essentials is valid in US and Canada through June 9th, 2025. Applies to select styles as indicated. Price reflects discount. What's up, everybody? It's Russell. Welcome back to the last episode for our ClickFunnels Connect events.

I hope you enjoyed the last two. The last one, what McCall shared was amazing. What Bridger shared was so cool, so powerful. And at the end of the event, I got up and I spoke for, I don't know, an hour or so on offers and shared some really cool, I think pretty powerful things. A lot of people loved it. So I hope that you enjoy this. This is the third and final episode from the ClickFunnels Connect event in Salt Lake City.

But I hope it gets you excited about running, either running an event in your hometown or attending one in your hometown. Remember, when the episode's done, go over to clickfunnelsconnect.com. There's a whole marketplace of all the different meetups that are happening around the world. We have them literally in tons of countries all happening. And I'd say go and find one in your local area. And if there's not one, then you should go throw one and make it a party and come hang out with other funnel hackers. And these are meetups. It could be two people. It could be 10 people. It could be 100. It might be at an IHOP. It might be at your hotel. It might be at your house. Who knows?

But these meetups are happening all around the world, and we want to make sure you guys participate in them because it's, first off, just a cool part of the community that you can tap into and a lot of fun. So with that said, thank you so much. Go to clickfunnelsconnect.com, and then after that, you'll have a chance to listen to my presentation about how to create your offers. Hope you enjoy it. Thanks so much. This is the Russell Brunson Show. Does this feel like a little mini funnel hacking live in the middle of the month or what? Okay.

This is the vision, you guys, where we want to do these Connect events, is give you guys a little dose of this month after month, week after week, whatever, however often you guys want to throw parties. Because I don't know about you, but I love Funnel Hacking Live once a year, but then I miss it throughout the year, and I think this is going to be a really cool way for people to connect more often, which is going to be awesome. Thank you, McCall and Bridger, for coming and speaking and serving these guys. So grateful for both you guys for showing up and serving. And yeah, this has been fun. So I'm going to talk, I don't know, another 30 minutes or so. I've got a couple things to share, and I thought it would be useful for everybody as a whole. I kept...

such a weird thing something i don't know what to talk about and so i think this is probably the most this would be probably the most beneficial for for everybody so this is kind of where i landed out after going back and forth a ton of different ideas um and then when we're done uh we'll hang out for a little bit i think the 10 or so vips that signed up for pictures we're gonna go somewhere afterwards to go get pictures somewhere so that'll happen after um and then what else what else

That's kind of the game plan. And then at the end of this, I'll show you guys one more time if you want to host a meeting, kind of what to do. But I want to spend a little time talking about what I thought would be most beneficial for most people because there's a lot of pieces of this game, right? And I love this game. I'm obsessed with it. It's funny. Somebody asked me the other day, like, first off, why I didn't sell my company four years ago. We had the opportunity. And second, like, when am I going to sell? And I was like, I'm never going to sell. Like, I love, I'm obsessed with this. And I remember Bill Von Fumetti in my Atlas group, he was like, he's like, people keep thinking that, that,

like, try to figure out what's Russell doing that makes things different? Why is he so excited all the time? Why is, and like what people don't understand is not because he's got some motivational thing or something, some secret morning routine. The reason why he does this is because he's obsessed with the game. And so I'm obsessed with this game. I love it. I think about it all day. I talk about it. Like I'm going to keep doing this until I'm in a wheelchair someday crawling around and I'll be talking about offers and funnels and it'll be insane. But, um,

And so I just love this. And I think, um, as I think about this, like the thing that a lot of people are struggling with is, um, or the thing that I'm not focusing enough on is the actual offer. So I want to talk about offers today for the next 30 minutes or so, because, um, of all the things is probably the most important, right? As much as I love funnels, a funnel with a crappy offer is not going to work. As much as I love stories, a story with a crappy offer is not going to work. Uh, webinars, like it all comes down to like this pinnacle, this thing, which is the offer, the one thing.

I've been stretching. There you go. There's my high kick. Just kidding. And so that's what I want to talk about. So a couple of things when we talk about offers, the number one thing I want to share, and this might be helpful for some of you guys, because so many people I know,

They wait because they want to put together a perfect offer and they don't want to mess it up. And so they start thinking about it and they're talking about it and they spend a week and then a month and then three months and six months and a year, then two years, then two and a half years. And they're waiting about the office. I don't want to mess up. I want to make sure it's perfect. And they keep waiting and waiting, waiting. And they came to funnel like one, two, three, four, five, six, seven, eight, nine, nine and a half. And they're like, I'm about to launch the offer about it. It's like just dog. So first thing I want you to understand is the person in every marketplace that wins is the person who makes the most offers.

Do you think there's anybody in the marketplace that makes more offers than me? Who's winning? Okay. This is the rule to understand. We're not trying to make weight to the perfect offer and then we will release it to the world and it'll be amazing, right? The way you find the perfect offers by putting out a lot of different offers. Okay. We keep thinking we're going to figure out the perfect thing, but we have to understand is that the market is going to tell you what they want. Okay. The way you win this game is the market votes with their credit card.

And for most of us, maybe not me, cause I do so many, but for most people that would keep waiting to put out the perfect offers. They keep waiting, waiting versus like put out one and it's going to fail and put another one, another one. Like as you're doing the processes, when you're gonna start figuring out what people actually want, what they don't want. Okay. Um, last one, hacking live is really cool. Um,

We had the Well Twins on stage. If you guys remember before we did the pitch and they were talking about their webinar, right? So they went through the whole, like the Prime Mover coaching program, built out the webinar, they launched it and they went and they did the first one and nobody bought their offer. And they're like, oh, that Russell Brunson's full of crap.

Just kidding. But no, it didn't work. And so what they did is they got on the phone and started calling. They're like, why didn't you guys buy? What was the reason? People are like, oh, well, we don't actually want this. If you had something like this, we would have wanted it. Oh, and so they tweaked their offer, tweaked the offer. Next one made more sales. And they called the other ones that didn't buy. Why did you not buy? And they kept going until eventually they had an offer. Now it's crushing and it's growing and scaling.

Uh, Trey Llewellyn, if any of you guys are in the e-comm, uh, track that we have, we have a one funnel way e-comm track and trade his weekly trainings on that. Um, Trey's like the king of this. When he launches a new e-comm offer, he puts it out there and then every single person who opts in doesn't buy. He literally gets on the phone and calls them. Now I'm an introvert. I would never do that. Trey's extroverted, loves, he's calling people. Why didn't you buy? What's the reason? They just tell me. And like, and, uh, if you've heard the story about the tactical flashlight, um, he launches this flashlight funnel and click funnels. It's like funnel number 11 form or something. Um,

And he puts it out there, and people aren't buying. He can't figure it out. He starts calling all the people. And one guy on the phone, he's like, why didn't you buy the flashlight? He's like, oh, I only buy things that are tactical. Shrey's like, huh. So he opens up ClickFunnels. The headline was, get your whatever flashlight. And he just added the word tactical, save. Went back, started driving traffic, and conversion went boop. And that funnel, ah, I wish I could tell. The whole, like, you can't tell income claim. Anyway, but that was like...

That funnel made more money in six weeks than most people will make in 100 lifetimes. It was insane. We watched... Because Stripe... It's a Stripe Connect account, so I can watch the stats and numbers. And we had, I don't know how many, 5,000 or 6,000 people on ClickFunnels platform when trade launches and the offers started going up. And I remember... Because me and Todd are freaking like, look how much money all of our customers are doing. And there's actually...

It would have been Snapchat. Snapchat's of me showing the click. Look, these guys are making like, you know, like you guys as a whole, you guys make like $400,000 or $500,000 a day. We're freaking out, right, showing this thing. It turns out it was like all Trey's volume. He was the only one. But it was good for me because I didn't know. And so I had so much belief. Like, oh, this is amazing. But it was all coming through this one funnel that Trey did. And he did it because he was just putting out these offers, offer after offer, and then talking to people, figuring it out, and then just change one word to tactical, and then boom, to God.

So you never know, right? And so we've got to keep putting things out there. We keep waiting. There was a guy that was in our community during the first two or three years, and he left for a couple years, and he's back right now. It's been fun watching him. But when he first came to the market, I was following him on Facebook, and he would put out a new offer almost every day, just his Facebook community. He'd put out this offer, and he'd put out another offer, and he did PR stuff. And so he's like, oh, it's some PR thing, and this other thing. And after a while, I messaged him, and I was like, every day you're like –

putting out some new offer. He's like, yeah, I'm trying to find out what's the best offer. And he kept doing that after a week or two and then finally had this offer. And he's like, that was the one. It was the way I framed it, positioned it a little bit different and it blew up. Everyone started coming to me. But he was just putting things out there and just testing the market, right? And waiting to see when the market votes with their credit card.

And so I want to give you guys, again, the freedom to put out a lot of offers, putting them out there, right? The person in every market who makes the most offers is the one who wins. Okay. And so that's number one thing I want to share. Number two, sometimes we're scared. Like, I don't put our offers out there. Like they're going to be mad at me. You're annoyed with me, right? But you have to understand an offer is the way that you change somebody's life.

That's the key. If you start taking this mental shift, an offer is not just like you trying to make money off someone. An offer is a thing that changes somebody's life. I look at my life and there were definitely a couple offers that I purchased that radically changed everything for me. The first one, my wife and I were married for a year. I was trying to make this whole internet marketing thing working. I was struggling. I had no money. She was making 9.50 an hour supporting us. I was wrestling. We're trying thing after thing. And I remember this guy named Mark Joyner created an offer. It's called the Farewell Package and it was $1,000.

which $1,000 may not seem like a lot to you guys, but as a 21-year-old newlywed wrestler without a job whose wife was making $9.50 an hour, that was everything, right? As the $1,000 offer, I'm like, I can't afford this. And I would watch him do this promotion, the campaign, and I would think about it. I would just constantly going through, I need to buy this offer. I know this is the thing that's going to change my life.

All the way up to like finally towards the end, urgency and scarcity, selling out. And I was like – and so the night before selling out, they put out this audio. It was like two- or three-hour audio of this guy Mike Chen and Mark Dreher talking about it. So I'm listening to the audio all night. I can't sleep. I'm freaking out. Like I have to have this. I still remember the feeling. I love that feeling. And I'm laying there. And so I'm late. I didn't sleep the whole night. And the next morning, Colette wakes up, and she's like, oh, what's going on? I'm like looking at her. I'm like, hey. Hey.

I need to buy this thing. She's like, how much is it? Like a thousand bucks. She's like, like put in perspective, we didn't have a thousand dollar credit limit on our credit card. Like we couldn't even like, I couldn't have, I wanted to. And she's like, okay, I trust you. I'm like, what? What?

Why would you trust me? I have no track record. Nothing's anyway. Um, so we had to call the bank, increase our credit limit, bought the thing, you know, get shipped out to me. And it was the first time I'd actually invested in myself. And that offer changed my life. Like it went from me having no business. So that was the thing that shifted me. And I've told Mark Jordan as many times since then, I'm like the, like his willingness to put out an offer and to push it and to promote it and to talk about it is the thing that shifted my life.

Forever. Like I'll be forever indebted and grateful for him because he put out that offer. And for a lot of people like, oh, he's spamming, he's scamming, he's putting, he's trying to make money off everybody. Yeah, he made money off everybody and he changed a whole bunch of people's lives on the way. Like when you shift in your mind where an offer is how you change someone's life, then it's like, I'm not scared to put these out there because I'm trying to change someone's life. So keep putting them out there. Like, like hopefully that gives you guys some, some freedom. So offers are the way you change somebody's life.

Now, this is why I want to put in perspective why offers are so important to understand and to learn and to master. There's a guy named Claude Hopkins. Any old marketing nerds in the room who know Claude Hopkins is? Okay. Like two of you guys? All right. Okay, we'll talk more Hopkins in the future. Okay. Claude Hopkins was like one of the fathers of modern day advertising or scientific advertising. Great book from way back in the day. But brilliant. So Claude Hopkins...

His job title back then, they called them scheme men. So that was their name. And the job of a scheme man is to go and actually create the most important part of the advertising piece, which is the offer. So he got paid full time just to create an offer for a company. And he got paid in 1907, he was getting paid $52,000 a year, which is the equivalent of $1.4 million a year.

So he was making $1.4 million a year, and his only job was to figure out how to structure the offer. That was it. Like, that's how valuable that piece of it is. Okay? Sometimes we're focusing so much on all these other things. They're all great. They're all an important part of the piece, but, like, the offer is the key. If you get the offer right, if you have a really good offer and crappy marketing, you make a lot of sales. You got really good marketing and crappy offer, it's way harder, right? So the offer is the key piece of it. Okay?

And so that's why it's so important for us to, I think for all of us to talk about it, to think about it, to like, to brainstorm, like whenever we're creating new offer, like that's half of the thing is us sitting from whiteboard. Like what if we did this and this and like just mapping out different ideas. And so I just want to get that more and more in the forefront of all of our minds. Just if we spend as much time on the offers, we use some of these other pieces, it'll help amplify everything that you're doing.

A couple of reasons why offers are important. Myron Golden has a really cool bit, if you've heard Myron talk about it. But he's like, you can use offers to buy anything. Instead of using cash to buy things, you use offers to buy things. So for example, a couple of years ago, Myron's like, I never, that is from him flying from Miami to Boise like five times a year for events. He's like, I never want to fly commercial again ever. And then he called me one day after like one of the times coming to an event. He's like, Russell, I am never flying commercial again. I'm like, oh yeah, I've said that before. He's like, no, I never will fly commercial again.

He's like, I'm going to fly. I'm like, you buying a private plane? He's like, no. But he's like, but from this point forward, I'll never fly commercial again. And he hasn't, right? And I was like, how are you going to do this? He's like, every time I want to go somewhere, if I want to come to one of your events, I do is I make an offer, people pay for my plane, and then we fly to the event. So how many of you guys are, do we have any Inner Circle members here? If you guys are Inner Circle and you come to Boise, I

Uh, Myron's always there and you notice he always brings this huge entourage of people. Most of our inner circle members out. Um, and he's like, Hey, I'm getting my private plane. If you want to fly with me on the private plane, uh, you each chip in 30 grand, we'll get a private plane together and we'll network and talk the whole time in the air and the whole time back.

Okay. And everybody gets excited. And so if you get on a little Myron's list, every time he's going to any event, he gets sends out an offer before every single thing. Hey, I'm going to so-and-so I'm game going over here. Uh, I'm going to Mexico. Who wants to go with me? And then he flies private and he just like has everybody else pay for the flight, creates an offer that paid for the flight and the travels there. Right. And he's like everything my life of wine. He's like, I create an offer to pay for it. Okay. Another really good story. Um, about this, um, Paul McCartney and John Lennon. Um, they, uh,

obviously the Beatles writing songs and stuff like that. And one time they were sitting down and they were trying to figure out like they wanted to build a swimming pool in their backyard or whatever, right? And Paul McCartney turns to John Lennon and says, let's write ourselves a swimming pool. And they sat down and they wrote the words, love, love me do, wrote the song, launched it, the money came and paid for the swimming pool.

How do we write ourselves a swimming pool? That's what good offers are. You create a good offer, and you put it out there, and it pays for whatever you want. First time I ever experienced this, I was newlywed. Clint and I were in our—we were married for a year and a half because we were— first year, we were in a rental, and the second year, we bought a house because I read Rich Dad Poor Dad, so we bought a duplex. Anyway, we're in the duplex. I started my business. I had a couple thousand people on my little email list at the time trying to sell stuff, and Christmas time was coming up. We had these—

So my wife's five and a half years older than me. And so when we got married, I had nothing and she had stuff. She had couches and everything. So we moved in this house and it's like all her stuff. I'm like, this is great. I don't have to be afraid of this, right? But she's had these couches for like a decade and she's like, doesn't want them. And so my business is making a little bit of money. I'm like, okay, I'm going to buy my wife new couches for Christmas. That'd be amazing. And so we went to RC Willie and new couches were like 3,600 bucks, which...

That was a lot like 30 bucks is a lot of money. Um, and so I'm like, well, I can't afford it yet. What do I need to do?

And then I was like, what if I put together an offer and put it out there and maybe I can get people to help me pay for this for my wife. And so I put together a set. I remember it was Christmas time and I called it the Grinch sale. I had a picture of the Grinch on it. The headline, it said something about the Grinch. And I created this really good offer. I was like, hey, for, I think it was $27, maybe $37, $37. It was $37. $37, you would get, it was like,

eight different products. And most of them I bought resale rights from or licensing rights or things like that. And, but I put it all together and they're all really, really good products, right? It was 37 bucks. You get all these, these things. And then in the copy, um, I wrote the reason why like this. And there's a book called, by the way, anyone, Justin, this is for you too. There's a book I'm trying to get called the reason why advertising, like I'm looking for a first edition. It's one of, anyway, I cannot find it. If anyone can find CJ should know reason why advertising. Um, anyway, the guy wrote a book about

The whole thing is like when you're advertising, you just give someone a reason why like the basic, they're more likely to buy. So in this Grinch, I'm like, here's a sale. The reason why I'm doing this is I want to buy my wife a couch. We've married now for two years. She brought the couches in the relationship. They're really old and I can't afford them, but I would love to give her a couch. This would be everything for her. And if you guys will buy this, this offer from me, I'll take the money and I will give her a couch. And then I will put a card on it with all of your names on here. It's like part of the gift that you all gave to my wife.

And so I, and I put the sales letter down. I sent an email that night to my two or 3000 personal list. And I was smart. Cause I'm a funnel, a funnel nerd. When they signed up for the offer on the next page, they could become an affiliate to promote the offer. So send the email out, go to bed, wake up the next morning, getting ready, decided to check on my stats, jump on the computer, check my stats. And we're like $8,000 in sales. I was like, what the crap? And then I go to school, come back from school, refresh my thing, like $18,000 in sales. I was like, what?

What just happened? Like, I have no idea what's happening. And he keeps going, keeps going over this little campaign. We have some over $30,000 in this little thing. And thank you.

And what's crazy is like some people bought it. And then on the thank you page, like I remember one guy, Carl, Carl Gledy at the time was like, they had the biggest list. He bought it. He's like, this is a great offer. So he came and fill it. He promoted. That's what this big spike came. And then a bunch of people saw it and they promote it. I feel start promoting. I'm like, what is happening? This offer is blowing up. Right. Um, and then I got all these letters from people who were like, um, I bought it twice because I want to make sure your wife gets the couch and dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, dah, Dah, Dah, Dah, Dah, Dah, Dah, Dah, Dah, Dah, Dah, Dah, Dah, Dah, Dah, Dah, Dah, Dah, Dah, Dah, Dah, Dah,

And so afterwards, I told my wife. Anyway, I love my wife. She's very risk adverse. And so I'm like, honey, these people on the Internet send us money. I'm buying you a couch. And she's like, is this legal? I'm like, I'm pretty sure it's legal. We'll find out. So we bought the couch. And after we got pictures of it on the couch, we sent it out to all the people. Thank you so much for helping with Christmas. And that was the first time I was like, I used an offer to pay for something. I didn't pay for that out of my own pocket.

Right. So he has heard Dan Kennedy's story. He told it the first funnel hockey. Like we had him at where he always talks about when you have something, you send the bill to the herd. That's a Dan Kennedy phrase, right? Send the bill to the herd. And so when Dan was going through, I think his second divorce, one of his members messaged him and say, Hey Dan, we're just curious. Like when the offer's coming out, Dan's like, what are you talking about? Like, well, we figured this divorce is expensive and we know you're not paying for it. So what do we got to buy from you? I think I was like, Dan's like, you're right. Hold on. He faxed him out an offer and then everybody bought it and paid for the divorce. Right.

But like, that's the power of offers. Like you get the skills that when you learn it, you guys like, that's what's amazing. Like you want to get something crazy. You can go and do it. Right. Um, okay. So I'm talking about, um, my gimp arms. I'm so sorry. Oh,

Someone asked earlier what happened. So if those don't know, so a month and a half ago, I went to a wrestling tournament. There's a wrestling tournament every year for old guys. And somehow in the tournament, I got into one of my matches. I came off and like my bicep wouldn't flex. I was like, that's really weird. Oh, well. And they called my name again. So I went to another match. That match I shot and the guy sprawled in my arm. I heard my bicycle pop. I was like,

Oh, crap. That's not good. And then luckily I flipped him over and I pinned him. I still won the match even with no arms. The ref's lifting my hand. I can't get my arm up. He's lifting my hand. I'm like, oh. I get off. I look down and I was like, oh, dear me. These do not look like arms. There's like a three-inch gap between here and here. And then I was like, well...

So my wife and kids were in Hawaii for spring break. I was like, I'll figure it out later. So we jumped on a plane. I flew to Hawaii. I'm trying to lift up my backpack. I'm like, I can't even lift this thing up. And then I'm in Hawaii and my arms look like they had elephantitis. They were just swollen up like yellow and purple. And like the whole week I was just like,

But I knew that my wife didn't want me to go wrestle. She wanted me to be on spring break with her. And so it was already this weird thing. And so as I'm flying to Hawaii, like, can't move my arms. I was like, if she knows I'm hurting even a little bit, I will never let this down. So I showed up. I was the most happy Russell on the history of the planet for a week straight. I'm like, ah. And we fly back home. And then I was like, I probably should get these looked at. So we went and got MRIs in both of them. Like, oh, yeah, the muscle.

detached from the bone on both of them. Like, oh, crap. So they basically, this one they went in first, they cut it open, they go up and they grab the bicep. And this one had some frangs, they cut it, and then they pull it down and then reattach it. They did that for two weeks. I had a thing, I had just one. I tried to get them to do both at the same time. And then the question that my wife and the doctor asked was like, well, if you have no arms, who's going to wipe? I was like...

Okay, you can do one at a time. So we did this one first. So for two weeks, I had that one. Then two weeks later, as soon as this one could move and I could do basic things, then they did this one, cut it open, went up there, grabbed it, re-sewed it. And this was on a Friday. We did a second one. And next Monday, I had inner circle. That was for four days. I was on stage in double cast, like walking around. So right now, it's good. I have two big slashes, and I can almost extend my arms, but I'm in PT, and it's really weak. So like I said, this is the time to wrestle me if you want a shot.

But I'm still, I don't need arm. I can arm wrestle. All right, funnel hackers, let's have some fun for a second. One of the hardest parts about B2B marketing isn't getting attention. It's getting the right attention. I'm sure you know what I mean. Isn't it a pain when you see the weirdest ads showing up in your feed? Ads for things you know you would never use in a million years. And you start thinking, that person is wasting so much money targeting me for a product or service I will never use.

And here's the thing. Those companies probably thought that they were marketing perfectly, but they were wasting money because they didn't get their targeting right. And that's why LinkedIn ads is such a game changer. LinkedIn isn't your everyday social platform. This is where over 1 billion professionals, people who are already thinking about business are hanging out and their targeting options are unreal.

You can target by job title, industry, company size, role, skills, revenue level, seniority, literally laser focus to the decision makers who can actually buy what you're selling. It's like having a magic filter for your perfect customer. And if you're serious about growing your business and you don't want to keep paying to show people ads who will never buy, then you have to get on LinkedIn. Here's the best part. LinkedIn will even give you $100 credit on your next campaign so you can try it yourself.

Just go to linkedin.com slash clicks. That's linkedin.com slash C-L-I-C-K-S. Terms and conditions apply only on LinkedIn ads.

What's up, everybody? Russell Brunson here. I've got something really cool to share with you today that I think is going to speak directly to that fire inside of you. You know, as entrepreneurs, taking risk isn't just part of the journey. It is the journey. It's built into our DNA. We've all had those moments where an idea hits you out of nowhere and your gut is screaming, go for it. And your brain is like, wait, are we really going to do this? That tension between the bold vision and total fear, that exact leap is what this new podcast season is all about. It's called The

This is small business, and lately I've been hooked. Seriously, the host, Andrea Marquez, takes you behind the scenes with real founders, people who don't just dip their toe in the water. They cannonballed into the unknown and figured it out midair. And yeah, sometimes they crashed, but other times they absolutely soared.

What I love about the show is how raw and unfiltered it is. These aren't sugar-coated startup stories. These are moments of panic and pivot and hustle and breakthrough. And every single episode is loaded with lessons that you can actually apply to your own journey. There's one episode where the founder was literally days away from walking away. But instead of folding, they made one bold move, and that move ended up being the game changer. That's the stuff that lights me up. It's like getting a front row seat to the kind of decisions that define people's legacies.

If you're constantly on the hunt for that new edge, whether it's a mindset shift, a new strategy, or just the spark of inspiration to take your next big step, you've got to check this out. So go follow This Is Small Business on Apple Podcasts, Spotify, or wherever you listen. This is the kind of inspiration that reminds you why you started and helps you figure out what's next. Don't miss it. Okay, ADD Russell, I don't even know where we were at. Oh, I know, I know, I know. Okay, I started this. So there's three types of offers, okay? The first type of offer is,

It's what's called repair. And if you look at like advertising, marketing, business history throughout time, like back in the early 1900s, this was the only kind of

of offer people can make, right? Because most people like us couldn't go and build brands. There was like Sears and like the big companies who build refrigerators and car companies and stuff like they were external from us entrepreneurs, right? They build these things. And so when entrepreneurs came into the scene, like the way entrepreneurs typically would make money is that they could come, they could repair something, right? Oh, your fridge is broken. I'm starting a business. I will fix your thing, right? So it's repair. A lot of people are in repair businesses now, right? Repair, you think about it's like someone has a car, right?

and something's broken, I'm just going to fix it, right? You think about therapy as a repair business, right? Marriage is not doing well, we're going to fix it, right? It's a fixing. So this is like one tier of offers. Repair is good. Traditionally, though, there's not as much money in repair, but it's the way a lot of people live. To this day, that's still the way a lot of people make money, okay? Second type of offer is called improvement, okay? Okay.

So this is where the whole, like when I was in college and high school and stuff, learning about business and entrepreneurship, they'd always talk about, okay, what your job to do as an entrepreneur is you find someone that's got something good, a mousetrap, and then you build a better mousetrap, right? That's improvement. This is where 90% of people's offers land is here. And this is good. It's better than repair. Improvement's better. So repair is like your car's broken. I'm going to fix the engine. Okay. Improvement's like that car sucks. Here's a better car.

right? You're changing somebody's vehicle, right? Repair and then improvement. You can usually tell that your offer is an improvement offer if the letters ER are somewhere in how you describe it. Like, it's kind of like this, but better. It's kind of like this, but faster. It's kind of like this, but like ER, ER, you're using as an improvement offer. Okay, improvement offers are good. Again, most people, this is where they live at. Most people in my world, marketing educators are teaching people literally this. Like,

I go through their courses and they're just teaching people how to make improvement offers. I'm like, "Ah, that's good, but there's something better." And there's a time and a place in everyone's value ladder where improvement offers are what you do. The positive thing about improvement offers is they're easier to make because it's just like, "Oh, mine's better than this. It's just like this, but way better." The downside of improvement offers is for somebody to take an improvement offer, they usually have to admit that they failed at something. There's a lot of personal thing where it's like, "Ah, I failed at this, but this one's supposed to be better, so I'll try that instead."

it's harder. Also, this is based off of, um, like people, um, people have desires to change. Um, but most people, like I think about like the,

Like the people in my world that aren't like in this world, this world, like you guys are all weird. We're all freaks here. But in like the normal humans, right? Most people don't actually want to improve. They say that, but most people don't actually want to. If you look at my business, usually we're bringing people in on the third one. And then, but my backend, like my coaching programs, inner circle, Atlas are people who'd want to improve. Like those are improvement offers on the backside of my value ladder. But the front side of my value ladder to make it more efficient, more effective and get more people in is the third type of

which is new opportunities. And this is by far the best. So if this is your car's broken, I'm going to fix the engine. This is your car sucks. I'm going to get a different engine. New opportunities. Like why would you drive somewhere? Let's fly. I got a plane, right? It's a new opportunity. It's something completely different. It's not in the same genre of classes. Like this is different. This is better. This is a better, faster way to get the thing you want. Right? And so that's the way. So any offer you create, you're just going to fit somewhere in one of these things. And you probably have offers that are going to be different ones, right? And again, like, um,

Like ClickFunnels, when we first launched ClickFunnels initially a decade ago, it was a new opportunity. Okay. And today's market scape is no longer a new opportunity. So ClickFunnels, when we position now, is an improvement offer. Because a lot of things we improved, this is how it's better in our site. Right. There are solutions to repair. A lot of people who are agencies, right? Your funnel sucks. I'm going to fix your funnel. I'm going to do repair. I'm going to do conversion. I'm going to do like, there are repair offers as well. Right. So you think about this, like your offers will fall in different spots. But for me, when I'm building an offer, I'm going to know ahead of time, like this is what I'm doing.

Okay. If I'm creating a front end offer, I want to get to the masses. A new opportunity is a better way to get people to get the masses in. Right. And if you, I go deep in this expert secret, so I'm not gonna go too deep right now, but it's a better way on the front end to bring people in. But after someone comes into your world through a new opportunity, then usually every other step in the value ladder is like, cool, now you have this. Let me show you a better way to do it. Let me show you a faster way to do it. Let me coach you so you can implement it quicker. You know, it's like usually I'm moving through improvement offers.

And a lot of times my high, really high expensive stuff would be more one-on-one. Like when people do my $100,000 consulting day or things like that, it's repair where it's like, all right, come in, show me a webinar and then we'll just fix it, you know? And so it's kind of, it's kind of backwards. We're like, yeah, this like usually goes, the pricing goes this way unless you flip your value louder than it goes that way. Anyway, some of you guys understand that. If you don't, don't worry about it. You'll get it next time you watch the replay. I don't want to explain it, but I think that's right. Okay. Um,

So that's the, that's the first thing I want to just kind of is to bracket things into those, those three things. Okay. Now, um, the next thing we understand is that, um, every problem in your business now is going to be solved by an offer. Okay. So you think about this, if you have a business right now and you just don't have enough customers to sell to, it means you need to create some type of lead generation offer to get more leads in so you can sell them something. Right. Right.

A lot of times they're diagnosing a business and they're like, yeah, that's crazy thing over here. It's awesome. How do you get leads? We have no way to get leads. Okay. Like then you need to focus on an offer. It's going to get leads in so you can actually sell them something. Right. If you have a business and you're struggling with cashflow, like we just can't keep cashflow. I can't, I can't pay the rent. I can't pay the bills. It's like, okay, you need to create an offer to solve that problem. You need to create some type of continuity offer. Continuity offer will get somebody in. Now you have recurring revenue. And I was like, okay, now that's taken care of by fixed costs. And that's, it's easier. Right.

Um, if you're struggling at revenue, it's like, Hey, I need more revenue in my business. Cool. You need a high ticket offer, right? It's like, like offers will fix whatever part of your business you're struggling with. So when I'm diagnosing somebody, they're hiring me for whatever. It's like, someone's not working. What is this? Like, okay, what's, what's broken? Like what's the offer we create to fix that thing? It's even true outside of just marketing sales, right? Like, um, I need more staff. My employees suck. My like, whatever those things are, I say, Hey, you see an offer to get the right employees into your team.

Like people always ask me, how'd you build such an amazing team? Right. It's like, well, sometimes it's like we put a job application and someone sees it and they, that's the offer. But other times, like we find someone and we recruit them. Right. It's like, I got to make a better offer to get that person than somebody else is making them. Right. And so if you're struggling with the staff, the team, it's like, Hey, make a better offer to get the right people into, into your room. So you can actually work with them. Right. So almost any problem in business and honestly in marriage and life and family, it can be solved by figuring out the type of offer you need to make that thing work. That makes sense. Okay. So that kind of hopefully comes back to all these things.

All right. Now through those lenses, I just want to go through some things. If you have an offer, as you're thinking about an offer, things that will make your offers do better. And I've got a list of a bunch of those, and that's what I'm going to focus on for the next little bit. Okay. I wrote in my notes, I call these offer amplifiers, things to amplify your offer, right? How to increase the perceived value of the offer. So the first thing I want to talk about is one of the mistakes people make is

is, and you hear this all the time when someone's making an offer, like, oh yeah, the salespeople, so people are on the phone, I'm on the phone with people and the people don't have money. Like they're broke, they don't have the money. And I want to reframe that for you because people not having money is almost never the real reason why someone's not buying, right? You think about this, like if I go downtown Salt Lake over here and I find someone who's living on the side of the road, doesn't have a house, doesn't have anything. I go up to that person. I was like, hey, I got this course to make you a bunch of money. It's a thousand dollars. Do you want it?

What are they going to say? I don't have a thousand bucks on my arm, I'm broke. Now, if I go to that exact same person, I pull up in a Lambo, a $500,000 Lambo, I'm like, hey man, I got a Lambo here, it's $10,000, you want to buy it? Do you think you'll figure out how to get $10,000? Yeah. Like every human on this planet will figure out a way to get a 10 grand to buy the Lambo. Because the 500,000, because it feels...

it feels like such a good deal. It feels free. It feels better than free, right? So when I'm creating any offer, that's what I'm always thinking through. It's like, I have to create something so when they see it, they're like, oh yeah, I'm going to sell a kidney. If that's what it takes, I need to do that to buy this thing, right? You can get them believing that. That's the thing. That's how you have to figure out how to create an offer. So I'm always thinking about that as I'm creating an offer. How do I make it feel free? How do I make it feel like they'd be an idiot? I want them to be willing to mortgage their house, their kids, whatever it is, to buy this thing because it's such a good thing, right? That's the lens you got to look through.

Now it's like, oh yeah, that's a good offer. People should buy this. It's really good. I get people all the time that come to me who are like, yeah, no one's buying my offer. I can't figure it out. And it's like, you got to amplify it to get somebody to literally be willing to do anything, right? So I was thinking about like, if you're driving down the street and find a guy and you give him a Ferrari for $10,000, like they'll figure out how to do it. You need to make your offer feel like that when you're presenting it to them, okay? Yeah.

Okay, so different ways to make them feel that way. Number one is what are the deliverables of your offer? Okay, if you look at traditionally when I'm doing an offer, I always have like an offer stack, right? Like you're gonna get this, you're gonna get this. So we have like the deliverables of what they're gonna get, right? And so this is the first way we get it to feel a certain way, right? You're gonna get this and this and this. We kind of break down all the different things you're gonna get when they buy the thing from you, right? Which is pretty simple. And so

The mistake a lot of people make, especially in like the info coaching world, is like, you can get a course about this and we'll give you a course on this and a course on this. And like you keep stacking like information for people. But the problem is that it gets more and more overwhelming. And that's not usually the thing. So for me, when I'm creating offers to make things irresistible, I'm looking, OK, usually I'm going to have one component and one component only that is information. Right.

Right? So the first part might be, okay, this is information. And then the other parts of the offer, more information makes it feel heavier. It doesn't make it feel more free. Right? And so I'm like, what are the other things? So I started looking for external components, like

tools or scripts or things that are, that are just unique. Right. I remember, um, back in the day we did an offer. This is pre click photos. We did a offer called high ticket secrets. And so we had a training course to teach people how to sell high ticket. And then, um, after that, I was like, okay, what are all the other things that we can include in this offer that they don't have to be big, but they're like, they're, they're just like, there's intrinsic value. Like, Oh, that'd be so cool. Right. So we started putting in like, here's the legal contracts that you like, the contracts we have people sign. Here's, um,

Here's the sales scripts we actually use. So it's like a two-page thing, but it's like these two pages are our sales script. Here's the lead gen sources we get. So it's like external things. Usually it's like some tool or it's a contract or something that they would have to go figure out on their own, right? Not just more information. And that's one of the big things that a lot of people do is they try to overwhelm people with too much information. Instead, it's like here's the info product and here's all the other things that you're going to have to figure out on your own that we're just going to take care of it for you. So that's kind of the next piece in here.

Okay. After we have that, then the next thing to understand is that if I just make someone like, here's the offer, I go, I can find the guy on the side of the street. You're gonna get this, this, this, this, and this. Um, some people might be like, Oh yeah, that, that does, that isn't worth a hundred thousand dollars or is worth whatever. But most people aren't going to just get it intrinsically. So the next thing is you guys know is we make an offer. It's important. It's essential that we are tying a story to each piece of the offer and the story increases the perceived value of the thing. Okay. Um,

I think the first time I really did this was a Grant Cardone's event, the $3.2 million one we did, because I was spending a lot more time trying to go deep on what the actual bonuses were. Like a lot of time in the past, I would just go fast, like you're going to get this and you're going to get that. And I was like, I'm going to slow down. I want to spend more time. I remember consciously thinking, okay, before I introduce each piece of this bonus, I actually want to spend time

telling a story so that the perceived value of just this piece alone is so high that they like just that one thing alone they're going to go buy right and so i remember doing the whole event get down the stack and the clouds talk about you click funnels for free and then you get the funnel building a funnel hack system and then i had a couple other bonuses the next one was traffic secrets and in the past when i'd given people traffic secrets i'm like hey how many has he trafficked your website yeah it's really cool so i have a course called traffic secrets make a bunch of traffic right and it did okay

But the Cardona event was the first time I was like, instead of me telling them what it is and trying to explain the value of it, let me step back and I'm going to actually like,

I'm going to show them what it's, I want them to believe that this one piece alone is worth a million dollars. Okay. So I did, as I told the story, I said, John Reese created this course back in whenever called traffic secrets. The first offer that ever made a million dollars in one day, 18 hours, a million dollars. Right. And I bought it for a thousand dollars back then. And what's crazy is that every single year he relaunched it. I bought this course every year for the next decade, every year I buy it again and buy it again. So I spent, you know, whatever, 12, $13,000 buying this whole thing. Okay. Now, when I came here to this event, I'm

I knew that if you guys had this traffic course, it would change everything for you. Having fun was great, but you need traffic. And so I called John up. I said, hey, man, can I give everybody at the event traffic secrets for free? Who would want it for free? And the whole audience is like, ah, going crazy, right? I was like, cool. Well, he told me no. Like, oh, bummed out, right? I was like, so...

And I messaged him again. I was like, well, can I buy the company from you? And then I could just give it to them for free. And John's like, sure. I was like, how much is it going to cost? Went back and forth and finally I was like, so I ended up buying it for a little bit over a million dollars. In fact, check this out. And I showed the wires. I was like, do you know you can't wire a million dollars in one wire? Took six. And so here's wire one, here's wire two, three, four. And they saw the actual wires.

I also like, so I spent 1.2 million, whatever it was, $1.2 million so I could give this to you guys for free. So if you invest, you get it for free. Here's what I do. That piece right now in their mind is worth a million, like $1.2 million. And I just gave it to them, right?

before I was just like, you're gonna get traffic. You're gonna need it. The course is gonna be awesome, right? Instead, I came back and I told the story and I told the story about the next thing and the next thing. Okay. So what we forget a lot of times is we tell our stories earlier in the webinar, but it's like, what's the story about why you created this thing? Okay. We're working on one of our 100K clients. We're working on her offer stack right now. And she's got like a billion things that she could include it. Right. And so she's like, this is all stuff. Like, what should I put in there? I'm like,

There's a lot of stuff. You don't want all that many things. And so I keep asking, what's the story behind this one? And then I'm like, ah, story side. What about this one? Like, I'm not looking for the deliverable as much as the story about the deliverable. That's way more valuable.

Right? Because if I go through everything that's in her stack, it's insane. And no one cares because it gets overwhelming. So I'm looking for four or five stories that are tied to pieces of the offer because that's what people are going to buy into is the actual story. So we went component after component after component. We threw in all this stuff. She said, you can't throw out some of the most important thing. They need that. I'm like, it'll be in the members area, but we're not selling that because there's no good story about it. I'm only including things in the offer to have a good story that I can tell because that's what increases the perceived value of it so that when they see this

It's a $500,000 Ferrari for 10 grand, and they're going to go figure out how to get the money. That's what I'm trying to do as I'm creating the offer. Does that make sense? So creating those stories increase the perceived value. And then the next thing is when you are positioning this, the other thing to think about is...

is what's the alternate if they don't buy this? Okay. And this is where a lot of people make the mistake, especially in non like how to make money offers. A lot of times I had to make money offers. It's a little bit easier, but, um, uh, I've seen it. I've seen it like Annie Grayson or overcome alcohol addiction or Stacy and Paul Martino with their marriage and family relations stuff. Like, like they always struggle. Like how do I,

Like, how do I get somebody to pay $17,000 for a marriage retreat for two days? Right? Like, that's the question. And she's like, well, you guys are, you're in the make, make money thing. So you can be like, Oh, you know, you'll make a million dollars. So only pay me a hundred thousand. Like easy for you guys. It's harder for us. It's like, okay, this is where you have to focus on the offer. Like, what is the alternate if they don't buy this? Okay. So if they don't buy your marriage course, two day event, they're

What is it going to cost them instead? What's the alternate? Well, the alternate is that first off, their marriage isn't great. So they're miserable. Number two is there's divorce. When there's divorce, how much does that cost? Half, right? Of everything.

So if you have 100,000 dollars, that's 50,000 dollars it costs them now to not take your course. So now 17,000 dollars seems really cheap when the equivalent is paying 50,000. So it's like figuring out if they're not buying your thing, what's the alternate? So when I come back through it in Traffic Secrets, yes, I'm telling a story about the whole thing, but it's also like now, if you don't have this, it's fine, you can go figure out traffic on your own, but for most people, you're going to have to go and hire an advertising manager, you're going to have to do this, you're going to have to do this, like all the other costs that they'd have to do to get the benefit of the thing they're getting for free here.

Right? And so thinking through that with all your things, like if they don't get this thing, how do they still get the result? Right? And the pain associated, the cost associated, and you weave that back into it, and all of a sudden it makes this seem cheaper and cheaper and cheaper. Right? The price seems more and more free. Now this $500,000 Ferrari or Porsche or whatever...

Which car did we, I'm not a car guy. Which should I start? Lambo, the Lambo, $500,000 Lambo. Um, now seems again, like it feels like $10,000 and they're gonna go sell their kidney and give you the money for the offer. Okay. So those are the, the, the first set of things. So that was my, my first note was like, these are the ways to make the offer feel free or feel as free as possible. Okay. All right. Number two, um, number two is creating what is called a Mifki. Let me ask her, let me talk about Mifki before.

Yeah. James is pumped. This is all for you, man. Okay. So Mifki. So the story behind Mifki. So point number one is that make the offer feel free. Point number two is make it free with the commitment. Okay. And so in Mifki, I got this from Dan Kennedy after he bought his company. M-I-F-G-E. Okay.

We bought this company and I brought the whole team in. I was like, you've been running this company for 20 years. What's the number one way you got people to join continuity? They all said the MIFKI. I thought it was the weirdest word in the world. I'm like, what's the MIFKI? The MIFKI stands for the most incredible free gift ever.

Okay. And so I feel like Dan Kennedy's business for the last 20 years, that's how I got into Dan Kennedy's business back in the day. It was a Valentine's day and he put together a thing. It was the externally didn't call it the MIFG, but internally that's what he called it MIFG. But it was, it was a Valentine's day. Yannick Silver promoted it.

20 some odd years ago. And it was like, Dan Kennedy loves you. He's my mentor. He's giving me a free gift for Valentine's day. And I love you too. So I'm going to give you this free gift. And when you get signed up, you get $600 worth of money, making stuff for Dan for free, plus two months of the newsletter. And so that's how I got into Dan King's rules. I bought that offer, get on newsletter. And I was stuck forever. Right?

And so we bought Kennedy's company. They said MIFKI is the best thing. So step number one, we executed, we created a MIFKI. We made a new one. We made a box with a bunch of really cool things in it. And they got it for free when they signed up for the newsletter. So again, first thing is make your offer feel free. Number two is actually making your offer free when they commit to something else through a MIFKI. Right?

And so that's what we did. And if you know the story, I think when we bought Kennedy's company, there was about, I think a little under a thousand active subscribers. So the newsletter made a MIFKE, launched it to that list. And seven days later, we had over 5,000 people on continuity. So like, that's a, yes, thank you. You can clap for that. Right? Like it dramatically increases because people like they want like the free thing.

If you've been following me for any amount of time, you know, I always talk about as you're growing and scaling your company, the most important thing is finding the who, not the how. Who is the person that can help you drive more traffic? Who is the person that could be your CEO? Who is the person that could build your funnels? Understanding the who will dramatically speed up the growing and the scaling of your company. Now, the best place to find the who's who can help you with your vision is Indeed.

When it comes to hiring the right who's, Indeed is all you need. Indeed gives you the ability to stop struggling to get your job posts seen on other sites because Indeed's got a sponsored job listing where you can stand out in front of your dream hires. With these sponsored jobs, your post jumps to the top of the page for your relevant candidates. That means your funnel builder is going to see it. That means the person driving traffic to your funnels is going to see it. It means your new CEO or CMO or whatever you're looking for is going to see the exact ad for your business as soon as they open up

Indeed. And that makes a huge difference. In fact, according to Indeed, data sponsored jobs posted directly on Indeed have 45% more applications than non-sponsored jobs. One of the things I love about Indeed is it makes hiring so fast. You can post the job and within minutes, you're getting applications who are coming in looking to become the who inside of your business.

Prior to that, I was often posting my help wanted ads on Facebook and Instagram and then getting tons and tons of responses from unqualified people who had no idea what they were doing. Whereas Indeed, again, they're only being seen by the exact person I'm looking to hire. Now with Indeed sponsored jobs, there's no monthly subscriptions. There's no long-term contracts. You only pay for results.

They may be wondering how fast is Indeed? Well, in the minute I've been talking to you so far, 23 hires were made on Indeed across the Indeed network. So there's no longer need to wait any longer. You can speed up your hiring right now by going to Indeed. And listeners of the show get a $75 sponsored job credit to get your job more visible by going to Indeed.com slash clicks. Just go to Indeed.com slash C-L-I-C-K-S right now and support our show by saying you heard about Indeed on this podcast.

Indeed.com slash clicks. Terms and conditions apply. Are you hiring? Indeed is all you need. With a Venmo debit card, you can Venmo more than just your friends. You can use your balance in so many ways. You can Venmo everything. Need gas? You can Venmo this. How about snacks? You can Venmo that. Your favorite band's merch? You can Venmo this. Or their next show? You can Venmo that. Visit Venmo.me slash debit to learn more. You can Venmo this or you can Venmo that. You can Venmo this or you can Venmo that.

The Venmo MasterCard is issued by the Bancorp Bank, and a pursuant to license by MasterCard International Incorporated card may be used everywhere MasterCard is accepted. Venmo purchase restrictions apply. Now, there's a lot of mistakes people make with the MIFKI, okay? So all MIFKI is is like, hey, when you buy, like, I want to get you to do this thing, right? So for the Dan Kennedy business, it's a newsletter. For you, it could be anything. I'll come back to this. But you have your first core thing, and then the most incredible free gift ever is all these amazing things,

They get all these things for free when they buy this thing, right? This is the thing you actually want. And so we create this MIFGI. And so now the mistakes people make, the first thing they hear me say, most incredible free gift, they're like, okay, I'm going to make a MIFGI. I'm going to put in my thousand dollar course and my this and my this and my this. And they put a whole bunch of crap in the box and they ship it out and people get it. And then they cancel. It was overwhelming. Okay. Cause MIFGI is not about, about giving them something that's complete, right?

Okay. The thing you're selling, this is what gives them completion. If the MIFGI makes them complete, they will not stay on the thing you're trying to sell them. Okay. When you're creating a MIFGI, the goal of MIFGI is to create something that's useful, but incomplete, really, really awesome and sexy, but doesn't actually finish the path for them. Does that make sense? Okay. Useful, but incomplete. So the best MIFGI's are that way. We always figure out something like you're putting in elements of this offer that are very, very useful. This is cool. I want to have this, I want to have this, I want to have this, but it's not complete.

Okay. When you give them a complete system, a complete course, a complete anything, then they come in to get the MIFC and then there's no purpose to continue because they've got completion there versus other things. So like the best MIFC is from here. Like I'm going to give you swipe files. I'm going to give you this thing over here. I'm going to give you this really cool thing from here. And they're all like really cool things. They're like, Oh, I want that thing. It's like a soundtrack to my life right now. I'm building up to the MIFC. We're going, we're going, we're going, um, useful, but incomplete. Okay. And then the other thing, so

Useful but incomplete. UBI. UB MIFGI. These acronyms are getting way too big. Useful but incomplete. And then number two is it's got to be something they can't get anywhere else. So you can't have it. It's not like...

The only way to get this thing is through this place. If they could also buy it three or four other places, they're not going to come in and do it, right? So when we built the Kennedy MIFKI, for example, we put in like something from Dan that you can only get inside the MIFKI. And I put in my 74 funnel slide file that right now is only sold through here. So the only way to get that is to buy this. You can't buy it online. You can't buy it from me. You can't buy it anywhere except from this thing. So useful but incomplete. And then something you can only get here. And those are the keys making a really good offer to get somebody to go take advantage of it.

Okay. Now in our community, um, we always, at least for me, I'm always talking about MIFGs as a way to get people into continuity. Okay. So I want to, I want to suspend that for a minute. I want to, I want to take that out of your head. Like, yes, attaching a MIFG to your continuity offer is a great way to build a continuity program. Okay. But for my third step here, it says attaching a MIFG to everything you sell. Okay. So I remember the very first time we sold to comic club X. So it'd been FHL,

2018. So the thing we were selling was two comic books. I think back then it was 18 and $1,800 a month. That was the thing we were selling. And then the Mifki, the most incredible free gift ever that they would get when they invested in our 25,000, our coaching program, the most incredible free gift ever was coming on the two comic book cruise with Russell. We're going to sell the season. It's going to be amazing, right? We had three or four other things.

but the cruise was the MIFKE, right? So MIFKE is not just something you attach to free plus shipping chains. Yes it is, but it's also something you attach to every single offer you're doing. Whenever I'm creating any offer, I'm like, what's the thing I'm selling? It comes back to OfficeStack. Here's the thing I'm selling. Everything else down here is the MIFKE. Now I'm putting it through that lens because somebody is buying this and they get all this for free. They're buying this, they get this for free. This is a test we did. This is pre-ClickFunnels.

This was an upsell test we did. It was so cool. So somebody would come in, they'd buy the first product, and the next page we were selling the course, right? Normally the course is $1,000. You get it for $197. And we did that, and it was converting okay, and we kept trying to tweak things and test things and tweak things. And one of my friends said, I think it was Anik Singhal, actually. This is a long time. I think it was Anik. But anyway, he's like, I want to, what if instead of selling the course, what if we just took one course

DVD from the course and we sold that for the $97 and then we give them all the rest of them for free.

He said, if we do that, he said, we can say free on this, on the order form, like 40 times. I was like, you're right. The more times I can say free, the better. And so the headline switched from buy my course for $197 to, Hey, when you buy this one disc for 97, $197 right now, you can get these other 12 for free. And then it says, that means when you invest in this, you get this one for free. And then you get this one for free. And then you get this one like free, free, free, free. Cause I'm

I'm selling one thing. And then the MIFC is all the things they get for free. So now my upsell page had the word free on like 40 or 50 times. And people are coming in like, this is free. And they're like freaking out because it's free. They're like overloading everything. And then they bought it. And our conversions skyrocketed. And so now if you ever noticed my upsell pages, one of the number one things I tell Heath, my copywriters, everyone on our team who's doing upsell pages, I'm like,

They're like, what do you think? They always send to me before we review it. I'm like, awesome. It says free once. We need 12 more frees. We need 30 more frees. How many more frees can we get in there? And so it's just taking your existing offer and restructuring it where it's like you're paying for this thing and you get everything else for free. If you look at when we launched ClickFunnels originally, right? I did my 70 or 80 webinars in a row live every single time. We're about a month in. And the way I was selling initially is that you buy ClickFunnels for 12 months.

And then you get funnel hacks for free and you get all the other things for free. Right. And Todd had an idea. He's like, what if you flipped it? What if the thing we're selling on the webinar is the course? And then they get click funnels for free. So if you notice when I do my, my, my webinar presentation, um, I'm like, how many guys like to have click funnels for free? And they're like, yeah, free. I'm like, awesome. I want to give you for free as well. So when you invest in my course, you will get click funnels for free. And I can say free 500 times the rest of the stack of the clothes.

Right? So how do you say the word free? And so I wanted to frame that through the MIFGI because in my mind, I'm like, at every single offer I'm selling, there's one thing they're paying for and everything else is a MIFGI that I'm attaching to it. Does that make sense? If it's high ticket, mid ticket, continuity, wherever it is, and you look at that lens, now when you're writing copy, when you're pitching it, you look at it differently. Not instead of like, here's my offer. You get this and you get this and you get this and you get this. It's like, no, no, no.

Here's my offer. When you buy that, you get all these things for free. Now how you position it instantly starts shifting. Does that make sense? Okay. So that was number three, attaching a MIFC so you can say free as often as possible. Okay. So number one is making feel free. Number two, MIFC, make it free with commitment. Number three is attaching MIFC so you can say free as often as possible. Number four, I'll talk for a minute just about upsell offers.

So all of us are selling something on the front end and then we have upsells. And it's crazy to me how often even my own team and I make this mistake, which means I'm assuming some of you guys are making it as well. If not, I'm preaching in the choir, which is great, but just as a reminder. So when somebody buys your first thing, we start transitioning now to the upsells, the next things they're going to buy, right? This is all about positioning. And this whole principle...

I'm working on, uh, via his own Anthony Morrison, working on a funnel with him right now that he ran for a year. That was just, or he ran it for like five years. It was crazy numbers. And so it's no longer live, but he found the old pages. We found it all. I was watching his, his videos and his upsell videos are fascinating because, um, he's got three upsells and every video is like, Hey, this is Anthony. Don't worry. I'm not selling you an upsell. I hate upsells. I don't believe in upsells.

Because upsell is just more of the thing you just bought. And that's not what I'm doing. What I'm doing is I'm selling you the next thing. And he literally, so like the way he positioned it every single time is like, this is not an upsell. And then upsell number two, he's like, this is not an upsell either. This is the next thing. And this is not, which is, but that funnel was like a, it's like a 50, $60 million funnel. And it was just fascinating the way he did it. So there's two, there's two paths of what you sell on the upsells, right? Number one is you are selling the next thing.

Okay. And this is the key, especially in info product business. Okay. Somebody just bought your course on how to get six pack abs. If the next thing you sell is something else about abs is not going to convert. Well, okay. You have to close like, congratulations. You bought the thing. You now have six pack abs. Congratulations. Now here's the next thing. This is not, you're not a physician. Wait, it was,

It was hilarious. I was like dying laughing because of the way he positioned it. But it's true, right? He's like, I look at an upsell as, you know, someone has sold you this. Now you have to have this to be successful. That's not true. Everything I know is going to be successful. Okay? So separately, here's the next thing you're going to need, though. It's not an upsell. It's a, I don't know how to position it. Anyway, it's kind of funny. Okay? But you're looking at the way you structure the offer. If you're doing info business, it's always the next thing.

Okay. Now, if you're selling e-commerce physical products, it's not true. Okay. When you're selling physical products, um, what the next thing is, is more of the same at a discount. Okay. So if you, if you want any of trays, again, if he has to do OFA, by the way, you guys all jump back into OFA is insane. Um, I think we've rebuilt that course five or six times. The

And there's two paths. There's like the e-commerce path with Trey or there's mine. It's awesome. But if you go to Trey, she talks a lot about it. So like if someone goes and buys the flashlight, they buy the flashlight for 40 bucks. The upsell now is like three more flashlights at $30 a piece, right? And so you're selling more of the same thing at a discount. So e-com funnels are traditionally that, whereas information funnels are traditionally what's the next thing. And it's like just different ways to structure the offers as somebody's coming into your world and kind of going through it. Okay. Yeah.

All right. I've got one last thing to share, and this is tied to how you pitch an offer. This is probably the biggest, uh, test that converted we've ran the last year. Um, it gave us the ability on our high ticket offer where we were selling, uh, on the phones where we could literally not sell on the phones and keep all the money. And it like five X, that was more than five X. I'll tell you a story first. So this is the story. So how many guys have been through selling a line challenge?

Yeah, if you haven't, you should all go through it. It's like the best thing that starts to get on Tuesday's the next one. Um, so in the selling online challenge, what we would do is when we get to the, to the pitch and we're making the offer, right? We make the offer and we push them to a page and on that page, um, the offer is a, basically it's a $10,000 coaching program. And, um,

and then it would split. It's like, if you're ready to sign up, click here and we take an order for them. If you're not ready to sign up, you have some questions, click here and we'll call and the sales team will call you. So it's split, right? And so what's happening is like half the sales people just buy and half went through sales guy. Now I love sales guys, but the problem with sales guys, they take part of the money and they put in their own pockets.

Even when somebody like just clicked on the link and like, hey, I just need to put on two cards. What should I do? And then because on the phone, they take the commission, right? So we're like, how do we solve this problem? I want to make more money without salespeople. And how do we do this whole thing? And so we changed how we did the offer. And it's kind of funny. Some of you guys may know Bill Von Fumetti. He spoke at FHL International. He's in our...

He's in my Atlas group and he was doing this on his virtual event. He's crushing with it. And Eileen asked him about it and Bill was like, oh, I actually just modeled this from Russell. Russell did it, so I just copied it. And I was like, what did I do? I'm like, I do not know what I did because we weren't doing it over here. And then so she asked Bill and Bill told her. I was like, oh my gosh, I totally forgot about it. So this is what the concept is. During your, when you were presenting your offer, usually it's the very beginning. What you're going to do, so you're going through your stack slide and the very first thing you're going to do is you're going to introduce...

Introduce a constraint. And constraint? No, a constraint. Okay. So, for example, what I would do is in the FunLocks webinar, I'm like, when you get signed up today, we're going to give you a ClickFunnels Enterprise account. And our ClickFunnels members, they can build up to 20 funnels in their account. They can have, you know, 100,000 contacts and whatever. And so, I just introduced a constraint, right? You have the account, but here's the limits on the account. Right?

So like, ah, cool, but there's this constraint and there's like this weirdness, right? So I introduce the offer and with the offer, I introduce a constraint, okay? Then I go through the rest of the pitch. I'm doing the pitch, doing the pitch, doing the pitch. And at the very end of it, then I come back and I'm like, remember I told you guys earlier that you got 20 funnels and 100,000, whatever it is? I want to do something really cool because you guys are here today. I'm going to give you guys a special bonus. What I'm going to do is instead, because you guys are here right now,

I'm going to lift that constraint. We're going to give you unlimited funnels, unlimited feeding. We lift the constraint if you sign up right now. And boom, that's how we would get table rushes. That's how we got people to go buy like crazy, right? So that's how we would do it. And then release, release constraint. Okay. So I'm presenting the offer, introduce constraint earlier, and then release the constraint. That doesn't say release. Anyway, you guys got it. I have an excuse. I have gimp arms. I can't stretch them. Yeah.

Okay, so come back to Selling Online. So we took Selling Online and we made some tweaks, four or five tweaks in that presentation. So the first thing we did is the $10,000 coaching program, we reframed it. And so what it was was a $10,000 a year coaching program, okay? Which is normal for most of like our other programs are yearly, right? $10,000 a year coaching program. So we changed the whole event to change the offer to be $10,000, right? So we introduced a constraint. It's $10,000 a month, or sorry, $10,000 a year to be part of this coaching program.

Then we go through the whole thing. And then we got down to me actually making the offer. He says this, okay, this is the deal. I like people who take action. I want you guys to take action quickly. So we have a special offer. What we're going to do is normally, as you guys know, it's $10,000 a year for coaching program. For anybody who goes and puts down $1,000 per deposit right now, we will lock you in where it won't be $10,000 a year, but you have $10,000 lifetime.

but you have to put a $1,000 deposit in right now. Ready, go. Right? And so they go to the page and they put in the, and again, it's a $10,000 offer. They go to the page, they put in the $997 deposit and the next page is like, cool. Now, do you want to do the pay in full or do you want the payment plan? And they can pick whichever one they want. Okay. And so that was the, that was what tweaked and what changed. Okay. Now the stats before we made this little change, um, stats before on day two of selling the line challenge, um,

Traditionally, because we ran it now seven or eight months in a row, before we made this change, what would happen on day number one, we would get about 30 people to sign up for the coaching program. 15 people would go straight to order form. 50 people would get sold to the call center. We launched this and...

Anyway, this part was automated, and so we had pre-filmed this tweak and plugged it in there. And so me and our team, we're sitting in the room watching this to see, okay, how's it going to work? Is it going to convert? Is it not going to convert? We have this little dashboard on our phone you can refresh to see how many sales are coming through. So, okay, last time we got 30 sales day one. Let's see if we can get similar to that, right? Or maybe we can beat it a little bit. And what's nice about this is that there's no sales people, right? They come here, they put in a deposit, they choose, and if they don't finish choosing, then our team can call them. But it's not a sales call, it's just a customer support call to find out where it's going to land at, right?

And so that happens.

And we're watching sales come through and it's crazy because on, yeah, it happens. We refresh and there's like no sales. Refresh, there's no sales. I'm texting more Agar project manager. I'm like, there's no sales coming through. Is the form broken? She's like, I don't think so. Like try again. So I refresh, refresh. Also refresh like two sales. I'm like, okay, it's not broken. Good. Okay. We're sitting here. We're refreshed. Refreshed again. It's like six sales. Like, okay, cool. Refreshed again. 17 sales. Like, oh, okay, cool. Refreshed again. 68 sales.

Morag, is the form broken? What is happening? It says we have 68 cells. Morag is our project manager. She's in the UK. And she's like messaging back. She's like, no, I'm counting them in Stripe. They're actually in there. I'm like, this is crazy. So we're sitting there refreshed again. It's like 92 cells. I'm like,

what the crap is happening? And then I messaged him a call. I'm like, we'll call. Everything's falling apart. I don't know what's happening. We're freaking out and refreshing it. And Hey, in that first day, again, normally we'd sell 30 half through call center, half through the order form. This time we ended up selling 120 day one, no call center, no sales commissions, no nothing all in day one. Is that crazy? So when you are making your offers, think about it. And how can you introduce a constraint in your offer when you are presenting it?

then release the constraint later, right? And then pushing people to a deposit as opposed to buying right out of the gate. If somebody make a $10,000 sale, it's like, I got to think about, I got to move money around versus like something simpler. Just put $1,000 in real quick, lock in your space. The next page you figure out payment plans, or if you get stuck, you can call our office or whatever, you know, it changes the way we structure the offer and it completely radically transformed that entire funnel, entire business. And it's, it's amazing. So the helpful, yes. Yeah. Yeah. Okay. All right.

So there's some cool offer stuff. Again, we can go on for days on offers, but those are some things I want to share with you guys just to get the wheels in your head spinning and get us as a community thinking and talking about offers more and more because I think it's the key, right? It's that thing in the middle where you can master the offers is better. And hopefully it gives you guys permission to put more offers out into the marketplace, even if nobody buys. The coolest thing about the internet, you can make an offer and put it out there, and if nobody buys, guess who knows?

You, you're the only one. Nobody knows. You guys see I do a lot of offers, right? A lot of them don't work. Do you guys know which ones didn't work?

No, you have no idea. That's why it's so good. So stop being scared. Just put your offers out there. Just try something. Put it out there and put it out again and put it out again and keep trying until eventually the market will tell you, this is what I want. This is what I don't want. When you figure out what the market wants, then you start putting in the gas and start growing and scaling. It becomes really, really fun. Okay. Um, but offers are the best part. Like it should be fun. And the coolest thing about offers, you can put them out without even like creating something. But I wonder if this offer would be good. Post on Facebook. Hey, I'm thinking I'll do this. Who's interested? Uh, we're putting together a $25,000 event right now.

to show people how we're doing our three-day events. So I wrote kind of a sales letter for it. And we're literally like, we have the offer and like, here's the dates for the event. We're going to teach this. I'm like, I don't know what dates are. So we just like left that blank. And so we're sending it out to a segment of our list. We're just going to see who,

Like see if anyone responds. If no one responds, I don't have to do an event. But if they do respond, then I'll be like, okay, let's find a date for the event. Right. But I'm just testing. I'm just putting it out there and, um, it could bomb. And none of you guys will even know. You bet. You'll say like, maybe Russell, that event is probably a huge success. Everyone loved it.

But if nobody signs up, I'm not going to do it. Right. Um, but if it does work, you'll see it over and over again. Cause we'll keep, you know, you double down on the winners and keep on going. So, um, I want to give you guys permission to go put offers out there and just try and just see, don't be scared. Cause if nobody, if it fails, nobody knows that for you. And then just do it again and do it again and do it again.

Okay, so that's the core thing I want to teach on. The last thing we'll talk about today, and then we'll break and do whatever the next thing, I don't know. I just want to kind of start where we, or come back to where we started initially. So I told you guys the reason why we did this Connect event and the reason why we're going to start doing these again in the future is

again, Funnel Hockey Live was once a year. We wanted to be able to have little mini Funnel Hockey Lives happening all around the world where it's three people at IHOP, it's two people at your hotel, it's 10 people in a room like this, it's 50 people in wherever. We just wanted to start organically growing this kind of grassroots little mini events all around the world because

I would see it all the time. Like, Funnel Hack Lab come, everyone comes on fire, they leave and they're pumped up and then over time it's like you lose the energy, you lose momentum, things start dying. And a lot of people plug in the coaching programs which help because every couple months we do another event, another event to keep it going. But for the most part, it's hard to be

to keep your motivation and your momentum happening without the right people around you. And I think in every city around the world, we have funnel hackers. We have people who are doing this kind of stuff, but we can get people meeting together and connecting. And it's going to give a lot of energy to everything that we're all doing and just keep everybody moving forward. And so I want you guys to be running these events. I want to see pictures. I want you guys to post it. Like I said, I'm planning on jumping in planes and randomly flying to two different places to come jump in and like actually show up with Chris Harrison and me to some of you guys' events.

It's going to be amazing. And so we're probably a week or two away from launching the actual site, which is, again, it looks very similar to meetup.com where you can go and just see where meetups are happening. You can go click into one and go show up at someone's house or wherever they're running at. Or number two, you guys can actually host an event. That's what we want you guys to do here. That's the only takeaway from this event is if you're interested in hosting an event kind of like this, any size, small, wherever you're at, we'd love to have you guys be hosts of it.

Um, and so this is, uh, again, this was coming up soon. So you scroll up, this is what it'll look like here in about two weeks. You'll see a map, like here's where all the funnel hacking meetups happening all around the world. And you click on it, see what's happening. You'll see which ones are happening. Who's hosting it, the dates and the times you can set up. And you're like recurring ones. You're like, I want to do this once a month. I want to do it once a week or whatever. You can set those things up and then you can gather with people in your local area and do these little meetups. Um, our plan again is to do it, um, where like once a month we do a coordinated one where it's like everyone, um,

Friday the 17th at midnight, we're all going live and we will bring guest speakers similar to like having McCall or Bridger or whoever would stream into your little local things. There's a whole bunch of fun ideas and stuff we have. But this is an organic thing we've never done before. Things could change. It could be a nightmare. We may just shut this whole thing down in a month from now. I don't know what's going to happen. But...

I'm excited to try and just see kind of where it goes. And so this is what it looks like if you guys want to host an event. It's not something we're charging for. We've gone back and we're like, if we charge for this, if we not. But then like, if you paid me for it and then you were horrible and I want to kick you out, it's weird. So I'm like, let's just find cool people and let them do whatever they want within some boundaries. And then, yeah, so it's not something we're selling or anything. It's just something that the right people want to do. So if you want to be a connect event, yeah.

um, yeah, basically come here, fill out this form. And then over the next week or two, Danny's going to be doing some group webinars, kind of walking us through the process, what it looks like, um, and some of the structure. And then after that, he'll give you log into the account and you can go set up as many meetings you want and start throwing parties. You can also do if you're traveling, if you're like, Hey, there's an, I'm at so-and-so's event in Chicago today. Let's do a meetup. And you can set up one's local different places. Like it gives you ability to do really cool things. Um,

I was watching Pace Morby. If you're in Pace's community, he does this really well. Every time he travels somewhere, the night before he does an event like this. That's kind of where this came from. I was like, I want to come watch Garrett do a thing, like let's throw up a Connect event right ahead of time. And so for me, as I'm traveling to different places I'm at, I'll be throwing Connect events in different places, different locations. We were at...

with pace where i met pace the very first time at a tony event a tony mastermind in in florida and we all had dinner and then he like took off early it was like i was like that was kind of rude he just took off and left and i found out that he had a meetup like uh i don't like a mile down the road he had 800 of his people all showed up this meetup he said he spent like 12 hours just hanging out with people talking networking sharing cool ideas and it was like this cool thing i'm like ah like that's what i want i want to be able to do that kind of stuff and so um that's kind of game plan what we're doing like i said

We're playing it by ear, so I'm sure it'll be messy for a little bit, but it'll be fun. So all you gotta do to host is go to clickfunnelsconnect.com slash host. And James, thank you for the domain name. He's the man. He had the domain and gave it as a gift over to us, so amazing. He ran his own first event, like, when was that, a month ago? Five.

about a month ago. So he did the very first one as a pre-test pilot, just went and did it, which was awesome. So, yeah, so this is clickfunnels.com slash host. Fill out the application and then it said, you'll hear from Danny next week or so, just kind of the process and then after that, we all start running them. My plan is probably, sometime in the next 30 or so days, is to do one in Boise. That would be like the one that everyone's doing and we'll stream from it and it'll be a party, but I don't know all the details on that yet. So, everyone,

is at home, by the way. You guys are all welcome to this as well. I want these things in every country around the world. We have funnel hackers literally everywhere, so we want these things happening in Spain and Argentina and Brazil and wherever you guys are at, we want you guys running these things as well. It'll be fun. And I think you guys will find a lot of connection and community. When I first came into Dan Kennedy's world, they had an offer. They sold

it was called the, their IBA program. Uh, any Kennedy people in the room, he had an IBA program. He said he was sold the, you could buy the, um, your area for like 50 grand or something. And then they would run events. And so somebody had the Boise IBA and I used to go to that every single month. And it was cool. Cause there was like 50 Boise guys who were into Dan Kennedy stuff. We all, they'd all be in a room once a month. I come on, like, this is so crazy that here in Boise, there's Dan Kennedy people like, and so I think it

Yeah, the goal is very similar to just create something cool like that. So, all right. So that said, you guys, that's kind of it for this Connect event. I hope you guys enjoyed. I hope you had fun here in the room and everyone at home. Thank you, thank you.

Do you have a funnel, but it's not converting? The problem 99.9% of the time is that your funnel is good, but you suck at selling. If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next Selling Online event by going to sellingonline.com slash podcast. That's sellingonline.com slash podcast.