Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
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Hey, what's up? This is Russell. Welcome back to the show. For the next couple episodes, we are going to be doing something really cool. A little while ago, a week or so ago, we actually went out to Salt Lake City, Utah, and we did a special type of event that we call the ClickFunnels Connect event.

And a lot of people have been asking, what's the plan for Funnel Hacking Live? Where are we going? What are we going to be doing? And some of the future for next year or two is really going to be these little mini meetups, little mini Funnel Hacking Lives happening all around the country, all around the world. And so this is one of the first ones we did to kind of kick it off, kick off the idea. And then we launched literally like not a marketplace, but similar to like meetup.com, where you can go and see the meetups that are happening in your local area, but

This is for funnel hackers, for people like you and me who are obsessed with marketing and funnels and digital marketing and stuff where you can do these little meetups in your hometown. And so we did this first event. It was three hours long. We covered a lot of really cool things. And

And then, um, and the end of it, we kind of launched this thing. We had, I think 400, 500 people who applied to be able to run meetups in their hometown. So there's probably meetup happening in your hometown right now. So two things why you do number one, why you listen to this? Cause again, this is the kind of value you'll be getting at these events, uh, just for free for hanging out at them, which is amazing. Um, and then number two is, um, if you want to run an event, um,

I'll talk about it, how to actually run an event during this. So you can sign up and do a ClickFunnels Connect event in your hometown, you know, at the IHOP or your house or a hotel or restaurant, whatever.

And then number three is if you want to go tag into an event someone else is doing over at clickfunnelsconnect.com. By the time you hear this, we should have it live, but it'll be a page. It looks like meetup.com. You go over there, you see all the meetups and find one in your hometown and then you can go RSVP and go hang out and go do it. So that's what's happening. So this is behind the scenes of the ClickFunnels Connect event. Again, it's three hours long, so I'm going to do this over the next three podcast episodes so you can kind of hear them.

The first one, I'm going to talk about what's been happening since FHL and why we're doing these ClickFunnels Connect events. And then McCall Jones is going to be coming and sharing with you guys one of the coolest little nuggets. I literally am writing a new video sales letter based on what she taught here. It was so powerful. So that's what's going to happen here on the first episode. Next episode, well, I'm not going to tell you. I'll surprise you. So that's it. I hope you guys enjoy this episode. After that, go check out ClickFunnelsConnect.com and go find a ClickFunnels meetup happening near you.

This is the Russell Brunson Show.

I don't know how long McCall is going to talk for, but she could go for days. It's between all of us. It's going to be a lot of fun. No, we got a lot of fun stuff. I'm going to talk for 15, 20 minutes right now, and then we're going to do a ClickFunnels demo on a really cool new feature, something you may not know about. I've got two amazing guest speakers here, and then at the end, I'm going to come back, and I've got a whole bunch of stuff I want to talk about.

So yeah, I hope you guys have a good time. This is really fun for me. When I walked in this morning, I saw the room. I was like, I had these flashbacks from when I first started in this business. So I remember going to my very first event. It was Arm & Morn's big seminar. There were like 500 people in the room. And I saw the first time I saw someone sell from stage. Everyone ran to the back of the room. I've told that story a million times. But it was the first time I'd ever been to an event. And I saw it and I was like, this is really, really cool. And I started getting asked to speak at events.

And the way the event world worked back then, it's different nowadays, most people run events where there's a lot of speakers who are just speaking just to serve and then usually one or two pitches, right? But back then, every speaker sold. That was just the way it worked and that's the way the business model worked. So I started having people invite me to come speak at these events. And they're like, "Yeah, I'm gonna have 300 people in the room, it's gonna be amazing." So I'd get all excited, tell my wife, "It's gonna be payday, we're gonna make some money."

And so I pay for my own flight, fly out there, pay for my hotel, pay for my own taxi drive. Cause I wasn't Ubers back then get to the hotel and then you'd show up to the room and you'd walk in the room. So it's have 300 people and there'd be, um, there'd be like 30 people and there were 10 other speakers. So 10, 30 people, but 10 of them are speakers. There's 20 people in the room.

And we're all, all the speakers look at each other. It's like, one of us is going to make money this trip and the rest of us are going home broke. And that's how it was. And that's literally how I learned speaking. And there were times I would go in there and it's like, okay, I'm competing at 10 of the speakers. We've got 20 buying units in the room. Let's see how we do it. So we do the pitch and like I would bomb and I'd fly home and

I've lost money by doing these trips. Right. And so I had to get better and get better. And like, that's where I learned the art of public speaking and selling because literally like it would cost me money if I didn't figure out how to outclose everybody. And so that was always the thing. How do I take all the money out of the room so that nobody else can make any money this trip? Cause only one of us is walking home and you make any money.

And so that's how I learned the skin. And so I walked in, I had this reminiscing because this is what most of the rooms look like. They weren't this nice though. They were never like with the view. They were always in like motel sixes with like yellow walls and it was nasty. But this feels like that and it's actually really fun. So I appreciate you coming and doing this little small meetup. And this is kind of a kickoff for us as well. Obviously, you guys know for the last decade, we've been doing Funnel Hacking Live and got bigger and bigger and the spot where after 10 years, it was just –

I think all of us on our team are just tired, especially me, probably Miles. Maybe we're just like... Because what happens, we do Funnel Hacking Live...

And you come off this high, like it's amazing. And then like a month later, we're like, who's speaking next year? What's the plan? And then it was just like 11 months of just grinding and filling and promoting. And like, and that kept happening year after year for a decade, 10 years. So it means I got 10 months off in 10 years. Cause the rest of the time we were planning for like, and the same time we were trying to run a software company, uh, being a wrestling coach and a dad and like all the, so it was just, it was chaos. And so as we got closer and closer to 10, we're like, if we go past 10, we gotta go to 20. Um,

Or we could stop. And it was like this weird thing. And so, as you know, we decided to stop for now. While...

Because I wanted to wait for something different, something bigger. I don't know what that is yet. I know when we first launched Funnel Hacking Live, the way we did it was very unique. It was different. Every seminar up to that point, again, every speaker would come and there was 20 speakers, everyone selling. And we kind of reimagined Funnel Hacking Live when we first launched it. What if none of the speakers sold? What if it was people from our community, not just like public speaking people? And what if it actually built the first Funnel Hacking Live? And it was unique. And then the second one and the third one and the way we marketed it, the way our –

The way Dan and his team invented the after movies, where after the event we put out these trailers in the movie before, and it was all just unique and different. And then over time, everyone started looking at what we were doing, started funnel hacking us, started modeling us, and then everyone else's events started looking more and more like ours. And honestly, it's weird when you look at people's events now, how similar they all look to Funnel Hacking Live. And I hated that because it's like, I don't want anyone to think that like,

that I'm a me too. It's like, no, like they're all copying me. Like this is not so dumb. And so I have a vision for something different and bigger and better. And I don't know what that is yet. Um, but I'm in pursuit of looking. And so the reason why I'm actually here today is because Garrett J. White's decided to try to fill a stadium with people for a one day event.

And I don't know what's going to happen. I don't know if it's going to be good or bad, if it's going to crash and burn and be the next big thing. I have no idea, but I want to be here for it all. And so I was like, I need to come and just – I want to sit in the room as an attendee, experience it, and watch it and see because he's trying to push the edge on something that's unique. I've been watching people dabbling with different models. I have a guest called Mel Robbins. If you follow Mel, she's filling up stadiums right now, but she has like a three-hour keynote. So they come in at night, three-hour keynote, and she's balanced, but she's getting –

20,000 people to fill it up for a three hour thing. Um, if you look at Jordan Peterson, how many guys have gone to a Jordan Peterson event? So this is crazy. I'm in Boise, Idaho on a Tuesday night, uh,

And Jordan Peterson's coming to Boise. I found out from a friend, because I didn't see any ads or anything. I'm like, no one's going to be there. Who even knows about it? So on a Tuesday night in Boise, Idaho, I show up, and he has packed a stadium with 5,000 people to hear him talk. And Jordan Peterson's soundbites is really fascinating. Jordan Peterson long form. Anybody hear him long form? You all know what I'm talking about? Yes.

Someone asked him a question. We went for two and a half hours and I watched the train. It's like, he goes here and then here and then here and then here. And then we're like clear out in who knows where. And I was like, what is he talking about? And then somehow like, like 90 minutes, two hours and he starts looping back. And then all of a sudden it comes back and two and a half hours later it lands. I was like, how did he do that? But anyway,

I like Jordan, short form Jordan, a lot better than long form Jordan. And I was like, he's actually not that good of a speaker. He is insanely complex and confusing and kind of boring. And he didn't sell anything, which really made me mad. But he had 5,000 people on a Tuesday night in Boise, Idaho show up for an event. And then the next night he was in Montana and the next, and then for either this tour. So there's something I'm working towards. I don't know what it is.

But it's going to be amazing. So right now I'm in the pursuit phase of that, trying to figure out, I want to create something that's different, that's unique. So once you guys do see what that is, it's like, oh, oh, that's better. And then everyone will copy us. We'll make something different. But for right now, that's where I'm pursuing. So I don't know what that's going to look like. But in the short term, we start thinking, like, what can we do?

Our community is the best. It's the best in the world. I don't want to lose the community thing. Funnel Hacking Live is amazing. Everyone would come together once a year and we had this big, huge thing. But also, it's like once a year. There's 361 days of the rest of the year that everyone's left to their own devices just kind of figuring things out. It's funny, over the last 10 years of ClickFunnels, we kept having this idea. In fact, I remember Dave Woodward and I, it was after the whole Fyre Festival, dude.

Did the first Fyre Festival. GSC just launched number two, but it failed as well. Anyway, that's a story for another day. But after the Fyre Festival guy happened and it crashed and there was like the documentaries, we were all watching that. We should do the ClickFunnels Fyre Festival. So we made this logo with the ClickFunnels logo on Fyre. And Dave and I already did. It was like, what if we did these local meetups all around the world? And then there was a period in my life my wife and I were watching a lot of Bachelor and Bachelorette. But...

So those of you guys who know, as every night when Bachelor would be on, Chris Harrison and who have the Bachelor, Bachelorette, they'd go to these different meetups. They'd show up and he would freak out. I'm like, wouldn't that be cool if there's these little ClickFunnels fire festival meetings happening all around the world and we just show up randomly at different people's parties and like how cool would that be? And so we talked about it. We kept putting together. We never got it executed. We tried three or four times. We had a logo that was so cool, but that was about all we had.

We kept trying to talk about it, and for some reason it never made it to fruition, never happened as a thing. A little bit before Funnel Hacking Live this year, our team decided to do an event they called the ClickFunnels Connect event. Anyone go to the very first one? A couple of you guys read that one. I wasn't there. It was a side project I found out later. But it was cool.

The footage and everything was amazing. And I was like, oh, this is closer to what we're trying to do, like smaller meetups where people can get together. And we can talk about marketing. We can look at software. We can do ideas. And I'm like, what does that look like? And so as Funnel Hike got closer and closer, I was like, I want to do something like that during this, whatever this middle space is, where there's time for us all to still get together and something cool. And then me and Chris Harrison can fly to people's houses and hang out.

And I was like, imagine like a ton of mini little funnel hacking lives happening all around the world, right? In restaurants or it's people's houses or in little studios like this or in whatever that would look like, right? And so that kind of became the vision. And so that's what we're working towards. And so this is kind of a kickoff event for that for us just to do a little one so you can see what this potentially could look like. Like imagine this happening in your own backyard or in your home or in whatever. You gather together two or three or 10 or 100 friends. And this is

people at home, I'm talking to all you guys as well. Talking about all around the world. We want to have these happening. Um, and sometimes like in meetings where you just get together and you hang out other times to be coordinated times where we say we're all doing it Thursday night at 4am East coast time, whatever. Right. And we all do something where I can stream in or people can, we can bring in like guest speakers and like, like anyway, so that's the vision of what I'm trying to create right now. Um,

which I think will be really cool. And so we built some really cool software to run and manage this. We were planning on launching it today, but we're going to do kind of a two-step punch. Do you want to pull it up? It's similar to like meetup.com, where basically someone can come here and click on Connect and scroll up a little bit.

What will happen, you'll see, okay, here's all the meetups that are happening all around the world, wherever you're at. And then down here, say, okay, there's a meeting happening in Dubai and in Chicago and in Boise and in Salt Lake. And there's two in Salt Lake. And you see all these funnel hacker meetups. And you have a chance to go back, oh, I want to go to that one and do it. Or if there's not one happening, you're like, I want to throw a party at my house. Let's do one at my house, right? And you can set up a little party and have people come to it. Now, for me, the idea originally came for this because...

Man, this is a long time, probably 20, 20 some odd years ago. Mike feels same created a website. It's called marketing breakfast.com. And it was similar to this. We could go and you could set up, he called the marketing breakfast and you said marketing breakfast. And then you could like people from around could go and hang out and just talk marketing and hang out at breakfast. It was really cool. And so I remember there was a boy, some guy did a Boise one and he had us all meet at IHOP at like 10 AM on a Saturday. And so I like IRS VP to it. And we showed him, there's like eight of us in Boise who all showed up. And I

And I didn't know there was anyone else in Boise who actually was in the business. It was the coolest thing in the world. And Allison and I had friends locally and we did these marketing breakfasts at IHOP and we talked about marketing and stuff. It was really cool. And so that's kind of the vision for this is something like that where, again, any of you guys could set up a meeting where it's like, I want to be meeting in my house,

And we're going to watch an old FHL presentation. We're going to talk about it. Or we're going to set up a meeting and whatever that can look like. And then, like I said, we'll also do coordinated ones where it's like we're all getting together at the 30th this month. And me, I'm going to show up at someone's house. Todd's going to show up at someone's house. Throw a cool party because you have no idea where Chris Harrison and me are going to show up at. I wonder if I could hire Chris Harrison to come with me on some of these.

He probably is like hireable right now because the whole, you know, anyway. So one of the goals for today for everyone here and everyone at home is how many of us would be interested in running a little ClickFunnels Connect event at your house, at your restaurant? Okay. So what we're going to do is we are having, I have my house pulled up. There's a page where you can apply to be an event host. And the main reason for this is we want to make sure that you guys are people who aren't

there's a lot of, uh, I and Rand calls them looters. These are people who don't create value. They just go steal value, especially from our community. Um, and so this is the frame to make sure you're not a looter, which means you're going to come and like, try to just grab people from our world and take them to another world. Um, and so, uh, Danny back here, Danny, this is Danny. He's kind of in charge of this. So he's gonna be doing a call. Yeah. So all you need to do is fill out this form right here. Boom. And then Danny will be doing some like group meetups over the next couple of weeks. You jump in, he'll kind of explain everything again. There's not hardly hard,

evil, you know, it's not like a hard thing. It's just, we want to make sure that you're like, you're, you're a ClickFunnels funnel hacker person. And then after that, you can go and create meetings whenever you want, send them all up. And then, like I said, we'll also have everyone who's doing meetings. We'll, uh, we'll coordinate with you guys when we do like the group ones where we're all doing at the same time, same place, um, where we could bring in, I was thinking about this, like in the Mormon world, uh, right now, my wife's in this group. It's called the inkling, any kind of inklings groups.

My wife's in this Inklings group. And it's really cool because once a week, all the women meet together in our area. And they take a talk from General Conference, which is kind of like our funnel hacking live for the church. And so they all show that they... Right? We've got enough Mormons in here. You guys know what I'm talking about. So we're in Utah. Everyone at home, that's... Yeah, anyway. Anyway.

So they all get together and they all watch a conference talk and they talk about everything. I was like, how cool. We've got 10 years of the most amazing funnel hack live presentations. How cool would it be if it's like, all right, coordinating thing. We're watching charisma hacking around the entire world tonight. We all watch it. Then McCall comes in, does Q and A with everybody. And then everyone in the thing is like practicing charisma. Like how cool would that be? And these little mini things happening all around the world. So that's the vision of where we're going with these ClickFunnels Connect events.

And so the only call to action for anyone, not selling anything today other than just go apply to be a host. It doesn't cost you any money. If you go to clickfunnelsconnect.com slash host or scan the QR code at home or here, whatever that is, that's kind of the game plan. And I'll show it to you again at the very end before we get done tonight. But I just want to lead there. Like this is where we're going. This is what we're trying to do. And I want just these things happening all around the country, all around the world because I think it's going to keep the ClickFunnels community tight, which would be really cool. So that's kind of the game plan. So I'm going to – yeah. Thank you. Let's go. Let's go.

We have a lot of other fun plans, but we'll drip feed them all. We'll give them to you guys as we go. Hey, everyone. If you're anything like me, you've probably spent more time than you want to admit just trying to stay on top of your email. Am I right? I used to wake up, fire up the inbox, and boom, I was hit with a wave of random stuff. Newsletter noise, low priority requests, affiliate spam, and somewhere in the chaos, a few messages that I actually needed to respond to. It drove me nuts.

And I'd end up spending hours every day sorting, replying, getting distracted, and pulling off the work to actually move my business forward. But that all changed when I tried Notion Mail. And let me tell you, it's like somebody took my funnel brain and built an email platform out of it. This is the inbox that thinks like you. Notion Mail uses AI to organize everything based on what's important to you. It learns what matters, automatically labels and sorts messages, drafts, responses, and even schedules meetings.

It's personalized, automated, and completely flexible. And do you want to know what's become my absolute favorite feature? Custom inbox views. I've created views for my podcast outreach, my internal team, my JV partners, and even launch commissions. I can jump into a view and laser focus, no distractions, no noise. And when I need to move fast...

Snippets. I've got one click templates ready to go for followups, affiliate approval, speaker confirmations. It's like having a prebuilt funnel, but for email replies, if you're like me and your brain runs a hundred miles an hour, notion mail gives you a calm focus command center, and it just works.

Get Notion Mail for free right now at notion.com slash Russell and try the inbox that thinks like you. That's all lowercase letters, notion.com slash R-U-S-S-E-L-L to get Notion Mail for free right now. When you use our link, you're supporting our show. Notion.com slash Russell.

Funnel hackers, let me tell you a story that still makes me cringe a little. We were gearing up for a huge launch, funnels were done, landing pages were tight, copy was dialed in, everything was ready to rock. Except for one thing. We were looking for more support people to be able to handle the launch. And we figured no big deal, we're going to find somebody quickly. But that didn't happen. We spent weeks trying to hire the right person. We put listings on all the typical sites, but they got buried under a flood of random applicants.

who weren't even remotely qualified. It delayed our campaign, slowed our momentum, and ended up costing us tens of thousands of dollars in lost sales. That's why now I tell everyone to use Indeed. When it comes to hiring, Indeed is all that you need. It's built to help you find quality talent fast, especially with sponsored jobs.

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Want to know how fast it works? In the time we've been telling you about this story, 23 hires were made on Indeed around the world. That's how efficient it is. There's no need to wait any longer. Speed up your hiring right now with Indeed. And listeners of this show will get a $75 sponsored job credit to get your jobs more visibility at Indeed.com slash clicks. That's Indeed.com slash C-L-I-C-K-S. So what are you waiting for? Just go to Indeed.com slash clicks right now and support our show by saying you heard about Indeed on this podcast.

Indeed.com slash clicks. Terms and conditions apply. Hiring Indeed is all you need. So without further ado, this is the founder of Charisma Hacking and Charisma Style. Let's give it up for the one and only McCall Jones. I am so excited to be here with you today. Like Chris said, my name is McCall Jones and I am the founder of Charisma Hacking or co-founder with my cute husband over here. You can wave.

Yeah, Tanner. So at Charisma Hacking, we help coaches and creators sell more on video by making them more charismatic. Now, this is important for our presentation today. Our definition of charisma is the ability to hijack people's emotions and energy. Yeah, can I teach you how to hijack people's emotion and energy today? Say yes. Yes.

Yes. Amazing. So what we're going to talk about today is exactly what Chris said. We need to hook people at the beginning of your sales presentation. Yeah, it's so important. And let me tell you why. So over the last couple of months, we've had a lot of clients come to us and they all had

the same problem. The problem that they had is they had an amazing offer. They had awesome secrets and the rest of their webinar was incredible. The problem was nobody was seeing it because all of these people would show up. They would spend a ton of money on ads, get a ton of attendees to their webinar. And then over the course of the first 10 minutes of their webinar, people would leave.

Yeah, they weren't even making it to the pitch. As I was going through all of these different clients, I mean, and it was clients from very beginners to doing several million dollars a month or a year. It was crazy. They were all making the exact same mistakes. Yeah, so I'm going to show you how to not make those mistakes today and how to redo the first 10 minutes of your webinar so that people actually make it to the pitch. Does that sound good? Say yes. Yes.

Amazing. So I first want to talk to you guys about why this is important. The first 10 minutes are the most important part of your webinar because I know everybody thinks it's the pitch, right? Yes. Yes. I'm seeing some head nods.

It's not because if they don't see the pitch, then it doesn't matter. Yeah, the first 10 minutes have to be the most important. So you want to spend your most time focused here first. Yeah, once you can get them to stay, then we adjust all the other things that they're actually going to see. But this is the most important thing is the first, I'm going to use this board, is the first 10 minutes and really the first couple minutes. Now we have one goal with the first 10 minutes of our webinar. Yeah, the one goal is

is that we want people to think to themselves, this could be my missing piece. That's it. That's our one goal. Yeah. Does this make sense? Now let me show you the wrong way to do this and the wrong way to do the first 10 minutes of your webinar. Yeah. Now I don't want you to say it out loud because some of the webinars that you may have watched that have been making these mistakes are

could be close to you. They could be online. I'm looking at you online people, right? Don't address it. You also could be making these mistakes, but these are the two wrong ways to do it. Yeah, and we're going to keep coming back to this piece of paper, but these are the two wrong ways to establish authority and open your webinar. The first one is what we call a sob story. What a sob story is, is sometimes people will hear the word origin story and they start to dive into their background, right? They start to dive into all

All of the things that have made them the person who they are today. They dive into all of the mistakes that they made when creating their business. Right? If you guys heard of this before, you can just nod your head. Don't say yes out loud. Yeah. A lot of times we'll go to conferences or we'll hear speakers start to speak and they'll start to tell this story.

sob story, right? And they open up the speech with this sob story. Now, this actually does have a place in your webinar. Your origin story is important. Yeah, I do want you to use it elsewhere, but it can't be in the first 10 minutes. Yeah, it can't be in the first 10 minutes because worst case scenario, the thing that people think is who cares? That's worst case scenario. But that's not the reason why we can't start with a sob story.

The reason we can't start with a sob story is best case scenario. When you tell a sob story, they think good for them. Now, if best case scenario, we're getting good for them, the problem with this is...

It doesn't achieve our goal, right? Neither one of those things brings people back to this could be my missing piece. Yeah, we understand. Say yes. Yeah. Amazing. So we will tell our origin story elsewhere and there's right and wrong ways to do that too, but we're not going to tell it in the first 10 minutes. Yes. If you solemnly swear, I want you to raise your hand, get very solemn in your face and say, I solemnly swear. Do not use a sob story.

Thank you so much. So the second one, you're going to really enjoy this picture. The second way that people make this mistake is what we call sexy screenshots.

Now what a sexy screenshot is, is people in an attempt to really establish their authority, right? Because it's important that we establish our authority at the beginning. But when people try to go through and they say, hey, this is why you should listen to me. All of a sudden, they start to pull up these screenshots. And these screenshots can be anything from if you're in the fitness industry, it's like you in a bikini, like flexing of like, yeah, you should listen to me. Look at my biceps, right? If you are in a make money industry, this looks like striped notifications, right?

All of a sudden they're like, "Hey, just so we can get this out of the way, you believe me, I made a lot of money." We don't want to do sexy screenshots. And here's why. And this also has a place in the webinar. 100%. Very valuable, very valuable. Wrong place to do it at the beginning. Yeah, wrong place to do it. Let me tell you why we can't do this. Worst case scenario, people see you going like this and they think, "Who cares?"

Best case scenario, and this is why we can't use those sexy screenshots, is best case scenario, they look at this and they think, good for them, right? Which neither one of them, love this, neither one of those things is, this could be my missing piece. Yeah, now I said this at the beginning, but the crazy thing is these two mistakes are

People make them at the beginning of their businesses. A lot of times if they're like, oh man, I am maybe a little bit insecure and want to establish my authority and I've been through a lot of stuff. Maybe I can inspire people. They go to sob story. Yeah. Or if you feel like you've, you have overcome a lot of trials, right?

You'll go to sob story, right? If you've achieved a lot of stuff, if you've got a really good looking butt in a bikini, you're going to go to the sexy screenshot, right? If your stripe balance, I was going to say notifications. If your stripe balance is very high, your tendency will be sexy screenshots, right? People make this mistake all the way up, all the way up. And when they see a drop off at the first 10 minutes of their webinar, they accept it. And they say, oh man, that's just what happens. It's just what happens.

Oh, well, right. It's a numbers game. I'll just spend more money on ads to get more people there. So hopefully the people that will stay will buy and hopefully that number will go up. Right. So with this, I want to show you the right way to do this. You'll see why I'm looking like this. I have to draw a picture that is crazy. Let me show you the right way to do that. Is that okay? Say yes.

Awesome. Now every single person can use this, right? Whether you're just starting your business or you have a gajillion case study stories, you've made a lot of money. The only thing you need is a single testimonial. Yeah. I know some people who are starting their businesses, they don't have a testimonial yet. Totally fine. Learn this principle, go find a testimonial, get some results for people, come back here and then use this. Yeah. Do we know we can use to say yes?

Okay, so this happens in the first 10 minutes and this is the right way to do this. It has three steps. How many? Amazing. Okay, so step number one, failed before. Yes, I failed before. Amazing. Step number two, this is my most complex drawing. It's a puzzle piece. Kind of. Step number two is one thing. I want you to say one thing. Awesome. Step number three,

Yeah, look, it's this, right? We call it the high kick hook or the fast forward hook. Say fast forward. Amazing. So we are going to go through all three of these steps. I'm going to teach you how to tell this story. Yeah. So if you do this right, it hooks people to the end. And remember, charisma controls the emotions and energy of the people watching the webinar. So we're going to hijack their emotions and make them feel the things that we want them to feel. Yeah. Sound good? Say yes. Amazing. Okay. So

First, we are going to dive into failed before. Now, this story is a case study story. So it's not your story. This is why you need a single testimonial. It's a case study story. So I want you to think to yourself. I want you to write down the first name of your biggest testimonial so far. Yeah, your biggest testimonial so far.

With this biggest testimonial, the first step that you have to do in this story is you have to do failed before. And there's a couple reasons why. The first reason is your warmest customers, the people who are the most likely to buy from you, are people who have tried to get your solution before and failed.

Yeah, they're people who have joined other programs. They're people who have been duct taping a solution together to try to get it on their own. They are your warmest customers and we want to identify them as quickly as possible at the beginning of your webinar. Understand? Say yes. Amazing. So there's a problem here though, because not only are they your warmest, but they're also the most skeptical. The reason why is because they've tried it before and they failed, right? A couple of things happen in their brain because they've tried it before and failed.

The first one is they look at you and they say, hmm, somebody else told me this would work too. Look how that turned out. Right? And the second thing is, which is even worse than that, is they start to think it's their fault that they haven't succeeded so far. If they start to believe that something is wrong with them and that's why they haven't succeeded before, it doesn't matter how amazing your offer or your secrets or anything you're about to sell them is. If they believe I am the thing that's bad,

Even if your thing is good, they'll still never buy. Yeah, they'll still never buy. So even though they're the warmest, they're the most skeptical. Now, something we have to understand is that people will not buy if they think they won't succeed. Yeah, they will not buy if they think they won't succeed. So what we have to do is we have to show them that it is possible for them to succeed even if they've tried before and failed.

Yeah, this is the very first step of our story. So in order to build this story, we're going to start to build a list. I want you to start to list out things that they have tried before and failed. And I'm going to give you a tip because we can kind of kill two birds with one stone here. Part of the things or some of the things they've tried before and failed should be your competitors' methods.

should be the things that they would buy elsewhere. Because if you can show in the first part of your story that, oh man, this person tried, this person's and this person's, this person's, and they failed, they automatically will think your competitors are worse than you.

Yeah. So what I want you to do is I want you to take just a second and I want you to start to list out things your people would have tried before and failed. As you do that, I'm going to give you some examples. Yeah. So one of our clients, her name is Dara. She helps women 50 to 70 age, 50 to 70 lose weight, lose like 40 to 80 pounds. It's amazing. Now, when we do this section of her, uh, we call it the MBS, MPS, the missing piece story. You have a missing piece story.

So with this, when we got to this section of it, she started listing out things that these women had tried before in their lives that didn't help them lose weight. So we had like dieting, obviously weight watchers since they were 12. She listed out fasting. She listed out Atkins diet. She listed out, uh, snapping a rubber band every time they ate something, right? Anything that these women had tried before and failed, she listed them all here.

Then, because Dara doesn't offer Ozempic, she also added Ozempic. She added other things that her competitors would say, this is the thing.

Yeah. So we have another amazing client that's with us here. Her name is Kelsey. She's incredible. She helps high school athletes gain 15 pounds of muscle so that they can get recruited. As we're building out her story of fail or things that they've tried before and failed, it's things they've tried to gain weight and gain muscle. Yeah. So she has like mass gainer, downing creatine, downloading bodybuilder fitness.

fitness plans on Instagram, right? She lists out all of her competitors and things that these kids would have tried without her. Yeah. So does this make sense? Say yes. Awesome. So first thing we have to do is we have to show them that even though you've tried before and failed, that's okay. Yeah. I'm going to show you how to put it into a story in just a second. Okay. The second thing we want to do is we are going to address one thing. How many?

This is so important. Yeah, so important. And this was one of the biggest secrets that we found that was really keeping people longer. Yeah. So this one thing thing is that when they've tried all these things before and failed, we have to tell them that they are so close to success and that they're only missing one thing. Now, here's what I mean by that.

We're going to talk about secrets versus system. Yeah, secrets versus system. Now, I know, as well as anybody else, you don't break a perfect framework, right? You don't break the perfect webinar. You don't take away the secrets. But the way that we started presenting it is instead of presenting the secrets as disconjointed things or tips, you want to present it as a single system, right?

Yeah, it's a single system that has three steps, but it's a single system. It's super, super important because yeah, super important. I love it. So as we are looking, it's incredible.

As we are framing this out for our clients or the people who are watching us, we have to show them the gap between where they are and where they want to be. Right now, the gap can be massive. Right. It's all these skinny kids who want to gain weight. Right. It's like, oh, man, I need to gain 20 pounds. And that seems impossible. Right. It can be these women for Dara who are saying, I am 80 pounds overweight. That feels astronomical.

to lose 80 pounds, right? From where I'm at, right? Or I'm only closing 10% of my webinar. I want to be closing, you know, 50% on my webinar, whatever it is. We need to show them there's a gap, but the most important thing is the only thing

Standing between them and what they want is one thing. Yeah, we're going to even use that language. Yeah, so the reason why is because if they think it's a whole bunch of things, here they think, I've tried this before, I've failed. If we don't address this, they'll think there's something wrong with me. If we give them, this is crazy, earthquake. For this part, if they think that there's a million steps, they think that there's a million ways that it can go wrong.

Right. All of a sudden they're looking at this and they're like, oh man, that feels hard. And if they have already thought there's something wrong with me, even if we overcome that, we have recently overcome that. Right. If we're like, listen, the secret to being in your charisma styles is you just have to change your hair and change your face and change your voice and change your body and change every single script that you're doing and then do this and then do this. All of a sudden, even if we're like, you have the secret, they go, that's too many things. Right. It's very overwhelming.

Very overwhelming. Amazing. Right? Instead, if we can tell them, right, the thing that you've been missing is one thing. We say the thing that you're missing is your charisma styles.

And all of a sudden they go, oh, I just have to use my charisma styles. Yeah. Now, if you're not familiar with charisma styles, there are three different styles plus the false faces. Like it is a process to learn how to use your charisma styles. But they they I'm telling the truth. They are just missing one thing.

Yeah. So instead of presenting it as secrets, present it as a single system. And then that system, you can still use like your titles of your secrets and things like that. Yeah. A couple examples. We do have charisma styles. Perfect webinar. If we said, hey, you know, you're not closing anything and you want to be closing. Good news. This person tried this and this and this and this and this and they failed. The one thing they were missing was perfect webinar.

Yeah, the one thing. If the person can believe that there's one thing missing, then they will move forward. Yeah, does this make sense? Say yes. 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. Awesome. So now the last piece of this is the hook. Yeah. Once you tell them that they're missing one thing and it's called Perfect Webinar, they're

you're not going to tell them what perfect webinar is yet, right? You don't go through and you say, oh man, yeah, we tried this and we tried this and we tried this and then we came up with this solution and we came up with this solution and we trial and error here and here and here, right? You can do that in an epiphany bridge once again later, later in the presentation. The hook here is you tell them they were only missing one thing. Then you fast forward to results and you say, okay, fast forward to three weeks later after using this one thing, here were the results, right?

And then you say, what changed? What took them from where they wanted to, or from where they were to where they wanted to go? What changed? Well, they had to stop doing this and start doing this. They were smart enough. They just needed the system. Can I show you the system?

right? And then the reason why I call it a high kick hook is I go say yes. And then I do a high kick, which is why our logo is this, right? This is the part of the speech where I add the high kick. Yeah. This is the hook where all of a sudden they're like, yes, I want to see the system. I want to see the system. And when you reveal it that way, all of a sudden they're emotionally bought in. We have now been in complete control of the emotions and the energy of our people. Now they believe, oh my gosh, it's not my fault.

I haven't succeeded. Oh my gosh, I'm so close to success. What's that system you got for me? Can I get that? Yeah, is this making sense? Say yes. Awesome. So now I'm going to give you the transitions that just make it easier to tell the story. So we failed before. When we get to the one thing between them failing before and finding the one thing, they just have to find you.

Yeah. So we say, okay, this is this person. I'm going to show you some examples. Yeah. Cause I've done it at both funnel hacking lives and we just added it to a webinar of one of our clients. Yeah. Like this morning, which was so fun. Yeah. So between this, we say, okay, this person tried this. They tried this. They tried this. They were failing. It was terrible. One day they had enough and they found me and I looked at every single thing that they were doing and I called him and I said, listen, you are so close. You have the exact right. This, this, and this is

You're just missing one thing. So fast forward three weeks later, she does the same event. She does this, she does this. But this time, big result. Now, what changed? What took her from totally failing like she did before to getting this big result?

Well, she had to commit to using the right system. Can I show you the system? Say yes. They say yes, and then you do it, right? So high kick optional, but not really because you should do it. Just stretch the hammies, right? So they find you. Yeah, does this make sense? Say yes. Amazing. So now the transition from here to here is literally what I just said. We say what changed?

Now what changed? What took them from this place to this place? Oh, they just needed the right system. Yeah. So this together will hook them in. Does this make sense?

Sorry. Does this make sense to say yes? Amazing. So I'm going to show you a couple examples of me doing these stories. Yeah, we first started adding them to speeches because we knew we had to establish our authority in a very short time window. And instead of doing sexy screenshots or instead of doing a sob story, which a lot of speakers do and you lose the audience because they think who cares or good for you, we started adding them to the beginning of our speeches.

They were working so well that we started adding them to our webinars and we had the same effect. People stayed longer and they were more primed to learn and they bought more at the end. Yeah. So do we have volume? Yeah. Cool. Okay. We're going to watch this. It's a couple minutes long, but you're going to be able to see all of these points that I'm hitting over on the side. This is Funnel Hacking Live 2023. And I'm going to show you how I know. This is Kayla.

Kayla had a new course, so she did what she was supposed to do. She had a dramatic demonstration in the form of a three-day event. Day one of the event, she couldn't scroll fast enough to keep up with the chat. They were losing their minds. By day two, it was all hashtag fire emoji value. Oh,

She goes into day three of the event thinking, I am going to be so stinking rich. Day three comes. You ever felt this? Say yes. Day three comes. Kayla makes her big pitch and nothing happens. Guys, nobody buys. But that's not the nightmare. The nightmare was instead of Stripe notifications coming in on her phone, she was getting Instagram DMs that looked like this.

OMG. So amazing, girl. You totally inspired me. I'm finally ready to move. You'd be so proud of me. I just joined Shailene Johnson's program. I never would have been brave enough without you, girl. Thank you. In case you missed that. Kayla is not Shailene Johnson. Now, you know what's worse than an event that doesn't convert? Inventors. Now, here is why Kayla is a winner. In this moment, she could have said, I'm not cut out for this.

like Russell Brunson. This doesn't work for me. I've been doing anything that I'm supposed to be doing and it's not paying off. But she didn't. Instead, she said, I'm so close. Say, I'm so close. I

And she sent her videos to me. And guess what? She was right. She had the exact right offer, content, and credibility. There was just one thing that was tripping her up at the finish line. So I called her and I said, Kayla, listen, you are trying to pitch like Russell Brunson. When yes, Russell is amazing, but you are nothing like Russell Brunson. You need to pitch like Tony Robbins and Gary Vee and Brene Brown.

So three weeks later, Kayla does the exact same event. It has the same offer and the same content and the same information. She only changes one thing. This time, instead of modeling Russell Brunson, who she's just nothing like, she modeled her charisma after the right people for her. What was a complete disaster three weeks ago, this time was a six-figure launch. Now...

Kayla wasn't years away from finding her voice or being attractive. She was three weeks and a week away. But she had to commit to the right process of becoming an attractive character. Guys, can I show you the process? Say yes. Say yes. Yes.

High kick. High kick optional. So do you see? Yes, there are more details. That's why I put this here. You guys take a screenshot of this. Yeah, putting it actually in story form. But if you even told a one-minute version of it and you just went through those points, these are the things that matter. Yeah, if you put these elements in it, it has the same effect. Yeah, does this make sense? Say yes. Yes. Okay, amazing. So we're going to watch another one. Helpful to see examples? Yeah. Yeah.

Okay, this was Funnel Hacking Live 2025. So with both of these years, like I said, you have a very short time window when speaking anywhere. But when speaking of Funnel Hacking Live, so it's a really good exercise of like, okay, how do I get them to completely buy into my framework, overcome all the false beliefs that I need to and establish authority instantaneously? You tell a story that's two to three minutes and you're in. Yeah, here is Funnel Hacking Live 2025.

Here's how I know. This is Kristin and Sylvia. They help Shopify business owners get traffic and turn it into sales. Now they wanted to sell their product to more people in less time, so they started doing live webinars once a week, every single Friday. Now every single week looked the same. Monday through Thursday, they spent all of their money on ads, they got tons of signups, and then they would frantically prep for Friday.

Friday would come, the audience would show up, and they would go crazy for the information. These people would thank them profusely, and then they wouldn't buy. Their weekend ritual became tweaking slides, stressing about ad spend, and thinking to themselves, "Is there something wrong with us?" One day they had enough. So they sent their webinar to me and asked me to hop on a call with them. And here's what happened after the call in their words.

The first webinar we did after we made these small tweaks, we closed 20% of the room, which had never happened before. And people bought the upsells and they paid in full, which had also never happened before. Now we've evergreened this webinar and tonight we are collecting our two Comic Club Award. Now, what changed? What took Kristen and Sylvia from this guy

To this guy. The secret was they knew how to take the most boring part of a sales presentation and make it the most exciting. Because even the right information and frameworks and products, if presented the wrong way, will completely sabotage your pitch and it will tank your sales. But if you can say the right things the right way in the right order, then you can sell like Russell. If you know the secret, my friends, can I share you the secret? Say yes.

High kick, high kick transition. So we have one more. So this is our client Kelsey, and she literally was adding this to her webinar this morning. So if you want a what's working now, we literally added it this morning. So there aren't the arrows on the side, but you can start to follow along. This one's about two minutes long. Let me tell you about Ben. Ben was not only the best pitcher in his high school, he was all state. His skills were above and beyond all of his friends and his teammates. So it was no surprise when he got recruited to play at his dream school.

But before the season started, Ben's coach sat him down and told him that while his skills were incredible, his size was an issue. Ben was 6'1 and 155 pounds. So Ben tried everything to put on weight. Month after month, he would grind. He would lift heavy in the gym. He'd pound mass gainer. He'd try creatine. He'd 3X his protein intake. The next month, he would try to dirty bulk. He'd eat so much, he'd make himself feel so sick. He was downing as much pizza and peanut butter as he possibly could.

And then he tried downloading a bodybuilder Instagram influencers meal plan. He tried his college strength coaches meal plan, but no matter how hard he tried, the weight was not coming and it was not coming fast enough. So Ben showed up to his training camp and saw the other pitchers and every single one of them was 15 pounds heavier than he was.

Ben, without a doubt, had the skill and the technique, but the fact of the matter was the other athletes he was going up against were just bigger. Ben was trying to play at the college level with his high school body. So he ended up sitting the bench the whole first season while the bigger but less skilled players than him started above him. And at the end of the season, Ben talked to his coach and his coach told him that if he didn't put on at least 15 pounds before he came back in the fall, that he would once again be sitting the bench all season long. So Ben had had enough.

And he knew he needed to reach this goal fast and he couldn't do it on his own. So with 12 weeks to go till training camp, his dad found me on Instagram and sent me a message. He told me everything Ben was doing and asked if I could help him. After analyzing everything he was doing, two things were clear to me. Number one, Ben was clearly an amazing athlete. He was hardworking. He was committed. He was driven. And number two is Ben was trying to fill a bucket that had holes in it.

All of Ben's hard work was being wasted. In fact, he was working way harder than he needed to be because he was just putting all of his effort into the wrong things. So I sat down with Ben and his parents and told them, Ben, you're trying to gain weight like a bodybuilder when you need to start fueling like an elite athlete. Fast forward 12 weeks later, Ben was 15 pounds heavier. He could throw harder, his performance increased, all of his PRs increased in the gym, and he finally had his size to catch up with his skill. His coach noticed and Ben started that season.

Yay, Kelsey! Okay, friends, so with this story, can you see how it will immediately establish authority? Say yes. Yeah, do you see how you could do this with any testimonial you have? You just need one. Say yes. Amazing. Do we understand failed before?

Yes. Do we think we could create a list today of things that our people have tried before and failed? Yes. Yeah, do we see how awesome? Kelsey, especially because this is a webinar, the other two were a speech. We try to add as many as we can in there. They tried this, they tried this, they tried this. Oh, so frustrating. Yeah, do you think you could create a list just like Kelsey did? Say yes. Awesome.

Awesome. Okay, so now when we move to one thing, right, could you take your secrets, your system, everything that you're doing, and could you put it into a single system? Yeah, put it into a single system and name it. Say yes. Some of you may already have a name, right? With Kelsey's, the thing that comes right after this is hers is called the gain system, right? We have charisma styles. There's like the right side up.

protocol, right? Whatever it is, you should try to incorporate a system or protocol or whatever if it's not apparent in the name. So it does feel like a single system. Yeah. I also want you to make sure copy wise, like actual phrasing, you do a couple things. One, you say one thing. Yeah. You want to use that phrasing. They were only missing one thing.

Yeah, because then when you say the thing they were missing is the system, can I show you the system? They're like, well, yeah. Right? When Kelsey says he needed to stop training like a bodybuilder and start feeling like an athlete, when she says the system is the GAINS system, can I show you the system? Everybody goes, well, yeah, I want to see the system. Right? And if the entire goal, let me do that. Thank you. If the entire goal is coming back to our bikini shots, all the things.

If the entire goal is for them to think this could be my missing piece, we have hooked them, right? We haven't given too much information where they think, oh yeah, I got it. And then they leave, right? Automatically they go, I want to hear this system. I want to hear these secrets. They think this person could get it for me. I'm okay even if I've tried before and failed. Yeah, we understand and say yes.

Amazing. Okay, friends, I want you to try to do this today. Yeah, when you leave this ClickFunnels event, map out those three things, fill in the details of things they failed or tried before and failed. You can say, okay, how would I say that they were missing the one thing? You can use these transitions. Yeah, did everybody get a picture of this? Yeah, you can use these transitions. This one is what happened, what took them from blank to blank.

I can write that down if you want, but what happened? What took them from blank to blank, right? It was that they didn't need more information. They were just missing the system. Can I show you the system? And then you can go say yes. High kick, right? So I want you to write this today. Do you commit to writing this today? Yes. And putting it into your webinar sometime in the next week. Yes. Say yes. Yes. Amazing. Okay. Thanks so much for having me friends. Have so much fun at the recipe event.

Now, obviously, if you want to sell stuff online, you're going to need a good funnel. But if you want a great funnel, then you're going to need to use ClickFunnels. ClickFunnels is the number one funnel builder in the world, helping more first-time entrepreneurs to leave their nine-to-five and to launch their dream than any other company on earth. ClickFunnels was built for the dreamer and the doer, and you can get a free 14-day trial by going to clickfunnels.com slash podcast right now. That's clickfunnels.com slash podcast. ClickFunnels, because you're one funnel away from changing the world.