Pricing, Niches, and Strategies to Skyrocket Your Success: Q&A from Selling Online!
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What's up, everybody? This is Russell Brunson. Welcome back to The Marketing Secrets. No, The Selling Online. No, The Russell Brunson Show. I don't know. We're still in the middle of a rebrand. Trying to figure out exactly what to do. But glad to have you guys back. And I hope you guys are all doing great and getting ready for the Christmas season, Christmas holiday. We're like a day or two away, depending on when you're listening to this from...

um from christmas so hopefully you and your family are um are together and uh enjoying the season so um to kind of end out this year what i wanted to do is we wanted to focus on um uh actually doing a couple more of the q a shows um last two episodes we let you guys listen in to the slug online uh q and a's and i hope you enjoyed i hope you got a lot of value from it uh i think you

you know the best thing to do is to be able to ask somebody directly your questions but sometimes the second best is to listen in and actually hear other people's questions and ideas and it's really powerful so

This is part three of four of the Q&A show, and I hope you guys enjoy this, and hopefully it gets the wheels of your head spinning for your own business as you're preparing to get into the new year. A couple things we'll talk about during this episode. We'll talk about some more cool Dream 100 strategies. We'll talk about live and pre-recorded webinars, what's best, how to do it, right price points. We'll talk about figuring out your niche. We'll talk about different pricing strategies, and I'll show a bunch of real-world examples.

to help show you guys just different ways that you can use marketing in your business. So I hope you guys enjoy this episode. And if you do, please take a screenshot, tag me in it on socials. And as always, please jump in and go leave a comment on the show. It always means the world to me. So that's it. I hope you guys enjoy your Christmas. Hope you enjoyed this Q&A show.

We've got, I think, one more Q&A show, and then we'll be into the new year, which we have some really cool things prepared for you guys in the new year. So hopefully you guys continue listening, and we'll see you guys again soon. Thanks, everybody. In the last decade, I went from being a startup entrepreneur to selling over a billion dollars in my own products and services online. This show is going to show you how to start, grow, and scale a business online. My name is Russell Brunson, and welcome to the Marketing Secrets Podcast.

Welcome back, everybody. What's going on? All right. Next up, our welcome back is Tish. Tish, welcome back. Welcome back.

Thank you. Thank you. And thank you so much for taking more. We really do value your time. So let me get right into it. I have two follow up questions. So I want to try to get them both in the person. Russell, you said make sure after I do the Dream 100, by the way, I've already started doing it behind the scenes ever since you said that I got my whole plan written out here after I after I was thinking I'm going to send them a gift. I have something in mind.

I'd like to, but you said after you do that, make sure that you're all over social media so they can find you everywhere. How do I get in front of them when I don't know where they spend their time on social media? So, so you said be everywhere they are, right? So how do I do that? So, um, do you have, I'm assuming you have their email addresses. Do you have their, what do you have? Do you have their, uh, home addresses? What, what info do you, what data points you have on them?

All we really have is where they are in social media. Their social media accounts. That's what we have from them so far. LinkedIn profile. Because these are corporate leaders that do not provide that information unless you have their relationships with them. Well, the good news is that we are in America, and America has got no privacy. Yes, that's true.

Just so you all know, this is how it works. So we do this all the time. So there's data pending services that you can hire. So I think Melissa Data is one. There's probably a couple other ones. But basically, if I have someone's email address, I can send it somewhere, and they will give me all the rest of their data. Or if I have someone's home address, I can send it somewhere, and they'll give me all the rest of their data. So if you have any data point of someone, you can get...

most of the rest of it with like 98% accuracy or something like that. So you do a data pending service. So you get whatever you can, right? You can try to scrape contact, scrape information. Anyway, this is like the gray hat thing.

Russell coming out. Okay. It's like, if you, you need the data, you can get it. It's all there. Right? So basically, but it's gonna make a little work, right? You can also, um, it can be as simple as like contacting through LinkedIn or different places and trying to, you know, like, Hey, we're trying to send you a gift or who's the person that your company. In fact, there's a really good book. Oh, so good. It's called predictable revenue.

Uh, very predictable revenues. It's the guys who took Salesforce from zero to a hundred million dollars originally. And they did it all through cold email and cold calling and how they got, anyway, it's really, it's not a hundred percent apples, apples, what you're doing, but it'll show you like the scripts they use to get people's contact information. Like they would, they would do is they would, they would find like the person lower up in the, in the company.

And they're like, hey, I'm trying to find who the buying agent is for da-da-da. And the person's like, oh, let me introduce you to it. And then they did that person intro. And, like, it was really sneaky. They're like the gatekeepers oftentimes. Yeah. And how they position the emails to do stuff. But it's worth reading just to get ideas. That'd be like one, like, how do we get these people's contact info, right? Then it's going in and, like, what can I scrape from LinkedIn? What can I scrape from the business? Like, sometimes they get a business address or things like that. And finding data pending services, right?

You know, it's all these different things. Info USA, you can buy lists of people that have stuff, right? So it's getting any of those things you can possibly get and then doing a data pending. Because if I get their email address, now I can take all the email addresses, go into Facebook and say, these email addresses, follow them everywhere they go on Facebook, Instagram, Google, because like it'll, it'll let you track those things. And then now you can just blanket those person, those people and follow them everywhere, everywhere they're going.

Got it. Thank you. So I have time for my follow-up. So the other thing is I'm thinking inside the gift, I'm going to put a little card that this is a gift for you, something like that. I also think I would like to put a QR code in that when they scan it, there's some type of video from us. And if you were going to have a video that they scanned and saw, would it have an offer in it? I'm curious what you would do. Cool. I do this often. And Kate, let me tell you the secret. This is a painful secret. So I'm going to give you some pain and you're going to love it.

So every time I do a new launch, I get my camera out and I record 500 videos. Hey, this is Russell Brunson. Or you just like this. Like, hey, what's up, Frank? How's it going, man? I'm so excited to send you this package in the mail. I'm going to show you blah, blah, blah. It's really, really cool. Let me show you a real quick clip to show you exactly what's in it. Video in two. Hey, what's up, Mike? So first off, hope you're good. Last time I saw you at whatever event, that was so cool. And like the fact that you guys are here is so awesome. Hey, real quick, I made you a video explaining blah, blah, blah, blah.

I do that for like two days and I take that to my team and then I make a second video that has all of the, like all the rest of the stuff. Right. Um, and then they just like, they glue those videos together. So it ends up being like a 10 minute video that you're getting, but they're getting a very custom minute to 90 second thing where I'm like trying to reference something personal that we would know together. Like, dude, that thing you did last week was so sick. Like that was amazing. It made me think about that. Uh, by the way, check this out. So yeah,

It's painful. Like every time I do it, I tell my wife, I'm just like, well, I'm making 500 videos today. She's like, I'm so sorry. I'm like, I know. Cause you have to be like the same excited every time. Like, hi, how's it going? Hey, how's it going? You know, you're just like 400 videos in. You're like, I want to die. Hi, how's it going? You know, anyway. Um, so that's, that's the reality, how I do it. And then, um, I don't know if I would pitch the thing as much as just like,

Because initially I'm trying to build some kind of rapport or relationship or something. I'm trying to get them to call me back or do something. I had somebody one time send me a box like this and it showed up with a prepaid cell phone. It had a prepaid cell phone in it with their phone number. It was like speed dial one or something. And they had a video. It's like, hey, Russell, da-da-da, whatever. Pick up the phone. Just dial one. It'll call me directly. My private line and we can talk. And I was just like...

I hate phone calls. Phone is my number one fear in life. It's kind of weird. But I was like, I have to push one on this because the guy sent me a prepaid phone. I clicked on it and shared it with him. Anyway, so there's a lot of different ways. But yeah, it's more trying to like, I'm probably not going to sell from it. I'm trying to like, how do I create enough of something that I can have a dialogue with them however I want to be, right? If it's online or if it's a webinar or if it's something, you know what I mean? That's what I'll be trying to push towards.

Thank you. You are totally fire. I'm in Myron's inner circle. We love Myron. Wow. Wow. Thank you so much. No worries. Thank you. Way to go, Tish. Love it. Now we're talking about the actual... Here's like...

Sometimes we think it's like it's all sunshine and rainbows. It's like, no, we're going to go and spend two days doing 500 videos. And then we're going to go scrape people's contact information, the people I need to get a hold of so I can figure out how to send them stuff. Another thing we've done a lot in the past is like actually going to the company, hitting the gatekeepers and saying, hey, I'm trying to send Julie a gift. I don't want her to know about it. What's the best office address to send it to? Ninja Hacker. And they're like, oh, yeah, here's the address or whatever. And so there's always –

There's always ways. Yeah, B2B is always interesting too. I mean, you could hire a setter to go do all of this stuff too, but adding that personal touch to it makes all the difference. And some of these people you knew, like if it's a Dream 100 play and you knew them, but like for Tish, if she doesn't, maybe it's something that they said like,

I've had people email us like click on this radio. Like I just listened to episode blah, blah, blah, blah. And it was awesome because of this. And you're like, Oh, they actually are paying attention. So like if Tish goes out and says, I just saw on social media, that article that you did about this changed my life. That's one of the reasons that I'm reaching out. Something like that, that does like a personal connection again. A hundred percent. Yeah. We're all trying to look at that personal connection. Even like dream 100, when we're going to dream 100 for affiliates,

I can't remember who, I think it was Rachel Peterson. She said that what she would do for Dream 100 gifts is she would like find the person, follow them socially and try to look at, like what can I send them that match their house? Or she'll go to like their Amazon wishlist. And if they have an Amazon wishlist, then she'll like send them stuff from that. She's like, we know they already want this. Anyway, it's a little more work, but man, you get one contract, one deal, one engagement. It can be worth it. Can I tell you what not to do as well? Just for a second. Like Russell doesn't drink. I don't drink. Okay. It's religious for us.

And I had a guy send me this big, huge, like wine craft. I made like a connection for him. They made a bunch of money off this event and he sent this wine craft. And I'm like, dude, we've been friends for like three years. I see you at events all the time. And he sent me a wine craft. Like, and when he watches this, he's going to be like, Oh, you know who you are? I love him, but come on, man. I didn't say someone wanted to pitch me on a network marketing opportunity. And I don't know how they got through all the gatekeepers. Somebody got me on a fall. I don't know. I was like,

how did this person give me a call? Somehow I'm on a call with a guy and he pitched me. I remember, and again, I'm Mormon. Mormons don't drink alcohol, tobacco, coffee, or tea, right? So like never touched in my life. Never had a, never had a coffee. Don't even know what it's like. Anyway, I have no idea what it tastes like. And he gets in front of me. He's like, Russell, he's like, I got an opportunity, ground floor opportunities can change your life, all that stuff. Right. And then he's like,

what is one thing that everybody in the world drinks every single morning? I was like, water? He's like, no. He's like, coffee. There's not a human being on earth that doesn't drink coffee. He pitched me on this whole coffee MLM. I listened to the whole thing. I was like, dude, you did not do your homework. Somehow you got through all my gatekeepers. You showed up and the company had other products, but he pitched me on coffee. I was like, there's a segment of the market who I happen to be part of. This is how I drink coffee. Anyway, it's just,

I'm like, do your homework before you show up to talk to somebody. Yeah, Dream 100 is so powerful if it's done right. Yeah. It's awesome. That was a great question. All right, let's keep it going. Clayton, who do we got? All right. We have actually a new question here from Luis. Luis. Welcome to the party, Luis. Hey.

What's your question?

Thank you for everything, guys. It's been really, for me, it's an honor to be here right now. So let me tell you, I have a program called YouTube Fortune Maker Formula that I created, which pretty much I help Latinos and Hispanic people to grow their personal brands on YouTube, which I find is like the most powerful platform in the world. So I have gotten a lot of good results with the students. But before that, I was in the real estate industry. I was a top producer. I love real estate.

So the majority of the results that I've gotten is with realtors. But I don't know if it should be like a good strategy for me just to niche the realtors because I also have doctors, psychiatrists, and different people in my program, or just go in general with personal brands. The strategy that I'm using

Besides my organic traffic with my YouTube channel and all that kind of stuff, I'm running ads through a VSL, a pre-recorded VSL, where they can just schedule an appointment on my calendar. But now that you talk about the perfect webinar, I don't know if it should be worth it. I think it definitely should work for me to try and go live.

run some ads and try like the perfect webinar live to see the reaction. What are your thoughts about that? Should I go with one specific niche or maybe just personal brands in general or try live webinars? What's the price point where you're selling? I have two programs. One, $9.97, which is just a program, and the other one is $2,500, which we have live classes once a week.

where I can see and check what they're doing so they can do the tweaks and optimization on the product. So 997 and 2500. Yeah, so both those price points work really well in the webinar. So I would do that because it takes you out of doing the selling and all that kind of stuff. So that'd be number one. I think 100% I would stop what you're doing now. It's working. But I would create this and see if we can get that to the spot where it can scale way faster, where you're not involved so heavily on the selling side of it.

And then number two is like, so it's always easier to pick a niche market. Um, now you, you may want to do, especially if you've already done for a couple, like you can go and like this, this do it for realtors. That's like, I would make a very specific webinar and offer for realtors, get it working, running. And then if you, after you get working really on this evergreen, then you can, it was on autopilot. Then you can go and create one for doctors or whatever. But like the more,

the more niche specific, the actual presentation, the webinar, the landing page is the higher conversion rates will have across the whole board. You know what I mean? So I'd pick one and just like focus on it, perfect it, get the ads working, get like just everything working and scaling it. And then if you wanted to, you could, you could pick another market or you could just pick that same market and just keep going deep. Right. Um,

I know Krista Mayshore in our group, she helps realtors, does that, and she does a million dollars a month just helping realtors, just doing their thing, right? And so there's deep wells there. Sometimes we get so excited about all the opportunity we're jumping from thing to thing to thing to thing versus like you can just dig a really deep well in one spot as well. So, you know, just kind of… No, beautiful. Actually, I started doing. I have a webinar for realtors. I have a webinar for personal brands.

And it's working. But the thing is that I'm thinking that maybe if I do live webinars, maybe I can get, like, better results. I don't know. What do you think about that? If I can just run traffic? I don't know. I would like to go live once a day at least. But I don't know that the traffic is going to be enough to send in more people for every day. So we found, like, so...

I showed this, I can't remember what day it was, the improv webinars. I showed like the one I did on Facebook live and then the Caitlin did. So it was interesting. Like, so Caitlin was doing webinars, like registration, do a webinar. Cause if she did the Facebook live version and, um, it, it out converted her other one. And then they turned off their core webinar and just drove ads directly to this one. Or just like that became an ad they were driving traffic to. And she, she swore by, she's like, I would never do webinar registration page. Cause like,

you know, some of us to click on the link, then they register, then there's a guy show up and like it, you know, it shrinks down the funnel. She's like, here's like, she's like, I just run ads to the actual webinar and it blew up and they were getting like 10, 20, 30 million views on one, one Facebook live she did. Right. And so a lot of people started jumping, trying to do what she was doing because of that.

And the problem is most of them bombed because they hadn't perfected the webinar. So Kaylin had done 100 webinars live prior to that. So when she came on, she nailed it. And it was just like she knew the script, knew everything, and it crushed, right? So what we're finding is like the best is to practice and master and learn it inside of the framework of you just doing it like in a traditional webinar. But if you already got one that's working, going live and doing it is really powerful.

Usually it's going to be shorter form. It's harder to keep someone's attention 90 minutes on Facebook or whatever, Instagram, whatever. But like doing like a 30 to 45 minute version of something and then running that as an ad is a super smart strategy. So you don't do every single day. Just do one. Maybe do every single day until you get one that just crushes. And then it's like, okay, now just turn ads and I think and blow the whole thing up. You know what I mean?

I'm going to do that right away. Keep me loop on that, man. I want to see how you do with it. Thank you. Great question, Luis. Can't wait to meet your wife soon when you get your two-hour comic club award. I don't know. I'm just warning you. I'll see you. I'll see you. Oh, no. Thank you. Thank you, guys. Thanks, Luis. Give him a hand.

What's up, everybody? This is Russell Brunson. I've got something really cool for you today from my friend Taylor Wells. Taylor spoke at our last Funnel Hacking Live because I wanted him to share a really cool concept about what he calls the revolving pricing method. And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love. It's something we've been implementing into our high-end coaching program as well, and it is amazing. But to kind of give you some context about

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Church's fans keep it real and we got a reward that Church's real rewards makes it real easy to save real coin real fast like in real time get a free two-piece chicken or three-piece tenders with your first purchase when you sign up all right let's keep the party going Clayton who we got all right next up as we have Sebastian Jimenez back all right welcome back Sebastian what you got for us studio thank you can you hear me okay yeah

All right. Hey, Russell, I listened to your podcast. I think it was the replay of the last VIP Q&A and you pitched the guy his own business. So would you pitch me of why I should use a studio versus doing my event at home, for example? Like how would you pitch somebody to use a studio versus doing it at home? Okay, cool. Um,

using your studio versus, versus doing their own way. So yeah. Like why get a studio to do the event? Yeah. Um, you'd be interested to do. I, I, so these are things I would do the research, try to figure out, like looking at your clients, you've got studio versus home and like looking at like what conversion rates are. Cause I'd be curious to figure that out. Like,

Because that would be the story. You've got to build something about a story that's going to break that. Because I had that answer, but only one time it happened. They were doing it at home or at the office. They made $600,000 from the event. They came to the studio. They made $1.2 million. They went back to the office. They made like $800,000. So they came back to the studio and they kept coming. That's all you need, one story. I only have that one. Perfect. Let me show you the –

Let me show you the, here's Russell pitching, Ken. The number one secret to double the sales on your live event without changing any of your live event, or without only changing one thing in your live event, this seems so insignificant, yet it's the key to help one of our clients go from $800,000 to an event to over $1.2 million.

Dreaded ship webinar. Find out what it is. Oh, what's the hook? What is the one thing? So they show up like, Hey, this is how many, like you're here. You're an author. You're a speaker. You're a coach. You're a consultant. You are great at what you do, right? How many of us are out to do webinars right now? How many of you do live events, right? And you're crushing it. Did you know that just the fact that like transitioning the environment, you're doing an event can change everything for you. In fact, let me tell you the origin story. I had a client that I tell the story of the client. There's your origin story. You do the first one.

800,000, 600,000. Second one, 1.2 million went back and now he will never leave. And the reason why is this, okay? Sorry, that was the thing in front of that we figured out a framework that increased conversions through virtual studios. All right, secret number one, virtual studio. The first thing is the fact that

virtual studios give increased credibility because not just some guy in his underwear in his house it's like this person must be legit because they're here right it's the reason why people try to get on the news and try to do these things because you get the street cred the credibility you get footage of you in front of the stage and it increases your credibility to the end market by being the studio number two a lot of people are home on their webinar running the tech stuff themselves how many of you have done have been running a webinar before and the tech dropped and you screwed up or the internet went wobbly and you lost something or someone's commenting you're trying to respond to the comment while you're speaking you get all confused and

Someone starts talking trash in the chat and you're all stressed out and pulling your hair out, right? Happens all the time. What's nice when you come to our virtual studio, we do all that for you. All you gotta do is show up and perform and do your thing. We take care of the comments, the moderation, the lights, the video, the thing. And by the time it's all done, we give you an edited presentation or edited event that's awesome.

And then, so that's secret number one. Secret number two, after you do your live event, you may think it's a one and done and you threw, you know, and you lost $100,000 renting a studio, but the reality is that $100,000 investment now will become an evergreen cash machine for you. Okay? Secret number two, we're going to show you how to take that, that,

live event you did and we're going to turn it evergreen. In fact, we're going to show you the exact funnel our clients use to take their live event to turn it into an evergreen event and da-da-da-da-da-da-da. It's amazing, right? And secret number three, how do you fill these events 24 hours a day so that one event you did once will pay you for the rest of your life even after you die and your kids die and blah, blah, blah. This is how you get traffic to it consistently.

There's the three secrets. Now you come back and you're like, oh my God. Framework. That's so awesome, man. Did you guys see what Russell just did? He just did perfect webinar in like 90 seconds. Vehicle, origin story vehicle, internal false belief, external false belief, and then he didn't get to the sack and close yet. But that's the framework. That's awesome. That was amazing. Real quick. Everyone's gasping. Nobody else ask me that, please. I can't do it twice in a day.

It's real great. So three years ago, you told us to put content out there. If you say, I promise you, if you do it every day for a year, you'll be a different person at the end of the year. Well, it's been three years, and I still can't figure out what to talk about at the studio. I don't know why people care. I don't want to talk about tech because people are not going to talk about cameras and angles and lights. They don't care about that.

Can you help me understand what you're trying to talk about? Yeah, tell stories of the clients behind the scenes. We did an event for so-and-so. Check out what we did. Look what they did different. You're showing them you've got this cool... You're showing behind the scenes. You're the Wizard of Oz like I am. I'm showing behind the scenes of funnels and selling. You show behind the scenes of events. So-and-so did this event and this is what they did different. Look how they positioned this. You start showing all these pieces and now it's like they start visualizing themselves in the event. Michael Hyatt used to have a membership site called

He sold it to Pete Vargas. It was Platform University. And what he would do is every week they had different content. It would rotate through every four weeks. So...

I can't remember. The third week, I think, was behind the scenes. So, like, the content was just Michael Haig speaking at events. So, you see him in the hotel room and, like, what kind of deodorant he put on. And it was just, like, this weird behind the scenes. But it was, like, people love that. It's like, oh, cool. That's how he does it. Like, Funnel Hacking Live. I always do a video for Funnel Hacking Live. I use this thing called Sweat Block to make me not sweat before the event. And so, like...

It's the dumbest thing. But every year I'm like, hey, one of the secrets of speaking from stage is I put sweat block on so I don't pit out in the middle of the event. And I tell them that. I get more comments on that stupid thing than anything. It's hilarious. I'm like, I've also sweat blocked. This is the greatest secret of all time. And I'm like...

but like that's what they want right so it's like you have like you're the guy behind the scenes showing all the kind of stuff like it's that like so when you have someone coming in I would just ask them like hey I'm gonna try to find four or five cool things you did and share with my audience you cool with that I'm sure most of you be like sure no worries and you're just showing like here's how they did this this is the cool thing I saw like notice how they did this part this is how they did the re-pitch this is how they did the lighting they had us do this differently because of this and you know just showing that because it puts them in the ownership experience of like oh I'm experiencing this how cool is that like that's

It's my goal for you. If I was you, I just always thinking like ownership experience, how to create content that gives the end user the ownership experience that they were experiences for themselves. Like you're basically in proxy, putting, putting them in the, in the theater by showing all that kind of stuff. Does that make sense?

Perfect sense. And last thing. So two people have come through here and they've had your book while they're doing the event. They go back backstage and then they read the book. It's like, okay, they come back out. It's so funny to see them with your book. That's awesome. That's the coolest thing ever. I love it. That makes me so happy. Thank you. One other thing too, Sebastian, if you want to model somebody who's doing this, you said, oh, the angles and the light, people don't care. Some people care. Like whether you think so or not. Tim Shields, who we showed earlier this week, he is crushing it.

with these reels and his is like what's wrong with this photo and you think oh maybe some people don't care but he is crushing with it go model some of that stuff that he's doing he he puts stuff out all the time and he batches it too so he doesn't have to do it every day but then it's out there he's a great one to model on this eric dave's the eric dave's business was all lighting before like yeah there you go eric's crushing too those are two you totally fall it's all that so yeah i feel like we're on a couch hanging out at my house it's kind of nice i know we need like some snacks yeah

I do. You don't eat snacks. I eat snacks. All right. Thanks, Sebastian. Let's give him a hand. All right. Who we got, Clayton? Who we got? Next up, we have Rory Faden. Oh, there's a new one. Rory. Oh, Rory, do you need to pull over? We don't want you wrecking.

I am pulling over. I'm actually driving this storm. All right. So I just got off the interstate. But, Russell, I'm such a huge fan. I'm really good friends with Lewis Howes and Jamie Kern Lima and Ed Milad and people like that. And I've got so much from your stuff, so I just want to let you know that. I've been in and out a little bit this week, but my question for you specifically is –

With, and I apologize if you did cover this, but with ultra high-end offers, so it's kind of a two-part question, is going, I know that you said specifically you can use the perfect webinar formula to sell any offer like at any price point, but are there things that you change as the price goes up? And you go like, okay, if I'm selling an ultra premium offer, let's say north of $20,000, is there...

Is there anything you change, like little nuances? Does it need to be longer? Is the pre-frame more important? Do you re-pitch differently? And then, relatedly,

As the price goes up, do you expect different conversions? Like, do you kind of give yourself grace and go, well, you know, I was pitching a million dollar offer, so I probably get a lower conversion. Like, just curious about, like, as you go up the scale in price point, how do you think about that stuff? For sure. Yeah, I'd say two things. So number one, yes, like.

higher price. Like we made a 10,000 hour offer, right? So I'm typically not going to 10,000 or offer on a 90 minute webinar, right? So three day event, eight hours a day, three days. Like that's like the more time someone has with you, the higher, the more expensive you can spend, right? So if I'm going to go north of $10,000, it's going to be a three day event, longer form, right? From 10 to 25 to 50,000. Like that's going to be the structure. It's still a perfect webinar, but it's built inside of a three day event schedule, right? Um, that's the one. Number two then is also like, um,

uh, how you, how you, like how you do the selling, right? So like fun hacking live or in an event situation, um, I can push the back room. Everyone's going to go by and it's, it's, it's an easy sell. We've got people in the room to help close people and stuff like that. Right. Uh, when I'm on virtual, it's different because virtual, there's none of that like peer or a social proof. Everyone's not in the room together. There's things like that that are different. And so it's like, um,

so if you notice on this offer, even that we made yesterday, um, we had two options. Like you, people can go and they can just buy, but also there's the outlet of like, I got some questions. So someone can go and they could actually talk on the phone as well. And so there's two different versions of that, right? So we give people the ability. And so, um, cause the conversions do drop,

for sure when you're virtual versus in, in person, right? A hundred percent. Um, and then yes, the conversions don't stick at, you know, again, at a, on a thousand dollar offer, I'm trying to get 10 to 15% to, to buy, um, who are on the, who are on the webinar on a million dollar offer. Yeah. I'm trying to get a couple. So it definitely shifts at a, at a 10,000 dollar offer, right? $10,000 offer. Uh, we're averaging like, I think it's

7-8% of registrants for the event are buying it traditionally. Not showing up from registrations to there. Webinar, I only know numbers from... I could reverse engineer that, but the numbers from...

It's usually 10% of the people who are on during the pitch is kind of where that is on a $1,000 offer. Can I maybe add something for everybody else too, Rory, real quick? Keep in mind, I think when you jump up to those $10,000 and $15,000, but we were talking, somebody said $997 versus $1,500. We've played around with this a lot too. Often when you're underneath $5,000…

Even if you up the price by 50%, you're not going to reduce your close rate by 50%. So keep that in mind. We've seen that time and time again. If you go from $997 to $1,500, that doesn't mean your close rate goes from 10% to 5%. So play with that. That's all testing and it all depends. But don't ever be scared to go up a little bit higher because you think it's going to drop in half. It's not even math like that. That's just a side note. Probably not for you, Roy, but for everybody else. No, that's super helpful. One question about the in-person events.

Do you always do like an order form, like a paper close? Like if you're in a, you're selling, it's like, you must go to the, you don't do URLs ever. It's like, go get a paper form and fill it out. Yeah. 100% of the time. The fastest way to kill yourselves at a live event is not. In fact, that was the story with Grant Cardone. Like when we spoke at 10X, we're in Mandalay Bay and he's like, we got this app and everyone like offers there and they just click the button in the app. I was like, don't put my offer in the app. He's like, no, like everyone's offered. I'm like, Grant,

Do not put my offer in the app. He said, no, this would be so good. I'm like, I can tell you 500 things that could go wrong, but I know that if I get people paper and a pen, it's going to work. And so he fought me back. He begrudgingly took me out of the app.

Took my offer out of the app and then I had to order forms and we had to go figure out like we had, we, the night before the event, we went and placed a bag with a sealed order form on every chair, 9,000 chairs in the stadium with a pen in the bag. We did all this stuff and everyone's like, you're so dumb, Russell. Like we have, we have a, you are, we have an app. Everyone's down the entire, every attendees that download it to open it, click a button, ding their card on file. And I was like, I guarantee that I got, I'm right and you're wrong. So did the event. And not only did I set a world record, uh,

using paper forms, I outsold all the other speakers combined. And the reason why, by the way, a lot of reasons why. Number one, social proof. People jumping up, running in the back of the room. It's half of the, everyone's like, whoa, what's happening? Number two is internet does not work with 9,000 people on one thing. There's a million ways it goes wrong. And merchant accounts freak out. Like there's so many things that can go wrong.

Right. I need people to stand up and run to the back. And then that, that caused the yourselves with five, six X by people, like the social proof in the room. That's the worst thing about virtual is like the social proof is hard to replicate. Right. Whereas in a room it's like, it's live, it's tangible. People see it, they feel it. And like, um, yeah, so I will never not have paper. In fact, I'm flying to London tomorrow and I'm bringing a stack of papers in my backpack that I will be handing out. Cause there's no way I would ever leave it to digital.

At what point do you put them on the chairs versus just all have them at the table? It's way better to have them at the table or do a seat drop. So a seat drop is like when I first reveal the price. So like in Final Hockey Live, as soon as I do the stack and I get to the price point, then all my team knows seat drop and they all have forms that are running down things that are handing it out to people. The other one that works even better though most of the time is like having it in the back. So I'll show the order form and I'm like –

And I'll have my team holding him up. I look back there, there's the order forms. What that does is everyone looks back and they see it and they get up and they run, they start writing. They want the order form that starts the first flow of the table rush. So seat drops, you only do when it's like,

Like FHO, 5,000 people, if we had everyone running to the back, it creates so much congestion and people would trample. It would be bad. So we do seat drops. But if I'm in a room with 1,000 people, forms are in the back. I'm pushing to the back. They're seeing the forms. Like it's just – everything is pushing in that direction, and that causes the table rush. Yeah, one other tip with that too is like I've seen this where we do –

If you have to do a seat drop before, like if you couldn't get to everybody, it's usually something sealed. It's like top secret. Don't open until Russell tells you. And then Russell goes from the stage like, all right, now go under your chair, pull this out and open that. But that's only if it's like massive, like 10,000 people. Yeah. Yeah. It's huge. I love that. Thank you so much. Yeah. Great question. Thanks, Rory. Be safe out there, man. Good luck. All right. Awesome.

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before you accidentally buy tickets on your 20th wedding anniversary and have to spend the next 20 years of your marriage making up for it. Yeah, checking first is smart. So check Allstate first for a quote that could save you hundreds. You're in good hands with Allstate. Savings vary. Terms apply. Allstate Fire and Casualty Insurance Company and Affiliates. Northbrook, Illinois. Clayton, who else we got? Let's keep going. All right. Next up, we have Kieran back. What's up, Kieran? How are you? Can you hear me? Is it Karen or Kieran? Karen.

Karen. The most hated name on the internet right now. We love this Karen. Oh gosh. How can I overcome that? Um,

Yeah, it's rough. Okay. I love everything that you're saying. I think my original question stands, but I have a choose your own adventure for Russell just because I love to keep things fun and immature as well. So my two questions, you get to choose which one to answer. How can I iterate test the market to see if they want this problem solved, aka like a Ryan Levesque campaign? Do I like do a webinar to a small price so they can do case studies or that's

The other question you could answer is what is your largest market for ClickFunnels affiliates to stick? And what are they offering them, a.k.a. like Grace Lever or somebody? I don't know. But choose your own adventure with my question.

So the biggest market that affiliates inside of ClickFunnels use is like they're helping people to start businesses. So they're pre-building funnels for them and they're giving funnels. So they're helping them to, like for sure, I say most of our top affiliates, that's who they're targeting are beginners and they pre-built funnels with offers in them and then they're giving those. And it could be e-commerce offers, it could be info product offers. That's definitely the market that's the biggest.

Um, for your other question is, um, do you have a, so how do you publish or do you have a podcast? Do you have a, do you have anything you're publishing right now?

I have nothing. I stopped talking. I actually went into a health crisis during COVID, which is a whole other story. So the last stage talk that I did where I sold on stage was with Bob Proctor, rest in peace. And I thought I failed miserably. I didn't even get to the offer stack, but I had a table rush for the first time, which was super exciting. But they just didn't know what I was offering. It was kind of like that, you know, teach from...

stage and then you didn't, I basically didn't make an offer, but I had a table rush, which was super cool. I thought I failed. And then the girl at the end was like, you are a top seller. And I was like, what? And then COVID hit and everything stopped and I never adapted and got scared and hid. So no, I have nothing online right now. I'm glad we had the follow-up questions. I know how to help you now. So this is, this is the, the, um, the problem is it's all in your head right now.

And so what we have to start doing is you need to start publishing. Like it needs to be a consistent thing, like a daily something. It could be Instagram, Facebook, YouTube. I don't care. But the reason why is because we have to start figuring out what people respond to.

It's like, if you notice, I publish a billion different places and you may think it's like, Russell's really annoying. He just wants to be publishing everywhere. And it's not, it's because I'm testing things. Every year putting out, we're just testing. This is like, I'm trying to get my pulse on the market right now. Right? So I do a podcast episode about this. I do a YouTube video about this. I do a Facebook live. I do Instagram. I go like, and I'm doing these things because I'm just trying to see like, what are the things people respond to? Sometimes I think something is the coolest idea in the world. I'll do a podcast on. I'm like, Oh, they're going to love this. I do a podcast. It drops. I don't hear anything back. It's just crickets. I'm like,

Okay. And I do something else that's like dumb that my team's like, hey, why don't you do a podcast on this? I was like, no one would care about that. They don't do it. Like, all right. So talk about it. And I get like 40 people who DM me. He's like, dude, that podcast was amazing. I was like, really? Huh? Okay. And so what we do is we're putting, we're just throwing stuff out there. Hooks, angles, messages, this, that, this. I'm just putting things out there and figure out what are the things people resonate with. And then I find out the things people resonate with. Then I double down on those. I find out the things people don't resonate with. I stopped doing those.

And eventually over time, the message is clear and clear. Like, wow, these are the four or five things that people seem to light up about when I talk about. Let me do more of that. And then these things that I'm excited about, but no one else seems like I've lost stuff. I would love to talk about with you guys. I geek out on, but I've, I've put out feelers. I put out tests, I put out stuff and nobody responds. So I'll talk about it anymore. You don't know what those things are. Yeah. Everyone's curious now, right? No, but anyway, it's true though. So it's like, it's like,

You start with you talking about what you want to talk about. And it's shotgun approach. Like, all these different things. A whole bunch of stuff, right? And then over time, you start looking at what people are responding to. What's getting traction? What people ask questions? And then from there, you start iterating, iterating. And within a little while, you start figuring out these are the messages. And that will dictate all the rest of the stuff. And so that's what...

That's what – like I tell people to start publishing consistently because it's scary, but it's – like you have to go through it. Like that's the sifting and the sorting to figure out what are the messages and the things that people resonate with for you specifically, and it helps dictate where you're going to go. So that's what I think the biggest thing I would do for you is just before you write a webinar or a pitch or an offer or anything, it's just starting. And you spoke on Bob Proctor's stage. If you can do that, you can do Facebook Live. Come on.

I don't mind doing the lives. It's just spending the time on something that is going to be worth it. So like if I was to start publishing content, is it like you've taught before like frameworks? So put up all your frameworks. You've taught, you know, mini VSL now kind of like format in your content. Like what format would you suggest that I start trying to like put feelers out for? And do I make an offer? Do I leave the offer out? No offer. You're just testing messages. You're just practicing.

So where do you consume your content most right now? YouTube, podcasts? Where do you consume?

Me, ClickFunnels Library, and YouTube. YouTube, true. I say pick a platform. If someone's a podcaster, listen to podcasts, start a podcast because you listen to that format, you know, right? If you like YouTube and that's your platform, pick that. But it's just finding something. Don't stress about offers or hooks. We're just testing messages. Right?

Right? So today, go live and do one about, tell a Bob Proctor story. Just tell a story. Put it out there. And then tomorrow, do one on one of the things you talked about, Proctor say. And just like, this is the beginning of just you like refinding your voice, refilling comfortable, retelling the stories and stuff like that.

And that's the process right now. And then again, you're quickly start finding out what things are resonating and it's like, cool, this is direction. And then in your content, I can't think about creating an offer about teaching parenting or whatever. Right. And like, put it out there and see what happens. They're like, wow, people resonate with that. Right. I, you probably, if you watch my content all the time, I'm always like, I'm thinking about doing this thing right now. And I'll like drop some hints and nobody responds. I'm like, well, I'm not going to do that then, but I'm just testing it out. Like just, so it's just like,

Practicing, testing, and that's where you're going to get all the feedback. All we care about is what the market wants. We don't care about what we want. We care about what the market wants. We did this event a month ago the very first time, and it crushed. The market loved it. We should do this again, and we should do it again. We keep doing it until the market tells me they don't want this anymore.

Yeah. Well, like I could teach like small businesses. I could teach parenting. I could teach speaking. I could teach like rapport. I can teach like how to find your passion. Yeah. Go live on every one of those topics and just see.

Like pick a format. Say, if it's going to be YouTube, I'm going to record 20 minute YouTube, 20 minute YouTube every day and pick one of those things and talk for 20 minutes on it and just be consistent. If it's going to be once a week, twice a week, just pick it. Keep the, keep the, especially on YouTube. If you're going to YouTube, the format's important. So pick a format. It's 20 minutes, 30 minutes, whatever it is. Pick a, pick a schedule. I'm going to do it twice a week, three times a week, whatever it is. Be consistent with it because that's how the algorithm wants. So let's say it's every Tuesday and every Friday. You're going to go live, either go live or pre-record 20 minute video and just

Keep that cadence and every, you just pick one of the topics, do 20 minutes, 20 minutes to keep going through and just start watching the metrics, watching, watching what people respond to.

Amazing. Thank you. Yep. Great job, Karen. Love it. The world needs your voice. I can't wait to hear the stories. All right. Love it. Clayton, who else we got? All right. Next up, we have Belle. Belle, welcome back. Hey. Thank you. Can I also use this in podcast socials? Here's my signature. I signed away my life. Go for it. Thank you.

I'm curious. So you mentioned you're a shiny object person and you've just gone through a little bit about, you know, you've got ideas, test them. But what about ideas like your new facility and buying a one and a half million dollar book and things like that? How do you know which ones are like to actually do or which ones to shelve or which ones to drop? How do you choose?

Cool. That's a good question. So some things I do because I want to do them, right? Like I woke up this morning and I wrestled. I'm an old man. I shouldn't be wrestling, but I want to do it. So I'm just going to wrestle, right? I want to collect old books. So I'm going to do that because that's what I want to do, right? There's not necessarily a business side of it. Okay.

But I got excited. I started telling stories and people started like – again, I started telling the Pone Hill stories. These things I was finding and people resonated. I was like, huh, I create an offer out of this. I'm planning on creating a museum and a library no matter what. That's kind of like just for me to fulfill what I want to do with my life. It's more of those things, right? So I have the capital to do that and it makes money. Cool. If it doesn't, it doesn't really matter. So that's more of like –

That's what those things are. And the fact I'm figuring out how to kind of monetize it is awesome, but it's not, it's not like my biggest business. You know, it's just, it's just kind of a thing that helps justify my addiction. Find something that pays for your addiction. Yeah. So there's that. It comes back to like, um, again, it's tough because we all have shiny object syndrome. So for me, it's like,

Prior to ClickFunnels, most people only know me in the ClickFunnels world. It's the last decade is when most people know me. But prior to ClickFunnels, I was in business for a decade prior. And we were launching a new offer every 90 days at least, sometimes faster if we could get the funnels done faster. But it was harder to build funnels back then, right? And it was like I was thing after thing after thing. And when we decided to do ClickFunnels and we launched it and it didn't work, it didn't work. And after like four or five times not working, I was shifting back. We've got to make money. So I made a new offer. And Todd was like, no, dude. He's like, you've got to keep focusing. We've got to figure this out.

He's like, I spent so much time. We have to make this work. And so he literally says, spend a year just focusing on this. He's like, promise me for a year you won't do any other offer besides this. And I was like, but I...

I'm the shiny object guy. I need to have a, you know, so I promised him. And so we did. And then we figured it out, right? It was starting working. And then Russell's like twitching, like shiny object. I need to do something. I need to create something. And then what I created, this was, this was the secret. Okay. What I created did not detract from my main opportunity, which is click funnels, right? Instead, I wrote a book called dot com secrets and I built a phone call dot com secrets. And then we launched the thing, but all it did was it was the front end that got people in the click funnels. And I also was like, Oh,

I can be creative. I can do cool things, but I'm not like creating a whole new business. I'm creating front ends that bring people into my business. And so that idea is like, oh, this is great. And I start creating, then I wrote expert secrets, then traffic secrets, then the perfect webinar. I started creating all the, like I use my creativity, create front ends that drove people into my core business.

And so if you look at still 99% of what I do is still just front ends that bring people to click funnels, right? Even this event is going to bring real quick funnels. We have another challenge we run that brings real quick funnels. Like everything's still like the same business, but I can, I can exercise my shiny object and creativity in front ends that bring people back in even longterm. Like if you look at what I'm trying to do with Napoleon Hill books, all that kind of stuff, um, I have not revealed this to the world yet, but I'm working on,

a way to transition those people. And at some point we had, we did the thinking words challenge and we sold a course called core secrets, which teach people how to create a course. Now they have a course, they need click funnels, right? So I'm still transitioning. So still in my mind, a front end into this world, partially because if you look at like, sorry, this is like geeking out Russell, Russell logic. Like,

The whole world is a funnel, right? And if you look – if I go down here, like here's like – here's my Atlas members and my Inner Circle members, then Prime Movers, then ClickFunnels, like everything, you know. And then there's like – here's like the marketing world. And then once you're up the marketing world are –

Our network marketers slash one tear up is like personal development. So you look at this is, this is the evolution. I guarantee 90% of you guys listening. This was your evolution. So what happened is somewhere along the line, probably in a little out of college, you started your first job. You kind of like this sucks. And then some friend came to you and had this thing. I got an opportunity. This is how it's going to work. You sign up someone. I signed up someone. We're going to be rich. And first you're a little skeptical. But what if?

What if this is true, right? And so he signs me up. We don't tell anybody, but we're right in. We're plotting. We're scheming. We're drawing little triangles on the thing. We go and we try things. We call some friends. We call some family. And it's kind of like it's not working that good. And then our upline is like, dude, you got to listen to some motivation. You got to have some Jim Rohn, some Tony Robbins. You got to get pumped. We start listening to stuff. We're like, this is awesome. We're listening to Tony and Jim and like all this stuff and are motivated. We're feeling good. We're like, we love personal development. We are growing. We are having fun. But this sucks selling somebody else's product for 10% royalties down through 25 levels like

That's where you can meet me. And you jump in and you're like, I'm on fire. And I'm like, Hey, you can make money network marketing to this, or you create your own product to keep a hundred percent of the money. Right? That was Brandon came in Poland. They were in Vaisalis 10%. They built a $10 million downline, but they only got 10% of that. So they made a million dollars, but they sold $10 million for the product.

And they're like, wait a minute, you're saying we could make our own product and sell all of it. Boom. They're in. Right. So for me, like if I look at the funnel world, like personal development is for me, it's like the gateway drug that gets people into my whole world. And so I'm building this personal development business specifically as the gateway drug to get you to want to start a business because after you have a business, then you got to have a product. Then you need a funnel. Then you need traffic. Then you need everything else. So I get, that's how I look at the world is through funnels.

And how many of you guys did I just tell the story of your life up to this point? Raise your hand. Everybody in this room right here, for sure. So I know my customers very, very well. Because I have my customer. That was me 10 years ago.

I remember it was Manatech for me. My friend told me about Manatech. I was like, wait a minute. So you're telling me that I can sell to people and I'll get money from them. And this time people, I'll get money. I'm in, let's go. So I am the product of the product. I love it. I love network marketers. Um, but eventually you're going to become funnel builders. Cause that's, that's the progression of how we all go. So I can't wait to see the podcast. You put this on and people are like, Russell's so weird. Yeah.

Did that answer your question? What was even the question? I don't remember. We just had fun, though. It was that shiny object. Oh, yeah. That makes a lot of sense. Oh, my gosh. What was the question? That's amazing. Well, Belle, thank you so much. Let's give Belle a round of applause here.

That was awesome. Thank you for that detour. That was awesome. Actually, something you said that I don't think we talked about too much in this I think would really resonate too is, like, I know my customers, you said, because that was me 10 years ago. And I think a lot of times that's what people skip. We hear, like, I want to serve all these people because the market, there's a market there. But sometimes, you know...

GLD talks about this a lot, right? Where he talks about this dream customer. Yeah, and this avatar. Like his was him five years ago. And then he went and described it like, oh, I drive an hour to work. I drive back. Like maybe you could talk a little bit about that. I'm sure people would love to hear it. Yeah, I wish we had that clip of GLD. It was really cool. He's here on the stage and he was like, my new customer is Jimmy. Jimmy works nine to five, hates his jobs. Wife's wondering when he's going to get a raise. And he knows he's not going to get one. He drives an hour and a half to work every single day, listening to self-help and personal development podcasts, hoping and praying that something will change his life.

So he doesn't have to... It's a whole rant he went... It's 10 with my kids and that's it. Yeah. And he's... And like, that's my... That's Jimmy. That's who I'm selling to. That's who I'm speaking to. That's my podcast. And he figured that out. And I think it's the same way. Like, it's funny because...

For me, it was 12-year-old Rusty. So my nickname growing up was Rusty. In fact, I didn't know my name was Russell until first day of kindergarten, and they were doing a roll call. They're like, Rusty, Rusty, and I'm sitting there. Or they said, Russell, Russell. And then my teacher's like, what's your name? I'm like, Rusty Brunson. And they're like, we don't have a Rusty Brunson. And she's like, oh, your name's Russell. I'm like, no, it's Rusty. She's like, no, your name's Russell. I'm like, no, it's not. So I remember going home that day. I went home that night, and I was like, Mom, the teacher said my name's Russell. She's like, oh, it is. I'm like, what?

I've been lied to. My name is Russell. I had no idea, right? And so anyway, so there's, there's a, that was, that was me. So when I was like a kid, you guys know the story. I was just collecting junk and I was reading. I sit in my room. I remember cause every day I get a stack of junk mail this big. I sit in my room and I'd open up the letters. I'd read the sales letters. I remember 12 year old rusty, whether or not I got sold on it. I'd read someone sells it. I'm like, I got to get my mom's credit card. And so I put that in this pile right here. I really want to make what I put it down. What? That seems stupid. Like, Ooh,

I didn't get my mom's credit card. And so I literally sit in my mail like that. So when I create offers now, all I do is I put myself back in 12 year old rusty and I'm just like, which pile would I put this offer in? Like we were, I was running the copy for selling online. Um, I was like, what would trouble me to rust to be like, yeah, I'm in, I gotta go to that. Yeah. A hundred percent. So that, that's the lens how I write all my copy of my things for. So again, it's like, who are you five years ago or 10 years ago or like before you started this mission? Like that's who you're called to serve. Um, I remember, uh, at funnel hacking live, um,

I'm going to blank out his name right now. He's like one of the most famous speakers of all time. This is embarrassing. Anyway, he said something really cool. It was awesome. Back to you, Bill. Anyway, no, but what he said is basically like, I'm going to say it. Ed, my let. Ed, I love you. Anyway, so he said like. Rory's going to tell him he said that. Yeah. No, but Eddie said it was really cool. I don't know why I was thinking something. I had another name in my head anyway. So what Ed said was really cool. He's like.

He's like, if you were broke, then you can help broken people, right? If you were unhealthy, you can help healthy people. Like, you went through the trial in your life to figure out the answer, right? Like, God gave you this gift, which we call a trial.

Like you went on the path to discover how to, how to fix it. You came out the other end, a better person. Right. And then now we have this gift that we're supposed to give to other people. Like it's, it's really, it's really beautiful when you think about it that way. Right. It's like, we all get these, these problems and we go through the process, like, and then you learn and then your, your colleagues go help the people that are just like you.

And anyway, I look at it from that circle. It's just like the really cool, beautiful thing. So anyway, you've all been called. And the trials that you call trials that are actually the gifts that God's given you. They're qualified. That you've learned through. Yeah, they're qualified. You've protected. They've helped you. Now you have a blueprint. Now you have a roadmap to go help somebody else.

And who are you helping? It's like you five years ago. What would you have done? How much could you have shortcutted your time knowing what you know now? How many times have you done that? Like, man, if I knew what I knew now, I'd go back. Oh, yeah. If I go back 20 years ago, I'd be a billionaire in like 15 minutes because I know, you know. It's like that's what you're doing. You're taking what you know now and going back to like you five years ago. Let me help you guys. That's the game. And it's such a fun game.