(Q&A) Simple Strategies For Optimizing Your Funnels
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What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. As you know, this is Funnel Hacking Live week, and hopefully you're not listening to this right now. Hopefully, you are actually at Funnel Hacking Live experiencing this and getting your minds blown and your lives changed. This is dropping Wednesday morning, which means today at 4 Vegas time, the event kicks off. So if you're still on the fence, this is literally your last shot. We're starting in a couple hours from now. So go to funnelhackinglive.com, get your ticket, and then spend the next four days with me live because this can be even better than

through a podcast. Podcasts are great, but I'm going to be live and come on, come hang out with us. So that's number one. Today we're actually going to do some Q&As. I didn't have time to record a full-blown episode this week just because, you know, the chaos of things. And so last week while I was working on slides, I actually jumped in and we did two things. Number one, this is actually kind of funny. So

we're thinking about different ways to promote Fun Hacking Live. What can we do? And I was like, oh, let's jump on Clubhouse. I have like 142,000 followers on Clubhouse. That should be an effective way to get some people to show up. So we jumped on Clubhouse. I went live to my 142,000 followers and guess how many people showed up? Zero. Not one. Not even one. Isn't that crazy? And then my team's like, what about Twitter Spaces? I'm like, what's Twitter Spaces? They're like, it's Clubhouse, but on Twitter. I'm like, I've never done it before. And so we jumped over there and went live and guess what happened? We

We had a few people show up so it wasn't too much better But we had probably I think by the time I was done about 30 people showed up And I was like, I don't know what to do right now You guys should get tickets to funnel hockey live and then who's got questions. So I think I answered two or three questions So my team first off is going to pull uh the q a from from twitter spaces And now i'm actually pumped about twitter spaces. So maybe we'll hang out there more often So if you guys I don't know if you follow me on twitter, I don't even know. I know nothing about twitter I don't tweet it's not even twitter anymore, right? Is it x? I don't even know anywho, um

yeah so in the future come hang me out there i'm gonna do a bunch of lives over the next couple months i think i really enjoyed the process i used to love clubhouse when it first came out so i'm pumped about twitter spaces trying to figure that out or x spaces i don't even know whatever it's called uh but here's some q a from that and afterwards um for the one funnel way challenge members we did another q a on friday while i was working my slides i jumped off real quick to jump in with them uh as you know when if you're part of the one funnel way challenge every week uh

Both Trey Llewellyn and I each go live separately. He goes live for all the e-commerce members. I go live for all those who want to be experts and do Q&A. So I had some fun Q&A as well. So this will be a Q&A session for you guys from two spots, from Twitter spaces initially and then over there from whatever it's called. What is it called?

For the one funnel way challenge, that's what it's called. Keep telling Friday I'm not slept in a week. That's what happens, Funnel Hacking Live week. We're getting prepped. We're getting ready. I'm building so many presentations. It's going to be awesome. So that said, I appreciate you guys. Hope you're amazing. And I hope you enjoy this Q&A session. And if you don't have your tickets yet, we're getting started any time now. Go to funnelhackinglive.com. Come hang out with me live. All right. I hope you love the session. Thanks, guys.

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. Good morning, good evening, good afternoon, rock stars. Depends on where you're watching from today, but Dante here alongside Mr. Russell Brunson himself. So glad to be with you guys. Man, Russell, how juiced are we for FHL?

You have no idea. I've not slept in days, but I'm feeling so good. We're so close. So excited. It's going to be awesome. I literally cannot wait. This is the anticipation's been building and we're like right there. It's a fun time to be alive. But man, let's get this start. Let's get this session started. Let's have a great time. We only have an hour. Let's get right into it and have some fun. We're going to start with, hope I pronounced this right, Rehasta.

Hello, Dante. Hello, Russell. Yeah, it's Lucy. I just have a hard time changing that back. No, there you are. I see it now. Yeah, thank you. I don't know if you received that email. I sent you another email. So maybe when you have time, I know you're very busy this week, so you can have a look at it. But the question is for Russell and you. It's pertaining to a high ticket program.

a funnel that we've created basically. And unfortunately, I'm sorry about the camera and also I cannot

show the funnel right now because I'm only using the phone. But I just want to explain quickly that it's a high ticket funnel where clients are ran to a questionnaire, which is called a scorecard. And then they're provided with results based on the scores. And then they're invited to have a

discovery call, you could say, to discuss those gaps analysis, and then we can provide them with solutions, right, for helping them perform better. These are the targets are actually SMEs, which are small, medium enterprises.

So, now the issue I want to ask about is pertaining to the external tools that needs to be used, because in order to create them, they are AI tools, they need to be integrated within the funnel. And this is where I have an issue because I'm afraid that the data is not circularized that way.

So I was thinking that perhaps it would be better for us to have a way actually that we start with the funnel, on ClickFunnels, and then we extract the sensitive data that is gathered from the original forms. And then we actually put it back on the tools, only the ones that are, you know, like to be processed. Is that possible? Yeah.

to do this or oh yeah 100 and lucy one thing i want to share with you about click funnels is anything is possible wonderful once you we like crazy complex stuff like that all the time we can get all inside a click funnel so yeah it's definitely possible there oh that would be really good

But so like some of the stuff that you've said may be good to have a developer in when it comes to, you know, just like really, I don't even think you need a developer. Zapier is really what it sounds like to me, but you're running a high ticket funnel with an application on the front end. You mentioned your scorecard, but I wonder, do we need a scorecard? Why?

Why not just run an application? Like we just launched our survey funnels and click funnels. So we have a survey, an application that you can have people fill out a step-by-step questionnaire. They come fill out that questionnaire. And then instead of giving them an immediate scorecard, say, great, thanks for your submission.

One of our well-established representatives is reviewing your score or your quiz right now. We'll reach out shortly with the recommendations or with your score or with your results, right? And then just skip the whole score thing. Go right from application into having a meeting with one of our people. And that meeting, of course, is where you sell the high ticket thing. But I'd love to hear what Russell thinks about that.

Yeah. I think, I think the reality is both ways work. I know Steve Larson's been teaching the survey thing. He's been using ClickFunnels. He has the thing where the thing, it pops out a result. It's kind of a cool, fancy thing. I'm not against that at all. But like Don said, a lot of times we're adding out extra complication because we found a cool new tool versus like,

The key is getting them on the phone. It's like, we're about to launch a new VSL funnel for our, for our, our sales floor here probably next week or two. And we spent the majority of our time focusing on the messaging of the VSL. Cause that's the thing that actually gets somebody to register, gets them to show up, gets them to buy. And that's where the core focus went on was really the messaging there. So just don't forget that. Like the automations are always cool, but messaging always trumps automations. So just,

Make sure that the focus point is like, what's the hook? What's the angle? What's the thing that creates desire for the phone call, for the solution, the result you offer? Because that's the thing that's going to increase sales more than most automations will.

Oh, wonderful. OK, thank you so much for that. Well, this was the next question I was going to ask pertaining to this. It's because of the leads. We have some hot leads based on the, you know, the clients that I already have. But I figured that it's not going to be enough. We need to also run this to cold and warm leads. What do you think would be the best way of doing this in the most hot?

impactful way but without having to cost you know too much cost on the ads factor here um because i know it's a high ticket sell and i know usually we give them um you know like the lower you know price you know probably you know assets or things of that sort or even lead magnets which is what we're doing really with the uh with the free um session what's the price point i take it you're selling

$20,000. Okay. So typically in a high ticket VSL funnel, like the metrics you're looking at, because you got to spend money to get people, especially on consistency and lead coming through. Like on the low end, you should be spending $100 to get an application. On the high end, it could be $300 or $400. So that's kind of the window that we're looking for. But then for every application that comes in, ideally you're making, you know, $1,500 to $3,000 per application. So you spend $100 to $300 you make

a thousand fifteen hundred average right so like that's the the game so the goal is to spend as much money as possible in fact my whole my whole goal with everyone of our funnels is how do we get the spot where we can spend a hundred thousand dollars a day like that should be the goal not like i want to spend as little money as possible it's like no no i haven't spent as much money as possible

But you got to get the metrics first, right? So it's like, okay, $1,000 from $1,000. Can we get 10 applications or we get three? Like, what's that look like? How do we tweak that? And then from there we go to 2005. And then from the applications coming in, what percentage are we closing? Because again, you don't want to run this in the hole. I had somebody last week,

We got a Q and a different group and the guys, they spent $120,000 in ads that any conversions. I was like, what are you thinking? Like spend a thousand dollars, then stop. If it doesn't work, don't keep spending like little bits of testing and testing. Right. We spent a thousand bucks.

See if you get, you know, five to 10 applications filled out. And from those five to 10 applications, how many close? You close one, you make 20 grand. You spend a thousand, you make 20 grand. Sweet. Let's double the money next week. And then let's double and keep doubling it until it stops working. But that's how, that's how we scale funnel. So the goal should not be spent as little as possible. It should be spent as much as possible, but slowly. So we don't lose our shirts in the, in the process. Does that make sense?

Okay. Yeah, that does make sense. It's just that I had a feeling. I thought that when we talked about Facebook forms, that they themselves are a way to actually get a lot of new leads. So I thought perhaps that would leverage on the spending factor. But if it's necessary, of course, we'll have to keep that. There's a million ways to make – there's not like one cookie cutter way. Like for us, we drive from Facebook ad directly to our VSL funnel. That's for us.

I know people who go to a lead funnel on Facebook and they have an email sequence. And so it all just changed. When you all send done, you look at the funnel day. Okay. How much money is it costing us per completed application? And how much money do we make per complete application? Those are the two metrics that should drive entire high ticket business for you.

Okay. Okay. Very good. Okay. Well, welcome back. Thank you so much. Looking forward to next week at FHL. I know everybody here has already bought their tickets and I know you guys are already going, but if you have questions about FHL,

After Russell's time is done, I'm going to be going over that one more time. I hope to see everybody there. And I have a quick question to build on that, Russell. When you're working high ticket, do you really focus only on advertising? Is that your main focus to get an advertising model that works and is scalable? Or do you also focus on front end funnels leading into the high ticket?

Cool. So first pass is like, how do we make this work with paid ads directly? Because if we can get that on, because the biggest thing, especially if you have a sales team and people calling on phones, like the number one thing they need is consistency. Like having big fluctuations don't work. The biggest mistakes I made in the past multiple times, so don't make this mistake, is I get the VSL funnel done, I email my entire list and they get like 10,000 leads in one day and they're freaking out. And then they get so many leads, they can't call them all and then we lose all this money. And then like,

three weeks later, all those leads are dead because it's been three weeks since they got ahold of them. And then there's no leads. And then we have to fire like 20 people and the whole thing falls apart. So what's better is like consistency. So for us, it's like create a VSL funnel, start driving traffic. How do we get spot where it's 10 lead, you know, 10 applications a day, then 20, then 50 to, and like, that's, we're trying to get that consistency. And then after that, that baseline's in place again, I still don't go to email my whole list. Cause then it's like, awesome. It's, it ruins the whole metrics of the business. So then I might do that point. And then I come back to a front end funnel and,

And then this is almost like a filter. So I'll email my list to the front end funnel, right? So it goes to a million people, 100,000 click,

10,000 go to landing page, you know, 5,000 buy something and they go up, sell down, sell on thank you page. Then we push people to applications. But so it's taken this like huge list and gets down just the cream of the crop who actually sees the application. And that way it's not a huge spike, but my, my best customers get filtered down and I can put them into the, into the sales funnel. And so that's kind of how I look at it as a one, two punch. But number one is all about building and creating the consistency so that you have a business model, not a promotion. Cause yeah,

it's, it wreaks havoc on sales guys to get 2000 leads one day and then zero leads next week. And they're like, yeah. Man, that's gold right there. I already can't wait to go.

Thank you so much. That was awesome. Yes, great question, Lucy. Thank you for that. By the way, you guys will see our new VSL. You'll probably see our new VSL funnel launch next week or so. It starts with me in an ice bath. And for me to get the hook of the ice bath, I spent 18 and a half minutes in 30 degree water trying to get the hook. It was so cold. So when you see that video, please give it a thumbs up and a heart and say thank you, Russell, for freezing for marketing. Anyway. Let's hop over to Brooke. Good morning, Brooke.

Hello. Sorry, I had to unmute myself there. I am super excited to be on here. I have been working on my funnel. So thank you very much for this time today. I'm glad I could catch on here, Russell. Sorry, my dogs are barking apparently. If you can allow me to share my screen, I would love to just show you my funnel. I get them to shut up. Okay.

Of course, they didn't bark at all until I unmuted my call here. So I apologize. Okay, so if I can share my screen. Perfect.

So a little bit about me. I've been a hairdresser for 24 years. I'm an educator for the last 12 years as well. And I'm a Reiki master and I do energy and mindset coaching. I travel all over the U.S. and I teach in salons and other businesses on how to protect your energy within your business so that you can foster better self-care and better care for your clients.

whoever you're being of service to. So this initial offer that I have is an ebook and it is about abundance secrets. So I just kind of wanted you to take a peek at it. I believe it's ready to launch, but I had a couple of questions. So

So essentially, this is the beginning of the funnel here. And I was wondering how important you think it is to actually have a video on this first page? What's the price point of what you're selling? So the ebook is $7. And then what it does is move into a, the OTO is, sorry, the terminology here is new for me. So

And you're still on this page and I don't plan on leaving you there. I'll pitch it for you. It'd be awesome. Yeah, man. Thank you. I'd appreciate it. But anyway, the OTO for this particular offer is for them to join my community. So I have the offer. I have actually have a split test set up for this.

The initial offer is three months of group coaching with three months of my private community. And it would be $297. And then I have an upsell here for a self-care journal that I created, as well as another inner circle upgrade where they could get boxer access and three one-on-one sessions for an extra $300. Okay.

So that's kind of where I'm at with this. I have a mastermind that I'm currently in beta on. So eventually I will have like a larger course offering. So I have that value ladder growing. I'm just in the, you know, building it out right now. But this is where I figured I should start.

Cool. Love it. All right. So my recommendation, number one, you're trying to brand yourself as an expert and you're selling masterminds and coaching. And so as far as you putting a video on the sales page, infinity percent, I would, because you got to start building that connection from the very beginning. And what I would recommend doing, I was looking to see if I have one right here.

Okay. So this is an ebook that I give away on a thing. But what I did is I printed out a copy Kinko's and I spiral bound it. And that way during the video, I can be like, this is the book. It's so awesome. Check out here. You get that. If you want a digital copy of this, but that way, like the video, like you see, like, I love having a tangible version of whatever it is. Cause like,

Does that make sense? Like having a tangible, like, even though they can't get it, I didn't tell me when you get it printed out spiral bound, it's so cool. It's going to have all these cool things you're going to want inside of here, but that way, but it's really simple video script. It doesn't need to be hard. There's this script I talked about in the dot-com secrets books called the who, what, why, how script.

And it's really simple. Yeah. Like that's what I do is like, like, yeah. So who's this for? Yeah. Who are you? What do you got? Why do they need it? How, like, how can they get it? Like, that's what I do is make a really simple bit of that two to three minutes long. You showing it like your peak excitement about why you think it's awesome. I definitely put that on there because even this right now, it's like from burnout to abundance. Like, I don't even know who this is for. You told me, you told me who the market was, but I don't see that above here. Right? Like, I don't know. I don't know. It's for,

entrepreneurs I don't know I don't know who is entrepreneurs is who I'm targeting in general yeah because I started out with just beauty industry but I started having so many people asking me outside of the beauty industry so I really feel more drawn to a broader entrepreneurial audience so um I get now that I put that in there yeah the one thing I'd be careful of a lot of times we want to go broader the broader is also harder so even if you do want to go broader maybe it's going broad but I would still target like

entrepreneurial, like, the entrepreneurial audience as a whole is huge and it's big and it's broad, right? And, like, and it's harder to target. Again, if you go to a salon owner, that's where you

small or maybe you don't want to go there, but even within entrepreneur, I'd pick like, who is this man? Is it women? Is it startup people? Is it, is it people that have been doing a long time? Like all those kinds of criteria. I try to have those things to filter out on a landing page. So like, I can, I might be like entrepreneurs making over a hundred thousand dollars a year who want to get to a million or entrepreneurs are just starting who are, you know what I mean? So very, you know, or entrepreneurs are over a million dollars a year, but you are burned out and tired. Yes. Something very specific that way. Cause that's, that's going to call up the dream client versus hoping to kind of cast a huge net. You know what I mean? Yeah.

Well, and I appreciate you saying that because to me, I think what I do, I have a TikTok because Instagram annoys the shit out of me, to be honest. But so I started a new TikTok and I have my handles grounded professionals. I've been saying highly driven entrepreneurs, but I like what you're saying about the verbiage even being specific to the income. Because to me, it's the ones that are really highly driven. They're feeling burnt out. They're feeling overwhelmed. They're not understanding that through mindset shift and really looking at perspective and how the subconscious works,

that you're able to actively do more and be more effective and be more efficient than just hardworking yourself to death. - Yeah, okay. Yeah, I think in all things, and then over time you can expand, but it all starts with niching and building the audience there and then start going bigger. Like for us, it was like when I started, it was like people who know what funnels are, that's who we sold to. And eventually it was like, okay, people who loan marketing and then people who, you know, and now I'm at a spot where I'm trying to target all entrepreneurs, but we're able to spend a million dollars.

Right. Because they are back in so deep. It starts niche and then starts building and growing wider. You start going up the funnel over time. But if you start over time, it's really hard to make the metrics work for most people. You know what I mean?

and that makes sense and i don't want to keep you much longer but that does i just one more small question is since i started in the beauty industry and i have so much experience and i've done sales i've done it all within the industry do you think i really should just stick to that niche even though it's growing and just let it stay there and whoever comes in can come in but more focused on that niche if it was me 100 i would do that uh until until you made like

Until you pass like $10 million in sales and then start going up broader. Until I tube comma exit. Yeah, in the beauty niche. There's $10 million of your business in the beauty niche if you just double down there. And there'll be people coming who aren't in the beauty niche, but they'll still be attracted. I remember Garrett White because Garrett's like,

I know his wife. Yeah. But then like, it's funny because so many women try to join his program every year and he's like, no, this is literally just for men. And so he ended up finally opening a women's version, but, but for a while it's okay. They know we're like, this isn't a good fit for you yet. And then eventually, you know, when the pressure builds up, then it's like, okay, now we're going to do this. And then, you know, it gets really big. So, you know,

Yeah. You know what? It's going to be funny because my husband's going to say, I told you so, but that's okay. I'm not afraid to be told that. I just, I think I got excited because I was drawing in a broader audience and I just want to help so many people, but you know what? It was good to hear this from that perspective that it can always, it can always grow. Yeah, for sure. Yay. As far as how the layout is and everything, does that look okay? You just video for sure. And then I should probably stick to that and eat you down.

Yep. Yeah, I think it looks great. I'll tweak the headline again to call it the right person. Video sales letter view right there. And I think that'd be the great spot to start testing it. Perfect. Thank you so much, Russell. I appreciate it. Yeah, thank you. Thank you. Scott had a great question. Scott Winter. He says, if you're an expert, should you even bother with the site or just focus it all on funnels? Love to hear what you think about that, Russell.

Yes. So sites are just vanity for us to show our moms and stuff. It doesn't actually help at all. I've got Russell Brunson.com, marketingsecrets.com. And I have all these like brand domains, but they don't make me any money, but they're nice. Like if you're on, if you get PR or something or you're on TV, like,

like the TV host wants to see you have a legitimate website, but that's not how you make any money. So if your goal is to make money and change people's lives, funnels are the way after you have like more than one funnel, like two or three funnels, then you can build a website, but we call it secretly inside of the click funnels world. We call it a funnel hub because all it is is a spot to like connect all your funnels. So when someone comes and they go to marketingsecrets.com, they show up, they're like, what is marketingsecrets.com? Then it's just like links to every funnel I got. And then I'm sending them down where I can actually make money and serve them. So yeah, it's just websites are just vanity for me.

us to feed our ego and to show our moms that we have real jobs. But other than that, that doesn't actually help at all. So. That's so funny. Yeah. And I'll stay after and we can talk more about websites. I know a lot of you guys probably have questions on that. I have a whole spiel we can go through on that.

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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Hey, this is Russell Brunson, and I want to jump in really quick to share with you a new assessment I found out that is insanely cool. You guys know I'm obsessed with personality profiles and assessments, but this one is different because not only does it help you understand yourself, but more importantly, especially for us who are entrepreneurs, it helps us understand our employees, our teams, and get people sitting on the right seats in the bus so they can get more stuff done.

I just had a chance to interview Patrick Lanchoni talking specifically about this new assessment they created called Working Genius. And the Working Genius is awesome. Like this test, I had actually blocked out an hour to take it because I was so excited for the new assessment. And it only took me like 10 minutes or less to get it done. Yet, even though it takes only 10 minutes, like you can actually apply this immediately. I took it for myself. I had my team take it.

And what's cool about it is from there, we figured out exactly what people's working geniuses are. And that's important because if you're building a team or a company, you got to figure out, make sure that you have first off the right people, but make sure the right people are sitting in the right seats on the bus. And this is what this assessment will teach you how to do. Now, normally this assessment, you can go to workinggenius.com and there's two G's in the middle, workinggenius.com, but I got you a 20% discount on

on the assessment, which is only $25. So don't stress. It's not an expensive test at all. But you get a 20% discount off when you put in the keyword secrets at checkout. So go to workinggenius.com. Again, two Gs, working genius, two Gs in the middle, workinggenius.com. And then use promo code secrets, S-E-C-R-E-T-S at checkout. Get 25% off. But then go take the test. Again, it takes you 10 minutes.

But even in a 10-minute session, you will get something that is so insanely valuable to help you understand yourself, to make sure you're working in a spot that's going to give you the most joy, number one. But then number two, it's going to make sure that you are with your teams getting them in the right seats as well. So anyway, I love this assessment. Go check it out at workinggenius.com and enter the promo code SECRETS for 20% discount. Take this test for yourself and for your team, and I promise you it will change the working dynamics amongst everybody and help your company to grow. Let's hop over to Daniel.

How can we help today, Daniel? Hey, good morning, Dante. Good morning, Russ. Good morning. So I was looking at episodes for driving traffic, and it said the impression I got is that I should really go for organic traffic. And some of the problems I'm having is that when I post to certain groups my survey, it gets removed immediately.

And so I was considering running some Facebook ads. And this is like for introductory Bitcoin education for my perfect webinar. And I wanted to get your feedback for that. I posted my survey in my feed last night. I received 130 responses. So that is still working. But when I post to groups, it keeps getting removed.

Gotcha. Yeah, most group owners don't want you posting stuff that's leading to a sale somewhere, right? They're all very anxious and fishy about it. I'm the same way. Our team, they post a link, delete them, abandon for life. So that's just because that's what – so the way you get around that is you structure – like if you're posting a Facebook group, you structure your Facebook profile. So when someone comes to Facebook.com slash Russell Brunson, they see my profile, like –

They can find really quickly how to get to my survey, but then I just go into those groups and I'm just providing value as an expert. And that's how you get like you show up and you're in there Friday expert. People see you like, man, this person is always helpful. This person knows a lot of stuff. Then what normally happens when you see someone who's very helpful in the group, you go and you friend request them, you will follow them and you start seeing them on their feed. If there's a whole bunch of links to the things that you're promoting, that's how you get them.

Obviously, it's a slower way than just putting out ads, but that's organically how it traditionally works. If you go in the groups, provide value, no links, but people start seeing your face consistently showing up, and then they start coming to you. So it's a longer game, but it does work very well if you are consistent with it. If you want to turn it on, like flip on a light switch and get traffic quickly, then yes, paid ads are definitely better. And there's a million ways to do paid ads. There's like running Facebook ads, which are fantastic. Another way that's...

It's kind of a blend of organic. Like one of my favorite ways that still works very well today and always will is like podcast directors. You grab your phone, open up iTunes and go to the podcast directory and go into the finance section. You can mess it. It shows you the top 200 podcasts in each category. And you can email every one of those people and say, hey, I have a really cool presentation I give on Bitcoin or cryptocurrency for beginners. I show people the data.

is there any way I could get on your show and talk to your audience about this? Right. And they get opens up these doors for you start getting onto big shows. Okay. You know, it's a lot of ways to get traffic, but those are some of the things to kind of think through as you're, as you're. Okay. Thank you so much, Russell. I believe I'm going to use the, the podcast. That seems like a good way to go. Appreciate it.

Don't worry. Podcasts are great. You can tell whenever I have something big launching is I show up on 500 people's podcasts because it's like, all right, let's hit the circuit and go around and do them all. And what's crazy, this is what we're finding too, is let's say we're running ads to a challenge or to a whatever.

If I start showing up on a whole bunch of podcasts during that time, our cost to acquire a customer cuts like in a third. So the more you're out there, it also drops ad costs because people are seeing you from different places. They're like, oh, I heard about that person's podcast. And conversion goes up. So it's like even a one-two punch between organic and paid ads like that one-two punch together makes everything even better. Yeah.

If you want to ask me, what should I do? Paid or free? I'm like both. Both are the best. 100%. All right, let's keep this train moving. Jonathan, you are next there. Hi, thank you for choosing me. I'm a scout for NBA and college basketball teams. And my mission is to teach parents, players and families about how to get recruited to play college basketball. I did the OFA challenge. I've been working on this course since before I started following your stuff. So it's been almost a year.

finally feeling like, okay, it's done. It's getting out. I've made a few funnels, but I'm not sure one, which funnels I should be using. And I'm not sure what to be doing with the VSL for each of these funnels. So I can either share my screen or just keep talking. I made- What's the price point where you're trying to sell?

I'm trying to sell, I'm thinking about selling an $800 course is what I'm looking at. I've been trying to price it like it's an SAT course because I figure it's similar enough markets getting players into better colleges. I have a free lead magnet and then I have a $9.99 upsell where I do a video walking you through every piece of the lead magnet. And then I sell resources like email templates, highlight guides, social media guide. And then I have an upsell on that where I walk you through how to use each of them. Again, just

In more detail, that's 50 bucks for each of those. And then I go into the course. So right now my first course

I started off with an opt-in funnel for the free lead magnet, but then I realized I could create this video guide and charge $9.99 for it. And then if that's working well, use that to pay for ads. So I started off- And then I mean $999 or $9.99? No, $9.99. Like lead magnet, cheap, cheap, cheap. No, don't worry. I'm not that crazy. Like, wow, that's awesome. I'm young, not that stupid. Okay.

I have a two. So I started with an opt in funnel and then I changed the opt in button to a two step order button so that I can work in the order bump. And I guess I'm part of me, you know, as I was writing it out, I'm like, should I just change this into an upsell? But then am I doing like a double upsell to get into the course? Like, I don't know. And then for VSLs, I'm like, I'm I'm worried that I'm just going to be doing the same VSL every time. Then that's going to get boring.

If I always do the same, who, what, who, what, why, how framework. Yeah. Gotcha. So,

I typically, when people ask me what funnel is the best funnel, it's usually tied to price point, right? So that's why I asked. So 800 bucks. So typically 800 bucks is going to be, it's a lot to sell on a VSL. You know, typically VSL price points are like 37 to maybe 297-ish is like kind of the sweet spot for VSL. When it shifts from a high to higher price point, that's when I'm switching from a typical VSL to like a webinar. $800 offer would crush on a webinar. That's the tool I would use to convert people at that price point.

So I think what you're doing right now is having people register, or you know, register to support from order form bump. Do you have any other price points between the $10 and the $800? - So I have two $50, I have a $50 resource pack, and then I have a $50 video guide to walk you through the resource pack.

Okay, sick. So what I would do is I would do, keep the funnel you have right now, like $10, $9.99, order form bump, upsell one to the $50, $50, and then on thank you page, and be like, okay, I hope you enjoyed this. Now they're like, I do this all the time in my funnels, like on the thank you page. I'm like, all right, so class is starting right now. We're going to jump in right now. I want you to register for this web class. We're going to go take you through the very first session. I'm going to show you how to do blah, blah, blah, blah, blah, right? And they register, and now you've got a full webinar session.

that you do and then to sell the $800. And so it becomes like a thank you page. It's a thank you page offer to get them to the next step, you know, the next funnel. But then also you can run that just as a webinar funnel by itself. And that's kind of how I do it. So look at the back of my funnels. They're always pushing to the same, you know, to some other funnel that we're also writing separate ads to. But that'd be my next step for you is just finish out that funnel and then plugging in a webinar funnel on the end of it. Then you can also run ads directly to it.

Awesome. Thank you so much. I really appreciate it. Have you gone through any of the Perfect Webinar stuff yet? Have you gone through any of the Perfect Webinar stuff yet? Define. I mean, I've done – so I did the OFA course. I've looked at the Perfect Webinar a bunch. I've recorded a few videos, but I need to get over that perfectionist mindset still. Like I was so good at it with so many things, but now that I'm doing videos, I'm like, oh, no, I don't like the way my eyes looked in this. And I'm like, okay, we don't need to like –

Bring it back. I'm a scout. I've gotten used to being like, I have 80% information. I need to just get it out. But I'm still breaking that into my head for videos. So I've not actually made a perfect webinar, but I've gone over it far too many times. That's the next step for you, man. Because that's going to be key to Unlocked. You've been able to scale and grow. You've been able to sell the $800 thing. And it's going to be through a perfect webinar. If you're coming to FHO on day...

On Friday, I'm doing two huge sessions, two 90-minute sessions. They're all just going deep in Perfect Webinar, psychology, how to break things, all kind of stuff. So if you've got FHL, that'd be awesome. The other option is September 24th through the 26th, we're doing another – we did the Selling Online Challenge two weeks ago. We're doing another one. And that entire three-day event is just building out the Perfect Webinar, understanding it, mastering it. So either of those spots is where you can get deeper into those if you want to geek out with me on –

on writing the webinar script. So, which is my favorite thing to do of all the things. So it's going to be fun. I'm in. I love it. Thank you so much. Yeah, man. Well, nice to meet you. Congratulations. Appreciate it. Yeah. All right. Let's hear from Sam. Hey Dante. Hey Russell. Hey Sam.

I started with the Your First Funnel Challenge back in October last year, 2023. Had some great input from Dante and the team, so thank you very much for that. So the funnels are pretty much ready to go. I've basically had to take a step back and actually write the book.

So the book is almost ready for publishing. So I'm a physiotherapist in the UK by trade and the book is on interview skills for healthcare professionals. So it's not what questions you're going to get asked to interview, it's the bulletproofing of self-belief and getting people ridiculously confident at going into that interview and absolutely smashing it. So my book

When we first started back in October, I was actually thinking of still sticking down the physical therapy side of things. So the back pain, blah, blah, blah. Throughout this process, so thank you to Dante and the team. Throughout the process, I actually realised that what I'm passionate about is actually helping people to help themselves. And by doing that, I will inadvertently help others.

the people that they're looking after. So I'll have a wider impact, but also have some time for myself, which isn't selling time for money. So I've just got a couple of questions with regard to the book side of things. And also just to thank Russell for posting his things on how he's writing the book, because I've been following that as well on Instagram. That's been spot on. So thank you for that, Russell. The questions are in

In terms of the book funnel, my initial thought is to price the book at £9.99, so it's low ticket, and then have an upsell for the audiobook at £2.99. Price it separately and sell it separately on Amazon at a higher price. So if they're just going directly to Amazon,

it's a higher price and the more likely to come into the funnel hopefully and then in addition to it i've got course options as well so i've already done a beta test on the course and got some feedback from that but i've only done it once and then

I'm my brains a bit scatty so I like to do a lot of things and I'm trying to stay focused and stick on one thing so my other thought is that it would be perfect for a perfect webinar but only at 30 minutes rather than 90 minutes because I feel like

If I deliver a 90 minute perfect webinar, I'll be giving away too many of the tactics rather than just the framework. So it's a 10 chapter book. At the moment it's 30,600 words and

self-belief, body language, manifestation side of things, applying it that way, it is all within it, as well as how the NHS system works in the UK and some clinical things. Initially, I narrowed it really down to physiotherapists, but actually when I've looked at the numbers, that's not going to be lucrative enough in terms of how many physical therapists we have. So I've expanded it to UK healthcare professionals.

So what's the price point of what you're selling on the webinar? So the courses will be 69 pounds for the pre-recorded version and 150 pounds for a three-hour deep dive course, which is split into two days. So one and a half hours, one on a Tuesday, one on a Thursday. And then I'm not sure with regard to the

webinar whether I do that yet or whether I just stick to the funnel I'm I don't know if I'm trying to so the question is kind of like what to do next basically like I got a bunch of pieces cool so I think what I would do just to make it simple and get something out the door for you is like doing the book funnel like you said right is the book done then mostly done

Yes, I'm literally doing final edit and just then working out how to publish it properly. So that was another question with your books. I know that you because I've got the trilogy and I can see on the back that it's priced at like twenty six ninety nine dollars. And we obviously just paid P&P for it and got on board with the first one or challenge and.

Do you sell it separately as well? And how do you publish it as such a beautiful book? Have you got a company that does it for you or do you order it through Amazon? How do you set that up to be

easy to price so those three books the the three secrets books those are done through a traditional publisher so hay house does these um and so that's a little different because hay house they own the rights to it and i uh in my contract i have a wholesale deal so i can buy them wholesale from them to do my free plus shipping funnels but i have 2 000 other books that we sell uh i mean right here

They're all just free plus shipping style books, you know? I don't have them close, but we self-publish all those. And so there's a lot of ways to self-publish. Like Amazon has CreateSpace you can self-publish. There's a site called 48hrbooks.com that we publish sometimes through. There's a lot of just print on demand, but print books. You print like 100 of them, put them in a warehouse, and you can ship them out at a time. Yeah, then you can hire designers to do the internal design and the cover design and stuff like that on sites like Odesk.

Um, we've done that a lot in the past. So that's kind of like the book side. And then what I would do for you for the funnel, I would like have the, have the funnel where you're giving, you're selling the book. Um, and then, uh, order form bump is where we put the audio book typically. And you said two nine seven, you said like $2.97. Yeah.

Yeah, to bump it up to an audio book. So I charge my audio books, I charge $37, which is expensive because on Amazon it's way cheaper. But I'm like, you get the audio book, plus you get, and I bundle this together so it's a unique offer. Because you want the order form bump. The goal of the order form bump is to try to cover the ad cost. So how do you create something that's, you know, $27 to $47 is usually the sweet spot for an order form bump. So it's like taking the audio book, plus maybe it's like some worksheets, plus it's like a two-hour...

console you did with some, are you just bundling a couple things together to make that so that, because if it's just 297, it's not going to help cover ad costs and then it makes the metrics of the funnel hard to work, right?

So that'd be the order form bump. And then the next page that I would do is I would take your two hour webinar. You want to sell for, uh, have some pounds. I can't remember. I get confused with pounds and dollars, but yeah, one 50 pounds. Like I would just make an upsell video then that's selling that. And I would call the course. So it's like, Hey, I have this course. It's whatever. And like, and then sell that and have it a one click upsell to the, to the,

And then, and I wouldn't worry about the live one right now. Like the live one may be in the future, but ideally want to get a funnel that's, that's just, we can get working. That's not going to take any extra time from you right now. And just focus on that right now. So I put those three, those three things, those three offers in place, create a funnel and then launch it.

And then as you start getting momentum and start, it starts growing, start getting people buying the book, then you can release a live event later. But I wouldn't do that now because you don't want to like, if you're selling both of them and all of a sudden like you get one person to buy, now you're doing a three hour live event for one person while you're testing and it's not ready yet. And like, so it's like, make it as simple as possible on yourself right now. Just get those three and then let's start driving traffic and just start the process and start getting customers coming in. And then from there, you can start making some really good decisions and choices, you know, on what the next best step is.

Oh, thank you. Just one last question very quickly. The Expert Empires event that you're doing in London, you said to Nadine when he mentioned about his...

is too comical of a word. Mine is here, it's currently cardboard, but it will be physical eventually, that you have a very tight schedule. So when you come down, the only reason that I would buy a ticket to the Expert Empire thing is because of you and to come and see you

live and potentially like grab you for 10 minutes afterwards um because at that point i'll be like a month for two months further on and yeah so will you actually have time for that so is it worth me spending money getting down to london to come and see you live because i'm i'm already in the click funnels i'll be renewing my my membership um

in October for the 1997 anyway. So yeah, would that be, I know it probably would because there might be other people, but I went to an Expert Empires event for a pound and they basically told me that I'd jumped the gun by getting involved with ClickFunnels. So I was like, okay. So then I...

I'm not doing that because yeah so yeah would it be worth it would you have time or will you not because if not I don't think I'm moving house at the minute as well so I'm paying solicitor fees and things like that so I'm just like have

have I got the money for it or not? Honestly, those events are usually pretty hectic for me. So I have two presentations and I think there's a VIP night. So the VIP night, I think I'm hanging out with all the VIPs are. I don't know what it is. I've got my boys coming with me as well. So I'll be there for the whole time I'm there. Usually it's hard to break out an event and spend time because there's going to be 800 people who are there also for me. So that's definitely hard. So it's up to you. I mean,

Yeah, so I can try to make time, but I can't guarantee anything because it's just always- Question is, your presentations, will it be something that I've not already got on all of the massive wealth of detail that I have on- Probably nothing shockingly new, no. Okay, cool. That's probably made my decision, but have a great time in London. Thanks for something. Thanks, Dante. Cool, thank you, Sam.

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Yep. Okay. Appreciate it. So just to introduce myself, Russell, I'm an entrepreneur. I've been a stock market trader, and I also wrote a book, which I have right here. And one of the things I'm trying to do is I'm trying to get a – what do you call it? An app created so that I can –

Look, I have a system that I created to help people be more consistent over time because I know a lot of times...

What happens with entrepreneurs, and I've seen this happen over and over again, entrepreneurs get very, very excited about a particular thing. And then they may start at it for three or four weeks, and then they drop off and never see them again. So my system is to try to help people be more consistent over time. So I'm trying to go about it in an app. And what I'm thinking about doing is,

Creating a community where it's like, okay, the app itself will cost around $29 to $39 a month. But within that, I'll offer a community of like a private Facebook group, potentially. And then maybe like a weekly or biweekly webinar. Kind of like what we're doing here where I'm answering people's questions and helping them

uh with their issues or whatever's going on within their lives i mean that's kind of what where i'm at right now so what's your question exactly mark so the strategy i guess then uh how does that sound does that sound like a doable framework for you from your perspective

I think so. I would warn you from starting an app project. I've started eight app projects in the last decade, and none of them have ever made it to completion. I would say do the easy ones. It's going to make you money quickly, fast. Do it in ClickFunnels. Build a membership site. Plug in a community. You can do it all inside of ClickFunnels. I would start there. And then if it blows up and you make a ton of money and then you want to reinvest in an app, that's what I would do. But I don't know. Apps are way harder than...

I've anyway, and I got pretty good resources to build apps. And it's just always kind of a nightmare versus like, I'm always like, how, what's the shortest path to cash? You can replicate almost all of it inside of ClickFunnels and membership side with the community inside of there and just do that. I would start there, get rocking and rolling. Also the perceived value of an app in someone's mind is like $2.99 a month. Like that's the perceived value of an app. And so versus like you could sell what you're doing for probably $299 a month versus $2.99, you know, it's because the perceived value of the app versus like a membership's

just different you know what i mean so that'd be my my quick recommendation the models sound like it works obviously we're doing some you know things very very similar um but yeah that'd be the things i'd be looking at okay all right and then uh i guess my next question is and this is like okay so i'm a business person as well and i i work a full-time job and so it's like

if you're not in, like I, in my book, I have, okay, some strategies for using your resources to create a business and potentially create wealth for you and your family. So if I'm like, I would say I, one of the aspects of it, like the time aspect of it, I've really wired tight, but some other aspects of it are probably more of a work in progress. So,

So how do you kind of manage that where you're trying to, okay, like, for example, monetarily, I'm not where I want to be yet, but I want to get there. So how do you manage that with people and say, here's some ideas I have, here's what my plan is, but I'm not quite there where I want to be? How do you handle that?

Yeah, when I do that, I position myself differently. So as opposed to position myself as the expert, I position myself as a reporter. So like here's the goal I am trying to achieve. Here's what I'm learning from, who I'm studying from, and I'm taking them on a journey with me. Like if you have a similar goal as me, this is where I'm going. This is the – yeah, and then here's where I'm learning from. Here's what I'm studying. I'm going to bring this expert in. I'm going to interview them, and you can listen in behind the scenes, and you're going on that journey with them, which is a very solid positioning when you're doing something like this. Okay. Yeah.

I think that's all I have for now. Thanks, Russell. Awesome, Mark. No worries. All right, we got four more minutes. How many more can we get done? Yeah, we're getting really close. Let's go to Tatiana and we'll see how much we can get through.

Four minutes. All right. Thank you so much. Super excited. Quick question. Actually, very short introduction. I'm a brand strategist. I worked for 15 years in corporations. Extremely stressful. I got sick six years after I resigned. I started my consulting business and three years later healed.

and trying to build this new business. So I'm right now doing brand strategy for mid-sized companies and I want to go to one to many. So my plan is to create a course where I teach entrepreneurs or small business owners how to build positioning and their messaging to capture clients or to attract more clients.

Biggest question I have here, two questions. The first one is what could be a strategic audience that I can work for? All this can work for anyone, but I'm struggling in defining that more specific audience. And the second one is because I'm known in the corporate side and I don't have an audience yet for the entrepreneur small business, how can I start building that faster?

is I'm doing obviously social media. I have my lead magnet up, but it feels so slow. So any step by step and I'm member prime mover, member of all these things. And I'm just overwhelmed with so many paths and I'm just want one. What should I do right now? Okay. I think,

Like if you want to speed up, there's different ways, right? Like organics is slowest paid ads are the next fastest, but the fastest way is joint ventures and partnerships. So I'd be looking at everyone in the entrepreneurial ecosystem that is currently serving your dream clients, but they're doing it from like, I'm teaching funnels or branding or traffic or whatever. And it's like, how do you co-create something with them that shows the branding side of it? Right. Um, cause that's going to speed up your, uh,

like if that's the thing i need to get this working quickly that's what it'd be like who who are the people our neighborhood clients and partnering a good example it's like uh when we launched click funnels uh we were growing like crazy and jim edwards came to me and he had this funnel this copywriting software he's like hey i got copyrighted software you got funnels we should do something so we co-branded funnel scripts together made it together and you know that business is done multiple tens of millions of dollars because he's able to take my existing list audience credibility his software we plugged it together and then

it was able to go quicker. And then, but it's not just me. I also did the same thing with, with, what's the leadership guy? John Maxwell. So he has John Maxwell and they have copy product and he's got other ones. So he's partnered with different people taking his core thing. And so that's the way to get, to grow the fastest is like, who's already, who's already growing and how you take your brand strategy stuff and, and, and do that with them. I mean, part of it can even be like, find a couple of those people that are your dream clients and go say, Hey,

your brand's cool, but you're missing these 12 things. Like, let me come out and they do it with them. And then all of a sudden they have this big brand overhaul. And now it's like, now let me, then they'll be excited. Like, let me take this to my audience so I can show my audience like what you did for me and then how they can do it for you. And then it opens up a big door. So for me, if I was going for speed, that's what I'd be looking for is let me find two or three people who got my dream clients. Let me go serve them. Let me blow their minds. And then like, how do I get access to all their audience through that process? You know what I mean? So how about the ideal customer? How do I define that if I can serve

Many people, I would say. Who do you get most excited about? Because I'm saying I could serve a lot of people, but like the ones that are most fired up are very much just like, I like small entrepreneurs, one to 10 employees who are still in the business. Like that's what I want to serve. I don't want to serve big corporates. Like I get these corporate clients come in and like, we'll pay you X amount at all, like insane numbers. So like come and teach our, our,

marketing team how to do funnels i was like i'd rather die than teach some guy who got hired doesn't actually care about this like i want the young entrepreneur who's hungry like that's who i like that's what i want to hang out with someone talk to so i just say no to all that like it's crazy money they're like crazy money they throw me i'm like no that's not my people these are my people that's who i focus on so if you it's like who would you like hang out with and talk to anyway just because like you love those people enough that you would and not and like that that's the real question because there's money in all of them it's like who do you actually who are you

obscenely passionate about serving and like that's what i focus on is it strategic to tie back with my story of being a corporate woman gotten getting sick with stress and going back will that be something that for sure yeah use that that story is essential right awesome thank you so much very cool we got one more one more dante

Yeah, come on. Hashtag over deliver. Russell, yeah, let's get it. Selena is up. One more, then I got to bounce and get back to slides. Thank you so much. No worries. How are you doing?

Happy Friday, everyone. Good, and you, happy Friday. My question is super quick, and I think it's going to help everyone. So when you are already doing ads, more or less, what is the time that you run those ads to test? So for you, it's like, what, five days to start working is a good ad. It takes me 10 days. I mean, obviously, I know it's different. Your account is bigger and all that, but what should I use as a, you know, a more or less?

Cool. So I don't do so much on days as much as like ROI, right? That's always the goal. So

My first goal when I'm running any kind of ad campaign is, is this going to be a break-even funnel? So if I spend $100, I make $100. That's my very first metric that I'm looking for. So what I would ask you if we had a lot more time is like, hey, what's the product? What's the offer? What's the, you know, so, but I figure out, let's say it's a webinar, for example, and say you sell $1,000 products. What I would do is I'm going to say, okay, I'm going to invest $1,000 to drive this webinar. And my goal is see if I can make, if I can break even, I can sell one. If I can sell one, spend $1,000, I make $1,000. Like, okay, this is a break-even funnel. Now I can scale this and grow, right?

If it's like a VSL funnel, let's say, and I'm driving in the sense of a $97 product. For me, at a lower ticket, I might spend, let's say I'm going to spend $300. I'm going to spend $300, and my goal is to see if I can sell three of that. And I'm going to watch that and test that. If $300 is gone, do I sell one, three, five? And that becomes the thing. And if I don't at least break even, like, okay, so someone else is calling through. Guys, make sure to keep your mics muted, please.

Yeah, anyway, so like that's kind of the thing. So for me, it's always about that. Like I want to – my first goal is like I get to break even so I know how much do I make if someone buys. I'm going to invest that much in ads. I test it. Or maybe I might do two – if it's a lower ticket, sometimes I'll do more money just because it's hard to get the numbers. If I'm selling a $10 book, if I spend $10 on ads, it's not going to work. If I have upsells and downsells, that's kind of how I start testing it.

And if it's a break even, I'm like, okay, cool. What can I tweak to get it better than breaking? So I'm going to try some different ads. I'll tweak some piece in the funnel a little bit and I'll run it again. Now it's like, oh, I did better or did worse. And then you kind of get it to the spot where, you know, so the team on the number that our team looks at is ROAS, so return on ad spend. So every week they'll come back. Okay, let's keep going. So, yeah, so my team every week, they give me, it's a ROAS report. So they'll show it's like, hey, we spent,

X amount of dollars on this funnel and the return on ad spend was whatever. Right. So the numbers that, so one row as means we spent a hundred, we made a hundred like, Ooh, that's awesome. Uh, which usually I don't like that. Cause I still gotta pay for the ads team. I gotta pay, you know, so like one row ads is like, ah, not, it's not really ideal. Like 1.2 row ads usually covers the cost of everything as well. So 1.2 row ads is for us is like, okay, that's pretty basically break even if we go, something comes back. It's like, Oh,

three row ads, we put a dollar in and made $3. And it's like, okay, scale it, you know, or five row ads and stuff. Or it comes back at like 0.8 row ads. Like, okay, I didn't really work. What do we have to tweak? What do I change? And so we're just kind of like, it's just this game that we're, you're always kind of playing in the funnels. And so, um,

But that's the game. So that's how I do it. So it's not so much how many days. It's the amount of ads you're willing to risk or invest in the funnel to test it out and see what happens. And then it's just as it works. And you keep tweaking and put some more in. Tweak and paste some more. Put some more in. Until you get a spot where you're spending $100,000 a day. That should be everybody's goal. $100,000 a day. Minimum.

I know that's insane right now for most people, but that's the goal, right? Because again, if you get a funnel where it's like three times ROAS, you put a hundred grand each day, you mean 300 grand each day. That's insane. Like that's a party every day. Yeah. Well, awesome. Thank you so much for your time. I really appreciate you and appreciate all your wisdom all the time, social media, everywhere. So thank you. I appreciate it. No worries. Thank you. Thank you. Okay. Blake, Blake requested. So I'm going to click, I'm going to, okay. Blake's connect.

This is Blake T out. Hello. Hey, what up? Hey, Russell. I'm good. I'm good. And everyone from ClickFunnels. I'm good, man. I'm good. Where are you from? Nigeria. Nigeria. Very cool.

Yeah, yeah, yeah. I really just want to ask a question. Like, I don't know if I can. Okay. Cool. It's a marketing question. I'm trying to run something for my sister's brand. It's a honey brand. And I feel like it's a commodity, right? So I'm not sure the approach to take because I try to think I'm approaching it from the angle of, okay, instead of like marketing it as honey, come from the angle of something it solves, maybe an illness it solves and stuff. I don't know if I'm going the right way, but I just would really like your help on how you would approach marketing a commodity or a seeming commodity. Okay.

Did you say the product was honey? Is that what you said? Yes. Interesting. What's unique about your honey? Is there like a unique selling proposition or anything like that? It's supposed to have really high, I don't know much about it, but I've been reading on it, like she's the one, but really high MGO is what has antibacterial properties that helps cure stuff, builds up your immune system. So I know that's the main thing like she keeps talking about.

Interesting. Yeah, I think for me, if I was selling a commodity, the first thing I do is try to figure out who are the type of people I want to sell to. So if it's going to be health food or if it's going to be something to make your carnivore diet taste better. I'd be picking a segment because most of the carnivore diet, they're allowed to eat honey or people with health or allergies. I pick who I want to serve first.

And then from there, it's like, you know, what's the result of this product gives the person? So that'd be number two. And the third step is like, what are other things I can bundle with this commodity that make it unique? So my offer is different, right? It's like, oh, I could bundle in –

It could be a course on how to lower your immunity or on – if my segment is like health person. If my segment is carnivore diet, it could be like here's how to add honey to your diet to blah, blah, blah. And then I'd be adding either courses or just different things to decommoditize it by making it a unique offer that's just yours. Does that make sense?

Yes, yes, yes. That makes a lot of sense. Okay. So. Okay. You should send me some honey. I want to try some. No problem. Thank you. That's awesome. Well, great to meet you, Blake. Is it Blake? You too. Yeah, Black Dog. Black Dog. Yeah. Awesome. Great to meet you, man. Very cool. Okay. Well, that was fun. All right. We'll do one more and then I'll get you back to work on slides because I don't know if you guys noticed or not, but Funnel Hacking Live.

Hey, what's up, Russell? What's up, Ben? Hey, what's up, guys? How are you doing?

Yeah, so me and Ben are acquainted. I had a good question that I've been thinking about recently. So my question is, with the ClickFunnels 2 Comma Club and all of the awards, was the intent for it to get as big as it did?

Um, cause I find that I have, I run an agency and I have clients who use ClickFunnels and some of them are, they'll literally make ClickFunnels because they just want to like grab the award and use it in their marketing. Was that the intent, um, from the beginning for it to get so big and become such a, a prize piece for marketers? That's funny. I think, um, so if I'm completely honest, initially I did it cause I just wanted my own award. Cause I

You know, that's like the real reason initially, because I was actually one of my buddies. He was doing a launch and he was a music producer in the background of his video and all these cool records to help people win stuff. I was like, oh, so cool. Wish we had something like that. That kind of spurred it initially. And then I was like, what kind of work do we do? And then I bought the domain name to comic club like years earlier, never did anything with us. Like, oh, it's called two comic club awards.

And I remember messaging Dave. I was like, Dave, how many people in ClickFunnels have made at least a million dollars? I think there were 79 people at the time.

And then that kind of started like, we should do an award. And then, yeah, like I think a lot of these things like that, like you don't know what it's going to turn into. It's just kind of like a thought and the next thought. And so then we made the award, which turned out amazing. And then with Next Fun Hockey Live, we announced it and people freaked out. And we just did the pictures on stage because we thought that'd be kind of fun. And then, yeah, then those start turning people's ads and their assets kept going. And then it kind of took a life of its own. So it was not, I don't think I strategically thought it through, but looking back in time, it's like, oh, wow, that,

That was – turned out really smart. And by the way, I just finished this slide on this presentation showing how many people have won a Two Comic Club award. Let me pull the slide again real quick. Because – insert blatant pitch right here, Russell. Funnel Hockey Live is a week away. If you don't have your ticket, sure. Go to funnelhockeylive.com. Let's see. Yeah. So right now, as of today, 2,522 people have won the Two Comic Club award.

343 won two comic club X 105 of one, one of the two comic clubs C awards and nine have gotten the two heart award, which is crazy. So anyway, it was one of the things that wasn't like planned out. I don't think ahead of time, but yes, turned to like obviously a big driver for us in the community and for entrepreneurs as a whole. So,

Yeah, it's pretty sick. I think it's paved the way as a marketer where everyone's like, oh, I've got to get the 2 Comma Club Award eventually. It's like achievement hunting on Xbox. It's like you've got to add that. You've got to add that Infinity Stone to the gauntlet at some point if you're a marketer or else you're failing. Oh, 100%. Well, it's funny too when Hermosy, when he was in the Air Circle back in the day, he loved winning awards. And so like half the awards we made for him, he'd say, I won 2 Comma Club Award. I want to know. And he's like, what kind of winner? And he's something else. We're like, 2 Comma Club X Award. And he got that. And then he goes, what next?

It's the Conca C award. And he's like, what next? I'm like, uh, two hard awards. Like he was the one initially, like he, he won our inner circle of the year member, member of the year award initially, like just all these things, but he was like the one chasing awards. And I was like, man, it's crazy what people do to win an award. And, um, yeah. And I think it's also cool. It gives people like belief they can do it too. You know what I mean? It gives them something to shoot towards, um,

entrepreneurship's hard because there's it wasn't like like i was wrestling i was like i want to be state champ i want to be an all-american like there's always something to chase but entrepreneurship's like i want to make some money like it wasn't something to chase like a tangible like a beginning and an end like oh i i achieved the thing you know what i mean and so just makes it more fun i love that well appreciate answering the question good luck at uh funnel hacking live no worries man

All right, everyone. Well, this is a test to see if you guys show up. We've got probably 30 or so people on here now, which is awesome. So maybe we'll do this more in the future, a more long form when I'm not crabbing for fun. I definitely think we should. Yeah, this is really fun.