Transforming Knowledge Into Profits - A Sneak Peek Inside Pace Morby’s Private Event
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Ryan Reynolds here for, I guess, my 100th Mint commercial. No, no, no, no, no, no, no, no, no. I mean, honestly, when I started this, I thought I'd only have to do like four of these. I mean, it's unlimited premium wireless for $15 a month. How are there still people paying two or three times that much? I'm sorry, I shouldn't be victim blaming here. Give it a try at mintmobile.com slash save whenever you're ready.

$45 upfront payment equivalent to $15 per month. New customers on first three-month plan only. Taxes and fees extra. Speeds lower above 40 gigabytes. See details. What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I hope that you are pumped and excited to be here. I definitely am. Back when I got started in this business, I used to speak at a lot of events. I traveled around the country. It was a lot of fun. And about that time, my wife and I started having kids and then more kids. And now we've got five kids and they are amazing.

But we just spent less time traveling. And I got to the point where I stopped speaking at other people's events pretty much altogether. Outside of Funnel Hacking Live and things that I do, I almost speak at no events. But one of my close friends, Pace Morby, he's speaking at this year's Funnel Hacking Live International. You are going to love Pace, by the way. He's built a brand that's done over $100 million like year two or year three in business, which is insane. All by building one of the most amazing communities on the internet.

The only community which may rival that is obviously the Funnel Hacker community. But between Pace's community and the Funnel Hacker community, I just sync with everything he does and he says, and I love this guy. And so he asked me if I'd speak at his event. And for Pace, I said, sure, of course. So I flew out there and had a chance to speak to his group. Now, his group, you have to understand, these are all real estate investors. They don't know anything about online marketing, about info products or anything. And Pace wanted me to come and basically open up

a vision of how these guys could turn their ideas, their knowledge, information into an actual business. And so that was the game plan. So I gave this presentation for this group and it was a lot of fun going deep into how they could turn their information into products. I talked about Meyer and Golden's four levels of value. I talked about my three levels of selling and a whole bunch of other really cool things that I thought were beneficial. So I got a copy of the recording. I wasn't able to include all of it because obviously this is for Paces people. So I had to cut some things and trim some things out.

but it turned into a really cool session that I thought would be really valuable for all you guys who are listening in. So that's what this next podcast episode is, is my presentation from Pace Morby's event, teaching a group of real estate investors how to turn their talents and their hobbies into an actual business. And it was really fun. And then at the end, I got to do some Q&A with the audience. That was really fun as well. I hope you get value from the entire thing. So that said, hope you enjoy this episode of the Marketing Secrets Podcast.

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. First off, thanks for having me. Pumped to be here with you guys. You know, there's some paystextions like, hey, can you do a favor? You just do it for him, right? You guys all agree with that? Yeah.

There's very few people I've ever met in my life who serve as much as him and multiple times now he's served me without asking for anything in return or anything. So I'm like, yes, I will make it. And told my wife, because we're flying out tomorrow morning for Greece. I was like, I promise I'll make it home in time. She's like, what if the flight doesn't make it? I'm like, I'll borrow his car. We'll drive back. We'll figure out a way to make it work. But I'm super grateful to be here with you guys for an hour, hour and a half or so, talking about some fun stuff. And I hope you guys get some ideas and some things. How many of you guys have never heard of me before in your entire life? This is so great.

This is called opportunity, my friends. This is amazing. So this is crazy. I've been doing this for 20 years. I've spoken to literally tens of millions of people. And the fact that 90% of the students have never heard my name before is like the most exciting thing in the world. So I'm pumped for that. This makes this even more fun. So I don't, well, let me step back a time. I'm going to go to the very beginning. So what Pace wanted me to talk about was helping you guys to create your own coaching programs, your own courses, your own information, not courses, courses.

I believe that the greatest business in the world is selling information. I've written three books. One's called Dot Com Secrets, Expert Secrets, Traffic Secrets. And all I do is I learn really cool things, secrets, and then I tell them to other people, and I built a huge company off of just doing that. I love learning, love sharing. How many of you guys love sharing your ideas, your things? Yeah. It's the most fun thing in the world, right? When you have someone that you meet who's struggling, and you tell them things you do, you help them, and they have success.

it changes their life and you get paid in the middle it's like the most fascinating most fun most exciting things in the entire world so I believe this is the greatest business in the world any of you guys currently in the information business you're selling some kind of coaching or info products okay we're like 10% are okay my goal in the next 90 minutes is to get now 100% of you guys to do this because this is how you literally change the world and so that's I'm gonna go deep into and hopefully have some fun so this is me 20 years ago I was a wrestler Boise State University I've got cauliflower here we have any wrestlers in the room

Hey, Jiu-Jitsu guys, I'm up for lining up. We just roll instead of doing this if you want. I'd much rather do that. My first passion. Anyway, I was a wrestler growing up. I wrestled at Boise State University. My wife and I got married, and we were broke. This is us cut up our credit cards, and because we had no money, I had no skills other than wrestling, and I got on the internet. I went to Google. I typed in how to make money on the internet. Anyone ever done that before?

And all these things are coming up and I started like trying this and that and like fell for this scam and that all sorts of stuff. Nothing was working until a little while later. I bumped into some guys who talking about creating information products. I was like, what's an information product? Like you take the things you know and you package in a way and then you sell it. And I was like, but I don't really know anything other than wrestling. I don't have no other skills. And I remember I was learning. I was like figuring out. I was like somebody I want to figure out something I can create. I was just frustrated. I didn't feel like I had any superpowers, any talents, anything I could actually share with anybody else. Right.

And then one day was spring break, and me and this guy here, his name is Nate Plone, me and him were the only two married guys on the wrestling team. So spring break hit, our entire wrestling team goes to Wendover, they're gambling, having fun, and we're at home because our wives are working, supporting us, and they were like, you shouldn't spend our money in gambling, you should stay here. So we were home all week while our wives were working, our friends were all gone, and we're like, what should we do? And Nate's like, we should build a potato gun.

I'm like, what's a potato gun? He's like, oh, dude, they're really cool. He's like, anybody here shot a potato gun before? Okay, yeah. So he's like, we should build a potato gun. I was like, how do you build a potato gun? I'm like, I don't know. So we went to Google, how do you make a potato gun? And we went and saw how it works. We saw the plans and everything. So we downloaded the plans, went to Home Depot. We went and cut the pipes, got sprinkler pipes. We cut them. We got barbecue igniters. We went to the shops. I put them all together, and we built the very first ever potato gun.

my very first ever potato gun. Spent the whole week building three or four different potato guns, and that weekend when our wives got off work, we took them out to the desert, and we started shooting potatoes, and we had like the greatest time ever. So much fun. So then, Monday I go back to school, and I was not a great student. I was a great student athlete, not a great student. I was sitting in class, I was kind of bored, and just thinking like, man, how can I start my own business? Like, I have no talents, I have no hobbies. And all of a sudden I was like, wait a minute. I wonder if anybody besides me was searching for information about how to make potato guns.

And I went online, and at the time there was a site, there's a lot of sites nowadays, but there was a site back there called Overture. I went there, I typed in potato gun, it showed you how many people each month were searching for different keywords on Google. And sure enough, there were about 18,000 people per month searching for the keyword how to make potato guns. And I was like...

Oh my gosh, I'm not the only one. There's 18,000 other people trying to figure out how to make potato guns. I have a skill set. I now know how to make a potato gun. So I called up Nate. I was like, hey man, we're going to make a potato gun this weekend. We're going to film it, make a DVD. We're going to sell it. And he was like, nobody's going to buy a DVD of us making potato guns. I was like, no dude, it's going to be amazing. I was trying to explain it. He's like, whatever.

So he had nothing else to do. So we sat down and we got a video camera. We bought it from a friend. Went back to Home Depot. We started filming us buying the pipes. I was explaining, okay, here's the pipe. And here's the correct barrel to chamber volume with you need to have. So you have to get this one to this one. And if this is the right PSI, if you get the wrong PSI, the pipe will explode in your face. And then all this stuff we learned from all the different plans, right? And then here's the right igniters, the right barbecue igniters. Here's how you glue it. And then we went to, this is the shop my wife worked at.

at the time she worked at a motor rewind company. So we snuck in the back there and we filmed us cutting the pipes, gluing them together in this little handy cam video. And then I snuck into Boise State University because this is my first time making a training course.

And so we had all the formulas for how you're supposed to make a potato gun. And so we snuck into Boise State University, this college classroom, at Saturday at 4:00 in the afternoon. We snuck in, and there was this huge whiteboard across the wall. And so I remember on the whiteboard on this side, we wrote up all the formulas, like the barrel to chamber volume, all the stuff. We had all the things here. And then we set up the camera so it would just focus on the whiteboard right here. And so we're standing there looking like we're scientists. I'm like, all right. And I can see it right here as I'm rewriting the whole thing.

And I filmed me explaining how to make potato guns, and the whole thing was like the most fun, exciting experiment ever, right? We filmed the whole thing, and then we went and burned a bunch of DVDs, because that's what we did back 20 years ago. And I put some packaging on them, threw up a website, started buying some Google ads, and sure enough, I think my next slide might actually have it. This is the DVD right here. There's me and Nate.

This is like 21-year-old Russell. I want to go back to him and be like, I promise you, keep doing this. This may seem ridiculous now. You are super awkward and introverted and shy, but if you keep doing this, eventually it's going to pan out. So I made this DVD called How to Make a Potato Gun, bought the domain name, set up a website, started selling it, and started making sales. It was crazy. Again, I was a college kid without a job. My wife was working, making $9.50 an hour, and I was making like $50 a day selling Potato Gun DVDs. I was like, this is the greatest thing in the world. Thank you, thank you.

And I have a longer story I'm not going to go into because...

I look at me called click funnel so I look at the world through funnels and this is where my funnel story started I was selling this potato gun DVD and it was the first thing we were selling and then eventually Google Ads cost got too expensive so I couldn't I was like losing money every single month and so we built the first we didn't call it funnel back then but we made it where someone bought my DVD on the next page we'd have an upsell and I found this company Northern Idaho who actually made potato gun kits and so someone buy the DVD the next upsell would be like a potato gun kit and that became my very first funnel ever and that's anyway that's a different story but

That's kind of how I got started with this. After I did this, I realized that 18,000 people a month searching for something are great, but it's still like, it's actually a really, really small market. I didn't become a millionaire off of potato and DVDs, unfortunately. But what I did learn was people will pay for information. I tell you what, the craziest, weirdest feeling in the world is the very first time you set up something, you set up a webpage or something, and then some stranger in the world, on the other side of the world, gives you money for something you made up.

It's the weirdest, most crazy, like, I can't believe some human being gave me money for this thing that me and Nate made. Like, it made no sense. And he shipped it out, and they came back, that was amazing. And he shipped it out, and like, it just, it was the coolest thing for me. It gave me so much belief. I was like, okay, this is possible. I was like, now, what else can I do? And for me at the time, I didn't have any other skills or talents, so I started finding people who did have talents.

I met the world's fastest reader. I was like, "Dude, you're a genius. Can I record a... Can I film you teaching this and we'll sell it to people?" He's like, "Sure." So I filmed that and we launched WReading.com. And I found someone who's a couponer. She would go... You guys ever seen the TV show Extreme Couponing?

She'd go and buy $200 worth of groceries and get paid 30 cents to buy them. I was like, that's amazing. Can I record you doing this? She's like, sure. So I followed her with the camera, went to Walmart, everywhere, cutting coupons. And we made a course there called Living on a Coupon. And we did another one. We started finding everybody who had, anyone I found who had any kind of talent. I'm like, oh, we can do this in a new product. We create it, record it, and start selling it. And it was just so much fun. So over the next 10 years of my life, I

I didn't just launch one product or two. I launched a lot. In fact, a couple years ago, this is a guy named Andrew Warner. He did this podcast interview with me where he was interviewing about my whole story. And before the interview, he was like, how many funnels have you actually put out there into the world? I was like, I don't know. Let me find out. So I went back to my archives and stuff. And this is how many funnels I put into the world before I ever launched my software company, ClickFunnels. Each one of these is its own product, own person, own-- and we did a lot of them for 10 years.

over and over and over and I became obsessed with this, creating funnels, information products, selling them over and over and over in every market you can dream of, over and over. And it was like the most fun thing of my entire life. I did that for a decade and in a decade I launched over 150 funnels. Thank you. I don't think there's another human being on this planet more obsessed with this topic of like creating funnels. Like it's my passion, I love it, right? And so I did that for 10 years and then a little while later, I was actually on a mission trip in Kenya

And we work with a company called Village Impact and they build schools in Kenya. And we've been donating for a long time. And eventually, Stu and Amy, who own it, were like, "Russell, you gotta come to Kenya with us." And I was like, "I am never gonna go to Kenya with you. I will give you money and you guys can do that thing." And one year they went and they built this classroom for these kids and they filmed the kids.

And in this room, and the kids are like, they're trying to know how to say it. They're like, thank you, Russell. Thank you, Colette. And like this thing. And so they sent me the video of this. And my wife and I are watching. We're bawling our eyes out, right? Okay, we're going to Kenya next year. So we went to Kenya. And in Kenya, I had a really cool experience. In the background, there's this guy right here with the camera. You see him?

His name is Bill Harrison. It's the only picture I could find of him. He's a guy, he's kind of like Josiah. He's like behind the scenes, the mastermind that runs everything. He's not like the pace who's in front of everybody. But he's a genius. One of the smartest marketers ever. Bill Harrison. And Bill and I, we were on a safari while we were out there. We sat in a Jeep for four hours.

We're just talking, talking shop, talking business. So much so that after like 30 minutes, the Jeep stopped to go look at like a lion eating something. We're like watching it. My wife got out of the Jeep and got into someone else's Jeep. So you guys are boring me with this business talk. And she went off on someone else. And me and Bill talked for four hours about stuff. And at the end of this four hour session, he said something that literally changed my mind forever. It changed my life forever, changed everything. And this is the piece that I want to share with you guys. Because I think if you guys get this part, it's going to be huge.

He told me, he's like, "Russell, I've got a really nice business. We do 10 plus million dollars a year." He's like, "I feel like I'm one of the greatest business owners, marketers in the world. I feel like I have a level 10 skill set." He's like, "I'm applying this level 10 skill set to a level 2 opportunity. And so I'm capped out. I can't get past this $10 million a year mark." He's like, "I have friends who are not that smart. They have a level 2 skill set, right? They're not that smart, but they step into a level 10 opportunity." He's like, "Two of my friends exited for a billion dollars. They're morons. They don't know anything. They have a level 2 skill set, but they're in level 10 opportunity."

And he looked at me, he's like, "Russell, I feel like you are the best on the planet at building funnels." He's like, "There's nobody better." He's like, "You have a level 10 skill set, but right now you're doing a bunch of level 2 opportunities." I was like, "Oh, 150 level 2 opportunities." And some of those were good. It's like, some of them made a million dollars a year, some of them made five million. Like, they were all good, but they were all like level 2 opportunities. He's like, "What's your level 10 opportunity, Russell?" I didn't know. I was like, "Huh."

So I thought about that for the rest of the trip. I thought about it the next week, the next month, a couple months. I found my business partner. I told him, like, what's our level 10 opportunity? I'm like, we're doing well, but, like, is there something bigger? Like, we have our level 10 skills. Like, how do we apply this to something good? And we didn't know what it was going to be.

And for me, what I started realizing was like me building funnels is amazing, right? Each one I can do million, $2 million a year on. But it's like my level 10 opportunity is not me doing the work. Level 10 opportunity is me teaching people how to do the work, me showing this. And so we started transitioning from me just doing the work. Like what if we started coaching people on how we're building funnels?

What if we built software to help people build funnels? And so we transitioned, and that transition went from Russell doing a whole bunch of funnels to 10 years ago we launched a software company called ClickFunnels, a training platform that now, last month, we passed a billion dollars in sales. Isn't that crazy? It's crazy. Thank you.

You have a level 10 skill set applied to a level 10 opportunity. So that's what I want to talk to you guys about today. So as I was learning through this, this is my original mentor. His name is Dan. Any of you here know Dan Kennedy? Any Dan Kennedy fans in the world? Okay. This is my first mentor I started learning from. This is the course he had back in the day called Info Riches I bought. This is him, I think, during the Reagan era. He...

He's awesome. I actually bought his company three years ago, which is kind of a cool thing. But he speaks at events. He will not do slides. That thing over there is called an Elmo. And so he'd bring a stack of papers to the event, and he'd put it down. And he'd put the first people, and his slides are pieces of paper. And that's how he would, anyway. So this is him teaching InfoRiches. And he talked about this concept. He called it, he's like, he said, if you want to be rich, there's a difference between being rich and being wealthy. He said, if you want to be wealthy, you have to learn how to be a shovel seller.

And I was like, what does that mean? He's like, there's all these people out there who are trying to do things, and they're making money digging for gold, right? But he's like, the people who make the most money are the shovel sellers. And then he shared this story about a guy named Sam Brandon. Anyone hear the story of Sam Brandon before? Okay, this is like the most fascinating story. So Sam Brandon lived out in San Francisco during the gold rush, and Sam was out there

And he's an entrepreneur just like all of us, and he's trying to figure out how to make some money. And you see, everyone out here is trying to dig for gold, pan for gold. There's gold fever right now happening. So he went out there, and he went to all of the shops in San Francisco, and he bought all the picks, the shovels, the little sifting things for the water. He bought them all, put them in his shop, and he was the only one that had that.

And then he got some gold in his hand, and he walked around the streets yelling, "There's gold in the American River! There's gold in the American River!" And all these people started freaking out, like, "There's gold! There's gold! We gotta go dig for it!" And they started running, trying to find it, like, the picks and the axes and the things. No one could find it, so they all ran to Sam Brandon's shop. They bought all the tools from him. They went out to dig for gold, and Sam Brandon became the first millionaire in San Francisco's history. Okay? Now there's a lesson behind this, I want you guys to understand, right?

You want to become a shovel seller. That's the level 10 opportunity. My guess is most of you are probably level 2, maybe level 3 opportunity and you're doing well. If you're able to be in this room, obviously it's not inexpensive to be here. I'm guessing you're all doing really well. But I'm also guessing most of you have a level 10 skill set, but you're probably applying it to a level 2, level 3 opportunity. Right?

Which is why, you know, anyway, I'm gonna go deep in that. I'm gonna show more case studies. But this was the big aha for me. It's like, I'm doing the thing. I'm building funnels, building funnels, building funnels, which is great. I can make a really good living from that. But my level 10 opportunity was stepping back saying,

I'm the best in the world at this. There's nobody who geeks out more than this. What if I showed this to other people, helped them all do it, and then boom, that changed my life overnight. Okay? That's key. Have you guys ever seen Alex Ramos before? This dude's blowing up on social media. So Alex came into my world when he first joined my mastermind program. My first call, he's like, Michael, if I can make an extra $20,000 a month, it'll change my life. And I started laughing. I was like, dude, we're going to blow your mind. So he came into my world, and this is like a two-minute podcast clip that I found the other day that I want to share with you guys because...

On this clip, he talked about me telling him this level 10 opportunity concept about shifting everything for him. So here we go. Hopefully, the audio will come in. It's at this hangout or this mastermind or this meeting where you realize, I'm in the wrong business. I shouldn't be running gyms. I should be teaching other people how to run their gyms, right? How did you even end up at that thing?

It was like Russell's idea, right? At least I saw the video. So the long story of Comprasco is two years before I went to that mastermind, I went to traffic and conversion summit because I knew I needed to learn more about marketing. I'm a gym owner, I'm not an internet marketer. I was like...

This is not my world. You know what I mean? I was like, I got to learn more about marketing. So I'm going to go to this marketing thing. So I go there and one of the side rooms is Russell. And he goes and pitches ClickFunnels. But he couldn't actually do the stack because they weren't allowed to sell. So he did his entire sales presentation and then literally just stopped before the buy button. And I was like...

I was like, screw the gyms. I want to learn how to do this stuff. And then like most things, because I couldn't buy, there was nothing that I didn't. I went back to my life for two years and that was it. And then when I was having some sort of existential crisis, cause I was now 26 or 27 at the time, um, you know, all the gyms were, you know, they were making money. And I remember like texting one of my managers and I was like, Hey, do you need anything? He was like,

I think we're good. I need some ink. And I ordered my Amazon cinnamon ink and then I was done for the day. Trying to be useful. I needed to be useful. So I Googled. I was like, you know what? That Russell thing was really cool. So out of the blue, I Google his name and the first link that comes up is, are you one of my dream clients or something, which was directly to his mastermind. So I applied to the mastermind. I got sold on the mastermind and transparently, I should never have been sold on this mastermind. It's for internet marketers. And I was the only brick and mortar. And it's like 30 grand, right? And I was the only brick and mortar business.

business over there. They're like, oh yeah, tons of gym owners. And I've already told them, we laugh about it now. But like, anyways, I show up and I'm like, all right, all the guys show their funnels and all this stuff. And I was like, yeah, I own a bunch of gyms. I'm trying to get to 10. I've got six. So that's kind of, I'm just here to learn, you know? Yeah. And so I walked through my acquisition process because we were, we were getting 31 on the front end. So 31 LTV decalcification in the first 30 days.

Right? Not including my recurring on the back end. And I walked through. Which basically means you're making 30x what you were spending. You spend all your cash, you get $30 out. On cash. In the first month. Yeah. So when people are launching. Which is like a good for a lot of brands, like one to three over a year would be alright. It was insane. I mean, so it would cost us $3 to get a lead. And one out of five leads would give us $500.

And the reason that it wasn't more than 31 is that that's me giving the average with the sales guys. But like when we ran it and I was selling and we were working leads, like we can get a hundred. It was insane. So anyways, he saw these numbers and was like, what is going on? And so anyways, I walked through it and he said the sentence that changed my life, which was Alex, um, you shouldn't be running gyms. You should be showing gym owners exactly what you showed me. And right now you're at a level two opportunity with a level 10 skill set.

And those were the exact words that he said to me. And it honestly hit me like a ton of bricks because I was like, this is my vision, United Fitness, we're going to be America's next gym, we're going to make America healthy, like, we've got this. But, you know, he made more money than me at the time. And so I was like, if I don't listen to someone's advice, then why am I paying for it? Yeah.

So think about this. Alex gave my world. He had a gym, right? Level two opportunity. He'd love the 10 skill set, killing it, but he's capped out. I'm a six and going to eight to nine to 10. But no matter, like he can keep working harder and harder and harder, but the opportunities like only level two. So how are you supposed to transition? You can't.

So we transitioned from, I'm gonna grow a gym, so let me help gym owners, start coaching it, and boom, from there, blew up, built Gym Launch. He was our, you know, he wanted, with these awards, we have Two Common Club, which if you make a million dollars in the funnel, you get Two Common Club Award, 10 million, Two Common Club X, 100 million is Two Common Club C, and then the last year before he sold the company, that purple award right there is called the Two Heart Award, which means you gave away a million dollars to a charity. Him and his wife were able to give away a million dollars to charity, and then they ended up selling Gym Launch.

Which, give him a round of applause, that's amazing. They sold gym launch, that was the level 2 opportunity, but over time, as big as it got, it was like, this is now, became a level 2 opportunity for them. He sold that, and now he's doing what he's doing now, acquisition.com, which is his new level 10 opportunity. So this is like, this happens in levels, right? We're always ascending and moving up from our level 2 to our level 10, and that's how you start growing and scaling. Okay? Pace is a good example. I was pulling paces. So pace...

I had a quick little interview this morning, and with him, I was like, hey, tell me the story. How did everything start? He's like, well, I started, and I was in construction. I was building. I was doing these houses. I was doing the work, right? Probably making pretty good money, probably pretty content, right? But they transitioned from, I'm doing the work, I'm not digging for gold, to like, what if I give picks and shovels and axes and everybody to everybody else? And boom, he built this brand, which is now a nine-figure brand, right? Insane. So...

So that's what I'm talking about, you guys, because everyone you guys hear has something inside of you. You have something. I always tell people, like, every single person that's been placed on this planet has a calling, right? I think God gives everyone talents, skills. He gives you trials. He gives you problems. And the reason why he gives you those things is because you are supposed to use those things to figure it out in yourself. And then after you figure it out for yourself, your job is to serve other people.

And every single person who's here has been called to serve another group of people. So you're like, who's the people I'm called to serve? You've got to figure out who those people are, and then you're bringing back everything you learned, all the resources, all the things you've figured out, and then you can change their lives. And that's how you change. It's the most fun, exciting thing in the world when you take the things that, again, sometimes it's like the cool things you figured out, but most times it's like the painful things you went through

And you can take somebody else who's in pain and get them out of pain? Like, how does that change their life? How does that make you feel? And it's like the coolest thing in the world. So I'm going to show you a couple other examples of friends I have that have taken information from the brain. So I'm sure some of you guys are thinking like, well, what would I do? I don't even know what I would do, right? This is my friend Jacob Hiller. And you guys know how to jump, by the way.

Most of you do? Oh, cool. Well, Jacob knows how to jump. He liked jumping a lot. He became obsessed with it. So he started learning, how do I jump higher? And he started doing calisthenics exercises and stuff. He got better and better at jumping. And eventually, everyone's like, man, you jump really high. He's like, yeah, that's cool. And they're like, how do you jump so high? And the very first time someone asks you that question, how do you? That's when the spark should happen in your head. You hear it once, you hear it twice. By the time you hear it a third time, you know there's a market for it.

People could ask him, how are you jumping? How are you dunking? How are you doing this thing? He finds out, oh, so he created a course called the Jump Manual, launched it, and this manual has done millions and millions of dollars year in and year out for a decade.

Yeah, your kid's got it. Stacey and Paul Martino, these are my friends. They were in a marriage. They were struggling on the brink of divorce. It was a mess. And they decided to change everything. Stacey ended up building a whole program, not building a program, figuring out how to save her marriage and transform everything in their lives. And then people started asking, how did you do that? You guys were literally separated, divorced. How did you come back? Now you have this passion, this excitement in your marriage. How did you do that?

And the next person asked, the third person asked them. So they started telling their friends, started telling more people. They love sharing it. Their friends are having success and stuff like that. And all of a sudden this thing, it's like, they

Like, they didn't know what it was, but it was like this calling. Like, you're called for more. One of my friends calls it a call to contribution. Like, I felt this call to contribution. Like, we need to do something. We need to do more. And so they decided, okay. And they didn't want to do it. Like, she was an accountant. He was, I think, a lawyer. I don't know. Like, they were not, like, relationship gurus, but they had something different they'd figured out that was different than anything else on the market. And so they decided to eventually put together a course, a training, a seminar system. And right now, my wife and I actually had a chance. We went to their retreat in Jamaica last year with all the high-end groups, kind of like this.

This group here. And their average divorce rate in America is like 60 or 70% right now. Something crazy. The average divorce rate in their group is 1%. And they had something amazing. Right? And they're called to serve. And now they're changing millions of people's lives all around the world. Right? And every single one of you guys have something. Like God gives you talents and gifts and problems and opportunities. All these things to develop you into somebody who's going to be able to change somebody else's life. That's my biggest belief. That's what I think this whole thing's about. This is Annie Grace. Anyone know Annie Grace?

Andy Gray is someone who struggled with alcohol addiction her whole life. Not her whole life. After she got married and got into business, she started struggling to the point where she couldn't overcome it. She tried the traditional ways to stop. She couldn't do it, so she figured out a whole new way to do it using NLP and your mind and everything. And she overcame her alcohol addiction for herself. And then people are asking her, how did you do that? How did you do that? How did you do that? So she wrote a little book out there, posted the book online. It's a free e-book. No opt-in or anything. E-books have like 150,000 people downloaded it.

And we're freaking out like, "Man, you gotta teach us." She's like, "I don't teach stuff." I'm like, "Pace, I'm not gonna do a course. I don't teach. It's not what I do. I'm in the corporate world. I just stopped drinking." And we kept asking and asking. So she's like, "Fine, I'll do this thing." And she's creating a course, event, all sorts of stuff. And now she's changed millions of people's lives, helped insane amounts of people overcome alcohol addiction, saved families, saved relationships.

protected children, like what she's done with her calling is insane. And she's someone who's very introverted. This is not something she wants to do, but she's called to do it. And I look at what she's done and how she's changing the lives of literally millions of people around the world because she was willing to step out of her level two opportunity and into her level 10 opportunity and share her message with the world.

I can tell you tons. This is Nissa Holmes. She's a dentist, making great money, running multiple dental practices. And then she decided, what if I help other dentists to fill their practice? She was using Facebook ads and funnels to blow up her practice. Stepped out, started teaching other people, and now she has a whole community.

100 times more money helping other dentists than she ever did being an actual dentist. The first time I really got this process-- this is a guy named Matt Fury. He was a wrestler. I was a wrestler growing up. And so when I first got in this world, I saw Matt Fury. And I signed up for one of his coaching programs. I remember he said the coolest thing. He said, when I got started in this world, I was a teacher. And I was teaching wrestling and fitness and stuff. And he's like, I got paid, I don't know, $100 a day to go to school and teach a class of 30 kids, right? Maybe $200, whatever the money was, right? And he teaches that. He's like, I would go teach, make $100, come back,

teach me $100, but I had to go to class to get the $100 every single day. And so if I didn't show up one day, I got no money. He's like, everything, all my money was bound to how much time I was actually putting into it. He's like, then one weekend, I sat down and I wrote a book called Combat Conditioning. And this book is like not a fancy book. If you open it, on one page, there's a picture of him doing a push-up. And the other side, there's a paragraph explaining how to do a push-up. And you flip it over, there's a page talking about how he did the Hindu squat. And the paragraph explains. And he's got 50 exercises.

He's like, "I spent all weekend long, took 50 pictures, wrote 50 paragraphs, put in a book, put a price tag of $50 on it, title of combat conditioning." And this book has made him million, probably at this point tens of millions of dollars selling his book. He's like, "The coolest thing is like I did it once and I stepped away and it just keeps selling every single day, day in and day out forever."

I have courses and products and things that I've built that are selling right now, whether I'm here or not, when I'm in Greece next week. When I die, they will continue to sell. They'll sell for my kids, my kids' kids, my kids' kids. So we structure it, set it up, and they just keep on running. That's the power. You break out of your time when you get into these coaching and information businesses. All right, how many of you guys are a little more excited about like, maybe I can do this? Maybe I hear that call to contribution. Okay, okay.

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What's up, everybody? Really quick, I want to jump in because I am excited for our next sponsor of the show. The next sponsor is Mint Mobile. I found out about Mint originally when Ryan Reynolds bought the company. And Ryan's not only one of the greatest actors of all time, he's one of the best marketers I've ever seen. If you've watched Mint Mobile,

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I learned this next one from my friend Myron Golden. Myron calls this the four levels of value. When he explained this to me the first time, everything kind of connected. I was like, "Oh, this is why we make more money doing it this way. This is why these are level 10 opportunities versus level 2 opportunities." So the first level of value here at the bottom is called implementation. If you are working in a business where you are in a level 1 of value, you are using your muscles to make money. You're implementing, right?

So I think about this, Pace. When Pace got started, what was he? He was a contractor. He was out there. And he was out there every Sunday, like, working on houses. Like, I don't know exactly what he was doing. But he was putting together houses. I'm not a real estate guy. I know nothing about real estate. But he was doing that, right? He was building houses, putting stuff. So he was working with his muscles, which is great. And the hardest working people in this world are working with their muscles. The problem when you work with your muscles, though, is that you get capped out at a certain level. Like, you can't provide more value, right? This is where you're always trying time for money, time for money.

Right? You think about this as someone who's working in a business with their muscles, they're usually 80 to $100,000 a year is kind of the cap and then you get stuck. You can't get past there. Right? And so people think like, I got to work harder, I work harder, I work harder. You don't make more money by working harder. Okay, you can't do that. The only way to make more money, we lost my slides. The only way to make more money is to shift the level value you're operating in. Okay? Because I mean, eventually, eight hours, if you're 10 hours, a 12 hours, like you cap out, you can't get any physical thing past that, right? All right.

Okay, so first level value. Level one is your muscles, right? Level two value is unification. This is management skills. This is where you come in and you are taking a whole bunch of people's muscle, you are unifying, you're managing, and now they're working, right? So you make more money because you're moving more things. You're getting more muscles to work, right?

okay so unification so that's management skills right now management you make more money than work your muscles right because now you're helping like eight to ten to twelve people to work their muscles so you're giving more value so you make more money so by shifting from working for your with your muscles to working um to working with uh your uh working management skills you make more makes you're operating a different level of value right but then there's another problem with management skills

Right? Problem management is that you kind of cap out again. Like, good managers make $150,000, maybe $250,000 a year, but, like, it kind of caps out once again, right? I don't know about you guys. How many of you guys like to be in an opportunity where you're capped out of your income? No, it's the worst, right? Like, if you're going to work anyway, might as well, like...

Might as well make a lot of money. Now, the problem is, again, people are like, okay, we're going to manage more people, and they try to keep continuing, but you can't make more money working harder in the level of value. The only way to make more money is to shift the type of value you're operating in, okay? So number three level now is moving up to communication, okay? Communication. Think about it. The people who make the most amount of money are communicators. These are people like actors, actors,

Actresses, speakers, salespeople, they can speak and they can make money, right? When you're able to speak and make money, you're not bound by time or anything else, right? The people who make the most amount of money, you make more money when you move to level three, which you learn how to speak with your mouth.

It may not seem fair. You don't work as hard speaking as you do with your muscles, but you make more money because there's more value in communication than there is in working with your muscles. And then the fourth level of value is imagination. This is where you're using your mind to make money. Now, level three and level four are my two favorites because both of these have no caps.

If we can use our mind to make money, we can use our mouth to make money, then we don't have any financial caps so we can make as much money as possible. So that's what the four levels of value are. I'm curious if you guys are thinking about your businesses right now, what level of value are you currently operating in? A lot of you guys are in one, right?

Yeah, usually the way it works when you first get started, you're at a one because you're doing things and then you start building a team and you level up. Now you're managing a team, right? But you're still capped at these things. So the question is like, how do I break free? Like, I don't want to have a ceiling. I cannot do it at level one or level two. But most people are stuck at level one or level two. Okay? So if you want to get unlimited wealth, you want to have no ceiling, if you want to grow, you have to move up to the next levels. Okay. All right. Let's talk about level four first. So level four is imagination. Imagination.

I want to talk about this because this is one that's harder for people to grasp. I think most people are easily like, oh, I understand what sales are and what communications are, but what is imagination? Okay, so let me explain to you guys how imagination works. So it starts down here with each of you. How many of you guys remember back when you were a normal person? Okay? Before you came. It's a long time ago, right? So what happens for most people is they come in and they're a normal person, and they have something they want, something they desire, some kind of big result they're looking for, right? So here is...

It says result. I have horrible handwriting, but you get it. Okay, there's a result. This is the thing that you want, right? And so it could be anything. It could be, let's say you're down here and like, I want to lose weight. The result, I want to lose 20 pounds. So you have the result you're looking for, right? And you start going on this journey, okay? So you start going on a journey trying to get the result, and you're like, what should I do? What should I do? And you start pursuing the result. And let's say, I'm going to start, I'm going to do the paleo diet, because that one sounds really cool. I saw it on my newsfeed five times a day. So you start the paleo diet, you're like, oh, it's amazing. And all of a sudden, whoo, and you mess up, right? Oh,

She'd come back to go, "Okay, I'm gonna try again. I'm gonna try, this time I'm gonna do the keto diet." She's like, "I'm gonna do the keto diet." You're going, it's like, "This is amazing!" And I'll say, "What?" And you wreck it again. You're like, "Ah, dang it." And she tried the next one, and the next one was crazy. I bought a female weight loss business two years ago called Lady Boss. When I bought it from Kaylin Poland, who owned the company, she told me, she said, "The average woman in America goes on eight diets a year." Eight, okay?

And each one costs up the S. Eight guys a year. You think about this. So that's like, this is eight times and they're not ever getting the result, right? Think about this in, if you want to start a business, like real estate. Like how many guys, before you met Pace, you tried something, it was like, ah, and you're ta-da, and you're like, you tried multiple things before you got the result. How many guys, that happened to you, right? Okay? And it happens over and over again. But what happens eventually, if you stick at something long enough and you start working through it, working through it, eventually you get the most powerful thing. When you go through it, you get to the end, and boom, you get the result.

Okay, I got the result. I figured it out. I got the thing, right? And then what happens is that in that journey, you get the most valuable thing in the world. The thing that you get is now you have a map. You know how to get that result. You've done it. When I got started in this business, I was like trying to figure out how to make money on the internet. I was trying to sell stuff on eBay, on Craigslist. I was trying to do this, like all these different things, right? I was trying a thousand of ideas. And eventually I was like, I made a potato gun. I put it together. I did the whole thing. I launched it. And I was like, I made my very first sale. I was like, I have a result.

I did it, like, I tried it for two years and I went through all these things and I finally, I, I, somebody bought something from me. On the other side of the world, they bought something for me and, and they gave me money for something I created. I know how to do this now. Like, I have a map. I told you, the tarragon market's not that big, but I have a map now. I know exactly, I know how to go from here to here. I can do it over and over and over and over again. And I did. I was like, hey, speed reading. I don't know that. Boom. Made money with it. Hey, uh, keep on, boom, hey, boom, boom. And I did it 150 times. I had a map. I knew exactly where to go. I kept using the map over and over and over again, okay?

If you lose weight, you figure out the whole process. I lost weight and I finally, I had tried a million things, but this was the map that actually worked. I have this map. Okay? The map is the secret. The map that you have, like, that is the value. And every one of you guys has a map. Every story I showed earlier, Jacob Hiller wanted to learn how to jump. He tried a million different things, figured it out, boom, he's got a map. He can work at any, it's like a recipe, right? If someone gives you a recipe to build a cake, to make a cake, is it hard to make a cake?

Like, oh, step one is this, step two, step three, and then you make a cake, right? Same thing here. Jacob's like, I want to teach people how to jump. I try a million things, do things that work the best. He can work with any single person, give them the map, give them the recipe, and the person can increase their vertical. He's tasting Paul Martino with their marriage thing. They tried a bunch of things. One thing worked. They got a result. They have a map. They find people who are struggling in their marriage. They're like, we have a map. They come here, I'm going to show you the map. And they take them on this journey, and they give them success.

Pace was talking to him the early stage. I was like, what's the first deal you did? How did it all work? He told me. He tried a whole bunch of different things. Eventually got it, got a map, and started sharing with people. It was at Circle K, the parking lot. The first time three people showed up. He's like, dude, I got a map. And he was so excited. He wasn't trying to make money. He was just excited. He figured something out. He's like, let me show you this thing. And the next day, like 20 people came. Then 100 people came. So eventually there's a whole gang of people at 5 in the morning showing up at Circle K, right? Because he was so excited about his map. Every single one of us has a map to something. And it could be anything. It could be in real estate. It could be in fitness. It could be in like whatever it is that you've got.

The hardest thing for most people, the reason why they struggle with this idea of imagination, is that typically the thing that you have that can change most people's lives for you is a superpower. And you don't even know it's valuable. That's the biggest problem. It's not that you don't have something valuable, it's that you don't know it's valuable. Because it's second nature for you. Like you show me a sales funnel, I can look at a sales funnel in three seconds and I know exactly what's wrong with it.

It's like, yeah, they changed that headlines wrong. Move this. That's the wrong order. Change that. It's like second nature to me. And all I've done for 20 years is look at sales funnels. I'm going to think about twice. People pay me $250,000 to come in a room with me for a day and be like, move those three things. Like, are you guys? How do you not see this? It's really simple. Like, I don't know.

They're going to be taking for $250,000. And I'm just like, move those three things. Okay. For me, it's my superpower. It's not even like, it's not even hard, but for them, it's insane. It's a superpower. And every single one of you guys is gifted and born with a superpower. And you just don't even know you have it. You think it's second nature. And that's why when you start sharing the stuff with people and people are like, wait, how'd you do that? How'd you do that? How'd you do that? I had me a third time. It's like, oh my gosh, is this a superpower? I didn't even know this whole time. I didn't even know.

I know something. I know how to get a result for somebody. I have a map. And this map is the coaching. It's the book. It's whatever the thing is for you. Right? And what happens for most people, it's happened for me. I started building funnels, my potato gun funnel. People found out about it. They started inviting me to speak at events. I showed them my potato gun funnel. I showed another person. I kept doing it. I spent eight years traveling to seminars, teaching people like, this is how I made my potato gun. And people were all freaking out. And they kept asking the same question over and over and over and over again to the point I was just like, if I have to answer this question one more time, I am going to kill myself. Okay?

Like, it got bad. I had, Pace and I were talking about this before we came down here. He was saying these, like, I kept answering the same question day in and day out, day in and day out. It's like, the reason why I finally decided, like, fine, I'll make a community and a training is because I kept answering, like, asking the same questions over and over. It's like, I want to create something I can give people so they can listen to that, and then we can have, like, intelligent conversations. I'm like, I feel the same way. My first book literally was written because I was so tired of having the same conversation a thousand times. I'm like, read this book first, and then we can have a good conversation. It was just taking my map,

putting it in a book or a course or a coaching course or something, but you're taking this thing and you're putting it out there for people to be able to use the map to get the result, okay? But that's what we're talking about. That's level four. This is the imagination, how you imagine. You're creating this thing out of thin air. That's your result, right? You know the steps. And all it is, when you're creating this map, I call it a framework. And basically, it's a framework. You're taking people on steps, right? You know, okay, the first step you're going to, like...

To be successful and to get this result, the first step is this. Second step is this. Third step is this. Fourth step is this. Fifth step is this. And that's it. It's this framework. Here it is, step-by-step process, right? If you look at any book, you open a book and you flip to the beginning, there's a table of contents. All the book is is like, here's the step-by-step process to get the result at the end.

Right? The coaching program, usually there's modules. You log in. I logged in the sub-two members area last week. I got an account. I logged in there and there's like four or five different trainings in there. You log in, it's like, oh, here's step number one. It's just like the steps to get the result, right? It really is that simple. Everyone tries to overcomplicate it, make it this big fancy thing, but it's not. It's just you've got a result you've figured out, you've got a map how to do it, and you're going to go and create a framework. That's imagination. You're imagining this thing that's not real. Nobody else ever had it. It's coming out of your head, right?

That's how this game is played. If you start thinking about this, if you want to become a coach or a writer or an author or whatever, you need to become a framework creator. So I start thinking in frameworks. This is how the best coaches, the trainers, this is how they do it. How many of you guys have ever been to Tony Robbins' UPW?

Cool. If you haven't, it's worth it. Especially if you can walk on fire, it's insane. So Tony changed my life. My wife and I have been married seven years. We were struggling. I went to Tony Robbins. I walked on fire. Blew my mind. Sent my wife. Changed our marriage. Changed our relationship. Changed everything. It was amazing. And then went to UPW a couple years later. We did it again. Went to Dave Destiny. Did the whole Tony Robbins circuit. Went to Fiji. Like, did the whole thing. Loved it. And then took a couple years off and going to Tony events. And then... And then...

During COVID and COVID hit my kids are home. They're all kind of struggling I was like, hey Tony's doing a virtual UPW We should sign up all the kids to sign all the kids up for UPW and I said we sat down in this room at my office We're all watching it together and and at a time I was teaching people out creating frameworks and Tony got up there He did his normal Tony stuff for a few minutes and all sudden Tony stopped and he said okay first time talk about is this and boom he went in and instantly he started a framework was like I can't remember which one the first one was like the three core things of leadership and

And he's like, number one is this, number two is this, number... And I was like, huh. And I wrote down in my notepad, I wrote, the three core leaders of leadership. And then he went to the next one, and he taught that for like an hour. And then the next thing, he's like, oh, this is the five skill sets of blah, blah, blah. And I was like, huh. And I wrote down that. And I wrote it down again. And in the first day, if you look at the very first day of UPW, I challenge you guys all to do this. Sign for UPW, watch the first day. The first day of UPW, all Tony did for the entire day is he had 26 frameworks he taught.

And every single one of them was like, here's a story, and then like, here's a framework. So three steps, this is seven steps, is the five ways to do this, the two ways to do this, like, each one's just a framework to get a result. And so the UPW, day number one, there's 26 results Tony's trying to get to, and that's all he does. Like, took away the magic. I was like, it's just frameworks. That's all it is. So what are your frameworks? You start thinking about this. Like, if you're good at something, like, what, like, what was the step-by-step process that got you the result? That's your framework, right? And that's how we started this game.

okay thinking about what are the frameworks you have this is where imagination comes from as you're imagining these frameworks like i got this i got this i got this right i just taught you guys myron golden's four levels of value framework he created that framework i was like that's amazing my mind can i share that he's like sure as long as you give me credit for i'm like done so i just taught myron's four levels of framework right all my teachers started noticing all the greatest speakers in here almost all of them are getting framework you start looking at that lens like oh my gosh they're teaching me framework they have a result they know how to get the result like who spoke uh did adley speak yesterday i heard okay she's got a billion views how many is my billion views

So do I. Then she had a framework. She just taught this. It's crazy. I bought her a course like two days ago. And then like, I didn't know. I found out she was speaking. I was like, oh, I just bought her a course because she had a result and I wanted the course. I wanted the result. I wanted her step-by-step framework.

right i'm assuming yesterday she gave you guys here's the step-by-step process how to get million views right you just learned a framework okay so that's what you have to do you have to become framework creators okay i'm going to pull you out of the matrix right now you guys are consuming frameworks which is great but if you want to shift levels of value from level one level two up to like level four now it's your job to start thinking in frameworks what's my framework for this what's my framework for this you start thinking through those and this is where everything shifts for you okay

That's the first step in really understanding and how to start being a coach and first you're not gonna know so first you start helping people you start taking them start doing this start this like people are asking questions like oh Let me go find the answer. That's a great question I don't even know you research the question come back that that's how we do this and you start learning and growing and that's how you start developing your very own frameworks. Okay, so

So, that's level four of imagination. Now I'm going to set down one level of communication, okay? Because after you start creating these frameworks, there's a lot of ways we can package it, right? You can package it as a course, as a community. You can package it as a live event, as a book. If you look at... In fact, let me show you this real quick. This is something... I don't have a slide for this, but this is a thing that like... When I started understanding this, it changed my life forever. So, this is the principle. The principle is this. People will spend more money...

for the exact same content, packaged in a different way. Let me say it one more time. I'm tweaking a little bit. People will spend more money for the same framework, packaged in a different way. So somebody comes to my world traditionally, they see an ad online, they see me jumping around like, "Oh, it's Russell Branson." I get them to buy my first book, which is called DotCom Secrets. They buy the DotCom Secrets book and it teaches them all my frameworks about funnels. Now the book, they can buy for free, they pay $9.95 shipping hand. So $10, they get it and they get all my frameworks. And it's amazing.

Right? And they can look, it's like, literally, if you just read the book and follow it, like, you have everything, like, everything I know is in there. Like, that's it. I got nothing else. I'm kind of out of ideas after that. Here's all my framework. I put in one book. There you go. It's free, cover shipping handling. So you think if I did that, then nobody would ever buy from me again, right? Because it's like, well, I have everything Russell has. It's done, right? But no, no. People will spend more money for the same framework packaged in a different way.

Okay, the first time I got this, when I first got into this world, I was just out of college, and I remember going to my very first seminar, and one of the speakers talked about a book called Think and Grow Rich. How many of you has ever heard of Think and Grow Rich? Okay, I'm the biggest Napoleon Hill fan on the planet. I'm a collector of his memorabilia, his stuff. Anyway, that's the story from the other day. But anyway, so they told me to read Think and Grow Rich. So I remember going to the bookstore, going to Barnes & Noble back in the day, bought a copy of Think and Grow Rich for $9.95. Okay.

And I put out my book, or I put out my event stand next to my bed, and I was like, I'm going to read that book because everyone said I should read it. And every day I'd look at the book, I never read it, never read it, never read it, never read it. And then three months later, I go to the next event, I get the event, and the first person's like, who is your best thing to grow rich? I was like, I wonder if I have it. I'm like, I'm lying. I have it, but I haven't actually read it. So I get back home to the event, I'm like, okay, got to read it, got to read it. Look in the book, didn't read it, didn't read it, didn't read it, didn't read it. Went to another event, same thing. I was like, ah.

So I remember the third event, I was like, all right, I need to read this, but I don't have time to read it. So I went to eBay, and I went, I took the Think and Grow Rich audio course. And this is before there was audiobooks or Audible. This is 20 years ago. And so I found a CD set of Think and Grow Rich for $100. So I bought it, it showed up at my house, and over the next, like, week, in my car, when I was driving around, I would listen to the CDs, and I would listen to the book Think and Grow Rich. Okay, now think about this. Was there any difference between the book Think and Grow Rich and the audiobook? Think and Grow Rich.

They're word for word the same. The book was $10, audiobook was $100. Ten times more money for the exact same framework packaged in a different way. Okay? So, someone comes to my world, right? First thing they buy, they buy the dot-com secrets book. They learn about funnels and frameworks, all this kind of stuff. They're like, this is amazing. And they have everything they got. But then I'm like, oh, by the way, if you want to go deeper on this, I have a home study course.

Right? The book is free, cover shipping, home study courses, $997. And a huge percentage go and they buy that. But why would they buy that? It's the same thing. It's me teaching the book in a video format. Why would they pay that? It's a different consumption style, right? But then that's not enough. Now if that's like that, we have a live event called Funnel Hacking Live. People pay $97 for it. And they come to this, right? And this event, we have all these speakers. All we do though is I have speakers teach different parts of my frameworks.

Like, I have my students like, "Yo, you were really good at this part. Teach this, teach this." And we get 5,000 people to come in the room, they piece $1,000 to be there,

And I'm always in the back like, "I'm just teaching the same thing that are in the book, but they're here and they're paying tons of money because they want the different experience, right?" And then from there it goes to the next level where we have our first coaching program, which is a 25k coaching program. We have a 50k, we have 150k, and 250k. All these different levels. And guess what happens at every single step of this coaching program? I teach the exact same frameworks in a different way. One time I'm in a big room, one time I'm in a small room, one time I'm in a mastermind room, but it's literally the same thing. People spend more money for the same frameworks, packed in a different way. They're paying for the experience.

How many of you guys know Sub2? Like, again, I'm not a real estate guy. Pace told me today what Sub2 meant. And I learned about the bunnies. You guys know the bunny story? It's amazing. I want to go buy a huge bunny now. Anyway, my guess, though, is like on YouTube, you could probably watch most of Pace's core frameworks on YouTube and get them, right? Then why are you guys here? Yeah, for me. Oh, thank you.

They're here for me, apparently. So understand that you create these frameworks, but people will pay you more depending on how you're packaging them. So it's not like you have to create a million different things. It's like, I'm just teaching the same thing I've been teaching for 20 years. But I'm doing it in different ways, different ideas, different things I'm bringing in. And so that's the imagination is creating these different things, creating your own programs. So communication, I want to talk now about how do you communicate, how do you actually sell? So guess what? I have a framework about that. You guys want to see it?

Okay. You guys know what I'm doing now. I just told you the secret. So sorry about that. So this is what I call my three levels of selling. So first level of selling. First level of selling is face-to-face. How many of you guys sell face-to-face right now? Okay. Awesome. Face-to-face is awesome. Now, the way to master face-to-face, there's two things. Number one, you have to master having a really, really good offer. The better the offer, the more money you're going to make. And number two, you've got to have skill set. You have to learn how to actually communicate, right? And so if you're selling face-to-face, that's great. It's a great way to do it. The biggest problem with face-to-face, though, is you are...

capped again. You can't get past that, right? How many sales calls can you do today? How many things can you do? Like, you were capped out at a certain level. And so, that's the first thing to understand, is like, the bottom level is face-to-face selling. And it all comes down to having a good offer and good skill set, okay? So, when I started my company, we started this. First, it was me calling people on the phone, selling stuff, and eventually I had a sales team selling people stuff, but it was all face-to-face, one-on-one, and like, again, first level value was me working with my muscles calling, and I got a team, I was managing, but we kept getting stuck because it was just like, so

So many people in overhead and stress, right? This is my friend Jamie Cross. She creates these soaps. And when she got started in her business, she would go, first she went door to door selling her soaps. And then eventually went to farmer's market selling her soaps. But it's always this one level one of selling. And she got really good at creating an offer, her skill set to close people. She was amazing. But she could only go to so many farmer's markets. She could only go to knock on so many doors. So she kept getting capped at that level, right?

Brad Ryan, these are financial planners. Same thing. They were great, great salespeople, great offer, but they're going kitchen table, kitchen table, and they were capped out on this thing. Okay? So the first level of selling is important. It's important to get good at it. Creating good offers and having good skill set how to sell those. But then the next level of selling is way better. So level two selling is called one-to-many selling. This is where you take your offer and your skill set, and instead of selling one-on-one, you sell it one-to-many into an audience. Okay? And for me, this is...

I'm I know I don't seem like it I am extremely introverted if I met you guys in the hallway today I probably was like awkward like sorry about that um I don't like one-on-one sales face-to-face like stresses me out so for me as an introverted college kid who was too scared to pick up the phone and call I had to figure out a different way so I started studying and learning this one-to-one selling how do you sell one to many and back in the day we were doing do you guys remember teleseminar you guys still do teleseminars

So back in the day, everything was tele-seminar. So I would promote a tele-seminar and I'd pick up the phone and I had no idea if there was anybody on the line because I couldn't see it. I'd meet everybody and I'd start talking. I'd speak for 60 minutes and I'd sell something. And the only way I knew if people showed up is if somebody bought at the end. If they didn't buy, then I'm like, dang, I don't know if anyone's even on this thing. But I learned to do this one-to-many selling. And this is like, for me, my favorite thing. Like, here's a picture of me. I had a chance to speak at Grant Cardone's 10X event. This is me speaking in front of 9,000 people, which is crazy.

But you want to hear what's really, really cool? Huh? You guys are way better. So check this out. Okay, so I speak in this event. It's a one-to-many selling. So Grant gave me 90 minutes on stage. I was selling a $2,997 offer. There were 9,000 people in the room. I did the pitch, and from that pitch, 1,079 people bought in 90 minutes. Is that cool? Yeah.

Now what's crazy about it, this was in the Mandalay Bay. And so if you've been there, it's a big stadium. And then for people to buy, you have to run up the things and go meet me by the concession stand over there. I'll have my order forms. And I was like, if anyone buys, I'll get pictures. I didn't know if people were going to buy or not. I thought they would. So we did this thing, and it was crazy. We had 1,079 people bought, which meant, if you look at Mandalay Bay, there was three rows of people lined up around the entire thing, standing in line, waiting to give me $3,000. Wow.

Daymond John's up next and the audience was basically empty while he was on stage because they were all buying from me. It was crazy. I have a one minute clip of the table rush. Do you guys want to see what it looks like? Okay. Hey, my name is Russell Brunson and February 23rd of this year, something special happened called 10X Growth Con. It was about how to 10X your company in the next 12 months. And I was invited to speak about ClickFunnels and then make an offer to the audience selling ClickFunnels as well as the training package.

And as I stepped on stage the very first time, I looked at over 9,000 amazing people. And over the next 90 minutes, I gave a presentation where every second was scripted and choreographed with one goal, which was to get people to stand up and to run to sign up for ClickFunnels.

The goal was $3 million in sales, and we ended up doing over $3.2 million in that 90-minute window. Russell Brunson spoke to 9,000 people. One out of nine people purchased his product. The reason why I'm coming has been him right now. You know, he's the best in the world at what he does. Actually, I had to act right away. I drank the pool lid. You don't get this program. Crazy. Very evident. Look at that crowd. Anyway, so...

So that's one of many selling. This skill set is one of the most powerful profitable things you can learn. Because if you have a coaching program, you're selling one-on-one, it's good. You can make a million dollars a year, but you're going to cap out. Right? The way Pace built his company, it's not him speaking one-on-one with all you guys. More so than anybody kind of does with all his meetups. But...

It's one to many, right? I think about this, especially for someone who my goal is to have as much impact on the world as I possibly can while I'm here. If I was to go and try to sell and talk to people one-on-one, I do the math. There's 9,000 people in the room. I have a 90-minute presentation. If I line those people up in a row to try to talk to them, it would take me 810 minutes to have the same impact on all those amount of people. It would have been 6.49, six years, six and a half years basically for me to talk one-on-one to people to do what I was able to do in just 90 minutes.

Right? That's the power of this. And so one-to-many selling is the next level. And this is the next skill set you guys have to master because as you want to start growing and scaling, get your message out to more people, like this is the next level. This is a one-minute clip from Myron Golden. How many of you guys, when you hear like get rich quick scheme, you're like, ah, you get this like nasty feeling? So I asked Myron about that and he gave me this one-minute long response, but I think it's really powerful and it illustrates like why you have to start transitioning from one-to-one selling to one-to-many selling. Let's check this out.

But we talked about there's a getting rich quick and getting rich slow. Right? So it starts with the question. If you make a million dollars, are you rich? And the people who are watching on YouTube right now, you can just answer the question in the chat, like in the comments. If you, if you make a million dollars, are you rich? That's a good question. And some people say yes. Other people would say no. I would say it depends. How long did it take you to make it? Because if you make $25,000 a year and you work for 40 years, you've made a million dollars. Are you rich? No.

what if you make the same million dollars in one year yes but it's the same amount of money so it's not the amount of money that makes you richer it's how fast or slow you make it wealth denotes speed so my philosophy is this either get rich quick or you'll stay broke for the rest of your life oh myron dropping the bombs okay so i want to show you guys because like

Again, if I was to go do $3.2 million in sales one-on-one, it would take me six and a half years working 40 hours a week. I was only doing 90 minutes because I worked one-to-many. That's the next level of understanding selling. And then the third level, and this is the one that's actually my favorite, is adding in automation. So it's face-to-face, then shifting to one-to-many, and then shifting to automation, which we call sales funnels. So what a sales funnel is, is how many of you know what a sales funnel is? How many of you have been through a sales funnel before?

If you're here, you've been through multiple sales funnels. I promise you that. I won't go deep into what it is, but it's basically a set of pages that take you through a process, right? It's called, yeah. You guys are the back of the sales funnel right now. Yeah. Yeah.

So, this is insane. Speaking for 9,000 people, one to many, is amazing. But it happened once, right? I don't get to do this every single day, every single week, or every single year. But what's cool is that exact same presentation that I delivered to 9,000 people and doing $3.2 million in sales, last month we had 42,983 people who registered for the webinar and watched me give that exact same pitch. And I wasn't there. I was not working. I was hanging out with my family, with my friends, and it just keeps happening over and over and over again. That's called automation.

So after you master one-to-many selling, then you can automate that where that one-to-many selling is happening 24 hours a day, seven days a week without you actually being there. That's what sales funnels are all about. I was able to go with our company at the time when I was selling one-to-one. We had 60 full-time sales guys. I literally replaced 60 full-time sales guys with one auto webinar funnel. Talk about not having stress with 60 sales guys. Like, it was amazing, right?

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Do you love the Marketing Secrets Podcast, but you don't love listening to the ads? If so, we've got great news. We just launched an ad-free version of the podcast you can get subscribed to for just $4.99 per month. As one of our premium members, you'll have ad-free content that seamlessly integrates with your favorite podcast listening app like Spotify or Apple.

This is an exclusive offer just for our fans of the Marketing Secrets Podcast to help give you an even better listening experience. If you want to get the premium version, all you got to do is look at the show notes or the episode description to get a link for how you can upgrade to premium. I remember when, first time I met Tai Lopez, he was interviewing me on this thing. He was like, you guys see no Tai Lopez?

I got invited to the Thai Mansion, which is this crazy place, and we show up, and it's like 10:30 or 11 o'clock at night, and this team's there, and they have these painter poles, and on these poles they have all these different phones hooked to them. And he's like, "You want to go live?" I'm like, "Sure." And so he goes and he hooks up, I don't know, there's like 20 different accounts, he's pushing live on all these different phones. And so we're talking to like 30, 40, 50,000 people. It starts at like 11:30, 12 o'clock at night, we go up to 4 in the morning. It was like the most weird, insane thing ever.

One of the questions he asked me, he's like, "Russell, you built ClickFunnels over $100 million a year. How big is the sales team that's running this thing?" I was like, "Oh, there's only one of me." He's like, "What?" I'm like, "Yeah, it's just me. We just drive traffic and then I sell on a webinar and then they buy it and then we drive more traffic and then that's how we did it." He's like, "Doesn't make any sense." I'm like, "Yeah, but that's all I know. That's how it works." So that's shifting to the third level of selling. After you've figured out

How to communicate, one to one, one to many, and then automating it. That's the power. That's what frees you. I look at Jamie Cross, I told you guys earlier, she was selling soap at farmer's markets. She came to our world, she's like, "Okay, I know the pitch, I've done it face to face a million times. I know how to get someone to farmer's market, the walking basket, get them stopped, get them to come to me, how to close them, I know door to door how to close them." I was like, "Cool, you know how to sell, let's transition this online." So we created a very simple funnel with her, with the very first page is her doing the same pitch she would do face to face, upsells her pitching the next day, and then we made the videos, launched it.

And eight months from her launching this funnel, she won her very first two Comic Club award. It's not on since then, it's two, won a whole bunch of other awards as well. That's the power. So those are three levels of selling face-to-face, one-to-many, and then transitioning into sales funnels. And that's why...

Again, I believe that selling information is the greatest business in the world. So my question for you guys, and then we're going to open up for some Q&A here for a little bit, is for all of you guys, what is the result that you already know how to get? You've already done it. You've figured it out. It's your superpower. You don't think it's that big of a deal. You're like, ah, it's not that cool. It's not that hard. What is that thing that you have that could literally change the lives of people who are five years behind you? Five years behind you. A lot of times people ask me, they're like, Russell, I'm new to this. Who am I supposed to serve? Who am I supposed to help? I don't even know.

And the reality is the person that you are called to serve traditionally is you five years ago. That's it. Five years ago, you started on this path. Three years ago, two years ago, whatever it was for you. But you started on this path. You wanted this result. You tried this and you tried that. You tried 20, 30 different ways to get the process. You couldn't figure it out. And somewhere along the journey, you figured out how to get it and you got the result you're looking for and you have this map. And that map is worth everything.

Millions, tens of millions, hundreds of millions of dollars she gets. This is a level 10 opportunity. You can sell it, you can scale it, you can help an insane amount of people around the world because you have this map. And the person you are serving is you five years ago. It's always something people ask me, "Russell, how do you write copies so good? How do you know in the webinar what to say?" I think back, when I got started in this business, I was 13 years old. 13 year old kid, I was sitting with my dad and we were watching the news. And usually my, like, when the news would start, my dad would send me to bed. But for some reason that night he didn't. I was like, "Oh."

He goes, my dad. Watch the news. We watch the news. News ends, and then all of a sudden, like, MASH comes on. Usually it's like MASH is on. He's kicking me to bed. He didn't say anything. I was like, oh. So we're watching MASH. And I'm like, so cool. I'm watching MASH with my dad. Then MASH ends, and all of a sudden this infomercial comes up. This little guy, Don LaPree, selling tiny little classified ads. You can make money selling tiny little classified ads. Some of you guys remember Don LaPree? Okay. And I'm a 13-year-old kid. I'm watching this infomercial. He says, he's like, I had the... And the guy's got a ton of energy. He's like, he's like, I had, um...

He's like, I placed an ad in a newspaper and I made $30 profit. And all my friends and my family members made fun of me. He says, but I took that exact same ad and I put it in a thousand newspapers and I made $30,000 profit. And my 13-year-old brain's like, oh my gosh. And I'm like, dad, are you paying attention to this? My dad's like half asleep. I'm like, what? I'm freaking out. Like,

I could buy an ad newspaper. I could buy it. I was like freaking out. I was like, Dad, Dad, I have to buy this. He's like, you're not going to buy that. I'm like, no, I need to buy that. He's like, no. And I kept begging him. He's like, if you want to buy that thing, you have to earn it. I remember on the infomercial, like, if you call in the next three minutes, we'll throw in these two bonuses. I'm like, Dad, we've got to buy in the next three minutes. He's like, no.

I was like, "Ah!" So I grabbed the pad of paper, I wrote down the phone number, I was like, "Okay, I'm gonna get it, but I can't get two bonuses." I was stressing out. And I'm like, "Okay, Dad, I gotta make $40 to buy this kit." He's like, "Okay, what do you wanna do for it?" I'm like, "I don't know what I'm gonna do." He's like, "Okay, you gotta tell me." I said, "Okay, whatever you want." So he had me mowing lawns, he had me doing all this chore for like a month for me to earn $40 as a 13-year-old kid.

And I give the $40. I was going to call the numbers I had, but I was like, wow, I want those bonuses. So I was like, Dad, can I watch MASH with you again tonight just to see if the infomercial comes back on? He's like, oh, fine. So I watch MASH that night. No infomercial. I'm like, dang it. So we try again and again. And after the third or fourth night, guess what? Boom. MASH ends. Dawn of the Pink Pops. I'm like, yeah. Yeah.

So I'm waiting I'm waiting till he gets a call to action. This is like you call the next three minutes. You know my dog My dad gave me his credit card. I gave my $40 I put in the number get the thing week later the info kit shows up in the house I get it. I read that rip it apart reading thing. It's like the most insane thing wrong So excited like all I want to do is place classified as I'm gonna be rich It's gonna change my life forever right? I'm freaking out only problem is you have to pay money for classified ads. I didn't know that I

So I was like, "Dad, I need some money for a classified ad." He said, "You gotta go earn it." I'm like, "Dang it." So I'm like earning money, placed my first classified ad, but I didn't have anything to sell. So I just made up something. I'm like, "Well, if someone sends me money, I'll go figure out how to make that thing." Put the ad out there, nobody bought. I'm like, "Dang it." So I was out of money again, and then I'm like, "Okay." And in time, again, I'm 13-year-old Russell, but back then I didn't go by Russell and by Rusty. So I always think this is Rusty. And so Rusty is like getting the stuff, and then I'd go with my mom to the grocery store. I remember we walked through the grocery store, and you know the magazine rack?

And the magazine rack, there's this magazine called Small Business Opportunity Magazine. You guys ever seen it before? It's got these cartoon people on the front. I was like, Mom, I need this. It's like, 158 to start a business for $100. I'm like, Mom, I need this thing. So she buys me the magazine. I go home and start reading the magazine. And if you've ever read Small Business Opportunity Magazine, it's the best one. It's 140 pages of ads and four pages of articles.

So, again, 13-year-old Rusty read every ad. I'm like, this is amazing. I can start a business painting stars on people's ceilings. This is amazing. I can start a business selling gold by the inch at the mall. This is amazing. I can start a business selling donuts, little donuts at the fair. Like, every single one. And so every single one had an info kit. So I called them and be like, hey, send me an info kit. I want to draw stars on people's ceilings and make millions of dollars. Thank you. Yeah. Yep. Okay, thank you. Boom. Call the next one. And so I sat there calling 150 ads every single month. And what happens?

I started getting mail, junk mail. Well, it's called junk mail. It's the greatest stuff in the world. I started getting this mail in the mail every single day, letters after letters. And what happens in the biz ops space is they all send you their package to make money, and then if you don't buy their thing, then they sell your name to somebody else, and they sell it again and again. So I went from little Rusty getting a dozen letters a day. I come home from junior high, and there'd be a dozen. My parents have their two letters, and I have 12. I'm like, oh, and I take these in the room, and I sit down in my bed, and I open it, and I read every sales letter. I'm like, oh, this is great.

Oh, this is amazing, right? I tell my family, I'm going to be a millionaire very soon. Any day, I'm going to be rich. And they all make fun of me, and they laugh at me, all sorts of stuff, right? And then that would be 12. Next day, it would be 20 letters. And then those people sell it, and the next day, it would be 40 letters. They got to the point where I'd come home from junior high, and there would be a box of mail, 60, 70 letters. And little Rusty would take that and read every single sales letter. And as I sat there reading sales letters, I would take it, and the ones where I'm like, this is amazing, I put in one stack. The ones where I'm like, that's dumb, I put in another stack, right? I started looking at that.

And I knew the ones that got me excited, made me want to do this. The ones I read, like, this is amazing. I want to do that. That's what I want to do. I knew the ones I was bored by. So nowadays, when I'm creating something to sell my audience, I just think about Rusty. 12-year-old Rusty. If I was sitting in my bed holding this letter, would I be like, meh? Or I'd be like, Mom, I need to borrow your credit card. Right? That's it. That's what I'm thinking about.

Okay, so if you guys think about this, like the person you are serving is you five years ago. You've got the result already. You know the thing. You've got the map, right? Even if you're at some way, it's going to be a course or an event or it doesn't matter. Like we can go, like if we had another five days, we can go deep into all that kind of stuff. But for right now, it's the only thing, like what is that thing, right? And then think back about you five years ago. Like what were you struggling with? What were you frustrated? Like what would it be like to go help you five years ago and change your life? Get you out of that pain. Get you success faster. What would that be like? It's the greatest journey in the world when you start changing people's lives.

I can tell you guys from being on this side now, I've been doing this for 20 years, like the best feeling you will ever, ever feel is not you having success. Like you getting the result is like amazing. It's like, ah, I got the result. That's awesome. You getting the result for other people is amazing.

Infinity times better. Every single time someone comes to me, like we, Pace talked about, you know, we have the two comic book war where someone wins, they make a million dollars, they come on stage and get a picture with us. Like thousands and thousands and thousands of people. And every single one of our events, they come up and we sit there for three hours handing out these awards. And it's like, people are tears streaming down their face. Like, dude, you changed my life. You changed my life. And I'm like,

That was way better than I won my two-comma club award. Helping them, so much better. And so your life will become richer as you start stepping into your level 10 opportunity, as you start helping other people with the things you already know, the talents you have, and you will make more money doing that than you ever could anything else. It's like Zig Ziglar said, you can have everything you want in life if you help enough other people get what they want. I look at Pace as the perfect example of this. I've never seen some human being on this planet serve more than him. And I feel like, yeah, he's given me a lot of advice.

And I'm not just saying that. In my mind, I thought I was serving at a high level with my audience, and I do, and I put in a lot of effort. And I met Pace the very first time, and I was like, holy cow, there's another level to this game. And you see it, and you see it while you guys are here. The value he provides you guys is insane. And I'm just grateful. That's why when he messaged, like, hey, can you be here? I'm like, whatever you want, dude, I'm here. I've seen the way you serve other people. You serve me. Drop everything to be here because of him. And that's how you win this game. You're awesome, man. Thank you.

Okay, I think I have about 15 minutes left. That's still cool. Let's do some Q&A. I heard that was the plan. Was that still a plan? Okay. Josiah, thumbs up. So we're up. How does it work? Okay. She's got a mic back here. All right. Hi. Thank you. I'm Ingrid Hernandez here from Arizona. No, we did not go to my house last night.

So one of the things that this group is thinking about, and obviously all we need to do is buy your book. The only reason I'm up here is because I want to ask you a kind of different question. What we have to do is come up with our Mount Everest. So like the thing that is purpose-driven in our lives that can change the industry. So I'm curious, now that you've had so much success and you're kicking ass and taking names even though you're an introvert, which is great, what's

What is your Mount Everest? What is Russell, not Rusty in five years? What kind of impact are you looking to make in the world? Ooh, that's a great question. Man, you guys are bringing hard questions.

It's a good question. So I spent the last 20 years working really hard on developing entrepreneurs. That's what I love. That's what I do. And now my next phase of my mission is creating entrepreneurs. I look at the world as a funnel, right? So yeah, I've been serving entrepreneurs here. I'm going to try and go a step above that and find the people who aren't yet. And so for me, it's personal development. If you guys don't know who I am, so I'm mildly obsessed with old books. I've spent...

Think I spent I think I spent 18 million dollars in the last 24 months buying old first-dition books and manuscripts 18 million, you know physical, but yeah, no I could buy all of audible for that So I collect old religion books, but also personal development books things like that And so I am building a collection 18,000 plus books and building a museum in a library stuff like that I've got two books. I spent 1.5 million for each of those two. Yeah, they're amazing. They're the coolest things in the world and

Yeah. Yeah. It's my, it's actually my manuscript. I bought it for myself. Yeah. Yeah. The reason I'm telling you that is because I'm, I feel like a lot of the world right now is like a whole bunch of people online quoting people who are quoting, it's like they're quoting things they read on TikTok like 25 levels deep and there's no substance. And so I want to be like, where did all this stuff come from initially? And so in the personal development and business, I guess I've found like every, I have a whole genealogy chart of like every person

They were called influencers back then, but the influencers at the very beginning, from the early 1800s down through who they are. I bought every copy, every manuscript, all their books I can find, and we're republishing those things, and I'm going out to the world as a whole to try to get people to want to be personal. Personal development, because that brings people into this world, and that's all about growth.

If you study Tony Robbins, there's two phases. There's the growth phase and then you shift from growth to contribution. Right now, not that I've tapped out, but for the most part, we are targeting people who are in the contribution phase who want to start businesses. We have those people. We have millions of them coming to our world every single year. I want to go up and help people grow because as soon as you grow and you get out of your own pain and you're having success, then you want to contribute and then they want to become entrepreneurs and business owners. For me, it's

It's not just working with entrepreneurs and developing them. It's stepping one step higher in the funnel and creating entrepreneurs through personal development and stuff like that. Not through my own personal development, but from the works of the people that came before us that are just the most amazing things in the world. That's me. Hey, Russell. Hey.

Hey, Russell. Thank you, Pace, so much for bringing him here, and thank you for being here for us. I'm Michael Manatskanian, and five years ago, so I'm really trying to think about this is my next step right now is help at least 1,000 people achieve financial freedom. So five years ago, for me, I was...

In the U.S. Army, the goal was financial freedom just so I could have time freedom. I basically had nothing, no assets, no real estate or anything. And the goal was to save my way to retirement. And then I learned you can invest into index funds to accelerate that journey. 2020 bought my first...

two unit which was a duplex using my VA loan I was house hacking so I lived in one unit rented out the other did that again the next year with the four unit and then started learning about creative financing wholesaling all that stuff my question is five years ago I had nothing I was just trying to start the basics of my journey to financial freedom for me right now it's what do I focus on to help others because when I think about that entire journey and you know now I own like

like almost $15 million of real estate. So it's like where I'm at now to where I was five years ago was kind of insane. So I don't know what to focus on, which is kind of overwhelming. I don't know. Yeah. I got a product. Let's focus on the very first stages of how to get into your first two unit and

By house hacking? For sure. Or what is financial freedom? When I go to the market... Michael, are you asking the question of what do you focus on for an info product? Yes. You've got to be specific, brother. Come on. Yes, for an info product specifically. Yeah. So whenever I do... Russell's thinking you're asking him real estate advice right now. No, no, no. I'm like, I don't know what an index fund is, but it sounds horrible. No, no. Screw real estate for this instance. Yeah. What should I focus my info, my content, or market? So this is the reality. Like...

If I came to you guys and I was like, I built a billion-dollar company. Let me show you how to build a billion-dollar company. You'd all be like, I don't want a billion-dollar company. Or like, that seems so far. But you notice in the beginning of my presentation, I dropped that to give myself street credit, and I came back down to the beginning level, right? Same thing that you make. Hey, in the last five years, I've done $15 million and da-da-da-da. But that's not what you're teaching. Then you come back. You're just giving a touch just to give yourself credibility, and then you bounce back. Most people, they spend so much time

trying to brag about their credibility that gets obnoxious and annoying and you lose most of the people. I try to just seed it for a second so that they know it's there. They come back down like,

People are coming to you because they want to talk to the guru on the mountain, right? So they want to see that, like, oh, this person actually is the guru on the mountain. And so I'm like, hey, I'm on the mountain. Then I come back down over here. Oh, okay. I'm going to show you how to get here. Here's the map. And then you come back down. So for you, I would reference it, but you're coming back to the beginning. Like, people were you, like, five years ago. And I would even niche it down. You said you were in military? Like, I would... Because this is the other part. It's like, if all you guys create a course on how to do real estate investing, like...

That's okay, but the key is not just to make another course or another product, another thing. It's figuring out your people. In the New Testament, Christ said something so powerful. He said, my sheep will hear my voice and they will become one fold and one shepherd. Christ's message was out there, but not everyone followed him. Most of them didn't. In fact, they crucified him, but his people heard his voice. For you, it's the same thing. This is an eternal true principle. There are people who are going to hear your voice and follow you specifically.

Right? There's people that, like if you go to Google and go five pages deep, there's a whole bunch of people who hate Russell Brunson. Right? They don't like me.

But my people hear my voice, and I put it out there. I'm not apologetic. I'm me 100% as much as I go, and the people that I'm supposed to connect with, like my audience, the people I'm called to serve, they will find me, and they'll come to me. It's a few. It's like if you were military, I wouldn't try to be like, I'm going to do real estate for everyone. It's like I was in the military. I'm talking about military people who like that audience is your people. That's who I'd be going after and talking about, making real estate for people who are just coming out of the military, whatever that thing is. That would be the market I'd be going for.

Because the more niched down you are, the easier it is, the target easier to find the people, the easier it is to differentiate yourself, and then your people will hear you. If somebody just came out of the military, here's those five people selling a real estate course, but one dude's like, real estate course for $1,000,

For people who's leaving the army he's going there He'll pay twice as much for that because it's specific to who they are so don't try to be so big and so so broad like like that there was a time when being broad was the game that time is not now now it's being niche specific is the game and then leaning into you and your personality and Yeah talking about like here's what I've done but then going back to you five years ago and like and just remembering now like I just all the time I think about like what was I thinking? What was I feeling like?

Where was I at? People always ask me, how do you get traffic to your funnel? Well, where were you at five years ago? Where were you spending your time? You should know. You're trying to find you. What were the blogs you were reading? What were the podcasts you were listening to? What YouTube channels? What books? That's you. You've got to find out where you were at five years ago. You should know better than anybody. Traffic's easy when you start realizing, where was I hanging out? I've got to go there because that's where my people are at.

And I love that because I would love nothing more than to show service members how to buy their first investment. Yeah. Right? Not $15,000 portfolio, your first investment. Just take that jump. I would love to do that. So thank you. That's it, man. Double down on that. I love it. Hi, right here. I hear a voice. Hey, how's it going? My name is Lisa Calvano and I'm a notary signing agent in Nevada. I

I was able to create my notary business and make it into a six-figure notary business in the first year. So where I was a few years ago was buying a million courses and never seeing it through completion, so I was going off on all the little lines that you were doing. So becoming a notary was my first one that I started.

So because I had success, I'm actually the ambassador of Nevada for the course that I took to do that. So I have affiliate links. So I'm thinking for my free course, I want to show someone the basic steps on how to get the commission and how to get started because that's the questions that I get asked in my group a lot. But I want to know if I could add those click funnels to add my affiliate links because I do want to push them to take the same course that I was able to find success in.

Very cool. You have your own course as well? No, because I only have three years experience of being a notary, so I can take them up to my level. But the course that I took, that guy has 15 years of experience, and he has all the CRMs and all the trainings and ongoing. So he's already invested all the money to create that. So because I'm the ambassador, I have an affiliate link. So when people sign up for those courses, I get money off of that.

So I want to create a free course on how to do the basic part of it, to get your commission, how to get started. And if you don't want to invest in a course, then how to get business. You're not going to get to the level that everyone else is, but you could make money doing it. And then push them, if they want more, then push them to the course. Okay. How much, what percentage do you get paid on this course? 30%. So I'm going to give you something that you're going to hate, but I think in like a year from now you're going to see them, right? You need to create your own course. Because this is what I tell you. Yeah.

Thirty percent is great. It's actually low commission for a course. The big courses are 40, 50 or beyond. So it's low anyway. But the reality is like you're thinking this guy's 15 years ahead, therefore he knows more than me, so I can't help. The reality is you're three years ahead of everybody else. You're not serving the person who's five years ahead. You're serving the person who's beginning, right? The fact you did a six-figure notary business in a year, like that's insane. Like that's the message. They don't want to hear from that guy. They want to hear from you. Like you're the actual person. And have you guys ever seen the movie Catch Me If I Can? Yeah.

Okay, this is one of my favorite stories. So not in the movie, but in the book, Catch Me If You Can. It's the story about Frank Abagnale or whatever, who's the con artist and everything. And so in the book, it tells a story. He went to Brigham Young University. He sat down in an advanced sociology class as a student and no teacher showed up. He's like...

I'm going to teach the class. So he gets him from the class, and he starts teaching. He teaches an entire semester of advanced sociology at a Brigham Young University campus, right? And anyway, eventually when the FBI catch him, they arrest him, and they're going through all this stuff. They're like, how in the world did you teach an advanced sociology class? He's like, oh, I just got the teacher, or I got the textbook, and I read one chapter ahead. So this is the thing you have to understand. Yeah.

You have to understand, you're already three years ahead. You're 40 chapters ahead of the beginner. Yeah, maybe you're not over here, but if you wait until you're 15 years, and 15 years from now, that guy will be 30. He's 30 years out. I'm only 15 years. You can start now. You're ready now. If I would have waited to tell people about how to build a business, how I built a billion dollar business, I would never... I made a potato gun.

And I made like 50 bucks off it. And I was like freaking out. And I was like telling everybody, like one step ahead. Like, I sold information on the air. Like, how'd you? I'm like, blah, blah, blah. And I showed them. And I was like, but I didn't know anything. I didn't know any of the other stuff. But I was one step ahead of these others. I was one chapter ahead of everyone else. So I showed them. And by the time they got here, I was already here. I'm like, come on, keep coming. Keep coming. And I was always a step ahead, step ahead, step ahead. And now, doing this 20 years later, now I'm here and I have this whole body of work. But you don't need that to get started. You're already three years ahead of everybody else.

And you get 100%. And you could charge more for the course. And you could be like... Anyway, I think you've been called to serve a lot of people if you're willing to step into it. Thank you. Thank you.

Russell, back corner. We've got one last one right back here, Russell. All the way back here. Thank you. Hi, guys. My name is Ashley Perez. Thank you, Russell. Thank you, Pace. Thank you, Jamil, for this opportunity. So after the free course, what is the sweet spot for the purchase price? And what are the increments from there for someone who doesn't have a significant amount of proof of concept? Yeah, good question. What market do you want to be in? Because it's different for every market.

So I have a few videos on helping people find, buy, and innovate RV parks. So I've got that link. I've got the master class. But now it's like I'm a little nervous to take the next step in charging at least something to make it feel worth it. So someone goes through your course. They get the result. You're promising them. How much money would they make in the first 12 months?

I mean, that'll be dependent on the property. How much do you make in a year doing that? At this point? And that, like showing people how to do that? No, actually doing, actually digging for gold. So actually doing the thing, how much do you make in that?

I mean, I cash flow $5,000 a month. Okay, awesome. So you're teaching them how to cash flow $5,000 a month, so $65,000 a year, right? So my question is, what would somebody pay you to learn how to cash flow? Because you're thinking right now, they're going to buy a course, and what's a course with $100? That's the wrong question. The question is, you're giving them results. The result is cash flowing $5,000 a month. How many of you guys would pay $1,000 to learn how to cash flow $5,000 a month? You're selling money at a discount, right? How many of you would pay $5,000 to learn how to cash flow $5,000 a month?

Yeah, you're selling money at a discount. So the question isn't so much like, what's the course worth or sell for? It's like, what's the result you're giving them? Like, what's that worth? I had the same thing with Stacey and Paul Martino in the marriage industry. They were struggling selling expensive stuff because, like, if no one's going to pay me $30,000 to help them save their marriage, that's a lot of money. I was like, is it? I'm like, how much does a divorce cost? And they're like, well, they started looking at it. It was like, the hour, yeah.

And suddenly $30,000 seems so inexpensive and they fill up, again, I was in Jamaica at their event, they fill up a room of 100 people paying $30,000 to learn how to not lose their relationship. So think less about like this is the tangible deliverable of a course and think more like, oh my gosh, this is the result I'm offering them. And then that's the question. If I know I can get you to $5,000 a month cash flow, what's that worth?

And then it becomes easy to sell it because you're not like, oh, they're going to buy my course. No, I'm giving you this result and if I don't get the result, I'll give you money back. So let's just try it out.

And then that's how you start pricing things, okay? And there's no hard lines. Every market is different things. People test different price points. It's more so just like what do you feel the value is and then selling with that with your heart. If you believe it, other people believe it as well. And then work hard to give them the result. And the more people you get results, then it gets easier and easier. You can charge more. But out the gate, it's just get people results and then everything else will build off of that. Cool. Thank you. Amazing.

Russell Brunson, everybody. Hold on, hold on, hold on. Russell Brunson. Hold on, hold on, hold on. My friend, Russell Brunson. Hold on, hold on, hold on. Hold on, hold on.

I have a question. Marcus Lomonas. Marcus Lomonas from The Prophet. I have a question. So, Russell and I, I think we've known each other almost a decade now. Yeah. You spoke at our second Funnel Hacking Live, which was eight and a half years ago. Almost nine years ago. I just want you to talk slower. I'm too excited. I can't.

It's the one thing, it's funny because I've had a chance, for those of you that have not, if this is your first time meeting Russell, I think you'll find that what you see is what you get. And when I first met him, his enthusiasm was so exuberant that I thought he was full of shit. I really did. I did. But over time, his consistency remained and his authenticity remained.

And the one thing that he is going to work on from today forward is we're just going to slow it down. Do you agree? Okay, you've got to give me more time on the clock then. Pace is good. Pace is good. But here's what happens. And this is actually really good feedback for everybody. When you are teaching people stuff, you have to make the assumption that they speak a different language.

literally speak a different language and the intellect and the experience and the proof of success that Russell has is phenomenal. So I would encourage you guys and again, I rarely, like I really don't pass out compliments ever. So for those of you that felt like you got something out of what you heard, I would encourage you to continue to dive deeper. Part of being an owner in this organization is getting access to people like Russell.

But your responsibility as an owner, like in any business, is what you do when you leave here. Today is good. It whets your appetite. You leave here fired up. You get in the car. You put on Journey, and you're driving home, and everybody's excited. Then you get home, and then there's shit to do, and there's garbage everywhere, and the dog shit in the yard. It's a problem. So the key is to really make good notes and to follow through. A lot of things are going to resonate.

but you spent a lot of money to be in a very exclusive group. And that investment can only materialize if you actually do something with it tomorrow. So I have been a fan of Russell's, but I've also been a student. And when we first met, I knew nothing about digital marketing, and I still don't. I still don't, to the degree that I should. And so anytime you can sponge off of other people, and not just him,

I want everybody to, you know when you go to church and you have to like say I love you too? Turn around and look around. Just look around the room. Everybody in this room is a wealth... You don't have to hug. We're not there yet. Is a wealth of information. Is a wealth of information. So Russell, I am super proud of you.

slower slower thank you guys marcus limones wow all right guys give it up for russell brunson