Finding Your Voice, Creating & Selling Your Frameworks
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What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Right now, I am in a car on the freeway with four other people. And they've never sat in while I've recorded a live podcast before, and they're kind of rolling their eyes at me. But we're here having a good time. We just got done with the Atlas Mastermind Group in Sedona, Arizona for the last week, which was one of the coolest experiences I've had in a long, long, long time. This is our highest level inside of the inner circle, inside of ClickFunnels. So everyone in the group

is doing huge numbers. Like, um, anyway, it's been, it's been really fun and really insightful to see what people are doing, how they're scaling. Um, it's fun as a group collectively, we've got one person in the group who's spending $150,000 per day on ads. And so, you know, we decided that should be everyone's, um,

you know, you know, first it's like the standard thing you're achieving towards. I was like, that should become everybody's like floor. And so we have a goal for everybody to get to the spot where everyone's spending at least a hundred grand a day. So wherever the goal initially is everyone's starting a hundred grand a month and a hundred grand a week and then a hundred grand a day. So that should be your goal if you want to scale a company. Um, so that's kind of stuff we hang out with and talk about in the Atlas group, which is so much fun.

But anyway, now we're driving back home, heading to the airport and we are about to get ready for Funnel Hacking Live, which is coming up in a week from now. This is like event season for us right now. It's been kind of chaotic and fun and all the things, but Funnel Hacking Live is coming and I thought for today's episode it'd be kind of fun to show you guys an old presentation I did at Funnel Hacking Live. In fact, this one's really fun. This is the very first time I ever taught the concept of frameworks.

And creating frameworks from that, you create your products, your services, your coaches, your coaching program, your courses, all that kind of stuff based on a framework. It was the very first time I ever introduced this concept to our community a couple years ago. And I thought it would be fun to bring it back to you guys. And so that's what we're going to be doing today. But I also want to caveat that with the fact that because Funnel Hacking Live is coming up, I want to make sure you have your tickets.

This is the first Funnel Hacking Live we've ever done that's completely virtual, which means we're streaming it around the world. We've got people in like, I don't know, 10 different countries who are getting Funnel Hacking Live. We're translating into like Spanish and Portuguese and all these. Anyway, it's going to be a really cool experience. But the other cool thing we're doing is we're going to let you try out Funnel Hacking Live for free.

We've never done this before either, but we thought how cool. People always like every year like, oh, I wish I could afford it. I wish I could continue next year. I'm going to come. And they always have some reason why. Maybe they couldn't get a time off of work or they had something happening or whatever. Insert excuse here, right? Everyone's got an excuse and reason why they haven't come in the past. And I thought let's get rid of all excuses. Let's make this simple. I want to make sure that we can serve everybody in our community. And so this year's Funnel Hacking Live, the way it works is you go to funnelhackinglive.com.

And then when you go to sign up to create a ticket, you basically put your credit card in, but we don't bill you anything. And they have a chance to go through the entire Funnel Hacking Live process all three days, experience it, see if you love it. And if you love it, then after the event, then we'll bill your card. And if you don't love it, let us know. You're at Brussels. You talk too fast. I'm out and we won't bill your card. And that's cool too. So I think for most of you guys, it's going to blow your mind what happens at Funnel Hacking Live. And this year, again, we're streaming it from the studio in Las Vegas. It's just like, it's a really cool,

Anyway, it's going to be really special. So I want to make sure you guys get a ticket. So again, go to FunnelHackingLive.com. Go get your ticket. It's $0 up front. You come to the event, attend it, and then afterwards decide if it was worth it, which is kind of cool. It's kind of like going to a restaurant.

And then sitting down and ordering dinner, you eat the entire dinner. And afterwards, you're like, eh, that wasn't that good. And then you don't have to pay for it. Or you go to a movie and you watch the entire movie. And then after the movie, you're like, you know what? I'm just not feeling it. And then they don't charge you for the movie. That's how it should be, right? So that's how Funnel Hiking Live is this year. You get to come experience it. And then if you love it afterwards, let us know and we'll bill you. And if not, no harm, no foul. So that's the game plan. But you got to go get your ticket. So that's the game plan. And then step two is this episode.

is one of my keynote presentations from Funnel Hacking Live a couple years ago talking about frameworks. And so if any of you guys are people who either are creating courses or products where you want to, I hope this helps to give you guys kind of an idea about how to create frameworks, how to teach your frameworks in a way that get people to move so you can change their life. And I hope you enjoy the session. So with that said, let's kick into the podcast episode so you guys can go deeper on how to create your very own frameworks.

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. I've been so excited about this. This is going to help pre-frame the rest of the week, and I think that it'll make you guys start shifting the way you look at things a little bit. I shared this a little bit on the 2ComicClub cruise. Who are the people on my cruise with me?

Okay, we did a midnight mastermind session because that's what we do on cruises. We stay up all night and I talked about this a little bit and I've kind of evolved it and developed it a little bit and I want to talk to you guys about today because I think it's...

A piece that's going to help you guys understand how to have more success with your funnels. And it's going to seem counterintuitive at first, but I promise if you stick with me and sit through the process, you'll be like, oh my gosh, I see how this is in everything that we do. And so I gave you guys a handout today. It's called Expert Evolution, How to Become the Leader that Your Tribe Has Been Waiting For. You can take notes on that as we're going through there if you want. But I'm going to be covering three different frameworks right now. The first is the framework of how to find your voice. The second is the framework of how to teach frameworks. And number three is the framework on how to sell your frameworks.

So that's the game plan for the next hour and six minutes and 56 seconds. Okay, so this is the blueprint. This is the framework right here of how to find your voice. I think a lot of us get started in this business. At least I did. And I was a shy, awkward... And I'm going to show you guys a clip here in a minute. You have to evolve. Like you can't just...

There's a process you go through. And a lot of times people will read my book, Expert Secrets, the next day they're out there with the sign saying, I'm an expert, I'm going to sell you something. It's like, you missed it. That's not the purpose. It's not the path. It's not how it works. There's a process for you to be able to find your voice. What's the process? What does it look like? And forever I didn't know. I said, you just go out there and you do it and you do it and you do it. It wasn't until recently I sat down and said, what did it actually look like for me? What did it look like for other people? How do I reverse engineer that so we can teach it? And that's where this process and this framework came from.

All right, so I'm gonna walk you through this. So phase number one here. Phase number one is what I call the dreamer. And this is the phase that starts with a little spark. Okay, how many of you guys, when you got into whatever it is that you're doing, you didn't know exactly what you were gonna do. You may not have been super passionate at first, but you had interest and desire. You're like, this is kind of cool. Okay, and think about your business or the marketing of your business. Like when I got started in this, I didn't know I was gonna be a marketing nerd. I got a C in my marketing class.

Okay, a c and I should have got in the d or an f and my teacher was really really nice Um, but I got to see my marketing that I didn't know marketing was even exciting or fun or anything Okay, it wasn't until later when I was learning these things and trying to start a business and all of a sudden like there was a spark I was like, oh my gosh, this is this is amazing and it all begins there Okay, so when you think back about your business like what was the spark initially that got you so excited about what it is you do? Can you guys remember that moment? What was that create that spark for you? Okay, that's where this begins Okay, um

The next thing that I want to kind of add upon that, this is from Tom Bilyeu. Tom is speaking tomorrow, I believe. So I'm excited about Tom coming or his first time at Funnel Hacking Live. But I was developing this. I thought Tom posted something on Instagram and I was like, oh my gosh, this is brilliant. He posted a little framework for how to develop your own passion.

And I think about this a lot because I get people all the time who come into our world who are like, this is exciting, but I'm not passionate about anything yet, Russell. Like, what do I do? How do I find passion? I'm like, I don't know because for me, I'm just excited about everything in life. Like, there's so many cool things happening. I was like, I don't know how to develop passion. Like, I don't, like how, like, I couldn't like,

understand that in my mind until I saw this from Tom. And I was like, oh my gosh, this is the secret. For those of you guys who may not have it, you've got a spark and you're trying to figure things out, this will help you. So this is what he said. This is the five-step process. He said, number one is you go and experiment with a whole bunch of stuff.

Okay? So if you don't know, like, I don't know what business I want to be in. I don't know what my career is going to be or whatever. Like, you go try a bunch of things. That's why a lot of people go to college, right? You're taking a whole bunch of classes just to find out, like, what am I actually interested in? Right? So you go and experiment with a bunch of stuff. That's step number one. Step number two is after you do that, you start looking at all the things I just tested and tried, all the things I read, all the podcasts I listened to, all the videos I watched. Like, what are the things that spark my interest? Okay? You think, okay, I'm interested in that. That's a topic I'm excited about. Like, that's something I can be passionate about. Okay? So you find the thing that sparks your interest. Okay?

From there, you start deeply engaging with those things that spark your interest. You start going deeper on them. Okay? If you listen to a podcast about biohacking or about whatever, and you're like, this is cool. And it's like, okay, now let's go deeper. Let's see if as I go deeper, if this keeps resonating with me. You start going deeper, start studying, start learning, start finding people around you who are excited as well and go as deep as you can. Okay? Number four, as you start engaging, if it goes from an interest to true fascination, okay? And you get that fascination, it's like, oh my gosh, this is exciting. Then you go down the path of gaining mastery. Okay?

And then number five, fascination plus mastery equals passion. Okay? Now this for sure was true in my journey.

Again, I got started. I was a college kid. I just met my beautiful wife. I proposed to her and then I realized that I didn't have a job and she was probably going to want to eat sometimes. And I was like, what do I do? I don't know. Let me try a whole bunch of stuff. I started doing a whole bunch of things and studying and reading and learning. And all of a sudden I started finding these things that cause interest. And those things I started geeking out on. I started going deeper and deeper until that interest became a passion. And the more I deepened, the more fascinated I got and the more fun I got. And that's where this journey begins. That's how you get the spark and you start to grow.

Okay? All right. So after you guys have a spark, do you know the best way to turn a spark into a fire? You guys want to see? This is kind of cool. So this is the way you turn a spark into a fire. Let's dim the lights a little bit. If I get my phone out right here, I turn this light on. Let's see. Okay, this is a spark. And by itself, if I'm not careful, the spark is going to go out, right? Okay, I need your guys' help. Can everyone get their phones out real quick and turn the lights on?

Something interesting happens when you take a spark and you get it around other people's sparks, other people who are already on fire. So you have to grab your phones out and get them out. Turn your camera on really quick. I want you guys to see this. If I want to turn my spark into a fire, to an inferno, I got to find other people. Look around you guys. Look behind you. You find other people and you get your sparks together, it starts growing.

If I take my spark to a fire, it can't help but grow. Am I right? That's why we're here today, to help you guys take your spark and to light it on fire. I tell people all the time, my role in this whole game is to get you guys so excited and so passionate about the marketing of your business that whatever business you're in, you'll be able to run with it. I'm assuming you're already obsessed with your business or you wouldn't be here. So my job is to get you obsessed with the marketing of it. Let me take that spark and ignite it and get it on fire. So the best way to turn that spark into a fire is to ignite it. I lost my thing. Is to get around other people.

Okay, as you get around other people, you start feeling that starts growing inside of you. That shifts you now to the second phase. Okay, the second phase is where I start taking on the identity of the reporter. Okay, it's interesting. How many of you guys have ever heard of Howard Berg, the world's fastest reader? Okay.

Okay, so when I was in elementary school in the 90s, I was an infomercial geek. So I was watching infomercials and there was this guy who is the world's fastest reader. I saw him reading these books and he like goes through the page like this and flips through and starts reading super fast. I was like, that is the coolest thing. I'm like, there's no way it's true. He's got to be faking it. I remember watching the infomercials over and over and over again as a kid. Then fast forward like 15 years later, I'm a grown man or grown-ish. My kids always tell me like, dad, you are the least mature adult we have ever met. I'm like,

Thank you, guys, I think.

I remember on Fox News, on the, what's the Cavuto, the Cavuto show, Howard Berg was on there. It was right after the health care bill came out. And there's a huge health care bill. And then Howard Berg read the entire health care bill live on Fox News in front of everybody. So he reads the whole health care bill in 55 minutes, I believe. And then afterwards, he interviews Mike. So what did it say? And he starts telling him all the things and reciting back huge portions of the health care bill. I'm like, this guy's amazing. Then I'm at an event like this. It was in Dallas. It was about a thousand people. It's about a fifth the size of this. And I'm like,

and I'm speaking on stage. I get done afterwards and some guy's like, hey, there's the world's fastest readers here. He wants to meet you. And I was like,

Wait, wait. Howard Berg's here? And I started like totally fangirling and freaking out. He's like, you know who he is? I'm like, yeah! I used to watch his infomercials when I was like 15 years old. Anyway, so excited. I had a chance to meet him. And me and Howard have become really good friends since then. And actually when I launched the Expert Secrets book, I had Howard fly out to our office. I was like, I want you to read my entire book live on Facebook. And then I want to quiz you and see if you can actually remember it. Because like,

Writing a book is cool, but having the world's fastest reader read it live in front of you is like way cooler than... So I had Howard. We flew out to Boise. I was like, here's the book. I want you to read it. And he sat down and he started reading it. And did anybody see the episode of this where he did it on Final Hacker TV? He read the entire book in 4 minutes and 43 seconds live on Facebook. And I was like, this is so cool. I'm like, there's no way he's actually getting it. So I watched him. He read the whole thing.

And then we got done reading it. I had the really cool opportunity to sit there like, okay, let's see if you actually read it. And I started asking him questions about it. And he was able to tell me things back. Say, well, you said this and you said this. And then you talked about this and this is my thought about that. And it was one of the coolest experiences of my life. But what was the... Did you guys ever see the Sony Speed Reader commercial? He's on that with Justin Timberlake. It's a really funny ad where basically they had the Sony Speed Reader and Justin Timberlake said something like,

Or maybe it was Peyton Manning. Anyway, Peyton Manning said something like, with the Sony Reader, I could read 100 books. And Howard Berg goes, I just did. And then Justin Timberlake's like, I just did too. It's the funniest commercial. Anyway.

It's worth watching. So that night after we got done, I took Howard out to dinner in Boise. And I'm like sitting here. I'm like, this is a guy who's read over 30,000 books. Like every book you can dream of, he's read. Like what do you ask this guy? Like he's got information about everything. I'm like, I could ask him about business or about finance or about sports or about anything. And I was like, I'm going to go to a spot that you don't normally go with people because I'm really, really curious. And so I asked him, I said, Howard, I'm really curious. After all your life experience, reading 30,000 books, what's your opinion on God?

He looked at me for a minute, he smiled. He said, you know what's interesting? He said, most people, when they want to learn about a topic, they'll read one book or one thing, and they base their opinions on that. It becomes fact for them, and they go forward. He said, what I like to do instead is I like to read all the people's opinions. He's like, I'll read 10, 15, 20 books about a topic. For example, so for religion, he's like, I basically read every single book on the topic. As many as I possibly could, like hundreds and hundreds of books. He said, by reading a whole bunch of things about it, he said, I got a very holistic view of what I believe God is.

He said, based on that, let me tell you what I believe. I had one of the most fascinating conversations of my life to hear what someone like this had a chance to learn and read from every religion you can dream of what his beliefs were on God. One of the most coolest, most amazing conversations of my life. So I was thinking about this with Howard. I started thinking about how that works in our life. A lot of times we come into this world and we're trying to do our business and we become the expert. I know everything. And we go out there and we try to convince people. But the problem is we read one book.

And I was like, the phase for you to really evolve and to find your voice isn't to like take one idea and then start running with it. It's to get a very holistic view. So I started looking back at like when I got started and I found something really embarrassing. This right here is the first video I ever created ever. This is, um, last year I shared you guys one and y'all teased me. This one's worse. Um,

So this is about time YouTube came out, and a couple people had videos on their websites, and I was like, I'm going to do a video. And I remember someone, Armin Moore, had a video, and the background was gone, and he was on the page, and it looked really cool, so I'm like, I'm going to do that. So I bought a video camera, I set it up, and I recorded this video, and it didn't work. I tried to edit it, I couldn't get the background to delete, and it was so many bad things. But this was the very first video I ever made, and I want you guys to hear...

How bad I was and hopefully this will give some of you guys some encouragement. Uh

If that guy can do it. Hi, I'm Russell Brunson. Welcome to the secondtier.com. I'm here to help you get in... Okay. Hi, I'm Russell Brunson. Welcome to the secondtier.com. I'm here... Did I say that? I'm here to introduce you. What did you say? Hi, I'm Russell Brunson. Welcome to the secondtier.com. I want to help you get started with your affiliate training today. The first thing you need to do is click on the link above me and download our affiliate...

That was real cool, the flushing toilet in the background. He literally flushed it in the middle of the video. It was me and him. There were two of us in the room. Like, well, come on. Anyway, so there's hope for all of you, I swear. So this is the beginning of my journey. I'm going to be a

And I was like, I'm horrible, but I'm going to try. And I started trying. Now at this point in time, I had one, I like, I had like my beliefs, like, okay, this is how I'm going to do this thing. But I didn't know Mark. I didn't know these things. I'm like, how do I, how do I learn this? And so what I did is I went out there. I said, okay, I'm going to do what Howard Berg would have done. I wasn't going to take my opinion and believe everything. I'm going to go and find a whole bunch of people who know more than me. I'm going to talk to them, interview them, figure out all their stuff. And based on, on finding out

opinions from a whole bunch of people. From there, I can develop an actual opinion. So this little nerdy Russell from 15 years ago went out there, and he found the best of the best of the time. This is Carl Galletti. I used to call him all the time and ask him questions. This is Mike Filsaime. This is Gary Ambrose. This is Brad Callen. I think he's in the room. This is Brad Fallon. This is Iwan Chia. This is Rosalind Gardner. This is Jack Humphreys. This is Keith Baxter. These are the people, when I got started in the game, they were the people that were already on fire. I

I had a little flame. I was like, I have a flame. This thing's going to go out if I don't find somebody fast. I started looking. Who's got the fire? Who's got the fire? I need to find those people. And I found the fire. I got on the phone with them. I called them. I flew to the house. I had them fly to my house. I did everything I could. I got in the rooms they were in because I knew that if I was to take my spark and I needed to become a fire, I had to be with the people who were already on fire. I found those people and this little nerdy Russell was able to take his spark and turn it into a fire.

Okay? So for all of you guys, the next step in this journey of growth for you is first off to be fascinated, have a spark, and then you got to find the people at the fire. Okay? And you have to go to them humbly and start asking them their questions. And don't judge everything based on what the lens that you view the world through. Find out other people. Be open to other opinions, other ideas, because it's going to give you a very holistic view and make you, give you the ability to serve your people at a much higher level than you ever could by just looking at one angle. Okay? All right. So the first two phases in this formula, in this framework are all about growth.

Okay? It's your journey to become something bigger. Okay? Become something better. Become the person, the leader that you need to be to lead your people. Now, after you go through these first two phases, number one of dreaming and having a spark, number two is finding people around you, asking them questions, learning from everybody you can, every single piece of information you can get access to, and learning from everybody, then we start shifting from growth to contribution. Okay? Alex Sharfman always talks about the call to contribution. Okay?

How entrepreneurs feel if they hear the call to contribution. I need to contribute. I got to create something. I got to do something. I got to go out. I got to do something, right? You guys have heard that call. That's why you're here, right? You've heard that call to contribution. Like, how do I contribute more? Okay? And so there comes a time in all our lives we keep growing and growing, keep studying and learning. But if you don't start shifting from growth to contribution, you will flatline.

Okay, the first time I understood this was true when I was a wrestler. Okay, in college I was a wrestler, in high school I was a wrestler. I was a state champ in high school, took second place in the country, I was an All-American in high school, and I thought I knew everything. Okay, the worst thing that could possibly happen to any of us is we think we know everything. I was like, shh, I know everything. Like, I'm such a good wrestler. I remember my senior year after I took second place in the nation, my coach, Greg Williams, who's now the coach at UBU, he said, hey, do you want to come coach at a wrestling camp? I was like, I don't know, like, I got girls to date this summer, this is like my big time before going to college. And I was like, I don't know,

and he's like, I'll pay you a hundred bucks. I'm like, I'm in, let's go. So that was what I, that was the value of my, a week of my time back then. So I went to the wrestling camp. He's like, okay, here's some kids. I need you to train them how to wrestle. I'm like, okay. So I go to the kids. I'm like, okay, this is how, and I remember we're teaching a cheap tilt, which is like my move. And I was like, here's how you do a cheap tilt. I show the kids, my kid goes try it. I sit back and the kids come out and they start trying it and nobody gets it even remotely close. They all, like almost all of them end up pinning themselves. I'm like,

No, you guys, you don't listen to a word I said. Hold on, come back in, come back in. I said, this is how you do a cheap tilt. Okay, now go do it. And they go back out and everyone's like doing the same thing, flopping all over the place, pinning themselves. And I'm like, what is wrong with these kids? I sit back, I'm like, what are they doing wrong? I start looking, I'm like, oh my gosh.

He's doing it wrong because his hips are like, they keep sliding out. And his knee, like, I never knew. Like, this knee needs to be, the foot's got to be planted here and these got to be pointed to the ceiling. And then what else? I started looking. I said, come back in, guys. Come back in. Look at this. I said, when you're doing it, like, notice, look where my foot's at. It's right here. Look where my knee's pointed. And they're like, oh, cool. Go try it again. They start doing it. And all of a sudden, the kids start getting better.

I was like, huh. And then I bring it back in and go back and forth and back and forth. And for the entire week I spent with these kids, I'm looking at like what I'm doing and my process is understanding why they work and then figuring that out. And as you start, one of the fascinating things about a pattern is after you become aware of a pattern, it's like, oh, I know the pattern. Now I can manipulate, I can change, I can grow it. I can figure things out based on that.

And so for me, like, I'd gotten to a point where I'd grown personally at a certain level and I had stopped. I was stagnated. And when I shifted and started becoming a coach and helping other people, that's where I started to continue to grow. That's where I shifted from growth to contribution. And that's how I got the next level of growth. Okay? So for all of us, there comes that time where as you're growing and you're sharing, the only way to continue to grow is to shift from growth to contribution. Okay? So we start coming out there. This is where most entrepreneurship, most businesses start when you're shifting from like, how do I become better to how do I make other people better? Okay? And that's the next level.

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

But to kind of give you some context about this offer he's making for you guys, as you may or may not know, a few years ago, JPMorgan Chase did a study and guess what they found? They found that the average small business only has about 28 days of operating expenses in reserve. That's right. Less than a month of cash on hands. Now, if you're like me, the idea of your business being one bad month away from disaster is enough to make your stomach drop. Am I right? Especially with how the economy has been lately. It's not the time to be gambling with your finances.

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

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

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

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

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

Okay, so that moves us to phase number three of the framework. Phase number three now is now we start building our own frameworks. Okay, this is going to be weird for a minute, and I promise you at the end you're going to be like, oh my gosh, this is amazing. Okay, so we need to start creating our own frameworks. If you notice, most of the greatest entrepreneurs, business people, they have their own proprietary frameworks, right?

Okay. So this is the next phase. After you've gone through growth, now you're shifting contribution. This next phase is start creating your own. Okay. So the first step here is you need to create what we call your framework hypothesis. What is my framework to get somebody a certain result? Okay. Let's just say this is me. This could be for any, any business, right? Here's your path. So here's you, you're going on this, this journey up here, and this is the result. This is the thing you're trying to get to, right? Okay.

And so as you've been going through your growth and you've been learning and you've been studying and obviously figuring out and you're learning and you're moving yourself up this line, okay, now you're like, I think I know how to get here. I'm pretty sure I know how to do that. So based on me interviewing 50 people or like reading a whole bunch of books or whatever that thing is, I'm going to make my hypothesis. I think this is what I need to do to get that result.

Okay, we make a hypothesis. Now, how do we make our hypothesis? This is something Bruce Lee said. Thank you, James Frill, for finding this quote for me. But Bruce Lee talked about this. He said, what you do is you research your own experience, you absorb what's useful, and you reject what's useless, and add essentially which is your own.

Okay, as you're going through this growth phase where you're interviewing a whole bunch of people and you're learning from a whole bunch of different experts, the goal is not to like learn everything they say and just believe it as is, right? There's a lot, like when I was listening to Howard Berg, a lot of his beliefs on God I agreed with. A lot of mine didn't mean it was right or wrong, okay? But I was able to listen to that thing and say, well, this is awesome. I'm going to take these gold nuggets. These are the things for me that I believe in that I think can add to what I believe.

Okay, same thing here. When you're going through this process of learning and studying and growth, you're looking for the nuggets. Like, what are the things that I believe in? Can you take all the different pieces? You take that and say, okay, now that I have this, this is my framework hypothesis. This is what I think is the secret. Okay, so we create our framework hypothesis, which is basically, okay, for me to get this result, I got to step one, step two, step three, and that's how I'm going to get this result.

Okay, now we have a hypothesis. That's step number one. Step number two, now that I have a hypothesis, this is what I think I'm going to do to get that result. Now we got to go out there and actually test your framework hypothesis on yourself. You have to become a human guinea pig. A lot of people get the ordering wrong. They say, okay, here's my framework hypothesis. Let me go sell something. No, no, no, no, not yet. This is where you got to figure out if it actually works on you.

Okay? One of the people I respect a lot is Tim Ferriss. They've called him a lot of times the human guinea pig. He was one of the original biohackers. And I was reading, I can't remember which one of his books, but one of his books he was talking about

He implanted something inside of his body that tests his blood levels. And every single day, he would test little things. He would take this supplement, see what happened to his blood levels. He'd take this, and he'd try this, and he'd do these things. He took over a thousand blood tests based on all these different things. And after all, all of a sudden, he said, based on all the things I learned, this is the diet that's the best. This is the supplements. These are the things that—this is the framework that I believe is optimal for you to be able to get the result you're trying to get.

Okay, so just like Tim Ferriss became a human guinea pig, you've got to become a human guinea pig for your framework at first as well. Okay, so you take that. You say, okay, I think this is the way I get my result. And you go out there on this journey. You know, you go on the journey. What's going to happen is sometimes you're going to go through the process and be like, I was right. I figured it out. I'm at the top.

What typically happens is you go on this journey with your framework. A lot of times it doesn't work at first, right? You try something like, oh, it failed. You try something else, oh, it failed. Okay, that's okay. This is the framework hypothesis. You can tweak and say, I'm going to change this. I'm going to change this. So eventually it's like, okay. And eventually you get to the top where you have the success and you get the result you want. Okay? So now you've got a process. You've got a system that works. I know it works for me. It's worked for me. And so that is the first step here where you become a framework creator. Okay?

Boom, I have a framework that works. Okay, how many of you guys in this room right now have a framework that works for whatever it is you do?

Okay, it could be anything from like how to lose weight to how to get a white smile to how to how to make more money how to start a business how to How to invest in uh in whatever how to save money on taxes, right? Every business needs to have a framework Okay, and some guys like but russell this doesn't make sense because I don't sell information products. I don't need a framework This only works for the info people. It's only for authors and speakers doesn't work for me because i'm a blah fill in the blank Right, we understand that all businesses are about one thing one thing only

Business is about how in the world do I get a client a result? That's it. Okay? I'm in business to do this, to get this client this result. Okay? That's what you have to understand. And there's always a framework or a process to get somebody that result. Okay? So the question you've got to ask yourself is what is the framework that somebody must follow to get a certain result? Okay? And what's interesting is your product's probably just a piece of that framework. It's not the whole thing. Okay? So what is the framework someone must follow if you want to get a certain result? Okay?

Okay? So think about whatever business you are, this is the result the person's coming to you with. They want to get out of pain. They want to grow taller. They want to grow hair. Whatever your business is, that's the result. What's the process they have to go through to get that result with you? Okay?

And so, for example, here's ClickFunnels, right? So ClickFunnels, we have a framework. You guys see me talk about frameworks all the time, right? And so we have a framework to help people to grow a company online through funnels, okay? So that is my framework. And what's interesting about my framework is the product, ClickFunnels, the software is just one step in the framework, right? Right?

So I'm like, step number one, you got to have an idea. Step number two, you got to create an offer. Step number three, and then also like step five, it's like now you need ClickFunnels to build the thing, right? If I just came to people like, oh, you need ClickFunnels, this is awesome software. Like why? Like because it's awesome. It makes, you can move things and drag and drop. It's really easy. Like I don't get it. But if I'm like, what's the result you want? This is the result you want. Cool. There's a five-step framework. Step number one, you got to do this. Step number two, step number three, and now you need the software for step number four and step number five. Does that make sense? So my product becomes part of the framework. It is not the framework.

Okay, so let me show you this works for a more traditional company like a dentist Okay, so the dentist if I was a dentist, I would have a framework for how to get white teeth Okay, you know, there's a whole process right? I'm not a dentist I don't know exactly the process but they have a framework to get white teeth, right? Someone came to me as a dentist say I need white teeth. They could be cool First thing you gotta do is you gotta brush twice a week or no not a week Cool

Twice a day. Yeah. Step one, brush twice a day. Step number two, you got to, you should be using white strips or hydrogen peroxide. Step number three, you got to come to the dentist. My product is like step number three, right? One of the steps is you come to me and we'll do teeth whitening or we'll do a line or whatever the thing is, right?

Okay, but I still have a process. If I'm just like, I have a dentist, she should come to me so I can clean your teeth. Like it's one thing. It's like, well, what's the result? The result's bigger than that, right? The result's the framework. So here's the framework to get somebody that result. And your product becomes one step in the framework. Does that make sense? Same thing is true with e-commerce sellers. If you're selling physical products, okay, my product is a framework to get blank. To get what, right? Okay.

And then inside of there, your product becomes part of it, right? So for example, let's say I was selling, let's say I was selling flashlights. I might have, just a flashlight by itself will sell. But if you look at, some of you guys have heard Trey Llewellyn's story a lot of times. He was the first funnel inside ClickFunnels that blew up

to astronomical levels. But he shifted. It was a flashlight at first, but we went from like it being a flashlight to being a survival flashlight. I'm going to show you guys how to become a framework for how to have survival, right? It was like, it wasn't just a flashlight. It was like part of a framework of like, I don't know exactly how you use flashlights for survival. You shine in people's eyes and blind them so you can kick them in the shins or something. But it became part of a framework, okay? So every product, everything is a framework. What's the result you're trying to get somebody? And your product is a lot of times one piece of the framework, okay? So,

Now, the cool thing about frameworks is you start creating them. We can do frameworks. Like, I could take a framework. I can teach that framework in three minutes, or I can teach it in 30 minutes, or I can teach it in three hours, okay? Like, I can sit down right here and say, okay, guys, I'm going to teach you guys the new Traffic Secrets book. And I could do a three-minute presentation and teach you my Traffic Secrets, like the core pieces of the Traffic Secrets book, right?

Or I can say, okay, I'm going to do a 30-minute presentation. Let me teach you the core things. I could bulk it up. I could tell more stories. I could add more things to it. Or if I wanted a three-hour presentation, I could do that. Or I could do a three-day event just on Traffic Secrets by itself as well.

Okay? So that's something to kind of think through. And the reason why these frameworks are so important, as you'll see here in a second, is we use frameworks in every aspect of the funnel, as you'll see here. Okay? But the first thing we have to understand is that we can create frameworks really, really quickly. So again, this is Tom Bilyeu. Tom and his wife Lisa are some of the best framework creators I've ever seen. Who follows them on Instagram? Tom or Lisa? Okay. If not, you guys start following them just so you can see the frameworks and how they do them so often. So I'm going to show you a couple of them. So Tom put together a framework called Sleep Habits.

It's hard to sleep here. These are sleep habits. There's six sleep habits to increase your sleep, right? So step number one, stop eating three to four hours before bed. Step number two, use blue blockers two to three hours before going to bed. Step number three, go to bed early. Step number four, set your intentions. There's his five-step, six-step framework for sleeping better, okay? Here's another one. He created a framework based on a movie. How many of you guys have ever seen a movie before? Like four of you guys? Who has ever seen a movie before?

Okay, so Tom watched The Matrix. He's like, I'm going to show you guys the seven lessons I learned from The Matrix. And he showed his framework for The Matrix. Number one, you can't do it until you believe it. Number two, the world as you perceive it isn't real. And on and on and on. Okay, here's one that he made his framework for surviving Thanksgiving dinner. Step number one, minimum 16 hour fast every day. Step number two, okay. And they post these all the time. These are just simple little frameworks.

Okay, the reason why I'm showing you guys this right now and I'm talking about the fact that you can create a framework that happens in three minutes versus 30 is because a lot of times I don't want to spend two years building a huge framework. I want to test some stuff out. So on social media, I can post a framework. I can do a podcast posting a framework and see if people care about it, right? I'm going to show you guys my five-step framework for getting more ads, more views on YouTube. Who here wants to see that one? Okay, I'm not doing that one. Okay, and I post another one. I'm like, who here wants my five-step framework to add 100,000 people to your list in the next two days? Okay.

Oh, okay. Sweet. I'm going to go deeper on that. Right? But I could post something on Instagram that here's my five-step system to build a list. And if nobody cares, I don't go deep there. If I post it, be like, oh, people are freaking out. This is awesome. Let me go deeper. Okay? If I'm like, let's say I'm a dentist. I'm like, okay, I'm going to post a five-step framework how to get coffee stains off your teeth from home. Who would want that?

You guys don't believe me? I'm not a, anyway. But I could post that real quick and be like, oh my gosh, nobody cares. I'm not going to build. Or I post something else and you start finding out, right? So it's essentially become quick at creating these little frameworks and putting them out there and testing them to see what are the things that causes people to get excited before you go deeper. Okay, if you guys notice, almost every one of my podcast episodes, I think I'm like 600 episodes deep now or more, is me sharing a quick framework. That's it. And sometimes you guys don't tell me anything. Okay, that one sucked.

But guess how I know when I do a good one? You guys message me. I get tons of mail like, dude, that was fire, Russell. Like people that have fire emoji, like, oh, okay. And people go crazy. And I'm like, okay, I'm going to go deeper there.

Okay? All the stuff I share on stages like this, our own stage, this is a year of testing. A lot of stuff you guys don't care about. Other things you guys freak out about. So I'm looking at what are the frameworks that people are interested in. I'm going to go deeper to those. I'm going to start creating those things. Okay? Alright. So understand that frameworks, as you can see, are every step of the funnel. There's frameworks here at the ad level. There's frameworks here on the opt-in level. Okay? There's frameworks where you're selling and frameworks where you're upsells.

Okay, so I'm gonna show you guys this in a lot more detail here in a second. I'm gonna show you guys a case study once you see exactly how they fit. Okay, but just imagine an ad, you see an ad like, who here wants my three-step framework for how to add more, blah, blah, blah, blah, blah. Sweet, you click on that, boom, takes you to the landing page. Awesome, give me your email address. I'm gonna give you my five-step framework for how to do whatever. They opt in, next page, they cool. I just emailed you the framework. There's a three-hour video of me teaching this framework in more detail.

For 37 bucks, you can have it. Boom. And then we go through like that. Okay. So the framework is what drives people and pulls them from page to page to page throughout. Okay. Step number three, after you've created these frameworks, you have to give your framework a proprietary name. Okay. This way it becomes your own. If you don't do that, then it's just like anybody could rip it off. Like you got to create your own proprietary frameworks. Okay. So for example, I'm going to see how well you guys have been paying attention to me for the last five years. Okay. I'm going to draw something. And when you know what this framework is, I want you to shout it out of the top of your lungs.

Okay? You guys ready for this? The first one wins a million. Just kidding. You win nothing. Okay. As soon as you know what the framework is, post it out. Oh, perfect webinar. Okay. There's my framework for how to run a webinar. Do you know how many leads I have gotten by giving people for free my framework for how to run a webinar?

Hundreds and hundreds of thousands of leads that people have opted in saying, I want to learn how to do webinar. They give me their email address. I give them the perfect webinar script. Then we have a free plus shipping version and we go through there and it's become a huge, huge, huge lead generator for us that has somehow, you're like, well, Russell, what does perfect webinar have to do with ClickFunnels? ClickFunnels isn't even in the framework. Oh, but if you have a webinar that works, you need ClickFunnels to host. Oh, oh, okay. That's quick. That's number one. You guys ready for number two? Okay. Let's see what framework, if you guys know what framework is next.

Okay, you guys ready for this? First one who yells it out wins. Value ladder. You guys know my frameworks. Okay, there's the value ladder framework. Okay, you guys ready for the next one? This is gonna be a little trickier. This one has not been as prevalent, but if you were here last year, you should know this one. What's this? What's this? You all failed. Everyone who's here last year, go home. Someone said it. Hook, story, offer. Okay, I've got one more in my pop quiz. Okay, you guys ready for this one? As loud as you can, as soon as you know what it is. All right.

Okay, you guys know my frameworks. How many of you guys feel like you could confidently come up and teach any of these frameworks because you've seen them so many times? Yeah. Yeah.

The nice thing about a framework is that people, after they see the framework, they can remember it. They can reteach it. They can share it. They can grow. Like, it's so, so, so powerful having your own frameworks. Tonight after dinner, we are doing a story workshop. I'm going to be going deep into my story frameworks. So make sure you guys come back for that because it's going to be really fun. I put a lot of work into it. We're going to learn how to tell some stories. If you look at business, though, like my entire business is just frameworks. How many of you guys have read any of these four books? What's that last one?

What? Okay, dot-com secrets are all my frameworks for the first 10 years of my business. I put them together in a book. You guys read the book. You're like, these are amazing. I need to buy ClickFunnels now. Okay? Expert secrets are my frameworks on how to sell, how to put videos and copy on the pages to convert people as they come through your funnels. Traffic secrets comes out very, very soon, which is all the frameworks, how we get traffic into our funnels. And unlock the secrets is a secret that I just keep opening, looping you guys to tease you. And you're like, what is it? I'm not ever going to tell you. But you'll find out someday. So...

There's a framework for that about open loops. So there you are. That's framework to grow a company, right?

Okay, if you look at this, it's interesting that there's frameworks that are embedded inside of frameworks, right? So if you look at expert secrets, and if I needed to do a five-second Instagram post, or I wanted to make a three-minute video about the framework and expert secrets, I would go to the table of contents. And section one of the book is how to create a mass movement. Step two is belief through story. Step three is your moral obligation. And step four is the funnels you use. Okay, so there's a framework. It's a four-step framework for how to become an expert. Okay, I could teach you that in three minutes. Okay.

But if you look at this inside of each framework, each of these sections of the book, there's a whole bunch of things inside of each section of the book. What are they called?

Chapters. So if you break it up bigger, chapter one is create your own movement, but then inside of there, there's a framework. There's my, the create your own mass movement, there's five steps. Number one is become the charismatic leader. Number two, the future-based cause. Number three, new opportunity. Number four, opportunity to switch. Okay, so there's a framework for how to create a mass movement. Now I could go another step deeper, like what's the framework for the new opportunity? I have a framework for that as well. Okay, so there's framework inside of framework inside of framework. This is what we do as entrepreneurs, as creators, is we're creating frameworks for our people to help get them results.

Okay, you guys understand that? Like that's what our goal is. So as we are going on this journey ourselves, we're trying to find our voice and become an expert. We're going through this path where we say, I'm trying to get this result for myself first. I'm going through this growth. I'm trying to get the result. As I'm going through this path, I'm learning. I'm creating my own framework hypothesis. Like, oh my gosh, I got a result. I have a framework. I have a proven system now to get a result. Okay, which is all business really is, is what's the result you're trying to get. So now I have a proven framework to get anybody this result. Okay, so now you got a framework. What do you do? Go sell stuff now? Yeah, yeah.

No, not yet. You all failed the test. Just because you have a framework does not mean you should go start selling it or making money from it. Okay? Just because it worked for you does not mean it's going to work for everybody.

I had a mistake when I first got started in this part of the business where I had these funnels worked in my business and I started trying to use them on other companies. I realized there were intricacies that I didn't understand in my company versus other people's. And it took me a while to respect that enough to say, look, I got to figure out how does this work? Like, what are the changes make it work in a gym versus a dentist versus someone selling physical products? Like, you have to figure out those changes, intricacies. So next step is not for you to go start selling them. The next phase here is for you to start working for free and serving your future dream clients.

You know that the frameworks worked for you, it got you the result, now you gotta find out if it's gonna work for other people as well. This is where you will learn the intricacies of your art.

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Adlassian.

So I got started in this business, in the coaching side of this business. What I didn't do is set up a website or set up a funnel and be like, hey, I'm Russell Brunson. I'm really cool. One time I made a bunch of money. You guys should sign up for my coaching program. Because two reasons. Number one, you sound like a jerk. And number two, just because I made money doesn't mean I'm going to help anybody else make money. So the next phase for me is like, well, I'm going to go work for free to see if what I think is right, this hypothesis I have worked for me. I'm going to see if it works for other people. Okay, so what I did, this is right before the whole ClickFunnels journey took off. I met this guy named Drew Canole. How many of you guys know Drew Canole in here? Okay.

Okay? Yeah, FitLife TV, they own Organifi. And I met Drew, and at the time, they were kind of struggling in their business a little bit. And it's kind of a crazy, we had a friend in mutual, and I was going through this juicing phase in my life where I just wanted to juice everything. And Drew's like the juicing guy. So I was like, my wife and I and kids were going to Legoland, and Drew lives in San Diego. So I was like, hey, can you introduce me to Drew? I'd love to meet him when I'm out there.

And so our co-friend kind of connected us together. And like two days later, I jumped in my very first Uber ride ever. I drove to Drew's house. We sat down. And it was this awkward moment where like we haven't ever talked before. We got kind of introduced by this third person. Like it's going to be weird. I remember knocking on his door. He opened up. I'm like, hey, do we hug or just like, you know, like the weird internet high. Like, hi, I've seen your face a lot. Yeah.

And so he let me in and we walk into his room. I remember in his front room, I sat down and on the table was one of my first things we said. It was called 108 split tests.

It was sitting there. I was like, oh dude, you got my book. And he's like, not only do I have your book, the creepiest thing just happened. He's like, I bought your book like two days ago. It showed up. I'm sitting here reading through all your split tests. And in my head, I'm thinking, man, wouldn't it be cool if Russell Brunson actually come here and just do these tests for us? Because I don't know how we're even going to do these. And then like an hour later, Carl calls me and says, hey, this guy named Russell Brunson wants to meet you. He's coming to your house. And now you're sitting here in my living room. I was like, that is the weirdest, creepiest thing ever. Um,

So I went there to hang out with Drew and get to know him a little bit. And this is one of the first products that they were selling at the time. And I felt, I could tell that like, I could tell they were kind of struggling. And I was like, hey, I'm writing this book. It's called Dotcom Secrets. It's not out yet, but I'm writing this book. We're working on this thing. And like, I would love to come out and just like help you guys out. He's like, well, what would it cost? I'm like, well, I'll just do it for free. He's like, why would you do that? I'm like,

I don't know, because I have no idea if it's going to work or not. I don't want to charge you. It worked for me. I think it'll work for you, but I'm not really sure. And I love what you're doing. I love your mission. Can I come help you for free? And we kind of went back and forth. He's like, what's in it for you? I'm like, I don't know. I'm sure if something awesome happens, it'll be great. But I just want to come and just work for free. So finally, he agreed to it. I flew out there, got him and his team in a little conference room. We didn't have whiteboards, so I had whiting on the windows, because I can't write or can't teach without doodling. We wrote on windows, built a whole bunch of stuff out.

So about this time, they were working on a green drink. We helped them to kind of figure out the funnel for that to launch it. And when this got done, they launched Organifi a little shortly afterwards and completely transformed their company. They went from a struggling company to, I'm not at liberty to share their numbers, but they are in the high eight figures, killing it right now with Organifi.

So after doing that, I was like, oh my gosh, this stuff does work for other people. And then after that, Drew went and made a video telling the story. Like, hey, Russell came to us. We were struggling. He gave us his frameworks, gave us his funnels. We launched it. This is what happened. I took that video. I put it up on a page and said, hey, Drew thinks I'm awesome. If you want to work with me like Drew did, apply down below. And that's how I created my Inner Circle program that we filled up with 100 people off the backs initially of this video.

Okay, so that's the key you guys. After the framework, after it works for yourself, now you go out and you work for free for other people to find out of what you're doing, what you're creating, if it's going to work for other people as well. This is a step, by the way, that most people miss. They create a framework and they try to start selling it. And they go, my funnel's not working. It's like because there's no social proof. There's no, like, I don't know if this is actually going to work for me. It worked for you, sure, but what is going to work for me? Like I'm in a different business. I do something completely separate. It doesn't work for me as well. Okay, so go out there and work for free to prove that what you're doing actually works. Okay, so that's the key.

And that moves us now to step number five, and this is where you become an expert, where you start finding your voice. Okay? I'm a huge believer that your results are your qualifications. Okay? This is how you qualify yourself. Okay?

As you guys heard earlier, I got a C in my marketing class. So I have no marketing degree, yet we arguably run one of the biggest marketing training companies on planet Earth. Okay? Our results are our qualification. You guys are the same thing. You have to understand that. If you've proven for yourself, you've proven for other people, that's your qualifications to go out there and start creating and sharing. Okay. So tomorrow I'm going to be talking deeper on value ladder stuff.

But I just want to share, for those of you who don't understand the value ladder and this concept right now, I want to share that each step in the value ladder, there are frameworks. There's frameworks at the bottom of the value ladder as you start moving up. If you look at the transition point, usually when you're moving up the value ladder, providing more value and charging more money, at the lower tier, it's like people

People are doing the framework themselves. You give them a framework, they opt in, they get downloaded, they're on their own, they get it themselves, right? As they move up the value ladder, it's like, hey, if you pay me something, I'll do it for you. Excuse me, I'll do it with you. Okay, you move up the value higher, so I'll do it for you, and then even higher, some kind of combination of both. Okay? So let me show you guys a framework in action. I mean, you guys want to see this whole process in action, an actual funnel that's killing it right now inside of ClickFunnels. Okay.

All right, so I'm going to show you guys Peng Joon's funnel. Hopefully Peng Joon is okay with this. He made me do a cameo for his infomercial or for his new music video last night. So I feel like he owes me. So I'm going to show his funnel. More funnel hacking. I bought it like 400 times for you guys. So he made a lot of money on this already. But I want to show you guys behind the scenes of how Peng perfectly used this framework in action. How many of you guys were in Funnel Hacking Live two years ago when he, or three years ago when he gave his presentation on this content machine? Okay, okay.

So he came and did a presentation for 30 minutes, and that presentation became the whole foundation. That framework he taught at Funnel Hacking Live in 30 minutes became the framework for this entire funnel that I'm going to show you guys. And Ping's kind of like me, and he's got ADD, and he has like 500 things happening. But if he wanted to, this and this alone could be his entire business. Okay? All based on one framework. Okay? So I'm going to show you how this works. So this is the very beginning of the framework. The framework starts as an ad. And if you zoom in here, make it a little bigger so I can see it here.

If you read his ad, it says, who here wants me to reveal my nine-step system for telling them blah, blah, blah, blah? Okay, so this is his framework. This is his nine-step system. Okay, this is the ad he runs on Facebook. Okay, so that's the first step here. So the first, he's got an ad on the framework. Come here to get my nine-step system, right? Someone reads the ad. They say, oh, that framework looks awesome. I want to get the result he's promised me by following this framework. So they click on the ad and then takes them to step number two here, which is the special offer.

Okay? So paying special offer is a do-it-yourself. It's a book. Okay? Which is literally the transcripts of his presentation here at Funnel Hacking Live with pictures of the slides. It's pretty amazing. Okay? So this is like a free plus shipping. Buy this book. You can do it yourself. You can go read the thing and then get off on your own and get it yourself. Okay? It's free. Just pay shipping and handling. The bottom tier of the value ladder. Right? Okay?

Okay, a huge percentage of people that click on the ad line on this page are like, sweet, this book looks awesome. I want the framework. They order it, he ships out the framework, and they get the framework in their hands. Do it yourself, okay? So there's step number two there in the process.

Okay, now after somebody buys that, now paying immediately starts moving them up the value ladder within the same framework. Okay, so now he moves to upsell number one. So his first upsell is like, cool, you just got the book. I'm shipping it out to you. You're gonna be able to read it and learn how to do it yourself. But how would you like to do it with me? I actually created a whole entire video course that's way bigger than what's inside the book. We can sit here and we can go for the next six weeks and you can do it with me. I'll train you. You listen, you go and implement it. We go back and forth, back and forth, back and forth.

Okay, is it done for you? So the upsell is the same framework, but he shipped it from do-it-yourself to I'm-going-to-do-it-with-you. Okay, this is the first upsell. I think he sells this for $297, I believe.

Okay, then, so that's upsell number one. Now he moves upsell number two, which by the way, is the same framework. He's just moving up the value ladder. So the next, so upsell number two now is, okay, you bought the book. How would you like for my team to do it for you? Okay, we could create all the ads and the banners and all the content things you need. And every single month, we're going to ship you out, or excuse me, every month we'll give you a whole bunch of things you can download and we'll do this whole process for you. You just plug your videos in and you've got it all done for you. Okay.

Okay, and this one is, what does he charge for it? It's $897 a year or 97 bucks a month. Okay, and so he's taking that same framework. Framework didn't shift, right? It's still the framework for how to get more people on video, but he shifted how it was fulfilled. Now it's done for you. I'll just do it for you. And he charges almost a thousand bucks for that. Okay, so that's upsell number two. And then on the thank you page,

He has a webinar where you come and you register for the webinar, and the webinar is a combination where he sells a $3,000 version where they do even more for you, and it's a combination of doing done for you, done with you, a bunch of other things like that, and that moves it through. Okay? But that's one framework that Payne created. Okay? This framework, this funnel does really, really well, and if he, but I want you to understand, like, if this was his only business, it could be. Right? This alone is a two-comma club business by itself if he just focused on that alone. Right?

Okay, from one framework. How many of you guys think you could develop a framework to show people how to get the result in whatever businesses you actually do? Okay, it's not that difficult. So it's understanding that that's these frameworks, that's what they are. Okay, most of the offers we're creating are based on some type of framework. So we have to become really, really, really, really, really good at creating frameworks. I want you to pause for a second, look back in time of everything you've experienced with me before you got here today. The reason why you're in this room is because somewhere along the line, you saw a framework, you clicked on it.

And somewhere along the line, you opt in for a framework. And somewhere you bought a framework. And then you went through a thing. And like, you guys are here today. This entire event is a framework. Okay? I'm going to framework to help you guys to get into the Tucoma Club. Like, that's the whole goal of this event. Right? How do we train people, educate them, and get them into a spot where they can get the award on stage with us in two days from now. Right? That's the whole framework that we build this whole event around. People ask me every single year, Russell, I want to speak in front of a lot of people live. I want to speak in front of a lot of people live. I'm like, you don't understand. I don't pick speakers. I build a framework. And I find out who's the best speaker for each step of the framework. Right?

Okay, that's how we orchestrate this entire event. Okay, you will notice as you go through, every single speaker who gets on the stage will have a framework for something. Okay, they all have received some kind of result and they're going to give you their framework for that result. Here's what you do. Step one, step two, step three, step four. The way is looking at through all these presentations through that lens, like what's the framework? What's the framework we get? I have the process. I have it now. I can go back and I can implement it.

That's one lens, but the other thing I want you guys thinking through is like, as you start seeing this and see how I teach my frameworks, how other people teach their frameworks, is understanding like, this is the business that we're in, okay? I don't care if you're a dentist, a chiropractor, a supplement seller, a physical product, selling info, coaching, consulting, whatever it is, like this, if you understand how to package things into frameworks, now you've got sexy ads, now you've got amazing options, now you've got all the things you need to generate leads to get people coming into your world. You have a proprietary thing that's unique to you versus everybody else.

okay especially if you're selling a commodity especially if you're a local business where there's 500 other people doing exactly doing your hometown if you start developing your own frameworks your own proprietary process that's different now you've got an advantage over everybody else okay so this is the uh this is the process of going um from growth to contribution we go from the dreamer to the reporter the framework creator to the servant to our expert in our guide so that's the framework about how to find your voice you guys like that okay

Alright, now we're going to move to the next framework, which is my framework for teaching frameworks. You guys get that? Okay, I'm going to teach you my framework for how to teach frameworks. And this is one that's

that I'm really excited about sharing with you guys. This is one that took me a long time to figure out how to do this. And it wasn't something that somebody taught me. It was tons of time like this on stages where I have an idea, I have something big I want to share with people. I try to share it, and it hits and it kind of falls dead. I'm like, ah, that didn't work. And so doing this for a long time, this is kind of the framework I developed, and so I'm excited to share it with you guys. Okay, first thing I understand, I learned from Brendon Burchard, who spoke at last year's Fun Like You Live,

In fact, I was at an event with him. It was a small mastermind group. And we're all sitting there and the person hosting it was like, hey, Brendan, do you want to show everybody your seven-day launch funnel? How many of you guys watched that last year at Funnel Hacking Live? It was amazing, right? And he's like, oh, sure. Give me like 10 seconds. I'll be ready. He jumps up, gets the whiteboard. He's like, okay. And he draws like four or five squares and circles, angles. He's like, okay, boom. He's like, this is my framework for the seven-day launch funnel.

And he said something, oh, and then he started teaching. He's like, okay, first step of the framework, he's taught that. Second step, and then people ask him questions and he'd get derailed and he'd come back and keep going. And someone else asked him a question, he gets derailed. And someone said, I'm so sorry, I keep asking you questions. He said, no, don't worry about it. He said, you have to understand the framework is your savior. It's the thing that saves you as you drift off your teaching. It's like, where do I go from here? Oh, back to the framework.

The framework keeps you in line and makes sure that what you're saying follows a process that other people can follow as well. Okay? So it's important to have these frameworks as you're teaching, as you're sharing, as you're giving, because everything you're doing, again, from the ads to the videos, are all following a framework. Okay? All right, so the first phase in the framework. Okay, the first phase when you're telling a framework is you have to explain the story about how you learned or you earned that thing. Yes, that's the picture of me with the black eye. Okay?

This is Nate Plone. He's the guy that made a Potato Gun DVD with me. We were wrestling in practice one day, and I took a shot, and I shot with my head down, which is not good, and I was punished. My eye hit his knee, swole my eye shut for a week, about 100 stitches there, and it was a really cool thing. So I just wanted to put that picture there because it's amazing. So

Okay, so the first step when we're teaching a framework, you have to tell the story about how you learned or you earned it. Okay? I learned this the hard way. A lot of times when I was learning this, when I was first kind of developing these ideas, I would come and I would spend insane amounts of hours and time in my life like testing out a concept and figuring out and like figuring out how to funnel works. And I come to an event like this, I'm so excited to share it. I'm like, you guys, this is how it works. I share how it works. And every single day they're like...

Uh, okay. I'm like, what? Like, do you not get it? Like, let me explain again. I show the process. Like, yeah, no, we heard the process. Like, that's good. Thank you. I'm like, no, like, do you understand, like, what I had to go through to get this? And they're like, no, I don't understand. And I felt like if you guys read the New Testament where Christ talks about not throwing your pearls before swine. Like, I felt like that. I was like, I spent so much time learning and figuring out this thing, and I gave it to you, and you're like, oh, cool. But do you not understand what I went through to learn that or to earn it?

And so I remember at one event in particular, I was sharing something three or four times. I got so mad, so frustrated that nobody was getting what I was trying to share with them. I said, look, let me explain to you exactly what I had to go through to get this. I said, I went this, and I told this whole horrible story about the time and the effort and the stress and how much money I put into it to learn this thing. And I said, oh, did you guys get that? And then I went and I shared the thing again, and people were like, oh my gosh, that was amazing. I was like, interesting. I taught the exact same thing. The only difference is that

Here, I put them through a pre-frame where I explained how I learned or I earned it. The story provided value to the framework. If I just give you a framework, you're like, oh, thanks. Like, if I just hand you the perfect webinar, I'll be like, this is the perfect webinar framework. You should go do a webinar on this. You're like, okay, thanks. But if I talk to you about how I spent 10 years on stages like this,

Okay, doing pitches where nobody ran the back of the room. I got embarrassed time after time after time going on the road, spending my own money, spending my own way and sitting in the back room watching speaker after speaker taking notes on what they did and how they did it, how they spoke, where they moved, what they did. And I studied that, spent 10 years of my life and based on that I built a framework that anybody can follow. All of a sudden you're like, oh my gosh, like I need that framework. Okay, if the first step when you're teaching any framework is you have to tell the story about how you learned or you earned it. If not, the audience will not value it.

That's number one, okay? So without the story, nobody will buy into the strategy. Okay, so phase number two, now I'm going to move into the strategy. Without the story, nobody will care about the strategy. Okay, now phase number two. This is where I teach the strategy, okay? And people get confused times between strategy and tactics. Strategy is like the overarching view. Like if I'm in front of a whiteboard, I'm like, here's the step one, two, three. Like that's the strategy, right? Okay, and people have to understand the strategy because they don't understand the strategy. They're not going to pay attention when you get to the tactics, okay?

Okay, so if I was going to go to war, if I just come into my army, I'm like, hey, I need you guys to go over here, start killing people. You guys go over here, we're going to attack everyone. I want you to go this way and this way. And they're like, why? I'm like, just do it. Just trust me, go. They're like, I don't think you know what you're talking about, right? Because I just gave them the tactics. Here's the tactic, we're going to do it. If I come and say, kids, this is the strategy, this is the game plan, let me explain. I explain the whole game plan, they're like, oh my gosh, that is brilliant. Now anything I tell them tactically, they're going to do because they understand where they're going. Does that make sense?

Okay, so after I tell them how I learned or I earned it, then I transition out to the strategy. Here's exactly what you need to do. And I walk through the process. Okay, a lot of times my strategies are like, here's five steps. Here's my doodle. Here's the step-by-step process. They see from a high-level view, they see the strategy. Okay, now if they buy into the strategy, I think it's my next slide. Yeah, because without the strategy, no one's going to buy into the tactics. Okay?

Okay, so I tell the story to provide value of the strategy. Then I tell the strategy, they buy into that. Now it's like, now I can get into the tactics. Okay, so if I go back one slide, if the strategy is what I would put on a whiteboard, then the tactics are what I would put in a Trello board. Okay, all right, here's all the steps. Step one, step two, step three, step four, step five. Here's all the process. Here's all the things you got to do to get that step of the strategy done. Here's all the tactics. Okay, so I share the tactics next.

Okay, that's all the to-dos, all the things, all the pieces they got to do to achieve that thing. Okay, and then the last phase, we share a case study. Because without a case study, they may believe that thing is possible for you, but they're not going to believe it's possible for them. So in phase number four, then we give social proof and we share the strategy. Okay, so here is the actual strategy, or excuse me, this is the case study of other people applying this framework. Okay, so let me go backwards my slides because I want to show you guys the overarching one again. Oops, too far. Okay.

Okay, so this is how I teach my frameworks. Okay, again, number one, I turn the story of how I learned or I earned it. Number two, the strategy about what it is. Number three, the tactics about how. And number four, the social proof examples. Okay, and that's how I teach all my frameworks. Okay, all right, I got one other thing I want to share with you guys. Now I want to show you guys my framework for selling frameworks. Okay, it's very similar, but it's different.

Okay, when I'm teaching a framework, I teach all those things. When I'm selling, it's different. When I'm selling, number one, I still tell about how I learned or I earned it. Number two, I still teach the strategy, but I don't teach the tactics. And I share the case studies. Okay, what somebody typically is buying from you is the tactical. It's here's the process. Here's what it is. Okay, so if I'm selling something, I don't teach, I don't do number three. I do number one, two, and number four. Okay, so let me show you an example of this. So, I mean, you guys have seen my Funnel Hacks presentation.

It's the presentation that built ClickFunnels. If you haven't seen it yet, that's shocking to me because I did that webinar live over 100 times and it's been on AutoWebinar for four years now and it's sold $100 million plus of ClickFunnels. So if you haven't seen it yet,

You should at least watch it because it's really good. I put a lot of effort into it. But if you look at this, like watch how my slides mimic this process, okay? So number one, I tell the story about how I learned or I earned, secret number one, right? So I talk about Tony Robbins taught me how if you want to achieve success, you got to do this. And then I talk about the pioneers. I talk about Porter Stansbury. I tell the story about how I learned to earn this tactic, right?

Then I switch over to the strategy. Okay, here's the strategy. Step number one, I'm going to share my framework for my funnel hack. Step number one, you've got to funnel hack someone successful. Step number two, you've got to buy the product. Step number three, you've got to move it. Step number four, build and click funnels. Oh, and by the way, my product eventually actually is step number four. I still have a framework for success for them, right? Then I skip number three.

Okay, because number three would be like, okay, let me show you a 50-step, 6-step tutorial about how to actually build your funnel and click funnels. Let me show you. I skip that. I go directly to the social proof. Here's Organifi. Here's what we do with their funnel. Boom. Boom.

Okay, and that's how I taught that section of the framework. Now I move on to secret number two in my framework, okay? Same thing, I start right here with how I learned where I earned it. Back in the past, what we had to do, we'd have programmers and designers and analytics people and it was super hard. I had the tech guy and this and this and this, but then we figured out a new way, a better way. Let me show you the strategy. Then I do my demo of ClickFunnels. And the demo of ClickFunnels shows the strategy. Step one, I pick a template. Step two, I pick the funnel type. Step three, I walk through the framework for how I build a funnel inside of ClickFunnels, right? Okay?

Then from there, I skip number three and I go into number four, which is here's the case study. Boom, boom, boom, boom. How much case studies? Okay. All right. Same thing now. Secret number three. Same thing. Okay. Number one, I tell how I learned I earned it. Okay. Google slapped me again. Here's the framework. Step number one, I figure out where other people get in traffic from. Step number two, I go to similar websites. Step number three, I look at this. Step number four, boom, boom, boom, boom, boom. I go through the whole framework of how I get traffic. And then from there, I end with a case study of how it actually happened.

Okay? Do you see how that works? So when I'm selling through a framework, I teach number one, how we learned and we earned it. Number two, I teach a strategy. And number three, I show the social proof. Does that give any of you guys any ahas?

Okay. I'm dropping some things now. We're going to, throughout this week, I'm going to be sharing other frameworks. We're going to talk about the story selling framework tonight after dinner, which is going to be going deeper into like the story parts of stuff and how we craft the stories and we orchestrate them, all those kind of things. It's going to be really cool. But what I wanted to kind of close this down with is this week, you guys, I want you to understand that I'm going to be showing you guys a lot of frameworks. In fact, some of my presentations are like 10 minutes long. I come down and I'm like, okay, I got to show you guys a quick framework. I'm going to go for 10 minutes on a framework and I'm bouncing back out again and the next speaker will be out. Okay, every one of our speakers is going to be showing their framework for success. Okay.

Okay, when you guys see the framework, understand it, start mastering these frameworks as you're doing that, okay? So master the frameworks you're going to be giving during Funnel Hacking Live. And then number two is as you're thinking through, start designing. What are the frameworks for your business? Okay, come back to this. Like what is the result that my dream customer is paying me for?

I don't care what business you're in. They're all paying you for a result. It's the only reason why people buy stuff. They want a result. What is the result? And start thinking, what's my framework? What could it be? I got to figure out a name for it. I got to figure out like, what am I going to title? What's step one? What's the two, step three? What's my hypothesis? I got to create like, this is what I think is right. And then I got to go back home. I got to be a human guinea pig and test it on myself. See if I can get it to work for me. And if it does work for me, then I got to go and find other people, make sure it works for them. And when I have this framework, oh my gosh, this becomes my ads and my opt-ins and my thing. And I can sell all sorts of things around that.

Okay? That's what I really want you guys to understand.

is this lens of frameworks we're going to be doing so many things throughout this weekend about it. I want you guys understanding that and getting excited about developing your own frameworks. And hopefully you start looking backwards in time about like, oh my gosh, here's all the different frameworks that I've seen Russell use on me. I doodle four of them and you guys are going to pick out the name of them just by seeing my doodles. That's the power of what we're doing. Creating things that your customers remember over and over and over again. Any of you guys right now who've gone through the Perfect Webinar Frameworks training, if you get on a webinar and you're stuck like, what do I do? You look at the doodle, you're like, oh, I know exactly what to do.

Right? It gives you the ability to serve your customers at a higher level than you could by any other thing, any other way when you start creating your own frameworks. Okay?