Transcription
throughout history, like Steve Jobs was the best at doing this, right? Um, if you look at like when he came out with the iPod initially, he wasn't saying, "Hey, I have a better way." Like, right now, you get, you can get 50 songs on, you know, typically a CD has 10 songs. He wasn't saying, "There's, you know, now we've created something we can get 50 songs on a CD." He was like, "No, no, no. It's like CDs are dead." Instead, and he pulls out his pocket, boom, the iPod, right? A dozen years later, he comes out, not just a better phone or different phone, he comes out, it's like, like everyone else doing phone calls, we have, boom, an iPhone. It was a new opportunity, right? A new category was created. And by doing that, that opens up the whole world to you, right? When you become a category of one. And so when you create a new opportunity, that's how you grow. That a new opportunity will outconvert any improvement offer all day long. And so most people struggle because they, they put themselves in a category with a whole bunch of other people. You see it all day long. Like, "Mine's better, mine's faster." As opposed to saying, "Well, it's a new opportunity I can create that's different." Like, that's the key to being successful.
Hey, this is Russell. Welcome back to my vault. Today, we're going deep into an actual vault from my mentor Dan Kennedy's company. I bought his company a couple years ago, and I had a chance to kind of go through all the, like, 40 or 50 different courses. And of all the courses, this is one that I bought and in 2011-ish, and it completely changed, like, radically changed my business, changed my life. I know it's not an old book like we typically talk about, but it is an old course from the man himself, Mr. Dan Kennedy. This course Dan sold for, I don't know, a decade or so for $1,500. Uh, as you probably know, I bought Dan Kennedy's company for multiple seven figures. I don't think I'm allowed to say the actual price. I think I was in my NDA, so I don't know exactly. I can't say exactly who paid for it, but I bought his entire company and got this course and other ones. Again, this one was my favorite. And the reason why is there's one core thing that he taught in here, uh, that shifted everything for me. And I'm going to explain how it works.
If you look at how people create offers throughout time, there's different levels, right? The very first level is what's called repair. So, right, re-repair. And so if you think back, like, go back to like the late 1800s, early 1900s, um, back in the day, like entrepreneurs, for most people, they didn't have the cash to go and like go and start a car company or selling washing machines or those kind of things, right? So they were the big brands that would create the first version of products, right? And so for entrepreneurs, the way that we built companies back then was all about repair. Like, you had a car that was broken, we're going to repair it, we're going to fix it, right? You had a dishwasher that doesn't work, we're going to repair it. And that was like the first version of entrepreneurs that came out where people were all focused on repair. And so everybody would create offers. The offers are all about repair. That was kind of the first version.
Then fast forward over the next, you know, a couple decades, the next phase inside of business after repair was called improvement. Okay? And this is, I remember, um, when I was going to high school and learning business in school, this is what they always talked about, right? In fact, you probably have heard people talk about like, if you want to be successful in business, find someone who built a mousetrap, and you just got to build a better mousetrap, right? That is what an improvement offer is. Okay? And so repair means you, like, uh, if you want to put this, let's, let's talk about this analogy as a car, right? So if, if I'm, if I'm, uh, in the repair business, then someone's got a broken car, I'm going to repair it. Okay? An improvement is, you have a car, I'm going to give you a better car, or a faster car, or a whatever. Usually, if there's an "er" behind it, like better, faster, stronger, smarter. Anytime there's an "er" when you explain your offer, then it's called an improvement offer. Right? Now, improvement is better than repair. Okay? You can make more money selling an improvement offer than you can a repair. And again, most people, I'd say 95% of businesses on the internet today are all creating some version of an improvement offer. In fact, I, I'm curious. I'd love for you in the comments down below to explain what you do and see if you use the words "er" like, "I'm kind of like, uh, Uber only faster." "I'm kind of like, uh, I'm kind of like, you know, whoever, Tony Robbins, only I'm, uh, for a younger demographic," or whatever, like whatever your "er" is, that is means it's an improvement offer.
So again, it's better than repair, but, um, there is something that's better, and that's what Dan talks about in opportunity concepts is instead of going repair or improvement, the third version, and by far the best, instead of being cut off here, uh, is what's called a new opportunity. Okay? And this is the third and the best. So if repair is like, you have a broken car, we're going to fix it. Improvement is like, there's the car, but it kind of, you know, your car is kind of lame, I have a better car. New opportunity is like, we don't drive anymore. I'm going to show you how to fly. It's changing the whole paradigm. It's shifting the whole thing, right? And so when I got into, um, after I learned this, right, was about the same time I was launching ClickFunnels. And it was interesting because I was trying to understand like, how does this work for me? How do I create a new opportunity, right? And you have to understand, a new opportunity is not typically like I'm creating a whole new product. It's how you position the product. Does that make sense? And so I started looking at it and, uh, and I realized, okay, if I would have launched ClickFunnels, I'd have been like, "It's kind of like, um, it's kind of like Mailchimp only better. It's kind of like Infusionsoft, only it's, it's, it's better, right? It's got more features. It's faster. It does this. It's kind of like Leadpages, but it builds better pages." Like, if I would have done that, it would have been an improvement offer, right? And so instead, I was like, "Okay, like focusing and channeling my inner Dan Kennedy. If I was Dan Kennedy, I was, if I was positioning this, how to do it differently." So what we did is we, we created a new opportunity. Okay? At the time, nobody was doing funnels, right? And yes, our, you know, ClickFunnels has a CRM, it has a page builder, it has email marketing automations, it has affiliate plat, it has all the things, right? It has better versions of all those. But what we did, we focused on what's the new opportunity. And for us, the new opportunity was this thing called, can you guys guess? It's called a sales funnel, right? It's like, like that is the thing. We're going to build sales funnels. That was the new opportunity that we wanted to introduce into the world. Okay? And so when we came out, it wasn't saying, "This is a better way to grow a business." It was like, "There's, you know, it's not better. This is the new opportunity, right? It's not a website. It's not this. It's a new opportunity. It's a thing called a funnel." Okay?
Another good example, if you look at throughout history, like Steve Jobs was the best at doing this, right? Um, if you look at like when he came out with the iPod initially, he wasn't saying, "Hey, I have a better way." Like, right now, you get, you can get 50 songs on, you know, typically a CD has 10 songs. He wasn't saying, "There's, you know, now we've created something we can get 50 songs on a CD." He was like, "No, no, no. It's like CDs are dead." Instead, and he pulls out his pocket, boom, the iPod, right? A dozen years later, he comes out, not just a better phone or different phone, he comes out, it's like, like everyone else doing phone calls, we have, boom, an iPhone. It was a new opportunity, right? A new category was created. And by doing that, that opens up the whole world to you, right? When you become a category of one. And so when you create a new opportunity, that's how you grow. That a new opportunity will outconvert any improvement offer all day long. And so most people struggle because they, they put themselves in a category with a whole bunch of other people. You see it all day long. Like, "Mine's better, mine's faster." As opposed to saying, "Well, it's a new opportunity I can create that's different." Like, that's the key to being successful. And so that's the real, like, of all the things I learned from Dan Kennedy inside this opportunity concepts course, this was the most powerful thing I learned because it gave me a way to position my offer that was, that was completely different.
All right. Now, I want to show you guys one little hack that I learned just recently that if you ever study with me or or read my book, DotCom Secrets, I talk about this concept called a value ladder, right? Where you come, you, your business comes in, you take somebody through this process, right? Where on the left-hand side is your price and over here is your value, right? And so as the price goes up, it increases in value. So what I always teach people is like, for example, if you're launching a new business, right? This is the thing you want to sell at the end of the day, right? Uh, the most expensive thing. This is the way, this is going to be the most expensive that provides the most value to somebody. Like, that's the dream thing you want to sell to somebody, right? The problem is, like, if I walked up to you on the street, I'm like, "Hey, my name is Russell Brunson. I know I look like I'm 11 years old, but I want to build you a sales funnel. And if you give me a million dollars and 20% of the sales that funnel, I'll build you an entire funnel." If I told most people that, they'd be like, "You're crazy. You look like you're 12. There's no way I'm going to give you a million dollars to build a funnel, right? Because I haven't provided value at to people at that point. So, what we do instead is at the bottom of the value ladder, we create something that gives them some value, right? They go through this process. If they receive value and they enjoy it, then what happens? They naturally want to send up to the next level to get more. And if they get value at this level of the value ladder, they're naturally going to want to send up and get more. Okay? Till eventually, this seems like a really good opportunity for them, right? Same thing is true in in dating, in relationships. I met my wife the very first day. If I would have walked to my wife like, "Hey, you're gorgeous. We should get married and have a bunch of kids." She would have freaked out, right? So instead, what I do, I come down the bottom of the value ladder. We go on a date. We have a good time. If she likes me and we, she gets value on the first date, and I ask her for a second date, she's like, "Yeah, I'd love to do that." Right? Then we go on a second date and then we, then, you know, it keeps progressing till eventually when I'm like, "Hey, you want to get married?" She's like, "Of course I do." You provided so much value at every step in the relationship that it makes a lot of sense, right? So that's what the value ladder is.
Now, here's the nuance I want to share with you guys that's super powerful. The best thing to sell on the front of your value ladder, 100% of the time, is the new opportunity, right? So somebody comes in and so for me, it could be maybe it's ClickFunnels, maybe it's one of my books that teaches the new opportunity, whatever it is, right? But I'm selling the new opportunity on the first tier. That's the best way to get somebody into your world, right? Then as you send somebody up, typically what happens is they, like for me, someone comes to my world, they read DotCom Secrets or they get ClickFunnels, right? They got the new opportunity, they're building a funnel. Now the next phase is then I invite them to join my coaching programs. And what's happening in my coaching programs, by the way, my coaching program, guess what I'm doing? I am helping them to make their funnels better. So, I do do improvement offers by doing it higher up in the value ladder. Okay? Now, check this out. The next tier in the value ladder, somebody comes to me and they got a funnel, it's working, but they want me to make it better. They want me to improve upon it. Then, they can hire me for one-on-one coaching where at this level, then I offer repair. Okay? So, it's kind of interesting if you look at like how the value ladder works, right? The bestselling offers of all time on the front end are new opportunities. We lead, we lead our business with new opportunities. That's why all my ads go to some type of new opportunity. After they become a customer, right? Then I've weeded out all the people. Now I'm going to help them improve at the thing that they bought with me. Then we move improvement offers. And then the back end, if I want to work with people one-on-one, that's where repair comes. So it's kind of a fascinating way to look at just different ways to weave these offers into your actual business model. Okay.
So that's what the opportunity concept m, uh, course was all about. And what's exciting for us is that recently we just republished this entire course as a multimedia book called Selling Opportunity that literally went through and took all these videos from the original course, all the books, and it's all in one spot where you can read the book, you can scan a QR code, and the video of Danny actually teaches things, all pops out because right now, you cannot buy this course anywhere on the internet. Uh, in fact, I literally bought this one on eBay because I couldn't find my copy of it. Uh, and it's the only one that was out there. So, the only other way to get this and really go deep with Dan Kennedy is if you go to sellingopportunity.com and actually get a copy of this book. We'll put a link down in the description down below, but, uh, it's kind of fun because we took something old and we've made it new so everybody can understand how to create a new opportunity inside their specific businesses. And yes, even though I spent multiple millions of dollars to buy Dan Kennedy's business to get this copy of the course, I had to re-buy it on eBay. Um, I bought it. It came with like three other courses. Uh, it cost me like $3,500 to get that. So I say all of a sudden, I probably spent $2,000 to re-buy a course that I already own the rights to because I didn't have the physical copy to show you guys here today. So that is the opportunity concept course. This is the new version which is even better here inside the Selling Opportunity multimedia book. Now, obviously, you guys should all go and buy the book, but if you just want my notes, if you'll get the highlights of the best things from this course, again, in the description down below, click on the link. It'll take you to a page where we will send you a copy of the notes from the Opportunity Concept/Selling Opportunity book. That way you can get the highlights so you can start creating new opportunities inside your business and be able to change the lives of the customers you've been called to serve. Thanks so much for watching. If you enjoyed this video, we'll see you guys on the next.