Transcription
Today, Russell is going to teach you all that he knows about business. Russell Brunson is the founder of ClickFunnels, a sales and marketing company worth over $1 billion. His books have sold hundreds of thousands of copies worldwide and are widely regarded as Bibles for online marketing.
Russell, what are we going to learn today?
So, Point number one is figuring out who is your dream customer. Number two is where are they hanging out online? Step number three: what is the hook we're going to use to grab them and pull them into our funnels? Step number four: talk about the landing page. Number five: after you got them, then we got to create a presentation to convert them to where we're trying to sell. Number six: it's about getting them to say the very first yes. And then number seven: how do we then get them to say the second yes?
Right, let's get into Point number one then: who is your dream customer? This is the step that I missed when I first got started. When I first got started, I did what a lot of entrepreneurs do: you have an idea for a product, so you create the product and then you put it out there. And one of two things happens: either nobody buys it because you weren't thinking about the customer, or people buy it, but then they're the wrong customers. That's what happened to me. I created my first offer; I put it out there; people started buying it. And because I never asked myself who I wanted to actually serve, I was just creating an idea that came to my head. I started selling it to these people that were buying my products—they were the wrong people. And um, I created a really good offer, so we sold to a lot of people. And I remember the business was growing, and the more I grew, the more like I dreaded it, 'cause I didn't love the customers. And I remember one day waking up, I was laying in bed, and I was like, "I wish that I had a boss so they would fire me because I don't want to see my customers; I don't want to go in there; I don't want to talk to them." And it was so painful that I was sabotaging my own business.
Can I say, love your customer? Is this—is this actually 100%? I've never heard that before. And actually, I actually love my customers—people, my my community—but I never really framed it that way. I thought I just assumed that I loved them because I had the product that they wanted and it could help them, you know what I mean? Like, but I have had businesses where I haven't loved my customers, so that's made me ring a bell with me that has, yeah.
So for me, made me sit back and as I—as I had that business, I was miserable. I was like, "Okay, like what if I shut the whole thing down?" I was scared, 'cause I'm like, "I'm my business," but I was like, "I'm not happy." So I was like, "Okay, I'm going to start from the ground up. Like, who do I actually want? Like, who would I go and—I would—I would work for free, 'cause I—I want to hang out with these people. They were like—I—I would enjoy serving them. Like, everything I was creating would be like helping them." Who was that person? And I spent a lot of time really identifying like who would my dream customer be. And I started—in fact, the exercise I did: I went to Google Images and I typed in like type person—the guy's name would be Michael; he'd be an athlete; and he would be—I started typing all these like phrases of what my dream customer would be. I clicked on it, and Google Images pulled up all these faces. I scrolled through the faces, so I found one, and I was like, "That—that's my Michael." So I took his face, printed it out, put it on a frame on my wall. I was like, "That's my—that's my first dream customer." Then I did the same thing for the female side. I wrote with Julie, and I wrote all the things about her, and Google Images, I found a picture; I took her, printed it out, put on the wall. I like, "Hey, this is Mike and Julie; these are my dream customers." Now, what would I create that they would be excited about? That's such a—br—start shifting how I looked at things.
You know what I love about this? Idea generation is one of the tough things for people. So people come—they try to come up with a product that fills a market gap, but they're not thinking about the people they'd like to work with, basically, right? Who are the people you enjoy—every day it would be a joy to help them? And—and that reverse engine can give you the idea.
Yeah, well, 100%, 'cause then you're not trying to be creative. Like, I'm not a very creative person, but I know who my customers are, and I'm obsessed with them, and I know where they're at, and I talk to them. And so I look and like they tell you all the ideas, like, "Oh, I wish we could do this. Oh, we're struggling because of this." Like, people—I have people all the time come to me like, "Where'd you get the idea for ClickFunnels?" I was like, "Because my—like all my customers were entrepreneurs who were trying to—trying to sell stuff online, and they were all like—they were talking about and they were trying to do upsells and all these like—all the stuff that—that we end up creating. Like, I was just listening to them. I was like, 'That's what they want; we should just make that.'" And so that's where the software came—all the books came—like everything's come off of the back of like figuring out my dream customer and then just listening to it. Everybody that knows you would have thought that you came up with the idea and then you found customers for it. It's actually brilliant. Love your customer. What else? If you're looking for your dream customer, 'cause I—again, for me, it's like personality trait—they got to be open to criticism, for example. That people listening got to realize maybe they don't know if thing, and they can—they got something to learn—that that kind of teachability kind of thing. What—what—how do you—do you look at it that way?
Yeah, I think it's—it's partially thinking about that—those kind of things, right? But then the—the biggest thing I've noticed—I didn't realize this when I first kind of started doing this—but I've noticed working with clients for a long time is they get stuck. Okay, well, I don't know who my—I don't even know who my dream customer is. And what the answer is, if you think about your dream customer is typically you 5 years ago. Like, whatever you're selling—most businesses are selling a result, right? And so if you have the result, it's like the thing you're selling is to you before you figure that result, right? And so I always think, "Go back to—go back to 5 years ago. Like, who were you?" So for me, when I got started, I got started young in this business; I was—um, in middle school, and I was collecting junk mail. I would order—I would order things online—um, like send away for free money-making kits and stuff like that. And so I would get junk mail sent to my—my parents' house every day, right? I come home from school, and there'd be a stack of mail like this big. And—um, back then my—my—my—my name—my name is Russell, but my parents called me Rusty. So I always think like, "This is Rusty. Like, what would Rusty want?" So I'd come from school, I'd grab my mail, I'd sit in my bed, and I'd open up each letter. I'd read the sales letter, and some of them I was like, "Ah, that's not fun," and some I'd read, I was like, "Mom, Mom, I need your credit card! Mom!" I'd be begging my parents. And so for me, it's like when I'm thinking about my dream customer—who was I 5 years ago? I think about 12-year-old Rusty sitting in a bed reading something—like what would he get so excited he would beg his mom for the credit card? Like, if I can speak to that guy, like that's how I'm going to create products and offers and funnels and messages that they're going to convert because that would have converted me, right? And that's what I think most people miss is that you're actually—your dream customer is you five years ago, and you got to get back to that mindset because that's how you're going to answer all the rest of the questions. You—because you five years ago, there's a high chance you know all the answers to 5 years ago you, right? Like, I'm actually helping the 20-year-old me who's stuck in business, can't quite figure out how to grow the business, can't quite figure out how to build a brand, right? So I—I totally relate to that, and I know now because I've gone through it. So if you go back 5 years, you've gained so much experience. If you can give it to someone, brilliant. What else? Those are the core things on the first step—just really—really understand that person. Again, for most, I would do the exercise where you type in the name, Google, and just print that out. Like, I—now easier, even quicker, yeah? Person for you—you like to fall in love by the time you've typed it all in, yeah? But I like that—the dream customer and then—um, I guess we're going to get into how to get the customer and stuff like that, but—um, so just—just for your personal background on when you were doing it, so what was—what was special about Michael? What was it that you said that—that was Michael—an entrepreneur? Was that part of it?
Yeah, 'cause I think the people that I attracted initially that weren't happy was like—it was like people wanted to make money on the internet—that's who started coming to me, and those people were not the people I wanted. I'm an athlete, so I like working with athletes, 'cause they—athletes have gone through something, right? They—they've had to persevere; they lose; they win; they're not just people who are scared of trying, right? That was number one. Number two is like—um, the next quality I wanted my dream customer—somebody who wasn't in there for the money, but they—they—they had changed someone's life; maybe they were coached; they changed someone's life; and they felt that feeling, you know? And they like—that was so cool. I want—I want more of that; I want to have more impact. And so I was looking for someone like that who—like they're not money-motivated, but they're very much impact-motivated. And then—um—and I kept going through things like that. And what's fascinating is the first time I ever shared that, it was—um, one of our first big events we did; we had about a thousand people in the room. And I actually put the pictures of Mike and Julie on the wall. I told—I told the criteria of—of the people, and I looked out; I said, "How many of you guys—does this—is this you?" I asked about Michael, and almost all men's hands raised—like, "That's literally me!" And then I asked the same things of women, and all of them like raised hand—like, "I'm literally Julie!" I was like, "Isn't that crazy? Like, after I knew who it was—like you were the ones who were attracted—" We had a thousand people in the room, and you're all like, "You fit that profile perfectly." And it was just kind of a really cool moment to see that. Whereas when you design it from the very beginning, focusing on that as the—the lead into any business—um, then you start attracting your dream customers. And now it's like crazy, 'cause like I would do this for free. Like, I—I hang out with the coolest people in the world, and they're attracted to the message; they're impact-driven. When we help them, we see what happens, and just—it shifts—shifts everything. I think doing it for free is really powerful. I would also do this for free. I—I love—I love helping people. This demographic you're talking about sounds like we got similar demographic. I think money is an interesting one, 'cause people being motivated by money is sometimes a good thing, but equally the most important thing is that personal drive to improve yourself—that type of thing. Any—I love this. So we're going to move on to the next thing, which is where are they hanging out. All right, let's do that.
So what's interesting about the internet—what makes this so powerful, right?—is if you know who your dream customer is, my second question is where are they hanging out? Because the reason why the internet became so powerful—it became a social—a social place, right? Where people could hang out, and they congregate together based on similar beliefs and values and things that they're excited by, right? Which is why it's so powerful, 'cause we can find these people. So a good example—whenever I share this with somebody the first time, I usually say—um, instead of hanging out, say, "What are they congregating?" And I said, "Why?" Like, when you hear the word congregation, what do you typically think of? Churches—groups of people together.
Yeah, yeah.
So it's easier for me to—to think about that way. So churches—so everyone congregates together—churches based on beliefs and values, right? So like all of the Baptists are over here; all the Catholics are over here; and like there's all these—there's all these like congregations of—of people, right? So—uh, the Mormons are over here; Catholics are—so they are, right? And so there's these like almost like a pond—I always think about this like this is a pond, and there's a whole bunch of these fish, right, that are already in here of the dream customer. So if I was selling something to Mormons or to Catholics or Baptists or whatever it is, right?—um, and I knew there's a whole bunch of people gathered together—I wouldn't go and like try—how do I get traffic on the inter—people always ask me how do you get tra—'cause I wrote a book called Traffic Secrets—how do you get traffic on the internet? I'm like, "Traffic's already on the internet; you have to go—you're not creating it; you just find like where's it already at, and then you go and you—and you get in front of it," right? And now obviously I'm not telling people to go, you know, don't go to the bath—hang out in the church just handing out flyers, but conceptually—they—that they're congregating. And then the first time I think I—I really got this—so I'm a wrestler, and—um, when I was—I wrestled in—in college, and I remember—um, the student athletes typically weren't like the best students. And so for all the wrestlers, like we had mandatory study hall every night we had to do. And so we'd—we'd go to wrestling practice, we'd go to dinner, and we come back to study hall. So I'm in study hall, and it's a room kind of like this actually, with a whole bunch of computers and all the wrestlers in there working. And I was on the website—back in the day—it's no longer there—but it's called themat.com. And this is where all the wrestling—all the wrestlers would hang out, and they're talking about wrestling, and they're talking about who won today, and you know, who's—who's wrestling this weekend, like—and—and it was funny, 'cause I was sitting there on the message boards talking and hanging out, and I looked around; I noticed every other wrestler on my team was all on the same site. We were all hanging out on the same site; we're doing our homework. And I started thinking, I was like, "That's here in my University, but this is true in like every university around the country, but it's also true in high school; it's also true around the world. Like, every wrestler who loves wrestling—where—like everyone's on this one website. If I was going to sell wrestling stuff, I wouldn't go try like, 'How do I get wrestling traffic?' Like, there's a 100,000 or a million people on the site talking about wrestling all day. I'm just going to go and buy a banner ad on the site or send an email to—or like—like all the people are in one spot, right? And so that's what's so cool about this. When you first off—when you know who your dream customer is, the second question is where are they already congregating? They've already self-selected themselves; they're already putting themselves in different places. So they're reading certain email lists; they're watching certain YouTube channels; they're listening to certain podcasts; they're reading certain blogs, right? They're on different Facebook groups—like they're all congregated. And so when it comes like, "How am I going to start getting these people to come to me?" It has nothing to do with like—like mastering traffic or knowing keywords—all that kind of stuff that people geek out on—that makes traffic super confusing. It's just, "Okay, who's my dream customer? Where are they congregating? How do I get in front of those people?" And that's—that's literally the whole game. The flip of this is a lot of people when they start a business, they say they need to build this community themselves, and they get frustrated when people don't come into their group or come into their platform. And I actually did this myself before I built a platform called Help a Bank, which is our own pond now, but for 3 years we were in other people's ponds. So we were on TikTok, where people are learning—believe it or not—we're on YouTube, where people are learning. And eventually, you—in the ponds with these people—one day you can say to them, "We've got a new pond, if you want," but it takes years. You don't necessarily need to go and—like let's say reinvent the wheel, right? And yeah, where—where else do you think they're hanging out apart from these ponds? Do you think—I can maybe another way putting it—how do you get to these people in these ponds?
This is how I've grown every one of my companies. I tell people this all the time, and for some reason nobody ever listens to me, but this is the secret. So if you really want to know what it is—um, I call this the Dream 100. I learned from Chet Holmes. And what the Dream 100 is basically—I—instead of me focusing on like, "Who are—how do I get access to all these customers?" Like, that's tradition—like going and buying Facebook ads—like I'm going to go and I'm going to target these people, which is great, and we do that—but what's more powerful is instead I build this Dream 100 list. So this is what I do—call the Dream 100. And the question is, "Who are the hundred people—the 100 congregations of people—that already have my dream customers congregated together," right? And the first thing I'll—I'll—I'll—I'll do podcasts, right? So I go to podcasts, and what I'll do is open my—grab my phone; I'll open up a podcast directory. So you go to Apple—Apple—uh, podcast, and here's like News—Worthy—Top Shows, but if you come down here, you scroll to the very bottom, and there's things as Top Charts—you're on Top Charts. And then it gives you categories—um, so this is Top Shows, but if I want to go to Categories, I click on there, and there it is. So let's say I—I want to be in the business market; I click on Business, and check it out—there are the top 200 podcasts in the business category, which means there are 200 people—'cause people listening—100 people—how am I going to find 100? There you go—straight to 200. So then I go—write down—I write down all of the 100 podcast names or 200 podcast names, and there you are. And then I go to Instagram, right? And I'm going to go, "Hey, who—who are the influencers who already congregated my people together?" I'm like, "Okay, I'm going to find this—" I start finding—I list out as many different people that already have it. And then I go to YouTube—same thing—boom, boom, boom, boom, boom—and I go find different people—to email list. And so I do some research ahead of time, and eventually what happens—I get all—I—I always say Dream 100 for me; it ends up being like three or 400 sometimes, you know? And so like when I launched my very first book, this was step number one. I sat down: "Okay, who could sell my book, right? Who's already congregated these people together?" So I did the same thing I'm talking about here. So I found all the people, and then what I did is I sent a free copy of my book to all 400 people that I found, right? And so they—and again, each person here—so this person owns—has a podcast with a whole bunch of my dream customers; this person has—
A YouTube channel with my dream customers. This person, right? So instead of targeting the customer, I targeted the owner of this community, right? So I sent them all these books. I sent out 400 copies of the books and said, "Hey, here's my book. If you like it, let me know. I'd love to do something." Sent them all out, and um, again, sent out to 200, 200 podcast people. I remember one day, like two weeks later, one guy messaged me back. He's like number 12 on my list. His name is John Lee Dumis. He owns a podcast, Entrepreneur on Fire. Like, "Hey Russell, read your book. This is amazing. Do you want to be on the podcast?" I was like, "I would love to be on the podcast." Puts me on the podcast. Suddenly, I'm in front of, you know, a million listeners. Does his podcast, we talk about the book, we sell the book, and then he likes it so much, he has an email list also. He happened to email list. He then sends like four emails: "Buy Russell's book," "Buy Russell's book," "Buy Russ book." And that one person, right there, he sold 1,500 copies of my book like that. And that was one person.
Right next day, another guy, the podcast, messaged me, "Hey, dude, want to be on my podcast?" "Sure, go to and talk to his community." And then someone on YouTube's like, "Hey, let's do a collab video. We'll do an interview together." Sweet. I do YouTube and like do this whole thing. Eventually, sell hundreds of thousands of copies of my book. And they're really easy. So let me launch ClickFunnels. How do we launch ClickFunnels? Sat down, build a dream 100 list. Who are the people that already are my dream customers congregated? Build a list, message them all out, and we built a billion-dollar brand off the back of just doing that. But anything else we need to know about um, where customers hang out? Anything you think we, we make sure that's the core thing.
And then the last thing I would add is, is that when you start finding these congregations, there's two ways to get access to them. One, uh, one is to build a relationship, uh, and that's the best, 'cause then if they're promoting you to their audience, like it's going to be the best. But a lot of times you can't, like, for example, when I first met Tony Robbins, of course, he's like number one on my dream 100, like Tony Robbins, come on. And so I like started reaching out to him, and um, and it took me actually, so I, I got to know Tony Robbins. I met him about, about 15 years ago now. I built that relationship for about 12 years, and um, over 12 years, I never asked him for anything. I did what your Shir said. I was just, I gave without taking. I was just like, "This is Tony, how can I serve him?" I was helping him. I was like his staff was calling me. I was like consulting for free, just whatever I could to serve him, right? And 12 years into it, this when I launched my second book, Expert Secrets, I remember Tony was speaking at my event, and I was so scared. I had the book. I was so scared to give it to him. And the event was done. He's about to leave, jump on the plane or whatever. I was like, "Can I give you something real quick?" He's like, "Yeah, what's up?" I'm like, "I wrote this book, and uh, I want you to read it." So he's like, "Okay." So he took it on the plane and he read it, and then afterwards he messaged me back. He's like, "Book was great, um, I love to prom…" I was like, "What?" And so we end up doing a Facebook Live to his audience, and uh, it got like four or five million views, and we sold a ton of books. But what's interesting, this is, this is the lesson for you guys, it took me 12 years to get Tony to say yes, right? And you may think that's like, "I don't have 12 years to invest in this," so what's cool about Facebook and Instagram and YouTube is, during those 12 years I was, as I was building a relationship with Tony, they give you the ability to show ads to those people. So I said, "I know that Tony's people would want my book anyway," so I told Facebook and Instagram, I'm like, "This is my, my dream 100. I want to get that person someday. I'm yet," so I'm going to pay for ads and I buy ads and just show to Tony's audience. And all of a sudden, Tony's people are seeing my ads all over the place, 'cause I know he's my dream 100, he's already congregated my people, so I'm going to buy ads on his, on his Facebook following, on his YouTube channel, right?
So the dream 100, there's again, there's two ways, right? Um, whenever I draw this, I always show like, um, there's a dream 100, right? So we have these lists, right? The first way, the best ways to work your way in. So if I can work my way in, that's the best, right? But it takes time and effort and energy, and I got to build a relationship. And the second way is to buy your way in. That's, that says buy your way in, right? So I'm doing both at the same time. Like this is not as good, but I can pay to get access to the, to the following, right? Which is what paid ads are about, and what all those kind things we talk about a lot. And at the same time, I'm working my way in. If I can work my way in, this is always better because then you're get a per, you get a personal endorsement from the person. They'll, they'll be recommended to audience is can to convert higher, like everything's better there. But I can still get access to them immediately because these platforms allow you to do that, which is crazy. Same, hey, I want to show this ad to everyone that follows Tony or Simon or what you like, you can just target those people and start showing their audiences your ads prior to you ever having it done.
One of my friends, Telman, I met him, man, 15 years ago now, and he actually did, he didn't call this, but he did something similar. I remember he called me one day and he was like, "Hey, we promote my thing I was doing." I remember I was like, "No, it didn't make sense for me." And he's like, "No worries," and he hung up. And then, um, probably three months later, um, all of a, I started in my email inbox, I saw like 30 people I know all emailed for his, his thing. They're all showing up. I was like, "Interesting." So I called him back. I was like, I was like, "How did you convince all these," and he was a nobody, had no name at the time, like, "How did you convince all these people, who are big names, to, um, to promote you?" And he's like, "Oh, dude, it's really fascinating." He's like, um, he's like, "I actually messaged like I think there was like 60-something people that told me no, no, no, no." He's like, "All 60 people told me no," and he's like, "One person, my 63rd person said yes, and then I called the 64th person. I was like, 'Hey, I'm doing this deal, so and so said yes, would you want to be in?'" He's like, "The next person said yes, and next person said yes, the next 20 people all said yes." But he had to go through 63 nos to get one yes, and he leveraged that yes to the next person, like, "Oh, so and so, and so and so is in, do you want to be in?" "Two cool," and so and so and so and so and so then you want to be in, and then everybody else said yes. And so social proof behind it as well.
Now, like Russell just mentioned, having resilience when fa with rejection and struggles in business is all part of an entrepreneur's journey. If he hadn't kept pushing through all of those nos, he wouldn't have got the yes that he had been waiting for. Many of you watching this video will go through similar experiences, and so it's important to understand that rejection and failure is all part of the process when starting a business, and it's how you tackle these challenges which really defines who you are as an entrepreneur. I myself have invested in 78 companies in my career, many of which have failed. I have lost lots of money and time doing so, and those failures were painful, but along the way, I learned so much from these failures. Failure isn't just about the journey of making or losing money, it's about the friendships you make along the way. When you stand by people that fail, they will forever be grateful. And so failure has been nothing but a benefit to me and has helped me grow my businesses from lessons that I've learned. I have collaborated with PayPal to help enable busy entrepreneurs like yourself to have the confidence to keep pushing when times get hard and succeed. PayPal helps make life as a busy entrepreneur a little easier by simplifying your online payments. PayPal could help take the stress out selling through streamlining your online payments platform into one single integration. This could save you time and money, which is super valuable when you're running a small business. PayPal also offers online payment methods your customers love with one secure solution. This means customers have the flexibility to pay however they want, which could help result in fewer abandoned carts and help ensure successful transactions. So what are you waiting for? Go fail and explore how your business can benefit from using PayPal today and eventually Frye hookbait. Okay, what do we need to know?
Okay, so for me, again, I look at these, these congregations, right? So I'm going to draw a big picture of a pond, and I have all of these dream customers inside of it, right? So these are the people that are my end customers. I want to get, you got a pond of fish, your dream customers all hanging out together. How, how would you get them, right? Well, I stand over here and a smile. I would throw out some bait in there and try to, try to capture them, right? And so bait is like how we're getting these people now, right? Because again, we're not creating traffic. Traffic is already there. They're already listening to this podcast. They're already watching the YouTube video. They're already on social, Instagram, like we're already spots, right? So my job is, I got to, I got to grab their attention. You think about this, like most people are on the phone, and they're sitting there, they're scrolling, they're on the couch, they're sleeping, they're in the bathroom, like they're scrolling, right? And they're looking at a 100, a thousand, 10,000 things a day, just scrolling. So our job is the hook, right? The hook is the thing that grabs their attention, so it stops them, like, "Whoa, what is this? What is this thing?" We got to throw a hook out there to be able to get him. And so we're throwing out hooks all the time, right? Hooks could be, it could be a piece of content that's free, it could be an ad, it could be whatever. We're creating something to grab their attention, 'cause right now they're in a, they're in the spot, they're have, they're, they're in the community, they're doing their thing, they're there to learn or to grow or to connect with people. So it's like, how do you create something that grabs their attention, right? So back in the day when we were doing the wrestling stuff with the mat.com, the only way we could get hooks is they sold banner ads on the side, so everyone who was trying to compete for the wrestlers, like the shoe company with had banner ads there, and then the, the, the VHS tapes, the training, how to become now, you're sh, away, all those are there, are all hooks that grab people's attention, right? For me now, it's like, okay, if I'm going to be targeting Tony Robbins' audiences, like what's the hook I'm going to throw that's going to grab their attention, right? 'Cause they're just scrolling all day long. They're seeing 10,000 of people like me, all competing. What's the thing I have that's going to grab their attention, right? So that's, that's where we start. And the hook is something, so if you look at, um, my core framework, I teach all three of my books, um, goes this, goes hook, and from hook we move to story, from story we move to offer. Okay, so offer is the thing that we are, that we're trading something, right? Sometimes it's the offer money. I'm going to give you the U, I'm going to give you money in exchange for, for information, for a product, or whatever. Sometimes the offer could be like, "Give me, uh, give me your email address in exchange for information." Sometimes it's just the offer is, "Click on this link, I'm going to show you something cool over here." So the offer could be simple as just clicking. And typically here, that's the offer is, is a click. The hook is how we stop somebody's scroll, and the only goal of the hook is to stop it just long enough that we can tell someone a story, and then the goal of the story is to increase the perceived value of the offer we're trying to make, right? So for example, um, when I launched Expert Secrets book, I had a thousand ads. We run tons of them, right? The one that was probably the best was me holding my book, and we had dumped gasoline all over it. This is not smart, by the way, don't do this, because gasoline drips down and it's coming down my arm, and we light the book on fire. Warning: This is not an idea for you to try. This is not an idea for you. Yeah, professional, we did this. Yeah. So it was dark outside, and my book was on fire, and there flames like, and I, I'm holding while gas is dripping on my arm. I'm hoping it doesn't catch on fire, like I'm like, my book is literally on fire, so like I'm doing that, right? And so someone's scrolling, and all they see like me with the book on fire, and like I'm kind of freaking out. It's like, that's going to stop you, right? So it stops like, "Ah," hook was like, my book's literally on fire, so I stopped the scroll, and then they're like, "What is this?" They click, they click the sound, right? Comes on. Now, now I have a chance to tell them a story, and the only goal of a story is to increase the perceived value of the offer, so the offer I'm trying to give is give them to click on link to go buy a copy of my book. So I'm like, "Hey, uh, thanks so much for stopping, like this is my brand new book, it's literally on fire. If you go to Amazon right now, it's $20 to get it, but I want to give you a free copy. There's my offer. I'm going to give you a free copy. You click link down below, uh, all you do is you cover the shipping, handling, will ship one out to you, and it's going to be amazing. I'm like, and this book's awesome, like go get a free copy, click down below," right? So hook, told them a real quick story, it's not long, just up to increase the value of the offer, which the offer is the click, click on this thing, and you're going to get $20 on Amazon, you get it for free if you come to my funnel, click over here, and boom, now we got him, right? And that video was seen, you know, probably 10 million times, sold I don't know, 20, 30,000 copies of the book, right?
Idea generation, when it comes to things like hook, is, is there a formula you follow for that? 100%? So what I do, it comes back to dream 100, like I'm studying those people, 'cause not only they my, they have my dream customers, they're speaking to my customers, they're selling things to my customers. And so my favorite thing, um, Facebook a couple years ago got in trouble from the government, and so they had to change things. So Facebook will show you every single ad that somebody is running. So what I do is, like, for example, I would go to your Facebook page and go to your, your page you're running ads from, and there's a, you have to, they move it every once in a while, to click around, but you're looking for, um, for the, the tab that shows like transparency, and then ad creative, and then you click, you click three or four clicks deep, and boom, it pops open. Here's every ad that you are currently running. And so I can look at all of them, which is really cool, especially if you're launching a book right now, and I'm launching a book, like what is he, what are the ads he's using? So I find, um, I'm looking at all the dream 100, like what are they doing right now to sell to my customers, because I'm competing against them. So what are the hooks they're using? What are the things they're throwing out there? And I just watch everybody's ads. I'm kind of a nerd, but I'll watch all the ads, especially ones that have been, that are running for a long time, 'cause if it's been running for, you know, it's running for a week, you have no idea if it's working, but it's been running for a year, two years, the same ad, there's probably either they hate money and they're just burning it, they hate money running crap ads all the time, or something amazing is happening, right? And so I'm just looking at other people's ads all the time. Like you said, it's modeling, right? Like, like in fact, the book on fire, that was not my idea. Dean GRC was burning his book. He guarantees he copied from someone else. Um, okay, landing page. I feel like this one could be a big one. The landing page is one of, like, I, I know people talk the least about it. They're always worried about all the other pieces and stuff, but the landing page is like the most important, 'cause they just came from this social experience, right? If you go to a party and let's say there's 100 friends hanging out, right? And the guy comes in, he starts trying to sell you at the party, it's just awkward, right? It's like, "Who's this guy? Like, get him out of here." So you go to the party, you throw a good hook out there, it's like, "Oh, this is awesome. You want to come back to my house? We got some cool things happening," and you're getting people to leave social and they're coming to your house. So the funnel was like, this is your house, this is, they're coming back to your house, and now you have the opportunity to start talking to him, right? And so if you look over here, um, this is, let's say this is, we's say social, this is social media, right? Over here, and we're sending them now to, uh, to a page. Okay, now over here, again, we told you the, the key is like hook, story, offer. Now, what's interesting is that this framework, hook, story, offer, is the key to everything. People pay me 100 grand a day to consult for them, and they come to my offices, they always wonder like, "R my funnel is not working, what's wrong?" And it's always one of three things. It's either the hook, the story, or the offer, every time. So there's a $100,000 consulting tip, like just look at every step inside your process, and if it's not working, it's always either the hook, story, offer. Okay, so landing page is the same thing, right? Over here, the offer we made is like, "Click on this thing, I'm going to give you a discount or a thing, something," right? So that was the offer. Now, here on the landing page, and now I'm making them another offer, right? And I have to use the same process. So there's going to be another hook, another story, and another offer. Now, typically the story on the landing page is not going to be really, really big, it's more hook and offer, right? So the hook here is probably going to be a little different than this, but the hook is going to be what's the thing that I am trading you, right? It's like, "Hey, thanks so much for coming here. I'm gon to give you the first three chapters or what's your dream for free when you give me your email address." So the offer is, "I'll give you this for free when you give me this," right? It's a transaction. It's an offer. Is so I have landing page, and so I'm going to have some kind of headline. Um, the key, the secret to headlines to make them work on a landing page is curiosity. That's the most important thing. If people come to your landing page and they think they know what they're getting, or they think they know what the thing is, your ad costs will go up dramatically, and your opting rates will go down. When they show up and they're not quite sure what's happening, but they're curious, that's the big secret. Like, the more curiosity you can have in a page, the better. That comes down to this hook, right? Like, like you…
Just clicked on the thing for the, you know, my book on fire, coming here. I'm trying to create curiosity, then I'm going to tell you a story. And again, the story is usually going to be very, very short, for I'm just trying to get their contact information. I don't need a long story to get that. The story could be like, I wrote this book; I've been traveling; I've been talking to people on the street, asking them what their dreams are. I wrote this really cool book, and the first three chapters you get for free when you give me your email address—boom. So very short story, and it could be it could be a video here, or it could be just written out in text, and then you ask for the contact information, the email address. And so that's the gold landing page.
And so I think about this when I'm looking at a funnel, right? So like if you look at a funnel, this is the direction of a funnel, right? So this is the top of the funnel; it gets smaller, right? So you have, you know, the world's—what, 8 billion people—and then there's like, yeah, there's like 6 billion on on Facebook, whatever, or YouTube. And then from there, there's 1,000 to watch your video; from there, there's 10,000 that'll click and they show up here, right? So let's say, let's say there's 10,000 people that see your ad or see your content, whatever, and uh, they click on it. So then over here, um, yeah, 10,000 people land on this landing page, and then the goal is to figure out, um, of the 10,000 people here, how many, how many of those 10,000 people want what you have enough that they're willing to trade you information—exchange for email, email address, right? Cuz I don't need all these. These people aren't going to buy if they're not willing to give me their email address in exchange for information; not going to give me their credit card in exchange for information, right? So I'm qualifying people right now. So I'm saying, here's all the people who are who saw my ad; I'm going to qualify these people who are willing to trade information in exchange for uh, email address. And that's kind of the goal of a landing page—is to qualify them. And then again, framework—the same: looking at a hook, story, an offer, and that's how we make the landing page work.
I think a lot of people that I see make the mistake of trying to get money off people straight away, and that and that is even more scary for people. At least if you got their email address, and you can then connect with them and make a relationship with them outside of this funnel, into another funnel, but like that, that way people don't feel, yeah, people are too greedy too quick. You think about like what we're actually doing here. Remember step one, we talked about finding your dream customer; like we're just cur—we're making our own congregation of our dream customers right now. We have an email list of 10 people, 100 people, a thousand, 10,000, 100,000, whatever, of your dream customers. Now you have your own congregation, and what's powerful about this is like then when you or you know whoever's listening to this, when you write a book and you want to launch it, or when you have a new offer comes out, or you have something, I don't have to go buy ads or go do—I log in, write an email, click Send, it goes out to 100,000 people, and traffic instantly shows up. One too many, I'm really excited about hearing about this; this is one of the secrets.
So having a funnel is great, but the only real goal of a funnel is is for you to be able to make a presentation to them eventually, right, to sell them something. And what's interesting is you look at traditional business; most sell happens one-on-one, right? Face to face, on the phones; it's very much like that now. For me, when I got into business, I'm an extreme introvert; I get scared talking, especially selling on one-to-one, face to face; like I really struggle; could not do so. For me, when I was got started, I was like, I have to figure out how to sell differently, right? And so the the way I learned it initially is I would I would go to seminars; I'd watch people step on stage; they would make a presentation for 90 minutes, and then they would sell something at the end, right? I started watching people do this, and it was like, have you—I'm sure you've seen it before, right? People run to the back of the room; they buy stuff. And I remember seeing that and uh, and I was like, this is this is amazing; I have to learn the skill set. Like I remember the very first event I went to; I had no idea; had never seen events before like this. I sat down, and I'm there with my laptop taking notes. The first guy speaking about something, he does his presentation, then he makes he offers a $2,000 course, and I remember watching the room—people jumping up and running to the back room with their credit cards. And I was like, what just happened? I started doing the math; I'm like, $2,000 offer; I was doing the math in the back room: 2, 4, 6; I was like, he made $60,000 in an hour and a half. The next guy gets up on stage; he does his presentation; he's selling a $5,000 offer, and I'm watching this, and people start running to the back for $5,000. I was like, 5,000 people running back with a card. I was like, some of them are actors, though. Con—they sometimes now I see people doing that as actors; like I'm paying you to run to the back, scream; I'm doing this, you know, a bit of a—her mentality a little bit, right? Remember MTH, that guy made over 100 grand. I was like, okay, I have to learn this. And I remember, um, so again, this is almost 20 years ago, and I have funny footage of me trying this. I went to my very first event to speak, and I got on stage; I had a just tie on; I was trying to be all very busy, and I tried to I was trying to sell—it was so awkward. I tried to make the pitch, and nobody bought—like not a single person. I was so embarrassed, and I remember I was like, I'll never do this again; I'm too introverted; this is like so painful. But I kept going to see people doing that; like I'm like, this is a learnable skill; other people can do this; sales is a learnable skill; got to figure this out. But I realize that selling one-on-one versus one-to-many is different, right? Cuz if I'm speaking to 100 people or a thousand people or on a funnel, it could be millions of people, right? I don't know; I can't talk to each person and resolve their concerns, so I have to learn how to tell stories in a way that will convince a lot of people at once to buy something, right? And so I spent the next, honestly, decade in my life learning this. I went to I went—I studied from people really good; I started going to every event; I would just take notes on the speakers and what they were doing and how they were doing it. I got better and better.
Just kind of to wrap the story, four years ago, I spoke at an event, and the the record—the world record of the time for most back-of-the-room uh, sold in a 90-minute presentation was like $1.4 million. And uh, and so I I had a goal; I was speaking at Grant Cardone's event; there's 9,000 people; I was like doing the math; I was like, hey, if I did this. And so we had this whole goal, and we went, and um, I did my 90-minute presentation, and we closed $3.2 million, and I like the most awkward—to setting the record—that is amazing. And what do you think? I mean, again, I—what I love about this story is that people listening are introverts; a lot of people who are introverts think they can't sell, so you can—there's definitely—a learnable skill; sales is definitely a learnable skill, and you can use your personality to sell, right? So actually being an introvert and selling is kind of a superpower, cuz there's not that many introverts selling, right? So but what do you think the main learnings were in that process?
The biggest thing I learned is like when I'm speaking one-to-many, I'm not trying to sell people things; what I'm trying to figure out is like what's the belief that they have that would keep them from buying what I'm trying to sell; like that's the real question, right? What's the belief they have, and why do they have that belief? Like something happened in their life; they gave them that belief, and so they're telling themselves a story; like this is the story I have, why this why this would never work for me, right? Like it could be business; like, well, I like watching business stuff, but it never worked for me because I tried a business in the past and it failed, or my dad was a business owner; he failed; lost all his money, so it's not going to work for me, so I have this belief. And so they have the story that that the the belief created the story, right, that goes in their mind every time they get introduced with an opportunity to do something; like, oh, the story subconsciously pops up: I would, but I have the story that I can't do it because of that reason. So my job when I'm doing a presentation is I'm trying to figure out what's the false belief they have; what's the story they're telling? What story do I have that will trump their story? If I have a story that's better than their story, it'll rewrite their story. And so when I do a one-to-many presentation, like that's the whole the goal is like, what are the false beliefs they have that keep them from moving forward with you? And you got to tell tell them stories. And so you look at this, like I look at any good funnel, right? They're coming here; they're coming to a landing page; I get their contact information, like we talked about, right? Then from here, it's always eventually going to send them some type of presentation. Now this could be uh, what we call a video sales letter, or they call it a VSL, right? So it could be a VSL, which is basically—now there's a video of me; it could be a 20-minute video of me telling some stories about this thing, breaking the false belief, and then at the end I make an offer. So if you look at this again, there's going to be a hook to watch the video; there's going to be a story, which is the stories I'm telling inside the video to break the false beliefs, and then make an offer: hook, story, offer. Could be VSL; sometimes they register, and/or they give me their info, and they're registering for a webinar, right? And I love webinars; this is how I built our entire ClickFunnels business was by doing a webinar, right? And all the webinar is is a one-to-many sales presentation; I have 90 minutes with them. So, um, sometimes I do uh, get people to register, and then the one-to-many presentation is a challenge I run over 5 days, right? Everything the funnel is leading eventually to a kind of presentation where I'm going to tell them a story to break their false beliefs and then make them an offer to buy something. This is the first time in the in the funnel where actually the offer isn't just—here we're trading their email address for information; here we're trading money for information, for product, or whatever that thing might be, right? And it happens here. Okay, yes. All right, what do we need to know about this? All right, this is the first time we get them to buy something; this is where we make the offer, right? So this is happening during the one-to-many presentation. Again, we've gone through; we made the presentation, and the last thing we do—again, we talk about this again—we got hook, story, offer. And so the hooks get them on—gets them there, right? The story is the webinar, and then the offer. This is the piece that a lot of people mess up. So the offer—there's two ways to have the cheapest product in town, right? One way is you have something, and um, if you want to be the cheapest person in town, you try to lower the price, right? And so in commodity-based businesses, you see this all the time, right? You go to the store, and you'll see a shirt, right? And the shirt's on the rack, and let's say it's 100 bucks, but any store can sell a shirt, so like, next—I can sell for 90 bucks; I'll sell for 80; I'll sell for—so like it's this race to the bottom, right? And the guy who sells it for $20, he gets all the customers, but there's no margin, and that's how they lose, but they have the cheapest price in town, right? So that's how most people do it. My first mentor was Dan Kennedy; he told me one time—it's so powerful; he said, he said, um, there's no strategic advantage of being the second-lowest price leader in town; like if you're Walmart, you price—there's a strategic advantage there, but if you're the second-lowest price, there's no strategic advantage to being the second-lowest price; there's a huge strategic advantage to being the most expensive. So what I try to do is like, how do I make my product seem cheap, not by lowering the price, but increasing the value, right? And so getting them to say—the first GS is all about making an irresistible offer that's that's really, really good. So whenever I'm building a presentation or making an offer, whatever, I always start with—I call it the stack slide. What I'm going to do is I'm going to I'm going to stack like all the value. So the first thing you buy for me is you're going to get this thing, right? This could be a course, or it could be a product, or could be whatever, right? There's the first thing, and the second thing you're going to get is this, and the third thing you get is this, and I I add all these things to increase the the value of the thing to where it seems inexpensive, right? Cuz all money—all all transaction is someone's looking at—they have a $10 bill; you've got something, and they're saying that thing you have is worth more than $10 to me, therefore I'll give you $10. And you're saying the thing I have is worth less than $10, therefore I, you know, that's how the the transaction happens, right? So I got to create something that increases the value. And so I created a really cool offer that someone's going to buy. Now my favorite story of this—I was speaking at um, I was speaking at Garrett White's event, and he wanted me to speak about offers to people to help his his audience understand offers, and I had just bought—in fact, this phone—I didn't get a new one, smashed, now, but I just bought this phone, and I remember I got on stage, and I was trying to give a case study: like, oh, I'm going to I'm going to pull this out. So I pulled this phone; I said, I bought this this new phone at Best Buy last week for $800. Who here would give me $800 for this phone? And like, there's one Russell fan in the back like, oh, give me $100, but nobody else, right? And I was like, how many of you guys would give me $500? A couple hands—on $300, $200, by $100—like most—I'll give $100 for the phone; like I can sell it to my kid or whatever, right? Um, I said, okay, now I'm going to show you a magic trick. The exact same phone—I'm going to make it worth a lot more money. I said, okay, well, you guys know about this phone; this is my personal phone, and I just bought it last week; I transferred all my things over. The first thing I transferred is all the courses. I said, I am the biggest course junkie in the world; I've bought every every course, every coaching program in business, marketing, personal development, sales, known demand—like you name it, I have it; I've invested in it; um, I pay ticket price; I buy the event, and then I get the courses and recordings; my account showed me uh, the numbers, and I said uh, over the last three years, I spent—it's like $485,000 in courses. And as soon as I get the course, the first thing I do—my brother takes them, and he rips them into audio, and I put them on my phone, so I have almost half a million dollars of courses on this phone; they're all on here. Number two is um, my personal Rolodex; so I've got Tony Robbins' cell phone number on here; I've got so serious data—if you did actually sell your phone at this point—I've got all these phone numbers here, so I did like my network; I haven't spoken—spent the last 20 years building—put a price on this. And I go next, and I start going through all these things on my phone. I said, I want to open the auction. Who, who here would give me 10 grand for my phone? Every hand went up. Like, who would give me 15 grand? 20 grand? I was like, you guys are going to be serious, cuz someone here is going to buy this phone today, so don't raise your hand if you're not willing to come and give money. Make 40 grand? 50 grand? 100 grand? 200 grand? Got all the way up to $500,000; there were still three people's hands raised. I said, you guys come up here; like you got to be willing—when you guys check half a million, you got to come up here; you're serious. Like three guys come on stage. I was like, 15 minutes ago you would give me 100 bucks for this; why would you give me $500,000 right now? Handed the guy the mic, and he said, he's like, honestly, after you told me everything that's involved in there, it seems really inexpensive. I was like, that's the magic, right? You create an offer that's so good—someone looks—man, I'd be—I'd be more—iPhone does that with their, you know, their App Store access and music, and making it easy to sync; they're not just selling a hardware product; that's why people don't understand; they think the Samsung phone's better; why does that sell so well? They're offering value, aren't they? Extra value. All stuff—we we did something very—I I had—I have hoodies; we were selling, and I gave a hoodie to a young guy who wanted to start his own fashion brand. I said, well, here's a hoodie; I'll put your video up, and you want to start your own brand, and we'll put it up online, and if anyone buys your hoodie, I'll go for lunch with them as well and record their dream. And so bidding in the comments started happening: $65 to buy, right? $100, $200, $500, $11,000. And basically, we actually stopped it at 11,000, like $11,000 for a hoodie, and we sold—free for him; he got $11,000 for a hoodie. Basically, you just add value; people don't—people are so willing to bring the price down, and they don't use their brainpower to add value, and that's like a another secret source to it: what can you add value-wise so that people will be willing to pay a little bit more for your product? Yeah, so this is fun for me. Actually, have you ever read the book *If You Give a Mouse a Cookie*? No, no? Okay, well, this is your homework assignment. So there's this book about this mouse, and you give the mouse a cookie, but after he eats a cookie, he's like, I'm thirsty now; I need a glass of milk. So he gives him a glass of milk, and then he gives a glass of milk, and he makes a milk mustache; like, ah, I need to go wash my face. Goes and washes his face, and so like it's this whole series of events that keeps happening because you give a mouse a cookie; you had to do like 20 other things, right? Same things happen when you make an offer, right? So if like, for example, when I make my offer—people—ClickFunnels—like, I'm going to give you this funnel software; it's called ClickFunnels; it's going to change your life, right? So that's the first thing I offer here, so that's the cookie; like, sweet, I got Click—I have funnel software. I'm like, you don't know how to actually use it, so the next thing I'm going to give you is I'm going to give you a course—the 6E course—it walks you exactly how to use it. Like, oh, cool, so now I got ClickFunnels software; now I got the course. Now they need—well, I don't know like what to say in the funnels; like I could build a funnel, but like, you know—was like, oh, well, let me teach you copywriting; so we have copywriting scripts and software, that—now you got the copy; now you got the funnel software; you got the training and the copies taking care of your funnels—what else do—
You need, like, oh well, um, I don't know how to get traffic. Like, oh well, I'm going to give you traffic. So I'm going to give you my course on traffic. It's like I'm giving them all the things they need to get the result they actually want, cuz they don't even know these are problems yet. Everything else in the offer, but they're going to know that, cuz you, you've worked some, right? So I know, like, I'm going to give you this, and then that'll solve one problem, but it'll create a new problem. So what's the next you need? Okay, this, it'll solve that problem, but then creates a new one, and do everything in the offer until it's like, okay, now you have a complete solution. Now, if you have this alone, you can go be successful with it, and that's how you create an irresistible offer, that, that people are like, I have to give you money for this. This makes, like, there makes no logical sense not to.
Last, but not least, second yes. Oh, so okay, there's no second, no, there, this is really the Magic in funnels. So the hardest thing to get people to buy is the first thing, right? Cuz I got to convince you that this is, like, again, someone's come to my world, they want to buy ClickFunnels. I got to convince you that you want to start a funnel software, or you want to use, use funnels in your business; you're going to need the software. You like, I, it's a heavy lift to get them to say the first yes. After they've already said the first yes, now they're like, they're committed to that. Every yes afterwards is infinitely easier to say, right? So, for example, like in my, my book funnel, so I know you're going to be launching a book soon, we should talk about book funnels eventually for you, but I have a book funnel, right, for all my books, and I drive people to it, and the first thing I'm selling is a book, and I sell my books, they're free, you just cover like $10 shipping and handling, right? And you think like, oh, that's an irresistible offer, should be easy. That's the hardest thing I sell in the funnel, cuz I had to have a long-form sales letter. Here's the bullet points you get, here's the testimonial, here's, like, I work so hard to sell this $10 thing, right? They paid $10 shipping and handling for the book. Then the next page, just like, they've already committed, now, like, I bought Expert Secrets, I want to become an expert. I bought Traffic Secrets, I'm going to learn traffic. The next yes is really simple, just like, cool, so you decided you want to get traffic, you know, for $297. There's other things you can get as well, and usually my, my video to sell this is like 2 minutes long, max. I'm selling a $297 offer, and they just say yes, like 30% of people just click yes, boom, yes, super easy. We have a $10,000 coaching program we sell, and this is hard; it takes me, I have a 3-day challenge event I go through to get people to buy that. Next page over here is, uh, there's a video, it's like a 2-minute video for me, and a 2-minute video is saying, okay, you used to invest $10,000. I actually have a $25,000 coaching program. You've already invested 10; if you want, I'll apply that 10 towards the $25,000, and you can upgrade to $25,000. They've already, they're already that far, right? Now it's like 46% of people say yes to the $25,000 offer, amazing, right? Um, since, try, if I have a $1,000 offer, and now we have a $1,000 offer we sell, um, from the $1,000 offer, uh, this is teaching people how to build funnels for themselves. We have a certification program for 5K. The next page we say, hey, by the way, you're learning this, certified that way you can do this as a career for other people, like, sure, and like 30% people click yes for a $5,000 upgrade. So the second yes is so much easier, and most people skip that. This is where the profit inside of a business is made. I'm very much heavy on, we pay for ads to get traffic, organic, you have all sorts of profit, right? If I'm paying for ads, usually this first thing I'm selling is just covering the ad costs, and then this is where all the profit comes from is the thing on the back end. And so having the second thing, um, one of my mentors wrote a book, and in there, talks about his name is Mark Joyner, but in his book he talks about, like, um, you sell a customer a glass of water, and then, then you sell him a second glass. Like, the second glass is so much easier, cuz they already took a drink. Yeah, I like this, I want some more, right? And that's a lot of people are forgetting that's what funnels are so powerful, because getting them to say the second yes, or the third yes, or things like that, is so much simpler because you've done the hard work, built a relationship, you did the, break the false beliefs, they invested in something, and you're like, hey, you want to upgrade? Yeah, might as well. You think about airlines, right? 30% of every airline, people spend five times as much money for the first-class seats, they're a little bit bigger, because it's like, I'm going to upgrade, might as well. I think airlines miss a trick when you're standing at the counter and they don't offer you the upgrades anymore, even though they got the seats, because I walk, you see it, you're in business class, you probably spend a little bit extra, you're upgrading to first class, why not? I have the experience, but yeah, this second sell is missed by a lot of people. Um, I think I've missed it at points in my life for sure. We just did, um, just for fun, we launched a sweet brand called Busses, it was about $10 for the sweets, and we just, just testing, we put out 1,300 people bought it. We're like, okay, they bought sweets, they bought the sweets, but the thing was really amazing is that we got everyone's email address, and we emailed them saying thank you for buying the sweets. They actually replied back saying, one, we'd love to buy more sweets, easiest sell in the world. A second back thing is, what else you got going on, you know, love to, love your product, anything else going on? People, the second sell is actually even easier than you think, because people even want you to come to them with something, annoyed like, is this all you got? Like, what else do I have? Exactly. Yeah, the upgrade thing is really powerful. I'm actually, though, shocked at 10 to 25, 46%, but you've done a very good job in the qualifying round piece, right? So you target it properly, your messaging is very clear, cuz yeah, I think that's, but that's, there must be a third, third yes. Oh, there's always more yeses, four yeses, we could just keep going forever on this video, it's funny. Um, so, uh, I don't know if you know Ryan Deiss, but me and Ryan Deiss were in a masterminding group together, Dan Kennedy's Mastermind, this is back, man, 15 years ago, and I remember we, we were like the young guys at the time, we like 21, 22 years old, we're in this group with all these like big business people, we're so excited, and I remember we were in, in the Bahamas at this event with these guys, and Ryan came to me, we're talking, he's like, like he's like, so did you buy Jay Abraham stuff? I bought everything. He's like, me too, and then he's like, who did you buy this guy from? And we're going through all the gurus, like, yeah, we bought that, we bought, we bought everything. He's like, why do you hear Dan Kennedy? I was like, I don't know, and he's like, Dan's the only one that kept selling me stuff, that's why I'm here, everyone else stopped, right? And one of my big beliefs is that a buyer will continue to buy from you until one or two things happen: either number one, you offend them, or number two, you stop selling something. And so yes, there's always an offer after the offer, after the offer, like, it's crazy for me, like I've got, again, we have our $10,000 Mastermind, we have 25,000, we have 50,000, and then I remember a couple years ago I was like, I wonder if anyone would pay me $150,000, so I launched a $150,000 Mastermind, sold out in an hour. I was like, I wonder if they'd pay 250 next year, we launched a $250,000 Mastermind, sold out in an hour. So I was like, I don't know what the limit is, right now I still don't know, but the pricing is another thing I, I, because I, I, I built a creative agency, and the first person I worked with was a creative, she was designing a brand, I'm like, how much for that? She's like, $5,000. I'm like, no, that's 50. And I thought, she's like, no way, they're never going to pay 50 for me to design a logo. I'm like, let me try; we got 50 for it. I realized it's worth a million. I limited myself, even in that moment, I thought she was limiting herself. I'm like, no, you're undercharging. I'm going to charge properly for it later. I found out what the big companies charge. I'm like, we were undercharging at 50, I was taking the piss out of her for charging five. We limit ourselves, don't we? We, we make an assumption about what people would pay, and we don't actually test it. Mhm, right? It blows my mind. Um, this is so valuable, and I know right now people just listening to this, there's about a million people going, oh, I've got to go sell more to my customers, I've stopped selling to them. So it's brilliant. I want to thank you for giving your time to come here today. Um, I really appreciate it. I'm sure the audience does too. I hope you've enjoyed today's pot class, and go eat some chicken along with us now. See you later.