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Funnel Hacking Live 2019 Speakers
Russell Brunson Page 3

Stacey Martino Page 17

Stephen Larsen Page 21

Alex Charfen Page 26

Nicholas & Amanda Bayerle Page 30

Matt Maddix Page 35

Russell Brunson Page 39

Natasha Hazlett Page 47

Cristy “Code Red” Nickel Page 48

Bailey Richert Page 52

Dean Graziosi Page 58

Ray Higdon Page 64

Jaime Cross Page 69

John Parkes Page 75

Russell Brunson, Todd Dickerson & Ryan Montgomery Page 80

Myron Golden Page 87

Jim Edwards Page 93

Yara Golden Page 97

Brendon Burchard Page 101

Julie Stoian Page 106

Russell Brunson Page 111

Garrett J. White Page 122

Myron Golden Page 131

Brendon Burchard Page 134

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Russell Brunson
Hook, Story, Offer

There’s loneliness in leadership, often it’s only you doing the presentation, and it’s scary
sometimes. But there’s also loneliness in faith - is this actually going to work? Half of
you are like a family, but the other half here it’s your first time. You hope it’s going to
work, but you’re nervous.

Russell did a podcast called Entrepreneurial Scars. A lot of you have those scars, you
tried to launch something before, and it didn’t work. Something happened and it
crashed. We’ve all been through that. When our founding fathers founded this country,
they gave us the ability to risk things in business, such as bankruptcy laws so that it
would be ok if we messed up.

People will often ask Russell, what is the theme of Funnel Hacking Live this year? The
theme this year is the same as every year: “You’re One Funnel Away”. It’s always the
same theme, and Russell loves this.

Everyone is in a different spot each year. Some of you are trying to figure it out, some of
you are growing things and you are one funnel away from the next step. As
ClickFunnels got bigger, it got harder to grow. They were asking themselves “How do
we get from 50,000 people to 100,000?”

Natasha gave him the idea of the One Funnel Away Challenge which lead to the most
growth in new customers the last few years. You should be listening and learning, and
whatever it is for you...you’re going to be learning from so many different speakers
teaching an awesome variety of things. All it takes is that one particular speaker to give
you that one idea, put that into place and you’re going to get it.

A couple months ago they did an interview with Andrew Warner, host of the Mixergy
podcast. He asked him if could interview him on the ClickFunnels story. He does these
things call ‘scotch nights’. Since Russell doesn’t drink, he told him about this bar in Utah
that was a dry bar, a bar that doesn’t serve alcohol. So that’s where they did the
podcast - they had butterscotch and it was amazing.

He showed him all of the previous funnels & products he launched before ClickFunnels.
There were over 150 of them, he had so many...all these funnels before he tried started
ClickFunnels. All this trying has led him to the path of building ClickFunnels and leading
you all down this path. This never would have happened if he had not had all that
previous experience with other funnels that did not work as well.

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You might need a whole bunch yourself before your first funnel starts to work. If you
tried one, and it doesn’t work, try another one.

The first time he tried to build ClickFunnels was in 2005. It was called
ClickDotCom.com. Dylan Jones was hired to do the initial design. He understood the
vision of where he wanted to go at the time and tried and failed many times until he had
a specific funnel. How many of you have launched a funnel and it’s a complete failure?
They launched this funnel after building a company previously of 100 people, which
ended up collapsing. Russell felt like he was still trying to figure out what he was going
to do as he grew up. This is a question we should all ask ourselves at least once a
week.

One night as he was laying in bed, stressed out, he went to Flippa.com and this site
came up called “Champion Sound”. It was an email, text message, auto responder site
for bands and he thought it would be great to buy this and rebrand it to create this for
dentists, and then one for chiropractors, and for entrepreneurs, etc. He bought it with
money he didn’t have, for $20,000. But after he bought it, his programmer looked at it
and said it couldn’t be put on his servers because it was coded with Ruby on Rails.

So he tried to hire someone on ODesk, and after weeks of trying no one could figure it
out. He was bummed, thinking he’d just dump the project. But one day, he was so
grateful to listen to this voice in his head that said to email his list, maybe someone will
know how to fix it. So that’s what he did. He said he’s looking for a partner if anyone
knows how to code Ruby on Rails. A couple of hours later, he got a reply. He sent the
log in to the guy, and the next morning, the guy said not only that he fixed it, he had
repaired all the bugs that were in it. That started a long time friendship with this person.
The day they had the idea for ClickFunnels, they talked about him being a partner which
was scary. But he said yes to Todd Dickerson, his now co-founder and partner.

They launched it a few times and no one really bought it, then they got invited to speak
at an event. They did the presentation and about 35% ran to the back of the room and
bought it. After that presentation, he said it’s game over, and by the end of year one,
they had over 10,000 customers. Every year it’s gone up and they now have over
76,000 customers and have processed over $2.5 billion in sales on Stripe alone, which
is $1.5 billions dollars more than last year.

Last year, the amount of money ClickFunnels users generated was equal to the 15th
highest GDP in the world. If we were a country, and our country was called Funnel
Island, we’d have a higher GDP than all but 14 other countries in the entire world.
As for our 2 Comma Club winners (People who have done at least a million in sales),
we are up to 506 winners, with 241 new ones getting the award in the past 12 months
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alone. We have 38 total winners of the 2 Comma Club X award (People who have done
10 million in sales), with 22 new ones in the past 12 months alone.

Behind the scenes at ClickFunnels, they have 252 people serving you, with 132 in
customer support, 43 people working on development and 26 people working in
marketing. They have over 70,000 active monthly users that have built over 4,000,000
funnels which have in turn produced over $2.4 billion dollars in sales. In the past 12
months, they purchased dream cars for affiliates, built a super office, opened an office
in Atlanta, a production studio in Toronto, and they are still hiring. They took social
media seriously last year, with Funnel Hacker TV, and they started Funnel Fridays on
the podcast, and had a chance to build his dream house which is super fun and super
productive. Last February, Russell spoke at Grant Cardone’s event, and sold over $3.2
million dollars, and is now the highest paid speaker on the plant. That created a buzz
and because of that he then released a course on teaching people how to sell from
stage.

At the Dreamforce event in San Francisco, he showed his vision of ClickFunnels for the
future to over 170,000 businesses. Then he traveled to Chicago to meet Grant Cardone
but Grant had unfortunately gotten the dates mixed up. So they flew to Miami to meet
Grant who flew back to Chicago with them and in the air they built Grant’s first funnel for
his 10X Growth product.

Also last year he had JP Sears roast him, then did another video with Brandon Carter,
continued to do tons of experimenting with new software, but don’t worry they are also
sticking to the classics. This year they held an old school PBS style telethon to sell
tickets to Funnel Hacking Live.

Besides all this, they are constantly updating ClickFunnels to better serve you.
ClickFunnels now has over 290 updates. There’s a new plugin that when you put it into
the funnel, it will increase how much money you make and help you get more emails, as
well as the ability to use Facebook messenger to message clients and for people to get
desktop notifications. We listen to you and we strive to give you the tools you need to go
and change the world.

ClickFunnels’ mission is to liberate and to educate the world. They have supported two
amazing charities, the first being the Village Impact charity, where they flew to Kenya to
open up their third school as well as raised over $1 million for Operation Underground
Railroad at Funnel Hacking Live. Funnel hackers are changing the world and all this
helps to spend more time with your family.

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He won an Entrepreneur of the Year award, got to spend more time with his parents
(who still don’t know what he does), spoke at a Tony Robbins event, raced a supercar,
went on a safari, launched 30days.com and is preparing to launch 10x secrets.

Things to remember while you build your business:

1. The importance of goal setting is huge, strive for the impossible, the crazy
dreams you have and even if you don’t always hit it, it’s way more fun than being
realistic.

2. The greatest motivation in business will not come from how much money you
make, the stuff you own, or how many vacations you can take, it comes from
seeing the results of people you are trying to help. When you focus on their
results, you get all the motivation you need.

3. In business there’s no glory without having amazing people to share it with.

Sharing your ideas, the late nights, your ambition and your struggles with your
people - when you do that you’ll find it gets bigger than you can ever imagine.

As a small town kid from Utah, he is so grateful for everything that has happened, the
good and the bad. These highlights and experiences have just been the byproduct of
the greatest reward of all, which is seeing you, the funnel hackers, the misfits, the crazy
ones, the ones who see things differently, the ones who embraced our differences and
went out to make a real difference in the world and living life by design instead of by
default and encouraging others to do the same.

They don’t pay their speakers at Funnel Hacking Live, they come because they have
been in the same spot as you and they love you.

If we want to move from 76,000 to 760,000 customers, we need to change some things.
We are using things like tripwire funnels, etc. and we are trying to simplify the language.
But some people who may not be as familiar with marketing lingo will say, instead of
calling it squeeze page funnels why don’t we call it lead funnels. Tripwire sounds
dangerous they’ll say, why not call it cart funnels, etc. We will make the language
simpler to get more people to understand it and get them in.

The Hook, The Story and The Offer

The core foundation is to master this one simple thing. If something isn’t working it’s
either the hook, the story or the offer. It’s always one of these, every single time.

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The Offer

Start with the offer, if you are emailing someone always start with the stack slide, no
matter what you are selling. One of the founding fathers of our industry was Claude
Hopkins. In the early 1900’s his job was the ‘scheme man’. He would come up with the
most important part for a company, the offer and they paid him $52,000 back in 1907,
just to tell them what the offer was. That was a lot of money back then, but this was so
valuable that they paid him regardless. It’s worth your time to figure this out.

If you have a product, which is a commodity, when you are trying to figure out how to
sell it, the only thing you have as leverage is price. It’s a race to the bottom, which is the
worst kind of business to be in. There’s no sense in being the lowest in price, but there’s
a huge advantage to being the most expensive. Create an offer that de-commoditizes
you. You take your product and bundle it with a bunch of other things to increase the
value and make it unique, separate and different.

There are two ways to have the cheapest product in town, and the first way is obvious,
to decrease the price. Don’t do that. The next is to increase the value of your offer. If I
sell you something that’s worth $1,000,000 for a $1,000 that’s cheaper than the person
who sells it for $1,000 and it’s worth only $1,000.

How much money you make is directly correlated to how much you give. Russell’s son
asked why he made more money than a doctor, even though the doctor is seen as more
valuable. He explained the doctor produces an insane amount of value but only for one
person at a time. But Russell produces value for many thousands, and that’s why he is
worth more, because he can do good things for more people at once. You're creating
funnels and trying to increase the value. The offer increases the value of whatever it is
you are trying to sell.

Take dating for example. You have to make yourself better than the other people. You
say, ‘Hey, if you want to go on a date, we’re going to dinner, we’re going to this and
that”, and you have this amazing date planned out. That experience seems amazing, so
the offer is better. It’s like when Todd came to him, it’s not just he’s a programmer, it
was that he could turn their vision into reality.

Another example is that the new Captain Marvel movie is coming out and Russell wants
people to come along...how many want to go? What if he bought out half the theater for
funnel hackers? Then you’ll have sushi, and everyone would get their own costume.
Then they’ll go back to his house, play on trampolines and it will be amazing. Now how
many people want to go see the movie now? Think about how do you make your offer
better?
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They have a product that’s 2 pieces of paper. How many people would pay $1,000 for
it? Probably not, maybe, but it works and it’s worth a lot. The person he knows who
uses this salesperson on the papers is named Robbie, and he trained Russell and
Russell’s sales team on how to do it. How many people want Robbie to train your sales
team for you? What if you got the ads and the funnels as well? How about a 30 minute
training call with Robbie so he can make sure the funnels are customized specific to
you? Now is it worth $1,000? Yes, with all this extra value added.

It’s the same thing with the One Funnel Away Challenge. This is a challenge where you
get to jump on a coaching call for 30 days. Plus you get the box in the mail which has
the 30 Days book, then 30 days of video from Russell as well as from other successful
funnel hackers. The first challenge 7,500 people signed up for it and they want to make
the offer better and better. But how?

The fastest way to increase an offer is to bulk it up with additional information products.
There’s a few ways to do this:

● Written word
● Audio
● Video

Written things - how many of you want a book but you don’t want to write it? Remember
the crowd sourced book, Chicken Soup for the Soul? The most amazing thing is they
made millions but they didn’t write any of the words on the book.

Russell found 30 people who received 2 Comma awards and he asked them what they
would do over again. He compiled their answers into his “30 Days.com” book.
Whatever business you are in, you could find experts and do the same things.

People were going crazy for this book, and he hasn’t read a word of it. Find people
around you, interview them, make a book. It’s a fast easy way to create a book and
content.
Another method is you could compile examples of stuff. Russell put together his 108
Proven Split Test Winner Book. People go crazy for it and it is literally just screenshots
of split tests. How many people know about Funnel University? Every month they find
funnels, compile them and show them to people, compiling cool stuff. Do you have a by
product in your business that you could do this with?

Consider the public domain, this where is Walt Disney got his ideas. Russell took a
wrestling book that was in the public domain, made some changes to it and made over
$1 million.
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Two sources you can find public domain material are: 1) Gutenburg.org and 2) Ebay
where you can narrow your search in the nonfiction books section, pre-1700 and 1800-
1989, etc. Anything pre-1923 is in the public domain. You would be amazed how many
great books are selling for $1.50.

People will spend more money for the exact same content packaged in a different
way.

Who has heard of “Think and Grow Rich”? This book is in the public domain and can be
republished - think “Think and Grow Rich for Dentists”, “Think and Grow Rich for
Surfers’, etc. Russell kept hearing about the book at events. So he bought the book but
it just sat there. One day he saw it on eBay, and bought the CD course on it and started
listening to the audio video. The book cost $9.97, while the cd’s cost $97 on eBay.
There was nothing different between them except the format, it was the same exact
book, but he had paid 10 times the book price.

How many have read Dotcom Secrets and Expert Secrets? You are here because
Russell’s information is packaged a different way, even though everything he knows is
in those 2 books. The experience of attending Funnel Hacking Live is worth way more
than a ten dollar book.

Audio is another way to package things. For example, take the “Life Work of Farmer
Burns”. He has a friend that packaged it as a cd and made a ton of money. You can find
a public domain book like this one and turn it an audio version for sale.

Interview Other People

The 12 Month Millionaire book by Vince James. When it first came out, David Frey did
an audio book with the author and they made an audio course out of it. Russell thought
that was genius, so he called an author, who was a 20 year old kid who had made
millions selling supplements and interviewed him. When it was done, he had the rights
to the audio and after he launched it, that product ended up becoming his fist 2 Comma
Club award.

How many of you have read a book before? How many of you could reach out to the
author and ask them for an interview? Remember, these authors are so proud of their
book. They are dying to talk to people and share about it, they want you to talk to them.

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If you went to Amazon and found the top 10 authors in your market, 9 out of 10 will do
that. Jason Fladlien gave him a brilliant idea. He was doing an offer and he said he
wanted to interview an eCom expert for a course he was selling. He called Trey
Lewellen, and Jason offered to wire him money for the interview. They were friends so
Trey said that was not necessary, but Jason insisted because there would be no value
in it otherwise. So he did the wire transfer and he does the interview and when Jason
sells the stack on his product, he says, “This is the #1 guy doing eCom right now .He
made $20 million dollars in 6 weeks selling flashlights, and I wired him $5,000 to
interview him, but you guys can have that interview.”

When Russell created his 10x Secrets course, he interviewed Myron, along with a
bunch of people he learned how to close from stage from and that increased the value
of the course.

The last thing you can do is compiling hard to find podcasts and other audios. What if
you recommend a particular podcast? No one is really interested in just hearing the
name. But if you say, “I heard this one podcast, and I learned X from it”, then people
want it. When you curate stuff for value, people love that. YouTube has tons of
examples of this. You curating stuff that you think is cool can be bundled into offers as
well.

Video

Windows use Camtasia, Macs use Screenflow. You don’t need a professional studio,
it’s super simple. With the very first training that made Russell a million dollars, he had a
word screen open on his screen with his notes.

Get your iPhone out and make videos, make as many “How To” videos as you can.
Rachel Pederson had an idea of creating a product called Selfie Secrets and she
recorded it on her phone. If you have a phone, you have everything you need.

You should throw a workshop teaching people stuff. You don’t even have to speak, you
can have others teach if for you. Many years ago Russell didn’t have a product to sell so
he booked a workshop. He emailed his tiny list and said it’s only $5,000 a ticket and
only 3 people bought it. So he asked his friends to come to fill up the room. Even if no
one comes record it and you can bundle that as well.

Figure out what are your potential products you can bundle inside your offer. This is
something they do at ClickFunnels all the time. You’re probably thinking that’s easy for
Russell, but maybe you sell real estate, physical products, etc. But at this event, you

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will hear from Jaime who sells soap. She took the concept of the Perfect webinar and
blew it up for her company.

Vycon is a physical product Russell sells - when you feel a cold sore coming on, you
use product and it somehow destroys it. But other people are selling the same thing.
What else can I do with cold sores? He can go on Amazon and look for cold sore
remedies and folks who have written books on them. He could do an interview with
someone who has created a product. Then he says, “You get both the product and the
interview. And there are 7 supplements I found that help get rid of cold sores and
there’s 2 that work almost instantly. If you get the wrong one, you are screwed. So you’ll
get the product, the interview, and the supplements.” That increases the value. Instead
of offering 2 for the price of 1, if you bundle it with an information product, it doesn’t
increase the costs, but it increases the value. It doesn’t matter if you’re selling
information or not. You can sell it for higher because the offer is better than competing
people.

Stephen Larson is an affiliate for ClickFunnels besides having his own products. How
many people bought from Stephen because they wanted his bonus? People always
ask, “How can I make money as an affiliate?” Don’t just sell the offer alone, increase the
value. What can you bundle together to increase the offer value?

Go through your offer, think of as many things as you can. The biggest problem you
have when you do this is thinking it’s not going to work when you think of your potential
items to add to the offer. Anytime Russell makes a funnel, he thinks of how can he
increase the offer. There’s always more than just one offer in a funnel. Click on this
thing and I'll give you this free report. Then there’s the landing page, you need their
email address, so give an interview. Now if you buy this product and I'll give you these 5
things, and with the upsell you’ll get these 3 things.

Don’t build a funnel around the product. You should be looking at it as how you can
service the customer, what other things can you give them.

The Story

Now we move to the story. Stories also increase the value. For someone to change
their destiny, they have to make a decision. For them to make a decision they have to
change their state. The best way to change their state is through story. If you can
change their state, they can make a decision that will empower them. If you can help
them make decisions that will empower them, you can change their life, their destiny.

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An offer without a state change is completely useless. Think of the offer of going to see
the movie with Russell. But the story of the experience of wearing costumes, heading
back to his house, etc. that’s what makes it valuable. The big secret is story selling, the
story will be linked to everything you are doing.

The Epiphany Bridge Story

Imagine you way back before you figured it out. Then something happened where you
had an Aha moment. Then you get so excited, you have that moment. Then you go on
this amazing journey, and you start geeking out. Then you try to sell people on this
thing, you tell them about all this technical stuff. But people don’t buy logically. For us to
be able to convince people, remember the reason that got you started on this journey.
Find the emotion behind it, leave the techno babble behind. Sharing that story will get
people to connect with you.

False Belief Patterns

If someone’s story is positive, we are rooting for them, if it’s negative, it comes across
as chains of false belief. Something that happened to them made them have these false
beliefs, and they are telling themselves this story over and over again. These are the
people who are seeing your ads and are seeing you online. If you don’t break these
false chains, you’ll never convince people to follow you. The only way to break these
chains is to tell them your story, and if your story trumps their story, your story becomes
theirs.

As an example, Devon had told Russell about this great ground floor opportunity. He
told him he’s got to get others to sign up with this. But he was dealing with a person who
had created a story that all network marketing programs are pyramid schemes because
of a previous bad experience. So Russell could tell him about this product, but some
people will never break that story. The only way to break that story is you have to tell a
better story that trumps theirs. He could tell him he was the same way, but he found out
about funnels and he used the funnel to win a Ferrari without ever talking to someone.
Isn’t that awesome? Now his story is better. Then their story shifts and your beliefs
become theirs.

What stories do I tell? In every sales argument there is the “Big Domino”. This is
reviewed in Expert Secrets. If you get them to believe that one thing, all these other
concerns disappear. If Russell can convince people that the only way to get your thing
to work is if you get a funnel, people will come around. When you’re selling something,
is not about trying to answer every concern possible, it’s what is the one thing you need
to get people to believe so that everything else falls away?
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After you know your Big Domino, there’s 4 stories you can tell.

Origin story - how did you find out about this and why do you care so much about it?

For simple products, one origin story is all you need. With more complex offers, you
need more. When they push their domino over they still have things that block it.

There are 3 things that will keep people from buying from you:

● The vehicle
● Internal beliefs
● External beliefs

The first thing you need to address is their beliefs about the vehicle, that thing you are
trying to put them into.

“That may be cool but I don’t know if I can do it…”

“I know if I do it, I’ll fail…”

You need to address their false belief patterns, i.e. “websites are dead”. But if Russell
tells a good story, then the domino falls down.

Example: with the funnel hacks webinar, after Russell tells that story, then they are
thinking, “Oh my gosh, I do need a funnel, I could have success.”

The next thing you have to deal with is their internal beliefs. They may say, “A funnel is
amazing but I can’t do it. I have no technical skills. I tried tech stuff in the past and it was
hard. I wasted time.”

But no, it's actually easy. Look, here’s Grant Cardone creating an entire funnel, it was
really easy. They see that and think, “That was really easy, I can do that.”

The next thing you have to deal with is their external belief story. “Even if I had funnel, I
can’t get people there. I paid for ads and no one came. It doesn’t work.” So then he tells
him about this story, about he paid for traffic and how it worked.

After you tell the stories, then move them to the offer, go through stack and the close,
then make a special offer.

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You’ve got to convince them that this type of product is the greatest thing in the world.
You have to believe it in the depth of your soul, address their false beliefs, tell your
stories, then make them the offer.

Everyone starts somewhere and some of you are just getting started. Some people say
it’s so easy for Russell. But the first time Russell spoke on stage, he had a chance to
sell his first offer. He asked the crowd, “How much do you think I’m going to sell it for?”
and some guy said $1,000 which he actually was. It was so bad.

In the beginning, he was shy and awkward, ending his offer with “Who wants a piece of
that?” The greatest closer of all time, haha. When you believe in what you have to sell,
you just keep doing it and you get a little better each time. The biggest thing is you have
to start. Start today.

If you have a phone in your pocket, you have no excuses. And that’s the best thing in
the beginning, is no one is following and it doesn’t matter if you are awkward at first.
Just start and your people will find you as you find your voice.

You’re going to fail over and over in the beginning, but if a decade from now, you had a
chance to get up in front of 4,500 people, you need to start today and don’t stop.
There’s a sea of people here, everyone has the ability to change someone’s life. You
have to listen and be willing to try. It will be scary at first but if you don't do it, take that
step, you won’t be here next year.

So here’s another story. Russell is on stage and asks, “How many of you want this
marker?” (that he’s using on a whiteboard). Not many people clap, so he proceeds to
tell a story about this marker to increase its value. When they first started FHL, they
wanted to use these huge white boards. Then he used the board for the first time, with
these tiny markers. Tony Robbins uses this huge marker with a white board on stage.
He’s making X’s and circles and it makes no sense whatsoever, but it looks so cool.
After using the tiny markers, it looked so weak. Russell wanted a Tony ‘man marker’. So
now he gets to use these giant man markers in all different colors. Now how many
people want a ‘man marker’? See how the story increases the value of the markers? If
you are better at telling stories, it will increase the value.

Write down what are all the false beliefs that your customers have? Why do they believe
that? What’s the story they are telling themselves? What’s the story that you have that
could trump their belief? What potential stories could you create for each component of
your offer?

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Dan Kennedy told him you need to create an inventory of stories. As you start talking
and doing your thing...that could be a story, write it down. You’ve got to start that now,
open up your phone notes and call it “my story inventory”. With each story, ask how will
this relate to my customers and write it down.

The Hook

The hook is the thing that makes you stop, the thing that makes you stop swiping.

The hook does not increase the value, it grabs attention for the story. It grabs them just
long enough so you can tell them the story. Every story has multiple hooks. Some will
resonate with certain people, some won’t.

If you look at a comedian, and they land a great joke, it’s not that the comedian just gets
up and does his thing fresh. What happened was the comedian probably went to a dive
bar a while back, tried joke #1, #2, etc. Out of those he sees that one of those landed,
and he tries this over and over until he knows he's got 10 amazing jokes, then he goes
on the big stage. If you tell your story and test it with people you know, see what they
pay attention to.

It’s the same thing with what we do now. When Russell gets up, he pulls out his phone
and tells a story online. Then throughout the day he will retell it several times but in a
slightly different way, to people in person and on other social channels, constantly
testing it to gauge the best response. You would never go on The Tonight Show and
say you’ve never told this story before. How do you find the hooks you want to model?
Next time you are scrolling, look at the stuff that stops you.

The 30 Days book was not his idea, someone else has a 30 days idea, he saw it
elsewhere. After you find an ad, you can look at the other ads on that person’s
Facebook page, by clicking ads and info, and it literally shows you every single hook
that person is running right now. You can do this for any ad on Facebook and see all
the hooks. You see 2 Comma Club people running ads all the time. How many times do
you actually look at their hooks they are throwing out?

Example: Drew Manning of Fit2Fat2Fit. He’s is a personal trainer who is ripped and his
clients said because he had never been fat he didn’t know what it was like. So he
gained a ton of weight, then lost it all over again. That was his hook.

With Natalie, her business was doing amazing at the time, but she shifted from her
business to teaching women how to control their bladder. She went from $0 to the 2
Comma Club in 4 months.
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Garrett White’s ad says “Attention Married Businessmen, learn how to unlock unlimited
sex, power and money without having to get a divorce, leave your church, etc.” This is
an amazing hook! If you want to be on stage, you have to become better at the hook,
story and offer.

There’s a hook, story and an offer on your ad. Then there’s the same on your landing
page. On each page of your funnel, there’s a hook, story and offer. It’s so simple, but it’s
the most important thing.

The hook, story, offer grabs then, brings them in your world and gives them value.

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Stacey Martino
Your Customer’s Yellow Brick Road

Stacey’s Yellow Brick Road process, gets a 91% renewal rate of $14k a year program
by mistakenly doing the opposite of what others were doing in their renewal offer. She
and her husband are founders of a relationship breakthrough program, Relationship
Development.org. They are successful now, but it didn’t start out like that.

19 years ago, she and her husband were going through tough times and were on the
verge of divorce, as her husband told her he was leaving. In one moment, she felt an
immense amount of love for her husband so she was desperate and begged him for a
second chance, which he agreed to. After he said she needed to fix herself, she was
determined to master everything she knew about relationships and single handedly
saved her marriage by doing so.

Not only was Paul inspired by her transformation, he jumped in with her and made a
unique discovery on how to save any marriage. They have saved over 10,000
marriages so far and are changing the way relationships are done today.

They accidently created this process and they never teach marketing, they are only
teaching this for you. Using this Yellow Brick road you can sell way more to one
customer than you think is possible, get them bigger results, only work with people that
you love that also love you, and have them thanking you for making them offers.

Just like the yellow brick road in the Wizard of Oz, we all have an Oz, a goal, a purpose,
something you are moving towards. Everyone has it, a unique pathway to get them to
their journey. You want to run down this road, but that’s not how it works. The bricks on
the road are kind of like levels on a video game. You have to master one before you get
to level two.

Whatever square you are on right now in your life, you must master the challenges and
problems that are coming towards you in order to qualify to the next square on your
yellow brick road. If you have challenges right now, stop and face those challenges,
master it. Only when you do, do you qualify to get to the next square. There will be more
challenges and problems, and you must solve those and master those as well until you
get to your Oz.

Everyone who comes to you has an Oz that they want to get to by working with you.
The yellow brick road is the solution path you designed to get them there. They have to
do the work for themselves or they will never become who they need to become on the
journey. You can’t do it for them. But what you can do is map out the steps. You can
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give them the solutions. You can help them work through the challenges that come up.
You’ve seen the value ladder. As people come and work with you on a deeper level, the
value goes up.

Solution 1 - overlay the yellow brick road that your client needs onto your value ladder
so that each step they need to take with your solution in order to reach their Oz
becomes your next up frame on your value ladder.

The key is you only need to have one step of the yellow brick created to start. The
others will appear as you go farther down your yellow brick road with your customer.

When they first started they figured out their 8 step relationship transformation method.
It’s their proprietary method for how to transform any relationship. You have a
proprietary method as well. It’s the steps your customer will take to get to their result.
So they took the system and put it into a 8 week program. Take your steps in your
system and make that many weeks of an online program to get them quick, actionable
results fast. The first step is always to get them quick results fast, get them some
momentum right away.

You can see the same thing in the ClickFunnels ladder. Whether someone comes in
through reading a book or through the webinar, then they come into the One Funnel
Away challenge. You can get quick actionable results in just 30 days. It gets them into
their yellow brick road with you and they feel closer to their Oz than they have ever
before.

You then watch and observe as your clients go through the process and figure out what
they need next. They figured out their clients had a tough time learning it and living it so
they created a 3 day live event to get integrated into what they were teaching, an
immersion integration event.

Look at what Russell did with the hackathon. They ended up going to Boise for an
immersion event, that was what they needed on their next step.

Your students will tell you what they need next. With the people coming out of the live
event, they realized they were ready for direct coaching so they created a year long
relationship program.

Again, you can see this on the ClickFunnels value ladder. After Funnel Hacking Live,
the next step is 2 Comma Club X coaching, the motherload in coaching and support, it’s
the next thing you need. Now most people look at a value ladder and think, “Great I got
the free thing, I got the online thing, I got the $97 thing…” and after the high ticket thing,
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they want to walk away. But they are missing the invisible ascension, which is the
yellow brick road to mastery. Don’t make it about you, it’s about your customer’s yellow
brick road.

Look at ClickFunnels again, after 2 Comma Club X coaching, you can qualify for inner
circle, and after that you can qualify for Category King.

So they built the same things with their course. Their students got through the first
relationship level and they were so ready. So they built Relationship Level 2 and
Relationship Level 3 because that was what their clients needed and they were ready
for it. And their customers thanked them for offering the next levels for Relationship U.
They have hundreds of posts thanking them for offering the next level. Many were
messages from other students who encouraged them to go up to the next level.

What they did accidently was they created what they needed when they needed it and
by observing, implemented it along the way. This is the opposite of what most people do
with a value ladder. They ask, “What's the next thing I can offer?” But when you do that
you are making it about you instead of them. The yellow brick road is opposite, you are
asking what is the next thing that they need.

The secret to their 91% renewal rate is to not do renewal offers - only do ascension
offers.

The four problems with renewal offers:

1 - Some people don’t want to resell to their existing clients. This does a huge
disservice to them. But if you only give your client one step on the yellow brick road and
they don’t reach Oz, they think one of two things about you, either your sh*t is no good
or they are no good. Either way they feel badly when it comes to you. And they want
only to find the next shiny object.

2 - If you make a renewal offer, you are almost forcing them to say no to you. It's your
responsibility to give them a reason to advance to their next level. If you don’t give
them a reason, they will apply their own meaning to your renewal offer. Most will apply a
false meaning to it, “The only reason for me to this again is if I failed the first time, so I
have to declare to the world that I failed in order to give you this money, and I’m not
going to do that”. It’s your responsibility to show them the true meaning of ascension,
not doing it again but ascending them to the next level.

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3 - When you do ascension offers, you create amazing tribes and culture, people who
can’t wait to be with you again. But if you only one make one offer and just keep making
renewal offers, you’ll have churn and burn in your community and they will feel that.

4 - Every step on the yellow brick road that you do for them must be an act of service
that you are doing for them. You must be serving them by offering the next step with
you. It can’t be because you want the renewal, your energy and your motive matters.
They can feel you coming a mile away.

If you are not offering more levels to serve your customers, you are not loving them
enough. That's how they get a 91% ascension rate in their $14,000 program and they
thank them for that, every year. They can’t wait to ascend to their next level. That
resulted last year in a table rush where 80% of their students closed on a 5 figure
program in just 5 minutes. When they opened the ascension opportunity, 80% stood up
and ran back to the back of the room to ascend.

In order for this to work, your solution has to deliver on the results. No one wants to buy
crap a second time. They have a 99% success rate with their students. When you love
your customers you will stop at nothing to service them.

4 Steps to Implementation

1. Choose your avatar, love your customer, be a champion for them, know their
journey.
2. Figure out what their Oz is, what’s their goal?
3. What steps do they need to take to get to Oz, what’s their first step?
4. Navigate and create, what do they need next? What are their challenges?

When you do that, you create a yellow brick road instead of a value ladder, it's a win-win
model. When you do this you can get them bigger results, work with people you love
and have them thanking you for making them offers.

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Stephen Larsen
Offer Creation: Red Ocean / Blue Ocean

Stephen would walk around for years and ask, “What should I sell? I know how to sell,
but I don’t know what to sell.” There’s a lot of work he does before he builds. For over 2
years, Stephen sat side by side building over 100+ funnels with Russell, and he
developed a checklist about what he needs to know about his competition, a pre-funnel
building checklist.

In 2016, he traded funnels for a plane ticket and boot strapped his way here. At the time
he was building funnels for other companies. It took a lot out of him to get to this event,
and showed up broke. He knew he needed to start doing things bigger and keep going
because it's totally worth it. So he showed up and got 5 job offers and became Russell’s
funnel builder 4 days later.

In 2017, he still kept building tons of funnels and Russell became his Mr. Miyagi. He
would build a funnel and then he would show it to Russell who looked at it, the way he
would look at his 2 year old’s drawings. He told his wife he thought he was going to get
fired. Over time, a year and 3 months, he finally shared a funnel that was approved and
he felt much better about it.

So he kept building all these funnels, and they launched the original 2 Comma Club
coaching program in 2017, and soon after he started to get the itch to leave to build his
own thing.

In 2018, he ended up leaving ClickFunnels to get his own 2 Comma Club award. Soon
after that they launched the One Funnel Away challenge. Then on February 1, 2019, he
crossed the $1 million mark. He wanted to test the framework they were teaching so he
could say, “Yes, this works!” And it really does.

In the last 3 years, he’s gone over 1,000 hours of active coaching, not including prep
time. There were several repeated things he would hear in his coaching sessions with
you guys.

● I need a logo
● I need money, etc.
● I need to be good at tech
● I need to be creative before I get started - total garbage
● I can’t sell my product to someone who has bought something similar
● I’ll worry about finding someone to buy my products after I built it
● Everyone is my dream customer - that’s the exact opposite of marketing
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● My product needs to have better features than everyone else
● I’m not an attractive character
● I don’t have enough time to pull this off
● In order to start, I need to know all the rest of the secrets

These are all dead wrong. He has looked at thousands of your funnels and he has
learned that most of your sales messages, offers and funnels are good enough to be
making money right now. The reason they are not is because of 3 things:

1. You made what you would buy. Please make things that are great, but your
opinions do not matter.
2. You're too focused on your products. The product should be good, but it’s not the
reason people buy. The sales message is why they buy.
3. You're talking to the wrong person. If you have a funnel and it’s not converting
and you are following the framework, you’re talking to the wrong individual.

Red Ocean / Blue Ocean

There’s fierce competition in the red ocean, you want to find that. That’s where your
“Who” lives. Study it, run through the checklist, and then we build a new opportunity
and sell it directly back to the red. Don’t start with, “What do I sell?”, start with, “Who do
I sell?”, and then what you sell comes easily because you are solving their problems.
Think of it as following the yellow brick road and then when the road ends, you’re going
to make a new one. Even Dorothy said in the Wizard of Oz, “I wish I had a blue ocean.”

For example, back when the Internet started, there was only one Internet Service
Provider. They had all the market. Then more people entered the market. Suddenly you
would win only by competing on price. Then the blue ocean became selling smartphone
data.

Red Ocean Analytics, a checklist to walk through to make sure you know all about the
red.

Not all buyers are the same and after looking at thousands of funnels, he noticed some
patterns. They were creating funnels for the wrong person. There are 3 persons in the
red ocean.

1. The first type of person is the die hard. These are the type of customers who get
into feature wars with you, i.e. “Does your product do this, does it do that…?”
They get really too detailed and that’s the crappiest person to sell to. For

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example, he’s a die hard for ClickFunnels. You can’t convince him to buy
something else. Most write messages for die hards. Don’t sell to them.
2.
Next is the person who is successful. They love the product and are using it
inside the red ocean. They have enough success to justify the cost of the
product. They are hard to sell to as well.
3.
Lastly, you want to sell to people who are using the red ocean product but hate it.
You’re not trying to sell the red ocean, just a small portion inside of it to people
who don’t know another option.

Example: “Hey, you know “X” product, you know how it sucks...are you tired of that?
You know how this is kind frustrating? Come with me, I know, I totally get it. I’ll show
you this beautiful other thing…” You’ll attract the person who will commiserate and say,
“I do know, it’s been rough dealing with that…”

The customer who is going to your support channel and says, “Sell me on why this is a
good option”, that’s not your best customer.

If you can look at your competition and you find someone who says, “I'm using it but I
don’t really need it”, that is your customer. “Hey, are you sick of using that bloated
protein powder? You didn’t know there was another option?” You become the anti-red in
your messaging.

The second area to look at in the red ocean is looking at beliefs and personal identity.
There are beliefs that your dream customers are harboring in the red ocean. It's easy to
come up with the right story, the right sales message when you understand what they
are currently believing.

What are the current red ocean beliefs they are having? Why do they think that’s a good
protein powder? What are the beliefs that brought your dream “Who” into that red
ocean? “You were probably feeling this before you got there and you don't feel that way
anymore, right? You didn’t know about this other option, come with me.” Very easy
sales happen in this area. We need to understand what the internal beliefs people are
experiencing inside the red ocean as well as what excuses they are used to giving.

What are their internal, external beliefs, and excuses they are used to giving? What are
those beliefs and how can you change them? It's easy to answer that question when
you know where they are and what brought them there in the first place.

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What is giving them some sense of identity? Something is giving your dream customer
a sense of identity in the product they are consuming right now. You need to give them
a new identity when they buy from you.

Customer Origin Story

You all have somewhat of a joint origin story. We all have different backgrounds but
collectively as a whole, we can all say that we are kind of the misfits, for example.
Round pegs in square holes, that is kind of our banner. Now understand what is giving
your dream customer that. What is their origin story?

Have you watched the funnel hacks webinar? If you look at any script, there are 2
introductions, not one. The first introduction introduces the topic, the second
introduction introduces the speaker. There are two origin stories. That’s one of the
easiest ways to start of your sales messages.

For example, you could say, “Why are you consuming that kind of protein powder
again?” And if we can get from them the story for why they started consuming that
product, then that becomes a lot of the sales message they are told.

It’s also important to understand the journey, i.e. where are they trying to get to? That
helps to create the blue ocean as well.

Marketers are like drug dealers. Not really, but there are feel good drugs that we all like
and need, they are:

1. Dopamine is the chemical of distraction. You check your phone because you
want a distraction whether or not you actually need to check your phone. It’s also
the easiest to administer, we do that through content, notifications, etc.
2. Oxytocin is the chemical of connection. Religion, relationships, everything that is
important in our lives, we want that one the most and it’s also the hardest to get.
The way we administer it to other people is a lot of times when they buy stuff
from us
3. Serotonin is the one of status, people want the fun of buying. One of the easiest
ways to give them serotonin is to give them an identity shift when they buy,
everyone should have an identity shift at check out. They are not buying a new
product, they are buying a new them.
4. Endorphins is a feel good drug that you have to work towards through personal
effort. One of these easiest ways is to have success paths, step by step guides.
“Now that you’ve purchased, go through and check these boxes…”

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The more you understand human psychology, the better marketers you will be. If you’re
broke, most of the time it’s because you are brand new or you are not a good marketer.

Case study: JCPenney took the fun out of buying. They hired the guy that did the Apple
store genius bars. The guy did the same thing and changed the layout of the store.
They stopped doing $9.97, just sold at straight $10, telling customers, “We know you
are smarter than that.” Also, no more $50 products and a $40 coupon either. But that
created a massive stock plummet and purchases went way down. Don’t do that. Keep
the fun of buying to your customers. Some of you are saying, “But what if they know the
perfect webinar script?” Get over it - they want it, drug dealer/marketer. You are
administering these kind of drugs and they want them.

The red ocean is what builds the blue, not you.

The red ocean is what really harbors all the data. People are already buy, you don’t
create traffic or purchases. When Stephen read Dotcom Secrets, he thought this is
great. He funnel hacked but only looked at the sellers. Only looking at the sellers is a
big mistake, you need to look at the buyers also. It’s not hard, Google and YouTube are
there. When you research, think how do they buy it, what are they buying, why they like
to buy it? You don’t need all the pieces figured out to know how it works. This is a faith
based game. Know the peaks you are going towards and just move ahead. The middle
always changes as you move. You don’t need to be a creative genius.

You have so much more than Stephen did. Because he sucked, because he was the
least likely success story, because he had been broke, because he felt he shouldn't
speak, that is what made him followable. If you think, you don’t qualify, that’s crap. It
becomes your superpower. Stop carrying it as a banner.

The red is what builds the blue, it is the easiest thing to model to build success. That is
how you do it.

Your ability to build a new blue is how you understand the red.

Before this conference, he was walking around and he was thinking about the impact
this conference would have afterwards. Good people coming in and trying to learn good
things to sell and make a difference. Do it for a reason to help others and also be filthy
rich on purpose, there’s nothing wrong with that. Get rich on purpose, there’s nothing
wrong with that. If you have a problem with that, redefine your relationship with money
and what it means to be rich. Do good and be good.

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Alex Charfen
Defend & Advocate For Your Customers

Alex’s Momentum podcast is about to hit 1.4 million downloads, up from 250,000 this
time last year. He also recently published The Entrepreneurial Personality Type book.
While the rest of the world strives for average, we are the minority, we don’t accept
destiny. While the rest of the world strives for average, we are the evolutionary hunters,
because entrepreneurs are the only source of positive human evolution.

We’ve always heard things like sit down, slow down, stop asking silly questions but we
are driven to change the world, to make things happen. There are 3 awakenings to
qualify you. He is here to show you how to create a movement just like this one. Some
of you may be thinking, “I like being part of a movement but I don’t know if I can do it.”

You can do it. Every great person in history went through these 3 awakenings:

1. They knew they were different from the crowd out there, how many of you know
that you are different from the crowd?
2. That thing that happens where the flip switch is on and you can’t turn it off and
don’t know why anyone would want to. How many of you can’t turn it off?
3. That thing that says you are meant to do more, give more, leave more behind,
how many of you are hearing the call of contribution?

We are driven by momentum to evolve humanity. You are already an EPT. You were
put on this planet to change the world and the fastest way is to create a movement. We
all have a desire to make a contribution and it only increases. First it's a whisper that
says, “You can do more, you can be more, you can create more”, then it gets louder.
Then it’s constant, it’s screaming, telling us we need to do more.

People like us, our entire lives are about contribution. But as we move forward, we
experience a gap and we feel restless. We feel like we are not contributing at the level
we want and we know we could do more, give more, be more. As an entrepreneur,
when you build a business, you grow your business, but when you build a movement, it
builds the business for you.

The first time he ever read Expert Secrets, he thought, “This is amazing.” Because
throughout history, every great business has actually been a movement. You need to
become the undisputed leader of your movement and make a contribution and change
the world.

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Movements grow through momentum and referral, they take off on their own. There is
such a massive difference between business you sell and business that’s referred. You
want referral business and movements are difficult to compete with. Today if someone
competes with ClickFunnels, they are not competing with the software, they need to
complete with the movement and that would be very difficult.

It takes 4 steps to create a movement:

1. Define and unify your movement, tell them who they are.
2. Provide a plan, every great movement in history had a clear plan for execution.
3. Defend your movement against the attack you are under. Entrepreneurship is
under attack today in the U.S. There is an entire group of people trying to red
tape and red line us out of existence.
4. Advocate for your movement more than anyone else.

Step 1 - We have to define our movement. This is where most movements fall apart.
You can’t say your product is for everyone. Most companies talk to the crowd and they
haven’t identify their movement. You want to speak to your tribe. Your tribe is your
movement within the greater crowd.

You provide contrast. You tell them how you are different. If your tribe is not hearing
you, niche down, then do it again. If you aren't growing, you are probably talking to the
crowd.

In 2017, he was doing a fee-based business and selling time for money. But if you are
selling time for money, you are at risk, it doesn’t matter if you are selling at $1,000 an
hour or $10,000 an hour.

He spoke to Russell who suggested he niche down and do a podcast. When he started
to niche down and start talking to his tribe and was able to identify his client in a
crowded room, everything changed. But you have to define and unify your movement
first.

One of the most intense businesses here is Lady Boss. Alex had the chance to work
with them and he witnessed them working with over 100,000 clients. Today the clients
for Lady Boss won’t fit into any single stadium in the US. He also watched them go from
18 team members to over 50 team members in over a year, because their movement
was compelling them forward. Your team is everything.

The second step is to provide a plan, a simple plan. Simple plans get remembered and
shared.
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Example:

What is the plan for us here? One Funnel Away

What is 90 days of high intensity? P90X
What is the 12 steps? Alcoholics Anonymous
What is The 10 Commandments? God

Note: It takes 2 more steps to quit drinking than it does to find salvation, haha.

If you have a plan for your movement, you can show them how to grow. If your business
isn't growing, it's probably too broad and/or the plan is not clear. When the plan is clear,
you can create a movement out of a diet drink that tastes terrible called SlimFast.

The next step in creating a movement is you have to defend against - now this is where
you ascend into leadership. How many of you read the part in Russell’s book where it
talks about the attractive character and you said, “Oh crap, no one wants to be like me.”
But if you are the loudest defender of your tribe, they will see you as their leader.

We can put all the marketing we want out there, but if we are not defending our
movement, we will not be seen as the leader. Russell runs a software company yet he
defends entrepreneurs so much that in a lot of circles, he is seen as the leader of
entrepreneurs.

In 2007, Alex and his wife started a business in the real estate industry - it was called
The Certified Distressed Property Expert. It was sold to realtors and he was not a real
estate agent. He defended real estate agents so much and even though he wasn't one,
and he was seen as an agent because he defended that population more than anyone
else.

Are you defending the people who follow you? The more you defend them the more
they will line up behind you. You want to defend against the pressure and noise created
by the market, created by the competition and created by who they are. If you are seen
as the biggest defender, you will rise. Do you get excited by a customer complaint?
Every time they get feedback from their tribe, they understand that their movement gets
stronger. It’s highly likely they will call them back. They ask what are the challenges,
what are the issues then they go back and communicate back to them.
The last step is you have to advocate for your tribe’s needs. This is where you go out
and become the loudest voice for your movement, you say what no one else will. That's
what they did with their real estate product and they produced over $70 million dollars in
revenue while pushing the foreclosure crisis forward 7 years. The reason the real estate
agents followed him was that he advocated for them more than anyone else.
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For example, the civil rights movement didn’t have a CEO, there was no entrepreneur in
charge but the largest advocate for it was the leader. When he provides a plan to his
people, they have one called The Billionaire Code.

Remember, there is nothing wrong with you and you are not alone. For all the other
coaches that are telling you to change and become something else, don’t do that. Lean
into your strengths and build your empire. An entrepreneur with a team never walks into
a room alone and an entrepreneur with a movement will never be alone again. Turn
your mission into a movement, grow your business, build an empire and make your
greatest contribution.

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Nicholas & Amanda Bayerle
Your Mess Becomes Your Message

Nicholas is the face behind Billion Dollar Body, and Amanda works side by side with her
husband and manages the behind the scenes operation of their company.

Seven years ago, Nicholas and Amanda were celebrating their first entrepreneurial
adventure. When they first met Russell, he suggested they needed to do things
together, to appear as a power couple. So they started doing the power couple
episodes together. Now being a power couple doesn’t mean you have to work in the
business together. Yes, they did choose to work together as they didn’t want to be
apart, but what being a power couple really means is working on the same vision
together.

They would not be here today if they did not have such a strong relationship. When one
of them felt down, the other would lift them up. It doesn’t matter where you are at in your
business right now, your relationship is the number one mastermind.

Nicholas had a ton of messes and his wife was the biggest thing, he had to overcome
them. Since going into business together, they’ve been able to do a lot of really fun
things together, like host live events and interview awesome people.

There are only two reasons people are going to want to buy from you. They either
like you or want to be like you.

Nicholas used to think, “Why would anyone want to buy from me if they knew I had
struggles in the past, didn’t like meeting new people, grew up in a poor home, grew up
with a Dad in a faulty relationship…?” He was scared that if people knew he was just
like them, they would know he wasn’t going to have success.

Yet, they’ve been able to generate 7 figures, 6 figures from the stage. Think about how
you feel when they talk about just the good things. The things we actually relate to are
the things that Russell shared at the beginning of the event. He showed us that it wasn’t
just that one funnel that made everything successful. It was the mess that turned into a
message that all of you can identify with, that if it was hard for Russell, it’s ok if it’s hard
for you too at first.

Nicholas showed one of his first videos, and he says you know when your urgency and
scarcity is bad, when you tell your audience you know there are 12 people watching so
you want to click that link below. In his second video, he was trying to act like something
he wasn’t. At the time he was a carpet cleaner and the closest people to him told him he
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probably wasn’t going to do anything great with his life. His mentors even told him he
would probably fail, but if he supported Amanda, he would be okay. But there was
something that Amanda saw in him that was different and she pull that out of him and
turn that mess into something great.

So why do you want to share your mess? Russell shared with us all of his story and the
reason we buy from him and from companies like him is because of their story. We see
a part of ourselves in them. Some of the greatest people have the greatest messes.

Embrace the hard things, maybe you are going through something really hard right now.
Realize that will make for the greatest story. Do not discount the season of hardship
that you might be in today.

As a kid Nicholas had a broken family. He gained 60 pounds and graduated with a 1.8
GPA from high school, had struggles with depressions, suicidal thoughts. He didn’t want
people to ever know that part of him because he thought if people thought he was
perfect, then he was going to be that representation of the person they wanted to be.

If he had a fit body, then people would see him as the type of person that they wanted
to become also and not the person that was just like him. So for years he didn’t share
his story with anyone because he was afraid. He didn’t share his story with Amanda, or
in business. He didn’t tell his story with the world because he was afraid.

Remember, what you do to get something is what you will do to keep it. If you have to
be perfect to gain a relationship, if you have to be energetic to build a friendship, if you
have to build your community from acting like everything is going just fine, you will need
to sustain doing that year after year.

What you can do instead, is just be yourself and and that is what leads to keeping your
momentum alive.

Amanda stole his wallet because she couldn’t understand why he didn’t want her to see
his driver’s license. But once she realized the reason why, she embraced it and knew
that he could help so many other people through his story. The challenges that you’ve
gone through are not meant for you to keep inside. Your challenges are meant for you
to share with other people to help them break through.

So, who will this work for? Why does sharing your message become so powerful? This
will work for every single person, no matter if you into health, fitness, have a brick and
mortar, every company needs a powerful story.

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There are three core beliefs that they discovered to create a wildly profitable business
by making their mess their message. But before they get to that, there are some lies
and core beliefs that were holding them back to share their message:

Lie #1 - “My story doesn’t matter.” He truly believed there was no point in telling people
about his back story. He was helping people lose weight and get fit but he didn’t want to
tell people how he had gained weight before and struggled with it.

But the core beliefs to replace this lie, is that the easiest way for people to know, like
and trust you is actually sharing that story. The stuff you have gone through should not
be discounted. Your unique abilities, your personality, everything about you will
resonate with someone. It doesn't matter what you have gone through, your story is so
powerful.

They went through years of not telling his story and not making more than $3,000 in a
month. They lived in a one bedroom house, and it was so bad they had termite mounds
inside their house while they were trying to build their business. They ended up needing
to move and at the time, couldn’t get approved for a new house. Nicholas felt he was
not showing up as the provider, it was eating away at him. They had to move into a one
bedroom apartment and when making their videos, they would have to angle the
camera in such as way that made it look as if their place wasn’t that bad.

He got invited to an event to teach in front of 40 people and decided he was going to do
something different, so he shared his overcoming story, not just about being overweight,
but why he had become overweight. So he told them this story. He remembers waking
up one day at age 12 and he saw his Dad walking down the hall. He followed him into
the garage and Nicholas thought, “If I could just get his approval, everything would be
fine.” He wanted so bad to make his dad proud and felt when he loves and accepts him,
that’s when he knew he would be okay.

He thought, this is his chance. He went up his Dad and told him that he was going to be
the best motocross racer in the world, he thought, “This is going to be the time that he
accepts me”. But his Dad responded that he will never be the best and he was deeply
crushed. He ended up gaining 60 pounds, was self conscious, struggled in school with a
1.8 GPA, even had suicidal thoughts all because of that one moment.

When he shared that story in front of 40 people, he couldn’t even get through his
presentation as he cried through the entire speech. Nicholas left that event and thought
he was a total failure. He has no reason to make money at that event because he didn’t
even get to the teaching part as he was crying through the talk the entire time. Yet, after
all that, he saw they had made $22,000 that month without selling anything. To this day,
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people still talk about that one moment that made everything connect together and
shifted everything for that community and made everything connect together.

Lie #2 - “My story isn’t powerful enough.” There’s a lot of people doing amazing things
and it's easy to think they are better as their story isn't as amazing as yours. Maybe this
person lost 150 pounds and you only lost 20. Or this person made $100,000 and you
only made $10,000. Once you break through from that, the possibilities are endless.

If Lady Boss, Kaelin Poulin had believed that only losing 65 pounds wasn’t powerful
enough, she wouldn't have created a $40 million dollar business and impacted over
200,000 women’s lives over the last couple of years. Not everyone is going to love you
and that’s ok because you are going to create your own tribe and your community.

Amanda grew up in an amazing family, a middle class with the best education. Yet, she
went through challenges herself. Every single one of you has gone through challenges
that you can share with other people.

Your breakdowns will become your greatest breakthroughs for other people. Don’t
discount the things you are learning now because it will help someone else.

When most people look at problems, it's kind of like water. When you drink water, you
don’t really think about it much, but there are people in the world who still don't have
clean drinking water. If you don't have clean water, you go into scarcity mode. You
either have to find a spring or dig a well.

Most people who don’t come to events like this think, “I hope someone is going to dig a
well for me because obviously this isn’t working and I don’t have enough water.” The
second type of people will go looking for that water and once they find it, they think,
“Never again will I tell people I lived without water.”

But we are people who look at failure and opposition as opportunity. If you can solve a
problem, you can go out there and show others how to solve this same problem. You
can take something you struggled with and turn it into an opportunity for someone else.

Lie #3 - “If people really knew who I was and am, then they would leave me and reject
me.”

People connect more with your pain than they do with your successes. That is what
Nicholas had built their entire business on. That’s why Russell shared his story. We’ve
all been there, we can all connect with the pains and challenges that it takes to become
a successful entrepreneur.
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Nicholas thought if he could rip up every picture of being fat, he would disconnect from
that person he used to be. That story still had power over him though. But he was able
to get over the fear to share that story and by sharing, it set him free.

Your biggest fear will always come before your biggest breakthrough.

1. The easiest way for people to know, like and trust you is to share your story.
2. Your story reaches and relates to people in way that no one else’s does
3. People will connect to your pain more than your successes

There’s a lot of marketers out there that only paint the pretty picture, that you won’t go
through any challenges with their program. But sharing the story is the thing that is
going to impact people’s lives.

When you truly disconnect from the things in your life that are holding your back, when
you see the point in sharing your story, if you can drop the baggage and totally commit,
the past will truly become your greatest platform.

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Matt Maddix
How To Raise A Young Entrepreneur

There’s probably people here who spent their last dollar to get here. You sacrificed, you
did whatever you could because of that hunger. He wants to share his story and give
you guys some hope as he had some success in his life as a young Dad. But when his
son was 4, he got divorced and it was a very heartbreaking experience. At the time, he
was making good money, about $400,000 a year as a speaker, traveling all the time.
But on a Saturday afternoon, he was on his way to Seattle from Florida. His son was
about 7 or 8 at the time and he was a good Dad, but anyone with passion can
understand good can be a curse. We need people to awaken passion and greatness.

He felt he was a good Dad until his son grabbed his leg right before he was about to
leave and started crying. He had been traveling a lot lately and his son begged him not
to go. As he encouraged him, the real tears and a desperate look appeared on his face.

That’s when he made a list on the flight all the while seeing the pain in his son’s eyes.
He also visualized his son’s 18th birthday. Absent fathers are the curse of our country.
There are 18 million fatherless kids in America. He made up his mind on that flight that
he would not be one of them. He wanted success and was working hard, speaking to
crowds and traveling the world, but there was a boy who needed his Dad.

When Matt thought of his son’s 18th birthday, he tried to think what would be his biggest
regrets. That shook him so he came home and made up his made that the way he
pursued success, he was going to use that same passion into being a Dad. It wasn’t
easy because like all of us, we have pride, we are human and we love status.

He lost everything literally because he had no more source of income. He figured he

could start a coaching business, was good at strategy and dealing with people. He sold
his first coaching package for $250. But he realized he was still broke. A friend had a
church and they were living in a Sunday School room there as he got back on his feet.
Even though he felt so low, and so much was changing, to him, success was being the
greatest Dad in the world and to being there for his son.

It's good to have hunger and want success but it’s bad if we get blinded and we lose
sight of what really matters. Matt decided he’s going to be his son’s hero. He wanted to
be the most positive, authentic, kind, loving and high integrity human your kids have
ever met.

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During this time he was so low and felt so lost. He called a buddy and told him all his
woes. His friend then pulled out the book Dotcom Secrets and told him to read it and do
it. After that, life began to change, and they went on this journey.

He had his son start with what he knew about personal development, he had him watch
Tony Robbins videos instead of video games. Matt then gave him $20 for every good
book he read. He became a speed reader fast. There’s hope for you. If Matt can have
success, if his son Caleb can as well, knowing how shy and insecure he used to be,
then you can too.

Caleb was really shy when he was little. In school, when the kids would talk about what
they wanted to be in the future, each kid gets up and talks about becoming a firefighter,
a doctor, etc. But when Caleb got up, he was crying.

He knew food affected moods so he got him into juicing instead of feeding him junk.
Then he tried something different. He wrote him a letter every day and put it in his
lunchbox for years and he would put a picture of a nice memory in as well to try and
encourage him. He has never thrown those away, he’s got about a thousand of them.

When you are in your flow, in rhythm and momentum, of course you feel good. When
people who ask what he did, he would say, “I’m a Dad”, because that’s his most
important thing, everything else is secondary for him. We wouldn’t have celebrities if it
wasn’t for security. If you knew the power, if you truly knew who you really were, at the
end of the day, if you are doing what you love and put your family first, you are just as
successful and powerful as Tony Robbins and Jeff Bezos.

He figured he could either build the next Amazon, or he could build Caleb Maddix to
change the world. He changed his mindset, got the right energy. Matt would pick up
Caleb from school 3:00 p.m. every day. He would put his phone on airplane mode for 6
hours so he could focus on his son. That sounds so unconventional, but did you know
the average kid gets 12 minutes a day with their Dad? But for what? After you’ve made
all your money, you’ve got all your fans? You know who’s going to be at your funeral
hurting the most? Your kids.

Top 10 Parenting Tips

1. Prayer - God First Lifestyle

2. Meditation and Yoga
3. Physical Exercise and Healthy Habits
4. Positive and Enthusiastic Attitude
5. Daily Personal Growth
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6. BIG goals and Obsesses with a Mission
7. Letter in Lunch Box Everyday
8. Turn phone off at 3:00 p.m. (Quality Time)
9. Master Sales & Marketing so you can serve people
10. Give to the Poor

When Caleb was in 6th grade, he realized he had been taking his kid to prison. There’s
two types of school, there’s public school, but the real school is sales and marketing. He
wanted his son to have financial freedom because when that happens you have power
and flow.

The good thing about teaching Caleb how to sell is he has made power and impact, but
the bad thing is he can't do anything because Caleb is constantly selling him. One night
at age 8, he asked him, “What would stop you from buying me an iPhone tonight?”

They go home and Matt pulled out a hammer and said, “You can kill people with it or
you can build an orphanage. The phone is a powerful tool as well.” So he said he would
buy him a phone that night if he started a YouTube channel called “Just ask Caleb”.

He home schooled after 6th grade and soon Caleb made first $10,000 by selling books.
At age 14, he got an offer for a speaking gig on stage. They asked if he’d like to speak
in Australia, but they told him it would be $10,000 upfront and two first class plane
tickets. But then Caleb sold them 1,000 copies of his book and was on his way, Matt
knew he didn’t have to worry about him anymore.

If there’s one thing he can say that transforms Caleb’s energy and mindset, is that no
one can be successful unless you truly know how to serve and give. So every morning
they bring coffee to folks under the bridge and every Sunday they buy pizza for the
homeless.

So many celebrities like Russell, Sylvester Stallone, and many others reached out to
Caleb because he first looked into the eyes of people that couldn’t pay him - he was a
servant first. He would buy sleeping bags for the homeless teens in Seattle and went on
53 mission trips by age 17.

He became such a good speaker, he’s given hundreds of speeches in shelters. That
toughened him up because those people don’t clap. They are a much tougher crowd
and look at you like, “Who are you, spoiled kid?” But it taught him to look them in the
eye, listen to them and ask questions to get them to listen to him.

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They also rent ice cream trucks for folks. They give away bikes and shoes for fatherless
kids. What do you guys do with your money? Do you write checks or do you go
yourself? They get messages all the time of how Caleb has helped other kids out, that
they were depressed at first, how much they got bullied but Caleb turned them around
after hearing what he had to say. This is the real reason they make funnels, for others.

Three weeks ago, Caleb and his friend created a funnel, launched an ad with $250.
They had 4,000 parents sign up for their program in just 21 days. You’re closer than you
think. About a month ago, they had a meeting in San Diego, as Mark Cuban had been
looking for a father and son team to speak to the US Military and the families who have
lost soldiers in war. This will be their next course of action and they have about 3,000
kids who will now get free access to Caleb’s program.

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Russell Brunson
Traffic Secrets – How To Fill Your Funnel And Make It Rain

How many of you have seen the Avengers Infinity Wars movie? The premise is there is
an evil guy name Thanos and his goal is to get this glove so he can destroy half of the
universe. About 8 - 9 months ago, they were in an inner circle meeting and Peng Joon
mentioned he feels like Mark Zuckerberg is similar to the Thanos character. So that led
to the creation of a comic book where Russell and his team were the Avengers and
Zuck was the evil Thanos. Of course, the Avengers prevailed.

It’s fun to work with Russell’s team because anything goes and you can take shots at
Confusionsoft and Zuck. On Christmas morning, they had opened up a package with a
comic book of Russell’s family and turned them into a version of The Incredibles. Vince
is the man for the creation of Russell’s doodles, videos, etc.

Trafficsecrets.com

Traffic is going to be changing as we move forward in the future. Facebook has made
the job easy, but after 15 years, it's been interesting to watch. First it was Google, we all
made a bunch of money, but after a while, they wanted the money from the big brands
instead. Then people got slapped and lost everything. That’s how it happens, the
network makes it easy at first then we get screwed, and the same thing will happen at
Facebook.

That next wave is coming. Why has Russell’s business been around for 15 years? He
understands the strategy of how traffic happens. If you understand the strategy, you can
move from platform to platform.

If you want to work with Dan Kennedy, no one has his email, you have to actually fax
him. But that’s the guy Russell learned traffic from initially, the core fundamentals. When
they worked with Google, they understood the overall strategy so when things shifted it
didn’t shift their entire world.

There Are 3 Kinds of Traffic

The first is traffic you can control. You don’t own it, Facebook owns the traffic and if we
give them money, they will point it towards our stuff. You are usually paying for it.

The second type of traffic is traffic you earn. Maybe you get on someone's podcast, that
way you earned your way in.

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The goal of all these things is to convert traffic into traffic that you control, the third kind
of traffic. The only real valuable asset is the list, the customer base. If they were ever to
sell ClickFunnels, for example, people would not be buying the software, they would be
buying the customer list. Russell is not selling ClickFunnels by the way, even though
people whisper about this all the time.

The reason why Facebook is so powerful is because they control the eyeballs, so they
are able to push whatever they want, that’s the value of those companies, the customer
base.

You can keep buying Facebook ads, but the problem is if you don’t convert that traffic,
you never have an asset. So the goal is to convert it into traffic you own, so when you
have a funnel, you can send it there for free. When Google came out with the first
Google slap, it stung but Russell was fine because he had built a list of 100,000 people.
Now they have a list of 1.6 million people, so if something happens, say with Facebook
tomorrow, they will still be okay.

The next thing is when we hear about traffic, we usually think in terms of numbers,
stats, etc. The thing that we have to understand is traffic is just people. You need to
understand who your dream customers are. This is your dream customer’s journey.

Russell remembers asking, “Who do we actually want to work with?” He went to Google
images and typed in the attribute of their dream customers such as men who are
successful and they want to start serving other people, men who who have vision, they
want to change the world, etc. When he saw those images, he remembers thinking that
was his dream client. They printed it out. Now for the women, he typed in the same
attributes and he saw all these pictures of successful women who were his dream
customers as well, printed those out, right before they launched ClickFunnels.

How do we find those people? If you guys looked at Russell’s customer avatar, how
close it matches you guys, it’s insane. It’s all of you in the audience. If you don’t do this
step, you’ll end up with customers you hate. This is super important. Start with your
dream customer.

These people are going on a journey, timeline it out. Your customers are trying new
things before they find you. They are in pain and trying to get out of it. Somewhere
along the line they are introduced to you and hit your funnel. Now you have this
opportunity to talk to them. They have tried so many other programs, stumble upon you
and if you do a good job serving them and they get value from you, they will want to go
on the journey with you and then you got them for life. People will continue to buy from
you unless you either offend them or stop selling them stuff.
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They are opening up the “Category King” with ClickFunnels because people keep
asking what’s the next thing. Your customers don’t want to stop buying from you. Take
them on the value ladder to try and serve them at your highest level. After they get
results from you, then transition them from pain to pleasure.

People are at different points in their life and there are different funnels to bring them in.
This is the customer journey.

Next thing we are going to talk about is, how do the advertising platforms work
together? Back in the 1800s, back before there was Internet or TVs, think about how
people bought. They were home and when they had a desire/need they would go out
and buy that thing. People bought based on what they needed. That was all searched
based. The yellow pages came out in 1886.

Then things changed from searching for things to interruption desire. In 1927, the first
TV commercial came out. It was 13 years after the television was invented and it was
an ad for a Bolivia watch. It lasted 10 seconds. It was the first time people were
interrupted with an ad. They had a chance to sell them on the desire. You need to
switch from search to interruption.

When the Internet came around, the exact same thing happened. We would at first go
to search engines and search for things. With search, you have Google, Pinterest etc.
When Facebook came out, it became interruption based.

With search, the pros are that traffic is really hot traffic but the cons are that it is a price
race to bottom.

With interruption, the pros are it’s warm traffic, but the cons are that you have to be
really good at hook, story, offer because they are not actively looking for your thing. If
someone’s on Facebook and they are looking at their feed, they are not looking for
whatever it is that you are selling. Instead you are coming in there and interrupting what
they are doing and saying, “Hey, you should buy my thing! Check this out, this is
amazing!”

The next question is, where are they congregating? They are on Facebook, Instagram,
etc. When you hear the word congregation you think about church. If you look at
Facebook, here’s all the people that are interested in wrestling, all the people interested
in Tony Robbins, etc. People congregate together with their interests.

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Where are people congregating on the search based platforms - for search they are
congregating based on keywords and on interruption, they are congregating based on
interests.

The Dream 100

The whole concept of the Dream 100 is that all these people are already congregating
together. Everyone on Facebook has already congregated together in their places, we
have to figure out where they are at. With Facebook, Instagram, YouTube, podcasts,
blogs, etc, they are all interest based places. With search based platforms, you’ve got
Google, Pinterest, YouTube, etc. These places are where most of the traffic is right
now.

The first thing in this process is to figure out who are your Dream 100 on every single
one of these platforms. How many of you have actually sat down and built out a Dream
100 list? You need to ask yourselves, “Who are the people on Facebook that have
already congregated together on my Dream 100 list? Who are the people who already
have my dream customers? Who are the people on Instagram, YouTube, etc.?” Start
building out these huge lists, which is the first step in this process.

This is the key to where all traffic comes from. You don't have to create traffic, traffic has
already been created, you just have to go find it and build it out.

This is what they do every single day in their office, building out lists for people on
Instagram, Facebook, etc.

Then you need to realize that there's two ways to get into these networks. You can
either buy your way in or you can earn your way in. The goal of both is to convert this
into traffic you own.

Let’s say Tony Robbins is on Russell’s Dream 100. Tony’s got 3.5 million people and he
would love to be able to earn his way, have Tony introduce him on his podcast, send an
email for him, etc. For Russell, it took over 10 years of courting him before he would
ever promote him. Facebook has allowed him to buy ads to Tony's audience to get in
front of them.

For example, if you want traffic from Grant Cardone’s list, you can buy your way in.
Remember, the goal is to convert this traffic into traffic you actually own.

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Now people tell Russell this is easy for you, you can easily get someone to interview,
etc. The reality is that there’s secrets to infiltrate your Dream 100. This is one of the
most important parts of this whole thing. People will often say that their funnel is
amazing, but they don’t always have the ability to spend $1,000 or $2,000 on Facebook
ads. That’s okay, because if you can’t spend $5,000 on ads tomorrow and buy your way
in, let’s work your way in. Go to iTunes and find every podcast in your market. Your job
is not to buy ads, it is to earn your way in. So you need to email those people and ask to
interview them, contact as many people as you can.

Start building out those relationships. The easiest way to build one is to create your own
show. Remember Celebrity Apprentice when it was on? Russell’s favorite episode was
when Arsenio Hall was on. They had a fundraising task and all the celebrities are raising
tons of money. When Arsenio called his friends, he didn’t raise any money.

He was so frustrated and said, “When I had my own show, everyone returned my calls,
and now no one will.” When his platform was gone, it was very difficult. For some of
you, the reason you are struggling is that you don’t have a platform to leverage. You
need a platform to leverage.

The platform, the list is your value. That’s why we spend time building a list, and getting
the traffic you can control because that becomes your platform. So if you want to get
through to your Dream 100, the key is after you identify these people, start publishing
your content to have your own platform.

You have to start publishing, start your own show, pick your platform. This is so
important. If Facebook is where you want to drive traffic, start a Facebook live. If you
want to focus on Instagram, do that. Pick the platform that you are most excited about. If
you want to podcast, the easiest way to get people to say yes to you is to say, “Hey I
have a podcast. I would love to interview you this.” You bring the them on and you
provide value to them and it will reciprocate. If you are not leveraging your own platform,
you are going to be like Arsenio Hall saying, “Why don’t these funnels work?” It doesn’t
matter, it’s time to start building your show because then you start earning traffic.

This summer while Russell was in Kenya, he was with his friend, Stu McLaren. They
were driving around and he was talking about his Traffic Secrets book and how one of
the core elements was the Dream 100. In relation to that, he said he wanted to build this
software. Stu’s partner said he literally built software like that and sold it to a company
years ago for an insane amount of money. So Russell asked if they could build it again
and they actually mapped it out while in the middle of the jungle. It’s going to make this
process so much easier and so much fun.

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Stu McLaren

When Stu thinks of himself and Russell, they first met was at Armand Morin’s Big
Seminar, in the men’s washroom of all places. Russell talks about buying your way in
and he did that. In 2005, he bought his course called Affiliate Bootcamp, and on every
live call, he would dial in and Russell would ask where his callers were listening from
and he’d say, “It's Stu McLaren from Ontario, Canada!” and after a time, it started to
develop a relationship. They ended up becoming business partners on a project. The
reason he shares this story is that it all comes full circle and you never know the magic
of who is sitting next to you.

In Kenya, there was this vision that he needed Russell to meet his business partners.
So they go off and this masterminding starts to happen. They come back and they are lit
up. So the vision of this idea is simple, there are three parts to it. How many of you,
when you think of the Dream 100 say to yourself, “Ugh!” Well, he is one of those people.
They want to make the research easier, the analysis fast and the process for
discovering the Dream 100 effortless.

What would you rather have…

● Russell’s boyish good looks

● Russell’s drive/endurance
● Russell’s brain (His ability to drive sales, come up with hooks)

Most people want the last choice. What makes his brain so powerful? A lot don’t realize
that a big part of this is that he is constantly researching. He is constantly creating swipe
files, modeling what works, savings ads and landing pages. He’s been doing this for
decades.

Research is so important and Russell is addicted. He has been collecting junk mail and
when he left for college, his Mom said she was throwing his huge collection of this stuff
away. So they took a picture before he left of this giant pile of junk mail envelopes
before Russell went to college and it disappeared.

As a teenager, he would read the junk mail and felt he needed to buy these things. He
remembered the headlines and how they made him feel and remembers that they were
amazing. It made him want to buy something even though he had no money. He
literally collected ads from all over and still does as it has become an obsession. He’s
got 5,000 ads in his swipe file. He even found an ad from the 1930s and tweaked it for a
presentation for tomorrow

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Russell is always asking, “How did they do that?” and it helps to shortcut the process for
him.

The problem though is this kind of research is hard though. For him to have to go
through his Dropbox account it would take forever to search all the stuff he has saved.
How do we take this process and identify patterns of success and identify the Dream
100 so it is easier?

Ultimately they created a tool called Fill Your Funnel. Imagine that you are cruising the
web and you see a post you like. You just need to hover over the post, click the icon on
this app and it sucks all that information into the app so later you can find it, search it,
access it with just a few clicks.

This makes it faster and easier and you could grab all of Tony Robbins’ ads, for
example, to see this holistic picture.

When you are cruising the web and you are seeing success, you can save this stuff and
access it again and again and be able to reference it and it makes the whole process so
much easier. You can also use it to capture your client’s results. This is so important
and one of the most important stories you have. They did this yesterday, capturing
posts from yesterday from Funnel Hacking Live. They can now use this information for
ads for next year. This will give Russell and his team the ability to share the experience
of what this was really like.

You can also share the folders and have your team also put input into the same folder.
It's the ultimate funnel hacking tool for your entire team.

Remember when we talked about compiling examples, this is the same thing. Funnel
hacking is not copying. It will get you short term gain but destroy your reputation. Funnel
hacking is about identifying patterns of success. This tool is extremely powerful. It’s
looking at something and getting ideas and inspiration from something.

This process fills your brain with stimuli and you will start to recognize those patterns of
success.

Once Russell saw an ad of someone he had never seen before. He assumed he knew
every person in his market. One day on YouTube he saw an ad for someone and she
had 1.6 million followers. He didn’t understand how he didn’t know her.

There’s so many people in your market that you don’t even know. One person that you
find could be a $10 million dollar relationship. Often times we think we know who our
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Dream 100 is. This system helps you find your Dream 100. It gets smarter the more you
use it, just like Netflix, as it suggests others you would like. The more you use it, the
more the system identifies new people to follow. The more data gets into the system,
the smarter it gets and the better it becomes for you.

There are three phases to this. Phase 1 is the research phase. This is where you are
browsing and finding material and patterns of success to pull into the system. Phase 2
part is the discovery process. This is where we begin to identify the patterns of success
and help you find your Dream 100. Phase 3 is recommendation of the Dream 100
based on the data you have entered.

This software is in beta launch at the moment as a Chrome plugin. The more data you
add, the better the system works, the more we start adding into the system, the more
powerful it becomes for everybody. For anyone who adds at least 100 ads into your
account, Russell will include his swipe file into the account and will also add his old
funnels as well. You’ll have 30 days to play with it.

There’s a bright future for this and their team is in the process of developing a phone
app as well. In 30 days, they plan on doing a webinar with it and walk you through the
scenes of the next phase.

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Natasha Hazlett & Cristy “Code Red” Nickel
Perfecting The Challenge Funnel

She is one of the pioneers of the challenge funnel idea, who wrote a book and did
$100,000 in the first 30 days.

Cristy “Code Red” Nickel

She is a retired boxer, now a nutritionist. They met and used the challenge funnel idea
in Cristy’s business. They were able to add over 5,500 people to Cristy’s weight loss
challenge.

Natasha - surround yourself with those who see greatness within you even when you
don’t see it yourself. She almost wasn’t here today. Back in March 2016, she was
chatting with her husband, Rich. She was super upset, said she didn’t want to be in
business anymore. They had a multiple 6 figure business impacting thousands of years,
but her tank was empty. In that moment, she didn’t want to inspire anyone. She was
depressed, clinically obese, things were bad. Rich asked the question he always asked
in these deep, dark moments in the entrepreneurial journey, “What about your calling?”,
which usually did the trick, but not this time.

“What are you going to do about your FHL live tickets?”, he asked, which was the next
week. There was something in that moment that told her she need to go, there was
something for her there. She remembers walking into the event in 2016 and she felt so
alone in that moment. She was hoping something would reel her back into the business.
By day number three, she was starting to lose hope and then one of the speakers asked
this one life altering question, “What is something you have never told anyone and how
has that affected your business?”

She then had an epiphany - that she hated herself and that shocked her. She has never
thought those thoughts before. That affected everything in her business. She didn’t want
to do webinars or get on stage. In that moment, she made a decision that would change
her life, that she wanted to love herself. The word decision comes from a latin word
which literally means “to cut off”. There are no other options and the reality is this world
is filled with dabblers and tryers. The people on the stage are the doers, be like those
people, make the decision, take action. Don’t allow yourself any other options. It’s made
all the difference in the world and is the reason she is on stage today.

She realized she had to lose the weight she had piled on. It was the physical
manifestation of the hate she had. She was in the plane, about to take off and had sent

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a message to a nutrition coach, Cristy. She was in her office the next morning and 5 ½
months later she had lost 55 pounds.

That set off the process of unbecoming. Maybe the journey isn’t about becoming
anything, it's about unbecoming all the things that are not you so you become the
person you were meant to be in the first place. Through the journey, she found herself.
Then she wrote a book, Unstoppable Influence. At the time, they had a free + shipping
funnel, but when she did the numbers, the cost of shipping and handling, she found that
the numbers weren’t great.

So they decided to do a 21 day challenge with a perfect webinar. They were going to
bring people into this challenge for $47. Then they sell a $997 product and give the
people who bought that a ticket to a live event. At that event, they’ll be introduced to a
high ticket offer.

Before they ran the challenge, they ran ads straight to a webinar. They had an 18%
show up rate and a 4% close rate on a $997 offer. So they had to do someone different.

With the challenge webinar, by placing this in the third week of the challenge, they had
⅔ of challengers register, 50% or more showed up, she was closing 20-25% on a $997
webinar. They were doubling total purchases on the replay and just last week they
tripled the total number of purchases on the replay. That is how powerful this challenge
model is.

● 82% of people who completed the challenge assignments purchased the $99
offer.
● They did over $105,000 in revenue on their very first challenge. They had over
400 people.
● They had an average of 12.39% of all our $47 challengers buy their $997
product.
● Average cost to acquire on Facebook - $44.96
● Average cart value - $467
● Order bump conversion - 37%
● Life time value of challenger - $350

They hit the 2 Comma Club in about 2 months.

Challenge Gold #1

The topic should be simple and believable.

Example: 21 Days to Becoming a Fearless Influencer
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She says on day 1, “If I give you one life altering shift, would that be worth $47 to you?”
If you make that promise, don’t hold back.

Challenge Gold #2

The timing should be 14 - 30 days. More than 30 days, people don’t want to spend that
much time with you. People love the challenge concept. People need time to get to
know you, so don't rush it.

Challenge Gold #3

Recommend Pricing - $37 to $97

If you hate money, have a free challenge. People need to have skin in the game.
If they do, they will show up, if they show up, they will take action, if they take action,
they will get results and move to the next stage of your value ladder. No free
challenges.

Case study: Heather

Her challenge topic is to learn how to set goals and she is in the personal development
niche. The time was 14 days, with a $47 price and an offer at the end of the webinar for
$997. They were able to turn on Heather’s challenge funnel machine.

$36,000 in ad spend brought in $115,000 in front end revenue and she made another
$42k at the end of the challenge, netting approximately $120,000 profit from one
challenge. This concept is so powerful. Someone else is here that had a funnel that
Natasha helped design.

Cristy “Code Red” Nickel

Maybe you don’t know anything about funnels, like Cristy. She was raised poor, so
when she graduated high school, she became a professional boxer. She fought over the
next 8 years, won lots of titles, and it got her a show on MTV among other things. She
landed up in New York City as a celebrity trainer.

But even though she was a top level athlete, she noticed she was starting to get fat. So
she created her brand, what she calls Code Red Lifestyle. Then she changed her diet,
lost weight.

She got an office in Boise and planned a nutrition program but was only allowed to do
one client at a time. Natasha convinced her she needed to restructure her program.
This worked and she got a lot of attention. She partnered up with GNC, gyms, doctors
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offices, etc. all because of the challenge funnel. Little tribes of people were forming on
their own. This is what you want for your movement.

Code Red 2 Comma Club challenge funnel

● Challenge - to 10 lose pounds in 30 days, totally believable

● Price $47
● Offer at end is $997/$247
● 10% buy the $997 offer
● The Lifetime Customer Value is $181 (without the high ticket offer)
● They had a 14.4% conversion rate on the sales funnel page
● $31,000 in ad spend
● $226,000 in front end revenue
● $444,000 in sales at the end of the 30 day journey challenge
● $670,277 total revenue

Challenge Structure:

● $47 entry fee, that gets you the materials, incentive gift
● Order bump: digital/audio book
● OTO: challenge starter pack, a few Code Red items to help you get started
● OTO: digital training (people dealing with emotional eating, etc)

They use Facebook groups, everyone is there, people are used to it. Keep it simple.
During the 30 days, she comes to them with a training each day. You’ve got to deliver
something. If this seems daunting, she uses a program called onestream.live to upload
videos and it makes you look like you are live in the time you tell it. It’s important that
you train them every day and give them value.

Also encourage your challenge alumni to re-buy (the invisible continuity funnel). They
would give out these awesome magnets to put on refrigerators (to encourage healthy
eating). Remember the beanie babies phase or the McDonald’s collector cups, people
want to collect things. She does similar things with wrist bands.

Don’t forget the swag! Cristy designs her own swag. They are different for each
challenge. They offer different pieces for each time of the year. It’s a $40 - $60 grand
income bump.

There are some things you need to implement. Hard work is not enough. She was
raised on a farm, got up at 4:00 a.m., she knows hard work. Yet, she was still raised on
food stamps. You still need a good team, good products, good systems in place. You’ve
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got to look the part. If you’re a life coach and you’ve got a restraining order against you
and you’ve got 4 different kids with 4 different dads, that’s not good.

We’ve all been through crap, stop with your bullcrap excuses. Stop using it for a crutch,
get past it. Get your house in order, get your health in order, stop binge watching, drink
water. Get up, put your makeup on, do your dishes.

Getting lack of sleep is not a badge of honor. Start taking care of yourself so you can
put good content out into the market place and do what you were made to do.

You’re going to get hit, you will fall down. If Rachel tells her she has a crappy ad and it’s
not converting, she’ll turn it off and make another one. You need to take risks. She
borrowed $100,000 to start her business and write her book, that was a big risk.

Stop saying you can’t afford it, you can’t afford not to. Listen to your advisors and team -
they are trying to help you. Your advisors know you don’t know. They know what they
are talking about, they are trying to help you.

The time is now. When they look at the pictures of the tribes they have built, each
person they have reached, each person is a pebble that creates a ripple effect a
thousand times over.

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Bailey Richert
The Virtual-Summit Funnel

She has created her own 6 figure virtual summit. Last year, she was sitting in the
audience, so if you have these aspirations, it’s possible. Back in 2015, before she was a
coach, she was an infopreneur but she was doing it in a totally different niche. After a
few years of doing that and being successful, she wanted to bring that knowledge to
others as a coach. So she wanted to start a coaching business but she had nothing.
The only thing she had was life experience, knowledge, etc but she didn't have
connections, a list, exposure.

She didn’t want to take the slow route and build up a readership, so in order to grow her
business she figured out she should be doing a summit. She knew about them as she
had been a guest speaker on other people’s summits before. She had a lot of limiting
beliefs about whether or not this would work. But she decided she needed to take
action.

She completed her first summit and in 90 days, it got her to success that put her on this
stage today.

Benefits of Virtual Summits:

1. Formed relationship. She was able to connect with over 100s of colleagues and
peers. Not all were speakers. It doesn’t matter what world you are in, it’s not what
you know, it’s who you know. When you know more people, you’ll make more
money.
2. Increased visibility. Thousands were attending her event and saw her as a
coach.
3. Grow your email list. Especially if you don’t have marketing money to invest in
paid traffic. You’ll leverage the email list of guest speakers. After her first summit,
she went from having less than 100 people to having thousands on her list.
4. Generates revenue. Virtual summits are free but they do have products that
they sell as well. She went from zero dollars in coaching business to several
thousands.
5. Establish authority. With just one event, thousands of people saw her as a
business coach.
6. Lots of new opportunities came after this summit. She worked with the
speakers after it was over, interviewed people for her YouTube channel, people
came to her afterwards and asked to work with her.

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A virtual summit is an online conference where a host brings together peers to share
valuable interviews with their combined audience for free and for a limited period of
time.

90 Day Virtual Summit Launch Process

Phase 1 - Planning

● Determine your logistics

● Figure this out before you reach out to speakers
● Figure out your summit name, overall theme, how many days, the dates of the
event, whether the days have themes, how many speakers, how long will the free
interviews be available, the pricing of your offer

3 - 4 days for a summit is good because you can host it mid-week. Most people watch it
at work. Trying to maintain excitement over the weekend is pretty difficult. The summit is
not as important, as the 3 - 4 weeks in advance.

After you figure your logistics, reach out to your speakers. You’ll probably have to reach
out to 100 people before you get 30 people to say yes, which is a good number.

You may think you need to have A level celebrities, but they get asked to do these
things all the time. Think about guest speakers in 3 tiers, A, B and C levels. How big are
they, how much authority do they have, etc?

The A levels are often very busy and may not see themselves as real partners in your
event. If you want to have a couple of those to bring credibility, that’s fine if they are
there to lend their authority. You really want to be more with the B level, people who
have a hungry audience, influencers, people with an email list of about 5,000 people
with an open rate that’s high.

Don’t burn the bridge with people who say no to your summit, it’s nothing personal. She
gets a lot of requests, and says no as well.

Don’t assume people will always say yes either. There are people who email her and
say, “Hey I’d love to have you on my summit. Here’s the link where you can schedule it”.
Now, why would you do that? Give them an opportunity to say yes. But if they say no,
give them something to believe that they should work with you next year.

Here’s a script that she would tell someone if they said no: “I totally get it. You have a
million demands on your time and I’m just so thankful that you responded to me, that is
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so encouraging and I thank you for that so much. You know, we are going to be hosting
it next year and now that you know about it and you are going to get a whole year
advance notice, maybe I can contact you then and I can talk about doing it the second
time and I’ll have some numbers to show you about how awesome this event went.
Would that be ok?”

Or she might say something like, “Thank you so much for responding back to me. I
really appreciate it and I know you are such a busy guy. If you can’t be on my summit,
which I totally get, can I interview you for my podcast instead?” Keeping that
relationship open will give you an opportunity to talk to them, to see you as a colleague,
and the next time you do a summit or a JV thing and you talk to that influencer, they are
more likely to say yes.

After you get your 30 people to agree, start pre-recording your interviews to prevent
hiccups with modern technology and no-shows. You need to deliver and by pre-
recording you can guarantee the speakers will actually be on the summit because you
will have the videos before you start to promote. She uses Zoom.us which is free for a
one to one call.

Phase 2 - Creating

Get those interviews done as soon as possible because people underestimate how
much time it takes to schedule and record. We also need to have a funnel for the virtual
summit. The purpose of this is for folks to register for the event and buy the product.

This funnel is so incredibly simple. You want to start with the registration page. If you
have ever created an opt-in page for anything, then you can do this page. What we are
going to be doing is advertising a “free ticket” to the summit. Now they don’t actually get
a ticket in the mail or anything like that, all we are doing is putting people on your list of
registrants so they can watch live.

Next, send them to a sales/order form page so they can buy the all access pass which
is the front end offer. The top of the page will say something like in the headline “Thank
you so much for registering for this awesome summit. Now upgrade your ticket.” And
that’s where we are going to tell them about the All Access Pass which is the front end
offer. At the bottom, there will be an order form area to let them make that purchase.
And then finally, they will get sent to an order confirmation page that will give them the
information on how to access the All Access Pass.

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Let’s take, for example Russell’s 30 Day.com Summit. Registration pages on virtual
summits are typically long, but with a pop up there’s an image of a ticket to make it
seems like an actual event that they are registering for.

The next page is the multi purpose page. In the upper left corner, there is a red bar with
a big thank you headline, then there’s a video where Russell talks about the opportunity
to buy and “upgrade your learning experience” and then an order form at bottom for
people to make a purchase.

If you went through Russell’s 30 day.com summit funnel, he didn’t call it an All Access
Pass, instead calling it the One Funnel Away Challenge, which is now it’s own stand
alone offer. He took all the summit content and said he’d give you all of this and the
challenge for $100. While she doesn’t recommend doing that, she recommends pulling
those things apart and making the front end offer the All Access Pass which is a
membership area to put all the summit content, videos and mp3s and/or PDFs of notes
or transcripts, or you could sell those as an order bump on your page.

Then instead of offering an additional product with that All Access Pass, rather separate
it and add an upsell to your funnel. That’s going to help you maximize your profit.

Some things you can do for an upsell:

● An online course for an upsell. If you already have an online course, a virtual
summit can help drive sales into that program. If you don’t have one, you can
presell it. Just have people make a payment in advance and tell people the
course will launch one month after the summit has finished.
● 21 day challenges work really well for these upsells.

Pricing Guidance

Now, these are Bailey’s pricing guidelines and please note yours may be different. She
knows her audience and in the business coaching/make money online niche, she can
charge more. She has a student in the Christian author space, so she drops the price
down to $29, most are stay at home Moms and her conversion rate is kicking butt.

Another trick is a 20 minute fast action offer, which they do for $67. They are seeing
now 60% of sales come in right after registration with a 20 minute fast action offer
discount.

Summits lend really well to automatic price increases because the event has very
specific dates. You can do it when it begins and ends.
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So the way it goes is like this:

● You register for a summit and are immediately presented with 20 minute fast
action offer, which is a discount on that All Access Pass for $67. If you choose
not to buy that in that time, after the 20 minutes it over, the price will go up to $97
before the summit begins.
● Next an email goes out to everyone that didn’t buy the day before the summit
begins reminding them the price will go up the next day.
● Then the next day they increase the price to $127
● Then they do the whole thing over again at the end of the summit as well.

If you want to add an order bump, a $27 offer on a $97 summit works pretty well. But
again, these are her prices and it depends on what the value is.

In addition to the funnel, you need to create the landing page where the videos will be
shown for a limited amount of time.

Next, you will be finishing the interviews, build the funnel, event pages, and be prepping
for the promo.

Phase 3 - launching

Each one of these phases is about one month.

In the first 3 weeks, you will be promoting the summit to all the audiences, the host and
speakers. You are leading the charge and encouraging all the speakers to promote as
much as possible.

A lot of summit hosts get tired around Phase 3 and they think they already did the work
and that’s a terrible attitude to have. It’s like running a race, you don’t slow down as you
head towards the finish line, you sprint faster. Email gets the most number of opt-ins, so
promote with that and give your speakers email swipes, promotional image and affiliate
links. She offers 50% commissions, giving her speakers every incentive to promote you
around those 3 weeks.

Don’t overcomplicate things. You create a landing page and there’s no videos on it.
Then when the summit starts, you put the videos on it. You leave them up for 24 hours
then take them down.

The actual summit event is like when someone opts in for a free ebook. The things that
sells the product is the next thing in the funnel. The summit delivery is like giving them
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the ebook. Let them see the videos, send them the links to the landing pages. The
actual event is not the most important part of the summit, most of the sales have
already come in. It’s like when you opt-in for an ebook and you get it via mail. It’s not the
ebook, the thing that is selling the product is the next thing in the funnel.

Benefits of the Summit:

1. Forming relationships - how we form relationships with others is through our

speaker outreach. Summits are great because it's great to send someone a cold
email. How weird is it to send a cold email saying you really like their content,
can you be friends? You can instead say, “I’ve been following you a while. I love
what you do and I think you are awesome. I have this platform and would you
want to be on the summit.” You are giving someone the opportunity to share their
message.
2. Increased visibility - by doing videos, you put yourself out there (do not use
audios)
3. Grow your email list - through affiliate’s audiences
4. Generate revenue - selling the all access pass on the front end, upsells
5. Establish authority - leverage your speaker’s authority
6. New opportunities - from working with the speakers, getting new clients,
visibility leads

Virtual summits are for all niches, travel agencies, wiener dog disease summit, nonprofit
owners, etc.

If you have other people in your niche you can connect with, that’s all it takes.

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Dean Graziosi
How To Dominate Online Videos

Dean is the author of Millionaire Success Habits. He did his first show 21 years ago and
he’s still here and relevant. Wherever you are at today, he’s been there. He’s been
through every phase. When he got to $10 million a year, he almost lost it all.
He knows what it’s like to meet heroes and 2 years ago his company passed 1 billion
dollars in sales. What he is sharing today doesn’t come from hearsay or what he thinks
is a good idea, this comes from years of figuring this out. He started a $100,000 a year
mastermind with Joe Polish and soon will be doing another one at $250,000 a year with
Tony Robbins. If someone pays you that kind of money, you better know how to share
what you do. If you are at that level, you need to know what you are doing and this has
allowed him to obsess.

The first time he was created a video was a 1998 infomercial. He was so nervous, he
couldn’t say two words and went inside and did a shot of tequila. He had a bad New
York accent, bad pants, etc.

It doesn’t matter if you are shooting an ad, you are shooting a sales pitch, you are
writing sales copy, this applies to all of it. He gets so many questions like what’s the
best video length, what’s the best sales copy, etc. But it all boils down to this:

Love what you do so much that you feel it’s a disservice if you don’t get
someone’s credit card.

The reason he obsesses so much, the reason so many of you have seen his ads is he
knows he is screwing people over if he doesn’t get his book in people’s hands. By the
way, Dean just passed 500,000 copies of his book just on social media alone.

Because he knows the impact it will have and he can’t help them if they don’t read it so
he will do everything in his power to make sure they get it. He can’t help them get
abundance, he can’t help them overcome their fears, he can’t help them get happier if
he does not get his book in their hands. So he will do everything in his power to make
sure that they get it.

If you hesitate on selling, that means you don’t love what you do enough. Because if
you don’t get in front of them, if you don’t get them to take action, they just look at you
as just another person in a sea of videos.

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Who here is happy Russell took their money so they could be here today? Would
anyone here want to give back the knowledge Russell gave you if he gave you your
money back? Not a person in this room.

Russell is another one who obsesses on impacting your life. For example, Russell
shoots while on vacation at Disney because he feels it’s a disservice not to sell to you. If
you look at it through those eyes, selling is not something you should be apprehensive
about, selling is something you should love because that’s the only way you get to
impact people’s lives.

Don’t just say selling is a part of your business, it is your business. Remember the
movie Field of Dreams, the whole concept behind that was “If you build it, it will come”.
That’s how most people feel, if they build their coaching business, if they write a great
book, if their product is the best, they will come. But guess what - they will never come,
it’s a delusion. Every once in a blue moon there is something that will go viral on its
own. That’s one out of a million. Every other company you see has a marketing
machine kicking ass behind the scenes.

Think about it, was Mother Teresa a sales person? Was Martin Luther King, Jr. a sales
person? Yes! They were amazing people who wanted to help people. They stuck out
because they were two badass sales people. So selling is the fuel, it’s the oxygen for
your next level.

The Secret to Dean’s Success

Dean has thought long and hard about this. He’s done over half a billion dollars in his
company, he’s sold millions of books on TV and online, he converted his strategies he
was using on TV to online. Most of you probably never saw him on online until a year
ago, but now he is dominating. He took these same strategies and they work in direct
mail, they work on TV, on YouTube, on Facebook, on Instagram, that’s why he’s
sharing it.

By the way, the person you have to do the biggest sales job on is you. When you love
what you offer to other people so much that you feel like you are doing them a
disservice when you don’t get their credit card, when you understand your mission, your
passion, your desire, the person you have to sell the most to ever gain is you.

If you have to read your goals every day, do it or if you have to write them down every
day, do it. How we are is how the people around us are. If you are here, you are a
leader. You are a leader in your community, you are a leader in your business, you are
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a leader online. How you react, how you come across, is how you set the tone around
you. If you doubt your own success, if you doubt your ability to grow, if you doubt your
next level, even if it’s just 5%, people can tell. People can smell lack of confidence and
desperation.

If you’re not selling yourself every single day, then you are doing a disservice to the
people around you. Know your mission, know where you want to go and sell yourself on
a nonstop basis. We are at a phase in the world where people are sick of the bullsh*t.
People are sick of the magic money machine where you will get rich in 5 minutes.
People are sick of the pills where you’ll get ripped overnight. We are done with it.

In Dean’s ads, he tells people that it's not a magic money machine. The more authentic,
the more raw and real you are is what the world is craving. Right now, the world just
wants you. Don’t try to be Russell, don’t try to be Dean on camera, be the best version
of you that you can be right now. Even if you don’t have a massive vocabulary, like
Dean.

Three Steps - Hook, Story and Close

He has been teaching this a long time, and here’s the thing - most people are really
good at the story part, talking about their passions, their desires. They are building
authenticity, getting people to trust them. The story will get you a nice little 6 figure
business but it’s not going to take you where you want to go without the hook and the
close.

A long time ago, he was watching Larry King interview Joel Osteen. He gets to a certain
point and Larry looks at Joel and tells him that he is a Jew and asks him if he is going to
hell because he doesn’t believe in God. Joel responds that he’s not going to play God,
so he’s not going to give an answer. But Dean had an immediate epiphany as a direct
response marketer and all he could think about was, “What if there was a call to action?
What if Larry King looked into the camera and said, ‘Whether you like Joel or not, you
have the chance to get his book right now’. He loved Larry King and that’s all he could
think about. So that led to him doing interviews himself.

He did the first direct to consumer infomercial from a book, which led to his book “How
To Be a Real Estate Millionaire. That infomercial changed his life and he sold a million
copies of that book.

Two years ago, he got the chance to meet Larry King who came to his office. They did
an infomercial together and Dean totally obsessed on all his best interviews. He geeked

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out on Madonna, Prince, and on Presidents, etc. He watched his open over and over
again where Larry always starts it the same way.

With infomercials, you are casting a big wide net. You had to be obsessive to start the
hook.

So he does the show, he’s in heaven with Larry King. He told him how he had changed
his life, but he screwed up, talking about himself, how wonderful he was, how much he
had done in his life. But people buy from you, learn from you, trust you when they
feel understood, not when they understand you.

He went against everything he knows and made it all about him. No one cares about
that. They want to know what’s in it for them. So he’s obsessing on this infomercial.
Why is it not working? The interview is good, the call to action is good. And then it hit
him like a ton of bricks. He messed up on the hook. He used to think he had a minute or
2, but not anymore. You only have a moment to get people to take action. How do you
get people to stop on your ad? You have to ask a relevant question.

So he obsessed one thing - Larry King’s opening sentence. And he wondered, what is
relevant to a lot of people? And he came up with, “In your adult life, have you looked in
the mirror and thought wow, I thought I’d be further ahead by now?” That was the
opening sentence and it would fit everyone in this room.

We need to enter conversations already going on in the mind of your prospect.

He flew Larry back in and begged him to re-do the opening. When that was the opening
instead of Larry spilling accolades of how wonderful Dean was and how much he had
accomplished, that changed everything. That show has over $40 million in sales and is
running right now.

Obsess on what comes out of your mouth immediately. There’s hooks and grabs, but
Dean is always thinking, “What is the biggest pain point of the prospect they are facing
right now and how can you get them to think, that relates to me?”
His first infomercial after that was after the economy crashed and his opening line was,
“Hey, I know Obama put $700 billions dollars into the economy, but how much of that
landed in your bank account?”. That show was a monster.

Look back at some of your videos that didn’t work. Are you stopping them in your tracks
so they pay attention to you? You have an unfair advantage of being a funnel hacker.

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Do you have marketing stamina? Think of it this way - we all know planes fly. When it
crashes, you don’t question the aerodynamics, you don’t say it’s metal, it can’t get off
the ground. But when an ad doesn't work, you question if marketing works. It works
every single day. Just keep telling yourself you have the stamina to continue.

Just keep telling yourself you can do it, if you have an obstacle, go through it. If you
have 40 more obstacles, go to 41 because you’ll crack the code.

The Close

There’s this little space between the story and the close. Now, if you’re doing an ad, it’s
shorter, but with a webinar, a sales video or an automated presentation, that's when you
go out with the big hook and you prove your value, your worth.

Did you ever watch someone on stage who’s really on fire? They hooked you in, you
love their story, you are saying you want to do what they do and you are all excited. But
when it comes for them to present something to you, when they sell, it’s not good. They
apologize for the sale and they wonder why it didn’t work. They didn’t have confidence
in their own thing, so people don’t buy.

For example, Growth is a company Dean owns with Brendon Bouchard. They invited
Tony Horton of P90X fame to come and speak. He lit the audience up and he asked if
he could sell. They had 25,00 people in the room and he apologized for the sale, saying
he hated to sell. It was for a $450 course that he was obsessed over but only 2 people
bought the course.

People get so excited talking about their life, but you need to carry that enthusiasm with
the sale as well, don’t apologize. When Russell comes out, he’s standing on the edge
getting you to get engaged because that’s the only way he can change your life.

Here’s a little hack - between the story and the close, build a bridge which will be your
crutch. After the story, you want your enthusiasm to go up, you want people to know
you believe in what you do, you put your heart and soul into it. So inside you are saying,
“Hell yes, it’s time to sell, it’s time to impact lives.” Now that inside voice is talking to
you, not the one that says, “Oh no, now I’ve got to sell something.” When that voice is
talking, he gets people to run to the back of the room to buy on his webinars.

Dean will say, “Listen, you’ve been with me for an hour. I’m betting by now you know my
values, you know how I communicate, you know how I teach and here’s what I know. If
you want another level of life, you're going to need help. There’s no way you are going

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to get to level on your own. I’d like to be that help. And that’s why I’m so excited to offer
you this.”

What he did is subtly ask permission to sell to you. If he was sharing with you and said,
“My time is almost up. I only have 4 minutes left and I only had time to share the tip of
the iceberg with you. But I want to give you more, I want to help you more. Imagine
what’s below the surface. That’s why I’m so excited. I created this course that will give
you everything you need to know.” That’s the bridge. All of a sudden you have the
enthusiasm and the excitement to go into your close with power.

Marketing stamina, keep that thought in mind when it’s not working the way you want
and know you can go deeper on the courses you are selling. After selling 100,000
books of Millionaire Success Habits, their sales started to fatigue and the team was
discussing how selling that much was pretty badass and wanted to get to the next book.

When you read that book, you’ll see why he wants to put it into a million people’s hands.
He was not ready to give up on it yet. So they pushed new ads obsessively, then they
got to 200,000 sales. Then 300,000 and the team still tried to talk him into writing his
next book. Then 400,000 sales. Last week they passed selling 500,000 copies. They
are having some of their best weeks. This is 2 years with the same hook. Last week
they sold 4,165 books alone.

Dean has shot hundreds of ads over the years and 90% of all of them were shot on his
phone. The ad where he is looking sweaty and got stuck on some words is his best
converting ad. It has 9 million views on YouTube alone. The ad he shot also with his
phone standing in front of his childhood home was his second biggest ad. It’s time to be
real, it’s time to be raw, it’s time to be authentic and stop over thinking it. We are in the
information age and there is 365 million dollars day spent online just for information.
Stop being afraid, have more marketing stamina and go kick some ass.

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Ray Higdon
Building A Paid Cult-ture With Rank Makers

How to Build a Culture No Matter What Your Niche

Ray focuses on coaching and training network marketers. You should build a tribe as
well if you want to make more money consistently and help your people get better
results.

About 10 years ago, he went through the real estate crash, was in debt and foreclosure.
They had lost everything. He felt like he lost his charisma and his spark as well. But
about 6 or 7 months ago, they built their dream home and he is sharing this to show you
this is possible for you as well.

The only thing worse than being dead broke is having made money and then going
broke. Since then, he rebounded and they have been able to generate over $20 million
dollars in the network marketing space. After his foreclosure, he became the #1 earner
in an MLM company, then they sold their position 3 years ago to focus on
coaching/training.

Ray’s first million dollar year happened in 2013. He had left corporate America in 2005
and it took him 8 years to have his first million dollar year and along the way was dead
broke and in foreclosure. But in less than a year he doubled that and in less than a year
he doubled it again. Wherever you are in your journey, keep going because quitting will
never increase the speed.

He then had his first million dollar weekend in 2015. That was when he was focused on
selling his high ticket mastermind. Whenever he speaks to a crowd that is not involved
in network marketing, he becomes an advocate for network. It’s not necessarily better
than the options out there, but there’s a lot of people who would have never started their
entrepreneurial journey if it wasn’t for network marketing.

A lot of the people who start with network marketing, they have never read a book on
sales or marketing or persuasion, they’ve never attended an event like this, but they are
held to that standard. So give our entrepreneurial friends a break. They may not have
studied as much as you but we are here to help make them not be spammers.

Being inside the inner circle has been amazing for him. Russell is the reason he started
his group called Rank Makers. They currently have a little over 14,000 people in there
paying $20 a month. As of last month, they moved between $50 - 60 thousand dollars
worth of swag, tools, books, etc.
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They also do 14 day challenges and they generate some great income as well.

The total income solely from the $20 membership is $2.9 million. That doesn’t include
upsells, swag, challenges, anything else. With their funnel, they are probably closer to
$7 - 8 million.

This all started the week after reading Expert Secrets in July 2017. A lot of people get
their pleasure from learning, that’s their high. Don’t just learn, you’ve got to learn and
then do. Get in that habit, build that muscle so you start building stuff or else what’s the
point. This isn’t just about income. Building your community will help get people results.

The more time they spend around the campfire which is you, the better chance
they have to catch a spark and get to work.

Why Network Marketing?

1. Lowest costs, lowest overhead, way for someone to learn to be an entrepreneur

2. Every single month there are 20K person events
3. Many have zero business, sales or marketing training but are held to these
standards
4. We will continue to raise the professional…(slide)

They track their stats. The last year they helped create over 4,000 Rank Makers.

Dana Derricks helped them write some of the copy for the sales page and helped them
to compile better testimonials. Dana is a very sharp dude. The upsell is a culmination of
a few sessions from different events. It made sense to put them together in this way and
that has about a 43% upsell.

So something he learned from Stu McLaren, he bought his course and he saw Stu’s
welcome video and said this is amazing. So to emulate that, they have a 15 person
virtual team and they went around and created a really fun welcome video. They were
doing cartwheels, blowing air horns, etc. When people join your community, make it
fun, exciting.

They also have an indoctrination video which they see as soon as they come in. It gives
them the low down of how the group works. They found that, the big thing is if someone
plugs, then they stay. They have a banner in Facebook group that gives them
instructions on how to just use the group. Every time they have a big open, they repeat
the instructions just to make sure everyone is hearing it.

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You may think that you are already doing that in your video, but probably 90% of the
people who come into your tribe won’t see that video. You have got to repeat it, put it in
your “Units” tab, have it everywhere because there’s people that didn’t see it.

They do funny ads and use funny images. In the group, he’s a mix between funny and
yelling at them. So they reflect that in their ads, they show funny and intensity. If you are
willing to get more intense with your tribe, they will love you for it because no one does.
Everyone sugar coats everything. They use goofy images, which go over really well. He
didn’t even create them, most are orchestrated by his team.

Steps to create yours:

1. Massive value. When some people hear about Rank Makers, they think they are
just using this program to float people up the escalation path. But only some
people move up, as they have qualifications for their mastermind, you have to
have made a certain amount of money. The point of the group is to blow their
mind and provide so much value they don’t want to leave. He goes live in there
every single day. Ray had done daily videos for over 9 years and it’s not a big
deal. You know what is? Digging ditches for 8 hours. Doing a video a day is not
hard work.

2. Make it your primary focus. If it’s not your primary focus, it’s probably going to
be too hard for you. When they made it their primary focus, it lifted everything for
them. It just floats people to the top. They’ve brought in 14 new mastermind
clients at a minimum of $20,000 each in last 60 days with no ads. If you do a
great job and show people that you care and are authentic and give value, you'll
be shocked what happens to your business.

3. Find ambassadors in the group. Their group blew up so fast, they realized they
couldn’t check every comment. They asked their members, “If you love this
group, would you like to help us support us?” They gave strict qualifications, like
they wanted the members to commit to 5 hours a week and they asked them to
shoot a 3 minute video to apply. They had 74 people apply and they got one who
they spoiled. There are so many personality types in your group who would love
to do it, be happy to serve and help you out. So look for that so you are not doing
all of the work yourself.

4. Focus on culture not just more training. Years ago he hired Kim Garst who, at
the time, had a few thousand people at a certain dollar amount and she said all
of her training was in her back office and she had a very successful membership.
There was no training in the group and even though 70% never logged, they
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stayed forever. A lot of times we think it’s about more training, but it’s about the
relationships, the friendships, how people are made to feel regardless of their
result or desire.

5. They don’t have an affiliate program, but every time they do a launch, their
leaders promote it to their teams. He’s got one leader than has 700,000
people in his organization. $20 per member is a good price for his market, but
may not be for yours. Adjust accordingly. In some markets, $20 may not be very
valuable, so set the price for whatever works for your market.

6. Everything you do becomes easier when you have a community and tribe
like this. Your content gets shared way more. You will make sales whether you
run ads or not. If you build that trust and love in your community, you‘ll be
shocked at what happens.

7. Be ok with copycats. At first, when he started selling at $20 a month, people

thought that was crazy, but now many are using that price point. People are
going to copy your stuff, it’s ok.

8. When you name your group, have it go with an “I am” statement, it’s so
powerful. For example, “I am a Funnel Hacker”.

Open/Close Strategy

Every few weeks they do a 48 hour open and close with their group, mainly because the
members get excited about it for their friends, etc. They don’t have an affiliate program,
but they have a lot of prizes for their members, 10 minute coaching calls, journals,
shirts, etc. It really gets people excited. If you tell your people they can promote
whenever they want, they probably won’t get as excited.

If you do this strategy, although you may have a fast start training, also remember to do
a little bit more indoctrination in your videos and maybe you have a new member start
up video, etc.

Your biggest weapon of change is to be more vulnerable to impact more people. People
want the strategy, they want the funnel, the ad, but there are two things that have gotten
him on more stages. One is when he said he was in foreclosure. When he got
vulnerable about that, a lot of things happened for him. The second thing was about his
Dad. He had not spoken to him for 13 years and did not have a good childhood and

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because of that did not speak with his father for many years. Something inside him told
him to repair his relationship with his Dad.

So he went to a transformational conference and on day two, he called his Dad and said
he wanted to repair his relationship with him. He went to Indiana and he spoke with his
father who met his sons. That’s when his life changed. He want home and the next
week he was shown a network marketing opportunity that he ended up becoming the #1
income earner of and reason he speaks of this is maybe there’s something in your past
you need to clean up and if you do that, all of these strategies will be unlocked for you.

After he shared that story for the first time, someone came up to him and said he hadn’t
talked to his own Dad and the next day he was flying out to his funeral. He beat himself
up saying he should have shared the story earlier. So he knew he needed to be
vulnerable and to share his story with more people because there are people out there
in that same situation.

Ray has got a bunch of these stories of people who were reunited with their fathers.
You have a story inside of you and you may be using it as a reason why you can’t
succeed. If you’ve gone through a struggle in your life, if you have gone through abuse
whether that’s spouse abuse, drug abuse, anything of those you have gone through, it’s
selfish for you not to create success.

You have got to get your story heard by more people. People don’t want to hear that
you are still struggling, people want to hear that you overcame it. There’s someone out
there that needs your story to heal their wounds.

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Jaime Cross
Ecommerce Funnels & The Perfect Webinar

Jaime is the owner of MIG Soap & Body. A year ago, she felt called to share her
product with more than the small handful of people that were at local farmers’ markets
but she didn’t know how. Two years ago, she came to Funnel Hacking Live and exactly
one year later, her company crossed the Two Comma Club. She used the perfect
webinar and made it her own.

The most powerful force on earth is the human soul set on fire. The most powerful force
behind that one is a life on purpose. Without a vision, the people perish but with the
vision, people come alive.

Remember who you are, the voice inside of you that says you can take the world by
storm. The world needs us.

In 2010, she had quit her job as a corporate banker. She had a baby and while she felt
fulfilled as a wife and mother, she knew there was more. She was afraid of the pain of
mediocrity and was starting to feel depressed, alone.

One night, while lying in bed she asked God to show her what he put inside of her
because she knew she had a purpose. She asked for a million dollar idea so she could
change the world. The next Sunday, she was at church and the pastor, while on stage,
told the congregation that God has spoken to him and told him he needs to give a Mom
an idea. She was thinking, “That’s me!”

Soon she had a dream where she was pouring all these oils and her vision of MIG was
clear. It was everything she needed to get started. She could see the transformation.
The next morning, she declared that she was going to start a skincare company.

She started reading through books on chemistry and spent the next year studying,
learning, growing. To become a force in the earth, we have to grow behind closed doors
when no one is watching. A year later, she poured her first bar of soap. Jaime had no
money to package it or build a website at the time, so she went store to store to try and
sell it.

Don’t make confidence your focus. Don’t make overcoming fear your focus. Make
action your focus.

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Action always creates clarity. Don’t overcomplicate action, don’t get wrapped up in the
mental game. Just do it. In the end, it doesn’t matter what you feel, it matters what you
do.

The next stop were the local farmers’ markets because she hated the resale model. She
needed to fill the voice for her customers. Those markets are hard core though, as there
are three other businesses selling the same thing. You wake up early to set up your
tent. Her intent was to fail forward and to continue to do research and development for
her customers. Jaime asked herself, “How do I speak to her (customer) in a way that
touches her soul?”

She would ask, “Does your skin care have smooch factor?” It was a clever way to get
them toward her table and give them her pitch. Guys with beards would come to her
table and say they had beard oil already. But she would say, “It’s not beard oil, it’s man
face and you can use it for other stuff.” Plus it’s “Certified manly” and then they would
buy it.

At the time, she had two mentors. One was high up in MLM and she showcased her
product line to him. He said people might be threatened by her force and told her she
would never compete with Amway. She said, “Pfft, you just watch me”.

Another woman said she never shopped for natural products because they didn’t work.
And she said, “Game on. All this work I’ve been doing on the human body and how we
are designed to work, and the science of nature, I’ve got to bring the two together as a
force.” So she was determined to make it work for her.

Finally, after thousands of hours of formulating her product line, she started getting table
rushes and people were saying her products cured their skin rashes and they slept
better among other things.

She did that for 4 years and by that time, she knew her customers well and how to
speak their language. They have over a 54% return customer rate.

When she was pregnant with her fourth child, they thought they were going to lose the
baby. Because of that, she was on bed rest and one day, she was online and a video of
Russell popped up. Trey Lewellen was in the ad and they were talking about gun
cleaning kits. She thought she could do the same thing with her product (plus there was
the free T-shirt!). She knew she needed a mentor to teach her the principles.

Soon after she gave birth, but her newborn was to remain in the hospital for another
month. She was terrified of being left at home after her husband returned to work. She
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looked at her tiny baby and her other three young boys and knew she had to make this
work. As you pursue vision, life will throw things your way where you may want to lose
momentum and stop everything, but you need to keep moving, do it despite your
circumstances. But those are the moments you need to push through and remind
yourself you need to do it for the ones you are striving to help.

She asked for friends and family to help her out and within a short time, she went to
Funnel Hacking Live where she heard Russell and “One Funnel Away” and it just spoke
to her soul.

At the time, her husband was a full-time wrestling coach and a full-time teacher and
when she came back from Funnel Hacking Live, she said it’s time to burn the ships - it’s
funnels or nothing. So her husband quit his job and she started hacking funnels, doing
her thing. Then she read Expert Secrets, which changed her life. She was asking
herself, “How can I make this work for soap?”

So she built her funnel and she launched her webinar but no one was buying her skin
care kit on the front end. She realized she needed to keep it simple. The minimum
viable product was a game changer for her.

Make sure you read secret #3 in Expert Secrets. Russell says “the difference between
having modest success and changing the world comes down to understanding and
implementing new opportunities.”

The perfect webinar is the wind in the sails for the new opportunity.

So Jaime would start her webinar with her intro, which has got your hook, your future
pacing, and then you are qualifying yourself. Jaime would do her webinar over and over
again. She did it wrong a lot at first. She would hold her paper to the screen and it
showed backwards, things like that. They had 3 weeks left before they would be out of
money. Then they hit gold after months and months of tweaking. They did almost
$130,000 in the first 6 weeks and almost $2 million dollars in their first year.

The first thing they did was go food shopping. They bought stuff they couldn’t buy when
you don’t have any money.

Next in the webinar was “The Big Domino” - what is the one thing you want your
customer to believe or understand during your pitch? Don’t get caught up in having
three different messages, keep it simple. After practicing it over and over again, she
remembered all the stores and that these are people who have pains and problems and

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she was going to speak to their souls, and after that, they started converting right away.
Make sure you get that part right, go really big on that.

Lead your customers, have upsells, urgency, scarcity and then close. When selling, you
want to be emotional, you want to have charisma and sell from the heart.

With your tone in your voice, have inflection, use crescendos. Make sure you are selling
from the heart, that you are not pretentious, that you are focusing on your customers.
Be real, raw, speak to their pain.

Pivot and reflect, you want to re-watch your videos. Just like a coach will show sports
videos to the team, you want to listen to what your customers are saying and tweak
accordingly.

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John Parkes
Ancient Gods & The Epic Battle For Your Traffic

John has run half a million dollars in ad spend per month. He has a highly effective and
simple one page ad formula and a method to make your retargeting ads last forever.
What if you could have sales rain down upon you like cats and dogs?

John likes to use the analogy of cats and dogs. Dogs are fast, they are loyal and
efficient. Cats on the other hand are different, they are curious, cautious and flighty.
They hunt and are so focused but as soon as they hear a noise, take off. They also get
bored really fast.

Ads are easy enough, right? There’s engagement ads, video ads, story ads, dynamic
ads, gifs, content ads, etc. Yikes! John has cracked the code for you. There’s only two
kinds of ads - prospecting ads and retargeting ads.

Prospecting ads are when you are attracting brand new people. This is for people who
are looking for solutions, they are like cats. They want the thing, they’ve got skin
problems, they are looking for the stop, etc. Whether they know they need it or not.

You need to think of them as cats because they are skittish and fly away if they think
anything is off. If there is anything incongruent in the ad, if there is anything that looks
off or weird, they go away.

Bad example:

This ad for State Farm Insurance says “When the kids have taken over the wheel, State
Farm is here to help.” So when you click through, you’ll see a page that stays “Switch to
State Farm insurance and they can save you money.” But it’s incongruent - what about
the teens?” That ad is probably not getting them new customers.

Good example:

Ad that says “Get your content on the web’s top site with Tabula and drive more traffic
than before.” But when you get to the landing page, it is totally different. It has a
different feel and person but the content is similar to the copy on the ad.

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An awesome example:

An ad for Caleb Maddix:

You see an ad for Caleb and it says “My dad paid me $20 for every personal growth
book I read and it made me a millionaire by the time I was 16.” On the landing page,
you see “Finally! A reliable entertaining powerful personal growth for kids!” It’s Caleb
again so it’s the same person and message and the ad shows congruence.

The other thing about cats is that they get bored and need variety. The #1 secret to
scaling your ad spend is to put more ads out. John checks his metrics daily, he now has
317 ads running.

The more variety you have, the more hooks you have, the more you can figure out
which one is working, the more you can hit the same person from various angles. Too
many of us find our favorite ad and figure it will lead to the 2 Comma Club.

Your people are curious, they are interested. Why do videos go viral? People want to
know what’s up because people are sharing. That’s why curiosity works. Don’t scare the
cats off - be congruent and make sure you have some variety. They can successfully
feel like they are on the hunt and bought the right thing. Remember, these audiences
are curious, easily tempted, easily scared and quickly bored.

Retargeting ads - this is you taking people to the next level of conversion. When done
properly, these will account for the bulk of your success.

Think of it like dogs. Speed is a big requirement for this. Retargeting is like the dogs are
after it, not the cats.

You’ve got to keep the retargeting windows short. People keep retargeting windows for
90 days and they wonder why it is not working. There’s no way people will remember it
90 days from now.

Loyalty - if they stick around, you keep moving them up. Tom Breeze talks about this,
he calls it “the naughty list”. If they are looking at your ads for a while and don’t take
action, exclude them and don’t run ads to them anymore, put them on the naughty list. If
they click through and go farther, keep them.

Efficiency - use the right campaign objection. Every penny counts, we need to make
sure every dollar we spends goes towards the right kind of buyer. One way to be
inefficient is people “double filtering”. When you require that someone takes so many
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actions to be on audience, for example, when you required that they opt-in on your
website, then saw your sales page before they got to this specific audience, you have a
significant amount of filtering. You don’t need Facebook’s helps to filter anymore and
you are increasing your costs if you are paying for that extra filtering.

If you have a campaign objective that’s really picky, for example, you only want
purchase conversions, that’s saying you only want the 10% off the top. If you have
already super filtered your audience, why are you not saying you want to know who they
all are. You want all of them and you want them cheaply. Save that for prospecting.

If you want to be efficient, choose someone in reach, where you are asking to show it to
everyone on this list as cheap as you can. With efficiency, you get to choose how
frequent, you can say you only want one impression per day, that audience only lives
for 5 days, and so the most they will ever see it is for 5 days, cutting down on your ad
spend.

If you spend less money, your costs go down and your results go way up.

Who should you retarget?

Phase 1

Step 1 - Create an audience of those who have engaged with your prospecting posts in
the last 3 - 5 days. You can play around and test the days, just make it a short window.

Step 2 - Make an ad calling them out. “Hey, I couldn't help but notice you watched my
video. Did you know (insert epiphany bridge, a call to action, something awesome
here)?” This ad and audience lasts indefinitely in theory. Either they were loyal to you
and got moved up or they got put on the naughty list. You just set it up right and you’re
good to go. This setup won’t burn out.

Here’s an example:

With Russell’s video, he says, “Hey, I noticed you were interested in my book offer but
didn’t buy, so I’ll crack open the book and read some to you and here’s what you are
going to learn…” Russell then opens up the book and reads the table of contents. It’s a
really simple theme, he just took his product and gave them more information.

Phase 2 - People who have landed on your page

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Step 1 - Create an audience of those who visited your funnel in the last 5 - 7 days. They
were either prospecting and if they clicked through and got to the first page of your
funnel or they will have taken action and gone further and purchased. Exclude them if
they bought.

Step 2 - Make an ad calling them out “Hey, I don’t get it. You visited my page but you
didn’t get the free download. Did you know (insert epiphany bridge, story, testimony,
hook or call to action)?” This ad and audience lasts indefinitely if you set it up right. All
you have to worry about is more prospecting ads to keep these things full.

Example: Russell's Expert Secrets book: “If Tony Robbins endorses this, you know it's
got to be good”

Phase 3 - People who took action.

Step 1 - Create an audience of those who took action (opt-in) in the last 7 - 10 days on
your funnel but didn’t buy (or didn’t attend the webinar).

Step 2 - Make an ad calling them out “Hey, so I couldn't help notice that you hate
results…”(insert status which has worked well, an epiphany, testimonials or a hook and
a call to action) Note: this ad also lasts indefinitely.

Example: Here are pictures of Russell, Melanie, etc looking angry in the ad and it says
“Hey, we noticed you left without completing your order.” The headline says “Did you
forget to get your copy of Expert Secrets? Here are 3 people that can’t believe that you
wouldn’t have gotten this free book plus shipping!” And they are people you like, there’s
the status part.

Review:

Prospecting (cats)

Curiosity - It's the first time you're reaching out to these people, be interesting, give
them something to look at, the more variety you have, the better you can scale and the
more hooks you are throwing in to that red ocean. Hooks can be crazy things, status,
social proof, etc. See what sticks.

Congruency - You don't want to scare them away.

Retargeting (dogs)
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Speed - You need to make sure your retargeting windows are small when you’re
building your audience. You only want them to stay on there for 5 days.

Loyalty play - If they are not taking action, put them on a naughty list.

Efficiency - Make sure you are using a campaign objective that makes sense for what
you are doing. Have Facebook filter for you, have them go through the list and pick out
the best one. If you’ve already filtered, you don’t need them.

The 3 phases of retargeting

● Engaged
● Landed
● Took action

Don’t try it if you're audiences are too long, i.e. if they hit your landing page in the last 30
days and they haven’t taken any action. But if you have a really tight thing, your reach
objective is something you can tell Facebook to specifically allow you to get the
maximum amount out of that audience.

Test and replace: First set up your retargeting. Think through the three phases. If you
don’t know how to do this, you can give this to someone else to help you. That’s what
Russell teaches. You know enough “How” to go out and find your “Who”.

Set up each one and test it out. You can always go back to these retargeting themes
and try to beat them, it’s like a game. Test, adjust, play with it and fine tune so you have
some amazing retargeting.

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ClickFunnels State of the Union
Russell Brunson, Todd Dickerson & Ryan Montgomery

The ClickFunnels team recently opened up an amazing studio in Toronto and thought
that it would be awesome to rent an RV, wrap it with ClickFunnels stuff and travel
around capturing all the stories from funnel hackers. They are asking funnel hackers to
send in your awesome story to ClickFunnels and perhaps your story will be shown at
Funnel Hacking Live next year.

For Operation Underground Railroad, funnel hackers raised over $249,000 at Funnel
Hacking Live and Russell and ClickFunnels matched this donation for a total of half a
million dollars for the charity. Tony Robbins also raised just shy of a million dollars last
month!

ClickFunnels updates over the past year

The 7 touch point rule - on average, it takes 7 touch points in order to convert a
someone into a customer. The more positive contacts you have with a person, the more
leads you are going to generate.

One of the problems we have today is that our attention is fragmented much more than
ever. People are on all sorts of devices and platforms. Actionetics MD makes it really
easy to reach people on all of their devices.

Contacts that have the following methods of communications and accounts are worth
far more than ones without by:

Desktop notifications - 125% more

Phone numbers - 421% more
Facebook Messenger - 600% more

If you are not using all of those in your funnels, you must hate money.

How to implement these - On the Opt-In page, when you have an element on the
page, it checks to see if they have Facebook or not and it presents the opportunity to
check a box. They found that 43% of people to opt in would also check the Facebook
Messenger box. Since Facebook Messenger opens are at least double of email opens,
you are effectively doubling the engagement you are going to get from your leads.
Next up is the desktop notifications pop up where about 20% of people get added to
this.

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Next up is the Follow up Funnel Magic where they opted in, they got the free report,
now you are going to ascend them on your value ladder and go through the follow-up
funnel on the back end.

First, establish a recognized communication channel for them, so we are going to send
them a free report through all the modes - email, Facebook Messenger and desktop
notifications.

Also, when you do retargeting campaigns inside Actionetics, you can put them on a
separate retargeting campaign by their email address inside of Facebook, YouTube +
Google.

Next, we are going to do a prospects list and get them to the next step in the value
ladder. At this point, they have opted in, we’ve collected the lead and we are able to
connect with them through email, Facebook Messenger, desktop push, Facebook
retargeting, and Google retargeting right out of the gate.

Next, we are going to lead them to our upcoming webinar, but before, we are going to
put ads on:

- FB and YouTube ads

- Email
- FB Messenger

Next, we will hit them up with an email, tell them about the upcoming webinar. We will
also message them on FB Messenger. If they say no, you come back with, “I'm sorry,
but if you change your mind here’s the link anyway”, about 30% will click.

Then, we are going to do a desktop notification, telling them the webinar is coming up.
So they click through and land on a webinar registration page, which is a perfect place
to get their phone number if they want to get notified by SMS.

After they register, we are going to segment them onto a smart list and a follow-up
funnel that will deliver the webinar and presentation.

What’s a smart list?

A smart list is where people are added and removed to the list based on what they do. If
they land on the countdown page, they disappear after they buy the product.

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What about the people who didn’t buy it the webinar? We are going to continue them on
our follow up funnel that they get segmented onto and we are going to look at how to
double sell.

How to double sales on webinars

One of the first things we will do is reach out to them right after the webinar on
Facebook Messenger and ask why they didn’t buy, see if they have any questions. With
a push window, you can specify an exact time when the message will go out. You can
send a message that makes sure the message gets there at a specific time, when they
are most likely to be there, read it and buy. This also applies to everything, emails,
desktop notifications, etc. If people still haven’t bought after the webinar, you can send
them a PDF transcription of the webinar as well.

Then, we are going to use customer audience retargeting which will push them to the
replay inside email, custom audiences, Facebook Messenger, etc. We can notify them
right before the replay time with another desktop notification.

After this, they get added back into the main list until they do some other action in the
future.

Back to Actionetics, we are able to look at our emails and see which ones converted
and do some testing.

Also, footer links make a lot of money, utilize them.

To increase engagement, they drop the members into a membership area and they get
added to a smart list and follow-up funnel that syncs with the delivery of the
membership content. They have a drop delay with the membership content and with
emails as well.

Also, through Actionetics, you can send them freebies through webhooks or zendirect.
This leads to a low churn rate. All this is live inside of Actionetics MD right now.

People always ask what is happening behind the scenes. Over the last few years, they
have focused on People, Process & Product.

If you look at each of those features at ClickFunnels, it’s each a whole company. All
they do is email messaging or social imaging, it’s all built in to work together. If you look
at the users, we are running over 76,000 companies, not just one. You all really rely on
us every day and they don’t take it lightly to be the lifeblood of their business.
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At their office, they have fun. Their team is completely distributed, and quite a few
people work from home. One employee, Sean who’s a young kid, maybe 23, bought a
van and he’s traveling all over America, working out of his van, putting in the work for
you guys. Not all of them are traveling over the country, some are living at home with
families, kids. As a business, they are not just designing features, they are designing a
business. They have strong ideals about sales, entrepreneurship, what kind of company
they are building along the way.

For some reason, they have a lot of squirrels in their culture. They also have a lot of
sayings they try to reinforce to their employees and one of them is “Move fast but don’t
break stuff.” They constantly ask, “How do we keep moving forward and support
everything we’ve made?” They are here for the long haul and have hired a lot more
people (and are still hiring). They also gave out some really comfy clothes to their
people that included the line “What We Do Matters”. Because what you do matters,
they really believe this. We are building this for people who are putting food on the table
and who are changing the world.

As they grew, they knew they would also face problems and they love this quote: “Every
solution creates the next problem”. But not every business is structured like
ClickFunnels. They had to redesign the company many times over the last few years to
keep the team flexible but fast.

They use Slack quite a bit. They use tools and write code a lot to make sure what they
are shipping works. They write code to test the code. They use a tool called Rainforest
to make sure the systems are operating as expected. Real humans go through each
funnel. They are not shipping code several times a day, this is one-off.

ClickFunnels has had 188 million requests to their server just in the last 24 hours. They
are pushing six bills a month. From Alexa ranking, they are the number 591 on the most
trafficked site in US and number 1,464 in the world. That number doesn’t even include
custom domains.
So move fast, don't break things. Things happen, issues comes up, stuff out of their
control. One of the systems they use is Pagerduty so they have people on call 24 hours
a day on the operations team.

They monitor so much, they actually pay people to target them. They have a big target
on their back, everyone knows who they are. They use a whitehat hacking platform,
Hackerone and they know about problems before anyone else can exploit that. They
have had half a million known threats in the past 24 hours, mostly from China that were
blocked. The ClickFunnels system is hacker heaven.

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Behind the scenes, they are going through compliance framework and security testing
so you don’t have to worry about it.

The security, compliance and reliability checks is behind every feature and you
shouldn’t have to worry about these things. ClickFunnels wants to earn your trust.
It’s challenging to run one of the most heavily trafficked websites, but they love it and
they love all of you.

What’s Happening Next, What’s the future for ClickFunnels?

They are constantly asking, “How can we better communicate with our funnel hackers?”

There are more integrations with third parties and ClickFunnels now has 47, so if one
goes down, it's a big issue. They have added better error reporting and feedback in real
time. You can get notifications as soon as a third party has a problem with your account
and get instructions how to fix it.

There is a changelog and a status page. This is something they are doing on a regular
basis. When they do significant updates, or when a third party is having a problem, they
update their change log at changelog.clickfunnels.com.

They have a great UI team who are doing focus groups, etc. to make things easier.
They have new product workflow that will be available in beta soon. There is the ability
to more powerful searching, now you can search by funnels, by products. This is
available today. They are removing manual setup. Domain registration will be built right
in, for example.

They will continue that across the board. There is no extra work to do with SMTP
integrations. There is improved reporting as they want to give more insight - you’ll see
blocks, bounces, etc.

How to get access to all these things: They don’t want to interrupt your processes so
you have to opt-in for beta features. You can choose what new features you have inside
your app so you can customize it for your business.

More Training

There will be in app training, free training such as funnel builder secrets, one funnel
away challenges. You will be getting dynamic recommendations based on your specific
funnel in real time.

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They are continuing to stay ahead of changing regulations. There is an expanded
compliance team to help you stay off the changing landscape with the EU, privacy tools,
GDPR Tools, EU payment regulations, working with Stripe and 2 factor authentications
and all these other things the EU is going to require.

Automated and simplified sales tax is here. They have integrated with Stripe to provide
full automated sales tax recording, calculations, product controls and that is available for
beta next week.

The next thing they are working on is the ability to do flexible shipping calculations
insides different products, more flexible offers through variations, quantities, and
coupons as well as global products and new reports.

The ability to have sub users, this is in development right now. You’ll have ability to
invite users into your account with granular permission controls so they will not have
access to your entire account. You will be able to add sub users with security logins and
you will be able to see history logs of everything that’s been done in your account.
There will also be a two factor authentication for sub users.

They want to make their membership sites even better. Codename: Wasabi

● They will be upgrading security and access restriction options, with additional
models and options for security.
● IP restrictions, black listing of emails, and IP’s
● Membership upsells and OTOs, i.e. upsells within the membership area
● They have seen a 15.8% - 27% increase in additional sales by offering this in the
app
● Expanded publishing options
● Previous lesson requirements and flexible drop options to unlock sections
● Membership area unlocks with tagging
● Progress tracking and analytics
● Time on lesson requirements to track completion
● Account management
● Self service account management, updating your credit card, being able to
manage your subscription
● Membership dashboards
● Magic sign in links (if they forget their password)
● Social login (so people can log in with Facebook)
● And an Undo button

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Power user CRM - Codename: Pypeline

● Powerful filtering and searching through your contact profiles (you can say you
just want a list of people who bought this product and are tagged within a certain
tag, for example)
● Improved contact profiles
● Since sub users are coming out right before this, there will be specific tools for
them
● Public API

Horizontal pipelines - it tracks your customer journey across the funnel universe and
tracks where people are moving about.

The mobile stats app is live and they just recently updated the app and it makes it super
easy to track your stats. They also launched a new marketing secrets app as well.

Editor Upgrades

● Survey element - You will be able to create a smart list that’s targeted to people
who answer a certain result to a survey funnel
● Universal sections and rows to save time
● Complete new order elements to increase conversions based on tests
● New themes and advanced options for elements like 2 step orders and order
bumps

You will have beta access to Mother Funnel Secrets. If you go into your account
settings, there’s room for 4,500 people to test it out.

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Myron Golden
How To Sell

Myron has been doing this for over 27 years and is an author, publishing the From
Trashman to the Cashman book, a speaker, and a dynamic business trainer among
other things. Do you want to learn how to sell more so you can impact more?

Golden Rules of Wealth Through Persuasion Mastery

Step 1 - Understand the Elapse-Collapse Paradox

This is the paradox between how people create wealth and collapse poverty.
People let time go by as they fill their days with Netflix, sports, just elapsing time frames,
letting time expire without making valuable contributions. They've been programmed to
believe lies and one of those is that ‘time is money’.

Don’t ever say that again. Time is more valuable than money. Money is replenishable,
but time is not. Once this day goes by, it’s over forever. You can always get more
money. You’ve got to act like you are expiring because you are.

The wealthy, the rich collapse time frames. You need to learn how to get more done in
less time. Broke people sell a lot of their time for a little bit of someone else’s money.

People need to sever time for income generation since wealth is measured more in time
than money. As long as time is tied to income generation, you are going to generate a
limited amount of income because you have a limited amount of time.

If you made $25,000 a year and you work for 40 years, you’ve made a million dollars in
your lifetime. Are you rich though? No, you are not.

People think that money is the goal. What if you make that same million dollars in one
year? Then you are rich. The amount of money is the same, the only thing that changed
is the time frame. All you did was collapse those time frames so that you made the
same amount of money in a shorter period of time.

Your whole life has programmed you to believe that there is something wrong with
getting rich quick. When people talk about getting rich quick, they call it a scheme. What
about the ‘stay broke for the rest of your life’ scheme? The word ‘scheme’ comes from
the word schematic which means plan.

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If you make a million dollars in a month, you’re 12 times richer than the person who
makes one million dollars in a year. You should focus on creating wealth through time
instead of creating wealth through money.

Myron purchased his first house in 1992 for which he paid $200 at a tax sale. People
who stay broke their whole life, they waste time trying to save a little bit of money.
When you begin to understand that time is more valuable than money, you will spend as
much as you have to, to buy back the rest of your life.

He grew up poor, is the second of seven brothers. They wore out clothes quick, ate a lot
of food, and he didn’t really learn anything about how money works growing up. Today
though, when people ask what he does, he says he is gainfully unemployed because he
doesn’t have a job as his money works for him every day.

In 1998, he made $48,000 and in 1999 without having a goal written down, he wasn’t
doing affirmations, he just shifted his focus and started working on income producing
assets and within 3 months, he accidently made $6,000 in one week.

The thing that was mind blowing was that it was easy. He wasn’t hustling, grinding, he
got it by shifting his week and in a few more months, he made $8,000 in one day. It's
easier to make a lot of money in a short period of time than to make a little money over
a long period of time. You don’t have to believe that, but it will help you if you do. Just
pretend for a day that it’s true. Adopt it as a belief.

When you believe this, you will stop looking for all the hard ways to make a little bit of
money and you will start looking for the easy ways to make a lot.

Most people are “hard-a-holics’, they are addicted to difficulty.

These principles will work for whoever uses them. Myron loves Physics and Math,
things that can be measured. He was flying home to Baltimore one day and starting
talking to a guy named Austin from Boston, who was a Physicist. They shared their love
for Physics and talked about it the whole flight. One of the questions was “What’s your
favorite Physics principle?” It was the fact that all principles are microcosms of each
other.

If you take a principle out of one arena and put it in another, it has to be true. If you take
a principle like “it's easier to make a lot of money in a short period of time than to make
a little money over a long period of time” and you move it to another arena, then it still
has to be true.

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Dave Woodward then joined Myron on stage. Let’s say he and Dave are going to get in
a race. Now remember, Myron has a brace on his leg, let’s say they are going to do a
mile race. How many would agree that it's not fair for them to go same distance? So
instead, Myron will go 2 miles and Dave will go a mile.

How many know Dave will win the race unless Dave is running and Myron is on a bike?
Because Myron said he going to go 2 miles. He can go farther, faster and use less
energy. You need to do the same in your business.

What if Dave goes 2 miles and Myron does 4...unless Myron is in a car. What if Dave is
in a car and Myron is on a plane? What if Dave is on a plane and Myron is in a jet?

You can always make up in leverage for what you lack in ability.

So many of you are going through life believing that you can't do things just because
you can't in your natural state and all you have to do is look for better leverage.
ClickFunnels, the Inner Circle is your leverage, everything we teach is all leverage.

Do you realize that if you are making less than $100,000 a year you are running, you're
not very active.

You're the only leverage you have.

If you making $250,000 you're on a bike

If you are making $500,000 you are in a car
If you are making $1,000,000 you are on a plane
If you are making over $1,000,000 you are on a jet

ClickFunnels is your jet fuel, Funnel Hacking Live is your airport. You have to
understand the elapse-collapse paradox. If you are broke, stop collapsing time frames
watching Netflix, etc. Turn the TV off and go shake that money tree.

You’ve got to utilize emotional cooperation persuasion. That means you’ve got to
master messaging that makes people feel good about buying from you. They don't care
about your stuff, all they care about is, can you make them feel good with the result?

Isn’t selling manipulation? If you’re broke, you have already been manipulated. There’s
nothing evil about selling, it’s one of the most noble professions on earth.

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Take some money out now. Look at the money and say, ”The only reason I ever have
any money in my pocket to do the things I desire to do for the causes I care about and
the people I love is because somebody, somewhere sold something for a profit.”

If someone didn't sell something, you would not have food in your fridge, gas in your
car, you wouldn’t even have a fridge.

The media and government has demonized businesses and salespeople. By the time
the average American youth has their 18th birthday, they have seen 10,000 people
murdered on television by business owners, entrepreneurs and salesperson for money
than any other category of human being. That’s how Hollywood has perverted what
business is.

Myron urges you, “Don’t buy the lottery!”

Myron brought five people up on stage and asked them a question with the rule that no
two people can give the same answer.

He holds up a $100 bill and asks them what it is.

First person says it’s a $100 bill

Second person calls it a gift
Third person calls it a choice
Fourth person calls it an employee
Fifth person calls it paper that has nothing backing it up

How many of you believe that the other loves to pay you?
Do you understand that all the beliefs that we have are installed?
One of the things Myron has figured out is that he loves to pay other people, he loves to
write big checks, he loves giving big tips because he loves to pay the people who serve
him, his clients that he attracts love to pay him.

You don’t believe anything until you take action on the thing you said you believe.
There’s a principle in business called the first mover advantage.

How come McDonald’s sells more burgers than other burger places? It’s because they
got here with a system first and they sell culture.

Wealth has a need for speed. You’ve got to get into overdrive. You have to have a
sense of urgency to make your life better and you have got to act now.

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Often times people will try to give their money. People learn to be good givers but not
good receivers. A river has to take water in and out both.

You want to use the most effective means possible to sell your products. People do
things because they feel like it. Your job is to learn how to make yourself feel like doing
the thing. Until you first persuade yourself, you’ll have trouble persuading anyone else.

Your job is make people feel like buying the things that is going to make their lives
better. It's not about making them buying, it's about making them feel like buying.

There’s always two stories being told at the same time. There’s the cover story, that’s
what the movie is about on the surface. Then there’s the covert story, it's about how it
makes you feel on the inside. It’s called a movie because it moves you inside.

With a sales presentation, you need to figure out how to bring enough drama to your
presentation to make people feel like buying your product.

People love to buy and they love to be sold. If you believe people hate to be sold, you
can’t service them. The word sell means to persuade. People love to buy but they hate
to be convinced. Convincing is what you do when you haven’t sold and you beg them to
buy.

Persuasion is when you help them to make the decision they already want to for their
own reasons. You just have to listen to them. A good salesperson will listen twice as
much as they talk. The client provides the content and Myron provides the context. They
say what they desire and you tell them what this product means towards their desire.

You have to up level from markets of commodities to markets of premium.

There are 3 different types of markets

Commodity is the worst because no conversation happens with a client until the point of
sale and the competition sets the price. Myron doesn’t have any competition because
he sells results. His results don’t have anything to do with whatever anyone else is
selling.

Then you have mass markets in which the price is set by the cost of goods. A house is
an example. Stay out of these markets. All of the sales conversation happens apart
from you before the customer comes to you. They want to buy a car, they go to Kelly
Blue Book first.
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Get into premium value markets instead where the conversation starts long before the
offer. Then the price is set by the result you can get. Look at the value of your result,
divide it by ten, then that is the price. You want to sell a $10,000 product, you need to
get someone a $1,000 result. When you learn how to persuade, you use emotional
cooperation selling and you collapse time frames.

You want to master the things he has talked about. The definition of mastery is the
ability to execute effortlessly without the use of conscious resources. When you master
persuasion, you give yourself the biggest unfair advantage that anyone else has.

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Jim Edwards
Make ‘Em Thirsty, Then Sell Them A Drink

He’s a copywriting genius, the master behind Funnel Scripts. Stories make people
thirsty for what you are selling and sales copy tells them where to buy a drink.

People often ask, “What’s up with that unicorn thing?” In 2016, during the election, he
made the mistake of posting something on social that was political. You cannot win an
argument on social media. So he said ok, what could he post about that would be so
magical, so innocent, that no one could be offended? It was cute little kitty cats. But that
had already been done. So if not cute kittens, then what?

So he was just having fun when he decided to do a 60 day unicorn challenge. He’d find
the cutest thing he could find and he would post it. Within 3 weeks, people were saying
every time they see a unicorn, they think of him. Then people started doing his job for
him and posting unicorns on social media. People would send him cool stuff, like mugs,
etc. with unicorns on them.

He thought the moral was about accidental branding but it's really about who he is
becoming as a person.

Stories make people emotional, emotion is what changes their state, changing their
state is how to get them to buy. If your story is good enough, your sales copy can suck
and you will make money.

4 Story Scripts

You can use them anywhere, in content, webinars, emails, etc.

1. Personal anecdote (i.e., how he become the unicorn guy)

2. Mistake
3. Myth
4. Misconception

1. Personal anecdotes

1. Tell your own story, that's the one thing that can’t be hacked. In the end, people
buy from you
2. Always tell the truth, sometimes you want to embellish, but that way you don’t
have to remember what stories you told
3. Always have a point and never ramble
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2. Mistakes

Here’s a big mistake Jim made - he wrote a book called 7 Day Ebooks that he started
selling in 2001, averaging 10,000 sales per year. In 2012, they included a $47 OTO and
immediately has a 20% conversion rate. That meant an extra $94,000 a year.

He got depressed because he was doing the math and felt he cheated himself out of $1
million because he didn’t have an OTO.

Never launch a funnel with at least one OTO

What’s the fastest way to add upsells and OTOs to any funnel in just a matter of
minutes? It's called ClickFunnels.

If you're an author and he told you that story, he’s going to have a real easy time selling
ClickFunnels.

There’s a 4 part story selling script for this:

1. Lead
2. Flow
3. Moral
4. Transition

1. Lead
Who wants to hear the magic words to use to make everyone stop what they are doing
and listen to your story?

It’s like when you were a kid you at story time - the lead is - “Let me tell you a quick
story”

2. Flow - just tell the story.

3. Moral - recap the lesson for them, you get to tell people what to think as a result of
hearing your story. They have dropped their defenses and are listening to you.

4. Transition - “By the way…” (use these exact words)

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3. Myth

No one likes to be lied to. A myth is a lie someone else tells you. A misconception is a
lie you tell yourself.

Myth: you need to have a publisher to publish a book, a lot of people believe that.

In 1992, he wrote a book on how to sell your home and it got rejected by 40 publishers
so he decided to publish it himself. He used it as a business card. Jim’s first year in real
estate, he took 51 listings because he had that book. In 1997, he started selling online.
He had a book funnel although he didn’t realize it at the time. He got written up by the
NY Times among other accolades. And one day, he pulled up to a house and the
woman said, “That’s not a real book.” She said she looked for it on Amazon and it
wasn’t there. It like a bolt from the sky.

He realized there are 3 things that make your book a real book:

1. Unique content
2. It’s got a professional eye catching cover
3. It’s published on Amazon

What if he tells you there’s a service that will take a webinar and turn it into a book, or
there’s a software that makes it easy to publish your book in as little as 3 hours.

If you want to have a book and he’s tell you that story, you are going to listen to what he
has to sell, you are thirsty.

4. Misconception

Twenty years ago, he was sitting in an audience and he was a mess. He wasn’t making
any money. He had quit selling real estate and was determined to make money online.
He had no idea how to do it and his web design company was not going well.

$8,769 was the total amount of money Jim had brought home in 1999. He sucked at
business, he lived in a crappy trailer, even had had to get a title loan on his car to buy
groceries. For Christmas, his in-laws gave him a bankruptcy as a gift, when all the other
kids got new computers.

When you go to bankruptcy court, you have to list your assets and he had to list his
book. The judge made fun of him and said it must not be a very good book if you don’t
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own any real estate. His biggest misconception was if he had a lot of money, he could
buy a lot of stuff and all his problems would go away and nothing bad would ever
happen again.

So between 1999 - 2007, he took massive action. He went from less than zero to now
living on 100 acres, in a 7,000 square foot house and driving a Rolls Royce. He thought
money made him safe but he was dead wrong.

Jim has a son who shipped off to Iraq in 2007. When he left, Jim offered to buy stuff
they needed for the combat engineers. His son’s job was to look for roadside bombs
and his unit got hit by one on Oct. 25, 2007. His son lost his leg and he went into a
coma for 2 days and later woke up in Germany.

Here’s why you want to make as much money as you can. Four days later, Jim got an
email from his son’s commanding officer. He said the medic who was treating his son
had to use a headlamp to save his life to see what he was doing. It was the same head
lamp that Jim had donated previously. The lamp that he had bought saved his son’s life.
The actions you take have far reaching consequences.

His son has healed over the years and Jim now has a grandson who would never have
been born if they didn’t buy those lights.

You need to understand that with true wealth, you have the resources to protect and
heal, not to buy stuff. He thought the unicorn was funny but it's actually a magical
creature whose job it is to protect the innocent and serves as a strong character.

The moral of this story is really simple: you want to become a rich unicorn. There is no
better example of a unicorn than Russell.

It gives you the freedom to write any story you want for your life and the life of others.

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Yara Golden
Email Story Telling

How many people have heard that email is dead? How many people have a significant
other, child, parent, etc. that regardless of the platform they contact you on, you would
open it up?

In 2014, Yara was on the tail end of her divorce and while she was sitting in a room with
her board of advisors, she watched while they were at the white board and spoke about
hundreds of thousands of dollars they were making a month. But she didn’t know what
she was doing. She said she’s just watching, she doesn’t have a business. But Trey
said that’s the best place to start.

The only thing she knew how to do was relationships. When she got divorced,
everything fell apart and she needed to work on her ability to connect and relate to
people. She made her profile public on Facebook and talking about what was
happening in her life. People started reaching out to her and asked how she was
navigating this complicated thing so publicly and gracefully. They were asking for her
help navigating their own problems. That’s how her relationship consulting business
started.

Because of her board of advisors, she also ended up in some cool rooms even though
she didn’t know what she was doing and it opened up doors for her. She kept putting
herself in uncomfortable situations even though she didn’t know what she was doing.

Her business started growing. She held a private retreat but only one person showed up
even though it was supposed to be six. Although she felt like a failure, she kept going
and worked to change this woman’s life. Soon more came to her retreats and every girl
she met had experienced tough times and had the most incredible stores but weren’t
sharing them. Instead, they were hiding in plain sight and living their lives pretending to
be someone else.

So she was helping them with the relationship they had with themselves. No
relationship you have is ever going to be better than the relationship you have with
yourself. Her primary mode of communication with her audience was long form copy.

In 2017, she realized she had written over 400,000 words on Facebook in just posts.
Yara thought to herself, maybe she is a writer. So she adopted the identity of writer.

In January 2017, she was approached by an inner circle member and was asked if she
wanted to write for her. Yara took her cost per acquisition from $16 down to $3. The
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reason was they were talking to her audience and telling the story of how she created
what she doing and why she was so passionate about it and why they should pay
attention and use the products.

She went on to write for other people and with one, they tripled open rates. She wasn’t
even writing those herself, she trained this client’s writer.

Marketing is not so much about the stuff that you make, it's about the stories you are
telling. It's about how you make them feel. You want to move them to action, not
convince them.

3 different types of marketers

1. The Pickup Artist - in real life, they only care what’s in it for them. There is no
long term strategy and this person is not sincere. He’s going to do and say
anything to get what he wants. He is in your inbox and only thinks about what he
wants, sounds rehearsed, and has no repeat business. He is using the list like a
booty call.

2. The Player - comes on strong, says and does all the right things, makes you feel
special, promises he’s different than the others then drops you like a bad habit
when he doesn’t get what he wants. He’s in your inbox, makes you feel special,
gets you to believe he’s the real deal then ghosts you as soon as his automation
runs out. This guy puts the work on the front end, but there is no long term
commitment. You only hear from them when there is a launch, an affiliate offer
they want to promote, etc.

3. Mr. Nice Guy - he is a people pleaser extraordinaire, hides his lack of confidence
behind acts of service, knows what he wants but is too afraid to ask for it. He is
into you but feels resentful and is not going the extra mile. In your inbox, he gives
ton of value, but never makes you an offer, his information is useful but is
incomplete, gets you motivated and inspires you but to work with someone else
because he is not making you an offer. He has friend zoned his list.

You want to be none of these, you want to be relationship material. He challenges you
to think, isn’t afraid to let you into his world, establishes trust and mutual respect, shows
up and lets you be seen. He helps you become the person you're meant to be. In your
inbox, he is thinking long term from the beginning, provides inspiration, motivation and
value consistently, challenges and makes you think about where you've been and

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where you're going, leads by example, and provides opportunities for you to work
together.

All of this sounds great, but what about the money? By helping them to show up and let
themselves be seen. It’s not easy and simple. We all have fears and insecurities. We
live in a vacuum that we think it's just us. But everyone has felt it, but just talking about it
and acknowledging it and making it real outside of ourselves, lets people say, “I felt like
that too.” Everything gets better once we show up person to person and connect.

Story selling framework

1. Assume familiarity. Let your prospect feel like a best friend. No #firstname…
when you send an email. If that happens by accident, apologize to them right
away, respect your readers.

2. Create a curiosity based pattern interrupt. Make your readers do a double

take when scanning through their inbox. You want your headline to cut through
the noise in their inbox. It should be sensational enough to cut through the noise,
but curiosity based that they are going to open it up.

3. Hook your reader immediately. Every email Yara sends has a ‘possible quote
card’ attached to it at the top of email. This is a little blurb text that lets the reader
know what’s going on in the email, why they should care.

4. Guide their epiphany. Help them understand what’s going on by relating it to

something they already know. You can say, “It’s kind of like…”. When you take
something and create a metaphor for it, it’s more relatable to them. The best way
she can describe it is likening it to a car windshield on a road trip. It’s clean and
nice at first then the bugs appear as you move along and it gets dirty. This is
what it’s like owning a business.

5. Give your reader the win. Give them credit. Start using inclusive language, say,
“I’m just like you, I screw this up too, that’s why I know the answer.” Our fear, our
doubts keep up safe only because we are playing a much smaller game. Bring
them along the journey. We get it because we've been there and they feel good
when they read your emails.

6. Talk with them not to them. Ask them what’s going on in their world. Ask them
if they have felt a certain way and ask them to hit reply to help out. Yara showed
an email asking for a reply and 4.4% of audience replied, 88 replies within 60
minutes.
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Breaking down the email that got all these replies:

1. There was no salutation. He just got into what they are saying right away.
2. He turned ClickFunnels into a McDonald’s by giving a great hook which talked
about how they were on track to hit 100 million dollars before the year is out.
3. Come on this bridge with me.
4. It’s lucky for you we figured this out. You don’t have to do this work.
5. Are you in this situation? Let me know if we can help you out.

Ask yourself who are you showing up as and who do you want to be showing up as
because this will make a complete difference in your business.

A few months ago, Yara got hair extensions and eyelash extensions but her face
swelled up. It's amazing because no matter what level of success you have, you feel the
need to be more, look the part. But that experience made her realize she doesn’t need
to be more in order to make an impact and make a difference.

The stories you have and tell are what your audience is hungry for. Story selling isn't
about selling products, it's about helping your prospect understand and buying into the
possibility their life can be different. Share your stories for the benefit of your business
and people you serve. Show up and let yourself be seen. Show your fear and
imperfections.

Make marketing great again.

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Brendon Burchard
The 7 Day Launch Funnel

Brendon doesn’t typically teach marketing, but Russell saw him on stage teaching the 7
Day Launch structure at a conference and that got him excited. Russell and his team
ended up launching their own 7 day funnel and they hit the 2 Comma Club in just 3
days.

Brendon has the #1 business podcast on iTunes in the world with an average 100,000
downloads per episode.

His business has generated $2.6 million dollars within last month alone and they have
done that 12 times. He is a personal development guy and doesn’t get to talk about this
type of thing often. He’s had 6 NY Times best sellers, a quarter billion video views, they
have over 2 million online students, and what most people don’t know is that he built all
of those funnels himself.

He still codes the pages, draws it all out, and builds each page, tests it 5 different times
and has had evergreen funnels running since 2008. Those have made $50 million
dollars.

When they mentioned he had the #1 business podcast, it had hit even though the
campaign doesn’t start for 2 more weeks. So how did it become #1? They had all this
momentum coming in from the last 60 days of live launches and it built up such a
community, these people were the most ardent fans they had.

7 Day Live Launch Funnel

22 years ago, Brendon was in a car accident. At that point in his life, he had also been
suicidal. He was in college and he had broken up with his high school sweetheart. His
whole life had been tied up in that relationship and after that, things started to fall apart.
The accident made him have a real reverence for life since he survived. At the end of
our lives, we will wonder about if we really lived our life, whether or not we really loved
and whether we really made a difference.

Live. Love. Matter.

He knew that with his experience of mortality, this is what really mattered. If you don’t
know the questions you are going to ask at the end of your life to evaluate whether or
not you are happy with the way you lived your life, don’t fool yourself into thinking you
are living on purpose yet.
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So many people have had second chances in their life. How many woke up and realized
that your life isn't what you wanted it to be? Every morning when you wake up, that’s a
second chance. Life is way too short, so it matters what you do, how you feel, how
much joy you take from what you're doing.

At the end of his life, Brendon will ask, “Did I live, did I love, did I matter?”
Figure out the questions you’ll ask at the end of your life.

Now that he had a second chance, he knew what to do. But next, he had to figure out
marketing. He wanted to know how to take that car accident story and use it to inspire
people. He wrote a book called Life’s Golden Ticket. That did not do as well as he
wanted to, at first. But he was thankful it bombed because that led him to figure out
marketing. He invented the free plus shipping model. Brendon learned there are
different ways to do marketing that really work. So this was in 2007, he had his first
funnel that went up in 2008 and was a multi millionaire by the end of the year.

He had a 7 day window in the calendar and nothing was scheduled, no promotions or
launches. In about 21 days later, his dream house was about to close and he knew he
had to make money in those 7 days. If you only had 7 days, what would you do? Back
then, going live was becoming a big deal. Brendon did the 3rd million dollar live launch.

This is the summary for the 7 Day Live Launch (7DL)

1. Pick what you want to sell, this is called your Main Product. They were going to
launch a course called Productivity Master Class, a $300 course.

2. Go live on the Internet and for 3 days, you are just teaching your face off. But you
are not selling your main product. You are teaching a related topic or idea. For
example, with his product, he taught motivation for 3 days or focus, or influence.
Go live on a specific page that is branded to you. They use Wirecast and
Ustream. Down below they have a chat roll. That way when you are live,
everyone is engaging, you can give away prizes. It’s quality time building your
community, building and teaching them. This is your Filmed Product.

3. At the end of the 3 days, offer your audience the Filmed Product for FREE, if they
purchase the Main Product.

On day one, you announce the training. You can say, “You know, I’m deeply passionate
about the topic of motivation and most people struggle with it.…so I've decided that for
the next 3 days I’m going live with a full on training and later on I’m going to sell what I
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film. But since you’re on the list, you’re in my community, you get to watch it for free.
Here’s the agenda, Day 1…” You must pre-announce the agenda if you want the
engagement for the 3 days.

For the agenda, he literally says, “At: 8:00 a.m., I’m teaching this, at 8:30 a.m., I’m
teaching this…” He goes live between 2 hours and 6 hours. Sometimes they run B roll
during that time and his team can splice in another video so it doesn’t have to be him
100% of the time.

Brendon does broadcast quality with a DSLR camera and putting it on a page. Tons of
his best clients have done that with just social media. Pre-announce it, make it a big
thing, get people excited about it.

Then for next 3 days you go live and film the whole thing. While you are filming, you
have the “front of house” and “back of house”. When you're in front you get closer to the
camera, away from your charts, etc. and let the audience in on the thing. Everyone
loves the behind the scenes. You should put them in all of your campaigns, otherwise
you are leaving money on the table.

“Hey guys, welcome to my 3 days of training. I’m super pumped to be here and in a few
minutes, I’m going to step back to that flip chart back there. For 3 days I’m going to
teach a full course on the top of motivation. It’s going to be very advanced and make
sure you have your journals. Now on this page, there’s a button you can see moving
down the whole agenda. When I step back and go live, we are going to record that and
I’m going to sell that. But because you’re in my community, you are going to get that for
free.”

“Down below there’s a chat roll and I want you to ask lots of questions. If I answer your
questions, I”ll give you [throw in a gift]” You’ve got to incentive, the chat roll
engagement.

Then step back to back of house and pretend none of that happened and you are really
filming a real course. “Welcome, I’m Brendon and in this first module, I'm going to
teach…”

As he’s teaching he goes back to front of house and says, “Hey, I hope you are enjoying
this. If you are just tuning in, I’m filming this course for my community for free for the
next 3 days….”, and then he answers questions, gives out swag, etc. If he feels tired, he
tells them he is going to show a related video that helps them go deep, so take notes on
it, then he asks his team to roll the video and steps out. This goes on for 3 days.

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Some people have done this for 15 minutes a day, you do what’s appropriate for you,
you just have to know what to teach. Remember - front of house - behind the scenes
with the audience and back of house - teaching. You get that right and they won’t stop
watching. Use special hashtags, social shares on the page. The agenda is everything,
use your marketing skills to write great titles so your people have to watch.

Now after day 3, towards the end of day 2 or 3, reveal it all, “If you’ve been really loving
this, I’ll give it to you free because we have a special promotion going on right now for
one of the courses called…”

Brendon will throw in full transcripts, audios, etc. of what he’s been teaching for free.

Pricing Strategy for your product

$0 - $300 product - announce your sale on day 2

$297 - $800 or more product - wait a bit more in this process to sell

Bundle your offer on day 4. Send it out in an email, explain that so many people have
been watching this and some people have missed some of the recordings and you
decided you will give away all this stuff for free because you have a special on your
main product, plus you’ll give away these other bonuses that will be thrown in. But they
have to purchase by the end of deadline which is in 3 days.

This works because very few people will go live for more than 20 minutes, but people
who will do it will make the money. Like when Russell did it, he was so pumped and did
7 figures.

You created a product while promoting another one. So many people are going live and
not selling it. If you’re going to go live, repurpose it and sell that. Excellence really only
takes 2 extra days of planning. If you step back and ask strategically, where can you go
with this? Things start to happen.

Recap

Announce your training day 1

Do the 3 days live training on days 2 - 4
Day 5 bundle your offer
Day 6 - 7 is the deadline

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After that first 7 day launch, asked what can we do better? A couple of things they did
the second time was:

- Ran ads every day of the campaign to get more opt-ins

- Had a stomp down ad sequence. In the last 72 hours of the campaign, run ads
that say only “72 hours left!” Then do the same for the last 48 hours. Every day of
the last 3 days, run ads to that page to build that social engagement, it really
helps.

On days 8 - 30

- Run a webinar to everyone who was there that didn’t buy.

- Do a mid tier price point from $97 - $297.
- With that webinar, add your 72 hour deadline.
- If they still didn’t buy, take them into an application campaign which ends at the
end of the 30 days. Sell your highest thing with the application process which
highlights your success story.

If they found the webinar doesn’t super convert, when they dropped in the application
process, the numbers really increased.

Give them something that they see you creating. What if you have a physical product
instead? You could demonstrate your product and then sell it and bundle it.

Six years ago, he stood in front of a major marketing audience and told them, “If you are
not spending a $1,000 minimum on Facebook ads, you have not joined the modern
marketing era.” That was early in the conversation for ads. The tide has changed so
much since them, you have to go live.

Brendon wants us all to subscribe to his HPX Podcast so he can knock Ron Burgundy
off the chart.

The reason they hit #1 was that they did a 7 day live launch 45 days ago, the
engagement in live is so huge. They also took the audio and posted it on the podcast
each day. So for 5 days on the podcast, they got both audio and video listeners which
created a tidal wave of listeners.

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Julie Stoian
Freelancer Secrets: Starting Your Own Agency

Julie is the co-founder of Funnel Gorgeous and Create your Laptop Life as well as the
VP of Marketing for ClickFunnels.

Funnel Agency Secrets

Most people overestimate what they can do in 1 year and underestimate what they can
do in 10. If you took a selfie today, do you think you’ll look back in 5 years and think you
were underestimating what you were capable of. That’s what she did.

Julie had gotten married at 21. They were a conservative christian family and had
children together quickly. At age 26, she thought she had it all together, but then her last
child was born with a serious heart defect. She felt unqualified to be a Mom and was
nervous when the medical staff told her, her child could die. She convinced the NICU
nurses to let her bring her other kids, who were quite young, there so she had all her
kids there at once. For the next 10 years, she was married to her childhood best friend
and they were broke. They slogged through it and in 2010, she started to write and blog
to get her thoughts out.

Everything felt like it was going right, until it’s wrong. In 2011, she and her husband
went through a series of traumatic events and it was the darkest period of her life. There
was death, suicide in the family, a toxic family member abused her and their marriage
didn’t survive. In 2014, they got divorced. She felt like a failure as a Mom, wife and
human.

Four weeks after deciding to get divorced amicably, she found out she was pregnant.
She had no health insurance, no way to make money, she was terrified. She had three
children she had to take care of with a new one on the way. She ended up getting a job
and began moonlighting her freelance business to try and figure out what she was going
to do.

● In 2014, she made $25,000

● In 2015, she made $79,000. This was the freelancer struggle. She was making
money but it wasn’t enough
● In 2016, she made $325,000. This is where she met Russell, discovered
ClickFunnels and everything changed
● In 2017, she made $1,300,000
● In 2018, she made $2,100,000

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Maybe you have no money today, maybe you are in the freelancer struggle. In 2016,
that was the pivotal moment that she got it. Even if you're not an agency, you’ll get
something out of these three things she is going to discuss.

● The upside down power of service

● The biz intensive funnel hack - (Proposal Secrets)
● “Zucker booked”, how she filled her agency with clients with no ads, all straight
from Facebook

Secret #1 - The upside down power of service

There’s a lot of side eye about service based businesses. The stereotype we have is
that it’s a slog, clients are difficult. There’s a YouTube show called Freelancers that
ClickFunnels is running now.

Starting a funnel agency will give you an unfair advantage. There are three core
elements of any startup business - you need: marketing, people and money.
An agency will give you those three things better than any business

When you become an agency, you market to multiple businesses every day. She did a
funnel for a tattoo artist, a court reporter business, a photographer, etc. and quickly
become an expert.

She then gathered an army of people that made everything possible. In years of having
a funnel agency, you get to know copywriters, designers, photographers, Facebook ad
experts, etc. so when it was time to launch her own thing, she had an entire army ready
to help her.

A funnel agency will give you more money than any type of business right out of the
gate. The average customer spends about $25,000 with her. It’s the most powerful way
to break into the online world because you are building the marketing machine to plug
your million dollar idea when it hits.

You are investing in the one skill that will get you out of the rat race forever. That one
skill took her from freelancing to the top 1% of income earners in the U.S.

For those that don’t intend on become an agency, the point at which your business
grows big enough, you need a marketing department, that is just what an agency looks
like.

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Secret 2 - The Biz Intensive Funnel Hack - (Proposal Secrets)

This is the only funnel you need to get to 6 figures. We all know that service based
businesses are not all roses and unicorns. We struggle with scope creep, projects that
go out of control and discovery calls that go on and on.

Julie made a phone funnel that starts with a hybrid service page. So many people put
packages up on their site but packages is like buying off the rack. They are trying to find
something that fit, but then can’t find a package that fits their business. Say death to
packages because that leads to scope creep.

Julie built a service page that was built all about custom. She used direct response
marketing principles and at the bottom they would opt-in to a discovery call. The
problem with a lot of this is you are put on the spot because 15 minutes in, they want to
know how much it’s going to cost but it’s impossible to know so you have to start selling
one thing.

She took the part of the service that dealt with every single service and made it its own
product. Julie created a “business intensive” and she spent hours researching their
product, then would do a 2 hour call event and then produce a report that would show
her entire plan from soup to nuts. She sold that one thing for $1,000 and had a close
rate of 50 - 60%. She was able to create proposals that were much accurate.

The discovery call would lead to the intensive and she would funnel hack beforehand,
then get on the phone and ignite their imagination, covering all her bases with funnels,
strategy and traffic in her session. Then she would give all her strategy away because
she was being paid for it.

With your offer:

● Make sure you are their solving problem.

● Create a new opportunity as you understand false beliefs.
● Make sure the offer is irresistible.

With your Funnel:

● Grab their attention, have a hook, a story and an offer.

● Run the numbers and make sure the percentages work, get a spreadsheet out to
set expectations during the business intensive.
● Make sure there are both emotion and logical closes to make it easy for them to
buy.
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With your Traffic:

● Make sure you are selling to the right temperature, i.e. is the back end funnel
selling to hot traffic? Or is the front end selling to cold traffic?
● Create ads that are highly engaged and have a pattern interrupt.
● Use retargeting and follow-up in the intensive plan.

So you’ve got paid $1,000 and this person sees how much work it is. Now they are
framed to see you are doing a lot of work for them and they also can see the
possibilities. They see everything listed out for them.

10 Building Blocks of a Custom Proposal

● Overview
● Project plans
● General costs of tools & program
● Conversion rates and expectations
● How we can help, show them how much it will cost and the timeline
● How they work as an agency
● Communication channels to eliminate 2:00 a.m. phone calls
● Project management process/file management
● Invoicing
● A la carte pricing, for the people who seemed like they wouldn’t bite to see the
value

Once she gets $1,000 for intensive, Julie then closes the proposal. That’s how she
made $325,000 in 2016.

Sell that one thing that gets them excited for the bigger thing because it will banish
scope creep.

How to Get Clients

Make Facebook the top of your funnel. Make your Facebook profile business like your
profile, because when you go into groups, you go in as your profile not your page.
There’s places you can put links and information on your profile page to lead people into
your business.

Every day go into Facebook groups to find clients, but before you post, make sure you
stick timeline bait on your profile. Make sure your latest post on your profile is insanely
good, with case studies, how awesome your clients are doing, behind the scenes posts,
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etc. When someone checks out your profile they see links to your business intensive,
and amazing content. Facebook is for business, not for fun.

Join groups and find hot threads. It doesn’t even have to be about marketing. Your goal
is to do one of the following:

● Be super helpful
● Super funny
● Super polarizing

You want to make a comment on the hot thread that will get a lot of reactions because
Facebook shows the most relevant comments first. You are talking to the original
poster, all the commenters on the thread and the thousands of lurkers who never even
comment.

You don’t even have to post, just to comment.

Track yourself and for every 10 comments you can post once. Just be an awesome
human in the comments. People will go to your timeline and fall into your funnel and
become your client.

Copy and paste the amazing comment. Go back a few hours later and comment again
to push that post to the top. You need to protect your Facebook algorithm like it’s your
credit score.

Facebook will know that people like your stuff and it will show it even more. If you track
how many times you post in a group, you’ll have more clients than you know what to do
with, if your profile is optimized.

In 2016, when she realized she had the experience and the money to launch her own
thing, Julie transitioned out of her agency and hit the 2 Comma Club with her own stuff,
with her first own funnel.

The relational capital she has built with other people made her realize she could be an
influencer, marketer and a leader who can take any idea and bootstrap it to millions.

If you’re not sure where you fit it, consider the Done For You Agency Funnel.

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Russell Brunson
The Secrets Of The Two Comma Club

What are the things that are holding people back from getting their own 2 Comma Club
award? If you understand these things, it will break you free so next year you can end
up on the stage.

8 Secret Indicators That Will Predict If You Will Be In The 2 Comma Club Next

The real reason they created the 2 Comma Club was because Russell likes to win all
the time. It feels so good to get your hand raised and win. When he transitioned from
wrestling to business, he was excited. But Russell would go to marketing events and for
some reason, the events were so boring.

He felt like he had to make it sexy and exciting for everyone. He remembered his first 2
Comma Award ever. He had interviewed Vince James who had made a 100 million
dollars through direct mail. He interviewed him for 6 hours and launched it as a product
a year ago. There was no 2 Comma Club at the time, but there was no one to raise his
hand. He made a million bucks and was waiting for the award. So it was anti-climatic.
He tried again and again but there was no time to celebrate.

So he wanted to give people a chance to celebrate. How do we create that for

entrepreneurs? Because we are killing it and no one is raising our hands. If you go to
this office, you’ll see on his wall:

● 25 - 2 Comma Club awards on his wall

● 3 - 2 Comma Club X awards
● 1 - 2 Comma Club C award (C = 100)

We’ve got three or four people that are working on receiving that award on stage for
next year. But he wanted others to get awards as well and he asked Dave how many
people had made 1 million dollars and there were 73 people at that time. The first time
they handed out the award, what blew his mind was that people continued to sit in the
audience at Funnel Hacking Live watching the award winners receive their award. No
one left last year as well and definitely this year because it’s so inspiring.

90% of this business is you believing it's possible. We have over 505 people that have
won the 2 Comma Club award with 241 new ones since last Funnel Hacking Live.
That’s almost one person a day. By next year, there will be at least 365.

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For the 2 Comma Club X winners, there were 17 in year one, with 38 in total. That’s 21
new people since last year, almost two a month. These are your friends, your peers.

What is most exciting? You guys on the stage next year. Hopefully, you have been
visualizing this. So many people have told Russell that they were sitting in the audience
the previous year when they won their award. The people in Russell’s inner circle have
all had a ton of success and each has an important piece they want to share with you.

Secret # 1 - Changing your Beliefs - Russell Brunson

Some of you think you can get an award next year, but some of you are super unsure.
It’s fascinating that most people believe there’s some kind of God, but when they are
here, they try to get God to shift his beliefs to match yours. But instead, people should
be trying to figure out what He believes and believe that, because He’s all powerful and
knowing. The same thing is true in business. Some people, instead of asking what does
the person on stage believe, think that they believe something different and it won’t
work for them. They have different excuses. For you to be successful, it’s not about
conforming the rest of the world to your beliefs, it’s about figuring out the truth and
conforming your beliefs to that. Change them to match the beliefs of people that you
want to be like. It’s not find people who are successful and convince them you are right.

One of the biggest problems we have as humans is that we are not teachable. When
kids are young, they are super teachable. The first time Russell fixed himself was at a
Tony Robbins events. He told himself he was not going to jump along with the rest of
the crowd, he thought it was nuts. But after a while, he thought, “What if what Tony was
talking about was actually true?”. And he would say, “If that’s true, then all these other
things are possible.” If he wanted to be like Tony, instead of saying he didn’t want to do
that, he became teachable again and this whole other world opened up.

If you shift your brain and look at the opportunities, things will change to you. When you
shift from “No” to “What if”, things will change. If you are stuck, shift your beliefs into
what you are trying to become like.

Secret #2 - Grant Forgiveness - Chris Wark

Russell did a podcast a little while ago, which the topic was if you are stuck in your
business and the reason why. This podcast really stuck with his listeners and that is
what Chris is going to address.

When Chris was 26, he was a real estate entrepreneur, he was a musician and he
thought pretty highly of himself. Then he was diagnosed with stage 3 colon cancer and
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everything he was trying to prove to the world, this front he had created, basically
evaporated and he realized everyone could see him for what he thought he really was.
Pathetic, weak, vulnerable...and that was a huge wake up call.

So he decided to not just rely on medical treatment but to radically change his life, trust
God in the process and to support everything he could to get his body to heal. Fifteen
years later, he’s in the best health, has a book Chris Beat Cancer and a website and
brand. All of this happened because he relentlessly pursued his passion. If your focus is
on service, it’s in the right place. If you are focusing on making a difference in people’s
live and serving humanity, then the money will come.

Half of the men and a third of women will be diagnosed with cancer in their lifetime. It
doesn’t have to be. We know what’s causing cancer: diet, lifestyle and environment -
90% are caused by this. There’s an underlying cause that is not talked about as much,
chronic stress. It’s usually from unresolved, emotional issues. Toxic emotions from your
past - guilt, shame, bitterness and resentment - those are so toxic and disruptive, no
matter how hard you work to succeed, they can destroy your success.

You have to forgive yourself for your past mistakes, they do not define you. Russell’s
embarrassing mistakes ended up making him a legend and now everyone wants a
piece of that. Show the world who you are, use your mistakes to help others succeed.
That’s how you solve a guilt and shame problem. It’s so freeing. Let go of the things you
are insecure about, talk about your failures openly.

Next, forgiving others, the people who have hurt you in your past. Chris made a
decision to forgive every person who had ever hurt him. There’s a spirit mind
connection. You can’t just try to heal your body without healing your emotions. That's
the one thing that can keep you sick. It can destroy your health and your wealth.
Without health, wealth is pretty worthless.

If you’ve been holding on to those toxic emotions, it’s like drinking poison and hoping it
hurts someone else. But it only hurts you and the longer you go, the worse it becomes.
Now is the time to forgive. Some of you aren't sure why you came and this is the
reason, for this moment.

A few years ago, he went camping and there was a woman in a tent nearby who got
stung by a scorpion. The next morning he was talking to her husband and he said the
scorpion had been there for 3 days. His wife had asked him to get rid of it and he told
her to leave it alone. Unforgiveness is the scorpion in your tent.

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Forgiveness is not a feeling, it’s a choice, a decision you make to let it go. Forgiveness
is not for them, it's for you. It’s how you free yourself from a prison of pain.

Choose to forgive and ask to bless them. When you bless your enemies, you open up
your heart, nothing heals your heart like forgiveness. It’s the antidote to bitterness and
resentment. That is how you prevent your past from sabotaging your future.

Secret #3 Create an Identity Shift - James Friel

James was on the 2 Comma Club cruise and told an embarrassing story and Russell
asked him to share it today. On June 4, 2016, he had a crazy idea. How many of you
have had a crazy idea? We are the crazy ones!

He was sitting as his desk in his office one day thinking, “I need to play the drums”, but
knew it was crazy because he’s not musical at all. When he was in 6th grade, he got his
only D in music and they were playing the recorder which is not a complicated
instrument.

Sometimes you get a lightning strike of inspiration and you take action on it. So he
ordered the drums on Amazon and told his girlfriend he’s going to be drummer now. So
at 9:46 a.m., he gets the box and opens it up. He’s saying he has no idea what he’s
doing now. It’s an electronic drum set he had to put together and he sits down and
realized that with an electronic kit, you need an amp. So now he’s looking for the
nearest music store.

Once he gets to the store, he buys an amp. Then he’s thinking, “How am I going to
learn how to play these?” Then all of a sudden, the drum instructor came out and asked
him if wanted a free lesson because someone had canceled. So at 1:11 p.m. that same
day, he was about to start his first lesson.
He said, “Ok here’s a beat to play.” And his hands and feet were so uncoordinated. All
his dreams of being this amazing drummer were failing. So the teacher told him what to
practice at home and while he felt discouraged, he had made the commitment. At 5:31
p.m. that day he started practicing, breaking it down note by note. Boom. Boom. Boom.
It went on like this for months. Finally, one day, the neighbors complained his drumming
was too loud and that was a major win.

We think that doing these things help us to become the person but having the identity
causes us to do the things that person would do. He would tell himself, “I am a
drummer”, and he was a sucky drummer. He had to break it down note by note, but he
continued to persist.

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When you are starting something, you have to adopt that identity as fast as possible, no
matter how much you suck at the beginning, you're still a drummer, you are still a funnel
hacker.

Your identity will shape everything. The words that follow “I am” are the most powerful
words you can say to yourself. You can get to the point where you become that I am
statement.

If you are here today, it’s for a reason. Whether you get the 10X award or this is the
thing that took the last dollar out of your bank account to be here, you are an
entrepreneur, you are a marketer, you are a funnel hacker and you are only one funnel
away.

Secret #4 Make a Covenant - Myron Golden

Myron was told he’s got this sense of certainty. When it comes to confidence, the root of
the word is confide. It means to trust. People who have confidence trust themselves,
their process, their system, their outcomes. If you don't have confidence, it is because
you don’t trust yourself. You have to get to the root of the problem.

The root of not trusting yourself is the fact that you have broken your word to yourself so
many times that you don’t believe a word you say. You let yourself off the hook and you
quit. You said, “I'm going to become this person”, and as soon as your muscles started
to ache, you sat on the couch.

People make a choice and they think the choice they make is a decision. There’s a
difference between a decision and a choice. Decide means to cut. When you decide, it
means you cut yourself off from any other possibility.

In the scriptures, there's a concept called a covenant. A contract is an agreement

between two people based upon a mutual distrust. A covenant is agreement between
two people based upon a mutual love and trust.

The word covenant means to cut. In the scriptures, they would walk around an animal
carcass, cut blood, exchange names and become brothers. Say you’re going to give
everything you have, your time, your energy and if you don’t keep your word, the same
thing will happen to you as that animal.

There are societies of honor that still practice this. They would rather die in honor than
live in dishonor. They know they have each other’s back.

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If you’re serious about increasing your confidence, you have to make a real decision.
Enter a covenant with yourself and believe you would rather die in honor than live in
dishonor. Not “I hope this will work” but “This is what I’m going to do and nothing is
going to stop me”. When you stop breaking your word to yourself, your clients and your
customers will know they can trust you. Start making decisions, stop making choices.

Secret #5 Tap Into Your 7th Power With Your Tribe - Stacey Martino

Stacey has been in personal development for over 20 years and noticed a trend. When
people who come out of an event, they would be on fire and then go home and tell all
their friends at home what they learned. It doesn’t go over all that well. Shockingly, the
people at home are not as interested and hyped up as them.

So they will do one of two things. They start to play small and go back to the version of
themselves where their friends and family feel more comfortable and then lose the
progress and breakthroughs they had. Or they would say to the people in their world,
“Screw you, I love my breakthrough!”, and they start to distance themselves from the
people who don’t support them.

So she made a tool for her clients, called the Right Hand Left Hand tool.

There are two primary types of people in your life. The first is your tribe people, the
people in your left hand. These are the people you grow with, develop with. These
people will kick your ass if you are not working hard enough.

The other people are in your right hand, your friends and your family. They are the
largest group in your life. They are not on the personal development path, the
entrepreneurial journey. That doesn’t make them bad people, that’s ok.

When you’re with a right hand person but you’re talking to them as if they are left hand,
they are not supporting you, it’s pain on both sides. The solution to this is simple: 1)
know what hand you are in with every conversation you have and 2) know your role.

You have a role with your friends and family. You need to lead by example, live your
best life. You don’t have to come home and make a funnel for all their stuff. Be your
best and most authentic self. The people in your world will reach out to you when they
want to grow and give unconditional compassion to everyone in your world without
judgment. When you show up with this unconditional passion for the people in your life,
when they hit that threshold of pain, they will reach out to you. Many people live their
lives without feeling that unconditional compassion from anyone.
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Look at the people you spend time with in your life. The people in your lives are good
people and you don’t have to leave them behind. All your relationships can flourish, it's
just a skill set. If you look at your right hand people and the key people you spend most
time with, if they are truly your friends and family, you need to get that 7 tribe community
to get that support. For every one person in your right hand, you need five in your left to
balance it out. It's not a choice between friends and family and entrepreneurial success.
You can have them all and thrive.

Secret #6 Truly Understand How Wealth Works - Ryan Lee and Brad Gibb

We are taught so many misconceptions about money, that gets stuck in our business
and our personal lives. They are going to share three principles to get you unstuck with
money. When you are empowered with money you can truly rise up.

The first principle is “Funnel Hacking Leverage”. Everyone here is sitting next to
someone that has the skill sets. When we were stuck and we asked questions in this
community, it worked. You can interact with the community, go from the art of selling
from one to one to one to many, whether it’s on a stage or on a webinar.

The average person works 2,000 hours in a year. But when we work one to many, you
can do 6 months of work in 10 minutes. But who has ever presented on stage or on a
webinar and then you get to the stack? Who’s ever entered the stack and something
changes? Who gets uncomfortable when it comes time to ask for money? Everyone
gets there, that’s difficult.

Russell comes up on stage and Brad has $1 while Russell has a water bottle. It takes
trust to enter into a transaction. He values the water more than the $1 (Brad exchanges
his $1 for Russell’s water bottle). They get to transact and enter into an exchange.
Nothing new was created, but you both walk away wealthier because they entered into
an exchange. This is how wealth is created, it’s through exchange.

If you want to impact someone’s life, you have to help them see the value that you are
creating. Dollars follow value, they do not precede it. If you won a 2 Comma Club
award, the money you won is in someone else’s pocket. Your job is to give them more
value than the money in their pocket.

When we give them a stack, if you know the value is there, there should be no
hesitation to ask for the money. Entrepreneurs are the solutions to the problems the
world faces and you have to know that you will leave both parties wealthier. Make the
gap between the value you give and the price so large they wouldn’t question anything
and they are anxious to do it again.
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Secret #7 Addressing Overwhelm - Steve Larson

Five years ago, he was riding his bike to his apartment and asked himself, “Why am I
still broke?” So he started to learn to get motion in his life, but there was too much noise
in his head, he was stuck in these learning loops, reading and studying to feel an
assemblance of motion in his life, but it was not true motion.

4 points how to reduce the noise in your head

1. Declare your goal - Do CEOs read a book a week? No, they create systems.
Entrepreneurs are in the business of solving problems. Steve doesn’t actually
read that much. He’s not saying don’t learn, he stopped learning generally, but
started learning with intent. Stop being a CEO. Stop consuming everything for
the sake of it. Every year he creates a video declaring his financial goals and
puts in on YouTube to publicly declare it and measure progress.
2. Honesty in where you are - You need to learn to have extreme honesty and
clarity in where you are and own it. Stop pretending. Don’t rent a fancy car and
take a picture in front of it.

3. Just in time learning - Stop asking how to do things ahead. Just take the steps
in front of you. If you don’t need to learn SEO, don’t study it. Only study the
things for the next step ahead. Ask yourself, “What is the one problem that you
need to be solving right now?”

4. What is the model that you are following? If you are selling courses, you are
in the info product model, etc. These questions have kept him from learning so
many things that he can’t take action and have kept him in the role of
entrepreneur.

Stop trying to master everything. Focus on just learning the next piece. The greatest
growth in your life happens when you shift from personal growth to helping other
people. There are some people who are stuck in the rut of just learning and learning,
but if you are stuck in that as well, you’re never going to change things.

The greatest growth for you will happen when you shift from personal growth to
contribution. So put the books down, let’s get to work and start changing other people’s
lives, that’s when you will get the next level of growth for yourself.

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Secret #8 - Who Now How - Russell Brunson

Russell learned this concept from his friend, Dan Sullivan. Most of us as entrepreneurs
are so excited and we have this vision to change the world. You think you create this
amazing thing, can make a ton of money and serve people. But all of a sudden you hit a
wall and you don’t know how to do this thing. We ask the questions how and it takes us
on the procrastination path of learning. We get stuck in this process for days, weeks,
months, years and the vision gets further and further away.

What Dan Sullivan says is don’t ask the question how, ask who already knows how to
do this? When you shift from how to who, you get to your vision very quickly.

If you are going to build a house, you need to learn how to pour the foundation, dig the
hole, etc. But you don’t have to build the entire thing by yourself, you can find a
contractor. They have a rolodex of people and your house gets built much quicker.

Just like in the Avengers, they had a vision to save the world and they assembled a
team of people to make it work. And just like in ClickFunnels, they have a team as well.
There’s some amazing people behind the scenes who did the work and Russell is the
contractor who brought everyone together.

You are the strategic mind. If you are trying to learn strategy, the Dotcom Secrets book
is the bible for this.

Master the funnels, there are funnels to do webinars, funnels to generate leads, funnels
for surveys, funnels to do books, funnels for high ticket sales, event funnels, etc. Just
pick one, find the proper framework and go deep and master it.

The next person in the team is the project managers, someone who is detail oriented.
They use checklists to organize everything, to put all the pieces together.

Next is the product developer. Depending on what kind of company you have, this
person does different things. If you build software, they are in charge of getting it built, if
you make information products, they are in charge of putting that product together.

Next you have the funnel builder. They have to master the inside of ClickFunnels
completely, they know it inside and out.

Then you have a designer who masters the logos, layouts and ecovers. When Russell
was trying to put a product together, this is where he really understood the concept of
opportunity costs. After months of trying to learn Photoshop, he found a designer who
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would design the cover for $97. It seemed like a lot of money at first, but it was so worth
it compared to 5 - 6 weeks of trying to learn Photoshop.

Next you have a copywriter. The Expert Secrets is the bible for copywriting. Funnel
scripts is the tool for them. Sales letters, videos, ads, email, etc.

Next you have the video editor who will create the trailers for your products.

Next you have the traffic person, which is someone who has to master the Dream 100.

Waffle Strategy

This is a new strategy in a grid format that resembles a waffle. You have the key people
in your team. Each position has a role, taking up one square of the grid. Each time you
grow, your team will expand and the grid will fill up towards the right of the grid.

When you build it for the first time, all the roles are you. If you really want to be
successful, you have to geek out on each thing and it takes a lot of time, years for some
things. You have to learn the tech, you have to learn how to do videos, graphics,
copywriting, etc. Finally you think you have everything you need, but you are 84 months
away from your vision! This is the reason why most people never make it to their
version, they either run out of time or money.

Instead of that, say you are going to build out your dream team. Here are some
examples for building out a funnel and associated costs if you hire someone:

Project Manager - $500

Product development $1,500
Funnel builder - $1,000
Designer - $500
Copy - $2,500
Video - $800
Traffic - $1,000

The approximate cost is around $7,800. Each one is going to be different. He asked
Stephen Larsen how much it costs to build a funnel and he said $12,000. He knows the
exact costs because he has a team for each funnel. Would you rather pay this money
above, or take 7 years to build your funnel? But what if you don’t have the money to pay
for this team?

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Be Resourceful

Think of the story behind Kenneth Cole. He wanted to showcase his shoes at a huge
trade show but did not have enough money to rent a booth. He figured he would instead
rent a truck. When he applied to get a truck rental permit, he was told he either had to
be in construction or filming a movie to rent a truck and park it near the trade show. So
he printed out business cards which said his business was Kenneth Cole Productions,
and when he applied for the permit, he told them he was filming a movie which depicts
the making of a shoe. He got the permit and parked his truckload of shoes in front of the
biggest trade show in town and the rest is history. Everyone stopped by and that’s how
he launched Kenneth Cole shoes.

Use Julie’s Agency Approach

There are a lot of business that need funnels. Approach them and offer to build a funnel
for them. Tell them the cost is $15,000 and then your team will build it out. That way you
get a free funnel for your own use because it costs $7,500.

How to Build Your Dream Team

Phase #1 - Find partners to swap services or use, talk to people at events. You can use
FunnelRolodex.com to find great providers.

Phase #2 - Hire employees

Phase #3 - Build multiple teams

Your job is to learn the strategy and your second goal is to assemble your dream team,
that’s the fastest way to get to your vision.

ClickFunnels’ job is to train you on strategy, then they train your dream team. When you
get stuck, you have mentors.

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Garrett J. White
The Gap

Garrett White is the only person besides Russell who has spoken at every Funnel
Hacking Live event. He has transformed tens of thousands of men. He talks about the
gap - where you are today and where you want to be? How many of you have felt that
gap? When Garrett spoke about that gap, Russell asked him to share this presentation.

“By their fruit you shall know them” was a phrase his Mom repeated over and over
again.

Garrett spent much of his life screwing up. His Mom is the only one who has a version
of his Warrior Book that has been cleaned up. She took it as a project and whited out all
the inappropriate words in the book and it ended up being 12 pages long.

Now back to the quote from Mom. People talk about the true way to do things, the true
way to do a funnel, the true way to experience fitness, to be married, etc. Then they
battle and debate about this idea of truth. But he’s not here to talk about what is right or
wrong.

He’s here to talk about fruit. Fruit has another word linked up to it, this word is ‘fact’. His
facts and your facts often times are not the same. But he’s not speaking about facts in a
sense of what is true for anyone else, he’s speaking about what is true for you. We
need this ability to identify there's only one world you are dealing with and it's not
someone that holds a 2 Comma Club sign, it’s not someone that has a 10X award -
there's only one person - you.

What is your fruit? We are in a generation of people who are addicted to comparison in
social media. Women attack women at rates like never before. Men are assholes but
women are lethal with each other in this day and age.

You have this challenge of what will you actually create knowing that you are going to
be attacked for anything you do no matter what. You can be the nicest guy in the world,
but people will get on your comments and call you an asshole. Then there’ll be others
jumping on your ads and their whole purpose is to be d*ckheads and talk s*it about
everything you do.

You are not going to build stuff without fire. You can put together your vision board, but
if you don’t get fired up, you’re not going to build sh*t. Here’s the problem, you can't do it
if you live in a land of fiction.

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Years ago, Garrett would come to events and take tons of notes and have no idea what
he wrote down. He was just trying desperately to make sense of what he was hearing.
He didn’t come from money, from a family of entrepreneurs. He didn’t know about
marketing, he was not taught about systems, branding or technology. At the time, he
lifted weights and he was a PE teacher.

He didn’t know how to do it. He would take notes, desperately begging to understand.
He wanted to go to an event and his wife was not happy about it but he felt the calling to
go. He desperately hoped he'd find the pieces inside.

Funnels are not confusing, ClickFunnels is not hard. Dealing with people with your ads
and the things you say you are committed to is not hard. What's hard is giving yourself
permission to go. But what if your Mom doesn’t like what you're doing? What is your
husband doesn't believe? What if the people in your church don’t support you?

In this room, it’s easy to get fired up. You like the sweet approach (i.e. Russell’s), great!
You like spicy (i.e. Garrett), then great! Just make a decision - a decision to go. Forget
awards, forget accolades, you have to make a decision to go.

The Fact Map

Write down the following, what are you hearing so far? What is that for you? There is
what he is saying and there is what you are hearing.

Write it down. Now find somebody and share with them, what is connecting with you,
what are you going to be doing?

Garrett asks a gentleman from the audience to stand up and asks him:

Q: What is the one thing that you learned?

A: Stand up for what I believe in, be a man, lead others, don’t worry about what others
will say.

Q: What's one thing you need to do that will support this?

A: Get on video, doing content every day, teaching what we preach.

Q: How many have you done?

A: Zero.

Q: Is that good?
A: Terrible.
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Q: Is that bad?
A: Yes.

No, it's not, it’s just the facts. One of the problems we have when it comes to producing
is we create all these stories about what is good and bad. “I'm a bad funnel hacker”, “I'm
embarrassed”, etc. The facts of your fruit is you have zero videos.

Q: What does it feel like when you think about the fact you haven’t done any videos?
A: Shame, embarrassment, feel like a failure, guilty.

How many people have felt these same things about not doing videos? Thousands of
people stand up.

Here’s the good news, there’s a whole bunch of other people who don’t do videos
either. More people are not doing videos than are doing them.

Here’s another challenge, when you start getting into your stories about how bad you
are and how you are f*cking it up and you are shameful, feeling guilty, etc. because
you’re not doing what you think you are supposed to do, you start to isolate and you
think you are bad, weak, a failure.

As that happens, you feel that you are not successful, you are still a loser, shame and
alone. Then you realize everyone is not doing it either, then you come out and realize
“I’m definitely not alone”.

The statement is: “I’m not alone.”

How many know this to be true: “I’m a product of the product.” Everything was built on
the backbone of ClickFunnels. Garrett rose up with Russell. “He’s not better than you,
he’s not different than you, he has just given himself permission 5 years ago.”

This is not possible unless you tell yourself, “I want to be part of this tribe. I'm tired of
playing it alone”. This is a room where you should never feel alone, shameful,
embarrassed or stupid. Recognize no one here has it figured out yet. The only
difference between the people you think have it figured out and you is that they have
given themselves permission to go.

Garrett brings up another man, Andy, on stage from the audience. He goes through a
series of asking him to take deep breaths and releasing it. Then he has him yelling out
super loud, then do 5 burpees.
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We yell and we release like this to open up the door. So many of you have tried to play
this game from this nice place. So you put stuff, all of this pain and pressure that comes
from building this thing, that you don’t give yourself permission to let it out. Letting it out
is not going to actually set you free, it sets the connection for you to connect with a
voice that's bigger than you. That voice is the fire you are looking for.

Next, you’re going to speak the next thing you intend on doing with command, not
yelling it. Garrett has spent too many years on stage speaking from fiction and
proclaiming fantasy, being so inspired saying, “I’m going to make a billion dollars!” But
tapping into a power with these words that had a life span of only 5 minutes, it was all
hype. You can’t maintain that.

You have to be committed to a connected voice inside of you that says, “Hey, go.
You’ve got this. You must go.”

How many of you have heard this voice speak to you with specific commands? Here’s
the good part, that voice is not Russell, it's not Garrett, it’s not Dave. If you want to label
it, fine. We’ll call it God. This young man is on stage because he’s been called. He has
a long way to go, yes, but he can still lead from where he is.

Garrett asks Andy to read what he wrote and to speak it with authority not motivation.

Garrett asks the audience not to cheer while this is happening. The problem we have is
when people are declaring something of authority, we get uncomfortable. We are
intimidated by the producers because producers have figured out how to trust
themselves. They don’t say, “F*ck the haters”, they say, “I am going to listen to me.”
The focus is not on the haters, the focus is I listen to the voice inside me.

When people speak this way, it triggers discomfort in people who lack certainty. We call
them too bold, overbearing, ask them to calm down, we ask them, “Who are you to do
this?” and we get angry, that’s because we are not listening to the voice inside
ourselves.

After Andy reads what he wrote and declared, Garrett asks him if he is in the 2 Comma
Club and if he signed up. Andy replies he did not and Garrett tells him he must sign up.
Andy asks if Garrett will give him a loan.

Garrett likes this, it reminds him of himself years ago. Seventeen years ago, Garrett was
sitting next to a mentor of his who made a bold declaration and at the moment of action,
he shrunk back. His mentor asked what he was doing. He had just told him that he was
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going to do all these things. Why was he still sitting here? Garrett replied he didn’t have
the money.

Garrett said he asked him the same thing and said, “I don’t have money, can you give
me a loan?”

His mentor turned him down and said, “If you don't believe, why would anyone else?”
He said, “You better walk to the back because if you stay seated, nothing will change.”
Bold commitment requires bold action. And here’s the greatest part, the dollars just
change, $2,500 a month, becomes $25,000 a month, becomes $250,000 a month,
becomes $2,500,000 a month and every time you feel a little chill in the balls.

In that moment, Garrett started to recognize the feeling was the same each time.
There's a piece in all of us that wants to go, but then we meet up with the commitment.
Sometimes it’s money, sometimes it’s a relationship, to some, it’s clients or partners we
have, businesses we are in.

When you say you are going to go, you must give time, you must have energy, you
must have resources every time. If you need to have this trifecta for the commitment,
you are just bullsh*tting yourself.

Garrett’s first one was $10,000, he was a PE teacher at the time. He had never had
$10,000 before. His mentor said, “Listen, the fact you don't have the money is the
reason you’ve got to fight.”

Nothing is going to change if you don’t boldly commit and your bold commitment sits in
front of the way. You want the answer of how it will work out, but you don’t get the
answer of how it's going to work out, that’s not how it works. You get to make a
commitment and go. It's not a halfway commitment, you have to be committed 100%.
You can’t be 80% committed in marriage.

To say you are ready and have the path put before you and say no when you just said
you are committed to go is the greatest form of lying that exists. Stop lying to yourself.
If you’re not going to go, just own it. There’s power in owning that. But there is no power
in declaring fantasy on your fictional commitments.

Say you are not going to go, not because you don’t have support or money, but
because you are making a decision not to go and that’s ok. What's not ok is to continue
to build a life of fantasy driven by your fictional commitments.

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If you look at Russell - potato gun guy - he’s the highest level of reluctant hero you’ve
ever seen. What you don’t see is the wake, the commitment (Russell’s wife comes up
on stage).

What you don't see is the commitment to build something that matters to you, to their
wives, to their children. To put a room like this together is difficult, spending millions with
no guarantees. Spending thousands of hours and nights where you are sitting all alone
and the only thing you can offer is tears because the weight of a King is heavy.

So you have an opportunity that Russell did not have so that you could. How you are
going to do it is one thing, committing to doing it is another. Garrett asks Andy what he
is going to commit to do and Andy says he is going to sign up for the Inner Circle
program.

Garrett’s life doesn't change if Andy doesn’t do anything. Some people will say he's
putting all this pressure on this kid. That’s the problem, most of you will go home and be
surrounded by people who will empower you to be weak. Or you can choose something
different, which he longs for you to do.

There are 30,000 men and marriages in the Wake Up Warrior movement that have
been liberated. Divorces have been shredded, suicides stopped because they had
courage first. Garrett has built a platform and he had a fire.

Garrett then leads the crowd through a series of statements they repeat:

“I see you”
“Thank you”
“We believe in you”

Now write down again what is coming up for you.

Facts will set you free. This means you have to begin to live at a level of truth with
yourself. You must look at the facts of your fruit. Ask yourself when it comes to your
funnels, your business, your advertising, what are the facts of your fruit? Not what is
your fantasy about it, but what is reality? Without a foundation in the facts, then you are
in a foundation that is driven by fiction.

From this fictional place you may say, “I’m going to be part of the 10X club.” When the
facts are you’ve not built one funnel.

We sit in this fictional place saying, “I’m going to go to the 2 Comma Club, but I have not
opened up my app in 6 months.” The facts are, “I don't have money. I continue to do
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nothing. I don’t build landing pages. I don’t do videos. I just look forward to Funnel
Hacking Live every year.”

Once you own the facts of your fruit, you can begin to own the feelings that are
associated with that fruit but you have to separate the facts from the feelings.

If you don’t have a grounding in the truth of what you actually have done, then you can’t
build a future. Once you have that, you have built a foundation upon where a future can
be built.

It's not where you are going to go, but where you are now. Because where you are now
has far more to do with your ability to go anywhere than your excitement to declare, “I’m
going over there.”

You hear it when people speak in fantasy. Why did Garrett get the 10x award 2 years in
a row? Not because he was hanging out in fantasy. It started with the reality that
“ClickFunnels is not hard, I’m stupid. So I’m going to study these things with everything I
have. I’m going to study until I actually believe, I actually created potato guns.”

People will know you’ve been studying your ass off. 99% of the people in this room
could not teach the attractive character, you could not clearly sequence a funnel by
yourself and this is a problem. Your mind is not in a place to execute, to get you where
you need to be. This is why you need to be part of a program where you can learn to
not only change your mind, but your behaviors.

If you know you are that person and you have not been doing the foundational work to
put your mind in a place with the content that's been made available to you, stand up.
90% in the room people stood up.

The good news is you're not worried about what you’re going to do, you're just not doing
it. Maybe the fruit is you want to take home a million, not just get the 2 Comma Club.

There’s a lot of people that have revenue, but what about the profits? But the revenue
piece gets you moving, it’s a benchmark. If you can’t get the revenue there, you can’t
get the profits.

You have to step back into reality and ask yourself, “What are the facts today? What are
my feelings about that today? What are the facts about my focus? What are the stories
that I've been believing?”

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If your focus is not on traffic and you have a funnel and you're doing everything right,
but you only have 32 people on your webinar, knowing that's been your focus, it's not
because your webinar is wrong, it’s because your hustle is organic traffic. The first time
he spent money on advertising he was scared.

But you get to a point where you start to check in with yourself and say, “Holy sh*t, I
have to push the green light go on this.” And there is no hesitation. But it begins with the
original commitment you make.

The basics are starting with Russell’s two books. If you won’t do the basics, you live in
fantasy.

What are the facts about your facts? What’s working and not working? When you look
at your reality, here’s what’s going on with your clients, here's what's happening inside
your app, here’s the facts. How do you feel about it? What’s been your focus?

So you commit here first, master the mindset, read the two books. Then there's a place
that exists beyond this point.

ClickFunnels won’t save you. But do you know why this works? It doesn’t work because
the people that come to this place are special, they have been called here. The only
thing that shifted is the same thing that shifted for him. The story of ‘this is too hard’ is
going to have to change. Putting yourself into this commitment changes the game.
Garrett watched what has happened to his life, to his marriage, to his children.
Movement makers who make bold commitment, who have money, cannot be bought.
They will state what they know must be said. They will speak the words that God is
calling them to say, in their version, their way. Once Garrett got that, it was game over.

You all have a decision to make and it's not once. It happens every single day. Today
you’re going to be on fire. Tomorrow you’ll wake up and question yourself. Some days
you’ll wake up being completely terrified. Fall in love with the facts and fall in love with
the tribe. Fall in love with the calling that’s inside of you. If you do fall in love with this,
the money becomes manageable, the how’s become doable and the movement that
you've been called to lead will be there for you.

When you speak, there are certain people who will connect to you and feel and woken
to a truth that can only be received through you. We are all not in competition. We are
all committed to the same mission. We are movement makers and there is power in the
unseen game and you will find that commitment that was not available to you yesterday
is available to you today.

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When Garrett made the move, he had no idea what laid ahead. On each side of your
tears and fears is a fire that will consume you. His name is Garrett J. White, founder of
Wake Up Warrior. He is a product of the product. He’s not better than you and no
different than you. The only distinction is commitment. And you have chosen today how
to make that commitment as well to end up on that stage.

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Myron Golden

Myron Golden is going to be one of the new 2 Comma Club coaches. He wants you to
ask yourself, “What are you teaching to change people’s lives in your coaching?”

The only thing that’s stopping you is all between your ears. It's an inside job and how do
you turn off the automatic failure? People who are succeeding are not trying to succeed
at all any more than people trying to fail. Success and failure are both automatic.

You want to put your success on automatic. It won’t be easy but you’ll be able to flip the
switch. People who succeed know how to learn things fast.

The only reason you are failing is because information is coming at you far too fast.
We are led to believe the lie that the purpose of learning is not knowing. Thinking that
you know is the enemy of learning. The purpose of learning is mastery.

Mastery is the ability to execute something without the use of conscious resources.
What's going to happen to life when closing sales is relegated to a level of mastery?

One of the things he’s going to teach this year in the 2 Comma Club is how to master
one component at a time. You’ll stack one component on top of another, while
mastering each thing.

He will also teach how to get high signups on a webinar. Tell people that nothing will be
for sale when they register, that you want to show them “A, B and C” and some of you
will want to work with me later. Then you talk in more detail when you get the follow-up
calls after the webinar.

People do things for one reason, because they feel like doing it. It has nothing to do with
logic, but how they feel at that moment. How do you make yourself feel a certain way?
How do you get your customer to feel like buying from you?

When you are presented with a fact - everytime you look at that fact, you put a frame
around it. The fact does not have a definition, but how you focus on the fact has more to
do with how your life turns out than the fact itself.

When the fact lands in your head, because of your focus, it lands either on heads or
tails and this belief about the fact is faith. You're telling yourself a story, “I should expect
X, Y and Z because of this fact.”

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The belief lands as either doubt or faith, which are both beliefs. Faith is belief in the
outcome you desire. Doubt is belief in the outcome you don’t desire. When you have
more faith in the outcome you do desire, you will be able to take action.

Faith and doubt don't understand their place. They are going to spread their message to
the rest of your being, they don't stay in your head, they always move down to your
heart and create a feeling. This is where the magic happens. When you get a feeling in
your heart, it shows up as one of two feelings.

With the first feeling, if doubt shows up, it shows up as the feeling of anxiety. So many
people think they are afraid of success, or of failure. Most think anxiety is fear. Anxiety
is not fear because fear can serve you. It's the thing that prevents you from getting in an
accident. Fear is caution over a real and present danger.

Anxiety is caution over a future imagined danger. So you're telling yourself a story about
something that will happen in the future because of how the focus has interpreted the
fact.

When you have anxiety, you are like a car that's sitting in the driveway and you are
revving up the engine all day. But you're either going to run out of gas or blow out the
engine. You are wasting all your energy worrying about these things that might happen.
Anxiety causes you to waste energy that you could use to solve the problem. Stop doing
that.

Faith goes to the heart, it shows up as the feeling of anticipation because you are
expecting a certain desire. Think back to when you were a kid on Christmas Eve and
your parents said to go to sleep. It was so hard to go to sleep because you had all this
energy and expectation for the future.

The power of expectation is powerful. Tell yourself better stories about your future. We
are so clear on things we don't want. See yourself there before you get there.

Once anticipation shows up, it serves as the power to take action. If it shows up as
anxiety, it shows up as paralysis. When you master this, nothing will be impossible
again.

The biggest expense is taxes but most people never talk about it. There’s property tax,
sales tax, income tax, capital gains tax - the average American pays 51% in taxes.

Business expenses are tax deductible. When you buy 2 Comma Club coaching, you
can write that off. The biggest expense is not knowing.
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Write down $1,000,000 on a piece of paper. If you made $120,000 last year, you made
$880,000 less from not knowing. If Myron could go back in time and change one thing, it
would be he would have gotten started sooner.

In life, there’s a law in nature, before anything can go up it has to go down. This is how
life works. Before a plane can take off, the wings need to be down. Down always
precedes up. Some are so afraid of the feeling of downwardness, they will never rise.

Every seed has a desire, an aspiration down inside. It has to grow, be nurtured, be
watered before it can spout. But first it has to be willing to cease from being a seed.
Unless you start to be willing to grow from what you have always been, you’ll never
become what you were meant to be.

Think of the analogy of baby birds in a next way up high in a tree. You’ve got these
baby birds in there and their parents need to leave the nest to feed them. Finally, it’s
time for the baby birds to leave. They try to fly and go down a lot first but eventually,
they fly up.

This is how life works, easy on the front end equals hard on the back end. Hard on the
front end equals easy on the back end.

If you are willing to do the hard stuff for 12 months, then things will get easier. You need
to learn to trust yourself.

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Brendon Burchard
High Performance Academy

6 Habits for High Performance

How many of you will get back from the conference and on Monday you’re all fired u?.
But you look around and there’s a bag of dark chocolate, there’s your couch, there’s
Netflix. You tell yourself dark chocolate is healthy and all of a sudden, all of that fire and
motivation is waning. We’ve all been there.

Why is it so hard to get things done? Sometimes you are feeling it and other times you
suck. There’s no system, lack of money, no focus, you’ve got kids - blame the kids! Yes,
no one on earth has children and ever made money before.

Something is causing you to fail. You know you are supposed to be working and your
phone sucks you in and before you know it, 3 hours went by. Maybe the social media
isn’t your problem because the average American watches 4 hours of television a day.

With the average adult life span, that ends up being 19 years of TV watching, 24/7 just
gone. 19 years of experiences with your family, of building a movement, of connection
with your spouse, of chasing the dream of serving.

Maybe it’s not TV, maybe it’s sitting in front of the computer. You’re thinking where did
the time go? Why when so much matters for us to be excellent, why is it so hard to
change and stay on our A game? Because of his accident, Brendon asked himself
these questions. If you were to identify yourself as someone right now, as being in
transition, and this moment, it really matters if you get it right this next time, if you are
that person, can you stand up? Far more than half the people in the room stand up.

You have to get it right this time, without hurting the marriage or the relationship. You
want to get it right this time and you want to actually enjoy it. The issue is it’s hard when
you try to do something new because the people around you judge you so much.

With his first relationship, he was making good money painting and mowing lawns, he
was in love. His girlfriend at the time was going to college, so he followed her. They put
all of their stuff in their Nissan Sentra and because he didn’t have much of an identity,
he did everything she did. They signed up for the same classes, lived in same dorm. But
halfway of that first year, she cheated and he fell apart, he was immobilized with hurt.
He stopped going to classes, barely ate, didn’t shower.

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He was crying, upset, angry. It led to depression and suicidal thoughts. Brendon had
already written what he was going to say to his parents after he was gone and thought
of the folks he was going to leave behind.

One thing that saved him was reading. One day, there was a full page ad in the school
newspaper and it had the best copy he had ever seen. It was an image of a Caribbean
resort and the headline said “Escape”. When you’re hurt, you want to hurt.

It was an ad for summer jobs available for students in the D.R. So he took the job, went
down there with a friend and became a glorified tour guide. One night, they went out
and started heading back to where they were staying. They are driving 85 mph, all the
windows were down, the radio was on, life was good. The song “Life is a Highway” was
playing. And then they came upon a corner that, in the U.S., would have had one of
those big yellow signs warning drivers that there was a curve ahead and to slow down.
It’s pitch dark and they go off the road.

They turned quick and he braced for impact. If you have a moment of cognition before
the end, that fear you feel is the connection to life. The first thing you wonder is, “Did I
live?” Did you live your life, so fully, did you feel this life? You want to know it so bad it
aches in your bones.

He didn’t like the answer to that question. They hit a retaining wall beside the road and
he hit his head. He started seeing all these images, these scenes from his life. He saw
life from his own eyes. He could see the birthday cake in front of him at his party when
he was a child, he could feel himself swinging on the swing set.

You see these images and it makes you wonder, “Did I love?” Because you’re going to
think about people that will miss you and the people you will miss. When you get hurt,
sometimes you protect yourself even more. You build a wall around yourself, but the
good people are still there and you block the thing you want - connection. You’re not
living your truth.

So the car rolled off into the jungle. When he came to, his friend was screaming to get
out of the car. His friend crawled out of the driver’s side window and then Brendon
fished himself out through the windshield. There’s blood everywhere, his head is in pain
and that slow motion shock happens. He is realizing, as a 19 year old kid, that life can
end. Then he feels like he’s going to pass out and he’s thinking, “Did I even matter?
Was there a reason I was here?”

All of a sudden he noticed a reflection in his blood on the hood of the car and there was
this bright big beautiful moon, he hadn’t noticed it earlier. The second he saw it he felt
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this connection and grace and knew he’d be okay. Years later, he felt like the big guy up
there had reached down and given him a second chance and it was as if he’d gotten a
golden ticket.

He just wanted to earn life, earn that gift, earn that opportunity. He just came back into
the moment and knew he'd be okay.

So once he returned to college, he was so full of life and he and tried to motivate his
friends and family. Reaching out was scary because growing up, he got smacked
around a lot so he had to learn how to reach out. He would go up to girls and it was
awkward at first. He volunteered for everything. We’ve lost volunteerism in America.
That began the journey because he wanted to change and help people but he didn’t
know how.

He started reading all the great books, Earl Nightingale, Jim Rohn, Tony Robbins, etc.
He learned from them and went even deeper and studied psychology.

He started getting interested in what actually works and how do we know. He asked,
“How do we know what works?” That taught him the scientific method that helped him
get his graduate degree and got him respect.

If you are going to change or achieve the next level, you have to test, test, test.

Excellence is an art won by training and habits. We are what we repeatedly do.
Excellence is not an act but a habit.

That’s why ClickFunnels is so good, Russell has done the research. They did the
largest academic study to find out what these 6 things were.

High performance means succeeding beyond standard norms consistently over the long
term. High performers say that it feels like full engagement, joy and confidence comes
from giving your absolute best.

The way to get long term motivation is to get short term momentum.

We are terrible about being fully engaged. Being fully engaged is everything. Next, you
have to bring the joy in life. You have to stop thinking you're going to get joy, you’re
going to bring it. You’re going to bring the joy to funnels like you’ve never done before.

Why are Russell, Dave, etc. so successful? Because they allow themselves to geek out.
Stop waiting to be happy, start generating happiness.
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Confidence - the number one issue with most of your sales videos can be found in
those three words. No one wants to buy from a newbie. We want you to be confident in
guiding people. If I can’t tell on your video if you are confident, I don’t give you the
money. They had a sales page that did $4 million dollars in just 3 days. Somehow it
works because those three things are there.

No more excuses! High performance is not correlated with your age, gender, nationality,
intelligence, personality, strengths, creativity, empathy, years of experience or
compensation. Who’s ever worked for that high paid deadbeat a**hole?

It’s not about your strengths. High performers do not report working on their strengths
any more than other people do. The question they ask is less often, “Who am I and
what am I good at?” and more often, “What is required to be of service here, and how
can I grow into that?”

That’s what servant leaders do, they don’t ask what their strength is. At first, he was
terrified of public speaking and doing videos. His natural abilities have nothing to do with
communication, but he knew if he could not communicate, he could not make a
difference.

There are 6 habits that are correlated with long term performance.

Habit 1 - Clarity

You must seek clarity more consistently than you are doing. The time to have the map
is before you enter the woods. People who seek clarity ask more questions than other
people.

The person who asks the most questions tends to be the leader. When you have a
meeting with Oprah, the first thing she says is, “What’s our intention for this meeting?”
Not the task, but the intention. That is seeking clarity, what matters here together.
Under performers don’t seek clarity. The average American reads less than 2 books a
year. High performers out earn the population 10 - 1. They are students.

Brendon grew up in Butte, Montana in a house that was a little rough and the lot next
door was always empty. His Mom would put a camping tent in the living room, so when
it was 30 degrees below, they would camp there and then walk to school all bundled up.
When the power went out, they would cook on the Bunsen burners and his Mom would
make it fun. Although they didn’t have much, he grew up in a home filled with love.

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Now if that neighborhood where he grew up became his vision, he wouldn’t be here
today. Most people’s visions are limited to their past. Never limit your vision for yourself
or your family based on your current circumstances. Your vision is unmoored to the
past. Look what’s possible for you. Don’t ever think what you are capable of is limited.

He got to work with Larry King, the Dalai Lama, and Oprah, Richard Branson, etc.
Success counts most when your clarity and belief allow you to give back to your family.
If you are not dreaming big for yourself, do it for them.

He wanted to get his parents out of that house. He wanted he and his girlfriend to live a
better life. Clarity is everything.

Habit 2 - Generate Energy

The power plant does not have energy, it generates energy. A power plant takes energy
from one source, transmits it, upgrades it, then transmits it again. The next time people
are negative around you, you’re going to upgrade your energy. You don’t hope to have
emergency energy, you generate it because your family is counting on you. You stop
telling yourself you are so tired. If you are tired, you don't sit there, the sitting there
compounds the problem.

Stand up, give yourself a score of 1 - 10 of your physical energy. 10 is you feel super
pumped up. Turn your mind off, keep your eyes closed and don’t move. With your mind
go from a 6 to a 7. Speed up the processing in your brain. Maybe you see lightning or
fireworks. Take a breath in, now out. Without moving, take in that energy one more, all
you have to do is use your mind, start there. Get your mind revved up because you
have got money to earn, people to serve. Tired is a choice almost all the time.

Just march in place for a moment, feel the weight of your legs. Now stand up tall, put
the weight on your heels. Now move your hands on your legs quick. Now march again.
Can you feel the difference? Now stand and bounce, release the weight in your
shoulders, take ten deep breaths while you bounce. Now bend slightly at your waist,
pat the bottom of your back, take three deep breaths at the same time. Stand up and
bounce.

The largest productivity study history done found that if you take a break every 50
minutes, you will be the most productive. Set up a timer for 50 minutes and, when it
goes off, take a break. Do that activity so you will have the energy later. You are storing
energy throughout the day. Most of you are so tired at the end of the day. That’s why at
age 70, you’ll be tired.

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Most people would not spray paint their neighbor’s house but every day, they violate
their physical temple. In 2011, he wrecked an ATV and ended up with a brain injury.
Brendon needs to get a brain scan every 90 days now. But he’s got a lot of dreams and
a mission in his heart. You have got to take care of your health.

Be responsible for the energy you are projecting into the world. Your kids and your
community see the energy. If you are more intentional, you won’t only change your
marketing, you’ll change the world.

Habit 3 - Raise Necessity

In the early days, Brendon moved into with his girlfriend's apartment in San Francisco
which is a bad place to be broke. He had declared bankruptcy and he was trying to be a
writer. He was having trouble finishing his book and his girlfriend came in one day trying
to get into bed. He had all this stuff on the bed and he sees his girlfriend sleeping under
the weight of his bills. He couldn’t get out of his own way, but now it was necessary for
her. It became necessary in that moment to become a successful author. So he got to
work and 18 days later, the book was done. Eight months later, he had his first $1.6
million dollar launch.

Every day ask, “Who needs me on my A game? Why is it necessary that I service with
excellence today?” He does not even open his PC until he asks himself these
questions.

Make your performance matter first. Connect to that why and who needs you on your A
game. Show up differently. It’s necessary for you to be extraordinary.

Habit 4 - Increase Productivity

Reprioritize at the beginning of the week, schedule blocked out times. Never check your
phone during that time. Focus, do the deep work and get stuff done.

Not all busy work is your life’s work and until you figure out the difference, you’ll never
feel fulfilled.

Identify the outputs that matter the most. Everything else, delegate. There’s five major
moves you need to achieve your dream. High performers spend 60% of their week on
PQO - Prolific Quality Output. These are the things that matter the most moving their
career forward.

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Look at what you are doing now, you must focus on PQO.

Habit 5 - Develop Influence

Think of a person who is the positively influential person in your life. High performers
develop their influencers in 3 ways:

1. High performers teach other people how to think about themselves and about the
world
2. They challenge you by telling you that you can do better. If you want to lead
people, you must challenge them to be better and not make excuses for them.
3. They role model

Brendon has created four original posts every day and a post where he quoted his
father was the most shared post of them all. In it he said:

“Be honest, be yourself, do your best, take care of your family, treat people with respect,
be a good citizen, follow your dreams.”

Remember you are influencing people every moment of the day. So be intentional about
how you are showing up and what you are sharing. That intention can change the world.

Habit 6 - Demonstrate Courage

You have to believe in what you are selling. With people who are more courageous than
others, all they do is speak their real dreams more often and stand up for others who
are also going after their dreams and being judged for it.

Brendon went on a skydiving trip with his friends. There was a plane, a barn and a bar.
He said he’s not getting on that plane until he sees which building the pilot comes out
of. Luckily the pilot came out of the barn. So he’s freaked out, yet he gets on the plane.

He starts to panic up in the sky and he forgot what his instructions were. His guide told
him, “It’s easy - at 5000, pull!”. So it’s almost time to leave the plane and he tried to
motivate himself by shouting, “Yes, yes!” They get to the door and he says, “No!”

But at 1-2-3, his instructor throws him out of the plane. He’s screaming, falling 150 - 200
miles per hour. He’s screaming the whole way, then something goes wrong above the
cloud. The strap around his goggles had snapped. The guide starts pointing toward the

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ground, as he is trying to remind him to pull the thing. So he finally grabs the thing and
his leg went above his head and it came back down again.

Can you imagine doing a ClickFunnels ad for this experience?

When they had finally landed safely, the instructor asked him what he did and Brendon
told him he was a motivational speaker. The instructor said he’s jumped out 1,142 times
but when he watched him in the barn, he could tell that Brendon was so afraid of what
would happen, that he has not yet learned how to listen through the fear.

You need to jump in! Some of you are so paralyzed, these people have already told you
what to do. You do not let your fear win, you open your ears and go. You must listen
through the fears you have and get it done. You have to use your skills, wield your
influence, they are telling you what to push, what to do and how to enjoy the
experience.

Feel through the fear, we respect you for that, we expect that from you.

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