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 Table of Contents

FHL 2015 Notes

Introduction 1
Funnel Hack Process Russell Brunson 2
List Hacking Funnels And Email Arbitrage Russell Brunson 9
Grow A List And Get Paid Richard Cussons 15
Traffic Hacking - The Dream 100 Russell Brunson 20
Book Launch Recap Russell Brunson 26
Tripwire Funnels Perry Belcher 28
The Perfect Tripwire Funnel Trey Lewellen 39
Product Launch Formula Jeff Walker 48
High Ticket Consulting Russell Brunson 55
Garrett White Presentation Garrett White 63
Perfect Webinar Funnel Russell Brunson 69
Webinar Hacks Jay Boyer 77
Reveal Actionetics Russell Brunson 82
Funnel Stacking / What If A Funnel Flops Russell Brunson 86

FHL 2016 Notes

Introduction 90
The ClickFunnels Story Russell Brunson 91
Expert Secrets Russell Brunson 93
Entrepreneurial Personality Type Alex Charfen 106
Expert Secrets Timeline Russell Brunson 116
How To Take A Simple Idea And Turn It Into A Million Dollar
Webinar Liz Benny 133
The Future of ClickFunnels Dylan, Todd, Russell and Ryan 139
Create Attraction, Connection, And Overcome Insecurity
Sean Stephenson 144
Local Funnel Hacking Alex Hormozi 151

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 How To Win A ClickFunnels Dream Car 157
Funnel Consulting Russell Brunson 158
Expert Evolution (Finding Your Voice) Garrett White 162
Funnel Stacking Russell Brunson 167
Jump Manual Jacob Hiller 178
People, Process, Product Marcus Lemonis 186

FHL 2017 Notes

Creating A Mass Movement Russell Brunson 193
The Big Idea Todd Brown 200
How to Sell Almost Anything Without Actually Selling
Anything Russell Brunson 206
Social Webinars Brandon and Kaelin Poulin 213
Copy Blocks Jim Edwards 216
Membership Funnels Stu McLaren 223
Follow-Up Funnels Russell Brunson 227
Podcast Funnels Justin and Tara Williams 230
Young Entrepreneurs Emily Shay and Caleb Maddix 234
E-Commerce Funnels Trey Lewellen 238
Amazon Funnels Jason Fladlien 255
Event Funnels Darren Stephens 264
Implementation Setema Gali 268
You’re One Funnel Away Russell Brunson 270
Marketer, Closer, Leader Garrett White 275
Fill Your Funnel Russell Brunson 279
Keynote Speaker Tony Robbins 286

FHL 2018 Notes

We Are Funnel Hackers And These Are Our Stories
Russell Brunson 298
The Identity Switch Kaelin Poulin 308
The Power of Vulnerability Natalie Hodson 313

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Conversation Domination Russell Brunson 319
Funnel Hacking a Blue Ocean Russell Brunson 327
The Ultimate Funnel Dean Holland 337
Documentary Funnels Nick Daugherty 343
Unique Webinar Funnels Jason Fladlien 348
The Hidden Funnel Rachel Pedersen 355
Redemption Funnels Dave ‘Kombucha’ Lindenbaum 358
Before The Funnel Begins Alison Prince 361
Four Levels of Value Myron Golden 364
Multi Dimensional Follow Up Funnels
Russell, Todd, and Ryan 367
Bio-Hacking Energy for Entrepreneurs
Anthony DiClementi 373
The Billionaire Code Alex Charfen 378
Unlimited Traffic Through The Dream 100
Dana Derricks 384
Unlimited Traffic In Just 3 Days Peng Joon 387
High Ticket Secrets Alex and Leila Hormozi 392
The 12 Month Millionaire Russell Brunson 398
Taking Action With A Sense Of Urgency
Ryan Bowman 406
Breaking The Chain Of False Beliefs
Russell Brunson 408
Get More WIth Less Garrett White 411
Keynote Speaker Tony Robbins 416

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FHL 2015 Notes

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 Introduction

Welcome to the First Annual Funnel Hacks Live Notes. This was an awesome 3 day event put on
by Russell Brunson and the entire ClickFunnels team in Las Vegas Nevada.

Over three days, Russell and his special guests revealed everything – from getting traffic, to
attracting affiliates, physical and digital tripwire offers, the perfect webinar (and webinar
hacks), and high ticket sales and consulting.

My team and I spent days locked inside the conference room gathering up all of the tips, tricks,
tools, and resources from the entire event. This year there’s even a special treat for you, but
you’ll have to read the sessions to spot it.

So before you dig it, let me share with you my suggestion on how to get the most of these
notes.

First – read/skim every session to see what nuggets you can find instantly.

Second – go back to the sessions that you think will help you immediately in your business.

Third – take notes ;) No seriously, write down what you plan on doing with the information
inside these notes.

Bonus Tip: Join me here: http://www.timreallylikes.com/wrapupwebinar

That’s where I’ll be sharing my biggest takeaways from the Funnel Hacks Live event and my
implementation plan based upon what I learned.

One last thing – if you like these notes (and I’m sure you will), do me a favor and let me know at
[email protected] I love hearing how much value people get from these and it
keeps me and my team moving forward.

Thanks again and I can’t wait to do this again next year for you.

Tim Castleman

Author of the Funnel Hacking Live & 2015 Traffic and Conversion Summit Notes

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Funnel Hacks Process by Russell Brunson

Russell started off the first session by talking about the history of ClickFunnels.

When it was first launched they gained a few hundred members and it has now grown to over
7,000 members with 200 new members being added daily.
Because of ClickFunnels, he has started doing the Funnel Hacks Process.

Funnel Hacks Process

“If you want to achieve success, all you need to do is find a way to model those who have
already succeeded.” – Tony Robbins
If you want to be successful, find someone who is already doing what you want to and simply
model them.
When Russell started he saw legends like Armand Morin & Marlon Sanders.
He bought their products and when it was time for him to create his first product he modeled
everything he saw on their sales pages – headline, cover photo in suit and tie, etc.
To funnel hack successfully, Russell likes to buy a handful of similar products, model the
winners and improve upon them over time.
“You Can Always Tell Who The Pioneers Are Because They Have Arrows In Their Back And Are
Lying Face Down In The Dirt.”
When Russell went to a GlazerKennedy Inner Circle meeting and heard the head of Agora
Publishing talking about their business. In his presentation he talked about competitors coming
in and trying to do their own thing. They would come into their market and try higher and lower
price but NO ONE would just directly model them and their funnel.
To be successful, when you just are getting started, model exactly what is already working

You Have Two Types of Competitors

Direct - People who are selling the exact same thing as you are
Indirect – People who sell to the same exact MARKET, but not the same exact type of product.
Need to see websites, funnels, and get as much data as possible about your competitors.

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How to Successfully Funnel Hack a Business
Step #1 – Model Your Competitors (Layout)
It doesn’t matter what you think about their layout, if they are successful its working and you
should model it. If it’s making money, it’s working.
Do not directly copy or steal from them, just model the look and feel of it. Don’t steal their
copy, headline, etc. but use it to help inspire your work.
Model the things that are working but make them your own (your own sales letter, product
photo, headlines, etc).
Find the page elements that are working and model them.

Step #2 – Model Your Competitors (Funnel)

Russell modeled Ed O’Keefes physical product funnel even thought he was an indirect
competitor.
When he saw that Ed was offering a 6 month supply of the same thing the customer just bought
Russell thought he was crazy but decided to model it anyway.
When he started modeling Ed’s funnel, he went from $20,000 a month to $20,000 a day.
The easiest way to model your competition is simply go through their competitors funnel and
buy their product.

Step #3 – Beat The Control

The control is the current funnel that is performing at the highest level for your company. In
this step you are just trying to better your best and improve upon what is already working and
beat the control.
*Tim’s Tip: When trying to improve upon a winner, test individual elements one at a time.
Change the headline, then wait for the results. Next change the pricing, then wait for the
results, etc. By testing only one change at a time you’ll be able see to what has the most
impact in beating the winning funnel.
Who this works for …
Supplements
Coaching
Information products

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Ecommerce
Funnels for “real” businesses

Where Do I Find A Good Funnel?

First, find out who your competitors are. Go to Facebook and like every page of your
competitors so you can start seeing their advertisements
Go to sites like Clickbank, JVZoo and see what products are hot sellers in your current market.
Buy them and record the entire funnel.
You can also search for your primary keywords through Google and Amazon to see what
products, websites, and companies come up.
If they have a phone number for you to call, call customer support and say “hey this product is
amazing, you guys gotta be selling a ton of these right?”
90% of the time and they will tell you how well or bad its selling.
For digital products, you can do the same thing with affiliate managers.
Most of the time the affiliate manager will give you all the stats and sales information for that
product and they may even share where they are getting their traffic from.

Step #1 – Clickbank.com
The Clickbank Marketplace has 100,000 successful funnels for you model
To find a funnel to model go to the Clickbank Marketplace – then find your category – then find
which ones are selling the best by using their gravity score.

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*Tim’s Tip: Here is a great article from Clickbank on the 6 steps to finding hot products in their
marketplace: http://www.clickbank.com/six-steps-to-finding-a-great-product-to-promote/

Step #2 – Buy Their Product

Buy everything in their funnels and record the entire process.
See what is included in their front end products, their upsells, and downsell products.
Model their pricing and what are they offering and what kind of customers are they getting
when creating your own product.

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Structure / Model your offer off of theirs, their sequence, and what happens through the entire
funnel

Step #3 – Sketch Out Their Funnel

Start from here as your ground zero to build your sales funnels.
*Tim’s Tip: When I go through my competition’s funnel I do two things, one I take a screenshot
of each page (I use FastStone Capture to capture the entire page) in the funnel and I also record
a video of the funnel itself. If you don’t have screen capture recording software, I highly
recommend Screencast-O-Matic – I use it to shoot all of my funnel videos.

That way I can send the screen shots to my designer to model and the video to my marketing
team to understand my thoughts and why I think various elements are working.

Model their funnel and make it your own

How Do You Get Traffic To Your Offer

http://www.similarweb.com

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 http://www.WhatRunsWhere.com
Take the funnel you want to hack, plug in their URL and they will give you the stats.
It shows you their referring traffic and where that traffic comes from.
Try to find as many sites as possible and see where the traffic is coming from.
Contact the website owner where the traffic is coming from (usually from an ad) directly and
ask them how much it cost to run ads on their websites.
WhatRunsWhere shows you all of their ad versions and in the paid version they show how long
it has been running and the longer the ads have been running, the more you know it is
successful.
You can also reach out to a product creators JV or affiliate manager for traffic info.
Pump up their ego: “Your offer is awesome; we want to promote it, where are you currently
getting traffic?”

Now You Know …

1. Where they are advertising
2. What they are saying to their customers to get them to buy
Now you need to model their ads look and feel as much as possible, without directly stealing
their content.

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20dollarbanners.com will create a similar looking ad when you give them access to your
competitors ads so they can model it.

Once you have your funnel setup and your similar ad created, go back to the same websites
already selling your competitors traffic and buy from them.

Things To Remember

Speaker Porter Stansberry, Agora Publishing “If you model, it becomes easier to be successful
the first time”

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List Hacking Funnels & Email Arbitrage by Russell Brunson
How To use ClickFunnels To Build An Email List … And Actually Make Money With It!
Here Is The Process
Russell has a junk mail addiction and has been saving it since he was 12 years old.
He started by watching an infomercial from Don Lapre “Tiny Classified Ads” and bought it.
That started his process of trying to make money but he was so broke (he was 12 at the time)
so he never ran any ads but that lead him to Small Business Opportunity Magazine and started
requesting information from every one of the advertisers.
He started reading the sales letters and because he responded to the ad he was considered a
hot prospect and he would get new junk mail constantly from companies.
When he first learned about Internet Marketing he applied what he learned from Direct Mail in
his business.
Offline Method
1. Find Magazine Ad (call or respond for a free report)
2. Respond to the ad
3. Purchase the product
4. See what happens after you do or don’t buy to see how it all works
Companies would mail him a free report that was really nothing more than a sales letter to get
him excited enough to buy.
A lot of companies make their money off of list rental. Someone rents their list, mails out the
offer letter and if they get a 2/3% response it’s considered a success.
“Spam Story”
He thought “All I need is huge email list, a product, and email them constantly with new offers.”
Russell started searching for email addresses he could buy and found
spamfreeemailaddress.com where he could buy the email list for $60.
He would simply try to copy and paste emails into Gmail and started mailing offers to them.
He uploaded the list, made up an offer and mailed out to over 6,800 people.
When he woke up the next morning his phone was ringing off the hook and it was his ISP calling
him saying they had a ton of spam complaints and they were shutting off his internet instantly.
He was bummed, he told his wife not to quit her job and went to school.

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But, when he checked his email at school he saw 5 people had bought the product and that is
where the journey into online marketing began.
He knew that he had to make it work in a legal and ethical way.
He got started using pop-up ads without borders
Back then people would send traffic to a website, a pop up ad for a free report would appear
and they built their email list from that
Then the pop up ads started getting blocked so they moved the pop up ad onto a squeeze page
for email capture and that is how the squeeze page got started.

The Sequence
Ad →Squeeze Page → Free Report →Offer
The ad traffic sends them to a squeeze page for them to enter their email address and then a
free report which has an offer at the end was sent to them.
Russell then learned of two guys – Frank Kern and Ed Dale and their underachiever formula.

Underachiever Formula
The underachiever formula consisted of three simple steps:
Step 1 – Find A Hot Market (rabid and passionate buyers)
Step 2 – Ask Them What They Want (send a survey asking them what they want)
Step 3 – Give It To Them (deliver what they asked for)
From there, Russell created the Ultra Underachiever Method

Ultra Underachiever Method

Step 1 – Find A Hot Offer (find something that is already selling like crazy)
If you don’t have an offer, ask yourself what is a market I want to be in and an offer that is
ALREADY selling?

Step 2 – Pull out the “ONE THING” that is the hook, the most interesting or cool thing or the
thing that creates the most curiosity.

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Then use a curiosity based headline and put it on a squeeze page Example: Free Video Reveals A
New “Miracle Cure”

Step 3 – Squeeze Email Page

“Free Video Reveals …”
Once they give you their email address send them to an offer
Step 4 – Give It To Them
Email them whatever they signed up for.
To get traffic to help scale up your offer, buy from the same traffic sources that already buying
this product (similarweb.com)
After this is done and the product is a proven winner, Russell will create his own offer and
funnel under his brand.

Different Lead Magnet Then “Bridge Page”

When using cold traffic to advertise a product, you need to use a landing page that speaks to
the masses and had the widest appeal. The wider the appeal, the more people that will enter
their email address to get what you have.
Once they enter their email address, email them the free report, etc
Then you should create a bridge page. A Bridge page is a page in between the squeeze page and
the offer that explains why you need the coming offer.

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*Tim’s Tips: Here is a great article explaining bridge pages in depth:
http://internetmarketingbar.com/bridge-marketing/
On bridge pages, use language that appeals to everyone.
For example: “people to come to their website, not traffic”
On the bridge page you explain what they are getting but that there is a problem they haven’t
thought of yet.
For example: You are getting your free website but there is a problem (traffic) and the bridge
page bridged the gap so they understand the problem and then you show them a product to fix
that problem

Make a funnel for your own specific market

Have the squeeze page, then create a bridge page, and then send them to the product page
Here is an example Russell used in the real estate niche.

Squeeze Page
He ran traffic to a squeeze page called “60 Minutes To Get Rich!” then to a real estate product
from Robert Kiyosaki.

YouTube had the video that he used on the Squeeze page.

Russell uses YouTube videos to help build up his email list and gives it away for free on the
squeeze page.

A Few Other Hacks

1. Micro-Commitment Squeeze Pages
- Instead of asking for an email address straight up, ask them a mini survey and then once
they respond, ask for their email address at the end

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 - Have them make a small choice up front with a very simple and vanilla question “how
did you hear about us” on the landing page
- This Doubled Russell’s conversions by doing this micro commitment step
If possible, in the questions use well known people to help position and frame yourself and
make you appear bigger than you are.
For example:
Where did you hear about us?
- Dr. Oz
- Oprah
- XYZ.com
- Other
2. Adding the “other” category he increased his conversions by 200% because people could feel
safe if they didn’t have the “correct” answer there.
3. Using finished at the end of the survey increased conversions by 18% but 31% decrease in
sales because people thought they were finished and weren’t expecting a product or service to
buy.
So when they changed to “get your access” people were more open to seeing an offer.
4. Instead of saying thanks so much for completing your order they now say your order is not
complete, we have a special offer for you and it increases sales of their products.

Email Sequences
Once you have people on your email list, not all of them will have purchased your product.
That’s where you can use Soap Opera Sequences to keep people interested in the product and
make more sales.
By adding a SOAP they were able to lose money at first with cold traffic because they knew by
day 12 they were profitable.
If you’re not making money on paid traffic, you need to build SOAP, which is an set of emails
sent out in sequential order to ensure your customer knows everything about your product and
has a story and/or different benefits attached to each email.
Your Goal: $1 Per Month, Per Name on an email list
List Hacking Funnel is always the first step
Find an offer → drive traffic → build a list → break even on the offer through direct sales, SOAP
sequences → then funnel hack the entire process and build up his own products if the market
makes sense and proves profitable.

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Cellphone sign extender story
On eBay there was a guy making a killing selling cellphone battery extender stickers. All Russell
had to do was find out what was already selling, find the top sellers, model them and then
funnel hack and create something similar, run traffic and scale up.

To Get Slides For This Presentation Please Go Here:

http://www.timreallylikes.com/funnelhackslides

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Grow A List & Get Paid – by Richard Cussons

How to build a funnel that tests new markets, reveals buyers, tells you what to sell them (and
how), builds you a list and makes money all at the same time!

Underachiever Method 3.0

Richard first learned Underachiever Method from Ed Dale, Frank Kern
They sent traffic from Google or Yahoo to a squeeze page that asked a single question. Once
they answered the question they entered their email address and once that was done, they
were put onto an email list and he also had a database of answers.

Squeeze page survey example:

I’m writing a book on Funnel Hacking and I want to make sure I have covered everything …
If you TELL ME your #1 problem with Funnel Hacking I will send you a free copy when it’s
published
My #1 problem with funnel hacking is …
[Answer Box]

Name
Email

*Tim’s Tip: If you already have an email list, this would be a great way to segment your list, see
who is interested in the topic, and get them to tell you their problems so you can create a
product to address them.

The data gave Richard the ability to:

- Work out how responsive the market was
- Write the info product
- Get reviews when he sent the free product
- Sell them additional products and services

Richard was able to build a list through this method and then he added his own twist to the
process.

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What he did was sign up as an affiliate and send cold traffic with affiliate links to his
competitors offers after they filled out the survey. By doing that he figured out what was
working and not working with his competitors offers. He had hard facts and data along with
money brought in from affiliate sales to buy more traffic.
The Sequence
Traffic → Squeeze Page → Affiliate Products
The data indicated what we should do
- # of ads videos
- Ratio of views to page
In 2015 Richard added some additional steps.

Richard would send traffic from Facebook, Email, Google to a squeeze page. If they left the
squeeze page without filling it out they would get an exit pop that would take them to the
second step – a quiz / survey page.

Once they filled out the quiz / survey page they were taken to one of the rotating affiliate
offers. If they didn’t fill out the quiz / survey page, an exit pop would appear to take them to a
rotating affiliate offer.
Once they were on his list, he would use SOAP sequences to reengage them and promote
affiliate offers.
He also had retargeting pixels on every step of the process so he also built a retargeting list in
the process.
In addition, he was able to segment his list between survey takers and non-takers to reengage
them as well.

Then He Added The Secret Sauce

- Richard would take data he’d get from the survey and then personalize the emails as a
result of the data.
- Instead of general offers and emails addressed to everyone, he could now say ‘hey if
you’re a man age 30 to 50 ..” instead of “if you’re interested”
- Facebook traffic, email, buy email list drops (where people will email their list your
product) that are targeted to the demographic he had on his email list
- Retargeting to Lead capture page at all times to help build his email list

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Finding Offers
Clickbank.com, Linkshare (now called Rakuten marketing), ShareASale, Affiliate Window, Max
Bounty, PeerFly, Never Blue, Amazon.com

How To Test and Rotate The Affiliate Offers

Convert.com + Clickmeter to manage the split testing and rotate the offer a certain number of
clicks to it.
Visual Website Optimizer, CPVLab are other options for you to use
Richard uses ClickFunnels to build the funnel out for this entire process
The funnel looks like this: A video based lead capture page with an Exit Pop if they don’t fill out
the lead capture page leading them to the survey.
If they don’t fill out the survey, they get an exit pop taking them to an offer. If they do fill out
the survey, the data is collected and then they are taken to an affiliate offer.

Building The Quiz

Richard uses Surveymonkey.com, and Survey Gizmo to collect the information from the quizzes.

Once they enter their name and email he uses Zaiper to link everything through to put them on
his email list.

Autoresponders
OntraPort
Infusionsoft
Active Campaign

*Tim’s Tip: I personally use Active Campaign and have found their deliverability to be one of
the best in the business. You have to be careful with constantly promoting affiliate offers
through them but they allow list import, etc and have some amazing analytics and tagging not
found in other providers.

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Driving The Traffic
Facebook traffic
Email list and targeted media buys
PPC, adwords, Yahoo, Bing
Retargeting: AdRoll, Perfect Audience, Facebook itself

Remember data is king. Build as fast as you can and fail as fast as you can.
Focus on Traffic, Data, Leads, Sales

A Live Example
Looking to enter a new market – the Diabetes market
What Richard did first was look for offers on Clickbank and MaxBounty that were converting
well.
Then Richard built the lead capture page with a curiosity based headline
“Free Video Reveals How Man Cured His Diabetes … Can You?”
The first step on the page was to do a quick and “safe” survey (remember micro commitments
from Russell’s talk) asking them where they had heard about him from: American Diabetes
Association, Facebook, Yahoo.
Once they selected the option they were taken to step 2 of the survey where they asked for
their email address.
If they tried to leave at any time, they were met with an exit pop up that asked the visitor to
help him.
“Wait! Please Could You Help Me?”
There was a photo of him and his mom along with some text that sent them to the survey page.

Built The Survey Page

Diabetic Survey Question
- What is your biggest single problem / challenge with Diabetes and please be as specific
as possible
He then added the exit pop if they didn’t take the survey.

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To make everything run smoothly he used ClickFunnels for the funnel and Ontraport as the
email provider.
For the survey page he used SurveyMonkey with an iframe and once they put their contact
information into the form, he used Zapier to add them to his email list.
Where He Got This Traffic
Facebook is where he gets traffic from initially targeting demographics and insights
He also created a Facebook page and got 1600 likes and then used it to build a retargeting list
The retargeting list leads to a quiz page and then exit pops and rotating offers
Some Email Tips Once They Are On Your List
Richard has “Tuesday’s Tips” – never sell from it, pure content and then give people a chance to
choose their own path and then sell during that path based on the links they click.
First tip email – make them feel special and tell them what to expect and ask them if they have
any questions to hit reply and ask it.

By doing that you get a ton of replies, and great deliverability as a result of asking that question.
You also get a ton of interaction and data for you to use.
You can use that data to …
- See how responsive the marketplace is
- Find out what to sell them
- How to sell it
- The words to use when selling it
- How to best reach them

To Get Slides For This Presentation Please Go Here:

http://www.timreallylikes.com/GrowAList

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Traffic Hacking – The Dream 100 by Russell Brunson
“How to get unlimited leads in any sales funnels using “The Dream 100”

The Ultimate Sales Machine by Chet Homes

*Tim’s Tip: Buy this book, it is one of my top 5 business book recommendations and what you
discover from it will make this one of the best books you’ve ever experienced.
Chet was working for Charlie Munger (Warren Buffett’s business partner) at a magazine he
owned. He noticed that the guys who were spending a ton of money on advertising and that
they weren’t advertising inside of his magazine.
So he built up a “Dream 100” client list and started aggressively marketing and advertising to
them to get them to advertise in his magazine.
He also did this for selling a screen play and making a list of people who could help him the
most.
Russell understood the concept but wasn’t sure how he would be able to use it in his own
business.
So he started making a Dream 100 list of affiliate partners on a pad of paper. He started with …
List Owners (who have a huge email list and a great following)
Bloggers (who had a huge blog with followers and readers who are interested in what they
have to say)
Podcasts (who had a big time podcast and followers)
Social Media (who has a lot of Facebook, Twitter, Instagram followers)

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Once you have the list of dream clients
Do NOT spam them with your offer or opportunity
The first thing you need to do is ”dig your well!”
- Dig your well before you are thirsty
- You can’t start digging your well (providing value) when you need them, you have to do
it before you ask anything of them.
How can you provide value to your dream 100 list?
Follow, Friend, Subscribe, and Buy
Buy their products, join their email list, listen to their podcasts, and find ways to add value to
their life and business
Ask questions, show up, and provide value before you ask anything of them. Engage them and
help them before asking them to help you.
When you have a chance to approach someone, be prepared. Be involved in their life and
business and know what is important to them and how you can add value to their life and
business.
*Tim’s Tip: To show you a real world example, at this event Russell shared a charity he is
involved in and believes deeply in – World Teacher Aid. Once I knew that, I offered him a special
link to sell these notes through that 100% of the money would go to them. I even offered to
absorb the PayPal and associated fees so that when people bought – it actually cost me money.
I was willing to work for free and do that for him so that his favorite charity could make all of
the money with zero expectations in return.

Podcast
If you don’t have a podcast, start one.
Once you have a podcast platform you can help share their message and get through their gate
keepers.
You can provide value to your Dream 100 list by interviewing, recommending their products,
talking about them on the podcast, etc.
For example: Bacon Wrapped Business Podcast
Russell appeared on the podcast and NEVER asked how many subscribers, etc listened to his
calls.

Funnel Immersion - Page 21

People are less worried about that, and more worried about getting their message out into the
world.
Get them on the call, provide value by interviewing them and sharing that message BEFORE
ever asking for anything in return.

*Tim’s Tip: I have a podcast, it’s NOT PG (aka I like the dirty words) but it is one of the best
business/life podcast you could ever listen to (according to my mom ).

You can check it out here: http://twodrinktim.com/

How Else Can You Provide Value?

One way Russell provides value is by offering to build out funnels for people as a way to get in
the door to his Dream 100 client list.
They do it for free to get in front of the influencers.
Jesse Elder allowed Russell to join a course for free and if he ever wanted to sell the course,
Russell would promote it because it was so awesome.
He served Russell first, with zero expectations of anything in return and if he ever asked Russell
would be more inclined to work with him because of that.

Promotion
Packages
Parasites
- Email
- Fans
- Customer Appreciation
- Direct Mail
- Etc
Packages
Russell learned this from Chet – send a Lumpy mail package and then call them on the phone to
make sure they got the package.
A lumpy mail package is something that makes the package stand out and when they hold it in
their hand they feel it’s not a normal letter.

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Knowing this, Russell went to Alibaba and found video cards through them and he recorded a
personal video for everyone in his Dream 100 and mailed them to the affiliates.

When they opened the card, the video starts instantly playing and the video is direct and
personal to that Dream 100 client.
He also sent a t-shirt and book to them along with the video.
Affiliates made posts about getting their packages and some of them even shot unboxing videos
of the package and talking about how great it was. The posts and videos went viral and shared
it through Facebook, etc which helped get more affiliates as a result.
Out of the Dream 100, they got 40 of their top affiliates to promote the offer they were
advertising in the video.
Package Ideas
- T-shirt
- Books
- Videos
Russell sends a Dream 100 package in the mail once a month.

For his book launch he sent the book out to his dream 100 list two months before the book
launch.
30 days before the book launch, he sent the Ferrari keychain to all of their top 100 affiliates to
get them excited about promoting the book and the chance to win an actual Ferrari.
During the book launch itself, in the final weeks he gave a $20 commission for every sale of his
book affiliates made.
Doing this allowed him to sell 25,000 copies of his book and reach several bestsellers list.
He doesn’t always just send promotional material, he sends gift packages and just keeps him
and his company front of mind with his Dream 100 list.

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The key is to consistently send cool stuff to cool people and above all you want to get their
attention and share cool things with them.
Being A Parasite
Through Facebook he can target all of the Dream 100 customers & fans even if the Guru won’t
promote him.
For Example: Dave Asprey, the Bulletproof Coffee guy. Russell bought a consulting call from
him, then asked how he can serve them best.

Dave ended up giving Russell $500 worth of products and Russell created a video with the
package and created a giveaway of that product as a way to build an email list by targeting
Bulletproof coffee fans and customers.

Russell has also done the same thing with Dan Kennedy and Robert Kiyosaki to build up email
lists of their fans to use to help promote his own products and services.
This allows Russell to make specific offers to specific fans through his Dream 100 list.
Giveaway Strategy

Noah Kagan of Appsumo gave away drop box lifetime access and created a list of 200,000
people from it at a cost of 30 cents per subscriber.

Outside of Facebook
YouTube and Twitter are great places to target outside of Facebook.
The other day Russell clicked on a Tim Ferriss video on YouTube and then an ad came up before
the video that sends them to the ads own product / list because he targeted Tim’s customers.
ClickFunnels Affiliates
There are tons of great free videos on YouTube of competitors and what Russell does is buy ad
space in front of those videos (LeadPages, Infusionsoft), etc.
Hacking the Dream 100
This is the faster, quicker way to hack your Dream 100 list.
Every market has a “good ol boy” network or industry leaders.
If you can get 1 of them to think you’re cool and like you, they will endorse you to their friends
and you’re in.

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Years ago Tellman Knudson called Russell and asked for him to mail to the Squeeze Page. He
said no but once one person in Russell’s inner circle said yes the rest of them followed.
“Person X is already doing this, agree to do this …”
Pick people strategically who can get you into newer markets.

*Tim’s Tip: I really, really didn’t want to include the above strategy in the notes because of how
powerful it can be. As soon as I heard it, ideas came rushing into my head on how I can best put
the Dream 100 strategy into use to build lists, sell affiliate products, and expand my reach.
So I’m going to expand on this section and how I plan on using it during the free bonus webinar
you got as part of buying these notes.

After talking about his Dream 100 Russell shared a new feature for ClickFunnels users. If you
aren’t a ClickFunnels user – skip the small section below.
If you ARE a ClickFunnel user, then check out their new affiliate program they have just opened
up below.

First BRAND NEW ClickFunnels Feature

They are adding a new affiliate platform to ClickFunnels called Backpack.
This new platform will allow you to add an affiliate program to any funnel. It will track sales,
clicks, affiliate commissions, etc. They even have affiliate pages pre built into the platform and
there are NO additional cost for current ClickFunnels users
678-506-7543 text the word “backpack” and they will manually add it

To Get Slides For This Presentation Please Go Here:

http://www.timreallylikes.com/traffichacking

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Book Launch Recap - Russell Brunson
This was a very short mini session where Russell shared where the idea for a book launch came
from and also shared the stats from his last book launch that sold over 24,000 copies of his
DotCom Secrets book.
My First Tripwire
Russell wanted to create a free plus shipping product so he bought some cheap MP3 players
from Hong Kong and had them shipped to their warehouse.
They did a free plus shipping offer and sold about 7,000 copies of his micro-continuity program
on those cheap MP3 Players.
A few years later they created the 108 Proven Split Test Winners book and decided to offer it
for free with the customer only having to pay shipping.
They sold over 10,000 copies of that book and allowed them to fill an entire coaching program
because of it.
It was the perfect tripwire for the right type of clients because it wasn’t a make money online
program, it was for people who were already doing stuff online and were interested in the
analytical side of the business and what was working.
It repelled the people who they didn’t want to work with, but the actual business owners loved
it because it served them and because they were high quality and targeted leads he could sell
high end ticket products and coaching.

The Secret Formula

Step 1 – Figure out who your idea customer or client is.
Step 2 – Figure out where you can either buy traffic or put your offer in front of them.
Step 3 – Figure out what tripwire offer you could put in front of them to get them interested in
buying from you
Step 4 – Test and track over time to improve your results

DotCom Secrets Book Launch

179,205 visitors to the sales page for the book.
83,697 Leads (46%) gave their information to Russell
25,436 Book (14.19%) were sold

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They used a long optin page and were able to still capture lead information from 46%
14% of the people who completed the form bought the book.
The two step order form allowed him to separate leads from buyers instantly

Order Form Bump (one click upsell on the order page)

22% Conversion rate (5,595 people @ $37) for the audio book
Over 207k profit
This paid for the entire offer and the traffic cost.
Even if they didn’t sign up for the order bump, they were taken to the first One Time Offer.
OTO #1
4.8% Conversion rate
1175 orders of their traffic product which was $197
$231,475 made
OTO #2
1.93% Conversion
416 orders of their perfect webinar secrets which was $297
$123, 552 made
After that there was an offer wall which showcased a bunch of Russell’s offers and made them
an extra six figures in additional sales
Russell use to do 3 upsells and 3 downsells in every funnel but he has a personal rule now to
only do 2 upsells in any funnel so he created the offer wall page which allowed him to make
more money at the end of the funnel.
Funnel Hacker TV where he shares his brand new funnel and their results. He is going to talk
about coaching funnels, physical products, and more in future episodes.

To Get Slides For This Presentation Please Go Here:

http://www.timreallylikes.com/booklaunch

Funnel Immersion - Page 27

Tripwire Funnels – by Perry Belcher

The Tripwire is something Perry came up with at 3am one morning after waking up with a giant
Ah-Ha and they called it the Del Mar Plan originally.
Perry thinks the Tripwire is the most profound thing he has ever learned and implemented and
in the last 3 years they have grossed more sales than ever before because of it.
He started off talking about Columbia House Records and their 13 CDs for $1.00 because they
knew their numbers and they knew they would get a certain amount of money per subscriber
once they took the $1 offer. The offer ran for 22 straight years.
During that time they sold over a billion dollars worth of music and their sales accounted for
15% of the entire market.

At the peak, they were spending $15 to acquire a customer and then they made an average of
$15 on them after the first month.
What is A Tripwire?
A tripwire is an irresistible, super low risk offer that converts prospects into buyers.
As a result of the tripwire, their company no longer does lead generation, they only want and
accept buyers onto their email list.
They do this in every market – digital goods, survival, DIY, makeup, and more.
They give away cufflinks in their Hong Kong suit business because they know that if they are
wearing cufflinks they will be buying nicer clothing.

*Tim’s Tip: What you’re looking for is a small, but critical part of the buying process. Cufflinks
aren’t critical to anyone BUT the people who are wearing nice shirts and if they are going to the
trouble of having cufflinks, chances are they are willing to buy suits, etc more than other
people.
Tripwire Checklist
- Low barrier to entry / impulse buy
o $2.95 doubles the performance of a $4.95 offer
o It has to be a no brainer and cheap to where the customer won’t even have to
think about it
- Easy to understand and explain
o Most tripwire video presentations are only 3 minutes long

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What else would they buy if you can’t sell them your main product with paid traffic? If you had
a dating product – instead of selling the dating product, what if you sold them a pickup line t-
shirt and then as the upsell sold them your dating products?
The tripwire purchase HAS TO signify the buyers intent otherwise it’s worthless and you will
lose. Iphone cases can get you a lot of buyers but you know nothing about the buyer except
they own an iphone.
But if Perry sells a shirt that says “Guns don’t kill people, Dads with pretty daughters do” he
knows he owns a gun, is 40 to 50 years old, typically conservative and now he can sell them
products that appeal to that target market.
The tshirt that is designed to start a conversation in the dating world is perfect because once a
girl comments on it, the guy doesn’t know what to do or say so they can sell him dating
products to help him with that.

*Tim’s Tip: Read that last line again. If you can’t sell your information product through FB ads,
etc what if you could create a small tripwire physical product (t-shirt, etc) that appeals to that
target market at a broad level and then sell your information products to them once they are
on your email list and already a buyer.
Seamlessly leads to the core sales
- The best core offer to make is just a bigger version of the tripwire
- For the survival market their tripwire is a Credit Card Knife and their core offer is just a
larger bigger knife along with membership to the Family Protection Association for $20
per month.
- What wouldn’t work as well is a knife tripwire offer that lead to a flashlight. So give
them a bigger version of the tripwire offer as your core offer.
Useful but incomplete
- Perry use to have a candle supply business and in order to get a new customer everyone
else sold wicks for $20 a 1000 but they only cost $2 a 1000. Because he knew that
candle wicks were only one part of making a candle he sold them at cost. When they
ordered the wicks, they usually bought something else with it.
- In a few years he had 85% of the market buying from him because of his wick prices and
he had a buyers list, not a prospects list which went on to buy stuff from him – usually at
a higher price than the competition because they were already buying wicks from him.
Has a high perceived value (find their cheese)
- The credit card knife has a high perceived value and if anyone searched for it they could
see it sold for $119 on the internet.

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 - Video has a higher perceived value than a PDF just like sending something in the mail
has a higher perceived value than a digital download.
Has a high ACTUAL value (positive first transaction)
- You are going to attract buyers so you want them to have an amazing first experience
with you and using your Tripwire.
- Groupon does a horrible job of this because businesses and employees give terrible
service to Groupon customers than normal ones because of the biases of them being a
discounted shopper which makes the customer experience suck and they will never
come back as a result

Physical Premium Tripwires

If possible, using a physical product as a tripwire will accomplish all of the things listed above.
For the survival market, they use a strike match (they just ordered 500,000 more) and he will
ship all of those out in less than 60 days.
For the free knife offer, it still sells ok but it’s getting harder to buy media for knifes
Example of the Squeeze Page for the credit card knife

See it live here: http://survivallife.com/credit-card-knife/tw/

Funnel Immersion - Page 30

The 90/10 Survival Life Example

When Ryan and Perry bought Survival Place (which became Survival Life) it was doing 30k a
month in sales and had a list of about 110,000 people.
When they bought it, they mailed 4 tripwire offers to their list of 110,000 people and sold
about 10,000 products.
They now had a 10,000 buyers email list and 100k prospects list.
The next month they offered a $47 product and out of the buyers, 51% of the sales came from
the 10,000 recent buyers, the 49% came from the other 100,000 prospects
Prospects (non-buyers) clog up your list and your mental space and if they aren’t going to buy
from you, you should get them off your list and out of your life as quickly as possible.
With only buyers on their list, their open rates are huge and they don’t have to worry about 20-
25% of their list being bloated with fake emails from people trying to get something for free.
Your tripwire must be small but critical
- Candle Wicks (from above)
- Elegant Themes – 1 theme for $19, then $39 for a year of access to 30 themes
- Guitar picks – A guy on ebay sold guitar picks 100 for $12 because he would eventually
sell them vintage guitars once they are on his list
- Perry and Ryan own a water filter company and would sell water filters at cost to their
customers and wholesale to other companies because they knew they would make
more money on repair and replacement of the filtration systems over time.
If he can sell something at cost at the front of the market, they can expand their customer
based and once they know their numbers, they can actually sell something at a loss which
drives their competition crazy.

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 See the book here: Obamacare Survival Guide
$4.95 tripwire offer and then once they buy they are sold a Financial Retirement Guide.
The creator of this has also put the book on Amazon and Barnes & Noble along with various
other book sellers on the internet.
Books – if you can tie it to a current event you will do better than just a general and boring
topic

Popurls.com is a great place to see what’s going on in the markets and capitalize on trends,
topics, and current event for you to come up with new trends and tops to make tripwires out
of.
Alexa’s what hot – Perry has this as his homepage on his computer because it shares the top 10
most talked about articles, topics in realtime.
Reddit.com for what is trending and being talked about by the internet.
Digg.com & Mashable.com share popular articles from around the world

You need several tripwire offers for your business so you can rotate the offer and it won’t get
stale in front of your target audience.

Funnel Immersion - Page 32

Paid Webinar Tripwire: 13 Sneaky Little Email Tricks – http://sneakyemailtricks.com
- This was a paid webinar where they charged $7 for it and then they made their offer at
the end of the call
- They also make an additional offer as soon as someone signs up and you can sell them
either the same thing you’re pitching on the call or a similar but non competing product
Software Tripwire
Freshkey.com example

They paid about $10,000 to have it developed

It scrapes Google Suggest and several other platforms and shows how people are searching
something
Wanted to sell it for $79, ended up selling it for $10 as a tripwire for their information products.
They have repurposed the software for Amazon physical products, Kindle authors, Etsy, etc
buyers as well.
Using it as a tripwire has given them up to a 30% conversion on the various back end offers
#1 Book Seller Information Product – This was a training course on self-publishing for Ryan Deiss
and when it launched it sold about 6 million dollars worth of the training.
After the launch, they put the software in front of it and used the #1 Book Seller as an OTO and
they sold a ton more copies of the training.

Here’s what was really interesting. Their refund rate was 18% for #1 Book Seller when ran by
itself during the launch.
Freshkey refund rate was around 4% by itself.
When they bought the #1 Book Seller as the one time offer on the backend of Freshkey, the
refund rate dropped down to 5%

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Perry thinks this is because people associated what they bought on the front and back together.
If they were happy with the front end product (software), they will be happier with the OTO
purchase (training).
When Perry wanted to get in the offline business he came up with a tripwire that allowed them
to get $100 worth of ads for just $20 using a coupon code provided from Google to make this
happen and then sold them additional services after a few days.
Their offer at the tradeshow they tested this at was: Give us $20 and we’ll get you to the top of
Google within 24 hours. They used Adwords to fulfill their promise.

Here is the video they had attendees watch before speaking to anyone.

Watch it: https://www.youtube.com/watch?v=da9QGgKR558

900 people came to the convention, 400 people watched the videos and they sold 87
customers right there at the show with the tripwire offer.
They planned on closing them on a $1500 a month program via follow up phone calls but after
the first day people started asking what was the real offer was and when they told them,
people started signing up for the main offer there.
They were able to close 20% of the people for the higher ticket product that they sold
immediately after the $20 offer at the trade show.

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Once they left the tradeshow, people had already moved on so what he learned was to sell
immediately after the tripwire to get the best results.

Free Cufflink Promotion (YouTube Video)

- This video offered anyone who watched it a free pair of cufflinks which led them to a
Squeeze page and additional offers eventually.
Physical products don’t have to be expensive. For example the credit card knife, when they first
started buying them they were paying $1.19 per knife, then with volume they were able to get
it down to .65 cents, and then got them down to .42 cents and the past year they got it down to
.37 cents and 90 day terms direct from China. They were able to buy over 3 million of the knives
which allowed them to do this but don’t think physical products have to be expensive.
This was the end of Perry’s presentation, we captured the Q&A session that followed

Q: What would be a good tripwire for a weight loss offer?

A: Depends on the method they would be losing weight with. Weight loss through shakes,
physical workouts, etc. Perry recommends a walk yourself thin offer and then giving away a
free pedometer, for a juice person send them a special shaker, etc.

Funnel Immersion - Page 35

A book Perry recommends is Breakthrough Advertising by Eugene M. Schwartz – it’s a very
expensive book but it is worth its weight in gold.
Weight loss is the oldest market ever and they are a mature market which means they have
seen and read everything out there so you have to work REALLY hard to break through the
marketing fog surrounding them.

Q: When you enter a new market, when do you start looking at creating your own brand?
A: They don’t put a logo on anything they aren’t going to be in the market for a long time.
Ryan Deiss came up with the name for their survival knife by taking the 2 most common
German surnames and combining them into one.
When they first bought this knife they bought a generic knife and then made improvements
over time to the knife by adding features, improving others and making it better and better and
better.
It was only after they started doing that they started branding the knife with their own name.

Q: What works better - Digital Tripwires vs Physical Products tripwires?

A: It depends on the market. In the survival market physical products produce a 18% conversion
vs free report which produces a 2-3% response as a tripwire. Typically for the markets they are
in, a 5 – 11% physical product conversion is common vs a 1-2% digital products
Perry talks about how they know their numbers they actually lose money on the front end offer
because they know their numbers and break even points. They love losing money on the front
end because it kills competition.

Tripwires Used For Digital Marketer

- He uses software ($10) which does the best out of anything they have tried.
- The funnel has to be in place so you can know your numbers and make enough to pay
for advertising
- They are testing a $1 shirt and trial offer to join their DM Labs
Try to find tripwires that help identify people who are happy to be part of a particular market
segment. Tshirts, Bumper Stickers, etc.
There was a coffee shop that averaged a $100 a day in tips. Then they started using two tip jars
and asked identification questions (like which is better Beetles vs Stones) and brought the tips
up to $400 a day. People want others to know what they are about.

Funnel Immersion - Page 36

Q: With a physical product would you ever use a 14 day free trial with a rebill?
A: Trial is a huge negative word because people think they are going to be billed forever. So
what they do now is a free gift or product, then the OTO has a continuity offer with it (see the
credit card knife example above).
The person asking currently ships them a jug of laundry soap and then offers them lower cost
soap as the OTO to help dominate the laundry room.
He does a free + shipping offer for a free jug with a sample package of the cleaner.
Perry recommends him changing the monthly deliverable so people keep with the program
because they stick longer to see what it is. If you can cycle or switch the product they get each
month they stick longer.

He also talks about the homesteading niche is all about women and talking directly to them,
instead of men. Men are interested, women were the buyers. Canning and food stuff sold real
well to that market as a result.
A guy in the audience has a singer spray – to help singers protect / preserve their voice. Perry
recommends giving a small sample, then sell them more of the same instantly at the OTO.
If you can mix physical goods and digital products it makes you stop being a commodity and
harder to compare against other products.
Random Perry Thoughts:
Long Form Sales Letter are converting better than video sales letters in the survival life market
Plain black words on a white screen work best for VSL
Tshirts, apparel, and jewelry always seem to do well for their market
Consider this if you’re doing a webinar. Offer a free shirt + online class when they register for it.
Offer it for $4.95 but make sure the $4.95 is to buy the class, give them the t-shirt for free and
you will get amazing show up rates for the webinar because that is what they paid for.
A construction company offered a free audit of asphalt.
Most of the jobs this company did were over $60,000 per job and they averaged an 85%
conversion to do work for people who took them up on their tripwire offer.

Q: Any ideas for a tripwire for online guitar lessons?

A: Tripwire: guitar picks that are branded with the URL and then offer them the class as an OTO.

Funnel Immersion - Page 37

To be successful at a trade show – make the offer specific to that trade show and match it up to
the industry.

Q: For someone in the relationship coaching industry / couples counseling how can you do a
tripwire offer for that market?
A: Develop a card deck that asks questions, has dares, things to do, etc and you can get them
for 50 cents deck and then use them as a tripwires.
Perry did one for the survival market - 52 ways to piss off a liberal card deck and it is selling
amazingly well.

To Get Slides For This Presentation Please Go Here:

http://www.timreallylikes.com/tripwireslides

Funnel Immersion - Page 38

The Perfect Tripwire Funnel - Trey Lewellen
Trey is currently moving 20-40,000 physical products per week through his business along with
selling thousands of tshirts a month.
Trey has a saying he lives his life by: It’s all about being committed to being dedicated.
Trey says you show him a successful funnel, he’ll show you a dedicated entrepreneur.
Trey started his business with his brother who is a police officer and big gun fan. When he got
started he made a ton of mistakes.
3 Biggest Mistakes he made when he got started
1. His mind wasn’t in the right place. He didn’t know his numbers, how much he wanted to
make, etc. Because he didn’t know any of this it was impossible for him to set and
achieve goals.

2. He created products that he would want to buy, not what his audience wanted to buy.
You are not your customer and the only way you win in this business is by giving people
what THEY want, not what YOU want.

3. He wasn’t spending enough money to acquire enough cold data to make enough
practical decisions. He was scared of using paid traffic when he got started and because
he couldn’t have consistent traffic he couldn’t have consistent numbers.

3 Biggest Mistakes beginners make when coming online

1. I don’t know where to start (because you don’t have a plan you buy everything and
consume nothing – which leads to information overwhelm and frustration)

2. I don’t have a product to sell (you make money when you stop consuming and start
creating)

3. My funnel doesn’t look pretty enough to launch (perfection is the enemy of success)

In order for someone to buy from you, you must first understand what they are buying.
Knowledge does not equal understanding. Until you actually start implementing what you learn
you won’t have full knowledge or understanding.
Theory in Motion
Knowledge + Understanding + Implementation

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For what Amazon doesn’t give you in commissions, they give you in data.

When you send a cookie through Amazon for the next 24 hours you get to see everything they
buy and you get to keep that data.
What Trey Looks For When Searching Through That Data
#1 He looks at what sold 2 or more units
#2 What had over a 3% conversion in sales
#3 Look if I can outsource the product or find it wholesale
Trey never invest in any inventory, but he has an unlimited supply of inventory through
arbitrage from Amazon and Ebay.

Trey’s First Project

His first project was a warning shot sign that was being sold on Amazon for $6.98.
Trey had built a Facebook group of gun lovers which is where he advertised the Warning Shot
Sign.
Trey’s special price on the website was $13.95. The margin was $6.97 in profit for every sign he
sold.
He sold through his Facebook fan page and within 10 minutes he made 15 sales.
When someone comes into your funnel they rarely price shop, especially if you’ve done a good
job of establishing trust through your Facebook group.
After the customer purchased the sign, Trey would order the sign directly through Amazon and
select for the customer not see the price on the invoice. It still comes in an Amazon box but
they get no complaints about the price difference.

Trey’s Best Optin Page Secrets

- Use a white background
- Use a 2 Step opt-in
- He uses an image over video so that customers don’t get distracted with the video going full
screen on mobile devices.
- Have a benefit driven headline, use a countdown timer to increase conversions, and green buy
button

Funnel Immersion - Page 40

Remember, the more they have to click – the fewer sales you will make so Trey takes out the
sales page and pre-sells them on the Squeeze page which sends them directly to an order form.

Trey’s Perfect Order Form

Trey has spent over $200,000 in paid traffic and come up with the “perfect order form”
He deletes the top banner, deletes the lock and award buttons to decrease distractions and
minimize clicks on the page.
He likes to mirror congruency, so everything looks the same throughout the entire funnel –
from the Squeeze Page to the Order Form.
He makes everything look the same and that includes design like squared corners, shadows on
both sides of the order form because when he tested he noticed several percentage points
improvement when both sides of the page mirrored each other.
He removed dividing lines on the order form so there were less visual stops for the eye and for
customers to stop at.
He was losing 5% of his transactions because the public couldn’t spell United States, so he took
it out because he only sells to the US.
People hate buying things so he combined the shipping and billing address so people felt like
they were “receiving” things and not being “billed” for them so he uses shipping instead of
billing address.

Instead of using a checkout button, he changed it to quantity wanted button that reflect the
number of items ordered.
On the bottom of every page he has the phone number, address, and contact information so
customers can contact his company with any questions.
He put the USPS logo on the page to reassure buyers and borrow the creditability from them.
Instead of a buy button, have them reconfirm their order on the buy button “Yes I want 4 XZY
shipped to me as fast as possible”.
He added a timer to increase scarcity and sales on the second day but that created a small
problem.

Because the timer didn’t automatically reset when it was at zero, people didn’t think they could
still order. That’s why having your contact information on the bottom of every page is
important.

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When they started to call in to see if they could still buy he his timers automatically reset when
they hit zero.
Another thing Trey recommends is making sure your page works for mobile and desktop
customers and people can see everything clearly.
If you have ClickFunnels, you can get the perfect order form template from Trey

Text: MrOnIt to 678-506-7545

When trying to create your perfect sales funnel, don’t over think it. Here is what he has found
works best for his company
Upsell #1
- Always sell them more of what they just purchased. More of the same is the first upsell
always.
- 35% of his buyers buy more of what they just bought in larger quantities

Upsell #2
- Test a similar product that can be used with the main product. For their gun Oil product
on the front end, they sell a gun cleaning kit on the backend.
- He buys the kits in Wal-Mart and he buys them for $20, sells them for $60 and ships
them directly to the customer

Remember, Data Is Everything

When you send 100,000 clicks to a page

70% optin to the Squeeze Page 70,000 Emails
13% order page conversion 9100 Orders
38% OTO 1 page conversion 3458 Orders
9.68% OTO 2 page conversion 880 Orders

To Get Slides For This Presentation Please Go Here:

http://www.timreallylikes.com/physicaltripwireslides

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3,500 Book Buyers For Russell Without A HUGE List by Todd Brown
In this presentation, Todd walked us through his book promotion of Russell’s Book – DotCom
secrets and how he sold 3,500 copies of the book. You can use this same approach to promote
affiliate products, your own products, and anything you really want to.
Todd’s Guiding Principal: If you’re willing to do the things average marketers aren’t willing to
do, you’ll crush them.
The methods Todd uses aren’t sophisticated, they just require time and effort.
Todd started promoting the book before it was even available to purchase. He created a seed
list by using traffic from a Facebook ad to a landing page 4 to 6 weeks before the launch of the
book.
After a week or so his ad got flagged through Facebook and because he had to compete with
bigger guys (Jeff Walker, GKIC) and had a smaller list than them, he had to use paid traffic to try
and win the affiliate content.
So he started thinking about the other types of information he could use to lead into Russell’s
book.
So he thought about who the target customer for the book was and how could he put
alternative content in front of them to get them to buy his book.
Todd learned from Michael Masterson and learned about understanding what your prospect is
already aware of – their problems and the possible solutions to those problems.

Todd talked about different market awareness segments. From Most Aware to Least Aware
segments.

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Easiest to sell to is Most Aware -they know they have a problem, they know all the other
offers, and are ready to buy from you. For this segment, it becomes all about the deal and who
has the best price, bonuses, etc.
Hardest to sell to is Least Aware -they are not even aware of the problem, so they have no clue
about solutions, etc. They aren’t thinking about anything out there because they aren’t even
aware of the problem yet.

The Majority of the market is in the least aware segment and just aren’t aware of their need
yet.
Knowing this, Todd had to figure out a new piece of content that was Facebook compliant and
something he could put out in front of the least aware target of the market to sign up to his
seed list.
So Todd created a native ad and native ads page where he talked about the top 3 marketing
books. By doing this he appealed to the largest segment of the market vs a specific one. This
add appealed to anyone who was interested in marketing books generally and not just people
who were interested in Russell’s book.
When they visited the page, Todd was able to create a retargeting ad and campaign for just
those visitors.
Then he ran a Google Hangout talking about the top 10 marketing books and the biggest
lessons from each of them. He included Russell’s book in that top 10 list.
The hangout created content, gave the attendees value, created bonding between Todd and
the attendee, put him in a teaching position, and got interaction from his list of people.

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 Hangout Replay Link: https://www.youtube.com/watch?v=iZ5EthWs97s
After the hangout, he continued to run traffic for the replay of the hangout
Next he created dedicated pages for different target audiences.
So he targeted Tony Robbins fans and sent them to a page that had a photo of Russell and Tony
together.
He created a new landing page for each big name audience he was going after and gave each
page credibility and endorsement with photos of Russell and the target audience name when
possible.
He put a tracking pixel on every thank you page so he knew what was working and not working
with paid traffic.
Then he asked Russell if he would do a hangout with him
This was only the second promotion that Todd has ever done outside of his own products and
services.
Todd’s goal is always to add value to the marketplace while PROMOTING a product and he
wants prospects to walk away, even if they don’t buy, and be happy they learned something.

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Gary Bencivenga was an amazing copywriter whose control pieces could not be beat and his
secret was that he created campaigns that created value for the end user.
Todd didn’t do a fluff interview with Russell, he was asking hard questions like: What didn’t you
include in the book? What did you leave out of the book? Knowing what you know now, what
would you do differently? Tell me about your failures, etc.
They were also retargeting everyone during this entire promotion and created their own
retargeting list for every step of the promotion (people who had watched the Hangout, people
who had only signed up, people who watched the replay)
They ran different retargeting promotions for every step of the process (attended the webinar,
the hangout, etc).
After the hangout, Todd stripped out a piece of the hangout and used it for an additional
marketing piece that allowed people to see the hangout section that talked specifically about
the book.
They ran extensive Facebook ads for the last 4 days and updated them constantly with
countdown timers to get people to sign up to the list, buy the book, or watch the hangout
replay.

Todd also used his email list that helped make more sales and he was good about segmenting
the list based upon their behavior (if they attended the hangout they were on one list, if they
bought the book they went on another list, etc)
For his emails, he had a screenshot image and when you clicked on the image it went to the
book. What made the photo super effective is that they had customized software that would
personalize that photo with the readers name “For Example: Is Tim already on the list”

Here is the plugin he used to make that happen

Todd states that until you’re able to pay for a customer, you don’t have a business, you have a
promotion. The marketer who is willing to invest the most wins.
The top 2% at one point were the bottom 2% of the market. We all have to start somewhere.
You don’t need brilliance, you need to be willing to take action.
The only difference between us all is experience and time.

To get a copy of the funnels used by Todd during this promotion – you can go here:
http://www.timreallylikes.com/toddfunnels

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After sharing this strategy for Russell’s book launch, Todd went on to talk about how he would
use this strategy to get new ClickFunnel users to sign up. You can also use these strategies for
marketing your own product/service.
4 Actions Steps To Quickly Get 100 CF Users
Produce content for the most and least aware market segments. Also consider how you can
produce content for your specific niche or target market and only end the conversation when
you don’t have anything of value to say or add.
Constantly think of new pieces of content that you can leverage and then segue into the
ClickFunnels offer
1. List 5 related but not a prime market segment (lower on the awareness scale) who can
benefit from ClickFunnels. Think about people who are not already looking for the tool –
they have a problem and are slightly aware of it. You can pick up from there and
educate them to the best solution which is ClickFunnels

2. Determine 5 additional pieces of valuable content you can use as a lead in to the
ClickFunnels affiliate program. This could be audio, this could be video, a simple PDF, a
YouTube video review, a podcast and more.

3. Develop one or more over the top, no brainer bonus offers for anyone who buys
ClickFunnels. Make the bonus even more desirable & valuable than ClickFunnels cost.
Remember Todd did a 4 week training for free when people bought an $8 book. That
made it a no brainer and I bet once the people got on the calls they were told about
ClickFunnels.

4. Target your prime, and related market segment with paid traffic and retarget everyone
… and track everything to know what is working on not in your advertising and emails.

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Product Launch Formula by Jeff Walker
The biggest impact you can have on your business is to turn your marketing into a story and an
event instead of boring, everyday advertising.
Jeff released his book “Launch” which became a New York Times Bestseller using the product
launch formula.
When he first got started online he started doing product launches and made a few hundred
bucks to start. Then he did another launch a few months later and made over $1,000. Slowly
and over the course of a few years he went to 6 figures in 7 days launching and now regularly
does 7 figure launches.
What success looks like to Jeff is having the ability to live where he wants, surrounded by his
family, and in the mountains of Colorado.
He’s also able to make a huge impact, make a lot of money, and live the life he wants in
Northern Colorado.
Jeff does one large event once a year and during last year they raised over 100k for World
Teacher Aid which will help build an entire school in Africa.

Three primary types of launch funnels

Seed Launches – how to get started with no list and no product
Internal Launches – products or services that you just offer to your list only
JV Launches – having your joint venture partners mail for you

Hope Marketing
Hope is an evil word in marketing, you never want to HOPE that something works, you want it
to be certain and proven. Jeff is on a crusade to end “hope marketing”
When he started working with John Gallagher he created a board game, had them produced
and then had them in a spare bathroom taking up all of the space. Worse than the physical
space was the mental space and the daily remember that he wasn’t selling enough of them.
Before Product Launch Formula, he had sold 12 games ($360 in sales)
After Product Launch Formula – he sold 670 games ($20,100 in sales)

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Here’s How John Did It
First he used The Sideways Salesletter which allowed him to create several content pieces
focused around the following main points.
1. Journey/opportunity
2. Transformation
3. Ownership Experience
On top of that he used proven Mental Triggers that have been successful since the beginning of
time.
1. Authority
2. Reciprocity
3. Community
4. Social Proof
5. Anticipation
(plus a dozen more that Jeff never listed)
What Jeff advises is to do a launch for 7 to 10 Days full of prelaunch content and he does a
sideways salesletter where he breaks down an entire salesletter and emails the list over 10 days
with real value and teaching and then sells the product at the very end.
1st Video – Journey / Opportunity: This is where you share the journey and opportunity that
can help transform someone’s daily life.
Something that takes away pain or helping them improve their lives
Typically each of these videos are 12 to 14 minutes or shorter
2nd Video – Transformation: This is where you show the before and after and show them the
opportunity that made it all possible.
3rd Video – Ownership experience: You take the customer in and show them what it’s like to
own the actual product or service and future pace their lives by using it.
Most people stumble at the end of the launch because they have to switch from providing pure
content to starting to sell the opportunity. To prevent that, Jeff recommends in the last few
minutes of the third video you make a pivot in it and say something like “… it’s been awesome
sharing these videos. I know a lot of you have been taking action and getting amazing results
and in my next video I’ll be sharing with you a program that will help you do even more …”

Then you can offer them to join an “early bird” list to hear more about the opportunity and
before anyone else.

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You should mail these videos 3 to 4 days apart and take place over 10 days or so.

Jeff HIGHLY recommends the book Influence by Robert Cialdini to help you understand human
nature and how to influence others.
For instance before Jeff talked at the event, they had just presented him with the Ferrari he
won by being Russell’s top affiliate for his book launch. Also, when Jeff talks on stage he likes to
command authority by using video, testimonial, or personal endorsement to help establish
authority before he even opens his mouth.
In the first video during your launch, you really want to focus on authority and why people
should listen to you.
You are someone who they should listen to but do it in a way that you won’t be beating your
chest the better. The more OTHER people tell others how awesome you are, the less you have
to. People believe what others say WAY more than what comes out of your own mouth.
Get testimonials, have case studies, and get as many third party endorsements (like JV partners,
news agencies, etc)
Through the entire series of videos you are building reciprocity by giving them value and things
to use
When someone gives something to you, you want to give them something back – it’s just
human nature.
To help build a “community” around you, allow people to post comments below the video
(here is a WordPress FB plugin you can use) it allows you to use social proof as well when
people comment. If there are a lot of comments, people will feel like they need to comment to
be a part of the community.
Book review example: If you see a book with one review and one with 100 reviews chances are
you are going to want to buy the 100 review book because more people are endorsing it and
more of movement behind it.

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The more you can make your community the place to be, the more that people will want to
join.
Always be asking for comments or how they will be implementing what they just saw in the
comment section at the end of all of your videos.
Once you get to the 3rd video, anticipation starts to build and people get excited.
Marketing Fog – people are just overload with advertisements and things competing for their
attention. They get so much email, they see ads all day, and it’s up to you to help break through
that mental fog and stand out by getting your people excited about what you’re offering.
Oct 21, 2005 is when he released the first Product Launch Formula course.
In internet marketing he has noticed that:
25% of sales come on the first day
25% during the rest of the launch
50% come on the last day of the launch
Keep the cart open for 5 to 7 days max and at the end of the launch you don’t have to close
down your launch offer but you have to take something away.
Something bad has to happen if they don’t take action within the 5 to 7 days the cart is open.
Things like:
- Bonuses go away (least effective)
- Price increases (somewhat effective)
- Product is no longer available (highly effective)
Scarcity is something that can really move you and your clients into action.
The day before the cart closes you start talking about scarcity and how people must take action
before the price goes up, bonuses go away or the product is taken off the market.
You’ll notice that 50% of your sales come on the final day if you do it right.
The Seed Launch
Tara Marino at ElegantFemme.com
To start and sell her Seed Launch, she produced one free launch video that provides value and
then pitches a live webinar, hangout, etc and get a small group of people to purchase the
product from you.
If you don’t get that small group, you don’t have to create the actual product.

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*Tim’s Tips: That is the beauty of a seed launch, you don’t have to produce the actual product
until you get paid IN ADVANCE to do so. If no one buys, you haven’t wasted any of your time.
When Jeff did this, the offer was for 5 calls which broke down the 5 major areas of the topic he
wanted to cover.
He does his first call and runs people through the survey to help segment his list
*Tim’s Tips: The way to do this is to take your big topic and split it into 5 major areas you want
to cover. Let’s say you wanted to do a training on how to write a successful book. You could
break the big topic into 5 major areas.

Big Idea: How To Write A Successful Book

Week 1 – How To Research Book Categories & Topics
Week 2 – How to Outline Your Book Properly
Week 3 – How To Write Your First Draft
Week 4 – How To Get Your Book Edited & Published
Week 5 – How To Sell and Promote Your Book
Once you sell them into the live training, you can use survey’s to find out exactly what you want
to cover. I recommend Survey Monkey to collect survey responses.
All you do is email your buyers and ask them a question like this:
“Our first call is going to be on how to research book categories & topics and I want to know
what questions you have.
If you could sit down and have a coffee from me, what would your number 1 question about
how to research book categories & topics be? (please be as specific as possible.”
If you don’t want to use Survey Monkey, you can simply email your buyers and ask them the
same question and tell them to just hit the reply button right now and tell me your question
Their questions help design your first module and future trainings.
After the first call, you do another survey via email:
Q1: What didn’t I cover that you would have liked me to?
Q2: What questions do you have about “week 2 topic”?
“Before I can go deeper, and to ensure I cover everything possible, I need to know what is your
number one question about “week 2” topic?”

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If you do this via webinar, typically you can expect them to run 90 minutes per session. If you
do this for 5 weeks, you’ll have several hours of amazing content recorded and shared.

Then if you want to keep the goodwill up, add a 6th call which is a bonus call that is a chance to
do extra Q&A and answer any questions not covered during the first 5 weeks.
Once the training is done, get everything transcribed, have the video rendered and edited as
needed and before you know it, you’ve got an entire product created – that you got paid to
create in the first place and that covers everything your buyers want.
*Tim’s Tip: Read that entire section again, Jeff just gave you a 6 figure business right there. One
that you can focus on only creating full offers for people who buy before you create them, give
you all the content and expectations they want, and at the end of it you have a completed
program.

Circle of Awesome
Seed Launch (create the product using the method given above). Once the product is finished
take some time to get the video transcribed, videos edited, and pull out the audio into MP3s.
Then work with a copywriter to put together a salesletter for the product. Use your survey
questions and responses to help crafting the sales letter and get the critical points from your
target customers.

*Tim’s Tip: You can also ask participants your seed launch program to provide you testimonials
talking about everything they learned, accomplished, etc. during the program and the impact it
has had on their life.

Once all of this is done, it’s time to move to the next launch which is an Internal Launch.
Internal Launch on the product you just created and polished up. Because you’re launching it
internally to your list, your overall launch stats should be higher than an average launch and it
gives you another way to monetize the work you already completed during the Seed Launch.
*Tim’s Tip: Save some of the money you make during the internal launch for the JV Launch
prices, graphics, sales copy writing, etc.

Once you have your stats from your own internal launch, take them to your JV Partners (or
Dream 100 list) and get them to participate in a JV Launch.
JV Launch – This is the big one and the one you’ve been working for. Once you have the entire
product done and polished and internal launch statistics from your own internal launch, take
them to your JV Partners (or Dream 100 list) and get them to participate in a JV Launch.

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This is typically done with 4 videos sent out over a few days / weeks where JV Partners mail to
the pre-launch content and help educate the customer on why they should launch when the
offer opens. If you’re doing a typical launch, you’ll capture prospects emails and then try to
convert them to customers through the launch and after the launch using the SOAP sequence.
Never test a brand new offer to your partners list without testing it internally or with cold
traffic. You must bring only proven products to your top affiliates.
After Jeff lost this first business (Jeff had a business partner and over the course of a 5 minute
phone call he lost the stock trading business to him), this is how he got started again
Jeff’s “Business 2.0”
- Seed launch first
- Then the JV Launch
- Then the “big one”…
Jeff talked on stage → made an offer → and then created a product
Then he did a JV Launch because of the relationships he had already made in the industry.
The big launch he did $1 million dollars in 53 minutes.
This was the end of Jeff’s presentation and he had a short Q&A session to answer 2 questions.
Q: Why do you do launches for 7 days?
A: I found that just seemed to work best so I started focusing on 7 days, and now it is down to 5
days for Jeff. The reason he does it this way is because he only wants to email his list for a few
days for each promotion.
Q: How do you develop authority?
A: Getting on stage, publishing your work, writing a book, but the biggest thing is you need to
be trusted and believed. Jeff talked about how he shows photos of his book and mentioned it
was a NYT Bestseller, he shows photos of him with famous celebrities, etc.

There were no slides for this presentation

Funnel Immersion - Page 54

High Ticket Consulting by Russell Brunson

Russell started his coaching program using the Toilet Letter. Anytime they sold a customer they
sent the “toilet” letter in the mail which gave them a free gift if they called in.
When they called in, they were sold a coaching program by a sales rep on Russell’s team.
For every person who called in, they were averaging $450 per lead off of the letter.
So Russell started setting up systems to have sales reps call the customers instead of waiting for
the customers to call him.
Even though it was profitable, Russell shut it down because he got tired of trying to manage 60
sales people and their egos, so he got out of high ticket coaching for 5 or 6 years.
After a few years Russell started studying other people who were successful but had small
operations that they were personally involved in.
One thing he refused to do was have to be on the phone himself.
He created a new way to get high ticket consulting clients with just two sales people and the
funnel is currently making around $70,000 a week.
The sales people are commission only, so they only get paid when they make a sale and
because there are only two of them they are much easier to manage.
With this new setup, Russell is currently 5x the net revenue and same amount of sales as he
used to do with 60 people working for him.
It’s so successful, he now puts this on the back end of all of his launches
How to structure your high end program
This is high ticket, KEEP it HIGH ticket
- When he started he charged $5,000
- At that price point the people they allowed in were hard to work with
- When he raised it to $12,000 it weeded out most of the bad customers
- The more they spend, the cooler they are, and better customers they are long term
- Start high – because sales guys have a hard time selling lower ticket and then raising
their prices
- Because of the price you can spend more time, do more for the customer and pay for
traffic to get them in the door
Have at least two levels
- Russell has Ignite and Inner Circle

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Ignite Training Program
- Ignite is a video training program with 10 modules and once the customer is done and
they send traffic to an offer of theirs, Russell will then do a mini hackathon and go
through their entire funnel and help improve it once they send traffic (so they have stats
to look at and measure)
- Currently $12,000 a year
Inner Circle Program
- They can go through the ignite program if they want
- They also get Voxer access to Russell
- Russell holds small mastermind meetings a few times a year with the Inner Circle
Members
- Charges $25,000 for a year

To start your own coaching program, ask yourself if we could serve people at the highest
level, what would we do for them?
Don’t be afraid to test, tweak, and adjust your coaching program through the years.
- Originally they did personal calls with Russell and then left them alone. The customers
rarely ran traffic or had any stats to talk with Russell. Now he has a pre-done module
program for them to go through first and then get on a call with Russell so they have
done the work first before talking with him and getting overwhelmed with info.

Funnels To Get Clients

Funnel #1 - The Case Study
Brittany – The Black Box Case Study
Case Study Video: This is who she is, what she did, how it all worked, and if you’re
interested in having the same thing for you, apply below
These types of videos are easy to advertise on Facebook, etc. because of the type of content
and ability to target specific people you want.
You can craft your case study as bait to attract your ideal client and if you have different
types of clients or fields you’re working in, be sure to create a new case study for each of
them.

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 Watch this video here: https://www.blackboxfunnel.com/?FB_blkpost1

Funnel #2 – Results In Advance

(Work for free)
Russell is a big believer in working with clients for free, getting results for them, and sharing
their results
This is what Russell prefers to do
Russell played a video of a coaching student – Liz
The video starts talking about how she got into the program and it changed her life.
She thought she was going to do 500k in the first year, but that didn’t happen. In fact she
had a ton of challenges, troubles, etc and thought about giving up.
She talked several times about how hard it was to deal with her personal stuff (cancer in her
family, etc) but that she stuck with it and Russell helped transform her business.

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 Russell comes back and talks about he hired professional video teams to do the video
testimonial reviews
He figured out what they did so now the majority of the videos are shot on Iphones and
Ipads

Go here to watch this video: http://ignite.dotcomsecrets.com/

Video testimonial hacks
- Don’t have them look directly at the camera. Some people think direct eye contact on
videos, makes you look insincere.
- When he interviews someone for a testimonial video, he has the video camera
positioned above and off center of the person.
- He has them talk and look directly at him while filming
- Russell interviews each of them and asks them specific questions
- He gets the sound bites for the things he wants to know& hear
- Get a nice background that is non distracting
- When you edit, pull out your questions, and you’re good to go
- It’s a very tight video shoot because you want to capture them and their emotions

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Questions you can ask while shooting testimonial videos
- What were things like before they get started
- You have to dig deeper with each question and go beyond the surface level: “what was
it like not to see your kids at night”
What was your relationship like with your friends, your family, your life before
How the videos work best
Get them to talk about the future and where they are now (this is what people want, the same
result as person X)
There are no income claims, etc. she focused on her emotions not the money made during the
video.
Mike from the audience story
- Was at Tony Robbins with a guy, they shared a cab back with each other and convinced
each other to start IM businesses.
- The guy wanted to join the inner circle and convinced Mike to sign up as well.
- The guy dropped the next day, Mike stayed in and had to drop out of college to pay for
the program
- He had no clue what to do, and he was green with zero experience, etc.
- He is the first guy sharing, etc and does everything he is told
Within 8 months he is making a full time income through IM and making money, serving other
people & changing lives.
*Tim’s Tip: This reminds me of the old Wall Street Journal Story where two people got started
at the same time, one gave up, the other kept going and achieved his goals while the first
person still suffered and struggled.
Russell recommends to pay for people to fly out to you and capture their story on video
Every time you serve someone and get a result – CAPTURE IT in video, text, or audio format
Create lots of pages with different testimonials, and clone the pages
The page setup is simple – a video testimonial from the person, quote from Russell or another
thought leader and a link to apply for the coaching program.
Each page is setup to match the ideal client they want to get
After they watch the video, they give them an email address and they go to page 2 to do future
pacing and an application.

*Tim’s Tip: I’m not an NLP student but future pacing is where you show clients/customers what

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their lives will look like after purchasing your product/service.

There is a video of Russell saying hello and he talks about people’s experience and cuts to more
testimonials.
Applicants reference the videos when they apply so he knows they are listening to it, etc.
If you don’t have a lot of testimonials then walk them through what they can expect:
“this is what it’s going to be like, walk them through the process and what they can expect”
Page 3
Homework / Build Bond
If they don’t think you care, they aren’t going to sign up
Why business is important to you (pregnancy story with Russell and his wife)
You are going to change the world with your message and their business
Here’s what to expect (aka the next step)
If you’re really struggling right now (toilet letter) – call us now
Get people to inbound call
Get to know, like, and trust us
Build trust, be transparent
The more you care, the more you put into their success, the better
Then they call the customer to attempt to sell them
Robbie Summers
First sales person job to find out what the customer is looking for, if they are a good fit, and if
they need to talk with sales person #2 who closes them
He talks about hiring Robbie to help with his sales team, and within 48 hours his team had
closed $36,000 in sales.
First thing he said after hearing that “I didn’t charge you enough”
Robbie came up on stage and talked about his process
- First thing to know is that your product / service doesn’t matter
- If you take time to find out about the other person
- It doesn’t matter what you do, you need to focus on the other person
- The only thing that matters is your client

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Robbie then brought an audience member up to the stage to role play the sales process
His instructions were: Imagine you’ve gone through the entire funnel and process so the leads
come in the right way and you are interested in learning more about IM
Here are the questions he asked during the roleplay.
Q: Tell me a little about your business and what’s going on it so I can help
A: This person has a migraine product that through a series of test produces a personal
recommendation and result for you to overcome, eliminate, or reduce them.

Q: What are you doing online right now to make money?

A: We just have a website online

Q: Tell me a little more about it.

A: It’s a simple website where people can find out more about what we offer
During the entire process he’s using empathy to bond with the person on the phone
I can understand that
Use their name, X, do you suffer from migraines?

Q: What does your product do?

A: Give them a report on their findings, targets nutraceuticals, customized

Q: What you’re telling me is … you design something to personally help people end migraines
forever.
A: Yes, we even tell doctors to send us their toughest patients

Q: What is your vision for the business, where do you want to be?
I can tell that you’re passionate about this, what’s stopping you from doing your vision?
Would it be fair to say that …
If he knew and understood the power of ….

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How many more people could you impact …
Q: If you knew how to put that funnel together, implement it, and have RB at your fingertips ,
would you be interested in working together?
A: Yes
What is your #1 question for Russell?
The sales rep then uses Voxer Rusell the question, then he responds directly to the person to
show the power of having him to contact when they need him.
Tips From Robbie
You want to keep people focused on the sales process
Talking with Christina of where she’s at, where she wants to be.
She is building the bridge to see how Russell will help her build her business
She talked about how awesome Russell is, how it made her speechless that he actually
responded to the question
Don’t talk about your products, you focus on the person

To Get Slides For This Presentation Please Go Here:

http://www.timreallylikes.com/highticketfunnel

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Garrett White Presentation by Garrett White
*Disclaimer: Garrett used plenty of colorful and adult language during his presentation. If
something like that offends you, you shouldn’t watch his videos or read this summary of this
talk.

He started his presentation to us with 5 minute movie talking about his previous life and how it
has changed to today.

You can see the video at http://www.wakeupwarrior.com

After showing the video, Garrett comes on stage and starts walking us through his high ticket
coaching funnel.
The optin video (at the link above) is a mini movie that tells a story and speaks to the heart of
specific people.
It’s meant to cut through the BS and find the target and ideal customer.
It’s meant to divide, upset, and get rid of the people who wouldn’t be a good fit for his
program.
He doesn’t market to women, because he doesn’t understand them so he got rid of trying to
serve them.
Then he got rid of people who were employees because they can’t afford him.

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After he got rid of the people he couldn’t help, he was able to look at entrepreneurs who were
married and had children and speak directly to them.
Garrett believes when it comes to selling, you have to give a shit about what you’re selling and
you have to feel it in your soul to help others with it.
You have to believe in it and you have to be able to fulfill upon your promises.
You gotta give a shit about your message and your people and that you can’t serve everyone.
The reason you charge a lot is so you can spend time with that person and help them get results
you promised in your funnel.

For Garrett, it breaks down to the following three things:

System
Sales System (sales-u-mentry documentary)
Secret Weapon

Before using ClickFunnels, he built off 35 different funnels that he never launched and because
he never tested anything.
If you’re afraid to fail – that’s ok because you need to understand one thing – you’re going to
suck.
The beginning is going to suck, because you suck at the beginning. The good news is if you keep
at it, you’ll suck less and eventually you’ll suck so little, you’ll actually get good.
If you keep at it, you become less dumb and suck less –guaranteed.
Garrett’s tripwire is the documentary, he has a podcast, etc and it’s free content designed to
attract the ideal customer.

Garrett’s Funnel
Documentary (Front End, Free)
Warrior Week ($10,000)
Kingdom ($50,000)

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Warrior Week - Garrett’s First Offer
Warrior Week: 5 week online training along with a 5 day live event for $10,000
He sells high ticket (Lambo vs Honda) because he can’t sell low ticket shit
He only coaches 8 to 12 guys per session

Kingdom - The Upsell

Garrett offers the Kingdom as an upsell
It is a 6 month experience and it cost $50,000
He consistently closes $200k a month for over 2 years with this funnel
Built his life around his system to live his life his way

His Landing Page

The entire funnel is built to get rid of people as fast as possible and if his mom likes it, he scraps
it.
On the landing page he has a Sales-U-mentary which is a 90 minute long video and the
application button doesn’t pop up until the 20 minute.
This isn’t a boring video, he shoots it like a professional movie would be shot and in the style his
target audience wants to watch (like an action movie)
At 20 minutes an application button appears
During the movie, he uses a call to action every 15 minutes after the button appears.
Once they click on the apply page, they go to the application page
Application page
- Applicants are shown another movie and given a chance to apply to Warrior Week
- The application is one question at a time instead of all at once
The application pages gives a general idea of what Warrior Week is about as well as high level
overview of the program.
Once they fill out the application page, they are taken to an indoctrination page

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Indoctrination Page
- Post application page
- Emotional Optin video
- Logical steps also provided
The page also gives them the next 3 steps and unlocks Garrett’s private course for them to
watch
- Inside the membership site he gives them 4 videos which were his old sales video
- Once they apply they have to go through the entire 4 hours of videos prior to talking
with the Garrett’s sales manager
They also have to give a deposit and be put on a waiting list.
Garrett’s whole goal is to indoctrinate them prior to even talking and the prospect is in
complete connection with Garret by the time that they do. The applicant has spent 12 hours on
average looking and listening to him before they even talk.
The people want his services so bad they are willing to go through the entire process.

Sales System
The reason people don’t buy from you is because they don’t trust you.
Have you ever been a high ticket buyer, and gone through the same thing you are asking them
to do? If not, you’ll have a hard time understanding your buyers mental state and what
concerns they have.
Garrett is always asking - how can we get people to actually want to join and not force them to
watch it?
To do this, they created a sales-u-mentary for the past two years and created several variations
of it to split test.
They shoot everything with a Canon D Mark III camera
You can shoot your own sales-u-mentary and here are three steps to include to make it easier.
Step 1 – Sin and the Success
- Sin: tell them about who you are, how successful they are, and how awesome you are
- Success: show, don’t tell. Show them who you are and what you stand for and they
want to see who you really are
o Show them little insights into your life
o Family

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 o Restaurants
o Show them your results or your clients results
Step 2 – Move, don’t be stagnant
- Move around, motion creates emotion
- Movement creates excitement and buy in from the people who watch
- Hope in your car, go to your favorite restaurant
- Keeps them engaged
- Takes pressure off of you
Step 3 – Cut (edit) like a music video
- Edit your video like a music video
- Find a song you want to use, and edit your video around the music
- Guide the rhythm
- Edit every 4 to 8 seconds and use cut outs of your life, different locations, hobbies, etc

The Secret Weapon

- Stop fucking lying. That’s it.
When he came into the game he felt like a failure and that he didn’t have anything to offer or
value to people. He tried to be like others and lie about where he was and who he was.
92% of the people online are liars
Right now there are people ready to follow you no matter where you are, no matter how
shitty you think your life is.
*Tim’s Tip: Read that last line again. No matter where you are, people are willing to follow you.
It doesn’t matter what you have or haven’t done, people are ready to be lead.
Humanity is lying at a level never before. Lying to others and sadly to themselves.
People are self-sedating in record levels with drugs, alcohol, TV and just checking out of life.
What if you just tell the truth about who you are and where you are?
Be authentic and be yourself
Be raw, share some emotions, be yourself and show who you are really
Be relevant to your market and your message
Big ticket works when you give a shit about the people buying your product / service
Know you’re going to be slaughtered at first, everyone does but there is good news …

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You can’t be me, I can’t be you.
There are 7 billion people, you only need 100 people to believe in you to create the life you
want.

To Get Slides For This Presentation Please Go Here:

http://www.timreallylikes.com/highticketfunnelwalkthrough

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Perfect Webinar Funnel – By Russell Brunson

To get the perfect webinar script and funnel from Russell go here

Russell has spent 10 years perfecting this webinar funnel and script.
First Step - For Russell the first step to creating the perfect webinar is coming up with a hot
offer.
He recommends taking out a piece of paper and ask yourself “What should people get when
they sign up for your offer?”
You are only one powerful webinar offer away from amazing success and income.
Second Step - Next Russell likes to figure out how he can “wrap the offer” so the customer have
the greatest chance of success. For example, when someone buys ClickFunnels, then he adds
training on how to use ClickFunnels properly, along with training on how to get traffic. He also
includes inception secrets (copywriting training), the soup/ Seinfeld secrets (email training) so

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that at the end of the day, the customer has everything they need to be successful with the
product.
Third Step - Russell likes to figure out what is the core thing you’re trying to sell and how he can
stack as much value as possible? His goal is to make everything 10x the price of what he is
selling the product for
The way he likes to stack the value is by asking “What is the next logical sequence they need to
be successful with the core offer?”
So if he is selling them software, the next step is training on how to use the software, the next
step is to get traffic to the offer, then what they need to say on the page and once they buy
what do you say via email once they are on your list.
Find a way to only offer complete offers for everything they need to be successful and always
be asking what would stop them from buying your offer?
Fourth Step - Your webinar content needs to be awesome and attendees need to feel like they
got value from your webinar even if they don’t buy.
Your content needs to be prolific and specific to what you’re talking about during the call.

Here’s a way to gauge where your content falls:

Crazy ← Prolific ← Main Stream → Prolific → Crazy
You want your offer to be a little out of main stream but not nut job crazy so you want to be in
the middle of main stream and crazy.
How do you transition from main stream to prolific without going to the crazy side?
Focus on and present only one thing (he learned this from Jason Fladlien) during the webinar
along with three “secrets”.
To come up with your one thing – ask yourself “What is the one core thing or concept your
webinar is about?”
If you try to convince someone of too many things at once, you lose your impact and your
message will get diluted.
Then you use the three secrets that support the 1 core thing or concept during the webinar.
Webinar Structure Example
One of the hooks Russell likes to use is for the core concept is:
How to do something they want to do without doing the one thing they hate

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He starts off his webinar by saying I’m going to share this one thing that may surprise and shock
you …
One Thing Examples
“How To Instantly Add High Ticket Sales To Your Sales Funnel WITHOUT You Personally Talking
To Anyone On The Phone … Ever”
“My Weird Niche Funnel That’s Currently Making Me $17,947 PER DAY …”

After he presents his core thing, Russell starts the transition to the 3 secrets to help convince
the audience about the core thing.
- He isn’t teaching just to teach
- Ask yourself what are the belief patterns of the people on the call “what do they believe
is true already but actually isn’t true”. Another way to look at this is what are the top 3
objections your potential buyers might have?
- This opens them up to take up the offer once their wrong beliefs are crushed

The 3 False Belief Patterns

- What is their first false belief pattern?
o What is your secret related to that?
- What is their second false belief pattern?
o What is your secret related to that?
- What is their third false belief pattern?
o What is your secret related to that?
When Russell is trying to sell his “High Ticket Coaching” he shows them how easy it is to make
$100,000 with coaching.
He does that by sharing 3 Secrets with them
Secret #1 – I can make more in one day selling high ticket products than I can in A MONTH
selling normal products
Secret #2 – I don’t personally have to sell anything (I hate phones)
Secret #3 – I only need a little traffic to make this work

He then goes secret by secret breaking down the old belief patterns and showing them how
what he is saying is true.
How many ebooks do you have to sell to make 100k?

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How many Amazon HDMI cable sales would it take you to sell 100k?
To make 100k with coaching, all you need to do is sell 3 high ticket customers
Try to show them how HARD the other way is, and how EASY your way is.
Start with the 3 biggest objections your customer might have and then break the belief pattern
using the 3 Secrets method and now people want the one thing you are offering it
The content makes it easy to transition into the pitch
1. Intro
2. Content
3. Pitch (closing)
During the pitch, Russell uses the stack. He learned the stack from Armand Morin while
speaking at one of his events years ago.
The Stack
- The Human mind can only cover one thing at a time
- The mind only remembers the last thing. So using the old way, he would tell them the
last bonus and the value of it (you get this email template for $1000) which made
people think that the total value of the entire package was $1,000.
- What he does now is talk about each thing individually and then stack that product and
continue to stack products on top of each other and then give them the total price at
the end.
- Doing it this way makes people see the price and offer as the total value of the product,
not just the last thing mentioned

For ClickFunnels here is how he stacks the offer

- The first thing you get is 1 year …
- What you’re going to get (price point)
- Next thing you’re going to get (stack again)
Keep raising the value of the total product with each stack
After he is done stacking, Russell likes to start using “If, All” statements
When you show the total price of the product, you have to get them to believe that the product
it worth the highest price before discounting it.
To do this Russell usually likes to compare the cost of training vs the cost of college. Once he
shows the cost of his training vs college, he starts using If, All statements to get people to see
the value of the product at the higher price.

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If all you did with this system did was _____________ would it be worth it? (do this 3 times
with three different situations)
Once they believe it’s worth the higher price, and you show the lower price you create a buying
frenzy
Trial Closes (get their heads nodding)
Russell likes to drop one of the trial closes every 3 to 4 minutes and every time he stacks the
value of the offer.
Russell learned this from Ted Tomas who taught him to ask simple yes or no questions to get
people nodding their heads throughout the entire presentation.
A Few Sample Trial Closes
“Does that make sense?”
“Is this amazing or what?”
“Are you guys enjoying this?”
“Can you imagine doing this?”
Get them nodding their heads during the entire presentation so when it’s time to close them,
you already have them buying into what you’re offering.
When Russell learned this, he took the time to record a few dozen trial closes and put them
into an automated webinar they were already running. Doing that took them from $9.60 to $16
per attendee.
To get started, make note cards of trial closes and post it around where you work or on the wall
when doing a webinar so you can use them constantly.
Use them anytime you use a testimonial on a webinar – drop several trial closes each time you
do this to get people nodding their heads and agreeing with you and also the results.

After talking about the webinar itself, Russell started sharing more about his webinar funnel.
Funnel for Webinars
Registration page
Headline is the one thing, 3 secrets helps with your landing page
1 thing up here, 3 secrets down there
Use an interesting picture or a video as the visual element

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Curiosity is key and when possible use weird photos on the registration page. The weirder the
better.

Confirmation page
After signing up to the webinar, they are taken to a confirmation page with a video thanking
them for joining you on the webinar and getting them excited to attend the webinar itself.
Under the video have a box telling them what to do next
Follow These 3 Steps BEFORE the Class
- Put this on the Calendar
- Free Trial of ClickFunnels
- Get a copy of our book (tripwire offer)
Be sure to put a tripwire (or low ticket offer) on webinar confirmation page
Offer low ticket, noncompetitive products on the confirmation page for additional sales and
income
If you can, offer trial offers. For every 1 person who pays for CF, 3 people join the trial from the
confirmation page
The offers can’t conflict with the webinar or the content on it.

Indoctrination Page(s)
Once they have signed up to the webinar, Russell likes to send them 3 days of indoctrination
videos prior to the webinar
They get people more interested in why they should attend the webinar
The key is to get them excited and engage them prior to being on the call
Don’t just get them registered and then forget about them until the day of the webinar
This pushes people over the edge to attend or buy the product after the webinar

The Promotion Model

Mon-Thursday: Promote your webinar (Traffic)
Thursday: The live webinar happens (Webinar)

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Fri – Sunday – close sales (Closing)

How Russell Gets Traffic To His Webinars

Facebook Ads
Solo Ads
Affiliates

Russell likes to do the webinars live until perfected because doing it live provides instant
feedback loops and chances to improve the offer and experience based on customers
comments and questions.
Russell likes to take the questions people ask during the webinar, make a list of them, and then
figure out how to answer those questions on slides and use them when possible during the call.

Questions from customers are an instant feedback loop and lets you know where things are
going right or wrong and what people’s sticking point preventing from buying.
This gives you time to find out what people’s objections are and improve upon it each
presentation.
Do the webinar live until it converts and everything is “perfected”, then automate the entire
process.
Once the webinar is perfected, the recorded one now performs the same as the live ones but
Russell refuses to just automate a webinar at the beginning of the process.

Traffic & Sales Process Expectations

(Break Even On Ad Spend Matches 1 Sale)
If Russell wants to drive traffic from a new source he will spend as much as he will make off a
single sale to test the traffic.
The goal is to break even, get a new customer, and then sell them more stuff while they are on
the list.
The sales process is Webinar → Feedback → Tweaking → Webinar → Feedback → Tweaking
→ Webinar → Feedback → Tweaking

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Getting Feedback
Consider emailing, calling, or doing a survey asking attendees why they didn’t BUY to help you
overcome objections.
Ask on the webinar, email the people who comment, or call if you feel comfortable to close
additional sales.

Attendance & Sales Expectations

You should expect 15 to 30% show up rate and if you can get a 10% close rate = awesome
Understand that this is the front end and that the real opportunity is to create sales and
lifetime customers on the backend.

To Get Slides For This Presentation Please Go Here:

http://www.timreallylikes.com/perfectwebinarfunnel

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Webinar Hacks by Jay Boyer

Jay has done over 400 webinars since 2010 both as an affiliate and also as a product creator.
Russell was used to do doing around 100k on a live webinar and usually 50k during the replay
and one thing Jay shared with him helped him close 150k in replay sales.
This presentation has nothing to do with the content and instead is designed to show you how
to optimize and trick out your webinar campaign
- Turn clicks to registrations
- Turn registrations into attendees
- Turn attendees into buyers

Hack #1: Plan on a 6 day webinar campaign to optimize registration and sales
Jay now has a 20,000 person list who love getting on webinars with him because he started this
process years ago and trained his people over time. If you’re just getting started with this
process, start with one webinar a month and then work up to once per week.
Jay’s 6 day webinar campaign usually looks like this:
Mon – Wed: Traffic and Promotion of the webinar
Thursday: Live webinar
Friday: Live Encore
Saturday - Sunday: Replay, closing day emails

Hack #2: Find a single hook and 3 bullets related to the offer that will appeal to your audience
and create a benefit oriented title and description for the webinar. If you don’t know your
audience well enough to do that, do a survey and ask them what they are interested in learning
more about, struggling with, etc
Jay originally built his traffic through WSOs, kindle books, etc. For a year he was doing a new
product every week but now he uses Facebook ads to build his audience and list.
Because of his survey, he knows that his customers are interested in Amazon publishing,
physical products, and all things Amazon related.
Because he knows that, when Jay hosted a webinar for a press release service he thought of a
single hook and 3 bullet points to appeal to his Amazon interested audience.

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For the press release webinar, he came up with:
- Books and physical product launches – this is the best way to get free publicity and
attention
- Get on the first page of google with this
Spend some time reverse engineering your audience to find their hook

Hack #3: Create a thank you page to send people to after registration (with video message, a
non-related affiliate offer, Facebook group, trials, etc)
Jay averages 1200 to 2500 registrants per webinar and after they register they go to a thank
you page getting them excited about attending the webinar, offering them to join his Facebook
group, and a non-related affiliate offer.
He put a banner of Russell’s book on the thank you page and sold over 200 books simply on the
thank you page of his registration page.
Jay uses a yellow button with a strong call to action to join his Facebook Group. The hook to
join the Facebook group is that he posts webinar replays inside of the group before anything
else.
The #1 thing people want is the replay, so he puts the replay in there and when people ask for
it, he point them to the Facebook group.

Hack #4: Add the replay link to the GoToWebinar follow up message. This is an email sent out
by GoToWebinar 24 hours after the webinar is finished and since it’s not sent by you, you don’t
have to worry about unsubscribes, etc. It’s a “free email” not sent by you that helps sell your
product.

Hack #5: Start testing subject lines and possible other hooks in your email copy at least 48
hours prior to the webinar. Keep the copy close to your webinar hook and language so that
your message stays congruent throughout the entire promotion.

*Tim’s Tip: By testing subject lines and different possible hooks via email before the webinar
you’ll know what your audience is more interested in and you’ll be able to compile a powerful
swipe file for affiliates to use once you roll the webinar out to them so they can have the same
results.
Hack #6: Setup a Facebook ad campaign using a squeeze page for the webinar. This helps you
build a list, promote your offers and have them shared on social media. If the ad campaign can
go viral it will help lower the cost of your campaign and increase your reach.

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Hack #7: This is the single tip that helped make Russell make an extra $150,000. If you already
have a recording of the webinar or a replay from an affiliate, send the video to the writer on
Odesk for the webinar summary (cliff notes version). Jay pays about $75 to $100 for about 5 to
10k words and a summary of the presentation. This is not transcripts, it’s a summary of the
webinar. Jay has his writer put a screen shot on every other page to break up the text and
provide a summary.
Put the logo on the front page, if possible but don’t think this has to be super polished to be
effective. Jay also puts the buy link in the footer of every page of the summary so when the
customer is ready, they can click it and buy at anytime.

Hack #8: When possible, find a sexy bonus that is relevant and adds value to the offer being
presented. Look at the webinar and the product and try to figure out where the holes or
missing parts of the offer are, how can you complement, or expand on the offer with your
bonus.
Setup a bonus page for the buyers for each webinar. If you don’t have your own product, create
or license products to help the customer. Make it real and high value and ask the product
creator to throw in a bonus offer or training if you can’t find one on your own.

Hack #9: This sounds simple BUT I’ve seen it bite a presenter in the butt by not testing the buy
link BEFORE the webinar and have the full URL handy to drop in the chat box after the pitch if
there is a problem. Consider having a backup buy link as well, just in case.
*Tim’s Tip: This has happened to me, when it did it cost me THOUSANDS of dollars in lost sales,
angry customers, and angry affiliates. It is so simple people forget it all the time.

Hack #10: Blast GoTo Webinar registrants 4 times before the start of the live event. You can do
this by editing the title of the webinar and clicking a button letting attendees know of the
change. Jay typically does it …
- First thing in the morning on the webinar day (it’s happening today)
- 2 hours before the webinar (2 hours before …)
- 1 hour before the webinar (1 hour before ...)
- 15 minutes before the webinar (starting now ….)

Hack #11: Have a team member who’s only job is to sit on the webinar and interact with
everyone who comments and use their name when responding “Tim, awesome”, flags FAQ for
you to ask during the Q&A portion.

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After a few webinars, setup template responses that the team can cut and paste into the chat
box to the most common objections and questions.

Hack #12: After the pitch, show the bonus page and tell buyers that you’ll deliver it in your
Facebook group right now if they type “I’m in” into the chat box.
Go through each bonus item, tell them how it will help them work with X and improve the
overall experience.
When people start saying I’m in, send buyers this message privately in the chat box (get it from
slides) and get them over to the Facebook group and ask why they bought.
When they say why they bought, it provides you with golden testimonials and use them when
you email out about the replay of the webinar.

Hack #13: Take the testimonials in the Facebook group and add them to the PDF document at
the end of the summary. “What people are saying about XYZ product” This provides social proof
and gives people more reasons why they should buy the product.

Hack #14: Have a live encore rebroadcast of the same webinar presentation the next day,
using a different time than the original webinar. If the live webinar was on a Thursday, the
encore rebroadcast is at Friday, 2pm EST

The Friday webinar is a live replay of the original webinar, but it’s run just like it is a live event
minus the presenter. The live encore accounts for 20-25% of the sales.
Hack #15: Use a service that records all the webinars and sets them up for rebroadcasting. Jay
uses Ely @ [email protected] and he charges $100 per webinar event but he handles
everything.

Hack #16: On Saturday, Jay sends out a replay page with a timer at the top and then mails out
Sunday 3 times before he closes the replay / offer
First mail – Jays send out a video replay + PDF Summary (cheat sheet, cliff notes, guide) on the
page
Second email – Replay of the call

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Hack #17: Third email - it’s time to drop the hammer. Close out the campaign with a short last
call email 5 to 6 hours before the offer closes. The Sunday night close amounts can be huge.
The last email only contains a link that goes directly to the order page, not the replay page or
PDF summary.

To Get Slides For This Presentation Please Go Here:

http://www.timreallylikes.com/webinarhacks

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Reveal Actionetics by Russell Brunson
This session goes into detail about a new feature being added to ClickFunnels called Actionetics.
If you don’t have ClickFunnels, you should still check out some of the improvements being
made inside the program and see if they can help you.
Actionetics allows you to know more about your customers and get smart analytics on each of
your customers. Once they enter their email address, Actionetics goes out and pulls all the
information they can find about them (social media accounts, age, income, etc) and you are
able to market to them and their situation.
So for people who make over $100,000 would get a different one time offer instead of
someone who makes $50,000. You can also give them custom messages in the ways they best
respond – email, text message, phone calls, and more.
Custom message for each user based on the pages they visit, the actions they take, and the
data the business knows about them.
Actionetics should be live in the next 2 or 3 weeks through ClickFunnels.
This will allow you to automate and segment your list, your traffic, and customer data to create
a perfect custom sales experience.

Email editor
Drag & Drop
Add Rows
Add Elements
Responsive Emails
Mobile responsive emails as well

Email Broadcast
Sent out emails to your contacts any time you want with powerful segmentation tool
Lists & Smart Lists
Smart lists are dynamically created based upon users actions (all who have purchased, not
purchased, clicked X number of emails, and what else you can dream of)
You will have full stats of each customer and everything they’ve been able to do

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Segmentation through social data, location in the world, lifetime value of the customer, buyers
vs prospects
When someone enters your world, you’ll be able to see everything about them.
RFMS score – recency, frequency, monitor
Social score – email used for social media and an email list is worth 80% more than a standard
email address
It helps show how legitimate the email address is and where they are using that email address.

Future improvements
- Custom funnels on the fly for the customer

Q&A Session For Actionetics

Q: Are you able to import into Actionetics from a previous email service autoresponder?
A: Actionetics will use third party email providers. They use Sendgrid, Mandrill, and STMP
servers as third party integration to ensure that your email lists get imported through them and
when it is you pull the social media data

Q: Do you have a recommendation for email services?

A: Sendgrid, and Mandrill and they watch to see which ones work best and that is who they use.
One thing they recommend is to delete people who don’t have a high social media score
because most likely it’s a fake or bad email they have given you.

Q: Are you able to pull contact information out through API?

A: Yes, You can eventually eliminate the need for other autoresponder providers once this
system is fully functional. They will have a tagging system just like Infusionsoft and they MIGHT
be able to import from Infusionsoft.

Q: Whitelabel option?
A: Certification people will have a master account for all of their clients

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Q: Can this be shared like ClickFunnels funnels can be?
A: It is a feature they are working on

Another cool feature: eventually you’ll be able to see the lifetime value of the customer and the
customer base

Q: Can I get rid of infusionsoft?

A: Our goal is for you to be able to eliminate the need for other providers

Q: Single or Double Optin for email importing?

A: They will not require double optin, but you have to abide by the terms and services

Q: Cost?
A: There is a real world cost per lead, customers can get a trial and then decide but they haven’t
come up with a hard cost yet.

Q: My list has name, address, phone number, are you guys going to be able to do the same?
A: It’s not a feature they are looking to add for time.

Q: Are you guys looking to sell or be bought out as a company?

A: No, because this is something that they are committed to and have no plans for selling.

Q: Who is providing us this data, ClickFunnels or a third party provider?

A: Most of the partners are collecting that data, ClickFunnels just purchase the customer data
for you and they will adjust to privacy concerns and laws.

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Latest Feature
Here’s how you can make more money inside of ClickFunnels. This won’t be ready for the next
60 days.
ClickFunnels is creating a marketplace for you to buy and sell your successful ClickFunnels to
other users.
You will be able to sell your funnels in the editor and hit a button to sell it in the marketplace.
It will have reviews, OTOs, etc for customers and sellers.
Their goal is to have a clean, high value marketplace
The cooler things are, the more they will sell.

There were no slides for this presentation

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Funnel Stacking / What If A Funnel Flops – Russell Brunson
Russell started the presentation talking about knowing your numbers and what your funnel is
converting at.

Amateurs focus on the front end only and try to get a customer while making money in the
process.
Russell was at an event where a guy talked about how he was spending $37 to send someone a
free DVD because he wasn’t focused on the front end, he was focusing on the backend and
knew that he would make his money back on the backend and other promotions.
Russell shared an example from his own business. When you log into ClickFunnels and watch
the 13 minute video, he ships out a free shirt (that cost him $10 to do so).
He does that because he knows that if he provides value up front, money will come back to
him.
Russell brings people in and tries to ascend them to the highest level possible through their
time with him.
Russell’s 3 Money Making Funnels
Tripwire – Perfect Webinar - High Ticket Coaching
Tripwire (3 minute videos for an impulse purchase price (under $20)
Webinar ($500 to $2000 products, 60 to 90 minutes, provide value and then sell)
High Ticket Coaching ($5000 to $50,000+, they have to go through an entire process prior to
even talking with a sales person)

When you start thinking about your funnel you need to answer these questions:

What type of sales process do you feel comfortable with?

- Are you willing to do a webinar, do you have the results to do high ticket coaching, and
how quickly could you create a tripwire offer?
How do you think you will sell best?
- You need to know your market, what they are currently interested in and at what price
points they are currently buying at.
Where is your personality at now and where do you want it to be?

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 - Money and opportunity are waiting for you right outside your comfort area. If there is
no way you’d want to get on the phone and talk with the client – that’s an obstacle but
you can still create a funnel around you and the way you want to run your business.
Funnel Examples
Tripwire: Book
Perfect Webinar: Instant Funnel Hacks
High Ticket: Coaching Program

For the book he created a simple point of sale funnel – they bought and the transaction ended.
Then he transitioned them to the webinar funnel, which was pure profit for him.
Finally, he transitioned them to the high ticket coaching funnel two weeks later.
To see how you could do this with a live event, Russell shared his goals for the event:
1. Provide as much value as possible
2. Once here, they invited people to the certification program
3. Then after that is trying to get people into the inner circle and high ticket coaching

To know what type of funnel you should create – ask yourself: where can you serve people at
the highest level possible?
As long as you’re treating people right, serving them and providing value along the way you
should try to get them to the highest level possible.
People are always looking for something else to buy from you as long as you’re following the
steps lined up above.
Create this amazing tool and build up over time (this is what they’re doing with ClickFunnels).
The more you can offer to your customers, the more money you make year after year.
How else can you provide value to people?
Creating one funnel is great, how can you get people to the next level and what type of funnel
do you need to make that happen?
How do you move people between funnels?
On the thank you page, the offer wall provides opportunities for them to join other funnels for
his other products.

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The other way is to segment them through your email list based upon interest, them entering
their email address on a new squeeze page, or using Action Funnels inside of ClickFunnels.

What happens when the funnel flops?

In college Russell made a membership site for $27 a month and had 300 people signed up.
During that class a fellow student told Russell that it seemed like a lot of work. Russell worked
really hard to make the membership for a few weeks but after that he had an asset that made
him money.
Most people can’t do that and because of that they give up too quickly.
If something flops, just continue on your path and put in the time and the work.
You try something and it doesn’t work, you try something else.
You need to look through several funnels a day so you can learn from profitable funnels and
become serious students at work by modeling what works.

What’s it like when one of these blow up!

What is it like to make a ton of money at once? It won’t happen at once, it won’t be overnight
but if you’re hard working and consistent in your actions you will get your message out to an
insane amount of money.
Money helps us keep score but the impact is what really matters.
Change people’s lives in your own way.

To Get Slides For This Presentation Please Go Here:

http://www.timreallylikes.com/funnelstacking

Funnel Immersion - Page 88

FHL 2016 Notes

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 Introduction
Tim Castleman

Welcome to the Second Annual Funnel Hack Live Notes. This was an inspiring 3 day
event put on by ClickFunnels and Russell Brunson in San Diego California in early April
2016.

Over three days, Russell and his special guest revealed what was working right now in
their businesses and shared some of their most successful funnels. They also provided
inspiring stories, guidance and wisdom for successfully navigating the online world in
2016.

My team and I spent 3 days locked inside the conference room gathering up all of the
tips, tricks, tools, and resources from the entire event.

Before you dig it, let me share with you my suggestion on how to get the most of these
notes.

First – read/skim every session to see what nuggets you can find instantly.

second – go back to the sessions that you think will help you immediately in your
business.

Third – write down your biggest takeways from these notes and decide on 1 to 3 things
you want to focus on over the next 90 days to move you closer to your goal.

Once you’ve decided on those things feel free to write them down and send them to me
via email at [email protected]

I won’t tell anyone what they are and you can think of us as accountability partners
because I plan to share my biggest takeways as well during our live Q&A call (which I’ll
be emailing you about soon).

I’m excited to hear from you and can’t wait to hear about all the amazing ideas and
discoveries you have after reading these notes.

Until next time.

Tim Castleman

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 The ClickFunnels Story
Russell Brunson

The story

The whole idea of ClickFunnels started three years ago.

Russell and his business partner Todd (who is a programmer) were having a
brainstorming session.

They had a big whiteboard filled with their projects and were processing ideas and that
is when they got the idea to put them all together into a do-it-all website builder.

They thought of all the things they would want the software to do.

In the past, they were only able to launch one funnel per quarter. They wanted to help
people set up a funnel much more quickly and after a week of brainstorming, the idea of
ClickFunnels was formed.

Russell began making the introduction videos, and Todd started the coding.

Todd spent 4-5 months coding ClickFunnels. Technically it was beautiful, but it didn’t
look good. Then they hired designer Dylan Jones to create the user interface and make
the site look great.

In the past, Dylan would do work for Russell periodically and then disappear. They tried
to reach him with no success. The suddenly he popped up on Skype. Unfortunately, he
said he couldn’t do CF because he had just created another similar site.

Russell offered him a blank check to come set up the user interface, and he agreed.
When he finished, they launched a beta program with static funnel pages.

Then Dylan sent him a video of an editor he created that allowed you to drag / drop
page elements. Russell then hated ClickFunnels because it didn’t have it.

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He offered Dylan a spot on the team to merge the drag / drop editor with ClickFunnels
to create the product you know and love!

ClickFunnels state of the Union

Here are some of the things ClickFunnels users have done over the past 18 months.

● Total Optins - 39,869,421

● Total Funnels - 372,574
● Total Pages Created - 1,032,480
● 309,864,790 page views (over 1,000,000 per day!)
● $89,845,200 processed that we can track through our order forms!
● Purchases - 1,904,857
● $61,000 in sales March 2015 –> $13 million March 2016

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 Expert Secrets
Russell Brunson

The Clouds and The Dirt

Quoting Gary Vaynerchuk, Russell says he spends all his time in the clouds or in the
dirt, and that is why he thinks he’s successful. He has the vision of where he’s going
(the clouds) and the stuff he has to do to get there (the dirt).

The Clouds (your vision) - What are the clouds for you?

The Dirt (your funnels) - What do you have to create to get there?

Why does it matter?

You may have got into this business just to make money.

Russell got into marketing to make money, continue wrestling and get married.

After he was married a couple years, he and his wife decided to have children. They
tried for about a year and weren’t able to get pregnant. It was very difficult.

Russell’s brothers family was not supposed to be medically able to have children. One
night, his brother called to tell him that his wife was pregnant.

Russell and his wife were excited for them, but also sad that they had not been able to
have children.

Then one day Russell’s wife saw an Oprah episode about fertility. They went to the
same fertility clinic featured on the show.

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The first and second month, nothing happened. The third month, they got a call to let
them know they were finally pregnant.

He ran to tell his wife and they both started crying. Both of their parents were on the
way to their house for dinner but they weren’t sure if they wanted to share the news with
them just yet.

At first his wife said not to tell them, but then they couldn’t wait and told them anyway.

The next time they went to the doctor, they found out that not only were they pregnant,
they were going to have twins.

It was like magic for them and changed their lives forever.

It all happened because they saw that doctor and his message on Oprah.

Russell started thinking - what did the doctor featured on Oprah have to go through to
get on that show, and in turn help them?

That is when Russell knew his why he wanted to help us spread our message and
become the leading expert in our area. He wants to be a part of helping entrepreneurs
get their message out to more people.

The Dirt (Funnels)

When Russell first launched ClickFunnels, it wasn’t successful. People didn’t really
understand it, why they needed it, and how to properly use it.

That is why Russell wrote the book DotCom Secrets - the Underground Playbook, to
help educate people about the importance and potential of funnels.

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Russell is working on a 2nd book right now - Expert Secrets - The Underground
Playbook which will be released later this year.

The first book explains the concept of how funnels work and the second book is more
like a cookbook.

It shows you how to get things done - order / process (recipes).

expert Funnels in the book

You –> Expert –> Leader –> Influencer –> Guru –> Thought Leader
(explained in greater detail in a later session)

How Russell Became a Potato Gun expert

When Russell was first trying to make money online, he spent his first college spring
break making potato guns with a friend.

They spent an entire day researching and planning to make their first gun. The next
day, they went to Home Depot and bought the materials and started building the guns.
The third day they spent shooting the guns.

When he went back to school, he started wondering if anyone else was searching for
information about how to build potato guns. He went to the Overture search engine and
saw that there were 18,000 searches a month for potato guns.

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He thought this could be his big home run because no one was selling anything about
how to make them yet. Russell and his friend decided to make and sell a video about
constructing potato guns.

They borrowed a video camera and recorded the process of buying the supplies,
building the guns, etc. They even got kicked out of first Home Depot, and continued
filming at a second one. Then they snuck into the university and filmed the rest of the
video and how they built and tested the guns.

The potato gun DVD became the first product Russell ever sold online.

That is how Russell got started in marketing.

expert Businesses

2 Types of Expert Businesses

● Information Products
● Physical Products

Even if you sell physical products, you can use information funnels as fuel to help scale
your business and additional revenue to your bottom line.

3 things happen when you leverage information products as fuel for your business

1. Simplify Sales
2. Price resistance gone
3. Unlimited free customers

selling Info Products

Value Ladder

If Russell could just sell his Inner Circle mastermind for $15,000, it would be great. But
you can’t approach people you don’t know or have never worked with with an offer like
that. Instead you have to prove your value first, and then over time ascend them to the
higher priced products or services you have.

sample Ascension Model

Book –> Course –> Event –> One-on-One

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A good first step on the value ladder is a book.

After reading Russell’s book, someone asked him to fly out and train his team.

Russell really didn’t want to do it, so he said it cost $100k. The guy agreed and paid it.
Because he saw the initial value in the book, he wanted more and was willing to pay
Russell and his team for it.

example: Tony Robbins

Tony’s success started with a book, which then expanded to other products.
● Book - Awaken the Giant Within
● Course - Personal Power
● Event – Unleash The Power Within
● One-on-One - Platinum Partnership

He couldn’t sell the Platinum Partnership without the previous steps in the ascension
ladder.

The first time Russell went to one of Tony’s events, he thought it was weird that
everyone was jumping around and so excited.

Russell was skeptical for the first few days and then decided that he had a bad attitude
about the entire thing.

He stopped thinking, no way… and changed it to “what if?”

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As a result, his mindset changed, and when it did Russell decided he wanted to be a
part of that world.

example: Robert Kiyosaki

Book: Rich Day Poor Dad

The first step on Robert’s value ladder is the book Rich Dad Poor Dad. (Russell read it
and was so excited that he decided to buy a duplex.)

Once you receive value from his book, you want to buy his courses and attend his live
events.

example: Dave Ramsey

Book: Total Money Makeover

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His end goal is to indoctrinate you to his ideas so he can sell you bigger products like
courses and group events.

Using Information Products As Fuel

You can use information products and wrap them around your core business to help
position you as an expert and provide the necessary fuel (aka money) to help you grow
your business as well.

Use information products as fuel - even if you just break even on them. You can sell
your core products for free to those customers once they are in your funnel.

Remember: whoever can spend the most money to acquire a customer wins.

Having additional products or services to offer helps increase the amount of money you
can spend to acquire new customers.

example: strongHold Financial

StrongHold Financial is a traditional business that helps people invest money.

They partnered with Tony Robbins on the book, Money - Master the Game - 7 Steps to
Financial Freedom.

They were able to bring 6-9 billion into their financial business through Tony’s
recommendation in that book alone.

example: Bulletproof Coffee

The media cost to sell supplements is expensive, and it’s difficult now.

The CEO of Bulletproof Coffee wrapped his company around information products. Now
people will drive by a dozen coffee shops to go there shops and buy their products.

Bulletproof Radio (his podcast)–> Bulletproof Diet (his book) –> Bulletproof Coffee (his
brand)

Typical brick-and-mortars don’t have that loyalty because people don’t know who they
are and consider their business a commodity, not an expert or authority business.

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Local services example: ProVision CPA firm

This company charges 5-6x more than other accountants. People will fly to Arizona just
to work with them.

Why?

The CEO, Tom Wheelwright wrote the book, Tax-Free Wealth. He positions himself as
an expert in using tax laws to reduce or eliminate your income taxes.

You need to create information products and position yourself as an expert and help
position your business differently.

software example: ClickFunnels

ClickFunnels failed initially when it was launched. The first launch only got 100
customers. People didn’t get it at first and Russell needed to educate people further
than the sales page for them to become users.

First, he created a 90-minute webinar explaining funnels and within 12 months, he had
made $12 million in sales from that webinar because he was finally able to show and
explain to people the importance of ClickFunnels.

That is also why Russell wrote the book DotCom Secrets.

His inner circle went from 12 people to almost a 100 people within a year of publishing
the book.

Network Marketing (MLM)

It is very hard to make money in network marketing, but you can if you wrap the
opportunity in an information product, you can make more sales.

A great example of this are the Social Media Branding Academy and MLSP (My Lead
System Pro)

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Formula for success

The simplest but most powerful 3 step formula for success

1. Find a Hot Market

2. Ask them what they want.
3. Give it to them.

step 1: Find A Hot Market

The most important thing is to find a thirsty crowd (hot market).

“You can sell a bottle of water for $100 if you find a thirsty person in the desert.” - Gary
Halbert)

Pick the right market with a hungry audience that is interested in buying things or things
will be difficult for you to start and scale your own business.

Gary Vaynerchuk - “Don’t confuse a hobby or enthusiasm for business skills - do your
homework.”

You have to KNOW your market.

Research your competitors. Know the gurus. Know the business models. Know the
products.

Find EVERYONE who is already successfully selling WHAT you want to sell and / or
HOW you sell it.

Don’t write and sell an ebook just because you see someone else doing it. Maybe that’s
not how they make their money. Do your homework and know the market before getting
deeply involved in it.

Get on people’s email list. Visit their Facebook pages. Buy their products. Like things in
the market so you see the ads they are putting online. Take screenshots of all of those
things and use them to funnel hack your own business.

4 Rules of Funnel Hacking

1. Only Sell What People are Already Buying

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  Even if you think you are creative and have a new idea. Don’t do it. Sell what
people are already buying.

2. Don’t Sell to Broke People

 If you sell to broke people, they will complain and ask for their money back -
“Christmas refund”
 Pick markets where people have money.

3. Don’t Copy… Build a Better Mousetrap

 LeadPages and OptimizePress led to ClickFunnels. How can we take what
people are buying that is good… and make it great?
 Understand their offers.
 Buy stuff and look at their funnels / products.
 What do they say in the sales video?
 How do they deliver their products?
 What does the members area look like?
 How many pages are in the product?
 You want to go from good to great… but you need to know what the good is first
– to get a baseline – so you can create a better product.

4. Find the Traffic FIRST

 Don’t create a product or build a funnel until you know where you will get traffic.
 Research Facebook interests, blogs, lists, etc.
 Where do your competitors get their traffic?

Other Keys to Success

● Find markets that are IRRATIONALLY passionate (golf, hobbies, pets)
● Find people WILLING and ABLE to buy (they have money and want to spend it)
● See where you fit in the ecosystem

“It’s better to complement the ecosystem than being the new guy trying to compete
directly” – Russell

Meaning it’s easier to fit into an existing ecosystem (or market) with something new and
different than to go into a market and try to take everyone on as competition.

What sets you or your product / service apart?

Once you know the market, you need to become an expert.

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You: An expert!

Once you find your market, you may feel like you can’t do it because you aren’t an
expert.

Think: What is my superpower?

Everyone has a superpower, you just might not know it yet. You are good at something.

Chances are it comes second nature to you, so it may not seem amazing to you, but it
DOES seem amazing to other people.

*Tim’s Tip: I have found in my life and business the things I keep saying (oh that’s
easy, that’s simple, everyone knows that) actually aren’t that easy, simple, or
understood. The reason it’s easy, simple, or already known to you is because you’re an
expert in it, not because it isn’t special or seen as superhuman. Chances are if you
dismiss something as simple, someone else will see it as special.

Ask yourself: what comes naturally or easy to you?

Find that thing, and then certify yourself as an expert.

Russell failed his finance class. He got a C in marketing. But Russell is great at selling
things on the internet, and people want to pay him to learn more, so he certified himself.

You don’t need anyone’s permission to become or be seen as an expert. Unless there
is a governing body or legal need (doctor, lawyer, etc) no one is going to tap you on the
shoulder and declare you an expert, so it’s up to you to do so.

It’s not as hard as you think, as you’ll see by our next example.

example: Catch Me if You Can: Frank Abagnale

Frank was in a Sociology class, and the teacher didn’t show up one day to class. So he
taught the class himself.

When asked how he did it, he said, “I just read one chapter ahead.”

You just have to be one step ahead of your customers. If you put any time into your
business, you are probably already a chapter or two ahead.

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*Tim’s Tip: I know this might sound too simple or easy but trust me it can really work for
you. Here’s an example of how it worked for me – click here.

I was able to enter a brand new market, with ZERO previous experience, and sell over a
million dollars (and counting) worth of information marketing products in it following the
one chapter ahead model.

All I did was focus on being a little ahead of my target market and customers, was
completely transparent with them (aka I told them I wasn’t an expert or guru) and they
loved it and happily bought stuff from me.

Because I wasn’t a guru, they had lower expectations from me and because I was
honest, when I messed up or failed at something, they understood.

Trust me, the fact you do anything, no matter how small, immediately separates you
from 90% of the people who do nothing.

To keep one chapter ahead, you want to be seen as prolific, but not crazy.

Prolific Index

Crazy –> Prolific –> Mainstream –> Prolific –> Crazy

Your ideas have to be in between mainstream and crazy to be considered prolific.

The Eat the Sun movie about people who stop eating and get their nutrients from the
sun is seen as crazy but people who butter in their coffee to lose weight (Bulletproof
Coffee) are seen as prolific.

step 2: Ask Them What They Want

Do this by building an “Ask Campaign.” An Ask Campaign is one question survey -

“What is your #1 question about _______?” Your question: (text box) Submit button

Ask Campaign Example: What’s your biggest question about potato guns? In exchange
for your advice, we will enter you in a drawing for a free copy of the next course.

Run Facebook ads (or email your customers) to it to get answers for your ask
campaign. Then group the questions people ask into 8-10 main categories about your

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entire topic. Use those main categories to create a Table of Contents for your book /
course / webinar.

Also you can turn each question into a bullet point for your sales page.

example:
Q: What type of pipe should I use?

Bullet point: Discover the only pipe you should ever use that will guarantee that your
potatoes go further.

Ask Campaign example: How to Overcome Addiction to Pornography

Initially, Russell thought that the people who would need this program the most were
adult males who were addicted to porn.

Through the ask campaign he was able to see that the people responding were women,
wives, moms, etc. As a result, Russell created a totally different product tailored
towards women and the questions they had about porn addiction.

Step 3 - Give It To Them

Once you have all of the questions grouped together into an outline, it’s time to create
your product.

There are a lot of ways to create products, and several of them are covered in later talks
in these notes.

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 entrepreneurial Personality Type
Alex Charfen

This was an interesting and thought provoking talk given by Alex covering the different
qualities of an entrepreneur and how they respond during both positive and negative
situations and pressure.

My biggest takeaway from this talk was that the same things that make us high
functioning entrepreneurs can also rip our business and relationships apart during high
stress times.

As a result, we need to do everything we can to keep ourselves and our businesses

calm and focused and understand how we respond to different triggers or events.

What are the qualities of an entrepreneur?

● Intense
● Intelligent
● Focused
● Aware
● Relentless
● Restless
● Confident
● Driven
● Curious
● Fixated
● Bold

How many would you score 10 out 10 compared to the rest of society?

These qualities are also shared with people who have been successful throughout
history.

On the downside, these traits can turn negative in certain high-pressure situations.
● Relentlessness can become cutthroat.
● Intelligent can become arrogant.
● Focused can become obsessive.
● Driven can become irrational.
● Intense can become aggressive.

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What Do Entrepreneurs Have In Common?

Have you ever found yourself confused by some people? For example, what is small
talk?

Entrepreneurs are different than other people.

Alex started reading obsessively about successful people to see how they became
successful and started to see a recurring pattern of qualities in most of them.

Every person in history whose name we remember was just like us – different than
most, broken or flawed in some ways. And the opposite of average.

In society, people fight to be in the status quo and fight to be average but entrepreneurs
can’t do that.

We are fundamentally different in the following ways:

High Sensitivity and Awareness

 You know what has happened in a room before anyone tells you, you can tell
what is not being said.

 It can be good because you know how to avoid bad situations.

 It can also make us look defective in stressful situations. (Colors get loud, you
have to turn radio down).

Future Focused & Visionary

 A visionary is someone who is in today and exist a future that doesn’t currently
exist and press forward to make it happen.

 In a stressful situation, this can turn into day dreaming.

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High Processing Capacity

 When people realize you aren’t “one of them,” they think you are weird, but you
actually can figure things out before other people.

 You don’t understand “show your work” because it just happened.

 When you are overloading, your brain turns into TV snow.

Highly Adaptable

 Have you been called a chameleon? This allows you to survive the system or
gain the system.

 System that make you conform are against us.

 In noise, you adapt and soon you don’t remember where you started so you just
stop instead of fixing everything. Then people say you imploded or self-
sabotaged.

Intense Focus on Results (or Single Result)

 You don’t get anything done without intense focus on results. 10,000 tries to
make a light bulb - Thomas Edison.

 These days, you know his neighbors would be calling the police or someone
would say he needs to be medicated.

 With high pressure and annoyance, you can get pushed into isolation.

 When you lower pressure and annoyance, you can change the world.

Bias for Improvement

 When you go somewhere, you redesign every place and experience you are in.
“How can this be better?” If only people would listen to us.

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  Under pressure, entrepreneurs become addicted to change and programmed to
accept failure. You change everything, and go nowhere. You are spinning your
wheels.

Experimental / Experiential Learning

 Most people can learn from a screen. We need to learn from experience. We
need to feel it / do it / experience it.

 Under pressure, this increases pessimism and skepticism. This can affect how
you view anything and everyone in our lives.

 If you understand this, you can change things.

Perceive Unique Connections

 See limited opportunities and find a solution. You can walk into a situation where
they are discussing solutions. You offer a new solution and it is accepted.

Drive For Gained Advantage

 It’s what brings people like us to an event where you have to sit for three days.

 Under high pressure and noise, you can become cutthroat.

 The switch can happen from one day to the next.

Innate Motivation

 This is where science has us wrong.

 It’s the push that we have inside of us - you can’t turn it off.

 Have you ever sat still while moving a million miles a minute.

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We Get Labeled

 When you are trying to get something done, and someone stands in your way,
they don’t stand a chance.

Alex doesn’t think people should be labeled things like ADHD, Autistic, and Bi-Polar.

He thinks there is an Attribute Spectrum where behaviors are just two sides to the same
coin.

When there is high-pressure and noise, people do look like those things.

When there is low pressure and noise, every one of you has attributes that combine to
create positive behaviors.

If Oprah says someone’s name, they become famous. That’s a superpower.

Under high pressure and noise, these attributes cause challenging behaviors.

Kids are the same. They just move from connected to disconnected more quickly.

The same personality traits can lead to our success, can also lead to our downfall.

We are different than the rest of the world.

An entrepreneur Is A Momentum-Based Being

We don’t know what happy and sad mean. We are driven by momentum.

Have you ever seen the poster of feelings that said, “How are you feeling today?”

That was always like a pop quiz no one had prepared me for. No matter what I said,
pressure and noise went up.

I just started saying, “Sleepy.”

We tap into feelings to write a sales letter and then back out.

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Three States:

● In Momentum - in the moment, zen, doing your thing. It feels right, powerful,
liberating, alive. When we focus on momentum, we change everything.

● Meeting Resistance - when people, the world, or us throw up roadblocks or get

in our way. All you need is a light at the end of the tunnel, and you will create
momentum. At times your back is against the wall, you find a way out.

● In Constraint - held in place - This breaks people like us. We need to move
forward.

When you are in momentum, you have a physical boost. You can get by with less food
and rest. You are more aware. You make better decisions.

When you are in constraint, you can’t deal. You have increases in things that look like
ADHD. Alex’s “ADHD” has made him millions.

When you are in constraint, you feel bad physically. You can’t make good decisions.
Things start getting cloudy. You need to get defensive.

You just need to focus on what is right with you and ignore the rest or what other people
are doing.

Your Life Is Driven By Questions

What does the world say about curiosity?

Curiosity killed the cat.

I say, “Cats have 9 lives - ask more questions.”

The questions we ask drive who we are.

Alex has read thousands of biographies to see how successful people became
successful. They are all different in how they did it, but they all have the same attributes.

Success leaves clues. We’re just not looking at the right ones.

Positive thinking doesn’t mean ignoring the questions. It means finding a better answer.

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Questions We Ask Ourselves:

● How do I stop negative pressure and noise?

● What is wrong with me?
● How do I get ahead?
● How do I get further ahead?

We transition to ask, “How does my team help me get ahead?”

This is a selfish question.

Making a contribution to people is how we get ahead.

Instead ask yourself, “How can I help my team get ahead?”

Every great entrepreneur that built a team asked himself, “How can I help them?”

Then ask, “How can I help my team get further ahead?”

Next question, “How do we help others get ahead?”

It doesn’t matter what motivation you start with. You end up here when you see
success.

Your success drives the evolution.

Many start with the goal of $100k a year or a Farrari.

When you get to that place, it doesn’t matter.

You start asking, “How can I help everyone?”

We obsessively make as much money as we can, until we give it all away.

Entrepreneurs names aren’t on buildings because they are great people. It’s because
they made great contributions.

example: Bill Gates

Bill Gates faced the same problems that we do.

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Microsoft became a battering ram as it grew in name and power and he started suing or
being sued by everyone.

Years ago Alex was a consultant for Microsoft. They had a badge color system that told
you which color carpets you could walk on and no matter what, he couldn’t get brown
clearance on his badge because with that clearance you could get close enough to hear
Bill yelling in his office.

Then Bill met his wife, he started mentoring people and now he asks how he can help
everyone through the Microsoft Foundation.

example: Warren Buffet

Warren Buffet read everything he could get his hands on investing.

His one rule for years was “Don’t Give Money Away”

He didn’t want to watch TV to learn about investments and investing, so he created a

system to get ahead without it.

He bought Berkshire Hathaway and initially it was a disaster.

He had to transition into thinking “How can I help my team get ahead?”

Now Buffet is literally asking how he can help others get ahead. He controls the
Billionaire fund and has the largest charity in history.

Here Is How We evolve And Get There

Contribution Equation (meaning of life)

Alex got there by reading about success and finding the commonalities in religions and
entrepreneurs.

Pressure / Noise –> Protection / Support –> Strengths / Abilities –> Contribution

It starts with pressure and noise. Know it’s there and lower it obsessively. Get rid of
people, places, things that bring annoyance and increase the negative pressure and
noise.

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Ask for protection and support. We need it, but it makes us feel vulnerable and
exposed asking for it. So it’s hard to ask for help. To get around that, we need to
proactively tell people what’s going on with you and what you need to feel supported
and protected.

Your strengths and abilities will show up. Any attempt to be anyone other than
yourself, is pressure and noise and limits your contribution. Tell people who you are and
what you will and won’t stand for. Treat people the way you want to be treated.

Did you learn what is making you a success in school?

No? Where did it come from?

It’s your superpowers.

From using your strengths and abilities, you can make a contribution.

Alex’s religion is capitalism. It allows you to put a value on contribution. Capital flows to
contribution.

Anyone who wants to change their lives, needs to change the lives of others and make
a contribution.

Have you heard the call of contribution?

“There is something more. There is something you can create and give.”

That voice gets louder until it’s all you can hear.

There is nothing wrong with you.

The things you or other people think are your weaknesses, are actually your strengths.

You are part of the most important clubs on earth. You are a part of the group that is the
source of positive contribution in the world.

People who have made a difference in your lives and in the world, are just like you.

If there is ever a stalled moment in your life, you just need to give to another
entrepreneur, and you will move forward.

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If at any time in this presentation, I made it seem like it’s us against them - it’s because
it is.

This is a community, not a conference.

It’s a family, not an event.

There is no competition in this room - we are entrepreneurs - we can make new shit
every day.

We all move forward faster together.

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 expert secrets Timeline
Russell Brunson

expert secrets

You –> Expert –> Leader –> Influencer –> Guru –> Thought Leader

How do we get to become who we want to become so people will follow us and we can
change their lives?

How did Russell Brunson get on stage in front of 1,000 people?

You’ve picked your hot market.

Now what do you do?

Your Dream 100

The Dream 100 concept is in the book, The Ultimate Selling Machine written by Chet
Holmes.

Chet was put in charge of increasing advertising sales at a magazine he worked for.

He started by looking for all the people who could afford to pay for ads.

He found out that 90% of ads were sold to a few key people within just a handful of
companies. He made a list of 100 companies he wanted advertising with his magazine.

He started a campaign where he mailed each of them something and then followed up
with a phone call on a monthly basis. He did this until they either bought magazine
advertising from him, or went out of business.

He did this again when he wanted to sell a screenplay. He wrote the screenplay, then
made a list of 100 directors, actors, and agents he wanted work on the project with and
started contacting them repeatedly.

Russell decided to try the same “Dream 100” concept with people he wanted to be his
affiliates.

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Whatever market you are in, the first step is to find out who is in your Dream 100. Find
out who they are and make a list of them.

Make your list:

● List Owners - They can reach thousands of people for you
● Bloggers - Build relationships with them (how Tim Ferris promoted his book)
● Podcasts - Search iTunes, good way to promote a new book or product
● Social Media - Twitter, Facebook, YouTube

Your job is not to “find” traffic. The traffic is already out there. You need to get in front of
the traffic and get their attention.

Russell’s list is up to 427 now.

*Tim’s Tip: I covered the Dream 100 strategy in great detail in the 2015 Funnel Hacking Live
notes. Check out that section for more information on how to assemble and contact your Dream
100.

Once you have your dream 100 list of all these amazing people in your niche, ask
yourself, “Where do I fit into the ecosystem?” What is different about what you do?

Example: Weight loss

It’s almost impossible to be successful with a generic weight loss product. How can you
create a weight loss product that works WITH the existing products already out there
and not in competition with those products?

How can you create partners instead of competition?

The Five expert Funnels

expert Maker Funnel

Increase Teachability
 You can’t read one book and become an expert on something. Howard Berg -
fastest book reader - on religion - “Most people believe whatever they have been
taught. They have ONE perspective. I wanted to learn all perspectives and take
the concepts that make sense to me.” You need to remain teachable - there are
always things you can learn.

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Help You Serve at a Higher Level

Build Your Platform - if you’re blogging to no one, you’re journaling

● Find Your Positioning

● Find Your Voice

● Open Gates to All Future Traffic

The Beginning of Russell Brunson

Russell started making money as an affiliate marketer. Then he wanted to teach

something so he created a product on how to make money as an affiliate.

Product: Affiliate Bootcamp

Before the bootcamp, he did a one-question survey to see what people wanted to learn.

Russell only knew ONE of the things they wanted to know.

He taught the one thing he knew the first week. Then he started searching for an expert
in the other methods to teach the other sessions.

The next session was on PPC. He sent another one-question survey asking what
everyone wanted to know about PPC. He gave the list of questions to the speaker and
they taught PPC that week to his customers using the questions they asked to help
create the content for the training.

He did the same thing about SEO and affiliate marketing.

They ended up with nineteen different ways to do affiliate marketing when he was done.

In the process, Russell learned and became an expert in affiliate marketing by putting
what he learned into action.

Funnel #1: The summit Funnel - aka The expert Maker

Go to your Dream 100 and find people who would be good at teaching something to
your audience.

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At this point in the funnel, you are becoming a reporter and not the expert. Why?
Because you are not the guru and you are going to learn along with your audience about
the topic.

You don’t have to know everything about everything and in fact if you’re honest and
upfront with people “I’m learning this right alongside you” you build up your likeability
with them as well.

You become “one of them” instead of a guru, at least at first.

step #1 - Invite People From Your Dream 100 To Join Your

summit

Your Dream 100 will help fill in the gaps for the topics you don’t know a lot about.

You don’t have to pay them anything to appear. If someone says no, just move onto the
next person on your list. Most people will appear for free at your summit because they
have something (book / program / podcast / website) they want to promote in exchange
for sharing their information.

Russell usually asks 40-50 people and gets 10-12 people to agree at no charge to
appear at his summits.

Also, they will usually email their list about the summit, and when they sign up for the
webinar, you will have them on your list too.

Once you get one person to agree to appear at your summit, you can tell the next
person… “So and So and I are holding an online summit. Would you like to be a part of
it?”

step #2 - Host A Virtual summit

There are several ways to host the summit – GoToWebinar, Google Hangouts,
Telesummits, and more. Pick your preferred method to host the summit.

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Step #3 - Promote to Dream 100 Followers

Set up Facebook ads for the fans of each speaker to get their followers to register for
the free summit. Use email, Facebook, YouTube, podcast, blogs to get customers to
sign up.

step #4 - Run An Ask Campaign Before The summit

Ask attendees what topics they are interested in learning during the summit and what
questions they have about those topics.

Give that list of questions to the speakers so they can help tailor their content to the
customers needs.

Do an online summit and you will build your platform while you learn. When you listen to
the opinions of several experts, you will be able to form your own opinions and
processes by seeing what you agree with and disagree with.

You will also begin to build relationships with people in your niche.

These summits work to get into a market and create content instantly without having to
have any of your own.

*Tim’s Tips: The real key is for you to take the information you learn from the summit,
apply it, and start getting some results with it. Once you do that, you are now the expert.

Funnel #2: The True Believer Funnel - aka The Invisible Funnel

You need to create people who believe in you while you learn to believe in yourself

The True Believer Funnel allows you to:

● Help you create YOUR system
● Position yourself as a leader to those around you
● Help you get results for others

You create all of this through the Invisible Funnel.

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The way this funnel works is you host a live online workshop over a specific topic that
you can cover in just a few hours while giving the attendees a real and valuable result.

Attendees give you their credit card information up front, but they don’t get billed ahead
of time for the event.

Once the event is over and only if they liked the content, their card will be billed.

If they didn’t get value from the event, then Russell has them email a special email
address to let them know and they won’t be billed for attending the event.

When Russell tried this the first time, 550 people registered for free event and entered
their credit card information.

Out of the 550 people, only 10% asked for their credit card not to be billed. The other
90% paid. In addition, several people paid for a $5,000 done-for-you offer that he sold at
the end of this live training.

Generally he only had 30 people pay up front for a $100 training when he sold it upfront
for full price only.

example: Invisible Webinar - Double Your Reading

Here is an example of an invisible webinar funnel:

You can see the video sales letter for this invisible webinar here:
https://www.youtube.com/watch?v=RifsQGBGX10

The big promise of this invisible webinar is that Howard will help you double your
reading speed live on the call.

If you double your reading speed, your card will be billed $100.

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If you don’t double your reading speed, let us know and we won’t bill you.

*Tim’s Tip: Check out the order page for this challenge. Notice how Russell offers an
immediate discount for prepaying for the training vs paying nothing now and more later.

What is the tangible result you can offer in an Invisible Funnel?

This is how you transition from a Reporter to a Leader.

*Tim’s Tip: You could also do like Russell has here and partner with someone who can
provide the tangible result while you do the marketing for them and collect a piece of the
profits.

step #1 - Invite summit Attendees To A LIVe event To Get A

Tangible ResULT

Do it soon after the summit.

“You’ve been through a free training, but I want to help you get a tangible result. I want
you to be able to ______. (insert tangible result here)

I am holding another training. You don’t have to pay anything upfront. If you listen to the
training, and get the results, we’ll charge $____. If you don’t _____, let us know, and we
won’t charge your card.”

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step #2 - Run an Ask Campaign

Turn the questions you get from attendees into your outline, a table of contents for
training program.

Now you know exactly what they want.

Goals of your invisible funnel:

● Help people get results
● Create your system outline

One time, Russell thought he was going to a meeting to teach 8 people and was just
going to answer their questions and chat with them.

It turned out that 50 people showed up for this training and Russell quickly ran to his
hotel room and created an 8-step list. He taught that list and it later became his system.

Your system outline will all be based on the outline you create during your funnel.

Your Value Ladder

Book –> Course –> Event –> One-on-One Training

“People will spend MORE money for the SAME content packaged in a DIFFERENT
way.”

Book: Think and Grow Rich

Russell bought the book for $9.99, but didn’t read it.

Then he bought the $97 CD course and listened to it in his car. He paid 10x as much for
the same content packaged in a different way.

Russell’s Value Ladder

Book –> Course –> Event –> One-on-One Coaching

The information doesn’t change, but the experience is different.

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Step #3 - serve At Your Highest Level

Do whatever you can to help your customers get a result.

The ONLY goal is RESULTS for them - not making money for yourself.

For a few years, Russell stopped coaching and focused on other parts of his
supplement business. Then about three years ago, he wanted to get back into it. He
didn’t want to make a promotional video saying how great he was.

Instead, Russell told someone named Drew in the supplement business that he would
come out for a day to work with his company for free on building funnels.

As a result, Drew sent him a video thanking him for helping him. Russell used that
testimonial video to sell his coaching program.

That one video made Russell over $1.5 million.

That’s why we are doing the Invisible Funnel.

Get people results and they will be happy to tell other people.

Sell the result –> get them the result –> fuels the rest of your business forever.

If you get them a RESULT, everything else will become very easy to sell them.

side Note: We started offering a discount to prepay for the webinar - 69% prepaid and
41% took the $197 OTO.

Now that people have results, you have become a leader and can start making money.

Funnel #3: The Audience Engine - Perfect Webinar Funnel

The Audience Engine Funnel allows you to:

● Leverage your results
● Rapidly grow your following
● Finally monetize your system

This is the fuel for all Russell’s products now.

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step #1 - Get The Perfect Webinar script And Master It

Get it here: PerfectWebinarsecrets.com

step #2 - Create An Irresistible offer

See what other people are selling and offering, and do something similar or improve
upon what already exist in the marketplace.

If you do a coaching program, do a 6-week program.

12 weeks is too long and if you only do 3 to 4 weeks, the program will finish while they
can still get a refund.

Russell noticed a huge decrease in refunds when he started offering 6 week coaching
programs vs 3 to 4 weeks.

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Step #3 - Understand The Webinar Timeline

● Mon, Tues, Wed, Thursday - Promote the Thursday webinar

● Thursday - Do the webinar
● Friday – Webinar replay
● Saturday - Replay & Webinar Cliff Notes (see Jay Boyer’s Webinar presentation
from the 2015 Funnel Hacking Live Notes to better explain the Cliff Notes)
● Sunday - replay, cliff notes, urgency / scarcity

Do the same thing with the same webinar EVERY week.

Russell did the Funnel Hacking webinar 43 times LIVE. Every time it got better and
conversions were higher.

Result of Russell’s webinars over a 52 week period = 90,000 opt ins, $12 million in
sales.

Most entrepreneurs create a new webinar, run it to their list and a few affiliates, forget
about it and move on to the next thing. Don’t do that.

Example: A play runs over and over again. It may open up locally, but then it goes on
the road, across the US, and eventually the world until it returns home, years later.

You don’t have to have or run a different webinar every week. Take your show on the
road. Don’t sell to the same people. Run Facebook ads to bring in new people every
week.

step #4 - Webinar Funnel Math

● $3 per registrant => 1,000 registrations per week => $3,000 ad spend
● $3k ad spend => 25% show up rate (250 people show up to the webinar)
● 10% close rate @ $997 on the webinar (25 sales / $25,000)
● Double the sales from follow up emails
● $3k into ads - $50,000 in sales

step #5 - Leverage The Dream 100

You can leverage your Dream 100 by targeting their fans with Facebook Ads, doing a
webinar for their customers, or using their fan base to help fill your email list.

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If you want a cool example of how to do this – look at the Traffic Hacking section in the
2015 Funnel Hacking Live Notes.

step #6 - Do It LIVE Until… You Have Perfected Your

Presentation

This is how you scale your business.

When you do your presentation live you’ll be able to see what questions people have,
common objections, where you lose people, and why people aren’t buying from you.

Once you have those things addressed, you can automate your webinar BUT not until
then.

The next step once you are an influencer is to become a guru.

Your list has grown to the point where it is impossible to spend personal time with each
person on your list. You can’t give the personal time you want to give to everyone, but
you can give it to a few select customers.

How do we take care of that?

Funnel #4: The Guru Ascent - The High Ticket Application Funnel

The Guru Ascent - The High Ticket Application Funnel allows you to:
● It gives you the ability to serve some people at the highest level.
● Increase what you charge
● Perfect your craft - helping others makes you better at what you do

step #1 - Capture Your Best Results

As people have success and get results, capture it in a way that sells your product.

Russell got results for people and flew them to Boise, ID to capture their stories.

When you give people results, they want to give back to you. To sell high-ticket, it’s
more about what other people are saying about you, than what you are saying about
yourself.

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step #2 - Create Your Funnel Pages

Page 1 - Your Results Page

Headline: I’m Looking for a Few More of My DREAM CLIENTS…

Testimonial Video
Apply now for Inner Circle button
Switch the video every few weeks when Facebook ad prices go up

Example: Russell Brunson’s Inner Circle First Page

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Page 2 - Your Application Page

Headline: You are just 1 step away - please fill out this short application…
Video from Russell
Goal: To increase their desire so they will fill out longer form
Show more testimonials from successful clients

Example: Russell Brunson’s Application Page

Page 3 - Predoctrination / Homework Page

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Headline: Congratulations, we have your application. Here’s what to expect next….

Example: Russell Brunson’s Thank You Page

Step #3 - Invite Your Audience

Your own people are the best audience for your high-ticket offers. Promote to them on
every thank you page for any product or service that you have.

After guru, you move to thought leader.

This is when you write your book. Russell feels as though you have to earn a book and
have real results with whatever you want to share prior to writing a book about it.

Funnel #5: The Thought Leader

The Thought Leader Funnel allows you to:

● Leave your legacy
● Increase your credibility
● Create the ultimate front-end offer

The best way to see this funnel is to go through Russell’s DotComSecrets book funnel.

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step #1 – The Book offer

Example: Russell Brunson’s DotComSecrets Book

step 2 - Bump offer

The bump offer is where you immediately offer an upsell

on the order page to “bump” the lifetime value of the
customer up.

In this case Russell offered an audio book version of the

book for $47. By doing this he can increase the amount of
money he makes per customers which allows him to
spend more to acquire the customer in the first place.

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Step 3 – Upsell Page

The goal with the upsell page is to offer the customer a chance to buy “what’s next” in
your funnel.

So if you’re selling a product on traffic generation, the upsell offer could be list building,
product creation, or even how to improve your conversions.

Think of what the “next step” for the customer will be once they purchase your first
product.

The goal of the first two of these funnels is to build your platform and help launch your
business while building your fan base.

The goal of the last three funnels is to help you scale your company and increase your
profits along the way.

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 How to Take a simple Idea and Turn It Into A
Million Dollar Webinar
Liz Benny

About Liz

Liz owned Jinga Social, a social media agency in New Zealand. She basically broke
even and was burnt out while running it.

She hired Russell to see what she could do that didn’t take up so much of her time.

He said she needed to ask herself, “Where is the leverage?”

That’s when she created SocialMonkeyBusiness.com and turned her business into a
franchise.

Before all of this, she lived in a home with no bricks. She had to wear a hat at night to
stay warm. She drove a car that she parked three blocks away from where her clients
were so they wouldn’t see it.

She delivered newspapers to make the money she needed to pay her bills.

Now she lives in an amazing house with her family that she was able to buy with what
she learned from Russell.

Who Wants Results?

If you follow Liz’s advice, you will cry less than she did, make money faster than she did
and reach your goals faster than she did.

It’s the consistent actions you take that will increase your bank account, your happiness
account, and fulfillment account.

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3 Secrets To Go From A Simple Idea To A Million Dollar Webinar

Secret #1: Liz Made Thousands On A Webinar During Her

Wedding

The secret is ONE WORD: System

You need a system. A great book that explains why you need a system and how to
create one is the book: The E-Myth Revisited

McDonalds doesn’t have the best hamburgers, but they do have the best system and
that’s part of the reason why they are so successful.

Create a system for how you do your webinar registration page / webinar thank you
page. Don’t make them generic and boring. Make them personal and use your
branding.

Liz’s Webinar - How to Easily Create a 6-Figure Social Media Management Business
Without Knowing a Thing About Social Media

Liz got the SocialMonkey logo at GraphicRiver.net for $29.

Set your order pages up to convert. Make sure you use testimonials on your pages
when possible. You also need an order thank you page, a registration page to get into
course, and a members area, all of which can be created inside of ClickFunnels.

You don’t need all the content ready before you launch your product. Liz only had 7 / 10
modules ready when the product went on sale.

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After people register for webinar, use a pre-webinar email series to let them get to know
you and get them excited about the webinar.

Also use a post-webinar email series to get people who didn’t attend to watch the replay
or come on an encore call.

You should be able to get the same number of paying customers on the follow up
sequence as on the live webinar if you structure it correctly.

Make sure you create a community like a Facebook group.

Set the vibe inside the group where everyone is positive and celebrates each other’s
success.

People love her group almost more than they love the course and it’s your responsibility
to nurture your community.

Have all of your pages set up pre-webinar.

Facebook ads - How to Be a Highly Paid Social Media Manager - Register Now!

98% of the income has been driven from cold Facebook traffic to the webinar.

Webinar follow-up series example of a subject line:

Still wanting to be a 6-figure social media manager?

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Send to replay link

Get testimonials as early as humanly possible.

Create a page explaining how they should do their testimonial video.

You will also want a JV page for when you go on webinar circuit with your Dream 100.

ClickFunnels - GoTo Webinar – Facebook Ads (that’s all you need)

So as I was sobbingly saying my “I Do’s” thousands were pouring into my account from
the recorded webinar I was running.

Wanna know the cool thing?

Once you’ve nailed the system, you can just duplicate it.

InstaSocial Secrets - How to Make a Full-Time Income on Instagram without a List,

Money or Experience

Use the SAME system.

InstaSocialSecrets.com - This is a temporary optin page where you can watch the
rollout of Liz’s sequence so you can use them in your own businesses.

SecretAdFormula.com - Learn the secret formula for a guaranteed ROI with your FB
ads

TheHappyDad.com - Become a Separation Superhero

KapowCourse.com - An upcoming course from Liz

All of the sites above were created with the Power of ClickFunnels.

It is much easier for her to use then ConfusionSoft.

secret #2 - How to ensure success, Regardless

These three words are the Golden Goose.

Know your “WHY!”

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Only Liz’s why has kept her going - her wife and kids / her destiny

Be ROCK SOLID with your why.

If you don’t know your WHY, you’ll never have the energy, drive, and focus to get
through the bad times.

The Good, The Bad, The Ugly

The Bad

When she sent Russell $25,000, they were living in a piece of crap house. Then her
girlfriend was in the hospital with serious pneumonia and Liz worked from the chair next
to her in the hospital. Her income was actually going backwards initially after starting
her work with Russell.

She didn’t want any more “Eat-what-you-kill” clients so she worked every spare minute
to build a passive income in her business.

And then… It still didn’t work.

She had 150 people registered for her webinar, and not one person showed up.

She started crying and recorded a video saying, “What’s wrong with me? Why can’t I
finally be successful?”

*Tim’s Tip: By the way, there wasn’t a dry eye in the house after this video. For
someone to be so open and so raw with their emotions and share their self-doubt so
freely was amazing to see and made me feel like “we are not alone”.

Then it got worse - her mother-in-law passed away.

The Social Monkey system was created during all this chaos.

The Good

The children never realized they were poor.

They didn’t have to worry about whether they could fly back and forth during the
sickness.

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She is making a difference in people’s lives

Buying a house has been fantastic.

VIDEO: They drove by the house they wanted, and it had a SOLD sign up. They set the
girls up to think someone else had bought it. Then the girls realized THEY had bought
the house. “Is it sold to US?!”

The Ugly

There really was no ugly except for the crying video.

Secret #3: How To Not Leave 500k On The Table

She made some bad choices and lost massive momentum that cost her a ton in lost
income. She took her eye off the ball.

Instead of sticking with the webinar that was working, she started new projects like a
mad woman - without using her system.

What she SHOULD have been doing was focusing on building JV partners /
relationships.

The secret to webinar success is to ride the momentum as long as you can and keep
doing the same webinar over and over and over and over and over, again.

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 The Future of ClickFunnels
Dylan, Todd, Russell & Ryan

The Future

Russell has set things in motion that will ensure that the ClickFunnels software will keep
getting better.

The future is in the Actionetics side.

Have you ever had your autoresponder shut you down?

It has happened to Russell 7 times in the last 4 years.

He decided to make Actionetics where you can build you email sequences once and
have them no matter what happens with your autoresponder.

You have traffic coming from places like Facebook, Google and email. A typical landing
page tries to get the visitor to enter their email address. Then they go to a page where
you try to sell them something.

Did you know once you have someone’s email address you can find out all kinds of
things about them? (income, credit score, etc)

One of Russell’s wishes is to create “Smart Funnels.”

Once someone enters their email, it will send them to the right offer based on who they
are. It will also send them to different upsell pages depending on what they have bought
in the past.

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soap opera email sequence

Two magic words make marketing work:

● Urgency
● Scarcity

The soap opera sequence is what people get when they first subscribe. It is meant to
build a relationship.

Now Russell adds urgency and scarcity to this series. He makes a special offer like $1
trial to ClickFunnels PLUS bonuses… only for people who sign up in the next 48 hours.

They can still get ClickFunnels after that, but the bonuses will be gone.

Russell is converting 3x more customers than in the past now that he has added
urgency and scarcity.

After the soap opera sequence, subscribers move to the Daily Seinfeld sequence.

Wishes for ClickFunnels

Russell’s Wish - to show Facebook ads to subscribers based on which day of the email
sequence they are in.

Another Wish - wants to send a recorded message to people’s phone six hours after
they sign up for a webinar - without the phone ringing.

Since last year, they have added ClickFunnels integration with almost anything you can
imagine - ShipStation.com.

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New PayPal Integrations

Right now, most people use Stripe with ClickFunnels. They will soon have integration
with Braintree, PayPal, and Bitcoin. Yes, One Click Upsells work with PayPal.

Even if someone doesn’t have PayPal, they can just enter their credit card and it will still
go through PayPal.

They are also enabling multiple payment gateways and multiple SMTP gateways.

Facebook Custom Audiences

This will be a feature where you can show different Facebook ads to someone based on
their email and where they are in your sequence. (beta testing - will be released in April)

slybroadcasting

This will allow you to send a voice mail to someone without their phone ever ringing. So
you can send a message that says something like…

“Hey, this is _____. I saw you signed up for my webinar and wanted to give you a quick
call. Looks like I missed you, but I’m looking forward to seeing you there.”

“Hi, this is Russell. I saw you filled out an application for the inner circle. I wanted to
reach out and let you know that _____ will be calling you later today. I’m looking forward
to working with you.”

Automatically send something like popcorn / brownies to people who buy a high-ticket
item. They will eat it, and then cannot refund because they already consumed part of
the product.

other Features

Shopify integration is coming in June.

Zapier Integration - So you can automate ClickFunnels tasks. For example, if someone
signs up to your list via ClickFunnels, Zapier can automatically sign them up for a
webinar. (beta - released in late April)

Smart Lists - in beta this summer

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Things you can do - everyone who makes over $100k, put them on this list, Everyone
who has over 10k Facebook followers, put them on this list.

Whenever someone opts in on one of your pages, it will automatically put them on the
correct list.

Smart Funnels - beta in the fall

In real time, you can show visitors different offers as they are going through their
website based on information from their email.

Dillon Jones

The Editor: Big Update

Row Templates - ready to use row templates

Section Templates - ready to use row templates

Personal Rows - create one-click order blocks and so much more

More Design Freedom

Dillon is working to add more apps - where you just click a button and it works. There
will be an app store, so you can find them quickly.

New apps available by the end of April

● Rows and sections
● Mobile preview
● Elegant themes
● Google fonts

ClickFunnels has added an engineering team and head programmer to help the
company scale.

Ryan

Behind the Scenes Technology

They used coding to make sure this software will be around for the long term.

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Etison Engines

Analytics - acquisition, activation, retention, referrals, revenue

Acquisition - numbers will match up with your ad source (clicks, unique, etc) or you can
add your Google Analytics.

It is good to experiment with your funnels with split testing.

They are building a self-optimizing funnel option. (beta available this summer)

You build two funnels - ClickFunnels will test them and start using the best one for you
and show it more often.

Revenue - upcoming Launchpad - revenue stats page will update in real time. If you are
selling on a webinar, you can see the sales coming in live. (beta coming by May)

Mobile - user pages are already mobile optimized - upcoming the platform where you
build funnels will be mobile optimized by this summer.

Plugins - (beta coming early 2017) ability for other companies to build plugins that
integrate with ClickFunnels

Russell

Funnel Marketplace is a place where you can buy and sell done-for-you marketing
funnels to other ClickFunnels users.

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 Create Attraction, Connection & overcome
Insecurity
Sean Stephenson

About sean

Russell asked Sean to come speak at his event.

Then he told him that he paid Marcus Lemonis to come and didn’t have the money for
his speaking fee anymore.

Sean told him that’s my fee… maybe next year.

Russell texted and said he would pay out of pocket and asked him to come because of
what he wanted him to share with the audience.

Russell is devoted to ClickFunnels and making sure customers are taken care of.

When you are committed, you will fall down and think about not getting back up… when
you are devoted you won’t.

50 Cent was shot 9 times. When he came out of surgery, he had one thought. Nothing
is taking me down until I’m ready to go. He was devoted to having his message heard.

I don’t care what comes in my path - all obstacles fall to me.

Sean thinks you need to have reckless love for the human race, whether people love
you back or not.

Would you like to learn how to reach 120 million people in one week, without spending
any money on advertising?

Would you also like to learn how to get on Oprah?

How to be friends with celebrities and world leaders?

How to get top marketers to promote to your list?

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How to get Tony Robbins talking about you on his products and at live events?

How to dazzle any size audience and never get nervous on stage?

How to get paid $15k - $40k an hour to speak on stage?

Our speaker today has done all this and more… and he’d like to share it with you…

“How many people would like the planned speech that I have planned for you?

OR

How many people would like me to throw that away and channel something that I don’t
fully understand what comes through me?”

Everyone raised their hand for the second choice.

Sean is a 22 year in the making overnight success.

Have you heard, “You’re leaving a lot of money on the table.”

When you are getting a visit from the grim reaper, it doesn’t matter how much money
you left on the table. It matters how much love you left on the table.

Money is great, but you can’t take it with you.

It only gives you temporary gratification.

Money doesn’t wipe your tears or hold your hand when you’re about to die.

You might think someone can’t love someone they don’t know, but people have no
problem hating people they don’t know.

Sean used to be afraid to channel his speeches because he was afraid he wasn’t going
to say the right thing. He was missing out.

If you listen to your heart, you will feel at peace with what you do and say.

Sean made a video showing post-it notes and not saying a word. He reached millions of
people in less than a week with that video.

Here’s a link to the video: https://www.youtube.com/watch?v=hWhMgzCUYs8

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That number just makes him realize how much farther he has to go to reach the whole
world.

Being a Thought Leader

Russell showed you different stages ending in a thought leader.

Being a thought leader is so much bigger than how to improve your conversions.

Capitalism is amazing. Capitalism without heart is destructive.

Sean is going to share a lot of woo-woo stuff. He doesn’t care if you believe it or not. He
used to be afraid to share the information because he didn’t want people to think he is
arrogant.

Arrogance is thinking you have to take something away from someone else to be better.

Sean doesn’t want to do that - he just wants to be himself.

He does journal reflection every morning at 5 a.m. to see where he is still scared. It
hurts to be conscious and not blame things on other people. When you blame other
people, you leave money on the table. You have to get out of your own way.

Abundance is giving everything because you take nothing with you.

When I’ve had times that people told me, you’re going to die tonight, it brought a lot of
clarity.

The only thing that matters is love.

To become a world thought leader, you need to align with a message and let go of how
many people you reach.

Have you ever made a video and only had 30-50 views and got upset?

Have a paradigm shift. Think what if 30-50 people died in a plane crash today. You
would be very upset at how many people died.

It’s only your arrogance that thinks your views need to be in the millions.

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Sean feels that it is his mission to help people get rid of their insecurities.
The Cure to Insecurity

Insecurity is the feeling that you are not enough. Not tall enough, Not rich enough, Not
confident enough.

The reason we laugh is to cut the tension and ease up the ego - and that’s okay.

When you laugh, it releases serotonin into your brain.

People used to wonder if polio would take out the human race. Louis Pasteur thought
that he could do something about it. Was everyone behind him? No, he had opposition.

Fear feeds on the facts in your mind.

Fact: you weigh this much

Fact: you make this much money

Something better than fear is intuition, and intuition comes from your heart.

You have to drop out of your head and into your heart.

You have to figure out your purpose.

Russell wasn’t born to sell potato guns, but he has evolved.

Sean knows he can’t reach everyone with the message of love. He needs an army, and
that’s why he became a public speaker.

The human race is craving love more than ever before.

Do you ever wake up in the middle of the night with a great idea - and you’re excited
and pissed? You’re excited for the idea and pissed because you want to get some more
sleep.

One night Sean woke up in the very early morning, and wheeled himself to the top of a
small hill in his neighborhood. He watched the sun come up and heard a voice say,
“The cure to insecurity is self-care.”

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When you take care of your mind, body and spirit and develop your self love, there is no
need for insecurity.
He woke up to tell his wife that the cure for insecurity is self-care. She said, “I take care
of myself all the time, and I’m still insecure. I think you’re wrong.”

Sean was convinced he was right though.

The key to a happy marriage is to not need to be right. You can be accurate without
forcing yourself to be right.

Just like you use bullet points to face objections in sales letters, you can do the same
thing in life.

If you want to be a world thought leader, you can’t get tied up with people who don’t
want to hear you in the first place.

When the Coast Guard helicopter comes to save people on a boat and they don’t have
enough space for everyone, they have a motto: “I can only save the people who swim
toward me.”

Don’t waste your time trying to help someone who claims they want your help, but
pushes away your advice.

You don’t have to convince everyone.

Trying to help people who don’t want to be helped is the quickest way to drown.

You know those 15 likes on your YouTube video? Those are the 15 people swimming
toward you. Open your arms to them. Send the elevator back down to help them.

Share the valuable things you have to share.

People ask Sean, “How many lives do you think you have changed?” ONE - my own,
and I struggle with that.

Get excited about every person who is swimming toward you.

Some people in this lifetime are not going to get it. You can’t save everyone.

But there are people who will come to you. You are not alone.

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Sean became an entrepreneur because he had no other choice. People openly
discriminated against him when he looked for a job.
The universe didn’t give him them those jobs, because then he wouldn’t be able to do
what he was meant to do.

Sometimes you have a big shiny item you want to keep, and it taken from you. You cry
like a child that you want it back - but maybe the shiny thing you were holding onto was
a knife. You don’t know the master plan so don’t always think that if something or
someone leaves your life it’s for the worst.

Nothing has been taken from you - it has been exchanged for something else.

Don’t feel sorry for Sean - he can do what you can’t do. He can speak on stage bringing
this message of loving the world and getting rid of insecurity.

Funnel hacking is awesome, but why don’t we humanity hack.

There is something only you can do for the human race.

If lots of other people are doing what you do, you are doing it wrong. If you do it right,
you have no competition but your doubt. When you listen to doubt, you are getting
lapped.

You need to use self-care. Love yourself.

only you can make your dreams happen - no one is coming to save you.

People can help you, but they aren’t going to save you.

Sean’s message isn’t about him anymore. He doesn’t care about the applause or
attention. He just cares about getting his message out to people.

When you take care of yourself, and someone says, “You can’t do that,” you just say,
“Thank you for sharing,” and move on. It doesn’t make you mad or stop you.

You can’t live your life to prove anything to anyone. You live to improve yourself.

Get in shape, take care of your family, forgive yourself and others, work on you!

You won’t have to try to get people to follow you. They will sense it in you and follow
you on their own… and you won’t even care anymore.

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When you are sick or in pain, you don’t care about the cards, meals or flowers. You
care about who came to spend time with you and held your hand.

Sean had a trip planned with his 6 students, but one of them was sick and in the
hospital. They cancelled the trip and drove 15 hours to go give the sick student a hug
and be there with him.

That is what matters - you only need to worry about the love you leave on the table.

On the way home, Sean took off his seatbelt and turned around to talk to one of his
students. All of a sudden, his students’ faces went white. At that moment, they hit a
semi-truck while going 75 miles per hour.

What went through my mind was, “This trip was my idea. This is my fault!”

Then he dropped that thought and started saying, “Save their lives and take me.”

All of a sudden we were on the side of the road, and we had all made it.

That’s when I realized, I’m not done. I’m just getting started.

Why were you born?

What are you going to do with the time you have left?

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 Local Funnel Hacking
Alex Hormozi

About Alex

Alex is a 26 years old who has successfully opened several different types of local
gyms.

On opening day they are already fully booked with clients, and he has $50k in his
pocket.

His story…

He hated his defense security job, and when his contract ended, he decided to start his
own business. He left Boston and drove to California.

He found a gym owner who would let him come work for free so he could learn the
business from the inside out.

Within three months, he started his first gym.

The lease was $5k a month. He slept on the floor for 6 months and worked there as
well.

When he started, he had an empty gym and was trying to sell memberships.

When he was making calls, he would say he was the assistant to Alex to try and appear
bigger than he really was.

He got 26 clients and opened his gym in 10 days.

One year later, he opened United Fitness. He ran the gym during the day, and then
made sales calls at night.

Now he has a sales team in place.

He owns five gyms now - two corporate facility, two high-cost gyms, and one high-
volume, low-cost gym.

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He shows all this to say, he’s used different funnels to make this happen.

Us vs. Them

Big National Guys (Goliath) vs Local Biz (David)

Local ads are the stone that brings them down.

You can be super targeted with your advertising locally because you don’t need a
massive amount of leads.

ROI can be insane - 10:1 return

You can convert a much high percentage of local leads than the big chains can.

Ryan converts 15-30% of his leads.

Local Funnels

Where the little guy can beat the big guys… and how I open gyms at full capacity on
Day 1?

Two Easy Funnels

● Big Promise Funnel
● Trial Funnel

Basic Lead Generation Methods

● Facebook lead ads - lower lead costs - lower conversions
● PPC to Squeeze page, higher lead costs, higher conversions

Big Promise

If you do X (which is really hard for you), then we will give you your money back.

In other words, you advertise your services as being free if they accomplish their goal.

Ryan offers a ridiculous money-back guarantee, and only has a 7% refund rate.

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Ad Copy

Click here for an example of their free offer funnel.

simple Back end

Put all of the leads in a google sheet with a color scheme that makes sense for your
business.

Lead, Sale, Called, Not coming in, etc

Alex pays $4 - $8 per lead via Facebook Ads.

50% of the leads schedule appointments.

50% of appointments walk in the door.

50-75% of people who come in, buy a membership.

In other words, Alex can close 13-20% of leads into a $500 program with 70% staying
on the back end with a $200-$300 a month membership.

They spend $50 to make $500 (minus commission) + backend sales.

Who does the selling?

You can have three trainers all with the goal of selling 15 memberships per month

OR

One super employee who is compensated more, but does no client services and only
sells memberships and packages for the gym.

This funnel generates $400k per gym per year.

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Predictability = scalability

If you know your numbers, you can scale worry free.

Case study: Lake Forest

Projected Numbers:
● Pre-sales for 1 month
● Spend $5,321 on marketing
● Make 103 sales
● Make $500 per person
● Started a new location with $51,191 in the bank by day 1

Actual Numbers
● Pre-sales for 21 days
● Spent $4,617 on ads
● Made 96 sales
● Made $500 per person + supplement sales

When you start ads a month before opening, people sign up ahead of the opening and
money is coming in. You can use some of it to set up the business.

For example: Alex pre-sells supplements before he even orders them for the gym. He
tells the clients, “We don’t stock ahead of time because we want to get the flavors you
want.”

Trial Funnel

Examples:
● 10 day free
● 2 weeks free
● $21 for 21 days

Take their credit card information over the phone to DRAMATICALLY increase show
rates.
● Show rate without credit card = 35%
● Show rate with credit card = 85%

Low-cost trials do better for him than free trials.

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ADS
21 days for $21

Kick off your body transformation…

Facebook Ad copy typed out for you

21 Days For $21

Kick off your body transformation, or just getting back into it. Fat melting cardio and
weights to tone you with two trainers ready to show you the ropes and get you your
dream body.

The Process

Alex’s average cost per lead (CPL) is $6-10.

30% walk in the door.

Half of those who walk in (15%) convert to $200 program.

Half of the remaining (7.5%) convert on $200 program + recurring on back end 21 days
later.

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The remaining 7.5% cancel after the trial.

Which means he converts 22.5% of leads (15% FE, 7.5% BE).

He ends up paying $50 per new customer (5 x $10 / lead).

Options are limitless for this kind of trial offer.

● Tanning place - “You know you won’t get tan in 5 days, right?” sell them for
monthly
● Chiropractor - Free adjustment –> 5 session pack for $200
● Dentist - Free cleaning –> upsell fillings, deep cleaning
● SAT tutor: Free SAT learning assessment –> 8-week prep strategies –> upsell
into $2k prep program –> downsell $500 kickstarter 30 minute weekly calls for 8
weeks

Local Funnels are just online funnels turned inside out.

Once you generate the lead, the entire funnel is a sales and fulfillment process, done in
the real world.
● Indoctrination sequence = first impression on phone
● Email copy = phone script
● Show up sequence = text reminders
● Checkout page = in person sales

open a local business today!

Kidding, the real pros and cons are as follows:

● Upside - huge ROI
● Downside - you have to manage people
● Reality #1 - Many of these numbers will be dependent on the sales training you
have and the salespeople you have working for you
● Reality #2 - I do this with $10-$15 an hour employees

Since local businesses are face to face...

● MORE TRUST
● MORE CONVERSION
● LOWER COST PER ACQUISITION

...which keeps us little guys competitive in a highly competitive market.

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 How To Win A ClickFunnels Dream Car
ClickFunnels has the goal of giving away 100 cars to its top affiliates.

So far they have given away 13 cars over the past year.

All you have to do to get one of these dream cars is sell 100 copies of ClickFunnels and
the company will lease your dream car for you for an entire year.

You can pick whichever car you want.

When you get to 100 users are signed up under you, you get $500 a month toward a
car payment PLUS commission on the recurring payments from ClickFunnels.

To promote ClickFunnels, you can share the free plus shipping offers with your
attendees.

For Example: You could send them to the ClickFunnels graffiti stickers page and when
they purchase the graffiti stickers, they are now in the sequence that promotes
ClickFunnels and they are cookied with your affiliate link.

Ways People Have Won a Car

● One affiliate used content based around ClickFunnels and promoted with
Facebook ads. They used retargeting and an email sequence to promote
ClickFunnels to those customers.

● Another affiliate used several lead generation campaigns with ClickFunnels and
at the bottom of the page there is a “powered by ClickFunnels” tab in the footer
so when a customer clicks through to see what ClickFunnels is all about they get
credit for that customer.

● An agency has built their entire business around ClickFunnels and when they
take on a new client they explain to the client that they have to buy ClickFunnels
to work with them.

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 Funnel Consulting
Russell Brunson

Consulting

Consulting is the highest paying part time “job” in the world.

ClickFunnels launched on Sept 23rd, 2014.

Today there are over 15,000 active members.

Problem #1 - Dozens of new request each day for funnel help

Problem #2 - UGLY funnels - FUGLY funnels

Russell’s tired and he wants to focus all his time on ClickFunnels while YOU focus on
building funnels with it.

Here are 5 different steps you can take to attract clients to work with to help build their
funnels.

Getting Funnel Clients

step #1 - You’ve Got To Be A RoCKsTAR

You need to be a Master Strategist who knows which kind of funnels a business owner
truly needs.

You also need to understand offer sequencing and funnel stacking to help make them
more money and make your funnel convert better overall.

You also need to be a Master Builder. That means you know how to create designs that
look awesome using ClickFunnels.

You also know how to set up the integrations the business needs with other software
and services.

You will also be a campaign builder. This includes building email campaigns, action
sequences, and email / text messages and more.

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Lastly, you need to be a Conversion Specialist skilled in offer creation, writing copy, split
testing, and conversion optimization.

You can charge $2,997 - $29,997 (or more) for the initial buildout of most business
funnels.

step #2 - Don’t Sell To Broke People

They must be willing and able to spend money with you for the products and services
they need. Many people are willing but not able to do that. Others are able, but not
willing to spend money to address their business needs.

You have to find out how high a customer value is worth to the company to help use
that information when selling your services.

For example:

Taco Bell - $0.13 a customer

Plastic Surgeon - $20k a customer

The Math

Let say you only get 1 client per month at $2,997 per build out.

1 client @ $2,997 x 12 months = $35,964

Then you can charge $997 a month (or take a piece of equity from the business) to
maintain the funnel for them.

Remember, if a new client is worth $20,000 to them, why wouldn’t they pay you a small
percentage of what they make to get them.

secret #2 - Use the Results-First Cookie Cutter Method

Step #1 - Get Results First (AKA work for free)

For example: Russell’s friend went into a clothing store and asked if he could fold shirts
for free. He worked for free and then left, coming back the next day and folding clothes

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again. The manager asked what he was doing and offered him a job and fired someone
else to give it to him

Step #2 - Leverage That Result

Figure out our market. Go to someone and blow their mind with a funnel. Get a
testimonial from them that you can use to sell to others in that same market or in your
business.

Another way to get clients is to get results with a specific funnel type (like Russell’s book
funnel for example) and then brag about it to everyone you know!!

For example: Russell bragged about his book funnel to Tony Robbins, and as a results
was able to work with him on his book funnel as well.

5 Core strategies To Get More Clients

● Share Funnels - Make a cool funnel and give it away for free. People will have to
sign up for a ClickFunnels account to use it and you get recurring commission for
each sign up.

● “Area Exclusive” letter – Russell got the idea from Dan Kennedy. Groupon’s
biggest offer ever was for laser hair removal and when Russell saw that he sent
an Express Mail letter to all 12 laser hair removal companies in his area offering
them a free funnel for their website. Told them first person to call got the funnel
and within 48 hours he had 4 people calling him and several people offering to
pay him money for his free funnel. You could easily duplicate your results in other
cities close to you.

● (FAST) custom funnels - Build someone a website or improve upon their existing
website, take a screenshot of the new website, email them a photo and ask if
they want it. Make it in a niche and go from place to place until it sells.

● Make their funnel un-ugly - For example: Tony Robbins had an autoplay video
under the fold of his old website. Russell agreed to fix it for free because he knew
it would turn into future business. To do this with any business, simply click on
Facebook ads, go to their pages and then to their websites. If they are ugly,
design them a nicer website and sell it to them.

● Traffic Hacking - People will pay you a lot more to get them traffic. Archive places
that sell niche traffic – For example: DentalTown.com has an email list of 52,000

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dentists and for just $7,500 per email blast, you can contact them. Could you
setup lead generating websites locally with ClickFunnels and then sell those
leads to local businesses.

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 expert evolution (Finding Your Voice)
Garrett White

Wake Up Warrior

Wake Up Warrior helps men improve their marriage, family and health.

They have sold out 24 weeks of their program and currently have 200+ graduates.

Garrett used to be loud to cover his own sense of inadequacy.

He wanted to learn tactics; he was tired of hearing that he needed a new vision.

He wasn’t ready to listen until 2005.

That’s when he realized he needed to change some things about himself, but he didn’t
want to because money was good.

He started going barefoot and thinking he was the most important thing ever.

He perpetuated the Be, Do, Have philosophy.

Be powerful - Do powerful things - Have things powerful things.

But a storm was coming.

step 1: Can you hear the voice inside of you calling you to do big
things?

The universe had a way of reaching him - a tsunami was on the way to make him listen.

Eckhart Tolbert starts his events by sitting quietly in a chair for minute, and then saying
“You may be wondering when this meeting is going to begin.”

Garrett didn’t get it because he wasn’t listening to the voice inside him.

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People who want to become an expert never become an expert because they try to
hack it and don’t put in the work.

step 2: once you hear the voice, you actually have to do it.

Don’t worry if you have the “qualifications.” No one is going to give you permission to do
anything, except the voice inside of you.

The voice had Garrett walk from the religion he was raised in and the businesses he
had built. It was scary at first.

Step 3 - start to become something better.

It’s not Be –> Do –> Have

It’s HEAR –> have the courage to DO –> THEN you can BE

You have to have the courage to step into the unknown.

If you don’t, you will never be an expert, and your life will never be your own.

Your voice is speaking to you today, right now.

Many people will say they would follow the warrior way but they don’t like “the F word.”

Stop making excuses and being offended by things you don’t like.

The thing that you often push away is often the thing you need to embrace.

Love yourself - it doesn’t matter if some people don’t like you, because no matter what
you do, someone isn’t going to like it.

Garrett wasn’t trying to become a marketer - he was trying to hear the voice inside of
him.

Garrett has nothing to hide. He’s not worried about someone finding something out
about him. He is open and doesn’t bullshit people.

Be yourself - don’t pretend to be someone you aren’t.

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One day, he heard the voice say he could buy a certain program. His life was a mess,
but he didn’t want to make the investment. He watched the countdown timer, hoping it
would hit zero so he didn’t have to make the decision before the timer struck zero.

He ended up going to the event with no money because he spent it all on the course.
He left the airport and walked to the event to save money. He followed what he learned
at that event and started becoming.

Wake Up Warrior was not his intention, but it’s what happened when he listened to the
voice inside him.

What is the thing you know you need to do?

You are hearing something right now. Not these words, but the voice inside you.

Write down what you are hearing.

Garrett is just a guy doing what he hears.

You need to do what you hear.

Share it with someone now while it is in your mind.

Here are my suggestions:

1. Stop lying
2. Do the shit you keep avoiding

Hear it –> Do it –> Be it

You’ll become the expert without even realizing you are.

How will you know when you reach that point?

The marketplace will tell you that you are an expert because people will begin to follow
you. They will pay you, and they will be excited to do so

WakeUpWarrior.com - watch the movies

Garrett’s camera guy met him ten years ago at age 14. He was a homeschool kid who
couldn’t do math and other schoolwork. He wanted to do real things like real estate
seminars.

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He went to one of those seminars and met Garrett. Wake Up Warrior started to grow
when Garrett started listening to the voice inside him. It grew more when he let other
people in. It can be lonely to pursue your voice alone.

You are going to be faced with tough decisions when you listen to the voice inside of
you.

1. Don’t be ashamed of where you are - don’t hide.

2. Don’t be loyal to everyone - be loyal to your family and those who pay you.
3. Surround yourself with people who empower you, eliminate those who don’t.

The camera guy approached Garrett and said, “I don’t know how I can help you, but I’m
meant to work with you. I’m staying in the parking garage right now, but all I know is that
I am supposed to work with you.”

Listen to people who approach you and want to help. They might be the people who can
support and help you. Everyone needs some help.

Don’t be ashamed of your story.

Your team is important - when you listen to your voice, at first it will just be you. As
things grow, your team will grow.

Invest in mentors. Invest in education. Hustle and figure out the things you need to do.

ClickFunnels is easy. If you complicate it, you may as well tap out.

Russell listened to the voice inside him. He wasn’t trying to build software. He was
trying to build a cannon to get his message out.

Listen to the voice inside you.

Tips To Hear The Voice Inside of You

1. Be real about the facts. Logically tell the truth about where you are and where you
want to go. Inside of the truth is power. Know where you want to go. Be honest about
where you really want to go - don’t downplay it or make it bigger than what you really
want.

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2. Get raw - show your emotions. Don’t come across robotic. Get your emotion out
with the Walk of Release. Walk and let your emotions out. Be real about how you’re
feelings. When you are real, you can hear. When you real, you get the courage to do
what you need to do.

Garrett uses his voice app to record himself talking on his daily walks and listens back
to coach himself and better hear the voice inside of him.

3. Be relevant. I heard it, I want to do it… but I need (one more update, one more
course, one more…) What if it doesn’t work?

It won’t work at first - you suck, just like you’ve always sucked at anything new! Do it
anyway.

On some of Garrett’s first videos, half of his face wasn’t even on camera. The voice
said, “post it to YouTube.” His ego said “but everyone will see it!”

The truth was “No, they won’t… it sucks!”

You know what you need to do, and it’s scary. Your mind is telling you that you’re too
old, too whatever.

Hear and do what you need to do. Then listen again, and do what you hear. Just keep
doing it. Next thing you know, you will become and people’s lives will start to change,
and you have made a difference. You have become your message.

Hear the voice.

Do what it tell you - no matter how difficult.

Become your message - not because you tried, but because you did the work.

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 Funnel stacking
Russell Brunson

Funnel stacking

There are funnels that do particular things for you and your business.

Your entire business strategy is also a funnel that should be mapped out in front of you.

You need to know how to offer people something at the right time and how each funnel
can stack on top of the next one.

It’s important to look at the progression of funnels in your business.

● Tripwire Funnel
● Webinar Funnel
● High-Ticket Funnel

Book: Funnel Stacking - 3 Core Funnels and How They Work Together

Funnel University - Free book when you sign up

It’s also important to look at the different temperatures of traffic in your business:
● Cold traffic (people brand new to the market)
● Warm traffic (people who understand the market, but don’t know you yet)
● Hot traffic (your customers)

Imagine going into the mall food court and yelling out, “Who wants my product on
funnels?!”

No one will buy because they don’t understand the language of that specific market.

You would want to say, “Who wants my product on how to make money on the
internet?!”

Some people would take it because they understand what you are saying, and they
want that.

Use the right language, typically broad, non-technical language, especially when you
are advertising to cold traffic.

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Tripwire Funnel

1. squeeze Page (Free Book! - DotCom Secrets)

The numbers

Total Visitors - 200,000

Contact Information - 35,352

Purchases - 27,636

Purchase conversion rate -

14%

2. order form bump - add a physical copy of the book

65% of people who took the

physical book offer then took
the upsell bump from Russell at
first - now around 20-40%.

Dean Holland tried it and his

order bump is converting at
26%.

An order bump is a good way to

make money on your free +
shipping offers.

Average cart value:

Book Offer - $219,706.20

Order Bump - $286,306
Total revenue - $506,012

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The average revenue per book sold was $18.31. The average Facebook ad cost per
lead for the free book offer was $12

If you have a breakeven front end offer, you got a customer for free and that’s amazing.

Upsell #1 (The Next Thing)

Don’t offer them the same thing they just ordered - offer them the next thing that will
help them get closer to their goals.

Russell tried selling a split testing book - the upsell was more split test stuff… and it
wasn’t converting.

Why?

Once someone buys the book, they feel as if they already solved the problem and
“scratched that itch”. Don’t offer them more of the same thing. Sell them the next thing
they need.

Instead of offering more split testing, offer a product on how to get traffic.

The goal of the upsell is not to sell someone on the concept - they already bought in.
You got the first yes.

The upsell video should only a few minutes long and tell them, “This is the next thing
you need - at a discounted price.”

Upsell numbers

I bought a copy of Russell’s book just to get you this upsell information. You are
welcome ;)

Upsell Video Script Example: https://www.youtube.com/watch?v=24FheRBaG0Y

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Order From Example:

OTO Visitors - 28,458

OTO Purchases - 1,274
VSL Conversion rate - 4%

This brought revenue for each book buyer up to $27.39

The Downsell

Nice if you offer something high-price and want to offer a split payment option to those
who couldn’t afford it.

Upsell #2 (the next thing)

The upsell for Russell’s book is the Perfect Webinar Script.

Upsell Video Script Example: https://www.youtube.com/watch?v=luaocpdLn5w

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Order Form Example:

OTO 2 Visitors - 24,615

OTO 2 Sales - 439
OTO 2 Conversion rate - 2%
This brought revenue for each book buyer up to $32.10

That’s why knowing your numbers is so important. You need to know your average cart
value and you need to know how much you can spend to acquire a new customer.

If you don’t know your average cart value, you are just guessing on how much you can
spend.

The offer Wall

Thank you so much for buying the book…

Step 1. Download your book here.

Step 2. Want to make money with our affiliate offer?
Step 3. Want some more free interesting stuff…?

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Offer Wall Example:

What if I don’t have a book?

There are other ways to do this funnel.

The secret Formula

Who do you want to attract as customers?

Where do they congregate - what groups are they in?

What is the bait to get those people to raise their hands?

Result is ascension through the funnel.

Example: Claim 10 Free Round Adhesive Hyperactive Targets (gun market)

Example: Get this $38 pair of cufflinks free as part of the FrenchCuffy.com promotion
(suit market)

Example: Get this $25 credit card knife free (survivalists)

Button text = YES! Send me my __________.

Russell’s #1 tripwire is the one-page The Perfect Webinar script and training.

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See it at PerfectWebinarSecrets.com

WeBINAR FUNNeL

After someone has the tripwire, there is a two-week period of time where Russell is
indoctrinating and sending them information related to the book.

The process takes two weeks because they are waiting for the book to arrive and he
doesn’t want to make an offer without them first getting what he promised them.

“Have you read the book yet?”

Webinars - Russell does these live about once a week - he also has one recorded.

The registration page - “How To Setup

Your Own 'Highly Profitable' Sales
Funnel Even If You Have NO Technical
Skills, In Less Than 5 Minutes...”

Button text = Register MY Seat NOW

The only thing that matters on the

webinar registration page is
CURIOSITY.

People will register and show up if they

don’t know what you are saying, but
they are curious about what you might
talk about.

Don’t use video on your webinar

registration page, use CURIOSITY
instead.

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Webinar Registration Thank You Page

Use a self-liquidating
offer to recoup your ad
spend and offer it on the
thank you page.

Choose a low-ticket item

such as an ebook, trial to
membership, etc.

Do this BEFORE the

class starts!

Russell has used this

method to sign up
15,000 free trials.

4,500 of these members

are still active, bringing in
$450k monthly recurring
income.

Indoctrination Pages

These are the things you do between the time they register and the time they show up.

Email - use picture of video with a play button that people will click. This leads them to a
video where you teach them something about what will be on the webinar.

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The Live event

Use the perfect webinar pitch to help close your offer. You need a really good offer to
begin with but these are the typical numbers Russell has seen with webinars.

Live webinar close rates:

● You want to be at least 5% profitable on the front end
● 10% - $1 million / year webinar
● 15% - $10 million / year webinar

Replay sequence

Use urgency / scarcity in your emails to push people to your replay page.

Send them cliff notes / transcripts by sending an email like this:

This is what you need to do NOW:

● Download the Cliff Notes now
● Watch the replay HERE
● Get the Funnel Hacks discount here

You will make the most sales the day of the webinar and the day the offer closes.

If your webinar offers a 6-week training course, wait until the course is over to introduce
the high-ticket funnel.

HIGH TICKeT FUNNeL

How do people find your high-ticket funnel?

You should have an email sequence for people who bought any of your products or
services.

Also, put it on the bottom of all thank you pages.

“Need my help…?”

Insert it into all buyer follow-up sequences.

When you are selling a high-ticket item, use testimonials, results and case studies.

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Desire Amplification Page

Increase the desire - tell them what will happen when they buy.

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Homework and Connection Page

Step 1 - Video making a connection that makes them trust and believe you

Step 2 - Here’s what to expect next (with homework)

Indoctrination Pages

Send them to pages that encourage them to call you

before you call them.

You can also use those pages to tell them more about
your program, provide other case studies, and get them
looking forward to being a part of the program.

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 Jump Manual
Jacob Hiller

About Jacob

In 2007, Jacob published an ebook about improving your vertical jump for playing
basketball. He has made $6 million in sales with no paid advertising.

He lives in a different country every 3 months with his wife and son. In total he has lived
in over 55 countries with his wife and son.

That is the life he wants to live.

What is it that YOU want to do?

The Hillbilly Marketing Funnel

Jacob’s story is not about creating and executing a master plan.

Knowing what he knows now… and what you probably know, he would probably do
things differently if he had to do them again.

But here’s how things happened….

He rarely strayed from the topic of jumping. He has been obsessed with it since he was
a child.

He and wife have run this business remotely from the beginning, staying in each country
between 3-8 months. He and his wife each carry one bag… and an xbox and
skateboard

Their son, who is 3, was born in Mexico and has lived in 35 different countries so far.

He and his wife travel the world and Jacob loves meeting up with his customers who
have bought Jump Manual.

Their dream was to wander around with a baby and a suitcase.

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What’s Your Dream?

If money were no object, what would you be doing?

Find your motivation.

What’s your breaking point?

Get and stay committed.

Your business is ultimately about creating whatever lifestyle you want.

Create time and money freedom.

Know what works - Know what doesn’t work.

In the beginning, Jacob’s greatest strength was ignorance. He just kept trying.

The more you fail, the luckier you get.

The best thing he ever did was take an awkward and imperfect first step.

He made videos about vertical jump training from his dorm room. He even tried to make
a green screen with a mattress and a green sheet. He looks nervous and pale on his
first videos.

People who watched his OLD videos on YouTube wanted more and asked if he had
something he could buy.

He didn’t.

He had no website, no product, and no plan. He was just fired up about jumping.

He kept sharing his interest and reacting to audience questions.

That’s when he realized he should get a website, create a product and have a merchant
account to take orders with.

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Turning Point #1 - stumbling Forward

First years of biz…

● Content - the hard way

● All the customer support - the wrong way
● Guest interviews
● Learning to be a vagabond
● Failing a ton
● Started split testing

I know what it’s like to wonder… does this work?

I tried hundreds of things that didn’t work.

I didn’t have technical expertise or resources.

I had no ad budget.

Hillbilly Content Marketing - How I Did It

Batching

Changing gears takes time. Create all your videos, tweets, articles, etc at the same time
so you can get in the groove.

Content Marketing - the good

● Free
● Good conversion
● Potentially lots of sales
● Great positioning and posturing

Content Marketing - the bad

● Can be time consuming
● Results are not guaranteed

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A Hillbilly’s Advice

Do your content marketing in 1-3 hours per week so you can spend the rest of your time
on other things.

Here’s how…

Get a list of questions - never make a content piece unless it addressed a question from
a viewer. Reciprocation = higher conversions overall.

Do one hour-long or 30-minute video where you read the question, say your answer and
then clap. The clap will let you or your outsourcer know where to cut the video.

Once the video is cut into one-question segments, schedule them out. You can use
Hootsuite for distribution.

Then have the videos transcribed into blog posts, FB, Twitter, Pinterest, etc.

The one hour of answering questions was fun and easy, but it gave him a ton of
content… and helped him connect with his audience.

YouTube Tips
● Video file name = video title
● 1st paragraph = video description
● Send to your email list
● Be yourself and only do one take
● Use claps to synch video

Create Review sites

Control the reviews of your product by creating a review site about your product or
service so people can get a taste of what they can expect once they buy from you.

Authority Interviews

● Send a benefit-based invite

● Do the interview
● Title it “Your name speaks with INTERVIEW GUY about _____”
● Put yourself on their level and gets customers associating you as an expert

Also, do an occasional press release to get some mainstream media coverage.

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Track your traffic with Ad Trackz Gold.

Then spend 3 hours per week doing video marketing, SEO, blog, social marketing.

For keyword research, you can use the language from the questions people ask you.

Videos

● Do 1 take
● Good audio is more important than good video
● Make your videos short and sweet
● Never close a loop… without opening another
● Create eternal product pain

For example: Here’s your question and my answer. That answer won’t solve your
problem completely though, but my product will, check it out here.

● Here’s what I'll show you

● Here’s why it’s important
● Here it is
● Here’s what I’m not telling you
● Here’s where you can get it

Winning Affiliates

Provide affiliates the tools they need to successfully sell your product and give a big
commission for each sale they make.

Step #1 - Gather influencers in your niche (partners, products) for your Dream 100.

Step #2 - Send an email

Email example:

Hi (Product Creator),

“Ran into your product and thought we might have an opportunity to cross promote.

In the very least, we’d love to have you guest post on our blog or YouTube channel

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I’m on Skype at ____, my number is ____.

Let me know if you have any interest…

NAME
WEBSITE”

Step #3 - Provide value by creating high value content for their blog or special pages for
their promotion.

Launch Template

“Welcome Coach Larry subscribers –> this video is for you”

Shoot for 2 collaborations per month and momentum will build.

Cultivate relationships and cross promote.

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How He’s Scaling

He built a funnel with ClickFunnels.

CPL (cost per lead) < EPL (earnings per lead) = SCALE

If your Cost per Lead is less than your Earnings per Lead, you can scale up your
business effortlessly.

Ad Funnel

Lead Magnet - FREE (example: Here is the best exercise to help you jump higher)

The magnet is based on their interest - power bouncing / vertical jumping / etc.

Tripwire - small PDF, guide and video - $7

Upsell - The Jump Manual - $47

outsourcing vs out-tasking

He would rather have a team than out-task each thing.

He pays $400-$600 per month for an assistant in the Philippines.

Hire from the Philippines at OnlineJobs.ph.

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What can a virtual assistant do?

● Email
● Website design
● Phone calls
● Video transcription
● Post articles
● Social media

He never looks in the inbox - only at emails in his folder put by assistant.

Have your assistants make tutorials about the jobs they do as they go and collect them
in one location so that if they quit, you can train their replacement with the videos.

Manage workflow with AGILE project management.

Keep high yield activities first.

SPRINT - get the important things done first

Use Asana to manage workflow.

Use the Pomodoro technique for focused units of work.

He stumbled through, but it still worked because he just kept doing stuff.

Imperfect action is better than not taking action at all.

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 People, Process, Product
Marcus Lemonis

It’s easy to stand up and talk about numbers and inventory.

What’s more important is how it all works.

It starts with what’s inside you - and why you think the way you think.

Why Marcus Thinks The Way He Think

The key to business success is vulnerability.

It was the summer of 1987 in Miami, FL and It was 9:30 at night. He had blood running
down his face. He didn’t care what happened to him. He was in 8th grade.

Throughout his childhood, he had a lot of awkwardness. He was overweight. He was

sexually abused. He was later adopted by two wonderful parents.

During his childhood, he was very lonely and didn’t fit in. He attempted suicide twice.

When he was in 8th grade, he decided he could die… or learn to reinvent himself and
start over.

He went to a new Catholic middle school with new people. He lost weight and got in
shape, but he was still awkward and not good at sports.

Have you ever had to reinvent yourself?

Sickness, divorce, failing business - a time you had to start over?

His senior year of high school, he told his mom that he was going to go to Milwaukee,
WI to go to college. He wanted to get far away from everyone he knew.

It was a second chance to start over. He thought he would be tan and cool.

His tan faded, and he wasn’t cool.

He kept seeing the same pattern repeat itself.

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He gravitated toward working with the university where he became the student advocate
for the university and went to city council on their behalf.

Then one day, he got a call from the registrar’s office, who said they had a problem.

He was a senior, but didn’t take a language his freshman year.

He had to take advanced Spanish every day at 8 AM.

The first day of class, he approached the teacher and said, “You’re the Spanish
teacher? Can I talk to you outside?”

He was not confident before this moment.

“Do you have tenure? I’m going to make you an offer. I’ll come to class - you pass me,
and I’ll get you tenure.”

She said to sit back down.

He said, “If you walk away, the offer is off the table.” She walked away.

He went to President of University (priest) - “I can’t go talk to city council anymore. I

have Spanish class every morning, and I can’t do it.

BTW, I offered the Spanish professor tenure so you might get a call.”

He ended up not going to Spanish class, passing it and continued to help them with city
council.

In that moment, he realized that he knew what he was going to do in life.

He was going to find people that needed things, and bring those people together.

He was good at math and talking with people.

Marcus told this story to make a connection with the audience.

That is the secret to business - make a connection with people.

You have to be extremely vulnerable and honest.

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No one likes a show-off.

We all do business with people we can cheer for.

Marcus went around the audience asking people to tell something embarrassing that
people don’t know that is hard to say - something that creates a connection with
Marcus.

Person 1 - “My childhood was rough. I didn’t have a relationship with my dad. My mom
has troubles and our relationship is just okay. It’s hard to have relationship with my
stepsister. Business is a chance for me to control the outcome of my situation”

Marcus - Telling people about yourself is powerful - it helps people connect with you.

Person 2 - “I’ve played the victim card a lot. I’ve been sexually abused. I’ve been in car
accidents. I also am in my own business as a project manager to have the control. My
fear is dying without doing the things I want to do. I want to start equestrian therapy for
survivors of abuse.”

Marcus used to have a fear that the people who work with him will realize he’s a fake.
Then he realized he needs to be open and vulnerable.

Person 3 - “I opened real estate offices and felt like I had to fake it until I made it.” His
wife said he doesn’t like to feel vulnerable. People expect him to be a go-getter. As his
wife talked, he started crying. His wife thinks he cries because he gets frustrated. He
wants to focus on his dream.

Marcus helps small businesses for one reason - he felt like an underdog his whole life.

Definition of small business = underdog

He wanted to change the way we think about small business. That it is cool.

Kids today believe that they can do anything.

It’s cool to be a business owner again, but it’s still scary.

Do you love everyone you work with or do you wish someone wasn’t there?

People who stood and said they wished someone wasn’t there at work - shame on you.

People are the most important thing. You need to work it out.

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Person 4 - “I own (name withheld) and do strategy work for therapists. There is
someone that works there who has pulled way back. I don’t feel like I can find someone
else, but the person says she needs space.”

People come to work for us because they are followers who are looking for leaders. The
followers need guidance and structure. When you hire someone, you are taking their
livelihood into their hands - their mortgage, their insurance, etc. We need to personalize
the relationship.

If you are having trouble with someone you work with, go to them and repair the
relationship. Tell them that the stress between you is your fault, that you failed them,
and that you want to repair the relationship. “I want to start clean today. Is that
possible?” If you vulnerable with them, they will probably respond positively to you. If
they don’t in that moment, they never will.

The people you work with are your family. If the relationship breaks, you repair the
relationship.

When Marcus works with people, he spends the first two days getting to know them as
people, and what makes them tick. Then he can move forward.

Product and process are important… but people are the MOST important.

If there is a good person who has a broken product or process, Marcus will still work
with them. They can move to a different product or process. The person is what matters.

Your Product

Think about your product as a consumer. “Would I buy this product for this price? What
are my other options? Would I buy it from myself?”

Person went to mic to try his pitch. “I used to be a trash man working two jobs, now I’m
the cash man. My book From Trash Man to Cash Man has sold 140,000 copies, and
now I’m a millionaire and want to help you too.”

Marcus - It captivated me that you had two jobs. I took that to mean you did whatever
you had to do to provide for your family. You lost me when you said you were a
millionaire.

Play to your audience.

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Next person to try their product pitch - Jay with Cloud Dunk

“I was a business owner too - I used to struggle with managing inventory, etc. So I
dedicated myself to creating a cloud-based software where all of those things could be
managed in one place.”

Your Process

How do you determine if your business has bad service or delivery?

Use surveys and focus groups.

But more importantly, take yourself through your process as a user.

Be tough on yourself.

Ask your family members to do the same thing.

Come up with ways to come up with data that is honest.

Q and A with Marcus

Q: Do you have financial information on a business before you meet them on the
show?

A: No, before he goes to a business he does not have financial information. He’s not an
actor and wants his reactions to be authentic.

Marcus is a big believer that more business should be done on handshakes.

In the end, if someone is going to screw you… they will do it whether there is a piece of
paper or not.

If you can’t honor a handshake, what will it be like three years from now? Better to know
now and be able to cut bait after you see the “movie preview.”

Q: How do you reinvent yourself through business failures?

A: I reinvent myself more from personal failures. I am good at business, but bad at my
personal life. So I spend more time working on that.

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I feel that business failures are always my fault. You have to put bad relationships, bad
business decisions in a bubble and not let them contaminate future relationships and
business decisions.

Q: How do I get people to follow my organic food plan and give a testimonial?

A: Put a search box on your site. Give data with information about the food. Fill your site
with articles that support the food idea. Use content that drives credibility.

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FHL 2017 Notes

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 Creating a Mass Movement
Russell Brunson

Russell has been working on a new book for the past 18 months.

Book: Expert Secrets by Russell Brunson - launch date April 18th

It is a behind-the-scenes look at funnel marketing.

The first part of the book is about how to create a mass movement.

“How to Create a Mass Movement of People Who Will Pay for Your Advice”

Back when people were making ugly Adsense sites, Russell’s mentor encouraged him to stay
away from that “flash in the pan” and focus on building an audience / building a list / building
relationships.

An audience can get you through the low times in your business.

Creating a mass movement is the key to mass success.

What are the key things a mass movement has?

Russell studied business leaders, religious leaders, cult leaders, musician etc and found the
same three things in all of them.

1. Charismatic Leader (Attractive Character)

2. The Cause (Future)
3. New Opportunity (Vehicle for Change)

Once you understand the pattern, you can duplicate it.

The Charismatic Leader / Attractive Character

Resource: article - “​1,000 True Fans​” - Kevin Kelly

Anyone creating works of art only needs 1,000 true fans to make a living. A true fan will buy
everything you put out. They will travel to see you.

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1,000 true fans is the goal.

If you can reach 1,000 true fans you are free to create your art.

In our life we go through a cycle.

Growth → Contribution
Student → Expert

You can only grow so much through books, seminars and trainings.

The only way to continue to grow is to transition from growth to contribution.

Then you grow through other people.

Maybe you are scared to share your message.

No matter what you try, at the beginning it will suck… because you suck. The more you do it,
the less you will suck, until you suck so little… that you are good. - Garrett White

The more you do it, the easier it will be to find your voice.

Four years ago, Russell was too nervous to even look into the camera in his JV video.

Now he is comfortable because he has done it so many times.

How to Be the Attractive Character

● Live the life your audience wishes they could live (be visible - video, Snapchat, etc) and
then share it
● Maintain absolute certainty (self-confidence is for kids - if you are going to be a leader,
you need absolute certainty. The person with absolute certainty always wins)
● Don’t be boring (Be excited about what you’re talking about, so others can be excited)

Prolific Index

Crazy → Prolific → Mainstream → Prolific → Crazy

If you are mainstream or crazy, the masses will not follow you. You need to be prolific.

Crazy - Eat the Sun (lose weight by eating sunlight instead of food)
Mainstream - Four Food Groups / Food Pyramid (mainstream, boring)
Prolific - Bulletproof Coffee (put butter in your coffee to lose weight)

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Create Your Own Market

Don’t “pick a niche” - create a market.

The three big markets are health, wealth and relationships.

The first people in those markets were fishing in blue ocean - it was easy.

The people who came later were fishing in red oceans - it is harder. As more people come in,
it’s hard to sustain.

How do you move to a blue ocean?

Specialize. The three markets split into sub-markets. For examples, business splits into real
estate, sales, investing, etc.

Then those sub-markets become saturated as well. So you need to specialize even further.

Don’t jump in and copy someone. Study the process and create your own market. Carve out
your spot in the ecosystem - what can you create that is your own little blue ocean inside the
market?

3 markets → sub-market → niche

Creating the Cause (future based)

The cause is your “cult-ture.”

Example: the Crossfit Cult

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Creating Your Own CULT-ure

Step #1 - Where can they place their hope and faith?

George Bush (a proud tradition) vs. Bill Clinton (time to change America)

John McCain (country first) vs. Barack Obama (Change!)

Hillary Clinton (Fighting for Us) vs. Trump (Make America Great Again)

People are looking toward the future. They want change.

Theme for this event - “You’re just one funnel away…”

Gary Halbert - “You’re just one sales letter away from being rich.”

Russell left off “being rich” because everyone has a different purpose.

One funnel can change everything… but that change will look different for different people.

Pretend like you’re running for president. Come up with a slogan of change that will reach your
intended audience.

What will get your people fired up to follow you?

Step #2 - Help Your Audience Break Their 4 Minute Mile

Russell’s 4-minute mile occurred on August 17th, 2004.

His goal before that was to make $1,000 a month.

He had like 6 customers. He was away at a retreat and went to the public library to check his
emails.

He received an email from John Reese. The subject line was “We did it.”

They launched Traffic Secrets and made a million dollars in 18 hours by selling 1,000 copies at
$1,000 each.

That email changed Russell’s thinking and his goals changed. His new goal was to make a
million dollars a year.

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The next year he was only $100k short of making a million. They same thing happened the
second year. The third year he reach his million dollar goal.

John Reese showed him that it was possible.

Russell’s challenge - “You Too Can Create a Million Dollar Funnel…”

Almost 100 people have done so already. (2 comma club)

Step #3 - Help Them Self Identify

People who left Click Funnels had not tried the software.

So they started shipping a free Funnel Hacker shirt to everyone who watched the first training
video.

That dropped their churn rate in half.

Russell is trying to make “funnel hacker” part of how the audience self-identifies.

You should have your brand on a t-shirt for your audience.

Step #4 - Title of Liberty

Identify the charismatic leader → Identify the movement → Us vs. Them → Who you are

Have something that your people can rally around - a manifesto.

Russell decided to film a reality show like House Flippers, but flipping internet businesses.

Video - “We are funnel hackers, and these are our stories.”

Us vs. the big brands

Step three is the key to the whole thing.

Step #3 - New Opportunity (Vehicle of Change)

It’s the difference between a business making $100k a year or $100 million a year.

We usually make improvement offers, but there is resistance.

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If your message is “Get faster,” your audience has to admit they're slow. If your message is
“Lose weight,” they have to admit they’re overweight.

Instead of improvement offers, you have to show them a new opportunity.

Examples: Hitler, Jesus

The leader isn’t teaching how to make the current status better / improvements / advancements.

The leader is showing them a new opportunity.

Why People Don’t Want Improvement Offers

● Improvement is HARD
● Desire vs. Ambition (99% vs 1%) New opportunity plays on desire.
● Memories of poor past decisions
● Commodity pricing (you’re in a red ocean) In a blue ocean, you can charge whatever you
want. If you’re not the cheapest, be the most expensive.

Every buying decision you make is based on status.

Status Increase vs Status Decrease

People buy really nice cars to increase status.

How can you create an offer that will give change and increase their status?

Why People Crave New Opportunities

● New Discovery (wanting to be the one to share a viral video)

● No Pain of Disconnect (no remembering past failures because it’s new)
● Dream Replacement (they are currently in an opportunity trying to get results. Tell them,
“The vehicle you are in sucks. Here is this new thing.”)
● Greener Pastures

The New Opportunity

1. Opportunity Switching - the vehicle you are in is no good - we’re going to switch you to
this one
2. Opportunity Stacking - they like the opportunity they are in, but you are stacking an
additional opportunity

Usually you will be using opportunity switching.

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Wealth → Real Estate → Internet Marketing

Switch them from their current niche to your niche.

Opportunity Stacking

Click Funnels → Funnel Scripts

If you keep switching opportunities, people will lose faith in you.

You only have them switch once - from where they are to where you are.

After that you are stacking new opportunities within the opportunity you switched them to
initially.

One switch - many stacks

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 The Big Idea
Todd Brown

The Secret to Engineering a Mega-Hit Customer Acquisition Funnel

Just one home run marketing funnel can change your business and life.

Do NOT ever underestimate the task at hand when it comes to moving prospects to buy. It
takes extreme, extraordinary measures to compel people to act!

People are hit with many marketing messages and have become jaded.

4 Message Elements

1. The Big Idea

2. The Lead
3. The Marketing Argument
4. The Offer

“We are really in the IDEA business!” - Mark Michael Masterson (Agora)

Agora does half a billion a year in information / newsletter marketing.

Underneath every offer you release is an idea.

That idea should be interesting, relevant and compelling.

It’s all about the idea before anything else.

The #1 goal is to come up with interesting ideas that will grab your prospective customer’s
attention.

Why a Big Idea?

● Every marketing funnel is built on an idea / concept

● Prospects are bombarded with claims (that roll off their back)
● Prospects are bored
● The “proliferation of the formulaic” (copycats don’t break through the noise. People put
what you are doing into a bucket. You need to prevent that)

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 ● Overcoming the “Categorical Imperative”

Book Example:

How to Outsource: Outsourcing Business for Profit Explained

Vs.
The 4-Hour Workweek​ - Timothy Ferriss

What’s the difference between these two?

The BIG IDEA

They both are on the topic of outsourcing.

The book is on the left is generic. The 4-Hour Workweek has a big idea.

The difference in impact, reach, money is the big idea.

The BIG IDEA is the advertisement (hook) for your funnel (not the offer).

Bring an idea that is NEW.

Mike Filsaime - Butterfly Marketing (viral marketing)

Frank Kern - Mass Control (email marketing)

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There is a difference between marketing and selling.

Selling is about product, pricing, features, bonuses, etc.

Marketing is about the customer.

The purpose of marketing is to make selling superfluous.

Where do your prospects fall on the promise exposure spectrum?

Promise → Promise Expanded → Promise + Unique Mechanism → Promise + Expanded

Mechanism → Prospect

What claims and promises have your prospects already heard?

You have to have something new and different to say.

This idea of the Promise Exposure Spectrum came from the book Breakthrough Advertising
written by Eugene Schwartz.

This book is sadly usually out of print (you can buy one used for $300 on Amazon) or you can
reach out to​ ​Brian Kurtz​ who owns the publishing rights and see if he has a copy in stock to sell
you (usually for $100 or so).

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If your market is at level 3, and you start at level 1, you will struggle in your business.

Immature positioning - Natural Weight Loss, Get Rich on the Internet

The single biggest reason for poor sales conversions from any marketing funnel is an immature
marketing message.

“New railroad across America” vs. “How to make money in the stock market”

Elements of the Big Idea

● One Great Idea (not a mix of mediocre ideas)

● Big, believable promise of transformation, result, outcome
● Unique: original, unexpected, different from that prospects expect
● New and Fresh
● Specific
● Arresting / Startling
● Easy to Grasp

The Big Idea Formula

E.C. (P.P. + U.M.) + I.I. = B.I.

E.C. = Emotionally compelling

P.P. = Primary Promise
U.M. = Unique Mechanism
I.I. = Intellectually Interesting (gives prospect “aha” feeling)
B.I. = Big Idea

Primary Promise​ - big, bold, believable, true

● Start with “blue sky,” top notch, the best.

● Then back off until it is believable.
● Your prospect should say, “This changes everything. I want this.”

Unique Mechanism
The unique mechanism gives them hope in themselves and the results they want to achieve
and that this time it’s going to be different.

Intellectually Interesting

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Most marketers miss making it intellectually interesting. Give the feeling of discovery so that
they would want to learn more about the mechanism / idea… even if the promise wasn’t
attached.

Intellectually Interesting = Curiosity based

Examples:

● *** Urgent IPO Investment Opportunity ***

● New “Gene Hacking” Technology Ends All Disease
● MIT Technology Review called it “the biggest biotech discovery of the century…”
● American Apocalypse - historical event is about to change our way of life, will you know
what to do?
● Fountain of Youth Discovered! Fact or Fairy Tale?
● Tiny Biotech Unveils “Single Shot” Cure for Heart Disease
● The Mysterious Powers of Track #8
● The Rise of Financial Terrorism
● FDA Grants Favor to Little Known Company

Use Metaphors!

Metaphors are one of the most powerful devices you can add to your marketing.

1. Connecting the unknown to the known

2. Connecting the known to the unknown (hiding the common)

“Viagra for the Brain” = Neuroflexyn

“Like a Living, Breathing Sales Person” - Smart Sales Funnel

Book: Breakthrough Advertising

Gene Schwartz - “You don’t GET an idea or a headline. You dig it out of the product. Your read,
listen, experiment. The creativity is not in you. It is in your market and your product. All you are
doing is joining the two together.”

Developing Big Ideas

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 ● Lots of ideas come from lots of input
● Need lots of ideas to come up with a Big Idea
● Ideas are all about looking for new or unusual combinations and / or connections
● You have to find an idea you believe, believe in, are excited about, and excited to tell
others.

The Teenage Mutant Ninja Turtle Technique

Look at what’s hot in your market.

Interests: mutants, turtles, ninjas

Audience: teens

Look for the story no one else is telling in your market.

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How to Sell Almost Anything Without Actually Selling
Anything
Russell Brunson

Five years ago, Russell was in a funk in his business. He wasn’t inspired to create and serve.
He wanted to have a boss to fire him so he could go back to bed.

A friend, Daegan Smith, reached out and reignited the spark in this business.

They talked about how artists create belief and excitement.

Our job is not to sell stuff. Our job is to create belief.

How to Create Belief

Concept: The One Thing

Tim Ferriss said his life is simple. He wakes up and drinks some coffee. Then he takes a walk
and spends time thinking. He’ll do this for 3-4 weeks trying to find the one big thing he can do
that will accomplish all the smaller things he wants done.

What is the one domino you can knock down that will bring the rest down?

What is the One Thing your prospects have to believe?

Can you complete this statement for your business?

“If I can make them believe that (my new opportunity) is the key to (what they desire most) and
is only attainable through (my specific vehicle) than all other objections and concerns become
irrelevant and they have to give me money.”

If your statement is NOT true

● You are NOT in the prolific zone

● This is NOT a new opportunity
● This is NOT a blue ocean

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Example: “If I can make them believe that (getting their bodies into a state of ketosis) is the key
to (losing weight) and is only attainable through (drinking Pruitt's ketones) then all other
objections and concerns become irrelevant and they have to give me money.”

Why do you personally believe that is true?

What is the experience you had that made this true for you?

Russell spoke to a group of people selling a ketosis product. He said they were selling it wrong.

They started drinking the ketone drink because at some point they had an epiphany.

Then they studied and learned all about it and started talking in technobabble.

They tried to sell to new prospects by using all the technobabble they don’t understand.

That’s how most of us are selling. You are stuck in the technobabble.

That is not what got you to buy, and it’s not what will convince your prospect to buy.

The way you sell stuff is to forget where you are now, and remember what give you the
epiphany.

Emotional not logical.

It’s the story you tell to get people to believe.

Russell’s epiphany on ketosis came at dinner one night. His friend was dipping his chicken in
butter. He said carbs burn too quickly. Protein is better, like a log. If you can train your body to
burn fat, it is like burning coal.

Russell made a video about it for them, and sales went up dramatically.

Step back and remember the epiphany you had in your business.

What is your origin story that made you believe?

The problem is people slip back into technobabble.

How to Kill Techno-Babble

Use the “Kinda Like” Bridge

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If you hit a technobabble word, stop. Then say, “It’s kinda like…”

What They Understand → It’s Kinda Like → New Concept

How to Make People FEEL…

If you want people to have the same epiphany you had, you can’t just tell them about it. You
have to get them in the same state you were in when you had it. Get people to feel what you
felt.

Example: Authors will spend 20-30 pages setting up a scene so you are in the same state as
the character so you can feel what the characters feel. The same thing happens in films.

Example: Magneto Scene

Russ’ Example: “I remember when I graduated. I realized I had no idea what I was going to do.
How was I going to provide for my family. I got a painful feeling in the pit of my stomach. I felt a
literal weight on my shoulders.”

Sell through stories that make people feel what you felt.

How to Replicate a Successful Story

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Every script follows this storyline.

Resource: ​The Hero’s Two Journeys

1. Character
2. Desire
3. Conflict

The desire doesn’t create the emotion. The conflict creates the emotion.

Character → Conflict → Desires

You have to care about the character / hero.

How to Build Rapport with the Character​ (you need at least 2 of the 5)

1. Victim
2. Jeopardy
3. Likeable
4. Funny
5. Powerful

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Desires

1. To win something
2. To retrieve something
3. To escape something
4. To stop something

The first 10% of the movie is to build rapport with the hero. Then the hero leaves on his journey.

● 1st Journey - Achievement

● 2nd Journey - Transformation

The hero not only reaches their achievement. They also go through a transformation that
changes them as a person. That 2nd journey is the one we feel.

Example: Movie - Cars: Lightning McQueen is the character. He desires to win the Piston Cup.
He’s powerful. He’s funny. Everyone likes him.

He ties for first place in a race and has to go on a journey to win another race before he can win
the Piston Cup.

He is embarrassed because he was sponsored by Rust Eaze. He also doesn’t have any friends.
You begin to build a rapport with Lightning McQueen.

He starts on his journey and then the conflict begins. He ends up in Radiator Springs and needs
to rebuild the road before he can leave.

He wants to win the Piston Cup, but all the experiences that happen to him change him. His
friends come to watch him. He is about to win the race. Then he sees the King is injured and
goes back to help him.

The 1st journey was never completed, but we love the movie because we care about the 2nd
journey - the transformation.

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How do we use this in our business?

The Epiphany Bridge Script

Backstory (desires - internal, external) → Wall / Journey → Epiphony / New Opportunity

Most people feel comfortable sharing their external desires (make money). It’s harder to share
the internal desires (I want love, acceptance, to make a difference).

When you share your internal desires, people will relate to you and bond with you.

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Then you hit the wall in the journey. It’s the current opportunity your audience is stuck in. You
probably got stuck at the same wall they did. “I wanted the result, but I hit this wall.”

So you had to go on a journey. This is where you share the emotion and struggles. That journey
leads to an epiphany. The epiphany leads to the new opportunity.

That leads to your achievement AND your transformation. The transformation makes your
audience believe.

The Epiphany Bridge Questions

1. The backstory - What is your backstory that gives us a vested interest in your journey?
2. Your desires - What is it that you were trying to accomplish? (external / internal)
3. The wall - What was the wall / problem that you hit without your current opportunity that
started you on this new journey?
4. The epiphany - What was the opportunity you experienced and new opportunity that you
discovered?
5. The plan - What was the plan you created to achieve your desires?
6. The conflict - What conflict did you experience along the way?
7. The achievement - What was the end result that you achieved?
8. The transformation - What was the transformation that you experienced?

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 Social Webinars
Brandon and Kaelin Poulin

Lady Boss​ - online personal training platform for women

The culture gives women an identity as a lady boss who will be successful.

The company was created by a husband / wife team.

Their Story … before ClickFunnels

They were making good money, and then sales just stopped. They weren’t able to pay rent or
for the things they needed. She would have a panic attack when she was trying to buy food
because she didn’t know when her card would go through and when it wouldn’t.

They were engaged and wanted to get married, but they couldn’t at that point.

They needed a change. They decided to build a business around their life instead of the other
way around.

Kaelin lost 65 pounds in 6 months and people began to follow her on social media.

They decided to build a fitness membership site, but they had no tech / online marketing
experience.

The Holy Grail

ClickFunnels found them. Brandon called the one friend he had who knew something about
selling online. They met for dinner, and he found out about ClickFunnels.

They didn’t know how to make it work. Then they saw the ad of Tony Robbins and Russell
Brunson and went to an Unleash the Power Within event.

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They decided to spend $1,000 for the Funnel Hacks masterclass training program. They freaked
out because it was all the money they had.

The Build Began

They stopped every 30 seconds to #dowhatRussellsays.

It would take them hours to do each 30 seconds of video. They stopped and implemented
everything right away.

They are not techy at all, but they knew they had to do it. They just jumped in and did it. It’s not
about perfection, it’s about taking action.

They made videos on their phones. They edited them with free editors online. They bought a
backdrop from Staples and put it up on their kitchen wall.

They decided to launch and started with an Ask campaign.

They weren’t sure if people would buy so they sold the product before they made it.

The Launch

They made their first two sales and started jumping around in their living room screaming, “It
works! It works!”

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By the end of that day, they had made $13,000 selling to 252 people.

Then they realized they had to build the product.

● $1,099 investment
● $220,000 first year
● $2,300,000 in 2016

Moral of the story - Give Russell your money, and do what he says, 30 seconds at a time.

The Top 6 Things Responsible for Our Success

Intangible

1. Your customer’s success is YOUR SUCCESS (you can start with one good testimony).
2. CULTURE is key. Give them an identity to step into. (be polarizing, manifesto, vocab
“spreading sparkle”, rules / people like to be told what to do, stickers, screensavers,
Facebook group / community)
3. AUTHENTICITY. Be yourself. Don’t try to be anyone else. Find your own personal
superpower. Be transparent.

Tangible

1. Be Facebook NATIVE. Fb ads → Leads Magnet → Sales page → 7 day free trial →
membership (Their ads aren’t “ads” - they look like typical viral videos / stand out by
blending in to FB)
2. You can’t SCALE ALONE. They started out being all things. Once you reach a certain
point, you need to let some parts of your business go so you can continue to grow.
3. Facebook Live WEBINARS. The perfect webinar by Russell is the perfect webinar. Don’t
change it. Use it on Facebook live. You eliminate bridges and get more people. (no
registering / already on FB / etc) Their FB Live did half a million dollars in two weeks.
Make sure you have a converting webinar before you take it to FB Live.

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 Copy Blocks
Jim Edwards

You’re one funnel away… from making your dreams come true.

Sales Copy Building Blocks and Scripts - the KEY to million dollar funnels in 1/100th of the time

Backstory - David and Goliath

Two armies didn’t get along. A giant from one side kept challenging someone from the other
side to fight him. A boy named David took what he had, a slingshot and five stones, and killed
Goliath.

David = Us (small and nimble)

Goliath = Corporate World (big budgets)
Sling = ClickFunnels
Stone = Sales Copy

Sales copy is the great equalizer. If you have a great offer, traffic will take care of itself. You will
be able to run ads profitably.

3 Steps to Beating Goliath

1. Make an offer
2. Get some traffic
3. Make your 1st sale

The hardest sale is the 1st sale.

After you get the 1st sale, you just wash, rinse and repeat.

Who is John Edwards?

● Selling online since 1997

● Self-taught copywriter and webmaster
● Best-selling author
● Used sales copy skills to go from dead broke to buying a house in 18 months

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In 1997, living in a single wide trailer.
Writing copy is the #1 thing he decided to get good at.

● Selling online since 1997 with okay results

● September 2000 I decided to get REALLY good at sales copy!
● 9 months later we moved into a real house
● And paid it off in 18 months

That is the power of a great sales message.

John is living proof that you are one funnel away from making all your current dreams come
true.

3 Types of Funnels

1. Belief Funnels
2. Income Funnels
3. Freedom Funnels

All work together to change your life.

You can start at one and move through all three.

Level 1: Belief Funnels

● The funnel which makes you think it will work for you
● You have to BELIEVE you can slay Goliath
● For him it was FSBO HELP (2001 - FSBO - For sale by owner)
● Took him 4 years to really dial it in (1997-2001)
● Get it up to enough to pay bills

Then he discovered the one-page sales funnel.

Overnight he had a 250% increase in sales.

Big Lesson: Make an offer on a 1-page sales letter.

Force people to make a YES or NO decision.

Love me or hate me - there is no money in the middle.

Level 2: Income Funnels

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These funnels KILL YOUR DAY JOB and let you do this full time.

For him, it was the 7 Day Ebook - “Write Your Own eBook in as Little as 7 Days”

Partnered with Joe Vitale to publish it.

Big Lesson: They don’t make you rich, but they set you up to be rich by replacing your income
and giving you time.

Level 3: Freedom Funnels

Buy your dream home - cash!

Buy a Rolls Royce - cash!

Make you millions!

A couple of his freedom funnels

$4 million in sales - mini site creator

$25k / month for 10 years - income creator

3 Things all Great Funnels Have in Common

1. Solve a market need - solution you are selling

2. Traffic - people saying yes or no
3. Sales copy - offer in your funnel

People struggle with sales copy.

Sales copy → Traffic → Results

#1 challenge: Getting your sales copy done fast and onto the funnel so you can run traffic and
see if it works

Key: your ability to create good sales copy FAST is what will take you to the next level

Which leads us to…

The “One Big Thing” of my presentation

The fastest way to write great copy is to NOT write copy.

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Use “building blocks” and scripts instead.

Eugene Schwartz: ​Breakthrough Advertising

“Copy is not written. Copy is assembled. You do not write copy. You assemble.”

Gary Halbert - “If you are in need of truly world-class copywriting, You are probably going to
have to learn to do it yourself.”

I’m not the greatest copywriter in the world, but I AM the greatest copywriter in the world that I
ever hired!

Nobody knows your audience and their needs better than you. Nobody can communicate with
them faster than you.

You need to become the best copywriter you’ve ever hired.

Big Secret: How LEGO-style “building blocks” and scripts hold the key to create amazing
sales messages in a flash

Great copy is timeless - just like LEGOs.

Timeless Topics:

● Make money
● Save money
● Save time
● Avoid effort
● Escape pain

Most people think writing great sales copy yourself means killing yourself for weeks to write
long-form sales letters.

Key: Stop thinking in terms of “writing” and start thinking in terms of interchangeable pieces you
can use over and over.

Most people think of them all as separate.

“First I have to write this, then I have to write this, then I have to write this!”

Nobody’s got time for that!

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Better Way: Use the same building blocks over and over

Building blocks are elements you use to create all you need.

Top 3 Items You Must be Able to Create Fast

1. Headlines
2. Bullets
3. Calls to action

Then your writing is 90% done.

Just follow the following three steps.

Step 1: Define your building blocks

● Topic
● Target
● Outcomes
● Desires
● Obstacles
● Benefits
● Fears
● Payoffs
● Problems
● Pain

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Step 2: Assemble the blocks into whatever sales copy you need using a blueprint

Headlines

● How to (payoff) without (pain)

● How Every (target) can (benefit) Even if You (pain)
● Secrets to (desire) Every (target) Needs to Know

Sales Copy Bullets

● (feature) so you can (benefit) which means you can (payoff) faster
● (feature) so you can get (outcome) without pain of (obstacle)

Call to Action

● Click here to (payoff)

● Click here to (desire)
● Click here to (benefit)
● Click here to (outcome)

Guarantee

If (what you sell) doesn’t show you exactly how to (benefit) or fails to help you (payoff) then you
will receive a full refund, no questions asked.

Tweet Scripts

● Struggling with (pain)?

● (Target) who wants to (desire)?
● This tool makes (topic) easier

Write 4-5 headlines and then split test.

Turn your sales copy into scripts. What used to take you hours will take you 10-15 minutes.

All sales copy jobs are just combinations of building blocks and scripts.

The only grade you get on your copy is the conversion rate.

Parts of a Sales Letter

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 ● Headline
● Sales Story
● Bullets
● Guarantee
● Call to Action

Parts of an Email

Point of the email is to get people to click the link.

● Subject Line
● Intro Problem
● Stimulate Desire
● Call to Action

Parts of a Video Sales Letter

● Headline
● Desire / Problem
● Bullets Build Pressure
● Call to Action

Big Idea / Bottom Line

1. Before you create copy, define your building blocks

2. Assemble them into any sales message you want without having to hire anyone

http://funnelscripts.com/fhl

Final Thoughts

The ability to create sales copy and then test and tweak your offers FAST is what makes your
dreams come true.

Creating sales copy is the #1 most important skill you can develop… and using building blocks
and scripts makes it easier.

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 Membership Funnels
Stu McLaren

Stu McLaren - Creator of Wishlist Member

The Gifted, The Hustler and the Romantic Nerd: The Story of a 3.35 Million Dollar Funnel

Marketing is like marriage.

The problem is that some people are trying to close the deal way too fast.

Do you remember your first sale?

Stu’s first sale was an eBook called Ideas for Halloween.

Tip: Don’t make your main product a seasonal product.

Tip: Don’t start the sale the week before the holiday ends.

He got one $7.95 sale from $900 in ad spend.

The Gifted

The natural - no matter what they do turns into gold

● Everything seems natural

● Charasmatic
● Turns to gold
● Creates funnel in 15 minutes

The Hustler

● Relentless
● Win because they won’t give up
● Practise, experiments, trial / error
● Gets results

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The Romantic Nerd

5-Part Strategy

Part 1: Connection - May to Mid July (45 to 90 second videos)

Using video to create the attractive character

● Values
● Beliefs
● Philosophy
● Opinions
● Cause
● What do you stand for?
● What is important to you?

If you see something that bugs / irritates you, get someone to kick the beehive and get you
going on that subject. Your beliefs and values come out quickly when you are fired up.

Gary V was working late the night before Christmas. It made Stu upset. He realized he valued
being with family.

In this phase, you need to be consistent. If you don’t, you will break trust very fast with your
audience.

“Love me or hate me, there is no money in the middle” - Jim Edwards

Part 2: Awareness (July - Mid August)

Told stories / case studies of people who had experienced the benefit of the vehicle

● Create awareness for the vehicle

● Stories of people experiencing the benefits of the vehicle
● These are NOT testimonials (customer stories - not about you)
● NOT about you
● Create belief in what is possible

Part 3: Desire (August 18th - 25th)

Three videos

Video 1: Make a case for the vehicle you’re selling (they should believe it’s possible)

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Video 2: Address internal challenges (limiting beliefs, self doubt, taking the “first step” - it’s
possible for me)

Video 3: Address the external challenges (provide a vision / blueprint / success path - it’s
possible for me today)

Process - Jeff Walker

Phase 4: Purchase (August 26th - September 4th)

● Sales letter
● Sales video
● Webinar
● FB Lives
● Live Casts
● Emails

Come from a place of confidence, knowing what you are offering will change the lives of people.

Phase 5: WOW (Sept. 5th - December 31st)

After someone buys, that is the beginning of the funnel for the thing you want to sell next. Knock
their socks off with what they just bought.

#1 Needle Mover

The balance of external vs internal (head vs heart) scientist vs artist

Venn Diagram - scientartist

Too heavy on the head, you sound like a used car salesman. Too heavy on the heart, you have
unicorns and rainbows, but no sales.

Lead with the external - follow it up with the internal

(head) In this first video, I’m going to show you a new blueprint for your business. Something
that gives you the resources to reach more people (heart) while connecting with your audience
in a deeper, more fulfilling way.

Stats

Part 1: Connection - Total views 424k views

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Part 2: Case Studies - 775k views

Part 3: Desire - 40k opt ins, 3,300 in FB group

Part 4: Purchase - 19% of people in free FB group purchased the course

Bring people together and give them a place to congregate

$2 million sales

Part 5: Results, comments, case studies

Can you do this?

● Build your team

● See what you do as art (including marketing)
● Build relationships

Conclusions

● Use multiple ways to sell

● Longer the runway, the higher you go

MarketingYOURbusiness.com​ - behind the scenes podcast

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 Follow-Up Funnels
Russell Brunson

In December alone, ClickFunnels made $16.49 for every dollar spent in follow-up funnels.

Break Even Funnel

This is the first funnel someone sees when they enter your world. You break even and get a
customer. You treat them well and they buy from you again.

Ads → Traffic → Break Even Funnel

Case Study: ​DotCom Secrets Book

Last Month’s Stats

● Leads = 5,410
● Book Sales = 2,395
● ACV = $30.81
● Ad Spend = $45k
● Profit $7,763.94

Perfect Webinar Script

Last Month’s Stats

Leads = 1,605
Profit = $4,775

MKT In Car MP3

Stats (image)

Last Month’s Break Even Funnels

FE revenue
Ad Spend
Profit = $14,417.69

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My “Million Dollar a year business” barely paying me $10k+ a month…

The $10k is the tip of the iceberg.

Hidden follow-up funnels make $16.49 for every dollar spent.

These often overlooked “second funnels” are invisible to the naked eye.

Tool: Actionetics - see who is coming to your site and get smart analytics on them. Find out who
they are and how you can best serve them. Show them different upsells / marketing messages
based on income / followers, etc.

Actionetics in not an email autoresponder. It is the future.

What’s Possible with Follow-Up Funnels

● Create a custom Facebook audience

● The NEW ClickFunnels Editor - save sections and use on other pages (survey funnel
app - tags, FB pixels / take to different pages depending on answers,
● Action Score - recency, frequency, monetary value, social - all customer info in one
place
● Smart Lists - kinda like a million motivational speakers running through your email list -
segment lists on the fly based on their actions
● Two-step order form - one shipping address / two credit card, order form bump

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 ● Digital table rush (social proof pushed to visitors as someone buys)
● Multidimensional closing - email, text, etc based on people doing step 1 / step 2
● If their credit card fails on upsell… please update your card
● Sticky Upsells - send email to FE buyers where they can get upsell in ONE CLICK
● Membership Upsells - one click to buy the upsell inside the members area
● New Funnel Stats - clicks, pageviews, earnings per click, average cart value for every
step of your funnel (where is my ROI coming from)
● New account dashboard - See your stats over time in the dashboard (whole account, by
funnel in real time) / see ROI on emails, ads in real time,
● Live contact activity feed - watch feed as people opt in, make a purchase, etc
● Smart list broadcasts - Age and ascend the relationship based on customer activity
● Actionetics email editor - beautifully designed email done easily
● Email stats dashboard - opens, purchases, page visited, money made, etc
● Sly broadcasts - step 1: the opt in / step 2: an auto voicemail
● Direct mail - send physical things to buyers step 1: opt in / step 2: auto direct mail place
● Magic social profile pop-ups - when someone visits your site again, pop-up with the
visitors FB image and a message
● FB Messenger Funnels (coming soon)
● Backpack - Run your entire affiliate program / sticky cookies (Affiliate will love you) If
someone opens link on one computer and buys later on phone, affiliate still gets sale

Can you do these things in Infusionsoft or Active Campaign? Nope

Important Questions

1. Do they drink their own Kool-Aid?

2. Are they using outdated technology?
3. Can they / will they shut you down? (aweber - 6x, Get Response - 4x, Icontact - 2 x,
Infusion 2x, Active Campaign 2x, Mailchimp 3x, Actionetics 0x

ImAllIn.com

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 Podcast Funnels
Justin and Tara Williams

How podcasting helped us launch three businesses before we had anything to sell

Podcasts let your audience get to know you in an intimate way that doesn’t happen in other
formats.

Backstory

Justin and Tara got married twelve years ago.

Justin dropped out of school with one semester left and convinced Tara to quit her job.

They wanted to start a business and become millionaires.

Instead they ended up $120,000 in debt within one year.

They moved in with some friends, and their 6-month old baby was sleeping in the closet.

Then their real estate business started going and they paid down the debt and rented a house.

Then in 2009, they ended up in debt again.

In 2011, things started to click. They did more that year than the past four years combined.

They bought their dream house near the beach. Justin had systems in place and only needed
work a few hours a week, but he got really bored.

He decided to learn online marketing and looked for a podcast about it.

He found John Dumas who encouraged him to start his own podcast about how to flip houses.

Within one year, he decided to throw in the towel and end his podcast because it was taking 60
hours a week, and he only made $30k a year from it.

Then he met Russell Brunson and made over one million the next year in their online business.

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Why a Podcast?

It’s a great way to build the right audience. The people who don’t like your message, leave. The
ones who do like your message, stay.

How a Podcast Helped Us Create a 7 Figure Business

● Created a podcast, shared content and our story

● Sold entry level program
● Delivered a ton of value
● Customers become raving fans
● Raving fans helped us create testimonials
● Community grew to 700 members
● This allowed us to launch our $25k group - 13 members from a few emails
● This allowed our even Flip Hacking LIve to be a success
● At FHL launched our $10k group - 20 people signed up
● Each piece builds on the next one, like creating a building one block at a time

Podcast Funnel

Podcast Value Ladder

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What Works Best?

1. Use Podcast to Create a Following (opt in and tell you what they want)
2. Launch Your Program or Product (sell them what they want)
3. Get Paid to Create Your Program (get paid to create it)
4. Customers Become Your Tribe (testimonials, value ladder)

Steps to Launching a Podcast

● Choose a theme
● Choose a name
● Create cover art
● Create podcast summary
● Create intro and outro
● Create at least 3 podcasts for launch (1 intro, 2 podcasts)
● Create landing page for call to action at end of podcast
● Create social media sites to share your podcasts
● Submit to iTunes to be approved
● Set up strategy for ratings and reviews

Don’t hide behind the podcast just giving information… be yourself / share your story / sell.
People respond to personal sharing the most.

Steps to Each Podcast

● Record and edit content: add intro / outro and CTA (Adobe Audition)
● Upload to iTunes, Add info, tags, cover art
● Upload to publishing site, add info and schedule
● Create image for podcast (Canva)
● Post on your website and social media

Tips to Starting a Podcast

● The podcast is the thing to get you to the thing… it’s not the thing
● Start with 3 podcasts. The first to introduce and 2 in the cannon.
● Ratings and Reviews strategy
● Capture emails, use CTAs, interview your own success stories, etc
● Sell your product! Or else you’ll reach burn out and die…
● Be you - keep it real!

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Cool Stuff to Make $$$ and Help People

● Urgency / Scarcity
● Remind people how awesome it is
● Copy / sales / epiphony bridges / etc
● Nail it then scale it! Exponential growth
● Secrets / underground / exclusive
● Humor / entertainment
● Testimonials

Video: Warning: Do NOT Watch This

FlipHackingLive.com

The Realities of a Launch

Sometimes you hit resistance.

These are the things that happened to them.

● Pneumonia
● Son cut thumb
● Mean email from previous mentor
● Cat got scabies
● Notice of being audited
● Cracks in walls
● Pipes started whistling
● Flat tire
● Phone broke
● Merchant account shut down
● Dishwasher broke down

What does this all mean to you?

If your list doesn’t look that bad, I don’t want to hear it.

Get out there and get it done.

You just have to get to launch day and everything will be okay.

Keep moving forward, one step at a time!

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 Young Entrepreneurs
Emily Shay, Caleb Maddix

Emily Shay - a 12 year old girl who sold a book on planning the perfect sleepover door to door
and made $20,000.

Princess of the Pitch

When she was 10 years old, she wanted a phone. She decided to sell Girl Scout cookies to get
one. Then she realized she had to sell a “billion” cookies to earn a phone.

So she decided to get the money a different way.

She asked her dad who said, “If you want money, start a business.”

Her wrote a book called The Five Steps to the Perfect Sleepover.

She went door to door selling her book - mostly at car dealerships between Jacksonville and
Miami.

She made over $20k and got her phone.

Once she got good at it, she got tired of driving everywhere to make sales, and working all day.

Then she had an epiphany.

She went to car dealers because she could speak to more than one person at a time.

That worked so she took the thought further.

What if she could sell online and get her message out to even more people?

She thought it would be too hard - until she found ClickFunnels.

Now she creates trainings to help other kids make money online.

She’s a funnel hacker.

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3 Things I learned as a Funnel Hacker

1. You’re not too small for your dreams and your dreams are not too big for you.

She wants to help other kids write and sell books.

2. Don’t put limits on your goals / dreams. The limit used to be the ground. Now we have planes
and space ships.

The sky’s the limit? - There are footprints on the moon!

3. You’re not a failure - you’re a dreamer on a mission.

Sometimes you make a funnel and sometimes a funnel makes you.

Get clear on who you want to help and how you want to help them.

Funnel hacking is not about making funnels, it’s about making a difference.

Is what you’re doing worth living for?

Funnel hacking isn’t about money, it’s about movements.

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 Caleb Maddix

Caleb has authored 4 books and makes $100’s of thousands of dollars spreading his message.

As adults, we over complicate things too much.

Caleb Maddix

● Keys for Success for Kids

● How I Made $100k by 14 Years Old
● Keys to Success for Kids 2.0
● How You Can Have it All - Matt Maddix
● TV appearances
● Ted Talk
● Shared stage with Gary V and Grant Cardone
● Viral videos
● Inc article

Caleb reached 10 million people on Facebook last week alone.

The 3 BIG Secrets

1. Work Your Face Off

I am blessed, but not lucky - Periscopes every single day… 4 viewers first broadcast. Then
Cardone’s sister saw a video and told her brother who shared the video and he went viral.
You’re only one funnel away, one video away, one action away, one connection away.

2. Give Your Face Off

#1 key to his success - 53 missions trips - Be more about your impact than your income. One
day he was discouraged because things were slowing down. He decided to give and give. After
that, he was contacted to speak with Gary V in Australia. If you’re not getting results, give to
others. Impact over Income

3. Funnel Your Face Off

Caleb’s mistake regret in business is not being obsessed with funnels in the beginning. Maddix
Book Club / Maddix Game Show - Every kid needs unstoppable confidence and people skills.
We want every kid to make $100k to put in the bank before they are 18 years old. We want kids
to have a giving mindset. ($4.7 million dollars a month)

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Caleb produces videos every single day. Controversial videos go the most viral.

He made a video titled: “​Why You Are Poor”​ - Passing Over Opportunity Repeatedly

Within 7 hours it 100k views. Today it has over 2 million views.

He got a lot of criticism and hate from it.

But he also got a message from a mom whose son had been suicidal. She said, “Because of
you, not only is my son not dead, but he is finally alive.”

Don’t let criticism and hate get in the way of your impact.

What if I do this funnel and it fails?

Do another one.

You’re only one funnel away.

Don’t worry what people say about you - stay in your line.

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 E-Commerce Funnels
Trey Lewellen

Trey started off selling t-shirts on a platform. He was successful, but didn’t like not getting the
buyer information. That meant he was unemployed at the end of each shirt campaign.

So he went off on his own and started his own company. He has grown and is highly successful.

One Team, One Goal, One Mission

What is your drive to building a multi-million dollar funnel?

Is it security, the ability to provide for your family, freedom?

Trey’s drive came from not wanting his brother to become a police officer who put his life in
danger. So he decided to start a business with him called I Love My Gun.

They started a Facebook page where they posted pictures of guns and sold t-shirts. Within 9
months of started the fan page, they had sold over 60,000 shirts with over $750,000 in revenue.
(40% profit).

That was three years ago. Since then, they have grown to a multi-million dollar company and
employ close to 50 people. They keep growing monthly

They sell 20 products including consumables, knives, a compass, flashlights, and continuity
programs where people pay $20-$40 a month.

Using funnels has changed his life, and they can change your life too.

Funnels allow you to send your message to your audience.

What Makes a Funnel “Click?”

What is the difference between a funnel that works and a funnel that doesn’t work?

Trey is going to show us what really makes funnels work, and how to make sure your funnel will
make money before you even launch it.

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He calls it Mastering Funnel-etics.

Single Product Funnel

Single Product Funnels

The above example starts by sending 10,000 from Facebook.

50% of those opt in = 5,000

10% of those order = 500 orders

500 orders at $35 = $17,500

5% of buyers get OTO1 = 25 orders

25 orders at $55 = $1,375

5% of buyers get OTO2 = 25 orders

25 orders at $95 = $2,375

Total = $21,250

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The next step is to figure out what you can afford traffic wise. Keep in mind these numbers do
not include cost of goods, shipping or overhead so make sure you include that when you’re
putting your numbers together.

If you take $21,250 and divide that by 10,000 clicks you see you can afford (on this funnel)
approx. $2.12/click!

Next, you want to see how much you can spend for a buyer. To find that, just take the total of
$21,250 and divide by the number of buyers (500). On this funnel you can spend up to $42.50 /
buyer / conversion and break even.

Multi-Product Funnels

In a multi-product funnel the customer can purchase more than one of the same product. They
have the option to buy 1, 2, 3, 4, 5, or 10.

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By going from a single product funnel into a multi-product funnel, you can 2.2X your revenue on
that funnel.

1 unit = $35

2 units = $70

3 units = $105

4 units = $140

5 units = $175

10 units = $350

Trey likes to do a 1-5, 10 model. He noticed that people who tend to purchase 5 units will often
purchase 10. If you’re finding people are buying lots of 10’s, add a 20 on your order form and
you’ll find sales at 20 going out the door. Don’t underestimate your buyer.

Now here is the really cool thing! Whether you have a single product funnel or a multi-product
funnel your OPT-IN and order form will convert the same. The OPT-IN will stick at 50% and the
order form will stick at 10%.

The 500 sales will now be divided throughout the available units to choose from.

By just giving customers the option to purchase more - they will!!!

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Trey typically sees 38% of the 500 buyers purchase 1 unit, which means 62% are going to
purchase MORE THAN ONE unit!

By just giving the option to purchase more than one, only 38% just took one, which means 62%
are going to purchase more than one unit.

● 28% purchase 2
● 14% purchased 3

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 ● 6% purchased 4
● 8% Purchased 5
● 4% purchased 10

This means of the 500 buyers -

● 190 people purchased 1 Units

● 140 purchased 2
● 70 purchased 3
● 30 purchased 4
● 40 purchased 5
● and 20 purchased 10

When you add it all up - equates to $42,000 in revenue!

Again - your funnel is going to be the same, and your OTO1’s are going to convert the same..
which means!

500 buyers would give us $42,000 plus our OTO’s — giving us $45,750.

Going with the book example — we were just selling ONE Book,.. and now we are giving the
client an option to purchase more than one book.

By just allowing someone to purchase one book.. that funnel brought in $21,250, but with just
the tweak of a funnel and allowing them to now purchase more than one product, I more than
doubled my revenue. The multi-product brought in $45,750.

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That’s practically 2.2X what a single funnel was bringing in.

You’re always ONE funnel away from creating a million dollar funnel and sometimes all it takes
is to CHANGE YOUR VIEW!

By limiting myself to a single product funnel I can only afford $42.50 per buyer, whereas with a
Multi product funnel I can afford a buyer for $91.50.

Single-Product Continuity (Freemium to Premium Funnel)

Next Trey explained how a Single Product funnel with a FREE $1.00 Trial into Continuity funnel
operates.

The concept here is to get as many people as you can for a free item. From there you’ll discuss
your continuity program and hope they opt-in for a $1.00 trial.

Trey goes into ‘debt’ and then come back out of it with continuity.

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In a single product funnel — we send 10,000 clicks through the funnel, 50% get past the sales
page. 10% purchase the free product that I’ve stated is around $5.00. And then we show them
the free trial for $1.00 which converts around 20%. We have 500 orders at $5.00 and 100 orders
(20%) at $1.00 for the free trial.

500 * 5.00 = 2500 PLUS 100 at $1.00 == $2600

To find out how much we can afford to acquire a buyer — we take the revenue divided by the
amount of buyers — in this case ($2600 / 500) == $5.20/buyer

$5/buyer is pretty typical with a freemium to premium.

Here is the ultimate question - how much do we need to spend to acquire a Continuity Buyer..

(Continuity Buyer = Someone who opts into the membership)

If we are converting at 20% - that means 1 for every 5 buyers will become a membership buyer.

100/20 = 5x/Buyers Per Member

So we take 5 * what is takes to gain a buyer $5.20 = $26.00 / Continuity Member

The most I can pay is $26 to gain a Continuity buyer.

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 Continuity Over Time

We have our funnel that places people into the continuity at 20%. So looking at a chart - Month
1 would have 100% of the people go into continuity .. what does that look like when we put 1000
people inside continuity?

Month 1 = 1000 * 1.00 = $1000

Month 2 (just 30 days later) = we have an 82% stick rate.. why 82%?

This is from people opting in and deciding the membership isn’t for them, people refunding,
cards declining, and cancellations.

Quick Tip — The more people you can keep inside your members area every month,..
substantially increases your monthly revenue.. so it's critical that you watch your churn rate
every month.

If you want to see how Trey increased his stick rate from 82% to 95%, click the link below to be
sent the behind the scenes video on how he improved churn by 12%.

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Go to ​https://MrOnIt.com/hack

● Month 2 - 1000 members * 82% = 820 members * $40/month for the membership which
comes out to be $32,800
● Month 3 - 820 members * .82 Churn = 672 members * 40 = $26,880
● Month 4 brings in $22,040

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 ● Month 5 brings in $18,040

Which comes to a total gross with 1000 members coming in at Month 1.. $100,760.

Real World Example:

Trey conducted three days of testing for this funnel to see if it would work.

Going from left column to right, Trey sold 19 units of 1 product which resulted in a 38%
conversion of all units sold.

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Customer cost = $1.93

Trey’s cost = $2.44

19 orders x $2.44 = $46.36 (Trey’s cost)

19 orders x $1.93 = $36.67 (money in)

Which means he’s now negative in profit -$9.69.

Let’s keep going…

He had 14 orders selling 2 units, 28% conversion of all units sold.

He brought in $3.86 per order. It cost him $2.44 — now with a profit of $19.88.

● 7 orders at $6.37 profit

● 3 orders at $8.52 profit
● 4 orders at $9.32 profit
● 2 units at $14.20 profit

He profited around $48.60 and brought in 50 buyers — simple division tells us that we can
afford up to $.97/conversion.

(which isn’t much…)

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Now, let’s take a real quick look at what he paid for those conversions from Facebook.

He spent $501.11, divided by 50 buyers shows it was costing him $10.02 per conversion.

He could only afford $.97/conversion, but it’s costing him $10.

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He spent $10 for a conversion minus what he profited (.97) which means it takes -9.05 to
acquire a customer.

For this particular funnel - he is converting at 20% into the continuity.

So it takes him 5 buyers to create one continuity member.

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Now in order to gain one continuity buyer - it’s going to cost 5 * -9.05 which is -45.25 Trey’s cost
to acquire a membership client… and he wants 1,000 clients this month!

THIS IS THE MOST CRUCIAL PIECE!

Since he wants 1,000 new members that means he'll be -45,250 in the RED.

How does he come back from this?

What do we have so far on Day 1?

We have 1000 members at $1.00 (All Paid) which gives us $1000.00 which is not much
considering we are $45k in the hole.

But come 30 days after we have our first renewals! Just like before we will see around 82%
churn (18% won’t renew).

Month 2 - 1000 members * .82 * 40 = $32,800

Month 3 - the now 820 Active members will bring in: 820 * .82 * 40 = $26,880

Between Month 2 and Month 3 is the pivotal moment -- where 100% of our INVESTMENT is
returned. THIS IS THE MOST CRUCIAL PIECE!

From Month 1 to Month 3 -- we will bring in $60,680!

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As the months continue..

Month 4: 672 * .82 * 40 = $22,040

Month 5: 551 * .82 * 40 = $18,040

Month 6: 451 * .82 * 40 = $14,760

Which comes to a TOTAL GROSS of $115,520!

45k becomes $115,520 in just 6 Months!

THE BIG FINALE

If you put JUST 1,000 clients in a continuity program at $40/month — that would yield $480,000
in revenue per year!

● 2,000 Clients would give you $960,000/year — that is right under the MILLION MARK..
● 3,000 Clients - Practically $1.5MM per year
● 4,000 Clients - $1.9MM a year
● 5,000 Clients - $2.4MM a year
● 10,000 Clients - $4.8 Million Dollars a year!

Now having the understanding of what it takes to have a profitable, cash earning, money
making funnel machine, you can go out and be successful!

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Now go out and build your million dollar funnel by using ClickFunnels.

Your future is just one "Funnel Away!"

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 Amazon Funnels
Jason Fladlien

Rapid Crush Inc

Best Funnel - $9,894,008 in sales in 7 days as an affiliate

The Big Secret

A funnel is a funnel is a funnel - it works anywhere.

Funnel Hacking Amazon

Give me a big enough lever, and I’ll move the world.

Your lever is your why.

Why Amazon?

● 1-click shopping
● Product selection
● Trustworthy
● BUYERS

8/10 U.S. Amazon shoppers purchase something from Amazon at least once a month.

Amazon spends $38+ million a month on advertising.

(Walmart is 2nd with $12+ million a month)

With the Right Funnels

● You can rank at the top of Amazon search results.

● You can make external ads perform ridiculously well.
● You can get conversion rates that are so high that don’t make sense.

There are over 200 million active buyers on Amazon in the U.S.

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7 Amazon Funnels

1. Search, Find, Buy

2. Velocity
3. Brand Awareness
4. VIP Funnel
5. Flash Sale Funnel
6. Cities Funnel
7. Free + Shipping Funnel

#1 - Search, Find, Buy Funnel

If you can show Amazon people who…

● Search for a certain phrase.

● Skip over products ranked ahead of yours
● Buy yours instead and buy at a higher conversion rate

What do you think happens?

Our new VItamin C Serum for Just $1.30

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What’s the catch?

We’re new to Amazon and want to improve our visibility to new customers.

1. “Click Here to Unlock Your Coupon Code!” (optin popup box)

2. Go to Amazon and type in the word Vitamin C Serum (show image of product)
3. At checkout, enter your coupon code (image with order total $1.30)

If the product costs you $10 to fulfill, and you have to spend $3.30 in ads to get a buy… you will
lose $12.00 for each fulfillment.

BUT you will move up in Amazon rankings.

Thank You Page

Congratulations! Here is your coupon Code (SALE0402).

Only 48 Available. Expires at midnight.

Again show them where to paste the coupon code.

Link them to Amazon homepage. There they will type in your keyword. When they will find you,
they purchase the item and put in coupon code.

Amazon will make you a VIP and cut you to the front of the line.

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Results

By demonstrating to Amazon that you out-convert and are more relevant than products that rank
ahead of you for search terms… regardless of the cost of your product…Amazon will often rank
you high up for super lucrative keywords.

Amazon cares about sales velocity, not the cost of the product.

#2 - Velocity Funnel

This is like the first funnel, except you don’t make them search for your product. You give them
the link to your product and show them how to use the coupon code.

Results

This funnel gives you sales velocity which can help you rank higher for EVERY search term you
already rank for. It is a good funnel to use if you already are getting some sales.

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Funnel #3 - Brand Awareness

Proper planning prevents piss poor performance!

In other words, you should dig your well before you’re thirsty.

Get Free (or nearly free) Amazon Products

To help New brands Gain Market Awareness

Give them three rules (which you won’t really check).

IMPORTANT:

#1 - must mention it on at least one social media property

#2 - be constructive, helpful and honest

#3 - You must post within 7 days on social media

Cool? Join now…

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Join the Brand Awareness Club

(Click Here to Join for FREE)

Thank You Page

● Congratulations - You’re In
● Here’s what to do next…
● We have a deal going on right now…

Result

You get an asset you can use over and over again for launching and ranking Amazon products.

Funnel #4 - the VIP Club

You cannot directly and automatically add Amazon buyers to your email list.

You CAN add follow up emails through Amazon’s buyer-seller message center with PDF
attachments that mention your VIP club. (10% will opt in)

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It don’t take much, to make much.

Thank You Page

Make sure to check your email in about 5 minutes. It will be from (your name) and the subject
line will be (your subject line).

Results

Build list of your best customers on auto-pilot. You will get them trained to open and respond to
your emails.

Funnel # 5 - Flash Sales

Most people know, like and trust Amazon.

Tap into that trust while getting a chance at profit and increase your rank on Amazon.

Funnel # 6 - Cities

Layer Targeting

The closer you can get to calling out someone by name, the better your FB ads will convert.

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Hey, New York… why are you still tolerating that old inferior tea kettle?

Get a 30% deep discount using this Amazon.com coupon

Use COUPON CODE: aighla

Look up the 10 most popular cities + interest in your product = works magic

Funnel #7 - Free + Shipping

Going Beyond Amazon

Expand your online presence

Get this (item) for free without waiting weeks for shipping

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The video explains how to order

OTO -Get 2 more bottles for only $26.73

Thank you Page

Get Jason’s 7 Amazon funnels for your Clickbank account: ​rapidcrush.com/funnels

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 Event Funnels
Darren Stephens

How to Monetize a Room at an Event

● Do you run offline workshops?

● Do you run online webinars?
● Do you want higher conversions?

Book: ​The 10 Day Turnaround

If you want to be successful, take action!

How the Mind Works

Your mind works like a pirate ship with a captain and the crew. The captain is in charge. What
happens if the captain treats his crew like crap? There is a mutiny and the crew is in charge.

Your conscious mind is the captain.

The subconscious mind is the crew.

Talk to both parts of the mind so they are in agreement.

18 Laws of Webinar Success

Law 1 - ​Law of Building Rapport Consciously and Subconsciously

● Raising hands
● Match and mirror
● VAK
● Group interaction

Get everyone doing the same thing and interacting.

Law 2 - ​Law of Truisms and Universals

A truism is anything that is irrefutably true in the moment.

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You want the audience saying, “Yes, that’s true.”

Universals are anything that are true for the majority of people.

Law 3 - ​Law of Authority

Introduce yourself as someone with authority (Author / Speaker)

Law 4 - ​Law of Similarity

How are you similar to them…

Tell your story of going from … to….

Law 5 - ​Law of Commitment

“Who would like a copy of my book?”

He gave the book to those who came up for it - took action

Repeat anchor message.

Law 6 - ​Law of Reciprocity

Deliver more than they expect.

Snacks, books, rewards, raise money for charity, get them involved

Law 7 - ​Law of Anchoring

This event is awesome… (point to yourself as you say awesome)

Embedded words (By now… you should have / Buy Now)
Hand gestures
Hands up - how many people are getting value so far?

Law 8 - ​Law of Breaking Down Beliefs and Patterns

Show them other people’s success

Case studies (really testimonials)

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Law 9 - ​Law of Identifying Problems

Show them the problems / pitfalls.

Have the help you come up with them.
Show them solutions.

Law 10​ - Law of Solutions and New Opportunities

Show them the new opportunity.

Examples, case studies.

Law 11​ - Law of New Beliefs and Identity

Build a new belief about what’s possible.

Have them design the new identity.
Have them share it with others (commitment).

Law 12​ - Law of Social Proof

Case studies / testimonials

Past authors on stage.
Have them tell story.
Show results.
Reward them publicly for taking leap of faith.

Law 13​ - Law of Future Pacing

People on stage showing them the future them

Do a visualization exercise.
Have them answer future based questions.
Have them share it in groups.
Have them write it down.
Have them do the numbers of what’s possible.

Law 14​ - Law of Fractionation and Sound

Raise the energy of the room up and down.

Use twin speakers.
Music to open brain pathways
Keeps them out of going into trance
Helps reward and train the brain unconsciously
Pachelbel (subconsciously) exercise (Yanni)

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Law 15​ - Law of Alignment

Parts integration (conscious / sub-conscious)

Mind alignment (hands apart / hands together / out)
Emotional video / movie clip (Susan Boyle)
Put them in an emotional state of gratitude (takes away fear).

Law 16​ - Law of Adding Value

Show the value of your offer line by line.

The stack
Use image to make your offer more tangible.
Invite them to join or apply.
Tell them what to do next… step by step.
Keep the same pace with your presentation.

Law 17​ - Law of Scarcity

Application process
$500 refundable deposit
Invitation to join us privately for Q and A
Photograph taken
Ask for 2-3 references you can call (reference will call the person).
They need to sell themselves to you - only xx spots.

Law 18​ - Law of Team

Having a logistics team help you and attendees.

They need to show confidence in your system.
Have a team outcome / alignment before.
Move with the pace of the room.
Be fast at getting things done (handouts, etc).

Formula for Success

● Clarity
● Certainty
● Confidence
● Action
● SUCCESS

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 Implementation
Setema Gali

Setema Gali - played with the Patriots and won the Super Bowl

3 Rules for This Session

Rule 1 - Be present (open to possibility) Right Here Right Now - Information / Implementation
Rule 2 - Participate
Rule 3 - All In (Go all in on YOU)

When someone is giving a message - you have to CATCH it!

You’ve got all this information.

Something is getting in the way of you taking action so you can get results.

Here is what helped the speaker.

In 2006, he was doing well in the mortgage industry. In his heart, he wanted something more.

He always knew what he wanted to do - speaking from stage / coaching / make money.

Then the real estate industry collapsed and he was broke. He even had to sell his Super Bowl
ring. He was on food stamps from 2008-2009. He went bankrupt in 2010.

Deep in his heart, he still knew what he wanted.

How did he go from bankruptcy to success?

When he lost everything, he lost power.

On the football field, he knew who he was… he had power.

Taking his helmet off and stepping into the business world, he had no power.

If you have power, you don’t need force.

But if you lack power, you need force.

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Force looks like this…

“You need to do better!”

Power looks like this…

I hear something… nothing gets in the way… that’s what I want.

Power is the game.

How do you generate power?

1. Get clear (know what you want in relationships, in your family, in business)
2. Tell a different story about yourself - The story you believe about yourself the most is the
story you tell the most - Who do I need to become to do (that)?
3. Have a WHY - the Holy Cause (wife, boys)

You are capable of so much more.

Take imperfect action - imperfect action - imperfect action

Story about the Wise Old Man and Young Foolish Man

The young man said to the wise man, “I have a bird in my hand behind my back.
Is it alive or dead?”

If the wise man said it was alive, he was going to crush it and say the wise man was wrong.

If the wise man said it was dead, he was going to let it fly away and say the wise man was
wrong.

Instead, the wise man said, “The key is in your hand.”

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 You’re One Funnel Away
Russell Brunson

Russell’s Backstory

Russell learned about business as a 12-13 year old kid.

One night his dad let him stay up late. He watched news, then watched M.A.S.H., then an
infomercial of Bud Dupree.

Bud Dupree - “I put an ad in the local newspaper and paid $30. Then I put an ad in 1,000
newspapers and made $30,000.”

Russell picked up a magazine of small business opportunities. It was 140 pages, and he
requested ALL of the free info packets.

He started getting stacks of money-making ideas in the mail while he was still in jr. high.

He came up with a plan and used all his money to buy 38 stamps.

He wrote a sales letter and printed it on blue paper, folded it and stapled it with the stamp on the
outside. He picked 38 random addresses from whitepages - and made 0 sales.

...but the seed had been planted.

At college he met the girl of his dreams, his now wife, Heidi.

Russell was a wrestler and going to college. His dad told him once he got married, he would not
support him anymore. His wife had two jobs.

Russell wanted to make money and went to a free seminar for 50 people in a hotel.

There was a $50 program and a $1,000 program. He bought the $50 program because his
credit card had a $300 limit.

The presenter told him he could call to increase the limit to $1,000. Russell did and bought
everything the guy was selling.

He got a website, domain, hosting for $1,000.

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Once he got home and realized he paid too much, he called and told them his minor son had
bought the program and got a refund.

Then he tried buying things at the thrift store and selling them on eBay.

While he was at the post office mailing packages, he ran across someone who sold information
products on CDs.

Russell decided to try that and created a CD of coloring pages. Then he sold other information
products. He had the idea to put an ad at the beginning of all his products.

Then he decided to change his college major to computer programming to sell software. He
went to his first class and didn’t understand what they were talking about at all.

Then he learned that you can hire a programmer in India on ScriptLance.

He paid someone $100 to put an ad at the beginning of all his CDs and made about $10k.

His next product was the Potato Gun Plans site.

Then he did tele-seminars.

Someone else in wrestling told him he wanted to make money online too and asked him for a
job. Then a few more friends asked for jobs. He hired them all.

At that time, he was in “kill and eat” mode. He would sell and then live off that for a couple
months. Then he would sell something again when he needed more money.

Russell said yes to hiring his friends, but was not prepared to pay them every two weeks.

He would lock himself in a room every couple weeks to make something to sell to pay the
people he hired.

One time he ran out of money, and was not going to be able to pay his employees the next
week.

He listened to an audio where people pay $5 to get a “secret” sales letter.

Then he listened to an audio that talked about giving away information CDs, and then calling
them to sell coaching on the phone.

He came up with a plan.

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He offered a controversial CD for free + shipping.

Then he wanted to sell something for $5,500 - he just didn’t know what. He also added on a $37
/ month newsletter.

He and his team sold 800 CDs. Then they called each person to invite them to a $5,500 event.

They sold 10 events = $55,000.

30 days later, the $37 / month kicked in and they had their business back.

Russell decided to scale this business model and hired 100 people to run it.

Pro:

His name got out and he started speaking.

Con:

He wasn’t doing well selling from the stage.

Pro:

He learned how not to sell, and learned from the other speakers.

Another popular product they had was Micro Continuity with the $37 membership on the back.

This became really big - making $10 million a year. It became too big. He didn’t like the
business and didn’t like managing all the people.

One day, the merchant account stopped processing all his continuity billing.

He had to prove he was a good guy, but that took two weeks.

They did a big launch to catch up on money, and made $250,000.

The kicker was that after the launch, they learned that 100% was kept in reserve… but future
sales would be 10% reserve.

So they had to do another launch.

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They kept getting new merchant accounts, and kept getting their money frozen in 6 month
holds.

Russell had to fire most of his staff. It was terrible.

Then more bad news. He got an email from his dad saying that the bookkeeper hadn’t paid
payroll tax in over a year. He owed $150k to the IRS.

He tried to downsize his building, but his landlord said he was going to sue him for rent from
three year lease.

He went to a bankruptcy lawyer who went with him and told the landlord he was going bankrupt.

Landlord said, Be out by Friday.

Russell’s 100 employees were down to 7.

They sold all their computers, and office equipment on Craigslist.

The next Friday, Russell did a webinar that made $150k that allowed him to hire people back
and get into a new office. He downsized from 20k sq feet to 2k sq feet.

His company had to think about who they really wanted to be.

They launched 12 various websites. (cold sore zapper, couponing, supplements, etc)

One of these sites was called ChampionSound.com. It was an autoresponder site for bands.
They bought it on Flippa.

Once they transferred it, they had to get a Ruby on Rails, but the site still wouldn’t work. He sent
an email out to his list asking if anyone knew Ruby on Rails. He got an email back from Todd
Dickerson.

Todd joined him and custom built an auto-webinar platform - they made a million dollars in 90
days.

Russell paid off the IRS first which gave him freedom.

Todd was working to build funnels on all the websites. That’s when they decided to build
something to make building funnels easier.

ClickFunnels was born.

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On the first launch of ClickFunnels, they had almost no sales - even with a free trial.

They actually had very few sales until the 6th time they launched.

Mike Filsaime asked him to come sell it for $1k at an event. He prepared a script and explained
it and sold it from the stage.

30% of the room bought ClickFunnels.

Then Russell started doing a webinar every single day. He did it live over 70 times that year.

It has grown and grown and grown.

Now they have over 30,000 members.

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 Marketer, Closer, Leader
Garrett White

In 2008, Garrett was in a dark place. He never felt more disconnected from his wife and
children.

He used to be a banker and had built the empire, but then he lost it all.

He couldn’t answer the question, “Who am I?”

What does that have to do with marketing?

You have to stand in the powerful place of owning who you are.

Don’t lean on your family members or friends to make you who you are.

You are who you believe yourself to be.

You are not on a treasure hunt to find yourself.

You need to change the story you tell yourself about yourself.

What does it mean to be a funnel hacker?

“If I just get 9 funnel hacker t-shirts, I’ll get a 2-comma award next year and be successful.”

30 Days to Guerilla Marketing​ - the 1st marketing book Garrett ever read

The foundation of all hacking comes down to a story.

The first story is how you see yourself as an entrepreneur.

The way you control the game is to control the rain.

Marketing is putting a message out there and pulling people in a certain direction.

You need to learn how to “make it rain.”

Are you a business person or a marketer?

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You are a marketer!

Tell yourself, “I am a marketer! I am a marketer!”

Make it rain.

You are a closer!

Don’t use the word “maybe.”

Live in simple “yes” or “no.”

A maybe is a no.

If you tell yourself you are going to build a funnel in 7 days, but you live in the land of “maybe,”
it’s not going to happen.

Just do it.

In the beginning, you will suck. Do it again, you will suck less. Do it again, you will suck less.
Until you are good.

You are a leader, not a savior!

Book: Expert Secrets - Russell Brunson

Leadership is where the art of who you are comes out.

Don’t make up a story about who you are trying to copy someone else.

If you do that, the only people who follow you will see you as their savior, but they aren’t going
to do the work.

You are exalted for a time, then you die. People will turn on you.

Don’t try to save people - lead them by being your authentic self.

Garrett’s Wife

Seven years ago, she was in a low place and trying to figure out what to do.

She decided to take her hobby of hair styling and turn it into a business.

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She wasn’t techy and didn’t know how to build a brand, but she just dove in.

They didn’t have money at the time, so she traded services to get a blog built.

When she would ask her husband for help, he would say, “Go to God, go to Google, then go to
Garrett.”

If you don’t know how to do what you want done, learn to do it. Do the work. You can’t hack the
work.

After her blog, she started an online course.

As they worked on themselves and their own business, marketing became a common interest
for them and their relationship started to improve. They started date night every week.

How do you deal with negativity? Sometimes the negativity is in your own head. If it’s coming
from other people, put up your blinders and continue to grow.

Read ​DotCom Secrets​… watch the ClickFunnel videos… do it.

Read → Watch → Do

As you do that, you get confidence.

Don’t look for permission to suck.

Look for permission to be successful.

The difference between failure and success… is lots of work and burning old stories you tell
yourself, and tell yourself a new story.

Garrett’s Daughter

Garrett’s daughter is 10-years old and just launched her first webinar.

She did a free webinar, then pitched at the end and made $1,200.

The Three P’s

1. People - your audience

2. Product - what you’re selling
3. Place - where you sell, provide service

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Finding the Courage to Create

Look online for ideas.

Feel free to be creative.

If someone puts you down for trying, just say “I don’t care about you. You probably don’t know
how to do half of this stuff.”

Give yourself permission to be a marketer and a closer, the sky’s the limit.

Give yourself permission to be successful.

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 Fill Your Funnel
Russell Brunson

Follow me on my journey to sell a million copies of my new book…. And funnel hack my process
to sell what’s most important to you!

Upcoming book: Expert Secrets

Russell’s Backstory

Field of Dreams - If you build it, they will come.

It happens in the movie, but not in real life.

People don’t automatically come to your funnel just because you build it.

His Real Desires

He’s a creator - he just wanted to create and sell cool stuff.

But he wasn’t having the impact he wanted.

The Wall He Hit

Google slap

Don’t reply on one traffic source.

Traffic - Facebook, Google, Twitter, Snapchat, Pinterest

The Plan I Created

He bought every marketing book and course known to man.

Book: ​E-Myth​ - systemize your life (McDonald's) so you can plug in any person.

Russell would try to systemize everything he learned and then hire someone to run it.

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Conflict with Systemizing Courses

● Most were instantly outdated

● The stuff that did work… didn’t work on all funnels
● Hiring agencies… profit eaten up by management fees and too many funnels at time

So we created our own team focused on one thing.

Updated Plan

● Find the best person (not course) in the world

● Pay them insane amounts of $$$ for them to show us “What’s Working Now”
● Test the process and IF it works
● Then create a system we can use
● Consistent testing and refinement

Examples:

They hired Neil Patel to teach them about blogging.

They also found the best people for Facebook, newsletters, native ads, etc.

Now Russell gets to create and sell AND have an impact that matters.

His goal for you…

3 Traffic Secrets

Traffic Secret #1 - Dead Marketers Don’t Lie - How to Convert Freezing Cold Traffic

Favorite junk mail: cassette that said “​Dead Doctors Don’t Lie​” - Dr. Wallach
Average life span of doctors is 20 years lower than average. Dr. Wallick sold supplements.

Look at books from marketers from the past. They were before the internet and had to create
material that stand the test of time.

Ogilvy on Advertising

Breakthrough Advertising​ - Eugene Schwartz

Hot Traffic - “If your prospect is aware of your product and has realized it can satisfy his desire,
your headline starts with the product”

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Warm Traffic - “If he is not aware of your product, but only of the desire itself, your headline
starts with desire.”

Cold Traffic - “If he is not yet aware of what he really seeks, but is concerned about the general
problem, your headline starts with the problem and crystallized specific need.”

Food Court Example:

If your message was going out to the people in a typical food court, which one owuld get the
best response?

“Who wants to make funnels?” vs “Who wants make money online?”

The second one, because they are cold traffic. Most won’t understand “make funnels.”

When you drive traffic, you have to know if it is hot, warm or cold.

The 7 Phases of a Funnel

The hotter the traffic, the shorter the pre-frame bridge.

Hot - “Buy my product!”

Warm - drive traffic to quizzes, surveys, pre-sell articles, contests

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Cold - if you can reach the cold masses, you can infinitely scale. (FB live, podcasts, TV ads,
radio ads - FB ad “How to Retire in 100 Days as a ClickFunnel Super Affiliate”)

Traffic Secret #2 - Your Funnel - How to Nail it, So You Can Scale It

Who’s Got the Most Complicated Funnel…?

ConfusionSoft

The problem is that a complicated funnel takes a long time to create, and if it doesn’t sell, you’ve
wasted all that time and don’t know what to fix.

Focus on creating simple funnels.

They work, and if something is broken, you can fix it.

Drive traffic, and then look at the numbers.

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If your funnel is breaking even or making money, scale it up.

If it is broken, find the broken step and fix it.

Traffic Secret #3 - Take the Show on the Road

Weiss Research​ - 40 years of service to investors

$11 million to $67 million (in just 12 months)

“Internet marketers are so smart in one thing, and so stupid in everything else. You have a
smashing success and then you plan the next offer. She takes the successful offer on the road.”

How?

The Deam 100

Chet Holmes - ​Ultimate Sales Machine​ (concept of Dream 100)

Chet’s job was to sell advertising for a magazine.

He found that the same 100 people were spending 99% of the advertising money.

He focused on the Dream 100 and grew his magazine.

How does the Dream 100 relate to marketing?

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In your market, who are these people?

● List Owners
● Bloggers
● Podcasts
● Social Media

Russell sends out a package to his Dream 100 every month (t-shirt, $20 bills, etc).

Hacking the Dream 100

Movie: Never Been Kissed - Josie went back to high school undercover and was trying to be
popular. Her brother was popular. So he told the popular girls that Josie broke up with him -
then she was popular too.

If you get a couple good relationships, you can leverage those to get more relationships.

1. Build a relationship
2. Have them promote

To make cold traffic work, build a bridge.

Russell sent Tim Ferriss a package, but he didn’t respond. So he decided to build a bridge by
contacting Tai Lopez, someone close to Tim Ferriss.

The Bulletproof Coffee guy won’t promote for Russell.So he created a bridge in order to get to
Bulletproof fan. He started a contest giving away $500 worth of Bulletproof products.

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The contest thank you page asks them to sign up for Russell’s webinar.

Look for people who have already gathered your ideal customer in one spot.

Don’t reply on just ONE person in your Dream 100.

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 Keynote Speaker
Tony Robbins

Tony is at the event because of Russell. Russell loves and cares about things other than money
and himself. If you only care about money, you cheat yourself.

Most people overestimate what you can do in a year, and underestimate what you can do in a
decade.

Tony used to be on lots of infomercials. Now he has 31 companies in 7 different industries -

stem cell, resort in Fiji - $5 billion in sales.

He feeds 100 billion people a year through Feed America.

He’s gone from not being able to pay the bills to where he is now.

Learn to navigate higher and higher thresholds of control.

You need to be crystal clear about what it takes to be successful in your business. The secret is
the threshold of control. Once you pass this threshold, your mind freaks out.

Tony’s threshold used to be $50k. He freaked out when an employee cleared out that amount
from his bank account.

Then he came up with a plan and called a stunt person he had helped in the past, and they
loaned him the money.

He has learned to navigate to higher and higher thresholds of control.

Early in his career his following grew until his seminars were 200-300 people.

He had a seminar in Canada and didn’t know he needed a work permit - the day of the event,
and immigration officer said he couldn’t do the seminar. If he did, they would put him in
handcuffs and deport him.

Tony’s response was, “We can’t do the seminar in Canada. How close is the border? Two
hours. I’ll tell the seminar attendees that it is a traveling seminar and drive them in three buses
to Washington.”

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Instead of freaking out, he reached a new threshold of control.

Another time, Tony joined as a business partner for $10 million in debt to be a billion dollar
company. The business went $120 million in debt, and he was the one responsible.

He figured out how to come back from that - you have to push through the threshold.

Now he has billion dollar companies because he learned to push through the threshold of
control - which is fear.

Focus on where you want to go, not on what you’re afraid of.

For example, if you are a beginner at skiing, and you accidentally end up on a double black flag
course, focus on where you want to go, not on your fear.

Write down this phrase - “I am a business operator. That sucks.”

Instead say, “I am a business owner.”

Tony is a business owner. He visits his education company 1-3 times a year, and it has grown
every year for 9 years.

80% of success in anything is psychology - and 20% is strategy.

He believes in strategy, but he still thinks 80% is psychology.

If you have the right psychology, you can get the strategy.

The chokehold of the growth of any business is the psychology and skills of the owner / leader.

If you’re not where you want to be, it’s because you are afraid of something.

You have to let people do things, even if they are not as good as you.

If you can learn to change your psychology, you will be successful. You have the strategies.

Skills you need: innovation and marketing

These two skillsets employ everyone else.

Innovation - a better way to meet your customers needs

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You don’t want a customer - you want a raving fan.

Innovation - new packaging, higher price

Example: Someone in the audience bought a Louis Vuitton bag for $2,400.

Tony: Why did you buy it?

Woman: I like backpacks.

Tony: Okay, here are two backpacks to choose from - ClickFunnels (prize and free). Here is
another one from Walmart ($12) Would you like one of these instead?

Woman: No

Then Tony talked with the woman who bought the $12 Walmart backpack.

Tony: How would you describe yourself?

Woman 2: Adventurous, determined, enthusiastic, resolved, pragmatic, aggressive financially (I

lose a lot of money)

Tony: What kind of person would spend $2,400 for a backpack?

Woman 2: Someone who only cares about brand, Someone who spends too much money

Then Tony went back to the first woman who had the $2,400 bag.

Tony: What kind of person would spend $12 for a backpack?

Woman 1: Cheap

Do these women buy purses or do they buy identities? (identities)

Purses or emotions? (emotions)

The first woman spent $2,400 to feel special and unique.

The second woman spent $12 to be pragmatic.

Do they both love their children and have the same needs? Yes

Understand the needs of human beings.

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Everyone has the same 6 needs, but the order of the needs is different for different people.
Different people also think they can meet that need in different ways.

People will violate their own values to meet their needs.

You will lie if you think it will cost you one of your needs.

The 6 Human Needs (top 2 control your whole life)

1. Certainty

We all have a survival instinct. We want assurance that we can avoid pain and gain pleasure.

Do you get this feeling of certainty by being a workaholic or having lower expectations?

How do you get this feeling of certainty whenever you need it? Some people turn to smoking or
overeating which are attainable but not sustainable.

2. Uncertainty

Actually, certainty ALL the time would be boring.

We need variety.

Are you getting it in a positive way, a neutral way, or a negative way?

3. Significance

People need to feel unique, special and needed.

People will overpay for significance. (In every business, 20% of your customers make 80% of
purchases)

Steve Wynn created the modern Las Vegas. Tony was talking with him when they saw a guy
lose $10 million in 15 minutes. He turned around and saw Steve Wynn. Instead of being upset,
he was exciting and wanted a picture with him.

Who is your ideal client?

Life is between what you desire most and you fear most.

Change your offer, change your life.

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4. Love / Connection

Some people think if they become significant, people will love them, but it’s not true.
Significance doesn’t equal love.

If you can’t meet all four of the first four needs, you will have a love slave. You really only need
to meet 3 /4 needs. Time disappears when those four needs are met.

You can get love and connection from friendship, family, dogs, etc.

Does your product create that connection with the customer? If a customer feels a connection,
they will buy a product.

Everyone finds a way to meet those first four needs.

5. Growth

We are either growing or dying.

We grow so we have something to give.

6. Contribution

Some people value contribution the most.

People who value contribution will look for a product like Tom’s Shoes.

If you meet people’s needs better than anyone else, you will never lack customers.

Which of the six values have you operated your life by?

Love is first, but which value do you think you need to get that love?

#1 Business Mistake

Do not fall in love with your product or service. That is the #1 mistake in business.

Fall in love with your ideal client.

Because everyone copies each other’s products, the life cycle of a product is short.

Example: TomTom / Garmin was replaced by the free app on phones.

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Know more about your ideal customers than anyone else.

Know what they value and meet their needs.

Education

20th century schools prepare you for 19th century jobs.

Bell rings - go to your position.

Sit down and don’t talk to your neighbor.

In life and business, if you wait for someone to tell you what to do, you’re already behind.

In a passive state of learning, you won’t remember what has been taught. (3-7% retension)

Taking notes increases retention by 40%.

Listen, take notes, and physically interact (90-95% retention)

Energy comes from your mindset.

Sister Madonna Bruder

Sister Madonna Bruder is a nun who started exercising at age 40. From there she began doing
10ks and triathlons.

She entered the Ironman in Hawaii for her 70th birthday. During the event, she got hurt. and
they made a rule the next year that you had to be under the age of 65. She did the swim, run,
and biking anyway and broke a record while being covered by the media.

Don’t try to be cool (mentally old) trying to fit in with everyone.

Do what you want to do and don’t care what people think (kid in a puddle).

Influence is the most important skill.

We’re influenced by the state we’re in and our blueprint (set of beliefs and values).

Try bringing your hands together in front of you, clasping fingers. If you do this several times,
you’ll notice the same thumb probably ends up on top. Now try it again, and try to put the other
thumb on top. It feels strange. If changing thumbs feels weird, imagine changing your life.

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Emotion is creating by motion.

You don’t GET mad. You DO mad.

You don’t GET scared. You DO scared.

You do things because you want to feel a certain way.

The things is, you can have that feeling right now.

Motive matters.

PULL is stronger than push.

Someday we’ll laugh about this - why not laugh right now?

Try this: You don’t need an excuse to feel good.

Feeling good is intelligent.

You perform better when you are in a good state - feeling good.

You treat people better.

You enjoy life more.

Low levels of energy will not maximize your potential.

All of the things you want are because you think they will give you a higher quality of life.

We won’t settle - we want a more extraordinary life.

Live life on your terms - the way you want it - not the way it is presented to you.

Two Master Skills You Must Master

1. Science of Achievement

If you sow the same seeds as those who have succeeded, you will reap the same rewards.

Achievement is not complicated.

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Focus: the power of absolute clarity and commitment. Become obsessed and focus on it. This
provides the energy and drive.

Massive Action: Effective Execution - Massive action is the cureall. If your action doesn’t work,
try something else. If that doesn’t work, try something else. If that doesn’t work, try something
else. Most everyone learns to walk. Not everyone sings because at some point they didn’t
believe they could.

Grace: things that just come together for you - the more you acknowledge the grace you
receive, the more it happens.

2. Art of Fulfillment

If you achieve what you set out for, and are still not happy, you are screwed. That’s because of
the law of familiarity. If you are around something enough, you start to take it for granted. (new
car, new relationship)

Finance is a science.

Biochemistry is a science.

Fulfillment is an art. It’s different for everyone.

Steve Wynn paid $87 for a painting - ROTHKO (orange square)

Steve loves it. Tony only sees an orange square.

What fulfills each of us is different.

You have to find what fulfills you.

Success without fulfillment is the ultimate failure.

Robin Williams (1951-2014) was a master at the science of achievement. (#1 hit show / family /
movies / movies / dramatic acting Oscar ) 99% of people loved him. Then he hung himself in his
own house.

He made everyone happy except for himself.

Stressful Thoughts

What are 2 or 3 of your most stressful thoughts that happen the most often?

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The stressful thoughts in YOUR mind are actually thoughts of THE mind. They are universal and
not unique to you.

Don’t attach your problems to your identity.

The thoughts you believe are the ones that hurt you. Have you ever thought, “I’m going to kill
that person.” Yes, but you didn’t do it. The problem is when a person believes that thought and
acts on it.

Fear and faith are related - they are about the future. Fear is imagination without direction. Faith
is imagination that you decided.

You can create hell or heaven for yourself just by changing your thoughts. You are stressed
because you are believing a thought. Stressful thoughts are the mind.

Our brain is designed to make us survive, not make us happy.

Making yourself happy is your job.

You have to separate from your thoughts. Tell yourself, “This is not my thought - that’s been
around thousands of years.”

Stop and find something to appreciate - change your state. To have a life of fulfillment, you need
to have a life of appreciation.

There is a new millionaire every five days. A human who is happy no matter what is a rarity.
What good is achievement without fulfillment.

Peak states - beautiful states

Happiness, joy, peace, lifting yourself, lifting others

Suffering - any state that brings you down

Frustration, worry, anger, envy, resentful, tired

Trade your expectations for appreciation, and your whole life will change in that moment.

Three Things that Cause Suffering

The Fear of...

1. Loss

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 2. Less
3. Never

Notice when you get tension in your body. Tension is the beginning of suffering because of a
thought. You suffer because you are obsessed with yourself.

Our nature is not selfish. There is only so much pleasure you can have by yourself.
Relationships magnify human emotion.

Motive does matter.

The more you try to support others, the more insights you’ll get.

Who wants to be free from suffering?

What is your favorite flavor of suffering?

Fear, worry, anger, frustration, resentment, exhaustion, self-pity?

Better answers come from better questions.

What always follows the problem is the opportunity. Seek and ye shall find.

Your core beliefs make you suffer. And your core beliefs are thoughts. You can change your
thoughts.

You have multiple personalities. Make sure the right one is running your business.

Our life is not shaped by our conditions. Our life is shaped by our decisions.

The most important decision is a decision to live in a beautiful state no matter what.

Stop suffering right when it starts.

Create a radical change in the body.

90 second rule

Start to feel internal stress…

Ohhh, stress - that is to be expected.

Realize it’s “the mind.”

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Wonder how many many thought that before.

Then find something to appreciate.

Problems and happiness have no relationship. You have be unhappy with no problems. You
can also be happy even when you have problems.

Even poverty level in the U.S. is still in the top 11% of wealth in the world. ⅔ of the world live on
less than $2.50 a day.

Life’s too short to suffer even if you have a reason.

Everyone does the best they can with the resources they have.

When you ask people the reasons they fail….

● Time
● No energy
● Money
● Lack of technology
● Lack of education
● Not enough research
● Terrible management
● Terrible people

You’re saying you’re missing a resource. Resources are never the reason you fail. You fail
when you are not resourceful.

If you want to be more skilled in your business - you need to live in a place of gratitude. You
can’t have gratitude and fear at the same time. You can’t have gratitude and anger at the same
time.

Reasons come first - decisions come after. Your heart forms in the womb before the brain is
formed. When they work together, they have incredible power.

If you live in your head, you’re dead.

Step out of your mind and into your heart.

[email protected]

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FHL 2018 Notes

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 We Are Funnel Hackers and These Are our
stories
Russell Brunson

Russell decided to hold this year’s event in Disney because Russell had heard
an amazing story about him. On Walt Disney’s deathbed, a reporter laid down in the
bed next to him and Walt was looking at the ceiling showing him his vision of his place,
with rides, restaurants etc. The same place where the event was held at, 5 years before
it was even built. He has been describing his role he’d play in the future.

When it finally opened, one of the reporters said “It’s a shame Walt didn’t get to
see this”. But the original reporter responded “You don’t understand, he did see it. He
saw it years ago before it even happened”. The way to truly live life is in your vision and
that even on your deathbed you’ll whisper it into another person’s ear so it will survive
you.

ClickFunnels is more than a software company, we are changing people’s lives.

Most of our businesses are built out of something painful in the past. We heal our

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wounds and tell our story for the benefit of other people. An example is Paul & Stacey
Martino. They were having troubles with their own marriage many years ago, and
Stacey realized that she had to change. Because of that, over the last 15 years they
ended up helping over 10,000 couples save their own marriage.

Another example is Annie Grace who was working in corporate America and was
told she needed to drink socially as part of her job dealing with business associates.
She became addicted to alcohol and decided to break the chains of addiction. She
shared her message of success and is helping tens of thousands do the same.

Pamela Wible is a doctor who, while going through medical school, discovered
that doctors have the highest suicide rate of any profession. She has a business that
addresses this issue and has saved hundreds of doctor’s lives, and they in turn are able
to impact tens of thousands of people.

Tim Ballard runs Operation Underground Railroad which is an organization

Russell has gotten behind. This organization rescues children who are caught up in sex
trafficking rings. He has saved over 1,000 children and has assisted in arresting more
than 433 under age sex traffickers around the world.

That’s why the Funnel Hacking team does this, to impact thousands of lives. Ask
yourself:
● What’s your vision?
● What are you trying to create?
● Who do you want to serve?

When Russell’s focus was shifted from how much money he could make to these
questions, that’s when the money came for these people, after that shift.

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The theme of this year’s event is based on this quote:

“Here's to the crazy ones. The misfits. The rebels. The troublemakers. The
round pegs in the square holes. The ones who see things differently.
They're not fond of rules. And they have no respect for the status quo. You
can quote them, disagree with them, glorify or vilify them. About the only
thing you can't do is ignore them. Because they change things. They push
the human race forward. While some see them as the crazy ones, we see
genius. Because the people who are crazy enough to think they can change
the world, are the ones who do.

Russell favorite quote is by Winston Churchill: “To each there comes in their
lifetime a special moment when they are figuratively tapped on the shoulder and offered
the chance to do a very special thing, unique to them and fitted to their talents. What a
tragedy if that moment finds them unprepared or unqualified for that which could have
been their finest hour.”

When ClickFunnels was created, their vision was to free all entrepreneurs to
share their gift with the world, so that you can focus on changing your customers lives.
When Russell met Todd Dickerson, they spent a lot of time and Todd coded what
eventually became ClickFunnels. When ClickFunnels was launched:

● In Year 1 they had 10,043 users

● In Year 2 - 20,195 users
● In Year 3 - 50,737 users
● As of February 2018, we have 60,193 active members.

As a group, ClickFunnels users have joined the 3 Comma Club as they have
processed over 1 billion dollars in sales. There are 15 other countries in the world

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whose GDP is not as high as that! So far 258+ people have made it into the 2 Comma
Club. And 17 people have qualified for the 8 figure award!

This is the Funnel Hacker’s Vision.

How do you go from 1 million to 10?

What’s your role, after outsourcing? The thing that makes us awesome is the
same thing that makes us terrible. Quite a few people in the room had more than one
business. You get excited with your first million dollar business and then want to create
another one. You start to do it over and over again. This was Russell’s life for 10 years
of his life. His first business made 3 million dollars a year and he couldn’t figure how to
scale so decided to launch another one, but then the first one fizzled.

The next year, he launched 12 new businesses but found himself asking how his
business was still only doing 3 million dollars again? If you look at great companies,
they blow up the companies, get everything in place and then they kicked out the head
guy (like Apple).

Russell realized that the skills they have to go from 0-1 million is one thing but in
order to scale, they needed to switch roles and responsibilities after that with the
Creativity Switch.

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 ● What is my unique ability?
● How can I focus only on that?
● Switched from launching several new businesses to growing one business.

If we switch our creativity from developing business after business to switching to front
end offers, back end offers, etc. we can grow a single business better.

There are different focuses for different parts of your business journey.

From $0-$1 million (What & How)

● WHAT you’re selling and how are you going to sell it? (Offer) Your only job is
this, don’t focus on hiring employees, buying desks etc.
● HOW you’re selling it (Funnel)

When you get the right What and How, you’ll get to 1 million fast. That’s when you’ll
know you’ve figured it out. That’s how you know that the market wants what you’re
selling. Everyone has different ways to sell, webinars, tripwires, high ticket offers, etc.

Russell’s Expert Secrets book tells you how to figure out the What and the How. At
this point, you need to focus on just One Core Funnel and offer. When they launched
ClickFunnels it took 6 variations of the funnel, and they finally went from 0-1 million in
one week. You’ll get bored with it before the market does. Your ability to get to 7 figures
is in direct correlation to being able to focus on one funnel.

The Value Ladder (from the Dot Com Secrets book) is all about where you are
going, not where you’re starting.

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 What’s the core thing you want to sell? Something that is infinitely scalable - that’s
where you start. Russell’s Inner Circle members know he has a rule...you have to get to
at least a million dollars before you can create something else. Just focus on that one
thing for the next 12 months. It’s so much easier to double down on one thing than to try
to do a million things at once.

After your initial funnel is working, it’s key to build up pressure, so when funnel
number two is released, people will go crazy for it. Typically your backend funnel comes
next.

Funnel Hackers You Know -

One of Russell’s ClickFunnels users went from 0-$1 million in 5 months. He got a
little tipsy and posted this video in the FB group to thank Russell. Russell ending up
using the video as an ad and has since sold thousands of books and received millions
of views.

Jaime makes her own soaps, lotions etc. She had her what but needed to figure
out her how. Some people wonder if it’s possible to do a perfect webinar when selling
products? But Jaime went from 0 - $90,000 in sales and they have been blowing up
ever since doing her perfect webinar on a Facebook live webinar.

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 If you put it out there, the market will tell you if you did it right. If the market tells
you that you failed, come back again. That’s the game. Liz had a goal of $50k in 30
days. It would take more than 30 days to figure out the what and how. When she got it
right, she went from 0 to the 2 comma club almost overnight. Natalie came to an event
last February. She launched an ebook and went from 0 to the 2 comma club in 4
months!

There over 258 other stories here in this room. If it doesn't work, don’t get
stressed out. Even Russell had to do 6 funnels before it worked. It was so worth it!
You’ll make more when one funnel hits than you’ll make more in your lifetime otherwise.

The Creativity switch - this is what took Russell to the next level.

Russell felt he had have to shift his creativity as an entrepreneur.

Jay Abraham told him that there are only 3 ways to grow a company:
● More customers - Acquisition Funnels
● Get customers to spend more money - Ascension Funnels
● Get customers to buy more often - Monetization Funnels

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Acquisition Funnels

Russell considered ways to increase people coming to his offer and thought,
“What if I build more front end acquisition funnels?” So he launched his Dotcom Secrets
book. The goal of the book is to get people to know they need ClickFunnels. He wrote
the next book to acquire customers in again. The book funnel is probably one of the
hardest funnels to get to work.

After people starting seeing ads for his webinars, that’s when he wrote the book.
A common mistake is that people create a value ladder and add more and more things.
A business should create one core offer, one backend offer and stop there, don’t create
anything else on the value ladder after that.

After Russell launched his book, he wanted to get more network marketers to
use ClickFunnels. He messaged Julie Stoian and they put together a book to market to
the network marketing industry. He also has an e-comm funnel book. Create different
funnels to market to different segments of your market. Remember, after you create the
backend to your value ladder, you should never touch is again, ever. Focus your
entrepreneurial creativity on creating really fun front ends.

Ascension Funnels

Russell learned this concept from Bill Glazer when he was in the GKIC program.
If you were in the program they focused on shifting you from one level to the next. The
only goal was to get people to ascend. Last year, at the ClickFunnels event they did a
presentation called follow up funnels. The entire goal was to ascend people from
ClickFunnels to Actionetics. Approximately 20% of customers have ascended up to that.
They make more from Actionetics than from ClickFunnels now. He didn’t have to re-sell
them anything because they were already ClickFunnels users.

Think about “How do I serve my customers more to get them at a higher level?”
Create ascension funnels to service them at a higher level. Focus your entrepreneurial
efforts on these type of products.

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Monetization Funnel

Initially you’re offering them an opportunity to switch from one thing to another,
for example Funnel Scripts, Funnel University, etc. Think “What else does my audience
need to be more successful?” We created these things to help them on their journey.
They opened up their core offer first, then focused on their backend offer, then focused
on the frontend. That’s the focus hierarchy.

More Funnel Hackers: Brandon and Kaleigh

They went from zero to a million, then a million to ten, now they are on a journey
from ten to a hundred million. If you reverse engineer their process, they followed it this
plan to a T. They launched a webinar that gave you lifetime access for $150. They grew
it to over 1 million dollars before they focused on the next thing. Then they thought how
can they better serve their customer and opened up a supplement company. The
pressure had been building for so long, it just blew up once they launched it. You need
to do a live webinar once a week before you make one million dollars. If you do it live,
your audience will tell you how to figure out the What and How. After they launched the
supplements, they focused on coaching.

Alex and Laila launched their new company in April. They have gone from 0-10
million since April. That’s gotta be a record. They did their core offer, then blew up with
the backend. The path and the process is still the same.

Recap:
● Focus on the What and the How
● Transition your creativity to figure out ascension, monetization and acquisition
funnels.
● To go from $10-$100 million, you need to focus on Mass Traffic.

Think about...What kinds of ads can I make that make people go insane? (for
example, Russell made an ad where he lit his Expert Secrets book on fire). Another

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video promoting the book including him with his famous potato gun. Remember, when
you get to that point, you don’t need more offers, focus your energy on more creative
front end offers.

If you look at 4 years ago, there were only 1-2 people within ClickFunnels making
$1,000,000. As a community we are all growing together. Focus on where you’re at,
build that piece out and the market will tell you when you’re ready to transition.

We’re not normal, most people don’t wake up in the morning figuring out how to change
the world, how to sell more products. We’re different and that’s good.

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 The Identity switch
Kaelin Poulin

Kaelin Poulin (A.K.A. The LadyBoss) has built a paid community of over
100,000+ women who are all interested in losing weight. But not just any
community...Kaelin has grown her business to over 8-figures by harnessing how to
create a true cult-ture.

Her book Big Fat Lies was a huge success. Then came Lady Boss swag, labs
and coaching. This identity shift is what caused her customers to buy from her over and
over again and they love doing that. Three years ago, she was transitioning out of an
old business, was missing car payments and broke. These numbers are possible for
every one of you.

Anyone can sell something once. But you want to get your customers to buy from
you over and over again and have them be excited about doing it. You can build a huge
business and make a huge impact once you’re able to do this.

You have to remember your customers are real people and it's your duty to sell
to them over and over again. If you don’t, they will go back to the old ways and habits.
If she doesn’t continue to resell to her customers it’s a difference of life and death (from
people returning to an unhealthy lifestyle).

What's the repercussion of you not selling to them over and over? Loss of health,
loss of money? There’s a reason they convert 10% of every email into a customer, their
new swag sells out in 10 minutes, they have 1.2 million unique engagements in the paid
group every month. 50% of their community is active every day.

Her customers sell for her on FaceBook live. She went from zero and broke to an 8
figure business. It's also because of “Cult-ure”.

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 How many have overlooked the culture and community of your business? It's
more than just about you, you don’t create the culture, every one of your customers,
every support person you have, every affiliate you have creates the culture.

How you attract your Cult-ure?

This is the foundation of your community. You have to divide your customers up
front, from the crowd or else they will divide themselves inside of your community.

You have to figure out who you want in you tribe and who you don’t want. Make a
list of who you want and who you don’t want and share it with your customers.

This your club and you get to pick the people and don’t feel bad about it. It allows
you to be the real you. Unless you divide, you’re going to have everyone and you’ll feel
trapped. She doesn’t ever have to apologize. She can go in her group and pray for
people and that’s ok, because that is part of the personality of the tribe she wants to
attract.

Identity shift

We have to step them out of their own identity and step them into their new one.
You have to create what you want them to be. It can’t be the “Me Show”. The customers
can’t relate to that, “I’ll never be like her”. You have to come up with an “I am a…”

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statement. I am a Lady Boss. Come up with one or two words. For example - “I am a
Funnel Hacker”.

Create the Manifesto

Spend time really thinking about who you want and thinking about who you want
them to become. Her husband hit record button on the phone and they talked about
what it means to be a Lady Boss. Then they had it transcribed. Her customers print it
out, hang it on their mirror, and they print it everywhere.

This is lifeblood of your group, it’s important that you don’t just throw it together.
What were your a-ha moments, what did you need to know? They made phone screen
savers, etc. to remind their customers. “This is who I am now” so they connect to her.

Their new identity and the changes that are occurring are connected to her and
her brand. Which is a good thing only if you are going to commit to helping that person.

Next, step them into their new identity with their personal power statement. Using
your manifesto, create a personal power statement your customer will read every day.

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They will know their goals and create their why. It’s very powerful when your customers
reads it to themselves every day.

You’ve created the framework of who they are becoming. Be very careful of your
words that you use. Give them their cape (super power) - think about what are the
things they struggle with most, how can you take those and turn them around to come
up with the things to say to themselves. You can see the pitfalls coming. They have
Lady Boss clothing. It’s not clothing, its a cape! When they put it on they become
different, like Superman.

It reminds them every day how empowered they are to do what they need to do,
where they are at their journey and keep moving forward. Each time they put it on they
are proclaiming their identity in you. It’s like saying “I’m American”. It will help them do
the impossible.

With their identity shift, think about what are the tools you can give them? It’s not
the name, it's the culture, the community, how they feel. They become a new person
and are connected to you.

They were 2 years into their business before they implemented this. Once you’ve
bonded something to a person, it's there forever. They buy because they know they are
a Lady Boss and it’s part of who they are, and it makes them feel good about
themselves.

How are they doing they going to be inspired to get their results.

Remember these things:

● Care about your customer.
● Create your T chart, who you want and don’t want.
● Create the “I Am …” statement and your manifest
● Create your power statement and give them a cape.

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 You’re a Lady Boss now and this is how you deal with it. Every day we take them
into that next step into being a Lady Boss and into their weight loss journey.

If there’s anything you take away, just Do What Russell Says. He’s made the road
for you and parted the sea. Don’t reinvent the wheel, all you need to do is follow the
system. People ask them all the time how they did it and that’s what they did. Don’t try
to recreate the wheel. Just know it's possible.

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 The Power of Vulnerability
Natalie Hodson

Natalie Hodson, owner of a brilliant weight-loss business, struggled with

constantly molding herself into this ideal image for her followers: the perfect body,
perfect six pack abs, perfectly toned arms.

Even though she literally postured herself into this image of a perfect woman, her
business struggled because her audience was so small. One day, she created a video
that showed herself when she happened to be at her most vulnerable and the response
was overwhelming.

It all started when she joined a free program to be held accountable to lose
weight. The group shared real photos and things they were struggling with each day,
and the group grew. Before long they had 1,000 in the group. She was the moderator of
the group and cheering everyone on and felt committed to do it.

She had awesome results, and people started sending her PM’s on Facebook,
so she started a public page in order to communicate as well as a blog. She shared
every single step of her journey and people were invested in that. She would share
good healthy recipes, even the horrible ones as well. She would share her frustrations
(about bringing kids to the gym for example) and would share how to eat healthy when
on a budget.

She didn’t even realize that she was giving people the reality of what was going
on in her life. After a while BodyBuilding.com reached out to her and she got to meet
Arnold Schwarzenegger.

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 Soon after a video she had posted of her bending over, holding her waist went
crazy viral. She started to feel the pressure to keep performing. It made her feel better
and people seemed to like it. She thought, she’s not just a stay at mom, and felt like she
needed to be an expert, because she was somebody in the fitness industry. That’s
when everything went wrong.

She tried way too hard to be the expert. When she stopped showing the reality,
her numbers dropped. She didn’t know where to go next and thought her opportunity
was over. She went back to the drawing board and looked at her past blog posts. She
decided to recreate that and figured out the pattern which had a 4 step system which
surrounded vulnerability.

The Formula - How to make viral posts/videos

At first, she would take a pretty photo, start with the vulnerability stuff and went
into selling the program. But when she tried to recreate the vulnerability it didn’t work.
She needed a new strategy to capture those moments.

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 Vulnerability is the ultimate human connector. When you are the one being
vulnerable, it makes you feel small and scared but when you’re talking about it to
everyone else it makes you look strong and courageous. When you’re down, people
want to help you and relate to you.

Don’t be afraid to be real and share. Being real and sharing, be honest, show
behind the doors. Sometimes it might be easier for woman to feel vulnerable than men.
For example, look at Conor McGregor. There are other MMA fighters, but he’s at the top
of social media because he’s not only a good salesman, but he shows everything, how
he was super poor, went through struggles, etc.

Look at Russell - on his podcasts, he told the painful story of how he got kicked
out of his office, all the desks were being sold and he did the webinar that changed
everything. How many of us could relate to that? How are we going to pay our bills this
month? Provide for my family? You know his ups and downs.

Authenticity is kind of a buzzword right now. Humble bragging is not real. Real
vulnerability is like “I was at the gym today, saw my ex’s girlfriend and I felt horrible”.

Then there’s the other movements, you know the ones...#grind #savages
#hustle, etc. Nobody hustles 100% of the day. We know you are also netflix binging but
you don’t put that on Instagram.

Just show more of the real moments and more people will get invested on
sharing the entire journey. The system is not how to make fake content look real.
Write it down when you are in a vulnerable moment. And It’s ok to share.

Pull out your phone, shorthand the exact real raw moments so you won’t forget
them. If you try to recap it later, it will never come out the same.

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 If this is something that you are really feeling insecure about, you can share after
you work through it. Like bankruptcy for example, you can talk about the shame and
embarrassment and talk about it later. Being real, honest and sharing the raw parts of
your life act as a magnet.

There are some things that aren’t meant to be shared, use your best judgment on
that. Your audience will say “Me too!” and it causes them to trust you and they can
relate to you. When people trust you they will buy from you.

You can be professional on your site and posts. But on your instagram stories
you can be real. For ex. Russell’s info is like this. His stories and podcasts will show
that. You get 2 shots - your site and your behind the scenes.

All the new apps are geared towards being real, like Instagram stories, Snapchat.
Facebook Live. People want to be talking live with you.

When you drop a post, people can go back door and see how it actually
happened. 90% of your posts have to be actual good content. Use Russell’s tips from
the Expert Secrets book. You have to be good at what you do and you have to deliver.

Four step system for writing real and vulnerable posts

1. Start off with what you are struggling with. (examples, feeling not enough,
insecure, body shame, failure, not being a good enough dad, not provide enough
for your family, a breakup...whatever the hard, struggle feeling is)
2. Show grace in your posts
3. Relate it to other times in your life when you have felt the same way and how you
were able to work through it then.
4. This is what I did to work through it or this is what I am going to do to work
through it (stay positive and bring it back full circle).

Without step 4 you’re just Tom Cruise jumping on the couch.

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 Examples of what not to do when it doesn’t work - when Tom Cruise was
jumping on Oprah’s couch...or Britney Spears shaving her head...or when one of the
Bachelor show girls is crying non-stop on the show.

So this method works great to get raving fans but how do you monetize it? Well
for Natalie, she had a video that went viral when she peed her pants while exercising.

She went through her blog posts and partnered with a doctor friend to deal with
this issue. Keep it positive and give a solution at the end. They sold a $37 dollar e-book
and sold over one million dollars in just 4 months because she was willing to be
vulnerable.

If you're looking for a blue ocean you need to think about the things that nobody
else wants to talk about. Take all your moments in your life where you felt raw and
vulnerable and you can strategically use it to create a movement and impact people.

Start small, baby steps. That’s when people buy in and go on the journey with
you. It gives you the relatability. Anybody can be an expert. You drawn them in because

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of your stories and you are real. When you're willing to talk about the real moments,
people will buy from you.

Share the ups and down. Share the hard stuff, the things no one wants to talk
about. When you look back on your life, you don’t want life to be a straight line. The
downs are the things that give you credibility. No one tells all the good stories when
you’re older. Begin documenting right now. Drop your ego, be real with your audience.

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 Conversation Domination - How to Get
Clients to Addictively Watch You on
every Platform They Live on
Russell Brunson

Since they’ve launched ClickFunnels there have been 37 people who have tried
to take down ClickFunnels since they’ve started. Russell has tried to make so much
noise so that no one can compete. You want your message everywhere!

Gary Vaynerchuk video - Just like in this video as Gary explains it, if you think
about today’s phones it is like the television in 1965 and televisions are the radio.
History loves to repeat itself. Youtube, Instagram and Facebook are the 3 major
networks. There will be more channels built on the phone platform. You need to figure
out the channels where you can be the star of that network.

When Russell met Tony Robbins 10 years ago, he said he got his start with
infomercials when there were only 3 channels. He was everywhere and dominated all of
them. We have this unique opportunity now, to build a huge brand across these new
channels. You want to try to dominate the entire conversation in your marketplace.

With the history of television, first they had to get tv’s in people’s homes, then we
had 3 channels and each channel had individual shows. Today, it's similar, people
already have phones in their pockets. They already have the channels (apps). We need
to create and promote our own shows.

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 Whoever has the best distribution will win. For example every shark on Shark
Tank has a distribution channel. Build your own and you can sell whatever you want.
For your first distribution list, you need an email list. You should average a minimum of
$1 per name per month. This is the low end if you’re really bad at it. That’s the key to
distribution, you are building lists.

Next is social lists - messenger lists. You need both messenger and email lists.
Do not rely only on one distribution channel. How do you build your distribution?

There are 3 types of traffic:

1. Traffic you control

2. Traffic you don’t control
3. Traffic you own, there you can do anything you want.

With traffic you control, you’re sending it to some type of funnel typically and
there you get their email address. There is a new feature coming out in ClickFunnels
called Opt-In Bumps where no longer you just get their e-mail but you get their
messenger as well. Now you’ll have two distribution channels at the same time.

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 Russell was listening to a Brendan Burchard radio ad, where he talks about
giving away his book, The Motivation Manifesto. He asked people to send a text and
when you sent it, you were directed to a link to his funnel.

It took humans out of the sales process. For example a Facebook ad would say:
“Here’s my free book, if you want a free copy, message me on Facebook and I’ll send
you the link.” Now you have them on your both your email list and Facebook list.

The goal of ads is to build your distribution. (email, messenger, new Actionetics
MD) What are the goals of distribution? To sell stuff! You want to convert traffic that you
don’t control into traffic that you own. There are some issues with regular distribution. If
you email once a day, there’s an unwritten rule to stick to that. Messenger and text
messaging should be even less.

The goal outside of selling is to build the shows on your channel. Use the
distribution to build the podcasts, a Facebook following, a YouTube following etc. You
are building your platform, your personal shows on your phones.

How many people remember a show “Celebrity Apprentice”. When Arsenio Hall
was on it, they were doing a fundraising activity and he couldn’t raise any money. He
said something that was really powerful to Russell “When I had my own show, everyone
returned my calls.” If you don’t have a platform it's going to be harder and harder.

Different Platforms

Instagram - this is your reality show. Think The Bachelor, Survivor etc.
Facebook - this is your talk show. Think Ellen, The View, etc.
YouTube - this is the sitcom, like Friends, Seinfeld, etc.
Podcast - this is the radio show like Howard Stern, Glenn Beck.

There are other channels coming. Be aware of those so you can jump in quick.

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Russell looked at Twitch recently. It's the ESPN of our phone. They watch each other
play video games. It's the sportscenter of our phones.

Can you build a channel like that for your business?

Why build multiple shows? How many of you like to read blog posts? How many
like to watch YouTube videos? People like to listen to podcasts. So there’s a variety of
people for each channel. There’s crossover but not everyone likes all the channels.

Which one do you think is the most important for your conversation? Russell
thinks Instagram because you can literally do 50 episodes a day. It's your own personal
reality show. Russell documents everything. That intimacy is one of the best platforms
he’s seen and there’s a relationship/connection with the attractive character,. When he’s
on Instagram, he’s home with his kids, etc. and there’s a different levels of intimacy.

You can also document the journey. Russell has been documenting this event and
guarantees there will be lots of people buying tickets for next year’s event after watching
it.

At the end of the video, you can say “Swipe up” (if you have at least 10,000
followers) and it takes them to any website you want. If you have less than 10k
followers, you have to say “Link in Bio”.

There are huge benefits of having your own reality show. You can have product
placement. If he’s filming in his office, he can have the 2 Comma Club Award on the
wall behind him and talk about that.

You can presell content - I’m working on a blog posts, etc, they are part of the
creative of the content with you. They watch 3 or 4 stores and want to watch the end
result. You can push to your other content.

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 You should use your email and messenger to build your channel up. Inside all your
channels you have all types of episodes. And when something goes live, for example if
they are listening to the podcast they will already hear it and if not, then those who
follow on Instagram will be pushed back into the channels.

Check out Russell’s Instagram to get an idea of how he does this.

If you get a lot of views in beginning on Instagram, it spikes. The algorithm will
reward him. Most times you write a blog post or email no one cares. But if you talk
about it live, they are part of it with you and will be more engaged and care.

Check out 1,000 True Fans article by Kevin Kelly. If you have 1,000 true fans, that is
enough to make a living.

Post on Instagram with your kids, your pets, swipe to get tickets to events, talk about
podcasts, videos, etc. All day long people take breaks and check their phones. Your
people will be connected to you 50 times a day.

Gary Vaynerchuk also has a good example, follow him on Instagram to see how he
does it.

Push to different content and different things you are selling. The goal of your reality
show is to get them to build rapport, get them to your content.

How do you build to 10,000 followers?

● Use your original channels to push them to Instagram.
● You can target people who are most likely to buy your products with paid “swipe
up” ads
● Dream 100 (get distribution from others) pay people to post stuff, partnerships,
etc.

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 Instagram is hashtag based, it’s like a filing cabinet, your posts are the papers. You
can use hashtags based on location, event, brand, community or on trending stuff. It’s
all about figuring out where the conversation is happening and plugging in.

Russell’s trick to 3x-ing his views - everyone once in a while, he says in his video
that his publishes in his Instagram feed “If you want to see behind the scenes, click on
the link. Make sure you watch my show…” and people will tune into his InstaStories
more often.

One thing to stress, don’t build all channels at once, find one to be really good at one
first. Facebook is more like a talk show. They want interaction, engagement, comments.
Opening monologue, tell your story, Q&A’s, build rapport, etc.

Pro’s - it’s fast, targeted

Cons - it’s a news feed platform, then it disappears fast, people don’t go back to to
watch it again.

Use Facebook to build your Instagram channel, then use Instagram to post to
your reality show.

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 YouTube - it's going to be a better longer term play, since Facebook is changing
things around lately. People will re-watch your videos (like Seinfeld, etc.) and the video
views grow (unlike disappearing on Facebook).

There are 2 types of videos - discoverable and engagement. Put one of each out
each week.

Discoverable - the goal is to get people to discover you, to subscribe to your channel.
You are focusing your video on an actual keyword phrase. Ask them to subscribe.
Russell uses the vidIQ tool, a free Chrome plug in to funnel hack videos. Then reverse
engineer with your own videos.

engagement - people who already follow you and you want to create more rapport with
them. Check out Russell’s Funnel Hacker TV episodes to see behind the scenes
videos. Russell’s Why entrepreneurs suck at vacations video is an example of a fun
video that people will watch over and over again.

Radio Show channel - like Russell’s podcast - www.marketingsecrets.com

Russell loves them because they are the most intimate. When people are
listening to podcasts they are usually unplugging from everything else and it's you in
their head talking to them. Its powerful. Everyone should have their own podcast.

They will also become your best buyers and are worth more money to you.
People who listen to podcasts make more money per year. Don’t just do a Q&A show,
people want to get to know you also. Tell your story.

Record your podcast in the same way as how they are listening. For example,
Russell would record his podcast while driving in his car. Create your podcast in the
same way they would consume it.

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 Use podcasts to share your beliefs and observations, what you’re learning about
your topics and let your customers always be on the edge of discovery with you. Talk
about your “Why”. People will binge listen to you.

“If you like this, go back and listen to all my podcasts from the beginning”
Russell also ended up putting their podcasts on MP3 players to send to customers.

See how Russell did this with his Marketing In Your Car Podcast here.

Announcement: ClickFunnels now has a stats app available on both Android and
iPhone.

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 Funnel Hacking a Blue ocean

Russell Brunson

Day 1 was all about building community, tribe and dominating the conversation.
Day 2 is what specific funnels can I use to crush it. Remember, one little funnel hack
can make you 1 million dollars.

Besides the use of ClickFunnels to make money, but there’s so many lives you
can touch to make them better. Every time you build a funnel, that has at least 100
visitors to the funnel, they donate $1 to World Teacher Aid.

Funnel Audibles - How to Nail it so You Can scale It

You need to be ok with the fact that the first time you launch, it may not work.

Russell brought his dad on the stage. He tells the story of when he was growing
up he expected to be the state wrestling champ, but it didn’t happen. He was broken
and depressed after losing an important tournament as a 16 year old. His dad had
filmed the losing match and watched it over and over. They drilled every day for the next
4 months and 4 months later, in his junior year, he used the same move that his
opponent has previously used on him, to win and become the state champ.

step 1 - plan on it failing and be completely OK with that.

Russell had the chance to interview Gary Halbert (check out The Gary Halbert
Letter to read all the letters). It had a profound effect. One good idea that occurs to you
while walking on a beach, properly executed is worth more than 10 lifetimes of hard
work

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 Confusing funnels - if your funnels is too confusing it’s not a good thing,
complexity is not your friend in the funnel game. Having 8,000 variations back and forth
is not going to help you. There’s a big reason ClickFunnels is built to be simple.
Russell’s funnels are very simple and they make a ton of money.

The questions Russell gets asked all the time:

- How do I know if I have a winner?

- If I don’t have a winner, what changes should I make?

There’s only two numbers you have to understand - CPA (cost per acquisition, how
much does it cost you to get a customer) and ACV (average cart value, how much
money do you make from that person on average from inside your funnel).

Your goal is to make sure your CPA is smaller than your ACV.

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The Funnel Hacker Mindset:
- Create something fast, don’t spent 10, 12 months etc.
- Most of your funnels will start off bad and that’s ok. You want to lose quickly so
you’ll know how to win.

Invest about $1,000 in traffic, create a funnel with the best possible version you
know. Set it to run for a few days, then the market will tell you if it works. The only
opinion you should care about is the customer’s. Don’t listen to anyone else but the
market, they will vote with their credit cards.

After that you stop, look at the analytics, decide what changes to make, make
tweaks and drive more traffic. Rinse and repeat. Usually after 2-3 times, you’ll have a
funnel that wins.

Russell showed an example of his Expert Secrets funnel example.

They looked at the variety of ads they run and figured out they averaged $9.17 to
sell an actual copy of the book. With their initial landing page they got 15.6% of the
people to give out their full shipping information, with an ACV of $0 so far.

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 With Step #2 where they asked people to buy the product, they had a 3.5% follow
through, and their ACV was $22.38. Next they had an order form bump for $37 and
10.2% of the people took that, which added $3.77 to their ACV.

Next was the first OTO, and 11% took that which added $5.17 to their ACV. They
made a total of $22.10 for every book they sold.

After that, he looked at the numbers and figured out what to test first. Always be
thinking “How can I give myself a raise today?” You should think of this every morning
when you wake up.

A lot of people ask how many ads should you be running. The Experts Secrets
Funnel had lots and lots of ads because ad fatigue is real and even faster online vs
offline.

The 2nd Funnel Audible

Russell noticed Dean Graziosi is selling 4x as many books. He said that his
infomercial would last 18 months on average before he had to make a new show. The
average online ad only works for about 3 weeks. Russell figured out he needs to do 2-3
ads per week consistently, using lots and lots of creatives.

One of the first people Russell interviewed was Vincent James, a 28 year old kid
selling supplements through direct mail and who made one hundred million dollars.
Offline he feels like you can go forever, with direct mail, etc. With online, it costs too
much.
Everywhere you go you should have your camera. Create creative all the time
and test it out. That’s how you will win at this game. CPA’s are going to change all the
time.

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 Russell felt the 10.2% was too low and the offer was confusing (customers were
seeing 2 things). The ad wasn’t impulsive enough, and he needed to make it simpler.
The backend product was not changed, he just reworked the ad to sell just one thing.
He simplified offer and it went to a 17.4% conversion rate and the ACV went up to
$33.94 with a total profit of $26.80.

He decided to add another upsell, went into the backyard and thought “What’s
the hook to his upsell?” Think about the process, what’s the hook? What’s the offer? If
someone bought the book, the first upsell was the audio book. He then realized a lot of
people are scared about being the expert, so what does he have to help with that?

Garrett White talked about the evolution of being an expert in 3 different

presentations, so his video upsell included Garrett’s presentation on that subject. He
played a piece of the presentation and asked ‘You guys want that?” Once that was
added, it added a 4.5% conversion, the total profit was $35.66.

The Third Funnel Audible

Russell wanted a better hook and to simplify the offer. He noticed if he can say
the word free 20x in a video, it converts better.

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 When they bought the offer (the audio book), they got all these extra things for
free. “You get this for free, this for free, this for free…” All these free things had a really
cool story being it. He really talked up the free offers more than the audio book offer.
Get into why they should desire your upsell, why is that thing sexy? This bumped it up
to a 21.5% conversion rate. The ACV went to $47.55 and the total net was $23.76
(because the acquisition costs had gone up).

Fourth Funnel audible:

Next Russell thought, “What if at the end of the funnel, you do a thank you
webinar?” It ascends them up your value ladder. “Thank you so much for buying this
book, but I don’t want you waiting so right now we’ll cover ways to get you started.
Secret #1, Secret #2, Secret #3…” He talked for 45 minutes, and at the end sold
ClickFunnels right there on the thank you page at $2,000 a pop.

They did funnel stacking right there with a captive audience, pre-framed the cost
(How would you like to launch a business in the next 30 days for under $2,000?” By the
time they get to the pitch, thank you page webinar.

With the thank you page webinar, they had a .5% conversion for the thank you
page offer and ended up with $33.73 for every book they sell.

What if you don’t sell books? This works for all kinds of stuff. For example,
Jamie’s soap business. They were running 3 ads, selling a lotion bar on the front end
with a cost of approximately $10-$13. Their CPA was $14.61.

On page 1, they had their perfect webinar page for pitching their product with a 7.9%

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conversion.

On page 2, they had their first product offer with 34.5% buying, and an ACV of $35.58.

1st upsell with 19% buying adding $4.73 to their upsell.

2nd upsell with 34.3% buying adding $9.76 to the ACV.

Lastly, they have their final offer at 4.25% with adds another $3.07, bringing their ACV
to $55.15.

They added $40.54 per ad after tweaking and testing. Usually the crazier the ad the
better.

Example of ClickFunnels user: They originally had $24.85 cost per registrant with
a 22.4% show up rate. Their original headline said “How to add 6 figures to your web
design business, by helping people get 5 star reviews….without selling and spending
lots of money”. They changed a headline and went to $5.84 per registrant with a show
up rate of 31.7%, after shifting to a curiosity based headline.

Instead of telling people what it is, tell them what it’s not. “How I added 6 figures
to my web company by adding one easy offer service and it doesn’t require cold calling,

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spending lots of money, time or required added resources. And no it’s not Facebook
ads, SEO…”. The first time they ran the new ad with the new headline their cost per
registrant went down to $5.84 just by changing the headline to add curiosity. Their show
up rate increased as well.

Russell’s cost to acquire people to get to his webinar was $168 (to buy a product
that is $497 a year) and $329 bottom line. 33% converted during the replay.

How much do you spend for each application that comes through in the high
ticket business? It costs $63 on average to get someone to fill out application for their
coaching program. They used a simple 3 step funnel, first page with preliminary
information, next page they fill out the application and the next step we call them on the
phone. They averaged $1,300 on phone for every application they got, their CPA was
$63, so they made $1,237 per application.

After you nail it, then you can scale it.

James Friel example: He had the worst funnel of all time. Last year he got a call
from a friend who set up a funnel to set up a “Rose Club For Men” for guys who forget
to send flowers. It launched around Mother’s Day last year.

Their CPA was $23.27 at first, and had a 2 step order process. The first page
was a landing page with a 2 step optin with a 24.5% conversion of people giving their
email. The next step was free shipping and $19 for 24 roses.

The second page had different upsell offers. They got 0 upsells, and their CPA
was more than they were making. He’s thinking “Thanks Russell, I’m one funnel away
from bankruptcy.”

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 He was trying to model the Fiberfix funnel. Russell looked at the funnel, said
everything was wrong with it. He told them if you’re going to model a funnel, you can’t
miss anything with all the steps.

He tweaked some things to model it exactly after that. He made the logo smaller,
added scarcity to the headline, pushed the main headline up, made a clearer message,
put a red bar above buy box.

The words in the field were changed to make the language friendlier. He
changed the button to the color green. Even the language under the button. All these
little things matter a lot. He said if you are going to model this funnel you need to
make it just like that. So he pulled up each funnel on two monitors and went through
pixel by pixel to make it more similar.

After the changes were made, he had a $2.72 earning per click and his ACV
increased to over $33.

His acquisition costs dropped when the conversions went up. He had a 63%
conversion on the FE opt-in, an increase to 10.74% on the buy, and 16.22% were taking
the upsell. That bumped them up to $33.48 ACV, a CPA of $16.77 with a $16.71 profit

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and they were actually making some money. Last month they made over $340,000 with
this funnel.

When you launch a funnel that’s not working, that doesn’t mean it’s not working,
you just need to dig in and improve it. If you don’t know what to tweak or test, find
someone else to look at.

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 The Ultimate Funnel
Dean Holland

Here’s a unique headline Dean came up with: “How to Get Rich Online And Be
Miserable”. Fine, this is the wrong headline for your product, but this is what Dean could
have written from experience. How about “How To Attract Your Perfect Customers For
Free And Systemically Turn Them Into Dream Clients And Repeat Customers For
Maximum Impact And Profit.”

Dean quit his job to do this fulltime in 2009. You’d think he’d had it all, nice
house, great dog etc. But on the inside he was miserable and couldn’t quite understand
why. 6 years previously while he was in 20’s, he was $60k in debt and didn’t know how
to turn it around. When he did do it later, he was almost depressed. He had lost his
passion, which was very scary to him.

You generally only see the 5% of people’s amazing day on social media.

He realized how he ended up being miserable and unhappy.

1. Think of an idea for a front end product that you think is what the market wants
2. Build a funnel for the offer
3. Get traffic
4. Make sales, get customers etc.

When you start thinking of an idea that you think the market needs, you can end
up serving the wrong customers. There’s nothing worse than losing your passion for
your business. It’s like hanging out with people you hate every day if you attract the
wrong people.

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 He had to get some help and had to get some help. He had to find his knight in
shining armor.

When we look at a value ladder, we look at it from the first step. The key is to start
your planning with the backend in mind. Where do I want to take people? Then you can
work towards the front.

If you know who what’s going to serve now, you know who that person is and can
figure out that front end product. If you’re bringing the wrong people through the front
you’ll be miserable. Once you are super clear you can deploy The Ultimate Funnel.

Customer Acquisition

You should seriously try and find the “Free + Shipping Funnel”, to find this to deploy
in your business. Like Russell’s book for example. They definitely work. In comparison
with a digital downloadable product, nothing compares. They noticed a difference from
1-2% to 18% in conversion with the same traffic.

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 What if you can’t write a book? There’s “Free + Shipping” product ideas. You
could have your webinar transcribed and made into your book. Have your video loaded
onto a flash drive. Take your video content and repackage it into a different way.

Example: Dean did a free + shipping offer for his girlfriend’s makeup business.
They gave away makeup brushes that they had sourced from Alibaba that cost about
$.63 each.

Free + Shipping Funnel - Here’s the structure that that they use for every single
funnel and it works.
● Free plus shipping order form
● Have 2 upsells and a downsell, then the thank you page.

They have have a $97 offer, then a $297 offer and the downsell is the split pay. He does
that with every funnel.

The Ascension Funnel

Now that we know these are our ideal customers you can ascend your customers
to your next thing ASAP. For example, with the markup brushes, they knew they were

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their ideal customer and could sell them to a subscription box, or a membership site.
Even though the product was free, they are pulling out their card to pay for shipping.

The Thank You Page Webinar

Take a webinar and put it immediately on the thank you page as opposed to
telling them about the webinar in an email. Most people are going to land on the
thank you page, which is the most underutilized page in the funnel.

At the end of the webinar, get them to fill out an application and get on the phone
with them. Think of “What is the next thing I have to sell?” then present it on the
webinar.

If you’re not comfortable doing a video, start with “Don’t go anywhere, let’s start
your training right now to get you towards your goals”. As opposed to “I’ve got a bonus
webinar for you”. The psychology is “this is part of my product, I better pay attention”
instead of that you are just selling them something else.

Thank you page webinar (approximately 60 minutes) -> Then the Application Page ->
(similar to Russell’s coaching application funnel) -> Then they get sent to “The
Homework page”. (bonus training and social proof testimonies).

You can use Russell’s Perfect Webinar program to do all of this.

Think of what’s the next thing you have to sell. Ascend them as soon as possible
while you have their attention.

Remove the noise from your funnel, focusing on moving them through the steps.
Have less offers. Keep following up, move them through the value ladder in the order in
which you’ve laid out, pushing people towards that “next thing”. That will serve the
customers by starting with the backend in mind. That has been a game changer. The
only reason for them not to take that next step is because you haven’t done something

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right...you haven’t answered an objection, you haven’t explained it properly, etc. It has
to be for them, because you know they are the ideal customer.

Backend Funnel

This is the easiest part, because people have kept buying products at this point.
Keep serving your customers, because if you don’t, someone else will. For example,
Russell just doesn’t have Dotcom Secrets, he has the Inner Circle, events, coaching,
etc.

You should always have more to keep offering. Everyone’s business should have an
underlying continuity to it.

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 How many attendees have bought Russell’s book, a ticket to an event, extras
etc. Will you buy more of ClickFunnels products? That is the ultimate funnel.

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 Documentary Funnels
Nick Daugherty

Nick’s works with the team that created the documentary funnel “The Truth
About Cancer” which captured over 1.5 million leads, and generated over $20 Million.

Imagine creating just ONE piece of content that positions you as a TOP authority
in your field, while allowing your audience into your world in a way that’s fun,
educational, profitable, AND engaging all at the same time?

You don’t need expensive equipment. You don’t have to be a world-class

filmmaker. You don’t even have to have years of “on-camera” experience.

The Life Goals of the Entrepreneur

● I want to be an entrepreneur so I can be my own boss and make a lot of money
● So I can work then I want…
● So nobody tells me what to do…
● So I can afford the things I never had as a kid…
● So I have can have an extraordinary life.

It all comes down to, so I can give back. What if you didn’t have to wait 30 years,
what if you could make a lot of money and give back at the same time?

10 years ago, Nick was making a record, dreaming of being a rockstar. He started a
blog, called “Nick’s Journey: How to get a record deal in 30 days”. He met some
amazing people who took him under their wing.

He met two amazing people, Mandi and John, both who eventually passed away
due to cancer. Nick had built an agency and got clients who included the author Jackie
Collins. They had 6 NY Times best sellers. She also died of cancer in 2015.

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 His wife suggested they watch “The Truth about Cancer”. It was shown as a series
of 9 episodes for 9 nights in a row. They gave away it for free, but they only had 24
hours to watch each episode. At end they asked people to buy DVD’s to support the
program.

In the fall of 2015, they made 8.8 million dollars, in 2016 9.8 million in 10 days. It
was the biggest launch ever in natural health.

In January 2017, they launched the Truth about Cancer, and spent $250K on FB
ads. They had 340k unique visits and made 500K.

They did 5 more relaunches in 2017, mostly to cold traffic and ended up with 900K
leads with a $4.94 earning per lead and a $2.55 cost per lead.

Next he thought “What else can we do?: and launched “The Truth about Vaccines”.

- They got 650K leads, and made $5.96 per lead.

- This vaccine argument ended up with private meetings with Congress.
- Here’s how and why it works, there’s a deep psychology behind it. Urgency and
scarcity are built in.

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 - There’s the time compression element, if you put people into a room, you feel
emotionally bonded to those people and have transitional moments.
- There’s a temporary escape from reality built into it. It's kind of like summer
camp. In the beginning you weren’t sure you wanted to go and by the last day
everyone doesn’t want to leave.

Documentary Series Funnel

Pre-launch you are building a buzz, getting people psyched about it.

On the confirmation page, there’s a “Refer a friend” button. Who do you know
that needs this information? If you have a message you believe people need to know,
ask them for help to bring people in.

You are getting people to consume day after day and push for the sales at the
end.

Each episode should have an anchor theme. Theirs was “Us vs. Them”. It’s a
very powerful story. Put Facebook comments below each video to get people to talk

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about it. You’re slowly indoctrinating people day after day. That’s what happened to him,
he wanted to be a part of it and keep it successful.

With the video optin page and a compelling trailer, you are taking people on the
journey. They were told “It’ll be free and you’ll find hidden information you won’t find
anywhere else”. Put social proof at the bottom with share numbers, etc. When they did
this, the social widget didn’t go past a million at first, they had to contact their tech
people to add another digit.

Don’t assume people will show up and watch it. Continue selling them on why
they need to watch it, ask them to mark their calendars, incentive people to share it,
upviral it. “If you share it with 5 people we’ll give you X” (a t-shirt, etc.)
Have a big countdown before it starts to generate anticipation.

They used a soft sales pitch, with the first cart closing Friday at midnight. The
orders crashed the website and they opened the series back up so people could binge
watch with a “hidden weekend”. The second cart closed on Sunday at midnight

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 This is the future of mass movement. It’s mission based with a bigger goal than
just making money. It’s called a wake-up funnel. Think of the impact ripple effect and
the legacy we’re leaving behind.

What if you’re not a filmmaker? Neither were they. If you have a why that’s big
enough, and you will be able to figure it out. Russell is not a filmmaker either, but you
can find someone to partner with. There’s a lot of filmmakers in school who will do it for
cheap money.

They were able to reach 10 million people launching the series that way.

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 Unique Webinar Funnels
Jason Fladlien

Webinars make money! This works for information products, coaching, software,
etc. You become The expert in your field, you become legendary which allows you to
make even more money. It’s Jason’s favorite way to get new customers. The quickest
way to get something to get someone to spend $1,000 with you is with a webinar.
Rapid Crush has had total sales totaling almost $10,000,000 using webinars.

Recommendation: Check out Russell Brunson’s Perfect Webinar. He uses the exact
sequence he teaches to sell from webinars and the stage. In fact, he used the Perfect
Webinar script to sell over 10 million dollars from the stage during this event. It’s well
worth the investment (I own it and use it as well).

The standard Webinar Funnel

This is perfect for new product launches.

Registration Page

You’ll have your registration page, it looks like an event page not a squeeze
page. Don’t say give me your email, but come to this free event. Use scarcity to get
people to take action. Write bullet points, “blind bullets”, “The one single thing you can
do on a webinar that will create more buyers than most people do, would you like to
know what that is?, etc. Not to short, not too long, the goal is not sign ups, its show ups.

Thank You page

Sell the email to create an inbox relationship. Show them they opted in and you
and I are now friends, show them what to expect. Tell this this is not a normal

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webinar...you'll be able to do something and get a result that you wish to have.

Create commitment to establish consistency.

“What I need from you”...this creates compliance. “I need your attention, I need
you do…” If they do a small compliance they are more likely commit to do a bigger one.

Use testimonials, it’s the most effective way to prove you can help people with
what you teach.

The Product Sales Page

It's all focused on the explanation of your core offer, here’s what you get and
here are the bonuses which take up 80% of the page. What you get for free is so much
more and that’s why they take up more space. What you get for free is this much! Finish
it with a guarantee and a call to action.

In general, they will do a replay page. Make the free webinar expire at the same
time as your office expires, or whatever scarcity tactics that you employ.
Delay the button to show up when the offer is revealed. If your offer comes in at 53
minutes and 54 seconds, then that’s when you should show your offer.

Check your mobile - super important! Make sure it makes sense. This accounts
for 50% of traffic. Have a thumbnail that sells that click, because mobile doesn’t
autoplay video. Have strong multiple CTA’s. “Go to example.com right now, sign up
right now, you need to enter your email, click on that button right now, etc.” Make sure
the URL and button functions as well.

Edit it to start strong, not with a sound check or warm up. Most people open it by
saying “We have Steve from Virginia...etc.” It’s boring. Edit the first 5 minutes, watch

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your bounce rates lower.

“Ok we are going to beginning recording, we will take a 5 second break.then start.”

Promotion sequence
Day 1-3: mail audience to the registration page
Day 4 - 6: mail to replay page (twice on day 6) AM and PM. Typically 50% of your sales
will occur on the last day.
Day 7: offer closed (take the God approach, on day 7 you rest

You can run this exact same funnel to the exact same audience 3 times a year
and get almost the exact same conversion. It’s perfect for webinars you’re sick of doing
live because any money is better than no money.

What about cold traffic? This is when we use The evergreen Funnel.

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The registration page looks similar but we sell the timing, 15 minutes or less, pre-sell
even less and focus more on getting the opt-in more. It’s essentially:

Headline, Gigantic Countdown Timer, opt-In.

The timing sells the optin, not the copy.

Keep it clean, test, test test. Unlike live webinars, these webinars can be
optimized every single day. Once they optin they go to a waiting room page where they
will hear you talk and get excited about the video. For 9:59 or less they will hear you talk
and get them pumped.

Use full motion video if you can to get them excited and get people to connect
personally with you if they don’t know who you are.

Use your testimonials, they are very effective. Stress the timing, “The webinar is
almost here!” Then they are automatically forwarded to the broadcast page. Remove
video controls including pause controls! Remember it's a streaming webinar and it
doesn’t have a play button. Remember mobile, as that can be more than half your
traffic

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 For live webinars people will typically log in on desktop, for replays typically they
will be on phone. Future pace “Here’s what I’m going to share on this webinar” Consider
chat so interaction can occur.

You’re not actually interacting with them, you’re getting them to click and interact.
“Does this resonate with you?” “What’s your favorite thing so far, type it in”.
When you start pitching on your broadcast page, the reveal today on this webinar goes
away and in its place is the offer. It’s the same offer as before.

Now you have the flexibility of rebranding this and calling it a replay page if you
wish to. Keep it low tech efforts. If you don’t currently have Funnel University Scripts,
say “Chat is currently unavailable due to technical issues.” If you don’t have
ClickFunnels Pro Tools where you can run your webinar very often, you can run it three
times a day with ClickFunnels. Six times a day is preferable or at least four. A strong
webinar will work with a weak funnel better than a weak webinar will work with a strong
funnel. It’s hard to cook a good meal with bad ingredients, so we want both.

I talked Jamie into giving anyone who buys these notes a special deal – instead
of $37 a month or $247 a year, you can get access to CF Pro Tools for a one time
fee of $297.

You get that special deal by going here: http://www.timreallylikes.com/cfprotools

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The NDA Webinar Funnel

This is only for people who have customers and it’s only for your best customers.
Figures out who spends the most money with you. It’s only for your most high ticket
offers. This works perfectly if you’re tired of closing on the phone one to one.
How do you reach the people who have lots of money and have no price resistance?
They don’t come to webinars. They are too busy making money to study how to make
money.

The registration page is short and to the point. The design is different, it’s subtle
but it looks different from your other pages. If you have a special page that it’s only used
for this one occasion, it tells your audience something special is going to happen. Keep
it blind. Don’t let them know up front that there will be an NDA on the next page that
they will sign.

“NDA - please read carefully. You are not registered until you agree to the
terms.” Stand behind it. If someone does share it, they will let them know. It’s a gimmick
of course, but it’s the best kind because it’s true.

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 When you say “It’s time for you to get your hands on this...” keep it simple so
they can sign up as fast as possible.” This is where you can finally show them how the
sausage is made.

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 The Hidden Funnel
Rachel Pedersen

Six years ago, she was a single mom living on welfare. She was in the middle of
a custody battle, had to move in with family members. Last year she was sitting in the
audience just like most people here today. Lady Boss Katelin really inspired her and in
the past year from last year's event to now, she’s taken her business to a whole other
level. She is the founder of Social Media United.

Everything changed since that last event, she has traveled the world, she has
been published online and in print publications. It all began with The Hidden Funnel.

When she got into digital marketing she felt it was so “salesy”. She wondered if
there were people like her out there. She decided to be public with that. She told her
story of her romance with her husband and it was a story of vulnerability. It reached
11.3 million people, had 59,000 shares, got over 260,000 reactions and it was picked up
by all the media. The relationship funnel was born. It's not about the sale, its about
people. This works!

Every person has a story, and a dream. What if we could understand what they
want, what keeps them awake at night? Relationships transform the way you sell your
products.

Think Skyscrapers vs. Empires - so many people are building skyscrapers. She
wants to build an empire with the help of her community. Empires are massive.

If you are willing to build relationships you will have something that no one can
steal from you. She worked to understand her students’ needs and provided it for them.
Then she saw other people buying into the vision. Last year she had a tiny list, 3,200
people. She was on the leaderboard against some of her marketing heroes during the

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Expert Secrets contest. Someone unleashed a bunch of trolls on her during the contest.
She showed her audience that she was upset, showing them its ok to be scared and
she could make it through and so could they.

When you truly value your customers and clients, you're able to give in a better
way, and care about their business in a different way. It was transformational.
This last holiday season, one of her students tragically lost her dad. Her students are
service providers and her community came together to pay for her mortgage for several
months. It was not that hard, she just told her students’ story and it was like a village
coming together to help.

This has happened over and over again. They bought into the vision that starts
with the relationship funnel. When you build trust on every level, it makes your people
want to run up the value ladder. Who are your people? Your list is not just a list, those
are people. People with visions, goals...and we have the ability to support that.

When you have the relationship in place, it makes it so easier to know what to
build next. When you build the true relationship funnel into your business, you will build
your empire.

Your people will say “they cared when no one else did”. “She knows my name.
She remembered my birthday”. It will impact the way you see the entire world. When
other people lead with a sale - you nurture.

When others are pushing sales over and over, email your list and ask them how
they are doing. Say “Reply to this and tell them you will read each one.” When others
flash their Stripe accounts - you flash a smile. When everyone else is doing something
with success and you don’t, talk about it to your people. Ask them why they didn’t buy.

When others are constantly asking for money - ask where your support and
resources are needed. In her business, she made a decision to intentionally give back.

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There was a time where they had just $1,000 in their savings account. They couldn’t get
a credit card or a business loan. They realized that $1,000 was not going to save her
business. So they gave it away. It wasn’t easy then, but it did make the next give easier.
Start giving today.

When you bring your community together, it solidifies the issues and they are
bonded together. When others are constantly asking for sales, ask where your
resources are needed. This isn’t for you if you’re looking to break the record for the
fastest 2 Comma Club award. This is for empires, not just the skyscraper, that’s
massive and impacts tons of lives.

It’s a lot of work and is not in the ClickFunnels marketplace. But this is for you if
you are willing to put in the work and build an empire that’s farther reaching with a
sustainable business that no one will be able to take away from you.

Rachel implores you to take this one action step. As she took action that night
last year at a ClickFunnels event. She built a funnel that night that skyrocketed her
business from 370 to close to a thousand students that changed everything.

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 Redemption Funnels
Dave 'Kombucha' Lindenbaum

Dave has been doing this for 13 years, but once he met Russell Brunson
everything changed. When he was 20, he had the opportunity to intern at Disney World.
He learned the power of giving people an experience. Be thinking “How can I heighten
someone’s experience”? At one of his jobs, he would measure kids for the Magic
Mountain ride to see if they were tall enough. While everyone else was giving high fives
after seeing the kids could make it, he would raise the stick, say “Sorry…” and “Just
kidding, you made it!” with great excitement. He was pre-framing, positioning before the
customer gets on the ride.

He was doing the hero’s journey when he started his kombucha company years
ago. He had a DIY gift kits company. They sold lip balm kits, etc. It took took him awhile
to get his bath bombs onto Amazon because it had the word ‘bomb’ in the name.
Tip: Make videos of your products, take still frames from the videos and you get great
photos as well.

People don’t go down your funnel, they go up. Even with a simple funnel, it's a lot
of work to keep pushing people up your funnel. There’s one thing you can do and it has
nothing to do inside your funnel.

We need to think outside the funnel. When he was 15 he worked at Chuck E.

Cheese's. It’s like the poor man’s Mickey Mouse. He worked at the redemption center.
In order to get the prizes, all the kids played skeeball to get the tickets. But they wanted
what the tickets represented.

It costs $40 to get that little parachute guy. Once they are at the center, they
have options, opportunity, offers. They come to get the parachute guy but see
something else. They don’t want to go back to get more tickets.

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 You can just pay $X and upgrade to get the prize you want. That’s how
Redemption Funnels came about.

There’s 8 ways to take advantage of having redemption funnels work for your
business.

Example: Selling on Groupon - he was told not to do it, you’ll never make money
there. He didn't make money on Groupon, made money from Groupon thanks to
ClickFunnels and redemption funnels.

There’s 4 types of traffic, hot, warm, cold and redemption traffic. Redemption is
different because it’s the only traffic that becomes a lead and a customer at the same
time, because it’s the only time when people buy before they are in your funnel.

Step #1: The redemption page

Most people sell on Groupon, they buy it at Groupon, and tells the seller where to
dropship, or maybe they give a generic coupon code or Shopify store. We are not doing
that, instead we are going to tell people where they are at. People are not used to it.
Use Groupon’s colors at the top of your redemption page. Pace then lead.

Step #2:

The page should say: Enter your Groupon voucher code. With ClickFunnels you
have text override to make it easier for the customer to understand the process. “Free
plus $9.99 S&H Groupon voucher applied.” Shoutout to Funnel Scripts. Clarity trumps
persuasion. Say “Double it” instead of “Go from 4 ounces to 8 ounces”.

Step #3

Have an image on the front page below the fold.

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 Be intentional with your testimonials. “I got my package in time”, “Customer
Support was amazing”. Leverage things that people aren’t looking at but we want them
to look at in the future. Reduce sales friction and preframe what’s about to happen next.

If you understand the pre-frame, you’ll get a better conversion rate.

On the core offer page, use video! Shout out to Funnelvids.com for the opening
video. The video itself is a funnel. There’s different steps.

- Pace: law of familiarity, congratulate, use emotional storytelling, and educate

- Pivot: Acknowledge “Now I know this is not for everyone…”. Build curiosity.
- Lead: focus on the state of change. They are buying the thing they think they are
going to get from the thing.

When you match a physical product with a digital product, the magic happens. In
order to do that, we have to start thinking “outside the funnel”. There are thousands of
funnels with this opportunity.

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 Before the Funnel Begins
Alison Prince

Less than 1 year ago, Alison didn’t even know about ClickFunnels. Today, she
has become one of the newest 2 Comma Club members, earning over $1 Million in
revenue with her funnel,

For the last 7 years she has been typing in her pj’s and decided to finally speak
on the stage. Her life has completely changed. Last year she was sitting in the
audience, had just learned who Russell was, and didn’t even know who Tony Robbins
was.

She was a victim of the college = financial security life. She worked hard, got her
degree, and between she and her husband, their combined income was $9,000 when
they got married. She got a $28,000 per year job, but still qualified for food stamps. Her
husband graduated as a physical therapist, they had 4 kids, and were paying off student
loans. That’s when she started dabbling in e-comm. She didn't have any inventory so
she took some blocks of wood, put her kids pictures on it, and made them into
countdown blocks for birthdays and other creative and decorative things. In 24 hours
she sold $9,000 of blocks.

She kept doing it with other products over and over again. By year 2, she had
turned it into a multi million dollar business.

She trained her daughters how to do this process as well. She remembers her
daughter being upset that she couldn’t figure out how to open her locker and school,
and she told her not to worry, she had sold so many products she could hire someone
to open it (in jest). They did $100,000 in 9 months. She taught it to other family and
friends too. Built her own $0-100k system. She knew she could sell miscellaneous
things online but had a problem selling herself.

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 She had tried it all - webinars, courses, gave technical steps, but had no
community, and was using software that didn’t fit her business. She was spending time
proving what she accomplished.

Her course started at $597, then she lowered the price. She had sold $24,000
combined at end of year of her course. Then in 2017 she found ClickFunnels. She was
at a conference in Vegas, and Russell was on last. She was too cheap to get the free
14 day trial. But she binged watched all his stuff, then decided to go all in. She
relaunched on March 20, 2017 with ClickFunnels.

She put together a perfect webinar (by telling stories). She utilized her
community based Facebook group. Then she doubled the price.

She allowed herself to be imperfect and made $26,000 off one webinar. She kept
going, felt fulfilled watching others get results knowing it’s a possibility. She celebrated
her success this year with the 2 Comma Award.

5 secrets From 1 Comma to 2 Comma

1 - have a really good product, that others can duplicate and they can get results
from it. If you can’t see your own strengths, ask somebody. What have you been doing?
Use that.

2 - Test your product. Work on the teaching process. Walk the journey, know
where people will get stuck so you know where to help them. Document it.

Use every mistake, every hiccup and heartache to make the best course
possible. If you are having a hard time right now, document it. You’ll enjoy it when you
look back.

Create a cult-ure. Increase your price. Spoil your customers.

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 She sent red notebooks when they signed up and hired staff to support them.
Invest in additional resources to help them become successful. Send them random
goodies.

Her students call themselves the “Because I can” clan. Send them a free shirt
when they make their first dollar online. Talk about them, share their wins and make it
about them.

3 - Get over yourself, it's not about you, never has been. People need you. Don’t
let you stop you from helping others. Embrace the imperfections. In her top converting
video, she is wearing no makeup, and has her kids in it, showing that’s she’s real.

4 - Emotions and stories sell, facts don’t. They didn’t buy her facts, they related
to when her daughter couldn’t open her locker.

5 - Pick the right system (ClickFunnels) Pick one mentor, turn everyone else off.
You’ll get confused. Pick one and stay with them.

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 Four Levels of Value

Myron Golden

There’s more than enough for everybody. If you haven’t created wealth yet, it's
not your fault. Everything we’ve learned about money is a lie.

Myron had polio as an infant. He did well in school all the way through...the third
grade. It went downhill from there. He pulled it together and graduated in a class of 2 -
he was the salutatorian and his brother was the valedictorian. We are told if you do well
in school, you’ll do well in life. That messes up both people who do well in school and
those who don’t.

Myron went off to college and met a girl, who later became his wife. One of the
things you gotta learn to do is use what you have. He didn’t have a lot of wealth, but he
did have a great way of talking and could write really great poetry. He wrote a poem to
his girl to win her over.

When his wife was 8 months pregnant, their water and electricity were both
disconnected. He drove a trash truck for $8 an hour. At night, he sold financial services
with his business. They’ve been married 32 years now. In his business he was horrible
at sales. He was so bad that it took a year and a half to make his first sale after making
presentations every day.

His first paycheck was $166.25 after one year. You need to last through the
learning curve. He stayed in the game long enough to learn the game.

You want to tap into the secret that wealth is a value proposition. You have to
realize that a legitimate value exchange is created by bringing value to other people.

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 Secret #1: Value is in the eye of the beholder.

Secret #2: Focus on others (the marketplace) not on yourself. No one can do my
thing better than me. I get to use the thing I’m king over to do better for the benefit of
other people.

Secret #3: The essence of money is spiritual not material. The $100 dollar bill is
worth more because of the value it carries. The message makes it spiritual and
valuable. Your money is not backed by gold. Also, because of the faith it creates. It
represents something that’s not there. You have money because of something you did
for someone else. You must focus on someone other than yourself in order to earn it.

The key to making more money is creating and offering more value in the
marketplace.

There Are 4 Levels of Value

How much money you can earn will be determined by what level you offer on.

The key is not working harder on your current level of value, it’s creating and
offering more value in the marketplace. How much money you make is determined by
what level you offer value on. This is far more important than how hard or long you
work.

Level 1 - implementation (lowest level), think janitor, painter, landscaper, etc.

You’re the person that does the thing. Min. wage to $80,000 a year. The lie is they
beLIEve that the key to success is hard work. Most think they have been dealt a bad
hand and they are victims of circumstances. They are victims of the lie they believe.
Most of the things you believe about how things work is because of the lies you believe.
The market place doesn’t value implementation as highly as it does the other 3 levels.

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 Level 2 - Unification, you manage the people who do the thing. You make more
money at this level because you keep the people from killing each other. They believe
more education is the key to success. $40,000 to $250,000 a year.

Level 3 - Communication - You mouth is the tool you use. You’ve got to master
conversations that create cash flow. It's not a conversation to other people about you.
You need to talk to them about them. They need to know that you care about them. The
truth is the quality of your life is the quality of your communication. People like singers,
actors, politicians, authors, sales people, etc. Because of the internet and ClickFunnels
we can operate as we choose.

Level 4 - Imagination. The resource you use if your mind and your money. At
this level you will make $1 million a year and up. Your mind is the greatest resource you
have for making money. When you think about Apple people say Steve Jobs was
responsible for it. But Steve Wozniak was the one who invented the Apple computer.
You have to learn how to use your mind to come up with ideas that will serve others.

You need to use your mind for learning. The purpose of learning is mastering. Do
your webinar 100 times so you can master it. It means being able to execute it
effortlessly. You must learn to use your mind so you can receive. One of the biggest
reasons people can’t learn is learning they already know.

When you are learning:

1. Receive - be teachable, open up your mind no matter how much you know.

2. Perceive - be observant

3. Conceive - be creative

4. Retrieve - be practical, go back and take all the little pieces, you’ll be able to come
up with something the world has never seen.

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 Multi Dimensional Follow Up Funnels
Russell, Todd & Ryan Montgomery

How to win the battle of attention so you can change the lives of your customers
with the products and services that you sell.

The average attention span these days is only 7 seconds. Last year we talked
about Follow Up Funnels. This presentation is part two of that.

With over 60,000 users, 20% of ClickFunnels have upgraded to Actionetics.

Facebook Messenger and other platforms are growing rapidly. Someone in the Inner
Circle group posted that their Messenger open rates were 635% better and CTR were
3800% better than email.

Tools have come out, costs have gone up. Its creating mass confusion for
customers. Their mission at ClickFunnels is to make things simple - to free all
entrepreneurs.

All the tools in Actionetics tie into the 3 types of traffic.

Traffic you control, you don’t and traffic you own.

Traffic Type #1 - Traffic you control into traffic you own

Facebook Optin is a tool that allows you to click one button and opt in with your
Facebook email. It's worth 80 times more money than a regular email address. This
works in conjunction with the Facebook Optin Bump which allows you to put a checkbox

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below the sign up and collect both Facebook and email permissions at the same time. It
makes it easy to grab two distribution channels at once.

Traffic Type #2 - Traffic we don’t control

This is something like blogs, etc. Pop in desktop notifications that pop in on side
of your browser. Deliverability rates are insanely good with these. They wanted to figure
out a way, where during a campaign on day 1 they get this email, day 3 they get a
notification on their browser, day 5 they get this messenger notification, etc. Desktop
notifications is now built into ClickFunnels as a third distribution channel. They work on
mobile as well. You can now mix email, Facebook and desktop notifications as well into
your campaign. Now you can have this single funnel that sends out consistent
messages through all these channels.

Traffic Type #3 - Traffic you own

Now what to do with all this traffic, people they get distracted, etc. How do we
make sure to get our message in front of them - with follow up funnels.

Don’t hide it - what if we let them know they are on a marketing sequence and
make it so fun, they beg us for any missing information. Isn’t that a better way to
communicate with your audience? They have been testing product launch style follow
up funnels. This is the first message your getting, this is the second, etc. so they are
anticipating your messages.

Next, they stepped and thought “What if my mom is coming to this page and
decided to opt-in...is she going to be confused with the message?”

Take them by the hand with a logical progression of indoctrination. Tell them
what to expect, what to do. “Go watch this video….do this next...now that you know this,
this is why you need my book, here’s the next step” Keep it simple. Give them 1 mini
task each day.

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example: they tested this two years ago with the 21 day ignite funnel sequence. People
were sharing it, begging to find it. Day #1, “Congratulations. First step, go create a
ClickFunnels account for free. You did that, Congratulations. Day 2, did you know
there’s a 12 minute video inside, go watch that and I’ll give you a free t-shirt…” Their
attrition rate dropped. People would call their office if they missed a message.

The primary delivery method for their follow up funnel, so they will email daily.
The problem is that not everyone gets every email.

Messenger is used to re-engage weekly, if they haven’t opened message 1 and

2, etc. here’s the links to what you missed.

Desktop to push out messages. If they didn’t open the emails or messenger chat,
then push it front of their browser and make sure they see what you want them to see.

At ClickFunnels, we are now our own email service provider. You don’t need
another service like Sendgrid, etc. When you switch to Actionetics MD, it will be same
cost as Sendgrid. They have partnered with Sendgrid now and they have the same
deliverability. You’re not going to get shut down, they love marketers and they support
you.

You'll get the first 5,000 contacts for free then just one cent per contact per month after
that. You should average $1.00 per month per contact if do this wrong.

They tested the email service with a list of over 100k and the open rates were
increased to 18%. This is important because the email services watch this and if you get
a higher open rate they will give you a bump. We built it into the app to be able to watch
the engagement of your users and allow you to send to users that are only engaged.
You can look at all types of engagements, opens, people who click, people who buy
things, etc. By doing that we are filtering out potential spam complaints, etc.

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If you buy your domain through them and add email, it's a simple one click process.

There is a big focus on making the email editor even better.

Another feature is push windows, allowing you to pick time and date to push
emails in the contact’s time zone.

If you have action steps in a follow up funnel and add a step in the middle, it will
automatically re-adjust the steps to include that new one.

Ex: If you say “Friday night this expires” it will pause everything else in the follow
up funnel, give them the email Friday night and then move them to the next part of the
sequence at the right date and time. You’re laser targeting and it makes the sequencing
so much more powerful.

email stats - they track the revenue for every email you send back to your
funnels. You’ll be able to see money from which link, funnel, and email at a glance. It
will drill down, here’s which stuff they bought, etc. Here’s how much money you made
from all the different funnels so you know which ones are working.

Facebook social Messenger - They built their own simplified version of

ManyChat to build engaging FB sequences. Now you can see which Facebook
messages are driving revenue. It ties everything together...if they didn’t open the last
email, remind them with Facebook messenger.

Facebook social rules - you can set different filters, different conditions. If they
didn’t do this step then, send them here...

With the Messenger editor, you get a live preview of what the message will look
like. You can create messages with buttons, ask questions, etc.

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 Clickbots optins - Imagine you have an ad that says, “If you want my book,
message me right now. They message you and asks where should it be sent?” It pre
populates their Facebook email address and they just have to click on it.

Desktop messenger built into Chrome and android - You’ll be able to push a
message to pop into their browser or phone. You’ll be able to put in a link as long as
they click the link, you can message them whenever you want. You’ll also get a preview.
The rules that you are building apply across the board. You can push the same
message across all the platforms.

Funnel Messenger - You can use this to say “The cart’s closing you, should buy
this right now…” You can send messages directly into your funnels and across any one
of your pages.

Retargeting messenger - this has all the cool stuff you can include in your
follow up funnels now. You can move people from list to list inside of your campaigns
and have your ad showing up in Facebook messenger right along with the other things
they have purchased.

There are also other variations of services you can plug in such as text
messages, voice broadcast, direct mail, etc.

Quantity limiters - allows you to set a real live countdown timer with the number
you set as you are selling.

Top of the hour webinars - they tested quite a few variations, top of the hour,
watch yesterday’s presentation, every 15 minutes, etc. The ‘Every 10 minute webinar’ is
crushing it now. You can set up any variation you want. By adding this one piece, it has
more than doubled their conversions.

FoMo Funnels, where the funnel expires (like the documentary series).
Someone registers, and this page is here for only 24 hours and is disappears.

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 Apple/Android Pay - providing an option as a one click purchase is hands down
the best option. 53% of ClickFunnels traffic now is mobile. The nice thing is people
won’t have to return to their desktop to purchase. Paypal integrations are also being
rolled out.

New Shopify integrations are being rolled out as well.

New control room - it shows you all your info, what’s working and not, has a
checklist that walks you through setting up your funnel, has all the analytics, etc.
everything you need.

New ClickFunnels app. The goal is to bring everything into the app, you will be
able to launch funnels from the app down the road.

All these services talk to each other, instead of using separate services.

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 Bio-Hacking energy for entrepreneurs
Anthony DiClementi

Anthony spent the last few years doing things that put him into danger, he did a
120 hour water only fast, did plunges into freezing Lake Michigan, etc. In 2011 he felt
horrible physically, he couldn’t get out of bed, just like Charlie Bucket’s grandparents in
Willy Wonka. He saw 11 doctors within 12 months. He realized he was trying to
outsource his mind and body and said there had to be a better way.

There’s a big difference between chronological age and biological age. A 38 year
old could have cells that are like a 28 year old or a 60 year old. We have 2 options, we
can live old and die young or live young and die old.
Some of the warning signs he experienced:
● If you wake up exhausted after full night sleep
● Afternoon energy dip
● Anxiety low mood
● Difficulty focusing
● Hard time losing weight?
● Decreased sex drive, fatigue, stamina loss

Anthony figured out everything is energy and had an epiphany. He looked at people
who were doing extraordinary things, and decided he had to make the smallest changes
that made biggest results. He finally took his life back and got his productivity back. No
matter where you are you have control over your health and it’s only limited by your skill
set. The health span of where we are today is beyond 150 and he would like to take as
many who want to come along.

More energy = longer life. Inside our cells we have mitochondria that make energy in
form of ADP. The mice with the best mitochondria lived 36% longer. Your body is one

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integrated system. There was an article in Time from 2015 that discussed how a baby
born today could live to be 142 years old.

In 2014 he took the last of his Amex balance and started working with Russell. In
one of the scariest moments of his life, he was free. They started working together and
became friends. Russell spoke to him about being tired and asked for his help. The rest
is history and he’s changing the world.

Russell has helped him far more. We all have angels here on earth and Russell is
there. The life you want, the marriage you want, the business you want is all fueled by
your energy production. They are 10% of our body weight. Some cells have thousands
of them.

Now we have amazing technology, we have gadgets and tools available to track
biomarkers such as heart rate, pulse, temperature, weight, blood, labs ,reaction time,
sleep tracking, etc.

“What gets us in trouble is not what we don’t know, it's what we know for sure that just
ain't so” - Mark Twain

Myth #1 - Avoid the sun

The Journal of the American Medical Association in 1944 named the sun, air and
sea are the trifecta of health. The sun is the greatest energy source in our solar system,
everything here depends on it. But what about sun cancer? When it's applied to science
it doesn't hold up. For every 1 skin cancer death, vitamin D would have prevented 30
more. Just be careful not to burn.

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Myth #2 - radiation from phones and microwaves are safe
“If you want to find the secrets of the universe think in terms of energy, frequency
and vibration” - Tesla

Phones and wifi emit microwaves. We are experiencing the largest population
shifts in years. Wireless and bluetooth devices are everywhere. Cell towers are
biological kryptonite. We can’t see it, but only 5-10% experience symptoms of not
feeling quite right when they are around these things. The power output will be
continued to be increased until it’s affecting all of us. Even those who are not
experiencing symptoms are being affected. Cell phones and wifi decreased ADP.
There was a 1965 Nobel prize winner who discovered anything found to be true for e-
coli translates to results to humans. Another study found that dell phone radiation
boosts cancers rates in animals.

Steve Jobs didn’t let his kids use iPad. It’s history repeating itself like cigarettes
in the 60’s. There is a trillion times more radiation today than 100 years ago.
Autism, Alzheimer’s, Parkinson’s rates are going way up of this things we cannot see.

There are ways to protect yourself

- EMF Protection from phones.

- Steviosides has been known to protect, it’s a natural calcium blocker.
- Xanthohumol is a flavonoid that protects your DNA.
- Molecular hydrogen gets into our cells that can protect our mitochondria.
- Hydrogen water
- Ketones are the 4th macronutrient after proteins, carbs and fats. You can drink
them to increase your energy.
- Keep your phone in airplane mode in the morning until you think of your most
important task of day.
- Kill news feed on Facebook.

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 - Meditate or do breathing work, it slows cellular aging. Two programs that are
great are Headspace (app for your phone) and Holosync.
- Low intensity cardio helps with short term memory and boosts mood more
effectively.
- Sauna - one hour of sauna 2x day produced 16x more growth hormone
- Joovv light, because red light increased ADP
- Cold water therapy

Low oxygen = low energy. Use the Tummo breathing technique to increase your
energy, metabolism, improve your response to stress, etc.

Breathing technique - How to Tummo

You want to inhale, bringing air into your belly while gasping belly, inhaling with
your mouth open, making a sound like you are in awe. Repeat that for about 2 minutes.
Keep the time in between breaths shorts. Only release about 20% of your air in
between. When you do a gig inhale, squeeze your perineum and abs sending your
energy up.

Keep inhaling, it should feel like work. If you are not feeling it increase the
cadence. You body will get used to it. You are going for the feeling of heat in the belly.
Try to get to that state where you feel a little light headed, tingly. Keep your head, neck
and chest aligned to allow that oxygen in.

From changing oxygen composition in the body, we have higher oxygen blood
saturation levels. There should be a gentle release at the end, let your whole body
relax. Imagine the relaxions traveling down through your body. Focus and notice what’s
your mood. Take a big deep breath and hold it. Now squeeze all your muscles. Ascend
your energy up to the top of your head from your belly. Let it go and relax.

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 The Billionaire Code
Alex Charfen

Russell told Alex that he should do a podcast last July, and it has had over
255,000 downloads in over 65 countries. Momentum: his podcast is for the
entrepreneurial personality type.

As entrepreneurs, we tend to focus on the wrong things at the wrong time. He

wanted to study what made successful people successful. The people who create
greatness in the world are different. We don’t feel happy and sad like everyone else.
When we create momentum when we are happy. When we are not moving forward
we’re sad. We are driven by one thing - momentum.

There are three stages of momentum. First, when we are getting what we want,
we feel alive. The second step is when we are facing resistance, when we don’t have
what we need. And all we need is to be able to see a tiny light at the end of the tunnel.

We step towards that light and create. Lastly, when we are in constraint, all kinds
of bad things happen. When we feel we can’t move forward, that is when we break
down. We feel like we can’t see the next step, can’t create momentum, and feel
chemically challenged. We are part of that small part of the population that is
physiologically sensitive, momentum based beings who are highly reactive to constraint.

Are you an entrepreneurial type?

There are 4 types of people:

1 - Caretakers (people who like to take care of other people) Do you enjoy changing
bed pans? Then that’s you.

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2. Communicator - people who like to talk and share and communicate. Do you enjoy
small talk?

3. Coordinator - people who like details, fine print, contracts. They love all the red tape,
etc. how many of you enjoy being on a committee?

4. Evolutionary Hunter - you are always on the hunt, every time you approach a goal, it
loses its importance. We are the smallest population that is meant to keep the drive
alive. That's why we get up every morning, come back to the present and insists it
becomes real.

We are pre-programmed every day to do more, give back, share more, and have
a desire for the contribution we want to make. We don’t have the infrastructure to make
the contribution we want to make.

After reading obsessively to see what successful people did to create that path to
success, if you look at thousands you start seeing clear patterns in the path they took.
We call this The Billionaire Code.

9 Levels of entrepreneurial success

First level: seeker is a beginner entrepreneur, who makes $0-$40k per year,
there are 16 million in the US today. With your time you are just dabbling, you need to
resolve your self identity. You have too many projects. The fallback question they
always ask: How do I stop the pressure and noise in my life? You need to pick a team,
your biggest needs are keystone habits, daily planning, personal care, setting
outcomes. To graduate you have to understand who you want to serve, figure out your
avatar.

Next level: starter. They make $40K - $100K. There are 6 million in the US. Your
time is part time, your focus is market identity, fallback question is “What is wrong with

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me?” Your team is you, to graduate you need to create and monetize value and start
selling consistently.

Next level is: Promoter - $100-$300K. There are 1.7 million in the U.S. Your time
is full time, your need to commit, your primary focus is lead generation, you need to
identify your market, your team is you and an assistant, maybe contractors and your
biggest need is to generate leads and convert consistently. Focus on one and make it
work. Your fallback question: “How do I get ahead?”. To graduate, generate leads
consistently and let it grow.

Next level - Builder $300K - $1 million. There are 1.9 million in the U.S You feel
trapped because you’re working overtime. Your fallback question is “How to get further
ahead?”. Your biggest need is to leverage sales, so you can get over 7 figures. To
graduate you need to build systems and processes around what you do well.

Next level - operator $1-3 million, there’s only 700K in the U.S. You need to
delegate your time. You need to focus on delivery system so people keep getting a
consistent product from yor. Your fallback question is “How does my team get further
ahead?” With ClickFunnels you can get to 1 million by yourself. Your primary focus is
delivery systems, that team you are building is your first solidified team around you.
That one Single Team that is going to help you grow. If you hired anyone you are
ahead of the world. To graduate, build a team and train them what you need them to do.

Next level - Leaders $3-$10 million dollars, there are only 300k in the U.S.
People are getting past this club in less than 3 years with ClickFunnels. Your time is
spent on delegating success instead of delegating time. Your primary focus is
transformational leadership. Show clear outcomes and coach successfully along the
way. Your fallback question is “How does my team get ahead?” Help them create
momentum. Your biggest need is scaling a team to consistently deliver. To graduate, to
recruit and develop a leadership team to graduate.

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 Next level - owner: $10 - $30 million, there are only 100K in the U.S. Your
primary focus is the culture, recruiting and team development. Your fallback question is
“How does my team get further ahead?” Your team is now an executive team and
leadership teams. You have multiple levels of leadership. Your biggest need is in
scaling leadership systems and duplicated decision making over a larger population. To
graduate you need to grow a leadership team than can create a second level of
leadership in this company.

Next level - Investor $30-$100 million dollars, only 70K in the U.S. At this point,
you coach and support your team to maximize their return on time. You will have
leaders who will consistently use your methods and show people how to behave in your
company. Your primary focus is to scale and expand. Your fallback question is “How do
we help others get ahead?” Your lead your team executives, departmental and
leadership teams, and the biggest need is to grow a leadership development system.

Next level - entrepreneur. $100 million dollars in revenue, only 22K in the U.S.
Your time is given to investing and giving away leveraged time. You have influence and
people will pay to be in the same room as you. Your primary focus is to maximize
legacy and contribution. Your fallback question: “How do we help everyone?” At this
point your team is a full conglomerate team. Your biggest need is to grow your legacy.

As you go down this path, at every level you change what you’re focused on.
This is how we create success as entrepreneurs. We all have access to the
ClickFunnels effect, it’s insane what this system allows us to do. The reason you see
folks in ClickFunnels, it’s an accelerator past the Billionaire Code. With a very small
team and barely an infrastructure, you can get to $3 million. If you can access your
clients, turn the dial up, you can do this with ClickFunnels.

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As you transition through the Billionaire Code, there are 4 major transitions:

● From apprentice to promoter full time.

● Transition to leveraging your time, once you get to a million
● When you have to buy as much time as you can. It’s all about getting time back,
being more present.
● When you transition into building your legacy. Far too many people start working
on legacy projects in the beginning. Start it after you can fund it yourself.

Anyone who says your business can go on autopilot is wrong. What they’re telling
you is they’re not going to let you grow. The more he read about successful people the
more he found they were like him.

Four Important steps (The Billionaire Code is for your company, this for you)

step 1 - You must lower the pressure and noise in your life. In order to be
successful you must do this. Write down everything in your life that it bothering you, little
and big things both. The things in your life are either giving you momentum or taking it
away. Cut out everything that is not giving you momentum.

step 2 - You have to ask for protection and support, the entrepreneur’s dilemma.
We need far more help, any request for help leaves us feeling vulnerable but you must
get over it. ‘Fake it til you make it’ is bullshit. If you're not telling people what's going on
the right thing is not going to show up. When you are transparent the right help shows
up.
step 3 - We try to learn everything ourselves and isolate. Your strengths and
abilities will go up when we absorb, experiment. We will be better everything we do
when we do this.

step 4 - Make your greatest contribution. It's really about making the change you
want to make in the world, start a business and fund a charity. Capital flows to the great

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contributors, so make a massive contribution and you’ll get all the money you want,
that’s what we do as entrepreneurs. As you grow your business, create success, make
your greatest contribution...if your business is broken and if things go well it always will
be. People like us don’t build perfect systems, we build adaptable systems that will grow
over time. We don’t build companies, we build companies. We were meant to change
the universe.

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 Unlimited Traffic Through
The Dream 100
Dana Derricks

Dana is in the Inner Circle, is a 2 Comma Club award winner, has written 6 books
and 2 courses, sells his books at a 16% margin. In his natural environment, he wears
bib overalls, and put his goats in the back of his car. He’s pretty frugal, but twice a year
he will buy “something stupid” like a nice car. He bought a Challenger and took the
goats for a ride with him.

On Amazon, have you noticed there are all capital letters on the listing page?
Has anyone seen home page of ClickFunnels? You start at the top as a cold lead and
by the time you get to the bottom you’re in the Inner Circle.

The Dream 100 was created by a man named Chet Holmes who was working for
a magazine and was in charge of selling advertising. He funnel hacked before it was a
thing. He saw who was buying advertising to competitors and made a Dream 100 list of
those advertisers and relentlessly pursued them. After the 4th month, it hit. In just over a
year, took his magazine from last to first.

The guy who took the Dream 100 to recruit affiliates was Russell. He has built
the fastest growing, non VC backed fastest growing software in history.
Dana originally tried everything else for a decade and nothing else worked. He could not
figure out how to get paid ads to work. He launched a Facebook ad, went out of the
room and saw that $1,000 had disappeared. Over half of ClickFunnels traffic comes
from the Dream 100. (Read page 259 in Expert Secrets.)

Why isn’t everyone else doing this? Well, for several reasons. Most of the people
that are doing this and are killing it, we don’t shout it. Or people don’t know what to do

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with it. Or you’re already doing it. He was doing the Dream 100 before he know what it
was.
In high school, he created a list of where he wanted to go and reached out to
recruiters. Eventually the principal said it was getting disruptive because so many
coaches reached out to him. He’s the only person in his school’s history to get an
athletic scholarship to college. At his senior banquet no one clapped when they called
out his award, everyone was jealous. Fast forward to a few years ago…

He met Russell, launched his first webinar. He was a freelance writer for a long
time but got burnt out and wanted to trade time for $$. He was super excited, wanted to
buy Facebook ads, got people to register and it bombed with no sales. He didn’t want to
quit, bought double the ads and it bombed twice as hard. Dana wanted to give it one
last try, and he asked someone to promote it to his list. He sent a bunch of traffic and
leads for free and they did 6 figures. He filled up his car and he and his fiancé shipped
out all the packages.

He made more money that day than any day prior. It was the same exact
webinar. This is implementation at its best. After that webinar he was so busy packing
boxes and shipping, he didn’t keep an eye on something. He had broken his merchant
account. They refunded everyone after the books were on the way. He ended up getting
about half the people to pay for the books after all that.

How much cheaper is it to sell the same thing to someone who has already
bought? Tix times cheaper. Cold traffic to non buyers sucks. We can leverage our
existing relationship with their audience and use their built-in credibility to make it
easier.

He doesn’t sell things. Look at pharmaceutical drugs. They don’t sell them, they
prescribe them through the doctor. We trust the doctor and we walk past 10 different
options and pay for the drugs. There’s ho hard sell, you just say “Take my money.”
Russell doesn’t hard sell either.

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 Find someone to prescribe for you, using the Dream 100 list. He put Russell on
the top of his list years ago. He first thought about erasing it - he’s just a goat farmer
from Wisconsin. When he got to Utah, he got Russell to wear bib overalls. It’s your turn
to write your Dream 100 story. Unlimited hot traffic is waiting for you on the other side.

Russell covered the Dream 100 concept in extreme and actionable detail during
his 2015 Funnel Hacking Live Presentation. You can grab those notes (and every other
presentation since the beginning of Funnel Hacking Live) here:
http://www.timreallylikes.com/previousnotes

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 Unlimited Traffic in Just 3 Days
Peng Joon

*** This was one of the best (and fastest) presentations at the event. I personally
reached out to Peng and he was kind enough to share his slides with me. Since I got
them the day of the notes release, I will be sending a future update with my personal
breakdown at a later date (I’m guessing in time for our April 10th recap call). I will email
them directly to you, you don’t need to do anything to receive the update. If you email
me asking for an update I will make sure you get the update last and your family says
mean things about you ;)

Peng Joon is the #1 affiliate marketer for the book “Expert Secrets”. With over
1.7 Million followers, and a 3.3 Million post reach, Peng has mastered the art of driving
traffic. Instagram, etc...). It’s basically survival of the fittest.

Content multiplier formula

step 1 - spend 3 days shooting 120 videos. Begin with the end in mind. Think
about titles that you know will convert before shooting videos. “This video will make you
want to start your own business”, “This video will make you want to lose carbs” etc. The
way to make it good is to have a polarizing message. A safe message is “Here's how to
make more money”. A good hook is “Here’s the real reason you are broke”.

Find a list of articles that has great engagement. You can analyze posts on
different pages to see ones have the most views and engagement by checking out:
BuzzSumo

When you make your videos, make sure you are consistent with your messaging.

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 step 2 - You want to have your team or assistant if you have one, implement
everything else. Have videos on a shared network like google drive and separate them
into different categories, such as “completed”, “posted” etc.

Step 3 - Your videos are repurposed into Instagram, YouTube, blog posts,
Facebook, etc. Get the videos transcribed (with a service like Rev.com), because these
transcriptions are going to be used elsewhere.

step 4 - Edit the videos on the different platforms. From this point on, remember
this is something your team should be doing for you. You’re going to have subtitles in
the videos, put frames on the videos, you’re going to expert them so they are ready to
be posted on Facebook.

Social media platforms requirements - have the different video dimensions available.

Examples of video on different platforms

All the videos will go on Facebook, YouTube, Instagram and Instastory but even
though you use all these places they are staggered at different times. People will see a
reason for following you across all these various platforms.

Once the videos are up on YouTube, make sure they are unlisted at first. Next,
create a playlist for all of these videos that’s not yet posted. Then have all your videos
on Facebook cued up. Schedule these posts for the next 1-3 months. (With most of
Peng’s videos, about 5% of them take off).

For Instagram, once you have videos created, 2 months later it will go up on
Instagram. You can’t schedule Instagram posts but you can use the MeetEdgar app.
You still have to post it when the times comes so get someone on your team to handle
it. The video that is posted on Instagram has actually already appeared on Facebook
earlier, 2 months ago. Your Instagram video has to be 59 seconds or less, so your video

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creator needs to create a different version that fits into this time frame. Then from the
videos you can create Instagram stories (these are 15 seconds long each). Post these
throughout the day.

step 5 - Create quote cards, which is a photo with your pic and a quote. Take the
biggest takeaways from your videos and create quote cards with them. Upload them
into folder, use an image of yourself, you can use Canva , Picmonkey or Phon.to. Post
them throughout the day, create an excel file to track postings.

Have your bank of quote cards that has been shared to your team and cue them
up on Facebook with a description. These are all scheduled beforehand. On Instagram
post the same quote card as Facebook, again posting them 2 months apart. Same thing
with Instagram stories, upload the quote cards for stories as well. Remember your
audience won’t remember and even if they do, it will be reminder as you are being
consistent with your message.

step 6 - create a blog post from the transcription from your videos. Post on your
branding site or blog so you get the long term SEO. Then on your YouTube channel,
edit the descriptions so it links to your blog post and change the privacy to public. You
now have a longtime content strategy.

step 7 - Make a long form blog post. Take the transcription, post it to WhatsApp
Messenger and use lot of emojis within the total transcription. This is powerful because
it looks like you just sat down on your phone and typed up your thoughts. Put this on
Facebook and Instagram as well. Put a link to YouTube on your Facebook post or
whichever channel you want to build your audience to.

step 8 - Use Instastory for polls, giveaways, highlights, swipe ups (after you get
to 10K followers), add a CTA.

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 Timing - On Facebook, post 4 times every day, when it comes to stories, you
need to create content that matches the context of the platform. For example on
Instagram document your day. People want to see the daily stuff that you’re doing.

step 9 - What’s the purpose of building this following? When you are starting out,
initially the reach is not going to be that big. When you get views, you can run
retargeting ads to people who watch at least 50-75% of your video. This is very
powerful. We have always learned that the first thing you want to do is capture
someone’s email, but it is getting more expensive and harder to do.

People are a lot more reluctant to give out email now. If you start off relationship
by giving value first, people will trust you more. Boost your videos to the people who
have consumed content in the past. For example, his video “7 figures and still poor” had
13 million views. He would target people and say “I noticed you watched my video on 7
figures and still poor, if you want to change the quality of your life, you might want to join
on my upcoming webinar”.

Always be Marketing! Constantly be thinking about how your book would look
like. For example, he just launched a book and took it to Disney World and took photos
of him everywhere with his book, in front of rides, with Gaston from Beauty and the
Beast, etc. He would always think how would his ad look like in each photo. With the
Gaston photo it would say “Gaston would have closed better if he had read this book”.

The Long Term Plan - Journey to 100k followers. Once you start posting videos,
you want to boost your video views. Use a plugin to invite people who liked your video
to also like your page. If you have less than 100k followers, Facebook allows you to do
this. You want to get verified because once you get verified, your chance of getting
shutting down gets much lower. The easiest way to get verified is, once you get to 100k
followers, take your book and and/or write a book (it doesn’t have to be long, even 50-
100 pages). Put it on Amazon and make it into #1 in 5 different, drilled downed

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categories. Take a screenshot and submit it to Facebook and that’s how you get
verified.

The #1 thing that stops people from implementing is you have to do step 1. You
can’t skip it or outsource it. His first product was in World of Warcraft. When he got his
first break, he didn’t have the confidence to market himself. He thought who’s going to
buy from him? He marketed under a pen name “Tony Sanders” (a combination of Tony
Robbins and Colonel Sanders). Life was good until Aweber shut him down with a list of
650K people and he couldn’t get a backup copy of the list. There’s no talent to this, it's
just good habits.

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 High Ticket secrets
Alex & Leila Hormozi

Alex and Leila have mastered high ticket funnels and sales. In the past 6 months
they have launched a brand new company, setup the high ticket funnel, trained a sales
team and hit the "2 Comma Club" from 0 in LESS THAN 60 days! The price-tag stung
a little. It filtered out the tire-kickers. But it also got his serious clients to stop playing
small.

His clients have had amazing successes, $47K in the first 20 days, $27k in a
single day, etc. These guys were selling “B to C” services not “B to B”. Alex is a former
gym owner, and in the start, he didn’t have enough money to buy for sandbags, etc. and
over time ended up with 6 gyms by age 27, with a 100% off the cash flow of business
generated. He met his wife Leila, who had previously lost 85#, and wanted to help
people online with weight loss, but wasn’t sure how to reach the people she wanted to
reach. Alex offered to help her when they were dating and told her to use ClickFunnels.

He asked her to help him launch gyms and she kept saying no until she saw the
ad that said he had 191 signups in 19 days @$500 each. The ad was made not at a
gym, but at a house. They started processing the payments, and it ended up being
$95,500. She left her job and spent the next 10 months “launching gyms” across the
county. Gym Launch Secrets was born.

#1 - High Ticket Funnel Math

You can sell anything one time. With their highest ticket program ($35,000/year),
they only have a .3% churn on. It allows you to outspend everyone and out-result
everyone else in your market. If you want to take the island, you burn the boats. What
you should be asking it not how do you sell it, but how do you fulfill it?

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 They have a $16K front end offer and the average income of a gym owner that
they serve is $19K at year. He asks for all of the year’s paycheck up front, so they are
actually burning their customer’s boat for them. The person who purchases is going to
execute for sure. They have to finance those people but hey have a 4% no payment
rate for a program that only 6% have the cash to pay for. Meaning it's do or die when
they sign up.

Why should you be selling high ticket? Well for example, say you are selling a
time management course for $39. If you were to sell a time management course for
territorial sales reps it might sell for $99. If you were to sell a time management course
for territorial sales people who sell to department stores and garden centers it might sell
for $400. Same course, ten times the price.

Niche pricing makes the customer assume that you can solve their problem
better than a generalist can. The territorial sales rep that reads that sales page is going
to think “Yes, that’s for me” rather than the one for just time management. We know our
customer’s business inside and out and we know it actually works. We can outspend
equipment dealers, other gurus, alarm system companies etc., anyone who is selling to
a gym owner. Because we can serve that guy more than anyone else. They seek to
protect gym owners from everyone else. You have to be pulled by your avatar. You
need to love your customer, and care about them more than anyone else does. Once
you release this in your business you can be the dominating force overnight.

#2 - High Ticket sales Theory

High ticket funnels are the easiest ones to build. They are only 2 pages, there are
no upsells, no downsells, no webinars, no emails, no follow ups. You got the first page
which is the application page with a headline “Looking for new clients?”, etc. and then
social proof. The second is where you schedule them, give them the next steps. The

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beautiful thing about this is this little two step sequence you can fit anywhere inside of
your funnel. This can be fit anywhere into your funnel. This simple funnel can transform
your business overnight.

“Amazing results, check it out before applying, download you case study.” You’re
just giving them a taste. When you sell high ticket it’s ok if you suck at funnels. You
have so much room for error acquisition because your costs are basically irrelevant.
He’s spent less than 1% of his revenue generated on Facebook ads. They only work
with people who can work with 50 clients rights away.

If you spend $1,000 on ad spend and you close 10% on and 10% on the follow,
you get 10 to 1 back, and can spend $50 per opt-in.

If you are not a Facebook ninja, you should definitely be selling high ticket as
long as you're awesome at what you do. How do you get them to give you money? Sell
the vacation, not the plane flight. You don’t sell the TSA check-in, the turbulence, etc.
You don’t sell the modules, your pixels, etc.

Sell the final destination, you always sell the same thing. The difference is the
level of service and how they want to get there. If you are selling a trip to Maui, do they
want to get there on a boat or a private jet? Everyone eventually gets to Maui, the only
difference is the speed and mode of travel. When you’re selling it’s always assumed you
are solving the problem, the only variable is the speed of how they get there.

Closer formula: Clarify, Label, Overview, Sell, Explain, Reinforce “CLOSER”

- Clarify why they opted in/showed up
- Label them with the problem you plan to solve
- Overview of their past pains/problems
- Sell them the vacation/solution
- Explain away their concerns
- Reinforce their decision

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 All the sales are from the singular concept of promise. They sell the same thing as
most people, i.e. they are going to get more customers, make more money etc. But how
do they sell so much more than others in the same space? It’s because they understand
two basic questions.

If XYZ does what is says I say it does, is it worth how much I am asking for it? This
is where you build value. The easiest way to build value is to say they won and reinforce
what they are buying. Keep repacking it until it becomes ridiculous to say no, building it
up with emotion. “So you’re telling me, if you buy this, you’ll live longer, all your children
will live longer, all your grandchildren will live longer?....Now wouldn’t it be worth
$39.97?” Ask them what is it they want to happen? Repeat back their answers to them.
Use humor.

With B2B that first sale is easier to get, “Well this makes you $100,000, is it worth
$10,000?”

The second question (which no one ever asks) - they think they need to promise
harder but they don’t. The only thing left is whether they believe you. “What would you
need to do or what would you need to see to believe this opportunity is meant for you?”
The beauty of this is it’s not a yes or no answer. HOw do you get someone to believe?
Do I need to show you 10 gym owners, 100 gym owners, 1,000 owners that have
succeeded? At what point is your lack of belief more reasonable than that who have
succeeded?

Ask #2 how do you make someone believe?

Part 3 Sales Tactics:

The belief of the prospect is directly correlated with your own conviction. A sale is
always made on every call, either you sell them on your conviction or they sell you on

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their excuses. Someone asked “How do you overcome self-doubt?” at one of the inner
circle meetings. We outwork their self-doubt so that it would be crazy for them to think
that it wouldn’t work because they did it so many times. They worked for 3 months
revising their products, so other people could replicate their system. It needs to be
replicable.

How do you get them to believe in you? You have to be the most convicted, so
you can translate your belief into them. It’s an exchange of energy. Look at your biggest
and best buyers and at looked at their experiences coming into their business so they
could then reverse engineer them.

Their ideal client process: It’s not hard to sell to someone who has consumed so
much high-quality stuff...don’t put out an excess of crappy free content. That’s one of
the #1 mistakes marketers make. Put out your secrets. The majority of your prospects
will perceive you based on your free stuff.

Content distribution is the long game, because people can look back and see all
the quality things you’ve been putting out. It's better to put out quality over quantity.
Make your free stuff better than anyone’s paid stuff. How can a prospect have an ideal
experience?

Step 1 - They get a Facebook message from the salesman after they opt-in. No
automation or bot, but a message from real people.
Step 2 - They get added to free Facebook group.
Step 3 - Their salespeople tag them in valuable content posts that are specific to their
individual problems.
Step 3.5 - Your pinned post in your group should have your keystone content.
Step 4 - They are sent a ‘too legit to quit’ page prior to giving them a call.

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 They thought how can they have an ideal selling concept in person? They put
their best results on the walls at the gym, yelp reviews, before and after pics, etc. They
have overwhelming visible social proof. This includes specific social proof around
perceived obstacles. Instead of overcoming your customers perceived obstacles let
your customers do it for you. Customers can see people who look just like them and
they can relate to their perceived obstacles (there’s no one with a body like me, but
there’s a photo right there on the wall).

Cold traffic virtual sales room Idonthatemoney.com is where they are sent after
they get on the phone with a salesperson. They are told to reach out to a couple of the
customers they have helped to hear their experiences, the good and the bad. It’s
reinforcing, and no matter what their excuses are…”I have a fulltime job, I don’t have a
big facility, etc.”, they can find a similar person who has the same experience but has
succeeded. All of this hinges on your ability to product the results you promised.

One of the most underrated things is you can be good at selling, but you need to
be better at fulfilling. You start by working for free. They did it for 28 gyms for free and
got them amazing results. They engineered an organic buying experience. They feel
like someone referred them, not like they saw an ad. You create your prospects by the
experience that you put them through. Pre-frame that they are already excited and have
consumed your content. Their only questions is how do I get started?

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 The 12 Month Millionaire
Russell Brunson

Russell introduced his “Justice League Team” consisting of: Stephen Larsen,
Julie Stoian, John Parkes, James P. Friel, and Alex Charfen.

Building a business comes in different phases. If you miss one of the phases, the
next one becomes even harder. You want to create an offer that’s so irresistible.

Stephen Larsen: He learned about the concept of plato o plomo, and he started
reading Dotcom Secrets, while he was in the army. Russell said it's not up to you to be
successful, choose someone who’s already an expert and hack it. In Expert Secrets he
said to create something new. Use the two books to your advantage.

Step #1 - The Dotcom Secrets part first.

The Core of a Funnel

It’s not about how the page looks.

1. An offer (vehicle)
2. Belief (story)
3. Your dream customer is already consuming both. The decision is already made.
Your opinions do not matter. This game is more about becoming a good
detective than a genius creative.

Choose a red ocean such as health, relationships, or wealth. Think of these markets
as desires, outcomes and tie the message to one of them. Fit your business to one of
the 3 markets/results you’ll be selling.
Funnel hack to answer these questions, “What is my customer’s current vehicle?
What offer are they buying? What’s their belief? How are they buying it?

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Now we apply step #2 the expert secrets side.

Create an offer (not a product) If you don’t sell an offer your only option is to
compete on price. The market will tell you what to do. It’s a formula, get out of
your head. How you use the data from step 1 to create step 2

Now I know what their belief is (i.e., this Gillette razor will give me the outcome of
wonderful relationships)

- Next is the internal-based beliefs (insecurities) Will I cut myself? Will I shave
correctly? You have to identify that. They are throwing excuses out.

- Identify external-based belief (excuses)

Take your main product + and add a vehicle based product (Funnel scripts for
example) Match the product with the belief. That's how you make something so
irresistible because the value is so huge.

A new niche is created when you deliver a new offer to reach their desired results
and a new belief to support that vehicle.

“There is no relationship between being “good” and getting paid...However there’s a

huge relationship between being good at marketing and getting paid.” - Joe Polish

Stephen has made $151,649 since Jan. 1st with his new product.

If you don’t have an amazing offer, your funnel won’t work.

Next guest Julie:

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 She was asked, if your life depended on creating a funnel, what would you do?
She did everything right growing up, was #1 in her class, graduated with $80k in debt,
had kids, one was born with a heart defect. She went through a divorce, got pregnant
again. Then she discovered Russell. Funnel building would be the skill that would
change everything.

Put your offer to the test: what are your competitors doing, what kind are they
using? How expensive is your offer, if it’s more expensive you need to build trust. Lastly,
what kind of salesperson are you?

The Presentation Funnel: do you use a webinar or a VSL? The whole point is to
build trust and authority so they are ready to buy. The funnel scripts webinar is an
example.

The Unboxing Funnel

1. Free + shipping
2. Self liquidating offer

Lead with the sexy first piece and sell it well.

In Jaime’s funnel she puts the sexiest part in the front and adds the upsells.
Once you decide which type of funnel you will use, you need 5 building blocks.

1. Style/placement

Will it be a presentation funnel, buy now or a call? If it’s less than $2 you can get
away with a buy now button.

With an unboxing funnel you must understand the solve/agitate cycle.

2. Hooks and Headlines

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 - It's the most important part of your copy.
- In a presentation one you need one big hook and headline.
- With a unboxing you need one for each step for the funnel.

3. Stories
With a presentation funnel, use epiphany bridge stories, create the ah-ha
moment. With an unboxing funnel, use the star, story, solution script and bring up the
attractive character.

4. Irresistibility
With the presentation funnel, use the perfect webinar stack, and the trial closes.
With the unboxing funnel - use scarcity, discounts, flash sales.

5. Follow up
With the presentation funnel - indoctrinate them live with the unboxing funnel, it's
all about the abandoned car. She started building funnels for all sorts of people in all
different niches. Then she did it for herself and made it into the 2 comma club.

John Parkes: Next up is phase 3 where you need traffic.

What would you do to get traffic over 30 days? His story, in April 2017 they were
making a video for ClickFunnels and it had to go viral. Figure out who you are going to
target. Go back to the red ocean, data tells the real story. That is where you go fishing,
in that ocean.

They crowdsourced the creative. It’s way cheaper to test before you launch. They
ran 3 isolated tests with a different thumbnail/image, headline copy and video intro.

Next, the 10 different images (with the prospector). It was 200 dollars to run the
ads to test. They tested different headlines and found the winner: “This gold digger got
rich painting nude squirrels.”

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Run the test and send them to a coming soon page when testing.
- Image - the best one performed 94% better
- Headline - best performed 113% better
- Video into - best one watched 25% longer

Let data drive the decision. They had 7 million views and it’s still going. Launch your
funnel with absolute certainty. Here’s he 98% split testing discount. For $20 put a
headline on an ad and you’ll know which one to run. Take split testing to the front and
save a ton of money.

Use the right creative on your funnels, ads and follow-ups. Not every fish bites the
same lure.

James Friel - Building a System

James quit his corporate job 6.5 years ago, which at the time was a major gravy
train. He could have been a CMO of a company that did 9 billion dollars in profit, but he
knew he’d be locked in, so he started a marketing agency and broke 7 figures within 1
year. He didn’t account for problems that came with success, was missing out on time
and freedom.

What you don’t know about systems is what’s keeping you stuck.

It's a combination of 3 things: People, Process and Tools all working together to
achieve a common result.

The myth of the apprentice. When we first start, we believe we need to find
someone just like you. What happens if they quit, get sick? It's not about cloning the
expert, let people play to their strengths.

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Mental bandwidth is a limited resource.

How can I create a process where I can manufacture my ideas? You shouldn’t
spend your mind thinking about where things are in the process. When we standardize
how we get something done we free up our creative resources to bring something to
life.

Simplicity reigns supreme. The tool must adapt to you, not the other way around
Tools play a supporting role, not a leading role.

The Perfect Funnel system

Step 1 - the Bat Signal and meeting. When Russell clicks the bat signal, they all
get together on a zoom call, he explains what he wants, whiteboards it out, then the real
magic happens.

Step 2 - the Bat Signal template board. They took the entire funnel building
process and mapped it out step by step and broke things out into 6 different categories,
so when we start we are not thinking about how to get it done. We are manufacturing
creativity.

Step 3 - Run the system. Created relay race cards. Created testing checklists
Pre-launch reviews

Last up is Alex Charfen

They did 1500 deals in 18 months with real estate, after selling his successful
business and over time had built a huge real estate portfolio. All of the properties they
owned were in ground zero, and went bankrupt in 2007. They even had to pawn his
wife’s ring as their properties were started to get foreclosed on.

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 There are 2 types of urgency. When it's in the moment and short term, it stops
your momentum. Take that short term urgency and create a long term plan. When we
are excited about what we’re doing, it increased our awareness, decreases pressure
and noise and makes things easier. When you can show your team where you are
going, you take them out of short term emergency. 90% of entrepreneurs have no
forward looking plan.

Having a big goal, a purpose is not a plan it's a dream. When we don’t show our
team the plan, they don’t keep up with us.

You can walk up to a sports rookie and they know all the goals for their team.
They have that certainty that what they are doing today is taking them to the Hall of
Fame. You need certainty in the path.

The Hall of Fame is your client centric mission. You are building a mission
around your client. Look at your 1 year objective, then your 90 day targets. Then you
look at your monthly goals, then each week get together with your team and make
commitments. Then you have a daily execution.

Transactional vs. transformational

This is where you are going from telling people what to do to where you give
people the mission and outcome, and are coaching with success.

Within a year of getting their bankruptcy discharge, they had made a million
dollars. When they lost their properties, they had a woman deliver their foreclosure
paperwork. This lead to the creation of a certified distressed property expert product.
They trained 1500 real estate people to help homeowners in foreclosure. In their
second year they trained 10,000 and in the third, 15,000. Overall they sold just shy over
49k. In 2013 the US Treasury and one of the directors of foreclosure said their company
pushed the process of foreclosure 7-10 years ahead and 7 million homeowners were
affected.

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Reminder:
- Figure out your offer, then your funnel, get your traffic, get your system set up,
build a team to run those systems.

- One great funnel that is IMPLEMENTED is more powerful (and creates more
change) than 20 ideas spinning around in your head.

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 Taking Action With a sense of Urgency
Ryan Bowman

Today’s the day you change the world. When he got married they promised they
would live their life more curious than afraid. He knew he'd be an entrepreneur. Life was
good, but he questioned life and decided he wanted to be a professional golfer. HIs wife
asked to move to California. His wife got sick, and ended up with a flu that lasted 9
months. Five 5 years laters they had spent tens of thousands of dollars with doctors.
Ultimately in Feb. 2016 they got a diagnosis of late stage lyme disease, and finally got a
target.

When his wife was very sick, they packed up their home, now in Chicago and
moved back to CA. At that time Funnel Hacking live 2017 came up, and he’s in the
crowd. His wife was still very sick, and he heard Garrett White speak and he ended up
talking briefly with him. When he got back home, he’s in a bank and in walks Garrett
White. He bought his book and reviewed it. Why are you doing this? Are you putting in
the work? Are you operating with urgency? In an instant, he became a different person.

An opportunity came up for lyme patients, a new type of clinic. They went
through the process. After 10 months, they have had some success. When you make a
decision and you become something else, it's much easier the next time. There was a
second where he thought “What do I do?”, but when your why is big enough, the
answers appears.

A friend mentioned a clinic in Germany where they were getting great results. It
would last for 3 weeks and costs $40k and they decided to go. About a year and half
ago he started having his own symptoms, because the disease had transferred to him.
He had to get the procedure as well and felt fine 5 days after. That treatment ended 2
weeks ago.

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 Right now you are on that beach, you’ve got a decision to make. You can change
in an instant. It doesn’t matter what the obstacles are, you can change the world today
in an instant. You become the person who lives with urgency, treat it like it’s life or
death. This is your placa a plomo moment. It's your life, your legacy. What are you
going to do with this time? It’s that quick, you just decide.

It's something we all share, you’re right there. When he was in the FHL crowd, he
remembers thinking, he was in a place that was so way down, and people were up
there with their rewards saying “You just gotta try harder”. He remembers that feeling of
not knowing. That feeling that you have is the most powerful tool you have to truly
change the world.

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 Breaking the Chain of False Beliefs
Russell Brunson

One of the core things in Expert Secrets is that people’s false beliefs are holding
them back. If you rebuild your story in your head, you can win. You have to know the
fast beliefs and stories that your audience have.

You can start building up an inventory of stories so you can destroy them. False
belief patterns. They have chains of false beliefs. Something happened in their life and
because of that they told themselves a story and that's what fueling them right now.
That story runs their life. What's your story that you need to explain to them to give them
a new belief.
Example: network marketing. Russell likes the network marketing idea. They
have a hard time because so many people have false beliefs around it. If I join NM I’ll
have no friends and my family won’t like it. Why? Because once they sign up they
contact all their friends, family, etc. They had previous bad experience with it. From that
bad experience, their story is hey if I was to join a NM company I’ll lose everyone I love.
Look at this, and say “Why don't I believe this?”

What is my story, which is more powerful than theirs? Well I joined up with NM in
the past and I felt the same way. One way I met this guy, and he had a ton of success
and this guy felt the same way. He started using the internet to get leads, from people
who were actually interested and they were excited to hear from them when they called.
All of a sudden their old story gets replaced.

This is how it works. What are all the false beliefs of your audience? Try to get
100 stories. He was telling these stories because he listed all of the false beliefs and
figured out why I don’t believe that anymore. Work through that process.

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 For free videos on how to overcome procrastination and a 3 part video how the
LOA really works check this out: MyronGoldenconsulting.com/FHL2018

Moral obligation - how many have a hard time with the concept of selling? One of
the reasons it was hard for him it was because he was convinced selling is doing
something to people. If you have something good, you have a moral obligation to sell is
to as many people as possible (King Solomon) Don’t buy into the lie that society tries to
perpetrate on us, that when you’re selling something you're doing something bad to
them.

What does a tree have to do produce apples? All it has to do is be an apple tree.
You don’t get what you want, you get what you are.

1 - freeple people they want everything for free

2 - cheaple people they want everything that's cheap because they tell themselves they
can’t afford it.

People don’t buy what they can afford, they buy the things they want the most. IF
you want to change your family’s life, level up so you can learn how to use your mouth
and mind to create the wealth your family desires. The only thing that perpetuates
property is the expectation of property. These people ask the wrong question. For
example, what if it doesn’t work? You already know that what you’re already doing is not
working. You should ask instead what if this works? How much better is life going to be
when this work? Don’t ask the questions what if it doesn’t work, ask the questions what
if it does?

The very first temptation in the world was the temptation to focus on lack. God
told Adam and Eve you are freely to eat. The tree was in the middle, just one thing.
Devil said didn’t god say you can’t eat out of every tree? He took away one word. In
order for them to get to the tree they had to walk past all of their abundance to get to
their lack. They are both there, but you get the one you focus on.

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3 - Feeple people, who are willing to pay a fee.

4- Preeple people who are willing to pay a premium for the things you get

The Law of Advancement - In nature, what goes up must come down. For
example, you have a seed, It wants to be a tree. Before that little seed can grow up to
be a big tree, it has to grow, go down into the ground and be willing to cease to be a
seed. In order for you to become everything you can become you must be willing to stop
being what you have been so you can become all that you can be. It goes into the
ground, and stops being a seed. Then it grows up.

Tree grows up on a cliff, and eagle family comes there. Babies want to learn how
to fly. Mama eagle needs to help baby many times and finally baby bird learns to fly by
falling. Even an eagle, before it goes up it must go down. People live in a nest, the circle
of sameness. What percent of eagles learn how to fly? 100% But people...we have a
choice. While we fly, we grab onto the lowest hanging branch and crawl back up.
Anything that goes up has to go down.

If you are serious about advancing, you need to be ok with your income going
down.

Two of the biggest expenses you have in your life. In education system we never
learn how to do the most important math. Why don’t teach us the rule of 72? Right now
in your life what are the 2 most expensive you pay for? Your 2 biggest expenses really
are taxes and ignorance about how to make $10,000,000.

Write down how much money you made last year. If you only made 80k you paid
920K you paid life for not knowing how to make one million. Do I want to pay life,
920,000 next year like I did last year?

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 Get More With Less
Garrett White

Garrett White, is the author of Be The Man - stop Lying, start Leading Today.
You want to build big things, you’ve been trained for days given the tools and resources.
There was a vision placed in his heart years ago, it was commitment to be the truth of
who he was. He started with one simple game, tell the truth. You don’t have to be
Russell, or him, you will lose at that game. You have a calling because you were born.
The choice is simple.

Power - He wanted power, and thought it was complicated. His funnels work
because he works. He’s gone from $0-$100 million in 4 years. ClickFunnels works
because Russell and his team work. The only difference between 2 people is capacity.
Capacity is power. Like lifting a heavy weight. Power and capacity must be chosen
every day.

Production - if power is your capacity, then production is doing the thing. Russell
has done this for you.

Profit - your results. Every day he wakes up and accesses power and does stuff,
then profit shows up. Sitting and meditating on your next funnel are not nearly as
effective as building your next funnel.

His story was if “I can just get money again, then his marriage would be saved.”
At this point, this would be divorce #2. He had to reverse engineer his production. He
started looking at the result of money and went backwards. After connecting the dots,
he realized some important things. That his body either accelerated his production or
not. If you’re sick and tired, your production won’t be supported. Spiritually he realized
God was telling him he had a purpose. There were times when he felt like he was
spiritually on fire.

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 Body, balance, being and business. He needed to work out, meditate, pray, and
connect with his wife and children first. His marketing is wrapped with an energy, there’s
what you hear him and say and what you feel him saying. He plays a game of power.
You get to a place when complexity doesn’t work, so they do simple things over and
over and it works. Take one funnel, one offer and maximize it to death. Test and deploy,
and when you fail which you will, you can’t default into the day. You need to have the
power to start over again. Most people don’t like you but if you’re one of them, you’re
screwed. This game is about putting yourself out there.

The “Core 4” - Body, Being, Being & Business

Body - fitness, every morning you gotta get your heartrate going and something
to make you sweat. Get up and move. Get out of your house and walk. If you move in
the morning you get ½ a point. Fuel - Garrett’s fuel intake needed simplifying. He met a
girl who was talking about green smoothies, and how they clean out your system. He
purchased a Vitamix blender, made a smoothie, felt worse initially but made it through
two weeks. He started watching his mind change, then he stopped for ten days and felt
bloated and horrible. He returned to the smoothies and got cleared up. If you take care
of your fitness and fuel, you get one point every day.

Being - Garrett had to get connected, your energy around the way you connect
with clients, and in your videos makes a difference. First things is meditation which is
hard for a lot of people. It's about connecting to you, is doesn’t matter what the process
you use to do it. When he gets challenged on what moves to make with his business he
looks inside. WUW was down because along the way he was guided. All of you have
been called to lead something that matters.

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 If you are not getting the message on what to do next, it’s because you’re not
connected to yourself, you need to connect and listen to your inner voice. The simplest
form of mediation is just to breathe. Breathe in, hold for 5 seconds, release, and repeat.
Imagine what might happen if you were in this place when you tried to create. Your
body is weaponized, then drink your smoothie and sit down to create. Meditation is
worth another ½ point.

Writing down your memoirs is the other part to being connected. Garrett was told
he’s supposed to journal, but he didn’t care about his legacy when he was younger.
God is speaking to you, telling you opportunities. You hope things work out but you
need to take out an old school journal. Journal your vision, write about it, draw about it.
Draw out your funnels, your revelations. You can be inspired by others’ memoirs but
give yourself permission to feel your own truth. It’s not complicated, you know what to
do. You might get 15 different logos before you launch your funnel. By writing down
more revelations, you’ll hear the voice that comes to you to move you forward. There’s
a thing you need to start doing, what is it? You get another ½ point for writing these
down.

Balance - Garrett was in a rough place in 2013, had lots of issues in his
relationship with his wife. He expected all these things but needed to make some
deposits. He decided he would send a message every day to her, with love, honor and
appreciation. He continued to send a text message every day. She didn’t respond for 7
weeks. He would do the same, sending messages to his son also. This, to a son he
didn’t raise who grew up in another country. No responses there either. Then he
realized that the guilt and shame he felt as a husband and father, which he felt
connected to, went away. There’s ½ a point. You need to do the same for your kids. He
finally heard from his son a few months ago, who wants to move in with him. He puts

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sticky notes on his kid’s doors, with love and appreciation message. You get ½ a point
to your wife/husband/significant other and ½ a point for your kids for a total of 1 point

Business - every day you're going to discover some things. Study Russell's
books, and if you’re a Garrett’s book as well. His wife became a businesswoman
because of ClickFunnels. She was a hairdresser at the time. She only read “50 Shades”
then Russell's book - both books improved his life

You set your alarm off every morning, read for 15 minutes each morning. When
you’re done reading you will know it and when you know it you will do it. You get ½ a
point for discovering stuff and ½ for sharing it with someone else. Every day we are
trying to get to 4. “If I hit my 4 before I hit the door to go to war”.

If you took an hour of power every morning for yourself and you have the ability
to connect with yourself you will be more balanced in your personal life and business.
Then the visions you see will for yourself will come to pass. Many people are so
wrapped up in trying to recreate stuff that you are missing the message you are called
to share. Every day wakes up and find the need to listen. Then go and do.

Garrett’s son came up on stage and told the story of how he’s always been told
what he should be doing. He had watched a lot of Garrett’s videos and the message he
got was that needed to do something for himself. He left his university to work for
Garrett’s team and has learned more in a few months than all the time at university.

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 Everyday you wake up without the power, people lives are on the line. At the
beginning he thought it was God’s calling to save him, but he was being called to
liberate millions. There is a generation coming behind us who is lost and confused.
They are choosing sedation to manage that confusion. Every morning we need to
choose to start with the power and the path. The game you feel in your heart will
happen. He’s been here on stage since day one, from the beginning of Funnel Hacking
Live. You can choose the power or you will be replaced by someone who will.

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 Keynote speaker
Tony Robbins

Tony Robbins is an entrepreneur, author of 5 internationally bestselling books,

philanthropist, and the nation’s #1 Business Strategist. Through his audio and life
training programs, Tony has empowered more than 50 Million people from 100
countries to live an extraordinary life on their terms. In life, there is a science behind
getting everything that you want to achieve.

Russell started buying all of Tony’s products on eBay when he first discovered
him. Ten years ago he had a chance to meet him, and they said before you work with
Tony you have to come to one of his events. The experience changed his life. When he
did his first event 4 years, it was a dream to have Tony speak. He came last year and
Russell asked him again because he knows the effect Tony has with his talks.

There’s so much b.s. in the IM space. Strategies come and go but what you
value determines your thoughts, action and life.

Tony was involved in an Operation Underground Railroad project last year,

where they saved 36 girls lives. Most people are just doing it to make money and there's
nothing wrong with that. If you have got a family to support, when your goal is to help is
a community, you know the truth what drives you. The difference in his life was made
when he discovered how can he help humanity.

Motive does matter, people feel it even through your ClickFunnels. YOU are the
brand though your product. What’s the secret to wealth? - Add more value. If you do
more for others, year after year, 10 years from now you’ll surely arrive. Technologies
come and go, but the human spirit is what sells the spirit. Your job is to tell a better
truthful story. I’m gonna make more money not just for myself for the benefit of others.

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 Even Tony does not stop growing, he still goes to events himself. What you’ve
done here you need to keep going. Keep scheduling your time to include events and
trainings.

He went to Arizona recently and attended a session where electrodes are placed
in your head in a cold room and he learned how to think in an alpha mode. The more
you focus the less alpha you get. At the end of the first day, he wanted out but it made
his brain stronger. If you can keep a focus on something larger than yourself, it will
change the game.

He started writing a book on money, 5-6 years ago. He was meeting all these
millionaires and seeing how they were miserable. It just magnifies what you are like. He
was getting frustrated because the people were not even thinking about other people.
Motive matters. He revamped all his goals and decided if strangers cared about him and
his family ..When he was writing his book, he realized how many people were starving
in the US. He said he's going to feed 1 billion people over 10 years. This year, the 4th
year he is on track to feed 4 million people and on track to reach his goals.

Now that you're in the spirit of this you should grab a hold and run with it. Life is
about “we”. There's only so many homes, etc . All along the way, he’s provided water in
India, has planted more trees around the globe...he has a dozen goals like that. Has
made more money since he put those goals in place. It’s exploded to that level now that
his goals have exploded.

Free cash flow is different than profit on paper. It's like working out. If you don’t
work out then do the Fit for Life, you’re going to have to keep at it every day. When
people talk about it's a dream - when you schedule it, it's real. Put yourself in a system
that guarantees long term success. When you constantly improve yourself this will
happen.

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 Look at Warren Buffett who has said that his greatest investment ever made was
going to Dale Carnegie. Making an Investment in yourself is the best.

Carl Icann has produced even more than Warren Buffett. But when Tony went to
interview him, he discovered he wasn’t being very nice. He was told not to use cameras
or audio. He said “Use a bring pen and paper, you got 10 minutes.” His interview ended
up lasting 3 hours.

Motive matters, don't leave with just a strategy. Put yourself in environments that
are pre- organized. Your business training never stops.

Fundamentals and repetition are the mother of skill. Strategy is worthless if you
don't follow through.

There are 3 levels of mastery:

Cognitive mastery is when you understand it - you have intellectual

understanding. Knowing is not enough. Lots of people understand things, but
knowledge is not power, it’s potential power. The real power is execution.

emotional mastery is when you feel so much emotion to what you learn that
you will follow through. Feel it! Where were you on 9/11? Everyone knows. But if you
ask where people were on 8/11, no one remembers because there is no emotion
attached to it. If you are female, you have a brilliant connection between events and
emotion. We all need to bring more emotion to something if we are going to actually
follow through. We think hearing is enough and we will remember it. But repetition is the
mother of skill. Why should you go to a seminar, when you can just read a book? It's like
swimming, you can’t just read a book. You need to go there and experience it to learn.
You’re 100 more timely likely to follow through. When you get enough emotion, ...if you
repeat

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 Physical mastery - doing it constantly. You don’t have to think about it, you
embody it and own it in your physiology and it's your identity. It takes emotion and
repetition and energy, the most important ingredient. Pure energy is above a 10 from a
scale of 1-10. If you don't have enough energy your mind takes over. The lower the
energy the more the 2 year old brain takes over, and starts thinking about what you
should protect yourself from etc.

When your energy is high that goes away. If you’re truly in love, you’ll do
anything for someone. You’ll be dancing as you take out the trash. Do what you did in
the beginning of the relationship and the end of the relationship and you won’t have an
end. Fall in love with your customer and know what they love and fear. Life is the dance
between what you desire most and fear most. The more we know, the more effective we
will be in the process. We have to know what the choke hold is on any business. It’s
always the owner or leader and it comes down to psychology or skill. Skills are 20%,
psychology is 80% of the formula. You need to understand the power of energy
because you need energy to handle a challenge.

Where does energy come from? Not sleep or food. Digestion takes a lot of
energy. Psychology, mindset and habits make your energy. We all have a set to our
energy. If your going to let the external environment relate to your energy, your
business will fail. You need to fall in love with your customers and you will have raving
fans who do not go away.

The word competition in latin means to conspire together. By us competing we

conspire to make each other better.

Tony is obsessed with what makes the difference in the quality of people’s lives.
Why do so many people fail to achieve? And when those do achieve, why are they not
happy with those achievements? When he was young, his mom was an alcoholic, but it
made him a practical psychologist. He didn’t want to live in the past, he wanted to live

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for the future. Sometimes your worst days are your best days. The lack of food made
him wants to feed millions. They didn’t have the resources in his family.

You wouldn’t have started your business if you didn’t wake up. When you read,
especially biographies, you’ll think like they think and be empowered. Often people who
have been at a disadvantage end up in rehab. People who are beat up the most end up
changing the world.

For example, there was a child whose mom was only 13, there was no dad in the
picture, she become pregnant herself at age 13, but lost the baby. She ended up in an
institution, but only stayed for 4 nights. A man claimed to be her dad, and he changed
Oprah’s life forever. She started anew where there was no more victimization but
everything was about adding value. It's not biology that makes one’s destiny, it’s
decisions.

These days, we have this whole victim mentality. Remember the twin brothers,
the Melendez’ who killed their parents? It took 2 jury trials to convict them. They said
they were abused. After that, Lorena Bobbitt came about. She claimed to be a victim
too. We tend today to look for an excuse. You gotta learn how to shift them and
yourself. Everything is just patterns. There are no broken people. There are certain
patterns that you don’t like because they don’t serve you in your business.

If you think the problem is you, it's hard to change yourself. Tony is very good at
changing people. He has not lost one suicidal case in all these years. Whether people
buy from you or not, they have a reason. If you can understand what’s below those
reasons, you can influence them in any way. If you want to take the island, you need to
burn your boats. Your mind will move you forward.

There are 3 patterns that control your life.

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 1. Decisions are the things that are going to shape your destiny. Think - What are
you going to focus on? What you focus, that’s where your energy goes. The truth will
set you free! Do you tend to focus more on what’s missing in your life or what you have?
90% focus on what’s missing. It's not possible to stay happy with this viewpoint. What if
you have the achievers curse, i.e. you're always trying to get more, then you’ll be happy.
Once you get it you’ll be happy.

We’re all afraid we are not enough, and we won’t be loved. Our competitive
advantage is love. Most people have a pattern that will guarantee working harder but
not having sustained happiness.

As a baby you can be fat, toothless and bald and be loved. Try that at age 40.
We want to succeed to be enough and know that we’ll be loved. You gotta have more
than just achievement or you will be miserable even with more money.

It's not what you think is going to make you happy and fulfilled, it’s progress.
Progress equals happiness. If you sit at the table of success too long you will get bored.
The secret is to keep making progress. You want to make sure you take control of your
focus.

2. Do you focus on what you can control or what you can't control? 25% of those
asked focus on what they can’t, 75% focus on what you can control. That’s why you
came, you are going to keep growing, keep learning and succeeding.

3. Do you focus on the past, present, or future? The future is really valuable for
strategic planning. Success without fulfillment is the ultimate failure. You need to focus
on the present as well. Remember the old adage of putting the air mask on yourself on
a plane before your child.

If you don’t find fulfillment, obtaining achievement will get old. The science of
achievement and the honor of fulfillment are two mastery lessons. When it comes to

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focus, if a person is always focusing on what’s missing and they are focused on the
past, they will be angry. Do you know someone who takes anti depressants and they
are still depressed? We in America pride ourselves on achievement but are not fulfilled.

Whatever you focus on you’re going to feel even more if it's not true. Imagine you
are waiting for someone to meet you for a dinner date. You show up and they are not
there. What are you thinking? They don’t care, and that is rude. Or perhaps they were in
an accident? If you think they were screwing around you’ll treat them badly when they
show. If you think they were in an accident you’ll treat them great when they show.

Decisions:
1. What are you going to focus on?
2 - What does it mean? Accident example.

If you think it's the end, are you going to behave in the same way? Some people
say “God’s punishing me, God’s challenging me, it's a gift from God” in response to a
problem. It all depends how you approach it.

Tony went to a racing schoo, and had a lesson to learn how to drive a racecar at
160 mph, which was scary. He originally drove as a passenger and was told by the
instructor he would do the same thing in 4 days. He was trained with a spin car at first.
He learned how to come out of the spin, which is one of the most important skills in
business, life etc. When you're driving every part of you will look at the obstacle, but you
really need to focus only on where you want to go instead. During the test, the instructor
pushed the spin, and he grabbed Tony’s face to turn him towards where he wanted to
end up, so you could unconsciously steer in that way. In the final seconds they gripped
and turned. After 5 or 6 times he learned. If you focus on what you really want, are you
guaranteed to succeed? No. But if you focus on the wall you are guaranteed to crash.
Meaning = emotion = life. If you have 10 million dollars, but every day you come up
with meaning….

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The quality of life is not your money, etc. You need to think about:
● What are you going to focus on?
● What does it mean?
● What are you going to do?

If we want to shape these 3 things, we need to train to stay at a higher level. You
want to push yourself to a 20 so that when you’re at a 10, that feels normal.

Whatever you continuously reinforce, you will become. Tony did not always have
this certainty, he had to train himself. Work harder on yourself than anything else.

If you are a leader your job is to influence. You have the ability to influence thoughts
feelings emotions and actions. To influence a another human ,you have to know what
already influences them. Most people try to influence people by what influences us.

How do we influence ourselves? By being in control of the state you are in this
moment, both your mental and emotional state. If you are feeling ultimately grateful, it’s
more powerful - your mind follows your state. If you’re going to shift, shift your state.
Moment by moment you are controlled by your state, long term you are controlled by
your blueprint which is your values, beliefs, expectations. Many of us have an out of
date blueprint. All the changes that you are looking for, happen at an altered state, a
high energy state.

The fastest way to change your state is your body. If you change your body first, the
mind will follow. The body is the answer. Emotion is what you're after. You don’t want
money, you want the feeling you think it’s going to give you. Freedom, comfort, the
ability to contribute more, fun, etc.

Overall patterns between people are identical. Stress is the achieve word for fear.
Who has things that you want to do but you are afraid of failing?

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 What if a kid says something bad, you won’t care. But if an adult says it, you’ll feel
bad. It all comes down to you. Emotional fitness is what you want. It's a state. You can
be emotionally intelligent and know what to do, but don’t do it. Do you know someone
who is always worried? Our emotions are completely our patterns. We let the outside
world dictate it. If things don't go right, we are unhappy.

Whenever we get to what we think our best is, there’s always another level.

If you use more of the gifts that our creator has given us, you’ll experience more of
those gifts. In a heightened state you feel as if you can reach any goal.

Which would you rather have a $2 million business that makes $50 million a year or
a $50 million dollar business that makes $2 millions dollars a year? Bigger is not
always better. Both the impact and the true profitability is what really matters.
Emotional impact and financial rewards are disproportionate to the …

There are up times and down times to everything. You need to understand what you
are really after, the end results. You think you came here for your business but you want
is more control...when you finally achieve that goal, who is going to make you feel
good? You're going to make yourself feel that way. If that’s true, why wait?

If something bad happens, instead of saying someday you’ll look back and laugh at
this, why not do it now? We need to train our bodies to celebrate more often. Our
culture teaches us to not get too excited. How many people dampened it down to others
when you achieve something? It teaches your brain that you shouldn’t feel too good
when you achieve.

There’s one universal thing people celebrate - sports. People will go crazy
celebrating someone else’s victory but not their own. What if you took on a new belief
for your blueprint, “What if I don’t need any excuse to feel good”? What if you just felt

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good for no reason. Most people don’t need an excuse to feel bad. When people are
depressed we understand. If we’re excited, people think we are crazy.

If we want peak results we have to be in a peak state. It's not that you are so tired,
it's that you have been telling yourself the same story. If you want an extraordinary life,
you need to be in an extraordinary state all the time. Sigmund Freud wrote many book
and he was a genius in marketing. He didn’t come up with the concept of the
subconscious mind. He also understood how to get people to change by disrupting their
pattern and also used words that were very inappropriate for that time. Most of us use
softeners, because if we said words that depicted how we really feel we feel we have to
cover it up. But softeners are like taking drugs. If you numb yourself, you're never going
to change. Pain is useful if we use it. If we want to shift long term we need to learn how
to use pain and pleasure. Put yourself in that right state over and or again until it
becomes habit.

Think about Elton John, every time you see him it’s fresh. Even though he probably
goes through a time where he’s sick of singing a certain song. It’s all a habit, we all get
what we tolerate. You need to know how to shift things and put yourself in the feeling
you need.

If you want to get a new result/target of any kind, it requires new action. What type of
behaviors or action do you need? What people are capable of doing is amazing but
people are usually in the wrong state. Like dieting and losing weight for example. If
you’re trying you’re going to have a real problem. It's easy to diet if you’re in a
determined state. The new actions are effortless if you put yourself in the right state. If
you plant in the winter, you won’t be rewarded. You need to do the right thing at the
right time.

Tony met with Andre Agassi years ago when he was having troubles. He asked him
to see, feel and experience hitting the tennis ball perfectly 10 times. He was in the state.
He never thought about his wrist, which he was having problems with at the time while

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he doing that. You need to understand there are certain states, that no matter what, you
can’t function. When you walk and move, it goes away.

Tony showed him Andre a tape of himself at Wimbledon, and told him to notice how
he walked onto the court. He was focusing on why the guy even showed up, that’s how
certain he was he going to win. Then he showed him a tape in which he lost the
tournament and before it even began he could see that he walked out dejected. He was
focusing on the last time the opponent beat him.

But how can you change someone’s focus when you’re not even there? Questions
change focus. Or you can control by telling stories. If you talk to your audience about
your relationship with your mother, they will think about their own relationship. If you ask
bad questions, you’ll get bad answers. If you say “How come I can never lose weight?
How come bad things always happen to me?”

If you’re trying to not feel pride, you’re interrupting natural patterns to make you
grow. When you think of something that makes you feel proud, how do you feel? What
happens to your face? How do you breathe? What about feeling grateful about? How do
you feel when you think about something that made you laugh out loud? When you try
to feel a way and don’t feel it for real that’s called priming the pump. Just train yourself
to do it.

Think about how do you feel when you’re excited about something. A breakthrough
is a moment in time when the impossible become possible. The moment you say I do, I
quit, etc. Everything else is just preparation. The only problem some people have is that
they are professional educators.

How fast can you get in the right state? Literally in seconds. Think of an area in your
life where you struggled for quite sometime, and where you finally broke through and
you changed something. What made that breakthrough happen in that moment? What
made it possible for that breakthrough and made it stick?

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 Most people wait for enough pain. We will do more to avoid pain than to get
pleasure. You want to put yourself in a system to make yourself better. The best
approach to success is to build a system to succeed. Think of people sleeping sideways
on chairs at airports because a lot of flights were canceled. But in some airports, they
have chairs with arms so people are unable to sleep that way. That is a new system. If
you want to make a change immediately, keep it simple. The more complex the less
likely you will follow through. Operate in a different way.

The breakthrough shorthand. If you want to to go straight through to a breakthrough,

do it in reverse order of importance.

Strategy. Example: losing weight. 70% of the U.S. is overweight. Everyone has the
information on how to lose weight, it’s not hard to find. It’s the last thing you need to
figure out. When you start with the strategy it sets up the mind.

Story. Ex: losing weight, people will say they have tried everything. It’s their story, its
a lie. People come up with stories, a belief you come up with over and over again. Take
Tom Brady for example. His story empowers him. No matter how many seconds are left
in the game, he’s always focused on winning.

Brand gives people certainty. It tells people they can do business with you. If you
can build a great story you can always find the right strategy. The story controls what’s
available to you. Why should I do business with you? A great salesman will get your
attention. It also connects them with a shared understanding of the problem. Highlight
the problem and say how you can solve it. The answer to that question needs to have
certainty on video, online as well as face to face.

State, it is the most important one to a breakthrough. If you’re in a lousy state, you’re
not going to follow through. When you’re crazy in love, what’s wrong with life? Nothing.
Retrain your brand. You want a financial, love, kid, and/or health breakthrough? Start
with your state. Then your story will come naturally. Then figure out your strategy.

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5 Keys To Building Your Brand

1 - Understand the power or identity. This is where the biggest rewards are. For
example. Tony’s name alone made some people want to come to this event.

2 - Come up with your initial articulation, why should people do business with you
versus anyone else in the industry. It’s got to be convincing. What’s the value you’re
going to add better than anyone else? Identify and articulate your competitive
advantage.

3 - Practice communicating it congruently

4 - Live it! If you don’t live it, it won’t last. Today because of social media, good news
travels fast, bad news travels even faster.

5 - Market it. You got to get people to want to do business with you.

Think of companies that have a solid brand like Google, Uber, Apple, Coke. What
about Kleenex for tissues? Or Fedex? Even though these are brands, people still say
“Pass me a Kleenex” for example. Could you own the brand in your area? You have to
decide in advance that you will dominate everything in the industry.

You gotta build a brand beyond your age. The most powerful way to market
yourself is to give them an experience they won’t forget. Look for an experience where
you will give such value people will remember you.

Tony was working with a client in California. He was a realtor and there was a
trash strike. He picked up the trash in the most expensive neighborhood. He made sure
not to tell anyone about it though. Afterwards people eventually found out he had done
it, without bringing any attention to himself. 18 months later he had made $1.1 million in

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commissions, because people remembered him and eventually used him as their realtor
when they were ready.

Technology is starting to use us instead of us using technology. People have no

patience anymore. Your best life will come as you plant the seed of not only who you
spend time with, but even more importantly to decide that life is too short for you to
suffer. The human mind can always find suffering. Even Tony feels frustrated and angry
at times but he tells himself it's part of the process. If your happiness is dependent upon
others behaving in ways you think they should, you will be unhappy. 99% of people
believe their happiness is due to others behaving to ways they want.

He has a simple plan, life is too short to suffer and he’s going to live in a simple
state. When he gets happy he gets smart as shit. You have to decide that the ultimate
achievement is living in a great statement no matter how things go your way. Our
greatest gift is gratitude and giving back. Frustrations, stress, anger etc. are all forms of
suffering. The mind will think thoughts. What the most ongoing stressful thoughts you
have? We are the only creatures that can think a thought and get angry, excited etc. ;

Remember, you’re not the first person to think that thought. If you’re going to be
stressed at least come up with an original thought! You can be grateful for instead of
thinking that thought. What if for the next 10 days you didn’t tolerate any form of
suffering? Kill the monster while it’s little.

When you come to life in your mom, your life is measured by heartbeats. You
didn’t even have a brain yet, your heart was the highest form of intelligence. If you use
your heart properly it will change your brain. When you're frustrated your heart waves
and brain waves are all over the place. But when you are feeling gratitude and love,
they are in sync and aligned.

Put your hand on your heart. Feel your heart, think about how it beats all day
without you even asking it to. If you want to feel truly grateful think about how you didn’t

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even have to earn it to live. Feel the power, the beauty of your heart. Think of 3 different
moments you can feel grateful for. See what you saw back then, breathe the way you
were breathing back then. Fill up with gratitude, give yourself this gift.

Stack all those 3 moments together and magnify them. Give yourself this gift,
reach out and grab a moment of your life that you are proud of and as it touches your
heart, so it explodes. Keep reaching out for proud moments and bring it into your heart.
Feel all the gratitude, all the job all the pride.

Think of a moment for your future when you’ll be proud. Think of a moment you’ll
be grateful in the future. Think of “All I need to focus on is…” and let your heart answer
not your head. In that situation when you used to be stressed, your heart knows the
answer.

Always give more than you expect to receive!

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