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Fast Action Plan
Hook, Story, Offer Page 3

Your Customers Yellow Brick Road Page 17

Red Ocean / Blue Ocean Product Creation Page 21

Defend & Advocate For Your Customers Page 26

Traffic Secrets / Dream 100 Software Page 30

Perfecting The Challenge Funnel Page 38

The Virtual Summit Funnel Page 43

The Battle For Your Traffic Page 49

Make Them Thirsty, Then Sell Them A Drink Page 54

7 Day Launch Funnel Page 58

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Russell Brunson
Hook, Story, Offer

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Things to remember while you build your business:

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

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

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

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

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

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

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

The Hook, The Story and The Offer

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

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The Offer

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

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

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

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

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

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

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

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

● Written word
● Audio
● Video

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

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

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

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

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

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

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

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

Interview Other People

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

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

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

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

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

Video

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

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

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

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

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

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

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

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

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

The Story

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

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

The Epiphany Bridge Story

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

False Belief Patterns

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

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

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

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

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

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

● The vehicle
● Internal beliefs
● External beliefs

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

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

“I know if I do it, I’ll fail…”

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

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

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

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

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

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

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

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

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

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

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

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

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

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

The Hook

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

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

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

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

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

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

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

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

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

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Stacey Martino
Your Customer’s Yellow Brick Road

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

The four problems with renewal offers:

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

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

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

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

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

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

4 Steps to Implementation

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

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

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Stephen Larsen
Offer Creation: Red Ocean / Blue Ocean

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

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

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

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

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

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

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

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

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

Red Ocean / Blue Ocean

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

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

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

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

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

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

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

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

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

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

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

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

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

Customer Origin Story

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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Alex Charfen
Defend & Advocate For Your Customers

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

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

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

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

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

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

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

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

It takes 4 steps to create a movement:

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

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

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

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

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

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

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

What is the plan for us here? One Funnel Away

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

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

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

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

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

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

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

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

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

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

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

Trafficsecrets.com

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

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

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

There Are 3 Kinds of Traffic

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

The Dream 100

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

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

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

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

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

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

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

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

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

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

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

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

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

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Stu McLaren

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

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

What would you rather have…

● Russell’s boyish good looks

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Cristy “Code Red” Nickel

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

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

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

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

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

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

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

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

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

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

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

They hit the 2 Comma Club in about 2 months.

Challenge Gold #1

The topic should be simple and believable.

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

Challenge Gold #2

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

Challenge Gold #3

Recommend Pricing - $37 to $97

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

Case study: Heather

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

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

Cristy “Code Red” Nickel

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

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

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

Code Red 2 Comma Club challenge funnel

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

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

Challenge Structure:

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

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

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

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

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

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

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

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

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

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

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Bailey Richert
The Virtual-Summit Funnel

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

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

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

Benefits of Virtual Summits:

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

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

90 Day Virtual Summit Launch Process

Phase 1 - Planning

● Determine your logistics

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

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

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

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

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

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

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

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

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

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

Phase 2 - Creating

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

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

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

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

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

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

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

Some things you can do for an upsell:

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

Pricing Guidance

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

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

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

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

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

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

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

Phase 3 - launching

Each one of these phases is about one month.

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

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

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

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

Benefits of the Summit:

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

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

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

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

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John Parkes
Ancient Gods & The Epic Battle For Your Traffic

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

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

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

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

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

Bad example:

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

Good example:

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

An awesome example: An ad for Caleb Maddix:

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

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

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

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

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

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

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

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

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

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

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

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

Who should you retarget?

Phase 1

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

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

Here’s an example:

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

Phase 2 - People who have landed on your page

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

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

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

Phase 3 - People who took action.

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

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

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

Review:

Prospecting (cats)

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

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

Retargeting (dogs)

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

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

The 3 phases of retargeting

● Engaged
● Landed
● Took action

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

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

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

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

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

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

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

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

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

4 Story Scripts

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

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

2. Mistake
3. Myth
4. Misconception

1. Personal anecdotes

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

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

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

Never launch a funnel with at least one OTO

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

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

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

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

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

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

2. Flow - just tell the story.

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

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

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3. Myth

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

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

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

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

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

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

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

4. Misconception

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

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

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

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

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

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

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

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

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

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

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Brendon Burchard
The 7 Day Launch Funnel

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

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

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

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

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

7 Day Live Launch Funnel

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

Live. Love. Matter.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Pricing Strategy for your product

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

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

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

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

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

Recap

Announce your training day 1

Do the 3 days live training on days 2 - 4
Day 5 bundle your offer
Day 6 - 7 is the deadline
After that first 7 day launch, asked what can we do better? A couple of things they did
the second time was:

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

On days 8 - 30

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

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

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

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

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

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

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

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