A Sales & Marketing Coaching Session with Russell Brunson

0:00 okay Russell so um I was hoping we could pretend or act

0:03 as if this is a business coaching session you have people rocking

0:06 up to your office for consults and stuff people in your Mastermind

0:09 so if I rocked up as like a new client or something How

0:15 would how would a business coaching session with you like what would

0:18 that look like it look like how how do how do we start

0:20 it depends if we're just met if we just met like I

0:22 try to figure out what in the world you do so I kind

0:23 of know what you do which helps a lot but um I

0:26 guess the biggest question is like what like there's always a gap

0:29 to where you are we want to be like what's that Gap

0:31 what's it look like I know where you're at right now where you

0:33 trying to get to and then we can kind of figure out

0:35 what's missing okay so last year we did about 5.5 million in Revenue

0:39 we're operating at about like 55 60% uh grow operating profit pre-tax

0:47 whatever e whatever the number that is um and that's cool and what

0:52 percentage was it uh like 5560 something like that um and what

0:56 I would love to do in the game of Entrepreneurship is to go

0:58 from 5 million to 10 million and also ideally try and dissociate

1:03 the business revenue from me having to show up and continuously film

1:07 YouTube videos so I guess those are our two main things grow

1:10 Revenue but do it in a way that doesn't necessarily require yeah allows

1:14 me to take a month off without the business then tanking yeah

1:17 for sure um where's the revenue breakdown like cor sales versus other stuff

1:22 versus what's it where's the R 5 million come from y nice

1:25 so about 2 million is is from our content which is sort

1:29 of ad on YouTube videos and sponsorships and the other 3 million-ish is

1:33 from course sales and so last year the only course we had was

1:36 our part-time YouTuber Academy which is just a single product uh we

1:40 were we were doing that as a life cohort for about three years

1:43 and then last year we switched it to Evergreen we did a final

1:45 cohort did a big launch did 2 million for that launch which

1:47 was nice and so we have that as a$1 thousand self-paced course

1:52 now and we also have a 5k a year kind of coaching

1:57 program for YouTubers or YouTuber accelerator where um my team gives people

2:02 one-on-one support for growing their channels MH uh we think 5K for 12

2:06 months is probably way too cheap given how much how much

2:09 of a nightmare it is to fulfill on that so we're now thinking

2:12 of people charge for something similar yeah yeah because we we we

2:15 were feeling like oh we need to give so much value and then

2:17 we're like ah crap we've sort of signed ourselves up for this 12mon

2:20 thing so we're thinking of turning that into like 5K for 3

2:22 months which feels a bit more reasonable we're thinking of turning

2:25 our YouTuber self-paced course into a $1,000 a year Community member ship type

2:30 thing we're thinking of maybe adding a $300 product but then

2:33 a month ago we created a new value ladder for productivity which is

2:36 the thing that I'm known for it was a bit accidental that we

2:39 ended up making all this money from YouTube because I'm I'm not known

2:42 for the guy who teaches people how to grow on YouTube that's

2:43 that's not my stick my stick is how to be more productive

2:46 so we launched productivity lab which is a $1,000 a year membership

2:48 community and we sold 500 spots within 48 hours and we CT it

2:52 at 500 um and that's been going for a month now and people

2:56 love it and it's great and so we really want to scale

2:58 that up but without like diluting the quality of the community by having

3:02 too many people in it m we're thinking maybe adding like a one-on-one

3:05 productivity coaching offer on the back end and maybe a sort of $300

3:10 course above uh sort of at the top of the value ladder

3:13 as a way of getting people in I'm just th a lot

3:17 of that see if any of that makes sense 100% yeah now um

3:20 right now so basically each those you sold during a launch right

3:23 so you did a launch I'm guessing that send emails you're Crea videos

3:27 specifically for it and then anything else is happening when you're launching

3:30 yeah so we launched we we start by building a weight list um

3:34 by funling traffic from socials

3:35 and from YouTube occasionally and from my newsletter

3:37 into this weight list we build up a weight list and then

3:40 we do like a launch sequence like 10 to 15 days worth

3:42 of emails um to that weight list and then that's how we

3:46 do the launches when we were doing launches for our YouTuber Academy

3:49 and when we did the launch for productivity lab but where I'd

3:52 love to get to and I'd love to get your take

3:53 on this is for me like launches are quite a stressful way to run

3:56 a business and it when we were running life cohorts for YouTuber

4:00 Academy three times a year it was a real like fingers crossed like

4:03 this one week where we can get sales out of like a four-month

4:06 period like let's hope we make enough money um and that feels

4:09 kind of stressful so I'd loved for it for for the revenue

4:11 to be a little bit more like chill a little bit more recurring

4:14 yeah which is why we like the idea of turning YouTuber Academy

4:16 into Evergreen self-paced course yeah the launch

4:18 the launch game that people live

4:19 die by it because it's like sometimes they hit a launch

4:21 and they get you know three $5 million in sales then a year

4:24 later they do the launch again and this time it hits $100,000

4:26 in sales and like but they built up thinking it's going to be

4:29 as big as you know all that kind of stuff we had

4:30 exactly that stresses me out during the pandemic the course completely like

4:33 printed cash straight after the pandemic it stopped printing cash and we

4:36 were like uh oh all of our all of our projections were based

4:39 on this continuing to print cash money does not grow in trees

4:43 it's all kind of bad so I want to avoid that kind

4:45 of state of AFF yeah so right now if you're not doing

4:47 a launch those sales aren't coming in so there are they is there Evergreen

4:50 kind of working now or yeah so we have one Evergreen product

4:53 okay so so we have a actually if I draw out it might

4:55 be might be easier so we kind of have nice oh nice thick

5:02 pens so we have our sort of YouTube value L and we have

5:05 our sort of productivity stuff so on the YouTube we have

5:08 a $1 self-paced course which upsells people into a 1K self-paced course which

5:14 in theory gets people to apply for the 5K 12 month program

5:18 but you said apply you call them on the phone to sell or what's

5:21 uh yeah we had a sales guy so they would apply and then

5:23 the sales guy would go and call with them and then if

5:25 they were the right fit great um we've closed sales for this right

5:29 now because want to revamp the offer cuz there was a bit

5:31 much so each this this is a dollar just for oh it's

5:35 like a YouTube for beginners course um so roughly we get like

5:39 maybe I don't know 200 Sales a week of this 200 per

5:42 week and roughly 4% of people take the upsell to the th000 product

5:48 but and overall of the th000 product we get like 20 to 30

5:51 sales per week uh so this is doing like 20K a week

5:54 um but I'd love this just Evergreen coming through this is Evergreen

5:59 and this is currently closed because we are trying to figure out what

6:01 to do with and this is only me is this like they

6:03 buy this this like an upsell like in funnel or is happening

6:06 is there some other mechanism that you're selling this oh yeah so

6:08 they could either buy this directly um there's a $27 Auto bump thank

6:12 you for that idea um of which maybe 30% of people take

6:16 that um and then also they could just buy this directly so

6:20 some a handful of sales each week trickle in from the upsell

6:24 but a bunch of sales come in directly from uh them Just landing

6:28 on the thing because this is really aimed at complete beginners this is

6:31 how to get your first two videos out there whereas this is

6:33 more like the whole shebang like everything about growing on YouTube yeah okay

6:38 and then do you sell this through a webinar or just a vssl

6:41 or or a landing page a really really long landing page

6:44 that really needs to be shorter but that's the only way we sell

6:46 this it's Lo like is it copy based or video b or like

6:49 what's on the landing page uh there is a video at the top

6:51 but then there's[ __] tons of copy yeah why do you want

6:53 to make it shorter um I don't know I just feel like

6:56 bit too long actually interesting our conversion rate on this landing page

7:00 is about 0.4% oh dear 0.4% conversion rate on this landing page so

7:06 from person visiting landing page to sale about 0.4% which feels a bit

7:09 low because it's mostly organic I I mean we we started doing

7:13 paid a couple of months ago and I actually don't know what

7:15 the conversion rate rate is of like paid versus organic so that's actually

7:19 something to think about um P versus o and then are people

7:24 like the the organic side is it are you have videos specifically promoting

7:28 this or every video that like description your P or what's how's

7:31 the good idea good point so we have every video promoting this thing

7:35 but also I have a handful of videos on my channel that are

7:38 like how to grow on YouTube those get Evergreen traffic and I

7:41 casually mentioned oh by the way I've got a course and I

7:44 think people are clicking on those although and we have UTM tracking

7:47 but I haven't looked at it in a while so that's

7:48 a good point cool okay I understand that you understand this and then

7:52 on this end we basically have this 1K per year kind of community

7:57 membership type thing which we launched last month the idea behind this is

8:01 that it's like pelaton for productivity so every day there's like Zoom

8:04 co-working sessions every week we're doing

8:06 facilitated weekly planning every month there's OB

8:08 session every quarter I do a weekly I do a quarterly webinar

8:11 to plan your next quarter we want to do inperson events and everything

8:13 and all this is 1K a year and at the moment we've

8:17 got 500 people in this um we've been doing it for a month

8:20 they're all really happy um and we'd love to scale this value

8:24 ladder and also this one to get us to this goal of 10

8:27 million in a way that doesn't require me to always be showing

8:30 up in turning videos and the revenue from this versus this this is

8:34 this did about 3 million last year okay and this so far

8:39 has done well 500k oh yeah 500k year cool uh which one

8:44 you more passionate about this one really interesting I love talking about

8:48 productivity I no longer love talking about YouTube um this is our YouTuber

8:53 Academy and so I'd kind of love love to get to the point

8:55 where like to be honest like my team is now more YouTube

8:57 experts than I am I just like it's so so systemized that I

9:00 just rock up and do my thing yeah and so my YouTube

9:02 producer is like an actual expert on how to grow on YouTube

9:04 and so I want him to be doing like mini courses and webinars

9:06 and stuff within the YouTuber Academy because he's like boots on the ground

9:09 our editors are freaking amazing and so I want them to be

9:12 doing stuff I don't know anything about video editing anymore so it's

9:14 like yeah yeah whereas this productivity is kind of my gem this is

9:18 what I enjoy um was it hard to sell the Thousand Year

9:21 thing like for your like yeah so we had a weit list

9:24 of like 30,000 people this was so they signed up before they

9:27 knew what the price point was and we did some post signup segmentation

9:31 and found like 70% of them were making under two grand

9:34 a month so they wouldn't qualify for the product anyway um but no

9:38 we sold 500 within two days and within the first like 10

9:41 minutes we got like half the spot sold so it it seemed like

9:44 there was a lot of demand for this offer but also

9:46 my whole shtick is productivity we've

9:48 got like 5.5 million subscribers for productivity

9:50 and this was the first time we've released a product other than

9:52 my book uh which is about productivity so yeah very cool then did you

9:58 close signups for that or just yeah this is post yeah and we're

10:02 building a weight list we've now got 50,000 on the weight list

10:05 for this uh but again like our post thingy segmentation is a bit

10:08 Dodge so I don't exactly know how many of them would actually

10:11 qualify to buy this product and you can qualifi by how much

10:15 money they make or by what um one of the questions is how

10:19 much money do you make and that's helpful uh do you only

10:22 sell people who qualify or you sell to anybody I then we sell

10:24 to any anyone but it's it's more like because it's it's a it's

10:27 a low friction sale they can just sign up um but I'm

10:30 assuming that if someone makes less than 2K a month they're not

10:33 going to buy this you'd be Blown Away really 100% I'm also

10:37 assuming that if like they're outside of the US the UK

10:39 and Europe they're also not going to buy the thing um which kind

10:42 of broadly holds like 70% of our customers are us average age is

10:45 38 uh so they they all have jobs SL entrepreneurs yeah I'm going

10:50 tell you a funny story about heroi so when heroi shifted

10:52 from going out and doing gym launches for people he started selling uh

10:56 the license to his product very first phone sale he did it

11:00 was for he sold it for 6K and the guy was like done

11:03 he's like oh so then the next call he's like uh it's

11:06 8K and the guy's like done he's like oh so the next guy

11:08 is's like 10 he kep going up to eventually at land I

11:10 think was like $36,000 a year to sign up but the crazy is

11:13 the average gym owner only takes home $225,000 a year so they

11:16 were paying more than their yearly

11:18 take-home for this thing because they believed

11:20 it was going to help them to make more so anyway just

11:22 oh from a pricing stand like people will buy what they want not

11:25 what they necessarily can afford or need anyway but MH and and price

11:31 elasticity is huge especially on something like this where if you have

11:34 someone launch a YouTube channel how much money a year could or should

11:36 they be making off of YouTube channel oh if it's big then

11:39 stupid numbers yeah but for say an average person like someone who's

11:42 like the person who's coming in here and starting like what do you

11:45 think year one like nothing I I think for beginners to YouTube

11:51 you YouTube is not a make money scheme it's only a make money

11:53 scheme for a very small number of people um most position

11:57 as a make money thing or position it's positioned as a will save you

12:00 time on the Journey of growing your YouTube channel um maybe you'll

12:03 make money maybe you won't but I guarantee in 2 years if you

12:05 do it every week it'll change your life that's our whole pitch

12:08 and our our most common customer is the 38-year-old accountant who always

12:14 wanted to start a YouTube channel because she has a passion for knitting

12:16 and wants to share that and doesn't really care about making money

12:19 from it and of course if she made money from it it's

12:21 an it's a bonus so that's about 70% they just want to talk

12:25 that's crazy yeah they just love it and 30% is like I'm

12:28 an entrepreneur I've got an offer I want leads yeah help me out

12:31 gotta we also sort of in the background we're trying to do

12:35 like a 10K a month thing which is sort of done for you

12:38 videos uh where we have I think your friend Ryan dice as one

12:41 of as our first client oh cool so we're working with him

12:43 to try and do done for you for his YouTube channel like

12:46 he is filming editing or just editing or what uh so he's he's

12:48 filming the stuff and then we're doing all the editing the titles

12:50 the thumbnails the hor bang so one of my team members is sort

12:53 of leading on this and trying to grow this as a mini

12:56 agency yeah that's really cool that's a bit of a experimental one

13:00 you see if you like that business see see how it feels

13:04 okay um awesome so with any business there's like a thousand things you

13:09 could do yeah so I was looking like if this was mine

13:11 and if I was to take like say I bought this company

13:13 from you tomorrow like what would be the first thing I would do

13:15 um and so like I think the I me I think I would

13:21 focus here first because there's bigger revenue and I feel like also

13:24 right here you're you're not ready to turn this into 5,000 people right

13:27 cuz you said you're nervous about just the full fulfillment and keeping

13:30 the community yes you have you ever thing you want to make more

13:32 money but you want to keep the community small it's like yeah

13:34 I want to weird I know yeah so I want I want more

13:37 people to come into this but I want I want the exper

13:40 I don't want the experience to be diluted we're trying to figure out

13:43 ways to do this like do we do quarterly launches where I

13:47 I do a quarterly planning webinar and then we do like a 90-day

13:50 cohort so that then they're in a smaller group of people

13:53 and so they feel as if they're part of a small group we're

13:55 thinking of splitting up in like Harry Potter houses within that so

13:58 there's another a smaller group and so if we can if we can

14:01 nail how do we cut this community into smaller groups that they

14:05 feel that that personal connection in then this can really scale but we

14:07 haven't nailed that yet so we're still in the experimenting our next

14:11 cohort for this is launching like next month and so we're going

14:13 to let in a couple hundred more people and experiment with this 90-day

14:17 model and just figure out how do we get this to scale

14:19 without it progression over time inside of here like for your programs

14:23 like they're trying to get to this level and like you is there

14:26 progression in it or is it uh more circular it's so the idea

14:31 the promises will help you double your productivity um and so we

14:35 they do a survey at the start and a survey at the end

14:36 and like actually we're actually

14:37 pretty close to doubling people's productivities

14:39 just doubling uh in just a month which is kind of nice

14:42 but it's sort of like it's it's not like it's going to take

14:44 your business from 10K to 100K it's more like hey these are

14:47 just generally useful habits where every day you rock up and do some

14:49 deep work every week you do a weekly review and it's just

14:52 a thing that keeps on going but is there stuff where like the reason

14:56 I'm asking is like I I don't want to solve this problem if

14:58 there's like a progression of like okay someone comes into this and they're

15:00 going to go through this and then they're going to graduate

15:03 or get a certificate or something right they they've accomplished this now

15:05 they're going to move to the next step and like there's there's

15:09 Milestones is there Milestones that someone can progress through or is it more

15:12 circular it's just like you keep it's more circular it's more like

15:15 uh CrossFit like exercise classes yes you could go to the I mean

15:18 ultimately fundamentally you keep showing up

15:19 to the exercise classes yeah to stain

15:21 shape okay and that sort of idea but for productivity gotcha okay

15:25 there's probably some version cuz my biggest fear on this one for you

15:27 is like uh my I've noticed with people if there's a subconscious

15:31 block to Growing something they won't grow it and so like right

15:33 now you have a subconscious block because you don't want to mess

15:36 up the community and so for you to go from 500 to 5,000

15:40 members would not be hard technically subconsciously you're going to fight it

15:44 because you're like H you know what I mean interesting so yeah

15:47 usually it's it's almost always psychology

15:49 that keeps people back it's very rarely

15:51 tactics okay um so that the thing is like I think if

15:53 you can fix that problem then that one will open up y so

15:55 like the way again I don't know the answer but like we're

15:58 doing this right now certification program because we had the same thing where

16:00 people were coming in and Austin it was s throughout the year

16:03 so you come in you have someone who's been going through the program

16:05 they're great funnel Builder doing all sorts of stuff but then

16:07 the problem is like brand new person comes in and they're asking questions

16:10 and the person who's been doing this for a year and a half

16:12 is like annoyed by this whole thing and so way were restructuring

16:15 ours and it's really really cool but it it's based on there's

16:17 there's um modules and Milestones right so I look at a timeline here

16:21 where it's like you come in and then this is the first

16:24 M so in our world it's like you make your first first 10K

16:27 as a funnel builder then the the next mous there's 50k

16:31 and there's 100K and then there's a million right so there's these goals

16:34 are moving towards and inside there there's these little badges people have

16:37 to do to get the next goal nice um and what's cool about

16:40 this is we have a process where it's like when you first

16:42 come in you have you have um you as like the you know

16:47 or me like the guru teaching but then internally there's there's mentors so

16:50 people who are past the 10,000 Mark they're like part of their role

16:54 to get to here is like to become mentors they're coming

16:56 in and instead of being annoyed like oh this person's be they're like

16:59 hey I'm I'm a mentor so they help get somebody to the spot

17:02 and as soon as you get to the spot then you get

17:04 the new mentors who have been here then you also become

17:06 a mentee for people behind you so now there's like they're always they're

17:10 cool they're moving towards but also pulling back and then what's cool

17:13 is then then can keep dumping people in here and they're going through

17:15 this and when someone's on a call or question you're like oh

17:18 well I'm on I'm on level three right now I'm level four then

17:21 they know exactly where they're at and then you or the people

17:23 know how to help them like oh I was stuck level three too

17:25 the biggest problem is you you got to figure out how

17:27 to do blah you know it helps move progression so this gives you

17:30 the ability where you could have 5,000 people and it doesn't get overwhelming

17:33 the community if you can figure out some version of this for years

17:35 I don't know exactly what it look like but nice that's until

17:39 you're pumped about getting 5,000 people in there it's GNA be hard

17:41 for you to get more than that you know what I mean

17:44 yeah because right now if we 10x it overnight I'd be like oh

17:46 my uh oh yeah you your my your subconscious mind will will

17:50 definitely burn that to the ground before it let you get there okay

17:52 interesting yeah yeah so once we nail yeah nice something like this Milestone

17:56 small group experience something like that at the point where I feel

17:58 like hell yeah we can scale this to 5,000 then it becomes

18:01 a lot easier to do yeah cuz it's not it's yeah there's always

18:04 like it's either a math problem or a drama problem and like

18:06 the ma ma problem a math problem or a drama problem the math

18:09 problem is solve with like okay we just create a funnel Drive

18:12 some M you know that's easy the drama problems it's not real

18:15 but it's it's in our heads and that'll sabotage us solving the math

18:18 problem because we're like ah you know what I mean so so that'd

18:22 be like solve that then we can talk about the funnels there

18:24 this one I feel like this seemed like it's all in place

18:27 where like if you went to 200 a week you wouldn't stress

18:29 out no I would love that yeah you'd be fine so this is

18:32 the easier one to solve right now because it's just math problem

18:34 versus this is a drama problem interesting that's fun I'm going to label

18:38 this this is great I have never heard of this framing of it

18:40 before but that's cool so this is math and this is drama

18:45 solve the drama and we'll do the math that'll be easy yeah

18:47 I got it from Brook Castillo who's like the greatest life coach

18:49 of all time she came to our audience and started talking about

18:51 like it's either math or drama and it was funny because we did

18:54 a whole Q&A and people stuck and and every time they come

18:56 at okay before I answer this this math problem drama problem like it's

19:00 drama like he let's just solve that because it's not it's not real

19:02 it's just it's psychology versus like

19:05 actually solving that's really really good so

19:08 okay then going back like K it's math problem we got to solve

19:10 is just this because everything else is all you got to raise

19:14 this to like 15K or something but that's the biggest thing is

19:18 like this is the bottleneck that if you fix that if you're

19:20 getting 20 30 a week organically off of 0.4% conversion rate y

19:27 um yeah you if you fix this piece that becomes 200 weeks not

19:32 hard because you're going to still get the organic and then it

19:34 gives you ability to turn on ads yeah um so wish I could

19:38 see this page so this page right now I'm assuming you're saying

19:41 it's yeah it's like really video sales letter of you selling it uh

19:45 yep and then long form how long how long is the page

19:48 you think like tens of thousands of words this episode of Deep dive

19:52 is very kindly sponsored by wab which stands for you need a budget

19:56 now for many people money is a cause of guilt and anxiety

19:59 you're never entirely sure where all your money goes and you're left

20:01 feeling guilty about purchases big or small

20:03 money is often associated with restriction

20:05 fear and uncertainty but your money is an extension of you

20:08 in many ways and it's obviously not ideal to feel so bad about

20:11 it now wab is an app that's helping millions of people change

20:13 their mindset around money it's built

20:15 on four simple habits which could transform

20:17 the way you think about money these habits are firstly give every

20:19 dollar a job two embrace your true expenses three roll with the punches

20:24 and four age your money now these habits are actually really simple

20:27 giving every dollar a job basically just means that you plan out

20:30 the different things you want to spend your money on after you've

20:32 been paid then all you have to do is stick to the plan

20:34 knowing that you already have enough to cover everything your true expenses

20:37 refers to those big non-monthly outgoings like trying to buy a car

20:41 or a holiday deposit you want to break these down and you want

20:43 to save in advance so that hopefully you're not hit by a big

20:46 charge that you were not expecting and one of the things that I

20:48 really love about wab is their idea of rolling with the punches

20:51 cuz sometimes life does throw things at you like a piece

20:54 of tech brakes and you need to have it fixed or you get

20:56 your stuff stolen from the back of your car like happened to me

20:58 or a pipe burst and you have to call a plumber wab

21:00 helps you set money aside in advance to help cushion you

21:03 from life's unexpected expenses they also

21:05 recognize that we can feel really guilty

21:07 for spending money so if you do spend more than you plann

21:09 that's totally okay just move your money to wherever it's needed it's yours

21:12 at the end of the day and you can even age your money

21:14 spend less than you earn and have a nice stack of saved

21:16 money waiting for your bills as they come in not the other

21:19 way around in an Ideal World money really shouldn't be scary or stressful

21:22 for us and we actually have way more control over our money

21:24 than we often think so if you're interested you can try out lineup

21:27 today and you can see if this approach to budgeting can make

21:30 a difference in the way that you think about money so thank you again

21:32 wup for sponsoring this episode of Deep dive uh we've just recently

21:36 we we're working with a cro agency um they've we've installed uh Microsoft's

21:41 hot jar equivalent whatever it's called um found out what areas the heat

21:45 map are like more so okay cool uh some of the testimonials

21:48 are outdated some of the graphs the growth graphs that we have

21:50 are outdated so there basic things that we can do to like

21:54 tweak that yeah so the bigger thing is that I I'm sure

21:58 ways you optimize this usually optimization you're go from 04 to like 6

22:02 or something so it's not like radical shift um the radical shift

22:06 is like Shifting The Funnel the way you're you're actually selling it

22:09 because selling it selling a thousand offer through a video sales

22:12 in a long form page is like uh a less um it's a tool

22:17 but it's not the most effective tool oh okay what I mean

22:19 so Shifting the tools how you do like for me to sell$ th000

22:21 course there's two tools that are like the best in the world

22:24 to sell th000 course and one is a webinar one's a challenge so it's

22:27 Shifting the tool cool cuz on on a webinar if you get

22:31 if you get people on a webinar and they watch the presentation y

22:34 if you're like if you do a good webinar 10% people who

22:38 come to the webinar will buy so it's just it changes the math

22:42 of it all right and are we talking like live or are

22:43 we talking about fake live or we the very first time is

22:45 live and I do it live a few times till you master

22:48 the pitch and then you transition so for example I launch clickfunnels um

22:52 the very first um so we we tried six different times to launch

22:56 clickfunnels and I was trying sales letter I was trying I was

22:59 shying the wrong the tools that work but not well and I

23:01 was trying thing the thing and then um uh like four or five

23:05 months in clickfunnels I got asked to speak at an event and all

23:08 the old versions I was selling just like a trial like sign

23:10 for a trial and it was costing us like two 300 bucks

23:12 to get someone sign for a trial it was just like it was

23:15 it was it wasn't working right yeah so my friend's like hey

23:17 come speak in my event I want you to speak and then

23:19 at the end of your presentation I want you to sell clickfunnels

23:21 I was like nobody's buying clickfunnels he's like well make a thousand version

23:24 that you can like you can bundle it together and then make

23:26 it make an offer so smoke is event did the did the webinar

23:30 and um and in a room of 300 people we signed up like

23:33 hundred and something people like just I was just like oh my gosh

23:35 this is amazing um so I did the webinar so I did

23:38 you know it wasn't webinars it was on stage but I I

23:40 did the presentation and it it crushed yeah and it was interesting

23:43 is uh when I was leaving the hotel to to go fly home

23:47 uh I was in a Lobby and there was this lady around

23:49 to me she's like oh your presentation was awesome she like the problem

23:51 is like I'm a coach and so I can't use clickfunnels I

23:54 was like what do you mean and she's like well during your presentation

23:56 you showed how how you use funnels to build supplement company but I'm

23:59 I don't have a supplement company I'm a coach I can't use

24:01 clickfunnels and I was like I have coaching funnels too like you

24:04 have no like this works for coaches and she's like are you serious

24:06 and she had no idea so she ran back into the event

24:07 room it was still going on another day and she grabbed one

24:09 of her friends they grabbed order forms they came out both of them

24:12 hand me an order for like we had no idea this would work

24:13 for for coaches I thought it was just for supplement people I

24:16 was like oh my gosh like I didn't I need to mention

24:18 the fact so on the flight home I take my my my presentation

24:21 and I add it in like a like two or three slides like

24:24 hey if you're a coach this is how it works and if

24:25 you're a you know if you're this is how it works so I

24:28 can they tweaked the webinar a little bit so then uh when

24:30 I got back home uh I started lining up webinars to to start

24:34 doing more of these webinars yeah and uh I remember the very

24:37 first day back I had two webinars lined up so I did

24:40 a webinar in the morning I think I had like 600 people

24:42 register for it did the webinar and we did like $330,000 in sales

24:45 off the webinar which was not bad I was like this is

24:47 pretty good but then um before the next webinar happened I had

24:49 another webinar that night that had about the same amount of people

24:51 registered and my um uh my business partner Todd he went he went

24:56 and he exported all the questions from the first webinar and he

24:59 was like hey just you know a minute 12 everyone's asking this question

25:02 they confused I was like oh I looked at my slides I'm

25:03 like oh I can so I just resolved that like I add it

25:06 right then he's like over here they were confused so like we

25:08 found all the sticking spots and so I found all those things we

25:11 uh in the offer they were confused about the offer so we

25:13 tweaked that a little bit we changed some stuff yeah and then I

25:15 did a webinar same siiz audience and that time we did over

25:17 $100,000 in sales I was like dang so then after that then Todd

25:20 exported the the questions again we did that 70 times 70 webinars

25:24 and over to the point where it got so good like I can

25:27 do the webinar by memory now um but like every concern before

25:30 it came up I was able to resolve it like if you watched

25:33 it was just like you had to buy um and so longterm

25:37 definitely Evergreen it but shortterm like you got to do it at least

25:41 three or four times to go through that process of just figure

25:43 out what the things are yeah because the first time you never

25:46 know until but the audience will tell you exactly like where they're

25:48 confused like people are yeah so for me like that's what I would

25:51 do first I would like I let's make let's create a webinar

25:54 it's selling thousand course let's do a live one to your audience yep

25:57 we test it in fact I I literally did this right now

25:59 to uh last week I did a new uh I bought sales funnel.

26:02 comom so we did a webinar there with 10,000 people register did

26:05 the webinar found the mistakes tweaked it all and then that was last

26:08 Thursday so today I'm doing it again uh we got four 4500 people

26:13 registered for today I'm going do it again and we tweak it again

26:15 and I'll do that three or four times and then now this then

26:18 we'll have the Evergreen version then we'll turn it on and then

26:20 we'll have 30 40,000 people want to watch that webinar for the next

26:23 two or three years we keep driving traffic and it's just crushing thousands

26:26 sales so the ads are getting people to the webinar and then

26:28 you're just sort of measuring the effectiveness of Y and that's figured out

26:31 your and you figure out okay it's going to cost me you know

26:34 $10 to get some register webinar from there we get 30% show up

26:37 rate 30% show up rate we get 10% to buy and the fall

26:41 sequence usually will double the sales and so you just look at the math

26:43 on that and say okay cool right now we spend $10,000 a week

26:47 and we make $330,000 so then you start then go to 10,

26:50 $100,000 week make 300,000 go to a million a week you just just ramping

26:54 up the the equation just like a slot machine at that point like put money

26:57 in you get it back out Dam but that's the magic for this like that's

27:00 the best way to sell this is is creating a webinar and doing it three

27:03 or four times once you're an audience once some cold ads traffic and the perfect

27:06 it and then now you Evergreen it and then moving forward like that thing's just

27:10 selling for you 24 hours a day seven days a week dude that's sick can

27:13 I do webinars on clickfunnels 100% sick yes

27:16 per you better even click funnels they don't work anywhere else okay talk to me

27:20 about challenge how does how does challenge work

27:22 so challenges are very similar to webinars

27:24 um webinars like traditionally it's like a 90-minute

27:27 presentation so everything coming register not even

27:29 a presentation you make an offer make

27:30 this offer at the end of it and then there's a whole follow-up sequence and all

27:33 that stuff challenges like traditionally people do

27:36 a three-day challenge or a five-day challenge it's

27:39 the same script as the webinar but it's broken instead of um like you look

27:44 my webinar script it's basically this is the clock so this is this is

27:48 an hour so I'm going to do I break it down into four quarters like there's

27:51 four things you teach during the webinar to uh break false beliefs to get them

27:54 to want to buy and then the second half um going to do 30 minutes

27:59 which is like your your your pitch right yeah and so it's a 90minut it's

28:02 a 90-minute presentation with the challenge it's

28:04 the same the same structure it's broken up

28:07 by day so like day number one you do basically this part and this part

28:11 day number two you're doing this part day number three you do this and day

28:14 number four is this it's this kind of broken up longer form so it's nice

28:18 for like Educators because you get you get to teach like here I'm 15 minutes

28:21 talk about this you got an hour or hour and a half you more

28:23 teaching time yeah you get more time

28:26 in front of people the challenges were great

28:28 the only downside of challenges is like I don't know doing a fay challenge five

28:33 or six times to perfect it is a lot of work um and it's harder

28:37 to ever green a challenge is because

28:38 it's there's more breakoff points right like there's

28:41 people register and people show up to day one but not day two and then

28:43 day two not dat you know like there's more breakage points yeah whereas here I

28:46 try to get I try to Max so I'm I'm a webinar guy I love webinars

28:49 because I can maximize how people showing up and selling and I can I can

28:52 control this and tweak this a lot easier than than a challenge um but we

28:56 have people in our community who just

28:58 kill challenges like so they're both they're both

29:00 good tools it just kind of depends on nice the style you like better you

29:03 know that's very interesting and if we turn this into a 1K for 12 months

29:08 type offer where you get access to the community as well and events and stuff

29:12 say same thing like webinar is better to sell a 1K prod 100% yeah

29:15 that price point like yeah selling A1 th000 offer off of off of just a straight

29:20 sales page is very hard like one of the hardest so 0.4% is not

29:23 bad on $1,000 offer like like that's not bad at all okay cool that's useful

29:27 yeah cuz on this one is like 20% because it's $1 product and I'm like

29:31 0.4% like I heard industry average was 1% surely you can double it you know

29:35 that offer though but then the other thing is like what's cool someone register

29:38 for webinar they go through so if you look at my webinar sequence so the way

29:41 I do it is we start the sequence over every week so there's a there's

29:44 Monday Tuesday Wednesday Thursday Friday Saturday Sunday

29:49 and so this is the sequence right so we

29:51 do is we buy ads Monday Tuesday Wednesday and half a day Thursday and then

29:55 Thursday I usually perform my webinar it doesn't have to be Thursday can be

29:58 Wednesday like for me for my audience my time I figur I found that's been

30:01 like the best time for me um and then that's done and then what happens

30:04 on Friday then you give them a replay uh Saturday then then what I try

30:08 to is I try to think about

30:09 different modalities right everyone everyone consumes things different

30:13 way some people like watch YouTube videos

30:14 like podcast some people like to read so

30:16 I'm trying to give them different modalities because

30:18 some people are going to show up live

30:19 some people will never show up live right so you might get 20 to 30%

30:22 who actually show up live that mean 70% didn't right so then I'm I'm

30:25 targeting those other 70% like get them to watch a replay cuz like they want

30:28 it they just want it on their their time schedule right so then they have

30:32 a day or so to kind of to go through and like watch it here

30:35 on Friday then Saturday I start shifting

30:37 okay what are the modalities I'm like oh

30:39 um what the way we position is like uh those who didn't have time to actually

30:42 watch the webinar I got a cliff notes version of webinar you can actually read

30:45 the whole thing and I'll send them to this page right here so this becomes

30:48 like this is the cliff notes of the webinar so they can watch the shorter

30:50 video read it all and so what happens is you start picking up a lot

30:53 of people here but most of them

30:55 already went through the sequence so the conversions

30:56 will go up no matter what because there's so much pre- framing that happen

30:59 here and here then you get people to read us the different modality people who

31:03 buy here and then usually um Saturday and Sunday this is where we try

31:07 to bring in uh urgency um Sunday then even Monday and so what happens here is

31:12 then um we have urgency and scarcity so basically it's like this campaign shuts

31:17 down Monday at midnight yeah and so you got to Monday to decide to go

31:20 in so it goes down there in the Monday at midnight the offer closes down

31:24 for everyone in this cohort Y and so if they click on the links after midnight

31:27 it redirects them back to the registration

31:29 page they go re-register but it starts

31:31 the whole sequence over but it it it does close out they can't buy anymore

31:35 and then Monday we start back over new

31:37 ads New funnel start driving traffic and then

31:40 just keep it going through bloody hell and so can people then buy this evergreen

31:44 or oh okay so they can but also but but but it's it because

31:49 people always say like why do you close it on the C if they can

31:51 still buy it I'm like they they can like it closes down like this SE

31:56 like the sequence closes down and the off

31:57 for disappears like you can't buy through

31:58 this funnel if they want to go they can go find this page they could

32:01 buy it or they can go re-register

32:03 and go through the whole sequence again but it's

32:05 legitimate urgency and scarcity that we close

32:07 this down at midnight where it's like you

32:09 can't you can't can't buy it so that's what happened last two weeks or last

32:13 week we did the web 10,000 people register as soon as as soon as Thursday

32:16 started we turned off uh we turned off the registration page for the next week

32:20 boom and so what's been happening is

32:21 last week Thursday Friday Saturday Sunday Monday like

32:24 people are still registering from the ad so

32:25 we had 4,000 people line up for today

32:28 and then we'll hit that one and so today they'll flip the new registration page

32:31 it just keeps rolling and keeps rolling and wow that's so cool yeah and then

32:37 do you connect these up to your CRM through clickfunnels and stuff as well yeah

32:40 clickfunnels is a CRM so it's all

32:43 everything clickfunnels yeah nice yeah that's so cool

32:46 and that's kind of it and then I I said you can still do YouTube

32:48 videos and like push to like hey go watch my web class about whatever yeah

32:51 um which is great but that's kind of a nice pitch because it's like

32:54 a free thing and they're getting yeah

32:56 and then from ad standpoint like recting ads uh

32:58 webinars on ads is the best the best way we do it like we can

33:03 of all the things we drive traffic to the thing that's most profitable to paid

33:06 ads or webinars because we're making more money back here right but also we get

33:10 so many leads coming in yeah because yeah damn and the other thing you can

33:16 do is that that also is like this right here so when someone registers

33:19 for the webinar on the thank you page you hey by the way go my dollar

33:23 thing so you'll start selling tons of these too

33:25 yeah just by having in the signup

33:27 flow okay question yeah should we um have a $300 midpoint between these two

33:33 things cuz we're thinking of making this ,000 a year as like a thingy

33:37 with like all of the stuff or like

33:39 a lighter version of like the YouTuber operating

33:42 system for 300 as a self-paced course yes if I if I say yes

33:46 but where you position it in your sequences

33:48 key like you still want like this would

33:50 be still be the thing i' saw in the webinar because it's got the highest

33:53 price point easiest for you make money back and be profitable and then um what

33:57 we typically do after the campaign closes

33:59 down for them and you know Monday midnight

34:00 closes down then um Dean graio see Tony Robbins do this the best they called

34:05 the no customer Left Behind campaign so when Tony and Dean do the big launches

34:08 and they close it down uh a week later they messag everyone like hey hope

34:12 you enjoyed the challenge or the webinar if you did enjoy it you if you

34:15 signed up congratulations excited work you if

34:16 you didn't we don't want to leave anyone

34:17 behind we want everyone to leave with something and so they have this uh other

34:21 offer so uh the offer they put out called it's Tony Robbins in circle.com it's

34:25 like 100 bucks a month and you get a Tony Robbins lucky hat hat

34:27 and you get whatever it's 100 bucks a month and they send everyone to that after

34:31 the sequence is over and they do like I can't they do like $8

34:34 or9 million a year off of this this offer that's like on the backside of it

34:38 so what I would do is after you've gone through this You' done your best

34:40 case try and get this then when the campaign ended I'd come back say hey

34:43 for those who weren't able to get started we have this really cool thing

34:46 maybe you could afford it this is something to get you started and get you

34:49 blah BL so that's where I would I would position that in the sequence so

34:51 that's how I when it comes to ads but like let's say if someone if

34:55 an organic lead from YouTube were to go to youber academy.com or whatever would

34:59 you show that hey we've got 300 we've got th000 we've got apply now like

35:04 in your description you mean like no just like like on the on the page

35:08 on the like if you go on YouTuber

35:10 academy.com hey welcome to YouTuber Academy we have

35:12 these three things for you we've got a 300 thing we've got a thing

35:14 we got a 5k thing is that like I think that's fine for organic

35:17 but in the paid world no one never sees that you they only they see theel

35:20 they see what you point into so yeah

35:22 I wouldn't have any problem with that somewhere

35:23 else but again I'm not as good organically so none of my people would ever

35:26 see that if they yeah Fair it' be hard for him to find it like

35:30 but yeah this is the thing so like even even with like Brendan's stuff like

35:33 I signed for for his experts Academy through an ad and I was trying to find

35:36 it on Google I was like why why does he make it so hard

35:39 to for me to pay money to him because I'm trying to recommend it to people

35:41 I'm like I literally can't find the url but yeah that's why yeah that's

35:46 the one we want to be control

35:47 control the buying situation right because you think

35:49 about like socially of all this chaos all these people it's like for me

35:52 it's like okay take chaos or ads whatever it's like I need to move them

35:56 to a spot where I'm controlling the conversation

35:58 Y and that's cool about the funnels gives you the ability to like slow things

36:01 down and take them through the logical sequence

36:03 of events you need to be able to make the argument why then you buy

36:05 your thing and and all that kind of stuff okay I always struggle with this so

36:09 yakob who's our head of marketing will often he's been pushing me to do webinars

36:13 for ages and he'll make the slides and then when it comes to the sales

36:17 bit at the end I like Blitz through it and I like my energy towards

36:21 it it's very like uh yeah but you don't need to buy the thing it's

36:23 all good and he's like tearing he's like bro what what is you doing you're

36:28 such a Content developer you don't want to sell like no yeah any any tips

36:33 yeah um that's really funny yeah a lot of people struggle with that um

36:38 I me there's two things there's the there's the math and the drama which one

36:40 do you want I think it's the Dr here's the drama the drama is people

36:44 feel uncomfortable selling yeah because they feel

36:47 like they're doing something wrong or they're they're

36:49 like I'm doing this to you yeah which is like what keeps people they so

36:54 um especially people really good content developers

36:56 is like they've been giving so much content

36:57 for free forever as soon they're asking

36:59 specifically for you to do something it feels

37:01 awkward yeah um so the big thing is just I think really understanding that like

37:07 at least my my belief and what I've experienced like if people don't pay

37:10 and they don't pay attention like they get free stuff and they they feel good

37:14 but then the people who actually do something it's you know it's like a funnel

37:17 like the number of people actually do

37:18 something it's smaller or smaller like the people

37:20 in my world have had the most success are also surprising as people who invested

37:23 the most amount of money because they

37:24 pay they pay attention they keep showing up

37:26 and so I realized for me it's like I have all these people I'm serving

37:28 and I love these people I care about I want to be successful but if I actually

37:31 want them to be successful I have

37:32 to convince them to make an investment themselves

37:35 to get them off the sidelines and into the game right so that's the that's

37:38 the thing so like when I believe that and it's not just like lip service

37:42 but like I subconsciously believe like if I don't convince this person to to buy

37:46 then I can't actually help them then

37:48 it shifts everything like I'm speaking at stage

37:49 I'm selling I literally pray before I go out there like please help me

37:52 to have the ability to convince these people so I can get them so I

37:56 actually them be successful like I can't do

37:57 it just by giving them free stuff because

37:58 they're not going to commit it's like I need to get them to do

38:01 something so this is so for me it's like it's no longer hard for me

38:05 to sell because it's like it's much as I love and care of these people

38:09 only way I'm actually going to be able to get them to do the shifts they

38:12 need is I have to get them to to invest themselves they won't so

38:15 that's the biggest problem that's the drama

38:16 it's like you got to convince yourself

38:17 with that and then the math is just like here's how we structure the we have

38:21 to structure you know what I mean yeah um does Hees does your does your guy

38:26 does he do his his uh his pitch side similar how I do mind

38:29 like stacking stuff like that um so the biggest thing is like the people I've

38:33 seen have been uncomfortable with it it's the ones who are trying to like

38:36 to be me or they're trying to um uh like there's a way to make it

38:41 your own that's not me right like I have my method and so lot

38:46 of people like try do my way and like I feel so uncomfortable like yeah well

38:48 you're not me like like the psychology is there the psychology is like um you're

38:53 making them offers and you're making an offer

38:55 right and there's there's value to each

38:56 thing and um if if I show you like when I was like trying

39:01 to learn how to speak from stage I went to every I went for four

39:04 or five years I was going to two or three events uh a month just

39:07 like watch people speak and how they were

39:08 selling and like what most people would do

39:11 I think we've transitioned a lot like in the last couple years what most people

39:14 do is they would like they would talk about what they have to offer right

39:17 they're like the first thing you're get is this and then you're G get

39:19 this and it's like they share like this is the thing that they have that's worth

39:22 like $10,000 and then this is the bonus that's worth $1,000 this is my bonus

39:25 worth you know $50 and then this and they get they get down to like

39:29 usually the last bonus is like the worst one right and then from there

39:32 like so the price you know it's worth it's worth $5,000 but I'm only going

39:35 to charge you $1,000 right but the problem is the human mind you probably know

39:39 this better than I do but the human mind only remembers the last thing that was

39:42 told right especially in the moment so right I hear I'm telling you that there's

39:45 a $5,000 offer and um and but all you remember like but that bonus you

39:50 gave me is not worth $5,000 and also you have this internal conflict I'm

39:53 like you for $1,000 like but this a s worth $1,000 like they forg about

39:57 the thing right so the way the stack works again I do it more more

40:02 salesman style because that's my my style

40:04 but if you understand the psychology the psychology is

40:06 like if you're making an offer right the first thing you got to do is

40:10 like here's here's the first component of the offer and you explain it you talk

40:13 about you shows why it's why why it's awesome and then what we do is

40:16 create a stack slide to show like so the first thing you're going get is

40:18 this and here's the value associated with it right so that's how much it's worth

40:21 then you're going to introduce the next thing right you talk about that and then

40:25 you come back and then you have to stack it so you show the next

40:27 thing is like so what that means is you're going to get this thing plus

40:30 this thing if you add those two things together this is the value of it

40:33 then you introduce the third thing so on so forth and the end of is

40:35 you come back and like then you have all of the things they going

40:38 to get in the offer and this is where introduce like whatever the its value is

40:42 they associate with this not this so that's a psychology you can do it

40:46 in a way that's less Russell Brunson use

40:49 car salesman pitchman whatever you want to call

40:51 me right you can do like the Alli version which could be different it

40:53 could be as simple as like not even using slides you could like print out

40:57 a of the course like this is the first thing you're it's going to be

40:59 amazing this like I'm going to put it right here and this is the course I

41:01 sell for $1,000 then this is the next thing like you know you can figure

41:05 out your version it's just a psychology of like of helping them see so that when

41:08 they see everything they're going to get that the that the price the the price

41:12 differenti makes sense that way when you

41:14 drop the price it's like oh this actually

41:15 is a really good value you know what I mean yes I've seen people do

41:19 it I've seen people who have like who've done it they write out the things

41:22 on a whiteboard and they cover the tape and they just pull it off

41:24 oh this what it's going to be I've seen other people who don't do slides

41:26 at all they're just explaining it yeah

41:28 they explain the parts and they show pictures

41:29 of it and they you know is so just figure out a way that you feel

41:32 comfortable cuz you're just going to your friend and like saying like this is

41:34 the cool like let me show you all the cool things I'm G to give you

41:36 for a thousand bucks and then you think about that way hopefully yeah like if

41:40 I had someone looking over my shoulder and being like hey what's in the course

41:43 I'd be so I'd be like there's this and there's this and there's our camera

41:46 confidence course bundled in and also there's

41:48 our creativepreneur course bundle in but for some

41:50 reason when it's on a webinar with slides which I guess slides that someone else

41:53 has made so maybe I yeah hearing you say have to do slides I I

41:58 teach like I'm a slide guy so I do slides Dean graos if you watch

42:01 him Dean's got one slide and it's this one he does the entire thing teaching

42:05 serving doing his way he does stuff and the very end he's like here's

42:07 my slide and so it doesn't have

42:09 to be again think the psychology it's like taking

42:12 the the the structure and psychology of it then making a version that's your own

42:16 especially like your people are coming off

42:17 YouTube like they're used to seeing you

42:19 in a very s light like I would do it at your desk I'd have

42:22 you know like make it look feel like a Youtube video um and just make it

42:25 feel your style don't do style do your style yes nice yeah I think

42:29 in my mind I I had to copy you cuz I've seen you do this on YouTube

42:32 a bunch of times and I'm like that feels weird but you saying that oh

42:36 I can just do it my own way suddenly makes oh yeah I can

42:38 do it my own way like yeah I think I'm more the dean style than

42:41 the U style it's like great like I've seen his him do it as well

42:43 and it comes across as very nice yeah it's like so friendly nice see

42:48 for me it's like I I do it my way for a couple reasons it's like

42:52 when you teach um when you teach you know it's like if I'm teaching

42:55 for whiteb like I'm freestyle I'm going I'm

42:57 trying to sell like I don't freestyle because

42:59 I have there's very certain things I need to do so for me to remember

43:02 where I'm going it's it's all slide driven yeah um so for me it's like

43:06 the slides help me to remember the story and the thing and where I'm

43:08 going so that's why I do it that way yeah um some people don't need

43:11 that or some people have their own style you know like we talked earlier about

43:13 YouTube you got your three things like you know here's the three I to cover just

43:17 follow that that process and make it your own you know that is very cool

43:22 um okay next question yeah this is absolutely sick by the way thank you um

43:28 one thing that so we had a great chat with Ryan Dice and one one

43:35 thing we were talking about is you know I was saying this thing around you

43:37 know we want to try and dissociate business revenue from me showing up to make

43:40 YouTube videos the problem is sort of right now our entire company is oh whoops

43:50 it sort of like um you know company and they're sort of like the content

43:54 team and then they're sort of like

43:56 the commercial team which has these two courses

44:00 the YouTube course and the productivity course

44:03 and we're sort of doing some software

44:05 stuff on the side but we don't need to talk too much about that um

44:07 what what Ryan suggested was that think

44:10 of sort of YouTuber Academy and productivity lab

44:15 as like almost separate entities with Ali ofal media as like your content arm so

44:21 that means the team for alel media can just be focused on creating content

44:24 and growing the email list and driving book

44:25 sales great nice and easy YouTuber Academy team

44:28 would have a head of growth and a head of product and they can you

44:33 know Al media can drive leads

44:34 to this and drive leads to productivity lab but actually

44:37 these guys are now trying to get their own like paid ads and stuff

44:40 and having a dedicated head of growth for this thing which is kind of kind

44:44 of 2 million a year trying to grow to five and then this is probably

44:47 going to do like 1 million this year and we're trying to grow it to five

44:50 this would also need a head of growth and a head of product and so

44:53 then Ali abdal becomes just one of the lead gen channels for each of these two

44:57 different products and by separating them out

44:59 into their own mini business mini companies

45:02 with their own like quick funnels account

45:04 their own like CRM their own like landing

45:05 pages or whatever it means that these then

45:07 become more salable assets whereas no one's

45:09 ever going to buy iell media what's I would buy it but you know just

45:13 kidding yeah what's your take on this approach

45:16 of like separating out the different products

45:19 into different as sort of websites assets

45:22 I agree with that mine structur is very

45:23 similar because I got I've got Russell Brunson I hav call Russ media but it's

45:27 like there's me doing the stuff I'm doing right and then we've got like

45:31 the clickfunnel company we have uh the Russell

45:34 Brunson I call marketing secrets with all

45:35 my info product businesses then I've got like

45:37 Dan Kennedy's business we bought I got secret

45:39 success with my personal own business and each of those has their own team

45:42 of like an integrator operator who's running it

45:45 um and things like that um then we

45:48 have like one you know just like you have like one content team we have

45:51 one ads team who who are working across all of them though that would make

45:54 sense it would make sense for ads to be like a shared service across

45:56 the business yeah like media buying and stuff

45:58 like other HR all shared but as far as like you're it's like there not

46:04 someone focusing on the business and the growth

46:06 it'll just atrophy die return yeah cuz we have like one marketing guy who was

46:09 previously trying to grow like all the things and it just like split Focus yeah

46:12 similarly with fan for social media when

46:13 our social media person is trying to grow

46:15 all the platforms they grow at a tiny rate when she focuses on just

46:18 one thing it grows massively yeah sort of like yeah the focus thing I keep

46:21 on seeing this so many so often in business that I just I always forget

46:25 it's a thing yeah for sure um

46:29 speaking a little bit philosophically one drama thing

46:33 I often run into is uh this is a good distinction math and drama

46:36 a drama thing I often run into is do I even need to grow the business

46:39 at 10 million like what's the point I've got enough money like uh am I

46:43 just being like a capitalist Pig greedy blah blah blah like and then part of me

46:48 is like no like I enjoy the game of Entrepreneurship this is fun I love

46:50 talking about this that's so cool I'm looking forward to like diving in and like

46:52 thinking about these funnels and things do you do you get this sort of drama

46:57 with people that you coach and talk

46:58 to yeah it's different cultures too you think

47:01 about in America is probably different culture

47:02 than Europe right oh yeah I think you

47:04 guys struggle with that more than here we here it's like Cutthroat like you know

47:07 we're capitalist like that's that's the American

47:09 culture but overseas other places we work

47:12 with clients is definitely it's definitely harder

47:14 I think sometimes yeah um but I think

47:18 for me it all comes down to like the motives of it right like if

47:21 this is your game if you're you know if you're an athlete like you want

47:24 to be the best athlete in the world right that's you know you you there's

47:27 people who go on a team that are there but like they're not trying but like

47:30 you think about this with if if

47:31 your sport is entrepreneurship business and you're

47:34 an athlete on the team like what's

47:35 the point if you're not trying to do something

47:37 you know like yes I have enough money Michael Jordan's like yes he won he

47:41 won a championship but like but but what else you can do with your life

47:45 right it's like I feel like we're on this you know the time we're here

47:48 on Earth is it's a short period of time obviously but at the same time

47:52 it's like there's not a lot to do it's like I spend my wife

47:54 my kids and there's like there's still like

47:55 eight hours a day to like do something

47:58 like I can watch Netflix or I can like create something of value that doesn't

48:01 that like fuels me but it also like changes people's lives like yeah I think

48:05 when you at least for me when I started transitioning it less to like

48:08 I got to make $10 million to like if I make $1 million the amount

48:11 of people I'm going to be aable to effect is double like that that fires

48:15 me up even more so just realizing that part of it and then you start seeing

48:19 the ripple effect of that right like we launched clickfunnels that was one

48:23 of the cool things is like initially it was like a vehicle and tool for me

48:26 and my business part talk to make money and then we started seeing people having

48:29 success like whoa those guys are making money

48:30 it became more exciting like look how much money these guys are making and then

48:33 the obsession became like helping them and then

48:35 what's cool is like then these people

48:36 who are all small entrepreneur they start hiring

48:38 teams and people and like I remember one time we did an audit we tried

48:40 to figure out uh just of clickfunnels

48:43 active users how many employees each person had was like on average like 2.5 so

48:48 like that's that's 250,000 employees that have jobs

48:53 because of the clickfun ecosystem right and then

48:54 we start thinking about I start looking

48:56 at each individual entrepreneur like uh like

48:58 cayin Poland launched lady boss and they had

49:00 like 1.5 million women on the email list who were following them they had like

49:04 100,000 active customers who bought their products

49:05 who lost weight I was like that one

49:07 entrepreneur that affected you know 100,000 plus

49:10 people and he started looking at the ripple

49:11 effect how starts going and then for me like that's what fires me up more

49:14 than the 10 million it's like like how many lives are changed because you did

49:18 this thing like that's the the more

49:19 exciting thing right and this actually I'm going

49:21 to I'm going to cave out this because this is comes back to question you

49:24 asked like an hour ago but like the ads like how you create ads long

49:27 term but like if you start shifting

49:28 if you start looking at this differently like

49:30 the the um the first level of ads people have is like them telling

49:34 this story like hey I'm ol I'm successful you want be successful go go watch

49:37 my webinar right which is a which is good but then what's what's better is

49:41 when you come down and and you talk about or your customer stories like this is

49:46 a much better story and it's much better ad like having this person come

49:50 on be like I went through Ali's course and blah blah blah and changed my life

49:53 it was amazing like you guys want to check it out too boom like that ad

49:57 will outcon convert you doing the ad right and you have tons of these people

50:00 all tell like every time you give someone a success story you capture them

50:03 telling the story and that becomes the ad which fuels the thing like we talking

50:06 about you have like 30 whatever uh Alex told you 30 ads a month

50:10 or whatever like they doesn't have to be you doing 30 ads like get 30 people

50:13 success stories and those people each create three ads now you got ads

50:16 for next 90 days right so it's like looking at that like there there's like

50:20 the the the first tier which is most

50:21 entrepreneurs focus on themselves and then the second

50:23 tier which most people never get to is like the focus of the customers and then

50:27 that becomes the success stories that drive

50:28 the business to the next level and Beyond

50:31 so anyway it gets more it gets more fun that way because then it's like

50:35 yeah we changed someone's life and he capture that so like for us when we

50:38 started I started realizing this when someone

50:40 would have success and they went to Comic

50:41 Club work or something like we'd fly them the boys we fly to them we

50:44 um Dan ush our team uh he bought a he bought um like a camper

50:49 trailer and it took like four months

50:50 off and just drove around the country people's

50:52 houses to capture these stories we brought them

50:54 back and they became liin documentaries they became

50:56 videos they ads they became like all the social assets and like hearing you know

51:01 Gabe Schillinger in San Francisco who was a musician the fact that he never won

51:05 a Grammy but he's got three two comic Club Awards on the wall use selling

51:09 his music beats that's way more fascinating than I sold a potato gun 25 years

51:13 ago let me tell you my story you know that's that's inspiring that's fascinating

51:16 and it opens up a whole new world of people it's also tough because like

51:21 in our audiences like people like me or they don't like me right or they

51:25 relate to me or they don't but when Kaylin Poland came and she did her whole

51:29 story like she's a female entrepreneur also

51:32 that brought these female entrepreneurs in our world

51:34 when I had somebody else tell the story

51:35 like it brings different segments of the world

51:36 in that that may not relate with me or with you or whoever it

51:39 is yeah um anyway so that kind of maybe hopefully answers two questions yeah no

51:46 that's great like what I'm what I'm getting from that is like actually you know

51:49 in my mind I've been thinking oh the goal is the goal is 10 million

51:51 because various people have said I was useful to work back from a revenue goal

51:54 yeah but just changing the way the changing the framing of it more towards um

52:00 no the goal is to change more more people's lives with these products yeah

52:03 and like yeah show the videos are good and show the book is good but like

52:06 really the people for example going through

52:08 productivity lab and some of the people who've

52:10 gone through YouTuber Academy have genuinely had

52:12 the lives changed and are just like raving

52:14 fans now and if we could get like more of like those are the people

52:17 we're serving and shifting from that I want to get to 10 million Revenue because

52:21 it's fun and more towards I want to serve more people because it's fun

52:23 and just nice and just like with what I do and I need something to do

52:27 to pass the time that makes it feel a lot better and probably means

52:31 that I I'd be less subconsciously sabotaging myself

52:33 on route to yeah and then I guess

52:35 the revenue takes care you start taking these people and you start putting up

52:38 on a pedestal then other people aspire to you that as well like oh my gosh

52:41 like you start bringing these people

52:43 on your YouTube channel they're telling their story

52:45 on YouTube channel other people like oh

52:46 my gosh like if I'm successful maybe they'll have

52:47 me so they start working harder like

52:49 we started doing two comic Club Awards people

52:51 start seeing it then they all like like I want that I want that and they

52:54 all started they became more aspirational and start

52:56 working harder because they wanted that thing

52:58 too you know what I mean nice dude thank you so much this has

53:00 been absolutely wonderful any final parting advice

53:02 like we spent a couple of hours together

53:04 so you have a sense of like what my stuff is any unsolicited feedback any

53:07 advice anything you would say um yeah I think the biggest thing I said we

53:12 need the right webinar the right funnel to sell th000 course like you have so

53:17 much traffic and eyeballs on the front end for free that I'm so jealous

53:21 of and I think converting those people through

53:24 three free web class will make you money

53:26 but then again the ability to turn on ads I think scaling to an extra

53:30 $5 million when you turn ads on is not going to be that difficult

53:32 the profit margins will shift you did I think you said earlier 60% profit margin

53:36 like when you're doing paid ads you're close to probably 25 30% is more so just

53:40 realizing that as you as you're doing paid ads profits shrink a little bit um

53:44 but I think getting to 10 million won't be like soon you get the ads

53:48 thing working you'll be able to scale pass that a lot quicker got that Mak

53:50 sense like remember Heros first 20 Circle first the first call is like my go

53:54 if I can make extra 20 grand a month that'll change my life forever I

53:56 was like dude I could tell by talking to like that he was you know

54:00 he was going to be insanely good um I was like if we if we

54:03 only make you 20 grand a month like we're we did everything wrong like same

54:06 like like to get an extra $5 million in sales right now you're doing what

54:11 two product launches a year and you're five million you whatever it is like you

54:14 turn on every gr people can buy every day instead of twice a year like

54:17 you should at least double you should at least get 10 million yeah if you

54:20 don't go aggressive with if you go aggressive with I think you get 20

54:22 30 million just by pushing it hard you know so I don't know thank you

54:27 oh final question um any key hires that you think like important who to help

54:32 like facilitate this should we like

54:34 at the moment we're working with an ads agency

54:36 but should we bring it in house we've got about 20 people on the team

54:38 about 10 on the content side and about 10 on the courses side um I

54:42 wonder yeah who are some key highers to think about that's such a hard so

54:48 specifically ad stuff in the short term obviously

54:52 you don't want to shift your focus like

54:53 let me learn how to build a paid ad scene but over the long is

54:56 also tough like working through an agency

54:58 because agency by definition is like you have

55:00 a percentage of their focus and their time

55:02 which makes it harder um because ideally

55:05 if you had somebody who's inhouse longterm who's looking at all your so like all

55:09 the content you're making right now looking how can I take that how can I

55:11 turn that into into paid ads right

55:14 because you're doing more content than anybody right

55:16 now you get so much out there like every video you put out there could

55:19 turn into four different ads five you know but you need someone who's be able

55:23 to see that but an agency is not gonna do that because they're going

55:25 to come back and like hey we need here's six scripts if you can you know

55:27 like they're going to give you that versus

55:28 like someone so maybe see like somebody

55:30 just an ads focused content person on your team whose only goal is like watch

55:34 what you're doing and then from there figure out what are the what are

55:36 the sound bites we can turn into ads to push to the course you know

55:38 and like and pulling those things out for an agency because the agency is just

55:41 not going to give you the Hands-On you need but in the short term you also

55:45 don't want to build an ad agency that sucks too so it maybe like

55:48 having someone on your team just focusing on like I'm pulling the the that kind

55:52 of stuff out um and I I I mean honestly I would I would have

55:58 some maybe you already have this person somebody

56:00 who uh is in charge of the funnels like watching it optimizing it tweaking it

56:05 looking at Stats looking at numbers like

56:07 um yeah you know it's it's funny I went to I don't know if you

56:10 know Andy y he's very sales driven I went to his office he's got 90

56:13 sales guys and two people running their funnels I was like so fasina you could

56:16 my office we've got you know one sales person and like 30 people working

56:20 on the funnels cuz I funnel Focus we're

56:22 optimizing conversion and numbers and stats and trying

56:24 to figure those things out so having

56:26 who can do that because difference in difference

56:28 in getting your landing page conversion from um

56:31 from 30% to 40% doesn't S that big

56:33 of a deal other than that means you get 25 more 25% more people

56:36 to show up to every single webinar which

56:39 is insane like over over time that's extra

56:41 $2 million a year by just having someone focusing on that right or focusing

56:44 on getting show up rates or focusing

56:45 on the the Clos like all those little pieces

56:48 it's just like that's like a little you know a little hinge that swings

56:52 a huge door cuz so traffic is coming in there and sells all the back so

56:56 like having someone who's just focused

56:58 on the funnel and the optimization of it would

56:59 be probably one that I think be really helpful for you amazing great stuff sweet

57:04 man good session that was really fun all right so that's it for this week's

57:08 episode of Deep dive thank you so much for watching or listening all the links

57:11 and resources that we mentioned in the podcast are going to be linked down

57:13 in the video description or in the show

57:14 notes depending on where you're watching or listening

57:16 to this if you're listening to this on a podcast platform then do please leave

57:18 us a review on the iTunes Store

57:20 it really helps other people discover the podcast

57:22 or if you're watching this in full HD or 4k on YouTube then you can

57:24 leave a comment down below and ask any questions or any insights or any thoughts

57:27 about the episode that would be awesome and if you enjoyed this episode you

57:30 might like to check out this episode here as well which links in with some

57:32 of the stuff that we talked about in the episode so thanks for watching uh

57:35 do hit the Subscribe button if you aren't

57:36 already and I'll see you next time bye-bye