The Russell Brunson Show

This is day 2 of the 5 Day Lead Challenge. If you want to watch the video of this episode or download the OnePager, go to 5dayleadchallenge.com. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up, everybody. Welcome back to the Marketing Secrets podcast. I hope you enjoyed our last episode, which was day number one of the Five Day Lead Challenge. Today, we are moving into day number two. And again, this is a recording from a live event I did that you can go and get the actual videos if you want to see them, you can download the one pagers and get the homework assignments all those things for free. All you do is go to fivedayleadchallenge.com. You can get those things. I'm going to play day number two for you right now. And day number two is all about creating your lead magnet. What is the thing you can create that's going to get people to come from Facebook, or Google, or YouTube, or Instagram, or whatever, and actually give you their email address. And the better your lead magnet is the more people will give you their email address. So we're talking about how to create good lead magnets, what they look like. And then I'm actually going to be talking about one of my favorite software tools, second only to click funnels, and it's called one pager. One pager is how I create most of my lead magnets as you guys have probably seen. Again, there'll be parts of this that I'll be demoing stuff on a screen that you won't be able to see here on the audio podcast. But if you want to go see the video version and get the one pager, and the homework, and assignments, and things like that. Again, all you got to do is go to fivedayleadchallenge.com. So that said, I hope you guys enjoyed day number two, Creating Your Lead Magnet. Welcome back to day number two of the 5 Day Lead Challenge. Are you guys half as excited as I am? I'm not gonna lie of all the five days, this is the one that I've been looking forward to the most the teaching, the coaching and walking guys through, this one is gonna be so much fun. And so I'm pumped to see all you guys, thank you so much for hanging out with us today. Hopefully, you all had a chance yesterday to watch day number one. Day number one, the goal of that was to kinda give you guys a broad overview of this is what the process is, what the system is, what the frameworks look like, and today we're actually gotta get our hands dirty and start building something which is exciting. And so I'm pumped to be here with you guys. Thank you so much for hanging out with us, thank you for everybody who's been sharing these videos. I think before he pulled up, there was like almost 300 people that shared the videos already on social, these lives, thank you for sharing it. If you know anybody else who should be here, please tag them in the comments down below, and that way we can get more people coming and hanging out for this. Like I told you guys yesterday, over 35,000 of you guys registered to be part of this. We had over 11,000 people on live yesterday between Zoom and Facebook and YouTube, and then over 9,000 of you guys watched the replays, so this is amazing. This is like such a huge honor for me. So today's the day, like I said though, I'm most excited for. Today we're gonna be going into actually creating your lead magnet, your one pager and it's gonna be a lot of fun. But before I get too deep into that, I spent time yesterday looking through all of the tens of thousands of comments and questions, I also talked to a lot of you guys who were on and who had questions and stuff like that. So I wanna do a couple of things just kinda help and make sure that we're bridging this gap before I dive deep into the fun stuff I've got prepared for you guys today. Does that sound good? Okay, so the first thing I wanted to do, a lot of people, especially people who're kinda in different types of businesses were asking me about like how does this work Russell? Like I understand I need leads for my business. You talked about email list, you build a big list, you can send emails to but like, how does this work for my specific business? And so I wrote down a couple of different ones I wanted to kinda give some case studies and examples for, okay. So the first one I talk about, this is for like a traditional business. It's like a brick and mortar company. So I got a couple of good examples of this. One of them, one of my friends actually told me this story, he lives down in Florida and he is a guy who is like me, builds big email lists and stuff. And one night he went to order pizza, this is pre-COVID stuff, so you could still go and hang out and eat with people. And he goes to the pizza place and he sits down and he's waiting for the pizza guy to finish cooking his pizza and give it to him. And it's the local shop, so it's not like a big chain, it's just like a local dude who has got a pizza shop and having a lot of fun. And he starts asking my buddy like, "So what do you do for a living?" And he's like, "Oh, I'm an internet nerd, and this is what I do." And the guy was like, "Well, how do what you do work for me? Like I don't understand, I'm a pizza place. How do I use the internet, like how does actually work for me?" And so my friend came back to him and said, "Okay, well, let's do an experiment." He said, "Right now how are you getting leads? How do you get new people coming into the store?" And he said, "Well, word of mouth, we've got a yellow page ad, we were in some newspaper ads." They had some things they were using to drive leads in. And he said, "Okay, what I want you to do for the next 30 days, is we're gonna do an experiment. Okay, so for the next 30 days, when people come into your store is I want you to give them a lead magnet." He's like, "What's a lead magnet?" He said, "Well, in your case, a lead magnet for your pizza place is give people say, if you give me your email address I'm gonna give you a free topping, I'm gonna give you a free drink or something." And he's like, "Find something you can give them in exchange for their contact information." And the guy is like, "Okay, what am I gonna do with this like just right now for 30 days just get their contact information, I'll come back in 30 days and I'll show you step two in the plan." So the guy is like, "All right." So he put up a little sign that said, "Give me your email address, put your business card in here and we'll give you a free," I can't remember, "Free topping or something." And so the guy did that for 30 days. And at the end of 30 days, my friend came back to his place and the time he had 600 email addresses that got collected in the last 30 days. And my friend said, "Okay, now I'm gonna show you the next step in this process. These people came in, these are all leads, but these leads, we're gonna put them into an email list. Okay, we've got 600 leads." So he took them, he went and he set them into an email list. And we'll talk about how to do this actually on day number four. But he uploaded all these leads to an email list, and he said, "Why don't you use every single day at four o'clock, when people are still at work, they'll be getting ready to think like, "What's my dinner plans?" And he's like, "I want you to send them an email. And all the email is gonna say is, "Hey, it's four o'clock. and a lot of you guys are thinking about what you're gonna have for dinner, if you want, I can have a pizza ready for you in the next hour. Just call this number right here and I will have your pizza ready and you can come drive by and pick it up on your way home." So that's what he told him and said, "Every single day at four o'clock send that same email. You can tweak it if you want, but just regardless, send out the same email every single day." So the guy was like, "Okay, I'm gonna do that." And then my friend said, "I wanna test something though," and he's like, "I need you to set two phone numbers, it's gonna show you like, how much more valuable this is and all the other advertising you're doing." And the guy said, "Okay." So he had all the other advertising would go to one phone number. So the yellow pages, the radio ads, the newspaper, everything would go to one phone number. Then the email list went to a separate phone number, and I want you to track over the next 30 days, every day send out this email, and then I want you to see how many leads or how many customers came in from your email list versus all the other types of advertising you're doing. So then, okay, so he did that and he starts sending emails once every single day, every single day, four o'clock, send the same email send the same email, the guy didn't even edit the email. He just like copied and pasted it every single day. And after 30 days my friend came back and said, "Okay, what are the stats?" And the guy said, "It's crazy." He said, "My company has been so busy." He's like, "My best customers keep coming back." Before they'd come once or twice a quarter. Now, they come back once or twice a week to buy from me 'cause I'm putting these messages out in front of them. He said, "I did the math." He said, "Right now for every one phone call I'm getting from all my other advertising efforts, I'm getting four phone calls from my email list." And that's the power of it. So that's how it works for traditional local business. I had another friend who runs a gym. And he was actually my trainer for a couple of years and we're hanging out and we were lifting weights and he was telling me how to do stuff. And he's like, "So how would your internet stuff work for someone like me, I've got a gym?" I was like, "You know what?" And he was like "My Facebook ads, how's it gonna work?" I'm like, "Well, you can do that but let's go with the low hanging fruit." I'm like, "Do you have a list?" He's like, "What's a list?" I'm like, "Okay, do you have any leads?" He's like, "Kind of, not really." I said, "Okay, well, do you have dead files?" He's like, "What's a dead file?" I'm like, "A dead file is someone who came into your business at one point and that you have their contact information. They either trained with you, they didn't and they left, but you have their contact information, their email, right?" He's like, "Oh yeah, I've got tons. I have a whole filing cabinet full of those." I said, "Okay, this weekend, we're you to grab all those and put them all on an Excel sheet like the name and email address of all the people. And on Monday, I'm gonna show you guys the magic trick. I'm gonna show you magic trick." He's like, "Okay." So that weekend he went through his dead files, he put everyone's name, email on the list. He came back and on Monday I was like, "Well, how many do you have?" He said, "I had a little over 300 people." I said, "Okay, let me show you a magic trick. I'm gonna fill up your gym completely off nothing but your dead files." And he's like, "How does that work?" I said, "Watch this." So I took his 300 names, we put them in email list and I sent an email to that list. I said something, it was towards the new year. I said, I think the subject line I tried to get it, he wouldn't let me do this. But subject line was, "Are you fat again?" He was like, "I think it's gonna offend some people." I'm like, "Okay." We wrote an email basically saying, "Hey, one time you came in the gym, but you're no longer here. Right now, we got a special offer where you can come in like do free training session and blah, blah, blah, blah, blah." He sent the email to just the dead files. The 300 some people who come in at one point. From that, he got 60 new clients to call him on the phone, come in and do a session and completely filled up his gym. And I came back to him like two or three weeks later, I was like, "Hey, ready for step two." He was like, "No, he's like, my gym's filled. There's nothing else like all my sessions are filled. I can't do anything else." All from just an email list. Can we just understand this is the power of your traditional business, how these email lists work. Oh, just to get the wheels spinning 'cause everyone's like, "Oh, I don't wanna a pizza place, Russell. Or I don't run. I don't run a gym. This works in any business. We had a girl that used to live by us. And I think she was 14 and 15 years old. And she was a babysitter. And I don't know about you guys, but for me it's like every weekend, it's like, "Oh, I want to go dance with my wife and I need to call a babysitter." And like all these things, it's like, ha, so frustrating. So we found this one babysitter, she was awesome. But the problem was she was in high demand. So like, and I didn't know why at the time it was like we'd get her one time and it would be hard to get her back and forth. And then one day when she started doing it was crazy, every Friday at about noon we would get a text message. This text message went out to us and probably 10 or 15 other families who she used, who would babysit. And she would text, excuse me. She said, "Hey, this is so-and-so." Excuse me she said, "I'm open to babysit tonight and tomorrow night, if you're interested text me back, first come first serve." And I get that text every Friday at like noon. And as soon as I came in, I'm like, "Oh." And I try to reserve my time. And she was booked up every Friday, every Saturday she had babysitting lined up every single week for the first, like it was insane because she had this list of five or six families, 10 families, whatever it was that she babysat for. And every week she sent the message out reminding them like, "Hey, I can babysit tonight." We're like, "Oh, thank heaven, I'm not gonna call a babysitter. I can like, this is great." And like that fast, she fill up her schedule just from her tiny email list of like 15, 20 people. So that's kind of how this process works. Oh, I'm gonna show you guys an example. Another one, a lot of people are like, "Well, I'm a network marketer, I'm a network marketer. How does this work for me?" So network marketers, a lot of times people in network marketing or affiliate marketing like this doesn't work because I don't have my own product, Russell. I don't have my own frameworks, I don't have these things. And I'm gonna show you guys about frameworks a lot today. But just think, for example, let's just say one of the network marketing companies I'm really familiar with is Proven. I do a lot of work with those guys and Proven is a product that helps people get their body in ketosis. So it's like, what if let's say that that's your product? That's the result that your company offers. So like what if you went and created a lead magnet it's gonna show that here's my number one recipe and how to get my number one keto recipe or here's 12 ways to get in keto faster or whatever. You make a lead magnet like that and you start driving traffic. I'm gonna show you guys here and you get a list of 10, 50, 100 people, 500 people, who are all downloaded your one-pager, your lead magnet, about how to get your body in ketosis or whatever it is. And now if the product you sell, is it something that's related to getting people in ketosis. Now, you can send emails to that list and say, "Hey, we have a special promotion happening. Hey, we have a sample going on. Hey, we have this thing." And you send emails lists to get people excited. This works in any company. I think about doTERRA is another company. doTERRA Essential Oils. What if I made a one page or a lead magnet? It's like, "Hey, here's six essential oils to help build up your immunity during COVID-19." That becomes a lead magnet. I send out, people start opting in and building this list of people who are learning essential oils. Now, I've got a list of my dream customers. Now, you send emails, getting them to sign up and become a distributor underneath me. See how this works like there's so many use cases and so many ways. Again, you'll see more ways to here in a minute. E-commerce, let's say you're e-commerce, so you're like, "Hey, I'm an e-commerce, Russell. I don't understand this whole list building thing." Well, let's just say, let's pick your e-commerce store, let's say you are selling camping stuff. So let's say e-com and your market is camping. So let's say I sell camping gear. I sell tents, I sell, I don't know, mess kits, I sell camping stuff. I don't even know what camping people do. I'm not a camper. But let's say I've got those camping e-com store. What if I make a lead magnet that's like, "Hey, the six best places in the United States to go camping or the five things you must have to be able to go camping." And sleep , talking about camping stuff. My dream customers, people interest in camping buy that or excuse me, opt-in to give me the email address. I build a list of 1,000, 2,000, 5,000 people interested in camping. And now it's the emails like, "Oh, by the way, have you seen my new camping thing, have you seen this, have you seen this?" And you can sell them the products in your store. So again, it works for every business. You have to kind of think a little bit about how to bridge that gap for yourself so hopefully some of those examples will get the wheels in your head spinning. I just wanted to start that way 'cause I know some of you guys a lot of people were like, "This is awesome, Russell. That's not gonna work for my specific business." It works for every business. I promise you that. If your business needs leads, it'll work for it. You just got to think outside the box. Like what is the lead magnet I have it's going to get my dream customers to come to me. So that's the first thing I want to share to kind of bridge the gap. Now with that, we'll start diving into the frameworks I wanna share with you guys today. Are you guys ready for this? We're gonna go, I think I got three frameworks I'm gonna go deep into that I'm excited to share with you guys. Anyway, I think you're gonna love them. So the first thing I want to start with, I kind of touched upon this yesterday, but I wanna go a lot deeper in it. So every single business, I don't care what business you're in. The first thing you have to ask yourself, step number one it's always figuring out who. Who is your dream customer? Who is the person that you've been called to serve? A lot of these people are like, "Oh, businesses is business." Like no, no, no. Businesses are all about serving certain group of clients. My business, I'm obsessed with helping entrepreneurs. So my dream clients are entrepreneurs, people who are starting their own businesses. People who want to change the world. That's my dream client. I have a very clear picture of who that person is. So my first question for you is, who is your dream client? Not like who's the random person who sees your ad and comes into the door. Who is your dream client? Who is the person that if you could work with them all day long, you do it for free because you love that person so much. That's what you gotta be thinking through. Who is your dream client? That's the first step in here. And you have to become crystal clear on who that person is. If you don't know who they are it gets really hard to attract them. If I'm like, "Oh, I'm just trying to get customers. I don't know." If you do that, you're gonna attract random people off the street. But if you know exactly who you are looking for, it gets really easy to attract that person. And I could go on for days. In fact, if you read the "DotCom Secrets" book, the very first section, I talk a lot about this. Like who's your dream customer, you gotta figure out who that person is. So that's the first step, who's my dream customer. The second thing it says that every business is in the job, I don't care what business you're in, your goal is to figure out who your dream customer and then get that person a certain result. Like that's the goal. So I don't know who is. And the second question is, here's this big journey they're going on up the mountain. And the second thing is what is the result that I am getting for them. Now, in most businesses there's a lot of different types of results. Right now I think like what's a certain result that you can get for your dream customer. So think about, it's like let's say your dentist. So my dream client are people local area who want straight teeth, that's my dream client. What's the result I get for them? I help them get straight, clean white, beautiful teeth. That's the result I get somebody. If you are a masseuse, who's your dream client? It's somebody who's trying to get in good shape, someone who's trying to get their body in shape and things like that. There's your dream client. What's the result you're getting for them? I'm getting out of pain, helping them to be more relaxed and help do whatever the thing is. There's a result I have for them. If you are any business, like for example, right now before I started this whole 5 Day Challenge, my question was who are my dream clients? My dream clients, people are trying to figure out how in the world to get leads for their business. What's the result I wanna get people? I want to show them exactly how to build out a lead magnet, a squeeze page funnel, and drive traffic so they can start getting leads, like that's the result I wanted to give people when they started on this path. So for you those are the two first questions, who's your dream client? And what is the major result you're trying to get for them? And now you stop for a second, say, "Okay, that's the major result I want to try to get for somebody." So then the question is, what is the step-by-step process to get them the result? You've been on this path before. You've already gotten this result. If you haven't gotten this result, you're not in the business of getting people that result. That way if you haven't achieved the thing you're trying to promise people you're going to help them with, you shouldn't be in that business. So if you're trying to help them get result means you've already gotten that result for yourself. So the question then is, well, what were the steps for you to get the result? What was the first thing you had to do to get towards that result? What was the second thing you did? What was the third thing you did? What was the fourth thing you did? What was the fifth thing you did? What were all the steps you did to get that result? So think for a second, what were the things? Here's a 5 Day Lead Challenge, guess what my results were? For number one I had to create a lead magnet. Number two, after lead magnet I created a lead funnel. After lead funnel I had to create an email sequence to build a relationship with the list. I thought I'd launched my funnel, get traffic coming in. And then so these were the steps I had to do to get leads into my business. So before I did this whole training I sat down saying "What's the framework I need to teach people? What are the step-by-step process that I have to show people to do to get the same result that I got." So I take those step-by-step things and I create what I call a framework. And a framework is just the step-by-step process. In framework say step number one, you do this. Set number two, you do this. Step three, four, five, six. And like I walk some people through the actual framework. You call it a framework we call it the recipe. Like this is the recipe. If my results to make a cake, what's the first step making cake. What's the second, what's the third, what's the four? It's not difficult to make a cake when you've got the recipe. Your job as a business is to help people. Your basically you're creating a recipe to get your dream customer a certain result. That's all it is. Every business, I don't care what business you're in. You offer people result and you have some kind of framework, some kind of proprietary framework or recipe or process or something you take somebody through to get the result. That framework, that process is what I'm gonna call your framework, like I call them a framework. But it's a framework. It's a step-by-step process. This is the thing that becomes your lead magnet. And I'll go deeper 'cause people are like, "Well, what?" I do a lot of results, what's the right one? I'll show you guys that here in a few minutes but this is the first key is the framework. As I do in notes here today, I was mapping out some businesses I wanted to share examples for anyone, 'cause again, people always like how's this work for my specific business? So here's a framework. So let's just say your dentist. Your dentist, your dream client is somebody who's trying to get straight white teeth. That's the result they want. So what's step-by-step process? Step number one, you've got to brush your teeth twice a day, morning, night. Step number two, you've got to floss. Step number three, you've got to use mouthwash. Step number four, you gotta use teeth whiter. Step number five, you gotta come to the dentist. Step number six, and you have a step-by-step process to get in that result. So if you're a dentist that's the framework. That becomes the lead magnet to get somebody to come in. Let's say you are selling a ketogenic diet or you're network marketing program is selling ketogenic things. So let's say your dream clients are people trying to lose weight. You lost weight, how'd you do it? Here's a step-by-step process I used to lose weight on the keto diet or the paleo diet or the whatever you're thing is. Here's my step-by-step process. That becomes the framework now that you're going to share with people. Oh, I was going to show you some examples. So some of the products I've created throughout the years. My very first product ever created somebody hasn't heard about this one was my how to make potato gun. All this was me saying, who's my dream clients? Somebody who wants to make a potato gun. What's the result? I'm going to use my potato gun. How to make potato gun? What's the step-by-step process? Step number one, you got to go to Home Depot and buy the pipe. Step number two, you got to cut the pipes to slice. Step number three, you got to get the glue. Step number four, and basically I wrote here's the framework of the step-by-step process to create a potato gun. I sat there with a video camera and I recorded myself teaching step one, two, three, four, but this was just a framework of how I made a potato gun. That's it and that became a product I could then sell or I could use as a lead magnet or I could use for a coaching program, whatever it is. But this framework is a step-by-step process to get a certain result. There's the result. Let's see, if you've read any of my books, all my books, these t's like "Dotcom Secrets" are all the frameworks of all the sales funnels, how to build sales funnels. Expert secrets is the frameworks on how you tell the stories to convert people inside your funnels. Traffic secrets are my frameworks to get traffic. If you look at one of my books, "Network Marketing Secrets." These are all my frameworks. If my dream client's a network marketer, the result is how to use funnels to get leads for network marketing. This book was my step-by-step framework to be able to do that. "30 Days", this is one of our products called 30days.com. And what I did is I interviewed 30 people and I asked them this question, I said, okay let's say you're going to a brand new complete newbie. Somebody who didn't know anything. So there's my who. And their goal is how did I build a business in 30 days using nothing but ClickFunnels? What would I do? And I had 30 people write a chapter saying, "Okay, well this is what I would do. My step would be step one, two, three, four and this is the process I would go through to get that result. I have 30 different people each write a chapter in here, telling me what their step-by-step result would be to help somebody who's brand new to the launch funnel inside of ClickFunnels in 30 days. I took all these, put them into a book and became a product. I could take one chapter out of this and that chapter could be lead magnet. Like let me show you how Liz Benny, her 30 day plan to go from beginner to startup. However, give me your email address, I'm going to give you Liz Benny's plan. I think one of those out in that framework is something that can become lead magnet. All right. So what a framework is. Does that make sense, you guys? And so all you guys have frameworks Everything we use has a framework. So I wanna start thinking like what are your frameworks? What could your frameworks be? 'Cause everyone's got them. So let me start thinking through that. And I'm going to show you guys in a minute how to pick the right framework 'cause my guess is you have more than one. Mostly guys have more than one result. You can get somebody. But the key there is you're creating a framework. Now, one thing that I'm excited for today you guys will learn about in your homework is how do you make that framework tangible? A lot of us have a framework. Oh, I have a process, how do I turn that into a lead magnet? How do I make it a tangible thing? How many of you yesterday downloaded the one pager I gave you? The one pager is my new favorite tool. As you can tell, I'm obsessed with. Every day of this challenge, you are getting a one pager and then I'm giving you a bonus one this weekend I created two. The one pager literally all it is is it's taking this framework you created and it's making it tangible. It's tangible where somebody could actually take it. They can give you their email address, you can give them something. So one pager is a way to take your framework and then turn it into something you can give people. And again, your homework summit tonight is gonna a chance to actually take your framework and you're gonna build out one page or so. When it's done, you've got this amazing one pager here where it's got your entire framework built out. Like I said you guys got one yesterday. One of my one-pagers yesterday is an example. I'm gonna give you another one today and you'll see it as an example of an actual framework. In fact, back in the house, guys let's pull up the framework for today. So this is the framework I'm gonna be giving you guys tonight for your homework and I'm not gonna go through it now. But if you scroll down really, really quickly, this is basically thinking day two's framework the step-by-step process and it's all in here. So I took my framework and I made it tangible by turning to one pager. Now, I'm gonna give all you guys. So my goal for you guys is the same kind of thing, is you're gonna take this framework you're creating or make it tangible by turning into a one pager then you can give somebody when they give you their email address. All right. One other thing. Oh yeah. One other thing as well as we're talking about frameworks, this is happening more than I think most of you guys realize, more than I realize. And it's, I want you guys to see it. If you watch the way that I teach or the way the products I sell, the things I'm doing all the time, they're always frameworks. Everything I'm doing is a framework and "Dotcom Secrets there's probably 30 different frameworks I share. Expert secrets is probably 22 different frameworks. Travel secrets is like 40 frameworks. They're just different frameworks I'm teaching people and they're all in there. How many guys know what's these right here? This is the manual for Unleash the Power Within. So this is interesting. So 10 years ago I went to Unleash the Power Within, Tony Robbins event, actually probably 12 years ago now. First time I met him in person was in this event was really, really cool. And as I went through this four day event I remember just being blown away. I was like, "This is the most amazing thing in the world." Like, I don't know how Tony does this. How's he gonna stay for 50 hours straight without any notes and teach all of this kind of stuff. And like has these trans these things where he's transforming people's lives like was just the most amazing thing. I felt like almost like "The Wizard of Oz." Like how is he doing this? I have no idea how he's making this whole thing happen. It was so cool to see. And so that was kind of the thing. And then 10 years later, 12 years later, UPW went virtual, And so I wanted my kids to experience this so we signed up, my wife, my kids, we all did together. We got the workbooks and we sat down and Tony got onstage. Virtual stage, day number one, he started teaching. And as he was teaching, really quickly, I was looking at his whole teaching through a different lens than I typically did. In the past, 10, 12 years ago, the first time with UPW I was just like, "This is amazing. I don't really see what happening." Now, 12 years later I've had enough experience. I was like, "I want to study not so much what he's teaching, but how he's teaching. Like, what's his process? Like how does this actually work? And day one, he started teaching and all of a sudden he started teaching and he broke out his very first framework and he start teaching his very first framework. There was a result he was trying to teach us and he walked us through his first framework. And I was like, "Interesting." So what I did is I opened up my notebook and the very first page here I wrote down the framework. The framework was called three levels of mastery. The result that Tony was trying to get everybody at UPW is let me show you how to master something, how to gain mastery. He said there's three steps to it. Step number one is this, step number two is, and step number three is this. He spent like 45 minutes teaching three levels of mastery. And I was like, "Cool." And then he all of a sudden, he went to the next framework. He said, "Okay, next framework." He didn't say it this way. Next thing is the three mandates of leadership. I'm gonna teach you guys the result, how to become a leader. He said there's three mandates of leadership. Step number one is this, step two is this, step three is this and he went on. I wrote down that. There's a second frame he taught three mandates of leadership. And all of a sudden Tony went from there to the next one. He said, "Okay, I'll teach you guys my success cycle." Boom the result, how to be successful. Here's the step-by-step process for the success cycle. And then he went on the next one and it was the three decisions that changed your life. He said, "Here's the result, I'm going to show you guys how to change your life." Here's the three decisions, boom, boom, boom. Then he went, the three patterns of focus and meaning. How to change the meaning in your life. How to change your meaning, you change the meaning change life. Here's the three patterns of focus. And then the two primary fears. You're struggling, you have these fears. Here's your primary fear, how to break them. Number three, the three ways to grow a business, boom, boom, boom. The two ways to master skills, the three forces of creation, the three chunks of practical psychology. The three things that cause suffering, the tried, the three molders of meaning and then the six human needs. And I watched it. That was day one, one, two, three, four, five, six, seven, eight, nine, 10, 11, 12, 13, 13. So day number one at UPW, Tony went through 13 different frameworks. This is how Tony is able to get up and speak for 50 hours without notes. He's like, "I have my frameworks, I know what they are and I'm just gonna go through them in order." Step number one, I'm gonna teach you guys the three levels of mastery. Step number two, the three mandates of leadership. Step number three, the success cycle and on, and on, boom. That was day number one, UPW. Day number two, he had a whole another set of frameworks. Day number three, a whole another set of frameworks. Day number four, a whole another set. All you guys have frameworks to do the thing that you do. You just didn't know what it was. First time I watched Tony speak I was so mesmerized. I didn't understand and all of a sudden, the second time I felt like it was like "The Wizard of Oz." Like I saw the guy behind the curtain like, "Oh, he's just he's got a whole bunch of frameworks that are amazing and he's teaching them like that that's the secret." A lot of guys like "No, I think people see things, no you don't." You went to dental school and somebody taught you a result. You learned the skill set and you came back and now you follow the step-by-step framework to get people's teeth cleaned or you're an orthodontist and you know how to get the results like get people see straight. That's what I do, no, no. All you did is you went to college, you learned a framework, you came back and now you apply that framework to get people see straight. Every business you're in that's all it is. You have a dream customer, they want a result. You know how to give them that result. You went through the process, you paid the price. At one point you did it either through school or through learning for somewhere. Somehow you learn that thing and now you're helping through the process. That's it, that's the game, you guys. You have to understand that you have these frameworks. And so that is the key to building out lead magnets is the key to creating products, is the key to creating services, is the key to creating everything is understanding that you have frameworks and start looking for them. So I to show you that 'cause I want you to see like that's what everyone's doing, that's what I'm doing, that's what Tony's doing, we have our frameworks we teach them, we show them. So my frameworks come in training like this So I take my frameworks I develop them into software. Some people create framework, they turn those frameworks into supplements. Here's the supplements to take, to get the result I want. Some people doing the coaching, we do consulting Some people do with actual physical products like every single business is that. Think about a restaurant, what's the result in the restaurant? My dream client, somebody's hungry, I'm going to feed them this food. They're gonna feel happy. What's the step-by-step process? They come in, we feed them this, we do this, we take it. And here's the process we go through. So all you guys have frameworks. The value you have is your frameworks. So when you start thinking through that through a different lens and somebody's like I don't have frameworks yet. I promise you do. You just haven't started identifying. This is your job to start breaking down like what are my frameworks? What are the things I know how to do? When I create my potato gun DVD I didn't know it was a framework. I just knew how to build a potato gun. So I made a product teaching it. Looking back I was like, "Oh." I built the frame. I built a potato gun so I had a result. I just wanted to replicate so I walked into the process now everyone can build a potato gun. There's a recipe it's really simple to do. All right. So this is the key. You guys understand that? So next question is like Tony had 13 different results and frameworks for day one. Like what's what frameworks should I be using? That's the big question. So let me come back. And so what I want to talk about is there's this path of you taking your dream customer on a journey and there's different results you can give somebody. There's like big results. Like if you look at my mission, my mission is to help entrepreneurs like you to grow their companies through sales funnels. That's the big result. Like that's the ultimate result I want to get for somebody. There's a lot of sub results underneath that. And so what I did the other day I was kind of mapping this out as I was preparing to teach you, how do you break this down in a way it's simple for people? So think about like for you with your clients, there's the ultimate result. So this is the thing, ultimate result. So for me my ultimate result is gonna help you grow your company through sales funnels. The problem typically with an ultimate result it's a big goal, it's awesome. But guess what? It's typically not a very sexy hook. If I was like, "I'm gonna teach you guys how to grow your company with sales funnels." Like, "Is that hook good?" It's like, "Oh, it's okay but it's not like great." Typically our ultimate result we're trying to get somebody is not like the sexiest most exciting thing in the world 'cause it's so broad, it's so big, it's just not that tangible. 35,000 people who would not have registered for this event, if I was like, "Hey, if you sign for this 5 Day Event I'll teach you how to grow your company with sales funnels." You're like, "Ah" So the ultimate results like this is what we're trying to take people. This is typically not what we're actually selling. Underneath this ultimate result, there's a whole bunch of what I call core results that we offer people. So you come down here and there's different core results. I'm gonna list a couple of them here and every business has these core results. So for me, like, for example, if my goal is to grow your company through sales funnels, so how do I do it? There's a lot of ways to do that. Well, one way, one core results that I could do that by teaching you guys how to build and launch a webinar, that's one way. Make sense. Another way I could do is like let me show you how to drive traffic into your funnels and that if you learn to drive traffic that'll lead to your ultimate result. Oh, another one is I'm gonna show you how to write copy, how to tell your stories. Another one is gonna be whatever. So I have these core results here. So this is the ultimate result. These are your core results, right here so you can see it, core results. That's the second thing here, so these are the core results. Now, typically you'll get in what most businesses, the core results, these become like your actual products. So I have a product teaching people how to grow a company with a webinar. Perfect webinars secrets, I teach people. Here's how to write a webinar and how to do sales page and how to do your webinar funnel, how to drive traffic, how to do leads, how to close the sale, like I have a cold course that teaches that. And so some people are coming here and like, "Oh, I want to learn about build a webinar that's way sexier." Then they coming here they're gonna buy the thing on webinars. Which ultimately is gonna help them to grow their company with sales funnels 'cause webinar is the type of funnel or traffic. That's the traffic secrets book. Traffic secrets, like if you have a funnel you need to get traffic to drive to grow your business. So I have this book, traffic secrets that teaches people how to get traffic which ultimately helps them with the ultimate result of trying to get you, which is how to grow your company's sales funnels. 'Cause traffic is one piece of that, copy is one piece that always things are piece of that. So think about your business. Like what is the ultimate result that you offer your clients? The end goal, the end-all be-all. I want to help people to transform their life I want to help people that whatever they thing might be. So now, break it down. Like, what are the four or five things they have to master or learn? What are the things that are the core results that they're gonna have to learn to be successful with this? So for me, typically, and by the way you can see this here, magic inside my books. First thing I have to learn is how to master funnels. I'm sure you've learned how to master copy inside the funnels. Number three, how to learn to get traffic. So like, if you were writing a trilogy like I did for your business, here's the ultimate result. What are the different books or products or things that are gonna help ultimately, help people to get that ultimate result? And again, I want you brainstorming through this and you're gonna be doing your homework down here. So I'm gonna have you say, "Here's the ultimate result, here's the core results." Now, the next step after that because this is where we're actually gonna be selling something. And actually when you guys decide to join the one funnel away challenge, actually next week we're doing one funnel challenge. We're starting over from scratch. I'm doing it live just like I'm doing this live. I'm gonna do it live for 30 days. It's a 30-day challenge. And in the 30-day challenge when we focus on taking one of these and actually building out an entire funnel to sell something. This challenge about generating leads. The next challenge is about actually selling something. So the one funnel away challenge I highly recommend you guys when this challenge is over to sign up for that one. Again, I go live on Monday but I'm going to teach, we're taking this and how to make a sales funnel selling one of your core results you offer somebody. But I'm gonna take more step further. So for your primary lead magnet, lead magnet, you're bringing in, I'm not using this as my lead magnet. I'm gonna go one more tier deep. So under webinar, it was a bunch of these splinter results. So I'm gonna call these splinter results or frameworks. Every step has got 'em. Some would call it splinter/frameworks. I hope, sorry, my handwriting's horrible. But on the one page, guys, you're able to see my actual handwriting. So these are the splinter results. So if you look at this, my ultimate result I'm trying to get people to grow their company with sales funnels. One of my core results is like I'm gonna show you how to build a webinar funnel 'cause if you have a webinar funnel successful, you're gonna be able to grow your company with a funnel, a webinar funnel. So then inside of webinar if like what are all the pieces? What are the core things? I should look, well, to be successful the webinar, number one, you have to learn how to like actually write a webinar presentation. So that's the core result or excuse me, a splint result is I gotta teach you this one, write this one in black. This is how to actually write your webinar. So for me, my framework here is called the perfect webinar, perfect webinar. That's the framework. Over here, you have a webinar presentation that's awesome. But you also, if you've got the presentation you also need the webinar funnel. If you have the funnel, you also got how do you drive traffic. So there's traffic inside here. There's a bunch of different these sub results. And one of them, one of the frameworks in here is how do people actually show up? If you will actually show up to webinar. So these are all these core. These are all of these splinter frameworks that they have. Now, your splinter frameworks, these are the key, this is what becomes your lead magnet. The further down you go on this, the sexier the thing becomes because it becomes more and more and more and more specific. The more specific it is, the sexier it is. Your lead magnet wants to be so sexy that people are going crazy, they have to get it. I showed you guys yesterday double your dating, what was the lead magnet? The kiss test, how to find out if, when you're on the doorstep, how to find out if she's ready to be kissed or not. The ultimate results for this person to get married and fall in love. Down here, it's like how to find a girl, down here is the kiss test. The kiss test is sexy. That's the thing like, "Oh, I need to know that framework. I got to figure that thing out." So for you it's like, "What is this, like what is the thing that's the most sexy, exciting, intriguing?" Someone's like, "I need to know that thing, what is it?" So for the example I'm gonna show you guys tonight in your homework is I decided to pick this right here. I said, "Okay, the one I'm gonna pick is this right here, how to actually show up the webinar." So I took that over here. I said, "Okay, how do you get people to show up the webinar?" What's my framework for that? And I had seven steps. So here's my framework. Step one, step two, step three, their seven steps. Here's seven things I do to get to make sure if you will actually show up for the webinar and then they're prepared to buy from you. And I turn it into a framework. And then from there I turn it into a one pager, one pager. And that became my lead magnet. And somebody saw yesterday, notice was on your homework. Do you see it? I did it ahead of time. Run your homework yesterday, some you saw that. If you clicked on the second of the three lead funnels, the second one was called, what secret webinar hacks. You clicked on that and you saw this framework. It was the seven things that I do to make sure people actually show up to our webinar and buy. And somebody has opted in that and you got it. You got the one pager of this thing. That was sexy, people who are trying to figure out this whole webinar things like, "Oh, how does this work." Like, "Oh, how do you people show up?" Like, that's a good question. Like, I don't know how to get people to show up. That's the sexy hook, that becomes the lead magnet. Someone's gonna say, "Hey, I'll give you my email address that I need that piece, I need that nugget, that thing you've got like that kiss test, how to show up to a webinar or whatever that thing is." Like, "I need that thing." They give their email address and now you're able to exchange it for them. So that's the core. That's how we make these things sexy. We're pulling out the lead magnet here from the splinter results. And so that's the big secret. So what I want you guys thinking about in your business is what does this look like? And for all guys can be different. You guys start thinking through it. From a high level, what is the ultimate result you're trying to get for your for your clients? What is that? The ultimate result, that is the thing that's up here on the top of the thing. This is the ultimate result. Now, you break down, you say, "Okay, what are the core results?" There's going to be three, four, five, 10 different core results that all lead to this. And each of those is its own journey, it's its own result. There'll be four or five mountains you got to get to before you scale Everest. So what are those other mountains? What are these other results you get for somebody? Those are the core results. And then from the core results, it's like, Okay, let me do one more tiered lower. What are all the things that go into the core result? Here's the different frameworks I have, there's four or five frameworks for that. I'm gonna grab this one that becomes the sexy, so that's how it's gonna work. If you think about this, let me go back to my books for a second. So say "Dotcom Secrets", for example, so my ultimate results help you grow company's sales funnels. This book right here is the underground playbook to grow your company with sales funnels. So this becomes a core result. You buy this book, it's gonna teach you guys the core results about building a funnel. With that core result inside of here there are how many secrets? 28. There's 28 secrets. So for me each secret is a framework. So I could grab, I look at all my 28 frameworks, like which one's the most exciting? There's a whole bunch in here. There's the secret formulas, hook story offer, there's the value ladder, there's attractive character, there's funnel hacking, the seven phases of the funnel, there's followup funnels, there's lead squeeze funnels, survey funnels, summit funnels, book funnels, cart funnels, challenge funnels, VSL funnels, webinar funnels, product launch funnels application funnels, curiosity-based headlines scripts, who, will, why, how scripts, star story solution script, OTO script, there's a perfect webinar script, the product launch script, the four question closed script, the set or closer script, there's click funnels, funnel stacking and funnel audibles. So that's the 28 frameworks inside this book. So I will look at this. Which one of those 28 frameworks is the most exciting? I'm like, "Okay, what's the one that can be most exciting?" I'm curious for you guys, which one was the most exciting? Would with a secret formula whoever wants secret formula? I could take the secret formula and that becomes the framework that I'm gonna give away, turn into a lead magnet. Or I could take funnel audibles. Somebody goes like, "Oh, what happens if your funnel flops? What do you do?" Boom. I can take the funnel audibles, one. Take the step-by-step framework I have for that one. Turn to one pager, make up a landing page and boom that fast I've got a lead magnet. So start thinking about your business that way. What are all the frameworks of the sub frameworks, the splinter results they're inside of the core thing you're trying to teach people. And in there is the magic. I'm looking, what's the sexiest things to get people to raise their hand, find that thing, pull it out. Look at here's the step-by-step process. And then we're gonna turn into one pager tonight and this will become a tangible thing that now you can exchange for an email address. Does that makes sense? All right. I'm excited. I got one more thing I want to share with you guys today and I'm gonna give you your homework assignment. So the last thing I wanna share with you guys, I know that a lot of you are coming into this world. You didn't come here as an educator. You came here because you really good at getting this result. And now you're like, "Man, for me to create a league man I've got to educate people, I've got to give them a framework and teach it in a way that gets them excited and make them wanna continue this journey with me. And you're probably nervous. And so I wanna share with you guys a framework that's going to teach you how to actually teach your framework. And this is something I use over and over and over again. And it's my framework for how to teach frameworks. And so I'm gonna show you guys how this process works because as you start creating a framework your gonna need to know how to do this. So step number one, you take your framework. So here's your framework. You've got your thing and here's your steps. Step one, two, three, four, five, however many steps you got and I don't care. It could be two steps, it could be like some of Tony's here were the three levels of mastery, three mandates, the two primary fears, the two master skills. So your framework doesn't have to be 80 steps. It can be two steps. It doesn't matter if you have your framework. So now you have this framework. How do you teach this? I remember when I first started developing my own frameworks, I know it was called that time but I remember I was learning this stuff. I was putting it out in my notes. I was like, "I'm gonna teach this." I got invited to speak at a seminar. I remember I got there to seminar I was so nervous, I was so awkward. Somebody hasn't seen the video I had my tie on and my glasses on, a shaved head I was trying to be very businessly. That's what business people do I thought. And I got there to start teaching. And first thing I do is, "Okay, I've got this framework. I know exactly how it changed their lives. I've gone on this path, I got a result. I'm going to give them the result, I'm going to shove it down their throats. I said, "Okay, here we go." I came in, I start teaching the framework. All right, guys, my name is Russell Brunson, step number one, how to be successful, what do you do? Step number two, and I went through my framework. And this framework is something that I had spent years learning and understanding and mastering. It was so important to me. I remember I met this event teaching two or 300 people, as I'm teaching people I started looking around and the audience is like nodding off. People are falling asleep, people getting up and the walking out of the room. I remember being so frustrated thinking like they don't know like what I'm giving them. Like this is so valuable. I remember there's a scripture in the New Testament where Christ talks about not casting your pearls before swine. And literally that's how I felt. This is this pro I spent two or three years mastering, learning and understanding this result. I know how to do. I'm trying to give it to people. I feel like I was casting my pearls before swine. How frustrating is that for you as an educator? I was ready to quit. I was like, "This is dumb." Like none of you really understand what I'm giving them. Like they understood what I had to learn and understand. Like I literally had to bleed to learn these things for them and they're just like walking away from them. I was so frustrated. So I did the first event I was like, "That was horrible." I got invited another event, same thing I come in it changes people's lives. Here we go, step number one, Step number two, step number three and people were passing out. I go to the third event and I'm just so discouraged. I'm like, "This is dumb." Like I feel like I'm just wasting my time, wasting their time. I get on stage and start teaching it. I go through the first thing, the second thing, some guy stands up and walks out. I get so mad. I slam my hand down on the desk and everyone sits up. I remember like being kind of shocked I had everyone's anyone's attention. And then the angry Russell came out and I said, "Do you not understand what I'm about to give you guys I'm trying to share this. Somebody just walked out, half of you guys are sound asleep, let me explain to you what I had to go through to understand, to learn this." I started walking through, I had to buy this course and this course, and this course, and I did this, I did this. I lost money here, I have some bankruptcy, I did this. I started going through all the story about how I learned and how I earned this framework. I went through the process and when they were done, when I was done telling that story, I was like, "Now you guys want to hear this?" And they're like, "Uh-huh, we're ready." I said, "Okay, step number one is this boom." And guess what? Nobody moved. Nobody got up, nobody left, nobody fell asleep because now they respected the pearl that I was trying to give to them. The first step when you are teaching your framework, step number one is you have to tell the story about how you learned it or earned it. If you do not tell the story about how you learned or earned it, they will not respect what you are about to give them. This is the pre-frame that gets them prepared to be worthy of the thing you're trying to give them. This increases the perceived value. Now they're like, "Oh, my gosh he went through all this pain and suffering and torture to get this thing for me, I'm gonna pay attention to it now." So step number one, you tell them the story about how you learned you learned or earned it. Step number two, now here's where you teach them the strategy. The strategy is the overarching thing. What I'm doing today, this is strategy. This is me mapping out. Here's the strategy of how to do it. I'm teaching this strategy so you understand the concept. Let’s say I'm an army general and I got always these warriors about to go to war, and if I don't tell them the strategy first, like, "Hey, you go over here, you go over here." And start giving them the tactics about where they're gonna go. People were like, "Why am I going over here? This makes no sense." Most of them aren't gonna follow you. You want people to follow you into war. The first thing I do is explain to them here's the strategy, here's what we are trying to do. When they understand the strategy, now it's like, "Hey, here's the tactics, you go over here, you go over here." Like, "Okay, I'm going over here because I'm part of this. I understand the strategy." So next thing you do is you have to share them the strategy. Do you guys notice that every single day is I'm going live here, what am I doing? I'm teaching you guys the strategy of that part of the framework. I'm not going to the tactics. The homework does the tactics. The homework is like, "Let me log into one pager and do thing." Let me log into ClickFunnels and show you step one and set like, okay, here, I'm showing you the strategy. If you believe in the strategy, then you're gonna go and do anything it takes to go and fulfill on the tactics. If I just give you the tactics though, you're gonna be lost. So I teach you the strategy. After you understood the strategy, then number three now here's where you give them the tactics. The tactics are like, "Okay, let me show how to do it." Step number one, you gotta go do this. Step number two, like tactics are college. If you're dentist it's like let me teach you how to clean teeth or how to do the thing. The tactics are like the actual, the deep dive, the step-by-step, here's step one, here's step two, here's step three. We're showing them the thing. Tactics are less sexy, but they're the things that people need to be able to the job done. And then the fourth thing after the tactics, then the last thing here , excuse me, is then we show them case studies. Like let me show you how this works in other people's lives 'cause this gives them belief of like, "oh, my gosh, this does work. I see how it works now in practical application" So this is my framework for how to teach frameworks. So for you guys, when you go tonight and you're like, "Hey, I need to build a framework." You're gonna go build out your framework, your step-by-step process. You going to put it into one page. We have like the things in one page, they've got all this stuff they need but then you got to teach them this framework. You gotta make a video of you showing here's how I learned or earned it. Here's the overarching strategy. Go in the one page down below and fulfill all the tactics. And in some cases, people have done it. This is how you do it. If you look at any chapter in my books, this is what I do. "Dotcom Secrets", chapter one, guess what I do? The secret formula, first thing I do I start with me telling the story about how I learned or earned this concept. It was 11:27 a.m. on a Monday morning, no matter what I told myself, I just couldn't get out of bed. I tell the story about how I learned or earned the secret formula. Then I told them the strategy, then I walk up through the tactics and they share a case study about how the whole thing works. That's chapter one. They go chapter two, what's chapter two, the value ladder. What do I do? I first tell the dentist story of how I learned or earned it. Then I walked through the strategy. I walked through the tactics or a case study, that's chapter two. I go to chapter three, guess how I do it? Boom. How I learned or earned it, teach the strategy, show them the tactics, do a case study. That's book one, book two, book three. That's how this whole process works over and over and over and over and over again. That's my framework for how to teach frameworks. I do it in a book, I do it in a course. I've done it today for crying out loud. I just come in here like, "Hey, guys let me go and show you guys how to build the framework." How many stories have I told you about how I learned or earned these different pieces? The strategies, things like that. That's the principle. So this is where we have to start learning how to do. And that is kind of, I think that's the last thing I want to share. All right. How you guys feeling? Are you excited so far? I want you guys to actually pull up the one pager, scroll up really quick. So this is the one pager we're gonna be giving you guys right now. The guys in the background, if you guys can scroll it up so I can see the very top of the page here, that'd be awesome. Hopefully we get them. There we go. So this is the one pager I'm gonna give you. Now, this one pager just you guys are fully aware in all transparency. This one pager is my framework for how to create a lead magnet. I just taught you the strategy. I've told you is how I learned or earned it. I tell you guys the strategy. This framework is gonna be the tactics. And so what's gonna happen. You're gonna see here's the strategy right here. Here's how you create one pager account and then it's gonna walk you through the tactics. Step number one, who is your dream customer? I taught you the guys the strategy behind that. The tactics you start typing in, your typing what is it gonna be? Step number two, what's the ultimate results. Step number three, what's the core results. Step number four, pick one core result in the three five splints results. Step number five, pick your splinter result. In the seven or six, you're gonna go to one page and actually do it. And I got my second framework down here. This the framework, how to use frameworks? You're gonna fill it out like how did you earn this framework? You're gonna share with people. Explain the strategy, walk through tactics, show the case study. So this one page is going to give you the tactics of how to fulfill on everything we've talked about today. I want to walk through these so you can understand what we did say was strategy, this is tactics. A lot of people confused like what's the response tactics and strategy. Here, I'm helping you cast the vision of like, "Oh, this is what we're doing." And then over here now, now we're getting to work. Now, we're doing the things. Just go back to the very top real quick. The other thing is that every single one page has a video. This video right here is me doing the tactics. You're gonna see me click on the button or when you click play on this, you're gonna see going. I actually go into a one pager. I build the thing out. I show you like here's step one, here's step two like this is lit, just like yesterday, this is me in my house doing the homework assignment with you. So you can see me doing the tactical like doing every single thing. Here's step one, here's step two. And so literally you can just watch me and just model it. And so for you guys what I recommend doing is going into one pager as you do this, you take whatever framework you decided, you're gonna plug into one pager, and this video teach kind of how to do that. And then when it's done, you need to record yourself teaching it and you don't have to, you can take videos away in one pager but I highly recommend if you can make a one pager and plugging a video of you teaching this right here. And literally like, this is my one pager for how to make waffle dough at home or whatever. It's about one pager about how to get more clients into my massage cling. This is my one pager about how to publish your music as a band. This is whatever your thing is. Create one pager and then the video is basically you can go through this. This is Russell, let me tell you a story about how I learned and I earned this framework for you. And some people ask, "What's interesting to learn?" Learn the stuff that you learn by trial and error or excuse me, learning, you learned from somebody like from a teacher or a mentor or you read a book or a course or whatever. I talk about learning and I always give credit where credit's due. If I learned something to somebody else I always tell people that. And that earned it is like I earned it through my own blood, sweat and tears. So how did you discover this framework that you're sharing with them? Tell that story. And then explain the overarching strategy, just what's happened, this is why it's so cool. Here's the tactics. And then actually do the assignment with them. Go through the one page like here's step one, here's step two, do that. And show cases of how you've done that people in past. Record that video and then plug it in boom, right there. And it's simple, easy to do. Some of you guys who've never done a video before, this will be kind of scary and it's okay 'cause right now nobody's gonna see this besides you. You can get your iPhone click record like, "Hey, my name's Russell." And just go through this as well. It doesn't need to be professional or anything, just teach the framework. And that video of you teach the framework gets plugged right here. And now when they come here, they got the framework they've got the video teaching them, showing them this here. And then down below you got the actual one pager that's gonna be the framework for them. And so that's kind of the game plan. And so this right here, this one page is gonna teach you guys how to actually build your one pager, your lead magnet in one pager, which is kind of cool. Now, one page deciding is just went live today. This is a new software product. There's probably gonna be some bugs and some issues. Like yesterday you guys all downloaded the one-pagers from yesterday. And we had, I think it was like, I can't remember eight or 9,000 people download it one in one minute. And from that they have like two or 3 million hits to the database. And it was the first time we'd ever actually launched this before. And it kind of crashed a couple times, so you guys may have seen that. So this is a new product. It literally went live today. There's gonna be some issues and things, let us know we're working on making it better but it is insanely cool. As you will see, all my one-pagers for this training have been built in it and he doesn't have a chance to build it. We all set up so you can create your very first one pager for free. So if you're like, "I don't have any money, Russell." That's cool. Just you follow the process, the software that you create your first one for free. So you get one lead magnet is completely free. You can build it, mess it up, delete it, start over until you've got it perfected and understood. And now you've got a tangible thing. You've turned your framework from just a random framework into something tangible. Now, this framework, this core concept that I have, now it's a framework now I can actually give this analysis a tangible thing. I can give somebody this in exchange for their email address. And that's the secret, that's the power. So under it now I'm gonna have my team put the link down below for you guys get your day number two homework assignment. And links there it is right there, 5dayleadchallenge.com/lead magnet. It'll redirect to this page right here. After the page, you can save it into your one page account and then go and do the assignment. Watch the video, do the things, fill it out, brainstorm, fill in the forms. I don't just like my dream clients this like think through it, spend some time. Go deep in this, by the time you're done, if you finish this assignment, but time is done, you're gonna have your first one pager. I promise you the very first time it can be frustrating. It's new, it's like, in fact, it's funny. I built six one pagers this weekend for this training. I built day one, day two, day three. Day one I built it I was like, "This is kind of cool, but it looked ugly." And then day two I got better. Day three I got better. By day four like my one-page looks so awesome. I was like, "Oh, I hate day one now." So I went back to day number one, I deleted the whole thing, I started over. And now day one is yes, I actually looked awesome. And I redid day two, which just say now day two looks awesome. And I keep like, as you keep doing this you'll get better and better and better. But even like looking at my one-pagers look at the one I gave you yesterday, look at the one I'm giving you guys yesterday. And like, this will give you ideas like, "Oh, what you could do like, oh, I could do that. I could try that." And you can just kind of play with it a little bit. And that's kinda how it works. So again, the link down below, 5dayleadchallenge.com/lead magnet. We'll give you the one pager, spend some time today and tonight actually creating a one pager. We need that because tomorrow, day number three in my process to help you guys get the result of getting unlimited leads, day number three is now we got to build your lead funnel. And so if you build your lead funnel, we have to have the lead magnet. So build lead magnet today. Again, you can edit it in the future. You can change, this does not have to be perfect. Just kind of play with it, put it in there. And then tomorrow we build lead funnel. We'll be taking this lead magnet you build, we'll be plugging into the funnel and now you'll have something you can like send people to, they'll give you their email address. You'll get in the lead magnet and your business start growing. That sound good? I hope this helps you guys. I had so much fun today. I said this was the day I was most excited to teach. I hope that you've got tons of value, information. Hope you guys understand all these pieces. Now, your game plan is to go get the one pager get started on it and then we'll see you guys back here tomorrow, same time, same place to go into day number three of the 5 Day Lead Challenge. Thank you guys so much for participating, for showing up. Do not be late tomorrow. We're going to go again and we'll see you guys all tomorrow. Thanks everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

This is day 1 of the 5 Day Lead Challenge. If you want to watch the video of this episode or download the OnePager, go to 5dayleadchallenge.com. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up, everybody. Welcome to the Marketing Secrets podcast. I've got something I'm really excited for you guys over the next five episodes. Some of us know I did a live event a couple months back called the Five Day Lead Challenge where I went through the entire process like, how do you create a lead magnet that people will give you the email address for? After you have that lead magnet, how do you then create a lead funnel to be able to generate leads? Then from there, how do you write the emails? And from there, how do you drive traffic? And how do you do traffic for free if you don't want to pay for it? And it was one of my favorite things. In fact, I just went to the page right now and over 1,300 people have shared video number one. This is one that's... It's a hot topic. And I think it's something that's really, really powerful. And so I thought that it would be cool to pull this into the podcast. So that way you guys can start listening to concepts and these principles and hear them over and over again and get these things ingrained inside of your mind. Now, a couple things, number one, this is from a live event. So there'll be times when I'm waving and showing things on a whiteboard and stuff like that you're not able to see obviously on an audio podcast. But if you'd like to see any of this, it's all free at fivedayleadchallenge.com. You can go there and you can see the videos. Plus each day there's homework assignments. There's one pagers you can download and a whole bunch of other cool things. Like I said, if you want to get access to that and see the video versions or get the one pagers or whatever, all you got to do is go to fivedayleadchallenge.com, go opt in for free, and they give you access to all the homework, and the goodies, the bonuses, the prizes, and everything else. But right now I'm guessing you're probably seeing it home, or maybe you're working out, or you're driving. And so while you're doing that, I want to start getting these principles ingrained inside your mind. So with that said, I hope you guys enjoy day number one of the Five Day Lead Challenge. This is all about generating unlimited leads. What does that look like? What's the business model? How does it work? And hopefully, you guys will enjoy this. And on next week's episode, the next episode will go do deeper into actually creating your lead magnet. So enjoy day number one, Generating Unlimited Leads. Oh man, I'm so excited for this. I literally could not sleep last night. I was tossing and turning in my bed and so excited. We've been putting in so much effort behind the scenes for the 5 Day Lead Challenge. I just got a message literally, right as I was walking on stage that we passed 35,000 of you who registered for this challenge, which is crazy. It shows how excited you guys are about what we're talking about. How many guys by the way are excited about we're talking about today? If you are, let me know in the comments down below. I was looking at the comments before we got started and you guys are going crazy. So, I am so excited to be here with you guys today. And this is something you're gonna be doing over the next five days. As you know, this is the 5 Day Lead Challenge. I'm going to be going live every single day at the same time, same place and walk you through the step-by-step process to go start generating unlimited leads inside of your business, and it's going to be a lot of fun. Now, the way it's going to work, this is not going to be something that's going to be a full day thing. You're going to spend five or six hours every single day. This is something I'm gonna be going live every day at this time for probably anywhere from 30 to maybe 45 minutes max. Some days might be even shorter. Okay, my goal during that time is I'm going to be sitting here in front of the whiteboard. I want you guys to understand a strategy. Okay, so I'm going to map out, here's the strategy. Here's how you do it a very certain thing. Okay, and then as soon as it's done, I'm going to give you guys a special link. And that link's going to take you to the thing that we call a one-pager. And the one-pager's is going to give you a tactical video. Okay, so the first half is me showing you guys the strategy that I need you all to understand. Okay, and then I'm going to give you this one-pager and there's a video it's going to walk you through the tactics. The tactics is literally me sitting at my house doing the thing that I'm teaching you how to do. Because a lot of times I'll teach something and people are like, okay, I understand that conception and know how that works, but then they try to do it and I don't know what to do or how to do it. So you'll get a video immediately after this with today's tactics of me sitting in my house doing the assignment I did last night, I recorded it. And so you have a chance to watch that and then just follow along and copy what I do. Shouldn't take anywhere. Some assignments are short, they will take you probably 15 minutes. Tomorrow's going be a little bit longer. But hopefully my goal is about an hour to an hour and a half every single day. If you block that out every single day over the next five days, by the end of day five, you guys will have a machine that's created to help you generate leads. Okay, and it's going to be a lot of fun and I'm excited. So you guys, and I know you guys are excited. So, we have 35,000 of you who have registered for this. So if you're excited, let me know in the comments down below, because I love feeling the energy and I can see all your faces right now. It's just fun to see what we're doing. So that's kinda the game plan. Throughout this week, I've also got two guest speakers who are coming. I'll be teaching day one, day two, day three. And then day four, I'm going to be bringing one of my friends, Yara Golden's going to be coming up. And she's going to be talking about email copy. And after you're generating these leads, what do you actually say to them? Right, how does that work? And then day five on Friday, Rachel Miller is going to be coming. She's actually flying here to Boise to spend time with you guys to talk about how do you launch your lead funnel. How do you get leads coming in and how do you do it in a way with free traffic? Okay, because a lot of people, some guys who are here like, oh, this is awesome. I don't have money to invest right now. I don't have a budget. So we're going to show you how to launch this thing and start generating leads for free. That's going to be happening on Friday. So by the time this thing is done, all the pieces will be in place and leads will be coming in. And you'll have new leads coming into your business within five days from now. So that's my big promise to you. That's my goal. And so it's going to be a lot of fun. I only ask that you guys play full out, do the assignments, pay attention to the strategy, show up every single day for this strategy dump I'm going to be giving you guys. Show up, listen to it, understand it. When I give you the one-pager, go watch the tactical video, and then actually do the assignment. Okay, if you actually do it, you're gonna be successful at the end. The biggest problem I have with people who come to any of these programs or coaching or they buy a course or whatever is they listened to it like, oh, this is really good. They listen to it. They listen to it. And they never do anything. Okay, this is not one of those kind of courses. This is not something for you to listen to and feel good about. This is something I'm going to give you guys. Here's the strategy. Here's the tactics, go and do it. Come back tomorrow. We'll do the next step. I'm going to be piece by piece by piece until you've got the entire system. Everything you guys need to be successful. Does that sound fair? All right, so that is the game plan and I'm not going to lie, there's so many of you guys on, I just want to talk all day today. But I'm not going to do that. We're going to keep it short because I want to make sure you guys have a chance to get to work and do today's assignment and get ready and prepared for tomorrow. But you've got to commit to coming back every single day. Okay, this is five days. If you commit for five days, by the end of it, I promise you, guys, we can mold you, we can change you. And we can give you guys a result. That's going to change your business. And for a lot of you guys, it's actually gonna change your life as well. Okay, but you've got to commit. So how many guys right now can make a commitment that you're gonna commit to show up every single day. Number one, okay, raise your hand and say, I commit, Russell! I'm going show up every single day and watch the strategy training. Okay, that's the first commitment. The second commitment is, as soon as the training's over, I'm going to go through the tactical. I'm going to implement the thing you actually told me to do. Okay, and you're going to do it with belief that it's actually going to work. One of the biggest things that is going to impede some of your success, is some of you guys are skeptics, right? How many of you guys have ever considered yourself, oh I'm always skeptical? I'm always making sure that everything's going to be perfect. I guarantee you that a lot of guys are skeptical. In fact, most people I know who are skeptical, never have success. The people who have success, are people who get a coach and then they believe in that coach, and they do what the coach says. Okay, being coachable is one of the most powerful tools that you're going to have in your arsenal to be successful. So if you're typically someone who's very skeptical in life, oh I'm always skeptical about things, I want to encourage you to take your skepticism for five days and just put it on the side and say, look for five days, I'm just going to trust Russell 100%. I'm gonna assume that he's knows what he's doing. I'm going to assume he's been doing this for a long time. This isn't the first rodeo. I'm assuming he's got my best interests at heart because I'm not paying anything for this, right? The 5 Day Lead Challenge is completely free. My job is for the next five days is completely to over-deliver it and to blow your minds. And so if you will just be, take your skepticism and put them on side and just do the process. Just do your best. Just try it out. I promise you by the time, day five is done, you'll believe because it'll work for you. Okay, and that's kind of my game plan. Again, my goal in this entire process is not to waste any of your time. I know all of our time is precious. And so that's why these are going to be short sessions. We're going to give you what you need and then get to work and give you guys a result before it's over. Does that sound good? Okay, so I want to kind of, today's kind of an overarching strategy. I want you to understand where we're going. I want you to understand here's the broad picture of what we're trying to accomplish. And after you have the broad picture, then day two, day three, day four, day five is going to be, okay here's step one, step two, step three, step four. And everything we got to do to execute. So that's my game plan. So to begin with, I'm going to cover some fundamental things. Some of you guys may have heard some of these concepts before, some of you may not have. But this is the key thing you have to understand if you're going to be successful in this 5 Day Lead Challenge. But honestly, to be successful in business as a whole. When I first got started in this business, one of my very first mentors said this to me. And I, my guess is some of you have probably heard this before, but he said is this. He said, Russell, you have to understand that in business, the money is in the list. How many of you guys have heard that before? This is not a new concept. But for me, it was like, when I heard that, I was like, what does that mean? What does it mean, the money's in the list? Like, I don't understand that. I'm in business, I sell products. I sell services, right? They said, no, you don't understand like, the list, like the customers, the people that you have, this is your real business. The fact that I was able to send out a couple emails, we got 35,000 people to register for this live event. You guys are my list. I send emails to my list and you showed up to this event where I have a chance to teach you and to train you, right. The money's in the list, like that's the asset that's the most powerful. So, one of my first mentors told me that and I was like, okay, that's kind of cool, but I don't know what that means. Like, what is the list, right? And the list is just a bunch of leads. One lead is a person. 10 is a bunch of leads. A hundred or a thousand. That's a list of people. Okay, and so the list is the key. So in the Lead Challenge, it goes, you've generated a whole bunch of leads to the point where you've actually built up a list. Now, to kind of preface this before we get too deep in anything, I want you to understand the value of a list. Okay, what is the list actually worth? Okay, so when I got started, one of my first mentors, he told me is he said, Russell, you have to understand basic marketing math. And so this was what he said. He said, as you start your business, he's like, the numbers will change. This is not an income claim. This is just kind of the numbers a lot of people see inside of the industry. It says that you should be able to average $1 per name per month, that's on your email list. Okay, and so they told me that and I was like, well, how does that work? And I didn't understand at first. And I'm sure some of you guys won't understand like, well, how does an email equal a dollar per month? Okay, and don't worry, I'll walk you through that and you'll kind of see that, but that's what they told me. So they said, okay. So that means, they said, well, that means if you have a thousand people on your list, you should be able to make a thousand dollars a month. Right, and if you had 10,000 people on the list, you should make about $10,000 a month. If you have a 100,000 people on list, $100,000 a month and so on. And so I remember hearing that and I was like, oh my gosh, this is amazing. Now, I was in college at the time. I remember looking at these numbers. I was like, okay, well my goal, I remember my goal at the time was if I can make six figures a year, that'd be like what my parents make. That'd be insane. So I said, okay, this is my goal. If I can get 10,000 people on a list at $10,000 a month, $10,000 a month, times, 12 months, that's $120,000. That's six figures in a year. And that was my goal. And so I was like, I gotta figure this out. I didn't know how to get a list. Nobody told me, I just knew that I needed to list. Right, that was like, okay, I need leads, I need a list. And so some of you guys may have heard this story but after I heard that, I was like, okay, like at all costs, I need 10,000 people or 100,000. I need to get these people on my list so I can make money. And I didn't know how to do that. So I remember, and this is actually a picture. This is my very first house. My wife and I lived in after we got married. A year after we got married, we bought this duplex. And I remember I was actually right here, these windows one of the bedrooms and in those bedrooms was my was my little computer desk. I was trying to learn how to start my business. And I remember I was sitting there and I said, okay, I need to figure out how to get a list. Right, it was in this house that I got this principle from somebody. And so, I remember going and and searching online, how to build an email list. How do you buy a list? I remember eventually I found this website. I think it was like, it was called like SpamForEmailAddresses.com or dot net or dot something. And it was like, we'll sell you a DVD with I think a million people's names on it for like $60. And I was like, wait a minute 6 million people's names and email addresses. And I'm doing the math, I'm like, okay, well, my friend said $1 per month per name on an email list. If I buy this list for $60, that's a $1,000,000 a month I can make. I'm doing the math in my head. I'm freaking out. I'm like, this is, I figured it out. Like, this is like, I know how to how to build a business now, right? So I remember, I bought the DVD. They sent it to me, I ended up getting in the mail. It had a million people's email lists on it. I took it off. I downloaded the Excel sheet and I was so excited. It took me a couple of days to figure out how do you load it on a computer? How do you send these emails out? And I had to figure this whole thing out. And I remember the night that I queued up the emails, the software my computer had a million people's emails in this thing. And I told my wife. At the time my wife was supporting me. Okay, that was my story. I was wrestling at Boise State University. So, I was a college kid with $0. My wife was supporting us. And I remember, I told her that and I was like, Hey, this is the deal. I'm going to send an email, send out this email list. It's going to go out to a million people and money's gonna come flooding in. And I'm like, you can literally quit your job tomorrow if you want to. And she was like, oh, okay. Like, like good luck, Russell. You know, like super supportive. I didn't know what was gonna happen. And she was like, okay, I don't think we're going to make what you're thinking but you know, good luck, have some fun with it. And so I queued up the emails. I remember, still writing an email, clicking send and then watching the first email. Like one send, two, three, four, five, six and I was like, this is it. Like, I figured it out. Right, I beat the internet. And I remember going to bed that night like just laying in bed all excited, like dreaming. It was like a kid going to bed on Christmas morning. What's going to happen? Being so excited, like in the morning. What if, what if 1% of people buy something? What if only half of 1% buy? And I started doing all the math in my head and just dreaming about what was possible. I remember the next morning I woke up, and I, firstly, I ran out of my bed, and walk to the computer, I look at the computer. And overnight, I think like 6,500 emails had been sent. And at first I was frustrated. I'm like, oh, why is this taking so long? Like, I want all these million emails to be out because that means I'm going to be rich when it's all said and done. And about the time my wife came in and she was like, Russell, I need to use the phone. I was like, why? She's like, I need to call the office, where she worked at like, no, like you can't like, we're making money here! You should just quit. Just don't show up. It's going to be awesome. She's like, I need to call someone. So, this is back in the days before internet before we all had internet access. If you remember this, so those of you who are old school like me, we had a modem and it was plugged in. So I had to like, climb under the desk, go unplug the modem, plug her phone back in. And as I was underneath, I plugged the phone back, all of a sudden, like the phone starts ringing while I'm still under the desk. I was like, that's weird. So I crawl out from the desk. I come and answer the phone. And on the other end, there's this person screaming at me and yelling. And I'm just like kind of confused. And eventually I realized it's my internet service provider. Okay, the person who pipes the internet into my house that I was sending out emails through. And they're yelling like, in the last like four hours, there was like 65 spam complaints from you, blah, blah, blah, blah. What's happening? Like, freaking out. And I don't know, I mean, no, no, sir. You don't understand. No, sir. You don't understand. Like, I bought the email addresses. from SpamFreeEmailAddresses.com. These people want to get spam. And the person yells at me and remember the last thing they said before they threatened lawsuits and stuff said, son, that's the definition of spam. I was like, what? But they said, you just need an email list. I was so confused. So, eventually after they yelled at me for a long time and threatened lawsuits, they went and actually shut my internet access off. And I lost my internet account. And I remember I held it, like hanging the phone up and my wife, my beautiful wife, Collette she's like, so who was that on the phone? I'm like, oh no one, please don't quit your job today. Like, let's roll it a couple more days. And so anyway, that day I remember like being so frustrated. And I remember I couldn't check my email because I lost the internet access. And I was still a student at Boise State University at the time, so I put my backpack on. I started walking to school, all depressed and sad. I got to the computer lab at the school and opened my email. And then the craziest thing happened. I opened my email. And you know, I always see emails from people trying to sell me stuff. And it was the first time I ever opened my email and they're like five or six orders that had come in over the night. And I was like, wait, what? I started looking at sure enough, five or six people had bought the thing that I had sold through the email. I remember just being like, oh my gosh, this worked. I did it the legal way. But like, it worked. Like, okay, I gotta figure this out. Like, how do I, like, how do I do a list that's not illegal? Right, I don't want to go buy leads. That's not how you do it. Like, how do you generate a list of people who actually want to hear from you? And I started freaking out, I got excited. And that became the question. Okay, the question was, how do I generate leads and how do I build my own list? Okay, that was the question that started running through my head. How many of you guys have that question in the past? Or you have right now, like, okay, I want leads too. If we can make a dollar per month per lead, like I want a bunch of leads in my business as well. Right, how many of you guys are thinking about that? That was my question. That became my quest. Like, okay, how do I generate leads? How do I build a list? I got to figure this out. I was working, trying to figure it out. I was looking bunch of stuff. And eventually I heard rumors about this guy. His pen name was David DeAngelo. I've met him since then. I've become friends with him, his name's Eben Pagan. And at the time, he had a business called Double Your Dating. And I heard rumors. I don't know what the numbers were. People like to say. Yeah, he's making tens of millions of dollars a year and all this kind of stuff. And, so I was trying to research everybody. I remember going to his website and I went to his website. What I saw was something I'd never seen before. Okay, this is what the website actually looked like. It was this little page right here. Okay, and I remember reading said, you're about to learn the secrets that most men will never know about women. And I was like, okay. And it said, inside, you're going to learn the Kiss Test, how to tell if she's ready to be kissed. I remember reading that. I was like, whoa, what is the Kiss Test? I want to know what that is. Okay, now putting this in context of my own personal timeline. About the time I'm reading this, I had just gotten married to my beautiful wife. We'd married about a year. I just got our internet access shut down, all of these things. And I'm looking at this page, I'm like, this is amazing. And I was like, I want to put my email address in there to see what in the world, the Kiss Test is. But I'm like, wait, if I put my email address in on this dating website, teaching men how to get women, what's my wife gonna think? I remember being like, torn. Like I want to funnel hack this person. I want to go and see what's happening behind the scenes. But if I do that, it's going to be weird for my wife. So I remember that night, like waiting for her to come home from work, she was supporting me. And she came home and I was like, Collette, I need to ask you a favor. I think she was kind of nervous. I'm like, there's this website that is doing something cool. This guy has got this huge email list. I don't know. I don't understand what he's doing or how he's doing it. But I want to like put my email address in to understand what he's doing. Can I do that? And she's like, yeah. Why would you care? I'm like, because it's a site teaching people how to pick up girls. And she's like, what am I? I know, I don't even know. I suppose to see what he's doing. I need to understand the process. And so we kind of laughed about it. And so she came with me and I came to this page and I, together, we opted in. So I put in my first name, my email address, and I clicked submit to get instant access to find out what the Kiss Test was. So I did that and I'm waiting on the next page to be blown away by like some video or some training course or something. But on the next page, all it was, this little page looked like. It was like an article, maybe a page and a half, two page article. And at the very top, it said, this is the Kiss Test. Let me teach you how it works. Okay, now again, I was married at the time. So I didn't, I hadn't been on a date outside of my wife for a long time. So I didn't try to put myself in the context. If I was a single guy who was struggling to get girls, like how valuable would this information be to me? And so this is where the Kiss Test was. David DeAngelo said, what do you do, at the end of the date, you walk a girl up to the door. Okay, and as you're sitting there, this is the awkward spot. Right, do I kiss her? Or no, one of us freaks out and they want to run away. He said, this is the secret. He said, all you need to do is go up there and you put your hand behind her hair. Like, you're gonna put your hair behind her ear. Okay, and if she pulls back, that means don't kiss her, run as fast as you can. Okay, but as she turns her head into your hand, that's the key that she's ready to be kissed. And then boom, you go for the move. And that's the Kiss Test. I remember reading that as like, oh my gosh, like that it wasn't this huge long report or PDF. It was like a paragraph. It was this little paragraph right here saying, this is the Kiss Test and I remember reading that I was like, if I was a single guy right now, I just received value. I was like, oh my gosh. That was really, really cool. What else does this guy have? And if he kept reading the page at the bottom he's like, Hey, if you want another tip like this, go buy my ebook called Double Your Dating, click there. And it took you to go buy his ebook, which had a whole bunch of different tips and secrets like that. And I remember looking at and I studied this over for like weeks. I'm like, this is how this guy's building this huge list. He's got this weird website that the only thing you can do is put your email address in and next page, he gives you this really cool thing that dudes really, really want. And like, this is how he's built this huge email list of hundreds, of thousands of people. And makes millions of dollars a year. And so the more I looked at it, the more I was trying to figure out how does this work? I need to put these pieces together. And what I realized and what I kind of find out as I started learning more about this is that this Kiss Test, right? This thing right here, that he had created. This is what we call a lead magnet. Lead magnet is something that's going to draw. It's going to attract your dream customers to you. Okay, and a lot of you guys have heard of a lead magnet before, but this is one of the keys to building your own list is the lead magnet. Something that people want. Okay, so for him, he's in the market of like, I need to figure out how to pick up girls. Okay, the lead magnet was the Kiss Test. I'll teach you the Kiss Test if you give me your email address, okay. I'm going to exchange this thing for you. Okay, and that was the lead magnet. Okay, so I started thinking for my business, who are my dream customers? What do they look like? Like, what are those people like that I wanted to bring into my world? Who is my dream customer? I start thinking, what is the lead magnet I could create that would get those people attracted to me? Where they're on the internet surfing on their phones, swiping through, all of a sudden they saw something like, whoa, I want that thing. I want to learn the Kiss Test. I want to learn the, whatever the thing is. And that lead magnet thing gets them to stop scrolling, click on a button, come over to you, give you their email address, and now they become a lead. Okay, and the more leads you get, you started building this list. Okay, and the value in your business is your list. That is the key. Okay, so after seeing this, I was like, okay, this is the game. I know how to play now. Now that I knew the rules, I knew how to play so I'm not spamming who people don't want to hear from me but I'm getting people who are interested, who come to me because I have value. Okay, this is how we build the list of people who actually want to hear from me. Okay, so I did what hopefully you guys are going to be doing this week, as well. I said, okay, I'm going to go and create my first lead magnet. I'm gonna set up a lead squeeze funnel. I'm going to do exactly what he's doing. Okay, so I did that. Okay, I modeled it as close as I could. I build up my very first lead squeeze funnel. I put it out there and I launched it. And I want to come back to these numbers 'cause these numbers were actually interesting. Initially for me, my numbers almost synced to what I was told earlier from one of my friends. Okay, I still remember the very first month that I started, that I had my first lead magnet. I was driving traffic. The very first month, I got 217 people who opted in. I don't know why I remember that number. I think it's 'cause it was like, I was freaking out like 217 people. Like, that's a lot of people who have given me their email address. Now they're on an email list. I can send emails to talking about the products and the services I want to sell. And that first month, I said 217 people joined my list, and I made about $300 that month. Okay, now for me, as a college kid, $300 a month. $300 my very first month was insane. Like that was just like, I couldn't even, I couldn't even fathom. Like I feel like I was the richest kid in the world. Now, to put this in perspective. At that time, my wife and that blue house we were living in, that I showed you earlier. That was a duplex. I bought that duplex because I wanted to make cashflow. So I spent, I don't know $150,000 on this duplex. We lived in half. We had a renter in the other half and the renters paid us. And my cashflow on that rental was like $150, $200 a month. Right, and I remember thinking I made for my 217 person email list. I made almost double what I did it my real estate. On my real estate, I spent $150,000 to buy this thing to cashflow like $150, $200 bucks a month. Whereas here, I'd built a list of 217 people. And I cash flowed double that. And for me at that point, I was like, I am all in. I'm going to put all my eggs in this basket of I got to figure out how to grow lists. How do I do it? And so I started driving more and more traffic. And by month number two, excuse me, month number two, I'd built an email list. My list had gone from 217 people to about 5,000 people. Okay, and sure enough, that month I made about $5,000 in my business. Okay, and I was like, how do I grow this bigger? Right, reinvest that money into generate more leads and more leads. And eventually my list went from 5,000 to 10,000 to a 100,000 to now we have lists of multiple millions of people. Which is why you can send an email and get 35,000 people to come and register. Our list has grown so big. Okay, now a couple of interesting things. My friend told me this, like, if you average $1 per name per month, that that is definitely like a good standard but it's honestly, it's very, very low. Okay, and what I learned over the last almost two decades of doing this now is that there is a direct correlation between how much money you make and the relationship you build with that list. Okay, you don't have to have a list of a million people to make millions of dollars. In fact, a lot of times, if you've got a local business, like some of you guys here that are registered run restaurants. You've got local businesses. Like there's not a million people in your city, right. If you're Boise, Idaho, and you're a chiropractor or dentist or a masseuse or something here, you're not going to get a million people on your list. That's okay. But if you get a thousand people on your list, man, you're going to average a lot more because you can build a better relationship with somebody locally than you can virtually. In fact, I've seen dentists and chiropractors who average hundreds of dollars per name per month on their list as well. But the key still is getting leads. The more leads you get and the bigger that list grows. Now I want you understand this is true for every business. One of the big questions I got a lot from people as we were launching this and putting on this lead challenge was, well, Russell, again, I'm a network marketer. Like I don't sell my own product. Like, will this work for me? Or Russell, I am a chiropractor. How would this work for me? Or I'm a dentist. Or in fact, my brother who hopefully is watching this right now. My brother runs a band. He's got a label. And he told me, I was like, you should come be part of the 5 Day Challenge. He's like, it doesn't make sense for me. My business is different. I'm like, does your business need leads? Every business needs leads. I don't care what business you're in, it's not different. This process works for every single business. Right now, on Click Funnels, as of today, we have over 120,000 active members. Every business, every industry you can dream of. Okay, every one of those businesses needs two things. They need leads and need to sell stuff. Okay, so if you need leads, this is the process. I don't care if you are starting a new business, if you've got a huge business that needs tens of thousands of leads a day. Or if you're a business you need 20 leads. This process will work for you. It does not matter. It works in every business. I promise you, we've done this over and over and over and over again. This is not my first rodeo. Okay, and so I want you guys to understand that like no matter what kind of business you're in, you're going to need leads. And so, anyway, I'll kind of start there and I won't go too much on my rant. I want you guys to understand that. Okay, so I'm gonna walk you guys through the system. The system we're gonna be talking about over the next couple of days. So, the first part in this process that we're going to be going through, this is going to be what we're going to be spending all the time on tomorrow. The first step here is, we're all going to create your very own lead magnet. Okay, and we're spending a lot of time tomorrow going into that. So, I'm not going to go too deep right now. But that's the first step, is creating a lead magnet. I don't care what business you're in. You need to have a lead magnet. A lead magnet is a thing that gets people to raise their hand to come to you. It's the Kiss Test. It's this challenge is a lead magnet for me. All these things, you're creating a lead magnet to get somebody in. And again, I'm gonna spend a lot of time tomorrow going deep into this, but I want you understand, I don't care what business you're in. You always can create lead magnets. This is how a lead magnet works. Okay, if you think about your business right now, this is your dream customer. This is the person that you want to attract. If you think about this, typically when you're trying to attract somebody into your business, you're trying to get somebody where you know something they don't know right now. And so, I always look back and say, okay, in every business, every business has some result that they promise a client, right? So up here, this is a mountain. Let's say this is a big result you offer somebody. So this is the result. And so what you're doing is, you're trying to get these people right here to come to get this result. So, let me do this for a couple of different businesses, right? So let's just say you are a dentist. What is the big result you promising somebody? If you're a dentist, you probably say, my result. I'm gonna promise you. I'm going to help you get clean teeth that are white, that are straight, that are amazing. If you're a chiropractor, we're gonna teach you guys. The result you're promising people is to get out of pain and get an aligned spine. If you're in the dating market, your result is to get a date for your client. There's there's all these things, right? Every single business there's a result. Okay, if I don't care what it is, if you're, yeah. I'm not gonna go too deep in this. I want you guys think about it for your own business. But every business there's results. What's the result that you're promising your client. Okay, think about that. Like what's the result you're promising your dream client when they come into your world? Now the cool thing about this is my guess is this was you at one time, and then you went and you actually achieved this result. You got this result. You finished it. And as you did that result, there was a process you went through. There were steps. Step one, step two, step three, step four. There was these steps you took to get the result. There's the step-by-step process. That helps them get this result. And now that you know that process, what we do is we say, okay, here's the process to get this certain result. Okay, you come back here. So, okay, I'm going to create this thing. This is my lead magnet. Lead magnet. It's going to walk you through the process to get the result. Here's the first step. Here's the second step. Here's the third step. Here's the four step. So again, in the example from Double Your Dating, the lead magnet was, I'm going to show you guys the Kiss Test. How to kiss a girl. Know if you're gonna kiss a girl. That's the result that he was promising here inside of his lead magnet. And all lead magnet was like, okay, now let me walk you through the steps. Step number one, you walk her to the doorstep. Number two, you go like this. Step number three. And so you walk them through the process to get the result you're promising them. So every lead magnet is tied to some result. Here's the result you're going to get if you give me your email address. And so we're gonna spend a lot of time tomorrow going into this and I'm going to walk you guys through the process of how we figure out what is the right result. What's the one that's gonna be most powerful lead magnet that will draw this person towards you. So I said that's going to be the game plan we're going to go deep on tomorrow. I'm so excited for that session. And then after we figured out how to create this. how to create this actual lead magnet, I'm going to show you is how to take this concept, this framework that you're creating, and how do we put it into something that's tangible. Okay, and tomorrow we'll be giving you guys a software tool that'll be really cool. I promise you guys, there's gonna be two software tools you guys get for free while you hang out during the live events. The first one, I'm going to give you guys tomorrow. And it's going to take this abstract framework abstract idea that you have and turn it into a physical thing. A physical lead magnet that people will give you their email address for. It's gonna be fun. Okay, so that's the first step here. Oops, the first step here's this process is creating the lead magnet. Okay, and so I've got a couple examples here on my slides. So this is an example. This one is super simple. This is Brendon Burchard. A lot of you guys know Brendon. This is one of his lead magnets. It's called the one-page productivity planner, used by CEOs and achievers worldwide. Okay, again, like the Kiss Test, Kiss Test is a paragraph. This is a one-page productivity planner. Your lead magnet does not need to be this huge extravagant crazy hard thing. It can be like, here's the five steps to get a whiter smile, get your teeth cleaned by, in a weekend, right? Or make your smile whiter in a weekend. It could be the five steps to be more productive as an event planner. It could be like, figure, like, what is your business, right? You think about who is your dream customer? What's the thing that you could create for them that is going to get them to want to give you their email address. Tomorrow, I'm going to brainstorm a whole bunch of ideas. So, you don't have to you won't have to stress about what that thing is. Okay, because tomorrow I'm gonna give you guys a framework. We'll take you through to figure out exactly what that lead magnet needs to be. That's gonna be the most impactful and the most powerful, okay? But this is example is very, very simple. Lead magnet like that. This is a lead magnet. A lot of you guys have seen this. This is my Marketing Secrets Blackbook. This is a bunch of, it's a little black book with a bunch of different marketing secrets in it. And it's this lead magnet we created and we give it away for free to get people's email addresses. Okay, so that's the first step right there. The very first step is creating a lead magnet. And that's what we're doing tomorrow. Okay, all right. That's step one. Step number two. After you create the lead magnet, then we need to create the process. The funnel is actually going to turn this and it's going to get somebody to give me their email address. So this is called the lead funnel. And based on this criteria, they put in their email address. Click submit And this person now becomes a lead. Okay, so step number two, after we create the lead magnet, this is going to be tomorrow. This is day two. Then day three, we're going to build out the lead funnel. And I actually literally myself, pre-built out six of these funnels for you guys that I'm going to show you guys, that I'm going to give you guys on Wednesday. Okay, and so this is how it works. This is Brendon's again, the lead funnel is the most simple funnel of all the funnels, which is really exciting. Step number one, it's like, Hey, I'm going to give you this free thing. If you give me your email address. They then give you the email address and the next page you give it to them. Very simple, very easy. It's not difficult at all. And so we're going to show you is that. This is again, my Marketing Secrets Blackbook one. This one of the most simple lead funnels we've ever created. If you look at this, actually this pitch was probably six months ago, but in the first year this was live, it generated 272,000 leads. It took me less than five minutes to put together this landing page. 272,000 leads. You guys see the number right there. Think about it from the math I told you guys about earlier. By creating this two-page photo, I gave yourself a $272,000 a month raise, right? If I was following the stats and numbers I'd showed you guys earlier. Can we understand like this is the power. You create something like this, and it can generate leads on. You can generate leads where you consistently day in and day out, over and over and over again. And so this is a very simple, it's a two-step funnel. In fact, this funnel right here, I'm going to give you guys this exact funnel so you can just copy. Take your lead magnet, take mine out, plug yours in, and you can be off to the races very, very quickly. So again, day two, tomorrow we build the lead magnet. By the time tomorrow is done, it's not going to be, okay, I got to build my lead. By the time tomorrow's done, your lead magnet will be finished. It'll be complete. It'll be cool. It'll be creating a really cool tool that'll make it very powerful people. Okay, day three, we'll build out your lead funnel. It'll be finished. And then you can plug in your lead magnet. These two pieces will be done by Wednesday. Okay, and then Thursday comes in, the question is like, okay, Russell, you said that when traffic comes in here, we're start making money off the leads. How do you make money off of leads? Well, the way you make money off of leads is they give you the email address, they come down here and then guess what? These people 'cause everyone would give us an email address is a person, these are all human beings, right? They put the email address in and now you have an email sequence you start sending out. So, you send an email right here. And the next day, you send another email, right? You send out these different emails to build a relationship with them. Okay, and if you do the emails the wrong way, what'll happen is you'll send two emails and people never open your emails again. If you do it the right way, people will look forward to emails. They'll whitelist you to make sure that your emails show up, right? So there's a right way and a wrong way. So on Thursday, Yara is gonna be coming to teach you guys her six email sequence. What are the most powerful six emails you can send out somebody as soon as they give you the email address. These are the emails that have been tested. They've been proven. If you structure them the right way, it'll build the relationship with your audience. They'll be more likely to open emails in the future. And they're going to buy the products and services you sell. Okay, and the cool thing is we actually built software for this as well. So on that day, for those who show up live here, you're going to get the software, we're basically fill in blanks. You click a button. It'll pre-write these six emails with your stories weaved into them, and then you just copy and paste them. Now you've got those in as well. So that's what's going to be happening on day number four. Let's see, I'll put it here on blue. It's day four, we're working on the email sequences. All right. And the day number five. Let me show you this real quick. So, here we go. So this is what it looks like from a standpoint over here. Leads come in, they put an email address in there, and you start sending emails. So here's how you write the emails right here. So this is the first email that goes out and the second. And as they go through, day one they get this email. Day two, they get this email. Day three, day four, day five, day six. What walks them through this process of getting these emails. Each email takes them and builds that relationship. So then we're more likely to buy from me in the future. Remember, when I told you guys before on average, you should average $1 per month, $1 per name per month on your list. Okay, if you do this the right way, this is how you build the relationship with how much you make per person will dramatically go up based on the relationship you have with them. It's these first six emails are critical. They're the key, we're going to literally teach you them, give you the software to write them, and you'll have them done. That will be done on Thursday, which is pretty exciting. Okay, so that's happening there. And then the last step now is okay, I've got the machine, everything's built. I've got my lead magnet. It's amazing, I got my landing page here. I've got the emails going out. Now, the last step is how do we get traffic to start coming to me? So, we start getting traffic. How do we get traffic from here and from here? And there's a million different ways to get traffic, right? In fact, a lot of you guys know, my third book is called Traffic Secrets and there's a million ways to get traffic that I talk about in there. But I wanted to start with something that's simple. Okay, a lot of you guys are coming to this. You don't have a huge budget, right? You're not sure how to generate leads. And so Rachel Miller's coming on Friday and she's going to show you guys ways to generate leads that don't cost any money. How do you generate traffic is not going to cost you a ton of money to get people coming in here, putting the email address in, to get your lead magnet, following up with them. And so the whole process will start working for you. And so Friday, we're gonna focus on launching your funnel. And that's the last step here in the 5 Day is on Friday, we're launch your funnel and get this whole thing working for you. So this is where we're going this week. This is the process you guys, okay. Again, we're going to build out your lead magnet, get your lead squeeze funnel figured out, write out your five day email, excuse me, your six day email sequence. We're going to launch to get traffic in. And if we can accomplish this by the end of this week, that's the goal. That's my game plan. And each of you guys will have a process. You'll have a system in place to continually generate leads inside your business. I have so many friends who, at one point in their business, they had to generate leads, right? A lot of you guys when you first start your business, you get to college and go, Hey, I'm gonna start my store or my business or whatever. You create it. And you launch it and you do all the advertising, all the efforts and stuff and leads start coming in and guess what happens? You start getting busy. Now, I got a service all these clients. I got to service things and you stop focusing on generating more leads. And what happens eventually? Eventually your business dries up Leads, customers, traffic coming into your business. This is the lifeblood of your business. If your business is struggling, especially during these crazy times are now, my guess is because you don't have any life. You have any blood coming into your business. You don't have new leads coming in consistently. This is the key, is the new leads coming in consistently. So my job, my goal with you guys is to create this process, get it set up. And now leads will continually be coming in. And I don't care in the backside of here. I don't care what it is you're selling. If you're selling, if you're in network marketing, this process will work for you. And at the end of this, you will get people to sign up for, to be a distributor underneath you. If you're selling physical products, I don't care. Follow this process. By the time it's done, people will buying more of your physical products. Okay, if you're a coach and author, speaker, like whatever it is, I don't care what business you're in. If you're a masseuse, if you're running a band, if you're doing like whatever. It does not matter what kind of business you're in. Every business needs leads. This is the way you get leads. And it works consistently in every business, every industry we've tried. And so I want you guys to take that out your, of like, oh, that sounds good, Russell. I've heard this before. This is more for my type of business, whatever. Take the skepticism. Take it, put it on the shelf, and just trust me. Tomorrow, we're going to go deep into building your lead magnet. If any of you guys are like, this won't work for me because my business is different. I'm going to show you guys how to break down what you do into the right kind of lead magnet that will attract anybody. It'll attract your dream customers to you. And so that's kind of the goal and game plan. So I'm excited. This is the game process what we're going to doing this week. Does that sound good? You guys all on board for that? Okay, so let me walk you guys through what to expect for the rest of the week. So again, what's going to be happening is every single day at the same time, I'm going to be going live from the stage, talking to you guys. So there it is, that's going to be happening every single day. And again, all the things, we're about 40 minutes right now. It's going to probably, probably 30 minutes mostly. It's going to be a 30 minutes session. I'm going to give you a strategy. Here's the strategy you got to understand. And then after that, I'm going to give you a thing called a one-pager. This is what the one-pager looks like. And about a minute from now, I'm going to give you guys the one pager for day number one. Your job with these one-pagers is not to sit around and like do nothing with it. It is to come here immediately and first off, watch the video at the top. The video here at the top, this is me at my house doing your assignment each day. Today's assignment's very simple as you will see. Tomorrow's assignment, I'm going to literally build out an entire lead magnet with you. So you don't have to think about like strategically how does this work? Like you just click play and watch the tactical video of Russell making it and then pause it, do it, press play, pause, and just copy me. Okay, I'm going to walk you through the process. There's no guesswork, there's no thinking, there's no messing things up. Just do it right here. You watch the videos and give you a tactics. And down here is going to show you what we talked about. It's going to give you a place where you can fill in your answers. Things you can brainstorm. Things you can think to. Examples, case studies. All the stuff you need to be successful. So again, every day I'm going live, giving you the strategy. And then as soon as the strategy is done, immediately afterwards, I'm going to give you the one pager. It's going to give you the tactics and your homework for today. I do not want you guys falling behind. So many times people come into my trainings, like, okay I'm gonna listen to all of the strategy first. And then I'm going to get started. If you do that, I promise you, you will fail. Arguably, some of the most successful people in our ClickFunnels community are Brandon and Kaitlin Poulin. Some of you guys know if you Google Lady Boss, you will find out more about them. And when they came into our world, they had been in a network marketing company. The company just gone under, they were broke. They were like, what are we going to do with our lives? And they went through our training. And it's crazy, I've watched them grow the business from where they were to now over millions of women, they've helped help them lose weight. And I said, what was the difference between you and like everybody else that I coach and I teach like, why did you guys have so much success and Brandon said something so interesting to me. He said, most people go through the course. They watch the entire course. They're like, okay. And they're getting ideas. They're brainstorming. Excuse me. They're doing the entire course. He says that, so they're always assuming that at the end they're going to start and then start doing the process. Because they, nobody does that. Because the deeper you get, the more overwhelmed, because there's more things and more things and more things. That if you haven't started earlier, you get in trouble. He said the thing that we did different than everyone else is we bought the same training everyone else bought, we click play. And then when you told me to do something, we paused it, and we went, and did the thing. He said, I don't care if it took a day, a week, a month, a year. We went and did the thing before he came back and push play on day number two. Okay, and that was the secret. Is if you guys want the same thing, I don't want you watching the live strategy sessions and say, okay I'm going to do tactics next week. No, this is something we're doing together. This is a workshop. This is a challenge. It's not something where you're just going to, like, I don't want to just talk about things that make you feel good. I want you to execute and get things done. And so again, you watch the live strategy here, immediately after, I'll give you the one-pager or you go watch the tactical video, go and do it. Go apply it and get it done, and then be ready for the next day. Every single day builds upon the last day. If you skip one of the days, the whole thing falls apart. Okay, so don't miss it. Watch the live training, jump on, watch the tactical, get the one-pager, and do the homework. Does that makes sense, everybody? Could you all commit to me you'll do that right now? Say, yes, Russell, I will do it. Okay, so going to happen now is down below here, they're going to drop a link to today's one-pager. Okay, you can see the link there. You can see it? Cool, so this is where you can download today's one-pager. You go right there, it's 5DayLeadChallenge.com/day1 When you go there, it's going to take you this page right here. And all you do is watch this video and it's going to walk you through everything you gotta do. And that's it. Again, today's homework assignment is super simple. It shouldn't take you more like 10 minutes max, probably less than that. It's going show you some case studies. It'll show you some examples. Show you how to get your one-pager account all set up so you can save all these one-pagers every single day. And that's about it for today. Okay, today's the easy day. Tomorrow, on the other hand, it's going to be a little more complicated. Tomorrow, we start having some fun. So again, this is the five day game plan again. Today was talking about unlimited leads. Help you see the vision. This is what we're creating. This is why we're creating. This is how all the pieces fit together. Tomorrow, 100% focus on the lead magnet. I'm going to walk you through the strategy. How do we figure out the right thing? That things going to be the sexiest, the most exciting, gets the most people when they're sitting at home scrolling through Instagram or Facebook to stop and think I need that thing. Click on the button, come over, and you can give you their email address. Now they're on your list, right? So that's going to create the lead magnets tomorrow. And again, this is not just a theoretical thing by the time tomorrow is done, if you follow the process, your lead magnet will be finished. Day number three, we're going to build a lead squeeze funnel. This weekend, I built out six funnels for you that are pre-done, that are amazing. I'm going to give you those six. I'm going to walk you through the exact process of how we take things, how we switch them out. And by the time it's done, you'll have a lead squeeze funnel that's working. That's ready. Day six, excuse me, day four. Day four, we're going to walk you through the six day follow up funnel. This is going to give you the six emails. We're going to give you software on that day. It's going to write emails for you. Excuse me, then day number five, Rachel Miller's coming and we're gonna help you guys launch the funnel. And that's where we're going this week. It's going to be so much fun. So that's kindof the game plan, you guys. And that's it for day number one here on the 5 Day Lead Challenge. See, wasn't that, that wasn't hard, right? Okay, you got a kind of overview of the strategy. You understand what's going. Now, all your job is do is go download the one-pager and go do the homework assignments. Very simple today. You should be done by the top of the hour. You guys can be completely done and then get prepared and ready because tomorrow is when all of the fun starts. And that's when we start building out your lead funnel. So again, you guys the link down below? 5DayLeadChallenge.com/day1. That's where you're going now. Open up a new browser window, wherever you are, go to that link. Save it, make sure you save that page because when you put your notes in there, it'll save the notes for you everything. Watch the tactical video, and that's kind of it, you guys. With that said, I appreciate you, guys. First off registering. 35,000 of you guys showed up to register for this, which is crazy. Frank here on stage was like, 7,000 or 8,000 people already on live, which is so cool. So thank you so much for spending time today. I'm excited to take you guys through this process over the next five days. Make sure you commit. Make sure you show up every single day. Make sure you do the work. If you do that, again, by the time this is done, you guys can have a machine that's generating leads for whatever business you are in. It works in every business, every industry. I promise you that. It will show you in even more detail tomorrow as I go through how to build your actual lead magnet out. It's going to be so much fun, you guys. And I appreciate you guys hanging out with me today. Thanks so much. If you have any questions or comments, put them in the comments down below. Either me or my team will try to get to them. And again, thanks, you guys. Appreciate you hanging out and we'll see you guys tomorrow. Same time, same place for day number two, your lead magnet. Thanks so much, guys. And we'll see you soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

It's "Inner Circle" week. I want to tell you about what's actually going on in the room where it happens.Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Yeah literally, when you understand these core principles, you can change the world in as many crazy ways as you would like to. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Hey, what's up everybody. This is Russell Brunson. Welcome back to the Marketing Seekers podcast. And I'm not going to lie, I'm pinching myself right now. I cannot believe that this is my life. Okay, so I want to talk about why you guys have to master these skill sets. And I know you guys, I'm preaching the choir, you're the ones listening to the podcast. You're reading the books, you're doing the challenges, you're going to the adventure. You're in it, right? Which is awesome. But I want to just restate why this is so important. After you have the skill set, you can do so many cool things with it. And it is the most exciting thing in the world. So, it's 8:20 at night, I just got done at the office doing a webinar for Operation Underground Railroad, where we raise a bunch of money for human trafficking. And helped promote my favorite charity, right? Which is a cool thing, like philanthropy. I can never say that word, philanthropic or philanthropy. You guys know what I'm talking about, helping charities. Which isn't like so cool. But then also at the same time right now I was just boxing with Steven Larson, and I was like, "It's crazy what we're going to do right now." And yes I have ADD, don't do what I'm doing. Focus on one project. But I've got a big team of people now. And right now I'm currently actively working on a whole bunch of books. For example, Dan Kennedy and I are co-writing a book right now, so I'm working on that. I'm also still in the process writing my big next book, which is Secrets of Success that I'm so excited for. But on top of that, I'm also republishing a whole bunch of old Napoleon Hill thing to new books. I've got five or six other high ticket books in production. We're launching a huge supplement company, actually three supplement companies. I shouldn't be telling you this. We got our coaching programs Inner Circle, My Category Kings, Clickfunnels 2.0 is coming out, and my certification program. All these things, it's just crazy and it's just the same skill set done over and over and over and over and over again, which is all of these things you've been talking about. Right? Learning how to give presentations, building a following. And when you have these skill sets, you can apply it towards anything you want, right? Apply it towards your mission, apply it towards somebody else's mission. Apply it towards a book you want to write, or apply it towards a book you want to write with somebody else. Apply it towards somebody else's book that you happen to like. Oh, it's just, it's so cool and so exciting. And it's crazy that this is what we could do with our lives. So I wanted to box that in the moment as I'm feeling this excitement. I literally was just boxing this to Steven Larson, and then now I'm like, "God! This is so cool. I want to share with everybody." And so it's worth mastering these skill sets. At first it's frustrating, it can painful and you got to learn a lot, you got to grow a lot, and you got to do all these things. But then you can use it for so much good and so much fun. You want to publish a new book, go and do it. I'm trying to bring back from the dead all these Napoleon Hill works and Charles Haanel, and Orison Swett Marden, and Samuel Smiles and all these people that I love and I respect. Who are the most amazing work in the world that it's forgotten off this planet. And because I have this skill set and I love it, I'm able to now go and bring it back from the dead. And because I understand all the stuff you guys are learning right now, so I don't know, I'm just excited. This is going to be a short podcast because it's nothing more than I'm just excited. But I'm hopefully casting a vision for you guys in the future. Okay, I need to learn these things because I got all sorts of stuff I want to do with my life. I have charities I care about, I have missions I want to do. I have whatever, like all the... There's so many cool things. It's funny my very first home study course I ever created was on public domain, very first one. And now almost 20 years later, I'm obsessed with public domain. I'm buying all these books and I want to show it to you guys, because I think there's such a valuable thing. So many guys can be finding these works in your markets of people who have passed on and bringing their messages and their stories back from the dead, and helping extend their legacy, which is such a cool thing too. So, I don't know, you guys want me to do a trading on that specifically on the public domain and how to profit from it, and have fun with it, and use it for all sorts of things. From lead magnets, to backend, to front-ends to... Oh, anyway, sorry. I digress. I'm excited. And now I just got to the high school, I'm running in to go grab my kids who are wrestling practice. Well, one of my kids is at wrestling practice, and tomorrow morning I have my wrestling practice and I'm preparing for my tournament. Anyway, I'm excited. I'm happy. Hopefully you guys are as well. I know that there's ups and downs. Everyone goes through different parts of it. But I think sometimes hearing the excitement can be good. There's other times in my life where I'm stressed out and overwhelmed, which is even yesterday I felt that way. In fact, you can ask my team. I was like super overwhelmed. But we got things in place. I got structure around and I got people helping with a lot of pieces that I'm struggling with. And now I'm back to the spot where I'm like in this creation, fun, so exciting. So anyway, thanks to you guys for listening. I'm your biggest fan. I'm cheering for you, I'm praying for you. I'm working my butt off to make things easier and more... to give you the ability to have more success. So, hopefully I'm able to do that and hopefully you guys are listening, paying attention you're doing the things you're learning. So, grateful for you all, thanks for listening. And now it's time to get back to work. Let's go and change the world. All right, talk to you soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

Did you notice this when you were reading any of Napoleon Hill's works? You should be modeling this for your business too.Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Some of my biggest insights after spending a day at Dan Kennedy's house.Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic MarketingRussell Brunson recounts his experience spending a day with Dan Kennedy, sharing insights and takeaways. Initially, he reflects on his admiration for Kennedy and the opportunity he missed in the past to meet him. Despite a scheduling mishap, he finally visits Kennedy's house for a consult day. Brunson describes the setting, Kennedy's basement office filled with books, and their discussions on various business strategies.Kennedy emphasizes the importance of both current and future bank deposits in business, focusing on building long-term relationships with customers. They delve into marketing tactics like text-based campaigns, leveraging industry-specific newsletters for book promotions, and radio advertising strategies. Kennedy's unique approach to disconnecting from the internet to maintain focus and productivity also stands out to Brunson.Additionally, they discuss Herbalife's successful marketing techniques, including the use of promotional pins and hosting opportunity meetings as infomercials. Brunson highlights potential applications of these strategies in network marketing or affiliate programs.Overall, the day with Kennedy provides valuable insights into business tactics, marketing strategies, and the importance of balance in work habits. Brunson encourages listeners to subscribe to the No B.S. Newsletter for further insights from him and Kennedy. Learn more about your ad choices. Visit megaphone.fm/adchoices

For those who have haters, enemies or competitors that are driving you nuts, listen to this sage advice from Napoleon Hill. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up everybody. This is Russell Brunson. Welcome back to the Marketing Seekers podcast. I am publishing this episode from inside the Napoleon Hill room in my makeshift library. And I want to share with you some thoughts on competitors, on enemies, on people that are frustrating you in your life directly from Napoleon Hill back in 1922. All right. So I'm working right now in the Napoleon Hill library on actually the No BS May newsletter, which is fun. Well you guys don't know, I spend multiple days each month writing out the No BS newsletter, Behind the Scenes newsletter, a bunch of other things. So if you want to hear the thoughts inside of my head, without waiting for my next books to come out, make sure you are a subscriber. You can go get subscribed to nobsletter.com, which is where we have our print newsletter. It comes out twice a month for marketers and it's awesome. But anyway, in these issues, most of the issues I have some kind of something from Napoleon Hill or someone who I respect, personal involvement things from back in the day. And today I was going through a bunch of my old Napoleon Hill magazines and this one was from 1922. And at the very beginning, God, there's so much gold here. Some of these things are in the public domain, I'll be republishing. But yeah, this is from the January, 1922 issue. And at the beginning he has the thing says, the editors thought inspiring epigrams and I actually didn't know what epigrams meant so I had to look up that word. It means like statements. So these are almost like memes or I don't know, quotes or whatever you want to call them. But they're things that he said he had gathered as he studies the motives, which actuated men and their dealings with another. And there's five or six pages of these and they're all these little cool quotes. And so a bunch of them I'm actually republishing in this month's newsletter, but there were five or six that were in a row all about enemies. And it's actually interesting because those who don't know Napoleon Hill's story, he had a business partner when he launched his first magazine called Hills Golden Rule. And then eventually his business partner screwed him over. I don't know the whole story behind it, but in fact, I have the issue. It was March, 1921 when it shifted from Hills Golden Rule magazine to the Golden Rule. And basically his partner, I believe, kicked him out. And so he did what any good entrepreneur would do. And he started a new one, so he started his own magazine a year later called the Napoleon Hill magazine. And it's interesting as you read his writings, he doesn't say exactly it at all times, but he's very much blatantly like, "Hey, I got screwed over here." Not so much that, but he's talking about the circumstances and what he's learned throughout it. But it was interesting because in this issue, he's talking about enemies. And so I don't know if he's specifically talking about the enemy who was his partner in the Hills Golden Rule magazine or something different, but he has five or six bullet points. And again, I don't know if he wrote these, if they're quotes he found from other people, a lot of them do sound like him the way he talks. The more I read him, the more I understand him and I feel like these are his thoughts. So in fact he says on here, "This is the page of condensed philosophies." And so these are condensed philosophies and there's five or six of them here specifically about your enemies. I thought were fascinating, so I wanted to share just a couple of those here with you. So the first one says, do not try to destroy your enemies. Only combat them to the point of holding them in check so that they cannot destroy you. And from that point on, thank God that you have enemies because they keep you alert, active on the job and at work on the plan to keep them from getting the better of you. This develops strength and power in you that you would've never otherwise known. And as I read that, I was like, "Oh, this is so cool." Right now, I'm sure you guys see, ClickFunnels, we're the first funnel builder. And now there's a whole bunch of knock offs and competitors and things. And part of me gets annoyed and angry about it. But then, after reading this, I'm like, "You know what? The reason why we built 2.0, the reason why we're doing what we're doing, the reason why we are about to come in and just rock the entire marketplace is because of these enemies." Because these people who are fighting against us. And so it keeps you sharp, keeps you alert. Wrestling the same thing, the better the opponents I had, the better I became because I to get good enough to beat those people. Having really easy matches didn't help me ever. It was the competition that made me great. That was really cool. Here's another one. It says, "If our enemies are constantly watching us, we are careful not to let them find a weak spot in our fortifications. And this eternal watch list develops qualities in us, which we would otherwise permit to lie dormant." Again, they're watching you, they're trying to figure things out. Don't give them your weak spots, fortify yourself against these weak spots. And again, it's going to be a benefit to you. Another one he said, "If I had no enemies, it would be necessary for me to go out and to create some because I need them to keep me stimulated to top notch speed and determine to do nothing except that which will pass inspection under the closest sort of scrutiny." Saying, you need enemies. If you don't have them, go out and create some so that you have this new pressure that's pushing you to become more, to do more, to create more. He says, "You will be fortunate when you adopt this philosophy concerning the advantages in having an enemy or two. And you may rest assured that you are developing power and bigness and depth of character. When you can smile, as you watch your enemies, trying to undermine you, knowing that your house is built upon a rock that cannot be disturbed by the destroyer." Oh, he is so good. I love Napoleon Hill. Here's another one. Never give your enemies the satisfaction of involving you in a foolish argument. Ooh, this is for all of us who get in debates on Facebook with our enemies. He says, "Never give your enemies the satisfaction of involving you in a foolish argument. You might as well know in the beginning that neither logic nor right will convince an enemy. Therefore, you will be unwise and waste much valuable time and energy if you stop to argue with a man who's looking only for arguments and not for facts." Ooh, this is so good. And the last one I'll share says, "If you have enemies who are trying to get between you and the star of your definite aim in life, you should pay no attention to the enemies, but increase the luster of that star so it will shine over and above those who would shut it off." Oh, so good. So good. Anyway, Napoleon Hill from the grave. Thank you. He's amazing. And again, one of my favorite authors. And you're going to hear more Napoleon Hill stuff from me, there's some cool things happening, cool projects I'm working on that I'm excited to share with you guys. So I hope you enjoy this episode. If you did, and you have enemies, there's some good advice for you. Don't let the haters hold you back. Don't argue with them. And if you don't have enemies yet, go create some because it will make you sharp. It'll make you better. The competition will make you better at your craft. So hope that helps. Thanks you guys so much for listening and we'll see you on the next episode. Learn more about your ad choices. Visit megaphone.fm/adchoices

A lesson that I learned from John Childers almost 20 years ago that is changing my life today.Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic MarketingRussell Brunson makes a compelling case for why you should record everything you say. He shares his experiences of going through archives, finding gems, and repurposing them for various purposes. From purchasing Dan Kennedy's company to diving into the public domain, Russell emphasizes the value of recording conversations, presentations, and even personal experiences.He reminisces about his early days in internet marketing and recalls advice from John Childers about recording everything. Russell's journey of recording conversations with mentors, creating courses, and conducting interviews highlights the wealth of content that can be accumulated over time.Russell explains his process of creating "one-pagers" from his archived content, which he can use as bonuses, lead magnets, or incentives for various offers. He stresses the importance of documenting experiences, conversations, and ideas, as they can be repurposed in the future for different purposes.Through anecdotes and examples, Russell encourages listeners to start recording everything they do, whether it's audio, video, or written content. He believes that these recordings can become valuable assets that can be used creatively to enhance offers, products, or promotions.In closing, Russell announces Funnel Hacking Live and invites listeners to join the event. He expresses his excitement for the upcoming event and encourages people to check out the website for tickets and updates.Overall, Russell Brunson's message underscores the power of recording and repurposing content to maximize its value over time. Learn more about your ad choices. Visit megaphone.fm/adchoices

If you're struggling to find time amongst all the things to get your business out there, this little hack/shortcut should help get you to the finish line fast.Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic MarketingThat was quite the podcast episode! Russell really dove deep into the process of building a business while juggling various other responsibilities. He emphasized the importance of momentum over time management, suggesting that getting started and putting your work out there imperfectly is key to progress.Russell shared his own journey of creating products and the initial failures he experienced. He stressed the need to embrace imperfection and to start selling or publishing before things are perfect, as waiting for perfection can hinder progress.His advice to start talking about your project and making it public, even if it's scary, resonated with the idea of building momentum. By consistently putting your work out there and iterating based on feedback, you can accelerate your progress and eventually find success.It sounds like Russell's friend, who's struggling to find time for his passion project, could benefit from this perspective. Encouraging him to start sharing his work and seeking feedback could help him gain momentum and move forward with his business goals. Learn more about your ad choices. Visit megaphone.fm/adchoices

As I'm preparing for our writers retreat, I want to explain the value, the purpose, and why you should be doing these in your business as well.Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic MarketingRussell Brunson discusses the concept of a writing retreat he's excited about on his Marketing Seekers podcast. He draws inspiration from past experiences, like the hackathons he used to do with his team when ClickFunnels was launched. These intensive sessions of focused work and collaboration led to the birth of ClickFunnels. Now, as they prepare for ClickFunnels 2.0, Brunson wants to replicate that level of focus and creativity.He shares insights into the process he's adopting, inspired by the Harmon Brothers' approach. They book a two-day writing retreat for every viral video project they undertake. During these retreats, three different writers work on three different scripts, each presenting their ideas to the team. The scripts are refined through iterative feedback sessions until they reach a final version.Brunson emphasizes the importance of the script in marketing and sales, highlighting that it's often more critical than the product or offer itself. He encourages listeners to consider implementing similar focused retreats in their businesses to elevate their marketing efforts from "good to great." He also discusses the significance of defining the problem your business solves and mentions seeking out market data to support arguments and create compelling core stories.Overall, Brunson's podcast episode offers practical advice and insights into improving marketing strategies through focused collaborative efforts and data-driven storytelling. Learn more about your ad choices. Visit megaphone.fm/adchoices