Episodes

  • How to use this principle to make more money, have more success, have a better relationship with your wife and kids, and a whole bunch more.

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    Magnetic Marketing

  • Another really cool insight that came to Russell while he's "meditating" in the Napoleon Hill room.

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  • This conversation comes from an epiphany I had while talking to Dean Graziosi while on a private plane to Florida, and it’s a simple insight that most entrepreneurs are probably missing.

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  • Went live on Instagram today and I want to share some of the cool conversations we had.

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  • Listen to these stories of real life, full time funnel builders. Check out funnelbuilder.com/go to learn more!

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  • Discover the 'perfect career' as a "work-from-home" funnel builder.
    Check out funnelbuilder.com/go to learn more!

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  • What to know how the last webinar did? Here are some details, stats, and a whole bunch of other cool lessons I learned along the way.

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  • A couple questions to help you to have more success and more happiness as you are pursuing your passions.

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  • On today's episode, you get to hear the final part of a recent interview Russell did with Jay Abraham.

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  • On today's episode, you get to hear part 3 of a recent interview Russell did with Jay Abraham.

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  • On today's episode, you get to hear part 2 of a recent interview Russell did with Jay Abraham.

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  • On today's episode, you get to hear the first part of a recent interview Russell did with Jay Abraham.

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  • Here's a vulnerable episode from Russell, talking about the things that he's currently struggling with in his life.

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  • A new way to look at how to structure a special type of offer inside your funnel.

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  • My thoughts after wrestling at this weekend's tournament, and how I hope this will unlock something cool for you.

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  • This is day 5 of the 5 Day Lead Challenge. If you want to watch the video of this episode or download the OnePager, go to 5dayleadchallenge.com.

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    ---Transcript---

    Coming Soon...

  • This is day 4 of the 5 Day Lead Challenge. If you want to watch the video of this episode or download the OnePager, go to 5dayleadchallenge.com.

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    ---Transcript---

    Coming Soon...

  • This is day 3 of the 5 Day Lead Challenge. If you want to watch the video of this episode or download the OnePager, go to 5dayleadchallenge.com.

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    ---Transcript---

    What's up, everybody. This is Russell. Welcome back to the Marketing Secrets podcast. Today, we're going day into number three of the Five Day Lead Challenge. Hopefully, you've enjoyed the last two episodes. If you haven't listened to those yet, make sure you get them all in order, because they all build upon each other. But this is day number three. And today we're talked about creating your lead funnel, right? Day number one we talked about the strategy of generating leads online day. Number two, we built out your lead magnet and now on number three, we're going to start building your lead funnel. This is the most basic, most simple and one of the most powerful types of funnels you can create.

    So we'll be talking about that during today's episode. Once again, this is from a video event that we did, and so if you want to see the videos and see the screenshots and get the one pager homework and all that stuff, you can get those for free at fivedayleadchallenge.com. So that said, I hope you enjoy this episode on creating your lead funnel.

    Welcome to day number three of the five day lead challenge. Have you guys been enjoying this process so far? I'm actually really curious. This is the first time we've ever done training like this where we go live every single day. A whiteboard out with strategy. We give you the tactics. We give you the one pager, and you go do the homework assignment. I'm curious and I'd love to know the comments. I'll read these afterwards, but let me know in the comments if you guys are enjoying this process. I think it's a fun, cool, new way to train. So if you do like it let me know. If you're getting a lot of value out also I'd love to be able to see it. Let me know in the comments down below. One really cool thing that I'm excited about that I'm kind of let guys know and then we'll jump into the training. As we were planing this I was having so much fun with it.

    A lot of you guys know we do a training called One Funnel Away. How many guys I've ever heard of the One Funnel Away challenge or been part of the One Funnel Away challenge? Okay, so we launched the One Funnel Away challenge, man, about two years ago now. And in the last two years over 70,000 people have gone through which is crazy. So thank you. I hope you had a chance to go through and you enjoyed it. But it's been two years and I love teaching. I get excited and like, I don't know about you. Every time I talk about something, I get off stage. I'm like, "Oh, I want to do it again. I can change this. I can tweak this. I can make it better."

    And I really decided after OFS like I want to do it again. And I'm really enjoying this process and so I talked to my team. I was like, "What if we did OFA again, but this time do it live?" And do it live over 30 days where we do the same process. So I come up here, I talked to you guys for 30 minutes or so, give you a one-pager, and give you a homework assignment and go every single day over 30 days and the end of it we do the next year, right? This whole five day lead challenge is all about getting your first lead funnel, getting leads coming in. The One Funnel Away challenge is about creating it for sales funnel. We're actually selling products and making money. So my question to you is if we were to do that, if we were to go and do One Funnel Away live starting Monday, how many has to be interested in being part of that? If so write in the comments down below 'cause I'm pretty sure that's what we're planning on doing 'cause I am really enjoying the process. I don't want it to stop. I want to do this every day for the next 30 days.

    So, anyway, we'll talk more about that towards the end of this week. But if you guys are interested to extending this experience and going from here, here is me generating leads like know how to start selling products and building out for our sales funnels? That's what the new One Funnel Away challenge is gonna be. It's gonna be simplified from the old one. Every single day, we'll have a one pager or a homework assignment and it will be really fun and it'll be exciting. So that's happening later on this week. So I want to let you guys know about. Starting next week, Monday, we're gonna start the new One Funnel Away challenge. So, anyway, that's kind of what's happening.

    All right, with that said, I'm gonna jump into today. We've got so many fun things. How many, by the way... How many guys went and did the assignment yesterday and actually got your one pager account set up and created your very first one pager, your very first lead magnet, okay? We were watching the comments and the things that's been a little bit of chaos on our side. Obviously, one pager is a brand new product. Yes, you're the first people ever to use it. And I've already seen so many people creating one pagers, people finding a couple bugs which has been nice. Let us know. We're trying to get all the things fixed up. There's a lot of cool new features and this is coming out a bit. As of right now, it's pretty cool, right? And like all the one-pagers that I'm giving you guys, I built those myself. That was me and I'm not technical. I was able to build those, it took me a little while and I had so much fun with it.

    And so, like I said, literally today I'm gonna start working on the One Funnel Away one pagers 'cause I got all the one pagers for this we had done yesterday, actually. So, anyway, I hopefully enjoyed one pager. If not, if you haven't do this homework yet, make sure you go back to day number two, which is yesterday, watch the training, get the one pager and then go and create your one pager. That's how you're taking your framework we talked about and turn it into something tangible that you can trade somebody in exchange for their email address.

    Okay, and one pager is the coolest way I've ever found to do that. So that's exciting. Okay, so before I dive into today. This is me like... One my favorite things about my role in this whole game is I get to do cool marketing stuff and then I get to tell you guys what I'm doing because I feel like I'm the wizard of all of these. Like I do something amazing and I'm like, "Hey, come down we got it. Let me show you what we just did. Okay, so yesterday we talked a lot about frameworks. Now I want to... Again, I'm gonna open the curtain and show you guys kinda what's happening, right? When we plan out the five day lead challenge what did I do? I said, "Okay, what's the end result." The end result, we're trying to get somebody, right? Just to create a funnel with leads coming in. It's okay to do that. If I was to break down over five days of all the frameworks I have, that I've taught, that I know, that I understand.

    What are the frameworks that people need that they'll have success and be able to do that, right? And so day number one, I shared with you guys the overarching framework, right? Here's the big framework of how to generate leads online. Okay, that's how day number one was. Kind of a big broad overview of like this is how it works, right? And works through all the pieces. Like you have to have a lead magnet, then you got to have a squeeze page, then you got to have an email sequence and you have to drive traffic. And so day one was me sharing the framework of the entire week, right? And then, yesterday, if you guys noticed when I taught all ideas, I had three frameworks I taught you guys, did you catch this? Okay, I had three frameworks, okay? How many of you guys remember? The very first framework that I showed you guys was my framework. I'll go back here and show you this. Let me flip my whiteboard back over.

    Okay, the first framework I talked about with you guys was this one right here, right? I'm talking about who is your dream customer, what's the result you're trying to get for them and then what are the steps to that journey, right? Okay, so that was the framework I taught you guys. Now when I taught you guys, did you notice how I taught this? I didn't just say, okay, here's how the framework works, right? The way I taught it, is first off what I did as I told you the story about how I learned to earned it, right? And then I walked you through the overarching strategy. Here's the concept of how it works, okay? And then your homework assignment, the one pager gave you the tactics, right? And I shared a ton of case studies throughout thinking of like how has worked for me and for other people, right? That was the first framework I shared.

    Okay, second framework I shared, boom was called the ultra result. Right, what is the ultimate result, right? And what are the core results? And from there what are the splint results? And from there we're gonna it and create you one pager, okay? That was the second. The second framework I taught was the ultimate result, right? And then third framework I taught was what? Boom, my framework for how to teach frameworks. Okay, like that literally it. So there's behind the curtains. Yes, there's like, "Hey, what are the frameworks I need to teach them today from my bag of frameworks and my bag of tricks and things that I have that can help give them the tools they need to be successful with day number two."

    Okay, so day number three, same as I was planning out. Okay, day number three. We're talking about actually creating your lead funnel, right? You've got a lead magnet. Now you need a funnel, this is the mechanism. This is the tool. It's gonna give somebody to give you their email address in exchange for your lead magnet, right? So it's like what are the frameworks that they need today to for just to understand for them to make sense and then I'm going to go and give them the tool, right? And so there's two frameworks I'm gonna be teaching today. Okay, so, hopefully, have seeing this like I'm practicing what I'm preaching. I'm not just pointing on my head like this is... I'm showing you guys exactly what I'm doing and hopefully this has given you a model.

    Okay, I always tell people I feel like my main role here at ClickFunnels is to be like someone who's doing things so you guys can look at it and you can model it in your business, right? Like I don't need to keep doing live trainings. I don't need to keep like... I'm fine. Like financially, I'm good, I can take a break. I can take a year or two or six years off and be completely fine. Okay, I keep doing this because I love it. Number one, I love this game. It's so much fun. Number two, I'm trying to show you guys models so you can like, "Oh, I can see I can model that in my business. Oh, I can do what Russell did over here." I can do a five day challenge. What would be my frameworks, what would I teach people, right? I can create my own lead magnet. What would I create? Russell, show me three of his what could I do for a lead magnet, right? I'm trying to show you guys stuff so you can look at it, you can think through it and figure how to model that for your specific business as well.

    Okay, and that's like you play in the game. So I keep sharing and hope you guys don't mind. I'm gonna keep on talking until I can't talk anymore because I love this stuff. I love seeing the ahas that you guys have. Okay, I remember when I first got into this game at 18, 18, 19 years ago now, and I was a young kid. I was wrestling at Boise State University and I was learning about this stuff. This is before webinars. I remember back then people did tele-seminars. And so I would get the tele-seminar recording. I had this little tape recorder that I got at radio shack and I would go hook it from my phone system. I click record and tape these teleseminars onto cassette tapes, right? And then 'cause most of them that I was in school or different places I couldn't like listen to them live and I wanted to hear them over and over again. So I taped all these cassette tapes and then I'd go on wrestling trips and we'd be in these vans, and we have like 8, 10, 12 hour drives in these vans and I get these cassette tapes out of these teleseminars I've recorded of people teaching some of these concepts when I first learned them.

    I remember listening to the tape, listening in the car with my headphones on and everyone else in the car sleeping or listening to music. I'm listening to these guys talk about these marketing principles. I remember just feeling like so alive and so excited. I'm just like this is the most exciting thing in the world, okay? And for me like I've had a chance to discover these things. I remember how excited I was when I first learned, when I first applied them, they actually worked, I was freaking out. And so for me the closest thing I can get to that same excitement is coming to you and sharing with Mike. And I see your guys' eyes light up when you get that aha moment or what are those things are like, "Aha, for me, it's like me. I have a chance to relive it again through you guys." And so that's why I love doing this and I love sharing these things and, hopefully, you guys feel that coming through for me.

    Okay, do you notice by the way when I told you guys the story of my... The framework of how to use frameworks, how I started it. By the way yesterday, right? I told you my story about how I learned to earn it. I was on stage and I was casting my pearls before swine. I told that story before I gave you this framework, okay? The pattern is repeated over and over and over again. All right, so that said now we're going to jump into today, which, again, the goal today is for us to build out our very first funnel, okay?

    So I'm gonna talk about two core frameworks you have to understand and then I'm gonna let you guys go. Probably ti's gonna be a little earlier today. And I'm gonna give you one pager which is gonna give you assignment. It's gonna walk you through tactics and you actually gonna have a chance to build your funnel today. And I prebuilt six funnels for you guys this weekend and you can pick any of the six or download all of them. You're gonna have them and it's giving you the framework. I'm gonna be giving you a new software tool that Jim Edwards built for you guys. We're literally filling in some blanks, you click a button, and it creates all the copy for every single page here inside your lead funnel, which is insanely cool and a bunch of other really cool things.

    So that's what's happening. And then tomorrow we've got a special guest coming in. It's gonna to be... I'm excited to introduce her she's gonna be coming and will be talking about the emails you send out, okay? And so that'll be happening tomorrow and then on Friday we've no special guests. She's actually flying here from Texas. She sent me a picture of her at the airport and she's gonna teach you guys how to launch these funnels and start getting traffic coming in for free. So it's gonna be a... The rest of the week will really be fun and exciting, okay? But for right now we're gonna dive into building out your lead funnel.

    Now I'm curious how many guys here who are watching, you've had a chance to read any of my books? Specifically, The Dotcom Secrets book. So Dotcom Secrets book is the first book I wrote. The hardbound version, new updated hardbound version. If you have the soft bound it's good. This one is way better. I rewrote this from the ground up I added, I don't know, I added 40,000 or 50,000 new words to this. New frameworks, new things. It's awesome, but in this book this is the book that teaches the core fundamentals of funnel building. You don't have a copy yet, you can get a free copy at dotcomsecrets.com But this is... A lot of the things I'm comes from his books. If you want to go deeper into that, make sure you get a copy of the Dotcom Secrets book, okay?

    Okay, so one of the principles I talked about Dotcom Secrets book is this concept that I call the value ladder, okay? And some of you has heard me talk about this before but this... For you to be successful with funnels and lead funnels and all the stuff we're talking about you have to understand this core principle. It's something that's so simple where when you get it, it changes everything, okay? So if you look at this, I'm gonna draw two axis on this thing, okay? Over here, this is gonna be price and this is going to be value, okay? Now if you think about it as a business owner you want to provide the most amount of value possible for people to come into your world, right? And so I think about that and I'm like if somebody comes to me like, Russell, I read your books. This is really, really cool. I want you to... What's the best thing you can offer me. Like whatever it is I will give you. Whatever it takes, I want you to just to do this whole thing. What's the most value you can possibly offer me, the highest amount of value, right?

    So for me if I was to like provide you guys a home, the most amount of value it would be basically I would pay for you to fly out here to my house, we sit in a room for a week. I would figure out what your business is, your product and I would go and write the scripts for yourselves and I'd create your funnels, I'd drive traffic, I would do everything for you, right? I guess the most value I could offer, right? If I just did the whole thing for you. And if you think about it, right? The value would be insane. It'd be clear up here but the problem is because it takes so much time and effort for me and for my staff, my team, and my everything because the price would also be high as well, right? So this will be... This would be like the most value I could possibly be... This is your smiley face. This the most value I could possibly give to you, okay?

    Now, honestly, if I was to do something like that the reality because it's just how much time and effort it would take me to provide that much value this is something that I would probably have to sell for at least $1 million cash up front plus I would say 40% to 60% of the company depending on how much I'm actually running long-term, okay? But that's the most value I can possibly provide somebody, okay? Now it's funny to think about this if I was to walk up to you on the side of the street, the very first day I'm like, "Hey, my name is Russell Brunson and I would love to build a funnel for you." If you want to write me a check for $1 million plus give me 60% of your company, I will do this for you. How many guys would be like, "That's awesome, Russell, I'm going to do it." Right, how many guys will look at me and be like, "Russell, you look like you're 11 years old. You want $1 million to build a funnel? And then you want more than half of my business. It makes no sense," right?

    Okay, the reason is because I've provided no value at this point, you have no context. Like is that a good deal or a bad I don't even know, right? So traditionally in businesses we don't just go lead with our best thing because we haven't shown value to the people first, right? So instead what we do is we come down here at the bottom of the value ladder. We say, "Okay, what's something I can do that provides value that's not gonna cost a ton of money," right? I'm gonna do something right here. Okay, so for me and for you this is like a lead funnel, right? Give me your email address, I guess the price of the members. Give me your email address I'm gonna give you this lead magnet, okay? And you're gonna get it you'll get some value from that lead magnet, right? And they get that and they're like, "Oh my gosh this is really good." And what do we do as humans? We get value from something. What do we naturally want, okay? If we get value from something or from somebody we naturally want more. So people come here to get value. This is lovely, this is amazing. That's awesome, that's cool. The next thing it say, "Okay, how can we get more value?" Okay, and now you step them up your value ladder to the next thing. That's gonna be a little bit more expensive. Okay, the price goes up but the value goes up as well.

    Okay, the good case is like you buy one of my books. My books are free plus shipping, right? So it's $10 basically you get my book. The value is here but the price is low. You get that and you read the book like this is amazing, one more. Right, these are ClickFunnel and then you come to our events and like naturally start sending up, okay? And so that happens here. If somebody gets value here they go to the next year. Boom to the next year until eventually this is not that expensive. Okay, I guarantee if I send an email to my list and say, "Hey, I'm going to be building out five people's funnels. It's $1 million down and I want 50% of your business. I guarantee I get five people within 24 hours." Okay, because there's people who've gone through this process with me who understand the value of what I bring to the table and that'd be a no brainer, okay? 'Cause they've been through this before.

    Okay, you think about this. This is true in like all aspects of life. Think about your significant other, the first time you met them, right? Okay, if you came to... Let's say you're gonna go on a date with a girl and you're like, "Hey, you are cute. The most value I can have you. I want to get married, we're gonna have a bunch of kids and then grandkids and it's gonna be amazing, right? If you said that to a girl or to a dude or whatever, they'd be like you're crazy. Like this person is nuts, right? And they're gonna freak out. So that's not how you go approach somebody if you want to date them or whatever, right? You start down here and you say, "Hey, do you want to go on a date?" Like, "Okay, how's that work?" We can go to dinner and a movie, right? The price isn't that high, the value is not that big a deal until you go on a date and then what happens. If the day goes good and the person sees value, like this was a great date. Now, I want more and you say, "Hey, do you want to go on a second date." And they're like, "Yeah." Okay, do you want to go another date and eventually there's a time when you come and say, "Hey, do you want to get married? I want to have kids with you and have a family and have grandkids someday." Well, all of a sudden that question is not this thing that freaks me out. It's like, "Yes, of course, you've given me value every single step in this relationship. I want to continue that forever, okay? So it works in relationships, it works in business, it works everywhere.

    And so this is what we have to understand. This is what I call the value ladder, okay? And so this is what we're doing here inside the five-day lead challenge. We're introducing people into our world here at the bottom of the value ladder. Okay, we're giving them something where the cost is their email address. It's not expensive. Give me an email, I'm gonna give you this thing. And if they get that first framework they get that first one page, they get that first lead magnet and they go through it and they're like, "Oh my gosh, this is amazing. I want more, I want to on a second date." Okay, I want to go to the next step. I want to take the next level. I want to do the next thing with you.

    Now, also you build this relationship and people come over and over and over. Okay, when I first launched my books and I started giving things away for free it changed my entire business, right? I was doing a lot of stuff before but I gave people this thing that read it they got value and they wanted to go the next thing, the next to the next thing and now we have clients that pay us $50,000, $100,000 a year and beyond because the value we provided at every single step. Okay, so that's what our goal is. Now a couple of things. If you read the Dotcom Secrets book I share like each tier in the value ladder there's different types of funnels associated with them, right? So this bottom tier right here, we call this lead funnels.

    I think there's three or four that I share in the book. But the one that we're gonna be going through today is the most basic, the most simple, and it's a two-step lead funnel. Okay, lead squeeze funnel, okay? So that's the first one. I list here in the value ladder. Typically we use what I call unboxing funnels. My handwriting's horrible but there's an unboxing funnels, okay? And earlier I told you guys about the One Funnel Away challenge, the One Funnel Away challenge, actually, we spend all the time at this tier in the value ladder. Okay, the sales funnel we build out is a type of unboxing funnel and that's what we do during the One Funnel Away challenge, okay? The next tier up from here is what we call presentation funnels. Presentation funnels. This is where we're selling a little more expensive things. This is doing it like a webinar or doing a product launch funnel, things like that.

    So there's different types of funnels to sell a higher ticket stuff. In the top tier, this we're selling really expensive stuff. There are different high ticket funnels that we use as well, okay? And so, again, each tier of the value ladder there's different types of funnels we use, okay? But for this training for the five day lead challenge we're spending all of our time focused at this tier of the value ladder, generating leads. Okay, and again, there's a couple types of funnels that we build but the most basic, the most simple one is just the two-step lead funnel, okay? So that's what I'll going to be creating today, okay? This is something that is not complicated, it's not hard, it's not frustrating. You literally can create this today and be done. If you create your lead magnet and your one pager yesterday you've got everything you need to have your funnel completely done, completely finished, and ready to rock and roll, okay? So that's what we're gonna be doing today for your homework assignment is actually building it out inside of ClickFunnels, which is going to be so much fun.

    I made a whole video showing you the process and walking you through, okay? So, again, that's the first framework I want to teach you guys was the value ladder. Okay, so I'll write value here so you can remember. Here's the value ladder, okay? And, again, if you want to go deep and just get more examples and case studies, Dotcom Secrets book, I share a bunch of different ones, okay? So that's the value ladder. Okay, so now I want to go here. We're gonna talk about this right here. We're gonna talking about the lead funnel. So on day one I kind of told you guys a little bit about the double your dating funnel that I found when I was first getting started. When I was first trying to build a list, right? Where Eben Pagan had the kiss test. It had never been shown yet he was like, "Step one, give your email address I'm going to teach you the kiss test." And then on page two he gave you the kiss test. That was the lead magnet, right?

    And so prior to that, before like that was one of the first we call it a squeeze page and I will explain why here in a bit. It was the very first squeeze pages I'd ever seen. Now, prior to that, I had learned about list-building and the way that people built lists back then was different, okay? Again, I've been online doing this now for over 18 years which is crazy. So back when I got started in this the game was different, right? It was way harder. This is before Facebook ads, before YouTube, before MySpace, right? When I got started MySpace wasn't a thing yet. In fact, you guys remember what the social network was pre MySpace. Okay, the OGs remember this. It was called Friendster. And we were trying to figure out how to use Friendster to build a lists. But back then it was a little differently.

    So this is what the internet looked like back then. People would have a website, okay? There's a website here and this is what my doodle of a website looks like, okay? All right, so here's the website. And if you remember this you would go to somebody's website, right? You go to Google or you go to Yahoo or Ask Jeeves or whatever it was back in the day and you go somewhere and shop this website and then what would happen? Do you guys remember this? I'll give you a hit. It was like the most annoying thing on the planet. Okay, you shop this website and like this is awesome. I'm reading a scene and all of a sudden a certain a thing would pop up and they call it what? A pop-up. This pop-up would come up and be like, "Aha." Most of times is like, "Congratulations you won. You're the 1 million visitor to our website, put your email address down below to get a 30% discount." Guys, did ever see these? And so it was like the thing, like put your email address in and click submit and you win. So that was kind of what these popups were, okay?

    And the people that I knew that I was learning from initially this is how they're making their money. This is how they're building the list. They would go and they would do pop-ups. So you drive traffic your site and they'd get a pop-up, okay. And then people put the email address and they started building a list, okay? It was interesting and then what started happening, I love the history of this. Then, remember, for me, I was like why don't have a website with a bunch of traffic to it? Like how do I... I don't want popups. And so these pop-up advertising networks we could go in and say, "Okay, here's my pop-up." I want it to show up on 1,000 sites or one million sites or whatever you put in how many impressions you wanted. So then somebody would go to random site and because I paid for my pop-up would pop up and it would a pop up like, "Hey, congratulations, thanks for coming to the website put your email address down below for this free report, for this free lead magnet," right? And so while that's what I was doing it was awesome. I was going... I was paying these networks. I was paying money to have my pop-up show up on all these websites around the internet and I started building lists and I was like, "This is so cool."

    But then what happened, okay? It started getting more annoying 'cause what would happen is that these advertisers would be like, "Well, if I can sell one pop-up for like 30 cents what if I sold three or 10 or 12?" How many of you members you go to website and seen by pop up, pop up, pop up like four or five popups pop up you're like, "What's happening to my computer, I'm just freaking out," right? Internet Explorer is crashing this a whole nightmare, right? And so it got more and more annoying to the point where like Internet Explorer and the browsers we're like, "This is done. Let's just block all popups." And instantly overnight they create these things, called pop-up blockers. They would block all these pop-ups and boom they're gone.

    Now for those who... Most of you guys were probably in the spot at a time in your life. Like thank heavens the pop-ups are gone but on the other side the marketers like me who were building huge lists of millions of people off these popups start freaking out like our lead source is gone. It just dried up, it disappeared overnight, right? And they're freaking out and we're freaking out like, "What do we do?" Okay, well, all you thought it was the end of the internet as we know it, right? And then there were some really smart people and I don't know who it was initially but someone said, what if we take this model, someone comes to the website and this thing pops up and we get their email address. What if we flip it around? And be like what are you talking about? It's like what if we did this? What if the first thing people see, instead is this page that says, hey, here's the free report, you put in your name and your email address, right? And then they click submit and then it takes them to the actual website, right? That was the premise.

    And so instead of driving people to the website and having a pop-up we would drive them directly to the pop-up. And I remember people, like this was the debate in all the marketing forums back and they're like, "No, you can't do that." You're an idiot because nobody is actually gonna see your website. And you'd be like, "Yeah, but then I can't get emails. I can't follow up with people and no one is buying. I have to follow up a bunch of times before they're willing to buy and dah, dah, dah, all sorts of stuff like that. And so this was the controversy, okay? And about those time is when a couple people started testing it. One of them was Eben Pagan, okay, the guy who own Double Your Dating. This is where he said, "Okay, let me try this." Boom, give me your email address I'm gonna give you the free kiss test. People put email in, come over here, learn the kiss test, got value and then the bottom of page sold them his ebook. Boom blew up in $20 million business, okay?

    Then other people started doing, other people start doing and I was like, "Oh my gosh, this actually works." Okay, don't think about the metrics on this, but what happened? Let's say you had 100, actually, let's go this way. Okay, let's say over here let's say you had 100 visitors come to your website, right? 100 visitors come, so a hundred times this pop came up, maybe you got like 20% of the people to put their email address in here, right? See 100% of people saw your website and only 20% joined your list, okay? And then you flip it over here, what would happen is you send those same 100 people to come over here and from here you get anywhere from who knows, let's 20% I guess. So 20% of people give you the email address, right? Then only 20% of people actually ever see your site and see, like, this is not going to work because you got one fifth as much traffic actually sees your site. But what they didn't realize is and this is what made the whole thing work is that these 20% people then gave you their email address, right?

    Now you have the email address and you can go out here and you can send an email. Okay, so like again 20% will see that. And you send the email to 20% and you remind them about the thing and you send another email and you remind them. And you send another email and you can send three or four emails push people back to this thing and you can follow up with them. And they found at the time, I don't know if the numbers are the same or not but at the time it took someone on average seven times seeing your website before they were willing to buy. So what was happening in the past is you drive, pay for that as soon as come here, pay for them and after seven times of seeing then they buy. We're now happy to pay for them once. They joined your list and you send an email one, two, three, four, and by email seven a huge percentage had bought the thing. But now you have them on your list, right? Now you have them on your list, now what you do with that list, okay? Well, yeah, you have them on your list now you come back to your value.

    Okay, they're on my list now, you send five, six emails someone bought my very first product. What's the next thing I sell. Oh, I can sell this, oh, I can sell this and all of a sudden they had the ability to now generate their own traffic. They have their own leads. They own traffic now. They didn't always have to go to Facebook or Google or YouTube to buy new leads, right? They own the list. They can say I want to send the list over there and send and they send and boom the list shows up there. I'm going to send over here, boom, and they can just send it to different places, okay? Where is this idea for five day lead challenge of two or three weeks ago. I was like, "I'm going to do this thing, we're gonna put up a squeeze page, right? It's okay opt in to this page. I sent emails to my list and 35,000 of you came and opted in. I didn't pay Zuckerberg for that list, I didn't have to pay. That came because I own that traffic, right? I control, I can send it to different places, okay?

    And so it changed the dynamics of people's businesses, all right? So you come back here. Yeah, maybe only 20% people give you email address but now it's what I'm saying you follow up, you close a higher percentage and when all is said and done at the end of the day you actually end up making more money, okay? And that was the power. Now the cool thing of the internet. Internet is actually getting cooler since back in the day 'cause now you can have these things called retargeting ads where I can go deep into this but you see this before you can put a retargeting pixel on this page. So someone comes and 20% give you their email address but then 80% leave. So 80% of people leave, right? Like, oh, they're gone. But Facebook and YouTube and Google will allow you follow those people around and keep pushing them back and keep pushing them back till you get a higher percentage of people that can actually come and put their email address in, okay?

    That's outside of the context we're talking about now but it's pretty cool because retargeting has given the ability to the people who bounce and leave to keep getting them and keep coming back and you push them into your funnels, okay? So that is what a lead squeeze is. We called this a squeeze page because traffic is coming in. You're squeezing their email address out and then you're giving them value. And if they receive value at this step in the tier, right from your lead magnet this is amazing, I want more then they naturally want to ascend up the value ladder, okay? People that came into Double Your Dating, they came for the kiss test, they read this kiss test and like this is amazing, they read down and like what else does this person have? I want more value. I want to go on second date with them, right? And at the end of the end of the kiss test, right? What would I have on offer? And he said, "Okay, well you got the kiss test. I've got this ebook called Double Your Dating for $97. Do you want to buy the ebook?" And they're like, "Heck, yeah." They bought the ebook, boom, right? And people read the ebook like this is amazing, a bunch of cool stuff that happens like cool stuff in the ebook, guess what? I've got a live event where we teach men how to do this in life.

    Okay, the live is x amount of dollars and can people come to the event. Not everyone, okay, but a big percentage of people who got value of this step want the next step. And the live event is like, "Oh, by the way he's mentioning coaching programs." Boom, push you to the next step. Okay, and that's how this game is played, okay? Now for you all you guys are going to think about it a little differently. What does your business look like? Like what's my value ladder. Like y'all have to kind of figure out what's gonna be 'cause everyone's different, right? I remember when my wife and I first got married I had not had dental insurance for probably five or six years. I got married. My parents cut me off like, "You're an adult now, good luck." So I had no dental insurance, I couldn't afford it.

    Fast forward like six years later my business is running, I have a couple of employees. My employees come to me and they're like, "Hey, Russell, since I worked for you, can I get benefits?" And I put it in context. I'd never actually had a job before. I was wrestling so I never had a job. So I had a couple of employees and they're like, "Russell, we're gonna have benefits?" I'm like, "What does that mean?" "Like benefits where you pay for stuff for us." So I'm like, "I pay your salary." Like, "No, no like dental insurance and health insurance." And I was like, "Is this is really thing." I'd never heard that before, right? And, yeah, it really is. I'm like, "Okay." So I went and we figured out how to get benefits for our employees and we got dental insurance, right? And so I'm like, "Sweetheart, I haven't seen a dentist in six years, I should go to dentists."

    And about that time I get in the mail a lead magnet. I got the thing in the mail is a yellow postcard and said, "Hey, there's a new... We're a new dentist in town. If you want you can come into to our office and get a free teeth cleaning." And my wife and I are like, "Sweet we haven't cleaned our teeth in six years outside of her own brushing let's go." Boom, there's a lead magnet, right? Okay, so we call the dentist like, "Hey, we got this big old yellow postcard in the mail and you got a teeth clean?" He's like, "Sure, it's free come on in." So we come on in, right? Boom, I get the lead magnet. The dentist or the hygienist and they're all working on my teeth, cleaning my teeth are providing what? Providing value and like getting my teeth cleaned and do all sorts of stuff.

    And the dentist comes afterwards looking to like, "Cool your teeth are clean." I just had a question for you like, "Are you a smoker? Do you drink coffee or something?" And I was like, "What?" No, I'm not a smoker. No, I don't drink coffee either." I'm like, "Why would you ask?" And he says, "Oh, well, your teeth are kind of... Just like kind of yellow. I don't know if you noticed because I turned my yellow I assume, maybe you drink coffee or smoke or something." I'm like, "No, I don't do any of that stuff." He's like, "Oh, well, if you want," he is like I can provide you more value. He didn't say that but I can give you a teeth whitening kit where you start whitening your teeth at home that way it goes from yellow back to white. I was like, "Are you kidding me? Yes, please do that." He's like, "Cool let me you a fitting for some teeth whitening kit." He fits my teeth whitening kit I was like, "Thank you so much." And so I get that, right? So he provided more value and I had to pay for that, right?

    And then while he's doing more stuff he's like, "By the way did you used to have braces when you were young?" I was like, "Yeah, why?" He's like, "Oh, I can tell because your teeth are recrowding and a lot has happened with your braces off over years so your teeth are kind of recrowding. I'm like, "Are you serious?" He's like, "Yeah, they don't look bad but they are definitely like shifting around." And I was like, "Are you kidding me? Well, I don't want crooked teeth, what do I do?" And he's like, "Well, if you want we can build a retainer for you which help keep your teeth in place or we can do invisalign which will help realign." And I was like, "Yes, please," right? And so he did what? He provided more value to me, right? And so he's going through this so by the time he was done I got done with this experience of the dentist, I leave and I write them a check for $2,000 or $3,000.

    Now am I angry about the experience? No. Why? He brought me in to this thing for free. I got value, I'm like, "This is amazing. I got a free teeth clean, it's amazing." He's like, "Hey, I can provide more value. I can make your teeth whiter." I'm like, "Sweet make them white." He's like, "I can add more value, I keep your teeth straight." I'm like, "Sweet," right? And he could have offered cosmetic dentistry, whatever the thing was, right? But he had his own value ladder. That's how he made money off of me. And then the next day my wife came in she got her teeth cleaned and she left there $2,000 or $3,000 check in the process worked, right? Every business has a value out of it. If you don't have a value ladder yet, you're probably not in a very good business, okay?

    Your job is if you're like, "What's the process?" Why are you taking people through, okay? Now, again, that's kind of outside the context of the five day challenge 'cause our goal in five day challenge is this, how do we dominate this? How do we get so much value and people are like, "This is amazing, this one page of this framework." It's changed my life. This is awesome. I got this thing, I want more. Okay, like I said in the One Funnel Away challenge, we're starting on Monday we're going to go deep into this. Right, how do you create this sales funnel? So after they receive value, they're already getting... They like have a hole burning of pocket. I want to give you money. Like, "What's the next step?" You can be like, "Oh, here's the next step?" And pushing the next funnel.

    I wish I could spend like eight hours a day going deep into that but that's what the One Funnel Away challenge is. We're starting on Monday live just like this. So, anyway, does that make sense? So those are the two frameworks I share with yesterday. Okay, the value ladder and the understanding of very basic, very simple two-step lead funnel, okay? One of the most basic types of funnels to generate leads, okay? All right, so I'm gonna show you guys what the game plan is. Now that you have your lead magnet, today's assignment is we're gonna be building out the most basic, most simple funnels. The two-step funnel, okay? On this page in the funnel you are gonna give people your actual lead magnet, okay? The thing you created yesterday you're gonna give it to them. Then come here there is gonna be a big button that says download and they're gonna download your one pager, right? You're gonna tell them thank you. We call this a thank you page. Okay, 'cause it says thank you. Thank you so much for giving me your email address here's where you can download the lead magnet I just promised you. Okay, this is a thank you page.

    Okay, this page right here is what we call a squeeze page. Okay, squeeze pages are very simple. They're very basic. The most easiest page in the world came. Okay, most of my squeeze pages take me less than five minutes to build. Okay, I built six of them for you that I'm giving you on the one pager. You have a chance to see them in a minute. Okay, basically what a squeeze page is, there's typically a headline, maybe a sub headline, a picture of your one pager and the spot for them to put in their email and click submit. That's it. One of the most simple things in the world. And sometimes like Facebook they want you to have longer pages, okay? If you do just add some more bullet points down below with more context of what they're gonna learn about in your one pager. That's your squeeze page, squeeze page, thank you page.

    Two pages, most simple funnel on the planet. You can literally create it in five to 10 minutes, okay? And so that's what we're gonna be creating today. It's gonna be a lot of fun. Now, a couple of things, okay? The tool that creates these funnels. If you know me at all, if you've listened to me, anything I've said in the last six years you've probably heard of ClickFunnels. Okay, ClickFunnels is my company. It's the tool that builds funnels. We have over 120,000 active members who use it, okay? A lot of you guys who are here already have ClickFunnels accounts. If you don't yet I'm gonna give you guys a 14 day trial to use it today so you can build out this funnel so you can have your very first lead squeeze funnel, okay?

    That's number one. Number two, one of my business partners, Jim Edwards, creates some really cool software that we can give you for free today as well. And then when go in here you're gonna take information about who is your dream customer, right? We talked about your dream customer yesterday. Who's your dream customer. He's asked you a whole bunch of questions about that. And then who is my dream customer, what do they care about and you fill out this form. When you fill out the form then there's two or three forms you're gonna fill out, you're filling about your dream customer about things like that. And then you click a button and what it's going to do is it's actually gonna write all these things. It's gonna to write the headlines, it gonna can write the sub headlines, correct? All these different bullet points. It's gonna write the copy that goes right here. It's gonna write all that stuff for you. You fill out the form and you click submit and writes it all for you then you literally just copy it and paste it. Copy, paste, copy, paste, copy, paste and now you've got a funnel that's set up and ready to convert people and they show up.

    Okay, this is called copy. The words on the page is called copy. Copy is something that gets people to do something you're gonna to do. And you can guess and try to write good copy but the software has been built for you is gonna make this copy super easy deal, it's high converting. It took the best headlines from all time. Like over the last like 100 years from the best highest converting headlines and reverse engineer in the software. So you tell them your product it'll pop out like here's a hundred headlines based on the highest converting headlines in the history of the world. And you take those and say, "Oh, this will actually go to my landing page and you can tweak it around, you can change them but it's powerful, okay? You don't have to guess and think like what's gonna work. Like the software is gonna write a copy that's gonna work for you out the gate. And we're giving that to you for free for being here. So that's a gift we wanted to give you guys 'cause it's gonna make this process simpler, okay?

    And so today's assignment, like I said, if yesterday if you did your assignment it means you already have, oops, you already have the lead magnet done. So today we're gonna build the two pages, we're gonna put the plug the copy in, we're gonna plug the lead magnet on the download button and then you're gonna be finished, okay? It shouldn't take that long. If it's your first time on ClickFunnels it might take you a little bit of time but there's a video of me walking through every single step of the process and it's not gonna be hard. Okay, tomorrow what we're gonna be doing is, after somebody gives you their email address, right? Now we have these emails that go out, right? The question is what do we say on these emails, okay? There's actually six emails we sent out initially, okay? Six emails to build relationship people and get them to buy to your next thing in your value ladder.

    Okay, so tomorrow I have a special guest, Jada Golden, who's gonna be coming and talking about what to send in those six emails. We also built software for you where you fill in the form, you click the button and it'll pre-write these six emails for you and then you plug those into ClickFunnels. That's happening tomorrow. It's gonna be really, really cool but for today this what we're doing on these two pages, okay? All right, I'm gonna have my team pull the one pager. So on my screen here this is the one pager I'm gonna give you guys today. We love one pages, they're the most exciting thing in the world. Number one you notice the very top it here it says... Scroll back up to the very top. It says your next challenge is you choose except to start sitting one phone, wait 30 day challenge. If you want to join the live challenge that starts Monday, okay, this is the 30 day challenge. We're gonna go through and build out your actual sales funnel. The second tier in the value ladder, click on that button and sign up.

    It is not... The 5 Day Challenge has been free, the One Funnel Away challenge is $100, okay? So if you want to go the next step with me, if you receive value here so far and like I want to go next to your Russell's value ladder to figure out how to build out my next and my value ladder click on that link and join the challenge. Okay, you don't have to but that's there if you're looking for it, okay? This video right here now, this is a 32 minute video of me teaching and showing the actual tactics. Okay, this is me literally going to ClickFunnels and doing it and then going to Jim's software and doing it. So you'll see me at my house hanging out with you doing your assignments. You have like, "How does work, I'm confused" Watch the video, I do the assignment with you. Just pause it copy me, play, pause, play, pause, and just do it with me, okay? As scroll down here and see what the landing page looks like we're gonna be building here. Here you get your ClickFunnels 14 day trial. Here's where you get the funnel scripts light tool that's going to write all the copy for you. And then these are six different templates I built out for you, okay?

    So there's six landing page templates that are amazing. This first right here, this is the landing page template. It has been the highest converting one for me. I will show you in the video but literally that template there over the last year has got me over 250,000 leads and I gave you that one as well. A bunch of other really cool ones are there so you can pick one of those six templates you want to use. You click on the button it copies into your ClickFunnels account and you can edit it. Okay, so there were three quick little video of me and Jim, you click on that video, it'll take you to a page. It gives you the software, it shows you how to use it. You're gonna fill in that software, click in the blanks, click submit and write all the copy for you, okay? Let's go back to the one pager. Oh, we just lost it.

    So, again, the software you filled out it'll write it all the copy and we can get back to the one pager here hopefully. He calls the back buttons. We can it get back. There we go. Oh, open a new window there you go. Okay, then you take the copy from Jim's software, you can plug it into the ClickFunnels page and then just go through. Basically, you go through the to-do list. After you finished the do list everything would be done. Oh, September 3rd, other cool thing is, remember I told you here typically I have a picture of my ecover for the thing that the lead magnet they're getting. Okay, if you want inside a one page is actually a really cool tool that will build you out. and actually ecover. You fill in some blanks, click the buttons and boom it creates an ecover that you can then put on your squeeze page here or else I give you two other resources of places you can get your covers design.

    Okay, I'm not a designer. I don't know how to design things so you can either create it for free inside of one pager or you can use some of the other resources like one is called Funnel Rolodex. Funnel Rolodex is a marketplace of funnel builders and designers who can design these things for you. Okay, if you're like I don't want to do a funnel, Russell, I'm scared to death you go to funnel Rolodex and there's, again, programmers designers you can hire to build your funnels for you. There's always people can do the ecover for you there as well.

    Okay, there's other resources as well but all of the stuff's on the one pager. This is our gifts use of scroll, go back to the top and getting rid of... Get the one pager. The first thing is, watch this video. It's gonna show the assignment and then go through the assignment. By the time you're done you'll have your lead funnel done and ready to rock and roll, okay? These two pieces will be done and you'll be prepared for tomorrow 'cause tomorrow we're going to be building out the email sequence plugging it in. And when that's done, then Friday we're gonna be dumping tons of traffic into this thing and your first set of leads will be coming through and it's gonna be fun. So with that said my team is gonna put the link down below. This link it say one pager, okay?

    Get in fivedayleadchallenge.com/clickfunnels. That is going to take you directly. It'll automatically take you this page save the page and now you have it inside your one pager your account and you can go to the homework assignment and all the other things involved. That's like fun you guys. I'm having so much fun of these. I hope you guys are enjoying today's training and all of these trainings so far. I'm super grateful. First off to have the platform be able to share this with you guys. Like I said, it means the world to me watching you guys have the aha moments like for the very first time. I still remember experiencing a lot of these ahas myself and I love giving them to you.

    It's hopefully, as my aha moments and now it's just doing the actual work and works that hard luckily. Okay, we started the most simple funnel a two-step funnel. It's very simple, it's very easy. I give you templates, we give you software and we will will write copy. We give you software to build out the ecovers, all the things you need. Again, it's all on one pager down below. So go to fivedayleadchallenge.com/clickfunnels. It'll take you to this one pager, save in your account, watch the video, do the assignment, and then we'll be meeting back here tomorrow. Same time, same place. And then your email sequences is written out and plugged in and we're one step closer to the finish line. So that's it, guys. Thanks, again, so much. Get the one pager down below and I will see you guys tomorrow. Bye, everybody.

  • 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
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    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.

  • 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
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    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.