Original subtitles

Hey, everybody, this is Russell Brunson.

Welcome back to module number two of the

funnel allergy training course, the new art and science of funnel building.

I hope you guys enjoyed the first module and that you've got a lot of ideas so far

to help you understand the core concepts.

Some of these core fundamental concepts,

that, will help you to build understand funnels, right?

Like who is your dream customer, where are they congregating, how you create a

hook story offer to grab those people and then next step is how do we get those

people result. And so that's what this whole session is

about is. Now you got this person, you, you've done

all the work, right? You figure exactly who they were.

You found where they were at.

You hooked them.

They you got their.

Attention, you told them a.

Story you may have to offer and they're like, excited now what?

Ok, now what most businesses do, unfortunately, is they sell somebody

something they like.

They hide.

Like hope the person doesn't see me again, right?

That's not the way it should be.

Ok? Actually comes into your world.

This is the beginning of a relationship, not the end.

Ok, that's difference.

Between businesses that are successful,

businesses that fail once.

You are their transactional like, I got

your money, I'm out.

I got your money, I'm out.

Ok. I don't ever want to be in business this transactional.

I want to be in a business that's relationship based, right?

Somebody comes in, they buy something, I'm gonna give them value, they're gonna

enjoy the relationship and if I do it right, they can continue to follow me on

this path because I mean if you think about.

Like the goal of business? Is not so much to make money as much as

is to change.

Something like what's the result?

What's the product? The service?

The things you can do to change.

That person's Life.

And we start.

Looking at through that lens, it shifts

everything. So it'll make more sense as we go a

little deeper in here how that how that all works, but.

So I'm gonna jump right in.

So session number two again is called the

value ladder.

This is again a core concept I thought

initiallyinthe.com secrets book and it's so fundamental

behind everything we talk about inside of funnel building.

Like understanding this core concept will make everything else simpler as we kind

of go through this.

So a couple core principles understand

before we dive in.

This is my mentor, Dan Kennedy, one of my

initial mentors and someone who have tons of respect for to this day of everybody

stuff I've ever studied.

I continue to study, I still spend the

most. And with Dan, and Dan says something

amazing. He said ultimately the business that can

spend the most money to acquire a customer wins case.

Everything we talk about in this session is all based on this principle

understanding that ultimately the business that can spend the most money to

acquire a customer wins, OK.

So that's the, that's the job, that's the

goal. That's what we're trying to do here.

And funnels give you the ability to spend way more money to acquire customer.

But before we have a funnel, you got to figure out like where are you taking

people, OK. So before we get to funnels, we start

mapping out this piece of which is called the value ladder now.

Let me kind of walk you through this process.

So this is how the value ladder works.

So this right here is value and this

right here is price.

Ok. So look at this, these axises here.

I start thinking about like my dream customers.

I want to start with this like if you could really transform and change

somebody's life at the highest level and if money didn't matter, right, or they

matter is that you're going to get somebody, you're going to change your

life. What would that look like?

And think about me in the funnel world? Like the way that I could do that is

like, let's say the way that I could, I could change life the most is let's say i

found you, right? And I say I'm going to have you fly to

Boise. So I pay for flight.

You fly over here to Boise.

You get here, my entire team.

I'm gonna see her, and we're gonna fill your product up here.

And then my team's gonna design your funnel.

We're going to drive traffic, like, doing everything for you.

It would be the best possible thing we could offer somebody, right?

And so that's at the top of the value, right?

So the value is really high.

Like, this is the most insane value ever,

where Russell does the entire thing for you.

Ok, no, obviously, if I'm going to do that, the problem is going to cost a lot,

right? Because I got to pay for your flights,

your hotel, and then the space and my team to film videos and edit videos and

to build your funnel and write your copy.

Like, all the different pieces that go

into that, right? So it's going to cost a lot of money,

right? So the values are high, but the price is

high as well, right? But in a perfect world this is what I

would sell everybody, right.

That's why I could serve somebody at the

highest level. Ok, so that's kind of the beginning part

of the value our understanding that I always tell people.

Like imagine if you just saw me for the first time ever we just met.

Hi, I'm Russell Brunson.

I know I look like I'm 11 years old, but

I'm actually this.

Funnel, nerd and.

I'm really good at things like that, and if you pay me 1000000$ + 30 % of all

sales come to your funnel, I will build you a.

Funnel a fly out here.

People do all the work.

What do you think? You like wait, what?

Did you say 1000000.

Dollars. No, 1000000$ + 30 % of all

revenue you ever make from that funnel.

Any lead that you sell after that funnel,

that's what I charge for.

This you'd be like, you're insane.

You look like you're 11 years old.

I'm giving you 1000000$ cash that

hopefully you build a funnel that might work right?

Because this is because it's too high.

Like most people are going to say no.

That offer because why? Because so far we haven't received any

value. Like you have no relationship.

Like why would I pay this person 1000000 bucks?

This makes no logical sense right so the perfect world, I would just sell my best

thing. In reality that's hard because of that,

right? Because the price is so high.

So what we do instead is we build what we call a value ladder.

So we value ladder works is I start down here and i offer something.

Where the value is good but the price is low, right?

So this is like a small price.

This is like your big price gets

expensive and price, you know, value goes up here as well.

So over here, let's say i came to you and said, hey you should buy a copy of my

book it's called dot com.

Secrets, it's amazing right it's?

This is the bottom of the value ladder and you're.

Like, OK that.

That's awesome. I'm like ohh it is.

Just trust me.

Ok this is a book.

And so The thing is this, it's free, discovered like seven ninety five

shipping handling. So the price is low, the value is good,

you get the book in the mail you're reading like Oh my gosh, this, is so

great. I want like this looks amazing.

I got so much value from this.

Then guess what happens inside your mind?

You're like, that is awesome.

I got so much value.

I want more.

What else does Russell have?

Right, and start looking like what else Russell have all sudden you start.

Looking and. Us humans we always use, we naturally

send up. We want more stuff.

Which are looking well this book was Good Russell have and so you say well the next

step is he's got this over here it's it's more expensive here to get more value.

So maybe this is like you get a home study course right.

So say home.

Study course, right?

Do you get home? Study course.

You go through like that was amazing.

It was awesome.

You're like, what's the next tier like? Oh, you think that was?

Good you should come from hacking live because the price is more expensive, but

there's more values come to FL and.

You go through here and eventually.

You get spot.

You're like, I'm going to give Russell

1000000$ because I've written value every single step along this value ladder.

And so anytime you get there, you're like, man.

I made you know I made this money here.

This is my like all along the way.

They're more likely to say yes to your higher and offers.

Ok, you think about.

This just human psychology.

Like this isn't just true in business, is true in all things in life, right?

I know in session one I gave you as an awkward example of me dating, which was

really awkward for me.

Explained probably worse for you guys

listen to let me give you another one.

So imagine the value ladder when you meet

someone the very first time, right? So I met my wife and I was like, Dang,

she is cute if I'd walked up initially and be like, hey Joy, married, have

babies. She like what?

Like you're a creep and shooting ran away, right?

So I didn't do that luckily.

Instead, I was like, OK, making our

offer. Colette, I want to take you on a date.

And if we do On this date.

Here's the offer.

And I created this offer.

A whole bunch of value.

I tell it to and she's like, all right.

Well, on a date with you, Mike Sweet

right. She took the no brainer off right here.

The equivalent of like a book like, i'll give you 7.

I'll give you 10 bucks to try to book.

Maybe it's good.

We'll find out.

She go On this date.

We have an amazing time.

It's a great experience.

And then what happens naturally if she if I if I get value she gets value.

Will have value.

This thing, then naturally she's in one

more. And I'm like, hey, that was really fun.

Like I did a good time.

Like hey, do you wanna go on a date next

week? She's like, yeah, I would love to and

I'll send it moves to the next step, right then maybe the next week, one day

and. Then the doorstep.

I give her a kiss and then both get value.

Like, that was awesome.

They go the next thing and eventually

somewhere down the line I say, hey, do you wanna get married and have a bunch of

kids together? She's like, I would love to.

And we get married now.

We got five kids together.

Ok, but I didn't.

Lead with that right you lead down here.

You bring somebody and you provide value and people naturally want to send up your

value out.

So same way happens in relationships is

the same way it happens in business.

That's like.

Could understand. So that's the value ladder is we're taking someone on this

journey, right. Somebody comes in like from last module.

They see the hook, the story they off they come and they get the bait, they buy

the book.

We're going to 1st date whatever the

equivalent is for your business.

They come into your clinic and you adjust

them or they come in for free teeth cleaning, like something happens, they

come in. Now it's like we've started the

relationship. Again, this is not the end.

So many transactional businesses think that this is the business.

This is the end.

Ok, it's like no, this is the beginning,

this is the.

Beginning of the relationship.

Now it's like how do I provide value? How do I take him up here?

Ok. And so to do this correctly, you start think about your business a little

differently and that's why I'm going to go deep into your with this whole value

of. Presentation, so here's kind.

Of a doodle of what a value ladder looks like.

I'm going to share some examples.

Of value hours I've been through.

I want you as I tell you to start thinking about it, and the better.

The more you get used to understanding the things, the more you can start like

seeing them all the time.

Whenever I tell people the first time

it's like a magic trick.

And then they're like I get messaged on

Instagram and Facebook like Rossi, just the coolest value ladder.

Today they check this out.

I'm like, oh, that's amazing, we all geek

out together.

It's fun.

So for the first.

Time I ever saw this is right after my

wife. I just got married, I started this

company and at the time it was just me and our selling stuff.

And then I was like I need a hired employees, hired my first employee and my

second. And we had you know handful of people and

they asked him to like hey do we get benefits?

I'm like I don't know what that means.

I think the benefit of hanging out these

pretty awesome right.

And they're like, no, that's not awesome.

I'm like what do you mean benefits? Like well, in the real company there are

there you know we get dental insurance and health insurance, things like that.

And I've never had a job before, so I didn't know how that works.

I was like, oh, we figured out.

So eventually we figured out a way to get

dental. Insurance for everyone.

That was our.

First big benefit.

So we got dental insurance, and then I got a postcard in the mail.

It was like, hey.

Coming for free teeth cleaning.

I was like, Oh my gosh, so this dentist had a postcard, said free teeth cleaning,

got in the mail.

I was like, OK, I have dental insurance

now. I got free teeth cleaning.

I'm in.

So I remember I went to the dentist, I

went for my free teeth cleaning, took the card in there, they went to clean my

teeth. I was receiving value.

Like this is really great.

And as I'm getting my teeth cleaned, I

remember the dentist asked me something, maybe this hygienist Cammack.

It's been a little while, but the basic access that so do you smoke, drink

coffee? I was like, no why?

Like, oh, well, your teeth were kind of.

Yellow, so I assume.

Maybe you were smoker.

You drink coffee.

I'm like what? But teeth are yellow.

Like yeah but that's OK.

If you want we have a teeth cleaning kit.

We could like give it to you and you can clean your teeth and like ohh yes like

please like yes, give.

Me, give me a teething click, right,

teeth cleaning kit.

And so they said, you know, they told me

that. I said yes, give me the thing.

They sold me boom.

And I got the teeth cleaning kit, right.

I moved up the value out.

I spent more money, price went up and I

got more value.

Then they're cleaning a little and said,

hey, did you have braces on your kid? I'm like, yeah, I did.

How can you tell? Like Oh well, your.

Bottom teeth are crowding your top.

Kind of shifting a little bit.

I was like wait, what? Like yeah.

But you know that's it's like don't stress about you want there's invisible

line. There's retainers like we can do like

tell me about that tell me those kind of things and eventually and get it back.

Then I got a retainer recently I got Invisalign to help straighten my teeth

right and boom there's like I don't know how much it cost 3000$ thing there.

And I get mad.

It's like no, I got the price went up,

but I would see more value now I got white teeth, I got straight teeth, OK and

luckily for me I have to have cosmetic dentistry.

That's like the next step, right.

You get cosmetic dentistry and you move

people up this value ladder.

So if you look at the typical.

Highlander for a dentist.

He's right here, right?

Comes with tea cleaning, there's writing, there's retainer, Invisalign cosmetic

stuff, and they have a continuity program built in as well, where every single six

months you come back.

For new teeth clean, new teeth cleaning,

new teeth cleaning.

Ok. So this is the value ladder of a

dentist and this is a pretty established thing, right?

There are more advanced markets that understand these principles inherently

and they haven't set up and they do them in dentists.

One of the great examples of that, right, they do it over and over and over again.

Ok, so that's the value ladder for dentist.

Ok. And I want to start you start thinking about different value.

That you've been through.

Ok, here's the value ladder for an

author, speaker, coach, consultant.

Ok, you probably seen this live.

If you come into my world that all our other speakers or authors or things

you've tried to lead right a lot of times they come in with a free with the book

offer. If they send it to home.

Study offer they there's a live event and there's a mastermind, right?

There's ascension that goes up where the value goes up and the price goes up.

Ok one of my favorite examples this are Stacey and Paul Martino.

There's some inner circle members who recently moved to Boise idaho which is

awesome, and Stacey actually spoke last final hockey live about the value ladder

and had her speak.

They have one of the best value hours

I've seen in our in our community.

But also she had a really unique way of

teaching value ladder.

She called her value ladder the yellow

brick road. Ok, and she said if you think.

About it, she said.

Every single customer comes to you.

They have an Oz they want, right? You guys are here listening to me

because. You want to grow your company through

funnels, right? You want to make more money, you want to

get more customers, like that's your OZ, right?

So the value ladder is me taking you on this journey to the Wizard of Oz.

Ok. And so talk about.

Yellow brick road.

Then she showed hers and this is like their yellow road right,

If you look at this.

Image is so awesome.

Like it starts down here with Dorothy and then it moves.

Up to Glenda the witch and then the people on the journey and like this whole

thing taking.

Them taking their customer to Oz.

Ok, so this is kind of their past showed a final hockey live and then you check

this out. This is their company.

They come in and there's a free web class.

They move to their relationship, breakthrough, Quick Start, and then

they're retreat. And they're level one, level 2, level

three, level. Four like this is their yellow brick road

to Oz.

Ok, so I kind of doodled it out so you

can see it inside of our context.

This is their relationship.

I'm a value ladder and right now they just recently launched a new tier of the

value ladder, a free tier that moved down one level they dropped down.

They've got their podcast, it's a free offers from there it sends people to 14

day boost challenge and from there the Quick Start Home study and then their

relationship breaks the retreat from their relationship coaching program.

So they're sending people through this relationship, OK, it's not a

transactional business. Someone comes in once and they leave.

They come and say look your customers now we want to serve you.

The highest level, like what else can we do?

What can we do? What else can we do?

That's why it's so vitally.

Important in the session we did.

A session number one track about finding your dream customer and finding somebody

that you love to be around, that you're obsessed with.

You want to serve them all levels because if you get the right person.

This part of your.

Business becomes so much fun every

morning. You wake up like, how else can serve in

house? Can I serve him?

His whole entire training we're doing right now all came out of a question of

like the New Year starting, a lot of our communities struggling still with the

core fundamental principles of funnel building.

Like, what do we do? Let's do a course called analogy.

Be amazing.

We'll do a live over three days and we'll

turn to a course later and like, and boom, now we're here, right?

Because it's always with me being obsessed with you.

Guys, my dream customers.

People actually care about.

So for Stacy and Paul, they're helping people that have relationship problems

and they got really cool process.

So you know they've helped save over

10000 thousand marriages and they do in a way it's.

Very unique. It's not couples counseling.

In fact, they say that if you go into

counseling. The two people.

Are involved, it always falls apart.

Yes, we're relationship transformation

where just one person is involved.

So they bring people in to come listen to

their. Podcast and listen like Oh my.

Gosh, this is amazing.

They tell their own stories that break

false police, they break false epiphanies, they provide value and then

like hey, if you like this stuff come up in our 14 day boost out boom,

They come up and then they're.

Thinking how can we serve these people we

love these people, help their marriage, their relationship.

We do always make home study program.

Ohs do a live event.

Ok, and they kept creating.

These things to send people up towards

us, OK. So that's the power of value out of you

guys. You get the right dream.

Customer value becomes fun.

It's just how else can we serve these

people? How can we change your life?

What's their oz? Can we think about what's the odds of my

customer? The more this?

Becomes easier like, Oh well, this is the process I'm going to be taking people

through. Kent, this is my buddy Chad Warner.

He's a chiropractor and when I first met Chad.

He has business.

Was kind of struggling and it was funny

because we were always talking about marketing and funnels and all these kind

of things like well, how is work my practice and I saw I kind of started

going just to see how his whole process worked and a customer saying that they

come to the clinic, he would do adjustment like a 50$ adjustment takes

like 3 minutes to just somebody and then send them home and.

Hopefully the person come back next week, give me another adjustment, like that's

kind of the process of their business.

And I was like, that's like that's what

chiropractors do. I didn't really know.

I'd never been around chiropractors before.

I really met Chad.

And so that was kind of the businesses.

As I knew it, and I remember about the time, this is probably before the London

Olympics, I was.

I had a crazy hair and I decided I wanted

to try to compete for the Olympics and so.

Instead of doing.

Normal people do and like plan things

out. I called up the Olympic Greco wrestling

coach and I offered him a job, moved into Boise, idaho bought a facility, hired all

the guys who wrestling on the Olympic RECO team and flew them boys.

He gave them housing and shelter and gave them jobs and I was like alright now I

can compete for the Olympics.

I got the whole team here and so we

started competing and it was really fun and we did it for about 7 or 8 months.

There's a whole other back.

Behind that of why I never made it to

Olympics and why we end up shutting it down.

But in the interim while we were all training, I was training and figure

things out. We used to have a chiropractor to come

every single day after practice and adjust all the wrestlers.

And I remember one day the chiropractor, she wasn't able to make it.

She called the guys like hey, I can't come in because of whatever, everything

like Oh no worries.

And so Justin Reese when the guys on the

wrestling team, he literally opened up YouTube and started watching YouTube

videos like how to how to do a chiropractic adjustment and he watched

two or three videos and he got.

Ok, I know how to do it.

He got all the guys lined up and he started adjusting everyone on the team.

And I'm watching the amazing like, First off, is he gonna kill these people?

He's gonna break their neck.

Like, he's a big, you know, he took third

in the world.

He's guys like a big, huge, probably the

strongest, scariest man you'll ever meet if you met him on the street.

Also like the nicest guy ever.

But, like, he's adjusting all these

people. I'm like, we're either have someone, you

know, going, having some problems or something going to happen.

But just everybody, everybody's fine afterwards.

Remember that night I called up? I called it Chad, doctor Wolner.

I was like, dude.

This is the funniest.

Thing I knew he was gonna be mad, but I told him I was like.

Justin's watched a video about.

How to adjust people.

He adjusted everybody like and I was kind of laughing and he got so mad.

He's like, he's like First off, he shouldn't be adjusting some without an

education like all these things.

I'm like, no, I know I told you were

completely right. He was stupid.

He should not have done, that, but you know what?

I want to point something out to you real quick.

The only thing that you sell right now, Justin was able to learn in about 10

minutes on YouTube, and now he's able to do it as well.

I said when you were in medical school doing all the stuff that you did to

become a chiropractor, you learn anything else besides how do one little?

Thing he's like, yeah, we learn how to do this and this and like.

Nutritional things, how do this and there are all these things.

Going on and on and on and on.

After about 5 minutes from spilling all

the stuff you learned that he was capable of doing, I stopped him I said.

Then why are you only selling one thing? Why are some adjustment?

Like what other value could you actually provide your dream customers?

They come in the door.

It's like, Oh my.

Gosh, I never thought about that before we started thinking, we started.

Talking like what else can? You like, why could make a Wellness

program. I could do this.

I could start looking like what can you create people create down here and also

shifted from like all we do is we sell adjustments.

Ok. This is a typical chiropractic value ladder always sells adjustments to like

what other value can provide your dream customers.

They're coming to you to try and get relief.

What's their OS.

Ok, the trying get healthier, trying get

happier, trying to lose weight, trying to gain weight.

What's like what's? The odds for your dream customers coming

in now let's create different products, different value, different things on the

value to help them to get to their to their end goal.

And so from that Chad created a whole bunch of things.

Create free information, massage, health assessments, Wellness program is a whole

bunch of things and build out a whole value ladder.

And now Chad they will spend more money to acquire customer than any of the other

chiropractors in town.

Ok, because now he's just selling 50$

adjustment He also sells a 5000$ thing in a 2000$ and a whole bunch of other things

as well.

Ok. See how that works.

Ok. So that's the process of value out.

So the question is like what is your

value ladder look like? Ok. The first thing I want to talk about,

help you understand this is as talking about what you value a lot of look like

is you got to figure out the Oz for your customer, right, we're always thinking

about. Like, what's the product we're going to

sell? What's the?

What's the offer we're going to make? It's like those are parts of what this

game is about, but the real game is what's the odds?

What's the end story? What's the big?

Result we're trying to get for somebody.

Ok. And so we do that by creating what we

call a value ladder mission statement BLMS.

Ok and this was.

Not in the original original.com

secrets book, but as we started building more companies or last five or six years.

We found out.

How vitally important this was, and now

it's in the new version.

You guys see when you get, when you have

a. Chance to read it, but what a value.

Ladder Mission statement is this is the mission statement of your company.

You all times people will come to me and they want me to invest in their business

and they send me like here's my business plan it's like 800 pages of just like

fluff about like oh the industry bubble and all these things.

I'm like, can you doodle on a napkin? And if it doesn't look like a value our

you should probably just leave it like this is the blue like this is your

business model for? Me right.

Like something come in and then we're going to send them here and here to here.

And then the whole thing is the whole is like your value, your value ladder

mission statements, like what's the end goal of this whole?

Thing right. If I'm in business to sell people

something, make money like I'm not a good business, right, if I'm in a business to

help people to do something, to get to certain.

Oz, that's the kind of business that actually has, meaning, and value in the

world beyond beyond just making transactions.

Ok, so this will the value ladder mission statement looks like, OK, we help

somebody, our dream customers help our dream customers to get this result

through a certain vehicle, through your specific vehicle.

Ok, so if I was a dentist, I'd say something like this, we help.

Families in our community gets our dream customers to increase their confidence.

That's the result they want through creating a beautiful smile they're proud

to share. Ok, could be an example of value, our

mission statement. So everything we now do inside of our

business comes back to that.

Ok, is this offer, is it helping?

Comma our community increase their confidence.

Beautiful smile in this line.

Yes it does.

It makes total sense.

This fits inside our value ladder.

Ok, what does people have? Things are value added.

They think they put in there.

It's gonna make more money.

It's like this doesn't.

Fit into your mission statement of value

ladder. This is the mission of your whole

company. Like it doesn't fit in this thing, you

got to get rid of it.

In fact, this year you probably notice

we've got a lot of things out of click phones, things, software features,

coaching programs, which we did in the past.

We got rid, of, because it wasn't fueling the value ladder mission.

Statement, OK. So here's the value ladder misstatement.

For click funnels, we help who my dream customers.

Visionary entrepreneurs, my dream customers, we help them do what?

Ok, the Oz is to grow their companies and they can grow companies a lot for ways

they can do it through different channels or vehicles, but I want them to grow

their. Companies through my specific vehicle,

which is a sales funnel.

Ok, so help visually entrepreneurs grow

the company through sales.

That's the.

Value our mission statement.

My entire value ladder.

So as I'm designing.

Any product or program or service or

software or everything comes back to like, does it fit into the mission state

of our company if? Not then it doesn't it.

Doesn't fit. There's not a point.

There's not a purpose for it ken.

So we fulfill our value out of Mission Santa, whole bunch of stuff through

books, online courses, live events, through software, through coaching,

through mastermind groups.

These are all things we do to help people

to achieve our value.

Our mission statement.

Ok, if you look at our value out right now, it's very simple, OK?

I've had times in the past, my value, our super complex, we've called them value

mazes sometimes where even customers get lost going.

Through different channels from places over the last year we've been simplifying

and chopping and simplifying and chopping and simplifying chopping.

And for the most part, in fact, not all of this has been released yet, but.

Well, like I have this year, the last step will be released, but this is our

value. Lower now on the bottom tier, we've got a

whole bunch of.

books.com secrets expert secrets traffic

seekers lead for like all of our front end.

Books that people come, in, for very low ticket they receive value.

If they like that then we try to get them on the next step to heyifyouthought.com

secrets is good.

You should try our software called click

phones. It's amazing.

It's 97 bucks a.

Month uses to build your funnels.

Ok, if they like click funnels or next.

Goes to send.

Them up to the next, which is click funnels platinum and a lot of you guys

are in close platinum.

It's two hundred ninety seven dollars a

month you click.

Don't be an unlimited account.

Click phones.

Plus you get funnel flicks, all the

training, and it's the next level, next tier.

Ok, so that's the next.

If you go there, you get a bunch of value

and like, this is amazing.

All this training on this programs,

everything. Plus all the software.

Upgrades, then hopefully you'll send it to the next.

Level which called clicks.

Collective which is not live yet so I

can't tell anything else about it, but it's amazing.

I promise you that, OK, but it's simple OK, you're value letters in the 8000

steps. Ours has four where a company is well

over a hundred million dollars.

A year, OK.

Simple value ladders that you take people through OK,

All right. So your value.

Letter is your business plan.

Ok. And if you? Look at this.

You Vilar comes in, there's free offers, there's fronted offers, there's middle

value ladder offers and there's back end offers.

Ok, I'm going to go a little deeper into this because for each tier of the value

add there's different kind of funnels.

You I'm going to talk about in a minute,

but the first thing I want.

To this is the caveat that everyone talk

about value adders.

I get a little nervous about is I show

people. This they're like.

Oh my gosh, this is really total sense.

So what that means is I'm going to create

a huge coaching program, going to create some a live event and a home study course

and a book and they get there and.

Like this is everything OK?

This is my business model and they're like, ohh, my gosh, that's a lot of stuff

to create.

And they go in, they try to launch all

these things at once.

They're creating coaching programs and

mastermind groups and home study courses and events and everything, and they never

get out the door.

Ok, the value ladder is your business

plan. This is where we're going.

This is not where you are today OK, You can ask.

Any of the people that remainder circle for the last five or six years, that was

as I was running it.

I was told people and said look.

When you come in inner circle you're.

Allowed to pick 1-1 tier of the value

ladder, and you're allowed to only focus on that one offer.

That one funnel tells me at least.

1000000$ after it's made 1000000$ then

you're allowed to do funnel number two.

Because all of them have the same

problem. Guessing you do as well.

What happens? Get excited like this is amazing.

And they build a funnel, they make like, they launch it, they make like 30 grand

or 100. Grand like this is awesome.

They make another.

Make another funnel, they launch.

Make 2030 grand.

They another one they can do it and then

companies never grow, OK? And so for all of my came in, like most

people they first came in the room.

First thing we do is we killed 90 % of

their funnels, say folks on just one and then that's the only one.

Allowed to focus on those made 1000000$.

Soon as you get 2 Comma Club award then

you can do your second funnel but not until it.

Hit 2 comma.

Club and always, like Phil, handcuffed.

At first and then.

Free later on.

Realize ohh my gosh, I just gotta be.

Creative and figure.

Out more ways to sell this.

So that's the big key is that for all you

guys are not going to have you do all of these.

You're going to.

Pick one and you're focus on that until

it's too. Comical then you're allowed to number two

OK. So this is the business plan.

This is saying, I know I'm going here right now, OK, but where do I start?

For most people, I recommend starting in the middle of the value ladder.

Ok, and I'll show you guys what those look like here in a second.

But it's easier to start.

I mean, something's like.

You know, 500$ maybe two thousand, dollars something like that.

Selling through a webinar or a presentation or.

I'll show you the funnels here a little bit, but starting there in the middle,

have that be your first funnel and your focus to your first million bucks is

usually the best.

Then from like for example, we launched

click funnels. Guess what we did, we had a thousand

dollar version of click funnels.

I know I did a webinar at least one a

week, usually three or four a week, every single week for an entire year until

we've done over ten million dollars in sales.

And then I went down and I launched the.com

seekers book.

Ok, I didn't.

Launch them all at once.

Ok, for so many reasons.

One is then you're acting like driving.

Ads this and this and this and it's just.

Everything is watered down.

You don't succeed.

You're not focused.

Focus on one funnel.

That's a million bucks.

That's the most likely to be successful.

Ok, so don't get stressed out.

Looking at my value out, I'm like I'm.

Going to create all this crap look at and say this is the.

Future over the next five years, what I'm going to create, OK for next year I'm

just creating this one.

I'm creating a webinar, I'm creating a

course and I'm creating a whatever and focus all my energy, all my effort on

that one funnel to focus on it ross keeps saying I'm 1 funnel way.

I'm one funnel away 1 funnel way maybe knows.

He's talking about maybe he's coached thousands of people.

To the two comma club maybe? Maybe I was gonna pay.

Attention to him and just focus on the one tell you 2 comma club and then it's

like. I have all this built up.

You know all this built up like demand for something now isn't released next

thing. Ok Liz Benny is an example of this.

Liz first came into our world.

She came in right before click phones

launch. She's one of our very first people ever

on the platform.

Still one of my favorite people this day

and lives lost your very first webinar and she focused on and she sold and sold

and sold a thousand dollar she.

Got over a million dollars.

And she passed 2 comma club and she was like OK, now like what do you want to

create now? She's like, my people are freaking out.

Like what do they want? They want a coaching program.

Like how do you know? Like they keep telling me every single

day. I said yes, now is the time you release

the back end of your value ladder because.

There's so much built up.

Demand and attention.

People want it.

And that's easy to get.

Like, hey.

I got 25,000 thousand coaching program.

Who wants in and? Boom overnight you do more money.

In one email they did the entire year prior year to it, right.

I remember Justin Terry Williams on the real estate market and same thing that.

3000$ course they're selling like crazy and then they came to our first inner

Circle Media said you launched 25,000 thousand our course and remember they

looked at me and say, well, nobody would buy twenty five thousand dollar course i

was like. How much did you spend in this room at a

time? Inner Circle is 5 grand she's like.

And I came here, just her terror was like, oh, we paid 25 grand.

I'm like, OK, so you paid for it.

Now you just got to believe.

People pay you for it and so that night they went to hotel room, they sent out an

email and I think I got 16 people to pay 25 grand from the one email OK, but if

they were just started with that they emailed their non existing list run

Facebook bats to 25,000 thousand program it probably won't happen why?

Because people it's going straight here.

They didn't have any.

They build up any value yet you start some like this, you build up the value

then you're like here's coaching program.

These people will go crazy for it.

Ok, that's what I was tell people like when you start your company it's like you

have a big.

Boulder and you're pushing up a mountain,

you're pushing, you're pushing.

It's like harder.

It's like hard, hard hitting the top mountain.

And it goes over the edge then it starts taking off like crazy right?

Hardest things in your first two comic club because you're putting all the

effort, you're pushing this thing you said after self self.

The top you got a thousand customers paid you a thousand.

Bucks that's like, here's a coaching program and boom, overnight 30 people pay

25 grand.

It's like who takes off and then the next

thing you sell next you sell becomes really easy.

So the from zero to 1000000 bucks is the hardest part.

After a million it's easier and easier and easier to start growing your company.

Ok, but the hardest part is this phase, right?

Here, OK, but so that's why you.

Got to focus here if you're trying to do

this and launch this and write a book and do this all same time.

None of them are going to work.

So one funnel, you pass 1000000 bucks,

OK. Now when do you come?

Back start adding these other things.

Ok.

What happens is.

Potentially if I have let's say it's a

webinar funnel or presentation funnel, I'm driving all the adds to it.

Eventually you start getting ad fatigue, OK, where I've like we had that same

thing with over ten million dollars in click funnels and like the ads started

fatiguing. So many people seen the ads.

So that's I said OK, you know, I need something new, a new hook to grab

people's attention. Let me come down the value ladder and I'm

going to launch a book and launch the dotcom secrets book and boom that is when

it out and took off.

Now people bought countries work.com

secret book and they.

Had ascended up to the next thing.

Ok, right, start here, started in the.

Middle so I would.

Recommend for most you guys to start in the middle of value ladder.

That is the core focus point.

Get 2000000$ in sales, get your 2 comma

couple award. Come on stage me like get your award and

then after that then either go upmarket upstream right you do high end coaching

program or high end back end offer or go down.

And make front ends to get more.

People into you, into your big one, OK.

But that's kind of that's the smartest way strategically to use your value

ladder, OK? So I want to put that out before everyone

stresses. Out like I got to make 5000 funnels.

You're just going to be doing one, OK.

Alright, so there's the value out of the

offers, the value ladder.

Now one thing I understand is that each

tier of the value ladder here, there's different funnels to sell each tier.

Ok, so there's different types of funnels for each step in the value ladder.

Ok, so the bottom of the value ladder.

Ok, I'm trying stuff.

Here I call these lead funnels.

These are funnels.

I'm getting leads to come into me OK now.

There's a lot of types of lead funnels.

I would say probably you don't know exact.

Percentages on any of the things so.

Don't trust my percentage numbers.

Over the next like 5 minutes I'm talking about.

90 % of all people who are generating leads are going through one of these.

Type of lead funnels.

Either a traditional lead funnel, a

survey funnel, or summit funnel.

This is what lead funnel looks like so,

A survey funnel.

Looks like this is what someone.

Looks like OK.

And by the way, tomorrow, tomorrow's

first session, I'm going to lead funnels.

I'm going to go deep into lead funnel,

survey funnel and something.

To show you how it works.

So each page what they do, show some examples and case.

Studies so you be able.

To see exactly how all these three.

Types of funnels work.

Ok. So that's the bottom tier is lead

funnel? As you go up the value ladder now, so

spending a little.

Bit more money.

Their money because Lee funnels, there's no money trading place.

You're saying give me your email address and I will give you this thing.

This is that's the offer right, because that's the first year we moved the next

year, this is I call them an unboxing funnel.

Can unboxing funnel is where the lower ticket things down here right?

So for example the three unboxing funnels, the 90?

Percent of people use.

Again, I have no idea, but it's pretty

much the majority.

People use one of these funnels to learn

boxing funnels. It's a book.

Funnel if your info product seller it's a cart.

So that's a book funnel looks, like, it's a cart funnel if you're selling ecommerce

physical products.

If you look at this notice this.

Book funnel and car funnel look almost identical.

There's one big difference about tomorrow between a book funnel and cart.

Funnel, it's one, it's a huge difference, but it's like it's almost everybody

misses it. So I point out they're like, Oh my gosh,

are you serious? That's it.

Ok. So that's the second session.

Oh, sorry, the book funnel, chart funnel and then challenge funnel.

These are the three core unboxing funnels we use over and over and over and over

again. As I show you guys, just look at all my

phones like, oh, that's all that Russell's doing, just those 3 funnels.

Ok. So I'm going.

To go through tomorrow afternoon after

lunch and. Go through those 3 funnels with you, the

book funnel, the car funnel and the challenge funnel.

Ok. So that's the unboxing funnels then the next.

Year the value lottery code to the presentation.

Funnels and this.

Is again where most of you guys are.

Not everybody is starting boxing funnels and some of you are presentations, some

of them start phone funnels.

But for the majority say, I'd say 2/3 of

you guys, I'd recommend starting at a presentation funnel, OK.

So presentation funnels, different kinds, there's sales letter funnels look kind of

like this, OK.

There's webinar funnels look like this

and there's product.

Which funnels? Ohh, there's sorry, Ottawa

around funnels.

I forgot, I slipped in case they're

similar. So there's webinar funnel, auto webinar

funnel. And the last one there is product launch

funnels. So the majority of people selling

presentation funnels, either the sales funnel, webinar funnel or product launch

funnel. So on Saturday morning, I'm going to go

into all of those deep.

I'm gonna show you deep dives, how they

work, the intricacies between what happens each page, what the scripts say,

etcetera, etcetera, that's happening there.

In the presentation style funnels, OK.

And then the last type of funnel here on

the back end? Our phone funnels this is where.

You're generating lead online and you're taking them offline.

You're calling on the phone and things like that.

This is where the phone funnel funnels look like.

And so on Saturday after lunch, I'll be showing you guys the phone funnels I'm

going deep into.

That how they work the.

Scripting all those kind of things.

Ok, so if you look at the value ladder.

These are this is.

What the value looks like the front end

value ladder lead funnels as you move up to go to unboxing funnels from there go

to presentation funnels and the back of the value ladder our phone funnels, OK.

And so as you learn about these, I want you to understand these are the.

Three four six nine ten these 10 funnels constitute pretty much every funnel I

use. Ok, people think I'm.

I don't know.

It's just funny.

There's like a million things you could possibly be like reality.

It's always one of these.

Ok, if I'm trying to generate leads i'm

using one of these three phones i'm trying.

To do unboxing funnels to sell a low ticket thing, it's one of these funnels.

If I'm doing more expensive things, I'm selling through presentation funnels and

really expensive things through funnels.

Ok. And so in the new.com

secrets book, you'll see that this is the core stuff we're teaching about.

That's why I wanted.

To teach these things you guys now so you

can look at these all.

And be like OK, Russell, Russ is to take

one funnel. I'm going to do based on my type of

business, I'm do a presentation.

Funnel and the one I like the.

Most is product launch.

Funnel, and I know this is the only

funnel I need to focus on the geek out.

I'm going to spend.

The next year in my life.

Focusing on this.

Funnel and mastering trying make a million bucks OK or you're like for my

company I'm selling physical products I'm going to pick cart funnel I'm do.

Russell says I'm gonna focus on a cart funnel for next year to hit 2 comma club

all my energy on efforts comma cart funneling is a focus.

On that. And just master that OK,

So my goal for you is to understand and.

For all of them, understand, here's where

we're going.

Here's the value.

Here's the.

Funnels each step in the value ladder and

then picking the one.

Ok, that's my goal for this entire

phonology event is for you to pick the one.

The focus on for the next.

12 months of your life or more, whatever

it. Takes to get to the two comma club and

then just focus on it OK.

If you focus on that one, that's going to

be successful because you can focus your time, your energy effort.

You can go funnel hack 20 people to have that type of funnel, see what they're

doing, figure out intricacies, figure out this and then like now gives you

something. You can do and focus.

On and master and become great at and that's really my goal.

10 So that's kind.

Of it for the.

For the value ladder presentation, you guys, I know it wasn't super complex, but

it sets up everything else that we're going to be doing, OK.

So again, the game plan is.

Session three is going to be lead

funnels. We go deep in those three types of

funnels. Session four is the unboxing funnels go

deep there. Session five will be the presentation

funnels go deep into there and Session 6 is going to be the phone funnels or go

deep into there.

That's going to be happening over the

next two days.

And so thank you guys so much for

listening in on this session a funnel, Allergy.