Aired Last month 1:56
Dan Dickerson Discussed on Newsradio 950 WWJ
Newsradio 950 WWJ
From the news
Aired 5 months ago 36:22
The Marry Poppins of Clickfunnels - Julie Stoian - FHR #301
Why Dave Decided to talk to Julie: Julie Stoian is a digital marketing consultant and tech coach, making her mark on the internet through her popular brand Create Your Laptop Life®. Julie has inspired and equipped thousands of up and coming business owners with the skills and strategies they need to create, build, and grow profitable online businesses. Julie started her journey to entrepreneurship as a blogger and writer, garnering the attention of media outlets like The New York Times and Washington Post with her no-holds-barred approach to social media. After a rocky divorce and unexpected pregnancy in 2014 that left her needing to build a profitable business quickly, Julie transformed her passion and love for internet marketing into the 7-figure business she has today. She's been a head coach and funnelbuilder working with Russell Brunson and Clickfunnels for the last year, and is getting ready to take the role as VP of Marketing and official Clickfunnels partner. Julie has been featured on media outlets like Anderson LIVE, BBC World Have Your Say, and Rachel Ray, as well as numerous business and marketing podcasts and blogs such as Content Academy, Boss Moms, GoDaddy Garage Blog, and Funnel Hacker Radio. Tips and Tricks for You and Your Business: (4:54) Keeping Your Chief Executive Officer From Becoming Your Chief of Everything Officer (9:20) Freelancers Belong in the Clickfunnels Fleet (12:52) Project Management: Making Time and Money (15:32) THE WAFFLE (20:06) Coaching Your Clients without Strictly Criticizing Them and Their Work (23:15) Your Employees and Their Drive (26:07) Help Your Contractors (30:21) Julie Stoian’s Travel Log Over These Next Few Months Quotable Moments: (8:08) “For me it was more important to be on the team that was going to make the most impact than it was for me to be the captain of my own ship.” (19:02) “That’s the thing with this whole agency thing is you have to think about how to break through as much bottlenecks as you can.” (22:34) “Realize, as the entrepreneur, you may not be hiring people who may not be as motivated by the same types of things that you are and may not be as driven as you are.” Other Tidbits: Your agency can be as large as small as your scaling allows Get your employees to the point where they identify their work as a CALLING Important Episode Links: Createyourlaptoplife.comJulieStoian.com/podcast FunnelHackingLive.comFunnelHackerRadio.com FunnelHackerRadio.com/freetrial FunnelHackerRadio.com/dreamcar ---Transcript--- Speaker 1: 00:00 Welcome to funnel hacker radio podcast, where we go behind the scenes and uncover the tactics and strategies top entrepreneurs are using to make more sales, dominate their markets, and how you can get those same results. Here's your host, Dave Woodward Speaker 2: 00:17 [inaudible]. Everybody. Welcome back to funnel hacker radio. This is going to be one of my funnest podcasts. Uh, you know, my guests, you had the upgrade of hearing from her quite a few different times, but she has a new role and I can't wait to talk all about that. So first and foremost, Julie [inaudible] and welcome to the show. Thank you for having me. I am so excited to. I, I have coined a new term. Would wired in excitement, excitement level at the Dave Woodward level. Oh, you're too kind too. Kind of honestly. Then that would be the type of excitement I have right now for the opportunity. I want to introduce our newest partner to click funnels, Ms Dot Julie. Yes. I, um, I, I had been waiting for this day, I feel like for my whole life. Speaker 2: 01:06 So I want to make sure people understand what that means is a little background here. When we started clickfunnels four and a half years ago, uh, there was two cofounders, Russell Brunson and Todd Dickerson. We then brought on a third co founder, uh, Dylan Jones, who we later bought out. He was helping us primarily on the Ui side. And so todd and Russell Todd being the, uh, the whole tech guy behind the scenes who I don't know how he does what he does. I'm literally fascinated every single day. Anytime we're together, I'm like, todd, I don't get it. And I'm so glad I don't understand your magic because I would screw everything up. Russell, you guys already know because Russell is the marketing genius behind click funnels and a ton of other things. We then have four of the partners myself. I run all the business development opportunities, the top line revenue type of stuff. Speaker 2: 01:52 Uh, our CTO is Ryan Montgomery, helps todd managed a lot of things on his side. We then have a Brinko Peters who works on our side with all of our operations and things, and John Parks. You guys know who runs all of our traffic behind the scenes for the little Julie, has it been a year now? It seems like it's been about a year, a year, and Julie's been behind the scenes literally working magic that you guys can't even. I have still totally spellbound by how you pull off what you pull off. No one gets more done in a day than Julie. I don't know how in the world she gets it done. She's actually helping Russell right now in writing a track two secrets book. She has literally been the brains behind what we're going to roll out here. Actually you guys on this call is as our new waffle and how that's all coming together as far as our internal agency, what that means to you guys and more importantly, how you can actually start doing this kind of stuff in your own business and that Julie has her own multimillion dollar business, which basically are buying to bring her over to click funnels. Speaker 2: 02:53 And we'll talk a little bit about how that's all coming together. In addition to that, uh, Julie is probably the person you will ever meet. In fact, I was just with my family, seen Mary poppins and continue to think of Julie because that's what she's like in our craziness that we have over here. So she's the one who makes all the magic happen and I just wanted to make sure everyone, you guys were listening, understand our gratitude, our appreciation for one of the major things that she's done is allowed Russell to kind of step away from doing all the stuff that is great to get us to where we're at, but won't get us to where we're going. And without Julie, none of this would happen. So Julie, my gratitude to you, my appreciation for you and so excited for 2019. So with all that said, welcome again and I'm so glad that that's all we're going to cover. Speaker 2: 03:41 That's the start. That's the start. You know, it was so funny though, you know, watching, as you know, during the year when we were talking about kind of the org chart of clickfunnels and how Russell was in Russell at this point. Like you should be like seoing, not seoing and cmos and funnel building and copywriting, writing your own emails. It was crazy. It has been crazy. And again, if it wasn't for you stepping in, we'd still be in that same situation. Uh, so actually a little step back to last year about this time is when Steven went to go do his own thing. So Steven Larson was Russell's funnel builder and he and Russell were kind of tag teaming up, doing a lot of the stuff that really kind of got us to where we were for about two years. Russell and Steve were kind of tag teaming that. Speaker 2: 04:32 And as Steven left, it was one of those, it was kind of a, a weird mixed blessing. I love Stephen to death. He's become a dear friend and he's helped us grow, got us to where we were, but it was time for him to go spread his wings to grow his business and what he wanted to do. And so as he left it was then a matter of saying, oh my gosh, what in the world are we going to do? How are we going to prevent Russell from doing all this stuff that steven was doing and bringing in a team that would allow us to scale and we were struggling so much as far as trying to find the right fit you have to understand to. It's to be able to get into Russell's brain is, I don't know, it's more than just a padlock. It's kind of like one of those. Speaker 2: 05:16 It's kind of like the whole Laura Croft tomb raider type of thing where she's changing this little egg thing and it changes a million if it's shaped and there's four different keys and Julie's been able to do that and so Julie's dad had this magical key that's been able to basically work with Russell at a level that is allowed Russell to focus more on helping us grow the business and really taking her genius, which again, Julie's. I take a look at all the magic you've done in your own business. One of the things I was most impressed with was your ability to literally be able to replace yourself and so Julie had her own, again, create your laptop. Lifestyle is one of her create your laptop. Life is one of the businesses that she was doing. Again, a seven figure, two Comma Club, award winning business, crushing it, but she said, you know what guys, I really want to be involved with you guys. Speaker 2: 06:07 I want to find a way of helping you guys get to the next level which was beyond. I mean, again, Julie, I can't thank you enough for that because it was great for us to see how you came in and without expecting anything, just said, let me help and I think that's a huge. One of the main attributes that you carry is this ability of having such just massive passion and caring for other people. Most people just don't have that. Especially when they're running their own multi, multi seven figure business. It's easier to say, you know what? I got this. I'll do my own deal. You were able to say, you know, I'm going to put this on the back burner. I'm actually going to hire other people to replace me. Which really is what, how all this started with Russell because it was at that point where thought, all right, if Julie can do that, her business, how could she help Russell do that in our business? I want to kind of dive in. I've done enough talking. So how do you do all you that you do? Speaker 3: 07:00 Well, you know, it's so funny. As I was getting ready to like talk about this transition. I know a lot of people when I first came onto click funnels, you know, they weren't quite sure why I was doing that because it was like, well you have your own business over here. Like this is obviously not like a monetary monetary thing. And of course you know, there was part of that, but I honestly, I had this analogy of like ships that are like all going in the same direction and headed for the same promise land. And it was the SS click funnels which was like this huge ship, right? And then my little ship was like behind in its wake and we were serving the same customer base and we were both going in the same direction. And I, and my business was really flourishing in the wake of click funnels and I know Russell has talked about how cool that is when a business can like create other businesses. Speaker 3: 07:46 But for me it was like I recognized how much the success of clickfunnels was really. There was so much of that attributed to the success of my business too. And so it was like, it was a no brainer. It was like, of course I want to get on the SS click funnels and help that business succeed because a rising tide lifts all the boats. Right. And so for me, um, it was more important for me to be on the team that was going to make the most impact than it was for me to just be like the captain of my own ship. Do you know what I mean? And so for me, I'd much rather be, you know, like on the team first mate, then captain of my own little Shit, you know, Speaker 2: 08:26 oh the great thing is your little ship was growing at a very fast pace. So it's not like it was this tiny little thing. And that's really for us, when we were able to bring that in and acquire that. So some of the things that you're going to see rolling out is this whole idea as far as create your laptop life and with that there are so many things you guys are going to see happen in 2019. I wish I could go into all of them. One of them is going to be associated with this whole concept of freelancers. Now we just rolled out a funnel Rolodex and we've got a bunch of changes were making to that between now and funnel hacking live, but that's just a small little, tiny team of what freelancers can do. Julie, you've had this magic ability to really help build agencies and to obviously you have your own agency. You've now, I've taught other people how to build their agencies and you've. You've really given the keys to the kingdom to a lot of these freelancers to truly provide them a create your own laptop life. So you don't mind. Could you spend just a few minutes kind of talking about what is a freelancer, how to. How can freelancers fit into the ecosystem of click funnels and what is, why would someone want to do that? Speaker 3: 09:33 Well, so I, I will. I will die on my sword when I say that. If you want to get started in online business, the easiest way to really start is to offer done for you services to start because you don't need a huge following and you're essentially selling time. Right? And so like you don't have to have anything created and so I have helped a lot of more women than men, but men to jump into the online space through the done for you services and you know you could get started with copy with social media or with funnel building and funnel building could actually pay a lot more than some of the other online done for you services. And so it was such an easy a marriage to put those two things together because not only could you make money quickly, not only did you not need a product, but you were helping other business owners make money through funnels and on top of it, you could also get affiliate commissions as you fold. Speaker 3: 10:28 Click funnels and the process, and so as I saw these, you know, a lot of moms would start coming to me, I want to make three to $5,000 a month. I was like, this is how you got to do it. And so that's where I started and then as I grew my agency, I started to teach people how to grow their agency as well, how to hire, how to project manage when you're building funnels and running ads for people as well. And even if you decide someday to not fully scale your agency and you want to go into coaching, consulting course, creation, any other business, you will now have the skillset as that you needed as an agency owner to build any kind of business you want. So it's like at this one, two punch, make money, build the skills at build the foundation for whatever your legacy is going to be. And so that's essentially what create your laptop life is all about, is like build that foundation that no one can take away from you no matter what you decide to do. Speaker 2: 11:21 To me, that's the part I am so excited about because a lot of people are trying to do, again, this is probably gonna be posting the first week or so of, of 2019 and there's so many people out there right now her saying, you know what? I want 2019 to be a unique year for me. I want this to be like the best year ever. And you know, we hear a lot about affiliate marketing and I'm obviously we run a large affiliate program over here, but I think the cool part is this whole idea as far as creature, laptop, life, and the ability to then really control your destiny without having to have a product which so many times people spend literally years building a product that never gets launched. And that's one of the things I was so excited about is this. So first of all, if you guys go check out, create your laptop life.com, uh, Julie's face of that. Speaker 2: 12:09 She's done an amazing job building it. In addition to that, she's a, has an amazing team and I want to kind of talk right now, Julie, if you don't mind about this whole idea as far as project managing, it's been one, again, one of your many, many talents is I don't know how you do all that. You do, especially when it comes to project management. You're managing not only our internal agency, which we'll talk about a few minutes, but also you're managing a Russell's books. Uh, our two Comma Club coaching program. You're one of our coaches. You're managing that, uh, and providing massive content. So if you don't mind, could you help people understand when we start talking about project management, what does that really mean and what is the financial opportunity available to someone who wants to get involved in something like that? Speaker 3: 12:52 Yeah. Well, so project management, it is a, when you can find a good project manager, man, don't let them go. Like it's a unique, it's a unique skill set and there's project management as a service. Like I know people whose entire business, that's all they do is they go in and they do project management and pr and really, you know, I remember when Brandon and pool and came to click funnels and they were doing the CEO slop it stuff really at scale. When we talk about scaling and we talk about like how to, how to make your, you know, double your revenue in 10 x your revenue. We're really talking about managing people because any business, I don't care what kind of business it is, the way to scale is through people and the only way to scale with people is to have project management in place where you can manage the teams that people so that you're all moving in the same direction. Like you know, like the choreographed dances you see at the mall. What are those things called where people all of a sudden bust out into like choreography mobs. Yes. Thank you. Flash mobs. Right? It's like at its very core scaling your business is about learning how to manage people and projects. Right? Like that's it. And I know I know it, you know, that doesn't sound quite as sexy as like 10 x your revenue, but like that's really what it is. And I remember brandon saying I aspirin and I was like, Speaker 3: 14:10 what do you do all day? And he's like, well really what I do is I'm thinking about project initiatives and the people and the project managers that we're going to need a place like because I have to keep building out the team. And I was like, it's so interesting that that's really at scale with what businesses are doing and that's exactly what Russell is doing and that's why I've kind of taken on that marketing role so he can really start to cast that vision and start to create those initiatives, those people, teams that then I can manage to help bring all the initiatives to fruition. Speaker 2: 14:41 I love it. And I've talked a lot about who, not how. I know Russell's done podcast on, I believe you've done a podcast on who, not how. And so there's a lot of resources out there, but if you don't mind, because one of the things we were talking about in our, one of our meetings we have just recently was this whole idea as far as this waffle and there was a ton of fomo associated with the waffle. We were actually at waffle me up a hector owns the company, gave us all these necklaces that had a waffle on it. We then reflect with Ryan with regard to some of the things that he was doing from a Dev standpoint and creating a teams. And I want it, if you don't mind, let's kind of segue from, as a project manager, what does this whole waffle, how does it work in an internal agency and what are the pieces that a person would need a, if they're going to look at project management, what are the pieces they need to add to that waffle? Speaker 3: 15:29 Yeah. Okay. So, um, the idea of the waffles, like it's a square. And so, um, basically if you imagine a square and you think of a funnel building agency, right? We have the people that you would have would be like a funnel builder, a designer, a copywriter, um, maybe a video person and a content person, right? So imagine those five people down that first column. Speaker 3: 15:52 Okay. And those are your core team. Now, as you start to expand out, you need to create a second team and the third team and a fourth team. So you can, as you imagine that waffle, you are essentially creating a second column, a third, a fourth, and you're hiring another funnel builder, copywriter, designer, video content versus the idea is once you have that waffle all filled out at the very top, the very top row is project managers. So whenever a team is working and they need to know what to do, they're going to look up right and they're going to report to their project manager. But in any kind of agency, especially a funnel building one where there is like a skill level involved, they also need to understand how to do it. They need to have someone to report to as to how to design well or how to copy well. Speaker 3: 16:40 And so if you look left on the waffle, right, you go over and you're able to basically ask the head funnel builder, the head designer, the head copywriter, how to make the coffee better. And so instead of an org chart, which is very flat and two dimensional, where there's just one person reporting the reality is that as a project, as a project manager in the agency, let's say Jake who is a designer, he's going to report to me for the, what of the design, but he may report to a head a head designer, he's actually our head designer. But if there were another one, he would report to that person asking about how his design is working and it just creates this three dimensional reality, which is real life, right? Because, um, that's just how agencies work. Speaker 2: 17:25 I love it. So if you could take back, take a step back to last year. As Julie came in, she basically acted as not only a project manager, she was also a content creator. She was also part acting partly in as our funnel building side of things as well. And so as you guys were first starting your business, realize you're going to find yourself, if you were to look at this tic Tac, toe board waffle type of thing, you're going to, your name may be in a whole bunch of different places all over. It was a Julie Board for them for a while there, but the the object now is to start replacing yourself. And so we brought in, Julie brought her in as a part of her click funnels now and one of her main responsibilities here is to replace Russell from the marketing standpoint. So she's now our vp of marketing. Speaker 2: 18:09 She's heading up all of our marketing. We've created our own internal agency, so she's hired a. We now have a yourself who basically is our chief project manager soon we'll replace that as well, but she thought I was going to be training all the other project managers that we bring them in in internal agency. It was all that really was brought in primarily just to build out our own funnels. We really didn't start this with the intention of bringing others on. Now we're actually, and we'll talk about some other stuff we're gonna be doing later, but realized that first column was you were heading up the project management. We had nick, who is our chief funnel builder. Jake is our chief designer. Karen's or chief copywriter. I'm, who am I missing here? Dan is our chief, a videographer, and then Russell and I were sharing the role of chief content creators. Speaker 2: 18:55 He and I were doing that together. Um, in the content creation side. We both became the bottlenecks and that's one of the things when you're looking at this whole agency model to realize you, you've got to try to break through bottlenecks as much as you can. And as we were looking at the scale of this, especially as you start one of the, you run across two different types of bottlenecks. One is what to do and that's as Julie mentioned, again, that's where you would be looking to your project manager. The other thing is how to do it and what if you don't know exactly how and really it's not just how it's at the way in which the owner wants it done. And I know that was probably one of the biggest things and there's a lot of people who can write copy. There's a lot of people who can do design or funnel building, but it has to be done the way that the owner or the project manager wants for that system. Speaker 2: 19:48 And I think that's what you've just done such a great job over the course of this last year, is helping communicate that in a way that, um, how do I say this in a nice. In a way that was kind of your, the kind one of the group here. Uh, I, I definitely am not, that's not one of my skillsets. I'm much more direct, but a, Julia, we were able to do this in a nurturing way. And I think it's real important when you start looking at scaling a business and scaling your company to realize that you've got to, as you're one of the main role is you as a ceo or whatever role you want to put yourself in. Anytime you're managing people, you're also a coach. And Julie, you've done such an amazing job because you have your own coaching program as well and I think because you were used to doing that type of coaching as you came into our team, you nurtured and coach people through that in a way that we go to a very fast paced as do you, but you were able to nurture in a way that brought a lot of congruency as well as a just more of a family friendly type of environment. Speaker 2: 20:54 And again, I think it's an important thing if you don't mind, if you could spend just a few minutes far as teaching people, how do you actually coach someone and help them develop the skill set while still holding people's feet to the fire to get stuff done? Speaker 3: 21:07 Yeah, it's a fine. It's a fine line because I think, you know, I always am. I always remind myself it was something I think, you know, probably I learned in kindergarten this idea of like the compliment sandwich and it's not necessarily like a platitude compliment, but it's like whenever you're about to go disseminate, don't forget to like express your gratitude, your encouragement, whatever it happens to be. So like say something that like shows that you recognize that they're working hard, right? Then provide whatever constructive feedback you need to provide and then wrap up with some sort of encouragement. So be like, Hey, you know, I saw that you were working on this funnel. I know you've been working hard. Thank you for putting in the extra hours. Here are the changes that really needs to be made. Right? And then you could go through and then at the end you can say, you know, thanks. Speaker 3: 21:55 Um, I know that this has been a big project and I really appreciate you acting so quickly or whatever. It's just like validating all as much as you possibly can where you see people attempting to do a good job because people like crave that. And then that way the constructive feedback is always so much easier to handle because they know that you're seeing them. So to me that's like, I mean, it's just like they call it a compliment sandwich was not really a compliment. It's more out of that. It's just, that's always the way I try to coach people whenever possible. Speaker 2: 22:28 I love that analogy and I think it's important for those you guys who are listening realize as the entrepreneur, the people you're hiring, they may not be motivated by the same type of things that you are and they're not going to be as driven as you are. And I know that, uh, in my earlier career it was one of the biggest mistakes I made was thinking I was bringing on a whole bunch of entrepreneurs who are going to be as excited as I was. They were going to stay as late as I was. They were all invested and understand that when you start looking at careers, there's typically three different steps to that. Jobs or positions. And typically a person when they first started working there literally are just looking for a job. It's a paycheck. That's all it is. And your responsibility as the business owner is if you can help paint a picture for a career you're going to find all of a sudden, once, once a person goes from job to career, their mindset changes a ton. Speaker 2: 23:19 And we're starting to see that already as we look at, um, those people who are our head designers, copywriters, all that kind stuff. When they start seeing themselves as a career where they're building out other people, you will see their whole attitude towards their work changes a ton. And then when you can see when a person can go from a career to a calling, life changes completely and understand a calling doesn't need to be a person that they're the CEO or anything else. The janitor can have a calling where they understand that what they do matters. And we just, uh, gave out to all of our click funnels, employees, sweatshirts and sweatpants. And on the back of the sweatshirt bay says what we do matters. Because it really, really does. And I hoping that as you start whoever, as you're listening to this and you're looking to build out a company, you're gonna find, typically you go from a a product to a business and from a business to a company, and as you start really building out a company, you start to having to lay out a career path for those people who you're working with and if you can get from career to calling it, lily is the biggest game changer you're ever going to see in your business. Speaker 2: 24:24 Because now people are connected. They feel vested. You can tie this to culture. You can tie it to a whole bunch of different things, but realize, as Julian mentioned there, that complimentary sandwich type of approach is so critical to people because there's a lot of people who the dollar isn't as important as validation and knowing that the work matters and knowing. So as an entrepreneur, typically you, you're going to be a high d, You're going to have a high monetary drive, but that may not be and most likely isn't gonna be the type of people you're hiring. So you have to realize that you're not going to motivate them the same way as you yourself might be motivated. Speaker 3: 25:01 And I got the understanding, the more that the CEO or, or even even the c suite level, whoever's up at the top can recognize that the ship is moving because of the work these people are doing is just. I mean like Jake. So funny put a meme about facebook of like a designer and it was so funny because you know, Jake, nick, Karen, I know and you know, maybe it comes from the fact that I used to do those roles as well. They work harder than. I mean like they just work so dang hard. It is unbelievable. And they are like actually the ones like birthing whatever asset. Right. And so like recognizing how much skill that takes just I don't know, wherever you can and whether you have an in house team or whether you have contractors, just recognizing their talent and their skill goes such a long way. Such a long way. Speaker 2: 25:58 No, I appreciate you're mentioned as far as recognizing contractors. I think too often that isn't appreciated. I'm sure you've had in your experience, if you don't mind, to kind of talk about when a contractor doesn't feel appreciated, what typically happens and how can you actually show gratitude to a contractor? Speaker 3: 26:17 Yeah. Well it was a big mistake that can happen for contractors. Freelancers is that they can, um, they can be treated like the monkey who just implements and this is partly the fault of the contractor if they haven't positioned themselves as like, Hey, I'm going to strategically help you and I'm not just the implementation montcalm also like the artists trying to help you figure this out. Um, but then from the, from the employer side, understanding that when you bring a contractor, they're not an employee. They are, you are bringing them on in a, in a, in essence to consult and to be the boss of whatever project it is. Right? And so, like sometimes like employers will treat contractors like employees and it just, it just hurts the relationship when recognizing if you're going to go hire a funnel builder, you're essentially saying, you're better at this than I am. I want you to come in and I want you to actually lead the charge on this. Um, you'll find that contractors will perform better if you do, you know, if you, if you, if you see it that way rather than just like the monkey who's just gonna like do the dirty jobs that you don't want to do. Speaker 2: 27:22 No, I love that. So how do you, how do you work best with a contractor in that role and help them feel connected and have some ownership to what they're doing without having to give them actual ownership of the project they're working on? Speaker 3: 27:35 Yeah. Well, I think the very first question you have to ask yourself is, is this really a contractor job or am I trying to fill a contractor, an employee position with a contractor? Because I will, I will gander a guess that a lot of people who are scaling their business need to start building an in house agency like clickfunnels does. Um, and they really need people who are on the team. If that's not you, if you're not in that place. And it really is a, you know, a sectioned off projects that a contractor would do. I would just say that the more you can bang out the scope of the better and just remember contractors feed on testimonials so you can do an amazing thing about making the contractor's work better by being willing to offer a testimonial and a case study because for a lot of them that's going to be like, hey, if this goes well, like I will shout it from the rooftops, I'll tell everyone I know that will help them perform better. It will also give them a nonmonetary when that they will need it to make their business grow. Speaker 2: 28:36 Awesome. So kind of a loaded question here and that is, can contractors become good employees? Speaker 3: 28:42 Um, I think in some cases, yes, I think it all boils down to what they're motivated by. If you meet a contractor who is, has a high economic drive, right? Who has a high drive for freedom, they're not going to be a good employee, they just won't. I will tell you that the two employees that I have now originally were contractors. Um, and both of them actually are gonna be coming and working with click funnels as well. They both were not just driven by monetary, they were freelancing because they wanted a laptop life, but they really, really enjoyed, again, being a part of a team, being part of a bigger mission. Certainty matters to both of them. And if you have someone who likes certainty are gonna, like the steady paycheck, they're going to like not having the hustle. Um, and so, so in that case, when I brought them on as employees, they didn't see it as like, they were like, yes, we're ready to be like on your team like that. Um, and so in some cases it works out, but they had both been working for me for about two years before we, before we did that. So we kind of, you know, the honeymoon was over, right? Like we all knew what we were getting into. Speaker 2: 29:54 I, it take off here in a few minutes. I want to kind of wrap up with a couple of things, most importantly, how people can get ahold of you and some of the things that are coming over with youtube click funnels. So you had mentioned as far as we, we have the opportunity of having two amazing people being brought over to the team as we're so great. Your laptop life.com is one of the things. So if you don't mind, tell people what that is and why, why somebody would want to go there and what they're going to get. Speaker 3: 30:20 Yeah. Alright. So, so much is changing but it's going to be amazing. It's going to be so, so create your laptop. Life is basically a membership community for people who want to start service based businesses. So um, I would probably say about 60 to 70 percent of the membership. It's not a thousand people right now. Our funnel building agencies, digital marketer. So if you are interested, that is a great, great community to get hooked in. There's some great content. I go live once a week. I answer your questions and that has been running for three years and it is amazing community, so that is coming over. That will be, I don't know how it's all going to like unfold that I know that it's only going to get better hooked up to the SS click funnels, so that's remaining, um, the second thing that I do, which is going to become an official partner brand click funnels stamp his funnel, gorgeous, which is our premium more feminine, but we also have some funnel handsome in there to a design for heart centered female entrepreneurs who want something that's gorgeous and beautiful. So that's exciting. Um, and then most of my other contact is really going to get worked into the fabric of click funnels. So if you're interested in the two Comma Club x coaching program, um, any of the content that's going to be coming in 2019 is going to be all, all pushed through there. So I will be found in the funnel hacker community. I'm at clickfunnels. That's where the bulk of my content will be going. Speaker 2: 31:50 Starting January first. Awesome. And she'll be speaking at funnel hacking live so you can go on stage. They're also to get a lot more. Julie, I highly recommend you check out her podcast. So let's talk a little about your podcast. So right now we have this podcast. You guys are listening to funnel hacker radio. We have a marketing secrets, which is just russell talking about his own thing. So obviously for those of you listening to this one, I typically bring other people on like a bread Giuliani multiple times a will bring other people into fight outside feedback and content. I do send my own, uh, thoughts and things here. But do we have to help people understand what your podcast is, why they should go there and how they actually get more of your podcast as well? Speaker 3: 32:32 Yeah. So create your laptop life.com when you go to that website. If you just go to forward slash podcast, you'll see my podcast, the, your laptop life podcast is literally about laptop life living. And what that means is when you are working on from home on your laptop, most of the time I'm talking about people who are in the freelance market, um, but people who are building a life and building a business that is the nontraditional business. So I talk a ton about marketing online business. I talked about productivity and some balance stuff because you know, when you're not in a traditional office, there's a lot of things that happen when you're trying to balance that work life balance. So all of that stuff. And a huge dose of funnels and marketing are over overact career, laptop, lifestyle. Speaker 2: 33:19 Alright? So take checkout, create your laptop life.com. Check out her podcast. Uh, you'll see our funnel hacking live. If you don't have your ticket, by all means. I don't know why you haven't bought it yet or not. I can live.com please. Last thing I want is for us to sell out like we always do. And then people are saying, I didn't get my ticket yet to go get your ticket. You don't want to Miss Julie speaking from stage. He's going to be crushing it as always. Uh, Julie, anything else before we wrap things up here? No. You gotta hit out pretty quick. Speaker 3: 33:43 Yeah. No, I'm just, I'm just so excited for this new chapter. I'm excited for what together we can. We can do. I mean the one funnel away challenge was probably the best example I could see of what happens when you put heads together and you put all those skillsets together. You have russell with the strategic marketing genius that he is, um, my skill set which is really systematic teaching I would say. Um, and taking that strategy and then steven who is just totally the funnel preacher is what I call him because he's just going to like kick your butt and when you put those three things together, we saw the power of what happened. And so I'm just excited to be able to do more and more of that and to, to not have to duplicate my efforts in two different ships and to just like bring more value to the funnel Hartford community Speaker 2: 34:37 now. Well, we are so excited to have you as a partner. We're super excited to bring your content, your businesses over to click funnels to really help out, especially those people are getting started in wanting to build an agency, wanting to be a freelancer, a, we're going to tie this into a whole bunch of other things. We've already bought some domains around that. June, we'll be launching all that stuff as well, but 2019 is going to be a crazy, crazy year and we're so excited to started off by announcing a Julie as one of our newest partners and more importantly, as the person behind the scenes making everything happen. So Julie, I can't thank you enough. I'm so excited for 2019 and appreciate all that you always have done and continue to do. Thank you. Speaker 4: 35:15 Hey everybody. Thank you so much for taking the time to listen to podcasts. If you don't mind, could you please share this with others, rate and review this podcast on itunes. It means the world to me. We're trying to get to as a million downloads here in the next few months and just crush through over $650,000 and I just want to get the next few 100,000 so we can get to a million downloads and see really what I can do to help improve and and get this out to more people at the same time. If there's a topic, there's something you'd like me to share or someone you'd like me to interview, by all means, just reach out to me on facebook. You can pm me and I'm more than happy to take any of your feedback as well as if the people you'd like me to interview more than happy to reach out and have that conversation with you. So again, go to Itunes, rate and review this, share this podcast with others and let me know how else I can improve this or what I can do to make this better for you guys. Thanks.
Aired 3 months ago 41:29
My Funnel Hacking Live Keynote Presentation - Part 1 of 4
Listen to the first 1/4 of my keynote presentation from FHL. We talk about what funnel hackers are doing and start digging into “Hook, Story, Offer”. On today’s episode you will hear part 1 of 4 of Russell’s first presentation at Funnel Hacking Live 2019. Here are some of the super awesome things you will hear in part one: A little background into how Clickfunnels got started, and stats of where they are now. Find out why hook, story, and offer are the keys to your success. And listen to Russell show how increasing value in an offer is better than decreasing price to compete with others. So listen here to hear the beginning of Russell’s first presentation at this year’s Funnel Hacking Live about the Hook, Story, and Offer. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. Today I got something really special for you guys. For those who were at Funnel Hacking Live, you may remember my intro presentation. It was called Hook, Story, Offer and how it relates to the Perfect Webinar. It was a lot of fun, and we actually streamed it live, so that everyone who wasn’t at Funnel Hacking Live would get extreme FOMO, fear of missing out, and want to come to Funnel Hacking Live next. So you know what? I thought as long as we streamed it live online, why don’t I give it to everyone on the podcast and give them all FOMO as well? For those who weren’t there, and for those who were there, just to give you a reminder on the foundation I laid out for the event, because it’s the foundation for all the different things. It’s a presentation I’m really proud of and I think it’ll help a lot of you guys. So it’s going to go into hook, story, offer and how it ties back into the Perfect webinar and believes and a whole bunch of stuff like that. We’re going to break this up over probably four episodes. There’s a couple of parts I’m going to cut out just because they don’t make sense to show you. For example, we do the year in review video that was really, really fun, but if you can’t see it, it doesn’t really make sense. So we’ll pull some of those pieces out of the podcast episode, that you have to be able to see visually. But for the most part, you’ll have a chance to hear my opening keynote presentation from this year’s Funnel Hacking Live. If you haven’t got your tickets yet for next year’s Funnel Hacking Live, you are insane. This may be the last year we do it in the future. Maybe we’ll do it in 5 more years. I don’t know. But I do know we booked the hotel, we paid the money, so it’s happening 1 year from right now-ish, and I want you there. So if you haven’t got your tickets yet, go to FunnelHackingLive.com and grab your tickets. And with that said, I hope you enjoy over the next four episodes, my keynote presentation from Funnel Hacking Live 2019. So I’m going to queue up the theme song, and when we come back we’ll start into my first opening presentation. How many of you guys are pumped to be here this week. This is like, we’ve been talking about this for the last 12 months, since last time we were all hanging out. How many of you guys feel like this is your Clickfunnels, Funnel Hacker family reunion. It’s so exciting to have all of you guys here. It’s funny, as we were kind of preparing this whole thing, and you guys know I’m obsessed with t-shirts, you’ve all gotten at least one so far right? There’s more coming. But we were looking at, what’s the right message for the t-shirt everyone’s going to be wearing when they come here today that’s going to really connect us as a family? And at one of my inner circle meetings, I can’t remember who it was, they posted this quote up during the presentation and I read it and I got chills and I was like, “Oh my gosh, that’s the message.” So if you see the first slide here, this is the back of the shirts you guys all got. It says, “Surround yourself with the dreamers, and the doers, the believers and the thinkers, but most of all, surround yourself with those that see greatness within you, even when you don’t see it yourself.” And I think sometimes that’s how it is inside of a family, right. Obviously everyone that’s here is in a different stage of their business, of their life. Some of you guys are at a spot where you’re trying to figure out the next big thing to take your business to the next level. Some of you guys are at the very beginning, trying to figure this out. So we’ve got a lot of you guys here together, so what’s amazing about this community, this family is how everyone works together to help each other and to raise each other up, which is really cool. A couple, about a month and a half ago or so, as I was preparing for the 10x event…how many of you guys were at the 10x event? In front of 35,000 people in a baseball stadium, with an echo that made it impossible for anyone to hear, so much stress. And then this event, which is like, all this stuff, it was heavy on me. I remember I texted Garrett White and I was just talking to him back and forth and he sent me a quote that meant the world to me. And I think for a lot of you guys who are here in this room, you probably feel this pressure a little bit. This is what his text sent to me, it said, “Heavy is the head that wears the crown.” And he said that to me, and I started thinking, and then he messaged me a few minutes later, he said, “I want you to understand, I understand where you’re at. You’ve chosen to go out from the world. Most people sit at home and they watch TV and they do as little as possible. You’ve chosen to step out into the world and try to change it. And that’s different, it’s not normal. People don’t do that, and you’ve done it.” He said, “I see you.” And as I was preparing my presentation today, I was thinking about how many of you guys are here doing the same thing. It is way easier to stay at home and not be here right. It is way easier to just go to a job. Or it’s way easier to just plug in and watch TV or watch Netflix, or do whatever it is. It’s harder to come here and try to learn a skill set and the thing where you’re going to go out there and put yourself out there. It’s going to be awkward and uncomfortable a lot of times. How many of you guys feel awkward here right now? Where are my introverts in the room? Yes, it’s hard right. That’s why I’m onstage because I’m scared of everybody. I understand it, it’s tough, but it’s worth it. I wanted to say it to all of you guys who are in that situation right now, I see you. I see what you’re doing and that’s why we’re killing ourselves. People ask me all the time, “Russell, why are you still doing this? Pretty sure you got enough money from all those Clickfunnels people, right.” Yeah, it’s not about money at this point. It’s because I understand the process and the path that you guys are going down. So every single day I’m going to do my best to trail blaze as well, so I can show you guys, “It’s over here, come over here. Come on, keep coming.” Because I know for me, when I was trying to figure this stuff out, there are people that I plugged into, people that lead me, so I’m trying to do my best in this role here, to do that for you guys as well. Thank you. I know that as you’re doing this stuff, as you’re becoming entrepreneurs, you’re building a company, there’s loneliness in a lot of things. There’s loneliness in leadership. It’s interesting, a lot of people when you’re leading a movement you’re leading your group of people, right. You’re there, you’re trying to share your message and you may have a team of people, which is amazing, but when all is said and done it’s you out there putting your face online. You doing the facebook live, you writing the book, you doing the presentation. It’s you and it’s scary sometimes, right. There’s loneliness in leadership. But there’s also loneliness in faith. The faith of like, ‘Is this actually going to work?” I know for a fact that half of you guys who are in this room right now came on faith, and hope and a prayer. I was telling somebody earlier, I said, “You know half of the room that’s here are people who have come to this before. This is a big family reunion and they’re excited to be with their friends and their family, start growing their business to the next level. And the other half, it’s your first time.” Right, and you’re scared. You have faith in this process, a little bit. You have hope it’s going to be amazing. But you’re like, “Oh my gosh, what if it doesn’t work? What if I spent all this money and I flew all this way and I’m here taking a week off of work, does it make any logical sense?” Sometimes it doesn’t. So I understand there’s loneliness not only in leadership, but there’s loneliness in the faith of trying to do that thing and trying to step out there to do it. And then the last thing I want to share is, I did a podcast a little while ago called Entrepreneur Scars. How many of you guys listened to that? I know that a lot of you guys that are here in this room have entrepreneurial scars. You’ve tried to risk everything right. You tried to go out there and do the thing. You’ve tried to do a business, tried to launch something and it didn’t work. Or you had something that was working really good for a while and then something happened and it crashed. I want you guys to understand, we have all been through that. I feel like one of the most amazing gifts that our founding fathers gave us when they founded this country, America, was the ability for entrepreneurs like us to be able to risk everything, and if we messed up and failed, it was okay. They gave us bankruptcy laws, they gave us things like that to give us the ability to risk without the fear of if you mess up you’re locked up in jail for the rest of your life. I think so many of us risk everything, we’re trying to change the world, we do this thing and then it fails, and then we shrink back and we’re like, “I just gotta hide because I don’t want people to know that I messed up.” I know for a fact there are people in this room who are in that spot right now. You’ve had success in the past but there’s that fear of putting yourself out there again. So for all of you guys who are here, I want you to understand, I see you, I understand what you’re going through and we are here for you to support you as a community. Okay so the theme of this year’s Funnel Hacking Live is the theme of every Funnel Hacking Live. I want make sure I’m showing my slides up here as well guys, because I got a lot of slides that are great. As much as I like to see my face, I want to make sure you guys see what I prepared as well. So the theme of this year’s Funnel Hacking Live event, is the same as every year. People are always like, “What’s the theme this year?” I’m like, “It’s the same thing.’ I’m not changing it, I love this theme. And there’s a couple…I’ve got to create six presentations, yeah I’m going to do a theme every year too, come on now. The theme is one funnel away. I wanted, for those that are like, “I thought you were going to change the theme?” no, this is the same message. Everyone’s here at a different spot than you were last year, and a different spot than two years ago, or three years ago. Some of you guys, you’re one funnel away, you’re here, you’re putting it all on the line. You’re like, “I’m going to gamble, I’m going to try it.” And this is your shot, your one funnel away shot. You’re trying to figure it out. For others of you guys, this is your second year, third year, having success, things are growing, things are amazing, are happening and you’re one funnel away from the next step. In fact, I want to share a really quick story in Clickfunnels. We’re going to share the numbers and stats and growth here in a few minutes. But as we started growing Clickfunnels, as we got bigger and bigger it got harder to grow. And we started getting to a sticking point. In fact, the last 12 months, we continued to grow but at a much slower rate. It got harder and harder and harder as we got more and more people. And all of us inside of Clickfunnels were freaking out, “How do we grow this thing? How do we get from 50 thousand, to 500 thousand people? How do we grow it?” And we just couldn’t get past some sticking points. And literally six months ago I was sitting in an inner circle meeting, and Natasha Hazlett, who’s going to be speaking to you guys tomorrow…where’s Natasha at? Natasha is right here. She’s pregnant with twins, she might give birth tomorrow onstage, I’m hoping. It’s going to be amazing. But Natasha gets onstage, with her humble little self, and she’s like, “Hey, we tried a book funnel and it didn’t really work, so we tried this channel funnel instead and it’s really working good for us.” And we looked at it and I was like, “Oh my gosh, I’ve seen challenge funnels before, but not the way she explained it.” And we went back to the drawing board, we started freaking out, started doing some stuff. And how many of you guys went through the one funnel away challenge so far? So because Natasha gave me that idea, that one funnel we launched it, the last 6 weeks in Clickfunnels, we’ve had more growth per week in the last 6 weeks because of the one funnel away challenge, than we have in the last 2 years. So for some of you, Natasha, you need to her. She’s going to tell you a story about her funnel and just be like, “that’s the thing I need.” Some of you guys it’s going to be somebody else. We have so many amazing speakers who are all sharing different types of funnels, what’s working for their business. I want you guys listening with ears, not that you have to create everything, you shouldn’t be creating everything, but listening like, “What’s the next thing for me? What’s the one funnel for me in my stage right now?” Some of you guys it’s one funnel to launch your business. Some of you guys it’s one funnel to get to the next level. Whatever it is for you, I want you to just listen with those ears, because if you’re listening with the right ears you’re going to get it, and you’re going to hear it. I could have easily been in my inner circle meeting and been like, “Oh Natasha’s paying me to be here. I’m not going to pay attention.” But I was listening and I was like, “Oh my gosh, that’s amazing.” So I want to make sure throughout this whole week you guys are listening with your ears to hear the things that are here, created for you. This is a picture, let me go back one slide. This right here, a couple of months ago we did an interview with Andrew Warner, who is the host of the Mixergy podcast, which is my favorite podcast. And I asked Andrew if he could come and interview me on the Clickfunnels startup story because I wanted to kind of tell the whole story. Obviously a lot of times you guys here parts of the story, but I was like, “I want to tell the whole story and he’s my favorite interviewer.” And it’s funny, Andrew is famous. He does these things called Scotch nights, where everyone gets together and they drink Scotch. I didn’t know what Scotch was, I thought he was talking about Butterscotch, like candy. I was like, “What?” and it turns out it was alcohol. I don’t know these things. And I was like, “I want you to interview me.” He’s like, “We could do a scotch night.” I was like, “But I’m Mormon, I don’t drink Scotch.” Then I was like, “Wait a minute, there’s this place in Utah, it’s a bar, but it’s a dry bar.” He’s like, “What does that mean?” I was like, “It means it’s a bar that they don’t serve alcohol. We should do the event there.” and it turned out really cool, so we brought him and me and we did this butterscotch night, it was amazing, at the dry bar comedy club. And he interviewed me about the Clickfunnels startup story. How many of you guys have heard that interview. The first half it just went live on the podcast today, and the next half goes live in like two days. So if you want to hear the whole interview, it’s there. But what’s cool, before he did this, he does tons of research and he’s like, “So show me the funnels you did before you launched Clickfunnels.” And I was like, “Okay.” So I went back in the domain archives of every domain I’ve ever bought from the beginning of time until now, and all the ones that we actually produced and there was over 150 funnels that we created and launched. In fact, here’s a couple of them. I’m going to show you guys pictures of all the stuff I tried before Clickfunnels. In case any of you guys are wondering, “When’s my funnel going to work?” You might need to do one or two or three or four. A whole bunch. This is just the ones that were good screen shots. There were a lot of other ones. So for any of you guys who are like, “I tried my funnel and it didn’t work. This thing’s a scam.” Its’ like, you should try another one. I don’t know, I did a lot of them before I found Clickfunnels. Some of you guys are like, “I’m waiting for the perfect business, when the perfect business shows up, then I’ll build a funnel.” If I would have waited for this, if I would have waited for CLickfunnels, guess what would never have happened? I would never have been ready to be able to run Clickfunnels. I would have run it into the ground two days in. I had to go through all of this to figure out how to lead you guys along this path. And the same thing is for you. Thank you. In fact it’s funny, the first time I tried to build Clickfunnels was in 2005 and it was called ClickDotCom.com, how many of you guys came to the ClickDotCom.com event? Nobody. My wife’s there. I got my one super fan, thank you. But what’s amazing, Dylan Jones, who was one of our original cofounders in Clickfunnels, I actually hired him to do the design initially. So if you look at this, this is the initial designs of ClickDotCom.com, we had sales processes, they weren’t called sales funnels back then. But I tried this game a long time ago, back in 2005, trying to get this live. I understood this was the vision I wanted to go, but I couldn’t figure it out. And I tried and I failed, and I tried and I failed, and I tried and I failed. It went over and over and over again. It just didn’t work for a long, long time. Until I had a funnel, and I was one funnel away from a success story. But what’s interesting is this funnel was a complete failure. And I’m telling you this story because how many of you guys have launched a funnel and it was a complete failure? The rest of you guys haven’t tried yet? Not even one? Come on now. I want to share a story because we launched this funnel, this was after I’d built up a big company, everything collapsed, I told this story a couple of Funnel Hacking Live’s ago, and those who’ve gone through the One Funnel Away Challenge have heard me tell the story. But we built the company up to 100 people, the whole thing collapsed, I had to fire 80 people in one day. I’m not going to get into that whole story, but on the back side of that I was trying to figure out, “What am I going to do when I grow up?” which is a question I think all of us should ask ourselves at least once a week. I was like, “What do I want to do when I grow up?” and I’m laying in bed, stressed out trying to figure out how we’re going to make money. I didn’t have a vision or idea and I went to flippa.com, and flippa is a website you can buy websites. So I’m on flippa.com and I’m scrolling through my, I think I had an iPad at the time, scrolling through trying to find, what’s the vision for this thing. And this website came up called Championsound.com. I looked at it and it was an email/text messages auto responder for bands. And I was like, “Oh my gosh, what if I bought this and it would be an email/text message auto responder for bands but I could rebrand it and make it an email/text auto responder for dentists, and then make one for chiropractors, and then for entrepreneurs, and all these different businesses.” And I was so excited. By morning I had sold myself on the idea and I went to go buy this site, and I didn’t have the, it was $20,000 which we did not have at the time. But I was like, this is the vision, this is where we’re going to go. So I bought championsound.com with money we didn’t have, calling the banks, increasing credit limit, how many of you guys have ever done that before? I’m like, ‘I need this, this is important. This is the future.” So I buy championsound.com, and after we get it, I have, I tell our programmers, “Okay, put it on our servers and we can start selling this, it’s going to be amazing.” And my programmer looks at it and he’s like, ‘I can’t put it on your servers.” I’m like, ‘Well, why not?” He’s like, “It’s coded in Ruby On Rails.” I’m like, “What does that mean?” he’s like, “You know how you speak English?” I’m like, “Yeah.” “You know how other people speak Chinese?” I’m like, “Yeah.” He’s like, “This is written in Chinese. I only speak English.” I was like, “What does that mean?” Hes’ like, “I can’t help you.” I was like, ‘Oh, crap.” So then I’m like, okay, I try to hire someone on Odesk. I’m like, “Okay, can you transfer this Ruby On Rails thing to a thing, to a server?” And I didn’t even know what that meant, and they were trying. 5 or 6 people tried it and after like 2 weeks of trying, nobody could figure it out. I was like, “great. I spent our last $20,000 we didn’t have on this funnel, on this company, on this brand, and I can’t even do anything with it.” And I remember that day at the office, I’m like, well I’m just going to walk away from it. It’s just a lost cost. And then after I packed up my computer, I was walking out the door, I stopped and I had this thought. And I’m so, so grateful that I listened to that voice. And it said, “Turn back around and email your list because somebody on your list, knows what Ruby on rails is.” I’m getting emotional here. So I come back in, and this is like the lowest peak of my business where everything has collapsed around me, I don’t even know what I’m doing, how we’re going to survive, what we’re going to do. And I email my little customer list at the time and say, “Hey, I’m looking for a partner, I bought this thing it’s coded in Ruby on Rails. If any of you know Ruby on Rails I’d love to be, you know, I need somebody to help me on this thing.” Sent the email out and a couple of hours later I get an email back from a guy. And I never met him before, he sends me this email and he’s like, “Hey, I know Ruby on Rails and I’d love to partner with you on this.” He’s like, “Send me the login and I’ll see if I can fix it.” So I send him the login that I’d gotten from the guy I bought it from, and I didn’t even know what it meant. I’m like, “Here you go.” And then I went home. The next morning I come back and there’s a message from him, it’s like, “Hey man, I fixed it. It’s good.” And I’m like, ‘What do you mean?” He’s like, ‘yeah, it’s done.” I’m like, ‘It’s done?” He’s like, “Yeah, I fixed it. And when I was in there I found all these other bugs and stuff and I fixed those as well, got those working and now it’s all done.” I was like, “Are you kidding me?” And it started my friendship with this person, and that friendship grew over the next two years that we worked together on projects. And the day that we had the idea for Clickfunnels, we sat in a room for about a week whiteboarding out the whole vision of it, and on the way taking him back to the airport, he was flying back home to where he lives in Atlanta, he said one thing before he got out of the car. He said, “Hey, really quick though. If we’re going to do this whole Clickfunnels thing, I don’t want to be an employee. I want to be your partner.” I remember being so scared like, I don’t know if I, I’m an entrepreneur. I control everything all the time. And I was so scared. And in that moment I made the second greatest decision of my life, outside of marrying my wife. I told him, “yes.” And that man is Todd Dickerson, who is my cofounder and partner in Clickfunnels. Let’s give Todd a huge round of applause. Stand up, Todd come on out. Todd: What’s up? Oh man, wow. What’s up, Funnel Hackers? Wow, that was amazing. Thank you for that insane intro. Russell: I’m emotional, so you’re up now. Todd: I know. Russell: This is Todd, he’s been the best partner, the best friend, the best mentor that anybody could ever ask for. And he was the one who initially sat down and built Clickfunnels. After I tried for decades to make it work, and he did it in like a weekend. It was amazing. Todd: A little bit longer than that, most of that was true. Russell: So really quick, I want to show you guys something really quick. So this was actually, show you guys the right slide. So September 23, 2014 this was the day that changed my life and all of you guys’ life forever, even though nobody knew it. This was the day that Clickfunnels officially went live. How many of you guys remember that day? Todd: Yeah, three of you. Russell: Yeah, nobody really knows. So here’s the back story. We were one funnel away too, but we didn’t know which funnel it was. So this is the initial branding and logos from Clickfunnels, so we picked that one. You guys would all be wearing completely different swag today, had we picked a different logo. This is us in front of a whiteboard. There’s Todd and this is one of our other original cofounders, Dylan Jones, sitting in front of a whiteboard mapping out what Clickfunnels was going to become. We launched it the first time and nobody really bought it. Then we built another funnel, we launched it and nobody bought it. The third, the fourth, the fifth, I think it was the sixth time, we got invited to speak at an event, and this is the picture from the event. It was in a room of about 100 people and I did the very first time, I did the Clickfunnels presentation. We did the presentation and like 35% of the room ran to the back and bought. And I remember we were all excited and that night we went to dinner and we were sitting around and I was like, “Just so you guys know, that’s not normal. What just happened is, this is game on. This is going to change everything.” We went from that point forward and started growing like crazy. So I’m going to have Todd go through some of the stats that have been happening ever since that day when we launched Clickfunnels. Todd: Yeah, absolutely. So after that presentation Russell’s like, “It’s game over. We’re going to be at 10,000 customers next week.” Which didn’t quite happen. Russell: Close. Todd: But by the end of year one, we actually did hit 10,000 customers. Russell: Yes. Todd: It’s crazy, crazy. Followed by year two 20,000, doubling over. Then year three, crazy growth with the books and the amazing training that Russell was putting out, 50,000 customers. Year four, last year, at Funnel Hacking Live we were 60,000. This year as of today, we are at 76,700 thousand customers. How crazy is that? So insane. Russell: that’s amazing. Todd: And Devon alluded to this earlier, we processed over 2.5 billion dollars in sales through Stripe alone. Russell: All of you guys. Todd: That means all of you guys have done 2.5 billion dollars in sales. So crazy, which is actually 1.5 billion more than last year. So in a year, you guys did 1.5 billion dollars. So just to give you a comparison here, last year GDP rate… Russell: We showed you this last year. If you took all the GDP of all the countries in the world, Clickfunnels right now is number 15 highest GDP in the world, which do you know what that means? Check out the next slide. If there was a country and our people were called Funnel Hackers, we would have higher GDP than 15 other countries. And I’m kind of thinking about, do you guys like this venue? I feel like we’re in Funnel Hacker, like our own little city here. What if we all just moved here and lived here and took over like 15 other countries. Todd: Funnel Hacker island, I like it. Let’s do it. Check this out, so we also, the Two Comma Club winners, we’re up to 505 total winners, which I got an update right before we came out here, it’s actually 506 now so… Russell: Congratulations somebody! Todd: And that’s actually 241 new ones in the past 12 months alone, since Funnel Hacking Live last year. So insane. Give yourselves a hand. And we have the Two Comma Club X award, which is the 8 figure award. There have been 38 total winners for that now, and 22 of those in the past 12 months alone. Russell: Amazing. Todd: And in order to keep serving you guys, we’v ehad to grow our team like crazy. We’re up to 251 amazing people serving you guys right now, 252 again, as of yesterday we had a new hire. So there you go. Russell: if any of you guys need jobs, we’re looking for people. It’s a big army to serve. Todd: Yes, we’re looking new people every day. That’s 132 customer support people, 43 people working on product development with me every day, and 26 people in marketing working with Russell every single day to provide amazing stuff for you guys. Russell: Amazing. Our mission at Clickfunnels is to help free all entrepreneurs so that you guys can focus on changing the lives of your customers. That’s our goal and our mission for this entire week. We’re so excited, we got so many amazing speakers who are coming here to serve you guys. We don’t pay our speakers. They come because they love you, because they’ve been in the same spots you are. Half our speakers were in the chairs last year sitting there, and this year they’re up here to serve and give back to you. I’m so grateful for all of them. One last thing before we move in the presentation. I feel like if we’re going to move from 76,000 customers to 760,000 and beyond and build this community even bigger, I think one of the big things we need to do is start changing some of our language patterns. We have to stop being marketing, nerdy geeks. How many of you guys are willing to help me with this. I’m going to talk more about this later, but I think one of the big things that we’ve been struggling with, trying to get our message out to more people is we’re using things like, “Tripwire Funnels” and “High ticket application funnels” and all these geeky, nerdy things. So we’re going to try to simplify the language and I’m going to talk a lot more about this the next year, just try to get things more simple. So I got some pictures here of just some stuff. Instead of calling things squeeze page funnels, which is like when I tell my buddy who’s a chiropractor, “You need a squeeze page funnel.” He’s like, “What does that mean.” I was like, “Well, it’s a funnel that generates leads.” He’s like, “Why didn’t you call it a lead funnel?” I’m like, “Oh, that makes more sense.” And then I was like, “The next thing you need is a tripwire funnel.” He’s like, “That sounds really dangerous.” I was like, “Yeah, but..” I explained it and he’s like, “It sounds kind of like a shopping cart.” I’m like, “Oh yeah, it is.” We call them cart funnels. We kind of went through and you’ll see instead of webinar. Like what’s webinar? It’s a presentation funnel. What’s an application? It’s a phone funnel. So we’re going to try to start making our language more simple so that we can get more people into our community and start understanding what we’re doing. So we’re going to go through more of that later, I just, I want to simplify the names. Alright, with that said, I want you guys all to give Todd a huge round of applause for his huge contribution to this community. Todd: Thank you guys. Russell: Thank you so much. Todd: Thanks again. Russell: Okay, now we can get started, now that all the tears are out. So what I want to do right now, I want to kind of move into my first training portion of this. And I wanted to lead this out, how many of you guys have gone through the one funnel away challenge. Those of you who have gone through it, you know that I stress a lot about one simple thing, which was hook, story, offer. I talked a lot about that. And I want to talk about that for the next hour or so because throughout this week you’re going to be learning about a lot of different types of funnels. About challenge funnels and summit funnels and all these different things, and some of you guys may get confused. I want you to understand the core fundamental foundation of what you have to become good at as an entrepreneur is understanding this one concept, mastering hook, story, offer. So I’m going to spend some time going over that, hook, story, offer. I gave everybody a handout that came with your, it should be on your seats, you guys take notes on and stuff like that. But one of the things it says in there, I think on the very front page, “If something’s not working in your funnel, it’s always either your hook, your story, or your offer.” Every time. Everyone’s like, “My funnel’s not working, Russell. What should I do?” I look at it like, ‘Oh, your hook is horrible. That’s why nobody is clicking on your ad.” Or “Your hook is good, people showed up, but your story is boring. That’s why no one’s buying.” Or it’s like, “Your hook and you can tell a good story, but man, that offer is horrible. No one would ever give you money for that.” And I’ve learned like as I’ve broken down consulting to like three things, it’s always one of these three things. So I’m going to spend the next hour or so going over this, giving you guys ideas, opening up your mind to becoming better at that. If you become better at that, this framework fits into any funnel. If I’m selling a book I’ve got to be good at hook, story, offer. If I’m selling something through the phone, hook, story, offer. If I’m selling something through webinars, hook….This is the framework that we all have to become masters at. So I want to lead with that today and then as everyone starts training on different funnels and strategies, just remember if my funnel’s not working, it’s because of one of these three things every single time. If you were to hire me for my insanely high consulting rates, “Russell, my funnel’s not working. What should I do?” I’d just be like, ‘Thanks for the check. It’s either your hook, your story, or your offer.” So next time you’re like, “Man, I wish Russell would look at my funnel.” Just sit down and be like, “What would Russell say? He would say, ‘it’s either your hook, story, or offer.” It’s always one of those three things, every single time. So hook, story, offer, it goes hook, story, offer. But I’m going to start with the offer first and then move backwards, just because that’s kind of the framework of how it works, okay. So the offer. A lot of you guys have gone through my training with the perfect webinar and stuff like that. So you see this thing called the stack slide, how many of you guys are familiar with the stack slide? Good. Okay, the stack slide is how we create an offer. And even if you’re not doing a webinar, you still create a stack slide. There is no circumstance where I ever sell that I don’t use a stack slide. If I was emailing somebody and they’re like, ‘Hey, what does it cost to hire you as a consultant?” or “hire you to do whatever?” I would literally send them an email and I’d have a stack slide. I’d be like, “Bullet point one, value. Two, value.” I would use this in everything. I’m going to show you guys some examples today. It doesn’t matter if you’re selling coaching, or supplements or physical products or services. You should always have this. To begin with I want to talk about one of the founding fathers of our industry, a lot of you guys may not even know him or heard of him. His name is Claude Hopkins, how many of you guys have heard of Mr. Claude Hopkins? Alright, all my OG’s, all the originals. Okay, this is your marketing history lesson. So Claude Hopkins was the father of modern advertising. And what’s interesting, way back then in the early 1900’s what they called, what he was called, what his job was, he was what they called a scheme man. He was a scheme man. And what the scheme men did is they came into a company and their whole job was to come up with offer. That was it, the most important part, which is the offer. Now, to show you the value, even in the late 1800s, early 1900s, the value of becoming a scheme man, the person who actually creates the offer, Claude Hopkins back then made, $52,000 a year in 1907. The equivalent of that is 1.39 million dollars in today’s dollars. They paid this dude over a million bucks a year to come in and be like, ‘This is what your offer is.’ And most of you guys never even think about this and you just kind of go off and do whatever. And I’m not going to, I’m excited Stephen Larsen is going to be talking in two presentations and he’s going to go deep into a whole bunch of really cool offer stuff with you guys. But understand, this is the value of the most important part of the offer. You have to understand that. It’s so valuable that back then they paid people that much money to come create offers for them. So it’s worth your time to start figuring these things out. Now I want to kind of talk about what an offer isn’t for a minute, because most people in business, they think about “What’s the product I’m going to create?” and the biggest problem when you create a product is that when you have a product it is a commodity and anybody else can create it. And if you have a product and it’s a commodity, when you’re trying to figure out how to sell it the only thing you have as leverage is price. That’s why when you go to Amazon, someone’s selling the thing at this price it’s like, “Oh, well if I’m going to beat them I gotta sell it for less and I gotta sell it for less and less and less.” And it’s a race to the bottom, which is the worst type of business to be in, by the way. Dan Kennedy told me when I first got started 14-15 years ago in this business, he said, “There is no strategic advantage of being the second lowest price leader in town.” So if you can’t beat Walmart, there’s no sense in being the lowest price leader in town. But there’s a huge strategic advantage of being the most expensive person in town. So if you’re creating something like, you create a product and become a commodity and you’re racing to the bottom, or you understand how to create an offer, which de-commoditizes you, I’ll show you here in a minute, and makes it so you can charge whatever you want. So that’s kind of the key that you have to understand. So a product is like a one singular thing. An offer is you take a product and you bundle it with a bunch of other things to increase the value and make it unique and separate and different. If I would have sold this as a digital marketing event, there’s like 800 digital marketing events you could have gone to right? Why did you guys fly here in the middle of the rain? It’s because it’s different right, it’s wasn’t just a product. It’s not a marketing event, it’s a whole bunch of other stuff. When you bought Clickfunnels, most of you guys didn’t buy it because “here’s software that builds websites.” There’s tons of software that builds websites, right. We created irresistible offers and bundle them together to make you go crazy to come and buy and come here and do things right. I spend a ton of time focusing on how to create an offer. One thing you have to understand, there are, basically there are two ways to make your product the cheapest in town. What’s the best way to illustrate this? The first way is obvious, if you want to be the cheapest product in town, you have to decrease the price, which again, funnel hackers don’t do that. We don’t. We should make a t-shirt that says, “Funnel Hackers don’t decrease prices.” If you decrease the price you become cheaper than somebody else. The other thing is if you increase the value of what you’re offering, then you become cheaper. Because if I sell you something and it’s worth a million dollars and I only sell it for a thousand, that’s cheaper than the person that sells you something that’s a thousand bucks and it’s worth a thousand bucks. Does that make sense? So I can either decrease the price or I can increase the value to increase the value of the thing. But if you look at this, it’s interesting. I had this conversation with my kids the other day. How much money you make is 100% tied to how much value you give. It’s 100% correlation. So my kids were asking me, my kids are cute because they’re at the age where they’re trying to start figuring things out. And one of my sons, Bowen was like, ‘Dad, it doesn’t make any sense. This guy over here (one of our friends) is a doctor and he’s way better than you and you make way more money than him. How come?” And I said, “You get paid based on how much value you offer.” He’s like, “But dad, he operates on people. That’s way more valuable than what you do.” And I smiled, I said, “It’s definitely more difficult. I can’t imagine that. But you don’t understand. He’s only able to operate on one human being at a time. So he’s offering insane amounts of value for one person. So because of that, he gets paid really, really well, but it’s finite. It’s as big as it can be. I’m able to offer value to 4,500 people or 76,000 people, or a million people because I create something of value and I create and sell it so many more times.” So I said, “That’s the reason why I’m able to make more money than doctors, because of how that works.” And I kept explaining this to him, so I told him, “Look, if you want to get a job you get paid based on how much value you have. So if you get a job at McDonalds and they’re paying, whatever it was, minimum wage nowadays, $8 an hour. That’s how much value you’re getting. But if you go and create something and you can do something bigger, the value is so much higher and you can get paid more money for that.” And I was trying to explain this to a kid which is really fun. So the whole name of this game is you’re creating funnels and you’re figuring out your hook, your story, and your offer. You’re trying to increase the value. So the offer increases the value of whatever it is you’re trying to sell. So I’m going to show you some practical life examples. The first one here is dating. When I met my beautiful wife, Collette the very first time, there were tons of men who wanted to date her. And I was just a product, I was like, “Hey, I’m wearing baggy pants and I have a shaved head and glasses.” That was the product, that was the best I had. There were much better looking dudes who dressed nice and all sorts of stuff. And I was like, looking at me in a lineup, there’s much better offers, there’s much better products, because I was a commodity at that time. So it’s like, okay, if I’m going to convince my wife to marry me, who’s way more beautiful than me, what do I gotta do? I have to create an offer. I have to make this better. This is true for any of the single men who are trying to figure out how things work, you’ve got to bundle. So if I’m like, “Hey, do you want to go on a date with me?” She’s like, ‘I got asked by four other people this week.” I’m like, “Okay, this is the deal. I planned a date that’s going to be amazing. What we’re going to do is we’re going to go to dinner. What’s your favorite place to eat? We’re going to go there. And then what do you like to do?” and we plan an actual date and make an amazing offer. Then she’s not judging it as me versus somebody else, product versus product. She’s like, “Oh man, that experience seems amazing.” And the offer is better. So when you’re dating it’s the same thing. When you’re business partners, when Todd came to me as a business partner, he had so much value. It wasn’t just like, ”Oh I’m a programmer.” It’s like, “I’m a programmer who can turn your dreams into a vision, into reality.” I can do this, I can do this, and it all the sudden becomes this amazing offer. It’s like, “Oh my gosh I can’t say no.” The value gets so big. So it works in dating, and it also works for movies. How many of you guys are pumped to see this movie next week? How many of you guys have no idea what movie this is? So if I came up to you and I was like, “Hey, Captain Marvel is coming out next week. Who wants to go with me?” This room is fine, but if I walked into a normal room like, “Who wants to go to Captain Marvel with me?” they’d be like, “Eh..” I’d be like, “This is the deal, Captain Marvel is coming out. I’m so excited to come and se this movie. I’m so excited that what I did, it comes out on my birthday, March 8th is my birthday and that’s the day it comes live, but the night before they’re doing a private screening in Boise. And I saw this commercial for it the other day and on the commercial it said ‘the movie is coming out, make sure to book your tickets now.’ So I went to the little app, to Fandango app, and I looked at the theater, there’s only one theater playing it at 7:30 at night the night before and half the theater is taken. And I was like, ‘half the theater is taken.’ So I bought the other half. “ This is a true story. Collette’s like, ‘Why do you keep buying all these tickets.” I’m like, ‘I don’t know, I’m sure someone’s going to want to hang out with me.” So if I was like, “This is the deal, you could come to Boise with me and we’re all going to go together. We got half the theater just for Funnel Hackers, it’s going to be amazing.” Now it went from a movie, a $20 movie to this experience. “And then ahead of time what we’re going to do, we’re going to go to my favorite sushi restaurant, there’s a roll called the rattlesnake roll and it’s like this little Podunk joint in Boise that seems kind of weird. But the literally have the best sushi on planet earth. I always bring people and theyr’e like, ‘oh yes, sushi in Boise is going to be great.’ And then they have it and they’re like, ‘oh my gosh, this is the greatest sushi I’ve ever had.’ I’m like, ‘I know.” How many of you guys have been there with me? A couple, yeah, it’s insane. “So what we’re going to do is we’re going to go to sushi first, I’m going to introduce you guys to the rattlesnake roll, best roll on planet earth, then we’re going to go and have a separate funnel hackers section, we’re going to watch captain marvel together, third thing is I’m going to buy costumes for each of us, and all of us get to pick somebody, it’s going to be amazing. It’s going to be awesome. And then fourth off, after it’s done, we’ll come back to my house and we’ll just goof off. We’ll play in the wrestling room, play on the tramps and stuff, it’ll be amazing.” How many of you guys want to come to that movie now? Do you see how I increased the value? It went from “it’s a $20, I’m going to a movie.” To “Oh my gosh, I’m going to book a plane and we’re going to fly there tonight.” Right. Just by increasing the offer. So if someone’s not buying your thing it’s because the offer’s not good. How do you increase the offer? How do you make it better? Always think, “How do I make it better? How do I make it better?” We have a product we sell right now, it’s 2 pieces of paper and we sell it for a thousand bucks. How many of you guys will give me a thousand bucks for two pieces of paper? My die hards, thank you. We literally do. I have two pieces of sales script, high ticket sales script, it’s two pieces of paper we sell for a thousand bucks. And if you look at it you’re like, ‘I would never pay a thousand bucks for two pieces of paper Russell.” And most people wouldn’t, but I’m like, “These two pieces of paper, guess what they are? This is our high ticket sales script. Today we’ve done just short of 30 million dollars in sales with these two pieces of paper. Someone picks up the phone, you read this one, then you read the other side, then they give you money. It’s amazing. It just works, every single time.” And I didn’t make it up, people have been using it for years, there’s been billions of dollars tracked back to these two pages, and the person I know in the world who’s the best at this is a guy named Robbie. In fact, Robbie’s here in the room, where’s Robbie at? He’s here somewhere, he’s probably out…Robbie is the one who showed me this script initially and he trained me and then he trained our sales guys and built a whole team and he had everyone on it. “So for a thousand bucks I’ll give you two pages, but then I’ll also give you Robbie in a box. So how many of you guys would also like Robbie to make videos to train your entire sales team for you? It’s amazing right. So you hire sales people you give them these two pages, and you say, ‘watch the video of Robbie teaching you.’ They watch those for like 3 hours and they come out ruthless sales people who can sell anybody anything.’ And then you’re like, “That’s cool but I don’t have any ads.” I’m like, “Okay, how about this? I will give you the ads we run and I’ll give you the funnels I run. I’ll just give those to you as well. And then I can hook up a call and you can jump on a call with Robbie for 30 minutes and he’ll train your sales people one on one and make sure it customizes the script specifically for you.” Now how many of you guys would pay a thousand bucks for that offer? Do you see how it works? It went from two pieces of paper til I bundle it and all the sudden it’s like, ‘oh my gosh, I have to have that.’ If people aren’t buying, again, it’s always hook, story, offer. If it’s offer it’s because you don’t have, you gotta figure out how to make it better, how to increase it. The one funnel away challenge is the same thing. This is a challenge where you get to jump on a coaching call every day for thirty days. Did you see the energy like, ‘ugh’? Now let me tell you all the stuff you get, the first thing you get is the big old box in the mail. Inside the box is a book called thirtydays.com where 30 people of our two comma club winners each wrote a chapter about how they got in the two comma club. Then there’s videos of them showing behind the scenes of each of their funnels. Then on top of that you’re going to get 30 days of video from me, then you get 30 days of video from Julie Stoian, and then on top of that Stephen Larsen’s going to come one every single day and yell at you and make sure you actually get the stuff done. By the time they’re done, your funnel is going to be finished. We go on and on and on and all the sudden this is the most irresistible offer of all time. The first challenge we had 7500 people sign up for it. My goal is to get 10,000 people a month signing up for this challenge and we keep making the offer better and better and better. If you want to sell more stuff, figure out your offer and make it sexier, increase it, make it better.
Aired 4 months ago 70:10
Kailey Dickerson (Wife of Russell Dickerson)
And. Sees the Queen of. Zone. No win. No one can win. Is this absurd of get real podcast? I ...
Get Real -w- Caroline Hobby