The Key to Consistent Online Success with Omar Eltakrori
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Hey everyone, this is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I hope you guys are awesome today. I'm really excited. I got a really cool episode for you guys today. I think you're really going to like it.

as you guys know, a couple weeks ago I flew out and I went and visited Ryan Panetta and Andy Elliott and visiting their offices to kind of see their setup and while I was there recorded some podcasts that you guys have had a chance to hear already on the

And when I was there, I met this really cool dude named Omar and he was like, Hey, before you head out, do you have a chance to do a podcast with me? And, um, luckily we had time and had a really cool conversation about becoming an expert and finding your voice and like you're calling it, what you're trying to do and then how to craft a sales presentation to get people to move and to change and a whole bunch of other really cool things. It was really fun. Um, really fun interview that I enjoyed. Uh,

uh, some blown up on his channel. And I thought I'd throw it here for you guys as well to make sure you have a chance to listen in on this conversation. Cause I think there's a lot of really cool, powerful things that you guys could benefit from, um, for everything that we talked about. And yeah, so that's it. I hope you enjoyed this episode called how to sell your knowledge and make more money online in 2024.

In the last decade, I went from being a startup entrepreneur to selling over a billion dollars in my own products and services online. This show is going to show you how to start, grow, and scale a business online. My name is Russell Brunson, and welcome to the Marketing Secrets Podcast. Today's department is the expert department. You are someone who believes you're really good at what you do, but yet you feel either underpaid or maybe unknown. Nobody knows that you're the best at what you do. I have with me Russell Brunson.

best-selling author of Expert Secrets, nine-figure entrepreneur, and the expert of experts.

Big mistake people make is they're trying to be like, hey, this is who I am. Like, I can help you. Like, they don't care about you. Like, eventually they will, but at first they don't. They just care about themselves. And so it's understanding, like, who am I creating this for? Like, who's my dream customer? Who's my avatar? What do you wish you had known a year ago? You know, now, like, that's what you start sharing. Everybody I know, they're like, bro, if you just commit a year to a weekly webinar, it'll change your life. If you do a webinar a week, every week for a year, by the time the year's up, you'll never have financial worries again.

What are some best practices to get people to the next step? If you ever watch any of my webinars, they're very structured. I don't deviate. In fact, my script I teach is called The Perfect Webinar because it's perfect. So the basic gist is...

Honestly, this is so cool. I've only had my podcast for like six months. It has done really well beyond what I could have imagined. But it's allowed me to be able to interview and stuff. And so I'm grateful. Shout out to Ryan Pineda, by the way, who connected us. And we had a really cool day. Learned a lot from you. Yeah, it was a lot of fun today. And it might sound weird for me to tell you this, but I love your mind. Oh, thank you. You know, I love your mind.

Just the way you process and think and you're genius. And I think there's so much that you can, we can talk about. I feel like a lot of the times I think about the audience of my podcast and a lot of them are just starting out their side hustle people and, and,

and they're learning the game online, building their personal brand, you know, the funnels and all these things. And so I'm excited to get into this conversation and just want to say I'm honored, honestly. Oh, thank you. I love this kind of stuff. It's been a long time. I haven't done podcasts for a couple of years, so this is kind of fun getting back and sharing some ideas. So I'm excited for this. Yeah. Why would you, I mean, it's funny because I heard you earlier that like, yeah, you just kind of burnt out from creating something. So like you made a move. Yeah. Maybe

made you a lot of money and probably what it would, did you get comfortable or are you just, was there? No, it was, I launched my third book and, um,

I had never in New York Times bestseller list. I wanted to. So I was like, okay, I'm going to kill myself for this one. And so when the book launched, I did hundreds of podcast interviews and radio spots. And it was just like, it was during COVID. So we're already doing Zoom anyway all the time. It was just like, I got so burned out of that. I was like, I'm going to take a break. And then I just never untook the break. Literally, today was my first podcast back. This is my second. So just kind of, just, just,

just kind of fun. And, you know, we're in a new phase in our company where we're focusing again on growth and some new ideas, new things we're doing. So it's like, okay, this is fun to kind of reshare with people and get back out into the world and tell everybody hi if I haven't seen you for a couple of years. That's so cool. Yeah. I would ask someone like you who would have so much of their money, uh,

you know, situation taken care of that yet you see the value in creating content. What, what is the value you see beyond the financial ROI or do you see that long-term brand building play? So,

Everyone has different motivations and I'm big in personality profiling. So if you take the DISC profile, there's another one called motivators and it shows you what your top motivators are. My number one motivation based on this test is ROI. And at first I thought it meant ROI like I have to get a return on my investment and

And I kind of confused, like, I understand I love business and stuff, but it wasn't that big a deal to me. But one of my coaches who's really good at reading his test, she's like, no, you have to understand like what ROI means is like you want a good return on investment in every situation. She's like, that's why you struggled in school. You couldn't see the ROI. That's why some conversations you hide from other ones you love. It's like, if you see the ROI, you love the thing. And so for me, my business is all about like, the reason why I'm still doing what I'm doing is because like, I love learning.

I love putting stuff out there. Like the books I've written, I'm so proud of them because they've sold so many copies, but like the ROI of like the book is, is huge for me. Right. And so for me, it's like the reason why we create content is because we have this moment, which will be cool for the next hour or so, whatever. And then it'll be done, but then it'll go online and it'll be there and it'll live for a while. And like, but it'll, it'll like that moment we'll live on for, for a year, 10 years, you know, I could be dead in 20 years. Somebody be watching this. Like I'm coming from the grave. Like what's up everybody. You know? And like, we don't know. And so it's just, it's, excuse me. It's one of those things where it's,

I think creating content is one of the best ROIs of your time because it's not just the moment, right? Like you do a sales call, it's great, but then it's over. You do a live event, it's great, then it's over. Like putting out content consistently, just the ROI of that, like it extends your life, you know? Yeah, I believe there's like – there's not too many activities that multiply yourself like that, you know? But that's really cool. And I think –

You know, something I kind of want to bring back to most people that listen and watch, you know, are good at what they do, or at least they believe so. And that's why they're selling something. But you wrote a series of books on if you're good at this thing or whatever it is you are. How did you know yourself that you were your, you were an expert in what you did? Yeah.

Yeah. It's one of those things that it's hard when we decide we want to become an expert. I don't know if you decide it, but it's like, it's hard because the thing that we're really good at is like a superpower to us. Right. It seems common sense. Like, Oh, this is, it's like the curse of expert is what people call it. Yeah, for sure. So for me, like I had started my business while I was in college, I was building these funnels and like, but I assumed that everyone else knew what I knew. Like I saw that people building funnels, like, Oh, we all know the same thing. And so I didn't think much about it for the first 10 years.

And then about 10 years in, I always wanted to write a book. So I'm going to write a book someday. So I was like, I'm going to write a book on funnels because that's what I was excited about. So my very first book is called Dotcom Secrets. And I remember I wrote it. I remember when I was done, I was like, this is like all common sense stuff. Like what if nobody likes this book, you know? And so I remember printing it and it's,

It's interesting that they say with writers, writing is this private process. You're by yourself in your own mind, your own ideas, and it's very private. And then the book is very public, so you're putting it out to the world. And I remember getting the first copy of the book back, and I was so excited, but then I was so scared to show anybody. And one of my friends, I don't know if you know Rich Sheffrin, but he's one of the most voracious readers I know. He does a YouTube video showing how he reads 20 books a day, and he's crazy.

And I remember I sent him a copy and I was so scared. Cause I was like, this dude has read every book. Like I was like, had so much anxiety. In fact, I almost didn't send it to him. And then I find this, I'm gonna send it to him. And I remember he messaged me back like three or four days later. And he's like, dude, this was a really good book. I was like, oh my gosh. And then I was like, I had a couple other friends and people started messaging me back. And I was like,

I was like, and they started asking me questions. These people I thought knew what I knew because we're all doing something similar. Like I had no idea about this and this and all this stuff. And I was like, oh my gosh, like I had no idea that I had something of value until I was willing to put it out there. And then it came back and other people were like, oh, this is new. And I think that's a lot of times,

We assume that our superpower, everybody has it. And the reality is like – even like your angle, the way you look at something is different and like when you're willing to share it, there's always somebody else you can help with it. You know what I mean? And there's always people who are like – who are – I think a lot of people struggle because like, well, I'm not here yet. Like when I get here, then I'll share. But the reality is –

there could be 10 years, a hundred. I may never get there. Right. But if I start producing, start sharing stuff today, like there's people who like, I'm, I'm, I'm a year ahead on the journey or six months ahead on the journey. Like you can help those people today. There's no reason to wait until you're at this level before you start helping people like help people today because you've, you've, you've accomplished something you hear today. Right. Like there's something that I think that's the biggest thing is understanding that and be like, Oh, there's people that, that I can help today. Um, one question people have asked me before is like,

Like who, who am I, who am I creating this for? Like, who's my dream customer? Who's my avatar or whatever. And I was like, usually it's you like five years ago, you three years ago, you a year ago, like thinking back about them, like, what do you wish you had known a year ago? You know, now like that's what you start sharing and that's the people that are where you were at are the ones who start following you. Yeah. That's really good. Yeah. I've, I've been doing video for like,

I think over 15 years. And it's so many capacities from the agency flow to the, you know, the teaching and now I've been coaching and, um, and it baffles my mind. A lot of times, like the most elementary things that I know, it's just mind blowing to a lot of people. Yeah. If you were showing me video, like I don't even know how to edit anything. Like I remember I saw my video, it was like being open and all different tracks and stuff. I was like,

That looks so scary. And like, Oh, it's simple. You just do it. I'm like, that's amazing. I have no idea how you do that. And I'm grateful. I had no idea, obviously, uh, that, that, that the world would come to a place where video would be such a, you know, a skill that I think most business owners should kind of grasp at some level at a basic level. Um, that's really cool. When you say you're saying funnel, can you just define really quickly what a funnel is? And then when, when, when were you exposed to, um,

funnest yeah so i got i got exposed back actually in college one of my very first products ever was um

was a DVD teaching people how to make potato guns, which is a weird thing. That was my very first thing I ever created myself. And I was trying to sell it online. And initially I didn't know how to, I, I'd seen websites. So I put up a website, you know, like everyone else has and had all these things on it. And I started like buying Google ads and nobody bought off it. And I was like, this is how did you know to make something? How did you know to teach something that young? I was, I,

Again, I was in college, but I was studying this stuff. I was looking at people who have a success and there's a guy, he's still at Frank Kearns. You may know him, but Frank had a, had a course back and they called the underachiever method. And it was like how to make money being an underachiever. And he would show, I was like,

you know, you find, you find online that people are searching for something. So I could be like, how to teach a parrot how to talk. And then you'd go and you hire somebody to write a book about how to teach a parrot how to talk. And then you put it together and you, you sell it. So I was like, okay. So I was like, well, I know how to make potato guns. And so my buddy and I, I remember I did the research and,

back then, I think there was a site, it was called Overture for those who've been around for 20 years. It's not around anymore, but you would, you type in a keyword and it would show you how many people each month were searching for that. I remember, I still remember, I was in college. I was like, I typed it in and there was 18,000 people a month searching for how to make potato gun. I was like,

I can sell those people something. And so I remember my buddy who – we had made potato guns before. I called him. I was like, hey, I have an idea. We're going to make a DVD, teach people how to make potato guns. He's like, why would you do that? I'm like, I don't know. I think people are going to buy it on the internet. He's like, you're so weird. I was like – but we had nothing else to do. He's like, all right. So we went and we borrowed a little – one of those hand camera quarters from somebody. One of the people lived on our street.

And then we drove to Home Depot and clicked record. And it's like, all right, we're here at Home Depot and we're going to buy a pipe. And we showed the pipes to buy. And then we bought the glue and bought the barbecue igniter, bought the pieces. And then we went back to, my wife had a job at a shop. So we went to the shop and got permission from the owner. Went back there and we filmed us like cutting the pipes and gluing them together and then do the whole thing. And then we snuck into the college. It was on a Saturday. We snuck into college and we found a room that the door still opened. It had a whiteboard. So we snuck in there. We filmed us on a whiteboard like, like,

we found all like the mathematical form is how you could have pipe like the, you know, the, the barrel to chamber volume ratio needs to be this. And so like, we're acting like we're scientists, like writing on the whiteboard, like we're so smart teaching it, you know, just the dumbest thing. So we filmed the whole thing and then got done and we figured out how to burn it on a DVD and we burned like 10 of them. And then I put up the website and, and that was kind of how it all started was that very first thing. And again, at first I was selling like a normal website and nobody was really buying. And then I went back to what Frank was doing. I looked at,

The way he was telling me it was different. It was just, it was like a, just a simple page. Like first page is like, how is it? When you land on, it's like, give me your email address in exchange for a free tip on whatever. So I had, give me email, just to give you a free tip on how to make a potato gun. And I put an email address in the next page. It's like, Hey, um, I just emailed you a tip. Um, I got this DVD. It's got like 20 ways to make potato guns. If you want to buy a copy, it's 27 bucks. There's a link down below and there'll be an order button. And that was kind of how it started. So I started doing that and I started buying Google ads.

And overnight, um, sales started coming in like 18,000 people searching potato guns. Every once in a while, one of them saw my ad, they click on it and they buy my potato gun DVD. I was like, this is the greatest thing in the world. And it worked for a little while. I remember, um, cause my wife and I just got married. It was cool. Cause like every day we make, you know, one or two sales, make 20 or 30 bucks. And

and I had to give, I had to pay Google for the ads. Maybe I'd spend $5 in Google ads, but I'd make, you know, 20 bucks or something. And so we'd go out to dinner and like, we'd do different. And like, I remember feeling like I was this, you know, like I've, I've arrived, like I'm making money. I have a job. And then, um,

Back then, Google changed their algorithm. I was three or four weeks into this thing where I thought I was the smartest person in the world. Google changed how they were charging things. All of a sudden, overnight, I was spending $5 a day in ads. I was spending $100 a day in ads. We stopped making money. We spent $100 and made $20. The whole thing, after two days, I'm like, God, I turned it all off. I was like, dang it. The whole thing fell apart. That's when I called one of my friends who was doing a similar business. He told me, he's like,

We were talking about this. He said, same thing happened to me. He's like, I had an idea. He's like, I created an upsell. I'm like, what's an upsell? He's like, you know when you go to McDonald's and you order a Big Mac and they ask you if you want fries and a Coke? I'm like, yeah. He's like, that's an upsell. He's like, most of McDonald's, most of their profit comes from the upsell. He's like, go back to your DVD. And he's like, you just need an upsell. When someone buys a potato gun DVD, what's the next thing they need? And I was like, I don't even know. What would they need? And he's like, well, after they buy it, what do they have to do? I'm like, we have to go to Home Depot and buy potato guns and buy the kits, you know? He's like, you should sell a potato gun kit.

And I was like, okay. And I didn't really want to make kits for people, but I started Googling and I found a company actually so strange in Idaho that made potato gun kits. So I called them up, we set up a partnership and it was like $200 potato gun kit. And so I made my very first upsell. So I'm going to buy the DVD and next page, they would buy a potato gun kit for $200. I think I paid them like $30 for it. I got to keep the rest of it. So I made that upsell in there. I turned the ads back on and the ads still cost me like a hundred dollars to sell a DVD. But then like

a third of them bought this upsell and I got, and all of a sudden it became profitable. And I was like, this is the greatest thing. It sounds like my first funnel ever.

And I did potato guns. But I was like, this would work in other businesses besides this, right? And so I started telling people the story what I was doing. And I met, I remember I met the world's fastest reader, Howard Berg. And I was like, we could do this with your business. And so he taught a course on how to speed read. Then we made an upsell. I put it all together and we launched it and it started making money. And then I met someone that was doing couponing. I'm like, I can turn that into a business. And so they're like, would the cut coupons? Do you ever see the extreme couponing TV show? She was on one of those shows. So she was like,

She'd buy $100 in groceries for like six cents or something. So I was like, that's a business. So we'd like, I record her teaching what she was doing. We made a little funnel and we sold that. And then I started going niche after niche. Like I found this really ugly guy who was really good at picking up girls apparently. And he's like, I get, I was like that, we could sell that. So I made a video of him like,

teaching how he was getting girls and we sold that to a market. So it was just like every person I ran into who was good at anything, I'm like, there's a business there. So we started filming them, putting them up. And that's kind of how I got started in this business was just doing that. It was so much fun. That's so, I mean, I think I listened to that and I'm like, that's so ahead of the time that like you took some, something that was in somebody's brain that was natural to them. And it's like, let's get this on video and create something. Um, and then

selling something that also you know the physical aspect was cool that you had that as the upsell but for the most part you were selling something that didn't require any fulfillment yeah moving forward we stopped doing cds was just like the login to member and it was a member sites for the member site we had like a password protected page and they everyone had the same password because we didn't know how to do it anyway any other ways they log in and all the videos were in there and um we'd host them on youtube so that's the only place you could host videos back then but we'd we'd uh

make them private and then embed them on our page, which is people just watching YouTube videos they pay us for. And like, it was so cool.

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So you got right into like paid advertising and then, you know, I'm, I'm a big organic guy. I just never tapped into it. I never actually ran an ad. I've, I've gotten all this way, just slow, like a slow build, you know? Yeah. What,

What, I mean, how would you advise people as far as like their approach now, like where we're at now, like paid ad versus organic approach? Yeah, it's, it's, there's pros and cons both ways, right? Like paid ads are nice, you can flip a switch and traffic starts coming, but you got to pay for it.

I always tell people, you got to pay one way. You're paying with money, you're paying with time. And so when people have more money than time, like paid out is the best way to start. But if you have more time than money, then organic is the best way. And I think realistically, it's great to do both because, you know, as you know, organic takes a little while to take off. But eventually over time, it becomes this huge snowball. It could be bigger and way better, you know, versus paid. It's like,

you know, as soon as you stop paying ads, it stops. Like it just, it's on and off, but there's, it doesn't build over time. And so the hybrid is the best of doing both. That's the best of both worlds. But I think for someone just beginning organics, the best way to start for sure, because it gives you a chance to, to practice and become good. You know, like, you know, I don't know about your very first podcast, but it probably wasn't as good as the last one you did. Right. Like, and a lot of times,

It's funny because people get so nervous like, oh, no one's going to hear who I am. I'm like, that's usually good at first. Because usually you're pretty bad. It's like, do one, do another one. In fact, I remember my first podcast I launched was called Marketing Your Car. And when I was driving around, I would just record it in my car because that was my studio. It's great. Great dynamics. Room dynamics. Yeah. And I remember because the way I set up, I'm not very technical. So I didn't know how to check downloads or stats. I had no idea. So I was just doing it. I had no idea people were listening.

And I'm grateful I didn't because it took like two years where we found out. I logged in and it was like people had been watching, but for a long time, no one was even listening. And I had one of my – Steve Larson who became an intern for me. Now he's got a really big company. But he told me, he's like, when I got into your world, he's like, I listened to your podcast. He's like, the first like 35, 40 episodes, they were really, really bad. But by 42, 43, you started like getting into it and then it became really, really good.

I was like, I am so grateful that I had no idea that nobody was listening or I would have stopped after 10. The fact I had no idea, like I went to 45 and then I learned how to speak and like, and carry on conversation. And, you know, and so I think a lot of times people get scared because like no one's watching. It's like, that's good because you're really bad right now. So just keep doing it. And what's interesting is that like the longer you do it,

the more likely your audience is to find you, right? Like people wait, like they want to see who's going to endure long enough to actually get noticed. And that's how the university algorithms, whatever it is, like they reward you by doing it consistently over time. So it's just going into it knowing that I'm really bad. No one's watching. That's a good thing. And start doing it. And by the time you get good enough that people will watch you, that's when they will start showing up. What's your favorite kind of content to consume? To consume? Oh man, I am a big audio podcaster. That's probably my number one.

I'm getting more on YouTube because we're becoming YouTubers now. So I'm trying to understand it. But my default is still audio. I work really hard and I'm working. So I never do stuff. And then when I'm off and I'm working out or running or driving, that's when I consume most everything. So I haven't done a lot of paid ad conversations. So it's cool if we can go there. So when you do a paid ad –

There is usually like what they call like cold, like you're maybe seeing somebody or somebody seeing you for the very first time. Yeah. So, you know, in all the various of people that you've helped with paid ads and, you know, doing cold, I guess, you know, marketing, what are some best practices to get people to the next step? Yeah. The key is how can you warm up quickly? Because it's expensive if you don't, right? Mm-hmm.

And so what I found initially is like when someone sees an ad originally, initially like it's not about you as the person, it's about them as the consumer, right? So usually it's like I'm focusing on like what's the hook that's going to get someone to stop? It's very much about them and like the problem they're trying to solve.

before they even know who i am like they don't care who i am right uh big mistake people make is they're trying to be like hey this is who i am like i can help you like they don't care about you like and eventually they will but at first they don't they just care about themselves and so it's understanding like that's what the ad's going to be so you look at when you swipe through instagram or tiktok whatever you're like you start noticing which ads are talking about them versus which ads are speaking to me so that's the first thing so i'm looking that then from there they're going to click on it and then they're going to land on a funnel like that's the first page and so there's a million types of funnels you can do but the one that i found that like

They get somebody from like a cold prospect to like buying something the fastest. We warm them up. My favorite is the webinar because they register for the webinar. It's promising to solve some problem or something for them, right? They register for it and then this event happens. It could be right away. It could be the next day, whatever. They register and then when they show up, you've got anywhere from an hour to 90 minutes to two hours to like teach them to talk to them and communicate. And like you have this really intimate time to like build a bond with them where they're going from – I know you were yesterday. Yeah.

I had a problem. I clicked on this thing. Now I'm here. And like, if you do it correctly, you build a connection with them. They get to know you. And in, you know, 90 minutes from then you can sell them a course, you know, because they, they built that connection. Um, so that's for me the fastest way, um, because you got to make your money back on paid ads quickly. Otherwise you can go broke really quickly. So it's like, how do I build that relationship and that connection the fastest? And, um, for me, the webinar is the fastest way to do it. So you've noticed most of my front ends in most of my companies now are all pushing to some type of webinar. And, um,

I'm working on a webinar. And a part of me is like, man, this is like old stuff. But everybody I know, they've like committed, like they're like, bro, if you just commit a year to a weekly webinar, it'll change your life. That's the premise of my expert secrets book. I told you, I'm like, if you do a webinar a week,

every week for a year, by the time the year's up, you'll never have financial worries again. And anyone who I know who's committed to that and actually done it, it's been true. Very few have committed to and do it. And it was funny because like I wrote that book after I had done it. When I launched ClickFunnels, that was the model. I was like, I was doing, I was in four or five webinars a week for the first almost year. I just kept doing, doing, doing them. And like,

And that was like how we grew ClickFunnels. So I wrote that book. Everyone's like, how did you grow ClickFunnels? I was like, you're not going to want to hear it. You're going to think it's a magic trick. He's like, no, I did a webinar every single week because it gives you the ability to learn the audience and get better at the skill. The way that I did mine is I do the webinar every

And at the end of the webinar, we sell something, you know, and then I'd export all of the comments from people on the webinar. It was really cool because you see like, oh, minute 13, everyone's asking this question about this thing. You're like, oh, so you go back to your slides and like answer that question, you know, and then you go minute 42 or you find all the spots, people get stuck and then you change your presentation and then you go live again the next week.

And it was crazy. It's like you resolve people's concerns before they even come up. Like, how does he know that I'm even thinking about this? It's like, oh, because everyone has this, you know, and I kept doing that for a year. Every time I do the webinar, export the comments, tweak the slides, I kept doing that, doing that to the point where, you know, I could give you my webinar.

webinar verbatim off the top of my head right now. I've done it so many times. And I would resolve every single concern as they come up because I just know what they are. Like they're all going to, you know, and so like that's really the key of mastery is you do that. And that way when someone shows up, they're just like, I feel like he's speaking to me. Every problem I have, he's responding to it before I even get there. Like, yeah, I know who you are. I know how to serve you. Like, trust me. And then you can take them on the rest of the journey. Yeah.

Is there another word? I mean, maybe I feel that way. I feel because like the word web. I know. I hate the word too. It's almost like we were talking about pitching and it's like even the word pitching is getting like, you know, it's funny how words just over time get, I think a lot of people just start adding their own definitions. For sure. You would say like a webinar is essentially a presentation. Yeah. My world is a 90 minute presentation, 60 minutes of teaching, 30 minutes of making an offer.

Yeah. Can you like kind of walk through like for sure? Yeah. Yeah. I'm, if you ever watched any of my webinars, they're very structured. I don't deviate. In fact, my script I teach is called the perfect webinar because it's perfect. So the basic gist is every webinar you want to, you're, you're, you're focusing the entire presentation on,

this mistake most will make is they try to like solve 10 things in a webinar, right? And that's not the goal. The goal is fair. What's the one big domino that you have to help that person with? Like there's just one, right? And then everything else in the presentation is just trying to knock down that one domino from different angles, different directions, right? So for me, it's like, okay, someone's coming to my world. Let's say it's weight loss. You want to lose weight. You come to my webinar. And so my very first thing is I'm going to tell you like,

I'm going to introduce myself. Do it for me. Yeah. I use podcasting as a form of coaching too. Okay. Give me an offer. Yeah, we want to sell. I want to help people build their personal brands. Okay. Yeah. Cool. So we want to build personal brands. Tell me really quickly, like backstory, how you got into this. So I got into this because I...

You know, I, you know, I guess we can go as far back as when I first saw Gary Vee, you know, an entrepreneur who started documenting his life and created an audience. And when he had the opportunity to sell something like his book, people jumped on it like crazy, bought a ton of stuff.

And then over time, I see people becoming essentially the Gary Vee of their industry or the Gary Vee of their expertise. And if you could find your way of becoming the authority, the trusted resource and face and person that you wouldn't have a hard time, you know, selling things. Yeah. So and so we're living in a world where I believe if you build your personal brand,

you can create wealth quickly. And, and, and in my, and so I like, I think I was creating YouTube videos or like tutorial based videos. It wasn't really building my like personal brand, but I took it serious. Like in 2021, 2022, I was like, I'm going to, I'm going to post videos of my, of me for on Instagram sharing like insights. And they're going to be videos of me where I'm not even creating, I'm not looking into the camera. I'll just have a camera rolling. If I'm doing a coach call or whatever. And,

And over time, like people just follow me. I didn't ask for anything. And then I said, hey, I'm going to do this beta program. And 50 people signed up at $2,000. And I made $100,000 in a day or so, you know. And that was all because of brand. And so I've been helping a lot of people kind of dial in what that looks like for them. But I just feel like it's one of the most important things you should be building right now. Yeah.

Yeah. Okay. First off, you know, the first 15 minutes webinar, the first 15 minutes is like, you get them on, you get excited, you tell them what the promise is going to be. And then you get some nice credibility. And then you transition to your origin story about how you discover the framework you're going to teach them. So you have the whole origin story, right? You tell the origin story and the mistake people make is they think the origin story is about like their origin story. Like,

Like, you know, I was 12 years old. It's like the order story, how you discovered this, the framework. Right. And so you just did perfect. You did one thing, the whole thing. The other thing I would add, I would add in more, um, the mistakes you made along the way. Like I tried this, it didn't work. I tried this, it didn't work. I tried, you know, like things that you tried that didn't work until you discovered like, this is the way I'm going to do it. Right. Um,

And then at the end of it, it's like, and I discovered this is the framework I discovered. And for you, I would give it like a proprietary name. Like for me, like I call my framework in the ClickFunnels world, it's called funnel hacking. This is the funnel hacking framework that we teach people. This is what I discovered. So you make a proprietary name for the framework you discover. What would you call it? I do have like a, it's a, it's a,

Maybe it's not a proprietary name, but I teach from a quadrant that I came up with. It's called the content quadrant for building your brand. Very cool. And it's a square because it's a quadrant. And like the top left is the messaging and the mindset. The next one is the method and the makeover to how you're going to choose to show up and how it's going to look and all those things.

Then the third is the money. How does this all make sense financially? And then the fourth is multiply. It's like, okay, I tackled the YouTube giant. Now it's time to do the next thing. Okay.

By the way, you're doing more of a perfect. So after you introduce, tell the origin story, discover the framework, then you transition to, I break it down to three secrets. Um, being called three strategies, three, two, whatever. So the first thing you're gonna talk about is basically the framework. So you just did that perfectly. So like, here's the framework. And I would say, okay, secret number one, I'm gonna teach you guys my cash, which call it the,

The content quadrant framework. And you just teach it like you did. Step number one is this. Step number two is this. So you walk through and you teach the thing. This is going to be a 15-minute teaching. Like the time is 15 minutes. The key when you're teaching is you're going to – like for each thing you teach in the webinar, first thing you teach is like how you discovered it. Second thing is you're going to teach the strategy behind it.

Third thing is you are not going to teach the tactics. This is where everybody makes a mistake. Tactics are the thing they're buying from you to end the webinar. So you skip the tactics. And then number four is you're going to share a result that either you or a client got. That's it. So there's four things. How you learned or you earned it. Teach the strategy. Do not teach the tactics. The webinar will bomb if you teach the tactics.

And he teaches a success story about someone doing it. So that's the thing. So you just did it perfectly. The strategy is like, step number one is this, step number two is this, step number three, step number four. And then share a success story. So for example, I showed Julie over here and I told her the whole framework. She did it. She did this, does this, and you show the results. It's like, oh, and they freak out and they see the result. And so that's that first 15 minute block. So you had a 15 minute teaching story, 15 minutes telling your backstory, 15 minutes teaching the actual framework.

And now you're halfway to them giving you money. You ready for the rest of it? Okay. Okay. So next thing, now they see that. They saw your framework and they're like, oh my gosh, that's really, really cool. Like I can see how that framework would help me get the result I'm trying to get, right? But then what happens instinctively inside humans' minds is our brains like – our brains are fast. They can do anything but also –

brain activity is very high calorically dense. Like it takes a lot of calories for you to think and figure things out. So your brain's like, that's really cool. But if I do that, it's gonna cost a lot of work. So it's trying to look at any way to like escape from the thing. Right. And so you see people when you, they, when you're, you're selling from stage or a webinar, you see like, they're getting excited. Then they're like, ah,

like they have this weird, like I get it. I think this would work, but like, ah, it's the brain trying to find an outlet. So the first outlet they always instinctively go to is like, that's really, really cool. I don't know if I could do it. I'm not as cool as you. I don't have video skills. You, I'm not as, you know, I can't talk like, you know, they, it's always the internal faults belief they have about why they can't possibly do it. So the next 15 minutes of the presentation is all shifting that. So it's like,

you get them to believe it's actually possible for them. So for me, this is typically like a product demo or it's a, something where I'm showing you how easy it is. So in my ClickFunnels webinar, this is where I teach the funnels initially. People are like, that's amazing. But like, I'm not technical. I can't build a funnel. So I transitioned the demo. Let me show you how this works. It's so simple. And I'm like, you open up ClickFunnels and you drag the thing here and you drop it. It's so simple. Like, oh, you see how easy this is? And people are like, I can actually do this. So for you, I would like, why would you say that wouldn't be tech showing the tactics or whatever? Um,

because it's not showing so the tactics would be if i'm building a funnel it's good like the tax is that okay step one we're gonna set the meta tags on the phone okay step two we're gonna do like this is more like yeah like we're gonna open the thing here's their pages you click on this here's how you drag and drop you see how cool that is they're seeing like oh i could do that yeah so if you had be i don't know if it's video editing or something but i'd be showing like this is how easy like i get my iphone i film the thing from there i i clip it out i use the ai it chops it all up and then like it's done and i post on youtube that's it they're like

I can actually do that. Right. So they see that. So also it's like, Oh, I could do it. So first step, first secret, the goal is to get them to believe like the framework work for them. The framework is the thing that will get them the result. Number two is that they can actually do it. And then the third thing that our brains looking for more outlet, it's like that would work, but I, I can't because of this. And it's usually pointing to some external thing. So in my world, it's always like,

I get them to believe that a funnel is like the best thing that will grow their company. They believe they could build the funnel, but I don't know how to drive traffic. In the weight loss market, it's usually like, I believe that this diet would work for me. I believe I could actually do the diet, but...

My spouse always has junk food in the house. My kids have cookies. Like I can't do it because your brain's trying to blame somebody else. So you gotta figure out like, what's the thing they're going to blame next? And so it could be money. It could be like, what do you think your dream customer, what would you be blaming externally? Why they don't think they could, they could implement it.

Yeah, I mean, I would say they're not that. They're not the person that we're always talking about. Yeah. They're not the Alex's. Then they're, you know, they're not the Ryan Pineda. They're just like, I'm just Joe Schmo. Yeah. Cool. So that's when the third thing, which is the last 15 minutes of the hour, is transition that. So you got to show them like, okay, let me show you how this works for anybody. And now I'm going to show... Which I got people who are like...

ordinary people that have created incredible brands yeah online with their you know with video and stuff and and as I've been working out my web class I see all the elements that I have to do that but okay so you then show somebody that can do it or if I show it I show them the process like this how they did it like I showed you how to do it this is what they did they followed the steps they step one step two step three they posted this was a god this is the result and

And all of a sudden it's like, oh my gosh, first off, I believe that this framework he shared with me is the one that's going to work. I know I can actually do it. There's nothing externally keeping me from it. So that's the hour, the first hour of the webinar is that. And if I can get them to go through that, there's like, oh my gosh, like,

this could actually work for me. I actually believe this. And then when I transitioned from the hour to, to my, I call it the stack and the close. The first thing I do is ask permission. I'm like, just get some value from this. Like, yeah, this is amazing. And said, and then I come back. I'm like, look, obviously in an hour, I can't show you everything. I should walk you through the strategy, but I didn't have time to dive into tactics where I'm going to show you. I give sit in my house next three days. I can show you how to edit the videos, how to do things in the right ways to do it. But we don't have time. Um,

But what I'd like to know is like, would you, like I put together something that you could actually take this home with you. And that way over the next two or three weeks, you can have videos from me showing you exactly how to do this. Are you cool if I spend, make 10 minutes going through a special offer that'll help you to actually implement everything I've talked about today?

And if I'm at an event, I ask them to raise their hand. If they don't raise their hand, I'm like, okay, I'm good. I already know stuff. I can leave. They're like, no, no, no. I'm like, hey, who here wants me, is willing to give me 10 minutes to show you how I can give you the things to help you implement it? And you'll see everyone's hands go up. On a webinar, same thing. I ask permission. I wait until I see the yeses coming in. If they don't say yes, I'm like, if he doesn't want this, it doesn't matter to me. I already know how to do this. I wait for them. And as soon as they get yes, they say, yes, yes, yes. Then everyone gives me permission to sell. I do not sell until they give me permission.

When I used to not do that way, I would go to an event and I would transition to sell. And you see people popping up and walking out angry. He's like, oh, he's just trying to sell me something. And so I make sure the hours like is complete. They got value. I've been told that some people are doing that on the front end now. Which part of that? Like just at the very beginning. Like, hey, you know, before we get into this, you know, I am committed that in this next 90 minutes that I have with you that you're going to get so much information. It's going to blow your mind.

And, um, I want to, you know, I think, I think the phrase, the phraseology is like, um, I want to make a commitment that it, that if you get something, like you just say it up front, that if you get something so valuable out of this, something you've never maybe even learned before and something you could take home and implement immediately, um,

that you will give me the opportunity to share how we can work together. Yeah, that's cool. I've done it with a few, I've done three webinars in my life right now. And usually they're like, yeah, yeah, yeah. But I don't know if that's just because they know me from online. Maybe they already love me in that regard. So I would have met, I don't know. Yeah, I've never tested that, but I can see how it could work. So yeah. But okay, so you get the permission to sell. Yeah, and then next 30 minutes, I present the offer. So what I present the offer is,

create what I call an offer stack. I learned this from Armin Morin, who's the guy who kind of entered this and a brilliant stage presenter. But basically he told me, he's like, if you, if you go to somebody, you're like, Hey, if you sign up now, I'm going to give you this and I'll give you this bonus. And you share a whole bunch of stuff. He's like, human mind only remembers the last thing it was told. So if you give them like 10 different things and the last thing you give them is like bonus 12,

And then you're like, I'm only going to charge you $1,000. Like they're likening bonus $12,000. They're trying to justify that. And she's like, ah. And so the sales are usually flat. So the stack that Armin invented is amazing. But basically, as you talk about the offers, like first thing you're going to get is this. And you talk about it. You show a picture. You show testimonials. You talk about it.

And then you go to what I call stack slide. So what that means you're going to get is this thing right here, that component number one, and the value of that is this. And you show the value. And then you go to the second. Now, here's the second thing you're getting. You explain that, talk about it, show the bonuses. And you come back to the stack side. So what that means is you're going to get number one. I talked about earlier this and this. Now the value is this.

and you go through the third part of the offer and you come back to the stack side and you usually get this, this, and this. So you keep doing that and you're stacking it. And the very last slide, you're like, here's – you go through every single thing they're going to get and then you introduce the price. So they're seeing like here's everything and they liken the price to the whole offer. And they're like, oh my gosh, this is insane. Like it's such a dumb little nuanced thing. But when I use the stack, I make a lot of money. When I don't, it always bombs. And so like after bombing like two times in a row, I swore to myself, this is a decade and a half ago. I was like, I will never pitch again if I don't use the stack. I haven't and it's just –

It's the best thing in the world. So that's how I introduced the offer. And then we offered the product to him. And that's kind of the basic structure of the webinar. That's really so helpful. I mean, you break it down into like essentially four parts in the first hour. And then the last part is just that stack. There's some information out there that like it's hard to sell more than like a $3,000 offer on a web class. Have you tested like?

A max amount? It's just people aren't good. So I have a certification, $10,000 certification. I sell off a webinar. I'm not even a webinar and it works. So, but I do have a lot of friends who, if it goes above even $2,000, $3,000, they'll do a webinar, but they'll push to a phone call or to something to sell a higher ticket. I think that's a crutch a lot of people use. I just...

We've never successfully had a sales team for a long time. In fact, I was telling you earlier that we fired our team again last night. So for the most part, I try to get really good at selling from a webinar. And it's probably not as efficient as like a one-on-one sales phone call. But I can have 100 people or 1,000 people at once versus 100 phone – Right. So like –

I'm sure we lose a couple people we would have got on a phone call, but at the same time, I can do more faster, more consistent, more often. So yeah, anything's possible. Just believe in it.

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What has been your process in getting better at the skill of sales? Yeah. Initially, when I first got in this game, this is back 20 years ago, I went to my very first event and I saw a speaker do this, speak from stage and sell. And I was just like,

This is insane. I saw the whole thing. The guy made a bunch of money and I was like counting the people in the back of the room. I'm like, you know, freaking out about the whole, how much money the guy made. I saw a speaker after, it was back in the day, 20 years ago, these multi-speaker events where every speaker was selling something, you know? So I'd watch 10 people sell on the weekend. I was like, this is insane.

And I remember watching that. I was like, I have to learn the skillset. So I hired some coaches who would, who were doing that. So I kind of learned it. And then I would just go to a lot of events. And so a lot of the, I speak at an event, but I would show up day one and I watch all the other speakers to see how they were doing it. And it was, it was just fun because everyone had their own little nuance. Like Armin had the stack, you know? Um,

And Joel Bauer is one who did – who asked for permission before he introduced the clothes. I'm like, that's a great idea. Like I would just watch everyone's thing and I would take notes. I'm like, oh, that's cool. That's cool. And I go back to my slides. I add it. And then I would try – usually the first one or two times I try, like I would mess it up. I'd look stupid. But I was like, they did it so cool. So I'd like watch them again until I could perfect it and I got better at that. And so I spent 10 years on the road at events going city to city, doing these kind of things. And it was interesting because back then –

You know, some events I show up to and there'd be 500 people, which for me was amazing. Sometimes I show up and there's like eight people there and like half of them were speakers. And so I just sit in a room and, you know...

I would watch the speakers and I talked to speakers and we share notes and like, Oh, I saw so-and-so do this. So-and-so do this. And it was just kind of a cool era of my life where we're just learning and practicing. And then when the recession hit 2008 events dried up and they were just gone forever. Like there were no more events. And so I was like, Oh, well this is a dead skillset. I guess it's not useful. And then by the time people were doing tele seminars. So we do these calls on the phone and then a couple of years later transition to webinars. So go to webinar came out and eventually zoom came out. And so we started doing these webinars on zoom, same stage presentation, but we did them on zoom.

and it worked as well, if not better. It was crazy. It's most of the people who were all these speakers that I knew back in the day, like when the recession hit, they all retired and they quit. And so it's crazy when, when they events came back, I started webinars. I was the only one doing webinars. Like I just used my old pitch. I started from there and I started innovating and no one else was doing them. And I was just like, this is crazy. This is like the easiest thing in the world. Everyone's like, how did you learn how to do that? I'm like,

like 50 different people I learned from. And so the expert secrets book was like literally the book of like me showing everything like slide by slide, what I do, how I do, how I position it. But it's just all these amazing people I learned from back in the early two thousands who were some of the greatest stage presenters in the world. There's a guy named Ted Thomas who,

They used to call him the Pied Piper of selling. And in fact, there's videos online. If you Google him or YouTube, you can see like he'd have this line of people behind him. And they all have their credit cards in their hand. And he's like walking into the back of the room. And like it was crazy. Like we're watching videos of him. And one day I'm speaking at an event. I look out and I see him in the audience. I was like –

oh my gosh, like, I know that guy. And I was so scared. And he sat there watching my presentation and then he got done. And you know, after I got done, he, he like invited me to lunch. And I remember we were talking and he, um, he's asked a bunch of questions. I'm just kind of nodding. I'm talking to him and not knowing anything. And then, uh, and then he stops talking. He's like, look at your head right now. And I'm like, what? He's like, look at your head. And I'm like, Oh, he's like, you're nodding. I'm like, yeah,

He's like, do you know how I did that? I'm like, no. He's like, it's the thing I do called trial closes. He's like, the thing you're missing in your webinar, your presentation. He's like, I sat in the back to watch. He's like, everyone loved, they were engaged in your presentation, but nobody's heads moved the whole time. They're all just sitting there.

He's like, when you watch me speak from back, if you sit in the backstage, the heads in the room, like it's like waves of a sea just move. He's like, the way I did it, he's like, I just asked questions. He called them trial closes. He's like, I asked trial close every time. Instead of just like telling us something, I share them something. I'm like, are you guys getting this? Does that make sense? You see how this could work for you? Like, what would you do if that was you? And he just asked these questions to get people thinking and nodding their heads. And so I remember he told me that.

And then I had an auto webinar at the time that was doing really well. I think we were averaging nine. If I remember the stats, it was like $9 and 50 cents. Everyone who registered for this webinar. And after hearing him talk, I went back to my, to went back home and my brother was editing my webinars and we rewatched the entire thing. I just recorded me doing these little trial closes. Like,

500 of them. And I had my brothers edit them into the audio. So the webinar didn't change other than me just dropping his little trial closes. So every time you have a testimonial, he'd follow like five or six trial closes. Like, Oh, can you imagine yourself doing that? Isn't that amazing? Like just getting those, these little yeses.

So I record those. We rented out the webinar, re-uploaded it and split test that one versus the original. It went from like $9. I had, I wrote a whole report on this. I remember the numbers like $9 and 50 cents per registrant to $16, like 50 cents per registrant, just adding a trial close. And so it's like all those little things I learned over a decade and me speaking from all these amazing people that I just started weaving into everything I do. And I've trained all my people now, like, these are all the things I learned. Here's what I learned from. And

Um, and it's just made selling, it's just been fun, you know, and it's been fun now because now a lot of people are doing it. So everyone's kind of innovating and I'm still learning from people like, yeah, I know. I know. I, I feel like I'm on like a, I'm at like 20 months, 18 months of just being cognizant that this is a skill I wanted to get good in. And it is crazy because I'm learning a lot from Myron, you know, um, and just how, you know, it's, it's persuasion.

And I remember I was on a call and, you know, I was like, dude, this is crazy. You know, we did a podcast together and somebody was so convinced at our conversation that they called and wanted to maybe join the mastermind from our conversation. And he's like, Omar, can I coach you? And I was like, okay. He's like, we didn't convince them. We persuaded them. And I was like, you know, he's like, the difference is convincing people is getting somebody, somebody to do something for just my benefit. Yeah.

And then persuading is getting somebody out of their own way to do something that's beneficial for them and also beneficial for me.

And, um, from that point on, I was like, dang, this is a whole nother way of thinking about it. Cause it, cause when you get it, when you see it from that point of view, then you see, you start seeing that selling and getting good at it is actually serving. Uh, it's made me a better listener and because I'm better at listening, I'm better at speaking. And because I'm better at speaking now, I'm connecting better to people that I'm trying to help, you know? And, and I'm just so fascinated at like the, the different dynamics and, and how you can go about doing it.

I do have a gnarly question because I think there are people that can abuse the skill. For sure. And maybe do go into the manipulation knowing that it is a few things that they could start doing. I don't know. How do you...

I think the question is how do you maybe check yourself to make sure that you're not just marketing and selling just for marketing and selling sake? For sure. Yeah. First off, I agree. I see that a lot in our world and industry. I see speakers who – I've seen – anyway. I've seen people who cry on stage and they come up afterwards laughing about it and stuff. So there's a lot of manipulation that bothers me a lot. For me, it's like –

I look at my business probably different than some people. Like some people are like, this is what I sell. This is what I do. For me, it's like my business is – I feel like it's a calling. I believe it's a calling from God. It's like I've been called to serve a specific group of people, right? And so for me, it's their entrepreneurs. And it's not all entrepreneurs. It's like these certain type of entrepreneurs. Like that's who I've been called to serve.

So my job is to come in, like, how do I, how do I serve them? How do I help them? How do I, um, help them get out of their way? How do I break their false beliefs? Like if you look at the entire goal of the webinar presentation is not so much like teach them a million things as much as to break the false beliefs, the things that are holding them back. Right. And so, um,

And so for me, it's like, my goal is not to serve these people once. I've been in this business now for over, I don't know, my 22nd year. And in 20 years, the number of people who started where I started, yeah, insane. And so for me, it's come back to like, this customer I'm serving, I'm going to be serving him another 20 years from now. Yeah.

And if you're burning people and churning people, like you may make money in the short term, but they're not still around. You know what I mean? And I can, I could tell you names of hundreds of people, you know, I've seen come and go because they're so focused on the product, the sales, the money versus like, who is the person I've been called to serve? And so for me, and I'm not perfect, I've made mistakes along the way for sure. But I try to always think back, like, is this going to help them? If so, like, how can I, like, what do I need to do? How do I help them? How do I guide them? How do I help make sure that like, they can take the steps? I know like,

I'm such a big believer in human potential. Like I see people, I'm like, I, like, I believe like, I think for most times when people join my coaching programs, I've had this conversation, like I believe in what they do more than they do. I'm like, I know you can change people's lives. I had, um, Stacey and Paul Martino came in my world and they help people with relationships. And, um, uh, they have like, I think the national average is like 60% divorce rate or something crazy. And they're like in their program, they have a 1% divorce rate. And

And like, they came to my world. I'm like, I believe in what you do so much. Like, I think you were capable of like, you need to tell us everybody like, like, and it was like training them on how to sell how to do these kind of things. Because I'm like, if you this is what you have is actually true. And I believe it was I went to I actually signed up for their programs. I went through is great for my wife. And I'm like, these things are actually true. And they are like, you have this moral obligation to figure out how to do this. Because God gives you a gift. And you don't go figure out how to serve people with it. Like,

Like that's not a good steward of an idea or a gift. Right. So it's like, I think he wants us to develop these skillsets. And there's always people that use it for bad and that sucks. And I hate that people get burned because of that. And I can only focus on my own self, but for everyone, it's just like, if you want to do, it's like looking at business without lens of the customer you've been called to serve and how do I serve those people? Like that's, that's what my business changed for me. It's like everything. Cause then it's like, how do I, what do I need to create for these people? Like, how do I make

this process simpler. Like my books all came from me trying to teach my dream client stuff and they're all confused. I'm like, how do I simplify this? How do I simplify it? To eventually became a bunch of doodles and all my books are just doodles. I'm like, here's the doodles. Like, oh, this makes sense. Like, oh, okay, cool. Like ClickFunnels came about like, how do I make this simpler for our customers? I ran events for five years teaching funnels. People would come and I show them, they understood the strategy of funnels. I'm like, okay, now you go and hire someone in the Philippines or India or Romania to build a funnel for you. That's what I was doing. And nobody could figure out that step of it.

I'm like, ah, how do we make this simpler? And that's when we had that idea, like build software that makes it easy. And then boom, ClickFunnels was born. My events, my coaching, everything's like looking back at my dream customer, like how do I make this simpler for them?

When I think about it that way, then the ideas start flowing. And I guess people miss. They're like, why do I want to create this product? No, no, no. It's about them. How do you serve them? And all the answers will come. Yeah, that's really good. And yeah, I think that's a lot of it is just you've outlasted, which has proven the foundation that you stand on. How would you encourage somebody who – like how did you arrive to like the assurance of knowing that these are the people that I'm called to serve? Yeah.

Because everybody wants to serve everybody. Yeah. But there's something powerful about knowing who you're supposed to serve. Yeah. I don't think I knew for a long time. And I actually had a really good coach who was the first person to point it out to me. Because I was like, in my mind, like there's business and there's like the spiritual side of my life. And I was on this coaching call with me and she's like, you don't see it, do you? I'm like, what? She's like, you don't see how these things are like, like how they're interacting. I'm like, I'm teaching people how to make money. How's that help? She's like, when you teach people how to make money, they can stop stressing about other things. They can serve people. They can do like, she helped me understand like how what I was doing was like,

changing their lives and the lives of people. And all of a sudden it clicked in my head and I was like, oh my gosh, this is crazy. And then the next phase that comes with that is then it gets tough because like you said, you want to serve everybody or people come to you when they leave and they're angry. It's like, how do you deal with that? And I remember I was actually reading the New Testament and Jesus Christ said something. He said,

um, you're talking about his people. He's like, my sheep will hear my voice and they will be one fold with one shepherd. And from a stranger, and then a stranger, they built apart. Yeah. Yeah. I thought about that. I was like, Christ is saying that him, like you look at like Chris, like Christ and Christianity. It's like, so like there's people who are all in and people are not, and that's okay. Right. And I think the same thing with us, like you put your message out there and your sheep will hear your voice. They'll come to you. And like, some people aren't, some people are going to hate you. You go to Google and type

my name in and go down two or three pages. A lot of people hate me, right? But for my people, I've changed their life. Like they, like they're my sheep. That's who I'm going to call to serve. And so it's more so like believing that and then putting your stuff out there, just hope, like just putting it out there and your sheep will hear your voice. Your people will hear your voice. They're going to come to you.

That's just the law of nature. It's how it works, right? Yeah. And just understanding that and being okay with it. Like I have people all the time who want me to do all these other businesses, other things. I'm like, those are all amazing things, but those are your things. It's not my thing. Dang. They want me to come and like invest in their startup or they want me to do their charity. I'm like, that's your calling. It's not mine. My calling is this. And this is who I've been called to serve.

And that's your, like, go do it. Like you have my permission, go and do it, you know? But it's just focusing on the people you've been called to. And if you do that, it feels like, at least in my experience, like all the other things kind of line up. That's fire. That's amazing. I love it. You, you've made, so it's like, it's a cool pattern. Like knowing that you're called to a specific, to serve a specific individual,

And then I would say God honoring that by you just walking in it. And as a result, and this might not be everybody's, you know, maybe story, but you've made a lot of money. And we, I don't know, spent hours just jamming and, you know, just hearing your mind and all that stuff. And you have such a drive to still do more. I don't know. I would say like it's convicting because like something in my mind says like I have this point where maybe I'll get and then maybe I'll pull back or whatever.

I guess the question is what makes you really keep going and not get too comfortable? Yeah. I think a couple of things. Number one, I really like it. So that's part of it. I enjoy it. I join the people. I join the process. Number two is like, I thought about this a lot because again, I believe in calling and this says in scriptures, many are called, but few are chosen. It's like, why? And I believe everyone's called. I believe everyone's called to serve people. Most people never do. It's like, why are they not? And I was thinking about this a little while ago. I was like,

If you ever had the experience where like you have an idea and, but then you see someone else has, does something that you're like, Oh, I had that idea too. I'm like, Oh, frustrated. And it's like my, my thought, my guess, I don't know. I might be wrong, but I feel like God gives everyone these like ideas. He's like, I'm going to give you an idea. I'm gonna see what you can do with it. So for me, I look back at my first start in this business, like potato gun. Let's just see what he's going to do with that.

And he's like, I'm gonna give you an idea. I'm gonna see if he's gonna be a good steward of that idea. He gives it to me and it's like, oh, Russell did like, it was a potato guy, but stupid, who cares? But like, he was a good steward of an idea. I'm gonna give him a better one. Here's a new idea. And then he's checking, is he gonna be a good steward of this idea or is he not? And if I am, then he's gonna give me another one and another one. I think about this because I was in this business for a decade before the idea for ClickFunnels came out, right? And if I would've got the idea day one, first off, I wouldn't have been able to handle it, I wouldn't have known. But it was like,

It was like each thing led to the next, the next, the next, and it increased my capacity, right? Like, like I got better because of the thing. And then God's like, oh, he's a good steward of ideas. Let me give another, let me give another one. And so like, I felt that in my path for the last 20 years of doing this game. And for me, like ideas keep coming and I like, I don't want to, like, I want to be a good steward of the ideas that are coming to me. And so I feel that's part of it for me as well. It's just like,

I don't want to be the guy that's like, I'm done. Like no more ideas, please. Like stop and come in. Like, cause then what does that say about me? You know what I mean? I want to be someone who's a good steward of the things that come to me. So they keep coming to me cause I love them. So that's been kind of my thought again. I might, it may be, may be wrong, but in my head, that's how it works. And so I just kind of look at that. I'm like, okay, bring me the idea. I'm going to execute on it. Just do it and hope for the best and see what happens next. No, I felt that I felt like before I went off and started like the whole video department thing, I, cause I served a lot of other people's,

companies and organizations. And I felt like it was time and I kept like kind of putting it off. And then that was, that's where I felt like convicted because at one thing, at one point it was kind of just, eh, I like, it's a good idea. Like it's, it's okay. Everything's taken care of. And then it got to a point where I started feeling like if I don't do this, I will feel like a bad steward and I can't live with that, you know? And so, yeah,

I think that's, there's just good, like to have the security knowing that you're called to do a thing. And then, and then that's why you can be in it for so long, you know? And, and that's what's, that's the one thing that we can't know, but no guru can, can teach somebody how to do. It's just like something you just have to arrive to your, so, um, what, when just on, like on a personal standpoint, like, so what, what's your, like,

like in choice of investing your finances that you're making above and beyond your living to, I don't know, maybe generate an inheritance for your kids, kids. And yeah. Uh, like what's your choice of investment? So I paid off all my houses cause that's, you know, people are like, don't do that stupid. But for me, I just wanted the security of knowing that if I do some gamble, it's stupid. Thank you. So that was the first thing. And then, um, we invest a lot of experiences for our family. You know, we do really cool things with the kids. Um, and

And then for me, it's like, I'm, I don't know. I'm not, I'm not like a traditional investor by any stretch of imagination. Like for me, it's like I invest in old books. That's my, my thing I've spent years.

in the last three or four years, probably $15 million in old books and manuscripts and things like that. And then I'm building a museum and a library and event center, um, to create experiences for people. Cause there's, there's some really cool things I've discovered and found. And so that's where I invest most of my money. Um, and it'll turn into like what I'm creating will turn into a business that will keep paying for itself, but I'm trying to create something that's, um, that's bigger than just me. Um,

you know, I look at some of these authors I collect, like some of the greatest minds of all time. And most people never heard of their names. You've heard people who are like Napoleon Hill and some of the bigger names, but there's always amazing people who some of the greatest minds ever. They wrote books, they put these things out. And then within a generation they were, they're, they're gone. Right. So for me, I'm trying to figure out how can I take, how can I figure out how to like take these people's legacies when they create and I want to extend, I want to like bring them back to life and like

And, and so that's my, my whole core thing I'm doing right now is that partially because I want to like get these messages out and like extend their life. But also it's like, I want to,

again, I come back to ROI. Like what's the ROI of my life? Like, I want to make sure that when I die, that I'm able to look at it and be like, man, like what I did didn't just end when I died. Like I want just to live forever. So I'm trying to figure out a process and a business to extend the lives of my favorite authors for forever. And then by doing that, I'm hoping to be able to like take my legacy, my books and my stuff I've been creating to have it also be able to live forever. So that's like the weird thing that I invest my time and money into. Um,

Are you just like on eBay every day? Every day. I love eBay. I have a lot of people I've met up through eBay who are scouring garage sales, bookstores, like everything for the things I'm looking for. That's super cool. Yeah, it's really cool. Side note, we just put an offer on a 60,000 square foot movie theater that we're going to be turning into an event center museum for all this stuff. And I'll be doing events, bringing people in to come see like here's –

I got spent $1.5 million on a pre first edition manuscript and pulling Hill wrote, uh, before he wrote laws of success. And like, cause I want people to come and see these things. And then I can tell them, then they'll care about Napoleon Hill and like what he did. And like, you know, so it's like,

It's going to be cool. It's going to be the first ever personal development museum on the planet with all the coolest archives. And that's going to be in Boise, Idaho. That's super cool. Dude, that's so – I mean just inspiring to hear all the things and you kind of left your CEO role to just –

focus in on and mistake me if I'm wrong. I just kind of heard somebody that you're because you love the funnel stuff so much and, and like the strategy that you're like, you're okay to stay in that. Oh, for sure. Yeah. I'm not a good CEO. I'm not a good operator, but I'm great building funnels. That's why it's funny. Cause like,

I had this huge company. I was like, I never wanted a company. I just wanted to build funnels and to do my art because funnels is my art. So for me to do my art, everything else had to be created around it. Tony Robbins talked about that. I remember the first time I met him in person and I was like, this is such a cool business. He's like, I'm not a business. He's like, I'm not an entrepreneur. He's like, this is my art. He's like, I had to figure out all the rest of this so I could do my art.

I was like, oh, it's so cool. That's how I feel. I'm not a business person, right? My art is funnels and that whole process is my art and everything else is kind of a byproduct. So yeah, as soon as I was able to not be the CEO, I stepped away quickly because that's not

that's not my core talent. My talent's the, the art. And that's what I want to focus on. That's so good. And just, just a lot of things to consider, think about. And I know a lot of people got a lot of value. Uh, where would people, where would you like people to go and check out your stuff? Like what do you got going on right now? Uh,

If you go to RussellBrunson.com, there's links to everything there. But come check out my podcast. I've got a marketing podcast. It's fun. I'm about to launch a personal development podcast. We have some really cool stuff on YouTube. But yeah, just come plug into any of my – I'm everywhere. So if you look for me, I'm on all the different places. Dude, and I would encourage you to check out his – it's the trio of books. Yeah. Everyone I know that has read those books, they're stinking rich.

It's just, I don't know. I mean, uh, go to the ball. That's the secret. Dude, I appreciate you. Thank you for having me. Yeah, that's fun, man.