(Full Audiobook) - Expert Secrets: by Russell Brunson

Expert Secrets is the map that will allow you to turn your specialized knowledge talents and abilities into a business that will work for you this is one of the shortcuts of the new rich Robert Kiyosaki introduction I had just gotten married earlier that year which meant I was one of just two married guys on the Boise State Wrestling team it was spring break and all of our friends had jumped into their cars to make the six-hour drive to Vegas to celebrate but Nathan plane and I were stuck at home because the beautiful women we had

married earlier were working hard to support their jobless wrestling husbands I was a sophomore at Boise State University for months leading up to spring break I Had been studying marketing and learning how to sell things online at that point almost everything I tried failed I tried selling on eBay and made a little bit of money but not enough to cover the shipping and listing fees I tried selling things on Craigslist I tried becoming an affiliate nothing seemed to work and I was a little desperate to figure out something that actually made good money It's funny

looking back now I didn't set out to become a potato gun expert but that's exactly what happened on the third day of spring break after we'd watched about a dozen movies we decided we had to get out of the house and do something that's when Nate said hey we should make a potato gun I had heard of potato guns before but I'd never actually seen one he told me how you could make them by Gluing PVC pipes together when they're dry you jam a potato down the barrel spray hairspray into the chamber create a little

spark and shoot them a few hundred yards I was so excited I could barely contain myself there was only one problem we didn't know how to make one so we found some websites that had free potato gun plans during our research we found out a bunch Of interesting things we learned you had to have the correct Barrel to chamber volume ratio or your potatoes wouldn't shoot very far we found out the right propellant to use the correct pressure for the pipes and lots of other important details we also learned how to keep ourselves safe meaning

which kinds of pipes and propellants would blow up and which ones wouldn't it didn't take long before we knew a ton Of great information about potato guns armed with this information we were ready to make our first gun so we went to Home Depot and bought the pipes glue barbecue igniters and other things we needed we spent the next few days making the gun and when it was finished we found a secluded location and started shooting it we had one of the best times of Our Lives It was so much fun we spent the rest

of that week making more guns trying out other plans and even creating some designs of Our Own during that week we learned more about potato guns than 95 of the world would ever know in fact you might say we became experts the next Monday when school started back up again I remember sitting in a finance class wishing I was out shooting potato guns and I had a flash of inspiration I thought I wonder if anyone else besides me searched for information on how to make potato gun plans last weekend there are places online where you

can see how many searches in Google are happening each month so I went to one of those websites typed in the keywords potato gun and found that over 18 000 people that month had searched for the phrase potato gun plans at that time there were no products no Plans and no other experts out there teaching people about potato guns there was a lot of free stuff but nothing for sale it occurred to me that this was my chance this was my opportunity to become an expert in potato guns and to sell my advice I figured

I knew about as much as any other potato gun expert out there so all I needed to do was create a product and Sell it I called Nate and convinced him to help me record a demo of us making potato guns we borrowed a little video camera and drove up to Home Depot when we got there and started filming someone asked us what we were doing we told them we were recording a video about making potato guns apparently Home Depot didn't want that type of liability and they threw us out So we drove to the

next Home Depot in town and this time we went into stealth mode I hid the camera under my jacket then pulled it out and started recording what we were buying as we bought the pipes barbecue igniters and propellants we returned home and filmed ourselves assembling the guns we described each step as we did it shared the secret Barrel to chamber volume ratios we discovered told them About our favorite propellants and instructed them how to keep safe eventually we had a video explaining the whole process then we turned our homemade video into a DVD to sell

online while I never became a millionaire as a potato gun expert we did make sales in fact we averaged anywhere from twenty dollars to thirty dollars a day selling the product which was huge for a couple of college kids It completely transformed my life and helped me understand the power of an expert business now as inspiring as selling potato gun DVDs can be I believe the true value of an expert business isn't the money you make but the people's lives you're able to change through your message and while the people who bought my DVDs were

able to have a great time making potato guns I felt like what I had learned from the process of selling my First information product was just a stepping stone for something bigger something I was meant to do little did I know at that time that this was where my real journey would begin a journey that has lasted over a decade now I started to find other experts in areas of life that fascinated me we took their messages and promoted them through this expert secret system I was developing Many of the early projects we worked on

failed but with each failure came a lesson on what worked and more importantly what didn't work I became obsessed with white people buying what you can do to influence their purchasing decisions even more rewarding was the impact that the right message can have on someone at the right time in their life like when someone is trying to lose Weight and they find an expert who resonates with them inspires them and gives them the right opportunity to finally make that change or the person who is trying to do better in school or a couple trying to

strengthen their marriage or an entrepreneur who wants to grow a company we all need help to grow and we seek out experts for that help one of our companies helps people overcome pornography addiction We partnered with an expert created an information product and started selling it online our message landed in the hands of men who were struggling with this addiction wives and mothers found our courses and used them to better understand the people they love who struggled with this addiction we started to make money but more importantly we watched as marriages were saved Families were

repaired and people's lives were changed forever that's real impact that's powerful that is what this book is about yes if you follow the system then you will make money but that is not the point that is merely the byproduct of helping others Zig Ziglar once said you will get all you want in life if you help enough other people get what they want The two types of expert businesses before we get too deep I want to point out that there are two types of expert businesses the tactics behind both are the same but the strategies

are a little different let me explain each of them so you can see which one best fits what you are trying to create expert business number one selling information products the first type of expert business is the One that most of you will probably be creating it involves you taking the life lessons that you've learned and packaging them into information products coaching and Consulting being an expert and selling information products is in my opinion the greatest startup in the world you don't need venture or startup Capital just a passion for what you're teaching as well

as learning how to tell Stories in a way that will get others excited about it as well I have hundreds of fun stories I could tell you about people who have taken their talents ideas and unique abilities to grow expert-based companies one of my favorite stories is from one of my friends Jacob Hiller growing up Jacob always wanted to be able to dunk a basketball butt for whatever reasons he wasn't able to it bothered him so much that he made it A mission to figure out how to increase his vertical jump he researched all sorts

of different regimens and became a human guinea pig testing these ideas out one by one as he started having success he would record videos showing the techniques that worked and post them on a YouTube channel he created at first nobody really cared but he was focusing on himself and improving his own vertical jump so it Didn't matter he recorded the videos for free and put them online because he loved it over time people started noticing they started to share his message with their friends and soon he built this nice little following of people just like

him who were interested in learning how to jump higher he went from having zero followers to 100 then 1000 and 10 000 and Beyond just by sharing what he was passionate about This is how many expert businesses start you find something you're passionate about and your obsession with learning and applying helps you become an expert who can lead others his viewers kept asking for more and that's when he realized he built something incredibly unique he then started creating products to teach others what he had learned and turned it into a company that now makes millions

of dollars teaching people how To jump as cool as Jacob's story is it's not unique another one of my friends Jermaine Griggs struggled with reading sheet music and became great at playing piano by ear he now makes millions a year from helping others learn how to play piano by ear my student Liz Benny was an amazing social media manager For herself and others but when she became an expert and started teaching others how to do it she made Millions Robert G Allen the great real estate investor and Coach once said that he made Millions doing

real estate but he made hundreds of millions teaching it that's how it typically starts we get excited about a topic and we start geeking out on it we learn we read books we study examples we listen to podcasts and we consume a Lot of information then we start using it for ourselves at some point we realize the only way to keep growing isn't to learn more but instead to shift our Focus from personal growth to contribution it's only by shifting our Focus to helping others that we continue to grow we coach others we create information

products and we start contributing to other people's growth when you do that you learn more about Yourself and the process as you do it contribution is the key to continued growth the first time I truly understood that I was in high school I was a state champion and an All-American wrestler I read and watched everything I could about wrestling my dad and I would study videos and practice moves every day then the summer before my senior year One of my coaches asked me if I'd help coach at the wrestling camp I'd never coached wrestling before

but thought it would be fun when I started I was coaching the younger wrestlers on Musa was intuitively good at but that others couldn't figure out at first it was really difficult to break down and explain why the move worked and how they were supposed to do it But as I taught the kids I started to notice why the move wasn't working for them and I'd say it's not working because your arm is bent the wrong way or you're at the wrong angle by teaching I had to dissect what I was doing and learn why

it worked as I became aware of those details I was able to better teach them to the kids and the awareness I gained from coaching also made me a much better athlete Contributing to other people's success helped me grow more than focusing on my own success the process with most expert businesses is the same first we become passionate about a particular topic we study we learn we implement but eventually we can't grow anymore from study alone we then shift our Focus to helping others with what we have learned and That contribution helps them which in

turn also helps us continue to grow expert business number two leveraging information products to grow an existing company if you already have a company you can use this expert secret system to quickly grow your company and get customers for free I was hesitant to title this book expert Secrets because I didn't want people to dismiss it simply because they sell Other types of products or Services besides information many people ask me how we turned click funnels into the fastest growing saas software as a service company in the history of the internet without venture capital or

any kind of startup backing the answer is that I first focused on selling information products as an expert that indoctrinated our customers and made them desire the real service we were trying to sell them Our competitors and Venture capitalists who have tried to invest with us couldn't understand how our cost to acquire a customer was better than free as you'll soon see each of our customers purchases an information product from us to start and we actually make money on that first transaction later we introduced those customers to click funnels making our cost to acquire a

customer less than zero dollars because we already got paid when they Purchased our information products we're actually getting paid to acquire customers which gives us the ability to acquire tens of thousands of customers almost overnight without spending any money out of our pockets when you start using the expert Secrets process for your company you'll find that a few amazing things will happen one complicated sales will become easy because the information products will indoctrinate potential Customers about why they need your product or service two you will be positioned as an expert instead of a commodity and

people will pay you more for the same thing they could get somewhere else all other options will become irrelevant price resistance will disappear and future sales will become easier three you will be able to acquire unlimited customers for free so every back-end sale you make will result in 100 profit four you'll be able to grow much faster this book has taken me over a decade to earn through trial and error making thousands of offers to millions of people I am only sharing strategies and tactics with you that are proven to work I hope you enjoy

this book and that it will help amplify your message to the world section one Creating your mass movement before we get started I need to share something that might seem a little backward at first but it is one of the keys to sharing and monetizing your message as you know the world is filled with experts who are broke people with advice and opinions and no one listening to them when I first started on this journey I realized that if I was going to have Success I needed to focus first on building an audience of people

I could share my message with I wasn't sure where to go or how to do that so I started studying historical figures who had built huge audiences and caused big changes the more examples I found the more patterns I noticed it didn't matter if I was studying Adolf Hitler in the Nazi party or Jesus Christ In Christianity all the examples I found had three things in common that helped them build a mass movement 1. they each had a charismatic leader or an attractive character two each of them focused on a future-based cause that was bigger

than themselves three they each offered Their audience a new opportunity after noticing this pattern I dug deeper into each of those three things to Reverse engineer what was happening and figure out why it worked what I discovered was fascinating and once I felt like I understood what worked my team and I applied those principles to my audience and I watched as people quickly transformed from your followers into true fans in 2008 Kevin Kelly wrote an article called one thousand true fans in that article he said A Creator such as an artist musician photographer craftsperson performer

animator designer vidomacker or author in other words anyone producing works of art needs to acquire only one thousand true fans to make a living a true fan is defined as someone who will purchase anything in everything you produce they will drive 200 miles to see you sing they will buy the Super Deluxe reissued High-res box set of your stuff even though they have the low-res version they have a Google alert set for your name they bookmark the eBay page where you're out of print editions show up they come to your openings they have you sign

their copies they buy the t-shirt and the mug and the hat they can't wait till you issue your next work They are true fans this section is all about how to create those true fans how to build your following we have a joke inside my highest level Mastermind group called the Inner Circle that each of them must focus on building their own cultures while we're not actually building a cult we are consciously creating a culture of true fans and this section will show you how to do The same so you can create a vehicle for

change in your fans lives secret number one the charismatic leader slash attractive character every great mass movement has a leader it's easy to assume that some people are just born leaders and others are not it's possible that your biggest fear when you first read the title expert Secrets was that you aren't a born leader or an expert I know that was true for me and still is some of the time in my personal life I am pretty shy and reserved but when I'm in my element speaking about the topics that I've mastered I am able

to lead you see people become leaders when they first try to master something for themselves then after they've discovered a path for themselves they share their knowledge With others it starts with your own personal growth but then transitions to contribution so if you're nervous about having what it takes to be a charismatic leader I want to spend a few minutes talking to you my guess is that you are amazing and I bet that the more amazing you are the harder it is for you to believe it am I right I've had a really rare opportunity

to Coach thousands of experts around the world in almost every Market you can dream of what's interesting is when I look at all these amazing people changing the lives of tens of thousands and in some cases millions of people almost all of them have felt an internal pull to want to serve and help people it's almost like a voice inside them telling them they are destined for greatness Yet at the same time they have this other voice that consistently tells them they're inadequate that they're not enough not smart enough not focused enough not thin enough

not experienced enough not good enough the strange thing is that often the more they do and the more people they help the louder the voice of inadequacy becomes whether you're just starting this Journey or you've been at it for a while just know that the biggest hurdle you're likely to face is being okay with positioning yourself as an expert what's equally important to understand is you're not alone I really feel for people struggling with that negative inner voice because in all honesty that's the way I often feel I feel like I have been blessed beyond

what any human being should ever be blessed with on this Earth And I feel that this gift I've been given from God is something I must share in fact if I don't share it that would be an injustice to him and the people I could serve yet as I am out there in the trenches every single day building companies working with entrepreneurs trying to change the world in my own little way I still wrestle with these feelings of inadequacy as I talk to people I realize that these Same feelings keep most people from Ever taking

on the mantle of an expert The Voice keeps them from stepping up and stepping into that role and it's a tragedy for a couple of reasons first it deprives them of the experience and the opportunities they should have and more importantly it deprives the people whose lives they could change those people you could Serve by sharing your god-given talents and expert Abilities they might never be reached so I want to pause here and take a moment not so much to convince you that you're an expert but to give you whatever permission you might need to

be able to move forward you have the ability and I believe the responsibility to serve others with your gifts whatever they are you've been blessed with talents ideas and unique abilities that have gotten you to where you are in life and those Gifts were given to you so you could share them with others there are people today who need what you have and they are just waiting for you to find your voice so you can help them change their lives what a tragedy for them if you don't develop your voice now the problem for most

of us is that our unique abilities are things that come second nature to us So they don't seem that amazing and we dismiss them for example I would say that one of my superpowers is being able to look at a business or a product line and within seconds know exactly how the owner should be selling those products I know what the scripts need to say I know what the sales process needs to be all these things just come so clearly to me As soon as I see a product I just know for whatever reason that's

my unique superpower now I wasn't born with this power I've spent over a decade of my life studying this stuff learning and experimenting with it I've immersed myself in it for so long that now I can just instantly see what needs to happen to me it seems like common sense how can people not see what I see I might dismiss that skill because it comes so easily to me but to other people what I have is a superpower it's a gift and it's a skill that people will pay hundreds of thousands of dollars to learn

from me not because I'm great but because I've spent so much time mastering this one skill my guess is that your superpower won't Seem like that big of a deal to you either it will be something that comes second nature something so simple that it couldn't possibly be that important if you're an amazing cook it's not that big of a deal for you but to someone who can't cook it's a huge deal maybe you're good at playing piano fixing motorcycles building chicken coops dancing or something else Look at what comes easy to you and what

you love to geek out on and chances are that's where your superpower is hiding just waiting to be developed and shared with the world but Russell I'm not certified I can't help people yet this is one objection I hear way too often I'm not certified I don't have a degree I haven't been to school for this How can I possibly claim to be an expert I always smile when I hear these words come out of someone's mouth because I know where I came from I asked them well I'm curious you paid me twenty five thousand

dollars or one hundred thousand dollars to teach you this stuff what do you think my credentials are they think about it and usually say something like I don't know do you have any marketing degrees I say nope I barely graduated from college and I got AC in marketing I didn't get good grades and I don't have any certifications to my name but guess what I'm really good at what I do my results are my certifications Tony Robbins told me that when he first started learning neuro-linguistic programming NLP he signed up for a six-month training course

and after just A few days he fell in love with it he gained skill quickly and wanted to start helping people immediately the trainer said you can't you're not certified yet Tony said certified I know how to help people let's go help that night he left his hotel room walked across the street to the nearest restaurant and started helping people quit smoking and assisting them with Lots of other amazing things he ended up getting kicked out of the program because he was practicing without being certified yet he's gone on to transform tens of millions of

people's lives using NLP all without any certifications your results are your certification I hereby give you permission to help people you're ready now but Russell what if others know more About my topic than me there's a book and a movie called Catch Me If You Can that illustrates this point pretty well it's the story of a famous con artist Franca bagnail a brilliant High School Dropout who masqueraded as an airline pilot a pediatrician and a district attorney among other things there is a point in the book where he starts teaching a Sociology class at Brigham

Young University He teaches the whole semester and no one ever figures out that he's not a real teacher later on when they finally do catch him the authorities ask how in the world did you teach that class you don't know anything about Advanced sociology he replied all I had to do was read one chapter ahead of the students that's the key you don't have to be the most Knowledgeable person in the world on your topic you just have to be one chapter ahead of the people you're helping there will always be people in the world

who are more advanced than you that's fine you can learn from them but don't let it stop you from helping the ones who are a chapter or two behind you who do you want to serve If you're going to start a mass movement and create a vehicle for change the first question you have to ask yourself is who do I want to serve the answer to that question is typically people who were just like you before you became an expert right as a charismatic leader you're going to lead people on a path you've walked before

sometimes it can be hard to identify exactly who those people are If you look closely you'll find that almost all expert businesses are based on one of three core markets health wealth or relationships so my first question for you is which of those three matches your area of expertise right now okay now that you've identified which core Market you fit into we need to dig at least two levels deep to find your specific audience let me show you what I mean Inside these three core markets are multiple sub-markets for example inside healthy could have dozens

of sub-markets like Diet nutrition strength training and weight loss inside the wealth Market you may have Finance investing real estate and sales and the same goes for the relationships Market you could have love dating advice marriage and parenting The list is practically endless in any of the Three core markets there are always new sub-markets popping up my next question for you is what sub-market does your area of expertise fit right now some of you may think that you found your answer you're a real estate expert or a dating or weight loss coach but the money

is not in the sub Market The riches are in the niches and those are One Step Beyond the sub-market look around at the other experts in your submarket and see what they are selling where do you fit into the ecosystem what can you offer people that's different and special the goal is to carve out a unique spot in that ecosystem where you can thrive that's your niche and that Niche is one of the keys to Success as an expert in the book Blue Ocean strategy by W John Kim and renamo born they talk about the

fact that most markets are red oceans full of blood because of all the sharks feeding on the same small pool of fish the sub Market is a very red ocean which is why it can be difficult to have success there if you think about how these markets have changed over time you'll see That the sub-markets and niches developed as a reaction to those red oceans the first person who taught health wealth or relationships was working in a blue ocean with no other sharks or competitors coming after their customers but people quickly saw the success so

they jumped into the waters too over time the waters grew red with sharks feeding on the same customers that's why it became necessary for People to create their own blue oceans that's where the sub-markets began the first teachers in these sub-markets experienced great success as well until people jumped in there and bloodied the waters the smart people looked around and figured out what they could create inside of their sub-market that would become a new opportunity to those customers they created a new blue ocean once again The mistake many people make today is they start looking

at the niches find one that looks good and start building their company from there the problem is that jumping into an existing Niche is stepping into someone else's blue ocean and if you are the third fourth or fifth person in that Niche then the waters are already starting to get bloody I suggest that you look at your sub market and try to create a new Niche a Fresh blue ocean for yourself create a new opportunity for people so they'll want to dive in this is what I mean when I say you need to carve out

your own spot in the ecosystem if you jump into an already existing red ocean you'll be fighting an apple battle but if you create a blue ocean you will find success so much easier I'm sure that this makes sense to you conceptually But in practice it can be a little harder to nail down just the right Niche one that matches your superpower when we get to secret number three later on I'll show you how to identify exactly what you are offering and how you are unique in your niche for now here are some examples to

help illustrate those blue oceans core Market sub-market niche Health Nutrition Health weight loss wealth real estate wealth online business Facebook traffic for e-commerce products relationships parenting dealing with teenagers relationships dating how to recover after a breakup as you can see you need to be a little creative to carve out your own Niche but it's the key to success as you'll discover in secret number three what you have to offer must be different From everyone else in your Market as you start looking around at the other experts in your sub Market you're going to find out

who your competitors are what they teach and how they do so then you will start to see where you fit into this ecosystem you want to create a message that will complement the other players in your Market not compete with them if you do this correctly all your big competitors will almost instantly become Your best partners after I've identified the market I want to serve I ask myself a few questions to make sure the particular Market will be able to sustain my new expert business before I ask these questions I usually back out of my

main Niche back to the sub-market I will be pulling people from the sub Market into my new Niche so these questions relate to the people in the sub-market Question number one would people in the submarket be excited about the new opportunity I'm presenting in my niche because you are pulling people from a submarket into your new Niche it's important to make sure they will be excited about what you want to share you will be creating a new opportunity for them and it has to be something that will make them interested enough to take action for

example let's say your hot Market Is Wealth your sub Market is real estate and the niche you are going to carve out for yourself is teaching people how to flip houses on eBay with people in real estate be excited about this new niche high fat diets weight loss for college students flipping houses on eBay question number two are the people in this market irrationally passionate before we ask how passionate the market Is I need to ask you a personal question are you irrationally passionate about your topic when you hang out with friends or family members

do you always bring it up even if no one else seems to care if so that's a good sign but are there others as irrationally passionate as you here are some of the things I look for to determine if my market is irrationally passionate Communities are there online forums and message boards and social groups dedicated to this topic how about Facebook groups and fan pages YouTube channels podcasts or blogs with others geeking out on this topic you love so much vocabulary does the market have its own special language in the internet marketing world you hear

words like autoresponder split testing and squeeze pages In the health and biohacking Market they talk about blood tests and ketones an irrationally passionate Market always has its own vocabulary does yours events does this Market have its own events they might be online or offline conferences seminars Summits or masterminds if events aren't happening in your Market you might have a hard time Getting people to attend webinars and training if they are already used to attending events you'll have a much easier time other experts does this Market have its own celebrities and gurus there must be established

experts already thriving in selling information products in your Market you don't want to be the first celebrity in a market you want a topic or Niche with its own Subculture already established go through these questions as many times as you need to in order to find the best market for you I don't want you to waste any time energy or money going after the wrong niche of people in your sub-markets aren't likely to follow you question number three are these people willing and able to spend money on information sometimes people are willing to spend Money

but they aren't able they are broke other times people have all the money in the world they are able but not willing to part with a dime your sub-market must be both willing and able to spend money for example I had a friend who saw huge potential in the video game Market he spent a fortune trying to launch his product in this new niche what he found was that even though there Were plenty of kids playing video games they didn't have credit cards it's hard to sell your mom on why you need to buy a

course that will help you play video games better even though the kids he was targeting may have been willing to buy they weren't able to but the opposite is true as well one of my inner circle members Joel erway started his expert business selling to Engineers who had good jobs What he found was that most of his dream clients did have money but they were not willing to spend it on coaching he spent almost a year trying different ways to sell his offers and had very few results as soon as he started selling to a

market that was willing and able to buy he became an overnight success who do you need to become as a leader J Abraham once said that people are silently begging to be led and I believe That it's true so how do you become the type of leader they need I've come up with a few rules you can follow to become a charismatic leader for your movement rule number one become an attractive character and live the life your audience wishes they could live in secret number six of myfirstbook.com Secrets I talked about a concept called the

attractive character We went deep into figuring out your backstory character flaws identity story lines and more we'll be digging into some of the elements like identity and story lines throughout this book but I do recommend reading.com secrets to get a deeper understanding of the attractive character the key is to understand that the people will follow you because you have completed the journey they are on right Now and they want the result you have already achieved they want to become like you the gap between where they see themselves and where they see you is what moves

them to action and helps them make the necessary changes so if you aren't willing or don't show them both sides where you came from and where you are now then they won't take action That's why it's so important to live the life that your audience wishes they could because that will inspire them more than anything you could ever say sometimes it's scary to become vulnerable and show your backstories as well as your life now but it's the key to becoming a leader that will inspire people to change rule number two maintain absolute certainty it is

said that in any situation the Person with the most certainty wins I'm not talking about self-confidence as my buddy Saida magali says self-confidence is for kids if you want to make an impact you have to be certain is what draws people to leaders to experts gaining certainty can take time it begins with you sharing your message often so you can find your voice and become certain in what you are teaching The more you share your message with others the more certain you will become that's why I encourage people to publish their messages and their stories

daily through podcasts Facebook blogging Snapchat or any other platform you prefer some of you are better writers and blogging will become your platform others are better through audio or video and will likely be using platforms like podcasts or Facebook live The platform is less important than the consistency of your sharing years ago as I was trying to understand what my mission was and where I fit into my ecosystems I set out on a journey to discover my voice I started doing a podcast almost every day I was publishing videos on Facebook live and Periscope every

day even when no one was listening it's important to understand that when You first start you are not posting these for your audience you're posting them for you eventually people will start to follow but initially it's so you can discover your voice publishing daily is important because you will quickly see what topics and ideas people respond to and what they don't soon you'll become better and better at creating and posting the things that People care about most as you do that your audience will grow you will become more confident and your message will become clear

over time that consistency will give you absolute certainty and you will become your message rule number three don't be boring your audience must be fascinated with you and what you teach if you're boring they're not going to connect with you I've watched a lot of experts come and go over the past 10 years and I have spent a lot of time trying to figure out why some of them last and others don't the one thing I've noticed across the board with almost all experts who've had success and stayed relevant is that they are highly prolific

when I say prolific some people think I'm talking about producing a lot of content While that is true there is another definition for prolific someone who has abundant inventiveness they invent new UniQue Ideas all the time that's the type of prolific I'm talking about here to make the biggest impact on the most people and at the same time make the most money it's vital that you fit your message into The Sweet Spot on what I call the prolific index In the middle of the prolific index is the mainstream this area contains all the ideas currently

being taught to the masses in traditional mediums for example if you're a weight loss expert the mainstream advice hovers around the government recommendations for nutrition while some of these principles may be good I'd argue that others are flat out lies Even if you believe those things are true you aren't going to get anywhere teaching mainstream advice that people are currently getting Elsewhere for free people can go to school and learn about all this stuff it's common sense it's not exciting there's no money in the mainstream now on both ends of the spectrum are what I

call the crazy zones there are plenty of experts who live in The crazy Zone and while you can always recruit a few people into the crazy Zone it's difficult to get the masses to take action all the way to the left or the right one of my favorite examples of the crazy Zone in the weight loss world was a documentary I watched called eat the Sun in this movie they talked about how people can stop eating in just gaze at the Sun Yes stop eating completely and just look at the Sun kinda crazy well the

documentary did get me to spend a few minutes gazing at the Sun but I'm not crazy enough to give up food 100 percent and I don't think anyone is going to make millions teaching the concept as a side note I did actually love that movie The Sweet Spot the place where you will Impact the most lives and make the most money is right in the middle somewhere between the mainstream advice and the crazy zone is where you want to set yourself up I call this place the prolific Zone when you're there you're relaying ideas that

are so unique people will notice one of my favorite teachers in the weight loss Niche is Dave asprey from bulletproof.com his origin story Falls perfectly in the Prolific Zone one day he was climbing mtk lash into bed and stopped at a guest house to shelter from -10 degree weather he was given a creamy cup of yak butter tea that made him feel amazing he tried to figure out why he felt so good he soon discovered it was from the high fats in this tea so he started adding butter and other fats to his coffee and

teas This experience eventually helped him create a national phenomenon called Bulletproof Coffee people put butter in coconut oil in their coffee to lose weight and feel amazing for those of you who are just hearing this for the first time it may seem a little crazy but not so crazy that you completely dismiss it and it's definitely not something the government is going to recommend Bulletproof Coffee falls directly in the prolific Zone and its message has made Dave a multi-millionaire did you notice how this message causes some polarity the mainstream will probably hate it yet there

is something interesting there when Dave tells the rest of his story and can back it up with science it becomes a message that spreads quickly when your messages cause polarity it attracts attention and people will pay For it neutrality is boring and rarely is money made or change created when you stay neutral being polar is what will attract raving fans and people who will follow you and pay for your advice as you become more polar in your message you will also notice that people on the other side of your message won't be happy about it

by creating true fans you will always Upset those on the other side I wanted to warn you about this early because often people including me really struggle when others get upset or disagree with their ideas for every 100 True fans who follow you you'll likely get one person who doesn't like you and for some reason they always seem to be the loudest if you search my name or anyone's name who Has tried to create change in others you'll find tons of fans as well as people who don't like us it's just the nature of being

a true leader you've got to become okay with that because without the polarity of your message you can't get to your true fans and help create the change they need one tip I learned from Dan Kennedy that helped me cope with the small percentage of haters who will disagree with your Message was this if you haven't offended someone by noon each day then you're not marketing hard enough and Jay Abraham said if you truly believe that what you have is useful and valuable to your clients then you have a moral obligation to try to serve

them in every way possible and that is why I am so aggressive in my marketing I honestly feel like I have a moral obligation to share my message because It's changed my life and I know it can do the same for others as well I want you to start thinking about your niche what do you teach and where is it on the prolific index many times people are either playing it safe with the mainstream or they are way out in Crazy land where there is no money you need to find your sweet spot between the

middle and Crazy Land Rule number four understand how to use persuasion throughout this book you will learn how to persuade people in fact everything you learn in both sections two and three of this book are all about persuasion but before we get too deep into that I want you to understand the core Foundation of persuasion one of my favorite books on this topic is the one sentence persuasion course by Blair Warren Blair is a persuasion expert who spent over a decade studying and using persuasion during the journey he broke down exactly how to persuade people

in one simple sentence people will do anything for those who encourage their dreams justify their failures allay their fears confirm their suspicions and help them throw rocks at their enemies When I first read that it made such a big impact I wanted to remember it forever so I made this graphic as a reminder here is a quick recap of why each of these is so important I included Blair's explanations as well because he explains these Concepts so masterfully encourage their dreams as the leader it's vital that you first understand your audience's dreams then Encourage them

inside the new opportunity you are creating for them parents often discourage their children's dreams for their own good and attempt to steer them toward more reasonable goals and children often accept this as normal until others come along who believe in them and encourage their dreams when this happens who do you think has more power parents or strangers Justify their failures most people who become followers and then fans will have tried to make a change before you will not be the first person they have tried to learn from for some reason they didn't get their needs

met from any prior encounters it's important that you take the blame for past failures off their shoulders and place it back onto the old opportunities they attempted in the past This way they will be more open to trying your new opportunity while Millions cheer Dr Phil as he tells people to accept responsibility for their mistakes Millions more are looking for someone to take the responsibility off their shoulders to tell them that they are not responsible for their lot in life and while accepting responsibility is essential for gaining control of one's own life assuring others they

are not Responsible is essential for gaining influence over theirs one need look no further than politics to see this powerful game played at its best allay their fears to allay is to diminish or put to rest if you can put their fears to rest and give them hope they will follow you to the ends of the Earth and Back Again when we are afraid it is almost impossible to concentrate on anything Else and while everyone knows this what do we do when someone else is afraid and we need to get their attention that's right we

tell them not to be afraid and expect that to do the trick does it work hardly and yet we don't seem to notice we go on as if we'd solved the problem and the person before us Fades further Away but there are those who do realize this and pay special attention to our fears they do not tell us not to be afraid they work with us until our fear subsides they present evidence they offer support they tell us stories but they do not tell us how to feel and expect us to feel that way when

you are afraid which type of person Do you prefer to be with confirm their suspicions your audience is already suspicious of you and others in your Market they want to believe change is possible but they're skeptical about making the leap forward when you can confirm in story format that you had similar suspicions and describe how you overcame them it will bond people to you one of our favorite things to say is I Knew it there is just nothing quite like having our suspicions confirmed when another person confirms something that we suspect we not only feel

a surge of superiority we feel attracted to the one who helped make that surge come about Hitler confirmed the suspicions of many Germans about the cause of their troubles and Drew them further into this power by doing so Cults often confirm the suspicions of prospective members by telling them that their families are out to sabotage them it is a simple thing to confirm the suspicions of those who are desperate to believe them throw rocks at their enemies one big key to Growing your following is creating US versus them within your community take a stand for

what you believe why you're different and who you're Collectively fighting against why is your movement better than the alternatives nothing bonds like having a common enemy I realize how ugly this sounds and yet it is true just the same those who understand this can utilize this those who don't understand it or Worse understand but refuse to address it are throwing away one of the most effective ways of connecting with others No matter what you may think of this rest assured that people have enemies all people it has been said that everyone you meet is engaged

in a great struggle the thing they are struggling with is their enemy whether it is another individual a group an illness a setback a rival philosophy or religion or what have you when one is engaged in a struggle one is looking for others to join him Those who do become more than friends they become partners rule number five care a lot the next part of being a charismatic leader is showing people that you actually care about them there's an old saying that goes they don't care how much you know until they know how much you

care if your audience thinks you are just in this to make money your vehicle for change will not last long Your following will not grow in fact it will shrink very quickly if you choose your ideal clients correctly you'll have people you'd be willing to serve and teach and train for free because that's how much you care about them one struggle most of us have is we try to serve our audience is the guilt sometimes associated with getting them to pay you there are two reasons it's essential to Their success that they pay you first

those who pay pay attention over the last decade I've invited my friends or family members to sit in on events that others have paid 25 000 to attend not once in those 10 years has a single one of those people who sat in for free launched a successful company yet in the same room sat people who invested in themselves they heard the exact same information And because they had invested money to be there turned that same information into multi-million dollar a year companies yes those who pay pay attention and the more they pay the closer

attention they pay you are actually doing your audience a huge disservice if you undervalue what you are selling second the more success you have the less time you will have I remember when I first started how proud I was that I answered all my customer support emails and talked often for hours to everyone who asked me a question I thought I was serving my audience but because of how accessible I was to everyone I wasn't able to serve many people at all you will need to put up barriers to protect your time so you can

serve more people By charging for what you do you are showing those who do invest how much you really care about their success rule number six offer them value from their perceived relationship with you they've subscribed to your list they read your blog and listen to your podcast they're hearing from you all the time they want to see some sort of value in return for the time they are spending with you And they want to get value as they Define it one big mistake we experts often make is trying to apply what we value most

as others standard for success we are quick to define the value as some result we assume they are seeking like make a million dollars or lose 50 pounds but that's not always how they Define the value they want to get sometimes they just want to be part of a community Sometimes they just want to get to know you some people love to consume and learn and that's how they feel they get value we can't push our definition of value on them we have to allow them to feel that in the way they Define I remember

back when I joined my first Mastermind group we were at lunch and my mentor Bill Glazer and I were discussing this topic He said you have to realize that people join Mastermind groups for different reasons some people come because they want an immediate return on their investment While others are there just to learn others come because they want to show off some people want community and some just don't have anything better to do if you try to force success as you see It on them when they really just want to be part of your community

or they just love learning it's easy to alienate people from your tribe they have to get value as they Define it those are a few of the keys to becoming a more interesting and charismatic leader understand though that you don't become that leader overnight start sharing your message and become consistent with it so you can find your Voice figure out where your message can polarize people into true fans share your backstory and flaws be transparent and over time you will naturally become the leader your tribe needs secret number two the cause the second piece you

need in order to create a mass movement is a future base cause for every political social or religious Movement throughout history the charismatic leader paints a picture of the future they are trying to create and what life will be like when they get there as I mentioned before my inner circle Mastermind group spends a lot of time talking about building out your own culture I hyphenated the word because I don't want you to look at this like a traditional business trying to build a Customer culture they're very different when I got serious about growing my

company and taking my messages to the masses I studied how Cults both positive and negative were built I discovered several common threads running through all their stories elements that are so much more powerful than anything you'll ever read about building customer culture in a traditional sense We're going to look at these elements and how to include them in your business to create your own positive movement your own culture our job as expert and leader is to help bring people to Higher Ground to move them from where they are to where they want to be in

his book The True Believer Eric Hoffer says fear of the future causes us to lean against and cling to the present while faith in the future renders us Perceptive to change in circumstances where people fear the future they typically stop moving forward for you to have success in this business you have to give your followers hope of something better so they will be perceptive to the change you are going to offer them you do that by painting a vision of the future that they want most people want to cast all their faith And personal responsibility

into something bigger than themselves it happens in religion it happens in political movements it happens in the workplace and it will be true for your movement as well people want to plug into something bigger than themselves so it's your job to create that vision here are a few key principles that will help you create your future based cause one where can they Place their Hope and Faith earlier today I watched the Star Wars movie Rogue one with my kids early in the movie cash and Ander is walking with jyn urso on the way to try

to get a meeting with sagarera who they thought would be the key to their Rebellion cashion says to Jin will give your name and hope that gets us a meeting with saw hope Jin asks Yeah cashion replies rebellions are built on Hope then later in the movie when Jin is speaking to the Rebellion Council trying to get them to fight before it's too late she says we need to capture the Death Star plans if there is any hope of destroying it you're asking us to invade an imperial installation based on nothing but hope they ask

then she responds rebellions are built On Hope both those scenes were very moving to me but as I thought more about that phrase rebellions are built on hope I realize that not only rebellions but all mass movements are built on Hope and it's essential that we create that hope in the future because without hope they can't have the faith necessary to move forward and change as they say in Proverbs 29 Verse 18 where there is no vision the people Perish if you have watched the elections over the past few decades you'll notice that the candidates

who will do so because of their ability to create a vision of the future that people want the most in 1992 George Bush had a proud tradition while Bill Clinton's was it's time to change America in 2008 John McCain was country first while Barack Obama's motto was change we need In 2016 Hillary Clinton used I'm with her and stronger together while Donald Trump said he would make America great again notice how the winners cast a compelling vision of the future where the losers focused more on the present interestingly enough as you will see in secret

number three both these winners presented a new opportunity where the losers were offering Improvement as we started to build our culture Within click funnels I wanted to create something that would unite all our members and give them Faith and Hope in their future with us if I'm honest I didn't know I needed this at first and actually stumbled upon it one day but the minute we discovered it it instantly cast a compelling vision of the future and United our members we were about to launch our third annual funnel hacking live event and I was Trying

to think of a headline for the sales page I remember reading a story about the late Gary Halbert when I first started my business where he said you are only one sales letter away from striking it rich I know that for me that statement created a vision that got me excited I didn't know which sales letter or product it would be for me but I had a perfect hope that if I would just keep Trying something would work it created faith in my mind that what I was working toward was real and even though I

failed over and over and over again that thought kept me moving forward through the ups and downs I experienced early in my career as I remembered what that statement did for me all those years ago I started with that idea and tried to figure out how to create something similar for my members After thinking about it for a while I eventually wrote out a headline that said you're just one funnel away from being rich as I looked at it for some reason I didn't feel it I know that some people create sales funnels to get

rich but the majority of our members created companies and use sales funnels not just to get rich but more importantly to change the lives of their customers So I went back to the drawing board I wrote and rewrote that headline dozens of times you're just one funnel away from quitting your job you're just one funnel away from Financial Freedom you're just one funnel away from growing your business to the next level you're just one funnel away from sharing your message with more People the more I wrote the more I realized that no matter what I

wrote it only would reach a percentage of my members so I deleted the end of the sentence hoping for some inspiration and after sitting there for 10 or 15 minutes I looked back up and saw something interesting the headline read you're just one funnel away that was it Because having a funnel means something different to everyone by not quantifying it I left it open for their interpretation so each person could finish the sentence for themselves if their compelling future was to quit their job then that is the future I'm offering them if their compelling future

is to share their message with more people and try to change the world then that is the Future I'm offering that person at our last funnel hacking live event I told stories that showed how this Vision was true for me I talked about each of the major failures that I had during my career and how each time I was literally saved by a funnel twice I've been on the brink of bankruptcy and both times one funnel got me back to the top multiple times I've made poor decisions That could have and probably should have ruined

me but a funnel saved me I shared story after story about how that was true for me in a hope that it would give them hope of what's possible I now use that message in all my communication with my audience I sign off in my videos by saying remember you're just one funnel away I've added it at the end of every email I send out it's the theme of our events It's a constant and consistent call out to our tribe reminding them of the vision that they have put their Faith and Hope into create this

I want you to imagine that you're running for president and think about what the slogan would be for your campaign what do your people really want where do they want to go how can you capture that in a simple calling you could put on a campaign sign Two help them break their four minute mile I'm sure most of you are familiar with the story of Roger Bannister who broke the four minute mile on May 6 1954. prior to that everyone thought it was impossible and after Roger broke it proving it was possible many people since

then have been able to do it the certainty people get when they see someone else do something they thought was impossible give them the belief they Need to also achieve that same goal on August 17 2004 a similar record was shattered that gave me the belief that I needed to chase after my dreams I had started my online business in 2002 while I was wrestling and going to school my beautiful new bride was supporting her jobless student athlete and I felt guilty because I wanted to help provide but NCAA rules kept me from having a

real job so I turned to the internet With a goal to make an extra one thousand dollars per month if my little business could do that then I would feel like a success for about two years I was learning how this game was played and had a few small successes like my potato gun DVD but nothing huge at about that time I heard about an online marketer named John Reese who was about to launch a new product he had created called traffic secrets I heard rumors from friends that his goal was to make a million

dollars selling the course I didn't think too much about it at the time but I was excited to buy a copy of his new course a few days before his launch I went on a family trip to a lake in Southern Idaho Called Bear Lake when I got to that town I realized there was no internet access anywhere on the lake except in a small library that had A very slow dial up modem about halfway through our trip I went into town and waited in line to get online so I could check my emails when

it was my turn I opened my email and saw an email from John Reese with a subject line that said we did it I wasn't sure what he was talking about so I opened the email and read a story that changed my life he said that earlier that day August 17 2004 they had launched his new course And in just 18 hours they had made a million dollars as I read that everything around me slowed down to a stop he hadn't made a million dollars total selling his course he had made a million dollars in

less than a day he had broken the four-minute mile as I thought more about that I realized that my goal to make a one thousand dollars a month was so small I then realized that to accomplish this Goal he had to sell 1 000 copies of a one thousand dollar course and suddenly it became so tangible and so real for me and I realized that that is what I wanted to do I wanted to make a million dollars it completely transformed what I thought was possible and because of that I started thinking differently and started

acting differently within a year of reading that email I didn't make a million dollars but I got Close and the second year I tried it and I missed it again but within three years I had made a million dollars in a single year then later I made a million dollars in a month and later we actually made a million dollars in a day it was something that I didn't think was possible it didn't make logical sense they didn't Talk about things like this when I was in school but because John did it I knew that

I could do it I believe that every good movement has something like this that people can aspire to inside of Click funnels and our funnel hacker Movement we created a club we call our two comma Club it is basically a free website where people can see pictures and stories about their peers inside clickfunnels Who have created a funnel that has made at least a million dollars I want them to see that others before them have actually broken the four minute mile and that they can as well I want them to start thinking and acting differently

just like I did when I saw that John could do it you can see how we did this at www.toocommaclub.com or by looking at this image what is the four minute mile for your Movement initially the four minute mile will need to be something that you've already accomplished so you can show them it's possible and give them hope and belief that they can do it as well as you shift your focus to helping others accomplish the same results and breaking their four minute mile you'll notice something strange will happen inside of your movement Your focus

will be taken off of you making money and into giving results to others and for some odd reason as soon as you make that shift in your thinking almost instantly you'll start making more money I'm not sure why it works that way but it always does and as more of your members break the four minute mile more people will be attracted into your movement and it will start to grow faster than you ever Thought possible three let them self-identify now that you've helped people to see the vision of where you are taking them the next

goal is to get them to identify with your movement people need to be able to identify with who they are in your group or there will be no connection with you or the other members when we first launch click funnels I created a webinar that I called funnel Hacking and during that presentation I first taught this concept later I started to watch as members of our group started to call themselves funnel hackers I thought this was the coolest thing so we created a t-shirt with funnel hacker on the front we then started to give this

shirt to everyone who opened a click funnels account people identified with that name and it Became part of who they are I even had one person who joined click funnels got the funnel hacker t shirt who messaged me months later he told me that while he had never logged into click funnels he never canceled because he loved his funnel hacker t-shirt and felt like he was part of our community and he didn't want to miss out on being part of our tribe that was when I started to realize the power of helping people identify with

Your movement about a year later at our funnel hacking live event we had ideas for 10 different t-shirts that we were going to give out to members who attended we let our members vote on the saying that resonated with them the most the shirt that ended up winning by a long shot simply stated I build funnels it helped people identify who they are within our movement when someone joins you they need to be Able to identify by saying I may underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore Dot when they can do that

they have an identity shift which is very important they get a new identity as part of the group they become like a new person putting the past behind them and looking toward their new future Brandon and Kailyn pull in from my inner circle had built a good weight loss company based around her maiden name Tool their company at the time was called Tool Time trainer and they had built up a good following of people who loved what Kalin taught I talked to them about this concept of getting people to self-identify with your movement and they

realize that because of how they had named their Company it was very difficult for others to buy into it because her brand was her maiden name her customers could never identify with it so while they followed her as a charismatic leader she wasn't creating a movement there was no culture I pointed that out at one of our meetings and they knew that to get to the next level in their business they Would need to make a change as they were flying home from the meeting Kalin had an idea she thought lady boss weight loss that's

what it's going to be then they will say I am a lady boss by the time they had landed they had changed their messaging they quickly launched the culture and within three months they saw their customer churn drop by 10 percent which for them was equal to hundreds of Thousands of dollars a year on top of that they're true fans the ones who will purchase anything in everything they produce now identify themselves as lady bosses and continue to grow by hundreds of new people every day recently I've been working on a new supplement business and

I was trying to figure out what I could put on our packaging that would get our new customers to identify with our product And movement we are starting to create the new product is an energy supplement called ignite I knew it would be hard to figure out who our supplement was for because there are literally thousands of energy supplements so I started asking myself who is this for everyone no I needed to find my Niche within the energy submarket The problem with most energy drinks is that they're for everyone which makes it really hard to

compete I know others Target pre-workouts in the fitness sub-market but that's not who we were targeting either I knew that if we were going to have success we needed to call out our people and get them to come to us so I started to think who are people when we created the supplement I thought it was going to be for entrepreneurs so Should we call it Ignite Energy for entrepreneurs but then I realized that it wasn't just entrepreneurs in fact everyone who was pulling all-nighters when we were trying to launch click funnels was using it

so it was also for coders and then almost like a bolt of lightning I had the inspiration I remembered an old Apple commercial where Steve Jobs recited this quote Here's To The Crazy Ones The Misfits the rebels the troublemakers the round pegs in the square holes the ones who see things differently they're not fond of rules and they have no respect for the status quo you can quote them disagree with them glorify or vilify them About the only thing you can't do is ignore them because they change things they push the human race forward and

while some may see them as The Crazy Ones we see genius because the people who are crazy enough to think they can change the world are the ones who do after finding that quote I knew who our energy drink was for now we call it Ignite Energy for those Who see things differently people say yes that's me I see things differently I'm a rebel an entrepreneur a coder someone who is trying to change the world so that is how I create something that people can identify with to get people to identify with your movement come

up with something simple that you can put on a t-shirt your members could wear that would make them Identify with your movement think I may underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore or I underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore Dot I'm a funnel hacker I'm a lady boss I build funnels I see things differently I'm a biohacker what would your tribe wear proudly on their chests 4. create your own Title of Liberty in the ancient Americas a military commander named captain moroney LED an army into a war they

couldn't win some of his troops started to lose faith in their mission and some even left to join the enemy forces the captain needed to do something quickly to save his army and his people The Story Goes that he took his coat and tore it into a makeshift flag and he wrote on it in memory of our God our religion and freedom and our peace our wives and our children then he put that flag on the end of a pole and called it the title of Liberty when people saw it they rallied around their leader

Moroni and in a scene that I can only imagine was similar to Mel Gibson's famous freedom speech from the movie Braveheart they renewed their Faith in the cause and went on to win the war your culture needs a Title of Liberty something they can look at when they're feeling doubtful a rallying call something that will help them know who you are remind them who they are and refocus them on where you are going together there are different ways to create a Title of Liberty for your group Title of Liberty number one the mini Manifesto I

got the idea for this one after I saw some of the cool things that Brandon and Kailyn Pullin were doing inside their culture they had all their women save this as the background image on their phone so every time they turn it on dozens of times a day they are reminded what it means to be a lady boss it didn't take long after I saw that to create a mini Manifesto for my funnel hackers and get them saving it as the Background on their phones here's what we created we took the phrase we created to

help them identify with our group then plugged in our core values to remind them what it means to be part of our tribe Title of Liberty number two the manifesto D remember the scene in Jerry Maguire where he stays up all night because he's inspired about how things should be and he writes a mission statement that he calls the things we Think and do not say he talks about what's wrong in their business and how things could and should be when I created our funnel hacker Manifesto I thought through a similar process what was wrong

in our industry what were the things I hated about business that I felt weren't right for actual customers a lot of it had to do with Venture Capitalists and how they destroy entrepreneurs and the culture of those tribes I wanted to create a divide between entrepreneurial startups and VC backed startups something that my tribe would resonate with it took our core values from our mini Manifesto and made them Bolder something people would stand behind we then had our members print this out and frame it next to there Computers or make it their desktop background that

way they'd never forget what we stand for here is our Manifesto Title of Liberty number three video title sequence more advanced all TV shows start with a title sequence that people hear over and over again think about the show Friends and almost instantly you'll be singing I'll Be There For You by the Rembrandts What song do you think about when I mention the show Seinfeld or The Simpsons these songs are burned into our minds and immediately take us back to the feelings we have associated with those shows I wanted to create something similar for the

videos we created for our funnel hacker community so we created a video that became our rallying call when my culture hears it they are very Clear on who we are why they should be involved and where we are going people who resonate with it will join our cause those who don't will be pushed away.i've broken down the elements of my video into a script you can follow to create your own you can see the video at www.funnelhacker.tv here's how the script goes identify the charismatic leader who are you My name is Russell Brunson identify the

movement I'm part of a group of underground entrepreneurs you've probably never heard of US versus them take a stand we don't rely on cash from Venture capitalists to get started and we don't even have goals to go public either in fact our motivation is the exact opposite We have products and services and things that we know can change people's lives why are you different because we're fighting against the big brands people with literally unlimited budgets we have to do things differently we have to do things smarter we don't have Financial safety nets every test we

take is with our own money we have to be profitable from day number one so how do we do that How is that even possible who or what are you collectively fighting against if you ask the mbas or look in the college textbooks they tell you that what we're doing is impossible yet it's happening every single day it's happening through the Art and Science that we call funnel hacking Who You Are we are funnel hackers and these are our Stories do you see how powerful that is the video isn't long only a minute and 10

seconds but it clearly defines who we are and what our cause is all about people who resonate with that message are going to say heck yeah and then join us those who don't get it will just move on it's natural selection for the true believers Those are the four core things we use to create our future based cause where can they Place their Hope and Faith help them break their four-minute mile let them self-identify create a Title of Liberty it will cast a vision create hope and give people the faith they need to move forward

and make change now that you've got a charismatic leader and a future based cause it's time for The third piece of your vehicle for change the new opportunity secret number three the new opportunity the last piece of the puzzle you need to create your movement is something I call the new opportunity or the vehicle for change that you are offering to people this is by far the most important yet least understood part of the process the difference between having some Modest success and changing the world comes down to understanding and implementing the new opportunity when

you study the successful mass movements of the past you'll notice that each of the leaders offered their followers a new opportunity Christ didn't give his followers a better way to follow Moses law he offered them a new law a New Covenant where salvation didn't come from animal sacrifices and following the letter of The law but instead came from a broken heart and a contrite spirit Hitler didn't offer the Germans a way to make Germany better or to pay off their War reparations faster he told them Germany wasn't responsible for the first world war and that

he wanted to tear up the Treaty of Versailles and make Germany strong again in 2001 Steve Jobs stood in front of the world and told everyone he wanted to revolutionize the music industry Then he pointed out all that Improvement offers that promised to get us more of the same you could buy a CD and get 10 15 songs you could buy an MP3 player and get about 150 songs or use a heavy hard drive that held about 1 000 songs each product improved the one before it gave people more songs on one device wanted to

create a new opportunity where someone could bring their entire music library all their CDs and digital music Everywhere they went and he wanted people to carry it inside their pockets that's when he pulled the first iPod out of his pocket showed everyone the new opportunity he created and transformed the music industry forever he did it again when he made the announcement for the iPhone and again when he changed how computers would work forever with the iPad this pattern can be seen over and over Again in business religion Sports anywhere there's real innovation in an industry

in the True Believer Eric Hoffer says the Practical organization offers opportunities for self-advancement a mass movement appeals not to those intent on bolstering and advancing a cherished self but to those who crave to be rid of an unwanted self our goal is not to fix what's not working Our goal is to replace what's not working with something better most often when people start thinking about the product or the service they want to offer they start by looking around at what is already out there and then they try to build a better mousetrap when you do

that you are not offering them a new opportunity you are offering them what we call an improvement offer why people don't want Improvement offers Improvement offers are much harder to sell for a lot of reasons here are a few of the main reasons people tend to avoid Improvement offers at all costs one Improvement is hard most people have tried to improve in the past and for some reason it didn't work they've tried to lose weight they've tried to make money they've tried to make their relationships better But if they're coming to you then whatever they

tried in the past didn't work for some reason they know the difficulties they've had to go through in the past and there is pain associated with that with a new opportunity they don't know what the process will be so they don't have to go through the known pain to get the result another amazing quote from the True Believer they must be wholly ignorant of The difficulties involved in their vast undertaking experience is a handicap 2. desire versus ambition all people have desire but very few have ambition my guess is that less than two percent of

the population is actually ambitious Improvement offers are selling to over achieving ambitious people if you do sell an improvement offer you are automatically excluding 98 of the world You will be fighting an uphill battle a new opportunity on the other hand plays on people's desires for the change they want in their lives three memories of poor past decisions if your followers are in need of improvement they must first admit failure in order for them to say yes to your offer they have to admit that the choices they made in the past were wrong no one

wants to admit when they're wrong Yet an improvement offer forces them to admit they've failed remember the one sentence persuasion course from earlier in the book we want to justify their past failures a new opportunity does that 4. commodity pricing when you are selling Improvement you are selling against dozens or hundreds of other Improvement offers out there you are stuck in the middle of a very red ocean competing with everyone else Selling similar options this competition turns what you do into a commodity and pushes the pricing down it quickly becomes a race to the bottom

in terms of pricing Dan Kennedy once told me if you can't be the number one lowest price leader in your Market there is no strategic advantage in being the number two lowest price leader in other words if you can't be the cheapest then you need to become the Most expensive and you can't do that when you are fighting inside of this red ocean when you present a new opportunity you are creating a blue ocean and all price resistance goes out the window but the biggest reason people don't want Improvement offers is so important that I

wanted to write a separate section about it the number one reason people don't want Improvement and the reason they will or Won't join your culture is status status the only thing that causes people to move or not move a few years ago my friend Perry Belcher explained this concept to me once I understood it I immediately changed how I interacted with everyone he told me that status is the only thing that causes people to move toward you or not move at all that's it status is the magic word in this Business when someone is presented

with an opportunity their subconscious mind is working on the answer to this question is this thing I'm considering going to increase my status or decrease it status as I'm defining it here has nothing to do with how other people perceive you but rather with how you perceive yourself almost every choice in your life has revolved around status whether you know It or not for example what school did you go to you or your parents picked a school because you thought it would elevate your status who did you date who did you break up with who

did you marry you picked those people based on who you thought would elevate your status what school do your kids go to What books do you read what car do you drive what car do you not drive all these things are tied into status almost every decision you've ever made was based on this one subconscious question is this thing I'm considering going to increase my status or decrease it when we're looking at any opportunity we have to decide if it will make us appear smarter happier more stylish more Wealthy more powerful or more attractive all

these things will increase status if a potential customer can say yes this will increase my status they will move toward it what stops people from taking that new opportunity fear of decreased status the sale killing thought is what if I try this and it decreases my status I will feel stupid there's this Balancing Act going on in Our brains all the time we're balancing hope of increased status against fear of decreased status if you're selling a weight loss solution and someone has tried and failed on 27 different diets that fear is going to be pretty

high you're going to have to work pretty hard to get the sale if your brain thinks that taking an action will reverse your status then you won't do it unless it finds hope that by Temporarily decreasing your status you could increase it in the future your brain is always asking will it be temporary and if so will the future gain in status eventually be higher when people first find you in your offers it's probably not the first time they've tried to solve their problems they've tried to lose weight they've tried to make money they've tried

to do whatever your thing is That's the big fear I know if I invest one thousand dollars or ten thousand dollars or one hundred thousand dollars with this expert and it doesn't work I'm going to look stupid my wife or my kids or my friends are going to see that and they're going to think I'm an idiot when someone invests in my 25 000 Inner Circle program that money is leaving them which causes an immediate decrease in status But my members know that by taking the temporary decrease in status the end result of being in

the Inner Circle will be an increased status from what they learn and accomplish people are going to weigh the likelihood of success and elevated status against the risk of failure and the cost of that failure your job as the expert is to load up the elevated status side of the scale and decrease the risk of failure You can do that by creating an amazing product and minimizing risk with things like money back guarantees risk reversals and done-for-you options the key to making a sale is 100 tied to this concept of status when people look at

your new opportunity that is the only real question they are trying to figure out I like to think through what their perceived status is and then try to make sure I add as many things possible that Would make them increase their status and then take away as many things from my offer that would decrease status and so you can probably see why that is the biggest reason why we don't sell Improvement offers for someone to say yes to that they have to admit to poor past decisions and create a huge decrease in status then you

are forced to fight an uphill battle that few people ever win so which factors Elevate status Well it's different for everyone but here are a few that are pretty Universal appearance of intelligence anything that makes them look smarter appearance of wealth power or happiness physical appearance weight loss makeup supplements Etc style think Mac versus PC now you might be thinking I'm not affected by status considerations I like to drive a reasonable car and live in a modest home If so I'd like to pose a question why why do you like driving a car you feel

is reasonably priced does it have anything to do with the fact that if you drove a Ferrari home one day you're afraid that your friends family or neighbors would judge you if they did Judge you how would that affect your status works on both ends of the spectrum it's what makes some people fight for Earthly possessions and it's also what keeps others from Desiring them at all as much as we may hate to admit it we are all slaves to what we believe other people will think about us why people crave new opportunities so now

you know why Improvement offers don't work here are a few reasons why New Opportunities deal work one new discovery when people discover your new opportunity For the first time they're going to want to share it because sharing something new gives them an immediate increase in status just think about when videos on YouTube or Facebook go viral what's happening behind the scenes I've worked with teams who create viral videos for a living and they found that videos go viral when they are cool and new because others want to be the first to show them to their

friends Discovery immediately increases perceived status 2. no pain of Disconnect because they don't have to admit they made bad decisions in the past there is no longer a huge pain of Disconnect from what they are currently doing they can just move on to something brand new no pain of Disconnect equals no decrease in status Improvement offers sell through the pain Where New Opportunities sell away from the pain 3. dream replacement one reason many people struggle to make the changes they want and need in their lives is the fear of failure if they try to change

and it doesn't work for them then their dreams are dead so they will give up potential success for fear of losing their dreams we know that without a vision the people perish When you make a new opportunity you're giving them a new dream to move toward 4. Greener pastors we've all heard a million times that the grass is always greener on the other side of the fence right instead of trying to convince people that their grass is green or offering to fix their grass allow them to follow you to the other side of the fence

that's where they want to be anyway stop trying to make existing things that Aren't working better and focus on Fresh exciting new ideas that will inspire people to follow you I hope by now you appreciate how important it is to create a mass movement for your culture when you have a charismatic leader a future based cause and a new opportunity you have the perfect environment for Real Change once you have that environment you can get people to follow you and pay you so You can move them forward and change their lives for the better but

most people get stuck here how do you actually create the new opportunity and if you are already selling something else how do you reposition it to become that new opportunity for your movement creating the new opportunity their vehicle for change while there are lots of ways to structure Improvement offers there are Only two ways to position a new opportunity either as an opportunity switch or an opportunity stack opportunity switching each of our prospects has a desire for some result and they have been trying to get that result through some vehicle maybe they are trying to

lose weight and the vehicle they have currently chosen to lose weight is the Atkins diet so my opportunity switch is to take them out of the vehicle they're currently Using and put them into a new one so in this example I could switch them from Atkins to something new like the Paleo Diet if the paleo diet has become a red ocean with lots of people teaching it then it is no longer a new opportunity and I need to create my own sub Niche like we discussed in secret number one in the real estate market they

might be flipping houses or doing short sales to create a new opportunity I'm going to Switch them out of those vehicles and into the new vehicle I created which might be something like selling houses on eBay opportunity switching takes them out of the pain they're currently in and gives them hope for a new future through a new vehicle sometimes the opportunity switch happens when they are moving from one Niche to the new one that you created in secret number one Other times it's actually switching them from one sub-market to another for example maybe they are

moving from making an income in real estate to making their income through internet marketing usually the first thing I sell to someone when they enter into my culture is some type of opportunity switch sometimes the new opportunity is offered through a webinar other times it's through a book or a video It matters less what product they are buying it's more important to understand that they are leaving behind whatever old beliefs they had about how to achieve their desired results and putting their Hope and Faith into this new opportunity opportunity stacking after someone has made the

switch into your new opportunity then all future sales to that Prospect are typically an opportunity stack not an improvement Offer I don't want to switch my prospects from opportunity to opportunity because it will cause confusion and break Trust but I can offer them an opportunity stack within the new opportunity that they have just joined if you've read.com secrets you probably recognize the value ladder in the picture above you'll notice that the first thing I offer people is this book because it is An opportunity switch I am trying to switch the career paths that you've been

following up to this point your current job School real estate stock markets or other ways to generate wealth my goal is to help you see this new opportunity of becoming an expert and having a mass following who will pay you for your advice and if I do my job right you will make that switch into a career as an expert After you've decided to make that opportunity switch then I will look for the other New Opportunities within this opportunity that I can offer that will help to serve you at a higher level you can see

from the image that I will likely make you offers for things like click funnels funnel scripts fill your funnel or my certification program each of these are new tools and opportunities within the expert business that will help you more easily get the Results you desire within this new career I also want to point out that an offer can be positioned as both an opportunity switch and a stack it all depends on where a prospect enters your world some people never hear about this book but they do find out about click funnels or my certification program

when that's the case that offer becomes the opportunity switch For example when we launched click funnels we positioned it to speak to both types of prospects for those who didn't know about funnels I'd say if you've been struggling to sell your products online you need to switch from your traditional website to a funnel and then we'd offer them click funnels and for those who already had successful websites I'd say you need to start using funnels so you can make money from Paid Advertising as well I did a similar thing when we launched our click funnels

certification program we positioned it as an opportunity switch whenever we sold it to people who had any other type of job we showed them how this was the highest paying part-time job in the world and for those who were already using click funnels or who were already Consultants we showed them how becoming Certified would allow them to offer a new service to their clients when we get to section 3 on conversion you'll see exactly how we speak to both audiences when we create our sales presentations now that you know why your offer needs to be

a new opportunity let's dive into how you can create that offer correctly from the ground up secret number four the opportunity switch So far we've discussed the strategy for building a strong foundation so you can become a leader people will follow you've chosen a niche you want to create notice that I didn't say pick a niche it's essential for you to create a new Niche a new opportunity for your people and you know a little about what you want to share but so far you don't have anything to sell the relationship between you and your

Audience isn't created until they pay you if a tree falls in the forest and there's no one around to hear it does it make a sound I'd say no similarly you aren't an expert until someone pays you for your expertise so where do you start how do you create that new opportunity well the hardest way where most people seem to start is by writing a book When you think about experts that's usually what you think of first right they must be authors but there are a couple of problems with that approach first off it takes

so much longer to write a book than you could ever imagine this one took me almost 18 months second I truly believe that you have to earn a book if I had written this book or.com Secrets when I first had the idea over 10 years ago it wouldn't have been any good I needed to work with people for years in order to perfect my message only then was I ready to write a truly helpful book in the beginning stages of your expert career you won't be good and that's okay as my good friend Garrett white

once said no matter what you do in the beginning it's going to suck because you suck But you'll get better and you'll suck less and as you keep doing this eventually you'll suck so little you'll actually be good but you can't get good unless you start now they say that the best time to plant a tree was 20 years ago but the second best time is right now so let's get started the first step is to find a beta group To work with this is your test group you're going to serve them and get results

for them and you're going to work for free I'll explain more about that in a minute but first it's important to think through two things one what is the result you want for your people two what is the vehicle or process you are going to take them through to get That result once you know those two things on a basic level you can move forward and design the perfect vehicle that your audience will love step number one get early results by working for free let me tell you a story about a kid I met a

few years ago named Alec jetzel he was trying to get a summer job the usual way he filled out 20 or 30 applications to Different stores but nobody would give him a job it felt like he was just sending them into a huge black hole he knew he would be the best employee any company ever had if they would just give him a chance then one day he decided to take matters into his own hands and actually prove what a good worker he was he went down to the mall and walked into his favorite clothing

store This was his dream job a company he would love to work for but they had never given him a chance he walked in and saw that some of the piles of clothes were unfolded and messy so he went up to the manager and asked hey do you mind if I fold some clothes the manager replied why would you want to do that my friend said just because it looks like you need some help so I thought I'd help you out The manager looked at him funny and said all right if you really want to

so Alex spent a couple of hours folding clothes and sweeping up just generally helping out when he was done he said thanks so much and he left everyone at the store was kind of confused but they were grateful for the Helping Hand the next day Alec came back to the store and started folding clothes again He spent another two or three hours helping these guys out then when he was done at the end of the day he thanked everybody and started walking out the manager stopped him and asked do you want a job my friend

smiled and said sure I'd love one and they hired him on the spot this is a perfect example of working for free to get a result Alec could have tried to sell himself to the manager but instead he proved his worth first and he got hired in less time than it would have taken to fill out an application and Wade through the interview process another good example of this concept is my own Inner Circle coaching program before I launched it I didn't have a track record as a coach for high achieving entrepreneurs Plus I wanted

to charge twenty five thousand dollars a year for people to join you could say I had a lot going against me I could have done what most people do put up a website and say hey my name's Russell Brunson I'm the greatest coach in the world you should hire me but I didn't do that for a few reasons first no one likes to hear you talk About yourself it's not cool second I knew that it didn't feel right I wanted to serve some people first and prove that what I teach actually works if you've read.com

secrets you know that one of the first things I teach people is to figure out who their dream client is I already had an idea about the types of entrepreneurs I wanted to work with so I started looking around for those People and soon I met a guy named Drew canole the owner of fitlife.tv he was a super cool guy and had a successful business in a market I cared about here was someone I thought I could help eventually a mutual friend introduced us I went to Drew's house and talked with him for a bit

he mentioned some of the things he was struggling with then I asked him would you mind if I Came back and just worked a day for free to see if I could help sure but why would you do that for free if I am able to make a big impact on your business then I'll probably charge a lot in the future but for now I just want to see if I can help you what's the catch what's in it for you there's no catch I think what you do is awesome and it'd be really fun

to see if the stuff I do could help you at all finally he reluctantly said sure if you really want to you can come out I think he still thought there was some kind of ulterior motive about a month later I flew out and met with their whole team we found that their funnels were making money but they weren't profitable I helped them fix their current funnels and we built a new funnel for the upcoming launch of a supplement called organifi overall between the day I spent in their office and the time going back and

forth through email I think I spent about a month coaching them through the whole funnel building process for free at the end of it they launched their new organifi funnel and it absolutely blew up They were making twenty thousand dollars to thirty thousand dollars a day and it totally transformed their business it was awesome last I heard that funnel has done over 25 million dollars in sales in less than three years and it's not slowing down I didn't ask Drew for this but in exchange for my help he made a video for me talking about

the transformation his business went through and the results we got for them After I saw that video I knew I was ready to launch the Inner Circle because I had proof I had Real Results for someone besides myself we put the video into an online funnel and launched our new coaching program people saw Drew talking about his transformation and almost instantly the program started to grow we set a cap of only 100 entrepreneurs in my inner circle at any given time and Despite the fact that we charge twenty five thousand dollars per year to be

a member right now we have waiting lists of people fighting to get in the goal with this or any kind of business is not to lead with how can I sell my product instead you want to ask how can I serve people how can I prove my stuff works how can I get results for somebody else those results are going to sell your Products and services it doesn't matter if you're selling physical products digital information or service programs go out there and work for free get some results if what you're doing works then capture those

stories and testimonials use them to attract and convert your dream clients I'm going to show you exactly how to find the first beta group shortly Step number two design the vehicle your new opportunity the next questions are where do you find people to serve and what should you create to teach them allow me to walk you through the process I've been using to answer those questions for over a decade this process gets the results that you can then build an Empire on you're going to deliver a six-week Opportunity switch Master Class during this master class

you are going to teach a small group of people about your new opportunity and how it will give them the end result they desire most start by picking a six-week window when you can deliver your class after more than a decade of delivering online classes I found that six weeks is the optimum amount of time any less than that and you run the risk Of people wanting refunds especially if the class ends inside a 30-day guarantee window any longer than that and people will start complaining because they feel like it's never going to end I

know we're not selling anything yet but this beta master class will become the Core curriculum for the people who will be paying you soon so it's important to set it up in the same way that others will experience it in the Future the next step is to begin building some of the marketing materials for the class I know that seems backward most people design the class first and then think about marketing but that is a formula for disaster just bear with me and you'll soon understand why I do it this way who slash what statement

is a first step I like to make a who slash what statement that quickly addresses which Sub-market my message is for and what new opportunity they will be switching to it reads like this I am going to teach underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore how to underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore Dot here are two examples of what that Statement could look like I am going to teach Real Estate Investors how to make money flipping houses on eBay I am going to teach people who are trying to

lose weight how to stop dieting and start drinking ketones for energy and weight loss the opportunity switch headline now that you know the who end what you need to give the class a sexy title that will attract your dream Customers I try to create a title that focuses on the result this Workshop will deliver I do that by filling in this phrase how to result they desire most without thing they fear most so for my click funnels masterclass I could create something like this how to create a seven-figure funnel in less than 30 minutes without

having to hire or be held hostage by a tech guy or if my Niche were flipping houses on EBay the title of my master class would be something like how to make a quick ten thousand dollars this weekend by flipping your first house on eBay without getting a loan from A bank if I created a niche for helping kids with ADHD the title could be how to naturally destroy your kids ADHD and help them get better grades without giving up their favorite after school snacks If I were a relationship coach how to reconnect with your

wife and find the passion in your marriage without having to go through painful counseling or wasting time talking if I were selling weight loss through ketosis I'd do something like how to stop exercising and still lose weight through a little-known trick that almost instantly puts your body into ketosis without giving up your favorite carbs You can plug most opportunity switch master classes into that framework and create quick titles that people will be interested in the five curiosity hooks getting out of the red ocean okay you've written down who you're going to serve and what the

vehicle is next you need to make that new opportunity as sexy and exciting as possible you have to figure out the big idea that Will draw people to you why would they shift from the current vehicle they're into yours they will switch if you position your opportunity so people will believe and buy a while back one of my friends named Jason flatlin taught me a concept called the five curiosity hooks these are just different ways to present an opportunity it's possible that all these hooks will Work for your master class but you need to pick

just one for now that's going to work the best for positioning you and your new opportunity here are the five hooks let's look at an example where the new Niche is weight loss through ketosis Health weight loss ketosis to illustrate how you would position it for each of the Curiosity hooks one little known big differences this hook shows people something they aren't Aware of and how knowing it could make all the difference between success and failure there's this little known thing called ketosis hardly anybody is talking about it but when you learn it and use

it you'll see a huge difference in your energy levels and how fast you can lose weight two well-known little understood here is where you take something that everyone thinks they know about and show how They're actually sabotaging their success because they're missing little nuances or details everyone's talking about low-carb diets right we all know that refined sugar and carbs are bad for us but what almost no one understands about low-carb diets is the concept of ketosis it's not restricting carbs that helps you lose weight it's getting your body into Ketosis and that can happen even

if you are eating carbs as long as you're drinking ketones three this changes everything with this hook something new has just happened in your sub-market it's related to the problem your audience wants to solve and letting them know that if they aren't aware of it they're at risk of missing out big time are you trying to stick to a low-carb Diet but finding the Cravings are just too much do you start fresh every Monday fail then vow to start again with the same old strategy you need to learn about a new type of ketones that

instantly puts your body into ketosis kills your cravings and helps you lose weight easily this changes everything 4. the crystal ball Theory this angle shows how something that's been done Successfully in the past is about to be made obsolete you're persuading them that soon this will be common knowledge but they can get in now and have early success are you tired of dieting and counting calories but not seeing the scale budge an ounce research is showing that low carb diets just aren't enough and staying in a state of ketosis is almost impossible for average people

The diet of the future takes low carb to the next level you can drink ketones and instantly put your body into ketosis 5. revisiting the fundamentals this hook takes the approach that things are getting way too complicated Advanced or sophisticated for the average person your new opportunity on the other hand takes things back to basics do you spend hours logging every morsel you eat every second of exercise an ounce of water you drink Diet Trends have really gotten out of control lately it's time to go back to the basics with the ketosis diet you only

have to do two things drink your Ketone drink in the morning and again at night keep your carbs below 20 G per day and you're good to go those are the five curiosity hooks you'll probably notice that each one is speaking against a current Red ocean tactic that currently exists in the Marketplace by changing your positioning you'll pull your opportunity out of a red ocean and plunk it down into a blue ocean all you need to do is figure out which of the Curiosity hooks makes the most sense for you and that will become the

hook for your master class let's review take a few minutes and write down your own statements based on the descriptions above when you're finished you should have Something like this who slash what statement I am going to teach people who are trying to lose weight how to stop dieting and start drinking ketones for energy and weight loss the opportunity switch headline how to stop exercising and still lose weight through a little-known trick that almost instantly puts your body into ketosis without giving up your favorite carbs curiosityhook there's this little known Thing called ketosis hardly anybody

is talking about it but when you learn it and use it you'll see a huge difference in your energy levels and how fast you can lose weight step number three give them what they want the ask campaign at this point it's important to remember that people don't buy what they need they buy what they want all too often we create a new opportunity giving people exactly what They need a vehicle that is capable of getting them to their end result but when they get into the vehicle they don't see what they actually wanted like air

conditioning leather seats radio options Etc because of that they will leave before they ever give you a chance to take them to the result they really desire so in addition to providing them with their new opportunity you also need to find out exactly what they want inside Of that vehicle if you do this correctly they'll feel like they've found their new home you accomplish this by running a simple one-question survey we call an ass campaign the ask campaign is based on a simple three-step formula that I learned from two of my early mentors Frank Curran

and Ed Dale this technique is so simple but don't skip it because of its simplicity It's one of the most important steps one find a hot Market two ask them what they want three give it to them that's it simple right because we're the experts in our respective niches it's easy to assume we know what people want and while sometimes we may be right more often we miss the mark Probably because we are so close to our own ideas for example I own a company called overcome pornography.com when we started the company we assumed that

we were mostly selling to men who wanted to overcome their pornography addictions but after running a simple ass campaign we discovered that the people who responded were primarily wives and mothers who were looking for help for Their spouses or kids just imagine how the changed the final product and how we sold it we used an Ask campaign to collect lots of important information from our Market and we used that information to create a product people really wanted let me show you how this works first you create a very simple page that asks what's your number

one question about underscore underscore underscore underscore underscore underscore Underscore underscore underscore underscore on the same page I offer people a ticket to the beta group of my master class for free if they'll tell me their number one question about my topic the page reads dear friend I know your time is valuable so I'll get right to the point I need your advice I'm putting finishing touches on a new course called how to underscore Underscore underscore underscore underscore underscore underscore underscore underscore underscore without underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore I want to

make sure I don't leave anything out so will you let me know your biggest question about how to underscore underscore underscore underscore underscore underscore Underscore underscore underscore underscore it could be anything you may think it's silly all you have to do is type your questions in the box below and click submit in exchange for your advice I'll give you free access to my masterclass that's happening on date this course will sell for 197 in the near future but you'll get special Access to experience the course free when you let me know your number one question

okay here is the easy form getting your first 100 responses once you have the web page set up we have a template in Click funnels to make it super easy for you it's time to start promoting it start by telling everyone you know it sounds strange but that's where I start every time on creating a brand new Niche I posted on Facebook I text my friends and family members I try to get everyone I know to come to my very first Master Class that's the low hanging fruit next I start to look at the sub

Market that I built my new opportunity in and I look for people who are already in those sub-markets when I got started over 10 years ago I used to look for forums full of people In my submarket so if my new Niche was about flipping houses on eBay then I'd look for forums about real estate investing I would become part of those communities and start participating in the groups notice I didn't say post spam messages about the Master Class you need to give before you can take so I go in and answer questions for a

week or two people see that I'm there to add to the Community and then after I've become a familiar face who provides lots of value it's usually okay to invite those people to answer my survey and take the master class for free I don't use forums as much these days because most of that communication is happening in groups inside of Facebook in the future there may be a different platform where people Gather in groups but regardless the concept is the same If you're looking for people on Facebook search for groups in your submarket and join

the active groups then become an active participant in those communities and provide value then when it's appropriate ask people what's your number one question about underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore and post a link to your survey Of course you can always run paid ads directing people to the survey as well if you're in a hurry some Facebook or Google ads can get you answers in a hurry but if you prefer not to spend money at this stage social media groups work well using the survey data run traffic to the ask

campaign page until you have about 100 responses out of those 100 you're going to find 8 to 10 core questions people are asking Over and over those questions will become the titles of the modules in your master class for example when we run the ask campaign for my how to make a potato gun product people ask things like what type of pipe do you use to the PSI ratings on the pipes matter which type of igniter should I use barbecue or Lantern how long should I cut my pipes what type of propellants should I use

Am I going to die if I make the gun wrong next I found the most common six to eight questions people were asking and created an outline module number one how to decide which type of gun you want to create oh what's a Pneumatic gun oh what size gun should we build oh how do you build a bolt-action spud gun module number two how to pick the right Pipes or what type of pipe do you use oh do the PSI ratings on the pipes matter module number three how to find accessories before you start building

oh what type of igniter should I use oh barbecue lighter or Lantern igniter module number four how to cut the right Barrel to chamber volume ratio oh how long should I cut my pipes oh what happens if my chamber is too big or too small Module number five how to assemble the pieces oh how do I assemble the gun oh what tools do I need to make my spud gun module number six how to increase potato flight distance oh what type of propellants should I use oh what if my gun won't shoot module number seven

how to stay safe while shooting your potato gun oh am I going to die if I make the gun Wrong oh has anyone ever died from a potato gun after you have the questions in the outline there's one more step that gives you a really cool asset to use when you start selling your master class in the future people have just told us exactly what they want to know right so take all the questions and rewrite them as bullet points to use in sales Letters ads emails webinars and lots of other places question what type

of pipe do you use do the PSI ratings on the pipes matter bullet discover the only pipe we will ever use in the secret PSI rating that will guarantee your potatoes go farther and your gun lasts longer question which type of igniter should I use barbecue or Lantern bullet find out which igniter will never use and hear about a scary near-death Experience that kept us from ever using it again and why there is only one brand We Trust question how long should I cut my pipes bullet you'll learn the correct Barrel to chamber ratio that

will keep you safe and help your gun shoot 25 farther warning even being a quarter inch off could make every potato you shoot a flop question what type of propellants should I use bullet discover the secret propellant we Accidentally stumbled upon when we ran out of hairspray that immediately made our gun shoot over 50 yards farther every time question am I going to die if I make the gun wrong bullet learn the safety secrets we use to make sure every potato gun outing is safe as well as exciting rewriting all the questions into bullet points

will help make what you teach so much more exciting to your students And it will make writing your marketing materials easier later on at this point you have an outline which is really a table of contents you could write a book from here if you wanted to all you have to do to deliver an amazing masterclass is find the answers to their questions and teach them in a way that will facilitate the best results the participants will be happy because you're answering their questions You're giving them exactly what they want step number four deliver your

free masterclass to make running your first Master Class simple you really only need two tools a Facebook group and Facebook live both free set up a private Facebook group so your beta members can interact with each other a group allows you to post content give Class updates provide accountability and deliver any bonuses later on you can make a membership site and get a little fancier but for now you're just looking at getting some results for a group of people with your new opportunity next you need some technology to help you deliver the Master Class recently

we started using Facebook live inside our member group to deliver the live training It works really well especially if you're starting on a budget there are other webinar platforms you can use as well platforms come and go but my favorites right now are go to webinar com orzoom.us for webinars or www.instanttelliseminar.com for audio tele seminars you'll also need to let people know how to access the class when is it being held Where do they log in what materials might they need to bring you can give them the information inside your private Facebook group as for

teaching the actual class everyone has a different teaching Style you might decide to use PowerPoint slides in a webinar format where you might just want to talk on the phone with a tele seminar format and while I don't think it matters what format you actually teach it in I do Highly recommend using the storytelling skills that you'll be learning in section 2 of this book to get people to listen and make lasting changes so now that you have your vehicle for change in a newly created blue ocean niche in a beta group of members you

can start getting results for you may be thinking but Russell when do I start making money we're going to start addressing that in the next section After you've completed your master class and have some great results that prove what you can do for people that's the goal from this first section the results you get from this beta group will become the fuel that grows your expert business section 2 creating belief the first section of this book was all about understanding who you must become and what you must create to start building your mass movement In

this section we shift Focus to how you create certain beliefs in the minds of your followers these beliefs allow them to be more receptive to the opportunities you're offering when people have absolute belief in what you are telling them you can positively influence them the longer I work in this business the more I realize how everything comes down to one thing belief Belief creates the customer belief creates the results you must persuade people to believe in what you are doing and you do that by Mastering the Art of Storytelling Secrets number five through number 10

will give you the foundation you need to tell stories that make your audience believe secret number five the big Domino I was sitting in a room with about 120 Other successful entrepreneurs all of who made at least a million dollars a year a requirement to be in that room one of the featured keynote speakers was Tim Ferriss the author of the four hour work week after his presentation he opened up the floor for questions a woman stood up and asked hey Tim you seem to get so much done what is it that you do all

day he paused for a moment then gave an Awkward half smile and said if you watched my daily routine you'd be bored out of your mind most people wake up every morning with a task list of a thousand things to do they go through the day trying to knock down all these things I wake up every morning and I meditate I drink tea or coffee I go for a walk and maybe I read a book he said he might spend three or four weeks doing that and nothing else My whole goal is to slow down

and look around instead of looking for all the tasks that I could do I try to identify the one big Domino the one thing that if I could knock that down all the other dominoes would either fall down or become irrelevant when he said that I had an aha moment I haven't yet figured out how to implement this in my personal life but when it comes to how I sell things He was 100 right the first step to creating belief is figuring out the one thing you have to get someone to believe that will knock

down all their other objections make them irrelevant or disappear altogether a little while later I was talking to a friend and Mentor Perry Belcher he told me how he had gone back and analyzed all the different offers that his companies had created and sold over the past 10 years He discovered that the more things they asked someone to believe in their sales pitch the worse the offer converted in fact he figured out that if they tried to make more than one point or ask someone to focus on more than one thing in a sales message

conversion rates dropped by half he then said look at how many things a prospect has to believe in order to buy what you're selling if it's more than one you need to rework Your sales presentation after hearing that I knew we had to go back and look at everything we were selling we asked ourselves what's the one thing what is the one big Domino of belief that we need to knock down every product has one big Domino one thing that will knock down all the smaller objections and resistance if we can get people to believe

in that one thing then they will have to buy it I took a logic class in college that showed different ways to create valid arguments one of the many valid argument forms is called modus ponens it looks like this if a then B A therefore be if I were to put this argument into a sentence I'd say something like if dahlin doesn't finish his homework then he will not go to class Dalton did not finish his homework Therefore dahlin will not go to class if you think about it you'll start to see patterns of this

argument everywhere religion is an easy example in Christianity everything hinges upon the truth of the Bible if someone believes the Bible is true then they have no other option then to believe that Jesus Christ is the savior if he is truly the Savior then all the other concerns you have about Christianity disappear if the Bible is true then Jesus is the savior the Bible is true therefore Jesus is the savior as a Christian if I can get someone to believe the Bible they're one big Domino then it knocks down every other Domino and makes any

other argument irrelevant to the person who has that belief but it's not just in religion we see this happening everywhere around Us from politics to sports to the people we spend time with that's why it's hard to have an argument with someone about something they truly believe in when that seed of belief is there it doesn't matter how much you try to convince them otherwise it has already knocked down all the other smaller dominoes that you're trying to stack back up the one thing aka the big Domino Statement when we launched click funnels I tried

to figure out the one key belief that I needed my audience to understand and believe I came up with this basic statement if I can make people believe that my new opportunity is slash or key to what they desire most and is slash are only attainable through my specific vehicle than all other objections and concerns become irrelevant and they have to give me money If I can get someone to truly believe that the new opportunity is the key to what they want the most and they can only get it through my vehicle then they have

no other options but to buy this is the key to launching your movement belief here is what I used for click funnels if I can make people believe that funnels are the key to online business success and are only attainable through Click funnels then all other objections and concerns become irrelevant and they have to give me money when someone believes they have to have a funnel and they do and that I'm the only way they can get one then they have to buy click funnels there is no other option I've helped my inner circle members

create these statements for their businesses we discovered that if we're struggling To make a valid argument that works it's typically because we didn't create a new opportunity but instead have an improvement offer if we haven't created a blue ocean then the argument won't be valid for example I've seen statements that say something like if I can make people believe that cutting calories and exercising is the key to losing weight and is only attainable through my new weight loss Course than all other objections and concerns become irrelevant and they have to give me money that statement

is not true if the belief you are trying to give them is that they need to cut calories and exercise there are a few problems one you are not in the prolific Zone you are in the mainstream two this is not a new opportunity there are thousands of identical programs crowding the niche of cutting Calories and exercising three this is not a blue ocean they could literally buy one of a hundred different products to satisfy the belief you created I would need to change my Niche and my opportunity to be something like this if I

can make them believe that getting their bodies into a state of ketosis is key to losing weight and is only attainable through drinking prove its ketones which put the body into ketosis Within 10 minutes then all other objections and concerns become irrelevant and they have to give me money the first step is creating your big Domino statement once you have a statement that works and is true the next step is to create real belief in your one thing secret number six The Epiphany Bridge a few years ago I helped a friend who Was launching a

new company one of the guys working on the project wrote a script for a front-end sales video the goal was to sell people into their new opportunity after reading the script I knew he'd made a huge mistake he was trying to sell people on why they should join this new opportunity here's the email I sent him what I've found is that if you just sell Something it's not as strong and doesn't create the emotion you need to really cause action if you want people to Adopt A New Concept and want to get their buy-in you

have to lead them to the answer but you can't give it to them they have to come up with the idea themselves you plant the idea in their minds with a story and if they come up with the answer they will have sold themselves The buying decision becomes theirs not yours when that happens you don't have to sell them anything he wrote back a little confused and told me that my idea sounded like it came from the movie Inception and asked me to take a shot at writing the sales script I spent the next few

hours writing an epiphany Bridge script which later helped the company acquire 1.5 million users in just three short months That is the power of a story when you use it the right way so what is an epiphany Bridge it's simply a story that takes people through the emotional experience that got you excited about the new opportunity you're presenting to them there's a reason you got excited about your new opportunity right something happened to you at some point in your life you had an amazing experience that Caused an epiphany you thought wow this is so cool

the first time I learned how to sell things online I had an epiphany the first time I learned about funnels I had an epiphany we're having these little aha moments all the time the first time you discovered your expert topic something happened that excited you you had an emotional response that sold You on this new opportunity do you remember what the experience was do you remember how you felt that first aha moment created so much excitement for you that you started on a journey where you studied everything you could find about the topic you started

geeking out and going deep into the subject learning all the terminology and understanding the science and Technical aspects behind why it worked and then you became logically Sold on the new opportunity now at this point you've had an emotional connection with the new opportunity as well as a logical connection then because you believe so much in what you're learning you have a desire to share it with other people but unfortunately for you the first thing you try to do is logically convince everyone you know about this new idea You probably expected them to be as

excited as you were but quickly found out that they were resistant to the new ideas has this ever happened to you the problem is that you started to speak a language we call technobabble one of my friends Kim Claver wrote a book called if my product's so great how come I can't sell it in it she identifies technobabble as the number one sales killer We all love our ideas so much we want people to understand why they should follow us and use our products and services but for some reason as soon as we try to

explain our beliefs to someone we automatically start to spew the fechnobabble we've learned in order to logically convince people to buy we talk about why this concept is the best and potentially mention all the science Behind what we do we talk about how we're leading the industry with groundbreaking products we share industry numbers and jargon but all the logical stuff that strengthened our own beliefs in the new opportunity will not help people by unless they've already had the same initial emotional Epiphany that you had all the logic features and benefits you give people before the

Epiphany will just annoy them It's frustrating and often completely offensive there's a time and a place for logic but you have to convince them emotionally first before they'll be excited by your logic think about it you didn't buy into the new opportunity because of all the logical technobabble you bought in because of some emotional experience that happened before you geeked out You had an epiphany first and that caused you to move forward people don't biologically they buy based on emotion then they use logic to justify the purchase decision they've already made for example let's say

I purchased a Ferrari I am emotionally invested in the feeling I want to have when I'm driving it that's why I bought the Ferrari or a big house expensive clothes watches Etc But then I have to logically justify to myself my friends or my spouse-wife was worth spending all that money I have to explain how it gets better gas mileage it was on sale it came with a great warranty logic is justification for the emotional attachment I've already made if you think about it there's a status consideration on both sides of this equation I'm emotionally

attached to the status That the new Ferrari will give me but then I need to justify it logically to my friends and family so I don't lose status in their minds but good luck selling me logically if I don't already have the emotional connection with that car it's pretty much impossible logic doesn't sell emotion cell to create those emotions you have to go back and remember what it was that gave You the Epiphany that caused you to believe in the new opportunity that story your Epiphany Bridge story provides the emotional connection and bridges the Gap

from the emotional to The Logical side if you can tell a story about how you got your big Aha and if you structure the story right they will have the same Epiphany and will sell themselves on your product or service then they'll look for ways to logically Justify the purchase and learn all the technobabble on their own your job is to learn how to tell these stories in a way that will lead people to The Epiphany and they will do the rest so my first question for you is what was your core Epiphany Bridge story

that convinced you of the one thing you are sharing with others we'll worry about how to structure that story over the next two Secrets but for Now I want you to think back to the original experience that gave you your first Epiphany that brought you on this journey do you remember what happened what was happening around you how did you feel it's important to remember those details because they are the key to telling a good story effective storytelling have you ever noticed that two people Can tell the same story with completely different outcomes in one

you're emotionally captivated and engaged then someone else tells you a story about the exact same experience and you fall asleep what's the difference what makes some people better storytellers than others there are lots of reasons but you don't have to know them all to tell a great Story that gets prospects to buy it only takes a couple of things to really make a captivating and interesting story the first key to telling captivating stories is oversimplification when you're telling stories you need to speak at about a third grade level many of you will struggle with this

because you like to use big words and show off your vocabulary and try to sound sophisticated and smart There may be a time and a place for that but it's not when you're telling stories people are used to digesting information at about a third grade level when you go above that you start losing people quickly there is a reason the news stations speak to their audiences at this level during the 2016 primary elections a study looked at the speeches of the Republican candidates and ran them Through the flesh Kincaid test that shows the grade level

of their speech Trump averaged a third to fourth grade level on each of his speeches where other candidates like Ted Cruz had a ninth grade level and both Ben Carson and Mike Huckabee were at an eighth grade level using big words may make you feel smarter but it will not influence others but sometimes you have to talk about complex ideas So how do you take a complicated idea and simplify it quickly you do this using a tool I created called a kinda-like bridge every time I run into a word or a concept that is past

a third grade level I stop and think about how I can relate the concept to something they already know and understand the same way I would try to explain complex ideas to my kids for example in one of my sales scripts I Was trying to teach a process called ketosis which is a way to lose weight that sentence right there was a mini kinda-like Bridge did you notice that in the sales script I mentioned the word ketones and I watched as the audience zoned out I discovered that if they don't know what a word means

they stop paying attention to everything you say afterward So I started using a kinda-like bridge like this the goal is to get ketones into your body now what are ketones well they are kind of like millions of little motivational speakers running through your body that give you energy and make you feel awesome I take this new concept or word that people may not understand and add the phrase it's kind of like to the sentence I'm connecting the new word or concept to something they already understand something that makes total sense to them so they get

it my audience knows what a motivational speaker is and they can imagine what it might feel like to have millions of little ones running around in their bodies in that same script I was trying to explain what it feels like to be in ketosis and that's a hard thing to Understand it feels good it feels awesome so I had to take this concept and say when you're in ketosis it's kind of like the old video game Pac-Man remember you spent the whole game running away from the ghosts but every once in a while you get

a power pellet and suddenly you get tons of energy and then you're actually chasing the ghosts and you feel on That's what it feels like to be in ketosis again I'm taking this concept that's vague and hard to understand and bridging it with something they do understand using the phrase kinda like any time you're speaking or writing and you hit a friction point where some people may not understand what you're trying to convey just say it's kinda like and related to something easy to understand This keeps your story simple entertaining and effective oversimplification is the

key how does it feel the next way to improve your storytelling is to add in feelings and emotions in film it's often a lot easier to get people to feel something one of my favorite examples of this is from the movie X-Men first Class in this movie we are taken back into the X-Men's past and given a glimpse of what it was like for them growing up and discovering their powers there was a scene where young Magneto was taken to a Nazi concentration camp and as they pulled him and his family into the gates they

noticed the metal fences around their compound started to move as he started to resist them they wanted to see what his powers were so they brought him into a very small room with a Nazi leader who wanted a Demonstration of his powers they also brought Magneto's mother into the room so they could use her as leverage to get him to do what they wanted the leader points a gun at Magneto's mother and has him try to move a metal coin on the desk he nervously tries to move the coin but isn't able so the leader

pulls the trigger and kills his mother and then you see a scene so powerful That without a single word being said you actually feel the pain that Magneto is going through he watches his eyes shift from sadness to anger he then uses his powers to crush a bell on the Nazi Leader's desk from there he starts yelling and moving everything metal inside the room he crushes the guards helmets instantly killing them and then completely destroys everything in the room And that's when he found his power when you're watching the film you are able to see

all of this happen without any words because we can see his face we can experience the room we hear the music and we actually feel in some way Magneto's pain and suffering that is the power of films now most of us aren't producing films to sell our stuff but we have to learn how to tell stories in a way that help others feel the same Imagine if Magneto just came in and said something like yeah so when I was a kid I wasn't a Nazi concentration camp and they wanted me to move a metal coin

but I wasn't able to do it so they killed my mom I was really mad so I blew the whole place up did you feel anything there no you wouldn't have had the same emotional experience that you need to connect with the character Yet that's how most people tell their stories if you look at a good fiction author they'll have the character come into a room then spend several Pages describing the room they talk about the lights how things looked and felt and everything they need to set up the scene then they go deep into

how the character is feeling and that is the key You have to explain how you feel and when you do that people will start to feel what you were feeling for example what if I tell a story like this I was sitting at home and I could hear my wife and kids in the other room playing they had no idea what had just happened I was sitting there freaked out because I knew the bills were due but had no idea how I was going to pay them I started to get a shooting pain in my

stomach it felt like a heart attack but it was lower in my gut I felt this pressure coming down and I literally felt like someone was sitting on my neck it got so heavy that I couldn't lift my head the only thing I could see were the palms of my hands and they were sweating yet I Was freezing cold my whole body was shaking and shivering because I was in so much pain and frustration yet I was Frozen with fear as you read that story you probably started to actually feel the things I explained how

many of you felt a pain in your gut or a weight on your neck or sweaty Palms by explaining how I felt you almost instantly will feel something similar when I tell a story this way I'm Controlling the state of the person listening it's essential that I control their state and I do this by telling the story in a way that gets you to feel what I felt so when I explain how I had my Epiphany you can experience the same epiphany if I want you to have the same Epiphany I had you need to

be in the same state that I was in when I had that epiphany have you ever had the experience where You told someone a story about a situation that was really funny or exciting and after you told it to them they didn't quite get it they understood but they didn't get what you were trying to share with them so you try to tell the story again another way and then again another way and after a few attempts you throw up your hands in defeat and say something like well I guess you had to be there

now that you understand the basics of an Epiphany Bridge how to simplify your stories and how to get people to feel things when you tell your stories I want to transition into story structure when you learn the right structure for telling your stories and you apply the concepts you learned here you will become a master at storytelling and story selling secret number seven the hero's two Journeys for the past 10 years I focused on story Selling to get people excited about the new opportunities one offer them I didn't really have much structure I just told

a lot of stories and noticed that some of them encouraged my audience to believe and Follow Me While others didn't have much impact at all over time I became better and better at telling stories but it wasn't until I met a guy named Michael Hoagie that I really started to Understand story structure once I understood structure I was able to craft stories so they always created the right environments for people to have the necessary epiphanies one of my friends Dagan Smith started me on the path to creating or changing beliefs with stories he told me

to listen to an audiobook by Michael Hoagie and Christopher Vogler called the heroes two Journeys Michael has been one of Hollywood's top Script consultants and Story Experts for more than 30 years he's the guy that top screenwriters and directors call to make sure that their movies are following correct story structure for maximum emotional impact shortly after I listened to the book Dagan and I hired Michael to speak at one of our events showing us how to use stories to create belief in the minds of our customers what he taught was fascinating and Helped me become

a better storyteller this journey has been a huge Focus for me over the past five years I want to walk you through what I learned from the hero's two Journeys it will give you context for what a good story needs to be and will help you craft your Epiphany Bridge stories good stories are really simple there can be layers of complexity but at the core they are all very simple depending on the complexities I share I Can tell the same story in 60 seconds or 60 Minutes all with the same desired effect every good story

is built on three foundational elements character desire and conflict also known as the plot once upon a time there was a girl named Red Riding Hood she wanted to take a basket of cookies to her grandma who lived in the woods what she didn't know was that the big bad wolf was waiting to gobble her up Character Red Riding Hood desire take a basket of cookies to her grandma conflict Big Bad Wolf these are the basic elements of every movie book play TV show Opera any type of story after showing me this Michael explained every

good story is about a captivating character who is pursuing some compelling desire and who faces seemingly insurmountable obstacles to Achieving it that's it if you've got those three things then you've got a good story your plot statement the first Epiphany Bridge story you will tell is the one that got you excited about your new opportunity in the first place take a few minutes to think about your story you are the character so that step is easy But what desire started you on your journey what did you want to achieve write it down next what was

the conflict you experienced along the way write it down boom you've got a plot now write out your basic plot in one sentence like I did for Little Red Riding Hood above Here is an example once upon a time there was a guy named Russell Brunson who wanted to figure out a way to support his new family without having to get a traditional job so he started selling information products potato gun DVDs online but one day Google's ad cost tripled and his little business dried up overnight character Russell Brunson desire support his new family conflict

Google's ad costs tripled and His business dried up overnight that is the basic structure of every story when I'm first building out my inventory of stories which you will do in secret number nine I always start with a plot statement this allows me to tell the entire story in just a few seconds if I need to or I can fill in the details and talk for hours now that you have the basic plot written Out let's dig deeper into each element so you have the tools you need to flesh out your stories and really hook

into people's emotions one build rapport with the hero the first 10 percent of any movie is all about building rapport with the hero so we have a vested interest in their Journey if we don't build rapport with the hero in the story then no one cares what else happens to them on their Journey If you do a good job of building that Rapport up front the audience will be engaged throughout the whole thing you want people to get into a rapport with the hero quickly the fastest way to do that is to connect with two

or more of these core identities make the character a victim of some outside force so we want to root for them put the character in Jeopardy so we Worry about them make the character likeable so we want to be with them make the character funny so we connect with them make the character powerful so we want to be like them after you've introduced the identities it's time to introduce the character flaws that have caused you as the hero to struggle sharing flaws is critical to gaining Rapport no one cares about Superman until we introduce Kryptonite

he's an uninteresting character until he has flaws and weaknesses and the same is true of any hero sometimes it's scary to share these flaws in your stories but they are the key to building rapport 2. introduce the desire for something more every story is about a journey either Toward pleasure or away from pain the hero must have suffered some type of wound or carry an unhealed source of continuous pain in the backstory because the wound has never healed it causes the fear and pain that drive the character usually the hero desires to accomplish something they

believe will heal that wound there are four core desires that drive most Heroes Two of them move the hero toward pleasure and two move away from pain toward pleasure to win the hero may be trying to win the heart of someone they love or they may want to win fame money a competition or prestige but as you now know they are really looking for an increase in status to retrieve the hero wants to obtain something and bring it back away from pain To escape the hero desires to get away from something that's upsetting or causing

pain to stop the hero wants to stop some bad thing from happening the story describes the journey to achieving the desire but in all good stories the hero is actually on two Journeys the one that everyone sees the Journey of achievement and one that's hidden the Journey of transformation The second Journey may not be as obvious yet it's the key to the whole story the Journey of achievement this is the first journey the one that everyone listening to the story is aware of there's a visible goal with a Finish Line that everyone can see it's

the reason the hero sets out on the journey in the first place the audience is rooting for the hero to accomplish this journey while this journey is what drives the Story forward it's the second Journey that actually matters the most in fact in many stories the hero never actually achieves his end desire or if he does he gives it up for the real transformational journey that he's been on throughout the story the Journey of transformation during the first 10 of the story we learn about the character and the beliefs they have that make up their

identity a particular identity is very important To the hero at the beginning of the story but along the way they become someone else someone better it's almost like the death of their old belief systems and the resurrection or Rebirth of a new person this transformation is the real journey that our hero has actually been on one of my favorite stories that shows this transformation of a character is from the animated movie Cars Lightning McQueen has a very real goal He wants to achieve to win the Piston Cup the whole movie is centered around him getting

to California so he can win he stumbles upon conflict along the way but eventually he gets to The Big Race in the last scene he's racing and about to finally achieve all his desires but then the car he is racing against the king gets into a huge wreck McQueen's win is guaranteed but because he's been on a journey of Transformation he chooses to slam on his brakes just inches before the finish line and watches as Chick Hicks races past him for the win he then backs up drives over to the king and pushes him across

the finish line the king then says you just gave up the Piston Cup to which McQueen responds a grumpy old racing car once told me something it's just an empty cup through this journey he has been doing Everything possible to achieve his greatest desires and then at the last minute he gives them up to become something more we see the death and Rebirth of his identity we see the new beliefs he has created we see his essence that is the key to a great story 3. introduce the conflict desire is essential to the story because

it shows the end goal It provides a reason for the journey to move forward but emotion doesn't come from the desire it comes from the conflict the hero faces while trying to gain the desire in pursuing the goal there must be seemingly insurmountable obstacles if it doesn't seem impossible for the hero to get what they want people won't care as much our primary goal as storytellers is to elicit emotion and you can't do that Without conflict Michael Hoagie showed me the patterns of conflict that are consistent with almost all Hollywood movies there are five turning

points that create the emotion in almost all films as you review each one think about every movie you've seen and how they fit into these five turning points of conflict one the new opportunity after you share the character's backstory some event causes the character to physically leave Where they are and start the journey this new opportunity is what sets them off to achieve their desires this leads our hero into a new situation that seems good at first until they move into Turning Point number two 2. change of plans at some point the original desire will

transform into a very specific visible goal with a clearly defined endpoint this is where the hero's outer motivation is revealed From here they will start to make progress toward that goal until they hit Turning Point number three three point of no return at this point the hero must fully commit to reaching the goal up to this point they've had opportunities to turn back but something happens here that makes this a Do or Die situation it's no longer a should it's a must The hero must burn their old bridges and dive in with both feet or

turn back forever this forces them to start moving into more complicated situations with higher Stakes which lead to Turning Point number four 4 the major setback something happens to the hero and we believe that All Is Lost this event initially leaves the hero with no chance of success but then we see a small glimmer of light The hero has only one option he has to take one last All or Nothing shot at the desire this leads the hero to the final push that drives him to Turning Point number five the climax now our hero must

face the biggest obstacle of the entire story and determine their own fate the Journey of achievement will be resolved once and for all and the journey of transformation will be Revealed then we move into the aftermath of the story the hero's new life is revealed and the journey is complete Isn't that cool look at almost every successful movie and you will see the pattern of the hero's two Journeys when I first learned this whole process I got really excited and honestly a little overwhelmed so I tried to find a way to simplify it But not

lose out on the key elements needed to cause emotion and create an epiphany and that's when we created these Epiphany Bridge scripts that I now use dozens of times a day if you learn nothing else from this book mastering this process will serve you for the rest of your life and everything you do secret number eight The Epiphany Bridge script Now that you understand the concept of the Epiphany bridge and you've also seen the structure of the hero's two Journeys we have everything we need to start creating powerful Epiphany Bridge stories The Epiphany Bridge script

follows a similar path as the hero's two Journeys but I built it in a way that makes telling your stories very simple I have this on my desk and I use it all the time when I'm telling my stories You'll be telling a lot of stories so mastering the script will become one of the most important things you could ever do let me jump in and show you how it works an epiphany Bridge story has eight core sections that pull you through the hero's two Journeys I have a question that goes with each section and

answering each question actually creates the story for me I will go into more depth for each of The questions below but let me show you quickly how it works one the backstory what is your backstory that gives us a vested interest in your journey 2. your desires what is it you want to accomplish a external what is the external struggle you are dealing with be internal what is the internal struggle you are dealing with three the wall what was the wall or Problem you hit within your current opportunity that started you on this new Journey

4. The Epiphany what was the Epiphany you experienced and new opportunity you discovered 5. the plan what was the plan you created to achieve your desire 6. the conflict What conflict did you experience along the way seven the achievement what was your end result 8. the transformation what was the transformation you experienced for many of you that outline and those questions will be enough to give you the framework to tell any story but I wanted to dig a little deeper into each question so you have a really clear understanding on how to answer those questions

the backstory what is your backstory that gives us a vested interest in your journey Most good stories start with the backstory for an epiphany bridge that means remembering where you were before you had your big aha go back to that time and place and remember the circumstances that caused you to start on your hero's journey usually this backstory starts at about the same point where your listener is in their life right now they desire the same result that you Have already achieved but when they see you as the expert and see what you've accomplished it

can be really hard for them to relate to you and trust you that's why you must come down from your positioning as an expert and return to the beginning where you were struggling with the same things they are when they see that you were once where they are now they will have faith that you can take them where they want to go Your desires what is it you want to accomplish when you created your plot statement you learned about the three foundational elements of every good story character desire conflict here is where you talk about

what it is that you desired the most what most people Miss is that there are almost always two types of struggles keeping you from what you desire the Most the more surface level external struggles and more importantly the deeper internal struggles that you and your listeners are experiencing what is the external struggle you are dealing with the external struggle is what drives the Journey of accomplishment the hero's first journey it's tied to your desire and is usually based on one of the goals you learned about earlier to win to retrieve to Escape or to stop

people are usually willing to share their external struggles I'm trying to lose weight but I can't give up carbs or I want to start my own company but I just can't find the time but these are rarely the real issues they are dealing with to find out the true cause of their pain you need to dig deeper and share your internal conflicts what is the internal struggle you are Dealing with the internal struggle is the Journey of transformation from Fear to courage the hero's second Journey this is the root cause of your struggles sometimes it's

hard to share or even know what the actual internal struggles are but if you're willing and able to get vulnerable and share your internal struggles this will build rapport faster than anything else you can do Why because your audience also shares these same internal struggles most people never talk about them but when they hear you get vulnerable and expose what you are really struggling with the audience will form an almost instant connection with you I found that the secret to identifying people's internal struggles is to take their external struggle and ask them why About five

or six times keep drilling down until you get to the real reason they want to change here's a hint it's usually tied to love or status or both for example if someone tells you they want to lose weight ask them why well because I want to be healthy why because I have three kids and I want to keep up with them why Because by 5 PM I'm completely out of energy and I just want to lie down why because I don't want people to think I'm a bad mom notice that the first few reasons are

almost always tied to status why because I want my kids to know that I love them why Because I never knew whether my mom loved me boom notice that this one is tied to love or if someone wants to make money ask why so I can get a bigger house and my wife can quit her job why so that I can provide a better life for my family why Because my kids are in daycare and I really think they should be home with their mom why because my definition of a successful family is having my

wife stay home with my kids why is that important because my mom was home when I got home from school and I want that for my kids too why Because people may think I'm a bad father if I can't provide this way for them notice status reason here why because I want my kids to love me and look up to me there it is again the internal struggle is not that they want to make money it's that they want their kids and spouse to love them they want love security status As you're telling the story

touch upon the external because that's what they're willing to acknowledge but then share your internal struggles too those people who are dealing with the same internal struggles will have instant rapport with you and you'll be speaking to them at a subconscious level they'll be thinking about feelings they've never really shared in the past but no are True when you get to the end of the story typically you've solved the external struggles and accomplished what the hero has set out to do but for your story to be really impactful the hero needs to have done more

than just accomplish their goal they need to have become someone different in the process in fact sometimes it's even more powerful if the hero does not reach Their initial goal Lightning McQueen didn't win the Piston Cup Rocky Balboa lost to Apollo Creed in part one but that is why we love those characters so much even though they failed at their external goals both of them won their internal struggles the Journey of transformation Michael Hoagie said that the internal journey is all about the death of our Identity and The Rebirth of our essence our internal struggles

are about us holding on to these things that were attached to such as love our status our identity if you took away all those things what is left would be your essence realizing that your kids love you no matter what and that others don't really care about your status that much that is the essence of happiness so while we want our hero to achieve his Goal it's more important that he becomes someone different along the way there has been a death of his internal struggles and a rebirth of something more the wall what was the

wall or problem you hit within your current opportunity that started you on this new Journey the backstory builds rapport with the character then takes the listener to the moment of frustration that causes our Hero to start on their Journey that wall is the frustration you felt because of the current opportunity you have been using to try to accomplish your desires this old opportunity is not working and is the reason you as well as your listeners are willing to go on a journey to try something new this is what drives the emotion for The Listener and

sets up the correct circumstances for them to experience the Epiphany something happened on your journey that has kept you from your desire the wall is often a point of frustration fear or hopelessness so be sure to spend time here describing how you felt this will help to get them into the same state you were in when you had your big epiphany the epiphany what was the Epiphany you experienced a New opportunity you discovered so far the hero has been introduced we know what the ultimate desire is and we also know the wall their current opportunity

has created that is keeping them from their goal this is the point where something happens that shows them the path they need to follow it could be a person who helps them understand something it might be an idea they had while Reading or it could be a breakthrough they discovered while trying to overcome conflict something happened that gave them the Epiphany which changed their perception of reality now that you've had this Epiphany about what you needed to do what was the new opportunity it led you to The Epiphany is the thought or the idea and

the new opportunity is the vehicle you've decided to step into to Accomplish that goal the plan what was the plan you created to achieve your desire now that you've had the Epiphany and you've learned about the new opportunity now we talk about the plan you've created to see if this new opportunity will lead you to what you desire the most what is the plan and then what are the steps you took to get to your goals Inside this plan you are inevitably going to run into conflict which is where we start to get the emotion

from the story remember it isn't the desire of the character that causes the emotion it comes from the conflict they experience while they are trying to reach that goal the conflict What conflict did you experience along the way after the hero develops a plan they move Forward on it until something happens they start to run into conflict we call this the point of no return because before this point they could have easily just walked away from the plan and things would have been okay here something happens where they must either decide to go back to

their old life or burn the boats and keep moving forward this is where you take the step of Faith out into the dark only to find that There's a light just a little further ahead most people are so scared of executing on an idea and aha an epiphany that they never move forward in spite of all the reasons you may have said no in the past This Time It's Different this is when the desire shifts from a should to a must you move from I should lose weight too I must lose weight Or I should

start a business to I must this will sound like a battle cry to your prospects because they too have been should ing for too long it's time to finally make the change once and for all they will see you as someone who successfully took a stand and shifted from should to must and he will inspire them to do the same describe for them the moment you made the shift including how it felt inside In all good stories after the hero has moved past the point of no return things start to fall apart they discover the

journey isn't as easy as they had assumed in the beginning if they had known all the pain they'd have to go through they might never have started the journey at all describe the major setback and conflict you experienced that made you feel like all was lost but then there was a glimmer of light One last way you could accomplish your goal you alter your plan and go for one last final push the achievement what was your end result after your final push something happens either you achieve your external desires or you don't share the aftermath

of what happened so people can see the results that you got from the new opportunity the transformation What was the transformation you experienced here you talk about who you became through this process this is the resolution of your internal struggles and is the death of the hero's identity and The Rebirth of your new belief systems as you will see in the next secret the goal of all good stories is to break old belief patterns and rebuild them with new ones When you create your stories this way you are helping people to break free from their

old belief systems and create a new future that is the goal of a good Epiphany Bridge story The Epiphany Bridge questions that's the script for writing an epiphany Bridge story we covered a lot here so you could understand the power behind each section of the Epiphany Bridge story But remember that stories are simple by Nature you can make stories more complex by going deeper into the settings emotions other characters Etc but at their core they follow a very simple progression your origin Epiphany Bridge story as I'm sure you can tell so far each chapter Builds

on itself and each secret gives you the next piece you need in the Puzzle so I wanted to step back and talk about a few things so you can see where your first Epiphany Bridge story fits in secret number five we talked about the big Domino the one thing you must get them to believe to join your new opportunity here is the big Domino statement I created for click funnels if I can make people believe that funnels are the key to online business Success and are only attainable through click funnels then all other objections and

concerns become irrelevant and they have to give me money now obviously I believe that is true but why what was the Epiphany I had that made that belief become Truth for me that story the one that made you believe in your Domino statement is what I call the origin story so what I want you to do for this Chapter is think about your origin story and then answer the Epiphany Bridge questions this is the story you will be using often in the sales process so it's important to take some time and make sure you create

it correctly as an example I'll tell you my funnel origin story that I affectionately call the potato gun story one what is your backstory that gives us a vested interest in your journey I was a broke college student athlete trying to make money online I learned that people were making money selling information products online so I created a DVD teaching people how to make potato guns and started to sell it I was using the extra money I made from our potato gun sales to keep wrestling so I wouldn't have to drop out of school two

what is it you want to accomplish I wanted to be able to support my wife so she wouldn't have to work and we Could eventually start our family a what is the external struggle you are dealing with the external struggle was that I was only making a few dollars a day and many days I actually lost money so I wasn't able to make enough money to support her let alone a new baby B what is the internal struggle you are dealing with the internal struggle was that my wife was supporting me I was supposed to

be the man in the relationship but my wife was working two jobs while I was going to school wrestling and living out my dreams I felt like a failure as a husband three what was the wall or problem you hit within your current opportunity that started this new Journey the problem was that Google had changed their algorithms and increased their ad costs suddenly my little potato gun website Was no longer making any money so I had to turn it off which literally killed my only source of income 4. what was the Epiphany you experienced a

new opportunity you discovered I met a friend who told me about how he was adding upsells to his products by doing that he was able to make more money from every customer who came in and therefore all his websites started working again in spite of Google's increased costs I learned that normal websites weren't enough anymore to make money online you needed an actual sales funnel so I found someone who was selling potato gun kits and I partnered with them and started selling them as an upsell after I added a potato gun kit as an upsell

for the DVD I started making money again I was spending about ten dollars a day in ads and making fifty dollars or sixty Dollar back that's when I realized that the secret to making money online was creating sales funnels 5. what was the plan you created to achieve your desire my plan was to start creating sales funnels in other markets that had better potential to make money than the potato gun Market I started creating funnels and selling products in the weight loss Market But we didn't stop there we then created and started selling supplements to

people who suffered from diabetic neuropathy after that we created funnels in the couponing dating and parenting markets and others 6. What conflict did you experience along the way each new funnel we created took between six to eight weeks to create on average we had a team of eight full-time people Including designers programmers and copywriters just to get one funnel live we had to glue together about 13 different products just to create one funnel on average our cost to get one funnel live were about thirty thousand dollars and then only about one out of ten would

actually recoup that money it took a lot of time and money to find another winning funnel 7. what was the end result you achieved We ended up getting so frustrated that we decided to create a platform that would make it really easy for us to create sales funnels the project nickname when we started was click funnels we thought if we could build something that would make it possible to build in one day what used to take us six to eight weeks we'd be really happy after eight months of programming in every penny I had ever

made we created Click funnels I can now build in an hour by myself without any tech people what used to take me in my team of eight guys six to eight weeks and these funnels run faster and converted way higher we then started to let other entrepreneurs use click funnels within just two years over thirty thousand people use click funnels to power their entire businesses in fact in 2016 we had 71 people who Made over a million dollars with a single funnel eight what was the transformation you experienced after creating click funnels I was not

only able to let my wife become a full-time mom I've also been able to spend a lot less time working because we can create things so quickly I'm now able to be with my kids and never miss any of the highlights of Their lives now that you've read my potato gun Epiphany origin story I want you to reread my big Domino statement and see if that story gives you the AHA you need to be able to believe this statement if I can make people believe that funnels are the key to online business success and are

only attainable through click funnels then all other objections and concerns become irrelevant and they have to give me money If I did this right then you should believe that you need a funnel to be successful online and that the only way to build one is by using click funnels if you believe that then your resistance to buying becomes almost zero now that you understand story structure and you've created your first Epiphany Bridge story in the next section we are going to dig deeper into the false beliefs people have about your new opportunity and then look

at the stories We need to create to break those false belief patterns secret number nine false belief patterns we all create belief systems that support our decisions we've been doing it pretty much from the day we were born those belief systems form the foundations for our lives we create these beliefs to keep us safe and to safeguard our status And while they've been developed to protect us oftentimes they're also the things that keep us from progressing in our lives when I'm trying to sell someone on my new opportunity almost instantly their subconscious mind will start

thinking about all the reasons it isn't possible or why it won't work for them the bad news is that these beliefs can be really strong let me show you how these beliefs are Created it all starts with an experience it could be positive or negative but immediately after they have that experience their mind quickly creates a story about what that experience meant our brain then takes that story we created and it becomes a belief it's pretty simple yet that process has happened tens of thousands of times in your life and has created the person you

are today It's interesting that two people can have the exact same experience but because of the story they created it affected their beliefs about it so you have to understand that when you speak to people about your new opportunity they will bring thousands of preconceived beliefs with them that you have to combat if you are going to make the sale the good news is that when you know what those false belief patterns are and you Understand the experiences and the stories that your prospects have created in their minds you can actually use Epiphany Bridge stories

to replace their old stories break their false beliefs and create new ones here is a fun exercise to demonstrate how this works step number one what false chains of belief might your potential customer have about your new opportunity for example if you're a network Marketing or multi-level marketing MLM a false chain of belief might be something like if I joined a network marketing slash MLM program I could lose my friends or if your opportunity is about weight loss if I try to lose weight I'm going to be miserable if you're not able to think of

false beliefs that your potential prospects might have think about the false beliefs That you had before your big epiphany step number two now that you have the false belief the next step is to figure out what experience they had in their lives that caused the false beliefs what is the most likely experience your prospect had that caused this belief one time I joined an MLM I tried to sign up my parents and they got mad I tried to lose weight last year had to cut out carbs and I was miserable step number three what is

the false Story they are telling themselves now that's creating doubt about your new opportunity my story is that people have to bug their friends and family to have success in network marketing my story is that I have to give up things that make me happy if I want to lose weight step number four now it's your job to find an epiphany Bridge story usually in your own life but it can also work if You share someone else's story that shows how you once had a similar belief but because of this new story you now have

a new belief pattern and that the old story you were telling yourself was wrong I also thought I had to give up friends if I joined an MLM but then I learned that you can actually generate leads online the internet is full of people who want to join my program So I can grow my team without involving my friends or family I also thought I'd have to give up things that make me happy to lose weight but then I learned about ketosis and how I can lose weight by drinking ketones instead of cutting carbs isn't

that exciting when I first started to understand this concept I realized that stories are the keys to belief if I can identify people's false beliefs And tell stories that show them the truth I didn't need to sell them anything the stories lead people to the right belief and they sell themselves if you've ever heard me speak you know I share a lot of stories in fact during a recent presentation one of my friends counted how many stories I told within the first 60 minutes I had guessed the number might be 10 or so but the

total ended up being over 50 Almost one per minute some longer stories may take anywhere from 5 to 10 minutes While others are often less than a minute but the key is I use a lot of stories when I am speaking they break false beliefs and rebuild the new beliefs people need to make a change and that is why it's essential for you to start building up your inventory of stories here's how you do it Step number one list all the false beliefs your customers might have related to your new opportunity if you struggle trying

to figure them out think about the false beliefs you had before you got started on this path it's likely your audience holds those same beliefs I try to list at least 10 but normally my list will have 20 or more step number two what experiences might have caused those false beliefs List an experience for each false belief on your list step number three what stories are they telling themselves now because of those experiences it's important to know their stories because your new Epiphany Bridge story will replace those old stories step number four think about your

own Epiphany Bridge story for each of those false beliefs what happened to change that belief for You as you build out these steps for your customers you'll notice that you had mostly the same beliefs experiences and stories so just go back in time and remember what gave you the big aha that shattered those beliefs for you make sure you have a story for each of the false beliefs if you don't have a personal story it's okay to use stories from your customers Or even people in the news you might not use all these stories but

you should start building up an inventory of stories to use in the future after you complete all four steps go back and practice telling your stories using the Epiphany Bridge script from Secret number six the better you get at telling the stories the more effective you'll become at persuading others and you'll know Exactly what to say when customers bring up objections secret number 10 the three secrets in a perfect world you would present someone with your new opportunity you'd know what the big Domino was you tell an epiphany Bridge story to give them a new

belief the big Domino would fall and you'd have a customer or follower for life sometimes that does happen one good Epiphany story and they're all In many times though once you change the big belief for them they immediately start coming up with other concerns this is especially true with more expensive opportunities and Big Life Changes I found that there are three core beliefs that come to the surface and keep someone from buying even if they believe the new opportunity is right for them One the vehicle other false beliefs they may have about the vehicle or

new opportunity you're presenting 2. internal beliefs beliefs about their own abilities to execute on the new opportunity three external beliefs false beliefs they have about outside forces that could keep them from success things beyond the individual's control such as time or the economy so in a more complicated sale you need To imagine what their false beliefs are related to each of these three things the good news is that if you completed the exercise in secret number nine you already have a huge list you just need to put each of the false beliefs into the correct

categories so all the false beliefs you found that are related to the vehicle put them into the first column false beliefs about their own internal beliefs go in the second column and External beliefs into the Third now decide which of those false beliefs is the core belief holding them back in each column and put it at the top go ahead and do this exercise now you'll be using this information throughout the rest of this book now that you have your list of false beliefs you will also need an epiphany Bridge story to go with each

of them you will be using the stories more when we get to section three For now just create the list and identify the number one reason in each category that would keep them from taking action on your new opportunity let me show you an example in my click funnels presentation I initially piqued their curiosity by sharing my opportunity switch headline we created in secret number four how to create a seven-figure funnel in less than 30 minutes without having to hire or be held hostage by a tech guy Then my goal is to get them to

believe in the big Domino statement I created in secret number five if I can make people believe that funnels are the key to online business success and are only attainable through click funnels then all other objections and concerns become irrelevant and they have to give me money then I tell them my potato gun Epiphany Bridge story from Secret number eight so they have the first aha that they need To have a funnel to but as soon as I do that the core false beliefs about the big Domino rise to the surface false belief number one

the vehicle funnels sound cool but I don't understand how they would work for me false belief number two internal beliefs unsold on funnels but I'm not technically inclined so I don't think I could build one false belief number three external Beliefs I think I could build a funnel but even if I did I don't know how to drive traffic into it now that I have the Three core false beliefs I have to find the Epiphany Bridge stories that will break them false belief number one I don't understand how it would work for me Epiphany Bridge

stories for false belief number one for this I tell them my Tony Robinson Porter Stansberry story showing them about modeling success as well as My funnel hacking story about how we modeled the Marine D3 funnel to build our neurosal funnel and how they can do that with any successful funnel in their Market false belief number two I'm not technical Epiphany Bridge stories for false belief number two I tell the story about how I used to have a big Tech Team build funnels that cost thousands of dollars and how we were able to change that After

we built click funnels I then show them a product demo so they see how easy it is even if they are not technical false belief number three I don't know how to drive traffic Epiphany Bridge stories for false belief number three I tell them my story about how I reverse engineer from where my competitors get traffic so I can easily get traffic from the same places so I am plugging in my Epiphany Bridge Stories that I created in secret number nine that will break their core chains of false belief finally I rewrite each of those

false beliefs in the stories that go with them into a secret that causes curiosity so people will want to listen curiosity is the key here is how I rewrote My Three core false beliefs into my three secrets secret number one funnel hacking how to ethically steal over one million dollar Worth of funnel hacks from your competitors for under one hundred dollars secret number two funnel cloning how to clone a proven funnel inside of Click funnels in less than 10 minutes secret number three my number one traffic hack how to get the exact same customers who

are currently going to your competitors to start coming to your funnel instead now that you have all these elements you Have the foundation you need to start creating your sales presentation in section three you will be plugging these three secrets into a slide that looks similar to this do you see the power behind what you've created here you've identified the one big Domino that will get people to believe in your message as well as the Three core false beliefs that are holding the Domino up in the presentation you will be creating In the next chapter

you'll use stories to systematically knock down each of the beliefs holding up the big Domino when all three of the core false beliefs have been knocked down the big Domino tumbles when that happens you have introduced the belief necessary for them to take action it's all about breaking the false belief patterns holding your prospects back and rebuilding true beliefs In Section 3 I'll show you how to take these conceptual strategies and create the Tactical pieces you need to make the sale section 3. your moral obligation one was all about creating your own mass movement in

section 2 you learned more about how to build up your followers beliefs so you can introduce them to new opportunities that will change their Lives in this section we'll shift gears and talk about sales one of my mentors Jay Abraham said that if you believe in the product or service you're selling then you have a moral obligation to try and serve your customers in every way possible often we make the mistake of thinking that because our content is so good people will automatically follow us and pay for that information Unfortunately that just isn't true one

great example of this is Inner Circle member Justin Williams his company flips more than 100 houses per year netting over a million dollars and the best part is he does it all in under five hours per week so Justin decided to take his expertise create a course and sell it his story in the proof he had was amazing yet even though he tried selling it for Over a year almost no one bought the course he was shocked because this had changed his life and he knew it would for other people too he couldn't figure out

why no one would buy it then he and his wife Tara decided to join my inner circle to learn how to sell their program by mastering the strategies in this section they took this little coaching Company they had almost shut down to over a million dollars within just eight months the term sales sometimes has a negative connotation but when you layer sales on top of the strategies I've already shown you this process becomes simple I'm going to show you how to take the new opportunity and stories you've created and weave them into a presentation that

will convert your Listeners into customers the script you will learn over the next six Secrets took me over 10 years to create and master it's now been used by hundreds of entrepreneurs just like you to sell large groups of people products and services in the shortest amount of time possible I still remember the first time I saw somebody sell a product on stage they Did a 90-minute presentation teaching about a concept and then at the end they made the crowd a special offer I watched an amazement as hundreds of people ran to the back of

the room and gave this person thousands of dollars it was so exciting and as I was counting how many people signed up and multiplying it by his program fee I realized that he had made over one hundred thousand dollars in just 90 minutes I knew at that moment that I had to master that skill so at my very first speaking engagement I prepared a presentation that I knew was going to be amazing and would cause people to run to the back and sign up for my new program just like I had seen others do before

me I finally got on stage nervously gave my presentation and made a special offer at the end but what happened next was shocking to Me crickets no body moved no one bought anything it was so humiliating I spent the rest of the weekend in my hotel room hiding and eating Haagen-Dazs and coconut shrimp and watching movies because I couldn't face the other speakers or attendees it was a total bomb I was so embarrassed I swore I'd never speak or sell from the stage again I was going to sit behind my computer and just sell things

online but I discovered that the skills I needed to sell online were the same skills I was lacking when I spoke from the stage so I decided to humble myself and learn I didn't want to learn from people who were good speakers but rather from people who could actually sell from Their respective platforms such as stage tele seminars webinars there's a huge difference between the two what I discovered from the best people in the business was that teaching the best content actually hurt sales but learning how to identify break and rebuild false belief patterns got

people to take the action they needed in order to change I learned how to tell stories I learned how to structure offers and so much more then for three years I stood on stages All Around the World in front of thousands of people and tested the presentations over and over and over again I watched closely to see which topics in what order would make people run to the back of the room with their credit cards in hand I also paid attention to what slowed my Sales then one day I decided I was tired of traveling

and leaving my family behind so I quit speaking from the stage despite the fact that I could bring in 250 000 or more from a single 90-minute presentation instead I transferred those selling skills to the online environment I tested my script on tele seminars and then webinars I used it for video sales letters Facebook live presentations and more each time I presented using the script I'd watch the response and make tweaks I did it over and over again for years a few years ago I started teaching the script and process to my inner circle members

they implemented the script in all sorts of different markets dozens of them have now become millionaires using this exact same script It works it's perfect it's worth mastering if you really want to get your message to your Market secret number 11. the stack slide before I ever start selling anything my first step is to create an irresistible offer this is the product I am selling at the end of my presentation I do that with something I call the Stack slide this is where I stack up everything a customer gets when they decide to buy including

all the bonuses and Extras to start this process I normally stand in front of a white board and write down everything I could create for my dream customer to get them their desired result I spend a few hours brainstorming everything I can think up from providing a cool template to speed up their Success to Flying to their house and helping them in person after my initial brain dump I sit down and create the stack slide I add in the coolest ideas from the Whiteboard that I'd be willing to deliver for the price I have in

mind every item on the stack slide has a value attached to it the goal is to show that you're giving 10 times as much value as you're asking for in price So if you're selling a 97 product you want the stack slide to add up to at least 997 preferably more if you're selling a product for 997 then the value needs to be at least 9997 dollars some people get concerned about assigning a value to each of the offer components think of it not as the value you'd sell it for but the value they get

from it what will the results from each element Be worth to them over the years I've developed six types of elements that work best in my offers element number one the opportunity switch Master Class the first thing to include on your stack slide is the actual system that teaches them the new opportunity this is what you will teach your beta group during your free Master Class after you teach it once for free it will be fleshed out in more detail in the Actual course you'll be selling or it could just end up being the recordings

from your beta Master Class element number two the tools as someone participates in your master class what are some tools you can give them to make the process easier for them and help them succeed a tool can be something complex such as software one of the best tools or something more simple such as a template they need to fill in or checklists to Follow one of my inner circle members Liz Benny sells a master class for people who want to become social media managers she gives away all her contracts so her students don't have to

hire expensive lawyers or come up with their own while they certainly could draft their own and she could teach them how to do that in the training it's more valuable to just have them already done basically she's selling a byproduct of Her own business she's already created the contracts for herself so it's no extra work to offer them to others who are learning the same process what byproducts have you created that you could offer your customers extra training is rarely a good stack item because most people assume that more training equals more work people want

tangible assets that make the core training easier to implement Scripts templates cheat sheets checklists timelines and schedules are all valuable tools you could create tools often have a much higher perceived value than the actual Master Class they paid for so it's worth investing some time to make something awesome element number three tangible number one related to the vehicle you'll get deeper into false belief patterns in the next secret but ask yourself this question what false beliefs do your customers Have about the vehicle Slash new opportunity that you're presenting to them what would keep them from

believing that this vehicle is right for them what tangible thing can you create to help them change there belief I love creating case studies or examples to include as this bonus if I were creating a product about flipping houses On eBay I go and find 20 to 30 examples of me doing this process or case studies of my students having Success With It I put them together into a case study booklet or video training that people could watch or read is proof that the vehicle works and to get a better insight about how others are

doing it the more belief in the new opportunity one can create the more likely they will be able to achieve the same results element number four tangible number two Related to their internal struggle once they believe the vehicle is right for them what beliefs do they have about themselves that make them think they can't succeed for example someone in your beta group might say that's cool but I don't know how to underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore Dot or I can't underscore underscore Underscore underscore underscore underscore underscore underscore underscore underscore Dot

they might believe in the new vehicle but they don't believe in themselves so you need to create something specific to help them overcome these false beliefs about themselves maybe they think they're not technically inclined what can you create to show them how to hire the right tech people Maybe they believe they've never been able to stick to a diet what tangible can you create that will help them overcome this internal struggle sometimes this element will be specific training that goes beyond what's in the master class it could also be tangible tools or templates that will

give them the confidence to realize they can actually do it One of my best selling offers my funnel hacking offer taught people how to build funnels while it was easy to get people to believe that funnels were the future they often didn't believe that they could actually build a successful sales funnel on their own I discovered that one of their biggest fears was writing the copy for the funnel pages so for this element I gave people my Copywriting course as well as all my templates and swipe files so they can easily complete that part of

the process element number five tangible number three related to an external struggle this is usually the last thing holding someone back from getting results they believe that the vehicle is right they believe they can do it but there is still some outside force that might make it difficult for them to succeed this outside force might be a bad Economy lack of time or something else outside their Direct Control for my funnel hacking offer getting traffic was the big external struggle everyone had they believed in the vehicle they believed in themselves but had fears that no

one would ever click into their funnels so we created a video course showing them how to drive traffic into their funnels For your opportunity think about what outside things might possibly keep people from success then create something to help eliminate or minimize that excuse element number six exclusive bonus finally we need to create something that will cause urgency and scarcity in my click funnels presentation I offer an upgraded account for those who sign up before a certain deadline In my high ticket Secrets course I give the first 10 people a consult call with one of

my sales guys you can also give them personal access to you via an accountability group a phone consultation or a mastermind event here is an example of my stack slide that you can model once you have your stack slide assembled you've got an irresistible offer a vehicle for Real Change in the next secret you'll learn the Script used to present and sell this offer keep reading secret number 12. the perfect webinar he hesitated to call the secret the perfect webinar because I don't want you to think this script only works for webinars it was initially

created for webinars under that name But since then we've successfully used it for video sales letters tele seminars webinars stage presentations email sequences and more it should probably be titled the perfect presentation but our community has adopted the name the perfect webinar so we'll keep it the same just don't forget that this script Canon should be used in all selling situations not just webinars in this secret I'll break down the Script process then in the next three Secrets we'll walk through it step by step everything covered so far will be plugged into specific sections of

the script yes there is a method to my madness and while it may seem like we're doing a lot in the script there is just one goal get them to believe one thing that's it if you ask someone to believe in more Than one thing your sales will suffer Jason Flatline once explained the idea is to have a single point of belief that your message is built around and is emphasized over and over and over again from a variety of different angles the big Domino I mentioned earlier that is the key thing they need to

believe the whole presentation is created to knock down that one Domino and that's it the three Secrets you're about to learn are not new things you're trying to get Them to believe they are the tools you use to attack the Domino from a variety of different angles that is the key to the perfect webinar when you understand this you're ready to build out your presentation there are a lot of moving pieces in this script and every single one of them is there for a specific reason make sure you don't leave anything out before we dive

into each individual Element let's look at an overview of the whole process there are three major parts part one the introduction slash building Rapport this is where you'll welcome people to the presentation build rapport pique their curiosity and get them excited also this is where you start actually persuading people that doesn't begin at the close that begins the second you start talking Part two the one thing during this section you'll try to pique their curiosity you'll identify the big Domino the one thing and tell your first Epiphany Bridge story your origin story right off the

bat you're giving people the same Epiphany you had when you discovered the new opportunity this is your first attempt to knock down the big Domino part three the three Secrets breaking and rebuilding belief patterns This is the content section of the presentation you need to identify the false beliefs they have around the following one the vehicle or new opportunity two their ability to use the vehicle internal beliefs three the number one thing they believe is keeping them from getting started external beliefs you already identified these earlier so all you have to do is tell Epiphany

Bridge stories that break their false belief systems and rebuild them with the truth notice that the three secrets are not trying to get people to believe new things they are simply false beliefs they already have about your one thing if you knock down these three beliefs through the content section of the presentation the big Domino will fall and they will join your new opportunity Part 4 the stack here is where you move from the teaching to the sales portion of the presentation don't worry if you're nervous about this I'm going to give you a magic

sentence that will make the transition seamless and natural you'll then present your offer in a very precise format we call the stack and you'll weave in some very specific closes that have been proven to persuade people to take the action they need in Order to get results and yes you will be using your stack slide during this portion of the presentation that is the bird's eye view of the perfect webinar structure after you master it you'll be able to give a presentation like this on the Fly but it's important to really understand the objectives for

each section so the next three chapters will break down each part of the perfect webinar Slide by slide secret number 13 the one thing it's time are you ready to put your perfect webinar presentation script together you have all the foundational pieces you need at this point so we're just going to go right through the script writing process from start to finish you're going to write a whole Presentation right now typically I create this either in PowerPoint or keynote so I'm going to teach the next few sessions Slide by slide with an image to show

the concept behind each one if you're doing a webinar this graphic shows what you put on the slides if you're using the script as an email sequence or some other selling system use the slides as a reminder of what you need to cover at each phase Let's talk about scripting for a minute when it comes to presenting webinars there are two kinds of people some like to just look at bullet points on the slide and improvise and others like to have an entire script written out that they can just read word for word personally I'm

in the first group however the reason we call this the perfect webinar is because we've tightly engineered it To deliver the most conversions I believe it's as perfect as you can get so for right now I strongly recommend that you script out everything you're going to say word for word that way you know you won't forget anything once you've delivered the webinar live a few dozen times it will become second nature and you can improvise all you want and even if you say no way I don't want To read a script at least go through

the process of writing it down as you go through this section I really want you to be successful right out of the gate let's go the introduction and the one thing in a traditional webinar this first part of the presentation should take five to ten minutes if you are using this in other selling environments you can do this part in a Much shorter window its job is to build rapport and get people excited about what they are going to learn one title slide the title slide is the first thing people will see when they log

onto the webinar or watch the replay it's got the webinar headline you wrote earlier how to underscore underscore underscore underscore underscore underscore underscore underscore Underscore underscore without underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore the goal here is to encourage curiosity and get people to stick around hey everybody welcome to the webinar this is underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore and today I'm going to show You how to underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore without underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore this

is an example of my title slide 2. intro slash report earlier you learned about one sentence persuasion by Blair Warren remember he said people will do anything For those who encourage their dreams justify their failures allay their fears confirm their suspicions and help them throw rocks at their enemies I like to cover this at the very beginning of my presentations as a way to build instant rapport with my audience here's how we do it justify their failures now I'm guessing for a lot of you this is probably not your first webinar The first thing I

want to mention is that if you failed at underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore in the past it's not your fault there's a lot of information out there and it can be confusing many times that information overload keeps you from success it's okay allay their fears If you've been concerned in the past that you just can't succeed with underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore I want to put those fears to rest you can do this you just need the right person to explain it to you throw rocks

at their enemies the big corporations want you to think You need a lot of venture capital or some fancy college degree to be successful I'm here to tell you they're wrong they have their own reasons for wanting you to think that but it's not true confirm suspicions if you've ever thought that the government and the banks actually want you to fail you're probably right they don't benefit from you succeeding they want to keep you in debt and in Need the difference with us is that we actually care about your success and truly want to see

you living the life of your dreams encourage their dreams so that's what we're here for I know you have a dream to change the world and make an impact and I want to show you how to make that happen during this webinar three the ruler goal number one the new Opportunity make it inclusive the next slide is what I call the ruler it's the measuring stick people will use to judge your webinar if you don't tell them what your goals are even if you do everything perfectly they may be upset because their goal was different

than yours so I like to tell people right away what my goals are what I want them to get from the presentation if they aren't looking for a similar Goal they have the opportunity to leave at that point the goal is always to help them to see that this new opportunity will give them their greatest desires increase their status and help them achieve their goals I also take this opportunity to be inclusive of any people who aren't sure whether they are in the right spot I don't want people wondering during the whole presentation is this

for me I want them to know up front that this Is exactly what they need my goal for this presentation is to help two types of people for those who are beginners you'll get what the presentation Slash new opportunity will do for them or how it will fulfill their desires for more experienced people you'll get alternative sometimes my inclusion is for beginners versus Advanced but other times it's based on different parts of the market Who may be watching for example if you own a retail store you'll get underscore underscore underscore underscore underscore underscore underscore underscore

underscore underscore for my presentation but if you own an online store you'll get underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore from the presentation Four the ruler goal number two the big Domino this next slide is typically an extension of my goal and it's where I first show them the big Domino remember you created your big Domino sentence earlier it looked like this if I can make them believe that new opportunity is key to what they desire most and slash but it is only attainable through specific vehicle then all other Objections and concerns

become obsolete so this slide restates that sentence in the form of goals remember they need to believe that your specific vehicle is the only way to get what they desire most here is where you introduce yourself and let people know why they should listen to you I'm not a big fan of bragging but you need to make sure you have postured yourself in a way that they see you as An expert and an authority this shows them you have already achieved what they desire don't get into the game of sharing every stat about yourself and

reading a 10-page bio this is annoying and does not build rapport briefly touch on the external result but then dig a little deeper and talk about the internal result your achievement gave you as well These are the two things you'll be discussing with your first Epiphany Bridge story this is where you transition into your backstory for your first Epiphany Bridge story tell your origin story the series of events that first convinced you this new opportunity was the vehicle for you this will be your first attempt to knock down the big Domino use the Epiphany Bridge

script to tell The story in a way that gives them the same Epiphany you had if you succeed they will be sold after this first story and everything else you say from this point forward will strengthen their initial aha if you have a quick case study of someone you've worked with having success with this or an example that helps them see how it will work for them you would include that here Not only has this worked for me but here is a story about Trey who was on the same webinar recently and look at the

transformation he's had in just six short months nine transition to the three secrets for many people the initial story will get them excited but objections and false beliefs will also start to pop up as soon as you introduce the new opportunity this is where you transition to the Content section of the webinar where you will start breaking and rebuilding their false belief patterns introduce what you're going to teach during the webinar the three secrets of course are designed to counteract or negate the top three false beliefs you just mentioned you already created the titles of

these three secrets so you can plug them in here and introduce them to everyone here's what we're going to cover during The next 45 minutes or so secret number one funnel hacking how to ethically steal over one million dollar worth of funnel hacks from your competitors for under one hundred dollars secret number two funnel cloning how to then clone their proven funnel inside of Click funnels in less than 10 minutes secret number three my number one traffic hack how to get the exact same customers who are currently going to Your competitors funnels to start coming

to your funnel instead okay now you've got the first part of the presentation scripted next let's dive into the actual content delivery secret number 14. breaking and rebuilding belief patterns everything you have done to this point has been designed to encourage curiosity build rapport and introduce the new opportunity Now we're transitioning to the content section of the presentation you'll be tempted to switch into teacher mode at this point and if you're not careful it will destroy your sales this is not a teaching presentation this is a presentation to inspire people and cause them to actually

take action to change their lives the teaching is what you do after they have purchased Teaching does not have a place in the webinar it's the surest way to kill sales remember you are focusing on identifying their false belief patterns breaking them and rebuilding them with the truth I'm sure that for some of you this concept doesn't make sense or you got a little upset about it when I first tried to sell something I had created that I knew would change people's lives I did it in teacher mode I taught my best stuff knowing that

as soon as they heard it they'd want more right wrong instead people told me my content was amazing but then they just left with all the cool new stuff they had learned they never actually implemented what I had created for them while I was trying my best to help them it actually hurt them because they didn't shift their beliefs didn't buy Anything and never changed their lives I was a failed expert in coach I honestly believe that the greatest service you can provide for someone is getting them to buy something the act of buying creates

a commitment that causes them to actually take action dozens of my friends have come to my events as free guests where someone sitting next to them had paid twenty five thousand dollars to be in the same room The strange thing is that so far none of those friends have ever actually launched successful businesses from the info they got at the event none yet for those who paid to be in the room our success rate is almost 100 percent one of my early mentors Bill Glazer explained that I was actually keeping people from success because I

was teaching them I was so confused and it took me a few Years before I understood what he meant and how to change my method so it worked over the years I slowly learned how to structure my content in such a way that it teaches and inspires but also and most importantly causes people to take action for some of you this will feel strange at first because you aren't teaching them all the cool stuff you want to share but you need to understand that the type Of teaching you are doing here is the foundation for

change I remember being frustrated the first time I did a presentation this way but when I was done two very distinct things happened instead of making just a few sales like I normally did I made hundreds of sales and second ten times more people than usual told me that the content changed their lives it's kind of funny Even though I wasn't teaching them I was breaking beliefs that had held them back for years and giving them new empowering beliefs this is actually teaching in its most pure form it's just different than what you're used to

the time for teaching strategy and tactics will come but they need to come in with the right belief systems first 10. State the secret Here you quickly State the first Secret secret number one how to ethically steal over one million dollar worth of funnel hacks from your competitors for under one hundred dollars then you transition immediately into the next Slide by saying now let me tell you a quick story 11. share your Epiphany Bridge next you will tell your second Epiphany Bridge story which will kill the number one false belief they have about the new

Opportunity you are presenting this story will help the audience better understand the new opportunity remember the goal isn't to teach them but to tell the stories around it to give them the epiphanies that will create desire and belief they have to figure it out themselves 12. show other people's results the audience will immediately think that's great for Russell but he's like a superhero You've already positioned yourself as an expert as someone successful so you show some results that ordinary people have gotten from your vehicle go back to your initial beta group and start sharing some

of those great results testimonials and stories that are tied to this first Secret the cool thing is it didn't just work for me it works for all kinds of people look here's Joe and he always thought underscore underscore underscore Underscore underscore underscore underscore underscore underscore underscore was true but after he took that leap of faith and tried things this way this is what happened 13. break the related beliefs of course people are going to have lots of other false beliefs and objections about this secret right we made a list of all their false chains of

belief in secret number nine then you listed each one that was related to it In secret number 10. so it's time to revisit the rest of your list from earlier it's time to break any other core beliefs they might have related to the vehicle I learned a cool way to do this from Jason fladley we were doing a webinar and he kept track of every objection he could think of during the whole thing then at the end he spent about 90 Minutes busting every objection on the list he'd say you're probably thinking underscore underscore underscore

underscore underscore underscore underscore underscore underscore underscore right well underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore Dot you're probably thinking you need a lot Of money to drive traffic right well actually you only need 100 clicks a day you're probably thinking you need to know how to code right well actually you can just clone other people's funnels right inside click funnels he went on and on like that for about 50 false beliefs that I hadn't even mentioned in the main webinar I was starting to sweat because we'd Been on for three hours and

he was still talking what were people going to think but what actually happened was amazing at the end of the webinar we sold three times more during his 90 minutes of you're probably thinking X right then we sold in the first 90 minutes of the webinar we were live for three hours and had a record-breaking day he just kept breaking false beliefs Until there were no more objections that anyone could possibly think of there was absolutely no resistance left and it didn't just work that one time our Inner Circle clients Brandon and Kailyn pulin were

already killing it on their webinars selling around two hundred thousand dollars a month then they heard me mention the strategy and tried it out at the end of their webinar they went on for 30 minutes just busting through False beliefs and ended up doubling their sales so go back to your list of false beliefs you created in secret number nine find the ones associated with the secret and quickly break those beliefs that may be holding your followers back these stories are usually told in 30 to 60 Seconds just mention the false belief and give a

quick story or one or two sentences about why that belief is wrong and what The truth is 14. restate the new belief as an undeniable truth finally you're just going to restate the secret as an undeniable truth the old belief pattern has been shattered and you've installed a new one and that's the most powerful thing you can do as an educator and an expert so now I've shown you how you can ethically steal over a million dollars worth of funnel hacks for under one Hundred dollars isn't that awesome 15.24 rinse and repeat for Secrets number

two and number three once you've gone through these steps for the first secret go back and repeat steps 10 through 14 for the other two secrets that's going to be the majority of your webinar content when you change your presentation to This style you are giving them more than just strategies and tactics you're giving them a paradigm shift you're changing their world from I can't to I can and I will that's the biggest gift you can give people hope and belief in themselves when you go through this process you'll spend 45 to 60 Minutes breaking

those underlying issues and all of a sudden the huge Domino falls down they have a new belief in the one thing And the whole world is open to them after the webinar you'll hear people saying I learned so much in that webinar I had this emotional change again you as the educator might feel like you didn't teach that much but you did more than teach you completely transformed the way they view the world which is what you need to do if you're expecting them to adopt your new opportunity as I start to move from the

content Section to the stack and closes I use a few techniques to cement the new Concepts into their minds and make a simple non-stressful transition to the selling section of the presentation the first thing is to show them how they could actually get the results they desire most if they actually follow what I showed them so I'll go back through my three secrets and say something like so let me ask you a question If you followed what I showed you in secret number one and found a funnel that is already working then you did what

I showed you in secret number two and used click funnels to build out a similar funnel in just 10 minutes and then you use secret number three to get traffic from the same place your competitors are getting it from do you think you could be successful when you break it down like that so they can connect the dots they have to say Yes if they've said yes to that question that means all the internal beliefs have been knocked down and the big Domino Has Fallen when I'm speaking on stage and can actually see the audience

those who are nodding their heads to the question are the ones who end up running to the back of the room to buy if anyone isn't nodding something in my presentation didn't convince them the Big Domino was true when you sell in person you have the ability to ask follow-up questions and figure out their specific false beliefs then you can address those concerns and close them you don't have that luxury in group sales like webinars so you have to include as many objections and false beliefs in the presentation as possible that first transition question will

help You gauge whether they are sold and it will help them convince themselves that they are sold as well 26. the question now it's time to start the actual sales section of the webinar you've taught the three secrets you've broken false beliefs it's time to reveal what you have to offer the hardest part of selling on a webinar for most people is transitioning into The close they get nervous and shaky the hesitation and lack of confidence shows in their voice and body language I used to get nervous too until I learned a magic question from

one of my mentors Armand Morin he taught me that the best way to make the transition is to Simply say let me ask you a question that's the secret it takes off all pressure and lets you Make a seamless transition I then ask them a few things how many of you are excited about what we just talked about how many of you are feeling a little overwhelmed because we've covered so much then I try to get them to laugh by showing them a picture of someone with a fire hose in their mouth that usually gets

a laugh and it allows me to explain how it's impossible to Show them everything they need to get results in a 60 Minute presentation but that I tried to cover as much as possible I tell them that I created a special package for those who are ready to move forward and want to implement this new opportunity then I ask permission to share it with them is it okay with you if I spend 10 minutes going over a very special offer I created to help you implement underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore

then I wait until they say yes or I see heads nodding I want them to say yes first once you get permission all the awkward feelings about selling disappear in the rare times when no one speaks or there is an awkward silence I say Something like all right it's totally fine if you guys don't want to know this stuff I already know it this isn't about me this is for you are you okay if I spend 10 minutes and show you how it can change your life if you followed the script up to this point

they're going to say yes and you can introduce your offer this transition helps you recap everything you've said in the webinar up To that point and once again sets those new belief patterns in place once you transition into your sales pitch you're going to use one of my favorite techniques the stack secret number 15 the stack I consider this my secret weapon I learned it after watching Armand Morin speak on stage in front of over 1 000 people he closed nearly half the room with almost no effort I pulled him aside to find out what

he was doing and he explained the stack I started using it immediately and went from closing an average five to ten percent of a room at a live event to consistently closing 40 or more then I started using it on my sales webinars and saw a dramatic increase in sales each time it's worked so well and so consistently that I will never give a sales presentation again without it The big idea is that the only thing prospects remember when you sell is the last thing you showed them he explained that most sales presentations focus on

the core offer than a list of bonuses and a call to action so all people remember is the last bonus mentioned if they don't think the last thing you offered is worth the price they simply won't buy Remember the stack slide you made back in secret number nine it's time to use it as you go through the offer with your audience you'll explain the first element of your offer then show it on the stack slide all by itself then reveal the second element of your offer and come back to the stack slide that shows the

first element along with the second one you do this for each element in the Offer you talk about it then add it to the stack slide so the audience sees the value adding up the last thing you show them before you reveal the price is the full stack slide with the entire offer when you present this way the audience Associates the price with the full offer and not just the last thing you mentioned I'm going to walk you through all the slides I normally use with my stack so You can see how this works I

always lead in with the transition question from the last chapter then I start revealing what they're going to get here I usually show a digital image representing the course content I explained that when they invest right away they will get instant access to my masterclass.a big mistake people make is going deep into each module explaining what will be covered each week Don't do that it overwhelms and confuses your audience just give them a high level look at each module go through this really quickly it should only take about 30 seconds here's what we're going to

cover week one we're going to talk about underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore Week 2 will go over underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore week three we dive into underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore then by week four you'll be ready for underscore underscore underscore underscore underscore underscore underscore underscore underscore Underscore week 5 we look at underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore and finally in week 6 we wrap it all up with underscore underscore underscore underscore underscore underscore underscore underscore

underscore underscore now let me show you some people who've had a chance to go through this Here you will highlight the success stories from the beta group you read earlier over time you'll add in other success stories as they happen let me introduce you to tell case study number one then there's tell case study number two and probably my favorite story is tell case study number three who this works for all inclusive After you present the case studies people often think that's great but it won't work for me they think that person lives in Australia

or that person is in a different industry they think their business or personal circumstances are different from the case study details so it won't work for them this is where you make a blanket Statement about all the different people it works for be as inclusive as possible here so I want to go back and make sure you realize who this is for business example it's for people just starting out or those who are already successful and want to scale weight loss example it's for people who have 100 pounds too loser those who only have five

more to go It even helps people who don't need to lose weight but want to build healthy muscle 31 destroy the number one reason people don't get started usually there's a common reason people don't get started right away it's the elephant in the room address it head-on so they don't keep thinking about it through the rest of your presentation the biggest excuse I hear with click Funnels is that they don't have a product to sell yet so I tell them they don't need to have a product they can use affiliate products and we actually teach

them how to make a product if that's what they want to do destroy your audience's number one objection about the training right here you might be thinking you can't get started with this because here's why that's a mistake that will Hold you back from success reveal the first stack slide with the six-week master class on it be sure to include the value of the item on the slide when you sign up you're going to get instant access to my six-week Master Class A total value of dollar underscore underscore underscore underscore underscore underscore underscore underscore underscore

underscore it's time to introduce the tools you Created on your stack slide in secret number 11. I tell them that when they invest today they will also receive this extra cool thing quickly review the tools they're going to get don't go too deep or you'll overwhelm people as part of this package you're going to get it's a tool to help you 34 you'll be able to slash you'll be able to get rid of I want them to realize that investing in this thing shouldn't cost them any money it should only save them money so remind

them what they are now able to do but also what they will be able to get rid of hopefully the money they save will be more than what they are actually paying that way it's a truly irresistible offer when you have this tool you'll be able To underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore when you have this tool you'll be able to get rid of underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore when I was first figuring this stuff out I ran into a big roadblock I didn't know how to

underscore Underscore underscore underscore underscore underscore underscore underscore underscore underscore so I had to create underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore for myself talk about all the time and money you had to spend to overcome the big roadblock that the tool saved you from maybe you had to spend a year developing email templates or you had to hire Expensive lawyers to draft just the right contracts then explain that they won't have to because you're just going include the tool for them way back then I had to spend underscore underscore underscore underscore underscore

underscore underscore underscore underscore underscore and underscore underscore underscore underscore underscore underscore underscore underscore underscore Underscore to figure out an efficient way to handle this problem but I don't want you to have to recreate the wheel I've already got proven underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore and I'm just going to give it slash them to you with this package sound cool when you use this tool not only do you Save the time and money I spent to develop it but you also save what could be months or years of wasted time and

money because you'll be doing it right the first time there's no trial and error period as we've done in other sections here I mention any false beliefs they may have about the tools or their abilities to use them and I quickly break and rebuild those belief patterns this is where the magic starts happening Show the stack slide again with the master class on top and the tools on the second line then update the total value price at the bottom to show what the offer is now worth 39 introduce tangible byproduct number one related to secret

number one here you introduce the next component of the offer they'll receive when they invest it's the tangible byproduct you identified previously When you invest today you're also going to get access to underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore which will help you with underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore here you talk again about the pain and cost you had to go through to create this first byproduct I had to go through underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore and underscore underscore underscore underscore underscore underscore

underscore underscore underscore underscore to get underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore but you won't have to because I'm giving You underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore as a special bonus whatever the pain and cost was to you doesn't matter because the bonus is going to make it easier and faster for them to get results this bonus is going to make it faster and easier for you to underscore underscore underscore underscore underscore underscore underscore Underscore underscore underscore how because it underscore underscore underscore underscore underscore underscore underscore underscore underscore

underscore.as we've done in other sections here I discuss any false beliefs they may have about the bonus or their abilities to use it then I quickly break and rebuild those belief patterns do you see how this works now You mention an element then add it to the stack mention another element and add it to the stack sometimes you may feel you're getting repetitive but that is the key it helps your audience understand the offer completely the first few times I did this I felt silly each time I re-stacked it but after I added it and

started closing 300 more people during my presentations I quickly stopped feeling silly this is the key to success when selling to the masses 44.53 introduce your other two tangible byproducts repeat steps 39 through 43 for your second and third tangibles show the pain and costs you had to go through to create it then show the ease and speed of use this will create for them Break any false beliefs then stack again after you've done that for the second and third tangibles you have your full stack slide I call this the big stack slide because it

has the entire contents of your offer including the value of each piece you also want to Total everything up and have the value be 10 times as much as the actual price will be if the value doesn't reach that level consider adding something more valuable To your offer it should look something like this dot I call this the big stack slide because it has the entire contents of your offer including the value of each piece you also want to Total everything up and have the value be 10 times as much as the actual price will

be if the value doesn't reach that level consider adding something more valuable to your offer it should look something like this Stop and wait for them to indicate yes they've now said yes three times when you asked them if what you are selling is actually worth the total value usually a 10 time markup now when you discount the price to what you're actually selling it for they are getting a 90 discount from what they believe and have said it's worth I like to use the I had two choices close at this point because it gets

them to agree that you should charge them More in order to make the program better I had two choices with this I could go as cheap as possible and try to sell as many as possible but the problem with that is I couldn't really stack on the value for you so I decided to go with a second option which obviously requires a slightly higher investment on your side but in exchange for that we can dedicate more time energy and resources to help guarantee your success 57 what would the end result be worth before you reveal

the actual price ask them what the end result would be worth to them so if you had a successful funnel today that was making you money what would it be worth to you and then I stop and wait for them to answer that question in their minds how much would you pay to have that one successful funnel and then I stop and wait for them to Think about it for a few seconds you can probably see why people pay dollar underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore for a similar result for me

because it's not a cost it's an investment 58 price drop now I come back to the full price I showed them right before the if slash all statements you've already seen how it's worth Dollar underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore and even at Dollar underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore which I charge the public it's a great deal but because of underscore underscore underscore underscore underscore underscore underscore underscore Underscore underscore I'm going to give you a very special offer here is the first time you reveal the actual

price tell them the real price and give your first call to action asking them to click on a button go to a certain website or call a phone number every slide after this will have a call to action link so when they are ready they can sign up for years I ended my sales presentations With the price on the last slide as I gained experience I realized that the elements that come after the initial price reveal are vitally important to closing the sale so we give the initial price and some people will still have sticker

shock I need to let that price marinate for a while as I justify why it's actually not that expensive my first price justification is usually related to either showing them what the Full price would be outside of the current presentation or comparing it to the price of other options for getting a similar result apples versus oranges full price example now let me put this into perspective for you if you went to my regular website right now you could buy the same product for dollar underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore But because

you've invested this time with me and you've proven that you really want to get this result I'm making a special offer just for this webinar apples versus oranges example if you were to hire a professional to do this for you it might cost dollar underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore but because you're learning how to do it Yourself and I'm giving you all the tools and resources to make it happen fast you only pay dollar underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore now I like to mention the choices

they can make so at this point you have two choices Choice number one is to do nothing if you do nothing with the information you've learned over the last hour what Will you get nothing or you can choose to take a leap of faith just test it out to see if it will work for you then I reveal that it's okay if it doesn't work for them because they're covered with our 30-day money-back guarantee they can test drive it now and see if it will work for them They have nothing to lose now that they

know they have nothing to lose I like to make their choice as simple as possible help them see that this really is a no-brainer the real question is this is it worth gambling a few minutes of your time to check this out even if it only does half of what I've claimed today it will pay for itself as soon as underscore underscore underscore underscore underscore underscore Underscore underscore underscore underscore next I show them the big stack slide one last time with everything they're going to get in the total value I go through each element line

by line one last time to cement the offer in their minds before my final pitch the two most valuable Tools in marketing are urgency and scarcity here you're going to add a bonus upgrade that's only available right then You can create urgency and scarcity by offering something special to a certain number of people or for a certain amount of time or both do not skip this part it is the key to getting people to buy immediately if they leave the webinar the chances of them coming back and buying later are almost zero in fact I

usually give a bonus only for those who are actually on live that I Don't offer to those who only watch the replays later that encourages people to show up live but it also gives them a reason to sign up before the presentation is over the deadline is the key this is the slide I end my presentation with and it stays up during the entire question and answer session there are a few key components to this slide recap of the offer Countdown clock for 30 minutes price call to action then it's time to answer questions sometimes

I'll take questions live from the audience and other times I'll actually pre-write many of the questions I know people typically have I then go through those questions and give another call to action after each one that gives me lots of opportunities to repeat the link for people to buy I also try to think about any other false beliefs they may still have then use our sentence you're probably thinking underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore right and that is the stack that single concept has made me more money than anything else I've

ever done in this business study it Master it there is no greater gift I could give you than this secret number 16 trial closes I use two types of closes in my presentations the first type trial closes I use almost every 60 seconds or less the other I use throughout the stack you'll want to use both kinds in your presentations as well let's take a look at each of them and How they work trial closes years ago I had heard rumors of a guy nicknamed The Pied Piper of Real Estate his real name is Ted

Thomas and he is a real estate speaker famous for being so good at selling from the stage that he would have hundreds of people line up behind him waving their credit cards in the air and walk with him to the back of the room to buy his program one day I had the chance to witness this In person and it was one of the coolest things I had ever seen a few years later I was speaking at an event and noticed that Ted was in the audience I was so nervous one of the best closers

in the world was about to watch me try to close this room I did my best to ignore the butterflies in my stomach and delivered a pretty good presentation while I did get a lot of sign ups I Didn't get a huge table Rush after my presentation Ted introduced himself and invited me to lunch as we ate he started asking me casual questions after a few minutes he started to grin I asked him why he was smiling he laughed and said what's your head doing right now I realized I was nodding my head up and

down and had been since the moment we started talking He said what I've been doing is a little technique I call trial closes I've been asking you dozens of little yes or no questions where the only answer is yes you instantly started nodding and you didn't stop until I pointed it out just now he then went on to explain that the reason I didn't get a table Rush was because the first time I asked the audience to say yes was when I was Asking for their money when you watch me speak you'll notice that all

the heads in the audience are nodding the entire time I am constantly asking simple questions to get people to say yes over and over again so when I ask them to give me money at the end they've already told me yes hundreds of times before that I thought that was pretty cool but to be completely honest I thought he was oversimplifying his skills I didn't think his trial closes could possibly have that big of an impact on sales but I decided to test it out at the time I had an automated webinar that had been

running profitably for five or six months I listened to the recording and found a few dozen places where I could add in trial closes I recorded just the trial closes and inserted them into the audio file I didn't expect much but what happened was amazing that webinar went from making 9.45 per registrant to 16.50 per registrant just by me adding in the trial closes from that day forward I was sold I wrote out simple trial closes on note cards and put them around my desk as I worked through my various presentations every time I'd see

a card I'd use that trial clothes here are some examples of trial closes That I've used dozens of times in each of my presentations are you ready to get started are you all getting this is this making sense can you imagine if that happened to you who here wants a free copy of underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore would you like to be our next case study you've heard them talk about this before Right Isn't that cool isn't that exciting am I right can you see yourself doing underscore underscore underscore underscore

underscore underscore underscore underscore underscore underscore I'm sure you've noticed this too right I could go on and on it's become ingrained in how I write and speak You've seen me using trial closes throughout this book haven't you see what I did there whoa I did it again didn't I get used to using lots of little statements that get your audience to think or say yes over and over again the more you can get them to say yes the more likely they will accept the epiphanies you've shared with them and the offer presented Trial closes are

a huge part of telling effective stories the 16 closes when you get to the end of the presentation and start the stack there are lots of really good closes you can use but I have 16 favorites that I use repeatedly I don't use all of them in all presentations but I pick a handful of those that help strengthen my argument I already built some of my favorites into the stack for you above I want to show you all of them though so you can pick and choose which ones to plug into your presentations some will

work better than others for different types of presentations so just choose the ones that flow naturally and make the most sense for each close below I will briefly explain the concept and show you how I would use the close in my own Presentations money is good the goal is to get people to disassociate Their Fear about spending money with you money is a tool for exchange you spend money to get something greater in return so I want you to think about something for a minute what is money a lot of people have fear about money

and even bigger fears about spending Money but you need to understand that money is good it's just a tool that was created for exchange other than that there is no real value in money you can't use it to stay warm you can't eat it you can only trade it for something else that you want just think everyone who exchanges money for something does it because they feel that what they are getting in Exchange is greater than keeping the money or using it for something else at least that's what I expect when I buy something I

don't actually know for sure until I do buy it and try it out and can see the results but my question for you is this would you exchange that money for those results if the answer is yes then you need to get started right now And if you have any fear that it might not be what you expected or that you might not be able to get those results just let us know and we'll give you your money back disposable income the goal is to help them realize that they are spending the disposable income on

things that aren't serving them well and by spending that money on things that will help them grow they will have long-term fulfillment when you use the disposable income close They get that they do have the money to invest most people in this world live paycheck to paycheck every couple of weeks they get paid and they pay their fixed costs like rent and food then there's usually some money left over we call that disposable income most people are going to blow that every single month If they have one thousand dollars in disposable income they're going to

spend it until it's gone they might spend it on movies or ice cream or travel all short term Pleasures that are gone in an instant but the cool thing is that money replenishes every two weeks boom there's another one thousand dollars in disposable income they can spend most people spend the cash on things That don't really add value to their lives in a meaningful way what you're trying to do is help them spend their money on something valuable that will move you forward toward one of your goals you should be investing that money into products

programs and services That's The Power of disposable income it comes back every two weeks boom there's more money Money replenishes the goal for this close is to help people realize that while each month money comes back time does not and if they're not careful they will run out of time do you think it's okay to dip into your savings or leverage your credit and spend money you might not have to get started today this is a serious question do you think it's okay or not some people say yes and some say no Let's talk about

this for a minute every month money replenishes right but this is the key time does not replenish it disappears so you could go out and spend months or years of your valuable time to figure something out but you will never get the time back instead you could save that time and effort because I've already spent it for you and work directly with me instead It will cost you money to get started but that money will come back whereas the time away from your family and trial and error is wasted effort and is gone forever break

old habits the goal for this close is to help them realize that if they leave today without investing nothing in their life will change habits are really hard to change I could leave the webinar right now and go enjoy the rest of the afternoon I'm already successful with underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore this is already working for me but this is not about me this is about you if you leave now you might think you learned a lot of cool stuff but my guess is that by morning tomorrow you'll have

already slipped back into your normal routines Right you just do what you've always done that's what most people do but because I'm your coach your friend your Mentor I'm not going to let you go back to your old habits I'm going to make sure you're Successful by breaking them if you want real lasting change you need repeated exposure to the full system that's what you'll get when you invest today Information alone my goal for this close is to help them understand that while they have gotten some awesome information they can't rely on information alone they

need coaching and accountability too so now I've told you how the whole system works I've shown you how you can underscore underscore underscore underscore underscore underscore underscore Underscore underscore underscore I've shown you that you only need underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore to make this all work but you know what to be successful with this you're going to need more than information alone I know you can be successful with this system but you're going to need coaching you will have questions that need Answering and you might need help in the accountability

Department too let me tell you I take my job as a coach very seriously I won't let you quit on yourself we will get through everything together I can't do that with just a few videos and some PDFs information alone won't cut it my success rate when people go at this by themselves is almost zero percent But my success rate for those who work with me is closer to underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore percent if information were enough then you could have just turned to Google you need a guide who

has been there before who can take you there right now money or excuses the goal of this close is to get them to quit making excuses about why they can't buy I've been in this business a long time and I found there are only two kinds of people those who are good at making money losing weight Etc and those who are good at making excuses you can't be both if you're the one making excuses I hate to say it but I think you're going to have a really hard time underscore underscore underscore underscore Underscore underscore

underscore underscore underscore underscore the good news is that you get to choose in this moment you can choose which type of person you're going to be don't be someone who makes excuses be someone who actually underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore your two choices the goal of this close is for them to understand why you are Charging so much money and to make sure they are okay with that when we were deciding how to price this we had two choices the first was to go as cheap as possible and sell as

many as we could now the problem with that is we would have no real incentive to pile on the value it would cost us more for those bonuses than the whole course would be worth our second choice was to raise the price A little and give you absolutely everything you need to succeed there are two choices the goal for this close is to help them realize they are crazy if they don't invest with you today the way I see it you've got two choices your first option is to do nothing and not take this leap

of faith which is 100 risk-free your second option is to Pony up this tiny investment today compared to all The value you'll get in return and just give it a shot see if it'll work for you if it doesn't for whatever reason you get your money back there's no risk you have nothing to lose but the stress and headaches Us Versus Them the goal for this close is to call out people as either do heirs or dabblers I'm guessing there are two kinds of People listening to me right now you're either a doer or a

dabbler the dabblers love to sit and listen and learn but they rarely ever do anything and often look for any excuse not to move forward some of you are doers you're not sure how this is going to work for you but you see how it's worked for me and for other people so you have faith that it will work for you as well and what I've found is that it's the Doers who get ahead in life while the dabblers don't ever really seem to progress the handhold this close is where you actually walk them through

the sign up process when you are ready to change your life this is what you need to start doing first open up a browser window I don't care if it's Google Chrome Firefox Safari I'm going to open Chrome right now and Show you how this works type in www.underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore.com on this page you're going to see underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore then you're going to click here and fill Out this form after that you'll be taken to this page where you can create

your account if you have any issues this link will connect you to my support desk where underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore can answer any of your questions say goodbye in this close I want to show them all the pain that will instantly Disappear after they invest once you've been through this training and have everything set up you can say goodbye to the stress of underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore you'll never have to worry about underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore again Can

you imagine what life will be like when those things have instantly disappeared from your life what will you do with all the extra time energy money Etc now and later in this close I want to paint a picture of their life now compared to what it could become if they invest so I want to paint a picture of where I was before I started with the new opportunity I struggled with underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore I wasn't able to underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore things were

hard because underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore Does that sound familiar but now I want you to get a vision of what life could be like ever since new opportunity I've been able to underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore now I'm able to underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore and things are Amazing can you imagine what that would be like only excuses the goal of this close is to call out any excuses that might be keeping them back and then diffuse them if you

didn't sign up immediately you're probably thinking one of two things first you might be thinking underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore don't worry We spend the whole first module showing you underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore I'm also going to show you how we figured out underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore I'm going to give you templates to help you figure it out I Promise You by the end of week one you'll know exactly how to underscore underscore underscore underscore underscore underscore underscore underscore

underscore underscore second you're probably a little nervous about setting it all up I get that but I promise you it's not hard on week two we're going to walk step by step through the whole setup process I know underscore underscore underscore Underscore underscore underscore underscore underscore underscore underscore can be scary but will be there for you the third reason might be that you think it's too expensive if that's your reason I don't know how I can help you this is an investment and a decision you need to make for yourself when I invested in learning

this process I paid dollar underscore underscore Underscore underscore underscore underscore underscore underscore underscore underscore but I got back underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore within underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore reluctant hero the goal of this close is to help them believe they can actually Do it I want you to know something about me I'm no one special I don't have any Supernatural gifts or anything I actually really struggle with underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore and that's what I love about this system

I don't have to worry about that anymore If you only got the goal of this close is to show them what they already got for free and what they can possibly achieve when they invest with you okay so I could stop right here if I stopped right here and you only got underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore it would still be worth the investment right but you're also getting underscore Underscore underscore underscore underscore underscore underscore underscore underscore underscore and underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore but you're also

going to get underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore and underscore underscore underscore Underscore underscore underscore underscore underscore underscore underscore and underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore I want to make sure that nothing is standing in the way of your success close this close is the final push to get them over the edge I typically do this one several times during the question and answer section At the end of the webinar if you're still on the fence now is the time to open a new browser window go to

www.underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore.com and get started remember there is no risk and we have a 100 money back guarantee but the only way for you to know if this is right for you is to get started right Now you can get your account at underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore.com there you go 16 closes you can use throughout the stack to help sell your offer I like to use a close write before I introduce a new element in the stack sometimes I'll even use two or

three closes in between elements They just flow naturally one into the other at this point you know how to deliver a perfect presentation now it's time to look at the different funnels you'll use and how you'll work this system week after week section for the funnels as we move into section 4 let's look at how far you've come you've started your own mass movement by identifying your attractive character Creating your future based cause and creating your new opportunity you've learned how to create belief by telling stories the right way you've built out a sales presentation

that tells your stories in a way that will create intense desire for people to buy into your new opportunity and you've learned to create a stack that will cause them to take action the next step is getting the right people to come into a selling Environment where you can deliver your message and encourage people to follow you into your new opportunity you do that by creating sales funnels using a software tool called click funnels and then filling those funnels with qualified prospects that's what this next section is all about it's the fuel for your fire

when you master this piece you'll have a constant stream of people to share your Message with secret number 17. the perfect webinar model for those who have been in this information business for a while this next section will be counter-intuitive you will fight me on it because in the past you've made money by creating an offer selling it to your audience then creating another product the next month to sell to those same people When I tell you that you need to do the exact same webinar every week for the next 12 months minimum you're going

to think I'm crazy yet this model took my company from zero dollars to ten million dollars within 12 months and then to 30 million dollars just 12 months later for the first 10 years of my business I focused on building a culture of people who loved what I did then I stopped bringing in new people I had my following and I would sell them something new each month a percentage of the people would buy and the rest would say no the only way I could make more money the following month was to create a new

product and sell it to the same list of people so we create a new product launch it get paid then start all over again for the next month this is how most experts run their Businesses these days for me this was a horrible cycle which forced me to create new things every month I had no leverage and my company always maxed out at about one to three million dollars a year then one day I had a chance to talk to one of my friends Mary Ellen tribby Mary Ellen has a unique ability to take companies

that are doing well and quickly scale them to much higher Profitability one of her successes was with a company called Weiss research she took them from 11 million dollars in sales to 67 million dollars in just 12 months she had similar results with several other companies I asked her to share a secret how could she possibly grow a company that fast she said internet marketers like you are So smart and so dumb at the same time I was a little shocked but she had my interest what do you mean she went on to say that

what we do each month is the equivalent of creating a Broadway show you hire the best screenwriters in the world you hire the best actors you practice for months then you open the show in downtown Boise Idaho Because that's where you happen to live and you spend a month promoting it you open the show to a sold out crowd and they give you a standing ovation that night after the show is done you pull everything down and start writing your next play to open next month in the same Auditorium in Boise I kinda laughed nervously

then asked okay then what should I be doing what would you do differently I take companies like yours that have an Awesome show in Boise I take them on the road I take that show to Chicago to New York to LA and I keep running it until it stops making money I realized then and they're what I was doing wrong I needed to learn how to take my show on the road in other words learn how to drive more traffic to the same webinar every week after I understood the principle I Sketched out a model

and told my team I was going to stick to this model for the next 12 months this is what it looked like this model is based on a live event schedule my favorite day to do webinars is Thursday because then I have adequate time to promote it during the week I start my promotions on Monday and keep pushing hard until Thursday before the webinar I send emails I drive Facebook ads I work with joint venture partners and a whole bunch of other activities that drive traffic to my sign up page whatever I can do to

get people onto this live event I do when the webinar starts I stop all promotion because the rest of the week is about converting those prospects into buyers Every Market is different but I like to spend only three to five dollars per webinar registrant if the costs are getting above that then my landing page isn't right my message isn't interesting I'm targeting the wrong people or something else is off as your costs climb higher into the seven to eight dollars range it becomes challenging to stay profitable on the front end here are my personal goals

for this Funnel each week your goals may be different but this will give you an idea what to shoot for three dollars per registrant one thousand registrants per week three thousand dollar at spend 25 show up rate 250 people 10 close rate at 997.25 sales slash twenty five thousand dollars double sales on follow-up replays additional twenty five thousand dollars With that formula I'm putting three thousand dollars a week into ads and making back fifty thousand dollars a week in sales while adding one thousand new people to my list those are the goals each week some

weeks we don't get the full 1000 registered other times we'll get 2 500 people or more but setting that as the goal and doing a webinar every week yes the same webinar over and over again is the recipe for New consistent leads and cash flow into your company so each week I do a live webinar selling people on my new opportunity I spend Monday through Thursday morning promoting that webinar to get as many people as possible to show up on Thursday night I present the webinar live on Thursday night and make my special offer then

I show replays on Friday Saturday and Sunday At midnight Sunday I take down the offer for those who had registered then I start again on Monday filling my event for the upcoming Thursday that's it that's the whole model the next question I get from people when I explain this to them live is but Russell inside of Click funnels I can create an automated webinar can't I just automate this so I don't have to do it live every week And my answer is yes eventually but right now you have to do it live I recommend presenting

the webinar live a few dozen times at least before you ever automate it and here's why my funnel hacks presentation has made me over 10 million dollars within the first year the first time I delivered it I did it at a live seminar and was able to close 33 of the people in the room not Too shabby right the next day as I was leaving the event one of the attendees who heard the presentation told me she loved it but since she was a coach and didn't have a supplement to sell she couldn't use click

funnels I gave her a puzzled look she pointed out that all the examples I had showed were people selling supplements but she didn't have one I told her that I use click funnels for My coaching business and showed her a few of my funnels she got so excited she ran back into the event and grabbed two of her friends they all filled out order forms and handed them to me before I left the hotel I closed three people who hadn't signed up before this interaction showed that my presentation wasn't perfect so on my flight home

I tweaked it by Adding a few more slides showing different funnels and giving examples of how other Industries can use click funnels the next week I did the presentation live to about 600 entrepreneurs on a webinar when it was over we had sold about thirty thousand dollars which wasn't too bad but I knew it should have been more I had to deliver the webinar again in a Few hours to another group of entrepreneurs so I tweaked it again I exported all the questions people had asked reviewed them then changed my slides based on the questions

they had during my presentation I saw all the spots where I had explained things wrong or didn't give enough detail or flat out Miss things people actually wanted four hours later I delivered this revised presentation to about 500 Entrepreneurs and this time we sold one hundred and twenty thousand dollar live I repeated the same process 60 plus times over the next 12 months doing a live webinar exporting questions and adjusting the presentation it's probably why one of my friends and conversion experts Joe Lavery said this after watching my presentation so yes eventually I will suggest

that you automate the webinar but not at first You need to get people's feedback make changes and perfect your webinar it's more work but the result could be worth tens of millions of dollars to you over time now I'm sure some of you saw that I'm spending over three thousand dollars per week on Facebook alone to get people into my webinar and got a little nervous don't worry about that now in secret number 22 I will be showing you ways to fill your funnel with the Right people who are ready to buy there are methods

like the Facebook strategy that cost money but there are other ways that you can get people to attend your webinars for free when you are spending money start with a lower Ed budget at first run your webinar a few times to get the Kinks out and know what conversion rates to expect then you can spend more money on ads because you'll know what kind of return To expect in the beginning all kinds of things could happen Facebook could mess up your ads your webinar software could fail to record or function right you could lose power

in the middle of your broadcast things happen sometimes no one even shows up at all it's important not to get discouraged stick to the plan and work it week in And week out the beginning can be rough for some people don't quit it won't be long before you start hitting consistent numbers now that you know the model let's take a look at the funnel you'll be using to move people from registration through the purchase Step 1 send traffic to the webinar registration page Coming up in secret number 22 fill your funnel I'll show you how

to get people into your funnel but for now let's look at the actual funnel itself starting with the registration page I wanted to share a few things you should do on your registration page to get the most people to register the key to a high converting webinar registration page is curiosity that's it If your registration page isn't converting well it's because you're showing people too much and they assume they know the answer if they think they know what you're going to talk about then they won't register or show up if they can't figure out what

it is without registering then you'll get them to register and show up the headline I showed you earlier how to underscore underscore underscore Underscore underscore underscore underscore underscore underscore underscore without underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore is typically the key to getting people to register here is an example of the type of headline I used on my funnel scripts webinar sometimes I tweak my headline to increase the Curiosity Factor This is the main registration page we used the first year for the funnel hacks webinar I want you to notice a few

things about this page one the picture makes no sense when you look at it you have no idea what it is or why I'm doing it it arouses curiosity find a picture of you that's kinda related to the topic but kinda strange to help increase your conversions Dramatically I do not recommend putting video on a webinar registration page rarely if ever will it beat a strange image but if you do a video be sure to test the page without a video as well two the headline builds a ton of curiosity my weird Niche funnel that's

currently making me 17 947 dollars per day and how you can Ethically knock it off in less than 10 minutes this headline gives you a hint about the presentation but it leaves so many unanswered questions what Niche is it is it really possible to make seventeen thousand nine hundred and forty seven dollars per day can you really ethically knock it off how in just 10 minutes Three the page uses urgency and scarcity nothing gets people to act register show up and buy better than urgency and scarcity these are your secret weapons use them Step 2

send registrants to a thank you page with a self-liquidating offer after people register we take them to a thank you page where we give them the basic information for the webinar on this page I do like to include a video with me talking about why I'm so Excited for the webinar they need to feel my passion for the subject or they won't show up remember the registration page is about curiosity the thank you page is about your passion and excitement for what they are about to experience on the webinar one of the biggest secrets about

the thank you page is that you can and should use it to sell people something we call this a self-liquidating offer or SLO there are a few reasons you want to include this offer here one self-liquidating offer means it liquidates your ad costs that's right often you can completely cover your at cost from the product you offer on your thank you page that means everything you sell on the webinar is pure profit two if they buy something that complements what the webinar is about They are more likely to show up live three buyers in motion

tend to stay in motion unless you do something to offend them that means if they buy from you before the webinar they are a lot more likely to buy from you on the webinar I like my SLO offers to be lower ticket usually 37 to 47 or a free or one dollar trial to a membership site when we launch the funnel hacks webinar we decided to give away a free trial to Click funnels on the thank you page honestly it was more of an afterthought but we did it anyway looking at the stats from the

first year of following this model more than fifteen thousand people have created click funnels trials from that link and over 4 500 are still active if you do the math we have over four hundred and fifty thousand dollars a month in recurring cash coming in just from our thank you page Step 3 send a series of indoctrination emails between the time someone registers for the webinar to the time you deliver it live there are about 10 million distractions that could keep them from showing up if you're not careful the people you paid for with advertising

won't remember who you are by Thursday so during the in-between time I send registrants videos to help introduce Them to My Philosophy get them excited about the webinar and pre-sell them for me each of the videos is pre-selling them on one of my three secrets remember each of the three Secrets is tied to a false belief pattern so I make a video talking about that belief pattern and then tell them that the webinar will help them discover why that isn't true and why the opposite is actually true don't answer the questions just increase The Curiosity

for what they're going to learn on the webinar the main concern people share with the sequence is but what if they register on Wednesday and they only get one or two of the indoctrination emails before the webinar here's the thing the indoctrination sequence is not essential to the sale it's an amplifier if they only see one video and then they attend a webinar that's okay Videos the second and the third of may come after the webinar and that's fine don't stress about it oftentimes one of the indoctrination emails is the thing that gets them to

watch a replay or to purchase after the webinar is over step 4 send reminders the reminders start on Wednesday just send quick emails and slash or text messages that say something like hey don't forget we're talking about Underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore live tomorrow at underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore Dot people don't always read every email so I like to send one the day before we go live one the morning of the webinar one an hour or so before we start another about 15 minutes before

then a final one That says we're live join us step 5 present the webinar live I like to present my webinars on Thursdays others might prefer Tuesdays or Wednesdays but that matters less than following the pre-webinar indoctrination series The Perfect webinar script and the follow-up sequences for the actual webinar here are a few things to keep in mind one the webinar should be about 90 Minutes long the first 60 Minutes you focus on breaking and rebuilding their false belief patterns this is typically the hardest part for people to get right they try to teach they

try to share cool stuff and they don't understand why they don't get lots of sales The Core teaching is identifying their false belief patterns if you do this right the product will Sell easily if you do it wrong you'll struggle review the perfect webinar section a dozen times until you master the section on belief patterns two the last 30 minutes is the pitch you deliver that with the stack and add in the closes when the 90 minutes is over I usually spend the remaining 15 to 30 minutes for Q and A closing people between each

question Three the best time of day for your webinar depends a lot on your Market I schedule my webinars during the day because most people in my market are entrepreneurs who usually have more freedom over their schedules during the day other markets where people have nine to five jobs usually require nighttime webinars so when you present the webinar will depend on your particular audience 4. I like presenting my live webinars on go to webinar.com some of my friends use webinar Jam or other software each system has pros and cons so you have to figure out

what's best for you five typically about 25 of the registrants show up on the webinar if fewer than 25 percent attend focus more on the indoctrination sequence sending text message reminders before the webinar emails one hour before the Webinar and again 15 minutes before you've paid a lot of money to get them registered and you're going to have to push hard to get them to show up 6. when I transition from the content to the pitch I check how many people are still on the webinar and I base my closing stats on that number so

if I have 250 people who are still on the webinar when I start the pitch at the 60 Minute Mark and I know that I typically close 15 I'll probably make About 37 500 dollars what will your close rate be at first it will probably be pretty low that's why you need to do it live so many times when you have a five percent close rate you have a good webinar and are likely going to be profitable on the front end when you get it to ten percent then I believe you have a million dollar

a year webinar when you get above 10 percent Well I'll just say that at 15 we did just shy of 10 million dollars the first year so it pays to keep refining your conversion rates by tweaking and presenting live presentations step 6 send follow-ups and create last minute urgency as soon as a webinar is over we shift Focus to the replay campaign some people get really intense with their replay campaigns but the basics Are urgency and scarcity that's what gets people to take action I usually double my sales between the time I end the webinar

and when we close down the offer Sunday at midnight Friday Saturday and Sunday you will deliver follow-up emails including the webinar replay link the first day I talk about what a great response we had on the live call and offer them a chance to watch the replay If they access it quickly when the cart closes the replay link disappears as well sometimes in my follow-up sequence I'll send a PDF cheat sheet similar to Cliff's knots that briefly summarizes what we covered in the webinar or even a pdf version of my slide so they can see

what we covered in the webinar some people are more visual Learners who prefer to read text over watching a video People are busy and they may not have time to go watch your 90-minute presentation but they will scan over your PDF in this email I also remind them that the offer is only live until Sunday these few days are all about amping up the urgency and scarcity if people think they have all the time in the world to buy they won't on the last day I send a couple of emails reminding them that the cart

Closes at midnight I recap the main reasons they should buy and leave it at that it's amazing how many people will hit the buy button one minute before midnight step 7 close the cart Sunday at midnight it's time to close the cart the offer is done and the buy buttons are deactivated that's it You've completed your perfect webinar funnel repeat Monday morning you start all over again with step one driving traffic each time you go through this process you will improve you'll figure out different ways of presenting that get more people to buy you'll answer

more questions you'll fine-tune you're at targeting the point is to never stop after one try Especially if you had disappointing results no one showed up for Liz Benny's first live webinar she had a few hundred people registered yet for some reason no one showed up she had spent months preparing and not a single soul attended but she didn't give up she kept refining her process and she wound up making just over a million dollars in her first year Would that be okay with you if you knew you could make six or seven figures in a

year would you keep going in the face of disappointment yeah me too what happens if you get great results from your first live webinar should you automate it and move on to something else no This is a huge mistake people make automating too soon I run the funnel hacking webinar 60 plus times before we finally decided to automate it one full year of the same webinar week in and week out some weeks I did it five or six times in fact to this day I still do it live a few times a month by the

time we finally automated it that presentation was as tight as it could be We had every objection covered we knew exactly how to get traffic we had just the right follow-up sequences and now it's all down to the numbers because we spent so much time perfecting the webinar we get predictable results from the automated version so the last step is to repeat your webinar again and again run it every week for a full year and Watch what happens to your bank account and your expert status secret number 18. the four question close for high ticket

offers the webinar process and the perfect webinar script you've just learned works really well for offers between 297.2 997 dollars but when you're selling more expensive offers you need to add another step instead of just sending people to an Order form send them to a page where they fill out an application then get on the phone and interview them to see if they'd be a good fit for the program this works for two reasons reason number one it's much easier to sell a 2997 to 100 000 program on the phone that extra step helps people

feel more comfortable paying the higher dollar amounts Reason number two at the higher level programs you are typically going to be working more closely with people you can screen them to make sure you'll enjoy working with them if they aren't a good fit then don't accept them into your programs in.com Secrets I shared a two-step phone script that works really well when you have sales people working for you for that script to work you need two people a Setter and a closer It works amazingly well but only when the expert isn't the one on the

phone at least in the beginning you will be doing these sales calls yourself and for that I recommend a completely different script the four question closed script I learned various parts of this strategy from a few different people Dan Sullivan wrote a book called the question which this whole script is based on Perry Belcher coached a few of my friends through the script and Greg casser coached me in my inner circle through the process even though this is called the four question close script it's more like a four-phase script there are four primary questions but

you will be asking follow-up questions to dig deeper and get more complete answers before prospects get on the phone with you they fill out an application form so You can pre-qualify them then you should have an assistant contact them to set up a 30-minute call once you're on the call most people will want to open with small talk that invites them to Ramble On and waste time you don't want that you want to set yourself up as the one running the call right from the start so you're going to say hey this is Russell and

I'm excited to Be on the call with you so here's how these calls work I'm going to ask you four questions depending on how you answer them and how well we get along we'll decide whether to move forward sound fair enough they should answer yes or the call can end right there you're getting a micro commitment here a little yes right at the start you're also setting the ground rules so You can steer the conversation where you want it to go once they agree it's time to start asking the questions imagine you and I were

to start working together today I teach you everything I know and do everything I can to help you get results now imagine we're sitting in a coffee shop a year from now what would have happened in your life both personally and professionally for You to feel happy with your progress what would make you believe that this was the best decision you ever made you're trying to get them to describe their external and internal goals here you want to hear their true desires if they can't answer this question you don't want to work with them because

you'll never be able to satisfy them no matter how much you accomplish and no matter how much they pay you if they can't articulate their desires then you Won't be able to make them a reality most likely they'll start by describing external desires they want to make ten thousand dollars a month or they want a boat or a fancy new house in a better school district they want to lose weight or have a better relationship with their spouse this is a great start but you want to dig deeper and get to the internal desires as

well So ask follow-up questions based on their answers question number one why do you want to make ten thousand dollars a month why do you want that fancy new house what's so important about the school district you're in then they'll start revealing the values and beliefs that are truly important to them maybe they want ten thousand dollars a Month to prove to their family that they're a good provider or maybe they have a favorite charity they want to support in a big way maybe they want to be in a good school district because their kids

aren't being challenged where they are or maybe they are childless and their spouse has given up hope of ever having a family they are hoping that moving to a good school district will demonstrate that There's still hope do you see how very different those inner desires can be for different people even though they want the same things you need to know those inner reasons why they want what they want so keep digging until they reveal those deep emotional connections at the end of the day we all want the same things respect inclusion and purpose When

you dig and dig and eventually they say something that reveals one of these three things you can stop and move to the next question they might say I just want my father to respect me or I want my life to have a purpose so I live on when I die or I want to be part of something bigger than myself train yourself to listen carefully for these cues Then move on to the next question number two clearly you know what you want you've painted a really great picture for me so let me ask you this

why don't you have it yet what's been standing in your way or holding you back here you're looking for their obstacles and objections if they don't have what they want yet There must be a reason and you need to know whether you can help them with those obstacles or not if they start blaming other people you can't help them listen for them to say things like my spouse doesn't support me or I tried XYZ program and it didn't work that guy was useless if they're blaming other people or outside circumstances for their failures you really

don't want them as a client You want people who will take responsibility for their own actions so listen for some version of I don't know how maybe they say I tried XYZ program but I just didn't understand the finer details I need to take the time to master the process the key here is the word I if they talk about themselves a lot then chances are you can help them if they don't know how to do something And you can help them you're going to have a successful relationship next it's time to get them thinking

about possibilities question number three I want you to think about what resources connections talents or skills you have access to that you're not currently utilizing 100 that we could use to help overcome your obstacles and achieve your goals give them some time to think about it They might come up with some great answers or they might come up with something off the wall the point is to get them thinking about the possibilities whatever they come up with is good encourage them to keep thinking keep asking what else what else until they run out of ideas

when they do you say this okay so let's review for a minute One it looks like you know exactly what you want you told me you want underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore because underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore two now you haven't been able to achieve that before primarily because of Underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore and underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore right now I briefly talk about my experience with the same obstacles they are struggling with and

ask them if they think I could help them to overcome those obstacles Three and last it looks like you have all these resources you could leverage that you're not leveraging yet right I then ask them how much more money do you think you'd make or how much weight would you lose or how much better would your marriage be if you were able to eliminate the obstacles and leverage those resources I let them explain to me what will happen oh mine if I could do that I'm pretty Sure I could make a million dollars or lose

a ton of weight be so much happier in my marriage I then transitioned to the final question number four so I only have one more question do you want me to help you then I stop talking I don't say another word until they answer most of the time they will say yes Then all I have to do is say great here's how it works my fee is dollar underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore for that money you get underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore I'm here to help

you I can transfer you over to my assistant to take care of the financial details right now would you like to do that if they say yes you're done usually the only reason they won't agree at this point is because they don't have the money if that's the case you can offer a payment plan if you've done a good job with the questions and they can afford your fee Then you should close most of the people you talk to just send them off to your assistant to handle the credit card details and you're all set

and that's how the four question close works secret number 19. the perfect webinar hack as you can see it takes time to create a perfect webinar presentation most People spend a week or two creating their first one and even though I've been using the format for years I'll often spend a couple of days creating one presentation while that's really not a long time to create the foundation of millions of dollars in a business sometimes you don't have that much time for example about two years ago I was helping a close friend launch a new company

that sold automated webinar Software his sales process looked very traditional and they were getting average sales driving traffic into his funnel then he decided to launch an affiliate contest where the winner got fifty thousand dollars I thought it would be fun to compete but I knew the only way I could win was to change how he was selling his product I had planned on creating a perfect Webinar but as the deadline to win the 50 000 got closer I ran out of time I was competing against 100 other Affiliates who had been promoting for several

weeks and I was way behind there were only a few days left before the contest ended I was about to give up and just blow it off but then I had an idea what if I could quickly create a perfect webinar and launch it in the next 10 to 15 minutes Huh I had to laugh at myself for a minute then I got serious I knew I could never pull it off with traditional PowerPoint or keynote slides but what if I just wrote out the key components on a whiteboard I had no idea if it

would work but it was my only shot so I started asking myself a lot of the questions I've covered throughout this book I'm going to run through them quickly for you right now because that's all I was able to do in the 15 minutes before I went live with this presentation note all these elements could have been much stronger if I had more time but I only had 15 minutes before I went live so I had to think really fast I want you to see what you can pull together when you use the concepts in

this book is guidelines question number one what's the new Opportunity I'm offering answer increasing webinar sales using my weekly webinar model for this product we were selling automated webinar software which was nothing new so I offered them a new opportunity to sell more through webinars using my weekly webinar model this was a new opportunity that most people at the time had never heard of question number two what is the one big Domino for this offer answer if I can get them to believe that doing webinars through my model is the only way they can get

to Seven figures in the next 12 months then they have to give me money so I wrote out this title how to make at least seven figures next year with this webinar model question number three what special offer can I create for those who purchase answer I spent five minutes writing out My stack on a whiteboard including everything I would give people who purchased through my affiliate link his software helped people conduct webinars so I brainstormed things I already had that would complement what he was selling here is what my stack looked like what you're

gonna get the perfect webinar script 497 dollars the perfect webinar training 9997 video of my closing live 2997. Perfect webinar funnel 997 dollars my webinar funnel priceless total value 14 988 dollars question number four what is my Epiphany Bridge origin story answer the story about how I bombed at my first event in Armand Morin taught me how to do the stack question number five what are three false beliefs they have about this new opportunity the three secrets and what Epiphany Bridge stories will I tell to Break those false belief patterns I broke them down like

this a what is their number one false belief about webinars the vehicle we were putting them into B what Epiphany Bridge story do I have that got me to believe in webinars I knew my Epiphany had occurred when I learned the script for how to sell on webinars which eventually became the perfect webinar so I then wrote on the Whiteboard Secret number one it's all about the script and I went into secret number two see what is their number one false belief about their personal ability to execute on this vehicle D what Epiphany Bridge story

do I have that got me to believe in my abilities for me my big Epiphany was understanding how the webinar model worked and that I could actually do it so I then wrote on the Whiteboard secret number two understanding the Model finally I thought about the Third Secret e what is their number one false belief or outside force that they think will keep them from success F what Epiphany Bridge story do I have that got me to understand the truth for me my Epiphany was understanding that this only works if you do it live every

week until it converts to actual results I then wrote down Secret number three you have to do this live until now those probably weren't the best titles in the world and I'm sure with a few days of massaging them I could have made them amazing but this whole process only took me about 15 minutes then I had to figure out how to promote this message to the most people in the least amount of time I didn't have time to set up a webinar Funnel and get people into a sequence I needed to start getting sales

immediately so I opened up two of my phones turned on Facebook live in Periscope and clicked go live on both platforms because I already have strong followings in both places I was live in front of hundreds of people within seconds I did the presentation by just talking off the top of my head sharing my Epiphany Bridge stories and then going Into my stack and close within 26 minutes and 32 seconds my presentation was done I had no idea if it was good or bad it was also quick but as I looked at my stats I

saw the sales flooding in I was then able to promote those presentations on Facebook and other places for the next three days until the contest was over during this time over One hundred thousand people saw this presentation we ended up doing over two hundred and fifty thousand dollars in sales and I won the fifty thousand dollar cash prize not bad for only 15 minutes of preparation and while I thought that was pretty cool even more exciting was the fact that Brandon and Kailyn pulin saw what I did and decided to model it within a few

days they launched a Facebook live session and did almost the same thing they had their stack written down on a whiteboard and Kailyn wrote her three secrets on paper which she showed as she was teaching and telling her stories their first try at this process made them over one hundred thousand dollars and they've gone on to do it each month since in fact recently they did over 650 000 from one Facebook live presentation Using the perfect webinar script without any PowerPoint slides just a whiteboard and a few sheets of paper as you master the perfect

webinar script and you get better at telling stories and delivering your offer you can use it to sell almost any product with just a few minutes notice the perfect webinar is perfect the only time it doesn't work is when people mess it up by not following what I've laid out in this book In fact if you try it and it doesn't work I can tell you from experience it's probably for one of these reasons one you picked a bad market and no one wants to hear what you have to say two you built an improvement

offer and no one wants to buy it three you slipped into teaching mode and didn't create an environment for change if you pick a good Market make a new opportunity that is truly irresistible and then use your presentation to break And rebuild their belief patterns around that new opportunity it works I promise as you follow what I do online you'll see me using the script and story process in all sorts of situations including video sales letters teleseminars product launch videos Google Hangouts Facebook live videos and even in my email sequences on the following page is

a cheat sheet you can use to structure your perfect Webinars fast perfect webinar cheat sheet question number one what's the new opportunity I'm offering question number two what is the one bait Domino for this offer question number three what special offer can I create for those who purchase question number four what is my Epiphany Bridge origin story question number five what are three false beliefs they have about this new Opportunity the three secrets and what Epiphany Bridge stories will I tell to break those false belief patterns a false belief vehicle B Epiphany Bridge story vehicle

C false belief internal D Epiphany Bridge story internal e false belief external F Epiphany Bridge story external secret number 20. email Epiphany funnels one of my biggest breakthroughs happened When I realized that I could use this perfect webinar process in all areas of my marketing including email in.com Secrets I talked about a concept I learned from Andre chaperone called soap opera sequences SOS which are the emails you send to someone when they first join your list he called them soap opera sequences because each email ends with a hook that draws you to the next episode

just like a soap opera does For years I had been using SOS emails with different story structures I even shared some in the.com Secrets book but when I started seeing people use the perfect webinar in different situations like Facebook live and video sales letters I had a thought I wonder if this would also work as an email sequence in fact I wonder if I could do all the selling by email and not even push them into attending a presentation It seems so crazy I figured it just might work so I took the perfect webinar and

broke down the four core stories in the stack added each into an email and tested it out the results were well they were amazing so much so that we are now going back and adding them into every funnel we have there are a few different ways that we've successfully used this so far The first was just writing out each story for the emails the second way was making videos telling each of the stories and then linking to the video inside of the emails honestly the way they receive the story matters less than following the actual

story structure that you learned about earlier in this book one of the keys to remember in soap opera sequence like this is that each Email needs to pull people into the next story in the next email think about how good soap operas reality shows and most shows on TV are able to pull you through the commercial breaks in week to week by getting you excited by what is about to happen then cutting it off we do the same thing in these emails teasing about the next email that's coming so they are anxiously waiting for it

Secret number 21. Epiphany product launch funnels when clickfunnels was getting close to its one year anniversary we wanted to create a new funnel in hopes that we could get some of the same affiliate Partners who had promoted our perfect webinar in the past to promote again we knew that many of them would not want to just promote the same webinar to their followers again so we decided to switch from a webinar to a product Launch funnel inside the.com Secrets book I also shared our product launch funnels as well as the scripts we've had success with

in the past inside of the product launch funnels but I knew that the messaging and stories in our webinars worked really well so why not just use them again here and with that we basically just recreated the perfect webinar and Epiphany Bridge stories inside of the Product launch funnel structure I recorded an intro video telling my origin story then had them opt in for the rest of the videos in the sequence then video number one became secret number one which told them about the new opportunity secret number two focused on their internal beliefs and secret

number three their external beliefs then video number four was just a video of me doing the stack It worked amazingly well and since then I've seen dozens of others create product launch funnel versions of their perfect webinars one of the most powerful ways we've used and that I've started to see others adopt as well is after someone comes through your webinar funnel to send emails to those who didn't show up to the webinar and have them go through the product launch sequence instead that way those who didn't get a chance To consume your message can

get it in a different format they may be more likely to watch Section 5 what's next now that you have created your presentation in the funnels that people will go through to get your message the next questions I get a lot are how do I get people into those funnels what is the fuel that will ignite my following so I can start a mass movement this section will show you how to fill Your funnels and mention some other things you can do to jump start your success as an expert secret number 22. fill your funnel

the million dollar question everyone asks after they learn about funnels is how do you actually get people into those funnels I had the same question when I got started in fact I remember asking a friend who Was having a lot of success online at the time how do you create traffic he smiled and said Russell you don't need to create traffic it's already there people are already online you just have to figure out how to get those people to leave where they are and come to you instead the wheels in my head started spinning I

started thinking about where my dream customers were already congregating I realized that in most cases the people I wanted to serve were already in the market looking for something and if I could present them with my new opportunity I could get them to leave where they were and start following me about that same time I heard about a concept called The Dream 100 from one of my friends and mentors Chet homes early in Chet's career he worked for Charlie Munger who you may know was Warren Buffet's partner in Berkshire Hathaway Chet sold advertising for one

of the company's legal magazines at the time they were really struggling Chet was working with a database of over 2 000 advertisers he made calls and sent out materials every day but they were still number 16 out of 16 magazines in their industry dead last then check got smart He did some research and discovered that out of those 2000 advertisers 167 of them were spending 90 percent of their advertising budgets with his competitors so he defined those 167 as his best buyers the one spending all the money in the industry once he figured that out

he stopped marketing to everybody and instead focused his time and efforts on those 167. He sent out Direct Mail pieces with lumpy objects in them every two weeks then he followed up with a few phone calls twice a month he'd mail twice a month heat call now Chet was known for what he called PhD pig-headed determination so he just kept going after those same people month after month because these were the biggest buyers they were the hardest people to reach But he didn't give up after four months of following the strategy he got zero response

pretty discouraging right then in his fourth month something changed he landed his first big account Xerox it was the biggest advertising by ever for the company by the sixth month he had landed 29 of the 167. and with those 29 Chet doubled the sales Over the previous year they went from number 16 to number one in the industry in just over a year and he kept doubling sales for the next three years later on in his career Chet wrote a screenplay and wanted to sell it to a big Hollywood studio so he followed the same

dream 100 strategy he researched and found 100 Hollywood producers actors directors and other People who could make his film a reality he focused on his dream 100 list and relentlessly pursued these guys and yes eventually he did sell his film to one of those big studios so what does this have to do with you well when I first heard Chet explain how the dream 100 worked I realized that there were probably 100 people who already had my dream customers they had the traffic I didn't need to create it I just needed To figure out how

to get those people to come and see my new opportunity instead the first step in this dream 100 process was going back to secret number one remember when I created my new niche we started with the three hot markets health wealth and relationships from there I drilled down into a sub Niche inside of one of those markets then within that sub Niche I created my new opportunity I found that the key to the dream 100 Was to step back from my Niche and go back up to the sub-market level inside of that sub Market are

all the niches where my traffic is already congregating all I needed to do was figure out who was controlling the traffic I quickly realized that the people who controlled the traffic were typically one of four types list owners bloggers podcasters or social media influencers including YouTube Instagram Twitter Facebook Etc I started searching and found list owners with email lists of twenty thousand to two hundred thousand or more of my dream customers bloggers and podcasters who had millions of readers and listeners and social media influencers who could drive tens of thousands of clicks to anything they

wanted to talk about I saw their power so I started to build Out my dream 100 list of these people and companies initially I tried to find 25 list owners in my submarket 25 bloggers 25 podcasters and 25 social media influencers After I filled out that list I had the 100 people who already had the attention of those I wanted to serve then I put together a plan to infiltrate my dream 100. the first goal was to start building Relationships with my dream 100. as Harvey McKay said you want to dig your well before you're

thirsty the worst time to contact your dream 100 is the day you need them to promote something for you the best time to start building relationships is now so when you are ready to ask them to promote you that relationship will already be there Dig your well strategy number one I started by following them sending friend requests subscribing to their emails lists blogs and podcasts and buying their products I wanted to put them on my radar so I could see what they were doing and get to know who they were before I made my first

Contact there is nothing worse than getting a meeting with an influencer and not knowing who they are what they're Working on or what's important to them I've met a lot of people through the years who somehow make it through my Gatekeepers but when they get on the phone they're so focused on selling me something that we never get past the first few minutes if you want to build a relationship with your dream 100 you need to be prepared dig your well strategy number two after I know who they are and understand what's important to them

I want to give Them a platform that helps to promote them but at the same time gives me the ability to build a relationship with them my favorite way to do that is to interview them for my podcast or my blog I can usually get 30 to 60 Minutes to ask them questions and build a relationship during that interview when I promote that interview it helps them as well most of my best Partners started with me Interviewing them and then taking that relationship from the interview into strategy number three dig your well strategy number three

now that I have a basic relationship with them one of the main things I like to ask and I learned this from Sean Stevenson is what project they're working on that is most important to them at the moment after they tell me I figure out what Extra Value I can offer to help them Reach their goal and that's it it's simple but it's how great business relationships are built I'm digging my well before I'm thirsty when should you start digging your well there is an old Chinese proverb that says the best time to plant a

tree was 20 years ago the second best time is now you need to start this strategy now no matter where you are in your business Today after you've spent time digging your well start looking for ways to leverage these relationships to gain access to their followers if you have created a truly new opportunity that will serve Their audience then there are lots of ways you can work together if you've picked a niche then you'll likely be in direct competition with many of your dream 100. But if you've created your Niche your new opportunity then you

should be complementary to most of them this makes the promotion process a lot easier promotion strategy number one the easiest and best way to work with your dream 100 is to get them to promote you and your new opportunity to their following that's my number one goal I focus hard on the relationship And when the time is right I ask them to promote my webinar I reach out to my dream 100 by sending them a physical newsletter and package in the mail every month with information about the special promotions we are running and how they

can be part of them even though my dream 100 has grown to nearly 600 people I still send a package and give them a call every month not everyone on my dream 100 will promote my products In fact many of them I can never even get on the phone but I consistently Market to them because one yes can put me in front of their audience of hundreds of thousands of people or more I've had times when one person on my dream 100 has said yes and within three months that relationship netted over a million dollars

it's worth consistently building relationships with those people I would say that about 30 of the traffic into my funnels comes from this strategy promotion strategy number two while my main goal is to get my dream 100 to promote my product oftentimes they can't or won't and that's okay over the past few years most of the social networks have opened up their advertising platforms so I can promote to the fans and followers of specific people or companies for example I can go to Facebook and Show ads to all the Tony Robbins fans one of my dream

100. you could go to Twitter and Target Ashton Kutcher's followers if he's in your dream 100. so I create specific ads to Target the followers of each person on my dream 100 list each network is different and they change frequently so you'll need to stay on top of the networks you want to use but if you go to Www.filiarfunnel.com you can see the most up-to-date training for each Network about 40 of my traffic comes from this strategy promotion strategy number three so where does the last 30 come from about 10 comes from marketing search engine

optimization and other things we're doing each day but the last 20 comes from something I learned called integration marketing for my first Mentor Mark Joyner he wrote an awesome book by the same name that shows you how to integrate into the sales flow of your dream 100. if you look at the sales path that customers of people on your dream 100 are going through you can find places where it would make sense for your products or services to be offered the idea is to integrate your offers into their natural sales funnel can you put one

of your products on one Of their thank you pages can you put your ad in a PS on their emails could you co-create a product that you both promote and both get customers from how can you integrate into your dream 100 sales funnels this way it's not just one and done instead you will get a continuous stream of customers there are thousands of creative ways to Integrate with your dream 100. there are Southwest many ways to drive traffic and fill your funnels but all my strategies are built on the foundation of the dream 100. when

you understand the strategy behind how and why this works you can quickly and easily start getting customers into your funnel again the tactics will change but if you master the dream 100 strategy you will always be able to fill your Funnels with new people conclusion your invitation few I'm sure that right now you're probably feeling like you have been drinking from a fire hose and I totally understand that the concepts I've laid out here took me over 10 years to discover from dozens of different mentors and a whole lot of trial and error I wish

I'd had something like this when I got started I hope that instead of feeling overwhelmed you'll realize that this is actually a huge shortcut I only shared in these Pages those things that have been proven to work in my own and are other members businesses you can have faith knowing that you're not implementing stuff that has been proven in hundreds of different markets the diagrams that I included in each chapter should also help you quickly Recall the core messages so you'll be able to reflect on them over and over again and refer to them quickly

as you build your culture create your products tell your stories and build your funnels if you're wondering where you should start this is what I'd recommend one become very clear about who you want to serve and what new opportunity you will create two get results for your beta group your results will become the foundation Your expert business will grow from three become a master storyteller this is the most important skill you can learn 4. change the world your message has the ability to change people's lives so use it I hope that reading this book has

been a great investment of your time I spent over 18 months writing it and rewriting it because I wanted it to be perfect for you But no matter how good you make a book it can never be as good as having me or my team work with you personally on your funnel stories and presentation if you'd like to work more closely with us to develop your expert business I invite you to attend one of our funnel hackathon events during these events we spend a few days in a small group working together to build your mass

movement create your Stories build your presentation and launch your funnels if you'd be interested in coming to our next funnel hackathon you can get more information at www.funnelhackathon.com after you apply there someone on my team will contact you if you're a good fit we could be meeting at my office later this month I'm a big believer that Money Follows speed don't let this opportunity pass you by Let's get your message out to the world I also invite you to join our private Facebook group of fellow funnel hackers like yourself you can meet others who are

using this process and can share their stories with you join us at www.projectclickfunnels.com now that we're wrapping up expert Secrets I want to end where we started throughout our lives we go through different stages For most of us in this expert space there was a time when we focused on growth we studied books learned and tested things and became the people we felt we needed to become we each followed our own path and no matter how much time we focused on growth after a while it got old we started to wonder is there anything else

there's got to be more We get to that stagnation point because growth is just half of what we need to have true fulfillment in life the second half of fulfillment comes from contribution I want to congratulate you for taking that next step moving beyond mere personal growth and deciding to use your life lessons to contribute and help others I know that as you do that you'll become more and more fulfilled This is one of the wonderful benefits of launching an expert-based business and selling products and programs throughout this book I've talked a lot about conversion

rates and how to make the most money from the least amount of AD spend and that's great it's important but what it all comes down to what matters the most is not how much money you make It's how many lives you impact the money is just a cool way to keep track of what's Happening getting people to give you money is also one of the best ways you can hold them accountable to their goals I struggled with my business for almost two years because I was so scared of investing in myself I was never able

to ask other people to invest in the products and services I created either It wasn't until I started making Financial commitments with different coaches and mentors that I was finally able to become congruent because I was investing in myself I was able to go out and ask others to invest in themselves with my products and services I know selling may not be your favorite activity but when people pay you it gives them the transformation they need to change Their lives it's a cool cycle that we have a chance to go through you get to create

something test it out and if it works you get paid the more you focus on that cycle the more lives you will be able to change the expert Secrets process focuses on One Core funnel the perfect webinar getting you into the habit of producing a live event every single week consistency pays And if you spend any time inside my click funnels or funnel hacker communities you know there are lots of other ways to monetize your knowledge provide value to your customers and make money you can just keep stacking funnel upon funnel based on what your

audience needs and wants I want to invite you to hang out with me and the other amazing people in my world spend time in our Facebook groups watch Our videos come to our events and make friends with other people like you they may be in a different market and have a different message but they have the same mission they're trying to change the world in their own little way that's been my driving force for the last decade and I just feel so blessed to have a chance to work with entrepreneurs like you who are doing

the exact same thing With that said I encourage you to master the skills in this book become a master storyteller really become the vehicle for change that I know you can be after you've done that I encourage you to go deeper spend more time with us and figure out how to take your company your business and your customers lives to the next level thanks for spending this time with me I'll talk to you soon Russell Brunson P.S remember you're just one funnel away