I want to share with you what I think is the easiest secret to get people to give you money now or to register for your web classes or your webinars or your courses or your challenges whatever it is you're trying to get people to do one of the number one questions I get over and over again in the comments is people who like have built a funnel they try to drive traffic and they're like hey I had people register for my webinar but nobody showed up or I tried to do a live event nobody showed
up or I made an offer to sell them something and nobody actually bought it like what can I do Russ to make it better so I started thinking about it and I found a couple really cool things I wanted to share with you that I think that you can take and immediately apply to any business to get people to buy more products to show up to the things you're trying to do and so on and so forth in fact I've been testing this now for the last couple months with some insane result I'll show you
actual application of it but before I get there I want to kind of tell you guys a [Music] story a lot of you guys know Napoleon Hill is my favorite author he wrote this book called Think and Grow Rich this book was actually published in 1937 but a lot of people don't know is that 20 years before he wrote and published this book Napoleon Hill taught an advertising course literally 20 years earli in fact I look at the copy rates 1917 so he ran a course called truthful advertising at the George Washington Institute and this
is the only known uh copy of the actual uh lesson plans and everything of him teaching advertising which I think is fascinating because you look at this he spent 20 years teaching and doing advertising he was a copywriter he did all these kind of things and then when he came out with his product one day because he knew copyrighting he knew how to create offers he knew these things he was able to make Think and Grow Rich go and sell literally tens of millions of copies uh during his lifetime which back then was way harder
than nowadays this is before there's Amazon or bookstores this is all like through direct mail and things like that which is still blows my mind and so I started thinking like what did he know you know 20 years prior what was he studying what was he learning so I've been going through this advertising course one thing I thought was my favorite is after he got done teaching advertising uh he actually decided to become a publisher he wanted to publish a magazine and some of you guys have heard of it some you haven't he actually ended
up publishing two magazines in his lifetime the first one's called Hills Golden Rule I have been scouring the internet and I finally got a complete set of Hills golden Ru magazine and uh this is it in fact I'm going to open up this is the case I built for it to not damage it cuz these are all so old and amazing but this was the magazine he wrote and you look inside this is the very first inaugural issue January 1919 and so this was the very first issue it says new magazine devoted to the interest
of those who work for a living which is kind of cool when you read through it there's like a dozen different authors in here but I read uh his autobiography I found out that he couldn't afford other authors so every author in here for the first I think 16 months or 17 months of the magazine were just him he was the and he just used a different pen name so it looked like there a bunch of authors contributing but they're all on Napoleon Hill now think about this he's launching a magazine and he's trying to
get this thing out to the world and so the first thing he's he's asking himself I'm sure as a as a marketer as an advertisers like how do I advertise this how do I get people to subscribe to my magazine and um he created something that was so brilliant this is the first thing I want to share with you guys in these first issues he talked about he said every single month I'm going to write an article in here called applied psychology teaching you guys this philosophy of Applied psychology so each month he started writing
uh one article about it and it went through 12 uh lessons that he was going to do over the year and when he got 6 months into the magazine he's like this is really good people are loving this article on applied psychology uh he went out and he said hey what I'm going to do right now if anybody subscribes to Hills golden r magazine I'm going to give you guys a book the only way to get this book is to subscribe the magazine I'll give you this book for free or you can buy it for
$50 now $50 back in 1919 is equivalent of like I think it's like $850 today so he created a premium sold it for $850 you could buy this book or you can get it for free when you subscribed to Hills golden r magazine how cool is that and so he made booklet number one which was the first six uh lessons from the magazine in the next six months he put together uh the next six articles and made a second booklet I read about this booklet inside of all these magazines but I saw the ads he
started putting ads in here like hey if you subscribe for a year I'll give you these two books for free but I couldn't find those books anywhere they were nowhere to be found online um I tried to talk to the PO Hill found they had heard of them but they didn't have them either and so I've been scouring forever trying to find them and again these are the two premiums he use to get people to subscribe to Hills golden r magazine and want to hear something kind of cool I about a year ago located the
first booklet and I thought that was the only one I I assumed he had never actually finished the second one but about a week ago I found the second one on eBay and I got a huge bidding war against somebody and spent way way that probably should have um but I have acquired the two premiums that he used to get people on Hills Golden Roll magazine and they're actually in my safe do you just want to see them so in here is the safe room where I put you know the most expensive the best the
stuff that's the most rare and hard to find so this clay catches on fire um it won't damage the book so let me get in real quick all right so here are the two you excited to see these okay so for here is the first one it's called it will place you wherever you wish to be amongst men and it's lessons in applied psychology and this book is old and it's falling apart this was the first premium and basically there is practical lessons applied Psychology by Napoleon Hill and it's series of six lessons reprinted from
the January to July issues of Hills Golden Rule furnished to PID in advance subscribers so they may have the entire series which runs through the year the booklet is off for sale can be secured only through a year subscription of Hills Golden Rule okay this course lesson was originally designed to sell for $50 which is crazy these are all of the different articles here from the first 6 months and again for last year I've been sitting on this just realizing that I discovered I found it it's so so cool but then on eBay it popped
up one day just randomly and I don't think the person who owned it knew what it was but me and somebody else definitely did and we got in this huge bidding war and I I won so check this out this is booklet number two it'll place you wherever you wish to be amongst men the great magic ladder to success let you open this one boom it starts with the ladder success right here and then lesson seven the great magic ladder success it goes through the rest of them how cool is that so there you go
these are the two premiums that a PO Hill used to get people to subscribe to his newsletter so this is part of the key premiums I want to I want you to understand why these are so important we'll explain the rest of it when we get back there into the Napoleon Hill room how cool is that if any of you guys are subscribers to Seekers of success we are republishing those two booklets and you can get it for free over secrets of success.com pegs I'll put the link down in the description but if you want
to actually read for the first time ever they are actually in a reprinted book that we got the rights to reprint and you got access to it at secrets of success.com pegs anyway that's sound of Point Hill that's what he used to get people to subscribe to his magazine again they would call it a premium back in the day how do you attach a premium to something now nowadays we usually call stuff like this bonuses like how do you attach a bonus to get somebody to want to buy something right but the key that most
people understand they they create offers they make bonuses they put together some random stuff and throw things together key with the bonus there's a lot of different things you can think about but you have to create a premium or bonus so good that it's better than the thing that you're selling already in fact one of my favorite stories about this if you um ever remember watching infomercials or commercials in the in the'80s sports illustrator was a struggling magazine and they were trying to get off the ground trying to get people to to subscribe it got
to the point where they were almost a bankruptcy and then somebody on the marketing team was a genius maybe they read in P Hill's old advertising course or something but like we need to attach a premium we need attract something to this subscription that'll be more exciting than the actual subscription so they created uh an offer and some some of you guys may have seen it before one of my friends Todd Hine actually sent me this after I told the story the first time this was the football phone that um they sold back in the
day so check this out um if you remember the ad it's a phone call it looks like a football but works like a regular phone onoff ringer mute button and automatic redial hello Colleen this is fantastic I'm at the stadium right now I have a football phone cute you see this is the football phone so to get people to subscribe to Sports Illustrated it wasn't like hey buy our subscription buy our subscription right it was like here's a premium that's so good you want it anyway but the only way to get the premium is to
subscribe to the actual newsletter right same thing Sports illustrate the only way to get the football phone can you imagine you remember talking to this hello we should make a a football iPhone anyway um the only way to get this amazing phone was to subscribe to Sports Illustrated so that's the power of a premium Now I want to share for all you guys just to think through this in your business right now obviously we talk about bonuses and things like that but this is if if you position your head as a premium it's different than
a bonus right for example one of the things we've been doing recently is is um when somebody registers for our web classes right we do a webinar a challenge um one the hardest things to do is to get people to actually show up right how many you guys run webinars or web classes you may go and spend a bunch of money at ads to get people to register let's say you register a thousand people to come to win your webinars then you only get like 15 to 20% show up so of the thousand people and
you may have spent three or $4 a lead on Facebook right spend three3 or $4,000 but only 150 people actually show up right or maybe you get 100 people to register and only 15 show up like it's hard to make the math and the metrics work right so how do you get more people to show show up one of my inner circle members Tim Shields I saw him doing this on his webinar so Tim's in the photography market and if you're on his email list you notice every single week he promotes a web class he's
going to be teaching he doesn't just promote the web class he attaches a premium when you watch to the end you're going to get my brand new collection of Sunrise cheat cards I saw him doing this over and over and over again uh I know that he had won our two Comm Club X award I know his business is doing really really well so I'm going to try to attach a premium to my webinars as well and so we did uh two versions of a of a webinar at sales funnel. it had two different premiums
one of them was a Swip file book people get for free when they registered and showed up for the web class uh how many you guys want this swipe file oh it's amazing the second one was a booklet called funnel audibles that they got for free when they registered and actually showed up this is a gift you are going to love that's what's crazy about this is number one thing he did is he got way more people to actually register for the web class went from getting you know in a campaign maybe would have got
three or 4 thousand people to register we got closer to 8 and 9,000 people to register just because the premium was so good just like Napoleon Hill you wanted that thing so bad that like they would go and subscribe to newsletter if you want the football phone so bad you would go and subscribe to newsletter cuz the premium is even better than the thing right for me it's like I'm trying to get someone to register for a 90-minute session with me right and right now they're coming because the content they have to judge is this
content worth 90 minutes I don't know if it is or not and so to reward them I attach a premium it's so powerful it's so good they're going to want to register because even if they get no value from the 90 minutes with me they still get that premium at the end right and then at the very beginning of the webinar I told people I said at the end of the web class I'm going to be giving you a link to this I'm gonna verbally give you the link at the end of the presentation and
so that means you have to stay on for the entire thing I'm be giving it to you verbally which means you have to actually be on the web class you have to stay on you don't know when it's going to happen but it's going to be coming so you have to make sure you stay on I'm going to verbally give it to you so people got on there and then they sat there and listening they didn't sign up hope he was going to email me the premium they knew the only way to get it is
to be live and I was going to tell them the link to download the premium I mentioned the the very beginning of the web class when we first got started 10 minutes in I get mentioned again and then went through the entire training and then before I made my special offer I reminded then when I'm done with the telling you about the offer I'm going to give you guys access to this premium then I went through did the stack in the clothes sold signed people up on my course and then I offered the premium at
the end and when all said and done the numbers is by attaching a premium to this online webinar that we did we got way more people to register at lower cost way more people to show up way more people to stick to the end stick through the close and then there's better reciprocity because the end of it whether they bought or they didn't they left us something valuable to end the event and so that's just one way to attach a premium right to a you can do with the webinar with a challenge with a live
event however you're doing it it's a great powerful way to get people to show up now second way you can use a premium is the same way that Napoleon Hill was using it the same way Sports illustrator using which is actually ATT tying the premium to getting them to buy something from you for example as I mentioned earlier I do have a membership site called secrets of success it's a $97 month membership site where I go and I show people uh give access to people of these old books and manuscripts and audio recordings and things
like that and with have book clubs and Mastermind it's a really cool program but to get people in in there I don't say hey sign up for $97 a month instead I create a really cool premium okay and it was my premium I told you part of it right now number one I give people a free copy of the book thinking Grow Rich number two I give them a copy of the premium from hills Golden Roll magazine right the lessons on applied psychology I put that into a book they get a physical copy of that
as well and number three I gave them another unpublished book from Napoleon Hill called the secrets of Master salesmanship right I put all three of those things together into a box I ship out for free when they subscribe to the membership site that premium has added thousands and thousands and thousands of people to our content program so the key is how do you create a premium that's so good they'll get people to actually show up to your live trainings that'll actually get people to register for your Facebook groups right that'll get people to actually sign
for your membership sites or your courses or whatever thing might be stop thinking about like what are the bonuses I can throw in to get people you know to make the offer better instead start thinking what's the premium that's so good it's more valuable than the actual thing I'm selling so when they see that and you drop like here's what you're going to get their mind's blown like I have to do I have to give you money I have to be part of this right and so start thinking about the premiums you can create it's
at the highest way to increase your sales get more people to show up and to change your business forever so if you can learn one thing from Pon Hill today that is to create premiums inside of your business and for all of your offers [Music]
