Lighting for Profits - Episode 215

From a million-strong following to revolutionizing how we sell online - Russell Brunson didn’t just ride the wave of digital marketing, he created it. In this episode, we dive into the mind behind ClickFunnels, uncover how he built an empire of entrepreneurs, and explore what it really takes to scale your message, impact, and business in today’s digital world.

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Episode Transcript

Landscape Lighting Secrets is the number one landscape lighting show in Boise

Welcome to Lighting for Profits. All light, all light. All light powered by EmeryAllen. Here is your host, Ryan Lee. A ah lot, a lot of light. Welcome, welcome, welcome to the number one. We're the number one landscape lighting show in Boise, Idaho. It's crazy how worldwide we're getting here. This is crazy, guys. We got an epic show lined up for you. If you're looking to start or grow a landscape lighting business and maybe any business after today's show, it's, going to be a good one. We're definitely here to educate and motivate to help you dominate. So, got a great show lined up, guys. I don't know how, but we got Mr. Russell Brunson. Got Mr. Russell Brunson coming on the show and he's this, he's the co founder of Clickfunnels and like tons of other stuff. I don't even know how to introduce him, so I'm probably gonna be like, just introduce yourself. but a lot of people are like, well, how, how the heck did you get Russell Brunson on your show? It's just a lighting, a landscape lighting podcast. And you know what? Most people know a little bit of the story about how I started Landscape Lighting Secrets. But today I'm going to fill you in on a little bit more detail. Today you get the, undisclosed secret. I've never really shared the whole story, but actually I was watching TV one day. this was about, I think it was seven, eight years ago. I don't remember the year specifically, but I was watching the show the Prophet. You guys remember the Prophet Marcus Lemonis? That show is awesome. And I watched that show religiously. And one day I'm watching it and I'm like, is that Russell Brunson? Like, what, What's Russell Brunson doing on the profit? And you see, I went to elementary school, middle school, high school with Russell Brunson and I'm like, how's he, how's he on the profit?

Like, that's cool.

I know someone famous. Well, little did I know. I didn't know who Russell Brunson, the new Russell Brunson was. I just knew the wrestler Russell Brunson. And it was crazy, guys. One Google search later, about eight minutes later, I'm pulling out my credit card, I'm buying 108 split tests. I'm launched into this community I had no idea existed. I'm learning what a click funnel is. I'm learning what a funnel is. It was insane. But ever since then I'VE been a devout fan and I've totally consumed all his trainings with marketing and sales and all this stuff. And, what most people don't know is Landscape Lighting Secrets would have never even been launched if it hadn't been for me watching the show that day, I went to one of his events, Funnel Hacking Live, and I was completely immersed. I was baptized by fire. It was, it was epic. But, we're not going to go into a whole lot of that today because I want Russell to kind of just share his wisdom with us today. But that's how I know Russell. So really, really cool.

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Russell Brunson is the goat of marketing

All right, well, now the moment we've all been waiting for. I know why you guys are here. You're not for me. You're not here for me. You're here to hear from, the goat of marketing. let's get the intro music going. Should we? I think we should foreign. Welcome to the show, Mr. Russell Brunson.

Hey, man.

Trying to do a cool intro for you.

You got. That was pretty cool.

You got intros at your, events and stuff, so I got to try to keep up, you know.

Dude, it's so good to see you and I'm excited to be here. I had no idea that was the story. I didn't realize that that's how you, how you came into this. From the Prophet. That's insane.

I know. I'm sitting there watching, like, what? I know someone on tv. That's weird. And literally, I'm On Google. And then it was within minutes. I'm like, pulling out my credit card. I'm getting upsold, downsold. Yes, yes, please give me, give me.

And, I'm like, these funnels work.

I want to do this.

It's so crazy. Well, first off, it's good for you because, like, I can't tell you. It's so weird to me in my. In the normal world where I exist, how many friends, family members, people that I know who know what I do, and they never ask me questions. They never pursue it. They. I'm like, if I knew somebody who was doing this crazy stuff, I would be like, what is happening? I would try. And so you're one of the rare few people in my. In, like, the normal world that I'm from that, like, actually, like, not only just, like, saw, but then actually did something with it. So I'm very proud of you for that. And it's exciting to watch.

Well, and I learned this. I don't know if I learned it from you, but you call it funnel hacking, right?

Yeah.

I pretty much, like, you can sell me anything because I'm always trying to buy my. How did they do this? How did they, get in my head? And I'll buy tons of offers. Even have. Has nothing to do with, like, coaching or landscape lighting because I want to see what they did. And, like, I've gained so much information just by buying people's stuff. It's. It's insane.

Yeah. Watching behind the scenes and the psychology, when you understand it, because the first time you go through something, like a funnel or something, it's just like, you know what's happening. You're kind of in the heat of it. But later you start realizing the psychology behind it, how it works, that it's like, it becomes fun to buy stuff. Like, what are they doing? How do they do it? Like, why did this actually work? And how can I replicate that for whatever it is I'm doing? So it's done.

It's totally like that. Yeah. Well, do me a favor real quick. I know most people know who you are at this point, but I'm sure at some point you meet people. They're like, wait, who.

Who.

Who's. What's a click funnel? What's a funnel? Who is Russell Brunson?

Oh, man. Well, kid from Sandy, Utah, that went to elementary school with you. I have Viv. I have vivid memories of. I can't remember. It was kindergarten or first grade. We were in the same class. And if you remember, we lined up for, like, lunch every day. And they did it by alphabetical order by first name. And so me and you stood next to each other every day for an entire year, going to lunch or recess or something. Anyway, so that's, like, my earliest memory of you. But, So Russell and Ryan are next to each other in the Alphabet. But, no, I. You know, I grew up pretty normal. I. In, in college, I. I high school, I wrestled as, you know. And then after I got college, I went and wrestled at BYU for a year and they cut their team. Then I went to Boise State to wrestle. And, up there met my wife. And then, realized that I was gonna have to quit wrestling if I was gonna get married. But I didn't wanna quit wrestling. I was like, I have to figure out a way to make money.

Eric Johnson started making money on the Internet with a potato gun

And so I did what most people do. You go to Google, type in how to make money on the Internet. And, took me down some. Some crazy rabbit holes. Fell for a lot of scams along the way. But then, started running to people who are actually doing this game and making money and having success. And I was like, this is the most exciting thing in the world. I'm like. And I remember, like, meeting these people, and they were amazing people, but I was like, I don't feel like they're that much smarter than me. I think. I think I can figure this out. And, you know, after a lot of trial and error, it really came down, just a couple things. It was like, you need to have a product. And so I figured I'd make a product. Then it's like, then you have to have something like a sales letter. Back then, it was a sales letter, eventually became sales videos or what, something to sell it. And then you got to learn how to get people or traffic to come to the sales letter. They read or watch the sales letter, and then they buy the thing. And I put those three things together. I was like, that's it. It's not that hard. I just gotta figure those things out. And so then it was a lot of trial and error. The first one of my first products I ever sold, was a dvd teaching people how to make potato guns. Because that was the first idea I had. And, was this in college or was it. Yeah, I was in college. my wrestling buddy Nate, it was funny because it was spring break, and we were the only two married guys on the wrestling team. And so spring break for, like, wrestling season ends and spring breaks, like, the next week. So they all go to Vegas or whatever. They're gambling, having fun, and we're stuck at home because our wives are working. And Nate's like, what do you want to do this weekend? I'm like, I don't know. He's like, let's make a potato gun. What's a potato gun? So he tells me. I'm like, I'm in. So we spent the whole week building potato guns. And then, that weekend we were shooting them with our wives. I was like, so much fun. And then I remember the next Monday at school and this time I was like, learning about business online. And everyone's like, you got to have an idea. You have to have something to sell. I'm like, I don't have anything to sell. I'm like, I have a 21 year old wrestler. Like, what have I got? And I remember sitting in class that Monday after spring break and I was like, I wonder if anybody else besides me was searching for how to make a potato gun. Cause like, now I know how to do it. I can make a product teaching that. And so I went to, There used to be a website back in the day called, Overture. And you could type in a keyword and it would show you how many people were searching for it. So I typed in potato gun and there were like, it was like 18,000 people a month searching for like how to make a potato gun. And no one was selling anything. I was like, holy cow, this is the big idea. I'm going to be rich. And so I called Nate back up. I'm like, let's go make another potato gun. But we're going to film ourselves doing it. And he was like, why would we do that? I'm like, just trust me, it's going to be awesome. So we filmed ourselves making a potato gun, put up a little website to sell it, went to Google. I turned on some Google Ads. And I remember within like a day I made my first sale, and then my second sale and my third sale. I was like, this is insane. Some stranger on the Internet just pulled out a credit card and asked me to ship them, a potato gun DVD that like, I'm literally burning on this little like DVD burner and like shipping it out to him. And I was like, this is the craziest thing in the world. And that's, that's like, that's what, that's what got me initially. And then I was addicted. And then, then from there just, you know, spent the next man 20 years trying to like, try to learn how to do that. Better. And so that's kind of the. That's kind of the journey, how I got into this whole world.

That's awesome, man. That's so cool. I remember hearing the. The potato gun story, and I was like, did he. Did you guys, like, make him in scouts or something? Because I was at Ryan Coyle's house in high school and we shot a potato gun. That's what I. Yes, he had one. Like, we shot a potato gun at a garbage truck.

That's crazy. I didn't even know. I didn't even know about. Until my buddy said that thing. And I was like, yeah, now it's like, yeah, now we have tons of them. My kids, like, going, we have a funny. But I didn't know what it was back then. That's crazy. You guys are doing it street over for me.

Well, yeah, if I would have known about the dvd, it would have been helpful. I could have built my own, you know.

Let's talk about funnels. Does everyone know what a funnel is

Well, let's. Let's talk about funnels. And I don't know if, like, like what the state of the. The world is these days. Like, does everyone know what a funnel is? I just remember when I looked you up online, I was like a click funnel. Like, and I. It took me, I'm not kidding, like, weeks to figure out, like, what a funnel was. Even though you said it, like, what it was, I was just still like, funnel. I think of, like a funnel cake. I think of all these different things. I couldn't figure it out. It took me a while. So is that still a thing or does everyone know that? Like, no, you're supposed to use funnels and not just a website?

I think in my little community there, most people know it is, but. But outside of that, like, most people I talk to are still like, I don't understand what it is. And it's. It's tough. Cause it's a hard thing to explain because there's so many types of funnels. But I try to explain it. Like, again, especially for your audience who may not know what funnels are. Like, this is when I was in high school, this is where I kind of started. I started, like, understanding a little bit. Like, I remember, I loved, I loved going to GNC because I was a wrestler. I like taking supplements. But I remember I'd walk into gnc and as soon as you walk in the door, the front desk person would be like, hey, welcome to gnc. Can I help you? And as an introvert, I'm like, no. And I'd like Leave. Because I was like, I hate this confrontation. I just want to go look at the supplement. Stop talking to me. You know, And I would, like, literally hide outside GNC till the front desk girl was talking to someone else. And I'd sneak in, in, and I'd spend an hour just reading every label because, like, I'm a nerd. Like that. And I remember thinking about that. Like, that feeling that I had, like, it made me want to leave, right? And so you think about gnc, they have a fun, right? They're putting. They're putting an ad out there. So this is the top of the funnel. They put an ad on somewhere, right? And then people see the ads, like, hey, come get, you know, 20% off, whatever, when you get your gold card. So then people leave, they see the ad, and they come to the store. So that's like the next part of the funnel. So funnels, like, at the top, Maybe, let's say 100,000 people in your city see the ad. Then from that, maybe 10,000 actually, you know, will show up to the store. And then from that, from the 10,000, maybe there's 500 that'll actually come through the front door and look at products and that you get 100 that actually will buy something. And then you get 20 that buy more than one thing. And then you get five to buy, like, everything in the whole store. And so that's kind of what a funnel is. And I remember going in GNC and, like, feeling like as I'm walking the door, like, this awkwardness, I wanted to leave. And it's like that, that's a funnel, but it's like it's broken because it's keeping people from wanting to come in, right?

And so, like, you think about this. Every business has a funnel like that, but most funnels are really bad. Like, again, like, the GNC one, where it's just like there's this thing that's, like, kicking people out because there's friction. And it's kind of weird with a funnel, it's like you're trying to figure out, like, what. How do you optimize every single step in the process, from, like, the ad to the first thing they do, the second thing they do to try to get more and more people through every single step and whatever the sales process is you have. And so, like, I remember when I started getting the sales, these funnels and stuff, I remember just feeling that of, like, Like, I'm feeling this weird resistance. And so, like, I would go to websites When I first got started and you go to website and there's, there's still the nowadays but back then it was like everything was like there's a website and on top there's like 20 links and you click on those links, there's drop down menus and there's more link. And like I remember coming to go buy something and getting so overwhelmed and lost and just like I know what to do and I would leave and I'm just like, there's something like this doesn't work. And there's a, there's a philosophy in marketing says a confused mind always says no. And that's what happens to most people is they come into a website and they get confused because there's so many options. And so what a funnel is, is like you're stripping away everything to where. It's like when somebody comes to you, they can only do one thing, right? So if you see there's an ad on Facebook or Instagram or Google or whatever and you click on it, it goes to a page and that page, there's only one, there's only one thing they can do because the confused mind says no. So I gotta give them just one thing. So it's like, what's the most important thing I would do in this step of the process? So I'm just coming to GNC and walking through the front door. What if she changed her question from welcome to gnc, how can I help you that rejects me? Instead it's like, hey, welcome to gnc. If you, if you have any questions, let me know. And then, and then like, oh like sweet, I'm gonna walk through the door and I don't feel this awkwardness. And then now I'm gonna go in. So I, so like more people will get through that step, right?

You can build a funnel in real time with Google ads and websites

And same thing's true on online with the funnel is someone clicks on the ad on Google, they come to a page and it's like, hey, we've got a special offer for you. you know we, we have a lighting company here in Boise, Idaho and if you want to see a special light demo of the before and afters of what, what a you know what ah, of five of our yards we've done in the past. The before and the after pictures. Give us your email address for sure. The sick video that's going to walk you through everything. Like you see before and after is what's possible. So it's a very simple funnel, right? They come on there, they click in like I want to see the before and afters, they put the email address in. Now they come through the thing. All of a sudden you got a video like, oh, thank you so much for coming through. Here, check out these before and afters. And you start showing the before and afters, and they have this experience. They're like, oh, that's amazing. I would love, like, here's the before and after. Like, I would love if that was my yard. And all of a sudden a button pops down the video. It's like, hey, if you'd like to jump on a call where we can explain it, how we can do this to your yard and actually have some of my team come out and look at your yard, just click on the button and put your email address or put your phone number down below and someone on our team will give you a call and we'll come on over and, and show you how what we could do with your yard. And like, that's. That's a funnel. It's very simple. Every step. So they see an ad, they see a really cool thing. It's like, I want that. I'll trade you for the email address. They come next page, they see the thing they can experience, and it's like, hey, now this next step, give us a call or book a call or whatever that the next mechanism is. And they come out. And then now you can. Now you're there with the customer.

Dude, I love it.

My thought, my guess is the most again, lighting people or any business, like, they have a funnel right now, but it's probably bad. Like, most of them, like, go to my website, there's a thousand links, or, give me a call. Or just. There's not a. They're not thinking through the process. Like, I was thinking about gnc, like, how did I feel going through that process? Like, what were the parts that felt clunky or weird? And how do I clean that up? So it's just very simple and easy to go from A to Z. I.

Love the way you explained it. Please don't send me an invoice because you just built a funnel in real time. Like, everyone still. I bet you 99 out of 100 landscape lighting companies just send people to their website. And I'm like. And they're. And they think, well, I want to educate them. and all this. I'm like, dude, you can go look at traffic. No one's going and doing that on your website. They're going on it and bouncing. So I love it. It's just like, here's the thing we. We need you to do. We want you to get this free video that you had the idea of, whatever it is. And they can test different things, but they need to have something. It's like, do this thing so that we get your name, your phone number, and your email.

So I was thinking about this too. Think about, like, if you were to hire a salesperson, right? You hire a salesperson. Like, I need you to get me more clients for. For lighting, right? and that salesperson went. And they printed out this big old brochure, and they go down to the mall. People walking by and they're handing these brochures. Everyone, like, here's brochure. Here's some more education. Check this out. Check this out, right? Like, what would you like that, bro, that Salesperson handed out 200 brochures that weekend. How many sales did he make? Probably none, right? You fire that salesperson because they're not very good versus you put the same salesperson in the mall and there's like, something really cool, a demonstration or something comes over like, hey, give me your email address. I'm gonna give you this. Cool. You know, I'm gonna give you, a. Whatever the thing might be. That Salesperson might get 20 emails or 50 emails in. In the same time period. And now you can follow up with them. Now you can close them. Now you can call. Like, there's. So it's like the brochure model's like what the Internet was built off of. But it's like the worst sales process ever, right? Like, no sales guy makes money handing out brochures and praying that they call you back.

Yet.

Our websites is what most people are doing, right? So it's just like, you shift it where, like, the funnel, in theory, is like, the salesperson that's closing sales for you at 24 hours a day, seven days a week. I was on the profit. And then little did I know you saw something in that funnel was closing you. And I was goofing off with my family, right? Like, it just works all the time.

And one thing I'll add to this, like, again, I have a little bit more persistence than most. I think, like, I accept. I know I'm gonna fail, so I'm just like, get it over with. Like, my first funnel didn't work, and I don't think my second or third or fourth.

The way that most lighting businesses make money is through email

But I didn't give up on it because I had. I had seen so much evidence that it worked for others that I was like, no, I'm going to make this work. And like, even now I, we're, we're, we're constantly like adding new funnels and changing and like, I don't have it perfected. I'm sure you could come in and just like, you'd laugh at the stuff I put up with. Right. But, but it works, it converts. You know what I mean?

What was the first one that you did that actually worked? I'm curious.

Well, I. So I did one. So I. What I did was I got, I got one of your coaches. Okay. I signed up for one of the many offers. Okay. And then I was like, hey, how do I, how do I make this work? Cause I tried it on my own. I couldn't do it. So I got some help and we came up with, what's called a dream book. And that was the first funnel that helped. So I've created. This was before Google Drive, by the way. It was much more complicated then. You could do this in five minutes now. But we had like, AWS hosting. I don't know if you remember doing all that stuff. I'm sure you do. So we did a 100 page dream book. And that was our thing. It was like, hey, download our free dream book to get inspired ideas of our top projects in the Dallas Fort Worth area. And that was awesome. I mean, we got tons of leads off of that and it was way better than being like, hey, we're awesome at lighting. Go to our website and call us if you feel like it. Yeah.

And what most people, I don't know if your audience knows this or not, but like, for us, like the way that in my business, at least in most of the businesses I work with, the, way we actually make our money is through email. Right? Like, and so like you said, you're giving away this free book or something, someone gets on your email list, now you have the ability to follow up with them, to send them emails, especially in lighting. I'm assuming that like, when I, when, as you know, Scott, from, from after our hours Lighting, here In Boise, like 10 years ago, we bought a new house. And I was like, our lighting was all broken and I don't remember. I remember how I came up, across him, but he came, did a free consult, like, mapped out this whole thing, showed us it was beautiful. And then he gave me the bill afterwards, and it was insane. It was a lot of money. That's all I remember. I was like, oh. But I'm like, at that point, I was like, sold. Like, it was so cool. You know. So like a lot of times, especially in your, like in my business where I'm selling a free book or something, like we get a lot of impulse buys. My, I'm assuming with lighting it's not like an impulse buy, right? So it's like you get someone on list, you follow up, you send them emails. Like the more you're building that relationship and building trust and building rapport with them, then over time, then they're like when they're ready to pull the trigger. Now, now, now they're there. But most people like they're waiting for like hopefully the second someone decides that they're ready to do this right now, that they're going to see my ad and show perfectly. But it's like the reality is that doesn't normally happen. Like people are interested looking for examples, looking for ideas. And so the number one goal is like getting them on your email list so you can follow up with those people over time. And then when they're ready, then they show up. And that's one of the, the keys I think a lot of people will miss.

You know that that was huge for me. I remember thinking like yeah, I'm gonna do a Facebook ad and like they're gonna click yes and then I'm gonna make $10,000. Like that's an average landscape lighting job. But like that's just not true. So you get em into that. And I, and I learned that also from you. Like how, what are some ways someone could build an email list? Because every time you spent your you're doing an ad on, on Facebook, Google or anything else, I mean you're paying per click, paying per impression with emails like you own your list.

Scott Land uses reverse engineering to get people to give him their email addresses

Can you talk a little bit more about that?

Yeah. Like you said the very first time you're buying an ad, you're paying for it. So it's always that like that pain initiative, like oh, I just cost me you know, dollar click or $5, whatever it ends up being, right. But then after they get on your email list and I don't know how technical your audience is, they understand like in click funnels or whatever, autoresponder, it builds a list, right? And then you can send an email that goes out to everybody all at once. Or you can say hey, day number one after some someone gives them email address, send them this email and then two days later send this one and five days later send them. So you can build out a whole sequence that automatically just happens behind the scenes. And so for me it's like, I'm always reverse engineering, okay? The end goal is to get them to make a phone call or book something, you know, or have them come to the, to our warehouse or whatever the end goal is. And it's like, okay to get them to do that. If I reverse engineer the process, what would it look like? It's like, hey, I'm going to send them examples. We're going to do that. And like. And so I build kind of an email sequence. You know, it could be three days, could be 10 days, could be 30 days, 45 days. That are. That's kind of touching to get them to show up. Now if you have that in place, then it's like, hey, now, what are all the different things I can do to get somebody to give me the email address? And so, my mentor, Dan Kennedy, he called these lead magnets, was like, you got to create a lead magnet. Get a lead to come to you, right? To magnetically come to you. And so when I started, when I learned about that, I was like, I just got to create really cool things that people want. But it doesn't mean you have to create something hard either. Like, right now, I'm thinking about your industry. Like, you talked about the book you made. Like, you can do something very similar. You go to Pinterest and make a Pinterest board and then just go find 500 of the coolest, sickest, most amazing, like, lighting before and after projects or whatever, just randomly out there. And then the email list could be like, hey, give me your email address. I'm gonna send you my. My favorite Pinterest board of the 500 coolest landscape lightings I've ever seen my entire life. Like, that's interesting. My wife had opted that every day, you know, because that was. She would love to see that. And I didn't have to create anything. I just went to Pinterest and found a bunch of pictures. And that can be a lead magnet, right? The lead magnet could be like, you go to YouTube, maybe someone's already created a video that's like, really cool, showing lighting stuff. And then you go back like, hey, I got this really cool video that I found, that shows, you know, the most amazing thing ever. Give me an email address. I'll send you, a copy to it. Like, it can really be that easy. Or you can go, you can create a book or you can. But the, the key is just like, figuring out a lead magnet. Something where someone's like, I want that thing bad enough, I will trade you for my email address. Like, that's the, that's the, the trade off, right? I'm m gonna give you my real email address. I actually want you to send it to me because sometimes I, you know, I've seen people make, make pages. It's like, give me email and I'll give you this, this thing. And the thing's not that good. So you like fake emails. It's like, make it so good that they, they want to, they want to get the email from you because they want to get that thing, you know.

That's awesome. Well, everyone's going to be super jealous knowing that Scott Ruhoff with After Dark Landscape Lighting did your lights.

He did great. It was so cool. Like, again, he messaged me, a couple of days ago. Then he found out he made a podcast. But yeah, he did an amazing job. We have a, we have a, we're on five acres and it's not a small project, but he did an amazing job and it's so cool. He's like one of the, you know, he's tied into your community.

Community. Like, that's just, that's so cool that it, like, comes full circle.

The other thing that, that I. So here's my recommendation for him and then probably for all your people too, is, every year I message him because during Chris or during wintertime, our lights always break and things happen. I always call him like, hey, man, can you come out and fix everything? And they do. But I was like, if he would have sold me something after the install or after the three or four times I keep messaging him where it's just like, hey, for an extra, you know, 2500 a year, we'll come out twice a year, make sure the lights are working. Like, I would pay for that in a heartbeat and everything twice. And so that's one of those, like, maybe that's something you teach people. If not, it's like, it's such a simple addition because, the worst thing in the world's like, yeah, the lights aren't working. Or we had our lawnmower guy knocked one over and it was like shining our neighbor's yard. He was calling me, yelling at me because it was like blinding him. Like, I don't want to stress those kind of things because, you know, a lot of times, especially with the high ticket, like, again, I don't remember what we spent for, but it was really expensive. You know, having like a maintenance thing happening afterwards is like, would changes. You know, Imagine you get, you know, 100 people on a Maintenance plan like that, I can change your metrics for your business really quick.

So anyway, Scott, you should be doing that. Shame on you, buddy.

Except for me. Too free for me now, since I told you.

Yeah, it was Russell's idea, not mine. well, you. The one. One framework that you always talk about. In fact, you've even said, like, people pay me a hundred thousand dollars a day to come consult them. And it always comes down to, like, one thing. It's not like you're like. Like I'm telling you what the problem is before you even come in. it's the hook, the story, the offer.

Every ad has three elements: hook, story, offer

Can you talk about that? Because that's a framework that I try to. I'm still perfecting. Right. But anytime I try to make a piece of content or come, up with an offer, whatever, I'm always trying to think of that. Where did. Where did that come from?

Yeah, it's. It's actually I remember the day that that, like, hit my head because, I was writing. I can't remember. I think it was writing my second book. I believe I was trying to figure out, like, encapsulate, like, what I do when. When I'm trying to fix something or change. You know, I'm like, consulting somebody. And, and I was going through it and I. And I realized that, like, in every. In every campaign. So this is like the ad, the landing page, the upsell page, the date. In every. Everything we're doing, there's always three. Three commonalities, like you said. So the first one is the hook, right? So hook is the hook is the thing that grabs someone's attention just long enough that you can then do number two, which is story. So telling them the story. Then the goal of the story is to increase the perceived value of the thing you're going to offer, which is step three. So hook, story, offer. And so you see this a billion times a day, right? So every single ad comes out there, and in every ad, there's those three elements. Are there, or the ad's not going to work. But first is the hook. So I always think about this with your phone. Like whenever I'm creating an ad, I think about someone on their phone and they're sitting on the toilet of the couch or something. They're scrolling like a million things. And the hook is the thing that gets them to stop. And like what? Like, that's the hook. It's just like, grabs their attention just long. It's like, wait, what? And they're gonna click the button to, like, Push play or hear your, hear your message, right? So, and so the hook can be a lot of things. It can be a headline, it can be a back, it can be a background. It could be, I've been ads of me, like burning my book, like my book's on fire. And that gets people to stop the scroll just long enough that I can then tell them something, right? So there's the hook and then the story again. The, after you've grabbed that person's attention from it, then you have a chance to tell them a story. And the story, the goal of the story is to, like I said, to increase the perceived value of the thing that you're gonna offer them next, right? So even on an ad, people like, well, I'm not offering anything on the ad. I'm like, yeah, you are. You're telling, you're asking them to click like that's, that's an offer. Like you're saying if you click down below, I will give you something cool on the next page. Like that's an offer. Even though, like they're trading, they're trading a click for something like that offer's gotta be good enough, they're actually gonna click, right? And so there's a Hookstorm offer, an ad, then they click on the thing and then they come to the next page. Now it's your landing page, right? And that page, there's going to be a hook, which is probably your headline, right? And there's a story which is like, what is, what is this thing you're asking for in exchange? And the offer is like, if you give me your email address, I will then give you this, this thing, right? So there's always an offer there. Then the next page, maybe again in the example we said earlier, maybe there's a video, there's. What's the hook on the video? What's the story in the video? Then what are you trying to get them do? Try and get them to call you or to buy something or whatever it is. Then you have an offer. And so every single, every single step has hook, story, offer. And so, when I, when I realized, I was like, oh my gosh, like that. You boil down the essence of everything we do. That's all it is. And so I started testing with our, our clients who would come in, they do these a hundred thousand dollar console days. They come in and I was like, okay, I think this is true. I'm gonna make sure, I'm gonna test this a bunch of times, but without telling them the Answer so that I can make sure it's actually real. And so I, I, we sit down, we map out every step in the customer journey right in the funnel. So here's, here's the ad. Then they're gonna go here, then here, then here and here. And I look at the existing data they had. So they'd be like, okay, right now 20% of people are clicking on my ad and 15% are giving me the email address. And we look at the numbers on each step along the way and then I look at, I look at, you know, page the ads first. My, okay, the ads are good. I think you could get higher. I think get higher. Click through rate. Something's wrong. And it's either, it's either going to be the hook, the story or the offer. Which one do you think it is? And they look at, they go, well, the, the hook is really good. Like, people stop, and the story, like they seem like they're engaged but they're not clicking. I was like, okay, so it's probably the offer. They're like, yeah, okay, so make some more ads where we just change the how can we make that offer better? You know, and then they give up, come up a bunch of ideas for themselves. Like, okay, cool, look at the next step in the page. The next page you're asking for their email address. So, man, this looks really cool. You know, right now we're at 20%. I think we can get to like 45, 50% opt in rate would be the goal. So something's not right.

How do you scale your advertising funnel after getting all the pieces working together

See the hook, the story, which one do you think it is? And then they're like, and then they would tell me. And then I go, okay, and we, the next page. And we go through every single page. And sure enough, every person we took through that process by looking at that, it was always one of those three things. And they could usually identify it when I just asked them the question to have them tell me it back. and so it became really cool just because those are the core elements in every single step. And so when you realize that, it's just like, I just got to tweak those. And so the way that I do something, I'll build a funnel, we'll buy some ads, we drive traffic to it and we let people kind of go through the funnel and we see the numbers, right? And we'll let it run for a week or so and then we come back and we look at it and say, okay, based on this funnel, you know, what was numbers on the Ad, opt in page, sales page, whatever the things are. And then we kind of know like industry standards on what things should be on each step and right, hey, this is within good standards. Cool. We're not gonna touch that. Like, ah, this one's low, like it's only getting 12% opt in rate should be about double that, you know, so okay, how do we fix that? But the sales page is doing great, so everyone gets there, it's great. But this, this piece missed or the ad and then we just tweak those things. and it's cool because a lot of times what happens, we'll launch a funnel and, and that first week we'll drive a bunch of traffic to it and then it doesn't, the numbers don't shake out. We go back, make those tweaks, then we test it again for the next week and next time we see what's working, what didn't work, and then we come back, test again and usually within two or three times of us doing that hook story, offer process, then the funnel is just perfect and it works. And then it's like, okay, now we can start buying money and we spend more. And I know this is be different metrics for your in probably for your business, but in our world it's like if we can get a funnel where you put a dollar in advertising in and you get $2 back out, that's like that's always the goal, right. And as soon as we do then we try to scale it. So like our job, our goal every time we get a funnel done is how quick can we get to the spot. We're spending a hundred thousand dollars a day. Like that's the. Because I'm putting spend 100 grand a day and I'm getting $2 back out. We're, you know, like that's fantastic. And so that's like the metric we're always looking for is we, we do these tests and tweaks. As soon as we get a spot where we're putting a dollar in and ads or two hours back out, then it's like putting as much as much money ads as you possibly can. And so that's the, that's how you start scaling after you get the, you know, all the pieces working together.

I see a lot of people making really cool videos, but their hook is weak

Very cool. No, I appreciate you breaking it down. I'm wondering if you, if you see common trends and I know you, you're not usually working with landscape lighting companies. We're trying to tailor the message a little bit. But is there, is there a common trend where you're like, oh, there. Like, I see a lot of people making really cool videos, but like, their hook is always weak. And I'm talking about myself. Like, I can make a video that shows someone how to make an extra hundred thousand dollars and it gets like 200 views. And so I'm assuming if you were to look at it, you'd be like, which one do you think it is? Hook, story. is there one? Is it the hook? Is it usually the story? Is it the offer? Like, where do people usually kind of fall off?

Yeah, I think the place that people miss, like the mistake people make most often is they're looking a lot of other people's ads and they try to model them and they're forgetting about like their actual customer. this is like the biggest secret of marketing. Like, the more you understand like your actual customers and their things and you create the thing that speaks specifically to them. Like that's the, that's the hardest thing. So it's not necessarily, it's always, you know, always the hook or the story. It's usually like, it's a, ah, it's a message to m. Market mismatch, right? Where it's like they're doing this thing over here. But the market, like, for example, we have offers that are like, you know, again, you know, you've won one of them. We have a two comic club award, which means someone made a million dollars in a funnel. So we have ads that go out that talk about, you know, this result a million dollars. And it attracts a group of people for sure. But there's a bigger group who are like, that's not possible for me or it's a scam or I don't believe it or what. You know what I mean? And so like, for the, for the, the masses of my audience, the messaging of of two comma club is, is too big and they don't believe it. Even though like, like this should be like, who doesn't want to make a million dollars? It seems like it should get everybody right. But the majority of actually if you look at, if you study nlp, it's really cool. It talks about directions that people move in. People, make decisions based on either moving towards pleasure or away from pain. Right. A lot of times, especially as US entrepreneurs, entrepreneurs traditionally, make decisions to move towards pleasure. Like they want to make more money, get a bigger house, get a better car, more free time. That's what they're doing. But the masses of people, usually our customers are trying to get out of pain, right? And so like, and so when you realize that, it's like making a million dollars is aspirational, but they don't believe it. They just want to get out of pain. They hate their job, they hate their boss, they don't like their current situation. So for them it's like, hey, how to make an extra 300 bucks a month for some people? Like, that's way sexier than this other thing, right? Or how to. And so it's like, it's understanding the customer in a really deep, like, deep way where it's like, is my customer? Are they aspirational? Moving towards pleasure? Are they moving away from pain? Oh, they're more moving away from pain. Therefore, how do I speak to these guys differently? So, like, you. We have, this is, this is coming soon. So we have this new award called the 1 comma Club Award. So we're doing this in January, doing a launch called 1 comma Club Award, specifically because I think it'll attract a hundred times more people into our world. Like how to get your first thousand bucks, then you know that, like, so you can fire your boss, so you can take a vacation, so you can finally like get out of payment, you can pay off your student debt, you can get out of your credit card. Like that messaging is going to resonate way better than this aspirational thing for most people, you know, I mean, so that's usually the thing. Just like really understanding the market and who the person you're trying to get and then crafting both the hook and the story and the offer really to speak to that person is where a lot of people make the mismatch, you know?

Yeah. Very cool. Now I appreciate you sharing that. And what's cool is you've already shared a couple examples because you have the perspective now of being like the master funnel builder. But also you're a homeowner, you're a client of landscape lighting. Like, you understand a little bit about like how lighting makes you feel and what does it do for your family and like when those lights are tipped over, when they're not all sudden they don't come on one night, like, life is a little bit different. Yeah. If you, if you could kind of put yourself in that mindset a little bit. But then also like, okay, if you were to like help the struggling, you know, landscape lighting business owner, what, what would your, like, I don't know, would you pick YouTube? Would you pick Google, Facebook, Instagram, Tick Tock? What, what would you do to, to start Marketing for your lighting business.

Oh, that's a good question. let me ask one question first so I understand.

So most of your audience, how do they currently get their customers

So most of your audience, how do they currently get their customers? Like is it, are they doing online stuff is more offline and then when someone's coming in, are they, is the goal to get on a phone call for them to come to them, for them to go out to their house? What's the, what's the mechanism where they normally sell?

I would say this. So a lot of people are, they wear like the badge of honor, like hey, we grow by word of mouth, which means we're awesome and we don't want to make more money, right.

That somebody tells about, tells us about.

So that's kind of their strategy. But then when they do get the courage to take a risk and like throw some money at Google or Facebook, it's a flawed strategy to start with because they don't have like the whole funnel. They don't have all the stuff, right. So they'll throw money at something, try it for a couple months and they're like, oh yeah, that, that doesn't work. And I'm like, what do you mean? Like Google Ads works. It just didn't work for you. Like that just means you did it wrong, right? And so that's the idea is always to like do an ad, whether it's direct mail or on online or truck wrap, you know, door hangers, whatever it is, and then get a phone call, pre qualify on the phone and then go out and do like a, an hour presentation, meet with the homeowners and I teach them to like close the deal on the spot, give them a design, give them a price and help them make the right choice right then.

Yeah, very cool. So if it was me, what I would do, is I'm assuming these guys already have a few, at least a few customers happening. So this is not like if I starting from scratch, but I've got a couple customers, I would go back to anyone. Because lighting, at least for me is very experiential. Right. When I saw what it would look like, I was like, oh, that would be so crazy night. People come to our house and they see the, you know, so it's very experiential.

So did he do a demo?

He didn't buy, we just bought the house. And I remember, there was a lighting system prior, but it was, didn't work at all. And so then I was like trying to figure out how to fix this. I was googling. I saw a Bunch of pictures. And I saw these people's lights and I was just like, ah. So I was visualizing what our house could look like if that was. You know what I mean? And then I again, I must have googled or something when I found him and had him come out. But.

But now there's renderings which people can do pretty quick on chat, GPT and AI and stuff. So that like, that's what I'm telling people is like, it is experiential. Like show them, what's possible. They're not, they're not your like1 comma customers that are running from fear. Like they want their place to be. Remind them of the vacation they took. And like every night they come home, they're like, I can't believe I get to live here.

Yeah.

Yeah.

So what I would do is, I would say, so again, let's say, Scott comes back to me and says, hey Russell, your yard's amazing. We love it. Can we feature. Showcase this to other people in the area? And I'd be like, sure, man. I don't care. So have him come in at nighttime, like film again. Film the experiential of like of my home and outside. That kind of stuff. Right. And make a video. And then what I would do is I knowing that like geographically this is where my house is. And I would say, okay, what I want to do is I want to like on. On YouTube and. Or sorry, like on. On Google or Facebook, whatever. You can like pick an area to. To like blast and just have it covered. Right. And so I would have an ad that's just like, hey, do you want to see, behind the scenes, one of your neighbor, one of the houses in your neighborhood, the lighting job we did for them. Right. And show a couple clips and like click here to be feel see the before and the after of the thing. So you got the pictures, the ads. And again it's. It's targeting just a really small area. and so you can spend way more money. Like we do this a lot with dentists where, we have dentists who do like these invisalign funnels. And then they go and they find the wealthy neighborhood closest to their practice and then they just blanket that. So if you live in that area, you're seeing invisalign things for them and it's not very expensive because you're only targeting like a really small radius. and there's blanketing that. Right?

I would go over and over.

Yeah. And it's just like. But it's, you know, it's like, who's most likely to buy? It's not everyone in Boise, right? For Invisalign, it's like, it's. It's more affluent neighborhoods like that. They're going to have more money to buy Invisalign. Right. For you guys, it's probably similar. Like, especially my, you know, my neighborhood. Like, there's. I have a whole street of huge houses and most of lighting. Like, I would be. I would take that thing and I would blanket the area around me. and then I would go and, I'd actually, if it was me, I'd be also doing offline. I'd go and, like, drop a flyer off every single person's house up and down the street. Like, hey, you want to see Russell Brunson 100? Dude, I'm hardcore offline guy. Yeah. I'm a Dan Kennedy student, man.

The lead magnet could be as simple as, like,

He yells me if I don't send, physical stuff in the mail. Still, I love it.

I love it. I know. I'm like, Lindsay's. She doesn't do this anymore, but she used to be like, well, what if lighting doesn't work? What if I'm like, dude, I'll go knock doors? Like, I'm not afraid of hard work. Yeah.

The thing about it, because, like, my neighbors, like, I would want to see if my neighbor, like, just got their lighting done in the front yard and backyard, like, voyeuristically, I'd want to see it. And they're like, hey, you know, throw a thing out. Like, hey, Brunson's got a yard. Click here to check a video before and after. Like, everyone on my street would watch it because they'd all want to know, and I'd want to know if it was my neighbor. Right? So you go back and see it and it's like, oh. And then the. The lead magnet could be as simple as, like, hey, if you want us to do a, now that you told, you can do 3D renderings on. On chat, GPT or whatever, just be like, let us know. The, Let us know if you're interested. We will pull, from Google Maps and other places, the pictures of your house, and it will send you a. A mockup of what it's going to look like. And since someone opts in for that, then you go and you can grab the stuff, send them the picture, follow up the phone call, and then be like, hey, here's the thing. Can we come show it to you? And each house you do should turn into three or four more houses, you know what I mean? If you do it correctly. And then that's like word of mouth where you're stimulating the word of mouth by like showing it to all the neighbors. Because as much as like word of mouth works, some of my, to one or two of their neighbors versus you're blanketing everyone in their vicinity with the house and they keep seeing it and then people are going to drive by night and see it and they're like, now it becomes this like spectacle where like they want to actually, you know, participate. And so as far as like where would I advertise? I mean Facebook I think is got the best buyers for this. Facebook's an older demographic. It's usually people have more money in their, a little older, Instagram. The other ones are starting to trend more that way. But Facebook's where I would focus on. And then obviously I do local search as well. But I think Facebook ads and local search would be too, that I would focus on myself.

All right, very cool.

How would you grow your Dream 100 list for a landscape lighting business

I got one last question for you. It's around your dream 100 even before you, you, you. I learned about the dream 100 from you. That's, that was our strategy to grow our, our lighting business. I mean we did over a million dollars a year just from referral partners. And it was easy. It was like, well, yeah, these are all the high qualified people. Like if their home builder, their landscaper, their interior designer says use this lighting company, they're going to use them.

Yeah.

How can someone use, how can someone use funnels? Like what would be the strategy there? Is it, is there an outreach strategy? Is there a funnel? Like how would you grow your Dream 100 list for a landscape lighting business?

Yeah, great question. so I have a friend, he just showed me this like a month ago and I was like, I can't believe I haven't been doing this the last 10 years of my life. But he has a funnel specifically to recruit partners to promote his products. Right. And so it's, it's very targeted where it's just like, hey, you know, we're looking for partners to da da da da. And then he just buys ads specifically to very much to just like how to explain it like not, not to the end customers. It's promoting just to like the potential is a little different because he's targeting, he's able to target the whole country with you guys to be a little harder I mean you could go, you could go and like, do city, of commerce. What's commerce? Just getting email addresses. Because you get email addresses of, of the people, the right businesses of people who do referrals. Right. You can take, you can take, I think you have at least 100 email addresses. You take those email addresses, you can upload them to Facebook and it make a custom audience and you're like, just show this ad to those hundred people and it'll just blanket those people, you know, all the time. So you're like, hey, I'm, I'm a local lighting guy here in Boise. I'm looking for partners who are landscapers that are. This is one of you. You message down below. And we're trying to find someone and I would, I would position it probably right. We have tons of clients that are high end. They're looking for your services. Let us know so we know who we can, how we can connect you, connect you with them. Right. So it becomes a benefit. Yeah, it comes a benefit for them. and then you can obviously cross promo back and forth.

Forth. I love it. Dude. That's so simple and so awesome. that's cool.

The Dream 100 is the way you grew it, man, originally.

That's yeah.

So cool.

I mean, it didn't start that way. It started with knocking doors and then, then I had enough money to actually invest in advertising and then it was like, man, how do we get in front of these massive homes? Like, they don't respond to direct mail like someone else does, you know, and it's like, oh, well then all sudden we got a referral from a, landscaper and you're like, I wonder if other landscapers would refer us, you know, or wonder if other. Once you find an interior designer, like you're in. They take, they, they, they own the checkbook. Like the homeowner doesn't even get to make choices at that point.

It almost makes you think about like, not the same business. I have a friend who's a chiropractor and he was struggling selling chiropractic and so then he hired a masseuse to work with him because he's like, it's way easier sell massages than chiropractic. And so they use the masseuse to get people in the door and they do other stuff. It's almost like partnering or hiring an interior designer just to be the person out there doing interior design work to bring the clients back to you isn't actually a bad strategy. So, not that you want to build a whole side business, but the right person could be a great, you know.

Yeah.

Bringing leads in.

I'm with you. I'm totally with you. Well, man, I just want to thank you for coming on. You've had, an amazing ride so far. You've got new, York Times bestseller. If you guys, you know, check out dot Com Secrets. you've been partners with Tony Robbins, Dean Graciosi, many others. What. What are you most proud of at this point? Oh, man.

You know, I think for me, it's like, when I got started in business, I wanted to figure out how to make money. And then I started making money, and it was really weird because it was surprisingly, unfulfilling. And I was like that thing where it's like, this doesn't make sense. Like, my whole life is what I wanted and I got it, and it's not what I wanted. And then, somewhere along the line, some of our students started having success. And it was this really cool thing where I would look back at, like, what they were doing and, and success they were having. And that, like, that's what gave me fulfillment. I was like, oh, my gosh, this is the coolest thing. Like, seeing their results felt way better. In fact, I'll tell you a quick story, because it's my favorite story. Like, you know, growing up, I was a wrestler. Like, state, champion, took second place in nation, wrestle in college. Like, I, like, the greatest feeling I ever had my entire life was like, I'd win a match, I get my hand raised like that feeling like. Like, I. There's nothing. There's no high I'd ever. Ever had prior or since then. That was better, right? And I remember getting into business, like, trying to get that high again. It was never felt as good to get m. My hand raised, but it was good, right? and then I remember, I have twin boys. And so my twin boys, and they got into, eighth grade, they started wrestling. And, the first of the season, they started wrestling. They hated it. So I was like, after day one, they wanted to quit.

Emmett started wrestling when he was younger. He wasn't as Wasn't as athletic

I'm like, oh. So I called the coach. Can I help Coach the next Emmett there in the wrestling room, try to help them to do it. And one of the twins kind of picked it up, and he's, you know, he's able to do well, and he was winning most of his matches and stuff. My other son, his name's Bowen, he just. He. He just. He wasn't as Wasn't as. As athletic. He was smaller and just couldn't quite figure it out. And, And he would go every day. We'd go to practice and we'd have the matches, and he lost every match. He'd get pinned, he'd get thrown to his back, and just like. And so afterwards, we'd work after the practices, and then at our house, we would practice and we'd go back and forth, and we kept doing this and. And week, after week, week after week, he would practice so hard to let me lose. We lose. And just the whole season, he lost every single match. And I was just devastated. Like, I wanted him to do it, he wanted to do it. He just couldn't. He could not be anybody. And then I remember, it was the last duel meet of the entire year. I think we had two schools. We were wrestling, and we went out there, and I was just praying, like, man, please let him win one. Like, he's been trying so hard. And he goes out there and he's wrestling this kid, and the match is happening, and, when it all ends and ref blows the whistle, he stands up and he won. And he, this look on his face, he jumped up and he ran over, and the ref raised his hand, and then he does, like, weird little jump, and he ran and gave me a hug. And, I remember just, like, breaking down crying, and I was like, whoa, that felt so much better seeing his hand get raised than mine ever did. and that's what I feel like, for me, that's what I'm most proud of. I always thought it was gonna be like, oh, we built a business that did a billion dollars in sales, partner with Tony Robbins. This month, I was on Success Mag, the COVID of Success Mag. That's so cool. The only thing that was actually the best feeling is the people you coach, and you see them do it, you see them change their students like that. That became, like, the obsession. The drug for me is just like, man, I love seeing other people get the success. and it feels so much better than your own. So, yeah, that's. I think the legacy is the community we built. The people, the. The results like that just. That's what. That's what keeps me going and why it's so much fun.

So thanks for sharing and thanks for paving the way. I mean, I. I can't believe what, like, what I get to do with my life now. All because I came to one of your events. I watched the show, the profit. we, you know, we got the Podcast. We do our own events now. We've got our own coaching business, landscape, lighting, Secrets. And we, we have our own awards program now. I mean, I'm basically just like, okay, what's Russell doing over here? Okay, we'll do that over here, you know, and like, it's amazing. We've, we track this stuff now. And to date we've helped our clients generate an additional $56 million in their business.

Like, so cool.

That's insane. It doesn't even make sense. And there's. The ripple effect of what you're doing is just awesome, man. So I just want to thank you for everything that you're doing. I don't know how you keep doing what you're doing. I'm like, surely he's gonna get tired and go to sleep one day. But like, it's epic. You're an inspiration to all and I really appreciate y' all and thanks for coming on the show too.

Yeah, man, it's great to reconnect. And yeah, like when you, you messaged me somewhere along the line the first time in messenger and, and I saw. And I've always like, kind of nervous, like, oh no, like, I don't want to ruin his life. He comes in here, doesn't work for him, whatever. And then like to see what you've built afterwards is just really inspiring. And yeah, it makes me happy. So I'm glad that we have a chance to do this and next time in Utah to go hang out and go to Belgian waffle or something. It'd be fun.

I know. Is it still there? I think it is.

Oh, it's definitely still there. I love Belgian waffle.

Cool.

One to many selling is about putting together groups and doing one sales presentation

Well guys, I actually forgot to say, you've got an event coming up here in a couple weeks. It's a virtual event selling, online. I attended this thing and we haven't. We have a link. We'll put it in the show notes. It's selling online. com, ryan and what, it's like a hundred bucks?

Yeah, it's 100 bucks. A three day event. And we teach is what's called one to many selling. which is cool because a lot of you guys are probably doing one on one sales right now. Imagine if you shifted the, the frame and the funnel in your head a little bit, right? Instead of doing one on one sales, what if you did, you created some kind of event or something. You brought 10 people or 20 people or 30 people in at once and you made a presentation, you closed half of them like that's what one to many selling is. And in the coaching business, people were like, are more aware of it, but we're seeing it happening now. I have a friend who's a financial planner. They were going door to door doing, kitchen meetings and they learned this process and, a little while ago they did a webinar. They had over a thousand people on the webinar and they did the same kitchen table pitch, but they used my structure and stuff and they signed up like 150 clients in a day. And it was just like, that would have taken us 10 years knocking doors to be able to do that. We did it in a day. It's just shifting the way you think about, about putting together groups and doing one sales presentation to a lot of people. And I haven't seen anyone do it in the lighting industry yet, but I think that you guys could. And so anyway, if you want to come, it's 100 bucks and it'll be, you'll learn the skill set, how it all works. That's pretty fun, guys.

Go do it. I'm, I'm, I'm determined to make it work for the lighting industry. I'm thinking of like Dream 100 referral partners. We could be doing these one to many sales presentations. Guys, I'm telling you, I, I used to not think this stuff was possible and now here I'm doing it. I'm making offers from stages like Russell doing one to many, all these things. So go check it out selling online. com, ryan and get your ticket. thanks again, Russell. Appreciate you, man.

Yeah, thanks, Ryan. Great seeing you too.

Just go implement everything he said, guys. Get started

All right, guys, now the hard part. Just go implement everything he said. That was awesome though. Guys, go do it. Get started. We'll see you on the next episode.