Building a Community of Fans Using Email - 5 Day Lead Challenge - Day 4

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YouTube Transcript: English (auto-generated)

00:01

good morning everybody welcome to day

00:04

number four let’s put in the chat our

00:06

favorite thing that we’re most excited

00:08

about

00:08

today day number four and while we’re

00:11

doing that get on your feet and please

00:13

welcome to the stage

00:14

mr russell brunson

00:22

hey hey everybody good morning good

00:25

morning how are you guys feeling out

00:27

there today

00:28

we’ve got people from all around the

00:29

world we’re super excited to see you

00:30

guys today

00:31

and congratulations you made it to day

00:33

number four you would be

00:35

blown away by how many people will go

00:37

and they’ll be excited to change their

00:38

life and they will buy a book and they

00:40

will get it and they’ll

00:41

be so excited to read in the read

00:42

chapter one and then they’re about to

00:43

start chapter two and then they don’t

00:44

and they never get to chapter two or

00:46

three or four or five and they go back

00:48

to the life they had before right you

00:50

know how people go and they buy a brand

00:51

new course they’re so excited to learn

00:52

this topic this thing and they go

00:54

through they watch module number one

00:55

they’re excited then they

00:56

just kind of end okay and the same

00:58

thing’s true here right day number one

01:00

we had eleven thousand people on live

01:02

day number two is a little less the

01:03

number three a little less and so

01:04

each day kind of shrinks and the people

01:06

uh who make it this far

01:07

are proving to the world praying for the

01:09

universe proving to god whatever it is

01:10

you’re worthy you’re looking that you’re

01:11

trying to figure these things out

01:13

okay and those who push through those

01:14

type of things the ones who have success

01:16

so if you’re here today you made it

01:18

today number four you’ve been doing your

01:19

homework assignments you’ve been stay uh

01:21

keeping up you’ve been doing all the

01:22

pieces um you’re the people who will be

01:24

rewarded because of it okay it’s true

01:26

in all aspects of life okay i am

01:28

coaching my kids wrestling team i see

01:29

right now

01:30

the ones who are having success the ones

01:31

who show up the ones that put in the

01:32

time to put in the effort

01:34

the ones who don’t are the ones who are

01:35

struggling okay so if you’re here today

01:37

despite all the craziness

01:38

happening around the world you’re

01:40

showing up you’re trying to make your

01:41

life better your business better

01:42

i want to congratulate you for doing

01:43

that okay so that’s number one

01:45

we’ve been covering a lot of things so

01:47

far the last three days you’ve had a

01:48

chance to hear me talk a lot

01:49

i’m excited because today and tomorrow

01:51

the last two days of the five-day lead

01:53

challenge i have guest speakers are

01:54

gonna be here with

01:54

with uh with me today helping uh which

01:56

i’m really excited for and so

01:58

the first guest speaker i’m gonna

01:59

introduce her here in in a little bit

02:01

um and she’s gonna be going deep into

02:03

the email side of it right

02:04

okay we talked we’ve been talking all

02:06

these things all the things we need to

02:07

start generating

02:08

leads and get leads and the questions

02:09

now that i have them what do i do with

02:11

them

02:12

right i’ve got these leads like i don’t

02:13

want to mess them up i don’t want to

02:15

i want to make sure they like me like ah

02:17

i remember when i first got started in

02:19

this business

02:19

um you know and i learned about legion i

02:21

was excited i started generating leads i

02:23

remember the leads were coming in

02:24

and i was like now what do i do with it

02:25

do i i got i don’t i don’t know like do

02:28

i send an email do i not i don’t want to

02:29

offend people

02:30

i don’t want to send emails too often

02:31

like i was so scared of all the

02:33

different things

02:34

i remember in my head i was like okay

02:35

i’m missing out one email a month

02:36

because i don’t want to offend him or

02:37

annoy him or

02:38

you know so i was like very very careful

02:39

and uh and i built a list up to a couple

02:41

thousand people i remember sending email

02:42

being so stressed out

02:44

and so much stress and so much anxiety i

02:46

sent the email out

02:47

i’m just waiting for people to like yell

02:48

me and of course i got some unsubscribes

02:50

i was all like depressed like oh some

02:51

people don’t like me now or

02:53

a couple people are angry like why are

02:54

you sending me because you asked me to

02:55

send you emails and i remember being

02:56

like

02:57

i had so much anxiety behind it okay my

02:59

goal my goals for today is help you guys

03:00

get rid of that anxiety because at first

03:01

it’s gonna be kind of weird

03:02

okay but people came to you right you

03:05

didn’t go and follow them you didn’t

03:06

chase them

03:07

they saw an ad they saw you drive

03:09

traffic they came to your thing they saw

03:10

this lead mag they were so excited for

03:12

it they gave you their email address

03:13

because they wanted that thing

03:14

you then gave them this thing this

03:15

framework you created they’re going

03:17

through it they’re getting

03:18

value okay you understand this is the

03:20

the spot

03:21

in someone’s life that they’re that

03:22

they’re uh interacting with you right

03:23

they just got this lead magnet they got

03:24

this value like this is amazing

03:26

and also you send an email now they know

03:28

who you are now they’re excited to get

03:29

to know you to build their relationship

03:30

with you

03:31

okay if it goes back to uh we talked

03:33

about the value ladder

03:34

yesterday if we go back to that analogy

03:36

of dating right if you’re going to date

03:37

with someone like an amazing experience

03:39

guess what you don’t want to do just

03:41

ghost them for the next six months

03:42

because i don’t want to offend them or

03:43

you’ll

03:43

be annoying whatever right if you do

03:45

that the relationship very quickly

03:47

disappears and dissolves

03:48

i remember because i was sending my

03:49

email once a month and and every time i

03:51

send the email once a month

03:52

uh i get tons of people like who are you

03:54

they couldn’t remember who i was because

03:54

there was so much distance between when

03:56

i got the lead magnet

03:57

and when they actually had a chance to

03:58

hear from me okay i remember i had this

04:00

friend i met and he told me

04:02

and i don’t know if i recommend this but

04:03

he was emailing his list twice twice a

04:05

day and i was like what

04:06

twice a day he’s like yeah he’s like i

04:08

wanna make sure people remember who i am

04:10

right and i was like okay i’m not gonna

04:11

do twice a day but maybe i’ll do twice a

04:12

month

04:13

so i started sending out two emails a

04:14

month what was crazy is my income more

04:16

than doubled

04:17

right people remembered who i was

04:19

because i was uh communicating more

04:20

often now

04:21

okay twice a month what if i did it oh

04:23

what if i did it once a week so i said

04:24

i’m gonna email my list once a week i

04:26

shifted once a week

04:27

and guess what my income more than

04:29

doubled i was like huh people aren’t in

04:30

a way to hear from me what if i send out

04:32

emails a couple times a week

04:33

okay and so you you’ll find this thing

04:35

is kind of counterintuitive sometimes

04:37

we’re nervous we have these leads i

04:38

don’t want to mess up the relationship

04:39

with them so i’m not going to send

04:40

anything

04:40

it’s not the case you want to be

04:41

building a relationship sending out

04:42

emails you need to know them

04:44

okay you guys can get emails from me

04:45

every single day in the morning and the

04:47

night about this right like hey they’re

04:48

about to start jump on and afterwards

04:49

okay here’s the replay if you missed it

04:50

right

04:51

i’m building a relationship i’m keeping

04:52

the doors open and yes some people have

04:53

been annoyed some people have

04:54

unsubscribed some people left my world

04:55

and i’m happy they’re gone

04:57

okay because you guys are the ones who

04:59

are worthy enough to get this

04:59

information actually do something with

05:01

it

05:01

okay and so your people will follow you

05:03

they will listen to you they’ll be

05:04

excited to hear from you and so

05:05

don’t be scared of emailing that’s a big

05:07

very very important part okay but of all

05:08

the email parts the things that’s the

05:10

most important

05:10

is when the lead first comes in what are

05:12

the emails you say

05:14

okay if you’re not careful uh you can do

05:16

it wrong and you can distance them you

05:17

can you know all sorts of things

05:19

can happen but if you do it correctly

05:21

you can build a relationship with them

05:22

that relationship will stick and they’ll

05:23

be more likely to buy from you

05:24

uh moving forward in the future okay and

05:27

so that’s what we’re talking about today

05:28

uh and i’m excited for it because um as

05:31

much fun as generate leads are

05:32

um you don’t make money from generation

05:34

leads you actually make money from

05:35

emailing the leads and selling them

05:36

different products and services and the

05:37

things that you have to offer

05:39

and so this is where we start

05:40

transitioning from the lead generation

05:41

to actually

05:42

monetizing and making some money so

05:44

that’s kind of what’s happening so

05:45

that’s what’s happening today

05:46

um and then tomorrow we’ve got another

05:48

special guest coming and uh

05:49

her name is rachel miller she actually

05:51

got here last night which is exciting uh

05:52

she flew in

05:53

um and uh she’s gonna be talking about

05:55

how to actually generate the traffic

05:57

okay because now we’ve got the system in

05:58

place you have the lead bag you have the

06:00

funnel now we have the email so

06:01

everything all the structure will be in

06:02

place

06:03

and now he’s gotta go and take traffic

06:05

and dump it into the top of this funnel

06:06

and people start coming through they

06:08

start getting a lead magnet they’ll

06:09

start getting the email sequences and

06:10

everything else to start taking care of

06:11

herself so that’s happening tomorrow and

06:13

she’s gonna be talking about ways to get

06:14

traffic that are free which is exciting

06:15

some of you guys don’t have budgets yet

06:17

and so we’ll be going into that um and

06:19

so that’s kind of the game plan

06:20

you guys excited for today and tomorrow

06:22

um awesome i hope you guys have been

06:23

enjoying this process i’ve been enjoying

06:25

it so far it’s been so much fun coming

06:26

in

06:27

and speaking and serving you guys every

06:28

single day um you know it’s been

06:30

with all the craziness happening around

06:31

i haven’t had a chance to do this kind

06:32

of thing that often uh recently

06:34

it’s just been a lot of fun to come back

06:35

and kind of reconnect with everybody so

06:36

with that said

06:38

i’m gonna bring out our special guest um

06:40

she’s someone who i had a chance to meet

06:42

um back about the time that we started

06:43

click funnels um she kind of came to our

06:45

community

06:46

and got to know her and um it’s been so

06:48

much fun watching her

06:49

blossom and grow over the years and

06:51

she’ll kind of tell her story a little

06:52

bit here but

06:53

she never thought she was going to

06:54

become a copywriter writing emails or

06:56

any of those kind of things

06:57

and now four or five years later here

06:59

she is she’s had a chance to speak a

07:00

funnel hiking live she’s a chance to do

07:02

a lot of trainings inside of our

07:03

community and she’s here to train you

07:04

guys so with that said let’s put our

07:05

hands together

07:06

for yada golden

07:10

hey hi this is thank you so much for

07:14

having me

07:16

so we are so excited to have her here so

07:18

um first off for those who don’t know

07:20

you want to introduce yourself and kind

07:21

of tell some of your

07:22

your story about how you how you got

07:24

here yeah absolutely so

07:25

i mean i met you what like four five

07:28

maybe six years ago at this point and

07:30

i was in such an interesting part in my

07:33

life like i had just come out of a

07:35

divorce i had two kids that i was now

07:37

solely responsible for and i say to

07:40

people all the time i’m like i had to

07:41

adult for the first time in my life like

07:42

i had to pay insurance i had

07:44

you know uh rent to pay all of these

07:45

things and i was really looking for a

07:47

way

07:47

that i would be able to do that without

07:50

giving my time to a job like i was like

07:51

i don’t want to have a job

07:53

and that was a realization that i really

07:55

came to when a girlfriend of mine

07:57

i don’t know if i’ve told you this story

07:58

she looks at me and she says well yeah

08:00

you can always get a job

08:01

at nordstrom and this fire like ignited

08:04

inside of me and i was like ugh

08:05

i don’t work at nordstrom’s i shop there

08:08

you know and it was this like moment of

08:09

indignation and it’s

08:10

nothing against people who work in

08:12

retail or nordstrom’s or anything like

08:13

that

08:14

but something inside of me came alive

08:15

and was like you’re you’re meant for

08:17

more than that like you’re capable of

08:18

more than that

08:19

and so that’s really how i kind of like

08:21

stumbled into your world into

08:23

entrepreneurship and online business and

08:25

all of those things

08:26

and the only thing that i knew that i

08:29

was

08:30

good at at that point was relationship

08:32

right i was like

08:33

i know what went wrong in my marriage

08:35

and i know why it ended

08:37

and i was able to uh create a really

08:39

good co-parenting relationship on the

08:41

back end of it

08:42

and so what i did really was going on

08:45

facebook and i started sharing the story

08:47

of what happened

08:48

and why the relationship fell apart and

08:50

what i had learned and what i was doing

08:52

to move forward from that and the most

08:55

interesting thing started happening was

08:56

that people started reaching out to me

08:58

and saying oh my gosh you’re navigating

09:00

this so gracefully like

09:01

how would you handle this i have this

09:03

going on in my life can you help me

09:05

and that was this real aha moment for me

09:07

where i was like wow people are actually

09:09

looking for help in this thing that i

09:11

have experience and expertise in and now

09:14

i didn’t think at that point that i was

09:15

an expert i was like

09:16

an expert yeah no i was like these

09:18

people are crazy don’t they see the

09:19

disaster that i just created

09:22

but luckily for me that my new partner

09:23

james at that point

09:25

had been in business for a while and he

09:26

says well why don’t you become a

09:27

relationship coach

09:28

and that was really the first inkling of

09:31

like hey you could actually start a

09:33

business

09:33

and i’m curious because i know a lot of

09:34

people if you don’t have a business yet

09:36

and you’re not phased you’re trying to

09:37

figure out your business

09:38

um i think a lot of times we look at

09:39

some of that and like the first the

09:41

first question is like well i’m not

09:42

worthy i don’t

09:42

like what makes i just went through a

09:44

divorce like i don’t feel worthy

09:46

what was it or why was the reason you

09:47

you were able to say like okay i’m gonna

09:49

try this i’m gonna i’m gonna take that

09:50

leap of faith even though i don’t feel

09:52

worthy

09:52

at this point or don’t feel ready yet oh

09:54

yeah no i thought they were crazy like i

09:55

was like you guys are asking me for help

09:57

this is nuts

09:58

um i think it was really that desire

10:01

to build something for myself without

10:04

giving away my time i was like i don’t

10:06

want to go get a job and pay somebody to

10:08

watch my kids while i’m there you know i

10:10

want to be able to be with them

10:12

and so it was really it was really a

10:14

leap of faith it was just like can i do

10:16

this

10:17

and can i be do i believe that i can

10:19

help somebody

10:20

be better off than they are right now

10:23

and the answer to that question was yes

10:25

i was like i’ve read books like i’ve

10:26

done this for myself

10:28

i know that i can figure out how to help

10:30

somebody else

10:31

get this result for themselves um and

10:33

and that that was kind of it i think the

10:34

hardest part honestly was making that

10:36

first offer

10:37

was when i was like okay well i’ve been

10:39

talking to you on messenger for a while

10:40

and i know you have the issue that i

10:42

have and i can help you solve it but

10:43

like

10:44

are you gonna pay me money you know then

10:47

even today people are like how do i do a

10:48

cta and i’m like it’s okay

10:50

just take a deep breath and like believe

10:52

that you have

10:53

something that can help somebody else

10:55

yeah so yeah so i mean and then we could

10:57

fast forward like a ton of time right i

10:58

was in inner circle i started

11:00

learning about internet marketing

11:01

started learning about facebook ads

11:02

started learning about

11:03

click funnels and just all of these

11:04

things and i was hitting my head against

11:06

a wall because

11:08

the messaging that i had was really you

11:11

know

11:11

how to uh how to

11:14

divorce gracefully like at the end of

11:16

the day and nobody wanted to raise their

11:18

hand for that you know nobody wanted to

11:19

let people know that they were having

11:20

problems in their relationship

11:22

but i would look around the rooms that i

11:24

was in and i was like i could help all

11:25

of these people because it’s

11:27

interpersonal relationships that they’re

11:28

having

11:30

and this this moment of like aha

11:32

happened

11:33

where i was like oh my gosh the same

11:35

problem people are having in

11:36

relationship one on one

11:37

is the same problem that entrepreneurs

11:39

are having in relationship one to many

11:41

and i thought you know if i can help

11:42

entrepreneurs rewrite their story

11:45

so that they can share that with people

11:46

from a place of authenticity but also

11:49

confidence in themselves and their

11:51

abilities what a difference that might

11:52

make in their businesses

11:54

and i mean within 30 days like my entire

11:58

business had changed i shut down my

11:59

coaching i was like i’m a copywriter now

12:01

this is amazing

12:02

and uh and now i’m here with you and

12:04

it’s it’s just been such a crazy

12:06

ride but i tell everybody like russell

12:08

always says once you find

12:10

that thing that’s actually your thing

12:13

everything changes and it happens like

12:15

in an instant

12:15

and that’s that was my experience so

12:17

thank you so cool i love it

12:19

all right so we’re talking about email

12:20

today and i know um i think this is kind

12:22

of fascinating we’ve talked behind

12:24

um off stage about this a little bit but

12:26

you know your

12:27

stuff you talk about within

12:28

relationships right like building a

12:29

relationship and things like that and

12:30

and

12:31

an entrepreneur’s relationship with

12:32

their list like the principles are the

12:34

same and one day you said something like

12:36

a lot of the way that most entrepreneurs

12:37

teach their list or treat their list you

12:39

want to talk about vax i think it’s kind

12:40

of funny but

12:41

also it makes it very like oh yeah i see

12:43

that you probably people’s email list

12:44

you’re on you’ll notice that

12:46

this is what they use their list for we

12:47

don’t want to be using it this way so

12:49

let me

12:49

talk about that absolutely so i think

12:50

that there’s three different ways that

12:52

uh entrepreneurs typically show up for

12:54

their email audiences

12:55

the first one is like a pickup artist

12:57

you know they’re just like hey

12:58

it’s like a booty call right they’re

12:59

just like hey you wanna buy my thing and

13:01

it’s like oh man like you gotta

13:03

you gotta give a little bit more than

13:04

being like that booty call you know

13:06

i think the second way is really like a

13:08

player which

13:10

they put in a little bit more effort on

13:11

the front end they really do kind of

13:13

care

13:14

and they do their automations and they

13:15

set up their sequences and stuff but the

13:17

problem is

13:18

that when they don’t make that sale or

13:20

get what they want in their own time

13:22

frame

13:23

they move on and then they completely

13:24

ghost you you never hear from them again

13:26

right

13:26

and then you’ve got uh who i’ve been

13:28

guilty of being a lot is mr nice guy

13:31

right the person who gives and gives and

13:32

shows up every day and is like oh i’m

13:34

here for you like i want to support you

13:36

i want to serve you in every way

13:37

possible

13:38

but you never make an offer right

13:39

because you’re just like if i serve

13:40

enough

13:41

they’re just going to call me and tell

13:42

me that they want to give me their money

13:43

and that’s not how it works right

13:45

you never do you are

13:48

and so what what i really uh do my best

13:51

to teach people how to do is to show up

13:52

as relationship material where

13:54

you’re you’re showing up for them you’re

13:55

serving them you’re

13:57

um you know you’re adding value but

13:59

you’re also challenging them and you’re

14:01

making them think a little bit about

14:02

themselves and about their situation

14:04

while giving them opportunities to

14:06

actually step into working with you

14:08

and change like making a change for the

14:10

better so it’s it’s a it’s a

14:12

it’s kind of a combination of all three

14:14

of those personalities right like you

14:15

want to have automations and sequences

14:16

and put the work in on the front end you

14:18

also want to be making offers

14:20

when the time is right and you want to

14:22

add value and show up consistently

14:24

yeah yeah becoming a more well-rounded

14:26

human yeah exactly

14:28

i love it so what we’re going to talk

14:29

about today with yada is um

14:32

when a lead first comes in and there’s a

14:33

lot of different email sequences you

14:34

over time

14:35

when you go to one funnel away challenge

14:37

other things you’ll hear me talk about

14:38

like lots of different types of

14:39

sequences

14:40

um but the first one is like when

14:42

someone first comes into your world like

14:44

it’s that first like

14:45

the first time they met you you’re

14:46

introducing them you’re shaking hands

14:47

you’re getting to know them and there’s

14:48

a sequence and

14:49

uh there’s a um i’m not sure if you have

14:51

an official name for it or not but

14:53

there’s six emails

14:54

um that you do when someone first comes

14:56

into your world and uh i don’t want to

14:58

briefly talk about i kind of

14:59

all six are really quick and then we’ll

15:00

go down and break day by day and kind of

15:02

go through each of them oh yeah but

15:03

these are the first six emails they’re

15:04

gonna do exactly what she’s talking

15:05

about like

15:06

build that relationship provide value

15:08

and also ask the call to action to

15:09

to really ultimately get the thing that

15:11

you’re you’re trying to get towards the

15:12

end yeah for sure and so for me i call

15:13

it the warm-up sequence i believe in

15:15

your world it’s the indoctrination

15:16

sequence everybody a lot of people call

15:17

it a lot of different things

15:19

um the way that i actually came up with

15:21

this sequence was uh thinking back to

15:23

when i lived in san diego and my mom was

15:25

teaching me how to drive

15:27

there was this huge on-ramp to the

15:28

freeway and of course the freeway is

15:30

going at like 65-70 miles per hour and

15:31

i’m at a dead stop up here right

15:33

so i had this big hill to gain the speed

15:36

so that i could properly merge with

15:38

traffic

15:39

and i started thinking one day i was

15:40

like you know when a prospect comes into

15:42

our world they’re at a dead stop

15:44

and our business is moving like we’re

15:46

having a certain conversation with our

15:47

people with our students

15:49

with our audiences and they don’t know

15:52

anything about that so i was like how do

15:53

we help them merge

15:55

into our business without crashing right

15:57

and so my thought was

15:59

when i meet someone at a conference or

16:00

at an event or anywhere really

16:02

in person what are the six questions

16:05

that

16:05

i ask them or that they ask me and that

16:07

help us get to know each other

16:09

and and i turned those into emails and

16:11

so the first one is

16:13

who are you right this is the first

16:15

question that every single person that

16:16

meets you has on their mind who are you

16:18

second is where did you come from right

16:21

third uh what do you do fourth how do

16:24

you do it

16:25

fifth well who do you do at four and six

16:28

how can you do it for me

16:29

right and so i took that framework of

16:32

how you meet someone in person one on

16:34

one and said well let’s do the same

16:36

thing when we’re behind our computers

16:38

because something weird happens to

16:39

people when they get behind the screen

16:41

of a computer and they’re just like

16:42

hi i’m yeah i buy my thing and it’s like

16:44

that’s not what we do that’s not how we

16:46

interact with you in real life yeah

16:47

that’s something you’d be like oh my

16:49

gosh that person’s so weird get me away

16:50

from them

16:51

and so i just took a little bit more

16:53

time to

16:55

get to know people to really onboard

16:57

them into my world to let them know a

16:58

little bit about my backstory

17:00

and i found that doing that actually

17:04

invites conversation right it engages

17:06

them in a way that

17:08

does help them feel like they know who

17:09

you are and

17:11

i think more importantly it connects the

17:12

dots for them as to why it is that you

17:15

do what you do because it’s

17:16

it’s a logical progression in your story

17:19

right

17:19

if you were to tell somebody you know i

17:21

built a potato gun

17:22

all these years ago and now i run a

17:24

software company they’re like well

17:26

that we’re missing something in between

17:28

exactly like it’s a big

17:30

gap for them to bridge but if you’re

17:32

like well i did the potato gun and then

17:34

i started doing the cds and i figured

17:36

out that i could do it online and then i

17:37

was like

17:38

you know hitting my head against the

17:38

wall because i’d hire all these people

17:40

and i thought there had to be an easier

17:42

way and so i pulled this team together

17:44

and we created

17:45

click funnels and now i have a software

17:47

you’re like yeah that totally makes

17:48

sense i want to do what he did was the

17:50

onboarding ramp into this exactly

17:51

now that they talk about funnels so

17:53

that’s right exactly like they’re not

17:54

crashing they’re just like okay i’m here

17:56

for the ride

17:56

and the coolest thing is you know i

17:57

heard you uh in your opening you were

17:59

talking about how

18:00

you know you would watch when you would

18:01

email people and there was like

18:03

unsubscribes

18:04

and you do want people to unsubscribe

18:06

like a lot of people have so much fear

18:07

of the unsubscribe

18:09

and i think that what you’re doing here

18:10

with this lead challenge is amazing

18:12

because

18:13

it’s solving that problem you know most

18:15

of the people who fear the unsubscribe

18:17

don’t have a systematic way of adding

18:19

people to their to their list

18:20

and so when you have let’s say a

18:22

thousand people on your list and you see

18:23

300 drop off you’re like

18:25

i’m gonna run out of people right but if

18:27

you’re adding 50 100 a thousand however

18:30

many people

18:30

a week a day it doesn’t really matter

18:33

you’re just like okay i’m weeding out

18:34

the people that don’t like my story that

18:36

don’t like what i have to say

18:38

and i’m keeping the people who do and so

18:40

if we keep with the with the freeway

18:41

analogy it’s like

18:42

if they merge onto your business and

18:45

they realize that oh

18:46

i’m on the wrong street it’s like okay

18:47

take the next exit and and that’s

18:49

totally okay yeah i was thinking about

18:50

it

18:51

um like it’s like a sifting and sorting

18:53

right like you’re dumping all these

18:54

leads in because they don’t want the

18:55

lead magnet sexier lead magnet more

18:56

people come in

18:57

but then you’re like figuring out like

18:58

these my people am i there am i the

18:59

right leader

19:00

yeah right because i always i talk about

19:02

i feel like business um for all of us

19:04

when we’re in business like we’re called

19:05

to serve a group of people

19:06

and just because i serve this group of

19:07

people a lot of people are gonna come in

19:09

but a lot of them are gonna leave and

19:09

that’s okay like it’s the sifting and

19:11

the sorting

19:11

you know again we have 35 000 people

19:13

join this challenge every single day

19:14

hundreds of you guys are unsubscribing

19:16

that’s totally cool it means this is not

19:18

the right fit you don’t like me i talk

19:19

too fast i’m annoying like

19:21

whatever it is that’s cool i want to

19:22

figure that now before you give me money

19:23

because if you give me money

19:24

and then you don’t like me it’s going to

19:26

be super weird and like awkward and like

19:27

i’d rather you guys leave now if you

19:29

don’t like me at this point

19:30

and go find someone else and that’s cool

19:31

if like if if you’re not who i’m called

19:33

to serve go find the next person like

19:35

find the person who’s

19:36

the right leader for you and you should

19:37

feel the same way about about your

19:38

audience like if they don’t connect with

19:39

you they should find the right person

19:41

um because i think when all sit down we

19:42

want the result for our our customer

19:44

more than

19:44

i don’t care if you give me money or

19:46

something else as long as you get the

19:47

result that’s that’s the mission so 100

19:49

and i think you know just to kind of

19:50

piggyback on that it’s so important that

19:52

you show up as who you actually really

19:54

truly are

19:55

right like you and i laugh all the time

19:56

because both of us are introverts and we

19:58

get kind of awkward sometimes and it’s

19:59

okay but

20:00

i lead with that you know i’m just like

20:02

hey i’m yada golden

20:03

you know i really love my partner i love

20:05

my kids i love my dog he’s a frenchie

20:07

and he like

20:07

snores all the time and i love star wars

20:10

and you know like i talk about all of

20:11

those different kinds of things because

20:13

it’s who i am right like i even drop an

20:15

f-bomb every once in a while in my

20:17

emails and i’m like if you’re the type

20:18

of person who’s going to be offended by

20:19

that

20:20

you’re probably not a right fit for me

20:22

and that’s okay go find the person who

20:24

is

20:25

and i know that you do the same it’s

20:26

like by showing those different facets

20:29

of your attractive character of who you

20:31

actually

20:31

are it makes it so that your content

20:33

creation is much easier

20:35

and it’s much more sustainable because

20:36

you’re not playing a part

20:38

that you think somebody wants you to be

20:40

you’re actually showing up as who you

20:41

are

20:41

yeah yeah very cool typical all right

20:43

two real quick things then i’m gonna

20:44

dive in email in my email so

20:46

number one is uh a week or two ago yada

20:48

came over to the office and i had her

20:50

read her entire six email sequence

20:52

um and she time with you yes and um

20:56

she writes emails longer than me like

20:57

and so i want to stress like

20:59

it doesn’t matter the length this

21:00

matters like the the content right um

21:02

but

21:03

in the one page you guys will be getting

21:04

here in a minute you can actually watch

21:05

and have her she’s going to read her six

21:07

emails you’ll see like a practical

21:08

application what we’re talking about

21:09

we’re gonna talk about some of the

21:10

structure on each of the emails

21:12

but if you want to see her actually

21:13

doing it uh get the one you get the one

21:15

pager tonight go watch the video and

21:16

you’re like oh this is cool

21:17

they’re hearing how she tells the story

21:19

at the same time don’t be like

21:20

she wrote a four-page email i like

21:22

russell can’t do that like it’s okay

21:24

it’s it’s the story it doesn’t anyway so

21:26

that’s number one

21:27

number two is jim edwards and yada got

21:29

together and yada kind of shared here’s

21:30

my framework for the emails and then jim

21:32

took her framework uh her frameworks and

21:35

reverse engineer into software

21:36

and so the other thing we’re gonna give

21:37

you in one pager today is uh is this new

21:40

software

21:40

you fill in the blanks with your stories

21:41

you click a button and it actually will

21:43

take those

21:43

and it’ll write out this six email

21:44

sequence which is awesome you can take

21:46

it and copy and paste it yet

21:49

like he’s gonna be able to do it and

21:50

then i was like oh my gosh she did it

21:52

it’s really cool so that’s the two gifts

21:53

you guys are getting here in a little

21:54

bit uh but i just wanted to uh to let

21:56

you guys know that because again right

21:57

now we’re talking about some of the

21:58

structure

21:59

and some of the things you’d be like

21:59

okay i kind of understand that but i

22:01

need to see it okay you’ll be able to

22:02

actually see it in the one pager so

22:04

um all right so that said yeah let’s go

22:06

day by day number one

22:08

tell us what the question is and like

22:09

what like how do you do that you like

22:10

what are the things you’re thinking

22:11

through

22:12

as you’re writing the very first email

22:13

that someone’s getting when they first

22:14

get your your lead magnet

22:15

so the very first email is basically my

22:17

handshake right it’s just like hey

22:19

i’m yada nice to meet you you know and

22:21

um

22:22

and i want to tell them a little bit

22:23

about how i became who i am today

22:26

it’s not like hey i was born in san

22:28

diego in 1982 like nobody wants your

22:30

biography in this email

22:32

it’s really about telling them the

22:35

things and the parts of your story that

22:36

are relevant to them

22:38

right now right so i start with um

22:41

i believe i start at the kitchen table

22:42

in my new apartment you know and i’m

22:44

just like

22:44

you know here i was sitting at this

22:45

kitchen table the first time that i have

22:47

a mortgage

22:48

or a rent to pay and a phone to pay and

22:50

like all of these things and i’m

22:51

stressed because i don’t have money what

22:54

i’m attempting to do

22:55

with sharing that story is to meet my

22:58

prospect

22:59

where they’re at right because if

23:01

somebody is looking

23:02

to engage their email audience or is

23:04

looking to write learn how to write

23:06

emails

23:07

my guess is that they’re wanting to make

23:09

more money

23:10

and so they may not be in as dire a

23:13

situation as i was

23:15

but the feeling right the underpinning

23:18

feeling of that whole situation is the

23:19

same it’s like

23:20

i have my head in my hands i’m trying to

23:22

figure out how to make this work and i’m

23:24

frustrated

23:25

right and so that’s what i’m really

23:26

going for with the story it’s

23:28

it’s connecting with them on an

23:30

emotional level of um

23:32

sharing a story that comes with the

23:33

feeling that everybody’s experienced

23:36

and so you know i would ask all of you

23:38

guys as you’re thinking of your own

23:40

story to say

23:41

where is your prospect like what is the

23:44

pain

23:45

what is the frustration what is the the

23:48

shame or whatever it happens to be that

23:50

they’re feeling that they’re wanting to

23:51

overcome and what’s the story that you

23:53

can share with them that will help them

23:56

connect with you and think oh my gosh

23:58

he’s felt that too

23:59

she’s felt that too let me continue

24:01

reading so that i can see how this wraps

24:03

up very cool

24:04

yeah one of the mistakes a lot of people

24:05

make that i see especially when you

24:07

become an expert or whatever

24:08

is uh our natural desires we want to

24:10

position ourselves is like look at how

24:12

great i am

24:13

so my first email is like my name is

24:14

russell brunson i’m the ceo of click

24:16

funnels

24:16

this year we did blah blah blah millions

24:18

of dollars like you think it’s like oh

24:20

i’m not know who i am

24:21

i think i’m awesome they’re going to

24:22

listen to me that’s not actually what

24:23

works what works is you’re getting off

24:25

your pedestal

24:26

coming back to where they’re at like i

24:27

was in the same spot you’re in that’s

24:29

why i created this thing

24:30

that we’re talking about let me tell you

24:31

my story and and that that’s what builds

24:33

the connection

24:34

and now they want to go on the journey

24:35

with you okay we i don’t know why it is

24:38

i see this every i see people doing

24:39

webinars and facebook lives and every

24:40

like every communication

24:42

they all want to posture because it

24:43

makes them feel better about themselves

24:44

but as soon as you posture it pushes

24:45

them away

24:46

okay so get off your get off your

24:48

posturing and come back down

24:49

and go back to where they’re at right

24:51

now and where you’re at and relate to

24:53

them and like share the empathy and

24:54

that’s the that’s what builds the

24:55

connection it gets them to be like

24:56

oh my gosh y’all understands me or

24:58

russell understands me and

25:00

reading the story like okay tomorrow’s

25:01

email i’m gonna i’m gonna look for and

25:02

open it because like

25:03

i actually connected with that person

25:05

100 it’s like i say you know you got to

25:07

come off of mount kilim with knowledge

25:08

right because that’s what we think we’re

25:10

like

25:10

i’m going to talk to them about all the

25:12

cool big words that i know and all of

25:13

the awesome seminars and people that

25:15

i’ve worked with and like

25:17

they the the the gap that they have to

25:20

bridge

25:21

between their position and your position

25:24

you know if we’re even gonna look at it

25:25

as like a height thing is is huge

25:28

right and they’re just like i’m never

25:29

going to get there they already think

25:30

it’s so hard

25:32

if we come off of mount kilim with

25:33

knowledge and we do exactly what you

25:34

said stand shoulder to shoulder with

25:36

them and be like listen

25:37

i’m not better than you i’m just further

25:39

down the road than you are

25:41

and i’ve learned a lot of things by

25:43

stumbling and falling on my face and

25:45

picking myself back up and dusting

25:46

myself off and i’m going to tell you a

25:48

little bit about that behind the scenes

25:50

so that you know what’s coming up it’s

25:52

almost like putting out a road map for

25:53

them and saying like hey

25:54

there there’s some tarpets over there

25:56

and there’s a saber-toothed tiger over

25:57

there so like make sure that you watch

25:58

out because i ran into them that’s how i

26:00

know

26:01

and that makes you way more relatable

26:02

and it makes you trustworthy

26:04

and it makes you somebody that they

26:06

understand that you actually can help

26:07

them because you’re telling you’re

26:09

talking about something

26:10

that they’re experiencing and they have

26:11

shame around they don’t want anybody to

26:13

know that they don’t know how to build

26:14

their business or that they don’t know

26:15

how to email their audience and you’re

26:16

like

26:16

dude i know what that was like i

26:18

remember sitting at my computer like

26:19

staring at the cursor and being like oh

26:21

my gosh like it’s never going to go away

26:23

um so it makes it way easier cool so

26:26

that’s email number one now you know

26:27

email number one you’re not selling

26:28

stuff you’re not hard closing them it’s

26:29

just building the connection

26:30

so they’re gonna open email number two

26:32

and hopefully keep people opening emails

26:33

in the future completely completely and

26:34

then email number two is really like

26:36

where did you come from

26:37

right and i told you guys a little bit

26:38

about where i came from i had it had

26:40

nothing to do with

26:41

geography right it had to do with i got

26:44

divorced and i became a relationship

26:46

coach this is a little bit about how

26:47

that started

26:48

and this is the progression that i went

26:50

through to become a copywriter

26:52

right and so that’s what i mean by like

26:54

where did you come from like where did

26:55

your business come from where did your

26:57

expertise come from like did you earn it

26:58

did you learn it like how

27:00

how did how did this come to be and um

27:03

the one thing i forgot to mention on

27:04

email one is that all of these emails i

27:06

always

27:07

end them with the call to action is

27:09

actually a reply

27:10

like i’m asking them for engagement

27:12

especially when you’re first building

27:13

your list

27:14

because this is when you’re most excited

27:16

right like you’re gonna see a hundred or

27:18

fifty people jump onto your list and be

27:19

like oh my gosh there’s new people and

27:20

when you send an email out and they

27:22

reply you’re like oh

27:24

there’s actually really people there you

27:25

don’t feel like you’re talking to that

27:26

void

27:28

and you get to see also like what

27:29

they’re excited to hear from you about

27:31

right and so email number two is

27:33

very casual also it’s not a super hard

27:36

pitch it’s just kind of telling them

27:37

like

27:38

this is how i came to do what it is that

27:40

i do

27:41

and then in email three we’re really

27:42

gonna start talking to them about what

27:44

that is

27:45

cool so question one is who are you yep

27:48

question two is

27:49

where did you come from where did you

27:50

come from yeah i was like i should have

27:51

wrote this down on my hand or something

27:52

i remember all okay

27:53

so where did you come from this is where

27:54

you came from you’re back kind of like

27:55

leading the gap of like i’m over here

27:57

yeah over here like i was a regular

27:59

person and now i do this

28:00

how did that happen like who did you

28:02

talk to what conference did you go to

28:04

what experience did you have in your

28:06

life right there was like there was

28:07

eventually like some

28:08

some valley that you experienced where

28:10

you were like never again right all that

28:12

tony robbins it’s like never again i’m

28:14

never gonna do that again and everything

28:16

from then on was different and then

28:18

email number three is gonna be like okay

28:19

well what do you do

28:20

like tell me about what it is that you

28:21

do and so for you it’s like you were

28:23

like well i had

28:24

this potato gun like you were in school

28:26

right you’re just like i need to make

28:27

money

28:28

and so that was your valley and then you

28:30

were like and so what did i do

28:32

i created this potato gun and i started

28:34

selling these cds online

28:35

and that’s where you that like that’s

28:37

what you do right like you create

28:39

info products you and then you created

28:41

an easier way for people to

28:42

sell those info products right for me it

28:44

was like

28:46

i actually help people wrap their heads

28:48

around what their story is and share it

28:50

in a way that helps people come in and

28:52

actually connect with them

28:53

right and so i talk a little bit about

28:55

like what when i had that realization

28:57

when

28:58

i realized that it was a problem for

28:59

others and not just me

29:01

and then the solution that i created for

29:03

that like did i create the solute did i

29:05

like happen upon the solution or did i

29:07

actually

29:07

intentionally go and create it like

29:09

that’s what this email is about is so

29:11

that people are going to start seeing

29:13

oh my gosh you know she saw that that

29:15

was a problem for other people it’s

29:16

actually one of the problems that i have

29:18

and she said that she created a solution

29:20

i want to hear what that solution is

29:21

because i trust her i like her i want to

29:24

keep going

29:24

yeah when she’s talking about this i’m

29:26

just talking about earlier like me some

29:27

of the networking party and

29:28

then the logical questions you’d ask

29:30

them i picture myself in a conversation

29:32

like who are you

29:33

cool how’d you get there like what do

29:34

you do you know like it’s it is very

29:36

natural like the progression of a normal

29:37

conversation

29:38

yeah which is why it works well yeah

29:40

yeah all right what’s the next email

29:41

after that so number four we’re gonna go

29:43

into uh how did you earn it or learn it

29:45

right like tell me

29:46

about how you gain this expertise for me

29:49

the story is actually jamie cross

29:51

in inner circle came up to me one day

29:52

and she said yada i read all of your

29:54

posts on

29:54

on on facebook i feel like i could have

29:56

written them myself have you ever

29:58

thought about writing for another

29:59

company

30:00

and i literally stopped dead in my

30:02

tracks i was like no

30:03

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