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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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