How to Create a Lead Magnet - 5 Day Lead Challenge - Day 2

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YouTube Transcript: English (auto-generated)

30:06

um

30:09

[Music]

30:34

field

30:36

[Applause]

30:40

friends and family wherever you are

30:42

makes so much noise that we can

30:44

feel you all the way over here get on

30:47

your feet and please welcome to the

30:48

stage

30:49

mr russell brunson

30:53

[Music]

30:58

oh what’s up everybody

31:01

welcome back to day number two of the

31:03

five day lead challenge

31:04

are you guys half as excited as i am um

31:07

i’m not gonna lie of all the five days

31:09

this is the one that i’ve been

31:10

looking forward to the most to teaching

31:12

the coaching and walking guys through

31:14

uh this one’s gonna be so much fun and

31:16

so i’m pumped to see all you guys thank

31:17

you so much for hanging out with us

31:18

today

31:19

um hopefully you all had a chance

31:21

yesterday watch day number one day

31:22

number one

31:23

the goal of that was kind of give you

31:24

guys a broad overview of this is

31:26

what the process is with the system

31:28

that’s what the frameworks look like

31:29

and today we actually get to get our

31:31

hands dirty and start building something

31:32

which is exciting and so

31:34

i’m pumped to be here with you guys

31:36

thank you so much for hanging out with

31:37

us thank you for everyone who’s been

31:37

sharing these videos

31:38

i think before we pulled up there’s like

31:40

almost 300 people that shared the videos

31:41

already on social

31:42

uh this live so thank you for sharing it

31:44

if you know anybody else who should be

31:45

here please tag them in the comments

31:46

down below

31:47

and that we can get more people coming

31:48

and hanging out for this uh like i told

31:50

you guys yesterday over 35 000 of you

31:52

guys registered

31:53

to be part of this we had over 11 000

31:55

people on live yesterday between

31:57

zoom and facebook and youtube and then

31:59

over nine thousand views watch the

32:01

replays

32:01

so uh this is amazing this is like such

32:04

a huge honor for me so

32:05

today is the day like i said though i’m

32:06

most excited for today we’re gonna be

32:08

going into

32:09

actually creating your lead magnet uh

32:12

your uh your one pager and it’s gonna be

32:14

a lot of fun but

32:15

before i get too deep into that um i

32:17

spent time yesterday looking through all

32:18

of the tens of thousands of comments

32:21

and questions i also talked to a lot of

32:22

you guys uh who who

32:24

were on who had questions and stuff like

32:25

that so i’m gonna do a couple a couple

32:27

things just kind of help

32:28

make sure that we’re bridging this gap

32:29

before i dive deep into the fun stuff

32:31

i’ve got prepared for you guys today

32:32

does that sound good

32:33

okay so the first thing i wanted to do

32:35

um

32:36

um a lot of people especially people who

32:39

are kind of different types of

32:40

businesses were asking me about like

32:41

how does this work or else like like i

32:43

understand i need leads for my business

32:44

uh you talked about an email list you

32:46

build a big list you can send emails to

32:48

but

32:48

how does this work for my specific

32:49

business and so i wrote down a couple

32:51

different ones i wanted to kind of give

32:52

some case studies and examples for okay

32:54

so first i’m gonna talk about this is

32:56

for like a traditional

32:57

a traditional business right um it’s

33:00

like a brick immortal

33:01

brick and mortar uh company so um i got

33:04

a couple good examples of this one of

33:05

them um

33:06

one of my friends actually uh told me

33:08

this story uh he lives down

33:10

in florida and uh he is a guy who is

33:12

like me builds big email lists and stuff

33:14

and one night he went to order pizza and

33:16

this is pre-coveted stuff so you can

33:18

still go and hang out and uh eat with

33:20

people

33:20

and he goes to the pizza place and he

33:22

sits down he’s waiting for the pizza guy

33:23

to bring him

33:24

to finish cooking his pizza and give it

33:25

to him and it’s a local shop so it’s not

33:27

like a big chain it’s just like a local

33:28

dude who’s got a pizza shop and having a

33:29

lot of fun

33:30

and uh he starts asking my buddy like so

33:32

what do you do for a living he’s like oh

33:33

i’m an internet nerd and this is what i

33:35

do and

33:35

the guy was like well how would this how

33:37

would you do work for me i don’t

33:39

understand i’m a pizza place how like

33:40

how would i use the internet how how

33:42

does this actually work for me and so my

33:43

friend came back to me said okay well

33:45

let’s do an experiment he said right now

33:46

how are you getting leads how are you

33:48

getting people coming into the store and

33:49

he said you know word of mouth

33:50

we’ve got a yellow page ad we’re in some

33:52

newspaper ads and they had some things

33:54

they were they were using to drive leads

33:55

in

33:56

and he said okay what i want you to do

33:57

for the next 30 days is going to do an

33:59

experiment okay so the next 30 days

34:01

when people come into your store he’s

34:03

like i want to give you i want you to

34:04

give them a lead magnet he’s like what’s

34:05

a lead magnet he said well

34:07

in your case okay a leading magnet for

34:09

your for your pizza place

34:10

is gifts give people say if you give me

34:12

your email address i’m going to give you

34:13

a free topping i’m going to give you a

34:14

free drink or something it’s like find

34:16

something you can give them in exchange

34:18

for their contact information and the

34:20

guy’s like okay what i’m going to do

34:20

with these like just right now for 30

34:22

days just get their

34:23

contact information i’ll come back in 30

34:25

days and i’ll show you step two in the

34:26

plan

34:26

so the guy’s like all right so he put up

34:28

a little sign that said give me your

34:29

email address put your business card in

34:30

here and

34:30

give you a free camera free topping or

34:32

something and so the guy did that for 30

34:34

days at the end of 30 days

34:36

my friend came back to his place and the

34:37

time he had 600 uh

34:39

email addresses this guy collected in

34:40

the last 30 days and

34:42

my um my friend said okay now i’m going

34:44

to show you the next step in this

34:45

process

34:46

these people came in these are all leads

34:48

right but these leads we’re gonna put

34:50

them into an email list

34:51

okay we got 600 leads so he took him he

34:53

went and he set him into an email list

34:55

and we’ll talk about how to do this

34:56

um actually on day number four but he

34:58

uploaded all these leads to an email

34:59

list

35:00

and he said what i want you to do is

35:01

every single day at four o’clock

35:03

right when people are still work they’re

35:04

getting ready to think like what’s my

35:05

dinner plans like i want you to send

35:06

them an email

35:07

and all the emails gonna say is hey it’s

35:10

four o’clock and a lot of you guys are

35:11

thinking about what’s going

35:11

you’re gonna have for dinner um if you

35:13

want i can have a pizza ready for you

35:14

the next hour

35:15

just um just call this number right here

35:17

and um and i will have your pizza ready

35:19

you can come drive

35:20

by and pick it up on your way home okay

35:22

and so that’s what

35:23

he told me said every single day four

35:24

o’clock send out the same email you can

35:26

tweak it if you want but just regardless

35:27

send out the same email every single day

35:29

okay so the guy’s like okay i’m going to

35:30

do that and then my friend said i want

35:32

to test something though he’s like i

35:33

need to set two phone numbers i want to

35:34

show you like

35:34

how much more valuable this is than all

35:36

the other advertising you’re doing

35:38

like i said okay so we had um all the

35:40

other advertising would go to one phone

35:41

number right so

35:42

the yellow pages the radio ads the

35:43

newspaper everything would go to one

35:44

phone number okay then the email list

35:46

went to a separate phone number

35:48

okay he said i want you to track over

35:49

the next 30 days every day sending out

35:51

this email and i want you to just i want

35:52

you to see

35:53

how many lead or how many customers came

35:55

in from your email list

35:57

versus all the other types of

35:58

advertising you’re doing okay so

36:00

okay so he did that and he starts

36:01

sending email once every single day

36:03

every single four o’clock send the same

36:04

email

36:04

send the same email guy didn’t even edit

36:06

the email he just like copy and pasted

36:07

it every single day

36:08

and after 30 days my friend came back

36:10

and said okay what are the stats

36:11

and the guy said it’s crazy he said my

36:13

company has been so busy he’s like my

36:15

best customers keep coming back you know

36:16

a lot before they’d come once or twice a

36:18

quarter

36:18

now they’re coming back once or twice a

36:19

week to buy from me because i’m putting

36:21

these messages out in front of them

36:22

he said i did the math he said right now

36:24

for every one phone call i’m getting

36:25

from

36:26

all my other advertising efforts i’m

36:27

getting four phone calls from my email

36:29

list

36:30

and that’s the power of it okay so

36:32

that’s how it works for traditional

36:33

local business um i had a

36:34

another friend who runs a gym right and

36:37

he was actually my trainer for a couple

36:38

years and we were hanging out

36:39

and uh we were lifting weights and he

36:40

was telling me how to do stuff and he’s

36:42

like so how would your internet stuff

36:43

work for

36:44

someone like me i’ve got a gym i was

36:46

like you know and he was like okay like

36:47

my facebook ads how’s it gonna work i’m

36:49

like well you can do that but

36:50

let’s go with the low hanging fruit i’m

36:52

like do you have a list he’s like what’s

36:53

a list

36:54

am i okay do you have any leads he’s

36:56

like um

36:57

kind of not really i said okay well do

36:59

you have dead files he’s like what’s a

37:00

dead file

37:01

when a dead file somebody came into your

37:02

business at one point right and

37:04

you have their contact information they

37:05

either trained with you they didn’t and

37:06

they left but you have their

37:08

their contact information their email

37:09

right he’s like oh yeah i’ve got tons i

37:10

have a whole violin cabinet full of

37:12

those i said okay this weekend i want

37:13

you to grab

37:13

all those okay and put it on put them

37:15

all in the excel sheet like the name and

37:17

email address of all the people

37:18

and on monday i’m gonna show you guys

37:19

the magic trick i’m gonna show you magic

37:20

trick he’s like okay so that weekend he

37:22

went through his dead files

37:23

he put everyone’s name and email in the

37:24

list he came back and on monday i was

37:26

like

37:26

how many do you have he said i had a

37:27

little over 300 people i said okay

37:29

let me show you a magic trick i’m going

37:30

to fill up your gym completely

37:32

off nothing but your dead files he’s

37:34

like how does that work i said watch it

37:35

so i took his 300 names we put him an

37:37

email list

37:38

and i sent an email to that list i said

37:39

i said something um it was towards the

37:41

new year i said

37:42

uh i think the subject line i tried to

37:44

get it he wouldn’t let me do this but

37:45

subject line was are you fat again

37:46

question mark

37:47

he’s like i think it’s going to offend

37:48

some people i’m like okay we wrote an

37:50

email basically saying hey

37:51

uh one time you came in the gym but

37:52

you’re no longer here right now we got a

37:53

special offer we can come in i can do a

37:55

free training session and blah blah blah

37:56

blah blah

37:56

he sent the email to just the dead files

37:59

right the 300 some people would come at

38:00

one point

38:01

from that he got 60 new clients to call

38:03

him on the phone coming into a session

38:05

and completely filled up his gym and i

38:07

came back to him like two or three weeks

38:08

later i was like hey ready for step two

38:10

he’s like no he’s like my gym’s filled

38:11

there’s nothing else

38:12

like like all my sessions are filled i

38:14

can’t do anything else okay

38:15

all from just an email list can we just

38:17

understand like this is this is the

38:18

power if you’re a traditional business

38:20

how these email lists work okay

38:22

um oh i was gonna uh just to get the

38:24

wheels your head spinning because

38:24

everyone’s like oh i don’t wanna run a

38:26

pizza place russell

38:27

or i don’t run um i don’t run um a gym

38:30

okay this works in any business

38:31

okay um we had a girl that used to live

38:33

bias and i think she was 14 15 years old

38:36

and she was a babysitter okay

38:37

and i don’t know about you guys but for

38:38

me it’s like every weekend it’s like i

38:39

want to go day with my wife and i need

38:40

to call a babysitter and like all these

38:42

things it’s like

38:43

so frustrating so we found this one

38:44

babysitter she was awesome

38:46

okay but the problem was she was in high

38:47

demand so like um and i didn’t know why

38:49

at the time it was like we’d get her one

38:51

time and and it would be hard to get her

38:52

back and forth

38:53

and one day what she started doing it

38:54

was crazy um every friday at about noon

38:57

we would get a text message

38:58

okay this text message went out to us

39:00

and probably 10 or 15 other families

39:02

who she used who would babysit and she

39:04

would text excuse me she said hey

39:06

this is so-and-so excuse me said um i’m

39:08

open to babysit tonight and tomorrow

39:09

night if you’re interested text me back

39:11

first come first serve

39:12

and i get that text every friday at like

39:14

noon and as soon as i’m like oh

39:15

and i try to reserve my time okay and

39:17

she was booked up every friday every

39:18

saturday she had babysitting lined up

39:20

every single week for the first like

39:22

like it was insane because she had this

39:24

list of five or six families 10 families

39:25

whatever it was that she babysat for

39:27

and every week she sent the message out

39:29

reminding them like hey i can babysit

39:30

this night and we’re like

39:31

oh then kevin’s not gonna call a

39:32

babysitter i can like this is great and

39:34

like that fast

39:35

she’d fill up her her schedule just from

39:36

her tiny email list of like 15 20 people

39:38

okay

39:39

so that’s kind of how this process works

39:41

um oh i’m gonna show you guys

39:43

an example okay another one a lot of

39:44

people are like well i’m a network

39:45

marketer

39:46

um i’m a network marketer how this work

39:48

how does this work for me

39:50

okay so network marketers a lot of times

39:52

people in network marketing or affiliate

39:53

marketing like this doesn’t work cause i

39:54

don’t have my own product russell i

39:55

don’t have my own frameworks i don’t

39:56

have these things

39:57

and i’m going to show you guys about

39:58

frameworks a lot today but just think

40:00

for example let’s just say

40:01

um one of the network marketing

40:02

companies i’m really familiar with is

40:03

proven i do a lot of work with those

40:04

guys

40:05

improvement is a product that helps

40:06

people get their body in ketosis

40:08

so it’s like what if let’s say that

40:10

that’s your product that’s the result

40:11

that your company offers right

40:13

so like what if you went and um

40:16

and created a lead magnet it’s going to

40:17

show like here’s my my number one recipe

40:19

and how to get your

40:20

uh my number one keto recipe or here’s

40:22

12 ways to get in keto faster whatever

40:24

you make a lead magnet like that right

40:25

and you start driving traffic i’m going

40:27

to show you guys here and you get a list

40:28

of 10 50 100 people 500 people

40:30

who are all downloaded your one pager

40:33

your lead magnet about how to get your

40:34

body in ketosis or whatever it is right

40:36

and now if the product you sell is

40:38

something that’s related to getting

40:39

people in ketosis

40:40

now you can send emails that list and

40:41

say hey we have a special promotion

40:42

happening hey we have a sample going on

40:44

hey we have this thing and you send

40:45

emails to list to get people excited

40:47

okay this works in any company i think

40:48

about doterra is another company right

40:50

doterra essential oils what if i made a

40:52

one page or a lead magnet it’s like hey

40:54

here’s six essential oils to help build

40:56

up your immunity during coven 19

40:57

right that becomes a lead mag i send it

40:59

out people start opting in i’m building

41:00

this list of people who are

41:02

learning essential oils okay now i’ve

41:04

got a list of my dream customers now i

41:05

can send emails getting them to sign up

41:07

and become a distributor underneath me

41:08

okay see how this works like there’s so

41:10

many use cases so many ways and

41:12

again you’ll see more ways to do here in

41:13

a minute um

41:15

e-commerce okay let’s say you’re an

41:16

e-commerce you’re like hey i’m an

41:17

e-commerce russell

41:18

i don’t understand this whole list

41:19

building thing okay well let’s just say

41:21

let’s pick your e-commerce store let’s

41:22

say you are

41:22

selling camping stuff right so let’s say

41:25

um

41:26

e-com and your your market is camping

41:28

right so let’s say

41:29

okay i sell camping gear i sell tents i

41:31

sell um

41:32

i don’t know what uh mess kits i sell

41:34

camping stuff i don’t even know what

41:35

camping people do i’m not a camper

41:37

but let’s say i’ve got this camping

41:38

e-com store okay what if i make a lead

41:40

magnet

41:40

that’s like hey the six best places in

41:42

the united states to go camping or

41:44

uh the five things you must have to be

41:45

able to go camping and sleep matter

41:47

talking about camping stuff my dream

41:49

customers people interested in camping

41:50

buy that or excuse me opt-in they give

41:52

me the email address i build a list of a

41:53

thousand two thousand five thousand

41:54

people interested in camping

41:56

and now i send emails like oh by the way

41:57

have you seen my new camping thing have

41:59

you seen this have you seen this and you

42:00

can sell them the products in your store

42:02

okay so again it works for every

42:03

business you have to kind of think a

42:04

little bit about how to how to bridge

42:06

that gap for yourself

42:07

okay so hopefully some of those examples

42:08

will get the wheels in your head

42:09

spinning i just wanted to start that way

42:10

because i know some of you guys

42:11

a lot of people were like this is

42:13

awesome russell it’s not going to work

42:14

for my specific business

42:15

it works for every business i promise

42:17

you that okay

42:18

if your business needs leads it’ll work

42:20

for it you just got to think outside the

42:21

box like what is the lead mag i have

42:22

that’s going to get my dream customers

42:24

to come to me

42:25

okay so that’s the first thing i want to

42:26

share to kind of bridge the gap

42:28

okay now with that we’ll start diving

42:30

into the frameworks i want to share with

42:31

you guys today

42:32

uh are you guys ready for this we’re

42:34

gonna go uh i think i got three

42:36

frameworks i’m gonna go deep into

42:39

that i’m excited to share with you guys

42:40

i think um

42:42

anyway i think you’re going to love them

42:43

so the first thing i want to start with

42:45

i kind of touched upon this yesterday

42:47

but i want to go a lot deeper in it okay

42:49

so every single business i don’t care

42:50

what business you’re in

42:52

um the first thing you have to ask

42:54

yourself step number one

42:56

it’s always figuring out who

42:59

who is your dream customer who is the

43:01

person that you’ve been called to serve

43:03

okay a lot of times people like oh

43:05

business is business like no no

43:06

businesses are all about

43:07

serving certain group of clients okay my

43:10

business i’m obsessed with helping

43:11

entrepreneurs okay

43:12

so my dream clients are entrepreneurs

43:14

people are starting their own businesses

43:15

people who want to change the world

43:16

that’s my dream client i have a very

43:18

clear picture of who that person is

43:20

okay so my first question for you is who

43:21

is your dream client

43:23

not like who’s the random person who

43:24

sees your ad and comes into the door

43:26

right

43:26

who is your dream client who is the

43:28

person that if you could work with them

43:29

all day long you do it for free because

43:31

you love that person so much

43:33

right that’s what you got to be thinking

43:34

who is your dream client that’s the

43:35

first step in here

43:36

you have to become crystal clear on who

43:37

that person is if you don’t know who

43:39

they are

43:39

it gets really hard to attract them

43:41

right okay if i’m like oh i’m just

43:43

trying to get customers i don’t know

43:45

okay if you do that you’re going to

43:46

attract random people off the street but

43:47

if you know

43:48

exactly who you are looking for it gets

43:50

really easy to to attract that person

43:53

okay and i could go on for days in fact

43:55

if you read the dot com secrets book

43:57

uh the very first section i talk a lot

43:58

about this like who’s your dream

43:59

customer you gotta figure out who that

44:00

person is okay

44:01

so that’s the first step who’s my dream

44:02

customer okay the second thing after

44:04

saying is that every business

44:06

is in the job i don’t care what business

44:07

you’re in your goal is to figure out

44:09

who’s your dream customer

44:10

and then get that person a certain

44:12

result right

44:13

like that’s the goal okay so i don’t

44:15

know who is okay and the second question

44:17

is okay here’s this big

44:18

journey they’re going on up the mountain

44:20

and the second thing is what is the

44:22

result

44:23

that i am getting for them okay

44:26

now in most businesses there’s a lot of

44:28

different types of results right now i

44:29

think like what’s what’s a certain

44:30

result that you can get for your dream

44:31

customer

44:32

okay so think about it’s like let’s say

44:34

you’re a dentist right so my dream clyde

44:35

are people in my local area

44:37

who want straight teeth right that’s my

44:38

dream client okay what’s the result i

44:40

get for them i help them get straight

44:41

clean white beautiful teeth

44:43

that’s the result i get somebody right

44:46

okay

44:46

if you are a masseuse who’s your dream

44:48

client it’s somebody who’s trying to get

44:49

in good shape right someone who’s

44:50

who’s trying to get their light their um

44:52

their their body in shape

44:53

things like that right there’s your

44:54

dream client what’s the result you’re

44:55

getting for them them getting out of

44:57

pain

44:57

helping them to be more relaxed and help

44:59

do whatever the thing is right there’s a

45:00

result i have for them

45:01

um if you are any business right um like

45:05

for example right now

45:06

before i started this whole five day

45:07

challenge my question was who are my

45:09

dream clients

45:09

my dream clients people are trying to

45:10

figure out how in the world to get leads

45:12

for their business

45:13

okay what’s the result i want to get

45:14

people i want to show them exactly how

45:16

to build out a lead magnet

45:17

uh um a squeeze page funnel and drive

45:20

traffic so they can start getting leads

45:21

like that’s the result i wanted to give

45:22

people

45:23

when they started on this path right so

45:25

for you those are two first questions

45:26

who’s your dream client

45:27

what is the major result you’re trying

45:28

to get for them okay

45:30

and now you stop for a second say okay

45:32

that’s the major result i want to try to

45:33

get for somebody

45:34

um so then the question is what is the

45:37

step-by-step process to get them the

45:38

result

45:39

okay you’ve been on this path before

45:41

you’ve already gotten this result

45:42

okay if you haven’t gotten this result

45:43

you’re not in the business of getting

45:44

people that result right

45:46

that way if you if you haven’t achieved

45:48

the thing you’re trying to promise

45:49

people you’re going to help them with

45:50

you shouldn’t be in that business right

45:52

okay so if you’re if you’re trying to

45:53

help some good result means you’ve

45:54

already gotten that result for yourself

45:56

so the question then is

45:57

well what were the steps for you to get

45:58

the result what was the first thing you

45:59

had to do

46:00

to get towards that result what was the

46:02

second thing you did what was the third

46:04

thing you did

46:04

what was the fourth thing you did what

46:06

was the fifth thing you got what were

46:07

all the steps you did

46:08

to get that result okay so think for a

46:11

second what were the things

46:12

here’s a five-day lead challenge guess

46:13

what my results were for number one i

46:15

had to create a lead magnet

46:16

right number two after okay lead matter

46:18

created lead funnel i said lead funnel i

46:19

had to create an email sequence

46:20

to build a relationship with the list i

46:22

thought i had to launch my photo get

46:23

traffic coming in

46:24

right and then so these were the steps i

46:25

had to do to get leads into my business

46:27

so before i do this whole training i sat

46:28

down saying what’s the framework i need

46:29

to teach people what are the

46:30

step-by-step process

46:31

that i have to show people to do to get

46:33

the same result that i got okay

46:35

so i take those step-by-step things and

46:36

i create what i call

46:38

a framework okay and a framework is just

46:41

the step-by-step process okay

46:43

in framework say step number one you do

46:44

this step number two you do this

46:46

step three four five six and like i walk

46:48

some people through the actual framework

46:51

okay you call the frame we call the

46:52

recipe this is the recipe right

46:54

if i’m my results to make a cake what’s

46:56

the first step making cake what’s the

46:57

second what’s the third what’s the first

46:58

it’s not difficult to make a cake

47:00

when you’ve got the recipe your job as a

47:02

business is to help people

47:04

you’re basically you’re creating a

47:05

recipe to get your dream customer a

47:06

certain result

47:07

that’s all it is every business i don’t

47:09

care what business you’re in you offer

47:10

people result

47:11

and you have some kind of framework some

47:12

kind of proprietary framework or recipe

47:14

or process or something you take

47:16

somebody through to get the result that

47:17

framework

47:18

um that that that process is what we i’m

47:20

gonna call it your framework okay i like

47:22

call them a framework but it’s a

47:22

framework it’s a step-by-step process

47:24

this is the thing that becomes your lead

47:26

magnet i’ll go deeper because people are

47:28

like well what

47:29

i do a lot of results what’s the right

47:30

one i’ll show you guys that here in a

47:31

few minutes but this is the first key is

47:32

the framework okay

47:34

um all right as i do notes here today i

47:37

was mapping out some

47:38

businesses i wanted to to share examples

47:40

for anyone you know because again people

47:41

always like how does this work for my

47:42

specific business

47:43

okay so here’s the framework so let’s

47:45

just say you’re a dentist right

47:46

your dentist your dream client is

47:48

somebody who’s trying to uh get straight

47:50

right teeth that’s the result they want

47:51

so what’s the step-by-step process

47:52

step number one you got to brush your

47:54

teeth every twice a day right morning

47:55

night step number two you’ve got to

47:57

floss

47:57

step number three gotta use mouthwash

47:59

step number four you gotta use teeth

48:00

water seven number five you gotta come

48:01

to dentist set number six and you have a

48:02

step-by-step process to get in that

48:04

result right

48:05

so if you’re a dentist that’s the

48:06

framework that becomes the lead magnet

48:08

to get somebody to come in

48:09

okay let’s say um uh

48:12

let’s say you are selling a ketogenic

48:14

diet or your network marketing program

48:16

it sells ketogenic things okay

48:17

so let’s say your dream clients people

48:18

trying to lose weight you lost weight

48:20

how did you do it here’s a step-by-step

48:21

process i used to lose weight on the

48:23

keto diet or the paleo diet or the

48:24

whatever your

48:25

thing is right here’s my step-by-step

48:27

process that becomes the framework now

48:29

that you’re going to share with people

48:30

okay um

48:33

oh i was going to show you some examples

48:35

so some of the products i’ve created

48:36

throughout the years

48:40

my very first product ever created

48:41

somebody hasn’t heard about this one was

48:43

my how to make potato gun

48:44

okay all this was was me

48:48

saying who’s my dream client somebody

48:49

who wants to make a potato gun right

48:51

what’s the result

48:52

i’m going to use my potato gun how to

48:53

make potato gun what’s the step-by-step

48:55

process

48:55

step number one you got to go to home

48:57

depot and buy the pipes step number two

48:58

you got to cut the pipes it’s like step

49:00

number three you got to get the glue

49:01

stick number four

49:02

and basically i wrote here’s the

49:03

framework uh step by step process to

49:04

create a potato gun

49:06

i sat there with a video camera and i

49:07

recorded myself teaching step one two

49:09

three four

49:09

but this was just a framework of how i

49:11

create how i made a potato gun

49:13

right that’s that’s it and that became a

49:14

product i could then sell or i could use

49:16

it as a lead magnet i could use it for

49:17

a coaching program whatever it is but

49:18

this framework is a step-by-step process

49:20

to get a certain result

49:21

okay there’s the result um

49:25

let’s see if you’ve read any of my books

49:26

right all my books

49:28

these t’s like dot com secrets are all

49:30

the frameworks of all the sales funnels

49:32

how to build sales funnels expert

49:33

secrets is the frameworks on how you

49:35

tell the stories to convert people

49:36

inside your funnels

49:36

traffic secrets are my frameworks to get

49:38

traffic right if you look at

49:40

one of my books network marketing

49:41

secrets these are all my frameworks if

49:43

my dream client’s a network marketer the

49:44

result is how to use funnels to get

49:46

leads for network marketing

49:47

this book was my step-by-step framework

49:49

to be able to do that right

49:50

um 30 days this is one of our products

49:52

called 30days.com

49:54

and what i did is i interviewed 30

49:55

people and i asked them this question

49:56

said okay

49:57

um let’s say you’re going through a

49:58

brand new complete newbie somebody

50:00

didn’t know anything right so there’s my

50:01

who

50:02

and their goal is how did i build a

50:03

business in 30 days using nothing but

50:05

clickfunnels what i do

50:06

and i had 30 people write a chapter

50:08

saying okay this is what i do my step

50:09

would be step one two three four and

50:11

this is the process i would go through

50:12

to get that result

50:13

i had 30 different people each write a

50:15

chapter in here

50:16

telling me what their step-by-step

50:18

result would be to help somebody who’s

50:19

brand new

50:20

to launch a funnel inside of click

50:22

funnels in 30 days okay i took all these

50:24

put into a book and became a product but

50:25

i could take one chapter out of this

50:26

and that chapter could be lead magnet

50:28

right like let me show you how

50:30

liz benny uh her 30-day plan to go from

50:33

from beginner to startup

50:34

however give me your email address give

50:35

you liz benny’s plan right i think one

50:37

of those out and that framework

50:38

is something that can become a lead

50:39

magnet okay

50:41

um all right so that’s kind of what uh

50:44

that’s

50:44

that’s what a framework is that makes

50:46

sense you guys and so all of you guys

50:47

have frameworks

50:49

um uh everything we use has the

50:52

framework so i wanna start thinking

50:53

like what what are your frameworks what

50:55

could your frameworks be okay because

50:56

everyone’s

50:57

everyone’s got them so let me start

50:58

thinking through that okay and i’m going

51:00

to show you guys in a minute how to pick

51:01

the right framework because my guess is

51:02

you have more than one

51:03

right most guys have more than one

51:04

result you get somebody okay but the key

51:06

there is you’re creating a framework

51:07

now one thing that i’m excited for for

51:10

today

51:10

you guys will learn about your homework

51:12

is how do you make that framework

51:13

tangible

51:14

right a lot of us have a framework oh i

51:15

have a process how do i turn that into a

51:17

lead magnet how do i make it a tangible

51:18

thing

51:19

okay how many has yesterday downloaded

51:20

the one pager i gave you

51:22

okay the one pager is my new favorite

51:25

tool as you can tell i’m obsessed with

51:26

every day of this challenge you are

51:27

getting a one pager and then i’m doing a

51:29

bonus one this weekend i created two

51:30

okay the one pager literally all it is

51:33

is taking

51:34

this framework you created and it’s

51:35

making it tangible

51:37

okay it’s tangible where somebody can

51:40

actually

51:40

take it they can give you the email

51:41

address you can give them something okay

51:43

so one page there’s a way to take your

51:45

framework and then turn it into

51:46

something you can give people

51:48

okay and uh and again your homework

51:50

summit tonight is gonna have a chance to

51:51

actually take your framework and you’re

51:52

gonna build that out one page or so when

51:54

it’s done

51:54

you’ve got this amazing one pager here

51:56

where uh it’s got your your entire

51:58

framework built out

51:59

okay like i said you guys got one

52:01

yesterday one of my one pages yesterday

52:03

as an example i’m gonna give you another

52:04

one today and you’ll see it as an

52:05

example

52:06

of an actual framework in fact can um

52:08

can you uh

52:09

back in the house you can just pull up

52:10

the the um the homework the framework

52:12

for today

52:13

okay so this is this is the framework

52:15

i’m gonna be giving you guys tonight for

52:16

your homework and i’m not gonna go

52:17

through it now but if you scroll down

52:18

really really quickly

52:19

this is basically taking day two’s

52:21

framework the step-by-step process and

52:22

it’s all in here

52:23

right so i took my framework and i made

52:25

it tangible by turning into one pager

52:26

now i’m gonna give all you guys so my

52:28

goal for you guys is the same kind of

52:29

thing

52:30

is we’re gonna take you take this

52:31

framework you’re creating or make it

52:32

tangible by turning into a one pager

52:34

then you can give somebody when they

52:35

give you the email address okay

52:37

okay um all right

52:40

um one other thing oh yeah one other

52:43

thing

52:44

as while we’re talking about frameworks

52:46

um

52:47

uh this is happening more than i think

52:49

most of you guys realize more than i

52:50

realize

52:53

and it’s um i want you guys to to see it

52:55

if you watch the way that i teach

52:57

the way the products i sell the things

52:59

i’m doing all the time they’re always

53:01

frameworks right

53:02

everything i’m doing is a framework and

53:03

dot com secrets there’s probably 30

53:05

different frameworks i shared expert

53:06

secrets is probably

53:07

22 different framers traffic seekers

53:08

like 40 frameworks like they’re just

53:10

different frameworks i’m teaching people

53:11

right

53:11

and they’re all in there um and i

53:14

have you guys know this is right here

53:16

this is the manual for uh unleash the

53:18

power thing

53:19

so this is interesting so ten years ago

53:21

um i went to

53:22

unleash the power within tony robbins

53:23

event actually probably 12 years ago now

53:25

first time i met him in person with this

53:26

event was really really cool and as i

53:28

went through this four-day event i

53:29

remember just being blown away i was

53:30

like this is the most amazing thing in

53:31

the world like i don’t know

53:32

how tony does this how’s he gonna stay

53:34

for 50 hours straight

53:35

without any notes and teach all this

53:37

kind of stuff and like has these trans

53:39

these things where he’s transforming

53:40

people’s lives like was just the most

53:41

amazing thing okay

53:42

i felt like almost like the wizard of oz

53:44

like how is he doing this i have no idea

53:45

how he’s

53:46

how he’s making this whole thing happen

53:47

right it was just it was so cool to see

53:50

um and so that was kind of the uh the

53:52

thing and then 10 years later

53:54

12 years later upwn virtual right and so

53:57

i wanted my kids to experience this so

53:58

we signed up

53:59

uh my wife my kids we all did it

54:00

together we got the workbooks and we sat

54:02

down and tony got on stage virtual stage

54:04

day number one he started teaching

54:05

and as he was teaching um really quickly

54:08

i was looking at this whole this whole

54:10

um his whole teaching through a

54:12

different lens

54:12

than i typically did right in the past

54:14

like 10 12 years ago the first time in

54:15

uvw i was just like this is amazing i

54:17

don’t really see what happening

54:18

okay now 12 years later i’ve had enough

54:19

experience i was like i want to i want

54:21

to study

54:22

not so much what he’s teaching but how

54:23

he’s teaching what like what’s his

54:24

process like how does this actually work

54:26

and day when he started teaching and

54:28

also he he started teaching and he broke

54:30

out his very first framework he started

54:31

teaching his very first framework there

54:33

was results he was trying to teach us

54:34

and he walked us through his first

54:35

framework

54:35

and i was like interesting so i did i

54:37

opened up my open my notebook

54:39

and the very first page here um i wrote

54:41

down the framework the framework was

54:42

called three levels of mastery

54:44

okay the the result that tony was trying

54:46

to get everybody at upw is let me show

54:47

you how to master something how to gain

54:49

mastery

54:50

he said there’s three steps to it step

54:51

number one is this step number two is

54:53

this and step number three is this

54:54

he spent like 45 minutes teaching three

54:55

levels of mastery and i was like cool

54:57

and then all of a sudden he went to the

54:58

next framework he’s okay next framework

55:00

he’s gonna say this maybe okay next

55:01

thing

55:01

is the three mandates of leadership i’m

55:03

gonna teach you guys the result how to

55:04

become a leader

55:05

he said there’s three mandates of

55:06

leadership step number one is this step

55:08

two to this step three is this and he

55:09

went on

55:10

i wrote down that said there’s the

55:11

second framework he taught three minutes

55:12

of leadership

55:13

and also tony went from there to the

55:14

next one he said okay i’m teaching you

55:15

guys my success cycle boom the result

55:17

how to be successful

55:18

okay here’s the step-by-step process for

55:20

the for the success cycle then he went

55:22

on the next one

55:22

it was the three decisions that changed

55:24

your life he said here’s the result i’m

55:25

going to

55:26

show you guys how to change your life

55:27

here’s the three decisions boom boom

55:28

boom okay then he went

55:29

um the three patterns of focus and

55:31

meaning right how to change the meaning

55:32

in your life okay how to change your

55:33

meaning you change the meaning you

55:34

change life

55:35

here’s the three um the the three

55:36

patterns of focus okay and then the two

55:38

primary fears

55:39

you’re struggling you have these fears

55:40

here’s your primary fears how to break

55:42

them number three the three ways to grow

55:43

business boom boom boom the two

55:44

ways to master skills the three forces

55:46

of creation the three chunks of

55:47

practical psychology the three things

55:49

that cause suffering uh the tried the

55:50

three molders of meaning and then the

55:52

six human needs

55:52

and i watched that was day one one two

55:54

three four five six seven

55:56

eight nine ten eleven twelve thirteen

55:57

thirteen so day number one at upw twenty

56:00

went through thirteen different

56:01

frameworks

56:02

this is how tony’s able to get up and

56:03

speak for 50 hours without notes

56:05

he’s like i have my frameworks i know

56:07

what they are and i’m just going to go

56:08

through them in order

56:09

step number one i’m going to teach you

56:10

guys the three levels of mastery so

56:11

number two the three man is leadership

56:12

so number three the success cycle and on

56:14

and on

56:15

and boom that was day number one upw day

56:17

number two he had a whole

56:18

another set of frameworks number three a

56:19

whole other set of framers number four a

56:20

whole nother set

56:21

okay all of you guys have frameworks to

56:24

do the thing that you do

56:25

you just didn’t know what it was right

56:27

first time i watched tony speak i’m so

56:28

mesmerized very i didn’t understand

56:30

and all of a sudden the second time i

56:31

was like i felt like it was like the

56:32

wizard of oz like i saw the guy behind

56:33

the curtain like oh

56:34

he’s he’s got a whole bunch of

56:35

frameworks that are amazing and he’s

56:36

teaching him like that’s the secret

56:38

right a lot of you guys like no i clean

56:40

people’s teeth like no you don’t okay

56:41

you went to dental school and somebody

56:43

taught you a result right you learned

56:45

the skill set and you came back and now

56:46

you follow the step-by-step framework to

56:48

get people’s teeth clean or you’re an

56:50

orthodontist and you know how to get

56:51

the results i get people see straight

56:52

that’s what i do no no all you did is

56:54

you went to college you learned the

56:55

framework you came back and now you

56:56

apply that framework

56:57

to get people’s teeth straight every

56:59

business you’re in that’s all it is

57:00

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