SFR 293: How My Offer Evolved

Here's a walkthrough of how my offer evolved after something I realized while building funnels for Russell (and his clients)...

Fulfillment is NOT one of the pieces that’s often exposed in a marketer's world.

We MUCH prefer to talk about something that (on the surface) can seem waaay sexier…

Have you guessed???

Yes, marketers LOVE…

• Sales
• Sales
• Sales
• Sales

And MORE SAAAALES!

But the reality is…

If you don't have great fulfillment - you’ve got a short road ahead of you.

This all dates back to my ClickFunnels days - you may have heard the story, but *Listen Up* ‘cause I want you to understand where this epiphany came from…

MY OFFER CREATION #RUSSELL’SWATCHINGME

I remember sitting with Russell as he coached his Inner Circle…

We were in the old office where we sat almost back-to-back…

We were a little bit off-center, but we were only feet away…

I had two monitors…

And on the left one, (if we both had nothing on the screen) ...his face would reflect off of his monitor onto mine…

Straight into my face!!!

I always tried to keep something on the screen - so that Russell wasn't looking at me.

I mean, what would you do if you were sitting right next to that guy???

...it was stressful for me for a little bit.

Anyway, when Russell was coaching his inner circle - they were usually nine hours burner days.

He coached really hard…

Eventually, he sat back, muted the mic, turned off the video, and took a deep breath.

I was like, "How are you doing, man?"

He's like, "That was A LOT!”

I was like, "Yeah, and you're still going... It's funny man, you're saying the same thing to every single person!"

And he goes, "I know, isn't that crazy?"

I said, "Yeah, it is crazy. Every business is pretty much the exact same."

(That's what really helped me realize that this works for every business. I was listening to him coach, pretty much every business scenario you could think of)

So we decided to create a program where, instead of getting bits and pieces of Russell's brain, there was a sequential order.

I spent six months going through 12 years of Russell's material…

• I ordered it
• I organized it
• I said, "Okay, in order to do this, you really have to know X, Y, and Z.”
• “In order to know that you really have to do one, two and three."

Last Funnel Hacking Live, (maybe it's two ago)???...

Russell screenshotted my spreadsheet - it was HUGE!!!

It was five full *very small font* spreadsheets - which actually became the basis of the first Two Comma Club coaching program…

I was the only coach for 675 students...

For a whole year, I worked with the students.

And as part of their membership, they came to a three-day live event.

Now, I'm telling you this because this LIVE EVENT very much influenced the way I do OfferLab today.

 

(... and if you don't know what OfferLab is, I'll tell you in a second.)

HAVE YOU HEARD OF MY OFFERLAB?

So what happened is…

I've ALWAYS had this itch to get on stage (I even dream about it)...

So I asked Russell, Please put me on a stage!, I really wanna do the 3-day event."

And he's like, "Okay, sounds good."

We decided that he would teach the first time - so that he could test all the material... and then I would teach all the follow-up events.

And so that's exactly what happened.

Russell taught the first event and tested all the material - then I taught the others - it was a lot of fun.

(Russell and I talk about how we ran the FHAT events together in the NEW rewrite of Expert Secrets.)

People paid 18 to 30 grand-ish, (something like that), to be in the room for three days.

And the focus was on webinars.

I know that there's all this disbelief around webinars…

Well…

Webinars work REALLY well, which is why I do them constantly and for EVERYTHING.

So when I started realizing that I needed to ClickFunnel for my own personal growth, I was like, "Hey man, I don't really wanna go, but I need to."

And luckily, Russell was super cool about it; he was like, "I get it completely, go."

And so I left.

When I left, Russell didn't wanna keep being the guy that would fulfill on those live events...

A three-day live event as the CEO of ClickFunnels - that's rough.

And so, the FHAT event stopped.

I did the final FHAT event three weeks after I had left ClickFunnels.

I'm not saying good or bad - that's not the point of this.

I'm saying that because I was so heavily involved in going through 12 years of Russell's stuff, (it took me six months to do it, organize it, then we launched it and then I coached it on the back-end)...

OfferLab is heavily influenced by that experience because I saw:

• "Oh, this is what people want!”
• “This is where people struggle.”
• ‘These are the things that people are gonna have a hard time with."

It was 675 students in just the first round…

So by the time I was no longer coaching that program and it was re-la...