1

2
 Welcome To Your Funnel Hack-A-Thon!
Dear Friend,

Congratulations and welcome! The next few days you will begin a journey towards creating a
business that will not only help you to achieve the financial freedom you want and deserve, but
also to change the lives of the people you will serve.

Over the past decade I have been literally obsessed with how businesses (both online and
offline) generate and monetize customers. While learning and applying these methods in my
own businesses as well as hundreds of others around the world, I have developed a process
that we’ve used countless times to double the traffic, conversions and sales for almost any
product or service online.

Make sure you take full advantage of all of the tools that you have been given inside.
Make sure you take advantage of everything we’ve given you, and then go home and take
action immediately.

I’m truly excited and privileged to have this opportunity to share with you the best of what I
have learned. Enjoy this program, but more importantly, USE IT!

Thanks,

Russell Brunson
CEO ClickFunnels
DISCLAIMER:

The information contained in this book is for general guidance on matters of interest only. The application
and impact of strategies, theories and laws can vary widely based on the specific facts involved. Given the
changing nature of market forces, laws, rules and regulations, and the inherent hazards of communication,
there may be delays, omissions or inaccuracies in information contained herein.

Accordingly, the information in this book is provided with the understanding that the authors and publishers
are not herein engaged in rendering legal, accounting, tax, corporate finance, investment, banking, or other
professional advice and/or services. As such, it should not be used as a substitute for consultation with
professional accounting, tax, legal, corporate finance, investment, banking, or other competent advisors.

Before making any decision or taking any action, you should consult a professional advisor. While we have
made every attempt to ensure that the information contained in this book is reliable, SuccessEtc.com LLC is
not responsible for any errors or omissions, or for the results obtained from the use of this information. All
information in this book is provided with no guarantee of completeness, accuracy, timeliness or of the results
obtained from the use of this information, and without warranty of any kind, express or implied, including, but
not limited to warranties of performance, merchantability and fitness for a particular purpose.

In no event will SuccessEtc.com LLC, its related partnerships, corporations or other entities, or the partners,
agents or employees thereof be liable to you or anyone else for any decision made or action taken in reliance
on the information in this book or for any consequential, special or similar damages, even if advised of the
possibility of such damages.

Certain information in this book may have come from other sources (including websites) created and/ or
maintained by partnerships, corporations or other entities related to SuccessEtc.com LLC or by third parties
unrelated to SuccessEtc.com LLC As such, SuccessEtc.com LLC makes no representations as to the accuracy or
any other aspect of this information.

COPYRIGHT INFORMATION:

All copyrights belong to their respective owners. The word mark and logo "SuccessEtc.com LLC" are registered
trademarks owned by SuccessEtc.com LLC This book and its contents are the copyright of SuccessEtc.com LLC
SuccessEtc.com LLC is incorporated in Idaho, United States of America.

Copyright © Etison LLC

All Rights Reserved
 Table Of Contents
Day #1 – Your Mass Movement
Introduction: Creating Your Mass Movement 9
Session #1: Becoming the Charismatic Leader 12
• Session #1a: Creating Your Niche / Funnel Hacking 15
• Workshop: Funnel Hack Your Top 3 Competitors 19
• Session #1b: The Attractive Character 20
Session #2: The Cause 24
Session #3: Your New Opportunity 32
Workshop: Tricks to Boost Facebook Posts 38
Session #4: Getting Your First 100 Responses 39
Workshop: Facebook Live Your Ask Campaign 39

Day #2 – Building Your Epiphany Bridge

Session #1: Your Ask Campaign 41
Session #2: The Hero’s 2 Journeys 44
Workshop: Facebook Live Your Origin Story 49
Session #3: False Belief Patterns 50
Session #4: The Stack Slide 59
Workshop: Facebook Live Your 3 Indoctrination Videos 62
Session #5: Creating Perfect Webinar Slides 63

Day #3 – Delivering Your Message

Session #1: The Perfect Webinar Model 121
Workshop: Russell Delivers Facebook Live Perfect Webinar 132
Workshop: Now It’s Your Turn 133
Session #2: More ‘Perfect Webinar’ Funnels 134
Session #3: Fill Your Funnel 139
 Day#1
Your Mass Movement

8
Introduction: Creating
Your Mass Movement

9
10
11
 Session #1: Becoming The
Charismatic Leader

Who Do You Want to Serve?

The answer to that question is typically people who were just like you before you became
an expert, right? As a charismatic leader, you’re going to lead people on a path you’ve
walked before.

12
13
14
 Session #1A: Creating Your
Niche / Funnel Hacking

Question #1) What Is Your ONE Market?

Example: I’m In Health, Wealth, or Relationships

15
Question #2) What Is Your Sub-Market?
Example: “I’m in Health, my Sub-Market is Nutrition...”

16
Question #3) What Is Your Niche?
Example: “My hot market is wealth, my submarket is real estate, and the niche is flipping
houses on eBay.”

Core market g submarket g niche

Health g nutrition g high-fat diets
Health g weight loss g weight loss for college students
Wealth g real estate g flipping houses on eBay
Wealth g online business g Facebook traffic for e-commerce products
Relationships g parenting g dealing with teenagers
Relationships g dating g how to recover after a breakup

17
Question #4 – Would people in this SUB-MARKET be excited about the new opportunity
in my niche?
Note: Would people in real estate be excited about this new niche?

Question #5 – Are the people in this market irrationally passionate?

Note: Are YOU irrationally passionate about your topic?

Communities: List online forums and message boards and social groups dedicated to
this topic...
Example: “I found big Facebook groups, YouTube channels, etc with others geeking out

18
Vocabulary: List your market’s own special language
Example: “Email SMTP, split testing, squeeze pages”

Events: List events your market holds?

Example: “online or offline conferences, seminars, summits, or masterminds”

Other Experts: List this market’s celebrities and gurus?

Example: “online or offline conferences, seminars, summits, or masterminds”

***Workshop***
Funnel Hack Your Top 3 Competitors
• Optin to, click on, screenshot, buy everything
• Check traffic sources and volume
• Contact and ask about sales volume
• Draw out their processes

19
 Session #1B: The
Attractive Character

Rule #1 – Become an attractive character, and live the life your audience wishes they could live.
Rule #2 – Maintain absolute certainty.
Rule #3 – Don’t be boring.
Rule #4 – Understand how to use persuasion.
Rule #5 – Care...a LOT.
Rule #6 – Offer them value from their perceived relationship with you

Briefly, what is your backstory related to your new niche?

Example: “Struggled for 4 years to flip houses”

20
What Are Some Of The Parables You’ll Tell?
Example: “My potato gun site worked again after I added an upsell”

List Character Flaws Related And Unrelated To Your Niche?

Example: “I hate driving Facebook traffic. Talking on the phone makes me nervous.”

What Polarity Will You Have?

Example: “There’s no tool like ClickFunnels.” “We don’t stand for VC Funding here at all.”

What Is Your Attractive Character Identity?

Example: “I am the Reluctant Hero”

21
“People will do anything for those who encourage their
dreams, justify their failures, allay their fears, confirm
their suspicions, and help them throw rocks at their
enemies.” – Blair Warren
How Will You Encourage Customer’s Dreams?
Example: “Remember, You’re Just One Funnel Away”

22
What Suspicions Will You Confirm?
Example: “My Submarket is suspicious that VC firms will take control of their business”

What Enemies Will You Through Rocks At?

Example: “Other Landing Page Software’s. I’ll call them by name...”

What Fears Will You Allay (Diminish)?

Example: “Creating A Funnel Takes Too Much Of My Time”

What Common Failures Will You Justify?

Example: “It’s not your fault that your ads didn’t work. Google changed their algorithm again...”

23
 Session #2:
The Cause

Where can they place their hope and faith?

Example: “You’re Just One Funnel Away...”

24
How Will You Help Them Break Their 4-Minute Mile?
Example: “I’m creating the 2 Comma Club”

How Will You Help Them Self-Identify? This Is ALSO Your New T-Shirt Slogan!!
Example: “I will call everyone ‘Funnel Hackers’ In Audience...”

25
 Title Of Liberty #1:
The Mini Manifesto

Create A Mini-Manifesto For Your Following

26
 Title Of Liberty #2:
The Manifesto

Create A Manifesto For Your Following

27
28
 Title Of Liberty #3:
The Video Title Sequence

Identify the charismatic leader. Who are you?

Example: “My name is Russell Brunson...”

29
Name Your Movement...
Example: “I’m part of a group of underground entrepreneurs you’ve probably never heard of”

US vs. THEM
Example: “We don’t rely on cash from venture capitalists to get started, and we don’t even
have goals to go public either”

Why are you different?

Example: “Because we’re fighting against the big brands, people with literally unlimited
budgets, we have to do things differently. We have to do things smarter.”

30
Who or what are you collectively fighting against?
Example: “If you asked the MBAs or look in the college textbooks, they’d tell you that what
we’re doing is impossible. Yet it’s happening.”

Who you ARE!

Example: “We are funnel hackers, and these are our stories!”

31
 Session #3:
Your New Opportunity

What Is Your New Opportunity?

Example: “Teaching People How To Flip Houses On Ebay”

32
Is my new opportunity going to elevate the status of my buyers or will their status decrease?

What about your new opportunity COULD someone LOSE status over?

How will you make sure they’re guaranteed to not lose status if they fail?

33
Who / What Statement
Example: “I am going to teach _____ to _____”

The Opportunity Switch Headline

Example: How to [result they desire most] Without [thing they fear most]

34
 The 5 Curiosity Hooks
Getting Out of The Red Ocean

1. Little-Known, Big Differences: Show that knowing “this” could make all the difference
to succeed. Example: “There’s this little-known thing called ketosis. Hardly anybody is talking
about it. But when you learn it and use it, you’ll see a huge difference in your energy levels
and how fast you can lose weight.”

35
2. Well Known, Little Understood: Show how they’re sabotaging their success because of
missing details. Example: “We all know that refined sugar and carbs are bad for us. But what
almost no one understands about low-carb diets is the concept of ketosis..”

3. This Changes Everything: Something new has just happened in your submarket.
Example: “instantly put your body into ketosis, kills your cravings and help you makes losing
weight easy. This changes everything”

4. The Crystal Ball Theory: Show they can have early success before this knowledge is
common. Example: “The diet of the future takes low-carb to the next level—you can drink
ketones and instantly put your body into ketosis.”

36
5. Revisiting the Fundamentals: Things are getting way too complicated. Your new
opportunity, on the other hand, takes things back to basics.
Example: “Diet trends have really gotten out of control lately. It’s time to go back to the
basics. With the ketosis diet, you only have to do two things...”

37
 ***Workshop***
Tricks To Boost Facebook Posts

Guest Speaker And Facebook Expert: John Parkes

38
 Session #4:
Getting Your First
100 Responses
***Workshop***
Facebook Live your ‘Ask Campaign’ now
and begin collecting responses
(you’ll use them soon)...
1. Facebook Live, Email, Phone Call, etc your Ask Campaign
2. Collect 100 Responses
3. Aggregate Common Responses Into A Table Of Contents

What 6 Modules Will You Deliver In Your Free MasterClass?

1. _____________________________________________________________________

2. _____________________________________________________________________

3. _____________________________________________________________________

4. _____________________________________________________________________

5. _____________________________________________________________________

6. _____________________________________________________________________

39
 Day #2
Your Epiphany Bridge

40
 Session #1:
Your Ask Campaign
Your Ask Campaign:

“How To ________________________________ Without _________________________.”

“What’s Your #1 Question About _____________________________________________.”

Example: If I can make people believe that funnels are the key to online business success and
are only attainable through ClickFunnels, then all other objections and concerns become
irrelevant and they have to give me money.

If I can make people believe _________________________________________________

41
is/are the key(s) to ________________________________________________________

and is/are only attainable through ___________________________________________,

then all other objections and concerns become irrelevant and they have to give me money.

What Is Your Origin-Story Epiphany Bridge?

Example: “I realized I knew how to drive traffic, yet I didn’t know how to make it convert.
That led me to investigate what a sales funnel was”

42
Example: Websites Sales Funnels

List 3 “Kinda Like” Bridges To Help Your Audience Understand Your New Opportunity:

1.

2.

3.

43
Session #2

44
 Plot
Statements

Write 3 Plot Statements For Your Business:

Character Desire Conflict

Example: Russell Provide for family Google’s ad costs

45
 Continued...

Write Simple Plot Statements For 2 Of Your Favorite Movies:

1.

2.

46
47
48
 ***Workshop***
FB Live Your Origin Story Right Now...

49
 Session #3

Step #1 –
What “false chains of belief” might your potential customer have about your new opportunity?
Example: “If I joined a network marketing / MLM program, I could lose my friends.”

50
 Step #2 –
What is the most likely experience your prospect had that caused this belief?
Example: “One time I joined an MLM, I tried to sign up my parents, and they got mad.”

Step #3 –
What is the false story they are telling themselves now that’s creating doubt about your
new opportunity? Example: “My story is that people have to bug their friends and family to
have success in network marketing.”

51
 Step #4 –
Find an epiphany bridge story (usually in your own life, but it can also work if you share
someone else’s story) that shows how you once had a similar belief, but because of this
new story, you now have a new belief pattern, and that the old story you were telling
yourself was wrong. Example: “I also thought I had to give up friends if I joined an MLM, but
then I learned that you can actually generate leads online. The internet is full of people who
want to join my program! So I can grow my team without involving my friends or family.”

52
53
54
Step #1 - Write Your Previous ‘Opportunity Switch Headline’ Here:
*How to [result they desire the most] Without [thing they fear the most]

How To

Without

Step #2 – Write Your Previous Big Domino Statement

If I can make people believe

are/is the key to

and are only attainable through

then all other objections and concerns become irrelevant and they have to give me money.

55
Step #3 – List False Belief’s About ‘The Vehicle’
*Example: “Funnels sound cool, but I don’t understand how they work.”
•

Step #4 – List False ‘Internal Beliefs’ *Example: “I’m sold on funnels, but I’m not technically
inclined, so I don’t think I could build one.”
•

Step #5 – List False ‘External Beliefs’ *Example: “I think I could build a funnel, but even if I
did, I don’t know how to drive traffic into it.”
•

56
 Okay, now take the top false vehicle
belief, internal belief, and external belief
and turn them into a “secret”.
Secret #1 – Write Your Vehicle Based Secret
Example: “I don’t understand how.”
Turns to... “How to Ethically Steal Over $1,000,000 Worth of Funnel Hacks from Your Competitors
for Under $100”

57
Secret #2 – Write Your Internal Based Secret
Example: “I’m not technical.”
Turns to... “How to Clone a PROVEN Funnel (Inside of ClickFunnels) in Less Than 10 Minutes”

Secret #3 – Write Your External Based Secret

Example: “I don’t know how to drive traffic”
Turns to... “How to Get the Exact SAME Customers Who Are Currently Going to Your Competitors
To Start Coming To Your Funnel Instead!”

58
 Session #4

Element #1 – The Opportunity Switch Masterclass

The actual system that teaches them the new opportunity. This is what you will teach your
beta group during your free masterclass. After you teach it once for free, it will be fleshed
out in more detail to sell.

Name Your MasterClass And Assign A Retail Value...

59
 Element #2 – The Tools
Tools you can give them to make the process easier for them and help them succeed. (i.e.
checklists, software, templates)

Name Your Tools And Assign A Retail Value...

Element #3 – Tangible #1
(Related to the Vehicle)
What tangible thing can you create to help them change their belief? (example: case studies
or examples of success to include as this bonus)

Name Your Tangible #1 And Assign A Retail Value...

Element #4 – Tangible #2
(Related to Internal Struggle)
These are beliefs about THEMSELVES that make them think they can’t succeed? I discovered
that one of their biggest fears was writing the copy for the funnel pages. So for this element,
I gave people my copywriting course, as well as all my templates and swipe files, so they can
easily complete that part of the process.

Name Your Tangible #2 And Assign A Retail Value...

60
 Element #5 – Tangible #3
(Related to External Struggle)
An outside force that might make it difficult for them to succeed. For my Funnel Hacking
offer, getting traffic was the big external struggle. So we created a course showing how to
drive traffic into their funnels.

Name Your Tangible #3 And Assign A Retail Value...

Element #6 – Exclusive Bonus

Finally, give them personal access to you via an accountability group, a phone consultation,
or a mastermind event. Everyone in your beta group should have access. But when you start
to sell this course, it should be an exclusive that you only offer to a certain number of people
who order quickly. It’s a “fast action” bonus that gives urgency and scarcity to your offer,
making it more appealing.

Name Your Exclusive Bonus And Assign A Retail Value...

61
 ** Workshop **
Facebook Live Your 3
Indoctrination Videos

62
 Session #5:
Creating Perfect
Webinar Slides
1) Title Slide

63
64
2) Intro/Rapport

65
3) The Ruler: Goal #1 - Inclusive

66
4) The Ruler: Goal #2 — The Big Domino

67
 5) Goal Continued

Example: If I can make them believe that [new opportunity] is key to [what they desire
most], and / but it is only attainable through [specific vehicle], then all other objections and
concerns become obsolete.

68
6) Qualify Yourself

69
7) Epiphany Bridge Story #1 (Origin Story)

70
8) Liken Your Story to Them

71
9) Case Study/ Proof

72
10) Transition to the 3 Secrets

73
 11) Delivering the Content
Breaking and Rebuilding Belief Patterns

74
12) State the Secret

75
13) Share Your Epiphany Bridge

76
14) Show Other People’s Results

77
15) Break the Related Beliefs

78
16) Restate the New Belief as an Undeniable Truth

79
17) Rinse and Repeat for Secrets #2 and #3

80
18) The Question

81
19) Transition to Sales

82
20) The Stack

83
21) What You’re Gonna Get...

84
22) Quick High-Level Recap of Deliverables

85
23) Offer 3 Case Studies

86
24) Who This Works For (All-Inclusive)

87
25) Destroy the #1 Reason People Don’t Get Started

88
26) Stack Slide #1

89
27) Introduce Element #2: The Tools

90
 28) You’ll Be Able To... /
You’ll Be Able to Get Rid Of...

91
29) The Problem This Tool Solved for You

92
 30) How Much Time /
Money This Tool Will Save Them

93
31) Break Related Beliefs About the Tools

94
32) Stack Slide #2

95
33) Introduce Tangible By-Product #1
(Related to Secret #1)

96
34) Pain and Cost

97
35) Ease and Speed for Them

98
36) Break Related Beliefs

99
37) Stack Slide #3

100
38) Introduce Your Other Two Tangible By-Products

101
39) Stack Slide #5 (The Big Stack)

102
40) If / All Statements

103
41) 2 Choices

104
42) What Would the End Result be Worth?

105
43) Price Drop

106
44) Price Reveal

107
45) Price Justification

108
46) You’ve Got 2 Choices

109
47) Guarantee

110
48) The Real Question Is This...

111
49) Stack Slide

112
50) Urgency / Scarcity Bonus

113
51) Closing Call to Action / Q&A Slide

114
 The Trial Closes
• Are you ready to get started? • You’ve heard them talk about this before, right?
• Are you getting all this? • Isn’t that cool?
• Is this making sense? • Isn’t that exciting?
• Can you imagine if that happened to you? • Am I right?
• Who here wants a free copy of _? • Can you see yourself doing _?
• Would you like to be our next case study? • I’m sure you’ve noticed this too, right?

115
 The Closes

Money Is Good:

Information Alone?

Us VS Them:

116
Only Excuses:

Disposable Income:

Money or Excuses?:

The Hand Hold:

117
Reluctant Hero:

Money Replenishes:

Your 2 Choices:

Say Goodbye:

If You Only Got:

118
Break Old Habits:

Their 2 Choices:

Now & Later:

Close Close:

119
 Day #3
Delivering Your Message

120
 Session #1: The
Perfect Webinar Model

Russell’s Typical Results:

$3 Per Registrant g 1,000 Registrants Per Week ($3k Ad Spend)
g 25% Show-up Rate (250 People)
g 10% Close Rate @ $997 (25 Sales / $25k)
g Double Sales on Follow-Up (Additional $25k)

121
122
 Step 1) Send Traffic To The Registration Page

1. The picture makes NO sense. When you look at it, you have no idea what it is or why
I’m doing it. It arouses curiosity. Find a picture of you that’s kinda related to the topic
but kinda strange to help increase your conversions dramatically. I do NOT recommend
putting video on a webinar registration page. Rarely (if ever) will it beat a strange image.
But if you do a video, be sure to test the page without a video as well.

2. The headline builds a TON of curiosity.

My Weird Niche Funnel That’s Currently Making Me $17,947 Per Day...

And How You Can ETHICALLY Knock It Off In Less Than 10 Minutes!

3. The page uses urgency and scarcity. Nothing gets people to act (register, show up, and
buy) better than urgency and scarcity. These are your secret weapons—use them.

123
 Step 2) Send registrants to a thank-you
page with a self-liquidating offer.

1. Self-liquidating offer means it liquidates your ad costs.

2. If they buy something that complements what the webinar is about, they are more likely
to show up live.

3. Buyers in motion tend to stay in motion, unless you do something to offend them. That
means if they buy from you BEFORE the webinar, they are a lot more likely to buy from
you ON the webinar.

124
 Step 3: Send a series of indoctrination emails.
So during the in-between time, I send registrants videos to help introduce them to my
philosophy, get them excited about the webinar, and presell them. For me, each of the
videos is pre-selling them on one of my 3 secrets. Remember, each of the 3 secrets is tied
to a false belief pattern. So I make a video talking about that belief pattern, and then tell
them that the webinar will help them discover why that isn’t true, and why the opposite IS
actually true.

Step 4: Send reminders.

The reminders start on Wednesday. Just send quick emails and / or text messages that
say something like: “Hey, don’t forget we’re talking about __________ live tomorrow at
__________.” People don’t always read every email, so I like to send one the day before we
go live, one the morning of the webinar, one an hour or so before we start, another about
15 minutes before, then a final one that says, “We’re live—join us!”

125
 Step 5: Present the webinar live.
1. The webinar should be about 90 minutes long. The first 60 minutes, you focus on breaking
and rebuilding their false belief patterns. This is typically the hardest part for people to
get right.

2. The last 30 minutes is the pitch. You deliver that with the stack, and add in the closes.
When the 90 minutes is over, I usually spend the remaining 15–30 minutes for Q & A,
closing people between each question.

3. The best time of day for your webinar depends a lot on your market. So WHEN you
present the webinar will depend on your particular audience.

4. I like presenting my live webinars on GoToWebinar.com. Some of my friends use

WebinarJam or other software. Each system has pros and cons, so you have to figure out
what’s best for you.

5. Typically, about 25% of the registrants show up on the webinar. If fewer than 25%
attend, focus on the indoctrination sequence, sending test message reminders before
the webinar, emails one hour before the webinar, and again 15 minutes before. You’ve
paid a lot of money to get them registered, and you’re going to have to push hard to get
them to show up.

6. When I transition from the content to the pitch, I check how many people are still on the
webinar, and I base my closing stats on that number. So if I have 250 people who are still
on the webinar when I start the pitch, and I know that I typically close 15%, I’ll probably
make about $37,500.

126
 Step 6: Send follow-ups
and create last-minute urgency.
• Some people get REALLY intense with their replay campaigns, but the basics are urgency
and scarcity. That’s what gets people to take action. I usually DOUBLE my sales during
the days after the webinar.

• Friday, Saturday, and Sunday you will deliver follow-up emails including the webinar
replay link. The first day, I talk about what a great response we had on the live call and
offer them a chance to watch the replay...if they access it quickly. When the cart closes,
the replay link disappears as well.

• The next day, I send a PDF cheat sheet (similar to CliffsNotes) that briefly summarize
what we covered in the webinar. Some people are more visual learners who prefer to
read text over watching a video. People are busy and they may not have time to go
watch your 90-minute presentation—but they WILL scan over your PDF. In this email,
I also remind them that the offer is only live until Sunday. These few days are all about
amping up the urgency and scarcity. If people think they have all the time in the world
to buy, they won’t.

• On the last day, I send a couple of emails reminding them that the cart closes at midnight.
I recap the main reasons they should buy and leave it at that. It’s amazing how many
people will hit the Buy button one minute before midnight!

127
 Step 7: Close the cart
Sunday at midnight, it’s time to close the cart. The offer is done, and the Buy buttons are
deactivated. That’s it. You’ve completed your Perfect Webinar.

Step 8: Repeat...

128
*30 min version of your webinar

129
130
131
 ***Workshop***
Russell Delivers Facebook Live Perfect Webinar

132
 ***Workshop***
Now It’s Your Turn...
1. Write Your ‘One Thing’, 3 Secrets, ‘Stack’, And “Call To Action’ On Paper...
2. Deliver Your 30 Minute Perfect Webinar On Facebook Live To Your Audience

133
 Session #2: More ‘Perfect
Webinar’ Funnels

Question #1
“Imagine you and I were to start working together today. I teach you everything I know
and do everything I can to help you get results. Now imagine we’re sitting in a coffee
shop a year from now. What would have happened for our time together to be a success?
What would make you believe that this was the best decision you ever made?”

Question #2
“Clearly, you know what you want. You’ve painted a really great picture for me. So let me

134
 ask you this—why don’t you have it yet? What’s been standing in your way or holding
you back?”

Question #3
“I want you to think about what resources you have access to that you’re not currently
utilizing 100%. Who do you know? What talents do you have? What books or training
materials could you get hold of? What resources do you have that could help us get you
closer to your goals?”

Whatever they come up with is good. Encourage them to keep thinking. Keep asking, “What
else? What else?” until they run out of ideas. When they do, you say this:

“Okay, so let’s review. You told me you want __________ because __________. And
you don’t have it yet because __________. I have __________ resources to help with
that. We can take care of that, no problem. And you have __________ and __________
resources to help us, which is great. Do you believe we can overcome the obstacles and
reach your goals with our combined resources?”

Question #4
“So I only have one more question. Do you want me to help you?”

Then stop talking. Don’t say another word until they answer you. Most of the time, they will
say yes. Then all you have to do is say:

“Great! Here’s how it works. My fee is $20,000. For that money, you get __________.
I’m here to help you. I can transfer you over to my assistant to take care of the financial
details right now. Would you like to do that?”

If they say yes, you’re done. Usually the only reason they won’t agree at this point is because
they don’t have the money. If that’s the case, you can offer a payment plan.

“I do offer a payment plan, if you need it. It’s a little more expensive that way. You can

135
 pay $2,000 a month, which comes out to an extra $4,000 a year. Would you prefer that?”

If you’ve done a good job with the questions, and they can afford your fee, then you should
close most of the people you talk to. Just send them off to your assistant to handle the credit
card details, and you’re all set. And that’s how the 4-Question Close works. Pretty sweet, huh?

136
 Email Funnels
_______________

137
 Epiphany Bridge Product Launch
_______________

138
 Session #3:
Fill Your Funnel

139
Who Are The Major List Owners In Your Sub-Market?

1.

2.

3.

4.

5.

Who Are The Major Bloggers In Your Sub-Market?

1.

2.

3.

4.

140
5.

What Are The Major Podcasts In Your Sub-Market?

1.

2.

3.

4.

5.

What Are The Big Social Media Groups In Your Sub-Market?

1.

2.

3.

4.

5.

141
Dig Your Well Strategy Step #1

• Follow, Subscribe To, Buy Their Products.

• Build A Relationship

Dig Your Well Strategy Step #2

• Promote THEM First (podcast interview, etc)

Dig Your Well Strategy Step #3

• Ask What Project Is Most Important To Them

• Add Value To, And Help Complete Their Project

142
Promotion Strategy #1 – Physically Mail
• Ask Them To Promote You And Your Product To Their Following
• Mail A Physical Newsletter And Package Every Month About Promotions They Can Be
Part Of

Promotion Strategy #2 – Target Ads

• Target Specific Ads To Your Dream 100 Followers

Promotion Strategy #3 – Integration Marketing

• Find The “Holes” In Your Dream 100 Sales Funnel’s And Ask To Add In Your Product, Co-
Create A Product, Or Simply Add A “ps” In Their Emails...

143