All language subtitles for 01-The Secret Formula Framework

Hey, remember, name is Russell.

Brunson I want.

To welcome you to our funnel nology
course today.

I'm going to be, talking, about the new
art.

And science of funnel.

Building and we'll be.

Going over a lot of the core, concepts,
about how to.

Build the funnel how?
To build an offer how to.

Have value ladders ascension funnels.

And all the different.

Types of funnels.

Throughout the value ladder.

What are the?
Lead funnels.

What are the unboxing funnels?
What are the?

Presentation funnels.
What are the high ticket funnels?

And it's going to be a lot of fun now my
guess is that during this training.

There's different people listening to
this and for.

Some of you guys.

Some of these.

Concepts are.
Going to be review some of you guys.

Everything I say is.

Going to be brand new and you're.

Gonna be freaking out.

The first time around, I want to

recommend that if you are someone who's
advanced, you're.

Looking at this.

Pay attention because a lot of.

New things going to be introducing.

There'll be similar frameworks.

You're familiar with.

There's new stuff.

Weaved in through every single
presentation as well and I think

everything kind of value whether you
been.

Doing this for a.

Decade or.

Decade and a half like me or if you're
brand new beginner who try to figure out

how in the world can I grow?
My business.

Online with sales funnels for both of you
guys.

These this course this.

What's called phonology?

Is going to help you.

I called.

The new art and.

Science of funnel.

Building because.
The first time I ever.

Taught this I spent.

The 1st 10.

Years of my, of my career.

Online doing funnel building.

I launched tons of companies we had.

Weight loss companies.

We had diabetic neuropathy companies we
had speed.

Reading companies we had baby sign
language, potato, gun DVD's We had all

sorts. Of products and services where I was.

Building funnels and doing this.

And about.

Five or six years ago, I decided to start
teaching people about this.

And I wrote my very first book.

nevercalled.com secrets.

Which was?
The first real introduction.

To sales funnels and how?
People can use funnels.

To grow companies.

And about the same.

Time we launched.

The book we launched our software

company. Click funnels.

And hand in hand, that became the
guidebook.

To help people actually use funnels
inside their business.

And for the last, 5, years it's been
really.

Fun watching.
People grow huge companies.

Off of that foundation now it's been.

Fun is right now my third book is coming

out really soon and I had a really short.

Window to have a chance to

actuallyrewritethe.com
secrets book and.

It's funny the first?
The 1st.

Edition was 58,000 thousand words I.

Deleted 30000 thousand words.

And then the.

Book ended up being I think.

94,000 thousand words, so it's a lot
bigger.

So even though some of the concepts in
the book and some of the concepts.

You may have heard before.

There's a lot.

Of new stuff weaved into it.

I think you guys are going to love and

you get obsessed about if you geek out
like me on funnels, you're going to love

everything we're talking about today, so.

That's what this new.

Presentation is really based.

On a.

Lot of the core methodologies they're.

taughtinthenew.com secrets book and it

should give you a really good foundation
to prepare yourself for whatever.

Business you're in, OK.

So what I recommend?

Is while you're.

Going through training courses, sit, back

take out a.

Pad of paper take.

Out some notes, and as you're learning
the concepts, only take notes on it, but

at the.
Same time.

Start thinking about it.

In the lens of your business like.

How would this work in my business?
How would this?

Piece work.
And start thinking about things.

You start.
Visualizing and seeing how this would fit

in your business.

The more you visualize, the more it

becomes real to you, and the more likely
you are to.

Actually, use that as a tool.

I don't know about you, but I always, my,

entire career I struggled.

In school, I think a lot of.

Times because I was.

Sitting there. Isn't the?

Teacher talking and telling.

Me stories.

And I'd be trying.

To pay.

Attention, take notes.

I'm like.

I have no context of how this is valuable
in my life.

It's because of.

That we go right.

In one ear and.

Right out the other one just.

As fast, right?
And so for me.

Education got exciting when I had
something.

To actually apply it to.

Since I had a business and I learned

something, I'm like, oh that's
interesting and I tried it and it worked.

Also I was like.

Oh my gosh, I want to learn everything I

can and I started reading.

Books and go buying.

Courses and going to seminars and events
and everything I could do to dump in

ideas into this side of my brain so I
could test them over here and the ones

that worked.
And the ones that stuck, we started.

Using over and over and over again.

And through that process I was able to.

Build companies they've done.

Hundreds of millions of.

Dollars in sales.

And so my goal for you is that I don't

want this.
Stuff just to bounce off you go in.

One ear and out.

The other one.

I want to be.

Meaningful to you?

I want.

To be able to use it so as I'm telling.

You about think about.

How can I apply?

That to the business that I have.

Or the idea?

I have or you?
Know maybe I would.

Consult them for somebody else's
business.

How would I apply these things to?
Help grow their company.

And if you do, that, these things will
mean a lot more to you and remember them

better and hopefully they'll serve you.

At a much higher level.

Ok.
So I'm going.

To jump right in.

And again, there's a lot of foundational

stuff today.
I'll be going.

Over the secret.

Formula and value ladders today and then

tomorrow. We can go deeper.

Into each of the different phases of the.

Value later, what are the?

Funnels on the bottom.

Of the funnel of.

The value.
What are the?

Funnels in the.

Second tier.

And the third tier and the fourth tier.

Of the value ladder and we going very

deep into detail.

Of what the funnels are what they.

Look like what is?
Page 1 look like.

Page 2 and Page 3.

So we'll get that tomorrow, but today I

really want to understand the
foundational stuff.

Because if you.

Have these foundations.

It's really hard to build.

Once you have them.

Building funnels is the.

Easiest part of the entire, equation, so

this first session i, call this the
secret formula, and the secret formula is

a really simple process.

thatwheniwrotethe.com, secrets book

initially. It kind of mapped out this entire.

This entire funnel building process in
like a.

Couple of really quick images, OK.

And so.

If you look at how it works, the first
part of the secret, formula, is who?

Who is the person?
You actually.

Want to serve?
I'm going to.

Dive deeper into this but who is the
person you want to?

That's number one.

Ok. The second question is where?

Are those people?
Ok, if I know I want to serve this type

of person, where are they already?
Congregating so here's a lake and there's

some fish.

Ok, so.

That's the second thing is like where.

Are where are my.

People, OK.
And the third part of.

The value ladder is now that i know who
they are and know where they are.

What is the bait that I'm gonna use?
There's a fishing pole to go and.

Capture these fish.

What's the bait I'm gonna use?

Ok. And then the last.

Appears after I after.

I've caught this person I've caught.

This beta brought.

Him in then.

Where am I taking, him, this is the

little mountain here.

Where is the.

Where is.
The summit I'm trying to take them to

what's the result?
I'm trying to get for my dream customer.

Ok, and one of the big updates we made to
the.com

secrets book is you'll see when you.

Have a chance to read it in.

The near future.

Is that this step we kind of.

Identify like what is.

Actually baked.

And if you look.

At if you look at what?

Eight is inside.

Of bait it's.

Kind of three-step process.

We go through today.

Well, it's hook.

And then, story, and then?

offer, and this kind of.

Encompasses what your what, your, bait is

your hook.

Your story and your offer.

Ok, so that's kind of what the secret
formula is.

Very simple process.

But it really encompasses.

All of business.

Who do I want to serve where?

Are those people at what can I?
Use to get.

Them and then after I get them, how can I
actually serve them?

Ok, that's.
The secret formula looks like so.

If you look.

Here on my.

Slides this is.

Kind of a doodle.

Of that, so who?
Where bait and result, now, we'll go a

little. Bit deeper into each of these aspects

because. I'm sure most of you guys heard that, OK.

Cool, I got it.

It's like no like eats these things.

They could and should do an entire, like
college semester.

On each of these different aspects.

Because they're so vitally.

Important to what you're doing.

Ok.

So the first one I go to is who?
Who is your dream customer?

Who is that person that you want to
serve?

Ok, now I always tell.

People this.

If you're not careful.

What most entrepreneurs?

Do is they get.

Excited about a product?

They create a product selling.

It and they never.

Think about who.

It is they.

Actually want to serve?
They're thinking about this idea, they.

Have in this product.

To launch it.

Ok, I got started my entrepreneur journey
that's.

Exactly what I did.

Like I said.

About a product I created.

I built, I started selling it, and I.

Didn't think once about.

Who I wanted to sell it to, I started.

Selling it and.

Some people started buying, I got

excited, more people bought it.

And one day, like three years down.

The road I woke.

Up and I remember.

Laying in bed, sitting there and I was,
so, miserable I was making.

Really good money.

I had all the things you would think.

Were like. What gives?
You a perfect.

Lifestyle and I'm laying there and I was
like, I wish that.

I had a boss so that they.

Could he? Would fire me.

And I would have to go in the office
today.

I started sitting, thinking.

Why do I feel this?

Way and I realized.

The reason why is.

Because I create some really good
products that attracted the wrong who's

the wrong people into my world.

And I wasn't.

Obsessed with my.

Customer I didn't.

Like I.
Didn't want to see him.

I always thought about this is that if I
was to, go, on a cruise to go hang.

Out with somebody, go to an event
surrounded by my dream.

Customers would be like.

Hey guys, let's.

Go hang out where I'd be like.

Man, i gotta go.

Hide, I realized.

Like i wanted to hide, i didn't love the.

People I was serving.

And because of that, I was miserable, and

it wasn't until.

Until I hit rock.

Bottom my business was.

Collapsing and failing I was, miserable,

that i sat.

Back and I remember I had a friend.

Evan Pagan so he has no Evan he had a.

Training out.

There talking about your.

Dream customer avatar.

And I remember hearing.

That and I was.

Like I don't.

I never thought about.

I created a product and I sell.

That's an entrepreneur do and he was.

Like no you.

Got to figure.

Out who is that you actually want to
serve?

Who is your dream customer avatar?
That's where you start.

And he said, and he gave the suggestion,
he said.

Go to Google images and actually find
images of the people who.

Your dream avatar could, be, i thought
first, remember?

Thinking that was like.

The cheesiest thing in the world.

But I was like.

Alright, I'm gonna do it, I went.

To Google images and I said OK who?
Who's my dream customer?

What do they look like?
I went and I.

First started I wanted.

To find 2 avatars I wanted to find a male

avatar and a female avatar.

So I went there.

I went.

To Google images I typed.

In the name.

So I said, OK, I'm gonna name my.

Avatar and call her.

Julie and I said OK, no what?

Do I know about Julie?
Well, Julie, if.

She's my dream customer she's successful.

She's driven, so, she has a message she

wants to.
Share with the world.

She values.
Her own personal growth over money.

She already has her business to 8 or 9 or

Excuse me to 6.

Figures here.

She just wants to grow.

To the next level.

A type of things in and I'll send all
these faces popped into Google images.

I'm scrolling through and eventually I
found this face right.

Here I don't.

Know who she actually is but this is my

Julie. This is Julie.

Who popped out of Google images?
For me, I was like.

Oh my gosh, she looks like somebody I
want to hang out.

I was going.

To be like, hey Julie, what's up?

Looks like we should.

Hang out and be friends.

So I took a picture of this off.

Google images.

And I put it in a frame.

I had on my wall, I said, this is Julie

this. Is my dream customer that I want to

serve. Ok. And that was my first person and the

next person.
I said is say, well who's.

My mail. The male.

Counterpart who I want to serve.

On the male side and remember.

Type, I said.

I'm gonna call this.

Guy Mike. So I called him Mike.

Type in Google.

I typed in a bunch of things I typed, in,

former, athlete, to change someone's life
in a small way, he wants to.

Share it with more.

He values growth over money.

Already has got his business figure but
wants to grow.

It to 6.

And seven and beyond type of stuff into

Google. Images and boom this.

Picture popped.
Out of Mike.

And I was like.

Mike looks awesome.

I would totally go hang out with this
guy.

We have so much fun.

We're talking about marketing.

And business.
And sports. And I was like, I would love

to hang out with like so I took.

His picture I printed.

Out on my wall and I had my mic.

And my Julie now.

I tell you the story.

Because i was.

Kind of almost doing initially as a joke.

I'm like this is not like something

that's actually.
Going to work, right?

But I did it put them on the.

Wall and I started.

Thinking about it when I was trying to
create different.

Products I look at.

Them I like.

Is something Mike and Julie want is
something.

That my dream customer.

Actually want OK.

If I said this in an ad, would that get
that?

Them to like come towards me or that
repel and make them push away from, me, i

start thinking about these.

Things and it shifted.

My mindset.
On so many things.

How we created products?
To different ads we made and.

All sorts of things like.

That now kind of a funny.

Back story.
Some of you guys.

Know I've ran an inner circle mastermind
program.

For the last six or seven years and this
year I actually.

Put it on pause for a little.

While my kids are.

Going to be.

Starting high school next year and bunch

of other things and I just wanted and not
so much.

Wanted, but i needed and wanted.

I needed both, but I needed to block out

time, so I want to.

Spend more time with, my, kids and so

something. Had to go and had this amazing.

Mash my program that's.

Making tons of money and I went to all my

people and i paused it and I said.

I'm gonna pause it for a couple of.

Years, just so I can get, you know, my
kids through high school and all.

Kind of things and.

It was a sad.

Emotional thing. This is actually my
inner circle members.

A couple of.

Times a year and it was really sad.

And I remember.

As I was.

Sitting out there and I was talking to
him the last day, the last meeting I

looked out and that they're all there and
I told him about.

This story, I said.

You know what's crazy?

I said five or six.

Years ago.

I build out this.

Customer avatar and I started.

I went through and I pulled up Julie.

I started talking.

About like who Julie was and I said who?
Here in this room is a Julie and.

Literally all the.

Women's hands raised up.

They're like.

That's me. And then sitting right there

was Julie Stoian.

And Julie's like I've had so many.

People who readthe.com
secrets book and asked if this Julie was

me because it's like feeds like fits her
to a tee and I was like.

I look, I said.

Because I put that out five.

Years ago all the.

Decisions and choices I.

Made led to a room full of.

Julies and I talked.

About the.
Mic and explained the mic person.

I said who?
Here is the mic.

And all the men raised their.

Hand, I said.

Isn't it fascinating, this little?
Tweak that I made.

Five or six years?
Ago is to define.

Who do? Who do I want to serve?
And then figure out the products and

services they.
Would want as opposed to me being like

this. Would make me money.

This would be a good thing.

I could sell I.

Shifted it to focus.

On them first.

And because of that.

Little choice that little.

Hinge swung this.

Huge door there now.

Five or six years.

Later I had a, mastermind, with over 100

people in it paying.

Fifty thousand dollars a year to.

Be part of it.

Is all filled with my dream customers.

People would want to hang out with
anyway.

And so that's the power that's.

The very first.

Step is who becoming.

Super clear on who it is you want to

serve. Ok, if you're listening right now, you're

like, I hate my customers it's probably.

Because you write.

It OK. It's OK to change, especially now
the beginning of the year.

Now is the best.

Time in the world to change.

In fact, I made this decision.

It was right after New Year's and there's

a video that.

Tony Robinson's wife Sage put out.

There in Fiji and.

I remember that they.

Were sitting there talking and Tony
Robbins said, you know, that you know

said we can change anytime we want, all
year.

Long a lot of people.

During New Year's.

They give themselves.

Permission to actually changing so they

challenge you that if you're.

In a relationship you'll like, you should

change it.

So if you're in a.

Business you're like.

You should change.

It if you're in, whatever, you need four
five you know.

If you're in a body you're not happy
with, you should change it.

And we're.
Sitting there and This is why I made this

decision of I'm.

Going to change my customers because

Tony. Gave me permission, so I'm gonna give you

guys permission just because you've gone.

A year, two years.

Five years.

10 years down in business.

Does not mean you.

Can't shift it you.

Can't change it.

I did and on the.

Other side of that, so much more
happiness.

And fulfillment.
It'll be worth.

It to you, OK, someone who is your dream
customer his second question I was.

Like where are these?
People actually congregating, OK.

Becomes really.
Easy when you realize.

Like exactly who this person?
Is you know, OK.

This is what?
The person.

Is what they do.

What they like and.

The better.
You get to know who this person is, the

better you're going to figure out where
are they actually congregating OK like

where do they?
Spend their time.

I made a list last night.

Just some things are thinking.

About where?
Ok, what are the?

Top websites.
Your dream customers already.

Go to every single day.

Ok, what forums or message boards they

participate in what?
Are the Facebook.

Groups, they participate.

In who are the?

Influences, they follow on.

Facebook or Instagram?

What podcasts they listen to.

What are the email newsletters that

subscribe?
To blogs they read.

What channels?
They follow into what keywords they

searching for in Google to find
information.

Ok, this is where your dream.

Customers are congregating where they're

at, OK, so your job as the marketers.

Figure out I gotta find out where these.

People are.
Ok, it's funny, I just.

Wrote this book traffic, secrets, and
whenever I talk.

About traffic, they're like.

They think it's this.

Magic Mystery of like OK well how do I?
How do I do it?

Like what are the keywords?
What are they always like?

Worried about all the.

Algorithms I'm like look.

Traffic is really simple.

When you think about it.

It's just it's just figuring.

Out who your dream customers and figure

out where the congregating OK.

One of my favorite stories.

I'm sure most she has heard me tell the
story.

Four, but when I was in high school.

And college I was wrestler wrestling,

Utah growing.
Up I was a state champ there.

Rest of the year bringing university and
they cut their wrestling programs i came

to Boise State and I had my last.

Four years here.

Boise State.
And I.

Remember, as much as I love my people, my
wrestlers.

We're not always the smartest.

Group in any, in any bunch and.

Because most of us were struggling.

To make grades, they made it.

Mandatory for every single wrestler you
had to.

Go to study hall every single night.

So every single.

Night practice done we'd all go home we'd
eat and we drive.

Over to study Hall and all the wrestlers
being study hall because we were all.

Struggling in school.

And so we're sitting there doing

homework. I remember every single day.

Doing this and I.

Remember, it's probably 2.

Or three months into my.

Sophomore year.

And I'm sitting there.

And I'm doing my homework and then I'm.

Thinking about wrestling?
Thinking about my match coming up and.

Thinking about other things.

And there was a website that.

Me and all of the wrestlers, always.

Congregated at and it was.

The Matt.
Dot com there's.

Matt hasn't has kind of.

Shrunk in the.

Last few years and from my wrestlers.

There's bigger ones out there, the

better, but.
Matcom was the place when I was in.

College and so I.

Remember, I'd go matcom.

And I get sucked.

Into like the message.

Boards and like talking about this
wrestler versus.

Wrestler thing after thing like and like.

That was my place, those.

Were my people.

Right, we hung out.

We had a good time and that's.

Where we?

Spent all of our time is all congregating
here in this one spot.

Ok, and remember, kind of a funny story.

One day, as I was in there.

I had to go to bathroom stop.

I started walking out and I was.

Looking over, I started looking at the
other wrestlers I noticed.

That like.
Our hundred thirty three pounder was.

On the mat dot.

Com Our heavyweight was on the mat.

Dot com 100 7 pounder.

I was looking at like ohh my gosh.

All of the wrestlers in Boise, in study
Hall are literally in this.

One spot right now.

Talking about wrestling.

I'm thinking of like.

I'm sure it's not just Boise.

State I bet you every single college.

Campus in the country.

The wrestlers are in.

Study Hall right now.

And we're all on.

The exact same website and it's not just.

Happening in college is happening in high
school is happening.

For people that have already.

Graduated happening in other.

Countries like the.

Entire world, everyone cares about

wrestling is all.

Congregating this one spot.

So my question.

For you is if you're selling a wrestling

product. Where do you go?

Where do?
You go to throw your bait.

Right, you just find out where are the.

Wrestlers congregated and you.

Throw out your bait.

Right there, I remember.

When I was in.

The mat.

Dot com I would see there be ads on the
side for the.

Granby system wrestling thing and ken,
Cheer towels wrestling, camps, and the

soup. Plays dummies like.

All the ads were all in there all the
time right there.

All people throwing their hooks in trying
to grab.

People out of this pond.

Ok, so same thing.

Is true for you.

As soon as you get.

A clear picture of who this person is and
if.

You're where they congregating.

Ok, if you don't know where.

This is at.

It means.

You got to start getting deeper into your
dream customer.

Ok. Yes, I feel.

What podcasts they listen to.

Ok, if you're not listening to some
podcast, they are.

You're gonna struggle, to, speak to them.

That know the language.

Are you listening?
To you're going to hear other people are

saying to them OK,
So you got to find.

Out where the podcast My dream customers
listen to and you should be listening

what?
Are the Facebook.

Groups that are on.

You need to get inside those groups.

And be part.

Of and participate.

You got to become part of these
communities and that's to help you

understand. How to come in?

Here and throw your bait in.

Ok.

All right. So that takes us now to.

Number three so.

Who's your dream customer?
Where are they congregating?

Now what is the bait?
The bait we're going.

To throw in.

Now we found this congregation.

We gotta throw something in here.

To try to capture him, try to grab them

right and so in the past, I always.

Said just throw out, bait, but in the new

version of the.com
secret book?

I talked.

About how bait is actually this concept,

called, hook story offer right?
We have this.

Thing we throw our.

Bait in and we have a.

Hook OK if.

You think about that?

They're in this form.

They're in this community, and, visualize

this right.

Here's this. Here's this person.

This is your.

Dream customer. They're hanging out in

this community and they're on there.

This is the phone.

They're on their phone.

And they're seeing all these, you know.

They're scrolling, there's reading
things, they're commenting.

Stuff, and you're coming here and you're
throwing.

This hook in.

To try to grab their attention just for a

second case, the first part.

Of the process, you grab the hook to grab

them. We go.

Deeper and you grab the hook.

Ok, and if.

You do it right.

You get attention just for a.

Second, then you have this.

Little window of opportunity.

Now they've got their, attention, you
have this.

Window you.
Have a chance?

To tell them a story, and the goal of the
story is to.

Build the relationship and connection
with you OK and then to.

Increase the.
Perceived value of.

Whatever it is, you're.

About to sell them.

Ok, let me say it again so.

The goal? The hook grabs their attention.

Just long enough you can tell them a
story.

The story builds.

The connection with.

You and the and the person.

Ok and then.

Gives you the ability.

To increase the perceived value.

Of the thing.

You're going to offer.

Them, and then you make them an offer.

Ok, so it's hook.

Yeah, hook.
Story offer this is the framework I'm

gonna. Go deeper into this here in a second we

hook them.
Tell them a story and make him an offer.

Ok.
And that's how you get.

Somebody from this community to be.

Able to get their attention so you can.

Actually, start serving them OK.

Now it's interesting you guys this right

here, so, this was the first bait, the
first thing that.

We put out there.

That was specifically.

To grab my dream.

Customer OK, this was my.

Hook to grab Mike and really the prior?
To this is she has no.

In before I had this hundred split.

Test book most of the things I was

selling. Like how to get as quick on the Internet,

how to make money on eBay, how to make
money doing that.

Like there are all, these, things that
were like.

There were attracting the wrong kind of
person.

Wasn't tracking entrepreneurs attracting
wanted to get rich?

Quick, right which?
Those are the customers.

I didn't like.

That I didn't want to spend.

Time with OK.

So I wrote this.

Book 100.
Split. Test winners.

And it was interesting.

I took my existing.

Customers and I promoted.

I'm like, hey, I wrote.

This new book hundred.

Split test winners.

And of my.

100 Fifty 200,000 thousand subscribers.

At the time.

The amount.

Of people thought.

This was maybe a dozen.

Ok.
So this bait I put out there what?

Did it do I put this beta here?
And the wrong customers.

Came and looked at it.

Said hundred eight split test.

What does that even mean?
Ok, and it repelled.

Them like I don't.

Like that sounds like.

A lot of work so that it repelled.

Them and it went away, OK.

But the right people, my dream customer
said one hundred eight.

Split tests like.

Oh my gosh, they're entrepreneur.

Like these are Russell.

Split tests simple.

Tweaks you make your funnel like that.

Bait attracted my dream customer.

The mics and the julies.

Of the of the.

Of the communities that we were, we were
putting this offer out.

They heard it and they're.

Like Oh my.

Gosh, like that's the.

Thing I need.

That's what I need to do and they raise
their hand.

They came.
And they bought it OK,

What happened was.

Interesting is that.

A huge list of all.

These business opportunity.

Seekers who want to.

Get rich.

Quick on the, internet, they stopped
responding to.

My offers OK, eventually.

They all kind of faded away, and they.

Disappeared and all sudden this new
breed.

Of entrepreneurs, the people that.

Wanted to work hard.

That believed in growth that.

Wanted to figure out.

The next level.

Those people saw this hook.

And it attracted them that's amazing.

They came, they came, they bought the

hook, OK?
They saw me.

Make an offer.

Tell the story.

Let me tell you a story about this book
I.

Told the story.

Of the book like Oh my gosh, this is

amazing i must buy it.

I need this, thing, made an offer go by

the. Book and boom it happened story offer I

started. Getting my I started grabbing my dream

customers out of.

This place, right?

Here and started coming.

Into my world.

And that, literally, is what shifted my
whole future.

My whole everything since then shifted
because of that, because I knew.

Exactly who my customers were, I know.

Where they're at?

And I created the bait that.

Would attract the dream customers and.

Repel the people.

I didn't want to work with.

Does that make sense?
Ok. So Bates, next thing here.

Ok. So the question.

If you start asking.

Stuff like what's the?
Bait you can create to attract your dream

customer. Ok, and, the sexier the bait.

The more likely someone's gonna come,
come.

To you, OK.

If I go back when it says change, your

brain change.
Your customer.

If you don't like customers coming in,
change your bait.

Change your keep changing.

Until it's like, oh, these are my people.

This is the dream, these people I want to
actually spend time with, them, change

about, change your.

Customer, so start thinking.

Through what's the bait?
You create, you could create.

Ok, you can go grab your dream, People.