In this episode, Chris will discuss the top five takeaways they got from Funnel Hacking Live 2020. The first year they attended the event was in 2019, and they were skeptical about whether 2020’s event would beat 2019’s, but they were impressed by the huge increase in the number of attendants and how well orchestrated the event was.
Funnel Hacking Live is an event that is organized by Ninja marketer Russell Brunson’s company, ClickFunnels, and has been running once a year for the last six years. John and Chris have been a part of the ClickFunnels community for five years now and were introduced to it by a coach in a mastermind program that they were a part of. They started consuming Russell’s content and have been rabbid followers of his since.
The first takeaway is about the power of frameworks which when explained from a yoga-oriented context refers to how teaching yoga students from a framework actually makes them more successful. What the framework does is just organize information so that the students can compartmentalize the information they’re getting, put it in its place, and see a process which they can follow to get the desired result. A great example is a framework that John and Chris created for sequencing a class. They have six or seven steps depending on the sequence they teach, and each step has a pinnacle. They then follow a simple to complex process to get to each pinnacle. That framework is very helpful in teaching students who want to be teachers and those who want to achieve certain results.
The second takeaway came from Russell Brunson’s presentation and it was about the three hidden closes, namely; emotion, logic, and fear. A close is a way of compelling somebody to say yes to whatever it is we’re selling, and Chris will dive deeper into each of the three closes, so we can understand how important it is to have them figured out when running our businesses. Creating a timeless message upon which your business is based, mother retargeting ads, freedom is elimination, and the “I am not good enough yet” analogy are the last four takeaways, and taking action on them will definitely help you grow your yoga business moving forward, so tune in to learn more about them.
Key Points Discussed:
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This episode was released February 12, 2020
Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors
Well, he wanted to put on something and create something that was like, not just like marketing with awesome information, but like a party. And so, it’s crazy. Over 4,500… it was close to 5,000 people showed up to this thing. It’s been sold out like that every single time. First-year John and I went, was 2019, and we were like, “Man, I don’t know how he can beat that.” 2020, what we just came back from, beat it hands down. And so, what I wanted to talk about today is, the five top takeaways from the event.
What’s up, everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics, so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.
Alright. So, every year. I say every year… last two years, John and I, who is not present today. He is in Mexico with his family. And so, I’m like, “You know what. I’m going solo.” Here we go. So, this past… as you’re listening to this, it’s probably going to be two weeks, and this week it’ll be… yeah, about a week and a half later. So, we just got back, a week and a half ago, from Funnel Hacking Live. What Is Funnel Hacking Live? Funnel Hacking Live is an event that is put on by the company called ClickFunnels. John and I are… have been a part of that community for five years. I guess we found it in 2015 from… actually it was… we were in part of this mastermind/coaching program, and one of the coaches said, “Hey, you know, check out this guy, Russell Brunson.” And then we started consuming all of his information. This guy is just a Ninja Ninja marketer with a huge heart.
He’s an online marketer, and those guys get kind of a bad rap, and I think rightfully so in some instances, but it’s the saying, you know, “One bad apple spoils the bunch.” He is the exception, and so, all the people that are in his community and in his environment, like what he’s created, gathers all of these like best, best marketers, who have like a mission, and a vision, and want to really like genuinely help people, and do so really effectively. Well, every year he puts on an event for the last six years called Funnel Hacking Live. What is funnel hacking? It’s the term that he uses for modeling what somebody else is doing in the online space, and then as you model it, you get to see not just like what the offer structure is, but what the sales message is, and basically what is making them so successful, and how can I model it to be successful myself.
And so, those people are called funnel hackers. I am a funnel hacker. On the back of my laptop, it says, “Funnel Hacker.” Right? It’s an identity. We’ll talk about that in a little bit. So it’s awesome. It is a crazy, wonderful event. And, because you think like, marketing is going to be boring when we are sitting in chairs, and like people are just going to be talking about like strategies and tactics. It is not that. He went through that when he was coming up in the marketing world, Russell Brunson that is, he would go to these marketing events and he’d be… he talks about, he’s like, “I was losing my mind. I was so excited, so pumped up about everything that I was learning, and everyone was just sitting there taking notes.” It was like it was so boring. So, he wanted to put on something and create something that was like, not just like marketing with awesome information, but like a party. And so, it’s crazy.
Over 5,000 people I think at 5,000 over 4,500 it was close to 5,000 people showed up to this thing. It’s been sold out like that every single time. First-year John and I went was 2019 and we were like, man, I don’t know how he can beat that 2020 what? We just came back from beat it hands down. And so what I want to talk about today is the five top five takeaways, top five takeaways from the event. So what he does, he brings in all these speakers. He spoke I think eight times and presented information. A couple of the takeaways are from him, but we saw Tony Robbins if nursing, Tony Robins, Oh my God, that was on my bucket list and we got to see him. Uh, one of the stories I’ll tell today is from his presentation at the end, uh, he’s just, it’s crazy like mind-blowing stuff.
Tom bill you, if you don’t know who Tom Bilyeu is, he founded quest nutrition, I forget what the exact name, but like quest bars, like the nutritional bars. And he built that thing up to a billion dollars, sold it for $1 billion and now has really made his impact in a show that he called that he’s created called impact theory. He brings all the thought leaders from all these different walks of life on and interviews them. And he spoke and I think one of the takeaways is from him. Yes. That’s actually a bonus takeaway. I say it’s top five but we’re actually going through six cause there’s so many. I couldn’t just whittle it down to five. Yeah. So, and then not just marketers like people who are like known marketers in the world, but also people who are just like in their own little niche, like doing really well and crushing it.
So we talked a one woman did a presentation, Anissa Holmes, I think it is. I’ll just all about brick and mortar studio. She was a dentist and now she’s helping other dentists build their businesses. And so it’s really fascinating. And one thing I’ll say is before going, I was like, man, it’s really not the right time. Like personally, you know, my, my wife is like, she has a new job that she’s training for. She’s going back to school. You know, we have kids that were, you know, trying to, you know, logistically get in and out of school at different times and it’s just crazy. And like it was a horrible time, honestly, if I really look at it. But the timing is never right. And so you just make it right. And my wife who is just a freaking warrior like had a crazy week and made it work and my hats off to her.
So anyway, all that to say there’s always reasons not to do something. And John and I had talked John, I was like, man, there’s still like, it was like third way through and I was like, man, there’s so much good information that it’s so easy to be like, Oh I know it and let me just keep doing what I do. And like just a little, just a little shift in perspective, a little tactic, a little strategy, some like one little thing can absolutely change business. And so I, one of the things we do is I literally took like 50 pages of notes while I was there and I’ve been going through and just pulling out from each presentation. One thing to take action on, one thing to take action on. So I have a list right now about 14 things that I’m going to take action on so that the event isn’t just like a feel-good who rah rah-rah type thing where you get all inspired, then you go home and get stuck in the same patterns.
But actually there are actionable items that I can take so that that experience, that event, the sacrifice I made by going there is actually really going to make an impact on my business and in my life. All right, so let’s get to it. Take away number one, the power of frameworks. Basically the whole event was wrapped around this framework idea. And the best way I can explain it to you is that teaching from a framework actually makes your students more successful. And what a framework does is just organize information so that we can, as a student consuming that information, we can compartmentalize and put it in its place and see a process by which we can follow to get an experienced result, whatever that is that the desired result. And so it’s like Brendon Burchard talks about, he’s like, frameworks are your saviors. And I believe we’ve talked about on this podcast before.
So here’s the best example of it. I’ve read power of now, I can’t remember how many times over 10 times easily and I’ve lost track at this point and I couldn’t like, because I’ve read it so many times, I can tell you like it’s about felt oneness with being. It’s about like understanding that your truth is inside of you. Like the parable, he described at the beginning of the book, but there’s a pain body that’s living inside you somewhere and you’ve got to figure out where that is and not be identified with it. And then that pain body wants to attract other people in the same pain so we can kind of feed off each other’s pain. And there’s a point at which he talks about, I mean you see what I’m saying? Like I’ve read that thing 10 times and I’m like I get it.
It’s felt oneness with being and like what is God and what is being and pain body versus no pain body and like surrender versus resignation. Like that’s all in there. But if someone asked me like, what is the power of now about I, there is no framework that he, that he outlined that allows me to retain the information and then tell people about it to help spread the message. Now, this isn’t a slight Annette cart. Totally, totally is the man. He’s awesome. He’s changed lives. The book changed my life, but my point is it wasn’t in a framework. It wasn’t a question and answer format designed in chapters. Right? So like I don’t know what chapter to go back to, to look at what part of the framework because there wasn’t a framework so that can like, I can help retain it. Now contrary, there is a book called the seven habits of highly effective people by Stephen Covey from that book.
This man, Stephen Covey, has an entire organization, entire business around because there’s a framework and I can say, Oh man, if you ever read the seven habits of highly effective people, like, no, what are they? Well, they’re seven. There’s one dude who were fighting some and I go all through all of them. Right? It’s easier to describe, which means I’ve retained it more, which means it can actually make a better impact in my life. So for John and I like an example in yoga and not in like highly effective personal development stuff, we have created a framework for sequencing a class, right? There are six or seven steps depending on the sequence we teach. Each step has a pinnacle, each pinnacle we follow a simple to complex process to get to that pinnacle. And the entire class is based around Maya fashion methodology. Now, this is supremely helpful.
So what I just described was a very simple framework of therapeutic vision, myo fashion methodology, breaking a class into seven steps, each step having a pinnacle, the way in which we get to that pinnacle, right? So that when we teach it in a teacher training, people can retain that information and then be able to go back and teach it more effectively. The power of frameworks is in, it helps you articulate the information better and it helps your students receive the results they’re looking for and assimilate the information. Easier frameworks, frameworks, frameworks, put your stuff in a framework and then name it so that it can, you can make it yours and then you can teach it from a place of like, Hey, this is a framework that I’ve used over time. And if you borrow someone else’s, just give them credit. And then as it evolves, it becomes your own frameworks, frameworks, frameworks.
Okay, cool. Number two, Russell Bronson did a presentation called the three hidden closes. What does it close? It’s close is it’s a way of compelling somebody to say yes to whatever it is that you’re buying. And the three closes here it is a framework, one is emotion, two is logic, and three is fear. Let me explain these. Nobody buys from logic. They don’t, we all make purchases every and forget like even the buying, selling situation. Like we all do everything we do because of emotion, not logic. And the best way to evoke emotion is to tell stories. So while Tony Robins was speaking, he’d walked around and he was like trying to get people to interact and stuff. And so he had everyone raised their hand like, Hey, I just tell him what kind of car you drive. And one person who was actually the co-founder of click funnels, he drives this Ferrari and he’s had him stand up.
It’s like, what do you drive? Cause I can drive a Ferrari. And it was like a QS 10, 28,000 or something, whatever the name was. I’m not a car dude. Uh, and so it was then he was like, well why’d you buy it? And he was like because it’s a fast car. And then he was like, no, really tell me why you bought it. He was like because it’s sleek because it represents like achievement and success. And so what he got to that, what he said wasn’t like the horsepower. It wasn’t like the power windows or windows. It wasn’t the uh, you know, zero to 60 in such and such amount of time. Like it was none of the features. It was none of like the logical reasons why you would buy one or not. It was very specifically an emotion. He identified it and we all purchase based on our identities, meaning it comes from an emotional place, not a logical place and so these closes like the first one is to tell a story to evoke the emotion to like match the identity of the people that you want to serve so that you can then compel them to say yes because we make decisions based on emotion.
Now after that there’s logic because people do want to know what are the features, what are the benefits of what it is that I’m about to buy, and so you go into, Oh well it does this and it does that and it does this and it does that and it does this and it does that. If you have ever bought something and then had to go home and explain why you bought it to whoever it was, whether it was a son, daughter, significant other mom, dad, whatever it was you, what you do is you don’t tell them you bought it because of emotion. You tell them you bought it because of all the logical reasons that makes sense. We use logic to explain the purchase after we made the person purchase emotionally. The third thing is fear. Now we’re on a yoga entrepreneur podcast and like we want, you know, like the whole yoga thing is like fear is usually come from fear or love.
We want to come from love. Well, that’s great. I totally believe that. But I also know that people need to be given a reason to act now. And what the fear-based closes is it all you’re doing is saying, Hey, soon you’re not gonna be able to get this thing right either because there’s a limited number of them left. That scarcity or because there’s a limited amount of time left, that’s urgency. Right? And what happens is someone maybe yes emotionally with it. They may see all the reasons why. Oh man, I love that feature. I love that benefit. I love that feature. Love that benefit. And then if you miss the, Hey, it’s about to go away. And if you don’t do it now, you’re never gonna be able to do it. If you don’t add that third element, someone can be like on the fence ready to say yes and they won’t say yes because they’ll think, I’ll just do it tomorrow.
We all do that. Hey, I’ll just wait until tomorrow. I’ll just wait until tomorrow. Oh, you know what? Maybe next time I’ll, I’ll figure it out and I’ll do it. The third way. The fear is really just giving someone a good reason to say yes to it now and remember we’re doing this so that we can help people, that we can add value to their lives, right? We’re doing a business that we believe in, that our hearts are in, that we know can affect change in people positively and then like hopefully make a difference in their lives for the rest of their lives. So the fear aspect, we’re not like, we’re not selling fear. We’re just saying, Hey, if you want this and I, and you believe on how good it is and you are ready to make that change in your life, I just want to let you know that there’s a limited number of them and there’s limited amount time.
Now’s your time to do it. Do it. All right. So that’s number two, the three hidden closes, emotion, logic and fear. All right, three. Oh, this is from, um, uh, Ryan holiday. Ryan holiday. He’s written a bunch of books, awesome books. One was the perennial seller. The obstacle is the way stillness is the key. And trust me, I’m lying. Uh, wonderful, wonderful books. But he came up and he talked about it. What he was really describing, uh, was a book that he just most recently wrote, which was the perennial seller. And what he’s talking about is creating works and a business that can stand the test of time and how do you do that? And so number three is creating a timeless message upon which your business is based. And what he was describing that I’ve got some notes was that what’s classic stays classic.
And so what he’s done for a lot of his books is he researched these classic works of art by these masters of years past. Like he studied Plato and Socrates and, and he’s been basing his works like the perennial seller. How do you make something that lasts like the ego is the enemy is another one. And what he’s doing is he’s creating these timeless messages because he’s basing the message on the a problem and a solution that humans will always have. And this is what’s so awesome about this practice of yoga and what we’re actually doing on our math is we’re basically teaching a timeless solution to a timeless human problem, which is, Hey, how do we get out of our heads? How do we like how do we soften the appearance self, the ego itself that creates all of this drama and chaos in our lives and how do we connect to a deeper truth within us?
Now, this truth that’s within us is basically what like every religion has been based on what countless works of art, countless poetry has been written about over the years, but what he was describing is to attach to a very specific thing, right? What is like, what is one thing that you can create a message around that will be a timeless message that people like my grandfather would have connected with that my father would have connected with that I will connect with that my daughters will connect with over time. And so it really, I don’t have the answer for you, but like I know yoga is already like we’re already in it, right? We already in the timeless solution to a timeless problem because of the human predicament. What’d he say? Oh yeah. He said the best works of art are rooted in what makes us human.
Oh, that’s so good. And so what makes us human and the solution to the human condition is the practice of yoga. And so we’re kind of there. But what I’m working on now is like what is like in that? Like it’s still vague. How do I describe that to somebody to compel them to come practice yoga with me? Right? And so what I’m working on and what John’s working on is what is that timeless message? What is that timeless message that I can then wrap our message of yoga around so that it stands the test of time. All right. That was number three, create a timeless message by Ryan holiday. Thank you, sir. Uh, number four. So we actually, before funnel hacking lives, John and I left on a, so funnel hacking live was from Wednesday to Saturday, but we left the prior Sunday because there was an event being held by Steven Larson.
We’re in his mastermind group called offer lab and he held a two-day event on Monday and Tuesday. One was, it’s Monday baby live and then the other one was the content machine. And he brought on that second day a gentleman by the name of ping Joon. He’s from Malaysia and he is just like crushing it in the online space. Uh, he is a, a funnel hacker in the click funnels community. He was in Russell Brunson’s inner circle and we got the chance to see him present at this really small event called content machine. Um, and what he said was this is more tactical, a create a mother retargeting ad. So if you’re putting ads out on, let’s just say Facebook for right now and there is a good majority of people who look at it, who consume some of the content that whatever the ad is saying, but then just don’t do anything with it and there’s a portion of the people who actually click on it and then they may even opt-in but they don’t buy what it is that you want to buy or they may click on it and then look at it and not even opt-in and then just you know, exit out and then move on with scrolling and distracting themselves.
The retargeting ad says, Hey you people who looked at this ad, this video for a certain amount of time or you people who clicked but didn’t opt-in. I’m going to send you an ad that isn’t trying to get you to like buy anything. I’m just going to give you a like some a piece of content that is based on what you saw but didn’t take action on. And what he called this was the mother retargeting ad and basically said whatever program it is that you’re selling, get a bunch of testimonials from people who have already gone through it and if you can get them to video it, awesome. Or set up just a, an image of something that has like the feel of what the experience is, whether it’s yoga or an event or talk, whatever it is that you’re selling, and then get those people to comment on that thread.
So I’m talking to Facebook right now, so you have the imagery of the video and then you have all these comments. I’m like, Hey, what was the biggest takeaway? And then all of these people are saying, Oh, it was awesome. It did this for me, or it was awesome. It did that for me. It changed my life this way and that way. And what he called that was the mother retargeting ad because people who then like watched a certain amount of video or click the link but didn’t opt in, they get sent that ad. That is basically just tons and tons of social proof and testimonials of the thing that the person saw but take action on. He called it the mother retargeting on and he makes one for every program that he’s selling. I was like, it’s so genius because what most people will do, and you know this, if you’ve been on Amazon, the first thing you do before you buy something, you should look at all the reviews, what other people say, and I look at the bad ones.
Then I look at the good ones and I want to base my, my decision on what other people have done. And so this mother retargeting ad is something that we’re going to start implementing and all the different programs that we come up with so that when someone decides to say kind of yes, I mean they’re interested but didn’t take action, we can send them that and say, Hey, here’s what everyone else has experienced. Who did say yes and who did take action? Really, really big game-changer because most of the money that’s made in advertising isn’t in the first ad. It’s in the retargeting ads, meaning sending people information after they’ve consumed a certain amount of, of a video or after they’ve like clicked but not opted in anyway, mother retargeting ads. Watch them. They’re going to come out. All right, five. This was from Jermaine Griggs.
Jermaine Griggs. This is crazy. He started at the age of 19 he had this gift growing up of being able to listen to music and play it by ear on the piano, and so he’s created this whole business. I think he’s making like $400,000 a month teaching people how to play the piano by ear. It’s phenomenal. It’s all a completely online business. So his presentation was awesome, but one of the things that caught me was he said, freedom is elimination. That’s number five. Freedom is elimination. And here’s the great analogy. Here’s a framework that he told us and talk to us about to help us kind of articulate this. He said, forest trees, branches, leaves, forest trees, branches, leaves. He said the forest and the trees are the things that we want to be focusing on. There’s a big needle movers, the strategies and the tactics that we can focus our attention on that if we focus 20% of our attention on that, it will create 80% of the results that we see in our lives.
And he said at a certain point, it’s probably not your role, but you need to get someone to have the role of focusing on the branches and the leaves. But in the beginning, the branches and leaves or just the minutia, the little details that don’t really matter, right? That if we spend most of our time on that, it’s going to take 80% of our time and only give us 20% of the results that we’re looking for. So freedom is elimination. And we know this to be true in the yoga world. We even say it every Africa who said this quote, but I’ll say it, it’s not mine. And the pursuit of knowledge, every day something is added and the pursuit of wisdom every day something is subtracted. What we’re saying is it’s kind of that same concept of like, man, like if I’m looking to do more with less, right?
I need to subtract things out of my life so that I can focus on the things that really matter, right? That’s wisdom. There’s an accumulation of knowledge phase, but then as we get older there’s like, what is this really like? What am I doing that really makes my life more valuable and more worth living? And so you start subtracting all the things that don’t work for you that don’t add value to it, and then it’s no different in business. We can focus on the the the trivial many or the critical few. What are you saying freedom is in focusing on the critical few things that make the biggest difference in our lives, not the trivial many. And that was number five. Thank you. Jermaine Griggs. Last one. And this is a bonus. This is from Tom. Bill. You, where’d I put that note? Oh, this is so good.
He said, ah, this number six. I’m not good enough. Yes. Yet is crucial because we use this analogy of artificial intelligence, AI in the AI world. They don’t call a mistake a mistake. They call it a sample. And his basically his entire presentation was like, listen, all human beings are adding that station machines. This is our role and that means we have to stumble, learn, and then grow and stumble and learn and then grow and whatever. We’re looking for whatever you want to achieve in our lives right now, we’re not good enough to get it. That’s a simple fact. In fact, most people are just average. All of us, and I know you’re thinking, but I have a special gift. You do have a special gift. I have a special gift. Everyone has a special gift which then makes us all average within our special gift.
So what makes the difference between the people that actually achieve and offer that special gift to the world and it makes a big difference in their lives or the people who are willing to fail forward to stumble and then get back up and do it again and iterate and iterate and iterate. He said within 15 minutes and artificial intelligence machines because of their willingness, make a mistake, learn, process it, and then move on like within 15 minutes. An artificial intelligence machine can just wipe clean and whatever game they’re playing chess or what have you, any human being in the entire world. Why? It’s because of the iterative process. They’re just willing to make a mistake, learn from it, and move on, make a mistake, learn from it, and move on. Right? As humans, we have a blind spot, like we’ll make a mistake, we’ll judge ourselves for mistake and then we’ll forget about it.
We won’t learn from it and then we’re doomed to repeat it again, and this is the difference is that people that have achieved more versus other people, because we’re all average essentially, right? We all have a gift, but we’re all average or the people who are willing to just continue to move forward in the direction of their dreams, regardless of what comes in their way and the stumbling blocks, any hurdles, any hardships, any struggles, whatever comes in their way, they, they deal with it effectively, skillfully, honestly, truthfully. And then they take the next step to continue to moving in the direction of their dreams. Period. That is five plus one bonus of the key takeaways that we got from that. I say we, John’s not here that I got from funnel hacking live. We’ve already signed up to go next year. It is an event not to be missed.
I have no affiliation with click funnels at this point, but you should definitely go. I am definitely, I want some point going to become an affiliate of them to sell the software because it is changing the game for our business and I know it probably be the same for people who are in our community. Um, I guess that’s it. That’s all I got for today. I appreciate you continuing to watch this. Watch this. If you’re watching it on YouTube listening, if you’re listening to the [inaudible] podcast and uh, yeah, that’s it. Do the work people honor the struggle and make this world a better place to live. Thank you so much.
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