Funnel Magazine™ Second Edition

FUNNEL MAGAZINE 

TRAFFIC & 

LEAD GEN 

10 

FUNNEL 

FEATURES 

22 

STRATEGY & 

TACTICS 

48 

SOCIAL 

MEDIA 

56 

THE 

INTERVIEW 

58 

IN 

EVERY 

EDITION 

METRICS 

LEADERSHIP 

& TEAM 

82 

TECH 

100 

78 

CLICKFUNNELS 

CERTIFIED 

PARTNERS 

94 

REINVENTION 

REVOLUTION 

101 

EDITION 2 

FUNNELMAGAZINE.COM 

03

PUBLISHER 

WELCOME 

LETTER 

FROM THE EDITOR 

07 

08 

CALEB MADDIX 

IF I CAN DO IT..YOU CAN DO IT! 

STOP 10 

SUCKING AT SOCIAL MEDIA 

DIGITAL 

REVOLUTION 

24 

58 

MY FUNNEL 

IS BROKEN...FI 

HUSTLE VS 

SHARK 

ROCKET 

FUEL 

BUSINESS 

ON THE BOARD 

37 

48 

78 

84 

ALL THIS... 

AND MORE! 

Learn how to transform your marketing with the right 

SEO. How to make more money in your funnel with 

the power of joint ventures. A recap of the incredible 

Funnel Hacking Live. Breaking news on the latest with 

Funnel Bots and how they can help you automate your 

marketing on Facebook. Learn how to use metrics to 

add rocket fuel to your business. 

04 APRIL 2017 

FUNNEL MAGAZINE

ATTENTION 

All Coachs, Authors, and Speakers! 

We want to help you Attract a Larger Audience, 

Get Your Message Out to the World... and 

Increase Your Income By 30-50% (or More) 

In the Next 6 Months, or Less. 

Removing all distractions, stress, and 

frustration caused by technical overwhelm. 

Providing more time so that you can create 

content and bring you’re message to those who 

need it the most and make the impact and 

contribution that only you can. Let us help you 

promote your GENIUS! 

ORANGETREEMARKETING.COM 

JOSEPH FREEMAN | 412-757-5957

Article by 

HAWK 

MIKADO 

WELCOME 

FROM OUR PUBLISHER 

I started out as an entrepreneur in 

2nd grade, selling origami paper 

balloons and fortune tellers. By 

the time I was 18, I had built 6 

companies and ran 3 family 

businesses. 

Though for every successful company 

there were three that failed. 

At one point I lost everything, my 

entire business was shut down, 

and $10,000’s went down the 

drain. I felt like my life was over, 

I got super depressed and just 

wanted to quit. 

My family, friends, and mentors 

told me to push on, and move 

forward. I picked up and started 

to look for the next offer I could 

launch. 

I looked at all of the launches 

that had a high success rate and 

began to see patterns with all of 

the successful businesses, from 

Disney, to Apple, to Nike, to 

Samsung, just to name a few. 

I re-launched my refined system. 

Created a new company name, 

shifted how I looked at the world. 

Soon after I got my first big ticket 

client at $24,000/yr and then 

the next one at $30,000 for 

the year, and then another for 

$20,000 all up front, and one for 

$55,000 and 15% of sales. The list 

goes on. 

All of this was possible because 

I understand the systems that 

make a business successful and 

more importantly why they fail. 

I share this story not to impress 

you but to inspire you. I’ve been 

there. And most of you have been 

there too. 

I encourage you to learn for this 

edition what others have done in 

order to create and be successful 

with their high ticket funnels. 

EDITION 2 


07

LETTER FROM THE EDITOR OF 

FUNNEL 

M A G A Z I N E 

Dear Funnel Hackers, 

Exciting things are on the horizon in the ClickFunnels community. In our last edition, 

Russell Brunson shared that the ClickFunnels platform will soon include a survey function. 

This means that everything we talk about in the next edition (featuring Ryan Levesque) 

can be implemented in real time! 

For this edition we are covering the high ticket funnel. It’s one thing to have a funnel 

that sells a product for $97 and includes bumps and upsells. It’s another to have a 

funnel that can produce five and six figure numbers in just a few hours. 

How does this happen? Well, the first piece is a good list. You have to lay the 

groundwork of building a community that loves and supports you. When you have 

a list of 5,000+ and have built a relationship with them that’s where the magic 

happens. Of course, you don’t just send out one email and watch your bank 

account fill up. 

The second piece is partnership and enrolling others to promote your offer to their 

community to greatly expand your reach. When you build relationships with other 

influencers that gives you leverage to make serious cash on your high end offers. 

In this edition, we will share about the power of the Joint Venture and your high 

ticket funnel, as well as what you can do on the back end to make more money. 

Always remember that in order for your high ticket funnel to work online, you 

must prove the model offline. Once you have tweaked and tested and gotten 

reliable results, then you can take it online and start automating the process. 

They key to getting your high ticket funnel to work - and really any funnel to 

work - is persistence. This year’s Super Bowl and the determination of the 

Patriots is a perfect example. For the first half of the game they did not get 

results. Did they give up? Did they say, “What we’re doing isn’t working so 

we might as well quit”? 

Many football teams do just that; those teams don’t win. Not the Patriots, 

they adjusted their strategy and mounted a huge comeback to win the 

game in overtime. And that’s what you have to do with your funnels. 

Don’t give up on them, because the right strategy may be just one play 

away. 

08 APRIL 2017 


“Don’t give up on them, because the right strategy 

may be just one play away.”

EDITION 2 


09

TRAFFIC & 

LEAD GEN 

Only Read This if You Want to Stop Sucking at Social Media 

ARTICLE BY Shauna Cordova 

I see it all the time. Real estate agents fumbling, bumbling, and following lead generation advice that is so out 

of date the 1980’s called; it wants its brick phone back. Agents get frustrated, frazzled, and (most) ultimately 

quit because real estate is one cruel mistress in the lead generation department – well, for most people. Not 

you though. Because you’re reading this. 

But I’m also going to take a page out of the “Good Will Hunting” playbook and tell you that it’s not your fault 

that you suck at lead generation. Most of you have brokers who made their real estate fortunes carting clients 

around in a horse and buggy. Back in those days, it was perfectly normal to yank out a file a fax and dial until 

your fingers fell off. And then? Rinse and repeat. Over and over, tediously building a real estate empire using 

ridiculously pushy sales scripts and getting cauliflower ear in the process. 

10 APRIL 2017 


“...it was perfectly normal to yank out a file a fax and dial 

until your fingers fell off. Then? Rinse and repeat. Over 

and over, tediously building a real estate empire 

using ridiculously pushy sales scripts”

DO NOT CALL LIST 

Did you know... 

76% of people are 

registered on the Do Not 

Call List. Of that 43% are 

still recieving calls although 

they have requested to 

not be contacted. (Harris 

Interactive). 

EDITION 2 


11

Now, however, that old school 

methodology isn’t just dumb, it’s 

flat out wrong and can even land 

you in a heap of trouble. In today’s 

world, the “Do Not Call List” has 

made calling and dial-until-youdrop 

methodologies about as dead 

as the horse your broker road in on. 

Then, of course, there are flyers. 

I could go on for days about how 

ineffective flyers are, but instead of 

simply telling you, I want to make 

you think about it for a minute. 

When was the last time you 

actually kept a flyer… for anything? 

Yep. 

That’s right. 

12 APRIL 2017 


It’s starting to sink in, isn’t it? 

Here’s what happens with flyers. 

People take them, write their grocery 

lists on them, use them as a napkin 

when their drive through burger has 

a little too much mustard, and really 

never come back around to keeping 

an agent, a house, a product or a 

service top of mind. Basically, you 

just wasted two bucks a page on 

something that someone else used 

as a bib for their 3-year-old. And 

you did it because your broker told 

you that’s marketing. 

To make matters worse, real estate 

agents rank in the perception of 

the general public about as high as 

used car salesmen. 

Knowing this, It’s no wonder that 80 

percent of agents fail in their first 

year of business. After all, the odds 

are stacked pretty high against you. 

Between outdated (and just plain 

bad) sales advice from brokers and 

“veterans” who are working on a 100 

percent referral basis themselves, 

and the perception of the general 

public that think real estate agents 

are either dishonest or annoying (or 

both), the business of running a real 

estate business can feel like a dog 

and pony show. 

But, now that we have that out of 

the way, and now that we know 

one another a little better, I’d like 

to show you how to change up 

your real estate game so that you 

turn yourself into a lead generating 

machine, using this handy, newfangled 

thing called social media.

Step 1: 

Reverse Engineer 

Your Perfect Client 

As cliché as this might sound, you 

absolutely have to find your niche 

if you want to get rich. Let me give 

you some examples. I have trained 

over 8,000 agents internationally, 

and the ones who did best? They 

found a niche market to work. 

When I trained an army veteran, 

it made sense for that agent to 

target the military. He had a unique 

understanding of the challenges 

that military families face when 

moving and he could speak to that. 

And he did. Like a lead generating 

Rockstar. 

Using videos, helpful information, 

and tips on social media geared 

toward veterans and families, he 

sold a hell of a lot of real estate 

without ever picking up the phone. 

Another agent I worked with already 

had a network of lawyers built up 

on social media from a prior job. 

So it made sense to leverage that 

agent to work with attorneys both 

in the sale and purchase of homes, 

but also to get a steady stream of 

referrals from divorce attorneys 

wherein the decree said the couple 

had to sell the house and split the 

proceeds. 

See where I am going with this? 

There’s a million ways to do it, but 

until you reverse engineer your 

perfect client, you’ll never be able 

to craft a marketing strategy that 

speaks to them. 

Truth bomb #1: Vanilla, catchall 

marketing strategies don’t’ 

work in real estate. You’ve got to 

dig deeper. You have to reverse 

engineer your perfect customer. 

14 APRIL 2017 


Step 2: 

Build Your Social Media Presence 

Around Your Perfect Client 

The internet is saturated with 

information. With over 4 billion 

users on social media daily, we as a 

society are putting out more content 

in 36 hours than we have collectively 

over 36 years. Unless your content 

is specific and unique, no one is 

going to care about it. At all. So it’s 

important that you craft a social 

media strategy that speaks to your 

perfect client. 

With a little digging, you can find 

where your clients hide. For most 

agents, having a platform on 

Facebook is non-negotiable, but 

it’s also equally important to have 

a presence on Instagram, Pinterest, 

LinkedIn and Snapchat. 

Truth bomb #2: Social media is 

not a venue to do nothing but post 

pictures of houses. Your buyers 

and sellers can go (and often do) 

to Realtor.com, Zillow and Trulia 

when they want to do a home 

search. Social media is a big room 

to start conversations, not take the 

lazy, house posting route. 

You have to create things that 

engage your audience; give them 

useful information that is pertinent 

to them; information that speaks to 

them – things that inspire them to 

reach out to you. For instance, using 

my divorce specialization agent, 

we crafted a strategy to provide 

information to attorneys (and 

clients) on how to prepare a home 

for sale in a divorce, and also how 

to make the sale of a home during 

the divorce process quick and 

painless. This collateral was perfect 

to translate onto a funnel landing 

page to capture information from 

both attorneys and people who 

were going down divorce road… 

giving my agent a plethora of great 

(hot) leads in the process. 

Step 3: 

Crafting Your 

Social Strategy 

Generally speaking, when you create 

a social media strategy, you need to 

focus on the one-third rule. Content 

should be one-third yours (blogs, 

landing pages, free information, 

helpful tips and advice), one-third 

someone else’s (to build credibility 

and reaffirm your expertise), and 

one-third photos and video. 

And here is a fun fact for those 

of you struggling to build your 

Facebook page organically. If you 

post video direct to Facebook, more 

people will see it versus your just 

sharing a video from YouTube. In 

fact, Facebook hates YouTube video 

and you will see your page views 

penalized for using it. Live video on 

your Facebook page? Even better 

than pre-recorded video! So? Use 

that phone for videos of you taking 

your message to your clients. Do this 

every day. That two-minute video of 

you reaches thousands of people, 

which is a hell of a lot better than 

making thousands of cold calls. 

Next, using IFTTT, you can set 

up a recipe to share photos from 

Instagram automatically to your 

Facebook page. Since acquiring 

Instagram, Facebook holds photos 

shared from Instagram in higher 

regard than photos posted to 

Facebook alone. In fact, we tested 

this theory just last week and found 

that photos posted to Facebook 

from Instagram had twice as much 

organic reach compared to photos 

posted direct to Facebook. 

Kind of mind-blowing, huh? 

As we progress in this series, I want to 

go deep on each platform and give 

you strategies that work, but also 

some things that help differentiate 

you from every other agent out there. 

For now though you’ve got some 

work to do. Dress up that Facebook

usiness page, start posting content 

(at least three times a day using the 

one-third rule), and begin engaging 

your customers by commenting on 

their conversations on social media 

– without talking about real estate 

all the time. 

With a little work and a lot of 

consistency, you will start seeing 

people messaging your Facebook 

inbox, visiting your website, and 

wanting to know more about you 

and how you can work with them as 

their trusted real estate resource. 

At the end of the day, what you 

need to remember about lead 

generation on social media is this: 

Every single item you post should 

be optimized for lead capture. One 

tool we leverage allows us to insert a 

pop-up on just about any article to 

collect email leads. It can be done. 

It’s being done every day. Aside 

from that, building a funnel that 

is specific to your niche customer, 

where they pay for your free 

information with an email address, 

is another fantastic way to foster 

leads, build relationships, and sell 

more real estate. 

Until next time, go forth and lead 

generate. 

Shauna Cordova is a nationally 

syndicated columnist and blogger, 

featured on the front page of sites 

like Yahoo, Realtor.com, MSN, 

CNN, and many others. With over 

seven years in the real estate industry 

and over three years teaching real 

estate lead generation mastery all 

over the world, Shauna has made 

over 8,000 agents’ lives better (and 

more efficient) using her unique 

social strategies and expertise. 

Connect with her on social media to 

watch examples in real time! 

EDITION 2 


15

Article by 

Terri 

Levine 

Transform Your Marketing 

with the Correct Headings 

An essential part of your marketing 

success is getting people to value 

your marketing message. If it is an ad, 

web copy, or an article, you need to 

get the balance of using appropriate 

keywords just right. Too few and you 

are going to be overlooked in web 

searches; too much, and the search 

engines will ignore you. The key is in 

the planning. 

Not only do you need to use 

keywords in your copy, you have to 

find appropriate ways to include 

them in your headings. In fact, the 

best places for keywords are in your 

titles and the first paragraph. It’s 

the simplest, least difficult, and least 

complicated method of achieving 

an improved position in the search 

engines. 

The key to successful title writing 

is to work with words that folks will 

use in web searches to find you. The 

problem is many writers still seem to 

prefer using ingenious or nonsensical 

headings that might be creative 

but they have zero search engine 

optimization (SEO) value. 

I’m not saying you should never use 

clever titles and headings - just that 

you mustn’t use them on a regular 

basis at the cost of SEO. After all, 

why have you written the article, blog, 

or web post? For your own personal 

entertainment? No. You are out to 

entice the attention of traffic. Exactly 

how are they going to find you? 

Through a web search. If someone is 

looking for what you sell, they won’t 

find you in a web search unless 

the search terms are in your 

copy headings. 

16 APRIL 2017 


Consider the search words your 

prospective customers will use when 

looking for the product or service you 

sell. If you sell coaching services, for 

instance, your potential customer 

might use the search term coach, 

training, instruction, or mentoring. 

Moreover, they might refine their web 

search by specifically searching for a 

lifestyle coach, marketing mentor, or 

small business trainer. If you wish to 

be found by them, you will need to 

include those terms in your copy and 

headings. 

Many times, people are specific 

when doing web searches. Let’s 

imagine I am a runner. I am more 

likely to look up joggers, or even Nike 

joggers, for example, as opposed to 

simply shoes. Get the picture? 

The search engines will deliver sites to 

me that include my search conditions 

in the title or first paragraph of my 

writing. 

Having said all of that, I realize 

sometimes it isn’t possible to make 

a great heading that also includes 

your keywords. For one thing, it may 

not make sense to include them in 

your particular heading choice, and 

for another it might be too long. It is 

never a good idea to stuff your titles 

with keywords just for SEO purposes 

and doing so can actually backfire. 

Search engines are worried about 

heavily keyword-laden titles and 

articles, as are readers. You don’t 

want to sound spammy or heavy 

handed. Don’t just pick the first 

words that pop into your mind 

- play with it. 

This is important. Think of it as a 

potential income earner - get it right 

and you’ll attract customers and 

make money. Keep your heading 

a fair length, not too long, not 

excessively laden with keywords; 

however, not devoid of them either. 

Write your headings with your 

readership in mind: what will they 

type into their search engine to find 

you... then give it to them! 

Terri Levine is the Chief Heartrepreneur 

at www.heartrepreneur.com 

She is changing the way business 

owners around the world connect 

with their target audiences, then sell 

and serve their customers and their 

employees. 

Her signature course is The Ultimate 

System to Attract High Paying 

Clients Who Love You (And Earn 

Six to Seven Figures Fast) and 

teaches business owners how to stop 

trading time for money and to get 

a BIG result for their clients while 

commanding premium prices and 

having an automated marketing 

system. 

Terri’s latest book Turbocharge: 

How To Transform Your Business As 

A Heartrepreneur hit the Amazon 

bestseller list 24 hours after release. 

Terri has a mission of changing the 

way business is done in the 21st 

century and creating a movement 

of hundreds of thousands of 

Heartrepreneurs doing business 

heart-to- heart.

HOW TO PERFORM A SNAIL MAIL 

CAMPAIGN TO MOVE 

PEOPLE INTO YOUR 

ONLINE FUNNEL 

Article by Janice Mean 

Audience: 

This process works best for business to business scenarios and not as well for business to consumer offers. This 

should be used when your niche market is hard to identify using online keywords and/or you are trying to target 

a specific geographical area. If you have a great online target, this is not for you. 

Assumption: 

Your funnel is already up and running but you are lacking leads. You need a different strategy that eludes the 

online gurus because your niche is just a bit unique. You have validated that the offers appeal to the target 

audience when that audience is located. 

Setup: 

For offline target campaigns it can take five to nine times for someone to recognize the offer or your name and 

act on it. This process will plan for seven, eight, or nine messages to your targeted list using postcards with the call 

to action being to request the full educational/offer online. Once they are online you can move them through 

your funnel. Some would call this an offline drip campaign or pre-funnel campaign. 

”For offline target campaigns it can take five to nine times for 

someone to recognize the offer or your name and act on it.“ 

18 APRIL 2017 

FUNNEL MAGAZINE

We recommend you use postcards 

as they are most likely to be read. 

The recipients usually glance at each 

side before they toss the card into 

the trash. Closed mail is frequently 

tossed without ever being opened. 

The best size for the postcards is 

4.25” x 6” because it’s the biggest 

size you can use and still use 

first class postcard postage. The 

postcard postage is usually $0.15 

less than a traditional first class 

stamp ($0.34 vs $0.49). Depending 

on the volume of cards you plan to 

send for each iteration, there are 

also services that can use pre-sort to 

save additional postage but that is 

a topic for a different article. 

Just as you would online, you 

will create a free educational or 

information offer. The offer should 

include at least seven unique points, 

plus as many more as you feel are 

of value. 

You will put at least one valuable 

education tidbit on each card. 

Depending on the complexity of the 

items, you can include a few more. 

You want it to be enticing enough 

for them to want to know more 

— just like online. Include a call to 

action to request the other xx tips 

online at an easily accessible URL. 

We recommend against using a QR 

code, or if you do use a QR code to 

include the URL as well. Since you 

are sending these to businesses, they 

will be more prone to using their 

computers than their phones. 

Depending on your market and 

their sense of humor, you can 

create a final card that states “I 

SURRENDER” with a white flag. 

You can include a comment that 

you hope they enjoyed your tips and 

that you will stop bothering them for 

now. The surrender is sometimes a 

way for them to come back to you. 

Here are two condensed examples 

for businesses that we’ve used this 

method for before. 

Computer support/Hardware 

support/MSP/Network support 

company. Their cards started with 

“Keep this card by your computer”. 

They titled them “10 things to help 

prevent viruses and malware on your 

computers”. Each card provided 

two or three recommendations to 

prevent unintentional infections and 

which do not require additional 

support. An example of their tips: 

“Do not open attachments from 

people that you were not expecting 

an attachment from.” Their card 

then instructed them to request all 

10 tips via online. The company sent 

the 10 tips via email in a format that 

can be easily printed and posted 

next to computers. Having acquired 

the person’s contact information, 

they then moved them through the 

appropriate funnel. 

Phone service/installation/support 

company. Their cards were titled “10 

things your phone system can do 

to grow your business”. Each card 

provided two or three ways that the 

majority of phone systems can be 

used to improve your relationship 

with your customers. An example 

of their tips: “Make sure you enable 

your voicemail, record an outgoing 

message, and, of course, return 

any messages left.” Their card also 

instructed the reader to request 

the rest of the tips in all at once 

via online. They too moved them 

through the appropriate funnel 

once the prospect entered their 

information online. 

Ideally, you have already created 

your offline mailing list since it’s a 

niche you want to approach and 

you’re having trouble reaching them 

online. If not, there are a number of 

databases available to pull business 

data by geographic location or 

by industry type. The databases 

provide physical addresses and a 

several other bits of relevant data. 

We’ve pulled both geographical 

and industry data for clients before. 

All databases have a small amount 

of inaccuracies. We’ve seen the 

fewest returned cards from those 

that created their own mailing 

list based on data they collected 

directly. However, it depends on 

the size of your niche if that makes 

sense. 

Plan the frequency to send out 

the postcards based on the target 

group. Usually once, twice, or at 

most three times a week is enough. 

If you send more often, they could 

all end up being delivered at the 

same time which decreases the 

opportunity for response. 

Print enough cards for each business 

on your list for the entire set of 

seven, eight, or nine cards that you 

have developed. Note: if you are 

delivering the cards weekly, you 

could space out the physical printing 

as well. This may allow you to print 

fewer cards as some will have 

responded early in the campaign 

and you could remove them from 

your physical mailing list. If you are 

doing three per week, you’ll need 

to print them all to be ready for the 

next mailing. 

We suggest you print labels for 

you cards. If your volume is high 

enough, you may find a printer that 

can actually print the addresses on 

the cards as they print the cards for 

you to save some time and possibly 

money. Some printers will also have 

the option for pre-sort and postage 

savings as well. 

EDITION 2 


19

Execution: 

Depending on the funnel and target offer, we’ve done 

the list send out two different ways. The first way sends 

all of card 1 to the entire list on the first mailing, all of 

card 2 to the entire list on the second mailing, and so 

on through the entire series of cards. 

The second way is to start a portion of the list on card 

1 on mailing 1. On mailing 2, those that started will get 

card 2, and another portion of the list will start on card 

1. On mailing 3, the initial group gets card 3, the second 

group gets card 2, and a new group gets card 1. You 

continue this process until you get through your list and 

your cards. This allows more of a rolling process. 

Both techniques work. Some feel the second option 

allows more of an even response to the cards. It can 

really vary the same way an online free offer may 

fluctuate. 

Tracking tip: You can provide a different landing page 

for each card to track which card is pulling in the most 

responses. 

Best of luck moving your offline niche into your online 

funnel. 

For more information or assistance with this technique, 

please feel free to contact us. 

Janice R. Means, MBA 

Janice is President of Marketing with JR – Common Sense 

Marketing with Extraordinary Results. Janice spent 

years in corporate IT interwoven with various Marketing 

stints. Janice brings her Fortune 50 experience to you 

with a focus on traditional offline marketing strategies. 

However, she is also pretty savvy online to make sure 

that the online and offline strategies complement each 

other. 

Email: Janice@MarketingwithJR.solutions. 

Phone: 630-318-6151 

20 APRIL 2017 

FUNNEL MAGAZINE

HIGH 

IMPACT 

FUNNELS 

22 APRIL 2017 

FUNNEL MAGAZINE

EDITION 2 


23

THERE IS A DIGITAL REVOLUTION UPON US 

ARTICLE BY Jonathan Foltz 

Are you an entrepreneur, visionary, go-getter, or 

innovator? Are your eyes constantly fixed on the horizon, 

seeking and imagining the infinite opportunities of a 

neaw frontier? 

Well then hang on to your gadgets boys and girls - a 

digital revolution is upon us and bringing with it a sea 

of untapped business potential. Some of us will ride this 

wave of infinite possibilities as it peaks, and others will 

drown beneath its power. 

As this digital revolution rolls towards the present and 

the tides of change draw near, there will be various new 

strategies to guide you on the path to success. 

Are you ready for this new realm of limitless possibility, 

encroaching on the boundaries of fact and fiction, being 

ushered in by the exponential growth of technological 

advancement in the world? 

The next few years are the start of a journey through a 

rapidly changing world, where the notion of limitations 

is quickly being diminished. In its extinction, a frontier 

of innovation and creation will come into existence and 

set the stage for unprecedented leaps and bounds in 

digital development. 

This influx of new technology, information, and 

boundless connectivity will not only unite all of mankind, 

but will shed light on how interconnected we truly are 

(and always have been). 

Whether we realize it or not, we have all seen the signs 

of an upcoming digital revolution. 

Large corporations are sinking beneath the waves of 

online retail, too set in stone to stay afloat. eCommerce 

and digital media not only effortlessly adapt, but thrive 

on this shift towards technology. 

Remember the almighty Sports Authority? The large 

athletic wear and sports supply chain? Every last one of 

their immense retail stores has been vacated throughout 

the country - all 469 of them. 

Not far behind we have more behemoths such as Sears, 

Macy’s, H.H. Gregg, and Kmart, all struggling to keep 

their heads above water, shutting down hundreds of 

stores around the US. 

Check out a recent article here → https://goo.gl/iYzVjI 

What about the retail giant Walmart that seems to keep 

sprouting up everywhere? Can this weighty company 

float? 

24 APRIL 2017 


“...digital marketers, eCom entrepreneurs, and online 

retail employees are screaming out “Gold Rush!”.

Warren Buffet just sold his last large share of the 

company valued at over $900 million. Furthermore, 

Buffet’s other companies also sell 1000’s of different 

products to Walmart itself and yet, he found it wise to 

jump ship. If these actions are any indication of what’s 

to come, then this behemoth’s fate is also sealed. 

The effects of the coming digital revolution aren’t 

confined to retail; in can be witnessed in the marketing 

aspect of companies and organizations. 

When is the last time you read a newspaper? 

According to the latest quarterly report from the U.S. 

Census Bureau, total newspaper publishing revenues 

fell 6.3% from $7.12 billion in the fourth quarter of 2015 

to $6.67 billion in the fourth quarter of 2016 — a 4.4% 

decline in newspaper publishing revenues for the full 

year. 

On the flip side, total digital ad spending in the U.S. 

will increase 16% this year to $83 billion, according to 

eMarketer’s latest forecast.. According to Statista, U.S. 

digital ad spending is expected to reach $113.18 billion 

in 2020. 

Brick and mortar retail companies and their employees 

are crying out in vain, insisting that a recession or 

apocalypse is upon us. Yet digital marketers, eCom 

entrepreneurs, and online retail employees are 

screaming out “Gold Rush!”. 

This phenomenon is called “the redistribution of wealth 

on the planet” and, oh, it is very real. By the time it 

fully synthesizes, it may be considered one of the fastest 

monetary dispersals in recorded history. 

The digital revolution has already begun and its waves 

of progression, each one more powerful than the last, 

will trickle down into every aspect of our lives. 

It will wash over governments, conglomerates, small 

and large businesses, jobs, and will even display its 

effects on our private lives, including our families 

and relationships. We must be prepared to question 

everything that we know to be true for nothing will ever 

be the same. 

Those that recognize this movement, inspect it closely, 

and act upon it, shall participate in the beginning of 

a very important and powerful shift in our world - one 

that will blur the boundaries of reality and fantasy until 

they are indistinguishable, and produce a clearing for 

limitless creation and innovation in the digital space. 

The famous author, Thomas Friedman, once told us 

that the world is being flattened. He did not mean this 

literally of course, but rather metaphorically (for the 

flat-earth theorists out there). He was communicating 

to his readers that opportunities for advancement are 

no longer confined to the rich and privileged members 

of society, but are now accessible to everyone regardless 

of class. 

“A tool as simple as a cellphone or 

laptop with Internet connection 

can bring great popularity, 

wealth, knowledge, and infinite 

networking opportunities to 

anyone who wields it.” 

EDITION 2 


25

Quick-thinking teenagers are now earning more money 

than their parents thanks to the opportunities granted 

by the Internet. Rebellious teens, who eagerly challenge 

and reject old ways of thinking, are quickly learning 

how to capitalize on the power at their fingertips. 

Allow me introduce Peter Szabo, a young 18-yearold 

entrepreneur who makes more money than the 

president of his country, and has even managed over 

2 million dollars in the last year in Facebook ads for his 

clients. Those of us who can mesh with technology will 

be able to tap into its resources to create the successful 

lives for which we strive. 

Anyone willing to ride these waves of change, embrace 

them, and immerse themselves within them will not only 

succeed but thrive in this new “Reality Distortion Field” 

we are all a part of creating. 

I will leave you with a quote from the founder and 

executive chairman of the World Economic Forum: “In 

the new world, it is not the big fish which eats the small 

fish. It’s the fast fish which eats the slow fish.” 

Jonathan Foltz - The Digital Frontiersman 

INFO: 

Digital Age Business 

360 Digital Marketing Agency 

26 APRIL 2017 

FUNNEL MAGAZINE

THE EVERNOTE EXPERT 

Fortune is in the follow up 

ARTICLE BY CharlesByrd 

It’s not about sending emails to get people to click on 

a link and buy your product. It’s a lot more effective to 

invite someone to a webinar and then make your offer. 

Photo by: Ken Rochon | www.TheUmbrellaSyndicate.com 

If you don’t know Charles Byrd, you’ve probably seen 

his work. Charles managed Danny Iny’s launch and has 

done many joint webinars with influencers in the Internet 

Marketing space. 

I had the pleasure of joining Charles at his preconference 

workshop, PureJV, in the Presidential Suite at 

the Manchester Grand Hyatt Hotel. 

People from all over the world flew in to be a part of this 

workshop; a precursor to the much anticipated Traffic 

and Conversion hosted by Digital Marketers’ Ryan 

Deiss. 

Arguably the more intimate an event is the more 

powerful it is. Behind the closed doors of this private 

mastermind, deals were being made left and right 

between the attendees. When strategic partnerships like 

that are formed you have game changers. 

It was a diverse group of entrepreneurs, whose expertise 

ranged from real estate investing to productivity to 

online funnels. When that many smart, forward-thinking 

people are in a room, magic happens. 

And the key piece to this event being so successful was 

that Charles Byrd is a massive influencer in the Joint 

Venture space. He practices what he preaches and the 

results are stunning. 

While I can’t give away too many secrets about this 

event (you’ll just have to make sure you’re at the next 

one), I sat down with the master of Joint Venture (JV) 

webinars, Charles Byrd, who shared his insights and 

knowledge about getting attendees and making serious 

cash using webinars. 

Charles gets a lot done. This is due in part to his amazing 

use of Evernote, which he created a course on. He also 

has a show where he interviews different experts about 

how they are productive in their industry. 

“Zero-to-60 with Evernote” launched and has had 

an estimated reach of 100,000 people. 

When everyone else was chatting and connecting at 

Traffic and Conversion, Charles was working. He had 

meetings all day for the entire time he was in San Diego 

(minus a boat ride) and spent the evenings staying up 

all night hosting parties for the benefit of his community. 

After several days of only getting 2 hours of sleep, 

Charles got some well deserved rest. He’s a hustler, yet 

his ease and grace never show just how hard and how 

much he is working. 

With a great team supporting him, Charles is able to 

be present with each and every person that he connects 

with. 

He is also a man of many talents. You can usually find 

him taking pictures with just about everyone. And he is 

always putting a smile on your face. He has a great eye 

for shots, taking out his drone and capturing beautiful 

scenes that are breathtaking. 

What is unique about Charles is that he exemplifies 

what his website promises: 

“We celebrate life -- attaining the balance to get work 

done most efficiently, so we can 

chase experiences that really matter. The more we share 

useful information the better the world becomes. This is 

our passion. Our lives are richer when we spend time 

with the people we love. The more effective we are 

at knocking out work, the more we can nurture those 

relationships for greater life fulfillment. Let us be part 

of what liberates you, along with your own passion for 

growth. A brighter future is at hand, with some fun on 

the way, as we continuously improve.” 

That describes exactly what it felt like to be a part of 

Charles’ life for a few days. Chasing experiences that 

really matter… 

28 APRIL 2017 


From making $10k on a single webinar to booking 

3 webinars a day.

Photo by: Ken Rochon 

www.TheUmbrellaSyndicate.com 

His launches range from sending out to a list of 2,000 

to 100,000. And that is leveraging the list. 

Kate: Can you share a little bit about how you got into 

Joint Ventures, and what you’re doing in your business to 

do them? 

Charles: Certainly. So, what brought me into Joint 

Ventures -- I bought a course by Danny Iny called The 

Course Builder’s Lab and I went to an event he invited 

me to. He asked if I would manage his Joint Ventures like 

booking them and getting partners, and coordinating 

and everything. 

Basically, the plan was for me to keep building my 

business while doing that, which is pretty much what 

happened. And so, I learned that JV world by working 

with one of the most successful people in course building, 

in the Internet marketing world. 

In the process, when I came into that role, there were no 

defined systems. I mean, use this tool for that; use this 

for that; or workflows, other than my Google sheet or 

something. I have an IT and systems background, and 

project management background, so I created a full 

workflow, top to bottom; on showing up with partners, 

tracking partners, relationship building, taking notes, 

and everything else related to it. And in doing so -- at 

this time, the pure source of traffic I have for my business 

and products are Joint Venture webinars. And I book two 

to six of them a week. 

Kate: That’s crazy. 

Charles: I booked two yesterday in one hour. 

Kate: You must have spent a lot of time to really build 

that skill. 

Charles: The truth is it’s not particularly difficult to do 

if you know how and what to do, as with most things, I 

suppose. But the cool thing is that it’s teachable, and it’s 

a combination of having some level of social skills; but 

even more so of follow-up, and a system to track and 

communicate, and just to follow the workflow. 

Kate: So I know you talked a little bit about partnership. 

What is the difference between a Joint Venture and a 

Strategic Partnership? 

Charles: The way I view that, the Joint Venture would 

be, let’s say I connect with a blogger or a Podcaster; 

whoever, someone with an audience. I approached 

them and then we have a chat, and basically, we 

agreed to do a promotion together where they mail 

their audience to a free training I deliver. Then whatever 

revenue comes in, I split with the partner. It’s kind of a 

one off thing, although you can certainly schedule as 

many as you want. Typically, you want to do them 

at least 6 months apart, so the audiences are 

not getting inundated with the same 

offer. 

EDITION 2 


29

A strategic partnership, which I built up many of those 

too and they’re very high value, is you can do those 

kinds of promotions together. But you kind of take it to 

a deeper level where like, they’ll come to you for advice, 

or you can go to them for advice. So basically, you’re 

connected more, they’re just strong relationships and 

you’re in it to really help each other. 

Kate: Can you give us an example of one of the best 

Joint Ventures that you did? 

Charles: I’d read a blog post by a guy named Chris 

Winfield. He’s the writer for Time Income Entrepreneur. I 

never heard of him, I just liked his article. It was an article 

about productivity nerds. 

So I emailed him cold and invited him to be on my 

productivity video blog, and granted, it took quite a 

while because this is like some big writer in New York 

and he didn’t know who the hell I was at that time. What 

blew him away was I consistently followed-up, and I 

had him on the shows, and he got to meet me at least 

on a Skype interview. 

And then from there -- he’d never even done a Joint 

Venture before -- and he had a big list, a big following 

in the productivity space. My product is a productivity 

product, so there’s your fit audience wise. And he didn’t 

have any product on Evernote. In fact, he was eager for 

input himself on the topic, so we did a joint venture. 

I supported a launch he did, and I helped get him 

partners ‘cause I have a very broad network of people I 

work with. Then he supported a webinar for me, which 

was our top grossing promotion to date. And that was 

through a cold connection. It was the consistency of that 

follow through. Never push or be intrusive, just you’re 

there. 

In fact, we did build a strategic partnership because I’ve 

never met anyone who follows through with what they 

say so consistently. Again, he didn’t know me at all when 

we started. So that’s probably a really good example. 

Kate: So what do you use in your personal experience 

for your follow-up that makes the Joint Ventures so 

successful? 

Charles: So every time I meet with anyone or do any 

type of research, it’s captured in Evernote. So any 

meeting I have with partners or people or even you for 

our last meeting, I can pull up a tag with your name 

and a tag with the word “note”, and anything 

that we’ve chatted about. I can have in 

front of me instantly, which gives 

30 APRIL 2017 


me the context back, to pick up a conversation where I 

left off instead of -- I mean, if you’re talking to 40 or 50 

people a week, or whatever -- it’s easy to forget details 

because of the volume. 

But with my system it stays really personalized because 

I take notes in Evernote. I also use a CRM, that is called 

Cloze with a “Z” and that natively integrates with Gmail, 

your Google calendar, and Evernote. And I design my 

own custom progression workflow with partners, so I can 

see who are potential partners; people I met with, as I 

move through my custom and proprietary system, that 

tracks where they are at each step. And so I can see who 

to follow-up with, where we left off. And so, creating that 

system enables you to be very on top of it with people. 

Kate: So what would you say for someone that’s using 

one system -- like within a company -- how do you work 

together to build something successful? 

Charles: Yeah, good question. There would be a few 

different ways to do that. What I would recommend 

in situations like which -- sometimes I use Messenger 

too -- a good idea is to sort of conform to the natural 

communication tool of that partner. If they’re always on 

Facebook and they messaged you through Facebook, 

sending them an email -- who knows if they’re really 

checking that. 

I use systems that when I do email, I get alerts when they 

read it. I get alerts when they don’t read it, so I follow-up 

again and again at that. Follow up as part of a system. 

No falling through the cracks. 

As far as booking through Facebook, what you can do is 

open messenger in its own window -- so it’s full screen in a 

web browser -- instead of the little pop-up in Facebook. 

And then you can use Evernote web clipper and capture 

those communications streams; tagging it back to the 

partner. And because you’ve captured in Evernote and 

tagged it, for, one, you can find it that way; then two, 

the Cloze CRM system can pick right up on the whole 

thing. So you could easily use Facebook and my system 

to accomplish the same thing I do by email or through 

other methods. 

Kate: What are some of the “Dos and Don’ts” of a Joint 

Venture? How do you not go in and completely look like 

you’re green but show up in a way that they’ll take you 

seriously? 

Charles: That’s an excellent question, by the way. 

The way you do that is by learning some of the 

fundamentals of JVs, and basically so that you know 

how common deals are structured; you know who’s 

responsible for which piece of the promotion. Another

huge Do is communicate up front. It’s way better to 

over-communicate than to assume someone’s got their 

end nailed down. So following-up with the specifics of 

what was discussed at your co-created plan. 

And also what really helps is knowing your numbers, so 

that those expectations can be set up front too. Now, 

of course, if you’re first starting you may not know those 

yet. But after you do a few webinars -- basically be as 

transparent as possible as to where you’re at. 

Unless the person you’re working with is also new and 

you can figure it out together. That may come across in 

a way where they may not want to promote. But with a 

few basic things, you’re really covered. 

Kate: What type of numbers are you usually looking 

for? 

Charles: Typically they may want to know your conversion 

numbers; that’s helpful. And again, I put that in the 

context of showing demand. No one really particularly 

asks for it, but when you start booking a bunch of 

webinars you say “I booked 4 webinars yesterday and 

I have 3 more to deliver this week.” Immediately, you’re 

seen of someone who knows exactly what they’re doing, 

and that confidence makes it easier and easier and 

easier to book. 

Kate: For those that want to make this their business, 

they want to be in the Joint Venture or affiliate space, 

what advice do you have for those people? 

Charles: To get started, you want to kind of pick an 

area that you want to build a list within, because 

when I started -- and the context is a little different 

-- but a Productivity Course is super adaptable. I’ve 

presented it to entrepreneurs, real estate agents, the 

Project Management Institute because I’m a certified 

project manager. Then I was presenting to these broad 

audiences. 

And that does not help when you’re trying to promote 

certain types of people. So if you’re in a fitness space, 

be in a fitness space. If you’re in an affiliate space, focus 

on that. I decided to focus on entrepreneurs, experts, 

authors, coaches. Thereby, my list is mostly comprised 

of people like that, which means -- that broadness -- 

who I can work with in that space, can actually get them 

results; because if the list is a kind of a jumble, then sure 

you can help different groups; but your results are 

probably going to be very poor. 

Figure out what type of people you’re 

gonna serve and start reaching 

out to those folks. 

32 APRIL 2017 


But I believe that Joint Venture webinars absolutely 

should come first, for the following reasons. One, you’re 

not trying to make some big splash. You’re vending your 

product, you’re improving the delivery of your webinar. 

Every partner you do a webinar with, you can get advice 

from them. What worked well? What could have been 

better? So you’re getting free consulting. Typically pretty 

amazing entrepreneurs. You learn what your numbers 

are, and every one of those you’re building relationships 

with, those people. 

So they basically, they see the quality of your work. 

They see what it’s like to work with you. They see the 

impact your product makes for their people, and so by 

the time it is ready, by the time you are ready, for a big 

Joint Venture launch, for one, you know your numbers; 

two, your offer is completely validated; three, you 

built relationships with people; so when you actually 

approach them about the launch, they’re open to it. 

And in my opinion, building relationships opens so many 

doors, so much faster that it’s insane. I mean, we’re 

growing our list by at least 2000 a month, and that’s 

starting over the last four months; we’ve grown from 

about 1300 to -- by the end of the month -- would be at 

7000; we’re at 6500 now. 

Kate: Do you have any specific advice that you have 

that you want to share with our readers on joint ventures. 

They can be time consuming, so why invest the time in 

it? 

Charles: Well, there’s several reasons. For one, you’re 

building relationships. When I started out, I started 

building relationships before my course is even done, 

and it made my course take a lot longer to finish. But 

guess what? By the time it was finished, I had a bunch of 

people already queued up. So relationships have been 

paramount to how quickly my business has grown. That 

would be number one. 

Number two, so let’s say you’re like, “Cool, I’m going to 

do a launch. Everyone’s doing launches. Let’s do it.” For 

one, that’s a singular event, but it’s not a business plan 

at all. Two, you’re going to have a tough time getting 

partners if they don’t know who you are, and you’re 

not vetted; which is why we go back to vetting your 

product and learning your numbers, and improving your 

numbers; because over time, when you’re delivering a 

webinar 5 or 6 times a week, you become a word artist. 

You keep improving. It’s like brushstrokes on canvas. 

Number three, it’s list building. By the time I do a 

launch, not only will I have a ton more relationships 

than I have now; which is very substantial for someone 

who has been doing this as short a time as I have. My 

list likely will be around 35,000 just with the rate that

we book and deliver webinars. So from a list building 

standpoint, when you are marketing to people on your 

own list, there’s no affiliate fees; which are typically -- 

well depending on what you offer -- but as high as 50%. 

From a list building and revenue standpoint, there’s 

nothing better than marketing your own product to your 

own list. Again, that’s why I believe joint ventures should 

be a fundamental pillar of getting you going after you 

have a webinar and a product in the information space. 

Kate: So would you say that joint ventures are a key 

part of a launch too? 

Charles: Yeah, I mean, I suppose it’s part of the prelaunch. 

I wouldn’t consider them the same though. Prelaunch 

in my view would be the planned content and so 

forth building up. Let’s say you’re starting to do these 

webinars 8 months before launch. I would consider 

pre-launch, maybe 2 or 3 weeks before launch. But it 

is certainly pre-launch, because it comes first. For the 

reasons I noted, it gives you a way bigger platform to 

work from. Therefore, when you do a formal launch, the 

results all the way around are going to be a lot bigger. 

Kate: I think that’s important to understand as well -- is 

when to do a joint venture -- because if you do it too 

soon, you don’t have a product to show for. You don’t 

have a webinar. But if you also do it too late, you can’t 

get that leverage either. 

Charles: Yeah, that’s a good point. Of note, for one, if 

you don’t have a product in the webinar, the only reason 

I would attempt to book a JV is to put enough pressure 

on yourself, to get that stuff done. And I will note, when 

you do book webinars, they can very easily be 3 weeks 

to 3 months out, because any bigger partner typically 

books their calendar out 8 months in advance. 

Kate: How do you take into account that you have to 

book all these things in advance? 

Charles: I’ll make a couple of points on that. For one, the 

big people, the likelihood of them working with someone 

new is actually very low. Typically, the way it works is the 

C-level partners, start working with C-level partners and 

then tap into a few B-level partners. As your numbers 

and reputation grow, you ascend that ladder. 

You’re not going to get -- Jeff Walker would never 

work with someone like me right now. I’m nowhere 

near the volume and caliber. Because think about 

it, their promotion schedules are tiny. They’ve 

got 12 months. They’re probably doing 

34 APRIL 2017 


a minimum of one internal promotion, likely more like 

four internal promotions, which consumes their calendar. 

And then, they’re going to cherry pick the biggest and 

best complementary partners, to promote. 

So it doesn’t really even make sense for them to promote 

someone newer. But you can start with people with 

smaller audiences, and you work your way up. Also 

note, when you’re booking webinars, let’s say you were 

planning out a real launch for July; you wouldn’t book 

a JV webinar promotion for June with that partner, 

because they can’t promote the same thing that close. 

So you got to feel those things out as well. 

Kate: Can you share with me the power of the small 

lists? I know small lists can be powerful too. 

Charles: Yeah, it’s very easy to be allured by big lists. 

It just feels cool. Like last week, 130,000 people were 

emailed about my course. Sounds mind-blowing, but 

it does not mean results particularly. List size is fun to 

consider and talk about but it’s way less relevant. Like 

I mentioned, my first webinar was mailed to a list of 

3,000 people. If you don’t have a list, that might seem 

like a lot. 

If you’re in the space, you’ll recognize that’s tiny. But the 

person who ran that webinar with me -- they have a 

weekly show, a 5-minute show. There audience is very 

engaged. They had a 50% show-up rate. The industry 

standard is 25%. And if a list really trusts the host, 

which the trust is built by consistent communication 

and providing value, and they’re on board; backing 

what you’re offering; that’s when you get the biggest 

conversion numbers you could possibly get. 

I’ve done webinars to lists of 40,000 people that barely 

delivered anything, and I’ve done lists to smaller groups 

that had 10% conversion right on the webinar, and grew 

up well beyond that throughout the five day promotion. 

The things you want to look for are open rates, clickthrough 

rates, responsiveness of the list -- is the partner 

in regular communication with that audience? And are 

they providing value in what they’re communicating 

versus just promoting, promoting, promoting? How 

often is the list mailed, and are they conditioned for 

that? 

Some lists will freak out if you mail too much. Other ones 

will wonder why it’s been so quiet if they don’t get an 

email every day or two. There’s a lot of variables in that, 

but certainly don’t get hung up on the list size; because 

very frequently, it’s not nearly as relevant as you might 

think. 

Kate: My next question for you is around the contract. 

What kind of percentages do you do? Because you said 

it could be typically up to 50%. I know some who will give

100% up front. What is the typical percentage around 

the profit sharing; and then also, to that, any contractual 

stuff that you have to do within that partnership, on that 

piece of it? 

Charles: Yeah, good question. So to touch on the 

contract piece, I’ve never once filled out a contract with 

any of my partners, and I book a ton of them. But I 

will say, it’s not like you’re going to sit around nitpicking 

this stuff, because it’s not particularly healthy. I would 

say, document what you agreed to; what mailing dates; 

when certain things are supposed to happen, so that you 

get a road map to refer to; because that’s very helpful. 

The typical breakdown is as follows -- If you have an 

information product like I do -- my course, you can 

just log in, go through the modules. I do offer email 

support and tend to not get a ton of traffic. That’s a 

50% commission. The product’s good to go. It’s up and 

available. It’s not a ton of work after someone buys it. So 

50% commission. 

Let’s say that I added a month of coaching calls, four 

coaching calls. Then that’s taking my personal time 

beyond the course. So perhaps, I would drop the 

commission down to 40%. Now, the 100% commission, 

I’ve heard of it, you pretty much only want to do that 

for list building purposes -- where you’re building the list 

because you have the other partner promote to their list 

that they’re coming on your show; or doing this or that. 

And if you have a really solid back end, perhaps that’s 

worth it. 

So the more personal time and effort and attention, 

that’s what makes the adjustment there. The other 

reason you might pay out, let’s say a 40% commission, 

is if you have a second tier. Let’s say you referred me 

to someone that I’ve booked a webinar with, and then 

I did the webinar with them. They get a 40% and I’d 

pay you 10% for doing the intro. I just booked a webinar 

with a partner yesterday. That’s how he does all of his 

promotions. So that would be another situation like that. 

Kate: So what would you share about making a highticket 

funnel successful, in conjunction with the webinars 

and the joint ventures? 

Charles: For one, I’ll say they work hand-in-hand 

impeccably. So, let’s say my front end offer is $250 to get 

people in the door. Then, or during that initial webinar 

you can mention up front -- “here’s the initial item but if 

you want to take this further, here’s an application. Fill 

it out, we’ll schedule a one-on-one call,” and that’s when 

you would do that. 

The call -- you’d either have hired salespeople, or you 

could do it yourself. But on that call, using the application 

in a very strategic way -- I personally know people that 

do that all day. They do webinars, have a low ticket 

item, people schedule the call, and then they’re close for 

a $15,000 to $28,000 offer, which is done one-on-one 

on those calls. 

Kate: I can see how that’s taking it to a whole new level. 

I know Russell talks about bait and the $250 piece is 

the bait. And for the high ticket funnel, what’s really 

valuable is the $15,000 offer at the end of that. What’s 

your process for going to a high ticket offer? 

Charles: Okay. Well, I’ll point out that my high ticket 

offer that’s coming out is not directly related to my front 

end product, so I do not have an ascension path for 

that; and then we make all our revenue on the front end. 

The high ticket offer is in the realm of what we’re talking 

about here -- since so many people ask me how I book 

up to 6 webinars a week. 

In the last five masterminds I’ve been to -- out of the 

blue -- the host have asked me to present on this. It was 

a $10,000 event, and they asked me and two other 

people there. We’re like “Who would have paid you this 

much to learn this,” and so I did an hour and a half 

breakout just sharing, sharing, sharing. That was the 

night I decided to put on a two-day live event before 

Traffic and Conversion, teaching this process top to 

bottom. So that’s my high ticket offer. 

Live events are amazing for high ticket conversion. 

Otherwise, it’s going to be one-to-one phone calls. It’s 

pretty rare. I’ve heard of it, but it’s pretty rare to go high 

ticket straight off a webinar, without a high touch followup 

or an application and a one-to-one call. 

Kate: One last question for you. What is your 

superpower? 

Charles: Well, I guess I would say connector. 

Kate: I love that, and I appreciate you sharing your time 

with us. I can definitely see the care that you take in your 

relationships. It comes through you as a person. People 

sometimes don’t understand the value of that, and 

they just want to go right to the sale. I think it’s so much 

more profitable to work in the relationship, build the 

relationship, grow the relationship; because it produces 

way more dividends at the end of the day. 

Charles: And beyond what you’d ever expect, like 

getting invited to private masterminds for free; where 

other people are paying $6000+ to be there. That 

kind of thing happens all the time, and it’s 

just a reflection of the value and care 

to the people you’re working 

with. 

EDITION 2 


35

FUNNEL HACKING LIVE 2017 

have been to many events that lasted 3 days, 

and after the last day I just didn’t want FHL to 

end. The vibes, the insights, the networking. I just 

wanted to stay in the FHL bubble. Alas, all good 

things must come to an end. 

Funnel Hackers from around the world descended 

on the Hyatt Regency in Dallas, Texas.The event 

opened with a bang! Day 1, Russell dove right into 

content and taught us about Creating a Mass 

Movement (which is included in his new book 

Expert Secrets). 

The key was creating your Attractive Character, 

Cult-ure, and New Opportunity. 

Attractive Character 

The main takeaways from this presentation were 

to: 

1. Live the life your audience wishes they 

could live 

2. Maintain absolute certainty (even if you 

don’t feel certain) 

3. Don’t be boring 

4. Care… A LOT 

5. Create your own market 

36 APRIL 2017 

FUNNEL MAGAZINE

If you weren’t at Funnel Hacking Live (FHL) this year, you 

missed out! And if you haven’t gotten your tickets for next 

year… well, there is already a waiting list. 

Live the life your audience wishes they could live. 

Russell is a master at living the life that his audience 

wishes they could live. 

Maintain absolute certainty 

This doesn’t mean that at times you aren’t uncertain or 

that you don’t feel fear. It means that you don’t show 

that fear or uncertainty to your audience. The certainty 

is in your ability to get results, in delivering service, 

knowing your brand, what you stand for and what you 

won’t tolerate. 

I hate to break it to you but most of your webinars 

aren’t working because you are boring. You may have 

great content but it doesn’t matter if people don’t want 

to listen to you. You want your webinar to feel like that 

one class with the really cool professor that you actually 

wanted to go to. If you aren’t doing that then no one 

will show up or buy. 

Don’t be boring 

EDITION 2 


37

Care... A LOT 

A good friend and mentor of mine has a great saying 

for this, “I care. You matter.” 

People need to feel your heart and that you love them. 

During Tony Robbins’ talk, he shared that markets can 

change overnight. He used the example of Garmin. 

Overnight, Apple was giving away their $200 product 

for free. Because Garmin loved their customers they 

were able to adapt and survive despite that pivotal 

market shift. Love your customers, not your product. 

Create your own market 

In creating your own market you want a “blue ocean”. 

That’s an area where you are the only one fishing. 

Once others start to show up the sharks come and the 

water becomes bloody. So you have to go find another 

fishing spot with “blue ocean”. It is super important to 

carve out your spot in the ecosystem. 

Cult-ure 

While you aren’t actually creating a cult, it should kind 

of feel like it. When people feel like they are part of a 

tribe and they can place their hope and faith in you as 

a leader, you are building a cult-ure. 

The first step. You hold a vision for a better future, for 

change, and that is what they want to be a part of. 

The second step to building a cult-ure is to help 

your tribe break their 4 minute mile. If they see that 

something can be done, and you show them how to 

do it, they will join the movement to achieve what was 

previously thought to be impossible. 

Next you want to help them self-identify as part 

of the tribe. If you are reading this you probably 

identify as a funnel hacker. It doesn’t matter what 

industry -- in the world of Harry Potter they are called 

Potterheads. Trekkies, Beliebers, Fanilows, Fire Nation, 

Cheeseheads... doesn’t matter. If you are successful in 

helping people identify themselves as are part of your 

tribe then your movement will grow. (Special shout out 

to our fans, the Funnel Geniuses!) 

The last part of building your cult-ure is to have a Title 

of Liberty. This is your manifesto. Russell demonstrated 

his manifesto with his video for Funnel Hacker TV. Here 

is what the video says: 

“I’m part of an underground group of entrepreneurs 

that you probably never even heard of before. We 

don’t rely on venture capital. We don’t have goals to 

go public. Fighting against the big brands. We don’t 

have financial safety nets. Every test is with our own 

money. We have to be profitable from day one. If you 

ask the MBAs they will tell you that what we are doing 

is impossible. It’s happening every single day. It’s called 

Funnel Hacking. We are Funnel Hackers and these are 

our stories.” 

It’s pretty clear what Russell’s manifesto is. It’s all about 

building funnels -- quickly, and profitably. 

New Opportunity 

The last piece to creating a mass movement is creating 

a new opportunity. 

Most people are making improvement offers, which 

means you are telling your prospect that they are doing 

something wrong. Or that they suck. People don’t 

want to buy from you when you tell them they suck. 

So instead, make them a new opportunity offer. This 

means that you are giving them a vehicle of change. 

In your prospect’s eyes, improvement is hard. People 

that buy improvement offers have the desire but not the 

ambition. They don’t really want to do the work that it 

will take to get results. When you show a prospect an 

improvement offer, it can trigger memories of past poor 

decisions. 

When you provide them the new opportunity, they will 

make their decision to buy based on whether or not it 

will increase or decrease their status. 

People crave new opportunities because they are a new 

discovery, there is no pain of disconnect, and they get 

to buy the greener pasture that they are looking for. 

There are two ways to present a new opportunity. 

1. Opportunity Switching 

2. Opportunity Stacking 

In opportunity switching, they are looking for change. 

They want something different in their lives. 

In opportunity stacking, they are looking for more than 

what they already have. In your funnel, you want to use 

the stacking method so they keep buying more, rather 

trying to improve on what you have already given them. 

38 APRIL 2017 

FUNNEL MAGAZINE

The One Thing 

Here are some examples of kinda likes within the Funnel 

After speaking about creating a Mass Movement, 

Hacking community: 

Russell did a deep dive on how to create a mass SLO (Self Liquidating Offer). It’s kinda like me taking 

movement of people who will pay for your advice. a little extra insulin if I want to have a donut. I know the 

It starts with The One Thing. What is the one thing that 

donut is going to raise my blood sugar more than usual 

your prospect needs to believe in order to buy your 

so I’ll take a little more insulin to cover the extra sugar. 

product or service? 

Actionetics. It’s kinda like having a personal assistant 

“If I can make them believe that (my new opportunity) is 

who can email, call, text, and send gifts by email.... but 

the key to (what they desire most) and is only attainable 

you don’t have to pay them. 

through (my specific vehicle) then all other objections Consulting. It’s kinda like when you had a tutor in school. 

and concerns become irrelevant and they have to give 

me money.” 

Sales Copy. It’s kinda like a bedtime story with a sale 

at the end. 

While this may seem like a simple formula it isn’t as 

easy as it seems. Here is an example of what most Order Bump. It’s kinda like, “Ya want fries wit dat?” 

people come up with: 

Cloudflare. It’s kinda like a TSA checkpoint for your 

“If I can make them believe that (cutting calories and website 

exercising) is the key to (losing weight) and is only SMTP. It’s kinda like the car hop at the drive in theater 

attainable through (my new weight loss course) then all that delivers all the meals to your car. 

other objections and concerns become irrelevant and 

they have to give me money.” 

You get the idea. The more kinda likes you have the 

easier it will be to explain to a novice what is is you do. 

This doesn’t work for several reasons. You are not in the If you see someone do the head cock when you say 

prolific zone. This is not a new opportunity. This is not a something, it’s probably time for a kinda like. 

blue ocean. 

Here is an example of the same belief statement written 

correctly. 

The next element in getting people to pay for your 

advice is sharing the hero’s two journeys. The first 

“If I can make them believe that (getting their body into journey is one of achievement; the second journey is 

a state of ketosis) is the key to (losing weight) and is only one of transformation. At the very basic level the story 

attainable through (drinking Pruvit’s ketones) then all is comprised of a character, a desire, and a conflict. 

other objections and concerns become irrelevant and Russell used the example of Little Red Riding Hood. 

they have to give me money.” 

Little Red is our character and her desire is to deliver 

The Epiphany Bridge 

cookies to her grandmother, and the conflict is the wolf. 

Now if you have ever heard Simon Sinek speak you In order for the story to be successful your character 

know that the belief doesn’t mean anything without the has to be relatable, and in order to build rapport must 

why. So you must answer the question: Why do you have two of the following qualities: 

believe that? 

1. Victim 

In order to share why this solution is so important to 2. Jeopardy 

you, your prospects have to be in the same state as you 3. Likable 

were when you had the epiphany. Enter the Epiphany 4. Funny 

Bridge. Tell your origin story of what happened to you 5. Powerful 

that made you believe. 

The character must have a desire for something: 

It is super important in sharing your story that you don’t 

lose people because you use too much technobabble. 

1. To Win 

The easiest way to stop technobabble is to use a kinda 

2. To Retrieve 

like bridge. The kinda like bridge is where you use a 

3. To Escape 

metaphor or simile to help your prospect understand 

4. To Stop 

the new concept you are teaching them. 

EDITION 2 


39

Through the story, the character goes on a spiritual 

journey and at the end goes from old beliefs and 

identity to new beliefs and identity. 

Once you have crafted your story you must now share 

the epiphany bridge. This has the following formula: 

1. Backstory 

2. Wall (Vehicle they are stuck in) 

3. New Opportunity (Epiphany) 

4. The Plan 

5. Conflict 

6. Achievement/Transformation 

How to tell your story 

Here are some questions that you will want to ask 

yourself to create a compelling epiphany bridge story: 

1. What is your backstory that gives us a vested 

interest in your journey? 

2. What is it that you want to accomplish? 

External: What is the external struggle you are 

dealing with? 

Internal: What is the internal struggle you are 

dealing with? 

3. What was the wall/problem that you hit within 

your current opportunity that started you on this 

new journey? 

4. What was the epiphany you experienced and 

new opportunity you discovered? 

5. What was the plan you created to attain your 

desire? 

6. What conflict did you experience along the 

way? 

7. What was the end result that you achieved? 

8. What was the transformation that you 

experienced? 

Answer these questions and your story will be so 

powerful and engaging that people will pay you for 

your advice. As the saying goes, “Facts tell. Stories sell.” 

The Big Idea 

Todd Brown also spoke on day one and presented The 

Big Idea. This goes back to The One Thing that you 

are selling. Once you have found your big idea it’s all 

about how you position it and get people to find out 

more about it. The big idea starts as a promise, then 

you expand on it, and finally you add a unique 

mechanism. This keeps your big idea fresh in 

the marketplace. 

The main things you need to develop Big Ideas are: 

1. Lots of ideas from lots of input 

2. Lots of ideas to choose from 

3. An ability to look for new or unusual 

combinations or connections 

4. An idea that you believe in, are excited about 

and want to share with others 

The Big Idea Formula 

Emotionally Compelling (Primary Purpose + Unique 

Mechanism) + Intellectually Interesting = Big Idea 

With that it was time for lunch, and then we jumped 

back in to drink from the firehose some more. 

Brandon and Kaelin Poulin spoke about how they 

launched their brand Lady Boss. The six keys that 

contributed to their success (both tangible and 

intangible) were: 

1. Their success is your success 

2. Culture is Key 

3. Authenticity 

4. Be Facebook Native 

5. You can’t Scale Alone 

6. Facebook Live Webinars 

Using these keys, Brandon and Kaelin were able to 

build a profitable and growing business with Facebook 

at the heart of engagement. So much so that Kaelin 

could invest $2400 on a Louis Vuitton backpack. More 

on that later… 

Following Brandon and Kealin’s talk was a surprise visit 

from JP Spears who got the audience in stitches with his 

dry humor and charm. 

After our next break, Jim Edwards did his presentation 

on copy blocks. Everyone in the audience (including 

me) took pictures of his slides. 

Note: You can download them at https:// 

funnelmagazine.com/sales-copy-blocks 

By taking a few keywords like LEGO and connecting 

them together you can create awesome copy that 

converts on your page. 

Jim identified three types of Funnels 

1. Belief Funnels 

2. Income Funnels 

3. Freedom Funnels 

40 APRIL 2017 

FUNNEL MAGAZINE

Level one is the belief funnel. This is the funnel where 

you believe this will work for you! 

Level two is the income funnel. These funnels kill your 

day job and let you funnel builds full time. These funnels 

don’t make you rich but they set you up to be rich. 

Level three is the freedom funnel. This funnel allows you 

to buy your dream car or home in cash. They can make 

you millions. 

So looking at your funnels are you at level one, two, or 

three? 

Great funnels have three things in common: Market 

need or the solution you are selling. Sales Copy or the 

offer in your funnel. Traffic or the people saying yes or 

no to your offer. 

The basic building blocks of copy are your headlines, 

bullets and Calls To Action (CTA). You can build all of 

your funnel pages with just those three elements (and 

you probably want to throw in a video or two). 

The icing on the cake to make the sale is a guarantee. 

Following Jim Edwards was membership funnel expert 

Stu McLaren. He shared the story of making his first 

sale in which he spent $900 to make $7.95. The kicker 

was his brother-in-law had asked someone he knew to 

buy the product. But that one sale was the momentum 

for Stu to build his company and create a tribe of 

people. 

Now Stu and his wife Amy are using their business 

to make a positive impact in the world. If you are a 

ClickFunnels user and have launched a funnel and 

gotten 100 users then you have helped contribute to 

their mission. 

Amy started World Teacher Aid and has been helping 

build schools in Africa. During the event, between 

ClickFunnels and the Mastermind that was sold at the 

end of the presentation they raised over $250,000 in 

just 3 days. 

That night there was a speaker round table. I have 

never seen so many people huddled around a person 

as Stu, Russell, and Trey Lewellen were mobbed. It was 

like when everyone gathers around a big bon fire. 

After some networking and connecting with the 

ClickFunnels team (massive insight in just those 

conversations), we hit the bed exhausted. 

Highlights from day two had to be the Podcast Funnel, 

Caleb Maddix and Emily Shai, as well as Trey Lewellen 

and Amazon expert Jason Fladlien. 

Justin and Tara Williams did their presentation on 

Podcast Funnels. The key takeaway was not to focus 

on the podcast but to use it as a vehicle to sell your 

products and services. 

The reason for creating a podcast is to share content. 

The podcast then leads to your magnet which goes to 

your core offer. 

1. Use podcast to create a following 

2. Launch program/product 

3. Get paid to create the program 

4. Customers become your tribe 

Key aspects of a podcast include: 

• Theme 

• Name 

• Cover art 

• Summary 

• Intro/Outro 

• 3 podcasts 

• Website with CTA 

• Social media for sharing 

• Submit to iTunes 

• Strategy for ratings and reviews 

Do not get stuck on the name of your podcast. Start 

with the theme and what you are going to be sharing 

with people. 

Remember the podcast is the thing to get you to the 

thing. 

Emily was our youngest speaker at the event. If you 

have had doubts about your ability to use what Russell 

has been teaching, remember that kids like Emily and 

Caleb have been doing it… for years. 

Emily started out like any kid wanting to make money. 

So her parents told her to create a business. She 

wrote a book on how to have an awesome sleepover 

and she made $20,000. She went on to sell to car 

dealerships and finally got to the point where she 

wanted to automate her business. Enter ClickFunnels. 

Now Emily is rocking it with funnels and with a little 

help from her parents (now they don’t have to drive her 

to all the dealerships) she is up and coming in the world 

42 APRIL 2017 

FUNNEL MAGAZINE

of business. Oh, and she gives away girl scout cookies 

at her talks… now that’s good bait. 

While Tony Robbins wasn’t speaking until the end of day 

three, I believe that the next Tony Robbins graced the 

stage. Caleb Maddix is a most eloquent speaker and 

holds the audience in the palm of his hand, hanging on 

every word. This kid knows what he is talking about. As 

an entrepreneur who is going to make a million dollars 

this year, it’s obvious why others want to listen to him. At 

15 he is already an accomplished author, speaker, and 

social media expert and is launching his new continuity 

program Maddix Book Club. If you are a parent you 

probably want your kid in his club. 

He is also innovating on the webinar concept and 

turning it into a game show. Since his target audience 

is kids, he his creating a message that will resonate with 

them. Learn more about Caleb Maddix in his feature 

article in this edition of Funnel Magazine. 

After lunch, the man the myth, the legend Trey Lewellen 

spoke on E-commerce. I spoke with Trey and he shared 

that between all the products they are selling they are 

doing $1 million a month in sales. That is a $12 million 

business. And he made it look easy. All it came down 

to was numbers. 

Now keep in mind that his methodology is working for 

physical products. And the numbers don’t lie. 

The key takeaway from this funnel is allowing your 

customers to buy more of the same thing. Let them get 

2 or even 10 of what you are selling. An easy way to 

over deliver is if you buy 1 you get 2 of a product (it’s 

sold as a set on Amazon). When they buy 2 they get 3. 

When you buy 3 you get 4 and so on. 

Amazon is similar in that all you have to do is put up 

your funnel with your brand and sell the product through 

Amazon. The key with this is offering a discount code 

or coupon to get opt ins. Selling samples of a product 

is another great way to make a lot of money with the 

Amazon funnel. 

That evening, I grabbed Caleb for a photoshoot and 

we had a ton of fun running around the hotel. 

After kicking it with Caleb and Matt (his dad is a 

firecracker if you haven’t met him), it was time for 

the Hack-A-Thon. This is probably the greatest 

implementation lab of all time. Even if it does end 

at midnight. Many people launched their 

webinars, got feedback on copy, or had 

their funnels fixed. I was working 

on getting the print edition of Funnel Magazine done 

(it’s now available at a funnel near you!). We hackers are 

a different breed. After being escorted out of “Hacking 

Headquarters”, I proceeded to work on the magazine 

in the bar, working on two laptops until 3:00am in the 

morning. That my friends is dedication. And everyone 

attending was super supportive of this crazy behavior. 

The weird thing was that I was wide awake and I hadn’t 

even taken the Ignite supplements that were handed 

out at the event. I contemplated staying up all night 

talking. However, I knew it was important to be fresh for 

Tony Robbins the next day. 

That morning I woke up and got out of bed faster than 

I had in months. I was so excited to see Tony Robbins 

and wanted to make sure that I got a seat close to the 

front. Hawk and I tag teamed so he got breakfast as 

I ran downstairs. Camera in hand, I raced to the front 

of the room. Then, in a heart-stopping moment, I was 

bumped and my camera fell off my shoulder and hit 

the ground. I looked at the camera. I had dropped my 

phone so many times that I didn’t realize that my lens 

was nowhere near as sturdy. I took off the lens cap to 

find... 

My heart sank. Luckily it was not my only lens or I 

wouldn’t have been able to cover Tony’s talk. I was 

more scared to tell Hawk. I pushed it to the back of my 

mind as best I could and was blessed by the presence 

of Garrett White. This man may be just a little bit more 

intimidating that Tony although he claimed to only be 

the warm up. 

Garrett had three mantras in his talk. The first was 

that in order to be successful in business and with 

funnels, you need the belief that you are a marketer. 

Say it loud, say it proud. I AM A MARKETER! 

44 APRIL 2017 

FUNNEL MAGAZINE

The second mantra was, it’s great if you can get 9,000 

leads but if you can’t turn any of them into a sale you 

won’t be successful. Ergo, I AM A CLOSER! 

The final mantra and one that has stuck with me long 

after the event was probably his most poignant. I AM 

A LEADER, NOT A SAVIOR. Too many of us try to 

save our clients, many think that the funnel is the answer 

to our prayers. But it is not. We cannot save the people. 

They must save themselves. We can only lead them. For 

as a savior you are exalted. They praise your wisdom 

and bless your efforts, but when they don’t succeed 

because they don’t do the work you are then crucified. 

They blame you, draining your time and energy. Be a 

leader, not a savior. 

Following Garrett’s talk Russell brought up the cofounders, 

Dylan and Todd. They released all the new 

stuff that ClickFunnels can do and the list is long. They 

now have Fill Your Funnel and with sweet new features, 

like a dashboard and digital table rush, it is the best 

time to be a ClickFunnels user. They even created an 

amazing comic that showed them defeating the evil 

Lokipages and Confusionsoft as the Avengers. 

It was then time for our final lunch break before Tony 

Robbins closed the show. After a quick lunch it wasn’t 

long before the hall was filled with people. No one was 

going to be late to get in to see Tony Robbins. Like 

sardines, we pushed through the doors and flooded the 

ballroom. 

Russell introduced Tony Robbins and the hours flew by 

so fast. I didn’t feel like it was that long of a talk. As Tony 

says the norm for his events is 50 hours. He made those 

few hours count. 

He started his talk by sharing his background and some 

of the failures and successes of his life. From being 

banned from speaking in Canada, to being responsible 

for millions of dollars that he didn’t have. So when you 

feel down about your situation just remember that Tony 

Robbins has been there too. What he said was the key 

to being able to handle these situations and grow was 

the Threshold of Control. Once you have the ability to 

make it through a tough situation, when you experience 

it again it’s no big deal. You know how to handle the 

problem and it becomes less stressful. 

A big part of the stress comes from being an operator 

not an owner. “The choke hold on the growth of any 

business is always in the psychology or skill of the owner 

of the business.” Now Tony owns 12 companies, but is 

not personally involved in all of them. He meets with his 

team in one of the companies only three times a year. 

That is what owning not operating looks like. 

EDITION 2 


45

The first thing that Tony taught was the two master 

skills of life: 

1. The Science of Achievement 

2. The Art of Fulfillment 

To get his point across he brought up a slide of Robin 

Williams. He said, “Success without fulfillment is the 

ultimate failure. This man made everyone in the world 

happy but himself.” It was a wake up call. Achievement 

is nothing without Fulfillment. 

Tony also talked about business and how everyone has 

six needs: 

1. Certainty 

2. Uncertainty/Variety 

3. Significance 

4. Love/Connection 

5. Growth 

6. Contribution 

Everyone has to meet the first four needs as they relate 

to a physical need. But how each person fulfills that 

need and how much they need in order to feel fulfilled 

is different. 

He used Kaelin as an example. He held up her Louis 

Vuitton backpack and asked, “How much did you 

pay for this?” She said $2400. Then he asked for 

another backpack. Now this is where things 

got real fun. He asked for someone with 

a ClickFunnels backpack which 

of course they were just 

46 APRIL 2017 


giving away at the event. He looked to another person 

who also had a ClickFunnels event bag. He told them to 

sit down. Finally he found the perfect example. Arlene 

Battishill offered her bag. Tony asked her where she got 

it. “Walmart, because it was the cheapest.” Arlene goes 

through backpacks fairly often so she doesn’t invest 

much money in them. Here is the point: the person that 

invests lots of money in expensive things is looking for 

Significance. The person investing very little is looking 

for security/certainty. Tony highlighted that we all love 

our spouses and our kids. 

After each exercise that we did, Tony got the crowd to 

start clapping and the music and energy just heightened 

in seconds. The lights and the way that he managed the 

room, well, it’s why he is the master. 

Tony taught about the three keys to the Forces of 

Creation. 

1. Focus 

2. Massive Action 

3. Grace 

The first two you can control. The third is when 

everything comes together and the universe conspires 

to make everything work in harmony. But you cannot 

have grace without the first two keys. Focus is the power 

of absolute clarity and commitment. You know exactly 

what you are working towards with a strong confidence 

that can’t be shaken. Hint: his next book coming out is 

Unshakable. 

Massive Action is effective execution. Without effective 

execution you can take all the action you want but it 

won’t get you anywhere. If you do something and it 

doesn’t work then you try something else. This process is 

repeated over and over until you get it right. 

Tony also talked about the three things that cause 

suffering 

1. Loss 

2. Less 

3. Never 

The fear of loss, having less, or losing an opportunity 

are the drivers of suffering. And the key of moving out 

of suffering is gratitude. Tony had us place our hands 

on our hearts and to settle in there, getting out of our 

heads. He told us to think of three days that we could 

be grateful for. Mine were the day I graduated college 

(debt free), the day I met Hawk, and the day I married 

him. It was a powerful exercise and if you are feeling 

negative emotions I encourage you to think about the 

three days of your life that you are most grateful for. 

Many of our thoughts our not our own. So when we are

feeling our most stressful thoughts we are not the only 

ones. Tony had a few audience members share and 

asked the room who felt that way. 80% of the room 

raised their hands. He called it “The Mind.” Which is 

not our essence. He helped one person in the audience 

breakthrough that stressful mindset so that they 

could see the person they needed to be in order to be 

successful. The crowd cheered and celebrated. 

The thing that will set you free is to trade expectation 

for appreciation. What’s important to know about 

appreciation is the Law of Familiarity: If you are around 

anything long enough you take it a little for granted. 

Think about buying your brand new dream car, and then 

you get a scratch. You go about your day and you’re 

busy so you don’t get it fixed, and then there is another 

scratch. How angry are you about your beautiful new 

car getting scratched? And then someone puts a small 

dent in it. Some bird shits on it. Then another scratch. 

And now what was once your baby is just a car. 

It is important that you take care NOT to do that in 

your relationships. Tony gave the audience an exercise 

and I pose it to you as well. Write a letter to three 

people in your life about why you want to stop suffering 

and how they can call you on your shit. Tony offered 

to be one of those people and you can send those to 

endsufferingnow@tonyrobbins.com. He does read 

them though he may or may not respond due to how 

time consuming it can be. But know that he is listening. 

What I got out of Tony’s talk is that he practices the 

principles that were taught throughout the event. His 

story, his epiphany bridge, you get that he actually 

cares about every single person in the room. And man, 

he’s just so cool. I leave you with this: Tony said, “Get 

in your head and you’re dead.” Remember that each 

strategy shared is just that a strategy. Pick one nugget 

and work on that. When you have that mastered pick 

the next nugget. Until everything is implemented. 

Like I said, FHL 2017 was an event not to be missed. 

If you were not one of the 1500 in the room we are 

running a contest to get two tickets for FHL 2018! 

Go to MyFunnel.Link/FHL2018contest to 

enter now. 

Photo Credits: Kate Mikado 

EDITION 2 


47

STRATEGY 

Article by Hawk Mikado 

Photo by: Ken Rochon 

www.TheUmbrellaSyndicate.com 

Don’t Mistake My Hustle For My Shark 

’ve learned a lot over the years - by failing over and over. As a result, 

I I’ve built massive confidence and certainty in everything that I do. People 

sometimes mistake my hustle as me being a shark. One of the biggest things 

I discovered is that, because of what they’re experiencing in their own life 

and where they’re at in their own business, they “see my hustle as my shark”. 

Now I want to be very, very clear. Every single person has a whale; they have a 

huge heart. They have a cause they care about, and people they love. They 

also have a dolphin, so they like to have fun and create an environment where they 

can really enjoy their lifestyle. And they have a shark. Which means they get shit 

done and they are relentless at doing it. 

There’s a difference between a shark and a hustler. A hustler is somebody who 

takes their love, passion, fun, playfulness, and drive and combine it all together 

to create a massive shift in the world. They’re here to change people’s lives. They’re 

here to truly design a lifestyle for themselves, for their community, for their people. 

48 APRIL 2017 

FUNNEL MAGAZINE

A lot of people on the outside looking in interpret the 

hustle as, “You’re just here to take whatever you need,” 

and they fail to see the hustler’s high level of passion 

and confidence as a bona fide commitment to their 

community. They look at the hustle and they think, 

“You’re doing something that threatens me.” 

For instance, I give away free funnels all the time. I’ve 

gotten messages saying, “Hey, man. You giving away free 

funnels basically takes business away from me.” Well, you 

know what? I have the experience and understanding 

to recognize that if I give a funnel away for free, I get 

a name, phone number, and email in return which is 

way more valuable than a couple hundred bucks for 

something that really doesn’t take all that much time, 

money, or energy. 

On the flip side, you know that we like to have fun; that 

we go and take time off; that we are really just here to 

care and love and support people. Some people see 

that as a weakness. Some people see that as not being 

willing to charge what you’re worth. You’re not willing 

to do the things you need to do. “You know what? 

You need to be charging for that” or “you should 

be creating a product around that”, when it may 

not be something that I want to charge for. It may 

not be something that I feel needs to be charged for 

because what I charge for is my value. What most other 

people charge for are the products they create to deliver 

value. 

“The products are easy. The service, the 

transformation, the delivery, that’s what 

really changes people’s lives.” 

I can give away something that somebody just starting 

out would charge for. We give away funnels all the 

time. These are funnel templates, so not a fully done for 

you funnel. We give away the templates all the time. 

Somebody who’s just starting out would charge for that. 

People 

sometimes 

mistake my 

hustle as me 

being a 

shark. 

EDITION 2 


49

Being in a tank full of sharks it can 

feel like your business will be eaten 

alive. 

When you do business with 

dolphins that’s when the fun 

begins 

Hanging with the whale is when 

you are connecting with other 

businesses on a giving level 

While I completely understand and respect the need 

to earn an income by charging for the ability to deliver 

a template, what we find is that it’s not the funnel that 

costs the money. It’s not the funnel that requires someone 

to pay us, because the template itself - the sequence of 

pages, the funnel hacks - that’s the easy thing. That’s the 

simple part. It’s the thing that takes the most time, but it’s 

the thing that takes the least amount of effort. 

When you focus instead on delivering the transformation... 

transformation can come in an hour, when you prepare 

for the ten hours leading up to it. You can design a funnel 

and have it fully built out, but it’s the creativity and 

innovation that goes into it that’s the key. Everything that 

comes before and after the build. All of the little tweaks, 

the understanding, the psychology, the messaging, 

the passion, the love, the creativity, the innovation, the 

excellence, the transformation, the impact. That’s what 

makes your funnel good. That’s what makes your services 

good, your products good. It’s creating and designing 

something that truly transforms people’s lives. 

50 APRIL 2017 

FUNNEL MAGAZINE

When you focus on that, when you focus on creating 

and building your business around true transformation, 

true impact, then even when you are absolutely 100% 

focused on that and you’re not charging for the couple 

of things that lead up to it, you’re going to make a bigger 

impact. And bigger impact means bigger income. 

A tagline of mine, so to speak is:“Your income, 

positive or negative, in your bank account 

is directly related to the positive or negative 

impact you’re making on the world.” 

I’m seeing this happen more and more. The big 

companies that are making a negative impact on the 

world are losing market share. The big companies that 

are making a positive impact in the world are getting 

increased market share; which means increase in their 

bank accounts. Knowing and caring and focusing on 

making that impact is more important 100% of the 

time than focusing on the income. 

Of course, income is extremely important. We know 

that. You need to have income so you can support 

and love and care, because if you’re stressed about 

making money then you’re not going to be there for 

your community the way you should be. So make sure 

you are getting paid what you’re worth. 

We’re able to consistently and effortlessly grow 

our list, and consistently and effortlessly grow our 

income, because of the people that we’re impacting, 

the community that we’re building. They’re able to 

genuinely connect and recognize our expertise in the 

marketplace in a way that wouldn’t have been possible 

before. 

Also, they’re able to start to develop their own businesses, 

their own brands, their own level of engagement in the 

marketplace, and be seen as the experts that they are. 

Because we work with leaders. We work with experts 

who are here to transform people’s lives. People who 

are hustling. People who are leading. People who are 

creating massive shifts in the world. 

If somebody is not interested in being part of your 

world, then let them go. One of the most impactful 

messages that we heard at Funnel Hacking Live was 

from Garrett White. He shared that if you’re here on 

this planet to make an impact then don’t try to save 

customers, because trying to save them is not going to 

help you make the impact you want to make. People 

who need saving and people who want saving are not 

going to make the changes required of them because 

they expect you to make the changes in them. When 

you’re the one expected to make those changes in 

them, for them, they’ll never move the needle forward. 

They’ll never do what it takes to make the shifts and 

changes they need to make. 

“As you continue to develop and grow your 

company, you’re going to start to design 

your life and your business in a way that has 

a massive impact on the world.” 

More and more people will be eager to share your 

message because it’s part of their message. When 

you’re 100% certain in your values, when you know 

exactly what you’re here to do, when you know exactly 

why you’re here to do it, then and only then are you 

able to do it and make the shifts that you want to make. 

A lot of people get started and build a following, a 

funnel, and a business. But they don’t go on to take 

that following and help them through their journey - 

pushing, inviting, navigating. When you take someone 

by the hand and help them achieve a transformation, 

they’re going to see your hustle, and they’re going to 

respect it, and they’re going to love it. 

Don’t try to save people. Support the people who are 

here to make actual shifts in the world. That’s one of the 

biggest keys. I really want to hit that home. Stop trying 

to please everybody. 

Make sure that when you’re impacting people’s lives, 

that you’re doing it in a way that transforms their lives. 

Know that your hustle, your conviction, and your impact 

are geared toward creating those shifts. 

At that point you’re going to be able to grow your 

community. You’re going to be able to grow your 

income. You’re going to be able to truly get the respect 

you deserve and be seen as the expert that you are. 

You’re going to be able to have a company that’s 

growing consistently. You’re going to be able to have a 

community that recognizes the impact you’re making, 

and you’re going to be able to go and travel, have fun, 

and explore. 

Everybody has a shark in them but that doesn’t mean 

they have to be obnoxious or treat others like prey. You 

have that shark in you too. So be aware if/when your 

shark is showing up versus your hustle, because when 

you hustle you’re going to make more of an impact 

than when your shark is in control. Just know that when 

somebody else is using their shark, sometimes you’ve 

got to bite back. 

EDITION 2 


51

Direct Response Marketing 

vs. 

Content Marketing 

Article by Chad Lio 

Can they coexist together in your marketing 

strategy? 

Marketing is a very broad term. 

At one point in time, marketing characterized everything 

that a brand did to increase business. Whether it was 

passing out fliers, point pricing, distribution, or media 

production, it was all under the umbrella of marketing. 

As time, technology, and creativity progressed, 

marketing evolved to create subsets where someone 

could completely isolate themselves in one facet of 

marketing, thus making them the go-to resource for 

that part of the marketing department. 

Presently, there are at least five forms of marketing 

that seem to make the greatest impact on a business 

and where most marketers focus the majority of their 

time : Branding, Direct Response Marketing, Content 

Marketing, Traditional (TV, Radio, Print), and Digital. 

52 APRIL 2017 


Most recently, the two main forms of marketing that 

are most talked about are Direct Response Marketing 

(DRM) and Content Marketing. While they share the 

same goal of customer acquisition, the strategy behind 

that acquisition varies quite a bit. 

Both DRM and Content Marketing are fascinating and 

robust, but can they coexist as a marketing strategy for 

a business? 

To answer this question, let’s first break them down to 

define the differences between them. 

Direct Response Marketing 

Definition per Techopedia: Direct response marketing 

is a type of marketing that elicits a specific, measured 

response resulting from a consumer’s direct response to 

a marketer. Direct response marketing facilitates the 

delivery of a call to action and outcome via direct online 

interaction for immediate feedback and response. 1 

While this definition is accurate for present times, DRM 

has existed long before the age of the Internet and 

online marketing. 

Made famous by Lester Wunderman, David Ogilvy 

and Claude Hopkins, DRM consisted of a combination

of traditional marketing, direct mail, and precise 

copywriting to create an offer so enticing that only a 

lunatic would pass it up. 

As the Internet came along, direct response marketing 

took a backseat to the many new verticals that appealed 

to online marketing such as display advertising, search 

engine marketing, social media marketing, and email 

marketing. 

While many believed that direct response marketing 

was dead, individuals like Dan Kennedy and now 

Russell Brunson have breathed life back into that 

vertical asserting that DRM was never dead, it 

just commands a different environment today (the 

Internet). 

“The difference in direct marketing today vs 20 years 

ago is attention span. Almost 20 years ago, the 

average attention span of a consumer was upwards 

of 20 seconds, and nowadays, it’s less than 6.” -Russell 

Brunson 

Direct response marketing is one of the purest 

generators of revenue and can have a dramatic 

impact on your marketing strategy. 

Content Marketing 

Definition per Content Marketing Institute: Content 

marketing is a strategic marketing approach focused 

on creating and distributing valuable, relevant, and 

consistent content to attract and retain a clearlydefined 

audience — and, ultimately, to drive profitable 

customer action. 2 

Content marketing is nothing new but has exploded 

over the last four years thanks to Joe “The Godfather 

of Content Marketing” Pulizzi. With the definition of 

content marketing stating that it’s a strategic approach 

to creating and distributing valuable, relevant, and 

consistent content, you can see why it’s so appealing 

to online marketing channels. 

Many business owners are still operating under the 

“Field of Dreams” scenario: “If you build it, they will 

come.” This is simply not the case in today’s age. 

With more content being created than ever, the 

supply far exceeds the demand. Channels like email 

marketing, search engines, and social media are 

perfect outlets to disperse curated and custom content 

to help pull in potential customers or to retain existing 

customers. 

Content marketing is a long-term strategy. Reaching 

out to potential customers with valuable and/or 

entertaining content takes patience, organization, and 

a well-defined analytics approach to contribute to the 

bottom line. 

As mentioned earlier, a consumer’s attention span is 

no more than 6 seconds online. A “perfect scenario” 

for a content marketing strategy might look like the 

following: 

A user Googles a specific question. The search results 

lead them to an informative piece of content created by 

a company and which supplies them with their answer. 

The user realizes the company also sells the product 

related to the question. The user then purchases from 

that company. 

Unfortunately, this scenario is unrealistic. More often 

than not, a consumer will access the content, but then 

resume researching from additional sources, and may 

return later from another online channel. 

“A good content marketer can empathize with their 

audience and can therefore understand what topics 

they should create content on, what tone of voice to 

use, and what channels to promote the content in.” - 

Rand Fishkin, Moz 

So how does DRM and Content Marketing Differ? 

All in all, the biggest differences between DRM and 

Content Marketing are time and initiative. 

With a DRM approach, you’re investing in customer 

research, copywriting, advertising, and product to get 

an immediate response (in this case a lead or a sale). 

You must invest heavily in analytics to determine what 

type of ad or offer performs better, and continuously 

test to drive the best cost per lead or cost per acquisition 

in order to maximize profits. 

With a Content Marketing approach, you’re investing 

heavily in customer research, content creation and 

distribution, and analytics to eventually convert a 

prospect into a paying customer. It involves multiple 

efforts to provide valuable content that nurtures the 

prospect through the sales funnel. 

DRM consists of getting a potential customer to 

purchase right then and there based on the value of 

the offer, whereas content marketing is a long-term 

strategy to provide meaningful content in various 

channels to turn a fan into a customer. 

EDITION 2 


53

Can DRM and Content Marketing Coexist For Your Business? 

While it depends in part on the amount of resources, budget, and buy-in from business leaders, a typical 

marketing strategy would either encompass one or the other, but not both. 

Does this mean they cannot work together? Absolutely not. 

There are numerous variables to determine whether DRM or Content Marketing are right for your business, and 

in all transparency, you’re going to need both. 

If you have a product or solution that costs a significant amount of money, or which caters more to a business 

than to a consumer, then you’re going to need a long-term strategy that invests in educating the client on how it 

benefits them or their business. Once you’ve properly proven value through your content marketing funnel, you 

can then utilize DRM for the actual sales segment of your funnel. 

If your product is directed toward consumers and it’s a high-priced item, you would start off with DRM to 

encourage a smaller-sized purchase. In the words of Dan Kennedy, “A buyer is a buyer is a buyer”. Once the 

customer has made a purchase, they are much more inclined to purchase from you again. Ergo, you’ll need a 

content marketing strategy to consistently keep your brand or business top of mind to purchase again. 

Whether it’s a first time purchase, an upsell, or retaining a customer for life, Direct Response Marketing and 

Content Marketing can work symbiotically to turn a prospect into a customer and maximize profits for your 

business. 

https://www.techopedia.com/definition/26411/direct-response-marketing 

http://contentmarketinginstitute.com/what-is-content-marketing/ 

54 APRIL 2017 

FUNNEL MAGAZINE

SOCIAL 

Funnel bots are the way of the 

future. They are truly designed for 

you to create an experience for 

your customers, your clients, your 

prospects and people that need 

to learn and understand about 

what you offer as a company. The 

power of funnel bots is absolutely 

going to be a game-changer in the 

marketing world. If you don’t already 

have a bot set up with your funnel, 

and set up with your Messenger on 

Facebook, or on Twitter, or on any 

of the other platforms that you use 

to communicate with your prospects 

and your clients, then you need to 

get one right now. 

Because the fact of the matter is 

that when you use a funnel bot, 

you’re going to be able to do a few 

key things that you can’t do with any 

other platform. First of all, you can 

automate the customer experience. 

You can automate the buying 

experience. You can automate the 

free opt-in gift experience. You can 

automate your customer service 

experience. 

You can also use it to send out mass 

reminders just like you would with 

email marketing, except for the fact 

that you can get a 80 to 90 percent 

conversion rate consistently. The 

lowest we’ve really seen a conversion 

rate on a funnel bot, or an open rate 

on a funnel bot is about 70 percent. 

And the highest so far has been 

about 96 percent. 

And that is one of the biggest things 

for you to understand. If you can use 

a funnel bot to generate business, 

you can drive traffic to your funnel 

bot. You can create a customized 

buying experience where you’re 

bringing them through a specific 

customer buying journey, then and 

only then, will you have it absolutely 

rock solid to where your customers 

are experiencing something that 

they would never have experienced 

before. 

Using funnel bots allows you to 

truly create and automate that 

experience for them. It gives them 

an opportunity to learn with you, 

to get to understand your business, 

to really create and design their 

own experience with your company. 

And the benefit of that to you is 

that now you get to understand 

and learn what your customers are 

actually saying in real time. Because 

unfortunately, with email, there’s 

not a lot that you can do to get that 

response. 

We sent out an email to over 2,000 

people, and we sent the same 

message to about 300 people on 

a messenger bot, the exact same 

message. The difference was the 

messenger bot, we got about 40 

responses. It was a request. It was 

an ask survey. We asked them to 

respond with a quick email back. 

We got about 40 responses on the 

messenger bot from 300 people. 

And we got about 10 from the email 

being sent out to 2,000 people. 

56 APRIL 2017 

FUNNEL MAGAZINE

MEDIA 

The power in that for your company 

is absolutely a game-changer. My 

recommendation is to get rid of 

email marketing. Now, of course, 

email is still something that’s really 

important. You don’t want to stop 

using email, because email gives 

you the ability to access a lot of data 

that is connected to their emails. You 

can use it for Facebook re-targeting. 

You can use it for sending emails of 

course, if you want to to get them 

in. Because you do want to connect 

with them in multiple avenues. 

But the biggest thing is when you 

already have an email, then you’re 

getting some powerful data from 

that, but you’re going to get more 

engagement. You’re going to get 

more insights. You’re going to get a 

more powerful connection with your 

prospects and your clients by using 

the messenger bot. 

Some of the things that you can 

automate with your messenger bot 

are downloads. You can give them 

options to download. You can also 

use it to segment your lists. So, if 

somebody’s interested in one thing 

but not another, you can segment 

that. 

There’s a travel company that uses 

it and says, “So, are you going to 

the U.S., or do you want to go to 

New Zealand?” And they can bring 

you through the buying experience. 

Are you going there for business, or 

are you going there for pleasure? 

And the powerful thing about 

that is, now that they are catering 

that experience to their customers, 

they’re able to design specific offers 

to them. 

They’re able to then send them 

messages saying, “Hey, we know 

that you’re looking for x. Would 

you be interested in y?” Versus, “We 

know that you’re going to travel to 

the U.S. for business, but we wanted 

to send you something that has 

nothing to do with business.” And 

not to say that they won’t accept it, 

but it’s not going to be as effective 

as if you’d sent them content, or 

you’d sent them an offer that was 

directly related to the actions that 

they’d taken previously. 

So the key insight here is set up your 

funnel bot to automate, to segment 

and to truly add massive value 

to your prospects by giving them 

an experience that is engaging, is 

responsive, and understand that 

this is a learning process. So, when 

you’re first building these out, don’t 

be afraid to put some cool, quirky 

things into your funnel bot that will 

allow your customers to experience 

you. You can use it to run events. 

You can use it to get engagements. 

You can use it to sell products. You 

can use it to deliver opt-in gifts. You 

can use it for just about anything 

that you want. 

EDITION 2 


57

If a 15 year old can do it... 

So Can You! 

// Kate Mikado Caleb Maddix isn’t your average 15-year-old. He has been speaking on stages since he was 8 

years old, and has had a phone in his hand since he was just a toddler. This kid means business. 

And he is looking to build his empire. 

Caleb Maddix is the son of speaker Matt Maddix who is a firecracker in his own right. It’s 

obvious that the reason Caleb is so successful is because of his upbringing. Having participated 

in over 50 mission trips, giving is at the core of Maddix Family Values. 

And that’s just the start. This year Caleb will likely achieve the million dollar mark in business 

before the end of summer. Not many adult business owners can claim that milestone. 

I ran into Caleb at an event called the Ultimate Stage Experience in San Diego. He stood out 

from the crowd. Not because he was 14 at the time. No, it was because he was such a seasoned 

speaker that he had us in the palm of his hand a la Tony Robbins. His mastery is a spectacle 

to behold. 

APRIL 2017 * FUNNEL MAGAZINE 

58

And the best part? During the Q&A session he had people who had been in business longer than 

he’s been alive asking him for advice. On his expertise of social media, of course. 

Caleb has a great sense of humor and always opens his talk with a joke that he is going to teach 

the audience about marriage. He gets it. He knows that it’s important to teach what you know and 

his authenticity is a breath of fresh air. 

Experts in the field see his star power and know what’s coming. Caleb has now joined forces with 

Gary Vee, Grant Cardone, Kevin Harrington, and Anthony Sullivan just to name a few. 

His secret for getting meetings? “What would it take to meet me or Starbucks?” Or “what would 

stop you from meeting me for Starbucks?” The key is delivery and Caleb is a master. I don’t think 

anyone has turned him down yet. 

What is special about Caleb is that he is looking to change the lives of kids. That’s where his business 

started, being a positive influence to kids everywhere. Now he is launching his new Maddix Book 

Club. He is also changing the face of webinars -- calling them game shows since that appeals 

more to his target audience. 

Caleb’s resume is impressive to say the least. He has written three books: Keys to Success for Kids 

2.0, How to Have It All, and Secrets to Successful Family Communication, and more are on the 

way. 

59 EDITION 2 FUNNELMAGAZINE.COM

Caleb has been featured in 

Forbes, Inc., The Huffington Post, 

Entrepreneur Magazine, and many 

more. His speaker sheet is impressive 

too. Looking at the people he has 

shared the stage with, along with 

his speaking reel, it’s hard to find a 

reason why you wouldn’t have him 

on your stage. 

[Caleb’s Speaking Landing Page] 

“But it all started from me having a 

passion and meeting people who 

didn’t. I wanted to help share the 

passion I had with them.” 

And people have connected to 

that message. Caleb now has over 

180,000 followers on Facebook, 

45,000 followers on Instagram, and 

10,000 subscribers on YouTube. He 

has also had viral videos with over 3 

million views. 

“No one has to push me because 

my passion pulls me.” 

A typical day for Caleb starts with 

getting up before 5:00am to hit the 

gym with his dad. Then he shoots 

some videos for his YouTube channel 


and for promotions, then he hops on 

the phone to make sales calls. 

“Yes, sir. I agree with you 100%. 

I really do. $10,0000 is a lot of 

money. I agree on that. Let me ask 

you a question. If right now your wife 

went up to you and said ‘if you hand 

Caleb a $10,000 check he’ll hand 

you a $100,000 check,’ would you 

end up doing this deal? Of course 

you would. It’s a no brainer, right? 

But that’s the thing though. I’m 

doing that for you. That’s the ROI 

of this deal. 

“I appreciate your transparency 

on that really. You know a lot of 

people just block me. I appreciate 

you saying that you know that’s 

a great question. Why would you 

pay a 14-year-old $10,000? No, 

you know what, you’re right. You 

probably shouldn’t pay me ten 

grand; I’m only 14. But I actually 

have a friend who I think could do 

a better job than me. He can come 

down and speak for you. He actually 

just did an interview in Entrepreneur 

magazine He also did an interview 

60 

in Forbes, he did an interview in the 

Huffington Post, he did an interview 

on national television, he just spoke 

with Gary Vaynerchuk... you know 

he’s speaking with Darren Hardy, 

Grant Cardone, Brian Tracy, the 

governor of Tennessee is gonna 

have him do a five day tour and 

speak to over a hundred thousand 

people. He’s also speaking to Keller 

Williams. He’s had two videos 

already hit a million views. He also 

owns a six-figure a year company 

and has written a best-selling book. 

Would you be interested in having 

him come out?

“Yeah, well, guess what? That’s 

me! I just described me right there. 

Yeah, I’m 14 years old but that’s 

what I’ve done. You can say i don’t 

have experience but I have had 

one-on-one conversations with Gary 

Vaynerchuk, with Grant Cardone, 

with the best of the best, and that’s 

what I’m going to be delivering to 

your team. 

“Yeah, I’m persistent? Listen man I 

gotta be persistent. This is what, our 

7th or 8th call, man? We’re gonna 

make this happen or I wouldn’t keep 

calling you if I didn’t want to do 

this. Listen I’m not trying to sell you, 

I’m trying to serve you here. I want 

to help you. I want to grow your 

business, I really do. Let’s make this 

happen, man. 

“There we go! That’s what I’ve been 

waiting to hear. Okay, listen, so as 

soon as we hang up I’m going to 

send you an email. We’re gonna get 

this wire transfer. I’m gonna get you 

all the information you need for the 

wire transfer, you’re going to send 

me the 10K, and then after I get the 

10K I’m gonna start to promote this 

thing. We’re going to crush it.” 

He made $10,000. Then it’s off to 

a meeting and more interviews. He 

stayed up until 1:00am after having 

started his day at 4:45am. He said 

that he wanted to sleep, but more 

than that he wanted to make the 

million. 

“It’s because I love the game.” 

He once sold a regular water bottle 

for $5 with the intended investment 

return for the purchaser of $500 

because he’d signed it. I wouldn’t be 

surprised if it was worth more than 

that someday. 

Caleb broke down how he shoots his 

videos. Part of why he is so successful 

is that he keeps it simple. He shoots 

the video on his iPhone and will 

sometimes even just edit it in iMovie 

on his iPhone and then post it. One 

40-second video that he shot had 

over 50,000 shares and booked 

him several speaking gigs valued at 

over $50,000. 

“Keep it super simple.” 

Caleb has five steps for doing video 

on Facebook 

Shoot a video that’s under 2 

minutes long 

Find moving music (make sure it’s 

not copyrighted) 

Put subtitles on the video 

Upload it to Facebook with a 

catchy title 

Watch the video blow up 

A big key to Caleb’s ability to stay 

in peak performance mode is his 

morning routine. 

First he makes his bed. For more 

on the value of just this one habit 

check out Admiral McRaven’s 

keynote https://www.youtube.com/ 

watch?v=pxBQLFLei70 - 4:45am 

He gets dressed (in the clothes 

he put out the night before) and 

brushes his teeth. Then he hydrates 

his body. We get super dehydrated 

during the night so it’s important to 

rehydrate first thing in the morning. 

- 4:50am 

By about 5:00am, Caleb goes for 

a jog then he and Matt hit the gym. 

Sometimes it’s shooting hoops with 

his dad or lifting weights or doing sit 

ups. After about an hour of working 

out and playing basketball they 

head to the sauna - 6:45am 

At 8:00am they shoot their show 

Morning with Maddix. Once he’s 

done shooting his show, he writes in 

his gratitude document five things 

he is grateful for and five people he 

is grateful for. - 8:10am 

Caleb sits down for a nutritious 

breakfast full of organic ingredients 

at 8:20am made by Matt. 

At 8:50am Caleb does his 

affirmations, filled with power and 

confidence. “I am the happiest 

human being alive. I do not 

complain. I am completely grateful. 

I am the most happy human being 

on this planet. When people meet 

me they are overwhelmed with my 

positivity. I am the happiest human 

being alive.” 

If you haven’t figured it out yet, 

this kid is going to be the next Tony 

Robbins. 

Once Caleb has finished his 

affirmations he meditates. - 

9:00am 

Then he meets with one of his 

business partners at 9:15am. It’s a 

quick 15 minute check-in and then 

Caleb reads at 9:30am. 

Caleb starts his workday at 10am 

after a half hour of reading. He 

tries to end his workday around 

7:00pm... and that’s when he does 

his evening routine. 

This is what Caleb does every 

morning at his home in Florida, 

and he tries to maintain that routine 

when travelling on the road as well. 

I sat down with Caleb for an 

Exclusive Interview with Funnel 

Magazine. 

Kate: It’s a pleasure to have you 

here, Caleb, and I know you’re 

a busy guy so let’s go ahead and 

jump right in. So I know you’re 14 

and you’re already doing funnels, 

but what was your very first funnel? 

Caleb: First funnel? Man, I’m going 

to have to think back at that. I’ve 

been doing funnels for a while now. 

I think one of the very first funnels 

I did actually... So what happened 

is, we had a business partner, and 

he said, “Here, I’ll tell you how we’re 

going to make millions.” I said, 

“Okay.” You know, you hear that 

all the time in business. Someone 

always has an idea, right? 


So he said, “This book right here,” 

and he handed me DotComSecrets. 

So I literally just started reading; I 

read the entire book. Now I’ve 

read it probably 10 times, and it 

taught me about funnels and about 

ClickFunnels and all that stuff. So, 

I think my first ever funnel was just 

me like literally setting it up for one 

of my products, and it probably was 

awful. It definitely wasn’t converting 

at all, probably like a good 3% 

conversion rate so it wasn’t too bad. 

[laughs] 

That’s kind of the first encounter 

as far as DotComSecrets. Then 

I learned ClickFunnels and I just 

started making funnels for random 

things; started making pages. Like 

I created a website for myself and 

did all this different stuff. And long 

story short, now I’m doing a bunch 

of different funnels, I’m part of 

attraction of adsense and funnels. 

And now we’ve got it down to a 

science. But I started off with just 

random funnels, I guess. Random 

stuff. 

Kate: You started off like most of 

us do, I think. We’re like, “Oh, this 

is kind of cool.” We’re just messing 

around. So how would you sell or 

persuade people with little or no 

knowledge of funnels that they need 

to use funnels? 

Caleb: I think it’s in the numbers. I 

think, when you just look at--- As far 

as me, when you’ve seen something 

you believe it, right? And I’ve seen 

so many with my clients; I’ve seen 

it in my own life. A business without 

funnels is going to perform worse 

than a business with funnels, for 

sure. 

So I think it’s just in the numbers. 

I think that’s the main way I’d 

persuade them, is just literally 

sharing, “Hey, listen. I had a bunch of 

followers before. Now, after funnels, 

I have hundreds of thousands of 


dollars that I’ve made because of it.” 

So that’s kind of what I would say. 

The proof’s in the pudding. Then I 

went from making maybe ten grand 

off of my book, to actually really 

marketing my business, and just at 

15 making hundreds of thousands of 

dollars. 

Kate: And it’s so true to you. We 

talk about -- and we’ll get to this a 

little bit later -- but when you have 

these people who have already built 

their list, and they have 5,000 or 

10,000 people and then they build 

the funnel, they can make those 

numbers overnight. And I think it’s 

fascinating that you can do it, but 

obviously the funnel has to be there 

as well. 

Caleb: For sure. 

Kate: I know we met a few 

months ago at the Ultimate Stage 

Experience, and you shared some 

key insights on social media. I 

remember there were 40-year-olds 

in the audience just hanging on your 

every word. Can you share with our 

readers some of those key insights to 

build engagement? 

Caleb: Yeah, I think what it comes 

down to is actually putting out 

good content. I think that’s the first 

thing. A lot of people they just... I 

mean they’re all over the place, I 

guess is what you’d say. One day, 

they’re talking about health. Next 

day they’re talking about making 

money. Next day they’re talking 

about this. So they’re everywhere. 

And I think it’s first about finding 

what your niche is, finding your 

content; getting down and making 

it actually good, like actually having 

experience with it. Way too many 

people are money coaches and 

they’re broke right now. And I don’t 

think that’s cool. I would say, first 

get resolved, get your content down, 

actually have good content. Then 

it’s about consistency. 

62 

When you have to stay consistent 

-- Honestly like you heard this story 

obviously. I used to have no followers 

on social media. I’ve been posting 

forever. For years, I’ve been putting 

out videos, and they weren’t going 

viral; they weren’t working. And next 

thing you know, one day, it started 

to work, and it started to take off 

from there; but that was because I 

was super, super, super consistent. 

I had ten viewers, I didn’t care, I’d 

still post a video. And look where I 

am today. Now I post a video, like 

I just did the other day, I posted 

a video, it has five million views. I 

didn’t start off that way. So it’s about 

consistency, patience, and also 

really comes down to connecting 

with your audience. 

A lot of people, they have their 

audiences and they take them for 

granted. My first 300 followers 

on social media, literally every 

single one of them got a message 

from me; every one of them. And 

I messaged them and said, “Hey, 

thanks for following me on social 

media. I appreciate it. If I can ever 

do anything for you, let me know.” 

And some of those people are still 

my biggest fans to this day. So I 

think way too many people take 

their followers for granted. And 

honestly, if you have someone 

comment on your video and you 

don’t have millions of followers, then 

they deserve you to respond. They 

deserve your acknowledgement. 

They at least deserve you to read 

their stuff. So, I’m saying it comes 

down to content, consistency, and 

connecting. Those are the three 

pillars, I would say, of social media. 

Kate: That’s awesome. I love 

when I jump on and you and your 

dad would tag-team on these 

Facebook Lives, and I’m watching 

in there. There are hundreds of 

people watching you on Facebook

Live. How do you get to that point 

where you can just hop on and the 

viewership is kind of there? I know 

you had one show where you were 

doing it like a TV show, like you’re 

going back to old-school media, 

which is awesome. How do you do 

that? I jump on and I’m lucky if I 

see four people show up. So where 

is that kind of transition, from four 

people to 400 people, and your 

Facebook Lives are filled up? 

Caleb: I honestly think it’s a lot of 

patience. I mean, that’s just the 

truth. When it comes down to it, 

we have so many people say they 

want it, but they don’t actually want 

it. The way I know that is because 

they’re like, “Oh, I only have four 

followers!” Like “What?” 

Honestly, so many people have 

quit a week before they were about 

to have their viral video; a week 

before they were about to make 

a connection to Ellen; they were 

going to get the Ellen show but they 

quit just before it. So I would say, 

definitely, it’s just staying patient 

and understanding. 

Like even now, to this day, I have a 

good buddy, Jake Paul. I’m actually 

hanging out with him next week. 

We’ve been texting back and forth. 

The dude has tens of millions of 

followers on social media. He goes 

live on Instagram and he has like 

16,000 people watching him at one 

time. I said to him, “Bro, how did you 

get to that level?” But the truth is, he 

literally just stayed consistent. 

Same as you look at me, “How do you 

have a hundred?”. Same way I look 

at him, “How do you have 16,000 

on?” It’s just consistency and staying 

so patient and understanding. If you 

don’t have 10,000 followers to start 

off, great, welcome to the rational 

world. Every social media account 

started with zero followers. 


Kate: I love that. So, who is your 

role model and why? I know you 

spend a lot of time with your dad, I 

know he’s a big part of your life and 

I would love for you to share on that, 

but do you have any other mentors 

and coaches? 

Caleb: Okay. So especially since 

it’s Funnel Magazine, I think I have 

to say Russell Brunson. He’s been 

so kind to me. Even just yesterday 

we did a FaceTime and then we 

did a Facebook Live together. He’s 

exposed me to his audience, but 

more importantly, he had me come 

up to Boise for a couple of days. 

He taught me everything about 

webinars and setting up funnels and 

Facebook Ads. 

We hung out with his entire team 

and they just broke it down. And 

honestly, he’s been such a big 

help; not only from up close, but 

from afar. Just watching his videos, 

listening to his podcasts, Marketing 

in Your Car, reading his books. He 

actually just showed me yesterday 

before Nashville City, he showed me 

his new book and it’s unbelievable. 

He’s been super huge, especially 

business-wise, but also for life. 

Because I’ve hung out with a lot 

of really successful people, and 

honestly, they’re worth $10 million, 

or worth $100 million, but they’re not 

someone I want to become because 

of their values with their family, 

their values with their relationships. 

Russell has such a good relationship 

with his kids, with his wife. He’s super 

respectful and I think he’s made a 

huge impact on my success, outside 

of my dad, obviously. 

Kate: Yeah, I definitely think we can 

put Russell in the Unicorn category. 

He’s just such a good person and 

I’m so glad he’s in the industry and 

really cutting through the noise of, 

“Oh, you can do this on Internet 

Marketing.” It’s a complete scam. I 

64 

think Russell is one of the few that 

will actually come on and say, like, 

some stuff didn’t actually work. 

Caleb: Yeah. 

Kate: And I mean, yeah, you have 

to put your own work into it, just 

like with anything, but there’s a lot 

less of this kind of BS with him; and 

that’s what I really appreciate, is 

that he’s a good person. So I totally 

understand where you’re coming 

from. 

Caleb: For sure. And obviously, no 

matter how good people’s teachings 

are, there’s no one that’s going to 

make you help $1 million your first 

week doing this and that. But he 

definitely has strategies that if you 

put it into work you’re going to get 

results for sure. 

Kate: Yeah. So, Darren Hardy talks 

about passion as being excited 

about what you do, why you do it, 

how you do it, or who you do it for. 

Does your passion come from what, 

why, or how, or who? 

Caleb: That’s a really good 

question, I like it. I think mine comes 

from “Why.” And I think most people 

I’ve met that is where it comes from 

as well. The definition of motivation 

is the reason for doing something, 

so “Why you do something”. So I 

think what keeps me motivated is 

my “Why” and that’s impact and 

income. 

As far as the income goes, I don’t 

want to be 20 years old and looking 

for a job. I want to be 20 years 

old and be providing thousands 

of jobs. That’s the mindset I have. 

I’m definitely motivated by money, 

that’s one of my “Whys”, and then 

also impact. That’s the biggest. 

Like honestly, yesterday, I sent out 

this thing on my Snapchat saying 

“Email me stories if I’ve inspired 

you before,” because I can put

these guys on this game show, 

which is like a webinar. So I was 

getting testimonials and stuff, 

and something like 100 people 

messaged me. And that’s one of the 

coolest things for me to see, is just 

the impact that I’m making. 

Honestly, that’s the number one 

thing that continues to fill me. It’s 

the kids that watch me every single 

day. It’s the kids that get home 

from school, and they’re depressed 

but they know that Caleb’s about 

to post a video. That’s what keeps 

me consistent. It keeps me going -- 

impact and income. 

Kate: Yeah, I know you mentioned 

a really powerful story at the event 

we met at. Can you go ahead and 

share that, because I think it’s so 

powerful to know how you started, 

right? I believe it happened to you 

fairly early on in your career. 

Caleb: Yeah, for sure. To be specific, 

what story? 

Kate: The one where the kid was 

really depressed and you actually 

ended up saving his life, and 

the mom. And you got now this 

negative feedback. So it’s almost 

like, what do you do when naysayers 

are ragging on you, and why do 

you keep posting; and that kind of 

resilience piece, I think, is important. 

Caleb: Yeah, definitely. To clarify, 

this isn’t a podcast-type thing. No 

one’s going to hear the audio. You’re 

going to transcribe it, right? 

Kate: Yeah. 

Caleb: Okay, cool. Because I’m 

talking more… just normal, so you 

guys can transcribe. Yeah, as far 

as that goes, I’ve always been 

into posting controversial videos. 

I’ve always known that the more 

controversial the video is, the more 

it’s going to blow up. And one day, I 

had this idea to do a video basically 

about why you’re poor. Like literally 

that was basically the whole video. 

And I thought it was super 

controversial. I knew that I would get 

so much hate. I knew that I would 

get so many critics. And I was very 

like, “Oh, should I post it?” It kind 

of leaves a bad taste in someone’s 

mouth when a kid says, “Here’s why 

you’re poor.” But “You know what? 

I’m just going to do it.” 

So I uploaded out the video. I 

was super nervous. I knew that I 

was going to get criticism and I 

uploaded the video. And within like 

six hours, the video had 200,000 

views or something like that, and 

today it has five to ten million views. 

I haven’t even looked at it in awhile, 

but the video just blew up. 

So, once I have a viral video, I 

always like to go in and look at 

my messages. So what I did is I 

scoped out my messages. I was 

seeing everyone’s feedback, and 

literally 20 messages straight was 

all criticism. It was all people saying, 

“You don’t know what you’re talking 

about.” “You don’t know what you’re 

doing.” “Stop making videos.” Yeah, 

yeah, yeah, I got it. 

Then I get to this one message 

from someone, and they basically 

said, “Caleb, your videos are so 

dumb. The world would be better 

off if you just committed suicide.” 

It’s literally what they told me. And 

I remember as I read that, I just 

got so discouraged. So I talked to 

myself, “Man, if somebody hates my 

videos so much that they say ‘You 

should commit suicide,’ I’m doing 

something wrong. But I’m just going 

to do one more message, and then 

I’m going to chill.” 

So I scrolled through one more 

message. Next message I read was 

from a mother, and the message 

kind of went like this: “Caleb, I want 

to say thank you, because I have 

my son and he used to be super 

depressed. He used to be super 

down. He talked about literally 

committing suicide; he had the 

worst grades in his class, he has no 

direction, and he’s suicidal.” She 

was super… like she knocked it out. 

Man, it seemed like he was in a bad 

situation. 

Then she said, “You just posted a 

video, ‘Why you’re poor’ and my 

son’s been watching all of your 

videos. Now that he’s seen your 

videos, he’s told me that he’s more 

motivated, he’s more inspired, he 

wants to start watching you every 

single day.” And then she said -- 

this is where the kicker came in -- 

she said, “I want to say thank you, 

because now my son is not going 

to commit suicide.” Then she said, 

“Because of you, not only is my son 

not dead, but he’s finally alive.” 

In that moment, I realized, “Man, 

I got super discouraged over 

someone telling me that I should 

commit suicide, but if I would’ve 

stopped uploading, if I would’ve 

stopped putting out videos, because 

there’s one idiot who says ‘I should 

commit suicide,’ then that kid would 

have committed suicide.” 

And that just showed me that you 

can never let haters get in the way 

of your impact. You can never 

let haters get in the way of the 

difference that you’re making, and 

the content that you’re putting out, 

and maybe the funnel that you’re 

creating. You can’t let Aunt Sally or 

some random Facebook comment 

get to you, because you never know 

the difference that you can make 

in someone’s life, in a good or bad 

way. So that’s kind of the story and 

the gist of it. That really made a 

huge difference in my life as far as 

the stuff that I’m posting and the 

message I’m producing. 

Kate: I think you brought up a 

really good point that I think a lot 


of people miss. You posted knowing 

you were going to get criticism. I 

think a lot of people don’t think 

about that. They’re just like, “Oh, I’m 

so passionate about it. Everybody’s 

going to love me. Everybody’s going 

to love this.” I think you’re smart, 

and I think that’s a really important 

message to bring out.Don’t expect 

everybody to love what you’re 

doing. Expect some criticism. I just 

love that you shared that, and as 

you say, don’t let it get to you, and 

know that it’s going to be there, but 

don’t stop just because it’s there. 

Caleb: Yeah, the quote that I would 

say is, “80% of people are going 

to hate you, but the other 20% are 

going to make you rich, famous, 

and happy.” And that’s kind of what 

I live by. 

Kate: Awesome. So, to follow up 

on that, when you’re doing a big 

launch -- I know you and your dad 

do lots of books and that kind of 

thing -- what keeps you going when 

it’s those long hours and you’re just 

pushing everyday. As you say -- 

when you’re working your face off 

-- what keeps you going? 

Caleb: I think it comes back to 

what I said with the impact and 

income, but it’s also just the fact 

that I’m literally obsessed with what 

I do. I mean, Steve Jobs and Steve 

Wozniak, when they were building 

the Apple, they went four days 

without sleep because of it; but the 

reason why they went without sleep 

is because they literally forgot to. 

They were so focused on creating 

their product that they just forgot 

that a human is supposed to sleep. 

And I think it’s that obsession. I’ve 

hung out with a lot of really powerful 

people. I’ve hung out with billionaires. 

I’ve hung out with millionaires. I’ve 

hung out with people that have 100 

million followers on social media. 

Hung out with some of the coolest 


people in Canon. I realized the 

number one key to everyone’s success 

is obsession. They’re obsessed with 

posting on social media, if they have 

a lot of followers. They’re obsessed 

with making money and growing 

their business, and their mission is 

they have a lot of money. I think 

that’s what it comes back to. It’s the 

obsession with my craft and wanting 

to do the greatest at what I do. 

Kate: That’s awesome. And I 

definitely think that ties back to 

what Napoleon Hill shared which is 

that it’s this deep desire and clarity 

about what you’re doing and what 

you want to achieve. I definitely think 

there’s something to that. So, what 

advice would you give someone 

looking to inspire their team? You’re 

a very inspirational guy, so what 

advice would you give? 

Caleb: To inspire their team? So 

that’s been actually a huge problem 

at Team Maddix lately, is building 

our team. We’ve had people come 

from Australia, we’ve got people 

from New York City, and they’re 

coming on our team now and 

[inaudible] moving the team to 

something that’ll last a little bit. 

And what I’ve realized is that, the 

number one way to keep your team 

inspired is that they know that you 

have their best interests at heart; 

when they know that you’re trying 

to help them with their long-term 

goal. The one thing we do at Team 

Maddix, is every single person we 

have, we ask them, “What is your 

long-term goal? Where do you 

see yourself in 10 years?” And then 

any connections, or any people, or 

anything that we can introduce we 

do. 

Even if it maybe means that it’s 

a bad move for us, or we maybe 

don’t benefit as much when we 

make this connection, we still do it, 

because we know that if our team 

66 

understands that we 100% believe 

in them, believe in their future, and 

we’re not just in it to get the most out 

of their craft, but we’re in to get the 

most out in them, then that’s when 

we have our team most inspired. So 

our team’s bound in our vision, and 

they know that we’re about their 

long-term success as well. I think 

that’s a huge part to inspiring your 

team and to inspiring the people 

that work for you. 

Kate: I love that you’re almost 

sharing their passion and their 

mission, and you’re saying “How can 

we as a team help you get there?” 

Caleb: For sure. I mean, that’s huge. 

Kate: So, I know this is kind of the 

the hook for the interview… what 

was the high ticket funnel that you 

worked on with Russell that crushed 

it. I mean crushed it in an hour. What 

was that funnel and how did you set 

it up? Give us the gory details. 

Caleb: You have to pay for that. 

No, I’m just kidding. Russell has it all 

out there. I think there’s a couple of 

funnels that are working super, super 

well for us. So the first one is our VIP 

Funnel. Basically, what we do is we 

have a VIP Funnel; it’s $10,000 to 

spend a day with us, and we’re like 

revolutionizing your business. We 

just moved the price to twenty-five; 

we’re thinking of moving it to sixty 

here soon. That’s the price. 

And basically, how the funnel works 

is, we run ads to it, we push traffic 

to it, and it’s actually super, super, 

super simple. They go to a page -- 

and literally this is just a sales cart 

basically, and it says “Apply Now” 

and we just take in a whole bunch of 

applications. 

So we’re like, “How many 

applications are qualified?” and 

then we say, “Okay, do we want 

to work with this person? Do we fit 

with her business?” And there’s a

question in the application that says 

“Are you able to make a $25,000 

investment today?” 

And if people would say yes, then 

obviously that’s who we’re going to 

go for. The people who are actually 

ready to do it. If we feel like it works, 

we call them. They’d be talking and 

we’re like, “Okay, great, we’re a fit... 

we’re not a fit”, whatever. If we are a 

fit, then we would say “We’re about 

to send you a link to sign up,” and 

then we send out the order form. 

Literally, the simplest thing. We 

probably made I think about 

110 thousand in total with that 

funnel. Then the other funnels that 

are working really well for us… 

honestly, there’s so many funnels 

we’re launching it’s insane. The 

other funnel that’s working well, it’s 

this new thing I just started called 

Maddix Book Club. 

So Maddix Book Club basically is, 

a kid signs up and they get a daily 

video from me texted to their phone 

every single day. It’s about success, 

about goals, and manners and all 

that good stuff, and it’s texted to 

their phone; and they get a monthly 

book that I personally like, every 

single month, about success; and 

we ship it to their door, and they 

can’t get the book somewhere else. 

That’s $47 a month. And what we 

did is literally the webinar funnel to 

a T. Russell set it all up, the webinar 

funnel, and then we just added in 

the wording and stuff like that. 

It’s funny because a lot of people 

-- and this is one thing I learned 

whenever I was with Russell -- I 

thought, “Okay, we’re going to be 

with Russell Brunson.” He’s going 

to say, “Oh, we’re going to do this,” 

and then we’re going to be blown 

away. But in reality, Russell never 

blew me away with his funnels 

because it’s literally everything that 

he teaches he does. He goes into 


funnel scripts, he finds stuff out, he 

does the ClickFunnels, he finds what 

he normally does. He just does it. 

Literally, what he teaches, he does 

to a T. We’re just doing the exact 

same thing. 

We’re also running a webinar funnel 

for our book club, but instead of 

doing a regular webinar -- it’s 

something our team came up with 

-- it’s basically a webinar but we’re 

calling it a game show. We’re doing 

a game show because kids don’t 

watch webinars. They want to watch 

something fun. It’s the game show. 

We take them to a baseball field, 

and I’m like, “Okay. I’m headed to 

first base, here’s the answer to the 

question. We’re headed to second, 

here’s the answer. We’re headed 

to third, here’s the answer.” And 

then we break down their beliefs 

the exact same way you would in a 

webinar, but it’s like sort of gamestyle. 

It’s super fun, and we solve it 

at the end, and I take them through 

myself. 

Those are the two main things that 

are working really well. And we’re 

actually just now launching the book 

club one. We just recorded the game 

show this week. It’s actually working 

really well and we’re super excited 

to have a launch because if we get 

2,000 kids, which we’re trying to 

get in the next two to three weeks, 

we get 2,000 kids in the book club, 

and we’re making a hundred grand 

a month; just helping the 2,000 

kids. 

So we’re going to run a bunch of 

ads and then get them in. So I hope 

that answers your question a little 

bit. Those are the two main funnels 

that we’re really pushing. But we 

have so much launching. 

Kate: The one I’m thinking of was 

one you did a while back. You did 

five figures in an hour or something. 

I think it was one of your speaker 

68 

funnels. I know you have so many, 

so I’m just trying to think back to 

which one I heard about. Huck, I 

don’t know if you-- 

Hawk: Yeah, you had mentioned... 

Caleb: That was the VIP Funnel. 

Hawk: It was 40 grand in an hour. 

Caleb: Yeah, that was the VIP 

Funnel. So what we did is, I was 

speaking on stage and then my 

dad came up after me and he just 

pitched. We sent them to the Team 

Maddix VIP link and they all apply 

and whatnot. We got them in and 

we made 40 grand in an hour. Four 

people signed up for 10 grand. So 

that’s the one that we did, the VIP 

Funnel. 

Kate: That’s awesome. 

Hawk: So I have a couple more 

funnel questions. 

Caleb: Yeah, sure, go ahead. 

Hawk: Can you share the links to 

both your book club and VIP funnels 

so that people, if they want to learn 

more about it, they can go check it 

out? 

Caleb: Yeah, for sure. So 

teammaddixvip.com and then 

maddixbookclub.com. 

Hawk: Perfect, awesome. 

Caleb: … the Maddix Book Club we 

might have just changed. 

Hawk: Can you send me your 

affiliate link or your affiliate packet? 

Caleb: Yeah, for sure. I’ll send that 

over to you. 

Hawk: So you’ve been speaking 

for awhile, and I remember when 

we first met you’d said publicly you 

were going to make your first million 

by the end of February. How close 

are you to that? 

Caleb: Pretty close. You’re actually 

one of the first people that I’ve done

an interview with about this. So 

honestly, here’s how it goes. I could 

have hit it by the end of February, 

could have totally hit the million 

goal. The thing was, I realized I set 

this goal and I put this out in public 

so I had a lot of pressure. Everybody 

was like, “Hey, it’s coming close to 

February. You hit it yet?” 

And like I was super motivated to 

do it, but the problem was, I was so 

motivated that I was rushing it. Like 

I was figuring out a way to make $1 

million the quickest, and I realized I 

was sacrificing business long-term. 

So actually, what we did, we kind 

of slowed it down a little bit. It’s still 

possible that we’ll hit it by the end of 

the month, but I’m pretty sure that 

within three months we’ll definitely 

hit the million goal in the book club, 

for sure. 

So, I mean, that was the goal 

whenever we met, but I did have 

to slow down, and it actually came 

from Gary V when I chatted with 

him and whatnot, and he basically 

just shared -- this was awhile back 

too -- he shared that you gotta 

focus on the long-term. You can 

make money quick, but you’re 

better off focusing on the long-term 

results. On “Okay. Can you actually 

fulfill all the products that you’re 

putting out there, and what’s the 

business that’s building your brand 

the most?” So we made a bunch of 

changes going long-term and it’s 

actually happening quicker than 

we’d hoped. 

Kate: I love your integrity there, 

because I think you’re speaking to 

the impact versus income. You don’t 

sacrifice the impact in your business 

for the income in your business. 

Caleb: For sure. 

Kate: I so appreciate that. 

Caleb: At the end of the day, it’s all 

just numbers. But if you’re impacting 

people, that’s what it really comes 

down to. Money is just -- I know 

a guy who’s worth $700 million. I 

asked, “What’s it feel like?” He said, 

“I don’t know. I actually don’t know 

the feeling. I just look at my phone 

and it says 700 million. It’s just 

kind of a number. After you make 

$1 million, it’s kind of just a number 

from there.” So, you can’t sacrifice 

your impact for those numbers, 

definitely. That’s a mistake a lot of 

people make. 

Hawk: That’s powerful, man. What 

do you see going forward? You’ve 

got a webinar funnel ongoing. 

You’ve got a high ticket application 

ongoing. You have all these books. 

Are you going to be setting up a 

free plus shipping club? 

Caleb: Yeah, yeah. I’m actually 

doing a free plus shipping for the 

book club because it actually works 

perfectly. I’m using it to sell basically 

a monthly book. We’re going to run 

an ad on Facebook; give a books 

for free, obviously get their info and 

whatever, and probably send them 

to and follow up on the Maddix 

Book Club media funnel. But we’re 

actually focusing on the game show 

first. Once we get the game show 

working, we’re going to focus on the 

free plus shipping. 

Hawk: Awesome, man. And what 

advice do you have for someone 

who’s looking to get into speaking 

and making money out of it like you 

are, versus most people who when 

they speak they don’t make any 

money? 

Caleb: I would say, first of all, get 

your hands dirty. You’ve got to do a 

lot for free. Lots of people say, “Oh, 

you charge”... it used to be 15k. Now, 

the price has raised a bunch. People 

wonder how I’ve done it, but I did 

so many speeches for free. So many 

speeches to get credibility. I shared 

the stage with people, and literally 

went in the hole on money, just to 

share a stage with that person. 

So I’d say, you’ve got to get your 

hands dirty, do a lot for free, but 

then also know your worth. When the 

time comes, when you’ve shared the 

stage with enough credible people, 

when you’ve done enough credible 

things... Know that, to find a good 

speaker nowadays, people charge 

a really high amount. So know your 

worth and understand... Know that 

“I am worth -- like the amount that 

Caleb started at -- I am worth 10k, 

I’m worth 15k, 20k,” whatever you 

think it is. 

So get your hands dirty at first. 

Sacrifice. Like I said, it’s all about 

long term. You sacrifice the short 

term rather than long term. And 

then know your worth when the time 

comes to say,” You know what? If 

you’re not going to pay my fee then 

I’m not coming.” And that’s just the 

value that you place on yourself. 

Kate: That’s really important for 

people to hear and understand, 

because I think so many people 

don’t value themselves. So what 

in your world allowed you to say, 

“Yeah, I’m worth this. I can charge 

this much.”? What was in your values 

that you can say that and know that 

with confidence? 

Caleb: First of all, I’ve had a lot of 

good mentors. When the time came, 

I had a lot of mentors who said, 

“Okay, it’s time. Start charging this. 

Start doing that.” So that was huge. 

I think I’ve always understood that 

you don’t charge based on time. 

You don’t charge based on who you 

are. We charge based on value. We 

charge based on the results. 

I understand that a lot of times I 

go to an event, and because of it 

there are people that end up going 

to the event as well. I can bring it 

home, and I understand that. After 

I’m done speaking, they’re going 


to be inspired. Like a lot of times 

I’ll be done with an event, and I’m 

the number one thing that people 

talk about. “Oh, Caleb. Did you see 

him? Did you see that?” 

I understand the value that I provide. 

And another thing that’s been huge 

for me on being successful at it... 

“Okay, I’ll charge 30k for this one. 

I’ll do this.” 

There’s understanding that I have 

a business at home, so for me to 

sacrifice my time -- I would spend 

two days in another part of America, 

or another part of the world if it’s 

an international thing -- that’s a 

lot. I could be at home building my 

business and get an extra 300k in 

my book club, and then I’m making 

40k a month instead of doing the 

10k event. 

So understanding the value of my 

time, and the value of the results 

that I’m giving to people. That’s kind 

of what forced me to start charging 

and going after the amounts that 

I’m doing now. 

Kate: I just want to follow up on 

that. So I know we are talking about 

your book club. I know you and your 

dad are working on a new book. 

Can you share a little bit about the 

new book that you guys are working 

on? 

Caleb: Well, so we have our book 

club, and then all summer writing 

a monthly book, and we also just 

started a publishing company. It’s 

insane the amount of value that we 

provide. Real publishing companies 

do the things that we do and they’re 

charging 100k. We just started that. 

Is that what you’re talking about? 

The publishing company? 

Kate: I remember on a Facebook 

Live you guys have a poster. I think 

it’s a new success book that you 

guys are working on. It might be 

part of the book club but it’s the 


new one that you and your dad are 

co-writing together. Oh yes, it’s the 

money management notebook. 

Caleb: Yeah, we just did a book. 

Actually, it’s already done. We have 

a lot of books already written that 

we just haven’t released yet, so 

we’re waiting on the right time to 

do so. But yeah, we actually have it 

done. It’s about money. It’s basically 

money for family; it’s what it is. 

And we had a thing we did called 

Mentor with Maddix and we wrote 

a monthly book for them. So we 

wrote it for the Mentor with Maddix. 

We send it all out. They all got it. 

But they were about to open it up to 

the public in the future. But I mean, 

the main thing is actually the book 

club. That’s what we’ll print out most 

months. 

Kate: Will that be available in the 

book club as well? 

Caleb: I don’t know if we’re going 

to give that one, because that one’s 

more towards the entire family. So 

we talk about your parents. The 

book club is mainly just directed 

towards kids. 

Kate: That’s awesome. You’re so 

clear on your target so you know 

exactly what products to put in 

and what goes where, right? Do 

you have any link for that book so 

people can get their hands on it, 

or you’re waiting to release it and 

you’re going to keep us hooked? 

Caleb: Yeah, yeah, I’m waiting to 

release that one. So I mean, just do 

the book club or whatever. We are 

doing a book how to make money 

for kids or how to master money for 

kids inside of the book club. We will 

be doing that but the book club’s 

the main thing. 

Kate: Very cool. So keeping in the 

theme of books, what are titles of 

the last three books that you read? 

70 

Caleb: The last three books that I 

read. So actually, what I’ve done 

this year so far -- I’ve rotated 

between two books -- I’ve read 

DotComSecrets and Think and 

Grow Rich. I’ll literally read one; I’ll 

the read other. I’ll read one; I’ll read 

the other. So that’s what I’m doing 

currently. 

Because someone once said -- 

actually, Darren Hardy told me 

-- he said “It’s better to read one 

book a thousand times than read 

a thousand books one time.” It’s 

like Bruce Lee said, “Don’t fear a 

man who’s done a thousand kicks 

once. Fear the man who’s done 

one kick a thousand times.” I’m just 

reading DotComSecrets and Think 

and Grow Rich and flip-flopping it. 

Those are the two focuses. 

Kate: That’s awesome. 

Caleb: The main reason for 

Think and Grow Rich is the guy 

I just talked to who made $700 

million. Actually, it’s $500 million 

American, 700 Canadian. He told 

me that every single time he reads 

Think and Grow Rich he makes $1 

million. That’s his philosophy. So 

he’d literally read Think and Grow 

Rich five hundred times and that’s 

why he’s worth $500 million. So 

that’s why we’re here. Think and 

Grow Rich and DotComSecrets 

back and forth. 

Kate: That’s powerful. That’s really 

powerful. Hawk, did you have any 

other questions that you wanted to 

ask Caleb? 

Hawk: You’ve got all these funnels 

going on, but what’s happening for 

you that is inspiring you to change 

people’s lives outside of the funnel 

stuff, outside of your business stuff, 

or is there anything? 

Caleb: Honestly, I’m making 

[inaudible] obviously in my business. 

But one goal that I do have is I

want to give away 10,000 shoes 

and bikes to 5 and up kids across 

America. Because obviously, I have 

such a good dad. He’s the greatest, 

obviously. I can’t even imagine 

what it would be like to not have a 

dad because he’s been such a big 

influence on my life. So anybody 

who’s 5, I want to give away 10,000 

shoes and 10,000 bikes to 5 and 

up kids. That’s a mission that I have 

personally. 

Hawk: That’s powerful, man. I 

remember something else that your 

dad mentioned from stage was that 

he’s a little worried. Going back to 

the million dollar thing, is that he’s 

a little worried about you making $1 

million, because you promised him 

you wouldn’t start dating until you 

had made $1 million. Can you share 

a little on that? 

Caleb: Yeah, well, basically all my 

friends they’re dating and they like 

girls. I’m not going to date until I’m 

a millionaire. So I’m trying to stay 

pretty focused. Everyone wonders 

why I wanted to accomplish it so 

quick but [laughs]. That’s kind of 

the goal that I have. I’m not going 

to date until I’m a millionaire and 

probably even after that, but yeah, 

definitely not going to even think 

about it until I’ve made $1 million. 

Staying focused. 

Kate: I think we might have 

started a trend because I just had 

a conversation with McKenna Riley 

who’s also a 14-year old Internet 

marketing genius. She’s doing 

Forbes Riley, her mom’s funnel. And 

so, I asked her, I said, “You know 

Caleb’s not dating,” and she’s like 

“I’ll take on that challenge” so she’s 

also not going to date until she hits 

a million. So maybe we’re going to 

start a trend here. 

Caleb: That’s funny. I like it. It’s 

weird. Cool stuff. I love seeing that 

though. 


Hawk: So, we’ll have a world where 

you can’t date till you’ve made a 

million bucks. 

Caleb: That’s a good world in my 

opinion. I think it’d be a better place. 

Hawk: I agree. There’s so much 

that you’re up to in the world and 

the impact that you’re making. 

What are some of the things that 

you could share for someone who’s 

really looking to get inspired? What 

can they do to get out of there own 

shit and able to move forward in life, 

with some of the levels of success 

that you’ve had? How would you 

inspire them? 

Caleb: I would tell anybody who 

needs that inspiration, I will just say, 

“Listen, Learn, Earn and Return.” I 

think that’s what it comes down to. 

I think Learn is huge. Find a book 

and just go through that entire book. 

I have a mantra that you can’t be 

unmotivated while you’re reading. I 

just feel that way. I feel like reading 

is such a big thing. The person who’s 

hungriest to learn will always be fed 

the most results. That’s the quote 

that I confidently say. So Learn is 

huge. 

Earn. I would say, “Listen. Find a 

way to start making small money 

if you have to. You don’t have to 

make $1 million right away. You’ve 

got to launch a funnel that’s making 

10 grand a day. Literally go sell 

something in the street. Go do that.” 

Money is an energy. If you treat it 

the right way and start making it, 

then you’re going to start making 

more of it. 

Lastly, Return, give back. When 

nothing’s doing good, do something 

good for somebody else. I believe 

that so much. Find someone to give 

to. Find someone else to inspire. 

You’re not feeling inspired? Great, 

good for you. Now, you inspire 

someone else. That’s one thing I do. 

72 

I mean honestly, whenever I feel 

unmotivated, I find a kid to call up 

and I call that kid and I motivate 

them. And after motivating them, 

I feel more motivated. So Learn, 

Earn, Return if you feel uninspired. 

Kate: I love that. And a lot of what 

you shared, it’s not new but I think 

you give it such a fresh perspective. 

It’s something I think we’re tempted 

to say, “Oh yeah, sure, we know that” 

and get the know-that syndrome. 

How do you stop the know-that 

syndrome from happening, and 

keep yourself always open to new 

ideas or new perspectives on maybe 

some old, well-known knowledge? 

Caleb: Well, you stop the know-that 

syndrome. You start the do-that 

syndrome. Like everyone tells me, 

“Oh, Caleb, great. You’re saying 

stuff that people already said.” 

Heck yeah, I’m saying stuff that 

people already said. Have you 

done any of it? Like, great, you 

heard Warren Buffett say that it’s 

important to read. Have you read? 

Have you picked up a book? Are 

you educating yourself? Are you in 

personal growth? Great that you’ve 

heard that you should give back. 

When was the last time you gave 

something to someone? When 

was the last time you motivated 

someone?That’s the way you stop 

the know-that syndrome. 

And by the way, there’s literally 

nothing that someone can say that 

is like glowing in you. You can say it 

in a different way and that may be 

brand new, but everything’s already 

been said. It’s just some people 

connect to different people with the 

way they express it. Do you want 

to stop the know-that? Then the 

more you already know-that, okay, 

do you already do-that? That’s a 

Facebook video right there. 

Kate: Yeah, it is. I think I remember 

at Darren Hardy’s event he was

saying that and he had a third thing. 

He said, “Okay, you know that. Are 

you doing it? Are you doing it well? 

Are you excellent at it?” So taking 

it to the next step of like “Yeah, you 

can do it, but...” Master it, right? 

Hawk: I want to prompt you to 

finish this statement because you’ve 

said this before. “There’s a law of 

attraction and to be followed up 

by…” 

Caleb: Law of action. Yeah, I believe 

in law of attraction so much. I think 

if you believe in something I think it 

can happen. But I think the law of 

attraction doesn’t work without the 

law of action. You can say you’re 

going to be a millionaire all you 

want. How many funnels are you 

making? Who are you studying? 

Who are you learning from? You 

can say all you want that you want 

to impact people. When was the 

last time you learned something 

on Facebook? When was the last 

time you called someone and tried 

to talk to him about what they’re 

dealing with? Like great, you want 

to impact someone? Do it. 

So I would say, it’s all about believing. 

I believe in the law of attraction. I 

visualized meeting Tony Robbins. 

I’m meeting him this week. I used 

to visualize working with Russell 

Brunson on funnels. We text all the 

time. We box all the time. He asks 

me questions. I ask him questions. 

We learn from each other. 

So I believe totally in the law of 

attraction. And for the [inaudible] 

that I was winning last time... The 

reason he found out about me is 

because every single day I uploaded 

a Facebook video. Actually, he saw 

one of them. So with the law of 

action that followed up the law of 

attraction. That made it happen. 

Hawk: That’s powerful, man. I know 

you’re a genius and I really like 

when people share their genius on 

social media. Being on social media 

you absolutely crush it and you’ve 

done some ninja things to build 

some massive engagement. I know 

you shared about the video and 

being really polarizing. If somebody 

wants to step up their game, what 

are some things that they can do, 

and how can they continue learning 

from you? 

Caleb: As far as social media, 

honestly, people way overcomplicate 

it. I’ve learned my thing. I 

understand that 1-minute Facebook 

videos work extremely well for me. 

YouTube, all these blogs that I’m 

doing are working really well. But I 

started off uploading regular videos 

to Facebook about this that were 10 

minutes long. 

I realized people like shorter. That’s 

what they like from me. So it’s just 

about putting yourself out there. 

Everybody, they want to hear the 

exact formula which I totally get. 

There are regular things that I do 

that have helped me blow up on 

social media. I’ll give you one of 

them. One of them is those subtitles 

on my videos on Facebook. They 

explode. For some reason, people 

like subtitles on Facebook, so that 

works. But you’ve got to just get out 

there, find out what works for you, 

and stay consistent. Consistency is 

key. 

I was watching Jay Paul, watching 

one of his videos about how he’s 

done social media. He has a video 

right now that has 160 million views, 

which is unbelievable,160 million 

views. 

His number one piece of advice 

for social media was upload every 

day. So I mean, if you want results, 

obviously, it’s so similar. You want to 

lose weight? Go to the gym. Great. 

You know it. Same thing with social 

media. Now, you know. Do you 

want to get results? Upload every 

day; You’re going to get results. 

Kate: Do you have a ninja trick? 

The subtitle thing, that’s really cool. 

Do you have a ninja trick behind the 

scenes that people might not know 

to do, to maybe get a little bit better 

engagement or results? 

Caleb: Well, let’s just talk about three 

platforms. I’ll give you one media 

trick for fun. Facebook subtitles. 

Honestly, that’s huge. YouTube, it’s 

about the thumbnail and the title. 

You’ve got to be somewhat clickbait. 

You know what that means. You 

have to grab people’s attention. 

Instagram, honestly, quotes have 

worked really well for me because 

they are shareable. People will 

screenshot and then post them. Why 

not? 

And then shoutout. Reaching out 

to big accounts and be like, “Hey, 

I’ll do this for you if you shout me 

out.” I have one guy, his name is 

millionaire mentor. I’ve provided 

to him some different ways and he 

decided to post one of my videos. 

I was literally eating. That’s also in 

Instagram and I saw my face on his 

account. It’s his most viewed video 

on Instagram, and he has 2 million 

followers. So out of every video he’s 

ever posted, it’s the most viewed. 

That’s because I provided service 

to him. So Instagram’s huge on 

shoutouts and those quotes. 

In Snapchat, honestly, you have 

to promote it on other accounts. 

So use your Snapchat and post on 

Facebook. Whatever you need like 

“Hey, I’ve got Snapchat.” Get them 

to add you. Snapchat is the most 

real life, which is nitty gritty. 

There is not much you can do to just 

explode all of a sudden. You’ve just 

got to do it every single day and it’ll 

start to work. Those are some ninja 


tips but the main tip is upload every 

day. Honestly, that’s why it’s insane. 

If someone would upload every 

day on YouTube they’re going to 

explode. So that’s my advice. 

Kate: That’s awesome. I would love 

to move us into the lightning round 

of questions so I’m going to fire 

these off really fast and just share 

the first thing that comes to mind. 

Caleb: Okay. 

Kate: What’s the funniest thing that 

happened to you recently? 

Caleb: Funniest thing, man. I’ll 

have to think about that. I don’t 

know if it’s like a specific thing that 

happened, but just happening on 

a social media account. They do 

the marketing. They’re actually the 

ones who build our funnels and 

everything, Reese and Renee. Just 

having them around. Their accent. 

We had a funny moment. We told 

them, “Hey, you guys want to get 

some shrimp tacos or whatever?” 

They’re like, “Wait, what’s shrimp? 

No.” They said that they never 

had shrimp before but we ended 

up ordering shrimp for them. Once 

they got them, they’re like, “Oh no, 

we totally have this all the time. 

We call it prawn.” They just call 

everything different, I guess. It’s 

been pretty interesting to see the 

different cultures clash together. 

Kate: Shrimp and prawn I guess is 

the same thing. 

Caleb: Yeah, it’s the same thing but 

they just call it different. 

Kate: What’s your biggest pet 

peeve? 

Caleb: Number one pet peeve is 

people who message me and say 

“Caleb, you motivated me. I’m 

about to take action.” And then I 

look a month later and they haven’t 

posted one video. They haven’t 

done this; they haven’t done that. 

My number one pet peeve is people 

who watch my stuff and don’t apply 

it because they think, “Oh Caleb’s 

about to transform my life.” But 

information is not going to give 

you transformation. It’s information 

plus application that give you 

transformation. 

Kate: If there is a movie produced 

about your life, who would play you 

and why? 

Caleb: Leonardo DiCaprio, just 

because, I don’t know, he’s a baller 

and I like him. He’d be a good actor. 

Kate: I love Leonardo DiCaprio 

movies. I’d definitely watch it. What’s 

in your iPod during workouts? 

Caleb: My iPod during workouts. 

I don’t really listen to most people 

but I have a huge celebrity crush on 

Ariana Grande. I’ve actually put it 

on my Snapchat like “Hey, who can 

help me meet her?” So I listen to 

her music sometimes I guess. I like 

Ariana Grande. I got a big crush on 

her so... 

Kate: That’s awesome. What is 

your biggest guilty pleasure? 

Caleb: Biggest what? 

Kate: Guilty pleasure. 

Caleb: Expound. 

Kate: Like you’re so focused, you’ve 

got so much dedication to the 

business... what do you… for a lot 

of people it’s chocolate or watching 

TV. What’s the pleasure, that thing 

that has you say, “I know I probably 

shouldn’t do it, but oh it’s just so 

good.” 

Caleb: First of all for food, it’s 

marshmallow. I flipping love 

marshmallows. I could eat the 

entire bag. Then, for I guess life, I 

love college football. I could literally 

waste every single Saturday of 

college football season watching 

games all day. So I love college 

football. 

Kate: That’s awesome. How would 

your best friend describe you? 

Caleb: Probably annoying. 

[laughter] 

If you ask our team, how are you 

going to describe Caleb? They’ll all 

say “annoying”. I love joking and I 

love getting on people’s nerves for 

some reason. I don’t know why. I feel 

like it’s because I’m so serious with 

business so it can let down like it’s 

my escape. I’m always jumping out 

trying to scare people. [laughter] 

Kate: I love it. What is your 

superpower? 

Caleb: My superpower. Man, that’s 

a good question. My superpower 

would probably be being on video. 

I’m really good on video even just 

closing. It’s a funny joke around our 

team. They say if you ever need 

Caleb to think straight, you just put 

a camera on him. That’s what we 

all say. Especially Australians that 

would say that. 

If you ask me, “Okay, what quotes 

will we use in the game show?” I’ll 

be like “Um, um, I have no clue.” You 

put the camera on me once it’s time 

to actually record and I’ll come up 

with old quotes and new quotes... 

So being on video just pulls it out of 

me I guess. That’s my superpower. 

Kate: That’s awesome. Some 

people freeze but for you it actually 

brings you clarity. I’ll throw my last 

question then if Hawk has anything 

else to add. What is the quote you 

want to be remembered for? 

Caleb: The quote. Honestly, I think 

“The gun that kills the most people 

is the gonna.” I really believe that 

if people could stop saying that 

they’re going to do things… that’s 

where we actually change the 


world, because so many people 

have ideas. So many people, they 

have million-dollar ideas. That’s why 

I said everyone has a million-dollar 

idea, right? But they’re putting in 

minimum wage execution. And 

you’re not going to have a million 

dollars profit off a million-dollar 

idea unless you put in million-dollar 

work. So I think just stop saying 

“You’re going to.” It’s the things I live 

by, and the message that I try to tell 

the world. 

Kate: Hawk? 

Hawk: Yeah, I have one other 

question. You’re young and you 

figure out how to build funnels. Why 

do you not build your own funnels? 

Caleb: I have. Honestly, I make 

a lot of tweaks in the funnels. I 

personally do it. The main reason 

why I personally don’t build my own 

funnels is time. It really is. Reese and 

Renee are Australian funnel hackers 

I guess you could say. They’re just so 

good and they’ve studied Russell. 

I’ve personally hung out with Russell 

before, and we’re about to hang 

out this week. We box all the time. 

We text all the time. But the thing 

is, they know more about Russell 

Brunson. They’re obsessed with him. 

So that’s the main reason why. I 

totally understand that question. I 

could build my own, but we put out 

so many funnels that I almost don’t 

even have time to produce them. 

They are just masters of what they 

do. They are unbelievable. 

Hawk: Yeah. I just wanted to check. 

We have a lot of people who come 

in. They want to build their own 

funnel and then they realize how 

much time it needs. Yeah, you’ve got 

a business to run. 

Caleb: Yeah, It’s like you find 

someone that’s as good as you at 

something, even better, then why 

not let them do it? Just like Darren 

Hardy says, “Focus on the top 3 

things that you’re the best at,” which 

for me it’s selling, it’s putting out 

video, and it’s educating myself. 

Those are the three things and I 

outsource everything else, even with 

video. I don’t edit my own videos 

even though I totally could. I don’t 

do it just because there are people 

out there that are better than me, 

and time. 

Kate: Absolutely. Well, Caleb, I want 

to thank you for your time. This is an 

awesome inside peek into the world 

of Caleb Maddix. How can people 

connect with you and how can they 

learn more about what you’re doing 

and what you’re up to? 

Caleb: Yeah, so my website is 

calebmaddix.tv. You can check me 

out there. But honestly, the main 

thing I’d like to push people to is 

maddixbookclub.com. That’s the 

main thing I’m pushing now and the 

thing I’m most excited about. I can’t 

wait to have 100,000 kids going 

through it. 

You can learn more about 

Caleb on his show The Journey 

at https://www.youtube.com/ 

watch?v=hdJRDn3kR_4 


76

Give Your Next Campaign the 

Rocket Fuel to Blastoff Sales 

ARTICLE BY Claudia Pilgrim 

In any marketing and sales campaign there are key points where your visitor becomes your customer. 

Understanding the metrics (i.e. the numbers) behind your campaign means you’ll know what adjustments need 

to be made to grow and scale your business. 

Article by Joe Freeman 

It’s time to prepare for blastoff, starting with your conversions… 

Converting With A Basic Funnel 

In a basic funnel, there are at least 3 key points of conversion. 

Point 1: When someone clicks on 

your ad to your landing page 

(this expresses interest in what you 

have to offer) 

Point 2: When someone visits your 

landing page and opts in 

(this shows intent to consume or be 

a part of your offer) 

Point 3: When someone visits 

your sales page and buys 

(Congratulations! You’ve found a 

customer who aligned with your ad 

and offer.) 

78 APRIL 2017 

FUNNEL MAGAZINE

Tracking Traffic 

In a basic funnel, there are at least 3 key points of conversion. 

How you get visitors to your site can come in many forms both online and offline. In both cases, it is important 

to be able track which traffic sources are the most successful. 

Ways to track include coupon code redemptions, opt-in offers, or phone call tracking. The ability to able to 

track your visitors from the very beginning allows you to calculate your CPL (Cost Per Lead) and CPC (Cost Per 

Conversion). 

Hang tight, I won’t go into alphabet soup. Check out the chart below. 

Here’s a quick chart on the math behind the conversion: 

Lead Cost Analysis 

How much is traffic costing you to come to your site? 

Let’s take a look at an example. Below are the numbers for a fictitious company called ConvertED. They sell two 

digital products online (@ $37 and $197). The owner fills in their ad spend ($1,500) and the number of people 

who clicked on their ad (1,000) during the month of January. 

For this ad campaign they know their historical conversion rates (opt in – 36%; sales – 9% and OTO – 5%). 

With just those pieces of information they are able to calculate their earnings across their funnel (see image 

below) and they’re $79 profitable. 

Great, they profited from this campaign but not by much. Over the course of the next two 

months they decided to boost their sales and test changing one variable in their 

campaign at a time check out their results. 

EDITION 2 


79

Here are some of the insights you can use from their results. 

Test 1: Increase Ad Spend 

Bump up the Benjamins and add more funds into your paid campaigns or joint venture with a well-known 

influencer. 

Test 2: Increase Traffic 

Expand your target audience or target indirect competitors. 

80 APRIL 2017 


About Claudia Pilgrim: Claudia is a former business analytics consultant who has 

spent the last three years studying online marketing and has now released her new 

superpower to the world. 

Specializing in the mashup of science and art, 925 MARKETING MIXOLOGY 

is proud to spearhead the industry in compelling marketing and measurable results. 

Interested in working with Claudia? 

Contact her here: help@925marketingmixology.com

Test 3: Get More Opt-ins 

Change your landing page to speak more directly to your ideal customer including video and pictures to help 

them visualize what you’re offering. 

Test 4: Sales Rate Increase 

So What Did They Learn? 

When all the testing was said and done, ConvertED learned that adding more money to their campaign doesn’t 

achieve their goal of wanting to make more sales. It may actually make things worse. Their most profitable bet 

is to increase the amount of traffic they’re sending to their offer. 

What changes can you make in your campaigns and funnels today that will give you the rocket fuel to 

blastoff your sales? 

Want your own tracker? Download it here (no opt in required, you’re welcome). 

http://bit.ly/2mfsKWc 

EDITION 2 


81

LEADERSHIP

Business 

on the Board 

Leadership: Managing the 

Situation at Hand 

Article by Jim Egerton 

Last issue we introduced how important it is to have the 

right leadership style in place as your business grows. 

Many entrepreneurs even have an exit strategy in place 

when they are still in the opening of their business game. 

They like starting and then successfully exiting their 

business early and at the right time. They want to move 

on to their next endeavor and let an acquiring party 

take the business into the future. 

Previously, we discussed that the startup of a company 

is very different than a growing or mature enterprise. 

Starting a business requires an entrepreneur be a 

thought leader with a vision that can be translated into 

a working model. Transformational leadership takes a 

vision and translates it into a successful business. 

What comes next after the vision has been transformed? 

The Middlegame 

Shifting of leadership styles is one of the most difficult 

management disciplines to learn. A chess game is 

divided into three progressive phases called 

84 APRIL 2017 


the opening, middlegame, and endgame. A different 

leadership style is appropriate for each phase of the 

game: transformational in the opening, situational in 

the middlegame, and results-based in the endgame. 

The middlegame starts when the firm leaves the sanctity 

of angel investors with their start-up capital and goes 

public or is acquired. Now that the firm is established, 

three new strategies emerge: attack the competition, 

achieve a competitive advantage (make a profit), and 

maintain it by controlling market share. In chess those 

strategies result in attacking your opponent’s pieces, 

acquiring an advantage (usually in the form of material), 

and exchanging pieces so that your competitor has 

fewer chances to come back. 

Facebook Enters the Middlegame 

Facebook is an example of a company that left the 

opening and launched into the middlegame when they 

completed their Initial Public Offering (IPO). Attacks 

started occurring on the very first day with investor 

lawsuits and a botched offering. It’s estimated the firm 

lost 47% or $38 billion of its value after the IPO by not 

informing investors about key details relating to reduced 

earnings and revenue estimates. That was a costly attack 

by the shareholders. 

Since attacks are more frequent and more powerful in 

the middlegame, situational leaders need to understand 

and manage the threats they face. Some do and some

don’t. Jamie Dimon successfully managed the London 

Whale fiasco and the Brexit situation, keeping his job. 

While the head of British Petroleum didn’t manage the 

Gulf Coast explosion well and lost his job. More recently, 

the head of Wells Fargo did not manage the situation 

his bank created with unauthorized credit cards and he 

too lost his job. 

In chess, every game eventually becomes unique and 

the players are on their own for success moving forward. 

That’s where situational leadership starts. Playing chess 

develops the skill of managing the situation at hand. 

You made the moves, your opponent responded, and 

now your creativity in responding to situational threats 

will determine the outcome of the game. 

The strategies typically employed in the middlegame 

are: 

• Complicate the situation if you are falling behind 

• Put up the best defense to weather an attack 

• Look for efficiencies to save time and effort in 

acquiring an advantage 

• Evaluate your chess pieces like employees after 

every move 

• Overprotect your assets 

• Consider making investments (aka sacrifices) 

that have potential to win the game 

• Accomplish a reduction in force (RIF) to keep the 

advantage by trading off your opponent’s pieces 

Strategies are important and always present but 

tactical opportunities can change the complexion of 

the game immediately. Jamie Dimon utilized a skewer 

tactic (scapegoat) with his Chief Investment Officer to 

harpoon the London Whale and won. While at Wells 

Fargo John Stumpf didn’t skewer anyone in his chain-ofcommand 

and lost. 

To be a successful leader of a company in the 

middlegame, use situational leadership to attack, win, 

and exchange your chess pieces to enter into a winning 

position in the upcoming endgame. 

Next Issue: Leadership - Expertise in the Endgame. 

Use end-results based leadership because your business 

is in a strong leading mode and will continue, or in a 

weakened mode with the end in sight. The ability to 

look ahead and reason backward will have you playing 

this business phase like a grandmaster. Evaluating 

your options, offer a draw (merger), resign (declare 

bankruptcy) or wind down into liquidation (which an 

iconic retailer is currently doing) are all ways to end the 

game. 

EDITION 2 


85

The “Inside” Story on Your 

Business Success 

ARTICLE BY Esateys 

You know that voice that says, “How come I’m doing 

everything I know how to do and my business isn’t 

succeeding the way I would really like it to?” 

“How come I’m working my butt off and the numbers still 

aren’t where they belong for all of the effort I am putting 

in?” 

Then you hear yourself responding to yourself (wondering 

if you are slightly insane or crazy for answering your own 

questions), “Oh, it is because I haven’t spent enough 

money on ads or my landing page wasn’t quite right or 

the colors I used didn’t appeal to enough people.” blah 

blah blah 

You shake your head with discouragement then muster 

up more passion to take stronger action, to work harder, 

to get another coach, or to invest more money in 

advertising. 

Now don’t get me wrong. These may be necessary to 

support your business success. However, there’s another 

way to approach the “perceived” problem. Here is the 

one missing link that will will change EVERYTHING and 

create massive success in every area of your business and 

your life. 

What is the “Inside” Story on Your Business? 

The Inside Story on your business is that you are most likely 

missing the real problem entirely and hence not focusing 

on the actual problem (that would be YOU). Now don’t 

get me wrong. I’m not saying you did anything wrong, 

or didn’t work hard enough, or… That’s not it. What I’m 

saying is that it’s YOU that is making or breaking your 

business success. Let me explain. 

Have you ever stopped to think about how important, 

powerful, and critical your thoughts are? Most people 

move through the business world looking at what other 

successful people are doing - after all, they learned how 

to benchmark in business school - with the hope and 

expectation that they can make it work for them. 

This is helpful but it’s not “IT”. The “IT” is your Mindset. In 

other words, how you are thinking, feeling, and framing 

everything that is going on in your life. Your repetitive 

thoughts create your concepts and beliefs, which become 

your habits and patterns, and eventually form your life. 

“You shake 

your head with 

discouragement 

and muster up 

more passion 

to take stronger 

action” 

Have you ever 

stopped to think 

about how important, 

powerful 

and critical your 

thoughts are? 

EDITION 2 


87

Your “Inside Business” 

Your Outside Business (how your 

business performs) will never be 

completely successful unless your 

“Inside Business” is tended to. What 

is your “Inside Business”? It is being 

completely aware of what you are 

thinking and feeling, and how you 

are framing every single aspect of 

your business and your life. 

So let’s say you had a goal to make 

$500,000 in the first quarter. The 

end of the first quarter comes and 

you worked really hard and your 

entire workforce functioned like 

animals every day to achieve that 

expanded goal. Exhausted after 

the first three months and feeling 

rather cocky and confident that 

you probably reached $650,000 

based on the amount of effort you 

expended, you discover when the 

reports come back that you only 

reached $456,000. 

Your knee-jerk reaction is anger. You 

find yourself having a conversation 

internally (again) that says “This is 

a bunch of crap. We all worked so 

hard, especially me, and we didn’t 

make our goal of $500,000. It 

just isn’t fair.” The blame comes 

out and gets hurled onto everyone 

and everything. The frustration and 

disappointment mounts and things 

go downhill from there. Everyone 

feels bad, like they failed, and are 

not good enough. The atmosphere 

and attitude of the whole company 

is in the pits. 

If instead you were managing your 

“Inside Business” and framing things 

in a way that would support an 

overall elevated attitude, you might 

think something like, “Wow, we all 

really put a lot of effort into this 

quarter and we did great. I’m going 

88 APRIL 2017 


to go over the numbers and the 

strategic planning and see where we 

can tweak for next quarter. I really 

am proud of the team and how 

much they put out to get us so close 

to our goal. I think the team ought 

to get together over pizza and look 

at what worked and acknowledge 

everyone for their effort. Then we 

can we can make some adjustments. 

Next quarter I’m sure we will make 

it, maybe even exceed it.” 

Why is your “Inside Business” so 

critical? 

The reason why managing your 

judgments and thought processes 

is so critical is because your Outside 

Business is going to reflect how you 

feel internally. Before you think I’m 

going all woo-woo on you, it is a 

proven fact that how we think, feel, 

and experience life has everything 

to do with how happy, mad, glad, or 

sad our outer world is. Our attitude 

and our mindset has everything to 

do with our success or failure. 

Even if that were not true (it is), 

consider that how you frame 

whatever is happening is going to 

determine whether you are enjoying 

your life or not. 

If you are working like a wild person 

and you are not getting the success 

that you want, can you see how 

looking to your “Inside Business” has 

tremendous value? 

What happens when you focus on 

your “Inside Business”? 

When you focus on your “Inside 

Business”, you respond to things 

more evenly instead of being highly 

critical or reactive which usually 

ends up with regret in some form 

or another. Perhaps because you 

screamed at, blamed, or criticized 

someone. When we such things, 

we may feel slightly relieved in the 

moment because we project our 

own discomforts onto someone 

else. Then the guilt sets in. When 

we feel guilty we also feel shame. 

When we feel guilt and shame we 

are judging ourselves, and when we 

judge ourselves nothing in our world 

looks good and success becomes a 

fleeting dream. 

How to focus on your “Inside 

Business” 

Right now, become more aware of 

what you’re thinking and feeling 

and how you are judging. Do not 

leave any person or circumstance 

out, including yourself. When you 

start to have this awareness, you 

will quickly be able to determine 

whether your attitude is elevated 

or in the dirt. Remember, this is just 

about awareness. No need to shy 

away from what you see (everyone 

judges). 

You will quickly discover that when 

you feel better things seem to 

mysteriously go your way. When 

you have joyful or positive thoughts 

you will note that your body feels 

more alive and more passionate. 

When you live in gratitude and find 

the things that are working with 

your employees and the strategies 

you are utilizing, your business will 

literally shift. 

Make an agreement with yourself 

to practice awareness of your 

“Inside Business” for 30 days. Keep 

a journal, spreadsheet, or whatever 

it is that you need to write in at the 

end of the day and make note of 

how often you monitored your 

“Inside Business”, what it looked like, 

and how you felt when you did it. 

This one powerful key will increase 

your Outside Business success and 

create a paradigm shift in all areas 

of your Life.

Why Your Relationships 

Reflect How Much 

Of Your Entrepreneurial 

Potential Is Being Fulfilled 

Article byTim Matthews 

How you show up in your relationships directly impacts how you show up in your business. 

Think about it, we’ve all been there when things are going amazing in our personal lives. We’re laughing, joking, 

happy, and in a state of flow where we just seem to have everything going for us. 

What impact did that have on us professionally? 

We felt more confident so we took bigger action, procrastinated less, made decisions quicker, and essentially 

got more of the ‘bigger stuff’ done quicker and easier. 

On the flip side, we’ve all been there when we’ve felt like our personal lives are falling apart. Where we’re 

constantly arguing with our partner and we feel exhausted, stuck, and pretty powerless as to what to try next. 

What impact did that have on us professionally? 

We took less action, our creativity was down, and our ability to effectively lead our team or organisation was 

almost non-existent. Although we were there, we weren’t. 

From mentoring hundreds of high performing men, I see a pattern. We often exist in a relationship without ever 

really speaking our voice and asking for what we truly want. We often create a relationship for ourselves 

where our sole aim is to survive instead of thrive because we’re afraid of being truly vulnerable in the 

one place where we’re meant to feel the safest. 

90 APRIL 2017 

FUNNEL MAGAZINE

The lack of vulnerability and self expression is not only 

affecting today’s men and their ability to lead effectively; 

it’s also impacting the women in our lives because they 

don’t feel like they’re fully seen or heard. That creates 

friction and more feelings of disconnect. It’s a vicious 

circle fuelled by two people who feel misunderstood 

and emotionally unfulfilled underpinned by one simple 

philosophy - vulnerability to express. 

When we’re able to drop the stories that are holding us 

back from fully expressing ourselves, and actually give 

- and receive - the love we desire, it has a huge impact 

on us being able to access our creative power and 

carry that into our business. We approach our business 

almost with a feeling of invincibility! A feeling of rock 

solid confidence and peace from which all of our most 

impactful decisions, actions, and results come. 

So how do we, as men, take command of the 

situation? 

Firstly, we need to understand where this has come 

from. We often grow up worshipping the hero’s journey; 

falling in love with, and becoming addicted to, the 

struggle. We’re taught to look up to the masculine hero 

who took on the world all by himself, who didn’t ask for 

help, and who overcame obstacle after obstacle all in 

the pursuit of proving his worth and his might! 

We’ve been conditioned to take pride points in ‘how 

much I can do’ versus ‘how much can I be’. This was true 

for me for a long time. For years my badge of honour 

was how many hours I could work in a day. Sixteen, 

seventeen, eighteen hours was routine for me. My 

ability to out-hustle, out-grind, and out-work anyone 

was my safe zone! My addiction to the struggle cost me 

my health, my relationships, and my joy. 

I would never ask for help; asking for help was 

weakness. As one of the men in our programmes often 

tells of himself, ”I could have been on fire and wouldn’t 

ask for help”. In short, we’ve been taught to suffer in 

silence as that’s what “real men” do. Take that into our 

relationships and it translates into a lack of vulnerability 

in expressing ourselves. 

For you to be able to effectively ask for what you want 

in your relationships, you first need to know where you 

are, what you are feeling. As men, we need to let go of 

stagnant beliefs that don’t serve us anymore, embrace 

emotion as strength instead of weakness, and start 

claiming our feelings detached from them being good 

or bad, strength or weakness, and simply viewing them 

as what they are - feelings. 

It’s from this space of detachment that you start being 

able to open yourself up to vulnerability and authentic 

communication where you actually ask for what you 

want and have your needs met. You start to feel seen, 

heard and understood. Of course, like anything, this 

is a process which requires a commitment from you to 

surrender what you’re feeling and communicate it. 

I know, this is all well and good, and maybe you’ve 

tried this before and were met with some resistance... so 

you stopped. One of the main reasons you’ll experience 

resistance is because of HOW you communicated 

what’s coming up for you. 

In a relationship where authentic communication is 

lacking, it’s very easy for one person to feel attacked 

when the other communicates what’s going on for them. 

It’s in this space where we don’t like to feel “wrong” and 

we’ll often go on the attack to avoid doing so. Perhaps 

that’s what happened for you. 

Here are 5 simple steps for effective, authentic 

communication: 

1. Let your body lead you and not your mind - 

Tune in to what you are feeling instead of what 

you are thinking 

2. Communicate what’s coming up for you - “I 

notice I felt ABC when you did XYZ.” 

3. State your desire - “It’s important to me that I 

feel/do/have XYZ.” 

4. Make a request - “I really love you and I want 

to be in a happy, fun, exciting relationship with 

you. For me to do that, I’d like you to do XYZ. 

Can you support me by doing that for me?” 

5. Appreciation - “Thank you, I really appreciate 

how you XYZ.” 

Yes, this may feel robotic at first, and yes, please make 

it your own. The principles behind this are that you take 

total ownership for what you are feeling and you ask for 

what you actually want instead of engaging in guessing 

games. The more you do this, the easier, more natural 

and more flowing it becomes. 

Here are two other strategies that I’d invite you to 

consider if you desire to shift your relationship from 

surviving to thriving. 

EDITION 2 


91

Strategy 1: Questions for a Meaningful Relationship 

Experience 

1. What kind of relationship experience do I want 

to have? 

2. What does our communication look like and 

how does it function? 

3. What do you want your sex life to look like? 

4. What are the top 10 things you enjoy the most 

in a relationship? 

5. What makes you happy? 

6. What are the top 10 things that you like done 

in your relationship that makes you feel good/ 

loved/special/important? 

7. What makes you happy about the other 

person? 

If this resonates with you then I’d encourage you to 

go somewhere you love with your partner, where you 

both answer the questions, read them out loud, and 

then swap so you’ve got a copy of the other person’s 

answers. This becomes your compass to ensure your 

needs and your partner’s needs are being met. I’d also 

invite you to check in on these questions every month to 

ensure the answers are still relevant. 

Strategy 2: Breakdown to Breakthrough 

Towards the end of the day it’s important to create a 

space where you get to communicate anything that 

might have come up for you during the day. This 

contributes to you always having the opportunity to 

express what’s coming up for you, clear any assumptions 

you might be making, and let your emotions be felt. 

Here are the questions: 

1. Did anything come up for you today? 

2. What are your wins for today? 

3. How can I support you better tomorrow? 

4. What do you appreciate about me? 

5. If we lived everyday like today, would we 

experience everything we’re capable of 

experiencing? 

After you ask the first question, allow space for your 

partner to communicate what their actual intention was 

when you felt XYZ. 

For you to be able to communicate what you desire, to 

be able to risk being fully seen and being fully naked 

in a place where you fear rejection the most, gives you 

a powerful sense of emotional momentum that carries 

over into your business. 

Emotional vulnerability and expression exercised in 

relationships is one the most powerful business tools, 

as men, that we can learn to embrace. After all, why 

are you striving for excellence in your business? To 

experience life alone, or to share your success with those 

closest to you? 

In a relationship, you either grow together, or grow 

apart. The deciding factor is communication. So choose 

communication. Choose to claim your power. 

If you feel resistance towards what I’m sharing, that’s 

cool. I’d invite you to look also at where else you are not 

wanting to be seen. Where else are you not asking for 

what you want? 

92 APRIL 2017 

FUNNEL MAGAZINE

5 Quick Tips On How To Get the Best Possible 

Support Experience From ClickFunnels 

ARTICLE BY Andrew S. Neumann 

“My funnel is broken.” 

These words ring out all too often in the support desk for one of the leading funnel creation SAAS companies 

on the Internet. The problem is they lead to a slower support experience for the person attempting to get their 

issue resolved in an expeditious manner. 

In this brief article, I will discuss how you can “help us help you” by sharing what we in the tech support field 

need to get your issue resolved... and you moving on with your project. After all, you are only one funnel away 

from your dreams, and so the faster your support request is resolved the faster you get to realize your dream. 

#1. Details Are Important. 

From the side being asked the question, it’s important that I have as much detail as you can provide. Specifically 

what funnel, funnel step, or page variation you’re having trouble with and, if possible, what you would like your 

end result to be. 

#2. Creating a Bottleneck 

If you are impatient and send in multiple requests for the same issue it causes the help desk to slow down. Know 

that when you submit a request for support it does not enter oblivion, and we will get to it in the order it was 

received. Patience is a virtue. 

#3. Be Polite 

I know. If you hadn’t run into this problem then your launch would have been on time. Your financial situation 

would have improved and life would be amazing. But there is a saying, “Don’t bite the hand that feeds you”. 

If you are angry and take your frustration out on the person trying to help you, it will result in your support 

experience being diminished. But if you are thankful that someone is taking the time to help you and you show 

gratitude, often you will notice that the other party will want to go above and beyond to help you. Another 

saying that comes to mind is “You attract more flies with honey than with vinegar”. 

#4. The Infamous “Bump” 

As human beings, especially in today’s “microwave society”, we tend to want instant gratification, and as such 

our patience may at times be lacking. I’ve seen this many times, where a person will add a comment like “Hello” 

or “Did you see this” to an open support request. Since we operate on a “first in, first out” basis, adding more 

content to the open support request can actually put you at the bottom on the queue! Note that recent updates 

to our support desk tool allow us to sort chats based on who has been waiting the longest, so this is not as big 

an issue as it was. 

#5. Leave Feedback 

Letting us know when we do a good job always makes us want to work harder for you. Plus, if you have 

constructive feedback for us, it will help us provide you with better service in the future. Since we are in business 

to serve you, we want to know what your experience is when we provide that service. 

94 APRIL 2017 


These 5 tips will help you receive an optimal support experience when dealing with your 

ClickFunnels hurdles, and will allow us to serve more customers and develop our platform 

around your needs. 

Thank you for taking the time to read this article. 

Andrew S. Neumann, Lead Support Agent, ClickFunnels

Colin W. Reid 

RuffLife Digital Media, LLC 

Imagine yourself walking down the beach on a warm summer morning. Alone with your thoughts, you realize that 

this is the first time, in a long time, that you have had the opportunity to simply be in the moment. “This is what 

true freedom feels like,” you say. You no longer have to worry about keeping your head above water because of 

the constant demand to bring in new customers. That’s been your dream since the beginning of your journey. It’s 

the same dream that all aspiring entrepreneurs have. It’s to have the freedom to work on your business, not in it. 

How did all this come about? It came the day you finally decided to work towards creating something beautiful... 

Founded in Salt Lake City, Utah, RuffLife Digital Media saw an opportunity to break down the door of the 

Digital Media industry. Our mission has always been to create something beautiful and help you live a RuffLife. 

For many years, we have witnessed companies trying to get off the ground without any sense of direction or 

knowledge of where to begin. This is where we come in. Our team is highly skilled in Video Production, Social 

Media Marketing, Funnel Design, and much more! With these tools we are able to help companies grow and see 

an increase in their ROI. We help generate leads for your brand, increase customer retention rates, and increase 

Brand Recognition. In addition, we offer services such as Logo Design, Web Design, Product Advertising, SEO, 

and CRM. We are RuffLife Digital Media! 

Armed with an in-depth knowledge of the many different marketing tactics available, we have compiled a team 

of hard-working individuals with one goal and one goal only, and that is to make you, the client, as happy as you 

can possibly imagine. We are your helping hand, reassuring voice, and thoughtful guide on the path to success! 

Need a fresh new logo? We can do it! Unsure of how to get started with advertising? We can help you! Haven’t 

even begun to create a website? We can fix that! We offer everything you need to make your business a success! 

RuffLife Digital Media specializes in bringing the beauty in your mind out into the world for the viewing pleasure 

of everyone else. We want to help you share your passion with the world and can help you at any step of the way 

or hold your hand as we go the distance together. Only when you succeed do we succeed. 

At RuffLife Digital Media, we cap no imagination. We encourage out of the box thinking to achieve superior 

results. We recognize your needs and understand that the average person spends at least 2 hours a day online. 

Most of our efforts are directed to the web, and since most people have access to multiple devices of varying sizes, 

we ensure our work fits on every screen. 

RuffLife Digital Media isn’t right for everyone. We are not for people that want to get rich quick. Nor would we 

be a good fit if you aren’t stoked about reaching more people with your message. Your time, just like ours, is 

extremely valuable. That’s why it’s important to us that good communication and a sense of direction come first. 

We implement the spiral design philosophy where we test often and make adjustments based on factual results. 

In the wise words of Russell Brunson, “Your Opinion Doesn’t Matter!” 

When you think about building your business, think about living the RuffLife with RuffLife Digital Media. Contact 

us today and let’s create something beautiful! 

General Business Information 

RuffLife Digital Media, LLC 

5712 Waterbury Way, Unit B, Salt Lake City, Utah 84121 

(801) 573-2944 

https://www.rufflifedigitalmedia.com 

Registered 

Colin W. Reid, colin@rufflifedigitalmedia.com 

ClickFunnels Certified Partner, Google Adwords Certified 

Business Details 

Est. May 2016 

Digital Media and Marketing 

EDITION 2 


97

Side Hustle Mompreneur 

Doresa Ibrahim 

ClickFunnels Certified in February 2017. My journey to ClickFunnels started in November 2016. I had heard 

of ClickFunnels from a friend awhile back with an email which stated, “Doresa you got to get this book, it’s 

awesome and it’s free. There are several upsells, but do not get them, just get the free book.” I did get the free 

book, and the upsells that she told me not to get. I read the book and listened to the audio and although the 

information resonated with me I did not feel it applied to me. At that time in my online marketing career I was 

heavy into selling private label products on Amazon. 

It was October 2016 when I participated in a local get healthy class. I asked the creators of the course if there 

was an online option since I travel a lot and could not always participate in the onsite meeting. They told me it 

was coming. Of course, I asked them “when is it coming?”. I proceeded to say that if they needed some help, just 

let me know as I have a background in website development and I could put their course online. Her eyes lit up 

and she said “We are meeting with a guy today, but after we meet with him, we can meet with you to discuss.” 

I met with them, they liked what I had to say, and so I worked out a commission deal with them. They were very 

skeptical about the entire online concept and not very clear on how everything would work. The commission 

option worked well for both of us. I had created many websites, had created membership sites, and had done 

various other projects, but the excitement this company had built around their brand attracted thousands of 

people. Based on the following of the business, I wanted to make sure I created a system that would handle 

their over 500 coaches (affiliates) and a platform for the growth of adding products and other services they 

had discussed. 

I walked away from that meeting feeling very confident they would work with me, so I signed up for ClickFunnels. 

As I was doing more research, I said to myself, “I need to become an expert in this tool,” so I researched if there 

was a certification available. I found the program, applied and started in November 2016. 

As each module was released I would complete it the same day because I needed to get through the program 

as fast as humanly possible. The certification program has been hands down the best course I have ever 

participated in. The community of partners is world class. 

My first ClickFunnels client launched their course online in December 2016. They used a webinar to launch. 

This webinar was not promoted through paid advertisements, only word of mouth. One hundred and twenty 

(120) individuals showed up to that webinar resulting in nine sales right after the webinar and another five 

the following week. Since that first webinar, there have not been any additional webinars or promotion. In the 

month of February, they made $5699 in sales without any advertising at all. Amazing! 

Since getting certified, it has been a whirlwind of people contacting me for help. Unfortunately, not everyone 

is like my first client with a proven business model and determination to expand online (it’s hard work y’all). My 

ideal client is just like my first client: successful offline first, then working with me to help grow their business 

online. 

98 APRIL 2017 


Side Hustle Mompreneur 

Doresa Ibrahim 

ClickFunnels Certified Partner

TARGET YOUR 

AUDIENCE 

WHERE THEY 

WORK, LIVE, 

and PLAY... 

ONLINE MARKETING AUTOMATION 

Sales Funnel Design and Development 

Owner: Joseph Freeman 

is a ClickFunnels Certified Partner 

Membership Sites 

Direct Response Email Automation 

Website Design 

Bootstrap (HTML5 and CSS) 

WordPress 

COMMERCIAL PRINT COMBINED WITH 

ONLINE & OFFLINE MARKETING 

Data Driven Marketing: 

Direct Mail (Design and Management) 

Personalized Direct Mail 

Direct to the Door Digital Advertising 

Personalized URL Cross-Media Campaign 

Add a personalized touch 

Only for businesses with a list of 

prospective and/or active customers 

ORANGETREEMARKETING.COM 

JOSEPH FREEMAN | 412-757-5957 

GRAPHIC DESIGN 

Marketing Collateral 

Web to Print Website Site Development

Funnel Hacking Tools: 

Professional 

Graphic Design 

Resources 

Building a funnel is a combination of many elements including layout, branding, and content. Funnel hacking 

may be one of the easiest ways to build out your idea for a page design, but it’s crucial that you don’t make 

waves. You may find the page design you desire, but you should never duplicate the information such as the 

text, graphics, logos, images, and videos. 

Perhaps you’re worried that you are not a graphic design expert and can’t afford to hire one — not on this, 

your first funnel. If you’re a startup, the resources listed below will help you take your creativity to the next level. 

Whether you’re creating a logo, designing your first ebook cover, posting on social media, designing your 

funnel, sketching your printed materials, or simply making your email headers, these free resources will help 

you create outstanding professional graphic designs. 

1. Canva - Canva makes graphic design amazingly simple and accessible for everyone. Canva is a 

free tool for every graphic design you have in mind. Just be aware that some of its images are not 

free to use which may result in a watermark on its output. 

2. YouiDraw - This online tool lets you create stunning vector graphics designs with YouiDraw 

Drawing, Logo Maker and Painter. It’s like Adobe Illustrator but it works on an HTML5 canvas. 

3. Vectr - A free, cross-platform vector graphics editor. A simple yet powerful web and desktop tool. 

4. BeFunky - BeFunky Photo Editor lets you apply photo effects, edit photos, design professional 

graphics, create photo collages with collage maker, and more. 

5. LogoMakr - Create & design your logo for free using this easy logo maker. Choose from 

hundreds of fonts and icons then just save your new logo to your computer! 

6. Adobe Spark - Adobe Spark is a free online and mobile graphic design app. Easily create 

beautiful images, videos, and web pages that tell your story 

7. MyLiveSignature - Create a natural signature in seconds and use it to personalize your 

branding. Free. 

100 APRIL 2017 


8. Piktochart - Piktochart is an infographic design app that requires very little 

effort to produce beautiful, high quality graphics.

REINVENTION 

REVOLUTION 

Jay Fiset recently appeared on Reinvention Radio 

with Steve Olsher. Steve and Jay had a very interesting 

conversation about Masterminds. 

Steve: Do you find that this whole concept of a 

mastermind is kind of played out at this point ‘cause it 

seems like everybody and their mama has some sort of 

mastermind that either they’re a part of or they know 

someone who’s in it and it’s like... is this still alive and 

well? 

Jay: So... great question. I actually think that this whole 

movement of masterminds has not yet even begun, 

Steve, and the truth is... 

Steve: Really? 

Jay: Oh! We haven’t even scratched the surface of it. We 

are truly entering the golden age of masterminds. Now, 

I wanna be really clear about something. You know, 

everyone and their dog, well this is gonna make a smart 

ass column but I won’t... 

Steve: No, please do. 

Jay: Everyone and their dog does seem to have a 

mastermind but lots of the masterminds actually aren’t. 

So one of the things about reinventing masterminds, 

I’d like to actually just spend a little time serving and 

supporting people to actually focus in on what a real 

mastermind is because, you know, 250 of your closest 

friends in a room that’s marketed by somebody who 

says “Oooh! Join my mastermind” which is nothing more 

than premium coaching bullshit is not a mastermind. So 

we’re going to see a fall away of things that position 

themselves that way and an explosion of things that 

really are genuine masterminds. 

So, first and foremost is that, and I’m going to say 

something that I think not many people necessarily 

appreciate, but I think that the vast majority of 

masterminds that are out there in that world really sort 

of just got started a little bit like this... some of them sat 

down in a room in a mastermind and said, “Good God, 

they got 30 people here at 30 thousand dollars each, 

that’s a million bucks. I’m gonna run a mastermind” with 

about as much experience in that domain as flying to the 

moon. So, to me, if you’re searching for a mastermind 

there’s a couple of things to watch for. Let’s find out 

is it actually group coaching? Is it actually a training 

program masquerading as a mastermind? 

And here is the key thing, in a mastermind all of the 

members have the fundamentally equal opportunity 

to share their network, resources, and experience. The 

program is not oriented around the guru on the stage 

or a training process. It is actually about the intimate 

connection and the support of the group as usually 

somewhere between let’s call it 8 and 16 people. I’m 

a member of a mastermind with Jeff Walker known as 

Platinum Plus and there’s about 30 in there and he does 

a stunning job of actually creating that same kind of 

intimacy. I think it’s about 26, I’m rounding up a bit. But 

for the most part you’re looking for true access to other 

members, not sitting there listening to a teacher or a 

guru or a trainer, and that is one of the key distinctions. 

So what if somebody says they’ve got a mastermind 

with 250 people? It’s like that’s not really a mastermind 

most likely! Does that makes sense in terms of this 

foundational idea of what the hell is a mastermind 

because I think it’s being... the name is being plastered 

on a bunch of things that simply aren’t. 

Steve: Yeah, it totally makes sense but Jay here’s my 

main question then... is you could put a bunch of people 

in a room, you could facilitate having a number of 

smart people get together and just kinda brainstorm, 

talk about innovation, talk about what’s new, put 

together challenges. Why are people actually paying 

for masterminds? 

Jay: So why people pay for masterminds is I think 

really 3 fundamental pieces. Number one, access to 

community, because the truth of the matter is curation 

and this is one of the key pieces. We teach people in 

our mastermind program and in our live events that the 

number one job of a mastermind leader is not to sell 

a mastermind -- and that’s, by the way, hint number 

one is if somebody is trying to sell you a mastermind 

you probably should run like hell. Your job is not to sell 

a mastermind, you just become a gatekeeper to 

a powerful, intimate community that there’s 

only one way in and that is to qualify 

that you play at the level of this 

community and that you 

can up level the 

EDITION 2 


101

community. So you can’t buy your way in, you can’t bribe 

your way in, you can’t kiss somebody’s ass to get in, you 

simply must qualify on your own merits. So number one, 

you know, that whole piece is you’re paying for curation 

and you’re paying for community. So that is the leading 

piece. 

Now the next piece why you’re paying for is that 

commitment rules, and just to be clear about this, I’ve 

been at it, you know, over 2 decades. I have never 

seen a group of volunteers, you know, let’s just have 

a mastermind, let’s get together and we’ll share the 

leadership of it. I have never seen that last. If 

you truly want a sustainable long-term 

community it requires a leader, 

requires somebody to be 

number one, to 

102 APRIL 2017 


guard it, protect it, lead it and make certain that it 

actually happens. 

And then really the 3rd piece to this is about the 

commitment and what it means for people to show up 

by writing a substantial check to be in that room. I’m 

gonna do my damndest to show up and to bring value 

and to up level that group and to truly, truly contribute 

and that’s really where the, you know, the magic of what 

Napoleon Hill called the third mind occurred... is when 

you come in willing to share - like truly, truly share. Our 

network, our wisdom, our experience and our resources 

in the free flowing way. That’s where that magic 

happens. 

Watch the full interview at MyFunnel.link/JayFiset 

To learn more about masterminds go to 

MyFunnel.link/Mastermind

EMAILS & FEEDBACK 

Funnel Magazine released their newest magazine at Traffic 

& Conversion Summit 2017 by DigitalMarketer. 

Amanda Dake Pittenger 

Funnel Expert, Strategist, and 

Coach at Dake House 

Donovan Byrd 

IT Architect at Cadence Design Systems 

Jordan Brant Baker 

Founder at Focuster 

Devin Slavin 

Course Creation Network 

106 APRIL 2017 

FUNNEL MAGAZINE

Jon Schumacher 

Webinar Specialist 

Neil 

The Vitality Secret 

Ryan Deiss 

Digital Marketer 

Cannon 


EDITION 2 VOLUME 1 APRIL 2017 

• PUBLISHER - Hawk Mikado 

• EDITOR - Kate Mikado 

• LAYOUT - Joe Freeman 

• COPY EDITOR - Rob Vanden Heuvel 

• CONTRIBUTORS 

Shauna Cordova, Terri Levine 

Janice Means, Jonathan Foltz, Kate Mikado, 

Hawk Mikado, Chad Lio, Claudia Pilgrim, J 

im Egerton, Esateys Stuchiner, Tim Matthews, 

Andrew S. Neumann, Colin Reid, Doresa Ibrahim, 

Jane Amora, Steve Olsher 

• PRODUCTION 

Jane Amora 

John Amora 

Jonah Bocabo 

Omar Buscato 

John Paul Cabrera 

Anjie Demasco 

Noelene Delos Reyes 

Russ Enriquez 

Joe Freeman 

Aubrey Gestoso 

John Roca 

John Villanueva 

• SUBSCRIPTIONS 

FunnelMagazine.com 

• OFFICE OF THE PUBLISHER 

4660 La Jolla Village Drive, Suite 500 

San Diego, CA 92122 

832.800.4295 

hawk@funnelmagazine.com 

• HOW TO REACH US 

LETTERS TO THE EDITOR: 

Editor@FunnelMagazine.com 

Subject Line: LETTER TO THE EDITOR 

CUSTOMER SERVICE: 

For service on your subscription, including 

renewal, change of address or other customer 

service matters call 855.350.4295 

ARTICLE PROPOSALS and unsolicited 

articles can be emailed to: 

Editor@FunnelMagazine.com 

SUBJECT LINE: Article Proposal or mailed to 

Editor, Funnel Magazine 



• POSTMASTER 

Send address changes to Funnel Magazine, 



• CONNECT 

Facebook.com/FunnelMagazine 

Twitter.com/EditorMikado 

Linkedin.com/company/FunnelMagazine 

FunnelMagazine.com/VIP 

Photos by: Ken Rochon | www.TheUmbrellaSyndicate.com 

EDITION 2 


107

Funnel Magazine™ Second Edition

Create successful ePaper yourself

Delete template?

Save as template?