Funnel Hacking Live 2025
Thursday, February 13, 2025
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Day With Dan - 02/11/2025
I arrived in Vegas on December 11th at 8:30 AM after a brutal 3 AM wake-up. With only four hours of sleep leading into today, I pushed through to absorb everything at Funnel Hacking Live. Yesterday was a full day with Dan Kennedy, and I attended two powerful sessions that reshaped how I think about marketing and business growth.
In the first session, Dan emphasized a crucial point: If you want to play in the game, you have to be everywhere. The best model for this? Rush Limbaugh and Howard Stern. These figures mastered the art of grabbing attention—being bold, outlandish, and unapologetically themselves. And the reality is, attention equals money. If people don’t notice you, they can’t buy from you.
The second session tackled one of the biggest misconceptions in business—fearing a saturated market. Dan flipped this idea on its head. A saturated market isn’t a threat; it’s a gift. Why? Because customers in these markets already know how to buy. The mistake most businesses make is playing it safe, saying, “I’m incrementally better,” or “I’m cheaper,” or “I make things easier.” Instead, the key to standing out is this: Arrive differently. Present differently.
Beyond differentiation, the conversation shifted to building lifelong customers—people who stick with you for years. To achieve this, you need the tightest message match to your market. The closer you align with their needs, the stronger your following becomes.
Dan also laid out a smart media strategy—borrow attention, then own it. Press releases, news, and controversy are ways to invade media, but the real goal is moving people from other media to your media. That’s where long-term control happens.
We also explored marketing greats and case studies that prove these principles in action:
• Harry Houdini, a master of self-promotion who turned his acts into must-see events.
• Bob Allen, who built a real estate empire through compelling storytelling.
• Bob Stupak, who leveraged controversy and Vegas vacation specials to generate free media.
• Martin Luther, who wasn’t just a religious reformer but a branding genius—his ideas spread like wildfire because he packaged them for mass appeal (a concept explored in the book Brand Luther).
Finally, we talked about marketing to the affluent—those who can afford premium services. Selling high-ticket offers is a cheat code. Why? Because higher-paying clients are easier to fulfill and more profitable in the long run. If you want to grow fast and work smarter, market to those who can afford what you’re offering.
If you want to learn more about Dan Kennedy and his Magnetic Marketing System, I highly recommend checking out his N.O. BS Direct Marketing Book for Non Direct Response Marketing Businesses.
Big Takeaways
This wasn’t just a marketing talk—it was a wake-up call. If you’re playing small, hiding in a saturated market, or afraid of pricing high, you’re already losing. 1. They get attention (and aren’t afraid to be bold). 2. They move customers from borrowed media to owned media. 3. They price for value, not affordability. 🔥 Time to rethink the game.
The businesses that win do three things:
FHL 2025 Day One
Russell Brunson
Day One of Funnel Hacking Live (FHL) was all about purpose, transformation, and impact. Devon Brown, the emcee, opened with a thought-provoking question: “Why am I here? What is my next chapter?” These questions forced everyone in the room to reflect—not just on their business journey but on their greater purpose.
Russell Brunson took the stage and built on that theme. He shared a powerful quote from Mark Twain:
“There are two important days in your life: the day you were born and the day you find out why.”
For many entrepreneurs, that second day—the day of purpose—is what truly changes everything.
Russell reminded us that fear is universal—everyone is afraid when they start. But fear and faith are two sides of the same coin. Every entrepreneur faces a call to contribution—a moment when they realize their purpose isn’t just about them, but about who they are called to serve.
For me, that “why” is crystal clear—my God, my wife, my kids, and my community. This is why I’m on this journey of entrepreneurship. This is why I push forward.
Russell then introduced Napoleon Hill’s principle of Definite Purpose. A true purpose isn’t just a vague dream—it’s a goal with a deadline. Without something specific to aim for, focus is lost. You need one thing to focus on.
Next, he broke down the Hero’s Two Journeys, a framework that explains the deeper transformation entrepreneurs go through.
1. Your “why” is tied to two people:
• You – The person you are becoming.
• The person you are called to serve.
2. Every hero’s journey follows this path:
• It begins with a refusal of the call—the moment when fear tries to stop you.
• A mentor provides the map, but the hero may not follow it right away.
• The journey is hard, full of setbacks and challenges.
• The hero ultimately finds the “elixir”—the knowledge or transformation that allows them to make an impact.
And here’s the twist—the person you are meant to serve is YOU from five years ago. You’re solving the problem you once had, guiding others who are where you used to be.
Russell then tied this into Napoleon Hill’s two types of people:
1. Faith-driven people – The ones who create, push forward, and take control.
2. Fear-driven people (drifters) – Those who get lost in uncertainty and never make a real impact.
The key to success? Pick one guide and stick with them. Too many entrepreneurs bounce between mentors, never fully committing to a single proven path. Put on blinders. Have faith in yourself.
Russell broke it down into three foundational pillars for success:
1. Purpose – Know your “why” and stay grounded in it.
2. Guide – Choose the right mentor and trust their process.
3. You – Have faith in your ability to execute.
ClickFunnels isn’t just about business. It’s about the ripple effect. The impact of one entrepreneur extends far beyond themselves—it affects their employees, their families, and their communities. Russell shared how ClickFunnels has created massive ripples, changing countless lives, and how every entrepreneur has the power to do the same.
Andy Elliot
Andy Elliott’s talk was direct, no-nonsense, and filled with hard-earned wisdom. He opened with a simple but powerful idea: “Chase the man, not the money.” Success isn’t about financial gain—it’s about who you become in the process.
He also shared a sharp insight: “A focused fool is a distracted genius.” In other words, if you focus on the wrong things, no level of intelligence will save you. True success comes from focused, intentional action.
One of his core philosophies is acting like it’s Day One of success—every single day. When you start, people will misunderstand you. They won’t get what you’re doing. And that’s okay—because growth requires pushing past that.
Andy then broke down his journey. In 2014, he started with just 10 YouTube videos—basic sales training for his car salesmen. He had no idea that those videos would later blow up and set the foundation for his career.
As he grew, he learned a fundamental truth: “You need a brand to change lives.” And if you’re truly making an impact, you’ll have haters. “If no one hates you, you aren’t doing anything.” Haters will show up in the comments, but the real impact-makers? They get DMs from people who are transformed by their work.
Andy got real about his personal struggles. He admitted that before 2019, he was a broken man—out of shape, disconnected in his marriage, and lacking purpose. But when his old videos started getting traction, he had a wake-up call. He had a tough conversation with his wife, made the decision to sell everything, quit his job, and go all-in as a life and sales coach. That commitment led him to take over the automotive sales training industry and knock Grant Cardone out of the space.
He also touched on the role of women in helping build great men. Success isn’t just about business—it’s about having the right support system and showing up for your family.
One of his key takeaways? “If you want money, you will never get it.” Money follows impact—not the other way around.
Andy then gave a tactical growth hack for YouTube:
• Use Google’s “People Also Searched” results to find high-demand topics.
• Take the top-performing blogs on a topic and turn them into YouTube videos.
• Consistency is key—he was creating three long-form videos per day.
Execution beats perfection. He referenced the book Ready, Fire, Aim and emphasized: “Imperfect action beats perfect action every time.”
He laid out a formula for growth: Performance + Knowledge – Leashes = Freedom. The “leashes” are the mental and emotional barriers holding you back.
A mindset shift he made? Replacing his revenue board with a transformation board. Instead of just tracking money, he focused on the impact he was making on people’s lives.
At the end of the day, winners get ROI. The best in the game don’t just hope—they execute, measure, and adjust.
His content strategy? “Make it. Don’t consume it.” Most people waste time scrolling—winners are the ones creating.
He closed with a powerful truth: An individual can be beaten. A team can’t. Success isn’t a solo game. The key?
• Work harder than anyone else.
• Pay for a mentor.
• Surround yourself with a winning team.
McCall Jones
McCall Jones’ talk on Charisma Hacking was all about how to structure offers that emotionally connect and convert. She used the analogy from the book If You Give a Mouse a Cookie to explain how offers should be “cookiefied.”
The key takeaway? Don’t just throw in random bonuses and extras to make an offer seem valuable. That’s what she called a “yard sale” offer—a bunch of unrelated items lumped together without a clear transformation. Instead, every part of the offer should be designed to take someone from “sad” to “happy.”
She illustrated this with a weight loss avatar. The sad mouse was overweight and frustrated, while the happy mouse had lost 50 pounds. The offer needed to bridge that gap by addressing four key struggles the prospect faced, along with clear solutions to solve them.
Another major point was “timeline-ifying” the offer—giving the prospect a clear roadmap of when and how they’ll achieve success. People need to see a tangible process with checkpoints to stay engaged.
McCall then broke down two powerful tactics for speaking to your prospects:
1. Make the overlooked feel seen. Many people feel ignored or invisible in their struggles—your message should acknowledge and validate them.
2. Make the anxious feel confident. Prospects often hesitate out of fear and uncertainty—your offer should remove doubt and reassure them.
She also introduced two styles of delivery for building trust and authority:
• Trust Approach: Steady, Fix, Mirror (help them feel safe and understood)
• Authority Approach: Light, Lift, Lead (be the strong guide that inspires them to follow)
McCall closed with one of the most important shifts in offer creation: information vs. transformation. People don’t pay for more information—they pay for transformation. If your offer isn’t changing lives, it’s not strong enough.
Myron Golden
Myron Golden’s presentation was a deep dive into the principles of wealth creation, value, and offer strategy. He opened with a fundamental truth: “You are a resource. God is the source.” Wealth isn’t about chasing money—it’s about understanding how money works and creating assets that generate income.
He broke down why the poor and middle class stay stuck. They believe everything is expensive because they attach a time value to money. Since time is limited, they assume money must be limited too. This mindset creates a scarcity loop that keeps people trapped.
The key to breaking out? Find a big pool of people with a big problem, and use your mind to create a reproducible asset. He gave the example of writing a book—“Income follows assets.” The more assets you create, the more wealth you generate.
The Formula for Wealth Creation
MS + SS + TS = Assets
(Mindset + Skillset + Toolset = Wealth-Producing Assets)
The bigger your pool of offers, the bigger your income. More offers = more money.
But wealth isn’t just about money—it’s about your ability to create value for others. Myron explained that true value comes from understanding what people perceive as valuable and where value originates.
The Three Perceived Value Drivers:
1. Past perceived voids create present perceived value. (People value what they once lacked.)
2. Present perceived virtues create present pursued value. (People chase things that seem valuable now.)
3. Future perceived visions create present pursued values. (People invest in what they believe will benefit their future.)
One of the most powerful takeaways? When you pay with creativity, everything costs the same amount. In other words, when you create offers, your offers can pay for everything.
He illustrated this with a personal story about why he hates flying commercial. After one flight where the airline lost his luggage and returned it months later with his favorite suit ruined, he decided to fly private from then on. But he didn’t just pay for private jets—he created an offer that covered the cost.
He structured VIP days for six-figure clients and included private jet travel as part of the package. Not only did this make the experience premium, but he also had the host cover half the cost of the flight.
Key Takeaway:
If your offer doesn’t create at least a 10X return, the price is too high. Instead of asking, “Is this price too much?” the real question is, “How can I get them the result?”
The Four Offer Types
1. Lead Generation Offer
• Only serious people should apply. Make it difficult for unqualified leads to opt-in.
• Most lead generation fails because businesses try to lead cold traffic toward pleasure—but people don’t trust you yet.
• Instead, lead them away from pain.
• Example headline: “The 7 Biggest Mistakes You’re Making Right Now…”
• Work with human nature, not against it.
2. CPO – Core Product Offer
• The bread-and-butter offer that solves the customer’s biggest problem.
• Myron broke down “money math”—showing how to get to $1,000,000 with a $200 product simply by adding and removing zeros.
3. PVO – Premium Value Offer
• Remove the term “high ticket” from your vocabulary.
• The only thing that matters is the payoff the client gets—not the price.
4. Continuity Offer
• A recurring revenue model that allows businesses to scale consistently.
The Psychology of Decision-Making
People do things for one reason—because they feel like it.
• Faith = Anticipation of a positive outcome.
• Doubt = Anxiety about an unknown outcome.
The biggest obstacle to success isn’t logic—it’s belief and doubt. Myron tied this back to Romans Chapter 6 from the New Testament, showing how faith, belief, and doubt impact every decision in life and business.
Closing: The Power of Collaboration
At the end of day 1, Russell Brunson and Kevin Richards debuted Offer Lab, a new affiliate/JV platform designed to help entrepreneurs leverage and promote each other’s offers. The goal? Enhance your offer by filling in any gaps it might have.
FHL 2025 Day Two Session One
Devon Brown
The day opened with Devon Brown sharing his story of how he went from being the worst mascot to becoming an ESPN Top Mascot. The lesson? “You have permission to play bigger.” No matter where you start, you can achieve extraordinary results if you show up, stay consistent, and give yourself the freedom to pursue greatness.
Trent Shelton
Trent Shelton followed with a deeply personal session on mastering self-worth. He said, “You have something inside you that you haven’t met yet.” Transformation, he explained, requires application. Knowledge alone doesn’t create change—action does. The story can be referenced to James 2:14-26, faith without works is dead.
He introduced the I.V. to Success and asked the crowd to write down one life goal. I wrote: “To walk into my household and love where I live.” Trent explained that self-worth dictates our success. You don’t rise to your aspirations; you rise to your self-worth. Most people operate at 30% self-worth, which limits their ability to handle success.
He broke down three core self-metrics most people score low on:
• Self-Belief: Stop trying to prove yourself to others—prove it to yourself.
• Self-Trust: Many people blame circumstances instead of taking ownership.
• Self-Confidence: Confidence is the mask we often drop during adversity.
The solution? Live legendary. Take radical ownership of your life by adopting this mindset: “It’s all my fault.” When you accept responsibility, you reclaim your power. “I am the problem” becomes “I am the solution.”
Trent then shared the Prescription Glasses Allegory. God gives you a vision specifically for you. Others can’t see it because they don’t have your prescription. Imposter syndrome happens when we let others wear our glasses and judge our vision.
He closed with two powerful lessons:
1. “If it’s not a Hell Yes, it’s a Hell No.”
2. Adversity is growth in disguise. A rock from a lawnmower that hit his daughter’s head revealed a tumor that could have gone undetected. Adversity is a terrible gift wrapper—but the gift is always worth it.
Russell Brunson - One To Many Presentation
Russell reminded the audience that every business problem comes down to three things:
• Weak Hook
• Weak Story
• Weak Offer
He broke down his One-to-Many Sales Script (Perfect Webinar):
1. Origin Story: Connect on a human level.
2. The Map: Show the steps to success.
3. Internal Beliefs: Break false beliefs about themselves.
4. External Beliefs: Break false beliefs about the process.
Sales success starts with the offer. He provided a worksheet to help craft your offer the Offer Card Framework:
1. Origin Story & New Opportunity – It’s not about you—it’s about their transformation.
2. Map the Story & Steps – Show the path in a clear, step-by-step format.
3. Internal Belief Shift – Remove self-doubt with relatable stories.
4. External Belief Shift – Address skepticism about the method or process.
STEP 1
STEP 2
Key Takeaway
Most small business owners rely on word-of-mouth or one-on-one sales to grow. But after hearing Russell’s presentation on the perfect webinar, I realized how much faster you can scale when you sell one-to-many. That’s what makes the Perfect Webinar Framework so powerful.
With a single presentation, you can attract, engage, and convert more leads than weeks of back-to-back calls. And the best part? You don’t need to be a “natural” at sales. The framework walks you through exactly what to say, when to say it, and how to present your offer so that the right people are excited to buy.
Want to see how it works? Russell’s training costs just $7, and it breaks down the full webinar framework step-by-step.
👉 Click the button below to get access and start selling one-to-many today.
Eileen Wilder - The Power of Speaking & Identity
Eileen Wilder opened with a Steven Pressfield quote about fear and admitted she had been hiding for years. Her realization? “The problem with hiding is you rob the world.”
She introduced the BITS Framework (Belief & Identity Transformation System) and explained the key difference between amateurs and pros:
• Amateurs over-teach.
• Pros tell stories that make people feel something.
Speaking is the skill that pays the bills. She emphasized that sales is a transfer of energy. Command energy, not needy energy. Be a leader—not a follower.
She referenced Gideon from the Bible, illustrating how God called him a king even though Gideon only saw himself as weak. The takeaway? “I am” shapes your destiny.
Armand Morin - Offer Stack Mastery
"Every word you use has to earn its place." - John Carlton
Armand Morin closed with a technical breakdown of the Offer Stack. He compared presenting offers to classical music—start slow, build momentum, and finish strong.
The Offer Stack Components:
1. Product: The core offer.
2. Bonuses: Must feel complementary and logical.
3. Price Value: Show the true value before the discount.
4. The Drop: Reveal the discounted price for decision-making clarity.
5. The Price: State it clearly, confidently, and with conviction.
Words matter. Language shapes perception, and the wrong words can kill conversions.
FHL 2025 Day 2 Session 2
Ashley Kirkwood - Live Events Using Props
Why use props? To avoid being boring and to create memorable, engaging presentations.
The Theory of the Sale:
Formula: Every (audience) should be selling to large companies, and (offer name) can help.
Addressing Objections:
Create a comprehensive objection list ahead of time.
Example: "I'm not a punk" → objection behind objection is often fear of commitment or cost.
Common objections: Money, Timing, Fear.
Understand the belief behind the objection:
"I don't have money" often means "I don’t want a financial obligation."
Prop Strategies:
Easy: Household items.
Medium: DIY props.
Hard: Custom props.
Big takeaway: Visual tools simplify complex ideas and make sales presentations more engaging.
Russell Brunson – One Funnel to Rule Them All
"Properly exploited, one good idea is worth more than 10 lifetimes of hard work." – Gary Halbert
The Linchpin Funnel = The One Funnel to Rule Them All:
Opt-in → Webinar → Sales → Order → Upsell → Thank You.
Webinar Success Strategies:
Pre-webinar offer: Create anticipation.
Indoctrination videos: Build excitement to increase show-up rates.
Book-to-Webinar Flow: Use a thank you page from a book opt-in to push attendees toward the webinar.
Sales Mindset:
"People stop buying when you stop selling—or when you offend them."
Run consistent, value-driven promotions to maximize revenue.
Case Studies:
One Funnel Away Challenge – two webinar pitches boosted retention.
Magnetic Marketing – used MIFGE funnel (Most Incredible Free Gift Ever).
Think and Grow Rich Challenge – built massive engagement from a simple challenge.
Prime Mover Launch Strategy - Start with your existing list → use the revenue to fund your paid traffic.
Tim Shields – Webinar Strategies for Explosive Growth
Webinars outperform static sales pages by 6x.
Challenge vs. Webinar:
Challenge: For offers >$2,000.
Webinar: For offers <$2,000.
Webinar Framework:
1. Origin Story: Relate to audience pain.
2. Present the New Vehicle: Introduce a better, easier path.
Lead Magnet Strategy:
Offer real value with the lead magnet.
Use it as a live giveaway to increase engagement.
1. Dramatic Demonstration: Make the transformation visually clear.
2. From Pain to Pleasure: Focus on relieving their current struggles and highlighting the joy of the end result.
Lead Magnet Tips:
Publish the lead magnet as a book on Amazon to boost perceived value.
Match images across emails, thumbnails, and landing pages for consistent branding.
Show-Up Boosters:
Email & Text Sequences 3 days before the webinar.
Countdown timers on the thank-you page.
Webinar-only giveaways to encourage live attendance.
Conversion Tactics:
Surprise Bonus: Add an unexpected bonus mid-webinar.
Table Rush: Call out names of recent buyers to create FOMO.
Funnel Optimization: Track where people drop off in the funnel and address those bottlenecks.
Josiah Grimes – Video Sales Letter (VSL) Funnels
The 2 VSL Zones:
Happy Zone: Low ad costs, high sales.
Sad Zone: High ad costs, low sales.
VSL Framework:
1. Bold Claim/Problem Statement: Start with a powerful hook.
2. Why You Care: Share the personal motivation behind the product.
3. Credibility & Likability: Establish authority without arrogance.
4. Market Factors & Urgency: Explain why now is the time to act.
5. Three Secrets: Simplify the offer into three digestible insights.
6. Future Pacing: Help the audience visualize life post-purchase.
7. Call to Action: Book a call → Requalify → CTA again.
Data Insights:
C-ROAS (Cash ROAS) = The most important metric.
Use quizzes and surveys to segment and qualify leads.
Advanced Tactics:
AI-Powered Funnels: Hyper-personalized sequences based on quiz results.
Frankenstein Funnel: Combines multiple funnel strategies into a single, adaptive system.
Russell Brunson, Todd Dickerson & Andrew Smith – ClickFunnels State of the Union
The Next Big Thing: Offer Lab
Easily sell other people's offers within your ClickFunnels account.
One-click integration like Zendrop for digital products.
Affiliate App Update:
Instant affiliate access for partners.
New Integrations:
1. Zapier: Enhanced automation.
2. Stripe: Dynamic pricing based on location.
3. Zoom: Automated one-to-many webinars for easier virtual events.
Survey Workflows:
Conditional funnels based on user responses.
Course & Community Updates:
Simplified course creation with customization options.
Community engagement tools upgraded for better retention.
"Framework Marketplace":
Sell your frameworks like Sam Brannan sold gold rush tools.
Closing Offer For Clickfunnels users: Launch your SaaS business → www.launchyoursaas.com/get-started
If you want to pay more for your leads, that's your business. If you want to pay less that's mine.
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