Russell Brunson

I was thinking, I was like, most people, let's say you're a doctor, right?

And you go to college and then you go to medical school and you graduate with like a million dollars in debt, right?

and let's say you're making, you know, it's half a million dollars a year, right?

But then if you wanna give yourself a raise, it's like, hey, we have to go back to college for two years to specialize in the thing.

And you come back, now you're a specialist.

You're another like, you know, half a million dollars in debt, but now you can specialize.

So now you can charge $750,000 a year instead of 500,000, right?

You gave yourself a raise, but took two years and half a million dollars in debt.

I'm like, I just gave myself a raise by changing the color of a headline.

And I remember I was just like,

this is the most insane thing ever.

And so for me, this is like the science of funnel building for me began was me literally just testing this versus this, this versus this, this versus this.

And from that, we invented the two-step order form.

Like all these things came from us just coming down and just thinking through this process.

Like what are the little tests we can make every single day to make our business better?

What's up, everybody?

Welcome back to my vault.

Today, I'm bringing out another book, and we're going into some advertising today with one of the legends of advertising, John Caples.

He's written a lot of really cool books, but my favorite of them all is called Tested Advertising Methods.

This is a first edition.