Russell Brunson

I told a story about my mentor, John Rhys, making a million dollars in a day and how he broke my four minute mile.

I then introduced a two comma club award with hundreds of entrepreneurs who had already crossed a million dollars in sales using funnels.

I wasn't selling anything yet.

I was building the belief that funnels were the vehicle.

I was establishing the moral foundation that this is the right path.

Step number three is the escalation.

I call it the price marinade.

This is where I did something that I've never done before.

And honestly, I was terrified.

15 minutes into the 90 minute presentation, before I showed a single piece of proof, I told 9000 people exactly what I was going to ask them for.

I said at the end of this presentation, I'm going to ask you for $11,552.

And then I did the math with him.

If you're a $100,000 company and I can 10X your company, that's a million dollars, would you trade $11,000 for a million?

Now, if you're a million dollar company and I help you to 10X, that's $10 million.

Is $11,000 a good deal for 10 million?

And that's the escalation.

I was taking the price from, man, that is a lot of money, to, wow, that is nothing compared to what I'm promising.

And I was doing it before the proof, the same way the Armada was deployed before the bombs dropped.

You make the conclusion feel inevitable before you even get there.

Step number four, the emotional lock, the public commitment.