Understanding funnel stacking is the key to survival in 2021 and beyond. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Good morning, everybody. This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today is webinar day. I'm excited. Hopefully it's webinar day for you too, because webinars day, as long as you don't mess it up, it's usually payday. So, got some cool stuff to talk to you about. I'll be right back after the intro. Okay. So, heading to the office today, today is webinar day. That's a special webinar day, and I'm excited. I had a lesson that I want you to learn from this. So, how do I phrase this best? So, I just know when we first launched ClickFunnels, the way we did it was, I did a webinar, every single... Well, I told people I'd do a webinar a week for a year. But I was doing like three to five webinars a week, sometimes two or three a day for a year. And that's how we blew up ClickFunnels initially. That gave us initial momentum to get things into outer space. And then, over time we've got funnels and we do funnel stacking. Someone buys a book and they're pushing a webinar, and then from there, we take them through a whole sequence to get people to ascend and move up. And a couple of years ago I did a funnel hacking lab, I gave a presentation called, "Funnel Stacking," and talked about the importance of it and why it's like, have just a funnel, is not... Some people's business is like one funnel, that's their whole business. I'm like in the future, you got to become better at funnel stacking, which is like taking from funnel one to funnel two, to funnel three and moving them up your value ladder. And back then it was like, because this is how you make more money, but it wasn't like a necessity. And you probably heard me say before, one of my favorite Dan Kennedy quotes, he said, "Whoever can spend the most money to acquire customer wins." So, that's why funnels are so essential. When I got started back in the day, you guys heard of my story, right? I sold a potato gun DVD, and that's all I sold, and I was able to make money on that. But then Google shifted and got more expensive. And so we had to build out funnels to be able to still be profitable. And honestly, for the most part, I think most business owners over the last five or six years can have a funnel and make money and be profitable because just the funnel metrics. But something's happened over the last couple months and you may have heard of this. Our friends over at Google and our friends over at Apple and our friends at Facebook all started hating each other and fighting and battling. And because of these wars, all of our tracking and all sorts of stuff shifted, it changed. And I'm not sure if you've noticed it, we've noticed it, but the cost per acquisition or cost to acquire customers has gone up dramatically in most of the businesses and most of the funnels we have because of these new updates. And it's super annoying. But guess what? For those of you guys who are listening to me who are funnel hackers, who understand this stuff we've been talking about, is a slight annoyance that'll actually yield you more money at the end of the day because you understand these principles. Okay? So, what's going to happen is, first off, everybody who just had a funnel and that was their business, it's going to be harder for them to make money in that funnel. They're going to get closer and closer to break even, or losing money in their funnel. And a lot of people, a lot of your competition, a lot of people around you are going to be out of business. So there's number one. There's the bad news, a lot of people are going out of business. The good news is, most of your competition is going to get out of business, which means eventually at cost is probably going to drop, your ability to serve people is going to be easier. And so, those who stick through th