Hey there everybody. It's been welcome to hack that funnel radio. Today we're talking about why information products suck. So here's the ugly truth. A lot of us buy a lot of information products. If you're like me then you are on a buying frenzy. Like I was at Byron Heat for three years while I was building this out with clients. Like I would just buy an everything like Facebook training. That sounds great. You made a million. Yeah, apply that training. I was just in heat. I was ready to buy everything cause I want to learn, learn, learn, learn, learn, learn, learn. Guess what? Learning does not equal profits. So back in the day, never. You need a lot of us. We can know that. But we don't really know that one behind was like in elementary school I had just moved. Uh, so my family moved around a lot when I was young. I'll start there. My family moved around a lot when I was young and um, we had just moved from Washington to Idaho and I was living in Idaho. I was still, I wasn't among friends. I didn't really know anybody. I felt extremely awkward. And uh, as I was sitting at my desk, um, this gal raises her arm or the teacher asks a question and galleries are armed to answer and the teacher points or it says everybody take note. She always has her hands up, hand up and she's always asking a question. This is a smart girl. You're going to go far. Now I still know that girl to this day. She's a spectacular girl and she is extremely smart. I stroke for the next seven years, six years, uh, middle school and high school to be smart. I wanted to be smart. Oh, I want to just be smart because if I was smart, I was I going to fail? Am I am I teachers or are be proud of me. Oh, that's all. I just wanted them to be able to look at me and now look at me like I was a failure again. I didn't want them to look and be like, that's the kid that struggles. I didn't want that. And I was like, I'm going to change whatever the freak I have to change. And so I hung around. The smart kids didn't quite fit in and they knew that. But you know what? I liked them. We had fun. I was, I didn't mind being a nerd and I was turned into a total nerd and I loved it. And so I spent years trying to be smart. Guess what? Being smart is you just about as much money as being cool. It didn't, it doesn't go very far. I trust me. So what does make you money? What really makes you money? At the end of the day, if it's not an information product that's being sold to you for nine 97 does it have a pathway to success? Yes. More than likely. What? Can it suck? Yes. Why can it suck? I realized this when I did my very first funnel hack and a, I don't know how to explain it other than the fact that after all of the education I've taught, I've taught about bought tens of thousands of dollars, $20,000 now 30,000 worth of products. Guys, I'm in this game and nothing taught me more than the day I spent funnel hacking, learning about my market, learning about what it was selling, learning about what headlines were using, what funnels were working. That day in and of itself taught me more than anything else. And the question is why, why did it teach me more? The king of clickfunnels is Russell Brunson. I love Russell Brunson to this day. Met Him several times, great guy, love everybody at click funnels. And he turned to me earn, he didn't turn to me. I'd always say that I didn't stop saying that. He, he was telling a story where he was talking about when he hadn't made any money as a funnel builder yet or as, as as a business period. And, uh, he was trying to build funnels and it wasn't really working and he was mostly buying everyone's products. And then it got to a point where he couldn't buy anymore anyone's products anymore. And once he got to that point where he couldn't buy any more products, he did something very unique. He watched what people were doing, how were they selling, what was the email sequence? How did they structure their emails? How do they structure their video