What does a real million-dollar offer actually look like? Russell reveals how he designed and sold a million-dollar offer—from client qualification to evergreen events—and shares why most high-ticket offers fail. A must-listen for founders building premium, scalable offers.
What does a real million-dollar offer actually look like?
In this episode, Russell pulls back the curtain on a rare, behind-the-scenes breakdown of a seven-figure high-ticket offer—how it was structured, why it was created, and what makes it fundamentally different from transactional consulting or equity deals.
Along the way, he shares hard-earned lessons on qualifying clients, building leverage through teams, running evergreen events, and why brand, community, and network effects are becoming the only defensible advantages in an AI-driven future.
This is a masterclass in high-ticket strategy, long-term thinking, and designing offers that scale without burning out the founder.
Why most high-ticket offers are still just “transactions”
The danger of equity deals without proven delivery
Designing an offer that aligns incentives for both sides
Why deep collaboration beats done-for-you execution
Why a million-dollar offer is as much about who you say no to
Structuring offers that only attract serious operators
Protecting your time, energy, and team
$250,000 paid upfront
25% of revenue from the first three events
Target outcome: $3–5M+ in client results
Optional next step: portfolio partnership after results are proven
Running a 3-day immersion that converts at a high level
First launch: internal list → fast cash
Second launch: paid ads → scale
Third launch: evergreen → freedom
How this model ran successfully for a full year with minimal founder involvement
Seeding a million-dollar offer early… then going silent
Teaching pricing psychology while demonstrating it live
How delayed reveals increase desire and commitment
Strategic role vs. execution role
Leveraging elite partners for scripting, storytelling, and offers
How funnels, copy, and optimization are built end-to-end
Why software is becoming commoditized
The coming collapse of traditional development roles
What can’t be easily replicated by AI:
Brand
Community
Network effects
Why info products alone won’t survive the next wave
Why companies like eBay still win despite endless competitors
How community creates defensibility
Why the next generation of businesses must be built around people, not just products
Launching a full app with community at the center
OfferLab expansion and massive affiliate growth
New high-ticket experiences and experiments
A mysterious unboxing involving Earl Nightingale’s original archives 👀
If you want to sign up for any of Russell’s Million Dollar offers you can drop me an email at justin@secretsofsuccess.com
00:00 high ticket here. I'm hearing rumors. Have you guys heard rumors? there's a million dollar offer. That's, that happened in Boise. 00:08 Did anyone else hear about this? Who in their business is thinking about having a higher ticket offer? Anyone? Anyone thinking of a higher ticket than you currently have? 00:20 Who would want to see the best person pitch a high-ticket offer and learn from it? Russell can't stand it because I always make him work every time I- I know! 00:30 Last time, I was what's your question? I had no question, I'm just going to make you tell us everything I So my question is, I would love to see a million dollar offer, what it looks like. 00:40 Would you guys want to see a million dollar offer? I do! Are you accredited? If I'm able to do this, can you, can I accept the money right now from you? 00:48 A hundred percent. Oh man. And, so you want me to show a strategy of what we did? Please, please, please. 00:55 Half of you guys were in the room for, how many guys were in the room last? I've always wanted to do, I have one, I have a million dollar offer, which is the seat license library, but I always wanted to do a million dollar offer in our business. 01:06 but I fought it because when I wanted to create a million dollar offer, I wanted to be not just, a transaction, most other offers are more of a transaction. 01:14 I was at that point, it's that's where I would want to, actually work with the person deeper, deeper level and that kind of stuff, right? 01:19 So half of it's just, to be able to qualify the right person. It would be fun to put my time and my team's time in. 01:26 In the past, I've dabbled a couple times just to see if I would it, where I would potentially have equity in someone's company or whatever. 01:32 But the problem I always had was, it always ended up that, anyone who, wanted me to have equity in the business wanted me to, we did for ClickFunnels, do the whole thing here. 01:40 just, write all the webinars, make the offers, do the pitches, do the trick. that's a lot of work. I don't want to do all that stuff. 01:47 Right. And so for years, I've just never done that. And then, some of you guys want me to call Jones. 01:51 she's walking right now. Hey, there she is right there! the whole, the basic story is, we were working on a webinar with with Katherine Jones, her sister-in-law. 02:00 And and I didn't realize. Katherine was working with, with McCall and Tanner, doing, helping the webinar. And every time I would, I would call them to Katherine to see what they're doing, these, those three are in a room, plotting and scheming and stuff. 02:11 And then Katherine came up, we did the webinar for a certification program. And she was telling me, everything that McCall and her husband Tanner were doing. 02:17 And we're doing behind the scenes for them. That's amazing. I was I have four webinars I want to create over the next, the next year, but it's going to take me a quarter. 02:24 It's going to be the year for me to get them all done. And she's hire those guys. I'll come in, to help you script all out. 02:29 And it'll be, and there's the ego things. I'm this is. What I do for living. This is where I teach people. 02:34 I don't need any help. Anyway, long story short, they came up, I told them, I was these are the four webinars I would do. 02:40 And so they drove from Utah. It was a five or six hour drive. And they mapped out, what they would do for all of them. 02:45 They showed up to Boise. They pitched me on them. And their ideas were better than mine. It was insane. And then I wrote them four really big checks and they built the structure and the event and the stuff. 02:56 And it was been insane. And so in the process, I was enjoying the process that they would take me through so much. 03:01 I was if I was ever to do this million dollar off. If you guys were involved, then, then I could actually do it because I could work on strategy. 03:07 They could work on, the scripting of all of the sales presentations, speeches, all kind of stuff. My team could come in and actually build the funnel. 03:17 We could consult on the launch. Strategy, and, then it became, really, really fun. so that was kind of the concept. 03:22 By that time, I wanted to do an event showing people what we were doing with selling a lot of event because selling a lot of event's been really good. 03:29 We've ran it now for a year, which is insane. I literally realized it was a year until my team was we should have a promo for the one year. 03:34 I'm well, yeah, in a couple months, we can do that. no, that's this month. I was what? We've done it 12 times. 03:39 And so the first time we did it, it was out of desperation. We did the event and it crushed second time. 03:47 We tweaked some stuff, did it again, third time tweaked some stuff, and then it was evergreen. And so we ran evergreen for the next five cohorts where I literally was not involved. 03:53 My only rule was I could not post on social the week. The event was happening because everyone thought I was live. 03:57 And then in January, we came back and we tweaked three or four things that dramatically changed the whole entire thing. 04:05 And so for a year of intestines, so I wanted to do an event showing those kind of things, about how to basically run a three-day immersion. 04:10 what does that look How do you structure? How do you do all the kind of things? And so, and then after we were planning that event, I wrote a sales letter for the event, then, then that's why I called Tanner McCall if I was I have an idea. 04:19 What do you think? What if we, and so, what we did basically the event was- I walked through all the processes of, how do you- how do you structure the event? 04:26 How do you run the event? How do you do the event? after you launch it, then how do you- what are the tweaks you make? 04:30 And then how do you- so you do, the first launch which is- to your internal lot- internal list so you can get the big pile of cash and money, then the second launch is, the first ads launch where you reinvest the money back into ads, and the third version is the Evergreen version where we try to get 04:43 everything Evergreen so that I can just step away and then it just runs on all the pile ours has. And so that's basically taught for a day and a half and then and then second last session, it was fun cause I was I did a price marinade, so on, I used what a price marinade is, so I did a price marinade 04:56 on day one where I was oh, we're selling this thing- I think it's a million dollars and then I just forgot, I didn't talk about it. 04:59 And then we taught price marinades, throughout the entire event, which was really fun, and then we came back later, I was who here noticed I did a price marinade on day one, and then I saw, half, everything's clicking, they're and they were oh no, you're selling something? 05:11 And I was hahaha. You'd be disappointed if I didn't sell you something. so yeah, we went through and, to deal with a million dollars off from the first one, this we've ever done. 05:17 We're basically, in fact, there's Annie back there. Annie's our first official client. What's up, Annie? So Annie flew in last night, or yesterday's Saturday, and- so basically what happens is- the first part of it, I sit down and work figure out the strategy of it, and then afterwards they go and spend 05:33 three days with McCall and Tanner and literally going through everything and they've script out the stories that emotional on the goshables does, the pitch, the offer, da-da-da-da-da-da-da build it all and then we come back in and my team, more ag- more ag, she's my secret weapon, she lives in, in London 05:46 . If you have a look her up, I will kill you. basically she's I've brained up my best vision of anything, and she takes it. 05:51 And then we have our funnel builders, our designers, our copywriters, and they just, she builds everything. So then, it goes to that. 05:56 so again, my, my funnel team builds the entire funnel. We do the launch strategy, we launch it, then we come back and our optimization, it does all the optimizations, figures it out, and then we, we help with the second launch, which is the ads launch. 06:06 And then back to optimization again, and then we do the third launch, the evergreen launch, you optimize it, and then, and that's kind of what it is. 06:11 So the million dollar off, Louie structured it, it was a million dollars up from, or it's $250,000 down immediately, and then, 25% of the first three events. 06:20 And, which hopefully will make, three or four million dollars off that, as opposed to a million. and that was the offer. 06:24 And so, and then, oh, the last thing was, at the end of that, if the experience is good, then we'd invite them if they wanted to become, a portfolio company, where we'd actually be equity partners in all f- their business and help them with all the other stuff. 06:34 So, that's kind of the, that's kind of what it is. And, the reason why, by the way, I did that is I have a big pet peeve of people who take equity in a company before they've proven their results. 06:44 I've had to, inside the inner circle, had to, uh, work through undoing contracts of people in their circle who would sign up somebody else for an equity thing in their business and then not deliver and like, I just hate that. 06:57 So I was like, I want to make them, again, I want to get paid a million bucks in front, I want to make them five or six million dollars, and then at that point we have a conversation like this. 07:03 We're good. Should we do more stuff together? And so that's kind of the testing ground is just to find the right partners and stuff. 07:08 And so, um, we're also, I mentioned earlier, we're going to be pitching this to VCs and like, the big companies, but I'm more. 07:15 We're excited about bootstrap companies. So the literal name of the company is bootstrap ventures. Cause, um, I'm going to work with bootstrap companies and then maybe we'll let some of the non bootstrap people learn some bootstrap skills. 07:24 But, um, that's kind of, that's going in. So there's our million dollar offer. Love it. Love it. Any questions out there on this, huh? 07:31 Huh? Justin's asking to buy in questions. Uh, Steve, can you get Justin's credit card and we'll- Yes, that's right. That's right. 07:40 I think it's on file here somewhere. Um. I guess if there's- if there's, um, for me on the- the million dollar offer- the thing that I don't know, anyone else, there was an open loop that he had earlier. 07:51 Was anyone else picking up on that? There was just some of this little baby project over here. Any, any, uh, any insights you want to drop here? 07:58 here. I don't know what it is. I'll- I'll give you one thing. 08:08 Okay, this is umm, yeah, most of my team doesn't know about this project, so I can't. But- Thinking through things, right? 08:13 A.I. coming as fast as it is. I talked about the last inter-circle meeting, and whenever that one was the big event. 08:24 But like, especially as a software company owner, a software shifting. Um, if you look at, um, uh, Mark Benioff, your own Salesforce, he literally came out publicly on TV and said that Salesforce would never hire an engineer ever again. 08:38 Um, people who are my partners. Uh, don't think there's a purpose for, within two years now, there'll be no purpose for developers. 08:48 Um, if your kids are going up to be developing developers, you tell them to drop out today. Uh, cause it's just, it's, it's dead. 08:56 The, the, you can build software without it, and we're, by Year and a half, two years away from just, there's no engineers. 09:03 And so, that, that causes a scary problem. Especially in two years when you're like, I want click funnels. And then you'll be like, here's click funnels, right? 09:10 I want eBay. And then, like, the software, like, AI can literally go to, let's go through everything, figure out days. 09:16 And bit of structure, schema, all kinds of stuff, and come back. And you have your own clone of eBay. So that's scary, right? 09:21 It's offering a c***. Like, what's my, what's my unique value? And so, um. There's a lot of time talking about this. 09:29 And like, when it all said down the thing that, that we thought about, it's like, okay, if there's ebay.com and there's 200,000 other eBay competitors, like, what makes ebay.com still valuable? 09:37 And it's, the network effect is the people, it's the 25 million people a day that sign up to ebay. Like, that's the value, right? 09:46 And so for me, in this window, the next two years is like, how do we create things that have network effect? 09:51 Um, because that's the only thing that's gonna have value over, over long term, right? And so, part of that's like, uuuh, uuuh, even if you're not a software company, it's the same thing, right? 09:58 Community is the network effect. Like, the funnel hackers, the community, these kind of things, like, this is, this is, there's intrinsic value in that. 10:05 Um, so community is important, brand is really, really important, and, um, and then developing tools that have, uh, network effect. 10:12 And so, that's, that was the question we're trying to solve. And so, this idea is, is my version of that, but I think, hopefully, we'll figure out how to solve it. 10:22 But, um, yeah, those are the questions I'd be asking you guys. I mean, I mean, how many of you guys are in info product business? 10:29 Most of us in some version, like, info is becoming commoditized. Like, like, last night, I asked ChatTBT the most insane question that makes the, like, we take, there's no course on it. 10:40 It's like, it's some religious question. I was, like, trying to figure out, um, the beliefs on this thing based on every major world religion. 10:48 Like, I want to know what the Muslims believe, the Jews, the Mormons, the Christians. Like, I want to know every version and then from that. 10:52 And it's like, and within, like, 18 minutes, it pops out, like, bleh. And I'm just like, bleh. Like, this is insane. 10:57 Like, I can never buy a course on this. I got it in 18 minutes and, like, the most customized. So it's like, content's gonna be harder and harder and harder. 11:05 So it's like, those are things like brand, community, and network effect are the things that, like, all this is gonna be focusing on. 11:13 To be able to be in business in two years from now, because it's, it's not what worked over the, the, the, the, you know, the past. 11:20 And so doubling down on all those things is hard, hard as we can. We're launching our full app. This week, and the video one drops tomorrow. 11:28 And you guys, if you watched the three videos leading up to the offer level, I'm just like, just notice, uh, the messaging, those are insane, those are how I'm weaving back in community and trying to describe and personality. 11:40 And like, just trying to, like, weave these things back into the narrative that, um, we were, when we launched ClickFun's initial, we were so strong at it. 11:48 I think I've, haven't been a strong last couple of years, so it's like, you'll just notice how heavily it's like, that's what we did. 11:53 Like, that's the, that's my brains out all the time and I was just like, alright, those are things. Brand, you know, brand community network effect. 12:00 Like, how do we, how do we keep those? Those are the most important things, so. Alright. Well, I heard OfferLab, who here doesn't I don't have an offer. 12:11 Why? It's curious. You have a hurry? It's amazing. We're going to be putting in probably 250,000 affiliates in the next 14 days, so if you want someone to put out your product for free, just. 12:25 It takes less than 10 minutes to draw for an offer. Uh, it's really simple, but yeah, the more offers we get in there, the better is for me and for you guys. 12:35 And then imagine. People are. Building funnels that are throwing your, you know, Justin's, Justin's product on the front end. My upsell, your order form bump, your up, downsell. 12:44 Like, I feel it's built to build a funnel in 30 seconds to launch it. And so the more things you have in there, the more opportunities you have people grabbing stuff and, uh, and pruning your things. 12:53 It's, it's. That's right. It's really exciting. I'm really excited for it. Alright, final question. We're in orange. What's in the box? 13:00 Ohhh. Couple of, I spoiled it to the crew that was here Thursday Friday. Umm. Do you see the big box over there? 13:08 Anybody has one room that was in there? Umm. Have you guys know Earl Meingale is? The strangest secret? So Earl Meingale, uhh. 13:18 Ah, mid-28. You can't tell the stories. Earl Meingale wrote the strangest secret. It was the first, uh, spoken word record that went platinum and all that kind of stuff, right? 13:29 Um, anyway, so we've been doing this work with, uh, with the nightgale conant found. But, uh, I got re-stout by, um, actually she tried to sue me, which is how I met initially. 13:38 She's great. Um. So, Earl's a great way to get Russell's attention. Just kidding. So, uh, so Earl's, uh, widow, named Diana, she's amazing. 13:47 Uh, she, she saw us launching. I don't think she's, like, trying to sue me, and I was like, what you think? 13:52 I'm working with these guys. She's like, oh, okay. And then she's like, well, they don't have the real stuff. Like, I have all Earl's real stuff. 14:00 And I was like, oh, really? So, we started a conversation. My wife and I flew down there. We met her. 14:05 We hung out. She's as nice as per- never. Uh, and she shows all of Earl's stuff. Like, the actual gold record from when he won it was on her wall. 14:12 His typewriter, his cufflinks, his glasses, uh, filing cabinets of just all. Cause back in the day, uh, radio was, um, the rules, right on- you couldn't just, like, like, nowadays we grab a mic and we just say whatever we want and we're a bunch of idiots and we don't edit anything or plan anything. 14:28 Back in the day, like, uh, the radio series had to pre-approve what you'd say cause you'd say something and they couldn't cut it. 14:34 And so- So Earl would, like, hand type out every radio show he would do. So he was filing cabinets of all his radio shows. 14:40 He'd pull him out and then you can listen. He's just reading what he got approved that he had written ahead of time. 14:45 So, like, all these filing cabinets of all his, his, um, his things, uh, his two books. It's like all the manuscripts, all the edits, all the everything on him. 14:54 A whole bunch of stuff. Anyway, it was, it was insane. So we spent a month going back and forth, negotiating with her on a lot of stuff. 15:01 And that box has got, uh, everything that'll let you go left to this world is inside that. That box right there. 15:07 And I haven't opened it yet. This is very difficult for me, cause, but we're going to be doing a big unboxing, uh, video to get people to buy secrets to success. 15:18 So we're going to do a dramatic- demonstration of me unboxing it. I think it's a, in two, it's a week after off a lot. 15:22 I think they're two weeks from the 12th of September. Yeah. So this is impressive. I mean, that's been sitting there for a month without me opening it, which normally you ask my team, I'll be in the middle of a webinar and the package comes in. 15:32 I'm like, opening it while I'm trying to, like, pitch something. I can't not see. Oh, so yeah, that's, that's what's in there is, um, all oral stuff. 15:39 So, um, it's insane. It's really cool. Um, anyway. And they're main. Or may not be a high ticket offer coming where you can come with us to Chicago because we have to go pick up some more of the old radio reels and do a bus trip back. 15:58 Who knows? You know, how fun would that be? Kind of. Try getting on a buster for years. He's like, all right, this is 100k. 16:04 We go from Chicago to Boise. We do, uh, you know, mastermind. Anyways, drive is that. You know, it depends how fast you go, how many stuff. 16:13 But anyways, well, there it was, everybody. I hope you guys all get your high ticket offers out there and you put them on offer lab. 16:19 Thank you. Don't put a million dollar offer on. No million dollars on offer lab. I don't want to click up sell a million dollar offer. 16:25 You never know. But the other offers, yeah. If you guys need help in the Inner Circle chat group, I linked with some guys who were paid. 16:31 I don't know they're here today. But they're literally just moving, not moving. They're putting people's offers an offer lab for free. 16:38 Um, me blasting all the Inner Circle. Most of my friends, they've only had three people who have actually done it. 16:46 They have, like, ahh, they're like, yeah, I'd love to do it. And then no one would fall, cause they're calling and texting and no one else would follow up. 16:51 So it's like, I'm paying for someone to do all the work for you. So, if you like free money, you should just, it's free. 17:00 It doesn't cost you anything. So, just put it out there. Alright, alright. I believe it's, uh, what time is it? 17:07 What time is it? if we're being honest, I've been here eight and a half years and never had this happen before, where we're actually ahead of schedule. 17:16 So they said lunch will be ready in about ten minutes, so we could do a walk and talk. We can walk straight into lunch or we could try to get one more in before lunch if we wanted. 17:25 So, uh, either way, who's up next? He, he- he be Robin Melissa Stevenson so wrong. You gotta go after lunch. 17:30 It's up to you guys. Stephanie's in actually. They would it. They would love it. They did actually funny story. I know I'm not supposed to do this, but um, I'm just trying to buy some time. 17:42 We've been calling up Robin Melissa Stevenson. Um, they've been on how many stages? We're like, welcome to stage. Robin Melissa Stevenson. 17:48 Finally at M.I.P. after six years of saying it wrong. It's- So just in case anyone's wondering, um, it's Robin Melissa Stevenson. 17:57 So. Yeah. And you're still here. Thank you, by the way. We had someone else who's the name wrong, and they left our community. 18:04 They're angry. They hate me forever. So thank you for like- I knew the whole time, by the way. 100% my fault. 18:11 So what you guys like to go before lunch? Yeah, we're fine. Whatever works. Well, perfect. So. But then let's put our hands together for Rob and Melissa