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The Marketing Secrets Show

The Marketing Secrets Show

Author: Russell Brunson

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Welcome to the Marketing Secrets podcast!

This show is for entrepreneurs and business owners who want to learn how to market in a way that lets us get our message, our products, and our services, out to the world… and yet still remain profitable.  

Learn from Russell Brunson, the world-famous internet marketer and a co-founder of the largest funnel creation software ClickFunnels. 

Inside each episode, Russell shares his biggest “a-ha moments” and marketing secrets with complete transparency. From tough lessons learned, to mindset, to pure marketing strategy, Russell pulls you into his world and shares his personal journey and secrets to growing a business from $0 to $100,000,000 in just 3 years, with NO outside capital!
375 Episodes
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Here’s a cool case study of a band that performed a concert every single day for a year. Listen to this episode to find out what happened to them and how this relates to you. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey everybody, this is Russell Brunson, welcome back to the Marketing Seekers Podcast. I want to share with you guys what I consider an insane case study that isn't necessarily from the business world, but it's following a business principle that I talked about all the time, and it happened for a little band. So with that said I'm going to cue up the theme song. When I come back I'm going to share with you guys the story about Jim and Sam. All right, so as you guys know I've been talking about publishing for years about the power of it and why we should be publishing daily, and I remember at one of our Two Comma Club X events I made a statement, I said to everyone in the audience, "If you will publish every single day for a year by the end of the year I am convinced you'll be financially free," and I think a lot of people looked at me and said, "Cool." Some people said there's no way, and very few people actually did it. People have and those people insanely enough are having a lot of success right now. So anyways, I still stand by that. You pick where you're going to publish at and do it every single day for a year you should be successful because a couple things are going to happen. Number one, it will give you a chance and give you time to find your voice. And number two, it gives your audience enough time to come and find you, right? And so, that's kind of the reason behind it. And so, what's cool is this morning Brandon Fisher who's one of the guys here on my team that does our all our video stuff he sent me this trailer, and I haven't watched the documentary of it. I watched the trailer this morning, and it was amazing, so I highly recommend it. If you go to wearejimandsam.com you can go and watch the trailer for this documentary called After So Many Days. And so, I didn't know why he sent it to me, so I clicked play, and in this minute and 50 trailer for this documentary it tells a story about a couple, newlyweds named Jim and Sam, who've been trying for a decade to hit it with music. They were playing shows, they were practicing, all sorts of stuff, and for 10 years had no success, and they decided they needed to do something crazy, like we need to figure out a way to make this thing successful. And so, they decided that they were going to do a show every single day for 365 days. Right? And again, I haven't seen the documentary yet. I am so excited to go and watch it, but just from the trailer you see what happens is they go out there and they start doing a show, and some of the shows are next to these guys cutting down trees because they're the only person that will listen to them. Some of them are in these little bars, some of them are just wherever they can find a place to perform a show in front of humans, right? And they start doing this, and they start doing this, and by the end of the trailer they're performing in front of these audiences of tens of thousands of people. And there's this quote at the end of the trailer that was so powerful. In fact, I wrote it down. I just wanted to share it with you. At the end of the trailer he says, "So here we go, making something happen every single day," and then, boom, they start on this journey. Anyway, I wanted to share it with you because, man, so many of us have this dream. We have our art, right? For Jim and Sam it's their band. For you it could be an offer, a product, a coaching program, a book, a course, a CD, a physical product, a service you do. It could be whatever, right? We have this vision, we have our dream, and we go out there and we try to put it out there. But the magic of this, and again, I cannot wait to watch the documentary. It'll probably end up having 10 more episodes. I'm going to be geeking out about this, but the concept of like, all right, if we're going to be successful it's not just going out there and dabbling, or going out there I'm going to read a book, I'm going to go try to whatever. It's like, here we go, making something happen every single day. What are you doing every single day to make your dream come true, right? What is it? Right? And for most of us if we're selling stuff online is publishing. I know Nathan Barry who was the founder of ConvertKit, a great software program, he said the same thing. He's like, "I'm going to write a blog post every single day for a year," and he sat down and he started doing it, and first it was really, really hard, right? But then, he got into the habit of this every day I'm going to sit down I'm going to write 1,000 words, write 1,000 words. Every morning do 1,000 words, 1,000 words, and by the time a year had come up his company had blown up, so many good things happened from it. And so, I think for all of us, man, they just serve as such a good reminder. How do we publish something every single day, right? And so, this is the rallying call, okay? As you guys are going to commit to this and say, "Okay, I'm going to do this." The rallying call is this, "So here we go, making something happen every single day." So what is that for you? What is that level? What's the thing that if you do every single day it's going to change everything for you? You got to figure out exactly what that is and then focus on it and do it consistently every single day for a year. If you do that a couple things happen. Number one, you will find your voice, okay? I guarantee that by the end of performing a show every single day for a year, what happened? They got better. They figure out if people like it, or if people didn't like it. They mastered their craft, right? And the second thing is they're going out and doing this over, and over, and over again. The consistency gave their audience a chance to find them. I talk about it in the Traffic Seekers book as well. I shared one of Nathan Barry's thousand blog posts, or 100 blog, whatever, 365 blog posts he did that year. One of them is called You Have to Endure Long Enough to Get Noticed. And he talked about it, he said you know what's interesting? You think about TV shows, or movies, or documentaries, like how many TV shows did you find out about season four or five, right? So the problem is there's so much content being created all the time that the market, the world, waits to see what's good enough that's going to rise to the top, right? And so, it's testing you. I think for all of us it's like, okay, the universe, God, the market, whoever is testing you to say, do you really want this? How bad do you want it? How bad do you care about your message? Do you care about it enough to blog once a week about it? Do you care about if you're going to blog every day about it? Do you care about that every single day you're going to make something happen? Because if you do, if you are, then you get rewarded. Okay? There's a reason now that I'm still having so much success in my business, right? Despite the ups, and the downs, and all the things I have been doing this now for 18 years. 18 years I've been beating this drum over, and over, and over again. I beat this drum when nobody was listening. I beat this drum when people were angry. I beat this drum when clients were leaving me. I beat this drum and I keep doing it, and doing it, and doing it because I believed in it so much, because I cared about it so much, because I knew the impact it could and would have if I just kept doing it, and kept doing it, and kept doing it. And now, 18 years later, and I'm still learning, I'm still becoming better, I still make tons of stupid mistakes, right? But 18 years later I've found my voice, right? And my audience is finding me, and it'll continue to hopefully continue to grow and keep evolving, but that's definitely what's happening. So hopefully I gave you guys some encouragement. I highly recommend if you want to get motivated just go to wearejimandsam.com and watch the trailer. Like I said, I'm totally going to go watch this documentary. I'm pumped to see it. And again, it's called After So Many Days. That's the name of the documentary. And I'm going to end this podcast with the line that ends the trailer, "So here we go, making something happen every single day." What is that for you? Commit to it, do it, and if you do that again two amazing blessings will come to you. Number one, you'll find your voice, and number two, your audience will find you. Thanks again so much for listening. I appreciate you guys all and I'll talk to you all soon. Bye everybody.
Instead of asking “What do you want to be when you grow up?”, let’s start asking this question instead. On this episode, Russell talks about the importance of considering WHO you want to serve, before you start working on WHAT you are going to provide. Sometimes you might end up wasting time doing a lot of work for something that won’t actually help the people you are called to serve. ---Transcript--- Hey, everybody, hope you guys are doing amazing today. It's Russell Brunson. Welcome back to the Marketing Secrets Podcast. In today's episode, I want to rewrite what all of our parents have been telling us for generations upon generations. And hopefully, save me and you and our kids from the same frustration, because if we fix this, I think we'll fix everything else. All right, so, this is my thoughts today, and I hope you don't mind me sharing with you. But inside of our community, we talk about the fact that, I believe, each and every one of us is called to serve a group of people. It's like, for me, I was called to serve entrepreneurs. And so, I figured like, who are the people I'm supposed to serve? They're entrepreneurs. And then it's like, well, there's a lot of entrepreneurs in the world. Who are my entrepreneurs? And so, my entrepreneurs are funnel hackers. And I give them a name and a title and a belief and all that kind of stuff. And it was interesting because as soon as I knew, oh, here's who I serve, these are my people, this is who I'm supposed to serve, then everything else came really easy. Then it was like, well, what do these people need? Well, they need this, they need this, and then, the ideas, the products, the services, the events, the coaching calls, the podcasts. All the things became easy when I first identified, who am I called to serve? And then, giving those people a name. They're my specific people. Because saying, "I serve entrepreneurs," is tough because there's a lot of people serve entrepreneurs. Now, I'm fighting and competing against everybody else. It's like, no, I don't serve all entrepreneurs, I serve my entrepreneurs, my funnel hackers. And so, it's interesting though because I was talking today with some people, and there's a phrase that we hear all the time when we were kids. It's, what do you want to be when you grow up? And people like, "Oh, I want to be a dentist. I want to be a doctor. I want to be a football player. I want to be... " We talked about who we want to be. But you think about how we actually make money, how we actually start businesses, it's not about who we want to be, it's about who we want to serve. It's like this little thing. And so instead of, with our kids asking them, what do you want to be when you grow up? What do you want to be when you grow up? Or asking the kids who just graduated from high school, what do you want to be someday, when you... After college, what do you want to be? I think to ask that question, what do I want to be, sends us on a wrong path. I want to be a dentist. Okay well, how do you be a dentist? Well, you got to go to school here, and you got to go to school here. And then, when all that's said and done, then you become a dentist. And then, you get your dental degree. Now, you're able to clean people's teeth. And then, cool, now, you can clean people's teeth, the question is, who do you serve? And you're like, I don't even know, I'm a dentist, just everybody probably. And it just puts you on this long, long, long, long, long path that before you ever get to the real question, which is, who are you called to serve? I think we should start switching around like, well, who do you want to serve? Who are your people? Who's your tribe? Who's your whatever you want to call it. So looking at that standpoint, it changes everything. It changes how you start looking at this business and starts changing all the different things. And so, my question for you is you're starting this journey, wherever you are is not so much, what do you want to be when you grow up? And I've asked myself that a lot. But it's like, who do you want to serve when you grow up? Who is the group of people that you're the most passionate about? Who is that if you woke up every morning and be like, okay, this is the group I get to serve, it would change everything for you. And then, if you have that and you have that person, then you figure out like, what's your name for that group? Who are your people? Then, all the ideas start flowing easier. I think when I first got started in this business, and I talked about this a little bit in the Dotcom Secrets book, for those who have read it. If you haven't read the new updated version, by the way, please go get it. I promise it's worth getting the new updated one. But I talked about how I started my business. What I was focusing on, I was like, what do I want to create? I was like, I want to create this product and this product. Again, a question, a lot people chase down, but it puts you on a really weird path. I was like, well, I want to create a product that does this. Because I had this idea. I want to create a product that does this. So I started creating these different products. I thought that was the path, I started creating them, and I was selling them. And luckily, I was able to figure out the process, and I started making money. But it was by default, what I created, it attracted a certain audience. And because I didn't ask, who do I want to serve? I just said, what do I want to create? And I create this thing. And then by default, what I created attracted a certain type of people to me. It's like bait. I'm not a fisher, but I went fishing one time. And I remember it was like different bait. If I want to catch... I don't even know the names of the fish, so embarrassing. If I want to catch a big fish, I want to catch a trout or a salmon or whatever, there's different bait. And the bait you throw out, attracts different fish to you. I have no idea if that analogy is actually true, maybe I just made it up. But I think it is. And if not, you guys get the gist. Right? Same thing, the bait you put out into the world attracts different people. And so, because I led with, what's the bait I want to create? What's the idea I have? What's the bait? I started doing that. I started throwing this bait out, not knowing what it's going to attract. And all of a sudden, it's like, "Oh my gosh, it attracted trout." And then, I'm like, "Oh, I actually hate trout or I hate salmon," or whatever your version of that. In the Dotcom Secrets book, I talk about that, how I woke up one day and I was laying in bed and I was like, I wish I had a boss, so that he could fire me because this is miserable. Like, I am not enjoying this experience at all. It was such a bad thing. And so, if you remember the default, what I should do, is I shifted away from what do I want to create? To, who do I want to serve? Who is my dream customer? I wish I would have led with that. I never did. And most people don't. We lead with, what do I want to be when I grow up? What do I want to create? Here's an idea hat. And all those things sent you on a path, but it's not a direct path. The direct path is who do I want to serve, then go find those people and figure out what they actually need, and how they want to be served. Because you come in with a product that people don't actually want, no one's going to buy it. And then, it doesn't work for you. And you're frustrated like, "Oh, this business thing doesn't work. Oh my grade, it didn't work." You don't need to have great ideas. This business is not about being super, hyper creative. That's not going to help you as much as you think it will. Like, "Oh Russell, you're so creative." No, no, no. I'm not that creative. I'm just really good at knowing exactly who I'm serving, and I pay close attention to what they want. That's it, pay attention. That's what the podcast episodes come from. That's where the books come from. That's where the software comes from. All those things are just coming back to, who is my dream customer? Who am I called to serve? And then, how do I serve them? What do they want? Wheat do they need? I pay attention. And then, that's what we create, that's what we go and do. So I want you guys to understand that, because again, I think so many times we look at it wrong. I think instead of asking our kids, what do you want to be when you grow up? We should ask our kids, who do you want to serve when you grow up? Who are the people that get you pumped up? And I just recently finished the Phil Knight's book, Shoe Dog. His people were athletes. He loved athletes. He was an athlete. He wanted to serve athletes. And if you haven't read Shoe Dog yet, by the end of the book, it's really cool. He starts... it might be the epilogue. I was listening to the audio books, I'm not sure... Anyway, but at the end of the book, he starts telling these stories about dinner with Michael Jordan and this guy, and this guy, all these athletes. It's like, he served his athletes at the highest level to the point where the who's who of athletes had him at their weddings, had him at their funerals, had him at all these different things. Because he figured out who he's going to serve, and then, he focused on that. And he built a shoe company and a clothing line and all these things, because he knew exactly who he was serving and how to make the product better than anybody else. I think for you guys, if you come back the same foundational things, like who are you called to serve? Not, what I want to do when I grow up? Not, Oh, I had this idea for a product or, oh, what should I create? It's, no, who do I want to serve? And then, if you come with that in sincere heart, they will tell you, you will see it. Especially online, like you see it in the Facebook posts, the positive and negative. I see it in the comments. Every time I post a podcast, I see the comments, and where I see the lack of comments. I post some episodes, but nobody responds. I'm like, I guess that's not what they needed. Other ones blow up, I'm like, Okay, people like that, I should go deeper on that, let me share more things. I'm using this community texting app where I text out the audience. And I can see what things get response, what things don't. And I pay attention. It's funny, those who have seen me using this texting app. It's a texting platform. It's pretty cool. In fact, let me pause for a moment to insert a tiny around to make sure you are on this texting platform. When I come back, I'll tell you the cool thing I'm doing with it. So as you see, you guys have a chance to text me. And then, the message come to my personal phone, which is pretty cool. And at first, the first week, I was doing really good at answering every message. And then it blew up and it's getting thousands and thousands of people, and I can't keep up. But I do spend about anywhere from 15 to 30 minutes a day, answering as many questions as I can, which has been really fun. So I may be personally answering your question. Hopefully, I will have a chance to. But the cooler thing is that every time I send a message, I can see the responses to that message. And so, every day I look at the day before, I look at the message I sent. And I scroll through and I see what things hit chords, what things people are looking for, things people are complaining about. And it's my market research daily. I get a daily text message from all my dream customers telling me what they want, what they don't want. And even if I don't respond to them all, I read them. And so again, I have my pulse, I feel the pulse of the market. So many times, I get hit inside the ClickFunnels team as well. I think I drive them crazy because they're all planners. They want to plan what's happening, and what emails are going out, the sequences, all sorts of stuff. And I'm like, you don't understand, if we plan ahead of time, we miss the pulse of the market. Everybody asks me, "What's the plans for next year?" The plans for next year is to feel the pulse of the market, see what they want and serve them. That's where we're going. It's not like, "Okay, well, Q2, we're going to do this, Q5, we're going to do this Q 10, next year, we're going to do. It's like, no, no, no, no, pay attention to the market and let them tell you what you do. Yeah, so I drive them crazy because we'll do a campaign and they're like, "Okay, we have 12 emails. Let's try these 12 emails." I'm like, "You can't write them right now." I'm like, "Why not? Let's get ahead of it." I'm like, "Because we have to feel the pulse of the market. What are they saying to us? We need to be shifting our message based on what's happening, with the feedback, the response." If we're not doing that, we're not truly serving our audience. We're trying to write an email sequence. We're trying to create a product. We're trying to do a webinar. I'm like, "No, no, no, no, no, no. That's not how this game works." Hey, if you want to be good at this game, it's coming back to the foundation. Who's your dream customer? How can I serve them? Paying attention, watching, listening, and they'll tell you everything they want, which is pretty cool. So I hope that helps, hope that helps shift some of you guys who are struggling. Again for me, I struggled my first five or six years in this business because I was chasing the product or the idea I had, as opposed to the customers I want to serve. And it was crazy for me. And you guys probably heard this part of the story, but when I shifted that, I said, "Okay, no longer am I going to create products that are my good ideas and sell them. I'm going to figure who's my dream customer and figure out what they would want." And I made that mental shift and it was like, what could we create? And the very first product we created was my book, 108 Split Test Winners, which some of you guys have a copy of that book. And what's crazy about that is, I was so scared to create the book. Because I knew that my existing audience, the people who I was serving, I didn't love them. I knew they wouldn't want to buy that book. They weren't going to buy it. And I even tried, I put the book up, I sent email out to my existing customers and none of them came. I sold a few copies. I was like, okay, that sucks, this is my best material. This is stuff that people would die for. And they weren't interested. And I realized that I was serving the wrong customer. And so, what was cool, is that this new thing I created, I created for my dream customer, for the person I wanted to get into my world. I launched it. I put it out there. I started buying ads to it. And then, guess what eventually happened? My dream customers, they heard my voice, and they came to me. And that's how we built the list. And then from there, we built ClickFunnels. And from there, we built the Funnel Hacking Movement And my funnel hackers and everything else we've done. But it all started with, who do we want to serve? And then, what bait do we create to attract that person? And that's how we changed the game. So at least, changed it for me. And if you listen to this, probably for you as well. So hope this helps, hope you enjoy this. If you guys got anything that from this episode, please take a screenshot on your phone, post it on social, tag me on it. And tell me your biggest takeaway. I love to read those. I see them. I read them. And you'll see me, I usually like them, if I see them. Anyway, I appreciate that. Thanks you guys for everything and I'll talk to you guys, all, again soon. Bye everybody.
Recently I was asked by Rachel Pedersen what my favorite books are and why. So I wanted to share three that I’m loving right now. On this episode, Russell gives you his top 3 book recommendations and explains why they are so important to him during the phase of life that he’s in right now. ---Transcript--- What's up everybody. This is Russell Brunson, welcome back to The Marketing Secrets podcast. Today I'm going to drop on you some of my favorite books that I'm reading right now. Hey, everybody hope you guys are doing awesome. So we're getting closer and closer to Halloween, depending when you're listening to this. Halloween was my favorite holiday for basically my entire life. I went trick-or-treating until I was 21 years old. And those who are like, "Wait Russell, weren't you on a mission when you were at 19 and 20? And the answer is yes, and yes, I dressed up as a Mormon missionary going door-to-door, because I already had the costume on. I got free candy. It was awesome. Oh, it was the good old days. Anyway, I love trick-or-treating. I love Halloween, love everything. In fact, when my kids were born, I was like, "This is the greatest thing in the world. Halloween was amazing before, it's even more amazing now." And went trick-or-treating every single year until about three years ago. Three years ago was when I bought my Batman suit. We launched Expert Secrets, our affiliate prize was to give away these Batman and Iron Man suits. I got my own custom-fitted, it was so cool. And I was so excited because that Halloween I was going to be Batman, legit Batman. And I was going to put on the suit and I was just so excited for it. And I remember it was a long day at the office, I got home as quick as I could, and I was trying to… oh, and the kids had wrestling practice. We got wrestling practice and come back. And kids gets home and I'm getting them all ready, giving them dinner, because I have to race back to the office to get the Batman suit on, which is an hour long project to get that suit on. I'm so excited. Feeding the kids, about to race back to the office and all of a sudden doorbell rings. And I go to the door and it's one of Ellie's friends. And friend's like, "Hey, is Ellie here?" I'm like, "Yeah, but what are you doing here?" She's like, "I'm coming to go trick-or-treating with Ellie." I was like, "What?" I'm like "I trick-or-treat with my kids." Ellie runs over, "Oh, bye Dad, I’m heading out.” I'm like, "No, you can't." And Collette is like, "Why not?" Because this is my holiday, you can't take my daughter trick-or-treating. And Ellie took off with her friends, she was gone. And a few minutes later the boys got calls from their friends and they're like, "We're going, we're going trick-or-treating." And they took off. And I remember, I wasn't ready for it. I don't know, it's like the kids leaving home, only worse. I wasn't ready for it. And I remember they were all gone and it was Aiden and Norah. Norah was tiny at the time, she was maybe two at the time. And so I didn't get my Batman suit on. We go out to the car and got Norah's suit and everything and put her in the car seat. By the time we got in the car she passed out and she was out cold. And so it was Aiden, me and Collette. So we drove to this neighborhood. Aiden got out with Collette, started trick-or-treating, and I passed out in the car. And that was the saddest day of my life. I miss Halloween. Anyway, I come to grips with it now. My kids are awesome. They can have friends. It was just, I wasn't ready for it. You know what I mean? You're planning your kids are going to leave the house someday, and then all of a sudden they just leave, without any preparation. Anyway, so Halloween was my favorite holiday until that year. And now my favorite holiday is 4th of July, because I spend more money on 4th of July than any sane human. And so because of that, everybody comes to me. And I'm doing that to compensate for Halloween being stolen from me by kids. Anyway, that's how I really feel. I'm just joking. Anyway, that's a true story. So 4th of July is my new favorite holiday, but it always was Halloween. And so as Halloween gets closer, I still get excited. I'm not going to lie, I love the leaves falling and the seasons changing and pumpkins and candy and just all the things. So anyway, one of our family traditions is every year for Halloween we go to Albion, Idaho, where there's this old college campus. It's in early 1900s, there was a thriving college here. In 19, I don't know, 1920 or something, it went out of business. So it's been vacant for 100 years. And a couple of years back, this family bought it and they renovate the whole thing and turn it into, one of the dorms they turned into a bed and breakfast. And then the rest of it, they turned to haunted houses. There's a zombie house, a clown house, and it's these old creepy buildings from the early 1900s. And anyway, it's insane. So we go every year. This year we took two of our friends, Rachel Peterson and her husband, Paul, and they came with us, which was really, really fun. So anyway, on the trip down, Rachel asked me, says, "What are your favorite books you're reading right now?" Everyone time someone asks me that question about books, I always freeze, because there's so many. I'm obsessed with books. I have more books than anybody I know. And I buy them every day and tons more. And I don't read most of the books, I listen to most with audio. But I buy the physical book too, because I like having physical books. Anyway, all sorts of turmoil. I sat there like a deer in headlights thinking. I kept thinking and thinking and I realized right now ... And it's tough, because you know how it is, different seasons of your life there's different books and all those kinds of things. So anyway, I'm in a season of my life I'm actually really excited for. I'm preparing, not really, I'm mentally thinking about my next book. I think I told you guys before, my next book. I bought the domain bootstrap.com. So the book's going to be called Bootstrapped, and it's going to be the ClickFunnels story, how we did it. It's going to be different, because all my other books have been how-to books, right? How to get traffic, how to build a funnel, how to write copy, things like that. But this book's not going to be how-to, this is the story of it. And so I've been obsessed, listening to books about companies and people telling their story about how they built the company. And so I've been listening to a lot of those lately just to understand how to write that way and how to tell stories that way that's different, right? It's different than how I've typically done things. So for me to be able to write this book, I'd have to change my skillset. And this hopefully is a side lesson for everyone. A lot of times when we have to do the thing we want to do, we have to learn something completely different, right? A lot of you guys, if you were a business before and you come into our world, you're like, "Oh my gosh, business is different online." We have to change how we think. And so for me it's the same way. For me to write this next book, I have to learn how to write differently. And I understand that and respect that. I'm paying attention to it, I'm trying to learn it. So anyway, so I've been listening to a lot of books about companies, about their stories, because I want to hear how people tell their stories. And so my three books I want to recommend to you today are all books about people with companies. And they're good for a couple reasons. Number one, they're fascinating books. Number two, they're really good storytellers. The way they tell their story was fascinating, where I was sucked into the book and I couldn't stop. In fact, two of these books I've listened to twice, and one I will probably listen to again. I just finished it yesterday, so that's why I haven't listened to it twice yet. That's rare for me. I don't normally read things twice, because I have so many books coming in. But two of the three books I have already listened to twice, which is a testament of how good of a story that they actually are. So with that said, in no particular order, I'll give you my three books. Number one book. And this one I'm nervous to tell you guys about, because it's the dark side of entrepreneurship, okay? A lot of times you hear stories about, "Oh, here's how so-and-so built their company." And it's this positive thing and there's ups and downs and trials and tribulations. But for the most part it's a positive experience, right? This is actually a book about a website called The Silk Road, which is a website that's on the dark web that sold illegal drugs. And so it's the negative side of entrepreneurship, but it's one of the best stories ever. So the book is called American Kingpin, okay? American Kingpin. And the premise of it is there was this kid, think he's 22, 23 year-old kid, he's libertarian and he felt that people should, if they want to do drugs, they should be able to do drugs. If they want to do it themselves they should be able to do it, right? And so he talks about that a little bit, and then he had this idea for a website where it's the type of site where people can come and buy and sell drugs on the dark web and he'd take a commission of every single sale that happened, right? And so that was this idea. Now the problem is that he didn't know how to code and it was illegal to make what he's trying to make, so he couldn't go hire coders on Script-Lance or oDesk like we would, it's illegal. So he had to teach himself coding. Then he started building the site. And it's crazy. I don't want to ruin the story, but it is amazing. He basically ends up building this empire. And he had every government agency coming trying to take him down, from DEA, FDA, FTC, all of them were trying to come and get him and none of them could figure out who he was. And so the story is just so fascinating. The way it's told, oh, it's so good. And one of my favorite parts is there's a scene where he's in downtown San Francisco, he's walking around, he's looking at all of the tech buildings, right? These huge companies worth billions and billions of dollars. And he's walking around by himself with a backpack on looking at these buildings and realizing that his company was worth more than any of these buildings, but if he told anybody about it, he'd have to go to jail. How cool is that? Even though everything he was doing was illegal, he was still an entrepreneur, went through the same trials and problems and ups and downs that we have to go through. And so I love this book. It was amazing. It's called American Kingpin. And it is the first one that I wanted to recommend. Also, the writer who wrote it is ... I literally, I tried to message him like, "Hey, would you want to write my book for me? Because you are such a good writer." At the end of the book, he tells about how he did it and talks about the tens of thousands of hours of research and all the papers and documents and court cases he had to go through to write this book. And he went on to say that on top of him just going and actually writing the book, he didn't just be like, oh… he looked at, what was the weather in San Francisco on that day? What was happening here? Happening here? When he's telling the scenes of the story, it was actually like what was really happening at the time. Oh, anyway, it's so good. I listened to it twice. I'll probably listen to it again, it's that good. I think they're going to make a movie out of it. Apparently there's a documentary made about it, but the documentary is horrible. Don't even watch the documentary about Silk Road. Just read the book, because it is insane and it's worth your time. So there's book number one. All right. Before I open up to book number two, I've got a secret message here about a cell phone number. And I want you guys all to text here in a few seconds. So I'm going to take a pause and do a really quick promo for the community, my texting community, and how you can get on it right now. All right. By the way, I'm having fun with the texting community. I've been sending out cool stuff every day, at least I think it's cool. Audio messages every morning, giving motivation ideas, inspiration. So if you're not on it yet, go and get in there. All right. Book number two. You guys ready for number two? Number two is a book called Lost and Founder. And this is a book by a guy named Rand Fishkin. And I love this book for a couple reasons. Rand started a company called SEOmoz, and he started about the same time I was getting started. So I had a chance to watch what he was doing. And Rand, I have so much respect for him. I think we both look at the world differently. I think he would disagree a lot of things I believe, I disagree with things he believe, from how to run businesses. But man, I have so much respect for him. And I remember watching, because I went the whole, bootstrapped, build a company through ads and funnels and things like that, and he went the other way of building a really good product and raise money and things like that. And it was interesting because looking at the outside, I never knew if I was right or if I was wrong, "Should we be taking out money? What should we be doing?" And in fact, in my book, Bootstrapped, there was this chance meeting where Rand actually came to Boise and spoke at an event. I showed up to the event. He told the story about Moz, how he took on money, his whole thing. And I remember listening to the story. In my head I'm like, "Okay, the next step for ClickFunnels is for us to take on money." And when he got done, normally I would leave something like that, I'm too introverted and shy, but one of my friends, BJ Wright, was there with me. He was like, "Let's go talk to Rand, let's go talk to him." I'm like, "Oh, okay." So BJ pulled us up there and BJ asked him, basically said, "Hey, you took on money, was it worth it? Tell us the real story." And Rand was very raw and honest and like, "No, it ruined everything." He went on, he's like, "I suffered depression." He's like, "I had to quit from CEO." He's like, "I don't even have my own car. I don't make that much money." And just going into the whole things. I remember when he got done telling me this whole thing, I remember getting in my car and voxing Todd and everybody on my team, "We are not taking on money no matter what it takes." He literally diverted me from taking on money. If it wasn't for him saying that, the next phase for ClickFunnels was to take on money. And so, because of that we didn't. And it was interesting, because publicly in his presentation, where he's telling the story about taking on money, but then privately, he literally told us don't do it. And I remember always thinking about that and wondering how he felt. And after he left Moz, a couple of years later he wrote a book called Lost and Founder. And Lost and Found founders is him telling a story. And in his book he explains the dangers of VC money at a level that I have never understood before. It was so clear and concise and oh, I'm so grateful for that book. Grateful for Rand, first off, for steering us in a different direction. But second off, the book is such a good illustration of why. And I hope you guys, especially my world, where we're talking about how do you go funnels, bootstrap things, man, that book was one of the best to show the opposite side of that, what happens when you do take on money and the scary side of business that a lot of us aren't aware of until it's too late. So Lost and Founders is book number two, super well written. Rand's an amazing writer, and just someone I have a ton of respect for. So that's book number two. All right. You guys ready for book number three? My third and final choice today is the book I finished last night, which is called Shoe Dog by Phil Knight. And a Shoe Dog is the story about Nike. And I've had so many people who told me to read this book over and over and over, and I kept fighting it, fighting it. And finally, it was actually interesting, Dean Graziosi told me I had to read it. And I was like, "Oh yeah, I've heard that by a lot of people." He said, "No, you need to read it for a different reason than everybody else." And I was like, "Why?" Dean and I talk about our kids a lot, and Dean and I both have children that we had butt heads with and struggled with sometimes. And he said that there's this part in Phil Knight's story where he had two children and he said that one of the kids he never could figure him out. It's like this puzzle, could never figure it out. And he always just struggled. Said his son would not wear Nike's. His son, whatever his dad wanted, he wanted to do the opposite and just, it was really hard. He said eventually, I think his son was 28 years old, he ended up passing away in a tragic accident. And one of the things he said in the book, he said, "Man, if I can do my life over again, I would've focused more energy on trying to understand the puzzle of my son". Oh, I'm getting emotional. Anyway, so that was the reason why ... After Dean told me that, he's like, You should read it, because I think for both of us ... " He's like, "We need to spend more time trying to understand our kids that we struggle with." And so I said, "Okay." And so I started to read the book and oh, so glad I did, for so many reasons. Number one, just helped me to understand that and put more focus on my kids, which I think is so important. And number two, it's just a fascinating story of the story of Nike. I didn't know all the story, how it happened and all the things he went through to make it possible. And anyway, it was such a good book, and I hope you guys have a chance to read that one as well. So there are my three books. Number one, American kingpin, number two, Lost and Founder, number three, Shoe Dog. All amazing books. Again, it's so hard to have a comprehensive list of all the amazing books in the world. But I thought three that are telling stories of companies, they will inspire you, they will motivate you to get you ready to build your company or give you ideas for the next steps in your company. And then also, how it relates to your life and your family and things like that. I think those books are amazing. Hope you enjoy them. With that said, I appreciate you guys all. Please, take a picture. If you enjoy this, take a picture of it, post it on Instagram or Facebook, wherever you post it, and then tell me your favorite books in the comments and tag me. And I'd love to hear what books you're reading so I can decide what to read next. Thanks everybody. And I'll talk to you soon.
The missing step that most people forget, before you create a product or build a funnel. Over the weekend, my personal team’s funnel builder…Nick…and I launched a funnel at the spur of the moment just because we thought it would be fun. It’s from an idea I’ve had for 8 years and it’s just been sitting on my hard drive. The funnel was literally hatched, built, and launched in 2 days. And already we’ve had a bunch of sales! Now here’s the crucial part. This is the place where many entrepreneurs mess up. They spend a ton of time…weeks, months, even YEARS…developing and creating something, only to find out that when they launch it, nobody buys. Nobody wants what they have. And that’s because they didn’t ask themselves this ONE CRITICAL QUESTION… The one question that will tell you whether you should spend the time creating a product, service, or offer, or you should pass on the project. If you want to save yourself a ton of time, frustration, and stress, then tune in to this episode of Marketing Secrets to find out what the question is and WHY it’s so important to your entire business. ---Transcript--- What's up everybody, this is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I want to teach you a trick today to make sure that every campaign and every funnel you build, always wins. All right, everybody so I wanted to do this episode because I was bored this weekend, not really bored, I'm never bored, we’ve got a lot of stuff going on, but Friday we were about to leave the office and then one of the guys on my team, Nick Sanders, was like, "Hey, do we have any fun project you want to do on the side that'd be kind of fun?" I was like, "What is a fun project that we have on the side that we can just do real quick?" And he's like, "I got some time this weekend, I'd love to just bust something out". I'm like, "Okay." We started thinking back and I remembered that eight years ago, I had this idea for a site called T-shirt smackdown. And the concept was picking two competing concepts or philosophies or whatever, and make a t-shirt for each one and let people vote with their wallets. So, they come to the site and they're like, "Oh, I want this one to win." So they buy the t-shirt to make sure that that one wins, right? And so, I remember I designed this... the site we had designed eight years ago because... So funny, because it was back when Obama was running against Romney. And so, in fact, the initial PSD files we found had the Obama versus Romney thing, and so it was kind of fun. Anyway we found those PSD files and were like, "Dude, let's make this." So, he took it and he got it all working inside ClickFunnels, and spent his whole weekend doing that. Obviously, the elections are coming up right now so I was like, "Let's do some Biden/Trump shirts." And so we got designers to go and design the t-shirts and all sorts of stuff. And, anyway, it's just been this really fun project that we put together, literally in no time. It's crazy, it's been sitting on my hard drive for eight years now. I can't believe I found the PSD files. It looked so cool. In fact, if you want to see it in action, but I'm not sure when this podcast episode will drop, my guess is hopefully the site will be live by then, but it's tshirtsmackdown.com, so you can go see it there. Anyway, so the concept is we picked two different shirts to compete. When the movie Twilight came out, we could have done like Edward versus Joseph, or during The Bachelor season, it could be this person versus that person, or whatever. You pick two competing things, you put them out there and you let the communities of the things all go and vote on it. And so, with this one, we're like less than a month before the election, everyone's really angry about both sides like, "We should capitalize on this as capitalists do." And so, we put this together. And so, Jake on our team went and got a whole bunch of really cool t-shirt designs that he made some for Trump, some for Biden, and we threw it up on the site and... Anyway, they've been killing themselves and it's almost ready to go. So we're excited. It's going to go live. And again, all you guys should go pick your favorite. Go to tshirtsmackdown.com buy which shirt you want to prove... To vote with your wallet. But anyway, I'm telling you this because a lot of times, we have an idea for something. And you're like, "Man, do I spend the time and energy doing this? I have no idea. It's going to take me all this time and I have no idea if it's going to work or not." And all this fear. The reason why I'm able to do crazy things like this without any fear is before I said yes, before we started the process, the first question that we asked was, "If we do this thing, where are we going to get the traffic for it?" That was the question. And if I don't know the answer to that question, then the answer's always no, we're not doing this thing. I have to know that first. And so, that was the first question like, "Where do we get traffic?" And I was like, "Okay well, to get traffic for this means we need a conservative Republican people and we need liberal Democrat people." So, I'm like, "Where do we find these people?" Okay, there's email lists so we can write here, here and here. And then there's email lists we can write here, here and here. Then here's these Facebook pages we can target. Here's the liberal, here's the conservative, here's the... and so we really quickly, as quick as we could, found as many different variations as we could of both sides to know where you get traffic. So, very quickly okay, boom, here's the traffic. I think conservatively we probably said 10,000 to 20,000 clicks in a three to four day period of time, which is how long one of these smackdowns probably end up lasting. And so, "Okay, let's do it." Right. And so now, Nick and Jake and Jamie, have been working on the site on their free hours, after hours and the weekends and stuff. While they're doing that, I just went and texted all these people, "Hey, can I run add your list?" Yes. Can I run run add your list?" Yes. How much does it cost? Okay I want this date? I want this much." And within, I don't know, within 12 minutes, 10 minutes, maybe I had enough traffic lined up to get about somewhere between probably 10,000 to 15,000 clicks, half on the conservative side, half on the liberal side. And so now when the live site flied, I clicked a button and that fast sales will start coming in. So I want to share with you guys, number one because I want to show off and brag about my fun little idea that we had eight years ago that we're finally actually executing on, but number two is for you guys to start thinking about this. That's one of the biggest things people have is spend so much time and energy and effort on their idea and their thought, and then they go and they build their sales message and they build their funnel, and then they're like, "Where do we get traffic?" And that should have been the first question. Not the last. I remember... Man this is pre-ClickFunnels, no, it wasn't pre-Click, it was right when ClickFunnels first came out actually. So maybe about five years probably. I was in London and I spoke at this really cool event. And afterwards, my wife and kids were still gallivanting around London while I was finishing my speaking things. So I sat in the hallway and talked for two or three hours to all the people there, which was really fun. Definitely intimidating as an introvert, but it was still good. Talked to everybody and they ask those questions. I still remember one person asked me this question that I'd never answered before. No one had ever asked me before, but he asked the question he said, "Man, you've been doing this so long, how do you know that something's going to be successful before you do it now?" And I started thinking and he was right, I do know. I haven't failed at this game in a long time. I failed a lot initially and I failed more than you've tried, I guarantee that. Hundreds of times we launched funnels that did not actually work. And I would say in the last five or six years, pretty much all of them have worked. And so the question was like, "What do you do differently? What do you know? What's the answer?" And before I give you that answer, I'm going to catch a really quick sponsor from myself and I'll be right back to answer it here in a second. Okay. You text me at Community, come on let's just do it. Anyway. All right, so let me answer the question. The question goes like, "How do you know the funnel is going to be successful before you build the funnel out?" And the answer I told him is, the first time someone ever asked me that, first time I ever answered, I told him, I said, "Hey, the reason why I do this is because I find the traffic source first. I don't go and create a product that I want to create, I'll go and take my best idea, I go and find the traffic source first and figure how much the traffic is going to cost, what does it looked like. I figure things out, and then the question I ask myself, "Okay, here's the traffic, here's the market, what does the market actually want?" And then I started brainstorming ideas. That way when the idea is done and the sales message is done and the funnel is done, I know the traffic so I just click a button and traffic shows up. And so, while you're thinking about that, as you're building your businesses where you are, in any spot you are right now, they just imagine like as soon as your thing is done where's the traffic going to come from? Where's that place? Do you have it already? Do you know where it is? If not stop everything and just go figure that out. Go figure out where is the traffic going to come from before you spend all the time and the effort and energy trying to figure out what you're going to create. And honestly, when you figure out what the traffic's at and you figure out how in the world to get access to this traffic, what's it going to take? Who do I need to get to know? Who's the person that's going to sell me the ads? How much does it cost? All these things you're going to start figuring out at that time. Then when you find that traffic source and the best things to do, like let's say it's email traffic you're going to rely on, get on that email list and get all the emails come in, and then that way, as you see the emails like, "Oh, I see this offer and this offer. Here's all the offers that are being sent out to this group of people now I know what this kind of person is responding to," Or if you're following them on Facebook pages and you start seeing your everybody's adds you're like, "Oh, now I know what this type of person is looking for. What kind of offers are working," it'll stimulate the ideas for the offers and the products that you actually want to create. So that's the key guys. That's what we help understand is that a lot of times, most of us do it backwards instead of doing it backwards, the first goal should be where's the traffic? Where's the traffic at now so I can go find it and then go and figure out your product, figure out your funnel, figure out your sales message. Find the traffic first. If you haven't yet, I'd highly recommend reading the Traffic Secrets book. I talk a lot about this. In the first phase for me how I find the traffic is going through the Dream 100. In fact, it's crazy in our 2 Comma Club X Coaching Program. It's 25,000 a year coaching program. People come in and I think everyone thinks I'm going to give them some magic sauce that I've never talked about before. And module number one, literally I force them to actually build out their dream 100 list. They be like, "Why? I thought I was here to make money." Exactly. Right now, our job is to figure out who are the people who already have your traffic. Where are they at? The better I understand that person, that group, the more successful I'm going to be because now I know what are all the other offers they're going out there. Who's controlling the traffic. How do I get to know them? Can I buy my way in? Can I work my way in? All the other things. And so, anyway, that's the one I shared yesterday, just looking at things a little differently. We were able to launch the site. My guys spent the weekend plowing through, getting it done, getting the designs, getting the program and getting it all into ClickFunnels and everything. And then I spent 12 minutes texting the people who I know have the traffic and now we're ready to rock and roll. And that's how the game was played. It was fun. For the T-shirts smackdown is every week, we're going to have a new smackdown. And so right now the smackdown is... next two or three weeks is going to be the politics. And after that guess what's going to be? I don't know yet, but I know I'm going to know where the traffic's at before I go in and do the thing. I'm going to go say, "Where's the traffic at for... " Let's say it's some movie coming out. Or maybe it's the finalists on The Bachelor, maybe it's who knows. I'm going to go and find the traffic first, like where I'll actually get that traffic from before we design the t-shirt, before we get the thing created, otherwise it's just going to be a waste of time, energy, and money. And that's how we play the game. All right. Hope that helps you guys. I appreciate you all. If you got any value from this episode, please take a snapshot, post it on your social profiles and tag me in it and let me know your biggest takeaway. It would mean the world to me. I read every one of them and I'll definitely read yours as well. Thanks so much guys, and I'll talk to you all soon. Bye everybody.
If you’re going to do something, you might as well be the best at it. This past week I spoke at a Tony Robbins and Dean Graziosi mastermind event, which was super cool. My wife and I flew to the event in Florida and we stayed at this nice resort. And while we were there, we decided to book some massages. My first massage was just terrible. I couldn’t put my finger on it, but to be honest, I couldn’t wait to get off the massage table. In fact, I didn’t even want to go back for the massage I had booked for the following day.  But…it was already paid for so I bit the bullet, even though I was dreading it. When I got to the massage room, it was a different massage therapist… And one of the best massages I EVER had! AMAZING. And I started thinking about the difference between someone who was ‘average’ at what they do… And someone who was EXTRAORDINARY…an ARTIST…the BEST at what they do. So my question for you is, “Do you want to be just ‘average’ or do you want to be THE BEST at what you do?” Check out this episode of Marketing Secrets to discover how YOU can be the BEST at what you do AND give someone an AMAZING experience. ---Transcript--- What's up, everybody? This is Russell Brunson and welcome back to the Marketing Secrets podcast. As always, grateful that you are here, grateful we're hanging out and excited to share with you guys something that I think will be helpful in your career, in your life, in your marriage, in your family and everything you do. With that said, let's cue the theme song, and I'll be back in a second. All right. Last weekend was insane. I don't know if I told you this yet. I probably haven't gotten too deep. But I had a chance to go speak at Dean Graziosi's and Tony Robbins event at Tony's studio, which he built this huge studio when COVID hit where you can come in this Zoom room where it's this huge stadium wrapped in Zoom walls. It was crazy. If you follow me on Instagram, you saw the pictures. But anyway, it was really, really special and really fun. And we actually flew there in Tony's private plane, which was crazy. We had a chance to go to his house and it was a really special weekend. But without telling you too much of that, and I wish I could go deeper, so many crazy experience. I could do a three-day call, just talking about all the ahas and takeaways from that. But I will drip them out to you throughout the next few episodes. But there's one thing that was interesting. We decided when we were there, we were there for six days, which was kind of cool. We had a chance to hang out with some really cool people and just relax and take a break a little bit. And at the hotel there's a spa, so like, "Let's go get massages." We signed up for massages two different days. And obviously now with COVID, there's weirdness. Not in Boise. I love Idaho. Idaho is different. But in Florida, where we're at, they have different rules, right? You had to wear face masks more often and all sorts of stuff. We go to get our first massage and I get in there and it was only a 60 minute massage, because that's all they had time for that day or whatever. And the masseuse comes out and she puts on plastic gloves, which was kind of weird. I'm not going to lie, it wasn't my favorite, but I'm like, "Ah, whatever." I'm getting a massage and it was not my favorite massage, partially it was because ... Anyway, there are a lot of reasons why. As I was getting a massage, I was annoyed. I didn't like it. It wouldn't feel good. It was just like ... She was technically giving me a massage, but it was not a good massage. So much so, by the end of my 60 minutes ... Normally, I get a 90 minute massage. But by the end of my 60 minute massage, I just wanted it to be done. It was the longest 60 minutes of my life. I was miserable. I didn't have a good time. And I was even thinking, "I think I hate massages. Maybe I've changed. Maybe I don't like massages anymore. Maybe ... " Whatever. Right? And I was so annoyed when I finally got done, I was like, "Oh, thank heavens it's over. Get me out of here." And I just left. I'm in this beautiful spot and all these amenities. I was like, "No, I'm done. I don't do massages anymore. I don't do spas." I just had a horrible experience. I'm like, "I'm never getting a massage again." And I remember after I got a massage later and then we met afterwards, and I was just like, "That was horrible. I don't ever want to get massage again." And she's like, "Well, we have one booked for tomorrow." I'm like, "I know." I'm like, "I don't really want to go. Should we cancel?" And anyway, it was interesting. The next day I go back, because you have a 24 hour cancellation period. I'm like, "Ah, I have to get a massage." I'm like, "I don't even like massages. This one's going to be 90 minutes. I'm going to be miserable. Ah, just get out of the whole thing." Right? I get there in kind of a bad attitude. And as we're talking to the masseuse and she's a different person and super nice. And we laid out to get massages and she starts massages me. The same thing, she has to wear the plastic gloves, which is kind of annoying, but whatever. Does the massage and this time it is a completely different experience. This person was an artist. It was amazing. It's crazy, because I spent the same amount of money on both massages. Right? And the first one, I wanted to die. I wanted to get off the table. I want to leave. Right? And this next person was insane. They were amazing. The 90 minutes was over and I was like, "Are you kidding me? I want to give you some more money. I just want to flip back over and keep doing this back and forth all day till you're off shift or whatever." It was amazing. And I remember laying there thinking about how just 24 hours earlier, I had a massage from a person, same spots, same everything and how I hated it. And this one was amazing. I could've paid anything to continue this experience longer. And I started thinking about this. Right? Both of these people would consider themselves masseuses. Right? Both of them got paid the same amount money to do the job. But one was an artist. One was great at what they do. And one just did the thing. Right? And I started thinking about my life. Everything I've done, I've tried ... I don't know. I always want to be the best. I remember when I was wrestling, I bought this VHS tape, pre-DVDs. And it was the story about Tom and Terry Brands, who are twin brothers who are wrestlers at Iowa. And I remember the movie started with ... First, Tom Brand's comes on, he says, "My name's Tom Brands. My goal is simple. I want to be the best wrestler in the world." And the next one came up. "My name's Terry Brands. My goal is simple. I want to be the best wrestler in the whole world." And then that's how it starts. And boom, it goes into their training montage and stuff. And I was just like, "Yes." I remember thinking all the time, "My name's Russell Brunson. I want to be the greatest wrestler in the world." Right? And so, because I didn't want to be a good wrestler. I didn't want to be like, okay. I wanted to be the best in the world. And obviously, I never got there, but that was my belief. And so, because of that I got way further than I probably ever should have gotten based on my skill and talent level. Right? I was a state champ. I was an All-American. I took second in the nation in high school, went to college. I was ranked the top 10 in college. Never placed NCA. But, I had a good career. And when I switched to business, it was the same thing. When I got into business, I wasn't just like, "I want to make money." I was like, "I want to be the greatest marketer that's ever lived. If I'm doing this job anywhere, I might as well be amazing at it." Right? And I was just thinking about that so much during this massage, I'm just like, "Both these people have the same job title, but one's amazing. And one's eh." And I think about, for all of us, ... Like with my kids, I'm like, "I don't care what you guys do. I don't care what you want to be when you grow up. But don't just be okay, be the best in the world. How do you become amazing? Not just good, but amazing. What do you have to do different?" I don't know. I don't know how to teach that exactly, more so than just helping you guys want that and desire it. Don't be the crappy masseuse. I think about funnel building. Right? There's tons of people out there teaching funnel building and doing funnel building. You could hire someone and you see people that hire someone and they get a funnel and the funnel sucks. It's just like, you're a funnel builder, become the best in the world. Obsess about. Obsess about design, and copy, and all these things so that when you build someone a funnel, you hand it to them, it should be art. They should be blown away by it. Just the second masseuse, I was blown away. That's the experience you want to give someone. If you can't give someone that experience yet, you need to geek out more. You got to go deeper. You got to become better. Right? Become the best in the world at your art, at your craft, whatever it is. Right? If I was a dentist, I'd be like, "Okay, there's dentists. But there's amazing dentists." There's chiropractic. I don't want to be a good chiropractor. I want to be the best in the world. And there's tiers. There's levels. You see it in every industry. Right? Every industry. I was talking to one of my buddies who's one of the top doctors. He's a certain type of doctor, one of the best in the world. And I was asking about that and he told me, he's like, "If you ever get sick here in Idaho," he's like, "Tell me ahead of time and I'll tell you which doctors to go to." I was like, "Is there really that big of a difference?" He's like, "You have no idea which doctor got a D in their class, which one got an A." Right? "There's definitely a difference. Just because they have a degree does not mean they're the same thing." "If you have someone cutting you open, who do you want? The person who's okay, or the best in the world?" And so, I think there's a couple of things. Number one, it's like, when you're trying to hire someone to do something, don't look for someone who's okay. Go find people who are the best in the world. You know what I mean? Spend the extra money, spend the extra time. Find the best in the world. If you're looking for employees, don't find people that are, "Eh, they're okay." Find the best in the world. Right? And then for you is, don't be okay with, "Oh, I'm okay. I'm good." Don't do that. Be the best in the world. It's not that much harder. Right? I mean, it's going to take more time and effort and energy. But man, when you become the best in the world, people will travel from everywhere to come to you. They'll spend more to get to you. They will do everything, because ... Like right now, I would have paid the second masseuse 10 times what I paid the first one, and happily done it. I would fly her to Boise once a month to give me a massage, that's how good it was. Right? And it's understanding that versus like, "Oh yeah, that was okay. That was good." I don't know, if you put that much love into your craft. Again, and I'm talking to a lot of you who were funnel builders, who are in agencies to find out. Man, put in the time. Don't give a client crap. Make sure you become the best in the world. Understanding all the pieces. How to make a funnel go from good to great? What's the differences, image size, colors, text, copy, video, storytelling, all the things. Don't just dabble, become obsessed. If you watch the way that I build a funnel with my team, I'm obsessive about it. They're like, "Man, you're spending so much time on the headline." I'm like, "Yeah, because that's the most important part." Right? They're like, "Man, you're spending so much time crafting the script in the video." And it's like, "Yes, because I want to be the best in the world. I don't want to be okay." And so, for you guys, I want you to just think into that, how do you become the best? Because if you do that, man, life is better. You'll serve more people. All these things ... Your experiences will increase. I didn't get to have a chance to go speak at Tony's event because I was a good funnel builder, because I had okay companies. It's because I've been obsessed with becoming the best. People who are in that same way, people obsessed with that kind of stuff, they recognize it and they respect it and they follow it. And so, if you want to be in good company with the right people, then obsess about that. Anyway, that's my calling to you guys today. I just want to share that, because it was on the top of my mind during that whole massage. I was just like, "Man, look at this different experience." Right? In everything of my life, I want to find the person who's the best, not the person who's good. Right? And then on the flip-side, I want to become the best. I don't want to be just good. This is for all of you guys. Just like I did when I heard the wrestling video, "My name's Tom Brands. I want to be the greatest wrestler in the world. My name's Terry Brands. I want to be the greatest wrestler in the world." My name's Russell Brunson. I want to be the greatest wrestler in the world. My name's Russell Brunson. I want to be the greatest marketer in the world. What is your thing? What is it that you want to be the greatest in the world at? What are you willing to put in the time, and the effort, and the stress, and the pressure, and the ups and the downs, and the pain to be able to become the best at? Okay? Because when this life is done and it wraps up and it's over, right? Do we want to leave it knowing like, "Man, I became the best at this thing. I loved it so much. I was so passionate about it. I cared enough to make myself the best." Maybe you'll never get it. I never became the best wrestler. But the journey of that meant everything to me. Right? It translated into so many good things in my life. I'm so grateful for every one of those experiences. I didn't become the best, but the pursuit of becoming the best is what gave me the life I have now. And I'm so grateful for it and I wouldn't trade that for anything. Pick what it is. What do you want to be the best in the world at? And then pursue it with your heart, with your soul, with everything you have. And if you do that, man, I promise you, your life will be richer. Your relationships will be fuller and you'll get access to people and things that you never dreamt were possible. With that said, I appreciate you all. If you got any value from this episode, please tag me in it on social so I can see it. Let me know in the comments. Love to hear back from you guys. With that said, thanks so much and I'll talk to you all again soon. Bye, everybody.
This new distribution channel may be the biggest thing since email. I’m always saying how important it is not to get married to any SINGLE distribution channel or platform for your traffic… Like depending solely on Facebook, or Google, or Instagram, or YouTube, or email, or chatbots, or texts. Why? Because relying on just one source is dangerous to your business because algorithms change, policies change, rules change, and customer BEHAVIOR changes. I can’t tell you how many times over the years I (and my entrepreneur friends) have found our traffic sources completely dry up or go bye-bye at one point or another. That’s why you have to protect your distribution channel. That’s why I’m SO excited about this new platform that just came out called, Community. It’s a texting platform. What I love is that it bypasses all the same behemoth platforms we’ve all been using for years. With Community, open rates for texts are INSANE and click-through rates are CRAZY high. How would you like to see it in action? I’ll even answer your questions! Then check out this Marketing Secrets episode and I’ll give you ALL THE DETAILS! ---Transcript--- Hey everybody. This is Russell Brunson. Welcome back to the marketing secrets podcast. Today, I want to talk to you guys about something very cool and very important, and it is adding more distribution channels to protect your business from the inevitable. All right. So if you've read traffic secrets, you've heard me talk a lot about this, about the fact that traffic changes all the time. Google snaps and Facebook snap. So all the things that are happening. And so for me, I'm always looking at how do I protect my business? How do I protect my distribution channels? And so for you, my question is what are you doing? Do you have a list? Do you have multiple lists? There was a time when if you had a big fan page on Facebook, you post a video or something, you get millions of views. And now the reach died, right? Some people have email lists and they were sending emails back, 10, 15 years ago and getting 50, 60%, 60% open rate, where now you're lucky if you get 20%, right? You have your Instagram following, YouTube channel, all these things, right. And there's times when they're really good and you get a lot of traffic and things from it. And other times where it goes down and you can lose tons of the effort you put into something. And so I'm all about diversification and protecting your assets and protecting yourself. And there's new platform that just came out. I'm excited for, I've seen it for a while. I saw Gary V use it. I saw other people use it. And it's this really cool platform called Community. It's something that I fought against a little bit until this weekend. I was actually speaking at Tony Robbins' event, hanging out with the speakers afterwards and Trent Sheldon, who, if you don't know Trent, he is awesome. He's such a cool dude. And he was showing me his Community platform. I think, I don't know exact numbers, he has almost a 100,000 people that are on his texting platform. And he spends time everyday trying to respond to as many people as he can. But then every morning sends out a mass text with different quotes and things like that. And then when he has a new video come out or a new offer or whatever his new book comes out, he sends a text message out, letting people know about, "Here's my new video, go check it out and go comment", or "Here's my new thing", whatever. And what's so crazy is it's it bypasses all the traditional things, right? Bypasses email, bypasses Zuckerberg or YouTube or whatever. It bypasses everything and gets directly into people's phones. And he was showing me his stats and it's crazy. The open rate on his texts were 90 something percent, versus email, which you're lucky if you get 15 to 20%. But his click through rates like 23%, which typical email you're looking at like one to 3% click through rate. So it was crazy. And I got excited. So I started my Community... I joined the Community platform. I started sending out something to Instagram last night just to see how it worked. And I got hundreds of people who joined it. And I spent all my last night having conversations with people, it was so much fun. And my goal over the next year or so is trying to build that list up to a 100,000 people, right? It's another distribution channel. Something that if email disappears, I still have this distribution channel that can bypass email. It can bypass other things. Right? And so it's really cool. In fact, if you guys want to see I'm doing experiment, in fact, there's an ad that's going to run through this podcast episode. I just create the ad to start promoting them, start putting this on every single podcast episode. I want you guys joining this thing because that way I'll notify you when every new podcast episode comes out, plus you can get free quotes and I'm going to be sending out different frameworks and whole bunch of really cool things to text everyday. And I want to make sure you're on that list. So to get on the list, all you do is text spirit out area code (208) 231-3797. Okay. One more time. It's (208) 231-3797. If you texted me there, you're going to see the process and it's cool. You'll text me and you'll get a message back. Basically says, "Hey, you know, go join the community in that way". It adds you to my phone. And then I can see you and your name, how old you are, your birthday, all that of stuff. It's kind of cool. And they'll send you my V card where then you can add that to your phone and you'll see a message from me. So it's pretty cool. So when you guys test it out, you can see the process, but I'm sharing this because... And maybe you're going to use Community in your business. Maybe you won't, it doesn't matter. I just want you guys all thinking about adding multiple distribution channels to everything that you're doing. What are the new distribution challenges you can do? You know where the other ones I'm looking at, a lot of... There's a really cool tool called PushCrew. There's a couple of companies that do this, but basically happens is it is on your Chrome browser. When someone comes to your page, it can drop down, says, "Hey, join notifications from Russell or from Neil Patel" or from whoever I see Neil Patel is probably the guy doing the best in our industry and you click on it and now he can send out broadcast to you through your browser. So, let's say Google shuts you down, but if you're using Chrome, you can open up and you can send notifications to people through their Chrome browser. Which is so cool for another distribution channel, which I'm going to be focusing on heavily in building that list up as well. I just, I don't know... As long as I've been in business, I just know that lose your distribution channel, you're in trouble. You'll see some cool moves I'm doing in the next week or two. I'll probably be announcing next week, maybe two weeks from now, I'm acquiring a company specifically because I want their distribution channel. And it's a different distribution channel. It's an offline distribution channel, but I'm acquiring the company specifically because I want the distribution channel. Right? If you look at, I talked about some traffic secrets, you look at shark tank, like all the sharks that are there, are there because they, they understand, they know one distribution channel, right? Like Damon John, his distribution channel is retail, right? He's really good at getting clothing down these distribution channels. He spends his career building this distribution channel. So if he has a new product, he's like, "I know my buyers want this". He can push it through his distribution channel. Right? Other sharks are good infomercials. Lori Greiner's really good to QVC. If she sees a product, she's like, "I can put this on QVC and make a ton of money because I know exactly how that game is played". Right? So every shark has a different distribution channel they're good at. For us as internet nerds, right? What are our distribution channels? We have our email list, which is big. Which is still is probably the most profitable distribution channel we have in our company. So you have your email list, you have your social following. So your followings at Instagram, YouTube, Facebook, things like that. Facebook messenger was awesome for about a year as a distribution channel. And then it literally disappeared, it doesn't work very well anymore. For a while that was awesome. We were building up and having so much fun until it stopped being amazing. You know, they're always coming and they're going, I think text message is a big one. I'm going to be focusing on now, PushCrew's another one. So it's like, what are the distribution channels you can build to give you and your business stability? Because the only thing that we know is not going to change in our businesses is the fact that's going to change all the time. So anyway, that's what I share with you guys is just thinking about that. If you want us to come and play in the new distribution channel that I'm doing, which is this Community app, which I'm really excited for. Then, like I said, text me (208) 231-3797. Just texts me anything. You can be like, "Blah". And then it opens a live chat with me. And then you can ask me a question. And right now in the last 12 hours, since I launched this, I've answered hundreds and hundreds of text messages. Some people are freaking out, it's kind of fun. I won't be able to keep up the pace as they go from a couple of 100 people to a couple 1000, to hopefully a 100,000 people. But as right now, I'm trying to respond as many questions as I can. And I'm going to spend probably 20 to 30 minutes a day responding to questions. So feel free to come drop me a message and hopefully have a chance to respond to you personally. So I appreciate you. Thanks for hanging out. And like I said, give me a text. All right, thanks everybody, will talk to you soon.
If you’re only listening to what I say and not watching what I’m doing, then you’re missing the point. In this age of Covid, my team and I decided we wanted to give you an AMAZING ClickFunnels experience, like we do at Funnel Hacking Live. We asked ourselves… “What is the BEST step by step strategic process that will offer the most benefit to everyone?” So we came up with the Two Comma Club LIVE Virtual Conference. We laid it all out so you could know and INTERNALIZE exactly what to do from beginning to launch, in the right order, to ensure your success. Now, I didn’t do this all on my own. I could’ve easily taught this stuff for 3 days all on my own, but why do that when there are SMARTER people right inside the Funnel Hacker community who can teach and explain certain core concepts and frameworks WAY better than I could? So that’s what I did. For each step of this 3-Day 2CC LIVE event, I brought in the experts. I orchestrated their presentations in the framework I laid out, and plugged them in. And the feedback for this virtual conference has been INSANE! Except for this one guy who said “I’m really disappointed because I already saw these presentations at Funnel Hacking Live. And a lot of the stuff in 2CC LIVE is in your books. Why are you repeating this stuff?” This comment drove me NUTS! Why? Because this guy missed the whole point of the “Two Comma Club LIVE” Virtual Event. Tune into this episode and I’ll reveal exactly WHAT I did, WHY I did it, and how it can directly affect your results… ---Transcript--- What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I hope you guys are excited for today. I'm excited and I got something really important I want to share with you. For some of you guys, this may be one of those things that's kind of hard to hear, but if you listen and you pay attention and you internalize it, I think something could change your life forever. All right, so I am about to start day number three of Two Comma Club Live, which I am extremely excited for. This is the second time we did a Two Comma Club Live event and it's something I want to start doing probably once a quarter. And just some background context for this is when Coronavirus hit, we decided we wanted to do a live event, a virtual event, and so, we made this Two Comma Club Live and I thought, well, how do we do this the most amazing way possible? I can sit on a stage and teach for three days, but I was like, what would be better strategically, what is the step-by-step process somebody needs to come through to have the best experience inside ClickFunnels? I started mapping out, okay, the first thing they have to understand is they have to understand frameworks, then from there they have to understand the four levels of value. Then from there, they have to understand the value ladder and the yellow brick road and then from there ... And I mapped out here's all the core concepts and principles people need to understand in the right order to do it. Right? And I looked at that and said, "Okay, based on that, these are the eight or nine different presentations I need to create." So, I made these new presentations that I'm really, really proud of, right? And then inside that, I was like, well, at Funnel Hacking Live three years ago Stacy Martino gave this presentation on the yellow brick road, which complimented the value ladder, it was one of the best presentations ever. So, instead of me just teaching the value ladder, let me teach my part of the value ladder and then grab Stacy Martino's presentation. We'll plug it in here. Right? And then summit funnels, right? I can go talk about summit funnels, instead, two funnel hacking lives ago Bailey Richard gave the most amazing presentation on some of the funnels ever. So, instead of me just re-teaching it, let me grab that presentation. I'll plug it in. And I kind of mapped it out. Right? And so, what happened is we orchestrated and choreographed this three-day event that is literally insane. I think it's one of the best things people could possibly go through, right? Now, obviously, for some people, if you've been to all the Funnel Hacking Lives, you've seen some of the presentations before. If you've read my books, I'm teaching the same core principles and things I do. I'm just teaching it in a different way. And for the most part, the feedback has been amazing, but it was interesting because I'm one of those guys who I love to see the comments. And so, I'm looking at the Facebook group and reading people's comments and for the most part, everyone is really, really excited. But there was one comment that got under my skin and not because ... I'm cool with taking criticism, I don't really care. I'm very confident in what we do. I'm very happy, but his criticism, I wanted to grab him and be like, "You missed the whole freaking point." So, the criticism this person posted was, "I bought everything Russell's ever said about every book. I've been to every single Funnel Hacking Live and this is the first time I've ever been disappointed ever." And they went on to say, "The reason why I'm disappointed is because I've seen all these presentations before. I went back to my old notebooks from Funnel Hacking Live and I already have notes on these presentations. Why is he sharing them with me again? And a lot of this stuff he already talked about in his books." And that was his criticism and said, "This is the first time I've ever been not happy with a Russell Brunson purchase." By the way, I want to remind you that this event is $0. You put your credit card in and there's $0. And after the event's over, if it's worth it, you pay 200 bucks. 200 bucks, okay? Literally almost nothing for three days with the training. Nine custom presentations from me and then the best presentations for Funnel Hacking Live put it in the right strategic order. Right? Anyway. And so, I was thinking about it and there are a couple of things that I wanted to share and hopefully this human, I don't even know who the person's name was, I was just reading the comment and just all night long just been irking me. Right? But I wanted to share a couple of things because I want to make sure that you get this as well. Okay? Number one, the first thing, repetition is the mother of learning. Okay? Repetition is the mother of learning. You have to learn something over and over and over again for you to internalize it. Right? So, that's number one. So, just because three years ago you sat in an event and you have notes on this topic does not mean you know it. Maybe you've heard it and maybe you have notes on it, but have you implemented it? Is it part of your repertoire, right? For 15 years of my life I was a wrestler and used to go to wrestling camp over and over and over again and they teach the same moves over and over and over again. Right? You hear Vince Lombardi talked about the very first day of every single football practice coming to his team and said, "Gentlemen, this is the football, right?" These are people with the highest level, the best team ever and they're going back to the fundamentals. Right? I did a podcast two or three weeks ago about Alex Hormozi. Alex Hormozi who's arguably one of, if not the most successful person here inside the ClickFunnels community. Right? And I asked him, "What books are you reading?" And he's like, "I don't read a lot of books. I just read one book a lot of times." And he said, "Your new Expert Secrets book is insane." He's like, "I've literally read it eight times." He's like, "I start at the beginning. I read it. When I get to the end, I flip it back over and I start over and I read it again and again and again." Right? And my book, Alex, you already read it. You already know it. Plus you were at the fat event the first time I taught these plus you've been to every Funnel Hacking Live, plus you've consumed every one of my courses. Why would you keep reading this? And he said, "Every single time I get something new. So I read the book, I flip it over and I get it over again." Now, what's interesting is that Hormozi had never actually done a webinar. He read the book three times, wrote his webinar page, so he got a $5,000 offer and crushed it. Right? And then guess what he did immediately after he crushed his webinar? He flipped the book back over and started at the beginning and read it again. And he's like, "Oh my gosh, I missed this, this and this." And then he shifted the webinar, did it again, boom. And then guess what? Since the webinar, he did it again, he flipped the book over, read it again and did it again. Eight times now he's read this book in the last four months. Every time he does a webinar he rereads the book and comes back and tweaks things again. Reads the book, tweaks thing again. Okay? Now, I want to tell you this because Hormozi again, is I think he was a week away from passing the Two Comma Club C meeting, over $100 million in sales in a market that's gym owners, right? It's not a huge market. Anyway, it's amazing. And this new webinar that he has now, based on his conversion rates and his numbers will be an eight figure webinar, at least, and probably a lot more than that. Okay? And so, I want you to understand this is the dude at the top level, the top of the top levels, and guess what he's doing? He's reviewing the things and going over it and understanding it better and understanding it at a deeper level. Okay? So, first, for that person it's like, the reason why I'm doing this is because you need to understand it deeper. You're missing parts of it. Okay? If you're coming to this event, it means you're not happy with where you are therefore, there's something you're missing. Okay? So, that's the first thing I want to say. Number two thing. Okay, this event, I always say there's two things you learn from me. Number one, is if you buy one of my products, you learn from the product. Number two, if you observed the sales process, a lot of times that'd be worth more than the actual product you purchased. Right? Like when I was doing the launch for the Traffic Secrets book, I told everyone, when you go to TrafficSecrets.com and you buy the book, buy it slowly. Sorry, there's a motorcycle in front of me and he's so loud. Hopefully, you guys can still hear me. But I told them, I said, "When you buy the traffic secrets book, buy it slowly." I'm like, "Half of the education will come from you consuming the sales process." Okay? That in and of itself is worth more than the ticket price of any of the products you sell. Right? I literally spent 18 months thinking about, brainstorming, crafting, funnel hacking probably a hundred plus different book funnels, figuring out the copy, the tweaks, the upsells, the downsells, the conversion, everything. So just you going through and buying the Traffic Secrets book or the Dotcom Secrets book, the Expert Secrets book, that in and of itself is worth more probably than you actually going through the product. Now, the product I try to make as amazing as possible, but the sales process is the key. That's what I teach. That's what you guys should be watching. That's the art that I'm making every single day. Right? If you look at the Traffic Secrets book funnel of probably, I don't know, 30, 40 different free plus shipping funnels that I've created in my day, this one out converted all of them. Our average cart value was in the $70 per book funnel, per book sold. Okay? Which is unheard of. I don't know anybody who's got average cart values that high on a free plus shipping offer? Right? So, I share that because I always want to tell you the Two Comma Club Live event, okay, the event's amazing. Okay? Very, very proud of it. One of the best things I've ever produced and put together and choreographed and I'm so, so, so, so proud of it. Okay? But as you understand, the Two Comma Club Live event is also a sales tool. Okay? Watch the funnel. The first time we did the Two Comma Club Live event, we made six plus million dollars from that funnel. That's why I'm doing it once a quarter now. Do you understand? Because six times four is a lot of money. So, I should do that every single quarter. Okay? So, last time it made me $6 million. Okay? Even if you come to the entire event and you've heard every single word and you've perfectly learned and listened and executed every single thing in the process, just watching the sales process is the key. You guys understand this? You pick up what I'm laying down? That is the key. The sales process. That is worth as much, if not more than the entire event. Okay? Watch how we did everything. Watch the ads that got somebody to come to the webinar, watch the email sequences that got you to register for the event, right? What do we do? How do we do it? There's very strategic, every single word and every single email, every single ad was crafted in a certain way. Then you come to the landing page, watch the sales video. I had someone who just sold their company for a billion dollars watch the sales video and said, "That is the best produced video I've ever seen and I've been doing live TV for 20 plus years and sold my company for a billion dollars. That was the best produced video with the most powerful script I've ever seen in my life." Okay? Did you watch it? How many times? Did you transcribe it? If not, what are you doing? You're supposed to be a funnel hacker. Watch what I am doing. Right? And then look at the offer, how'd the offer work? It was $0 up front and you pay $197 after the event, right? Or you can pre-pay and get the replays for $147. 60% of people are prepaying. Look at this business model, look what's happening. Why do we do it? What did we do? What was the upsell? This time we had an upsell we didn't have last time. Okay. The new upsell right now, the upsell alone generated almost six figures in sales, which more than covered the entire ad cost of the event. Plus, the people that are upgrading the event, most of them are coming from the people who paid for the VIP package. So, there was that. Did you watch that? Did you understand it? Did you see it? That alone was worth the price of admission or more. Okay? Then watch the event. Not only was the event orchestrated and choreographed to get people the maximum amount of understanding and knowledge in the shortest period of time, right, the entire timeline is built out that way. It was also structured in a way to sell our Two Comma ClubX coaching program. How did we do it? What was the structure? I had people who paid me $50,000 for me to map out how we do our live events. What's the strategy on presentation number one and two and three. And what's the strategy about lunch and then after lunch and then dinner and then the round table, everything you do, what is the reason? $50,000 people paid me for me to walk them through how we choreograph our live events. Okay? If you were there, you paid $0 up front and you're having a chance to sit through the choreographed live event. Do you understand that? People pay me 50 grand for me to walk them through, but you can watch it. What is Russell doing? Why is he doing it? Why is this presentation first and second? And then why are we watching this documentary? And then what's the sales pitch? I just watched the sales pitch and made $6 million. I should dissect that. What was the offer? What'd the offer looked like? Why did it look like that? Why did it include this? Why did it include that? Okay. We're in the middle of the Coronavirus, what tweaks and changes did he have to make because of the pandemic? How did that work? Right? And then afterwards, how did he do the re-pitch? What did that process look like? How'd the countdown clocks work? How did all the pieces ... All those things are so strategic and if you're missing them, then you missed them. So, for someone to come back and say, "I've learned everything Russell said. I was at all these events. Why is he replaying this? It's not worth my $0." You missed it. On two levels. Number one, okay, think about Hormozi. Think about the number one money earner in ClickFunnels, what's he doing? He finishes the book and he flips it over and starts over again. Okay? It's something that if I was you, I would go through every quarter if you guys have the opportunity. Okay, go through it again. Go through it again because you're going to pick up different things every single time, different understanding. You'll be at a different spot each time. Right? Throughout this event I go through each of the tiers of the value ladder. Some of you guys are past tier number one, you're in tier number two. Some of you are past two, you're in tier number three. Some of you guys last event were at number one and now you're trying to get to number two. Every single time you get something different because you're in a different spot in your life. Okay? Four years ago when you're at Funnel Hacking Live and Stacey Martino talking about the value ladder, you might not have been ready for it and now, maybe you are. Okay? That's number one. Number two, is watch the process. We're funnel hackers. Okay? If you knew how much time and energy and effort and stress went into the choreographing of this event, to make a virtual event and make us $6 million in the middle of the Coronavirus lockdown, you'd be shocked. And right now, our numbers are higher than that for round two. Okay? So, we're tweaking, we're testing, we're figuring things out. So, watch the process, see what we're doing. Okay? So anyway, I want to share that for anyone who's missing the point. Okay? I used to always sign up for every coaching program. I think I paid a coaching program, one of them I paid $100,000 for this coaching program. I remember sitting through it and some people were thinking $100,000, they need to entertain me every second of every day for the rest of my life. And I was like, "No, no, no. All I need is just one idea. One little idea. If I get one tiny idea from this thing, it was worth a hundred grand," right? I used to go to tons of events when I first got started in this game. I went to every single event. Every single month I was going to some event and I'd sit through all of them. Three events, I'm just looking for one thing. I just need one little nugget. What's that nugget? I hear presentation one, two, three, four, five, six, seven. All of a sudden, presentation number eight, three fourths in the guy would drop something. I was like, "Boom. That's how I was looking for." Where he'd say something, he'd do his close a certain way and I didn't learn anything from his presentation, but I watched how he closed the sale and I was like, "That right there was worth 50 grand to me." 100% I would pay 50 grand to learn how he did that, how we closed the sale. Right? How his body movements were, how he anchored the stage, you're studying all the different pieces, right? You as a marketer, the content you're buying is only half of it, the other half is how do they sell it? How do they produce it? All those things. I want to make sure guys aren't missing it. Okay? I think sometimes you guys get so much in the consumer phase of things you're missing the orchestration of what you're trying to do. Okay? Watch what I'm doing. That's literally my favorite thing about our business is the fact that I get to sell you guys stuff, but then I can teach you later how I sold you stuff. It's so much fun for me. I could literally do a course tomorrow for a thousand bucks and show you how we choreographed a $6 million virtual event in the middle of Corona. I can sell it for a thousand bucks all day long or you could just watch it, just consume it. Watch the process, see what's happening. Anyway, I've got to bounce. I'm at my destination. If you enjoyed this episode, please take a picture of it and tag me on social media. I thank you so much for all you do. I love you guys. Thank you for listening. Hopefully you enjoy Two Comma Club Live and after you have a chance, go to the next one, make sure you do it. With that said, thanks everybody and I will talk to you all again soon. Bye everybody.
Hanging out behind the scenes of Two Comma Club Live, and Myron Golden was dropping gold. I decided to pick some up and give it to you guys today. Earlier this week, I sat in the ‘green room’ of the Two Comma Club Live  event with one of my favorite people, Myron Golden. Myron is a ROCKSTAR… as a presenter, speaker, and as a person. I was doing my podcast in between my 2CC LIVE talks, so I thought this would be a great opportunity to have Myron talk about how wealth and money LOVE speed, and how knowing these principles can change your life. Myron says… “If you want to create wealth in your business and for you and your family, you have to increase the rate in which you generate revenue. You have to increase the SPEED at which you generate profits.” Want to know how to do this? I hope you do, because this is THE KEY to creating wealth faster than you imagined. And you can implement this pretty quickly once you know the secret! Dive into this episode of Marketing Secrets for some Myron Golden magic! ---Transcript--- Russell Brunson: What's up, everybody? This is Russell Brunson and welcome back to the Marketing Secrets Podcast. Right now, I am actually in the green room, the Two Comma Club Live Event. This is the second time I've done this event. It's been really, really cool. And one of the presentations I wanted and one of the content pieces I needed for the event for everything to make sense was from Myron Golden. And if you don't know who Myron is, he is literally one of the coolest people on this planet. And I asked Martin if he'd fly to Boise to come and give a 20 minute content piece to everybody. And he said yes, which was insane. So he came yesterday and he spoke, and it was just super powerful. But then afterwards, we're sitting in the back in the green room talking about a whole bunch of stuff. And I'm not going to lie, he dropped probably 20 gold bombs and I pick them all up, put them in my pocket. But there's one, I was like, "I want to share this one with everybody." So I'm going to hand the microphone over to Myron here in a second and he's going to tell you guys this concept that's going to help you understand money and wealth and speed and why and how you can use these things to make more money quicker and change your life faster. So with that said, we're going to queue up a theme song and when we come back, you'll have a chance to hear from Mr. Myron Golden. Myron Golden: Well, hello, everybody. Myron Golden here, and I am really, really honored to be on Russell's podcast. And he asked me to share this concept about wealth having a need for speed. Most people don't understand how wealth is actually measured. Most people think wealth is measured in money, but wealth is actually measured more in time than it is the money. For instance, if you make $1 million, are you rich? And the answer is, it depends. What does it depend on? Well, I'll tell. If you make $25,000 a year and you work for 40 years, that's $1 million. Are you rich? No. But if you make that same $1 million in one year, are you rich? You're not Bill Gates rich, but you're definitely at least 40 times richer than the person who makes $25,000 a year. And the amount of money that you made was exactly the same. The difference was how fast you made it. See, most people don't realize that they already make enough money, they just don't make the amount of money they make fast enough or often enough. So if you want to create wealth for your family in your business what you have to do is you have to increase the rate at which you generate revenue. You have to increase the speed at which you generate profits. That's how you create wealth. And so if you make a million dollars a month, you're 12 times richer than the person who makes a $1 million a year. If you make $1 million a week, you're 52 times richer than a person makes $1 million a year. If you make $1 million a day, you're 365 times richer than the person who makes $1 million a year. So increase the speed. See, you spend money all day, everyday. People say, "I don't spend money every day." Oh, you do. Do you have a refrigerator at your house? Do you have an air conditioner or a heater at your house? Do you drive your car or someone in your family drives your car? Do you have cable and electric and all these other utilities? You have insurance. You're spending money all day, every day, and you're only getting paid every now and then. That's your biggest problem. So one of the things you want to do is you want to figure out a way to speed up how you get paid. So here's the first thing you do. Get paid more often. Well, in order to get paid more often, one of the things you have to do is you have to separate your income generation from time. How do you do that? You stop selling your time for money and you start selling a product instead of a service. When you sell a service, it requires time to fulfill. You paint houses. You can only paint so many houses a week. You get three houses this week maybe you're happy, you have a team. But if you get 30 houses this week, now you have a headache because you can't fulfill. So you have to do is sell a product. Why? It takes no longer to sell 300,000 products than it does to sell one. I remember the biggest sale I ever made. I've sold 155,000 copies of my book, From The Trash Man To The Cash Man, but I sold 100,000 copies in 15 minutes to one guy who owned a company. He bought 100,000 copies of my book for me. That was one sale, 15 minutes, and I sold the exact same amount of products. I sold more products, more books in that one sale than all the other books I've sold put together. So when you have a product, you literally give yourself the ability to speed up the rate at which you earn revenue. So have a product, that's number one. Number two, increase your price. You say, "How does that speed it up?" Well, if you sell something right now for say $2,500 and you change the price to say $25,000, now you just earn 10 times the money in the same amount of time. Wealth has a need for speed. So you increase the price. The second thing you do is, increase the number of people you sell to at once. Right now, we're in the green room at Two Comma Club Live. Eight months ago, we were at Funnel Hacking Live. Russell made an offer to 5,000 people. And only if 1% of those people buy, it's a crazy, amazing day. It's 10% of those people buy, crazy town. So one of the things you want to do is you want to make your offer to more people. That's why Russell teaches you the Perfect Webinar, because it gives you the ability to do your presentation one on many. That way, if a whole bunch of people say yes, and a whole bunch of people say no, they're all saying it at the same time and you're getting a much better result. Wealth has a need for speed. I've got one client, Eileen. She came to me. She wanted to buy my coaching program. She put down a down payment. She put down $2,000. She came to me, she said, "Myron," and she needed $18,000 for the rest of the down payment, that was just for half, she came to me, she said, "Myron, I really want to work with you." She didn't come to me. She called me on the phone and she said, "Myron, I really want to work with you. I thought I was going to be able to get the money and I wasn't able to get it. What do I do?" I said, "What you do is you collapse timeframes and make more offers." I said, "Take the number of offers you usually do in a year, make that number of offers every month. Take the number of offers you do every month, make a number of offers every week. Take the number of offers you do every week, make that number of offers every day for the next 30 days and you will have the $18,000." She said, "Okay, I'm going to do it." Well, she called me and told me she didn't have the money. I had no reason to doubt her. She called me back in six days and said, "I have the $18,000. Where do you want me to send it?" What did she do? She collapsed timeframes. She took an offer that she had. She started offering it more. She raised the price, started offering it more often, and made $18,000 in six weeks, and since that time she's had six figure days because she figured it out that it's easier to make a lot of money in a short period of time than it is to make a little money over a long period of time. She sped up her revenue generation and increased the wealth of her family. They were able to buy their family a new house. They were able to go on great vacations all because she realized that wealth has a need for speed. Now, it's your turn. Speed up your income generation. Take your life to another level. Do a Perfect Webinar. Raise your prices. Do all of the things that Russell's telling you to do and you'll look in your rear view mirror one day and you'll say, "Wow, I can't believe I've come this far." My name is Myron Golden. If you want to follow me, I'm on Instagram at Myron Golden, and I'll see you over there for more content. Back to Russell Brunson. Russell Brunson: Dude. That was amazing. Thank you, Myron. Hope you guys enjoyed it. Go follow Myron on Instagram and listen to every single word he says. He is amazing. Anyway, I appreciate that. Hope you guys enjoyed this episode. If you did, please take a screenshot on your phone and go tag me and Myron on Instagram. Post a picture of it, tag me and Myron. And do the same thing on Facebook. Tag us, that way we can see your thoughts, your biggest takeaway, your biggest "A-ha". Thank you, Myron. Thank you, everybody. And we'll talk to you guys all again soon. Bye, everybody.
How quickly can you explain yours and identify others’ actual business model?… For years now, you’ve heard me go on and on about ‘hacking’; funnel hacking, design hacking, copy hacking, business model hacking… And still, some folks think that when I say ‘hacking’ they hear ‘stealing.’ Please understand that stealing is unethical! Hacking is NOT stealing. It’s not copying. It’s not duplicating. Hacking is ‘modeling.’ It’s taking a close look at what works, analyzing WHY and HOW it works and then using that model as a FRAMEWORK for your business, your funnel, your offer. Inside our company, we even look at industries OUTSIDE of the internet marketing space to see what’s working and we ask ourselves: “How can this work in OUR industry? It’s totally different than ours, but the PRINCIPLES are applicable to what we do. Let’s explore THAT!” So…how would you like to know how to ETHICALLY HACK (not steal) a super successful business, and apply it to YOUR business? Then DO NOT miss this episode of Marketing Secrets. ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to Marketing Secrets podcast. All right. As we all know, 2020's been insane, but now that we are rounding out the end of 2020, getting towards the end, I've got some really fun, and exciting, and cool things that I'm working on that I'm so excited for. Most of them I can't tell you about yet, unfortunately. It's coming soon. I promise. I will divulge everything in real time as soon as I am able to here on this podcast, but you guys have been behind the scenes with me now for six or seven years. Again, it's coming soon, but until it does come soon, until it's actually here, I can't tell you the details, but I can tell you what my mind is thinking about as I'm going into these things. I want to share with you guys some of my thoughts about funnel hacking, business models, and really what you need to do to be successful quickly in any business you decide you want to jump into. All right. What I want to talk about is just I spend so much time with you guys, with entrepreneurs talking about all these core concepts, the funnel hacking, and offer hacking, and design hacking, and all these things, right? Where we're looking at other businesses, looking at what they're doing, and trying to understand their models. The reason why is because... It drives me nuts because I get people, somebody like, "Oh, Russel says you should copy." I'm like, "That's not what I said." I never said to copy. I specifically said, "Don't copy. It's illegal and unethical." I said, "Look at business models." You try to understand what someone's doing, right? If I was going to get into the T-shirt business, I would go find out who are the top 10 most successful T-shirt business owners in the world, and see what they're doing. What are they doing? How are they structuring their funnel? Do they have upsells? Do they have downsells? Do they do a whole bunch of front ends? Do they have one front end with a lot of back ends? Is it a Shopify store? Is it ClickFunnels? Is it a funnel to a store? What's the model that's working today look like, right? I would study it. I would spend a lot of time figuring it out, and as soon as I saw it, I'm like, "Oh. That's it." It would be super easy and I would just model it, right? I'm not going to copy it. I'm going to say, "Okay. I can tell by based on these people who are making X amount of dollars a month or a year that they start with this, and they go from here, and they go from here." Now, I'm going to take my own T-shirts and my own designs. I'm going to use that structure and maybe the same pricing strategy, but I'm going to do my own thing. Right? That's kind of what funnel hacking is, but it's interesting because if you look at... I don't know. I think sometimes we all over-complicate this. There's not that many different business models, right? Depending on what business you're in, there's one or two business models, right? It's interesting. I think not enough people spend time just studying like, "What's this person's business model? Let me understand. What's this person's?" One of the things I do when I meet new people for the first time is literally I try to figure out their business model. That's the first set of questions I'm asking them. I'm like, "Okay. So, what do you sell? What's the price point? What's in the funnel? Do you have upsells? Do you do back end? What's the price point? How much money do you make? How much money do you make from this part versus this? What percentage of your revenue comes from here, versus here, versus here?" Within about five, 10 minutes I can usually get a really good snapshot of like, "Oh, that's what the business looks like? I understand it." Right? Then all I start doing is I'm interviewing people, and talking to people, and trying to figure things out. I'm looking at whose business model is the sexiest? Whose is the best, right? It was interesting. I'm not going to name names because I don't want everybody funnel hacking this person and everything, but there's a person I was hanging out with recently, and the first time I had a chance to meet this person, and super impressed with this person. I'll just keep saying that. Honestly, the person's awesome. Anyway, I kind of knew what their revenues were, and I knew what they were doing, and I started asking them questions. Within maybe five minutes or so, I saw their business model. I'm like, "That's it. What am I missing? There's got to be five ways to over-complicate this, right? What if I did this, or this, or this, or this?" They're like, "No. That's literally my business." I'm like, "Oh my gosh. It's so simple, and so brilliant, and so beautiful." It's like, I'm not in that business, but if I was going to do something kind of similar, I'd be like, "There's the structure. That's what the business model looks like. I do this. It drives to this and drives to this." Right? It was so exciting for me. As I'm working through these new projects, I'm like, "Okay. That person's business model fit really good in this business over here, right?" I can see it really quickly. Same kind of thing... I'll just show you guys a super easy example that might make this more tangible like Ben Settle. All you guys know Ben Settle. You've heard me talk about him. He's the guy who pioneered this concept of daily Seinfeld emails. He read the DotCom Secrets book. I talked about this, right? But Ben's business model is so simple, okay? Let me explain it. He's got a landing page that people opt into. When they opt into the landing page, they keep a free copy of his Email Players newsletter that he sells for $97 a month. You get a free issue. After that, he emails you every single day, and he sells you, in every single email every single day, the ability to sign up for his $97-a-month newsletter. That it. That's the business model, okay? He's done that now, send a email every single day, for as long as I've known him, which is almost a decade now. I don't think he's ever missed a day. He's so consistent, but his business model is drive traffic to the landing page. People give you a email address in exchange for a free issue of my newsletter. Then send a email every single day telling a story talking about my newsletter, and get them to buy my newsletter for $97 a month. That's it. That's the business model. Super simple. Super easy. Super non-complicated. That's it. If I was like, "Man, I want to be in a business where I have a print newsletter," it's like, "Okay. What's the business model? Oh, okay. I need a squeeze page. I need a free copy of my newsletter, probably the best one I got. Then every day I'm going to send a email talking about my newsletter." That's it. That's the business model, right? If I was launching a newsletter business like Ben Settle, his is teaching email copywriting. Maybe yours is teaching weight loss, or keto, or it's photography, or I don't know. Whatever your thing, it's that simple, right? Maybe you're like, "I don't really want a newsletter. I don't want to do a print newsletter, but I want to do a membership site." The same model, right? Just use Ben's model, but instead of selling a print newsletter, sell a membership site. Send a email every single day talking about something and pushing it back to the membership site, right? It's a simple model. It takes you 15 seconds. When I met Ben the first time, I asked him some questions like, "So, you do this, this, this?" Within five minutes I'm like, "Okay. I got it. That's the business model. It's so simple. It's super easy." Right? Then another thing that's kind of cool, this is what I've been noticing Ben do recently. He's been doing this print newsletter now for like a decade, right? Each newsletter has got kind of a theme, and so what he's been doing, which is awesome, is he's gone back through the last 10 years of print newsletters. He's like, "Oh, these 10 issues that I talked about how I deal with haters, right?" He took those 10 issues, put them together into a hardbound book, and he sells the hardbound book for like 500 bucks on like, "My top strategies for people when you have haters." That becomes a book. I know because I buy every one of them. I bought that one for 300 bucks, and he went back through. He was like, "Hey, here's 10 emails to do if..." They have to do with, I don't know, bad customer support. He's takes these five, 10, 15 print newsletters, publish, puts them together in one book, and sells the book now for 500 bucks. Right? He does it over, and over, and over again. He's just going through the back archives, putting them all together into a book based on a topic, and sells the book to the same people like me, who read all the newsletters. Loved the newsletter, and they're like, "Oh, I want the book version because that's really cool, too." Okay? That's his business model. It's so simple, right? You've got to think. Sometimes we over-complicate this. I know that I do because I get so excited by the business models, right? But there's this new business I am working on with some partners and some friends, and the first thing I did is we sat down and figured out what's the business model. Right? It's not even the funnel yet. It's just kind of almost a step ahead of that of just like, "Okay. What's the model going to look like?" I said, "Okay. We are going to do a summit to get initial exposure, right? Then from there we're going to have a software that's all about lead gen, and then from there we're going to have this product and this product." Right? A X-amount-of-dollar-a-month continuity program and then a X-amount-a-month high-ticket thing. That's it. That's the business. We know this is what we need to create. This is the things, it's the pieces, and we're doing that. We're executing on them, but that's the business model, right? For me, I'm curious if I was to sit down with you and say, "Okay. What's your business model?" Could you tell me what it is? I remember my very first mastermind meeting ever when I joined Dan Kennedy and Bill Glazer's mastermind group, each person had a chance to share their business. I got up and my business model was simple. I said, "Okay. I drive traffic to this free DVD page. People pay me 4.95 to get my free DVD in the mail. I then send them this DVD in the mail, and then 21 days later we call them on the phone, and then we sell them a $5,500 coaching package, and if for some reason... Oh, and then between when they buy this or they order the DVD and we call them 21 days later, I try to get them to initiate an inbound call. I have a email sequence basically asking them to call me." That was the business model, and we did that, $10 million plus in that business model. A free DVD. 21 days later, call them on the phone. Sell them the coaching program for 5,500 bucks. Rinse and repeat. Do it over, and over, and over, and over, and over again. Right? That was our model, okay? I explained it really quickly, and then people could help me tweak the intricacies like, "Oh, what if you did this? What if you did this, right? What if I asked them about the DVD, you had an upsell or a downsell?" All these things where funnels came from, but we didn't have that initially. It was just, free DVD. Call on the phone. Sell them $5,500 coaching. Done. That was the business model, right? ClickFunnels is really simple. This is the ClickFunnels business model, right? Somebody comes and they buy a book, free plus shipping. We had our upsells and downsells to try to break even our ad cost. From there, we then push people into the ClickFunnels auto webinar. We try to sell a $1,000 version of ClickFunnels. On the thank-you page, we give them a $1 trial... or excuse me, a free trial. Then our goal is either they buy the six-month access for 1,000 bucks or they get the free trial, and then they're in ClickFunnels. After they're in ClickFunnels, our goal is to get them from $97 a month to send up to 297 a month. Then we're at 297 a month, to get them to send up to $2,500 a month. That's ClickFunnels business model. That's it. Everything else is just appendages to that, right? That is the model. That is the structure, and again, there are funnels and intricacies inside of it, but the business really is simple. We're selling software, but we lead with a free book offer. From there, we push people to a webinar that sells the high-ticket version of the software. On the thank-you page, we sell the trial version of the software. After we get them in the software, then we try to send them up through our value ladder. Very simple. Very easy to explain. Our question for you, I want you to think through this, is what's your business model? Could you explain it really simply? Could you write it down on a napkin? If I was to sit down and start picking your brains like, "Okay. What do you do? Tell me this. Tell me this," within two to three minutes, could I get a pretty good idea of what your business model is? Okay? Number two is if either you've got that or you don't. If you don't, it's time to start thinking through, "What's my business model?" Right? Or number one, or yeah. If you're like, "Yeah. I do know that," then congratulations. You're a step further than most people. The second thing I want you to do is start doing this to other business owners. I want you to start picking their brains, but not in a way of... Just picking their brains just to figure out what their business model is and say, "Okay. Explain your business to me. You buy ads, right? What happens then? You buy the ads, and where does it go to? Okay. It goes to my whatever page. Okay. Then after they do that, then where's it go? And then what are you trying to do, and how much money does it make?" You just got to ask these, a couple of steps. Within two or three minutes, you'll know really closely exactly what their business model is. This is a fun exercise I want you guys to do and have some fun with. With that said, Norah just came in, and me and her- I'm wrestling a bear. Norah is wrestling a teddy bear on the floor. It's all stuffy and it's really big. It's a huge teddy bear. It's twice the size of her, and she's wrestling it, and we're about to go out swimming. So, I'm going to end this episode of the podcast, and that's your homework this time, you guys. Write it down for yourself what's your business model, and then go and ask at least one other business owner, if not more, what's their business model? What does it look like? Start asking the questions, and see how quickly you can get a glimpse of, "Oh, this is all they're doing." It's actually really simple, right? There's a lot of things in business, but how do we make this simple? I want to understand the business model, okay? Enjoy that. I appreciate you guys. Thanks so much for listening, and I'll talk to you soon.
After your funnel is live, the next question is “How do I get people to actually show up to my funnel?” This episode will give you some ideas. Now that the funnel is ready, it’s time to ATTRACT an audience–your ideal customers–to your funnel. One of my favorite ways to get traffic to your funnel is to create anticipation and desire. When a big Hollywood movie comes out, what happens? The movie star goes on “The Tonight Show” to talk about the movie. And then they show a cool clip of the movie to get you all excited so you WANT to go see the film! The movie star gets you all pumped up to BUY a ticket to the movie. It’s the same with your funnel. You can create the same DESIRE and ANTICIPATION to drive people to YOUR funnel! Want to know how to create this same “I gotta have this” desire for your product, service, or offer? Then check out this revealing episode of Marketing Secrets. ---Transcript--- What's up everybody. This is Russell Brunson. Welcome back the Marketing Secrets podcast. Hope you're having an amazing day today. Today, I want to talk about all the things you do after your funnel is finished. A lot of people create a funnel, and they're waiting for money to come. No. That's where it begins, not where it ends. All right. So to start this one off, there's a funny quote I heard one time from somebody that said something to the effect of like, "I can't wait to get married because then I'll be at the end of all my problems." And there's this older, married couple who laughs, and they say, "Yeah, you just don't know which end it is." Is that the end? It's the beginning. And I think it's kind of funny. It's true in our world of entrepreneurship and building funnels, right. We go out there, and we spend all the time, and this effort, and we're like, "As soon as my funnel's done, then I'll make money. And then I'll be at the end." And you get the funnel done. And I came at the end, and me as an experienced marketer who's been doing this for a long time look at you and smile and says, "Yeah, you don't know which end. This is the beginning." Right? The funnel is the thing that converts to sale. Right? But it's not the thing that gets people to come to you. Right? And so that's kind of what I want to talk about today. And I'm going to lead back... I'm going to step back and put as a wrestling analogy because that's what wrestlers do. We talk about wrestling. So for those of you who are wrestlers, you know that to take somebody down, there's only a couple real take downs, right? There's a single leg, a double leg, and high crotch. Like that's 90% of the take downs. There's other things, but if you look at the highest level like Olympics and things like that, NCA, almost all of the take downs are one of those three. That's the majority of it. Right? So if you're looking at it from outside, you're like, "Oh, wrestling's really easy. I've just got to learn three moves." And from the outside, it looks like that. But the reality is for each of those moves, there's a hundred different ways to set it up and get into that move. Right? So there's so many things I can do to get a high crotch, or double leg, or single leg. There's a million things to do. And these are all setups. And so the skill comes in like... What are all the set ups? How do you do them? How do you do when someone goes here, or here, or here, or here? That's where the secret sauce comes from. Right? And so same thing is true in our world. Right? When you come to building funnels, there's not like an unlimited type, amount of funnels. There's about 10. If you read Dotcom Secrets book, I show them. These are them. Inside click funnels, I see over a 100,000 funnels. Of 100,000 clients, each one have multiple funnels. It's like millions of funnels I've looked at. And the majority of almost all funnels that generate any kind of revenue are one of these kinds of funnels. Right? So it's not like we've got to reinvent the wheel, or figure out the next thing. It's there. And if you don't know what those are, right, if you don't know what the double leg, single leg and high crotch is for funnel world, go read the new updated hard bound Dotcom Secrets book. They're all in there. There's no secret sauce. Like, they're there. You have those, you've got everything you need. Right? And so that's the first step. So the second step now is like, "Okay, how do we get people in? What are the setups? What all different ways that we get somebody to come in, and start buying that book?" Sorry, I'm looking at my book right now. Get them to come into my funnel, and buy whatever I'm selling. Right? So that's kind of the next step. That's what I want to talk about today, is just help you understand that when the funnel's done, now you're on the other side of it. So I've been doing this... And I talked about during, I think the last podcast episode, us launching the understand.me summit, which has been so cool. And it's been doing really well. We launched on the first day. We hit the 1 Comma Club on day number one. And my partners then started freaking out, they were so excited. And it's just... it's fun seeing it all come together. Right? And then... So what was fun is the summit launch. And they went to all the speakers, they promote it, a bunch of speakers promoted it. And then they're like, "Okay. Day two. What do we do now?" And I'm like, "Yes, you were at the end of your problems, but it's the beginning end. It's that end of it. Right? Now, we've got to figure out how do we keep promoting this? What are the things that we do?" And so... And again, there's tons. If you've read the Traffic Secrets book, you've seen I go through tons of different ways to do these things, right? And the reality is that the number of setups for a single leg are unlimited. The setups of the way to get someone in your funnel are unlimited. And you guys start being creative, start thinking about it. What are all the different things? Obviously, can go buy Facebook ads. You can buy Google ads. You can do those things. You can do things with like... they start getting creative. And so what I told our people, and so I'm giving you guys this as an idea, right? I said, "Okay, now a lot of speakers have promoted it. The next phase is how else we get them involved in this promotion? Like what other things we can do?" I said, "The first thing to do is we should interview them, right?" Like when a big new movie comes out in Hollywood, what do they do? They don't just go buy Facebook ads that tell people, "Show up." The actors who are in the show, they go on the road and they start going on the talk shows, right? They're on the Today Show, and the Tonight Show, and Good Morning America, telling the story of the movie, why it's going to be so good. They show a little clip of it, and get people excited. Right? It builds anticipation and desire. I said, "We've got to do the same thing with our summit, right? If you want people to come in, we've got to do the same thing. We've got to build the anticipation and desire, and get people fired up." And so my next assignment for Mike and Mandy was like, "Okay. Go back to all the speakers and say, 'Hey, can we do a Facebook Live on each of your fan pages?'" We can do the Facebook Live. And they said, "Sweet. What do we do on Facebook Live? Do we do another interview?" I'm like, "No, no, no, no. You're not doing an interview. You already did the interview. That's the content. That's what we're giving them. We don't want... The goal here is not to give people more content. It's to create the desire for the content. Right?" Think about like when you look at the Tonight Show and Robert Downey Jr. is coming to talk about End Game, he's not showing you the movie. He's not giving you the content. He's creating desire for the content. He's going to tell you some funny story about what happened while they were filming it. And he's like, "You guys want to see clip of it?" And he shows a little clip, and people are like, "Oh, I must go see the movie." Right? You call all your friends, like "Cancel all your plans," and you buy your tickets, and you're there. Right? Because it created a desire for the movie. Right? So all these setups, right, this set up is for single leg, this is the setup for your funnel. They're all things that create desire for the thing that's inside of your funnel. Right? And so I said, "When you do these interviews, they're not long, the short that's three, five minutes max." Right? And maybe 10, if you really want to go along, but I don't think it needs to be that long. Right? And so it's three to five minutes. And the question was like, "Hey, we're here today with so, and so. They're part of our understand.me summit. We're so excited. And a really quick, this guest, they specialize in blah, blah, blah, blah. And do you want to tell us really quick, why you got excited about this?" And the guest comes on like, "Oh yeah. So I got excited about this because blah, blah, blah, blah, blah." Right? Cool. "Now inside the summit, obviously you told us all your secrets about how you do blah, blah, blah, blah, blah. But tell us what's one quick thing that they're going to learn when they have a chance to listen to your presentation." Right? And the person's like, "Okay. Well, we went deep, but one cool thing they're going to learn, they're going to learn how to do blah, blah, blah, blah, blah." Okay? Notice this, the person that said, "Let me walk you through the process." The person said, "In the summit, you're going to learn this thing." Right? So it's creating desire, is telling them what they're going to learn, not how to do the thing. Right? It's just like, "Here's what you're going to learn." So it gives them that little thing. And now they've got the hook. And then the last thing is for the host to be like, "Okay, now my favorite thing about your interview is blah, blah, blah, blah, blah." Right? And then everyone... And then they have a call to action. Like, "Okay, if you guys want to hear so-and-so's interview, go to whatever.com." And that's kind of how it was. Right? So I told them, "Go to all speakers and do that." And hopefully we can do it on their fan pages because if it is, then all of their fans are going to see this cool interview with that person pushing them back to their thing. Right? And so that's kind of the next phase of promotion. Okay? Again, those are all different setups, right, to get somebody in the leg. Now, you start thinking, "Okay. How else how can we amplify this? How else can we boost it?" And so my next thought is something similar to what we did when I did my interview with Tony Robbins, right? When I launched the Expert Secrets book, I was lucky enough to have Tony Robbins interview me on his fan page. So his fans saw the interview, which was crazy. But then when it was done, we called Tony's team, like, "Hey, a ton of people saw the interview. Can we get access to your ads account? And we'll actually pay for the ads to promote this interview to your people." And Tony's people were like, " What's in it for us?" I'm like, "Well, we'll pay for the ads, and you'll get affiliate commission. So there's there's money in it for you, and all this stuff." And they said, "Sure." So they let us have access to the ads account. We promoted Tony's interview to Tony's people. And that video ended up being seen by over 3.5 million people. Right? Another setup to get more people now to watch the presentation, which gets them then to come to the funnel. Right? So it's just like always taking it to the next step, and the next step, and the next step further. And so that's the next step for us. It's like, "Okay, now, after we've done the interview, let's see if we can promote that to their following and get more noise out there to create more desire for people to come back into our funnels." Okay. And so again, this is just one little strategy. There's a million of them. I just want you guys thinking differently, right? I want you guys thinking differently, besides just, "Hey, my funnel's done. Now what?" Like... Okay, now it's done. What do they do in Hollywood? They take the show on the road, the actors, the people so if it's your product, you should be going on the road, getting interviewed, doing things like that. If there's people in your product, you should be in their fan pages, and getting... interviewing them on their fan pages to get people to come back. There's so many things you can do. If you've got success stories, if you've got students who had success with your product, you can go on their fan pages, their personal pages and interview them about their success story. And then use that as an ad. I remember when Kaelin Poulin was building LadyBoss, I remember she told me she was like... There's a segment of the market that loves her. Right? They're like, "I love Kaelin. She's amazing." And they just listen to her. But she's like... Because you know... If you know Kaelin, this is getting back when she was first getting started. She had her nose pierced, tattoos, she kind of had this edgy feel. And so some people loved that, but she was like, "A lot of the moms didn't connect to me very well." And so she's like, "I understood that. So I was like, how do I open up my, my business to those... I want to attract those people, and I can serve them, but they just don't connect with me as close as you know right now." And so she said, "Well, who of my customers are moms who'd gone through the program and had success?" And she found a couple of them. And she said, "Can I interview you about your success story?" And they said, "Yeah." And so... it's kind of a cool story. She actually went through the Expert Secrets book and took the Epiphany Bridge script questions. And she sent it to all of these women, and said, "Okay, I want you to write your story, answer these eight questions." Right? And took the eight questions from the Expert Secrets book, and filled them out. So like, what's your backstory? What was the... blah, blah, blah. They filled out the questions. And then Kaelin got on the interview, and interviewed them on Facebook Live, asked them the questions. The women got them emotional, and all of a sudden had Kaelin interviewing a mom who had gone through a program that had success. And then Kaelin interviewing a guy who'd gone through it. Maybe that wasn't true. I don't think she lets guys in. Anyway, but you know what I mean. All these different people in different segments that weren't Kaelin. And then they took those videos of the interviews, and those became ads that targeted that demographic. And all of a sudden that demographic was like, "I know I may not connect with Kaelin, but man, I connect with the person that Kaelin helped, and because of that, now I connect with Kaelin." Right? And it starts opening up this huge, new markets, new doors for you. So I'm telling you this because I just want you guys thinking differently. Right? There's so many ways to do this. It's just being creative and starting to have fun with this. Okay? There's the art and the science of funnel building, right? The science is like, "This is the funnel structure." Dotcom Secrets is like, "Here's the science. You build the funnel distractions. It's how it works." Expert Secrets gets into the art of like the messaging inside the funnel, and Traffic Secrets is the art of how do you get the ads out there? You know? And in Traffic, there's art and science. There's how do you do the placements, those kind of things. But there's the art of how do I create things? How do I find things that are interesting? How do I get people's attention? And that's where it gets fun. So, anyhoo, I just wanted to share some of those ideas with you guys, mostly to stimulate your brains today, and get you guys thinking differently. Okay? Because if your funnel's done and it's launched, you're at the end of all your problems, but you're about to find out it's the other end. It's the beginning. And it's time to start learning the traffic side of this game, and start having fun with that as well. So with that said, that yes, I appreciate you all. Have an amazing day, and I'll talk to you again soon. Bye, everybody.
I’m launching a new company, here is the step-by-step of what I’m doing and why. A couple of months ago, we launched Two Comma Club LIVE, where you can get the virtual experience of all the INSANE goodness from Funnel Hacking Live right in your own home. For the Funnel Hackers who took advantage of our ‘2CCX’ coaching that we offered on the Two Comma Club LIVE event, I also included an opportunity to watch me build an entirely new business from the ground up! A TON of people took us up on that crazy offer BECAUSE they get to see me create this brand new business and launch it IN REAL TIME! You get to watch me take an idea and make it a reality…how it’s done, in the order it’s done, and everything it takes to make it successful. From ZERO to Profitability! Want to know what this new business is and what’s coming next? Then check out this new episode of the Marketing Secrets podcast.
Stop Stopping! Whenever you guys hit a roadblock, you stop. You gotta stop stopping! This is one of the big reasons why many hopeful entrepreneurs don’t succeed. It also affects everything else in your life; relationships, health, finances, fitness, you name it. People allow SO many things to STOP their momentum. Procrastination, excuses. food, friends, Facebook, the phone, and on and on. Want to know how you can STOP STOPPING? Then GO and listen to the podcast right now…and don’t let anything stop you! ---Transcript--- What’s up everybody, it’s Russell Brunson. Welcome back to Marketing Secrets. I had a funny story tonight… So, what this came from initially is Setema, some of you guys heard him speak at Funnel Hacking Live, he’s been in Inner Circle, he was in the Inner Circle last year. And he gave this one presentation it was so cool. He had four or five points he was going over and I remember one of them that had a big impact on me. I never found my notebook. All I remember is he said, “You need to stop stopping.” And then he started talking about people who go and hit roadblock and then they stop. You need to stop stopping. He said that things happen and then people stop. He’s like, “you gotta stop stopping.” And he kept saying that over and over again. It was funny tonight, we got back after a long week, we had this big party at one of the neighbors houses tonight. It was probably about 250 kids at this thing, it was nuts. My kids are out there swimming and partying and Collette and I came and took the younger kids home and then I just went back to go grab them. I grabbed them and they’re all cold and tired and hopped up on sugar. You know how it is. Summer parties, I guess end of Summer parties. Anyway, so I go and get them loaded in the car, drive them home and came into bed and Dallin, my oldest, he’s getting ready for bed and he has this thing where he kind of stalls and stalls and stalls and he kept stopping. And tonight, after the 5th or 6th time I’m like, “Come on bud, let’s go. Let’s go.” And then he was putting his shirt on and he kind of stopped there and he’s just sitting there and I was like, “Dallin, you have to stop stopping.” He’s like, “What Dad?” and I’m like, “Stop stopping.” He’s like, “Wait, what?” I’m like, “Stop stopping.” I kept yelling it and he starts laughing. Anyway, I was getting Bowen for bed, and he kept doing it too so I’m like, “Bowen, you have to stop stopping.” And he was like, “Wait, what Dad.” And I’m like, “You have to stop stopping.” And he’s like, “Oh that’s really cool.” And I’m like, “I know.” And then I did it to Ellie. Everyone else was passed out. Collette passed out a little earlier too, with Aiden. And Norah was long gone. Anyway, as I had fun doing that and yelling at the kids and telling them to stop stopping, I just kind of realized how powerful that is.  I was like, I gotta grab my camera just because I think that this is why most people don’t succeed. And not just in business, this is like any part of life. Good relationships, people just stop. In business they stop. In development, in sports, how many times do people just stop. I’m not perfect either, I’m guilty of this as well. But I think one of the reasons I do have success in this avenue of my life, in business and stuff like that is I just stopped stopping. You hit something and you keep going and keep going and keep going and keep going. So for any of you guys who have a habit of stopping, you start working on a project and you stop. You start doing this thing and then you stop, and then you start doing something else and then you stop. You get stopped by whatever. It could be Facebook, phone, friends, food, something, all F’s. A bunch of….I was going to say something inappropriate, anyway, they’re all F’s. You gotta stop stopping. I think that’s it for most people. You get a little turbulence and you stop. You gotta stop stopping. So this is it. I’m going to say it ten more times so it gets rung into your head so every time you’re moving forward on something, you’re getting direction, you’re getting momentum and start moving in this thing, you hit something and you want to stop, I want you to hear me yelling in your ear, “Stop stopping. Keep going. Stop stopping. Go, go, go, go. Keep going. Yes, it’s a trial. Stop stopping. Yes, it’s a hurdle, stop stopping. Yes, that’s frustrating, stop stopping. Yes, I know there’s pain associated with that task, you don’t want to do it. You gotta stop stopping. Just keep moving forward. Stop stopping.” So there it is. There’s my rant for you guys tonight. Stop stopping, keep moving forward, that’s the goal. If you do that, you’ll get what you want. If you stop, you won’t. It’s physically impossible if I want that thing over there and I start walking towards it and I stop, I can’t get it. I’m like, but it’s hard, or I’m tired, or I’m hungry, or I’m blah, blah, blah, fill in the blank with your excuse. If you stop you’re never going to get there. It’s impossible if you stop. You gotta stop stopping and just walk and keep going despite all of the fear and stress and pain and all the other stuff that happens with it. Because I know it’s there, I’ve felt it before, you’ve felt it before. But I think about all the things in my life that have been great, it’s because I stopped stopping. Wrestling was hard, I didn’t eat most days. I would way in Monday, this was in high school, I’d be at 160 and Thursday I’d be at 130. I couldn’t stop, I had to keep going forward, I learned how to stop stopping and literally stopped eating. But yes, I stopped stopping and kept moving forward. I became great at that. Business was the same thing. I would stop because we’d get hit and didn’t move, and after years of doing it, I figured out how to stop stopping and keep moving through all the pressure and the pain and noise and keep going. There’s other aspects of my life where I haven’t been as good, where I’ve stopped. This is good for me too. There’s two avenues in my life where I’ve stopped. I gotta stop stopping too. So this may be for you but it’s probably for me. So Russell, stop stopping. You, whoever you are listening right now, it’s time. It’s time to stop stopping. It’s time to move forward, let’s go. I’m going to go and stop stopping if you commit too. Alright? Cool, stop stopping. See you guys soon. Bye everybody.
Two cool ways to help you read faster, and actually remember and implement the things that you learned. I was at this mastermind recently and I was talking to a good friend of mine, Alex Hormozi (who used ClickFunnels to help grow his GymLaunch business from Zero to over $50 Million in just a few years), and he said… “Russell, I don’t read a lot of books. I read a few books multiple times.” And I thought that was so profound.  (He’s read my book “Expert Secrets” 9 times). So for retention, Alex reads just a few books many times. It gets better! I recently discovered something where you can read books quickly AND retain way more information. And I mean WAAAY more! I’ve taken a few speed reading courses in my life and nothing seemed to work. But this technique I stumbled upon is AMAZING! And it’s so simple… So check out this episode if you want to become a super speed reader AND comprehend more of what you read! ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. So excited to be with you guys today. In fact, right now I'm actually on the location at a secret film shoot. Well, I guess it's a secret now, won't be secret after the video goes live. Hopefully billions and millions of people see it, but we filmed some really cool ads today and had a quick break and thought I would jump on and say hey to you guys. Last week I was actually up in a mastermind group up in Northern Idaho at Priest Lake with a bunch of cool guys. And I had two big epiphanies, two takeaways, two cool things I want to share with you guys about reading. The first is so that you can actually read more. So if you want to get more books done, you got a whole bunch of books you want to get through or you just got that one book you're stuck on, you can't figure how to get through it. This will help you to be able to read faster and the second one is to help you actually retain more. That way, the things you're reading, you're actually able to use them and implement them as opposed to just reading just to hear stuff and keep moving on like most people do. So those are the two things we're talking about when we get back from the theme song. All right, so like I said, I was up this mastermind group up in Northern Idaho, a bunch of really cool people there. But one of my favorite people hanging out with is Alex Hormozi. And I had so much fun with him up there and I'm not going to lie. Part of the reason why I wanted to tell you this is because it inflated my own ego, so I am going to take that because it feels good. So I was talking to him and we were talking about books and stuff like that. And he looked at me and he told me, he's like, "Russell, first off, I understand that the new hardbound versions of Expert Secrets and Dotcom Secrets are a million times better than the originals." I was like, "Thanks, man. I appreciate that." He's like, "No. No. Really. I don't think you understand how many times I've read these books." He's like, "I don't read a lot of books because of that what I do is that I start it and I read it and I read it slowly and when I get to the end, I flip it over and I start over again." He's like, "I read Expert Secrets." I think he said like nine or 10 times since it came out, which is crazy. He said Dotcom Secrets probably five or six times and Traffic Secrets, same thing, like five or six times. And he said, "Most people they try to read a lot of books. He said, "What I do is I try to read one book a lot of times," and I thought that was so profound. I think there's this thought or this belief in society especially in the entrepreneurial world that you have to read a book a week and stay on top of and have all this information inside your brain, but I don't think that's true. In fact, I remember Steven Larson funnel hacking live two years ago. We talked about that. I said, "You hear all the time that CEO reads a book a week." He said, "The problem is that none of us are CEOs right now. We're entrepreneurs. Our job is not to try to learn this broad, vast knowledge about lots of things. It's figure out this one thing, like how do I get this business into orbit right? That's the only thing we should be focusing on." And I remember Steven talking about that said, "Look, we're not CEOs at this point." He's like, "Russell's maybe a CEO, but not even there yet. We're entrepreneurs. There's a difference. We should not be reading a book a week." And then when Alex said this, he said, "I don't read a lot of books. I read a book a lot of times." That was like this big takeaway. I think for so many of us, we try to read a lot of books. I think that if we start shifting our thoughts like Alex's, you'd have more success, and to put in perspective, Alex is probably one of if not the fastest growing companies on the Click Funnels platform right now. It's insane how much they've done, how big they've grown. And it comes from reading one book lot of times. And then I asked him, "So what's your favorite book of all three?" And he's like, "Well, what's your favorite book?" I told him, "I think my favorite, I think is Dotcom Secrets." That was my foundational to the funnel world. He told me he's like, "My favorite is definitely Expert Secrets by far," as his favorite. And I ran a poll on Instagram and asked him, it was crazy because most people liked Expert Secrets the most, but Expert Secrets is one that sells the least of the three books, which is interesting. Dotcom Secrets, well, I think Traffic Secrets would probably end up selling the most because it's the most general. Dotcom Secrets is probably number two and Expert Secrets is the hardest to sell, but that's his favorite. And most people who respond to the survey say that Expert Secrets was their favorite. Another thing I want to kind of re-stress this, he said that the new updated versions are way better. Dotcom Secrets is laid out better. It's more thought through. Expert Secrets moved to a whole new level of frameworks and it's a lot more in depth. So anyway, if you don't have the new updated hardbound versions, this is my challenge to you to go get the new ones. They are that much better. They're a lot better things. Trust me on that. If you don't have all three, if you go to secretstrilogy.com, you can get the entire box that you can just pay for it once and get the whole box shipped out to you. So secretstrilogy.com. Anyway, so that's the first thing. If you want to retain more stuff, the key is not to read a lot of books. It's read one book a lot of times, okay? Again, Alex said as soon as he gets to the end of the book, he flips it over and it starts over. So that was cool. The other side of this, this is not how I gave to Alex, actually when I was reading the Traffic Secrets books, there were a couple of books I needed to read out of research because I was like, "I know there's something in here I want to make sure I understand before I finish writing these books, but I didn't know how to get the stuff in my brain fast enough." You know what I mean? I was like, "I can't sit down and read these books and take forever." And so instead what we did is I sat down and took the book and I don't know if you've tried to speed read before. I've taken a lot of speed reading courses and I can read pretty fast. So I was trying to speed read the book. I'm like, "I'm not going to finish this book." It's hard to keep pace when speed reading. So I got the audio book. I put it like 4X speed, but then I couldn't keep up with it because it's like going so fast. And I had this idea. I was like, "What if I did them both at the same time? What if I have the book, by listening to the audio version on like 4X speed and then reading along my hands," it was crazy. When I did that, I'm able to... first off, you can read way faster if someone's reading it to you, right? So I can cruise through it, like with my hand in the book. But the second thing is like, if something in the audio goes too fast, I see the words as well as your brain picks it up more. And so I can retain and I can understand so much at 4X speed when I'm listening and reading it same time. A couple of these books I was trying to get done in during my research phase, I read the entire book in less than 90 minutes, which is crazy. Normally it would take me, I'm not a fast reader, so it probably take me a day, day and a half, to get a book like that done and a little over an hour it was done. In my head, I understood it and comprehended it and had it at a deep level because I saw it as well as hearing it like dual modalities. Right? And so for me, I understand there's something like I need to get this in my brain or I have to get through a lot of heavy reading. I get the audio and the text and I do it together. In fact, some years I've been geeking out Atlas Shrugged, which is like a 1600 page book. And the first, I don't know, two or 300 pages is kind of heavy to get through. I knew I wanted to get through it so I could get to the good stuff. That's exactly what I did. I was on my vacation on the house. I had my big old fat book, I had my audio book, cranked up to 4X speed and I was reading it with inside the book as I was listening to it. And it got me through the hard part of the book, to get me deep into the part where I was like enjoying it and loving it and I just listened to the book at normal... well like 2 and a half speed the rest of the book after I got past the first two or 300 pages. And so this is the trick. I told her. I told Hormozi that and then he... I told him I had my favorite book right now. It's called American Kingpin. If you guys haven't read it yet, it's so good. It's my gift to you right now to go read that book. I told him about that book and it's a big book and he jumped on the plane and then he downloaded the Kindle version of the book and then the Audible version. And on his flight home, he got through the entire book, which is a huge book that took me like two or three weeks to get through. And he messaged me, he's like, "I finished American Kingpin. That was amazing." I'm like, "You finished? I saw you like 12 hours ago." He was like, "Yep, it's done. I never get through books fast." And he's the one that I told you earlier just flips over and keeps reading. And the fact that he was able to get that entire book in his brain that fast was pretty cool. So anyway, I thought those were two really cool reading hacks. Number one is instead of reading a lot of books, read one book a lot of times. And number two, listen to the audio while you read it and then you can go a lot faster. You can increase it to double speed, 3X speed, 4X speed and still remember and retain and understand it. And that way as you're going through it, you can really get more information to your brain. So I hope those two reading hacks help. I hope you get more done. I hope you get more ideas in your head, help you get through some books and help you really master the things inside the books you need to understand and actually learn. So that's all I got for you guys for today. I'm going to go down and finish this video shoot. We got some funny scenes coming up with Mentos and Funnels and Coke and a bunch of other cool stuff. So you have to wait to see the video. It's going to be amazing. All right. Appreciate you all. Thanks for listening. If you enjoyed this episode, please take a screenshot here on your screen and then tag me on it @RussellBrunson on Instagram and use #marketingsecrets. And tell me what book you're either reading more than once and or the book you listen to with audio literacy with the book you guys are reading. And if for some reason you don't have the box set yet, go to secretstrilogy.com, get my box set, get the audio books there as well as well, and then you can go in and listen and read at the same time. All right, thanks you guys. Appreciate you all and I'll talk to you all again soon. Bye everybody.
The Magic "B" Word...

The Magic "B" Word...

2020-09-1422:411

The one word that changes EVERYTHING When you understand and execute the magic “B” Word, you can have more success in your life than you ever dreamed of. Not understanding or executing on The Magic “B” Word can have unfavorable consequences. So, what exactly is the ‘B’ word? It’s BELIEF. Want to know how to EASILY adopt an attitude of BELIEF that can catapult you to success faster than you thought possible? Listen to this episode of the Marketing Secrets Podcast so you can get to where you’re going FASTER no matter what stage of growth your business is in. ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. All right. Hopefully you enjoyed the last episode. I gave you guys one of the pre-trainings from the Build your Brand Challenge with me and Dean and Tony. And today I'm going to give you guys the second one. It's funny. I actually did this training at my in-laws house in front of a tree in the only spot in the yard I could get good enough internet to do it. And while I was doing this, just to put the perspective, I had my son with a BB gun, pretending to shoot me in the face right behind the camera. In the middle of it, my pop socket popped off. And one of my kids, my 10 year old climbed up on the roof of the house. I'm doing, while I’m doing a live, I’m watching things in the background, trying to not be distracted. But in this we talked about the magic B word. What is that B word? Well it's the one that's going to determine whether you're successful or not. And so I want to share this episode with you because, again, I think it'll help shift your mindset and it's one of our pre-trainings we did for the Build your Brand Challenge. I hope you enjoy it. We'll queue up the theme song. When we get back, we'll jump right into that training. What's up, everybody? This is Russell, and I'm going to be starting here in a couple seconds. Just wanted to jump on real quick and say hey to everybody. How excited are you guys for the Build your Brand Challenge? How excited are you for Monday? It's coming very, very soon. I hope that you're half as excited as I am. I know me, Dean, and Tony have been going crazy getting this ready for you guys. And I'm pumped to spend some time with you guys today. We got 10 minutes for some pre-training, get you prepped, get you ready, get you emotionally ready for this moment, this time, literally like a date with destiny over the next week that's going to have the possibility of shifting everything for you. I'm actually on a family vacation right now. Last night after a long, hard day, we decided to jump in the car and drive a couple hours and come to a rodeo, which was so much fun. And now we're at my in-laws house. I'm in the front yard. It's the only spot I could find that had good enough internet to go live with you guys. I hope you forgive me then because you probably hear some lawnmowers in the background and kids running around, and so I apologize in advance for that. But I'm here because we've got 10 minutes of pre-training to go through, and I wanted to get you guys excited. So first off, before I get too deep into this, we've got different levels of people coming in here. We've got people who are the dabblers who are like, "Oh, I'm just checking out, seeing what's happening." I got those who are insane, who are all in, who are going to go a million percent no matter what. So I'm curious, if you're a dabbler, write "Dabbler" down below. If you're like, "I'm all in," write "I'm all in" down below because I want to find out exactly who I'm hanging out with, who I'm serving today because I don't deal well with dabblers as you'll probably ness. I like hanging out with people who are going all in all the time. So if that's you, then down below, let me know. Okay. All right. Awesome. Okay, we got a bunch of guys coming in right now. So as we were preparing this week... Next week we've got so much cool stuff prepared and lined up for you guys. And Dean asked me ahead of time, he's like, "Hey, if you were to talk to people before the training starts to help them, to get them inspired, get them excited, get them to break down the barriers, anything that's going to hold them back from success, what would you tell them?" And so we started kind of talking through some topics and some ideas, and one of the things that I wanted to share with you guys, which is right in my first pre-training, was talking about the transition from growth to contribution. How many of you guys had a chance to watch that video, me talking about growth to contribution? Okay, I'm asking because since I've done that video, over 50,000 people registered for the challenge, so tons of you may have missed it. So make sure you go back to the announcements. And my biggest recommendation between now and when we go live on Monday is go watch all the pre-training. We designed these things and structured in a way to help break through false beliefs, get you motivated, get you excited, help you see the future, help you see the vision, where we're going, what we're doing. And so if you haven't, go watch that, okay? Make sure you guys are watching that. But my first thing I wanted to talk about was that transition from growth to contribution because that's everything. That's why we do this. That's the why behind it for me, and hopefully it becomes the why behind it for you. That contribution is the thing that's going to change your life more than anything you've done up to this point. Okay? So that's the first part of it. The second thing I want to talk about... Man, the guy lawn mowing the lawn is getting closer and closer. Hopefully he runs out of gas soon. The second thing I want to talk about is something that I call the magic B word, okay? If you saw the description, magic B word. So what is the B word? And I want you to understand this because in my belief, in my understanding is that this thing, if you understand this, if you execute on this B word, it'll give you the ability to have success in anything you do in life. Okay? If you don't, it'll guarantee you fail at anything in life. Now we might be, "What is that? What is that thing?" and the B word that I want to talk about is simple. It's the word belief. Okay? It's interesting. I've been doing this game now for 18 years, this online marketing game. A lot of it I've been doing teaching and coaching and stuff, and I've seen in this much time a lot of commonalities, and what's interesting is that there's always people that come into anything we do, and they come in and they're skeptical. So what is a skeptic? A skeptic's someone who comes in and they want the result, but they're skeptical, which means they don't believe that you can give it to them, right? So they come in, they're skeptical, looking around, and the whole time they're looking at me like, "What's wrong? Where's the hole? What's the gap? What's broken? What's the wrong thing," right? They're looking for the problem the entire time. And as they start looking for the problem, guess what they always end up finding? The problem, the reason why they cannot be successful. Despite the fact that hundreds or thousands of people around them are having success, they're able to say, "Oh, well, Russell talks too fast so I can't have success," or "Oh, Russell, Dean, and Tony, they sell something, therefore they've got to have ulterior motives. They're not here to try to help me." Everybody's got these different things, right? And it's like the skeptics never have success, right? Ever, in all things. This isn't just in business. This is in sports. I'm a wrestler, and so as a wrestler growing up, I remember we'd go to practice and my coach would say something. I was just like, "I'm here. He's my coach." So anything he said, I just did. And other people are like, "Well, I tried that one time. It didn't work. Oh, well. Oh, well. I'm not very flexible. Oh, my arms are shorter. Oh, I'm not faster." They always had some excuse about why they couldn't do it. They were skeptical. They were always looking for the reason why they could fail because they wanted to be able to blame it on something as quick as humanly possible. They didn't want to take personal responsibility for it, okay? And so if you don't come into this through the lens of belief, I guarantee 100% that you will fail this person. 100%. Now if you are someone who traditionally in your life is more skeptical, it's going to be tough for you. And my guess is you've probably struggled with a lot of things in life because you come in skeptical. This is what I want you understand. When I first got into sports, I remember my coach, the guy who was my coach, I was like, "This is my coach. He's amazing. Therefore, anything he says, I will believe no matter what. Even if doesn't make any sense to me, there's a logic, there's a reason he tells me, I'm going to believe it." And so I remember coming in, my coach was like, "You need to do this." I'm like, "Okay." And he'd tell me how to do a move or what to do or whatever, and whatever he said, I just believed it with 100% certainty. I was like, "This is the coach. This is the person who I got to be my coach, therefore whatever he says, I will just do. I believe him 100%." And as I did that, guess what? I became a better wrestler. I didn't have excuses about why I was going to fail, why I wasn't good enough, why I wasn't talented. I could have been... There's so many things. I saw so many people... my teammates who fought every single thing. But instead I said, "Okay, okay." I didn't talk back. I didn't fight back. I just believed. And same thing started transitioning into business. When I got into business, I remember I started finding different coaches and mentors, and I would join different groups, I'd be part of stuff like this. Not at this scale. I've never been part of a group that's this big. But I would get involved in stuff. I remember the coach or the teacher, whoever started teaching me something. And I would watch as other people in the audience or the people who were in the Facebook group, whatever, who'd be like, "Well, I heard so and so said this," or, "Oh..." And there was all these different things. I remember I was like, "Dude, I'm paying this person to tell me what to do. Therefore, I'm going to believe everything he says, or she says, whatever it is." And I just believed him. When I hire a coach I do the same thing. I just believe him. And because of that, I have success. Okay? So the reason why I'm telling you this is because you came into this game, right? You came to this Build your Brand Challenge, and you said, "Look, there's three people who have had insane amounts of success." You got Tony Robbins, who arguably there's probably no one on this earth that's been more successful in so many things than Tony, right? You got Dean, who's been doing this game for a long, long time, right? When I was in high school, I used to watch Dean on infomercials. This is how much of a nerd I was. I would watch his infomercials, I record them on VHS, and then I re-watched them and I take notes on how he sold. That's how much of a geek that I was in high school. And I've been doing this game now for 18 years. I know a lot of you guys don't know me yet, we haven't met, and we'll get to know each other a lot more of the next five days. But I own a company called ClickFunnels, and in the last five years, we've helped over a thousand people make a million dollars. Okay? We've done this. This is not our first rodeo, right? Yet, there's so many people who come into our world... Sorry. The neighbor's car is backing up. Those who missed it, I'm at my in-laws right now. We came to a rodeo last night and I didn't have anywhere else to stream. So apologize for any lawnmowers or people driving by, or my kids going nuts. Anyway, I remember that the people that are successful ones are like, "All right, I'm here. You're the person I brought in, my coach. I'm just going to believe whatever you say," and they just do it. They don't ever come back like, "Oh, I heard this," or "What about..." and the different things. And I promise you, if you come into this challenge skeptical, if you come in not believing, it's 100% going to keep you from having success. If you come in like, "Look, I'm not going to understand this stuff. Sometimes Russell's going to talk too fast..." It's kind of like Mr. Miyagi. You remember Mr. Miyagi and Danielson when he's like, "All right, this is the deal, Danielson. You want to learn how to fight? This is what we're going to do. First thing you do is you come in here and you're going to wax the car. Wax on, wax off, wax on, wax off." And Danielson's like, "All right," starts waxing, he goes, "No, no, no, no, no. Grab again. Wax on, wax off." And Danielson's kind of like, "All right." So he starts waxing and eventually waxes like 30 cars, right? He comes back, he's like, "All right, Mr. Miyagi, I'm ready to learn to fight." He's like, "No, no, no, no. First, we must paint the fence." Takes him over and starts painting the fence, and Danielson's like, "Paint the fence?" He's like, "Paint the fence," as he's forcing him, he's all mad and angry. He does three or four chores like that and finally comes back to Mr. Miyagi, he's like, "Look, dude..." This is me paraphrasing because I haven't seen the movie in a little while. But he's like, "Look, dude, I came here to learn how to fight. I'm not doing all your chores for you anymore." And then all of a sudden, Mr. Miyagi throws this punch at him... and instinctively Danielson does what? Wax on and blocks the punch. He's like, "Oh." And then Mr. Miyagi kicks him. He's like... Paints the fence and blocks the kick. And all of a sudden, he's like, "Oh. That's why he had me wax the car and paint the fence, to learn these things." There are going to be things over the next five days you're like, "Why in the world is Russell talking to us? Why did Tony tell me to do this thing? Why are they asking me to do these things that are so uncomfortable? I don't want to do this. That was so painful. Why must I wax the car? I just want to make money. I just want to build my brand. I just want to change the world. I do not want to be waxing the car. I don't want to be painting the fence. I don't want to be..." fill in the blank, whatever the thing is, right? There's going to be times it's not going to make sense and you're going to be confused, you're going to be frustrated, all these things. But I want you to believe. Come into this through a lens of belief. Believe that Tony, Dean, and I have your best interest. Believe that we want you to be successful. Believe this is not our first rodeo. I went to a rodeo last night. So that's why I'm using that analogy. This is not our first rodeo, okay? This is not my first time I've taken a group of people through a process like this. It's not Dean's. It's not Tony's. We've done it over and over and over again. And we know how this works. We know the process. We know what will give you success. And we're going to take you through that process. We're not going to lead you astray. We're not going to tell you anything that's not going to work. If you've joined this challenge, you've entrusted us with that. You said, "Look, I trust you, Russell. I trust you, Dean. I trust you, Tony. Please take me on this path." So that means you need to come into this with full belief. Do not come in skeptical. "Oh, well, what if this doesn't work? What if that..." Blah, blah, blah. Those are the things that I guarantee if you follow those, if you get into that trap of skepticism, you will fail. 100% failure rate if you have skepticism. But if you come in believing, that's how you're going win. And I can't guarantee your success, but I can guarantee that if you come in with a lens of belief and you follow the process, you do what we say, and you just believe that we know what we're talking about, at the end of it your chance of success is much higher than if you come in through the lens of skepticism. You will not be successfully coming through skepticism. So that's the kind of game plan. I'm pretty set. Should I go buy some some wax, car, and paint? It might be a good idea. So I wanted to just kind of lead with that because... I don't know. I know these things. I've been in this process. I'm on my own side, right? There's things I'm really good at. I understand this is a business game. It's fun. I understand it. It doesn't stress me out. There are other parts of my life that freak me out that I step into and they're scary and they're not comfortable. Day two, Stacey Martino is going to be coming and teaching you guys. You're going to love Stacey. She's helped over 10,000 people save their marriage. And doesn't just help save marriages, but also make a marriage great. And so my wife and I went to her event. I was like, "I want to experience this with my wife and myself and our family and the relationships I have." And I went to that event, and for me, that was very uncomfortable. I don't like going into a room with people talking about our feelings and our emotions. So for me, I've been in that same zone you are. But I said, "Look, Stacey's going to be my coach in this thing, so I'm going to do what she says even if it makes no logical sense." And there's a lot of stuff she told me that makes no logical sense to my mind, yet I believed her and I did it, and holy cow, it's worked in my relationships. Anyway, so I want you guys to understand that as you're coming into this challenge because so many things are going to come up. There's going to be times where you're like, "This is over my head. I get information overload. I'm overwhelmed." Or you're going to come in at a point where you're like, "Man, Russell and Dean want me to go live," or "They want me to go do this thing. They want me to push a button and put my face out there. They want me to make a video. They want me to..." There's going to be parts you're just like, "Ah!" Your skepticism mind's going to look for every possible way that it can fail. It's going to be shifting around, like "I can fail there, there," and it's going to be like, "Yes, yes." And for some reason we want to fail because we don't want to have that fear of "Ah!" We want to be able to blame it on something, so your skepticism mind's going to try to... And I want you to just put on blinders and say, "Look, I don't know. It doesn't make sense. But I believe. I believe that Russell, Dean, and Tony have my best interests in heart. I believe they're taking me on this journey. I believe them. We're going to do it." And if you do that, you follow that process, you guys, that's where we can help you. That's where we can change your life. That's where we can give you the transformation you need, okay? So how many of you guys are up for that? How many of you guys are up for 100% belief in the process, in your mentors, in everything we're talking about? If you're in with 100% belief, in the comments down below say, "100% belief." I want to see that from as many people as possible. 100% belief. I want to see like a hundred of you guys. We got almost 600 on right now, so as many as you guys can, 100% belief, tell me down below because that is going to be the key to your success. Okay? The skepticism is going to be the key to your failure. All right. We've got to coming in. We've got the belief. We've got the belief. Oh, man, I'm so excited. You guys, this is going to be so much fun. For those of you guys who have... If you've ever struggled business in the past or building a brand, all these things we're going to be talking about, if you struggle with that stuff in the past, I'm hoping that this is going to be the thing. All of us had that. Before I got successful in business, I spent 18 months... I tried thing after thing, after thing, after thing. I tried everything. Then it wasn't till something happened where I had my shift and all the sudden I was like, "Oh, it all makes sense now. I can run. I can go. My goal... I want to give you guys that shift and that transformation this week because as soon as you get it, then it becomes fun. Last night we were at the rodeo, and one of the guys who's at the rodeo here, his name is Tyson Durfey. You can look him up. He's a world champion calf roper and one of the coolest guys I've ever met. So we had a chance to watch him compete, and we hung out afterwards, and he's been starting his own business and building his own brand. It's funny because he told me, he's like, "I struggled. I struggled. I struggled." Then he's like, "Then finally I got it." He's like, "This is the most exciting in the world." Now he's got his course online. He's making... I don't want to do any income claims. He's doing really, really well with it, though. And last night he told me. He's like, "It's crazy." He's like, "Now I understand." He's like, "I see it everywhere." He's like, "I've got a buddy who's an ex-football player. He's a world champ or a Superbowl champ and MVP at Superbowl," all these things. He's like, "I can take what I know now. I can help him to do the same thing that I just did in the rodeo industry." I was like, "I know. Isn't it crazy? I was the same way. When I first figured this stuff out I was like, 'I have to tell everybody.' I was just so excited." The last decade and a half of my life has been dedicated to that because it's so exciting and it's so much fun. So if you failed in the past, if you struggled in the past, it's okay. Don't put that pressure and stuff. Come in with a clean slate, having belief, open-mindedness, jump into this, having so much fun. And I promise you that if you do that, we can give you the transformation. Okay? So that is the magic B word, belief. Now I want to go one step further, okay? It's interesting because right now the biggest goal is for you to believe in the process, to believe in your mentors and to go all in and do it, right? But after you figured out, you're like, "Oh, this is actually super easy. Why was I stressed about this? You're going to have success." And then what's going to happen is you're going to start building your own tribe. Your own people to be coming in. You're going to be serving them and helping them and what you're going to find out is your number one goal, your number one job when you start bringing people in and you're serving them and you're changing their lives, your number one job is to get them to believe. It's crazy. People ask me all the time with ClickFunnels... For those who don't know, my company's called ClickFunnels. We've got 120,000 active entrepreneurs who use our platform. And people always ask me, "Russell, what's your job at ClickFunnels? What do you do?" I was like, "I've only got one mission at ClickFunnels, my only goal. My goal is for people to believe that this works for them. That's it. That's what I do." So all my books, my Facebook Lives, my courses, my challenge, everything I do is to get my people to believe because the process isn't hard. You just do it. I've done it so many times. It is not difficult at all. I can do it in my sleep. Oh, there's an ant running up my leg. Sorry. Anyway, I can do it in my sleep. You give me any product, any business, I know the process. I'm not scared of it. I know it. And so my job is not... The teaching part's important and it's there, but the framework's, it's not difficult. It's not that hard. My biggest thing is I have to get you to believe. That's what I've got to do, Tony's got to do, Dean's got to do. We got to get you to believe. And when you get your people in whatever it is you're doing, your same job is you've got to get your people to believe, okay? Believe the process. You become the belief cheerleader. I want you guys to understand that because for a lot of you guys it's going to be uncomfortable right now to get that belief out and to be able to do it. It's going to be uncomfortable. I want you to remember that feeling because as you start serving your people, they're going to feel that same thing, as well. And so you can go back to that place, like "Man, I remember this one time I took this challenge that was uncomfortable for me. It was uncomfortable. Dean and Tony and Russell were telling me to do these things and I'm so uncomfortable, but I believed them. And because of that, here's the breakthrough I had, here's the transformation, here's why I'm able to serve you now." And then for them, whatever the business, the industry, the brand that you're building, that's your job is you become the belief cheerleader for your customers. That's it. If I can get you to believe, the process is not difficult. Making money online is not hard. Building a brand's not difficult. Getting you to believe that you can, that's the hard part. Somebody who's like, "Well, I believe it works, Russell. It works for you. It works for Tony. He's a giant, for crying out loud. Of course it works for him, but not about me. It's not going to work for me," right? That's the thing. That's what I got to get you to believe. I don't have to get you to believe the process works. I know you've seen it. You've seen it over and over and over and over and over and over again. I have to get you to believe that you can do it. That's the hardest job that we've got. Okay? So if you come in and help us by getting that belief, coming with 100% belief and not coming in skeptical, not coming in looking for what could possibly go wrong, but coming with belief, it'll change everything. It makes our job easier, and it's going to be huge. And like I said, I'm going to be over the next five days your guys' biggest belief cheerleader on the planet because I believe in you. I know that every single one of you guys has a message. You have a mission. You've got something that can change the lives of the people you've been called to serve. Okay? I know it. I've seen it over and over and over again. And so if I can get you to believe that you've got the capacity, the ability, the tower of things to do it, it's not that hard. The process is not hard. The tactics are not difficult. It's just the belief, between your ears. If you can believe it, we can achieve it. So anyway, I appreciate you guys. This is going to be so much fun. I hate when there's 600 people hanging out with me to end anything, but I want to be respectful of your time and let you guys have the weekend to get prepared and ready for the challenge. Again, we start Monday. It's going to be so much fun. If you're not sure what to do, I would recommend a couple of things. Number one, go back through all the pre-trainings that me and Dean have been doing. Those are worth watching. These are mindset shifts we need to give you to help you be more successful in getting it. So number one. Number two, if you haven't got a trial to software, you don't have to have it to be successful, but we created software that's going to be amazing. We're giving you a 14-day trial just to play with it... Excuse me. We'll also be doing the challenge. You can do it on your own paper or whatever, or you can plug it in the software as we're doing it, which is going to be a way better experience for you, way more fun. So there's a link, and I think it's trymastermind.com. There should be link above or below me where you can go try it. It's a dollar trial. We give that dollar, all that money goes to feeding kids. And then you have 14 days. 14 days does not start until Monday, so you got 14 days from Monday to use the software. If you don't like it, cancel. If you're like, "I can't afford it," cancel. But it'll help make the process of this challenge way easier because you'll be able to have this tool to plug things in and be able to see it, and yeah. So anyway, that's it, you guys. I appreciate you. Thanks for hanging out. This is just the beginning. This is pre-training. Training did not even begin yet. Monday it starts. I think Monday is going to be a really fun day. You got me, Dean, and Tony going live. I'd block out at least two hours for it. And then we're going to give you a homework at the end. And again, the homework's going to be uncomfortable and you're going to be like, "But I don't want to, Russell. Dean, don't make me. Tony, why are you so big and tall? I feel like I have to do it." But you're going to do it. And when you do that, you're going to get more belief. And then you'll be like, "Oh my gosh, I did it. I took this uncomfortable action. I believe I can do it." You're going to believe the next thing and the next thing and the next thing. If you give yourself that permission just to try, even if it doesn't feel comfortable, very soon I promise you guys it'll be worth it. So anyway, appreciate all. Thanks so much for everything. Oh, Sharon said, "I bought software, but I don't have the download link yet." Yeah, the software will open up on Monday. So that's from the 14... Sorry. My pop socket just popped off the back of my phone and that's why I dropped phone. Anyway, but there should be download links and stuff in there. If not, message our support. They can help you get everything. All right. That's all you get, you guys. I appreciate you. Have an amazing weekend, and let's get started. Monday it all begins. Monday is your day with destiny. This is where your life shifts, when you shift from growth to contribution. If you don't know what I'm talking about, go watch pre-training. You're going to make the shift from growth to contribution. You will grow more. You'll learn more. You'll feel more. You will have more life-changing experiences than you've ever expected or had at this point because you're making the shift, and I cannot wait for you guys. I appreciate you. Thanks so much for everything and I'll talk to you guys all soon. Bye, everybody. Let's go.
Growth Vs Contribution

Growth Vs Contribution

2020-09-0922:271

The past week has been INSANE! My good friends Dean Graziosi, Tony Robbins and myself just launched a new offer from our joint “Mastermind.com” venture called “The Build Your Brand Challenge”! I did some high level PRE-TRAINING leading up to the challenge and I focused on what I believe is crucial for success: Transformation and Shift. And one of the biggest transformations and shifts happens when you go from GROWTH to CONTRIBUTION. ---Transcript--- What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. This last week has been insanity. Just so you know, you probably saw if you're on my email list or listened to anything we're doing, but we launched a new software company with Dean Graziosi and Tony Robbins and the software, you can go see it at Mastermind.com, if you haven't yet, but it's a marketplace where people can put in their courses and they can run live masterminds and a whole bunch of other amazing things and really excited, but what's even more exciting, for you guys as my marketing nerds, is how we marketed this whole process. We did this huge five day challenge, had over 200,000 people registered for it. From that, over 30,000 people signed up for the trial of the software. Now put that in perspective, click funnels after the first year of me grinding out click funnels, we had 10,000 members. So, 30,000 signed up during the trial or during the prelaunch week. I have no idea how many are going to stick and things like that, but I would say this is definitely... I'd be shocked if this is not the fastest growing software company in the history of all time. So, it's exciting. Now, one thing is that during this launch, before the live training actually started, Dean and I went back and forth and did some pre-training. I helped prepare and get people ready for the challenge and I did two pre-training sessions and I thought they were really good. Whether or not you're in the challenge or not, I think they're really good and so, I wanted to share them with you over the next two episodes. So, you can get a sneak peek about some of the pre-training stuff that hopefully it'll help you with some of your mind saying you prepared for the journey that you're on as well. So, that said the next two episodes are going to be from my pre-training and this first one is titled The Shift From Growth To Contribution and you've probably heard me talk about this in the past. I talk about it a lot in the Expert Secrets book, but I thought... Anyway, I'm just excited to share this with you because I think a lot of you guys it's going to be the thing that helps you to want to get off the sidelines and get into the game. So, that said, we’ll queue up the theme song, and when we come back you will have a chance to hear my first pre-training from the Build Your Brand Challenge. What's up everybody? I think we're officially live now. Hopefully this is all working. I've never done it this direction before, but I'm excited to hang out with you guys today and I wanted to jump on really quick and do another pre-training. Dean started off yesterday with our very first pre-training here inside of the Build Your Brand Challenge and today I want to get you guys even more excited, if that's possible. I'm not sure if it is or not. I know I'm super fired up for what's going to be happening for you guys over the next week or so. We have been killing ourselves preparing for this moment to give you guys the transformation and the shift that I know you want and I think it's going to be something that's really special and so, I just wanted to jump in here today and get you guys more fired up and give you guys just a vision of what to prepare for and how to get ready. I think when you guys have a chance to start on Monday, it's going to be insane. So, hopefully you are prepared and you got the time blocked off and the energy you're going to need because it's going to be a lot of fun. So with that said, how many of you guys are pumped to be here? How many of you guys are excited to be in this group? Seriously, this is the group. This is growing faster than anything I've ever been involved with. Yesterday, we had over 26,000 people register for the challenge. Today, it's noon my time and we're already 10,000 people registered today. This is growing so fast and it's exciting. So first off, if you haven't invited your friends yet, invite people you love. Do this with them, okay? I don't know about you, but the first time I did a weight loss challenge, I tried it by myself and I gave up after 30 seconds, right? Then I invited my wife and my friends into it and then we lasted and it was amazing. So, make sure to invite your friends, invite family members, invite business partners, other people who want to do this kind of thing too. Bring them in the challenge with you. Participate. I promise you if you have other people doing this with you, you're going to love it even more than just doing it by yourself. So, that's number one. Number two, this is what I want to talk about today. Dean said, "You can talk about anything you want Russ. What's the biggest thing you can give people?" And I think as I was thinking about this, I was like hey, I know that a lot of you who are here today, you've come off of Tony's list. You've come off of Dean's list. You've come off of my list and my guess is if you are here today, then you probably like personal development, right? You like growth. You like trying to figure things out, you like studying and learning and you're obsessed with it, right? Let me know if I'm in the right group. How many of you guys are obsessed with personal development and growth and trying to figure out how to get yourself to the next level and the next tier? If that's you in the comments down below, I want to know. There they are. I can see you in the comments now. Okay. So, that's you guys. Let me know if that's the kind of person you are. My guess is you are, otherwise you wouldn't be here. I know that's the kind of person I am, okay? I know when the very first time I went to a Tony Robbins event, I was there because I wanted more in my life. I wanted to figure out how to have a better marriage, how to have more happiness, all these things, right? And I was looking for ways that I could personally grow, okay? And how many of you guys have felt that or you're in that stage right now of growth where you're like, "I need to grow," and you're studying and learning and you're listening to podcasts and watching videos and doing all the things because you're just loving this growth phase of your life? How many of you guys are in that phase right now? All right. We've got a lot of... All right. We've got you guys who are in the growth phase. So, I want to talk about this because there's a time in all of our lives that we go through growth, right? And you keep growing and growing and growing, but eventually the next tier of growth doesn't happen through you just growing more, right? From listening to the podcasts, from reading another book, the next phase of your own personal growth is when you start shifting from growth to contribution, okay? And so, some of you guys are thinking, "What are you talking about?" So, it's shifting from growth to contribution. So, contribution isn't where... Growth, as powerful as growth is, growth is about you, right? It's about you figuring things out. Contribution is about you helping other people and when you help other people, the most amazing, fascinating thing happens, is you start growing at a faster and higher tier, right? And business, I believe, in building your own brand and all the things you're going to be learning about is the next tier of that. That is the greatest contribution you can give is taking these things, taking all the growth, all the things you've been given, all these gifts and shifting it to now how can I use these things to help change the lives of other people? And when you do that, that's called contribution. So, I'm going to show you guys some stories to illustrate how this has happened in my own personal life and it's probably going to be a reflection of how it either has happened in your life in the past or it's going to be a glimpse of what's going to be happening to you guys as you go through this challenge, which is really cool because my goal for you is I want figure out how can I get you guys off the sidelines? How can I get you to not just keep growing and making yourselves better, but how do we shift to start transitioning, to start serving more people, okay? That's how we're going to change the world as business owners, as entrepreneurs, as people who care, okay? And so, the very first time I ever got this. So, anyone who knows my story, I was a wrestler growing up, right? It was my thing. It's all I cared about. It's all I thought about. I wanted to be the best wrestler in the world and so for me, that's all I did. In high school, I was obsessed. I would wrestle every morning. I'd wrestle every night, before school, after school, during school, I'd sneak away and go wrestle, as much as I could wrestle. I would go to camps. I'd read books. I watched videos and it was all about growth, right? And during my high school career, I became really good at wrestling. In fact, all through high school I was a state champion. I was the high school all American. I took second place in the nation and all these things, right? But for me, that was my time of growth. I was just learning, absorbing everything. Every coach I could find, every person I met, every single match I would watch, I'd study. What are they doing, why they were doing? And it was a growth phase in my life, okay? I got done with high school and I was lucky enough to get some scholarship offers to colleges and the summer before I went to college, I remember one of my wrestling coaches said, "Hey, I'm doing this wrestling camp. Would you like to come and help coach?" And I was like, "Well, I never actually coached before." I'm a wrestler and I'd been to the camp before as a student, I'd never gone as a coach and I was like, "Ah, I don't really know." It was my last summer after high school. I'm going to hang out with my girlfriend at the time and things like that and I remember my coach was like, "I'll pay $200 for the week," and I was like, "I'm in," because I had no money. I was like, "200 bucks is insane!" So, I went to this wrestling camp and it was the first time that I had been given the reigns of hey, no longer are you here to learn. You're here to help these kids. Here's the kids that you're in charge of helping and I remember I was nervous and I was like, "Ah, I know these things, but I never taught them before. I never shared them. I never helped other people with them. I know they work for me, but will they work for these people?" And I remember one of the moves I'm really good at, the move called the cheap tilt, and at the wrestling camp there's 300 kids there and the coach is like, "Hey Russell, I want you to teach your best move to all these guys," and so, I calm down the kids and I try to teach them. Here's how you do cheap tilt and I showed them how to do the move. I said, "Okay, go practice it," and I thought oh, they'd understand it. I remember the kids going out and they start trying to do it and none of them were even close to getting it right. They were horrible and I was just like, "What in the world?" I'm like, "No. Come back in. Come back inside." All the kids come back in. I'm like, "No, you did it wrong. This is how you do it." I showed them again. I said, "Okay, go try it again." They all went out there and none of them could figure it out and I had this shift. I was like okay, they're not getting it. This seems so simple. How are they not able to figure this out? And so, I had them come back in and said, "Okay, what am I doing and why am I doing it?" And I started noticing okay, the reason why this is working is because this is how my hips are structured and this is where I'm holding his arm and I started looking at the things, I started breaking it down and I started coaching the kids through it and I started showing them. I'm like, "Okay, the reason why this works is because this is how you're hip," and I started showing them all the little intricacies and as I started showing them that, I was like, "Oh my gosh, I had no idea that that's why this worked," and I started thinking about my own personal life, my own personal growth. The reason why I lost this match, I didn't accomplish this is because of these little things I hadn't noticed before and as I started coaching kids and started showing them and started contributing to the help of other people, I became a better wrestler, okay? It was this transition from me trying to learn everything to me trying to teach people and trying to show people and trying to contribute to others that I got the next level of growth, okay? And same thing happened to my business for years. I was going out there selling products, selling services. I was having success and eventually I hit the ceiling where I couldn't grow any more. I didn't know why and I thought my growth ceiling, I've hit it. I need to shift to contribution and that's how I started helping other entrepreneurs, other business owners and showing them what I was doing and as I taught them things, I started understanding why things worked and why things didn't work and it helped me get to the next tier of growth, okay? So, for all of us who are obsessed with growth, the good news is you're going to continue to grow, okay? But the better news is that your level of growth will first be first, getting something new, it gets really fast and then you start hitting the ceiling of growth, right? Now, when you start hitting that ceiling, you're like, "I'm looking for more. I want more. I know there's the next level." The next level is contribution. It's you shifting from being on the sidelines and growing to you getting out on the field and coaching other people and helping them and helping them through that process, okay? And that's why I'm so excited about this Build Your Brand Challenge is my goal and Tony's and Dean's is to help all of you guys who have been in this personal development space, who have been growing, how do we take the stuff? You've become someone amazing. How do we help you to contribute? How do we shift that from growth to contribution? And you do that by building your brand, by creating a business, by sharing these gifts that you've been given, okay? That's what we're going to be talking about, which is so exciting. How many of you guys are freaking out about this? Okay. Now, I'm sure there's two sides, okay? Hey, half of you guys are probably here and you're like, "Yes. I'm ready to change the world. I've got these gifts, these talents, these things that I've learned. I know that I can change somebody's life with these things. I want to go and do it," right? And you're looking forward to that. You're so excited, right? How many of you guys are in that phase where you're just freaking out. You can't wait til Monday. You want to start running today, okay? Now, the other side. How many of you guys are on the other side and you're like, "Whoa, I don't know if I'm ready. I am still growing. I'm not ready. I'm not prepared," and you're on that side? Okay and you're like, "Ah, I'm not ready yet?" So, let me know. There's two sides. How many of you guys are like, "I'm pumped?" How many of you guys are like, "I'm freaked out?" I want to know which side, okay? If you're pumped, comment, "I'm pumped." If you're freaked out, comment, "I'm freaked out," and if you're both, be like, "I am a little bit of both Russell," okay? Because I want to see both. I know that all of us come here at different phases of our life, okay? All right. We've got people who are pumped. People who are excited, people who are nervous. Okay. So, I want to share one last story with you guys for those who are on the nervous idea of, "Oh my gosh, this is scary," okay? And I get that because I was the same way. I remember when I first got started in my first business, my first journey like the one we're about to take you on, I was the same thing. I don't know if I'm good enough. There's people that are smarter than me. There's people that are better than me. There's people that have done this longer. I'm not ready and I remember thinking out loud in my head, "As soon as I've done this, then I will go and I'll start helping people," right? And what's funny about it is now I've been doing this for 18 years. Tony and Dean have been doing it for 100 years each. I still, at this point in my career, don't feel like I'm ready, okay? So, hopefully that gives some of you guys hope, but I know that I was like, "Man, if I don't start today... There's people I can serve today, right? And maybe I don't feel like I'm the best in the world. I'm not Tony Robbins yet. I'm not the next tier. That's okay. I've started on this journey and I'm a few steps ahead of people behind me and I can look back and I can grab their hands and I can help them. I can pull them to where I'm already at, okay? I don't know all the answers. I don't know exactly where I'm going, but I do know how I got to here and I can look backwards and I can grab people's hands and help them, okay? There's a book, well there's a movie. How many of you guys have seen the movie Catch Me If You Can? Okay. Leonardo DiCaprio's in it. It's a really fun movie about this guy named Frank Abignull, Abignull, I think is how you say his name and he was a forger, a criminal. He did all sorts of things, right? And the movie's really funny. It shows all these different things where he's an airline pilot and he's a doctor and he just shows up and he acts like he knows what he's doing and people just let him do stuff. Now in the movie, this part didn't make it in the movie, but if you read the book, Catch Me If You Can, the book, there's a chapter in there where he talks about how during his life of tricking people and things like that, he actually went to Brigham Young University and he walked into class. He sat down in class and there was no teacher. He said, "I'm just going to teach this class," and it was an advanced sociology class. So, he got up in front of it, opened the book and started teaching advanced sociology and he taught it for an entire semester, right? And he didn't know it. He just showed up and he started teaching it and later when the feds actually caught him and arrested him and they were doing all the interrogations, they asked him this question, they said, "How in the world did you teach an entire semester of advanced sociology? You were just a kid," and he said something that was so profound. He said, "All I had to do is every night I'd go ahead and I'd read the book and as long as I stayed one chapter ahead, I was able to lead all these students where they needed to go," okay? And so, that's the key. You guys have been doing this for a while. You've been going through this growth phase where you're learning, you're growing, you're becoming better at whatever your skill is, whatever your craft is, right? Everyone is different. Some of you guys, it's weight loss, some of you guys it's fitness, some of you guys it's business. I mean, you guys, whatever it is, right? For me, it's this thing called funnels, which most of you don't even know what that is yet, but that was my thing that I became obsessed with and I started growing and growing and growing, right? And even though you may not be the best in the world or where you think you want to be or whatever, as long as you're a chapter head, you can go back and start helping people and start sharing them and start taking them on this journey with you, okay? And so, I want you to remember that. You've been on the sidelines learning these things and you become somebody amazing. Otherwise you wouldn't be here, right? There's a reason why you're here. You felt that tug, you felt that pull. That's why you registered. You're like, "Yes, I want to be part of this. I want to create my own brand. I want to do these things." So, you've been doing this. You're already two or three steps ahead of so many people that you can serve. So many people's lives you can change and so, I'm excited and Tony and Dean, I think we're so excited to give you guys the tools now to look back and say, "Okay, I may not be where I want to be yet, but I'm a few steps forward from these people and I can serve them. I can change their life," okay? I can give them some of the gifts that I've been given and when you do that, this is what's amazing, okay? This is where you start shifting, where you've been in a phase of your life, you've been growing, growing, growing and you're going to shift to contribution. You're going to look backwards and say, "Oh my gosh, these are the people I can help," and you're going to start pulling them along and start giving them the gifts and the tools and the things that you've been learning and their life's going to get transformed and as you do that, as you make that shift from growth to contribution, that's where you're going to have the next phase of your growth. A phase that is unequal to what you've experienced from your own personal growth. I've gotten 100 times more growth from contribution than ever have from growth alone, okay? So, if you've been like, "Man, I've been on fire, I've learned so much in my life. I've grown so much," you have just scratched the surface, okay? We're going to be taking you through a process from growth to contribution and in this journey, you're going to get 100 times more growth than you've ever experienced so far in your life and it's not going to make sense at first. It's not going to be like, "Oh, sure. Russ, I don't believe that," but I promise you when you experience it and there's nothing better than when you have a chance to look back and you help pull somebody and you give them the transformation. Your own transformations are amazing. I remember them. The feeling you get and like, "Oh, I had this transformation." Whatever your thing is, right? You had this transformation that changed your life and it was amazing. It feels so good. Now imagine that times 100. When you look back and you give that same transformation to somebody else, it's always better every single time and so, that's what we're excited to give you guys. That's what building your brand and building a business and all the things are about, is taking this growth phase that you've been having and it's transitioning it to contribution, okay? So, my goal for you guys is for any of you guys who've been doing this for a while, who you're excited is I want to get you guys off the sidelines and come and play this game of contribution, come and play this game of business, come and participate in it and it's going to be hard. It's going to be scary. It's going to be fun. It's going to be all the emotions are going to happen, okay? One of my friends, Steven Larson, said that starting a business is the greatest personal development course you will ever go through. You will learn more about yourself, about the things you're good at, the things you're bad at. All these things are going to happen and it's going to be crazy and it's going to be scary and it's going to be so much fun and so, we are excited to take you guys on this ride. I'm excited to be on this ride with you guys to take you through this process. As we were crafting out next week and I was just thinking back about when I got started and the very first time I had a chance to learn some of these things, the very first time I had the aha and the epiphanies and these moments and how transformational it was for me and I am so excited to give you guys some of these aha's. So, my goal for you is to show up and to show up at a level you've never done before. Show up with excitement and energy and I don't care if you're nervous, if you're afraid, all those things, show up anyway and we're going to take you through a process and it's going to be fun. It's going to be simple. It's going to be easy. It's going to be something that I think you guys are going to love and I think that's what I want to share with you guys today. So, if you're pumped, a couple of things. Number one, I'm pumped. The Monday is going to be so much fun. I'm going to be going live again before Monday. By Monday, it's going to be me, Dean and Tony and we are going to... Anyway, I think we're all going to try to one up each other. So, I'm going to be bringing my best stuff day number one. So, do not miss it because I don't want to look dumb in front of Tony Robbins. Completely honest, I'm a little nervous about that. So, I'm going to be trying to up my game higher than I've ever done in my past. So, day number one is going to be insane. We've got a special guest on day number two that I cannot wait to share with you guys. Her name's Stacy Martino. If you haven't met Stacey yet, she's somebody who literally is in the same journey with you guys. She's just a few steps ahead of you, okay? Stacy's someone who, and I'm not going to ruin her, I'm not going to tell her whole story, but she's someone whose marriage was falling apart and she figured out some frameworks and some tools and some things to save her marriage and after that, she started implementing these things that we're going to be showing you guys and she'll be showing you exactly how she's done it as well and in the last few years, she's had a chance to save over 10,000 marriages. People that go through their programs have less than a 1% divorce rate, which is insane considering the country's is what? 50, 60, 70%. It's crazy and she's going to show you guys the same journey and you're going to learn from her. You're going to see from her. You're going to see the shift from growth to contribution, how this personal development she did for her own marriage, how it changed her marriage, changed her life and now, the shifting to contribution, how she saved over 10,000 marriages. Look at that. How much better does that feel? That is insane. So, you're going to hear her story on day number two and day number... Oh. The whole week is choreographed and built out in a way that's going to be transformational for you guys and so, I'm excited for you. Also as you guys saw when you signed up for this, we also have this really cool software platform that's going to make this even easier for you. In fact, on Monday you're going to have a chance to go in there and start building things out and that's not required for you to go through this challenge, but it will make the process so much easier. So, if you haven't got that yet, make sure you go back and get the trial for the software. That way you can just use it. It's free during the challenge. It'll give you a chance to use it. If you don't like it at the end, you can cancel it, but it gives you a chance to go in there and start building out the stuff we're going to be doing together and man, there's so many fun things. I don't want to ruin the surprise, but it's going to be amazing. I'm really excited. So again, how about this? This is your first homework from a growth to contribution standpoint. All of you guys signed up here because you wanted your own personal growth, okay? So, my challenge for you today is who could you invite? Who could you contribute to? Who's life do you know could use this? Who do you know that's in a job they hate? Who do you guys know who's got talent or skills that you know that man, if they took that and turned it into their own personal brand, it could change the lives of tons of people, okay? This is your job to contribute right now is go invite people to this challenge, bring them in. Like I said, this is the fastest growing thing I've ever been part of. I think it was 26,000 people joined yesterday. There was over 10,000 before I went live today. I think we're going to have hundreds of thousands of people here and so, bring the people you love. Bring the people you care about. Contribute to them, invite them to be part of this. Tell them to come watch this video and get them fired up. It's going to be so much fun. Anyway, I'm pumped you guys. Are you as excited as I am? Ah! This is going to be so cool. It's going to be so much fun. Oh, anyway, okay, I don't want to leave. I've got 777 people live with me right now. The last thing I want to do is leave, but I don't want to overstay my welcome. So, I appreciate you guys hanging out today. It's going to be so much fun. I will see you guys again in a day or two. I'll be jumping back in here with the next phase for pre-training, but hopefully this gives you guys just a vision of what's possible, what's happening, where we're going, how you're going to able to change the lives of so many people through this process and not only that, it's going to change your life at a level you never even thought was possible and that's what's so exciting. So, if you're pumped let me know in the comments down below. When I end this video, I'm going to go and read every one of these comments. So, the more you tell me, tell me your story, tell me why you're excited. Tell me why you're afraid. Tell me all those things and I'll be incorporating as much of those things into the training that I'm doing as possible to help make sure we're serving you guys at the highest level possible. It's going to be fun you guys. Thank you again so much for participating in The Build Your Brand Challenge. I cannot wait to help take you guys off the sidelines, get you in the game. Get you changing people's lives at a level you never knew was even possible. It's going to be so much fun. There's no one better on this planet to learn from than Mr. Tony Robbins, Dean and I. We're pretty cool as well, but we are not Tony, but between all three of us, we are here to help serve you guys and help take your lives, your business and your contribution to the next level. Thank you guys so much. Appreciate you all and I'll see you guys as again soon. We'll see you Monday. Ah! Alright, bye everybody.
How to get your business to TAKE OFF! I was a jack of all trades and a master of none. Are you like that? It’s like you know a bunch of stuff about a lot of different things, and you’re good at all of them, but no one recognizes you for that ONE THING. You don’t stand out from the crowd because no one sees you as a SPECIALIST. Want to know how to take the knowledge and expertise you have and quickly become the go-to specialist in your industry? Then you HAVE to listen to this episode of Marketing Secrets. ---Transcript--- Hey what’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. So excited to have you guys here tonight, I’ve got something really fun I want to share with you. Alright so, I’m not sure the best way to kind of pre-set this up. But I want to share this with you because I think this is why a lot of people struggle. In fact, looking backwards now, it’s always easier to look hindsight. But looking backwards, I think this is one of the reasons why I struggled for so long, for probably almost a decade. The reason why is because I was trying to do the right things. I was trying to figure out how to provide value for my customers. So I was learning all sorts of things. So as I was learning everything, I was trying to teach these things, trying to share things, which is good. I think a lot of times people like us, who are creators and who like to give and serve, it’s just kind of our nature to do that. So I don’t think it was bad, necessarily, but what happened, I started becoming a jack of all trades and a master of none. I remember that when I first started getting into the internet marketing business and teaching stuff, I looked around at the marketplace at the time, and there were people that were specifically good at one thing. Jeff Walker was good at product launches, Frank Kern was good as mass control, they had all these different people, I can’t remember all the names right now. Perry Marshall was PPC, Brad Fallon was SEO and everyone is good at their one thing. Then for me, I started learning all these things. John Carlton was copywriting, and I looked at all these people and they had one thing, but for me I was like, I was good at all those things. I knew how to do SEO and I knew how to do pay per click, I knew how to do the copywriting, I knew how to do product launches and I knew how to do all these different things. So I would try to sell myself, I would teach, I could do everything for you guys. And I would try to show them how to do everything. And what’s interesting, as I tried to show people how to do everything, it was hard to really grow and scale my empire, or whatever you want to call it. And it was always weird to me because it was like, oh you can go there and get that one thing from that person, but you can get everything from me, come to me. And I think just because I loved it all, and I geeked out and I wanted share it all. But because no one could ever look at Russell and be like, “Russell’s the guy who does this.” They were like, “Russell is this guy that’s teaching all sorts of stuff.” Because I didn’t specialize, no one ever wanted to come to me. It was really interesting, and it was always frustrating to me because I was just like, I felt like I was as good if not better than most of these people, but because I didn’t specialize it was harder to get people in. So that was me for a decade. I struggled because I knew I was good at all these different things, so because of that I wanted to do them all. Now fast forward to four or five years ago, whenever we started making this transition and as we launched Clickfunnels, I kind of became the funnel person. And it was strategic, because I was Clickfunnels it was like, “oh he’s the guy who does funnels.” And I started talking about it more, started sharing it more. I became obsessed with just that one piece. So because of that, I started just going deep into funnels. I think that if you ask anybody now, they look at me as, “Russell’s the funnel guy.” And I wasn’t the first funnel guy, I wasn’t….honestly, I’d been teaching funnels for a decade prior to that right. But for some reason, it was just one of the things in my tool belt, but it wasn’t the thing. But when it became the thing, it changed everything in my business. All the sudden people who wanted to learn funnels came to me. And I watched as my empire, my brand, my whatever you want to call it started growing dramatically. Now after I became the guy at this one thing, I was the guy at funnel building, what’s cool is I bring my audience is, but I can still do and still serve them in all the other things. But it all comes down to one core thing, funnel building, that was my thing. I was the guy about funnels. And then I can teach traffic, but instead of teaching traffic it was fill your funnel. Here’s how we fill your funnel full of people. I could still teach copywriting, but it wasn’t just copywriting, it was funnel scripts. Here’s how we do the copy for your funnels. I can still teach traffic generators, all these different pieces that I was good at. I can still teach them all, but they are in the context of this one thing, funnel building. And when I did that, you’ve seen how things grew. I was able to build, we were able to build software around it and trainings and everything else. Masterminds, and coaching programs all around this one thing, which was the funnel. Now once again, inside of that I can teach all the things I did before because now I was known for one thing that was the key. So that was kind of the first thing I wanted to share with you guys. But it goes deeper than that. Today I had a chance, my wife’s out of town at a funeral for her grandma, so I was home with the boys, so I spent a lot of time with them, which was fun. Then I also went and worked out on my own and kind of just had some time to myself too, so I was listening to podcasts, and one of the podcasts I was listening a lot to was Dana Derricks. His podcasts and one of his books and stuff like that, and it’s been interesting because I’ve known Dana now for probably two, maybe three years. He joined my inner circle and he spoke at Funnel Hacking Live this year. What’s interesting, when I met Dana, he was famous at the time for copywriting for Amazon listings. He was charging people 10 or 20 grand to write a listing in Amazon. And that was his thing. It was good, he was making really good money, but it’s one off things and he got tired of writing. So he was like, “I’m going to write a book and teach people how to do what I do.” So he wrote this book and then he was like, instead of selling the book for really, really cheap, I’m going to sell it for really expensive. So he started selling these books teaching people how to do Amazon copywriting for like $500-$1000 per book. And started doing better, gave him leverage, started making more money. But still the marketplace, it wasn’t the big market that he wanted. So then he transitioned from there to teach people, “You can write these really expensive books like I did.” So he created a book that he started selling for like $2500 that taught people how to write books and sell them for $1000 at a time. And that was a thing and it was doing well, but I don’t think it was ever huge. And then how he started selling that book, he got a strategy that I think he got from me, and I got it from Chet Holmes and it was this concept of the Dream 100. Chet Holmes, there’s one chapter in his book called the Dream 100 and then inside of my training, I think I’ve referenced it four or five times, I’m a big believer in the Dream 100. In fact, in my book Traffic Secrets, the foundation of that is the Dream 100, which is kind of cool. But then Dana took it and put it on steroids, he wrote a whole book about it, started doing it, did it for his own stuff and then started doing it for other people. And that became this new, if you look at Dana now, he has become the dream 100 guy. He has a whole back end thing for, I don’t know, 30 or 40 or 50 thousand dollars, where he actually does the dream 100 for you, and all these crazy things. He’s got his book on dream 100 and now that’s become his thing. He may transition again in the future, who knows. But for right now, that’s becoming his thing. He’s got the book on front end, he’s got the done for you or done with you on the back end, all these things, and he’s going deep, deep into this one little piece. This one piece that was a chapter in Chet Holmes book, it was a chapter of what I share and he’s taken it and gone deep and built this huge business out of it now, and it’s all just because he is now the dream 100 guy and he’s focusing really, really tight on that, which is really fascinating to me. I took my, here’s my scope of everything I could possibly do and when I took one piece of it and became the guy, when deep on that, that’s when everything blew up for me. For Dana, I think it’s the same thing. There was copywriting and then there was writing and all these different things, but when it became dream 100 traffic, this is how you get traffic, this is the best way to get traffic, the only way to get traffic, focus on the dream 100, dream 100, dream 100. That’s when things blew up. Now he’s got his dream 100 con coming out, which is a big event that he’s doing and all these things, but he’s going deep in that one vein and that’s where now people are coming in, because he’s the guy that does dream 100.  Anyway, I think that’s so cool. I saw recently also, Steven Larsen’s sister used to work for us, Marie Larsen, and she, and I don’t know everything, kind of her whole story. But what’s she’s done really good, I believe she was helping Steven with his podcast and getting published or whatever and she decided, “I’m going to become the podcast person.” So she went down and was like, “I’m going to come down and become the best person at podcasting.” So she did that. “I’m going to teach people to do podcasts, I’m going to help them do podcasts, I’m going to build a service around it. I’ll do my podcast about podcasts.” All this stuff, she started focusing on that one little piece, that one little sliver of the market, and because she’s now becoming that person people are coming to her and she’s helping them do podcasts. And she went from not making any money online to overnight to making, I have no idea her revenue, so I’m guessing, $5000, 10000 a month or more and just….because that became the thing. Another good one is Yara Golden who is a super cool person. She was doing relationship coaching and other things and having success in different pieces, but inside of the Dotcom Secrets book, there’s one little chapter about soap opera sequences and how to write these soap opera sequences, so she took that piece and started doing it for herself and then started doing it for friends and started having success and started geeking out on going deeper, deeper, deeper now. She’s like, “I’m just going to be the person who writes these really amazing email sequences.” And then she did it for one person and it blew up for them and then someone else, and someone else. And everyone started hearing about it, and right now she’s making, again I don’t know her exact numbers, so I’m probably not even, I know it’s well. I know it’s more than $25,000 a month she’s making writing emails for people and going deep into that. And she hasn’t even created a course or training or anything, she’s just doing this service and making more than a doctor makes because she went super deep on that one little skill, that one little piece. So for you guys, I think a lot of times we’re trying to become so good at everything, teach everything, do everything and that kind of thing, but look at the whole market, look at all the stuff out there and just pick the sliver that you could become the person at. That you could go the deepest, that you could be the best in the world at that one little thing. Figure out that one little piece and go deep. That’s the magic, it’s not in being a generalist who’s good at everything. You can do that, and you should do that, because it’s good to have your skill set there, but the magic comes when you specialize in a little thing. Look at doctors for example, the more a doctor specializes in a thing, the more money they can charge. I’ve got a lot of people who live around me that are doctors and the ones that go to more medical school to specialize in a tinier thing, make more money than the generalists who are able to fix kind of everything. So that’s the mindset I want you guys thinking through. In your market, how do you become the person, the sliver, the one little piece that you’re going to own, it’s going to be your thing, that you do better than everyone else, that you can geek out on. So when someone’s like, “What does so and so do?” “Oh he’s/she’s the person that does podcasting.” “..that does email sequencing.” “…that does weight loss for teenagers.” Whatever it is in your market. What’s that thing? Find that thing. And don’t be nervous, “Oh it’s such a small segment.” The smaller it is, the more specific, the more specialized you become, the more valuable you are. When I became, when I was Russell Brunson, the guy who knew every type of marketing known to man, I was a generalist and I didn’t get paid what I feel like I was worth. When I specialized and became the funnel guy, that’s when my income exploded. After you understand that, then it’s like you can layer on other things within the context of that, but you do it all from the same foundation. Like I said, with funnel building with me, that’s my thing but I can lay on copywriting, I can lay on traffic, lay on these other pieces still but they’re all tied. You’ll notice I pretty much have funnel in every one of my podcasts now. Funnel or secret, those two words are mine, they’re in everything, because those are the things that tie back to the one thing I’m the best in the world at. So for you, just think about that. What is the thing you can become the best in the world at, and the smaller…you think about Dream 100 that’s such a small thing. For me it was a page and a half of one of my books, that’s as much effort I put into that. I wouldn’t have thought you could build a huge business with it. Because someone took that piece, that sliver and went super, super deep, boom. Dana’s building a multi-million dollar a year business out of it. Yara took Soap opera sequences, that one little piece, five or six pages that she learned and then went deep with it, boom $25,000+ a month coming into her, just for writing emails. She’s beginning this journey that’s going to turn into a multi-million dollar business by actually doing this service and training and teaching all this other stuff around it. And then with others as well. So just think through that you guys. Just start thinking about that for yourselves. You don’t have to be good at all these amazing things, just pick the little sliver that you’re going to become the best in the world at and go deep there. And the deeper you go, the more you master that craft, the more people are going to come to you because they’re going to want that thing because you’re the best in the world at that piece. So I hope that helps. I appreciate you guys all. Have an amazing night and we’ll talk to you guys again soon. Bye everybody.
The POWER of words! I had a chance to take a look at this Penthouse in this amazing building in downtown Boise, Idaho… Just because I thought it would be pretty cool. That’s all I wanted to do...just ‘see’ what this building was all about. So my beautiful wife Collette, and two of my partners, Brent and Dave, met at the penthouse. I walked around the desk and sat down and looked out the window. And then Dave said something that was so simple and so powerful that...in a single moment… Totally changed my mind from, “There’s no way I’m buying this office” to: “I’LL TAKE IT! This is where I BELONG! Where do I sign?!” Want to know the simple words that Dave said to me? Then you have to tune in to this crazy-good episode of Marketing Secrets. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets podcast. Right now I’m driving in downtown Boise, to the Penthouse and I just had an interesting thought I wanted to share with you. The reason why I want to do this podcast right now is because there’s a really interesting psychological self strategy that was used on me to get me to invest in this penthouse, and just some context. I haven’t talked a lot about it, I think I’ve mentioned “I’m going to the penthouse” But I never talked about what exactly it is. And I’m not going to go into a ton of detail, but basically downtown Boise, we purchased a penthouse. It’s kind of insane, but it’s beautiful. I went to look at it initially because I thought it would be fun to go look at a penthouse. And we got there and it’s like on the top floor of this building and you see all of Boise and it’s beautiful, it’s super cool. And I’m looking at it like, “This is so cool. I love this thing.” But it never once crossed my mind that I would ever actually buy it. It wasn’t even like, I totally went just because I thought it would be fun to go see it. And we walked in, walked around, saw all the rooms, I was like, ‘This is so cool. I can’t even imagine living here and how cool that would be.” And all the thoughts that kind of go with that. And then we walked in this one room, and it was the office. And it’s not a huge office, it’s a little office and it overlooks the entire city of Boise. It’s beautiful. And they had a desk there and a chair and stuff like that. So I walked in that room, I was there with Dave Woodward, my beautiful wife, Collette, and Brent Coppieters, and the real estate agent. I think that was everyone that was there. Anyway, I walk in there, I’m sitting there in that room, I sit behind that desk and I’m looking out over the whole city of Boise and Dave said a phrase, he said, “Can you imagine sitting in that desk writing the Traffic Secrets book.” And for a second I imagined it. And I was like, “Oh my gosh, how cool would that be? Sitting here and writing the book and looking over the city and daydreaming and figuring out concepts and writing them, all those things. And that was the seed. That visualization of that experience is what made me desire this penthouse. It increased the desire so much so that we ended up buying something that logically makes no logical sense whatsoever. But because of the vividness of that vision, I heard someone call it before a vivid vision, because of the vividness of that vision it caused me to do something defying all logic and completely go with an emotional sell and buy it. And so that was what I wanted to share with you guys today, the power of painting a vivid vision for your people to dream about. Why should someone invest in your product or service? And we have all these things we do, all these techniques, all these strategies, and I talk a lot about these on the podcasts and the books. And all of them have important things. Like telling stories to break people’s false belief patterns to trump their story. That’s such a powerful tool for sales. Using urgency and scarcity is so powerful. But when you look at those things tied in together, I think one of the most powerful things, that I rarely talk about, probably because I couldn’t articulate it until really this experience with myself, how do you paint a vision in your potential customer’s mind. Not just a vision, but a vivid vision that they can feel, they can taste, they can smell, they can see, they can experience in their mind, so much so that they put themselves in that spot. Like I experienced that, I need this, I want that feeling again. And it’s just something interesting to think about, because it just got me to spend a ton of money. And thinking about that with Clickfunnels and my business, I think unknowingly Ive done that a lot of times. I try to paint a vivid vision for the funnel hacker community, and for our people, and for everything. And what’s possible, what it could look like, what the future could be if you were to have a funnel, all those things. But again, for me, every time you see, when you become aware of something, aware of the pattern, the concept, the idea, then it’s easier to amplify it. So tonight that’s what I want to share with you guys. What’s the vivid vision you’re trying to cast for your audience. What does that look like? If they were to experience whatever it is you experience, like the business or relationship or whatever it is you’re selling? Imagine at the peak, the best possible experience they could have in that moment, what would that look like and how could you paint that in the minds of your prospect. You know for me, it was Dave sitting there and saying, “Man, can you imagine sitting here and writing the traffic secrets book, looking out? That’s the background that you’re writing this thing on?” And I did. I saw it, I felt it, I tasted it, I smelled it, I experienced it. And it was so real and so exciting and so, I don’t even know the words, so much so that I wanted, I fought on my side to make that possible. I went out of my way to convince myself and everyone I love, and everyone around me, I must get this thing. As opposed to the real estate agent trying to close me. The real estate didn’t do anything. They didn’t need to do anything. Just someone was there who painted the vivid vision. So that’s my question for you guys, how do you paint that vivid vision in the minds of your customers? Part of its story, but it’s even more so than that, it’s experiential. If you listen back to any of the episodes about storytelling, or read the expert secrets book, they talk about one of the biggest things with story is you have to get into the modalities. It’s not just like, “I went to the store and I felt good.” That’s how most people tell stories right. “I went to the store and I was walking in and I felt this weird tingling down my spine and as I walked through I felt this burst of cold air on my skin. And it broke me out in this cold sweat because of the nerves I had as I was going through. And my hands started sweating and I walked through and I could feel my heart start beating faster and faster.” You tell a story like that, you start bringing in the visualization of what you’re actually experiencing, the mind, the body, the gut, the feelings you feel as you explain those things, people, it becomes more real for them. Like for Dave in that moment, because I was sitting there and I could actually experience it, it was more powerful. I don’t need Dave to go into the whole details of like, ‘Can you imagine the smell of the wood.” Because I’m sitting there, I’m smelling the wood of the desk, right. So it’s so much more powerful when it’s in person and you’re able to see it and feel it. But when you’re not in person and you’re on a webinar or a podcast or whatever, how do you paint that vivid vision in such a way that people experience it? And it’s coming in and telling the story and explaining the senses and what they smelled, felt, what they experienced, all those things. You’re plugging those into the description as you’re explaining it, and that’s what gets people to feel it and experience it before they’ve ever had it. And when they experience that vivid vision, that’s the secret, that’s when they start coming to you. And they will start convincing themselves and everyone around them that they need to buy your product and they will come and they will sell you on why they need your product, because they want it so bad. I hope that helps. Put that up on your boards, paint the vivid vision, what’s the vivid vision you’re going to pain for your customers? And hopefully this episode helps you guys. If it did help you at all, please take a snapshot of it and post this on Facebook or Instagram or wherever you post stuff. And tag me on it, I’d love to see it. @RussellBrunson on Instagram, and @RussellBrunsonHQ on Facebook. And then use the #marketingsecrets, and I would be greatly appreciative. And also, if you’re listening on iTunes, please take 5 seconds on go to iTunes and tell the people over there in Apple Land that you like this podcast, if you like it. If you hate it, just delete it, you don’t need to listen to me. But if you got any value and you’ve never left a review, please go rate and review me, that would mean the world to me. With that said, I appreciate you guys and I will see you guys after the penthouse. Maybe I’ll drop a podcast there tonight or tomorrow. We’ll see.  But I appreciate you guys listening and we’ll talk soon. Bye everybody.
How do you handle the haters? When you’re the face and voice of your company there’s going to come a time when someone’s going to talk trash about you. But when you put yourself out there, whether it’s on video, a podcast, a blog, a webinar, social media, there’s going to come a time when it happens to you. I came to a place where I started to think differently about the bashing and untruths. Want to know how to deal with the “haters?” Want to know how to turn the dirt into a castle? Then don’t miss the 4th and FINAL part of my interview with my first mentor Mark Joyner. ---Transcript--- Russell Brunson: What's up, everybody? This is Russell Brunson. And welcome back to the Marketing Secrets Podcast. Today, hear a story. This is part four of four of the interview from the Mark Joyner show. And I hope you've enjoyed the series so far. I had so much fun sharing this interview with Mark, and I hope that you get a ton of value and benefit out of it as well. With that said, I'm going to ... No further ado, we'll cue up the theme song when we come back. You have a chance to listen to the exciting conclusion of my interview on the Mark Joyner show. And now it's funny for me because then I feel like now are the team has been doing good, now the next phase is this crossing the chasm. So I've been having my core team, I'll read this right now, we're all geeking out on it because it's fascinating as you start learning. And I pulled that. If you just Google crossing the chasm graph, you'll see a graph of the five phase, the innovators, the early adopters, and there's this big chasm. And on the other side is the early majority. And that's the majority of business, that's where you go from 100 millions to billions is getting the early majority. But there's a chasm because you have to shift everything. It's hard for me because it's the art that we use to get the innovators and early adopters repels the people on the other side of the chasm. It's like the funnels don't work over there, the messaging doesn't work over there, how we structure. And it's like, "Oh, do we really want to do that thing?" But it's like, "Yeah, that's the next phase. Otherwise we're just going to hang out where we're at forever. Right?" And we always say good is the enemy to great. Right? We're doing good. Oh yeah. There's perfect example of the graph right there. Yes. Yeah. He uses the big scary chasm, yes. And so for us, that's the next stage. The early majority, if you look at my business, right? The innovators were the people, the internet marketers who understood funnels. They were the first group. Next were the early adopters. These, for me, are the influencers, the creators, the experts. Those are the next phase where they're the people that are already, they're creating stuff and we're saying, "Here's how to get your creative message out." And so they've been really easy to become early adopters. But the early majority are the business owners. It's the chiropractors, the dentists, the LASIK surgeon. That's where the majority of existing businesses need funnels. How do we make this mainstream? How do we get to that next tier? And there's some that's bled into that, but for us to make that strategic move, it's hard because the dentist doesn't build their own funnels. Right? The person on the book or does the course, whatever's, typically ... They're the CEO and the marketer. And it's like they're loving this stuff because they'll spend the time to learn the strategy, do the thing. Over here, their dentist wants more dental clients, right? Or they're the restaurant who want ... They're not marketers, they're not going to learn marketing. They just want the tool. It's like we have to restructure so much of how the software alone needs to be rebuilt differently to be able to handle that next phase. The marketing, it's literally like it's a big rebuild. So there's fear, there's excitement, there's kind of that thing. And we're testing a lot of things on a small scale to kind of figure out pieces of it. But that's the next phase for us. Mark Joyner: That's beautiful. Dude, that was a fantastic example or a fantastic answer. I don't think you could give a more concise, better answer to that because you don't know. You don't know. It is a big, scary chasm and you guys are about to cross it, but you have some clues though. You know what I mean? Looking at just going back to good old fashioned Eugene Schwartz and looking at the tools that he gave us for changing the messaging. I think that a lot of your answers are going to be found there. Listen, do you have a couple minutes for a few questions? We got tons of them, but I know we've been going a little while. Russell: Yeah, sure. Mark: All right. So a lady here named rise of truth, she says, "Dan Gable coached at my alma mater. Have you ever listened to him talk about the letter to his mother wrote to him while he was attending college? Pretty awesome." Russell: I have not, but now I'm going to look that up. That's fascinating. Yeah. Far as I know, Dan Gable's like the Michael Jordan of wrestling. He is a legend. And I took a snapshot because I'm going to go look up the letter now. That's actually really cool. Mark: Yeah. I'm kind of curious about that too. What's funny, it reminds me of how when Edison was a very young man, his school wrote his mother a letter saying, "Hey, your son is basically not teachable. He's not smart enough to be in school." But then she said, "Oh, I got a letter from school. And what I read to them was that you're too smart to be in school so you have to be homeschooled." And then later on in life, after he had achieved all of this, he saw that original letter. And it just ripped him to shreds because he realized how much his mom sacrificed and how much of her belief in him changed his own perception of himself. And that's such a profound lesson, man, because if we could all just change our belief in ourselves a little bit, we're all capable of so much more than we're taught to believe. And while we're opiating ourselves with all this crap on TV and we're all involved in all of our different distractions, these things are also subtly weakening us and programing us with the message that, "Hey, there's this wonderful life that other people are watching or are living on the other side of the screen, but that's not for you. You're meant to be in this little box where you're the observer of everything on the screen while you stuff your face with Haagen Dazs and take more fentanyl. I mean, that's literally what's happening to a lot of society right now. And I think what we've got to do to to kind of turn society around before it destroys itself is to get people to understand that we're all capable of so much more than we've been taught that we're capable of. And the more people we can reach with that message, I think the better hope humanity has. Kenneth Kern Sanu had a really interesting question. He was talking about basically, I'm not going to phrase it the way he did. He phrased it in kind of a slightly rude way. No offense, Kenneth. But I don't know what you meant by the way you phrased it. But the question you asked at the end was very important. But he's talking about how you're getting out there all the time. You don't see this on the queue here. This was from another thread I started where a couple days ago, I asked people to just say, "Hey, tell me what your questions are for Russell." And basically his question was with you being out there so much and being so visible now, how do you deal with online haters? Russell: Oh, man. Man, when I first got started, back about the time I met you initially, that's the first time I started getting hate. So it's been, man, whatever, 15, 16 years ago when that first started. And it was really hard back then, man, I would see something and it'd put me out for three or four days while I sat there just depressed or upset or whatever. And it was really, really hard. And I remember a couple things that helped me. One thing I remember Dan Kennedy said, if you haven't offended someone by noon each day, you're not marketing hard enough. And that was a weird release to me. I'm like, "Oh." I don't know if I really believed that, but it gave me a little permission. And the more I've seen the hate, the more I realize it's people that aren't happy with themselves. I try not to look at it because it does, if I read something, it'll mess me up for awhile. But for the most part, when people, especially on ads, I mean, you get beat up in the ads, the more you're visible, the more that stuff happens. The hard thing for me is when there's people that you've helped or you love or you respect or whatever. And that doesn't happen often, but those are the ones that are more brutal. You know what I mean? You're just like, "Oh." I've had a couple people that I've spent a lot of time developing and helping find success, and then they seem like sometimes they're the ones that come back the hardest. And you're just like, "Seriously?" Mark: Yeah. Especially when you help them for free. Right? You know? Russell: Yeah. Those ones hurt the most. For the most part, people that are just posting stuff, I think it's funny at this point. It doesn't bother me at all. But I know my wife just started her first podcast, which is so far out of her comfort zone. She's very keeps to herself. And so she's getting to have people commenting and things are happening and it's the first time. And I'm remembering, I'm like, "I forget how hard that can be." In fact, it's interesting. Oh yeah, we talked earlier. I have a podcast, the Book of Mormon podcast. And it's funny because I tell people all the time, "Go and publish, go and publish." But I started publishing that and I had all sorts of things. I still do. I don't publish that near as much as I want to because I get the fear again because it's like ... I don't know, on the marketing side, I can take it, go for it. Take your best shot. But on other things that you're not as comfortable talking about or things you really hold sacred or dear or whatever, it's a little harder. But when all is said and done, I think that God's created these platforms for us to share and if we're not willing to share, then he'll give the ability, the gifts, the ideas, whatever, to other people. And so I think it's just we've all been entrusted with a lot so it's just like be willing to share it even if you get beat up a little bit along the way. So anyway. Mark: That's right. Well, yeah. Oh, dude. Well you know I have many, many stories along those lines I should share. That's something I've had to learn the hard way. But you have to give up and you have to trust a little bit. I mean, having so many things, I took it very personally along the way when a lot of people that I helped even straight ripped stuff off or even turned around and did nasty moves behind my back and stuff like that. And then I was kind of like, "You know what?" Well, here's the thing. I can look at this through another lens. I can say for whatever reason, I've been gifted with the ability to get these ideas and to be a conduit for these ideas. And I'm grateful that that conduit is still open. And I think that if I keep that channel open and keep giving it, it's going to keep coming. And what I need to focus on is the infinite abundance of that source of that inspiration rather than like, "Oh man, if I had patented the tracking pixel ..." I mean, these people come up to me, they're like, "Mark, how come you didn't patent eBooks or the tracking pixel? Doesn't that make you so mad?" And I'm like, "Not really. Because think about it, right? Let's say I patented the tracking pixel, right? They would have probably came up with some other very similar technology, called it something else, now everybody's still, even though it's a JS file, they still call them tracking pixels. And I get to be known forevermore as the inventor of the tracking pixel. Right?" So, I mean, maybe it wouldn't have worked out the same way had I patented it. Right? Maybe it would have gone a totally different way. Maybe it was actually the best possible way for things to turn out for me. You know? So I'm learning how to change my orientation about that, but I want to ask you something about this. Do you ever give online haters a little sass? Because I've experimented with this a bit over the last couple years. I got to say, normally, for awhile, I was just like, "All right, just be kind to everybody." But then I was like, "You know what, man? Some of these people need a little bit of a slap back every now and then." And I started getting a little bit more sassy over the last couple years. And how about you? Have you experimented with that? Russell: It's funny because I would say since ClickFunnels' come out, there's been probably three or four times where I just ... You just snap and your thumbs are flying on your phone. You're like, "Ah," and you post it. And I can honestly say every time I've done that, I've regretted it. And it's now, I look at this, with ClickFunnels as well, it's not just me. Everything I say is an extension of my partner, Todd, and my other partners and my employer. So especially there was this one dude, I'm not going to say his name, but somebody who I had a lot of respect for. We've never had any ... It's just weird. We'd never really communicated and I thought we were ... I mean, we communicated a little bit. I assumed we were friends. We're peers. And he starts going off on his own personal wall about aggressively tearing me down. So confusing. And anyway, so I said some things I probably shouldn't have. So it's tough. Especially the wrestler me. Because man, if you say it to my face, we are going. Please come at me. Mark: Yeah, right. Russell: It's not posted publicly for everyone to see the fight, but we can have that fight right here, anytime. Mark: You’d rip their limbs off their torso. Russell: I know. Yeah, it's frustrating. But when all said and done, it's just, it's hard. Mark: I'll tell you the distinction I have on this. Right? So if I reply out of anger, I always regret it. But sometimes, if I come back with just a really like an IDGAF attitude zinger that just puts them in their place, that one, I'm like, "Nah, I don't regret that because you totally had it coming and they shut up." Right? And it teaches them like, "Okay. Man, if- Russell: You get to punch back. Mark: Yeah. I mean, whatever people think, I know I'm going to say something very divisive here and I'm not going to get into politics or anything, but whatever people think about Trump, whether they hate him or love him, and it seems to be a completely divisive thing, nobody's in the middle. I think I'm the only guy on the planet who's like, "I don't really have an opinion." I can look at him through a million different lenses. You know what I mean? There's so many ways to look at what he does. Right? But one thing that you have to recognize about the guy is that when somebody punches him, he punches back hard. Right? And fast. Yeah. And it makes people hesitate. They're like, "I don't know if I can tangle with this dude." Right? So it's an interesting thing to observe. I don't know if there's any one right way. All right. We've been going awhile. I'm going to… go ahead. Russell: I love your Facebook comments because you always post these questions that you can tell you're stirring the pot a little bit like let's just see what both sides are going to say to this question. Mark: Yeah. Russell: I always read them, but never comment because I don't know if I have strong enough opinion one way or the other to defend anything, but I love reading. Mark: Same, same. And by the way, I'll just say, people misunderstand. They think I'm doing this for engagement bait. And it's like, "Dude, if I was trying to gain Facebook for marketing, I wouldn't be doing what I'm doing on Facebook." I mean, I see what I do as more or less of a public service. I feel like what I'm doing out there is kind of like trying to teach people like, "Man, stop being so rigid about your view of reality because you don't know, man. You don't know." And I'm trying to get people to be okay with disagreeing with other people. And I mean, that's been sort of like my whole mission on social media is to create an environment where people can be like, "Hey, let's see if we can actually look at things dispassionately and look at them through somebody else's eyes and maybe say to ourselves, 'You know what? I see this completely differently from that other guy, but I don't have to hate this dude. He sees it differently from me. We can still get along.'" This has been a quixotic battle for me. I don't think I've succeeded in this mission. I don't know how much longer it's going to last. I think I'm probably going to change up my approach on it. Hey listen, let me end on one last question. I don't know if this is one you're going to want to ask, but it's from a mutual friend of ours. You remember Brad Callen? Yeah? Russell: I love Brad. Yeah. Mark: I love Brad too, man. He is a great dude. And he asks a question that I don't know if you're going to want to answer because it's a very personal questions about numbers. Russell: Okay. Mark: Okay? All right. So he says, "Posted this earlier and also mentioned directly to him, but having him give you some tangible numbers on ClickFunnels. Things like total number of free trial users. And by the way, I don't think I would answer this question if I were Russell." Okay. If somebody were to ask me this about Simpleology, I don't think I would answer. I don't think I would answer. And guys, if Russell refuses to answer, do not fault him because he is under no obligation to answer this question to anybody. And I'm kind of- Russell: Especially Brad. Just kidding. Mark: Yeah, especially Brad. No, we love Brad. Brad is an awesome dude. All right. "So things like total number of trial users they get per day. What percentage of those stick and are billed at least once? What the average member link there is, what the churn rate is, what the refund rate is. That would really help those of us building software businesses to know what numbers we need to hit monthly to reach Clickfunnels' level revenues and valuation. Assuming Russell wouldn't know exact numbers off the top of his head, but maybe some broad guesses. The more actual data of any sort of numbers metrics he can give would be great for those that have been at this for awhile and also help broaden the mindset and goal setting on what's possible." And then he said, "PS, anything not covered in his books would also be ideal." I'll answer the PS. Wait for the two sequels coming out here pretty soon. Russell: I mean, I don't know the numbers off the top of my head. I'm not a big data guy. I'm more the creative side. So some of my partners can answer a lot of it better than me. But I'll share some stuff I think will be helpful and motivating for people. Because I remember when we launched ClickFunnels, the event I told you at the very beginning where I did the first presentation, I was like, "Oh my gosh, we got the message right." It was kind of a funny event because you could buy a booth. And it was a hallway half the size of the room I'm in right now. And there were only four people that bought booths. ClickFunnels had our very first booth ever. And then Leadpages had a booth, and two other people. And this side of the hall was Leadpages, and this side was ClickFunnels. We were almost touching. And that was our big competitor when we first got started. And I remember I was just like ... It was really funny because our banner ad said, "Can your landing page software do this?" And it had a picture of a funnel. And then right there, it was like, "Landing page software." Anyway, it was really funny. But at that event, I remember Clay Collins, who I don't know if he still owns Leadpages or not, but at the time, he owned it. I think he still ... Anyway, but he told Mike Filsaime, I think, I don't remember the exact numbers, but I think he said something like there's 200 or maybe 300 signups a day that were happening. And I remember he told me that and I was like, "There's no way that's possible." And I sat home thinking forever, I'm like, "How do you get 200 to 300 signups a day consistently every single day?" And I just, that number drove me crazy. But then it became my KPI. Like, "Okay, how many do we get a day? I need to know." And it was three and then it was five. But because anything you track, it starts to grow. And so we kept looking at it, looking at it. And so for me, that became the number to look at because I couldn't figure out how he was doing it. And so I can give you some, again, basically right now we get about 1500 people a day that go to clickfunnels.com and start the trial, which is step one, which basically pick a name and a username. And then from that, step two is where they put in a credit card. And about half of those will put in a credit card. So we're getting, I don't know, 700, 800 paid, or not paid, but credit card trials a day that are coming into the platform. Some days are higher. Some days we get 1000. Some days it's 500 or 600. But pretty consistently, it's around 1500 free leads a day and then you get a little more than half actually finish credit card. And that's about all the numbers I really know off the top of my head. I know that it's interesting. At this point in the game, those people come whether we're buying a lot of ads or not. The game now on our side is the churn stuff. Because every percentage of churn, we drop churn right now by 1%, that’s an extra $20 million a year revenue to the bottom line by 1%. And so that's the game right now. It's like, how do we simplify the software? How we change the lead flow? How do we pre-frame it better? There's so many things that it's a fun game. And that number is always fluctuating. And we're always chopping it down by a fourth of a point, half a ... And so I don't know what it is right now off the top of my head. But I do know that's the number. That matters more right now than new leads because, like I said, a half percent, 1%, it changes, it's a big deal. Mark: And by the way, so to wrap this up, I just want to tell Brad, the answer Russell just gave you is actually better than specific numbers that he could have given you. Why? Because he's teaching you the secret formula for what to look at, right? It doesn't matter how your numbers stack up to some other company. What matters is the improvements that you make to your numbers right now. That's the only thing that really, really matters. And sometimes competition is a good way to motivate yourself, but it's not the best way to improve yourself. Because if you're looking at the other guy, you're not watching your own lane, right? You need to be watching your own lane. You need to be improving your game. Yeah, check out the other guy's numbers from time to time to kind of see how you're doing, but really 99% of your focus needs to be on how do I improve me? How do I improve what's going on inside my company? And usually, by the way, how to improve what's going on inside in your company comes down to improving what's going on inside you. All right. Listen, Russell, I know I've been keeping you up late and I know you got kids to take care of and you got a company to go back to tomorrow and it's getting late and we are way past your bedtime here. I want to encourage everyone, go to simpleology.com/clickfunnelsfree. At the very least, check out the free trial Funnel that they have there because Russell has honed that through thousands upon thousands of split tests now. And you guys will see their marketing structure, how they're doing that, how they're retargeting it, how they get you guys back on email, all of that. And also, the software itself is absolutely amazing. And I want to encourage everybody as well, if you enjoyed this tonight, if you appreciate the fact that Russell here spent almost two hours now giving us some pretty amazing inside information on a business that is actually right about to cross that chasm and start to reach that billion dollar mark, and I can almost guarantee you guys they're going to make it, knowing Russell and knowing how they're doing, if you appreciate what he has delivered tonight, I want you guys to share this far and wide with as many people as possible. If you think this has helped you, let's get this message out to more people. And any comments you guys can put underneath all of this to say thank you to Russell as well, I'm sure he would be very, very appreciative to get that. No matter how well we do, we always want to be appreciated for our contributions. And Russell, I appreciate you very, very much, man. Man, I'm so proud of what you've done. And you have become an inspiration for me. You make me want to be a better person and you have set a higher bar. And at 51 years of age now, I feel invigorated watching you being so successful. And I'm now inspired to take my company to a higher level as well because of what I see you doing. So thank you for that, man. Russell: Thank you. And thanks for having me on. I had a really good time. I haven't had a chance to do something like this for a long time. I mean, we're always in the thick of it. And with this late night, it would work for me. And I appreciate you letting me do that. But I was going to kind of wrap with just saying it's interesting, in your life, your life's a timeline from you're born and then over here, you die. And there's different people that, as you're on this journey, that shift your direction a little bit. And a little shift in direction can be a huge different outcome in different spots. And I'm just honestly so grateful for you, man. I started this journey 17, 18 years ago and I was floundering, trying to figure things out. You were the guy who literally grabbed me and shifted my direction and completely transformed the projectory and the future of my life. And anyway, I'll always be grateful for you for that. And anyway, so just wanted to let you know that. And just grateful that you put in as much time as you have. I think, again, I always talk about it with my own tribe, but I feel like business is a calling from God and that we're being called to serve a group of customers. And if we do it right, we change their lives. And you definitely changed my life. And so thank you for hearing the call and putting forth the effort and the time. And I know from experience it's not easy, it's not painful. It's way easier to go sedate and go watch TV and do whatever. And through those times I'm sure were hard for you at the beginning of the internet, before Facebook, you were out there killing yourself and learning this stuff and trailblazing for people like me so that we could get on your shoulders and learn from you and set our own path. So always be super grateful eternally for you. So thanks for all you've done for my life. Mark: Thank you, man. I'm humbled. All right. Everybody, you guys have a beautiful night. I enjoyed this immensely. And Russell, I will see you actually very soon. Russell: You’re coming to Boise! Mark: That's going to be awesome. That's going to be awesome. Russell: I'm so excited. I appreciate you coming. Mark: See you in Boise, brother. Russell: See you, everybody.
How to break through ROADBLOCKS and get to the next level? You hit those exciting milestones in your business… Whether it’s $1,000…$5,000…$10,000…$100,000, or even hitting your first $1,000,000 in revenue with your funnel (Two Comma Club)! But for whatever reason, no matter what you do, you just can’t seem to get past that first milestone. You get stuck. Something’s standing in your way and you just can’t figure it out. So how do you drive past that roadblock? How do you get to that next level in your business?This is critical because EVERY entrepreneur, every business, and every Funnel Hacker WILL hit this wall at several different stages as you grow and scale. In Part 3 of this 4-part interview with my mentor Mark Joyner, I share exactly what to do to break the glass ceiling in YOUR business. ---Transcript--- Russell Brunson: What's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Today you are ready and prepared, I hope, for part three of a four part series, where I had a chance to do an interview with my very first mentor, Mark Joyner. And what's cool about this is, in the past, I've had a chance to interview Mark a lot of times, but it was the first time that he ever interviewed me, which was kind of... Anyway, it was a huge honor to have your mentor asking you questions about stuff. And so, like I said, in the first episode, Mark was my very first mentor online. Someone who I, man, have so much respect for, and so grateful for him and his contribution that helped me to figure this game out. And I hope you guys enjoy part three of our four part series with my very first ever mentor, Mark Joyner. Mark Joyner: Okay, third thing, third thing. Russell: Third thing, all right. So, I think the reason why a lot of people, as they're trying to grow their company, they hit these ceilings. I struggled this. I got stuck between one and three million dollars a year for like a decade. I couldn't break that ceiling no matter how hard I did. And what I realized is, as we launched ClickFunnels, the first phase of the business was like, there's the hyperactive, the first set of customers, which were the easy ones, right? They get it, they're the early adopters, they figure stuff out. And those are the customers that are already there. They're just waiting for you to go and grab them. And I think most companies, that's as far as they ever get. In fact, I've been geeking out on the book, Crossing the Chasm right now. And there's the five different things. And the innovators are the first ones. And I think that's where most people's businesses get to the innovators. And that's where they stop, right? Mark: Right. Russell: Then the second phase is the early adopters. But these people aren't... The second phase, you have to learn how to create a customer. Again, when we first launched ClickFunnels, the internet marketers who knew what funnels were like, "sweet, I'm in." And they came in and they got ClickFunnels, the early adopters, right? But then, after that was done, we ran out... It was like being in a Ferrari on a dead end road. We ran out of road, and all of a sudden we're like, "Hey, we got all the internet marketers. Oh, crap, now what?" And it was like, okay, now we have to create customers. We have to change our messaging, create our front end price. They do things so that when someone comes, they don't come with the desire ahead of time, but they listen to the message, and all of a sudden it's like, "Oh, I need a funnel." If you look at, even strategically, the Dotcom Secrets book was to get the early adopters. People who understood funnels were. Here's my strategy of funnels. We got them in. And then Expert Secrets was like, "Hey, do you have talent? Do you have ideas or advice or things you can make money with? That you could share your advice." And people were like, "Oh yeah, I do." It's like, "Cool. Well, you need a funnel to be able to get that message out to the marketplace." And so we created customers from people, and that's kind of the second phase. And I don't think most people ever get to that where they're in the phase of creating customers. They're getting the low hanging fruit, the early adopters. And then that's the business. And they hit the ceiling and they never get past it. And it's realizing, the next phase is like, "Okay, how do I create customers? How do I create the desire so that they will come from where they are and come to the next phase." And I feel like, just from my standpoint, we just finished... We're kind of at the end of the early adopter phase. And we're now making the leap to the early majority, which for me, this is my big challenge, is crossing the chasm. We can talk about it later if we want it. But, that's the next phase that I'm in. And most people never... It's taken us six years to get the point where we're done with that phase and moving to across the chasm, which is scary and exciting. Mark: Well, that's kind of what I want to end on, actually. Russell: Oh cool. Mark: I want to interject really quick here. This is a very interesting Eugene Schwartz lesson that I think is quite apropos to what you're talking about. And you remember the audience awareness scale, right? Russell: Yes. Mark: So he's got two things in there. The audience sophistication scale and the audience awareness level. And the audience awareness level goes all the way from problem unaware. So, actually I should put yeah… So problem unaware. So imagine you got a guy who is living in the Aboriginal Bush and he doesn't even know that there is such a thing as phones. And you're like, "Hey, here's an iPhone." Well, he's not even aware that he has the problem, that he doesn't have a phone. And then you got guys who are problem aware, and then you got solution aware. And then it goes all the way up to most aware, which is like a guy who's like, "Hey, all you have to do is tell me that there's the new iPhone coming out." Russell: I'm in. Mark: And right, "I'm camping out. I'm going to be in front of the iPhone store for two weeks. So I can be first." So as Russell was changing, he was dealing with guys who were sort of solution aware, and sometimes even problem aware. But as he was expanding his marketplace, he had to kind of reach out to these other areas. But what you have to also understand is that, as you go across this whole spectrum, this area is almost always where the biggest money is, but it's the hardest market to talk to, because the messaging is so much more difficult. Russell: Language changed. Mark: Yeah. Russell: Each step in that... Because people are like, "Well, how do you shift it?" And like, "It's the words, it's the language." I remember Dean Graziosi called me one day. He's like, "This is the weirdest thing." He's like, "I'm at my wife's hairdresser, and the hairdresser was talking about this thing called ClickFunnels." And he calls me. He's like, "You've done something no one else has ever done, because my hairdresser's talking about your company right now." But it's like, if I walked in a hairdresser, "You want a funnel?" They're like, "For my hair? How does that work?" It's like, "No." We had to speak differently to those audiences. And as we go further out to different audiences, we change our language patterns because we have to speak to them in a way that they understand. And then we bridge the gap. Then we take them through a bridge that helps them understand like, "Oh, that means funnel. And this is why you need that thing." And that's part of the game. Mark: That's right. Russell: So much fun. Mark: Because they're not even going to know what a funnel is. Yeah, exactly, exactly. By the way, another really interesting book people could read. So sort of like a spiritual sequel to Breakthrough Advertising, was one written by some of the guys at high level in Agora, called Great Leads. And they talk about, yeah, it's actually a fantastic book and it shows you six different ways to talk about those different audience... To talk to those different audience awareness levels. Very, very good read for people. Okay, now, so this one is... So, I know I want to get into your thing that you talk about, about crossing the chasm. And I think that's a nice one to end on here. And actually, because I wrote it as your plan to reach the billion dollar level. And I think that's kind of the same question really. So, but before we get to that, I want to ask you what your three biggest personal lessons were in this journey, in this entrepreneurial journey. And you can even talk about some of your sports stuff too, because I know some of that applies. So what would you say those are? Russell: Man, I would say to begin with, is like, entrepreneurship... Building a business is the best personal development seminar you'll ever go to. All of your problems get shoved into your face and it gets bigger and bigger. It's like, "Ah." Mark: And you deal with it or you go broke. Russell: Oh, yeah, it's tough. But what's cool about business too, it's kind of like... I have a lot of friends who are having their first baby right now. And I remember our first babies came, and we've got five kids now, but when the first come you're so scared, you're like, "What am I going to do when the baby shows up?" You're freaking out. All of a sudden the baby comes out, and it sits there and it sleeps for 18 hours a day. You're like, "Oh, it's just sitting there." Like, "Okay, this isn't that bad." And then it starts growing and growing. And what's interesting is that your capacity to handle the baby grows as the baby grows. And so right now I've got my twins are 14 years old. And it's like, man, they stress us out. Teenagers are so much harder. Mark: Yeah. Russell: But it's like, if they would've came out at 14 year olds, it would've crushed us, we'd have been destroyed, because we weren't prepared. But our capacity to handle the problems grew as the kids grew. And I think, I look at like the stuff I deal with on a daily basis right now, six years ago, would have destroyed me. I'm so grateful that I had six years to grow in capacity to handle the stuff. It's ridiculous. But that's why business is so much fun too and it's exciting. So, what was the question again? Mark: Personal... The three biggest personal lessons that you've learned along the way. And again, this can be from your sports career, from your parenting and from your entrepreneurial journey, because I think they're all related. As you said, business is the best personal development seminar you could possibly attend. These things are not unrelated. They are all... It's all one life. And the things that I learned in the military, definitely applied to my life in business. And I'm sure things that you learned in the sporting world and in parenting, have also applied to business as well. So, it sounds like the first one is, is that you had to learn how to grow along with the challenges, because the challenges are not going to get easier. They're actually, by definition in life, going to get more difficult. And I think, let's just be really frank and blunt with everybody listening. Look, we all age people, we all age. That means that baked in to the formula for life itself is increasing difficulty, no matter what. And if you think you're going to insulate yourself in some bubble. Everybody has this, they get an entrepreneurial-ism and say, "Well, what's going to happen is, is I'm going to make a whole bunch of money, then I'm going to sit on a beach, sipping umbrella drinks, and all my problems are going to go away." Well, guess what's going to happen? You do that, and I tried there, here's what happened, I got fat, sick, and I became this horrible, disgusting person, that I was not proud of. And I was going to die if I carried on with that path. This is the way the universe is designed, guys, it's designed to continue to get more difficult and to challenge you more. Would you agree with that? Russell: A hundred percent. Unless... And some people nod because they cave, and they go and they sit and watch TV, and they just like, "Ah, I'm going to tap out." And they sedate themselves so they don't hear the voice, the calling, whatever it is, that's pulling you. Because I think all humans have that. I think it's inherent from our creator that there's this thing that pulls us to want to do more. And we want to contribute. And we have this thing. But, the majority of people, they try to sedate it. They sedate it with TV, with drugs- Mark: That's right. Russell: ... with alcohol, with pornography, whatever it is like to get that noise out. Because there's pain with that. Man, it is painful to walk out... And I'll tell a story that maybe this kind of ties into the second one. But, we were about a year into ClickFunnels and this is all of our first rodeo. It was Todd's first time building an app this big and all these things. And I remember when we first built it, he was like, "I'm pretty sure that the way I built it will handle about 10,000 customers." We thought maybe that'll take a couple of years. And within a year, we were 10,000 customers. And sure enough, about a year in, things started happening and the site would go down for half an hour. Then they get it back up. And then all these problems and all these things. And it was just so much stress. And I remember I got asked to speak in London, to talk about ClickFunnels. So my wife, my kids, my family, we fly to London. As soon as we land at the airport, I get out. I'm trying to get my phone connected and get a SIM card and whatever. As soon as it gets in, my phone is just on fire from... And it's all these people who I knew. And I thought they were my friends, but ClickFunnels went down, and they were not... Pitchforks were out and they were ready to kill me. And I'm like, I don't even know what's happening. And so I remember, I messaged Todd and I'm like, "What happened?" He's like, "We've been down for two hours." He's like, "We can't figure it out." He's like, "If we're able to recover from this, then..." I don't know, something, but I just remember him saying, "if". And I was like, "Wait, if?" It wasn't, "when", it was, "if". And I'm like, "Oh my gosh, I don't even know how to deal with this." Mark: I've been there, I've been there. Russell: We're in a car and we're dragging the kids to the hotel. And they're like all excited from London. And I'm stressing out. I don't even know what to do. And finally get to the hotel, and we're talking. And everything's still down, and I look at Facebook, and everyone's, literal death threats, it's crazy how crazy people get. And just blowing up everywhere. And all I wanted to do was... And I'm a Mormon, so there's not many things that we can do to sedate. Let's go get some ice cream, right? I don’t have anything! What do we do? I remember that moment, I was just like, I just want to hide. But I was like, I don't think that's the right... I don't know, I don't think it's the right thing. I think I need to talk about this. And I shouldn't act like it's okay, because it's not. It gets... So I decided... So I went to our Facebook group at the time. I think it's still archived in there, you probably find it. But I did this video from the hotel room and I was like, "ClickFunnels is down and it is not acceptable. And I am pissed at myself, I'm pissed at my team, were all pissed. This is not okay." And like, I just went out, "All my sites are down. I'm losing money, you're losing money. I understand it. It's not fair to you. It's not fair..." And I just owned it publicly, live streaming. And it was scary. I'm like, "I don't know what's going to happen. I'm going to keep you guys apprised. But we're doing everything we can. And it is not acceptable. And I am so sorry, and we're going to fix this." And I just led with that. And then got off Facebook Live and then probably balled my eyes out. Like, "I don't know if we're going to fix this." And luckily, I've got an amazing team back home and they're killing themselves. Mark: Awesome. Russell: It'll be a good chapter in the bootstrap book someday. But everything went on. But I think about eight hours and they got it back up. And I remember, after it got back up, then it got stable. And then we're just like, "Oh no, what's going to be the damage from this and the fallout." And I remember... We get graphs every day of how many people signed up, how many people leave, and all those kind of numbers. And man, during that thing, our number of cancellations, almost non noticeable. And I was just like, if we would have went the other way around and hid behind it, people wouldn't trust... Who knows what would have happened? And that was such a good learning moment for me. We can't hide behind stuff in today's world. We just have to come out front. And so that was a year in. And then luckily, from that point, we had some other good partners who came on, like Ryan Montgomery, who came and helped us stabilize things and figured out all these things. And it's been pretty stable since then. It's just those things that you learn, of don't hide, don't sedate. And I think in all aspects of life, that's a lesson. As soon as the company gets hard, man, your brain's going to be looking for a million different ways to say no. Or like, "I don't want to go that way." "No, no, no." And, man, everything good always comes from going to the eye of the storm and pushing through it. And even though the pain seems like, if I sedate or if I check out it's going to be good. But it's not a way to live life. Mark: So, dude, it's funny you say that. I was just shooting a video about exactly that, about how everybody is kind of opiating themselves these days, through the dopamine hits of social or whatever it is. Everybody's got their drug of choice now. Again, you named a lot of them, binge watching, pornography, actual hardcore drugs. There are so many people that are hooked on fentanyl and heroin combinations. And, it's a really ugly cocktail of what's going on. And I want to kind of interject and maybe pause it, what I think another third lesson is for you. I'm actually going to ask you a question. Were you raised in Mormonism or did you choose to convert? Russell: I was definitely raised in it, but I also had a very definite point where I chose it. There, at least for me, I think there's always a time when a storm comes and you got to decide what you really believe. Definitely had that. So yes, and yes. Mark: I want to say, I would just kind of hypothesize, that that played a huge role in your personal development, because you guys are not allowed to involve yourselves in any of those sedation methodologies. They encourage a very morally upright life. And I have to say, being a veteran of the military intelligence community, I actually got to know a lot of Mormons, because Mormons go out there and they get their language training as missionaries. So there are a lot of Mormons in the military intelligence community. And I got to say, almost all of the Mormons that I worked with were really solid dudes, who were just genuine, sincere people, who wanted to live their life correctly, and legitimately wanted to be kind to people. And I know you've got people like Bill Maher out there, saying all kinds of really nasty things about Mormonism, calling it a cult and stuff like that. But my experience with Mormons has been nothing but very positive. And it would seem to me that your choice to really, even though you were raised in it, to decide to take that on very seriously, must have also been very pivotal for you in your personal growth. Russell: A hundred percent. I did go on a mission for two years for the church, and I went when I was 19 years old, which is typically for most people, that's the time when you're in college, you're partying, you're drinking, you're thinking all about yourself, and you go out there on your mission, and you can't do anything for yourself. You get a name tag, where literally, I was Elder Brunson. My name is gone. I'm not even a... And you're out there everyday serving other people during, typically the most selfish time in someone's life. And for two years, that's the lens you look at things. So, when you come home... And I always tell people, "I'm so grateful I made money after mission." Because, who knows what would happen? Both of us have friends that made a lot of money really young and it destroyed them. And so it's like... Mark: Oh yeah, definitely. Russell: Just super grateful that I had that lens to just... The lens of learning how to serve people before yourself, which is... Unfortunately, most people don't have that opportunity. And on a mission, you're kind of forced into it, and you learn to love it. Mark: It's funny for me. I went through... Even though my family was Catholic, I was kind of raised around atheist/agnostics. And I became, sort of what I would call now, a pantheistic spiritualist. But over time, I've become more and more rigid in that. I've explored all of the different world's religions. And the one thing... And I haven't decided yet, if I'm going to settle in any location. I still need to listen to your Mormon apologetics video that you made. I'm super curious about that. I need to make a point of hearing it, because I'm, open to it. I'm open to it. And when I see people who are living a life that represents genuine service for other people. I don't know if you ever heard of this guy, Father Gregory, who has this thing called The Homeboys' Bakery. And basically what he does, he takes these kids who were, they were in prison, and he gives them jobs at a bakery, and then helps teach them how to be decent people. And I saw that and man, I can't help but get choked up when you hear about something like that, man. Because when you see somebody living their life that way, and when you know what the cost of living your life the other way is, it makes you really take those kinds of things seriously. And even though religion gets a bad rap because, yeah, there's a lot of crazy stuff happening in organized religion, the notion that sin, however you want to label that, destroys your life, is an observable phenomenon, man. You can see it. When you do all the things that you're, "not supposed to do", and all of the religions of the world tell you not to do a lot of the same things. And when you see what happens to people who live their life that way, and they think they can get away with it. And then you see what happens to people who live their... And I'm talking about people who were the week, "Oh, I'm trying to be a nice guy as a way to manipulate people." That's a bullshit thing that some people do, right. I'm talking about guys who are like, "Hey, I'm going to make myself a strong person, and I'm going to do good in the world." When I see people like that, I'm like, "That is the path that we all need to be walking down." And the more of us do that, the better the world's going to be. Russell: Yeah, I had someone recently tell me... Learn about my beliefs and stuff and just be like, "Man, that must be really, really hard." And then at the same time, I looked at their life. And I was like, looking at the path that they've gone on, and not to judge them all. But I'm like, that seems so much harder. Mark: Yeah. Russell: I don't know. Maybe, but, I'm grateful for the path and I'm going to stay on it. Mark: Good for you, man, good for you, dude. I'm blessed to see your example, because you're yet another person I can look at it and say, "Hey, here's a guy..." And your life is harder than mine, man. Your company is doing way more volume than mine right now. You have kids to manage, you do all these extra things on top of it. And I'm like, "Man, I want to learn how Russell is managing all of this stuff." You know what I mean? Because you're younger than I am, but you figured some things out that I haven't figured out. I want to learn that. And I'm a moron if I don't learn it, right. This is where the ego less ness has to come in. If you want to be better and better and better, if you want to truly achieve greatness, you got to be really straight with yourself about what you can and can't do. So let's kind of tie this up now with this crossing the chasm thing, man. Russell: Yeah. Mark: I don't know if this is something that could be covered briefly. Because I imagine it's going to be a pretty complex thing, but what can you say about that? Russell: Yeah. And I'll tell you some of my thoughts. I don't know all the answers yet. We're on that journey right now. Mark: Yeah, good answer. Russell: And it's fun though. Because for me, it's been interesting as I've gone on this journey too, and maybe this ties back to the last question as well, but, and I'll tie it back to sports. When I was wrestling for a long time, it was me, I was the all-star. I was out there wrestling, it was my thing, I got my hand raised. I loved it. And now that I'm older and I've got kids now, my kids wrestle. And the transition from all-star to coach is really painful. Because it's like, "I want to be on the mat." Like, "Ah, they're doing things wrong." And like at first it's really painful. And then eventually, for me, my kids, this is my twins third year wrestling. And this year was so rewarding, because the stuff we've been working on, they're finally getting it. And to see them get their hand raised, actually felt better than my own hand raise, which is weird, because I was like, it's been the greatest moment of my life, is getting my own hand raised. And with business was similar, because the first two years of ClickFunnels, I was the all-star. People were like, "How big was your funnel building team?" It was me. I built the funnels, I wrote the sales presentations... Todd was doing the software, I was doing everything else. And I was the all-star. I'm doing the webinars, I'm flying around the world, I'm speaking, I'm doing stuff, my hand's getting raised over and over and over again. And as we started growing, it started getting harder and harder for me to handle that. And I remember three years ago, it was this spot where it's just like the pressure so much. I was just at a breaking point. I'm like, "I don't know what to do." I remember where I was at. It was some other conversation, but the thought that popped in my head was like, "You have to transition from being the all-star to being the coach. At the time, I had hired a couple people and they would go, they'd write copy for me or they'd build the funnel for me. And they'd do it. And I felt like it was like Michael Jordan. There are people that go up to shoot a shot, and he's like, "I shoot better” and grab it and just dunk on them, right. I felt like I was doing that. My team would come in, they'd get some like, "Oh this sucks." I'd go in and delete it all and rewrite it and fix it all. And like, "Oh I'm an all-star, look how good I am." And it was holding me back and them back and everything. And I was like, I have to make this transition to being the coach. So that was the whole second phase was, at first, it's hard. But now I'm looking at my team, now my team is getting so good. They're producing stuff and they're creating without me. And it's like they say to me, now they want something. I'm like that like, "Ah." Same thing, it feels better getting your hand raised when your team is doing it now. It's interesting. Mark: Well, you got a great model, really quick, I just want to interject, from wrestling. Dan Gable was kind of seen as the greatest wrestler of all time. And then he was... Now he's kind of universally recognized as the greatest coach of all time as well, across all sports. Right? Russell: Yeah. Mark: There are very few people who would deny that Dan Gable is the best coach of any sport, of all time. Russell: Think about how many people, making the jump from that, how many great athletes never become coaches? And I think a lot of it is the ego, right? It's been really hard for me, both coaching my kids and then coaching the team. There's this ego thing. You're like, "I can do it better." Or whatever. And it's so hard. And so anyone that can make that transition from all-star to coach, I have so much respect for them, because it takes a lot. Mark: Ego is tricky man, because the ego battle is probably the... That's the battle, right? Because the ego kind of drives you. That pride drives you so much in the beginning. Russell: It's the fuel, initially. It's the reason why I want your hand raised. The ego's the driving force, initially. And then it becomes the thing, that holds you back in the next phase. Like, "What?" Like, "You were such a great friend over here, now you're screwing me over." Mark: What just happened. Well, this is the genius of the design of the universe, right? It's like every time we think we've got to figured out, it's like, "nope, you don't." Because, whatever designed this, whatever your cosmology of the universe is, call it God or whatever, is infinitely smarter than you are. And it's going to come up with so many ways to trick you and keep you off balance, that every time you think you got it dialed in, there's going to be a new challenge that's going to come up. And you have to love that. It's kind of beautiful. Right? Russell: Oh, yeah. Mark: Because that's what keeps life interesting. It would be so dull without it. Russell: Yeah, it's so much fun.
Want to know how ClickFunnels became so popular so fast? Or how we generated over $10,000,000 in revenue our very first year, right out of the gate? I’ll give you a hint: We didn’t sell ClickFunnels as a software. To find out how we were able to grow so fast…and how YOU can grow YOUR company by hacking what we did, listen in to part 2 of my interview with Mark Joyner! ---Transcrtipt--- Russell Brunson: Hey everyone. It's Russell Brunson. Welcome back to the Marketing Secrets Show. I hope that our last episode, you enjoyed episode number one of four with my interview with Mark Joyner. And it's fun having chance to relisten to it and rewatch it, and just I had so much fun that night, it was such a cool experience. And so with that said, I'm not going to do too much more other than set up the second part of this interview with Mark. And I hope you guys enjoy it. If you are enjoying this series, please, please, please take a screenshot of this on your phone, wherever you listen to the podcast and post it on Facebook or Instagram. And tag me in it, do #marketingsecrets, tag me, and please give me your comments or feedback, your ideas, your aha's. I'd love to hear them. And with that said, I'm going to cue up the theme song. When we come back, you'll listen to part two of my interview with Mark Joyner. Mark Joyner: All right, what would be the third, most significant strategic move? Russell: Oh, there's a couple different directions. I could go on this one. Can I give two halves? Mark: Please, I love it. I love it. Russell: So one half is when we launched ClickFunnels, It wasn't just that we were going to build a software company. In fact, it was probably a month or two before we came out with ClickFunnels. I went with... I don't if you know David Frye, but David's one of my mentors. Mark: Yeah, I love David. Russell: His wife's actually my second aunt. So anyway... Mark: Oh wow. Russell: When he was dating his now wife, I was like a little snot nose kid running around at my grandma's house. And anyway. Mark: I love David. He's my buddy. He's a great guy. Russell: Yeah, he's amazing. And we were at this network marketing convention, and I remember we were there and the company was a software company. We're sitting there with like 5,000 people in the room. And all the people are coming on stage and they're crying and all this stuff. And I'm just confused, like this doesn't make any sense. And I remember he leaned over to me after two days of watching this and he said, "You see what they're doing?" I'm like, "No, I have no idea what's happening. I'm so confused." He's like, "They're not selling software, so they built a community." And I was like, "Oh my gosh, that's the thing. They have this community. They have a culture. And so when we started doing ClickFunnels, it was that mindset. How do we build a culture? So it's not just like a software. I want to build something where people feel part of it. Like it's not Russell's company, because Russell's company they'll go to whoever's the cheapest. Whoever's got the new feature. If it's their company , it it's their culture, that shifts everything. And so we started this whole thing from day one, of like, "We're funnel hackers. This is our movement. This what we believe in." And two weeks ago we had our Funnel Hacking Live. We had 4,500 people in a room and people are going crazy. We got people with ClickFunnels tattooed on their arms, people wearing custom funnels. And we had people coming on stage crying. And I'm looking out and I'm like, six years ago David Frye pointed out to me, that became a big piece of it. So I think it was not just having this as a software product, but having this as a movement, where it's bigger than that. So, that was one big strategic thing that I think a lot of people miss. And then the second one is, I think, again, it comes back to us as marketers. We get so excited about the next thing. What's the next offer we're going to create, and everything like that. And I remember after the first year, ClickFunnels grew to a certain point, and then me I'm like, "I want to create something new." Even though the market didn't necessarily needs something new, but I wanted to do something else. And so what I started doing is I realized, this funnel's in the middle of my value add. The webinar funnel and tons of people had seen it. It was starting to fatigue a little bit. And that point, we'd done over $10 million in sales. That's what we launched the second funnel to bring people to ClickFunnels. That's when basically I wrote the DotCom Secrets Book, and that became a book funnel. And people come and they buy the book, they go through the book funnel. And then at the end the book funnel, we just send them up into the webinar. Mark: See that funnel right there, by the way, the links up there for that. Russell: Oh, very cool. Mark: You guys should check that out by the way. That's another very, very interesting thing. You guys need to funnel hack what the guy who teaches funnel hacking does. Because this dude has a mastered this stuff and that funnel is sick. It is sick. Anyway, keep going. Russell: Yeah. Well, so I'll tell you a story that shows why this is so powerful. About a year and a half, two years into ClickFunnels, We started getting all the calls. This is when the VCs and other people start noticing you. And they're like, "Hey, we want to be part of your journey." And I was just like, "I have no desire to do any of that." And then one time, some guy was like, "We're in Boise State, can we meet with you?" I'm like, "Okay, sure, let's go to lunch." And turns out they were in San Francisco, they jumped in a plane, a private plane, flew in and then drove to our office and were like, "Hey." And I'm like, "Where you guys staying?" "Well, we just flew in." I'm like, "When? Just right...?" It was a whole thing that they tricked me into thinking they were right there. So I went to lunch with these guys and they start asking me all the VC questions like, "Well, how much does it cost to acquire a ClickFunnels customer?" And I was like, "Well, if we drive ads to the homepage, it's like", I can't remember at the time, "$150 to acquire customer." And the guy starts getting all excited and he's like, "Okay. So if we were to give you $40 million in funding", and he was doing the math, like how many customers that would equal all sorts of stuff. And he's getting all excited. And I was like, "Wait, wait, wait", I was like, "We actually turn those ads off." He was like, "What? Why would you do that? That's a great cost to acquire customer in the bay", or whatever. And I'm like, "because I'm bootstrapping this thing. I'm paying for these customers out of my pocket. I'm not paying $150 for a trial. I'm going to be broke in a week and a half." And so I said, "But instead, what we did is we created these book funnels, where someone comes in, they buy a book." And I said, "On average, we spend about $20 in Facebook ads to sell a book. But then there's a funnel. So the audio book and there's a course. And there's a couple of different products in the funnel. And so we spend $20 to sell a book, but we make $40 in the book funnel. So I net $20 cash in my pocket.And then I tell these people, "After you read this book, you'll understand the strategy of funnels. Now you need to use ClickFunnels. So technically all of our customers actually pays $20 before we introduce them to ClickFunnels." Mark: And this is the other book funnel, by the way, guys, if you guys want to check that out. Yeah. And both of these are pretty sick, because the first one was Dotcom Secrets and then Expert Secrets. Russell: And then Traffic Secrets is coming out in like a month. So that's the third book. Mark: And I'm going to be at that event. Can I say that. Can I say it? Russell: Yes, please do. Mark: Can I say it? Russell is holding this awesome live event. He invited a small group of speakers. Only 200 people are going to be there in the audience. But he's going to be broadcasting this live all over the world. I'm going to be there. I'm going to be one of the speakers. I was very flattered and grateful that Russell invited me to be part of this. This is going to be sick. Russell is going to spread this thing all over the place. It's going to be madness. Everything that Russell has put on since... Well, over the last few years, everything you've done has just been nuts. But it's been getting better and better and better. I'm so excited to see what you do with this one, because I have a feeling this is going to eclipse any of the past campaigns you've ever done. I got a little feeling in my gut. Russell: I was so excited for it. It's like, as I'm writing the book, all I can think about is how we're going to sell the book, like this is going to be so much fun. Mark: Oh dude. That's awesome. That's awesome. Russell: So fun. But what's crazy was I'm sitting there that lunch with the VC, I'm telling this stuff. And he doesn't understand it the first time, I explaining it three or four times. And finally remember he said something really profound. He said, "If what you're telling me is true, this will change business forever." And I was like, that's the whole thing. A software company that's grown to the size we have, all of them have taken on money. I can't find any that didn't. Mark: That's right. Russell: Maybe a couple. But for the most part, they all took on money to grow. And I was like, instead of bringing on cash to grow, you just use a funnel and it finances itself the whole way. And so I think that's a big strategic thing is like, we drink our own Kool-Aid. I literally today was working with my funnel team on our next funnel for the next campaign, to bring more customers in for free that we can then bring into ClickFunnels. So I think that's another big piece is just understanding you can grow a company without taking on cash, it's just understanding this funnel game where your customers finance the growth. And I think that's the best way to do it. Mark: Well, I got to tell you what. For me personally, my experience in the VC world and in the acquisition world and all of that, back in the early days of online marketing, you were still in college, but before the first dot-com bubble burst, I'll just give you guys one example of one of the ugly things I saw. Every company that I've ever started was bootstrapped, but we had some of the same things. We had people coming in trying to acquire stuff. I started the second pay-per-click search engine. While Google was still in college. I started the second pay-per-click search engine. Well, I want to be very careful about how I phrase this here. Let's just say around that same time, there was a group of people who attempted to acquire one of my companies and through some shady, reverse merger, backend, crazy deal, these guys basically bamboozled us out of everything. And it turned out that a lot of the guys who were involved in that ended up going to jail for stock fraud later. And that kind of thing, by the way, people don't understand, this is common. So not only are the VC guys who were the legit VC guys, those guys are sharks too. But there's a layer underneath those guys who were like straight criminal sharks as well. So you have to be extremely careful when you're swimming in that world. And this is why, for me, I don't want to accept outside funding for anything. I want to bootstrap everything. I want to surround myself around people who are as motivated as I am, so that I can grow it by pulling our own selves up by our own bootstraps. And then we're going to own everything. We're going to get all the profit, and we don't have to worry about some VC jerk off telling us how to run the business when they don't really understand. Russell: You want to know something cool? Mark: Please. Russell: I just bought bootstrap.com. And my next book is going to be called bootsrap.com. Mark: I love it. Russell: You said it five times. I'm like, "I'm so excited right now." Mark: That's awesome. Okay, so after the trilogy, you're starting a whole new thing. Russell: Yeah, because the trilogy has been how-to books. This one's not going to be a how-to book. This is going to be like the story of... And what's crazy, ClickFunnels was built remote, all of our team's remote. So almost every conversation has happened on Boxer. So we've recorded every important conversation in ClickFunnels. So I'm getting them all downloaded and transcribed right now. So it's going to be like, this is actually what Russell said. In fact, you could listen to the conversations. Anyway, I'm excited. That's going to be my next project starting in about a year from now. Mark: Beautiful. So, man, I'm going to have to skip a couple of these. All right, so here's one… Russell: I'm feeling good so we can keep going. Don't worry. Mark: All right. Awesome. Awesome. Well, you're always super energetic, man. Every time I talk to Russell, I get more energized. I'm generally a pretty energetic guy, but I just vibe, because Russell's got this amazing... He effervesces energy. All right, so what would you say are the three biggest barriers, or bottlenecks for growth in businesses right now? Russell: In my specific business, or just business as a whole? Mark: Well, either one. You pick either one. Russell: Interesting. So three biggest bottlenecks for growth. I think this may be a little early, but I think one of the biggest things people are going to see, right now we've been in this amazing season where advertising has been easy. When I first got started online, grateful for you, because I don't know how you guys can figure it out back in the day. We were building lists and there was no Facebook. Google, wasn't really there the way... I was lucky enough to hear your audio is on viral marketing. And we were building these viral sites to acquire customers email addresses. And I remember sitting listing the farewell package, and you talking about with crazy stuff you guys would do to get a list. So you got my mind thinking like that. Mark: Yeah, we had to get super creative. We had to get super creative. Russell: Oh yeah. No one thinks of that anymore. So what's happened is Facebook came out. It's easy. Everyone's in business and it's been like that for the last decade. So business has been so, so simple. And I don't think it's going to last that much longer. I think either some government regulation is going to happen, or they're just going to do a Google, where they start shifting away from smaller brands and just elbow us out and go after bigger companies. And I think in fact, that's a big reason I wrote the Traffic Secrets book. Hopefully you guys all have a chance to read it when it comes out, but it's very much not tactical, like here's how to run a Facebook app. I don't show the Facebook editor once. It's very much a strategic book, like how do you start thinking differently? Because when Zuckerberg comes and we always joke, it was probably because I was writing the book right when Avengers: Endgame came out. And Thanos, who does the Thanos snap and half the world disappears. We always talk about Zuckerberg. We nicknamed it off as Zanos. I'm like, Zanos is going to snap his finger, and half the entrepreneurs and businesses will disappear. And we're seeing it. I've had probably five or six people that are friends, in the last week alone, who's got Facebook ads shut down. And it's going to be coming. And so I think the biggest thing is that people have had it really good and really easy, because they've just been like, "I'd run Facebook ads, or I run a Google ad." they're just doing the basics, that are simple. It's going to get harder. And so I think it's time for all of us to start resharpening our marketing mind. In the Traffic Secrets book, I have a whole chapter on integration marketing. I learned this from my mentor, Mark Joyner, you guys need to start learning this stuff." Just all these different things that, that people haven't had to learn. I'm definitely looking at it and. And I keep giving you so much credit, because so much of my mindset initially was based on your teachings. But we spend so much effort right now focusing on list building, because I know that it's going to get harder to build lists. Like right now, from clickfunnels.com site, we get about 1500 opt-ins a day. And then for my other funnels, we get about three to 4,000 opt-ins a day. So we got almost 5,000 people a day opting in. And that's our focal points. Because I'm like, "I'm going to keep building these lists like crazy, because someday these other things might disappear, or get harder, or more expensive. And I'm going to have these lists, and I'll be able to weather the storm." Where a lot of people are not going to be able to, because they're not focusing on list building and building relationships with those lists. They're just out there buying Facebook ads, because it's easy. And I think that's one of the biggest things that I'm fearful for myself. I'm doubling down on, I think other people need to as well. Mark: I want to interject really quick here about something, because it's funny you bring this up. Because this is something I've been talking about a lot. So I've been doing a lot more public speaking lately. And one of the things that I've been talking about is exactly this. And I want to show everybody a little bit of an interesting phenomenon in it. Russell, I think you'll appreciate this. So if you guys remember Chris Anderson writing the book about the Long Tail, right? And if this is the unit numbers sold of any particular... Let's say you imagine you take Amazon's entire marketplace. This is the number of units sold and this is the rank. So the number one selling book is going to outsell the number two selling book by an order of magnitude, at least. So it's like the inverse of an exponential growth curve. So Chris Anderson's whole theory about the long tail, was that because automation is making everything so easy, was that yeah, traditionally people used to focus all their energy in here, because this is where all the money was. But now, because of the improvements we have in supply chain technology and deliveries, there's so much money in the long tail of the graph. And if you could have an inventory of billions and billions and billions of units that represents enormous economic potential. But here's what happened, the exact opposite of what Chris Anderson predicted is the reality of what happened. See Facebook, YouTube, all of these platforms, they built themselves on our backs. We were the ones that created all of the content so that these guys could be so big. And now we're the eyeballs, but guess who they care about now? If you take this out and you put in, you take this same graph and you speak in terms of ad spending, they only care about this portion of the graph. Why? While this represents a lot of economic potential. It also represents an enormous pain in the ass for the company that has to manage it. Russell: They hate customers. Mark: They hate the customers. And this is why when you're on Facebook and we're on YouTube, now, your ads are getting shut down algorithmically, or they're getting shut down by some low-level employee that doesn't really understand what's going on and they don't give you any explanation. And Russell, you've probably heard so many stories like this. People wake up in the morning and then they have this business, it's going great guns. And they're saying to their wives, "This is it. We've made it." And then the next day they wake up and then because something happened algorithmically in Facebook, they completely get shut down, that their lives are basically shattered as a result of that. So unless you're here, in terms of ad spend, you don't get their attention. They're not going to explain to you why they shut you down. And this is why we started this thing called integration marketing society. So you talked about integration marketing. So we're building integration marketing society, so people can band together and buttress ourselves against the threat of this. That's what that whole thing is all about. So I want to have another conversation with you about that another time, because I think that there's a lot of potential synergy there. I'm glad you're seeing that same thing. So what would you say is the number two and three bottlenecks now, then? Russell: Let's see. So definitely traffic's the biggest one, I think. And I don't know historically how all this all works, but advertising's all about the pattern interrupt. We're still seeing stuff happening. And then like the thing that catches our attention, it interrupts. And it used to be, back when we first got started, you figured out a pattern interrupt and nothing would last for months, or years before people caught on and figured it out. And now it's tough because we come out with the new pattern interrupt, we post it on Instagram, and within like 15 minutes, there's 800 other people doing the exact same posts. They see, "It worked for us it must work for me." And they start doing it. And it's interesting, because it's so easy now to clone and to copy and things like that. And so I think for people who are truly trying to grow companies and serve in a different level and like be creatives, being creative is harder. And I think that it takes... I don't know exactly how to phrase it right. But I think that the me-too stuff's going to get worse and worse, because there's some people copying, right? Mark: Yes. Russell: I'm going to get better at the creation and better at creative and better at figuring out how to break the pattern and break the pattern, and stay in front of that all the time. Because it's crazy how fast things get knocked off now. We have a campaign, or something that's working and it's crazy. In fact, I had this conversation with Dean Graziosi, He's become a dear friend and Dean ran infomercials for a year. And he said that he would record a show, an infomercial, and the lifespan was like 18 months. every 18 months, he had to record a new show. Then he came on the internet and he's like I started doing my ads and I would launch them on Facebook, or Instagram. He's like, "They'd be killing it for a day and a half, two days, and then it's gone." And he's like, "What?" And they couldn't figure it out. And he basically came back, he said I'm testing a bunch of stuff. He said, the biggest thing he figured out, he has to create tons of creative. I said, "Well, how much? One ad a week, two ads a week?" He's like, "No, no, no." He's like, "I carry my phone wherever I go, like two to three ads a day, minimum." And he's walking around with his book, like, "Here's an ad here." He walks to his daughter's soccer game, he's doing an ad there. And then he's in the elevators, doing an ad there. And just tons and tons and tons and tons of creative. And I figured out how to break the pattern, how to like how to grab people's attention. And so it's like, if you don't love your thing enough to like, "I got to create a lot more creative", it's going to be hard, because people are just knocking you off. So I think that's a big part for us. We used to spend so much time being slow on creating ads and stuff. Now it's more like, how do we stay in front of that curve and get excited where the art isn't in creating next product or the next campaign, or the next funnel, the art becomes, "What's a new way I can sell the thing you already have." And it's that big shift. In fact, in our company, I like building funnels. I'm a little obsessed with it. And so for a long time- Mark: Yeah, to say the least. Russell: Yeah. The way we kept growing is I create new funnel and create a new funnel. And the tough things is it's just hard to keep doing that, because then every time you create a new funnel, you got to create the new ads and it's a lot more work and effort. Whereas, now it's like we shifted our focus in less funnels, but more creative for every funnel. And it's just a different mindset shift. And so it's not super clear the way it came out, but it's one of the big problems I've seen that we're having is ad fatigue. It burns out super fast if you're not in front of just creation, always trying to figure out different ways to break the pattern. You're going to get left behind really, really quickly. Because the copycats are so many of now, that even if you are copying the gift pattern, the diminishing return hits so fast. Mark: Well, the problem is, is people also don't know how to copy. For me, there's like three levels of copying, one is straight out plagiarism. And then the next one is, is people take your surface stuff and they change a few words and then they pop that up. Which to me is just as dumb and is just as shady. Because first of all, changing a couple of words doesn't make sense when you're dealing with a completely different product. Russell: All sorts of stuff. Mark: Yeah. So many different things are different. And this is where you really got to get into the real understanding of when you're funnel hacking something, or you're modeling something, what you have to understand is the psychological structure behind it. And this is what Breakthrough Advertising, the classic Eugene Schwartz book that everybody should be reading. I had to read that probably about five times before it finally sunk in. Holy crap. I didn't really understand it at first. I was like, "Oh, okay. It's interesting." But then when it finally clicked. And his whole idea, it's basically based on the notion that you've got to analyze how to connect your product with the market forces that already exist. And every product, in every market is going to have a different way of connecting that. And you can't copy that from someone. The only way to get that correctly, to have a real big legitimate breakthrough in the business is through the process of analysis. And this that's the core idea of... There's so many nuggets of wisdom for breakthrough advertising, but that's the core thing that people had better get good at, because I tell you what, if they don't, here's what's going to happen. It's going to become like the quants in the trading game. The quants are like, "Hey, let's see who can shave a quarter of a millisecond off the trading time on the stock market." Well, if the marketing world becomes like that, good luck to you unless you're the guy with the best quants. The only other way to compete then is to train your creative mind, to come up with creative answers. And as you remember from the farewell package, there are so many ways to do that. There are so many out of the box ways. You don't have to do things the same way everyone else is doing, but everybody's getting lazy now, because they see the quick way to get it done. But I think what's going to happen to those people, it's going to be what happened to the people early on in the early internet era. When the guys got the big, quick SEO money. Because remember I was telling you, "Hey man, don't do the ad set. Don't go too far down that AdSense rabbit hole. Build your list." Well, remember all those guys who are killing it with AdSense. And then were, boom. Thanos snapped his fingers and then all of them money was gone. That's going to happen to everybody who doesn't build their creative muscle. Russell: 100%.
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Comments (29)

Cameron Jolley

r5

Aug 7th
Reply

Fadi

Have you looked into the 3-day effects? You would get a lot out of it

Jul 22nd
Reply

Jim Howey

Spot on. My pastor had a sermon in January about why/how to "lean in" to others thoughts even when you dont agree, especially in this volatile election year. That topic was addressed again with regard to people's polarized views on Covid. Now again with all the racial tensions. "Lean In". Be wise as a serpent and gentle as a dove.

Jul 14th
Reply

Stephen Beacham

Thank you for this Russell. It's exactly what I needed to hear.

Jun 23rd
Reply

Brock Lesnar Alpha Male

Fck em, don't read comments in the first place. it only robs your Energy

Jun 11th
Reply

Elliott

😉

May 5th
Reply

Sarah Liz

What a powerful podcast. So much good information!

Apr 27th
Reply

Andrew Formica

He’s clearly charismatic and hard working, but half of this podcast is him getting PUMPED and the other half is him promoting his books. I don’t see the value in this podcast, although I’m confident he does actually have good content elsewhere.

Apr 21st
Reply

Tiffany

This was the first time I heard Russell's podcast. The podcast was recommended by a coach, and I love how raw and real Russell is. And so much needed information in one episode! It makes me feel like I can obtain the whole online business thing.

Jul 24th
Reply (2)

Chris Ippolito

This was amazing!

Jul 15th
Reply

Siddharth Sharma

immersion...Only if schools encouraged that

Apr 12th
Reply

Jay Roberts

Love your podcasts. Thank you

Feb 9th
Reply

Bart Hoebink

Awesome podcast Russell !!! #1 Marketing Tool

Feb 5th
Reply

Lloyd Dodgen

Thanks Russell for the message. one day soon I'm going to be part of the 2 Comma X Club.

Jan 16th
Reply

Tim Verigin

good interpretation russell

Dec 1st
Reply

Siddharth Sharma

Wohoooo

Oct 17th
Reply

Mason Vranes

Goat

Oct 2nd
Reply

Siddharth Sharma

I can relate so much with drinking milk so that people don't think that I drink :p

Aug 28th
Reply

Papas Heaven

Yeeeah, go Russ! Well said!

Jan 25th
Reply

Tony Ayala

LARRRYLH

Jan 13th
Reply
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