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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!
411 Episodes
How and why we’re creating so many hooks, to bring more people into our world. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today, we're going to talk about cheesy videos, thrown out hooks, and a whole bunch of other fun stuff. All right, all right, everybody. I hope you guys are doing great today. Oh, man. I want to tell you about the fun things I've been doing in my life. Well, let me step back. Okay, so those who have followed the ClickFunnels journey for a long time, you know that we're always trying to figure out different ways to get people to join ClickFunnels and to buy my products and all the things. And it's funny, because I get people all the time who ask me, "Why are you still making so many ads and creating products and writing books, and all these kinds of things?" And, for me, it's a couple of reasons. One is I love what I do. So there's the most important thing. Number two is I feel like the things we're doing help us grab different segments of the market and bring new people into our world, which is exciting. Number three, if you've read the book, Crossing The Chasm, we're at the spot now where we have I think penetrated the early adopters and the innovators in our world, and now we are moving across the chasm to try to get the rest of the world to become funnel hackers and to join this movement that we're so excited and so proud of. And so those are some of the things that are happening. And so number four, I think number four, who knows what number I'm on, number four is I feel like I'm trying to create examples for you guys to model. And so there's a lot of the reasons why I do it, and that's one of them. So one of the things we did a few years ago was we hired the Harmon Brothers. You guys know they did Squatty Potty and Fiber Fix, and some of the most amazing viral videos of all times. So they've done I think four or five. Anyway, They did a bunch of videos for us that have gone viral that have been really good, that were really, really fun. And last year, I actually was watching Kaelin Poulin. Those who know Kaelin, AKA the LadyBoss, she grew up in our world doing a lot of our stuff. And it was interesting because about a year ago or so, she started doing these videos and they were like viral videos, but instead of typically the Harmon Brothers style video, they hire actors and actresses and everything, instead Kaelin was the actress in each of the videos. And they were scripted out and they were funny, and I watched these videos that she was rolling out and they were so cool and I was so excited by it. And I messaged her a couple months later just to see how they were going, and I can't remember the numbers, the number I remember my head which could be completely wrong was 6X. She was like, "This has grown our company 6X, these new videos." And I got excited. I was like, "I want to do that, make funny videos." But I'm the person in it as opposed to hiring actors and stuff, but I didn't have the time or the bandwidth. My team, we have a million things happening. And so it's cool though, there's another company that's competitors to Harmon Brothers, but their business model's a little different. Instead of doing one highly produced video that costs $1 million, they do a whole bunch of smaller videos. And so the guy that owns it, his name is Travis Chambers. He lives here in Boise, and so messaged him, because I was like, "If I could do these videos and not have to leave Boise, that'd be amazing." And so we ended up working out a deal, and basically we're doing 12 videos with them where each month we launch a new video and they're fun. So they do all the scripting. I told him, I'm like, "I don't want to think. I just want to show up, film stuff, go home, and then a month later the videos launch and I'm not involved in the process of it." And so it's been fun because their team goes and they do the writing, they do all the things, and I show up and I them. And so some of you guys have probably seen some of the videos. The first one was me with a Coke and a Mentos bottle and a kitchen in an Airbnb we had rented showing if you put a Mentos in a Coke and it explodes and trying to catch all the Coke in a bottle. And the first time, it didn't work. Second time, we put a funnel and it works and you catch way more. And so it's this video, and it's me acting. I know. If some of you are watching it, you've seen me like, "This is cringe-worthy, Russell. You should not be acting." I'm like, "I know, I'm not an actor." But that was the first one we did. Next one we did, it was this lemonade stand scene, which was really funny. We blew things up, and it's hard for me to go back and watch these, I'm like, "Oh, it's so painful for me to watch myself act. It's so embarrassing." Then we did a Mission Impossible theme where they strapped me to a harness and I was drop from the ceiling. Then we did a first person shooter one, which is really fun. And yesterday we filmed the one that was an angel and the devil where I was the angel and I was the devil on a dude's shoulder trying to convince him to use ClickFunnels. And then today we're filming one for the Five Day Lead Challenge with lead magnets and a bunch of other stuff. And anyway, it's just fun. So every other month, we go and spend two days, we knock out two videos, and then we're doing 12 of them. Basically, we're launching one a month. So we're putting these things out there. And it's funny because I guarantee some people, especially I'm sure my competitors, are like, "Russell, you're such a dork. Why are you doing this? It's so embarrassing? Why are you putting yourself out there?" And I'm doing it for a couple reasons, and most of them were the same reasons I talked about earlier. I'm legitimately proud of what we do, and my job, if you've read the Traffic Secrets book, is to create hooks, to grab people's attention so I can tell them my story so then we can make them an offer. And so all these things are just different hooks. Me dropping from the ceiling to get people to OFA challenge is the hook. Me being an angel and a devil and acting horribly, because I'm not a good actor, is a hook to get somebody to stop the scroll so I can tell them my story, so I can bring them into our world. And all these things are that way. So I'm telling you guys this because I know some of you guys aren't making ads because you're embarrassed. "Oh, I look stupid. I'm not funny. I'm not blah, blah, blah," whatever the insert excuse here. Some of you guys are doing it because you don't know how to act or you don't feel comfortable on camera. Do you think I feel comfortable on camera doing these things.? No, I don't not, even a little bit. It's so awkward for me. They were making me do these voices that were so embarrassing. I watched the video afterwards, it's all super cringe-y. But then it launches and, oh my gosh, it grabs people's attention. It stops the scroll and it's bringing new blood into my world. And so that's why I do it, because it's the way I reach more people, it's new hooks to throw out there. It's new creative putting out there all the time. The more creative you put out, the more people you can grab, the more attention you can get. And so that's one of the big reasons. Number two is I'm trying to model for you guys what's working. You look at Kaelin's videos, and if you haven't, go follow their fan page and watch her videos. They are killing it with it. And she's a better actress than me by far. Her videos, I mean, come on now, she's just great at what she does. I'm the dorky version trying to be cool like her, and I'm not as cool as her, but they still work. And so it's modeling, "Why is Russell doing this? This is goofy." Instead of being, "Why is he making these goofy videos?" it's like, "Huh, maybe there's something behind these. Maybe I should try to make something like that. How can I have some fun with it?" I remember when we first started thinking about how do we throw more hooks out there? Dean Grasiozi was the one I was following at the time, and he was putting out so many videos. He was doing magic trick videos. He was doing him and his daughter's soccer game videos. He was doing thing after thing after thing, and I was like, "I need to put out more hooks. I don't even know what to do." And it was hard for me. And so by hiring somebody and putting it in a process, it's something where it's forcing me to put out these hooks way more often. And so, anyways, hopefully, again, I know a lot of you guys, you go and you buy the book, you buy the course, and you hear me talk about throwing out all these hooks. Yes. That's a big part of it, but that's not the full point of it. The full point isn't for me just to tell you about getting hooks. It's for me to actually do it so you can see me and be like, "Oh, that's what Russell's talking about. He actually practices what he preaches. Unlike most of the gurus who just talk about something, Russell's actually doing this. Let's model what he's actually doing anyway." Anyway, so I'm sure if you've seen the videos, that's what they are. If you haven't seen him yet, I'm sure you will see them and they will keep popping up and you'll be like, "Man, that Russell Brunson, he's the hardest working man in this industry. He cares more about this craft than anybody because he's willing to embarrass himself and put out all these hooks." And it's true, because I love what I do. I love my message. I love the people that we're serving. And so I'm willing to be uncomfortable and be goofy to get their attention. It's interesting. I remember hearing, I can't remember who it was, but this is probably a decade ago or something, I was studying, I wasn't studying acting, but I was studying actors who were successful, and I remember reading a quote from somebody saying, "If you realized how to be a good actor, you do things that make you feel so uncomfortable then on camera seem normal." And I remember hearing that and I was like, "Oh, weird." And I remember the very first time I was trying to get PR, oh excuse me, I tried to do an infomercial. That was the first time. I tried to do infomercial and I remember my host came on and he was interviewing me on the infomercial and after the first take or so he stopped. He's like, "All right, this is the deal." He's like, "If you talk normal, you sound like you're dead on TV." He's like, "You have to be up like this and super excited and then you sound normal on TV." And so he said, "That's the energy you have to have, it's way up here, to be able to sound normal." And so he kept training me and forcing me to do these things that stretch, that made me feel uncomfortable. He's like, "Take it to the level 10, level 12, level 15," wherever it is. And then he's like, "Now you seem normal." And sure enough, when we watched the infomercial back, I was like, "Oh, it actually doesn't sound goofy. It sounds normal. Whereas if I sounded normal, it sounds like I'm dead." And that was just a big a-ha. Same thing when I did media training before I tried to do my PR the very first time. You've got to grab someone's attention. If you talk like you normally do, nobody's going to pay attention, you're not going to get people's attention. And that was 18 years ago, 15 years ago, whenever it was. Nowadays, it's way harder. How many ads do you swipe through on Facebook or Instagram every single day? How many times has somebody heard about Dotcom Secrets or Expert Secrets or ClickFunnels or One Funnel Away Challenge, and they even ignored it until they saw me dropping from the ceiling like Ethan Hunt in Mission Impossible, or until he saw Shoulder Angel Russell fighting with Shoulder Devil Russell. And then all of sudden, they're like, "Wait. What?" And they watch it and they're like, "Okay, I've got to try this thing out." What's the hook that's going to finally get the person's attention? You don't know until you go out there and do it, and do it, and do it. So anyway, that's why. That's the purpose. I hope that it helps. With that said, I'm going to get cleaned up, because in one hour they're picking me up for my next video. This one's going to be goofy too. Not as goofy as yesterday's. Yesterday's, I'm actually really excited for the shoulder angel and shoulder devil one. But today's is one for our Five Day Lead Challenge. Like I said, every single month, we're picking a new video to do and trying new hooks. Some hooks will work, some won't, but you don't know until you throw them out there. So that said, you guys, get back to work. Go make some more hooks. Make some more videos. Throw it out there. Get your audience's attention and try to change the world in your own little way. Thanks again, and I will talk to you guys all again soon.
One of the questions I get a lot is “should I write a book?”. I’m going to tell you what I think, and why I’m starting book #4. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What’s up, everybody. This is Russell Brunson. Welcome back to Marketing Secrets Podcast. That beep means I need to put my seatbelt on before I drive away. And I am here today to answer the question, should you write a book? Today, something that has been on my mind is this question I get asked a lot, which is, should I write a book? And it's funny because, as you guys know, I've written three books. One of them was a New York Times bestseller. Woohoo! So that's pretty exciting. But it's funny because I never was a writer. I didn't want to be a writer. I hated writing in school. Even to this day, someone asked me, two days ago actually, he said, "Russell, do you like writing books?" I was like, "No, writing books is horrible. It is the most painful process of all time." And so, no, I do not like to write books, yet I've written three, and I'm probably going to write more. And people ask, "Well, why would you do that?" I'm like, "Well, it's the most painful process part of all the things I do." It's the hardest thing to do, but at the same time, it's also the thing that live the longest, that lives beyond yourself, that lasts, especially if you write a book that matters. I know there's a lot of people who teach how to write a book really fast, and I'm not talking about that. I'm talking about should you write a book that's going to be your legacy, the thing that people are going to remember you by? And a couple of things, I remember when I first got started, it was about 18 years ago, I remember going to events where people were selling the dream of, "You need to write a book. It's going to give you credibility," all these things. And so I put it in my head, I want to write a book. But I didn't for almost 10 years. But I remember when I started, I was like, "I'm going to write a book. It's going to be called Dot Com Secrets, because I don't know why. I just love that name." A lot of people told me they hated it. In fact, Jeff, Walker was like, "It's the worst name of a book ever." But whatever, I still like it. So anyway, I decided I'm going to write a book. I remember there was something cool about just in my head knowing that I'm writing a book. Even though I hadn't actually written anything, I just was like, "Okay, well, what's the outline? What's the table of contents? What's it going to look like? What should I write?" I started brainstorming it. But there was something when I flipped the switch to I was writing a book that just became exciting. I don't know. And I remember after I got done and I was like, "This is so hard. I'll never write a book again." But then when I decided I'm going to read Expert Secrets, there was something magical. I don't know. Maybe it's the romance of being an author and writing, and I don't know all that stuff, but there was something magical where I was like, "I'm writing again," and I got in that fun stage. And the same thing with Traffic Secrets, the romance. And I remember after each book, I was like, "I'll never write a book again. I'll never write a book again." But about the time that I got done the Expert Secrets book, I was hanging out with Brendan Bouchard. He's written, I don't know, a ton of books. And I remember he told me, he's like, "No, you're an author." He's like, "You just write a book every two years. That's just how it works. For the rest of your life, you should do that." And I was like, "Huh, interesting." And it took me a while, I'm not going to lie. Almost until I decided to do Traffic Secrets. After that, I was like, "All right, I'm going to do that. That's going to be a thing where I'm going to read a book every two years for the rest of my life." And so when Traffic Secrets got to the end, I was burned out because it was a brutal one. Plus, as some of you know, after finishing Traffic Secrets, I went back and I rewrote Dotcom Secrets and I rewrote Expert Secrets. So that was a season of too many words, hundreds of thousands of words. And I was just like, "I don't know if I can keep doing it." It was hard. So I haven't written anything in, it's been over a year. Holy cow. Weird. Yeah, because basically 2020 happened. We blinked and 2020 happened, and now we're back right now it's February of 2021, and I haven't written anything. So it's been over a year. It was just crazy. Anyway, I tell you this because I knew my next book what I want it to be, and I've told you guys on this podcast it's called Bootstrap. This is going to be the ClickFunnels story. And I'm excited. The problem is I also know, to write that book, it's going to be big and overwhelming and there's a lot that goes into it. And while I've started the process of it, I just know it's probably a two to three year project, if I'm honest with myself, because I have to learn how to write it a different style. It's not a how to book. It's like a storybook. And I want to sync it to The Hero With A Thousand Faces and all these story arcs. I interview 1000 people because I want to get everybody's perspective. I don't want to tell the story from my perspective. I want to tell it from everybody's perspective. And so that's one that's big. Plus, I don't have an ending to the story yet. What's the ending of the story? "And then we were happy." No, it's got to be awesome. "And then we went public," or, "Then we whatever," something cool. So I'm still waiting for the ending of the story. So it was hard to write the beginning if you don't know the ending and I'm hoping the book's not going to be a tragedy. I don't think it will be, but you never know. I don't know. I don't have a full picture, so I can't write that one yet. Although, I do know that is my legacy project of like telling the ClickFunnels story and how we did it all kind of stuff. So I sit back and I know that I have a lot of friends that have written personal development books. I've never wanted to do a personal development book, but there's something that, man, for almost probably nine or 10 months now it's been in my thoughts and I keep thinking about it, keep thinking about it, keep thinking about it. And yesterday I was like, "What if I just wrote that book first?" And then I was like, "Huh? It'd be a lot easier to write. I could get it done. We could launch it next year. It could be out in the world." But is it worth writing? I don't want to write a book just to write a book. A lot of people just write a book because, "Oh, I need a book." I want to write a book that's going to change people. That 500 years now people will reference it. That's the kind of book I want to write. So it's just like, can I make this something that's amazing, that's different, that's unique, that's not the same conversation, but it's a different conversation that'll inspire and help people for a long time? And so that's been the questions going through my head. And recently I figured out the title of it, and then I bought the domain, which was not cheap. So I bought the domain for it. And then it was, "Okay, this could be a thing." So yesterday I reached out to somebody who I know who actually designed the very first Dot Com Secrets book covers. He's name is Rob Secades. And I was like, "Rob, I'm thinking about writing a book. Do you want to design the cover for me?" And he got all excited. I got all excited. I'm like, "Ah!" So now he's designing the cover of the book. And now officially, as soon as that conversation ended, in my head, I was like, "I'm writing a book. I haven't even told my wife about it yet." Gosh, she's going to freak out. I almost want to not tell her and then just be like, "Hey, it's done," when it's done, because she knows the pain that I go through to write a book. But that got me excited, and then I emailed our publisher and was like, "Hey, if I wrote a book on this, would you be interested?" And this morning I got emailed back and he's like, "Heck yeah, that'd be amazing." He was freaking out and, "Let's do this thing," And he's like, "To hit the dates you want to sell this thing by here's when we have to have the manuscript back and everything." And I was like, "Oh," and now I'm sitting in my car, out front of the office excited because officially the switch has been turned on. I'm writing my next book and I'm not going to tell you what it is yet. But I do want to tell you that there's this weird energy that comes with it. And so to come back to the question initially for you guys, which is, should you write a book? The answer is a deafening yes. You should write a book. Same questions, well, when should I start writing it? I would propose you start writing it today. You've just got to flip the switch. When you start flipping the switch, these last 24 hours, my mind has been trying to figure out, what's this book? What's it look like? What's the outline? What's unique? What's different? What's the frameworks we're going to use? The swirling in your head, in your mind, and all these things, I'm like, "Oh, it's amazing." So if I was you, I would commit, "I'm going to write a book." And you don't have to write today, and maybe you hate writing, and that's okay. But just, "I'm going to write a book." And if you're like, "What's the title going to be?" And then I would hire someone to go create the book cover, because for me at least I can't design a site until I've got a logo. I don't know. I'm very visual that way. But I see a book cover and it's like, "Oh my gosh, I can see the tangible thing that people will be holding in their hands someday to make this real." And then your mind will start looking for the answers like, "Okay, what is this going to look like? What's page one? What's the first section? What's the second section? What's chapter one, two, three? Where do I want to take people? What's the mission of this book? What's the goal? All those things. Maybe somebody I'll write a whole course on how to write a book because that could be a fun thing too. But for now, I just want you think about that. If you start, you'll start opening your mind to the ideas. And even if it takes you 10 years to write a book, that's okay. But now you're putting things down. I remember Matt Fury told me one time, he's like, "If you wake up every morning and you write two pages a day," he's like, "that's 700 and whatever pages a year." He's like, "That's three books a year." So even if you say, I’m just going to write one page a day. If you wrote one page a day, that’s 365. That's a big book. It gives you tons of time to take weekends off and whatever. But if you wake up and say, "Everyday, I'm going to write one page a day," if you do that consistently, within eight, nine months, you've got a book done, which is exciting. And there's something magical in the romance of just saying, "Hey, what are you up to you?" "I'm writing a book." "What? You are?" "Yeah. I'm writing a book," which is crazy exciting. So anyway, I just want to put that out there. I do think everyone should read a book. I think one of our missions for all of us on this earth is to come down to this earth and we have an opportunity to help other people. You've heard me talk about this a lot. I believe that entrepreneurship is all of us has been called to serve a group of people. So the first part is identifying who are the people I've been called to serve, and then you find them and say, "How do I serve?" And you start looking through those things. And then I feel like one of our other role roles is, we're going through this life experience, we're learning all these things, and we're having experiences and tests and trials and problems and reading books, we're studying things, and I think part of our job is to curate your learning. It's like all the stuff you experience in this life, we should be curating those things. And you can be curating for yourself, for your spouse, for your kids, for your kids' kids, for your grandkids, the people you've been called to serve, whatever it is. We've all been here given our own unique minds, our own brains, our own experiences, and I think so many times we go through life and experience stuff, which gives us growth, but then we never actually leave anything behind to contribute to the next set of people, the people after us who were coming, who are like, I'm on the earth now. Does anyone got a playbook for how to navigate this?" And so all the growth that you went through, all the things you learn, all the things you experience, like all this stuff, if you don't leave a playbook behind for somebody else, oh, what a tragedy. If you look at, and I'm going to talk about this in my new book, by the way, but one of my favorite principles from Tony Robbins is the six human needs. And there's the needs of the body and the needs of the spirit, and I'm going to go deep into it right now, but there's four needs of the body and there's two needs of the spirit. And the two needs of the spirit are growth, number one, and then contribution. I think most people here on this earth get to the spot where you figure out the needs of the body and then you can move to the next tier, and now you start focusing on growth, which is your personal development. I think so many people go through that, and it's amazing. But then the most fulfilling, the last step in this process, is contribution, which is now you're leaving something behind. How do you contribute to other people? All the growth you've gone through, what's the purpose of it? And if you don't leave something behind, then so much of the things you went through is in vain, because it only affected you. And so I want to argue that at that as much as I love the romance of writing a book, I think a bigger part is you creating this thing that gives you the ability to contribute your life's lessons back. And so I'm excited for this new book for me, because it's not that I know the answers to these questions, but it's been a question that I've been chasing for the last decade. And I think that I've gotten further to the answer than most people who have had a chance to be on this planet yet I think it's something that everyone who's been on this planet should understand. If I can give you a treasure map that gets you there faster, it'd be a disservice if I didn't. And so that's why I'm writing this next book, and I'm pumped and I'm excited. And I hope that, first off, you're excited for the book. I'm not going to tell you the title or the name or anything. I just want you to freak out with me a little bit. Ah, freak out. But more importantly, because I think if I told you the title and all stuff it would distract from what I want you to think about, which is yourself, which is like all the growth you're going through right now, what's the contribution you're going to leave behind? And so think about that, okay, based on that, I'm going to write a book. And it may be a decade process, but I'm going to start the process so I can tell people, if they to ask me, "What are you doing?" "I'm writing a book?" "What? How cool is that?" I'm like, "What are you doing?" "Nothing." "How you feeling?" "Okay." If they're not doing anything, they're not creating anything, so it's like, most people's lives are so boring and static and just like, blah. But we're creators, we're entrepreneurs. We're the crazy ones. We need to be creating or else we're dying. And so just that process of somebody asking, "What are you doing?" "I'm writing a book." "Really? You're writing a book? What's it about? Tell me about it." It opens up this excitement and this energy and gets your mind spinning, and there's so many cool, exciting things for you. So should you write a book? The answer is, yes. You've gone through too much to not share it with the people you love. Even if nobody reads it, maybe one person reads it, would it be worth it? Yeah. If one person can learn from the things that you experienced and that can change their life, it was totally worth you documenting the process and turning it into a manual, even if it’s for that one person. And if you follow the process I teach you guys with the free plus shipping funnels and all that kind of stuff, you can get into a lot more people's hands and hopefully help thousands or tens of thousands or millions or more. And that ripple effect will be because you decided to contribute, which is exciting. So, all right, that's all I got. I'm out for the day. I'm going to go start outlining my new book. So excited. Appreciate you guys for listening. If you enjoyed this episode, if you're writing a book, take a snapshot on your phone of this. You just push the two phone buttons. Boom. It takes a picture. Post that picture up to Instagram or Facebook or any of the other social platforms that you chill on. And tag me and tell me that you're committed to writing a book. I'd love to see it. Appreciate you all. Thanks for listening and I'll talk to y'all soon. Bye, everybody.
This is my new favorite software for creating products, order form bumps, upsells, and more. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- Hey, what's up everybody? This is Russell Brunson, I welcome you first off to the Marketing Secrets podcast. I'm excited to be hanging out with you guys and I'm thinking about doing some upgrades to this podcast. Which makes me sad, because part of me loves the way it is now, but part of me keeps thinking like, "What could we do to make it amazing?" Anyway, keep paying attention, because there's probably some cool stuff coming really soon. But Today I want to talk about something that is really cool, that is here today that I am freaking out about. And yeah, it's by far my favorite new tool that I've been using. Yeah, so you excited to hear about it? It's going to change everything for you. All right, so, I got to tell you guys a story. I remember... So, my first mentor in this business, his name is Mark Joyner. And I remember, if you don't know, it's Click Funnels and we had it live for, I don't know, maybe two years or something. We actually had Mark fly out and I got to build the funnel for him and it was really, really cool. I remember we were sitting there and I'm building his funnel and having so much fun, and he says something to me. He's like, "Man, I've never seen somebody who's really that excited about their own product." I was like, "Oh yeah, I'm obsessed with ClickFunnels. I'm here every day for hours and hours and hours every single day." Oh, I wish ClickFunnels would log time, like how many hours you spend in there. Because I guarantee, I think I spent more time inside of ClickFunnels than any other human on this planet because I love it. And how cool is it to be able to create a product and use a product you love so much, you use it literally every single day? There's not many people that can say that. In fact, I guarantee you that none of my competitors, the founders of the company, used their own product a fraction of what I use our own product because I use it every single day. Every day we're launching new funnels, we're testing new things, we're checking our stats and our ads and we're making split tests and tweaks. I'm obsessed with it, as you guys know. But it's been a long time since something like ClickFunnels has come out that I've been excited for, and it's actually interesting the backstory behind this. When we first launched ClickFunnels, there were three partners. The first it was me and Todd Dickerson, and then we brought in a third co-founder, some of you guys know him, his name is Dylan Jones. And Dylan was the one who built the original ClickFunnels editor. He was part of the team for a couple of years, and then eventually we ended up buying him out and he's been off on his own, having the time of his life for the last couple of years. Recently, he started just playing around with some new ideas and he wanted to get back to coding and creating and stuff like that. He messaged me a little while ago. He was like, "Hey, I have this new tool that I created. I want you to check it out." I'll give you the tool upfront and I'll talk about what it does. It's called one-pager. So it's So, if you want to see what it is. But it's this really cool editor that makes these one-pagers. They're called one-pagers, right? At first, I was like, "Okay, I don't get it." He's like, "No, it's really cool. You can use it for making lead magnets or creating process flows or everything." I still didn't get it at first, right? I was kind of struggling. Then he demoed himself using it. It's so cool. He opened up this grid and then you drag the grid and you create a little blocking. Oh, what you want in this block? You want text or video or a headline or a checklist or whatever, and then you drag another block and really quickly, in like five seconds, I watched him build out a SWAT analysis one-pager and then he did another one. I was like, "Oh my gosh, this is cool." I'm like, "Let's do a one-pager for a concept inside my books." He's like, "Well, give me a concept.", so I'm like, "Okay, here's my storytelling framework." He looked at my storytelling framework and within five minutes he built a one-pager for it. That was insane. We're like, "Literally I could use it as a lead magnet", I said, "Hey, give me your email address and I will give you this one-pager, which is going to teach you my story framework" or I could sell them and give you the episodes and be like, "Hey, you bought my book, if you want here's my six one-pagers for me showing you all the processes of the book, section 97 bucks." I created an upsell for it in a heartbeat. In a few minutes, I created an upsell that fast from my book, or I can make an order form bumps or I can make... Oh, there's so many things. And I became mildly obsessed. I say mildly obsessed because I know to this day, there's nobody who spent more time inside of one-pager than me. I have built out now... I found out about it right before we launched the five day lead challenge, somebody has asked us to do the five day lead challenge. And in that challenge, I was teaching people to make lead magnets. I'm like, "Okay, everyone use one-pager." In fact, I got Dylan to go and create it so that everyone could create their first one-pager for free. So I was like create a one-pager and use that as a lead magnet. So in the five day lead challenge, we taught... I think we had 45,000 people registered for that, I taught them all like, "Hey, here's how to make a one-pager, go use that. Now you have a lead magnet you can go give away." And so I had everyone go create a one-pager lead magnet. And then we did the one funnel away challenge. I structured it where every single day I taught a principle, but I made a one-pager out of that principle. And every day they learn a principle from me. And then they get a one-pager with all the stuff in it, right? And the day two, day three... So I built 30 one-pagers for the one funnel away challenge. I did five one-pagers for the five day lead challenge. And now it's like every thought I've ever had, every concept, everything, every framework I've built, every principle, every everything I've ever created or dreamt of I'm turning into one-pager. That's how obsessed I am because it's taking these things, these concepts and it turns them tangible. It's hard to explain what a one-pager is until you actually see one. But it takes something and it makes it tangible, where it's like, "Oh, now this framework, this abstract concept you shared with me, now I can actually see it, I can touch it. It's a thing that I can actually... It's a one-pager." Ah, it's so insanely cool. And I'm excited because I literally have been using this tool every single day. And as I looked over the last literally 45 days, there's two products I've used every day. And that's Monday through Monday, seven days a week and that's ClickFunnels and it's one-pager. And I have to... In full disclosure, I got so obsessed with one-pager I asked Dylan if I could buy into it, become a partner and so now I am. So, yes, I do have ulterior motives to tell you about it. But the reality is these are the only two products that I use every single day, every single day in my business. That's it. Like, there's other ones I use every once in a while, I log into my odd responders, I log into my analytics. But the two things I use every single day are ClickFunnels and one-pager. And that's pretty cool. How cool is it to create products that you use every single day? Not just like, "Oh, this is a good idea. You can use it once." Like, every single day. Every day I'm in one-pager and now I'm going through everything I've ever taught. All my books, all my speeches at Funnel Hacking Live, all my projects that got partially done but not finished, I'm turning them all into one-pagers. One-pager after one-pager, I'm building lead bags, I'm building order form bumps, I'm building courses, I'm building everything with this amazing new tool called one-pagers. So, anyway, if you're not staying on one-pager right now, you don't have a poll. You should pull over the car, pause the thing, go to And what's cool about it is you create a one-pager and you can give it to somebody, right? So I give it to you and you can go take it and you plug it into a one-pager account and you give a free one page account. Because it stores all the one-pages people are giving you, right? So you can have all the content, the curriculum, the things you're learning, and they're all stored in your one-pager account, which is cool. And then had Dylan set up so the very first one-pager, you get one for free. So you got one, you can give away for free. You can make a lead magnet, doesn't cost you anything. Then obviously upgrade, you can create unlimited and it's insanely cheap, the software. We're going to be raising the price soon. But right now it's really, really cheap. And then you can start creating these things. And Dylan is in full out creation mode. He's adding all sorts of new things to it. He's adding new elements, just new stuff. That's amazing inside of it. He's working on membership modules and things like that, where you could have password protected one-pagers and you have all... Anyway, once they get unlocked, when somebody buys from you. And the future is really, really cool, but literally the product's been live to the world for 45 days now and I've used it every one of those days. And so, anyway, it's not that often I get excited about a tool. In fact, I have not been... I told Dylan this, before we became partners and before I bought into the company I said, "This is the most excited I have been to buy software, it's ClickFunnels. That's it." And he got pumped and I got pumped and now it's part of my daily routine. I'm in one-pager every single day. So if you're a creator, if you're a designer, if you're thinking about things, if you're trying to create products, if you're trying to create lead magnets, you're trying to create order for bumps or courses or whatever, you should go start using one-pager. If you're a speaker, if you're a presenter, if you're... Whatever you are, one-pager is amazing. It's one of the fastest ways I know to create a product, fastest way to get an idea out of your head, fastest way to get a tangible thing. So, anyway, you should all go to and just go get a free account and just played with it, it's seriously that cool. Anyway, so I'm pumped. Like I said, it's not very often that I use a product every single day. And the only two products I use every single day right now are ClickFunnels and So, there you go. And also, just to add to that, there's one other product that we're working on right now, that I can't tell you what it is yet, but it is amazing. I do think it will be the third product I use every single day. So, we're probably three months out, frankly didn't talk about that one, but it's cool too. So I'm sharing this for a lot of reasons. Number one, I want you guys to go sign for Number two, I want you to think about what is it you could create for your marketplace you would actually, legitimately use every single day. Because if you're going to use it every single day, there's a good chance that your market will as well. And so it's just kind of a test. In fact, I can tell you in the past, I created software in the past that I sold, but I never really used it myself. Like, "Oh yeah, it does this one little thing." But it wasn't something that became a staple in my life. Do you create something that literally you can't live without, where you're using it daily? Man, how powerful is that? Then your customers start using it, they're using it daily. It just changes everything. So anyway, hope you guys check it out, Have some fun with it, play with it. And like I said, I'll talk to you all again soon. Bye everybody.
On this episode I talk about challenge #5, testing the new control. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What's up, everybody? This is Russell Brunson, and welcome to the last and final challenge that I made to my Two Comma Club X Coaching Members that now I'm making to you as well. Hopefully, you've enjoyed the last four episodes. This is the last in the series, and this is Challenge Number Five, which is called Testing The New Control. And I hope that you guys get a lot of value from this. I hope you enjoyed the series, and I hope you enjoy listening in behind the scenes for a special presentation I gave to just Two Comma Club X High End Coaching Members. With that said, I'm going to cue the theme song, and when we come back, you guys will have a chance listen in to the last challenge, Testing The New Control. I got one last cool thing to show with you, guys. Okay, how many of you guys got the soft launch of the Traffic Secrets book? If you didn't then that's really weird, because literally that's what I've talked about for the last month on eight billion interviews. So when I was writing the Traffic Secrets book, half the time I was writing it I was thinking about the funnel for it, because that's what I do. And I'm happy to report back that the new funnel is out converting every funnel I've done in the past, and there's some very specific reasons why that I believe. And so not only did we do that, we went back and we redid the Dotcom Secrets and the Expert Seekers and put those live, they're both live as well. There's some ads running to them. We haven't starting promoting, but just the ads hitting right now, we've more than doubled the average cart value just by making these tweaks and these changes. And so, for us, in our business, whenever we're creating something, I always have a control. So control is the current best thing we have right now, and we're always trying to beat the control and figure it out. For the last couple of years, the control for all of our book funnels have been the same. You guys have all noticed them. They were usually dark background, video, a two step order form right-hand side, and that was the control. And I know it's for my control and we tried to beat it for a long time but we hadn't been able to. And it's funny because I've seen most people in the community have copied it and they use it over and over and over again. And so, for me, I was like, "I want to figure out an incremental change." I spent a year while writing this book researching for the book funnel, because I'm like, "What good is having the best book in the world if you haven't the best book funnel?" And so I spend a lot of time geeking out on this. There's some real unique, interesting things that we did as a team that I want to show you guys. And hopefully it helps just give you guys some ideas of things you can test. But I'm going to show you guys our control, because again you guys can test this versus whatever version you're doing. So I'm going to show you. I'm actually going to go into the funnel real quick to show you what we did and why. And some of these things are hacky things and it's worth figuring out how to hack them. We had Jamie Smith. I think most of the things he used to hack, he put in CF Pro Tools. So you can pay him for some of these hacks. I don't know how that all works. I don't know how he gives them or sells them. But these are the little tweaks and things we made that. Some are ClickFunnels out-of-the-box, some of them you need to use CF Pro Tools, but they're all easy to do. Any technical person can do them. I can't do them, but you could hire any person who's one step more technical than me or you and they can do it really easily. Here are the changes for the control. Number one, do you notice it's very white? All in the past, my book funnels always were dark background with white text, mostly because I thought it was really cool. And at Funnel Hacking Live, I was sitting behind the stage with Kern and Kern asked me, he said, "How come you do all your backgrounds black?" And I was like, "Because it looks really cool." And he's like, "You know that David Ogilvy and Ogilvy and Co have spent over $1 billion split testing white on black and black on white? And in no circumstances ever did black background with white text ever win, ever in the history of marketing, as we know it." And he's like, "I assume that you've been split testing this like crazy and you figured out that was the big secret, that having black or white was this new thing." And he's like, "Please tell me you split tested." I'm like, "No." And he's like, "Literally, your entire community has ripped it off and everyone's doing it." And he's like, "If they just switched from black to white, it would increase their conversion." And so I went and I found some to the Ogilvy studies and things like that, and I was like, "Oh my gosh, I never test that because I just loved the design." So when we created these ones, I told our guys, I was like, "We have to design them. Even though a lot of our messaging is dark and serious, it has to be on a white background." And so if you notice, white background, black headline. So, that's one thing I would recommend. Number two, do you notice that all of my funnels in the past were always two column, and this funnel is only one column? The reason why is the majority of traffic today is coming mobile. And so we used to always design to desktop and then mobile optimize, where now we design for mobile and then made the desktop versus mobile as well. So if you look at this, it looks the same on mobile as it does desktop. It's one column, everything centered down the middle. There are no two column anythings. And we've seen a big lift from that as well. This includes the upsell pages down so that everything is just one column. So nothing's got to snap into order. It's always an order, because the majority of people are coming. So we are now moving forward designing everything for mobile and not even worrying about desktop, because more people are coming mobile to desktop. So what that means is that your design, at least for us, is shifting from two columns to one. Everything's one column. So because that, also you've noticed in the past, we always had the video and the order form on the side. Now, the order form is inside pop-ups, because I want to keep everything in column. In fact, we had one offer back in the day that had the order form in the pop-up. And as I was contemplating this, in fact, it's over, I think it's still there, perfect webinar secret stock, this is an old, old, old funnel, but yeah, it was the only one that we put the pop-up inside. And so I had our guys run stats, and it turned out this having the order form in pop-up versus having it side by side, this version, even though it's ugly and old, we never even looked at those numbers, but people that fill out step one and people that finished the step two, having it in pop-up in line like this, this one, beat out all or all three of the book funnels we had where we had side by side. So, anyway, little thing, order form inside the pop-up. And the next thing, this is the Jamie Smith hack. Videos used to auto play, I love that. Now, they don't. We use Wistia, because Wistia made a really cool where you could go and watch a video and it would loop like this, then you click play, it would start over. Wistia's the only one that did it. But Wistia is so insanely expensive. Our Wistia bill was getting to be $40,000, $50,000 a month, I was just like, This is insanity." So we switched everything to Vimeo, and then Vimeo doesn't do that cool thing that Wistia does. And so Jamie Smith made a little hack on here. So now if you look at it, you come here, it starts playing the video with no audio. And if you click on this though, the ones that work on the box, when you click on it, it starts playing the video right where you're at. It's like they missed the whole sales pitch. If I click right here, you missed the most important part of my message, which is the beginning. So the way that this little script works is you click on it and, boom, it pops the video back to the very beginning so you get your full sales message. So, that's the thing there. So these are the core things, we've got mobile, white background, video auto play, order form pop-up. Those are all the core new things on our control. Oh, the other thing. He doesn't work in ClickFunnels by default, but it was another Jamie Smith hack I think you can get with CF Pro Tools, but having dual order form bumps. I'd never done it before. We did an order form, right now we're getting about 35%, 36% of people taking the audiobook, and 10% of people are saying yes to the $97 order form bump, which is insane. That's higher than when we used to have use to have an upsell one that was 97 bucks, we would get, I don't know, 4% to 8%. We need 10% to take it here, and it's a whole other upsell that we snuck in there. Our average cart value, we're 30,000 plus books sold in and we're still in the $60 average cart value. That's with half our funnel hackers buying 18 copies of the book, because they're buying from everybody's bonuses. And not buying the upsells, even with that, our cart value is high. Again, it's 60, 65 bucks or something, 63, 65 bucks last I checked. And it's because these little things like this. A second order form bump, just free cash sitting there, you just grab it. And it's insanity. All right, I'll show you a couple of pages in the funnel. So then OTO number one, again, notice mobile optimized, video player, the same thing. We come back down and then we have the offer. But then check this out, this is the offer they added, and then we added an order form bump here in the upsell, which we'd never done that before either. It's the order form bump. And both of these are doing amazing as well. So an order form bump. Again, notice, mobile optimized, video players, same way, and then order form bump on an OTO. Who's ever seen an order form bump on an OTO before? Ah, we've never done it before. Jamie Smith, I love that man. He was like, "Hey, do you want me an order form bump on your OTO?" I'm like, "You could do that?" He's like, "Well, not by default, but we have tools to do that." I was like, "Boom, free money." Again, one upsell turns into three without annoying people. Every page you have, every new page in the funnel, will annoy a new percentage of the people and they'll drop off. And so, for me, I have this rule where we have a sales page and two upsells, that's what I have. I mean, that's Russell, right? All my funnels are our sales page, upsell one, upsell two, thank you page. All my funnels are four pages, that's it. Very simple. I don't want to go deeper than that. If I go deeper than that, you start offending people. They call it upsell hell. You get into this upsell hell where 5,000, that's what a lot of people do, and it annoys people. So I don't like having more pages than four, but if I can slide more offers in, in a way that doesn't annoy people, yes, all day long. So we do that. And then Funnelytics is our second OTO, which pushes people to this. Boom. And same thing, notice, mobile optimized, coming down, video player. And then same thing, we have the core offer. And then there's also the upsell box here, which has also been good. And then we take them to the thank you page, which basically thanks them for buying, tells them they're the coolest in the world, because they are, gives them access to the downloads. Then from here, we push them to ClickFunnels trial. And then here we also push them to the Marketing Secrets app where they can get there. And now I can text people. I'm getting people on text lists as well so I can text some stuff. So that's the funnel and that's the control. So, again, if we went back now, here's the Dotcom Secrets book. Guess what we did? I'm like, "Hey, there's a new control. Go back to the old pages. Let's update the controls." So there, boom, all the elements are here as well. It looks very similar. Different message, but the control works. But I'm all for you guys, by the way, I'm all for you guys modeling this. Don't copy it. It drives me crazy how many people's book funnel looks identical to Expert Secrets. They have a purple book and they're using the same color scheme. Show your designer, "This is Russell's. I want something similar." Don't go in and, "I'm going to use Russell's bullet points." Look at it as a model and then make your versions of it. Anyway, I hope that makes sense. Use your coach and use your headlines, use your things. Be creative, but it's those little things I'm talking about. It's understanding the four or five things I showed you guys. So my last challenge for you guys today is to test a new control. Take whatever funnel you have right now that's working the best in your business and make and control some of these elements. Centered, mobile optimized, order form inside of a pop-up, adding an order form. Do that and then AB split test your current one versus the new one, and then see which one wins. I appreciate you, guys. I had so much fun. I wish I could do this all day, every day. This is really, really cool. But I appreciate you guys letting me jump on here. Hopefully, this gives you guys some ideas and some things to think about.
On this episode I talk about challenge #4, finding a new product origin story. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- Hey, everyone this is Russell Brunson. Welcome back to the Marketing Secrets podcast. Hope you're enjoying this week of challenges. Today we're going to be moving into challenge number four. This is finding a new product origin story. Now, again, this is parts of a training that I recorded with my Two Comma Club X High End Coaching Members and you guys are having a really cool chance to listen to behind the scenes of what I taught them and hopefully this gives you ideas on some cool ways and some simple ways to make your business more successful. So that said we're going to cue the theme song. When we come back, you'll have a chance to listen to challenge number four. So challenge number four is going back to whatever thing you're selling, your product, your book, your webinar, whatever it is. I want to challenge you guys to find a new product origin story from some separate things, some sexy hook you can then tie back into the thing that you're selling and try that on an ad, try it on your landing page. Try it on something and just see if you can amplify what it is you're selling. I did a podcast three years ago and I didn't know how to explain it. I think I called it, turn up the sexy or something. I said, "I don't know how to explain this, but you take your offer and you have to make it sexier." Most people's offers are so bland. It's like someone comes to the page, "Oh, nah, I can do without it." But if you come to the page and you're, "Oh my gosh, if I don't have that thing, I can't sleep tonight." That's what you need and it comes back to turning it sexier. I didn't know how to explain that. It's just ah, try help people and make it sexier, make it more exciting, make it... How do you do that? I couldn't explain it. And this report, I read that and I was, this is the most simple, easy way to do that is to find this outside third-party story that uniquely is interesting and fascinating and then tie it back to your product. And so hopefully that helps.
On this episode I talk about challenge #3, doing 100 speeches to other people’s audiences. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I hope that you've enjoyed the last two episodes. Challenge number one, we talked about simplifying your business. Challenge number two is talking about publishing daily for existing audience. And now, challenge number three is called, do a hundred speeches to other people's audiences. Now, these are all parts of a special presentation I gave them at Two Comma Club X high end coaching members earlier this year and I wanted to break it up and share it with you guys because I thought there's a lot of value in it. Hopefully, it'll get the wheels in your head spinning about how to have more success with your online business. With that said, we are now going to cue the theme song. When we come back, here's a listen-in on challenge number three. Now, I want to go to the next step. Next step is send an email a day. These are people that are already on your list, right? The definition of you sending an email a day to your list is, they're already on your list. Now, we're talking about, how do we get more people onto the list? Okay. I think that for the most part, most of you guys here in the community, you get good at publishing, but for the most part, publishing happens to your existing group, right? The podcast, it's going to the people who are on my podcast. If I'm doing a Facebook live, it's for the people who are on my Facebook live. If I'm doing an email on my list, it's for people on my email list, right? It's targeting the people who are already following you and the more you do it, the more people will come and follow you but what I want to challenge everyone to do is, how do I amplify the number of people who are on my platform? How do I get more people coming to me so that when I'm doing a podcast, I'm doing an email, more people see it? I want to show you guys a story of something cool that I saw one of my friends, his name is Eric Lofholm and January 1st this year, he posted something on Facebook. At first, I was like, "Huh? Interesting." He posted this, he said, let's see if I can pop it here, he said, this is on January 2nd. I think January 1st, he said, "I have a goal. I'm going to try to do 550 speeches this year. January second, he gave speech number one of 2020, shooting for 550 speeches this year." I was like, "Huh, that's interesting." I'm like, "I wonder where this is going to go. I'm really curious." Then, the next day or January four, two days later. "My goal this year is to do 550 speeches. So far, I've been posting my year to date results. I had two people reach out to me to book me. Yay! No speeches today, I'm at seven for the year so far. A few people asked me my definition of a speech. Here it is: a talk that reaches two or more people." Okay? The definition of the speech: a talk that reaches two or more people. That includes being a guest speaker at sales meeting, delivering a seminar, being on a podcast, delivering a webinar, delivering a keynote or a corporate training. Anyway, that's what he defines that. As long as two people are listening, he considers it a speech. Okay? All right. And then, January 6th, "I'm off to my goal of 2020. Here are my results today. Delivered five speeches, had nine coaching calls, booked two speeches, created four pieces of content delivered one sales presentation at two members of my team. My speech goal was 550 for the year, I'm at 12 speeches so far a year today." That's January 6th, so his average is basically two a day since the beginning of the year. "January 8th, three speeches so far today. Reached about 300 people this morning, 2020 goal, 550 speeches, 18 speeches a year today so far. January 9th, three speeches today, 22 speeches a year today. January 13th, six speeches today 32 speeches a year today. January 14th, eight speeches today, 40 speeches a month to day. January 15th, three speeches today, 43 a year today, 550 is the goal. January 16th, five speeches today, 48 a year today, 550 is the goal. January 17th, two speeches today, 50 ..." and it keeps going on. "January 20th, five speeches today. January 21st, 62 a year today. January 13th, 68 today. January 22nd, 65. January 24th, 74. January 27th, 78." He's one month in, he's got 78 speeches he's given all pushing people into his funnel. He's not pitching to his existing audience. We talked about publishing to your existing audience and most of you guys are doing that. Now, this is going outside, doing speeches to other people's audiences to bring people into your world, sucking them in the lead magnet. If we're not bringing new leads, new people in, then our funnels, our publishing wells will eventually start drying up. Okay. "February 3rd, 98 a year today. February 14th, 127 a year today. February 24th, 148 today. February 28th, March 4th, March 4th." It keeps going, "March 19th, 202 speeches today." All right. It keeps going on from there. Do you guys see what he's doing? Obviously, publishing daily to his own audience, he's going to have to figure out, where can I go and I can give a speech? He devises a speech to somebody else's audience to get more people coming in. Okay. My question for you guys is, again, instead of focusing on building the next new funnel, it's, where can I go to find people to bring people into my funnel? How can I do more of this? Okay? And by Eric putting out this intention of, I'm going to do 500 speeches on other people's fan pages, other people's podcasts, other people's things this year, it's more than one a day. It's forcing me to do it and you look at, the momentum is slow at first, slow at first and the more he did, the more he booked and now, March 19th, he's two months into the new year's, he's got 202 already done of his 550 goal. If he keeps consistent with these, he probably could 2,000 or 3,000 and winning is going to happen to his business, because of that. How many leads and customers and people are going to come into his funnel because he's out there doing presentations to bring people into his world. All right. I was talking to Stacy Martino yesterday and she's like, "Hey, I want to put you on our podcast or do a Facebook live to do your book. I've seen you a lot." I'm like, "Yeah, I've done a lot." In fact, how many of you guys have seen this? I've been doing, on average right now, I'm doing eight a day. I'm doing eight speeches a day, 30 minutes speeches to other people's lists. Okay, I’m in quarantine, I got nothing else to do. Eight a day, I do 30 minutes speeches and I'm doing eight a day right now. Last week, we did eight times five so I did 40. This week, I took Friday off to hang out with you guys but pretty much did almost 35, 40 this week. And from that, we've sold over 30,000 copies of the book. I'm going out there doing the thing, doing the thing, doing the thing. The question then obviously is, "Where do I do speeches to?" I don't know, and it comes back to the foundation of what we've been talking about and teaching you guys for years now, it's the Dream 100. I want you to look at this from a different lens. I think a lot of times, people build this Dream 100 list and they sit on it waiting, "Well, someday I'm going to send them a package with my box" or "Someday, I'm going to do it." And I'm like, "No, no, today's the day." This is how I want to challenge all of you guys to do this, is come back to your Dream 100 list and say, "Hey, on Facebook, who are the people that I could potentially do a speech on their fan page to?" And then, list out those people. "On Instagram, who are the people I could potentially do a speech to their audience with?" And list out the people. "Who are the podcasts that I could potentially speak on a podcast? Who are the YouTubers I can make a YouTube video with? Who are the emailers with emails? Who are the bloggers who have a blog?" And making that list and then, it's not to wait until someday your thing's ready, it's today. Send an email and say, what I recommend is email and Facebook to say, "Hey man, I'm a fan of your Facebook following. I have this really cool free report I wrote called 17 Ways To Do Awesome Stuff and I have a presentation that I can give and I can go anywhere from 10 minutes to 30 minutes, it's going to help people to be more productive. And then at the end of it, I'll give them a free copy of my PDF with 17 Ways To Be More Productive. Can I come and do that presentation to your audience? I think they would love it." And you asked first person. Send an email, second person, "Hey, Joe. I'm a fan of your Facebook page. Love what you do, I watch all your episodes. My favorite one has been this. I have a question for you. I have a really cool report I wrote right out called 17 Ways To Be More Profitable In The Coronavirus Thing and I would love to come and give a 10 to 15 minute presentation on your fan page with you where I can go through these things and then give people a free copy of the thing. Can I do that? Would you mention me? I'm doing a speech for free to your people." Cool. Next person, next person and just emailing them, one at a time, one at a time, one at a time. If you email 10, 15, 30, a hundred people, how many speeches do you think you could land? My guess is, if you email a hundred people, you'd lend a minimum of 10 speeches. And I guess it's probably a lot higher, but you get 20 or 30 of them. I don't care who you are, if you've got no name at this point, it doesn't matter if you got a sexy hook, something that's timely for their audience, a free presentation you normally charge for you give for free to their people, you'll be able to get people right out to come and play. Come on. Especially since I have this community, can you network with each other, can you guys do speeches to each other's lists?? Now's the time to start getting out there and sharing your message. Now that I'm in quarantine I'm doing it as well. Usually, I'm so busy I'm not able to do presentations, but man, I've been doing all my crazy and what's happening? We're filling our funnel with brand new leads, brand new people every single day. Okay? I want to challenge you guys to do a hundred speeches to other people's audiences over the next 12 months. The rest of this calendar year. Okay? That means it's one every, every other day, every third day or something like that. Basically, make a lot at first but if you're like Eric Lofholm, I just showed you guys, it starts slow and as you do one, it opens the next one and the next one and the next one and it'll be able to ramp up over time. But this is how you're getting new people in so this is different than publishing daily. Yes, I said, "Spend 20 minutes publishing something daily to your existing audience and then go out there and do at least one presentation a day to get new people into your audience so they can see the stuff you're publishing every day." Promotion, publishing. Promotion, publishing. Okay? They're hand in hand. I think I've done a disservice on telling you to publish, publish, publish, and people are like, "I'm publishing and nothing's happening." It's like, "Okay, now, you've got to promote what you're publishing. Getting people in and out. It goes out to going to the different audiences in your Dream 100, doing presentations, doing speeches to everyone and call them to get people to hear a lead magnet so they can hear your publishing and you can sell them the one thing you actually tried to sell them at the end. Do that makes sense? Yeah. Coleen said, "At first, sometimes, it seems hard, but then it snowballs and everyone wants to have you on their show." Yes, yes. Yes. Someone said, "How do you find these audiences?" It's easy. Let's say it's podcasting. You're on a podcast app and I go ahead and I'm like, "Okay." I scroll down to where it says Top Shows, I click on Top Shows. Right next to Top Shows, it says See All so I click on See All and it's showing all the top shows and at the very top here, it says Categories. What category am I in? I click Categories and then here's all the categories in iTunes. There's news, comedy, sports, history, true crime, social culture, arts, business, education, fiction, government, health and fitness kids and family, leisure, music, religious spirituality, science, technology and TV and film. There's the categories in iTunes. If you're like, "My business doesn't fit in those categories," you may not be in a good business because if there's not people podcasting about the thing that you're selling or the market you're in, it may not be a big enough business to really focus on. Your business should fit into one of these categories. I'm going to be like, "Okay, let's say I am a health and fitness," I'm looking at the fitness. Boom, it shows me the top podcasts in health and fitness, the top 200 podcasts. I just gave you, if your health and fitness, there's 200 Dream, 100s so you already doubled how many people you need to have. I'm going to go to every single show host, I'm going to contact them and be like, "What's up, dude. I see that you run the Adaptive At-Home Workouts. I have a finished product. I would love to do presentation showing my number one best workout blah, blah, blah, blah, blah." Okay? And then you go through person by person by person. The next question is, "Russell, how do I find their contact information?" I don't know, you just start clicking around. So click on this right here, it says Sometimes Everyone Hears Things. There's no contact so listen to the podcast and see what do they pitch at the end, what website they sent me to. Then, you go to the website URL I look for contact link. It's just doing the research, doing the homework. Okay? Now, there's 200 people on Podcasters. Now, those are the top 200, but the good news is there's even more. In fact, the Marketing Secrets Podcast gets 15,000 downloads per episode and it's not even in the top 200 in the business category. There are tons of big podcasts you can be on that aren't in the top 200. Then, you can just go to the search bar here and type in, "health and fitness" or in a keyword, type in, "biohacking." I'll type in "biohacking" and I click on it and biohacking may not be the top 200 in health and fitness, but holy cow, there are probably 50, 60, 70 different biohacking podcasts here. Biohacking. Then you go there. There's just podcasts alone. Then, go to Google and type in, "biohacking blogs, biohacking YouTube channels," go to Facebook and start searching biohacking, you start searching it and you go on that thing and you start finding just swarms of people that you could challenge to do with. Cool? Does that help you guys? YouTube, same thing, YouTube, same with Google. They're everywhere. All right.
On this episode I talk about challenge #2, publishing daily for your existing audience. So tune in and enjoy! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I hope you guys enjoyed the first challenge yesterday. This is challenge number two that I made to all my Two Comma Club X High End Coaching members, and this second challenge is called Publishing Daily For Your Existing Audience. So I'm going to cue up the theme song. When we come back, you'll also have a chance to listen in behind the scenes to a presentation that I gave to just my Two Comma Club X High End Coaching members. Okay, so now I want to walk you through how I'm publishing every day to my existing audience. You guys have probably been watching me do this. So what I've been doing is I've been going live on Facebook, and I want you to understand the psychology behind this. I think so many times where I'm selling this thing and I don't want to share my best secrets and I don't want to give everything because then they're not going to buy, and what's interesting is the exact opposite is true. And so what I've been doing right now is, during this book launch, every single day I've been going through and reading a chapter, not reading a chapter of the book, because the phrase that was used is I'm trying to make these videos useful, but incomplete. So it's like, "Oh man, that was really, really useful. But man, I need to get the book because I need the full picture." Useful, but incomplete. And so, each day I'm going live I'm like, "Okay, today we're talking about chapter one." I tell the story about it, I share something amazing, and then at the beginning and the end, I do a call the action. Because what's nice about when I'm doing a Facebook live about my product, I can be like, "Hey guys, today we're talking about this product. This is so awesome you're going to love it, and if you don't have your copy yet, go to and get your free copy. It's going to be awesome." And then I teach them and talk about chapter number three. "So chapter three is this." I'm like, "Oh, on page 71, it's so cool. Check out 71 what we're talking about." And I tell some stories and I'm not holding anything back. I'm very, very useful. Everything I'm sharing is useful. We're like, "Oh my gosh, that's enough, look, that's amazing." Useful, but incomplete. I'm like, "Oh, I wish I could spend four hours over everything. I can't." I share case studies. Oh, I shared this really cool article from so-and-so. Anyway, it's all in the book. You'll get it in the chapter, but I just wanted to share that piece of it, because when you understand that, blah, blah, blah, blah, blah. And then you do the call to action at the end. "If you don't have the book yet, go to It's amazing." So each of these becomes its own little mini ad publishing every single day. And you can do this if you've got a membership site, if you have a service, you have a whatever. It doesn't matter what it is, the same concepts apply. I come in, I'm like, "Hey everyone. I'm excited to be here today. I'm going to be talking about, boom, the product or service that I sell. If you don't have it yet, go over here to go get it. But regardless, today, I’m going to talk about one piece of it”, and then go in and share the most useful thing you have about the thing. And then make people like, "Oh, I wish I could go more," and then it's like, "Hey, if you don't have it yet, go and get it." Very simple, very easy to do. It's your own stuff. It's your own frameworks, your ideas anyway. It's not difficult to go bring them out, but it's getting people excited and engaged in the process. They're consuming it with you and they're seeing the good stuff. And if you watched any of these, notice I am not holding things back. I don't know. I'm sharing the best stuff every single chapter, the best stories, but it creates desire in, "I want the thing now because I see how cool it is that I'm missing out on. I need to get access to the whole thing." So I’m doing that. And, again, all these things are pushing back to the book funnel. So for you, it's pushing back to whatever your new one simplified easy funnel is. Every single day going live, making it really easy. And then from that, for me, because I'm easier, I do better on video first or audio first. I don't do as good on writing, like Ben Settle, writing an email everyday is harder for me. So I start with the video and then my email's like, "Hey, dude, did you see it? I just did a whole video talking about chapter one. I shared this really cool secret. If you haven't checked it, go check it out." I sent an email back to the Facebook Live, and there's my email of the day. So I published a 20 minute video. The email goes out, pushing people back to the video, so that I'm publishing in two spots. My existing audience on Facebook, my existing email audience sees it and pushes them back. And then recently, you guys might've seen this, I took all of these videos and we just ripped the audio and put them on podcasts. And these worked great as podcast episodes because each podcast starts with me pitching the book, me telling one secret from the book, and it ends with me pitching the book. And now it's like I have this podcast that's literally just all my Facebook Lives, but they're structured in a way that they work for a podcast as well. And right now, this podcast I think is number 12 business podcasts in the world right now, which is crazy since it's just the Facebook Lives. But now people are finding this and they're coming in, and then, again, everyone's got a call to action back to the book. So for me to do this, you guys, I'm publishing here on three platforms, Facebook, my email, and now on podcasting, it's taking me 20 minutes, well, 20-ish minutes, this one's 27 minutes and the 22, 27, but it's not like I'm spending three or four hours doing it. It's like, "Hey, I'm just going to go live." And I don't prepare for these Lives at all. If you watch them, I'm literally pitching the book, opening to the chapter, looking at my doodles and my pictures like, "Okay, all right, let's talk about this today," and it's just fast. And then from there I get the email, from there I get the podcasts, and it's just an easy way to do it. So that's how I'm publishing to my existing audience 20 minutes a day.
Welcome to this special episode series! Recently I recorded a training video for my 2CCX students and I made them commit to taking on 5 different challenges that would help them strengthen and grow their businesses. On this first episode we discuss challenge #1, Simplify your business. So tune in and see how these challenges can help you and your business get to where you want to be. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to Marketing Secrets Podcast. All right, I want to share with you guys something really cool. So recently I did a training for people who were inside of my Two Comma Club X, high-end coaching program. And the training chat really cool, and I thought it'd be fun to share it with you guys. So I'm actually going to break it up over the next five episodes. There are five challenges that I gave them to do to be more successful inside their business. So, that's kind of the game plan. So each episode we'll cover one of the five challenges, and this very first challenge is called Simplify Your Business. So we're going to cue up the theme song, we come back, you guys will have a chance to hear and behind the scenes of a private training I was doing with my Two Comma Club X, high-end coaching students, and I hope you love it. Whenever I would go to bed, I always like trying to do a lot ahead of time, this is my business model, I know what it is, it's like I'm driving traffic to a landing page, and then from here I'm upselling people on the phone, or I'm doing a webinar, or I can have a structure, like what you're doing, right? And it's all the speakers are coming in that are giving you ideas. The goal is not to be like, "Nevermind, I'm believing that," rip it up and start something new. And the next speaker, you throw it away and something new. Instead, it's like listen to every single speaker and listening to their model and be like, "That's really cool, I love how they're doing that." And then be like, "That piece right there, that one thing that person said, that's something I can take and I can apply to my existing framework, the existing business I'm trying to do." Okay? Because if you're not careful, you're going to hear all, again, we have so many amazing speakers, all of them had their own take on how to do business. If you're not careful, you're going to rip up and rewrite your business plan 20 times in the next two days, which is not going to help you. It's not going to get you to momentum, it's going to get you out of momentum. Right? So the goal of this is to keep the frame or keep the business that you're working on, but then looking for what's the piece of gold from each presentation. Right? I'm going to be sharing these five different things. And each of these things, some of you guys might thing, "That one's not for me. That one's not for me," and, "That's the piece of gold I needed, I can add here, and I can apply to the framework that I've already built. It's going to help me to speed up and help me get to that next spot faster." Okay? And so that's the way I want you guys to start looking at this week, not, "I'm rewriting my business plan 20 times over," it's, "I have 20 amazing people coming, what's the one piece of gold I can take from each speaker that I can apply to the existing thing that I'm already working on to help amplify it and help get me back into momentum?" Does that make sense? So that's kind of the goal. So with that said, I'm going to jump into five different things I kind of wanted to go through with you guys, and I think they're fun. I'm excited for it. So, all right. So the first thing, so again, I got a bunch of just things. So my first thing I want to put out there for everybody is the thought process of how can I simplify my business? How can I simplify my funnels? Last year, we did an affiliate retreat, some of our top affiliates came, and they came to Boise, and then Dave and Miles and everyone, took them out to McCall where they did water skiing and everything. Before they went out to have the big party, because I wasn't invited to the party. I'm just kidding, I was probably invited, I just wasn't able to go. But before they all went, I sat down for like an hour with everybody and kind of asked everyone about their businesses, and everyone asked me some feedback on this stuff. And I remember one of the people who was there, her name is Alex, she asked me the biggest advice. I kind of asked some questions on her business. And really quick, I found out that basically she had like, I don't know, half dozen or more funnels that she had, she was driving traffic to, she was trying to do all these different things. And I said, "Ma'am, my biggest piece of advice for you right now is to simplify everything." I said, "Pick the one funnel that you like the most and delete the rest." This should not be something where we're driving traffic to six or eight or 10 different offers. If you are, it gets very, very difficult. It's hard to focus all your efforts. I think a lot of people see my business and they're like, "Russell, you got eight offers." I'm like, "Yeah, I have 400 employees." You know what I mean? We're doing 10, $15 million a month. Don't necessarily model me because we've got more staff recently. When you get the point where you're trying to go for the billion dollar company, then look at me. But right now, what most guys are trying to zero to a million, million to ten, and ten to a hundred. So in those windows, the thing that's going to drive you is simplicity, one funnel. And what's crazy is as I'm doing this book launch, Alex, she interviewed me on her thing, and she said, "Man, the biggest thing that grew my business the last year is when you were in Boise, and you said I need to kill all my funnels but one. She's like, "I left all stressed out because I love all these funnels. I put so much time and energy, but I thought, everyone says, 'Do what Russell says,' so I'm going to do what Russell says." And she's like, "I killed all these babies and I kept one." And she's like, "Because of that, all my focus is on my ad dollars, my promotions, my content, everything's focused on one thing, and because of that, it's grown." And so I want to challenge you guys today. Again, this comes back to this whole over the next 20 speakers, don't try and reinvent 20 different business models. It's simplifying the one you have and figuring out the nuggets of gold you can apply to it. Okay? So I'm going to show you guys if I was to start over right now, like the most simple model on earth, and this is all I would do, if it was me and I'm trying to make a million to $10 million a year company, I would do this. Okay? And I'm going to show you, it's Ben Settle slide, because Ben is the most consistent, simple business model I've ever seen, and it's exactly what I would do. So Ben has got one product. Since the last couple years, he's developed a couple of other ones, but the reality, all those other products are... so he publishes a monthly newsletter. It's 97 bucks a month. You get a physical print newsletter in the mail every single month. And that's kind of what his business model is. And if you see, he sells other things, all he's done is over the last 10 years, he's been publishing this newsletter. He'll be like, "What are all the newsletters on this topic?" And he'll take like 30 issues, and he puts them with the others, like, "Here's my new product." And it's literally just his issues that are grouped together based on topics. So he only has one thing he does. Every month, he writes the newsletter and he sells it. It's 97 bucks a month. And that's it. Right? And then he's got a squeeze page, and a squeeze page is basically, "Come here, give me your email address, and then I'm going to sell you my newsletter." Right? So people come here, they go to, they put their email address in, and then he has his one product he sells. Basically, what he does is he sends out an email every single day, selling his one product. That's it. That's his business for the 10 years I've known him. I'm on his email list. I get an email every day, sometimes twice a day. And all he does is he promotes one thing and that's his newsletter. That's it. That's the business model, simple, easy, million dollar a year business right there, one product. And he sends an email a day. So you come in and here it is. I was just pulling this today, I took a screenshot just to show you guys. March 11th, there's email. March 11th, there are two emails. March 10th, there were three emails. March 9th, there were two emails. March 8th, my birthday, there were two emails. March 7th, there was email. And just consistently, consistently, right? So his whole business model is get people to come to my squeeze page, they give me their email address, I email them every single day to tell them to buy my one product. And you'll go, "Russell, what if they already bought the product, then what do I email them?" The same thing! Okay? Because guess what it does? It gets people to stick. It's funny, the biggest growth I had in my business was five or six years ago, we decided we were going to focus 100% of our efforts on click funnels. And prior to that, most of you guys probably didn't come into my universe prior to that, but if you would have looked at it before, we had so many different offers, they were all over the place, like something selling this, and this, and this. And so I'm emailing my list, I'm like, "I don't know, I'll promote this today, and then this," and they're all sorts of random things, right? And when we said, "Okay, we're going to sell click funnels," everything's focused on this one thing, one product, one service, then everything grew for us. Right? And even now, if you look at my business, we have front end funnels, like the books and things like that, but the only goal is if you want to buy the book is that you get into click funnels. Everything leads to this one road. And so the business model could be as simple as a squeeze page, get somebody email, to opt in, and then a print newsletter, or a webinar, or a membership, just one thing, right? Or my high-end coaching, whatever the one thing is, and then every day email about it. And even if they bought it, you still email them every single day because it increases their likelihood of sticking. Right? They're seeing another promotion. It's like, "I did buy it. I remember buying that, that was a good thing I bought it. It's a good reminder." It's a stick strategy. Probably three or four times a year, someone on my marketing team will come back and be like, "Russell, we need to use all the Actionetics complex features where people who have already bought this, it pulls down, they don't see any more messages about this and that." And like, "No, stop trying to be so technical and geeky. I don't care some about the book and they get 15 other emails about the book, because guess what? Now they're more likely to actually read the book because I keep selling them." I'm like, "Selling them on buying, it's one thing, but selling them on actually consuming it is another thing. So I'm going to keep telling you about it, and telling you about it, and telling you about it. I don't care if they bought it five times, I want them to keep getting it. If they got it and they've read it, I want them to keep reminding like, 'Yeah, that book was good, I need to go back and read it again, let me reference that thing.'" Right? So don't think that even though Actionetics and every email autoresponder has all these complex features where you can after someone's done this, pull them out so they never see the emails again, that's not necessarily good. Right? Simplify, keep things simple. During Funnel Hacking Live, after Garrett White had his presentation, we had this really cool moment backstage. I would love to, in fact, we did record, I just did the recording of it, but he told me, he's like, "A year ago," he's like, "My technical marketing team just convinced us to move off of Actionetics so we can move to, I can't remember what the other one was, something else, because that we could do all these more complex things and more split testing. And if they bought this, then like," he had this huge map. And he's like, "A year ago, they convinced me to do that." And it was funny because I had tried to convince Todd to let us use a more complex email software too, because I was like, "we can get so much more complex and so much better if we did this." And Todd laughed and he's like, " Dude, Russell, you haven't even finished the follow up sequence, like one, like you're trying to get more complex and you only have a simple, basic one right now." And we told Garrett that year. It's like, "You know what's funny?" He's like, "In the last year, working on this super hyper amazing sequence, it's going to do a million things." He's like, "Because of that, we've never sent an email out to our list during that time, because we bought the complexity, now it was so complex we never actually used it." And he was like, "I'm going home. We're canceling everything, we're moving back, we're just getting back to the simple, send an email every single day." I don't know, there's so many tools that create complexity, and I think that's what's keeping most of us from where we want to be. So strip complexity. And I don't care if you use the Actionetics, or active campaign, or anyway, it doesn't matter, but just simple. Like Ben's model is simple. He doesn't stress out. Every day he spends 15 minutes writing an email, sends it out, sells his one product and that's it. And once a month he writes print newsletter. That's the business. And the guy's written like eight zombie novels since I've known him because he's got nothing else to do all day, other than write a 20 minute email, send an email, do the once a month newsletter he publishes, and then he writes zombie novels all day. That's it. So, simplify. How can we simplify our businesses and quit overcome complexing them. We can do that. Our company now, "Let's pull things back, let's simplify it, simplify." And I think some of you guys may have heard me told this story, I went, this is probably, I don't know, maybe a year ago, I went to John, and obviously I'm obsessed with funnels, right? I'm like, "John, okay, in a perfect world, how many funnels do you want from the funnel team that we can give you, the traffic team, to go to market and drive traffic to?" And I was hoping it was like one a week or two a week, whatever. And he's like, "Two." I'm like, "Okay, what is that two a week, two a month, two a day? You let me know, we will do it." And he's like, "No, two total. That's all we need. I don't need more funnels." He was like, "In fact, if you stop making funnels, we would be completely fine." He was like, "Well, we're good now. We just need you guys focusing more on getting traffic into the funnels we have." That's what he told me. And I was like, "Oh." I remember Brandon and Kaelin Poulin came to our office in Boise. And I was showing them everything like, "This is our funnel building team." And there's like four or five people. And he's like, "What do they do all day?" I'm like, "They build funnels." He's like, "You guys still build funnels?" Like, "Yeah, dude, that's what we do." And he's like, "Huh." He's like, "We built a funnel three years ago and we just keep driving more traffic to it." And I was like, "Huh." There's the aha, right? You guys saw Brandon and Kaelin on stage getting the Two Comma Club C Award with one funnel. So simplicity, simplify things. Don't make them more complex. Okay? So many guys don't want complex things. I'm the same way, because I love creativity of the creating. Focus your creativity on new creative to get people into the one funnel you're focusing on. That's the shift in mindset. Okay? So, number one, simplify. Look at lead magnet, email daily core offers. Here's Ben's: people opt in, he sells them his newsletter, and he sends an email every single day about the newsletter. Okay? This is kind of something we've been talking a lot over last couple years about, publishing daily. I think some people stress out about it. Like, "I don't know how to do it, I'm not going to be able to do it." I want to simplify it again. Okay? Look how Ben Settle does it. Okay? He sends out an email every single day. Here's a snapshot of just since February 23rd, like literally, every single day. So he sends an email every day, and then he takes that same email, and he goes to his blog and he posts it, copy and paste it to the blog. Now he's posting a blog post every single day. Email a day, blog post a day, it's the same thing word for word, copy and pasted, but he's publishing every day. So if you know like, okay, if I'm publishing every day, I've got to send an email to my list every day. I know that. I'm going to log in, send an email to my list, and I'm going to copy the email, and I'm going to post to my blog and boom, now I'm done. Okay? I think so many times we get so scared about, "The publishing everyday thing, how am I going to do it?" It can and it should be more and more simple. Okay? All right. So the first challenge I have for you guys, I got five challenges today. Challenge number one, I want you to look at the funnels you are creating, the funnels you're working on, the business model you have, and think, "How can I simplify this? How can I make it where I can do the entire business in one hour in quarantine, then go play with my kids the rest of the day?" Right? How can I simplify my business? That's the first challenge for you guys. Okay? Challenge accepted? Can you guys all do that?
In Traffic Secrets I warned you the storm is coming, now I’m here to tell you it’s almost here. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today I want to talk about the intro of the traffic secrets book. I told you and I warned you that there's a storm coming. I want to talk about what's happening and how to prepare. Hey, everybody. Hope you guys are doing awesome. All right. So I know this is like the last 12 months of our life, but especially the last month, there's just so much chaos, so much craziness happening. We've had social networks shutting people down. We've had investment things like Robinhood and the GameStop. There's just so much chaos coming around and I don't even know how to address all the things. I'm going to try to address all the things. All I'm going to tell you guys is when I was writing the traffic secrets book two years ago, in the intro, if you remember the intro book says, "There's a storm coming..." And, I talked about how, just so you guys all are aware, there's a storm coming. We got to start preparing ourselves for that today. And I just know that it's getting crazier and scary. Anyway, I'm very excited because last night when I was getting ready for bed, I opened up Facebook real quick and I'm scrolling around, and one of my buddies, Justin Brooke, he made a post, and I wanted to actually read that to you because it is exactly what's been on my mind for the last week or two. And so I wanted to kind of share it with you. So this is what he wrote. And if you don't know Justin, Justin's an amazing marketer. I actually met him, almost 15 years ago. He came and did an unpaid internship for me. I was at the time trying to figure out how to get free employees. I emailed my list, "Hey, who wants to come work for me for free for a month?" And he applied and he said, yes. And he flew out and worked for me for 30 days and got to know him really well and been a friend and a fan of his since then, any who? So this is what he wrote. He said, "I ain't smart enough to know what's going on, but I ain't dumb enough to not see something's going on. You know what I mean?" He said "I ain't panicking, but I am preparing, turning as many dollars as I can into assets rather than dollars. For me, that means farming equipment, SEO, email subscribers, and social following. Layers of redundancy. If they cut off my ads, I'll still have SEO. If they cut off my social, I'll still have my email. If they cut off my SEO and my email, I'll have my little farm to at least keep me indoors and fed. If it gets any worse than that, I'm pretty sure there's not much else I could do anyway. I pray that the worst it gets is they just leave us to ourselves in the woods. I'd be okay with that. Think I'm nuts. We've gone from haters, wash your hands to, Hey, if you don't vaccine, you'll get fired and no tests, you can't travel. And that's real, no hype, no theory. Just explaining the God's honest truth of exactly what happened and happening. Something's going on. It's just like, if you think it's going to rain later on, you bring an umbrella, same thing here. No need didn't change a way of living. No need to go buy up all the toilet paper in town. No need to spiral on the fear. Just have a plan B and C. Work kinda slowly in your free time. So you got fallbacks on fallbacks. You do it in your business. Why not in your life? It's just good, old fashioned sustainable thinking." So I read that and I was like, yes, that is so true. And I've been doing the same thing. If you've noticed in our business, I've been trying to diversify our traffic even more than it already was. Right. I have been getting people to join my texting app, the community app, right. And growing people there, moving over there. We have been focusing super hard in SEO recently and trying to get our SEO rankings up and focusing hard on building our email list. Building our text messages, building our desktop push list. Just different things to prepare for traffic, different things to prepare for if our audience gets shut down, right? If our emails got shut down, what would we do? How would we survive? How would we pay for the bills? If our merchant accounts got shut down, what would we do? These are all the things that we don't ever think about when times are good. I want to rewind back a decade ago. That's crazy. 10 years ago when I was building my company the first time, somebody had heard the story and I was trying to prepare. And I had a lot of employees and a lot of things were selling and all this sorts of stuff. And I thought we were doing well. In fact, the first year and a half, two years of the recession we were doing great. And then something happened and it was crazy. It was like at my one choke point, and one thing we had was only one merchant account and that merchant account got shut down. And at the time it took my entire company, almost a hundred employees, everything we're doing to a screeching halt, because one is the scariest number. And so in your business, you've got to start being prepared. If you got one merchant account, how do you get two? If you've got two, how do you get three? If you got one traffic source, how do you get two? If you got two, how do you get three? Right? If you got one way to contact your following, look for a second or third, right? If everyone's on Instagram, how do you get them on to Facebook. If everyone's on Facebook, how do you get them to YouTube? If everyone's on YouTube, how to get them on email. If everyone's on email, how do you get them to text? Like how do you have some diversity so that when the storm hits and hopefully won't hit any of us, hopefully it doesn't hit me or you or anybody. But if it does how are you prepared for that? Because we've seen the last 30 days at a blink of an eye, your social media can be gone. Your Facebook can be gone. Your Instagram, your email, everything could disappear. And so it's just being prepared for the worst case scenario. And what's interesting is I've been reading this book and it's one of my favorite books now all time. It's called Outwitting the Devil, it was written by Napoleon Hill. And what's crazy about it, it was actually written in the 1930s and Napolean was too scared to publish it. So he didn't and when he passed away, his wife had the manuscript and she didn't dare to publish it. So she didn't, and after she passed away, then the family got it and found it and decided to publish it. And the book is called Outwitting the Devil. By far of all the Napoleon Hill books, it's the best. It's amazing. It's this whole conversation he's having with Satan and Satan literally laying out, here's the playbook. Here's how I win. Here's the secret. This is what I do. And this is how you get people to come drifters. And explains the whole thing. And it's crazy from like a spiritual standpoint. It's like, Oh, there's the playbook that Satan's literally using to try to take us over. From a personal standpoint, It's like, Oh, here's the playbook that Satan's using to try to get me to not produce and succeed in life. And either way, it's one of my favorite books. In fact, I want to write a book about the book. That's how good it is. But regardless, the reason that I'm bringing that up, in the book initially talks about there's two things, there's fear and there's faith, right? And everything Satan's trying to do, the devil is trying to do, is trying to get you into a state of fear and everything that Christ is trying to do. Or, the God's trying to do is get you into a state of faith. And it's just like, man, I don't want to say anything to try to get people fearful but to get you to prepare and have faith in something greater that's coming and being prepared for that. So anyway, I hope that this just comes as kind of a warning for everybody whose got a business now and who hasn't thought about that. When I had a hundred employees and we were killing it and all these things were happening. I thought we were untouchable until we weren't. And all it was, was one merchant account decided they didn't like us. And what's crazy is I actually had 14 merchant accounts, but they're all the same bank and that one bank said they didn't like us and they were gone in a minute. And so it's just like having diversity, having backups, having all those kinds of things. Do you back up your email database? How often? Do you have it somewhere besides your auto-responder company? What if they decide they don't like anymore? Do you have your- just all those things, it's just, be smart, be prepared. Anyway, that's my podcast for today. Thank you Justin Brooke for the post and for getting my head spinning on that. And for all you guys listening, there's a storm coming, but don't be afraid, just have faith and prepare yourself and set up some backup plans so you're ready. And if you do that, then you're not going to be going to be scared when the storm gets here. And if you haven't read Outwitting the Devil yet, seriously, it is such a good book. You can get it on audible. You can get the book version. It's worth reading. So, all right, guys, appreciate you all. Thanks for everything. And we'll talk to you all soon.
Chain Marketing

Chain Marketing


Understanding this, will help you become a world class marketer. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- Good morning everybody, this is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Today, I want to talk to you a little bit about chain marketing. All right, so if this sounds a little weird today, it's because I'm actually in my sauna. I'm behind on podcast episodes, and so today I took my kids to a virtual trip thing called Seminarians early morning, so it took them this morning, and it is freezing cold today. The wind is almost like a tornado here in Boise, so it was freezing. And I was like, "I'm going to get in the sauna and get warmed up." So I turned the sauna on, and then I was like, "You know what? I'm just sitting here, I should record a podcast." And I started thinking about just things I could talk to you about. And there's so many things. That's the pros and the cons of this podcast. When I first started I was like, "I don't know if I'm going to be able to think of something to talk about every day." And then the other side is like, "There's so many things I could talk about. So many things I want to talk about." It's like, "Where do I go? What do I focus on?" I've been thinking about different ways to increase the experience with this podcast too, and I've got some cool ideas I'm potentially looking at here in the near future. But today what I was thinking about was just something that came up yesterday at wrestling practice, actually. So my days right now are kind of chaotic, as the time I'm recording this we're in the middle of the OFA 30 day challenge, which we're actually doing live right now, which has been really, really fun. But I'm literally doing it live every single day. And before that I did the five day lead challenge. I'm waking up every morning, going in live, streaming live, it's been now one, two, three... It's four weeks, four weeks of live every single morning. Which is good, but it's just like, it's a lot to be consistent that way. Anyway, I digress. So I've been doing that, and then as soon as it gets done, I go and work on the one pager for the day, and then I go finish the other training, other programs, so it's all that stuff I got to get done. And then every day at 10:30 I have to race off to get to wrestling practice with my boys. So they're freshmen in high school this year and we're on the wrestling team and I get to be one of the assistant coaches. So I race in there to get them every day. So my day is like chopped in half basically, which happens every year about this time, but it's fun. So anyway, it's been fun wrestling practice, the last little bit, the coach has had me do a lot more of the teaching and training, and so I've been working on a couple of different moves. I was working on a set up initially where someone has to come in and get inside control. And that's the first move, so we all worked on getting inside control. And then the second thing was like, now you're inside control, now let's work on doing this thing called the steering wheel where I club his head and I pull his tricep one way and than the other way. And it gets them moving. So I'm doing this thing called the steering wheel, which is like a motion drill. And then from there, it's like, there's a lot of things that someone could do. Like if I push into it, if he pushes back into me, I got a snap down. If I push into him and he doesn't push, but he switches his hands to inside control, I got to come back to inside control ready to break it off, or... There was just all these different things. And so it was interesting, when you first are teaching these kids, you teaching each move in isolation. So it's like, "Okay, you have to learn how to do, just like getting inside." That's just one little thing. So you teach them isolation, how to get inside. Then you teach them isolation, like, "Okay, here's how you do a steering wheel," like, "you club here, you pull here and your feet go here." So you drill that, just that one thing. And then you do the next thing. And so you're doing all these moves in isolation. And so we spent like two days then just learning each move in isolation. And then today, or soon yesterday, I went in, and I started working them, "Okay, we're not going to learn anything new today. You guys have all the core fundamentals you need. Today we're going to do a thing we call chain wrestling." What chain wrestling means is, like in a match, you don't just walk out there and like, "Okay, I'm going to do one move," And you get inside control, you're like, "Now what?", right? You don't do that. In a wrestling match, the other dude's battling against you, so you come in, you're like, "Okay, I'm going to go in from my inside control." So you go inside control, but then instantly he's doing something. So then you have to react. Then they do something, and then you react, and back and forth, and back and forth. And so chain wrestling is knowing that I'm not just doing this one move in isolation. I got to be doing this move, to this move, to this move, to this move, and if he does this, I got to shift, do this, this, this. And so it's taking these individual techniques, which is like a link in a chain, and you're chaining them together. So there's four, or five, or six, or seven different things. Because in a real match, you don't walk out and just do one thing. You walk out and you're like, "Hey, I'm going to go for my one thing that I think is my best, but then it's a wrestling match, now it's a battle. And the secret is chain wrestling. It's getting good at moving from this, to this, to this. And then if they go here, you go this, this and then shift to this, this, this, this, and moving back and forth, back and forth. And so that was what yesterday was about, was chain wrestling, tying these individuals moves together into something amazing. And anyway, at practice I was teaching that. It was interesting, because right now I'm in the middle of the OFA 30 day or the One Funnel Away challenge. And I started thinking about it, and the One Funnel Away challenge is actually, the way I'm teaching is very, very similar. And you guys having gone through my training, you'll probably know the same thing. There's all these little techniques that you learn in isolation, so you have all these little techniques that you learn in isolation. So any chapter of my book could be a technique. The attractive character, hook, story, offer, like there's these things. But in and of themselves, they don't do anything. It's when you chain them together into a process that they're successful. And so for example, in the OFA, one of the first things I teach people about is that you're not selling a product, that you're selling a result. That's the first thing. And so then the result, when you're selling this result, when I talk about in there, for example, if somebody comes to you and let's say you're at Home Depot, they don't go to Home Depot to buy a drill. The drill is the tool, but they want a hole in the wall. That's why they're going to get the thing. And same thing, someone doesn't want to buy ClickFunnels. ClickFunnels is the drill. What's the result they want? The result is they want to grow the company. And so ClickFunnels is the drill, but the result is that they want to grow the company. And so it's realizing initially that you're not in the business of selling drills, you're in the business of selling results. And what's the big result someone's looking for if they're coming to you? That's the big question. And then after the big results, they can now step back and like, what's the framework that gets somebody that result? And your drill, may be one step in the framework. ClickFunnels is one step in my framework, but it's not the business. The business is getting people results. That's the first thing I have people understand. So it's like, okay, now understand frameworks is the key. What is the framework? Okay. And the next thing is, how do we turn this framework in... It's like, sorry, so that's one tactic, One technique. That's like me getting somebody inside control. Now you understand that, a business is not a product, a business as a result. What are all the steps in the framework that gets somebody that result? So there's the first technique. The next technique, oh, and now we've got a framework, how do we make this framework tangible? Because just knowing the steps does not make somebody give you money. You have to turn it into something tangible. So from there what we taught people was like, okay, here's the framework, and how to use frameworks," like you needed a video to teach the process. one pager which lays out the homework and assignment, and all that kind of stuff, and now you have something that's tangible that you can trade and exchange for an email address, you can trade and exchange for money. Now you've got a tangible thing. So that's the next technique, is taking the framework and making it tangible. So there's the next piece. And then the third piece, it's like, "How do you increase the value of that framework?". Well now we need to change it from just a singular product into an actual offer, that's the next phase. So how do we turn it into an offer? Well, to make it an offer, we blah, blah, blah. You add the stack multiple products together, and now it becomes a unique, proprietary offer that only you can offer. And that's the next phase, and create an offer. And then I take the offer, and then say, "Okay, now how do we sell this, the core framework, how do we sell that?". Then it becomes the next question, it's like, "What's the sales script we use to sell this product in this thing?". And so that's another standalone. It's like, "Okay, here's a sales script, here's another sales script, here's another one." There's different sales scripts, and that's another technique. And then the next is, "There's different funnels, what funnel do you use?". Then you're plugging it in at each step of the funnel. So anyway, it's interesting because as I look at OFA, we're teaching all these individual techniques, and now this week inside of OFA, and then it's like building an actual funnel. And I explained to people, in fact, yesterday's training I explained this. I was like, "I hope you guys understand this, these foundational things you're learning, like "How to look at business as a result, not a product, and then how to turn that result to a framework, and that framework into something tangible, a product, and then from a product into an offer, and then after you have an offer, how do you sell that offering, what's the sales script to sell that actual offer?", and I was like, if you looking at it this direction, I want you to understand... I even talked about Mr. Miyagi from Karate Kid, I'm like "wax on, wax off". I'm like, "This is the thing you have to understand is what I'm teaching you is these things, they don't make sense in isolation." Like, "Who cares about a result?", or it's like, "I don't sell frameworks, I sell e-comm," or it's, "I don't do frameworks, I'm a dentist." Everyone's got the reason why they don't think things work. I'm like, "No, you understand, this is me teaching you to, Mr. Miyagi, like 'wax on wax off,' from Karate Kid. Or it's me coming in to the kids at high school and saying, "Okay, this is inside control, you have to get inside control." And they're like, but coach, I needed to take a shot." You'll take a shot, a shot is part of your setup, but like inside control's, number one, you have to get that, and control that, and keep that. That's the first piece, you guys can't miss that. And then it's like, "Okay, from here, you got to move to a steering wheel, this is how you get them off balance, that's how you get your motion, that's how you get things moving." So we're layering these things on, to now the kids, when they start chain wrestling, it's getting good at, "Okay, step one, two, three, one, two, three." And now in marketing, it's the same way. As you learn these natural skill sets, like the skill set of, of creating a framework, and then turning that framework tangible, and then turning that tangible product into an offer, and then figuring out how to sell that offer, those little skillsets in and by themselves are individual techniques, but when you tie them together, now you can sell anything. Everything people are learning inside OFA, or that you guys are understanding, instead of OFA, I'm giving people a very specific funnel. There's basically a $7 offer, a $37 order form bump, OTO1, OTO2, thank you page. That's the funnel structure. And it's a great funnel structure, but you can take these principles, anything. Say you want to do webinars, it's like, "Hey, I need a webinar." Awesome, and here comes the wax on wax off, here comes the fundamental. So the question like, “on this webinar, what's the framework you're teaching them? What's the result they're trying to get from being on the webinar? What's the framework that you're going to get? How do you turn this into an offer? What's the sales script you need?” And then you're plugging it into the pages of the funnel. Or it's like, "Oh, I'm going to sell a physical product." What's the cart funnel look like? Or I want to sell high ticket, what's the high ticket cart look like? And it's just like, once you have these little fundamentals, it works in every situation. You just give me a different product, I know the fundamentals, it'll work. I step on the mat with a different wrestler, I know these fundamentals, it doesn't matter, it's going to work. And so I'm plugging in all these core fundamentals, but I get good at chain wrestling, I get good at tying the first thing, the second thing, the third thing, the fourth thing. Or you walk... Right now, it's funny, when people hire me from consulting, it's not like I have to think, "Oh, what am I going to do for this company?" I know what I'm going to do. I know the fundamentals. I walk in, "Cool, what are you selling? All right. So right now you're selling a drill. Okay? Understand you're not selling the drill, you're selling a result. What's the result? What's the framework to get that result? Cool. Now we've got that. How do we turn it into something we can sell? All right, now how do we increase the offer? Now what's the sales message we need?" All the pieces just come together, and it doesn't matter what business, what product, what offer, what funnel type, anything you want, those five or six core fundamentals, we're looking at all of them across the board, over, and over, and over, and over, and over again. Does that make sense? Just like in wrestling, it's the same thing. You give me any opponent, doesn't matter. I know that off the whistle I'm going to come in and get inside control. From there, I'm going to try to do steering wheel to try to get my motion, get them off balance, and from there, depending on what the pressure is, either I'm going to snap, or I'm going to snap the wrist, I'm going to do an arm drag, I'm going to do a... There's like 10 things I can do off of their pressure, but I'm chaining these things together. Anyway, so I saw the correlation between the two of, a lot of times you learn a technique, or you learn a tactic in isolation, and it's kind of cool, but it's not till you start getting good at chaining these things together that you become a world-class marketer or a world-class wrestler. Because anybody can do the technique, anybody can go and get inside control on somebody, anybody can go and shoot the shot a certain way, anyone can go and do one of the pieces. You becoming a master comes you understanding the pieces at such a level that you can tie them together at any time. In a wrestling match, you don't have to think through it. You walk out there, the whistle blows, the ref's ready to go, and it's a scramble. The second you walk out there. But you have to notice, simply enough, that your brain subconsciously is able to go, "You want from here, to here, to here, to here, to here." I feel like, for me, in business now it's the same way. You bring me anything, it's like, "Okay," I don't have to think through it. Subconsciously I've drilled these tactics so many times, it's just like, "All right, cool. This is what we're doing, this is how it works." Boom, boom, boom, and we're ready to rock and roll. And so, anyway, I just want to share it with you guys. Because I think a lot of you guys are getting stuck learning the tactic, but not chaining them together. There's a marketing game, there's a lot of pieces in it. There's the product, there's the sales message, there's the offer, there's the traffic, there's all these things. So it's like, learn those fundamentals, and then get good at testing them together, chain wrestling. Chain marketing from one to the next, next. The better you get at those fundamental skill sets, the easier and the better you'll be at building out the funnels, creating the sales messages, et cetera, et cetera. So, anyway, I just wanted share with you guys, as I'm trying to help my wrestlers get the next level by mastering first the techniques, and then weaving them together and chain wrestling, I wanted do the same thing to you guys. We're mastering the techniques, the fundamentals, and then you're weaving them together into chain marketing, where you're going from thing, to thing, to thing, and you understand exactly what you need to do, what you got to create, what the process, what the flow is, and they can plug in any product into any funnel, because the fundamentals are the same on every single step. Does that make sense? All right, with that said, my body is now officially warmed up. I'm going to go give Nora a hug before she heads out to school. Appreciate you guys for listening. If you got any value from this episode, please let me know. Take a screenshot on your phone, and then a post on social media and tag me. I like seeing them and reading the comments, it's a lot of fun. And with that said, appreciate you all. And see you guys all soon. Bye everybody.
On this previously released episode, Russell reminds you to listen to what the market wants instead of telling it what it wants. This episode is a few years old, but the message is still just as important today! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What’s up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast. I want to share something today, and some of you might be thinking, Russell this is a marketing podcast why are you talking about God? Because he has to do with everything, it’s really important. And the lesson I learned this weekend has to do with God, but it also then relates back to you guys and your market, so I think it’s really, really important. So I was in Utah and I had a meeting with someone who is one of the top leaders in my church, the Mormon church. And we believe in our church that there’s a prophet and his 12 apostles, similar to how when Christ was on Earth. And my meeting was with one of the twelve apostles, which was really a huge honor, and scary and exciting and all those things all wrapped into one. And I had a chance to meet with him. So this whole week prior to leading up to it, I’ve had a lot of thoughts about just life and how things work and then obviously meeting with him and then afterwards, it was a really neat reflection in time. And there was something that came out, I mean, there was a lot of stuff I wish I could share in the context of this podcast, but it’s probably not appropriate or the right spot, so I won’t. But there was one thing that just kept ringing through my head that I wanted to share because I think it’s important and it does relate back to marketing. So there you go. Is it I alright if I relate it back to marketing, if I talk about God for a few minutes? Hopefully that’s okay. So it’s interesting, if you look at the world, what the world tries to do is that they see, I don’t want to get political because I don’t care about politics at all, so I’m not going to get political. But I see this mostly, it’s amplified in politics, where it’s like these are the agenda items that people either believe this or believe this and they fight back and forth, who’s right and who’s wrong, and all that stuff. And it’s kind of crazy. And it’s been interesting, in my life, and I’m not perfect in this by any stretch, this is what I aspire to be, when I look at an issue, when I look at something it shouldn’t be what do I believe. What does Russell believe on this topic? It should be, okay I believe in a God, so what does God actually believe on this topic? And then my job as a human here is not to try to convince God that, “No, no, no, you’re wrong.” Because he’s not. So my goal is to look at what he believes on the topic and then bend my will towards that. Say, okay this is what he believes therefore this is what I believe. That’s how it should be, if you do believe in an all powerful creator who created the heavens and the earth and everything. I think we should bend our will towards him. This is what he thinks, therefore this is what I think, on any topic. I think that’s important as we’re trying to set up our belief’s. What we’re for and what we’re against. It should be less of, this is my opinion, this is what I think is right, this is what I studied, what I read. It should be like, what does God actually think and then sit back and pray and find out what he believes and then be like cool. I will align my will with yours. I will align with that because that’s what you believe. So I was thinking about that, again, something I probably wouldn’t normally share inside the podcast, but I started thinking about this from the business standpoint too because there’s always correlations between all things. And it’s funny because a lot of the entrepreneurs that I work with, it’s interesting what they do. They have an idea, “This is a product I want to create. It’s the greatest thing in the world. It’s going to change mankind. I want to charge this price for it, this is how I want to deliver it.” And they have all these things that they want to do because it’s their idea. It’s their baby. And they go out there and they put it on the market and the market crushes it and it’s like, that idea sucks. Or that price point is not right. Or whatever it is, the market goes and does it’s thing. And the market in this situation is kind of like God. The market doesn’t care who you are, not that God, God does care. But the market doesn’t care who you are. The market doesn’t care how good your ideas are. The market is what it is. If you put your thing out there and it will tell you, that idea sucked. Or that idea is amazing. Or whatever the thing in between there is. And our job as entrepreneurs, is not to try to convince the market that our idea is the best, our job is to find out what does the market actually want and then align our will with that. And when you do that, that’s when things explode. That’s why when we test funnels, we’ll test and be like, oh the market said no. And we try again and we test and tweak the messaging and the pricing, we keep moving things around until we figure out what does the market actually want? How much do they want to spend for this? What’s the price point? What do they actually want? Do they even want this product?  A lot of my ideas they didn’t want. As great of an idea as I thought they were, the market did not care about it. And the market is the only thing that actually matters. So I always tell people, it drives me crazy people in my coaching programs, Facebook groups, and everything will come in and be like, “What’s your opinion on this?” and I’m like, “Dude, don’t take my opinion on it. I don’t even trust my opinion on my own stuff. I let the market decide. I create the thing the best I know how to do, based on what I have seen the market respond to in the past. I make the thing and then I send some traffic to it and I let the market vote. And I don’t let the market vote through quizzes or surveys or things like that. Where they’re like, ‘Oh yeah, I would buy that.’ The only thing that I care about is people that actually pull their wallets out of their pocket and swipe their credit card. That is how the market votes. They don’t vote with their mouth, they vote with their credit card.” Anyway, so that’s how it works. So for you guys, as entrepreneurs, it’s important for you to not get so caught up on your ideas and what you believe. It is important for you to figure out what the market actually wants. What they actually believe. They believe this is worth this amount of money, they believe that this is what they want to buy. You figure out what the market actually wants, and you do that you become rich. If you fight against that, you struggle. I’ve seen people go years, maybe decades and never have success because they are trying to jam their belief’s down the market’s throat. And the market doesn’t care about you, all the market wants is what it wants. So you gotta figure out what it wants and then you align your will with that. And that’s it. So as I was thinking about that this weekend with God and our responsibility to not so much try to dictate what we believe and try to shove it down his throat. But to figure out what he believes and align our will him. It’s the same thing with the market. And when you understand that, that’s when business becomes a lot easier. It comes back to Expert Secrets 101, like page 3 or whatever, find a hot market, ask them what they want, and then give it to them. It does not say, find a hot market, decide what you think would be awesome to create and then jam it down their throats. That is a hard business to run. Okay, it’s the opposite way. Find a hot market, ask what they want, and then give it to them. That’s it and the market will tell you. The market will tell you if you’re right. The market will tell you if you’re wrong. If you’re wrong, don’t be mad about it. Just change your approach, change the pricing, change the hook, change the angle, change the product, change the service. Create what it wants and then everything will take place that you need it to. Okay, there you go, is that okay that we reel religion into this thing? Because even if you guys don’t believe in God, it doesn’t mean he’s not there. That’s what’s interesting. I have people, friends that are like, “I don’t believe in God, you shouldn’t talk about it.” I’m like, “Whether you believe in him or not, he’s still there.” That’s the interesting thing. People are like, “I don’t believe this will sell.” Whether you believe it or not, it doesn’t really matter, it’s what the market believes. So let’s go find out what the truth is, and let’s align our belief’s with that. That’s in all aspects of life. So there you go. That’s preacher Brunson preaching on. Hope you guys don’t mind. Anyway, regardless, I hope you got something out of that one and hopefully you guys understand that’s how the world works, how the market works. And when you understand that, and you align your will toward it, that’s how you grow a company. Find a hot market, ask what they want, and give it to them. Alright guys, I’m at the office, I gotta go. See you all soon. Bye everybody.
The Umbrella Brand

The Umbrella Brand


The thing that encompasses your product, your offer, your funnel, and your value ladder. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What's up everybody, this is Russell Brunson. This is a late night edition of the Marketing Secrets Podcast, that's why I'm talking a little bit quieter because I don't want to wake up my wife and kids. But I was thinking about you guys, wanted to jump on and share with you a concept that I call 'the umbrella brand'. I may have mentioned this before in a podcast. And when someone joins my Two Comma Club X Coaching Program, it's one of the first things I tell them to do. Because so many times we get into business and we're thinking about a part of the business. We're thinking about a product, or we start thinking about an offer. Initially, when people get started, before they've been hanging out with me for a while, their first thought is like, "I'm going to create a product," and then eventually they're like, "Wait, I don't want a product, I want an offer." So they create an offer, and then they're like, "Wait, I don't want an offer, I want a funnel with multiple offers in the funnel." And then they're like, "Oh, cool. Actually I don't want just a funnel with offers in it, I want a value ladder." Right? And so the vision starts growing and growing from product, to offer, to funnel, to value ladder. It's interesting because in my business I've done the same thing. I've gone all over the place. I always laugh, because when somebody joined my inner circle back in the day and they'd come in, the very first conversation we'd usually have was like, "Well, how many businesses you have?" And people would be like, "Oh, I've got 12 or eight." And they're always proud of it, and they're like, "I have eight, but four more that I'm building." Like, "Okay, well, the first thing we're going to do to grow your company is you've got to pick which of your eight babies we're going to kill, which we're going to keep?" And they're like, "What?" And I'm like, "You're only allowed to have one." The person that serves more than one master is not going to be successful. And it was always hard them. The people who grew in scale were all ones who started focusing on one business. And so the question though is something that means one funnel, or it means one value ladder. What does that actually mean? And so for me, when I go into a market or when I consult somebody in a market, one of the first things I tell them to do is to create an umbrella brand. It's an umbrella brand that all the other products, and services, and offers, and things can fit underneath. Does that make sense? So if you think about ClickFunnels; ClickFunnels is a software product, but it's an umbrella brand. So underneath ClickFunnels there's a lot of different things, a lot of tools, a lot of stuff. But I want to illustrate this with a different brand of mine that you probably know, that it's probably going to be more clear for most of you guys. A lot of you know I own This podcast is called the Marketing Secrets Podcast, but right now I've taken most of my intellectual property and I moved it out of my own personal name, I moved it out of ClickFunnels, moved it away from everything, and I set up this umbrella brand called Marketing Secrets. If you look at that, that umbrella brand is the core thing that I do. So it's, I teach people marketing. And so underneath that big umbrella, there's a lot of stuff. There's the Dotcom Secrets book, the Expert Secrets book, the Traffic Secrets book. There's the High Ticket Secrets Training Course, there's the Course Secrets Course, there's... What else do I got? There's all the products, everything I teach. There's this podcast, there's a blog, which I'm not a very good blogger, but there's a blog in there. There's all these things, right? It's cool when you have an umbrella brand, because then all the things in your value ladder fit underneath this thing. And so my education business, the value ladder that's associated with that, it all fits underneath this Marketing Secrets brand. You know, ClickFunnels is different because it's its own brand. And so I'm breaking my own rules, by having two companies. I have my information business company, which is the Marketing Secrets one. Then I have the ClickFunnels software company, but they compliment each other obviously. We're bringing in people through the education company, they're going to software and vice versa, so they do compliment each other. But I just wanted you guys to think through this concept of an umbrella brand. Do you have one? It's cool because right now, there's so many cool new things coming out on the market. For example, Clubhouse came out, and for a long time I was like, "How do I play clubhouse? What do I do? How do I not do this? I've got to figure something out." But if I step back and look my umbrella brand, Marketing Secrets, like, "Oh, I could jump in there and just do a Marketing Secrets Clubhouse room." I jump in there and just say, "Okay, I'm going to share marketing secrets." What does that mean? It means anything. I'm going to share things about marketing that I like, that are exciting. I could bring guest speakers in and like, "Okay, tell me your number one marketing secret. Tell me your number one marketing secret." And it gets really, really fun, right? I can say like in this podcast, every week I'm like, "Hey, what's your marketing secret." What's something I want to talk about, what's something I'm learning. What's something I'm discovering, what's something I remember from the past, I want to share with people. I can just share that. If I have a blog post, I can do blog posts on different marketing secrets. And so this umbrella brand... I don't know, all these things fall off it. Somebody who was going to clubhouse and see, "Oh, there's a Marketing Secrets room. What is this?" They're going to jump in the room, they're going to learn some marketing secrets and they're naturally going to come back and be like, "Okay, Marketing Secrets is this brand that teaches a lot of marketing secrets." But then now it pushes people to a specific offer like, "Oh, I'm going to read a book called Dotcom Secrets or Traffic Secrets or Expert Secrets, or all the things that fit underneath that umbrella brand. This is funny, this is me telling on myself. I've been so good for the last seven years at just focusing on my business, which was ClickFunnels and Marketing Secrets, just focusing on that one baby. But as my team's gotten bigger, we've got 400 plus employees now, part of me is missing the thrill of building offers that aren't necessarily just ClickFunnels offers. And so I've got a little side team where we're building some fun things. But as I'm going into each of these different markets, it's fun because one of the first things I identify is, what's the umbrella brand of this thing? So when I'm thinking about an umbrella brand, I'm thinking about a couple of things, like number one, I should be able to have a blog that fits underneath that brand, there's a podcast that could fit under that brand. I could do a Clubhouse room under that brand, I could do an Instagram channel, I can do all these things, that are not a product, but it's just this brand. A bigger thing, right? And then inside that, underneath this umbrella brand, then I could have products, and then offers, and then funnels, and then value ladders. So that stuff all fits underneath it. But the overarching brand I can use to bring noise to the topic, to the concept, to the thing. Which creates noise, which sucks people in, and then from there, then I can direct them into specific products, and offers, and funnels, that'll solve a problem, fix a result, and things like that. Does that make sense? So, for example, right now we're working on a really cool software product. It's personality based, like those personality tests and things like that. It's not done yet, but it's going to be so cool when it is. And so for me, I say, "Okay, what's the umbrella brand." So I tried to find a really cool domain name, eventually the domain name I got is If you go there, it's dead right now, don't go there. The umbrella brand has not been built other than I got a logo, and a couple of things. We did do Summit, and we started playing there a little bit, but there's a lot of work to do. So don't go there and model it yet, later this year you'll be able to. But that becomes this big brand, understanding me. I want to understand myself, I want to understand you, I want to understand people. So it becomes this umbrella brand. Inside of there, now I can do all these things, I can have a blog that's talking about personality tests and understanding. I can have a podcast, I can do a Clubhouse room about personality. There's so many cool things I can do that all tie to this brand. And then inside the brand, eventually, it'll be like, "Oh, hey, if you're listening to this podcast, by the way, guys, cool software, go check it out here." Which I did with click funnels, right? "Oh, by the way, there's this really cool book that's going to teach you specifically, all these bigger, higher level topics, these secrets, these concepts, these, whatever we're talking about. There's a book here that's going to give you very specific... my favorite ones, the ones that I like the most, or whatever. Or the stuff that's the best, just like I did inside Marketing Secrets. Like, "Oh, go buy Dotcom Secrets, buy Expert Secrets, buy Traffic Secrets. So I never really sell a product called Marketing Secrets, because it's not a product, it's a brand. It's an umbrella brand that encompasses the products, the offers, the value ladders, et cetera. So anyway, I don't know. It's late. I may be rambling and this may not make much sense, but anyway, that's just what to think about. I've been buying a lot of big domain names recently, with the idea of, this is going to be an umbrella brand someday for a topic and a concept I'm excited for. We have some cool domains, really excited for it. One of them, for example, if you've read the book Atlas Shrugged, then you know who John Galt is, right? Obviously I've been fascinated with that book for the last year or so of my life. And so when I went to buy it, I bought John Galt Society. So John Galt Society becomes this big umbrella brand. And it could be a blog, it could be a podcast, it could be a news... It could be all these things. It could be an Instagram channel, could be this thing where it's like, "Hey, this is the John Galt Society. We're talking about John Galt and his principles, and all these things." And then under that umbrella brand, then I could sell whatever. I could write books, I could do t-shirts, I could do courses, I could do other things. But this umbrella brand gives ability to bring people in. Another one, I bought That could be such a cool umbrella brand. It's not a product, it's not an offer, but man, it could be such a cool brand, a big umbrella brand, and then underneath there there's all sorts of things you could do. is a domain name I own, that could be a great umbrella brand. And then underneath there there's weight loss, there's fitness there's... anyway, I digress. I'm just excited about all the cool domains that I'm buying lately. I probably should stop, but it's just so exciting. I don't know if or when any of these ideas will come to fruition, I'm still focusing on my main baby, which is ClickFunnels and the marketing, or the content side of my business, which is Marketing Secrets. That's still the focal point and always will be, but I'm just having fun playing with these other ideas, to be able to test out concepts and try ideas, and then share them back with you guys. So anyway, that's all I got. I'm going to go crash. It's late, I am tired. I appreciate you guys, thanks for listening. Hopefully this wasn't incoherent rambling, I hopefully gave you an idea, to think about your business. Is your business just a product? If so, it needs to evolve, from a product to an offer, from an offer to a funnel. Which, a funnel is basically multiple offers. Then from a funnel to a value ladder, and then what's the big brand above that, that holds all those things underneath it. The bigger brand that's more of a concept, not a product, right? It's more of a... I don't know the right word, but it's the bigger thing where, when you create it and you put it out there, underneath there, all the other stuff falls. All right, hope that helps. Appreciate you all. Thanks for listening, and I'll talk to you soon.
This weekend, I had the chance to witness one of the best sales presentations of my life. Let me show you how it worked, and how you can model it for what you do. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- Hey everybody, this is Russell Brunson. Welcome back to the marketing secrets podcast. Today, I want to talk about the secret to increasing the perceived value of whatever it is you're selling. And I'm going to tell you a story about how somebody did this to me this weekend and it was amazing. So, here we go. All right, so I'm going to give you some backstory. Some of you guys know that I'm mildly obsessed with books. Books are the coolest, seriously, come on now. And so my office I'm in now, is swelling with books. We have big bookshelves but there's no room left at all. And so, I decided to start a project. We're going to build a library, a huge library in the lot next to our office, so I can have more books. So I think my office right now has, I think we did the math, has like a little under 10,000 books are in there right now. And the new office will hold, or the new library, will hold up like 60,000 books, which is crazy. And I'm going to have different sections. Like one section that's going to be just about business. One on personal development, one on health, one on religion, just the different topics that I'm passionate about, right? And so, and in there I'll have all the books that matter on all those topics and it's going to be amazing. But then on top of that, I'm kind of a collector of old books, because old books are the coolest thing ever. And so, in section, like for the religion section for example, it'd be a big like white glass bulletproof case that has these old religious books in there. And then same thing with personal development. Like, I'm looking at this, The Laws of Success that Napoleon Hill wrote way back in the day, that's so cool. Anyway, that'd be out on display under these bulletproof glass and a bunch of the cool things. So anyway, there's kind of the frame where I'm at, right? And so anyway, there's this guy who messaged me this week and was like, "Hey, I'm one of the top..." Or, not the one of, "I'm the top rare Mormon book collectors in the world." And he's like, "I'm in Utah right now and I can come and show you some of things I have. And he started telling me all the stuff he has, I'm like, "Heck yeah dude, if you want to drive up here, I'll look at it." Not thinking that I'm going to purchase anything. So anyway, so the guy that drives up and he has these cases and brings them out and he's got all these old insanely cool, amazing books, right? Now, again, I can't tell you all the details because... Anyway, so some things don't make any logical sense, but I'll give you the basic gist. So, so you guys know, I actually bought a first edition book of Mormon back in the day, which is one of my prize possessions. And he had like five first additions. And my mine's like a good one, these are like insane. The highest quality in the world, right? And so when he brought him, I'm like, "I'm going to look at these things but I already have one, I don't need another one. There's no way I'm going to do it." Right? And he tells us ahead of time, he said, "I'm not the best sales person in the world, but as I show you these books, I'm just going to tell you the story behind each of them." And I'm like, "Okay." And so, one at a time, he pulls out the book and you see it. And I was like, "Oh cool, yeah, I have one like that." And then he starts telling you the story behind it. Like, "Let me tell you how I found this. This is where I got it. This is what it looks like. This is why it's so cool. This is..." Like, "Look at this, look at the inscription, look at the thing here, look at the thing..." And started showing you all the pieces about it. Where within like 10 minutes I'm like, "Oh my gosh, I want that so bad." And they shows the first book and he's like, "Here's the second book." And pulls it out and tells the story behind that and how he found it, and why it's so cool and the intricacies and why this one's different, and why it's so important, and why very few people have it and the scarcity of it. Right? The second book is the second edition printing of The Book of Mormon, and it was so cool. And he's like, "Just so you know, there's only 25 of these on planet earth right now that we know of. And this one is the best quality one." And shows that and I'm like, "That's so cool." But still in my head, I'm like, "I'm not here to buy anything." And then he shows the third one and the fourth one and the fifth one. Then he shows this other book and then just going through book after book, all these things. And as he did it, he didn't just like, "Oh, here's the book." Like, show it to me. He told me the story about each one. It was interesting, as he told the story, the story, as you guys know, if you've been following me for any amount of time, the story increases the perceived value of the thing. And so by hearing the story, he went from like, "Oh yeah, that's a book." Like, "There's no book." To like, "Ooh, there's an old book that it's pretty cool." To like, "Oh my gosh, I really want this old book." And by then it's like, "I have to have this at all costs." Like, "This needs to be in my library, otherwise, what's the point of building a library? I should just burn it to the ground, right?" And so, it was just fascinating. And this was one of my interesting takeaways. Because I asked this guy, he finds these things, collects them, and then sells them. And I said, "Is this hard for you to sell these after you find them and you know the stories?" And he told me something interesting. He said, "I've regretted every book I've sold." He's like, "But this is what I do. So I've done it for the last 40 years." And it was interesting because I was noticing myself, as he told the stories, how engrossed I got into the story of each book and how important it became to me. And I remember feeling this other thing where I was like, "If I don't buy this..." How much regret I was going to have, because I'm going to miss out on the story and the thing and all the stuff." So by him telling his story, the same regret that he was having by selling this book, was the same regret I was going to have if I didn't have the book, which was super fascinating, don't you think? And anyway, Oh, and then there's so many sales lessons I could tell you. It's from this guy, he's like, "I'm a horrible salesperson." But then also talking about status, right? As he's showing me these books and he's like, "There's a lot of people have three, but there's no one that has all five of these." He's like, "Maybe one or two people on the planet." He's like, "Instantly you'd be one of the top five rare, Mormon book collectors on the planet, if you had this set." And then this, and then... It was crazy. And I come into this thing, not planning on buying anything just wanting to see what he has to two hours, three hours later, writing one of the biggest checks in my life. But I share it to you because I want you to understand, that is the power of story, right? I always tell you guys, if you're teaching a concept, you have to tell the story about how you learned or you earned it. If you're selling a product or service or a thing, you have to tell the story about how it was created. The story is the thing that increases the perceived value. I literally went from like, "Here's an old book." Like, "Oh, sweet." To like, "Let me tell the story of the book." And then he got deeper in the story and the meaning and all these kinds of things got to the point where like, "Wow, that's really cool." To like, "Ooh, I really want that." To like, "If I don't have that, I'm going to lose something." The fear of missing out, of not having that, became so big and so large that I was willing to do, as a buyer, do something completely irrational, to make sure that we had it, right? Anyway, it's just fascinating. It was such a cool case study to me. To see these things being used on me. In fact, I told him at the end, I was like, "Dude, you told me two hours ago that you're not that good at selling." And I'm like, "All selling is, is telling a story in a way that increases the perceived value of the thing that you're trying to sell." I said, "Based on that definition of selling, you're the greatest salespeople I've ever seen." Right? And so, I want you guys to understand that. A lot of times we think, "Oh, we need to do the newest sales trick. I need this technique or I need da, da, da, da." All these kind of things. It's like, "No, no, no." the best sales people, the thing that they do is, they tell a story that increases the perceived value of the thing that they're trying to get you to desire. And if you desire it, then you're going to want it, right? To the point where if you don't have it, then you're going to feel the same regret that that person has giving it away. Like, "If I don't have this, ugh, like what would like what's to happen tomorrow or the next day? How are we going to feel?" All the other emotions start flooding in as well, right? And so, that was the fascinating thing. So anyway, I want to share with you guys for so many reasons. Number one, I'm excited. I got sold, I love getting sold. It's the greatest thing in the world. Number two, just the lesson. And that is the lesson, how do you tell your story in a way that increases the perceived value of the thing you're selling? That's the big secret. That's the big, ah-ha. It's not becoming a slick at selling or figuring out the masterful funnel or any of those things, right? It's getting good at telling the story about the thing that you're selling in a way that increases the perceived value, so that it goes from an, "Oh, it's cool." To a want, to a desire to, "If I don't have this thing, I'm going to regret it for the rest of my life." And that's the magic. So anyway, think of that for your product. Think about next time you're on a Facebook live or doing a podcast or you're trying to sell something or whatever it is. Or you're face-to-face with somebody or whatever, right? What's the story? How did you learn it? How did you earn it? How did you create it? How did you find it? What was the thing? Why is it so important? Why is it valuable? How's that person's status going to be increased if they have it, how's the status going to decrease if they don't have it? How are they going to regret this in the future if they don't have it? Those are all these little things they're tied to the story that make it to the point where it's like, "Oh, I have to have this thing." The better you get at that, the more money you're going to make. Anyway, that's all I got you guys, I hope you enjoyed it. Sunday when this library is done, this will become part of the pilgrimage to internet marketing Mecca. You guys will have to come to Boise, Idaho, and come look at the library and walk through it and see it. It's going to be something magical. There's more things planned inside the library/event center/stuff. But anyway, someday hopefully you have a chance to come see it. I'm sure that as we start building it, you guys will see the footage and the videos and all this stuff. Oh, there's so many cool things that are happening in it. In fact, right now, today, they're out there literally surveying the land, which is exciting. Anyway. So one of those things, one of those dreams that become a reality and I'm really excited for it. My plan is to build out a whole research center and start hiring people to can do research and finding things and searching. And I want to be able to take... I feel like one of my roles here is to sift through tons and tons of information and to find the best things and bring it back to you, right? Like if you look at my books, that's like me going through 10,000 books and 100,000 split tests and things, trying things. And then my books are like, "Here's what I found. Here's what actually works." Right? And I want to do that at a bigger scale, and I want to be able to do that on all the topics I'm excited about in life. And building that research seems to go through and plow through tens of thousands of books, find out the core pieces, bring them back to us so we can test them, we can try them. And then from there be able to give you guys products and courses and books and training or whatever the thing is to help get you guys results in your life. And so, that's kind of next phase in my life that I'm really excited for is that, is building the research center, building the library and then building the team to create those things. So anyway, if any of you guys are interested, if you're a researcher, if you're a writer, if you're obsessed with the things I'm obsessed with, and I don't know, maybe it would be a good fit. Maybe someday I'll put out a job application, see if anyone would love to spend their life living in Russell's library, just reading books and researching and pulling out the gems, so that we can turn it into something that'll change people's lives. Any who, that's all I got for today. I appreciate you guys. Remember, selling is all about learning how to tell your story in a way to increase the perceived value of the thing that you're trying to sell. If you can master that, you'll never have to work another day in your life. All right guys, appreciate you all. We'll talk soon. Bye.
Yes, this is how I really feel… Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- Hey, everybody. This is Russell Brunson. Welcome back to Marketing Secrets Podcast. Today, I've got a little mini rant for you. All right. So I'm in the middle of The One Funnel Away Challenge, and I am having a lot of fun with it. And it's funny because there's 5500 people that joined this one, which is the most we've ever had in a challenge. Which anytime you have a challenge, or that many people, there's always a little bit of crazy in there. I remember hearing Tim Ferriss talk about one time, he said that ... he's like, "When my following was small, everyone seemed normal, but now on my blog," I can't remember what, he's like "I got 10 million readers." He's like, "10 million people. That's the size of New York City." He's like, "There are a lot of crazy, insane people inside of New York City." So based on that, he's like, "People that are reading me," he's like, "there are lunatics. There are people are insane. There's probably murderers. There's like all these horrible people in there." And he's like, "When your audience is so big, there's always a bunch of crazies." And so, I was thinking about that as we start growing and there's people that come in and say funny things and just frustrating. So today, I saw one. And so, this is my little mini rant about it. The comment was basically like, "Russell, I signed up for One Funnel Way. Why do I keep getting emails about One Funnel Way. I'm super angry, and I'm not impatient. It makes me want to refund my money and blah, blah, blah. Quit spamming me with all your stuff." I was just like, all right, number one, do you know what spam is? The definition of spam is not you signing up for something and you getting emails about it. Spam means me stealing your email and sending you unsolicited mail. That is spamming. You getting messages in an auto responder is not. Number two, the reason why I do not pull you off this because it is actually strategic. It actually helps increase how much money we make. Everyone's got this, I don't know... This is the automation gurus. They had this thought in their head, like you don't want somebody just to email for a product they already bought in the past. If you do, blah, blah, blah. Or you don't want someone to see an ad for a product they already bought in the past. You got to make sure that nobody ever sees it. And so, they stress so much about pulling people out and making sure they don't see this thing, this and this. And the reality is the opposite is actually true. So drives me nuts about it. All the automation groups have this thought that yeah, you have to have perfect automations. That's what this guy was complaining about. Like, "If your system is so good. Why don't you pull me out? Because I already bought it." And there's a reason behind it. The reason is because if I did that, it would actually lower your likelihood of success. I learned this initially, actually from Matt Furey, back in the day, Matt Furey, he was promoting some course he had created. And he sent emails every single day for 30 days. And I was on a coaching call. And I heard somebody ask Matt, "Well, when people buy, do you pull them off the list, so they don't keep getting emails." He's like, "No, why would I do that?" "Because they already bought it, why should you keep sending emails?" He's like, "Because," he's like, "the first thing that happens when they buy something is they get what? Buyer remorse. And then, they may buy a product, and they never actually go through it." He's like, "You have to keep selling the person 100 times, even if they bought. You have to sell them on why they shouldn't feel bad about the thing they bought." Two days later, I'm like, "Oh man, that costs a hundred bucks, maybe I need that money." If they see another ad for it, they're like, "Oh yeah." It reconfirm their decision, gets rid of by remorse. And then someone's like, "Oh, I got the course, I haven't gone through yet." Well, if you never message them about it, they're going to forget about it. If I keep messaging them, you keep seeing the ads, it's like, "Oh yeah, I bought that thing. I should go back and do it. Oh yeah." It re-motivates you, re-inspires you, re-gets you excited about going and consuming the thing you already paid for. So by actually not pulling you off of every single list and every retargeting list and every email sequence, I'm actually doing you a favor. It gives you the ability for me to resell you, reconfirm you, get you more excited about the thing over and over and over and over and over again. If I stopped talking about Click Funnels, the moment you sign up for Click funnels, guess what would happen? You wouldn't use Click Funnels. You wouldn't be successful if you use Click Funnels. Like, "Oh, I guess this doesn't work because Russell's not talking about it anymore." I keep talking about it. Because it works. And sometimes, someone uses Click Funnels. And then, some reason, they're not happier that something happens or their business changes and they cancel. If I just say, "Oh, they used to have Click Funnels once. And they're never going to join again. That is not true. People would sign up and cancel, sign up and cancel, over and over and over again. And so, if you keep talking about your message. So while I understand the importance of automation and moving someone from list to list, a lot of times that is not necessary. In fact, it'll hurt your audience more than it'll actually help them. So take that all of you automation experts who think that that's the magic. Literally before the challenge, my team asked me, "Should we be pulling people off the list, the promotion list as they sign up?" I said, "No, because if you do, they sign up two weeks before the challenge starts, they're going to forget in two weeks. But they see the message and the next message, it's coming to you, it's starting tomorrow. I'm like, "If you haven't signed it yet, make sure you sign up." Those things get people to remember and get people that actually show up. So why would I pull them off of those sequences? I need them as excited as the person that bought, the second before we started. And so anyway, there's my mini rant for today. The other mini rant is I want people to understand... I learned this from Myron Golden. You don't attract who you want, you attract who you are. So if you're the kind of customer coming in and complaining like, "Oh, why are you spamming with all your messages? Stop sending me emails. I want to refund my thing. I'm so angry. I'm so impatient, blah, blah, blah, blah, blah, blah." Because you're getting an email, for crying out loud? You're not going to be successful in this marketing game. I promise you that. You do not attract who you want, you to attract who you are. And so, if that's how you feel about marketing, that's the kind of people you're going to bring into your world. And they're going to be the worst customers of all time. They're going to complain. They're going to whine. They're going to be like horrible people. Anyway, it's weird. I don't know works, but it's true. So be the kind of customer, be the kind of subscriber you want. If that email comes and it doesn't make sense to you, just delete it or hide it or ignore it. It's really not a big of a deal. I get in my inbox, I'd say, I don't know, on a minimum 800 to a thousand emails a day. Do I get angry about them? No. Someone's like, "Why don't you unsubscribe from the list?" I'm like "Why would I unsubscribe from the lists. I'm a marketer. I'm trying to see marketing. I want to see 1500 emails come in my inbox every day, with 1500 swipe files of people doing the thing that I'm trying to learn how to do, the thing that I'm trying to become better at doing. Why would I unsubscribe? Are you moron? Or "they send like five emails selling this product, I unsubscribe." I'm like, "Really? I thought you signed up to become a marketer. Watch it, watch what they're doing, figure it out." Don't be like, "Oh, I know what I'm talking about. I'm annoyed. Seriously, that's how you're going to fail in life, especially in this game. Watch, be excited, funnel hack. Be like, "Huh." So like, "I'm angry that Russell is doing this I'm inpatient. What if you stopped for a second? It's like, huh, Russell makes a crap ton more money than me. He makes more per day than I make per decade. I wonder if he knows something I don't know." I don't know. I'm just putting it out there. So yeah, there you go. Me, rant over. That's all I got. You guys don't get bought into this whole automation thing. It is not as powerful or important as you probably think it is. That's number one. Number two, you attract who you are, not who you want. So don't be a bad person. Be awesome. That's all I got. Thanks, you guys. Appreciate you all and have a great day. Talk soon.
How to take the same framework, and turn it into an entire business. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What's up everybody? Good morning. This is Russell Brunson. I want to welcome you back to The Marketing Secrets podcast. Right now, I'm working on the One Funnel Away Challenge and wanted to jump in and say, "Hey". Hey, so this morning, I'm working on day number two of the One Funnel Away Challenge. Some of you guys know for the last almost three years now, we've been running the One Funnel Away Challenge. We had over 70,000 people go through, which is crazy to me. That one challenge alone, it's $100 per ticket, it almost about to hit 2 Comma Club X, which is exciting. Anyway, I decided that I wanted to redo it and kind of update it. And I wanted to do it live. A lot of you guys know, I just did the five day lead challenge live and it was really fun. And now I want to transition to do the One Funnel Away live. So I started yesterday and did the first training and it was great, except for after I got done, we'd open it up for Q and A's. And there was like so many questions that, if I would have taught it a little differently, those questions wouldn't have been there. So I'm actually going in this morning early and I'm rerecording. I'm bringing my clothes I wore yesterday. I'm rerecording the last half of day one. And then we're going to kind of mush that together and fix that for everybody that way moving forward, because this is the only time it will be live. After that, it'll have to be replayed because I can't do the live challenge every day for the rest of my life. So we'll kind of clean up the video and that way they'll have it moving forward. And then I'm doing day number two and then every day basically I'm going live for the next, almost 30 days. I'm not doing live on the weekends, but four weeks. So 20 days in a room Monday through Friday and it's exciting. And it's kind of fun because every time I teach this stuff, it gets clearer in my head. And it's one of the reasons why I think it's so important for all of you guys and me to publish so much. Between podcasts and videos and audios and speaking and doing challenges. And the more you do it, the more your message gets refined and the better it gets. I've been doing this now almost 20 years. So God, that's weird to say. I've been doing this for a long, long, long time and I'm still cleaning my message up. Like today, I just had these little aha's. And anyway I just want to put that out there for you guys. You think you have said your stuff and taught your stuff a lot, you haven't yet. You're still just a very, very beginning of it. That's number one. Number two. One of my big aha's and little takeaways today that I had, not that it was new, but just a new way to kind of teach it that I thought was interesting. I want to share with you guys, I talk a lot about frameworks and how we all need to be developing our own frameworks. And we still have a ton of different frameworks. And frameworks are just basically a step-by-step process, which teach somebody. So let's say you've gotten results in the past. So let's say you figured out how to get six pack abs or how to climb a mountain or how to head throw someone in wrestling or you, you figured out a result. And so how do you do that result? Well, you stand there and you break down the step by step. Step, number one, you do this. Step two, you do this. Step three, and you have this framework for how to reverse engineer, the result that you just got. And so that framework is the thing that we're selling. And so when you have that framework, there's a lot of things you can do with it. And what I was kind of mapping out here in my notes is that you can take that framework and I think you could teach it to most people in three minutes. It's like, here's my framework for how I do a head throw or whatever. How to lose weight or how to do whatever. And that three minute version could be like a YouTube video or an ad. I'm going to teach my framework. And they show the framework and it's really cool. Like, "Oh, that's amazing. I understand the framework." But then there's the next tier of the framework. So let's say, it says three minutes. Let's say you're going to teach that same framework, nothing different, just teaching the same framework. And this time you're going to teach it in an hour. And so you are... You teach it in an hour. So you teach the framework in an hour. And now that framework though, you can sell or you can give away to the lead magnet or you could sell it. So in what we're doing for the One Funnel Away Challenge, this is going to be their $7 offer. And so they have this framework. They're selling for $7 and instead of teaching an hour long version of that framework. So if I'm teaching a head throw in an hour, that might be a little hard. But if I'm teaching... Let's say I'm teaching how to lose weight in an hour, how to get six pack abs, or how to run a Facebook ad or whatever. I teach that thing in an hour and that becomes this product now that I can sell for $7. I'm productizing my framework. I'm taking the framework, turning it into a product, now by bulking it up. And then now, I have the ability to sell that. But now, it's like, okay, what if I took that hour long version and the say there's six steps in that framework. In an hour, I spend 10 minutes in each step. So what if instead I take that and instead of spending 10 minutes on each step, what if I spent on hour in each step? So I take that and a breakdown this framework, instead of being done in one hour, it's done over six modules. Now, it's a six hour course where each bullet point, each step in that process, I spend a full hour on. And now I just turned this thing from $7 offer into a six week course or six module course. And taking the same thing. I'm just teaching it different. I'm bulking it up. I'm telling more stories, I'm showing more examples, I'm showing more case studies. And I'm just doing more each at each level of it. And so now it becomes a six week course. And I can sell it for that for $297 or more. And then the next tier on top of that is, okay, how do we do a 'done for you' version? So instead of me just teaching this, I'm just going to do it for you. So it becomes a service or coaching or things like that. And that can sell from anywhere from 500 bucks to 10,000, 25,000, a 100,000 dollars or more. And it's just taking the same framework I already have, but now I'm actually doing it. I'm showing them how to do it. And so that's kind of the next tier, the next step. And so, anyways, it's interesting. I think lot of times we think we need to create a million different products, have a million different things, but, no, you're just taking your same framework and you're expanding upon it. You've got three minute version, the hour long version, the six module version, the live event version, the workshop version, the coaching version, the one-on-one coaching version. There's a whole bunch of different ways to package it and to fulfill on it. And I think that the key that people have to understand is that people will spend more money for the same product packaged in a different way. When you understand that it changes all these things. And it's exciting. So anyway, I just, this morning I was doodling that out. I'm going to be sharing it on day number two of OFA. I thought that'd be fun to share that with you guys and just get the wheels in your head spinning. What are your frameworks? Have you been thinking about that? What are the things that you teach? That you know how to do. The results that you know how to get for people. Start thinking about those and start developing them and start figuring them out and then make different versions of it. There's the 30 day challenge version. There's the book version. There's, there's a million ways to package it, structure it in a way that's going to help your dream clients get results. So anyway, that's all I got for this morning. Let me go back to finish preparing this. If you haven't done the One Funnel Away Challenge, you probably should do it. It's amazing. It was a hundred bucks and you get me live 20 days in a row. Plus you, well live this first version. You'll get the recordings if you sign up later, but it's still going to be worth it. Every day I stream a live presentation and I teach the strategy and then I give you the homework. I give you a one pager showing the tactics with homework assignments and things like that. And it's a lot of fun. Anyway, I hope that helps. Appreciate you all. Thanks for listening. And we'll see you guys soon. Bye everybody.
What a year 2020 was! It was definitely a crazy, eventful year. Here is a replay of our most popular episode from all of 2020! If you haven’t heard it yet, tune in and see what all the fuss is about! If you have already listened to this episode, feel free to share it with a friend! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- Hey, what’s up everybody? This is Russell Brunson, welcome back to Marketing Secrets podcast. Today I want to talk about shortcuts. Okay so, I don’t know, if you follow me on Instagram you’ve probably seen the pieces of it, but I’ve been slightly cracking over the last 5 or 6 weeks because the load has been heavy, like insanely heavy. In fact, 6 weeks ago I made a list of all the stuff I have to do and I was just like, ‘I don’t think this is possible.” And couple of nights I couldn’t sleep, I was up until like 4 or 5 in the morning because I couldn’t fall asleep because I stressed about it. Which then made it worse because the next day I couldn’t even function, I was tired and losing days and it was just like, ugh. Anyway, but I’m at the end. I’m at the last week. And in a week from now I’m going to be on vacation for like 2 weeks with my family and just unplug and (breathes deeply) catching a breath of fresh air. But it’s been heavy. And it’s interesting because yesterday, well, this weekend my sister came into town, which has been so much, her whole family.  So it’s like, I hate, I don’t want to ever be the person who misses the party because of work. So I’m like, ‘I have to be part of the party.” So I’m doing all this stuff and making sure I’m not, that I’m there. And yesterday, my daughter, it’s not her birthday yet, but they all went to roaring springs, which is a big water park here, for her birthday. So I’m like, “I can’t miss that.” So I ended up waking up at like 5 in the morning and worked from 5 til noon, getting basically a whole full work day in. Then I took off, went with them to Roaring Springs until like 8 o’clock at night we got back. And then I worked from 8 until like 2:30 in the morning. So I worked like 2 shifts that day, plus the shift with the kids. So sleep is like, basically I’m like, ‘I gotta get rid of something, the only thing I can get rid of is sleep. I’m not getting rid of fun, I’m not getting rid of family, I’m not getting rid of projects. I’m going to pull out sleep and just get rid of it.” which you can’t do for too long. Anyway, now it’s Tuesday so I got Tuesday and Wednesday for me to go and getting all the new coaching modules that are going to be launching next week. I have to get those all done, then plus I have a 3 day event, which is a virtual event, which means I’m the only one there speaking. So I’ve got a dozen or so presentations or so that I’m working on there, needless to say it is a lot. The burden is heavy. But the good news is it’s almost the end. The end of this week I’m going to be able to unplug and just be like, (breathes). So what I want to talk about though, is shortcuts. Because in the process of this, as I’m moving forward as fast as I can to get all these things done, I have to look for shortcuts, because there’s no way to get everything done. It’s impossible. So you have to look for shortcuts. So one of the nice things that I like about this whole, I don’t know maybe it’s bad, but for me, I try to get everything, I don’t pre…..not that I don’t pre-plan, I just, it’s like, just in time production. Like, everything will get done just in time. It doesn’t get done early ever. It never has in my entire life. I never got homework done until the minute it was due. I never got projects done, because if it’s like, if I plan it too far in advance then I have all this time to think, and then , I don’t know, the greatness comes when you’re under pressure and stressed, and you start discovering these shortcuts. So yesterday, we got back from the water park, I’m sitting there, it’s like 8 o’clock, almost 8 o’clock at night, I’m about to start working on the modules again. I’m just like, “I’m not going to get this done in time.” And I’m thinking, “how can I shortcut this? How can I shorten this?” I’m looking for the shortcut right. And then it appeared. And the shortcut in this situation was, “Who’s products, who’s content, who’s courses could I license to shortcut what I’m doing?” And all the sudden I was like, “Oh my gosh.” There was this module I had to create and it probably would have, I mean realistically it would take about a week to create the whole thing. And it would have been good, but I don’t know if it could have been great. And I was like, “Oh my gosh, there’s someone in our community who creates something that’s great. Can I shortcut, I wonder if she’d be willing to let me license it?” So I called her up through Voxer, I’m like, “Hey, I need a quick favor. Would you be willing to license me your entire course?” and within about 15 minutes we figured out a deal and a structure and today I’m wiring her money and she’s sending me her course, and I’m going to be plugging that into the training to fill this gap. And what’s crazy is it just shortcutted me a week. I just bought myself a week back that I would have had to figure out somewhere, like on the boat in Lake Powell. That wouldn’t have worked. Anyway, but I bought myself a week back. And the reality is what she created was so much better than what I had created. Like it’s already, man, I’m looking at the stuff that she’s sending over and I’m like, “This is way better than what I would have done.” She’s so much more detail oriented and everything is more thought through. But it was just a shortcut. It was a shortcut that saved me a week worth of time, it saved me so much stress and anxiety, and then it actually turned out better than if I would have done it myself. So it got me thinking like, where else can I shortcut things? I’m looking at now everything I’m doing right now in this window. I’m like, what can I not do? What can I give someone else? What’s the things? Where can I shortcut things? So for me it was licensing a course, and licensing content. And then this morning I licensed 3 other people. I’m like, “Hey, you’ve got something like this, do you have any product I can license? Or a course or a thing I can license? I gotta teach this concept but you know better than I do. Can I license it?” and people are sending me stuff, and I’m speeding up my process. Anyway, I want to share this because I had this conversation with Todd who, those who don’t know Todd Dickerson, he’s my business partner at Clickfunnels, he’s a dude who built the original Clickfunnels. He’s a genius. Literally the smartest person I’ve ever met. Don’t tell him that because his head will get bigger. No, he’s like literally the smartest person I’ve ever met in my life. And it’s funny because we were talking about him and other developers and things like that, and he said, he told me, “The thing that makes me the best of developers is because I’m so lazy.” I’m like, “What? Dude you are not lazy. You are the hardest worker.” He’s like, “I know I’m a hard worker,” but he’s like, “The reason why I’m such a good developer and I get things done so fast is because I look at everything and I’m like, oh I can do this and there’s a 6 month version and I could do this and it could get done in 6 months.  But is there a way I can get this done in 2 days instead?” And that’s the thought he always looks at. “Instead of me coding the whole thing from scratch, if I borrow this here and this here, and then get these libraries…” I don’t know, this is all coding talk I don’t understand, “then I could get done in 2 days versus 6 months. Maybe I’d have to not do these 4 or 5 features, but it’s done in 2 days versus 6 months.” And it’s funny because he’s trained our development team to start thinking that way. In fact, Ryan Montgomery who was our CTO for a long time, that was always the joke for him, it’s like, ‘When you look at problem you’re like, okay this is going to take me 6 months. Then go get your Todd hat, put your Todd hat on, and think what would Todd do? And Todd would be like, “I wouldn’t do it that way. I would just shortcut here, here, and here and get it done in 2 days as opposed to 6 months.” So that’s the joke. Put your Todd hat on before you come back. That’s good, now put your Todd hat on and re-evaluate and come back with a shorter timeline right. So I’m thinking about that now and it’s like, I just basically put my Todd hat on right, to shortcut these modules and things I’m doing that weren’t realistic for me to get done in time. And now it’s like, I just bought myself a week, I’m moving forward quickly now. And it’s exciting. So I want you to start looking at your projects that way, and a lot of times there’s shortcut. A lot of times there’s a way you could do something faster. You could be licensing someone’s product, you hiring somebody. It could be like a million different things, but what’s the shortcut you can do today that gets you there faster? Put your Todd hat on and figure out how to get the shortcut. So I wanted to share that today because by putting my Todd hat on today I saved myself at least a weeks worth of work, made the product better, and everyone’s happy. The person I licensed the product from is ecstatic, they got a ton of money, and they’re going to get all this credibility because they’re in our product. I got to save myself time and effort. Our customers are going to win because they got a better product when all is said and done. And it’ll all get done faster because I looked for the shortcut. So there you go, there’s the thought for today I wanted to drop on you guys as you’re doing your projects and figuring out what is the shortcut. Putting your Todd hat on and figuring out the shortcut. With that said, thank you guys so much for everything and hopefully you’re moving forward on your projects and getting back to changing the world in your own little way. And with that said, I will talk to you guys all soon. Bye everybody.
A glimpse behind the scenes of what’s happening inside of the five day lead challenge. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What's up everybody. This is Russell Brunson. welcome back to a very late night edition of the Marketing Secrets podcast. Today I want to talk about the five day lead challenge, the new OFA and a whole bunch of other, really, really cool things. All right, everybody. So I hope you're watching what I'm doing, even if you don't buy my stuff. That's cool. I get it. But hopefully you're watching what I'm doing. I'm trying to give you guys an education in marketing every single day. I could really, really, really easily just be done. I don't need more money. I don't need more things. Business is running, sales are happening. I'm good. But I keep doing this for a couple reasons. Number one, I love this game. It's so much fun. Right? I'm addicted to it. I'm not going to lie. I can't stop. It's really, really fun. Number two, I feel like half of my role here at ClickFunnels, if not all my role is to do things that you guys can model and have success with in your business, right? And so I want to just talk to you guys about what I'm doing right now, so you can look at it and hopefully you can model it inside of your business. Okay? A lot of you guys know that man, two and a half, three years ago, we launched our first ever One Funnel Away challenge. And hopefully most of you guys have had a chance to go through it. We've had over 70,000 people go through it. If you haven't gone through yet, go to and join it. In fact, now's the time to join it because starting Monday. So you guys are going to be getting this on a Wednesday I believe. On Monday is the new OFA. It's the first time I updated it in two and a half years. I'm doing it live for 30 days. So if you haven't done yet now is the time, okay? But we did that. We've run it. And it's been running for a long time and it's been amazing. It's helped people build funnels, it's helped people understand, ClickFunnels, our culture, our everything. And it's been awesome. We decided this year to go back and to redo it. And as I was brainstorming and planning out, I'm like, "The one problem with the One Funnel Away challenge is that somebody has to know what a funnel is to want to do the One Funnel Away challenge." I went to my mom, I'm like, "Hey, want to do the One Funnel Away challenge?" She'd be like, "What's a funnel?" Well, my mom would know because ClickFunnels. But most people will be like, "What are you even talking about? You sound crazy." Right? And yeah, the challenge has been very successful. So I started thinking, "Okay, how to take one step back to open up our net even wider?" If people in business don't know what a funnel is, what is universal? What is the thing that people know and they understand? And for me, the thing that people know and they understand is a lead. In fact, it's interesting. I don't know if you guys all remember when we started this game five and half, six years ago, seven years ago now, whatever it was. Our big competitor was a site. It was a company called Lead Pages. And I used to tease them and have fun with it because they created pages that in fact, it was a funny story. The very first marketing that we ever went to, the two sponsors were ClickFunnels and lead pages. And it was this little tiny hallway and they had their booth there and we had a booth right across. And then funny about this is Todd's wife, Ashley was... It was just basically me, Todd Dylan, a handful of people. And Todd's wife was at this event. And we made these big, huge signs that had a fun landing page, order form, thank you page, upsell, downsells, membership site. And just a really cool little like banner. And then on top it said, "Can your landing page software do this?" And so we're literally three feet away from their booth across this little tiny hall and they're like, "Landing page software." And then ours is, "Can your landing pages offer do that?" We had t-shirts that had it. It was awesome. Okay? And it's funny, because for me, when I first got in the game, I'm like, "Hey, people use lead pages to generate leads." And then they come to us because they've realized that then they need more just leads. They need a funnel. And it was funny because I had somebody one time asked me like, "Why do you hate Lead Pages so much?" I'm like, "I don't hate Lead Pages. Lead Pages is literally the best front end out there in the market for us. They're one step ahead, one step earlier in the conversation to a customer." I have to explain to you what a funnel is and all these sorts of things. And so you go one step backwards to a lead, it was like every business knows what a lead is. There's no company online in the world that offline, online that doesn't know what a lead is. And so Lead Pages did great because it was so simple. Like, "Wait, you need leads?" "Yeah." "Get a lead page." "Okay." And people did it. And then we came in saying, "Hey, leads are good, but do you want to sell something? Okay, here's the funnel." And so they were our best lead source back when they were growing. They haven't grown in years, but for a long time, I loved it. So I was thinking about this. I'm like, "One Funnel Away challenge is awesome, but how do we go broader to cast a net that's even bigger?" And so I started thinking about Lead Pages. I was like, "Well, we should do a lead challenge and build a very simple lead funnel, a two-page lead funnel. Show them how to build a lead magnet, a lead funnel an email sequence, and then drive traffic." And so that's when this whole concept of the five day lead challenge was born. Okay? And the five day lead challenge is free. In fact, a lot of you guys are probably in it right now. I think by the time this comes out, it'll be day three of the live lead five day lead challenge. And I'm doing this challenge for free and it's live this first time around. And I'm doing it. And what's crazy is when we launched this thing about 30 seconds before I stepped on stage, we refreshed the stats we just passed 35,000 people that had registered for it. And so far of all the things I've ever done, that's the most people that have ever registered for anything I've ever done. So the numbers are insane. Now obviously ClickFunnels has a lot of momentum now, as we always do, which is exciting, but also it's something that everybody can grasp, like leads. I need leads. I don't care if you're network marketer, internet marketer, chiropractor, doctor, dentist, you need leads. And so the lead challenge made sense. It was broader challenge. But also notice this is a free challenge. One Funnel Away challenge costs a $100 for somebody to go through. Where this one's completely free. So it's cast a bigger net. It's free. They come in. They go through this five day process. And in the process, we help them to figure out to understand here's what a basic funnel looks like. Here's how to build a lead magnet. Here's how to put these pieces in place. And the end of the five day challenge, then we're going to invite people to take the next challenge, which is the One Funnel Away challenge. And the new version of the One Funnel Away challenge I'm really excited for. It's brand new from the ground up. If you've done it in the past, you should do it again because this is completely different. It's me teaching it live every day for 30 days. And we're building a very certain, very specific type of sales funnel. One that I love. One that I use a lot. And that's where we'd be teaching, excuse me, teaching everybody how to use. And so I wanted to share it with you guys for a couple reasons. What's your version of the five day lead challenge? Obviously whatever you're selling, there's probably some sub market or say sub something, right? You're targeting certain people, but what's one step back? How can you cast that net a little bit bigger? And then can you do a challenge that's free, that's five days, that gets the cast the net in? They could bring somebody in and at the end of it, then you introduce them to the core thing you're trying to sell. As someone goes through the five day lead challenge, by the time they're done, they know what a funnel is. They know what a lead magnet is. They know what a framework is. They know what a lot of these core things are. Now they're ready for the One Funnel Away challenge. Whereas now we get people who try to come to One Funnel Away challenges. It's confusing. What is a funnel? What is this thing? And we're kind of starting before a lot of them are ready. And so that's what's happening. Anyway, I don't know if you've been watching the five-year lead challenge we got some really cool things. One of the original co-founders of ClickFunnels, his name's Dylan Jones. He's the one who built the original ClickFunnels editor. He came out of his semi-retirement and just built a new product called Onepager. And so I've been using Onepager in the trainings, have you guys noticed it? Every day, I teach a strategy live and then I give them a Onepager. And on Onepager is a video that shows the tactics. Because the tactics are hard to teach live in front of everyone. Like "Here, let me show you how to actually do the steps." It's really hard. So I teach the strategy live. I do it on whiteboard. They're like, "Oh, that's cool. I see the strategy. I understand what I'm doing." And I send the Onepager. The Onepager has a video. It's the tactical, let me show you me doing the thing. And then the Onepager lets them have forms and checklists, so they can actually make sure they do everything you're saying. It's really, really cool. And so what's awesome too, is I'm launching that new company, with Dylan. And day number two in the challenge we're teaching people how to build lead magnets with Onepager. Like I'm using now, I'm trying to get them using it. And so in the process of us creating this challenge, it's really cool because we're able to make money on a lot of different things. We make money when somebody buys Onepager in the future. We make money if somebody buys ClickFunnels. We make money if they sign up for the One Funnel Away challenge. And so by doing these challenges, you can introduce people to different products or services or things you sell. If you're a health person do a weight loss challenge and introduce them to your weight loss shake, and then your workout plans. You can introduce people to different things. Jim Edwards built a whole bunch of really cool scripts for people in the five day lead challenge that we're giving them for free to help them with every single step the copy they need in every single page. What's going to happen is people usually get excited by it. Like, "This is awesome." And then they're probably going to upgrade to FunnelScripts. So this free challenge is really cool because it teaches people, it gives them a result. By the end of the five days, everybody will have a lead magnet, they'll have a funnel. They'll have an email sequence and traffic coming into that funnel. But in the interim, they've had a chance to test all of our products and our services and try them out, see how they work. So what's your equivalent of the five day lead challenge? What could you do? What's something to cast a big net? What's something that introduces people to your core products and your services? What's something that when someone completes the challenge, they leave with a tangible result? Not just like, "You're going to learn how to blah, blah, blah." It's like, "No, when you leave, this will be done. This will be finished." I want to give somebody a tangible so when they're done they're like, "Oh my gosh, I did this five day thing with Russell and I have a funnel, I have a lead magnet, have an email sequence. I need to do the, One Funnel Away challenge because I want to build a sales funnel. Let's go to the next step." if I can give them that result, they're more likely to come and do the next thing. So anyway, I just want to share with you because I'm in the middle of it. I literally just finished recording all the tactic videos a few seconds ago for the Onepagers for the rest of the funnel. And had some energy. I was excited and I thought I'm going to just kind of share this with you guys. But if you haven't seen it yet, go experience it. Funnel hack me. Even if you're like, "I know how to generate leads Russ." Like, "Cool. I don't care." Come follow the process. Half of what I'm doing is for you to model the process. Go to The number five day lead and go join it. Okay? By Friday of this week, when we finished the live, live version, it'll be an evergreen version and we will be driving leads there for forever. My goals in the next year to have over a million people go through the five day lead challenge, right? If I do that, if I get 10% to go to OFA, that's an extra 100 000 people through OFA. How many people does that bring to ClickFunnels? How many people does it to bring into Onepager? How many people does it bring into FunnelScripts? How many people does is it bringing to my world? How many books do I sell? All by doing this challenge on the front end. So anyway, look at it, model it for your business. Figure out how to replicate that concept and see what happens. And let me know how it goes. Thanks you guys so much for hanging out. I appreciate you all. Hopefully you got some guidance from this one. If you did, please go to Instagram, Facebook, wherever you post it, take a screenshot of this episode, tag me in it. I do see those. I do read the comments and it's so much fun to kind of see the takeaways you guys are getting from them. With that said, thanks for listening. I appreciate you all. And I'll talk to you all soon. Bye everybody.
Do you know why Marvel grew so big? It’s because of the way that Stan Lee did this… Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today, I want you to talk about a topic that's actually very, very important, and that topic is why Marvel is so much better than DC, and why that should actually matter to you. All right, all right, I know, some of you guys are freaking out right now. You're like, "No, there's no way, Marvel is not better than DC, Batman's the coolest," and you're going on and on. So I wanted to take step back because there's something we actually can all learn from this which I think is really, really important. It's funny, because I didn't know the whole Marvel, DC, the storyline a long time ago. In fact, it wasn't until I started listening to Business Wars, and Business Wars is a really cool podcast that they take two different companies and over five or six episodes tell the story of the war between these two businesses. And there's all sorts of really cool businesses in there, but one of them was DC versus Marvel. So I was like, "That's cool." So I started listening to it. And I didn't realize the time was just the story behind how those two companies came about. In fact, it's kind of fun, I had Dave Woodward at Funnel Hacking Live, I was like, "Dave, talk about this. I want to talk about DC versus Marvel, and the storytelling, and all those kind of things." He did a really cool presentation on that, actually dressed as Captain America, which was amazing. I feel bad, he was carrying a shield, and a mask, and everything while he was trying to give a presentation on stage. And I was like, "It's going to be hard to breathe up there." But he did an amazing job. But I want to share with you guys, because I think it's interesting, as I've, in the last recent months, binge watched all the Marvel movies once again, I started thinking more and more about it, but it's interesting if you look at the history of it, so DC came out first, they were like the big comic book company, right? If you look at comic books, there are always these people that had supernatural powers, right? Like Superman and things like that. Right? Where they were superheroes, extraterrestrials, or whatever, where they had these superpowers. And they always did good, because people are like, "That'd be cool if I could be a superhero too." Anyway, they did well. And Marvel was competing, and Marvel struggled for a long time. And then it wasn't until this one dude, who I think he was a janitor at the time, and he wanted to write comic books, anyway, I think, it's been a while since I listened to Business War episode, but basically what happened is, and some of the details might be fuzzy or incorrect, but basically he was leaving, he was going in to quit and he's like, "I'm quitting. I don't want to the janitor anymore." And they're like, "Well, why are you leaving?" He's like, "Because I want to write." And they're like, "Well, try to write something." And that was Stan Lee. And he went and he wrote, and I believe the first one he wrote was actually Captain America. And pitched that, they made it a thing, and it became amazing. Right? And then over the next however many decades, Stanley became Stan Lee, who was the man who's known for writing these amazing comic book characters, and storylines, and things like that. If you look at what the difference was between DC and Marvel, because in very short period of time Marvel ended up bypassing DC and became the brand, like the thing. And it's interesting, if you look at DC's characters, and this isn't universal, but at the beginning, DC's characters were all people who were supernatural, had no problems, could not have any issues, right? Like Superman, where it's just like, "Yeah. Yeah, well, he's got kryptonite, so he's got one weakness." But other than that, he's flawless. And it's hard to relate to someone like Superman, right? Eventually they brought in things like his family and things like that to try to make him more relatable, but he wasn't a relatable human. Where Stan Lee, for all the heroes that Stan created, there were people like Captain America, who's a normal person and then something happened and he became Captain America. Or Spider-man, Peter Parker was this normal kid and then this radioactive spider bit him, and he became something. So he was a normal human who then became a superhero, which for us average, normal humans who all want to become superheroes, that's something like, "Oh my gosh, I could become Spider-Man. I could become Ironman." Right? "I could become these characters." And if you notice all of the Marvel characters for the most part they were people, they were human beings with flaws and problems, but then they became superheroes. Whereas DC's were typically these super, you know, they're born as superheroes. Now obviously, the big one that's not true is Batman. And it's funny because Batman is of the DC characters by far the biggest, most popular, most loved. And what's Batman's story? Batman doesn't have superpowers, unless you watch Justice League, then they asked him, "What's your super power?" And he says, "I'm rich." So I guess that's technically Batman's super power. But for the most part, he was the one who was human who had to then create his super powers. Right? Which is why Batman is the one from DC world that we all know, and we love, and we all want to be like. At least me and the other superhero nerds. But yeah, so interesting thing is in the storylines, it's the storylines where it was a normal person who then became a superhero. And so the reason why that should matter to you guys is because you're all in the story telling business, whether you knew it or not, why do you think you're in a product business, or you're in a marketing business, but you're actually in a storytelling business. And your job and your goal is to tell stories. And if you look at just these two examples, right? A lot of times us as insecure humans, when we tell our stories, we want to come off of a place of being a superhero. And I see this all the time, people talk about how great they are, and they brag about themselves, and they share the highlight reel all the time. And it's like the problem with that is then you're like a DC character, right? You're Superman, you're invincible, and it's not relatable. Whereas if you look at it from a Marvel standpoint, and you come back and say "Instead of me telling my highlight reel and why I'm so great, what if I told my origin story? What if I told why I struggled? Why I was a normal person just like them?" What would happen then? Right? In that situation, you build rapport with the audience, they actually listen to you, they care about you, they're drawn to you. And then as you develop your superpowers, they go on that journey with you because they want to become like you, and that's really the key. It's funny when I, man, and not that I'm not now, but in a more insecure time in my life, when I was really struggling with who I was, my identity, and I got in this marketing world, and it's like, "Yeah, tell your stories." And I'm like, "Yeah." So I would tell the stories that made me look really, really good, right? But it was interesting because it didn't connect to people, they didn't relate. Everyone's like, "Great, there's this kid, he's really good at all these things," and just didn't relate. And it wasn't the full truth, if I'm honest, the truth was not that I was super out of the gate, the truth I had to become something, right? And so as I started becoming more vulnerable and more willing to step down off of that and share, "Here's this, here's that," and kind of go through those things and being willing to open up and share those things with people, that's when people started coming to me and started connecting with me. And so, your job is to become like the great Stan Lee and start telling your story in a way that shares your before. Talk about how you were a normal human before you became who you are today. And I'm looking at you today, if you're listening to this then you are a superhero. And some of you guys, it's not going to seem like you're a superhero, especially if you think about my guess is if Superman's like, "Yeah, I can fly, everyone from Krypton can fly, it's not that big of a deal." Right? Or Batman's like, "Yeah, it's really cool to do..." You know? For most of us, our super powers don't seem super to us, because it's the normal, it's what we do. And so, you have to understand though for the rest of the world, what you do is special. And so I'm here to tell you, in case you don't know that, that what you do is special. Even if you don't think it is, or you don't understand it, you don't understand your own worth, you have worth there. There's things you can do, there's people you can serve today because of what you've gone through, what you've experienced and who you've become. It doesn't mean you should stop becoming and stop that path, there's always so much more growth and things that are happening, but understanding that where you are today is a good enough place to start. Looking back on your path of where you've come and who are the people that you can help on this journey to get to where you are today, and whatever thing is you're excited by. And so, then it's coming back and say, "Okay, how do I track those people?" Well, you track those people by telling your story about where you were at back when you were like them. And the more willing you are to share that story and the more vulnerable you are, the more people will come to you. And they don't come to you because of the pedestal you're on, they come to you because you come off that pedestal and share the story about how you were just like them. And so that's what's important. So what is your story? What's the story that's going to scare you to tell the world? What's the story that's probably more vulnerable than you would tell even your friends or your family members? The one that you're scared of? You're scared that people will look down on you if you share that one. That's probably the one you're supposed to share. It's probably the one where you're like, "Man, I know Russell's saying, 'I'll do all the things, but I don't want to do that one thing.'" Okay, that's you, or you feel that way, that's a story you got to share. And so I want to encourage you guys to share it, to test it. And it can be as simple as doing a Facebook live. It can be simple as telling a friend. It can be simple as writing a blog post just to get it out. And the first time it's going to be super uncomfortable, and that's okay. Even if you just record it on your phone and you feel stupid, I understand that. I get that. I feel stupid recording these podcasts half the time, but I do it because it's important, right? It's not about us. In fact, I remember, it's funny because I've been doing these new videos we've been creating and I'm acting in a little bit, and it's just kind of embarrassing. It's like to get somebody to stop a scroll on Facebook, you have to overact and be like, "Wow!" All crazy, you know? And it's tough for me. But I remember listening to, I can't remember who it was but some famous actor, he said, "Your success as an actor relies upon your ability to be uncomfortable on camera." Right? Doing the uncomfortable thing, like talking over the top, or being excited, that's what draws people to you. And I was like, "Man." And that's what I totally feel like. I feel like half the time I'm making stuff I feel so stupid or whatever, but then you see the end product. And even if you're like, "It still is a little cheesy," sometimes it's like that's the thing that connects with people. So, worst case, in fact, let's do this, this is your assignment. If you're listening to this, I'm your teacher and you have an assignment today. Your assignment is to tell your Marvel origin story. Okay? And if it's just to yourself, that's fine. Open up your phone and click record on the audio memo like I'm doing right now, or open it to the camera and just click record, and just go back and try to remember what was your origin story? What was your Peter Parker story, when you got bit by a spider, right? What was your Captain America story, when you got radioactive, whatever, you became Captain America? What was your story about, you know, fill in the blank with whatever superhero you want, but what was your story? Because you've got one, you just got to remember it and then be willing to share it. So do that, record it, try it. And then the next step of if it came out okay, then go and post it somewhere. Text it to somebody, send in a post online, whatever it is. But it's the process of trying and starting this thing out. So, with that said, thanks you guys for listening, I hope this helps. I hope that you guys all start watching more and more Marvel movies because they're amazing. Now one cool thing from the DC world, I don't know the whole story behind this, but I got some details. So how many of you guys have seen Justice League? This is for my superhero nerds. So when Justice League came out, there's a guy, his last name's Snyder, he was a director, who was supposed to be the director of it. And then I guess during the filming of it, I think his daughter passed away or something, so he ended up leaving the project, and somebody else edited Justice League. Justice League came out and it was like, "Okay movie, not the best, not the worst, but not the best." And it came out, and some of you guys have probably seen it, and I guess after it was done, people were mad like, "I wish Snyder would have done this, it would've been way better." And so there was this thing online where people started messaging, "We want a Snyder cut. We want a Snyder cut of the movie." And it became such a big thing that I guess Snyder came back in now, however many three or four years later, and he's taking all the original footage, he's refilming some scenes, and he's doing a Snyder cut, where it's going to be Justice League, The Snyder Cut, coming out. So that's the plan. Brian Burt told me about this, he's one of my inner circle members, he's awesome. And so I started doing some research later and I started freaking out. So I'm actually really, really excited to see the Snyder cut, because they're going to take the broken DC Justice League and make it amazing. Hopefully. Cross your fingers. So anyway, that's all I got, you guys. Appreciate you all, thanks for listening, and I will talk to you all soon. Bye, everybody.
If you want to learn the secret to selling more of your products consistently, this is it… Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What's up everybody. Good morning. This is Russell Brunson. Welcome to the Marketing Secrets Podcast. I'm driving to the office and it is raining outside. It's beautiful. But today I want to talk to you about something that I think so many of us entrepreneurs forget about. We get so excited about creating our product. We are so excited about actually building out our funnel and then miss this step. We do not miss it, but we don't do enough to keep sales consistently coming in. And that's what I want to talk to you guys about today. All right. Consistency in sales. This is the key, right? Everybody can launch a product and make a little bit of money. Everybody can put something out and get a sale every once in a while. How do you make consistent sales all the time? I remember when I was first just getting started in this game, there was this internet marketing forum back in the day called The Warrior Forum. And I was in there. I was a member. I was reading all the internet marketing guys posting, what they're talking about. And some guy posted something about, I can't remember what it was, but he posted something about his sales and how many sales per day he was making. And I remember I was just shocked. I was like, "Wait a minute, you make consistent sales every day?" I thought the whole internet marketing game was like, you create something and every once in a while someone buys it and you get some money to go play, you take your wife out on a date or something. It never crossed my mind there is a way to make consistency in sales. I still remember. I wonder if that post is still there from 18 years ago, whenever it was. But I remember posting, I was just like, "Wait, how do you get sales every single day?" That never crossed my mind as a thing, that that was a possibility. Because I think I looked at my business as a promotion, and I saw I was looking at launches as a launch. You launch it, and you make some money, then you got to create a new thing to launch. And I remember that was the first time it crossed my mind. And he didn't answer, and nobody answered. But I remember I was just like, "Oh, can you imagine what it'd be like to have sales coming in every single day? That'd be insane." And so, that's kind of the premise of what I'm talking about, because so many of you guys have a promotion or you've got something that sells every once in a while, but it's not like a business that's consistently generating cash, that you're consistently trying to grow. Right? And so, yesterday, actually last two days, we hired a really cool company called Chamber Media. And they are basically a contract we're doing, one big ad campaign per month with them for the next 12 months. So, what that means is I go into the studio, they write a script, they create a whole thing, and then we film it. And we filmed the video, and then while we filmed the video, we filmed anywhere from six to 10 retargeting ads at the same time. Right? And so, the last two days we actually did two of them. Well, the first one is like a Mission Impossible thing, because we're using it to sell one funnel away challenge. So, I was high waisted. How you say that word? I was in the air in a harness, flying around like, like Tom Cruise from Mission Impossible. And then, we filmed more stuff, it was so much fun. And then, yesterday was another one is kind of a first person shooter ad and... Anyway, so much fun. We did all things. And I remember at the end of it, they've got their behind the scenes video guy there filming behind the scenes and asking questions to people. And he asked me this question. He said, he's like, "Why do you guys spend so much money creating these funny ads? I just want to understand why you guys are doing this." And the second ad was for Expert Secrets, which is a book. And earlier today someone said, they're like, they've made a comment of like, "He signed a book that's free plus shipping. How was he able to spend this much money on an ad?" And so when the other guy asked me that question on camera, I was thinking for a minute. I said, "You know what? Most people, they spend so much time creating the product. Right? If we write in the book like, Expert Secrets alone was like an 18 month project, right? So it's like a year and a half of your life is dedicated to creating this thing. And then you go out and you create the funnel. And for me, that's like, I geek out for a long time. So, it's 30 days of me geeking out, deep diving Funnel Hacking a million people, writing the copy, doing the videos, all the stuff, the funnel. And then, there's the next phase, there's all different things that go into, right? And then we launch it. We make a whole bunch of book sales. And then for most people that's where it stops. And for me, it's like, "Why I keep investing time and energy money, making new ads and driving new traffic and all these kind of things." And it's like, if you think about it, it's because I love my products so much that I don't stop after we launched the product. Right? I want people to continue to read this book forever. I want millions and millions of copies sold. I want, when I'm dead, that there are still ads being run, my face on it, selling my books. In fact, I've told my team multiple times that if I die, they have permission to continue to run my ads every single day. That's my art, don't turn it off. I remember Billy Mays, who's probably one of the greatest pitchman of all time. When he passed away a couple of years ago, they cut all his ads. I think out of respect for him or for the family or something. But even OxiClean is number one best seller of all time, they cut all his OxiClean ads and put it in someone else. And, and I was just like, "Dude, what?" Ah, Billy Mays as the greatest pitcher of all time, the way he would want his memory to be remembered is people running ads of him. He doesn't care if he's dead or not. That's his art. He wants it to live on beyond himself. And so if my team is listening to this and I've deceased at this point and you're like, "Should we run Russell's ad?" Yes. Keep running the ad. Don't stop it. This is my legacy. I want to continue. You can even add a meme video, from beyond the grave, Russell's coming back to tell you about this book. That's how important it is. I don't care. Keep running my ad. But anyway, I digress. And so that's the reason why I spend so much money, because I care about the product. I don't want it just to be a promotion or one-off thing. Something that makes sales once in a while, I want this thing to sell consistently every single day for the rest of my life. Right? That's the big transformation in people's heads. And so, I think what happens in our world is, we spend so much time creating the product, right? So, we're trying to create a sales funnel, so much time creating the initial campaign that launches and sells it. And then we stop and we move on to the next thing. And in my mind is like, "What a tragedy. You spent so much of your blood, sweat and tears creating this thing." Like I told the guy in the camera, I was like, "My fingers literally were bleeding from writing this book." I don't want it to go down and as just a promotion, this is something that I want to keep pushing and keep driving and keep making sales. And so, the question comes back is, what do we do next? After the thing is launched, where do we put our creativity? Is it the next product? The next thing? And the answer is no. You put your creativity into creating more creative, more ads, more things to go grab people and hook them and bring them into your world. Right? If you read Traffic Secrets, all about hook, story, offer. You already have the story, you already have offer. Now it's going out, and you got to create hook after hook after hook, after hook after hook to grab more people and bring them in to hear your story. Okay. So, the last part which never ends is the creation of hooks. You are creating hooks and hooks and hooks and hooks to keep grabbing people and bringing them into your world. And that's where the creativity lies, I think us as entrepreneurs. And I'm as guilty as anybody. "My creativity is in the next book, the next project, the next funnel, the next thing." And it's like, "No, I need to shift more of my creativity into the next creative, the next ad, the next video, the next message. The next podcast, next thing is going to bring more people into my world." And so, in fact, it's funny, Steven Larsen, he messaged me yesterday on Voxer. He was like, "Dude, in the last..." I can't remember two and a half years or three years since he left ClickFunnels. He's like, "We've launched 90 funnels." He's like, "Only like three of them are making any money. So, we're like killing all the rest of them, and I'm going to start focusing my time on just creating more ads to sell those three that are actually making the money." I was like, "Yes, that's exactly what I'm talking about." And so, for most of you guys, you have something amazing. You've created something in the past. It's sitting there on the shelf, or in your ClickFunnels account that made money at once and stopped, or made a little bit, but not what you wanted, so you stopped. The answer's not, "Go make a new thing." It's, "Go create more ads, go create more videos, go talk more, make more noise, get your message out there. Throw out more hooks and hooks and hooks until you find the right hook." Recently watching Dean Graziosi's video from Funnel Hacking Live. He's talked about his book, Millionaire Success Habits. And they spent a year and a half, two years driving traffic to that book, and it did. Okay. Never did awesome. And he kept trying different ads, trying different ads. And it was a year and a half, almost two years in that he did this ad that had a different message, right? It was just a shift on the positioning of how he positioned the thing. And that was the one that hit. And since that point they've sold 500,000 copies of the book or more. But it was just shifting the message. But he didn't know what messaging was right. It took him a year and a half of creating lots of hooks after hook, after hookup hook, after hook, before he found the one that blew it up. Right? And so sometimes we just stop too early. We try a hook, it doesn't work, we're like, "Oh, I'm out." It's like, "No, no, no, no. The product might not be wrong. The funnel might not be wrong. It's your hooks were wrong. Like how many hooks you can throw out today? Is it one? Is a two? Is it 10? Is it 100?" Like, go create more of them. Put more out there, make more ads, create more videos, make more images. All the stuff we're doing, all the things happening around the product around the funnel are as important, if not more so. Well, they're definitely more so for your longterm consistency in sales, right? I think it was really fun yesterday, as we were creating these ads, every single scene of the ad, we'd create the ad, and then we would stop and we'd create retargeting ad right there. Right. And so for one video, we'd have six, seven retargeting ads. Today, I'm coming in, we have a landing page we're creating. And so, I'm trying to get his picture. So we're coming here, we're getting a picture. I was trying to like, "Give me the best hook for the pictures." So, I wore red shirt and red watch and red shoes, because to be bright, right? And the picture, we have these colored, the big colored sticky notes, all these things. Because I'm trying to create a hook to grab people's attention. Right? And then Brandon's coming over with his video camera. And after, we had the pitches landing page, I'm going to create 30 different ads to get people to the landing page. Right? So it's going to be me showing them landing pages, talking about landing pages, and there's all these little micro ads will run on Facebook and YouTube and Instagram and everywhere. All talking about the picture that is the pitch on the landing page to get somebody to opt-in. Right? And so I'll probably create 30 different ads today, all going to the landing page that we're developing today. And that's it. Right? And I'll probably have 30 ads, and probably 20 retargeting ads. So, it's just like, here's the one piece of content. Right? The landing page. But then from that landing page, we go back and we create 30 ads, 40 ads, 50 ads, all just pushing to the landing page. And they're all dumb. They're little, they're fun. And we have no idea which one is going to work, which ones aren't going to work. So, we just make a whole bunch of them. Right? And that's the secret. That's the key to longevity. So, anyway, I hope that I hope that helps. Especially if you guys who were frustrated, sales are down, you trying very hard to get consistency. You want to make this more of a, instead of a hobby, more of a full-time job. It's shifting your focus from the next product to the next ad, and putting in focus in your creativity there. So anyway, I hope that helps. Cool stuff happening and hope you guys are having great holidays. And now that said, I'm going to go inside and take some pictures and create some hooks, and hopefully sell some more books. I appreciate you all. And they'll talk to you soon.
Late night rant. It’s time for the leaders to lead and to start actually making decisions. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- Hey, what's up everybody. This is Russell Brunson, welcome back to the Marketing Secrets podcast. I'm here today on a little bit of a rant. All right, everyone, normally I do these episodes in the morning when I'm driving to the office, things like that. But tonight it's late ... Later, not super late yet, but just got home from wrestling practice with the kids. Anyway, just because of three or four things happened today, it's top of my mind. And so I probably won't give all the exact examples because I don't want to point people out, but I want to point the concept out, because it's something that I think you, as a leader, me as a leader, we need to become better at. And so I think the best way to pre-frame this ... Actually, I'm going to step back to the book, Atlas Shrugged. So hopefully you guys had a chance to listen to the Atlas Shrugged interview that Josh Forti and I did, I posted it here on the podcast. And hopefully for a lot of you guys it got you into the book and got you reading. That was my goal, if I can get you guys reading it, that's more important. But one of the themes that happens a lot throughout the book ... Dagny Taggart, who's the main character in the book, she basically ran the railroad. And there was all these people that worked for her, and all these people. And not just people who worked for her, but the whole society as a whole, and nobody wants to make a decision. Nobody wants to be the person who gets in trouble. They don't want to have their neck on the lines. The train would be stuck or something and they can't get it going. And she comes out and she's like, "Why isn't it moving?" And it's like, "Well, because no one's told us to." And, "Well, just do it." "I can't, because then I'm going to be held responsible, I don't want to get in trouble." And she's like, "Do your job. We need to get this thing moving." "I don't want to because I don't want to get in trouble." And then they'd be like, "Well, will you take responsibility if I have a go, if I ... " Whatever it is. She's like, "Yes, I'll take responsibility." She was willing to take responsibility, and then because of that the train would go. But it was her coming in and taking responsibility. And one of the themes throughout the book is that ... That's the big thing is that nobody wants to take responsibility. Nobody will do something because they want somebody else to like, "Oh, well who's responsible if this goes wrong?" And they want to point to somebody else. And so that's a big thing. I'm not going to get political, but right now we're in this weird thing, this whole COVID season, which is annoying for so many reasons. But one of the things, I'm one of the wrestling coaches and my kids are wrestling and trying to be part of that. And there's these decisions that they're supposed to be making be made. Whatever the decision is, I will follow it and respect it and whatever. But the problem is nobody wants to make decisions. That's the problem, because nobody wants to be held responsible if this happens or this happens or whatever happens. And so even school starting here in Idaho this year, at least in the county that we're in, it got passed three or four times. School started two weeks later than they're supposed to, because nobody wanted to make a decision. No one wanted to be on their clock, "I don't want to be willing to get in trouble. I don't want to be ... " So you keep pushing it, pushing it, pushing it. And now we're seeing the same thing with athletics. These meetings were just like, "Make a decision," but nobody wants to make decisions. You can just pass another date, another date, another person. Nobody wants to just be like, "I'm going to be the one who's going to take responsibility for this decision." We see it in our lives, we see it in government, we see it in school, we see it everywhere. And I just want to pass this to you guys. This is the leaders, this the entrepreneurs, this the people who are trying to be the ones standing up and helping and serving people. The reason why you are called to do those things, because you have to be the ones to make decisions. You have to decide, you have to be willing to take responsibility for a choice. And so many people are scared. In fact, I see it so many times, even people that I coach. And so this is for you who I coach, who you're listening to me, I'm telling you this, because this is a pattern you have to become better at. A lot of people will sign up for coaching and they sign up for you because they want ... If it's going to fail, they want to be able to blame someone else. Let's say you sign for my coaching program. And you're in it and you're like, "Okay, I'm going to do Russell says, I'm going to follow it." And I have people who all time, "Hey, review my funnel. I don't want to launch, look at my funnel first. I want to make sure, I want to get your opinion. I want you to look at ... " They don't want to decide their own. They don't want to take the lead themselves. They always want to have somebody else look at it. So that way if it fails, they go, "Oh, well, Russell told me it was good, it wasn't. So it's his fault not mine." Knock that off. That's the reason why people aren't having more success in life, because you're trying to find somebody else to pass the blame onto. That's the problem. I want to make sure this is very, very clear. That is the problem. And so if you want to be successful in life, you've got to be willing to make a decision and stick with the consequences that happen with it. And sometimes it's hard, because sometimes you make the wrong decision. Many times in my life I've made the wrong decision. Many times in my business I've made the wrong decision. Many times inside of ClickFunnels I made the wrong decision. Many times with my family, with my parenting, I make bad decisions sometimes. I'm not perfect, but I'm willing to make the decision. That's the key, that's what makes you a leader, is being the one who's willing to make the decision and then you're the ones who's ultimately responsible with the consequences of that decision. And so that's the key you have to understand. That's what makes a leader great, not someone who gets the right decision right every single time. Someone who's willing to make decision and then be held accountable, that's the other side of it. I did an episode one time about Extreme Ownership, that book, Extreme Ownership, which is insanely good. But it comes back down to that thing, everyone wants to pass the buck and, "Well this is his fault or her fault, everyone else's fault." We have to stop that. We have to be willing ... Especially us, the people who are hearing the sound of my voice. You are the leaders, you are the entrepreneurs, you're the change makers, you're the people who are going to be changing this world. You have to be ones who are willing to say, "I'm going to make a decision, and I may be wrong but I'm going to make the decision. I'm not going to pass the buck. I'm not going to try to put it on somebody else, I'm going to take extreme ownership. This is the decision I'm going to make. These are the reasons why. And then I'm going to deal with the consequences and then go." And I know it's hard, it is really, really hard. I'm not perfect, I'm not saying that I am. But I see it, I understand. I see it so many times with people who join a coaching program or buy a product or whatever, because they're trying to be able to figure out, "Who can I pass the buck ... Who can I pass the blame on if this thing fails?" And it's like, "No, no, no, no, it's all on you." You have to understand, when all is said and done, it's all on you, a hundred percent of the time. So you can call it extreme ownership, you can call it making ... I don't care what it is, but you have to understand that it's on you. As soon as you're willing to take that on that's when you start on success. I look at the people in our community who are the most successful. They're the ones who are not looking ... They're not the ones who ... They seek after coaching. They are people who have been in my inner circle, they've been in my coaching programs, they've been in things. They're seeking that thing, not so they can, "If it fails, I have someone else to blame," which is why a lot of people do it. It's the opposite, it's like, "I want to come and make myself better and better and better so I can make the correct decisions. But ultimately the decision is mine, it's not Russell's, it's not somebody else's, it's my decision." And so you have to be the one. And so it's good if you're stepping into these things, coaching or whatever else, to be able to become better at making decisions by understanding the lay of the land better, understanding the strategies and the tactics so you can make the correct decision. But ultimately it is your decision. Until you the one willing to risk that and say that and do it, you are going to struggle. And so I just I want to put that out there because, man, I wish I could go and talk to the leaders, the government, the school system and all these kind of things. I don't, I don't have their voice. They're not my people, you're my people. And so while I'm angry and frustrated at other things, I want to bring this back to you. The same thing, and I see this inside companies, my own company, I see it in other people's companies, where there's this thing where they try to get buy-in by committee. So they come in and they have an idea and they get all their team together, "This is my idea, what do you guys think? Give me some feedback, I want to know." And they try to get feedback by committee. Oh, and I hate that, it drives me nuts. You as the leader should have the vision, you're not coming in getting feedback on a vision. This vision is yours, you are ultimately responsible for it. You come to your team, not with, "Hey, I think I have a vision, what do you guys think? Do you like this or not?" No. You come and say, "This is the vision. This is what I have decided." And everyone can line up and help me figure how to make this better and how to execute it correctly, but you're not having them figure out the vision and for you. That is your job, that is your calling, that is your responsibility. You understand that? And that's why I'm not a big believer in marketing by committee, it drives me nuts. Everyone someone's like, "Hey, let's get on a call, lets map out the strategy together to try and figure things out." It's like, "No, no, no. You have the strategy, come to me." I want to see your vision and I'll give you tweaks or changes, things like that, but this is not vision by committee, marketing by committee, product design by committee. No, no, no. That's not how it can work on how it should work. It's coming down to you as the leader setting the vision. You can take direction, you can learn, you can ask for feedback and get all the things you need to be able to make the correct decision, the best decision possible. But you have to understand, as a leader you're not coming in by committee trying to get everybody to decide on the vision or the direction or the marketing thing. You've got to be a leader, flat out. And so this is my calling to you. Leaders,, it's time to step up and lead. It's time to stop trying to outsource your decision-making to a committee or to a coach or to a whatever. Or just hiding from the commitment, trying to move it on, or like people inside Atlas Shrugged just sitting there waiting for Dagny, waiting for somebody who's willing to take the heat if it goes wrong. You got to be the ones willing to take that heat or else nothing's going to change. Sometimes it's going to happen. You're going to make a stupid decision, it happens. I made so many stupid decisions. I can walk you through them all, one day we will. But I'm still here. Why? Because I was willing to take the personal responsibility, "That was my mess up. I messed up. I'm dumb." I get it, but I learned from it and I figured out I kept going forward. It's not like, oh, the fear of, "Oh, I don't want to get in trouble. I don't want to get yelled at. I don't want this, I don't want this." And, "Who can I blame? I got to make someone else make a decision," or this or that or whatever. That's what most people want to do. That's not what we can or should be doing. And so that was the message for tonight. I guess that I've just a little mini rant. I was thinking about tonight and getting frustrated and it's like, "Ah, I got to vent somewhere." So you are my people, so you're the ones who understand what I'm talking about. And I think you can implement this and apply it for yourselves, for your team, for your people. It's time for the leaders to step up and become deciders and make decisions. And so this is my calling to you. No longer are you allowed to push blame on anybody else except for yourself. Don't try to position in a way where you're able to, don't try to blame it on anything else, it's always your fault. And that's the key, be willing to do that. And if you are that's how you're going to be able to make the changes in your own life and the people's lives you can call to serve. So that said, thank you guys. I appreciate you, thanks for listening. Got any value out of this, please, take a screenshot on your phone right now of the app as you're listening to it, so I can see which episode you are. And go on Facebook, Instagram, wherever you're at, tag me. I see all those, I love it. It's fun for me to see what your guys' biggest takeaways were, and hopefully this one resonated with you. For those of you guys who this episode was offensive, for some reason, I'm guaranteed there's always a percentage that what I say offends, there's a scripture that says, "The guilty taketh the truth to be hard because it cuts them to the very center." So instead, if this triggers you for some reason, it's probably because you passing the blame on other people. That's it. So the guilty take the truth to be hard, listen to that. Be like, "If this was hard for me, maybe this is where I'm struggling. Maybe I need to step back and figure this out for myself." Be coachable. It's a hard skill set to learn, but sit back and be coachable. If this felt weird for you, if you didn't enjoy it, if you felt whatever, I would recommend pausing for a second, sitting back and being coachable. Look at yourself, "Man, am I doing this? Is that why it bothered me? Is that why I'm struggling with this?" And so, look at yourself. And maybe I'm wrong, which is totally, totally possible. But from my experiences and I understand what I've done. What I've experienced in my life, this is what I believe is true, therefore I will share it with you and hopefully it'll resonate and serve you. So that said, appreciate you all. Thanks for listening, and I'll talk to you guys all soon.
Comments (31)

Zoe Effa

So inspiring... Your grit, resourcefulness, faith, perseverance... It's amazing... Thx for this podcast episode... Stay blessed...

Nov 24th

Cameron Jolley


Aug 7th


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

Jul 22nd

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

Stephen Beacham

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

Jun 23rd

Brock Lesnar Alpha Male

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

Jun 11th



May 5th

Sarah Liz

What a powerful podcast. So much good information!

Apr 27th

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


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 (3)

Chris Ippolito

This was amazing!

Jul 15th

Siddharth Sharma

immersion...Only if schools encouraged that

Apr 12th

Jay Roberts

Love your podcasts. Thank you

Feb 9th

Bart Hoebink

Awesome podcast Russell !!! #1 Marketing Tool

Feb 5th

Lloyd Dodgen

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

Jan 16th

Tim Verigin

good interpretation russell

Dec 1st

Siddharth Sharma


Oct 17th

Mason Vranes


Oct 2nd

Siddharth Sharma

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

Aug 28th

Papas Heaven

Yeeeah, go Russ! Well said!

Jan 25th
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