Marketing Secrets (2017)

Step 1 starts with the bat-signal calling everybody to the bat-cave… On today’s episode Russell talks about how he is using Trello and a bat signal to make all of his amazing ideas come to fruition. Here are some of the awesome things you will hear in this episode. -Find out how Russell is using a bat signal to get his ideas out to his team. -See how Trello is going to help keep Russell’s ideas organized so that every member does their part. -And find out how you can make a similar system work for your own team. So listen here to be let in on this awesome new system for getting Russell’s ideas out of his head and turned into funnels. ---Transcript--- What’s up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast. Alright everybody, I’m heading into the office today for a fun filled day. It’s going to be short because it’s almost Christmastime and we thought it would be fun to do something out of the ordinary. Everyone’s working their butt off and at the end of the day we’re going to leave early to go and see the Star Wars movie, which I’m freaking out about because I haven’t seen it yet. I want to see it so bad. Everyone’s got the positive and the negative reviews and all that stuff, and I don’t care what they say, there’s no way I’m not going to like it. I’m so excited. So I’m pumped about that. Also, we have an acupuncturist who’s coming into the office to poke people all day. So I’ll be going through a session today, which I’m excited for. I don’t know how acupuncture works, but I had a miraculous healing from it one time, so I’m a big believer. And I’m not even hurt, I just feel like I want more people poking needles into my body apparently. So that’s exciting. But what I want to share with you is the most exciting thing of all. So excited. It’s funny that we’ve grown as big a company as we have, with the fact that I’m not the best systems person in the world. I’m a big believer in it, just not ever been good at it. And Mr. James P. Freill, who is amazing. In the inner circle and been my friend for probably 3 years or so now. He came in originally and set up our Trello system, and it worked really good for a week, and me as a bad manager of it, it kind of fell apart. I hired him again later, he came back and set it up again, it worked for a while and then fell apart. And then the third time I did it, so three times he’s helped me set this process up and the third time it lasted longer and then eventually kind of fell apart as well. So eventually I was just like, you know what, how about we just hire you to actually come and run this thing for us. So we hired him for the next six months and he literally moved to Boise, like a block from the office, which has been really fun. And now he’s living next to me as we’re doing everything and systemizing everything. And what we’ve been focusing on is something I think everybody should do. Because as you know, you’ve listened to my opinion on this before, your business is not the thing that you do or sell, the business is the marketing of the thing you sell. So I think every company, the real company is your own marketing and advertizing agency. That is the company. And then what you sell is incidental, it doesn’t really matter. I can plug in chiropractic, I can plug in dentistry, I can plug in supplements, it doesn’t matter. Your business is the marketing. So I was like, we need to build a marketing agency where we are our only clients. So we build this marketing agency out and there’s a funnel building team in the agency and there’s the traffic team, and it’s been really fun because he’s going through all the stuff we’ve been doing for the last decade that we redo every single time and he’s been trello-izing it and systemizing it and all sorts of stuff. But the biggest thing we realized, when I have an idea, it’s like the idea, I have that moment where it’s like the flood of inspiration. And for me, I don’t know if it’s this way for everybody, I’m assuming that, I wasn’t this way when I began, but the longer I’ve done it and the more I’ve immersed myself in it, when I have the idea, I see the whole thing in my head. I don’t know if that makes sense. It’s not a vision, I don’t know, maybe it’s a vision. But it’s like, as soon as the idea comes, all these connections, all the things, everything I’ve learned and done and seen over the last 15 years in this business, it’s like as soon as the idea hits, I see perfect clarity what it looks like. I know, I see it really fast. Then I freak out and try to explain it to everybody really fast, which is why I talk so fast, because I’m trying to get it out of my head before I forget it. I’m trying to explain the whole thing. And usually, whoever is closest to me, I grab and I explain it. So usually it’s Dave’s there, Melanie’s there, sometimes Dave’s there, Steven’s there, whoever. I just grab people and I’m like, “AHHH” and I freak out and tell them the whole thing. And everyone’s excited and we go and run and do our things. But then we try to relay that to the next part of the team and then next part of the team. And eventually it’s like, playing telephone booth and everyone forgets and then, even Dave and Steven who were there initially, they’re like, “Remember on the white board we doodled this thing.” And they’re like, “What’s that square again for? I have no idea what’s actually happening. I remember you had a squiggly line here that was really important, but it just looks like a squiggly line now and I’m not sure exactly was it is.” And we always try to…we lose all this stuff. So we’re like, man, how do we capture that moment of inception when the first big idea hits? How do we capture that so we don’t lose it? So in our trello process system now, it’s so cool. We’ve done it twice to test it out. But we literally…the way it works is like step one we have the aha moment, this is the idea. And the second we have that, I log into voxer and there’s a group with the entire agency in the voxer group and I literally send them the a gif of the bat signal. So boom, they get that which means, “oh my gosh, Russell had an idea. Get to the bat room.” So then we set up the Zoom room, which is a Zoom room, we call it like the bat line or the bat cave or something like that. So as soon as I set out the bat signal then every…then I’ll send out the direct link to the bat cave, then everybody who is able to jumps on. And then right there I open the Zoom Room on my computer, from a white board I’m like, “Oh my gosh guys..” and I explain the whole thing as it happens and it records the whole thing. So the whole thing’s being recorded and I go through the whole thing and anyone who’s able to come, comes. And obviously not everybody can come every single time. But whoever’s there comes, we explain the whole thing, we get excited, and I map out the vision on the white board, I explain things and then when I’m done I break down, “okay here’s the whole vision. I need so and so to do this part, so and so to do this,” and I explain all the different pieces. And then when it’s done, I stop the recording, upload it dropbox, post it in trello, here’s the vision and then here’s the, I take a picture of the whiteboard, here’s the whiteboard of the vision, here’s the video of the vision. And then I vox that out to everybody who may have missed the call. Here it is. And then that happens and the person on our team who does the project management stuff, which right now is James and John, but eventually we’re going to be bringing in somebody full time to do this part, then goes and watches it second by second and basically builds out all the trello cards based on the vision. And then everyone’s got their stuff, trello cards, deadlines, everything. And it just all magically happens and it is the coolest thing in the world. So we did it twice, two days ago and then yesterday. We’ve done two bat meetings. These aren’t like new aha moments, but it’s like new funnels we’re relaunching, so everyone’s got a little piece of this puzzle that I have in my head and we’re all working towards it, except for now everyone knows the whole vision. And it’s insane, just the clarity, for me and I think everyone on the team has now, it’s just like, “Oh, that’s what Russell’s talking about.” Or people are like, I’m watching the office when I walk around, they’re rewatching the video like, “Oh, that’s what he’s talking about.” Or like, “In minute six of the video you said this, what did you mean again?” And then I can, it’s just really cool. It’s simplifying our process, I’m not repeating and re-teaching and re-explaining and re-showing things a million times. Oh, and the other cool thing is after we got the whole thing done, then Jake on my team, he’s taking my whiteboard doodle and then he actually is going into Photoshop or illustrator or whatever he uses, and if you got the Funnel Hacker Cookbook, you know the little images of the pages and funnels, he’s actually building out a map for the funnel I sketched out in that , so we have a pdf of the actual map of what I doodled out, but it’s very specific. Like, “Here’s page one, page two, page three. Here’s the email sequence. Each sequence is here and goes to here.” We have an actual map we’re building off of as well, as opposed to some doodles I gave out. Anyway, it’s just getting really, really cool so I’m excited. We’re systemizing the crap out of everything, we’re speeding up our processes, we’re making it so we remove me from a lot of the things I’ve been doing, just because they’re stuck in my head, and getting out into a spot where other people can help facilitate it. And it feels good, it feels freeing, it feels exciting. So there’s an idea for those of you guys who are trying to figure this process out and trying to get the vision from your mind out to your team. Do a batman meeting like we’re doing. Send out a bat signal, bring them all to the bat cave, record your ideas, and then you’ve got it archived as everyone starts building and driving traffic and all those other pieces that come with it. That’s it, I’m excited. Anyway, I heading in right now, I’m going to get some acupuncture, work on some funnels, I’m probably doing the batman meeting, we have four projects we’re trying to do by the end of the year. So I’m doing four bat meetings to catch everybody up, then we’ll have all our marching orders before the end of the year, then I’m heading to go see the new Star Wars. So excited. Alright guys, that’s all I got. Appreciate you all, have an amazing day and we’ll talk to you guys soon, bye.

Late night coaching session with my son Dallin… On today’s episode Russell teaches his son Dallin, and the listeners all about the concept of supply and demand. Here are some of the cool things you will hear in this episode: Why Russell decided to teach Dallin about supply and demand after he saw a pair of Airpods on Amazon for $850. Why supply and demand of Tickle Me Elmo dolls several years ago caused some parents to take back their own kids Christmas gifts.- And how you can use supply and demand to boost sales for info products or supplements or anything else. So listen here to find out how to use supply and demand to make more sales and more money. ---Transcript--- Hey everyone, this is Russell Brunson. Welcome to the Marketing Secrets podcast. This is a special audio episode just for my audio friends. This will not be on video. I’m in the car right now driving to the grocery store with my son, Dallin. Dallin, how are you doing tonight? Dallin: Tired. Russell: He’s a little tired, it’s late. We forgot we have to have treats. He’s always tired though. He’s a growing boy. He asked me a question. I said, “Dallin, we’re going to answer this on the podcast.” So let’s queue in some music and we’ll come back and we’re going to share with you guys something very important for you to understand about supply and demand and Christmastime. Alright everybody, welcome back. So Dallin came in the car and we were talking about headphone buds. Do you want to tell them what you told me, Dallin, when we were getting in the car about how much cheap headphones are versus these ones? Dallin: So I was looking up how much the ear buds cost for apple, because I was looking at the iPhone 10. Russell: He’s talking about the airpods that are super cool. Dallin: And I looked up on Amazon, usually Amazon’s amazing, and it says it’s $850! Russell: $850 for the Amazon headphones. He said, you can buy regular headphones for $5. And I pulled out those headphones out of my pocket, because I actually love those a lot. If you don’t have them you should get them. I said, actually these sell for $100… Dallin: Not from Amazon though. Russell: Not from Amazon, and I’ll tell you why. I just explained this to Dallin. So I wanted to explain it to all of you guys, who I’m sure understand this but this sets up a teaching lesson I want to have here in a second. So if you look at the pods, if you look at them they’re $150 on Apple’s site. But the problem is it takes two or three months to ship to you. So if you buy them and plan ahead it’s $150, but if you didn’t and it’s Christmastime and you’re like, “Ah, my wife, my girlfriend, my significant other, my kid, they need airpods, they’ve been asking all Christmas.” You try to buy it and you go to Apple and they’re like, “We’re not going to deliver til May.” And you’re like, “What, Christmas is in December.” And they’re freaking out. So they have to go look for other places, so they go on Amazon and they find people that had the foresight to know that people were gonna not have foresight. So they take their Apple Airpods that they bought for $150 and jack up the price for $800 on Amazon. And the people who are slow have to pay the difference. So I was about to tell Dallin about Tickle Me Elmo, and then I said, “Wait a minute, we should share this story on the podcast.” So Dallin, here is the lesson of the story I want to tell you. And everyone can listen in on this. So when I was a kid, it was right when Elmo came out. Sesame Street didn’t used to have Elmo. When Elmo came out, everyone, I remember being a kid and being like, “Elmo is the coolest.” He was just so much cooler than all the other muppets and we all loved him. And then one year for Christmas they came out with this, they called it Tickle Me Elmo. You guys have Elmo dolls now, but this was like the original Elmo one, where it’s a doll and you tickle it and it’ll giggle. And that was ground breaking 30 years ago. Dallin: He’s scary. Russell: He’s a little scary. So anyway, everyone wanted Tickle Me Elmo so the company that makes him, it’s the law of supply and demand. They made so many Tickle Me Elmo’s, and that was it, that was all they made. I don’t know the whole story behind it. But basically there was a lot more people that wanted them. Everyone’s kid wanted them, it was all over the news. So Tickle Me Elmo started going, you’d normally buy them for like $20 and they got to $50 and $80 and people were auctioning them for tens of thousands of dollars for Tickle Me Elmo. And then other people heard about Tickle Me Elmo, and when they started talking about how there are none left. And then one of them sold on auction for $10,000. And people were freaking out, and people who already had them were like, “Well I can sell this and make some money.” So they would take the gifts away from their kids to make money by selling them to other people and it was just crazy. Dallin: That would be sad. Russell: Pandemonium. So the lesson that I want to teach you Dallin, and everyone who’s listening today, is the power of scarcity, supply and demand. So when you have a ton of stuff, like if there were a billion Tickle Me Elmo dolls, nobody cares and they’re not going to freak out and try to buy them. So the price goes lower. But when they’re high demand form and the supply is smaller, like the airpods, there’s a high demand for them, everyone wants them. But there’s only a few left, the people who sell them can charge way more for them because they need them. So a lot of times in our businesses, depending on what we’re selling, a lot of times there’s not typically that built in supply and demand curve because we’re selling info products or supplements, or things that are kind of easy. But you can always do things in your marketing to create the illusion of supply and demand. A good example is Bill Phillips, Muscle Media. When I was a kid it was the biggest supplement company in the world. In fact, some of my buddies now used to work for them, which is kind of fun. Anyway, Bill Phillips had Myloplex shakes and his whole EAS supplement line. He had unlimited stuff, he could sell as much as he wanted. But they needed to create urgency and scarcity to get people to buy it more, increase the price, all that kind of stuff. So there’s a marketing campaign that I believe Joe Polish was a part of or in charge of, Idon’t know. But I heard him tell the story one time, so somehow I know it’s credited back to him. But what he did is they had two big shipments of supplements coming to their warehouse, two big semi trucks full. So they took a picture of it and they’re like, “We should do a marketing campaign around this.” So they sent a sales letter back to the entire Muscle Media Magazine list that basically said, “Hey, we over ordered. We’ve got two big semi trucks of supplements in the front. We need your help. Buy the excess stuff, that way we can get back to normal life.” So they sent the letter out and they sold a ton of supplents. And then they’re like, “Well now we sold a bunch, so let’s decrease the supply, therefore increasing the demand.” So they took the exact same sales letter, and they took the picture of the two trucks and crossed out one of the trucks and said, “One down, one to go.” And then changed the letter to “one left, one left, one left.” Then they sent the same letter out to the same customer base. All it did was decreased the supply, therefore increasing the demand and they sold more from the second letter than they did from the first. So that is what I wanted to share with you guys. Dallin already jumped out of the car, so maybe this is a lesson for you guys. Dallin, maybe when you are 25 working in a marketing company someday, you’re going to come back and listen to this podcast episode and hear the moral of the story, but until then we should go shopping for your treats. Alright, that’s all I got guys. Anything to tell everyone who’s listening Dal? Dallin: No. Russell: Alright, you heard it here first. Alright guys, appreciate you and we’ll talk to you all again on the next episode of Marketing Secrets podcast. Bye everybody.

A few cool stories that will hopefully re-align what you define as what you actually earn. On today’s episode Russell talks about doing what you said you were going to do instead of trying to lie, cheat, and trick your way into money. Here are some of the other insightful things Russell talks about in this episode: Why Russell gave back 8 figures to Pruvit, even though he had signed a contract to have equity in the company. And why it’s important to only take the things you have actually earned. So listen here to find out why integrity is more important than money. ---Transcript--- What’s up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast. Tonight we’re going to be hanging out and talking a little bit about the fact that nobody owes you anything and you should just be grateful for the opportunity. Alright, I’m going to share with you guys some stuff tonight that I don’t normally share. Probably, I haven’t decided if I want to share normally or not. Anyway, I’m going to go into that here in a minute. But I wanted to share one idea that’s completely not related to marketing, maybe it is. Who knows? Right now I am eating this, I don’t know if you can see this. If you guys are sitting here, I’m in my kitchen. This is my dinner. I share this because right now I’m on this, “How to get ripped before Funnel Hacking Live” diet with Bart Miller. It’s been funny, he’s got me working out, doing all sorts of stuff, but also had me eating a very specific way. And I knew that there was no way that I was going to be able to stick with it. In fact, the first day Dave and I, Dave’s doing it with me, we both went over to the grocery store and bought stuff and it was like $50 for that one day just to eat stuff. We just bought packs of chicken breasts and broccoli and it was horrible. And the second day, I brought turkey from Thanksgiving, you know a little bit ago. And then Dave ran out of time to buy food, so he literally had his son go and buy him packs of deli meat. So he sits there all day eating packs of deli meat. And by day two we were like, we will never actually do this, because this is too hard to actually live this way. Which I’m sure is why a lot of people don’t lose weight and probably other things in your life you don’t do because it’s too hard to consistently do it. So we went online and found someone here in Boise who cooks meals. So we gave her all the macros, micros, all that kind of stuff of what it needs to be and then everyday she literally makes us three meals, drops them off in the morning all perfectly cooked, fine tuned, healthy with exactly the carbs, macros, micros, fats, proteins, everything that is perfect to actually what it’s supposed to be. So that’s what I’m eating now. This is my third meal today and it’s nice not to think and just grab it and eat. So I recommend it for any of you guys. And it’s not that expensive. We’re paying $300 a week for this, which if I was to go out one meal a week, that’s way more than three hundred bucks. This is three meals a day and plus it keeps me, all I’m allowed per mouth is what she puts into the boxes, that’s it. So just a thought. Find someone to cook your meals for you and do other things that are keeping you from getting the goals you want. Alright, I digress. What I wanted to share with you guys today, or tonight, is pretty important I think. So it, I was going to share one thing, but there’s stories I can’t tell. So there’s been, honestly three or four situations in the last two weeks that have been insane. It’s been probably some of the hardest two weeks of my life, when it relates to the negative sides of business. So for me, it’s been funny because I’ve been trying to block it and defend it because I need to keep moving forward and the negativity of stuff can keep me or you or anybody from moving forward. So I don’t want to share those specific stories, but the way that people dealt with them was really, I don’t think right. So I’m going to leave it at that. I’m not going to go deeper into it. But what I do want to share, I want to share something that actually…I want to share this not to brag, that’s not the point, but to show I practice what I preach. I don’t just talk about this stuff, but I actually believe it, because I think that’s important. So that’s the only reason I’m sharing this story and hopefully it will help some of you guys to think about how you deal with stuff in the future. Hopefully it will help at least somebody out there. Some of you guys know that a couple of years ago there was a company that got launched called Pruvit. And I was part of the original team that helped launch that and I was the dude who wrote the script for the animated video. I had my animators animate the whole thing and that became the campfire video for that company and in exchange for me doing that initial stuff we negotiated some equity in the company. The equity right now, looking at where the company’s blown up in the last three or four years, is worth insane amounts of money. Well over 8 figures, probably closer to…..well, it’s insanely a lot. I negotiated that ahead of time, and then I was going to do a bunch of other things for the company, and just for some reason some of the things didn’t work because it was hard within the company. Network marketing companies software makes it hard to do some of the funnels and things I was planning on helping with. So that was kind of hard and then Clickfunnels was taking off at the same time, so I was focusing there. When all was said and done at the end of the day, I didn’t do what I thought I was going. But what I did have was this really cool fancy thing called a contract that I had signed that said I owned x% of the company. The situation with the multiple people this week, it was not this same situation, it was something kind of like that. Where people didn’t pull their load and then they’re demanding this justice. It was unjust because they didn’t do anything. It makes me so angry and frustrated. So I was thinking about that with myself and I was like, I’m in the same situation here. Based on what I negotiated three years ago, I own x% of this company. And while that’s awesome and it’s worth insane amounts of money, if I’m completely honest with myself, it is not fair. Not to me, it’s not fair to them. And if I was in their situation, I know in my mind that I would be annoyed by me all the time. The very thought of me, “Russell got this thing, and he did this little thing upfront and then we haven’t heard from him in the last three years, doing his own thing, running his own direction.” And instead of being like, “Hahahaha, I got the contract, you owe me.” I actually actively reached out to them and said, “Hey, I don’t feel like I deserve this.” And Brian who is the owner of the company of course is like, “No, no you totally deserve it.” And I’m like, “I don’t and I’m okay with that. I thought I was going to be doing this, this and this for this movement and I didn’t. I wasn’t able to. Some things were because of technical things didn’t connect on the funnel side, some of it was because I didn’t have time. And I didn’t do what I was supposed to do. It’s not fair to you and I want someday when you sell this thing for you to be mad at me or angry at me when you have to give me this huge check because I didn’t deserve it, and I didn’t earn it and I don’t want it.” He’s like, “Well this is kind of weird. What do you want?” and I was like, “For what I did, I think this is what would make sense.” And it’s literally like me giving back 8 figures worth of cash and just being like, “Here you go.” And taking something way less. Because that’s what I actually earned, and that’s what I deserve. I think he was kind of confused, then he said okay and now we’re making the transition, the shift away and I’m signing away my equity in exchange for something way less, because that’s what I actually earned, and what I actually deserve. So that’s what I want you guys to start thinking about and doing. In a situation with a business partner or a friend or an employer, whatever it is, get what you actually deserve. Don’t get more. There’s this weird thing inside where people think they deserve everything. It’s ridiculous, it’s insane. I wouldn’t have believed some of these things if they didn’t happen to me over the last two weeks. But it’s insane what people feel like they deserve, even though they don’t deserve. Because of something, they feel like they….it’s so infuriating to me. I remember I had a chance to hear this guy speak a little while ago name Nido Qubein, if you guys never heard of him, he is probably the best speaker I ever heard. I heard him probably seven or eight, longer, probably ten years ago now, at a Dan Kennedy event. And I think he’s like the CEO or something of Wonder Bread and a bunch of other things. He’s an entrepreneur and he actually came over to the country with like $20 in his pocket and built this huge empire. He’s an awesome dude. In this speech, I’m totally going to slaughter because it’s a decade ago that I heard it, I don’t remember all the details, but I do remember the feeling I got and the message. But he talked about how he basically got a job as the, I don’t know what they call them in college, he was in charge of this college. The college had been struggling and he came in to turn it around. And he came in the first week, he worked really hard for the first week and then when he came in they handed him a paycheck. He said, “What’s this for?” and they said, “This is your paycheck.” And he said, “Well, I haven’t done anything yet.” And they’re like, “Well, you get paid every two weeks, that’s how it works.” So they gave him the check and he sat at his desk and said, “I did not earn that.” And he kept working and working. Two weeks later they came in to give him the next paycheck and he’s like, “What is this for?” and they’re like, “That’s your paycheck.” And he’s like, “I didn’t earn that.” He put it down. He kept trying to, his job, his role was to transform the university and he couldn’t do it, he kept trying and it took him a while because it’s a big thing to do. And eventually, I can’t remember, a year or two years later, whatever it was, he transformed this university and had this big impact. At the time I guess somebody came in his office and he had this stack, five or six inches tall of these envelopes and somebody said, “What’s that big stack?” He said, “Those are the paychecks they keep giving me, but I haven’t earned them yet so I’m not going to…they’re not mine.” I remember hearing that and just being like, that’s the right attitude. I don’t know, as opposed to the other situations, where you try to slip your way in and if you don’t get what you want you try to sue somebody. Or you try to get a contract signed, you try to sneak in, or you stop doing what you committed to do. Or whatever that thing is. It’s insane to me. And like I said, it’s happened four times in the last six weeks. Dang. That people have done that. Where they feel like they deserve something, so they’re threatening to sue. Or they feel like they deserve something because they have a contract, they didn’t actually do what they committed to do, all these things. It’s just so frustrating to me. That’s not how I want to be remembered. I want to be remembered as a person who actually got what I earned, and I showed up and did what I said I was going to do and if I didn’t do what I said I was going to do, I didn’t take what I contractually signed to because the contract said, because I know inside my heart that I broke the contract. I didn’t do what I said I was going to do. I’m not someone who wants to come in and try to get what’s not mine through threats. It’s just ridiculous. I want to be the kind of person who someday I can tell my kids, I can tell my grandkids, hopefully someday a thousand years from now, someone’s going to watch this podcast. Someone in my posterity and be like, “Wow, great, great, great, great grandpa Brunson was a man of integrity. He actually did what he said he was going to do. When he didn’t earn something, he didn’t contractually trick somebody. ‘well, they got a contract so it kind of sucks.” No, I freaking gave it back to them because I didn’t earn it. And I took what I did earn. I hope that rings true to some of you guys. If it does it will be worth the rant for tonight. So I hope it does. And if you haven’t heard Nido Qubein speak, I’m going to try to find…I bought a bunch of his stuff back in the day, I wonder if I could find that presentation where he talked about that. Because it was so impactful for me just to hear that and realize that’s how we should be working. Just because the rest of the world shows up to work, falls asleep and gets a check every two weeks. Us, the people who are producers, who are moving forward, that’s not how we should look at things. We shouldn’t be okay with that when our team is doing that. We shouldn’t be okay when people around us are doing that. We need to earn what we earn and go out there and do the thing. That’s the goal. And if you do work your butt off and you do, do the thing, you do earn the money. Be proud of it. Don’t hide and be embarrassed, you actually worked your butt off and you deserve it. But don’t do it the other way around. Where you trick, cheat, scam, lie, whatever it takes to get what you think is yours because it’s not yours. You don’t actually deserve it. You should just be grateful for the opportunity. So that’s where I’m leaving this one. I’m grateful for the opportunity Pruvit gave me, excited……it’s funny, I should be so sick to my stomach about this, but I have no issues. I’m so excited to be giving back this equity in exchange for something that’s really cool, that’s a good fit. It’s good and I feel good about it, and I’m going to sleep really, really good tonight because of that. That’s what really matters. So hopefully that helps somebody. Hopefully my great, great, great grandkids are watching this and they straighten up when you hear it, because it’s important. That’s what I got. Thanks guys for listening, appreciate you all. Have an amazing day, bye.

Some awesome advice from Bart Miller as we were doing our late night walk. On this episode Russell talks with Bart Miller from his inner circle about immersing himself in the things he does instead of dabbling. Here are some of the cool things to listen for in today’s episode: Find out how Bart made a commitment to get in shape and ended up winning awards for body building in under a year. Hear why both Bart and Russell have been able to really commit to things instead of dabbling. And find out how you could possibly see Russell standing on stage at Funnel Hacking Live in a Speedo! So listen here to see why it’s so important to be an extremist when you set a goal to do something. ---Transcript--- Hey everybody, this is Russell Brunson. Welcome to Marketing Secrets podcast. I’m walking right now with Bart Miller. How you doing, man? Bart: I’m good, how are you guys? Russell: Doing awesome. We’re going to show you guys some cool stuff here after the intro. Alright, so we’re out here, it’s freezing cold out here. Bart: It is cold. Russell: Bart’s been in the inner circle now for a year and a half and I want to talk to you about him because he’s taught me some cool stuff, and I think it will help you guys as well. It makes it harder to walk and talk. It’s going to throw the whole thing…. Bart: Another level here going on, I love it. Russell: So I’m going to embarrass Bart, because he doesn’t even know what I’m going to ask, I just turned the camera on. First off, for background for those who don’t know, he runs a couple of businesses. What are the core things you usually run? Bart: So we have an Amazon business, we have a makeup school and Russell tries to keep me as focused as possible on those two things. So we’ll just say those. Russell: As he does everything else. The other ones he refuses to tell me about because I will tease him forever. So this is what I want to talk about. We hung out, when was it we went to Dallas? Bart: That’s been a year ago. Russell: So a year ago we went down there because we working on the beauty school and we filmed an episode of Funnel Hacker TV, which actually is the next episode, I don’t know if you knew that. Bart: I didn’t know that. Cool. Russell: The end of the last one said, “Up next week,” and it had that thing with Collette. Bart: How did I miss that, I watched it. Russell: It was after the credits. Anyway, next episode is going to be showing that whole story. It shows me wearing skinny jeans and bunch of other things. Bart: Which was amazing, by the way. Russell: Oh skinny jeans. Anyway, so what I think was interesting and why I love Bart so much, why I just wrote him a big huge check to come kick my butt is because after that, you’ve always been into fashion but that wasn’t your thing. We talked about it, “Okay, Bart you should be doing fashion for people.” And then he got intense and obsessed in it and just was awesome. And he basically at the last Funnel Hacking Live, dressed me, dressed half the inner circle and a bunch of other people. Then fast forward 7 or 8 months, since Funnel Hacking Live, when was it you decided you were going to get ripped and shredded and everything? Bart: So my son was leaving on an LDS mission, and I’ve been racing bikes for the last 7 years and I just always wanted fitness, because a lot of people think it’s easy to be fit all the time. And I’m here to tell you, and don’t tell my family this, but my mom’s obese, my sister’s obese, my dad’s obese, I know it runs in my family. I’m probably taking way too long here, but what I’m saying is, my son, I wanted to spend time with him before he was leaving and getting out of the house. That was a year ago, so I decided I was going to start lifting, and then Russell’s going to tell you I’m afraid, that I’m an extremist. Russell: Which is actually the moral of the story, this is a good thing, not a bad thing. Bart: So I get super extreme into things. And that’s why I hired Russell really, for inner circle to be honest with you. We’ll get into that, but anyway, I couldn’t take it anymore and I went after the best coach in the world in my space, which is physique and body building and I hired him. So I fly to California every month for a full week and I lift with him, then I fly home, implement it all and then I fly back and do more. I did my first show in California with him, did my second show in Boise. At the first show I won an overall, and 40+ category and took second in the 35+ category. So I was super, super stoked, blessed, but put all the hard work into motion, made it happen. Russell: Awesome. Okay the battery is about to die, I’m going to grab my phone and finish this because I still haven’t got to the point of what I want to share with you guys. Alright we’ll be right back. Alright the battery died, but now we got it back. So you missed our walk, it was really fun. Bart: It was amazing. Russell: Went four miles, it was awesome. So I don’t remember exactly where we left off, but it was somewhere between why I respect Bart and why you guys should listen to what he’s going to say right now. So my question, not my question, but my observation, I would love to get your thoughts on it, is just….the battery is going to die again now. We may go back to the phone in a second here. But it’s basically, when you go into something, you don’t dabble. Some people in life, they dabble, “I’m going to do this, I’m going to do this, or do this.” You’re like, “I’m going to get fit. I can’t remember if you talked about this or not, but you went and hired a weight lifting coach who lives in a different state, you fly out there one week a month, work out with him, come back, and then you sign up for body building competitions, all sorts of stuff. It wasn’t just like, “Oh I’m going to get in shape.” And then you do it for two or three days and then you quit like most people do, including this guy right here sometimes. You went insanely all in. I just think that that is cool and people should learn from that. Bart: Thanks, so one thing I’ll just tell you. The camera’s on and I’m a talker, Russell knows it. Russell: That one died as well. We’re back again, we’re on the new phone now. Bart: So you guys get the honor and the privilege to see Tony at his event coming up, which is why we’re getting fit. But on that note, I learned this from Tony Robins, he said, “If the pain doesn’t outweigh the pleasure, you’ll never be successful.” At the time I was like, are you kidding me? And I really didn’t understand it. And then he made it really clear. He said, “If you want to quit smoking, or you want anything in life, that if you’ll make something so painful, that you have to get there. Like you have to accomplish it.” For example, if I wrote a check for a half a million dollars, let’s say I was super wealthy like Russell. I wrote a check for an enormous amount of money to a charity that I absolutely detested, and if I failed at that, then XYZ could cash that check. That pain would outweigh me ever getting there. So the pain of me getting on stage and not looking my very best was enough to, I would give up anything. I never cheated on my diet or anything one time because I knew that if I failed, I couldn’t live with myself. Russell: You’d be embarrassed in a Speedo on stage. Bart: Totally. Well, not in a Speedo. Russell: And actually, by the way, when I started this process, he was like, “What is the thing that’s going to cause you the most pain?” I was like, “Honestly if I ever had to get on stage in a Speedo with a black tan, that would be the worst.” So if I don’t hit my goals, you guys will see me on stage. Bart: You’ll see Russell doing an event. And that’s the thing, if I could you any advice, it’s the same advice Tony did. So when I commit to something, I always tie it to “what’s the consequence”. And I shouldn’t be teaching this to Russell because now he’s going to do this crap to me. This is a horrible podcast. Don’t listen to this again. Anyway, the moral of the story is, you’ve got to put something there that helps you not just get there, but you’re going to make it because if you don’t this consequence is extreme for you. If you say you’re going to have a funnel every week and you don’t accomplish that, you need to have something so serious that there’s just no way you’re going to fail doing that. And that’s what I’ve learned in my life to push me to that next level, and that’s why I did it. Russell: That’s awesome. So I’ve seen Bart do it twice in two different things right now, and it’s super inspiring. In fact, it was like a year ago, when you came and worked out at my place the first time with Anthony here. You were just kind of doing some stuff. Then here today he was kind of taking the show, “Hey Russell, do this, do this.” I was like, dang. This is a different Bart in less than a year, which is insanely cool. But it’s because you go all in and you don’t dabble. It’s awesome. Bart: It’s like you said, immerge in yourself. It’s the same thing you teach, you don’t have to be only a few steps ahead of everybody else to be successful, but if you total immerse, it’s the same thing that Tony Robins preaches, and you’re the best at it. Russell commits to things he should never commit to. I mean it serious. Have you seen his life? Russell: My wife’s like, “Why are you doing this?” Bart: Yeah, but it’s the same thing I’m doing. He puts himself through so much pain that if he doesn’t get it done, he knows he’ll never accomplish it if he doesn’t do it. Just like taking this challenge right now. He does not have time to get ripped for Funnel Hacking Live, let’s be clear. But we’re out here at 10 o’clock at night. How many other people are sitting doing something else? And while we’re doing it, we’re creating a podcast. He utilizes time like crazy, it’s insane. But he does the exact same thing that he’s complimenting me for, but it’s the same model he runs every single day of his life. So learn from that and you’ll be super successful. Russell: There you go guys, you heard it here first. So thanks Bart for hanging out man, and for the walk and the workout, and for, I got a sweat belt on, this is sucking all the fat out of me. Dude, I’m going to be so ripped, it’s going to be amazing. And if not, you’ll see me in a Speedo, which would be the worst thing ever. Let’s all pray that I stick to my goals. Bart: Hey everybody, send him really clean food, nothing for the holidays, be nice. Russell: No junk food. This guy’s going to be gone my FHL. Anyway, if you don’t have your tickets yet, go to funnelhackinglive.com. Bart, you’re going to be there, hanging out for the party. Bart: Hanging out for sure. Russell: So when you’re there, grab him and pay him to help get you dressed nice and get you fit, it’ll be awesome. Anyway guys, appreciate you all. Thank you man, for hanging out. See you guys later. Bart: Bye

Be a fly on the wall during the ClickFunnels partner meeting and hear the #1 thing each of us learned on our journey so far. On this episode we get to hear from the entire Clickfunnels partnership team. They all share the big takeaways they have received as they have watched the company soar to over a hundred million dollars a year in revenue. Here are some of the cool things you will hear. How Russell learned that having a great partnership and team was better than being on his own. Why Todd thinks it’s important to have someone who is obsessed with the product you’re selling. Why Dave thinks the Dream 100 is so important. How John prioritizes and delegates to make sure everything is done by the appropriate people. Why Brent thinks it’s important to stay small and nimble as long as possible and why you shouldn’t sweat the small stuff. And why Ryan believes that constraints are not a limiting factor, but what helps you focus and succeed. So listen here to find out what the Clickfunnels partnership team members have learned that have lead the company to surpass their goal of a hundred million dollars in revenue a year. ---Transcript--- What’s up everybody, this is Russell Brunson. Welcome to the Marketing Secrets podcast. Today is a special episode, we’re here above the ice right here, there’s hockey happening down there. But we’re in our partner planning meeting, here are all the cofounding partners of Clickfunnels, hanging out and plotting world domination. The theme of today’s event and the theme of this podcast is this: It comes from social network, millions of dollars isn’t cool. You know what is cool? A billion dollars. Alright everybody, so welcome back. We’re excited to have you guys here. We’ve been here locked up in this awesome office for the last day and a half planning world domination and how to make Clickfunnels better for you as a user, how to get more of you as users, so we can serve more people, more audiences and more entrepreneurs. It’s been really, really fun. We’ve been going around plotting and scheming and planning and creating and doing and a whole bunch of really fun stuff. So I thought we’d take a quick ten minute break here and I thought it’d be fun because we actually had a call yesterday with, I guess they’re not really competitors, a cool company that we like what they do. We’re potentially interesting in maybe buying them or whatever. It’s funny because they’ve been watching what we’re doing, obviously and he’s like, “You guys are what, 10 million dollars a year in revenue?” and we’re like, “No.” So in case you guys are wondering, we passed $10 million in revenue year one. We’re year three. So I thought it would be kind of fun to maybe look at this, a little bit ago, like 2 months ago we passed a hundred million in revenue. So we went from zero to a hundred million dollars in about 3 years. And I wanted to say what was the biggest aha that each of us individually got, that we’ve learned in that process. So you guys get ideas from everybody inside the team here. So just a really quick intro with everybody, then I’ll share my aha and then move on. So I’m Russell, I’m the nerd who is the dancing monkey who’s talking about Clickfunnels all day long. That’s what I do here. This is Todd Dickerson, he is the genius that built all of the original Clickfunnels and look at that beard, so manly. Over here, this is Dave, he’s all the business development stuff, he’s got the retro Clickfunnels shirt on. Then over here is John, he does all of our ads, and if you see us every day on every platform it’s because of that guy, so blame him. Over here we have Brent Coppieters, he does all our operations stuff and he’s going to be transitioning to a bunch of our new, something we can’t talk about live or publically yet. It’s going to be cool. And this is Ryan, what’s up Ryan. Ryan is the genius who is always coding. So I thought it would be fun to give you different people’s perspective, because obviously we’re all in different parts of the company, lifting different parts, doing different things, so I thought it’d be interesting to hear everybody’s ideas. So I’ll start with mine. So I think the biggest takeaway, I shared this last night with these guys, is as I was growing my business initially, the first 8 or 9 years I was very, I don’t know what the right word is, scarcity mindset or whatever. Where it’s like, I am Russell. I am the leader. I own the company, and all these things. And I think I had one or two deals with partners that went sour because I was like, I will never have a partner, I will only be me. It’s funny, with that mindset and that attitude, we were able to get to this level and we kind of camped out there. And I’m lucky for me, Todd came in. Trojan horsed his way in, where he basically worked for free for an entire year, which was awesome. And then we worked together for a couple of years. I don’t even know how many years it was ahead of time, a couple of years before that, and then we had the idea for Clickfunnels. We were sitting in an office in Boise, we bought the domain, we were going to call it something different and then we finally found Clickfunnels, we bought the domain, then for a whole week we were mapping out on the whiteboard everything. At the end of the week, and this is to kind of take you back, this is on the backend, we had 100 employees, the whole thing collapsed, we had to fire 80 people. I had to go from a 20 thousand square foot building to a 2 thousand and we could barely afford the rent. It was the most humbling, painful time of my life. I think that the Lord or whoever, whatever you want to call it, humbled me to a spot where I was willing to say yes to this. And I am so eternally grateful that I did. But at the end of that week Todd was like, “Okay, I’m going to go back to Atlanta. I’m going to build this thing, the Clickfunnels thing. But I don’t want to do it as an employee, I want to do it as a partner.” And the Russell two or three years earlier than that would have been like, “Um nope. This is the Russell show.” And I would have done something stupid like that. But luckily I was at a point where I was sufficiently humble. I was like, you know what I’m going to do that. And I’m so grateful that I did because then Todd built Clickfunnels. Holy crap, seriously. It’s insane. And then after that, that’s when we brought in these other guys as partners as well. They’re all rockstar people. It wasn’t just like, “I’m going to give you a base salary.” Or whatever. It was like, “Okay, come in and become a partner in this thing.” For me it’s like, as you find the right people and incentivize them….If I were to ever build a company again, I would never build a company where Russell’s the thing. We went and watched Justice League last night, so maybe this is because it’s in my head. Justice League, Avengers, Batman, whatever. I would literally, if I ever build a company again, the initial thought will be, I’m going to build my Avengers team, my Justice League. I’m Batman, there’s Iron Man, everyone’s got their spot. Ryan’s Wonder Woman, I just want to look like Aqua Man, that dude is ripped. But if I ever start a company again, the first thought will not be, what product should I sell? It will be what team should we assemble? And then I would carve out where everyone’s roles were going to be. I’m not going to be CEO next time, so any of you guys can pick that, I’m done after this. But we each pick our different roles and then from there, collectively, be like, “What should we create? What should we build? Who should we serve?” And then we’d go from that. So my biggest takeaway from going from zero to a hundred million dollars is definitely give up control, build your Avenger team ahead of time, because Russell Brunson could have never gotten here. It took these guys and the team we built to create that. Anyway, there’s my number one. So I’m handing it off to Todd now to share the biggest thing he’s learned from going from zero to a hundred million dollars. Todd: What’s funny is that I was actually thinking about saying very similar things. One of the biggest things is the team. Seeing how to build a team around you and actually do things as a team as opposed to by yourself independently. That’s how I’ve always done things in the past, on my own more or less, same type of scenario. But I think something else that stands out to me is having someone who is obsessive about the product itself. We always talk about how marketing is the big thing, and it is. But if you’re focused on the marketing, you still need someone on your team that is obsessed with the actual product. Making sure you’re delivering the best possible thing to people. So when you sell it to them, they actually like it and they come back and want more. So that’s my other big epiphany I think that I’ve had over the past… Russell: Especially in our world. Our world, everybody’s obsessed with marketing, rightfully so. A lot of times if you’re in the marketing and product, if you do them both, it’s really, really hard. I tried to build software companies in the past where I was like the marketing guy, plus trying to convince the developers how to do it. Whereas with this, you were able to run with the product and I could just sell. Todd: Absolutely. That’s why I think that’s worked as a great partnership. Russell focuses on the marketing and I focus on the product. And I think having that really makes a difference. Pass it on to Dave here. Dave: Hey there. So we talk about this all the time and I cannot express the importance of it, and that’s the Dream 100. So I took a look back on everything that’s happened as far as first of all having an amazing product and then amazing leaders, and then Todd and Russell, the two of them are amazing together. I think the part for me, is I look at everything we’ve built over the last three years now, is the importance of the Dream 100. Originally Dream 100, as far as affiliates, and even most recently when we did the book launch, what I really learned a lot from that was the importance of understanding it’s a Dream 100 per platform as well. So as far as your influencers, where are they at? Are they on YouTube, are they on Facebook, are they on Twitter, or are they in Instagram? Wherever they might be. And then as recently, as far as, a new Dream 100, as far as hiring partners that you really want to end up working with long term. So for me, I think the most important thing is when you start looking at building something, is really identifying your Dream 100 and then being very, very consistent in continuing to mail out every single month to them. Establishes and builds that relationship with them, they get used to seeing you. It’s been fascinating as we’ve gone out and traveled and go to these different places and people remember the boxes and things that have been sent. And they’re like, “Oh, how do I get on that list?” And if they’re asking to be on the list, I don’t need them on the list, I don’t need them basically. But the reality basically says that it actually works. So I would say, in building a hundred million dollar company, and any size company I would definitely say Dream 100 is one of the most important things. John, up to you. John: Alright, so a really interesting journey we’ve been on. It’s been so much fun. One of the things that I’ve learned which is just huge, is prioritizing your time and your tasks. I mean, especially when we’re all internet entrepreneurs, we’re on the computer, it’s so easy. The computer is a gateway to anything. So a huge thing for me is to, before even opening the computer, physically write down or use your phone or use something else that’s not your computer, to structure out. We all do this, Russell does this, I do this. We structure out what we’re going to do.What are the next things I need to do? Because if you can get that basically spiritually created, if you can get that thought through before you actually begin, then it changes everything. Then you’re actually getting through stuff instead of just fumbling along. It’s so easy because we’re all bombarded with a million different things, we could be paying attention to a million different things. Only some of which are really going to move the needle. And the other thing is, especially as you grow your team, as you get more people working with you, it’s about….So I build out that list and then the next thing I ask myself as I go through that list is, “Okay, who can do this? Who can I get to do this? Who can I get to do this?” And that specific question, as I go through the list, as who can I get to do this, that allows me to go through and delegate as much as possible to team members, so then I become more of a leader. Because it’s so easy to just be like, I could just do it all. Yeah, you can probably. But maybe you shouldn’t be doing it all. You know, that’s something to think through. So build out that list, really think through it before you start to take action in the day, prioritize it and then go through and glean through the list and be like, “Who can get to do these things.” Assuming you’ll be doing none of them. Of course there will be a handful that you end up doing, but that way it’s just a mindset that will help you get things delegated properly. Here you go Brent. Brent: Awesome. Hey everybody, it’s good to connect with you. I just want to express how much we appreciate you. Everybody who follows us, who’s obviously dedicated listeners of Russell’s program. It’s funny, more and more as we travel with Russell, even locally here in the Boise area, he’s getting like, people recognize him all over the place. They see the jeep, or they see him in the hallway of the hotel and they’re like, “Hey, I’m your neighbor.” Just these random……Albertsons…..it’s just funny. Anyway, a couple of things. I’ve had the privilege of working with Russell for over 11 years and the one thing I think that you just cannot replace, or that’s absolutely needed is hard work. You have to be dedicated in getting this business and be willing to sacrifice what you need to sacrifice to get going. Another thing that I think we’ve learned through this journey is stay nimble and small as much as you can. Don’t go out and try to lease some big office space until you’ve got sales coming in, consistent sales, your business is in good shape that way. Another thing that we’ve kind of followed here in our company is we’ve been slow to hire and quick to fire. Building a team, and Russell’s done a tremendous job of this, obviously we’ve got great partners here. And then that has extended to our team members. Again, we love all our team members. We are essentially a great family of likeminded individuals who are focused on a goal. And the leadership in this company has helped us all work to achieve that goal. So that’s been awesome as well. So stay small as long as you can, be nimble, be humble, but you gotta work hard. Once you do those things, don’t sweat over the small things. We’ve had different variations of an employee handbook, and I’m just finally getting it out here in the next few weeks. And we’ve been in business three years. So don’t stress about the mistakes. We were somewhere, we were at an event in Denver a few weeks ago, it was related to customer support, and that’s very normal. For small startups, that’s very normal. Those things just come, but don’t worry about those little details. They work themselves out. But work hard and you’ll achieve that success. So I will hand this over to my buddy, Ryan. Ryan: So I love talking about this topic, and I think it’s best summarized as, “Worse is better.” You can do a lot more than you think. Gary V told us that when we met with him on the social media side. We’re like, “We already do everything, we already do a ton, we’re on everything.” He’s like, “You can do more.” And I think this is true on everything we do in engineering, everything we do when it comes to product. You’ve heard it in every single answer from everybody to some degree. But I think the killer, underlining subtext to all that, is that constraints are not a limiting factor. They force you to focus, the focus forces you to prioritize, that forces you to do the one thing everyday that’s most valuable so that you can compete with somebody who’s got 40 million dollars in funding and you’ve got three guys in an office trying to figure it out because it makes you laser focus on the thing you have to do every single day. That’s what enables you to compete at a higher level, that’s what enables, and I believe the most important thing we’ve done in our culture is force everybody, from hiring decisions, to business processes, don’t worry about the handbook, don’t over complicate this, simplify this. Because those constraints are what make us as powerful as we are and what enable to be a hundred million dollar company with a hundred people. To grow to a billion dollars with fewer resources and a fraction of the budget and everything else. Everyone else who’s competing with us, they have no idea how we do it. They’re all like, “Wait, how many engineers do you have? How do you do this? How big are you?” it blows their mind and I think that’s the thing they miss. Those constraints are what enable us to do it. Our weaknesses are our strengths and people see them backwards. And we see it the opposite. That’s why everyone’s so blown away and why nobody gets it. I think that’s our secret sauce in many ways. So I love that. That’s our thing. That’s what I learned, that blew my mind. Russell: That’s awesome. Well, I hope you guys enjoyed this episode. Its fun hanging out and we just want to thank you guys so much for allowing us to serve you and serve your audience. We love what we do. We’re obsessed, we’re passionate, we’ve been up for the last two days going crazy trying to figure out ways to do it better. You know, for us, a lot of people say, “You guys made it to a hundred million. That’s crazy.” That’s step number one for us. We’re just getting started, wait until you see what’s going to be coming out over the next twelve months and beyond. We love you guys, we appreciate you, we’re so grateful for the ability and the right and the gift we have to be able serve you guys in what you guys do. So thanks again so much for everything and we’ll talk to you guys soon, bye everybody.

Interesting thoughts after my whirlwind week. On this episode Russell talks about what’s it’s like being an introvert in an extrovert’s business. He shares how you can still be successful while being introverted, just like him. Here are some interesting things in this episode: Find out why Russell loves speaking in front of thousands of people, but can still be awkward one on one. See how Russell is able to get past his introverted tenancies to still be able to sell a room. And find out why you just need to start sharing your message and with consistency you will find your voice. So listen here to find out how an introvert is making it in this extroverted business. ---Transcript--- Hey everyone, this is Russell Brunson. Welcome to Marketing Secrets podcast. Today we’re going to be talking about what it’s like being an introvert inside of an extrovert’s calling. Here we go. Alright so last week was a little bit insane. I think I only slept about 2 ½ hours last night and I am really excited to fall asleep. The kids are almost all in bed, but one of them is finishing their homework so I’m like, I’m going to sneak away and talk to you guys before I pass out and then go back and finish the homework with them so. That’s why we’re here right now. So last week there was an event that I wanted to speak at for a long time and I got invited probably about six or seven months ago. I was looking forward to it and then after someone else….I get invited to speak at a lot of events, and unfortunately I have to say no to most of them just because it’s hard to leave and travel and be away from family, so it’s not typically worth the investment or the time away, especially this level in the business. It’s tough because it’s like, I’ve had people come back like, “Hey we’ll pay you $100,000 to come speak.” And I’m like, I feel like a jerk because to be able to travel there, being there, being able to travel back, it’s like, I could do a webinar and clear way more than that, you know what I mean, and be able to go sleep in my own bed at night and be with my kids that night. So it’s just tough unfortunately. But someone asked me, one of my friends, James Malinchak asked me and since I was already going to be speaking at WarriorCon, which is widespread event that I was super excited to speak at. James is in the same city. So it was like, “Sweet dude. I’ll just drive over and we’ll do this whole thing.” So we’re at the event and I’m like, I’m going to be in LA, what else is in LA? Tai Lopez is in LA, we should go hang out with Tai. Justin and Tara Williams are in LA, we should hang out with them. And it turned out to be really, really cool. Here comes Bow-dog, who has been working on his homework. Say hi to everybody. Bowen: Hey! Russell: Anyway, the vacation was crazy. Basically what happened is Dave and I jumped in a plane and flew out there to LA, and at night we got to the Warrior Event, so we decided to sneak in. We were at the back and we had white shirts on and everyone of the warriors got black shirts on that say “Warrior” on it.  I wasn’t speaking until the next day, but I walk in and they came and grabbed the shirts and like, “Go put these on right now.” So we put our shirts on so we could fit in with the whole cult-ture that their building over there. It was just cool. And then that night I was going to work on slides, I was super tired so I just went to bed. Woke up in the morning and I was going to work on slides, and I was super tired so I didn’t and we went and got massages, don’t tell mom. Massages were really good. Then after the massages I was going to work on the slides, but then I didn’t. And then Justin and Tara came to lunch, we hung out with them for lunch, which was awesome. Then it was like, the ninth hour, or twelfth hour, however that works. So I had to go get the slides done. So I went up into the room, got my slides done, saw Kevin Anderson who does all our Funnel Hacker TV stuff, he came to come film. And Brandon Fischer was there as well, he does all of other video stuff. So it was kind of cool to have those guys come out as well. They were filming the room, walking around, getting a bunch of footage and everything, which is pretty sweet. So you’ll probably see some of this on Funnel Hacker TV soon. But that’s kind of what’s happening. It’s so cool, Warrior was insane. 600 men, just insane, everyone dressed in black, it was really, really cool. I was teaching a lot of the Expert Secrets book stuff, but as I was teaching it to them I was also showing how Garret had done it. The process Garret had done to create the Warrior movement, it was really kind of cool to be like, “Here’s this piece of it, here’s how I did it. Here’s what Garret’s doing, here’s what you need to do.” And kind of go through the whole thing. So I think everyone thought it was pretty cool. The only problem, it’s so bad. I started the presentation and then I come up and Garret does this huge thing to get everyone pumped up and excited and I come on stage and start my slides and my slides aren’t working. And it’s like, I had done all this research to find out, the day we launched Clickfunnels, it was like 138 days later that he had launched his and it had the dates and time and all this stuff in the first slides. So it wasn’t like I could just BS my way through the first three or four slides. They had like pictures and the date and time. I’m like, “Ugh. Well….” So it was super anticlimactic for probably, seemed like an hour, but probably the first 2 or 3 minutes. And then they came back, you know you get kind of thrown off. It took me 5 or 6 minutes to get back on and then I think the rest of the presentation went pretty well after that. That was awesome and then we got done and we were supposed to leave to head to Tai Lopez’s house, which is like a 2 hour drive I think, but also Stu McClarin was doing a charity event…..this is homework, we’ll talk about that in a minute. We’re almost done bud, then you can….. So Stu McClarin is doing an online charity event, so I was supposed to do an interview for that, so I jumped on at the hotel before we left. And of course the hotel internet goes out. It keeps going in and out, so it’s all…..but we did our best there and ended up raising like $22,000 I think for that charity event, which was really sweet to help some families out that have been struggling with hurricane stuff. Then jumped in an Uber, drove to Tai Lopez’s house, they asked us when we got there, “What’s your hard leave time?” “We have to leave at 11:00 sharp.” So we ended up being there until after 1, almost 1:30 I think. We filmed to info products there, ate dinner with Tai and then did an interview with him, which if you haven’t seen yet, it’s online. It ended up being almost 2 hours long, it was really good. I’m going to see if I can get it on the podcast, so I may play here for you guys to hear. It turned out really cool. If I do that I will explain some of the reason behind the podcast. But we got done with that at like 1 in the morning. Jumped in an Uber and got to the new hotel somewhere else by 2. And then passed out and woke up at like 6 because I still had to do slides for the next day’s event. So I was working on slides all day. Then got down, get onstage at James event, closed 30% of the room on our package, did the whole thing and by the time we left, we were driving to the airport and I’m like, I just can’t keep my eyes open, I’m so tired. We drive to the airport, fly home and it’s interesting, because in those situations, I’m onstage, 100’s of people, everyone’s cheering, I love that. That’s me, as Russell the extrovert. I love that. My calling in life and in business is like, requires me to do that, be good at that. Because I gotta stand onstage in front of all of these people and entertain and inspire and hopefully give them the tools they need to be able to move forward. But what a lot of people don’t know is that’s not natural to me. I’m not naturally very extroverted. In fact, my whole entire life up until probably 10 years ago, when I kind of started into this business, it wasn’t even when I started this business, it was way into the business before I realized I had to start learning how to speak, talk. But I was super introverted, in fact, still am very, very introverted. But when I’m in those situations, I’m at an event and I’m onstage, it comes out of me. I love it, I really, really enjoy it but it’s funny because Dave, who’s there at all these events, he told me, “You’re onstage, you’re present, doing your thing, loving it. Then you get off stage and someone comes and asks you a question and you just shrink in this weird introverted, like you can tell I’m not comfortable in that kind of situation.” At James Malinchak’s event, it’s funny because I haven’t spoken at an event like that, where you speak and sell and people can ask you questions afterwards for a long time. And it was just tough because I’m in the back of the room and probably for an hour and a half I had people ask me question after question after question. Which is just like, super uncomfortable for me typically. And introverted Russell was really, really struggling. And then it’s funny, I got home, we took an Uber home, flew home, got back to my house about midnight and the next morning at like 8:00 we had this big church Christmas party that my wife was in charge of. Such a crazy week. So we get there and there’s you know, all the entire church, all these people, and all this stuff, and I’m there with the kids because she was stuff ready. So I bring the kids in and it was just interesting. I come in and totally introverted Russell took over. Not comfortable in that situation. I kind of sat down at the table with my kids and there’s all these amazing people who go to church with us, that I know who they are, I like them, I like them a lot. There’s especially a bunch of guys that I really think are just awesome. And it’s so weird how much fear I have to go and just say hi to them. I hate it. That’s one thing that really frustrates me about myself. In my element, it’s easy to go out there and people come to me, because it’s the brand I built. I go to events and people come and they want to ask me questions, so it’s really easy. It just very naturally comes to me and I can talk to them. But I go to these other places where no one really knows who I am, and it’s just, I’m a person. It’s hard. I don’t know why I struggle so much to just walk up and say to them and talk to them. It’s interesting how much that introvert side of me, how much I struggle with that. I remember sitting there the whole Christmas party, looking around and seeing all these amazing people, people that are fascinated by us, “I want to go talk to that person, I want to ask them a question, or do whatever.” But I honestly have so much fear inside of me, it drives me nuts. All this fear keeps me from going and saying hi, just going and talking to them. And even when they do come say hi to me or whatever, it’s just weird. I’m really good at carrying on a conversation when people come and ask me questions, you know, but it’s like, we’re on mutual ground, they don’t really know much about me or whatever, I really struggle. I always try to think, I need to be interesting and ask them questions about themselves, but I’m just not as good at that. It’s just fascinating, the contrast of the night before I was onstage in front of all these people, people chanting my name and screaming and going crazy, people crying and this whole thing. And then the next day I’m around people that live near me and I can’t even…it’s interesting. So that’s a little glimpse of what it looks like to be an introvert in an extrovert position or calling. So unless you think that I got everything put together, I still get scared to death. One of my biggest fears in life is calling people. I hate calling people on the phone, it scares me to death. That’s why I use Voxer with my inner circle members, that’s why I never, the only phone call I ever answer is from my wife. Everyone else I make go to voicemail, then I listen to the voicemail and if it sounds awesome I call them back, otherwise I just don’t call them back at all. I’ll text them back or I’ll vox them back. Just because I have these weird fears about that. Anyway, it’s not just me, it’s everyone. So don’t feel bad if you are like, “I’m too introverted I’m never going to be good at this business. I don’t dare talk to people.” I get that. Still to this day, I get so nervous behind it. But that’s one of the powers and beautiful things about this kind of business. My thoughts are like, when you are introverted it’s really hard to do face to face, one on one selling. Nothing scares me more than that. It’s funny how we built huge call centers and stuff like that and I don’t think I’ve ever picked up the phone and called someone and sold them on the phone. I don’t think I would even have the guts to do that yet. I can stand in front of a room of a thousand people or five thousand people and sell. For example, I’m speaking at Grand Cardone’s event in February and there’s supposed to be somewhere between 8500 and 10,000 people. I’m so excited for that. The extrovert in me is like, yes, this is going to be awesome, I’ll step onstage, I’ll speak, I’ll sell. It’ll be so much fun. And then afterwards in the hallway, anyone asks me questions I get all awkward and weird. Hopefully someday I figure it out. So hopefully my kids, hopefully Bowen over here, will never be nervous. Do you get nervous from talking to people at all? Bowen: Yeah. Russell: Do you get nervous standing in front of a lot of people and talking? Bowen: Yeah. Russell: Both of them? Bowen: I’m about to do it in front of my entire class. Russell: You’re giving a presentation tomorrow? Bowen: Wednesday. Russell: On Wednesday? Does it make you nervous? Bowen: Yeah. Russell: What makes you more nervous, talking in front of a class of a whole bunch of people, or just talking one on one with somebody? Bowen: Probably the whole class. Russell: The whole class does? Interesting. See for me, I was just telling them, when I’m onstage with a whole bunch of people I feel comfortable, but then one on one I get really nervous. Bowen: if it’s one on one I guess you do kind of get nervous. I mean, it was kind of hard for me to do this because one on one is kind of hard because if you mess up they’ll recognize it. Except if it’s a lot of people, they don’t yell it out. Russell: Anyway, I just wanted to share with you guys tonight, I don’t think this is something anyone is going to learn much from, other than hopefully give the introverts out there some hope that they can do this. And people that are extroverted, help them understand their super powers. A lot of those guys are going to be a lot better one on one and a lot of introverts just seem like….it’s funny, because it’s not just me either. I was talking to Frank Kern and he’s like, “I love doing big events, but it scares me to talk to people afterward.” He’s super introverted. I think a lot of people in these kinds of positions are. So it’s neat because it’s something that introverts can thrive in, in mass situation, but then they’re…even within there they can still have success. Hopefully that helps some of you guys who may get nervous or may think, “I can’t do this, I can’t do this. I’m not like Russell.” I get people all the time, “I’m not like you Russell. I can’t stand up in front of people and just talk for hours.” I’m like, “Dude, but you can talk to someone face to face, I can’t do that. It scares the crap out of me.” I mean, that’s a bad word here, in this family. It scares the..something else out of me. That’s the worse swear word you’re going to hear from Russell. Bowen: Crud maybe. Russell: Crud? It scares the crud out of me. Yeah, that’s way better. Good job.  Anyway, I hope that helps those introverts out here to understand how it is that you can still succeed in an extroverts world. In doing this stuff, the Expert Secrets stuff, putting your voice out there, putting your message out there. Because when all is said and done, the only thing that really matters is the impact you have on people’s lives. So do it, it’s worth it. At first you’re not going to be very good, but if you get consistent with it, you get better and better and better. I think I told you guys, Steven Larsen told me, because I started this podcast back before I knew how to see if anybody was listening to it, so I think for four or five years I didn’t have it hooked to any stat system. And I’m glad I didn’t know because I just kept doing it and doing it. And Steven Larsen said to me one time, “Yeah, the first 45-46 episodes weren’t very good. After that it started getting really, really good though.” But that’s how it kind of works. It’s all about you guys getting out there and sharing, sharing, and sharing and eventually you’ll get comfortable with your voice. I just watched Alex Charfin, he launched his Momentum podcast after the Pirates Cove mastermind this year, and he’s passed like 80 thousand downloads, which is awesome. And what he just posted on Facebook about it was just, because he thought about doing a podcast forever and I was the one that was like, “Dude, just do it. You’d be awesome at it. Just jump off the cliff.” And he said that by doing it, it was really cool. He’s like, “I found my voice. People started finding me. Other people referred people and my audience grew. I have people listening to my voice every single day and it’s just like such a good thing.” But again, it’s all about just doing it. And the more you do it, the better, the more your message will get clear, the better you’ll find your voice, the more comfortable you’ll feel. The nicest thing about these mass media things that we have, podcasts and videos, webinars, things like that, is that even if you’re introverted you can still do this because you don’t have to talk face to face to anybody. You can do group selling, group everything and it’s awesome. So there you go, that’s all I got. I’m going to go get this kid to bed, get his homework done so I can go to bed because I am so tired. Appreciate you all, talk to you soon. Bye.

The two most important things your can do between now and the end of the year to double your business for next year. On today’s episode talks about his upcoming meeting with his partners to plan next year, and goes on to explain why he’s simplifying his value ladder and his life. Here are some awesome things you will hear in this episode: Why it’s important to have a planning meeting with your partners to decide what you want to achieve for the next year. What kind of things Russell is doing to simplify his value ladder and why he’s doing it. And why Russell is turning off two programs that each do well over a million dollars each year. So listen here to find out how you too can simplify your value ladder. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. Hey everyone, so I’m out walking, I just took the garbage out. If you look out here it is getting close to Christmas time, Thanksgiving is over. For those who are watching the video, these are the lights we have wrapped around our house, lighting up for the Christmas holiday, which is kind of fun. So I’m just going to walk around here so you guys can see my face and get enough light to connect on camera. For those who are listening in, I hope you had an amazing holiday, Thanksgiving, getting ready for the end of the year. The end of the year is always a fun time for us marketers and entrepreneurs because it’s focusing and planning for the beginning of next year, which is coming soon. So it’s kind of fun, we got not this week but next week, Todd and Ryan and everyone’s flying here to Boise and we’re going to be doing a big partner meeting and planning out the rest of this year, world domination for next year and set our big HAG’s, our big hairy audacious goals, figure out what we’re going to do and reverse engineer that to make it possible. It was kind of fun, I was watching a podcast I did last year that basically said, “These are our goals, here are the five Hail Mary passes we’re going to do to try to hit those goals.” If you haven’t listened to that podcast, rewind to about a year ago and listen to it. That’s what’s going to be the goal of this meeting. We’re going to set our big goal, what we’re trying do and then I’m not going to just have one execution plan, but here’s four or five things we’re going to do to hit that goal, if one or two of them hit, then we’ll hit these crazy big goals. That’s what we’re going to be doing, not this week, but next week. So I’m sure I’ll be doing podcasts from there talking about it. But I’m excited for that. If you haven’t done that yet, make sure this year before the end of the year that you spend some time and block it out with your team and do that. Figure out again, what’s the big goal, and reverse engineer what you gotta do to make that happen. And then from there figure out 3 or 4 different Hail Mary passes that you gotta throw to get your big goal. So that’s kind of what we’re going to be doing, I’m excited for it and it’s going to be fun. So what I wanted to share with you guys tonight really quick before I head back in, because it’s a really beautiful night. It’s not too cold, it’s just kind of nice for a little walk around the yard. So what I’ve been working on, on my side, and I talked about this a little bit after inner circle meetings, one of the big aha’s. It’s kind of funny how we go through these cycles, we know things and then we forget them and re-realize them. But the Dotcom Secrets book we talk a lot about the value ladder, right. And it’s funny because ever since we launched Expert Secrets we haven’t talked as much about that. Because Expert Secrets is all about figuring out the first part, the what and how. What are you selling and how are you selling it. So it’s like figuring out how to create your offer and how to position yourself, create your mass movement, figure out what you believe and what you don’t believe, what’s your future based cause, who are your people, all those kind of things. And then you create a message, presentation to get people to follow you to sell your products and that process takes a little while. You gotta re-do your presentation four, five, or six times until you get it perfect, and then you’re driving traffic and you keep doing that. And eventually if you do it enough times, follow the process, do a webinar live every single week for a while, keep tweaking and changing based on what we talked about in the book, eventually you hit it and you know you hit it because you go from $0 to a million dollars fast. That is when you’ve figured out the what and the how. What it is you’re actually selling, and how you sell it. So eventually you get that figured out. Now the next phase is really shifting back to the Dotcom Secrets stuff. Now you got customers coming in, and this is where entrepreneurs start freaking out because then they start talking about the value ladder. I need upsells and downsells and backends and frontends, and they start going crazy. And what I want to talk about is the big aha I had from the inner circle meetings. I’m watching the people that are crushing it and the ones who are struggling, and the consistency amongst the people in the inner circle that are killing it is that most of them came in and had one thing figured out, and they got that working. That’s about the time they joined the inner circle, right. Because people need to be making about a million bucks a year to be in there. So it’s kind of the fit, right. So they came in the group then, and then they’re trying to figure out what’s the next, how does it all work? And really what’s interesting, the people who are growing the fastest, what they’re doing is they’re very systematically building out the backend of the value ladder. And most value ladders are simple, in fact, traditionally most people making money, they focus on the middle first. The webinar or something like that in the middle. They build out the backend, whatever that thing is, and then that’s done. You have the middle and the backend and it stops. You don’t keep creating any more backend stuff. That’s the end of it. And then what your business is moving forward is creating new front end offers that bring people into the middle of the value ladder, which is essentially the backend. And I started looking, it was interesting, I lost my way, I’d forgotten these lessons. It’s funny, I kind of created them in the Dotcom Secrets book and I forgot some of them. It’s been a little while since I revisited those thoughts. And what I realized is that my value ladder came and kind of split up and broke off and there’s all these different things that people could do. And it was, we’re monetizing a bunch of them, but there’s confusion. So it’s interesting, there’s actually two programs that we have, both that do well over a million bucks over a year that I am turning off. Not because they’re not awesome, they are. Not because they’re not making money, they are. It’s because they don’t, they’re deviants, they deviate off the value ladder. My value ladder’s very, very simple moving forward. So the rest of this year, I’m trying to get these few things in place to execute on that. But it’s very simple. What it is, we have a webinar where I sell Clickfunnels, Funnel Building Secrets, which is the new Funnel Hacks, Funnel Scripts and Traffic Secrets. Those four products, bundled together, own six full months of Clickfunnels for $2,000. That’s what I sell, that’s the thing. I did a webinar a couple of weeks ago, it did really well. That’s what I sell, that’s the middle of the value ladder, $2,000 thing. On the backend of that we have our Two Comma Club Coaching, which will be releasing here probably at the live event. And that will be where we take everyone to and that’s the value ladder, that’s the backend. Inner Circle is full, so we’re not taking any more people in there. So we’re going $2,000 for Clickfunnels and then whatever the pricing is on the Two Comma Club coaching that’s coming up and that’s it. And that won’t deviate, that won’t change. That’ll be the same for forever. And all I will be doing, from this point forward for hopefully the rest of my life, the rest of my business career is just creating cool frontends. So I’ll have the Dotcom Secrets book, which is a frontend, then the Expert Secrets book, which is a frontend, eventually we’ll have Traffic Secrets, the Marketing Secrets and other ones. Perfect webinar, all these other things. I’ll just be having fun and creating frontends, but the only point of frontend is to get people to ascend up to the $2,000 and from the $2,000 to the Two Comma Club coaching. And that’s it, that’s my business. And I get to figure out cool and new ways to sell frontends and that’s all I’m doing, selling frontends. That’s it. So it’s very simple. So all of your creative juices in entrepreneurship is on figuring out the next event, the next backend and all that kind of stuff, it should be simple. It should just be, what’s a cool frontend we can drive more people into. And that’s kind of the game, so I’m excited. You’ll see some of the tweaks I’m making now with this severe hyper focus on the value ladder. Somebody buys the Expert Secrets book, if I know that this is my severe hyper focus thing, what’s the process I’m taking them? They buy the book, they go through the upsell, downsell process, the thank you page I’ll have a live presentation right there of me pitching the $2,000 thing. Right there and after they finish that it’s like, “Hey, do you want to apply for coaching? Come here.” And it’s just, that’s the process, very simple, very easy. We’ll just replicate it over and over again. So anyway, I’m simplifying my business, simplifying my life. Hopefully those of you listening to this will simplify earlier, not later. Because sometimes we get all excited and then next thing we know there’s a billion things happening and….simplify now. Anyway, that’s all I got for you. I’m heading in right now; get to bed because we got a crazy week starting tomorrow, which I’m excited for. Hopefully this gives you guys a couple of things. Number one, hopefully it gives you guys some thoughts on doing your team core planning meeting with you and your partners. If it’s just and your employees or whatever it is, if it’s just you and your spouse, or just you. Sit down and plan next year’s goals, figure out, reverse engineer what you need to do to actually execute on that and hit them and then figure out what the 3 or 4 Hail Mary passes are you’re going to need to throw to be able to get the big goals. And number two is really map out your value ladder, try to simplify it as much as you can. That’s what I’m doing. You guys will see it, coming January first, a bunch of new, fun, clean, simplified things will be coming out of team Clickfunnels here. So I’m excited for it. That’s all I got. If you haven’t got your tickets for funnel hacking live yet, they’re getting close to being sold out. We sold a ton of them over this last weekend. So if you don’t have your tickets yet, now is the time, go to funnelhackinglive.com. That’s about it. With that said, appreciate you all, thanks for listening, thanks for subscribing and we’ll talk to you all again soon. Bye everybody.

This is the marketing secret I’m dusting off from the archives of one of the greatest campaigns we ever ran. On this episode Russell talks about going old school with a technique he used to use that worked every single time. He gives all the information you need to be able to do it for your business. Here are some cool things on this episode: How Russell used to use this technique back in the day. How you can use it to build curiosity, which translates into people signing up for a membership site. And why Russell himself hasn’t used this technique in a while, but why he’s going to use it again very soon with Clickfunnels. So listen below to find out what awesome technique Russell used in the past with massive success, that he plans on using again. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. I got something exciting I want to share with you right now. Alright everybody, there’s something I talked a lot about in my inner circle recently, it seems like a lot of people are launching membership programs, membership sites. Have you guys ever had something where you did something really successful for a long time and for some reason you stopped doing it and then you don’t know why you did? So that’s one of these ideas that came out, so I shared it with a bunch of them and they’re all going crazy and a bunch of them are all trying it out right . I was like, man, this should be a marketing secret that I share with everyone else. So I’m bringing it to the podcast. So this is what it is. This is a way, if you’ve got a membership site, to stimulate growth really, really rapidly. It can help you get a hundred signups in like a day, or 200 hundred or 1,000 depending on how big your thing is. How to get a whole bunch really, really quick. I haven’t yet done this with Clickfunnels, but I’m going to. Maybe I’ll do it on January 1st….anyway, I don’t know. But I used to do this back in the day on our membership sites and I saw initially, the person I modeled and did this first was a guy name Alex Mendosian and they did it to fill up a whole bunch of people in their software program, which was kind of cool. So I watched them do it, and then I did it four or five times afterwards and it worked amazingly well every single time and then for some reason I stopped doing it. Because that’s what we do, when things work we just stop doing them sometimes. The ADD-ness of an entrepreneurs mind. Anyway, so this is a really important, really cool one. So this is the strategy. I will walk you through all the pieces, and hopefully it gives you guys a tool you can use anytime you want to sell some stuff really, really quick. So what we do, is we would promote it, I did it back in the day of the teleseminars. I think it would still work with teleseminars, in fact, it’s almost….anyway, who knows. It will definitely work with webinars as well, or Facebook Live, or a lot of different ways you could do it. But the big key is you’re promoting an event. The event is to talk about something cool. A new discovery you’ve figured out which is brand new to whatever you do. There’s different ways to position it. If you read the Dotcom Secrets book there’s 5 different curiosity hooks we have in there. But my favorite one for this is, “Oh my gosh, I figured out this thing, I want to show it to you guys live. So you have to be on this thing because I’m going to teach you, show you, walk you behind the scenes of this new thing that just came out.” A new discovery is the hook that I love for this the most. For example, last time we did this, this was back when we had, when we were focusing more on business opportunity seekers as opposed to entrepreneurs, and we had figured out a way to generate leads, it was really cool what we were doing. We were going to CPA networks and there were these offers that were getting a thousand sales a day and the people who had these offers, would actually sell you the leads. It’s not a strategy that I believe in or I would recommend or I don’t think anyone should ever do, but it was a really cool thing. So we were tapping into these CPA networks so that offers, basically when someone would opt in for an offer and then they would buy that person’s product and we would get the lead put into our auto responder, kind of like code reds, but a little different. We were getting a couple thousand leads a day coming in and it was really, really cool. I probably shouldn’t have told you that because now some of you guys will be like, “Teach us that.” But don’t. It’s a horrible idea. It will get your auto responder shut down; people won’t know who you are. It’s not spamming, but it’s as close as you can get without having legal issues. So don’t do it, it’s bad. But back then, it was the new opportunity, the new thing. I was like, oh my gosh this is amazing. So what I did, I did this teleseminar. I was like, “Hey I want you guys to jump on and I’m going to show you this new way that we found out to get an extra three thousand leads a day. And it’s happening every single day, it’s crazy.” People are like, “What?!” They’re going crazy, they want the thing. So they get on, and this is a mini, it’s not a perfect webinar, so don’t think of it as the perfect webinar. This is me talking about a new discovery I just had and I’m going to teach them what it is. I said that with emphasis on purpose. I’m teaching what it is. What is the thing. So it’s the what, not to be confused with the how. There’s a what and there’s a how. So this is the what. This is what this new thing is. So for 45 minutes I told the story about how I figured this thing out and where I met this person and how it worked and I showed them exactly what it was and here are the offers that the CPA offers in there. And here’s how you plug in your auto responder and this is what it was. And from there we’re getting three thousand leads a day, coming in consistently. So I showed the what and people were going nuts. Oh my gosh, I want to do this. But the problem is they know the what, but they don’t understand the how. How you actually do it, how you find the offers, the people, how do you negotiate, how much is it going to cost? All those kind of things. So they know the what, but not the how. So you show them the what in a 45 minute thing and this is basically you telling the story about how you figured out the what. If you tell them the story about how you figured out the what and the result you’re getting from the what, and they’re like, “What the dump?” that’s a Brunsonism I think. “What the dump?” And then at that point you step back and say, it’s a clock, so you start at the top of the hour, spend 45 minutes. And at that point where they’re like, “What the dump? I need this.” You say, “Wait, I actually am not going to show you, I don’t have to show you this right now. But for all of my members over here inside of Clickfunnels, inside of my membership site, inside of whatever my thing is, I’m going to be doing a 90 minute break down and I’m going to show you exactly how to do this. HOW to do this.” “So if you’re a member, congratulations! Log into the members area, the call in number or the login number for the webinar is right there on the dashboard. It’s there, go login, jump on the training. This is a live training, I’m doing live. I’m not recording it, I’m not going to share it ever again. It’s happening one time and one time only. If you want it, now is the time. So go login to the members area, and go login.” “If you’re not a member yet, you’ve got exactly 15 minutes before this training starts. In 15 minutes the clock hits the top of the hour, I pull it off the page, and if you wait to sign up til 5 minutes later, you missed your shot. It is gone forever. The only way to ever understand the how on how to do this, is to be on that live training. In fact, we got 3 other experts, the people you need to meet, the person who’s going to help you get this thing started, whatever it is, is going to be there on the call. But this is a onetime only, not being recorded, and it starts in exactly 14 minutes. So you better hurry now. Go sign up right now for the trial at whatever.com.” You push them into the membership site fast. People freak out. They’ve got this 15 minute window to go signup, get their account, get logged in, get the downloading, so they can get in on this special live training to show them the how. So that’s the marketing secret. That’s the trick you guys, it’s like the coolest thing ever. So again, to kind of recap, you’ve got to have a really cool new discovery. You have a new discovery and you want to show them what it is. You get people to come onto either Facebook Live, the teleseminar, or the webinar, it doesn’t matter the vehicle you’re doing it through, just get it on a live event that’s happening so you build some curiosity, anticipation, getting excited. You get on there and say, “This is the what. I’m going to show it to you.” And you tell the story about how you figured out the what, you show them the big result that you got from this what. And you say, “look, in 15 minutes for all of our paid members, we’re starting the how training. So go login and jump on the how training, we’re going to show you what to do. If you are a member, congratulations, it’s in the members area. If you’re not a member yet, you have 15 minutes before this puppy goes live, so now’s the time to start running. And go.” And you’ll watch your phone with all your stripe notifications, “Ding, ding, ding, ding, ding.” I’ve seen times when we’ve signed up 4 or 500 people in 15 minutes for membership sites, which is insane. So it works. Let’s say your list is smaller, you only sign up 100 people. It’s fine, the conversion rates on these, especially if you have a free trial for the membership site, the conversion rates on these things are like 50% of the people who are on your webinar will sign up, it’s crazy. Again, I have not done one for a long time, but I’m going to probably do one for Clickfunnels here maybe in January. That’ll be fun. I’m going to do it, you’ll see me execute on it. But most of you guys should have enough intel to be able to do it faster. So there you go, the what and the how is pretty awesome. I hope you guys love it, I hope you guys use it. Let me know if you do, and if you got any value from this, please share this episode and all episodes with your friends, your family members, other marketers, people you know could benefit from this. Again, this is the Marketing Secrets podcast, thanks so much for everything, and we’ll talk to you guys soon. Bye.

A conversation I had today explains the reason why most businesses end up suffocating and dying. On today’s episode Russell talks about something awesome he witnessed with his kids school. He goes on to talk about discussing marketing with another parent at school and why he considers it the lifeblood of a business. Here are some of the insightful things in this episode: Why marketing is the lifeblood of a company. How cutting back on marketing in a business is like putting pressure on the carotid artery in wrestling. And how to get a successful business by tripling down on your marketing. So listen here to find out why you need to become obsessed with the marketing of your product, rather than the product itself. ---Transcript--- What’s up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast. I hope you guys are doing amazing today. Alright everybody, it is the day before Thanksgiving. We have 20 bubble soccer balls being delivered to my house; we’re going to be playing a huge bubble soccer game on the smurf turf, which is really exciting. Or the Astroturf, we call it smurf turf because of the blue here in Boise. Looking forward to that. But everything’s getting ready. We had wrestling practice this morning with the kiddos, and I had some cool experiences that happened there. One that was just a special moment that I want to share with you guys and one that was the reason why most people aren’t successful in business. So I’ll give you both and hopefully you’ll learn a lesson from the two. So number one, it’s really cool. At the kids school, there’s a kid, it’s kind of a crazy story. Apparently his mom and him both found out they had cancer about the same time, together. It’s a cute little family, a little kid named Nico. So at the Junior high, or middle school, whatever you call it, it’s gotten around this story, and trying to help them out. It was just cute, all the kids wear Huskies for Nico t-shirts. Dallin had a shirt on today that said Huskies for Nico. They do fundraisers for Nico and all these things, it’s just such a cool thing how they’ve gotten the school behind this one person, this one cause or movement. And its cool, I always talk about building mass movements and things like that, but I think a lot of times these little private, intimate movements that mean so much to people and really help people to become something more. And it’s just cool watching this and watching my kids participate in this movement for a little kid in their school named Nico. So today at wrestling practice we got all these, probably 60 or 70 wrestlers out there training to be warriors, trying to be tough and everything. In the middle of practice Nico and his dad came in, and when he walked in the whole room went silent out of respect for him. It was just one of the neatest experiences that I’ve witnessed in a long time. I got chills sitting there watching and all the kids sitting there looking at him and talking to him. They came in and they presented him, because Nico was a wrestler as well before all these problems happened. So they gave him wrestling t-shirts and sweatshirts and stuff like that. And then they had Nico lead a cheer. So they brought everyone in and did their cheer. And it was such a special, such a cool thing. So anyway that was a fun thing that happened today. And then afterwards I was talking to one of the dads, and the dad’s a successful real estate dude here in Boise, and it’s kind of funny because he’s like, “Hey I recognize you. I see you in my newsfeed every single day.” I’m like, “Sorry about that. Wish I was better looking.” But it was kind of funny because he was in there and we were talking for a while afterwards and it was interesting because there’s a big reason why more people aren’t successful. It’s a mindset little tweak and it’s something he had, definitely. So I want to share with you because if you’re stuck in this mindset tweak, it’s what’s keeping you back. I did a podcast episode, I don’t know a hundred podcasts ago talking about not outsourcing your lovemaking, and in there I talked about if you look at a business, it doesn’t matter what you’re selling. If you’re selling houses, cars, supplements, it doesn’t matter what you’re selling, you’re selling. That part doesn’t matter, it doesn’t matter what business you’re in, the marketing is the only thing that matters. It’s the only thing that’s actually the lifeblood of a business. It’s what drives leads and customers and sales. It’s the only thing that actually matters. I could take my marketing systems and plug them into any business and it will work.  Because business psychology’s insane, how we can get leads and it’s the same, how we convert those leads is the same. So we’re talking to him and he’s like, “Yeah, I saw Clickfunnels. I just haven’t done it yet.” I’m like, “Oh, whatever.” It doesn’t affect me at all. And he’s like, “Can I ask a question? Do you guys do stuff for real estate agents? I watched the viral video with the squirrel and the prospector, sounds like it’s only for selling products.” I’m like, “No, it’s for, it generates leads, sells products, whatever you need it to be.” And he’s like, “Oh, do you have anyone in real estate doing it?” I’m like, “Yeah, we have tons of people.” Off the top of my head we have like a half a dozen people or so that are killing it, real estate agents using it. In fact I even told him, “There’s a guy that’s got one of the biggest brokerages here in Boise, he’s using it.” He’s like, “I hired some marketing company to do that for me and they’re trying to get us leads.” And I’m like, “So is it working good?” and he’s like, “No, not really. I wish we could just get rid of all the leads, but all the other agents underneath us, they want the internet leads so we have to do that and I don’t like it. I just think it’s done. Right now we’re selling about a hundred houses a year, if we got to the point where we had 200 houses a year, then we could afford to hire a full time marketing person to generate leads and stuff.” As a marketing guy here, I wanted to grab the guy and be like, “What are you…how do you not understand this?” it’s like saying, let’s say you’re struggling in your marriage and you’re like, “My wife and I when we start having, when marriage gets good and we’re happy and everything is perfect, then we’ll go to counseling.” No, counseling or whatever it is, is what gets you there. It’s just funny, when we’ve grown high enough that we can afford someone to generate leads, then we’ll generate leads. No, you can’t afford not to. You should stop everything you’re doing and the only thing you should do is generate leads. It’s funny because he’s like, “The biggest person in town, they sell a thousand houses a month, but they’re doing all of it online and generating all these leads online, but they’re able to do it because they’re selling so many houses.” I’m like, “No, you don’t understand. It’s because they’re doing that they’re able to sell so many houses. It’s not because they have so many houses they can do it. It’s like the chicken and the egg. It’s like you’re trying to cut off the oxygen to your brain, your brain will stop. So don’t, it is the lifeblood….” And he’s like, “Can we hire you guys to do that stuff for me?” I’m like, “No, we certify people that can do it, but if you really want to be successful, you have to become the head of the marketing. You cannot outsource your lovemaking. You can’t do that in business and expect it to be awesome. In your marriage if you’re like, okay this is my wife, I’m going to outsource the lovemaking to somebody else, your marriage is going to fail. It’s the same thing in your business. It is the lifeblood, it is the thing that gets customers into your world and gets them to like you and believe you and trust you and give you money. It’s the most important part of business.” I think the biggest problem, it’s funny, if you listen to the Emyth by Michael Gerber, he talks about this. People are technicians and they have an entrepreneurial seizure and they think they want to start a business because they work at a cake factory and they see the dude who runs the cake shop and they’re like, “This guys a moron, I could do a better job than that.” So they start their own business and they’re not entrepreneurs, they’re dudes that build cakes. It’s like, the dude that builds the cake, anyone can build a cake. You can hire a lot of people to do that. It’s the person who is going to actually sell the crap out of the cakes that runs the business. If you don’t have that, your business dies. It’s funny, in 2008 when the economy crashed and all these companies were crashing, I see all these people in the companies that their first instinct was not, let’s lower costs on stupid stuff. They all cut their marketing and their sales budget. I’m like, okay we’re struggling, let’s cut off the lifeblood to our head. Like in wrestling, when I’m wrestling somebody, there’s a little, for those watching the video, right here on both sides of your neck there is a thing called a carotid artery. And if I’m wrestling someone and I get them in a front headlock, if I put a little bit of pressure right there, against the carotid artery, that fast the blood flow stops to your head. It’s not like someone chokes and eventually you die. But with the carotid artery, if I touch it right, that fast you will black out. It’s really fun when you’re wrestling somebody, when you’re getting it, you get it and boom, and his whole body goes limp and you flip him over and you pin him. Because it’s the blood that goes to your brain. If you cut off the blood, it’s like a second and you’re out cold. And I take it back off and the blood keeps coming and you’re back alive. So companies go and cut off the lifeblood and then the company dies that fast. That is what’s keeping you alive. In times of bad economy, triple down on the advertizing, triple down on the marketing. You guys all know that. I’m preaching to the choir here. But for everyone else, I just wanted to kind of talk about that because I thought it was so funny. I told him that and he’s like, “Oh, lead generation for me is nurturing the clients we have and things like that, and we can’t outsource that. That’s my lovemaking.” Or something. Anyway, so that’s all I gotta say. I don’t even know what to say. If you want to grow a company, focus on the marketing and sales of the thing. I know most of you guys are in business because you love the thing you do. That’s awesome. But if you want to have a lot of people use that thing, you’ve got to become obsessed with the marketing of the thing. That is the key, the marketing of the thing is the business. The business is not the thing. The thing is the fulfillment of whatever you want to do, but the business is the marketing of the thing. And that’s the only thing that actually matters because without that, your company dies. With that, the lifeblood goes off to your brain and instantly you’re out cold. That’s why I look at us versus other SAAS companies, other SAAS companies are focusing on hiring these huge teams of people to do whatever, I don’t know what they even do. We focus on marketing, marketing drives it. So there you go guys. I hope that helps some of you guys who are thinking and wondering, “I’m going to hire a marketing team.” It’s hard to do. You can do it, but if you really want to grow, you’ve got to become obsessed with the marketing of your thing. You’ve got to not try to outsource your lovemaking and realize that that is the business. And if you want to be in business, you want to be an entrepreneur, like the entrepreneurial seizure you had trying to start this cake company or your whatever thing is that you sell. If you want that baby to survive and to live, being obsessed with the thing is not going to do it. It’s being obsessed with the marketing of the thing. So I hope that helps, I appreciate you all. I’m going to go, I got a couple of hours to work, get my to-do list killed, crushed so I can have a Thanksgiving that’s not stressful. For those who know, us entrepreneurs, my buddy Alex Charfen always says, we’re all about momentum.  So it’s like, Thanksgiving scares me because there’s no momentum. I gotta get so much momentum over the next four hours; before I gotta go back home that it will knock down any dominoes tomorrow that are standing up when I’m trying to relax with the family. So that’s it you guys. I appreciate you all, have an amazing day. Bye.

If you structure your value ladder right, you’ll never have to do a payment plan. On this episode Russell answers a question posted on Facebook about why he doesn’t do payment plans. Here are some of the awesome things he has to say in today’s episode. The reason Russell doesn’t have payment plans, and it’s not only because he doesn’t sell to broke people. Why being handed an already successful business that you didn’t have to work for will usually cause it to fail. And how Russell justify’s giving away stuff for free and what his philosophy about it is. So listen here to find out why Russell doesn’t usually give an option for payment plans. ---Transcript--- What’s up everybody? It’s Russell Brunson, welcome to Marketing Secrets podcast. Tonight we are going to be hanging out with some Cinnamon Toast Crunch. Alright so, why am I talking real quiet? Because it’s late at night and the wife and kids, everyone is asleep. Why am I eating Cinnamon Toast Crunch? Because I have committed that by Funnel Hacking Live I’m going to be in shape. So, Bart Miller who helped dress me at Funnel Hacking Live, he just went through this big body transformation, got ripped with a six pack and everything. I was like, “Alright Bart, we’re going to do it, just get me in shape.” So we’re going to do it, but it doesn’t start until the day after Thanksgiving, so I got a week to eat garbage. I’ve been eating really healthy for the last 6 months, right now I’m going to go as unhealthy as possible so I’m eating Cinnamon Toast Crunch at like midnight. How great is that? I’m pretty excited about that. Alright, I was just going through Facebook right now and somebody asked a good question, they said, “How come RB (I’m assuming that’s me, hopefully), why doesn’t Russell use payment plans on anything?” It was fun because all the, everyone’s just kind of throwing out their guess of why they think I don’t use payment plans and stuff like that. I’m just going to tell you why. A couple of things, first off, it’s not that I don’t believe in payment plans. I think a lot of times you will make more money when you offer payment plans, but there’s just things about it that drive me crazy. Especially online, one of the big ones to drive me crazy is the fact that there’s no repercussions if someone signs up for a thousand dollar course and you give three payments or whatever, and they do one of the three payments and then they don’t do anything else. There’s nothing you can do, you can’t go after them, you can’t call them out. It’s just kind of frustrating. In the digital world, unfortunately there are a lot of people who, they’ll get one payment through, they’ll go through some of the course, then they’ll feel okay not doing it. It just kind of bugs me. That’s not really the real reason. You know the real reason why I don’t do them for the most part, and I won’t say that I won’t do them because there’ll be situations I’m sure I will in the future. One of our new higher coaching programs will be having a payment program, which I’ve never done that in the past, but we will be just to be helping people with cash flow and stuff like that. But the main reason I don’t is because, one person commented and said, “Russell doesn’t do it because Russell’s rule is don’t sell to broke people.” And well, that’s mostly true. It’s not that I don’t like broke people or that I don’t want to help them. But if you study my stuff, especially Dotcom Secrets, in the book I talk about the value ladder. I’m taking people up the value ladder and I know full well that people likely come into my world and they don’t have money when they first come in. So I’m like, okay how can I provide the most value possible so they have everything they need to be successful? On the front end, on my books, my perfect webinar training, things like that that are free plus shipping or really, really low price. I don’t hold stuff back on that. Dan Henrie’s a good example, he struggled for years, read the Dotcom Secrets book, learned how to do my webinar, did it and made a million bucks in 5 months. I’ve been giving away the perfect webinar now for 2 or 3 years, just the script and the video and power point slides. And people always ask me, “Why do you give it away for free, your best stuff?” I’m like, “Because if someone uses it and they make money, they can afford my expensive stuff.” So for me, that’s really more of my goal. I want people to come in and I want them to use the stuff I have and it makes them more money and then they can come for the next things. If they’re jumping up four or five tiers, if they have money that’s fine, they can short cut success, but I almost feel like sometimes, it does not serve your customer to short cut their success. When we first started doing Funnel Hacker Tv the very first time, I was just taking businesses, a few I liked, the people, the entrepreneur, but they weren’t having success yet. We would come in and just do all the work for them, launching their businesses. And what we found is people weren’t ready for that. We’d launch it and hand it back to them, and the people who get these businesses back, they hadn’t learned all the stuff they needed to have success with it. And they struggled and then despite the fact that I gave them the keys to a Ferrari, they couldn’t drive the Ferrari. I think sometimes we do ourselves a disservice. Sometimes people just jump too far too fast, spend a bunch of money they don’t have, and then try the thing and it doesn’t really work because they don’t have the foundation stuff they need to get there. Business is all about for us, increasing our capacity. When you first start a business you have a big capacity to do a lot of stuff. I did, when I got started my capacity was, I struggled to read a book. Then I read a book and I was like, that book was awesome, and my capacity expanded a little bit and I did more and it expanded, more and it expanded. Now 15 years later we run a huge company where we’re one of the top two or three most visited websites in the world. Making a lot of money, doing a lot of stuff, helping a lot of people, all those things. But if I would have just been handed this 15 years ago, I promise you I would have destroyed it. Not because I wanted to, but because I wasn’t ready for it. And I think a lot of times, I know I could sell more stuff if I offered these huge payment plans to let people in, but the reality is someone comes in on a payment plan they can’t afford and they’re trying to learn stuff and then they can’t afford it, and then they go buy traffic and other things they need to do and they can’t afford it, it doesn’t really serve them more, or me. So I want people to grow with us. So that’s why we do stuff, the way low ticket stuff, mid tier, high tier things like that. That way people come in, they learn, they apply, and if they get value they should naturally ascend up, right. It’s kind of like in my stack I have a line that I say in there, it’s funny because it’s a really good closing line, and I’ve had a lot of people knock it off since I started using it, but it’s true for me. For me it says, “I have a philosophy here at my company that if I can’t make you money then I don’t deserve yours.” And I honestly do believe that, which is why I don’t just go hard close them on these huge payment plans. We see a lot of people do product launches, they’re selling a $2,000 course, or twelve payments of $300. I’m like, the problem with $300, I remember me in those days and that was a lot of money. It almost does them a disservice. If I have twelve payments of $300, twelve months from now, I’m going to have my stuff in place and start buying ads again because I got this huge budget of $300 a month. So that’s kind of my thoughts. So I hope that kind of helps. Again, it’s not that I won’t do payment plans, I will do them in the future. There will times and seasons I will do them. A lot of businesses I recommend them. So it’s nothing against them, I just think for me personally, that’s my goal, that’s my vision. Just try to blow people’s minds at every step of the value ladder, and if I do that correctly then they’ll be able to afford the next thing and the next thing and the next thing. You know, I could tell you probably a couple dozen examples of this but Dan Henrie is one of my favorites. He joined the Inner circle and he posted on Facebook. He was like, “I don’t know why I joined Russell’s inner circle, I feel like I got, I made a bunch of money and everything, I don’t really need to be, I don’t really want to be in it. But I feel like I owed Russell 25k for all I got for the free book I bought.” How cool is that if your customers feel that way. Man, I got so much from this I feel like I owe you. I need to invest in higher ticket things because I got so much down here. That’s what I’m trying to create. So there you go, I hope that helps you guys. I hope it helps you, again, obviously we’re talking about this for my business which is teaching business owners how to grow. So it’s very applicable because it’s like “Hey make money here and grow.” But it’s the same with any business. Let’s say your business is helping marriages right. You give them something free and it increases the spark in their relationship or it fixes something and they feel better, man they will want to give you more and follow you further and all that kind of stuff. So anyway, it’s a fun game we play. I love it. I appreciate you guys, as customers, as friends, as subscribers, listeners, and I hope that you got some good ideas out of this, I’m going to get back to eating my Cinnamon Toast Crunch before it all gets cold, gets soggy. It’s a little soggy already so I’m going to go. And by Funnel Hacking Live I will be sexy. I promise you guys, I will have a six pack. And if not then I won’t say anything else about it. Alright everybody, talk to you soon. Bye.

A quick play-by-play of the last 24 hours of my crazy life. On this episode Russell talks about the last 24 hours of his life and the events that made it feel crazy. Here are some of the interesting things you will hear in this episode: Find out why Russell is being sued by a Clickfunnels customer. Hear about some other legal problems that Russell has been dealing with for quite some time. And find out why Russell and his family had to take trip to the ER. So listen here to see why Russell’s last 24 hours have been such a stressful roller-coaster ride. ---Transcript--- What’s up everybody? This is Russell Brunson and welcome to the Marketing Secrets Podcast. Tonight is going to be a late night reflections episode. Alright, I don’t know if that’s really a thing, a reflection episode, but it has been, the last 24 hours of my life have been insane. I learned some really good lessons along the way. I just wanted to sit here and talk it out with you guys if you don’t mind. Hopefully you’ll get something out of it. So some of the back story, we are in November, for those who are watching or listening to this later, it’s almost Thanksgiving; it’s about a week away. It’s been interesting, working on a lot of really neat, amazing projects and some things that I feel are part of, I don’t know, it sounds cliché  but part of my mission in this life. It’s not building, it is indirectly building funnels, but it’s for who we’re building them for, what we’re doing and what we’re trying to accomplish with it. Things that are really, really good in life. And what’s interesting, I know that everyone listening has got different beliefs, but what’s interesting is whenever you try to do something good, the adversary, call it whatever you want, fights against it. And I was starting this project with this group we believe in and start moving down this path, I was warned by a lot of people who were in this project saying, “As you start trying to move forward towards this thing, the adversary, or whatever you want to call it, is going to fight against you.” I was like, okay bring it on. And it’s crazy because I’m starting to see, maybe not, maybe it’s just my mind, but as we’re moving towards this thing, I’m just noticing a lot of stuff happening. So the last 24 hours were crazy. So right now, I think it’s 11 at night. I just got my kids to bed. About 26 hours ago, a little longer than a day, 24 or 25 hours, whatever it was, a little over a day ago, I had just gone to bed as well. It was just a normal night, I was going to be staying up late working because my wife had just left to Disneyland yesterday, she’s out with her girly friends doing Disneyland. So I was like, I’ll have some time to work, catch up on some projects. I was going to start on them, and by the time I got the kids down and was about to come and start working, I got a text message from Melanie saying, “Hey, this weird thing is happening.” It’s kind of cool, someone from my inner circle saw something where basically lawsuits were being filed against us. They’d seen it ahead of time. We got spies everywhere around the world. Anyway, so we looked at it and it was kind of a violation. Basically it was somebody had gotten, we found out later, it’s been 24 hours. But it was a text message that they’d gotten that they said that they didn’t want to receive from us. So instead of just being a normal human being and being like, “Oh, I don’t want to receive this text message.” this person is filing this huge lawsuit against us. It’s crazy. So we got the name and number and all sorts of stuff and it’s crazy. Somebody signed up for Clickfunnels with a fake credit card, it wasn’t even a real credit card, logged in twice and never logged in again, their credit card failed. So our system, when your credit card fails, actually when you log into Clickfunnels, there’s a little thing saying, “Hey, if your credit card failed, would you like us to text you? If so what number?” So you put in the number. So the credit card failed, so we texted saying, “Hey, we don’t want your websites to go down, you should login to your Clickfunnels account, add your credit card so you don’t lose your websites. It sent him two text messages, this was like 2 or 3 months ago. So this person, it’s insane, gets these text messages and files a lawsuit against us. A lawsuit, for crying out loud. For irreparable damages and on and on. It’s just nuts, nuts. So it’s funny because I always heard about frivolous lawsuits and it’s just like, I always thought those were like, I couldn’t fathom that those were a real thing, that human beings were like that. But it’s just like, I just saw it, I’m seeing it right now. I’m like, holy crap. It’s funny because, it’s interesting, when you don’t have money you’re like, “Oh, if I just had money all my problems would go away.” I got bad news for you guys. Problems don’t go away, they just turn into different problems, more annoying problems, where literally people are shooting at you and attacking you all the time. It’s nuts. So I get that message about that, so we’re trying to just research and figure that out. I can’t think about this, I got too much stuff to do. So I kind of put it on the back burner, sat down at the computer right there, my work computer where the Expert Secrets book was written. Sit down at the work computer, check my email, and there’s two emails. First email was from this organization we’re working with to try do a lot of good in the world and save a lot of kids lives, this thing that we’re moving forward on, do the ultimate good. Then the email that came in literally a minute before or after that one was from this other person. I’m not going to tell the back story behind this because it’s not important. But it’s a person I dealt with three years ago. This huge email, I haven’t heard from him in over a year, huge email talking about, going on and on about how they’re going to sue me for all these crazy things. I’m just like, I can’t even, I don’t know how to handle this right now. It was just crazy. I did my best to get a handle on it, but I gotta get this out of my mind because I gotta get some stuff done. So I was up until about 2 last night working, passed out, the kids were up this morning at like 6, so I got four hours of sleep last. Got up, got the kids ready because my wife’s gone. Luckily we have help, a nanny who comes and helps get the kids out the door and everything with school. And then, head in to the office, have a ton of stuff going on, obviously, we’re trying to coordinate so much stuff. I wish I could, just let you have a glimpse of all the stuff we’re doing at once. I don’t think people would believe it. There’s a lot happening, obviously. It happens when you’re trying to change the world. It’s fun, we did a podcast with Nathan Latka, the top, if you’ve ever heard his podcast, it’s really, really good. I did a podcast 18 months ago with him, and we did another one to follow up with him now. We’re 5x of where we were at 18 months ago, which is insane. It was really cool recapping all the positive growth that we’re doing. It was cool, when the questions he asked at the end, he’s like, “Most business owners reinvest their profits back in their company, that’s where they get the highest return on investment. Where do you invest your money Russell?” And I laughed, “You know, we reinvest money back in the company, but for me, I didn’t start a business to reinvest money back in the company.” He’s like, “So wait, real estate? Where are you reinvesting your money?” I’m like “I’m not reinvesting in anything. I reinvest it in my kids, my family. Right now we have an acre and a half, two acre lot next to our house that was just full of weeds, so this summer we knocked down all the weeds and put in a full Astroturf baseball/soccer field. We put in 9 underground trampolines, a volleyball court, a baseball field, a full basketball court and a track that wraps the whole thing. I’m investing my money back in my kids. I want to spend weekends and night with my kids playing games. That’s why I got in the business. The cash flow is nice, but that’s what I’m reinvesting my profits back into, you know.” It was kind of just a fun answer because I’m sure most people on a business podcast don’t think that way, they think about whatever business, real business people think about. Anyway, so that was kind of fun and stuff. But I had to deal with the issues. So we had to deal with this dude who got two text messages after he told us to text him and he didn’t update his credit card. And I started realizing, after we started learning all about the do not call list, and the do not text list, it’s just crazy. Basically we brought on all these lawyers and companies and all this crap in the last, all day today, which is crazy. But we found out, it’s interesting, these texts, there’s 150,000 known people, if they get a text message from you they will file lawsuits. That’s all they do. So as soon as they get a text once, they get blocked across all these things. So it’s like we’re tapping on API’s, so we pull out all these known complainers and stuff, but it’s insane. So all these guys do is go out there and sign up for things and wait for you to text them. That’s it. This is a real thing. You hear about this, I always thought there’s no way that people are that evil. But they are, this is a real thing. It’s happening, it’s happening to me right now. So now we gotta fight this thing, it’s just nuts. Time, energy and money wasted for some moron who’s going out and looking for lawsuits. That’s it, it’s crazy. So there was number one, then I deal with number two. Some of our lawyers came in and the lawyer basically, this deal from three years ago and I haven’t heard from him in over a year, the lawyer is just shocked. I can’t believe we’re hearing from him, it’s just insane. And sat down with me and went through everything again. “You guys are in the right. 100% in the right. My authority as your lawyer is we need to go and just destroy this person and put him out of his misery.” He said it nicer than that, but not much. But I was just like, we’re in the meeting and everything and I think it was Dave or Brent, or someone on my team asked me, “What does your gut tell you, Russell?” and I was like, “My gut tells me I just need to do whatever it takes to make this go away.” I listen to my gut a lot, because I don’t think it’s my gut, it’s other stuff. Anyway, I told my lawyer that, and it’s funny because I had this really rare chance to learn something today, something I teach my kids all the time. My kids, we get in these arguments with each other, especially my 7 year old and my 12 year old. They’ll get in these arguments about things and the older one is so mad because they’re trying to prove that they’re right to the younger one. I’m like, “It doesn’t matter, just stop. It doesn’t matter that you’re right or wrong, just stop fighting, please. Just stop fighting.” “But he’s wrong.” “It doesn’t matter, it does not matter who’s right and who’s wrong. It does not matter at all.” And I try to teach that to my kids over and over again, just walk away, let it go. It does not matter. It’s funny because after we got done with the lawyer meeting and stuff and I wrote this person back and just said, “Hey, here’s the lawyer, you can figure all this stuff out.” And that person wrote back and said, “Please get on a call.” And I was like, I don’t want to get on this call. I just don’t. I don’t want to get this call. So for me, I kneeled down and I prayed and I was just like, “What should I do.” Asking for help because I knew that I wanted to be like my 12 year old and be like, “No, you’re freaking wrong.” And yell at this person, but I knew that wouldn’t solve anything and just hurt everything. So I prayed for humility and prayed to know what to do and how to do it. I got all this frustration and anger so I picked up the phone and called this person. I listened to the person, who basically starts yelling at me, telling me all these things that he thinks I’ve done wrong. At every point I just want to fight back and be like, “This is not true, that is not true. I’ve proved that’s not true.” And everything. But I sat there and bit my tongue. I was just praying in my head, “Let me know what to do, how to handle this and what to do.” Just sitting there and sitting there, taking it and taking it and finally just, “Dude, what do you want? What’s the real story, just tell me.” And we talked about it and I think we figured out a way to solve it. And it sucks because like my little kids…legally, people get justice with lawyers, justice needs to be served, you were in the right here, this is not your fault. And I’m looking at this from another angle, saying, there’s two laws, there’s justice and there’s mercy, these two things. Legally, we always want justice for everything. There’s the other side of mercy. I don’t know about you, but there’s things in my life where I make mistakes. I made a lot of mistakes. Made way too many mistakes to brag about, especially on a public form like this. But there’s times in my life when I needed mercy from people and from things. There’s times when mercy came through to me and it saved me and helped me. In my physical life and spiritual life, in different things like that, and I’m just grateful for the times when I was extended mercy. And I think for me at the time, you don’t have to have perfect justice, extend mercy here and it’ll make everything better. I don’t know if that’s always the case, but definitely was the case for me today. So that was the first two issues. And then, I’m all excited for my kids wrestling match tonight. This all happened by 3 today, then I had to leave to go the wrestling match. So I go to the wrestling match, we get there and I’m working with my kids because last week they kind of got beat up a little bit at the tournaments. So all weekend long I worked with them in the wrestling room at our house and got them better and better and better. I got there and my first, Dallin my oldest of my twins was first match, he wrestled the perfect match, it was so awesome. All the stuff we worked on this weekend he was doing, it was really neat, really special to see that. He won and it was just so exciting. And then Bowen had the next match, but it wasn’t until the end of the night. So he’s warming up and goofing off and having fun and Dallin is doing the same thing and then Brandii, who is our nanny, she brought all of our kids, and luckily this turned out to be a huge blessing. She brought the kids to the wrestling match, which was kind of stressful because I’m with Norah, holding little baby Norah and the other ones are running around and all sorts of crazy stuff. And then Bowen is getting closer to warming up, so I gave all the kids back to Brandii and went to the other side of the mat and start getting Bowen all warmed up and then Dallin is there goofing around because he’s between his match, having fun and he goes over to the bleachers, the side of the bleachers and he saw someone jumping up doing box jumps on this ledge. There’s like a metal strip across this ledge, and he sees them doing box jumps and he’s like, “I’m going to do it.” Because he’s kind of bored, sitting around. So he goes to jump and do a box jump and misses it, hits right below his knee. I’ll actually show you guys this. Those of you who are watching, this is like, parental discretion advised, this is kind of freaky. But if you’re listening you can’t see them, but he hits his leg and is like, “Ooh, that hurt but I’m fine.” But I look at him and I’m like, “Dude, you are not fine.” It was the deepest cut I have ever seen in my life. You can see this here, that’s his knee. It looks like you can see the bone. If you’re listening you can’t see this. I want to throw up just looking, it’s like the deepest cut ever. I looked down and I was just like, “Oh my gosh. You can see all the way to the bone with this cut. It is huge.” And then there’s blood pouring everywhere, all over the mats, all over the thing. I’m like, “I don’t know what to do.” I’m just going to keep showing pictures while I’m doing this. I’m like, I don’t know what to do or even how to handle this. This is….So I’m kind of pulling him out of the wrestling room, and trying to warm up Bowen on the side of the mat, now I’m pulling Dallin out and there’s blood just oozing everywhere. My wife’s not there, I don’t know what to do, there’s no one, I don’t know what to do. I come out in the hallway, and luckily the wrestling coach, he’s got some kind of medical background, I’m not sure exactly, he was there. I’m like, “I need help.” He’s like, “Oh my gosh. Yes, put him down.” So he puts him down, here’s some more pictures. Luckily, because I was kind of in shock I didn’t know what to do, so he goes and gets someone to go grab some gauze and they wrap the knee up. I was like, “We gotta take him to the ER, but I don’t know what to do. I don’t want to miss Bowen’s match. Bowen’s been training.” Ugh, look how deep that is. So anyway, the coach is there and helps me wrap this thing up and then I ran over to Brandii, our nanny, who is over there….Here’s my little buddy, laying in the hospital bed, smiling during the surgery. There’s him all stitched up at the end there. Anyway, he’s laying there, and I grab Brandii, who is our nanny and said, “Dallin just cut his leg open and he’s gotta go to the ER.” So she grabs all the kids and comes back and I’m like, “I don’t know what to do.” Bowen’s trying to warm up and he’s all frazzled because of that. So me and the coach pick up Dallin and run him out to the car, which is like at least half a mile. We get in the car and Brandii loads up all of our kids plus her kids and heads back to the ER. I run back in and I’m trying to…oh, I don’t have our medical cards on me, of course, because that’s how I roll. So I’m trying to find medical stuff to send with him and Bowen’s warming up for his match and he’s all frazzled because he saw his brother bleeding to death, he’s sure his brother’s going to die, his twin brother’s about to die. So then I’m trying to keep him focused, get him warmed up, and he goes out there and wrestles, and poor little dude. He’s trying so hard, and he’s so much better, but he got thrown in the first 10 seconds and pinned. And he comes off just crying his eyes out and I think he’s more upset about his brother, but just all the emotions of that, they’re just little dudes right now. But oh, it was emotional. I was trying to find Dallin’s backpack is in some bleachers, and then Bowen, getting all out the door and then racing over to my car and speeding off to get to the hospital. But I remember when we were leaving all the kids were like, “We’re starving, we’re starving.” At the wrestling match. I’m like, my kids haven’t eaten yet. It’s like 6:00, 6:30 at night. I’m racing to the hospital and I run off to a fast food restaurant, this is a crazy story, I’m sorry. I got no one to talk to, my wife’s gone tonight, so hopefully you guys don’t mind. So I race to the fast food restaurant and I order food, I’m going through the drive thru and I’m like, “I need ten hamburgers, ten drinks and a kids meal because I got a little baby daughter.” So they pull me through and the lady’s like, “Hey, the manager wants to see if you want ten custard ice cream things.” I’m like, “You know what, yes. That’d be awesome.” So we had this car full of hamburgers, ice cream and water for me and Bowen. We’re racing back to the ER, we get there and we find Brandii with all the kids and I give her the keys and I’m like, “go feed the kids in the car.” And then I run in and Dallin’s in there and he’s about to start surgery to get his knee all cleaned up. Poor little dude. The cut was so big and they had to get a needle to numb, they probably shot him, I would say conservatively probably about 30 different shots, he’s just screaming, he was so tough. They stitched him all up and it was just forever. Brandii took the kids home, they went home and did homework, and got them all to bed, they did homework until almost 11 and went to bed. That’s been the last 24 hours of my life. So it’s been crazy. I just wanted to tell you guys that, it was a fun story. Just some of the things, some of the lessons of today I learned. Number one, whenever you are moving towards things that are good, the adversary or whatever you want to call it, is going to fight against you. That’s okay, it’s normal, it’s going to happen. I know a lot of listeners are people who believe in God, who think about God and if you’re not, I just recommend remembering there’s a reason why these things happen. I believe it’s to get us to remember God. So first off, remember God. Number two, there are evil people in this world, frivolous people who are just out there to steal money. And they’re there, and the bigger you get, the bigger of a target you’ll become. So just be aware of people and protect yourself in any ways you can. We’re trying to put up a whole new line of defenses for us, so know that. Number three, know that sometimes, if you want to have mercy, if you want people to have mercy on you sometimes in life, don’t always fight for justice in every situation. Be okay letting somebody else, just be okay giving somebody else mercy sometimes. Sometimes that’s the right thing to do. Even if it’s not, even if it doesn’t give you justice. It may hurt, it may suck, but if you ever want to receive mercy in your life, it’s worth it to give to other people. It’s important. The last one, I don’t know what the moral of the story of the last one is, other than it was just a lot of stuff. That’s about it. Anyway, I hope that helps you guys, I hope you learned something, I hope you got something. If not, don’t worry about it. If you did, though, please share this video or this podcast with somebody you love and care about. I appreciate you listening, it’s a huge honor to have you guys listening to this stuff that we share and I hope that it helps. That’s all I got for tonight. Thanks you guys, appreciate you all, have an amazing night, we’ll see you guys all again tomorrow. Bye.

A podcast from Russell and Todd in a private plane. On this special private plane episode Russell and Clickfunnels co-founder, Todd Dickerson, rant about troubles they’ve had with different platforms, most recently iTunes. Here are some of the interesting things you will hear on this episode: Find out why Russell is not longer getting subscribers for his podcast, and how all efforts to fix the problem have been fruitless. Hear Todd tell a story about a friend of his that basically lost his business when Amazon D-listed his product. Find out why YouTuber, PewdiePie pretty much lost everything after using an offensive term. And discover how we can learn from these examples to make sure we don’t have all our eggs in one basket. So listen here to find out why it’s important to have a back up plan when it comes to social media platforms, as well as merchant accounts. ---Transcript--- Hey everyone, this is Russell Brunson. Welcome to the Marketing Secrets podcast. Today we are taking, this whole thing is happening on a private plane with Todd Dickerson. Todd: Well, it’s a little bumpy right now. Russell: Alright, so right now we’re on a private plane and I want to show you guys the moon out here. Now we’re in the middle of a cloud. I don’t know if you can see this. Todd: Busting through the clouds. Russell: So those who are watching this, if you’re listening you can’t see it, but we’re on a private plane, we’re at, I don’t know how many feet in the air. We just left Atlanta, Georgia. Not Atlanta, we left Cherokee county, at the airport, which is kind of cool. We were supposed to be…we were really excited because this flight there was supposed to be a beautiful girl right there, and a beautiful girl right there and then Todd right there. But our beautiful ladies, aka our wives are not here. Todd’s daughter got sick the last two or three days so his wife’s like, “I can’t make it.” And then my wife’s like, “Well if she’s not going, I’m not going.” So now we’re on a romantic trip together without our wives because we already booked a plane. Todd: So we’re going anyway, it’s going to be fun. Russell: It’s going to be so awesome. Oh, check it out, here’s the moon. There’s the moon shot. Yeah, there’s the moon. So for those who are watching this, there’s a picture of the moon. It’s so cool. For those of you guys who are listening, you have no idea what we’re seeing, you are totally missing out. Go to marketingsecrets.com and you can watch the video version as well. Anyway, man this plane is really bumpy. Bumpier than I thought. We’re above the clouds now, so we’re legit. Alright for those of you guys who don’t know Todd yet, you need to know him. He is the brains behind Clickfunnels. He’s the one who built it all initially and he lives in Atlanta, Georgia. We’ve been trying to get him to move to Boise now for like 6 years. But he told me no. So finally, I feel bad, he comes to Boise like every quarter. Todd: Every few months. Russell: This is the first time I’ve come to Atlanta to hang out with him and see his house. I had a chance to hang out with him in his home and his family is amazing. Tell them all about how cool you are. Todd: Okay. Russell: Anyway, right now we’re actually heading down to a conference, St Petersburg airport. Todd: Clear water beach. Russell: An email marketing conference, a mastermind thing. Todd: It’s top secret. We’re not allowed to say where it was. Russell: We can’t talk about it. Well, by the time this comes out, you can’t yell at me anyway. So that’s what we’re doing. We’re putting this along so we can show you guys what’s happening. But it’s kind of fun. And check it out, oh it looks so cool. Anyway, I don’t exactly what we’re going to talk about. There’s so many things we can talk about when we’re like, “We’re on the plane, let’s do a podcast.” I have one thing I want to rant about and while I’m ranting I’m going to let Todd rant about whatever he wants. Because I want you guys to get to know him better. So my rant today, right now I’m recording my podcast. Some of you guys know I’ve been a podcast, Marketing In Your Car first, and…… I just popped my ears, that’s why I’m doing weird stuff….So we launched that podcast and ran it for almost 6 years, every single day in my car podcasting, podcasting. Putting in the time, the effort, the work. We built a big following, and then about a year ago we rebranded it as Marketing Secrets. And since we’ve rebranded we have 3.5 million downloads, we’ve been in the top ten business podcasts for the entire year, our video podcast is the number one, not only in the business category, our video podcast is the number one video podcast in all of iTunes. So you’d think that iTunes should like us. Todd: Yeah, you’d think so. Russell: But apparently, ten days ago they decided they didn’t like us. What they did is they shut down, basically, if you’re subscribed to our podcast you continue to get our stuff, but nobody new can subscribe. We’ve been appealing to them, writing to them and they’re like, “Sorry.” And we’re like, “Why are we kicked out?” they’re like, “You’re just kicked out.” Well, why? They won’t tell us why, they just said, “You’re out.” And it reminded me about something I wanted to talk to you guys about because it’s very, very important. And it’s never, never, never trust a platform. If you’re building your business on a platform, just prepare to lose it all very, very soon. I’ve done this multiple times and now it’s happening with iTunes. I’ve lost, how many since we’ve known, how many email auto-responders? Todd: Oh my gosh… Russell: I’ve been kicked out of Aweber, almost a dozen times. iContact, at least 8 or 9. ActiveCampaign, Bellcheck multiple times, SendGrid multiple times and again just recently, they did it again. Facebook I’ve been kicked off at least 2 or 3 dozen times, we’ve been really good and consistent recently. Instagram kicked me off, I got back in luckily. Google kicked us off like a decade ago. We never really got back. YouTube I launched, I had one video that the headline was, “The Internet Marketing Illuminati” and they cancelled our account. It’s just crazy. So all of us, we put all of our eggs in this basket, like Many Chat or Facebook Messenger, every time we put the eggs in, we gotta put all the eggs in this basket. The problem is if somebody doesn’t like you for whatever reason, or no reason at all, they don’t even have to tell you a reason, they can just turn you off. It is insane. You were telling me about the Amazon one today… Todd: Oh yeah, the Amazon guy, so there was guy locally that was selling stuff online on Amazon, and he was killing it and doing great. He ordered a huge new pallet of stuff from China, had it all shipped over and got here. While it was on the way over, Amazon decided to D-List his product. They didn’t like the name of one of the products, they thought it was too close to another name of something else, D-Listed the product completely. His entire revenue stream disappeared overnight. Luckily, he had been talking to one of our other guys, support agents about funnels, so he started his funnels up, but he was completely dependent on Amazon. Lost a business, he had 5 employees, all of his employees are looking for what they’ll be doing next. He’s struggling to get things going and it’s all because he was 100% reliant on Amazon. It doesn’t mean that it can’t be a side channel that’s awesome for sales, but you cannot have it be a primary thing. Not Amazon, not Google, not Facebook, nothing. Russell: It’s crazy. So I just wanted to re-emphasize this to all of you guys. If you’re building your business 100% on Facebook, I got bad news for you, Zuckerberg doesn’t care about you. He doesn’t. “But Russell, I’m paying $1000 a day in Facebook ads.” He doesn’t care. He doesn’t care even a little bit. We’re spending insane amounts of money and they don’t care. They don’t care about you, about me, about any of us. All they care about is their customers, making sure the platform’s happy. And guess who their shareholders and platform doesn’t like? People like us. So guys, you just have to be aware of that. iTunes apparently, now that I know, they don’t like people like me. I don’t know why, I just kind of, added a ton of publicity to their platform, added thousands of viewers, millions of downloads, and they just one day out of the blue, “Oh, bye.” With no rhyme or…it’s crazy to me. Todd: The top guy won’t even tell you why. Russell: Yeah, the escalated it to the highest guy in support, he’s like, “Yep, we cancelled your account.” I’m like, “Why?” He’s like, “This ticket has now been closed.” You won’t even tell me why? I don’t know what to do. So a couple of things. Same thing with merchant accounts. I almost went bankrupt before. I had 14 merchant accounts at one bank and all of them got shut down the same day. So 1 is a very, very scary number in business and in marketing. So always think about having multiple things, having multiple ways you are collecting money or are able to collect money. Making sure you have customers from different platforms, make sure the way you message your customers, there’s multiple platforms. In fact, can we talk about this right now, or is this top secret? Todd: It’s a little top secret still. Russell: It’s still top secret. Todd: We can’t talk about this part of it, but what he’s leaning towards is, what we already do in Actionetics on some levels, is being able to communicate on multiple channels, multiple modalities and stuff. But there’s definitely nice stuff that’s going to be coming in the near future. Russell: I don’t want everyone, again, if you relying 100% on email, you could be in trouble. It’s hurt me multiple times. I think, I would say conservatively about 20 times I’ve lost my email service provider. And I’m not an aggressive marketer, maybe I’m aggressive. I may be aggressive but I’m not unethical. I follow the rules of everything. So it’s just kind of crazy. So a lot of things we’ll do, if you were at last year’s Funnel Hacking Live we talked about the big benefit of using Actionetics, you can plug in your other SMTP and if SendGrid shuts you down, you plug in the new one, but you still keep your accounts. We’re trying to be a platform that’s not shutting our members down, so you have access, so if something bad happens you can plug in to other things. Todd: it’s the new thing with custom domains, I’m not sure….now with Actionetics you’re able to have your own custom domain for everything. So link tracking goes through a custom domain, your unsubscribes go through a custom domain. Everything goes through a custom domain so you don’t have any relationship to any other people on the platform or to us. So if you get in trouble or someone else on the network gets in trouble it doesn’t affect anyone else. Which is, that’s not the case, and the reason why Aweber won’t let you import people into their platform, it’s because if you import people and spam them, then it hurts everyone on Aweber. That’s no longer going to be the case on the whole Actionetics platform. You are super isolated, so it’s only going to affect you if you cause a problem. And if another person on the network causes a problem it’s only going to affect them. Same thing with image hosting and everything, it’s all going to be on your own custom domains now, which is actually already live. So if you haven’t set that up, go set up a custom domain, we’re giving everyone free custom domains. Russell: It’s awesome. We’re trying to figure out ways to make it so that, we care about you guys as customers, we want to protect your businesses, so we’re trying to make Clickfunnels easier to use. So you can add in multiple SMP, multiple ways to collect money, multiple ways to message us. You’re not 100% relying on email. There’s just a lot of cool things that are coming. I can’t tell them about….. I always tell people stuff before we’re ready and Todd yells at me, so I’m going to be careful. But that’s where we’re going and I just want to re-emphasize for you guys. If you are relying on one platform, if Zuckerberg is the way your entire business runs, now is the time to diversify. Don’t diversify in 6 months from now, or a year from now. My guess is that windows not going to be that long. About a year and a half ago when Facebook started shutting our accounts down, I was like, “Lose Facebook, Facebooks over.” For some reason they loosened back up. They had a tight grip on people, but they loosened back up. But you know it’s going to come back again, you saw what Google did. I have friends who are making millions and millions of dollars a month, who when Google put the chokehold out, they never recovered. They’re doing, working at McDonalds, I don’t know where. But they’re not doing their business anymore. So if you want to be around in the long term it’s very important to understand that. I still think you should start with a platform, start with Facebook or whatever that is and go there, but be very aware, as soon as that’s working, it’s like now you need to add a second source, so as soon as one disappears….or I need two merchant accounts, in two separate banks. I need to be able to collect money just in case one dries up or goes away. Make sure multiple auto-responders, SMTP, all those things are very, very important, just don’t rely on a platform. The platform will screw you over. They do not care about you or me, they only care about themselves and their customers. They think for any reason, because of something we produce it effects the experience of the customer, gone. Todd: Or the shareholder. Russell: Or the shareholder. Todd: That’s the reason why we’re not VC by the way. Same type of thing. Russell: The reason why we love you guys, we’re not taking VC money because we want to be able to protect you guys. But it’s crazy, I have no idea. I talked about God in my last podcast, maybe that was why. I don’t know. It’s crazy. In YouTube, we were talking about….who’s that famous dude who lost his YouTube again? Todd: Oh, there’s PewdiePie or whatever, there was 50 million followers. I mean to be fair, there were some things that he shouldn’t have said, but instantly they shut down his business, he had dozens of employees, everyone out of work, completely shut down this entire media empire more or less, with the flip of a switch. Russell: Cutie Pie? Todd: PewdiePie Russell: PewdiePie! So if you guys know PewdiePie, he got screwed by this as well, it’s crazy. And if you look at it there’s stuff on YouTube that’s so super offensive. I don’t even know what he said, but he said something. Todd: He said something offensive, it was probably really bad. Russell: It was probably really bad, yeah. But nevertheless they just crushed him like a grape, and they don’t care. You’re like, “But dude. I put in 5 million dollars a year in your platform.” But “We don’t care about you.” That’s what happened with Google. I remember when Google slapped everybody, everyone’s so shocked like, “I spend a hundred grand a month on Google ads.” They’re like, “You are one of our smallest clients.” Todd: It’s a blib. They won’t even talk to you if you’re spending that. Russell: It’s a lot of money to us, but to them, they don’t even care. They’re just angry that you interrupted the customer experience. So it’s just something to be very, very, very aware of. Todd: Yeah, if you’re selling on Amazon, if you’re building your business on any of these platforms, that’s fine, but you need to also be expanding out. Building your customer list, building your email list, building your different chat lists, building your different communication channels with this. Building an actual business where you’re able to keep things going if Amazon decides to shut you off tomorrow. Because it will happen, it has happened to plenty of people. Russell: So there is your warning. Ye have been warned. Thus sayeth Clickfunnels. Be careful because they will screw you over. Okay, one last thing for this podcast. Todd’s working on tons of new stuff, we can’t talk about it, but what are you most excited about with the new stuff in Clickfunnels coming out? Todd: I’m most excited about this thing that I can’t tell you about yet. Russell: Sorry! It’s so awesome though. He showed me all the screenshots today. Todd: So yeah, there’s the potential to basically 2x probably the results that you’re getting from different leads that are coming in on the front door from a communication perspective. Double open rates, double click rates, that kind of thing on what you’re currently seeing on your primary channel of communication. Russell: That’s like being super, low balling. Double is…. Todd: Super generic low balling but it’s way more than that. Russell: Yeah, it really is probably. Todd: Yeah, it really is probably way more than that. And there’s also some cool things with payment processing that we’re beta testing right now that should literally instantly double mobile conversions. Russell: That one we can talk about? Todd: Yeah, I mean we can talk about that. Russell: You can be in on this one. Todd: So ApplePay, AndroidPay and Paypal all on one push to order. So the results we’re seeing preliminary at least, on the apple based stuff is literally, you go online, you click add apple pay to your thing, you press your thumb on it, and it’s instant. Everything works with upsells, with OTO’s, down sells, one click ad sales. Russell: So imagine on your mobile, you’re on your phone and someone comes with a free plus shipping offer and they buy, does ApplePay pop up on their phone? Todd: They only literally have to order once. They order on your primary order form, one time. Just like you, instead of typing in an order number, we have their thumbprint. Boom, it’s ordered. And then on an upsell they can just click one button, just like you would if they had to put in a credit card number. We can charge them, do the whole process, do everything we need to do. Same thing for Android. That’s the other sexy part that just recently came out. Brand new Android, they’re calling it like Google Pay or something like that, but we’ll be also supporting that as well. So you’ll be able to have Apple and Android, which for the longest time, most of the other platforms out there, they still have, if they do support it, it’s only Apple. Russell: So that’s crazy. For those who are selling stuff mobile-y, it’s going to make your mobile experience so insanely good. People, I don’t know about you, I never buy things on my phone because I hate trying to type my credit card with my thumb. So what I do, I always email myself the link and then sometimes I buy stuff and sometimes I don’t because at that point I forget about it, whereas this is now like, oh…and they click their little thumbprint and it dings their card and then upsell, upsell, upsell, boom, fulfillment. I’m also going to prophecy, I don’t know if I should prophecy, it’s kind of sacreligious. I don’t want to get shot down in this plane. I’m going to forecast, is that a better word? I’m going to forecast the future of where things are going. I was telling Steven this the other day. You know how we always design websites for desktops, usually wide, using multiple columns and stuff like that, mark my word, the future of where website design is going, is in single column, narrow width pages. If you look at Dollar Shave Club’s order form, this is the best example. You go to the page and the order form is like this wide going down the middle, and the fields are all centered and very, very clear, and it works really good mobile-y. But I think that’s going to be the future of where even desktop is all designed. That’s my forecast, I’m guessing. So you’ll start seeing, you’ll notice Clickfunnels, one of our order pages right now is a lot more simple. That, I think that’s where future things are going to be. Todd: It needs to be sized down properly, to do that. And you can easily, in the Clickfunnels editor, you can easily do that. Just jump into mobile mode, build it first in mobile mode, click desktop and you’ll see it in both modes. That’s the great thing about it. You literally only have to design it once. You might change some font sizes or show some images on desktop that you don’t show on mobile, stuff like that, that you can customize. But in reality you can do it first on mobile very easily. Russell: I think people read more on mobile than videos, don’t you? Todd: Yeah. Russell: When I’m looking, I never push play on a video on mobile, like a sales video, I’d rather always read. Which is why I also think like a blend of video plus text is going to be more and more important. I look at a lot of our stuff now and it’s like here’s the video of me pitching it and then below there’s the copy of me pitching it. Because a lot of video I’ll see the play button, but I’ll, typically you’re in the bathroom or something and it’s awkward. This is my phone hand….Just kidding. Anyway, there’s some forecasts and some ideas. But that’s what we got for you guys. So I hope you guys have enjoyed the flight. We’re probably half way to our destination. All you need to remember is, first off, don’t rely on one platform for anything. Your advertizing, your messaging to your customers, your merchanting, the only one platform you should be relying on 100% is Clickfunnels because we love you guys. Todd: We’re flexible with everything too. We allow you plug in other platforms. We allow you to plug in every other platform out there. That’s why we built a way for you to…. Russell: We’re the only ones that love you enough that you should just focus on us. But then like I said, our focus, one big thing that we’re moving forward, is building in all the back ends, so you can plug in backups for stuff, you have multiple ways to message people outside of just email, in case email gets shutdown. Multiple merchant accounts in case your merchant accounts get shut down. All those kind of things. But don’t forget on your ad side, on your podcast side, all those things. My podcast downloads have dropped because I’m no longer listed, which drives me nuts. And nobody can subscribe to my podcast now. So now I gotta do work, anyway it’s just a new annoyance happening. And there’s always a work-around. If you get your Facebook account shut down, don’t just walk away and be like, “Apparently I broke their terms…” This is the other thing that drives me crazy. I remember, you’ve probably heard us talk about SEO days, people were like, who were anti-SEO were like, “Well, we don’t want to do this because it’s against Google’s terms of service.” And it’s like, “Their terms of service…they’re coming to your website and spidering you. You can do whatever you want on your website.” It’s this weird thing. So same thing, people getting their Facebook account shutdown are like, “It’s over. I’m done. This is not fair.” No, you don’t understand. This is your business, this is war. If they’re coming in and shutting you down, you need to fight back and get back in and keep coming back and coming back. Don’t just get knocked down and be like, “Ugh, I’m dead.” If that had happened to us, we would have lost our business decades ago. But we’re fighters so we get back up and keep going. So you’ll see my podcast back, very, very soon. It’s annoying because I will lose all of my pre….anyway, we’ll leave it at that. It’s all fun games. When all is said and done, it doesn’t really matter. We’re trying to change the world and these guys get in our way. The platform will get in your way, and try to keep you from that. So just ignore them and keep moving forward. They shut you down, come back, make some tweaks, changes and keep going on and keep serving your people because they’re there, it matters, it’s worth it. Anything else? Any final words? Todd: See you on the ground. Russell: See you guys. Bye everybody.

Interesting thoughts I had on my drive home from Salt Lake City. On this episode Russell relates following God’s will to following the will of the market in business. Here are some of the enlightening things you will hear in today’s episode: How spending his weekend talking to a leader in his church reminded him that’s its important to align your belief’s with Gods. How aligning your beliefs will God’s is similar to aligning your product ideas with the needs of the market you’re in. And find out how you can align your own beliefs with that of the market you are in. So listen here to find out how Russell is able to relate business marketing to God. ---Transcript--- What’s up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast. Hey everyone, I hope you guys are all having an amazing day today. Whoa, I’m juggling my phone as I get in the car. Crazy day. We are just leaving, I was about to leave the house today and I walked out and Norah was outside on the trampolines jumping. Some of you guys heard my crazy stories. We had a big side yard that was kind of a big empty weed field. So we decided this year to go a little crazy. So we put in a football/soccer field, a volleyball court, basketball court, baseball and a track that wraps the whole thing and then 9 underground trampolines. And they got the 9 underground trampolines up this weekend while we were gone.  So we spent all night last night when we got home jumping and then this morning, I was about to leave and I could hear little giggles outside and I went outside and Norah was jumping. It’s a little bit cold out here, but I went and jumped for the last little bit. Now I’m heading out so I’m buckling up in my car and we are ready to rock and roll. It’s funny, we were gone this week. We went and drove to Burley where my in-laws live and we dropped off our kids and from there we drove down to Salt Lake because I had a meeting that I’ll tell you guys about here in a second. But it’s funny, on the way home we went camping and stuff like that, so I haven’t shaved in two days. So my face was all prickly, you know what I mean. I was picking up Norah yesterday and her curly hair is like Velcro on my beard. I tried for two days and I just hated it, so I just shaved it this morning. I’m like, ah, I feel so much better. But I hate it because I’ve been watching, we’ve been studying Dollar Shave Club and Dollar Beard Club’s off-boarding process. In fact, I wrote about it in Funnel university this month. And I don’t know what it is, all the beard guys just seem cooler and part of me is like I wanna be cool like the beard guys but I just can’t. Two days and I gave up, it was horrible. So I’ll never be as cool as the beard guys. But I will give them credit, they are definitely cooler than us shaved guys. Anyway, hopefully someday I’ll become a man and be able to grow one out. That day is not today. Anyway, so 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.” Yes, I do, for those of you watching, I do have a Clickfunnels sticker on my wallet because it is what fills my wallet full of the stuff that we need to buy. 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.

Russell’s rant about what’s keeping people from success. On this episode Russell rants about the difference between daycare, college and coaching and why to be successful you need coaching. But to be a champion you have to put in the extra work because coaches can only take you so far. Here are some interesting things in this episode: Why you need to listen to your coaches to be successful, otherwise you might as well go to daycare or college. And why putting in extra work after the coaching is what will make you a champion. Listen here to find out why you need to move on from daycare, and college and jump into coaching and then put in even more effort to become a champion. ---Transcript--- What’s up everybody? This is Russell Brunson and this is an emergency impromptu podcast with angry Steven behind me. So I have to do this right now. The Software Secrets webinar is starting in less than an hour and I should be doing slides, but something just made me angry so I wanted to jump on. And you’re kind of angry too. Steven: It actually kind of pisses me off. It’s a recurring thing. Russell: Alright so, this is a coaching call for everybody, and owe, we’re going to queue the Marketing Secrets intro and then we’ll come back to what we’ve gotta do. Alright welcome back, so now that we’re still angry, hopefully the intro got you pumped, I want to talk to you guys about the difference between coaching, college, and a daycare. This is very important for you to understand because some of you guys for some reason think that we run a daycare here and we don’t. So right here actually, if you’re watching the video version, if you look out the window here, this is our office, Clickfunnels right there, there’s the daycare. So it’s right next store. There’s a little playground right there, you guys can see it. That’s the daycare. Steven: And they cry and they scream and they’re whiny. Russell: So the daycare, it’s really cool. The way it works is you show up there and then someone takes care of you the entire day. Like when you’re hungry, they give you food. When you’re thirsty they give you water. When you poop yourself, they wipe your butt. It’s really, really nice. It’s like what? $50 a month, $100? I don’t know how much it is. But that’s a daycare , that’s how daycare’s work. So that’s one option of how you can get better at life, you can go to a daycare. Option number two, you go to school. Now, the thing about school is it costs a bunch of money. They don’t care about you at all. You show up and then you do your assignments or you don’t, they don’t really care and they give you an A, B, C, D or F. or if you’re in England I also found out they have an E. We don’t E’s in America, but apparently in England there’s E’s. But A, B, C, D, or F and then as long as you get a C, they don’t, C’s good enough and you get a degree. In fact, my motto in college was C’s get degrees. That’s how I passed school. As long as I got a C I could wrestle. So I literally had a 2.1 GPA, I had complete C’s all the way through, except for I got a B in, I think it was something….It was like semester one of year one. So it was a long time ago, I don’t even remember what it was. But I got C’s, I got a degree and yay! I got a degree, whooo. And I leave with a piece of paper that’s completely useless. So we got daycare, we got school and then the third option now, is coaching. So how does coaching work? I’m a wrestler and every single day I show up to wrestling practice, my coach was there. My coach was really good. He knew what he was doing. And I show up and all the other wrestlers would show up and we’d sit and watch the coach and he’d teach us moves and we’re like, “Oh, cool. That’s a good move.” And guess what? Some of the kids would watch the coach and they’d try the move and they didn’t do it right and they just sat there on their butts and did nothing. And then guess what? They sucked at wrestling. And the coach didn’t give them a B, or a C, or an A and it didn’t matter because they were going to put them out on the mat and they were going to get the crap kicked out of them in front of everybody. That was the reality. You don’t get an A, B or C, it’s like okay you’re about to go fight someone. This is your preparation, if you want to just crap it away, congratulations, you did that. And you’re going to get beat up in front of everybody. Then there are people like me, I listen to coaches, I watch, I train, I ask them questions, I keep doing it, I train, I practice. When he would leave my dad would come over, my dad’s out there. When he would leave, then we’d go out to the house eat dinner and my friends would come to my house and we had a wrestling mat on my back porch, we’d wrestle on the back porch and guess what? I became a state champ, I became an all American, I got a college scholarship, because I did more. My dad used to always tell me, “ A coach can take somebody to this level. And a coach has got a whole bunch of people he’s coaching. That entire wrestling room is all there and everyone’s getting there and the coach can get everybody to this level right here. The difference between someone who’s going to be a coach, and someone’s who’s going to be a champion, is after the coach gets you here, it’s that extra effort. That’s what makes you a champion.” So what’s cool about marketing and sales, first off, we’re not a daycare. I’m not going to wipe your butt. I don’t freaking care if you succeed or not. That’s not on top of me. Number two, this is not college, I’m not going to be like “Congratulations, here’s a C you can go get a degree.” Because guess what? You’ve gotta go out there on your webinar or with your pride, and you gotta step out there in front of everybody and you’re getting the crap kicked out of you and if you’re getting a C, you’re going to get destroyed. I’m not giving out C’s. It’s not a college, or university. I actually care about your success. So what we’re going to go is we’re going to have a coaching program, but we run the coaching program just like wrestling. We’re coaching a whole bunch of people the best that we know how. We know what works, but guess what? Everyone sitting in the room is hearing the exact same thing. And the difference between a champion and someone who is average is who’s going to take that extra effort. Who’s going to ask the coach other questions? Who’s going to follow up? Who’s going to practice? Who’s going to get better? Who’s going to do stuff on their own? Who’s going to go home at night, after they eat dinner, for the third practice of the day because they want to be a winner? Those are the people who win and those are the people we coach. So right now you’re in a coaching program. So any of you guys who are in our coaching program, this is specifically towards one person who I’m yelling at, but this is an important lesson for everyone. First off, we’re not a daycare. If you want someone to wipe your butt, it’s like $100 across the street from Clickfunnels. Across, it’s not even the street, it’s like over the fence right there. They will wipe your butt and you’ll feel really good, because you gotta clean butt. Number two, you can go to college. Boise State’s like, I don’t know, 4 or 5 miles down the road. They’ll give you C’s and you’ll feel really good. You can put it on your wall and be like, “I got a degree.” And you’re so awesome, but you’re going to go out in the real world and get the crap kicked out of you. Or number three, you can become a champion. Show up every single day, work your butt off, work hard, and then go out and do the extra effort you need to do to be successful. The last two nights in a row, guess how late I was here at the freaking office working on my slides? 2:00 both nights in a row. “But Russell, you’re super successful, why are you still working hard?” Because champions go the extra effort. I could have gone home. I could’ve not done this. I could’ve just slept. And we got people who are like, “Oh Russell, I worked really hard. I was up til like 8 last night.” Dude, you guys aren’t even there yet. You shouldn’t be going to bed until at least 2 or 3 or 4 in the morning til you freaking get this thing figured out. If you want to be a champion, the coaches can get you to this level. My coaching, Steven’s coaching, what we are doing, we will get you to this level but that’s the level everyone’s at. And guess what? If you’re at that level that everyone’s at you’re not going to be successful. Champions go the extra effort. Champions do a practice afterwards. Champions go home and do another practice. Champions are thinking about it, dreaming about it, working on it, trying to perfect the art so they can become a champion. If you want to be successful in business you’ve got to do that because this is not something where we’re going to give you a C and now you’re going to make money. It doesn’t work that way. You’re going to go out there into the real world, into the marketplace, the marketplace is going to kick the crap out of you if you haven’t been prepared. If you show up and you’re like, “Hey marketplace, I did my first webinar and nobody showed up.” It’s because your stuff’s boring because you just did the baseline and you quit. “I did the webinar, 5 people showed up and nobody bought.” First off, it’s because you did the baseline. If you want to be a champion you have to put in the extra effort from here to here. That is the extra effort you have to be to be a champ. So to recap today. Number one if you want your butt wiped, go sign up for the daycare, it’s really cheap. And they’ll wipe your butt and it’ll feel so good. Number two, if you want to feel good about yourself, feel happy, and like kumbaya and all that crap, go to school, they’ll give you a degree. C’s get degrees, but they will not make you any money. And number three, if you want to be coached, be coachable. Come to the coaching program, listen to what they say and then do it. Don’t complain, “I can’t figure out….” Dude, there’s a thing called Google. There’s an answer to everything, you have to go that extra effort. You have to freaking do it. And you have to do it and you have to do it and you have to do it and you’re going to get beat up a lot during this practice period of time, but guess what? If you do that and get beat up, that’s how when you step out on the real mat against really good people, that’s how you win and we’re creating winners here and that’s what we want. So if you’re wondering, man this stuff doesn’t work for me….actually for those who are watching the video, I’m going to show you this stuff works really good. I’m going to show you, come down the hall. This is how well it works. For those champions, those who take the extra effort there, from here to here, we have them immortalized on our wall. There’s a lot of them. All of these guys here, the Two Comma Club award. All these people, these are the champions. They didn’t just go through the coaching program and stop, “Steven wasn’t as clear on how to do…” They freaking Googled it and they asked other questions. They asked the community, and they worked hard, and they tried, and they tested, and they figured things out, and they were rewarded with a gold platinum record here, with two commas. There’s tons of them, boom. I was showing Instagram last night, if you guys haven’t seen this yet. This month alone, the first guy came in….we filled this wall completely up, and right now if you look at this there’s 15 new one’s that came in. Steven: It’s like 4 or 5 a week. Russell: 15 that came in this month so far, but check this out. I came in last night and look at this, we have a whole other stack. Another 11 more. 11 +15 is 26. So we had 26 people join the Two Comma Club in the last 30 days. So what does that mean for you guys. One millionaire a day’s being made, so if you aren’t hitting it, you’re just stopping right here. You’re not doing that last little bit from there to there that is important to do. So there you go. Steven: You gotta understand that Russell and I don’t hold the key to your success. That’s not at all how this works. It’s funny to watch different people who come in and do different coaching and stuff. It’s always easy to see, that extra little bit, that’s what keeps going. If you’re looking for external things to motivate you, it’s the wrong question already. No one needs to motivate you to do your thing. No one cares about your thing as much as you do. So you gotta be the one who’s all fiery and out there doing the thing, being a pioneer to some extent for your own success with it. Because honestly, you’re the only one who’s going to care enough to do it. So Russell shows the framework, we’ll show how to do it, we’ll help you do things along the way as you get stuck, or whatever it is, but it’s totally up to you. You’re success, everything is gonna be riding on your back. Russell: 100% If you don’t really want success, you just want someone to wipe your butt, go to daycare. If you don’t want success, you just want to feel good and get a degree on the wall, go to freaking college. If you want to make money, change your life, be successful, get a coach. If it’s not me, get someone else. Get a coach, freaking do everything they say, and then stop and do more. That’s it. Champions…..My dad used to tell me this all the time, “Coach only takes you to this level. Champions are made right there.” Alright, it ran over. I gotta get back to slides. Alright you guys, appreciate you all. Thanks so much. I know I’m preaching to the choir for a lot of you guys, but for the other ones, if that stung a little bit, I’m talking to you. So thanks you guys, talk to you soon. Bye.

How we’re creating systems so that everyone can focus on their unique abilities. On this episode Russell talks about being worth $100,000 a day in his business, but not being worth anything as an assistant wrestling coaching. He goes on to say why it’s important to focus on unique abilities. Here are some of the amazing things in today’s episode: Why Russell had to tell an old friend that he couldn’t come visit unless he paid him $100,000 a day. How Russell ended up being an assistant wrestling coach for free. And why focusing on our own and our team members unique abilities is a good way to grow your company. So listen here to find out why Russell charges $100,000 a day for business consulting, but is an assistant wrestling coach for free. ---Transcript--- What’s up everybody, this is Russell Brunson. Welcome to Marketing Secrets podcast. I hope you guys have an amazing day today because I’ve got something cool to share with you. Alright everybody, I’m heading back into the office. It’s been a couple, the last two weeks have been a lot. Some of you guys, if you’ve been watching, last week I re-wrote the webinar from the ground up and it did really well. Over a million dollars in sales in the first week, which is cool. But the coolest thing, now that asset is done and created it will be placed in different places, including the home page of Clickfunnels. And it should, next year generate a lot. Anywhere from 10 – 20 million bucks. So it’s like, you do the work once and it pays you forever. And now I’m writing a webinar this week for our new program called Software Secrets, which is a brand new thing. It’s always, the last webinar I wrote from scratch, but the offer was similar to what I’ve done in the past. So this one, this is a brand new offer, brand new everything. And my kids started wrestling, and I don’t know if I told you guys this already, but the first day of wrestling practice happened and I didn’t know about it. I don’t know, we just got the dates messed up. So my kids went and that night I came home and I was all excited to see them, “How was wrestling?” and they’re all in tears, “We hate wrestling. We never want to go back.” And I was like, “What? No.”  So I had to call the coach and a few minutes later I called to be an assistant wrestling coach. So now everyday at 3:00, I love it, I get to go to wrestling practice with my kids. The only problem is that this week was planned to be the Software Secrets launch week, so I was going to have a whole week to build out the webinar. The problem is that now from 3 til 6 every night I’m at wrestling. So it cuts out, plus like drive times and everything else, it cuts out about 4 ½-5 hours every day. So I really needed to get this webinar, so I’ve been late nights. I was up at the office until 2 last night. I’m going to probably be there til 2 or 3 tonight and then do the webinar tomorrow morning live. But I think conservatively, it’s an amazing offer. It’s really insane. I would be shocked if we don’t do a million dollars during the launch week, or this week, the webinar week, you know. And then that will go on and next year it could do, who knows, anywhere from 5-10 million bucks. So you do the work once and it pays you for the next 5 years, which is cool. That’s what I love about webinars. All that effort you put into it. So it’s worth putting in the effort. It’s funny, as I’ve been doing this and thinking about it, I had an old friend from about 15 years ago call me and to start off, just kind of catching up and then, and I respect him for this, but as a good sales person does, he wanted to sell me something, and he’s like, “yeah, I could fly out to Boise and spend a day or two with you guys and show you all the stuff that we have.” And all this stuff right, and I was just like, how do you tell your friends this. Awkwardly I’m sitting there and I’m like, “Hey man,” I was so uncomfortable, because how do you tell your friend, someone who’s known you when you were just a punk kid? “I don’t know how to tell you this nicely, but just so you know, right now I bill out, if you were to come in for a day of consulting I bill out an 8 hour day at $100,000. So for you to come out for 2 or 3 days, the opportunity cost for me, its 2 or 3 hundred thousand dollars. So it’s really hard for me to just block out that time. I feel like such a jerk telling you that. But if you want to come out and we hang out as friends or something, I would love to see you again as friends, that’s super cool. To take 2 or 3 business days, the opportunity cost is not little.” He was like, “What? Are you serious?” I’m like, “yeah.” It’s kind of awkward right. But that’s what we charge. You know, I saw someone the other day posting in our Facebook group like, “How come the guru’s don’t just charge $150 an hour so they can help everyone?” and it’s like, gall I wish I could. I wish there were more hours in the day. That’d be awesome. But I was like, literally I’m spending 3 days to create this webinar that will make me a million dollars in the first week. And anywhere from 5 to 10 million dollars extra, maybe more. Who knows? So I’m spending 3 days, 3 days of focus time. And in my pocket goes 8 plus figures. $100,000 a day is actually super cheap discounted rate. You know what I mean? So I was trying to explain that, I was like, I don’t know how to say it nicely. I was like, even if you did want to pay me $100,000 a day, the first opening is probably 5 or 6 months away. My calendar is insanely booked. Anyway, so that’s kind of, that was this awkward moment. “I’m so sorry man, I just, I don’t want you to think I’m a jerk or anything, but that’s why I can’t just have you come out for 2 or 3 days to sell me something. I just can’t, I wish I could.” So that was, there’s step one. And then so now I’m at wrestling practice with my kids and I’m sitting there and I’m spending 3 or 4 hours a day, every day, at wrestling practice, which again, I love. It’s so cool. I remember when I was this age, going to practice and my dad coming and watching and working out with me. It’s just cool. It’s been a really unique time with the twins, just such a cool thing to be able to spend time with them. Like I said, they haven’t liked wrestling, so I’m in there trying to make sure they’re liking it. I’m in there wrestling most of the time I’m drilling with them, I’m helping them and just making sure they have a good experience just so that they keep doing it. And for the next two or three years in the beginning programs, that they like it. If they like, I just don’t want them to get hurt, or beat up, so I’m just there to make sure that they like it and teach them some moves so they start beating kids. Because if you start beating kids, then it gets fun. So I’m just like, trying to get them through this initial pain of the beginning. And I’m sitting there, I’m an assistant coach, I’m not getting paid anything obviously. And I was just like, it’s so interesting, in this area of my life, like in business, my time is worth $100,000 a day. But in wrestling my time is not worth anything. I’m not getting paid for the 3 to 4 hours a day that I’m spending, which is, I don’t want to get paid for it. But I had this realization, over here I’m insanely valuable monetarily. Over here, I’m not. Best case scenario, if I was, even the best wrestling coaches in the world maybe, maybe clear 6 figures, probably not. Most of them probably $50-60 grand max. And these are like the best, these are the dudes like the Michael Jordan’s of the world, of the wrestling world. So it’s like, let’s just say I was at that level and I was getting paid that, I’d still be making $20 an hour, $30 an hour maybe. So for three hours it’s worth $60, $80, maybe $100 for my time. Whereas that time spent over here is worth $20 grand an hour. You’re looking at $20, 40, 60 grand for that same time, just where am I focusing at. And as I was thinking through it I was like, that’s so fascinating how valuable I am here and not so much here. So I started thinking about us as entrepreneurs where how often do we spend our time, we have a unique ability that’s worth $100 grand a day right. To our company and to us and the people we’re serving right. But then, we go and start doing these $8 an hour jobs because it’s gotta be done, so I should be the one doing it. But you’re not worth that much there. It’s so expensive to have you spending time on $8, 10, 20 an hour jobs if you’re making $20,000 an hour doing your unique ability. It’s been interesting, I’ve been working with Jeff Woods, from The One Thing, on building things out. One of the big things I’m focusing on, thinking through is we’re trying to re-systemize our business because it’s kind of to the point where we need to re-set and re-do all those things. And as I’m thinking through it I’m just like, I want to create the systems and my goal in these systems is to create the system so that it forces me, and forces everybody on my team to only do their unique ability. Because each of us has a unique ability where we’re worth $100,000 a day, and then we have things we’re good at where we’re worth $20 an hour. It’s like, if I can get everyone focusing on their unique abilities where they’re worth $100 grand a day versus their non unique abilities where they’re worth $100 a day, man how much faster can we grow and can we scale and all those type of things? So that’s been my thought process. So right now, we’re in the re-systemization of our company from now until the end of the year. After the Software Secrets launch I’m going to take, you guys will see me take a little bit of my foot off the gas, so I can recoup, restructure, get systems in place and then in January we’re going to go crazy, so it’s going to be fun. But that’s why, I’m trying to figure out how to get everyone focusing on their unique ability and not focusing on the $100 a day jobs that they can do, and they are doing, but how do we get it so we’re all focusing on unique abilities? So for you guys who are thinking about it, what’s your unique ability? Think through that and then figure out, okay now that I know that, what are the people on my teams unique abilities and how do I create a structure where everyone is focusing 100% of their time on unique abilities? When you do that, you’ll start growing. Dan Sullivan, at strategiccoach.com, if you guys go there he, I just bought every book on his website last week. It showed up in a huge box. Because I’m about to immerse in some Dan Sullivan, so I don’t just buy one book, I buy all of them because I love immersion. But in one of his books, it’s about unique ability, it has like a work book and everything. I haven’t read it yet, but I know it’s awesome, so check it out. You guys, there is Garrett, and there is Scott. Those are our partner’s for Software Secrets, Lindsay, they’ve been up here for the last 2 days camping overnight with me getting everything ready for the launch tomorrow. So if you guys are watching the video you just saw Garrett, Scott and Lindsay. If not, you just saw me point in the air and didn’t see anything, if you’re just listening. So anyway, I’m going to jump in and we’re going to get this thing launched. I got 5 ½ hours before wrestling practice. After wrestling practice I’m going to come back and probably spend another 51/2 hours, so about 10 hours to get this webinar done before my body will shut down. Wish me luck. And then tomorrow will be a million dollar day and then we’ll have an asset that’ll pay us for the rest of our lives. So this is my unique ability. So that’s what I spend my time doing. Spending my time managing, $100 a day job. Spending my time writing webinars, $100 grand a day job. So I’m focusing on my unique ability today, which will be good. So that’s all I got. Alright everybody, appreciate you all, talk to you guys soon. Bye.

I use this in every webinar, every Facebook live, every sales letter, and pretty much every time I sell anything, and I’m going to give it to you for free! On this episode Russell talks about a closing technique he learned from the first copywriter he ever paid, that he has been using ever since. Here are some of the awesome things you will hear in today’s episode: Who Russell first heard use this technique and what’s cool about it. Listen as Russell go into character to show how he does the sales pitch. And find out why it doesn’t have to be all or nothing when people buy from a webinar. So listen here to find out what technique Russell has been using for years to close. ---Transcript--- What’s up everybody, this is Russell Brunson. Welcome to the Marketing Secrets podcast. So excited to be here with you guys today. And today you guys are learn one of my top closing techniques that I use in webinars, and sales letters, and sales videos, and Facebook lives and over and over and over again. And I might even use it in other aspects of my life as well. Alright everybody, I hope you guys are excited today. I’m heading over to my son Aiden’s school, he’s 7 years old and today I am the mystery reader. So what happens is in about 15 minutes from now I’m supposed to sneak up to his door and I knock on the door and they open the door and I get to come in and read a book to them. And he doesn’t know it’s happening, but they’ve been giving clues out about who I was all week long. So every Friday they do this and so it’s kind of fun, so today’s my day and I’m so excited. I got my book, got some Dr. Seuss with me. He was cute, he was like, “Dad, if you are the mystery reader today, you should bring treats.” I’m like, “Oh, what kind of treats do you want?” and he’s like, “It’d be cool to make those oranges.” Those little oranges, whatever those little mini ones are called, and they’re peeled and you put a little celery thing on top of it, so it’s like a little pumpkin. So my wife spent all day today peeling little mini oranges and putting those things in. Oh man, he’s so cute we have to do what he asks. Just kidding, kind of. Anyway, so I’m heading there right now and I had a few minutes I wanted to jump on and just share with you guys because as you may or may not know, I re-wrote a new podcast recently. I did it first live last week after less than a day of writing and there were tons of mistakes and errors, yet it still was our highest grossing webinar of all time. So it worked good. I spent the last week re-writing it and tweaking it, I spent probably another twelve hours or so re-working on slides and getting them just so. And then did a webinar yesterday and did awesome again, so it was fun. And in that webinar, as I do in most webinars, I did a really cool closing technique that I love, so I want to share with you guys because I think it’s useful. So the first time I ever heard this, there was a copywriter, not was, there is a copywriter, he’s the first copywriter I ever spent money on. I gave him $8000 for a sales letter back in the day for a product I never launched, that was dumb. Yeah, I never even used it. It was called, a product I was creating called, Ezine Topia. Because everyone used to call newsletters list, like email lists back then e-zines. So I was like Ezine Topia, and it was going to be this email auto-responder that didn’t use email, it would be desk top notifications, and back then that was the buzz and I thought it was going to be the next, I thought it was going be Clickfunnels. It wasn’t, just in case you’re wondering. I failed. But in theory it was cool and I spent a lot of money. Anyway, Ezine Topia, Johan Mock wrote the copy for it, and I used to love reading his copy. And one of the closes he used one time I saw, it was really cool. It was towards the end and it said something at the very end of the sales letter like, “Whether you buy this product or not doesn’t matter to me, I’m still going to be out eating steak and dining at fine restaurants whether you buy this or not. Because this is not about me, this is about you. This is something that will change your life. It’s not going to change my life whether or not you buy, so I don’t really care. But this will change your life.” And I remember hearing that and I was like, oh that’s so cool. So I started incorporating that in a lot of places. In my webinars, I started using it in Facebook Live, start using it just all over the place. So if you notice when I’m selling something I do it almost every time now and it’s one of my favorite techniques when I get to the end. Because at the end, people aren’t buying are like, “Oh, it’s $2,000 or $10,000 or whatever the price is. Russell is just greedy, he wants money.” Or all these things. And so I just want to state to them, I want them to know, and it’s true, it doesn’t….. Anyway, this is how I say it, I’m going to go into character, and I’m going to pitch it as if I’m pitching it right now. So yesterday I was selling a $2,000 course where you Clickfunnels, plus Funnel Scripts, plus Traffic Secrets, plus Funnel Hacking 101 and 201. It’s an insane offer, right. I honestly think anyone who doesn’t buy it is insane. So basically I’d go say something like this, “So before we wrap up today I just want to say something right now because I know a lot of you guys are thinking this. But this investment, this $2,000, it is not about me. Whether you make this investment or not, it will have zero impact on the quality of my life. I’m not going to eat anything different tonight for dinner, I’m not going to change the way I dress, what I drive. It literally means zero to me, I couldn’t care less. But the difference is that this purchase, this investment, this could mean everything for you. I’m not going to notice whether you buy or not. It won’t change the quality of my life at all, but if you buy it’s going to change the quality of your life. I need you guys to understand that. This is not about me, this is about you. That’s why I created this, because I want to help and I want to serve you. So that’s what you guys need to understand, that’s how this works.” I do it a little cooler when I’m live because I’m actually live and the stuff flows better, but conceptually that’s basically what it is. I want them to understand this investment, like if they spend $2,000 or even $25,000 doesn’t change my life at all. I don’t really care. I hope they do because extra money is always nice in the bank, but it literally won’t change, I’m doing well, I’m fine. It’s not going to change anything. I’m still going to go on my daily, the way that Johan Vox said it, I’m still going to go on my daily life. I’m going to be eating steak and sushi and hitting all my financial goals with absolute certainty, so it doesn’t matter to me if you do it or not, I could care less. But it should matter to you because it literally could change your life forever, I want you guys to understand that. This is not about me, it’s not about if Russell’s going to make some money, or if Russell is going to whatever. This is about you. This about you making a commitment and having the blueprint, the vehicle, the things you need to actually succeed with that commitment.  So this is about you, not me. So put it back on them and it helps a lot. I use it a lot and I hope that’s a tool and a technique you guys can use as well. And it’s putting the responsibility back on their shoulders. Because when people aren’t buying they’re always trying to figure it out. Different ways to take the responsibility off and one of the ones they use is, “This is just Russell trying to get rich.” No, Russell’s already rich, he doesn’t care. The $2,000 you give him, he’s not going to see any of it. Half of it will go to an affiliate, half of it will go to support staff, half of it will go to building software, it literally does nothing for me. This is about you, not about me. And that’s the commitment that I want them to understand and I want them to make. Because when they understand that, it’s like, “Wow, this really is about me. I gotta do this.” If I don’t buy it’s not going to make that mean old Russell salesman any different. It’s a personal decision, something that’s going to affect them. Anyway, I hope that helps. One other thing I wanted to share with you guys that I thought was interesting today. So we did the webinar, the price is double now, the offer is like 10 times better, but the price is double. And it’s interesting because the conversion, I normally close about 15% and it was closer to 10%, so we made more net money when all was said and done, but what’s interesting, the more I think about it, if you create a product where it’s not all or nothing on the webinar. So I try to sell that but usually on the webinar you don’t buy the package I offer you, you still can buy Clickfunnels, right. So that becomes a two to three hour indoctrination of how powerful it is and why they should use it and why they need it and stuff like that. And I think that that is the key. So I’m just throwing it out there for you guys to think through. If you’re doing webinars and they’re not buying, it’s not an all or nothing. Again, if you have a software program it’s easy because it’s like, you’re selling a higher version of software, they can use the software. Maybe it’s a membership site you’re trying to sell a year access, but they can still get the membership site, then it’s not all or nothing. Then it’s just like, even if they don’t buy it, they still now are moving closer towards you and more likely to invest in the other stuff you got. Don’t think it’s all or nothing. It’s not all buying or not buying, it’s indoctrination, it’s building relationships, building cultures and all that kind of stuff too. Alright, well I’m at school, I’m going to bounce. Thanks everybody. I hope you had a good time and remember this closing technique will work for you and it’s awesome. So there you go. Thanks everybody. Bye.

The second super power that you need to add that’s, unfortunately, invisible to the entrepreneurial eye. On this episode Russell talks about being able to set long term goals to help you focus today and stop chasing all the shiny things that you see along the way. Here are some interesting things you will hear in this episode: Why you should stop being distracted by shiny things by focusing on the one thing that you want to do. Why being entrepreneurial is like having a super power and how being able to set goals and follow them is a second super power. And how setting a someday goal will help you reverse engineer your 5 year, 1 year, 1 month, 1 week, and today goals. So listen here to find out how to add another super power to your entrepreneurship. ---Transcript--- What’s up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast. Today we’re going to be talking about being an entrepreneur and sometimes it might not be good. Alright everybody, so as you know, I love entrepreneurs. I am an entrepreneur; I’m obsessed with entrepreneurs. My entire goal in life is to help entrepreneurs change more people’s lives because I think that we are the only types of people that can. Because we’re the only types that are crazy enough to risk everything we have, our money, our time, our energy, our talents, the pursuit of creating something amazing that will change other people’s lives. Some people think entrepreneurs are greedy, all they care about is money and I don’t believe that’s true. I believe some are, yeah, there’s definitely some that are. But I think that a lot of people, the entrepreneurial spark starts because of money, because of the desire for that, but I think for most of us, and you’ll find that out if you’re still in the path, as soon as you start making money it starts becoming stupid. You actually don’t care about it all because it’s really not that cool. So there you go, for those of you guys, I hate to ruin the surprise for you, but when you get there, nobody actually cares about money. It’s just the thing that you desire at first until you get it, and then you’re like, huh, that was actually not nearly as cool as I thought it was going to be. But the cool thing is in the interim as you start doing that, you start serving people and you start seeing their lives change and you’re like, “Holy crap, that was actually awesome.” So that’s kind of the thing. Like I said, I love entrepreneurs because they’re the people who care enough to risk life and limb, everything they got, all their time, energy, money, talents with the hope they can actually help other people. So first off, I love you guys. I’m going to stay there. Second off, I also realized that while we have super powers, kind of like the X-men. It’s funny because a lot of people talk about how entrepreneurs have ADD and it’s like this bad thing. And while I agree that most entrepreneurs have ADD and things like that, those things they are not disabilities, they’re super powers. I remember watching the movie the X-men the first time, one of the multiple one’s in that franchise. I remember watching it and there’s these people, the X-men who they think can fly and they can disappear and do all these amazing things, but the mortal humans are like, “We need to get rid of their super powers.” And they’re trying to get rid of these super powers. And it’s just like, even some of the X-men are embarrassed of their super powers and are trying to get rid of them. And it’s just like, you don’t understand, those super powers are what makes you amazing. Don’t get rid of those things. So I feel that way, a lot of times entrepreneurs are the people like, “I’m trying to get my kids not to have such ADD or quit fidgeting.” All these things. And it’s just like, dude, that’s why they’re great. Don’t stifle those things. So I’m saying those things in caveat because I also understand there are some things that us entrepreneurs are not good at, especially me. Some of you guys know, if you listen to the podcast, I recently hired a consultant, Jeff Woods from The One Thing. It’s funny because when I first read that book, I kind of hated it. Because I was like, “I don’t want to focus on one thing.” And now it’s interesting as I progress in my career and my life, I realize more and more how important that, the focus on the one thing actually is. In fact, it’s essential to everything. I look at my entrepreneurs and most of them that join my inner circle. They come in 50,000 ideas and my entire focus for the year number one is to get them to kill all their babies, AKA their little businesses and focus on one. It was just hard, it was hard for me. But I couldn’t go, I couldn’t break the 2 or 3 million dollar a year mark until I killed all my babies and focused on one. And as soon as we did, we went up from 2 or 3 million dollars a year to 70 or 80 million dollars a year, within, not a very long period of time. It’s crazy. Crazy. Within a couple of years. So that’s one thing that I’ve learned. Entrepreneurs, we have these tendencies that cause greatness, but also tendencies that cause tend to kill us. One of them is we have a thousand businesses, we have all these babies we love and things like that. But during my consulting call this week with Jeff, from the One Thing, it was interesting, he kept telling me, “You gotta stop acting so entrepreneurial.” I’m like, “But you don’t understand. That’s my super..I’m a super entrepreneur.” And he’s like, “I know but entrepreneurship got you here. But to get to the next level, you have to start running and understanding and thinking like a business owner.” And he keeps trying to get me to figure out what’s my goal someday. What’s this goal I’m out here for? And it’s tough because I started going through this exercise and I talked about it a couple of podcasts ago. It was weird because I realized that all my someday goals, I accomplished like 18 months ago. How weird is that? And as I’m going through this exercise, I told him “I’m really frustrated. I feel like I have perfect clarity and vision with what’s going to happen over the next 6 months, a year, maybe 18 months. After that it’s like a dark cliff.” And I remember as I told him that he kind of laughed. He was like, “Let me show you something.” Because it was a voice call, so he flipped his camera on Skype and said, “Let me draw a little picture for you.” And so for those of you guys who are listening, I’m going to try to describe the picture, and for those watching, I’m going to try painting it with my finger. I’m in my car right now. But he said, “Look at this. This is a timeline right? So it starts at the left and you have this timeline. This is when you’re born, and this is when you wrestled, and this is when you started your business, and this is when Clickfunnels launched, and this is when Clickfunnels took off, and here you are today. This is the timeline. So we judge our time based on these landmarks that happen throughout time. Most entrepreneurs, we’re visionaries so then we look at the future we see all these possibilities.” So if you look at this graph I’m drawing from the left to the right, it’s very linear and then it hits modern time and from here it shotguns out. So going up there’s one thing and then there’s another one. There’s like ten things shooting out from this. Almost like, it looks like a broom almost. It’s like a stick with a timeline and then it breaks off into this broom with all these possiblitites, all these things fanning out that I could go. And he says, “The problem with that, we see all these shiny objects, so we chase those things. Entrepreneurs become great when they’re able to focus on one thing. But what most entrepreneurs do moving forward, they get stuck because they can see forward 6 months. In 6 months there’s like 4 or 5 things that they could hit. These 4 or 5 shiny objects. And you go like a year and there’s more. The further out you go the harder it is to see and about 18 months it gets so….that fan of things going outward from where you are today, gets so wide it gets really hard to start seeing things. That’s why entrepreneurs are really good at seeing about 6 months to a year from now and knowing the steps to take and they’re running and doing all those kind of things, but you go past that and it’s kind of a black hole.” “What we do with The One Thing and focus on is figuring out like a laser, instead of…..” I wish I could draw a picture so you could see it better, for those who are listening. But instead of having this thing fanning out where you’re trying to hit all these shiny object what they do is start with the someday goal. Where do you want to be someday? And getting crystal clear on that. Someday I want to be, and this is like in the future as far out as you can think. Where do you want to be, what do you want life to look like? So I’ve spent the last 3 ½, 4 weeks trying to figure that out, which has been really, really hard. So just so you know, it’s not an easy thing. So you figure out, here’s the someday goal and from there it’s like, okay now we gotta reverse engineer timeline backwards of all the milestones we have to hit to be able to get to that one thing. So we reverse engineer. So okay, 5 years, where do I need to be in 5 years from now to be one track to hit my someday goal? And then, now I crystallized my 5 year goal. Now what do I gotta be in a year from now? And then where do I gotta be this month? This week? Today? And then we focus on just the one thing that we’re going to accomplish that going to achieve that next landmine, not landmine. Landmines explode. The next landmark, and the next one and next one and next one. Man, it’s been a fascinating exercise. The business ones are harder to explain, but I’m going to show you really quick, one for my personal life. One of my thoughts in this exercise, what will it mean for me to be successful as a father? So I’m like, okay for me to be successful as a father, and obviously my belief’s may be different from yours. But for me, I’ve got three boys. I want my 3 boys to go on missions and I want all my 5 kids to get married in the temple. For me, that would be ultimate success as a father. So I’m looking at someday goals, is that. So essentially it’s like, okay where do you gotta be in 5 years from now for you to be able to accomplish that? In 5 years from now, my boys who are 11 ½ almost 12, they’ll be 17. They’re a year away from preparing for their mission. At that point, where do I have to be 5 years from now, if they’re going to go on a mission by the time they’re 18? I’m like, oh my gosh, they’ve got to be able to….all these things. That’s only 5 years from now, which is crazy. Then I’m like okay, from there, 1 year from now where do you gotta be to be on track for your 5 year goal? 1 year from now they’ve gotta do…I don’t have my kids doing…. All the sudden it shifted my whole perspective. Based on that, what are you going to do a month from now, a week from now, and today? What’s the one thing I need to do with my kids today to be able to hit that goal 5 years from now? I’m like, oh my gosh, I’m not doing anything related to that. I found the same thing in business as I looked at my someday goal, my 5 year goal, my 1 year, my week, my month, and today, I looked at my to-do list, there wasn’t a single thing on my to-do list that got me moving towards my someday goal. I was like, how fascinating is that? I have all these shiny objects, as entrepreneurs do, they’re good, they’re creating revenue and doing stuff, but none of them lead me to my someday goal. It makes me start rethinking everything, it’s so fascinating. So what I want you guys to do, because we’re all entrepreneurs, and I don’t think about this naturally, none of us do. It’s all the different type than us. But Jeff keeps telling me, “you need to stop acting entrepreneurial. Stop acting entrepreneurial. Figure these things out. Reverse engineer, then you can go get them really, really easily. But right now, you have no focus, you’re accomplishing things, you’re making revenue but you’re never going to hit your goal because you don’t have one. You don’t have a target.” And it’s been interesting for me. For me, I’ve been really spending, honestly almost a month now, what’s my someday goal for my business? And I’m trying to make sure, all my core people on my management team, my company, my cofounders, my partners do they have the same someday goal as I do? Because if my someday goal is to do this, and theirs is this, the direction we go is completely different. We were thinking, just yesterday, or Monday we had a meeting with my partners and I was talking about this, and I wanted them all to say their someday goal and they’re all like, “well we just want the same someday goal as you.” I’m like, “No, think  about it. If it’s different….my goal is this, yours is this, this goal may require us selling Clickfunnels, but this goal requires us not selling CLickfunnels and if we have different someday we’re running towards and yours requires selling Clickfunnels in 3 years and mine requires us never selling it, or selling it 30 years from now, everything we’re doing is going to be completely different. We gotta be on the same page with our someday goals or else we’re all screwed.” So that’s what we’re going through now, having all of them kind of figure those things out. And then next it’s going to be fun, start doing some of the people inside my team, “What’s your someday goal? Where are you trying to get to?” and then reverse engineer things from there. It’s just interesting. I’m doing it with my business, in my personal life, with my health, with spirituality, all the different things in my life because it’s interesting, as soon as you know where you’re trying to get to, you start looking at the to-do lists you have right now. It’s interesting how none of your to-dos actually advance you towards your someday goal. All it’s doing is killing all these shiny objects that you have sprouting out from where you are right now. So he says our life should be similar to the timeline prior, where you’ve got, I’ve got I was born, I started wrestling, I launched our first company, we launched Clickfunnels, Clickfunnels took off, and here we are today, and this should be like, “okay, then we did this” We should be able to see that timeline moving forward in the future as clear as we can see it going backwards. As soon as you can see it as clear going forward as you can going backwards, that’s when you stop acting entrepreneurially, which I hate saying that. But you start acting with intention. And it’s like, these are the steps to get to that. It’s so simple when you look at it now, but I’ve never thought of it that way. I’ve never looked at it that way. And it’s funny because I’ve always felt like I’ve been a visionary, I know where I’m going, I know the steps. And it’s true, I know the steps for 6 months, maybe a year from now, but past then it’s invisible to me. And now that I’m doing this it’s like, holy cow, I’ve got this clarity of this is what I gotta do this year, in five years, all these landmarks to get to that end goal. Anyway, it’s been a fascinating exercise for me. Like I said, it’s been a month and I’m still trying to, I keep re-tweaking my someday goal and re-tweaking my teams. But I think it’s worth doing. Again, in your personal life, your business, all these different things, that way you’re acting out of intention and you know where you’re going as opposed to just being entrepreneurial and killing and hunting the stuff. There’s nothing wrong with that, that’s what makes us great, the reality is none of you guys would have gotten to the point you are now if you weren’t acting entrepreneurial. Because most people, they plan so much and they don’t do anything. The whole ready, fire, aim thing. I believe in that. It’s like, okay, here are twenty objects, I’m just going to run and throw a bunch of crap against the wall and see what sticks. There’s that part of the processing that we needed to do to find what’s going to be ours. But after you know that and you’re on the path and you know those things, now it’s like okay now let’s start acting intentionally and really get to what we want. You know when I was wrestling, it was easy. I was like, “I want to be a state champ.” That was so clear in my mind. That’s all I cared about, thought about. You know, 8 drinks lefts, that’s all I did. I wanted to be a state champ. And then I hit it and then I was like, “I want to be an all American.” And then I hit it and it just became really, really easy. And I think it’s, again for me, as we started this exercise, all the goals I had in business had been accomplished 18 months ago. And for the last 18 months, I think that’s probably why this year was crazy for me, I did a lot of stuff. We launched two books, Expert Secrets and the Funnel Hacker Cookbook. We did 5 events. It’s been crazy and it’s because I don’t think I had a focus, so we were just trying to do more. While that can be good, it’s very entrepreneurial, it can wear you out and can make your life suffer because you don’t  know where you’re going so you’re filling all the void with stuff, to-do’s, tasks, ideas, projects, books, holy crap, you see my list. While these things sometimes fill you up, it doesn’t get you towards your goal necessarily. Not that they’re bad, they may have still been landmarks that I needed to do to get there, but I probably would have acted a little differently. In fact, it’s funny I was doing this one thing, I can’t ruin the secrets, but this next project that I was going to try to get done this year, I’m like, it’s not, my ego wants it done this year, but there’s no purpose. So we set a date for next August to do it. I’m like, “What? That’s almost a year away, I’ve never had that much….” But strategically planning it out, that’s when it fit, that’s when it actually made sense. That’s what got me towards the next goal. It’s been fascinating. I wish I could show you all the aha’s I’ve had personally with my own business, but it would take forever. Hopefully you’ve had one or two for yourself and as you do the exercise, I promise you guys, it’s fascinating. So there you go, I hope that helps. Quit acting entrepreneurial, not 100% though, we need you. We need you to be a little crazy, that’s what creates the change and the stuff. I don’t want to take that super power away from you, okay. That’s your X-men super ability, but understand that maybe you can fly right now, but think if you had laser eyes too, now you got two super powers. So maybe it’s not stopping acting entrepreneurial, it’s getting your second super power. Yes, yes, that’s what it’s called. Oh, this is the second super power, that’s way better. Keep being entrepreneurial, we adding a second super power. I’m titling this podcast that. There you go guys, appreciate you all. If you enjoyed this episode or it helped you at all, please share it. If you’re in iTunes I just found out that there’s a little button that you click and there’s a thing to share an episode, it gives you a link. Take that link, it direct links to this episode and you can go share it with your friends, family members, anybody else who’s an entrepreneur, anyone on your team, in fact, your team, your partner, your employees, so all you guys can focus and figure out where you’re going. Thanks you guys, appreciate you all, and we’ll talk to you soon. Bye.

Here’s a behind the scene’s glimpse of the chaos that ensued in the 24 hour webinar. On today’s episode Russell goes over what happened when he planned and executed a new webinar in under 24 hours. He recounts what went wrong, what went well, and how it did overall. Here are some cool things to listen for in this episode: What things went wrong during the webinar, such as software freezing, and slides not being completed in time. Why a guy that actually pays Russell for coaching has no business critiquing the webinar. And why you need to just do it if you are planning on launching a webinar. What are you waiting for? So listen here to find out how Russell’s webinar went and hear what he’s changing when he redoes it later this week. ---Transcript--- What’s up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast. Alright everybody, I hope you guys are doing awesome today. I am actually in the car. Don’t worry I’m safe. Don’t yell at me, “Russell you’re going to die.” I got my phone mounted so we’re safe. I’m just going to be talking, I’m not even going to look at the camera unless I stop. Then I’ll look at the camera. But I’m excited for today, in fact, I’m heading to a doctor’s appointment. Hopefully I can find that. I’m a little late, but that’s kind of typical for me. Anyway,  a lot of fun stuff happening now, and I just wanted to share some stuff because hopefully it will help some of you guys because I’m sure all of you guys are going through some stuff right now as well. So a couple of things. Yesterday I saw, it’s funny, somebody posted in one of our groups a message about, critiquing the webinar I did last week. So some context on the webinar, this webinar that we had the idea on Tuesday. I had to write brand new slides from scratch on Tuesday. I had all day Wednesday and half a day Thursday. So I had a day and a half to do all the slides, it ended up being like a hundred and sixty slides. I made a registration page, we had to promote it. All this stuff in under a 48 hour period of time. A lot of stuff. I can’t remember if I told you guys much about it. But when all was said and done, we launched it and we had an 81 1/2 % opt in rate after over 10,000 opt in’s, which is insane, highest converting one I’ve ever had. Number two is we are selling a similar offer, but we are kind of changing it some, to our old funnel hacks. We are changing it, increased the price, we changed the training a little bit. So it’s a similar offer, but it’s different. So I have a lot of stuff going against me. Most of the people on our list have heard me do the webinar selling them the main thing probably, I don’t know a hundred different times. So I needed and wanted to make a new version. So this I did this whole new thing that showed a bunch of stats and analytics and it was just a really cool thing. So we did the whole thing and put it together, I literally as I ended up with over 10,000 people registered and I’m cranking out slides all the way up to the point where the webinar starts, I think it was 3 eastern, or 3 mountain time it started. I probably had 75% of my slides done at that point. So I didn’t have time to finish, I probably needed another 3 or 4 hours to actually get it done, but I ran out of time. So literally as the clock hit 3 I am copying and pasting all my slides from my old presentation to my new one because I have no time to actually finish it, which is crazy. So then we start the webinar and we start going, and I never used….we never had a webinar that had that many people register. So we used Zoom instead of Go to Webinar, which I was nervous about because I always used Go to Webinar, it’s like good old faithful. But we decided to try Zoom because Zoom has the capacity to do I think 3 or 5 thousand people live, plus you can stream into Facebook. So you can do Facebook Live or Youtube live and things like that. So I was like, let’s try it. I know it’s scary to try something huge, especially something that you have this many people registered for, but I was like, we keep talking about trying it but we’re scared it’s not going to work at scale but the only way to find out if it works at scale is if you just do it. So we’re like, alright let’s just do it. If worst case scenario we’ll lose millions of dollars. So we do it, and I start Zoom and at first it’s all frozen up. It’s not processing very well at all. And finally I’m able to get on and people can hear me but I can’t see questions and every time I try to just hover over the thing, there’s just a spinning circle, but people could hear me. So I was like, alright. And we’d already clicked record and it was already streaming to Facebook, so I’m like, I just gotta go. So I started the presentation, and there’s like 30 people in my office. Not 30, I’m exaggerating, there’s probably 8 people in the office who are trying to get things setup and working and they’re talking and I’m trying to be like, “Don’t talk, I’m doing the webinar now. I’m stressing out.” And the slides aren’t done and in my head I’m all mad about that. I haven’t had a chance to even go through the slides yet, I have no idea if the transitions are working. All the stress of the moment is just insane. So I start kind of going and man, I totally am fumbling as I start because I’m kind of overwhelmed because the slides aren’t working. I’m overwhelmed just because of the stress of it all. The first probably 15 minutes and I’m just fumbling and I can’t get my rhythm. You know how that feels to get the rhythm. It took me probably 15-20 minutes before I finally started getting the rhythm. But then even with that, because it was a new webinar, I didn’t know super well where it was going. I kind of remembered because I had just created it. But I hadn’t really done it before, so I don’t really know where I’m going, I’m trying to do it all right. Anyway, I do my best in the confines….some reason I have this weird thing where I set these crazy confines for myself. So we had probably a day and a half total time to…no actually excuse me…..it was the night before, I started on slides at 4pm and the webinar was the next day at 3. So I had 24 hours total, but I had to sleep in the middle there. So I think we were up all that night until like 2 working on slides. So it was less than a 24 hour period of time to do all 160 slides for a new presentation I’d never done before and then give it live in front of all these people. We ended up having about 3500 people on live and I think we had 11,000 that watched it on Facebook, but that kind of ebbs and flows. I think we had on average about 4 or 500 people on Facebook. So it was crazy. So I do the webinar, do the presentation, do the pitch and again it’s the first time doing the pitch, there’s all sorts of confusion and questions and things coming up that I didn’t even have time to plan for because I was going to pitch it this way, but I was using slides from my old presentation. It doesn’t even make any sense. But then the powerful thing I did, the night before when I was planning to do this, I messaged like 20 different people in my inner circle that were just people who were killing it in Clickfunnels in different markets and different industries. I was like, “Hey, could you guys jump on tomorrow for like an hour and just tell your Clickfunnels story?” and they were like, “Oh sure.” And amazingly they all show up. So I get on the webinar and I’m trying to do the interviews but my computer is frozen, the zoom on my computer is frozen up, so I can’t actually interview anyone. We have all these amazing people who took an hour out of their life to be here and I can’t even communicate with them. It took us like 10 minutes to figure out…On my computer we couldn’t do it, so we had to switch the presenter to Mark’s computer, on our team. So then we were on his computer, and then we’re…so crazy. So then I got it work, so I’m doing the Q&A through his, but then people can’t see the screen, so I’m trying to do call to action’s throughout, and no one can see the countdown clock and it was just kind of like, it was all sorts of messed up. So many problems, so many issues. But we’re doing the live Q&A and that part, it went for an hour, but it was really good. People’s Q&A’s were so good. I’m praying, please let the Zoom recording stuff work because we want, I need to use these recordings somwehre else. Please, I want to use them again. And luckily the recordings came out. So we do the webinar, it finally ends, it’s like 3 ½ hours from start time to this point. I haven’t slept literally more than a few hours in the last 24 hours. I’m tired, I’m worn out. It was like a thousand degrees in my office because everyone was in there. It’s just done, I’m soaking wet from sweating, and I was like ugh. We finally end the whole thing and we couldn’t figure out how to actually end it. I’m like, “Don’t talk guys.” Because Zoom’s frozen on my computer, we can’t even end the event. And it was just crazy. Finally we figured out to take it off and end the event, and it was done and wasn’t streaming on Facebook anymore, and then everyone starts cheering and clapping. I was like, “Did we sell any? Because I have no idea.” Who knows. So finally, we get done and we look at the sales and it was crazy. The highest grossing webinar I’ve ever done to date. I’ve done a couple of webinars in my decade and a half in this game now. So it was really, really good. And obviously there were things that I need to fix and want to fix and change and all that kind of stuff. So I sent emails basically telling everyone, “Hey, the webinar replay crashed,” which is kind of true. I do have a backup but I don’t want to show it to everyone. I want to go actually finish the slides and all that kind of stuff. So this week, actually in two days, we’re going to redo it again live for all these people, hopefully I’ll have my act together, and you know, it will probably not convert as well because I’m all polished now. But I want it cleaned up and get all the things in the right order, the right place and do the presentation right. So we’re doing it again Thursday. But it was the highest opt in we’ve ever had, highest grossing webinar I’ve ever had. So many amazing things. We’re super proud of ourselves and all sorts of stuff. Then yesterday, I’m about to leave the office and I login to Facebook just to check out what people are posting on the book of faces. And some dude in one of our coaching programs, he posted this long post about my webinar was fugly and how he watched it and how sick to his stomach he got and I broke my own rules and how it wasn’t truly a blue ocean, it was a proven offer. And then he had a 30 minute video critiquing everything. And in the video he’s like, “To quote Russell, he said this, yet he blah, blah, blah. And CLickfunnels, we know it’s good, but it’s not great.” And just totally, for 30 minutes…This is somebody who paid me to coach them to teach them how to do webinars. So I want to put the context, he’s in a coaching group specifically dedicated to teaching people how to do a webinar. Now in this comment he also said, “I tried to join your inner circle, but I couldn’t afford the 25 thousand.” So he’s someone who’s paying me good money to learn to do webinars, doesn’t have enough money in his bank account to pay for my coaching program, so instead what he decides to do is spend how many hours of his life critiquing my webinar and telling me why it was the ugliest webinar he’s ever seen, and all the things I did wrong, how I broke my own rules, on and on and on, and all these kinds of things. And I read this, I didn’t watch the whole video because I was so just annoyed. I was just dumbfounded. I’m just staring like, I don’t even know how to respond. Should I be angry? Should I be happy? Should I be grateful? Should I be…all these emotions. So I go through the whole range of emotions from pissed, I’m going to flat out kill him, to thank you maybe, or no…all these things in between. And all that kept ringing through my head was the quote from Theodore Roosevelt, and I’m driving right now, or else I would read it for you. But it says something like this, “It’s not the critic who counts. It’s not the man in the arena who points out how the doer of good deeds has messed up, it’s the man who’s in the arena who’s face is marred with dust and sweat and blood and tears, who maybe he fails but at least he fails while daring greatly, so that his position will never be with those cold and timid souls who knew neither victory, nor defeat.” And that’s my paraphrase of it, Roosevelt said it way cooler than me, but you get the gist. So in my response, I just copied that and I pasted it and I said, “Hey man, here you go.” And I posted it and then I left one other comment and I’m sure that it was missed by him and probably most people, but what I said was, “If I just watched somebody do a million dollars in an hour, the last thing I would do is critique them on what they could do better. What I would do is zip my lips and I would take notes.” I look back on the decade that I went through trying to learn this craft and this business. I was speaking at events every single weekend and I was doing my presentation. I was watching other speakers. And I watched some speakers that were horrible, but I watched their presentation and how they do it and be like, “Wow, notice how they did that cool thing, that was awesome.” And I would take that piece and add it back to my thing. I’d notice something and like, “Whoa, that was cool.” And I would….. I never once looked at someone’s presentation in a critical route to try to figure out the things they did wrong so I could coach them through how to do it better. That was never, that thought never crossed my mind in a billion, infinity years. The only thought that crossed my mind is “What is this person doing that I can use? The way they did that, the way they made that transition, the way they closed.” There were people who sucked, who did not do any good, I still was watching and paying attention and figure out what were the nuggets for me? I think….I can’t remember the comment exactly, but it was something to the point of next someone does a million dollars…..I said “message me the next time you do a million dollars in an hour and let me know, because I want to watch that webinar and I’m going to take notes and not give you feed back.” Because that’s the thing. So I just wanted to kind of put that out there because I think a lot of times we get too smart for our own good and we’re trying to critique people and that’s not your job, that’s not your role. If I…in all honesty, if I wanted your opinion I would have paid you for it, but I haven’t. Therefore don’t give me your opinion, listen. You paid me, and maybe I didn’t do it perfect. Maybe I did the entire webinar in less than 24 hours, maybe there was a billion things happening at the time. And in spite of all those things, it was the highest grossing webinar of all time for us. So it’s like, I know there were things wrong. I’m fully aware, that’s why I’m redoing it this week. I didn’t even have a chance to finish my slides, the last 40 slides I copied and pasted from a different presentation, because I ran out of time. Yes, I can critique myself too, but until someone’s paying you for your advice, don’t give them your advice. Sit back and listen. I’ve done a couple of podcasts on this recently. You as a student should be, you pick your mentors, so pick your mentor and then stop, listen, and then do what they say. Don’t be like, “well you actually said this.” Dude, that’s not your role. Stop, listen. And I say that at the same time that I want to always be coachable. And I feel like I’m a very coachable person. I have multiple coaches working with me in different aspects of my life, but the difference is that I paid those people for their advice because they are at a level beyond me of that thing that I want to learn how to do. So I would never sign up for John Carlton’s copywriting course and when I was in there critique his sales letters and tell him how to do it better, in a billion years. I would say, dude, I’m paying you, and maybe there’s things I might do different and might do better, but I am listening because I paid you. I am paying attention, trying to find the pieces of gold that I can then apply back to my thing. So I hope for everybody else who was watching that, you know it was an imperfect thing and hopefully first off, that was inspirational for you to see, wow Russell screwed up a lot and then still made a bunch of money. Maybe there’s something here. And second off, I hope you learn that you’re watching…I did an episode probably a year ago about watching the magician’s hand. I’m trying to, in my books and my podcast and these places, I’m trying to show, I don’t hold things back. I hope you see that. I’m like, here’s everything, and I give it to you so you see it all. But then when I’m doing the thing, watch, pay attention and listen. Watch the magician’s hands at work and see what they’re trying to do and try to understand it. Don’t try to critique. That’s not going to help you or them. Watch and learn. And that’s all, that’s my message for today. Hope that helps. I hope you guys enjoyed this story. It was a lot of fun. I’m excited to do the webinar again on Thursday, and hopefully I don’t screw it up by fixing it. Anyway, that’s it. I’m going to let you guys go. Appreciate you all. I hope you have an amazing day. Go out there and change the world. Like I said, if I can do a webinar in 24 hours, I’ll give you guys at least 48 because I’ve done it a few times, you’ve got 48 hours to get your webinar done and launched. We’ve got a bunch of people who have gone through our Two Comma Club coaching, which is all about getting their webinar up and launched and live and some people have gone through the training, we’ve done three cycles of it now. They’ve gone through three cycles of it and still haven’t launched their webinar. It’s like, just do it. Russell what if the webinar software crashes? Yeah, mine could have crashed too, I just did it. What happens if it doesn’t close right? Then just do it, who cares. Just do it again if it doesn’t close. Just do it. Just go out there and just do it. I’m going to go you guys. Appreciate you all, thanks for listening and I’ll talk to you guys soon.

One of the traits of all the truly successful people in the world. On this episode Russell talks about why he has a new coach and how he let himself and that coach down last week by not keeping a commitment. Here are some awesome things to listen for on this episode: Why Russell is so coachable, and how that usually leads to success. Why all people who make and keep commitments are successful. And why Russell failed on one commitment last week and is going to try even harder this week to keep all of his commitments and be successful. So listen here if you want to know how to be coachable and be able to succeed. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets podcast. I hope you guys are ready for some fun. Alright everyone, I just dropped something off at my kids school because yes, once again, they forgot something. They sound kind of like their dad. Anyway, I just want to jump on today because I, if you’ve been listening you know that I recently hired another coach in my life. I try to have at least one, if not multiple coaches at any given time to coach me through different stuff. Because I’ve found that, in fact I was telling my kids this last night. I said, if you want to be successful at whatever it is, pick the thing you want to be successful at first, it could be school, basketball, trombone, whatever it is and then number two is find a coach to actually coach you through it. So that is what I told them last night when I put them to bed. And I told them I practice what I preach. I figure out stuff that I want to be better at in my life and then I go find a coach to coach me through the whole process and hold me accountable. A little while ago I was listening to a podcast from Ryan Moran and Jeff Woods talking about the one thing and loved it. So I called Jeff and hired him and he’s my coach through things. So I had my second coaching call today and I wanted to post this, make this video to walk you guys how to be coachable. Because it’s shocking to me how uncoachable most people are. In fact, I did a Periscope about this 2 years ago or something like that. It’s funny because I remember when I was wrestling I started doing Freestyle and Greco and that kind of happens during the off season. I had this coach named Greg Williams, who is now the coach at UVU, he would go and teach me stuff and I remember between matches he’d pull me aside, he’s like, “Hey, you need to level change better, you gotta lower your whatever….” And just walk me through what I needed to do and then I’d walk back out and I’d just do the thing he told me. And I remember because he told me afterwards, after I’d been in the program for a year or so, he said, “You’re one of the most coachable athletes that I’ve ever had. You’re not the most talented, but one of the most coachable.” I was like, “I don’t even…what does that mean, coachable?” he’s like, “Most people I tell them what to do and they listen, nod their head and then they don’t do it. With you, I tell you what to do and with the next match you go and do that thing. That’s not normal. Most people don’t do that. You’re really, really coachable.” I was like, “Huh, I assumed everyone just did that. If they have a coach that they believe in why wouldn’t they just listen to what they say and then do it.” In fact, I had a podcast a couple of weeks ago talking about pick a mentor, listen and then do. Same thing. I look at, It was funny, Dan Henry, if you know Dan, he’s one of our inner circle members who bought the Dotcom Secrets book, read the chapter on Perfect Webinar, did a Perfect Webinar and within 5 months made a million bucks. So he went into the Clickfunnels group this weekend, he’s like, “Hey guys, Russell taught the Perfect Webinar, I did it and made a million bucks. Why aren’t you guys all just doing that?” He was very confused. Dan’s very coachable. Then there’s like, as of this morning, 170 comments from people and it was basically 170 excuses of why people hadn’t done it yet. “Well I’m still working on my slides. Well, I’m not really a pitch person. Well, I can’t figure out my offer.” Just thing after thing. And he’s like, “Dude, just freaking do it. You’ve got the best coach in the world telling you….” And it was funny, because even one guy who was a coach was like, “Well I’ve coached my people and it doesn’t work for everyone.” Dan’s comment was like, “Well you must not be a very good coach then.” Which was awesome. But again, the point of this is being coachable is just doing what the coach says. It’s been fun because I’ve had one coach for the last year that I’m working with on one aspect of my life and she’s been awesome. I’m not perfect at doing what she says, but I think I’m pretty good at doing that. And I assumed that I was with most people, but Jeff’s been coaching me and it’s funny because this was our second coaching call this morning and one of the things he wanted me to do, I didn’t have time to do it. And instead of letting me off the hook, “Oh, it’s okay. You can do it next week.” He was like, I wish you could hear it, it was in the first 30 seconds of the thing. He was like, something like, “What happened?” and I was like, “Oh, I’m actually doing it this week because Todd’s flying in today from Atlanta. Todd’s my partner in Clickfunnels and we’re doing a lot of planning and stuff like that.” And he’s like, “How do you think your planning would have been better if you would have actually finished this?” And I was like, “Oh crap. Probably better.” Anyway, so it helped put my feet to the fire and then at the end of the call he was basically like, “Okay, next week these are the things you have to have done by…when are you going to have these done?” I was like, “Friday.”  He’s like, “That’s not specific enough for me.” “Friday at 4:30 my time.” He’s like, “Cool, if you don’t get them done what happens?” I was like, “You’re going to punish me maybe?”  he was like, “If you don’t have it done by Friday at 4:30 we’re cancelling the call for next Monday.” I was like, “Oh crap.” He’s holding my feet to the fire. So many things I could walk you through from a coaching standpoint what I’m enjoying about being coached by him. But it was just making me make sure I do it. And I think one of the problems a lot of us have is we let ourselves off the hook. In fact, I did it and again, I’m a very, very coachable person. Even with that, this week I let myself off the hook. I don’t need to finish part of it because of this, yet I had committed to getting that part done. It’s just interesting. It’s funny because throughout the week I was proud. We kind of picked out the one thing I was going to focus on for the week. And from that, I had found the roll I was looking for, I found the person doing the interview process, going through the whole thing, and I was impressed by how fast I was moving, yet I hadn’t followed through on all my commitments. I had done most of them but not all of them. And it was just like crap, I gotta remember that. I gotta make and keep commitments. People that succeed in life, there’s one really strange commonality between all of them, they’re good at not just making commitments, everyone can make commitments, “I’m going to do this. I’m going to lose weight. I’m going to make money. I’m going to blah, blah, blah.” Everyone’s good at making commitments, but people who are successful are good at making and keeping commitments. I failed at one of my commitments for this week and it sucks. It’s frustrated me because I know better than that, I’m someone who makes and keeps commitments and I didn’t on one thing. I did on most of them, but I didn’t keep this one. So for those of you guys who want to be coachable and want to have success, understand that the big commonality is that successful people are making and keeping commitments. So again, find a coach or whatever it is and then make a commitment and keep that commitment and just do it. And don’t give it all excuses. Alex Hermosi at the last inner circle meeting said that every sales call you’re on someone’s getting sold. Either you’re selling them on the product or service that they need, or they’re selling you on an excuse of why of they can’t get it. And it’s just like, dang, it’s so interesting. You’re either buying the excuse or they’re buying the product. And it’s the same thing for us. I just look at that thread of 170+ people, they each have their excuse of why they hadn’t done it yet. And Dan was like, “Dude, I did it and within 5 months was a millionaire. Why don’t you guys just do it.” And they’re selling themselves on excuses as opposed to just making a commitment and then keeping a commitment. So that is my message for today. Make and keep commitments. All successful people do, they’re good at making them and good at keeping them. I failed this week. I made a bunch of commitments and I kept almost all of them but I did not keep all of them. So this week, I’m going to be better. I’m going to make and keep commitments to myself, to my coaches, and to the people that I love and care about, and that I work with and work for and that I serve, and all that kind of stuff. So that’s my goal and game plan, make and keep commitments this week.  I’m going to be very specific, going to write down all the commitments I make, I’m going to make sure that I keep each and every one of them and that is the path of success. So there you go guys. I hope that helps. Make and keep commitments, write them down and make sure you do them and don’t let yourself off the hook, otherwise you’ll just keep making excuses and again, if you’re buying that success then you didn’t buy the thing you actually gotta do. So that’s all I got you guys. I’m heading in for the day. It’s going to be a fun week, I get to work all week. Todd’s in town, we’re going to plan, we’re going to plot, we’re going to scheme, we’re going to make Clickfunnels even better if that’s possible for all of you guys and try to figure out how to serve you guys better at a higher level. So I appreciate you all, thanks for listening and we’ll see you guys on the next episode of the Marketing Secrets podcast.

It happened the day you took personal responsibility for a problem that wasn’t your own. On this episode Russell talks about how every entrepreneur is someone who found a problem and took responsibility for it. Here are some of the enlightening things in this episode: Why entrepreneurs are different than the rest of the world when it comes to seeing a problem. Who some of Russell’s inner circle members are that are a great example of taking responsibility of a problem and fixing it. And why when entrepreneurs take responsibility for a problem, it changes the world. So listen here to find out how to be an entrepreneur by taking responsibility for a problem that you didn’t create but want to fix. ---Transcript--- What’s up everybody, this is Russell. Welcome to a late night episode of Marketing Secrets. Hey everyone, I’m about to head to bed but I listened to a podcast this week from Ryan Moran, from capitalism.com and he’s got the Freedom Fast Lane show podcast, which is pretty awesome. I love it a lot and he goes deep into the ecommerce side and also business investing and other things that I don’t typically focus on, which has been fun for me to kind of listen to him and world. But he said something in one of his presentations, it was a stage event somewhere,  I don’t even know, a few episodes back. And I don’t remember how he said or what he said but it sparked a thought in my mind. So I’m probably going to slaughter how he said it. He said it probably much better than me, but the concept was so cool. What he basically said is the difference between entrepreneurs and the rest of the world, yes we are different folk if you haven’t noticed. But what he said was interesting, he said, entrepreneurs are the people who see a problem and then take responsibility for it. Isn’t that weird? I think about the world we live in today. The problem is most people don’t responsibility for anything. Even though they do things that are really bad or wrong or whatever, they won’t take responsibility. They want to blame it on their mom, or their brother, or their sister, or whoever. The world is all about blaming someone else for all the issues that it has. What makes us entrepreneurs weird is we see a problem and instead of blaming somebody else, we look at it and say, “I’m going to take responsibility for that problem, I’m going to figure out an answer.” And when I heard that I was just like, oh my gosh, that is so interesting. Because most people don’t do that. Most people don’t see an issue, a problem and then be like, “I’m going to take responsibility for that.” I was thinking about this with Clickfunnels for example. For a decade we tried to build funnels and it was frustrating. And yeah, we could have blamed everybody else, I’m sure we did. Everyone else did that, it’s the tech designers, the developers, programming is hard, all the things. It wasn’t for us until we said, you know what it does suck and I’m going to take responsibility for it, this is my issue now. And then we figure out a way to solve it. And that’s when everything changed. That’s so fascinating. For you, as an entrepreneur, or someone who wants to be an entrepreneur, I think if we all make conscious decision of what we are doing is consciously saying, “That problem right there, I’m taking on myself, I’m taking responsibility for that.” Instead of doing what most of us do, what’s our human nature. “Oh it’s them. Oh it’s her.” I didn’t fix anything because of this, because of this. We just want to pass the blame, pass the buck so often, but that’s what makes us weird.  That’s what makes us different. It makes entrepreneurs, entrepreneurs. We see those problems, we see those issues and we take a personal responsibility for it. I was thinking about this as I was looking at the Inner circle meetings over the last couple of weeks. I could go through all 100 of my entrepreneurs and share this, but just a couple of them off my head. Pamela Weibold for example, she was a doctor and she started seeing all of her friends who were doctors committing suicide. Person after person after person. And she could have sat there and blamed this, blamed that, but instead she stopped and said, “I’m going to take personal responsibility for this issue and I’m going to save doctors lives.” And she’s gone out there and done that. She’s created a platform. She’s one of the most amazing people I’ve ever seen. She’s literally spent every penny she’s ever made to go and save doctors lives. She’s like, “I can live on 20 grand a year, I’m good. Every penny I make goes back into helping save doctors from committing suicide.” Because she took that as her own personal responsibility. That’s not her responsibility, it’s not her fault. Yet, she looked at it and said, this is my responsibility. That day she became an entrepreneur. You think about another one, Annie Grace, who is so cool. She’s someone who her whole life drank socially. It got to a point where she kept drinking and drinking and she couldn’t break away from it. And she started looking around and it wasn’t just her, it was other people and she went on this mission and started saying….and again, drinking is not her responsibility. People struggling and trying to give up alcohol addiction, that’s not her responsibility, she’s got better things to do with her life. But she looked at it and said, “This problem, I’m going to take responsibility for it.” And she’s gone out and changed thousands of people’s lives. Thousands of people she has helped break away from this addiction that’s robbing them of their freedom, their happiness. She took that personal. She didn’t have to, she didn’t need to but she decided to and that day she became an entrepreneur. I could go through person after person after person after person, the day that they looked at this thing, this problem that wasn’t even supposed to be their own, but they saw it. And whatever it was, I don’t know if tuition, if it’s God, if it’s a spark, if it’s your brain. Whatever it is, you see it and there’s that spark saying, “That one’s mine. That is the problem I’m going to fix and I’m going to take personal responsibility. It may not be my fault, but I am the one who’s going to fix this and change it.” And that’s what makes you different as an entrepreneur, and it’s fascinating and exciting. And if you wondered, how do I become an entrepreneur, how do I do that? It’s time to start looking at that and saying, “Instead of pushing responsibility on different places, different things, different people, different whatever, look at a problem and take on that responsibility yourself. And that’s the game plan, that’s how it works. Anyway, I heard that three or four days ago and it’s been ringing through my head over and over. I keep thinking about person after person after person in my inner circle, and entrepreneurs I work with, and inner circle members, and Two Comma Club members, and I look at the people around me who are serving and doing stuff. Every single time I could link back to, that is the problem they took personal responsibility for. They didn’t have to, they didn’t need to, but they did. And that’s the magic. So I hope that helps you guys. I hope that rings through your head and makes you start looking and being more aware of the stuff around you that’s happening and trying to figure out what it is that you’re going to take personal responsibility for. Because when you do that, that’s the day you’ll become an entrepreneur, and that’s the day you will literally change the world. Thanks you guys, so much for everything. Thanks for your support, thanks for your effort. Thanks for your contribution to the world. We love you guys, we appreciate you guys, we enjoy serving you guys. And we’re so grateful that you listen to this podcast. If you like this podcast and learn anything from it, please go to iTunes and subscribe and share it with another entrepreneur who could help. Thanks so much you guys. Talk to you soon.

The power of vulnerability, acting with urgency, and a whole lot more… On this episode Russell gives some of the awesome highlights from the latest set of Inner Circle mastermind meetings. Here are some interesting things to listen for in this episode: How everyone in the Inner Circle group has been able to grow together making $30-50 grand a month last round to making $100-200 grand this round. Why it’s important to celebrate other’s success in order for them to celebrate yours. And what makes being vulnerable so powerful with your audience. So listen here to hear these and many other highlights from the inner circle mastermind meetings. ---Transcript--- What’s up everybody, this is Russell Brunson. Welcome back to Marketing Secrets. This is the day after the mastermind and I’ve got a whole bunch of secrets to share with you guys. Alright everyone, inner circle mastermind just ended. We have been going, basically I’ve had 8 days of inner circle mastermind meetings with a week break. So group one came Monday, Tuesday. It was a group of 25 entrepreneurs. Then Wednesday, Thursday. Then a week off. Then Monday, Tuesday, Wednesday, Thursday. So 4 groups of 100, 4 groups of 25 equals 100 entrepreneurs, they’re my inner circle. It’s a cool group because its interesting watching how everybody within this group, year after year, everyone keeps growing together. People first came in a while ago and everyone was trying to get their businesses launched and now it’s getting to the point where they’re doing, last set of meetings everyone was doing 30-50 grand a month. Now at this set of meetings everyone’s doing 100-200 grand a month. Everyone together as a group keeps leveling up. We’ve had a couple of members breaking the million dollars a month mark and now everyone else, that’s what they’re gunning for. It’s just so inspiring and so cool to watch what’s happening. The businesses and industries are so different. We have everyone from, I’m trying to find the book right now. Dr. Wiebold, Pamela Wiebold who is helping doctors who commit suicide, helping to not commit suicide and literally saving lives, to people teaching business to people teaching dentists, everything in between. So many just amazing people. In fact, I’ve got from this meeting, those who are watching the video, these are my two notebooks, one got completely filled up and one got half filled up. That’s a lot for one set of meetings. Anyway, it’s amazing. Obviously I can’t share everything, because it would take 8 days. But there were so many cool things. So I’m just going to kind of share a couple things as I’m flipping through here. Maybe over the next few weeks I’ll share other cool thoughts and ideas. So as I’m flipping through my pages, just some things I jotted down that were so, so powerful. One of them was from Alison Prince, she was talking about through her course that she celebrates the people in her community. She said when she wins they celebrate me, because I celebrate them. I thought, how cool is that? As you’re finding more success, you’ll probably notice this, people around you, you think everybody would be happy for you, but instead it’s usually the opposite where they’re not happy and there’s this weird thing under where you’re like, “you should be happy for me. I’m having success.” But when you’re depressed, everyone’s like “Oh me too.” And everyone loves you, but when you have success usually people aren’t happy and it’s weird. So it’s kind of cool within your community as you celebrate their success, they celebrate yours. So it gives you a spot to be able to talk about your wins and get people to celebrate with you. So that’s kind of fun. What else? So many cool things. One thing from Alex and Layla, they were talking about in their ads, that they actually say what they’re really feeling. Most of us who write ads, we’re trying to be all postured like, “number one top secret blah, blah, blah.” And it was cool, what they talked about in their ads. They literally in their ads say, “Hey I feel like a cheesy person writing an ad, but I need to get this message out to you. I’m not going to….You’re probably thinking this right now and I want to make sure that you…..” Just kind of breaking down those barriers in the ad. Because it’s an ad and people know it’s an ad, so instead of being an ad, actually having fun with it. If you saw what their acquisition costs were, it works really, really good. Another cooll thing, a lot of times we talk about in our company, setting KPI’s, Key Performance Indicators and things like that, but one thing that Alex Charfen said, “if you look at a sports team, there’s two things they all have. If you ask a football team, ‘what are your goals?’ ‘My goal is to win the superbowl and be in the Hall of Fame.’ There’s a superbowl goal, which is like their goal. Then there’s the legacy goal, which is the Hall of Fame.” So it’s cool, we talked about for a company what is your superbowl goal? And what’s your Hall of Fame goal? And also within your organization, with working with you team members, what’s their superbowl, what’s a win for your company? Do they know what it is? I don’t think my team knows. I haven’t really sketched, “This is our goal. This is how we get to the superbowl.” It hasn’t ever been defined, this is the thing, this is how we get in the hall of fame. And I think now that that’s a thing in my head, I’m so excited to figure out what’s our company’s superbowl goal and what’s our hall of fame goal? When you have those it becomes more clear, more tangible. David Derricks awesome, talking about a bunch of stuff. One thing is he just wrote a new book called the Dream 100, which is a big concept none of us ever…I talk about it all the time and nobody ever does it. And my quote at the top says this is the foundation for our entire company. If you’re not doing Dream 100 yet, it’s time to start. Go back and listen to any of my stuff on Dream 100 but it’s how we figured out what our market was, what our blue ocean was. How we figured out where our customers…..everything we’ve done was based on the Dream 100 concept. There’s so many good things here. I don’t even know where to… Oh this is a good one. So Brian Bowman, such a stud. He had a really cool, emotional presentation. He talked about how he was working hard and moving forward and getting things done. And he had a coach who was one of Garret White’s coaches, one of the Warrior Week coaches. He asked, “What’s your target?” and he’s like, “This is what I’m going for.” And then he asked him, “Are you operating with a sense of urgency?” And Brian, while he’d been working hard and hustling and all these kinds of things, he’s like, “Am I operating with a sense of urgency?” And I don’t have permission to tell his story behind what and how, but as soon as he had that thought in his mind, everything shifted for him. He went and instead of moving things toward a goal he was like, “I need to operate with a sense of urgency.” And I think how many times for us we’re like, “Yeah, we’re moving forward, moving towards things. I’m going to launch my product someday. I’m going to write my book. I’m blah, blah, blah.” Whatever our thing is, but it’s like that’s good, but are you operating with a sense of urgency? Is this doing…when is this….this needs to be urgent. If it’s not urgent, you’re never going to do it. So are you operating with a sense of urgency? That was just so powerful. How many times do we not do that? How many times are we just kind of wandering, doing our thing, and it’s not urgent. Because of that days turn into weeks, weeks turn into months, months turn into years and sometimes we never get it accomplished. I think one of the big reasons we’ve had so much success with Clickfunnels is because we do operate with a sense of urgency. I’m always stressing out, which maybe is to my downfall, it’s what makes me tired all the time. I just think it’s interesting, operating with a sense of urgency, having that as a thing we are thinking through all the time. So many good things. What else, what else? Natalie Hodson talking about the power of vulnerability. How vulnerability is the ultimate human connector. So many of us, we try to be postured and perfect and that’s why, because we’re trying to get connection, we think people want to see us perfect and instead it actually pushes people away. How vulnerability is the big secret. It was interesting, Natalie just joined the inner circle. But she came to our FHAT event in February, five or 6 months ago and she was telling this story. She was creating, she’s in the weight loss, fitness market, and she was working out live on Live streaming or Facebook Live or whatever, she did a work out. She’s a mom, she has two kids and during her workout she wet herself, on camera, live in front of the entire world and how embarrassing it was. And obviously that’s an embarrassing thing and most people would never talk about that again, they would leave the video, they would run away from it. But instead she realized that, “If I’m struggling with this, I bet other people probably are too. Maybe I can help them.” And she found a business partner or a content person, who that’s what they specialize in. Helping women to strengthen their pelvic floor so they don’t have those issues. And she created a $37 dollar book teaching the process and she put it out there and on a sales page she’s got pictures of her on a live stream with peed pants in front of the entire world. And she talked about this problem that she has and she knows all these other women have. Anyway, from February until now she sold 50,000 copies of a $37 book. So over a million dollars in sales. And think about how many women’s lives she’s been able to affect because she didn’t posture herself and come off perfect all the time, because she was willing to be vulnerable. It’s just such a powerful thing. I look at the times in my life when I’ve gotten real connection with my audience, it’s not when I’ve been sharing the highlight reel, like we like to do. I think what’s good to do is sometimes to touch on the high reel. “Hey, I’m awesome. Just want to make sure you know this, but let me tell you the truth.” And then break it down. And that has been a theme. In fact, the third inner circle group, I think I’ve never seen so many tears in a mastermind group in my life. The girls were crying, the men were crying, everybody was crying. But because people actually got vulnerable and shared and that’s been a big theme throughout the inner circle. You go to other masterminds and people are sharing the highlight reel and bragging about stuff, where with us everyone has to share, “Here’s what we’re doing awesome, but let me get vulnerable and share with you what’s actually happening.” And then we work at that level. It’s different and interesting and causes real actual change. Anyway, it was amazing. I wish I could take all of you guys along on these journeys. But a lot of our inner circle members are going to be speaking at Funnel Hacking Live. The sales page for Funnel Hacking Live will be going live next week, it’s at funnelhackinglive.com and you’ll have a chance to hear Natalie talk about the power of vulnerability, a lot of these other people I pick are speakers for the most part, inner circle members. So I have a chance to see them present here in my office a couple of times a year. I get to know them intimately, I understand their business, I understand where it fits with what I want to share with our audience. So a lot of them will be speaking at this. So if you don’t have tickets yet, when we go live next week, get them. We pre-sold out over a thousand tickets, I think we have another, I don’t know how many left. Not a lot. So if you want to be there, you know you need to be there and you do, now is the time. Funnelhackinglive.com, get on the waiting list and then wait. My guess is probably Tuesday it will go live. So by the time you hear this, it may be live. But make the effort to be there. It’ll be worth it, I promise you, it will change your life forever. It’s going to be a lot of fun. So yeah, that’s basically the best spot to get the actual highlights, at Funnel Hacking Live. Anyway, with that said, appreciate you. Thanks so much for listening in today to the podcast, and we’ll talk to you guys again soon. Bye.

A really cool lesson I learned from my new coach and how it applies to your funnel. On today’s episode Russell talks about how his new coach has helped him figure out his someday goal and the steps he should be taking to achieve it. Here are some interesting things you’ll hear in this episode: Why Russell needed to figure out a new someday goal, and how to take steps to achieve it. Why achieving everyday goals with his someday goal in mind will help him get there. And how having an end in mind will help you reverse engineer your funnels to meet your end goal. So listen here to learn the steps to achieving your someday goals. ---Transcript--- Hey what’s up everybody, this is Russell Brunson. Welcome to Marketing Secrets. Hey everyone, hope you guys are all having an amazing day. I’m home from 2 days of inner circle mastermind meetings, which have been insanely cool. All the groups are so amazing, but this one was emotional. I think everybody in the group cried at least once or twice or something. It was crazy. So amazing. It’s an honor to be part of it and hang out with awesome entrepreneurs like that who are literally changing the world in so many different markets and industries. I wish I could just tell you guys all the stories from everyone. But it was amazing and we got the last group, group 4 coming the next two days. So it’s been fun, stressful, exciting all wrapped up into one amazing thing. Also it’s been fun, I mentioned a little while ago how I hired a new coach, and it’s been really, really good. He’s one of the main guys over at The One Thing, his name is Jeff. It’s interesting because I read The One Thing book a while ago and I remember, I think when I read it I didn’t like it. I think at the time we had just launched 12 companies in a year. And I was bitter against it, but everyone kept recommending it to me. That book and the Essentials came out at similar times and everyone was like, “you gotta read them.” So I read them both and I was just like, “They want me to focus on one thing. I hate that idea.” So I kind of didn’t like the books. And fast forward to last week, I just kind of got back into it in the last week. I went and listened to a bunch of podcasts from The One Thing, I started re-reading the book, I got the main dude coaching me Monday mornings and it’s really, really cool. What’s interesting is, since he started coaching me, I’ve had this big epiphany, big aha, big realization inside, and then as I’ve been coaching the inner circle the last two days, I’m watching the people who are leveling up really, really quickly and there’s a consistent theme behind all the people who are growing fast versus who…..everyone’s growing, but the ones who are really quick. It’s interesting thing, it’s funny, the thing that I got in my coaching session was, it came back to Steven R. Covey, 7 Habits of Highly Effective people, which I read back in high school. It was start with the end in mind. It’s been interesting, as I’ve been going through the coaching stuff. Man the first, it feels like it’s been like a month because I move pretty quick on stuff. But the first exercise he had me do was figure out, what is your someday goal? Where do you want to be someday? So it’s not like 5 years from now, or 10 years, like in the future, where is it you really want to go? It’s been interesting as I’ve kind of done this exercise, I can walk you guys through what it is, but it’s morphed, 3 or 4 times to radically different things and I one of the big aha’s I realized when I went through this exercise is that literally my someday goal, I achieved it like 18 months ago. So the last 18 months I’ve been wandering without really a focus or a goal other than just more, which is interesting. So he’s had me keep focusing, what’s your someday goal? Begin with the end in mind. What are we trying to get to? So I figured out initially, here’s my someday goal, and someday goal can be about your business, you personally, your relationships, your spirituality, whatever you’re trying to figure out for yourself. Then he came back and said, “Okay, what do you have to had accomplished within 5 years to keep you on track for your someday goal?” So I was like, “Okay well, to have that I need to have this in place, these things need to be in place in the next 5 years.” And he came back and said, “Okay, what do you need within a year to be able to hit your 5 year goal? And what do you need by the end of this year to hit your one year goal? And what do you need by the end of this week to hit your yearend goal? Or your month goal?” So as you do this it’s interesting because you start getting more and more clear on all the steps. It was funny because it was like, as I did that, as I identified, had the end in mind, I started going back forward and I got to the things I needed to do. I looked at my to-do list and none of the things on my to-do list actually got me any closer to my someday goal. All the sudden I realized that I’m doing all these to-do’s that are good, they make me feel good, I check off the box, but none of them are actually moving me towards what I’m really wanting. I was like, well what’s the one thing I need to do today that’s going to help me hit my goal for the end of this week, which will hit my goal for the end of the month, blah blah, blah, all the way to the thing. And as I started asking those questions it blew my mind what the one thing was that I needed to focus on. It was not by any stretch what I thought it was going to be, what I assumed was the most important thing. And after this exercise he wanted me to come back and refine it and change things. So I kept getting….my someday goal changed three or four times and I started realizing as I was looking at that, it took me a while to figure it out. In fact, I still don’t know if I have it completely figured out. But the message I want to share with you guys is just that. Beginning with the end in mind. Again, the inner circle members having the most success is because they have a very clear end in mind. What is it they are trying to accomplish? And from there it’s easy to reverse engineer the funnels and make that happen. People who are struggling, they’re building funnels to be able to sell a product or a service, not with the end in mind. Does that make sense? It’s a little intricacy, but it’s interesting. I’ve had this really cool experience over the last two days, to kind of reflect I’m listening to all my entrepreneurs talk and teach and share what they’re doing and really start thinking more and more, what is the end? I need to know really clearly for my business, I need to begin with the end in mind. Or is my goal to get people in Clickfunnels? Is my goal to get people in Two Comma Club Coaching? Is my goal to get people into Inner Circle?  What is the actual end goal? As soon as you identify it, that becomes the end goal and it becomes easy to see, well if that’s it, here are the funnels I need to reverse engineer to get people so that they will come up into that thing. For example, Dean Holland, he’s been in my inner circle for 3 years now. He basically over the last few months shut his entire company down and rebuilt it from the ground up but this time with a definite, very clear end in mind. This is where I’m trying to go. Because of that built out the funnels very simply in order, he launched and in the first 28 days built up $106,000 recurring income. Just because he began with an end in mind. So I think most of us, including me. I’m guilty of this as well, that’s been my big thing for the last 2 days, what’s the end goal. From a business standpoint, from a life standpoint, but also the customer journey, the value ladder. I talk a lot about in the Dotcom Secrets book, this value ladder, taking somebody through. But I would say even my value ladder isn’t completely clearly defined. It’s morphed and changed so much and I’m really coming back now and figuring that out. Dana Derricks when he was doing his presentation he was talking about his big aha. He said that us as creators want to keep creating and creating and creating. He said because of that, “If I look at my value ladder it kind of goes up a little and then it splits off in three different places. Some of those go up and some don’t and it gets really mushy really quick.” He realized he had to clearly define the value ladder. We’re going from here to here to here. So now he’s beginning with the end in mind. And what he said was interesting. It’s was funny because it’s something that I, a recurring thought I’ve had in my mind as well. Okay, I can’t keep creating new stuff that just spurts off my value ladder and shifts people all over the place. If I need to get my creative juices out there and just create something, the things I create need to be on the front end of the value ladder. They should only be free plus shipping or they should only be low ticket things to get somebody in, but the back of the value ladder should never shift, never change. That should be just a thing that’s there. And man, I just resonate with that. I was like, okay I obviously have my value ladder, I’ve got things in place, but I need to really specify this is the path, the process, the order and then just focus on the front end stuff. So it’s exciting. I’m working on something so cool, I wish I could show you guys. You will see it soon. I’m probably about thirty days away from rolling it out. It’s not a big product launch or anything, it’s a subtle, but I’m calling it an ascension funnel that is almost like a video game to send people through our value ladder. And to be able to accomplish, or get people to the end in mind, get them to that spot. So I’m crafting, we’ve got the design of it done and we’ve got the pieces and I’m figuring out the path. So you will see, you’ll probably start getting emails and you’ll, you may not be aware of it, so please watch. Watch what I’m doing. If you see an email and you click on it and there’s a cartoon thing, then you know that it’s being executed. I’m going to be sharing it at Funnel Hacking Live though, probably. As long as it works good, which I’m pretty sure it will. Nobody talks about ascension funnels because no one’s really executed one that I’ve seen successfully for almost 5 1/2 , 6 years. And the one I saw was just because I had intimate behind the scenes access to the person’s business who was doing it. Anyway, I’m going to be mastering it, perfecting it and then we’ll be showing it at Funnel Hacking Live. So if you haven’t got your tickets yet, go to funnelhackinglive.com. The event sales page will be going live next week, but by the time you hear this, it’ll probably be live or close to live. We’ve already pre-sold 1200 tickets, so we don’t have a ton left, so if you want to come to the event…and I know you do. I would go to funnelhackinglive.com ASAP and get your tickets. So that’s the game plan. The last thing I wanted to kind of say is, again so many of us start our business like, here’s a product and we start building funnels based on that product. There’s nothing wrong with that. That’s how most people do it. It’s how I’ve done it a lot of times. Because of that, I think we get lost in the weeds of where we’re trying to go and often times we never get there because we don’t know where we’re going. And again, as I’ve been working with my coach on this, which has been really fun. It’s been cool because I’m clearly defining my someday goal, clearly defining the end and then from there I can reverse engineer all the pieces I need to make that happen. I think the same thing is true with funnels. It’s just begin with the end in mind. What’s the top of the value ladder? Where do you really want to take people? Figure that out and then reverse engineer, to do that here are the funnels I need. You got a path and a process. Anyway, it’s exciting. I love it. I love this game. I love my entrepreneurs. I love the inner circle. I love all of you guys. I love Clickfunnels. I’m having the time of my life. And hopefully, also I’m helping. I’m doing my best. It’s funny, I was reading, somebody I care about wrote a really cool post about what we do. And I was reading it and in the comments 3 or 4 people who were like, “I just don’t like Russell. I can’t connect with him. I don’t like his energy. I don’t like…” Whatever. It just kills me. It’s tough because I’m always trying to give and serve and do whatever I can and I hate when I don’t connect with everybody. But that’s okay as well. Hopefully my message gets to you and you’re able to take whatever it is you share out to people. And people connect with you, people I would never connect with. Hopefully you can connect with them and change them. So that’s one of my goals. Hopefully I connect with you and if I do, that’s the key. Take your energy, get out there, share your message with other people and change the world the way you can. Because unfortunately not everyone is always going to like me. And that’s the same for you. Not everyone’s going to like you. But the people who do, they’ll hear your voice and they’ll come to you and you’ll be able to help them and serve them and it’ll make the quality of their life so much better, which in return will make the quality of your life so much better. So that’s all I got tonight you guys. Appreciate you all, I’m going to go to bed and get ready for inner circle tomorrow and that’s about it. See you guys soon. Bye.

Listen in on this unique conversation after a late night mastermind outside the Clickfunnels headquarters. On this episode Russell talks about contrast with Dave and Steven. Here are some interesting things to listen for in today’s episode: Why having contrast creates desire in customers. And what kinds of things about contrast Russell, Dave and Steven learned from the Chatbooks viral video. So listen here to find out why contrast in your marketing is so important. ---Transcript--- What’s up everybody? This is Russell, I’m here with Dave and Steven, what’s up guys? Welcome to the Marketing Secrets podcast, we got a special edition happening right now. Okay, so we just got done. We had a little Boise Mastermind group, they meet every month around different places, and we never had a chance to go. But we actually hosted it here in the Clickfunnels offices tonight. So we put the kids to bed and come here and we’re here for 4 hours or so, talking about tons of stuff. So we just had a really cool conversation while Dave went back in to go to the bathroom and he missed it. Dave: It’s Alex Charfen’s fault. Russell: Alex did this podcast about the number one supplement for entrepreneurs and it ends up being water and then… Dave: 3 gallons later. Russell: It’s really convincing, you guys should listen to it. We’re all obsessed, have you listened to it yet? Steven: Well I know enough that I’m just drinking a lot of water. Russell: It kind of freaked us out so we’re drinking insane amounts of water. It’s like bathroom breaks every 30 seconds. Dave’s like, “I gotta go to the bathroom.” And then he missed this huge conversation. So I gotta retell it and I might as well retell it right now with you guys because it was actually really interesting. So what we’re talking about…I got a black face, let me come here in the light. Let there be light. Alright so what we’re talking about. So those who are listening you have no idea what’s happening, but those watching the video, we’re in front of the Clickfunnels offices at nighttime, we’re under the streetlight. So I was listening to a podcast that Ryan Deiss did on the perpetual traffic talking about the Chatbooks viral video and he basically played it, paused it, talked about the before state and the after state of the woman in that video. Which you guys have seen the video obviously. If you havne’t seen the video go to harmonbrothers.com and click on the Chatbooks video. Probably the best, I would say probably their best viral video, it’s really, really good. But he’s talking about the before state and the after state and how good that video did. Here’s where she was at before, here’s where you’ll be after the product. Before, after, before, after.  We started talking about how the big secret to copy and sales is contrast. I was telling them ten years ago I went to a course with Matt Furey, he talked about contrast. He said contrast is the key to everything. Because you have the contrast of where they’re at and where they want to go and then your message in the middle there is what creates the desire for them to go from this to this. He talked about an email that’s like, in the course I was studying with Matt Furey it was email marketing, he was like, “Every good email has tons of contrast. Light and dark, happy, sad, fat, skinny, rich, poor. The contrast is what makes it interesting and then it’s what creates the desire to go from the before state to the after state. That’s the whole key, the contrast. A lot of people never think about that, but as you’re writing the emails, think about the contrast. The before state, again the way Ryan Diess explained it, the before state and after state, which was brilliant. In fact, I had never watched the Chatbooks video through that lens before, but if you watch it through that lens of the before state and the after state you see it over and over again. You see that she’s in the tub at first and she’s the smiling mom in the bathtub, so it’s like, this is a nice thing. Then she stands up and she’s fully clothed and the kids in the tub with her and she’s like, “I fell in while timing him holding his breath.” There’s the before and it keeps transitioning back and forth. So in any of your communication, whether you’re doing storytelling, or writing emails, or sales letters, or videos, whatever, the contrast is the key. So with the contrast you’re thinking about that, if you told a story about how fit you are, nobody cares, there’s no contrast. It’s like, “I was fat, I was sick, I was unhealthy, I was whatever.” You tell that first and then you tell the contrast to the other thing and the contrast is what creates the desire for somebody to change, which is what they need to have to give you money and that kind of stuff. So the contrast is a secret, in the before state and the after state, that’s the magic. We gotta rewrite the Expert Secrets book, stop the presses. Let’s add in this thing. So yeah, we just kind of had that epiphany as we were talking. So there you go. Contrast, add it in everything you do to create the before states and the after states. And it’s really fascinating. So watch that. Watch it in the viral videos, watch it in email. As you’re watching good marketers, try to notice the contrast. Because the better the contrast, the more desire is created. So watch how they do it, watch how I do it, watch how other people do it, that’s the secret. There you go guys, marketing secret number whatever we’re on, hope you guys like that. With that said, it’s time for us to go home and go to bed. So bye everybody.

The fastest way to succeed in anything in life. On today’s episode Russell talks about finding a coach and actually doing what they say. Here are some of the awesome things to listen for today: Why Russell hired a new coach, and why having a coach is important to him. Why Russell’s wrestling coach said he was one of the most coachable people ever. And why you need to find someone you trust, listen to what they say, do it, and then you’ll have success. So listen here to find out how to find success by finding a mentor or coach you can trust. ---Transcript--- What’s up everybody, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. Hey everyone, I’m really excited, I know I’m always excited, but today I’m especially excited because yesterday I hired a new coach. If you’ve been listening to the podcast for 5 years like you should have been, I’ve talked about this before in the past. But I’m a big, big, big, big believer in coaching. When I was wrestling I always had a coach, I usually had 3 or 4 coaches. I had a freestyle coach, Greco coach, nutrition coach, strength training coach. But sometimes we get in business and we’re like, “Oh we’re so smart, we don’t need coaches.” And no, you’re wrong. In fact, it’s kind of funny because a lot of people I know who are really successful in this business for a long time who no longer are, they’re like the last people to go and get coaching. It blows my mind, because they think they know how to do it all. I’m kind of at the top of my game right now, I don’t know, maybe it’ll go higher, but I definitely think I’m 9 ½ minutes into my 10 minutes of fame, what it is 15 minutes of fame, 14 ½ minutes in. So who knows when this whole thing will go down, but for me I’m at the peak of where I’ve ever wanted or dreamt of being. I’m still trying to find coaches to coach me in different areas of my life and different aspects and different things. I’ve had health coaches, business coaches, all sorts of stuff. Yesterday, actually two days ago I was listening to a podcast, actually the Freedom Fast Lane podcast by Ryan Moran, and he was doing a call with this dude, and the guy coached him through this thing on the podcast. I was like, that was insane. I said out loud that I want that guy to do that thing for me every Monday morning to keep me focused on what I’m doing. And I’m not going to tell you his name, not because I wouldn’t share, but because I don’t want all you guys trying to hire him, because that’s not his core business. But anyway, the next day I messaged Ryan I was like, “Dude, I need this guys info.” And he’s like, “Oh.” And then I messaged 50 other ways and finally Dave got a hold of him and two hours later I was on a call with him. During this call he literally did a laser coaching thing with me and I was like, “This is so awesome. I want this every week.” And it’s kind of funny, this isn’t his full time gig, doing coaching like that. He’s like, “Well, where do you want to go?” I’m like, “I want to write you a big check for money and then you do this every Monday morning for me.” And he’s like, “Okay.” So I did, I wrote him a check. And now next Monday I have my first actual thing and it’s so exciting. I’ve had different coaches in my life. I have a coach every Tuesday morning I meet with more on like, it’s Tara Williams, who is an energy coach, but it kind of goes in different directions, from spiritual to physical to mental to business to relationships, all over the place. So that’s one that touches on different areas of my life, but this is very specific on focus and intent and I’m so excited. I’m excited for that. I wish you guys could see how I was jumping around, crazy. I was so excited to give someone money to be able to coach me. Because it gets hard, the different levels you get to, it’s harder to find a coach who’s there, who can take you through a different aspect, so it’s just exciting for me. I’m so excited. In fact, that’s why as a coach, I obviously coach a lot of entrepreneurs, I don’t want my students or friends, whatever you want to call them. I want to keep progressing myself so that they keep having something to tap into, if that makes sense. I’ve had a lot of coaches throughout the years, that I came in and really quickly we met and then surpassed and I’m like, I can’t get stuff out of it. I don’t want my people ever feeling that way. That’s why I’m always pushing myself, pushing myself, pushing myself just so that I’m always as sharp as possible so I can keep serving and giving and coaching. But anyway, I’m just excited and what’s interesting, and this is the point of the podcast, not that you guys care that I hired a coach. But more so it’s because at the last Inner Circle meeting last week, we had 4 days of Inner Circle and I got 4 days next week too, I’m so excited. But what’s interesting, I watched a pattern. It was such an interesting pattern. First off, people in the inner circle are people who, they hear what I say, they do it and then they succeed. It’s really interesting. They hear what I say, they do it, and then they have success. Hear, do succeed. Hear, do, succeed. When I was wrestling, I remember one of my coaches telling me, “You’re one of the most coachable people I’ve ever had.” I said, “What do you mean?” “Well you hear what I say and then you go and do it. I literally between matches will show you your level was too high. You need to lower your levels, be moving more. Next match you’re doing that. Most people I tell them that over and over and it takes weeks or months or years to even attempt it. I tell you something and you just do it.” And I’m like, “Yeah, isn’t that how it should work?” You hear someone you trust, that you hired, that you are paying to be a coach, someone who is your coach, you hear them, you then do that thing, and you make money. Or you hear that thing, do it and then wrestle better. That’s the process. So the key first off, you gotta tap into somebody that you trust. Someone who you know is not going to lead you astray, someone who knows more than you do. So when you hear them, you’re not second guessing should I do that, should I not? You gotta pick the mentor that you have 100% faith and trust in. It could be me, someone else, I don’t care, just pick somebody where you’re like, I have absolute faith in that person’s opinion. Therefore I will do whatever they say. I will hear and then I will do and then I’ll have success. But what’s interesting is during this whole inner circle, again, I’m watching and most of these people, that’s who they are. They hear, they do, they succeed. That’s why there are able to afford 25 grand to come hang out with us a couple of times a year. That’s why they’re having success. But as I was watching, not all of them, but probably 60% of our inner circle members are also coaches in different markets, different industries, things like that. And what’s interesting is almost all of them said “I’ve got these students and they just hear what I say and do it and they have success. But I’ve got all these other ones who don’t.” And I was like, it’s so fascinating to me that people that have success what do they do. They heard, they did, they had success. The one’s who didn’t, they heard, they questioned, they thought about it, they flip flopped, they over analyzed, they studied something else, they did this, they….they get stuck in this thing in the middle that they don’t really hear. And it’s just so fascinating for me. Yesterday when I heard, two days ago when I heard that podcast and the second I heard it I was like, “I heard it, now I’m going to go do so I can be successful.” How am I going to do it? I know I’m going to forget or it’s going to be hard so I’m going to pay someone so I can do it. So I heard, did, boom now I guarantee you guys will see in the next 6 months, the changes in my company and hopefully in me personally because of this coaching. Again, I could have heard the podcast and thought about it and tried things, but no I heard it, I’m going to go do it and then I’m going to be successful. So if anything you get from this, there is a pattern of people who are successful in all areas of life. The pattern is number one, they find the mentor, the person, the coach, whatever they believe to get them where they are, and then they put on blinders. They hear, they do, they succeed. Hear, do, succeed. Hear, do, succeed. That’s it. And if you’re not successful, something happened. Number one you picked the wrong mentor, so you picked someone you’re not really trusting or they have bad advice, bad strategy whatever. So if that’s the case, pick somebody that has the right strategy that you trust. That’s number one, so you do it. Number two, you have to listen to them. Now listening, I said this to one of my friends one time. There’s two types of listeners in the world, those who listen and those who wait to be heard. And a lot of you guys are hearing stuff, but you’re waiting to be…..You’re trying to inject this thing in the middle, and I don’t want you guys being the people who are waiting to be heard. You are hiring a coach so you can listen. So stop, get the right person with the right strategy, pay them whatever it takes, then listen. Listen. Even if you think you know a better way, you read a blog post or a book or someone who has a different…it doesn’t matter. There’s a million ways to skin a cat. Pick a strategy from a person and then listen to what they say, and then whatever they say, do it. That’s it, just do it. And then what will happen? You will have success. Listen, do, succeed. Listen, do, succeed. It’s a pretty simple strategy. It’s somewhere between the listening and the succeeding we get caught up trying to think or over analyze or whatever it is. In fact, it’s interesting, people that are really good at school typically, the reason I think they don’t succeed in this kind of world is because they listen and they analyze and think….it’s good to think for yourself, but you’re hiring someone who already thought through these things for you. Like this dude yesterday, I don’t know, I’m guessing he was surprised at how he said something and I’m like, “Okay, I’m doing it. Done.” I listen, I heard, I did. I’m not like, “Well, my company is bigger than yours and I did this…” or whatever. No, I listen, I do, I succeed. I trusted him enough to give him money, therefore I’m trusting his strategy with 100% certainty that this is the way. Otherwise, I wouldn’t have picked him, I wouldn’t have paid him, I wouldn’t have whatever. I chose that person, therefore I will listen with 100%, I have 100% certainty that everything he says is going to be truth, therefore I will listen, I will do and I will succeed. So this message is mostly for those of you guys who are struggling. My guess is that somewhere between this little chain that you’re missing. You picked the wrong person to tap into a strategy. But if you’re listening to this, you’re listening to me, so obviously you picked the right thing. So you got the right strategy to listen, do, and succeed. Boom, that’s it. I look at Brandon and Kaelin, literally Brandon and Kaelin come to every event, they’re at everything we do. They listen to every podcast, they’re probably listening to this right now smiling and saying, “Russell keeps dropping our name again.” They listen to everything. They picked somebody they trusted, they listen, and they do. I will literally be onstage at an event talking about a concept and I get off stage, and Brandon’s like, “hey that thing you just said, I just launched it.” I’m like, “What?” He’s like, “yeah, While you were talking I did it.” He’s listening, he did it, he’ll succeed. That’s why their company is going….. Everyone else in the room is sitting there listening, listening, taking notes, thinking about how cool it would be, and then they hang out in networking and they’re talking and….No, Brandon is there listening, doing and that’s why they’re so successful. So for you, look at that chain, there’s four elements. Pick the right mentor with the strategy and have absolute certainty in what they say, listen to what they’re saying, again listen, not waiting to be heard. Listen, then do it. Whatever they say, don’t even… Just do it. Just jump off the cliff. I trusted this person, therefore I will jump off the cliff if they tell me to. Just do it. And then get success. That’s it. That’s it, it is really that easy. So easy. It’s insanely easy. I don’t know why we keep complicating this. So don’t complicate it. If you do this thing and don’t have success, there’s somewhere in here, either you didn’t hear it right, or you didn’t do it right, or you picked the wrong strategy. If you get the right strategy up front, you listen and you do, then you’ll have success. It’s inevitable. You can’t not succeed. So there you go guys, I hope that helps. It should help you, but it should also help the people you’re coaching. It should help, so many ways. Understand that guys, that’s the key. That’s all I got guys. I’m heading into the office today. It’s Wednesday, I got a lot more fun stuff to do today, I’m excited. Appreciate yo all for listening and subscribing to the podcast. If you’re not subscribed yet, go to iTunes.com and subscribe or I guess marketingsecrets.com there’s a link to the iTunes, that might be easier. And then please rate, review, let us know, share this, if you got any benefit from this. Appreciate you all, thanks so much for everything and I will talk you all again soon. Bye everybody.

All the little things you’re not doing to get more traffic now. On this episode Russel talks about the big theme in the company right now, which is going from ten million dollars a year to a hundred million. He talks about what they are doing to be able to build a blueprint to help others do what they have done. Here are some cool things in this episode: Hear why Russell is obsessed with writing books right now in order to leave a legacy. Find out which book will come after Expert Secrets in the series and what it will focus on. And find out what is happening next with the Marketing Secrets podcast. Listen to all this and more, and don’t forget to get your tickets for Funnel Hacking Live before they are gone. ---Transcript--- What’s up everybody? This is Russell Brunson. Welcome to the Marketing Secrets podcast, formerly known as Marketing In Your Car. Right now we are back in the car, so I feel a little nostalgic. Going to a dentist appointment today, starting in 6 minutes. It’s probably a 10 minute drive and traffic is literally stopped. My wife told me not to take Chinden and I did anyway, it’s my own fault. Should have listened. Anyway, that’s what’s going on today. Alright everybody, so I hope everyone out there is having an awesome time. It’s been really fun this week. If you listen along as we go, two weeks ago we had a FHAT event, and then the viral video event, which went awesome. Then last week I had 4 days of Inner Circle meetings and a one day consult, so last week I didn’t even get to do any of my own work. And yesterday was the first day I got to get back and actually do my own thing, which was awesome and exciting and amazing and I’m so grateful for it. So it was fun to kind of get back to work. And it’s been interesting, as I’ve been talking to Inner Circle a lot, I keep telling people phases of this. It’s going 0 to a million, a million to ten, ten to 100, and if you listen to me talking about this, it’s going to be a big theme at Funnel Hacking Live this year. By the way, tickets for that are going on sale this week. So they’ll be at Funnelhackinglive.com, we should have some ticket sales. We pre-sold over a thousand tickets already, so we don’t have a lot of tickets left, but those are going on sale this week. By the time you’re listening to this, it might be live. So if you want to go to Funnel Hacking Live, go to funnelhackinglive.com. Anyway, so that’s been the big theme in my Inner Circle, a big them in my company, everything like that. Yesterday was the first time I had a chance to really focus on the traffic part of it, which is fun because going from 0 to a million is all about figuring out your what and your how. What are you selling and how are you selling it? The sun is bright in my eyes, sorry. And after you figure that out, you know you figured it out because you go from 0 to a million dollars over night as soon as you figure that out. So figuring out the what and the how is the first phase. After you figure that out, the second phase is scaling that. So it’s coming down to building out the infrastructure. Actually let me step back. 0 to a million is everything we talk about in Expert Secrets, finding out what you’re selling, who you are, what you message is, finding your voice, etc, etc. And number two is when you go from a million to ten, it’s all about basically the Dotcom Secrets principles, building out a value ladder, front ends, back ends, maximizing the journey and the process and all that kind of stuff. So that’s the second phase. The third phase is going from ten to a hundred million, and that’s where we’re at right now. Some of you may or may not know, I bought trafficsecrets.com from John Reese, and that’s going to be, I don’t know if it’s the next book, but it’s the next book in the series. It’s going to be all about that part, how to scale the traffic, so going from ten to a hundred million. So what’s fun is that yesterday was the first time we had a chance to sit down in a room all day and plan and map it and really build out that process. What’s interesting, as I look at our business, to this point. We’ve done well this year, it doesn’t matter. It’s grown really, really well. We’re doing some pretty good things, but what’s been interesting, if you look at how we’ve done things up to this point, the focus is all on the funnel. So we build the funnel and when that funnel’s done we go and drive traffic, we go and buy ads and do those kind of things like that. Whereas  this new phase, the sun is so bright in my eyes….The new phase we’re going into, which is scaling beyond, it’s all about getting more people into the front of the funnel. Because after you get people in front of the funnel, the structure, all the Dotcom Secrets, front end, back end funnels, value ladder, all that stuff’s already built out. You don’t need to keep adding stuff there. Now it’s just about dumping more fuel into the fire. So that’s the kind of phase we’re in now, which is an exciting, fun phase. So what’s interesting, we were mapping this thing out. I wish I could show you guys all the pre funnel stuff. Most people are like, here’s my funnel, what’s the ad I’m going to buy? The process we’re working on and we’re building out internally is there’s four phases that happen before you ever get to the ad. There’s the research phase. There’s a whole bunch of research we’re going into, keywords, headlines, articles, who are we trying to be. Funnel hacking deep, so that’s the research phase. From there we have a bunch of stuff, deliverables, based on that, here’s the 30 or 60 or 90 headlines we need to create videos for. Here’s the 15000 word article we need to create. Here’s the title and keywords we’re focusing on. And then here’s…..it’s going through all that stuff, the deliverables. Then after that, we have to produce all that stuff. So the third phase is going and, if it’s me, it’s doing a billion videos…. I got off the busy street…..doing a billion videos, writing the content, all this stuff is the production phase. And then when the production phase is over, then it goes to the asset phase, which is like each video turns into 5 thumbnail, or 5 quote cards. A YouTube video, Facebook video, all the actual assets that need to be created. And then from there it’s handed to the promotional team, which is phase 5 and the promotional team takes all this stuff and uses it to promote the funnel. So it’s crazy, so exciting. It honestly blows my mind that we built our company as far as we have, based on literally us building a really good funnel and turning on ads and that’s it. We’re missing…. again it comes back to the tip of the iceberg. We’re doing the tip, but we’re missing the rest. So now we’re coming back and doing the rest of it. And I really think, outside of there’s a lot of infrastructure and people and other things we need in place as we’re growing from…to a hundred million and beyond. So we’re working on those kind of things. But what’s interesting, from the traffic side, that’s what we’re building out now. Building out the systems and it’s exciting. It is a process starting right now, it started yesterday and it will culminate probably in the next 18 months in a book called Traffic Secrets, so it’ll be showing you guys behind the scenes of what it ended up becoming. Oh crap, I gotta beat this light…..So that is kind of what….sorry you guys see how good of a driver I am. I always get messages after this, “Russell, you shouldn’t be driving while you’re talking.” I’m like, I got my hands. I’m good. Anyway, so that’s the exciting thing, as we’re kind of building this out. As I’ve kind of perfected the model, proven it, we’ll use it to go from 70-80 million to 700 million, then we’ll have a good blueprint to show everyone, this is Traffic Secrets, this is the foundation behind it, which is kind of cool. Anyway, that’s kind of what’s happening over here. And it’s exciting and fun. The only place we really talk about this publicly, some of you guys are in our Fill Your Funnel course, that’s where we’re really going deep into this and kind of mapping out the strategy and this process and this plan. But we’re trying to figure it out, all internally on our side. So as we keep getting it better, we’ll be publishing it there, until we got it all perfected and it becomes a book. But I want you guys thinking more about that. Think more about all the front end stuff that you do to get traffic into your funnels. Most of its just, you spend all this time and effort getting the funnel right and then we turn on ads and that’s it. There’s so much more that goes into it before. Anyway, that’s kind of what’s happening here. So a couple of other exciting developments. One thing is, if you’ve been listening to the Marketing In Your Car podcast for any amount of time, or Marketing Secrets for a long time before that, I have somebody, a secret spy right now, going through the past episodes….is this the right road I’m supposed to go on? I think it is…. Categorizing all of it, we’re going to be turning this crazy podcast, we’re going to take out all the crap and the fluff, the ones that were just me rambling incoherently, and finding all the best and putting them into chronological order, not chronological, the right order, and actually making a book called Marketing Secrets. If you can’t tell, I’m kind of obsessed recently with making books. We’ve got the Expert Secrets book, which took two years of my life, the cookbook, which was The Funnel Hacker Cookbook. If you haven’t got that, go to funnelhackerscookbook.com or funnelcookbook.com, it’s actually easier to remember, funnelcookbook.com. And in fact right now, I think it’s $10 plus shipping or something like that, to get a 350 page, spiral bound cookbook, which is insane. But I’m really into the whole book thing. I think books create legacy more than anything else. And at this point in my career it feels like that’s what I’m getting drawn to, stuff that’s legacy as opposed to promotional stuff. So you may see a couple more books coming out in the next few years, and hopefully they turn out good. I’ve tried to write two really good books, I think the first two turned out good, I’m proud of them. So hopefully you guys will like the other ones. But this is one will be a fun book that will be kind of like an ongoing series called Marketing Secrets, where every three years I can publish a new book, it’s like okay here are the next 400 marketing secrets that came out of me driving in my car back and forth. Here’s idea after idea after idea. You know the first two books, Dotcom Secrets and Expert Secrets have been very much process based. So it’s like, you have to go through step one, step two, step three, step four, kind of like that. Where Marketing Secrets the goal would be more like, flip it open and just grab it like, “What’s secret 27? Oh cool, urgency and Scarcity. I could use that here. Here is marketing secret 292…” Anyway, that’s kind of the game plan with that book, so it’ll be fun. So that will probably be the next book and then I got this other cool….so many cool things. So anyway, that’s all I got you guys. I’m almost at the dentist. So I’m going to go hang out with him. Appreciate you all for listening, subscribing. If you’re not subscribed yet go to iTunes and subscribe. I think last time I checked we’re number 3 or 4 top business podcast in the world, so thank you for that, hopefully we can keep it ranked up high. But yeah, come listen, subscribe and hang out with us and we’ll keep giving you the goods. Alright guys, appreciate you all, talk to you soon. Bye.

Listen in on live Q&A from Gary Vaynerchuk (Part 2 of 2) On this special episode of Marketing Secrets Podcast you will get to hear the second half of the Q&A section of Gary Vaynerchuk’s presentation at the viral video launch event. Here are some of the questions Gary answers: Why you should still invest in influencers to build your brand even if they are in a different niche than you. How you support and strengthen your belief in your own intuition. And What Gary’s number one business challenge is right now. So listen to Gary’s insightful answers to these questions and many others as we finish up part 02 of this special set of episodes.

Listen in on live Q&A from Gary Vaynerchuk (Part 1 of 2) On this special episode of Marketing Secrets Podcast you will get to hear the first half of the Q&A section of Gary Vaynerchuk’s presentation at the viral video launch event. Here are some of the questions Gary answers: What he sees happening with artificial intelligence and robots in the next 5 years. What Gary’s latest strategies are for shows on both YouTube and Facebook. And What Gary recommends for taking your preferred platform and skyrocketing your numbers. So listen to this first half of Gary’s Q&A and tune in for the second half tomorrow.

The secret behind making the important become urgent. On this episode of Marketing Secrets, Russell gives a recap of some of the events for the Viral video launch from last week. He goes into some rough numbers and stats and explains why they did it. Here are some of the highlights of this episode: Russell gives some rough numbers of how the viral video went and some of the stats for the first 7 days since. He explains what good things have come from the video launch and why they did the things they did.- And he explains why he needed to make the important things become urgent in order for them to get done, and why he recommends others do the same thing. So listen to this episode and find out how many views the viral video got, and what good things have come from it so far. ---Transcript--- What’s up everybody, this is Russell. I want to welcome you guys to Marketing Secrets. I’m finally giving you a chance to hear behind the scenes of what happened with the viral video launch, the bubble soccer party, and everything that’s happening on today’s episode of Marketing Secrets. Alright everybody, welcome back. I hope you guys have been doing amazing. This whole week I’ve been in inner circle meetings, so I’ve been dropping some cool stuff on the podcast, hopefully you’ve been enjoying it. If you’ve been listening to the audio version, I gave you guys a really cool call from Frank Kern, which was awesome. Sent you my presentation of how we went from zero to a hundred million dollars without taking on any outside capital, which was cool. Hopefully you liked that. And Now I’m finally having a chance to tell you guys behind the scenes. So it’s been a fun week afterwards. Whenever something like this happens, we have no idea what to expect. What happens if we launch this video and it gets 500 million views, what if we launch it and it gets ten views? You have no idea what’s going to happen. So for me it’s always like, I think sometimes people get so invested in the outcome, they miss the fun and joy of what you’re doing. I know that I’ve had times in my life where I do that as well. So consciously with this, as well as any launch, I set big goals and big dreams and stuff like that, but as they get closer and closer and closer, I start, I don’t know if that’s the right word, I delete the outcome goal in my head. I just, I don’t know what it’s going to be, and if I set one and I don’t hit it, I’m going to be sad. If I set one and I surpass it, I’ll be happy. But I don’t want that, because I did the work no matter what and I want to be able to celebrate it and enjoy it. So I try to just get rid of the outcome in my head. So going into it, I didn’t have an outcome. Again, I was looking at things like, what’s the worst case scenario. So for us, Clickfunnels worst case scenario, a lot of you guys know we spent a lot of money. Harmon brothers charge about a half a million dollars for a video, plus we threw a big party, we hired influencers to come, when all was said and done, I haven’t looked at the numbers yet. It’s been a whirlwind week. I would say probably, all in, in this party promotion we’re probably in close to a million dollars, which is kind of crazy. I think I told you guys before, it’s the first time I just put everything on black, or everything on red. However you say that, I don’t know the terminology, the gambling thing, just kind of rolling it. Typically with any kind of marketing, we’re very direct response driven. Where we test small, put a dollar in, get two dollars back out, and if that works we scale. That’s how we’ve grown our company. That’s how everything I believe is based on that. So this was the biggest thing. We’re like, we’re putting  a lot in without knowing ahead of time, but it’s okay because we’re looking at what’s the worst case scenario. Worst case scenario, average Clickfunnels member, lifetime average I estimate is 1200 bucks or something like that, maybe higher. In fact, I’m sure it is higher. We’ve only been in business, in fact tomorrow is our three year birthday, a lot of people have been with us three years. So that number keeps growing over time, but as far as we know now, it’s over $1200 a person. So we’re like, worst case scenario, if this video brings us an extra thousand customers, it broke even, which is awesome. So that’s really good. But the bigger win on my side, there’s a couple of big wins. One of them is, when this video went live we needed to simplify our process. The signup process, the onboarding, all sorts of stuff like that. Because of that, I don’t know if you guys logged into Clickfunnels recently, there’s a bunch of new stuff. There’s a Clickfunnels game, there’s new onboarding, there’s these things we call “Show me how” little walk-through’s that have video and written out explanation that show you how to do every single thing. We set up a way to get custom domains, where you click a button and get a custom domain. In fact, we gave everybody the first custom domain for free. We figured out all these things to simplify the onboarding process, so when this new onslaught of people came, we’d be prepared for it. So one of the biggest things, that’s something we’ve known we needed to do for probably two years, we just haven’t had the time or energy to do it. This  forced us to spend that time and energy. A lot of times we focus on stuff that’s urgent but not important. This one was super important, but it was never urgent so we never got it done. So by doing this, calling our shot and making this big video, it forced us to focus on the important that’s not urgent. It became urgent for us. So we, as a team, killed ourselves. You probably saw the week prior, we were here all night last week. Our whole tech team and dev team, design team, everyone was here just killing ourselves to get prepared for it. A lot of evaluations, if we ever wanted to sell Clickfunnels in the future, one of the big things to look at is churn rate, so we knew what our churn numbers were at. For us it was like, if we could lower our churn by 2% that alone would be worth, tens if not in the future, hundreds of millions of dollars. But tens within the next 12 months. So that was our goal was to reduce churn by 2 points. So it was a week ago today that the viral video went live. So we’re about a week. Obviously stats aren’t perfect, we don’t know the numbers, but based on the first, it’s been live a week, what’s it trending towards?  I don’t know if it’s going to hold, so I don’t want to tie down to it yet, but based on the first 7 days our churn in the window and everything has dropped by more than 2%, which is amazing. More than 2%. I’m hoping over the next 30 days, 60 days, 90 days that sticks. If it does, that alone is worth more money than I could ever have dreamt of. In fact, the thing is right now, I could talk about this for a long time and explain it all. But basically where we’re at right now, as we’ve grown, we just passed 50,000 members last week, a week ago yesterday, 50,000 members. But as soon as we get to about 60,000 members, the new members we bring in and people we lose each day become about the same, so it gets really hard to scale past 60,000 members. If we drop our churn by 2 percentage points, our next peak is at 100. So almost instantly we get to 100,000 members. So that alone is a big reason. Another big reason why we did the viral video is unification, if that’s the right word, connection, tribe building, bringing people within the culture, closer together and building that bond. We had hundreds of people throwing viral video launch parties in their homes. We had Julia Stoilin throw a launch party and invited the whole internet and she had people driving four or five hours to her house to come watch it with her. It just brought our tribe as a whole together. We streamed live presentations from me, from the Harmon Brothers, and Gary Vaynerchuk last minute was like, “You should stream my stuff too.” So we streamed his. And we had 20,000 people live between YouTube and Facebook that watched this whole event go down. Think what that does for community, tribe, culture building within our audience, which was amazing. So that was another big thing. How does this become a bigger win for us as a community? Second is how does this make Clickfunnels even more fun? We’re a software product. We’re competing with all these boring software products that are faceless, nameless and boring. Now we’re interesting to talk about. This video is something that people can talk about, they can share, show their friends and family. People come there and they’re like, “oh that’s what Clickfunnels does.” It gave us the ability and the timeliness to rebuild our sales funnel. Typically I don’t like, here’s a brand new funnel, but we kind of had to. So it gave us a chance to sit back and re-tweak things and build things really differently. You’ve probably seen some of it. Again, it’s on the weekend, so I don’t know super good conversion numbers, but as a whole the conversions and EPC’s and dollars in are up, dramatically. So doing this thing wasn’t just, “How many times has the video been shared, how much viral? Is it actually working?” But it’s all these other pieces that are more important to us, that it forced us to do. So I just want to put it out there. It was funny, I was watching people’s Facebook the next day, I think we had like 300,000 views the first day and people were like, “Oh this didn’t go viral, Clickfunnels burned their money.” And all these things, and I’m just on my side laughing because you guys don’t get it. People see what they understand, but they’re missing the rest of it. That was my goal with this podcast always, to let you see the magicians hands. What are we doing? Why are we doing it? Why is that important? Why was I willing to gamble and risk that much money on something that was that big of a risk? Because it forced us to take the important and make it urgent. Which most business don’t ever do that, which is why they die. Kind of like my wife’s business, you should see the video. I buried it next to my first wife’s business, and my first wife. If you haven’t watched the video yet, go to Clickfunnels.com and watch the video. That way that joke will make more sense, along with the nude squirrels and everything else. Other good things it did for us internally. We’ve always struggled to be recruited talent. People know Clickfunnels, which is the majority of our team come in. But developers and things like that, it’s hard. Where now, they see the video and they’re like, “Oh cool, that’s the company, that’s the culture, that’s what I want to be part of.” So it’s helping us already recruit talent. And on the other side it’s bringing in customers at an incredible rate. So prior to this launch, depending on the ad sent and the landing page and stuff like that. For us to get a new Clickfunnels member on the low end, was probably $60, on the high end $120-130, to get a free trial. And that’s kind of the window we played with. It goes up and down and bounces all around, but that’s kind of been the window. Right now, the video is getting new customers at under $40 a piece on the pay side, but don’t forget there’s also the free side that’s bringing tons of free people. So if you take the free and the paid and mix them together, our cost to acquire a customer right now from the video is probably, I don’t know, this is off the top of my head, I’d say probably $15-20, which is insane. Insane. Most SAASes in our world are $120-150. So there’s kind of cool things. Also, as of today, should I check it? We were almost at a million views. A million people have seen our sales video and now are aware of Clickfunnels, which is crazy. I’m pulling up the actual thing to see. We were thinking today we may pass a million views, but it’s going to be a tight one. I don’t think by now, but by tonight hopefully we will have done that. We are at 927,000 views. So we’re getting close to a million and this thing will continue to drive leads, traffic and sales today, tomorrow and forever. We knew with launching this it wasn’t going to be like Poopourri or Squatty Potty viral. To explain what Clickfunnels is takes more. In fact, they were stressed out at first, “This is the longest video we’ve done.” I think it 4 minutes, almost 5 minutes long. I was like, “Yeah, but it’s okay because I would rather have less people, but the people who watch it understand what we are and then they come in and actually become customers and they stick.” Anyway, it’s funny, the people that….it’s just funny. I see all the trolls that are in, all be like, “The video’s too long, that’s why it’s not going viral.” I’m like, “Dude, I don’t need it to go viral. That was the campaign we did to unite the community and get people excited so that people cared when this came out.” All the other things is why we did and why it’s already….it paid for itself in the first 30 hours. That part is done, now it’s this tool, asset that’s becoming huge for us. So that’s what I want people to understand, in case they don’t. Because I know a lot of people don’t quite get all the pieces. So hopefully this kind of helps. Sorry I’m watching the video again, it’s so fun. Alright so, what else what else was I going to share with you? So that’s some of the core things. A lot of people have been asking me about it. The last thing I want to talk about, it gave us the ability to throw a party. Why do I like throwing parties? Because we’re marketers and we should make an event out of everything. We had inner circle last week and we had James Malinchak, who if you know who James is, if you Google “Secret Millionaire” he was on secret millionaire 7 or 8 years ago. And I remember when he was on Secret Millionaire, most people would be like you’re on TV and it’s like, “Hey I’m on TV.” And that’s it. But James is really strategic about it and he actually threw a big party at his house. He invited me and a bunch of other people out to his house and then did a whole launch around it. He had what’s his name, from Lifestyles of the Rich and Famous? Robin Leach come to it. And he threw a big event around it and it made it fun for people like me to come to it and talk and share it. And it made me become friends with James and connect with him and care about him and his mission. Because he threw this big event around it. That’ why we did this as well. It gave us the ability to throw an event that people, whether they could come to Boise or not, could watch it streaming live and see me and Gary and all these people. So many cool tribe building, culture building things that came from it. Anyway, throw an event. I tell people if you’re going to launch a Facebook ad, throw an event around it. If it’s going to be good, invite ten other influencers to come to your house, launch the event together, launch the ad together. Whatever it is, make a party out of it and they have a vested interest in your success. They’re going to walk, talk, all those amazing things come from it. Everyone in my office is out clapping. We got some weird people over there. Sorry, if you’re wondering what’s happening over there. I hope that helps you guys because everyone keeps asking me what happened? Has it been good, bad? And I just wanted to give you a recap, it’s been freaking amazing for us. Again, it forced the important to become urgent, it’s reduced our churn, it’s increased our….dropped our cost to acquire a customer, increased our conversions, our average cart sales, so many good things have come from it. We’ve built some amazing relationships, people who never would have known what Clickfunnels were, sat in a room for 5 hours with us and then played bubble soccer with us. We went in the Guinness book of world record playing bubble soccer. We build connection, community, relationships, so many good things came from this thing. It’s been amazing. So yes it was good, financially as well as all the other things, and it keeps continuing to grow. I don’t know how many software companies have a sales video that has been seen a million times in the first 7 days. That’s rare. And it was the sales video that pitched the product really, really hard. You know what I mean? Sometimes they have these ones that are fancy. I don’t know if you remember Grasshopper, they had a really cool viral video about being an entrepreneur, it’s a big entrepreneur thing and everyone’s like, “Grasshopper.” And that was it. Yeah, it did that. But it didn’t sell the product. What’s Grasshopper. I go to Grasshopper.com, oh it’s phone systems for entrepreneurs. I didn’t know that. This one is like a million people watched it and it’s pitching our product, you know what I mean. We got 5,397 shares, 19,000 emojis, a ton of comments, 1870 comments. It’s all good from a lot of different angles. So I hope that helps. I hope that gives you guys some visibility on what we did and why we did it. One of the big reasons why we do launched, as much as I hate them and the stress that goes into them, again is it forces important to become urgent. So I recommend for you guys to look at, what are the important things that you have that you need to do? That you’re like, “I know I need to do that.” And how do you make it urgent? How do you tie in a launch or something, or an event or something that forces the important, that you know you need to do to become urgent. For us the urgent was always launch a new funnel, launch a new thing, drive more sales, those things were urgent so we were always doing them. But it was like, if I can reduce churn by 3 percentage points, that’s worth more than 10,000 new customers to me. But I never did it because it wasn’t urgent. It wasn’t in front of my face all the time. So as soon as I made the important become urgent through this process, it became urgent and it’s been huge since then. So there you guys go, it’s been 7 days. Like I said, I’ll probably do another recap when it’s been 30 days or so and kind of keep giving you more stats as I get clearer numbers on things. Like I said, I’m in the Inner Circle the last 4 days, so today’s my first day back and half the team’s gone. But I’ll get deeper into the numbers and stuff and share more as we keep going on. But I hope that helps. Appreciate you all, thanks again for watching the video. If you haven’t watched it, go watch it, go share it, go comment, go like, have some fun, because that’s what we do. And tomorrow, by the time you guys listen to this, will be Clickfunnels 3rd birthday. Yes, we’ve only been in business 3 years. We passed 50,000 members, we’re going to change the world thanks to you guys. So thanks for everything. I hope this helped, appreciate you guys and we’ll talk soon. Bye everybody.

My live presentation from the viral video launch party. On this episode Russell gives a presentation at the viral video launch of how Clickfunnels went from $0 to $100,000,000 using growth hacking and sales funnels. Here are some of the awesome things in this episode: Step by step how Russell was able to grow his business without you outside funds. How he was basically paid to introduce people into the Clickfunnels world. And why funnels are the key to growing your own business without having to take money from venture capitalists. So listen here to hear this awesome presentation that can teach you how to grow your business using sales funnels. ---Transcript--- What’s up everybody, this is Russell Brunson. Welcome to the Marketing Secrets podcast. I am still planning on giving you guys a huge recap of the viral video event, bubble soccer, everything else that went down at the event, because some crazy stuff happened. I’m also trying to get permission from Gary V to let me share some of his presentation with you guys here. So that’s the game plan. If I’m able to do that, you’ll see it soon. And you’ll see my recap soon as well. But this week I’ve got my inner circle here, so I am in there locked away. So what I did want to do is I got the video clip from my presentation at the event about how to go from zero to a hundred million dollars in sales, how we did that by using sales funnels and growth hacking. And it was a shorter presentation, but I think it was really, really cool. I’m sure I talked really, really fast. I was also really tired, I’d only slept one hour the night before. So if it doesn’t make any sense, that’s kind of the context of why. But hopefully it will give you guys some ideas about how to scale a company. You hear me talk about the Dotcom Secrets book a lot. Whoever can spend the most money to acquire a customer wins, and sometimes when you hear that it’s depressing if you don’t have a lot of money, so I’m not going to win. And that’s how I felt, especially when we launched Clickfunnels and we’re competing against two companies, one that had 40 million dollars in funding and one that had over 100 million. How do you do that? And this presentation shows you how we did it. So after we do a little Marketing Secrets intro here, I’m going pick right up with my presentation from the event, I hope you love it. Thanks so much and we’ll talk to you guys soon. I put together this presentation because like I said, the biggest question I get, especially from people who are building their own companies is “how in the world have you grown Clickfunnels so fast without having any money, any capitol, any outside funding at all?” So I put together this presentation this morning. Like I said, I had one hour of sleep last night, then I got up and started working on this presentation. But to kind of walk you through what we did and some of the mind shifts that I think are different that will hopefully help you guys as you’re growing and scaling everything you are doing. So the title of my presentation is how do we use growth hacking and sales funnels to go from zero to a hundred million dollars in less than three years, we’re a week away, without taking any outside funding. So the first thing I want to go over really quickly, for those that didn’t know what I was talking about earlier, I’m going to go over what a funnel is really quick. So what is a funnel? If you look at, actually let me step back. The reason why I want to talk about this is it’s been interesting, I’ve been doing this internet marketing game for 15 years now. This is my 15th year in the business selling all sorts of stuff, and it’s interesting because recently there’s been a whole bunch of books coming out on growth hacking, all these cool new ways to growth hack. And it’s funny because we get the growth hacking books and read them, it’s like, that’s all the internet marketing stuff we’ve been doing for the last decade. And now it’s like, real businesses are catching on, figuring out these things that are really, really cool. So that’s kind of why, my thoughts on this presentation. Showing all these funnel things, this is the growth hacking, this is the movement, this is where things are going that we keep talking about. So what’s a funnel? To explain a funnel, I think the easiest way to begin, is to show what a funnel is not. So this is a traditional style website. This is what Clickfunnels is kind of going against all the time. Most people have traditional websites, they have all sorts of ads. They’re paying for Facebook, Youtube, Google, all these things and they’re driving it into these websites, and it’s literally slamming a whole bunch of people into a brick wall. I know that because this is how I got started. I was trying that thing and it did not work. I always say that a traditional website is kind of like having a really bad sales person who is shy and all they do is hand out brochures, and then pray the person comes back. That’s a traditional website. What a funnel is, is basically having the best salesperson on planet earth, come and meet the person at the front door, find out their name and walk them through the process. Find out what they want, how they want it and giving them exactly what they want. So that’s kind of what a sales funnel is. My whole philosophy in business kind of, like I told you guys in the last presentation, when we started Clickfunnels three years ago, we had two major competitors that we were looking at. Number one had just gotten 43 million dollars in funding and number two had just had over 100 million dollars in funding. I’m coming in with me and Todd and we’re bank rolling it with our big old credit cards and we’re like, “Okay, we’re going against these huge giants that have hundreds of millions of dollars, how are we going to win?” One of my first mentors, Dan Kennedy, he used to say this all the time. “Whoever can spend the most money to acquire a customer wins.” So I’m looking at these companies who have hundreds of millions of dollars in funding and I’m like, I’m screwed. I’m not going to be able to win. These guys could out spend me every single day. And I started looking at this more and more and I didn’t get it at first. It took me a couple of years before I understood this concept of whoever can spend the most money to acquire a customer wins. Like I told you before, I went to college here at Boise State, I wrestled here and I used to carry my buddies on back up and down the football stadium, every single day before practice, this is my hometown. Here in Boise, one thing we’re famous for, those who are not from Idaho, we’re famous for potatoes and the very first product I ever put together was a DVD teaching people how make potato guns. You probably heard me tell this story before, but it was a DVD how to make potato guns. I set it up online, I was learning about internet marketing, it was really simple. I had a one page website, I had Google ads. That’s all that we did back in the day. So I went to Google, started buying ads, I was spending about $10 a day on Google ads, and I was selling a $37 DVD on how to make potato guns. So I spent $10 a day on ads and I usually averaged about one sale per day. So Russell as a college kid was making a whopping $27 per day profit, I was putting into my pocket, which was pretty awesome. And that was kind of my beginning. And then what happened, a little while into this whole game, Google shifted how everything worked and I got in big, big trouble and literally overnight, my website was the same but I went from spending $10 a day in ads to spending $50 a day, overnight. So I was spending $50 a day and sending it to the exact same website, but I was only making one sale. Same thing. So I was losing $13 a day. And my beautiful wife, after about 3 or 4 days of that said, “You have to stop. This is not a good business. This is really, really bad.” So we stopped and eventually had to cut up our credit cards and I thought I’d missed the bubble. I’m like dang it, we missed it. And those are actual pictures of us cutting up our credit cards, back in our first home. About that time I had a friend who was also in the business and he came back and said, “Russell, I think I’ve figured this out. My little website..” He had the same problem. Google raised their prices, algorithms changed, and a bunch of my friends got out of the business. One of my friends came back and he’s like, “I figured it out. I started adding in these things.” He called them OTO’s which stands for one time offer, or basically an upsell. He says, ”I’m charging upsells to my products and I start making more money from every customer, and now I’m able to afford my ads again. I turned my ads back on.”  I was like, “That’s cool, but I don’t know how…How can I do that? I don’t know how to do that.” I was like, “I have a potato gun DVD. What should I do?” and he’s like, “Well, people who buy potato gun DVD’s, what else do they need? How else can you serve them?” And I was like, “Well, we could buy them, the next piece is they have to buy a potato gun kit, so they’d have to buy pipes and a BBQ igniter, all these other pieces.” And he’s like, “Well you should sell a kit.” I’m like, “Well I don’t want to make kits. That would be really not cool.” And he’s like, “See if you can find someone.” So I ended up finding a guy in Northern Idaho who actually was drop shipping potato gun kits, did a partnership with him and I made my very first funnel. This is my funnel transition. So people who buy my DVD, I’d upsell a $200 potato gun kit and we’d send it out in the mail. So what’s cool is I’d turned the Google ads on back in the day, and what happened is I was still spending about $50 a day, but then one out of three people would start buying the potato gun kit. So we did the math on that, one out of three people, means I was averaging about $60 in additional sales with every DVD that I got, that I sold. Which means I was spending about $50 a day on ads, and now I was making $102 in ads, and all the sudden it worked again. That was magic. Literally when I made that shift I went from losing money to making $52 a day in profit. I was like, this is it. Biggest thing in the world. For me obviously, potato guns is a very small market and I didn’t stay there long, but the concept of that rang through my head, I was like this is how it works. And my moral that I learned from this whole experience was that funnels make me money, websites make me broke. So my obsession for the last decade of my life has been this. A lot of you guys have been to my events for the last decade, teaching this concept. Showing you guys, this is the key. So when I started doing this and realizing it, that message I had heard from my mentor kept coming back to my head saying, “Whoever can spend the most money to acquire a customer wins.” That was the key. Whoever can spend the most money to acquire a customer wins. So as we came into this game of Clickfunnels and looking at people with hundreds of millions of dollars in venture capital behind them, I’m like how in the world can we compete with that? I was like, I can’t do it. Head for head they can all outspend me, but if I can build a funnel that’s right, I can change everything. If you look at the reason why we have grown as fast as we have, is because we can literally outspend everyone. We get probably three or four times a week, different people trying to put money into CLickfunnels, and most of these we tell them no, but a couple we’ve entertained because it’s interesting and we’re curious what they think we’re worth, it’s really fun. So we were at lunch this day with this group and I’m talking to the guy and he’s going over everything, and he asks the question they always ask on Shark Tank, “How much does it cost to acquire a customer?” And I hate when people ask this question because he’s not going to get what I’m going to tell him. I was like, “Well we’re running Facebook ads, for the home page, we’re spending about $120 to acquire a free trial member.” And he was like, “Oh that’s amazing, based on that, what I can do is go and put in $50 million in cash and we get this many customers…” and all this stuff and I was like, “Well, well, real quick. We actually turned those ads off.” And he’s like, “You turned those ads off.” And I’m like, “Yeah. I gotta pay for this out of my own pocket. I don’t want to lose $120 every customer.” And he’s like, “Well how are you guys growing fast?” and I said, “ The reason why is because we have funnels.” And I explained to him some of my front end funnels, like my book funnels, some other funnels. I said, “Look, for every single person that comes to one of my funnels, if they buy one of my books, we spend on average about $10-12 on a Facebook ads, or other ad platforms to sell a book, but then through that funnel we average about $32. What happens is we spend $12 and get someone to buy one of our books, we make net, $20 of cash in our pocket, and then we introduce them to Clickfunnels. So every single customer, before we tell them about Clickfunnels, they actually pay us money and we put that money in our pocket.” He’s like, “That doesn’t make any sense.” And I explained it again. And he said, “That doesn’t make sense.” And I explained it three or four times and he stopped and said, “If what you’re saying is true, that will change business forever.” I was like, “That’s my whole message. That’s what we do. That’s what funnels are all about.” So I want to walk you guys really quick through this and then we’re going to have Gary come up here in a minute. But one of the key concepts you guys need to understand, and this a concept we call a break even funnel. Those of my inner circle members who are here, we spent a lot of time on this, but the break even funnel is a funnel where you break even, so you can literally get customers for free. When you have that, you can grow your company as quick, as big, as fast as you want. So we spend a lot of time on that. So this is a break even funnel, where I put a dollar in advertizing in and get at least a dollar back out, and if I’m good at it, I can get two or three dollars back out. Now I’ve got a customer, I’ve got some cash, now we can put them into the other things that we have. A couple of examples of some of our break even funnels, I grabbed these from some slides this morning to show you some examples. This is my Dotcom Secrets book, this is a couple of months ago stats. We got about 5400 leads, we sold 23,095 books, our average cart value during that time was $30.81, so we spent $45,000 in ads, we made $52,000 in sales so our profit was $7,763. Most people would look at a company our size and be like, that is a waste. You just wasted a lot of….you just made $7 grand, that’s not a big deal. But that was to get customers. We got 5400 people that then, the next week we would say, “hey, by the way, there’s this really cool thing called Clickfunnels.” And I got paid $7,000 to get those 5400 people onto my list. That was one of our front end products. This is a split-testing book, same kind of thing. We had 2,000 leads come in last month, 1300 book sold, average cart value was $12. Ads we spent $4000, sales was $18,000, so we made $13,000 but now we got 2000 people that we can introduce to Clickfunnels. So we got paid to get all these customers. One more example is Perfect Webinar, same kind of thing. Leads, sales, I’ll go through this quickly. We made $4000 and got 1600 customers we introduced into Clickfunnels. Now if you walk through those three funnels alone, and we have about a dozen or so front end funnels that we use in different platforms and things, last month from this, basically our front end revenue was $96.000, our ad costs were $81,000, so we netted a whopping $14,000. Most people would be like, “Man Russell, with a company with 120 employees, you’re going to go broke fast.” But what’s amazing about that, is that it brought in literally 30 or 40,000 new people into our world, who then we took them through the rest of our sequence. They’re introduced to us, now we can go and build a relationship with them, talk to them, serve them, help them understand what we do, what we believe, and introduce them to our other products and services. And for us, obviously that is Clickfunnels. So if you look at that, what it means for us, is we literally get almost a thousand trials for free every single day, like clockwork. That comes back to what we talked about before. That’s how we’re able to grow so fast. We can literally outspend everybody in our market. There’s nobody else that can do that. And what’s cool for you guys, whatever business you’re in, that’s the key. Remember whoever can spend the most money to acquire a customer wins, and when you figure that out, it makes it so you can grow really, really quickly. Any kind of business, any kind of venture, anything that you want to do. So that, you guys, is how we use growth hacking and sales funnels to go from zero to a hundred million dollars in just three years without taking on any outside funding. Thank you.

Cool message I got a few minutes before starting our viral video launch event.

Russell’s thoughts as he enters the last phase of the viral video launch. In this podcast Russell is worn out and tired but he talks about finishing what he started even when he’s burned out. Here are some of the awesome insights you will hear in today’s episode: Who taught Russell the concept “99 yards doth not a touchdown make.” and what it means. What other circumstances Russell has used that quote to help him get through. And why it is so important to give it your all until you complete something, even when all you want to do is quit. So listen here to be inspired to keep going and moving forward and finish what you start. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. Today’s episode is called 99 yards doth not a touchdown make. Hey everybody, welcome again to the podcast. I’m glad to have you guys here. I’m doing this the day before the viral video launch. And if I’m completely honest, I feel like garbage. I didn’t want to get out of bed today, I didn’t want to move. To kind of give you some context of everything, everyone’s like, “oh you’re launching a video, that’s gotta be pretty easy. The Harmon Brothers did the video.” I’m like, “Yeah but there’s a lot of stuff on this side that happens.” Like we completely changed the entire online sales process. So new sales letters, new sales flow, everything, which when you see it, it’s pretty ninja. That alone is usually a couple week project to get it right, and so that’s been happening and doing that all this week. Number two is we rebuilt our whole onboarding process. You will see if you go to Clickfunnels.com and create an account, or if you just login as of tomorrow, you will see the whole onboarding process. We’ve got online game, we’ve got these video walk through’s. I think I recorded 150+ videos for the new walk through process. So we’ve been doing that and getting all that programmatically created. Plus all the videos and copy and things like that. Boom that’s number two. Then we’ve got the new online cookbook. We created a Funnel Hacker Cookbook, so that book is launching this week. That’d be a 350 pages cookbook. And then this week, I was like I need some training with this so we also happened to have had the FHAT event this week, it’s still happening. It’s a 3 day event where people come and we build out an entire webinar with them. So day one I spoke onstage with them for 3 hours, then went to lunch. Then after lunch I jumped in my office with a blank slide deck and power point and I ended up creating over the next 4 hours 222 slides for a presentation to teach the cookbook that night. Then I went and ate dinner. After dinner I got it up, I set up the entire kitchen with a bunch of Lego’s that you will see. Then we taught, I did a presentation for 2 ½ hours teaching how to use the cookbook, how it works with Lego’s and it was really cool, because we needed that training video. Then we took that and we’re chopping it up into 74 mini videos, which Brandon Fischer was doing all of it yesterday, which is crazy. And then we still had this live event. So yesterday, Steven was running the event, which was nice. So he ran the event all day. While he was running the event, I was working on the sales letter, the process and I realized that a bunch of the videos I had created for one purpose, for the onboarding, didn’t actually work for that thing. So I went and recorded 22 more videos yesterday for that. Recorded the videos plus had to work on all the other stuff. And then after that I had to run home, I’m a scout master, so I went to 11 year old scouts, taught the kids how to swim yesterday. Then I went back to the office and the FHAT event was still happening, and I got on stage from 9:00 to 12:30 at night, in the morning, teaching how to do the stack, which was awesome. And I was just like so tired. And then today is happening and I woke up and I’m just like, I’m dead. Hosting an event and then launching an event, launching a cookbook,  we’re launching an onboarding process, new sales letter, new demo pages, plus all the marketing sequence and automation I still gotta create today. Then tonight I have my family pictures. Why? So I woke up today feeling like crap, I still feel like crap. I honestly, if I’m being completely honest, the last thing I want to do today is everything I’ve got to do today. But as I woke up this morning, I heard something ringing through my head. It was this quote I heard from a teacher, and it’s 99 yards doth not a touchdown make. The back story behind this, I went to BYU, Brigham Young University, my freshman year, I was a wrestler there. Towards the end of it I decided I was going to go serve a mission for my church, so I signed up for some missionary prep classes and my missionary prep teacher’s name was Randy Bott. He’s written three or four books on going on a mission and all that kind of stuff. He’s teaching the class and he’s talking about how for Mormon missionaries, you’re out for two years and you go through this whole process. And for two years you’re out knocking on doors, you call home on Mother’s Day and on Christmas, you don’t get to date girls, you don’t get to watch TV, you’re just out there for two years and it’s tough. I remember he gave this lesson one time and he titled this lesson, 99 yards doth not a touchdown make. He talked about how you go out there and you’re serving this thing for two years and he said that let’s say you served really good mission and the last four or five months you kind of just relax and take it easy and goof off or whatever. He’s like, if you do that, the destiny of your life will change because you decided to slack off. He said in a football game, you can work your butt off. Drive 99 yards all the way across the field, get to the one yard line and if you don’t kick that in, don’t cross the goal line, if you don’t make a touchdown you get zero points. It’s not like, oh well they did a really good job, we’ll give them three. No, you either make it or you don’t. 99 yards doth not a touchdown make, you gotta score a touchdown or you don’t get the points. That was kind of the moral of that lesson. And I remembered that as I was on my mission, especially toward the end when I was tired and I was ready to get home and I remembered that ringing through my head. 99 yards doth not a touchdown make, you’ve gotta get in the end zone, you’ve gotta finish this strong. So I did. I remember when I was wrestling, same thing. My senior year of wrestling, I was wrestling a guy, I think at the time he was ranked 7th in the country, and I went out there and I don’t think I was ranked at this time. I had lost some matches I shouldn’t have early, so I dropped out of the rankings. I’m wrestling this guy, and on paper I should not have beat him. I went out there and I remember wrestling him, and at first he came out really hard and strong and was beating me and then I came back and was fighting back, fighting back, fighting back and eventually I ended up tying him and we went into overtime, and in overtime the thought that rang through my head was 99 yards doth not a touchdown make. I have come all this way and killed myself. I cut weight, I didn’t eat for a week, I did all these things. The match I was fighting and fighting and fighting, if I lose now, if I stop now, it’s over. I can’t stop, can’t stop. I went out there and I remember in overtime I took him down and I remember jumping around like crazy. And the news was there, it was so cool. The news captured that, and that night it was on the nightly news showing me taking this guy down in overtime, it was awesome. It’s just interesting how that one phrase has helped me. Now I’m looking at today and I woke up and I just don’t want to do this. I want to go to bed, I’m tired and my nose is stuffed, I’m beat up. Today I’m going to go, I’ve got 5 or 6 hours to do and then I gotta get back onstage for two hours and present. When I get done with that, I gotta go home and get family pictures, then I’m going to come back…sorry, my nose is stuffed, as you can hear. I gotta come back and I’ll probably be here at the office until 2 or 3 in the morning tonight. Then tomorrow morning I wake up and gotta still do my presentation for tomorrow. Then we got 400 people coming and I gotta speak and entertain and I’m MC’ing the event. And Gary Vaynerchuk’s speaking, I’m speaking, the Harmon Brothers are speaking and then we’re going to launch the viral video and then from there we’re going to go down and play bubble soccer until like 10 o’clock at night. So tomorrow’s going to be tough too, but 99 yards doth not a touchdown make. I think a lot of times in business and other things, people work so hard and get so close to the end and then at the end they take their foot off the gas and then what could have been amazing, ends up being good or not anything at all. So for you guys, I want you to know first off, even I get burned out. Sometimes, like today, I don’t want to do this thing. The last thing on earth I want to do is turn this car off and walk in there, but I’m going to do it because I’m on the one yard line, and I know that the difference between champions and the people who aren’t, is this last piece, pushing it over the edge, getting it out. It’s the last execution where most people quit or they ease up or they step off the gas. Instead I’m going to step on the gas and we’re going to blow through thing and freaking make a touchdown. It’s going to be awesome. So that’s what’s happening today. Hopefully this gives you some motivation for those of you guys who are struggling or tired or worn out. I understand, I’ve been there. Push through the pain, you’re almost there, you’re on the one yard line, just get through it, just push to the end. 99 yards doth not a touchdown make, that last yard is the one that matters. So don’t give up, you’re almost there. I’m almost there. I’m almost there, you’re almost there, let’s do it together. Okay, I’m going inside you guys, have some fun. I’ll see you guys on the other line, I’ll see you guys in the end zone. Bye everybody.

My thoughts as I detox from Lucky Charms. On today’s episode Russell talks about the effects of putting negative fuel in your body instead of positive. Here are some of the informative things you will hear today: What started Russell on a carb binge that he couldn’t stop. Why eating junk will make you feel like junk. And why putting positive fuel in your body will help you compete in business and you’ll be more able to get a billion things done in shorter period of time. So listen here to find out why putting negative fuel in your body could be making your work suffer. ---Transcript--- What’s up everybody? It’s a late night Marketing Secrets podcast out in the pool house before I head into bed. But I got something for you. Alright everybody, it’s been a fun day, a long day. I am beat up and tired and ready to go pass out. But I’m out here trying to get a bottle of water because I am parched. We’re about probably 3 or 4 weeks away from our kitchen being done with the remodel so we can move back into our house, which is going to be oh so nice. I cannot wait. So typically, it’s interesting, this is kind of off topic sort of. Still on topic though. So typically when I’m doing everything throughout the day, I do really, really, really, really good. I do intermittent fasting, so I don’t eat breakfast in the morning. I take about a billion vitamins and supplements in the morning and I feel like I’m glowing. I feel tons of energy and I feel really, really good. When I do eat during the day, Melanie, my assistant makes me this huge salad. It’s a, I don’t know, 1600 calorie salad with spinach and kale and salmon and peppers and oil and avocados and it’s the most amazing thing ever. I eat that all day long and then I’m full and not hungry the rest of the day. Then at night I’ll eat just whatever my wife makes, I’ll eat just the meat and vegetables out of it, and that’s it. And I feel really, really good and I get through the day. It’s just like I can get so much stuff done. I was joking recently, on an earlier podcast about funnel years. How each day is a funnel year, anyway, how much stuff we can get done in a day. Today was Saturday and my wife had a church thing that she was going to be at all day, so I was playing dad. So this morning I woke up and started good, and then my wife had bought Lucky Charms. Lucky Charms, I don’t know about you but that is by far the best cereal in the history of mankind. In fact, when I was a kid, we used to get Lucky charms, then we found out we could Marshmallow Matey’s which came in the bigger bags. Every year for Christmas we’d get one sugar cereal from Santa Claus. So we’d always want Marshmallow Mateys. So all the kids in my family would get our own bag of Marshmallow Mateys, and then get a salad bowl and fill the whole thing up with Marshmallow Mateys and spend like five hours eating all the oats out of it, and then at the end drinking all the milk with the marshmallows. It was insanely good. In fact, last year for Christmas I trained my kids on how to do that, because the tradition has now been officially passed on. Anyway, for some insane reason, my wife didn’t just buy Marshmallow Mateys, she bought freaking Lucky Charms, which are the best thing ever. She bought two boxes of them. So today I’m eating my supplements and I look over and see a box of Lucky Charms, I’m like, I don’t got enough willpower to stop myself from Lucky Charms. I just don’t. That and cookie dough, I can’t say no. I won’t even attempt it, I won’t even try. So I’m like, done, boom. One bowl of Lucky Charms, two bowls of Lucky Charms. And then for me it’s a slippery slope. I’m like, I’m already on a carb binge today I might as well just go all out. So then for lunch I was like, “Hey kids, let’s go out to eat.” So we went to a hamburger place and we had hamburgers and French fries and I ate everyone else’s French fries, they were really good. Then I came home and I was like, I could barely keep my eyes open and my whole body is shutting down. I’m like, I can’t keep my eyes open and my wife gets home and she’s tired because she’s been at this emotional thing all day, crying her eyes out and everything. And then the kids are like, “We’re hungry.” And I’m like, “Ugh.” And they’re like, “We want pizza.” And I’m like, “Sweet, get my phone.” And ordered Dominos pizza and chicken wings and that was amazingly good. And then tonight there was a wedding reception so we went over and they had cheesecake, so today was a carb day. I pounded the carbs. But it’s funny because I am now walking back in and go to bed and I just want to, it’s kind of mostly for me, and hopefully for you guys as well. I feel like crap, my voice hurts, my throat hurts, my brain hurts, I have brain fog. I can’t focus, I can’t concentrate. I feel like ugh. My body hurts, my legs hurt, it’s just like ugh feeling. And I know there’s a lot of entrepreneurs who are, that’s the fuel you’re putting in your bodies most days. If I put that fuel in my body, I don’t know how I could get anything done. I got nothing done today, other than playing with the kids. I feel like crap, like garbage. Anyway, I just wanted to put it out there. First off, for me to remember what I feel like now. A lot of time we associate the pleasure on our taste buds, with the food we eat. We eat Lucky Charms and we’re like, this tastes so good. But I want to consciously remember this, that I feel right now, because I want to associate this with carbs so I quit eating them. Because they just thrash you and destroy you and make you feel like garbage. So for those of you guys that I’m competing against, please keep eating crap. I love it. It makes it so I can get more done in a week than you can get done in a day. But for the rest of you guys who I’m coaching and consulting and I want you to succeed, look at your diet. Seriously shift how you are eating. If you’re trying to figure out how to eat for energy, a couple of things I would recommend. Number one, Google intermittent fasting. That’ll change your entire day around, even if you’re not trying to lose weight. Just shifting so you don’t eat in the morning, fats in the afternoon, and carbs at night. It will keep your energy high throughout the day, so you can compete and do well. And then the Bulletproof diet is really, really good. Most of you guys know I’m Mormon, so I don’t drink coffee, but there’s different ways to make that. But anyway, Dave Asprey, his whole mission and stuff is really, really good. I love his stuff, minus the coffee. But you can do Bulletproof other things in the morning if you want, or you can do coffee if that’s what you like to do as well. But that whole concept of high fats, I strongly, strongly believe in that. It’s been a huge thing that’s helped me succeed as an entrepreneur. The last one is Anthony DiClementi’s Biohacker’s Guide, which is another amazing book. It gives a ton of ways to eat for energy and other things for energy as well. So anyway, it’s just some help you guys. If you’re struggling, and it’s hard to get through the days and it’s hard to focus and have concentration and you just want to go out and thrash everyone, think about the fuel you’re putting in your body. Because this right now, how I feel right now is a testament of what Lucky Charms, the devil….I think I also had Lucky Charms for dinner. I may have had some for lunch too. Box number two is almost gone. Look at this thing. Lucky Charms, are you kidding me. That’s why I don’t like my wife to go shopping sometimes. She buys all the good stuff that I can’t say no to. Anyway, so just think about that. The fuel you put in your body is effecting how you’re competing. This business is a game, it’s competition and I know that the athletes out there understand that, but a lot of people who maybe have not been in athletics, don’t understand that. You’re in competition, you’re competing with people like me who are obsessed with this kind of stuff. And what you put in your body does matter. So look at that, figure it out. Even if you don’t want to lose weight. I doesn’t matter about losing weight, it’s about keeping your brain sharp for 8, 10, 12 hours a day so you can get a lot of crap done and accomplish what you want to do, so you can serve the people you need to serve. So there you go guys, I hope that helps. I’m going to bed tonight, I’m going to crash and tomorrow I’ll be back on cue, because I got a big week coming up. If I survive this week, it’s going to be 90% diet, 10% motivation, 30% inspiration, and a whole bunch of happy thoughts in the middle. That’s not 100%, that’s way over. Anyway, it’s going to be fun. Alright guys, I’m out. See you tomorrow. Bye.

What I realized that’s holding people back from taking the next step in their business. On this episode Russell talks about what the secret is to go from a million dollars annually to ten million to a hundred million. Here are some informative things in today’s episode: What advice Russell had for someone in his Two Comma Club when it comes to making more than one million dollars a year. Why it’s important to opportunity stack instead of constantly opportunity switching. And some of the things you can do to go from 7 to 8 figures per year. So listen here if you want to be grow your business from a million dollars a year to ten million and even one hundred million! ---Transcript--- What’s up everybody, this is Russell Brunson. You guys are catching me at a rare time where I’m actually doing housework. My wife is gone and a couple of my kids are at naps or birthday parties, and I gotta do a couple of chores. So I was working on them and listening to a podcast, thinking and all the sudden I was like, I gotta share this. So we’re doing an impromptu Marketing Secrets podcast. Alright you guys. I’ve got someone in our coaching programs who I love and care about and respect and someone who has had a lot of successes. Two Comma Club winner for sure, sorry my wife’s license plate thingy broke and it’s been flapping out and it’s been like 6 months and she keeps hinting toward the fact that it needs to be fixed. So I’m finally taking the hint, I get it hun, I love you. Alright, so I’m fixing her thing while we’re talking. Anyway, this person launched a webinar and got it to a million bucks and then kind of transitioned to, and I think loved the market and the thing initially and then kind of fell out of love with it, and because of that transitioned to a new product. He created the product, did the ads, launched another webinar, had success there, and then another one and has kind of transitioned a couple……and that person is kind of frustrated because they’re like, “I’m stuck at a million bucks a year.” And they want to grow, they want to get to $10 million, not because of the money but because of the impact. They want to grow and there’s goals, and how do I get to $10 million a year? And they’re frustrated and I was just thinking, and they messaged me yesterday so I was talking to them and thinking through it and then for the last day or so it’s just been in my mind, resonating. What’s wrong? This person has all the skill set, they have all the talents, they have all the abilities. Why are they not getting to the next level? What’s the thing? So I started thinking back about what I’m going to be speaking a lot about at Funnel Hacking Live, but the process of going zero to a million, a million to ten, and ten to a hundred. Sorry, I’m such not a handy man, I can’t figure out how to get these things to work…..so that was my thoughts, we know that from going zero to a million it’s all about figuring out the what and the how. What are you selling that people actually want to buy? And how are you selling it? Are you doing it through a webinar, are you doing it through Amazon? What’s the thing? And after you figure out the what, this is what I’m selling, and this is how the people want to buy it, what typically happens is then your business explodes really, really fast. I tell people that they know when they’ve hit their what and their how because they’ll go from zero to a million dollars really, really fast. Dan Henry is a good example. As soon as he figured out his what and his how, he went zero to a million in five months. It’s a pretty simple concept. But it takes a while initially. Some people spend their whole life figuring out the what and the how. Sometimes they figure out what to sell, they’ve got the coolest product ever, but they can’t figure out how to sell it. Or they know how to sell, they just don’t have the right product. Things like that. So for this person, they’ve done that multiple times, they figured out the what and how and made it up to a million dollars, and then they shifted to the next thing. And I was in that cycle for like 12 years, so I’m probably a good coach for this, because I’ve done it, a lot. I had a lot of good businesses, but nothing that was great. So, I can’t fix this license plate, I’m giving up. I tried, I get brownie points for trying right. So the what and the how, I started thinking, I was like, okay zero to a million’s what and how, from a million to ten is all about the backend and frontend funnels. The frontend funnels bring more leads in, the backend funnels go deep inside that thing. All the sudden I had this epiphany. I was like, oh my gosh this is it. So I started thinking about Clickfunnels. Clickfunnels for example, as you guys know the thing, I had five or six different funnels that I had tried before we had the one that hit. And the one that hit was the Funnel Hacks webinar, it was just like boom and blew up. Now if you look at fast forward now, Clickfunnels has been live for a little over three years. Almost three years, I don’t know. Something like that. So almost three years and what’s interesting, if you look at and do the actual math of the Funnel Hacks course, $997. We sold about 10,000-ish copies, a little more than that, but let’s say 10,000 for numbers sake. So that means ten million dollars we made from the webinar, which is awesome. Anyone else has a ten million dollar webinar, that’s great. But a ten million dollar webinar comes and goes. I’d say it’s probably one of the best of the best of our industry, but that wouldn’t have been that good of a story. “Russell made ten million bucks.” If you look at that now, we will, where are we now, we’re in September. By November Clickfunnels will have passed a hundred million dollars in collected sales. I know because I have this countdown clock, where every single day my accountant lets me know how much further we are away from that. Because I want to know how long it took us to go from zero to a hundred million dollars. And we’re close, we’ll hit it this year for sure, it’ll be in November. So that’s exciting, right. But I was looking, and the webinar only made ten million. That means the extra 90 million came from something else. So where did that stuff come from? And that’s when it came to going deep. Going from zero to a million is all about the what and the how. From a million to ten is about the frontend and the backend funnels. So frontend is more ways to bring leads in, so we had the books, Expert Secrets, Dotcom Secrets, The Perfect Webinar, things like that to bring leads into the business. Clickfunnels.com is a frontend, all this stuff like that. Then you’ve got the backend funnels, you’re going deep. So what’s cool about it is I started selling other things related to funnels. So there’s so much stuff I could share with you guys, but if you read the Expert Secrets book, we talked about opportunity switch and then opportunity stack. So every business you only have one switch. So I switch people into funnels and I stack things within that market. And when we do this correctly we have compounding interest. I’m going to explain that here in a minute. But I switched over to like where someone comes into Clickfunnels, then we’ve got other products and services to help them better at that thing that we opportunity switched them into. So we switched them into funnels and then we’ve got Funnel Scripts, we’ve got Fill Your Funnel, which is our traffic course. We’ve got our certification program, we’ve got our Clickstart funnel for people getting started in clickfunnels. We have Clickfunnels, we have software for crying out loud. We have all these other things, that are all tied back to funnels, so that’s how we were able to go super, super deep. And for this person, the problem they had is they got to a million dollars and they just switched. And then they got to a million dollars and they switched. And they keep kind of switched opportunities on the person, they switched what they’re doing, they’re switching their focus, switching their branding. And I have nothing against that, I did that as well. If I would have stuck with the very first thing I would have done, we never would have Clickfunnels probably. Todd would have figured it out eventually, I’m sure. But that’s the thing, you gotta figure out that what and how. Not only for your customers, because again, you figure out the what and the how for your customers, boom, you’re at a million bucks fast. But then it’s like, is this the business I want to be in forever? I didn’t want to be teaching micro continuity forever. I didn’t want to teach 12 Month Millionaire forever. All my first million dollar projects, there was a whole bunch of them. I think there were 7 or 8 that we had that were million dollar winners in the early days. We’d hit a million bucks and then it was kind of stale and I’d switch to the next thing and next thing and next thing. And to get from a million to the ten to the hundred is about focusing deep. And one of the major reasons why, number one is because of compounding interest. Again, I’m not a finance guy, so my finance people out there know this way better than me. But some famous dude said that the greatest invention in the world is compounding interest. And the same thing is true with compounding customers. Every single person who buys the Expert Secrets book, or the Dotcom Secrets book, or watches the webinar, or buys Clickfunnels, I am switching those people. All those, the goal of every single one of them, just to be completely transparent with no hidden agenda, the goal of all of those is to convince people that their new opportunity, their vehicle is funnels. So I’m convince, hey you’re an expert you need a funnel. Hey, you have an internet business, you’re a Dotcom Secrets book, you need a funnel. Hey, perfect webinar, you need a funnel. Hey Clickfunnels, you need a funnel.  That’s my only goal. I want to be completely up front. All my frontend funnels, that’s the goal. To convince people that wherever I’m grabbing at, that they need a funnel. In fact, I’m working right now on a report called NetworkMarketingSecrets.com, yes I own the domain. How cool is that? And that’s the whole reason for that frontend, to convince every network marketer on earth that they need a funnel. And I’m doing the same thing for other markets. That’s my whole thing. Now as soon as someone believes that they need a funnel, which they do. Then I’m stacking, I’m compounding on top of that. So then I compound, if you have a funnel you need Funnel Scripts. If you have a funnel, you need Traffic Affiliate Funnel, you may need to become certified, you may need this…..So that everything else is just opportunity stacking within the opportunity I switched people into. So if you’re looking at your business and you’re stuck at one to three million bucks, which is kind of where a lot of….I was stuck at for a decade. I understand this world. It’s because we keep switching our customers. We keep opportunity switching them. We’re switching them from opportunity to opportunity to opportunity, and what happens after a while, they kind of lose faith in you. They’re like, this person is telling me all these other things. The reason why we’ve done more in the last three years than the prior decade, times like 5, is because everything I’m doing, people look at it and they’re like, “Russell’s still preaching the same thing. Funnels are the key. There’s this other thing, how to get traffic in your funnels. Oh that makes total sense. Oh, here’s the live event teaching more funnels.” Everything we’re doing is stacking upon that. So it’s not like I’m switching people from opportunity to opportunity, I’m saying, “Look, you chose the right road, this is the path, the new opportunity to focus on. I’m just going to give you more tools and assets to amplify your experience and make it better for you.” That’s how went from a million to ten to a hundred is that part. Funnels are awesome but I make money off Clickfunnels, I make money off Funnel Scripts, I make money…..all these other pieces that lead more people into it. That was what I told this person. I came back and said, “Look, I think the biggest problem is not that you don’t have the skills, you do. It’s not that you don’t have a great product, you do. It’s that if you were so passionate about that market when you hit a million dollars, you would have went deeper. Like what software can I create for these people? What certifications? What events? You would have gone deeper trying to think of those things, which are the backend funnels, which where the majority of profit, for me it’s where the other 90 million dollars came from.” But because they weren’t as passionate about it, the made the million bucks, they figured out the what and the how for their customers, but it wasn’t right for them. If it was right for them, they would have sat there all day long and thinking about how they can serve this customer more? What else do they need? What else do they want? They would have heard the person’s voice over and over and over again and they would have known. Clickfunnels came out of me knowing, we heard people talk about funnels all the time. All these other things are people telling us over and over again what they want, what they need. So we’re creating those things for them and that’s how the business grows and grows and grows. I think that’s the key, figuring out the what and the how for your customer, but also making sure it’s the what for you. Because if it’s the wrong business for you, if it’s not something you’re geeking out about, you’ll keep switching, and that’s okay. There’s nothing wrong with that. You don’t have to hit the perfect business the first time. A lot of times, getting from zero to a million the first time is about you getting the skill set and understanding the market and learning all these kind of things. But at the same time if you’re going there and you’re at a million bucks and you’re like, “I’m not happy here.” That’s okay. It’s okay to back up and shut it down and figure it out. You’ve got all the skills, the hard part done. It’s easier to re-figure out. You just gotta figure out what it is that you’re so insanely passionate about, what market segment, what people, what problem do you want to solve so much so that it’s going to keep you up at night trying to figure out the next thing. What else do I create? What’s the next product? What software do they need? What events? What other training? If they bought this course, what’s the next thing they need? And that’s, I think, the key. So anyway, I just got excited because I was talking to this person and sharing that with them, this whole idea of compounding interest. That’s the coolest thing. Every single person that buys one of my books, they come into my world and now they’re going to buy the next thing and the next thing and the next thing. You look at all the other revenue, it’s all free.  I don’t have to pay for that customer. All those kind of things, so it just keeps growing and growing and growing. As opposed to when you have different things in different markets, things like that. It doesn’t compound. That was my problem before, we had 12 companies we launched in a 12 month period of time. I wish it was once a month, but we were launching 12 at once. So it was even worse. But the interesting thing is just thinking about, anyone who bought the couponing product would never buy any of the other products, that was the biggest mistake. And then people who bought the weight loss product never bought the other ones. And it was just like, that was the issues. It wasn’t compounding. We had to re-create customers every single time. I think the first time I understood it, I was hanging out with Ryan Deiss and Perry Belcher, they had a whole bunch of businesses and I think I’d kind of strayed away from this because they went deep into the survival market, then they did it within survival and stuff like that. But what Ryan told me, “Anytime we launch another business, one of our rules is that our existing customer base, they have to be wanting to buy it. So that way we’ve got free traffic. Everything is compounding. If someone buys from this business they might also buy from this one as well.” And while I agree with that, I would go a step deeper and not do it just in the same market, not just parallel markets, I’d just pick one market and then opportunity stack as deep as you can go. Anyway, that’s what I got, it’s hot here in the garage. Hopefully it’s not too echo-y. I’m going to go figure out how to try and fix this license plate for my wife. So she’ll be impressed with me. That’s the goal. Just so all the women out there know, men’s only real purpose in life is to try to impress their spouse. That’s it. We’re good with everything else. So I’m going to try to do that so when she gets home she will be impressed. Anyway, appreciate you guys, thanks for listening and I’ll talk to you guys all again soon. Bye.

My new formula for getting your message in front of the masses. On today’s episode Russell talks about what he has done to be able to connect with a broader audience of entrepreneurs. Here are the awesome things you will find in this episode: Why people like the Harmon Brothers don’t know what copy is, yet they write amazing copy. What Russell did to be able to appeal and connect with a broader audience of entrepreneurs rather than just marketers. And how you can connect with a bigger audience and how that could help you. So listen here to find out how Russell connected with a larger audience and what the plan for the future with them is. ---Transcript--- Good morning, good morning everybody. Welcome to Marketing Secrets. We are now watching right now Studio C, which made me think of something really funny, and that’s why we’re kicking off this episode of this podcast. Alright everybody, it’s a Saturday. We are less than a week away from our big viral video launch. There’s so many more pieces going into it, it’s kind of crazy. We’ve got, I’m a little stressed out, I’m not going to lie. We’ve got a sales page, the demo sequence, the onboarding, the offboarding, the gamification, the show me how walk through’s, all going live in the next six days. The program too is coming out on Monday, which I’m excited for. And then in between there we also happen to have a three day event. It’s so funny. Yesterday we were filming a video thing for Funnel Hacker TV, we were talking about funnel years and how each funnel year is one day. So it’s like, oh we’ve got like four funnel years before the next live event. And we’ve got six funnel years before the viral video launch. We’ve got plenty of time. So start saying that guys, everyday in the real world is a funnel year because you more done in a year than most people get done in a day, if you’re using Clickfunnels. I actually have something I want to talk to you about today. I’ve been watching, ever since this whole viral video thing, it’s been fun this whole new science of marketing that’s been opened up my mind, that was different before. It was funny, we were hanging out with the Harmon Brothers, and these guys are script writers and all sorts of stuff and I’m talking about copywriting. I was like, “Who’d you guys study?” They’re like, “What do you mean?” I’m like, “I don’t know, Gary Halvert, did you listen to Vince Vanga? Who are the guys you studied for copywriting?” They’re like, “Who’s Gary Halvert?” I’m like, “What?” and they’re like, “yeah, I don’t know who that is.” I’m like, “What about Dan Kennedy? What about….” And I’m naming off the legends, all these things and they’re like, “Never heard any of them.” I’m like, “How are you guys the best video copywriters on earth and you never heard of copy?” It’s just so funny. They’re like, “We just…” They get sketch comedy writers who are really funny and then they try to weave sales principles into it. It’s funny because it’s just interesting. One thing they said is that, “We just go Kickstarter and all the best Kickstarter campaigns and watch those videos. What are they doing? What’s consistently working?”  If I was trying to train again in copywriting I’d be like, “Go to Kickstarter and watch like 8,000 videos and you’ll learn good copy.” It’s interesting. Then one of our main writers for our script was Matt Meese from Studio C, which if you don’t know what Studio C is, that’s what I was just watching a minute ago. Go watch Studio C. It’s like the best show on TV, it’s like Saturday Night Live, but it’s a bunch of Mormons who do it, so it’s clean and family friendly. It’s awesome. You guys will love it, it’s awesome. But it’s the same thing. The guys who write the scripts for Studio C, they’re some of the best copywriters in the world and they don’t even know what copy is, they just know how to engage people and grab intention and interest and desire. They’ve learned it through a different format, which is cool. Anyway, with that said, it’s been fun. I’ve been trying to think of different ways to grab people and get them. My first test is, it’s been interesting, this is my podcast you guys are listening to. So I do the podcast, and sometimes I do a podcast and I don’t hear much and other times I do a podcast and I get all these messages from people who are like, “Thank you. It was so awesome.” Sorry that’s my pool over there making a lot of noise, I’m going to come on this side. For example, the entrepreneurial scars podcast I did, tons of, people messaging me from everywhere, “Thank you that was so cool.”  Entrepreneurs struggling with vacations, that one hit. And there’s a whole bunch of them that people resonate with more than other ones for some reason. So I was thinking, podcast is a really cool format to teach and train and get inside people’s minds and I love it. But it’s not, podcasts are hard to share, it’s hard for them to go viral, those kind of things. So I was like, I’m going to start taking the podcasts I have that have the most impact and people connect with the most and I’m going to try to turn those into a video, a viral video that will call out my people. If this is resonating with people so much so that they are able to get a hold of me, which is not easy. I have a lot of walls every direction, but if they get to me it means it was worth focusing on. The entrepreneurs struggling on vacation, when I was in Hawaii with my wife, I was like I’m just going to record a little video of this, and instead of it being off the cuff, like I am right now. I was like I’m going script it out and write a minute and a half, two minute video about why entrepreneurs suck at going on vacations. So I wrote the script, set up a camera at the beach house, recorded this thing, got home and had Kevin on our team go through and make a little viral video thing, it had music and energy and just kind of…. It’s probably more produced than some of the others I’m going to test. Sometimes less produced do better. Anyway, who knows. But if you look at it, it was not me talking about funnels. Funnels is my world, but I needed to go a level bigger if I want to go semi viral, or niche viral, whatever they call it. I needed it to go one level bigger so that it would grab my people. So for me, I want entrepreneurs who are selling stuff through funnels. That’s my dream to get people, but a lot of entrepreneurs don’t know that yet, so I gotta connect with them at a level we can connect at. So I’m going to call out entrepreneurs. So entrepreneurs, I think the video title is like, “Why entrepreneurs suck at vacations.” In fact, I had the audio a couple of episodes back, so you guys who are listening to the audio podcast heard it last…A week ago today actually. But you can just hear it, it’s me at the beach house, doing it. It’s calling out entrepreneurs, calling out my people and then trying to have them connect with me. So I did the video, put it together, we launched it and you know it’s not like, 18 million views or anything like that, but I think we’re at 70 or 80 thousand views in the last 7 days, which is awesome. That means 70 thousand entrepreneurs have connected with me. And the comments are crazy. “Oh my gosh, you understand me. That’s how I feel too.” And they’re tagging their wives, and friends, and kids and all sorts of stuff. It’s just cool.  It connected, all these entrepreneurs I’m connected with now, they’re like, “Who’s this weird dude that I connected with?” Now they shift from being just entrepreneurs to entrepreneurs who now read the book or whatever and get deeper and deeper with me, and eventually they are building funnels, which is where I want everybody to be. Because that’s how you change the world, you build funnels. Anyway, I just thought it was interesting. I’m going to be doing more of those, I’m going to be doing, probably the next one will be entrepreneurial scars. I might go down to the courthouse or something and record it there, be like bankruptcy or I don’t know, I gotta write a script for it first. I just thought it was a really cool thing. The reason I’m telling you this is I want you guys to think about this. Think about the thing that you’re selling. So whatever it is you’re selling, try to go one step broader. So that more mass appeal. Who are the people you would love to have buy your thing, even though they’re not ready yet, so go one level deeper. Who are those people? And then what message do you have that they would be like, “Yes, you get me. That’s me.” That’s what we’re looking for. And then try to make a little video speaking to those people, so they’ll connect with you. So for example, vacations. Entrepreneurs suck at vacations because we want to get back to work. Entrepreneurs relate to that. That’s how I called out my people and they’re connecting now and it’s really, really cool. So for you, how do you call out your people? Who are your people, first off? You’re product, going one step broader than that, so people that don’t know who you are yet, but they would connect with you. Does that make sense? Hopefully that makes sense. So for me, I’m not talking about necessarily marketers, I’m talking about entrepreneurs. Marketers are people who get what we do, they understand, that’s why Marketing Secrets podcast, that’s why all these things….You guys are marketers, you understand, you’re excited about selling it. You guys will resonate with the message no matter what, so I’m trying to go one level bigger so that it has the ability to go more viral, but also has the ability to connect with more people. Then bring them down into our funnels, into our world. So this is what Fill Your Funnel, this is the front of the value ladder, this is how you’re casting a wider net and bringing them in. So you’re figuring out who are your people, calling them out and then what are things that you believe that they would resonate with. That the rest of the world would think is really, really weird. Honestly, it’s funny when I was making that video. I was really concerned because my wife was there, I was like, “I don’t want to offend her.” But that’s how I feel. And I know other entrepreneurs feel this way, I’ve talked to them about it. People tell me all the time. I go on vacation and people are like, “How was your vacation?” I’m like, “It was good, so glad to be back so I can stop stressing out.” Which is just, I know that that’s how I always felt. So think about what are the things that you feel because of what you do, or because of who you are, that other people like you will resonate with, but the rest of the world will think you’re weird. That’s who you’re looking for, those kind of things. And then create something around that and just put it out there. Who knows. It may go viral, it may not. It doesn’t really matter, but just do it. So for me, I’m going to try to do it once or twice a month. Try to pick a podcast episode I’ve done, or come up with an idea, or something that’s just like, here’s a cool story I can tell that the entrepreneurs will connect with and will get them to like me, follow me, friend me, whatever. And then through the process I can get them to buy the book, get into the culture, etc, etc, etc. I hope that helps you guys. If you haven’t seen the video yet, again the audio podcast was a few episodes back, “Why Entrepreneurs Suck At Vacation” if you go to Facebook.com/RussellBrunsonHQ, that’s my fan page, you can see the video there for sure. Or at this point, probably if you Google, “Why do entrepreneurs suck at vacations” It’ll probably show up, who knows. But it’s worth watching and sharing and tagging your family and friends on it. Hope that helps you guys. I’m going to go back in and watch some Studio C with my kids, because it’s amazing. Here it is, right here.  You can see it back there if you’re watching on the TV show. Awesome sketch comedy gives you good idea for writing copy, and it’s really fun. So thanks guys, I’ll see you later. Bye.

Against all traditional investing advice, this should be your number one focus after you launch your company. On this episode Russell talks about paying your house off quickly so you can have the ability to risk more. Here are some of the amazing things you will hear in today’s episode: Why Russell is giving the opposite advice as nearly every investor there is when it comes to paying off your house. How Russell was able to keep his wife in the dark about some of the hardest times in the business. Why having the stability of a paid off house gives entrepreneurs the ability to risk more. So listen here to find out what would happen to Russell, worst case scenario and why he wouldn’t lose his home or family. ---Transcript--- What’s up everybody, this is Russell Brunson. Welcome to a late night, in the wrestling room edition of Marketing Secrets podcast. Alright, alright everybody. I spent almost 5 or 6 hours today with the kids in my little piece of heaven cleaning today. This is an external garage at our house that I decided to turn into a wrestling room, for those who have never seen it before. It’s awesome. I got wrestling mats, gladiator walls, Bulgarian bags, paintings of my favorite wrestlers back here, throwing dummies, the girl stuff here for the girls. These are actually the wrestling mats I used to wrestle on in high school, they were on my back deck growing up. So there’s a little nostalgia for you, that’s cool. This is the weight room side of it, so this where we do what we do and it’s awesome. And as I was working today, we’re out in the middle of nowhere so there’s lots of spiders and bugs and stuff, so we got all these bugs trappers and stuff. So probably every three or four months I come and do a deep clean where I have to get the vacuum out and throw away all the dead spiders and re-clean it, and it’s kind of a nightmare. But it’s really fun that now it’s clean. It’s so clean right now, I love it. It makes me want to work out. So during all this craziness today of cleaning and having fun like that, I was checking my phone a couple of times throughout and I saw a post from Julie Stoian, and I thought it was interesting because she asked, “Should I pay off my house or should I pull the money out and use that for other investments and things like that.” It’s funny because I gave my answer and it was like, the exact opposite of what I think a lot of people thought I would think. I think it’s good, so I’m going to give you my advice right now. Because I know when I was a little kid, my dad, who is an entrepreneur and has a couple of businesses and is someone who first got me all excited by this whole thing. He used to always tell me, “You gotta pay off your house, you gotta pay off your house. Pay off your house as quick as you can.” I remember because I was like, that’s good advice and then when I got older I remember reading Rich Dad, Poor Dad, and other investment books and they always talk about how a house is a bad investment and you need to keep the money as low as possible and use that to pay off….you know keep your house just down in the minimum. Pay your monthly payments and then keep that money and go and invest in other things that can produce more money. And logically, that makes sense. If I was an investment dude, teaching people investment I’d be like, “Yes, you should not pay off your house, keep the equity in there as low as possible, strip the cash out because you can use that in other investment vehicles.” So it makes sense as an investor. But I don’t consider myself an investor. Now I am dabbling into crypto currencies, Todd Dickerson, my partner in Clickfunnels is making insane amounts of money so he’s showing me the ways of the crypto world. But I still don’t consider myself an investor. I consider myself an entrepreneur. It’s funny because when I first started reading those books, I started believing that and believing that. And then I talked to my dad and I was like, “Dad why don’t you pull all your money out.” Because my dad’s like, buys house pays them off, cash flow. Buys houses, pays them off, cash flow. And he has his own house. I was like, “Dad, what are you thinking? You’re crazy.” And I remember one night he kept telling me, “Russell, you have to understand, there’s something about knowing your house is paid off, knowing that worst case scenario, your house is there and that gives you the ability as an entrepreneur to go and risk.” And I was like, huh. I don’t think I really got it. You know, I heard him and I’m like, young son thinking he knows everything, but I don’t think I got it at first. I was just like, okay whatever. Then the next decade of my life started happening after that, and in that decade I’ve seen some really big ups and some really big downs, and some really bigger ups and some big downs. And right now I’m on an up cycle. And there may be a time where I go back down and that sucks. That’s scary, and I have a lot of fear and anxiety around that, just because I’ve cycled twice and I know that feeling. I know the fear and all those things. I have a constant, I think part of what drives me so hard, and people always ask “Why don’t you slow down dude, you’re doing pretty well.” And it’s because I have this internal fear. I remember what that was like to cycle and I’m trying to protect myself through the hustle or I don’t know whatever that is. So I think that’s a big driving force for me. But during these cycles, and luckily we recovered from them. But a couple of things that I noted. Things got really bad a couple of times, but at the same time, I never, this is probably wrong, but I never told my wife about a lot that was happening, and she found out later. Actually, she was at the last Funnel Hacking Live where I did the presentation on all my failures, as you guys saw a few episodes back. And she was like, “What? I didn’t realize it was that bad.” I was like, “Well, I didn’t really tell you. I’m supposed to be the man.” But for her, I knew that I had to have security. So I knew how much, there was an amount of money every single month that she got that would cover our house payments and our bills, stuff like that. I just knew that as long as I could make at least that, I was okay risking and trying and doing things. As long as, worst case scenario, my stability, my foundation was set. That was it. During those rocky, scary times, I knew that worst case scenario, I could always produce enough money so that nothing at home was effected. It gave me the ability to risk, to roll the dice and try things. So for entrepreneurs I think sucking the cash out of your house and investing it in other places is the worst advice ever. Because then you’re on this unstable foundation. Sure you have more money to invest and in theory you can make more money and all these sorts of things. But it takes away your ability to risk. Risk is what makes an entrepreneur great. We have to go out there and risk and jump off cliffs all the time. But risk is scary. The only way for us to be able to increase the level of risk tolerance we have, I think is also increase the stability tolerance on the other side. Paying off your house is smart because worst case scenario, if everything, all the crap hits the fan and everything falls apart, if you’ve done that and paid off your house, worst case scenario, you still have the stability of a home for your wife and kids and whatever. That is the key. That gives you the ability to go and do the crazier things. So that’s my advice for all you guys. Pay off your house. Pay it off fast. Pay it off as quick as you can, because as you do that, as the stability, the anchor gets stronger and stronger and stronger on this side, your ability to risk over here, without the fear of losing that, it gives you the ability to risk more and do what you need to do. Because entrepreneurship is a lot of literally rolling the dice. This viral video we’re doing, I keep telling everyone, typically my investments in our business are very strategic, we create a funnel, invest some money, get it converting, then ramp it up really fast. I’m not risking a ton. This is the biggest one, where it’s like, to create the video we had to write a $500,000 check. There’s half a million dollars, right. Put it all in black. With the launch party, with everything we’ve done it’s probably another 3 or 4… I mean it’s close to, when all is said and done, it’ll be close to a million bucks. All on black, okay let’s go and hopefully it will work. But the nice thing is because of the stability on other things we’ve set up, I can take that risk and it’s okay. Because worst case scenario, it’ll be okay. I’ve talked about this on other episodes of the podcast. The thing that so often keeps entrepreneurs from success is the fear of the worst case scenario. You have to be able to look at the worst case scenario and be okay with that. And if you are, then you can jump forward. Some entrepreneurs may never look at the worst case scenario. They’re just always, we don’t want to look at the thing that we’re scared of. So we see the thing we want and we’re kind of going forward, but there’s this nagging thing in the back of your head. Worst case scenario, what if I go bankrupt, what if my wife leaves me, what if my kids think I’m a bad dad. All these fears that are happening and we try to ignore them, but because we’re ignoring them, they’re still buzzing in our ear, in our subconscious mind. So because of that they keep coming and keep coming. I always tell entrepreneurs, if you want to be free and able to risk you have to stop, look back and be like, “What’s the worst case scenario back there? If everything goes to crap, what happens?” and until you’re okay with that, it’s so hard to move forward. So a lot of us we have to stop and say, okay, what’s the worst case scenario? And I remember that. A lot of times I’ve had a couple times the worst case scenario was bankruptcy, worst case scenario was losing my house, and those are scary. At the beginning you have to have that initial risk and you have to be okay. If I lose my house, it’s okay. If I go bankrupt, it’s going to be okay. But as you start rolling up into bigger opportunities, bigger risks, bigger things like that, it’s nice to look back and say worst case scenario, I lose my money on this deal. I still got my house, got my wife, got my kids. That security gives you the ability to risk big. So pay off your house, there’s my advice. It goes against all the famous investing dudes, but I think they’re wrong. I think most of those aren’t entrepreneurs like us. That’s what we do. We’re entrepreneurs, we’re risking, we’re making the world a better place. I mentioned this on the entrepreneurial scholars podcast, the episode a few back. If entrepreneurs don’t risk, the whole world comes to a screeching halt. The government put in bankruptcy and all these laws and things to protect us so we can risk. So that’s why it’s vitally important. It’s awesome. So there you go, here’s the mirror. What? Here you guys are, we’re all talking together. How cool does that look? If you’re listening, you have no idea what I’m doing, but if you’re watching the video at marketingsecrets.com this is what you see. Alright you guys, appreciate you all. I’m going to go back in and put my kids to bed, it’s been a fun day. Doesn’t it look good? It looks clean. Ready for some workout, ready for some people to bleed out of our muscles. It really hurts sometimes. Anyway, appreciate you guys. Pay off your house, it’ll give you the financial stability you need to risk everything and change the world. Thanks everybody, talk to you soon.  

If you want success, the first step is STOP STOPPING!!! On this episode Russell talks about getting his stalling kids ready for bed and yelling at them to stop stopping, which reminded him of what Setema said at Funnel Hacking Live. Here are some of the awesome things to look for in this episode: Why yelling at his kids to stop stalling, made him think of people who need to stop stopping when it comes to business and life. Why it’s always important to keep moving forward even when you hit roadblocks. And why its physically impossible to have success when you stop from every roadblock that gets in your way. So listen here to listen to Russell say “Stop stopping” a million times to burn it into your brain so it motivates you to always move forward. ---Transcript--- What’s up everybody, it’s Russell Brunson, I’m about to go to bed, but I want to talk to you about something. Welcome back to Marketing Secrets. Alright, so it’s been a crazy week. I’m not going to lie, I’m a little tired. We’re coming up on the big viral video launch, which has been early mornings, late nights doing a lot of things, a lot of stuff working, a lot of stuff not working. We’ve had some let downs, it’s been nuts. It’s been fun, I don’t know about you but I just love this game, I love the journey, I love everything about it. And it’s been so much fun, but I had a funny story tonight. Actually what this came from initially is Setema, some of you guys heard him speak at Funnel Hacking Live, he’s been in Inner Circle, he was in the Inner Circle last year. And he gave this one presentation it was so cool. He had four or five points he was going over and I remember one of them that had a big impact on me. I never found my notebook. All I remember is he said, “You need to stop stopping.” And then he started talking about people who go and hit roadblock and then they stop. You need to stop stopping. He said that things happen and then people stop. He’s like, “you gotta stop stopping.” And he kept saying that over and over again. It was funny tonight, we got back after a long week, we had this big party at one of the neighbors houses tonight. It was probably about 250 kids at this thing, it was nuts. My kids are out there swimming and partying and Collette and I came and took the younger kids home and then I just went back to go grab them. I grabbed them and they’re all cold and tired and hopped up on sugar. You know how it is. Summer parties, I guess end of Summer parties. Anyway, so I go and get them loaded in the car, drive them home and came into bed and Dallin, my oldest, he’s getting ready for bed and he has this thing where he kind of stalls and stalls and stalls and he kept stopping. And tonight, after the 5th or 6th time I’m like, “Come on bud, let’s go. Let’s go.” And then he was putting his shirt on and he kind of stopped there and he’s just sitting there and I was like, “Dallin, you have to stop stopping.” He’s like, “What Dad?” and I’m like, “Stop stopping.” He’s like, “Wait, what?” I’m like, “Stop stopping.” I kept yelling it and he starts laughing. Anyway, I was getting Bowen for bed, and he kept doing it too so I’m like, “Bowen, you have to stop stopping.” And he was like, “Wait, what Dad.” And I’m like, “You have to stop stopping.” And he’s like, “Oh that’s really cool.” And I’m like, “I know.” And then I did it to Ellie. Everyone else was passed out. Collette passed out a little earlier too, with Aiden. And Norah was long gone. Anyway, as I had fun doing that and yelling at the kids and telling them to stop stopping, I just kind of realized how powerful that is.  I was like, I gotta grab my camera just because I think that this is why most people don’t succeed. And not just in business, this is like any part of life. Good relationships, people just stop. In business they stop. In development, in sports, how many times do people just stop. I’m not perfect either, I’m guilty of this as well. But I think one of the reasons I do have success in this avenue of my life, in business and stuff like that is I just stopped stopping. You hit something and you keep going and keep going and keep going and keep going. So for any of you guys who have a habit of stopping, you start working on a project and you stop. You start doing this thing and then you stop, and then you start doing something else and then you stop. You get stopped by whatever. It could be Facebook, phone, friends, food, something, all F’s. A bunch of….I was going to say something inappropriate, anyway, they’re all F’s. You gotta stop stopping. I think that’s it for most people. You get a little turbulence and you stop. You gotta stop stopping. So this is it. I’m going to say it ten more times so it gets rung into your head so every time you’re moving forward on something, you’re getting direction, you’re getting momentum and start moving in this thing, you hit something and you want to stop, I want you to hear me yelling in your ear, “Stop stopping. Keep going. Stop stopping. Go, go, go, go. Keep going. Yes, it’s a trial. Stop stopping. Yes, it’s a hurdle, stop stopping. Yes, that’s frustrating, stop stopping. Yes, I know there’s pain associated with that task, you don’t want to do it. You gotta stop stopping. Just keep moving forward. Stop stopping.” So there it is. There’s my rant for you guys tonight. Stop stopping, keep moving forward, that’s the goal. If you do that, you’ll get what you want. If you stop, you won’t. It’s physically impossible if I want that thing over there and I start walking towards it and I stop, I can’t get it. I’m like, but it’s hard, or I’m tired, or I’m hungry, or I’m blah, blah, blah, fill in the blank with your excuse. If you stop you’re never going to get there. It’s impossible if you stop. You gotta stop stopping and just walk and keep going despite all of the fear and stress and pain and all the other stuff that happens with it. Because I know it’s there, I’ve felt it before, you’ve felt it before. But I think about all the things in my life that have been great, it’s because I stopped stopping. Wrestling was hard, I didn’t eat most days. I would way in Monday, this was in high school, I’d be at 160 and Thursday I’d be at 130. I couldn’t stop, I had to keep going forward, I learned how to stop stopping and literally stopped eating. But yes, I stopped stopping and kept moving forward. I became great at that. Business was the same thing. I would stop because we’d get hit and didn’t move, and after years of doing it, I figured out how to stop stopping and keep moving through all the pressure and the pain and noise and keep going. There’s other aspects of my life where I haven’t been as good, where I’ve stopped. This is good for me too. There’s two avenues in my life where I’ve stopped. I gotta stop stopping too. So this may be for you but it’s probably for me. So Russell, stop stopping. You, whoever you are listening right now, it’s time. It’s time to stop stopping. It’s time to move forward, let’s go. I’m going to go and stop stopping if you commit too. Alright? Cool, stop stopping. See you guys soon. Bye everybody.

On this episode Russell goes over the final step of the Clickfunnels onboarding process and helps you understand why the copy, or the words within your funnels, are so important. Here are some exciting things in today’s episode: Learn why good copy is just as valuable as a good salesperson is offline. Hear what kind of resources are available to help you write copy successfully. And finally see how all the training you have received in these last four episodes fit together to help you be successful with funnels. Listen here to the last step and help yourself have even more success with Clickfunnels. ---Transcript--- What’s up everybody, this is Russell again. Welcome to the last of this sequence in the Funnel Hacker Onboarding process. This is the Marketing Secrets podcast and if you missed videos 1-3, this is number 4. Go back and watch those, it’s part of a sequence to help you understand why you need funnels, what’s the micro internal value ladder you’re creating, what is the offer you create in each step inside the value ladder, and this one is all about the copywriting. How you sell each one of the offers so you can provide value to every single step inside of your funnel. Hey guys, this is the last of the onboarding videos, I hope you enjoyed and had a chance to watch all of them, because we’re going to go into copywriting. This is salesmanship, for some reason people understand this in the real world, they have to sell something. But for some reason, I don’t know what it is, when we get online we forget all these amazing, important principles. So this is all about copywriting, about selling your actual product. You’re not just a product, you’re selling it every single step. You’re selling on the ad, you’re selling to get them to click. You’re selling on the landing page, to get them to give you their email address. You’re selling on the sales page to get their credit card. You’re selling on the webinar registration page to get them to register. You’re selling on every single piece of this and so many times we don’t value or remember that. So this is the last of the onboarding videos here inside the new Clickfunnels onboarding process that I wanted to share you guys here on the Marketing Secrets podcast because I think it’s important, and I hope you love it. So watch this video right now and hopefully it re-commits you to mastering selling at every single step inside of your funnel. Alright, welcome back. We are moving on to the last step in your initial funnel education and this is one of the most important and yet what people understand the least. It makes me laugh because if you look at traditional selling of a product or service, people know this. How do you sell the product or service? We call this online, inside of our funnels we call it copywriting. It’s the words on the page, the headlines, the words in the video, the words on the webinar, all those things. It’s the words. It’s funny because in traditional business, let’s say you are starting a vacuum company, going door to door selling vacuums. If you come to the door and knock and say, “Hey, I got a vacuum, it’s $800.” Nobody’s going to give you money for that. Yet for some reason in our funnels, that’s what we do. We have a picture of our thing and we have a price and an order button. And that is not how things are sold. If you want to make a lot of money selling vacuums door to door you hire a really good salesperson to go and sell the product. Good salespeople can make a lot of money. I’ve got friends selling vacuums, selling knives, selling pest control, selling alarms door to door, and some of these guys make hundreds of thousands, if not millions of dollars a year selling door to door because they’ve gotten really good at selling. So inside of our funnels we have this value ladder we’re taking people through. We have the value at each step, we have the offer at each step, but the last piece is we have to sell those things. We have to actually sell them. Just because you have a picture of a vacuum cleaner with an order button, nobody’s going to buy it unless you actually sell that thing. And that’s one of the disconnects for some reason that people know offline, but they forget when they come online. So that thing, those words, all the stuff on the pages is what we call copywriting. Copywriting is something, you can hire people to write copy for you and really good copywriters charge a lot of money, or you can learn how to do it yourself, and there’s a couple other ways to do that. A couple things I recommend, number one is if you haven’t read the book, Expert Secrets, the reason I wrote this book is because a lot of people after they read the Dotcom Secrets book, they understood funnel structure. Here’s page one and page two and here’s the right order and those kind of things. And I watched as the Clickfunnels community started building amazing funnels and so many people would drive traffic to those funnels and they never made any money. They come back to me and say, “Russell, why is this not working? You said funnels were the greatest thing in the world.” I look at their page and literally it’s like the landing page and here’s a picture of an ecover with an opt in box. I’m like, “What’s that?” and they’re like, “Well if they give me the email, they get that.” And I’m like, “I wouldn’t know that.” Again, they’d have their product with a picture of the product and a $300 order button. You need to sell the products. So the reason I wrote this book was to help people understand how you actually sell things. How to position your offer, how to make an irresistible offer. What are the words and phrases and how do you tell the stories in a way to sell your product. So I recommend getting this book, if nothing else, to understand how to put all the words on the pages the right way. Inside this Expert Secrets book, some people think it’s only for if you want to be selling information products, but the concepts in here are true for whatever it is you’re selling. Understanding how to tell a story in a way that sells your product or service. The best salespeople, online and offline, are people that are really good at telling stories. And this book walks you through how to tell stories, a stories structure, all those kind of things. So if you read this it will help you understand how to actually present your product in the right way without having to learn all the techy, copywriting stuff that’s honestly hard and confusing and to be completely honest, it’s kind of boring. The Expert Secrets book will make this exciting and live for you and show you how to tell your story in a way that gets people excited about buying your vacuum cleaner, or coaching, or consulting, or supplements, whatever it is that you are selling. So that’d be number one, get this book and study the sections on how to tell your story. Number two, one of the short cuts that we created because a lot of people struggle with this piece. They create the funnel and they send people and they don’t make money and they’re just like, “Russell, how do we do it? We’re providing value, we’ve got really good offers, but it’s still not working.” Again, the last step that makes this all magically work, is the copy. So what we did, Jim Edwards is one of our partners here at Clickfunnels, he went through the Dotcom Secrets book and took all the sales scripts in here. He went through the Expert Secrets book and took all the sales scripts and storytelling scripts inside of here. And we created a separate company, we created a software program called Funnel Scripts and what that is, is a really cool tool where you’re like, “hey I need a headline for my page.” And you may not know what to do or what to put in, so you answer four or five questions, you click a button and it’s going to pop out 150 of the best headlines in the world wrapped around your product and your service. If you’re like, “I need a video and I don’t know what to do.” You fill in a couple of pieces, you click a button and boom it gives you the entire video script. All of the scripts and copywriting for all your pages are done in there and it has helped so many people save so much time and have so much success. It is an external product, you don’t have to have it to be successful, but I recommend looking through it and getting a copy because it’ll make your job so much easier. So with that said, what your homework is for today, it’s going to be kind of fun, a hybrid of different levels you can take it at. When you click the button down below it’ll take you over to the video, there’s a video of Jim Edwards and I talking about copywriting, helping you understand how it works, how the scripts work, and that training alone will give you the foundation you need if you want to go and start writing your own copy. Number two is I highly recommend getting this book so you understand how to tell your story on each of the pages inside of your funnel. And then the third thing, if you’re able to invest in it, there’s the software called Funnel Scripts, again it’s a separate company. But Funnel Scripts is a really good software that will write all the scripts for all the pages in your funnel. There will be a link there for a webinar, you can watch it. The webinar will show you how Funnel Scripts works, it’ll explain the whole process, you can see demos of it and then you can decide for yourself if it makes sense or not. But if your funnel is struggling or you’re struggling writing all the words and the headlines and all those things that are typically not second nature to people, Funnel Scripts will make that process so easy. I’ve seen people who in the past would spend four or five weeks trying to write all the copy in their funnels, get that process done in a like an hour, hour and a half sometimes. It’s very simple and it’s very easy. So that is a shortcut that will dramatically speed up your success. But the copy is probably the most important part of the funnels. You have the value ladder, you got the offers, and the last thing is the copy to actually sell those things. And you’re selling everywhere, you start at the ad. Someone sees the ad, what’s the copy on the ad? What are the words, what are the things that get people to click on the ad? Then they come to the first page of the funnel, what are the words to get them to want this offer so you can provide value to them. Then they opt in and go to the next page and it’s like, what are the words that make them want this offer so they get value and they want the next thing from you and that’s the last piece. It’s so vitally important, I want you to understand. Copy is the key to make these funnels tick, lights them on fire and gets people to take action when they come into your process. So I want you guys to understand. So again, click the button down below, watch the training video to help you understand copy better, then read the book to understand how to tell your story, and then number three if you’re able to get Funnel Scripts, go and get it because it’ll speed up the process so much for you. So that’s kind of the game plan. With that said, that is the end of this walk through and this should hopefully give you the foundational information you need to understand why funnels, and why offers, and value and all these different pieces that are essential for you being successful. Now you understand the core basics of funnel marketing and hopefully, my goal with this was to help you not just become really good at Clickfunnels, but to help you understand the marketing behind it so you can have success with your funnels. We have a philosophy, a motto, whatever you want to call it, here inside of Clickfunnels we talk about with our customers all the time. You probably heard me talk about it, but it’s a concept of you’re just one funnel away. The key to making that funnel hit, is this. It’s all the pieces we just went through. It’s understanding the value ladder, creating offers, having the copy, all those pieces, those are the keys. And one funnel, again you hit one funnel and it’ll change everything for you. And I want you guys to understand that. With that said, I hope you enjoyed this training and congratulations, we’ll give you your badge now, and now it’s time to make your funnels profitable and making you some money.

On this episode Russell goes over the third step in the new Clickfunnels onboarding process, which is creating an offer. Here are the amazing things you will hear in today’s episode: Why creating an offer is one of the most important, yet least understood parts of the process. What the difference between having a product and having an offer is. And how to create an offer that is sexy and attractive to a customer. So listen here to find out why creating an offer is so important. ---Transcript--- What’s up everybody, this is Russell again. Welcome to the third of our onboarding videos here in the funnel hacking series. This one is obviously in the Marketing Secrets podcast so this, if you’ve been watching the last two days these are clips from the new Clickfunnels onboarding process to help you understand the core concepts of how to get your business, idea, product, service off the ground inside of Clickfunnels. If you missed 1 and 2 go back, these are part of a sequence, there’s a series of four. The titles inside of Marketing Secrets will be the Funnel Hacker Onboarding 1, 2, 3, and 4. So go and watch 1 and 2 first and come back here for number 3. Number 3 we’re talking about creating an offer. Alright, so this is probably one of the most important, yet least understood parts of this whole game, it’s how you actually create an offer. It’s one of those things that I think I have done so often over the last few years, I forget what goes into it. It’s been interesting as we’ve launched Two Comma Club Coaching, Steven’s been working with all these people going through it and one of the biggest questions people have, and I don’t think people say it like, “I don’t know how to create an offer.” But they’re struggling, their offers are really bad. So they’re stuck at that point, so we’re like how do we fix the offers. And we’ve been going back and forth brainstorming how you explain this. This video you’re going to watch is part of the new Clickfunnels onboarding process, it’s all about how to create an offer the right way. And hopefully this gets the wheels in your head spinning. More so you understand what an offer actually is. If you understand, and some of you think you know what an offer is but you’re still not doing it. If you understand it I think it’ll help. So let’s watch that video right now, it’ll help you guys actually craft your offer the right way. Alright, welcome back. This is a concept that is one of the least understood, yet one of the most important. I’m hoping that I can do this justice so you understand. This is a concept that we call creating an offer. What is an offer? An offer is, if you were asking somebody for their money or their email address or their phone number or their attention, you’re trading it with them. It’s all about trading something for attention, money whatever. And it comes down to an offer and why a lot of people struggle in this business is that they don’t understand the concept of making offers. Now, what I learned when I got started over a decade ago was that you have to create a lot of offers to find out what people actually like. What is an offer? An offer is not a product. I see a lot of people who move from selling things on Amazon and they come over to CLickfunnels and they’re used to on Amazon selling a product. The problem with selling a product is that typically if you’re a product, you’re a commodity. When you’re a commodity what happens is that everybody races down to the bottom. For example, when I had my supplement company, I was selling my supplements as an offer and there were people selling the exact same supplement as me on Amazon and we were selling ours for $67 a bottle, and they were selling theirs for $19.95 a bottle. I was making way more money than them because I had created an offer. So an offer is taking things and combining them together. If I’m just selling a supplement bottle, it’s only worth whatever that thing is. And then people are going to price shop and figure out what’s the cheapest and they’re going to go for it. If I sell, if someone’s selling a supplement bottle and I’m selling the same supplement, but instead of just the supplement mine comes with a weight loss guide, food calorie tracker or whatever, these are things I can bundle together into an offer and now this worth way more than the other thing over here. If you look at companies like Groupon and Living Social, I’m not a big fan of people running their businesses into those things, but if you look at them, they’ve become really good at creating offers for local businesses. A lot of local businesses I saw prior to Groupon would run ads that were just like, “Hey we’ve been in business for 49 years, we’re family loved and locally owned.” That was what they were selling on their pages, but that’s not an offer. An offer is like, “Hey, if you come to us we will give you this thing.” Now most of Groupon and Living Social offers, they are big discounts. Come in and normally it’s this much money and you’re going to get this much. And that is one way to do offers, by giving it a really good offer, a special offer discount price. But then a lot of you guys don’t want discount prices, which I understand as well. So an offer doesn’t just have to be discounting prices. It can be bundling things together. If you think about this from a, if you’re a doctor or something like that, an offer, a product is like, “Hey we do adjustments.” Or “Hey we fix eyes.” An offer is like a treatment plan. “Hey when you come in you’re going to get this and get this and we’re going to put together this cool thing.” So your ability to have success with funnels and any kind of business is your ability to create really good, irresistible offers. What’s an offer that people have to have so bad that they’re like, “Oh, I have to give this person my email address because I need that thing.” What’s the offer that you have? We talked about before the value ladder, we’re taking people through the steps of the value ladder, so I’m trying to give value to people, but with that, the way that I get that value is that I create an offer for them. Sometimes offers are free, sometimes they’re paid. Let’s say for example somebody comes to, in fact, the offers starts clear back on the ad. The ad is not going to say, “Hey, we’ve been family owned and operated for 49 years. Click here to find out more.” That’s a horrible offer. That’s the worst offer ever. But if it’s like, “Hey are you struggling with whatever, this kind of pain or whatever? If so, find out how we can get rid of your pain in the next three weeks.” Boom, that’s an offer. They’re like, “What is that?” so they click on the page, they come to the next step in the funnel, the very first page they land on and there I’m making them this offer. “Hey, so if you want to figure out your pain, I wrote a report, it’s a 6 page report, and it’s going to walk you through the fastest ways to get out of pain. If you give me your email address, I will trade you this thing.” Okay, I just made them an offer.  That was an offer. So then they trade it and on the next page, I’m like, “Cool, we just sent you the thing, but if you’re still in pain, we’re a local client here, we’ve been doing this for 50 years…” and what most people would do on this page is be like, “Hey we sent you the guide, we’ve been family owned and operated for the last 29 years. Blah blah blah, you should come into our clinic.” The problem with that is there’s not an offer, you’re just bragging about yourself and nobody cares about you. What do they care about? Them. We used to have a saying, WIIFM, what’s in it for me. So what’s in it for them? So instead of saying, “Family owned and operated.” The offer’s like, “Hey, thanks so much we just you the pdf in your email and it’s got your 6 ways to get out of pain. But right now, I’m sure you’re hurting and I want to make you a very special offer. What we’re going to do is if you call the phone number right now, I want to get you out of pain immediately, so call this number or buy this thing, and when you do that we’re going to give you this, this, and….” And you create an offer for them. Come into our clinic and we’re going to give you natural headache medicine, we’re going to give you an adjustment, we’re going to give you a free massage, or whatever that thing is, you create an actual offer for them. They buy that, the upsell then is to give them another offer. But every single one of these steps in your funnel, from the ad to the landing page to the upsells, the downsells, to the registration, anything you’re doing in any kind of funnel, it doesn’t matter which one it is. It’s all about creating really, really good offers. And that’s how you provide value for people as you’re moving them through the value ladder. A lot of people they think about offers from a standpoint of this is the product I’m actually selling, but again it’s not just the selling of the product, it’s every single step. The offers on the ad, the offers on the landing page, and the offers are shifting as you’re providing more value through the value ladder. Now one way to do this, there’s a concept we talk about a lot here in Clickfunnels, our internal community we call this funnel hacking. What funnel hacking is all about it going out there and seeing what other people are doing and getting ideas for other offers. And sometimes you’re looking for offer ideas from people that are in your same industry, so say you’re a dentist, let’s say you’re selling information products or whatever, you can look, how are other people creating offers that irresistible, sexy offers. We’re looking at those type of things and funnel hacking other people and saying, “On their landing page they offered me this and then on the upsell they offered me this.” And just getting ideas of different ways to structure offers. Now if your funnel’s not working, there’s usually a few reasons why one might not work. One is the traffic might be bad, but if the traffic is good and they’re coming to your funnel, one of the biggest things to look at if it’s not working is, nobody’s opting in because your offer sucks. We gotta talk about this internally. If your offer sucks, you need to crank it up and make it more sexy. “My offer right now is to come into my clinic and you get three visits for the price of one.” And if nobody’s coming in, it means your offer’s lame. Nobody wants it. You gotta change the offer, make it better and make it better. A lot of times I might make 4, 5, or 6 different offers before I find the one that people resonate with, that’s the one they’re excited for. Now they start coming in. You figure out the right offer, everything else is taking care of itself. So that’s what I want you guys kind of thinking through. Again, it’s something that’s kind of counter intuitive because most people in business are used to going to Amazon and seeing a picture of the bottle and the five bullet points of why it’s awesome and here’s how you can get it super cheap and we got two day delivery. That’s not an offer. People that compete like that, people like me come in and we destroy them because it’s like, let’s create a sexy offer that makes it so this product is worth way more, even though it can be a similar product, but I have these other things that I bundled together and made it an actual offer, it’s worth more money. I can charge more money, and if I can charge more money, what do we know? Whoever can spend the most money to acquire a customer wins. The reason why my supplement companies blew up, again because these guys I was competing against on Amazon, they were able to spend up to $20 to sell a product, where my bottles were $67 and we upsold them bigger bundles, we had other things, so I could spend 2 or 300 dollars to get a customer, where they could spend $19. It’s all about creating offers and understanding that. So I want you guys thinking through that. How can you create an offer, what could the offer be on each of the steps inside of your funnel? This is your homework. Take the funnel you created from the funnel cookbook walk through, look at all the different pages, on the last video you kind of looked at value ladder. What’s the value I’m trying to give them here and here and here? And now you’re figuring out what’s the offer I’m going to give them in each step in this process? What is the thing that we’re trading here? I’m giving them value, they’re giving me something and I’m giving them an offer and they’re giving me something, email or credit card, or registration or whatever it is for your funnel and then think about the next page. Now that they’re on the webinar, what’s the value I’m going to provide and what’s the offer? And then the next phase. And so, hopefully you see how these things are tying together, you have the value ladder, how you are giving value at each level in the process and then what’s the offer that we’re wrapping that around to actually give them the value and then that’s the next step. And then the next video we’re going to go through is actually going to talk about, what are the words, we call this copy. What’s the copy on each of the pages in this process to actually sell that and get them excited about giving you their money, or their email address, or whatever the thing might be. So that’s the next step. That’s your assignment for right now, so go do that you guys. We’ll see you on the next training.

On this episode Russell talks about the second step of the funnel hacker onboarding process, the value ladder. Here are some cool things to look for in this episode. You will see how the value ladder works. Find out how to get your customers to ascend the ladder. And see why providing value to your customer will help you get what you want out of them. So listen here to find out how to get customers to ascend the value ladder so you can get more of what you want out of your customers. ---Transcript--- What’s up everybody, this is Russell Brunson. Welcome back to video number two here in our Funnel Hacker Onboarding series inside the Marketing Secrets podcast. I hope you guys enjoyed yesterday’s podcast talking about why funnels, why they’re important. Today we’re talking about the value ladder. Alright so with that, before I show you the video, a lot of times when people think about value ladders, because I think the way I explained it in the Dotcom Secrets book, I talk about going from funnel one to funnel two, to funnel three which is true, but for most people, they spend so much time mapping out the value of, “this is where I’m going to go in the next 20 years. Eventually I’m going to do high end coaching and then I’m going to coach the president of the United States. Then I’m going to become the president of the United States….” They’re going so deep in this huge value ladder, which is good so you understand where you’re going, but it comes down to the micro. What’s the value ladder here, when someone hits my landing page? What’s the value of getting them here, when they opt in, what’s the value? So that’s what this training is about. It’s kind of micro level of value ladders and how they kind of work together. So let’s watch that clip right now, I hope you guys enjoy it. We’ll see you on the next episode: Alright welcome back. In the last video we talked about what is a funnel. By the way if you haven’t had a chance to read the Dotcom Secrets book, I would recommend it because this what we go deep into. What is a funnel? The whole concept of whoever spends the most money to acquire a customer wins, is all talked about in here. We talk about funnel structures and it’s a really good book to help you understand the strategy behind funnels if you don’t have it yet. So click on the button down below, there’ll be a page where you can go and get the book, I think it’s $7.95 shipping and handling. But that’s what this is all about, to help you understand funnel structure better. Now one of the core concepts inside of here that I want to share with you, because it’s such a key to understanding how funnels work is a concept called the value ladder. The way the value ladder works, if you look at this image right here, on the left hand access you have value. This is how much value you’re giving someone. As the arrow goes up, the higher the value is. On the bottom access it has price. And as you go to the right the price gets more and more expensive. Now most business owners, the most ideal thing would be able to provide the most amount of value for somebody and get the most amount of money. For example, we have a coaching program that we charge a million dollars to create somebody’s funnel for them and that’s amazing. In a perfect world I could go to every single person and be like, “Hey, its a million dollars, I’ll create a funnel for you and it’s going to be awesome.” And the problem, if I walked up and saw you on the street for the first time and I was like, “Hey my name is Russell Brunson, I know I look like I’m 11 years old, but if you give me a million dollars, I will build a funnel for you.” You’re going to think I’m insane because I’ve provided zero value to you at this point. Yet that’s what a lot of us as business owners are doing. We’re coming and we’re pitching our most expensive high thing and shooting for the fences but people have not received value from us, so they don’t want that. So if you look at how businesses work, they move this thing called a value ladder where initially when someone first comes into your world, they’re kind of testing the water and feeling things out. So what you want to do is try to provide value for them, right there, for free. And if they get value, if they dip their toy in the water and they’re like, “Wow, that was really cool. I had a good experience with so and so.” And they receive value, us as humans will naturally want more. We’ll start ascending up and say, “That was a really good experience, what else do you have?”  and we’ll move up the value ladder where you have a chance to offer them more value, but they’ll give you more money. And then if they receive value at that level, they’ll naturally want more and they’ll keep moving through this ascension until you either stop selling them something or until you offend them. And that’s how business works, so you understanding the process of this value ladder, and you know this in the real world. If someone came to you the first day and said, “What do you do for a living?” You would tell them and try to explain some stuff and try to give them something like, “Oh cool, that’s awesome.” And you build some rapport and there’d be some value there and then the next thing you do is offer them something else. It’s the same thing, if and when you met your spouse. The first time you met them, the first thing is you ask them on a date. And you provide value. If you have a good time on the date then you go on a second date and it keeps going on until you get married. There’s this logical progression. Yet, for some reason online we all forget that. All these common sense rules fall out of the world because we’re like, “They’re pixels and things and it’s traffic.” No, it’s people and you have to understand that. So what happens is every single funnel is a value ladder. When somebody comes to my very first page I’m saying, “Hey, my name is Russell Brunson. I want you to give me your email address.” If I stop there, you receive no value. Why would I give you my email address? If you come to the page and I’m like, “Hey, my name is Russell. I wrote a really cool report called blah blah blah…” Whatever it is and say, “I’ll give you this report for free, just give me your email address and I’ll send it to you.” And you’re like, “Huh, okay.” You give me your email address, I send you this report., you get the report and get some value, you’re like, “That was really, really good. Russell’s a cool dude.” Then on the next page in the funnel it’s like, “Hey, I sent you the report. Go check it out. I think you’re going to love it. But while you’re here I want to make a really special offer to you…” And try to provide value again, “Normally I sell this thing for blah, but I’m going to give you a special discount because you’re here right now.” Or whatever that thing might be. Because you’re a first time subscriber, normally the first thing I want to sell you is this thing. A lot of times in my business we do books for really cheap, or we do, if you’re an offline business maybe it’s a free exam, whatever it is. Something you’re providing value. If someone gets that, they buy the next thing. And then the next page is like, “hey you just bought my book for $7.95, the book’s coming, you’re going to love it but some people like to learn in a classroom situation. I have a home study course that’s this.” Or whatever that thing might be. Same thing works in ecommerce. People always tell me, “That works in information but not in ecommerce.” But the same thing works in ecommerce. One of our number one Clickfunnels sellers right now, he built a huge funnel, it was one of the most successful funnels I have ever seen and it started with a flashlight. “Hey this is a tactical flashlight. Would you like to buy it?” and people bought the flashlight and they started thinking, how else can I provide value to this person? He started bringing them through a value ladder. He said, “Look, you bought a flashlight for this price, how would you like a second one at 50% off?” and boom, like half the people said yes. He’s like, “Hey, now you got this flashlight do you want a kit? Like a carrying case we can put it in?” and people were like, “Oh yeah. Sure. Yes.” And boom, it took them to the next thing. And he kept thinking how else do I provide value? “Do you want rush shipping?” “Yes.” “Do you want this?” “Yes.” So the value ladder is always thinking about that. So every time I’m working on a funnel, I’m thinking about this. Somebody, they see an ad, they see something, they click on something, they come to my page, the first page in my funnel and I’m thinking how do I provide this person value? What do I want in return? I want their email address or maybe their credit card, want them to register for a webinar, whatever the action is on that page, I’m thinking how do I provide value to this person? And if I do it in a cool way and they connect and have a good experience, guess what? They’re going to want to buy again and again. And that’s how you build a business the right way. So as we do more and more of these trainings, we’ll go more into value ladder because the value ladder is happening in a bunch of different places. It happens inside your funnel. Every page in your funnel is the next step of a mini value ladder. Also, we’ll talk about this in the next major training, after someone goes through your first funnel, usually we have a second funnel and that’s a bigger piece of the value, it’s kind of like the micro and the macro. These things are happening all the time, but for right now I just want you thinking about that. Every single interaction you have with somebody, you need to provide them value. And then if they like that they will naturally ascend up and want more value and I can charge them more. If they like that I can provide them more and we keep taking them through this process. That’s how I can go right now and get people to pay me a million dollars to build a funnel for them, because I’ve provided value at all these levels. I provide value through my books, through my software, through my training, through my events, now when it comes to them it’s like, “Yes, I trust Russell. I have rapport with him. He’s awesome. I believe that he will do what he’s going to do.” And now they’re willing to invest the big money. For your business it’s the same thing. You gotta start thinking through that. I want you guys to understand that concept of the value ladder. Your homework for right now is map out a value ladder. This is not talking about all the products and services you might sell over the next ten years, I’m talking about just this initial funnel. The funnel you started building in the last walk through, you have all these different pages right, depending on which funnel you picked inside the cookbook. I want you thinking, if someone lands on this page what’s the value I’m providing them in exchange for whatever is happening, their email address? If I go to the next page, what’s the value I’m providing in exchange for them to give me their credit card? What’s the value I’m providing to get them to buy the upsell? What’s the value to get them to register for the webinar? Whatever that thing is for your business, I want you thinking through that and writing out every single, look at all the pages in that funnel and think through what’s the value ladder I’m taking them through inside of this funnel? And that is the key. In the next video we’re going to talk about now that you got the value, how do you structure the offers. The next video will be about the copy to sell the things on the pages. But right now I just want you conceptually thinking what do you have to offer people? Of all the products and services and ideas and the things that you have, what’s the logical progression you can take somebody through to give them more and more value, so they can build a relationship with you? So they can buy your products, buy your services and you can change their life. That is the goal. So that is the assignment right now and the other thing is if you don’t have a copy of this book yet, I highly recommend the weblink down below to go get it. And again, this will teach you all about funnel structure, it’s going to teach you about value ladders, a whole bunch of other things. This will help you understand the strategy of funnels in a much deeper way. So get the book if you don’t have it yet as well. Thanks so much. See you on the next training.

On today’s special episode of the Marketing Secrets podcast, Russell shares a video for the new onboarding process in Clickfunnels. He talks about the four core things you should know and goes into detail on the first one, which is what a funnel is and does your business need funnels? Here are some awesome things you will hear in this episode: What the four core concepts are that you will need to know to use Clickfunnels effectively. What the difference between a website and a funnel are. And hear about Russell’s first experience using a funnel and if it worked well for him. Listen hear to find out more about the first core concept you need to know for the Funnel Hacker Onboarding process. ---Transcript--- What’s up everybody, this is Russell Brunson. I want to welcome you to the Marketing Secrets podcast. I’ve got a really special episode, actually the next 4 episodes are kind of some special episodes I want to share with you guys, that I think you’re going to love. So let’s get into it. Alright so, on this first episode, I want to give you some back story on what’s happening and why I made these four special episodes for you. Right now inside Clickfunnels we are working towards our big viral video launch on the 15th. With that we are trying to change a whole bunch of things, fix the onboarding process, make thinks simpler, simpler for people. Because if we get a huge influx of customers, especially people who don’t really know our marketing, or understand what funnels are or how they’re doing it, we have to really simplify the process. So that’s what we’re doing, a simplification of this whole thing. I don’t know if you’ve noticed, our Clickfunnels support has gotten so much better. We shifted from it taking on average, a little less than an hour to get live response, now we’re at a 3 minute medium. So many cool things we’ve been doing trying to prepare for this thing, which is now like two weeks away for us. It’s kind of stressful, not going to lie. One of the cool things we’re having is this really cool gaming, badging system so when somebody comes into Clickfunnels there’s like this gamified onboarding process. You’re doing things, you’re moving throughout it, it’s going to be really cool. So by the time some of you guys are listening to this, it’ll actually be live so you can go and see it. But in there, a couple of things with Clickfunnels. With Clickfunnels we’re teaching how to use the software, but also people have to understand the marketing behind it or else they’re not going to be successful with the software, so it’s kind of interesting. So I tried, how do I teach all this funnel psychology and stuff in a very short, compressed period of time? So we did that with one of the little badges that people will win here inside of the onboarding process. So that’s kind of what’s going down. So with that I basically created four different videos that are the core foundational things to get people onboarded to understand the marketing behind funnels very, very quickly, very rapidly. So that’s what these episodes are about. I’m actually going to just play those four video clips. Now in the video clips I’ll say, “Click on the button down below.” And “You’re going to get this thing over here.” And “This is your homework assignment.” Just know that those are from the onboarding process. If you actually want to get the homework assignments, if you want to see the things I’ve talked about, you do actually have to login to Clickfunnels and go through the onboarding to get those. But I want you to understand because I think, it hopefully made sense. Maybe it makes no sense. But I tried to really simplify the process of four core things that are the four things to really understand. Number one is why do we have funnels? Why is that important? Number two is the value ladder. A lot of times you think about value ladder from a high level, like first I’m going to do a book, then I’m going to have an event, then we’re going to do one on one coaching. But I want to talk about value ladder from a micro standpoint, instead of the macro. So it’s like landing pages, how do you give value on that. And then what’s the value on the sales page, and the upsell page. How do you do that? So we go into the value ladder in video number two. Number three then is how to create an offer which is something, it’s funny in my mind, I think this common sense to me, or intuitive or I’ve done it so long I don’t think about this. But it seems like as we’ve been doing the Two Comma Club Coaching that one of the biggest problems and questions people have that Steven deals with everyday is how do we create an offer. So I’ve never really talked about that. I guess I assumed, I think I assumed that people understood and I found out now that they don’t. So I go deep into how to create an actual offer, which I think is cool. Hopefully it was good, maybe it’s lame. But hopefully it turned out good to help you understand, “oh that’s what I need to be doing. I need to be creating lots and lots of offers. That’s the key to this whole thing.” And then the fourth step was understanding copywriting because copywriting is like the last layer, it’s how you actually present the offer. So we have why you need a funnel, inside the funnel what is the value you’re providing each step inside the funnel. Then from there what’s the offer you’ve created in each step inside the funnel to actually provide that value and then the last one is the copywriting, which is how you actually sell the offer, which provides the value, which is how you get someone through your funnel. That’s kind of cool. So anyway, that’s what I’m going to share with you guys. So over the next four episodes we’re going to go over that. So this first one we’re talking about why do we need a funnel. Some of you guys have obviously been funnel hackers forever and you know this stuff. Some of you guys might be like, “What the dump is Russell talking about?” So that’s what we’re talking about now, why funnels. I’m going to show you guys that clip and that’ll be what’s happening here on this episode of the Marketing Secrets podcast. Hey this is Russell again and today I’m excited. Because today we’re not just talking about Clickfunnels, which is one of the coolest things in the world but for you to really utilize Clickfunnels and really have success from it, I think it’s vitally important that you not only get good at using the software and using the tool, but you actually become a marketer. Clickfunnels was built by marketers like me, for marketers to be able to market their products and services. Sometimes people come in and have a product, they have a service they want to sell and they throw it into Clickfunnels and build a funnel and then they’re like, “No one’s buying it, nobody’s coming to my thing, no one’s giving me their email address. Why not?” It’s because it’s not just something you put up there and hope that the best happens. It’s something where you have to understand the marketing behind it. So what I want to do during this walk through is to help you understand some of the core, fundamental concepts of marketing that are essential for your success inside of funnels. Because if you understand these things when you’re building funnels, your funnels will become profitable, they’ll actually make money and you’ll have success with Clickfunnels. And that’s our number one goal for you. So that’s kind of the game plan. So to kind of step back, because I know that a lot of people when they first get into Clickfunnels, they don’t even know what a funnel is. So depending on where you’re at, you may know exactly what it is, you have a hazy idea, or you have no idea at all. Most people obviously have heard of a website. When I got started in this business 15 years ago, websites were the thing. And It’s funny because I remember back then everybody would come and they’d say, “Do you think I need a website? Everyone’s talking about websites. Should I get one?” and now we kind of laugh about that because there’s no business, I don’t think, that doesn’t have a website. You have to have a website to exist. So we just kind of assume it now and that’s kind of what funnels are today. Funnels are the future. They are the evolution of websites. It’s where everything is going. People always ask me, “Well do I need a funnel for my business?” And I always kind of chuckle because they don’t understand the strategy, when they do it’s like, “Oh wow, there’s no point to a website, the only thing I need is a funnel. It’s where everything’s going.” So that’s what I wanted to really help you guys understand. I think the best way for you to really understand it, I’m going to tell you guys a story about how I kind of got it. And when you understand this, it should hopefully make more sense inside of your business. So first core concept you have to understand, I learned this initially from one of my very first marketing mentors, his name is Dan Kennedy, and he said this, “Whoever can spend the most money to acquire a customer wins.” Now when I first heard that, it didn’t make perfect sense to me. I was like, “That doesn’t make any sense. Why would I want to spend a whole bunch of money?” And I remember hearing that and it didn’t really resonate with me. But bear with me as I share this story with you, it’s going to make, you’re going to find out, this is the key. The most important thing to understand in business, in marketing, in funnels. Whoever can spend the most money to acquire a customer wins. So let me tell you my story. When I got started in this business back 15 years ago, I was in high school and I’d built my very first website selling potato guns. Now I’d created an information product, I setup a website, I’d done my best and back then the way everyone got trafficked to the websites was by using a website called Google. So I went to Google and started buying my very first Google ads. Now as a college student, I didn’t have a ton of money, so I was able to invest about $10 a day into Google ads. The good thing for me is I was selling this DVD for $37 and what happened is on average, for every $10 I’d spent, I’d sell about 1 DVD. So you do the math on that, I was spending $10, making $37. So I had $27 profit that I was putting inside my pocket. What happened is a little while later, Google shifted their algorithms and kind of changed how things worked. And the price for every single click started going up and it got bigger and bigger and bigger. What happened is one day I woke up and the ads that I was running were exactly the same. I was getting the same amount of clicks, the same amount of people on my website. But now instead of spending $10 a day to get the same amount of traffic, I was spending $50 a day. If you do the math on that, you spend $50 a day, make $37 a day, I was losing $13 every single day because of my website. Now I don’t know about you, but I really quickly, my wife and I realized that we couldn’t keep doing that and stay in business. After four or five days I had to turn off my website and it was over for me. And unfortunately for me and for so many entrepreneurs that’s where most entrepreneurial dreams die. You’re spending money and you can’t be profitable and it just falls apart. I started learning this lesson. Whoever can spend the most money to acquire a customer wins. I couldn’t spend more than $37 a day, because that’s all I was making. I was capped at that. And that’s if I just wanted to break even. And so a few months later, I had a friend who was in a similar business to me and he called me up and said, “Hey Russell, I think I figured out this secret. I started adding upsells to all of my products.” And I was like, “What do you mean upselling?” he said, “Well, it’s kind of like McDonalds. You’ve been to McDonalds?” I said, “Yeah.” “You know when they you offer you a hamburger..” I said, “Yeah.” He said, “Did you know for them to sell that hamburger they actually lose money? The money for the ads, the promotion, the marketing, they actually lose money. So they sell you a hamburger for $2 or $3 and it costs them $4 or $5 to get you there in the drive-in.” “But they added a little sentence on there. They said, ‘Hey, would you like fries and a coke with that?” and the majority of people say, ‘Oh yeah. Throw that in there.” and they did that, the fries and coke is where they make their money. So they spend $3 or $4 to get someone there, they sell a hamburger for $2, they lose a dollar, but they ad fries and a coke and all the sudden, boom. They’re profitable.” When he said that, the light bulb went off in my head and I said, “okay, well how do I do this?” and so he showed me his website and he had similar websites to me selling little information products. He said, “Look, what I did is I started having upsells, trying to sell the next thing that someone would need if they bought my first product. “ And I said, “How would work for my potato guns? I don’t know.” And he said, “Well, when somebody buys a potato gun DVD what’s the next thing that they need?” and I was like, “Well, the next thing is they’d have to buy the pipes and the glue and the BBQ igniter and all those pieces that you have to go the store to get.” And he said, “You should make the kit and just upsell the kit.” So I was lucky, I found someone up in Northern Idaho who actually sold potato gun kits and we did a partnership and started adding those as upsells. So I transitioned up my little website into my very first funnel, I didn’t know that’s what it was called at the time, but it was a funnel. So someone would buy my DVD and then the next page we’d upsell them a potato gun kit. Now if you look at the math how this all worked, I was still spending $50 a day on Google, that didn’t change. They didn’t lower their prices for me. They were still charging me the same amount. And I was still averaging about one sale a day of my DVD. So I was only making $37, so I was actually losing money. But then, what was cool is that one out of every three people who bought my DVD ended up buying my upsell and buying my kit. You look at the math, my kit was $197, that means one out of three, I made an extra $65 dollars for every DVD I sold. That means I spent $50 a day and I was making $102 a day. So you do the math behind that, I was actually making $52 every single day. Now that is when the whole light bulb went off in my head. That’s the secret. If I can spend more money to acquire a customer, then I win. That’s when I realized that websites made me broke, but funnels actually made me money. When I started my career, after I did that, I started getting excited, I started realizing wow, there’s so many ways to do funnels and I could put funnels into any business. And I started doing that and started going into really competitive markets where there’s tons of competition. I would look and see these people, all they had was a website selling a product and I would take that concept and start upsells and downsells and adding different things in there and start competing against these people. And what’s crazy is they could spend however many dollars a day in advertizing. I could spend two or three times as much money and still make more money and very quickly I started beating out all my competitors in every market we went into. That’s when I realized, just like Dan Kennedy told me, that whoever can spend the most money to acquire a customer wins. And that’s why funnels are so important. Especially if you’re struggling in your business right now. If you have a business and you’re break even or you’re losing some money, a funnel is the secret. That’s what gets you from breaking even to becoming profitable. If you’re doing well but want to grow, a funnel is the secret. It’s how you start taking your business and scaling it. You make more money for every single person who comes into your funnel. The funnels are the secret to growing business and getting your message, your products, your services out into the world. That’s why we’re so excited about funnels. So I wanted you guys to understand the concepts behind those things. Obviously there are lots of different types of funnels, as you learned in the earlier walk-through, inside the cookbook we had 22 different types. So some of the funnels are specifically for selling a product, like my potato gun DVD, where I sold a DVD and then I upsold a potato gun kit. Some funnels aren’t for that. Some funnels are for generating a lead, then you can send emails to them and sell them things in the future. Some are to generate applications so you can call them on the phone. Some are funnels to get people into your actual location. It doesn’t really matter, there’s different funnels for different situations. But all a funnels is something where you’re taking somebody, and you’re taking them through this process to get the end result. What’s interesting is that I think a lot of people think that funnels are this mysterious thing, yet it’s happening every single day right now. In fact, if you run an offline business, I promise you, you already have a funnel. It may be a really bad one, but you have one. Think about this. Let’s say you’re a chiropractor, or a dentist or something. Somebody sees an ad, they drive by and see your billboard, they see your place, they get a referral, something, and they come to your location, they walk up to your door, what’s they first thing they do? They open the door and walk in. Something’s happening, they’re coming into this funnel and they’re greeted by somebody. It could be your front desk receptionist or whoever. They’re saying something, they’re trying to get them to schedule an appointment or set up a call or whatever the thing might be and then after that happens they take them to the next step and the next step and every business has it. There’s some kind of funnel, some kind of process you’re taking people through all the time. The online funnels are the same thing. People think its something different, but it’s not. If I’m driving an ad from Facebook, they’re going to come somewhere, to a page, and maybe on that page I’ll try to ask for their email address, or maybe I’m selling them a product, I’m taking them down a path, just like I would if I was selling somebody face to face. So the coolest thing about funnels is it’s not something new or different that you’re not used to, it’s the same thing you’re used to just in an online format. When you start realizing that, you start realizing funnels are happening everywhere around you. For me, I started noticing them over and over and it gets me so excited to see it and now it’s coming back. How do I do this for my business online? So that’s kind of the game. Now, I’m going to be walking through a lot more of these things through the next training videos down below, but I wanted you guys to understand, that’s what a funnel is. I want you to understand the one core concept. Whoever can spend the most money to acquire a customer wins. That’s how you grow a company, that’s how you beat your competitors, that’s how you sell more products, that’s how you get your ads more out there, that’s how all the things you wan t in business, all come off that concept. Whoever can spend the most money to acquire a customer wins. And the way you’re able to spend more money profitably is by having a funnel. So I hope at this point I’ve sold you on funnels. They are the key to everything in life, at least related to business. So I hope you understand that. With that said, your assignment right now is just to kind of think through that and understand that and understand the power and importance of funnels. Think about your existing business, think about the business you’re in right now. Let’s say you do have a regular website, how do you take all these things and how do you restructure them into an actual funnel? Where are you seeing funnels right now? If you have a regular business, do you see the funnel right now? What does that look like? What’s the process somebody’s coming through? And then what can you do to fix those things. And just start thinking about those things because it will get you excited about funnels. With that said, thanks so much and I’ll see you guys on the next training.

Bonus Episode - Why Entrepreneurs Suck At Vacations

How to recover quickly, when you keep on getting knocked down. On this episode Russell talks about spending his day putting out giant fires, so he can get up and do it all again. He explains why it’s important to get back up whenever you get knocked down. Here are some of the awesome things happening in today’s episode: Find out what kind of issues Russell had in one day and how he was able to get up and move forward. Hear Russell’s backstory of how he learned to roll with the punches and continue to move forward even when facing obstacles that seem insurmountable. And find out why you too should get back up and keep going whenever you get knocked down. So listen here to hear Russell’s inspirational story of how he makes it through the kind of challenges that would keep a lesser man down. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to a late night Marketing Secrets podcast. Hey everyone, I hope you guys are doing awesome. It is a beautiful night. Do you hear the crickets out there? It’s kind of creepy when you get to the darker spots. I hope you guys are doing awesome. I wanted to make you guys a video and run a podcast today about something I think really, really, really important. There we go, there’s some light for those who are watching the video version. If you’re on the podcast, it doesn’t matter. You can hear my voice. Alright, I want to talk about something interesting that I realized today that I think is what keeps a lot of people back. It probably kept me back a lot when I was first getting started. One thing, I’m sorry I’m looking for, I’m at the pool house, I’m drinking some Keto OS because I love the stuff, so I have one every morning and one every night. It is my sweets and that is what I’m doing. That’s what I’m looking for, if you’re wondering what I’m doing and why I’m talking weird. What I want to talk about today, for example, we had a lot of crap happen. Not little things either, huge things. Things that are devastating. Thing that in my past would have crippled me. I would have stopped and been like, “Ugh, ugh, ugh.” And it’s interesting because I see people now days who are in business and they’re moving forward, moving forward and trying to do stuff. And not just business, honestly, it’s all aspects of life. It’s their personal life, it’s their family life, their relationships, it bleeds in a lot of different things. But for this purpose it’s business, where something really crappy happens. You have these plans and things you think are going to be happening and then you hit this wall and you’re like, you throw your hands up in the air, I don’t know what to do. So you just stop, right. You just give up. Like I said, I think there was a time where I probably did more of that. And I think I’m lucky. When I grew up, I was a wrestler, as a lot of you guys know. One thing that happened with wrestling is and it’s probably a good thing, I was really bad at first. I’d get beat a lot. In fact, my brother Scott, who is going to be editing this video, when we first started wrestling, he’s my younger brother and he was beating me at first. As a big brother it was really embarrassing. Luckily, I loved wrestling and he didn’t so I was able to pass, but he would have been beating me my whole life, which would have been really embarrassing. But because I was getting beat at first, I wasn’t like the best kid so I got beat a lot, and then I came back and I learned how to beat people. Probably the best example of this, my junior year in high school, my goal was to be state champ, I thought I was going to make it. What’s interesting is, as I was going for it, my first match my junior I wrestled this guy named Nick Fresquez from Hunter High School. Sorry there’s the ice coming out. Anyway, I told everyone I was going to be state champ. I was talking all the conference stuff, and my very first match wrestling Nick Fresquez, who is returning, he’d taken second place at State a year earlier, he’s returning back and he beat me. My very first match the whole year, I was devastated. Luckily for me, my dad filmed the match, so what we did for the next four months, every single night we watched that match and then we’d practice in how to beat Nick Fresquez. And then I never saw him, I never wrestled him the rest of the year, but then at the end of the year, sure enough he was on the opposite side. He was ranked first in state and I was ranked second and we came against each other in the finals, I wrestled him. In the finals I beat him because I knew his moves. I practiced them every day for four months. In fact, I actually beat him, I think I told you guys this story before. But I beat him with the same move he had beat me with, which is kind of fun. So I was used to getting beat up and then coming back and learning how to win. Getting beat up, come back and win. So that has helped me through my life. I think in business it’s the same thing. I would start and get hit with something, sometimes it’s like hitting a road block. How many of you guys have felt that? Or like hitting a wall and you’re just stuck and you’re like, I don’t know how to overcome this. This is an insurmountable object and I don’t know how to overcome this. And we hit those things. So that happens all the time, like I said, in business. And what’s interesting is most people don’t get past those. They hit the wall and then they freeze up and stop and then they go watch the TV or quit, whatever those things are. It’s interesting because I see that a lot with our entrepreneurs, who a little road block or hiccup will come and then they just stop. And it’s like, don’t stop, keep going. Keep going. But I think what happens, is the more you do it, the more your capacity increases. Your ability to handle those things and take them and plow through them and keep moving forward on them, you know what I mean? So today we had so many things. We were supposed to watch this viral thing, if you go to….who knows if it’s still live when you watch this, but cfgoesviral.com was this really cool thing. What I wanted to do, I wanted to make where somebody, they opt in to this thing and then they get a referral link and they refer other people, and they get a dollar for everyone they sign up. And it was going to make this huge viral thing that would grow really, really fast. So we spent the last 2 weeks getting all the things put together, creating the video and sales page, the structure and the flow and the funnel. Everything was working, we tested it, and I wanted to build it inside of Clickfunnels, but we couldn’t because it’s this feature we don’t have right now and Todd’s like, “We could build it in the future, but we don’t have time to do it, because all this crazy stuff is happening for the launch. So we didn’t, and there was this third party service we decided to use. So we used this third party service, we start trying to test it and all these things aren’t working. We got it working so it pretty much worked and we did the launch and sent emails out and we started a Facebook Live. It was all exciting and instantly all these people started coming and then guess what happened? Boom, the whole thing crashed within minutes. We called the guys up, the service and we’re like, “Dude, our sites are down.” And they’re like, “Uh, we’ll call you back.” Okay, that’s not good. And the whole thing is down 15 – 20 minutes it’s down. And finally we see, everything goes offline, they reset their servers, it comes back up and it’s working, but we had to pause emails and everything at the time, so he comes back like 15 minutes later and he’s like, “It’s been 15 minutes, nothing bad has happened. You’re good to go.” We’re like, “Dude it’s because we stopped everything. We stopped the ads, we stopped everything. If you look at this…” I think we had 5% of our emails sent out and we just crushed their servers and it was just done. And we’re like, “Dude, you don’t understand. We’re trying to 100 thousand opt in’s in 7 days. To get that, there’s probably going to be a million to a million and a half, maybe two million people that are going to come through your links. Can you handle that?” and they’re like, “No, we can’t handle that.” We’re like, “We told you numbers ahead of time.” And they’re like, “Well people always tell us numbers but no one ever hits them. We didn’t believe that was going to happen.” I’m like, “We just launched this viral contest. People are signed up, they’re sharing links. We can’t stop this now.” But the service wasn’t working. And it’s just like, most people, and me 5 or 10 years ago would have been like, “We’re screwed. What are we going to do?” But it was like, “Okay, we gotta keep moving forward. What are we going to do? What do we gotta fix?” So I messaged Todd and Todd’s like, “Alright, I’m pulling an all nighter.” So he went and Jamie Smith came in and they spent the whole next 4 or 5 hours coding this whole thing out and rebuilt from the ground up the entire company software that we did and then built it into Clickfunnels. The testing is all done and they’re going to roll it all out first thing in the morning and then we’re going to relaunch the viral campaign right afterwards and hopefully get the same impact. But that could have been devastating. That was one thing. And it was like 4 or 5 things like that just today that happened. Insane. The bigger a company gets, the more fires there are. I’m like, there are like 4 huge fires….no 5. 5 huge fires that I put out today. That was one of 5 huge fires. One of them was some yahoo causing fistfights and threatening to kill people in our Facebook group and it happens to be a friend. He comes in and then we block and he starts threatening me and all sorts of stuff. That’s happening and then the next thing, and the next thing, and the next thing. All these fires are happening at the same time. I can’t stop because we still have this launch happening. I spent probably 4 hours today working on the new sales letter for when the viral video goes live, which is so cool. I can’t wait for you guys to see it, I’m so excited. And then on top of that, I gotta record like 40 videos tomorrow, so I was writing the scripts for those and mapping out the sequence and timeline. Plus we’re working on the event funnel for Funnel Hacking Live. So I had to go through and finish another round of edits for the schedule. Then message all the potential speakers, invite them to speak, get the flow done. And then the viral video party, we had to shift the whole timeline, so we’re calling Boise State and trying to shift….. It was all these fires, fire after fire. Any one of those should have crippled us, or me, or our entire team. They should have stopped, but we didn’t. We kept going forward. I don’t know why I’m sharing this, other than I think most people stop way too fast. And I don’t know if it’s just from doing it so many times and so often. It’s funny, I remember somebody told me once… I think Dan Kennedy told me, “Once every quarter an entrepreneur will face a crisis that will either make or break his company.” I’m like, “Once a quarter? Dude, we’re getting that 4 times a day. 4 quarters of the day and consistently.” And the bigger we get, the more those things are. The one nice thing is that typically, you don’t have the company blow up overnight. So I’m lucky that I had 10 years of cutting my teeth and trying this thing and bankrupting two companies and going up and down and all sorts of failures, so that when I had the big success my capacity has increased and I’m handling things pretty well. I screw up a lot. Just so you guys know. There are public screw ups, where a whole affiliate system that we built out crashes in the middle of the launch. Anyway, there’s just things that happen but most people just stop too fast. It’s kind of like lifting weights. The only way to keep moving through those things, because some of you guys hit those things and you stop and I know your….hopefully one or two of you guys hearing this are saying, “That’s me, I hit and obstacle and I freeze.” So what I want you to understand, it’s like lifting weights. You’re pushing and pushing and you can’t do anymore and it freezes and it can’t keep going. That’s good, it’s tearing your muscles and they repair and you gotta go back again, you gotta go back again, you gotta go back again. And if you keep doing that, your capacity will increase and you’ll get better and better until someday you will have so many problems like me that you’ll have them four or five times in a day and you’ll just shrug it off and it’ll be fine. That’s just, I don’t know the exact process to doing it, it’s just doing it. It’s just like when the thing hits you and you’re like, “Gah, that sucks. Alright let’s go.” Boom. If you’re in a fight and someone punches you in the face, you’re like, “Oh, that hurt so bad but I’m in the middle of the fight. Let’s go.” And you just go right back in. That’s the kind of attitude you’ve got to have when the thing punches you in the face or it knocks you down or whatever. Because most of those things, it’s like you’re this far away from success. In fact, on the new sales letter for the Clickfunnels page, you’ll see it. Some of you guys know the viral video is about a Gold miner and all this stuff. So there’s an image we have and it’s a drawing and it says “The miner who quit too early”. And it shows this guy pick axing and he’s digging into this huge mountain and he turned around and he’s walking away and then you look at the side picture, a side cut of the mountain and you see he’s an inch away from all this gold. And sometimes that’s how it is. We get punched in the face and we knock back and we’re like, “dang, I don’t want to do that.” and you just stop. And it’s like, ugh. All you gotta do is step back up and get back in that fight one more time and then you’re there. You’re so close to it. That’s what most people don’t get to. Because it’s the closer you get, the more resistance there will be to the thing you want. As you’re coming closer and closer and resistance is coming, is your ability to get back up and keep going. There’s a song in high school in the 90’s that we used to play, in fact I played it today after getting hit in the head like 5 times. I was like, “Hey guys, I gotta theme song to keep us going right now.” And it was that song, “I get knocked down, I get up again.” That’s it. You get knocked down and you gotta get back up again as fast as you can. Because the more resistance you’re getting, the closer you are to where you’re trying to get to. Just know that. Know that whatever you desire right now, the closer and closer you get to that, the more resistance. So you have to increase your capacity to handle those attacks, otherwise you will crumble underneath it and you’ll never get to your goal. But also know that the harder those punches are, the more frustrating all those kind of things, it means you’re close. The closer you get, the harder it’s going to be and then all the sudden, boom. You’re going to be there. But you gotta be willing to get knocked down and get back up again and take that next step. Take the leap of faith, take that step into the dark. Whatever that analogy is that you need, that’s what you gotta do. And when you do that, that’s where it’s at. I think most of us, I may be wrong, I think I’m right though. I think most of us, the times that we fail, if we fail and don’t get what we want, we’re probably one or two knockouts away from success. It’s just getting back up, putting the gloves back on and going back into the ring one more time. That’s it. Maybe get hit again, knocked down again and you’re like, “one more step, one more.” It’s there, you gotta taste it, you gotta feel it. That’s enough now. That’s like 40 ananlogies. Hopefully one of those connected with you guys. I got sports analogies, I got everything in there. Alright, well I’m heading in. I’m going to drink my Keto’s, I’m going to go to bed. I got a big day tomorrow. I gotta film like 40 videos. They’re not as fun like this one. Alright, there you go guys. Appreciate you all, have a nice night and we’ll see you soon. Bye.

Behind the scenes call with Myron Golden and Russell Brunson. On this episode you will hear Myron Golden talk about the reason’s people make a lot of money versus a little money. He goes through the four levels of value for creating income and explains each level. Here are some of the insightful things in this episode: What each level of value is and what resource is used. Why each level of value is where it is, even though it may not seem fair. And why there are actually two resources in the highest level of value. So listen here to find out what the four levels of value are and how much money each level is worth. ---Transcript--- What’s up everybody, this is Russell Brunson. Welcome to a very special impromptu Marketing Secrets podcast. I just got off of an inner circle call and it was so awesome I wanted to share it with you. So I’m on an inner circle call, and the inner circle are my 25k members and there’s 100 of them and we have a group closed at 100 people. Once a month I do consult calls with all of them and one of them today was with Myron Golden, who is one of the coolest people in the world. And in the middle of this thing he dropped, I don’t know 10-12 minutes of the coolest thing about how income and the different levels of income, it was so good I wanted to share. After he ripped on it for like 15 minutes I was like, “Can I put that on the podcast?” and he was like, “Sure man.” So I’m doing this really quick before I jump on the next call. I’m going to plug this clip in here. This will help you understand the levels of income and if you’re stuck where you need to shift and what those changes are for you to get to where you want to be from an income and finance standpoint. It’s awesome. So listen right now and I hope you enjoy this episode of the Marketing Secrets podcast. Myron: There’s a reason people who make a lot of money, make a lot of money. There’s a reason people who make a little money, make a little money and it’s because income is the result of value created and offered in the marketplace. So value is what creates income and there are four levels of value and if you’re operating on one of the lower levels, you can only make so much money. I will just tell what the four levels of value are so you can just kind of wrap around that. There are four levels but there are five resources. The top level of value, you have two resources you can use. So every level has one resource, the top level has two resources. The lowest level of value is implementation. That’s the lowest level of value. That is the people who do the thing. So if you do the thing, you’re the person who does the thing, you make the least amount of money. I basically tell people in the presentation if you’re an implementer, I know how much money you make. You make somewhere between minimum wage and $80,000 a year. You make minimum wage if you’re working as housekeeping staff at a hotel, or McDonalds. You make $80,000 a year if you’re like a mechanic that works on Rolls Royce or Bentley’s or something. That’s your income window. And then the next level of value, and by the way, the resource you use at that level is your muscles. You use your muscles to make money. By the way, I shouldn’t show that on camera, but it’s here to protect, not to harm you. Anyway, pardon my corny, I’m a corny dude. What can I say? So the resource you use, your muscle to make money. The whole premise of the concept is that money is spiritual in nature, it is not materialistic in nature. So if you’re using a physical resource, like your muscles to make money, then your income is going to be limited. If you want to make more money then you have to operate at a higher spiritual level. Does that make sense so far? The next level of value, which is the second to the lowest… Russell: The two resources there were muscle and what was the other resource? Myron: There’s only one resource at that level, that’s your muscle. The top level has multiple resources, the bottom levels only have one. Does that make sense? So the lowest level is implementation. The second to the lowest level is called unification. That is you use, your resource is your management skills. You use your management skills to make money. You don’t do the thing, but you manage the people who do the thing. So you make more money than the people who do the thing, but you still have a limited income. You’re going to make somewhere on the low end, between $40,000 a year, on the high end a quarter of a million. $40,000 if you’re a manager at Taco Bell, high end, quarter of a million, you’re a middle manager,  vice president or something at Lock Heed Martin. That’s your income window. If you want to make more money than that, like working harder in the same level doesn’t make you more money. So the next level is called communication. It’s the second to the highest level of value. Communicators are some of the highest paid people in the world. I’m not talking about people who communicate a message from their head to somebody else’s head, but people who communicate a message from their heart to somebody else’s heart. They can make, they use their words to make people feel something. You know exactly what that looks like because you do it all the time. So you’re communicating a message. When you use your mouth to make money, on the low end you’re going to make $100 grand, on the high end you might make 100 million. Low end, 100 grand you sell cars. You make $100,000 a year. High end, 100 million, You’re an actor. You’re an A-list actor, you might make a $100 million dollars a year. You’re Robert Downy Jr. You’re a Denzel Washington. You’re an A-list actor, you’re a singer. You’re an A-list singer, you produce albums. You’re a Jay-z, Usher, Beyonce. You are communicating. You’re either an author, a speaker, an actor, a songwriter, a playwrite, or a sales person. You launch this business called Clickfunnels even though you don’t know how to program, but you do know how to communicate the message. #justsayin. So communication is the second highest level of value and people who get really good at communicating can make a lot of money. People who resist communicating, and if I quote a friend of mine who lives out in Boise, Idaho, they just hate money. So communication is the second highest level of value and you use your mouth to make money. That’s the resource, you use your mouth. And it almost doesn’t even seem fair, because fair is not a real concept. It doesn’t seem fair that people who talk make more money than people who move things, who have a hammer and nails, or dig holes. But they do. I have these guys come out here and look at my roof today and the guy told me he’s working for this roofing company for 40 something years and his skin was all leathery and he had sores on his hand. I was like, oh my goodness. It’s so painful. He uses his muscle to make money and he’d been doing it for 40 years. I just thought about that just now. Sometimes people will be physically diligent so they can maintain a state of mental laziness. They won’t work hard at learning a new thing, but they’ll work hard at doing what’s already not working. That’s the kind of progression I’m taking people through. And the highest level of value, are you ready? Drum roll please. Highest level of value is imagination. You use your mind to make money. That’s one of the resources, you use your mind. The other resource with your imagination to make money, is money. So those are the two resources you use your mind to make money with. Are there people who make money trading stocks and options and commodities and all that stuff? Are there people who do that? Absolutely. Are there people who lose money doing the same thing? What’s the difference? The difference is how they use their mind. So your mind is your greatest resource for creating wealth. But most people, we’ve been programmed our whole life not to think. Most people don’t think. They think they think. They just think they think, but what they really do is they’re really regurgitating pre-programmed responses that were programmed to them while they were plugged into the matrix and they think they’re having a thought. So Mind Over Money Mastery is a program where I teach you how to use the three highest level resources and the two highest levels of value and teach you how to use your mouth, mouth mastery. I teach you mind mastery and I teach you money mastery. That’s why it’s called Mind Over Money Mastery. Thank you.

It's amazing that marketers don't discuss this simple and lucrative funnel fix more often... On this episode of Marketing Secrets, we have the last bit of knowledge Russell wants to share from the affiliate mastermind. This time it is a tip from Trevor Chapman. Here are some of the super informative things you will hear in today’s episode: Why knowing that 68% of people leave a website before it’s finished loading is significant. How you can increase conversion just by making your page load faster. And how Clickfunnels can help you decrease your page loading times. So listen here to find out how making your page load faster could significantly improve your conversion rates. ---Transcript--- What’s up everybody, this is Russell Brunson and welcome to the last of the secrets I want to share with you from the affiliate mastermind. This one has to do with page load times. Okay, so I hope you have enjoyed some of the recaps we’ve shared this week. There’s one more cool thing I wanted to share with you. I’m not going to actually show you the video clip of it. But I do want to explain the concept because I think it’s pretty valid and I think it’s interesting and it’s something I’m going to be testing and it’s worth it for all you guys as well. So this actually came from Trevor Chapman, and Trevor is one of my inner circle members who was there. It’s interesting, he was talking about doing all sorts of stuff with his funnels trying to figure things out and he ended up starting to put Google analytics on stuff to look deeper at everything. And as he was looking at analytics he was trying to figure it out and he couldn’t find someone, so he’s like, “I gotta dig deep in this and try to figure some stuff out.” And a couple of things he found that were interesting and I think it’s worth listening to. So number one, he said that basically 68% of visitors, I don’t know if it was his page or if it was an industry stat from Google analytics, but 68% of people leave the page before it finishes loading. So they see your ad, they click on it, come over to the page, the page starts loading and 68% of them leave before the page finishes loading, which is interesting. So he started going back in and started saying, “My page is loading too slow. I need to increase my page load speed. If I’m losing 68% of people before the page even loads, that’s 2/3rds of my traffic or whatever the fraction is on that, never even see my ad.” So he started doing stuff to lower things. Lowering the image size, lowering page size, page structure, a bunch of stuff like that and increasing how fast the page loaded. And he got his, I can’t remember how much he decreased the load time, but from 25-30 seconds down to 10 seconds, down to 5 seconds. And as he did that he 2-3x’d his income. Not by changing the page or ad or anything, just by reducing, increasing the page load time, which was super fascinating. In fact, he kind of mocked, he teased me because the clickfunnels.com homepage right now, I don’t think I ever optimized those images, but it takes almost 30 full seconds to load the entire page, and he’s like I bet you 68% of people never see that thing. I’m like, “That sucks.” So that was kind of interesting. Then he made another observation that for me was super fascinating. He talked about how people like me say ugly pages convert better, or your page….a webinar registration page without a video on it increase conversation rates and all sorts of stuff. He’s like, “I always thought it was because ugly pages convert better. No, the problem is a lot of times pretty pages take way longer to load.” You’ve got beautiful background images and a video file and all that kind of stuff just takes longer to load. That’s why people are leaving. Where with the ugly ones, it’s just html code, there’s text and some stuff, they load faster and therefore instead of 68% of people leaving, it maybe drops down to 23%. You’re getting twice as much traffic just by increasing the load speed time. I thought that was fascinating and interesting. So I’m going to be doing some more testing, but I wanted to share with you guys, with everyone as your doing it, because I don’t know 100%, I take everything with a grain of salt, but I do think he’s onto something. I do think the page load time is interesting. I do know on the Clickfunnels side, this is something that should be comforting to you guys, Todd spends time every single month trying to decrease page load speed on our side, doing stuff to optimize the pages, get the code out faster, all those kind of things so that page load is happening faster. In fact, I’ve seen over the last probably year, I’ve seen him shave across network wide, tens of millions of pages  that people view every single day on ours, shaving time off by multiple seconds. So we’re always optimizing on our side. But you guys as you’re building pages in Clickfunnels, just know that. Know that, man if I have a background image, how big is that file? If it’s 3 megs and I got 3 of those things, that’s 9 megs just in background images. That’s not good, especially when you’re pulling it on your phone or mobile. It gets really, really bad. In fact, we just created a new tool inside Funnel University, for those of you who are Funnel U members, it should be there by the time you’re here. But it’s an image re-sizer. I had Dorel on my team build a little software app where basically you take a background image, throw it in this thing and what it’ll do is take an image that’s like 3 or 4 megs, you’ll click a button and it’ll pop the image back out, it looks exactly the same but it decreases the image size from 3 or 4 megs to like 300 megabytes or whatever, 1/10th the size. So I’m going  back to all my old images, my e-cover image, my picture image, any image I upload in Clickfunnels, I have on a page, I’m putting back through that thing and shrinking the size of it to increase page load time. Just know, those are things you should be looking at because, man, if you can increase your conversion by 10%, 20% 30% just by images loading faster, that’s a lot of money without having to write better copy or any of those kinds of things. Just page load time. So Trevor Chapman, thanks for bringing that top of mind to me. And hopefully everyone who’s listening on the podcast, it’s something definitely worth doing. And it’s something you should all look at. With that said, I hope you guys enjoyed this episode of Marketing Secrets podcast. If you loved this episode, a couple of things. Number one, please go and share with those who you love. Tell them to go subscribe and listen. Number two, please read a comment. I do read the comments over at itunes.com, leave a comment and let me know. Number three, the best thing you can do to increase us, right now, last I checked we’re number 5 in the business category, if we want to be number one, it’s all about listen time. The more you listen the higher we get ranked. So go and binge listen. Go back to episode number one, click play and let’s catch up on the last 5 years together. Basically since we started launching Clickfunnels is about the time I launched this podcast and you get to hear the ups and downs, behind the scenes. Everything we did to go from zero to over 100 million dollars in sales and it’s all free here on the podcast. You just gotta go binge listen at the very beginning. So come back to episode one, let’s have some fun and I hope you enjoy the podcast. I appreciate you guys being on here and we’ll talk to you guys soon. Bye.

Your supporters might be secretly mad at you if you're neglecting to do this simple thing. On this episode Russell talks about validation and why it’s important to validate people when they have done a great job. You’ll also hear from Julie Stoian at the mastermind event talking about how validation motivated her into working harder. Here are some of the cool things you will hear in today’s episode: How Julie helped Russell realize that he needs to be better about validating people when they do things well. Why Russell and Dave validating Julie motivated her to keep going and to work harder in the affiliate contest. And why validation is important in all aspects of life, not just business. Listen here for that and more on this episode of the Marketing Secrets podcast. ---Transcript--- What’s up everybody, this is Russell Brunson and welcome to another episode of the Marketing Secrets podcast. This one, we’re staying in the affiliate event. I’ve got so many more cool things to share with you guys. I want to talk about a concept that was brought to my attention again called validation. Alright so at this affiliate mastermind group we had again, our top 20 affiliates were there. And one of the people who came was an unlikely person on our leader board, I say unlikely because I didn’t know much about her prior to this, but now that I know her, it’s very likely. There’s a reason why she’s successful and I hope she knows that if she’s listening to this. But it’s Julie and if you guys watched the affiliate contest you saw it, she did awesome throughout the contest and she came in and ended up being on the top ten leader board, ended up being number 4 I believe in this contest. She has become the first Clickfunnels affiliate to win a car, Julie Stoian and a whole bunch of other awesome stuff. What’s interesting is she joined this contest, I didn’t know these things, it was in the middle of her moving, she was in the middle of her own product launch, a bunch of stuff and she started going and she started trying to be part of this launch and help support us. Throughout the launch, first off I guess and I didn’t know this, a bunch of people were doing Facebook Live’s with me and she wanted to do a Facebook Live and I guess she reached out to Dave and asked, and Dave was like, “We can’t, Russell’s got 30 a day and we just can’t do it.” And rightfully so, she was kind of upset about that. A little while later, other things happened and she kind of blew up and it was funny, it was the first time she’d really been brought to my attention. I was watching her videos and I was just like, man, she’s killing herself trying to help support us and I was so grateful for that. And she was upset, which always adds a little layer of whatever. I saw her video and I was just like, at first I was kind of hurt, oh man. Then I started comments and the more I started reading I was like, she said something that she kind of dropped in a comment, “He won’t even let me do an interview with him.” I was like, “She just wanted to do an interview?” So I just posted, “Do you just want to do an interview. We can do that.” And she wrote back, “Yes, I’d love to.”  I’m like, “Okay, if that’s it, let’s just do an interview, that’d be fine.” And we ended up doing the interview and she sold a bunch of books and she kept doing it and she ended up being number 4. And she came to this event and she was talking about the top 10 or 15 things she’d learned through this affiliate contest, which were really, really cool. I’m not going to share all of them, because obviously a lot of the stuff that was shared at the event is private for those who were there. But one of the things that was interesting is she talked about is just validation. How me and Dave Woodward on our team, how us validating her, is what got her to keep moving forward. And I’m going to show that clip really quick so you guys can kind of just hear her say in her own words why that was so important, because it’s interesting and I want you guys to hear that. And then when we come I wanted to kind of talk about that because it’s important to so many aspects of our lives. So let’s watch that clip right now. Julie: At one point in the contest, I was angry. I was really angry because I had asked for an interview and I didn’t get one, and then I saw other people getting one that were further down the list than me and I was just, I was mad and I felt like I was missing out and my feelings were hurt, but I was angry. So I posted on Facebook that I was mad about the $20 bid, and I also didn’t understand the context of the whole Dream 100 because I’d never gotten any of the other packages because I wasn’t part of Russell’s Dream 100. So I felt like I was in this ridiculous game where the rules were changing and I wanted their attention and I wasn’t getting it. Well Dave and Russell both validated me and from that moment on I went from “I don’t know if I want to do this. Maybe I’m going to quit.” To “I’m yours forever.” The validation that happened at that moment of being able to reach out and say, “I see you. I see what you’re doing, I’m appreciative. Do you want an interview?” I had all kinds of motivation I never had before. So in my own business, when I see my customers or my clients floundering but they’re really trying, and I’m not talking about the trolls and the thugs and the people who are just the complainers, but the people who are really trying and they’re just drowning. That one seed of “hey, I hear you.” Can change everything and that’s what it did for me. Because I was ready to quit and then Russell and Dave reached out and I was like, I’m not quitting. It completely changed it for me when you guys reached out. I was done. So in business that matters to me, and I think that’s how I’ve created customers for life in my own business. And why I got as far as I did. Russell: It’s interesting huh, how us validating her got her to go and do these things and to do stuff. I started thinking back about my life, in fact Brandon Fisher who’s one of our main video guys, he talked about this too as well. When I validate, or when someone validates his work or whatever it might be, how powerful that is. And a lot of time, and I forget this and I wish I was better at it. But a lot of times your employees or your spouse or your kids, a lot of times they’re doing stuff because they love you and appreciate you and want you to be happy and I think sometimes, especially in the business world we get caught up in, “What do they want? They want a raise.” And we think about that because it’s the monetary side. But a lot of times it’s, a lot of people that’s important obviously, but what’s more important sometimes is validation, saying “Thank you.” Saying, “You did a great job.” And I’m not perfect at that. I struggle with that. I wish I was better at that. But it kind of brought it back to my attention and I feel like the team we’ve built at Clickfunnels is second to none. And I feel like one of my roles that I need to become better at is validating people and just thanking them for what they do and telling them they did a good job and things like that. So I’m making more of a conscious effort of that, to do it more often. Because it’s been interesting, as I’ve built this company with my team, even when I said the word “I” right there, I said “I’ve been building..” I felt like that’s not true. Is that weird. I was like that wasn’t true. So let me step back, as we’ve been building Clickfunnels, because it has not been me. It’s been a team, an army of the most amazing people on earth who have built that together. A lot of times people think it’s me because I’m the bouncing monkey, “Oh get Clickfunnels.” But I’m just one little piece of this machine that’s been growing. A lot of times I get validation from the market, which makes me feel good. People like my comments, or they comment or share or whatever and I get the pat on the back for a job well done but for the rest of the team, they don’t necessarily get that. It’s just coming from me or coming from somebody else. So I think sometimes I forget that because I get the ego boost. I mean that’s why. Honestly though, why do I share so many videos? Why do I do podcasts? Why do I do so much stuff?  I like the validation. I like when I put something cool out there and people are like, “Dude, that was awesome.” I get that validation and I think too often I don’t give it to the people who are the rest of the army behind what we’re doing. And a lot of times my family, my kids, my wife….It was a good reminder for me, it was humbling. I hope it’s a good reminder for you too. With that said, thanks again for listening to this episode of the Marketing Secrets podcast. If you loved this episode, if you love anything you’ve learned so far, please share this. Let other people know about it. Last I checked we were number 5 in the business category. We’ve been beating out some of the legends and we’ve been there for a long time now. And the way we get to number one is you guys sharing, telling other people about it, binge listening. In fact, the best thing to increase the ratings of the podcast for all of us is for you guys to binge listen. So if you like this one, go back to episode number one and go through these things together this weekend and let’s binge listen together, it’ll be kind of fun. Appreciate you guys. We’ll see you guys on the next episode. Bye.

Do you say "yes" to too many opportunities? If so, this episode is for you. On today’s episode of Marketing Secrets, we hear another excerpt from the affiliate mastermind. We hear Garrett Pearson go over the rules he must follow in order to see a project through. Here are some of the awesome things to look for in this episode: Each of Garrett’s rules to follow to take on a new project, and why. And how the rules may vary in different businesses, but why it is important to figure out your own rules. So listen here to find out what rules a project must fall into for Garrett to take it on, and why you should be doing something similar with your own business. ---Transcript--- What’s up everybody, this is Russell. I want to welcome you back to the Marketing Secrets podcast. This episode I’m going to be talking about some of the rules you need to setup before you say yes to any project. So for today’s podcast, again this is another cool thing that we got from the affiliate mastermind group. One of my friends, his name is Garrett Pearson, he runs a bunch of cool companies, and we’re actually launching a company soon together, which I’m really excited for. I won’t ruin the surprise yet, but it is amazing and you’re going to go crazy. Should I tell you more? After you see the webinar you will want to create a software program inside of your company. That’s all I’m giving you. With that said, Garrett came and showed the business we’re building together, kind of presented it to all the affiliates, because again, I think that every affiliate, I think every business should have a software component to it. I think you’re kind of crazy if you don’t. Of all the businesses I’ve been in, I’ve been supplements, info products, ecommerce, everything, by far my favorite business ever is software, which is probably why I love software, as you can tell. But one thing that Garrett talked about, they have a list of rules that they, before they see a project, he’s like, “I have a new idea for a new software product every hour. If we didn’t have a filter…” and at first when he started his business, he didn’t. He’d just create everything. He said, “We created this filter.” So I asked him if he’d share that filter with everyone during the mastermind event. So I’m going to have him share that filter, I’m going to show you guys that clip right now. His filter may be different than your filter, but listen to this because you need to create your own filter. And I struggle with it as well. So many opportunities come by and I’m like, “Yes. Yes. Yes. Yes, I gotta say yes.” And it’s like, no you have to create a filter otherwise it will consume your whole business and life. It’s something that I’m working on and so it was a good reminder for me. So I want you guys to hear Garrett’s filter, the thing he runs things through before he jumps in and says yes to a project. So let me show you that clip right now. Garrett: We had to come up with a way to stop us from doing too much. Because you have to focus, like Russell said, you have to focus. So here’s how we stay grounded. We don’t do a software if it doesn’t pass all of these things, okay. So is it sexy, does your product fill a need or want in a desirable, attractive way? That’s pretty obvious right? You’ve got to find something that people want. More importantly in the software world, is it sticky? So in the software world, if you want recurring billing, you want recurring revenue, you need somebody that’s going to pay you over and over again, month after month, or year after year. So is it sticky? Is it going to be difficult or painful for a client to stop using our software. So Clickfunnels is a good example. I don’t know what Russell’s churn rate is, and that’s people that stop using it, but with the amount of users he has, that’s just part of doing business in the software world. But it’s super sticky, because if you’ve got ten funnels you’re not going to leave. Russell: Even if you hate me. Garrett: Exactly! You’re not going to leave, right?  So our shopper approved software, it’s a rating and review software for ecommerce companies. They start using us, they get even 50 reviews, they’re going to stay with us forever and keep paying us and paying us. So is it sticky? That’s really, really important. For example, with Allison’s, it’s definitely sexy, it’s definitely sticky because you’re going to keep using it over and over again, hopefully. So people are going to keep paying her month after month. Can you charge recurring billing? We don’t do anything unless we can charge recurring billing. So it’s very, very important because the recurring billing is where software, as we’ve already talked about today, why it’s the 9th wonder of the world. Can you sell it via call center? Now this is for us, these can be different for you guys. We love to sell our products in a call center. So for us, if we can’t sell it in a call center…for example, where something wouldn’t work for us, if it’s $47 a month. Because we can’t sell that in a call center because our guys won’t make enough money, our sales team won’t make enough money. So if we can’t sell it in a call center, we generally don’t do it. Can you promote it to your existing customers target market? Now this is for us, because we already have software in certain niches right. So we try to build stuff that we can sell to our existing customers, or that market. Now this software funnel is an exception, but sometimes you gotta make exceptions, right. Is it programming excessive? If it takes us more than 6 to 8 months to develop with one or two programmers, generally we won’t do it. Is it customer service friendly? It’s gotta be customer service friendly or it’s going to be a nightmare to work with over time. So those are the things that we go through and if it doesn’t pass those, we don’t do it. Russell: Alright to recap what Garrett said. Is it sexy? Is it sticky? Can you charge recurrent? Can you sell it through a call center? Can you promote it to existing customers? Is it programming excessive and support friendly? For them those are the filters they need to have. You don’t have to have the same filters for you. Sometimes you don’t want a call center. Maybe that’s the opposite filter, like it cannot be sold in a call center, it’s gotta be sold online. But you gotta pick your rules. These are the rules of what I’m willing to do and not willing to do. Otherwise, as I’ve found in my life, and I still struggle with it like I said. If you’re not careful, you’ll commit to too much stuff. If you suffer from over commitment, that’s the problem. I would definitely say that I fall in this trap. In fact, it’s been interesting, in the last two weeks, two people have been placed in my life. One I haven’t seen in 16 or 17 years, a spiritual leader who I have so much respect for, but I haven’t heard from him in 16 or 17 years, and I hear from him and a couple of weeks later he’s in my office, sitting there talking to me, and then he’s gone. And then, just today it happened again. Again, someone I respect a ton. And both of them basically said, almost word for word, said the same thing. “Russell, you gotta slow down. You need to be in this for the long haul.” I think God is telling me something consistently and I’m hearing it loud and clear and now I’m trying to figure out for myself, I’ve got to create my filters, I’ve got to create these rules for myself because as you guys can probably see, I’m running faster now. We’re doing a lot of stuff, which is good, it’s fun, I love it. But at the same time, if I’m not careful I’m going to burn out. I need to be in the for the long haul for myself to keep me happy in the long term in my life, for my customers, for my partners, for our employees, for everyone. So just a good reminder for me and hopefully for you as well. Thanks again for listening to the Marketing Secrets podcast, I hope you appreciate it, if you do, if you learn anything please share this with your friends. Please come into iTunes, please comment, let us know. We’ll talk to you guys soon. Bye everybody.

The harder you try to get it, the more success escapes you. On today’s episode we hear another clip of John Lee Dumas talking about a quote from Albert Einstein that taught him not to chase success. Here are some of the cool things you will hear on this episode: Why being a person of value is more important than being a person of success. How being a person of value will lead to success. And what JLD’s 3 special ingredients for success are. Listen hear to hear John Lee Dumas explain how being a person of value led to being a person of success. ---Transcript--- What’s up everybody, this is Russell Brunson and the Marketing Secrets podcast. I’ve got another really cool thing to share with you from our recent affiliate mastermind. Alright everybody, this is one that I thought was really powerful. This was also a really cool strategy shared by JLD, John Lee Dumas of EO on Fire and he talked about when he was growing up he wanted to be successful. So he was doing things to make him successful. He was going to school, getting jobs, trying to become successful and somewhere in this journey he said that he heard a quote from Albert Einstein and the quote, I’m probably going to mess this up. Let’s do this, I’m going to cut to the clip so you can hear him actually say it and tell the story, because he’ll say it more articulate than I can. So let’s listen to that clip right now and we’ll come right back. JLD: So at 32 Years old I kind of had this realization when I read this quote by Albert Einstein, which was, “Try not to become a person of success, but rather a person of value.” And I was like, I’ve been trying to become a person of success my whole life and it hasn’t really worked. So what is this value thing? So I started really doing some research on what it meant to be a person of value and that’s when I started looking around my world saying what people are adding value into my life? And those people, really in 2012, were podcasters. I was like, these people are adding free value to my life and they’re amazing. Maybe this is something I can look at. So this is something that led me down the path of launching my own podcast so that I could then create free, valuable, and consistent content. That’s my 3 special ingredients for success. Because I deliver free, valuable and consistent content, I was able to grow an audience. Russell: So I thought that was such a key because I know that for most of us, for me, I want to be successful and if we’re running towards success, a lot of times we don’t realize that that’s not what makes you successful. It’s figuring out how to provide value, how to be a person of value. That is the key. And when you do that you’ll get the success that you want. There’s so many things in life that we have that problem where there’s a direct path to success, but instead of going and getting it, we go and do things on these huge loops to try to get the success we want. One of the funny ones, when I first started working with Tony Robbins, started learning all his 6 human needs and things like that, it was interesting because prior to that my wife and I had a conversation. I was out there trying to build this business, trying to do all these cool things and trying to impress her so that we would have more love and connection between me and her. And I was going on this huge route trying to get more love and connection. I remember one day I came home and I was all excited about this stuff and my wife you could tell that she missed me and she was like, “I just wish you’d come home.” And I was like, “What? I’m doing all these things for us.” As sometimes we say. And as I thought more about it I was like, I’m doing these things for myself. I’m trying to feel more significant, more of all these kind of things so that I can impress her so that we can have love and connection. I’m going on this huge route to get love and connection where I could have just come home and gotten the same love and connection. It’s just interesting sometimes as humans we go on this route. And I think this is one of the things I got out of the affiliate mastermind. It was just like, if you want to be a person of success, don’t pursue success, pursue being a person of value and the person the provides the most value to the audience, to the people, to become successful. If you understand that, the game changes. Hope that helps, hope you guys enjoyed this podcast. Thanks again for listening to Marketing Secrets. Please, if you like this episode or any of the episodes, share it, comment on it, love to hear it. I appreciate you guys listening and I’ll see you guys on the next episode. Bye.

In my 15 years of doing business, I've never heard this critical business concept explained so perfectly. On this episode of Marketing Secrets Russell lets you listen to how John Lee Dumas describes his ideal and perfect customer. Here are some cool things you will hear: Why you need to be able to describe your ideal customer in detail in order to appeal to them. Why it’s a good idea to make decisions based on what your ideal customer would like. And why creating a few calls to action based on your customers needs will be beneficial. So listen here to find out what John Lee Dumas’s perfect customer is like, and how you can nail yours down as well. ---Transcript--- What’s up everybody, this is Russell Brunson. Welcome to the Marketing Secrets podcast. Today I’ll take you behind the scenes of our recent affiliate mastermind talking about building out your customer avatar. Alright everyone, so this last week we did an affiliate event for my top 20 affiliates for the Expert Secrets book, which was really cool. We had them all fly out here to Boise, we hung out, shared ideas, talked and it was really, really cool. In fact, the next few episodes of the podcast, I’m actually going to do right here in my home office. I’m here right now and I’ve got my notebook with a whole bunch of cool stuff and there are a whole bunch of really good takeaways that I think were valuable enough to share with you. We also happened to film the event, so I’m going to get Brandon on my team to grab some of those clips and plug them into here so you can actually see some of the footage and some of the ideas and concepts, I think are really, really important. I know the last few podcasts I’ve done have been some long ones. Some an hour long, 90 minutes, so I’m going to get back to a shorter form to share some of the really cool things. So first I want to talk about JLD, John Lee Dumas from Entrepreneur On Fire, who is I think the number one Clickfunnels affiliate right now. He’s going to be the first affiliate in Clickfunnels to make a million dollars himself, that’s his goal and he’s killing it. He’s also probably one of the lowest maintenance, if not the lowest maintenance affiliates I’ve ever had and partners. He’s just an awesome dude, and I love him and love working with him and it’s awesome. So he was at the event and what was cool was that we had him do some Q&A with the group and somebody asked him, “I’m building a podcast,” and the first thing JLD asked was “Who’s it for?” and they’re like, “It’s for this kind of person, this kind of person, and this kind of person.” He’s like, “There’s your problem, you need to be able to identify exactly who your person is.” And then he went into this state where he shared exactly who his dream customer, his dream client was. I’ve never in the history of me doing this business, which is now 14 or 15 years heard someone more perfectly explain their customer avatar than JLD did in that moment. And I’m so glad we got it on film. I’m going to play that clip for you right now so you can see exactly what he said. And as you’re listening to this I want you thinking through that because that is how clear you have to be on exactly who your customer is, and that way you create your product, your podcast, whatever it is you’re doing, you match it to your customer and that is the secret. So let me show you that clip right now. JLD: So who’s you’re perfect listener? Audience member: Our perfect listener would be a business owner, or an entrepreneur, or a real estate investor. JLD: So that’s really vague. Perfect listener should just be that one individual that you see as that perfect, ideal client. Because once you’ve made that step and that decision as a podcast host, everything changes. So for me, when I was trying to figure out what I wanted Entrepreneur On Fire to be I was overwhelmed because it was hard for me to find what the path that I wanted to take my listeners on. When I really sat down and said okay, my listener, or my avatar is Jimmy. He’s 37 years old, he has a wife and two kids ages three to five. He drives by himself to work every single day, it’s a 25 minute commute to work. He gets to a cubical at a job he hates for 9 hours. He gets done with his job, drives home, it’s a 35 minute commute home. He gets stuck in a little bit of traffic. He gets home and hangs out with his kids, has dinner with his family, puts his kids to bed, hangs out with his wife and then he has a little Jimmy pity party at the end of every single night because he’s sitting on the couch saying ‘Why do I spend 90% of my waking hours doing things that I don’t enjoy doing? Commuting to a job I don’t like, being at a job I don’t like, commuting home and only 10% of my waking hours doing things that I love. Like spending time with my kids and my family.’ Jimmy is my avatar, he’s the person that, as he’s driving to work, should be listening to Entrepreneur On Fire so that when my guest is sharing their worst entrepreneurial moments he can understand that it’s okay to fail. That you can learn lessons from failure. And that when he’s driving home and my guest talks about their aha moment, he can talk about how you take an aha moment and turn it into success. And then instead of having that pity party at night by himself on a couch, he can listen to the lightning round where my guest is sharing their best advice they’ve ever had, their favorite book, their favorite resource, so he can start to put together the pieces of the puzzle. So for me, whenever I come up to any question I have above the direction of my podcast, I go to my avatar and I say, “WWJD, what would Jimmy do?”  And I know from that one answer that that’s the way I gotta go. So if you sit down and really say hey, this really is the one perfect listener of my podcast, then you’re going to know that person inside and out. You’re going to know where  that person hangs out, what Facebook groups they’re in, what LinkedIn groups they’re in. How to advertize to them, what lead or ad is going to be appealing to them on Facebook, that’s going to get them to download it and be promoted to your show. And again, this is you ideal, perfect client. You can probably picture right now, this person that whenever he sits down in front of you, you’re just like, “Dude, you’re like my favorite client.” And he’s like, “I know I’m your favorite client.” That’s the person that you want to be drawing in. So if you sit down and really just figure out who your perfect one ideal listener is, everything changes from that point forward and all the decisions you make are based off of that. So every piece of content you make for your podcast is speaking to that avatar, that one person. Every call to action you give, every intro, and every call to action, and every outro is for a specific purpose. So for instance, in my podcast, Entrepreneur On Fire, you’ll hear me, I have seven rotating calls to action on my intro’s and outro’s. One’s going to say, “Hey this John Lee Dumas of Entrepreneur On Fire where I interview the world’s most successful entrepreneurs 7 days a week. By the way if you’re struggling with a goal right now, you should check out the Freedom Journal, because I teach you how to accomplish your number one goal in 100 days, so visit thefreedomjournal.com” And that will be one call to action that will bring people down one specific funnel that will result in them purchasing my journal, the Freedom Journal, for $39. And then I have the call to action in my outro that says, “Hey guys, I hope you enjoyed the chat with Russell today. He rocked the mic as always. Oh, by the way, if you’re thinking about creating your own course, your own podcast, I have a free course called Free Podcast course, it’ll teach you how to create, grow and monetize your own podcast in 15 days. So then they’ll go to that URL, they’ll sign up for the free podcasting course, which lead them to my free master class, which I do every two weeks live. And then the master class will lead to me pitching them Podcaster’s Paradise, which is what we have for our premium podcasting community. So every single call to action I have is for Jimmy to take him into one of my 7 or 8 functioning funnels that I have to result in some kind of revenue being generated at the end. So I think the steps you can and should take is really nail your avatar, understand who that person is as an individual, and then start creating one, two, three calls to action that you’re using in your intros and your outros that are getting them into a beginning part of a funnel, that’s going to result in your ideal action, which might be a phone call. Which might be, whatever, you know, investigating their first dollar with your company. Whatever that result is, that’s the funnel you’re taking them in. Does that make sense?  I hope you guys loved that. As he was talking I was trying to take notes. I’m like, oh good we got a video. It’s pretty powerful and I want to make sure you guys all know your customer avatar that clear as well. If not, it’s time to do your homework, stop the podcast and go think through that. Because as soon as it becomes that tangible, where you know who they, everything else becomes easier. With that said, thanks you guys so much for listening and we’ll see you on next week’s episode of the Marketing Secret’s podcast.

If you’re not as successful yet as you’d like to be… I know why. This episode I went off on a 96 minute rant that’ll get you back on track. On today’s special road trip edition of the podcast Russell talks about some exciting events coming up, some personal development rules he follows, and why it’s okay for people to outgrow Clickfunnels. Here are some of the cool things to look forward to in this episode: The viral video by the Harmon Brothers and the kind of party that is planned for it. Why Russell thinks studying, learning and geeking out on the marketing of your product is the key to success. Why it’s okay to be greedy in the initial stages of your business. How building and growing a business is similar to making, being pregnant with, and birthing a baby. What the 3 steps toward personal development that Russell follows are. Why you need to be willing to take risks. What some Clickfunnels clients are doing that they shouldn’t and why Russell is a little pissed off about it. And much, much more. So listen here to hear this extra long, extra informative and extra exciting episode of Marketing Secrets. ---Transcript--- What’s up everybody, this is Russell Brunson. Welcome to a special edition, a road trip version, edition, whatever you want to call it of Marketing Secrets podcast. I feel like we’re going old school, for our long time friends and followers, this is like a Marketing In Your Car.  But I’ve got a long drive ahead and I want to welcome you guys to the podcast. Alright, alright everybody. I just started a super long road trip heading to Burley, Idaho. It is my wife’s grandma’s 100th birthday. So we’re heading down to the big birthday party. Isn’t that crazy, 100 years old! It’s really, really fun. My wife and kids actually left a day and a half ago. I had to get some stuff done, so now I’m heading down for the big party. So basically I have a two hour road trip and was heading out the door, super excited and I’m totally unprepared. I forgot my camera to record podcasts, I forgot my little ear buds, I forgot my sunglasses. Oh well, what can you do? I forgot my battery charger for my phone, oh well I’m still excited. So I’m heading down and I’ve got some time to talk to you guys. So I wanted to share some cool things. First off, one thing we’re working on is, as you’ve probably heard, we’re about to launch our viral video with the Harmon Brothers. They’re the guys that did Squatty Potty and Poopourri and all the other awesome things. What’s funny, everyone asks me, “Oh I want to hire them too, their stuff is awesome. How much does it cost?” and I think people think the quote is going to be like 10 or 15 grand or something, but it’s actually half a million dollars to hire them to do a 3 minute video for you. It’s not cheap. So we paid a lot of money to get this video created and then I was like man, most people do a video and then they launch it and it kind of just, you hope it goes well and sometimes it does, but I’m like, if we’re going to launch it, I want as much oompf behind it as humanly possible. So I was like, we need to do a launch party. So that was kind of the first thought, but how do we do a launch party? I’ve never done one before but it’s gotta be just kind of like a regular party. Well maybe we should get some cool speakers, some cool influencers and affiliates out here, so who would be cool to have? Oh Gary Vaynerchuk would be cool. He’s not speaking at Funnel Hacking Live, but he’d be a really cool fit for this event. So we called him up, he said yes. We had to pay him about 100 grand to get him to come to Boise to speak. But we’re like where in Boise is actually cool enough to host an event like this? There’s not a lot of cool hotels. So the Boise State football stadium, the big Skybox there, is kind of cool and hold 3 or 400 people. So we’re like, cool we’ll do this. We rent the Skybox, but who are we going to invite. We need to make this really, really cool. I think it was Alex Charfen told me this, it might not have been him, but I think it was. Basically said that entrepreneurs like to create events out of everything to make it memorable for them and for everybody else. So I was like, we need to make a big event. So anyway, it just keeps getting bigger and bigger. We can invite our affiliates, that’ll be kind of fun, we’ll invite a bunch of them. But who else can we invite that can share this video? We can invite people that aren’t necessarily our affiliates, just other influencers that if they share the video it would dramatically boost it. So okay, let’s do that. So we set up this event, I was going to speak, Harmon Brothers were going to speak, Gary was going to speak, then we start reaching out to influencers and they’re like, “We don’t really care about people speaking. We want a party.” And we’re like, it’s going to be kind of a fun party. We’re all fun people. They’re like, “No we need a real party.” So we’re like, how do we throw a real party? So we started just kind of brainstorming and what came out of the brainstorm was what if we rented out the actual football stadium and tried to play bubble soccer, that’d be kind of fun. What if instead of playing bubble soccer, what if we tried to play the biggest game of bubble soccer ever? What if we had the Guinness Book of World Records come and…. Anyway, that was kind of the initial crazy thought and then Dave was like, “I’m going to figure out how to make this work.” So Dave spent the next two weeks on the phone getting the Guinness Book of World Records, and then getting Boise State to let us come, and all the licensing fees and it’s been this insane project. So we got all that done. We don’t have any influencers who have kind of, we’re in this thing with a lot of money. We have no influencers actually coming. So then I was like, okay, I have to go old school. Practice what I preach. So the last two days I’ve sat in this car and recorded almost 200 videos, personalized videos for all these influencers, which was a lot of work. We made a page, 200 pages for 200 different influencers and now Monday, we’re in the process of contacting all of them and inviting them to this huge party. Anyway, it’s been crazy and none of them may come, but hopefully they will. But regardless it’ll be a fun party. We’re going to set a world record, we’re going to launch a viral video and that’s one of the many things we’re doing. We also have 12 events in the next 43 days happening in Boise. One of them just got done so it’s actually down to 11. Monday we have a design-a-thon where we’ve got 30 designers coming out and we’re busting out a whole bunch of new templates for the Marketplace that’s launching during the new onboarding, everything’s going live in Clickfunnels when the viral videos hits and about a billion other things. It’s crazy. The next 45 days will probably be the most stressful, crazy days of my life. But if we can pull it off, it’s going to be nuts. I keep saying that, I did the same thing with the book launch. I think there’s something about me, I think something’s wrong, the wiring in my head where I always think that after this life will get normal again. But then I just keep stacking things on. I think part of it is just momentum, it’s hard to get momentum for a lot of people. But when you have momentum you don’t want to slow down, you want to keep riding the wave. So I feel like I’m 14 minutes into my 15 minutes of fame and I’m enjoying the ride and I don’t want to slow down, so I’m like, we just keep rolling stuff out. We’re launching a new book, the Funnel Hacker Cookbook, this month. It’s crazy. If you guys could see what’s actually happening behind the scenes, I don’t think you’d actually believe it. Funnel Hacker TV, we started filming that because we wanted to show people, but that’s still just a glimpse, it doesn’t come close to everything that’s actually happening. It’s nuts. Alright, so for you guys I wanted to share, because I’ve been thinking a lot about this last night as I was working super late. I was like, why am I here? It’s been two nights that I’ve been here until like 2:30 in the morning and I’m loving it. Outside of hanging out with my kids, there’s nothing else I would rather do than that. And I’m like, how do I get people to where they’re this passionate about what they do and their business and what they’re selling? I did a podcast a little while ago talking about the number one trait I found between entrepreneurs who are successful and those who aren’t and the biggest trait is that the ones who are super successful, they’re the ones who are extremely passionate, not just about their product but about the marketing of their product.  They start geeking out on the marketing. That’s the key. Those who obsess with the marketing are the ones who have the most success, which is why for me it’s been a big deal, that’s why I wrote the Dotcom Secrets book and the Expert Secrets book, and why I do the events. All the stuff I do is because my goal is to get you guys, I want to make marketing and sales fun. If this is something that you guys, if I could make this the entertainment. To study and learn and geek out on the marketing, then that’s been my mission on this earth. Because when I was learning this stuff, it was exciting for me but honestly it was kind of boring. The people teaching and talking about marketing, yawn, they were boring and I had to wade through a lot of boring crap and now I’m trying to make it exciting. I’m trying to bring my raw passion to you guys and I hope I’m doing my job. I’m doing my best. Because if you get pumped up and fired up about the marketing of your thing, then that’s how you get the ability to make money, free yourself, and give you the ability to not just make the money but impact more people and serve more people and that’s the goal. So I’m thinking, outside of me just everyday trying to get you guys pumped and excited and fired up about how much fun the marketing of your thing can be, I was thinking about this last night, how do I just take that part of my brain out and shove it into your brain so you’re fired up. I started thinking about it and I think the key for someone to be truly passionate about the marketing and the selling of their thing, they first have to be truly passionate about their thing. Because you think about that, I talked a little bit about this in the Expert Secrets book, initially you don’t wake up, well I did, but I think most people don’t, maybe that was my gift of whatever. But most people don’t wake up excited, “I’m going to learn how to do marketing!” It’s not the thing that pumps people up. But there’s something else that happens, there’s something that you got excited about in your life. It could a book you read, it could be audio, could be video, could be just a weird thing, I don’t know. Whatever it is that your thing is. Everyone has their thing, your thing is something. So your thing that got you pumped up, whatever that was, I want you to think about that because that’s the key that unlocks everything. First you get excited about that thing because it’s exciting to you. You go through this time of growth. You start studying it and you learn and geek out and start growing and growing and growing and growing and at first it’s honestly kind of a selfish thing. There’s nothing wrong with that. What’s the dude from Wallstreet say? Greed is good. Initially it is, I think. Not long term, but short term greed is good. Greed is what gets you to unbalance your life in a way initially, not long term but initially. Initially you have unbalance your life to focus on a thing to have greatness come. When I met my beautiful wife and I wanted to fall in love with her, for me to be successful in that I had to be greedy. I had to shift all my time and all the other stuff I was doing and other people and other things. I had to unbalance my life to focus everything on that relationship so that we could fall in love and get married. The same thing happened with business. The same thing happened with wrestling. When I started wrestling, I had to be greedy about that thing. I had to get so unbalanced in every other thing in my life and just focus on that thing, because that’s what it takes to be great at anything, right. That raw passion. So first, the greed of that thing, of you desiring that thing is what initially starts. Some of you guys it was weight loss, some of you guys it was Biohacking, some of you guys it was finance, some of you guys it was history. It doesn’t matter, whatever it is that you geek out about. So the greed of the excitement that you feel initially for that thing is what makes it so you can completely unbalance your life and absorb and go into that thing. That’s the first key because to be an expert, to be able to share your message, all those things we talk about and to actually care about the marketing about your thing, you’ve got to be ridiculously passionate about the thing first. Otherwise you’re not going to wade into this territory, you’re going to go through all the pain of being an entrepreneur and getting that thing out into the world. Because I know a lot of us paint this beautiful picture of entrepreneurship and it is eventually, but initially it’s not. Initially it sucks. Initially you have to go through so much. It’s like giving birth. My wife has given birth to 5 kids, 4 times, one time was twins. Giving birth is not pleasurable. The initial thought of it, that creates the baby. That’s pleasurable just like your business, the thought of it is exciting. You’re romantic about the thing you’re going to create. Sorry, my jeep is super loud when I go into overdrive. Anyway, that’s pleasurable, we all enjoy that. I enjoyed what it took to get my wife pregnant, that’s awesome I enjoyed what it took to create the seed of Clickfunnels and the business, right. That part’s fun, and then after the romantic side happens, for pregnancy there’s nine months of pain for the woman. My wife, I watched her go through this 4 times. She gained weight, she felt horrible, she felt sick, she was throwing up. Business is the same way, after you go through the romantic part, now it’s painful. You have to work hard and you can’t sleep and you have to deprive yourself of friends and family and life and all the pleasures in life to birth this thing that you have. And most people give up during the birthing process, because it sucks. With a baby you got no option, the baby’s coming whether you want it to or not, but the birthing of a business and to be an entrepreneur, it’s so painful most people don’t make it through it. They always say that 1 out of 100 businesses succeed, but the reality, 1 out of a million businesses never even get to fruition because the idea is planted, but the birthing of the thing never happens because it’s so painful. So if you’re not obsessively, insanely passionate about your thing, I’ve got to break it to you, it’s going to be hard to birth it. Those hard times come and it sucks. So I think that not only do you have to become passionate about the market, because I’m trying to make that part fun, so the birthing process is actually fun. Maybe I’m the equivalent of the hypno-birthing class. My wife and I did hypno-birthing for the last kid, which was actually really cool. We did classes and they tried to make it really, really fun. So maybe I’m the hypno-birthing coach. Trying to make the process of birth fun for you even though you know it’s still going to suck. But maybe you can have a good time along the way, you should, it is really fun. But I was like, if you’re going to go through that birth process, you have to be so excited about the baby, that’s the key. My wife and I were so excited about the twins, we were so excited for the other kids and that’s why she was willing to endure that pain because we were so passionate and excited about the kids. So for you, it starts with before you can be an entrepreneur, before you can birth this thing, you have to be insanely passionate about your thing. And there are people who will tell you otherwise. “No, it’s math…blah blah.” I don’t know, I think you can make money without passion, but you can’t leave a legacy, you can’t do what’s really important without it. So my next phase of this, we got a long road trip, you guys. I hope you don’t mind. But the next phase of this is how you become passionate about this thing? You’re like, Russell I see you. You’re jumping around, excited, screaming every single day, but I wake up in the morning and I’m tired. I wake up in the morning and I don’t always feel that passion. And I get that. I want to share some stuff, this is maybe personal development, according to Russell. I don’t teach personal development, I probably never will, but I have my thoughts on it, I have my feelings. So I do a lot of it myself. So I’m going to give you, during our road trip together, some of my thoughts and the personal development stuff that I had to go through and we have to go through and hopefully some of these things will help. So number one, the first thing is all of you guys, you’ve got to quit being so bleh. That’s the official term for it, bleh. My daughter, she puts on this little monster mask, it’s so cute and then she’ll go “bleh.” That’s what most of you guys are doing. If I ask you what you’re working on, you’re like, “Bleh.” You’ve got to be excited, if you’ve listened to the podcast, probably three hundred episodes ago I did one talking about being awesome. People always ask you, “How are you doing?” and everyone goes, “I’m alright. I’m doing okay.” First off, if you’re doing okay, it means your life sucks. You need to stop it. “I’m doing okay.” My kids, I told them, when somebody asks you how you’re doing, you never say I’m doing okay. I’m doing good. Good is the enemy to great. If you’re doing good, that’s not a good thing. If you’re going to change the world you can’t be like, “I’m doing good. It’s alright.” Notice this, everyone will ask how you’re doing and you’ll always say doing good. First thing to change, you are no longer doing good. You are doing awesome, all the time. My kids, if you ask them, “How you doing?” “Awesome.” If you ask me, “How you doing?” “Awesome.” You need to reprogram your brain from “I’m doing alright.” To being awesome. When people ask you that from now on, this is rule number one, you have to say you’re doing awesome. It may seem like a dumb thing, but you will see how it changes people around you. “How you doing?” “I’m doing awesome.” They’re like, “Really. Huh, nobody ever says that.” If you say you’re doing good, bleh. You just did that, bleh. You pulled an Ellie, a monster Ellie. Ellie’s my daughter that does that, bleh. So no more bleh’s. You’re doing awesome. And if you don’t feel awesome, guess what the first step to feeling awesome is? Saying that you’re feeling awesome. Okay, that’s number one. Number two, stay in control. If you ever go to a Tony Robbins event, which you should, if you don’t you’re insane. I’m not allowed to say yet, but he may be hanging out with us at our next Funnel Hacking Live event. But regardless, you should go to at least UPW. You get to walk on fire and hopefully have a chance to go to Date with Destiny as well. If you really want to have a shift in your life, Tony is the person that will take you and shift you. That’s why I don’t teach personal development because Tony is the best in the world and I couldn’t do better, even remotely close, so I’m not even going to try. If I felt like I could I probably would go and try to serve that market, but Tony’s the best, so I’m not going to. So I leave it to Tony and also Brendon Burchard, Brendon’s the man. Tony and Brendon, those dudes will shift yourself, personal development wise, so go and study them. Tony especially, because walking on fire is insanely cool. But one of the main things you learn in Date with Destiny is a thing called state control. So state is the thing that you are in as you are doing something. Sometimes you’re in a happy state, and a bleh state. Most of us we live our lives in a bleh state. You have to learn how to change your state like this. The coolest thing I learned from Tony is that I actually control the state I’m in. I don’t think most people understand that. You control the state you’re in. You can change it, you can be depressed or be happy, you can change it that fast. When I learned that and became aware of it, it was insanely cool. I would have a long horrible day at the office. I’d be beat up and tired, worn out, come home and as most people do, I could walk through the door and be like, bleh. Be a bleh dad. But I was like, no. I don’t want to be a bleh dad. So I walk in tired, beat up, angry sometimes, frustrated, all the crap you go through sometimes during the day, I get to the door and I say, I could either walk in and be a bleh dad, or I can change my state. What am I going to do? I’m going to freaking change my state. So I do what Tony Robbins talks about, there’s three things he calls the triad. I make these three shifts in my life, my physiology, my focus, my meaning, I shift those things and boom, that fast I walk in and guess what? I’m not a bleh dad, I’m a freaking awesome dad. I have fun with my kids, I play with my kids, and they’re going to remember that. When I walk in the office, some days I haven’t slept for more than an hour. I walk into the office and guess what I feel like? I feel like I want to die sometimes, I’m so tired. I walk in and could be like, bleh. But guess what happens if I walk in at state, guess what happens to all the people around me? They will match my state, because I’m the leader. If I walk in like bleh, they will all become bleh. This is the official term by the way, it’s bleh. So if I walk in bleh, they’re all going to be bleh. If I walk in at a freaking ten, they are all going to rise to my level, to my state. State control is huge. You can control your own state, but the other cool thing is that you can control the state of the people that are around you. People always come to our office and they’re like, “Is it always like this?” the answer is yes. Why is it like this? It’s because I’m freaking setting the pace when I walk in during the day. I walk in knowing that the pace that I set, everyone’s going to match me at that pace. If I come in bleh, they’re going to be bleh. I work with other companies, and partners and friends and people and what’s interesting, we will work with employees of a business owner and whatever the state of the business owner is, and you know that by seeing their videos and all their stuff, the entire company matches that state. It’s insane. So if I want to dominate the world, I gotta learn to change my state. So understanding state control is huge and so much more simple than you think. Tony Robbins talked about, go to UPW. There’s three things, he calls it a triad, there’s three things that are involved in state control. I’ll kind of go through these, I’ll probably just slaughter them, so go study Tony. Worst case, go to YouTube and type in “Tony Robbins State Control” or something, I’m sure you can get some videos of him teaching it as well. But the triad, there’s three things you gotta change. The first thing is your physiology. You’re body, this amazing gift that God has given us functions and drives everything. Have you ever notice that depressed people look depressed? Bleh. Sad people what do they do? They look sad. They’re body matches and mirrors how they feel. So a lot of times you think, “I’m sad, that’s why my body’s like this. My shoulders are drooping because I’m bleh.” Sometimes, because your body’s drooping, that’s why you’re sad. Just changing your physiology, changing your state, how you hold your body, will actually change how you feel. It’s insane. He talked about a group of people who were clinically depressed, not just I’m depressed, I’m sad, clinically depressed. They were in a clinic, they were in rehab because they had such bad depression. They took this group of like 50 clinically depressed people and took them off all their depression medication, which all medication really does is change your state. Changes our physiology, honestly we’ll talk about that in a minute, but it takes them off all their meds and makes them stand in front of a mirror for thirty minutes a day, with their shoulders back, smiling. Even if it’s a fake smile, or angry, makes them smile for thirty minutes. Guess what happened? Just by changing their physiology and forcing themselves to smile for 30 days, every one of the people who had clinical depression were healed. They were miraculously saved from their depression. Now there are times when, I have friends and family members that deal with depression, so I’m not short changing that, but I promise you that by shifting your physiology you can shift everything. It’s huge. I’ve seen people who are depressed shift their state, shift their body and they get un-depressed. It’s crazy. So if I want to be in a happy mood, if I want to be in a good state for my kids, my wife, my whatever. If I’m going to a meeting or whatever, the state, how I hold my body has a ton to do, 50% of how I enter a room has to do with the outcome of what’s going to happen. That’s not scientifically proven, that’s just what I’m guestimating based on what happens. That’s a big thing. So figure that out. How do you control your body? Look at what depressed people look like and if you hold your body in a way that depressed people hold their body, you’re going to be depressed. If you hold your body the way sad people hold it, you’re going to be sad. If you hold it in a way of the happy people, you’re going to be happy. Look right here right now, do I look happy? The reason why I’m doing this, if you watch Funnel Hacker TV, “Why is Russell so excited?” Because when I’m in an excited mood, I feel better, I get more done. I get people around me to raise to my level of vibration and they get excited as well. There’s this weird thing, and this is scriptural, for those that are the church going folk, and those who aren’t it doesn’t even matter. Light cleaveth to light and dark cleaveth to darkness. One of my coaches, Tara Williams talks about this all the time, vibes, vibrations. People like, “He’s got a good vibe, she’s got a good vibe.” Sense the vibration. And if you think of this like tuning forks. Let’s say you have a tuning fork here and you want to, if you hit two tuning forks next to each other, they will eventually match their vibrations. There’s a high pitched one, a low pitched one, they will meet in the middle because vibrations match. Light cleaveth to light, dark to dark. The same thing happens with you. If you come in and you’re a tuning fork and your vibration’s high, people are going to suck you down to their level and you’ll be depressed. Or you’re going to come in and freaking just blow your mind with the level of energy and vibration and everybody will rise to you. You have to understand that. They’re either going to suck you down, or you’re going to rise up. That’s one part of state control, is understanding that your body has so much to do with it. Now that you understand that, how else can you control your body? This is why us nerdy, entrepreneur, biohacking people talk about the importance of our body. Alex Charfen at the Pirates Cove mastermind said that “for any of you entrepreneurs that aren’t treating your body like a professional athlete, you’re insane. You’re doing things that professional athletes aren’t. You’re trying to accomplish things that they can’t even fathom. If you’re not taking care of your body, you’re insane.” It’s true, what you put into your body effects your physiology. When I eat crap, guess how I feel? Crap. People always ask me why I take so many supplements. Because different supplements I take effect my physiology. I have rules with my supplements. Most of you all know, I’m a Mormon, therefore I don’t do a lot of things. I don’t do alcohol, tobacco, coffee, tea, any other crazy stuff, I don’t do a lot of these, but there’s some supplements that I do take because they affect my physiology. I do take some caffeine, because caffeine affects you physiology. You take it, it increases your energy. Your physiology changes, it helps me get into state faster. There’s other supplements I take, I could go days on supplements, but there’s things I take because they affect my physiology. There’s things I don’t eat because they affect my physiology. If you look at how I eat, I usually don’t eat breakfast. The reason why is breakfast typically makes me feel sluggish and tired, my physiology goes down. I usually eat one huge meal a day. When I’m at the office Melanie makes me this huge salad, it’s got high fats, tons of vegetables, I eat it and there’s almost no carbs outside of the carbs inside of vegetables because carbs make me feel sluggish and tired. I don’t want to feel tired. So I just eat the vegetables meats and fats because that keeps my energy, my physiology good. When I’m at home, if I’m going to eat junk, typically I eat it at the end of the night, when I’m about to go to bed, because at that point I don’t care about my physiology, I’m going to fall asleep. But I don’t eat at dinner, I usually won’t eat all the other nice stuff. I’ll go and pick the veggies, the meat off, whatever my wife makes and I’ll eat that because I know that if I eat the rice and the carbs, stuff like that, guess what happens? My physiology drains and I’m going to be a worse dad for my kids. I know how it works. So if I want to stay in peak state for my kids, I have to stay in, I gotta keep my physiology going, so I’m very careful of what I eat. Sometimes, I’m not as good as a lot of my biohacking buddies, sometimes I just screw up, and if my physiology…this is probably the bad thing. This is the negative of personal development. But if I eat something and feel like crap, I’m like, “Well, I feel like crap. I’m going to feel like crap no matter what, I might as well make my taste buds feel good.” So then I go all out and if I have a bad day, I have a really bad day. Because I’m physiologically jacked anyway, let’s have some fun. Anyway, there you go. Alright, that’s number one. Number two side of the pillar of Tony’s triad is shifting what you focus on. Have you noticed that depressed people focus on depressing things? Have you noticed that happy people focus on happy things? But Russell, there’s so much sad things happening in the world. I know there is, but guess what I don’t focus on? The sad things that are happening in the world. Guess what I don’t watch? The freaking news. Want to know why? Because the news focuses on depressing things. I don’t want to be depressed. I don’t listen to depressing things. I try to focus on people and things that get me pumped up. I listen to podcasts of people that inspire me, that get me excited. I read things that get me excited. I focus on stuff that gets me excited. In business, crappy stuff happens every single day and I tell you what, when you go from a million dollar company to a 10 to 100, the level of crappy crap that comes up everyday exponentially increases. They say, someone told me the other day that every three months an entrepreneur’s focus with decisions could either make or break them. That’s true when you’re running a million dollar business. When you’re running a hundred million dollar a year business that happens a lot more often. I would say probably every three hours. I’m not kidding. There’s a lot of crap that hits me in the face every single day and if I focus on the negative, I would be in a state of depression right now. I have to look at it and I’m like, “Oh, that sucks. Alright, this is the answer.” And I turn my back and run from it. I do not focus on it for more than 5 seconds, otherwise I will lose my state. What are you focusing on? A lot of you guys get overwhelmed and get stressed. Do you not think I get overwhelmed? I have 12 events happening in the next 47 days. We’re doing the biggest launch in the history of the freaking internet. We’re re-doing the complete onboarding process, I just wrote a new book in the last 30 days. It’s not a tiny book, it’s a freaking cookbook, it’s a 500 page cookbook. We’re doing a design-a-thon in two days. If you knew how much stress I have on my plate.  I don’t know, I’m pretty sure most people would crack under the pressure. I’m shocked that I haven’t yet, but the reason why is because I keep moving on. Dan Gable, the greatest wrestler in the history of wrestling. Well maybe not the greatest anymore, but he is the legend. He is the Michael Jordan of wrestling. So Dan Gable, someone asked him one time, because he went through all of college never losing a match. His very last match he lost, he got so pissed off that he went and started training for the Olympics and he actually became an Olympic champion and not a single person scored on him. And what’s crazy is while he was training for the Olympics, it’s so crazy. The Russians actually said, they came out publically and said, “We are going to train an athlete with the only goal to beat Dan Gable from the Americans.” And Dan Gable was like, “No, I’m the greatest wrestler who’s ever lived, no one’s going to beat me.” So what did Dan do? He would work 7 hours a day, working out 7 hours a day preparing for the Olympics, then he’d go to bed at night. Then as he’d go to bed at night, he laid there in bed saying, “The dude in Russia who is trying to beat me is awake and training right now. And that pisses me off and freaks me out.” So what did Dan Gable do? He woke up at midnight and he’d go running. Because he knew that his opponent was competing, was training and it stressed him out knowing that his opponent was awake while he was sleeping. He did not like that so he got up and kept working out. Is that obsessive? Heck yes. Did he crack under pressure? No, he went to the Olympics and won. Not a single person scored a point on him. That’s Dan Gable. Now someone asked Dan Gable, I heard this in an interview one time, they said, “Dan don’t…” and afterwards Dan went on to become the head wrestling coach of Iowa Hawkeyes and won more NCAA championships in a row than anyone in any sport, I believe. Anyway, insane. And someone asked Dan Gable, “Don’t you believe in pressure?” and Dan’s like, “Yeah, I believe in pressure, it’s everywhere. The difference is that most people sit underneath the pressure and they sit on it. I believe in it, I just don’t put myself underneath it. I step aside and I focus on what I need to get done.” And most of us, it’s that same way. I don’t know about you guys, sometimes I have so much stress and so much pressure, I’m about to crack. Then half of that is just in our heads. So I’ll sit down with a pad of paper, especially at night when I can’t sleep, I sit with a pad of paper and write down what I’m stressing on. I write all those things down, when you write it down it’s like, oh that’s actually not as bad as I thought. And then you can fall asleep, get yourself out of the pressure. Sometimes we’re focusing on all pressure and stress and all this stuff and that’s why we don’t succeed. Don’t do that. Write it all down, prioritize it and be like I can’t control what I can’t control. I’m going to move forward out of the pressure. Go. And sometimes I don’t get crap done. I’m sure that all the stuff I have to get done between now and our viral video launch, most of it is not going to get done.  A lot of it will, most of it will. But sometimes you can’t affect it, so you do whatever you can and as you get closer and closer to deadlines all of the non essentials fall away and then you get the essentials and that’s how the game’s played. Alright, this is fun, we’ve been going 32 minutes you guys. I hope you’ve been having fun. I don’t know where I left off. Physiology, shift your physiology. Number two, what you’re focusing on and then number three, what’s the meaning. I think number three is meaning. If not I’ve been teaching this wrong, or thinking about it wrong. Number three is the meaning we’re attaching to things. A lot of times something bad happens to us and we attach these weird meanings to it. And we, it’s really cool, we have this unique ability as humans to attach meanings to things, right. And usually what happens is subconscious; we don’t know that we’re doing something right. If someone punches you in the face, subconsciously our body attaches a meaning to that. So this person is mad at me, we attach the meaning, I need to fight….sorry, let me step back. Someone punches us, right. Our meaning maker attaches this meaning to the thing. That person is mad at us, we must fight them back. So I go and try to fight someone. Or someone punches us and maybe the meaning is this person is going to kill me, that’s the meaning we attach so then we run away. There’s all sorts of things. Every single day, something is happening and we’re attaching these meanings to it and these meanings direct where we’re going with our thoughts and actions and everything else. But as soon as you’re aware of this, you can actually change the meanings that are coming to you. I actually don’t know if this is part of the triad, it may not be. I can’t remember now. Go YouTube Tony Robbins. Regardless, I want to talk about meaning, because meaning is a big thing. When you’re aware of this it’s kind of cool because now it gives you the ability to kind of shift meanings. So when somebody, we’ve had some morons, and they are morons, this week that have been attacking Clickfunnels and at first I got so mad I want to kill them and fly to their house and beat them, because that’s the wrestler in me. My body attaches a meaning to what they’re doing. But then what’s cool is Tony taught me this technique where you stop and say, okay, what if that’s not the meaning they’re attaching, what if it’s actually this meaning? You shift the meaning that maybe they’re attaching and if you shift the meaning associated with an experience, it’ll change your perspective, which changes everything. So we gotta become good at consciously picking the meaning we’re attaching to things. If someone screws us over we can attach a meaning saying “That person is a horrible person trying to screw me over.” But if you attach that meaning, be careful. Because as soon as you attach that meaning to something, guess what happens? Now the situation you enter, the state you enter is going to be based on that meaning and it can get really bloody and get really bad and things can turn really bad, which is going to increase all these other pressure, noise and other bad stuff. But if you come in and say, “Look, that person is a total douche bag,” I don’t know if I can say that on TV. I apologize if I can’t. Anyway, that person is a horrible person, but maybe their having a bad day today. Maybe they’re struggling, maybe financially, whatever. You attach a different meaning to the situation, then you come and you’re like, man that person screwed me over, but this is probably why he did it. Or why she did. If you attach that meaning it gives you a different set of tools to deal with the situation. So what happens now in my life, if something happens and instantly a meaning is attached by my brain and what I’ve found is that most of the times that the instant meaning that’s attached, is going to leave me in a really negative path. It’s weird how it works. So too often I run down that negative meaning and bad things happen. So I try to consciously stop and try to take the exact opposite. I remember Tony at Date with Destiny he does this thing, he says, “Find an experience in your life that pissed you off.” For me it was something with my wife, and my wife was at the event then, sitting separate, so she was sitting four rows ahead of me and there was an experience and they said to write down the experience, so I wrote it down. They said, “Write down all the meanings you attached to that experience.” I was like, “My wife is mad at me, she doesn’t love me.” I wrote down all these different meanings that I had attached to that situation. And then Tony said, “Write a big line down the side of the paper and next to each of the meanings you attached to that situation, I want you to write the exact opposite of that thing.” So I was like, “My wife is mean to me, but on the other side, she actually loves me. My wife is super selfish, no she is actually so giving that she struggles.” So I wrote the exact opposite of each of the meanings that I had attached to the situation. But what’s crazy is after handwriting out probably three or four of the things, I started crying. I started crying because I realized, I love my wife and I know her, and I realized the true meaning of what happened in that situation, was actually the exact opposite of the meaning I had attached to it. I instantly realized that I was in the wrong and she wasn’t. I broke down crying because I was like, “Oh my gosh. Where else in my life is this happening? Where I’m attaching these meanings subconsciously to a thing and I’m actually wrong?” I realized that day that I have to take control of my meaning maker, the meaning I’m attaching to every single situation. So something happens now and instantly I get the negative meaning, it just happens that’s in our brains wiring for some stupid reason. I stop and I’m like, what’s the opposite of that, what’s something that if I could attach a different meaning would make me look at this person through a different angle, a different lens, a different light? I shift the meaning and it shifts everything. It shifts how I feel about the person. It shifts how I approach them, it shifts the response. It changes everything. I wish I could say I am perfect with this, I am not. If you’ve ever been on the back end of a backlash from me for stuff, I apologize. Because I’m, I can be a prick sometimes. I didn’t realize this until the other day. We have a contractor, he was killing himself for us, and I imagine it’s got to be a pain in the butt working with me sometimes. Because I’m vocal, I’m on TV, I’m on Instagram, I’m ranty and ravy and talking about everything. And without thinking I kind of shared publicly my thoughts and part of it’s because I’m a media personality. If I came out like bleh all the time nobody would listen. So I’m usually on the extremes, I’m extremely happy or extremely upset because that’s what’s interesting. So I feel bad because I published stuff that was negative towards that person. And the other day it was kind of brought to my attention, “Wow, Russell this person is really working his butt off for you and you’re saying these things.” And I had this moment again where I kind of broke down and I was like I’m a bad person sometimes. And the meaning I was attaching to all these situations was like, they’re lazy, they don’t care, they’re not working hard enough, or whatever. I’m attaching all these meanings and I had this fun little moment where I had this exercise where I was like, okay, if I switch the meaning, what’s actually happening? And I was like, oh man, I’m a jerk. I realized it again, so I reached out personally and apologized and I don’t know if it’ll make it better or not, but I was wrong. I’ve had other situations this week where again there’s this person who’s honestly, it’s always the people you help the most. It’s someone I helped a lot, to have a lot of success, I bent over backwards for them and now they’re publically attacking me and us. It’s just….it’s funny, the meaning, even now, the meaning I want to attach to it wants to come in there. I’m like, no stop. Get out of my brain. Because I know, I know the reason why this person is being a douche bag. I’m going to use that word, I apologize. I know the true meaning. It’s not the one that makes me feel better about myself, which sucks because that one makes me feel so much better about myself. But it’s the truth. So I’ve tried to attach that meaning to it, even though every time I think about the situation, my blood’s boiling just thinking about it again. But I gotta go back to the meaning that I attached on purpose. So the more you guys are aware of this the more you can affect. That’s a big part. There’s number two in personal development. So where have we gone this far? So far we’ve talked about not being bleh. We talked about shifting your state in the circumstance. We talked about shifting the meaning you’re attaching to things. Alright so here’s a couple of things. Yes, we’ve been going for 40 minutes, but I still got another hour and a half drive, so we’re going to keep on talking. It’s like on Wedding Singer, which is one of my favorite movies of all time, do you remember when he’s all depressed after his girlfriend gets married on him and he’s hosting the wedding party and he’s telling all these jokes? And the one guy’s like, “Hey wedding singer, you’re the worst wedding singer I’ve ever heard.” And he looks at him and he’s like, “Well I have the microphone so you will listen to every word I have to say.” One of my favorite lines ever. That’s how I feel right now. I have the microphone so you will listen to every word I have to say. I guess you can turn me off, hopefully you won’t. Hopefully you can hear me. This is car is so loud when we’re driving. I hope this is coming through because I think there’s some good stuff in here for people. Alright, next thing. We talked about being not bleh, we talked about getting in state, we talked about meaning, these are pieces to help you function better as a human being. I always tell people how much of an impact Tony Robbins had on me. It’s because he made me aware of these things and there’s so many more. I wish we could go to UPW. Go walk on fire. I think you can get a ticket for $500 to a thousand bucks. If you are broke and don’t have the money, go get a credit card and finance it. If you’re broke, you’re going to become more broke. Who freaking cares? At this point, what’s the worst that could happen? You’re going to go bankrupt? Dude, you’re broke, it doesn’t matter. It always blows my mind when people are like, “I don’t have any money, I can’t invest.” Then you have nothing to lose. Go take out a loan. Go take out five loans, who cares? Worst case scenario is you lose it all. If you have nothing, then you have nothing. I taught the cub scouts, the 12 year olds, I did an entrepreneurship merit badge and one of the guys asked, “how old do you think these kids should start?” I was like, “They should start now. I got a dozen friends who are teenagers who are making insane amounts of money.” The guy who asked said, “Just so all you kids know, you have nothing. If you lose it all you didn’t lose anything, so who cares?” Anyway, it always makes me laugh because people are like, “you can risk a lot because you have money to risk.” I’m like, “Dude, it’s way easier to risk when you’re broke.” Worst case scenario you lose everything, but everything is like rent on an apartment, but that’s not that big of a deal, you guys. When you’ve got 150 employees whose lives depend on you, I promise you it is a lot scarier to risk at that point. Nevertheless, I digress. Where was I going? I don’t even remember. Hopefully there was something in there of value. Okay, what I want to talk about here is you gotta risk. You’re creating this thing, you’re giving birth, you’re going into this thing…..Oh I remember what I was talking about. I was talking about investing in UPW and talking about being broke. Yeah, go to UPW, go to Date with Destiny. Invest in these events because it’ll transform you, it’ll help you to become super aware of yourself and other people. That’s what Tony gave me that was so important to me. Most of us live life on autopilot and we’re just going through the day bumping into things and things are happening and you’re just not aware of how we work. When you’re aware of how you work, it’s like now you can affect things, change things, tweak things. I can change my approach, I can change other people’s approach. For me it’s been huge to understand me and people better. So yeah, go to those things it’s worth it. There you go. I have a friend down in Australia, his name’s Mal Every, I don’t know why this just popped in my head but he says, “I don’t have a problem with you if you’re broke, but I do have a problem if you stay broke. There’s too many opportunities in this world. If you stay broke, it’s because you’re not trying.” You’re literally not trying. Anyway, I don’t know why I said that, but it popped in my head therefore it must have been important. Alright, the next thing I want to talk about. If you want to be successful in life the next piece outside of not being bleh, and figuring out state control and attaching meaning to the right things, the next thing is you have to stop dabbling.  Stop freaking dabbling. School has screwed up all of us. School has taught us how to dabble. You sign up for college, you take 20 credits, 20 cool things that you want to learn about. What they do is they spoon feed you and force you to dabble over a semester. So they give you a little bit of information in math, you spend 50 minutes. Then you go to the next class, here’s a little bit of science, a little bit of history. So you dabble in a whole bunch of little crap and you try to remain and retain all this stuff and then you go back the next day and you dabble a whole bunch and you dabble and you dabble and you dabble for like 15 years of our life. Let there be no mistake. You will never be hyper successful if you are dabbling. Dabbling is the opposite of what you need to do if you want to be successful. If you want to be successful in something, you have to go deep, you have to immerse, you have to be obsessed with that thing. I guarantee you the people I’m competing against right now in our business, the reason why we are kicking the crap out of all of them is because they are dabblers. I promise you, there’s not one of my competitors that spent as much time in the last 48 hours, in the last week, in the last 5 weeks studying marketing and business and growth and personal development as much as I have. And for most of them, we’re already way past them, so why in the world, why are they not…..? I don’t know. But they’re dabbling and that’s why I’m able to pass them. When you start immersing and you go deep, a couple of really cool things happen. First off, you will start seeing connections that you cannot see when you dabble. I sucked in school because I could never see the connections. I spent an hour in history, an hour in math, then an hour in debate, then an hour in logic, I’m trying to figure out how to make the connections. Unless you go deep in something, you can’t do it. The reason why I’ve written two books is not, yes I like writing books, yes I like sharing it. When I write a book, I have to go in such deep immersion that I start seeing these connections that you don’t, you can’t see when you dabble. When I started writing the Expert Secrets book, I was doing a whole bunch of things. Some things consciously, some things subconsciously and as I started focusing on this book and trying to make a really, really good book, it forced me to read and study and geek out and immerse myself in a whole bunch of different things and through that process, I was not dabbling, I was immersing. I don’t know if it’s God, if it’s your brain, but when you immerse yourself, I feel like the reward for that, all these connections that you don’t normally see, all the sudden start being open to you. Howard Berg told me, he’s the world’s fastest reader. He said when he goes to do a topic, most people read a book and they form their opinion based one book they read. He’ll read 30-40 books to get a really clear view of the reality of the situation. This is what 30 authors have said and you get a very clear view of it. And that’s how I feel about immersion. When you immerse yourself and you go and listen, study, read, you really geek out and become obsessed in your thing. I don’t know if it’s your brain, God or the universe, whatever you want to attribute it to, I know who I want to attribute it to. But he opens up pathways, he opens up connections for you and lets you see a whole picture and that’s your reward for immersion. So that’s the next step in this you guys, you have to stop dabbling. So first off, the first phase in this comes back to you being greedy. The first phase is figure out this thing you want to be obsessed with. Maybe it’s not the marketing yet, and that’s okay. Because phase one is about being greedy and mastering it for yourself and becoming who you need to be to serve the world that you’re trying to serve. So go and now is the time to become unbalanced. In the bible, well if you listen to this song, I think it was…who was it? A time for every season, there’s a time under heaven for everything. A time and a season for everything, right. This is your season to immerse in your craft and become the best in the freaking world in your craft. Again, there’s a time and a season, this is the time and season right now for you to do that, for you to immerse yourself. So that’s phase number one and that’s going to give you the ability to become who you need to be. And you’re going to become completely unbalanced. Your work life, your social life, your family life is going to become unbalanced during that period of time, but you’re going to be able to immerse yourself, you’re not going to dabble. You’re going to unbalance and become awesome at your thing. And then there will be a transition phase where you’re going through and becoming so passionate about it, where there will be this weird time where all the sudden, I don’t know what it is, you can’t get filled up anymore. For me, I was doing all this marketing for all of our businesses and companies. We were doing the Neuropathy product, the weight loss, the dating, all these different businesses and we’re doing it and there came a point where I stopped getting fulfilled by just doing the business and I didn’t know what it was. I started going through this slump. I didn’t feel the momentum, didn’t feel the progress. I was like, ugh. I didn’t feel it and that transition is because eventually you can’t keep growing in that immersion. Because eventually you’ll see the connections, you’ll see everything, you’ll be going through this immersion and then you will…. I don’t know how to say it, not that you’ll become perfect ever, but you’ll become more perfected in that thing. Where it’s hard to squeeze a lot more oranges to get any juice out of it, to really fill you up. And that’s what I talk about in the Expert Secrets book, that’s where you transition from this growth, to the only way you can keep growing is transition into contribution. And this is where entrepreneurship is born. This is where you realize the only way for me to actually keep sharing this and to keep having that juice is to start contributing and giving back and sharing with other people. And what you find is insane. As soon as you take this path and this gift, this thing you’ve been geeking out on and immersing yourself on and become obsessed with, you start sharing it, that juice starts flowing again. It’s like the next wave and it’s so fulfilling. That’s why I’m doing an hour long podcast instead of focusing on the road and listening. That’s why for me right now, I started listening to, when I start doing personal development and growth and start learning and studying, as I do that I start shaking because this is good. I’m getting juice, but if I could share this with other people I’d be getting ten times what I’m getting now. That’s why I publish so much, that’s why I share so much. It’s because that contribution will fill you up more than the growth will eventually. But first you gotta fill up. Again, you gotta become unbalanced so you can become who you need to be. But after you’ve hit that point, and you’ll know it because you can’t get the same thing out of it, until you start contributing. And that’s logically where you start shifting to contribution. That’s when you start becoming obsessed with the marketing. That’s when you start geeking out there. That’s the key you guys, that’s what it’s like. At that point, you don’t care about the money. This is what I talked about a few podcasts ago. The people who struggle are the people trying to make money. When you’ve been geeking out on a thing and have filled yourself up and now you’re shifting to contribution, you do not care about money. I could not care less about money at this point in my life. It’s fun, it keeps track, it’s how we know that we’re doing well. It’s such not a driving force, you can ask…..I do not have logins to my bank accounts. I have no idea what’s in there. My accountant, I’m always like “Hey can I buy this?” and he’s like, “Yeah.” And I’m like, “Okay, cool. I have no idea.” My wife, I don’t have access to my bank accounts, personal, business, anything. I do not know what’s in there. I don’t want to know. It means zero to me at this point in my life. The only thing that means anything to me now is contribution. That’s what fires me up. That’s the state you gotta enter business and entrepreneurship in. Those are the people who are successful. The come in like, “This thing that I have, this gift, this thing. I’m so passionate about it, I have to figure out how to share it with other people.” Then guess what’s going to happen? Then it’s going to be easy to become obsessed with the marketing because the marketing is the means for you to get your message out, for you to get your product and your service out. All the sudden it becomes exciting. I think that’s why I struggled in school so much. I would learn and read a book and it didn’t matter to me. If you’re going into marketing and you’re struggling, this marketing, I’m learning this stuff. I learned about squeeze pages, traffic and conversion but you don’t care. It’s because it’s like school. I study a thing and I write a paper but I don’t care about this paper, there’s no point to it. If you’re struggling studying the marketing it’s because there’s no point to it. But as soon as you find your thing and you obsess with it and you’ve grown and filled yourself up and shift to contribution, now when you start studying it, the marketing becomes alive. It lights up and becomes alive again. I remember, I always thought I was dumb. I hated reading, I hated studying, I hated school, I hated all those things and honestly, I thought I was a dumb kid. I started my business and started selling these little things, it was crazy because I was selling some stuff and I was not doing that well. I remember it was pre-podcasts, but everyone used to do tele-seminars back when I got started. I would download all these tele-seminars and I would listen to them. Guys like Arman Morin, Alex Mandossian, those are the guys I listened to. Marlon Sanders, these are the guys I listened to initially. And I would listen to them on my headphones. I would burn these tele-seminars onto cd’s and put the cd’s in and listen to them while I was on my wrestling trips and I would learn stuff. They would say stuff and I’m like, “That’s so cool. I’m going to go try that.” And I’d try it and the craziest thing would happen, I would try something. I was making a little bit of money and then I’d try something and make more money. I was like, are you kidding me, that freaking worked. I gotta try something else. I listened to another tele-seminar and I would try it and are you kidding me, that freaking worked! And then another one and I was like, that guy wrote a book. I’d read his book and I’m like, I’m going to try it. And then guess what happened? I’d make more money.  My thing would go out to more people and I’m like, “Oh my gosh.” And all the sudden reading became alive for me, studying became alive for me, marketing became alive for me. I remember copywriting I was like, one of my first websites I set up and I didn’t have a sales letter and someone’s telling me about this copywriting thing and I was like, are you kidding me? That is the stupidest thing I’ve ever heard of. I’m not going to write words, I don’t want to learn that. I remember just being angry because I didn’t want to learn copy. It sounded so boring and stupid. Anyway, I tried to hire a copywriter, and the copywriter, it was actually Michael Thornton was the first copywriter I tried to hire and his quote for me at the time was 8 or 10 grand or something and I was like, “Whoa! I haven’t made that much money in my entire life combined at this point.” So then I tried to read a book on copy and again, it was horrible. I read it and I was like this sucks. I had to write my very first little sales letter. So I wrote it and then it was crazy because it made money. So then I started listening to some copywriters and the guys like, I remember it was Michael Thornton actually, I was listening to this presentation he gave at this big seminar and he was like, “We tested this thing and it turns out that a red headline out converted a blue one.” So I changed my headline to red and sure enough it out converted. I was like, what the crap? Okay, what else does this guy got? I remember he tested a brown background, it did better in this thing. So I’m going to do a brown background. So I did a brown background and sure enough it out converted. I’m like are you kidding me? Then he said to try a new headline, his headline swipe file had all his headlines. So I tried four or five headlines and one of them dramatically beat the other one. I was like, what? I changed the headline and I doubled my income. Normal humans, if they want to double their income, guess what they gotta do? A doctor would have to go back to like 16 more years in medical school to specialize and double their income, work another 15 years and then maybe they would. I changed 13 words on a headline and all the sudden guess what? Copywriting became alive for me. It got exciting and all the sudden I want to read every freaking copywriting book I can find, because I’d read through and most of it was garbage or rehashing stuff but I’d read one sentence that was like, “Oh, you should end each line with a dot, dot, dot. Because it keeps the readers mind open and doesn’t close out the thought and they’re more likely to keep reading.” I was like, what? So now to every single email and every single thing I’ve ever written, I add a dot, dot, dot, you’ve probably noticed that before. Guess what happened? Everything increased. And I started going to marketing seminars. I’d go to a five day seminar and listen for five days and every single speaker who is talking, I knew everything. I’ve done that, knew that, heard that, rehash, rehash and then one speaker on  day 6 would say one thing where he’s like, “Oh yeah, this one time I added an exit pop where I gave a discount and 20% of the people took the exit pop.” I was like, wait, what? So I go back to my thing and add an exit pop and my income would increase by like $100,000 a month. From that one little thing. I remember I was like, I sat through 5 days of crap and got that one thing and it was so huge for me that it made the whole thing worth while. Or I would be at an event, got nothing and I’d go out to eat with everybody and I’m the Mormon dude, everyone goes to the bar and I’m like, I don’t want to go to the bar, I don’t want people to think I’m drinking. So I’d go to the bar, and I’m not joking, I’d order milk because I didn’t want people to think…..if I ordered a sprite people might think I’m drinking and I

Behind the scenes of how we were able to profitably grow our company without taking on any capital. On this special episode with Brent Coppieters from Russell’s team, they talk about some behind the scenes things that need to be figured out while you are growing and scaling your company. Here are some of the cool things you will hear in this episode: How Brent has figured out how to structure teams with leads to make everything as efficient and smooth as possible. Why they hire Clickfunnels users to work on support teams in Clickfunnels. And why Russell wants everyone near him to max out their tax brackets. So listen here to find out some important behind the scenes things you have to think about when you’re in the process of growing your business. ---Transcript--- Hey everyone, this is Russell Brunson. I’m here today with Brent Coppieters on the Marketing Secrets podcast. So everyone, I got a really special podcast for you today, I’m so excited for. Right now, where are we at? Brent: Kauai Russell: Kauai, Hawaii. This has been our backyard for the last week, and we’re heading home tomorrow, which is kind of sad. But I wanted to get Brent in here to help you guys out. Because obviously in the Marketing Secrets podcast I talk a lot about the marketing stuff, and Brent has been with me now for over a decade. How long is it actually? Brent: Eleven years at the end of July. Russell: Eleven years, dang that’s crazy. So that’s when you started? Was anyone else here when you first got started officially? Brent: Anyone who’s here now? Russell: Brittany? Was she here? Brent: Brittany came in after. I don’t think anybody else who was here before I started is still here. Russell: So Brent’s been the longest, long term person, except Doral maybe. Doral in Romania. We got a Romanian. Our backlight is kind of lit, it’s hard to see us. Brent’s been around for forever and done tons of different roles. Right now he runs the entire operations of Clickfunnels so I wanted to have him kind of talk about the stuff because it’s a big part of growing and scaling a company that we don’t talk about a lot. But first do you want to talk about your back story, as far as getting into this whole thing. It’s kind of a funny story. Brent: How much back story do you want? Russell: We should move over here to the couch so you can see a little better. So I met Brent at church initially. Do you want a pillow? Brent: Yeah. Russell: That’s how planned these things are. What was one of the first impressions, about this whole business, when you got introduced to it? Because I know a lot of people got through that, especially spouses or friends or potential employees or partners that don’t know this world at all, it’s kind of weird at first. Brent: Yeah, I had no idea. I was at, met Russell through a church function and didn’t really know what he did. When I kind of thought he made money on the internet, I initially thought eBay, he sold stuff on eBay or you know, I had no idea.  I really couldn’t understand. So he had some of the business partners and friends that he kind of worked with at the time and I kind of pulled those guys apart and was kind of asking those guys, “What does he really do?” and one of our mutual friends, he knew that I didn’t understand so I talked to my wife who said, “I don’t know what this Russell Brunson guy’s doing, but it is freaking crazy.” Our friend was sharing the numbers that Russell was doing. He was going to University, I was going to school as well. He was making more money than my parents combined income was, more money than they had ever made. So I was like, I gotta find out what this guy’s doing. So, like any friend, we invited him and wife over for dinner on a Sunday afternoon. So I just started asking him really carefully, “What are you doing? What exactly is this?” And he just kind of started sharing what he was up to, what he was doing. Obviously he doesn’t brag about what he’s doing, the success he was having and he was having tremendous success. After they left, we had a good dinner and visited and then they left. I couldn’t sleep for three days. My head was spinning. Russell: I ruined him. Brent: You did, I was screwed at that point. After that happened I couldn’t fathom the success. But what was more important there was the value he was providing the world. Russell: Was that before or after all our kids, we had twins and they had their first son the week before. I can’t remember if it was before or after. Brent: We had met you before, we’d been friends for a little while. I think that we had our kids and you guys moved right after that. Russell: All I remember is we had our twins we were in the NSU for two weeks basically. So we rented a hotel room in the hospital and just hung out there and goofed off, and I remember he was coming. “Don’t you have to go to work, or what are you doing?” He thought I was going to go… Brent: Yeah, I told my wife, “We gotta take dinners over there or something, we gotta help them because they’re in the hospital with these twins because they can’t leave and he can’t work because he’s in the hospital.” Russell: Little did they know the internet was working. Brent: I had no clue. Russell: So that was fun, so then a little while later, Brent started working for us. Initially it was affiliate management for how many years? You did that for a long time. Brent: Yeah, like 8,9 years, roughly. The hats were always being moved but… Russell: It’s a small company, you do a lot of everything. Brent: Yeah, so probably 8 years to really focus on business development, affiliate management and partners and stuff like that. Russell: And, just so everyone knows, I recently on the podcast had the presentation I gave from Funnel Hacking Live, the One Funnel Away, about the stories, and I talked about Brent in that and it made me cry in the middle of my presentation, it was kind of embarrassing. But you were here for the good and bad. When we went from 5 employees up to 100 and back down to 5 and all the stress up and down. I’m curious, honestly why you didn’t leave when everything collapsed and crashed. Brent: That’s a good question. Russell: I don’t know the answer either. Brent: You’re going to get me vulnerable. Working with an entrepreneur, especially Russell, you know where their heart is and there came a point where he was trying to help too many people. He was employing a lot of friends and family and people that he wanted to provide opportunities for and that was great to a certain point. But there was a point there where the business changed a little bit, evolved and we were needing to make some changes with it. And those changes wouldn’t allow him to support everyone he was supporting. That was very difficult for him. My wife and I, we cared and loved Russell and Collette and their family. We came to a point where I didn’t want to be a burden, I knew he was stressed and worried about taking care of people. I had a conversation with my wife, where I said I would rather keep our friendship, than have him feel stressed about supporting, having an opportunity for me to keep working there. So one day I kind of came into your office, and had a real chat. I probably said some things that, I wanted him to understand how important what he was doing was, and also I wanted him to understand that I was okay to leave. I didn’t want him to feel like he needed to provide for me. I would be fine to figure things out. I just wanted to make sure he was okay. Because it was at the point where you were helping so many people, really one hiccup you could have lost everything. All your savings was going back into the company and at some point you just can’t keep doing that. Russell: Yeah, I got really scared, but somehow we pulled it around. Brent: Pulled it around and obviously you had to make some tough phone calls and decisions that changed the company at that point. Russell: Basically we had to, we had 100 and some odd employees, we had all these wrestlers working for me, we had let go the whole wrestling team. We had to downsize. We shrunk from a 20,000 square foot building to 2000. It was rocky and scary but it gave us the ability to refocus and figure things out. Remember we went on a couple trips where we were trying to figure out who were the people still having success in our market. We jumped in a plane traveling to different people’s offices. We spent time with Ryan Dyson and Perry Belcher, trying to figure out what they were doing. With Alex Chafren, what they were doing. People who were our friends, just kind of used this time to figure out what’s actually working today and how do we shift our business model and change everything. It’s funny how much pain there was during that time. We flew to London. How important it was for the transition for what became Clickfunnels and everything else. Anyway, so many fun stories we could talk about forever. But we don’t have time for all those things. What I want to talk about a little today is, probably a year into the business when we first started growing, it’s funny I got a message today from Alex Chafren, he’s like, “You sound so calm.” Probably because we’re here in Hawaii but he was like, “I don’t know any other person running a hundred million dollar company that’s as relaxed and able to respond to people.” Anyway, when we first started, we didn’t know what we were doing. It was just kind of like, we know how to sell stuff. Started selling Clickfunnels, it started growing and all the sudden all sorts of new headaches came up with that. From a software standpoint with Todd and we brought in Ryan and they had to deal with infrastructure, ups and downs. I think based on ranking we’re the 700th most visited website in the world. But that’s not counting anyone’s custom domains. If you take away custom domains, we’re probably in the top 500 websites in the world. There’s not many humans on earth that have ever dealt with that kind of scaling and infrastructure. Todd had never done it, Ryan had never done it. They’re figuring this stuff along the way and we’re hiring consultants. On the marketing side we’re trying to grow and then all these things and as everything was growing one thing we didn’t have in place was any of the internal company business stuff. We were good sales people, good coders but we had to do that. It was funny because, you’d never had experience with that either though. Brent: Not really, no. Russell: We had this time where internally there were, everything was shaking and we said basically “Brent, we’re going to take you from affiliate management and you’re going to run this role.” And didn’t know what to expect, if it was going to work or not going to work. He was able to step into this thing and turned it really simplified. I’ve had zero stress about that part of the business since you took it over. From that time we went from 20 employees to I don’t even know where we’re at now. Brent: 135 or something. Employees and contractors, we got a few different folks. Russell: Lots of people. So I’d love to talk, first you step in that role and it was probably disorganized and stuff. What were your thoughts? What did you have to go and figure out? What’d you have to learn to be able to turn it into what it is now? Brent: I think the big thing is Russell’s vision for the company. We’d worked together long enough that I knew where he wanted to go. Even inherently just kind of knew. The big thing about Russell is his ability to surround himself with good people. That was the first part, evaluating who we have currently. Are they on the right seat on the bus, is a big part of that too. So we tested different things, and some things worked and some things didn’t work very well. We brought people and we started the phone stuff a little bit with the clickstart program and some of those guys were better than others and we’ve evolved that program. But the big thing about it is obviously support. We had, when you guys initially started hiring support team members, those guys were rock stars, and a lot of those guys are still with us today. They have evolved in their positions in the company because of their commitment and their love of Clickfunnels. I love when I get to interview and talk to people and when those individuals say, “I love Clickfunnels.”  That is the coolest compliment that we can get. When get people that raise their hand, they want to work with us because they love Clickfunnels, they love the mission, they love the ability to help people. I think the biggest challenge was how do we grow with it? Because the marketing side, was growing so fast, it’s important that we’re providing and helping our users and helping them have the best experience possible. Also, Clickfunnels isn’t just some easy push button software. It is easy to use once you understand it, but there’s a lot of different parts of it and understanding marketing is a big part of it. So we needed to bring on people who could understand Clickfunnels, who understood marketing and also understood Russell’s style, the way you were taking everything. Russell: It’s crazy because I think when you took over the role of that, it wasn’t just support but that was a big piece of it, obviously. There’s probably what, a dozen support people at the time? Brent: Yeah, there was probably about 6 to 10. Well, probably 10. Russell: 10 at the time. You found a way to take that….it’s funny because one of the criticism sometimes of Clickfunnels is “Support’s not live all the time. Awebber’s live.” Awebber’s been growing for 20 years. They probably get 4 new signups a day. Clickfunnels right now, it’s been a while since I looked at the stats, but it’s anywhere from 500 to a thousand sign ups a day, every single day. Coming to Clickfunnels and trying to learn this huge platform that runs your entire company. How do we stay in front of that. Our goal eventually is to get to the point where it’s real time support or as close to that as possible. But there’s no one else in our space that’s ever had to deal with that. That have grown companies that fast. Most big companies like Strive don’t have any support at all because they’re like, we can’t therefore we don’t. We still need to have that support and education and stuff like that in place. I think what you did initially, I know that Ryan was a part of this. Ryan Montgomery helped set this up initially too. But just for those that don’t have support teams or maybe have three or four people and are starting to scale something, you kind of broke people into teams. Do you want to talk about some of that initial stuff that you guys did there to make the scaling side of support easier? Brent: Yeah, so we moved over to Intercom, that allowed us to do like live support. It wasn’t right live, but people could submit conversations and we’d respond to them and that’s what we used to start. We’ve grown, our response time, that’s how we kind of gauge our success, our response time. There’s a lot of software companies that offer live support, from 8-5. Ours is essentially turned on 24 hours, we’ve got team members all around the world. When we initially started we actually had an international team and we had more domestic teams, but as we realized, and continued to scale and grow, we had more and more people international. We’ve got international folks on every team. We’ve got domestic folks on every team. So they can kind of work that schedule out as needed. But as we came in we saw the amount of conversations we had, these guys are answering 8-9 thousand conversations a week, our support team. It is crazy. Our billing support is unreal. We’ve got a team of billing support team members and most of them are in our office. We’ve got a few individuals who aren’t. But the big part of it is having leadership being in those positions. So every support team we have has a team lead who is the person we reach out to and help with training and they now can pass the messages and training on to the other team members. Russell: So how many teams do we have right now? Brent: So technical support teams, we have 8 technical support teams.  We have one billing support team. We’ve got one team that focuses on some other different partners we have and worked with in the past. We’ve got a team that helps with our Quickstart program, that’s a program people can signup with and it allows them to get some help on the initial setup and we’ve got a team lead that helps run that team. Russell: The thing that’s cool about this, for any of you guys who are scaling, in fact this is what happened at first when we were scaling. There was one person in charge and had 10 people underneath them and we were trying to grow and everything was growing and that person couldn’t handle any more growth. Because it’s hard to have more than 8 to 10 people you report to. You get bigger than that, it gets stressful and it’s really, really hard. So what Brent did, he came in and said, “Okay, the people we have that are rock stars, make each of those a team lead. And let’s put employees underneath each of those and the team lead can train the employees and make sure they’re doing good. And he’s only got to deal with the 8 or 10 team leads, deal with them and then they are dealing with the individual people. It gives us a communication channel to get through and now he’s not having 90 direct reports back to him. He just has the 8. Another cool thing we did recently, because the other big thing we have and some of you guys will have something similar with your businesses is, there was a competitor that has software that has pages that generate leads. Their software does one thing, there’s one button you can click and that’s it. It’s very, very simple. Clickfunnels is like, we’re building a landing page, your funnel, your shopping cart, your affiliate platform, your auto-responders, there’s 8 thousand things. For us, we can’t just hire someone in Boise, Idaho and be like, “Hey, now you’re a support person for Clickfunnels.” There’s such a learning curve they have to understand to be able to do that. So a couple of things, number one is that most of our hires come from people that are members of our software, which is a big thing for you guys to think through. In inner circle this comes up all the time. Where do I find rock stars? I guarantee the rock star you’re dreaming for is already a customer of your product right now. Look at your internal customer base for your rock stars, because they’re going to know your product, be passionate, they’re going to care more than someone you pull off the street. That’s number one. Number two is we needed, how do we train these people? I think initially each team lead just trained their people, and they were getting bogged down in the training and not being able to support and manage and stuff like that. So we talked about a new team that’s the training team, right? Brent: Well a big part of this that helped, Mark came up and helping work, he does a lot more direct work with the team leads. Russell: You guys know Mark Bangerter, he’s killing it, he’s awesome. Brent: You know he still kind of balances customer education and he helps with support management. So Mark came in and we had the idea, we brought new people on and initially they would slow down the rest of the team. So we pulled another team lead out, we pulled out Andrew Newman, and now his focus is just training. So as we bring new team members on, he’s focusing on those guys. As we look at, he doesn’t have anybody currently to teach, he’s reaching out to people who have been on the team and maybe lack knowledge about Backpack or Actionetics, and then he’s pulling those guys out and he’s doing training with those guys so that we can get everybody up to the same level. Russell: That’s cool. We did something like that back when we had our big call center before the big crash of what year was that? Crash or 08, crash of 09. Because we had 60 sales guys and the problem is the same thing. We’d hire sales guys off the street and someone’s gotta train them, so we had a training team. So every sales guy would come in and go through a two week training with Robbie Summers was the one that managed that and then the ones that were good we’d then put them on the floor under another team. And the ones that sucked, we’d just get rid of them. And that’s kind of the same thought here. Let’s bring people in and have someone who’s dedicated to training them and when they’re ready, then put them on a team so they can start running with it. Everybody’s opposed to pulling people back. It’s just crazy all these, these are all the things we’re learning as we’re growing and scaling. Someday we’re going to write a book about this whole journey and this whole experience, because I think a lot of times companies are built like, there’s a dude with an idea, they hire venture capitalists and bring in a management team, all this stuff and build a company. Whereas with us it was like raw passion and that’s what’s grown this whole thing and kept it afloat. It’s been a fun ride so far. Brent: It’s been an unbelievable ride. Russell: So I appreciate all your work and help and everything you do. Hopefully this gives some of you guys ideas as your growing your support teams or development team or management or whatever those things are. If you look at also, I had someone, it was Andrew Warner from Mixer the other day, he interviewed me, he’s like, “How are you able to write books and run a software company and do coaching and all these different things?” And the same thing is kind of what Brent mentioned earlier, I’ve gotten really good at surrounding myself with amazing people. Where I feel like it’s almost like there’s parts of the company that people are running. You’re running all the operational stuff, I don’t have to worry about that, the hiring and firing, the finding other people. Brent does that. So I just talk to Brent and then all the people stuff is taken care of. Todd and Ryan run the development team, Todd’s running it. I talk to Todd all the time, but it’s just happening and I don’t have to stress about that. I’m kind of running the marketing team. Dave’s running, there’s john, there’s probably 5 or 6 people that I deal with directly inside the company and I’m able to do the parts that I love the most, that I’m the best at. And I think a lot of us entrepreneurs and most of the people in those positions all get profit share and equity in the company and I think one of the big mistakes I made when I first got started was I was so protective, this is my, I wanted so much control over everything that I stifled everything. Whereas when I was able to give up control and bring in rock stars and people that have skill sets that I don’t and now, because they have a stake in the game, I don’t have to worry about everything, every decision, every single thing. I trust Brent. He makes a thousand decisions a day that I never even questioned or think about because I trust him. Same thing with Todd, they know they do that because they’re willing and able to do that. So I think a lot of you guys, if you’re struggling with growth, you don’t have the ideas, you’re not going to bring on venture capitalists and destroy your soul and you want to grow something. The opposite of that is bring on really smart people and give them a stake in the game. It’s kind of like Chet Holmes used to tell me, he said that in his company, everyone was based on a percentage of sales, there was no salary based people. He said what’s cool about that is that big months everyone gets big checks, small months everyone gets small checks but everyone’s in it together. I think that building teams that way is better than bringing in a bunch of money and hiring the right people, or hiring the best people. It’s hiring the right people and giving them incentive to where they can grow and do whatever they want. In fact, I’m going to share one thing. This is cool. Am I allowed to share this, I probably can. This was, we had these accountants, most marketers don’t like accountants, but we had these accountants and every year I’d have to go the accounting meeting and then they would always talk about all the stuff to do to try to lower your, anyway, it was super annoying. It was the worst meeting of my year, I would lose all motivation and momentum for an entire week because I was so stressed out. I remember driving home from one of those so pissed off at the accountants for trying to ruin my happiness in life. And I remember in this podcast, I have to go find it, but I was like, “My goal is I want, not only am I going to max out my tax bracket but I’m going to have everyone I know around me, all my partners, all the people that are pushing this, I want to max out their tax bracket as well.” We were talking about this earlier on this trip here in Hawaii, there’s probably half a dozen people or so on our team now, that have maxed out their tax bracket because of this whole concept that we’re talking about. That is the coolest feeling in the entire world. Brent: It’s pretty awesome. Russell: It’s pretty amazing. So there you go, Uncle Sam, there you go. Anyway, that’s all I got. You have anything else you want to add? Brent: No, I just think, you said unbelievable, it truly is every day. How cool is it to be able to come and work with friends and good people that, it’s just a positive place. Our company culture is a big deal and you drive that and it’s been really fun to see people come into our office or just come into our business, our space and feel that, and even those who just work remote, we’ve got a lot of team members that work remote, most of them are. And it can be kind of a lonely road out there, but we do things to try to help them feel the love. Russell will send swag to people and just unexpected things that make people feel the love and help them know we appreciate them and that’s a big deal. Russell: So here’s a question, for those who may want to join Clickfunnels team, how do they? Brent: We have a link on Clickfunnels, at the bottom of Clickfunnels under Careers, but we’re always looking. If someone out there is passionate, you want to be able to find a place with us, hit me up. You can hit me up on Facebook, email, brent@clickfunnels.com, send me an email. I can direct you where to go, we have application up. Russell: That’s awesome. Thanks man. So that’s a little behind the scenes of how the HR, the growth, the internal stuff, what we’re doing and how we’re doing it. Again, we’re just learning all this stuff along the way. Someday we’re going to write a book about it when it’s all done. Because the lessons we’ve learned along the way have been cool. So hopefully this gave you guys a couple of ideas and things as you’re growing and scaling your teams, and that’s all I got. Thanks everybody. Thanks Brent. Brent: Absolutely. Thanks guys. Russell: Bye.

There’s no school like the old school… On today’s episode Russell talks about plans to use what he has learned from TJ Rholeder while on an anniversary trip in Hawaii, in his business once he arrives home. Here are a few interesting things you will learn in this episode: How Russell is able to still learn while on an anniversary trip with his wife, and make plans for business once he’s home. How Russell plans to use the 50,000 letters a week rule in his own business. And how he plans to add urgency and scarcity to his core products. So listen here to hear Russell’s upcoming plans for his business, or watch the video version so you don’t miss out on the beautiful scenery of Kauai. ---Transcript--- What’s up everybody, this is Russell. Welcome to today’s episode of Marketing Secrets, that is in the rain here in Kauai. Alright everybody, I want to welcome to today’s episode of Marketing Secrets, it is raining on me right now. I don’t know if you can see that over here, if you’re watching the video version.  But it’s beautiful here and I wanted to do an episode, this is going to be really good, I’m going to come and hide under the bush or something. I’m just going to sit here and get wet, it’ll be more fun this way. Anyway, we’ve been in Hawaii almost a week now on my 15th anniversary, which is amazing being married to my beautiful wife, Collette for this long. I’m trying to get to do an episode with you guys, hopefully on the flight home or something, on what it’s like living with and being married to an entrepreneur. We’re trying to pick our keynote speaker for this year’s Funnel Hacking Live, and it’s funny because we got tons of people voting for everybody. Somebody posted Oprah, and someone put Russell’s wife and my wife got more votes than Oprah, which is pretty exciting. So we’re trying to get her at least to jump on the podcast. So that’s the goal and the game plan. What I want to share with you guys today, the rain’s gone that fast, but there’s birds right behind me. Let me clean my phone off real quick. So what I wanted to share with you guys, I’ve been listening to a whole bunch of cool marketing stuff between the long drives around the island, all the cool stuff we’re doing. The course I was listening to was TJ Rohleder and if you don’t know TJ, he’s one of the legends in our business. He is one of the direct mail kings in the Bizop world, and he’s become a friend. We had him speak at one of our events a while ago, which was amazing. What’s interesting, the course I was listening to was How To Become Super Rich in the Opportunity Market. He teaches people how to  make money in the teach people how to get rich market. What’s interesting, as I was listening to it, if you read the Expert Secrets book, I talked about three core things you gotta do to build a mass movement. Number one you gotta have the attractive character, the attractive leader. Number two you have to have a future based cause. Number three you have to have a new opportunity. What’s interesting is as I was listening to this, he’s talking about how to sell opportunities but basically if you’re doing a mass movement the way we’re talking about, it’s always a new opportunity. Everything he’s talking about, the opportunity is the way he positions it is how to get rich, how to make money, here’s the opportunity market as he calls it. But in my mind every market is the opportunity market. So I’m going to see if I can interview TJ and dig deeper in that because his stuff was brilliant, it was all targeted towards selling people stuff, how to make money. But if you look at it from the lens of the Expert Secrets book then it kind of works for all of them. Because every single opportunity, everything you’re selling should be a new opportunity. So I’m going to try to see if I can do that. Plus, TJ launched his company, he lives out in Kansas and he actually bought a hospital and renovated the whole thing and that’s where he runs his company out of, an old hospital, which is kind of cool. I kind of want to go down there and see his whole operation. It may come to an episode of Funnel Hacker TV soon. Where I go down there and tour his hospital and see his whole organization. In the last ten years they’ve sent out 9500 different direct mail campaigns, which is crazy. Some people will get on his list and they might get between 2 or 300 letters in the mail per year, depending on what sequence they take, what offers they say yes to and no to and all sorts of stuff. Super inspiring. But what I want to talk about is a couple of core things I learned from him that I think are really good for all of you guys. The first one is not from TJ it’s actually from a Bill Glazier thing I was listening to. So Bill was partners with Dan Kennedy at Glazier Kennedy and he was my marketing dad for five or six year that I was in his inner circle. And one of the things that was cool that I was studying from Bill this week, he was talking about how at the very beginning of the year they have their big thing. So they do two events a year, they did InfoSummit and Super Conference. For me, I do Funnel Hacking Live, that’s my big thing. They said they categorized all their promotions based on the importance. So number were their two events, number two was this, number three…they had it all mapped out and mapped out the entire year, the promotional schedule at the beginning of the year to make sure they fill the events and all these other things fit in there. I was thinking about that, and I don’t know about you guys, but I’m not super good at mapping out my promotional calendar and schedule and things like that. I kind of just go week by week, month by month and do stuff. And what Bill does in this course, and it’s an old course, but he maps it out and then they do everything. So It started thinking about this and at one of our inner circle meetings, Justin Williams was talking about with his stuff now, as you guys know if you’ve been listening to our podcast for any length of time, the two magic things that marketers have are urgency and scarcity. So he started doing with his is, he re-launched courses throughout the year and he’d open and close them. So he’d have the urgency and scarcity close. That’s where most of the sales always come in, during the closing of the thing. Also if you listened to when Stu launched Tribe, he’s talking about Michael Hyatt when he launched his membership site, the big secret they had was opening and closing. So twice a year they’d open up the membership site and then it was closed. I started thinking about that and I’m like, right now most of our programs are open all the time, which is good. But the urgency and scarcity is not there. So I think what I’m going to do is start calendaring it out where twice a year our things are available. So twice a year people can buy our certification program, twice a year people can join Funnel University, twice a year they can get Fill Your Funnel, twice a year….all of our core offers are only open twice during the year, and they’re closed down other than that, which is kind of fun. It gives us the ability to have urgency and scarcity and build up the hype and the buzz, and it gives me each month, something to focus on. This month is Funnel U month and we’re going to open and close it. The next month is this, we’re going to open it and close it and all content and all things can be related back to that one thing. So that was the first thing I kind of started re –thinking through when I was listening to Bill Glazier talk about how they structured their promotions around their events. That’s the first cool thing. Now with TJ, a couple of cool things that he does, I think it was good for me to hear again, it’s good for all of you guys to hear again. So TJ is in the business opportunity market, mostly through direct mail. He has 50,000 letters he mails every single week. Week in and week out consistently, they know 50,000 letters will go out every single week all for new customer acquisition. New customer acquisition, 50,000 letters every single week. And that’s just the schedule. I think for a lot of us we get in this thing where we have these front end funnels, these break even funnels where we bring people in, then we have our monetization funnel. So I think a lot of us, we create a really good webinar funnel let’s say, and then that becomes our focus. And then that’s it, we’re driving traffic and that’s the business. TJ if you look at this again, he’s got his frontend lead gen offers and he’s mailing 50,000 pieces a week. He said at his peak, he was selling a $50 course from his frontend lead gen stuff, and he said he would spend up to $500 to sell a $50 course.  From there you go into all the backend funnels and the backend things he was selling. But he had this consistency of 50,000 pieces every single week. I started thinking about that. He’s mailing 50,000 new names every single week, what’s the equivalent of that for my business? I need to make sure I have something consistently doing that every single week to one frontend offer. He talked about one of the big things also is he’s not mailing 2 things or 3 things to that 50,000. They have one offer, the hottest converting one and that’s where they drive all their energy, all their money, everything. And for us, I think all of us, we have our hot offer, we need to be spending as much as we can to get people into that thing consistently every single week. Just knowing I spend 50 grand a week, or 10 grand a week or a thousand bucks a week, whatever it is for you, into that frontend thing. If you break, if you think about this, break it down, there’s kind of two sides to this, or three sides depending on how deep you want to get. We talk about this at this upcoming Funnel Hacking Live, but there’s a process. There’s basically three types of funnels. There’s acquisition funnels, getting people in. There’s ascension funnels, ascending up within your membership. Then there’s monetization funnels. But for this argument today, I’m just going to talk about the two. So there’s an acquisition funnels, so what is your one acquisition funnel that you can consistently do X with? For me it might be I need to sell at least a thousand books a week, or I need to spend 10 grand a week, or whatever that thing is for you. You just know that and you have to do it consistently. We have to sell a thousand books a week and we should build a whole team of people whose entire goal is to sell a thousand books a week, or 5 thousand, or whatever that number is for you. Back when I had a call center, that’s how it was. We had free plus shipping leads and we had to get 8 thousand leads a month to get enough leads for our sales floor and that became the focus of the business. For you it’s like, think about TJ, what is the frontend offer that’s consistently bring people in? And then from TJ, it’s so crazy. I’m hoping I can go down there and film his whole operation for you guys because I want to see it to. But like I said, as soon as someone gets through the frontend then he’s got all these direct mail campaigns that go out offering these two step things. So he’ll send out a letter for a free cd about whatever to the existing customers. So he’s only sending it to people that already bought his $50 thing, then he’ll put them onto a sequence that gets a free cd. Then if they respond to the free cd he puts them in a sequence to sell the thing that that cd upsells to. Then he puts out the next offer and the next offer and he keeps putting out all these frontend lead gen, I guess their acquisition and monetization letters to the buyers of his 50,000 a week thing. So 50,000 a week bringing people in. And after they come in and bought the $50 thing, then he starts sending them letters trying to get them to raise their hand about specific opportunities that he’s going to sell them. If they respond to those then they go into a whole other sequence. They might get 10, 15, 20 letters to sell a 2 or 3 or 5 thousand dollar course on the backend. And that’s kind of the process that he does over and over and over again. So for me, what I’m looking at, what I want my focus to be, is somebody comes into my world, and again I’m focusing way more effort consistently on this, I’m going to call it 50,000 letters a week, but for us we’re not doing direct mail right now, so it’s not that, but that’s the concept. The frontend lead acquisition. Then if they come in, we’re taking our core courses and we’re opening them and closing them, opening them and closing, opening and closing them, opening and closing them throughout the year. So those are our monetization funnels after people come in. So that’s kind of the game, and I’m really excited for it. So that’s the game I’m going to be playing and I hope you guys model that. The other cool thing I’m going to be doing, and I’ve been thinking a lot about this for probably two weeks. It started at Scout camp and it’s been in my mind even here as we’ve been in this beach house. Having one really good follow up funnel sequence that takes people through my offers in a very strategic way. So we have igniteyourfunnel.com, which is right now, we’re using it for something completely different, but I’m going to be changing that to where this is an opt in form where we get people to opt into and then it’s going to take them through a sequence. I haven’t quite mapped the whole thing out, but first thing I want someone to buy is what? For my business the first thing I want someone to buy is Expert Secrets, so I’m going to be like, have a video of me explaining why they need Expert Secrets and why it’s step number one. Actually, let me step back, step number one is not going to be the book. Step number one is going to be, on the podcast you guys heard a little while ago, the two episodes on You’re one Funnel Away, I’m going to show that video to build connection with people immediately after they opt in, from there I’ll tell them to get the Expert Secrets book and then from there, what do they need next? I’ll logically build out a really long sequence that’s going to be this ascension funnel that takes them up through our core offers in the middle. And then the big thing that our team is going to be focusing on is RKPI’s how many opt in’s a day are we getting inside the Ignite Your Funnel funnel, the Ignite your Funnel ascension funnel, ascending them through all of our offers. I’m trying to think how this whole thing works together. It might be when someone opt’s in the first time they go through this ascension funnel, that all those offers will be open to them, open and close, like in Evergreen format. And after that they’ll bump over to a monetization funnel. Our longer term email sequences that then they’ll be on when we open and close them each month. I’m not positive on that, still figuring out the details. But it’s fun to think through it. Anyway, that’s the game plan. So those are some of the fun things I’ve learned and been thinking about while I’ve been here having some fun in Kauai on my 15 year anniversary. I hope that gives you guys some ideas and things to think about. So kind of to recap the important things. Number one is focusing on consistently bringing new blood into your business. 50,000 letters a week rule, should we call it that? 50,000 letters a week rule, consistently bringing new blood in. I remember Garret White at the last Funnel Hacking Live talked about people that make it rain, the rainmakers are the ones who dominate this world and this business. You gotta be focusing on making it rain. If you want to learn how to make it rain, right now the program is closed, but depending on when you’re listening it might be open, is our Fill Your Funnel course. Fill Your Funnel is all about how to make it rain, how to get new customers into your funnels. So that’s number one. Number is then after they come in, what’s the monetization?  So maybe number two is the ascension funnel, which is for me it’s ignite your funnel, which takes them through our offers in chronological order of when I want them to see things, opening and closing them in Evergreen format. And at the end of that, then put them into our monetization team, monetization funnels, which then would be taking our core six offers and opening and closing them twice a year. That’s going to be the business. That gets me really excited. Really, really excited. So anyway, that’s the game plan guys. I’m glad I had a chance to talk this out with you guys, it’s making it clearer and clearer in my mind. I hope you guys something of value out of that too. But like I said, I don’t just talk about this stuff, I practice what I preach so you will see me implementing these things in the very near future. Hopefully you guys will see them and enjoy them and model and funnel hack them for what you guys are doing because I know this stuff is going to be amazing. So that’s all I got you guys. Anyway, here’s one last view. Here’s the beach house we’ve been staying in. It’s an AirBNB, we were going to get a hotel and we looked at AirBNB and we found this. AirBNB or BRB, I can’t remember which one. It’s like 5000 square feet, my wife and I are up here and Brent and Amber are over here. There’s all this open space and there’s even like huge guest house over here that we got massages in the other day. It’s crazy. We’re literally, this is our beach. It’s just ours. And it’s crazy. I was flying the quad copter today, I learned how to finally fly the quad copter. I took it out over everything. So if you’re watching Funnel Hacker TV, which hopefully you are, you’ll have a chance to see above this place and beyond, it’s insane. It’s probably a little expensive, but for your 15th anniversary you go all out. Look at that, that’s our beach. We rented these paddle boards too, I guess if you’re listening on the podcast you can’t see this. But a couple of cool things also, just so you guys know. This is obviously on the audio podcast, which right now as of today, we’re number 5 in the business category, which is awesome. We’re still killing it there, we just also released this as a video podcast, if you go to iTunes at the very top there’s audio podcasts, you can switch to video podcast. We also have Marketing Secrets as a video podcast now too. So if you want to watch the videos, or if you want to watch the videos you can go to marketingsecrets.com and they’re all listed there along with the transcripts, see if you want to listen to what I’m saying and read along. The transcripts are at marketingsecrets.com as well. With that said, I would love it if you guys would give me a review and a rating over on iTunes. Like I said, we’re number 5 in the business category, the other guys above me still have more ratings, it’s not fair. I’m killing myself giving you guys the best stuff I got, I need some more ratings. So if you can take 5 seconds out of your busy day, stop everything, go over there, leave a rating and review, tell me what you think about Marketing Secrets, let the world know, that’d be awesome. And then the other thing is please subscribe to the video podcast as well. Feel free to watch the videos there if you want, that way you can see some of the beautiful scenery behind me. Yeah, that’s all I got you guys. Thanks again for listening, have an amazing day and we’ll see you guys soon. We’ll be back in Boise next week, back to a normal schedule. I got some cool stuff I want to publish and share with you guys. I gotta finish my anniversary and then get back to you guys soon. Appreciate you all, see you guys soon. Bye.