The Marketing Secrets Show

On today's episode, you get to hear part 2 of a recent interview Russell did with Jay Abraham. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing

On today's episode, you get to hear the first part of a recent interview Russell did with Jay Abraham. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing

Here's a vulnerable episode from Russell, talking about the things that he's currently struggling with in his life. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing

A new way to look at how to structure a special type of offer inside your funnel. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing

My thoughts after wrestling at this weekend's tournament, and how I hope this will unlock something cool for you. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing

This is day 5 of the 5 Day Lead Challenge. If you want to watch the video of this episode or download the OnePager, go to 5dayleadchallenge.com. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Coming Soon...

This is day 4 of the 5 Day Lead Challenge. If you want to watch the video of this episode or download the OnePager, go to 5dayleadchallenge.com. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Coming Soon...

This is day 3 of the 5 Day Lead Challenge. If you want to watch the video of this episode or download the OnePager, go to 5dayleadchallenge.com. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up, everybody. This is Russell. Welcome back to the Marketing Secrets podcast. Today, we're going day into number three of the Five Day Lead Challenge. Hopefully, you've enjoyed the last two episodes. If you haven't listened to those yet, make sure you get them all in order, because they all build upon each other. But this is day number three. And today we're talked about creating your lead funnel, right? Day number one we talked about the strategy of generating leads online day. Number two, we built out your lead magnet and now on number three, we're going to start building your lead funnel. This is the most basic, most simple and one of the most powerful types of funnels you can create. So we'll be talking about that during today's episode. Once again, this is from a video event that we did, and so if you want to see the videos and see the screenshots and get the one pager homework and all that stuff, you can get those for free at fivedayleadchallenge.com. So that said, I hope you enjoy this episode on creating your lead funnel. Welcome to day number three of the five day lead challenge. Have you guys been enjoying this process so far? I'm actually really curious. This is the first time we've ever done training like this where we go live every single day. A whiteboard out with strategy. We give you the tactics. We give you the one pager, and you go do the homework assignment. I'm curious and I'd love to know the comments. I'll read these afterwards, but let me know in the comments if you guys are enjoying this process. I think it's a fun, cool, new way to train. So if you do like it let me know. If you're getting a lot of value out also I'd love to be able to see it. Let me know in the comments down below. One really cool thing that I'm excited about that I'm kind of let guys know and then we'll jump into the training. As we were planing this I was having so much fun with it. A lot of you guys know we do a training called One Funnel Away. How many guys I've ever heard of the One Funnel Away challenge or been part of the One Funnel Away challenge? Okay, so we launched the One Funnel Away challenge, man, about two years ago now. And in the last two years over 70,000 people have gone through which is crazy. So thank you. I hope you had a chance to go through and you enjoyed it. But it's been two years and I love teaching. I get excited and like, I don't know about you. Every time I talk about something, I get off stage. I'm like, "Oh, I want to do it again. I can change this. I can tweak this. I can make it better." And I really decided after OFS like I want to do it again. And I'm really enjoying this process and so I talked to my team. I was like, "What if we did OFA again, but this time do it live?" And do it live over 30 days where we do the same process. So I come up here, I talked to you guys for 30 minutes or so, give you a one-pager, and give you a homework assignment and go every single day over 30 days and the end of it we do the next year, right? This whole five day lead challenge is all about getting your first lead funnel, getting leads coming in. The One Funnel Away challenge is about creating it for sales funnel. We're actually selling products and making money. So my question to you is if we were to do that, if we were to go and do One Funnel Away live starting Monday, how many has to be interested in being part of that? If so write in the comments down below 'cause I'm pretty sure that's what we're planning on doing 'cause I am really enjoying the process. I don't want it to stop. I want to do this every day for the next 30 days. So, anyway, we'll talk more about that towards the end of this week. But if you guys are interested to extending this experience and going from here, here is me generating leads like know how to start selling products and building out for our sales funnels? That's what the new One Funnel Away challenge is gonna be. It's gonna be simplified from the old one. Every single day, we'll have a one pager or a homework assignment and it will be really fun and it'll be exciting. So that's happening later on this week. So I want to let you guys know about. Starting next week, Monday, we're gonna start the new One Funnel Away challenge. So, anyway, that's kind of what's happening. All right, with that said, I'm gonna jump into today. We've got so many fun things. How many, by the way... How many guys went and did the assignment yesterday and actually got your one pager account set up and created your very first one pager, your very first lead magnet, okay? We were watching the comments and the things that's been a little bit of chaos on our side. Obviously, one pager is a brand new product. Yes, you're the first people ever to use it. And I've already seen so many people creating one pagers, people finding a couple bugs which has been nice. Let us know. We're trying to get all the things fixed up. There's a lot of cool new features and this is coming out a bit. As of right now, it's pretty cool, right? And like all the one-pagers that I'm giving you guys, I built those myself. That was me and I'm not technical. I was able to build those, it took me a little while and I had so much fun with it. And so, like I said, literally today I'm gonna start working on the One Funnel Away one pagers 'cause I got all the one pagers for this we had done yesterday, actually. So, anyway, I hopefully enjoyed one pager. If not, if you haven't do this homework yet, make sure you go back to day number two, which is yesterday, watch the training, get the one pager and then go and create your one pager. That's how you're taking your framework we talked about and turn it into something tangible that you can trade somebody in exchange for their email address. Okay, and one pager is the coolest way I've ever found to do that. So that's exciting. Okay, so before I dive into today. This is me like... One my favorite things about my role in this whole game is I get to do cool marketing stuff and then I get to tell you guys what I'm doing because I feel like I'm the wizard of all of these. Like I do something amazing and I'm like, "Hey, come down we got it. Let me show you what we just did. Okay, so yesterday we talked a lot about frameworks. Now I want to... Again, I'm gonna open the curtain and show you guys kinda what's happening, right? When we plan out the five day lead challenge what did I do? I said, "Okay, what's the end result." The end result, we're trying to get somebody, right? Just to create a funnel with leads coming in. It's okay to do that. If I was to break down over five days of all the frameworks I have, that I've taught, that I know, that I understand. What are the frameworks that people need that they'll have success and be able to do that, right? And so day number one, I shared with you guys the overarching framework, right? Here's the big framework of how to generate leads online. Okay, that's how day number one was. Kind of a big broad overview of like this is how it works, right? And works through all the pieces. Like you have to have a lead magnet, then you got to have a squeeze page, then you got to have an email sequence and you have to drive traffic. And so day one was me sharing the framework of the entire week, right? And then, yesterday, if you guys noticed when I taught all ideas, I had three frameworks I taught you guys, did you catch this? Okay, I had three frameworks, okay? How many of you guys remember? The very first framework that I showed you guys was my framework. I'll go back here and show you this. Let me flip my whiteboard back over. Okay, the first framework I talked about with you guys was this one right here, right? I'm talking about who is your dream customer, what's the result you're trying to get for them and then what are the steps to that journey, right? Okay, so that was the framework I taught you guys. Now when I taught you guys, did you notice how I taught this? I didn't just say, okay, here's how the framework works, right? The way I taught it, is first off what I did as I told you the story about how I learned to earned it, right? And then I walked you through the overarching strategy. Here's the concept of how it works, okay? And then your homework assignment, the one pager gave you the tactics, right? And I shared a ton of case studies throughout thinking of like how has worked for me and for other people, right? That was the first framework I shared. Okay, second framework I shared, boom was called the ultra result. Right, what is the ultimate result, right? And what are the core results? And from there what are the splint results? And from there we're gonna it and create you one pager, okay? That was the second. The second framework I taught was the ultimate result, right? And then third framework I taught was what? Boom, my framework for how to teach frameworks. Okay, like that literally it. So there's behind the curtains. Yes, there's like, "Hey, what are the frameworks I need to teach them today from my bag of frameworks and my bag of tricks and things that I have that can help give them the tools they need to be successful with day number two." Okay, so day number three, same as I was planning out. Okay, day number three. We're talking about actually creating your lead funnel, right? You've got a lead magnet. Now you need a funnel, this is the mechanism. This is the tool. It's gonna give somebody to give you their email address in exchange for your lead magnet, right? So it's like what are the frameworks that they need today to for just to understand for them to make sense and then I'm going to go and give them the tool, right? And so there's two frameworks I'm gonna be teaching today. Okay, so, hopefully, have seeing this like I'm practicing what I'm preaching. I'm not just pointing on my head like this is... I'm showing you guys exactly what I'm doing and hopefully this has given you a model. Okay, I always tell people I feel like my main role here at ClickFunnels is to be like someone who's doing things so you guys can look at it and you can model it in your business, right? Like I don't need to keep doing live trainings. I don't need to keep like... I'm fine. Like financially, I'm good, I can take a break. I can take a year or two or six years off and be completely fine. Okay, I keep doing this because I love it. Number one, I love this game. It's so much fun. Number two, I'm trying to show you guys models so you can like, "Oh, I can see I can model that in my business. Oh, I can do what Russell did over here." I can do a five day challenge. What would be my frameworks, what would I teach people, right? I can create my own lead magnet. What would I create? Russell, show me three of his what could I do for a lead magnet, right? I'm trying to show you guys stuff so you can look at it, you can think through it and figure how to model that for your specific business as well. Okay, and that's like you play in the game. So I keep sharing and hope you guys don't mind. I'm gonna keep on talking until I can't talk anymore because I love this stuff. I love seeing the ahas that you guys have. Okay, I remember when I first got into this game at 18, 18, 19 years ago now, and I was a young kid. I was wrestling at Boise State University and I was learning about this stuff. This is before webinars. I remember back then people did tele-seminars. And so I would get the tele-seminar recording. I had this little tape recorder that I got at radio shack and I would go hook it from my phone system. I click record and tape these teleseminars onto cassette tapes, right? And then 'cause most of them that I was in school or different places I couldn't like listen to them live and I wanted to hear them over and over again. So I taped all these cassette tapes and then I'd go on wrestling trips and we'd be in these vans, and we have like 8, 10, 12 hour drives in these vans and I get these cassette tapes out of these teleseminars I've recorded of people teaching some of these concepts when I first learned them. I remember listening to the tape, listening in the car with my headphones on and everyone else in the car sleeping or listening to music. I'm listening to these guys talk about these marketing principles. I remember just feeling like so alive and so excited. I'm just like this is the most exciting thing in the world, okay? And for me like I've had a chance to discover these things. I remember how excited I was when I first learned, when I first applied them, they actually worked, I was freaking out. And so for me the closest thing I can get to that same excitement is coming to you and sharing with Mike. And I see your guys' eyes light up when you get that aha moment or what are those things are like, "Aha, for me, it's like me. I have a chance to relive it again through you guys." And so that's why I love doing this and I love sharing these things and, hopefully, you guys feel that coming through for me. Okay, do you notice by the way when I told you guys the story of my... The framework of how to use frameworks, how I started it. By the way yesterday, right? I told you my story about how I learned to earn it. I was on stage and I was casting my pearls before swine. I told that story before I gave you this framework, okay? The pattern is repeated over and over and over again. All right, so that said now we're going to jump into today, which, again, the goal today is for us to build out our very first funnel, okay? So I'm gonna talk about two core frameworks you have to understand and then I'm gonna let you guys go. Probably ti's gonna be a little earlier today. And I'm gonna give you one pager which is gonna give you assignment. It's gonna walk you through tactics and you actually gonna have a chance to build your funnel today. And I prebuilt six funnels for you guys this weekend and you can pick any of the six or download all of them. You're gonna have them and it's giving you the framework. I'm gonna be giving you a new software tool that Jim Edwards built for you guys. We're literally filling in some blanks, you click a button, and it creates all the copy for every single page here inside your lead funnel, which is insanely cool and a bunch of other really cool things. So that's what's happening. And then tomorrow we've got a special guest coming in. It's gonna to be... I'm excited to introduce her she's gonna be coming and will be talking about the emails you send out, okay? And so that'll be happening tomorrow and then on Friday we've no special guests. She's actually flying here from Texas. She sent me a picture of her at the airport and she's gonna teach you guys how to launch these funnels and start getting traffic coming in for free. So it's gonna be a... The rest of the week will really be fun and exciting, okay? But for right now we're gonna dive into building out your lead funnel. Now I'm curious how many guys here who are watching, you've had a chance to read any of my books? Specifically, The Dotcom Secrets book. So Dotcom Secrets book is the first book I wrote. The hardbound version, new updated hardbound version. If you have the soft bound it's good. This one is way better. I rewrote this from the ground up I added, I don't know, I added 40,000 or 50,000 new words to this. New frameworks, new things. It's awesome, but in this book this is the book that teaches the core fundamentals of funnel building. You don't have a copy yet, you can get a free copy at dotcomsecrets.com But this is... A lot of the things I'm comes from his books. If you want to go deeper into that, make sure you get a copy of the Dotcom Secrets book, okay? Okay, so one of the principles I talked about Dotcom Secrets book is this concept that I call the value ladder, okay? And some of you has heard me talk about this before but this... For you to be successful with funnels and lead funnels and all the stuff we're talking about you have to understand this core principle. It's something that's so simple where when you get it, it changes everything, okay? So if you look at this, I'm gonna draw two axis on this thing, okay? Over here, this is gonna be price and this is going to be value, okay? Now if you think about it as a business owner you want to provide the most amount of value possible for people to come into your world, right? And so I think about that and I'm like if somebody comes to me like, Russell, I read your books. This is really, really cool. I want you to... What's the best thing you can offer me. Like whatever it is I will give you. Whatever it takes, I want you to just to do this whole thing. What's the most value you can possibly offer me, the highest amount of value, right? So for me if I was to like provide you guys a home, the most amount of value it would be basically I would pay for you to fly out here to my house, we sit in a room for a week. I would figure out what your business is, your product and I would go and write the scripts for yourselves and I'd create your funnels, I'd drive traffic, I would do everything for you, right? I guess the most value I could offer, right? If I just did the whole thing for you. And if you think about it, right? The value would be insane. It'd be clear up here but the problem is because it takes so much time and effort for me and for my staff, my team, and my everything because the price would also be high as well, right? So this will be... This would be like the most value I could possibly be... This is your smiley face. This the most value I could possibly give to you, okay? Now, honestly, if I was to do something like that the reality because it's just how much time and effort it would take me to provide that much value this is something that I would probably have to sell for at least $1 million cash up front plus I would say 40% to 60% of the company depending on how much I'm actually running long-term, okay? But that's the most value I can possibly provide somebody, okay? Now it's funny to think about this if I was to walk up to you on the side of the street, the very first day I'm like, "Hey, my name is Russell Brunson and I would love to build a funnel for you." If you want to write me a check for $1 million plus give me 60% of your company, I will do this for you. How many guys would be like, "That's awesome, Russell, I'm going to do it." Right, how many guys will look at me and be like, "Russell, you look like you're 11 years old. You want $1 million to build a funnel? And then you want more than half of my business. It makes no sense," right? Okay, the reason is because I've provided no value at this point, you have no context. Like is that a good deal or a bad I don't even know, right? So traditionally in businesses we don't just go lead with our best thing because we haven't shown value to the people first, right? So instead what we do is we come down here at the bottom of the value ladder. We say, "Okay, what's something I can do that provides value that's not gonna cost a ton of money," right? I'm gonna do something right here. Okay, so for me and for you this is like a lead funnel, right? Give me your email address, I guess the price of the members. Give me your email address I'm gonna give you this lead magnet, okay? And you're gonna get it you'll get some value from that lead magnet, right? And they get that and they're like, "Oh my gosh this is really good." And what do we do as humans? We get value from something. What do we naturally want, okay? If we get value from something or from somebody we naturally want more. So people come here to get value. This is lovely, this is amazing. That's awesome, that's cool. The next thing it say, "Okay, how can we get more value?" Okay, and now you step them up your value ladder to the next thing. That's gonna be a little bit more expensive. Okay, the price goes up but the value goes up as well. Okay, the good case is like you buy one of my books. My books are free plus shipping, right? So it's $10 basically you get my book. The value is here but the price is low. You get that and you read the book like this is amazing, one more. Right, these are ClickFunnel and then you come to our events and like naturally start sending up, okay? And so that happens here. If somebody gets value here they go to the next year. Boom to the next year until eventually this is not that expensive. Okay, I guarantee if I send an email to my list and say, "Hey, I'm going to be building out five people's funnels. It's $1 million down and I want 50% of your business. I guarantee I get five people within 24 hours." Okay, because there's people who've gone through this process with me who understand the value of what I bring to the table and that'd be a no brainer, okay? 'Cause they've been through this before. Okay, you think about this. This is true in like all aspects of life. Think about your significant other, the first time you met them, right? Okay, if you came to... Let's say you're gonna go on a date with a girl and you're like, "Hey, you are cute. The most value I can have you. I want to get married, we're gonna have a bunch of kids and then grandkids and it's gonna be amazing, right? If you said that to a girl or to a dude or whatever, they'd be like you're crazy. Like this person is nuts, right? And they're gonna freak out. So that's not how you go approach somebody if you want to date them or whatever, right? You start down here and you say, "Hey, do you want to go on a date?" Like, "Okay, how's that work?" We can go to dinner and a movie, right? The price isn't that high, the value is not that big a deal until you go on a date and then what happens. If the day goes good and the person sees value, like this was a great date. Now, I want more and you say, "Hey, do you want to go on a second date." And they're like, "Yeah." Okay, do you want to go another date and eventually there's a time when you come and say, "Hey, do you want to get married? I want to have kids with you and have a family and have grandkids someday." Well, all of a sudden that question is not this thing that freaks me out. It's like, "Yes, of course, you've given me value every single step in this relationship. I want to continue that forever, okay? So it works in relationships, it works in business, it works everywhere. And so this is what we have to understand. This is what I call the value ladder, okay? And so this is what we're doing here inside the five-day lead challenge. We're introducing people into our world here at the bottom of the value ladder. Okay, we're giving them something where the cost is their email address. It's not expensive. Give me an email, I'm gonna give you this thing. And if they get that first framework they get that first one page, they get that first lead magnet and they go through it and they're like, "Oh my gosh, this is amazing. I want more, I want to on a second date." Okay, I want to go to the next step. I want to take the next level. I want to do the next thing with you. Now, also you build this relationship and people come over and over and over. Okay, when I first launched my books and I started giving things away for free it changed my entire business, right? I was doing a lot of stuff before but I gave people this thing that read it they got value and they wanted to go the next thing, the next to the next thing and now we have clients that pay us $50,000, $100,000 a year and beyond because the value we provided at every single step. Okay, so that's what our goal is. Now a couple of things. If you read the Dotcom Secrets book I share like each tier in the value ladder there's different types of funnels associated with them, right? So this bottom tier right here, we call this lead funnels. I think there's three or four that I share in the book. But the one that we're gonna be going through today is the most basic, the most simple, and it's a two-step lead funnel. Okay, lead squeeze funnel, okay? So that's the first one. I list here in the value ladder. Typically we use what I call unboxing funnels. My handwriting's horrible but there's an unboxing funnels, okay? And earlier I told you guys about the One Funnel Away challenge, the One Funnel Away challenge, actually, we spend all the time at this tier in the value ladder. Okay, the sales funnel we build out is a type of unboxing funnel and that's what we do during the One Funnel Away challenge, okay? The next tier up from here is what we call presentation funnels. Presentation funnels. This is where we're selling a little more expensive things. This is doing it like a webinar or doing a product launch funnel, things like that. So there's different types of funnels to sell a higher ticket stuff. In the top tier, this we're selling really expensive stuff. There are different high ticket funnels that we use as well, okay? And so, again, each tier of the value ladder there's different types of funnels we use, okay? But for this training for the five day lead challenge we're spending all of our time focused at this tier of the value ladder, generating leads. Okay, and again, there's a couple types of funnels that we build but the most basic, the most simple one is just the two-step lead funnel, okay? So that's what I'll going to be creating today, okay? This is something that is not complicated, it's not hard, it's not frustrating. You literally can create this today and be done. If you create your lead magnet and your one pager yesterday you've got everything you need to have your funnel completely done, completely finished, and ready to rock and roll, okay? So that's what we're gonna be doing today for your homework assignment is actually building it out inside of ClickFunnels, which is going to be so much fun. I made a whole video showing you the process and walking you through, okay? So, again, that's the first framework I want to teach you guys was the value ladder. Okay, so I'll write value here so you can remember. Here's the value ladder, okay? And, again, if you want to go deep and just get more examples and case studies, Dotcom Secrets book, I share a bunch of different ones, okay? So that's the value ladder. Okay, so now I want to go here. We're gonna talk about this right here. We're gonna talking about the lead funnel. So on day one I kind of told you guys a little bit about the double your dating funnel that I found when I was first getting started. When I was first trying to build a list, right? Where Eben Pagan had the kiss test. It had never been shown yet he was like, "Step one, give your email address I'm going to teach you the kiss test." And then on page two he gave you the kiss test. That was the lead magnet, right? And so prior to that, before like that was one of the first we call it a squeeze page and I will explain why here in a bit. It was the very first squeeze pages I'd ever seen. Now, prior to that, I had learned about list-building and the way that people built lists back then was different, okay? Again, I've been online doing this now for over 18 years which is crazy. So back when I got started in this the game was different, right? It was way harder. This is before Facebook ads, before YouTube, before MySpace, right? When I got started MySpace wasn't a thing yet. In fact, you guys remember what the social network was pre MySpace. Okay, the OGs remember this. It was called Friendster. And we were trying to figure out how to use Friendster to build a lists. But back then it was a little differently. So this is what the internet looked like back then. People would have a website, okay? There's a website here and this is what my doodle of a website looks like, okay? All right, so here's the website. And if you remember this you would go to somebody's website, right? You go to Google or you go to Yahoo or Ask Jeeves or whatever it was back in the day and you go somewhere and shop this website and then what would happen? Do you guys remember this? I'll give you a hit. It was like the most annoying thing on the planet. Okay, you shop this website and like this is awesome. I'm reading a scene and all of a sudden a certain a thing would pop up and they call it what? A pop-up. This pop-up would come up and be like, "Aha." Most of times is like, "Congratulations you won. You're the 1 million visitor to our website, put your email address down below to get a 30% discount." Guys, did ever see these? And so it was like the thing, like put your email address in and click submit and you win. So that was kind of what these popups were, okay? And the people that I knew that I was learning from initially this is how they're making their money. This is how they're building the list. They would go and they would do pop-ups. So you drive traffic your site and they'd get a pop-up, okay. And then people put the email address and they started building a list, okay? It was interesting and then what started happening, I love the history of this. Then, remember, for me, I was like why don't have a website with a bunch of traffic to it? Like how do I... I don't want popups. And so these pop-up advertising networks we could go in and say, "Okay, here's my pop-up." I want it to show up on 1,000 sites or one million sites or whatever you put in how many impressions you wanted. So then somebody would go to random site and because I paid for my pop-up would pop up and it would a pop up like, "Hey, congratulations, thanks for coming to the website put your email address down below for this free report, for this free lead magnet," right? And so while that's what I was doing it was awesome. I was going... I was paying these networks. I was paying money to have my pop-up show up on all these websites around the internet and I started building lists and I was like, "This is so cool." But then what happened, okay? It started getting more annoying 'cause what would happen is that these advertisers would be like, "Well, if I can sell one pop-up for like 30 cents what if I sold three or 10 or 12?" How many of you members you go to website and seen by pop up, pop up, pop up like four or five popups pop up you're like, "What's happening to my computer, I'm just freaking out," right? Internet Explorer is crashing this a whole nightmare, right? And so it got more and more annoying to the point where like Internet Explorer and the browsers we're like, "This is done. Let's just block all popups." And instantly overnight they create these things, called pop-up blockers. They would block all these pop-ups and boom they're gone. Now for those who... Most of you guys were probably in the spot at a time in your life. Like thank heavens the pop-ups are gone but on the other side the marketers like me who were building huge lists of millions of people off these popups start freaking out like our lead source is gone. It just dried up, it disappeared overnight, right? And they're freaking out and we're freaking out like, "What do we do?" Okay, well, all you thought it was the end of the internet as we know it, right? And then there were some really smart people and I don't know who it was initially but someone said, what if we take this model, someone comes to the website and this thing pops up and we get their email address. What if we flip it around? And be like what are you talking about? It's like what if we did this? What if the first thing people see, instead is this page that says, hey, here's the free report, you put in your name and your email address, right? And then they click submit and then it takes them to the actual website, right? That was the premise. And so instead of driving people to the website and having a pop-up we would drive them directly to the pop-up. And I remember people, like this was the debate in all the marketing forums back and they're like, "No, you can't do that." You're an idiot because nobody is actually gonna see your website. And you'd be like, "Yeah, but then I can't get emails. I can't follow up with people and no one is buying. I have to follow up a bunch of times before they're willing to buy and dah, dah, dah, all sorts of stuff like that. And so this was the controversy, okay? And about those time is when a couple people started testing it. One of them was Eben Pagan, okay, the guy who own Double Your Dating. This is where he said, "Okay, let me try this." Boom, give me your email address I'm gonna give you the free kiss test. People put email in, come over here, learn the kiss test, got value and then the bottom of page sold them his ebook. Boom blew up in $20 million business, okay? Then other people started doing, other people start doing and I was like, "Oh my gosh, this actually works." Okay, don't think about the metrics on this, but what happened? Let's say you had 100, actually, let's go this way. Okay, let's say over here let's say you had 100 visitors come to your website, right? 100 visitors come, so a hundred times this pop came up, maybe you got like 20% of the people to put their email address in here, right? See 100% of people saw your website and only 20% joined your list, okay? And then you flip it over here, what would happen is you send those same 100 people to come over here and from here you get anywhere from who knows, let's 20% I guess. So 20% of people give you the email address, right? Then only 20% of people actually ever see your site and see, like, this is not going to work because you got one fifth as much traffic actually sees your site. But what they didn't realize is and this is what made the whole thing work is that these 20% people then gave you their email address, right? Now you have the email address and you can go out here and you can send an email. Okay, so like again 20% will see that. And you send the email to 20% and you remind them about the thing and you send another email and you remind them. And you send another email and you can send three or four emails push people back to this thing and you can follow up with them. And they found at the time, I don't know if the numbers are the same or not but at the time it took someone on average seven times seeing your website before they were willing to buy. So what was happening in the past is you drive, pay for that as soon as come here, pay for them and after seven times of seeing then they buy. We're now happy to pay for them once. They joined your list and you send an email one, two, three, four, and by email seven a huge percentage had bought the thing. But now you have them on your list, right? Now you have them on your list, now what you do with that list, okay? Well, yeah, you have them on your list now you come back to your value. Okay, they're on my list now, you send five, six emails someone bought my very first product. What's the next thing I sell. Oh, I can sell this, oh, I can sell this and all of a sudden they had the ability to now generate their own traffic. They have their own leads. They own traffic now. They didn't always have to go to Facebook or Google or YouTube to buy new leads, right? They own the list. They can say I want to send the list over there and send and they send and boom the list shows up there. I'm going to send over here, boom, and they can just send it to different places, okay? Where is this idea for five day lead challenge of two or three weeks ago. I was like, "I'm going to do this thing, we're gonna put up a squeeze page, right? It's okay opt in to this page. I sent emails to my list and 35,000 of you came and opted in. I didn't pay Zuckerberg for that list, I didn't have to pay. That came because I own that traffic, right? I control, I can send it to different places, okay? And so it changed the dynamics of people's businesses, all right? So you come back here. Yeah, maybe only 20% people give you email address but now it's what I'm saying you follow up, you close a higher percentage and when all is said and done at the end of the day you actually end up making more money, okay? And that was the power. Now the cool thing of the internet. Internet is actually getting cooler since back in the day 'cause now you can have these things called retargeting ads where I can go deep into this but you see this before you can put a retargeting pixel on this page. So someone comes and 20% give you their email address but then 80% leave. So 80% of people leave, right? Like, oh, they're gone. But Facebook and YouTube and Google will allow you follow those people around and keep pushing them back and keep pushing them back till you get a higher percentage of people that can actually come and put their email address in, okay? That's outside of the context we're talking about now but it's pretty cool because retargeting has given the ability to the people who bounce and leave to keep getting them and keep coming back and you push them into your funnels, okay? So that is what a lead squeeze is. We called this a squeeze page because traffic is coming in. You're squeezing their email address out and then you're giving them value. And if they receive value at this step in the tier, right from your lead magnet this is amazing, I want more then they naturally want to ascend up the value ladder, okay? People that came into Double Your Dating, they came for the kiss test, they read this kiss test and like this is amazing, they read down and like what else does this person have? I want more value. I want to go on second date with them, right? And at the end of the end of the kiss test, right? What would I have on offer? And he said, "Okay, well you got the kiss test. I've got this ebook called Double Your Dating for $97. Do you want to buy the ebook?" And they're like, "Heck, yeah." They bought the ebook, boom, right? And people read the ebook like this is amazing, a bunch of cool stuff that happens like cool stuff in the ebook, guess what? I've got a live event where we teach men how to do this in life. Okay, the live is x amount of dollars and can people come to the event. Not everyone, okay, but a big percentage of people who got value of this step want the next step. And the live event is like, "Oh, by the way he's mentioning coaching programs." Boom, push you to the next step. Okay, and that's how this game is played, okay? Now for you all you guys are going to think about it a little differently. What does your business look like? Like what's my value ladder. Like y'all have to kind of figure out what's gonna be 'cause everyone's different, right? I remember when my wife and I first got married I had not had dental insurance for probably five or six years. I got married. My parents cut me off like, "You're an adult now, good luck." So I had no dental insurance, I couldn't afford it. Fast forward like six years later my business is running, I have a couple of employees. My employees come to me and they're like, "Hey, Russell, since I worked for you, can I get benefits?" And I put it in context. I'd never actually had a job before. I was wrestling so I never had a job. So I had a couple of employees and they're like, "Russell, we're gonna have benefits?" I'm like, "What does that mean?" "Like benefits where you pay for stuff for us." So I'm like, "I pay your salary." Like, "No, no like dental insurance and health insurance." And I was like, "Is this is really thing." I'd never heard that before, right? And, yeah, it really is. I'm like, "Okay." So I went and we figured out how to get benefits for our employees and we got dental insurance, right? And so I'm like, "Sweetheart, I haven't seen a dentist in six years, I should go to dentists." And about that time I get in the mail a lead magnet. I got the thing in the mail is a yellow postcard and said, "Hey, there's a new... We're a new dentist in town. If you want you can come into to our office and get a free teeth cleaning." And my wife and I are like, "Sweet we haven't cleaned our teeth in six years outside of her own brushing let's go." Boom, there's a lead magnet, right? Okay, so we call the dentist like, "Hey, we got this big old yellow postcard in the mail and you got a teeth clean?" He's like, "Sure, it's free come on in." So we come on in, right? Boom, I get the lead magnet. The dentist or the hygienist and they're all working on my teeth, cleaning my teeth are providing what? Providing value and like getting my teeth cleaned and do all sorts of stuff. And the dentist comes afterwards looking to like, "Cool your teeth are clean." I just had a question for you like, "Are you a smoker? Do you drink coffee or something?" And I was like, "What?" No, I'm not a smoker. No, I don't drink coffee either." I'm like, "Why would you ask?" And he says, "Oh, well, your teeth are kind of... Just like kind of yellow. I don't know if you noticed because I turned my yellow I assume, maybe you drink coffee or smoke or something." I'm like, "No, I don't do any of that stuff." He's like, "Oh, well, if you want," he is like I can provide you more value. He didn't say that but I can give you a teeth whitening kit where you start whitening your teeth at home that way it goes from yellow back to white. I was like, "Are you kidding me? Yes, please do that." He's like, "Cool let me you a fitting for some teeth whitening kit." He fits my teeth whitening kit I was like, "Thank you so much." And so I get that, right? So he provided more value and I had to pay for that, right? And then while he's doing more stuff he's like, "By the way did you used to have braces when you were young?" I was like, "Yeah, why?" He's like, "Oh, I can tell because your teeth are recrowding and a lot has happened with your braces off over years so your teeth are kind of recrowding. I'm like, "Are you serious?" He's like, "Yeah, they don't look bad but they are definitely like shifting around." And I was like, "Are you kidding me? Well, I don't want crooked teeth, what do I do?" And he's like, "Well, if you want we can build a retainer for you which help keep your teeth in place or we can do invisalign which will help realign." And I was like, "Yes, please," right? And so he did what? He provided more value to me, right? And so he's going through this so by the time he was done I got done with this experience of the dentist, I leave and I write them a check for $2,000 or $3,000. Now am I angry about the experience? No. Why? He brought me in to this thing for free. I got value, I'm like, "This is amazing. I got a free teeth clean, it's amazing." He's like, "Hey, I can provide more value. I can make your teeth whiter." I'm like, "Sweet make them white." He's like, "I can add more value, I keep your teeth straight." I'm like, "Sweet," right? And he could have offered cosmetic dentistry, whatever the thing was, right? But he had his own value ladder. That's how he made money off of me. And then the next day my wife came in she got her teeth cleaned and she left there $2,000 or $3,000 check in the process worked, right? Every business has a value out of it. If you don't have a value ladder yet, you're probably not in a very good business, okay? Your job is if you're like, "What's the process?" Why are you taking people through, okay? Now, again, that's kind of outside the context of the five day challenge 'cause our goal in five day challenge is this, how do we dominate this? How do we get so much value and people are like, "This is amazing, this one page of this framework." It's changed my life. This is awesome. I got this thing, I want more. Okay, like I said in the One Funnel Away challenge, we're starting on Monday we're going to go deep into this. Right, how do you create this sales funnel? So after they receive value, they're already getting... They like have a hole burning of pocket. I want to give you money. Like, "What's the next step?" You can be like, "Oh, here's the next step?" And pushing the next funnel. I wish I could spend like eight hours a day going deep into that but that's what the One Funnel Away challenge is. We're starting on Monday live just like this. So, anyway, does that make sense? So those are the two frameworks I share with yesterday. Okay, the value ladder and the understanding of very basic, very simple two-step lead funnel, okay? One of the most basic types of funnels to generate leads, okay? All right, so I'm gonna show you guys what the game plan is. Now that you have your lead magnet, today's assignment is we're gonna be building out the most basic, most simple funnels. The two-step funnel, okay? On this page in the funnel you are gonna give people your actual lead magnet, okay? The thing you created yesterday you're gonna give it to them. Then come here there is gonna be a big button that says download and they're gonna download your one pager, right? You're gonna tell them thank you. We call this a thank you page. Okay, 'cause it says thank you. Thank you so much for giving me your email address here's where you can download the lead magnet I just promised you. Okay, this is a thank you page. Okay, this page right here is what we call a squeeze page. Okay, squeeze pages are very simple. They're very basic. The most easiest page in the world came. Okay, most of my squeeze pages take me less than five minutes to build. Okay, I built six of them for you that I'm giving you on the one pager. You have a chance to see them in a minute. Okay, basically what a squeeze page is, there's typically a headline, maybe a sub headline, a picture of your one pager and the spot for them to put in their email and click submit. That's it. One of the most simple things in the world. And sometimes like Facebook they want you to have longer pages, okay? If you do just add some more bullet points down below with more context of what they're gonna learn about in your one pager. That's your squeeze page, squeeze page, thank you page. Two pages, most simple funnel on the planet. You can literally create it in five to 10 minutes, okay? And so that's what we're gonna be creating today. It's gonna be a lot of fun. Now, a couple of things, okay? The tool that creates these funnels. If you know me at all, if you've listened to me, anything I've said in the last six years you've probably heard of ClickFunnels. Okay, ClickFunnels is my company. It's the tool that builds funnels. We have over 120,000 active members who use it, okay? A lot of you guys who are here already have ClickFunnels accounts. If you don't yet I'm gonna give you guys a 14 day trial to use it today so you can build out this funnel so you can have your very first lead squeeze funnel, okay? That's number one. Number two, one of my business partners, Jim Edwards, creates some really cool software that we can give you for free today as well. And then when go in here you're gonna take information about who is your dream customer, right? We talked about your dream customer yesterday. Who's your dream customer. He's asked you a whole bunch of questions about that. And then who is my dream customer, what do they care about and you fill out this form. When you fill out the form then there's two or three forms you're gonna fill out, you're filling about your dream customer about things like that. And then you click a button and what it's going to do is it's actually gonna write all these things. It's gonna to write the headlines, it gonna can write the sub headlines, correct? All these different bullet points. It's gonna write the copy that goes right here. It's gonna write all that stuff for you. You fill out the form and you click submit and writes it all for you then you literally just copy it and paste it. Copy, paste, copy, paste, copy, paste and now you've got a funnel that's set up and ready to convert people and they show up. Okay, this is called copy. The words on the page is called copy. Copy is something that gets people to do something you're gonna to do. And you can guess and try to write good copy but the software has been built for you is gonna make this copy super easy deal, it's high converting. It took the best headlines from all time. Like over the last like 100 years from the best highest converting headlines and reverse engineer in the software. So you tell them your product it'll pop out like here's a hundred headlines based on the highest converting headlines in the history of the world. And you take those and say, "Oh, this will actually go to my landing page and you can tweak it around, you can change them but it's powerful, okay? You don't have to guess and think like what's gonna work. Like the software is gonna write a copy that's gonna work for you out the gate. And we're giving that to you for free for being here. So that's a gift we wanted to give you guys 'cause it's gonna make this process simpler, okay? And so today's assignment, like I said, if yesterday if you did your assignment it means you already have, oops, you already have the lead magnet done. So today we're gonna build the two pages, we're gonna put the plug the copy in, we're gonna plug the lead magnet on the download button and then you're gonna be finished, okay? It shouldn't take that long. If it's your first time on ClickFunnels it might take you a little bit of time but there's a video of me walking through every single step of the process and it's not gonna be hard. Okay, tomorrow what we're gonna be doing is, after somebody gives you their email address, right? Now we have these emails that go out, right? The question is what do we say on these emails, okay? There's actually six emails we sent out initially, okay? Six emails to build relationship people and get them to buy to your next thing in your value ladder. Okay, so tomorrow I have a special guest, Jada Golden, who's gonna be coming and talking about what to send in those six emails. We also built software for you where you fill in the form, you click the button and it'll pre-write these six emails for you and then you plug those into ClickFunnels. That's happening tomorrow. It's gonna be really, really cool but for today this what we're doing on these two pages, okay? All right, I'm gonna have my team pull the one pager. So on my screen here this is the one pager I'm gonna give you guys today. We love one pages, they're the most exciting thing in the world. Number one you notice the very top it here it says... Scroll back up to the very top. It says your next challenge is you choose except to start sitting one phone, wait 30 day challenge. If you want to join the live challenge that starts Monday, okay, this is the 30 day challenge. We're gonna go through and build out your actual sales funnel. The second tier in the value ladder, click on that button and sign up. It is not... The 5 Day Challenge has been free, the One Funnel Away challenge is $100, okay? So if you want to go the next step with me, if you receive value here so far and like I want to go next to your Russell's value ladder to figure out how to build out my next and my value ladder click on that link and join the challenge. Okay, you don't have to but that's there if you're looking for it, okay? This video right here now, this is a 32 minute video of me teaching and showing the actual tactics. Okay, this is me literally going to ClickFunnels and doing it and then going to Jim's software and doing it. So you'll see me at my house hanging out with you doing your assignments. You have like, "How does work, I'm confused" Watch the video, I do the assignment with you. Just pause it copy me, play, pause, play, pause, and just do it with me, okay? As scroll down here and see what the landing page looks like we're gonna be building here. Here you get your ClickFunnels 14 day trial. Here's where you get the funnel scripts light tool that's going to write all the copy for you. And then these are six different templates I built out for you, okay? So there's six landing page templates that are amazing. This first right here, this is the landing page template. It has been the highest converting one for me. I will show you in the video but literally that template there over the last year has got me over 250,000 leads and I gave you that one as well. A bunch of other really cool ones are there so you can pick one of those six templates you want to use. You click on the button it copies into your ClickFunnels account and you can edit it. Okay, so there were three quick little video of me and Jim, you click on that video, it'll take you to a page. It gives you the software, it shows you how to use it. You're gonna fill in that software, click in the blanks, click submit and write all the copy for you, okay? Let's go back to the one pager. Oh, we just lost it. So, again, the software you filled out it'll write it all the copy and we can get back to the one pager here hopefully. He calls the back buttons. We can it get back. There we go. Oh, open a new window there you go. Okay, then you take the copy from Jim's software, you can plug it into the ClickFunnels page and then just go through. Basically, you go through the to-do list. After you finished the do list everything would be done. Oh, September 3rd, other cool thing is, remember I told you here typically I have a picture of my ecover for the thing that the lead magnet they're getting. Okay, if you want inside a one page is actually a really cool tool that will build you out. and actually ecover. You fill in some blanks, click the buttons and boom it creates an ecover that you can then put on your squeeze page here or else I give you two other resources of places you can get your covers design. Okay, I'm not a designer. I don't know how to design things so you can either create it for free inside of one pager or you can use some of the other resources like one is called Funnel Rolodex. Funnel Rolodex is a marketplace of funnel builders and designers who can design these things for you. Okay, if you're like I don't want to do a funnel, Russell, I'm scared to death you go to funnel Rolodex and there's, again, programmers designers you can hire to build your funnels for you. There's always people can do the ecover for you there as well. Okay, there's other resources as well but all of the stuff's on the one pager. This is our gifts use of scroll, go back to the top and getting rid of... Get the one pager. The first thing is, watch this video. It's gonna show the assignment and then go through the assignment. By the time you're done you'll have your lead funnel done and ready to rock and roll, okay? These two pieces will be done and you'll be prepared for tomorrow 'cause tomorrow we're going to be building out the email sequence plugging it in. And when that's done, then Friday we're gonna be dumping tons of traffic into this thing and your first set of leads will be coming through and it's gonna be fun. So with that said my team is gonna put the link down below. This link it say one pager, okay? Get in fivedayleadchallenge.com/clickfunnels. That is going to take you directly. It'll automatically take you this page save the page and now you have it inside your one pager your account and you can go to the homework assignment and all the other things involved. That's like fun you guys. I'm having so much fun of these. I hope you guys are enjoying today's training and all of these trainings so far. I'm super grateful. First off to have the platform be able to share this with you guys. Like I said, it means the world to me watching you guys have the aha moments like for the very first time. I still remember experiencing a lot of these ahas myself and I love giving them to you. It's hopefully, as my aha moments and now it's just doing the actual work and works that hard luckily. Okay, we started the most simple funnel a two-step funnel. It's very simple, it's very easy. I give you templates, we give you software and we will will write copy. We give you software to build out the ecovers, all the things you need. Again, it's all on one pager down below. So go to fivedayleadchallenge.com/clickfunnels. It'll take you to this one pager, save in your account, watch the video, do the assignment, and then we'll be meeting back here tomorrow. Same time, same place. And then your email sequences is written out and plugged in and we're one step closer to the finish line. So that's it, guys. Thanks, again, so much. Get the one pager down below and I will see you guys tomorrow. Bye, everybody.

This is day 2 of the 5 Day Lead Challenge. If you want to watch the video of this episode or download the OnePager, go to 5dayleadchallenge.com. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up, everybody. Welcome back to the Marketing Secrets podcast. I hope you enjoyed our last episode, which was day number one of the Five Day Lead Challenge. Today, we are moving into day number two. And again, this is a recording from a live event I did that you can go and get the actual videos if you want to see them, you can download the one pagers and get the homework assignments all those things for free. All you do is go to fivedayleadchallenge.com. You can get those things. I'm going to play day number two for you right now. And day number two is all about creating your lead magnet. What is the thing you can create that's going to get people to come from Facebook, or Google, or YouTube, or Instagram, or whatever, and actually give you their email address. And the better your lead magnet is the more people will give you their email address. So we're talking about how to create good lead magnets, what they look like. And then I'm actually going to be talking about one of my favorite software tools, second only to click funnels, and it's called one pager. One pager is how I create most of my lead magnets as you guys have probably seen. Again, there'll be parts of this that I'll be demoing stuff on a screen that you won't be able to see here on the audio podcast. But if you want to go see the video version and get the one pager, and the homework, and assignments, and things like that. Again, all you got to do is go to fivedayleadchallenge.com. So that said, I hope you guys enjoyed day number two, Creating Your Lead Magnet. Welcome back to day number two of the 5 Day Lead Challenge. Are you guys half as excited as I am? I'm not gonna lie of all the five days, this is the one that I've been looking forward to the most the teaching, the coaching and walking guys through, this one is gonna be so much fun. And so I'm pumped to see all you guys, thank you so much for hanging out with us today. Hopefully, you all had a chance yesterday to watch day number one. Day number one, the goal of that was to kinda give you guys a broad overview of this is what the process is, what the system is, what the frameworks look like, and today we're actually gotta get our hands dirty and start building something which is exciting. And so I'm pumped to be here with you guys. Thank you so much for hanging out with us, thank you for everybody who's been sharing these videos. I think before he pulled up, there was like almost 300 people that shared the videos already on social, these lives, thank you for sharing it. If you know anybody else who should be here, please tag them in the comments down below, and that way we can get more people coming and hanging out for this. Like I told you guys yesterday, over 35,000 of you guys registered to be part of this. We had over 11,000 people on live yesterday between Zoom and Facebook and YouTube, and then over 9,000 of you guys watched the replays, so this is amazing. This is like such a huge honor for me. So today's the day, like I said though, I'm most excited for. Today we're gonna be going into actually creating your lead magnet, your one pager and it's gonna be a lot of fun. But before I get too deep into that, I spent time yesterday looking through all of the tens of thousands of comments and questions, I also talked to a lot of you guys who were on and who had questions and stuff like that. So I wanna do a couple of things just kinda help and make sure that we're bridging this gap before I dive deep into the fun stuff I've got prepared for you guys today. Does that sound good? Okay, so the first thing I wanted to do, a lot of people, especially people who're kinda in different types of businesses were asking me about like how does this work Russell? Like I understand I need leads for my business. You talked about email list, you build a big list, you can send emails to but like, how does this work for my specific business? And so I wrote down a couple of different ones I wanted to kinda give some case studies and examples for, okay. So the first one I talk about, this is for like a traditional business. It's like a brick and mortar company. So I got a couple of good examples of this. One of them, one of my friends actually told me this story, he lives down in Florida and he is a guy who is like me, builds big email lists and stuff. And one night he went to order pizza, this is pre-COVID stuff, so you could still go and hang out and eat with people. And he goes to the pizza place and he sits down and he's waiting for the pizza guy to finish cooking his pizza and give it to him. And it's the local shop, so it's not like a big chain, it's just like a local dude who has got a pizza shop and having a lot of fun. And he starts asking my buddy like, "So what do you do for a living?" And he's like, "Oh, I'm an internet nerd, and this is what I do." And the guy was like, "Well, how do what you do work for me? Like I don't understand, I'm a pizza place. How do I use the internet, like how does actually work for me?" And so my friend came back to him and said, "Okay, well, let's do an experiment." He said, "Right now how are you getting leads? How do you get new people coming into the store?" And he said, "Well, word of mouth, we've got a yellow page ad, we were in some newspaper ads." They had some things they were using to drive leads in. And he said, "Okay, what I want you to do for the next 30 days, is we're gonna do an experiment. Okay, so for the next 30 days, when people come into your store is I want you to give them a lead magnet." He's like, "What's a lead magnet?" He said, "Well, in your case, a lead magnet for your pizza place is give people say, if you give me your email address I'm gonna give you a free topping, I'm gonna give you a free drink or something." And he's like, "Find something you can give them in exchange for their contact information." And the guy is like, "Okay, what am I gonna do with this like just right now for 30 days just get their contact information, I'll come back in 30 days and I'll show you step two in the plan." So the guy is like, "All right." So he put up a little sign that said, "Give me your email address, put your business card in here and we'll give you a free," I can't remember, "Free topping or something." And so the guy did that for 30 days. And at the end of 30 days, my friend came back to his place and the time he had 600 email addresses that got collected in the last 30 days. And my friend said, "Okay, now I'm gonna show you the next step in this process. These people came in, these are all leads, but these leads, we're gonna put them into an email list. Okay, we've got 600 leads." So he took them, he went and he set them into an email list. And we'll talk about how to do this actually on day number four. But he uploaded all these leads to an email list, and he said, "Why don't you use every single day at four o'clock, when people are still at work, they'll be getting ready to think like, "What's my dinner plans?" And he's like, "I want you to send them an email. And all the email is gonna say is, "Hey, it's four o'clock. and a lot of you guys are thinking about what you're gonna have for dinner, if you want, I can have a pizza ready for you in the next hour. Just call this number right here and I will have your pizza ready and you can come drive by and pick it up on your way home." So that's what he told him and said, "Every single day at four o'clock send that same email. You can tweak it if you want, but just regardless, send out the same email every single day." So the guy was like, "Okay, I'm gonna do that." And then my friend said, "I wanna test something though," and he's like, "I need you to set two phone numbers, it's gonna show you like, how much more valuable this is and all the other advertising you're doing." And the guy said, "Okay." So he had all the other advertising would go to one phone number. So the yellow pages, the radio ads, the newspaper, everything would go to one phone number. Then the email list went to a separate phone number, and I want you to track over the next 30 days, every day send out this email, and then I want you to see how many leads or how many customers came in from your email list versus all the other types of advertising you're doing. So then, okay, so he did that and he starts sending emails once every single day, every single day, four o'clock, send the same email send the same email, the guy didn't even edit the email. He just like copied and pasted it every single day. And after 30 days my friend came back and said, "Okay, what are the stats?" And the guy said, "It's crazy." He said, "My company has been so busy." He's like, "My best customers keep coming back." Before they'd come once or twice a quarter. Now, they come back once or twice a week to buy from me 'cause I'm putting these messages out in front of them. He said, "I did the math." He said, "Right now for every one phone call I'm getting from all my other advertising efforts, I'm getting four phone calls from my email list." And that's the power of it. So that's how it works for traditional local business. I had another friend who runs a gym. And he was actually my trainer for a couple of years and we're hanging out and we were lifting weights and he was telling me how to do stuff. And he's like, "So how would your internet stuff work for someone like me, I've got a gym?" I was like, "You know what?" And he was like "My Facebook ads, how's it gonna work?" I'm like, "Well, you can do that but let's go with the low hanging fruit." I'm like, "Do you have a list?" He's like, "What's a list?" I'm like, "Okay, do you have any leads?" He's like, "Kind of, not really." I said, "Okay, well, do you have dead files?" He's like, "What's a dead file?" I'm like, "A dead file is someone who came into your business at one point and that you have their contact information. They either trained with you, they didn't and they left, but you have their contact information, their email, right?" He's like, "Oh yeah, I've got tons. I have a whole filing cabinet full of those." I said, "Okay, this weekend, we're you to grab all those and put them all on an Excel sheet like the name and email address of all the people. And on Monday, I'm gonna show you guys the magic trick. I'm gonna show you magic trick." He's like, "Okay." So that weekend he went through his dead files, he put everyone's name, email on the list. He came back and on Monday I was like, "Well, how many do you have?" He said, "I had a little over 300 people." I said, "Okay, let me show you a magic trick. I'm gonna fill up your gym completely off nothing but your dead files." And he's like, "How does that work?" I said, "Watch this." So I took his 300 names, we put them in email list and I sent an email to that list. I said something, it was towards the new year. I said, I think the subject line I tried to get it, he wouldn't let me do this. But subject line was, "Are you fat again?" He was like, "I think it's gonna offend some people." I'm like, "Okay." We wrote an email basically saying, "Hey, one time you came in the gym, but you're no longer here. Right now, we got a special offer where you can come in like do free training session and blah, blah, blah, blah, blah." He sent the email to just the dead files. The 300 some people who come in at one point. From that, he got 60 new clients to call him on the phone, come in and do a session and completely filled up his gym. And I came back to him like two or three weeks later, I was like, "Hey, ready for step two." He was like, "No, he's like, my gym's filled. There's nothing else like all my sessions are filled. I can't do anything else." All from just an email list. Can we just understand this is the power of your traditional business, how these email lists work. Oh, just to get the wheels spinning 'cause everyone's like, "Oh, I don't wanna a pizza place, Russell. Or I don't run. I don't run a gym. This works in any business. We had a girl that used to live by us. And I think she was 14 and 15 years old. And she was a babysitter. And I don't know about you guys, but for me it's like every weekend, it's like, "Oh, I want to go dance with my wife and I need to call a babysitter." And like all these things, it's like, ha, so frustrating. So we found this one babysitter, she was awesome. But the problem was she was in high demand. So like, and I didn't know why at the time it was like we'd get her one time and it would be hard to get her back and forth. And then one day when she started doing it was crazy, every Friday at about noon we would get a text message. This text message went out to us and probably 10 or 15 other families who she used, who would babysit. And she would text, excuse me. She said, "Hey, this is so-and-so." Excuse me she said, "I'm open to babysit tonight and tomorrow night, if you're interested text me back, first come first serve." And I get that text every Friday at like noon. And as soon as I came in, I'm like, "Oh." And I try to reserve my time. And she was booked up every Friday, every Saturday she had babysitting lined up every single week for the first, like it was insane because she had this list of five or six families, 10 families, whatever it was that she babysat for. And every week she sent the message out reminding them like, "Hey, I can babysit tonight." We're like, "Oh, thank heaven, I'm not gonna call a babysitter. I can like, this is great." And like that fast, she fill up her schedule just from her tiny email list of like 15, 20 people. So that's kind of how this process works. Oh, I'm gonna show you guys an example. Another one, a lot of people are like, "Well, I'm a network marketer, I'm a network marketer. How does this work for me?" So network marketers, a lot of times people in network marketing or affiliate marketing like this doesn't work because I don't have my own product, Russell. I don't have my own frameworks, I don't have these things. And I'm gonna show you guys about frameworks a lot today. But just think, for example, let's just say one of the network marketing companies I'm really familiar with is Proven. I do a lot of work with those guys and Proven is a product that helps people get their body in ketosis. So it's like, what if let's say that that's your product? That's the result that your company offers. So like what if you went and created a lead magnet it's gonna show that here's my number one recipe and how to get my number one keto recipe or here's 12 ways to get in keto faster or whatever. You make a lead magnet like that and you start driving traffic. I'm gonna show you guys here and you get a list of 10, 50, 100 people, 500 people, who are all downloaded your one-pager, your lead magnet, about how to get your body in ketosis or whatever it is. And now if the product you sell, is it something that's related to getting people in ketosis. Now, you can send emails to that list and say, "Hey, we have a special promotion happening. Hey, we have a sample going on. Hey, we have this thing." And you send emails lists to get people excited. This works in any company. I think about doTERRA is another company. doTERRA Essential Oils. What if I made a one page or a lead magnet? It's like, "Hey, here's six essential oils to help build up your immunity during COVID-19." That becomes a lead magnet. I send out, people start opting in and building this list of people who are learning essential oils. Now, I've got a list of my dream customers. Now, you send emails, getting them to sign up and become a distributor underneath me. See how this works like there's so many use cases and so many ways. Again, you'll see more ways to here in a minute. E-commerce, let's say you're e-commerce, so you're like, "Hey, I'm an e-commerce, Russell. I don't understand this whole list building thing." Well, let's just say, let's pick your e-commerce store, let's say you are selling camping stuff. So let's say e-com and your market is camping. So let's say I sell camping gear. I sell tents, I sell, I don't know, mess kits, I sell camping stuff. I don't even know what camping people do. I'm not a camper. But let's say I've got those camping e-com store. What if I make a lead magnet that's like, "Hey, the six best places in the United States to go camping or the five things you must have to be able to go camping." And sleep , talking about camping stuff. My dream customers, people interest in camping buy that or excuse me, opt-in to give me the email address. I build a list of 1,000, 2,000, 5,000 people interested in camping. And now it's the emails like, "Oh, by the way, have you seen my new camping thing, have you seen this, have you seen this?" And you can sell them the products in your store. So again, it works for every business. You have to kind of think a little bit about how to bridge that gap for yourself so hopefully some of those examples will get the wheels in your head spinning. I just wanted to start that way 'cause I know some of you guys a lot of people were like, "This is awesome, Russell. That's not gonna work for my specific business." It works for every business. I promise you that. If your business needs leads, it'll work for it. You just got to think outside the box. Like what is the lead magnet I have it's going to get my dream customers to come to me. So that's the first thing I want to share to kind of bridge the gap. Now with that, we'll start diving into the frameworks I wanna share with you guys today. Are you guys ready for this? We're gonna go, I think I got three frameworks I'm gonna go deep into that I'm excited to share with you guys. Anyway, I think you're gonna love them. So the first thing I want to start with, I kind of touched upon this yesterday, but I wanna go a lot deeper in it. So every single business, I don't care what business you're in. The first thing you have to ask yourself, step number one it's always figuring out who. Who is your dream customer? Who is the person that you've been called to serve? A lot of these people are like, "Oh, businesses is business." Like no, no, no. Businesses are all about serving certain group of clients. My business, I'm obsessed with helping entrepreneurs. So my dream clients are entrepreneurs, people who are starting their own businesses. People who want to change the world. That's my dream client. I have a very clear picture of who that person is. So my first question for you is, who is your dream client? Not like who's the random person who sees your ad and comes into the door. Who is your dream client? Who is the person that if you could work with them all day long, you do it for free because you love that person so much. That's what you gotta be thinking through. Who is your dream client? That's the first step in here. And you have to become crystal clear on who that person is. If you don't know who they are it gets really hard to attract them. If I'm like, "Oh, I'm just trying to get customers. I don't know." If you do that, you're gonna attract random people off the street. But if you know exactly who you are looking for, it gets really easy to attract that person. And I could go on for days. In fact, if you read the "DotCom Secrets" book, the very first section, I talk a lot about this. Like who's your dream customer, you gotta figure out who that person is. So that's the first step, who's my dream customer. The second thing it says that every business is in the job, I don't care what business you're in, your goal is to figure out who your dream customer and then get that person a certain result. Like that's the goal. So I don't know who is. And the second question is, here's this big journey they're going on up the mountain. And the second thing is what is the result that I am getting for them. Now, in most businesses there's a lot of different types of results. Right now I think like what's a certain result that you can get for your dream customer. So think about, it's like let's say your dentist. So my dream client are people local area who want straight teeth, that's my dream client. What's the result I get for them? I help them get straight, clean white, beautiful teeth. That's the result I get somebody. If you are a masseuse, who's your dream client? It's somebody who's trying to get in good shape, someone who's trying to get their body in shape and things like that. There's your dream client. What's the result you're getting for them? I'm getting out of pain, helping them to be more relaxed and help do whatever the thing is. There's a result I have for them. If you are any business, like for example, right now before I started this whole 5 Day Challenge, my question was who are my dream clients? My dream clients, people are trying to figure out how in the world to get leads for their business. What's the result I wanna get people? I want to show them exactly how to build out a lead magnet, a squeeze page funnel, and drive traffic so they can start getting leads, like that's the result I wanted to give people when they started on this path. So for you those are the two first questions, who's your dream client? And what is the major result you're trying to get for them? And now you stop for a second, say, "Okay, that's the major result I want to try to get for somebody." So then the question is, what is the step-by-step process to get them the result? You've been on this path before. You've already gotten this result. If you haven't gotten this result, you're not in the business of getting people that result. That way if you haven't achieved the thing you're trying to promise people you're going to help them with, you shouldn't be in that business. So if you're trying to help them get result means you've already gotten that result for yourself. So the question then is, well, what were the steps for you to get the result? What was the first thing you had to do to get towards that result? What was the second thing you did? What was the third thing you did? What was the fourth thing you did? What was the fifth thing you did? What were all the steps you did to get that result? So think for a second, what were the things? Here's a 5 Day Lead Challenge, guess what my results were? For number one I had to create a lead magnet. Number two, after lead magnet I created a lead funnel. After lead funnel I had to create an email sequence to build a relationship with the list. I thought I'd launched my funnel, get traffic coming in. And then so these were the steps I had to do to get leads into my business. So before I did this whole training I sat down saying "What's the framework I need to teach people? What are the step-by-step process that I have to show people to do to get the same result that I got." So I take those step-by-step things and I create what I call a framework. And a framework is just the step-by-step process. In framework say step number one, you do this. Set number two, you do this. Step three, four, five, six. And like I walk some people through the actual framework. You call it a framework we call it the recipe. Like this is the recipe. If my results to make a cake, what's the first step making cake. What's the second, what's the third, what's the four? It's not difficult to make a cake when you've got the recipe. Your job as a business is to help people. Your basically you're creating a recipe to get your dream customer a certain result. That's all it is. Every business, I don't care what business you're in. You offer people result and you have some kind of framework, some kind of proprietary framework or recipe or process or something you take somebody through to get the result. That framework, that process is what I'm gonna call your framework, like I call them a framework. But it's a framework. It's a step-by-step process. This is the thing that becomes your lead magnet. And I'll go deeper 'cause people are like, "Well, what?" I do a lot of results, what's the right one? I'll show you guys that here in a few minutes but this is the first key is the framework. As I do in notes here today, I was mapping out some businesses I wanted to share examples for anyone, 'cause again, people always like how's this work for my specific business? So here's a framework. So let's just say your dentist. Your dentist, your dream client is somebody who's trying to get straight white teeth. That's the result they want. So what's step-by-step process? Step number one, you've got to brush your teeth twice a day, morning, night. Step number two, you've got to floss. Step number three, you've got to use mouthwash. Step number four, you gotta use teeth whiter. Step number five, you gotta come to the dentist. Step number six, and you have a step-by-step process to get in that result. So if you're a dentist that's the framework. That becomes the lead magnet to get somebody to come in. Let's say you are selling a ketogenic diet or you're network marketing program is selling ketogenic things. So let's say your dream clients are people trying to lose weight. You lost weight, how'd you do it? Here's a step-by-step process I used to lose weight on the keto diet or the paleo diet or the whatever you're thing is. Here's my step-by-step process. That becomes the framework now that you're going to share with people. Oh, I was going to show you some examples. So some of the products I've created throughout the years. My very first product ever created somebody hasn't heard about this one was my how to make potato gun. All this was me saying, who's my dream clients? Somebody who wants to make a potato gun. What's the result? I'm going to use my potato gun. How to make potato gun? What's the step-by-step process? Step number one, you got to go to Home Depot and buy the pipe. Step number two, you got to cut the pipes to slice. Step number three, you got to get the glue. Step number four, and basically I wrote here's the framework of the step-by-step process to create a potato gun. I sat there with a video camera and I recorded myself teaching step one, two, three, four, but this was just a framework of how I made a potato gun. That's it and that became a product I could then sell or I could use as a lead magnet or I could use for a coaching program, whatever it is. But this framework is a step-by-step process to get a certain result. There's the result. Let's see, if you've read any of my books, all my books, these t's like "Dotcom Secrets" are all the frameworks of all the sales funnels, how to build sales funnels. Expert secrets is the frameworks on how you tell the stories to convert people inside your funnels. Traffic secrets are my frameworks to get traffic. If you look at one of my books, "Network Marketing Secrets." These are all my frameworks. If my dream client's a network marketer, the result is how to use funnels to get leads for network marketing. This book was my step-by-step framework to be able to do that. "30 Days", this is one of our products called 30days.com. And what I did is I interviewed 30 people and I asked them this question, I said, okay let's say you're going to a brand new complete newbie. Somebody who didn't know anything. So there's my who. And their goal is how did I build a business in 30 days using nothing but ClickFunnels? What would I do? And I had 30 people write a chapter saying, "Okay, well this is what I would do. My step would be step one, two, three, four and this is the process I would go through to get that result. I have 30 different people each write a chapter in here, telling me what their step-by-step result would be to help somebody who's brand new to the launch funnel inside of ClickFunnels in 30 days. I took all these, put them into a book and became a product. I could take one chapter out of this and that chapter could be lead magnet. Like let me show you how Liz Benny, her 30 day plan to go from beginner to startup. However, give me your email address, I'm going to give you Liz Benny's plan. I think one of those out in that framework is something that can become lead magnet. All right. So what a framework is. Does that make sense, you guys? And so all you guys have frameworks Everything we use has a framework. So I wanna start thinking like what are your frameworks? What could your frameworks be? 'Cause everyone's got them. So let me start thinking through that. And I'm going to show you guys in a minute how to pick the right framework 'cause my guess is you have more than one. Mostly guys have more than one result. You can get somebody. But the key there is you're creating a framework. Now, one thing that I'm excited for today you guys will learn about in your homework is how do you make that framework tangible? A lot of us have a framework. Oh, I have a process, how do I turn that into a lead magnet? How do I make it a tangible thing? How many of you yesterday downloaded the one pager I gave you? The one pager is my new favorite tool. As you can tell, I'm obsessed with. Every day of this challenge, you are getting a one pager and then I'm giving you a bonus one this weekend I created two. The one pager literally all it is is it's taking this framework you created and it's making it tangible. It's tangible where somebody could actually take it. They can give you their email address, you can give them something. So one pager is a way to take your framework and then turn it into something you can give people. And again, your homework summit tonight is gonna a chance to actually take your framework and you're gonna build out one page or so. When it's done, you've got this amazing one pager here where it's got your entire framework built out. Like I said you guys got one yesterday. One of my one-pagers yesterday is an example. I'm gonna give you another one today and you'll see it as an example of an actual framework. In fact, back in the house, guys let's pull up the framework for today. So this is the framework I'm gonna be giving you guys tonight for your homework and I'm not gonna go through it now. But if you scroll down really, really quickly, this is basically thinking day two's framework the step-by-step process and it's all in here. So I took my framework and I made it tangible by turning to one pager. Now, I'm gonna give all you guys. So my goal for you guys is the same kind of thing, is you're gonna take this framework you're creating or make it tangible by turning into a one pager then you can give somebody when they give you their email address. All right. One other thing. Oh yeah. One other thing as well as we're talking about frameworks, this is happening more than I think most of you guys realize, more than I realize. And it's, I want you guys to see it. If you watch the way that I teach or the way the products I sell, the things I'm doing all the time, they're always frameworks. Everything I'm doing is a framework and "Dotcom Secrets there's probably 30 different frameworks I share. Expert secrets is probably 22 different frameworks. Travel secrets is like 40 frameworks. They're just different frameworks I'm teaching people and they're all in there. How many guys know what's these right here? This is the manual for Unleash the Power Within. So this is interesting. So 10 years ago I went to Unleash the Power Within, Tony Robbins event, actually probably 12 years ago now. First time I met him in person was in this event was really, really cool. And as I went through this four day event I remember just being blown away. I was like, "This is the most amazing thing in the world." Like, I don't know how Tony does this. How's he gonna stay for 50 hours straight without any notes and teach all of this kind of stuff. And like has these trans these things where he's transforming people's lives like was just the most amazing thing. I felt like almost like "The Wizard of Oz." Like how is he doing this? I have no idea how he's making this whole thing happen. It was so cool to see. And so that was kind of the thing. And then 10 years later, 12 years later, UPW went virtual, And so I wanted my kids to experience this so we signed up, my wife, my kids, we all did together. We got the workbooks and we sat down and Tony got onstage. Virtual stage, day number one, he started teaching. And as he was teaching, really quickly, I was looking at his whole teaching through a different lens than I typically did. In the past, 10, 12 years ago, the first time with UPW I was just like, "This is amazing. I don't really see what happening." Now, 12 years later I've had enough experience. I was like, "I want to study not so much what he's teaching, but how he's teaching. Like, what's his process? Like how does this actually work? And day one, he started teaching and all of a sudden he started teaching and he broke out his very first framework and he start teaching his very first framework. There was a result he was trying to teach us and he walked us through his first framework. And I was like, "Interesting." So what I did is I opened up my notebook and the very first page here I wrote down the framework. The framework was called three levels of mastery. The result that Tony was trying to get everybody at UPW is let me show you how to master something, how to gain mastery. He said there's three steps to it. Step number one is this, step number two is, and step number three is this. He spent like 45 minutes teaching three levels of mastery. And I was like, "Cool." And then he all of a sudden, he went to the next framework. He said, "Okay, next framework." He didn't say it this way. Next thing is the three mandates of leadership. I'm gonna teach you guys the result, how to become a leader. He said there's three mandates of leadership. Step number one is this, step two is this, step three is this and he went on. I wrote down that. There's a second frame he taught three mandates of leadership. And all of a sudden Tony went from there to the next one. He said, "Okay, I'll teach you guys my success cycle." Boom the result, how to be successful. Here's the step-by-step process for the success cycle. And then he went on the next one and it was the three decisions that changed your life. He said, "Here's the result, I'm going to show you guys how to change your life." Here's the three decisions, boom, boom, boom. Then he went, the three patterns of focus and meaning. How to change the meaning in your life. How to change your meaning, you change the meaning change life. Here's the three patterns of focus. And then the two primary fears. You're struggling, you have these fears. Here's your primary fear, how to break them. Number three, the three ways to grow a business, boom, boom, boom. The two ways to master skills, the three forces of creation, the three chunks of practical psychology. The three things that cause suffering, the tried, the three molders of meaning and then the six human needs. And I watched it. That was day one, one, two, three, four, five, six, seven, eight, nine, 10, 11, 12, 13, 13. So day number one at UPW, Tony went through 13 different frameworks. This is how Tony is able to get up and speak for 50 hours without notes. He's like, "I have my frameworks, I know what they are and I'm just gonna go through them in order." Step number one, I'm gonna teach you guys the three levels of mastery. Step number two, the three mandates of leadership. Step number three, the success cycle and on, and on, boom. That was day number one, UPW. Day number two, he had a whole another set of frameworks. Day number three, a whole another set of frameworks. Day number four, a whole another set. All you guys have frameworks to do the thing that you do. You just didn't know what it was. First time I watched Tony speak I was so mesmerized. I didn't understand and all of a sudden, the second time I felt like it was like "The Wizard of Oz." Like I saw the guy behind the curtain like, "Oh, he's just he's got a whole bunch of frameworks that are amazing and he's teaching them like that that's the secret." A lot of guys like "No, I think people see things, no you don't." You went to dental school and somebody taught you a result. You learned the skill set and you came back and now you follow the step-by-step framework to get people's teeth cleaned or you're an orthodontist and you know how to get the results like get people see straight. That's what I do, no, no. All you did is you went to college, you learned a framework, you came back and now you apply that framework to get people see straight. Every business you're in that's all it is. You have a dream customer, they want a result. You know how to give them that result. You went through the process, you paid the price. At one point you did it either through school or through learning for somewhere. Somehow you learn that thing and now you're helping through the process. That's it, that's the game, you guys. You have to understand that you have these frameworks. And so that is the key to building out lead magnets is the key to creating products, is the key to creating services, is the key to creating everything is understanding that you have frameworks and start looking for them. So I to show you that 'cause I want you to see like that's what everyone's doing, that's what I'm doing, that's what Tony's doing, we have our frameworks we teach them, we show them. So my frameworks come in training like this So I take my frameworks I develop them into software. Some people create framework, they turn those frameworks into supplements. Here's the supplements to take, to get the result I want. Some people doing the coaching, we do consulting Some people do with actual physical products like every single business is that. Think about a restaurant, what's the result in the restaurant? My dream client, somebody's hungry, I'm going to feed them this food. They're gonna feel happy. What's the step-by-step process? They come in, we feed them this, we do this, we take it. And here's the process we go through. So all you guys have frameworks. The value you have is your frameworks. So when you start thinking through that through a different lens and somebody's like I don't have frameworks yet. I promise you do. You just haven't started identifying. This is your job to start breaking down like what are my frameworks? What are the things I know how to do? When I create my potato gun DVD I didn't know it was a framework. I just knew how to build a potato gun. So I made a product teaching it. Looking back I was like, "Oh." I built the frame. I built a potato gun so I had a result. I just wanted to replicate so I walked into the process now everyone can build a potato gun. There's a recipe it's really simple to do. All right. So this is the key. You guys understand that? So next question is like Tony had 13 different results and frameworks for day one. Like what's what frameworks should I be using? That's the big question. So let me come back. And so what I want to talk about is there's this path of you taking your dream customer on a journey and there's different results you can give somebody. There's like big results. Like if you look at my mission, my mission is to help entrepreneurs like you to grow their companies through sales funnels. That's the big result. Like that's the ultimate result I want to get for somebody. There's a lot of sub results underneath that. And so what I did the other day I was kind of mapping this out as I was preparing to teach you, how do you break this down in a way it's simple for people? So think about like for you with your clients, there's the ultimate result. So this is the thing, ultimate result. So for me my ultimate result is gonna help you grow your company through sales funnels. The problem typically with an ultimate result it's a big goal, it's awesome. But guess what? It's typically not a very sexy hook. If I was like, "I'm gonna teach you guys how to grow your company with sales funnels." Like, "Is that hook good?" It's like, "Oh, it's okay but it's not like great." Typically our ultimate result we're trying to get somebody is not like the sexiest most exciting thing in the world 'cause it's so broad, it's so big, it's just not that tangible. 35,000 people who would not have registered for this event, if I was like, "Hey, if you sign for this 5 Day Event I'll teach you how to grow your company with sales funnels." You're like, "Ah" So the ultimate results like this is what we're trying to take people. This is typically not what we're actually selling. Underneath this ultimate result, there's a whole bunch of what I call core results that we offer people. So you come down here and there's different core results. I'm gonna list a couple of them here and every business has these core results. So for me, like, for example, if my goal is to grow your company through sales funnels, so how do I do it? There's a lot of ways to do that. Well, one way, one core results that I could do that by teaching you guys how to build and launch a webinar, that's one way. Make sense. Another way I could do is like let me show you how to drive traffic into your funnels and that if you learn to drive traffic that'll lead to your ultimate result. Oh, another one is I'm gonna show you how to write copy, how to tell your stories. Another one is gonna be whatever. So I have these core results here. So this is the ultimate result. These are your core results, right here so you can see it, core results. That's the second thing here, so these are the core results. Now, typically you'll get in what most businesses, the core results, these become like your actual products. So I have a product teaching people how to grow a company with a webinar. Perfect webinars secrets, I teach people. Here's how to write a webinar and how to do sales page and how to do your webinar funnel, how to drive traffic, how to do leads, how to close the sale, like I have a cold course that teaches that. And so some people are coming here and like, "Oh, I want to learn about build a webinar that's way sexier." Then they coming here they're gonna buy the thing on webinars. Which ultimately is gonna help them to grow their company with sales funnels 'cause webinar is the type of funnel or traffic. That's the traffic secrets book. Traffic secrets, like if you have a funnel you need to get traffic to drive to grow your business. So I have this book, traffic secrets that teaches people how to get traffic which ultimately helps them with the ultimate result of trying to get you, which is how to grow your company's sales funnels. 'Cause traffic is one piece of that, copy is one piece that always things are piece of that. So think about your business. Like what is the ultimate result that you offer your clients? The end goal, the end-all be-all. I want to help people to transform their life I want to help people that whatever they thing might be. So now, break it down. Like, what are the four or five things they have to master or learn? What are the things that are the core results that they're gonna have to learn to be successful with this? So for me, typically, and by the way you can see this here, magic inside my books. First thing I have to learn is how to master funnels. I'm sure you've learned how to master copy inside the funnels. Number three, how to learn to get traffic. So like, if you were writing a trilogy like I did for your business, here's the ultimate result. What are the different books or products or things that are gonna help ultimately, help people to get that ultimate result? And again, I want you brainstorming through this and you're gonna be doing your homework down here. So I'm gonna have you say, "Here's the ultimate result, here's the core results." Now, the next step after that because this is where we're actually gonna be selling something. And actually when you guys decide to join the one funnel away challenge, actually next week we're doing one funnel challenge. We're starting over from scratch. I'm doing it live just like I'm doing this live. I'm gonna do it live for 30 days. It's a 30-day challenge. And in the 30-day challenge when we focus on taking one of these and actually building out an entire funnel to sell something. This challenge about generating leads. The next challenge is about actually selling something. So the one funnel away challenge I highly recommend you guys when this challenge is over to sign up for that one. Again, I go live on Monday but I'm going to teach, we're taking this and how to make a sales funnel selling one of your core results you offer somebody. But I'm gonna take more step further. So for your primary lead magnet, lead magnet, you're bringing in, I'm not using this as my lead magnet. I'm gonna go one more tier deep. So under webinar, it was a bunch of these splinter results. So I'm gonna call these splinter results or frameworks. Every step has got 'em. Some would call it splinter/frameworks. I hope, sorry, my handwriting's horrible. But on the one page, guys, you're able to see my actual handwriting. So these are the splinter results. So if you look at this, my ultimate result I'm trying to get people to grow their company with sales funnels. One of my core results is like I'm gonna show you how to build a webinar funnel 'cause if you have a webinar funnel successful, you're gonna be able to grow your company with a funnel, a webinar funnel. So then inside of webinar if like what are all the pieces? What are the core things? I should look, well, to be successful the webinar, number one, you have to learn how to like actually write a webinar presentation. So that's the core result or excuse me, a splint result is I gotta teach you this one, write this one in black. This is how to actually write your webinar. So for me, my framework here is called the perfect webinar, perfect webinar. That's the framework. Over here, you have a webinar presentation that's awesome. But you also, if you've got the presentation you also need the webinar funnel. If you have the funnel, you also got how do you drive traffic. So there's traffic inside here. There's a bunch of different these sub results. And one of them, one of the frameworks in here is how do people actually show up? If you will actually show up to webinar. So these are all these core. These are all of these splinter frameworks that they have. Now, your splinter frameworks, these are the key, this is what becomes your lead magnet. The further down you go on this, the sexier the thing becomes because it becomes more and more and more and more specific. The more specific it is, the sexier it is. Your lead magnet wants to be so sexy that people are going crazy, they have to get it. I showed you guys yesterday double your dating, what was the lead magnet? The kiss test, how to find out if, when you're on the doorstep, how to find out if she's ready to be kissed or not. The ultimate results for this person to get married and fall in love. Down here, it's like how to find a girl, down here is the kiss test. The kiss test is sexy. That's the thing like, "Oh, I need to know that framework. I got to figure that thing out." So for you it's like, "What is this, like what is the thing that's the most sexy, exciting, intriguing?" Someone's like, "I need to know that thing, what is it?" So for the example I'm gonna show you guys tonight in your homework is I decided to pick this right here. I said, "Okay, the one I'm gonna pick is this right here, how to actually show up the webinar." So I took that over here. I said, "Okay, how do you get people to show up the webinar?" What's my framework for that? And I had seven steps. So here's my framework. Step one, step two, step three, their seven steps. Here's seven things I do to get to make sure if you will actually show up for the webinar and then they're prepared to buy from you. And I turn it into a framework. And then from there I turn it into a one pager, one pager. And that became my lead magnet. And somebody saw yesterday, notice was on your homework. Do you see it? I did it ahead of time. Run your homework yesterday, some you saw that. If you clicked on the second of the three lead funnels, the second one was called, what secret webinar hacks. You clicked on that and you saw this framework. It was the seven things that I do to make sure people actually show up to our webinar and buy. And somebody has opted in that and you got it. You got the one pager of this thing. That was sexy, people who are trying to figure out this whole webinar things like, "Oh, how does this work." Like, "Oh, how do you people show up?" Like, that's a good question. Like, I don't know how to get people to show up. That's the sexy hook, that becomes the lead magnet. Someone's gonna say, "Hey, I'll give you my email address that I need that piece, I need that nugget, that thing you've got like that kiss test, how to show up to a webinar or whatever that thing is." Like, "I need that thing." They give their email address and now you're able to exchange it for them. So that's the core. That's how we make these things sexy. We're pulling out the lead magnet here from the splinter results. And so that's the big secret. So what I want you guys thinking about in your business is what does this look like? And for all guys can be different. You guys start thinking through it. From a high level, what is the ultimate result you're trying to get for your for your clients? What is that? The ultimate result, that is the thing that's up here on the top of the thing. This is the ultimate result. Now, you break down, you say, "Okay, what are the core results?" There's going to be three, four, five, 10 different core results that all lead to this. And each of those is its own journey, it's its own result. There'll be four or five mountains you got to get to before you scale Everest. So what are those other mountains? What are these other results you get for somebody? Those are the core results. And then from the core results, it's like, Okay, let me do one more tiered lower. What are all the things that go into the core result? Here's the different frameworks I have, there's four or five frameworks for that. I'm gonna grab this one that becomes the sexy, so that's how it's gonna work. If you think about this, let me go back to my books for a second. So say "Dotcom Secrets", for example, so my ultimate results help you grow company's sales funnels. This book right here is the underground playbook to grow your company with sales funnels. So this becomes a core result. You buy this book, it's gonna teach you guys the core results about building a funnel. With that core result inside of here there are how many secrets? 28. There's 28 secrets. So for me each secret is a framework. So I could grab, I look at all my 28 frameworks, like which one's the most exciting? There's a whole bunch in here. There's the secret formulas, hook story offer, there's the value ladder, there's attractive character, there's funnel hacking, the seven phases of the funnel, there's followup funnels, there's lead squeeze funnels, survey funnels, summit funnels, book funnels, cart funnels, challenge funnels, VSL funnels, webinar funnels, product launch funnels application funnels, curiosity-based headlines scripts, who, will, why, how scripts, star story solution script, OTO script, there's a perfect webinar script, the product launch script, the four question closed script, the set or closer script, there's click funnels, funnel stacking and funnel audibles. So that's the 28 frameworks inside this book. So I will look at this. Which one of those 28 frameworks is the most exciting? I'm like, "Okay, what's the one that can be most exciting?" I'm curious for you guys, which one was the most exciting? Would with a secret formula whoever wants secret formula? I could take the secret formula and that becomes the framework that I'm gonna give away, turn into a lead magnet. Or I could take funnel audibles. Somebody goes like, "Oh, what happens if your funnel flops? What do you do?" Boom. I can take the funnel audibles, one. Take the step-by-step framework I have for that one. Turn to one pager, make up a landing page and boom that fast I've got a lead magnet. So start thinking about your business that way. What are all the frameworks of the sub frameworks, the splinter results they're inside of the core thing you're trying to teach people. And in there is the magic. I'm looking, what's the sexiest things to get people to raise their hand, find that thing, pull it out. Look at here's the step-by-step process. And then we're gonna turn into one pager tonight and this will become a tangible thing that now you can exchange for an email address. Does that makes sense? All right. I'm excited. I got one more thing I want to share with you guys today and I'm gonna give you your homework assignment. So the last thing I wanna share with you guys, I know that a lot of you are coming into this world. You didn't come here as an educator. You came here because you really good at getting this result. And now you're like, "Man, for me to create a league man I've got to educate people, I've got to give them a framework and teach it in a way that gets them excited and make them wanna continue this journey with me. And you're probably nervous. And so I wanna share with you guys a framework that's going to teach you how to actually teach your framework. And this is something I use over and over and over again. And it's my framework for how to teach frameworks. And so I'm gonna show you guys how this process works because as you start creating a framework your gonna need to know how to do this. So step number one, you take your framework. So here's your framework. You've got your thing and here's your steps. Step one, two, three, four, five, however many steps you got and I don't care. It could be two steps, it could be like some of Tony's here were the three levels of mastery, three mandates, the two primary fears, the two master skills. So your framework doesn't have to be 80 steps. It can be two steps. It doesn't matter if you have your framework. So now you have this framework. How do you teach this? I remember when I first started developing my own frameworks, I know it was called that time but I remember I was learning this stuff. I was putting it out in my notes. I was like, "I'm gonna teach this." I got invited to speak at a seminar. I remember I got there to seminar I was so nervous, I was so awkward. Somebody hasn't seen the video I had my tie on and my glasses on, a shaved head I was trying to be very businessly. That's what business people do I thought. And I got there to start teaching. And first thing I do is, "Okay, I've got this framework. I know exactly how it changed their lives. I've gone on this path, I got a result. I'm going to give them the result, I'm going to shove it down their throats. I said, "Okay, here we go." I came in, I start teaching the framework. All right, guys, my name is Russell Brunson, step number one, how to be successful, what do you do? Step number two, and I went through my framework. And this framework is something that I had spent years learning and understanding and mastering. It was so important to me. I remember I met this event teaching two or 300 people, as I'm teaching people I started looking around and the audience is like nodding off. People are falling asleep, people getting up and the walking out of the room. I remember being so frustrated thinking like they don't know like what I'm giving them. Like this is so valuable. I remember there's a scripture in the New Testament where Christ talks about not casting your pearls before swine. And literally that's how I felt. This is this pro I spent two or three years mastering, learning and understanding this result. I know how to do. I'm trying to give it to people. I feel like I was casting my pearls before swine. How frustrating is that for you as an educator? I was ready to quit. I was like, "This is dumb." Like none of you really understand what I'm giving them. Like they understood what I had to learn and understand. Like I literally had to bleed to learn these things for them and they're just like walking away from them. I was so frustrated. So I did the first event I was like, "That was horrible." I got invited another event, same thing I come in it changes people's lives. Here we go, step number one, Step number two, step number three and people were passing out. I go to the third event and I'm just so discouraged. I'm like, "This is dumb." Like I feel like I'm just wasting my time, wasting their time. I get on stage and start teaching it. I go through the first thing, the second thing, some guy stands up and walks out. I get so mad. I slam my hand down on the desk and everyone sits up. I remember like being kind of shocked I had everyone's anyone's attention. And then the angry Russell came out and I said, "Do you not understand what I'm about to give you guys I'm trying to share this. Somebody just walked out, half of you guys are sound asleep, let me explain to you what I had to go through to understand, to learn this." I started walking through, I had to buy this course and this course, and this course, and I did this, I did this. I lost money here, I have some bankruptcy, I did this. I started going through all the story about how I learned and how I earned this framework. I went through the process and when they were done, when I was done telling that story, I was like, "Now you guys want to hear this?" And they're like, "Uh-huh, we're ready." I said, "Okay, step number one is this boom." And guess what? Nobody moved. Nobody got up, nobody left, nobody fell asleep because now they respected the pearl that I was trying to give to them. The first step when you are teaching your framework, step number one is you have to tell the story about how you learned it or earned it. If you do not tell the story about how you learned or earned it, they will not respect what you are about to give them. This is the pre-frame that gets them prepared to be worthy of the thing you're trying to give them. This increases the perceived value. Now they're like, "Oh, my gosh he went through all this pain and suffering and torture to get this thing for me, I'm gonna pay attention to it now." So step number one, you tell them the story about how you learned you learned or earned it. Step number two, now here's where you teach them the strategy. The strategy is the overarching thing. What I'm doing today, this is strategy. This is me mapping out. Here's the strategy of how to do it. I'm teaching this strategy so you understand the concept. Let's say I'm an army general and I got always these warriors about to go to war, and if I don't tell them the strategy first, like, "Hey, you go over here, you go over here." And start giving them the tactics about where they're gonna go. People were like, "Why am I going over here? This makes no sense." Most of them aren't gonna follow you. You want people to follow you into war. The first thing I do is explain to them here's the strategy, here's what we are trying to do. When they understand the strategy, now it's like, "Hey, here's the tactics, you go over here, you go over here." Like, "Okay, I'm going over here because I'm part of this. I understand the strategy." So next thing you do is you have to share them the strategy. Do you guys notice that every single day is I'm going live here, what am I doing? I'm teaching you guys the strategy of that part of the framework. I'm not going to the tactics. The homework does the tactics. The homework is like, "Let me log into one pager and do thing." Let me log into ClickFunnels and show you step one and set like, okay, here, I'm showing you the strategy. If you believe in the strategy, then you're gonna go and do anything it takes to go and fulfill on the tactics. If I just give you the tactics though, you're gonna be lost. So I teach you the strategy. After you understood the strategy, then number three now here's where you give them the tactics. The tactics are like, "Okay, let me show how to do it." Step number one, you gotta go do this. Step number two, like tactics are college. If you're dentist it's like let me teach you how to clean teeth or how to do the thing. The tactics are like the actual, the deep dive, the step-by-step, here's step one, here's step two, here's step three. We're showing them the thing. Tactics are less sexy, but they're the things that people need to be able to the job done. And then the fourth thing after the tactics, then the last thing here , excuse me, is then we show them case studies. Like let me show you how this works in other people's lives 'cause this gives them belief of like, "oh, my gosh, this does work. I see how it works now in practical application" So this is my framework for how to teach frameworks. So for you guys, when you go tonight and you're like, "Hey, I need to build a framework." You're gonna go build out your framework, your step-by-step process. You going to put it into one page. We have like the things in one page, they've got all this stuff they need but then you got to teach them this framework. You gotta make a video of you showing here's how I learned or earned it. Here's the overarching strategy. Go in the one page down below and fulfill all the tactics. And in some cases, people have done it. This is how you do it. If you look at any chapter in my books, this is what I do. "Dotcom Secrets", chapter one, guess what I do? The secret formula, first thing I do I start with me telling the story about how I learned or earned this concept. It was 11:27 a.m. on a Monday morning, no matter what I told myself, I just couldn't get out of bed. I tell the story about how I learned or earned the secret formula. Then I told them the strategy, then I walk up through the tactics and they share a case study about how the whole thing works. That's chapter one. They go chapter two, what's chapter two, the value ladder. What do I do? I first tell the dentist story of how I learned or earned it. Then I walked through the strategy. I walked through the tactics or a case study, that's chapter two. I go to chapter three, guess how I do it? Boom. How I learned or earned it, teach the strategy, show them the tactics, do a case study. That's book one, book two, book three. That's how this whole process works over and over and over and over and over again. That's my framework for how to teach frameworks. I do it in a book, I do it in a course. I've done it today for crying out loud. I just come in here like, "Hey, guys let me go and show you guys how to build the framework." How many stories have I told you about how I learned or earned these different pieces? The strategies, things like that. That's the principle. So this is where we have to start learning how to do. And that is kind of, I think that's the last thing I want to share. All right. How you guys feeling? Are you excited so far? I want you guys to actually pull up the one pager, scroll up really quick. So this is the one pager we're gonna be giving you guys right now. The guys in the background, if you guys can scroll it up so I can see the very top of the page here, that'd be awesome. Hopefully we get them. There we go. So this is the one pager I'm gonna give you. Now, this one pager just you guys are fully aware in all transparency. This one pager is my framework for how to create a lead magnet. I just taught you the strategy. I've told you is how I learned or earned it. I tell you guys the strategy. This framework is gonna be the tactics. And so what's gonna happen. You're gonna see here's the strategy right here. Here's how you create one pager account and then it's gonna walk you through the tactics. Step number one, who is your dream customer? I taught you the guys the strategy behind that. The tactics you start typing in, your typing what is it gonna be? Step number two, what's the ultimate results. Step number three, what's the core results. Step number four, pick one core result in the three five splints results. Step number five, pick your splinter result. In the seven or six, you're gonna go to one page and actually do it. And I got my second framework down here. This the framework, how to use frameworks? You're gonna fill it out like how did you earn this framework? You're gonna share with people. Explain the strategy, walk through tactics, show the case study. So this one page is going to give you the tactics of how to fulfill on everything we've talked about today. I want to walk through these so you can understand what we did say was strategy, this is tactics. A lot of people confused like what's the response tactics and strategy. Here, I'm helping you cast the vision of like, "Oh, this is what we're doing." And then over here now, now we're getting to work. Now, we're doing the things. Just go back to the very top real quick. The other thing is that every single one page has a video. This video right here is me doing the tactics. You're gonna see me click

This is day 1 of the 5 Day Lead Challenge. If you want to watch the video of this episode or download the OnePager, go to 5dayleadchallenge.com. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up, everybody. Welcome to the Marketing Secrets podcast. I've got something I'm really excited for you guys over the next five episodes. Some of us know I did a live event a couple months back called the Five Day Lead Challenge where I went through the entire process like, how do you create a lead magnet that people will give you the email address for? After you have that lead magnet, how do you then create a lead funnel to be able to generate leads? Then from there, how do you write the emails? And from there, how do you drive traffic? And how do you do traffic for free if you don't want to pay for it? And it was one of my favorite things. In fact, I just went to the page right now and over 1,300 people have shared video number one. This is one that's... It's a hot topic. And I think it's something that's really, really powerful. And so I thought that it would be cool to pull this into the podcast. So that way you guys can start listening to concepts and these principles and hear them over and over again and get these things ingrained inside of your mind. Now, a couple things, number one, this is from a live event. So there'll be times when I'm waving and showing things on a whiteboard and stuff like that you're not able to see obviously on an audio podcast. But if you'd like to see any of this, it's all free at fivedayleadchallenge.com. You can go there and you can see the videos. Plus each day there's homework assignments. There's one pagers you can download and a whole bunch of other cool things. Like I said, if you want to get access to that and see the video versions or get the one pagers or whatever, all you got to do is go to fivedayleadchallenge.com, go opt in for free, and they give you access to all the homework, and the goodies, the bonuses, the prizes, and everything else. But right now I'm guessing you're probably seeing it home, or maybe you're working out, or you're driving. And so while you're doing that, I want to start getting these principles ingrained inside your mind. So with that said, I hope you guys enjoy day number one of the Five Day Lead Challenge. This is all about generating unlimited leads. What does that look like? What's the business model? How does it work? And hopefully, you guys will enjoy this. And on next week's episode, the next episode will go do deeper into actually creating your lead magnet. So enjoy day number one, Generating Unlimited Leads. Oh man, I'm so excited for this. I literally could not sleep last night. I was tossing and turning in my bed and so excited. We've been putting in so much effort behind the scenes for the 5 Day Lead Challenge. I just got a message literally, right as I was walking on stage that we passed 35,000 of you who registered for this challenge, which is crazy. It shows how excited you guys are about what we're talking about. How many guys by the way are excited about we're talking about today? If you are, let me know in the comments down below. I was looking at the comments before we got started and you guys are going crazy. So, I am so excited to be here with you guys today. And this is something you're gonna be doing over the next five days. As you know, this is the 5 Day Lead Challenge. I'm going to be going live every single day at the same time, same place and walk you through the step-by-step process to go start generating unlimited leads inside of your business, and it's going to be a lot of fun. Now, the way it's going to work, this is not going to be something that's going to be a full day thing. You're going to spend five or six hours every single day. This is something I'm gonna be going live every day at this time for probably anywhere from 30 to maybe 45 minutes max. Some days might be even shorter. Okay, my goal during that time is I'm going to be sitting here in front of the whiteboard. I want you guys to understand a strategy. Okay, so I'm going to map out, here's the strategy. Here's how you do it a very certain thing. Okay, and then as soon as it's done, I'm going to give you guys a special link. And that link's going to take you to the thing that we call a one-pager. And the one-pager's is going to give you a tactical video. Okay, so the first half is me showing you guys the strategy that I need you all to understand. Okay, and then I'm going to give you this one-pager and there's a video it's going to walk you through the tactics. The tactics is literally me sitting at my house doing the thing that I'm teaching you how to do. Because a lot of times I'll teach something and people are like, okay, I understand that conception and know how that works, but then they try to do it and I don't know what to do or how to do it. So you'll get a video immediately after this with today's tactics of me sitting in my house doing the assignment I did last night, I recorded it. And so you have a chance to watch that and then just follow along and copy what I do. Shouldn't take anywhere. Some assignments are short, they will take you probably 15 minutes. Tomorrow's going be a little bit longer. But hopefully my goal is about an hour to an hour and a half every single day. If you block that out every single day over the next five days, by the end of day five, you guys will have a machine that's created to help you generate leads. Okay, and it's going to be a lot of fun and I'm excited. So you guys, and I know you guys are excited. So, we have 35,000 of you who have registered for this. So if you're excited, let me know in the comments down below, because I love feeling the energy and I can see all your faces right now. It's just fun to see what we're doing. So that's kinda the game plan. Throughout this week, I've also got two guest speakers who are coming. I'll be teaching day one, day two, day three. And then day four, I'm going to be bringing one of my friends, Yara Golden's going to be coming up. And she's going to be talking about email copy. And after you're generating these leads, what do you actually say to them? Right, how does that work? And then day five on Friday, Rachel Miller is going to be coming. She's actually flying here to Boise to spend time with you guys to talk about how do you launch your lead funnel. How do you get leads coming in and how do you do it in a way with free traffic? Okay, because a lot of people, some guys who are here like, oh, this is awesome. I don't have money to invest right now. I don't have a budget. So we're going to show you how to launch this thing and start generating leads for free. That's going to be happening on Friday. So by the time this thing is done, all the pieces will be in place and leads will be coming in. And you'll have new leads coming into your business within five days from now. So that's my big promise to you. That's my goal. And so it's going to be a lot of fun. I only ask that you guys play full out, do the assignments, pay attention to the strategy, show up every single day for this strategy dump I'm going to be giving you guys. Show up, listen to it, understand it. When I give you the one-pager, go watch the tactical video, and then actually do the assignment. Okay, if you actually do it, you're gonna be successful at the end. The biggest problem I have with people who come to any of these programs or coaching or they buy a course or whatever is they listened to it like, oh, this is really good. They listen to it. They listen to it. And they never do anything. Okay, this is not one of those kind of courses. This is not something for you to listen to and feel good about. This is something I'm going to give you guys. Here's the strategy. Here's the tactics, go and do it. Come back tomorrow. We'll do the next step. I'm going to be piece by piece by piece until you've got the entire system. Everything you guys need to be successful. Does that sound fair? All right, so that is the game plan and I'm not going to lie, there's so many of you guys on, I just want to talk all day today. But I'm not going to do that. We're going to keep it short because I want to make sure you guys have a chance to get to work and do today's assignment and get ready and prepared for tomorrow. But you've got to commit to coming back every single day. Okay, this is five days. If you commit for five days, by the end of it, I promise you, guys, we can mold you, we can change you. And we can give you guys a result. That's going to change your business. And for a lot of you guys, it's actually gonna change your life as well. Okay, but you've got to commit. So how many guys right now can make a commitment that you're gonna commit to show up every single day. Number one, okay, raise your hand and say, I commit, Russell! I'm going show up every single day and watch the strategy training. Okay, that's the first commitment. The second commitment is, as soon as the training's over, I'm going to go through the tactical. I'm going to implement the thing you actually told me to do. Okay, and you're going to do it with belief that it's actually going to work. One of the biggest things that is going to impede some of your success, is some of you guys are skeptics, right? How many of you guys have ever considered yourself, oh I'm always skeptical? I'm always making sure that everything's going to be perfect. I guarantee you that a lot of guys are skeptical. In fact, most people I know who are skeptical, never have success. The people who have success, are people who get a coach and then they believe in that coach, and they do what the coach says. Okay, being coachable is one of the most powerful tools that you're going to have in your arsenal to be successful. So if you're typically someone who's very skeptical in life, oh I'm always skeptical about things, I want to encourage you to take your skepticism for five days and just put it on the side and say, look for five days, I'm just going to trust Russell 100%. I'm gonna assume that he's knows what he's doing. I'm going to assume he's been doing this for a long time. This isn't the first rodeo. I'm assuming he's got my best interests at heart because I'm not paying anything for this, right? The 5 Day Lead Challenge is completely free. My job is for the next five days is completely to over-deliver it and to blow your minds. And so if you will just be, take your skepticism and put them on side and just do the process. Just do your best. Just try it out. I promise you by the time, day five is done, you'll believe because it'll work for you. Okay, and that's kind of my game plan. Again, my goal in this entire process is not to waste any of your time. I know all of our time is precious. And so that's why these are going to be short sessions. We're going to give you what you need and then get to work and give you guys a result before it's over. Does that sound good? Okay, so I want to kind of, today's kind of an overarching strategy. I want you to understand where we're going. I want you to understand here's the broad picture of what we're trying to accomplish. And after you have the broad picture, then day two, day three, day four, day five is going to be, okay here's step one, step two, step three, step four. And everything we got to do to execute. So that's my game plan. So to begin with, I'm going to cover some fundamental things. Some of you guys may have heard some of these concepts before, some of you may not have. But this is the key thing you have to understand if you're going to be successful in this 5 Day Lead Challenge. But honestly, to be successful in business as a whole. When I first got started in this business, one of my very first mentors said this to me. And I, my guess is some of you have probably heard this before, but he said is this. He said, Russell, you have to understand that in business, the money is in the list. How many of you guys have heard that before? This is not a new concept. But for me, it was like, when I heard that, I was like, what does that mean? What does it mean, the money's in the list? Like, I don't understand that. I'm in business, I sell products. I sell services, right? They said, no, you don't understand like, the list, like the customers, the people that you have, this is your real business. The fact that I was able to send out a couple emails, we got 35,000 people to register for this live event. You guys are my list. I send emails to my list and you showed up to this event where I have a chance to teach you and to train you, right. The money's in the list, like that's the asset that's the most powerful. So, one of my first mentors told me that and I was like, okay, that's kind of cool, but I don't know what that means. Like, what is the list, right? And the list is just a bunch of leads. One lead is a person. 10 is a bunch of leads. A hundred or a thousand. That's a list of people. Okay, and so the list is the key. So in the Lead Challenge, it goes, you've generated a whole bunch of leads to the point where you've actually built up a list. Now, to kind of preface this before we get too deep in anything, I want you to understand the value of a list. Okay, what is the list actually worth? Okay, so when I got started, one of my first mentors, he told me is he said, Russell, you have to understand basic marketing math. And so this was what he said. He said, as you start your business, he's like, the numbers will change. This is not an income claim. This is just kind of the numbers a lot of people see inside of the industry. It says that you should be able to average $1 per name per month, that's on your email list. Okay, and so they told me that and I was like, well, how does that work? And I didn't understand at first. And I'm sure some of you guys won't understand like, well, how does an email equal a dollar per month? Okay, and don't worry, I'll walk you through that and you'll kind of see that, but that's what they told me. So they said, okay. So that means, they said, well, that means if you have a thousand people on your list, you should be able to make a thousand dollars a month. Right, and if you had 10,000 people on the list, you should make about $10,000 a month. If you have a 100,000 people on list, $100,000 a month and so on. And so I remember hearing that and I was like, oh my gosh, this is amazing. Now, I was in college at the time. I remember looking at these numbers. I was like, okay, well my goal, I remember my goal at the time was if I can make six figures a year, that'd be like what my parents make. That'd be insane. So I said, okay, this is my goal. If I can get 10,000 people on a list at $10,000 a month, $10,000 a month, times, 12 months, that's $120,000. That's six figures in a year. And that was my goal. And so I was like, I gotta figure this out. I didn't know how to get a list. Nobody told me, I just knew that I needed to list. Right, that was like, okay, I need leads, I need a list. And so some of you guys may have heard this story but after I heard that, I was like, okay, like at all costs, I need 10,000 people or 100,000. I need to get these people on my list so I can make money. And I didn't know how to do that. So I remember, and this is actually a picture. This is my very first house. My wife and I lived in after we got married. A year after we got married, we bought this duplex. And I remember I was actually right here, these windows one of the bedrooms and in those bedrooms was my was my little computer desk. I was trying to learn how to start my business. And I remember I was sitting there and I said, okay, I need to figure out how to get a list. Right, it was in this house that I got this principle from somebody. And so, I remember going and and searching online, how to build an email list. How do you buy a list? I remember eventually I found this website. I think it was like, it was called like SpamForEmailAddresses.com or dot net or dot something. And it was like, we'll sell you a DVD with I think a million people's names on it for like $60. And I was like, wait a minute 6 million people's names and email addresses. And I'm doing the math, I'm like, okay, well, my friend said $1 per month per name on an email list. If I buy this list for $60, that's a $1,000,000 a month I can make. I'm doing the math in my head. I'm freaking out. I'm like, this is, I figured it out. Like, this is like, I know how to how to build a business now, right? So I remember, I bought the DVD. They sent it to me, I ended up getting in the mail. It had a million people's email lists on it. I took it off. I downloaded the Excel sheet and I was so excited. It took me a couple of days to figure out how do you load it on a computer? How do you send these emails out? And I had to figure this whole thing out. And I remember the night that I queued up the emails, the software my computer had a million people's emails in this thing. And I told my wife. At the time my wife was supporting me. Okay, that was my story. I was wrestling at Boise State University. So, I was a college kid with $0. My wife was supporting us. And I remember, I told her that and I was like, Hey, this is the deal. I'm going to send an email, send out this email list. It's going to go out to a million people and money's gonna come flooding in. And I'm like, you can literally quit your job tomorrow if you want to. And she was like, oh, okay. Like, like good luck, Russell. You know, like super supportive. I didn't know what was gonna happen. And she was like, okay, I don't think we're going to make what you're thinking but you know, good luck, have some fun with it. And so I queued up the emails. I remember, still writing an email, clicking send and then watching the first email. Like one send, two, three, four, five, six and I was like, this is it. Like, I figured it out. Right, I beat the internet. And I remember going to bed that night like just laying in bed all excited, like dreaming. It was like a kid going to bed on Christmas morning. What's going to happen? Being so excited, like in the morning. What if, what if 1% of people buy something? What if only half of 1% buy? And I started doing all the math in my head and just dreaming about what was possible. I remember the next morning I woke up, and I, firstly, I ran out of my bed, and walk to the computer, I look at the computer. And overnight, I think like 6,500 emails had been sent. And at first I was frustrated. I'm like, oh, why is this taking so long? Like, I want all these million emails to be out because that means I'm going to be rich when it's all said and done. And about the time my wife came in and she was like, Russell, I need to use the phone. I was like, why? She's like, I need to call the office, where she worked at like, no, like you can't like, we're making money here! You should just quit. Just don't show up. It's going to be awesome. She's like, I need to call someone. So, this is back in the days before internet before we all had internet access. If you remember this, so those of you who are old school like me, we had a modem and it was plugged in. So I had to like, climb under the desk, go unplug the modem, plug her phone back in. And as I was underneath, I plugged the phone back, all of a sudden, like the phone starts ringing while I'm still under the desk. I was like, that's weird. So I crawl out from the desk. I come and answer the phone. And on the other end, there's this person screaming at me and yelling. And I'm just like kind of confused. And eventually I realized it's my internet service provider. Okay, the person who pipes the internet into my house that I was sending out emails through. And they're yelling like, in the last like four hours, there was like 65 spam complaints from you, blah, blah, blah, blah. What's happening? Like, freaking out. And I don't know, I mean, no, no, sir. You don't understand. No, sir. You don't understand. Like, I bought the email addresses. from SpamFreeEmailAddresses.com. These people want to get spam. And the person yells at me and remember the last thing they said before they threatened lawsuits and stuff said, son, that's the definition of spam. I was like, what? But they said, you just need an email list. I was so confused. So, eventually after they yelled at me for a long time and threatened lawsuits, they went and actually shut my internet access off. And I lost my internet account. And I remember I held it, like hanging the phone up and my wife, my beautiful wife, Collette she's like, so who was that on the phone? I'm like, oh no one, please don't quit your job today. Like, let's roll it a couple more days. And so anyway, that day I remember like being so frustrated. And I remember I couldn't check my email because I lost the internet access. And I was still a student at Boise State University at the time, so I put my backpack on. I started walking to school, all depressed and sad. I got to the computer lab at the school and opened my email. And then the craziest thing happened. I opened my email. And you know, I always see emails from people trying to sell me stuff. And it was the first time I ever opened my email and they're like five or six orders that had come in over the night. And I was like, wait, what? I started looking at sure enough, five or six people had bought the thing that I had sold through the email. I remember just being like, oh my gosh, this worked. I did it the legal way. But like, it worked. Like, okay, I gotta figure this out. Like, how do I, like, how do I do a list that's not illegal? Right, I don't want to go buy leads. That's not how you do it. Like, how do you generate a list of people who actually want to hear from you? And I started freaking out, I got excited. And that became the question. Okay, the question was, how do I generate leads and how do I build my own list? Okay, that was the question that started running through my head. How many of you guys have that question in the past? Or you have right now, like, okay, I want leads too. If we can make a dollar per month per lead, like I want a bunch of leads in my business as well. Right, how many of you guys are thinking about that? That was my question. That became my quest. Like, okay, how do I generate leads? How do I build a list? I got to figure this out. I was working, trying to figure it out. I was looking bunch of stuff. And eventually I heard rumors about this guy. His pen name was David DeAngelo. I've met him since then. I've become friends with him, his name's Eben Pagan. And at the time, he had a business called Double Your Dating. And I heard rumors. I don't know what the numbers were. People like to say. Yeah, he's making tens of millions of dollars a year and all this kind of stuff. And, so I was trying to research everybody. I remember going to his website and I went to his website. What I saw was something I'd never seen before. Okay, this is what the website actually looked like. It was this little page right here. Okay, and I remember reading said, you're about to learn the secrets that most men will never know about women. And I was like, okay. And it said, inside, you're going to learn the Kiss Test, how to tell if she's ready to be kissed. I remember reading that. I was like, whoa, what is the Kiss Test? I want to know what that is. Okay, now putting this in context of my own personal timeline. About the time I'm reading this, I had just gotten married to my beautiful wife. We'd married about a year. I just got our internet access shut down, all of these things. And I'm looking at this page, I'm like, this is amazing. And I was like, I want to put my email address in there to see what in the world, the Kiss Test is. But I'm like, wait, if I put my email address in on this dating website, teaching men how to get women, what's my wife gonna think? I remember being like, torn. Like I want to funnel hack this person. I want to go and see what's happening behind the scenes. But if I do that, it's going to be weird for my wife. So I remember that night, like waiting for her to come home from work, she was supporting me. And she came home and I was like, Collette, I need to ask you a favor. I think she was kind of nervous. I'm like, there's this website that is doing something cool. This guy has got this huge email list. I don't know. I don't understand what he's doing or how he's doing it. But I want to like put my email address in to understand what he's doing. Can I do that? And she's like, yeah. Why would you care? I'm like, because it's a site teaching people how to pick up girls. And she's like, what am I? I know, I don't even know. I suppose to see what he's doing. I need to understand the process. And so we kind of laughed about it. And so she came with me and I came to this page and I, together, we opted in. So I put in my first name, my email address, and I clicked submit to get instant access to find out what the Kiss Test was. So I did that and I'm waiting on the next page to be blown away by like some video or some training course or something. But on the next page, all it was, this little page looked like. It was like an article, maybe a page and a half, two page article. And at the very top, it said, this is the Kiss Test. Let me teach you how it works. Okay, now again, I was married at the time. So I didn't, I hadn't been on a date outside of my wife for a long time. So I didn't try to put myself in the context. If I was a single guy who was struggling to get girls, like how valuable would this information be to me? And so this is where the Kiss Test was. David DeAngelo said, what do you do, at the end of the date, you walk a girl up to the door. Okay, and as you're sitting there, this is the awkward spot. Right, do I kiss her? Or no, one of us freaks out and they want to run away. He said, this is the secret. He said, all you need to do is go up there and you put your hand behind her hair. Like, you're gonna put your hair behind her ear. Okay, and if she pulls back, that means don't kiss her, run as fast as you can. Okay, but as she turns her head into your hand, that's the key that she's ready to be kissed. And then boom, you go for the move. And that's the Kiss Test. I remember reading that as like, oh my gosh, like that it wasn't this huge long report or PDF. It was like a paragraph. It was this little paragraph right here saying, this is the Kiss Test and I remember reading that I was like, if I was a single guy right now, I just received value. I was like, oh my gosh. That was really, really cool. What else does this guy have? And if he kept reading the page at the bottom he's like, Hey, if you want another tip like this, go buy my ebook called Double Your Dating, click there. And it took you to go buy his ebook, which had a whole bunch of different tips and secrets like that. And I remember looking at and I studied this over for like weeks. I'm like, this is how this guy's building this huge list. He's got this weird website that the only thing you can do is put your email address in and next page, he gives you this really cool thing that dudes really, really want. And like, this is how he's built this huge email list of hundreds, of thousands of people. And makes millions of dollars a year. And so the more I looked at it, the more I was trying to figure out how does this work? I need to put these pieces together. And what I realized and what I kind of find out as I started learning more about this is that this Kiss Test, right? This thing right here, that he had created. This is what we call a lead magnet. Lead magnet is something that's going to draw. It's going to attract your dream customers to you. Okay, and a lot of you guys have heard of a lead magnet before, but this is one of the keys to building your own list is the lead magnet. Something that people want. Okay, so for him, he's in the market of like, I need to figure out how to pick up girls. Okay, the lead magnet was the Kiss Test. I'll teach you the Kiss Test if you give me your email address, okay. I'm going to exchange this thing for you. Okay, and that was the lead magnet. Okay, so I started thinking for my business, who are my dream customers? What do they look like? Like, what are those people like that I wanted to bring into my world? Who is my dream customer? I start thinking, what is the lead magnet I could create that would get those people attracted to me? Where they're on the internet surfing on their phones, swiping through, all of a sudden they saw something like, whoa, I want that thing. I want to learn the Kiss Test. I want to learn the, whatever the thing is. And that lead magnet thing gets them to stop scrolling, click on a button, come over to you, give you their email address, and now they become a lead. Okay, and the more leads you get, you started building this list. Okay, and the value in your business is your list. That is the key. Okay, so after seeing this, I was like, okay, this is the game. I know how to play now. Now that I knew the rules, I knew how to play so I'm not spamming who people don't want to hear from me but I'm getting people who are interested, who come to me because I have value. Okay, this is how we build the list of people who actually want to hear from me. Okay, so I did what hopefully you guys are going to be doing this week, as well. I said, okay, I'm going to go and create my first lead magnet. I'm gonna set up a lead squeeze funnel. I'm going to do exactly what he's doing. Okay, so I did that. Okay, I modeled it as close as I could. I build up my very first lead squeeze funnel. I put it out there and I launched it. And I want to come back to these numbers 'cause these numbers were actually interesting. Initially for me, my numbers almost synced to what I was told earlier from one of my friends. Okay, I still remember the very first month that I started, that I had my first lead magnet. I was driving traffic. The very first month, I got 217 people who opted in. I don't know why I remember that number. I think it's 'cause it was like, I was freaking out like 217 people. Like, that's a lot of people who have given me their email address. Now they're on an email list. I can send emails to talking about the products and the services I want to sell. And that first month, I said 217 people joined my list, and I made about $300 that month. Okay, now for me, as a college kid, $300 a month. $300 my very first month was insane. Like that was just like, I couldn't even, I couldn't even fathom. Like I feel like I was the richest kid in the world. Now, to put this in perspective. At that time, my wife and that blue house we were living in, that I showed you earlier. That was a duplex. I bought that duplex because I wanted to make cashflow. So I spent, I don't know $150,000 on this duplex. We lived in half. We had a renter in the other half and the renters paid us. And my cashflow on that rental was like $150, $200 a month. Right, and I remember thinking I made for my 217 person email list. I made almost double what I did it my real estate. On my real estate, I spent $150,000 to buy this thing to cashflow like $150, $200 bucks a month. Whereas here, I'd built a list of 217 people. And I cash flowed double that. And for me at that point, I was like, I am all in. I'm going to put all my eggs in this basket of I got to figure out how to grow lists. How do I do it? And so I started driving more and more traffic. And by month number two, excuse me, month number two, I'd built an email list. My list had gone from 217 people to about 5,000 people. Okay, and sure enough, that month I made about $5,000 in my business. Okay, and I was like, how do I grow this bigger? Right, reinvest that money into generate more leads and more leads. And eventually my list went from 5,000 to 10,000 to a 100,000 to now we have lists of multiple millions of people. Which is why you can send an email and get 35,000 people to come and register. Our list has grown so big. Okay, now a couple of interesting things. My friend told me this, like, if you average $1 per name per month, that that is definitely like a good standard but it's honestly, it's very, very low. Okay, and what I learned over the last almost two decades of doing this now is that there is a direct correlation between how much money you make and the relationship you build with that list. Okay, you don't have to have a list of a million people to make millions of dollars. In fact, a lot of times, if you've got a local business, like some of you guys here that are registered run restaurants. You've got local businesses. Like there's not a million people in your city, right. If you're Boise, Idaho, and you're a chiropractor or dentist or a masseuse or something here, you're not going to get a million people on your list. That's okay. But if you get a thousand people on your list, man, you're going to average a lot more because you can build a better relationship with somebody locally than you can virtually. In fact, I've seen dentists and chiropractors who average hundreds of dollars per name per month on their list as well. But the key still is getting leads. The more leads you get and the bigger that list grows. Now I want you understand this is true for every business. One of the big questions I got a lot from people as we were launching this and putting on this lead challenge was, well, Russell, again, I'm a network marketer. Like I don't sell my own product. Like, will this work for me? Or Russell, I am a chiropractor. How would this work for me? Or I'm a dentist. Or in fact, my brother who hopefully is watching this right now. My brother runs a band. He's got a label. And he told me, I was like, you should come be part of the 5 Day Challenge. He's like, it doesn't make sense for me. My business is different. I'm like, does your business need leads? Every business needs leads. I don't care what business you're in, it's not different. This process works for every single business. Right now, on Click Funnels, as of today, we have over 120,000 active members. Every business, every industry you can dream of. Okay, every one of those businesses needs two things. They need leads and need to sell stuff. Okay, so if you need leads, this is the process. I don't care if you are starting a new business, if you've got a huge business that needs tens of thousands of leads a day. Or if you're a business you need 20 leads. This process will work for you. It does not matter. It works in every business. I promise you, we've done this over and over and over and over again. This is not my first rodeo. Okay, and so I want you guys to understand that like no matter what kind of business you're in, you're going to need leads. And so, anyway, I'll kind of start there and I won't go too much on my rant. I want you guys to understand that. Okay, so I'm gonna walk you guys through the system. The system we're gonna be talking about over the next couple of days. So, the first part in this process that we're going to be going through, this is going to be what we're going to be spending all the time on tomorrow. The first step here is, we're all going to create your very own lead magnet. Okay, and we're spending a lot of time tomorrow going into that. So, I'm not going to go too deep right now. But that's the first step, is creating a lead magnet. I don't care what business you're in. You need to have a lead magnet. A lead magnet is a thing that gets people to raise their hand to come to you. It's the Kiss Test. It's this challenge is a lead magnet for me. All these things, you're creating a lead magnet to get somebody in. And again, I'm gonna spend a lot of time tomorrow going deep into this, but I want you understand, I don't care what business you're in. You always can create lead magnets. This is how a lead magnet works. Okay, if you think about your business right now, this is your dream customer. This is the person that you want to attract. If you think about this, typically when you're trying to attract somebody into your business, you're trying to get somebody where you know something they don't know right now. And so, I always look back and say, okay, in every business, every business has some result that they promise a client, right? So up here, this is a mountain. Let's say this is a big result you offer somebody. So this is the result. And so what you're doing is, you're trying to get these people right here to come to get this result. So, let me do this for a couple of different businesses, right? So let's just say you are a dentist. What is the big result you promising somebody? If you're a dentist, you probably say, my result. I'm gonna promise you. I'm going to help you get clean teeth that are white, that are straight, that are amazing. If you're a chiropractor, we're gonna teach you guys. The result you're promising people is to get out of pain and get an aligned spine. If you're in the dating market, your result is to get a date for your client. There's there's all these things, right? Every single business there's a result. Okay, if I don't care what it is, if you're, yeah. I'm not gonna go too deep in this. I want you guys think about it for your own business. But every business there's results. What's the result that you're promising your client. Okay, think about that. Like what's the result you're promising your dream client when they come into your world? Now the cool thing about this is my guess is this was you at one time, and then you went and you actually achieved this result. You got this result. You finished it. And as you did that result, there was a process you went through. There were steps. Step one, step two, step three, step four. There was these steps you took to get the result. There's the step-by-step process. That helps them get this result. And now that you know that process, what we do is we say, okay, here's the process to get this certain result. Okay, you come back here. So, okay, I'm going to create this thing. This is my lead magnet. Lead magnet. It's going to walk you through the process to get the result. Here's the first step. Here's the second step. Here's the third step. Here's the four step. So again, in the example from Double Your Dating, the lead magnet was, I'm going to show you guys the Kiss Test. How to kiss a girl. Know if you're gonna kiss a girl. That's the result that he was promising here inside of his lead magnet. And all lead magnet was like, okay, now let me walk you through the steps. Step number one, you walk her to the doorstep. Number two, you go like this. Step number three. And so you walk them through the process to get the result you're promising them. So every lead magnet is tied to some result. Here's the result you're going to get if you give me your email address. And so we're gonna spend a lot of time tomorrow going into this and I'm going to walk you guys through the process of how we figure out what is the right result. What's the one that's gonna be most powerful lead magnet that will draw this person towards you. So I said that's going to be the game plan we're going to go deep on tomorrow. I'm so excited for that session. And then after we figured out how to create this. how to create this actual lead magnet, I'm going to show you is how to take this concept, this framework that you're creating, and how do we put it into something that's tangible. Okay, and tomorrow we'll be giving you guys a software tool that'll be really cool. I promise you guys, there's gonna be two software tools you guys get for free while you hang out during the live events. The first one, I'm going to give you guys tomorrow. And it's going to take this abstract framework abstract idea that you have and turn it into a physical thing. A physical lead magnet that people will give you their email address for. It's gonna be fun. Okay, so that's the first step here. Oops, the first step here's this process is creating the lead magnet. Okay, and so I've got a couple examples here on my slides. So this is an example. This one is super simple. This is Brendon Burchard. A lot of you guys know Brendon. This is one of his lead magnets. It's called the one-page productivity planner, used by CEOs and achievers worldwide. Okay, again, like the Kiss Test, Kiss Test is a paragraph. This is a one-page productivity planner. Your lead magnet does not need to be this huge extravagant crazy hard thing. It can be like, here's the five steps to get a whiter smile, get your teeth cleaned by, in a weekend, right? Or make your smile whiter in a weekend. It could be the five steps to be more productive as an event planner. It could be like, figure, like, what is your business, right? You think about who is your dream customer? What's the thing that you could create for them that is going to get them to want to give you their email address. Tomorrow, I'm going to brainstorm a whole bunch of ideas. So, you don't have to you won't have to stress about what that thing is. Okay, because tomorrow I'm gonna give you guys a framework. We'll take you through to figure out exactly what that lead magnet needs to be. That's gonna be the most impactful and the most powerful, okay? But this is example is very, very simple. Lead magnet like that. This is a lead magnet. A lot of you guys have seen this. This is my Marketing Secrets Blackbook. This is a bunch of, it's a little black book with a bunch of different marketing secrets in it. And it's this lead magnet we created and we give it away for free to get people's email addresses. Okay, so that's the first step right there. The very first step is creating a lead magnet. And that's what we're doing tomorrow. Okay, all right. That's step one. Step number two. After you create the lead magnet, then we need to create the process. The funnel is actually going to turn this and it's going to get somebody to give me their email address. So this is called the lead funnel. And based on this criteria, they put in their email address. Click submit And this person now becomes a lead. Okay, so step number two, after we create the lead magnet, this is going to be tomorrow. This is day two. Then day three, we're going to build out the lead funnel. And I actually literally myself, pre-built out six of these funnels for you guys that I'm going to show you guys, that I'm going to give you guys on Wednesday. Okay, and so this is how it works. This is Brendon's again, the lead funnel is the most simple funnel of all the funnels, which is really exciting. Step number one, it's like, Hey, I'm going to give you this free thing. If you give me your email address. They then give you the email address and the next page you give it to them. Very simple, very easy. It's not difficult at all. And so we're going to show you is that. This is again, my Marketing Secrets Blackbook one. This one of the most simple lead funnels we've ever created. If you look at this, actually this pitch was probably six months ago, but in the first year this was live, it generated 272,000 leads. It took me less than five minutes to put together this landing page. 272,000 leads. You guys see the number right there. Think about it from the math I told you guys about earlier. By creating this two-page photo, I gave yourself a $272,000 a month raise, right? If I was following the stats and numbers I'd showed you guys earlier. Can we understand like this is the power. You create something like this, and it can generate leads on. You can generate leads where you consistently day in and day out, over and over and over again. And so this is a very simple, it's a two-step funnel. In fact, this funnel right here, I'm going to give you guys this exact funnel so you can just copy. Take your lead magnet, take mine out, plug yours in, and you can be off to the races very, very quickly. So again, day two, tomorrow we build the lead magnet. By the time tomorrow is done, it's not going to be, okay, I got to build my lead. By the time tomorrow's done, your lead magnet will be finished. It'll be complete. It'll be cool. It'll be creating a really cool tool that'll make it very powerful people. Okay, day three, we'll build out your lead funnel. It'll be finished. And then you can plug in your lead magnet. These two pieces will be done by Wednesday. Okay, and then Thursday comes in, the question is like, okay, Russell, you said that when traffic comes in here, we're start making money off the leads. How do you make money off of leads? Well, the way you make money off of leads is they give you the email address, they come down here and then guess what? These people 'cause everyone would give us an email address is a person, these are all human beings, right? They put the email address in and now you have an email sequence you start sending out. So, you send an email right here. And the next day, you send another email, right? You send out these different emails to build a relationship with them. Okay, and if you do the emails the wrong way, what'll happen is you'll send two emails and people never open your emails again. If you do it the right way, people will look forward to emails. They'll whitelist you to make sure that your emails show up, right? So there's a right way and a wrong way. So on Thursday, Yara is gonna be coming to teach you guys her six email sequence. What are the most powerful six emails you can send out somebody as soon as they give you the email address. These are the emails that have been tested. They've been proven. If you structure them the right way, it'll build the relationship with your audience. They'll be more likely to open emails in the future. And they're going to buy the products and services you sell. Okay, and the cool thing is we actually built software for this as well. So on that day, for those who show up live here, you're going to get the software, we're basically fill in blanks. You click a button. It'll pre-write these six emails with your stories weaved into them, and then you just copy and paste them. Now you've got those in as well. So that's what's going to be happening on day number four. Let's see, I'll put it here on blue. It's day four, we're working on the email sequences. All right. And the day number five. Let me show you this real quick. So, here we go. So this is what it looks like from a standpoint over here. Leads come in, they put an email address in there, and you start sending emails. So here's how you write the emails right here. So this is the first email that goes out and the second. And as they go through, day one they get this email. Day two, they get this email. Day three, day four, day five, day six. What walks them through this process of getting these emails. Each email takes them and builds that relationship. So then we're more likely to buy from me in the future. Remember, when I told you guys before on average, you should average $1 per month, $1 per name per month on your list. Okay, if you do this the right way, this is how you build the relationship with how much you make per person will dramatically go up based on the relationship you have with them. It's these first six emails are critical. They're the key, we're going to literally teach you them, give you the software to write them, and you'll have them done. That will be done on Thursday, which is pretty exciting. Okay, so that's happening there. And then the last step now is okay, I've got the machine, everything's built. I've got my lead magnet. It's amazing, I got my landing page here. I've got the emails going out. Now, the last step is how do we get traffic to start coming to me? So, we start getting traffic. How do we get traffic from here and from here? And there's a million different ways to get traffic, right? In fact, a lot of you guys know, my third book is called Traffic Secrets and there's a million ways to get traffic that I talk about in there. But I wanted to start with something that's simple. Okay, a lot of you guys are coming to this. You don't have a huge budget, right? You're not sure how to generate leads. And so Rachel Miller's coming on Friday and she's going to show you guys ways to generate leads that don't cost any money. How do you generate traffic is not going to cost you a ton of money to get people coming in here, putting the email address in, to get your lead magnet, following up with them. And so the whole process will start working for you. And so Friday, we're gonna focus on launching your funnel. And that's the last step here in the 5 Day is on Friday, we're launch your funnel and get this whole thing working for you. So this is where we're going this week. This is the process you guys, okay. Again, we're going to build out your lead magnet, get your lead squeeze funnel figured out, write out your five day email, excuse me, your six day email sequence. We're going to launch to get traffic in. And if we can accomplish this by the end of this week, that's the goal. That's my game plan. And each of you guys will have a process. You'll have a system in place to continually generate leads inside your business. I have so many friends who, at one point in their business, they had to generate leads, right? A lot of you guys when you first start your business, you get to college and go, Hey, I'm gonna start my store or my business or whatever. You create it. And you launch it and you do all the advertising, all the efforts and stuff and leads start coming in and guess what happens? You start getting busy. Now, I got a service all these clients. I got to service things and you stop focusing on generating more leads. And what happens eventually? Eventually your business dries up Leads, customers, traffic coming into your business. This is the lifeblood of your business. If your business is struggling, especially during these crazy times are now, my guess is because you don't have any life. You have any blood coming into your business. You don't have new leads coming in consistently. This is the key, is the new leads coming in consistently. So my job, my goal with you guys is to create this process, get it set up. And now leads will continually be coming in. And I don't care in the backside of here. I don't care what it is you're selling. If you're selling, if you're in network marketing, this process will work for you. And at the end of this, you will get people to sign up for, to be a distributor underneath you. If you're selling physical products, I don't care. Follow this process. By the time it's done, people will buying more of your physical products. Okay, if you're a coach and author, speaker, like whatever it is, I don't care what business you're in. If you're a masseuse, if you're running a band, if you're doing like whatever. It does not matter what kind of business you're in. Every business needs leads. This is the way you get leads. And it works consistently in every business, every industry we've tried. And so I want you guys to take that out your, of like, oh, that sounds good, Russell. I've heard this before. This is more for my type of business, whatever. Take the skepticism. Take it, put it on the shelf, and just trust me. Tomorrow, we're going to go deep into building your lead magnet. If any of you guys are like, this won't work for me because my business is different. I'm going to show you guys how to break down what you do into the right kind of lead magnet that will attract anybody. It'll attract your dream customers to you. And so that's kind of the goal and game plan. So I'm excited. This is the game process what we're going to doing this week. Does that sound good? You guys all on board for that? Okay, so let me walk you guys through what to expect for the rest of the week. So again, what's going to be happening is every single day at the same time, I'm going to be going live from the stage, talking to you guys. So there it is, that's going to be happening every single day. And again, all the things, we're about 40 minutes right now. It's going to probably, probably 30 minutes mostly. It's going to be a 30 minutes session. I'm going to give you a strategy. Here's the strategy you got to understand. And then after that, I'm going to give you a thing called a one-pager. This is what the one-pager looks like. And about a minute from now, I'm going to give you guys the one pager for day number one. Your job with these one-pagers is not to sit around and like do nothing with it. It is to come here immediately and first off, watch the video at the top. The video here at the top, this is me at my house doing your assignment each day. Today's assignment's very simple as you will see. Tomorrow's assignment, I'm going to literally build out an entire lead magnet with you. So you don't have to think about like strategically how does this work? Like you just click play and watch the tactical video of Russell making it and then pause it, do it, press play, pause, and just copy me. Okay, I'm going to walk you through the process. There's no guesswork, there's no thinking, there's no messing things up. Just do it right here. You watch the videos and give you a tactics. And down here is going to show you what we talked about. It's going to give you a place where you can fill in your answers. Things you can brainstorm. Things you can think to. Examples, case studies. All the stuff you need to be successful. So again, every day I'm going live, giving you the strategy. And then as soon as the strategy is done, immediately afterwards, I'm going to give you the one pager. It's going to give you the tactics and your homework for today. I do not want you guys falling behind. So many times people come into my trainings, like, okay I'm gonna listen to all of the strategy first. And then I'm going to get started. If you do that, I promise you, you will fail. Arguably, some of the most successful people in our ClickFunnels community are Brandon and Kaitlin Poulin. Some of you guys know if you Google Lady Boss, you will find out more about them. And when they came into our world, they had been in a network marketing company. The company just gone under, they were broke. They were like, what are we going to do with our lives? And they went through our training. And it's crazy, I've watched them grow the business from where they were to now over millions of women, they've helped help them lose weight. And I said, what was the difference between you and like everybody else that I coach and I teach like, why did you guys have so much success and Brandon said something so interesting to me. He said, most people go through the course. They watch the entire course. They're like, okay. And they're getting ideas. They're brainstorming. Excuse me. They're doing the entire course. He says that, so they're always assuming that at the end they're going to start and then start doing the process. Because they, nobody does that. Because the deeper you get, the more overwhelmed, because there's more things and more things and more things. That if you haven't started earlier, you get in trouble. He said the thing that we did different than everyone else is we bought the same training everyone else bought, we click play. And then when you told me to do something, we paused it, and we went, and did the thing. He said, I don't care if it took a day, a week, a month, a year. We went and did the thing before he came back and push play on day number two. Okay, and that was the secret. Is if you guys want the same thing, I don't want you watching the live strategy sessions and say, okay I'm going to do tactics next week. No, this is something we're doing together. This is a workshop. This is a challenge. It's not something where you're just going to, like, I don't want to just talk about things that make you feel good. I want you to execute and get things done. And so again, you watch the live strategy here, immediately after, I'll give you the one-pager or you go watch the tactical video, go and do it. Go apply it and get it done, and then be ready for the next day. Every single day builds upon the last day. If you skip one of the days, the whole thing falls apart. Okay, so don't miss it. Watch the live training, jump on, watch the tactical, get the one-pager, and do the homework. Does that makes sense, everybody? Could you all commit to me you'll do that right now? Say, yes, Russell, I will do it. Okay, so going to happen now is down below here, they're going to drop a link to today's one-pager. Okay, you can see the link there. You can see it? Cool, so this is where you can download today's one-pager. You go right there, it's 5DayLeadChallenge.com/day1 When you go there, it's going to take you this page right here. And all you do is watch this video and it's going to walk you through everything you gotta do. And that's it. Again, today's homework assignment is super simple. It shouldn't take you more like 10 minutes max, probably less than that. It's going show you some case studies. It'll show you some examples. Show you how to get your one-pager account all set up so you can save all these one-pagers every single day. And that's about it for today. Okay, today's the easy day. Tomorrow, on the other hand, it's going to be a little more complicated. Tomorrow, we start having some fun. So again, this is the five day game plan again. Today was talking about unlimited leads. Help you see the vision. This is what we're creating. This is why we're creating. This is how all the pieces fit together. Tomorrow, 100% focus on the lead magnet. I'm going to walk you through the strategy. How do we figure out the right thing? That things going to be the sexiest, the most exciting, gets the most people when they're sitting at home scrolling through Instagram or Facebook to stop and think I need that thing. Click on the button, come over, and you can give you their email address. Now they're on your list, right? So that's going to create the lead magnets tomorrow. And again, this is not just a theoretical thing by the time tomorrow is done, if you follow the process, your lead magnet will be finished. Day number three, we're going to build a lead squeeze funnel. This weekend, I built out six funnels for you that are pre-done, that are amazing. I'm going to give you those six. I'm going to walk you through the exact process of how we take things, how we switch them out. And by the time it's done, you'll have a lead squeeze funnel that's working. That's ready. Day six, excuse me, day four. Day four, we're going to walk you through the six day follow up funnel. This is going to give you the six emails. We're going to give you software on that day. It's going to write emails for you. Excuse me, then day number five, Rachel Miller's coming and we're gonna help you guys launch the funnel. And that's where we're going this week. It's going to be so much fun. So that's kindof the game plan, you guys. And that's it for day number one here on the 5 Day Lead Challenge. See, wasn't that, that wasn't hard, right? Okay, you got a kind of overview of the strategy. You understand what's going. Now, all your job is do is go download the one-pager and go do the homework assignments. Very simple today. You should be done by the top of the hour. You guys can be completely done and then get prepared and ready because tomorrow is when all of the fun starts. And that's when we start building out your lead funnel. So again, you guys the link down below? 5DayLeadChallenge.com/day1. That's where you're going now. Open up a new browser window, wherever you are, go to that link. Save it, make sure you save that page because when you put your notes in there, it'll save the notes for you everything. Watch the tactical video, and that's kind of it, you guys. With that said, I appreciate you, guys. First off registering. 35,000 of you guys showed up to register for this, which is crazy. Frank here on stage was like, 7,000 or 8,000 people already on live, which is so cool. So thank you so much for spending time today. I'm excited to take you guys through this process over the next five days. Make sure you commit. Make sure you show up every single day. Make sure you do the work. If you do that, again, by the time this is done, you guys can have a machine that's generating leads for whatever business you are in. It works in every business, every industry. I promise you that. It will show you in even more detail tomorrow as I go through how to build your actual lead magnet out. It's going to be so much fun, you guys. And I appreciate you guys hanging out with me today. Thanks so much. If you have any questions or comments, put them in the comments down below. Either me or my team will try to get to them. And again, thanks, you guys. Appreciate you hanging out and we'll see you guys tomorrow. Same time, same place for day number two, your lead magnet. Thanks so much, guys. And we'll see you soon.

It's "Inner Circle" week. I want to tell you about what's actually going on in the room where it happens. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up, everybody? Good morning. It's Inner Circle day and I'm driving down to the event. And I want to jump on and say, what's up? All right, everybody. So, it's Inner Circle day, actually Inner Circle week, which is even better than Inner Circle day. We've got Inner Circle happening today and tomorrow. And then, my Category Kings, which is our upper level, are coming in on Thursday and Friday. And so, this is a full week of serving, and having fun, and being with the people, which I was really excited for. Some of you guys know my Inner Circle is our high end coaching program I had for seven or eight years. And I closed it down almost three years ago, because I was just tired, and worn out, and just a lot of things happening in my life. And so, we shut it down. And then, last year at FHL we reopened it with some caveats this year. You have to have won a Two Comma Club award to be in the inner circle. And if you want to be in Two Comma Club X, which is the higher... Or excuse me, if you want to be in the Category Kings, you have to been at least made $10 million, so Two Comma Club X. Or yeah. Yeah, so. Anyway, which is cool because it makes the groups just higher standard, higher level, which has been awesome. So, to be in the room, you had made at least a million dollars, which means we can have totally different conversations. It's interesting, because we had different levels of coaching and consulting programs. For example, we have our Two Comma Club X program, which is amazing. But it's more so for people who are getting started, having some success, but they haven't hit Two Comma Clubs yet. It's interesting, because in that phase of your business, there's a couple things you have to figure out. The first thing you have to figure out is, what is it... Actually before that, it's, who was your dream customer? Who's a person you actually want to serve. That's the first thing people have to figure out. They have to figure out, okay, these are my people. Then, the big questions are the what and how. What is it you're actually selling and how are you selling it? And the biggest problem people typically have during that phase is they either are selling the wrong what. They're selling what they want to sell, not what people want to buy, or they don't know how to sell. What's the funnel, or the way, or the process, or how you persuade people? So, it's the what and the how. If you got who, this is who my dream client is, who I want to serve. If you talk to Pedro, Pedro talks about micro-niching, shrinking that who down to, this is my micro-niche. This is my category. This is my people. And then, it's the what and how. So, what are you selling and how are you selling it? And so, for me, with most people's it's try thing after thing. Let's publish a lot, launch a challenge, launch a webinar, launch a... And you're trying to figure out, what is it that people actually want to buy from you? Okay. That's a little distinction, but it's huge. What do people actually want to buy? Not, What do you want to sell? What does the market want? When I got started, my very first idea was Zip Brander, which was a really cool idea. And I wanted to sell it. I paid for someone to build it, because I knew that this was the coolest thing I could think of. But the market didn't want it. I sold a few, but it wasn't right what. What is it that I'm actually selling? And so, that's why we keep trying different offers and testing things out, putting things out until we figure out eventually, this is what they actually wanted. And the second question is then, how do you sell it? And so, that's the mechanism. You selling it through a webinar or through a challenge? Are you doing it on the phone or you're doing it through a tripwire funnel, a webinar funnel, high ticket funnel, a challenge funnel, a survey, or a summit funnel, a survey funnel? It's the what? After you figure out those two things, what is it the market actually wants I'm going to sell? And then, how do I sell it? And understanding the persuasion, and the process, and all that kind of stuff. When you figure out that, the who, the what, and how, boom, typically that's when people go from, "I can't make anybody online," to boom, Two Comma Club really, really quickly. Some people, it happens in the year. Some people it happens in weeks after figuring those things out. Which is why you got to be testing and trying a lot of things. Figure out, what does the market actually want? What do they want from me? It's interesting, there's a, one of my favorite YouTube videos, it's called Work to Publish. If you go to YouTube, type in Work to Publish, you'll see it. But when he talks about, there's how you have to be prolific and putting a lot of things out there. And he's like, "You don't get to pick what you're famous for, the market picks." And he talked about these different artists and bands who put out thousands of songs and things like that. It's like they put a thousand songs, and only 10% of the songs are any good or 1% are any good. But because they put out a thousand songs, those 1% made them the Beatles, or whatever. You know what I mean? It's that working to publish, is putting things out there. In fact, I heard a... Tom Bilyeu told an interesting story the other day. It sounded like he found it in a book or something. So, I'm going to try to find it. But he said that there's basically an art class. The first day of art class, the teacher's like, "All right, there's two ways to pass this class. Number one is you can spend the entire semester making one art piece, and you can spend all the time just making it the most amazing, perfect thing in the world. Or number two is you can just come in and every single day you got to create something, and you keep creating something, and it's all about volume. So, at the end of the year, you're going to turn a stack of all of your art. And then, you'll pass. So, those are two options, spend the whole you're perfecting one piece or turn in a new thing each day, just fast and just putting things out there." And he said that, at the end of the semester, what was fascinating is the people who tried to perfect one piece of art versus the people who were putting out art every single day, the people who are putting out art every single day, by the end of the semester, their art was better than the people spending the entire year on one piece, because they kept putting things out over, and over, and over. They were publishing. They were putting volume behind what they were doing. And so, it was interesting. Anyway, during that phase of your business, it's all about figuring that out. Who am I serving? What do they want? How do I sell it? And so, it's a volume phase. It's trying a lot of things. It's testing things. It's putting out different offers, different messages, until you find what are the hooks that people stick with. And so, in our Two Comma Club X coaching program, that's where we're living with people. They're coming in. And if they pick the e-com path, they're working with Allison, and she's helping to find products. They're trying a bunch of products until they find the one that, boom, hits. And then, our side we're doing challenges. The challenge, challenges to find the challenge where the messaging resonates, hits, and boom. And then, from there, we take that message and we turn it into a webinar. And then, that's what's happening at the Two Comma Club X level. After someone goes through that process, and boom, they make their first million, hit Two Comma Club, then they can move up to Inner Circle. And Inner Circle, we can have different conversations. And so, the question's, what are the conversations that we're having in Inner Circle? That's a good question. I'm glad you asked that. There's different things. And so, one of the big questions that people are asking and trying to figure out and stuff with is, "Hey, I have this thing. It's making money now. I hired some people, I got, 10 employees now, or five employees now, or something. I don't know how to run this thing. I'm an entrepreneur. I come up with ideas. Now, I'm a boss and I've got employees. How function? How do I do this? How do I not go crazy? A lot of it is systems and operations. It's a big part of what we talk about in Inner Circle. Another part is people perfected their message. So, saying, "Okay, well, how do I go from a million to 10, from 10 to 100, 100 to a billion? What are the things?" It's not necessarily create another product, another service. It's like, okay, how do we make the backend bigger? How do we increase conversions back there? How do we create front ends that'll acquire customers more profitably? It's really building out the value ladder and getting the pieces in place so that you can, as Dan Kennedy says, spend the most money to acquire a customer. Because, whoever can spend the most money to acquire a customer wins. And so, that becomes the Inner Circle phase is that. In fact, this morning, I have a presentation I'm doing called The Lynchpin, which is... It's interesting, of all the things I've done inside of ClickFunnels in our launch, there was one thing... We would've probably been $10 million a year company, if I didn't do one thing. And it's lynchpin. And so, what is that thing? Well, that's what I'm going to talk about today. Literally, my presentation is called Lynchpin. So, I may do some version of it at Funnel Hacking Live this year. I haven't decided yet, but I might. So, if you want to hear it, make sure you're at Funnel Hacking Live. Or join the Inner Circle, and it'll be in the member's archive. But The Lynchpin, which is this thing. And so, I have to set the structure. Here's all the pieces in my business, but this one right here. It's the one that nobody notices. It's the one that's the smallest, the dumbest, but it was that was the difference between having $10 million a year business to $150 million business was this one little lynchpin. And so, it's little things like that. It's not, try to figure out... I guess, it's almost, it's not almost, it is, it's more work going from zero to a million than from a million to 10, for sure. And so, Inner Circle's about those things. So, it's not so much like here's structured curriculum, here's step one, step two, step three, which is what we totally do in Two Comma Club X. It's more like, okay, here's a bunch of people doing what you're doing at different levels and let's share the best practices. What are you doing? What are you doing? How is it working for you? It's this collective group. It's a mastermind of people who are all sharing and growing together, which is so cool. Anyway, so what's happening in Inner Circle today is we've got about a hundred people from around the world, all flying here to Boise. And it's a mastermind, and we're sharing these types of things, which is really, really cool. And like I said, for this group, there's about a hundred people. And the Category Kings is a smaller group. There's only 15 people in that one. And that's ran very similar, but it's in a smaller group. And everyone in that group had made at least $10 million inside a funnel, therefore they've got past, usually, some of these core problems. They figured how to build a team and build a staff. They have systems in place. And now, they're trying to figure out, okay, how do I take what I have and add a zero to the end of it? How do I go from $10 million to $100 million? What's the process? What's the path? It's different at that level. So, it's just fun. I enjoy this game. It's so much fun. It's interesting. When I first would do events, way back in the day, man, almost 15 years ago, I'd do events, and I would do a three-day event here in Boise. And for the most part, we had complete brand new beginners who would come to these things. And I was like, "I want to teach them everything I know right now. I want to serve these people and give them everything." For three days I would go and I would teach literally everything, everything I knew, everything I understood. I did that for a couple years. And the weirdest, probably the most frustrating, thing for me was I'd show them all the things, and then nobody ever had success. I didn't have success stories for years. I'm like, "Why did they not understand? I've given them everything. Everything that I took a decade for me to learn, I'm giving it to them on a silver platter. They don't have to learn it. They just get it handed to them." It always confused me and frustrated me that people weren't successful faster. And then, I remember one event we decided, I was like, "I think we're overwhelming everybody." So, I was like, "Instead of us teaching these three day things, let's teach day number one only, but extended out over three days." And so, we did that. What was interesting is people understood it better. They started making more progress. But it still was too much. Then, we took the day one of that, which would've been the first two hours of the original event, and we extend it out over three days. And that became a new event. And it was just the first piece. And, oh my gosh, guess what happened? People started having success. What? I was like, "Wait, they don't need a whole destination?" I was like, "No, they don't need to know everything you know, Russell. All they need to know is the next steps, the first steps. What are the first things I need to do to get a result that gives me buy-in so that I'm willing to do the next three steps. I think the problem I had was I was showing people the entire picture and they're like, "I don't want to do that. This is going to be horrible." By doing it this way, I was able to give them just pieces they need to get the first result, which for us is get your first sale, get your first thing. They get that first result. And then, they're like, "That was cool." And now you say, "Okay, now here's the next step. Here's how you grow it. Here's how you grow it." And so, we started segmenting our teaching, our training that way, and started breaking up over levels, where instead of getting the entire three-day event in three days, it's like, "Hey, you're going to get the first two hours and we're going to do it over three days." And then, you have a couple weeks or months to implement it, until you've actually got it done. Then, I'll give you the next piece. Then I'll give you the next piece. And then, we'll send you up through the process. That's how we grew this to what it is today. So, Anyway, it's fun. It's awesome. I'm excited. Hope you guys are doing well as well, and I can't wait for you guys to be in our groups. Set that as a goal. Write it on your board, "I want to be in Russell's Inner Circle." And then, if you are, Hey, well, there's the path. Get in Two Comma Club X coaching program. Figure out your what, your who, your how. Get your million dollars. Come on up. And then, we have those conversations. And then, be like, "I want to get Category Kings." And then, come on up and we'll have those conversations. And then, the next group we're launching eventually is called the Atlas Group. For the most part, my group of entrepreneurs aren't quite there yet. Some of them are, but not big enough to have a group that we can have a really fun environment to focus on. Okay, all you guys here at a hundred million, how do we get to a billion? Because, those are the conversations I'm having with my team right now, which are fun. I would love to have that with the next group entrepreneurs. We've already named the group. It's going to be called the Atlas Group. But we're not quite there yet. So, that should be your goal. It's my goal. All right, guys, I'm almost to downtown. I'm going to bounce, so I can message my team and let them know I'm here. With that said, thank you so much for being you. Thanks for listening to the podcast. Just by default, if you listen to the podcast, you're ahead of 99.9% of all the other funnel hackers out there, because you're the ones who are paying attention, who are plugging into your ears, who are focusing, who are learning. So, good for you. You're on the right path. Stick to it, keep working. Figure out your who, your what, and your how. Serve those people to the best of your ability. If you do that, you'll get everything you want in life. Thanks again. And we'll talk to you soon. Bye, everybody.

Yeah literally, when you understand these core principles, you can change the world in as many crazy ways as you would like to. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Hey, what's up everybody. This is Russell Brunson. Welcome back to the Marketing Seekers podcast. And I'm not going to lie, I'm pinching myself right now. I cannot believe that this is my life. Okay, so I want to talk about why you guys have to master these skill sets. And I know you guys, I'm preaching the choir, you're the ones listening to the podcast. You're reading the books, you're doing the challenges, you're going to the adventure. You're in it, right? Which is awesome. But I want to just restate why this is so important. After you have the skill set, you can do so many cool things with it. And it is the most exciting thing in the world. So, it's 8:20 at night, I just got done at the office doing a webinar for Operation Underground Railroad, where we raise a bunch of money for human trafficking. And helped promote my favorite charity, right? Which is a cool thing, like philanthropy. I can never say that word, philanthropic or philanthropy. You guys know what I'm talking about, helping charities. Which isn't like so cool. But then also at the same time right now I was just boxing with Steven Larson, and I was like, "It's crazy what we're going to do right now." And yes I have ADD, don't do what I'm doing. Focus on one project. But I've got a big team of people now. And right now I'm currently actively working on a whole bunch of books. For example, Dan Kennedy and I are co-writing a book right now, so I'm working on that. I'm also still in the process writing my big next book, which is Secrets of Success that I'm so excited for. But on top of that, I'm also republishing a whole bunch of old Napoleon Hill thing to new books. I've got five or six other high ticket books in production. We're launching a huge supplement company, actually three supplement companies. I shouldn't be telling you this. We got our coaching programs Inner Circle, My Category Kings, Clickfunnels 2.0 is coming out, and my certification program. All these things, it's just crazy and it's just the same skill set done over and over and over and over and over again, which is all of these things you've been talking about. Right? Learning how to give presentations, building a following. And when you have these skill sets, you can apply it towards anything you want, right? Apply it towards your mission, apply it towards somebody else's mission. Apply it towards a book you want to write, or apply it towards a book you want to write with somebody else. Apply it towards somebody else's book that you happen to like. Oh, it's just, it's so cool and so exciting. And it's crazy that this is what we could do with our lives. So I wanted to box that in the moment as I'm feeling this excitement. I literally was just boxing this to Steven Larson, and then now I'm like, "God! This is so cool. I want to share with everybody." And so it's worth mastering these skill sets. At first it's frustrating, it can painful and you got to learn a lot, you got to grow a lot, and you got to do all these things. But then you can use it for so much good and so much fun. You want to publish a new book, go and do it. I'm trying to bring back from the dead all these Napoleon Hill works and Charles Haanel, and Orison Swett Marden, and Samuel Smiles and all these people that I love and I respect. Who are the most amazing work in the world that it's forgotten off this planet. And because I have this skill set and I love it, I'm able to now go and bring it back from the dead. And because I understand all the stuff you guys are learning right now, so I don't know, I'm just excited. This is going to be a short podcast because it's nothing more than I'm just excited. But I'm hopefully casting a vision for you guys in the future. Okay, I need to learn these things because I got all sorts of stuff I want to do with my life. I have charities I care about, I have missions I want to do. I have whatever, like all the... There's so many cool things. It's funny my very first home study course I ever created was on public domain, very first one. And now almost 20 years later, I'm obsessed with public domain. I'm buying all these books and I want to show it to you guys, because I think there's such a valuable thing. So many guys can be finding these works in your markets of people who have passed on and bringing their messages and their stories back from the dead, and helping extend their legacy, which is such a cool thing too. So, I don't know, you guys want me to do a trading on that specifically on the public domain and how to profit from it, and have fun with it, and use it for all sorts of things. From lead magnets, to backend, to front-ends to... Oh, anyway, sorry. I digress. I'm excited. And now I just got to the high school, I'm running in to go grab my kids who are wrestling practice. Well, one of my kids is at wrestling practice, and tomorrow morning I have my wrestling practice and I'm preparing for my tournament. Anyway, I'm excited. I'm happy. Hopefully you guys are as well. I know that there's ups and downs. Everyone goes through different parts of it. But I think sometimes hearing the excitement can be good. There's other times in my life where I'm stressed out and overwhelmed, which is even yesterday I felt that way. In fact, you can ask my team. I was like super overwhelmed. But we got things in place. I got structure around and I got people helping with a lot of pieces that I'm struggling with. And now I'm back to the spot where I'm like in this creation, fun, so exciting. So anyway, thanks to you guys for listening. I'm your biggest fan. I'm cheering for you, I'm praying for you. I'm working my butt off to make things easier and more... to give you the ability to have more success. So, hopefully I'm able to do that and hopefully you guys are listening, paying attention you're doing the things you're learning. So, grateful for you all, thanks for listening. And now it's time to get back to work. Let's go and change the world. All right, talk to you soon.

Did you notice this when you were reading any of Napoleon Hill's works? You should be modeling this for your business too. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up, everybody? This is Russell Brunson, welcome back to The Marketing Secrets Podcast. In today's episode, I'm going to talk to you guys about one of the secrets that you should be learning from Napoleon Hill. Alright, so I hope you guys are awesome. Now, you've heard me talk about this not once, not twice, probably a million times. We talk about when you are starting a business, especially an information product business... But in reality, people will fight me on this. It's true for every business, even E-Commerce. Especially E-Commerce. But what you are doing is you are, in any business we are getting somebody a result. So, someone comes to me and they want to be more successful. They want to build a business, they want to lose weight, they want to whatever. You've got some result that you give somebody. And us as entrepreneurs, we make our money by having a framework that gets them that result. The framework could be step one, take these supplements. Step two, go to this course. Step three... it could be something like that. It could be just pure information. It could be pure supplements. It could be pure things to do every day. Whatever it is. But there's a framework that you've got to create to be successful, right? And the framework is basically; step one, step two, step three, step four. This is the path that we go on. This is the map. Someone comes to you, they're looking for a result, which is the destination, and you're giving them the map. And what's interesting... Side note, at Funnel Hacking Live Orlando, Alex and Leila Hormozi spoke about high ticket sales and one of the quotes he said is really interesting. He said that "You sell the destination, you don't sell the journey". Right? Getting to Hawaii is a nightmare, right? You get to go through the airports, and the planes, and all the things. And what, unfortunately, most people do when trying to sell something, is they sell the path. They're selling all the things along the way that you have to go through, but you don't. If you're selling Hawaii, you sell the palm trees, and the luaus, and the white beaches, all that kind of stuff. Right? That's what you sell. You sell the destination and not the path, but what you fulfill is the path. You buy tickets to Hawaii, you're getting airplane tickets, car tickets, hotel, all this stuff to get you to the destination. And so, the framework is the map to the result that you're selling somebody. Hopefully some of you guys had some mm-hmm (affirmative) there, that's number one. Number two now. Right now, I'm recording this again in my Napoleon Hill room so, for those that are watching the video version, you can see behind me. This is all of Napoleon Hill's work. This, right here, is the First Edition Laws of Success. It's actually three years before he published Laws of Success. And this was the first thing he wrote, maybe not first thing he wrote. One of the first things he wrote. But it's the first time he took his philosophy, his framework, his whatever you want to call it, and he wrote it all down. The Laws of Success, and there are 15. 15? 14, 15... Yeah. 15 Laws of Success. And each of these has a different step. Each step is in framework, right? So step number one is defining of purpose. Step number two is to do more than you're paid for. Step number three is The Mastermind. That's not the right word, I'm talking out of my head. But he has the framework. So he created this framework, he wrote The Laws of Success, it was these like 15 or 16 booklets. Each covering one step in the framework to have success. And what's interesting is a lot of people are like, "Oh, Napoleon's written dozens of books". Kind of, but Napoleon only has one framework. Now, I'm saying this from experience, as someone who's literally collected the first editions of everything he's got. From his magazines, to his books, to his courses, to tape sets, his audio, his records. Everything, I'm going through it all. And what's interesting is that every single book, every single course, every single everything is based off of the exact same framework, okay? So, get this. When you go through The Laws of Success, there's the framework. But when if you read Think and Grow Rich, guess what it is? Think and Grow Rich is just that framework and then over the top of that framework he wrote the book Think and Grow Rich. I'm going to walk around the library here. So if you look at other books he wrote, How to Raise Your Own Salary. How to Raise Your Own Salary, guess what it is? It's basically, he took The Laws of Success framework and he wrote a book, which is an interview with him and Andrew Carnegie, after he passed away. Weaving in Andrew Carnegie's philosophies of that framework into the book How to Raise Your Salary. He did the same thing with Outweighing the Devil. Outweighing the Devil is a conversation he has with the Devil and he's taking the framework of Laws of Success and he's laying in this conversation with the Devil on top of that framework. Think and Grow Rich, like I said, is the same thing. Over here I have this home study course called The Science of Success that him and W. Clement Stone did together. And guess what? Him and W. Clement Stone took the framework from The Laws of Success and they created a home study course, and a thing… And one of the colleges there's still... They still teach. Napoleon Hill foundation has a college curriculum at one college, and guess what they teach? They teach these frameworks. Okay, here's a book I have over here called Mental Dynamite. This is the book set that he wrote in 1945, and what's crazy is it's called Mental Dynamite: The Philosophy of American Achievement. And it is 16 booklets, and these 16 booklets literally are the same framework as Laws of Success. They're just... He wrote it again from different lenses, a different framework. A different thing. The magazine's is the same thing. In the magazine's he talks about success and then all he's doing is each month he's picking one of The Laws of Success and going deep into it. It's just him taking his one framework and using it over and over and over and over again. In fact, the guy that I bought most of this stuff from said, essentially, if you read all of Napoleon Hill's works it seems like he's just plagiarizing himself. But he's not plagiarizing himself. What he's doing is what I tell you guys all the time. If you've heard me talk about information marketing or publishing in the past, what'd I tell you. I said that people will spend more money for the exact same content. But I'm going to replace with framework. People will spend more money for the same framework, packaged in a different way. Okay? People will spend more money for the same framework, or content, packaged in a different way. And the way that I learned that, ironically enough that I'm sitting in a Napoleon Hill room. Back when I first was getting into this business somebody at an event said you have to read Think and Grow Rich. So I went and bought Think and Grow Rich for, I think it was 10 dollars at the time off Amazon for the book. And it sat on my bookshelf for months. Right? And every time I'd go back to another event people would talk about Think and Grow Rich and I'd be like, I got to read that, I got this. Finally, after not reading it for six months to a year, I went and bought the CD set on Ebay for 100 dollars. And what's interesting, for this okay? Is there any difference between the book Think and Grow Rich, and the audiobook Think and Grow Rich? No, they're literally the same thing. One's just written format and one's audio. Same thing, packaged in a different way. And I spent 10 times more. 100 dollars for the CD set, versus 10 dollars for the book. 10X. I spent more for the same thing packaged in a different way. Okay, looking at Napoleon Hill's stuff, same thing. Laws of Success, the 16 book set. He sold it for one thing. And then Think and Grow Rich is a smaller thing, same framework, packaged in a different way. But that packaging, that wrapper, that hook for it sold 30 millions copies, right? And then same thing, he wrapped it for How to Raise Your Salary, he wrapped it for... What other books do I have here of his? How to Sell Your Way Through Life. The Magic lottery to success. Succeed through persuasion. Napoleon Hill's Master Key to Riches. Book, after book, after book is literally the same framework packaged in a different way. Okay, the home study courses. Boom. The college courses, the seminars, the certification programs, all based on the exact same 17 principales. I keep saying 17, 16, 15. I can't remember it, top of my head. How many principales? But you guys get the gist, right? And then over here, I went to The Napoleon Hill Foundation the other day and they have a whole bunch of books they've republished. So I went and bought every single one of them. And those you can see, there are probably 80 or 90 books I bought. Here on the shelf over here, these are all of the reprints from The Napoleon Hill Foundation. And what's interesting is Napoleon Hill has a daily journal for everyday men. Guess what this is The Laws of Success framework into a daily journal. Think and Grow Rich: Action Guide. Guess what it is? It's The Laws of Success as an Action Guide. Oh, Napoleon Hill's Millionaire Mindset, guess what it is. It's his framework wrapped around a Millionaire Mindset. Oh, Laws of Success or How to Sell Your Way Through Life, The Gold Standard, Napoleon Hill's Positive Action Plan, Napoleon Hill's Year of Growing Rich, How to Own Your Own Mind. They're literally, book after book. 80, 90 books, they've all been written taking Napoleon Hill's framework that he created and then re-skinning it, re-wrapping it, re-figuring it out. Okay? So, hopefully this gives you guys hope. For those of you guys that are like "Ah, I can't figure this out, I'm not that creative. I can't figure these things out". You don't have to figure out a lot, you have to create one framework. One really good framework that is the map that gets somebody a result. It's your map, you can then give somebody and you can wrap that. You can make a book. You can make an audio course. You can make it a podcast. You could make it a live event. You can make a seminar. You could make it a training system. You can make a certification program. You can make it so many different ways. So that's what I wanted to share with you guys today. I've got someone, this is a top secret. I'm not going to tell you who this person is yet but, there's somebody who's going to be speaking at Funnel Hacking Live this year, who literally has one framework. And it's an amazing framework that this person developed. That's all I'm going to give you guys. And this person has taken that framework, and I think last year did 40 million dollars in their business off of one framework. Alright, that framework's got a book, it's got a membership site, it's got a certification program and that's it. But taking one framework and packaging it in different ways. So anyway, as I'm sitting in the Napoleon Hill room looking at this. 20 years ago I bought Napoleon Hill's Think and Grow Rich for 10 dollars, and then I spent 100 dollars on this thing. I spent, if you guys want to know, multiple seven figures buying all of this stuff. Of the same framework packaged in a different way because we perceive value through different levels for how we're doing. Now for me, I'm getting value by getting the first editions, signed copies. That's where I'm getting value from the same framework and I'm spending a huge premium for them because I'm just a different type of person, right? And you're going to have different people the same way; who come into your world who want to pay a premium. They're going to spend more for the book version, the audio, for a one-on-one consultation. Like, right now, if I could pay Napoleon a million dollars to get on the phone with him for 17 weeks and go through the 17 Laws of Success with me one-on-one I would drop that in a heartbeat. I wouldn't even think twice about it. That would be something I would do instantly, even though conversely you could read all the books, and the courses, I know. But to have him specifically in my situation customize the 17 Laws of Success for myself? That would be insane. And your people would do the same for your framework, right? So anyway. I hope this helps you guys. Make sure you're following live so you can see this in action. Someone who built a 40 million dollar year business doing what Napoleon Hill did, and what I'm doing, and what you should be doing as well. SO, hope it helps. Appreciate you guys, and I will talk to you soon. Bye.

Some of my biggest insights after spending a day at Dan Kennedy's house. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Today I want to tell you guys about my experience with Dan Kennedy. I hired him for a private consult day, and I want to tell you behind the scenes. What happened, what was cool, what was... Anyway, just all the things. So that's the goal of this episode. All right, everybody. As I told you guys in the intro, I had a chance this week to fly out and hang out with Dan Kennedy, which was really, really cool. And I want to tell you guys a story, because there's a couple things behind it. I remember back when I first got into this business, people were always talking about how Dan released private consult days, it was $18,800. That was the price then. And I remember thinking, "I can't believe someone's paying him $18,000 to go to his house, to talk to him for a day." It didn't make any sense to me at the time, right? And I always thought, "Someday, when I'm rich, I'm going to do that." And for some reason I never did. It's interesting. For years, probably a decade or so, I always thought about that, "Oh, it'd be so cool to go to Dan's house and ask him my questions." I always wanted to, but again, I just never did it. And I still remember to this day when I was in my penthouse writing the Traffic Secrets book, when I got a call from one of my friends telling me that Dan was about to pass away. And some of you guys know the story, a couple years ago he almost died, and then he didn't. But I remember one of the feelings I had when I got that call. It was like, "Oh, I'll never be able to do that." I had a shot, I could have done it, and I never did it. I was just kind of just bummed out I never did it. And then fast forward, he didn't die. Fast forward a couple years later, we ended up buying this company. In my contract, I was like, again, all things I want to do. I want to co-author a book with you. I want to blah, blah, blah. And one of the big ones was I want to come in and do a consult day, every single year just to like... and so that's part of my contract now. So once a year I get to go out to his house and hang out for a day. And so that was kind of the backstory. So you've been planning it and talking about it and finally, it happened. And it's funny because I'm not the best scheduler or planner. It's not my strong suit. Anyway, we were kind of planning it all and I was going to fly out there and everything was happening. And then I realized that the weekend I was supposed to go out there... Actually let me step back. So Dan messaged me ahead of time and said, "Hey, if you want," he's like, I was supposed to be there on a Monday. He was like, "If you want, Sunday's open, you come out Sunday. And if you want to buy two consult days, you can do that." And I was like, "Oh my gosh, that'd be amazing." So I said yes, and we bought it. And then those of you who know, I'm Mormon and in the Mormon church, we have a thing called general conference. Happens twice a year, and it's basically a church on TV all day, Saturday and Sunday. And for us, it's the coolest thing. We get to spend time with our family and our kids. And we watch it together and we eat donuts and it's this special moment. And I didn't realize that until I told my wife. I'm like, "Kim, I'm going to be flying out to Dan's house on Friday," or excuse me, on Saturday. I'll be there all day Sunday and Monday working with him." And then she was like, "You realize this is general conference that weekend." I'm like, "Oh no, I can't. I can't miss that." And so anyway, I ended up sending Dan usher on my team to go fly out. And in Sunday, he went and filmed with Dan for a whole day. Just like capturing stuff that we can use for promotional videos and Dan telling his story and just a bunch of really cool things. And so then I had to figure how to get there. And there's no private flights to Cleveland, Ohio from Boise, Idaho, Sunday night after conference is done. So we had to book a private plane. It was really expensive. It took the consult day from $18,800, which is what he charged, he still charges to this day, actually. It ended up adding, I think, $52,000 to the flight. So hopefully someday my kids will watch this and like, "Man, your dad loves you. He spent actually $52,000 so he wouldn't miss general conference with you." But anyways, so it was cool. So we ended up flying that night at nine o'clock at night, but it's going to Cleveland. I think it's East Coast time, right? So it's like already 11 o'clock by the time I leave, and landing in Cleveland, and then we had to drive almost an hour to my hotel. Long story short, I ended up getting to bed about 5:00 AM and the consult started next morning. So 5:00 AM I'm going to bed, and eight o'clock the alarm rings. I'm like, "Oh, three hours of sleep. Let's go." It's funny because every time people talk about going to Dan's house... We stayed at the LaQuinta, which is just the worst hotel ever. And sure enough, we got there and it was the worst hotel I've ever stayed at. It was funny because I think normally I would've been annoyed by that, but part of it was the romance of going to Kennedy and you stay in this nasty hotel and you do the things. As I got in the hotel at 5:00 in the morning, the little awning above the hotel is falling in, and then you go in there. It was just thing after thing. I was like, "This is literally the worst hotel I've ever been in." Dan was true to his word. But because it was so cool, I was just smiling the whole time like, "This is so cool." I think the worst experience would've been, the better that would've made the experience for me, just because that's what I was banking on. In fact, I told my assistant, Jenny, she was booking it. She's like, "You don't want to stay there. You should stay over here." I'm like, "No, we have to stay at the LaQuinta. That's where everybody stays when they go see Dan. It's part of the experience. I have to have it." So we did that. Anyway, three hours later, I wake up and we drive down to Dan's thing. Anyway, it was just really cool because it was hanging out with Dan Kennedy. And we go to his house, we went down the basement, and the basement in his house, it's like an office, right? I don't think his wife goes down there. I think it's like, this is Dan's area, and this is our house, it's above it. We go down there and there's a conference room with a mastermind table with chairs all around it and there's dozens and dozens of bookshelves. It was really, really cool. And so we started the tour and he showed me the books. You guys know I'm a book nerd. Those who are watching the video version, this is... I'm in the Napoleon Hill room right now. All my book collections. I am obsessed with books. In fact, let me Google, there's a disorder for people who are obsessed with books. I think it's called biblio... something. See if I can figure it out. Bibliomania. Bibliomania is a symptom of obsessive compulsive disorder, which involves the collecting or even hoarding of books to the point where social relations... I got to read the rest of this. Yeah. Where social relations or health can be damaged. So apparently I have bibliomania, and Dan did too, so I feel like I'm in good spot. We're both obsessed with books and we collect them all. So it was fun to see them all. I literally took pictures of every bookshelf. I'm like, "I have about half these books, half of them I don't. I need to remember the name and the author." So I'm on eBay and trying to find the first editions of all these things. So that was really fun. We sat down and we get down to... Okay, we sit in little tables, had to do my consult. And he's like, "Well, how can I be helpful? What do you want to talk about?" And I look around and sure enough, I forgot my notebook. I didn't bring my notebook to Cleveland, Ohio. And I had nothing to take notes on. I'm like, "Can I borrow a notepad?" He had his notepad and he ripped out all his notes and gave me this. For those watching the video, this is Dan Kennedy's notepad. I took my notes on my consult day with him, which is so cool. So I can never throw this away. I can never wash my hands because this is Dan notepad where I mapped out my plans with Dan while I was with him. It was cool. Initially it was just cool because we just talked about business. I had some questions I want to ask him, but from 9:00 AM until 1:00, it was just him talking and going on things. It was just fascinating. Again, it was just like you could share things and talk about history and then this, and how this worked and I'd be like, "Oh, well how'd that work?" That first half of the day was just him going on in these tangents and me asking questions to figure things out. And then we had lunch and then afterwards he's like, "So did you have specific things you want to talk about?" I'm like, "Oh, yes. I do." So I had my questions. So the questions I asked him, this is tough. What would you ask Dan Kennedy, right? You see me as, since I've done the consults with Tony Robbins twice. I've actually another one next month, which is cool. They're always like, "Ask Tony any one question you have." That's like the hardest thing. What question would you ask him? So when you guys had a moment with Dan Kenny, what question would you ask him? So my questions were basically like, number ones. If you own ClickFunnels, what would you do with it? Tell me, your Dan Kennedy, let me know, which is really cool. Another one's like, "Hey, I obviously... The front ends of my business are books. I'm going to continue to write books. I love books. What are other ways that you would market books?" I'm like, "Obviously, we drive a lot of traffic from Facebook and Instagram, then YouTube and Google. So the four major platforms is 90% of our book sales come from those. What are other things you would do to sell more books?" And then I can't remember the question. Those are the two core questions. Then I had to ask some questions about big Peter Little events to success events. If I was to go and launch at a front end event company, what would it look like? How would it work? And so those are some of the questions, but it was cool. And then he just went... "Oh, hold on, let me show you something," goes over his filing cabinets and pulls out like, "Here's how we did this," this campaign, this campaign, "And here's how this worked."It was really, really cool. One thing that was really fascinating is... It's interesting. I learned this initially, I think I've learned it from Jay Abraham. Jay Abraham was really good at taking concepts from other industries and bringing them to yours, and Dan does the same thing. So what was cool is I'm like, "Okay, we have, obviously, ClickFunnels and we have the books and things. We're trying to figure how do we get into businesses and get them to give us... The Vietnam become members," and stuff like that. And he's shown us this campaign that I think it's Jay Geier who does it. It was interesting because what Jay Geier does is he helps people fix... The chiropractor, the dentist, who you call on for an appointment and the person picks up the phone and that person who's supposed to be the receptionist, who's supposed to do the sale and convert the person, instead, becomes the person who's blocking the sale, right? They do these campaigns where basically they call the dentist. They call them four or five times over two week period of time. They record all these phone calls and they create this package. It's like, "Hey, we called your office. Do you want to hear what it sounded like?" And then there's a CD where you listen to, you're like, "Oh my gosh, my front desk are morons. They're doing this all wrong. There's no scripting." And they come in like, "Hey, if you want, we can help train your person, give them the script," blah, blah, blah. Implement it all. Do it all for you. I think it's like, I can't remember. I think there's a different package, like $3,000, $5,000, and $15,000 or something. And they built a, I think he said like a 50 million year business off of this thing. Literally cold calling the receptionist, recording it, sending this direct mail piece out and that was it. And he was like, "You could do something similar with their website." Instead of "Hey, we called your receptionist." Like, "Hey, we went to your website and here's what we found. Here's where you're losing money. Here's," do website reviews for people. There's a million different cool things. But he's just showing me, for example, here's how it's working over here in this industry. Here's how you could do something similar. And I'm like, "Oh." Gets the wheels in your head spinning of tons of different ideas. The book marketing was interesting too. For me, again, we focus so much on the online stuff and he was just like, "Well, your books specifically work for different industries." He's like, "If I was you, I would go find the industry magazines," or industry... Not magazines, they're call newsletters. And he's like, "Every industry has one." There's one for dentists, for chiropractors, for restaurant owners for blah, blah. Every single one's got one. He's like, "You got that." Create a campaign or an ad to these things which is like, "Hey, your website sucks. You need a funnel." Hey, real estate agent, hey, whatever the industry thing is. It's not like you're going to get the volume you're getting out of everything but it gives you a chance to penetrate through all of these other submarkets. You get deep into them, which was really fascinating. We talked about radio a lot. He said that radio's different back in the day when Limbaugh was the biggest ones. He's like, "That would be huge." He was the A player. That if you got on Limbaugh, it was game over. And he's like, nowadays, there's not an A player. Basically, conservative radio is the best places to sell books and things like that. He said there's no A players. There's no Limbaugh anymore, but there's a whole bunch of B and C players. And he's like, "I would go and I'd start on C players and run ads." Those are way cheaper. You can test things out. And if you get work, you then move up to the B players and start running the ads there. And I was like, "Well, how do you run ads nowadays?" Do you run them to a call? A phone center? Do you run them to a website? We went back and forth on that. I think what was interesting is... I told him I've seen a bunch of campaigns recently. That supplement companies are doing more... The call to action is like, "Hey, text this number and we'll send you a link to whatever." It's like a text to website URL. And what's cool about that is you text them and you're able to send them back URL. It hits them on their phone. They have it. It's also not like they have to remember, "Okay, trafficseekers.com, trafficseekers.com." Like I'm going to go to the page, I'm going to go to it and they write it down and they forget about it, right? They just have to text you real quick. Boom, you shoot the link and then the link's there in their phone all the time. You get people who... Even they don't convert right then, they convert later. But then also you have a text list. Now you can send text follow ups and urgency scarcity. All the things we do you in marketing. That got me thinking like... There's just so many opportunities. An ad works, you click to go to website. It's one thing. But when you're not, think about radio, even podcasts. People listen to podcasts when they're driving. Billboards. There's a million things where going to website URL is not that efficient as opposed to texting. Text blah, blah, blah, to blah, blah, blah. And then we'll send you a link to your free book. They do that and all of sudden, now you got them on a list. And I was like, "Oh." Anyway, I think one of my big takeaways I want to build out a really good friend end texting campaign that I can start running now in all these different platforms and different alternative medias that we're not doing right now. Oh, so many cool things. He talked about the old Peter Low events, how they used to run those. The format was interesting. They spend about a million dollars per event to get 20,000 people into a stadium. And then they'd have a couple different people there. They always have someone who's a world leader. So they had Trump, or excuse me, not Trump. They did have Trump for a while, but they would have like George Bush or Colin Powell or something like that. They'd try to get a business person, an entertainment person, and then a sports person. The sports person, usually local celebrities. So they're in Boise, Idaho, they'd find who's the quarterback of Boise state that we can get, or the old quarterback. Or if they're in Chicago, it's like who's the Chicago Bulls, the Chicago Bears guy. Whoever they know that we can bring. All these speakers were like the draw to get people to come to these big events and then they would have a famous person speak. Dude come in and speak to cell. The famous person speaks, speak to cell. That was the whole model. They said that they would do an event, cost a million dollars, do the event, they clear 1.5 million from the event, but there was no real back into that business ever. So for me, "I'm like, man, I wonder if I could create something," because we've got such a good back with ClickFunnels. We create something like that. Anyway, I have a desire to do it. I don't know if I'm going to, but I do have a desire to try to do a big, huge mega event on the front end where they come in. And again, you get... I was even thinking like, what if... You guys know, at Funnel Hacking Live a couple years ago, Lindsay Sterling came and performed. It was this concert. Imagine teaming up with someone who's a band, right? And doing success event or whatever the events are, and having the band be the thing at the end, everyone stays towards, right? Then you work the band, they got the cost they got to do anyway to fill the event. Now, you piggyback off of them and they're... That might be horrible I did. But it might be amazing, I'm not sure. Anyway, I have this thing in my head where I'm trying to figure out how to do a big front end event like that. Especially with... I'm working on our success brand, our success business where it could be twofold. When it comes to the event, like first half's like success. We sell success stuff. And then the second half is contribution and then boom, we sell the business stuff and then we have a big concert at the end. We hit all the major cities and it'd be crazy. But I didn't realize the Peter Low events... I thought it was something maybe once a month they did it but they were doing like two or three a week. Kennedy even was on the road, it was like, boom, boom, boom. Place to place, place, place. So he was hanging out with George Bush Sr., and Barbara Bush. He told all these stories about them, it was funny. Two, three times a week, they were in a different city. Meetings, speaking, hanging out. And that was kind of how the whole tour worked and how they all made money back then, which was was crazy. And then basically said that during Peter Low event days, they used to hit four bad events in a row happened. Because one was 9/11 hit, and then something else hit in like four, five events in a row. It just bankrupt the company. Because, again, they had no backend. All the money was happening at the events. So when they have four events in a row that you don't get your million bucks back, it falls apart. But anyways, it's fascinating. Oh! One principle we talked about that was really cool. If you guys ever studied Renegade Millionaire, the course and the events, everything that Dan did with Renegade Millionaire, he talks a lot about these two things. He mentioned, again, he's like, "There's the future," like "There's a current bank and there's the future bank." The current bank is the money you're getting today and then the future bank is the equity you're putting in to your list, to your customers, to make money in the future. Most companies focus on the current bank. Here's I'm making money today. And he's like, "The best businesses, they make deposits in the current bank," that's the money you make today, right? And then they're also putting deposits in the future bank, which is the relationship with your customers and the people. So they keep coming back over and over and over and over again. Simple concept, but just the way he explained it, I was just like, "Oh." I wrote that down. My future bank is the long term equity in your company and then the current bank. You have to bring people in current bank and then you're making deposits into this future bank. What else? What else? Oh, there's so many cool things. Oh, okay. I got something cool for you. This will be kind of the last thing. I'll probably wrap on this. So this is the most interesting. So we're in Dan Kennedy's basement. We're down there. He's got the computers, I probably saw the fax machine. I got a picture by the fax machine. All kinds of stuff. But I asked him... Well, not asked him. He could volunteer but he's just like, "Hey, there's no internet access down here." I'm like, "What?" He's like, "Yeah. I'm not connected with the internet." And I know if you guys heard me tell stories about Dan, he faxes, he doesn't have an email address, things like that. But not only does he not have an email address, he does not have internet access. Literally no internet. He couldn't check email if he wanted to because there's no... He types. His computers are typewriters basically. Types, prints it out, walks to the fax, and he faxes it to somebody. His wife has internet but he doesn't use it. Then the basement there's no... None of his computers are hooked to the internet. Is this crazy? I was like, "Well, how do you research for your books?" And he kind of points around all the books. He's like, "This is my research here." And he looked to me, he's like, "How do you research for your books?" He's like, "When you're on the internet, don't you feel like you're standing in the middle of a strip club? How are you able to focus?" I was like, "That's a good point." In fact, so much so that now I came back and... I told you guys earlier, I'm in the Napoleon Hill room. My plan is every day, I'm spending the first half day here where there's no internet access. I mean, there is internet, but I'm not connected. There's no people to talk to. I'm just here writing and working and trying to get stuff done because I'm sure I'm like you, I get distracted all over the place. So I have to literally... My team knows, I'll be in the office after lunch, but before lunch, I'm here in a spot where there's no internet so I can record podcasts. I can write, I can plan. I can all the things that I need to do. Anyway, it made me excited to also figure how do I... I need to disconnect more. Disconnect from social, disconnect from internet. Disconnect more so I can get more stuff done. So anyway, I get a lot of stuff done but I want to get more, just like you guys. So anyway, there's some of the highlights from my time with Dan. Oh, for those in network marketing, he showed the two things that blew Herbalife up. Number one was the pin like, "Want to lose weight? Ask me how. Ask me how I did it." And he's like that initiated conversations. That got people that asked the Herbalife distributors because they couldn't get them to go out there and to like, "Hey, do you want to lose weight?" Or "Hey, do you want..." Having something like that was number one and number two, this was fascinating. There's a lesson here for somebody. Is that they would have on TV a late night infomercial but it was more like an opportunity meeting. It was interesting because they didn't make money from the opportunity meeting, right? It wasn't like a direct response infomercial where they're making money directly. Instead what it was... It was an opportunity. So people at home around the world would get their friends and family and say, "Hey, Sunday night, we're doing this thing, come over house and watch it together." They'd come together, turn on the TV, they'd watch it. And then the infomercial was the opportunity meeting and they'd sign up their friends there in the house. And that was their model. That's so cool! I think there's something there. If I own a network marketing company, I would definitely exploit that and do it where... Do a Facebook live every Saturday night or Sunday night. That's literally just the opportunity meeting and have the entire company bring people to that meeting over and over again. I may try to do something similar for affiliates or for our new funnel builders, which is the new thing coming up I can't tell you about, or I don't know. I haven't figured out how to leverage that yet but I thought that was really, really cool. That Herbalife did that for a decade or so. That's how they grew. So much fun. So many fun things. So I hope that helps you guys. Hopefully, you got a glimpse of some of the cool things I learned about with Dan Kennedy. It was everything I hope for and more. You'll be able to see the production, the what happens afterwards coming back in this year and the near future side of our companies. Appreciate you guys all for listening. If you enjoy this, let us know. And if you're not subscribed to the No B.S Newsletter, you must make money, that's the only logical explanation. Go to nobsletter.com, go get subscribed. You hear from me and Dan twice a month so that's all I got. Thank you, guys. Appreciate you and we'll see you soon. Bye.

For those who have haters, enemies or competitors that are driving you nuts, listen to this sage advice from Napoleon Hill. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up everybody. This is Russell Brunson. Welcome back to the Marketing Seekers podcast. I am publishing this episode from inside the Napoleon Hill room in my makeshift library. And I want to share with you some thoughts on competitors, on enemies, on people that are frustrating you in your life directly from Napoleon Hill back in 1922. All right. So I'm working right now in the Napoleon Hill library on actually the No BS May newsletter, which is fun. Well you guys don't know, I spend multiple days each month writing out the No BS newsletter, Behind the Scenes newsletter, a bunch of other things. So if you want to hear the thoughts inside of my head, without waiting for my next books to come out, make sure you are a subscriber. You can go get subscribed to nobsletter.com, which is where we have our print newsletter. It comes out twice a month for marketers and it's awesome. But anyway, in these issues, most of the issues I have some kind of something from Napoleon Hill or someone who I respect, personal involvement things from back in the day. And today I was going through a bunch of my old Napoleon Hill magazines and this one was from 1922. And at the very beginning, God, there's so much gold here. Some of these things are in the public domain, I'll be republishing. But yeah, this is from the January, 1922 issue. And at the beginning he has the thing says, the editors thought inspiring epigrams and I actually didn't know what epigrams meant so I had to look up that word. It means like statements. So these are almost like memes or I don't know, quotes or whatever you want to call them. But they're things that he said he had gathered as he studies the motives, which actuated men and their dealings with another. And there's five or six pages of these and they're all these little cool quotes. And so a bunch of them I'm actually republishing in this month's newsletter, but there were five or six that were in a row all about enemies. And it's actually interesting because those who don't know Napoleon Hill's story, he had a business partner when he launched his first magazine called Hills Golden Rule. And then eventually his business partner screwed him over. I don't know the whole story behind it, but in fact, I have the issue. It was March, 1921 when it shifted from Hills Golden Rule magazine to the Golden Rule. And basically his partner, I believe, kicked him out. And so he did what any good entrepreneur would do. And he started a new one, so he started his own magazine a year later called the Napoleon Hill magazine. And it's interesting as you read his writings, he doesn't say exactly it at all times, but he's very much blatantly like, "Hey, I got screwed over here." Not so much that, but he's talking about the circumstances and what he's learned throughout it. But it was interesting because in this issue, he's talking about enemies. And so I don't know if he's specifically talking about the enemy who was his partner in the Hills Golden Rule magazine or something different, but he has five or six bullet points. And again, I don't know if he wrote these, if they're quotes he found from other people, a lot of them do sound like him the way he talks. The more I read him, the more I understand him and I feel like these are his thoughts. So in fact he says on here, "This is the page of condensed philosophies." And so these are condensed philosophies and there's five or six of them here specifically about your enemies. I thought were fascinating, so I wanted to share just a couple of those here with you. So the first one says, do not try to destroy your enemies. Only combat them to the point of holding them in check so that they cannot destroy you. And from that point on, thank God that you have enemies because they keep you alert, active on the job and at work on the plan to keep them from getting the better of you. This develops strength and power in you that you would've never otherwise known. And as I read that, I was like, "Oh, this is so cool." Right now, I'm sure you guys see, ClickFunnels, we're the first funnel builder. And now there's a whole bunch of knock offs and competitors and things. And part of me gets annoyed and angry about it. But then, after reading this, I'm like, "You know what? The reason why we built 2.0, the reason why we're doing what we're doing, the reason why we are about to come in and just rock the entire marketplace is because of these enemies." Because these people who are fighting against us. And so it keeps you sharp, keeps you alert. Wrestling the same thing, the better the opponents I had, the better I became because I to get good enough to beat those people. Having really easy matches didn't help me ever. It was the competition that made me great. That was really cool. Here's another one. It says, "If our enemies are constantly watching us, we are careful not to let them find a weak spot in our fortifications. And this eternal watch list develops qualities in us, which we would otherwise permit to lie dormant." Again, they're watching you, they're trying to figure things out. Don't give them your weak spots, fortify yourself against these weak spots. And again, it's going to be a benefit to you. Another one he said, "If I had no enemies, it would be necessary for me to go out and to create some because I need them to keep me stimulated to top notch speed and determine to do nothing except that which will pass inspection under the closest sort of scrutiny." Saying, you need enemies. If you don't have them, go out and create some so that you have this new pressure that's pushing you to become more, to do more, to create more. He says, "You will be fortunate when you adopt this philosophy concerning the advantages in having an enemy or two. And you may rest assured that you are developing power and bigness and depth of character. When you can smile, as you watch your enemies, trying to undermine you, knowing that your house is built upon a rock that cannot be disturbed by the destroyer." Oh, he is so good. I love Napoleon Hill. Here's another one. Never give your enemies the satisfaction of involving you in a foolish argument. Ooh, this is for all of us who get in debates on Facebook with our enemies. He says, "Never give your enemies the satisfaction of involving you in a foolish argument. You might as well know in the beginning that neither logic nor right will convince an enemy. Therefore, you will be unwise and waste much valuable time and energy if you stop to argue with a man who's looking only for arguments and not for facts." Ooh, this is so good. And the last one I'll share says, "If you have enemies who are trying to get between you and the star of your definite aim in life, you should pay no attention to the enemies, but increase the luster of that star so it will shine over and above those who would shut it off." Oh, so good. So good. Anyway, Napoleon Hill from the grave. Thank you. He's amazing. And again, one of my favorite authors. And you're going to hear more Napoleon Hill stuff from me, there's some cool things happening, cool projects I'm working on that I'm excited to share with you guys. So I hope you enjoy this episode. If you did, and you have enemies, there's some good advice for you. Don't let the haters hold you back. Don't argue with them. And if you don't have enemies yet, go create some because it will make you sharp. It'll make you better. The competition will make you better at your craft. So hope that helps. Thanks you guys so much for listening and we'll see you on the next episode.

A lesson that I learned from John Childers almost 20 years ago that is changing my life today. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. On today's episode, I want to talk about the reason why you need to record everything you say for the rest of your life. At least, most of the time. What's up, everybody? Okay. As you know, I am neck-deep in this process, where I am going deep into the archives of a whole bunch of things. We bought Dan Kennedy's company. I have this hard drive with everything that Dan Kennedy's ever said, every video, every audio, everything he's written. It's insane. 99% of it, no one's ever seen before. I'm finding these gems, these things. I'm pulling them out and we're republishing them. We're using them as lead magnets. We're using them as podcast episodes. We're using them as just all sorts of stuff. I'm having the time of my life. If you've been listening to my episodes lately, I'm also in this thing where I'm going and I'm buying all these old personal development books and old business books. Things that are in the public domain, which I'll probably do an episode more on what public domain is. But, basically, they are things that the copyright's expired, so I can take these things and I can republish them. Napoleon Hill, for example, I'm trying to piece together everything that he's ever said, every article he wrote. I'm finding all the old magazines, the newsletters, and all the things. I'm finding his old magazines. I'm finding all the books, courses, and times he's spoken. Just everything I can find. I'm gathering all this stuff, because I'm able to take all of these things that are in the public domain but the copyright's expired, and I can use them again, for lead magnets and for things like that. It's been interesting, because I've been going deep into these different things, all of Dan Kennedy's stuff, and then also, Napoleon Hill's and a bunch of other people I'm researching and finding. I'm finding all this stuff. It reminded me of an experience that happened to me about 20 years ago. I was at my very first internet marketing seminar ever. It was Armon Warren's big seminar. At the seminar, he had a speaker, named John Childers. John was actually one of the guys I first learned public speaking from. I don't remember everything John said that day, but I do remember one thing. He said, "Every time you talk, make sure you record it, because you can use those things for bonuses, and for lead magnets, for upsells, for all sorts of stuff." At first, I was like, "Why would I record myself? Who cares what I'm saying?" But I am very coachable. I said, "Okay. He told me to record myself, so I'm going to start doing it." I started recording all the things I do. I'd have conversations with cool people, and I would record them. In fact, back in the day, it was hard. I remember going to RadioShack and I bought this old cassette player. Then, in the cassette player, you had to hook it to your phone. It was hardwired into the thing and all these kind of things. Then, you could call someone. You'd click "record" on the thing and it would record the actual phone call. In fact, I wonder if I could find it. Mark Joyner, who was my very first mentor ever, I had a call with him and I remember recording it. He said something about, "That's a $10 million a year idea." I was like, "What?" I remember on the tape, I wrote "$10 million idea" on the front of this cassette tape. It was this call I had with Mark, way back in the day. Now, I'm wondering where in the world that could be. I want to find that. Anyway, I digress. I started recording everything. I had this thing hooked to my tape player and I'd click "record" every time I would call somebody, every time I'd do an interview. Every time I'd do everything, I was recording all these things. I had tons of them. It's interesting. Anyway, I'll come back to that. But then, I started doing my first courses and I recorded those. In fact, my very first course ever was called Public Domain How To, which was when I was first learning about public domain stuff, way back 20 years ago, which is fascinating. Anyway, you guys will see over the next 12, 18 months of my life, how much I'm doing inside the public domain. It's exciting. But I started that journey 20 years ago, when I first learned about it and I was doing all sorts of things. My first course I ever did was teaching people the process of finding public domain works, how to create derivative works, a whole bunch of really cool stuff, back in the day. That course, I recorded on my tape player from RadioShack. Anyway, it was so crazy. Then, I started interviewing people. I interviewed Vince James, who was the guy who made $100 million dollars selling supplements through direct mail. I recorded that on my little RadioShack recorder. Then, later, Teleseminar Alliance came out. I started recording teleseminars. Then, eventually, it was webinars. Then, I'd speak at events. I would just record all these different things. It's interesting, as I've been going down this path with Dan's stuff and with Napoleon Hill, and I'm trying to find these pieces, I started realizing, "I have tons of stuff in my archives that, someday, hopefully, when I die, there's going to be some dude like me, 200 years from now, who's going to be like, 'I want to find all of Russell's stuff, republish it, and sell it.'" I was like, "I'm going to make it easy for that person." I started going through all my old archives and my brother, who's been filming me for probably almost 15 years now, maybe longer, I'm like, "Scott, where's this?" He's finding all these old videos and the very first event I ever did. Then, just different places I spoke at and we're trying to find all the archives of this stuff. Then, we're putting them together. Some stuff's not relevant anymore. Some things are timeless. There's just all these amazing things. What I'm doing now, is I'm creating one-pagers. I don't know if you guys remember OnePager. OnePager is just one of my favorite tools. If you go to onepager.io, it's this tool, you can create one-pagers. Think of a one-pager like a lead magnet, a course, or something. It's all built in the software. It creates it on one page. I'm doing it now. I'm creating a one-pager off of each of these old things I have back in the day. My public domain how-to course, I had these audio files off my RadioShack tape player. We got them digitalized. I also have a workbook that I found in the archives, from that course. I'm making a one-pager. It's the public domain how-to and it's a one-pager with my four or five audio tracks, my PDF. It's all there. Now, it's the one-pager that I have. I'm doing that with my Affiliate Bootcamp. I'm doing it with my Underachiever Secrets. I'm doing it with Micro Continuity. I'm doing it with everything I've ever created in the past, forever. I'm trying to put it into these little one-pagers and I'm deleting the stuff that's not relevant, things that were very focused on the search engine algorithms at the time or whatever, but I'm trying to find all the times I talked, taught, or whatever, and I'm putting it into these one-pagers. You may be thinking, "Russell, why would you do that? That's a whole ton of stuff. Are you going to sell that?" The answer is, probably not, but I can use these things for bonuses. I can use them for affiliate contests. I can use them for bribes. I can use them for lead magnets. I can use them for all sorts of stuff. How many of you guys right now, after we do my first public domain launch, I'll be doing later this year, around a whole bunch of cool Napoleon Hill stuff I found. I launched that and you can see the process. I think, pretty conservatively, it will make at least $1 million dollars on the initial roll-out to our list. After I do that, if I came back and said, "Do you guys know that 20 years ago is the first time I learned about public domain? Now, 20 years later, I did a launch with some old stuff I found on eBay. We made $1 million dollars in a day, a week, or whatever it ends up being. How many of you guys would like to hear the original time I taught this, 20 years ago? I was awkward. I was shy. I have the actual audio files from my tape player that I got from RadioShack. I have the original PDF. There's a couple parts that are outdated, but who here would want that initial course? It's amazing. Okay. I'll give you that course if you register for my webinar, where I'm going to teach you guys about public domain. Or if you sign up for the Napoleon Hill thing, as a bonus, I'm going to give you this course that's going to show you how I found these public domain things and how I turn them into derivative works." But now, it's a bonus I can use. Now, I think we created 25 or 30 one-pagers of things in the past that I have. Literally, now that I have these things, I can republish them. I can give them this bonus. I can do anything I want. Let's say Dean and Tony wanted me to come up with something. I can look at my one-pagers, be like, "Here's three cool one-pagers from old events I did, that no one's seen in 20 years, that is amazing. I can bundle this together. I can add this together." Next time I'm creating an offer for one of my books, I can be like, "Here's my new book coming out. Here's three one-pagers I created from an event 10 years ago, that would actually be really cool as bonuses." All of a sudden, I can start stacking and creating things very quickly, very rapidly. Anyway, I wanted to share it with you guys, because there's times, even now... For example, last summer, my kids were at Scout camp, my twins. The church asked me if I'd go up, if I'd speak to the kids about goal-setting. I went up there and I spent 90 minutes talking to these kids about goal-setting. I don't want to pat myself on the back, but I'm really proud of it. It was a fire presentation. It was good. The kids were motivated. They were going crazy. I was in my element, because I'm trying to show off to my kids and all these kind of things. When it was done, I was like, "I wish I would've recorded that." How cool of a bonus would that have been, when I launch my new personal development book that's coming out someday, if I have a chance to write it, when that book comes out and I'm like, "Hey, here's the book, plus one time I did a summer camp for my kids and this was my one shot to sit in front of my kids, teach them how to have goals, how to have success, and all kind of stuff. The presentation was amazing and blah, blah, blah. I recorded it. Who wants the audio recording of that session? It is my kids and their friends at Scout camp." That would be an amazing bonus I could have included. There's so many other times, meeting with my team or other things, I was like, "I wish I would have recorded more things like this." I'm sharing this with you guys, because I want you to get in the mindset of, you need to be recording everything you're doing. Every phone call, every consult, every time you're talking to somebody, every time somebody comes in, every time you're in a unique situation where we're at an event, we're in a hotel room talking about this thing, and I pull my phone out and record it, because it's amazing. Now, it's become this underground bonus, that nobody else can get anywhere in the world. Anyway, it's just powerful. This is re-reminding me to be more intelligent about capturing myself and capturing my conversations. As you guys know, I record most of my stuff here on my iPhone and I just talk. People always ask me, "What mic do you use?" I literally just talk into my phone. There's no mic, but if you do want, there's a little iPhone lav mic on Amazon for $20 or something. It plugs into your phone. Then, it has a little thing. You can clip on the thing, and it makes the audio even better. But you could do that. Have a little thing, keep it in your pocket. In fact, I have one in my backpack. Keep it in your pocket, your backpack, or whatever. Then, when you're at a dinner and you're having a cool conversation about whatever your topic is, be like, "Hey, real quick, let's record this." Plug it in. "Okay. Now, say that again." Then, you'll capture this whole thing. All of sudden, now you have this secret unedited audio file from the dinner where your friend explained to you that blah, blah, blah. The thing that changed everything for you or whatever it is. In fact, one of my friends, Matt Bacak, I remember back in the day, he had this free plus shipping CD and it was called Pillow Talk. It was him and his wife sitting in bed, talking about their business. He just recorded it. And it's like, "Oh." It was this amazing thing, where it was just him and his wife talking about business. It became a free plus shipping offer that crushed it. How many different things like that? You could be in an airplane, reading or listening to podcasts, have an idea. Then, you sneak into the bathroom, then plug in your phone, be like, "Hey, I'm on the airplane bathroom right now. I just learned this cool thing. I'm so excited. I had to hide here to explain it to you, because I wanted to make sure I had it top-of-mind before I forgot it." It's the lost airplane bathroom interview, lost bathroom secrets, something, 30,000 feet in the air. The biggest thing, that was so powerful. I recorded this for my kids. I didn't want to lose it. It's just easy to make these hooks. Anyway, think about that, because as you're recording yourself, even if you're not going to use it right now, you can start using these things for so many different ways. People always tell me, "I created my product, Russell. What should I include as the bonus?" Then, they're trying to go create a bonus and trying to figure out things. It's like, "Man, if you would've been documenting these things while you were doing it, there's a million bonuses." I think we have 25 or 30 one-pagers that we've been building over the last week-and-a-half, two weeks, of just old stuff that I have. There's way more. I have way more things that we're going to be putting together and pulling more things together. But now, I have all these things in a spot where I can create an offer in a heartbeat. It takes me five seconds. I open a one-pager, look at my list of, "Here's all of Russell's one-pager's." Like, "Cool. I'm going to do a bonus. I'm going to give you this, this, this and this, if you come to my live event. I'm going to do this, this, this, if you buy my course." You see how fast I can do that now? Because I have the recordings of these amazing things. Then, the story behind the recording, of why it's so awesome. I wish Napoleon Hill would've done more of that. I wish Dan Kennedy would've done more of that. I wouldn't have to go and search these things, but for you and for me, we can do that today, right now. There you go. There's the feedback. Start recording everything you do. It can be audio. It could be video. It could be written. It could be text. I don't care. Do those things. Even right now, think about stuff you've already published. We went and found Dan Kennedy. He published a blog post for years. Then, their site went down and it was no longer available. We, literally, went back to the Wayback Machine, which shows snapshots of the old website. We had someone go through all of Dan Kennedy's old blog posts that he literally wrote himself. We copied and pasted them all. Now, if you go to magneticmarketing.com and click on "blog," those are literally blog posts from Dan, back in the day, that we found in the archives and posted there for you guys, because it's like, "Here's a gift." There's just so much cool stuff you can do from all the things you're creating. Just remember that as you're talking, you are creating. You can not record it and it's gone forever. Or you can record it, it can live on, and be used to benefit you over and over again. There you go. Record everything. Get a mic, just use your phone, or whatever. But just start capturing stuff. You never know how or when you're going to use it, but maybe you could use it. I would've never known 20 years ago, when I recorded my public domain course, that it's now going to be the sexiest thing. I guarantee all you guys want to buy that from me right now, don't you? Admit it. You want to buy it. You want a free copy. You'll register for webinar. You'll buy a product if I give that to you, won't you? Admit it. You all let me know. That way, I can put it together. Make some offer. Anyway, that's all I got. I'm going to bounce. I am so tired. I only slept 30 minutes last night. If I sound tired, maybe I'm talking too fast, or if I'm confusing at all, that's probably why. But the day's over. I'm going to go home and get some rest. I appreciate you guys. Thanks for listening. We will talk to you soon. P.S., before you hang up, did you guys know that Funnel Hacking Live is six months away? I've been calling speakers today all day and it's getting exciting. Depending on when you're listening to this, if you go to funnelhackinglive.com, you can get tickets there. Depending on when you listen, the sales page might be up with all the speakers, but this year's event is going to be insane. It's going to be different than any other event in the past, in a really cool way. I think you guys are going to love it. That's all I got. I appreciate you all. We'll talk to you soon. Bye, everybody.

If you're struggling to find time amongst all the things to get your business out there, this little hack/shortcut should help get you to the finish line fast. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up everybody? Good morning. Welcome back to the Marketing Secrets podcast. I'm heading down to day number two of the writing retreat and I wanted to talk to you guys today about a question that one of my friends sent me, which I think, obviously if one person asked me there's probably a hundred or a thousand of the same question. And the question was all around how in the world do I find enough time to do my day job, plus my hobbies, plus my family, plus my passion, and also start building this business at the same time? So I want to address that, give you some thoughts, some ideas, so we will dive right in after we come back from the theme song. Alright everybody, I hope you guys are awesome. First off, we had such a good day yesterday at the writing retreat and like I said, we're writing all of the copy for ClickFunnels 2.0, the launch, the offer and it was just so much fun to get a whole bunch of creatives and smart people in a room and then for me to have a chance to share the vision, like here's what's happening with ClickFunnels 2.0 and here's how the market is shifting, here's what we're going, just giving them the brain dump. We literally had everybody, all the writers and there's like five or six of us. Everyone went to a different room in the penthouse and closed the door and we had four hours, like, all right, write your sales letter, write your VSL, write your script, write whatever it was. Right. So everybody went and they wrote their own thing, which was really cool. And then at the end of the day, we came back and had everybody sit up and read it. So they like stand in front of the group and perform it, which was, I think everyone, everyone was really nervous because it was like you're putting this thing out in front of it and you're reading it to everybody. Most of our writers, they write really well, but they've never, they normally like present in front of a group and it was so much fun first off to hear them each present their own scripts. Like it was fascinating and it was fun to see their personality and the different angles and it was cool. Everybody had their own angle on how they presented it and like the hook and the store and all that kind of stuff. It was interesting because everybody's scripts kind of like bumped into each other in the middle. Like we all used very similar analogies. We all used different things that was just really fascinating, like the cross sections of where things lined up. So when it was done it was like, okay, these are all amazing, now what do we do? And then what was cool, is we took one script that I think was my favorite from like the video standpoint. So we took that. I was very proud of my headline. I was the only one that wrote a headline if I'm honest. So we used my headline, that VL script and then I took parts of the way I did the call action, the offer and stuff like that. I put that in there. So I put it on the one huge doc and then I went through and I went through everybody else's scripts and I found the things they had said and talked about or different chunks like, "oh, I loved how so-and-so did this part. I love how so-and-so explained this." And then I went in the Google doc and I highlighted where those parts would fit in. I kind of highlight it and made a comment. I said, "okay, let's see if we can weave this part of the storyline from so-and-so script into it here and then so-and-so's thing into here" and I kind of did that throughout the entire thing. Now we've got one kind of baseline script we're going to be working off of. And so it's a day, the writers are going to go deep on those and try to do another pass and polish it up and clean it up and figure out more ways and get it better and better, which is going to be really cool. Some of the other scripts that we weren't able to use as the core video or VSL, they're still really good. We're going to have some of the writers work on taking those and developing into actual ads and other things that we can use and for ads, email sequences, etc. Anyways, it was a really fun day yesterday. I really enjoyed it and definitely going to have to do it again. So anyways, on the way home as I was driving back, one of my buddies messaged me and he's someone who's awesome. I have so much respect for him. He is an amazing father. He's got his day job, which is consuming. A lot of people, when they in this business, they will ignore their job to try to do their side hustle and this guy's got integrity. He works hard at his job and he's focused there and then he gets done, he also is a wrestling coach. So he's coaching wrestling. And then after that, he is being a husband and a father. At the same time, he's trying to build this thing he's passionate about. He spent the last couple years working on it. He's been through OFA a couple times, he's been to Funnel Hacking Live. So he's in it, right? Just like all of you guys, like he's in it. He sees the dream, sees the vision. He's trying to create something amazing for his family. But at the same time, he hasn't gone live yet and he hasn't launched it. He hasn't sold anything yet. He's just like trying to figure out "how in the world do I find the time between all things I'm doing to be able to dedicate the time." And as you guys know, the first time you jump into this business, it's not just like, it's not like something simple like, "Oh, I'm going to learn how to flip hamburgers and do it. Right?" There's so many things, so many skill sets you have to learn. First off, just the strategy of how this even works, that's number one. Then you got like, now I know strategy. I got to figure out like, how do I create a product? So you have to develop a product, which for a lot of people, that's a whole brand new thing, right? Like how do I write a book or how do I create a video? How do I make a course? And then after you write it, well, how do I edit? How do I make a PDF? How do I make a video? There's all the skill sets involved and just the product creation, there's tons. Then the product's done and it's like, now I got to figure out how to sell it. How do I put it into members area now? Now I have a tangible thing, but now I got to figure out the words, what's the copy? What's the funnel? What's the upsells, the downsells and how do I position? And I need graphic design. The first time you play this game, there's a lot of pieces. And it takes time, it takes energy, it takes money, takes all the different things. And so as I say that, first off for anyone who hasn't had success yet, I'm sure you're thinking like, "whoa, what if it doesn't work? That's a lot of work." It is a lot of work up front, but after you've figured out and after you get it done, then it becomes easier and easier. In fact, it's interesting because a lot of you guys know or have heard me tell my potato gun story a million times. But that wasn't actually the first product I created. I created some other ones first and the other ones took the longest, but I made the least amount of money on them, but it was my first idea. I had to go learn all these things now. And I'm also going to tell you guys, not to be that annoying guy, but like, it was actually harder for me back then, because we didn't have ClickFunnels. I was also trying to figure out how do you buy a domain name? And then how do you hook the domain name to a server? And then how do you even buy a server? And then after you have a server, how do you FTP? And then after you FTP, how do you get it to show up and then I'd figure out how to like how to edit webpage and front page. And then how do you connect it to a shopping cart? And like, it used to be even harder. So I'm just saying that, but I was lucky. I was able to do it in a time when I didn't have all the other responsibilities. I was wrestling and I was married, but we didn't have any kids. I didn't have a job. So I was able to, I had time to be able to figure those things out, but it was a lot harder back then. Nowadays with ClickFunnels, we've taken so much of those annoying things off your plate, so you can move things faster, but you still have to figure out all the rest of the things. Oh, Tesla, if you use auto drive, it's really cool. But if you don't pay attention to it, then it cancels auto drive. So I just got kicked off auto drive. So I have to hold my steering wheel for the rest of the drive to the writing retreat. Anyway, I apologize. This is A.D.D. Russell jumping out for a second. So what I was saying is like the very first product I built was the hardest because I had to learn all those things. Like it took me so long to figure out the stuff and then getting copy written. I remember I hired someone to write copy, because I didn't know how to write copy and I paid him 500 bucks, which was a ton of money for me back then. The copy came back and it sucked. I knew it sucked, but I didn't know how to fix it. It was just thing after thing after thing and then I spent all the time, the energy, the effort, and then I finally launched it and guess what happened? Nothing. Nobody came and saw it. And I was like, oh man, I put in like a year's worth of work and nobody gave me any money. I kept trying and trying, then you got to figure out the next step, which is how do you sell it? How do you drive traffic? How do you get eyeballs? And I spent the next few months trying to figure that out. I made a couple sales and when all of a sudden and done after the first year, year and a half, almost two, actually 18 months for me. After the first 18 months is when I started making sales. It wasn't good money. It was like, oh, I made the product. I was, I was, I created, I selling for $67 and I made a sale and I was like, I made 67 bucks. I'm like 18 months in $67. Like if you do the math on that, it was like a penny an hour or less. Right. And I'm like, this is horrible. But what I didn't realize at the time looking back now is that when after I'd done it all and I launched that and it wasn't making that much money and it wasn't the best market, but I had learned all the skill sets I needed to do. And so after I knew it, then I was like, oh, well, I'm going to do this potato gun thing. And like that went fast because I knew, all right, I just need a product. I need a videotape. I got to edit it. I got to put up a sales page. I knew the things. And so that one, instead of taking me 18 months to do, I did that next one in the month. And the cool thing is I had met people along the way. Like I met someone who did graphic design. I met someone who could write copy. I met all these different people. And so the second time I have to go find all these people again, I was able to go faster. Launched potato gun, made a little bit of money, but not a ton. And that I was like, okay, what else can I do? And I had another idea for a thing called article spider. So I created that. And that one went from 30 days I got that done in like, I know 21 days. Three weeks I got it done. And then that one did a little bit better. I had an idea for the thing called forum fortunes. These are all the products in the cemetery of Russell ideas. That one, I found someone to create the product and that product got done in like five or six days. At that time, I had some momentum happening. I had sold a couple other things. So now I had a list of a couple hundred people. And so I remember I had that product done. I knew the designer. I knew the copywriter and boom, boom, everything got done really, really fast. I sent an email to my little list and remember to this day I had my very first thousand dollars day. And I was like, I had a thousand dollars day. This is insane. And then I was like, wait, now what's the next idea? And I kept developing an idea, after idea, after idea, and we got better and better and faster and faster, and the momentum caused and created more momentum. Because after I got success with the first one, the next one, I had a customer list, the next one got a little easier and it got a little easier and got a little easier. Nowadays, I've got an amazing team of people, so we can pump out things very, very quickly. We got a list. It gets easier and easier along the way. The first one is always the hardest. One of the things I found is that for a lot of people, because the first one's so hard, they're putting the most time and energy, because they're nervous. Like what if it fails? And you get in to this like perfection-ness syndrome because it's like, man, I spent 18 months of my life on this thing, two years of my life on it. If I don't do it right, then I'm going to feel like a failure. Like I've been telling my friends and my family and all these people, this is going to be successful. And if I do it and it launches and it's not successful, oh, like what are they going to say? Right. And then, and that becomes the real fear and then causes perfections. And they start focusing on like tweaking this and tweaking that and tweaking, tweaking, tweaking, tweaking, because you don't want to mess it up because you spent so much time and energy. Because you're thinking, man, if I don't get a big return on this, I only made a penny an hour and I'm going to look like a failure or I'm going to look not successful or it's going to be a status decrease for you. Okay. And so that's totally understandable. Like I understand that. I relate that. Like I remember feeling that. And so what happens is again, we get into this thing where we're, we're trying to make it perfect. And that process of trying to make it perfect, takes away more time. And every waking second, all the energy goes into making it better and better and better, as opposed to getting it out there. And that is the lesson I want to share, is that the way you find the time is not so much, like you need more time. We all have the same amount of time. Right now I'm in the middle of launching four supplement companies, I'm writing a new book, we're launching ClickFunnels 2.0, launching, two and potentially three other brands while writing ClickFunnels Magnetic Marketing AEO and of these things, plus I'm coaching. There's all the things, right? So we all have the same amount of time, so it's not time, it's momentum. And what I mean by that is the first time you do is taking 18 months. Second time takes 30 days. Third time takes 21 days, fourth time takes... And so it's because we get a momentum. The biggest problem is to tell your first one's done. You're not in momentum. You're sitting there in a spot working on getting it perfect. And you're stressing about that. And you're worrying about that. Things like that. And what I would recommend is we have to get a momentum as quick as possible. So what does that mean? Number one, it means we have to get out of the creative zone and into the selling zone as quick as possible before it's even finished. In fact, most people I recommend before you launch a product, we need to start talking about it today. You need to start publishing like instantly, like the second you're like, I'm going to build a product on whatever. It's like, Hey, I need to get a momentum quickly. So the way to do that is you got to start publishing. So it's picking like even you're going to do a podcast or a blog or a Facebook live or just a post on your personal Facebook or something. But something that puts you into momentum, right. Puts you into creation, puts you into like something happening. So it's saying, as of today. And so I'm telling you all, everyone's listening this like this starts today, not tomorrow. So today you got to pick the platform, where are you publishing at? And do the one that's going to be the easiest. Because if it's going to be hard, you're not going to do it. So if it's like the easiest thing, I've got a Facebook profile, therefore I will go there. Easiest thing is I've got Instagram, cool. Like it doesn't matter. I don't care if you have zero followers or whatever, it doesn't matter to this point. It's just starting. So going and doing a Facebook live and saying, Hey, or doing a podcast and be like, "Hey, I'm working on this project. I'm writing a book, I'm creating a course about blah. I'm going to document my journey here." And then just start talking about it and start talking about it. Start talking about it. Because as soon as you start me about it, now you're in momentum. Right? And now you have a chance to put these ideas out there and you thought out there and like it gets you in the creative mode. And it takes away the fear of like, what if I put something out there and it fails because typically most things we put out there initially will fail. Okay. The first time I talked about funnels, it failed. It failed. It failed for years, failed literally for decades before anybody caught on, but it's getting into momentum. Okay. So that's the first thing. Number two is like just starting to sell something, like putting it out there today before it's done. Like not waiting for it to be perfect, but like starting to post something out there. So again, if you just randomly post like, "Hey, I, this new product I'm creating want to buy it?" It's going to be a little hard. But if you start publishing it every day for the next two weeks, you're publishing something like, Hey, I'm working on this thing. And you talk about a technique or a tactic or something you're doing. And then you talk about the next day and the next day. And for two weeks on your personal Facebook profile or your wherever, you have the ability to publish anything. You're talking about this thing now after two weeks, it's easy to come back and say, "Hey, I'm working on this project. If anyone's interested, let me know. In the future, I'm going to be selling this for blah, but I need some case studies and some things. Anyone who wants it for the huge discount, let me know. And you can go through this process with me. I'll give you the course. Plus you can do one on one calls with me and I just want to, I'm going to get some success stories." And boom that gets you into momentum. You can even get away for free at first, "Hey, I'm looking for some beta people. I'm looking for five people who can go through this program, give me feedback, but you have to actually implement it if you want. If you want me to give it to you." And now you're in momentum. Now someone's going through the course. Now they're looking at it. Now they're giving you feedback. Now you can make tweaks and changes. But now you're not sitting back in the creative mode, waiting and perfecting and worrying about that. You're putting it out there and you're moving forward imperfectly. So I don't think for most of us that the real problem is not enough time. Like we have enough time. It says we're spending the time on trying to make the project perfect as opposed to imperfectly, throwing it out there and trying to get it working like testing on people, trying it, selling it, getting feedback, getting ideas, getting, like making it public. So many of us who are creators, we create in private and then whatever we're, we're selling. We, we post it publicly. Right? Ryan Hall talked about it in his book, perennial seller. He talked about this, the problem with, or not the problem, but the conundrum with, with all authors, right? Like you spend a year of your life writing this book in private. And then the fears, like what if I put it public and they reject it. And so the default, what you want to do is you want to keep editing, keep correcting, keep, you know, making because it's like, it's less painful than putting it out there. Right? But putting it out there is how now you get the feedback. You find out what works, what doesn't work, the changes you get the tweaks. And like that's now that's when the business actually begins. Now you're in momentum. And now the next variation, the next version goes from 18 months to 30 days to 40 days. And I would even assume like the first product I'm putting out is going to fail. Therefore I need to put out quickly. So I know what the audience wants. So I can make version number two and version number three, because now that you know how to do it, you can start doing them faster and faster and faster. Right. It's speeding up the process. But you don't know that until you put it out there. Okay. How many you guys remember zip brander? No one does. It was my first product. I sold a dozen of them. And then that was it. How many you guys remember article spider? No one. How many? You guys remember four fortunes? No one. Right? This is the graveyard of offers I had to do out there. But if I would've banked everything like, you know, four fortunes has to be the thing that works. I would still be, I would still be working on it right now. Right. I couldn't get to ClickFunnels or.com seeker searcher or any of my projects if I didn't put these other ones out there quickly. And so that's the biggest thing. Some of you guys have heard me talk about one of my favorite videos on all of YouTube. It's by Jack Dorsey, the guy who started Patreon, it's called Work To Publish, go to YouTube and Google, go to YouTube and type in the word, Work To Publish. You'll see the video. And it's all about this. We can't pick what we're famous for. We only get to pick, like we only we're famous for what the market decides it wants from us. And so our job is to go out there and to publish as much as we can, putting as many things out there in the top of the funnel as possible. But if we spend 18 months, two years, three years trying to publish one thing, it's like spending the entire game, trying to make one perfect shot in basketball. Like it's not going to work. Like you got to take a bunch of shots. Same thing in wrestling. Like if I just try, I'm just going to get one shot. I'm going to wait until it's perfect and shoot it. You're not going to win the match. Like you got to be out there doing it, doing it, doing it. Like you're putting it in shot. After shot, after shot, opening up like making situations, getting things out there to be able to create opportunities for yourself. It's the same thing in sports, same thing in business, same thing in publishing. And so anyway, that's some of my feedback. I hope that's helpful for everybody. Who's listening. Especially my friend who I think is amazing and is doing a great job. It's just, we need to get him. And all of you guys out there starting the process, start publishing, start talking about the thing, making it public as scary as it is. And right now it's just putting it out there, talking about it and people are going to tease you. People teases me when I'm like, "I'm going to write a book." They're like, "Okay, you're going to write a book. Like you barely graduated high school." I'm like, "I know I'm going to write a book. "On what?" I'm like, "Marketing." And that was way before I ever wrote a book. And now, hey 15 years later, people reading my book, but it's because I put it out there. I started talking about it and started moving and getting myself in momentum. So there you go. I hope this helps. I appreciate you all for listening. And if you enjoy this or got anything front, please share it with somebody else. If your spouse is the one who's struggling, make them listen to this 100 times, then go to YouTube type in Work to Publish, watch that video and then start publishing. Let's go. Thanks everybody. And we'll talk to you soon.

As I'm preparing for our writers retreat, I want to explain the value, the purpose, and why you should be doing these in your business as well. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What is going on, everybody? This is Russell Brunson. Welcome back to the Marketing Seekers podcast. Today, I want to talk to you guys about something I'm really excited for. I'm driving downtown to downtown Boise. We're going to Bruce Wayne's penthouse and we are going to be doing a writing here for the next today. So we'll talk about what that is, why we're doing it and how you can model this for your business as well. All right. So I'm pumped for today. It's something we've been talking about internally for almost a year now, doing a writing retreat. And I'm going to tell you kind of the backstory behind it, because the concept and the principle is just really, really cool. And I'm going to start trying to do this more often in our business. And we've done versions of it. If you look at when we first launched ClickFunnels, me and Todd and Dylan used to do we used to call these hackathons where they'd fly to Boise and we'd spend a week where we literally wouldn't sleep or do anything other than just work hard for a week and get stuff done. And it was a lot. But that's how ClickFunnels was born, in these times of concentrated insane amounts of effort and work and collaboration in a small group. And I actually miss those. I haven't been to those a long time. But we used to do them probably once a quarter. So Todd and Dylan would fly out here and we'd lock ourselves in a room and tell our wives that we weren't going to be able to hang out for a little bit and our kids and tell we love them and then we'd go and just work for a week straight. And it was awesome. But we haven't done those for a long time, which is cool. I get it. Life's changed. Things are different. But as we've been preparing for ClickFunnels 2.0, I know there's a lot of stuff to get done. And I'm sure you guys are the same way. You have a big project coming up, there's a million different tasks and things like that. And if you are like me or like most small entrepreneurs, especially if you're a solo entrepreneur, you are the copywriter, you're the designer, you're the funnel builder, you're the product creator. You're doing all the things, right? Because a lot of times we're shifting our focus and tasks back and forth and back and forth and back and forth, which is fine and understandable and necessary. But as you know, great things happen in times of radical imbalance, right? It's when you're focusing on one thing for a long time where connections start being made and ideas come out and things like that. And so for us, that's been always kind of a hard thing. Now that we've got a team of 400 plus people and it's a big operation, just to get everyone coordinated and to focus on a thing in there, everyone's kind of in their lanes doing their things. It's been really, really good. But as you know, good is the enemy to great. And we're creating something great. ClickFunnels 2.0 is the future. I mean, I don't want to be arrogant, but I think it's the future of the internet. At least the important part of the internet, which is entrepreneurs serving their people. Which all the other websites are pretty much pointless. The only ones that actually matter are the funnels, come on now. Anyway. Sorry, let me step back. So I want to talk about is just this concept of the writing retreat and where I learned it from. It was the very first time we actually hired the Harmon Brothers. And Harmon Brothers I think have done four videos for us now. And their process is really unique and cool. And so we're kind of modeling it for the next two days here. And I've heard about it before we ever had a chance to work with them. I heard rumors of, can y'all do the Squatty Potty one? And stuff like that. And so when we finally got a hold of them, we got to know them, we got to do a project with them, I was so just insanely excited to see the process. And so what they do is they book a two day writing retreat for every viral video thing that they're going to make. And they book them all up in Sundance, Utah. They're all out of the Provo-Orem area for those who know where that's at. So they go up the canyon and there's this really cool place, Sundance. You've heard Sundance. Sundance Film Festival's there. Robert Redford. Anyway. So up there in Sundance, it's a ski hill with tons of cabins and stuff like that. So every single time, they rent a cabin for two days. And then they get the people who own the product to come up there and they actually live in the cabin. So we'd go up there and we'd sleep in the cabin for two days or whatever. And then prior to us showing up, we'd do a big brain dump where we talk about the business and the product and all the things. And we kind of just brain dump everything about the project to them. And then they would go and they actually hire three different writers to write three different scripts, which is kind of cool. So I remember when we did the very first video with them, the script we ended up using was this one of the gold prospectors. Some of you guys have probably seen that video. But they had three different pitches. One writer wrote a whole one based on this magician. And it was the magician trying to explain funnels. And it was really cool. The second one wrote one basically kind of like if you ever seen the video Kid President, it was kind of like that. Like two kids. And it was these kids explaining the whole concept of funnel. And then the third one was the gold prospector. And so these writers, before they show up to write, all three of them have a chance to write their version of the sales video they think is going to be best. Then they come back. And at the writing retreat, we sit down with them and talk. And then we have a chance right at the gate to hear each of the three writers read their script. So writer number one explains, this is my motivation, my creation. This is what I created and why. And then they read their thing and we laugh. And yeah, it's really funny. Then writer two tells his inspiration and then reads it. And then writer three, same thing. So three different versions of the script. And all three of them, at least for us, were amazing. They're all like, these are so good. It was crazy. And so we read it, we got excited. And then basically it's like, hey, you have to pick which direction you want the most. And I remember for me at first I felt so guilty. I'm like, "All the writers are so cool. All the stories are so cool." I felt guilty. I don't want to just pick one. I didn't want to say no to the other two, but that was kind of the process they wanted. So eventually picked, okay, we're going to use this one. And we decided to go with the gold prospector. So they came back and then they read the gold prospector again. So we all get to hear it again. Said, "Okay, this is what I'm doubling down on." I say, "Yes." Said, "Okay, cool." And then the writers, they literally leave the room and then they go into a back bedroom or back area of the cabin. And they spend two hours taking that script and then rewriting it. So they'll take the core script. But then every script had funny jokes and funny things and funny angles and cool hooks. And so then all three writers, all folks on this one script and they start weaving things in and adding things in and it gets it tighter and tighter and tighter. So that's about two hours. Us and the product owners hanging out, eating food, just waiting. And then they come back out, "Okay, here's new version of the script." And they read the new one. And it is 10 times funnier now. We read it and we start laughing and they're like, "Okay, cool. What'd you like? What'd you didn't like?" And then other feedback, other ideas. And so we brain dump on them for an hour or so. And then they go, "Okay, cool." And they break off and they go back in the room and they start writing again. And they come back and then they present it again and they do this back and forth and back and forth for two full days. And then when it's done, we have this final script that we're just like, this is the greatest thing ever. There's no way this could be better, right? And then they take that and they go and produce it. And so that's the way the writing retreats worked. And then they did it the first time, they did it another time. And they kept doing this every time we've done a video with them. And every video they've done, that's the process they go through which is why they're scripting is so solid. I've worked with other production companies and things who focus a lot on the production or on the videos or on all these things. But I've never seen somebody focus as much on the scripting which is, as you know and I know, that's the most important part. The script, the copy, whatever you want to call it is more important than the product, it's more important than the offer, it's more important than the funnel. It's the most important part. Or maybe not more important than the offer. Ah, the offer and the copy, they're hand-in-hand. They work together. Sorry. Sorry, offer, I didn't want to offend you there. But a really good area is the offer and copy that sells the offer's the most important part. You can plug that in any funnel, it going to work. But that's the most important part. They spent so much time on it. I think for most of us, and it depends, everyone's business is different levels, sometimes we'd hire a copywriter and they'd go write it. Or I'd write a copy, or we'd try to do something where it's like, oh crap. The launch is happening in two days now. Quick. Go on on a camera and Russell, record a sales video. And luckily for me, I've been doing this now for over 20 years. So I've written enough copy, I know enough copy. I can click go on a camera and I can from the top of my head speak pretty good copy. Not as good as if I was to script it out and make it perfect, but I can get pretty close at least to my warm audience where I can get most of my warm audience to buy. But as you start going further out, trying to get colder and colder audiences, you're scripting is the key and having it really, really good. And so the reason why I'm telling you this and why I'm so excited to drive down there is that with ClickFunnels 2.0 launch coming up, our default would be spending all this time and energy building the software, getting it perfect, all that kind of stuff. And then lunch launch day comes, we're like, oh, we need to build a funnel for it. And then we start thinking about those things later. And then, what's the email sequence? What are they going to get? How's it going to work? And all the rest of that stuff we think about secondarily. Sorry, my Tesla's yelling at me. We think about it secondarily. And then we put it out there. And we do it good enough where our warm audience will buy. And then we try to move to cold audiences and beyond and it's not right. It's not correct. It doesn't get people to buy and stuff like that. And so then we're tweaking it and changing it and all these kind of things. And so what I wanted to do was step back and say, okay, let's plan this today. What's the hook? What's the offer? Where are we going with 2.0? What's the right messaging? What problems do we actually solve? What are the different things? How are we trying to speak to this audience? What's the copy? And what's the video going to be? What's the long form sales? What are the email sequences? What are the copy? What are the affiliate copy? What's our copy? Were you in challenge before? All the things want to map out with the writers so we know exactly what it is. And then we're going to start actually writing and getting things back, and getting feedback, and going back and forth and back and forth and kicking this process off. And now, then I can for two days coming here focus my brain and energy on trying to do what I can to help everybody here. But I can step back and then the writers can spend the next obviously two days concentrate time. But then the next two or three months working on these things and perfecting so that when we're done, we have all the assets, all the things, and we have something we can use to really rock and roll. And so that's the point of the writing retreat. Now what's fun about it is as we planned this and got through it, everyone else in the company is like, "Well, I want to do a retreat." And Todd's done, I mean, with the development team is building ClickFunnels 2.0, he's done hackathons with these guys all the time. They're different departments. People working on the e-commerce features fly out and they spend a week in Atlanta with Todd. And people working on the funnel builder or the editor. They've been doing these meetups. But on the marketing side, this has been the first time. So this is the first writing retreat and we're excited. And then all the funnel builders and design were like, "We need a funnel design retreat." And so I think the next we're going to do is that, where we come in and focus on the structure and the design and the elements of the funnel to make sure that's flawless and perfect. And then potentially ads team would come out and do the same thing with the ads team and creating the ads and the creative and those kind of things. But doing these things where at least on my side, I can spend two days focused and giving everybody the right direction as opposed to, again, typically in our business, I'm sure that you're like me, we're juggling two bajillion things and trying to do them all. And it's really hard to get all of the brain dump and the time and the hints you need to really make something great. And so I want to encourage you guys. They say that good is the enemy to great. And I think most of you guys, if you're having success, you're doing things really good, obviously. But if you want to get to the next level, if you want to go from a million to 10, 10 to a hundred, a hundred to a billion, which is the path that I'm sprinting on right now, you have to become better, right? You have to have more focus, more quality, more things on the places that matter the most. And so that's what I recommend for you guys is to think about it like, okay, how can you do a version of this for your company? Can you do a writing retreat? Can you do a funnel building retreat? Can you do an ad retreat? Can you do a development retreat? Can you do whatever it is with your people? And I'm not bringing the entire team together. That would be 400 people. It'd be a little mini funnel making live. But all the people who are going to be writing are here. That way they can hear it straight from my mouth, the vision, the direction, all those kind of things. As opposed to having to hear it watered down through five or six levels. You know what I mean? So anyway, there you go. Call them hackathons, call them writing retreats, call them whatever you want, but find some time to take what you're doing and take it from good to great. Like I said, I had a chance firsthand now, four times with the Harmon Brothers and it is amazing. It's funny. Whenever we read the first version of the script I'm like, "That's perfect. Let's just go produce it. There's no way it can get better than that. It's flawless." And then by lunch I'm like, "Oh my gosh, how'd you make it better? This is flawless. Let's go produce it." And they're like, "No, we're not done." And then at dinner time, they're like, "Here's the next one." I'm like, "Oh, there's no way it can get better. Let's produce this." They're like, "We're only halfway through." It keeps going, and going, and going. And it's like, man, things can really go from good to great if you put in the focus, time and energy and effort. So this is the process we're testing out. I know Agora's got a version that they do. It's a little different. But Agora, multi-billion dollar company. This is the same process they do with their writers. In fact, they've got a really good book. If you want a book to kind of see how they structure it, it's called Copy Logic! It's how the writers write together and how they brainstorm and feedback and give ideas without talking negative or talking down. But they create an environment where writers all be creative together, as opposed to them fighting against each other. And so that book, Copy Logic! I don't think it's sold more than a dozen copies and probably most of them were to me. Of course, they're not good at selling their books on how they do their copy and stuff. They write them and they're amazing, but they don't really have a channel to sell those things through. So Copy Logic! is a really good one about how they structure their writing things. But it would work for anything, from an ad retreat, it would work from a funnel building retreat. Just the way they structure the creativity and things like that. Another great book that Agora put out, it's called Great Leads, which is the lead of a video or sales letter. Things like initial, the first 20%. That lead, that's the key. How do you create that lead that really grabs somebody? So, all right. That's what I got. Hope you guys are awesome. Oh, can I add one more thing? Ah, sorry. I've been focusing getting all the research prior to this, right? So a couple things I've been doing to prepare for this. I kind of felt I should've done more prep work with my team about this, but the first hour or so of this morning's going to be focused on this. But for us, a couple things. Number one is if you read the book Play Bigger, which is all about being a category king, this is what we've done. We're trying to double down on reestablish. How do you become the category king? But I have a mastermind group called category kings. But for our category kings mastermind, we had one of the authors come and speak to us. And the biggest thing he said is he's like, "If you can define the problem you solve, that's how you how you develop your categories." He's like, "What's the problem you solve?" And I think that's a really simple thing. Oh, it's just we help people build funnels. He's like, "Is that the problem?" We're like, "Well, no. That's not the actual problem. That's the solution." And he spent an entire day with us and the all the category kings trying to figure out what our problem was, which I thought was going to be super easy. It was not. It took us, I mean, the entire day. And I didn't know what it was. And then we went back and brainstormed and talked about it. And then we did a meeting with Todd and Dave and Brett and John and Dan, our core team. And we spent three or four hours again on just trying to solve, what is our problem? And we finally got down to what I think is our problem, which I'm going to present today to everybody on the writer retreat. Because I need our writers to understand the problem that we actually solve is this, right? Because if you understand that, then that defines your category. Then you can do everything. If you don't have that defined or figured out, then it's just like, oh, I'm selling to everybody and you're not a category king. So that's number one. Number two, if you've heard of Chet Holmes, Chet is one of my early mentors here wrote a book called The Ultimate Sales Machine. I just blanked out for a second. The Ultimate Sales Machine. And Chet passed away a couple years ago. But his daughter, Amanda Holmes took over the company. And one of the principles that Chet talks about in his book is called a core story. And so they have a side part of the company where they actually build a core story for you. And so I messaged Amanda who she's literally the coolest person ever. And I was like, "I want you guys to do a core story for me." And it was funny because she was like, "Okay, if we can jump on a 15, 20 minute call. I got some slides to go over with you." I was like, "I know you trying to sell me. I just want to wire you the money. I'm in. I don't need to be sold." She's like, "No, but we can jump on." I'm like, "I just want to send you money so you can do this for me." She just kind of laughed. She's like, "Okay. Here's the wire info." I'm like, "How much is it?" Actually, I have no idea. I think it was 25 or 30 grand or something like that. But what they do with the core stories, they try to figure out your state. You pick your course. They're like, "What is your thing?" And so they don't do it from a standpoint. Most of us who are copywriters and marketers, we're telling our own stories. We're trying to how we found the thing and epiphany bridge stories and all that stuff I always talk about. But what a core story is, it's fascinating, it's not driven on your story, your experiences, your case studies, testimonials. It's written based on market data. When you look at the actual data, what's happening in the world, it's all about that. So you pay them. They could do a bajillion interviews with you, which are not my favorite part. But they go through all. And then from there, they figure out all these hypotheses of where they think there's going to be data that's going to support our arguments and find things. And so it's crazy. And then from that, they go and they find all the data, they bring it all back and they give you just a billion pages of all the stats, the things to prove your case which is really cool. And then secondarily, they actually write the core story for you, which is this thing you can use as your elevator pitch, your stating pitch. And unfortunately, the core story wasn't done before this. I was hoping it would be so we could have it for the writing retreat. But what we did have back is all of the market research and the data. So we're able to bring that to this meeting as well. I'm like, "Hey, here's the stats, here's the numbers, here's all the stuff." So we can incorporate not just our own gut feelings, not just our own stories, not just our own success stories, but also the market data, the market research and weaving those things into as well. So that way we have not just the emotional arguments, but the logical arguments as well that we can weave into the copy and the videos and the sales page and all the things we're doing. So, anyway. I don't know about you, but I'm pumped about it. It's exciting. There's so fun stuff happening. And that's what's going on for the next two days. So I'm almost downtown and that's what I'll be doing with our team. So there you go, you guys. There's some ideas, some thoughts. Hopefully, amongst all these ideas that two or three things you can pull away. I think you should do writing retreat with your team. You should do a funnel retreat. You should do an ad retreat where you can focus on something and make it go from good to great. I think you should try to figure out the problem that you actually solve as a business. I think that you should figure out your core story. If you don't want to pay Amanda a ton of money, then go read The Ultimate Sales Machine, read the section on core story and figure out your own core story. Or if you're like me and you just want to just buy your way to the end, go throw some money at Amanda and she'll do all the work for you. She's amazing. So, anyway. Woo, there you go. That's almost a 20 minute podcast you guys. That's what you get when I got a long drive downtown. I've got a long drive home tonight and one downtown tomorrow again, so maybe we'll get a couple more of these longer ones for you. I hope that you're all doing amazing. I hope your businesses are thriving, that you're able to get ahold of the people that you've been called to serve so you can change their lives. And hope that the marketing secrets and ideas and things I try to share with you here are helping to expand your mind and expand your reach and get you to find those people who are looking for you. So I appreciate you guys for being entrepreneurs who serve your audiences at the top of your abilities. I respect you guys. I admire you guys. You're the reason why I do this at this point in my career and my life, and I'm grateful for you. So with that said, thanks so much and I will talk to you guys all soon. Bye, everybody.

How To Use Personality Profiles To Hire Rockstars And Build Teams Inside Of Your Company! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Coming Soon...

A cool little nugget I learned from Dan Kennedy that I think you're going to love! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Hey, what's up, everybody. This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I'm back in the Napoleon Hill room. Today I want to talk about one of the keys to successfully selling your own information products. All right. I've been hardcore binge-listening on Dan Kennedy because, you know what? Every month, I get a two-hour call with him to ask him any questions I want. Then from those calls, we turn it into the Magnetic Marketing Newsletter, which hopefully you guys are all subscribed. If not, you are crazy and you must hate money, or you just didn't know about it. If you didn't know about it, this is your chance. Go to nobsletter.com and go get subscribed. Anyway, I interview him for two hours and then I take that and I literally, myself, turn these things into an entire newsletter. Each newsletter takes me more than a day, which is eight hours times my daily rate, which is like $80,000. Eight hours times ... yeah. I mean, $80,000, $90,000 worth of my time goes into each issue, and there's two months. If you look at the value of those newsletters, they're insane. First off, make sure you stop everything and go and get those. That way you're getting two days of Russell's time each month to serve you, because I'm literally putting the best things we have in there. Each month there's something super powerful you can take, you can implement, and it should help you a lot. Anyway, there's the pitch, but the reason why I bring that up is because tomorrow is my call. I've got two hours with Dan. One of my hours, I'm talking specifically a lot about entrepreneurs and becoming a prime mover, and the mindset and the shifts and things you have to make to be successful as an entrepreneur, which is exciting. Then number two, I'm talking more about the information marketing business, which is something I kind of knew before I got into Dan Kennedy's world. I was selling information on how to sell potato guns, or how to make potato guns and things like that. When I got into his world, that was a big topic, because most people who ... you guys know the lineage of where this whole game started. Back in the day, it was Dan Kennedy and people. He was one of the first to really ... not the first to do information marketing, selling information products. Obviously, people have been writing books for thousands of years, but the person who first formalized this. What's interesting is, when I got into that world, what I saw was not so much just telling people how to make a potato gun, but they were people who were taking specifically Dan Kennedy principles into other markets, which is why I think it's called information marketing. How do we teach other people how to market their businesses? What he did strategically over the years which was really cool is that he made a whole bunch of little mini-Dan Kennedys in every market. I don't know if he did this knowingly or not knowingly, but it was really powerful and really strategic. He would have all these people come to his events. For example, Bill Glazer owned a menswear store, and then someone else owned an auto parts dealership. Someone else was a dentist and a chiropractor. The first phase he would do with people is he would help them to get their businesses more effectively and more efficiently. If you look at the different rungs of not the value ladder, but strategically where they were customers through ... and I've seen facts and documentation where Dan actually explains this. This isn't just my imagination. It's actually strategically thought through. The first phase was help existing business owners to market their businesses more effectively. That's phase number one. Then phase number two is then teach those people how to become information marketers, teaching these processes to the other ones, right? A good example is Bill Glazer. Bill Glazer owned a men's ... I don't know what it was called. Like Men's Warehouse that I think of, but it wasn't Men's Warehouse. It was that kind of a store, right? Men's clothes and stuff like that. He went through the Dan Kennedy stuff. He then modeled it, built up his own marketing, and blew it up and made a ton of money with it. Then Bill's next step was becoming an information marketer to menswear companies. He created information products and courses and seminars, teaching other people with Men's Warehouse-style businesses how to market their business. That's how Bill made all his money or a lot of his money, and then from there he ended up buying Dan's company and blah, blah, blah. Then that was the pattern. I saw it in the dental niche. Some people that came to the dentist came to Dan's world, became really good dentists, and then they would go in and he'd sell them the next thing, which was how to make info products. Then they were all going to sell info products to that market. It was really, anyway, very strategic, very cool, very exciting. Anyway, I share that because I'm looking at that, and next May or June, or maybe June's issue is going to be very specifically about that, but how do you take these skills that you're learning and how do you turn those into a business, right? How do you start your own information businesses? I was looking through just all the people inside the ClickFunnels community, and we've got thousands of examples. One of them, there's a guy who's an inner circle. He started a hotdog cart, and he made a bunch of money with the hotdog cart, and then he started creating information products teaching people how to do their own hotdog cart, and he killed it as well. It's just really interesting. For those guys who have a traditional business, it's interesting because I always ... I don't say it mean, but I always tease people who have more traditional businesses, like, "Oh, that's so hard," because your traditional business is hard because you can't sell to the masses and the world. You sell to people in your local area. The reality is you can sell your people in your local area, and then you make an information business teaching these principles, these concepts, and you can sell that to all the people in your industry around the world. Chad Woolner, another one of my good friends who's a chiropractor, he did the same thing. He came into my world and we taught him how to grow his ... and not that I taught him, but he looked at the principles, and he figured out ways to use these principles to grow his chiropractic business. Then he built his own frameworks and things like that. He went out there and he went and did it for other businesses. It's really, really cool. Anyway, I digress. The point I was trying to make via this podcast was from something I was listening to inside of one of Dan's courses, which is the fast path to info product creation. One of the principles that was interesting is they said to be successful in your own information marketing business, there's a couple things you have to understand. The number one thing is what is it that you are doing that your competitor is not. If you're a dentist and there's 5,000 other dentists, what are you doing that your competitor is not, okay? It could be like either they cannot or they will not, or it's proprietary to you, so you use your own system, your own framework or whatever. What are you doing that your competitors do not do? Then, your job is to clearly communicate that they can only get that from your business. That's the secret, right? Again, you're the hotdog cart dude, you're the chiropractor, you're the dentist, you're the whatever, and you're having success in your business. For you to be able to turn that into a successful information business, that is the question. It's like, what are you doing that your competitors do not ... and again, cannot, will not, or it's proprietary to you so they're not able to ... and then how do you clearly communicate that? That's the big secret. I had someone in our 2C6. I had a coach call actually last week, and it was fascinating. The call was very similar to that. As I asked him like, "What do you do that's different than everybody else," he struggled. He's like, "Well, I do what everyone else does, I just do it better." I was like, "You've got to figure out something proprietary, that's different, that's unique, that's your own." That's the big secret here, right? That's how you get people to give you money. It's like you're a proprietary thing. Your thing is different, and then being able to clearly communicate that. Right? Like in my world, when everyone first came into the funnel world, we explained our proprietary things. These things are all funnels. People freaked out. It's like, "Oh, but the only way to really do that is by having our ClickFunnel software, then here's the books that teach it." This is our proprietary framework, so that was the big secret. Anyway, super cool, super fascinating. Yeah. Now, I'm throwing this out as a question, because I've been thinking about it this weekend. I'm not sure if I'm going to do it or not, but I would love to hear your guys' feedback if you'd be excited to. I did this because Dan was talking about something he did. He said when he started doing this and training people, he would make co-authored things where someone could take Dan Kennedy's work into the dental space and be co-authored with Dan, and take Dan's principles and be able to share them. Right now, legally, my frameworks and stuff are my frameworks, and people share them. Unfortunately they do, but they're breaking the law, legally. They shouldn't be able just to go and take my doodles, take my things and teach them. A lot of people do, and I don't freak out too much because it's passing on our message and stuff, but would you guys be interested? Just to put this out there, and I'm not committed to doing this yet. This is not like I'm doing this or seeding it. I'm just more curious. If I was to write another book, that specifically would be a book to be able to co-author with you guys. For example, I think the book would be called Marketing Secrets, because that's obviously the brand, the podcast, the name. If I had Marketing Secrets and I wrote 75% of the book, and it was leveraging the core frameworks from all three Dotcom, Expert, Traffic Secrets, the core frameworks inside of those that became Marketing Secrets, and then let you guys co-author with me where you could co-author for your market, your niche or whatever. It could be Marketing Secrets for Dentists, Marketing Secrets for people in Boise, Idaho, Marketing Secrets for the music industry, Marketing Secrets for whatever, right? Would you be interested in that? Because what it would do, it would give you the ability to co-author with me, to leverage off my credibility, number one. Number two, then it would give you the ability to take the frameworks that are inside the books and teach them. You basically have a license to teach those things, you know what I mean? Anyway, just curious, throwing it out there. It'd be kind of a fun idea. We did something that once in the past and it sold really well, but I freaked out and pulled it eventually because I was like, "I don't want 100 people out there co-authoring a book with me," but at the same time, I would love to figure out more ways to get this message, Marketing Secrets and funnels and all these things, into the hands of more markets, where you guys would be able to penetrate different markets than I ever could. Anyway, just throwing it out there. I may be interested and may be willing to do something like that, and just wanted to see if you guys are. If you are, hit me up on Facebook or Instagram, whatever, and just be like, "Yes, Russell. Marketing Secrets co-author, let's go," and maybe we'll do something like that in the future. All right. That said, appreciate you all. Got to get back to work. Been fun hanging out, and that's all I got. Thanks so much, you guys. We'll talk to you soon. Bye, everybody.

How to inspire the people you love to change without forcing them to do it. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up everybody? This is Russell Brunson. Welcome back to The Marketing Secrets Podcast. Today, I'm streaming to you from the Napoleon Hill room. Hey, what's up everyone? Yeah, I think I told you guys in the last episode or so how I basically bought in two or 3000 books, all in personal development. We had to move into this separate office while we're building our future library. What's cool about this is now they're in this little office with no windows or anything, and all the books are here and they're out. I've decided I'm going to start coming here every morning with the first two or three hours of the day and working inside of here, which is cool because it's given me chance to sit down and write the book, but also inside of that is to be able to like... as I'm writing the book, I have all the greatest personal development books of all time sitting here I can go look at. I can read, I can flip through little magazines. I can get inspiration from Napoleon Hill himself and a bunch of other cool things. I'm really, really enjoying this and kind of geeking out. And that's why I thought I'd do a podcast from here. Hope you don't mind because there's so many things I'm thinking about, talking about in my head that are going crazy. I had one this weekend that was... It was huge that I want to share with you guys. This is interesting because I wish you had context. I wish all you guys were in Mexico with us at the Two Comma Club X Inner Circle/Category King Mastermind meetup because we had such a good time, but I had a chance to do this one presentation, which will become chapter one of the book by the way. When you get the book someday, you'll have a chance to go through this exercise. I'm not going to walk you through the whole thing, but it's been interesting because as I've been creating this whole thing with success and like, "How do you achieve what you want?" It's fascinating to me because there's all these things, right? There's all these levers we can pull on and we can do and we can tweak. We start looking at it, there's like... Sorry, this is me jumping around, I did really interesting call with Tom Bilyeu and he took me down this path. I talked to this guy named Tal Tsfany who's the owner of the Ayn Rand Foundation, the CEO of the Ayn Rand Foundation and all these other people. All these pieces are trying to connect for me. It's just like, ah, so fascinating. So exciting. Anyway, sorry, I tell you this because one of the big things that... We talk about beliefs and rules and values and identity and there's all these different pieces that are around it, but I never knew how to glue them all together and what was first and what was second and the chicken and the egg and all these kind of things. Right? One of my big realizations that I figured out before the mastermind event in Boise or in Mexico was that it all starts with our values. For a long time, I was like, "Okay, what does that mean? What are values?" I don't even... Things that are valuable, things that I value and it wasn't until I talked to Tal, he's the CEO of the Ayn Rand Foundation. Ayn Rand is the one who wrote Atlas Shrugged and Fountainhead and all those amazing books. Anyway, so I talked to him and he told me about this exercise he does with people because Ayn Rand is big on values. That's like the leading thing she talks about. I was like, "How do you explain it? How do you understand it?" He said, "What I do is if you understand the values, values are something that aren't a conscious thing, something subconsciously is happening that makes your brain," he called it the black box inside your brain happy. Right? He's like, "Most people don't know what that is. We just are walking around in life, bumping into things, hoping that we'll be successful and be happy." He said that Ayn Rand said that if we were to, I think he said if we spent 5% of our life looking introspectively at ourselves in our own mind that we'd be a society or nation of giants or something crazy like that. His whole thing is like, "We have to look inside, what is the things that actually make you happy?" He invented this exercise that we did with our group. He said we had to create a value galaxy. The event, I gave everyone big little thing of sticky notes. I said, "Okay, what are the things you value, these things that make you happy?" It could anything from reading a book or eating sushi or going on a date or making out or winning a wrestling match. What are all the things that bring you happiness? Like, seeing my kids... I gave them 15 minutes to write down as many values as they could think, anything that makes them happy, just to write those things down. Everyone wrote on these sticky notes and we stick them on the little board. Within 15, 20 minutes, everyone had 100 different values. It's like, "These are all the things you value." I said, "How many guys, when you were doing that, you had these new a-has? I forgot about that. I forgot about this, the things I valued, but I totally forgot about them. I'm not doing them, I'm not spending time in them." I think everyone, including me, had kind of that epiphany of like, "Oh my gosh. All these things I actually value, I'm not focusing on." Right? Then, the next thing is, he said, "Okay," Tal said, "This is your value galaxy." Instead of from here, you got to figure out what are the value themes? If you look at all these sticky notes, they're probably grouped together in themes, right? All these 10 or 15 are all kind of related to my family or related to my mission or related to whatever those things are. Right? He said, "Let's take this value galaxy and build it and move the sticky notes around to value themes." So we're creating these value themes, and when we were done, everyone had five or six value themes. These value themes were really cool because they were very much like, "I value my family. I value religion. I value personal development," whatever your things are. Right? It's interesting because the values are what drive us, right? That's the things that actually make us happy. It's not the goal that makes us happy, it's the value. It's the pursuit and the achievement of the value. Then, from there, we did a bunch of other cool exercises I'm not going to talk about on this podcast, but did some of the cool things with everyone in Mexico. Then, from there, we looked at the five or six value themes that people had. From the value themes, they picked one value theme that was most important to them right now in their life. Maybe it's business or maybe it's family, maybe it's sports or whatever, picking that one value theme and then setting your goal around that one thing. Anyway, it was so cool. The big epiphany I had that was fascinating to me is I'm always trying to figure out like, "How do my kids be amazing people? How do I get them to, I don't know, to, I don't want to say... how do I get my kids to do what I want them to do?" That's not what I'm saying, but you know what I mean? There's things that I believe, that I value that I want my kids to value as well. Right? Like my faith, my work ethic, these are things I value, I want my kids to value too. It's interesting because most of us, including me, for a long time until yesterday, note, but we try to force our kids to value what we value. Right? We don't know we're doing that. Instead, what we do is we set these rules and these guidelines, we force them to do this and we demand them to do this. We're trying to get them to do what we want them to do because we value it and it's important to us. We want it to be important to them too, so we're trying to force them. What's interesting is that forcing people to have the same value as you literally, in most cases, repels them and makes them not want to have that value. Instead, it's like, "How do I inspire them to want to have that value?" For my kids, for example. I'm like, "You have to go to church, you have to read the scriptures, you have to blah, blah, blah," because I want them to value that, that's going to push them away fast. Instead, how do I create it so they actually value it? How do I create experiences and something so cool that they're like, "Oh my gosh, I value this too?" You don't do it by demanding them, or forcing them, or setting up rules to keep them doing it, instead you do it by inspiration. How do I show them this is actually valuable in my life? How can I show this is valuable to their life? If I can get them to experience it or just see it or whatever, then they'll value it. After they value it, everything will take care of itself, right? Now they value it, they're going to do the things they need to have that in their life. If I'm not careful, me or you or any of us, are going to pull them off the tracks by trying to force these values on people or force your values on people. Instead, it's like, "I need to create an environment where they see why it's valuable." Then, all of a sudden, it becomes valuable to them. It becomes a value to them. Does that make sense? I don't know if that makes sense to you guys, but I'm freaking out having this epiphany of like, "Oh my gosh, I've been doing parenting wrong. I've been doing all these things wrong my whole life." Because now it's like, "Oh, this is the key is helping them to value it, not to force them to do it or to set up rules or whatever, it's getting them to value it." When you ask that question, it gives you a whole different answer, right? Now, it's like, "Well, I need to show them the value of praying. Let me show them the miracles that happened in my life and miracles happened in their life and that may help them to understand it. If they can see it and then they're going to start valuing it." Right? Let me show them the value of church. Church can be so boring most of the time. How do I make it valuable? Let me show them, if I can show them the value that I get out of it and then they're more likely to value it. Right? You create experiences and they do value it. Anyway, that was my big epiphany was just like, "Okay." It becomes, at least in my head, this is way more fun of a game. This is a more fun way. This is a more fun game is how to create those kind of things. It was really cool. I had a mini experience yesterday with it that was kind of interesting. By default, this is kind of something broken inside my head maybe, a lot of you guys know, I was a wrestler, I was a good athlete and things like that. It was interesting because I wasn't like... I had friends who were just always active. They're running, they're doing stuff, and that wasn't me. When I was wrestling, I would try not to move the entire day. I would just store up all my energy and then wrestling practice, I'd go crazy for two or three hours. I'd go crazy in the waiting room, and then I would not move again. I'd sit home and just watch TV or not move. My life nowadays is similar. I don't do a lot unless I'm going to go do something and if I do, I go hardcore. Right? I know if I'm going to work out, I have to shower afterwards because I'm going to be a mess. Right? I step back and I wouldn't jog from my office to my house. I would never do that. If I'm going to do that, I'm going to drive home. I'm going to get my change clothes. I'm going to go super hardcore for an hour and then be done. A lot of times, unfortunately for my kids, I fall in this rut of after church, whatever, we're at home, we're like, "Okay, what are we going to do?" It's just like, "I don't know." I'm like, well, my brain, I just want to not do anything. We default to that, but I do value exercise, I do value doing things, but in my head, that's not my default. Right? Yesterday, one of our kids' friends came over and she's a super cool girl, really enjoy having her over. You can tell her and her family, they value outside activities. They're there and they're like, "Hey," my son is with her and like, "Hey do you guys want to go outside and play bubble soccer and we can play these things." My first default's like, "No, I don't want to." I literally kind of like, I didn't say no, but I was just like, "Oh, maybe," and I kind of snuck away and laid down for a little bit because I was tired. Right? Then, I had this epiphany. I'm like, "If I want my kids to value outdoors and exercise and activities, I need to value it. If they don't see me value it, then they're not going to either." I was like, "Okay." I got up, got dressed. I was like, "All right." It was crazy, they'd already gone outside. I went out there with them. I got the other kids out there and we ended up playing for three or four hours. We had so much fun exercising and running and playing games. When it was done, in my head, I was just like, "Oh my gosh, they saw that I value this and they had a good time, so they're going to value it. Then, they're more likely to go and do these kind of things more in the future and with their kids and things like that." I'm like, "That's how we create change." Anyway. There's your exercise for all of you guys. Go sit down, figure out your value galaxy, build in the value themes, and look at the values that you want your kids to have, or you want your employees to have that maybe they don't have right now and then not force them into it, but how do you inspire them to create that as a value that'll be exciting and change their life as well? There you go. Hope that helps, hope it gets you excited. Got me excited. I'm still just freaking out because I'm so excited by it. I appreciate y'all for listening and I'll talk to you all again soon. Bye everybody.

Holy cow, I can't believe it's been 500 episodes! On today's episode we talk about where we came from, what we're doing here, and where we're going. I can't wait to take you on the ride with me. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up everybody. This is Russell Brunson and welcome to the 500th episode of the Marketing Secrets podcast. I cannot believe we're on episode 500. Excited to be hanging out with you guys here today. And I'm going to talk about my future, my plans, what I'm working on, and a whole bunch of other cool stuff. With that said, let's cue up the theme song and we come back, we're going to be hanging out, having some fun here inside of my private library. All right. I can't believe it's been 500 episodes and that's just the Marketing Secrets podcast. Prior to that, we had the Marketing In Your Car podcast, which was probably another three or 400. We're probably close to 1,000 podcast episodes since I started this crazy journey, and almost a decade ago. It was after, some of you guys know the story. We had built a big company up and we were on top of the world and the whole thing crashed and crumbled and moved from a huge, 20,000 square foot building down to a little tiny 2,000 square foot building. And for some reason, I had this impression that, "Hey, you should start a podcast right now talking about your marketing." I was like, "This is the worst possible time." I had literally, basically just went bankrupt, and the whole thing went apart. This is the worst possible time I could do this. And for some reason I was supposed to do it. I started and I started publishing, and I started talking, and I started sharing what we're working on, even though there were ups and there were downs. And then if any of you guys go back to the old Marketing in Your Car podcast episodes, in fact, oh, we just got... Sorry. I digress. marketingseekers.com is basically the brand new funnel hub we created on ClickFunnels 2.0. It's the first ever ClickFunnels 2.0 site ever. If you go to marketingseekers.com, you can see it. But yeah, on there, if you click on the podcast tab, it shows you obviously this podcast you can subscribe to, but we also have links for the original Marketing in Your Car podcast. All of the old episodes are back live. You can go back and binge listen to them if you want. I recommend doing it because it's really fun. But back then, I remember one episode I did I was like, "Only morons would want to make more than $10 million a year." All the reason why you should never try to make that a goal. Anyway, it's just funny now, because yeah, just how my ideas and belief and things shift along the way, but it's a whole fun journey. And we're talking about ideas like, "Oh, we have this new project working on. I think it's going to change the world." And it was ClickFunnels. And it's just a crazy journey going back and thinking through all those kind of things. Yeah. Now after running out for 300 whatever episodes, we decided to rebrand and call it the Marketing Secrets podcast. And now here we are 500 episodes later, which is insane. Thank you for listening. If you missed any of them, make sure you begin at the beginning and binge listen through all of them. I've tried to make them all entertaining and good, but also short enough that, Joe Rogan, for example, I love Joe Rogan. I think he's awesome. And I loved listening to his podcast more, but first off each episode is four hours long and then there's so many of. It would take me the entirety of my life to catch up where you guys could catch up within a couple months if you just listened a couple on a day. There you go. Go back and binge listen. But I'm here today in my makeshift library and maybe you run saying, "What do you mean in makeshift library? Why?" In the last four or five months have purchased, I would say conservatively, probably three to 4,000 books, and I am in the process of building an actual huge library here in Boise, but right now we have a temporary office rendered where I'm storing all these books, and I'm working on some really cool projects that you guys will see coming to fruition over the next little bit. But it's interesting. Some of you saw, I've done two consults with Tony Robbins. We film and turn into YouTube videos. If you go to our YouTube channel and search form me, you can see him, and we basically had a chance to ask him a question. And crazy enough, I'm actually flying out next month to do it again. I have a new time to ask him a question, which I'm excited for. But my first question was trying to figure out what to do with my life. We built cool company, ClickFunnels, which I do and should I step down? Should I sell the company? What should we do? And Tony's big thing is, "Well, if you to sell the company what's next?" And I was like, "I don't know. I love what I do." He's like, "Then you shouldn't sell it. This is your passion. This is your dream." He's like, "If you don't have the next thing, you shouldn't worry about this thing." And so, that and as well, a bunch of other advice really made me realize I don't want to sell this business. That's not my plan. But then the question kept coming, well, what's next?What happens if ClickFunnels was a crash, or you do sell it? Or what's the next part of your mission? I didn't know that for so long. And it's interesting. You don't know where things are going to go. It's just, at least for me, when things get me excited, I pursue those passions and hopefully it takes me in a cool spot, a cool direction. And that's kind of what happened here. Some of you guys know, I started collecting old books. The first one I bought was that actually a first edition Book of Mormon, which is super rare. There was only 5,000 that were printed initially. And it was only 350 left that people know of. And so I bought one of those on eBay and that was my first old book and that was all I had. And then fast forward, man, probably four or five years later, six years later, I got a random message on Facebook from a funnel hacker who's like, "Hey, don't you have a first edition of Book of Mormon?" And I don't respond all my messages, but that one I'm like, "Yes, I do. Why?" And he was like, "Hey, there's this guy who here's here in Utah and he's like the Indiana Jones of the Mormon Church. He's got a whole bunch old books. Do you want to see a whole bunch more?" I'm like, "Heck, yeah." The guy came up and he showed me all these other books, first edition Book of Mormon, but also the second, third, fourth, fifth edition. Then the first edition Doctrine and Covenants. And this is for non-Mormons when all these books are, but they're all, the books that we look at as scripture that are our favorite things, and he had all these different books there. And then the first edition Doctrine and Covenants, and Emma Smith Hymnal, all these things, and Book of Commandments. And I started looking these things and I was like, "These are so cool." I don't know what it was, but I felt this pull towards them. And so I started buying all these first edition books and that's when I started getting into this whole book thing. And then I started thinking, "What do I do with these things?" And I want to display them and show them. And so long story short down a whole mental rollercoaster, eventually I had the devil wanted to build this library, and in the library, I would have different sections on the things I'm passionate about, right? It'd be a business section, a religions section, a personal development section, have these different sections. And I was like, "It would be cool in the religions section, I can show up my first edition books." But then I was like, "Okay. Well, in the personal development section or the business section, what would be cool things to show there?" And I didn't even know. I started going to eBay and started searching for a few of the authors I knew. One of them was Napoleon Hill and I was looking... I go to eBay, I type in the author and then I always sort by highest price first just so I could see what are the rare things, the cool things. And the top of it, there was this first edition Law of Success Book series. And it was signed by him. And it was three years before the first one was ever printed. And so this is his rough, rough draft before it went to actual publishers and things like that. And there's only one of them on the planet. And what happened is, Napoleon Hill, he wrote the first version and he hand printed on his own printers, I think it was nearby, printed these books and then he sent them out to the president of the United States, and people that are head of businesses, and Kings and Queens, and just personally mail these to them as gifts to try to get them to read his new book he wrote, book series, right? And there's only one that we're aware of on the planet left and it's this one. And I saw it and I was like, "That would be the perfect piece for the future library, for the personal development section." But it was a lot. I'm not going to tell you guys how much, but it was kind of insane. And so I was like, "Well, I can't buy that, but I'm going to start buying other things." I started buying first edition Think and Grow Riches and other things. And eventually after buying a bunch of different things, one of the people I bought something from messages me and we started a conversation. Turned out he was the one who owned this first edition, Laws of Success, and he'd been collecting books for 20 years. And so I started texting him back and forth and eventually, I decided to buy his entire library, his entire collection for 20 years. I went out, we flew out in a plane, we got it all, we brought it in, and then I had 20-year collection of these old books. And most of them, I didn't know who the authors were and these people were. They're all brand new to me. I am in my office, I laid them all out and I started reading the books and going through them and started figuring out who the people were and who the authors were and where they came from, and it started to be down these rabbit holes. And I started go to eBay, okay, I find out an author, like the guy who started SUCCESS Magazine, for example, his name's Orison Swett Marden, and I had a couple of first editions of SUCCESS Magazine and I had this guy's name. I started going to eBay and searching it out and turns out this guy had wrote tons of books. I went buying all the first editions of his books. And then I found out his mentors, a guy named Samuel Smiles, and I went and bought all his books. And then one of the Napoleon Hill magazines, Napoleon Hill talks about this millionaire gave him this book. And so I go to eBay and finding the first edition of that book. And then anyway, it's just kind of crazy to now where in the last three or four months I've bought, I'd say between three and 4,000 books here for the library that I'm going to build someday, which is not being built yet. But I got the books. At least we got those. But as I'm going through this, it's been really, really cool. Me as an author, I'm writing my very first personal development book, which has been such a fun process. I basically wrote the whole thing and I decided I hated it and I deleted it all right in the middle of me buying all these books. Now I've got literally the first editions of every personal development book ever written from 1850s till now and I'm having a chance to read them and go through them and find these different pieces and find things are similar and different. And it's been magical if I open my eyes to just growth in a way that was different than I ever had seen before. And it's cool. Last week we were in Mexico with the Two Comma Club inner circle and category Kings, and I did my very first presentation, my very first personal development presentation ever. And it wasn't perfect. In fact, I'd say probably a third of it I was really, really proud of, and two thirds, I'm like, "I didn't do it right." Just that feeling, it was good, but not perfect. But part of it was great. My first session was, so proud of what happened and what came out of it. But it got me excited. It's like last night, I went to bed at 11 o'clock at night or something. I couldn't sleep, and I got up and I rewrote the table of contents for the new book. And I wrote it out and I'm so excited now. I'm freaking out excited. And right now, I'm at the library walking in my old books and I'm organizing them and putting them in categories and trying to find the right authors and trying to find these pieces and going deeper on these topics that people haven't talked about in a 100 years. But I've got all the books, I've got everything from the beginning of this movement. In fact, they call it the New Thought movement. This generation where people start thinking, "Hey, if you think, you can and change your life." And what came from that are these amazing authors and books. And anyway, I'm here because, again on 500 episodes into the Marketing Secrets podcast, and I still am obsessed with marketing and funnels and all the things, but I've always told you, and I tell everybody, I feel like I've been called to serve a certain group of people of entrepreneurs, just like you have. You've been called to serve your group, and they're different than mine, but we just get called to serve a group of people. Right? For me, it's entrepreneurs. And the next thing is, well, how do I help them? And so initially it was like, "Okay, they got to understand funnels and they got to understand copy and storytelling. They got to understand traffic and they need software to do these things." And while those things are now happening and they're in place and we're serving entrepreneurs, I feel like my next step in the calling is bigger, which is, I need to develop these entrepreneurs, not just as business owners, but people, as humans, help them to be able to do more and be more. And so that's where I'm at. And so I'm 4,000 books deep into this new project to try to serve you guys at a different level. And I'm excited because again, we have no plans to sell ClickFunnels, do anything, but now at least I know if that went away or something happened, what's my next step? It's still serving the same audience. It's just, these are the new tools and the keys and the things I have now to help serve you guys at a different level. Because I think the more you guys are able to have the tools and the keys and the things you need to be truly successful, not just the business tools, those we're going to continue to keep developing stuff, but it's the mindset, the personal development, the things that the greats of our time understood that we're still trying to understand. That's what I'm trying to give to you. Anyway, I'm excited at this 500 episode mark to really be able to say that now, "Okay, I do know what the rest of my life's going to look like." My plan is to build this library, and besides this library is to go out and be able to bring these principles, these philosophies, back to you, back from the dead, and bring them to you guys and make, hopefully extend the legacy of these authors for forever, but then also in the process, hopefully extend my legacy. I'm in a weird legacy-driven spot in my life where I'm like, "Man, I want 500 years from now, some kid on eBay to be Googling my name and finding old books that I published and finding them and being able to use them to change his life next generation's life, just like I'm trying to do right now." That's what I'm developing. That's what I'm trying to create. Anyway, I just want to share that with you guys. I'm excited. There's going to be a lot of really cool opportunities for you guys to be part of what we're doing here. We're working on NFTs associated with the library, we're working other bunch of cool things, but I think it's going to be magical. Anyway, we're going to keep doing what we're doing now. ClickFunnels 2.0 is launching soon. We're going to be amplifying everything on that side of the business. And then on top of that, it's come back to my true calling, which is you guys. How do I serve you at the highest level? And if it's through software, it's through software. If it's through books or events or courses or whatever that thing is, that's what I'm pursuing, because yeah, that's where I'm at. Anyway, I just wanted to say that. Thank you guys so much for listening, thank you for being part of this. I hope for each of you that as you're listening to this, you start thinking about a couple things like your legacy, where are you going? What are you trying to do next? Figuring out how to develop yourself. What other books could you read? Other courses, other things, could you go through to help sharpen your saw and make you a better entrepreneur, a better person? Yeah. Anyway, I love this game. It's fun. I love the honor I have of serving and sharing and helping you guys the best of my abilities and just grateful for the journey, grateful for your attention, grateful for the ability to do something that means a lot to me. Anyway, thanks again for listening. With that said, I appreciate you all. Again, go to marketingsecrets.com and check out the new funnel hub, check out links, all the funnels, all the sites, all the blogs, the podcasts, the videos, YouTube channels, everything there, is if marketingsecrets.com, it's the new funnel hub of everything Russell-related. I'm also building out the new funnel hub for my new personal development brand. That's not live yet, but it'll be coming soon as well. And my goal with that is you'll go to that site and you'll be able to click on like Napoleon Hill and find all the works from him and Albert Hubbard and Samuel Smiles and all these other people that I'm bringing back from the dead to find access to them and their minds as well. All right. That said, I appreciate you all. Thank you for every everything. And I will talk to you soon.

Napoleon Hill said: There is one quality which one must possess to win, and that is definiteness of purpose, the knowledge of what one wants, and a burning desire to possess it. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Hey, what's up everybody? This is Russell Brunson, and welcome back to the Marketing Secrets podcast. I'm here today in Mexico preparing for an event tomorrow with the Two Comma Club X Mastermind group, as well as the Inner Circle and the Category Kings. And I'm actually doing a presentation all about personal development and how to literally go and get whatever it is you want in life. And so I've got some thoughts and some ideas I want to share with you guys. So with that said, we'll cue the theme song. When we come back, we're going to be talking about definiteness of purpose. All right. So some of you guys have heard this story in the past, but when I write books, apparently my process, I didn't plan it this way, but I usually write a book and then decide I don't like it and delete it. And then go and do a live event where I teach the entire principles and concepts, and then start over and write the book again. And I keep forgetting this apparently, because you would think that it'd be easier for me just to do a live event, teaching the principles, and then write a book afterwards. But alas, I have forgotten every single time. I've literally done this ... I did it for the Dotcom Secrets book, the Expert Secrets book, and the Traffic Secrets book. And right now I'm doing it with the Secrets of Success book. Whoa, you guys just found out the title. I haven't told anybody publicly yet, so congratulations. You know something nobody else does. And so that's the new book I'm writing. And I wrote it. I wrote about 200 and something pages and realized I didn't like it, and deleted it. And now I'm doing a live event for our Mastermind group. And I was trying to think, How am I going to do this? My Category Kings were asking me and begging me, they're like, You should do it at your penthouse in downtown Boise and teach us for three days there. And I was going to, but I just didn't have the... Anyway, long story. I was like, Well, I'm doing this thing in Mexico. We have everyone coming. This is going to be the best place for me to do it. And so I've been preparing for it, putting it together, and I'm stressing about it and excited about it, and all the things that come with a new presentation and new principles. And I think a lot about this. I study a lot about this. I go deep on this. I think in my own mind I'm trying to always figure out how to be more successful, so I have a lot of stuff here. I feel like a lot of people would be successful, but I've never broken it down in a way that I can share with people. So that's been a hard process. How do you take this thing that you've been, a lot of it subconsciously doing, some are consciously doing for the last 20, 30 years of your life? And how do you put it in a way that people can then take it as a system and use? And that's been my challenge. But I think I got it, I'm really excited. And so tomorrow I'm actually doing a session in the morning. It's about 90 minutes to everybody, that's basically going to be the intro chapter for the new book. But it's something that's, it's powerful. And I can't tell you everything that's happening there, but anyway, I'm really excited for it, I think it's going to change people's lives. That'll be the intro session. Then we break, we got excursions. And we come back eight o'clock at night. And I'm going from eight o'clock until two or three in the morning, teaching the rest of the book. And I'm so excited for it. So someday this book will be there and you guys can read it, and hopefully it's good. If it sucks, then yeah, don't tell me about it because I put so much effort into this thing it's crazy. But as I'm working on this, there's one concept that just keeps driving throughout this book over and over and over again. And it's a principle I learned from Napoleon Hill. And I think a lot of you guys know who Napoleon Hill is. If you don't, he wrote the book Think and Grow Rich, he wrote The Law of Success. He's written a whole bunch of amazing books and magazines, and I've recently acquired most of his life work, original copies and original manuscripts. And it's been one of the cool things ever. And I'm telling you this because, one, it's interesting. In almost everything that Napoleon Hill's written, he has this one thread that weaves throughout all of it, over and over and over again. From every book, every course, every manuscript. Everything I've found that I've acquired, every magazine article, he just keeps coming back to this one thing. And as I've been putting this together, it's initially because I keep coming back to it as well. And I talked about it at Funnel Hacking Live a little bit for those who were there, but the principle is called definiteness of purpose. And it was funny for a while I couldn't remember how to say that word definiteness. It's the hardest word to say, but I've gotten it now. The way I remember it, for those who try to remember it, is definite. Like, I'm definitely going to do it. I'm definiteness. I have definiteness of purpose. And so the point Hill talks about this, if you want something in life, you have to... It's not just like, I have a purpose, but it's like, I have definiteness of purpose. So it's not just like, Oh yeah, I'm hoping to get this thing. It's like, no, no, no. I'm definitely going to get it. Definiteness of purpose. This is the thing. This is where it is. This is how I'm going to get it. And there's a quote from one of his books, he says that there is one quality which one must possess to win, and that is definiteness of purpose. The knowledge one wants and a burning desire to possess it. So that's what definiteness of purpose is. It's all about seeing the thing you want, but more so than just seeing it. Seeing it and then having this burning desire. Like, I have to have that thing at all costs. I'm going for it. I'm looking for it. I'm going to figure it out. I'm going to run towards, I'm going to figure those things out. And then from there, there's a lot more that goes into this, but it's building on the plan and the structure and the strategy and then the tactics and all the stuff to go and get that thing. But it begins with that purpose. If you don't have that definiteness of purpose it's hard. I think a lot of people don't have that. So many people, they don't have a purpose. They're like, I don't know. I'm just here. I don't have a purpose. And I think that God's put desires in all of our hearts that are there to give us that purpose. And so if you haven't found that in your life where you're like, I don't know the purposes I'm doing. Sometimes I think some people think it's like, Oh, I got to be like Russell. I got to figure out what's my mission and who am I going to serve? And that may be it. One thing I talk about during my presentation tomorrow is the purpose is twofold. Sometimes it's like, I need to go and create this purpose, create this movement, create this calling, you're creating something. Other times it's alignment with it. There are so many rock stars on my team who have aligned with my definiteness of purpose, and they're part of it. I couldn't do it without them. And so it's not always, I have to be the one that's creating this whole new thing. Either I'm going to create something or I need to align with somebody who's created. What do I believe in? What's the missions that I have so much belief in, in the mission what they're doing? I want to pursue their goal. I want to pursue their mission with definiteness of purpose. I want to be aligned with them, I want to help them, I want to serve them, I want to be part of the mission. And so I think the big thing is looking for those things. What are the things you're passionate about? If you're not passionate about anything, well, it's time to start dabbling. Dabble in a million different things so you find something that lights a spark and gets you excited, that you can say, This is my thing. I'm going to move forward with definiteness of purpose. I think they're going to create something amazing. I'm going to find someone who already is doing something I believe in. I'm going to align with them, I'm going to serve, I'm going to be part of that. And it could be anything. I know when we first introduced Operation Underground Railroad with the ClickFunnels community back, man, four years ago, now. I had so many people who came back and said, I resonate with this mission. I want to be part of it. And they started weaving into their events and with their products and the things they were doing, because they wanted to be part of that. They wanted to serve these children with definiteness of purpose. That's a purpose I want to be aligned with, I want to work towards. And they didn't create it. I didn't create it. Tim Ballard was the one who was called for that mission. He was the one who had to do it. But all of us have a chance to look at that purpose and say, Okay, I want to align with that. And I have a burning desire to do it. I'm going to do everything in my power to win, to help, to serve, to do that thing. And so in all of us, we have different times in life, but the initial threat is that. And I'm glad he didn't just say, You got to have a purpose. And a lot of times nowadays, people are like, You got to have a why. What's your why? And what Napoleon Hill is saying is so much deeper than that. It's not just a why. It's your purpose, which is bigger. Why is a reason I want something. Which is big, it's important. But you say not just your why, it's your purpose. It's bigger. This is the purpose of me being here, is to go and do this thing, to get, to achieve, to retrieve, to bring back, to save, to fix whatever your purpose is. It's purpose. But not just a purpose. It's like definiteness. I am lasering in on this target. I'm looking at that thing. And I know that's what I need to give. That's the thing I've been called to serve, to achieve, to figure out. And then you start running towards that thing. And so that's one thing I wanted to share. Because again, there's a million things I could share with you from these presentations and this eventual book. But the one thing that's like this thread throughout is really understanding it. What are you moving towards with definiteness of purpose? Not just, What am I wandering? A lot of us are wanderers, we're drifters, we're waiting for something. But I'm looking at, What is the thing I can look at and say that. That is the goal. That's the mission. That's the purpose. And with all my focus, all my energy, I'm moving forward with a definiteness of purpose to accomplish, to do, to go after that thing. If you don't have that thing, I would implore you, I would beg you, I would ask you to go look for that thing and start searching for it. Because the quality of your life, the excitement, the energy, the passion, all the things will increase when you are moving towards something with definiteness of purpose. Too many people live their lives on a couch, watching Netflix. Where I think the good stuff, the stuff you're going to remember, the stuff that people remember you for are these other things. I think sometimes people hear this and they're like, Oh, you're saying I'm not ready, I'm not worthy, I'm not bore. I'm not saying that at all. I think all of you guys right now are good enough. I believe God's proud of you. I believe I'm proud of you. If you don't accomplish anything that doesn't matter to me. But the pursuit of something great will change you and it'll change the people around you. It'll change the people in the wake of the service you're doing. As you move forward with a mission, with something, the wake of people behind you that changes their lives, the wake of contribution is huge. I look at my mission to help entrepreneurs and serve in all these things I've been doing. I've been moving forward with definiteness of purpose, trying to use all my power to create, to do, to serve, to do these kind of things. And the wake behind me is contribution. It's created jobs, it's helped people and their families, it's helped entrepreneurs start their own companies. The wake of contribution when you are moving forward with definiteness of purpose is huge. And so go and create those wakes of contribution. Run, move forward, have some fun, go serve people. Pick a purpose and run towards it. Not because you have to have that for anyone to love you, or to care about you, that you need that to be a better person. That's not the things. It's finding that purpose. And then it'll light you up. It'll change you in a way that nothing else ever could. And so, anyway, there's my call to you. It's time, you guys. Your purpose is out there. Go find it and then pursue it with definiteness. If you do that, not only will it change your life, it will change lives of the people that are in your wake of contribution. So go and do it, have some fun with it. And then wait for me to write this darn book. Hopefully it gets done sooner than later because I want to share it with you guys. I think these principles are good. I'm excited. All right. That's all I got. Thank you so much. Have an amazing day. And let me know if you see this on Instagram or Facebook or anywhere, tag me. Take a picture on your phone and tag me. You upload the picture to Facebook or Instagram, whatever and tag me and tell me, what is your purpose? What are you pursuing with definiteness? And when you do that, I want to hear about it because you guys are the people that are changing the world. And so if I can support you and help in any way, that's my role. That's my job, is to help support the creators, help giving you guys the ability to get your message out to more people, because you are the ones who are changing the world. Thanks so much. And I'll talk to you guys soon. Bye, everybody.

One of the cool "Ah-ha's" I had today, sitting in our 2CCX, Inner Circle, Category Kings mastermind group. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up everybody? This is Russell Brunson, welcome back to the Marketing Secrets podcast. Today I'm sending you a message from beautiful Mexico. Hey, what's up everybody? So we are here actually at the Two Comma Club X Inner Circle/Category Kings Mastermind group, which is exciting. We're in Mexico, in the past we used to do the big Two Comma Club cruise, but cruises are sketchy now so we decided to run an all exclusive resort. And it's actually really cool because it was interesting, and I don't know, there's a lot of variables so this may not be the only one, but I thought we would get more people to register for the cruise that was even pre... Sorry, pre COVID we did the cruise, we had about the same amount of people in our Mastermind group, and we had X amount of people that signed up for the actual cruise from that pool of people that were eligible to go. And then this year's post COVID so we did it here, and the group of potential people who can come is about the same, but we had three times as many people register for this. And so, I don't know, it could be just COVID and people want to travel and get away. That's definitely a possibility, but I think that more people want to go to an all inclusive resort than a cruise, which is the opposite of what I would've believed and thought, so anyway it's kind of cool. My one fear is on the cruise it was nice because everyone's jammed in this little boat and so more people got out and met, and I'm a little nervous that here people are going to hide in their rooms during the off sessions, but hopefully no. So anyway, I'll report back and let you know more how it's going. But so far we've just finished day number one and it was amazing, it was really, really cool. So I want to share with you guys all just a thought or an aha or a, I don't know, something that hopefully will be helpful for you all. I'm hoping that all of you guys, especially those who are... Obviously we cater towards two types of businesses, there's the expert business and the e-comm business. In fact, it's funny, here at the event it's broken in two groups, like here's our expert group, here's our e-comm group. And Alison Prince teaches a lot of the e-comm stuff, I teach the expert stuff and so it's split down the middle there as well. But we're both trying to do crossover where she's trying to get all the expert people to add physical products to their offers, I'm trying to get the e-comm people to add info products to their offers, so it's a blend back and forth. But the thing I want you guys to understand is just the power of, honestly, a singular framework. Each of you guys who are in a business, you have some type of framework, some kind of process or system or things that you take somebody through to get an end result. And one of my favorite people that I've seen do this is Brooke Castillo. Brooke is amazing entrepreneur, she's got a huge podcast, great podcast, great membership site, great coaching certification program. In fact, all of our one-on-one coaches for our Mastermind groups all come from her program, they're all certified through her. But she basically has created one really, really, really... How many reallys can I give her? 22 reallys. Really good framework, right? And her business is based around, honestly, it's one core framework. And she teaches this framework on her podcast, she talks about it in her emails, everywhere she's talking about this one framework. And then she has a membership site that's $300 a month that then teaches people how to use the framework, like how to use the framework in your life, if you're a coach, how to use it for other people, all sorts of stuff. I think that's $300 a month, and then she has a coaching certification program, it's $18,000 a year, I think, or I believe that's what it is. And there's where she helps you to master the framework where you can start teaching it and helping coach other people, and it's really cool. But that's her basic business, it's she has one framework that she talks about for free everywhere, and she's got a membership site $300 a month where she teaches you in depth how to use the framework and get live coaching from coaching students, stuff like that. And then on top of that she's got the certification where you can master the framework and use it as a tool in your own business. But her whole business, and her business is multiple, multiple eight figures, one of if not the biggest info product business that I'm aware of right now, which is really cool. But anyway, again, we come back and we look at that and look what she's doing and it's insanely successful. And so, as I was thinking about the Mastermind group we're in right now, and if you guys know my business, hopefully you do at this point, I have frameworks. And I don't have one, I have probably because I'm more obsessive compulsive, I don't know, OCD is high with me, but I have a lot of frameworks. And if you read DotCom Secrets, Expert Secrets, Traffic Secrets, those are my core frameworks all laid out. If you've gone through those books you understand my framework of the value ladder, and then my frameworks for each types of funnel inside the value ladder, and my frameworks for my scripts. And if you go to Expert Secrets you learn other frameworks, and you learn frameworks about how to start a movement, you learn frameworks about how to do your sales presentation or your perfect webinar, you learn frameworks on how to close, you learn those ones. And then Traffic Secrets, you learn Dream 100, you learn congregation, you frameworks on how to infiltrate any media platform and on and on. So those are my core marketing frameworks, there's a bunch of them. And there's other ones we teach that aren't necessarily inside the books, but the core ones are there. And so what's cool about it is, if you look at my business, I can go and I can for free teach and talk about any of my frameworks. I've done a hundred podcast interviews about the Dream 100 framework, I've done other ones about value ladder, I've done other ones about just any of the dozens of frameworks I've, not invented, don't know if that's the right word, the ones that we put together. I've done tons of training on every one of those things individually, but they all push back like, 'Hey, if you want to learn this in more detail, go get the books.' Then people read the books and they get all the frameworks, they get a good understanding of them and then from there their entire value ladder. Now, after you made a value ladder, everything else we do is just based on those core frameworks. It's not like I'm teaching more things, honestly, which is kind of cool. It's mastery, it's learning how to actually use these frameworks. And so if you go up our coaching ladder there's One Funnel Away, which is picking very specific... like we're going to show you guys one framework for creating product, one framework for a funnel, very specific type of funnel, one framework for traffic, so it's one framework across each thing. That's the OFA challenges, and then from there we send people up to our Two Comma Club X Coaching Program. And Two Comma Club X Coaching Program then is where we're picking a couple more frameworks. We're going deeper into it where we've got coaches, you've got one-on-one coaches, you've got group coaches, you've got a tribe of people who are working together. You've got all these people and it's really helping you to dial in, perfect this framework. And then after you get done with Two Comma Club X, which people stay in Two Comma Club X Coaching Program until they win a Two Comma Club X Board, they make a million dollars. And then something secret happens, funnel hacking live, nobody knows this except for the Two Comma Club winners. But when you win the Two Comma Club we invite you to a secret luncheon that's only for people who've won the Two Comma Club or above, and at that Two Comma Club luncheon I invite people to join my Inner Circle. And it's funny because a lot of people join the Inner Circle, and we found this especially people who had been in the Two Comma Club X Coaching Program and moved up to the Inner Circle. They're like, "What's the curriculum for Inner Circle?" I'm like, "There's no more curriculum, you guys have gone through these things..." The Inner Circle, then after my Inner Circle we've got our Category Kings, like the different levels here, it's still the same frameworks, we've already learned them. But now inside the Mastermind what's been cool is over the last 10 years I've been teaching this stuff, we've got now thousands, if not hundreds of thousands of people using these frameworks in different places. So the Mastermind now becomes everybody else saying, "Okay, well, yeah, I did a challenge funnel, but this is what I did different. I tweaked this, I added this, I change this." And they're like, "Oh, well, my value ladder looks like this. And, oh, my thing looks like this." And it's everybody taking these core fundamental frameworks that we first laid out and then building on them and adding things, tweaking things, changing things. We had someone today who, same thing, they come through our training but then they figure out this new hook and this new way to do something, and then they built this huge Two Comma Club business doing that. And we had her come and present today and like, "Hey, here's what I'm doing." There's a lot of similarities but it was her twist, her take, and how she took the frameworks and evolved them and developed them further and they had new cool things. And then we have these national meetings where everyone's getting up and they're sharing. And right now there's people all around this resort here in Mexico in little meetup groups. And there's groups like everyone who's doing challenge funnels meet up and they're all sharing best practices. Like, "Oh, we did this and we added this little thing. We added this badge here and increased conversion by this. Oh, and we did this." Everyone's sharing things there. And then there's the high ticket group, and then there's another group, another group. But there's all these groups happening, pop up all around the resort right now of all the people that are in Mastermind groups, all just sharing like, "Hey, I took this core framework, but here's how I tweaked it, here's how I changed it. Here's how I applied it to my business, here's how I applied it to my industry. Here's how I did it." And so it's really fascinating watching it because the evolution of this was not like, "Russell, to go higher ticket you need more frameworks." No, no, it's master, it's application. It's sharing the tweaks, the changes, the evolution of the frameworks amongst those of the people that are out there in the trenches using them. And that's why this has been so fascinating. I wish I could sit in every one of these little breakout groups and just take notes of what everybody else is sharing because there's just so much gold that everybody's dropping. Anyway, I wanted to share that for a couple reasons. Number one, if in you're my value ladder this is where you're going, keep figuring these things out. So having success, get in the coaching program, get to the Two Comma Club, jump in the Inner Circle, and then come to these Masterminds where we can start taking this and network with... I think we have 600 people here on resort with us, which is cool. I think the resort holds 900 people and we've got 600. It's like more than half of the people here are Funnel Hackers, which has got to be awkward for all the people wondering why we have these similar t-shirts on, but that's what we do. And so, be part of that group and then start sharing with each other and it's just so fascinating. Funnel Hacking Live is a version of that, you come to Funnel Hacking Live and it's like all the speakers are people who for the most part grew up in our community, who learned the core frameworks, started using the ClickFunnels software and then they figured out their hooks, their tweaks, their way that they evolved the principles and got them to work for them and for their market. And so it's fun, everyone building upon each other and all off of this one common framework. So again, number one is, if you are in my world this is the path, this is where we're trying to take you. This is the experiences we want you to have with us here in Mexico, do these kind of things. And number two is, for your own business, understanding that's what the value ladder actually looks like, it's not more stuff, more stuff, more stuff. Again, I look at Brooke's business and it's one insanely good framework. And then it's just gone deep, and deep, and deep on that to the point where she's got one of if not the most successful info product businesses in the industry today, from one framework. So I want you guys to understand that because it's powerful, it's cool, it's exciting and hopefully it gets you as excited as well. So, with that said, thanks for listening and hopefully you'll be here with us in Mexico at the next Mastermind in Paradise, which will be coming in about a year from right now. All right, thanks so much and I will talk to you guys soon.

An interesting conversation I had with my buddy Chad Woolner about your real identity as a business owner. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Seekers podcast. On today's episode, I'm going to share with you guys something kind of interesting, at least for me. I was at a wrestling duel watching my kids wrestle and had a chance to hang out with Chad Woolner, who's one of my friends who's a chiropractor, who's somebody who's been using ClickFunnels and all these philosophies in his chiropractic business. And he came up with a principle I think that was really powerful called being a solutions curator. So I'm going to cue up the theme song. I'm going to come back and talk about it and how it's a different lens to look at you and your business. I think it's going to help you guys a lot. So with that said, let's hear the theme song. All right. Welcome back. I've got to think of a better way to transition into that. I don't really know. Anyway, so this was interesting. As you guys know, I am a part-time internet marketing nerd, full-time dad. Right now it's the kids' wrestling season, and so for me every day at 2:30, no matter how busy or stressful or any things are at, I pack up the office. I race home, put on my wrestling shoes, and head over to wrestling practice with my boys. And it's, man, like the most... Anyway, it's my favorite. And I don't know if they even like me being there, but I just don't want to miss any second of it. Today I was driving to school. I'm like, there's only two more years before they're graduated, like after this year. And I'm just like, "Oh, this is crazy and hard." So I'm trying to be there as much as I can, which hopefully all of you are doing that for your kids as well, because all this other stuff we're doing, it's just a game that we are participating in, trying to burn time until we die. The only thing that actually really matters is our families and our kids, so make sure you spend time for them and carve out the time for your busy schedule from things that don't matter, and make sure you have time for things that actually do matter. But anyway, inside of that, this Saturday we had a wrestling tournament which I was... This week was hard. My wife was out of town. I was really looking forward to sleeping and getting a break because I'm just worn out, as I'm sure a lot of you guys are, too. But they had a full-day wrestling tournament Saturday, so we were up at 5:30 in the morning, waking kids up, driving them across town, weigh-ins. We had to be at the gym by 6:30. Weigh-ins at seven. Wrestling started at nine, and then we were in the gym for like 13 or 14 hours. It was the longest day ever. But luckily one of my buddies, Chad, his son wrestles for another team, so he was there. So it was kind of nice having someone to talk to. And I asked him what he's been doing. If you've read my books, I've mentioned Chad in most of them from one way or the other, just different things that as I was learning these principles and applying them, he was one who took a lot of these ideas and tried them in his chiropractic practice, which has been really fun to see how these internet nerd principles can work for a more traditional business. And it was interesting, because he told me, "Yeah, I've been doing these events." And he talked about what he teaches his docs to do now. And it was so fascinating, especially for me. Because you guys probably heard a couple episodes ago, I did an episode about how I feel like my calling is that I'm a curator. I learn a bunch of stuff, and I curate the best, and then from there I write my books. I create software. We do these things, we're curating the best principles and practices from the marketing world and bringing them to you guys. And Chad said that what he's doing with his chiropractors is he's teaching, "You're not actually a chiropractor. You're not even a marketer. What you are is you are a solutions curator." And he said that, and I was like, "Whoa. That's cool. Tell me more. What do you tell people? Explain that to me more." He said, "Most docs, they look at it as, I went to school. I learned how to give adjustments. So people come to me, and I give them adjustments. That's how they look at their work, right?" He said, "Their identity is that I'm a chiropractor, therefore I do chiropractic services for people." And he said that when he started working with doctors more and more, he started trying to help them understand that you're a marketer. So the next identity he shifted his tribe to is, "You're marketers. You've got to market your business. You've got to get people coming in so you can serve them." And that was kind of the next wave of identity he gave his chiros was from, again, from a chiropractor to a marketer. And he's like, for him the identity that trumps all the rest is a solutions curator. And what it means is when somebody comes into your practice, your job is not just to give an adjustment. Your job is to give solutions. You're looking for what are the problems they have? And your whole goal and mission and vision is to find solutions for problems and then to curate them together. That's why people come to you, right? It's because you've curated all these different things and are bringing them the best of the best. For example, you guys come to me because I've curated through hundreds of thousands of hours of books, and... Maybe that's an exaggeration. Tens of thousands of hours of books and podcasts and practical life application and research, and I can come out and say, "Look, this is the best funnel. This is the best process. This is how we buy ads… And so all my books are a curation of what I've learned and discovered and figured out. And so for you is whatever role you're in, that's the same thing. You're a solutions curator. And so for his docs, they come in, and now it's like, "Yes, I'm going to go and give you an adjustment. That's one solution I've curated. But I've been doing a lot of study, a lot research, and we have supplements, and we've got these new protocols, and we've got biohacks, and we've got all these different things we can offer our clients when they come in." And the more valuable you are, the more likely they're going to keep coming to you, the more likely they're going to refer to you. And if you're someone who just gives an adjustment, okay. He gives a good adjustment. But if you come in and are a solutions curator, "We've got all these things. I can do testing. I can do this. I can do all these different things." Now you become unique. Now you decommoditize yourself. Now you become something special. And I think that's true, not just in my world where I'm becoming a solutions curator for you guys, not just in Chad's world where he's teaching chiropractors to do this, but for your business as well. Think about what you do through that lens, that you're no longer just, "I teach people, blah. I do, blah." No, no, no. The result people are looking for is this, and I curate solutions to help them to get that result. And it can be all sorts of things. We talked about this in the Econ versus Expert SmackDown. If you listened to that, it was like, you have to stop looking at... For that challenge we did, people were looking at themselves like, "Oh, I sell information products. Or I sell physical products." That's how people seem to categorize themselves a lot of times in our community. And it's like, no, no, no. You don't do either of those things. You have a dream customer that you've been called to serve, and your job now is to serve them. And that means in any way this can help them be sort of more successful. So it could be through physical products. It might be through digital products, through coaching, through supplements, through... There's a million different ways you can serve somebody. So when you start looking through your business of like, I'm in the business of serving my dream customer, I'm not in the business of doing whatever. That's when you start having these big breakthroughs. And I think it was powerful listening to how Chad's been coaching his doctors and helping them understand that, no. You're a solutions curator. Same thing. You've got a customer. They're coming in to you. Your job is to curate all the different solutions to help them have success, to be happier, to be whatever. And so the same thing's true for all of you guys. Think about your business through that lens. Who is your dream customer? What's the big result I think they're looking for or the big problem they're running away from? And then what are the things you can curate to help them have success inside of your world? And what's cool about it is this opens up all the other things. It opens up your value ladder, opens up different offers, upsells, downsells, cross-sells, backend sells, all those things start happening very, very easily when you start looking at what you do differently. And so as Chad would say, as he was telling me with his chiros, he's like, "You have to shift your identity from a chiropractor to a marketer to I'm a solutions curator. This is what I do. I curate solutions for my tribe, for my people." So hopefully that's been helpful for you guys, because I think a lot of times we get so stuck in, "I do this thing." And it's like, no, no, no. You don't do this thing. You serve this audience, and how can you do it? Well, I'm going to curate as many different solutions and opportunities and ways possible. In my world, think about all the things that we've curated for you guys. What I do is I help entrepreneurs. They're my dream customers. Help them build funnels, that's the end result of what I'm trying to do. But inside of that window, we've curated all sorts of stuff. We've got funnel scripts, which is a tool that helps write copy. We've got traffic secrets. We've got live events. We've got funnel hacking live. We've got all these different things we've curated together to help you have more success, make it simpler, to give you a community, to help your belief. I'm writing a book on personal development to help you with your mindset. Yeah, I think it's pretty cool. So you are a solutions curator. Look at it through that lens, and I think it'll change a lot of things for you. Thank you Chad, for developing that and thinking through it. And thank you all you guys for listening. I hope that you got some value from this. If you did, please rate and review. Let people know. Share this episode, on and on, whatever you can do. Obviously something that we share free of charge, the thoughts, the ideas, inside my head, and if you enjoy them, then pass them on. If you think I'm crazy, that's cool, too. Anyway, I appreciate you guys. Thanks so much for listening, and we'll talk to you all soon. Bye everybody.

In this episode, Russell and Alison answer the question "How do we get CERTAINTY as entrepreneurs?" Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: Hey, everybody. Welcome back to the Marketing Secrets podcast and we are getting to the end of the Q A's from the ECON versus experts smack down. They've been so much fun. I should do more Q A's. Do you guys enjoy these? If so, let me know and we can try to do more of these live. I was nervous about doing them and I had the time in my life doing them. So this next one is really good question. The question is how do we get certainty as entrepreneurs? Even us entrepreneurs or risk takers, right? By definition, we don't live in certainty. We are jumping off the cliff trying to go crazy and do these different things. But the certainty is also what gives you the ability to move forward and to be okay with the risking and trying. And so there's this yin yang between those two things, right? Certainty and risk and entrepreneurship and how do they all work together? And so this was from a young entrepreneur who had just dropped out of college and was taking the risk, but then like craving certainty and was like, "what do we do and how does it work?" And so I hope that this question helps any of you guys who are in that situation where you know to be a successful entrepreneur, you got to be a risk taker, but you also need certainty in your life. In between those two things, how do they all work together? So hope that this question helps you guys. And with that said, we'll key the theme song. When we get back we'll find out how to get certainty as an entrepreneur. Brent Coppieters: All right. This is from Pietro. And his question, "Is it normal to feel like you are you having too many callings in life? Being called out to serve too many different dream customers?" Alison Prince: Oh my gosh. Are you guys watching his face? Russell: Yeah, what up dude!? Brent: There he is. Russell: How are you doing? Alison: I've seen your comments come in like fire. So I'm so glad you got called to a hot seat. This is so fun. Russell: Can we turn his audio on? I want to hear him. Alison: I was so enthralled in watching him, I forgot what the question was. Brent: If he un-mute himself, we can do it. Russell: Yeah. Un-mute yourself we can hear you. Pietro: Oh My God. Guys. This is the second best day of my life. Alison: Wait, what's the first thing? Pietro: I'm so fired up! Russell: What was the best day of your life? Pietro: When I decided to drop out of uni. So university. And start my own business. Russell: Nice. Pietro: Six months ago. Not telling anyone to do that, but I'm proud of it. I'm just proud of it. Russell: That's awesome. So the question then is you feel like you're called to serve a whole bunch of people and you don't know which who to serve first. Is that the question? Pietro: Yeah, kind of. So the first part of the question is, how do we get certainty as entrepreneurs? I mean, we are risk takers and having certainty it's completely opposite. It's really hard. Especially for me dropping out, having everyone against me in this choice, but still being able to actually come up with something in a relatively short period of time. And yeah. I mean there's risk and there's certainty, but they don't go together. Russell: Yeah. So certainty doesn't come from, I'm going to be certain, Certainty comes from.... I'm a wrestler. So for me, certainty came from me stepping out on the mat, shaking the person's hand and going to war, over and over and over and over again. And guess what? First few times I got beat up, I got beat up. I got beat up. I got beat up and then I started getting better. I started getting better and then I won and then I went again. I want again. And then I lost again. And Certainty is crafted in the fire. Right? And so wanting to get certainty before you step into the fire is not going to happen. Cause you got to step out and be like that guy wants to kill me. I want to kill me. I step up to the mat and here we go. And you get the certainty by stepping into the fire, shaking hands, and going for it. And so, that's what's hard just because it's... There's a book in our church it's called Faith Precedes the Miracle, right? You want the miracle, but you can't wait until I'm going to get the miracle eventually, I know faith precedes the miracle. You got to have faith to take that step before the miracle shows up, before the certainty shows up. And so you have to go in there and it's hard because it's like, what's going to happen? What if I fail? What if I, what? And you might fail you, are probably going to fail. Most people fail the first and second and third, the fourth fail. Mine did. Right? But it's like, okay. I believe in the process. I believe in the path. I believe in my calling, therefore I'm going to step out there and I'm going to get beat up. And then I'm going to step out there again and get beat up. Step out there again and get beat up. And keep doing it over and over and over again until you start winning. And that's when certainty starts coming. That's when you start feeling comfortable and it keeps growing. Me seven years ago, I thought I had certainty, right? My very first Funnel Hacking Live I thought I had certainty, right? I look back now at that little kid who was like, what were you doing on stage teaching people about stuff? You were an idiot back then. Right? And so my certainty gets better and it gets better because I keep going into the fire and into the fire and it gets stronger and stronger and stronger. And so just knowing right now, six months ago, you probably have more certainty now than you did six months ago. Cause now you stepped out in there, right? Okay. In six months from now it's going to be better. Pietro: Yeah. Russell: It's going to be better. But it's just continuing to step into the fire. To go out there and go for the next match. The next opponent. The next person. And every time you do it, win, lose or draw. That's how you build and how you forge your certainty. Pietro: I bought "The Out within the Battle" book yesterday and I read it all. And I find myself going on the faith path. But having on my shoulder a shit ton load of fear and it's like, oh gosh! What am I going to do now? Russell: Yeah. Pietro: And What if I cannot pay the rent this month? And wow. Russell: Yeah. Okay. This is good. Yeah, because those are real fears. Yeah. I had a friend who was a chiropractor and he had spent his entire however many years going to chiropractic school. And then he opened a practice and he bought all the equipment and all this stuff. Right. And he started launching the practice and then nobody showed up. He kept trying and kept trying and trying. And over, I don't know, however many months. And then a year. It got worse and worse. The point where he was down to the bottom. And I still remember because it was 11 at night he called me, woke me up. He's like, "dude, I need some help." I'm like, wait. It's like my company's failing. I'm going to declare bankruptcy. And he's freaking out. He's say, come and help me. I need, I need one of your marketing secrets. And I was like, oh, okay. So I get up, I get my clothes on. I drive to his practice, we sit down and he tells me like all this stuff. And again, he's waiting for me to be like, here's the nugget. Send this email to your list and you will magically be rich. And I told him, dude, I got nothing for you except for this. What is the worst case scenario? Worst case happens, what is it? And he's like, I don't know. I'm like, you have to face that fear in the face and you have to become okay with it. If you can't become come okay with the worst case scenario, you're going to have it. And you know, the monkey on your back is there, but you try not to face it, but you always have this fear of it being there. And because of that, it's going to keep you from taking the steps you need to take. You got to be able to look at the worst case scenario and become completely okay with that. I said, so what's worst case scenario? He's like worst case scenario, I have to declare bankruptcy. I'm like, cool. And why would that be so bad? He's like, because then I lose my house. Okay. Then what would you move to? He's like another house. I'm like, okay. And then what would happen? "Well, my in-laws would think I was a failure to their daughter." I'm like, okay. Are you okay with that? "Well I guess that's okay." And then what else? So he lists out all the worst case scenario. So I'm like, okay. So if everything fails, that's what's going to happen. You're going to lose your house. You're going to have to move out. Your in-laws might think that you're a failure for a little bit, but then you have a chance to rebuild. Can you be okay with those things? And it took us a while util, he was like, "Okay. I think I can do that." And I said, okay, now you have the ability to move forward. And that was it. I left. The next day he came out and he's said, "I was able to now start making good decisions and step forward because if I fail, I was okay with that." And that's the key. It's interesting. Have you seen... Sorry, Batman reference. Have you seen the third of the Batman series where he's fighting Bane? So remember he breaks his back, puts him in this pit and he's down in the pit and he is getting the hill up and no one's ever escaped this pit. Right? It's like climb up this thing to get out of this pit. And it's almost impossible. And when they do is they tie rope around their waist and they go and they try to jump out of the cliff to get out. Right. And there're rumors that one person ever, ever escape from this pit. Right. And everyone talking about the rumors. And finally this old guy tells Batman's, the only person ever escaped from the pit was little kid. And they did it because they didn't put the rope around their waist. And so Batman and the guy said, the problem is that they have this rope around the waist and they're jumping, knowing , I've got this safety net, right. We talked about burning the bridges. I have rope, that's going to keep me here. And so they kept jumping, but because they have the rope, they know that they're going to okay. And they don't go hard enough. And so Batman decides, okay, I got to do this. He cuts the rope off, climbs up freestyle and then leaps. And this time he is like my life depends on this. I have nothing holding me back. I've got nothing. Worst case scenario, I'm dead and I'm okay with that. Let's go for it. And he jumps, catches the thing. Gets it out escapes. Saves the world saves Gotham and he's Batman. So, but the moral of that is, if we have this rope that's holding us back we're not going to take the leap we need to do. So we've got to stop look back and say, I'm okay with that. Okay. I've had three or four times in my business career that have been ups and downs. And when the downs are happening is when I started freezing up. And it was me getting very clear with myself saying, okay, worse case scenario that happens. Am I okay with that? Can I deal with that? If that happens, what's my life going to look like? When you look at it, it's actually not that bad. Yeah, it'll be annoying, embarrassing. But, it's really not that bad. I'm not dying. You're like okay, cool. I can deal with that. Okay. Now rope's gone. I can jump. And now you have a chance to do it. And maybe you do fail. Maybe you do go bankrupt. That's okay. It happens. That's the greatest thing about this country is the bankruptcy laws. The founding fathers, who I believe are inspired from God gave us these rules saying worst case scenario, you lose everything. It's not like you get thrown in jail for the rest of your life. You have a chance to reset and start over. Right. Most entrepreneurs I know who have been successful, have gone bankrupt. At least once, most of them multiple times. It's not the end of the world. So become okay with the worst case scenario and then go out there and live your calling, live your mission, jump without a rope and have some success. So, that would be my recommendation. I don't know if you want to add anything to that but. Pietro: That was awesome. Alison: Yeah. That was really, really good. One thing that I've seen entrepreneurs do and I do it all the time is, I think I need to be here, when I actually just need to take that first step. So you were talking about, you have a lot of different things that you want to do and you don't know what you want to do. So you're trying to figure out how to put them all into one thing and it's overwhelming. Right? I believe that God only gives me a half step. I don't even get a full step. I get a half step. He's just saying, will she take it? Will she take it? When I started e-commerce if I would've seen this big vision of me standing on stage with Russell Brunson, Russell: I don't want to do that Alison: I wouldn't have not started. Russell: I'm out. I'm out. Alison: Yeah. My brain could not handle that. So I wasn't given this big, huge dream. Mine was just a half step and a half step. And that helped me to create the clarity of where I needed to go. And as I look back over it, I'm so glad it was just given to me step by step. Half, step by half step. Because if I would've gone out sprinting and I'm sprinting in the wrong direction, that's a heck of a lot more of a boat change or a run change right, than if I just step into it a little bit at a time. And actually a lot of times I know entrepreneurs, they're just given a little bit, a little bit of faith. Are you going to take that faith? Are you going to take that faith? And then our mind just becomes more clear. Did you think that you'd ever be standing in front of 6,000 people on a stage? Russell: My goal wat to make a 1000 bucks a month. That was my entire goal getting started. If I made 1000 bucks a month, I can keep resting and then my wife can keep working. That was it. That was the grand vision. When I got started. Alison: Mine was $200 a day. Russell: Nice. Alison: I think a little bit more than yours. That was my vision. Russell: She's more aspirational than me, but yeah. Russell: Yeah. Alison: Does that help? Pietro: Yeah, guys, yeah. It's so much value here. I don't even know what to do with it right now. So I probably am going to watch this over and over and over and over again. And yeah, I love you guys. Thank you so much. Alison: I don't think you're going to be able to sleep tonight. Pietro: No, I didn't yesterday and for sure, I'm not going to tonight as well. So, Russell: So cool. This is the most, I don't know. It's funny. I remember going to conferences back in the day and I was in these rooms, that are stuffy rooms. And I'm the little kid in the back freaking out, "This is amazing!". Why are people not more excited? And so I remember I started doing this stuff I want to make business exciting, because it is. This is the coolest stuff in the world and a chance for me to talk about and play with it. But when all is said and done, I had this conversation last week with my team, we're sitting there, we're stressed about something and everything and I kind of stopped everyone for a minute. I said, you guys don't understand. This is just a game. We put on like this is life for death. Da,da,do... No, this is just a game. We're going to die eventually and right now we have this window of 10, 20, 30, 40 years, who knows how long? We're occupying brains and trying to make ourselves productive and help people along the way. This is just a game. None of it actually matters. So when you look at it from that point, this is the game I'm playing. I'm going to figure it out. It starts becoming more fun and more free as opposed to, "Oh, I got to figure this out!". And people get so rigid and stiff. And then they're too scared to do anything. No, look at it differently. And it becomes fun and it becomes exciting. And now it's not I tried something and I failed. It's I tried something and I learned. Alison: Yeah. Russell: Right. I remember I had this call with Tom Bilyeu. Tom is one of the most brilliant people I've ever met. We were talking about identities. And he said, that all of us have an identity and a lot of times we have to shift our identity, right? When you guys come into our world, we try to shift our identity to become a funnel hacker and entrepreneur. He said, sometimes we create identities for ourself that are very, very limiting right? Where you might have an identity, "I'm a world class wrestler." "I'm the best entrepreneur in the world." This is the identity that I have. But then what happens is you create that identity and you hit it and something fails. All of a sudden, you think, oh my gosh, I'm a failure because I didn't live up to my identity. And Tom, so smart. He said of all the identities you can have. There's one identity that trumps all the others. And he said, this is my identity. Because I take on the identity of the learner. He's said as the learner, you can't mess up. Because if I fail, I learned. If I succeed, I learned. No matter what happens as a learner. I have this ability to keep moving forward in life, through all the ups and the downs, because my identity is, I'm a learner. So I'm looking for the learner. I'm looking for the learning and failing, looking for success, looking for everything. And that way, I never feel like a failure because I'm always learning. And I was like, oh my gosh, that's such a cool, mind hack of like, how do I shift my identity to I'm a learner. And you guys are obviously learners, you're here. But this is the path and the process. That's the key, the identity that trumps all others is the learner. So anyway, I thought it was a cool nugget from Tom that I keep thinking about it my head over and over and over again, because I get in the thinking sometimes where I'm this and this and then something happens and when you think that you're whatever and you fail. For me a long time I thought, "I'm going to be an Olympic wrestler." That was my goal and when I didn't hit it, I thought, oh my gosh, I failed. I'm a failure. And all of a sudden the darkness that comes with that is unbearable. Right? Because, I spent my whole life on this mission and I failed. And it's just coming back to shifting to, I'm going to be the learner and man that opens up everything. And anyways, it's pretty powerful. Alison: And don't you think if you just sat with that thought on your own, it would've destroyed you. But because of the community that you have around you, what you've built around you they're like dude, Russell, no! Look at all this stuff, right? Russell: Yeah. Alison: We are meant to be in a community. We are meant to support each other. The lone world is, I don't want to be alone. There's a reason why we love talking to each other where we connect with certain people. It's because we lift each other up in the darkest moments and then we get to celebrate the heck out of each other at our highest moments. And Russ and I were talking about this, we talk about this all the time, but when we hit these amazing successes, I'll say Russel, blah blah blah! And he says that's so cool. But if I go tell some of my friends who don't understand the business world, they don't understand what we've gone through. And it's not so much a celebration. I love when I get to celebrate with Russell. I love to hear when our students succeed. That's so fun. We just forget to celebrate along the way. And that's something that we really... Come on, share your celebrations. Russell: Yeah, that was one of the weirdest things that I found when I got into this business, starting success. I thought that as I had more success, everyone was going to celebrate that in personal life and it's the opposite. Alison: Yep. Russell: I'd have success and I'd go tell my friends and my family who around me. And they would say, ah. Cause for them, you're growing, you're changing, you're evolving. And they say, ah! Stay back here. They don't do it consciously. I don't think they do it viciously. But man, they say things. They throw things out where it feels uncomfortable for them to see you grow. And that's why I think one of the big reasons why I would say entrepreneurship is the loneliest job in the world. Cause most of us , unless you're in a family of entrepreneur is different. But if you're not, usually it's probably just you. For me, it was just me. My wife wasn't an entrepreneur. People around me weren't. It was me on my wife and I's first little apartment on a computer by myself. I had this vision, I had this dream and it wasn't until I got into a community of other people, oh my gosh, first off, I'm not weird. Like there's other people like me. But second off, when I had successes, none of them, there wasn't ever that weirdness, it was always, oh my gosh, that's so cool. Cause it was inspiring, they wanted to keep moving up with it. And I think that's one of the biggest things. Just understanding that getting around the right people, it shifts your mindset, shifts your beliefs, gets you the permission to celebrate. We're now having these successes, isn't a bad thing. It's not weird. Instead, it's yes, this is good. These are good positive things. And so my goal is to get you guys to plug into this campfire as much as you can, right. Stay around where it's warm. Everyone's in here. This is a community that's amazing. And so we've tried to build that again. The Funnel Hacker community is amazing. It's a huge community. But, there're different levels of it, right? There's all these funnel hackers in the world. Then every year, there's about 6,000 that come to Funnel Hacking Live. That circles smaller and it's an amazing community. And inside of that, there's about 600 that join 2CCX. And that circle's smaller and we're tighter with them. Inside that there's about 100 inner circle. And from that, there's 15 inside of Category Kings. And so as you get closer and closer, the groups are smaller. They're more intimate. People that are more crazy. We call this program, the one percent crazy. Alison: Yeah. Russell: Because they're little crazy. You're going after things that don't make any sense to the rest of the world. Right. But you believe in them. We believe in them and that's the power. So, getting in those communities, you have a chance to be around the people at each step, right? You ever have conversations with people who are at the same level as you? Again, every level of the conversations are different, right? 2CCX are certain conversations. When you graduate from that you get to Comma Club level. Where now moving into inner circle, which there're different conversations we're having because we're different problems, different things. Every opportunity you have creates new problems. And so right now you guys are in a spot where this is the program you need. This is the thing that's going to get you to that next step, to the next tier. It's going to give you the people, the coaches, the mentor, the direction to get you to the next step of the process. I'm excited for you guys.

In this episode, Russell and Alison answer the question "Is my value ladder backwards?" Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: What's up, everybody? This is Russell. Welcome back to the Marketing Secrets podcast. We've got some more Q&As from the Ecomm Vs Expert Smackdown. You guys have really been enjoying it. I've got a lot of really good feedback. So, we got a couple more before the series is over, but this next one is a really good question. Is my value ladder backwards? Some people come in this world and they start with high-ticket coaching or something really expensive, and they read Dotcom Seekers and they're freaked out because they're like, "I don't have a value ladder. I have nothing on the front end of the..." It's interesting because for me the value ladder is my business model, like here's the plan, here's where I'm going. Eventually, I'm going to bring people in and move them through this whole thing, but the fear I've always had teaching the value ladder is that one of two things happen. Number one is that people try to build everything on the value ladder before they launch their business, and that's not the plan. That's number one, is they're trying to get everything done before they get started. Then the second problem people have is they think that, "Okay, that means I have to start from the bottom of the value ladder," and for me the bottom of my value ladder is what, are my books. Now, all things I've ever created, I think that's the hardest and takes the most time and energy and effort, are my books. Yet they're things that cost the least amount of money. So, I could spend three years writing a book, try to launch it, and make no money at all, or you can start higher up the value ladder. In fact, most people I recommend starting in the middle of the value ladder or the back of the value ladder. Some people I say, "We should start with a webinar," or, "We should start with a high-ticket thing," or something because usually, it's easier to do that, make more money, and then as you start scaling, that's when you start moving down the value ladder to go to colder and colder audiences. So, anyway, I talk about that and other stuff in this question, and I think it'll be helpful for any of you guys who are wondering about that. We went off on a couple other tangents, fun directions and things, but I think you'll enjoy this one, especially for those who are wondering, "Where do I start? Do I need a value ladder? Am I going to create one? Where does this fit? God, what do I do first and second and third?" So, I hope this episode's great for you. We're going to cue the theme song. When with come back, we're going to dive into is my value ladder backwards. Brent Coppieters: Next question from Li-Sann Mullings, I hope I pronounced her name right. She says, "I feel I built my business backwards when it comes to the value ladder. It starts with the high-ticket coaching. I have courses and other products, et cetera. What's the best vehicle slash approach to get these out in a ClickFunnels world?" Russell: Very cool. Great to meet you. How you doing? Li-Sann Mullings: Hi. Thank you. Russell Brunson: Yeah. So, one thing, actually, I want to... So, this is the pros and cons of the Dotcom Secrets book. I teach people this concept, the value ladder, and a couple things you have. One is that people go in and they try to build every single tier of the value ladder before they launch their business. It's like, no, the value ladder's like your business plan. Where are we going? The second thing is people always think you have to start at the very bottom tier of the value ladder. For me, the bottom tier of the value ladder is my books. My books, of all things I've ever created, have been the hardest to create. So, if I would've started with the book, it would've taken me 10 years before I sold anything. Eileen Wilder spoke at Funnel Hacking Live, and she said basically, she did it backwards, like, "I started with the high ticket. I made a bunch of money off high ticket, and then from there I was able to invest in the lower ticket and moving things down." I actually do think for most people I coach that is a better strategy, is to start with the high ticket, because you're able to get more money. It's easier to break even on ad spend and things like that. In Eileen's presentation at Funnel Hacking Live, she actually shared Elon Musk's business model. She was like, "When Elon Musk first launched the Tesla, he didn't launch the $30,000 Tesla and then move up to the 80 and then 100. The first one he launched was the $200,000 pimped out, super expensive, awesome Tesla, and he did that, launched it out there, got all the cash, and then from there was able to create the next tier and the next tier and the next tier. But he led with high ticket as well." So, I'm actually a big proponent of, especially in the extra business, to lead with high ticket, so you can do a webinar or high-ticket sales because it's the fastest way to get money, and then from there you can reinvest and build the lower-ticket funnels. Does that help a little bit? Li-Sann Mullings: Yeah. That's really helpful, Russell, because to be honest with you, I have a really thriving high-ticket coaching practice, and I'm really burnt out. I'm passionate about what I do. I have the best gig in the whole world, and to be honest with you, when I started pivoting, I found ClickFunnels, and one of my dreams was to say thank you to you in person. Russell Brunson: Oh, wow. Li-Sann Mullings: You're looking at someone who I called my son in a college class to ask him how to get my iPod to work a few years ago, and now I build funnels. I love building them. My magical child is so happy. I don't have to call anyone when I have an idea at midnight. So, you really saved my life. I just really want to- Russell Brunson: Oh, man. Li-Sann Mullings: ... say that to you. My son, he's 23 now, and he's so tickled that I'm a funnel hacker. He's like, "Who is this Russell Brunson guy?" To get his mom to be happy just sitting there, making funnels and changing my stuff, he thinks you're like God. You're so talented. So, my very first funnel that I built about three months ago, I ran a three-day challenge with it, $37. I did the order bump, and I made a little under $1,000 on that funnel, which was great for me because typically, I teach them for free and I never make any money, and my offer is screwed up because I don't know how to sell group programs, so I guess I have a lot of assets. I have a lot of creatives. I've done this for so long now that I've always worked with these frameworks, but I call them roadmaps. They're actually a signature collection of roadmaps, and- Russell Brunson: Awesome. Li-Sann Mullings: So, for me, it's really trying to understand how to scale down as far as the ladder in order to leverage, and I'm not quite sure... What would you advise me to do? Russell Brunson: Because right now you're doing all coaching one-on-one, right? Li-Sann Mullings: Hmm? Russell Brunson: Because I know all your coaching's one-on-one right now, right? Is that the- Li-Sann Mullings: All my coaching is one-on-one, and they're successful women entrepreneurs who are... I call it, how you say in your books, and I have them, they're right here, that you teach people how to make their funnels work, I teach people how to make their life work. Russell Brunson: That's awesome. Li-Sann Mullings: The people who positive thinking has failed them, they can't break through mindset stuff on their own, because they're all these deep core wounded, so I'm like the “woo” person, and I'm a healer, a shaman, a spiritual coach, and I go deep and find what's blocking them, not just the frivolous, "Oh, just break through your limitations." Russell Brunson: Yeah. Li-Sann Mullings: So, I have a really thriving practice that way for 20 years, but I'm really burnt out, and I really am called to have my things go out to more people in a bigger way. My guides, the father, God, has shared with me that these pathways that I've built, frameworks, for years, are meant to serve in a bigger way. So, I just really am so stuck as far as where to start. Russell Brunson: Well, one thing, as a funnel hacker, you should be able to watch... Hopefully, you've been paying attention to what we've been doing. If you've noticed, Two Comma Club, my coaching program, is a group coaching program. There was a time when Alison, you were in Inner Circle. I was the only one doing all the coaching one-on-one by myself, and same thing. I got to the point where I was like, "I can't. All this is getting too heavy." So, we launched Two Comma Club X program, but what we did, if you look strategically, I was like, "Who are people I've served that have had success?" Alison's one of them. A lot of the other coaches, the people that are the coaches and the mentors in groups are people who I've had a chance to work with who understand my systems and my processes, and now the group coaching works where I can come in, and Alison and I can do group coaching like this, but then our coaches are the teachers' aides who are able to go deep specifically with somebody and go deeper and one-on-one with their core issues and things. Right? Li-Sann Mullings: Yeah. Russell Brunson: If they get stuck, they can come back to us and we can help them get through it, but that way it takes some of the one-on-one pressure off of your shoulders. So, I'd be curious, for the 20 years doing it, I'm sure that you've helped a lot of people who are fascinated by this… Li-Sann Mullings: Oh, my god. Russell Brunson: ... process, and have probably tried to learn that stuff. Li-Sann Mullings: Yeah. Russell Brunson: Imagine if you took a group of four or five of them and certified them or trained them to work underneath you, to do your processes on somebody else. Right? Li-Sann Mullings: Yeah. They could do a certain level of my roadmaps because there's a chemical... This signature system that I work with has these different pillars, and then that first pillar is breaking through awareness, elevating awareness, the clarity blockers, and on and on and on. So, yeah, they could do that, but the other pieces really requires that you're a shaman and you're a healer and you're a multidimensional child. So, it takes me into those places that- Russell Brunson: So, that's the same thing for me. So, let's look at my program, Two Comma Club X. This is where Alison and I are in group, and we have coaches and mentors that do everything, and they get people to a certain level. My goal in that program is get people to Two Comma Club. When they get to Two Comma Club, then they graduate and they have a chance to be invited to my Inner Circle, and my Inner Circle is also a group program. Right? Li-Sann Mullings: Yeah. Russell Brunson: The first tier of the Inner Circle, and then inside that group, they have to pass $10 million in sales. Then they come up to my inner, called the Category Kings, and there is me one-on-one with them. So, they work up towards me. So, they get the first level of stuff. You get the first set of skillsets where you guys get Two Comma Club, boom, make them Inner Circle. Now we're in a smaller group. I'm still facilitating this in a smaller group. We're having different conversations that are... Because you've already solved other conversations like, what am I selling, how am I selling it? That's to figure out Two Comma Club X. Now it's like, "Hey, now I've got a business. How do I scale? How do I hire teams? How do I get employees? How do I figure out my operating procedures?" All this stuff that people need from a million to 10 million, that happens in Inner Circle, and then Category Kings is like, "I'm trying to change the world. How do we do that?" and now I'm one-on-one with them. It's me and them and nobody else because that's where I touch in. Right? Li-Sann Mullings: Uh-huh (affirmative). Russell Brunson: So, for you it's looking at the same thing. What's the levels? How does it work? Dan Kennedy used to tell me this all the time. He's like, "You got to look at yourself like you're the guru on the mountain, and people are trying to come to you, but what are the things that could happen at this steps and each step as they get higher on the mountain or higher up the value ladder?" They get more and more access to you. Right? Li-Sann Mullings: Okay. Russell Brunson: So, that's looking at it from that standpoint. Li-Sann Mullings: That's so helpful. Russell Brunson: Yeah. Li-Sann Mullings: So, within the ClickFunnels community, as far as training and where to, where would be... Is this a program then that I would come into to get, say, my trainings out as home study courses? Because I have so many of those written based on the work I've done for 20 years, and I know these systems work. Russell Brunson: I think for you there's two things. Number one, by you coming to Two Comma Club X program you have a chance to see where you're trying to model. You're going to see, okay, here's how Russell structure the thing. In fact, Darrell E. signed up for our Inner Circle, made $50,000, and he came the first time, was like, "I'm only here because I have my own coaching program. I'm trying to figure out how you run yours because it's so efficient." So, he came in just to model it. So, part of it for you is coming in to model, like, "Okay. How did Russell structure this? How are the momentum coaches? How's the performance?" Look at the structure because this isn't something we just made up. This is 20 years of trial and error back and forth, and all the stuff Alison brought to make it where it's a process that we can systematically start pumping out Two Comma Club winners because we know the process. Looking at that, and how you model that for what you're doing, and then secondarily, yes, on the expert track we go into building home study courses and trainings and coaching, all those kind of things. So, you also get the actual helping you take the things in your head and developing them into the products, the courses, all the things you need for the programs as well. Alison Prince: That was so much fun. How are you feeling? You feel good? Li-Sann Mullings: I really feel good about this, and I do have physical products too, but... Alison Prince: Okay. Let's do this first, then we'll do physical later. Li-Sann Mullings: Yeah. The expert is my heart, so- Russell Brunson: So cool. Li-Sann Mullings: ... the products are great, but that's my baby steps in. Russell Brunson: Yeah. Alison Prince: Love it. Love it. Li-Sann Mullings: Yeah. Russell Brunson: So great to meet you, excited for you. This is awesome. Li-Sann Mullings: I am really. Thank you so much. Russell Brunson: Thank you, too. Li-Sann Mullings: Thank you again, Russell, and thank you Alison. What a beautiful two days. Russell Brunson: Thank you. She's awesome. Alison Prince: That was fun. Okay. One thing that I've done over the last five years... I know everybody says, "Do what Russell says." I also do what Russell does. I'm watching the magician not just do the trick, but I'm watching his hands. What's he doing? How's he doing this? How's he setting up this? How's he not in a closet eating Milk Duds and hiding? Russell Brunson: Crying every night. Alison Prince: Yeah. So, I do. I watch what he does, and why I joined the Inner Circle, honestly, because I was like, "How did he do that?" When I'm listening to him up on stage I'm like, "How did he do that, and how did he break that down, and how'd he get me to say, 'Here, take my money'?" You said I was a coupon fanatic, and for me, pulling out that money, to say, "Here's $25,000," I was like, "I need to learn that skill. I need to be closer to him, and I've got to figure this out." Russell Brunson: Yeah. Alison Prince: So, watch the magician's hands. Watch what we do, and don't steal our ideas. Don't copy and paste our copy. We've had that happen a lot of the times. Russell Brunson: Too much. Alison Prince: Yeah. Russell Brunson: Model it. Alison Prince: Just model it. Let us be your inspiration to it. Russell Brunson: Yeah. This just popped in my head, so I'm going to share it, but the very first Funnel Hacking Live ever in Vegas was in 2015. The first FHL ever, we had 600 people in the audience, so I was like, "I can't believe 600 people are coming to hear us talk about funnels, for crying out loud." It was amazing. But I remember two of my friends, they weren't my friends at the time, I didn't know them, but they came, Justin and Tara Williams, and they came and they come to Funnel Hacking Live like, "We know Russell's going to try to sell something. We can't do it." So, they literally put their wallets in the hotel room and like, "We're not bring out wallets down because we don't want anything. Russell's not going to sell us stuff." So, they did that. They came down, and sure enough, after day two I made a presentation, I made an offer, and they were like, "Okay, go up to the hotel room." So, Justin ran up, grabbed the credit card, came down, spent $25,000 and joined the program. I remember the very first meeting we had with him and his wife, and they're to this day some of my favorite people I've ever met, and they're sitting in a room and they're like... They had a business teaching people real estate, and they're like, they're struggling, they're frustrated. They had tried this and this. Nothing was really working. They had some success, but nothing exciting. I was like, "You know what you guys should do, is you should launch a $25,000 coaching program," and they're like, "People are not going to pay $25,000 to come and learn from us." I was like, "You literally paid $25,000 to learn funnels from someone who looks like me. I look like I'm 11 years old," and they're like, "That's true." I said, "The fact that you spent $25,000, now you have permission to ask other people for $25,000." They're like, "You're right," and I said, "Okay, guess what you're doing tonight." They're like, "What?" I'm like, "You're going to email your list," and it wasn't a very big list, and I'm like, "And you're going to tell them you're launching a $25,000 coaching program, and you're going to see how many people say yes." All the nerves and the fear and everything, I'm like, "Tomorrow morning we're going to hold you accountable," and they're like, "Okay." So, that night they went to the hotel room, they freaked out for like two hours, they finally hashtag did what Russell said, sent an email to the list, and they didn't do a sales call or a phone or a stack or an event or anything. They just said, "Hey, list, we're going to do this program," and the next morning they came back, and they're like, "You have no idea what just happened." They said, "We had," I think it was 14 or 15 people, "just sent us $25,000 over the night." Alison Prince: Wow. Russell Brunson: I said, "That was one thing to get you outside your comfort zone," but it 15Xed his payment in the first day, and the reason is because they start thinking bigger. When Dean Graziosi came out, Dean Graziosi and Joe Polish came out with a $100,000 mastermind group, and Dean... It was the event where they were going to sell it, and it was the night before. He's like, "Hey, we're thinking about launching this $100,000 group. What do you think?" I literally pulled out my credit card. I said, "I'm in." He was like, "What?" I'm like, "I'm in." I'm like, "I want to be the very first person." He's like, "Are you serious?" I'm like, "Run my card right now." So, he went and ran my card and put it back in, and later he asked me, he was like, "Why did you... I didn't pitch you or anything." I said, "Because someday I want to launch a 100,000 mastermind group, and I can't charge someone $100,000 if I've never invested that in myself? How can I be congruent with that in any way, any stretch of the imagination?" Then this year, some of you guys know I launched the Category Kings, which is $150,000 a year to be part of this group, and I was so scared, I freaked out. I sent an email to 200 people who I thought would be qualified, and there were only 15 spots, and the 15 spots were gone in 24 hours. If I had not invested that stuff in myself, I would not have had the guts to ask somebody else to invest it in them either. So, this is a big part of it as well, especially on the expert side, is you guys are trying to become experts and lead things like... You want your people to invest money in you. If you're not investing in yourself, there's no way it's going to happen. Okay? Myron Golden said this best. He says, "You don't attract who you want. You attract who you are," which is really interesting, because it's little, "Oh, I want people that are the best buyers, the highest ticket," da, da, da, da. I say, "No, no, no. You're not going to attract who you want. You're going to attract who you are." That's one of the most fascinating things about the Funnel Hacker community. People always come like, "How did you build this community?" I'm like, "Because people are attracted to us. You attract people that are similar to you. So, if you're a good person, you're going to get good people to come to you. If you're a sleazy salesperson, you have sleazy salespeople who are going to show up." So, you attract not who you want, but who you are. So, who are you, the kind of person that invests in yourself? If so, you're going to attract people that invests in themselves. If not, it's going to be hard. So, just putting that out there as well to think through because half of this is investing in yourself, half of it's modeling, half of it's looking at these things, but all the pieces together is what creates this amazing environment and community that gives you the success you need. So, I'm only in dotcom. Alison Prince: Can we have a mic drop? That was so good. Did you guys just have so many ahas there? This is why we want to be around Russell. This is why we want to be in this group, is to be able to break through and say, "Oh, that's right. I can invest in me, because if I'm not willing to invest in me, who else is going to be?" I just love how you brought that up. Absolutely, absolutely. Russell Brunson: Cool. Alison Prince: Doesn't the cart close soon? Russell Brunson: Yes. So, we are actually... So, Alison and I have another 37 minutes that we are doing hot seats, and then I've got to race to my kid's wrestling match tonight, so I'm out of here, and we're going to have a 30-minute countdown clock. When it ends, that means... What is it? Basically, 1:00 Mountain Time with 3:00 East Coast, I think, ish, is when the cart closes because we have to get everything set up because Monday, the program starts, and so you guys have less than hour, about actually an hour- Alison Prince: Hour and six minutes. Russell Brunson: ... and six minutes and 39 seconds to make your final decision if you're in or not, and I hope you guys come in. I know that it's a scary thing, but we're here to catch you and to take you and to guide you, and like we said before, if you come in and you're like, "Oh, it's not a fit for me," we don't need your money. We'll give it back. But if you take that leap of faith, and I know it's scary and nervous and all those kind of things, just know that this is not our first rodeo. We've done this for a long time, and you're in a spot that's safe with other people who are like you, who think like you, who dream like you, even if it's hard, because the people in your existing world will be like, "You're crazy." Hopefully, it's comforting to know that all the people in my existing world when I started thought I was crazy. When I wrote Dan Kennedy a check for $18,000 to go fly to Baltimore three times a year to not hang out with Dan Kennedy, all my friends thought I was insane. My wife, I didn't actually tell her because she would've thought I was insane and I didn't want her to leave me. I've had counseling since then to understand how a marriage is supposed to work, so now she would've known ahead of time, but she didn't because I was too scared to tell her. So, I get it. I understand those fears, but man, that leap of faith, you just feel like it's like stepping into the darkness. You're like, "There's fog and darkness. I don't see anything. I think there's something there," but you take that step of faith decision, get there, the way gets lighted a little further. You're like, "Oh, it's there," and you take the next step leap of faith, and it gets actually a little further, and you don't know where you're going until you just keep going, and eventually you're like, "Oh, my gosh. I made it," like, "Oh, there's the path. I hadn't seen the path, but Russell and Alison have been on the path. They told me the path was there, and then sure enough, the path was there. It wasn't that bad." So, I just recommend you guys take that leap of faith. You've been here for two days. You obviously are looking for something. You feel called. You feel that feeling, and maybe you're nervous. I get it, but man, I just want you to know we're here to catch you and to take you on this journey because it's a life-changing journey. Your life will never be the same. Alison Prince: Absolutely, absolutely. Christopher just joined. Christopher, I'm so excited for you. Russell Brunson: Welcome, Christopher. Alison Prince: I wonder which track he's going on. Russell Brunson: Oh, Christopher? Expert. Come on. Alison Prince: Ecomm. Russell Brunson: All right. Okay. Brent, what's up next? Brent Coppieters: Okay. Well, this has been just fricken amazing. So, we have two questions, a couple things, two questions, but I think, Russell, I just wanted to highlight something you mentioned, the access. You talked about stepping up on the mountain and getting greater access, and something that I think I want everybody who's listening to know is not only great community, not only amazing coaches, obviously, with you two and our performance coaches and momentum coaches, and all the other things, but we've got live event access as well. You'll never have an experience where you're snorkeling, you look over and there's Alison and Russell snorkeling with you. We've done the cruises. We've done cruises. This year, in a month-and-a-half, six weeks, we're headed to Mexico, and so 2CCX members are invited to attend those events. Unlock the Secrets, which is a family event, will be in Phoenix in June, which is amazing, and of course, Funnel Hacking Live, you get early access. You come to Funnel Hacking Live, you get in the room, for the best seats in the house before everybody else. Alison Prince: That's so worth it right there. Russell Brunson: On top of that, last year at Orlando we rented out Harry Potter Land, and all the 2CCX members came to that, which was at Hogwarts. Alison Prince: Yes. Russell Brunson: We rented Hogwarts, so we had the whole park to ourselves all night long. We rode rides. We drank Butterbeer. It was insane, and that was just for 2CCXers, and you hung out with my wife, my kids, and us. Yeah. You get a different level of access. You get to hang out, and it's special. It's really fun, and Hogwarts was so cool. Alison Prince: It was unbelievable. I remember coming up to you after and I'm like, "Russell, you know you don't have to do this," and he's like, "But I can," and I love how he- Russell Brunson: It was so cool. Alison Prince: ... spoils all the people in his community. It's really inspirational to see, and I actually think the whole thing, do what Russell does, I think it's the ripple effect. We want you to spoil your customers. We want you to give them the best of the best out there, and who do we learn it from? We learn it from what Russell does. Then when I was shipping e-commerce, I always wanted to make my packages feel like they came from a best friends, and so I packaged a little bit differently, and we just build these relationships because we know about humans, and we understand how they work, and we want you guys out there serving the world, making a difference. Russell Brunson: So cool.

In this episode, Russell and Alison answer the question "How long do you stick with a product that's not working?". Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: Hey, good morning. Welcome back, everybody. We've got some more Q and A's from the e-com versus experts Smackdown today for the marketing speakers podcast. And today's question is one; I think a lot of you guys are probably wondering. My guess is if you created a product and you're trying to sell it, and no one's buying, when do you quit? We're always talking about don't be a quitter, but is there a time to quit? Is there a time to keep going? How does it work? The question is, how long do you stick with a product that's not working before you pivot and try something different? This is a great question from the Smackdown. I think you guys will enjoy the answer, and hopefully, you'll learn a ton from both Allison and I. So with that said, I'm queuing up the theme song, and then we come back. You're going to find out how long do you actually stick with a product that's not working? And if it's not working, do you just give up? Or if there're other things you can do, like maybe I'm close, maybe like an inch away from success. So that's what this episode and this question is all about. I hope you enjoy it and I will see you guys soon. Brent Coppieters: All right. The next question is from Denise Smith; she says, how long should I stick with a product or strategy that is not working before I should pivot to a different product? What are some things you do when a product isn't working for you before you move on? Russell: Ooh, that's a really good question. Alison Prince: So good. Russell: That's a good one. I'll give some of my thoughts, and then I'm going to open until I find out more of what your product is, but there's two sides of this. I've seen people who have a product they wanted to create. They were passionate about it, they were obsessed with it, and then they created it, and it wasn't what the market wanted. And they kept trying and trying and trying to the point where they ended up losing everything. I literally had a friend when I first got started, he'd written this ebook, and it wasn't a very good ebook, and the topic wasn't good. He spent two years trying to sell it, and I asked him, why don't you just try to try something else? And he's like, I invested so much time and energy into this, I can't try anything else. And he never made success, and I haven't seen him now in a decade and a half. But there's the other side too, where ClickFunnels like we built ClickFunnels. We launched it, and it was like crickets. Then I did it again and again, I spent… three or four, the sixth time is when it caught and started taking off. So there's kind of like that fine line of is this thing a dud? Marlon Sanders, if you guys know Marlin, he's one of the original OG's; he had a whole presentation. He did one time about dead ducks don't quack. He's like if you have a dead duck, it doesn't quack. You need to let it go. But you have to find out, is it a dead duck? Or is it just a duck that hasn't learned how to quack yet? So that's the question; I'd be curious to know, I don't know if you want to add anything to it, but I'm curious to know what the product is and where you are on the timeline because that might help us to give you very specific big feedback as opposed to. Denise Smith: I switched products, and I'm a big geek here. I switched products because I spent a year and a half doing exactly what your friend did. I put something out in the market I thought young people would need. It was, are you ready to be an entrepreneur? Millennials don't want us to tell them how to get organized. I kept saying they need it, and my husband kept saying, but they don't want help, but they need it. I spent so much time, and that was my problem is I spent a lot of time and energy there and a lot of money. I have now pivoted; I've started actually completely. I've gone into the health system like Tracy did this morning. I'm going in, and I'm now teaching because my real passion is teaching women my age, post-menopausal women, how to lose weight, the healthy way without all the crazy diets, and everything else. That's where my passion is. My question is, I have that, and I will continuously show up on that because I'm crazy. But as I have products how long would I... And I'm just building it; I just started this week. If I put a cookbook out there, how long do I try to keep selling the cookbook before I just say, wow, no one wants this. And obviously, this time, I'm going to use the ask method. I'm asking before I just do. But, so that's my thing is how long do you keep not necessarily the overall program, but products within the program if they don't work? And by the way, my husband, I'm just going to be a geek here. I was trying to figure it out. My husband's like, you always say do what Russell says, so ask Russell. He don't mind, ask him. Alison: And here you go. Russell: I love it. One thing to think about, too, is you said the product didn't work, but the interesting thing is the product actually is fine. It's the positioning of the product. If you were to go back to that first business, my guess is you were trying to sell them what they needed but not what they wanted. I was the same thing with ClickFunnels. I was trying to sell initially, like what they need, like you guys need this, but that wasn't the messaging they wanted. I had to position it differently for them to be like, oh, I want that. But it wasn't me changing the entire product; it was changing the positioning. I've had multiple products where I've launched, and it bombed. In fact, David Fry is a close friend of mine. He had a very interesting one. He had; it was actually a similar market he was trying to teach students how to get good grades, like getting into good colleges. He tried targeting students forever and messaging them towards students. And for years tried and finally just about to give up on it, and then he realized he's like the kids aren't the ones who care about getting good grades and going to college; it's the parents. So he took the same product; he didn't change the product at all; he just changed the sales letter, the messaging from, Hey, as a kid, you can get good grades to Hey, how would you like your kid to get better grades? How would you like your kid, and he started speaking the whole copy spoke to the parents and how this thing was going to help. He shifted that, shifted the ad, shifted the targeting, and boom, the whole thing blew up. A lot of times, the product doesn't have to restart; it's just the positioning. How do we position this? If you think about this the way even this program, there's things people want, but there's also things you need. And so it's we talk about the things that you guys want, but then we're fulfilling also. We give you the stuff you want, but we're also giving you stuff that you need. It's like your parents used to give you ice cream if you eat your vegetables, or whatever. And so marketing is all about that. We want to deliver exactly what people need because we're educators; we're trainers like we love that. But what do they want? We got to sugar coat it and position it in a way it shows off with the parts that they want. Then we can give them what they want, but then really serve with what they actually need. It's fascinating, does this program 2CCX alone? It's yes, everyone wants the funnel that's going to hit in the market but what most people actually need is the mindset stuff. So we're giving what you guys want. You're going to come in, you're going to learn funnels, and we're going to do challenge funnels, econ funnels. But man, we have momentum coaches because what you actually need is this. That's what people actually are keeping away. So we're sugar coating, and we're positioning in a way that we can get people in. That'd be my take on the old business. If that one's done, I'm fine with that you moving on to this other one, but just the same thing's going to be true with this one is understanding that Hey, because you're going to be passionate about this. This is all the stuff you need, like, you need to go on a diet, and no one wants to go on a diet. You got to eat healthily, and no one wants to eat healthily. So it's like, Hey, how do we position this in a way that's exciting? Like this is what they actually are wanting. And then we can still give them everything they need, but we're positioning in a way that gets them excited to want to go and buy. Otherwise, they're not going to buy them. Alison: Did you guys just see what happened there? I was looking on the outsider. You have this amazing product. We saw it, we see it. And you're like, I'm just ready to trash it, and Russell's like, no, just tweak it a little bit. Instead of selling to the millennials or the kids or whatever, just sell to the parents. Just a little tweak, all this hard work that you've done, all the money that you've spent. That's awesome. You just switch it just a little bit. Denise: I'll do that. Alison: That's what happens in these hot seats in the 2CCX program. And some people are just like, ah, I spent all of this money, I can't do this anymore, and they want to ditch it. And I'm like no, that's still really good. You just have to change the positioning of who you're selling it to. Russell: Yeah. Alison: That was fun. Denise: I'm going to do both. Russell: Awesome. Alison: Thank you and tell your husband, hi. Denise: I will. Brent: Very cool. Oh, so good. Awesome. Russell: These are fun. Alison: I know, right. Russell: From now on, we're doing hot seats every day for the rest of our lives; this is way better than anything else; it was awesome.

In another episode from the recent "Ecomm Vs Expert Smackdown" event, Russell and Alison discuss the importance of selling your vision and how doing that will actually sell your product. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Coming Soon...

In this episode from the recent "Ecomm Vs Expert Smackdown" event, Russell and Alison answer a question about how to balance family and business in your life. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: Hey, what's up everybody? We're back to Q&A's here on the Marketing Seekers podcast. The question for today's episode, again, came from the Ecomm versus Expert Smackdown with Alison Prince and I. And during that event, we opened it up for questions and you guys asked them and we gave answers. So this next one was about how do you make time for, if you have a busy life, like how many of you guys have a busy life? You got family, you got work, you got all these things. How do you do business and family and church and all the things? How do you juggle all the things and don't go crazy? So that is the question for today. And both Alison and I tag team this one to give you guys some answers that hopefully will help. Again, they're not something that we're flawless at or perfect. I'm definitely not, maybe Alison is, she probably is. But something that I've been learning and I've been... That I've had to do to be able to try to do all the things. We always want to have it all. How do I have a business and a family and my church responsibilities and I want to read books and I want to have fun and I want to... All the things. How do you do it all? So hopefully this question will help answer the way that Allison and I look at things, and hopefully it'll give you nugget or two to help you on your journey as well. So that said, we're going to queue up the theme song. When you come back, you have a chance to hear Alison and I talking about how in the world we make time for family and business and church and all the things at the same time. Brent Coppieters: Another question from Kathy that we pulled off, she says, "I have loved every moment of this event so far. I have an extremely busy family that is always on the go with work, family life, and church. I want to ask how you manage to have time for your business and your family." Russell: Good question. We can both probably answer this really well. Alison Prince: Yeah. Russell: My life right now, just so you guys are fully aware, is insanely busy, too. I'm in the middle wrestling season. I'm one of my kids wrestling coaches so every single day at 2:30, besides yesterday, but today I'm leaving as well, I pack up everything and I run and from 2:30 till 6:30 I'm at the gym with my kids wrestling. That on top of running 'Click Funnels' and 'Magnetic Marketing' and 'Marketing Secrets' and my church calling, so I get it. Life is busy and I've got five kids and there's also soccer games and all the other things. It comes down to a couple things. Number one is prioritizing your calendar, where do things actually fit in? And number two is becoming really good at being present, like I am here and I am present. I'm a hundred percent with you guys. I'm not over here on wrestling practice right now or my family... I'm here a hundred percent. And when I go home, I'm with my family a hundred percent. When I'm at my office, I'm a hundred percent. Most people are splitting their brain power between five different things. They're at work, but they're also worried about this over here and they're not being present. And for me, it's like, I have my calendar and I say, okay, for me, I have to get up earlier to get everything done. Especially during the wrestling season, it's really hard for me. So I get up between five and seven depending on what I need to get done. So that time's there, it's blocked out and it's usually writing time. I need to write during this time. And then from seven till like 8:30, that's when I'm waking my kids up, I'm driving them to school. I want to be the dad who drives my kids to school. So that time it's like, computers off, everything's off, and I'm in the car driving kids back and forth because I have kids in every school, they don't all go to the same school. So it's like back and forth and back and forth and back and forth. And then I get done, I got a 30 minute shower and then boom at the office. And from this time, this time, I'm work mode and I'm doing work, I'm getting work done. And it's like, I'm able to be present in that moment. I think for most people, it's figuring out I got to schedule the time or it's not going to happen. I know the time my wife and I have, this is the time my wife and I have to spend together and it's blocked out, it's scheduled, I'm present when I'm there as much as I can. And I'm not perfect with this. I would be lying if I was like, "Oh, I'm flawless." But I try to do it that way where I figure out in Google calendars, I block out this is when this happens, this happens, this happens. And in those windows, I try to be a hundred percent present, on the thing and so I can get the work done. And if you think about this, a couple times a year this happens, where like my wife and I are flying somewhere, flying to Hawaii for a family trip or something. I got a two hour window in the morning to get work done. And when I come in and for two hours, I go as fast as I can. I can get more done in a two hour window than typically I would get done in an eight hour day. Why? It's because there's time that's compressed and I'm present. And so for me, it's like, I got to be living my life that way all the time so I can get everything done I'm trying to get done. So it's like compressed time, being present, and you get so much more done than you'd ever believed. That's kind of my hacks. Alison: That's so good. I call them 'power hours.' And it is, it's putting that limited time and you get so much more done in there. But think of it this way, too. We're both super busy, right? We understand it. And so this program is actually designed for busy people, because if we can teach you how to do this when you're busy, imagine what's going to happen when it's not busy. And so we didn't design this to go slow, to... I don't know, dawdle around. We designed this for busy people and we show you... I talk about 'power hours' all the time and how to set them and make them like... I think of it like when I schedule a hair appointment, you probably don't have this problem, but when I schedule a hair appointment, I will not miss that hair appointment for anything. If I have a broken leg, I'm still going to show up because it takes two to three months to get in. And if we can treat those 'power hours' like that, then that's when magic happens. And so again, we teach you how to do it on a busy schedule so that you can make this happen. We help you to build those habits that keep you going over and over and over again.

Another question from the recent "Ecomm Vs Expert Smackdown". Russell and Alison talk about college and entrepreneurship and which one they feel is more valuable. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: Hey, this is Russell, and welcome back to the Marketing Skills podcast. You guys have really been enjoying these Q and A's, so we got a couple more for you. And again, these came from the e-comm versus experts Smack Down Allison Prince and I did. Hopefully had a chance to attend that event. If you didn't, come on now, do you hate money that bad? Like we put on these amazing events, we kill ourselves, we prepare for months at a time to put these things on for you, and then you were too busy or you didn't take the time off. Come on, you got to be there. There's gold every single time. Anyway, the event was amazing, and we did a whole day of Q and A's and stuff. There's goal every single time. Anyway, the event was amazing and we got some, we did a whole day like Q and A's and stuff. A lot of really good ones came through. This one was one that's interesting. I'm titling this episode College Versus Entrepreneurship. But the questions you'll see with somebody who's about to graduate from college, has spent all the time, energy, and money doing this thing, but then they're not passionate about what they're learning. They are passionate about being an entrepreneur, like what do I do? I think for a lot of you guys you're in some version of that, right? Most people don't start entrepreneurship on day number one. You've done something, you've pursued something, you have a career, you have a business, you have a family, you have something first, and you're not happy. You're looking for where to go from there. Hopefully the Q and A from this session will help you if that's where you're at. All right, with that said, we'll cue up the theme song, when we come back we're going to discuss college versus entrepreneurship. Brent Coppieters: First off is from Austin Lark. He says, "I'm so torn. I am just about to graduate from college, and I am not passionate about what I have studied. I feel drawn to life as an entrepreneur. What advice would you give someone like myself?" Alison Prince: Do you want to take it or do you want me to? Russell: We can tag team this. So good news, I remember going through my college. I went to college because I wanted to wrestle, so that was the thing. I got my degree, and I remember at my graduation sitting out, had cap and gown, all these things on. I remember luckily for me I had started my business at the time, but I remember looking around at everybody else, and they're all celebrating inside, and I was like, I didn't actually learn anything of value. I have no valuable skills. If I was these guys I would be so scared knowing that they had to go out the next day and use what they learned to actually get paid money. I was so grateful I had this thing. I think for you, I wouldn't look at it as a negative thing. My college time was amazing because I got to wrestle, I met my wife, all the amazing things happened, friendships. But man, I was so grateful that I had this thing that I was looking for, that I was doing, and it wasn't big at the time, but I had started, and I was like okay, now this is the direction I want to go with my life. I think if I was you, and I don't know your situation, life, what you're doing or where you're at, but I would be excited that I had a chance to experience the college life, I got to do all those kind of things, but now I've been given this gift where I know what to do and I know what to do with my future. I remember looking over, because my degree was computer information systems. I was going to be a programmer. Alison: You were? Russell: Yeah. I can't program anything. And I remember everyone that was on my row at graduation, they were all in my class. I was like we didn't learn how to... I have a degree, I don't know how to program anything. And these guys got the same degree and they're supposed to go to like real companies and ask for jobs to do the this thing. I was like man they still have to go and learn all this stuff on the job anyway. They didn't actually get anything that was going to be helpful, at least in my degree. My guess is, for most of you guys, especially if you're going through college, you probably don't have the skill set anyway. You're going to have to learn it on the job anyway. Might as well start doing that next to the learning on the job on something that you're passionate about, that's going to be for you. That would be kind of my feedback. I don't know. Alison: One thing that I've learned and I've thought is super fun, I've actually watched a lot of people do this is the whole ability to sell. We actually have to use this all the time. Not just in our business, we buy houses, we buy cars, some of you buy motorcycles, right? And then we have to sell it and then we go buy the next thing. And you can actually use this process all the time. Because we're constantly buying things. Right? I had one student, this was before the big housing boom where houses were not selling at all, and she used the process of selling. Her house had sat on the market for a long time, wasn't moving. She went to the realtor and says, "Can I just tweak something?" She went in wrote up a new description, within 24 hours, she had not only a full price offer from three people. Someone paid over $30,000 more because of the description. And so the stuff that we're teaching is more... It's so good for business, yes, and get you going, but you need this stuff in everyday life. Why isn't this stuff taught in regular schooling? I don't understand because this is what we have to have to survive as adults. Russell: Yeah. Sales, persuasion, all those kind of things for sure.

Russell and Alison answer another question from the recent “Ecomm Vs Expert Smackdown”.  Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: Hey everybody, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. I'm back with some more Q&As from the e-com expert SmackDown that Alison Prince and I did last week, and this next question was a really fun one. The question they asked was, as they're pursuing their business, how do they choose between their head and their heart? This person asked a question, their heart had an idea and a passionate thing they wanted to do, but they didn't know if they saw the clear path. How is it was going to make money? How is it going to do all these things versus their head. Oh, there's other ways I can do this that are very numbers based. I can make money faster and all those things. The question was, how do I choose between my head and my heart? So I think it's something a lot of us struggle with because all of us have these missions, right? We're called on this mission. Then part of it's like, oh, I got to make a bunch of money. And the yin yang between that, and how do you figure it out, and what do you do, and which one do you follow? Do you follow your head or your heart? So I think that this question was very relevant and timely for most of us, and hopefully for you, and hopefully my answers and what Alison and I give back will be useful for you as well. So that said, we're going to queue up the theme song when we get back. You have a chance to answer this question. How do you choose between your head and your heart? Brent Coppieters: This is from John. He says, "How do I choose between my head and my heart? My heart tells me that I should pursue one direction, vision, and path. And this feels like my calling from God to empower men, in particular husbands, to overcome destructive, addictive behaviors. But my head says that I should pick a more practical direction, a product or some other safe bet. How do I go all in and follow my heart when self-doubt and fear are so strong?" Russell: People look at my business today and they're like, "Oh, Russell, you picked such a good market. You picked funnels." And, of course, that's the big thing. This is amazing. But I want to rewind back 18 years ago. 18 years ago I started learning about this and I was like, "This is the greatest thing in the world!" And I started telling everybody. I told my mom about it, my friends about it, my family about it, and they're like, "Oh, he's crazy," right? And I was like, "None of my friends want to know about this. I gotta tell someone about it. So Brent was here for this. I literally bought radio ads in Boise, Idaho saying, "I'm doing an event talking about marketing and sales funnels, and how you can grow a business online. Dah, dah, dah, dah." I ran radio ads because I was so excited about this topic. And guess what? We got a dozen people who responded to radio ads. Like sweet, rented a Holiday Inn. We got things set up. I got there. I had a presentation. I had my shirt and tie on. I was all ready. People showed up for the event. The first event was supposed to have, I don't know, 50-60 people that had RSVPd from the radio ad. Two people walked in and I was like, "Oh, crap." And I'm like, "Well, we should wait a minute or two to see if anybody else comes in." And then no one came in. I'm like, "Well, all right." And so I did a presentation to two people talking about funnels. And then two hours later, the next group was supposed to come in, like one person came. The next group, three people came in. So that day I was expecting to teach a bunch of people about funnels, but nobody cared. But guess what? I didn't care because I loved it. I was obsessed about it. I was passionate about it. So I talked about it, I talked to about it, I talked about it even though nobody was there. Then I did another event and guess what? Nobody showed up. I did another event and very few people showed up. I did another one and another one and another one, and I did it because I care about the topic, because I'm obsessed with it. I did it because I loved it, and I would've done it even if nobody ever showed up. Now, guess what? Because I love about it so much and I kept doing it and kept doing it, this is the heart stuff. I kept doing it and kept doing it and kept doing it, eventually other people started getting excited. Other people started seeing the vision. Other people started showing up. And now 18 years later, you go to Funnel Hacking LIVE and there's 6,000 crazy people in the stands who are all obsessed with funnels like, "Oh Russell, you're a genius. You picked the greatest market ever." No, I picked a market that was not there, but I was obsessed about it and I cared about it. And so for you... What's his name? John? Brent: Yeah. Russell: If you're excited, if you're passionate about that, don't... If you're going to say, "What's going to make me the most money the fasted?" Don't go that way. Look at like, what do I actually care about? Funnels are not making me the most money the fastest by any stretch, but it was my art. It's what I cared about, it's what I wanted to do all day. All I wanted to do all day is talk about funnels. And there was no market. Nobody cared about it, but I kept talking and kept talking until people cared about it. And that's what we have to do, especially on the expert side. If you're excited by it, this is your art, this is how you're called to change the world... Like your people might not be ready for you, but you might not be ready either. Most people who came to my event 18 years ago in the Holiday Inn in Boise, Idaho with the two other people you'd have been like, "That guy has no idea what he was talking about," right? Because I didn't understand my framework, so I didn't know how to talk. I was awkward. I was nervous. I was all the things. I wasn't ready either, but I would never become ready if I didn't start. And I kept talking about, I kept talking about. So this is the heart stuff. If you love this, if this is your art, this is your passion, this is your mission, you've got to go out there and start doing it. Start talking today. That's why I always tell of people, if you want to do this, start publishing somewhere. It can be a blog or a podcast or a video, just doing something, because a couple things will happen. Number one, you're going to feel awkward when you first start because you're like, "Oh, nobody's even listening." And the good news is that at the very beginning, you're probably going to suck, and so it's good news that nobody's listening, okay? But if you keep doing it consistently, eventually you're actually going to get good. And the longer you do it, the longer your dream clients, the people you've been called to serve, will have to actually find you. In Traffic Secrets, I'll probably mess up the quote, but Nathan Barry wrote a blog post and I quoted it in the Traffic Secrets book, but it was called endure long enough to get noticed. In the blog post he talked about how most of us... There's so much content between Netflix and Disney blog, all the shows. There's so much content happening that most of us don't jump on the new show. We wait for season one, season two, season three. If after season three or four people are still talking about it, then we're like, "Okay, I'm going to go dive into this thing because it's endured long enough to get noticed." And the biggest thing is true for us as well. At first, no one's going to pay attention. But you keep doing it, you keep doing it. And if you are willing to out survive it because you're so passionate about your art, and you keep doing it, and you keep doing it, and you endure long enough, then your people have a chance to find you. So that's the key. Don't do the practical thing like, "Oh, I'm going to go get a doctor's degree," or whatever. Do the heart thing, but don't do it because I'm trying to start a business right now. Do it because you are actually called, because you love the people, because you want to change their lives. And if you keep doing it, and you're passionate, and keep talking about it, eventually they'll come. But you've got to double down. Alison Prince: Can I ask you a question? Do you think your passion helped you to get through the hard days, to help you to keep showing up, versus let's say you are an accountant. You're like, "Oh, I got to show up again." Do you think showing up from your heart versus your head helps you to get through the harder times? Russell: 100%. Your head... Yeah, yeah. Because for me, again, it wasn't... I think you're the same way. Whether you made money on this or not, you're here to serve people because you love this. You change your life. You want to change... That's the biggest thing is the heart is like it doesn't matter if it succeeds or it fails. Some days we have big sales days. Some days we have no sales days. But we keep showing up because this is my calling. This is something that I believe in. I'm so passionate about it. Even if somebody doesn't buy something, but they hear something that gives them that shift, that means the world to me. But if it's in your head, maybe you'd make more money in the short term, but in the long term... The legacy flows through our VIPs... I did a private session to you guys yesterday morning talking about our Super Bowl goals and things like that. You want to hit what is your Hall of Fame goal? It's going to be hard to hit up here. It's going to be coming from here.

Q&A from the recent “Ecomm Vs Expert Smackdown”. Ben Moote asked a question about imposter syndrome. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: Good morning, everybody. This is Russell Brunson. Welcome back to the Marketing Seekers podcast. Today's episode, probably the next couple episodes, I'm going to do some Q and A. And the way we actually did this Q and A was kind of fun. Alison Prince and I did an event last week called the E-comm versus expert smack down. We had some hot seats and some hot seats were very specific to whatever topic we were talking about. But some of them were things were, I think would just help everybody. And so I'm grabbing some of these clips of our responses to hopefully help you guys. So the very first one actually was a question asked by Ben Moote, and he's someone who used to work for ClickFunnels way back in the day, and then has gone on to go out there and he creates products and services and he's published his stuff and he's been at all the events and he's doing the work. And he asked a question about imposter syndrome. And I know this is one that I think everybody struggles with at least in some point in your career. And so I thought it was powerful and I thought it'd be useful for all of you guys to hear as well. So we're going to cue the theme song. We come back, you're actually going to hear Brent Coppieters on our side ask the question and then Alison and I will respond to it. And hopefully from that, you get a nugget or two that's going to help you out in your journey along the way. Thanks so much. And with that said, let's cue up the Marking Secrets theme song. Who's up next? Brent Coppieters: Okay. This is from our friend, Ben. So this goes to, again, the mindset that you guys have just touched base on. And I appreciate Ben just being really open and honest about this question. So I'll give you a little bit of context here, and then I'll ask the question. He says my belief that things are scarce and that I don't deserve it are so strong that I am actively losing so much money, so much opportunity to give and serve, close friendships and more. It's wrong, but it'd break me to break that belief. So it's this belief he's got. So the question is what has been the most successful path that you've chosen to kick that negative inner voice in the mouth and move forward? Russell: Imposter syndrome, right? This is something that people hear all the time. Like, I feel like I have imposter syndrome. I don't feel worthy. I don't feel ready. I don't, those things that happened in all of our heads. And I got to be completely honest with you. Yesterday, I couldn't sleep night before this whole event started. Why? I was freaked out. I was scared to death. It doesn't matter what level you're at, you're always nervous. You never feel ready. You never feel worthy. You never feel... Like every funnel event, backstage, I'm like, oh my gosh, why are people here? I'm a little kid. I don't even know what I'm talking about. What if they see through me and they don't think I don't know what I'm talking about. And it's just all these things keep happening. And I have to come back to like, look, it's not about me. I think that's the problem is that we try to put it all on our shoulders. And when you realize it's not about you, it's like, I'm here to serve those people. That's when it starts shifting for you. And for me when I'm backstage, when I was here yesterday before I came out, I had to consciously get in this thought and I do it through prayer. I do it through thinking, through whatever it is. But I'm thinking, okay, I'm nervous. I'm anxious. But this is about me, and this is not about me. This is about these people who have been called to serve. And if I don't step in and don't serve those people, that's not what I want either. And so it's trying to get out and it's, I understand. Because it's hard and it comes back every single time. It's not like, oh, I kicked that 10 years ago and it's done. No, every single time. Every time people, like FHL before I go out, every presentation I get nervous. You still get nervous? I'm like every time, because I put it on me. What if I mess up? What if they don't like me? What if I talk too fast? What if I slur... And I'm like, okay, okay. I'm like, it's not about me, not about me. And I start saying prayers for myself. I pray. And I'm like, please help me to be able to serve these people. Please, when I'm talking or I'm saying something, let the right things show up so that I can deliver it. Because it's about their experience, not mine. And so for me, that's the biggest thing. Because it doesn't go away. At least it hasn't for me yet. I'm hoping someday it does. That'd be amazing. But it's shifting from me to them. And when you start shifting that, it takes the pressure off your shoulders because you're realizing it's not about you. And if it was about me, I'm not talented enough to actually do what I do. Suzanne isl fully aware, I am not that talented. I'm not that gifted. I'm not a good speaker. I slur, I talk too fast. Like even my wife last night, she's like, I jumped in for a little while. She's like, you were talking so fast. Can people understand you? I'm like, oh crap. I don't even know. I hope they can. I'm not that good. But I've just learned so much like, I've been called to show these people. I'm probably going to mess up, half are going to hate me by the end. Some are going to be confused. But there's a group of people who they're going to hear my voice. That's the goal. And so like that shift is what gets me out of that. And so I think hopefully partially to help give people comfort, it's like, we all feel, I still feel it, heavy. And the bigger the thing is, the heavier it is. Number two is like some personal validation for you. I told Stephen Larsen, this is the first product I've ever bought from Stephen Larson ever was the product you and him did together. So you're creating good stuff. You're making good offers. You're doing good. So hopefully that's validation for you as well. It's like, oh my gosh, I got Russell to go run and find his credit card on New Year's Eve at two in the freaking morning. And then the order failed and he kept trying, kept trying, because he wanted the thing. He didn't want to miss out on it. So, you made a really good offer. I was up at two in the morning buying your guys stuff. And so, hopefully that's some personal validation for you as well. Alison Prince: One thing, I remember the first time Russell asked me to speak on stage. Guys, I did e-commerce for a reason, so I could hide behind my computer screen. And so Russell asked me to speak and I just remember all this fear that I had inside of me and what Russell goes through. I've seen it behind, I see him dancing. We were doing pushups yesterday to get the antsiness out. It's a real thing and it doesn't go away. But one thing that I've done is I picture that fear holding me down. And so I'm like, if I can figure out how to get rid of that fear, offload that fear, then I can step into who God needs me to be. And so you'll notice when I come on stage for the first time, I'll hug Russell and he doesn't, you don't know that I do this, but in my mind I'm like, okay Russell, you're holding my fear for me because it's too heavy for me. Russell: Oh my gosh. Alison: And he walks off the stage and then I feel lighter. And so it's a visual thing for me. And then even at Funnel Hacking Live, my 12 year old was on, because I want them around this community. He was there, comes to me, he said, "Mom, I got your fear. I'm going to hold your fear for you." And it was recorded and it was so sweet. And so that's kind of become a thing for us of when our kids do something hard or when I'm about to go on stage or present on an online thing and they can see the nerves, they'll come to me and they'll say, "Mom, let me hold your fear. Go step into who God needs you to be right now. It's not about you. It's about everybody else." And I think that has helped me tremendously, that visualization. So thank you so much. And I'll hold your fear. Russell: Now I know. I'll be offstage like, just kidding. Brent: That's cool. And I wonder too, Alison, maybe you could just talk for a minute about momentum coaches a little bit here and what they do and how they help. Alison: Yes. I can't tell you how much momentum coaches have helped me personally. And it was such a big thing for me. That's why I was like, Russell, we have to have these for our people. The coaches have been trained to understand these feelings. And just like Camille was talking about earlier, some of the stuff that she's going through and the pressures that she's feeling, she hops on a call with a momentum coach, you have two a month and you get to talk to them. It's not in a big group. You can talk about how you're feeling. We've actually had people come on and say the momentum coach was actually worth the entire cost of the program because it helped them with that, like this limiting belief that you have, it is holding you back, this momentum coach is the one that can actually hold that fear for you. And help talk you through that so that you can step into who God needs you to be. Like you needed to be there for Russell. You needed to be there for him. And the momentum coaches are there to help you through that process, to help you understand why you're feeling the way that you feel and break that down for you. No, they're not psychologists or any of that stuff. They're life coaches, but they're trained in the business world. They're trained in the entrepreneurial world. They understand the higher the level, what do they say? The higher the level, the higher the devil, right? They understand that process. And they're there for us. I know I won't go through the program, my business, without them. Russell doesn't do it. And so that's why we wanted to provide it for you. So hop on a call with that momentum coach and they'll talk you through it. And like Russell said, it doesn't go away. That's why these momentum coaches don't go away. They show up with you time and time and time again to help people deal with this. Russell: To help people understand too, the personal, like when my business had grown up really, sort of started really big and the whole thing collapsed. And I was like, mentally, it's like, oh my gosh, I'm a failure. I messed up, all these kind of things. And it was the first time I hired a coach and it was coach Mandy. And I hired her. My friends was like, I have a friend who's a coach, do you want to hire her? I'm like, duh, but I don't do that thing. Like I'm not a... But I hired her as a coach and it was like, man, so much work to get my brain and my mind to a spot where I could continue to move forward and have success. And so when I launched Inner Circle, one of the big selling points, I was like, everyone's coming to Inner Circle at this time to learn marketing. But I'm like, most people are great at marketing. They understand it, but there's something here that's keeping them from the next level and the next, next level, next level. And so I hired coach Mandy full-time and she works with all the Inner Circle members. That's who your coach was when you came in. The same thing, like 90% of the work was working with coach Mandy to get people out of here. And I'm like, oh, and then by the way, do this on your funnel. It's like, boom. They explode. And it's like, oh, I was in my own way this whole time. And so when we launched this Funnel Hacking Live, that's when Alison brought in this amazing team of people who are our coaches who are doing that now for you. Because it's, like I said, I think a lot of times you guys are coming for marketing or for funnel, but like that stuff's in the books, like read the book. It's usually you getting belief in the process, in yourself and the next thing, actually doing that is the key to each level of growth. Brent: Thank you, Ben. Alison: We understood that. Brent: Thank you, Ben. Appreciate that, buddy. So glad you're here with us. Russell: He's so sweet. Brent: Yeah, he's awesome. Alison: And that's another, sorry, that's another thing. I feel so blessed to be able to work with people in the 2ccx program, be able to hear their stories and to watch them go through this transformation. I just, I feel very blessed, honestly, to be able to work with those that are willing to take that risk to change the world. Russell: It's awesome. Brent: You know, I think Russell, and I appreciate that Alison, I shared with you other day someone who posted on our Facebook group about how they jumped on a hot seat with you a few weeks ago. They told their team, we're upping our prices. Russell says we up our prices. They went on vacation for two weeks, came back. And I think what, they added like another $22,000 a month, I think, to their business just by raising their prices from your suggestion. Russell: One suggestion, they covered the cost of the program every month for the rest of their lives. And it'll keep going from there. Because that was the beginning. So cool. Brent: So good. Thank you. All right. We've got time for just one or two maybe questions left. Alison: No, can we do this all day? Brent: Might as well. Russell: Would they want that? Brent: Are you guys enjoying this so far, by the way? Is this fun to see? Alison: Oh my gosh, everybody exploded. Russell: And I'm hoping like, obviously we're talking to certain people, but my guess, maybe I'm crazy. My guess is there's more than one person who feels like Ben does. There's more than one person who felt like, so my guess is, my hope is that all of you guys are gaining something personally for yourself. Like, oh my gosh, like that's how I felt. I remember the first time I went to a Tony Robbins event and Tony does all these interventions with people. And part of me is like, I want an intervention, but I'm like part of me is scared to death. I don't want him to look into my soul and do his Tony thing. But as he's doing it with all these other people, I was like, oh my gosh, he's speaking to me, he's speaking to me. And all these things were like the aha's I actually needed. I was like, oh, thank heavens I don't have to be in the hot seat, but I still get the value of it. And so hopefully you guys are getting that as well. Alison: And another thing, this is I actually what we do in the 2ccx program is we do these hot seats. And they're usually a little bit smaller groups and we can really dive in to help your business. So this is just kind of like a sampling, but we do it consistently over and over and over again. And people have multiple hot seats to help them too, because you have different sticking points throughout your business. It's not just the one dial tone that you need to get that clarity. You're going to need help in a month. That's just what business is. Because we can't stop. We have the goal post here, and then the next one and the next one. When you put out the Two Comma Club award, I'm like, I got to get that thing with the expert side. And then next year you're like, we're doing the- Russell: Two Comma Club X. Alison: Two Comma Club X. And I'm like, I got to get that one. You've got the 25 and then you had the give the million dollars away and we just keep moving our goal post. And to be able to get to those goal posts, you're going to run into new challenges. And that's why this program is like month after month after month. Russell: Yeah. So fun.

I got a really cool message from Brooke Castillo about why many people are scared to pursue business and other worldly goals. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Hey, good morning everybody. I hope you are doing amazing. Today's episode I want to talk about worldly goals. Should we pursue them? Should we not pursue them? And also share with you a quote I got from Brooke Castillo. She sent it to me as a personal message and it was amazing, so I thought I would share with you guys here. All right. So some of you guys know Brooke Castillo. She is amazing, she's someone I had a chance hang out with... When was that? A summer ago or two summers ago? I can't remember if it was during COVID or not. Anyway, it's all a big blur now, but she's someone who's built an amazing business. In fact, it's interesting, she has a program where she helps coaches to become better coaches and then she certifies them. And anyway, she's killing it. She's doing awesome stuff. And on top of that, what's really, really amazing is that the people who go through her coaching certification program, how good they end up. I think we hired, man, 10 or 12 of them that work with our Two Comma Club X students, helping them on the mindset side of things and they are amazing. And anyway, so shout out to Brooke. She's amazing. But anyway, she's probably going to hear this and is going to laugh that I'm even posting this, but as you guys know, I'm working on my new book and I'm having so much fun with it. And I've shared a little bit about it in the last couple podcast episodes. And she messaged me yesterday, saying, "Hey, I listened to your podcast episode." And she had some ideas for me. And they were so good, afterwards I'm like, "This is literally going to be in the new book. I hope that you're okay with that, because it was so good." And so I wanted to share with you guys here because I think it's important, it's something that most of us probably struggle with. Maybe not everybody, but a lot of us do. And that's should we be pursuing worldly goals? And this is tough, especially for me and for my background and for my culture. A lot of you guys know I am... We used to call ourselves Mormons, but we're not supposed to call ourselves Mormons. We call ourselves members of The Church of Jesus Christ of Latter Day Saints. And so even within that culture, for sure people a lot of times look down at, or they don't believe we should be pursuing worthy... Worldly. Sorry, not worthy, worldly. It's hard to say that word. Worldly goals. And so this is kind of the conversations, well, should we be doing those things? Should we only be focusing on spiritual goals and things like that, or should we... Is it okay to even do those things? I have people more often than you would believe, not just within my church, within most Christian denominations, where they struggle with making money. Is it bad? Is it evil? Am I going to go to hell? What's the... All those kind of things. And it's interesting, because for me, I didn't know this or believe this for a long time until I hired actually a really good coach, who pointed out to me, just showing me how aligned the goals that I'm pursuing in business, how they were with what I believe is my spiritual mission. And for me it gave me permission to push harder and to try harder and to put more effort and energy into pursuing my worldly goals. My business goals, my desires to make money and to grow a company, all these kind of things. And so anyway, the way she said it was just so cool. And anyway, so I'm just going to... I literally transcribed it. That's how good it was, and I'm going to read it to you if you're cool with that. So specifically talking about the pursuit of worldly goals. And so she said, "The reason why I think we're in this world is to evolve ourselves both mentally and spiritually, and the worldly goals are what can allow us to get there. Because if you think about it, when you set a million dollar goal, you have to get over all of your self doubt, all of your fear, all of your worries about what other people think about you. And one of the things that I often say to my students is that you have to have the ability to believe in yourself. You have to have the ability to know what you're capable of. And I think a lot of people have a tough time with that, because they think that they're going to be too arrogant or they're going to be thinking too highly of themselves. And one of the things that I tell them is that you didn't make yourself, right? You're not the one that created you. So it's not really up to you to judge. It's up to you to accept that you are 100% worthy and 100% capable. And the desires that you've been given to you in your heart are the map to where you need to go. And when you don't pay attention to those desires, you are smaller than what you're meant to be. There's a huge escrow out there waiting for you, and if you don't claim it, then nobody will. And so it's fun to have money goals and it's fun to have business goals, just because of what they require you to do to evolve. And the other point is that I think it's super important that as soon as you set your big goals for yourself, even the hall of fame goals, Super Bowl goals for yourself, you're going to immediately doubt yourself. You're going to immediately think that you're not good enough. And this is the whole fricking point. If you're not feeling uncomfortable, then you're not feeling like you're making a contribution to your own life and other people's lives, and I don't think that your goals are actually big enough." Okay. So that's what she sent me. And I probably should have just had her... I should have just pushed play and let you listen to it, but I didn't have her permission and I want her to keep sending me cool messages like this. So, but hopefully you guys get that. I thought it was so powerful for so many different reasons. Partially is because should we be pursuing these things? I have these desires, I want to make more money, I want to build a business, I want to grow, I want to change the world, I want to do whatever it is. And it's like, well, who put those desires in us? Those desires I believe are from God. They're the things that are pushing us on this path, that are making us move forward. They're making us go and try to make this world a better place. And so that's part of it. The other thing she said that was so cool was just the fact that, but you didn't make you, right? You didn't create yourself. Somebody else created you. They saw your potential, they put you here on earth, they said, "Okay, go and pursue this thing." And so who are we to judge? If God created us and He put us out here and gave us these desires that we need to go do, it would be wrong for us not to pursue those desires. And it's funny, Stephen Larson said something similar. He's like, "Man, I'd done a lot of therapy and work and personal development." He's like, "But man, business was the greatest personal development lesson in my life." Because all of a sudden you're faced with your inadequacies and your awkwardness and your shyness and all the things come up. Your fear of rejection, your fear of failure, your fear of just all the things. Everything comes up as you're in the pursuit of your goals. And I think that that's what people understand. Somebody else created us, they put us here, they gave us these desires and they want to see what we're going to do with it. And it's interesting, if you read the Bible and you read about the parable of the talents, and I'm probably going to slaughter the actual story, but God gave... Or the master in the story gave people different talents. And talents back then were money. So he gave one person one talent, someone else three, someone else five. And the person with the five talents went and they used it, they invested it, they did stuff and they came back and it made 10. And the guy with three went and invested it and came back as five. And the person with one didn't want to lose that one, so they buried it and they hid it down. And then the Lord came back to them or the master came back to them and said, basically rebuked the person and told them they were an unwise and slothful servant, because they didn't use the talent they were given. God put you on this planet. He gave you a talent. And if you don't do something with it, he's going to rebuke you. He wants you to do something with your ability to grow and create and to evolve and to do something. And so I think that... I would say it's the adversary who's telling us the opposite, which is, don't pursue those things. Don't try to grow. You're not worthy. You're not ready. No, no, no. You are, you're worthy. You're ready. Sorry, you're worthy. You're not ready yet. They say that God doesn't call the qualified, he qualifies the called. So we've all been called. Most people don't pursue it. Most people hide, they shrink. Whereas if you understand it correctly, it's like, no, you're going to get called, but you're not going to be ready. That's the whole point. It's so you go out there on this journey and start learning and start growing, start figuring things out and putting the pieces together, becoming something different, becoming somebody more. This life's not who you are, it's who are you becoming. And it's a constant journey until we die. So it's like, who am I becoming? Who am I becoming? You're moving forward, moving forward, moving forward trying to become that person. And so I think that's really the goal. So my belief, especially, and the way she said it was just so powerful. But these worldly goals, these things that sometimes are looked at as negative, and they can be negative. I think they can destroy people too. There's always with everything, there's the moderation in all things. But it's understanding that these goals and these desires were put in our hearts by someone that wasn't us. By our creator, by the person who created us. And so anyway, I hope that helps somebody out there who's stressed or worrying or trying to figure things out. It's going to be okay. You're not going to feel worthy. You're not going to feel ready. You're going to have all the inadequacies. You're going to feel, like she said, like, "Oh, if I do this, people are going to think I'm arrogant. They think I'm thinking too highly of myself." No. You were put here to do something amazing, so do it. Step into it. You're worthy of it. You're ready for it. You just got to step up to the plate and take it. So hope that helps. Thanks you guys for listening. And thank you, Brooke, for your feedback and your ideas. She's an amazing person. If you don't, she's got a really good podcast that's really good. So go listen to her podcast as well. All right, thank you everybody. Appreciate you for listening and we'll talk to you guys all soon. Bye everybody.