Podcast appearances and mentions of brandon fischer

Service Manager, Brandon Fischer, joins us this week to talk about what you can do to make sure you are ready for this planting season. Updated your firmware, check wiring harnesses, and other helpful tips get your planter ready to go. Call us for more information at 712-744-4468 online at www.htsag.com and follow us on Facebook, YouTube, LinkedIn, X, Instagram and SnapChat @htsag

Service Manager, Brandon Fischer, gives us a run down on preharvest checks so you're ready to hit the field. If you need more information or help, give us a call at 800-741-3305 online at htsag.com and follow us on Facebook, YouTube, LinkedIn, X and Instagram @htsag

Service Manager, Brandon Fischer, joins us this week and chats about our preseason planter check list. How to update firmware, a little about Connected Cab and some other great information on Ag Leader products. Contact us for more information at 800-741-3305 online at HTSAg.com and follow us on Facebook, X, Instagram, LinkedIn and SnapChat @HTSAg

Dave Simons is At Your Service! In the first hour of tonight's show, Dave gives a brief history lesson on the St. Louis Cardinals' less-than-desirable seasons since their inception. Dave also features an interview from his podcast "Simons Says" with Brandon Fischer, Director of Data Engineering and Decision Science with 1904 Labs, on the future of artificial intelligence.

Tom Robinson chats with Brandon Fischer about Spring planting and how to get ready to roll as soon as conditions permit. As the window to plant seems to narrow every year, contact HTS Ag and schedule a time for a run through of your planter system, update firmware and double check connections and be sure your planter is as ready as you are! Contact HTS Ag at 800-741-3305 online at HTSAg.com and follow us on Facebook, YouTube, LinkedIn, Twitter, Instagram and TikTok @HTSAg.

Independent investigative journalism, broadcasting, trouble-making and muckraking with Brad Friedman of BradBlog.com

Independent investigative journalism, broadcasting, trouble-making and muckraking with Brad Friedman of BradBlog.com

Independent investigative journalism, broadcasting, trouble-making and muckraking with Brad Friedman of BradBlog.com

Independent investigative journalism, broadcasting, trouble-making and muckraking with Brad Friedman of BradBlog.com

Brandon Fischer chats about getting things ready to get out in the field. Getting your monitors updated and start a new season so you can utilize your data to perform better year to year! Check wiring, seed meters, hydraulics, chains and calibrate to make sure you're ready to roll when you are ready to roll! Contact us at HTSAg.com call 800-751-3305 follow us on Facebook, YouTube, LinkedIn, Twitter and Instagram

After starting its fiber-to-the-home broadband project in 2018, Arkansas Valley Electric Cooperative and its fiber subsidiary, WAVE Rural Connect, dove head-first into the project to start connecting members that next year. Today, Wave has more than 10,000 subscribers. Arkansas Valley's Barret Ewing and Brandon Fischer join Conexon SVP of Sales, Marketing, and Account Management, Abby Carere, at the recent Co-ops Connect in Tampa to reflect on past workshops and discuss how Wave has achieved significant customer milestones.

This month on Activate Your Health, we are visiting with Allen County's new Health Commissioner, Brandon Fischer. Brandon provides an update on COVID-19 in our community and what his goals are as our new Health Commissioner. Josh and Kayla also discuss a wide variety of upcoming local events as we officially enter the Holiday Season!

Here is the conclusion of the special conversation I had on stage at a Traffic Secrets event with a friend and a student, Nic Fitzgerald. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey everybody, welcome to Marketing Secrets podcast. I’m so excited, I’m here on stage right now at the Two Comma Club X event with Mr. Nic Fitzgerald onstage. A year ago I gave a podcast to him about how to make it rain and this is section number two. Now those of you who don’t know, in the last 12 months since I did that podcast he’s been making it rain and he’s been changing his life, his family’s lives, but more importantly, other people’s lives as well. And it’s been really cool, so that’s what we’re going to cover today during this episode of the podcast. So welcome back you guys. I’m here on stage with Nic Fitzgerald, so excited. So I made a list of seven things that if I was to sit in a room with him in front of a whole bunch of people I’d be like, “Hey Nic, you’re doing awesome, but here’s some things to look at that I think will help you a lot with what you’re doing.” So number one, when Nic first kind of started into this movement that he’s trying to create, I don’t know when it was, if you created this before or after. When did you create the Star Wars video? Nic: This was, we talked in July, it was September/October. So a few months later. Russell: How many of you guys have seen his Star Wars video? Okay, I’m so glad. For those who are listening, about 10% of the room raised their hand, the other 90% who are friends and followers and fans of Nic have never seen the Star Wars video. His Star Wars video is his origin story and it is one of the best videos I have ever, by far the best video I’ve seen him do, it is insanely good. It comes, do you want to talk about what happened in the video? It’s insanely good. Nic: So I told the story of, I’m a huge Star Wars nerd, so if you didn’t know that, now you do. When I was young my grandma who lived in the same neighborhood as me, she took me to go see Return of the Jedi in the movie theater and I was such a Star Wars nerd, even at a young age, that when I was playing at the neighbors house, and you know, it’s the 80s, so mom and dad are like, “Nic, come home for dinner.” That kind of thing, I would ignore them. I would not come home until they called me “Luke”. No lie. I would make them call me Luke, or I would ignore them. I would not hear them. Russell: Had I known this in high school I would have teased him relentlessly. Nic: So my grandma took me and I remember going and it was so fun because we took the bus, it was just a fun thing. And we went and I just remember walking in and handing my ticket to the ticket person. And then popcorn and just the smells of everything. And again, this is the 80s so walking in the movie theater; I almost lost a shoe in the sticky soda, {sound effects} going on. I just remember how my feet stuck to the floor and all that stuff. And then just being so excited to see my heroes on the big screen and Dark Vader, I just remember watching it. This is such a silly thing to get emotional about, but you know I remember the emperor and Darth Vader dying and all that stuff. It was just like, ah. It was a perfect day. Sorry sound dude. But it was just a perfect day with my grandma who has always been dear to me. So the purpose of that video, I’d put it off for a long time. I knew I needed to tell my own story if I’m going to be helping somebody else tell theirs. And I put it off for a long time, because working through things, I was afraid that if it sucked, if the story was terrible, if the visuals were crappy, that was a reflection on me and my skills. I had worked on a bazillion Hallmark Christmas movies, you know how they put out like 17 trillion Christmas movies every year, if one of those sucks, no offense, they’re not riveting television. Russell: They all suck. Nic: That wasn’t a reflection on me, I was just doing the lighting or the camera work. I didn’t write the story, it wasn’t my story. But this was me, so I put it off for a long time because I knew if I didn’t execute how I envisioned it, that it would reflect poorly on me, and it would be like I was a fraud. So the purpose of the video, there were three purposes. One to tell a story and get people to connect with me on a personal level. As I told that story here, how many of you remembered your feet sticking to the floor of a movie theater? How many of you, when I talk about the smell of popcorn and that sound, you felt and heard and smelled that. So it was one thing, I wanted people to connect with me and just see that I was just like you. Then I wanted to show that I could make a pretty picture. So I had that and I used my family members as the actors. And then I went and talked about how…and then I wanted to use it to build credibility. I’ve worked on 13 feature films and two television series and shot news for the NBC affiliate and worked in tons of commercials. So I’ve learned from master story tellers and now I want to help other people find and tell their story. And then I showed clips of stories that I tell throughout the years. So that was, I just remember specifically when I finally went and made it live, I made a list of about 20 people, my Dream 100 I guess you could say. I just wanted to send them and be like, “Hey, I made this video. I would love for you to watch it.” And Russell’s on that list. So I sent that out and made it live and then it was just kind of funny, it didn’t go viral, I got like 5000 views in a day, and it was like “whoa!” kind of thing. But it was just one of those things that I knew I needed to tell my story and if I wanted to have any credibility as a story teller, not as a videographer, but as a story teller, being able to help people connect, and connect hearts and build relationships with their audience, I had to knock it out of the park. So that was my attempt at doing that. Russell: And the video’s amazing, for the 10% of the room who saw it, it is amazing. Now my point here for Nic, but also for everyone here, I wrote down, is tell your story too much. Only 10% of the room has ever seen that video or ever heard it. How many of you guys have heard my potato gun story more than a dozen times? Almost the entire room, for those that are listening. Tell your story to the point where you are so sick and tired of telling the story and hearing it, that you just want to kill yourself, and then tell it again. And then tell it again. And then tell it again, because it is amazing. The video is amazing, the story is amazing. How many of you guys feel more connected to him after hearing that story right now? It’s amazing. Tell t he story too much. All of us are going to be like, “I don’t want to hear the story. I don’t want to tell the story again.” You should be telling that story over and over and over again. That video should be showing it. At least once a week you should be following everyone, retargeting ads of that video. That video should be, everyone should see it. You’ve got 5,000 views which is amazing, you should get 5,000 views a day, consistently telling that story, telling that story. Because you’re right, it’s beautiful, it’s amazing and people see that and they’re like, “Oh my gosh, I need that for my business. I need to be able to tell my story the way he told that story, because the connection is flawless.” And I think my biggest thing for you right now, is tell your story more. Tell that thing. You’re telling good stories, but that story, that’s like your linchpin, that’s the thing that if you can tell that, it’s going to keep people connected to you for forever. Anyone who’s seen that video, you have a different level of connection. It’s amazing, it’s shot beautifully. You see his kids looking at the movies, with lights flashing, it’s beautiful. So telling your story more, that’d be the biggest thing. It’s just like, all the time telling that story over and over and over again. That’s number one. Alright, number two, this one’s not so much for you as much for most of everybody else in here, but number two is that energy matters a lot. I’m not talking about, I’m tired during the day. I’m talking about when you are live, or you are talking in front of people, your energy matters a lot. I was hanging out with Dana Derricks, how many of you guys know Dana, our resident goat farmer? By the way, he’s asked every time I mention his name is please not send him anymore goats. He’s gotten like 2 or 3 goats in the last month from all of our friends and family members here in the community. Please stop sending him goats. He loves them but he doesn’t want any more. Anyway, what’s interesting, I was talking to Dana, and he’s like, “Do you know the biggest thing I’ve learned from you?” and I’m like, “No. what?” and I thought it was going to be like dream 100 and things like that. No, the biggest thing that Dana learned from me, he told me, was that energy matters a lot. He’s like, “When I hang out with you, you’re kind of like blah, but when you get on stage you’re like, baaahh!” and I started telling him, the reason why is when I first started this career, in fact, I have my brother right now pulling all the video clips of me from like 12 or 13 years ago, when I had a shaved head and I was awkward like, “Hi, my name is Russell Brunson.” And we’re trying to make this montage of me over 15 years of doing this and how awkward and weird I was, and how it took 8-10 years until I was normal and started growing my hair out. But I’m trying to show that whole montage, but if you look at it like, I was going through that process and the biggest thing I learned is that if I talked to people like this, when you’re on video you sound like this. The very first, I think I’d have an idea and then I’d just do stupid things. So I saw an infomercial, so I’m like I should do an infomercial. So I hired this company to make an infomercial and next thing I know two weeks later I’m in Florida and there’s this host on this show and he’s like the cheesiest cheese ball ever. I’m so embarrassed. He asked me a question and I’m like, “Well, um, you know, duh, duh…” and he’s like, “Whoa, cut, cut, cut.” He’s like, “Dude, holy crap. You have no energy.” I’m like, “No, I feel really good. I have a lot of energy right now.” He’s like, “No, no you don’t understand. When you’re on tv, you have to talk like this to sound normal. If you just talk normal, you sound like you’re asleep.” I’m like, “I don’t know.” So we did this whole infomercial and he’s like all over the top and I’m just like, trying to go a little bit higher and it was awkward. I went back and watched it later, and he sounded completely normal and I looked like I was dead on the road. It was weird. Brandon Fischer, I don’t know if he’s still in the audience, but we did…Brandon’s back here. So four years ago when Clickfunnels first came out we made these videos that when you first signed up we gave away a free t-shirt. How many of you guys remember seeing those videos? I made those videos and then they lasted for like four years, and then we just reshot them last week because it’s like, “Oh wow, the demo video when we’re showing CLickfunnels does not look like Clickfunnels anymore. It’s completely changed in four years.” So Todd’s like, “You have to make a new video.” I’m like, “I don’t want to make a video.’ So finally we made the new videos, recorded them and got them up there and we posted them online, and before we posted them on, I went and watched the old ones, and I watched the old ones and I was like, “Oh my gosh, this is just four years ago, I am so depressing. How did anybody watch this video?” It was bad, right Brandon. It was like painfully bad. I was like, “oh my gosh.” That was just four years ago. Imagine six years ago, or ten years. It was really, really bad. And when I notice the more energy you have, the more energy everyone else has. It seems weird at first, but always stretch more than you feel comfortable, and it seems normal, and then you’ll feel better with it and better with it. But what’s interesting about humans is we are attracted to energy. I used to hate people talking energy talk, because I thought it was like the nerdy woo-woo crap. But it’s so weird and real actually. I notice this in all aspects of my life. When I come home at night, usually I am beat up and tired and worn out. I get up early in the morning, and then I work super hard, I get home and I get out of the car and I come to the door and before I open the door, I’m always like, Okay if I come in like, ugh, my whole family is going to be depressed with me.” They’ll all lower to my energy level. So I sit there and I get into state and I’m like, okay, whew. I open the door and I’m like, “What’s up guys!! I’m home!” and all the sudden my kids are like, “Oh dad’s home!” and they start running in, it’s this huge thing, it’s crazy, and then the tone is set, everyone’s energy is high and the rest of the night’s amazing. When I come in the office, I walk in and realize I’m the leader of this office and if I come in like, “Hey guys, what’s up? Hey Nic, what’s up?” Then everyone’s going to be like {sound effect}. So I’m like, okay when I come in I have to come in here, otherwise everyone is going to be down on a normal level. I have to bring people up. So we walk in the office now and I’m like, “What’s up everybody, how’s it going?” and I’m excited and they’re like, “Oh.” And everyone’s energy rises and the whole company grows together. So l love when Dave walks through the door, have you guys ever noticed this? When Dave walks through the door, I’m at a 10, Dave’s like at a 32 and it’s just like, he wakes up and comes over to my  house at 4:30 in the morning to lift weights. I sleep in an hour later, and I come in at 5:45 or something, and I walk in and I’m just like, “I want to die.” And I walk in and he’s like, “Hey how’s it going?.” I’m like, “Really good man. You’ve been here for an hour.” And all the sudden I’m like, oh my gosh I feel better. Instantly raised up. It’s kind of like tuning forks. Have you noticed this? If you get two tuning forks at different things and you wack one, and you wack the other one, and you bring them close together, what will happen is the waves will increase and they end up going at the exact same level. So energy matters. The higher your energy, the higher everyone else around you will be, on video, on audio, on face…everything, energy matters a lot. So that’s number two, when you’re making videos, thinking about that. Alright number three, okay this, you were like 90% there and I watched the whole thing and I was so excited and then you missed the last piece and I was like, “Oh it was so good.” So a year after that Facebook message came, you did a Facebook live one year later to the day, and he told that story on Facebook live. And I was like, “Oh my gosh this is amazing.” And he told that story, and he was talking about it, and I was emotional, going through the whole thing again. This is so cool, this is so cool. And he told the story about the podcast, and this podcast was an hour long, and the thing and his life changed and all this stuff… And I know that me and a whole bunch of you guys, a whole bunch of entrepreneurs listened to this story and they’re at bated breath, “This is amazing, this is amazing.” And he gets to the very end, “Alright guys, see you tomorrow.” Boom, clicks off. And I was like, “Aaahhh!” How can you leave me in that state?  I need something, I need something. So the note here is I said, make offers for everything. Think about this, at the end when you ended, and everyone’s thinking, I want to hear that episode, where is that? How would it be? Now imagine you take the opportunity at the very end that says, “How many of you guys would like to hear that episode where Russell actually made me a personal podcast? And how many of you guys would actually like if I gave you my commentary about what  I learned and why it was actually important to me? All you gotta do right now is post down below and write ‘I’m in.’ and I’ll add you to my messenger list and I’ll send you that podcast along with the recording where I actually told you what this meant to me.” Boom, now all those people listening are now on his list. Or they can even go opt in somewhere. But all you did was tell the story and everything and we were all sitting with bated breath and I was just like, at the end make the offer. You guys want the stuff I talked about, you want the thing? You want the thing? And then you send them somewhere and now you captured them and consider them longer term and you can do more things with them. It was like, hook, story, dude where’s my offer? Give me something. But it was awesome. How many of you guys felt that way when you listened to that thing and you’re just like, “I don’t even know where to find that episode. Russell’s got eight thousand episodes everywhere, I don’t even know where to look for it.” You could have been like, here’s the link. Just the link….if you guys can’t figure out how to make an offer, go listen to a whole bunch of stuff, find something amazing and be like, “oh my gosh you guys, I was listening to this Tim Ferris podcast, he did like 800 episodes, every one is like 18 hours long, they’re really hard to listen to, but I found this one from 3 ½-4 years ago where he taught this concept and it was insane. It was amazing; I learned this and this. How many of you want to know what that is? Okay, I have the link, if you message me down below I’ll send you the link to exactly where to find that episode.” Everyone will give it to you.  You’ll be like, “But it’s free on the internet Russell.” It doesn’t matter. You know where it’s at and they don’t. They will give you their contact information in exchange for you giving them a direct link to the link. Back before I had anything to give away for opt ins, guess what I used to do. I used to go to YouTube and I would find cool videos from famous people. One of my favorite ones we did was I went and typed in YouTube, “Robert Kiyosaki” because he was one of my big mentors at the time. And there was all these amazing Robert Kiyosaki videos on YouTube for free. Tons of them. Hour long training from Robert Kiyosaki. Four hour long event from Robert Kiyosaki. All this stuff for free listed in YouTube. So I made a little Clickfunnels membership site, I got all the free videos and put them inside a members area and just like, “Tab one, Robert Kiyosaki talking about investing, Robert Kiyosaki talking about stocks, Robert Kiyosaki talking….”  And I just put all the videos in there and made a squeeze page like, “Hey, who wants a whole bunch of free, my favorite Robert Kiyosaki videos?” and I made a little landing page, people opt in, I give them access to the membership site, and then I went and targeted Robert Kiyosaki’s audience and built a huge list off his people. Dream 100. Imagine with Dream 100 instead of doing just one campaign to all the people, if each person in your dream 100 you made a customized membership site with the free content right now, be like, “Hey, you’ve listened to a lot of Grant Cardone, he’s got four podcasts, 5000 episodes, there’s only four that are actually really, really good. Do you guys want to know what they are? Opt in here, I’ll give you the four best episodes of all. I currated all these for you to give you the four best.” And target Grant’s audience with that, now you got all his buyers coming into your world. Is that alright, is that good. Alright number four ties along with this. Number four, start building a list ASAP. I don’t think I’ve ever seen you do a call to action to get a list anywhere, have I? After today’s session you’re …..just build a list. If you got nothing from this event at all, every time you do a hook and story, put them somewhere to build a list, because that’s the longevity. Because that’s where if Zuckerberg snaps his finger and you lose all your fans and followings and friends, and all the sudden you’re trying to build over somewhere else, it won’t matter because you’ll have those people somewhere external and now you can message them and bring them back into whatever world you need them to be at. But that’s how you build stability in business. It’s also how you sell this time, you want to sell it the next time and the next time, the list is the key. Funnel Hacking Live, the first Funnel Hacking Live it was a lot of work and we sold out 600 people in the room, and we kept growing the list and growing the list, the next year we did 1200. Then we did 1500, last year was 3000, this year we’re going to be at 5000. We’re building up the list and building up pressure and excitement and then when you release it, it gives you the ability to blow things up really, really fast.  Okay, that was number four. Okay number five, I wrote down integration marketing, adding to other’s offers to build a buyer list. So this is a little sneaky tactic we used to back in the day when I didn’t have my own list, but I had a couple of skills and talents which you do happen to have, which is nice. If you have no skills this won’t work, but if you have skills you’re lucky. So Frank Kern used to do this as well. Frank is sneaky. He used to do this all the time and I saw him doing it and I’m like, “Oh my gosh, he’s brilliant.” So Frank did a one hour presentation somewhere and he called it Mind Control, it wasn’t Mass Control, but it was something like about how to control the minds of your prospects through manipulation and something sneaky. And the title alone was amazing. It was a one hour presentation he gave somewhere. And he put it on these DVDs and what he did, he went to like Dan Kennedy and he’s like, “Hey Dan, you have all of your buyer and you send them this newsletter every single month,” at the time they had 13000 active members, these were their best buyers. He’s like, “This DVD I sell for like a thousand bucks. Do you want to give it to all your people for free?” And Dan’s like, “sure.” And all the sudden the next month, Franks got his best CD with his best stuff in the mailbox of the 13000 best customers, every single person that Dan Kennedy’s been collecting for the last 15 years. So think about this. With your skill set, look at the other people in the market, all the dream 100 who are doing things and how do you create something you can plug into their offers, and every single time one of those people sell a product, your face is popping up as well. It’s called integration marketing, my first mentor Mark Joyner wrote a book called Integration Marketing, it’s a really fast read. You can read it in an hour, but it will get your mind set thinking about it. How can I integrate with what other people are always doing? Because I can go and make a sell, and make another sell, but I was like, when we launched Clickfunnels I was like, “How can I figure out other people’s sales processes that are already happening and somehow inject myself into all these other sales processes?” That way every single time Steven Larsen sells something or someone else sells something, or all these people are selling something, it always somehow gets flown back to me. I want every product, every course, everything happening in the internet marketing world to somehow have people saying my name. That’s my goal. How many of you guy have been to other people’s events and I’m not there and they say my name? It makes me so happy. I get the instagrams from some of you guys, “Hey so and so just said your name.” I’m like, that’s so good. How have I done that? I spent a lot of my life integrating into everybody’s offers. Initially when I first got started, every single person who had a product, I was an interview in everyone’s product. I was like, looking at people launching a product, specific product launches coming, I’d contact them. Product launch is coming up, “Hey man, is there any way I could do a cool thing for your people? I could create this and give it to you and you could plug it into your product?” and everyone’s like, ‘Sure, that’d be awesome.” And all the sudden, boom, they get 5000 new buyers came in and every single one of them got my thing. They’re hearing my name, hearing my voice and it’s just constant integration. I think about how I met Joe Vitale, I talked about that earlier with the greatest showman. He was in an interview in a course I bought from Mark Joyner, I listened to it, fell in love with Joe Vitale, bought his stuff, given him tons of money over the years, a whole bunch of good stuff because he was integrated in that. So looking at other ways to integrate, the skill set that you already have into other people’s marketing channels because then you’re leveraging anytime any of these partners make a sell, you’re getting customers coming through that flow as well. Cool? Nic: Yeah. Russell: That was number five. Number six, I call this one rainmaker projects, because we talked about rainmaker during the first podcast interview. So rainmaker projects are, and again when I first started my career I did tons of these, where it’s like, I was really good at one piece. For you, you’re really good at video and story telling. And I look out here and be like, okay who is someone else here that is awesome? So and so is really good at making a product on Facebook ads. “You’re really good at Facebook ads, so I’ll do the video for this course, you do the Facebook, you do the actual ads for us.” And then, you’re awesome at doing the traffic and you bring in four or five people, like this little avenger team, and you create a cobranded product together and you launch it and everyone makes a bunch of money, split all the money, 50/50/50/50, that makes more than 100,but you know what I’m talking about, everyone splits the money, everyone splits the customer list and all the sudden you’ve all pulled your efforts, your energy, your talents together and everyone leaves with some cash, and you also leave with the customer list, and that’s when you start growing really, really rapidly. When I started I didn’t have a customer list, I had a very small one. But I had a couple of skill sets so that’s why I did tons of these things. That’s like, if you guys know any of my old friends like Mike Filsaime, Gary Ambrose, I could list off all the old partners we had back in the day, and that’s what we did all the time, these little rainmaker projects. We didn’t call them that back in the day, but that’s what it was. It was just like, we all knew what our skill sets were, and it’s like, let’s come together, let’s make a project. This isn’t going to be how we change the world, it’s not going to be something we’re going to scale and grow, but it’s like, it’s going to be a project, we put it together, we launch it, make some money, get some customers, get our name out in the market, and then we step away from it and then we all go back to our own businesses. It’s not like, that’s why it’s funny because a lot of times people are scared of these. Like, “Well, how do we set up the business structure? Who’s going to be the owner? Who’s the boss?” No, none of that. This is an in and out project where all the rainmakers come together and you create something amazing for a short period of time, you split the money and you go back home with the money and the customers. But it gave you a bump in status, a big bump in customer lists, a big bump in cash and then all those things kind of rise and if you do enough of those your status keeps growing and growing and growing, and it’s a really fast easy way to continue to grow. How many of you guys want to do a rainmaker project with Nic right now? Alright, very, very cool. Alright, and then I got one last, this is number seven. This kind of ties back to dream 100. The last thing I talked about was, and again this is kind of for everyone in the group, is the levels of the dream 100. I remember when I first started this process, I first got the concept and I didn’t know it was the dream 100 back then, but I was looking at all the different people that would have been on my dream 100 list. It was Mark Joyner, Joe Vitale, all these people that for me were top tier. Tony Robbins, Richard Branson, and I was like, oh, and I started trying to figure out how to get in those spots. And the more I tried, it was so hard to get through the gatekeeper, it was impossible to get through all these gatekeepers, these people. I was like, “Man don’t people care about me. I’m just a young guy trying to figure this stuff out and they won’t even respond to my calls or my emails. I can’t even get through, I thought these people really cared.” Now to be on the flip side of that, I didn’t realize what life is actually like for that, for people like that. For me, I understand that now at a whole other level. We’ve got a million and a half people on our subscriber list. We have 68000 customers, we’ve got coaching programs, got family, got friends. We have to put up barriers to protect yourself or it’s impossible. I felt, I can’t even tell you how bad I feel having Brent this morning, “Can you tell everyone to not do pictures with me.” It’s not that I don’t want to, but do you want me to tell you what actually happens typically? This is why we have to put barriers around ourselves. Here’s my phone, I’ll be in a room, like Funnel Hacking Live and there will be 3000 people in the room, and I’m walking through and someone’s like, “Real quick, real quick, can I get a picture?” I’m like, “I gotta go.” And they’re like, “It’ll take one second.” And I’m like, ahh, “Okay, fine, quick.” And they’re like, “Hold on.” And they get their phone out and they’re like, “Uh, uh, okay, uh, alright got it. Crap it’s flipped around. Okay, actually can you hold this, my arms not long enough can you hold it? Actually, hey you come here real quick, can you hold this so we can get a picture? Okay ready, one two three cheese.” And they grab the camera and they’re off. And for them it took one second. And that person leaves, and guess what’s behind them? A line of like 500 people. And then for the next like 8 hours, the first Funnel Hacking Live, was anyone here at the first Funnel Hacking Live? I spent 3 ½ hours up front doing pictures with everybody and I almost died afterwards. I’m like, I can’t…but I didn’t know how to say no, it was super, super hard. So I realize now, to protect your sanity, people up there have all sorts of gatekeepers and it’s hard. So the way you get through is not being more annoying, and trying to get through people. The way you get to them is by understanding the levels of that. So I tried a whole bunch of times, and I couldn’t get in so I was like, “Crap, screw those guys. They don’t like me anyway, they must be jerks, I’m sure they’re just avoiding me and I’m on a blacklist….” All the thoughts that go through your head. And at that time, I started looking around me. I started looking around and I was like, “hey, there’s some really cool people here.” And that’s when I met, I remember Mike Filsaime, Mike Filsaime at the time had just created a product he launched and he had like a list of, I don’t know, maybe 3 or 4 thousand people. And I remember I created my first product, Zipbrander, and I was all scared and I’m like ,”Hey Mike, I created this thing Zipbrander.” And he messaged back, “Dude that’s the coolest thing in the world.” A couple of things, Mike didn’t have a gatekeeper, it was just him. He got my email, he saw it, and he was like, “This is actually cool.” I’m like, “Cool, do you want to promote it?” and he’s like, “Yes, I would love to promote it.” I’m like, oh my gosh. I had never made a sale online at this point, by the way, other than a couple of little things that fell apart. I never actually made a sale of my own product. Zipbrander was my very first, my own product that I ever created. So Mike was that cool, he sent an email to his list, his 5000 person list, they came over, I had this little pop up that came to the site and bounced around, back in the day. I had 270 people opt in to my list from Mike’s email to it, and I think we made like 8 or 10 sales, which wasn’t a lot, but 67 that’s $670, they gave me half, I made $350 on an email and gained 300 people on my list. I’m like, oh my gosh this is amazing. And I asked Mike, “Who are the other people you hang out with? I don’t know very many people.” And he’s like, “Oh dude, you gotta meet this guy, he’s awesome.” And he brought me to someone else, and I’m like, “Oh this is cool. “ and Mike’s like, “Dude, I promoted Zipbrander, it was awesome, you should promote it.” And then he’s like, “Oh cool.” And he promoted Zipbrander. I’m like, oh my gosh, I got another 30-40 people on my list and there were a couple more sales. And then I asked him, “Who do you know?” and there was someone else, and we stared doing this thing and all the sudden there were 8 or 10 of us who were all at this level and we all started masterminding, networking, figuring things out, cross promote each other and what happened, what’s interesting is that all of our little brands that were small at the time started growing, and they started growing, and they started growing. All the sudden we were at the next tier. And when we got to the next tier all the sudden all these new people started being aware of us and started answering our calls and doing things, and Mike’s like, ‘Oh my gosh, I met this guy who used to be untouchable.” And he brought him in and brought them in and all the sudden we’re at the next level. And we started growing again and growing again. And the next thing we know, four years later I get a phone call from Tony Robbins assistant, they’re like, “Hey I’m sitting in a room and I got Mike Filsaime, Frank Kern, Jeff Walker, all these guys are sitting in a room with Tony Robbins and he thinks that you guys are the biggest internet nerds in the world, he’s obsessed with it and he wants to know if he can meet you in Salt Lake in like an hour.” What? Tony Robbins? I’ve emailed him 8000 times, he’s never responded even once, I thought he hated me. Not that he hated me, it’s that he had so many gatekeepers, he had no idea who I was. But eventually you start getting value and you collectively as a level of the dream 100 becomes more and more powerful. Eventually people notice you because you become the bigger people. And each tier gets bigger and bigger and bigger. So my biggest advice for you and for everybody is understanding that. Yes, it’s good to have these huge dreams and big people, but start looking around. There are so many partnerships to be had just inside this room. How many deals have you done with people in this room so far? Nic: Quite a few. Russell: More than one, right. Nic: Yeah, more than one. Russell: Start looking around you guys. Don’t always look up, up, up and try to get this thing. Look around and realize collectively, man, start doing the crossings because that’s how everyone starts growing together and there will be a time where I’ll be coming to you guys begging, “Can you please look at my stuff you guys, I have this thing called Clickfunnels. You may have heard of it. Can you please help me promote it?” And that’s what’s going to happen, okay. So the level of the dream 100 is the last thing, just don’t discount that. Because so many people are like swinging for the fence and just hoping for this homerun like I was, and it’s funny because I remember eventually people would respond to me, that I was trying for before, and they’d contact me. And I was like, oh my gosh. I realized, I thought this person hated me, I thought I was on a black list. I was assuming they were getting these emails and like, “oh, I hate this. Russell’s a scammer.” In my head right. They never saw any of them. Until they saw me, and they reached out to me and the whole dynamic shifted. So realizing that, kind of looking around and start building your dream 100 list, even within this room, within the communities that you’re in, because there’s power in that. And as you grow collectively, as a group, everyone will grow together, and that’s the magic. So that was number seven. So to recap the seven really quick. Number one, tell your story way too much, to the point where you’re so annoyed and so sick and tired of hearing it that everybody comes to you, and then keep telling it even some more. Number two, in everything you’re doing, energy matters a lot. To the point, even above what you think you’re comfortable with and do that all the time. Number three, make offers for everything. Hook, story, don’t leave them hanging, give them an offer because they’ll go and they will feel more completed afterwards. Number four, start building a list, it ties back to the first thing. Make an offer, get them to build your list, start growing your list because your list is your actual business. Number five, integration marketing. Look for other people’s marketing channels and how you can weave what you do into those channels, so you can get free traffic from all the people who are doing stuff. Number five, create rainmaker projects, find really cool things and bring four or five people together and make something amazing. Share the cash, share the customer list, elevate your status, elevate your brand, and it’s really fun to do because you get to know a whole bunch of people. And Number seven, understanding the levels of the dream 100. Find the people at your level and start growing with them together collectively as you do that, and in a year, two years, three years, five years Tony Robbins will be calling you, asking you to make his video and it will be amazing. Does that sound good? Awesome.

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We sat down with Brandon Fischer, a national team member of the USA who first made the national team just last year, at the age of 30. Fischer takes us through his swimming journey, describing how the pool was a sanctuary for him away from the bullying that came at school. Fischer emphasizes that this built him up to where he is today, saying that this made his resolve stronger to follow the path he thought he could take. This included pursuing a career in engineering after getting an art degree from the University of Wyoming as well as picking up swimming again in 2018 (after having stepped away after 2016 Olympic Trials) to ultimately break the 1:00 barrier in the 100 LCM breast at the 2019 Clovis Pro Swim and make his first national team. Click here to listen and subscribe on Spotify Click here to listen and subscribe on Apple Podcasts Click here to listen and subscribe on Podbean Click here to listen and subscribe on Google Click here to listen and subscribe on YouTube Click here to listen and subscribe on Listen Notes Click here to listen and subscribe on Stitcher Click here to listen and subscribe on iHeartRadio Click here to listen and subscribe on Amazon Click here to listen and subscribe on Pandora Music: Otis McDonaldwww.otismacmusic.com

I almost forgot this secret, but I was reminded tonight and so far it’s working flawlessly. On this episode Russell gives some quick advice on how to increase your conversion rates when doing a webinar. Here are some of the amazing things you’ll hear in today’s episode: Find out why Russell took a “ready, fire, aim” approach to his latest webinar. Find out how he was able to take a live webinar and make it better by adding what he missed after it was over. And hear how he perfected his Clickfunnels webinar over hundreds of live webinars over the first year of its launch. So listen here to hear Russell’s advice for perfecting your webinar, and increasing conversion rates. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets podcast. I’m at the office late night, just did something cool I want to share with you because it’s something you should be doing inside of your webinar, with your presentations, and with your funnels as well. Alright so some of you guys saw the Webinar Fuel webinar that Anthony Morrison and I did recently. In fact, we just did it tonight, for the time you’re listening, or the time I’m recording this, but it could be a week or so by the time you listen to this episode. But basically what happened, we came in here and we did the webinar. It was one of those ready, fire, aim things. I was like, “If we plan this to be in a month from now, it’s going take us a whole month to get it launched.” And we said, “You know, let’s get it done quick.” So we gave ourselves like 3 days. So what that meant was day number one, which was Monday, I created a registration page and promoted it. Day number two, I created the slides as quick as I could, which weren’t perfect, but they were kind of good. Then day three, I finished slides and we went live, and it was just chaos, because we had over 10,000 people registered, we had I think 3500 live, I don’t know, it was chaos. It was a lot of fun though. We did the webinar and overall the webinar was awesome. It crushed it, sales converted really well, everything was awesome with it. But there were like 3 or 4 spots that I could tell didn’t work quite right, that we missed something. Looking back at the questions that people submitted after, it was like, they’re missing this gap. And the urgency and scarcity wasn’t right, and a bunch of things were missing. In fact, it was kind of fun, Todd my cofounder and partner Todd, he watched it and then he messaged me, “Russell, you messed up. You forgot about this and this and this.” And I was like, “How is Todd teaching me webinars now?” but it was actually really good. It was some of the most, the key things that we did inside of Clickfunnels to increase conversions in our webinars, and I totally forgot about it as I was rushing to build these slides out. So basically what it was, again, there was no urgency and scarcity. A couple of things, if you’ve ever gone through any of my webinar trainings, I talk about how in the offer stack you want to introduce constraints so that later in the stack you can unlock those constraints. So what the thought was, instead of saying, “You get webinar fuel with unlimited everything.” was coming and saying, “Hey you get webinar fuel and it’s going to be limited where you get 20 webinars you can build, 100,000 visits.” things like that. So there’s constraints, which people are annoyed by the restraints but it’s okay, because it’s still pretty good. And then at the end of it, the bonus that gets people to act, is to say, “Hey, those who get started today, while we’re live, we’re going to release these constraints. So instead of having 20 webinars you get 100.” Or unlimited, or instead of this you’re gonna get this, kind of break those things out. And so what’s cool about that is, he told me about that stuff and I was like, “Oh my gosh, he’s right.” And right now we are, Brandon Fischer on our team is rendering out the webinar and getting it ready, all sorts of stuff like that. I was like, “Wait, before you render the final version, I need to record some clips.” I ran back to the office, you know it’s nighttime now, whereas it was during the day when we did the webinar, so I turned on the lights, tried to make it look as close as possible, you know, what it looked like before. I came back and I redid three sections of the slides to introduce constraints and then unleash the restraints by making an unlimited offer. Anyway, I recorded those three things, recorded part one, part two, part three, Brandon’s going through and editing it in. And then Anthony and I had an idea of a way to increase it to a bonus, so he’s recording that right now, and then Brandon will edit that in. But it’s taking this presentation that did really, really well, and it’s like, “What are the holes? What are the gaps? What could we do better in recording those things and weaving them in?” And it’s really powerful when you think about it . Can you imagine, you remember, this is probably a horrible example, but it’s top of my head and I’m probably tired right now. But on Seinfeld, it’s the time when George is with his buddies and they’re making fun of him, they keep ripping on him, and he has comebacks, but he’s always way too slow on his comebacks and it doesn’t work. So finally he comes up with the perfect comeback and he’s so excited. And the comeback was something like, “The jerk store called and they’re out of you.” And everyone’s trying to give him, like, “That’s a horrible comeback. You need a better comeback.” And then he keeps trying to put himself in the situations where he can use his comeback that he’s been waiting for because it’s like, this is the perfect comeback, it’s going to crush everybody and destroy him. And he kept setting it up and finally they came back and someone said the thing and he’s like, “The jerk store called and they’re out of you.” And it kind of bombed. But it was funny because he knew, “Oh, this is the line, if I had this line it would have worked perfectly.” And I think for us, the reminder again, it’s been a while since I’ve done something like this, but it’s like the webinar overall was good. But a couple of parts, “Ugh, if I just would have said this, or just had this piece it would have been perfect, and I forgot about it.” So what this gives me the ability, and I’m telling you this, because you guys can do this as well, is I have the recording, it’s done, it’s good, but now I know where the holes are, I’m going back and recording them and trying to record it with the same energy level, trying to record it in the same situations, as close as I can, so that our video editors can just weave it into the presentation, and hopefully people won’t notice. And if they do notice, it’s such a small thing, it’s not going to stop them. But it adds in these things that change everything. And those of you guys who’ve heard my story about  how we launched Clickfunnels, this is exactly what we did. Except we didn’t edit it in a live video and put it into the video. This happed live, we’d go and do webinars every single, honestly 3 or 4 times a week for a year. Where I would do a webinar and I would go back to the questions when the webinar was done, I’d look everywhere and say, “Okay, people are asking questions about this and about this, and about this.” So I knew what their concerns were, I’d go back to the slides, I’d edit the slides, add things in, try to resolve their concerns before they came up, try to make things more simple, and then my presentation got better. And then the next time I did the presentation, exported the questions, found the holes, tweaked the presentation, came back and did it again, and did it again, did it again to the point where a hundred times later the presentation was perfect. I knew every objection, I was able to crush it before the objections even showed up. I knew everything that was holding back from buying. All the pieces I knew, so that’s kind of what we did. So I’m sharing that because, for all of you guys to start thinking through that with your presentations. If you have a presentation that’s good, going back and looking, “what’s the holes?” Especially if you’re doing an automated webinar, “What things can I add to this webinar? What can I tweak? What can I change? How can I increase scarcity? How can I increase the offer? How can I make it better?” and just edit in those things and tweak it, and keep adding to try and make your presentation convert better. So anyway, just some thoughts that I think, I just did it tonight. And it’s funny because you know, there was a time 6 years ago when we were launching Clickfunnels where I was neck deep in this stuff. I was doing so many webinars all the time. I was in it. And because I’ve been CEOing and the things I’ve been doing lately, I haven’t had a chance to really get deep in presentations. And for me it was kind of fun, because I had to do slides fast, I left a lot of gaps, a lot of holes, and it forced me to just do it, and it turned out good, but now I have a chance to come back and make it great and make those changes and those tweaks. So I just want to share that with you guys, because I think a lot of times we launch something and it doesn’t work, or we’re scared or whatever. You gotta be okay with that, you just gotta make the tweaks and the changes and then come back and do it again, and do it again. So anyway, I hope that helps somebody. I just wanted to share that with you real quick tonight. I’m going to get back to editing the rest of this presentation, get it live, because the replays hit tomorrow, and now this new version is going to be even better than the live version was today. Thanks you guys, appreciate you all and I’ll talk to you soon. Bye everybody.

Welcome to the Social Kick Podcast! Thanks for joining us with National Team Member Brandon Fischer.    

Listen to part two of my private coaching session with Nic Fitzgerald. The lessons I shared with him here are the same ones I would share with you if we could meet face to face. On today’s episode Russell continues his chat with Nick Fitzgerald and gives him a list of seven things he can do to help his business grow. Here are some of the awesome things to look forward to in this episode: What a few things that Nick got close to doing totally right, but missed a few key elements. How Nick can collaborate with others in the Two Comma Club X to be able to grow his customer list. And how Russell went from being a nobody, to having Tony Robbins call him to ask for help and how Nick can use that advice to advance his own business. So listen here to find out what the 7 things are that Nick and anyone else can do to grow a business. ---Transcript--- Hey everybody, welcome to Marketing Secrets podcast. I’m so excited, I’m here on stage right now at the Two Comma Club X event with Mr. Nick Fitzgerald onstage. A year ago I gave a podcast to him about how to make it rain and this is section number two. Now those of you who don’t know, in the last 12 months since I did that podcast he’s been making it rain and he’s been changing his life, his family’s lives, but more importantly, other people’s lives as well. And it’s been really cool, so that’s what we’re going to cover today during this episode of the podcast. So welcome back you guys. I’m here on stage with Nick Fitzgerald, so excited. So I made a list of seven things that if I was to sit in a room with him in front of a whole bunch of people I’d be like, “Hey Nick, you’re doing awesome, but here’s some things to look at that I think will help you a lot with what you’re doing.” So number one, when Nick first kind of started into this movement that he’s trying to create, I don’t know when it was, if you created this before or after. When did you create the Star Wars video? Nick: This was, we talked in July, it was September/October. So a few months later. Russell: How many of you guys have seen his Star Wars video? Okay, I’m so glad. For those who are listening, about 10% of the room raised their hand, the other 90% who are friends and followers and fans of Nick have never seen the Star Wars video. His Star Wars video is his origin story and it is one of the best videos I have ever, by far the best video I’ve seen him do, it is insanely good. It comes, do you want to talk about what happened in the video? It’s insanely good. Nick: So I told the story of, I’m a huge Star Wars nerd, so if you didn’t know that, now you do. When I was young my grandma who lived in the same neighborhood as me, she took me to go see Return of the Jedi in the movie theater and I was such a Star Wars nerd, even at a young age, that when I was playing at the neighbors house, and you know, it’s the 80s, so mom and dad are like, “Nick, come home for dinner.” That kind of thing, I would ignore them. I would not come home until they called me “Luke”. No lie. I would make them call me Luke, or I would ignore them. I would not hear them. Russell: Had I known this in high school I would have teased him relentlessly. Nick: So my grandma took me and I remember going and it was so fun because we took the bus, it was just a fun thing. And we went and I just remember walking in and handing my ticket to the ticket person. And then popcorn and just the smells of everything. And again, this is the 80s so walking in the movie theater; I almost lost a shoe in the sticky soda, {sound effects} going on. I just remember how my feet stuck to the floor and all that stuff. And then just being so excited to see my heroes on the big screen and Dark Vader, I just remember watching it. This is such a silly thing to get emotional about, but you know I remember the emperor and Darth Vader dying and all that stuff. It was just like, ah. It was a perfect day. Sorry sound dude. But it was just a perfect day with my grandma who has always been dear to me. So the purpose of that video, I’d put it off for a long time. I knew I needed to tell my own story if I’m going to be helping somebody else tell theirs. And I put it off for a long time, because working through things, I was afraid that if it sucked, if the story was terrible, if the visuals were crappy, that was a reflection on me and my skills. I had worked on a bazillion Hallmark Christmas movies, you know how they put out like 17 trillion Christmas movies every year, if one of those sucks, no offense, they’re not riveting television. Russell: They all suck. Nick: That wasn’t a reflection on me, I was just doing the lighting or the camera work. I didn’t write the story, it wasn’t my story. But this was me, so I put it off for a long time because I knew if I didn’t execute how I envisioned it, that it would reflect poorly on me, and it would be like I was a fraud. So the purpose of the video, there were three purposes. One to tell a story and get people to connect with me on a personal level. As I told that story here, how many of you remembered your feet sticking to the floor of a movie theater? How many of you, when I talk about the smell of popcorn and that sound, you felt and heard and smelled that. So it was one thing, I wanted people to connect with me and just see that I was just like you. Then I wanted to show that I could make a pretty picture. So I had that and I used my family members as the actors. And then I went and talked about how…and then I wanted to use it to build credibility. I’ve worked on 13 feature films and two television series and shot news for the NBC affiliate and worked in tons of commercials. So I’ve learned from master story tellers and now I want to help other people find and tell their story. And then I showed clips of stories that I tell throughout the years. So that was, I just remember specifically when I finally went and made it live, I made a list of about 20 people, my Dream 100 I guess you could say. I just wanted to send them and be like, “Hey, I made this video. I would love for you to watch it.” And Russell’s on that list. So I sent that out and made it live and then it was just kind of funny, it didn’t go viral, I got like 5000 views in a day, and it was like “whoa!” kind of thing. But it was just one of those things that I knew I needed to tell my story and if I wanted to have any credibility as a story teller, not as a videographer, but as a story teller, being able to help people connect, and connect hearts and build relationships with their audience, I had to knock it out of the park. So that was my attempt at doing that. Russell: And the video’s amazing, for the 10% of the room who saw it, it is amazing. Now my point here for Nick, but also for everyone here, I wrote down, is tell your story too much. Only 10% of the room has ever seen that video or ever heard it. How many of you guys have heard my potato gun story more than a dozen times? Almost the entire room, for those that are listening. Tell your story to the point where you are so sick and tired of telling the story and hearing it, that you just want to kill yourself, and then tell it again. And then tell it again. And then tell it again, because it is amazing. The video is amazing, the story is amazing. How many of you guys feel more connected to him after hearing that story right now? It’s amazing. Tell t he story too much. All of us are going to be like, “I don’t want to hear the story. I don’t want to tell the story again.” You should be telling that story over and over and over again. That video should be showing it. At least once a week you should be following everyone, retargeting ads of that video. That video should be, everyone should see it. You’ve got 5,000 views which is amazing, you should get 5,000 views a day, consistently telling that story, telling that story. Because you’re right, it’s beautiful, it’s amazing and people see that and they’re like, “Oh my gosh, I need that for my business. I need to be able to tell my story the way he told that story, because the connection is flawless.” And I think my biggest thing for you right now, is tell your story more. Tell that thing. You’re telling good stories, but that story, that’s like your linchpin, that’s the thing that if you can tell that, it’s going to keep people connected to you for forever. Anyone who’s seen that video, you have a different level of connection. It’s amazing, it’s shot beautifully. You see his kids looking at the movies, with lights flashing, it’s beautiful. So telling your story more, that’d be the biggest thing. It’s just like, all the time telling that story over and over and over again. That’s number one. Alright, number two, this one’s not so much for you as much for most of everybody else in here, but number two is that energy matters a lot. I’m not talking about, I’m tired during the day. I’m talking about when you are live, or you are talking in front of people, your energy matters a lot. I was hanging out with Dana Derricks, how many of you guys know Dana, our resident goat farmer? By the way, he’s asked every time I mention his name is please not send him anymore goats. He’s gotten like 2 or 3 goats in the last month from all of our friends and family members here in the community. Please stop sending him goats. He loves them but he doesn’t want any more. Anyway, what’s interesting, I was talking to Dana, and he’s like, “Do you know the biggest thing I’ve learned from you?” and I’m like, “No. what?” and I thought it was going to be like dream 100 and things like that. No, the biggest thing that Dana learned from me, he told me, was that energy matters a lot. He’s like, “When I hang out with you, you’re kind of like blah, but when you get on stage you’re like, baaahh!” and I started telling him, the reason why is when I first started this career, in fact, I have my brother right now pulling all the video clips of me from like 12 or 13 years ago, when I had a shaved head and I was awkward like, “Hi, my name is Russell Brunson.” And we’re trying to make this montage of me over 15 years of doing this and how awkward and weird I was, and how it took 8-10 years until I was normal and started growing my hair out. But I’m trying to show that whole montage, but if you look at it like, I was going through that process and the biggest thing I learned is that if I talked to people like this, when you’re on video you sound like this. The very first, I think I’d have an idea and then I’d just do stupid things. So I saw an infomercial, so I’m like I should do an infomercial. So I hired this company to make an infomercial and next thing I know two weeks later I’m in Florida and there’s this host on this show and he’s like the cheesiest cheese ball ever. I’m so embarrassed. He asked me a question and I’m like, “Well, um, you know, duh, duh…” and he’s like, “Whoa, cut, cut, cut.” He’s like, “Dude, holy crap. You have no energy.” I’m like, “No, I feel really good. I have a lot of energy right now.” He’s like, “No, no you don’t understand. When you’re on tv, you have to talk like this to sound normal. If you just talk normal, you sound like you’re asleep.” I’m like, “I don’t know.” So we did this whole infomercial and he’s like all over the top and I’m just like, trying to go a little bit higher and it was awkward. I went back and watched it later, and he sounded completely normal and I looked like I was dead on the road. It was weird. Brandon Fischer, I don’t know if he’s still in the audience, but we did…Brandon’s back here. So four years ago when Clickfunnels first came out we made these videos that when you first signed up we gave away a free t-shirt. How many of you guys remember seeing those videos? I made those videos and then they lasted for like four years, and then we just reshot them last week because it’s like, “Oh wow, the demo video when we’re showing CLickfunnels does not look like Clickfunnels anymore. It’s completely changed in four years.” So Todd’s like, “You have to make a new video.” I’m like, “I don’t want to make a video.’ So finally we made the new videos, recorded them and got them up there and we posted them online, and before we posted them on, I went and watched the old ones, and I watched the old ones and I was like, “Oh my gosh, this is just four years ago, I am so depressing. How did anybody watch this video?” It was bad, right Brandon. It was like painfully bad. I was like, “oh my gosh.” That was just four years ago. Imagine six years ago, or ten years. It was really, really bad. And when I notice the more energy you have, the more energy everyone else has. It seems weird at first, but always stretch more than you feel comfortable, and it seems normal, and then you’ll feel better with it and better with it. But what’s interesting about humans is we are attracted to energy. I used to hate people talking energy talk, because I thought it was like the nerdy woo-woo crap. But it’s so weird and real actually. I notice this in all aspects of my life. When I come home at night, usually I am beat up and tired and worn out. I get up early in the morning, and then I work super hard, I get home and I get out of the car and I come to the door and before I open the door, I’m always like, Okay if I come in like, ugh, my whole family is going to be depressed with me.” They’ll all lower to my energy level. So I sit there and I get into state and I’m like, okay, whew. I open the door and I’m like, “What’s up guys!! I’m home!” and all the sudden my kids are like, “Oh dad’s home!” and they start running in, it’s this huge thing, it’s crazy, and then the tone is set, everyone’s energy is high and the rest of the night’s amazing. When I come in the office, I walk in and realize I’m the leader of this office and if I come in like, “Hey guys, what’s up? Hey Nick, what’s up?” Then everyone’s going to be like {sound effect}. So I’m like, okay when I come in I have to come in here, otherwise everyone is going to be down on a normal level. I have to bring people up. So we walk in the office now and I’m like, “What’s up everybody, how’s it going?” and I’m excited and they’re like, “Oh.” And everyone’s energy rises and the whole company grows together. So l love when Dave walks through the door, have you guys ever noticed this? When Dave walks through the door, I’m at a 10, Dave’s like at a 32 and it’s just like, he wakes up and comes over to my  house at 4:30 in the morning to lift weights. I sleep in an hour later, and I come in at 5:45 or something, and I walk in and I’m just like, “I want to die.” And I walk in and he’s like, “Hey how’s it going?.” I’m like, “Really good man. You’ve been here for an hour.” And all the sudden I’m like, oh my gosh I feel better. Instantly raised up. It’s kind of like tuning forks. Have you noticed this? If you get two tuning forks at different things and you wack one, and you wack the other one, and you bring them close together, what will happen is the waves will increase and they end up going at the exact same level. So energy matters. The higher your energy, the higher everyone else around you will be, on video, on audio, on face…everything, energy matters a lot. So that’s number two, when you’re making videos, thinking about that. Alright number three, okay this, you were like 90% there and I watched the whole thing and I was so excited and then you missed the last piece and I was like, “Oh it was so good.” So a year after that Facebook message came, you did a Facebook live one year later to the day, and he told that story on Facebook live. And I was like, “Oh my gosh this is amazing.” And he told that story, and he was talking about it, and I was emotional, going through the whole thing again. This is so cool, this is so cool. And he told the story about the podcast, and this podcast was an hour long, and the thing and his life changed and all this stuff… And I know that me and a whole bunch of you guys, a whole bunch of entrepreneurs listened to this story and they’re at bated breath, “This is amazing, this is amazing.” And he gets to the very end, “Alright guys, see you tomorrow.” Boom, clicks off. And I was like, “Aaahhh!” How can you leave me in that state?  I need something, I need something. So the note here is I said, make offers for everything. Think about this, at the end when you ended, and everyone’s thinking, I want to hear that episode, where is that? How would it be? Now imagine you take the opportunity at the very end that says, “How many of you guys would like to hear that episode where Russell actually made me a personal podcast? And how many of you guys would actually like if I gave you my commentary about what  I learned and why it was actually important to me? All you gotta do right now is post down below and write ‘I’m in.’ and I’ll add you to my messenger list and I’ll send you that podcast along with the recording where I actually told you what this meant to me.” Boom, now all those people listening are now on his list. Or they can even go opt in somewhere. But all you did was tell the story and everything and we were all sitting with bated breath and I was just like, at the end make the offer. You guys want the stuff I talked about, you want the thing? You want the thing? And then you send them somewhere and now you captured them and consider them longer term and you can do more things with them. It was like, hook, story, dude where’s my offer? Give me something. But it was awesome. How many of you guys felt that way when you listened to that thing and you’re just like, “I don’t even know where to find that episode. Russell’s got eight thousand episodes everywhere, I don’t even know where to look for it.” You could have been like, here’s the link. Just the link….if you guys can’t figure out how to make an offer, go listen to a whole bunch of stuff, find something amazing and be like, “oh my gosh you guys, I was listening to this Tim Ferris podcast, he did like 800 episodes, every one is like 18 hours long, they’re really hard to listen to, but I found this one from 3 ½-4 years ago where he taught this concept and it was insane. It was amazing; I learned this and this. How many of you want to know what that is? Okay, I have the link, if you message me down below I’ll send you the link to exactly where to find that episode.” Everyone will give it to you. You’ll be like, “But it’s free on the internet Russell.” It doesn’t matter. You know where it’s at and they don’t. They will give you their contact information in exchange for you giving them a direct link to the link. Back before I had anything to give away for opt ins, guess what I used to do. I used to go to YouTube and I would find cool videos from famous people. One of my favorite ones we did was I went and typed in YouTube, “Robert Kiyosaki” because he was one of my big mentors at the time. And there was all these amazing Robert Kiyosaki videos on YouTube for free. Tons of them. Hour long training from Robert Kiyosaki. Four hour long event from Robert Kiyosaki. All this stuff for free listed in YouTube. So I made a little Clickfunnels membership site, I got all the free videos and put them inside a members area and just like, “Tab one, Robert Kiyosaki talking about investing, Robert kiyosaki talking about stocks, Robert Kiyosaki talking….” And I just put all the videos in there and made a squeeze page like, “Hey, who wants a whole bunch of free, my favorite Robert Kiyosaki videos?” and I made a little landing page, people opt in, I give them access to the membership site, and then I went and targeted Robert Kiyosaki’s audience and built a huge list off his people. Dream 100. Imagine with Dream 100 instead of doing just one campaign to all the people, if each person in your dream 100 you made a customized membership site with the free content right now, be like, “Hey, you’ve listened to a lot of Grant Cardone, he’s got four podcasts, 5000 episodes, there’s only four that are actually really, really good. Do you guys wan tto know what they are? Opt in here, I’ll give you the four best episodes of all. I currated all these for you to give you the four best.” And target Grant’s audience with that, now you got all his buyers coming into your world. Is that alright, is that good. Alright number four ties along with this. Number four, start building a list ASAP. I don’t think I’ve ever seen you do a call to action to get a list anywhere, have I? After today’s session you’re …..just build a list. If you got nothing from this event at all, every time you do a hook and story, put them somewhere to build a list, because that’s the longevity. Because that’s where if Zuckerberg snaps his finger and you lose all your fans and followings and friends, and all the sudden you’re trying to build over somewhere else, it won’t matter because you’ll have those people somewhere external and now you can message them and bring them back into whatever world you need them to be at. But that’s how you build stability in business. It’s also how you sell this time, you want to sell it the next time and the next time, the list is the key. Funnel Hacking Live, the first Funnel Hacking Live it was a lot of work and we sold out 600 people in the room, and we kept growing the list and growing the list, the next year we did 1200. Then we did 1500, last year was 3000, this year we’re going to be at 5000. We’re building up the list and building up pressure and excitement and then when you release it, it gives you the ability to blow things up really, really fast.  Okay, that was number four. Okay number five, I wrote down integration marketing, adding to other’s offers to build a buyer list. So this is a little sneaky tactic we used to back in the day when I didn’t have my own list, but I had a couple of skills and talents which you do happen to have, which is nice. If you have no skills this won’t work, but if you have skills you’re lucky. So Frank Kern used to do this as well. Frank is sneaky. He used to do this all the time and I saw him doing it and I’m like, “Oh my gosh, he’s brilliant.” So Frank did a one hour presentation somewhere and he called it Mind Control, it wasn’t Mass Control, but it was something like about how to control the minds of your prospects through manipulation and something sneaky. And the title alone was amazing. It was a one hour presentation he gave somewhere. And he put it on these DVDs and what he did, he went to like Dan Kennedy and he’s like, “Hey Dan, you have all of your buyer and you send them this newsletter every single month,” at the time they had 13000 active members, these were their best buyers. He’s like, “This DVD I sell for like a thousand bucks. Do you want to give it to all your people for free?” And Dan’s like, “sure.” And all the sudden the next month, Franks got his best CD with his best stuff in the mailbox of the 13000 best customers, every single person that Dan Kennedy’s been collecting for the last 15 years. So think about this. With your skill set, look at the other people in the market, all the dream 100 who are doing things and how do you create something you can plug into their offers, and every single time one of those people sell a product, your face is popping up as well. It’s called integration marketing, my first mentor Mark Joyner wrote a book called Integration Marketing, it’s a really fast read. You can read it in an hour, but it will get your mind set thinking about it. How can I integrate with what other people are always doing? Because I can go and make a sell, and make another sell, but I was like, when we launched Clickfunnels I was like, “How can I figure out other people’s sales processes that are already happening and somehow inject myself into all these other sales processes?” That way every single time Steven Larsen sells something or someone else sells something, or all these people are selling something, it always somehow gets flown back to me. I want every product, every course, everything happening in the internet marketing world to somehow have people saying my name. That’s my goal. How many of you guy have been to other people’s events and I’m not there and they say my name? It makes me so happy. I get the instagrams from some of you guys, “Hey so and so just said your name.” I’m like, that’s so good. How have I done that? I spent a lot of my life integrating into everybody’s offers. Initially when I first got started, every single person who had a product, I was an interview in everyone’s product. I was like, looking at people launching a product, specific product launches coming, I’d contact them. Product launch is coming up, “Hey man, is there any way I could do a cool thing for your people? I could create this and give it to you and you could plug it into your product?” and everyone’s like, ‘Sure, that’d be awesome.” And all the sudden, boom, they get 5000 new buyers came in and every single one of them got my thing. They’re hearing my name, hearing my voice and it’s just constant integration. I think about how I met Joe Vitale, I talked about that earlier with the greatest showman. He was in an interview in a course I bought from Mark Joyner, I listened to it, fell in love with Joe Vitale, bought his stuff, given him tons of money over the years, a whole bunch of good stuff because he was integrated in that. So looking at other ways to integrate, the skill set that you already have into other people’s marketing channels because then you’re leveraging anytime any of these partners make a sell, you’re getting customers coming through that flow as well. Cool? Nick: Yeah. Russell: That was number five. Number six, I call this one rainmaker projects, because we talked about rainmaker during the first podcast interview. So rainmaker projects are, and again when I first started my career I did tons of these, where it’s like, I was really good at one piece. For you, you’re really good at video and story telling. And I look out here and be like, okay who is someone else here that is awesome? So and so is really good at making a product on Facebook ads. “You’re really good at Facebook ads, so I’ll do the video for this course, you do the Facebook, you do the actual ads for us.” And then, you’re awesome at doing the traffic and you bring in four or five people, like this little avenger team, and you create a cobranded product together and you launch it and everyone makes a bunch of money, split all the money, 50/50/50/50, that makes more than 100,but you know what I’m talking about, everyone splits the money, everyone splits the customer list and all the sudden you’ve all pulled your efforts, your energy, your talents together and everyone leaves with some cash, and you also leave with the customer list, and that’s when you start growing really, really rapidly. When I started I didn’t have a customer list, I had a very small one. But I had a couple of skill sets so that’s why I did tons of these things. That’s like, if you guys know any of my old friends like Mike Filsaime, Gary Ambrose, I could list off all the old partners we had back in the day, and that’s what we did all the time, these little rainmaker projects. We didn’t call them that back in the day, but that’s what it was. It was just like, we all knew what our skill sets were, and it’s like, let’s come together, let’s make a project. This isn’t going to be how we change the world, it’s not going to be something we’re going to scale and grow, but it’s like, it’s going to be a project, we put it together, we launch it, make some money, get some customers, get our name out in the market, and then we step away from it and then we all go back to our own businesses. It’s not like, that’s why it’s funny because a lot of times people are scared of these. Like, “Well, how do we set up the business structure? Who’s going to be the owner? Who’s the boss?” No, none of that. This is an in and out project where all the rainmakers come together and you create something amazing for a short period of time, you split the money and you go back home with the money and the customers. But it gave you a bump in status, a big bump in customer lists, a big bump in cash and then all those things kind of rise and if you do enough of those your status keeps growing and growing and growing, and it’s a really fast easy way to continue to grow. How many of you guys want to do a rainmaker project with Nick right now? Alright, very, very cool. Alright, and then I got one last, this is number seven. This kind of ties back to dream 100. The last thing I talked about was, and again this is kind of for everyone in the group, is the levels of the dream 100. I remember when I first started this process, I first got the concept and I didn’t know it was the dream 100 back then, but I was looking at all the different people that would have been on my dream 100 list. It was Mark Joyner, Joe Vitale, all these people that for me were top tier. Tony Robbins, Richard Branson, and I was like, oh, and I started trying to figure out how to get in those spots. And the more I tried, it was so hard to get through the gatekeeper, it was impossible to get through all these gatekeepers, these people. I was like, “Man don’t people care about me. I’m just a young guy trying to figure this stuff out and they won’t even respond to my calls or my emails. I can’t even get through, I thought these people really cared.” Now to be on the flip side of that, I didn’t realize what life is actually like for that, for people like that. For me, I understand that now at a whole other level. We’ve got a million and a half people on our subscriber list. We have 68000 customers, we’ve got coaching programs, got family, got friends. We have to put up barriers to protect yourself or it’s impossible. I felt, I can’t even tell you how bad I feel having Brent this morning, “Can you tell everyone to not do pictures with me.” It’s not that I don’t want to, but do you want me to tell you what actually happens typically? This is why we have to put barriers around ourselves. Here’s my phone, I’ll be in a room, like Funnel Hacking Live and there will be 3000 people in the room, and I’m walking through and someone’s like, “Real quick, real quick, can I get a picture?” I’m like, “I gotta go.” And they’re like, “It’ll take one second.” And I’m like, ahh, “Okay, fine, quick.” And they’re like, “Hold on.” And they get their phone out and they’re like, “Uh, uh, okay, uh, alright got it. Crap it’s flipped around. Okay, actually can you hold this, my arms not long enough can you hold it? Actually, hey you come here real quick, can you hold this so we can get a picture? Okay ready, one two three cheese.” And they grab the camera and they’re off. And for them it took one second. And that person leaves, and guess what’s behind them? A line of like 500 people. And then for the next like 8 hours, the first Funnel Hacking Live, was anyone here at the first Funnel Hacking Live? I spent 3 ½ hours up front doing pictures with everybody and I almost died afterwards. I’m like, I can’t…but I didn’t know how to say no, it was super, super hard. So I realize now, to protect your sanity, people up there have all sorts of gatekeepers and it’s hard. So the way you get through is not being more annoying, and trying to get through people. The way you get to them is by understanding the levels of that. So I tried a whole bunch of times, and I couldn’t get in so I was like, “Crap, screw those guys. They don’t like me anyway, they must be jerks, I’m sure they’re just avoiding me and I’m on a blacklist….” All the thoughts that go through your head. And at that time, I started looking around me. I started looking around and I was like, “hey, there’s some really cool people here.” And that’s when I met, I remember Mike Filsaime, Mike Filsaime at the time had just created a product he launched and he had like a list of, I don’t know, maybe 3 or 4 thousand people. And I remember I created my first product, Zipbrander, and I was all scared and I’m like ,”Hey Mike, I created this thing Zipbrander.” And he messaged back, “Dude that’s the coolest thing in the world.” A couple of things, Mike didn’t have a gatekeeper, it was just him. He got my email, he saw it, and he was like, “This is actually cool.” I’m like, “Cool, do you want to promote it?” and he’s like, “Yes, I would love to promote it.” I’m like, oh my gosh. I had never made a sale online at this point, by the way, other than a couple of little things that fell apart. I never actually made a sale of my own product. Zipbrander was my very first, my own product that I ever created. So Mike was that cool, he sent an email to his list, his 5000 person list, they came over, I had this little pop up that came to the site and bounced around, back in the day. I had 270 people opt in to my list from Mike’s email to it, and I think we made like 8 or 10 sales, which wasn’t a lot, but 67 that’s $670, they gave me half, I made $350 on an email and gained 300 people on my list. I’m like, oh my gosh this is amazing. And I asked Mike, “Who are the other people you hang out with? I don’t know very many people.” And he’s like, “Oh dude, you gotta meet this guy, he’s awesome.” And he brought me to someone else, and I’m like, “Oh this is cool. “ and Mike’s like, “Dude, I promoted Zipbrander, it was awesome, you should promote it.” And then he’s like, “Oh cool.” And he promoted Zipbrander. I’m like, oh my gosh, I got another 30-40 people on my list and there were a couple more sales. And then I asked him, “Who do you know?” and there was someone else, and we stared doing this thing and all the sudden there were 8 or 10 of us who were all at this level and we all started masterminding, networking, figuring things out, cross promote each other and what happened, what’s interesting is that all of our little brands that were small at the time started growing, and they started growing, and they started growing. All the sudden we were at the next tier. And when we got to the next tier all the sudden all these new people started being aware of us and started answering our calls and doing things, and Mike’s like, ‘Oh my gosh, I met this guy who used to be untouchable.” And he brought him in and brought them in and all the sudden we’re at the next level. And we started growing again and growing again. And the next thing we know, four years later I get a phone call from Tony Robbins assistant, they’re like, “Hey I’m sitting in a room and I got Mike Filsaime, Frank Kern, Jeff Walker, all these guys are sitting in a room with Tony Robbins and he thinks that you guys are the biggest internet nerds in the world, he’s obsessed with it and he wants to know if he can meet you in Salt Lake in like an hour.” What? Tony Robbins? I’ve emailed him 8000 times, he’s never responded even once, I thought he hated me. Not that he hated me, it’s that he had so many gatekeepers, he had no idea who I was. But eventually you start getting value and you collectively as a level of the dream 100 becomes more and more powerful. Eventually people notice you because you become the bigger people. And each tier gets bigger and bigger and bigger. So my biggest advice for you and for everybody is understanding that. Yes, it’s good to have these huge dreams and big people, but start looking around. There are so many partnerships to be had just inside this room. How many deals have you done with people in this room so far? Nick: Quite a few. Russell: More than one, right. Nick: Yeah, more than one. Russell: Start looking around you guys. Don’t always look up, up, up and try to get this thing. Look around and realize collectively, man, start doing the crossings because that’s how everyone starts growing together and there will be a time where I’ll be coming to you guys begging, “Can you please look at my stuff you guys, I have this thing called CLickfunnels. You may have heard of it. Can you please help me promote it?” And that’s what’s going to happen, okay. So the level of the dream 100 is the last thing, just don’t discount that. Because so many people are like swinging for the fence and just hoping for this homerun like I was, and it’s funny because I remember eventually people would respond to me, that I was trying for before, and they’d contact me. And I was like, oh my gosh. I realized, I thought this person hated me, I thought I was on a black list. I was assuming they were getting these emails and like, “oh, I hate this. Russell’s a scammer.” In my head right. They never saw any of them. Until they saw me, and they reached out to me and the whole dynamic shifted. So realizing that, kind of looking around and start building your dream 100 list, even within this room, within the communities that you’re in, because there’s power in that. And as you grow collectively, as a group, everyone will grow together, and that’s the magic. So that was number seven. So to recap the seven really quick. Number one, tell your story way too much, to the point where you’re so annoyed and so sick and tired of hearing it that everybody comes to you, and then keep telling it even some more. Number two, in everything you’re doing, energy matters a lot. To the point, even above what you think you’re comfortable with and do that all the time. Number three, make offers for everything. Hook, story, don’t leave them hanging, give them an offer because they’ll go and they will feel more completed afterwards. Number four, start building a list, it ties back to the first thing. Make an offer, get them to build your list, start growing your list because your list is your actual business. Number five, integration marketing. Look for other people’s marketing channels and how you can weave what you do into those channels, so you can get free traffic from all the people who are doing stuff. Number five, create rainmaker projects, find really cool things and bring four or five people together and make something amazing. Share the cash, share the customer list, elevate your status, elevate your brand, and it’s really fun to do because you get to know a whole bunch of people. And Number seven, understanding the levels of the dream 100. Find the people at your level and start growing with them together collectively as you do that, and in a year, two years, three years, five years Tony Robbins will be calling you, asking you to make his video and it will be amazing. Does that sound good? Awesome.

Take a quick break from your day as we hear from Brandon Fischer in our first employee spotlight mini episode. Brandon works as our Compliance Manager at our Kansas City, Kan., office in the mind behind the name for this podcast. Want to learn more about innovation at Dairy Farmers of America? Check out our website at www.dfamilk.com/innovation.

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

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

A personal message to a friend who is struggling. On this extra long episode Russell talks to a friend from elementary school about how to go from being a technician and having a cap on his income to being a rainmaker and having an unlimited ceiling on his income. Here are some cool things you will hear on this episode: What the roles of the Entrepreneur, the technician, and the rainmakers are in the business hierarchy. Why getting really good at being a technician is not the way to have unlimited earning potential. How you can use your technician skills and apply them into being a rainmaker. So listen to Russell explain how to go from being technician to making it rain! ---Transcript--- Hey everyone, this is Russell Brunson. Welcome to an insanely late night Marketing Secrets podcast. I am here, for those watching on tv, I’m in the car. Over there you can see Norah. It is late, insanely late. In one minute it will be midnight here and we’re about to take you guys on a very special Marketing Secrets Podcast. Alright, I hope you guys are doing amazing. Right now my little baby Norah and I are on a mission. It’s a secret mission to get her to hopefully fall asleep. We started weaning her off the bottle about a week ago before our family vacation because we thought it would be so much nicer to not have bottles on this trip. That was a good idea, huh Norah. But what we didn’t think about was the fact that she’s insane and now she won’t go to bed at all. She won’t take naps, since her naps happen when she finally passes on. We got back from the lake, we’re on a family vacation, we went to the lake and had a really good time, and then she wouldn’t fall asleep and we were driving back and forth and finally when I went to the store to buy something for dinner tonight. When we were coming back she passed out and she slept for 3 hours. She was so beat. Then she woke up and now she won’t go back to bed. So this is the second night in a row. Last night I was also out driving until about midnight, 12:30 she fell asleep last night. It’s 12:00 right now, hopefully in less than 30 minutes she will be asleep. But I am on vacation having a good time. If you listen to my last Marketing Secrets podcast it talked about how vacations can be really tough for entrepreneurs. I feel like we’re not moving, there’s no momentum. We’re stuck in a spot. That’s somewhere that I definitely feel. As much fun as vacation is it’s also hard for me, I got stuff to do, people to see, places to go. Actually, it’s interesting as I was packing the car up as I was about to leave, between hiking stuff in and out to the car and everything I was checking Facebook and it’s interesting. There was a friend who I don’t think I’ve seen him, I think the last time we talked was in elementary school. I remember 6th grade, it’s kind of a funny story. In 6th grade we were moving these big boxes and he had this big box and he dropped it. I don’t know why I remember this, but I remember him saying it was super embarrassing to drop this box of stuff and he was saying, “Someday this is going to be one of those things that people remember me by. Remember that day you dropped this huge box.” I remember thinking that was really interesting. And now, it’s 30 years later and I remember that day, it’s kind of funny. But anyway, I remember he was in junior high and high school with me but he was a basketball player and I was a wrestler so we didn’t really cross paths a lot. But I knew who he was and grew up in elementary school and I always had respect for him. When the book of faces came out, Zuckerberg, it was kind of fun because you can go back and remember high school, junior high, and elementary school friends. And people from wrestling and different aspects of your life and you start adding them on Facebook. So he was one of the names that popped up years ago, I added him and hadn’t thought much more about it. Every once in a while I saw posts from him, so I kind of knew what he was doing, but not a lot. He shifted his job or his business or career a couple of times and didn’t seem like he was having a lot of success. I remember it seems like last Christmas or something, he posted something really negative and I felt bad for him. But it’s also one of those things that when I first started my business and started learning about entrepreneurship and learning how to sell things and all this world became open to me, I remember at first I wanted to share with everybody. I tried to share with friends, family members, people at church, everyone I bumped into. I was so excited to tell this thing that I had learned. I was so excited I would share with every single person. It was so mind blowing to me that most people just “Oh, cool. Nice.” I’m like you don’t understand it’s not just nice. It was so frustrating to me. But it’s funny because that was, I always tried to change everybody and save them and help them because I thought that was what I was supposed to do. After a couple of years of that I realized that none of the people I tried to help ever did anything with it. It was really depressing me, so that’s when I shifted back and started doing the business for a long time.   I think I got into coaching because I wanted to share it, and it was cool when I started coaching. It was people who would come, people who it was their idea first and came to me to learn how to do it. Those people I could mold, help and change because they had the desire first. It’s because of that I’ve been very cautious the last decade of my life going out of my way to talk to people about this stuff unless they raised their hand first. So I saw him last December say something and I didn’t see my spot to say something, so I didn’t say anything. Then as I was leaving, I was going through Facebook, again we’re packing the cars and I’m sneaking out to do what you do with the phones. So I see this post, this long post and it was again a negative thing and he was talking about how much he was struggling and trying to make money and all these things, and I think he said that this last year he made $25,000, and that was what he made in an entire year. He was really struggling and trying to make things better for his family, life and wife and he couldn’t figure it out and was just frustrating and was just kind of venting. How you doing Norah? She’s so cute back there. I hope she falls asleep soon. Anyway, I felt for him. I was just like, do I say something or not. For whatever reason I decided to just reach out to him. I was like “Hey man, the problem..We haven’t talked in 20+ years, I don’t know if you know who I am. The problem is you’re not focusing on the right thing. I can help you but I don’t want to intrude, it’s not my business. I can help you, I know what’s wrong, it’s an easy fix. In the last year and a half, few years we’ve helped. I’ve been a coach to almost 200 people now to become a millionaire. Tens of thousands of people to make 100 thousand or more in year. I know the game, I know what it takes and what it doesn’t take.” I said something like that and my next post was, I wish I could read it right now. “I’m not trying to pitch you on some MLM. I honestly, if you want help I can help you because I know what’s wrong.” He was like, “Really? Yeah, I want to know.” So I told him a couple of things and I said, “If you do those things, I’ll record a podcast for you while I’m on my trip and kind of go into more detail.” So this last 3 days I keep thinking about that and I’m excited so that’s what I’m actually doing right now and I hope it benefits all of you guys. Because I think for most people who are stuck, it’s not something that unique to you, it’s not. A lot of times we think our situation’s unique, but it’s not. It’s a pattern that happens over and over again. The key to breaking patterns is recognizing it and realizing what the correct pattern is and replacing it. It’s not hard, it’s just hard because it’s the first time most people have gone through it personally. So that’s kind of the context. I just wanted to share this message, it’s really for him, I’m not going to go super specific, but I think it’ll be helpful for everybody. I know that typical people I talk to in this podcast are people who are entrepreneurs already and this is kind of I guess for someone who’s on that line between the job maybe and the entrepreneur. That line where it’s like, you’re not fully an entrepreneur running this way, but you’re struggling at the job thing and you’re in between. That’s what this podcast is for and I hope it kind of helps. With that said, I’m going to jump into this. So the first thing that I kind of told him in the message, the first thing is you’re focusing on the wrong thing. And he’s like, “I’ve been focusing on perfecting my craft.” And just kind of some perspective, the industry he’s going into is film. So he’s trying to do movies and videos and all that kind of stuff. So he’s like, “I’m focusing on getting better at my craft and I’m also doing a lot of networking.” So I go, “okay, yes. You are completely focusing on the wrong two things. You are focusing on things to help you get better at your thing, but you have to shift your focus to making money.” That’s a weird concept because it’s something that I remember the first time I had that epiphany. I need to learn how to make money. I was in school learning all this crap and I’m looking at this stuff and studying and I was like, I’m not actually learning how to make money. I still remember one of my biggest gripes with college is I took two semesters of accounting and two semesters of finance and they never once taught you how to do your own taxes, which is insane. School sucks. Just throwing that out there for those who are wondering my thoughts on the whole thing. But it’s crazy the fact that they don’t teach you that thing. And I realized I’m not learning how to make money here in school. And I started studying how to make money. It was interesting how different it was. It’s not what you’re learning in school. And now fast forward, I think it’s been, let’s see…it’ll be my 15th anniversary in a month from now and we got married with a year left in school. So 14 years I’ve been graduated from school. Looking back on it now from this sign. Sorry I’m waiting for a stop light, but there’s no stop light, there’s a stop sign. Little Norah’s still awake. Anyway, as I look at it now from this lens looking back, it’s interesting, a lot of times we want something. I remember growing up, you always hear your parents and people say you gotta go to school to get a good education so you can make good money. We all heard that. That’s a thing that parents say a lot. So we assume that those two things coincide. Good job, good education equals more money. But not necessarily. Now I look at again from my perspective, 14 years later, it’s interesting. I was thinking about this a lot over the last two or three days especially. If you want to look at the structure of how people make money, because there’s definitely, there’s you make money and there’s places you don’t. And most places you’re focusing on, like when he said he was focusing on getting better at his skills in networking. He’s focusing on something that’s good, but it’s not making money. So I’m going to start at the top. The top is a pure entrepreneur, so the top of a business, the hierarchy chart, so the top is the entrepreneur who starts the business. Typically, at least the entrepreneurs that I like to work with, the entrepreneurs are passionate about something, but their mostly passionate, not just about that thing, but getting that thing out to people. That’s what defines an entrepreneur. If any of you guys have read the Emyth, by Michael Gerber, he talks about what happens with a lot people is they think they’re entrepreneurs, and they get a job at the bakery shop and start baking cakes. They see the owner of a bakery shop and they’re like, “This guy is an idiot and I could do better than him.” And then what Michael Gerber says is that they have an entrepreneurial seizure. They think they’re smarter so they start their own bakery. The problem is that they’re not an actual entrepreneur, they’re a technician. They’re somebody who is in the business who is doing it. They’re making the bread, the cakes, the stuff but they look at the entrepreneur who they think is an idiot, so they have the entrepreneurial seizure and say they want be the entrepreneur and start their own business and say, “I can make bread better than anyone else. I can make cakes.” And they’re passionate about the thing and create the business and what happens to the business? It fails. It has a 90+% failure rate. Because it’s technicians, it’s people who think that the key is the thing. They think that the cake is what runs the business. It’s their passion about the cake, the creation of the cake, they don’t understand that that’s not the business. In the business the entrepreneur’s job is being passionate about getting the cake out to as many people as possible. That’s where the money’s at. That’s why most businesses fail. Because it’s not the entrepreneur running it, it’s someone who had an entrepreneurial seizure and is a technician and is trying to do that thing and thinks they should start a business because of it. My first question for everyone listening to this, are you the entrepreneur? The good news is we go deeper into this…….holy cow, a deer just crossed the path……There are ways to make money, not as an entrepreneur in a business. But it’s not where you probably think that they are. I’m just thinking for example, a doctor. Doctors make good money. How many times did you hear that you have to become a doctor to make good money, or a dentist to make good money. So those people make good money, but not there’s no limit to your income money. Because a doctor is a technician. They are just highly paid technician because a lot of school goes into it. But they’re still a technician. They’re not an entrepreneur, they have a definite cap on their income growth, always. So just depending on what technician you pick. Let’s say you’re going into a company to get a job, you’re capped by the earning potential of that role you take on. If you’re a doctor, a dentist, a baker, support person. You’re capped at whatever that thing is, which is fine, it’s just knowing that’s where you’re capped at. If you want no cap, the first spot you have to look at is entrepreneur. But to be an entrepreneur you have to understand that it’s not being passionate about the creation of the thing, it’s being passionate about the selling of the thing. There’s a big reason why I wrote the Expert Secrets book. It’s because typically Experts who are really passionate about their topic are also passionate about getting their topic out. By definition they are entrepreneur’s because they are trying to get the message out about that thing. They own the bakery, they make the cake, but they’re more excited aobut telling people about the cake. That’s what makes them successful about entrepreneurs. That’s why I love working with entrepreneurs. So there’s the top of the….let me flip the car around, I’m getting out to no man’s land now. So that’s the top of this pyramid scheme of business. I don’t know if you want to call it that. But the entrepreneurs are at the top. And that’s what most people look at. The entrepreneur is the person that makes all the money. But they’re all the person who risk everything. Entrepreneurship is a scary thing because you have no earning potential at the top, but you’re also the one with all the risk on your back. For a lot of people you can’t just go out and become an entrepreneur immediately, especially if you have a wife and kids. Because you have to have security. There’s this huge draw with people who have entrepreneurial desires, but they also have security needs between your family. So that’s a hard thing to just gamble and jump and say “I’m going to become an entrepreneur.” And I understand that. So a lot of times the entrepreneur is not the first place for people. I feel super blessed. I started my entrepreneurial journey about the time I met my wife and I was able to do a lot of things because she supported me, I was going to school and we didn’t have kids. We didn’t have this need for security at this point when I was getting started, which I’m so grateful for. I have so much respect for those that step into the entrepreneurial role when they have those things because it’s so much harder. So it’s always easier to start being an entrepreneur and risking everything when you don’t have a wife and kids and things. So that’s kind of one thing. That’s one spot. Again, there’s different places to make money in companies, so there’s the best spot, maybe not the best spot, but one spot. The entrepreneur at the top, that’s number one. Then underneath the entrepreneur inside the organization there’s gotta be technicians, doing the things, baking the cakes, cleaning the teeth, cutting people open, the technicians. This is what schooling is actually…the only reason school is actually good is because it creates technicians. If you want to be a doctor you have to go to school. If you want to be able to drill teeth, you gotta go to school. If you want to become a baker or a butcher, baker, candlestick maker, any profession. Another deer just ran by. I don’t want to hit a deer. That would be scary. But any profession, that’s what schooling is for. So when you’re going into school you are thinking about that. Any major you decide to go after, there’s a kind of associated salary range you’re going to fit into. Sometimes it’s big, like doctors make good money. But you’re always capped. A technician will always be capped, by definition of what they are. You just are. If you’re coming into a business and You’re a technician looking at this, you’re capped. Your salary is capped. So my friend who is doing video stuff, he’s looking for jobs in a business where he’s the technician. Again, he was saying in his post that he made $25,000 last year, because the need you are filling inside whatever company you are trying to plug into. That’s what they have budgeted for that. That’s what you’re able to make. You’re capped. You can’t go above that, unless you work more hours, more days. Sometimes you find another company that has a bigger budget. That’s another thing, and again there’s nothing wrong with a technician, it’s understanding that there’s a salary that’s set for that thing. There’s a budget set and that’s what happens. The goal of a business is not to make the technician rich. I had a finance teacher at Boise State, tell you what, most teachers I had at school were always like, “What’s the job of a business?” “To create jobs, stimulate the economy.” They always had this happy go lucky, tree hugging attitude about business. I had this one finance teacher that said the only goal of a business is to make the owners money. That’s it. If the entrepreneur, the owner is not making money, the board of directors, whoever is running it, if they’re not making money, the business dies. That’s the only purpose and only point of a business is to make the entrepreneur money. Everybody’s got to understand that. If you’re a technician there is no desire for anybody for you to make more money than what your set salary is. You’re going to find entrepreneurs, in my company I’m very compassionate towards people and I love what they do. I love creating things for people and having incentive plans, but for the most part, as a technician you’re in that range. You have to understand if you’re going to school, that’s the earning range you’re going to be in. Are you okay with that? If you are, cool. Go for it. That’s awesome. But don’t complain later when you come back and say I’m not making what I want. You picked a profession, you picked being a technician, you picked this piece and that’s all it’s worth. It doesn’t matter how much school you went to or how much time and effort  you put into it, that’s what that task is worth to the entrepreneur. You have to understand that, technicians are essential to a business, they need to be there. That’s what colleges, universities, programs were all created for, to create those people. Those people are important.  But again, that’s the pros and cons of that. Check it out guys, look at this. Pan over. She’s asleep. 12:19, it’s a good sign. This podcast might not be three hours long now that she’s asleep. Otherwise, it could have been a really long one. Alright, there you go. Entrepreneur, unlimited potential, tons of risk and the role, the reason why an entrepreneur’s successful is because they’re passionate about the selling of the thing. Getting the message out, not just the message. Not just passionate about making cakes, but passionate about getting the cakes in as many people’s mouths as possible because they’re obsessed with the end product. That’s the difference. There’s entrepreneurs. Number two level down in this pyramid is the technicians, who are the one’s doing the jobs to make this whole thing happen. Super essential but have huge earning caps, depending on what technician role you picked makes your earning cap. There’s one spot, and this is the spot that I want everybody to understand because this is the other spot inside of a company where you have no earning potential. Excuse me, I said it wrong. You have no earning ceiling, you have unlimited earning potential. Scratch that, that could have been really bad and messed up the whole thing. You have unlimited earning potential, literally the sky is the limit. That last piece, so we have entrepreneurs, we have technicians, and the third are the rain makers. They’re people that make it rain. They’re people that bring leads and money into the business. They’re the rain makers. Now entrepreneurs love rain makers, why? Because they make it rain. Do you guys understand that? That’s the secret sauce. Most technicians don’t understand that.  Because all they know is I went to school to learn this thing to do this task, so they do it and do it. But the person that gets rewarded the most, outside the entrepreneur of the company, are the rain makers. Typically in most, not most, but a lot of businesses that I own, that I’m involved with, the rain makers a lot of times are entrepreneurs who maybe if they would have started their entrepreneur journey ten years earlier, they would be the entrepreneur of the business. But for whatever reason they’re not. So they came, they can have, a lot of times we call them intrapreneurs. In their role in the company, they have the ability to grow and expand as much as they want. They’re rain makers. What do they do? They make it rain. They bring in customers and make money. They bring money into the company. So if you look at this from an outside perspective, if you selling this stuff in college terms. It’s marketing and sales. Marketing brings people in, sales takes their money. That’s kind of what it is. And it’s funny because, I don’t know what it was, even like most technicians, if you go to school and you tell someone you want to be a sales person, the viewpoint, or even marketing, I’m in marketing, or I’m in sales, the technicians are the ones who are always looking down on you. “oh, I’m a doctor.” They look down on the rain makers because they think it’s a sub….I don’t know. They think it’s not as good, not as dignified. What they don’t understand is that the rainmakers make the money. It is the most dignified, most important position in the entire company. Without the rain maker’s the technician has no job. Without someone bringing people into your business and then getting the money from those people, there’s nobody to be a technician to. You make as many cakes as you want, but if some dude didn’t bring those people into the store and take their money, they’re not going to buy a cake. It’s the most important role in the business, outside the entrepreneur who sets the initial risk to get it going. So even though the technicians talk down on us marketing and sales people, it happens to be the most important role in every single business. You can tell when businesses are stupid, when recessions come and they cut their marketing teams and they cut their sales teams. It’s insane to me. I had a chance in my life to live through one of the recessions, 2008. I had a bunch of friends who were in marketing jobs and they were making it rain for the company and the company started struggling so they cut the marketing. I’m like, you’re insane. Cut the technicians, they don’t do anything. Don’t cut the blood coming into your company. Marketing and sales is the blood, it is the rain. The rain makers are the key. So rain makers. They don’t have a ceiling, in most businesses now days. Especially if you become good at it and not a little bit good, but really good. You can come to a company and say, “I can bring in unlimited leads for you.” Guess what they will do? They will give you anything you want. All company need leads. The other thing they need, sales. They take those leads and turn them into cash, turn them into money. That’s how the entrepreneur gets paid, that’s how the technicians get paid. It’s by the rain makers. Bringing people in and taking their money. That’s it. We can try to be romantic about it, but that is it. You have to understand, if you want to be wealthy, and I’m not talking about making good money as a technician, because you can do that. You gotta go to school, that sucks. If you want to become wealthy, become rich, make a lot of money. You have to shift your focus from becoming good at being a technician, to understanding how to make it rain. If you can make it rain in a business, you are infinitely valuable. As a technician you are only valuable as that task is to the person, to the company. They know, they got a budget for it. There you go. So if you’re working for a company saying, I do video. Guess what? They have a budget for that. We pay video guys $3 an hour, $12 an hour, whatever that is, $20 an hour. For my friend, the company you are working for, they budget $25 grand so that’s all the money you are able to get. Because you’re a video person, you’re a commodity. That’s the other thing about technicians is they’re commodities. It’s funny, I was talking to my sister the other day here at our family vacation or whatever, and she teaches piano lessons. I love my sister, she’s honestly in my top 3 favorite people on planet earth. She’s teaches piano and she’s like, “I’m so busy, I can’t keep up with anything.” And I said, “you should double your prices.” And she’s like, “I can’t double my prices.” And I’m like, “Why not?” and she’s like, “If I double my prices I will lose half my people.” I’m like, “okay, well you lose half your people but you double the money, that means you get double the free time for the same amount of money.” And she’s like, “I can’t do that because that’s the set price for what people charge for piano lessons where I live. So if I raise my prices, they’ll just go to somebody else.” I’m like, “Because you’re a commodity. Guess how much people pay for marketing consulting advice?” She’s like, “I don’t know.” And I’m like, “Neither do I, but I don’t look what everybody else charges and charge the same thing, I charge the most I possibly can.” For example we had somebody contact our office and they wanted to do a one day consult with me and I was like, “I don’t have time for a one day consult.” And they’re like, “Well, how much would it cost?” and I told Brent to tell them it’s $100 grand and they can do 8 hours and they have to come to Boise and I’m going home at 5:00 to be with my kids. He kind of laughed because he knew they wouldn’t say yes to that. He went and pitched it to them and came back 5 minutes later. He’s like, “They said yes.” And I was like, “There you go.” Want to know why? Because I’m not a commodity. When you’re a video person you’re a commodity. When you are any kind of technician you are a commodity. When you’re a doctor, you’re still a commodity because guess why? Another doctor comes along and he’s better than you or less expensive than you, whatever. They can replace you with the other person because you are a commodity. The rain makers are not commodities. That’s what you have to understand. The rain makers are unique. They understand something that they can’t just learn in school. They know how to get, especially in school because there’s no school that I know of yet, that teaches a marketing program that is actually good. So there you go. So if you’re in school trying to become a rain maker, you should drop out today. If you want to be a technician stick to school. If you want to be a rain maker, it’s time to leave. If you’re in school, honestly if you’re trying to do a sport. That’s why I was in school. Do that. If you’re trying to find a beautiful spouse, school is agreat place to meet great looking women and probably good looking men, I have no idea. But that’s a great spot to be in school, but just til you find your spouse and then leave. It’s time to go. If you want to make it rain, it’s time to go. The rain makers are the ones that are not a commodity. There’s no cost associated, people don’t budget that out. Because they are like, I don’t know. If I came to a company and was like, “I’m going to build you guys a sales funnel and this funnel has potential to bring you unlimited leads for forever and make you unlimited amounts of money.” They’re like, “How much does that cost?” I’m like, “However much I want to charge you for it.” They can’t price shop. How are you going to price that? Russell Brunson charges 100 grand for a day. How do you price shop that? Go to somebody else? Ask Gary V. “What do you cost?” and he’ll give you his price but he’s going to teach way differently than I would. If you want what I got, I’m the only one that’s got it. You gotta pay me what I want to charge you for it. I’m not a commodity. If you’re a great sales person, you’re not a commodity. Great sales people are rare. If you’re an amazing sales person you can walk into any organization and say, “hand me your leads. I just want 20% of everything. I eat what I kill. I’m going to 20% of what I kill.” There’s no business on earth that I know of, that if you walked in and said “Look don’t pay me, just give me all your leads. I want 20% of what I kill.” Almost all of them will say yes to that. Because you’re a rain maker. You have no ceiling. Just kill a whole bunch of stuff and you get your cut. Same thing with the person who is making it rain, bringing the leads in the door. A lot of times you’re like, “Russell, I’m a video guy, I’m whatever. I don’t know how to make it rain. Right now I’m basically a technician. I’m plugged into this technician thing.” You gotta start studying, not how to become a technician, you’ve got to become good at your craft, I agree with that. You have to become obsessed with it, but you have to become good at understanding how to make money. The study of making money is the key. So how do I make money? It’s understanding if you’re a video person, doing video is a commodity. But if I can understand how to use video to bring in the leads, it changes things because now I’m not a commodity. I’ve got a friend who charges 100,000 to make you a video, plus 10% of any money that video ever makes you. Technically he’s no better than anybody else. In fact, some would argue he’s a lot worse at video than most people, but he knows how to take that video and have it turned into cash and bring in customers. He knows how to use it to make it rain. So for those of you guys who are in my world, I’ve got some tools to help you learn how to take whatever technicians skills you have and learn how to make it rain. So I told my friend, I gave him some advice, “I’ll record this podcast but you have to do some things for me first. First thing you need to do is go back to this podcast, Marketing In Your Car, first hundred episodes there’s a cheesy jingle. Next 200 episodes there’s a less cheesy jingle, still cheesy. And then recently we transformed it into the Marketing Secrets podcast, which I really like the name and the new jingle is freaking amazing.” Don’t you guys agree? So we’ve got that. I said, “Go and listen to every episode, start at episode one and go through all of them. What’s going to happen is you’re going to immerse yourself in how to become a rain maker. You’ll learn a bunch of random crap and none of it’s going to tie together, but it’s going to get your mind immersed in this mindset. And if you don’t like me or my voice, you can go find someone else. But find someone who is obsessed with marketing and sales. And he ranks the stuff that people pay unlimited money for and start immersing yourself. Listening to it all day every single day so your mind is just wrapped into the concepts. With geeking out and going deep with my podcast, your mind is going to get into it but you’re not going to have a blueprint, but you’re going to have all these thoughts going through your head  all over the place. It won’t be a path, but it will be immersion. Immersion is the key.” Tony Robins talks about this a lot and I’m a big believer in pretty much everything tony says because he’s a giant and he’s got stage presence like nobody else and he’s amazing and a billion other reasons. Tony’s the man. He taught me about immersion. If you want to learn something, don’t dabble. There’s dabblers out there all over the place, who dabble. My guess is things in your life that you struggle with are things you have dabbled in and things you excel at are things you immersed yourself in. That’s just how it works. If you want to learn how to make it rain, you’ve got to immerse yourself in the concepts of people who are making it rain. So number two what I told my friend. I said, “There’s two books you’ve got to read.” And I shipped them out to him. First book is Expert Secrets. In this business there’s two sides of the business, there’s the art and the science. The art really is the selling and messaging and positioning, all those kind of things. Storytelling and that kind of thing, that’s the art. So I said, “Read the Expert Secrets book first because that’s the art. Second read the DotCom Secrets book, because that’s the science. It’s the art and the science to making it rain.” When you read both those books, there’s two different perspectives that you’ll feel in the books. One is very much like the structure, the science, the Dotcom Secrets, the science to how the game is played and the Expert Secrets is the art. A lot of people think they have to master all of this, and you don’t. Especially if you are someone who would love to be an entrepreneur, but for whatever reason you’re not able to. You want to be an intrapreneur in a company. Go into a company and be an intrapreneur for a company. Look at that and say, “I don’t need to know all this stuff. But I gotta understand it all. I need to understand the art and science and figure out where my skill set fits into that.” So my friend that’s doing video stuff, you have a skill set that in the right hands is worth a lot of money. In the wrong hands its worth 25 grand a year. If you find a company that’s growing, the right company, the right person to plug into and come and say, “I want to make it rain for you.” Brandon Fischer who started doing video stuff for us 2 ½, 3 years ago. He came in and I met him and my brother does video stuff for me, we didn’t really need another video person, but he came to me and was like, “Hey, I want to learn what you’re doing. I’ll do video stuff for free for you.” I was like, alright and he started doing it for free. He did some amazing stuff and started capturing stories for me. He captured Liz Benney’s story of her telling her experience with Inner Circle. Basically he didn’t come to me as a video guy, he came to me as, “I can capture the story that will make your company look a million times better to make it rain.” So he captured the story of Liz Benney, so we took that video and put it on a website, started driving traffic to it. That Liz Benney video, I couldn’t track it today, but that video has probably made me at least 2 million dollars if not more. That video helped me make it rain. That video asset to me wasn’t worth 25 k a year, it was worth a heck of a lot more. Because it helped me make customers, convert those customers, and get money from those customers. But he didn’t come to me as “I’m going to be a video guy.” He came to me like, “Let me serve you first.” The best thing about rain makers, if you’re good at what you do, which is why it’s important to be really good at your craft. That is important. Become obsessed, literally become so obsessed with what you do you become the best in the world at it. Or at least the best that person’s ever met. Become obsessed with it. That’s important. The second thing is figuring out how to use your skill to make it rain and becoming obsessed with that. That’s the missing key. Because then you become an intrapraneur, you come into a company….Don’t come in and try to negotiate a huge fee, because number one if you negotiate a huge fee, the first thing you’re going to do is lock yourself in as a technician. Technicians get paid a salary. As soon as you negotiate you lock yourself in and then you’re there. If you come in the other way and say, “I’m going to work for free and make it rain and then I just want a piece of what I bring to you.” If you bring it that way and come in and help make it rain, it’s completely different. Jay Abraham, one of the great marketing, strategic minds of all time, his whole thing is he would come to a company and say, “I’m going to come and work for free I just want 20% of the increase.” He’d come to a company and add 40, 50, 60, 100 million dollars to a company and just took 20% of the increase. That’s what rain makers do. That’s what sales people do. You are creating opportunity. You’re creating money for them and taking a percentage of what you create. That’s the key you guys. That’s the key how to be an entrepreneur inside of an organization and have no limit. Guess who they don’t fire in a company? The person who makes it rain. If you go into a company and you make it rain, that’s it. You write your own paycheck from that point forward. So how do you do that? Number one, immerse yourself in this stuff, in the marketing and sales. Immerse yourself. I would recommend doing it with the podcast. Because I think I’m obsessed with podcasts. It’s the best way to have it ring through your mind all the time. Start at episode one of my podcast, click play and go until you’re done. A lot of you guys, start over. This is not for my own ego, partially for my own ego, but mostly for you guys. And again, if for some reason I talk to fast or I’m annoying or whatever, I don’t care. Plug into somebody, plug into Grant Cardone, Gary Vaynerchuk, or plug into John Lee Dumas, I don’t care. Whoever you resonate with, plug in and go. Don’t unplug. Every single day, all of your free time, you’re driving, you’re walking, your bathroom breaks, be listening to podcasts constantly. That’s going to give you the immersion, because immersion is the only way for you to get the connections. This connects to this; you’re going to start seeing the big picture. Number two is you need a strategy and a blueprint. For each of you guys, there’s two books that I’ve written. I’ve put my heart and my soul. I’ve read thousands of books, sold hundreds of millions of dollars worth of stuff, to be able to figure out what actually works and put it into a book you could read in a day. So read the Expert Secrets book, number one, and then read the Dotcom Secrets book. Expert Secrets will teach you the art, Dotcom Secrets will teach you the science. Then you’ve got to look at what your skill set is and where does that plug into the art and science. Again, you don’t have to do everything, but figure out what you are good at. What I would recommend doing, this is kind of the next step, is those who have gone through my certified partner program, we certify people to build sales funnels, the ones that are the most successful, the ones that bit, realize they’re not the best at everything. Henry Kaminski, one of my buddies was in the inner circle for last year, he talked about when he first came in, he was a graphic designer. He’s like, he didn’t say it this way, but similar. He understood the art and the science. “I’m really good at graphic design but I don’t know this other stuff.” So he started studying and learning it. He realized there’s pieces to this. If you read Dotcom Secrets and Expert Secrets you will realize there’s pieces and you become an expert in all of it or what he said he did, “I built a voltron team.” Some of you guys, if you’re and you don’t know who Voltron is you can go Google it. Or you might remember Power Rangers, might be a better one for you guys. There are different versions. But Voltron is basically, there were these five, same with Power Rangers, same story, probably the same everything. But there’s five people who had their own super power, they went out there and they were really good. But there was a big bad guy who would always come and they couldn’t defeat him individually. They had to group together and become Voltron and all five pieces came together and they’d fight and they could win. So Henry said, “I realized I was a good designer, but I’m bad at strategy so I had to find this strategy person to partner with.” So he partnered with his strategy guy, Dave Arsonal. Then he’s like, “I need someone good at selling.” So he partnered with a salesman. He partnered with three or four people and built this Voltron team and he went out there and in less than a year he made a million dollars with his little company. Because he understood, “We’re rainmakers and I’m good at this piece but I need a couple of people together and we can make it rain. We need someone who can drive traffic, someone to do sales, and I’ll do the art.” He did that. So for you guys and for my friend, after you understand the art and science, you’ve immersed yourselves, you’re learning all these kind of things, you buy the expert Secrets and Dotcom Secrets book, read both of those and understand the art and science of how to make it rain. Now you’re looking back to say, “How do I fit in this? What am I passionate about? Am I good at the story telling part, am I good at funnels?” Figure out those pieces and then you can go to companies and look at that and say, “I’m really good at this piece. I can bring this thing to you.” Or find a partner, find people and come in and say, “We can do this thing.” A good example of this you guys, I don’t normally share these kind of numbers, but I wanted to just kind of help. Some of you guys have seen the Harmon Brother’s videos, some of you guys know that we are about to launch our Harmon Brother’s video, which I’m really excited for. They did Squatty Potty, Poo-Pourri, Chatbooks, Fiber Fix, a whole bunch of great videos. They make these videos and they’re good, really good. They go viral and they’re amazing. I wanted to hire them to do a video for me so I messaged them two days after they’d actually messaged me, which is kind of funnel. They had this funnel, the Fiber Fix funnel, they said the video went viral but the funnel isn’t converting and they wanted my help.  I was like, “Funny. I just wanted to email you to see if you’d do a video for us.” We got on the phone and tried to talk through it and both of us are rain makers. Our videos make it rain, we know what they’re worth. I was like, “How much does it cost to create a video?” I was thinking maybe $50, 60 grand or whatever. With a very straight face he was like, “We charge $500 thousand up front plus 20% of ads spent.” I was like, “What?!” and he looks at me straight, he didn’t say this in so many words but, in the words of this episode he said, “We know how to make it rain, so that’s what we’re worth and that’s what we charge.” A few months later I wrote them a check and now they’re going to make it rain for us. Same thing, they came to me with the Fiber Fix funnel, “We want you to fix this funnel, how much does it cost?” I’m like, “you can hire someone fix the funnel it will be 10 grand, but for me it will be a quarter of a million bucks.” And he’s like, “Whoa, why are you so expensive?” and I was like, “Because I know how to make it rain.” So then they did their deal, because it worked. As I went with the Harmon Brothers and we did the video, it’s been the most amazing experience, I can’t wait to show you the whole behind the scenes video. There’s some on Funnel Hacker TV, you see bits here and there. But it’s amazing, it’s not 2 brothers who do this whole thing. It’s these guys who started a business and then their process is really cool. When we hired them, basically they said, “We’re going to do a writing retreat.” And they found three amzing writers to write three different scripts for us. So we go to this cabin and they have three writers come and read their script. Each script was insanely amazing, but three different comedic scripts. And these guys again, are writers that they hired, they’re sketch comedy writers. They each wrote three and came back and said, “Which of the three do you like the best?” we picked what we liked the best and then all three guys took those, in this cabin, we went back and all three of them went and took the best script and they took all the jokes, the best jokes, wrote a new script and came back and showed it to us again. It was even more funny. We went back and forth for two days until we had the script. Then after we had the script, they went and said, “Okay, for this script to happen we have to have props.” So they hired someone to build stages, and they needed videos and hired video people. They hired all these people to make this amazing thing. Last weekend we went and filmed it and hopefully we’re about a little ways away from launching it. Again, with them, it wasn’t just them. They had built a Voltron team of people that could go and execute to make it rain. You have to start understanding that. Come back to where we started, the hierarchy of business. There’s the entrepreneur. The entrepreneur is there and they are obsessed with getting the message out about their thing. Not about the thing, about getting the thing into other people’s hands. That’s why I love entrepreneurs, because they’re tied into this whole marketing thing. Good entrepreneurs are obsessed with the marketing and selling of the thing. They are the ultimate rain maker. Number two is the technician who do the thing, which are essential to the business, but again you’ve got a cap, you’re a commodity. Understand that there’s a cap and you’re a commodity, but you’re in there. You’re going to have a good, typically secure financial thing, all those kind of things. You get security but you’re not going to have unlimited income. Then you’ve got the rain makers. So for you guys looking at understanding what a rain maker does and what it is and how the process works. Figuring out how to take your skill, your super power and uncommoditize yourself and make you unique, make yourself rare. Make it so people pay you half a million dollars if you make them a 3 minute video. Is that crazy? Someone pays me a quarter of a million bucks right now to make them a funnel. For me, not that it takes me that long, I just know what order the pages need to go and what message in each page. I know how to make it rain. I’ve been obsessed with this thing for over a decade. For you guys, it’s time to become obsessed. Become obsessed in your own company. And if you’re the entrepreneur in your company listening to this, become obsessed. You’ve got to be the lead rain maker. Find the technicians, plug in the right people, and like I always say, find A players, not B players. A players are 32 times more effective than B players. Find A player technicians and pay them well. Because you don’t want to go find other technicians. Plug in the best technicians you can find, then go find rain makers. And if you try to cap rain makers, they will leave you. Understand that. You, as an entrepreneur, find rain makers and give them the ability to have unlimited ceilings in their income. Because if they do that, again, a rain maker is just an entrepreneur who for whatever reason, life circumstances isn’t able to go out on their own to do it, which is totally cool. There’s nothing wrong with that. If it weren’t for all the intrapreneurs in our business, our company is 99.9% intrapreneurs. If it was not for my intrapreneurs we would not be where we are today. I try to create our businesses in a way where people can grow and have unlimited earning potential. That’s the key. For you guys listening who, that’s you and you’re stuck in the technician role or you want more, or you’re in this thing where you want to be an entrepreneur but you can’t or whatever. This is where to focus on. Learning how to make it rain and then building a team around you. Finding people, other pieces and networking, not so much finding jobs, networking to find people to help you to be able to make it rain. As soon as you have a team, as soon as you personally or your team can do that, you can go to any business on planet earth and write your own paycheck.  Then it comes down to picking the right businesses, and that’s a whole other lecture for a whole other day. Because I’ve seen some funnel consultants who go and they get paid ten thousand dollars to build a funnel, other guys get a hundred grand, the only difference is who they are pitching to. It’s interesting, I’m privy to share the details, but the Harmon Brother campaigns, if you look at the Purple Mattress, its $1000 mattress. Because every sales makes $1000, it’s been one of their most successful campaigns. Chatbooks has been amazing, probably the most viral video they’ve had, but each sale doesn’t bring in, the value of each customer is a lot less, so it’s harder to continue to make that one rain. Same thing with all you guys, if the customer or the client that you’re working for, if they’re average customer value is $30, if you’re working for a restaurant, making $30 it’s not good. But if you’re working for a customer where each customer is worth 25 thousand dollars, it’s a lot easier to justify what you want to charge people. Stuff like that. Alright, well it’s late. It’s almost 1:00. I gotta get my 6 hours to go to the water park. I’m going to end today’s podcast, but I hope that helps you look at how business works and understanding that for you to be successful and make money, you have to understand how to make money. You gotta learn how to make money. Don’t just learn your skill because if you do that you’ll become a technician, which is fine if that’s where you’re happy. But if you really want financial freedom and wealth and no limits and no ceiling, you want to be able to grow, it comes down to studying money and understanding how it works and understanding the marketing and the sales, getting people in the door and getting their money from them. It’s the most valuable part of any business. I don’t care what the hoity-toity doctors tell you. I don’t care what all the people in school and colleges, it’s the most dignified, most important role in business. If it wasn’t for it, business would stop. The economy would stop. So it’s figuring out how to plug in your skill set into that piece of business. Because that’s where the money’s made. When you’re part of people making the money it gives you the ability to have percentage of that. So I hope that helps. So for my friend who’s listening and everyone else listening, once again, immersion. Get the blueprint. Figure out what your unique abilities and talents can plug into that blueprint to make it rain for a company. When you do that, you got what you need and a whole bunch more. So I hope that helps you guys. I hope that helps my buddy. I won’t say your name because, you know. I appreciate you and hope to hang out with you someday again. Everybody else, have a good night, talk to you guys soon. Bye everybody.

A personal message to a friend who is struggling. On this extra long episode Russell talks to a friend from elementary school about how to go from being a technician and having a cap on his income to being a rainmaker and having an unlimited ceiling on his income. Here are some cool things you will hear on this episode: What the roles of the Entrepreneur, the technician, and the rainmakers are in the business hierarchy. Why getting really good at being a technician is not the way to have unlimited earning potential. How you can use your technician skills and apply them into being a rainmaker. So listen to Russell explain how to go from being technician to making it rain! ---Transcript--- Hey everyone, this is Russell Brunson. Welcome to an insanely late night Marketing Secrets podcast. I am here, for those watching on tv, I’m in the car. Over there you can see Norah. It is late, insanely late. In one minute it will be midnight here and we’re about to take you guys on a very special Marketing Secrets Podcast. Alright, I hope you guys are doing amazing. Right now my little baby Norah and I are on a mission. It’s a secret mission to get her to hopefully fall asleep. We started weaning her off the bottle about a week ago before our family vacation because we thought it would be so much nicer to not have bottles on this trip. That was a good idea, huh Norah. But what we didn’t think about was the fact that she’s insane and now she won’t go to bed at all. She won’t take naps, since her naps happen when she finally passes on. We got back from the lake, we’re on a family vacation, we went to the lake and had a really good time, and then she wouldn’t fall asleep and we were driving back and forth and finally when I went to the store to buy something for dinner tonight. When we were coming back she passed out and she slept for 3 hours. She was so beat. Then she woke up and now she won’t go back to bed. So this is the second night in a row. Last night I was also out driving until about midnight, 12:30 she fell asleep last night. It’s 12:00 right now, hopefully in less than 30 minutes she will be asleep. But I am on vacation having a good time. If you listen to my last Marketing Secrets podcast it talked about how vacations can be really tough for entrepreneurs. I feel like we’re not moving, there’s no momentum. We’re stuck in a spot. That’s somewhere that I definitely feel. As much fun as vacation is it’s also hard for me, I got stuff to do, people to see, places to go. Actually, it’s interesting as I was packing the car up as I was about to leave, between hiking stuff in and out to the car and everything I was checking Facebook and it’s interesting. There was a friend who I don’t think I’ve seen him, I think the last time we talked was in elementary school. I remember 6th grade, it’s kind of a funny story. In 6th grade we were moving these big boxes and he had this big box and he dropped it. I don’t know why I remember this, but I remember him saying it was super embarrassing to drop this box of stuff and he was saying, “Someday this is going to be one of those things that people remember me by. Remember that day you dropped this huge box.” I remember thinking that was really interesting. And now, it’s 30 years later and I remember that day, it’s kind of funny. But anyway, I remember he was in junior high and high school with me but he was a basketball player and I was a wrestler so we didn’t really cross paths a lot. But I knew who he was and grew up in elementary school and I always had respect for him. When the book of faces came out, Zuckerberg, it was kind of fun because you can go back and remember high school, junior high, and elementary school friends. And people from wrestling and different aspects of your life and you start adding them on Facebook. So he was one of the names that popped up years ago, I added him and hadn’t thought much more about it. Every once in a while I saw posts from him, so I kind of knew what he was doing, but not a lot. He shifted his job or his business or career a couple of times and didn’t seem like he was having a lot of success. I remember it seems like last Christmas or something, he posted something really negative and I felt bad for him. But it’s also one of those things that when I first started my business and started learning about entrepreneurship and learning how to sell things and all this world became open to me, I remember at first I wanted to share with everybody. I tried to share with friends, family members, people at church, everyone I bumped into. I was so excited to tell this thing that I had learned. I was so excited I would share with every single person. It was so mind blowing to me that most people just “Oh, cool. Nice.” I’m like you don’t understand it’s not just nice. It was so frustrating to me. But it’s funny because that was, I always tried to change everybody and save them and help them because I thought that was what I was supposed to do. After a couple of years of that I realized that none of the people I tried to help ever did anything with it. It was really depressing me, so that’s when I shifted back and started doing the business for a long time.   I think I got into coaching because I wanted to share it, and it was cool when I started coaching. It was people who would come, people who it was their idea first and came to me to learn how to do it. Those people I could mold, help and change because they had the desire first. It’s because of that I’ve been very cautious the last decade of my life going out of my way to talk to people about this stuff unless they raised their hand first. So I saw him last December say something and I didn’t see my spot to say something, so I didn’t say anything. Then as I was leaving, I was going through Facebook, again we’re packing the cars and I’m sneaking out to do what you do with the phones. So I see this post, this long post and it was again a negative thing and he was talking about how much he was struggling and trying to make money and all these things, and I think he said that this last year he made $25,000, and that was what he made in an entire year. He was really struggling and trying to make things better for his family, life and wife and he couldn’t figure it out and was just frustrating and was just kind of venting. How you doing Norah? She’s so cute back there. I hope she falls asleep soon. Anyway, I felt for him. I was just like, do I say something or not. For whatever reason I decided to just reach out to him. I was like “Hey man, the problem..We haven’t talked in 20+ years, I don’t know if you know who I am. The problem is you’re not focusing on the right thing. I can help you but I don’t want to intrude, it’s not my business. I can help you, I know what’s wrong, it’s an easy fix. In the last year and a half, few years we’ve helped. I’ve been a coach to almost 200 people now to become a millionaire. Tens of thousands of people to make 100 thousand or more in year. I know the game, I know what it takes and what it doesn’t take.” I said something like that and my next post was, I wish I could read it right now. “I’m not trying to pitch you on some MLM. I honestly, if you want help I can help you because I know what’s wrong.” He was like, “Really? Yeah, I want to know.” So I told him a couple of things and I said, “If you do those things, I’ll record a podcast for you while I’m on my trip and kind of go into more detail.” So this last 3 days I keep thinking about that and I’m excited so that’s what I’m actually doing right now and I hope it benefits all of you guys. Because I think for most people who are stuck, it’s not something that unique to you, it’s not. A lot of times we think our situation’s unique, but it’s not. It’s a pattern that happens over and over again. The key to breaking patterns is recognizing it and realizing what the correct pattern is and replacing it. It’s not hard, it’s just hard because it’s the first time most people have gone through it personally. So that’s kind of the context. I just wanted to share this message, it’s really for him, I’m not going to go super specific, but I think it’ll be helpful for everybody. I know that typical people I talk to in this podcast are people who are entrepreneurs already and this is kind of I guess for someone who’s on that line between the job maybe and the entrepreneur. That line where it’s like, you’re not fully an entrepreneur running this way, but you’re struggling at the job thing and you’re in between. That’s what this podcast is for and I hope it kind of helps. With that said, I’m going to jump into this. So the first thing that I kind of told him in the message, the first thing is you’re focusing on the wrong thing. And he’s like, “I’ve been focusing on perfecting my craft.” And just kind of some perspective, the industry he’s going into is film. So he’s trying to do movies and videos and all that kind of stuff. So he’s like, “I’m focusing on getting better at my craft and I’m also doing a lot of networking.” So I go, “okay, yes. You are completely focusing on the wrong two things. You are focusing on things to help you get better at your thing, but you have to shift your focus to making money.” That’s a weird concept because it’s something that I remember the first time I had that epiphany. I need to learn how to make money. I was in school learning all this crap and I’m looking at this stuff and studying and I was like, I’m not actually learning how to make money. I still remember one of my biggest gripes with college is I took two semesters of accounting and two semesters of finance and they never once taught you how to do your own taxes, which is insane. School sucks. Just throwing that out there for those who are wondering my thoughts on the whole thing. But it’s crazy the fact that they don’t teach you that thing. And I realized I’m not learning how to make money here in school. And I started studying how to make money. It was interesting how different it was. It’s not what you’re learning in school. And now fast forward, I think it’s been, let’s see…it’ll be my 15th anniversary in a month from now and we got married with a year left in school. So 14 years I’ve been graduated from school. Looking back on it now from this sign. Sorry I’m waiting for a stop light, but there’s no stop light, there’s a stop sign. Little Norah’s still awake. Anyway, as I look at it now from this lens looking back, it’s interesting, a lot of times we want something. I remember growing up, you always hear your parents and people say you gotta go to school to get a good education so you can make good money. We all heard that. That’s a thing that parents say a lot. So we assume that those two things coincide. Good job, good education equals more money. But not necessarily. Now I look at again from my perspective, 14 years later, it’s interesting. I was thinking about this a lot over the last two or three days especially. If you want to look at the structure of how people make money, because there’s definitely, there’s you make money and there’s places you don’t. And most places you’re focusing on, like when he said he was focusing on getting better at his skills in networking. He’s focusing on something that’s good, but it’s not making money. So I’m going to start at the top. The top is a pure entrepreneur, so the top of a business, the hierarchy chart, so the top is the entrepreneur who starts the business. Typically, at least the entrepreneurs that I like to work with, the entrepreneurs are passionate about something, but their mostly passionate, not just about that thing, but getting that thing out to people. That’s what defines an entrepreneur. If any of you guys have read the Emyth, by Michael Gerber, he talks about what happens with a lot people is they think they’re entrepreneurs, and they get a job at the bakery shop and start baking cakes. They see the owner of a bakery shop and they’re like, “This guy is an idiot and I could do better than him.” And then what Michael Gerber says is that they have an entrepreneurial seizure. They think they’re smarter so they start their own bakery. The problem is that they’re not an actual entrepreneur, they’re a technician. They’re somebody who is in the business who is doing it. They’re making the bread, the cakes, the stuff but they look at the entrepreneur who they think is an idiot, so they have the entrepreneurial seizure and say they want be the entrepreneur and start their own business and say, “I can make bread better than anyone else. I can make cakes.” And they’re passionate about the thing and create the business and what happens to the business? It fails. It has a 90+% failure rate. Because it’s technicians, it’s people who think that the key is the thing. They think that the cake is what runs the business. It’s their passion about the cake, the creation of the cake, they don’t understand that that’s not the business. In the business the entrepreneur’s job is being passionate about getting the cake out to as many people as possible. That’s where the money’s at. That’s why most businesses fail. Because it’s not the entrepreneur running it, it’s someone who had an entrepreneurial seizure and is a technician and is trying to do that thing and thinks they should start a business because of it. My first question for everyone listening to this, are you the entrepreneur? The good news is we go deeper into this…….holy cow, a deer just crossed the path……There are ways to make money, not as an entrepreneur in a business. But it’s not where you probably think that they are. I’m just thinking for example, a doctor. Doctors make good money. How many times did you hear that you have to become a doctor to make good money, or a dentist to make good money. So those people make good money, but not there’s no limit to your income money. Because a doctor is a technician. They are just highly paid technician because a lot of school goes into it. But they’re still a technician. They’re not an entrepreneur, they have a definite cap on their income growth, always. So just depending on what technician you pick. Let’s say you’re going into a company to get a job, you’re capped by the earning potential of that role you take on. If you’re a doctor, a dentist, a baker, support person. You’re capped at whatever that thing is, which is fine, it’s just knowing that’s where you’re capped at. If you want no cap, the first spot you have to look at is entrepreneur. But to be an entrepreneur you have to understand that it’s not being passionate about the creation of the thing, it’s being passionate about the selling of the thing. There’s a big reason why I wrote the Expert Secrets book. It’s because typically Experts who are really passionate about their topic are also passionate about getting their topic out. By definition they are entrepreneur’s because they are trying to get the message out about that thing. They own the bakery, they make the cake, but they’re more excited aobut telling people about the cake. That’s what makes them successful about entrepreneurs. That’s why I love working with entrepreneurs. So there’s the top of the….let me flip the car around, I’m getting out to no man’s land now. So that’s the top of this pyramid scheme of business. I don’t know if you want to call it that. But the entrepreneurs are at the top. And that’s what most people look at. The entrepreneur is the person that makes all the money. But they’re all the person who risk everything. Entrepreneurship is a scary thing because you have no earning potential at the top, but you’re also the one with all the risk on your back. For a lot of people you can’t just go out and become an entrepreneur immediately, especially if you have a wife and kids. Because you have to have security. There’s this huge draw with people who have entrepreneurial desires, but they also have security needs between your family. So that’s a hard thing to just gamble and jump and say “I’m going to become an entrepreneur.” And I understand that. So a lot of times the entrepreneur is not the first place for people. I feel super blessed. I started my entrepreneurial journey about the time I met my wife and I was able to do a lot of things because she supported me, I was going to school and we didn’t have kids. We didn’t have this need for security at this point when I was getting started, which I’m so grateful for. I have so much respect for those that step into the entrepreneurial role when they have those things because it’s so much harder. So it’s always easier to start being an entrepreneur and risking everything when you don’t have a wife and kids and things. So that’s kind of one thing. That’s one spot. Again, there’s different places to make money in companies, so there’s the best spot, maybe not the best spot, but one spot. The entrepreneur at the top, that’s number one. Then underneath the entrepreneur inside the organization there’s gotta be technicians, doing the things, baking the cakes, cleaning the teeth, cutting people open, the technicians. This is what schooling is actually…the only reason school is actually good is because it creates technicians. If you want to be a doctor you have to go to school. If you want to be able to drill teeth, you gotta go to school. If you want to become a baker or a butcher, baker, candlestick maker, any profession. Another deer just ran by. I don’t want to hit a deer. That would be scary. But any profession, that’s what schooling is for. So when you’re going into school you are thinking about that. Any major you decide to go after, there’s a kind of associated salary range you’re going to fit into. Sometimes it’s big, like doctors make good money. But you’re always capped. A technician will always be capped, by definition of what they are. You just are. If you’re coming into a business and You’re a technician looking at this, you’re capped. Your salary is capped. So my friend who is doing video stuff, he’s looking for jobs in a business where he’s the technician. Again, he was saying in his post that he made $25,000 last year, because the need you are filling inside whatever company you are trying to plug into. That’s what they have budgeted for that. That’s what you’re able to make. You’re capped. You can’t go above that, unless you work more hours, more days. Sometimes you find another company that has a bigger budget. That’s another thing, and again there’s nothing wrong with a technician, it’s understanding that there’s a salary that’s set for that thing. There’s a budget set and that’s what happens. The goal of a business is not to make the technician rich. I had a finance teacher at Boise State, tell you what, most teachers I had at school were always like, “What’s the job of a business?” “To create jobs, stimulate the economy.” They always had this happy go lucky, tree hugging attitude about business. I had this one finance teacher that said the only goal of a business is to make the owners money. That’s it. If the entrepreneur, the owner is not making money, the board of directors, whoever is running it, if they’re not making money, the business dies. That’s the only purpose and only point of a business is to make the entrepreneur money. Everybody’s got to understand that. If you’re a technician there is no desire for anybody for you to make more money than what your set salary is. You’re going to find entrepreneurs, in my company I’m very compassionate towards people and I love what they do. I love creating things for people and having incentive plans, but for the most part, as a technician you’re in that range. You have to understand if you’re going to school, that’s the earning range you’re going to be in. Are you okay with that? If you are, cool. Go for it. That’s awesome. But don’t complain later when you come back and say I’m not making what I want. You picked a profession, you picked being a technician, you picked this piece and that’s all it’s worth. It doesn’t matter how much school you went to or how much time and effort  you put into it, that’s what that task is worth to the entrepreneur. You have to understand that, technicians are essential to a business, they need to be there. That’s what colleges, universities, programs were all created for, to create those people. Those people are important.  But again, that’s the pros and cons of that. Check it out guys, look at this. Pan over. She’s asleep. 12:19, it’s a good sign. This podcast might not be three hours long now that she’s asleep. Otherwise, it could have been a really long one. Alright, there you go. Entrepreneur, unlimited potential, tons of risk and the role, the reason why an entrepreneur’s successful is because they’re passionate about the selling of the thing. Getting the message out, not just the message. Not just passionate about making cakes, but passionate about getting the cakes in as many people’s mouths as possible because they’re obsessed with the end product. That’s the difference. There’s entrepreneurs. Number two level down in this pyramid is the technicians, who are the one’s doing the jobs to make this whole thing happen. Super essential but have huge earning caps, depending on what technician role you picked makes your earning cap. There’s one spot, and this is the spot that I want everybody to understand because this is the other spot inside of a company where you have no earning potential. Excuse me, I said it wrong. You have no earning ceiling, you have unlimited earning potential. Scratch that, that could have been really bad and messed up the whole thing. You have unlimited earning potential, literally the sky is the limit. That last piece, so we have entrepreneurs, we have technicians, and the third are the rain makers. They’re people that make it rain. They’re people that bring leads and money into the business. They’re the rain makers. Now entrepreneurs love rain makers, why? Because they make it rain. Do you guys understand that? That’s the secret sauce. Most technicians don’t understand that.  Because all they know is I went to school to learn this thing to do this task, so they do it and do it. But the person that gets rewarded the most, outside the entrepreneur of the company, are the rain makers. Typically in most, not most, but a lot of businesses that I own, that I’m involved with, the rain makers a lot of times are entrepreneurs who maybe if they would have started their entrepreneur journey ten years earlier, they would be the entrepreneur of the business. But for whatever reason they’re not. So they came, they can have, a lot of times we call them intrapreneurs. In their role in the company, they have the ability to grow and expand as much as they want. They’re rain makers. What do they do? They make it rain. They bring in customers and make money. They bring money into the company. So if you look at this from an outside perspective, if you selling this stuff in college terms. It’s marketing and sales. Marketing brings people in, sales takes their money. That’s kind of what it is. And it’s funny because, I don’t know what it was, even like most technicians, if you go to school and you tell someone you want to be a sales person, the viewpoint, or even marketing, I’m in marketing, or I’m in sales, the technicians are the ones who are always looking down on you. “oh, I’m a doctor.” They look down on the rain makers because they think it’s a sub….I don’t know. They think it’s not as good, not as dignified. What they don’t understand is that the rainmakers make the money. It is the most dignified, most important position in the entire company. Without the rain maker’s the technician has no job. Without someone bringing people into your business and then getting the money from those people, there’s nobody to be a technician to. You make as many cakes as you want, but if some dude didn’t bring those people into the store and take their money, they’re not going to buy a cake. It’s the most important role in the business, outside the entrepreneur who sets the initial risk to get it going. So even though the technicians talk down on us marketing and sales people, it happens to be the most important role in every single business. You can tell when businesses are stupid, when recessions come and they cut their marketing teams and they cut their sales teams. It’s insane to me. I had a chance in my life to live through one of the recessions, 2008. I had a bunch of friends who were in marketing jobs and they were making it rain for the company and the company started struggling so they cut the marketing. I’m like, you’re insane. Cut the technicians, they don’t do anything. Don’t cut the blood coming into your company. Marketing and sales is the blood, it is the rain. The rain makers are the key. So rain makers. They don’t have a ceiling, in most businesses now days. Especially if you become good at it and not a little bit good, but really good. You can come to a company and say, “I can bring in unlimited leads for you.” Guess what they will do? They will give you anything you want. All company need leads. The other thing they need, sales. They take those leads and turn them into cash, turn them into money. That’s how the entrepreneur gets paid, that’s how the technicians get paid. It’s by the rain makers. Bringing people in and taking their money. That’s it. We can try to be romantic about it, but that is it. You have to understand, if you want to be wealthy, and I’m not talking about making good money as a technician, because you can do that. You gotta go to school, that sucks. If you want to become wealthy, become rich, make a lot of money. You have to shift your focus from becoming good at being a technician, to understanding how to make it rain. If you can make it rain in a business, you are infinitely valuable. As a technician you are only valuable as that task is to the person, to the company. They know, they got a budget for it. There you go. So if you’re working for a company saying, I do video. Guess what? They have a budget for that. We pay video guys $3 an hour, $12 an hour, whatever that is, $20 an hour. For my friend, the company you are working for, they budget $25 grand so that’s all the money you are able to get. Because you’re a video person, you’re a commodity. That’s the other thing about technicians is they’re commodities. It’s funny, I was talking to my sister the other day here at our family vacation or whatever, and she teaches piano lessons. I love my sister, she’s honestly in my top 3 favorite people on planet earth. She’s teaches piano and she’s like, “I’m so busy, I can’t keep up with anything.” And I said, “you should double your prices.” And she’s like, “I can’t double my prices.” And I’m like, “Why not?” and she’s like, “If I double my prices I will lose half my people.” I’m like, “okay, well you lose half your people but you double the money, that means you get double the free time for the same amount of money.” And she’s like, “I can’t do that because that’s the set price for what people charge for piano lessons where I live. So if I raise my prices, they’ll just go to somebody else.” I’m like, “Because you’re a commodity. Guess how much people pay for marketing consulting advice?” She’s like, “I don’t know.” And I’m like, “Neither do I, but I don’t look what everybody else charges and charge the same thing, I charge the most I possibly can.” For example we had somebody contact our office and they wanted to do a one day consult with me and I was like, “I don’t have time for a one day consult.” And they’re like, “Well, how much would it cost?” and I told Brent to tell them it’s $100 grand and they can do 8 hours and they have to come to Boise and I’m going home at 5:00 to be with my kids. He kind of laughed because he knew they wouldn’t say yes to that. He went and pitched it to them and came back 5 minutes later. He’s like, “They said yes.” And I was like, “There you go.” Want to know why? Because I’m not a commodity. When you’re a video person you’re a commodity. When you are any kind of technician you are a commodity. When you’re a doctor, you’re still a commodity because guess why? Another doctor comes along and he’s better than you or less expensive than you, whatever. They can replace you with the other person because you are a commodity. The rain makers are not commodities. That’s what you have to understand. The rain makers are unique. They understand something that they can’t just learn in school. They know how to get, especially in school because there’s no school that I know of yet, that teaches a marketing program that is actually good. So there you go. So if you’re in school trying to become a rain maker, you should drop out today. If you want to be a technician stick to school. If you want to be a rain maker, it’s time to leave. If you’re in school, honestly if you’re trying to do a sport. That’s why I was in school. Do that. If you’re trying to find a beautiful spouse, school is agreat place to meet great looking women and probably good looking men, I have no idea. But that’s a great spot to be in school, but just til you find your spouse and then leave. It’s time to go. If you want to make it rain, it’s time to go. The rain makers are the ones that are not a commodity. There’s no cost associated, people don’t budget that out. Because they are like, I don’t know. If I came to a company and was like, “I’m going to build you guys a sales funnel and this funnel has potential to bring you unlimited leads for forever and make you unlimited amounts of money.” They’re like, “How much does that cost?” I’m like, “However much I want to charge you for it.” They can’t price shop. How are you going to price that? Russell Brunson charges 100 grand for a day. How do you price shop that? Go to somebody else? Ask Gary V. “What do you cost?” and he’ll give you his price but he’s going to teach way differently than I would. If you want what I got, I’m the only one that’s got it. You gotta pay me what I want to charge you for it. I’m not a commodity. If you’re a great sales person, you’re not a commodity. Great sales people are rare. If you’re an amazing sales person you can walk into any organization and say, “hand me your leads. I just want 20% of everything. I eat what I kill. I’m going to 20% of what I kill.” There’s no business on earth that I know of, that if you walked in and said “Look don’t pay me, just give me all your leads. I want 20% of what I kill.” Almost all of them will say yes to that. Because you’re a rain maker. You have no ceiling. Just kill a whole bunch of stuff and you get your cut. Same thing with the person who is making it rain, bringing the leads in the door. A lot of times you’re like, “Russell, I’m a video guy, I’m whatever. I don’t know how to make it rain. Right now I’m basically a technician. I’m plugged into this technician thing.” You gotta start studying, not how to become a technician, you’ve got to become good at your craft, I agree with that. You have to become obsessed with it, but you have to become good at understanding how to make money. The study of making money is the key. So how do I make money? It’s understanding if you’re a video person, doing video is a commodity. But if I can understand how to use video to bring in the leads, it changes things because now I’m not a commodity. I’ve got a friend who charges 100,000 to make you a video, plus 10% of any money that video ever makes you. Technically he’s no better than anybody else. In fact, some would argue he’s a lot worse at video than most people, but he knows how to take that video and have it turned into cash and bring in customers. He knows how to use it to make it rain. So for those of you guys who are in my world, I’ve got some tools to help you learn how to take whatever technicians skills you have and learn how to make it rain. So I told my friend, I gave him some advice, “I’ll record this podcast but you have to do some things for me first. First thing you need to do is go back to this podcast, Marketing In Your Car, first hundred episodes there’s a cheesy jingle. Next 200 episodes there’s a less cheesy jingle, still cheesy. And then recently we transformed it into the Marketing Secrets podcast, which I really like the name and the new jingle is freaking amazing.” Don’t you guys agree? So we’ve got that. I said, “Go and listen to every episode, start at episode one and go through all of them. What’s going to happen is you’re going to immerse yourself in how to become a rain maker. You’ll learn a bunch of random crap and none of it’s going to tie together, but it’s going to get your mind immersed in this mindset. And if you don’t like me or my voice, you can go find someone else. But find someone who is obsessed with marketing and sales. And he ranks the stuff that people pay unlimited money for and start immersing yourself. Listening to it all day every single day so your mind is just wrapped into the concepts. With geeking out and going deep with my podcast, your mind is going to get into it but you’re not going to have a blueprint, but you’re going to have all these thoughts going through your head  all over the place. It won’t be a path, but it will be immersion. Immersion is the key.” Tony Robins talks about this a lot and I’m a big believer in pretty much everything tony says because he’s a giant and he’s got stage presence like nobody else and he’s amazing and a billion other reasons. Tony’s the man. He taught me about immersion. If you want to learn something, don’t dabble. There’s dabblers out there all over the place, who dabble. My guess is things in your life that you struggle with are things you have dabbled in and things you excel at are things you immersed yourself in. That’s just how it works. If you want to learn how to make it rain, you’ve got to immerse yourself in the concepts of people who are making it rain. So number two what I told my friend. I said, “There’s two books you’ve got to read.” And I shipped them out to him. First book is Expert Secrets. In this business there’s two sides of the business, there’s the art and the science. The art really is the selling and messaging and positioning, all those kind of things. Storytelling and that kind of thing, that’s the art. So I said, “Read the Expert Secrets book first because that’s the art. Second read the DotCom Secrets book, because that’s the science. It’s the art and the science to making it rain.” When you read both those books, there’s two different perspectives that you’ll feel in the books. One is very much like the structure, the science, the Dotcom Secrets, the science to how the game is played and the Expert Secrets is the art. A lot of people think they have to master all of this, and you don’t. Especially if you are someone who would love to be an entrepreneur, but for whatever reason you’re not able to. You want to be an intrapreneur in a company. Go into a company and be an intrapreneur for a company. Look at that and say, “I don’t need to know all this stuff. But I gotta understand it all. I need to understand the art and science and figure out where my skill set fits into that.” So my friend that’s doing video stuff, you have a skill set that in the right hands is worth a lot of money. In the wrong hands its worth 25 grand a year. If you find a company that’s growing, the right company, the right person to plug into and come and say, “I want to make it rain for you.” Brandon Fischer who started doing video stuff for us 2 ½, 3 years ago. He came in and I met him and my brother does video stuff for me, we didn’t really need another video person, but he came to me and was like, “Hey, I want to learn what you’re doing. I’ll do video stuff for free for you.” I was like, alright and he started doing it for free. He did some amazing stuff and started capturing stories for me. He captured Liz Benney’s story of her telling her experience with Inner Circle. Basically he didn’t come to me as a video guy, he came to me as, “I can capture the story that will make your company look a million times better to make it rain.” So he captured the story of Liz Benney, so we took that video and put it on a website, started driving traffic to it. That Liz Benney video, I couldn’t track it today, but that video has probably made me at least 2 million dollars if not more. That video helped me make it rain. That video asset to me wasn’t worth 25 k a year, it was worth a heck of a lot more. Because it helped me make customers, convert those customers, and get money from those customers. But he didn’t come to me as “I’m going to be a video guy.” He came to me like, “Let me serve you first.” The best thing about rain makers, if you’re good at what you do, which is why it’s important to be really good at your craft. That is important. Become obsessed, literally become so obsessed with what you do you become the best in the world at it. Or at least the best that person’s ever met. Become obsessed with it. That’s important. The second thing is figuring out how to use your skill to make it rain and becoming obsessed with that. That’s the missing key. Because then you become an intrapraneur, you come into a company….Don’t come in and try to negotiate a huge fee, because number one if you negotiate a huge fee, the first thing you’re going to do is lock yourself in as a technician. Technicians get paid a salary. As soon as you negotiate you lock yourself in and then you’re there. If you come in the other way and say, “I’m going to work for free and make it rain and then I just want a piece of what I bring to you.” If you bring it that way and come in and help make it rain, it’s completely different. Jay Abraham, one of the great marketing, strategic minds of all time, his whole thing is he would come to a company and say, “I’m going to come and work for free I just want 20% of the increase.” He’d come to a company and add 40, 50, 60, 100 million dollars to a company and just took 20% of the increase. That’s what rain makers do. That’s what sales people do. You are creating opportunity. You’re creating money for them and taking a percentage of what you create. That’s the key you guys. That’s the key how to be an entrepreneur inside of an organization and have no limit. Guess who they don’t fire in a company? The person who makes it rain. If you go into a company and you make it rain, that’s it. You write your own paycheck from that point forward. So how do you do that? Number one, immerse yourself in this stuff, in the marketing and sales. Immerse yourself. I would recommend doing it with the podcast. Because I think I’m obsessed with podcasts. It’s the best way to have it ring through your mind all the time. Start at episode one of my podcast, click play and go until you’re done. A lot of you guys, start over. This is not for my own ego, partially for my own ego, but mostly for you guys. And again, if for some reason I talk to fast or I’m annoying or whatever, I don’t care. Plug into somebody, plug into Grant Cardone, Gary Vaynerchuk, or plug into John Lee Dumas, I don’t care. Whoever you resonate with, plug in and go. Don’t unplug. Every single day, all of your free time, you’re driving, you’re walking, your bathroom breaks, be listening to podcasts constantly. That’s going to give you the immersion, because immersion is the only way for you to get the connections. This connects to this; you’re going to start seeing the big picture. Number two is you need a strategy and a blueprint. For each of you guys, there’s two books that I’ve written. I’ve put my heart and my soul. I’ve read thousands of books, sold hundreds of millions of dollars worth of stuff, to be able to figure out what actually works and put it into a book you could read in a day. So read the Expert Secrets book, number one, and then read the Dotcom Secrets book. Expert Secrets will teach you the art, Dotcom Secrets will teach you the science. Then you’ve got to look at what your skill set is and where does that plug into the art and science. Again, you don’t have to do everything, but figure out what you are good at. What I would recommend doing, this is kind of the next step, is those who have gone through my certified partner program, we certify people to build sales funnels, the ones that are the most successful, the ones that bit, realize they’re not the best at everything. Henry Kaminski, one of my buddies was in the inner circle for last year, he talked about when he first came in, he was a graphic designer. He’s like, he didn’t say it this way, but similar. He understood the art and the science. “I’m really good at graphic design but I don’t know this other stuff.” So he started studying and learning it. He realized there’s pieces to this. If you read Dotcom Secrets and Expert Secrets you will realize there’s pieces and you become an expert in all of it or what he said he did, “I built a voltron team.” Some of you guys, if you’re and you don’t know who Voltron is you can go Google it. Or you might remember Power Rangers, might be a better one for you guys. There are different versions. But Voltron is basically, there were these five, same with Power Rangers, same story, probably the same everything. But there’s five people who had their own super power, they went out there and they were really good. But there was a big bad guy who would always come and they couldn’t defeat him individually. They had to group together and become Voltron and all five pieces came together and they’d fight and they could win. So Henry said, “I realized I was a good designer, but I’m bad at strategy so I had to find this strategy person to partner with.” So he partnered with his strategy guy, Dave Arsonal. Then he’s like, “I need someone good at selling.” So he partnered with a salesman. He partnered with three or four people and built this Voltron team and he went out there and in less than a year he made a million dollars with his little company. Because he understood, “We’re rainmakers and I’m good at this piece but I need a couple of people together and we can make it rain. We need someone who can drive traffic, someone to do sales, and I’ll do the art.” He did that. So for you guys and for my friend, after you understand the art and science, you’ve immersed yourselves, you’re learning all these kind of things, you buy the expert Secrets and Dotcom Secrets book, read both of those and understand the art and science of how to make it rain. Now you’re looking back to say, “How do I fit in this? What am I passionate about? Am I good at the story telling part, am I good at funnels?” Figure out those pieces and then you can go to companies and look at that and say, “I’m really good at this piece. I can bring this thing to you.” Or find a partner, find people and come in and say, “We can do this thing.” A good example of this you guys, I don’t normally share these kind of numbers, but I wanted to just kind of help. Some of you guys have seen the Harmon Brother’s videos, some of you guys know that we are about to launch our Harmon Brother’s video, which I’m really excited for. They did Squatty Potty, Poo-Pourri, Chatbooks, Fiber Fix, a whole bunch of great videos. They make these videos and they’re good, really good. They go viral and they’re amazing. I wanted to hire them to do a video for me so I messaged them two days after they’d actually messaged me, which is kind of funnel. They had this funnel, the Fiber Fix funnel, they said the video went viral but the funnel isn’t converting and they wanted my help.  I was like, “Funny. I just wanted to email you to see if you’d do a video for us.” We got on the phone and tried to talk through it and both of us are rain makers. Our videos make it rain, we know what they’re worth. I was like, “How much does it cost to create a video?” I was thinking maybe $50, 60 grand or whatever. With a very straight face he was like, “We charge $500 thousand up front plus 20% of ads spent.” I was like, “What?!” and he looks at me straight, he didn’t say this in so many words but, in the words of this episode he said, “We know how to make it rain, so that’s what we’re worth and that’s what we charge.” A few months later I wrote them a check and now they’re going to make it rain for us. Same thing, they came to me with the Fiber Fix funnel, “We want you to fix this funnel, how much does it cost?” I’m like, “you can hire someone fix the funnel it will be 10 grand, but for me it will be a quarter of a million bucks.” And he’s like, “Whoa, why are you so expensive?” and I was like, “Because I know how to make it rain.” So then they did their deal, because it worked. As I went with the Harmon Brothers and we did the video, it’s been the most amazing experience, I can’t wait to show you the whole behind the scenes video. There’s some on Funnel Hacker TV, you see bits here and there. But it’s amazing, it’s not 2 brothers who do this whole thing. It’s these guys who started a business and then their process is really cool. When we hired them, basically they said, “We’re going to do a writing retreat.” And they found three amzing writers to write three different scripts for us. So we go to this cabin and they have three writers come and read their script. Each script was insanely amazing, but three different comedic scripts. And these guys again, are writers that they hired, they’re sketch comedy writers. They each wrote three and came back and said, “Which of the three do you like the best?” we picked what we liked the best and then all three guys took those, in this cabin, we went back and all three of them went and took the best script and they took all the jokes, the best jokes, wrote a new script and came back and showed it to us again. It was even more funny. We went back and forth for two days until we had the script. Then after we had the script, they went and said, “Okay, for this script to happen we have to have props.” So they hired someone to build stages, and they needed videos and hired video people. They hired all these people to make this amazing thing. Last weekend we went and filmed it and hopefully we’re about a little ways away from launching it. Again, with them, it wasn’t just them. They had built a Voltron team of people that could go and execute to make it rain. You have to start understanding that. Come back to where we started, the hierarchy of business. There’s the entrepreneur. The entrepreneur is there and they are obsessed with getting the message out about their thing. Not about the thing, about getting the thing into other people’s hands. That’s why I love entrepreneurs, because they’re tied into this whole marketing thing. Good entrepreneurs are obsessed with the marketing and selling of the thing. They are the ultimate rain maker. Number two is the technician who do the thing, which are essential to the business, but again you’ve got a cap, you’re a commodity. Understand that there’s a cap and you’re a commodity, but you’re in there. You’re going to have a good, typically secure financial thing, all those kind of things. You get security but you’re not going to have unlimited income. Then you’ve got the rain makers. So for you guys looking at understanding what a rain maker does and what it is and how the process works. Figuring out how to take your skill, your super power and uncommoditize yourself and make you unique, make yourself rare. Make it so people pay you half a million dollars if you make them a 3 minute video. Is that crazy? Someone pays me a quarter of a million bucks right now to make them a funnel. For me, not that it takes me that long, I just know what order the pages need to go and what message in each page. I know how to make it rain. I’ve been obsessed with this thing for over a decade. For you guys, it’s time to become obsessed. Become obsessed in your own company. And if you’re the entrepreneur in your company listening to this, become obsessed. You’ve got to be the lead rain maker. Find the technicians, plug in the right people, and like I always say, find A players, not B players. A players are 32 times more effective than B players. Find A player technicians and pay them well. Because you don’t want to go find other technicians. Plug in the best technicians you can find, then go find rain makers. And if you try to cap rain makers, they will leave you. Understand that. You, as an entrepreneur, find rain makers and give them the ability to have unlimited ceilings in their income. Because if they do that, again, a rain maker is just an entrepreneur who for whatever reason, life circumstances isn’t able to go out on their own to do it, which is totally cool. There’s nothing wrong with that. If it weren’t for all the intrapreneurs in our business, our company is 99.9% intrapreneurs. If it was not for my intrapreneurs we would not be where we are today. I try to create our businesses in a way where people can grow and have unlimited earning potential. That’s the key. For you guys listening who, that’s you and you’re stuck in the technician role or you want more, or you’re in this thing where you want to be an entrepreneur but you can’t or whatever. This is where to focus on. Learning how to make it rain and then building a team around you. Finding people, other pieces and networking, not so much finding jobs, networking to find people to help you to be able to make it rain. As soon as you have a team, as soon as you personally or your team can do that, you can go to any business on planet earth and write your own paycheck.  Then it comes down to picking the right businesses, and that’s a whole other lecture for a whole other day. Because I’ve seen some funnel consultants who go and they get paid ten thousand dollars to build a funnel, other guys get a hundred grand, the only difference is who they are pitching to. It’s interesting, I’m privy to share the details, but the Harmon Brother campaigns, if you look at the Purple Mattress, its $1000 mattress. Because every sales makes $1000, it’s been one of their most successful campaigns. Chatbooks has been amazing, probably the most viral video they’ve had, but each sale doesn’t bring in, the value of each customer is a lot less, so it’s harder to continue to make that one rain. Same thing with all you guys, if the customer or the client that you’re working for, if they’re average customer value is $30, if you’re working for a restaurant, making $30 it’s not good. But if you’re working for a customer where each customer is worth 25 thousand dollars, it’s a lot easier to justify what you want to charge people. Stuff like that. Alright, well it’s late. It’s almost 1:00. I gotta get my 6 hours to go to the water park. I’m going to end today’s podcast, but I hope that helps you look at how business works and understanding that for you to be successful and make money, you have to understand how to make money. You gotta learn how to make money. Don’t just learn your skill because if you do that you’ll become a technician, which is fine if that’s where you’re happy. But if you really want financial freedom and wealth and no limits and no ceiling, you want to be able to grow, it comes down to studying money and understanding how it works and understanding the marketing and the sales, getting people in the door and getting their money from them. It’s the most valuable part of any business. I don’t care what the hoity-toity doctors tell you. I don’t care what all the people in school and colleges, it’s the most dignified, most important role in business. If it wasn’t for it, business would stop. The economy would stop. So it’s figuring out how to plug in your skill set into that piece of business. Because that’s where the money’s made. When you’re part of people making the money it gives you the ability to have percentage of that. So I hope that helps. So for my friend who’s listening and everyone else listening, once again, immersion. Get the blueprint. Figure out what your unique abilities and talents can plug into that blueprint to make it rain for a company. When you do that, you got what you need and a whole bunch more. So I hope that helps you guys. I hope that helps my buddy. I won’t say your name because, you know. I appreciate you and hope to hang out with you someday again. Everybody else, have a good night, talk to you guys soon. Bye everybody.

This week my guest is Brandon Fischer, curator of the Running Rich Photo Books. We talk about riding from his native Buffalo, NY to California, how he got into photography and riding, leaving behind his life to start over in San Diego and what he has planned for the future. You can follow Brandon's Instagram's @soulofire_ and @runningrichphotos Be sure to check out the show blog for additional content including Brandon's pics at rulersandriders.blogspot.com As always, thanks for listening and we will see you down the road.