Podcasts about comma club x

In this episode of ClickFunnels Radio, host Chris Cameron welcomes Juan Alcala, a long-time member of the ClickFunnels community and a participant in the 2 Comma Club X coaching program. Juan shares his journey into the world of online marketing and real estate, discussing how he became involved with Russell Brunson and the impact it has had on his career. Juan also dives into his experiences with building online communities and leveraging platforms like YouTube to enhance his business. Tune in to hear Juan's inspiring origin story and insights into navigating the digital landscape! Connect with Juan on instagram: @juan.alcala.realtor

Artistpreneur~Vision & Purpose Coach

Here is the exciting wrap up of the final two days of this year's Funnel Hacking Live event! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up everybody, this is Russell. Welcome back to the Marketing Secrets Podcast. All right, I'm going to break down day number three and day number four of Funnel Hacking Live for you. All right, so day three is where we start transitioning into... For me, if I go in very funnel specific, I like taking people through on this day, the bottom of the value ladder, moving up, and just showing a lot of different ways to build funnels, because there's so many different ways to do it. You can have book funnels, and challenge funnels, and webinar funnels, and high ticket funnels, and a million other things in between, summit funnels. Yeah, there's a lot of stuff, and so on day three I started going into this. And the very first person that we had speak in the morning was Kiana Danial, and she's someone who has been on every news channel a million times, Fox news, CNBC, all the business stuff, talking about investing and things like that. And she thought that was going to make her a bunch of money, but it didn't. And she ended up joining our Two Comma Club Coaching Program a couple of years ago, and we got her focusing on driving all that traffic to a funnel, and in no time she became a Two Comma Club winner. And so it was cool having her tell that story, just showing all these things that she thought meant it was going to be money like, "I thought I'd be on TV on all these shows all the time. I thought these things were going to be the things that made me money, but it wasn't. It wasn't until I actually had a funnel, I had a way to convert people into customer, that I started making money. And so it was really cool hearing her presentation. And then after that, we started moving up the value ladder. So next was Pedro Adao, and Pedro has become infamous for challenge funnels, not like challenge funnels like The One Funnel Away, which is a paid challenge funnel, but doing free challenge funnels. And Pedro talked about that, and he was awesome, he was on fire people went crazy. This is actually important, the one reason I had Pedro in here is because inside the new Two Comma Club Coaching Program, if somebody chooses the expert route, the first eight weeks we focus on them all doing a challenge, and so it's fun for them, they'll see through Pedro what these challenge funnels look like. And then later in the pitch, we would come back and say, "Oh, that thing that Pedro did, we're going to be doing that." And Pedro is going to be one of the coaches helping on that, which is really cool. So Pedro talked about free challenge funnels. After he was done, then Peng Joon, he's one of my favorite speakers, but he was stuck in Malaysia. We almost didn't know if he was going to come, he's like... Anyway, it was a big deal to get him here, and luckily he made it to the States. And what was cool is he showed how you can basically take a 30 minute presentation and turn a 30 minute presentation into an entire business, and he showed how he did it. With last time we spoke at Funnel Hacking Live, he took his presentation, he made it a book, and from there he had an upsell of the audio book, and the episode, the done for you version, and the done with you version, and he showed the whole process, how you can take one 30 minute presentation and turn it into entire business, and lead with the book funnel, and that was really cool to see that. I think it's something that most people could do pretty simply and pretty easily. After Peng Joon, then we started moving up the value ladder a little higher to Lauren Golden, and Lauren, she's built her empire, and she won multiple Two Comma Club awards, primarily through webinar funnels. So she talked about webinar funnels, showed her process there, and then she talked about other bunch of the cool things that she was really excited talking about as well, but it was the next phase of the value ladder, is like, "Hey, here's a webinar funnel." After Lauren was done, then Sarah Petty had been doing live event funnels and crushing it, and doing huge volume. The market she serves are photographers. A lot of times people think, "Well, there's not much money in photography. Photographers aren't going to pay for high ticket things." But Sarah does these virtual live events and gets photographers on them, and then from there sells a really expensive high-end coaching, and they're killing with it. And it's just really cool to see cause they do a lot of just things that I don't think through. I don't know if it's like feminine masculine, or maybe she's just more creative than me, probably that one. Anyway, but all these cool things where when someone signs up for a virtual event, they get this box, and the box has them unlocked like, "Open this thing first, this thing second, this thing third." Takes them through this whole journey, but that's what Sarah talked about, which was amazing. And then, after that, then Eileen Wilder spoke about high ticket sales, and her presentation was really fun for me because she quoted a lot of the old time personal development people who I'm studying right now, and so it was fun for me because I was like, "I'm reading about these people right now." And she's quoting them, and she's talking about them, and her presentation was awesome. That got my wife all fired up. Collette was like, "Eileen got me on fire. I got so excited about everything." And so hers was awesome. And the whole morning, it was just power-packed, and fun, and exciting, and everybody ran over on time, so there was all the stress for me and everyone on our team, but man, it turned out awesome. That morning was great. So after that, then we went and we broke to lunch. Now a couple of things we did, is we broke to lunch, and we had a special lunch for anybody who'd won a Two Comma Club award in the past. And that was for a couple of reasons, number one, to give them a free lunch, but then also, some of you guys know that I've recently reopened my inner circle, and one of the qualifications to be in the inner circle is to have won a Two Comma Club award. So we had all the Two Comma Club winners at lunch, and then we told them about the inner circle and invited them to join if they wanted to, and we end up signing up a lot of people into the new inner circle, which was awesome. It was really a soft pitch, I just said, "This is what it is, if you're interested, go sign up, and then go back and have some lunch." And so it wasn't a hard pitch, it was just letting them know there's an opportunity and that's what's happening. So we had lunch, after lunch we got back, and I was excited because over the last year... So I become really good friends with a dude named Nick. I'm going to probably mispronounce the last name. He's got the hardest last name ever, so I apologize in advance Nick, if I mess up, but Nick Santonastasso. Oh, man. Anyway, if you guys know Nick, he was born with one arm and no legs. Two arms, one arm was really small though, and the other one has got one finger on it, stuff like that. I connect to him a while ago, and he was the wrestler too, which was really fun. In fact, he came to my house and I wrestled him, and we got video of us wrestling, but just someone who's such a cool dude, I just love him. And he gave a presentation called Play The Hand That You're Dealt With, and showing people that like, "Man, life is tough. You've got a lot of hard things." But he's like, "Look at the hand I was dealt yet." Yeah, because even with this stuff he's become a bodybuilder, and he's become a coach, and he's become a speaker, and all these amazing things. He was a wrestler. Just because he was born with something that would have made life harder, he has a strong mind, and he was able to do such amazing things. So it was awesome, Nick there speaking. And then when Nick got done, it was time for me to do my presentation, to let people know about our coaching program. And every year this is hard for me, because those who had studied my stuff, they know how I sell, and so I tend to start selling, they're like, "Oh, here it comes, Russell is trying to sell something." And so this presentation was a little different than a traditional perfect webinar. The elements were all there, but it was wrapped differently. But this was one where I was actually talking about personal development, which is something I haven't talked a lot about, but I've been geeking out recently. I'm working on a book, and so I just have a lot of stuff top of mind right now. Yes, I do that presentation about that kind of stuff, and then after the presentation was towards the end, then we talked to people about success inside of our coaching program. Every year we redesign Two Comma Club X. We make it a little different, we get feedback and make tweaks and changes. And one of the biggest things that we're noticing now is that half our audience are people who want to be experts, and half our audience are people who are selling physical products. And our coaching is always steered more so towards people who are experts, because that's what I'm better at, right? And so this year we decided to partner with Alison Prince, who is someone who I just have so much love and respect for, and we decided to break it down into two tracks. There's one track that's the e-comm track, and one track that's the expert track, and people will get to pick which one they want. And Alison also helped us line up momentum coaches, and a whole bunch of other amazing things, and just really tweak the program in a powerful, powerful way. And when I did the presentation, I got to bring Alison out to talk about it as well. And people hadn't met Alison yet, so it was a weird thing to figure out how to do the presentation, to get people weaved in to get to know her in a short period of time. And then, also from there do our pitch, a new coaching program. And so what's cool with Alison, she, I don't know, she made 40 or $50 million on physical products, it's crazy. But when I met her, she was trying to learn how to become an expert. And so it's fun because I was able to tell her story about... Or excuse me, I told the story, but she told it as well, like, "I wanted to learn how to be an expert, and so I came to Russell, and he taught me these things, we did the webinar together, and boom, and I built this whole thing where Alison's won two Comma Club Awards, two Comma Club X, and this year she won two Heart Awards , which means they gave over a million dollars to charity. And she was like, "I was able to do that because of the expert business that Russel taught me. And then we were able to flip the tables and be like, "Now, Alison sends out physical product stuff. In fact, two weeks ago, I decided I wanted to see how well her stuff worked to see how much we could do, so we followed her process and put together an e-comm product, and we launched it, and we ended up doing, I think it was 15 or 16 grand in two weeks off of just following Alison's process. And I'm like, "This stuff actually works, this is so cool." And so we had both those case studies and like, "These are the two paths. Who here wants to be experts who wants to be e-comm?" It was a 50/50 split. I'm like, "Okay. Cool thing is that you can pick whatever you want in the program." And then from there we sold the Two Comma Club X Coaching Program. And then after people signed up, Todd and I got pictures of all the buyers. So they have a picture of me and them and Todd up on stage they can look at as they're trying to work towards winning Two Comma Club award. And so that went really, really well. Sales crushed it, Alison is so good. And after dinner, then we had Alison come back and do a whole hour long workshop, teaching her process and how it works, and showing all the things. And so she did her presentation after dinner, which was really, really cool. And then we soft pitched TCCC again before we went to bed that night. That's what happened at day number two, and so it was amazing. We got to go through the entire value ladder doing funnels. We had a chance to hear Nick just motivate the heck out of you, and you get excited about what's possible. And then I got to do my personal development stuff, and then Alison, and Alison got to come in and talk about physical products. So that was the end of day number three, and at day number four, and I'm just going to go directly to day four, because three and four weave together. Day number four is where I came out in the morning, I did a presentation called Bootstrapped, which is how we built our business, we bootstrapped it. And I actually announced a new award called the Bootstrapped Entrepreneur of the Year Award. I talked about that, and then my twins were here at Funnel Hacking Live this year. So I brought them on stage, helped me show the new awards, which are insanely cool. And I did a presentation showing how we bootstrapped ClickFunnels, and ups and the downs, and told that story. And then we did what's called the re-pitch, which is basically like, "This is the last time, it's time for the coaching program, go and do it now." And we took a break, and people signed up, and that was the end of the selling part of Funnel Hacking Live. And then from there on out, it's usually for me, I get to relax and just enjoy the rest of the day, which is awesome. And so the next presentation after the break was Garrett J White. and those who know Garrett, Garrett spoke at every Funnel Hacking Live in the past. He's usually, traditionally, the one I have to go and warn everybody that he's going to curse a lot, and if they need to, they can leave. And every year I get people who complain because of Garrett, but I also get people who tell me it's the thing that changed life the most. And so I didn't know what to expect with Garrett, as I don't normally know. And this year he came out all in white with a choir, and it was an interesting presentation. He's recently found Christ, which is amazing. And so he came and he did his presentation, where weaving business principles in with God and with Christ, and they had choirs singing, and it was powerful. But at the same time I had people who were offended about that. And anyway, I don't know, I love Garrett, he gets people to move. It doesn't matter which side, him dropping the F-bomb from stage, him talking about God from stage, either way I get complaints. But at the same time, people don't complain, all are just like, "That was the most amazing thing ever." Anyway, so it's always this weird thing. Not a weird thing, it's always an amazing thing, but it's always just this tension for me of just like, "What's going to happen? What's he going to say? How's he going to say it?" Anyway, that was Garrett. And then from there, we broke to lunch, and we had a big welcome lunch for everyone who was a Two Comma Club Member who signed up, which was really, really cool. And then, after lunch we had Tim Ballard who flew out, which was cool, and so we had him to come and say hi to everybody and talk about the Save a Child Challenge that we launched on day number one, and how much money we had raised, and Tim thanked everybody, which was really cool. I hadn't seen him in a while, it was a really good seeing Tim, and him and his team are just... They're amazing, all the things that they're doing. And there's a whole bunch of people talking negative about them online, there's things that are not true. People have asked me, "Is this true? Is this true?" I'm like, "No, this is not true. These people are lying. They're horrible people who literally are trying to get in the way of saving children." It's the most demonic, evil thing in the world, but Tim and his people have such good hearts. They're there saving people from Afghanistan. Tim's running the Nazarene Fund for Glen Beck, which is saving thousands of kids, and plus he's running the whole O.U.R thing, and it's heavy. And you could feel the weight on his back and his shoulders, carrying this mantle. And anyway, I was grateful to be able to have him there, and hopefully give him a little rest, and show him that people love him, and they're grateful for the work he's doing. So that was cool. And then after that, then Tony came and spoke. And Tony, every year, we never really know how long he's going to talk for. Anyway, this year our contract was three hours, but I think it's the first time Tony's been on stage in front of a whole huge group of people as well, and so he went and he did his presentation for three hours, and then he kept talking, and had it going for six hours on stage, which was crazy and super awesome. So we had Tony talk for six hours. Yeah, he's kept going and going, and he just loved it. He asked me, "What time do you think I need to stop?" Like, "Dude, just keep going. People are here, they're happy, don't stop." So Tony went on for six hours, which was awesome." And then when he got done, we got on stage Todd and I, and wrapped the event up, and that was it. And that was Funnel Hacking Live 2021. And every year we're putting things together, it's just like an insurmountable task like, "How do we sell the tickets? How do we get people to show up?" And this year is even bigger because of COVID, and the restrictions, and the problems, and just all the things that come with that. But man, after going through the whole process and I see how many people's lives were changed, people that have their big aha's, the big things they were hoping for, people who were stuck, who got unstuck, people who were able to go to the next step with us to the higher coaching, people who are so excited about ClickFunnels 2.0. Just all the things, and then getting all of our funnel hackers together, and having people together to... The whole thing, it was amazing and magical, and I'm grateful for all of you guys who came and participated. If you didn't come this year, make sure to be here next year. Next year, hopefully, there'll be less chaos in the world. There may be more, I don't know, but regardless, the party's happening, it's going to be in Orlando. And hopefully you can be there. So you can get your tickets at funnelhackinglive.com. But that's some of the behind the scenes. Hopefully helps you guys to see some of the detail people talked about, but even more so, how we structure these things for a maximum sales, maximum impact, all those things. So hope it helps. I appreciate you all, thanks for listening, and we'll talk to you guys all again soon. Bye, everybody.

So In this episode of Interviews with Entrepreneurs Show we're Interviewing Shaqir Hussyin SHAQIR HUSSYIN is the founder and CEO of WealthAcademy.com & Funnels.com, nicknamed the “Backpack Millionaire”. He's invested $350,000 into his own education and training. SHAQIR HUSSYIN is the only person who won TWO 2 COMMA CLUB X awards under 30... Shaqir's SOCIAL MEDIA: FB Profile: https://www.facebook.com/awesomehussyin Instgram: https://www.Instagram.com/shaqirhussyin FOLLOW RJ SOCIAL MEDIA: Facebook: https://www.facebook.com/therjahmed FB Group: https://www.facebook.com/groups/AMHOE Instagram: https://www.instagram.com/itsrjahmed

Register for the next LIVE episode at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey, what's up everybody. This is Russell Brunson, and we are trying out something really fun and new and exciting for the Marketing Secrets podcast and so wanted to tell you about it. So I did an episode that was actually live, we called it the Marketing Secrets Live Show and we did it on Clubhouse. And instead of me just talking for 15, 20 minutes, like a typical podcast, I did talk for 15, 20 minutes and at the end of it, I opened it for Q&A, we spent about 40 minutes on doing Q&A and it was a really cool experience for so many reasons. One was a chance to answer questions for a bunch of you guys. Number two is just it was fun doing it live and the energy was cool. So I think we're going to keep on doing it and want to invite you if you want to come on any of our live shows. All you do is go to clubhousewithrussell.com. It's clubhousewithrussell.com. It redirects you to the Marketing Secrets Live clubhouse room and you can join that room and then you'll be notified when we go live. I'll probably go live once a week or so and again, I'll be spending 15, 20 minutes talking and then after that, we'll go into Q&A and it'll be fun. So the next episode's going to be special. The first one is going to be my 15 to 20 minutes of me talking about the concept I want to talk about that day and the next step episode I'll share with you is the Q&A, and I hope you enjoy both sides of it and hopefully gets you pumped to come to the next Marketing Secrets Live show. Again, it'll be on Clubhouse, so make sure you get the Clubhouse app. But again, if you go to clubhousewithrussell.com, you can register. And with that said, I'm going to pick up at the very beginning of the Live Clubhouse and we'll go from there. We're here, everybody. What's up. This is our, technically it's the second time I've gone live on the platform. First time was a huge train wreck, we'll talk about that in a minute, but this is round two and I'm here. And Yhennifer, how are you feeling today? Yhennifer: I am feeling amazing, so excited to be here. I know that we were on for the funnel hacking live room and it was bananas. So I know that this one is also going to be amazing. Don't forget to make me a moderator real quick. Russell: You're officially now a moderator. Yhennifer: Awesome. There we go. I got the badge. I made it in the world. Russell: Amazing. I'm learning how to use it all. Okay. Can you hear me well? This is my first time using the setup and everything, I want to make sure you can hear me. Yhennifer: Yes, we can hear you perfectly fine. Welcome everybody. Russell: Welcome. Welcome. All right. Well, let me, while waiting for a few more people to jump on here for a second, I'll tell you guys what the game plan is, what we're trying to do here and then we'll dive into it. So we're going to be live for about an hour for about an hour and this is my second time officially using Clubhouse. I've been in Clubhouse a lot as a guest and hanging out, but the second time didn't get a room. First time I tried to do a room, did not know what I was doing, jumped in there. I brought everybody up to become speakers and it was chaos and anyway, it was kind of crazy. So I stepped back from it and was like, okay, I want to do this again but I want to do it this time a little more strategically. And so the game plan for what we're going to do is I'm going to basically be doing an episode of the Marketing Secrets podcast. So I'm going to talk for probably 15 minutes or so on a topic and then when that's done, Yhennifer is going to be my amazing, co-host, help me with this whole process, making sure I don't mess it up. Then we're going to bring you guys up, whoever wants to come up and ask questions or give comments or share things to deepen what we're talking about with everybody else. And that's the plan, so I think it should be fun. Anything I'm forgetting? Yhennifer: Yes. Make sure that you pin some people into this room. You have that little plus sign at the bottom guys, as you are hopping on here. Invite some friends that will be interested in what we're going to be talking about today, which is the secret behind the value ladder. Russell: It's so fun. All right. And I've also got this really cool, I feel professional, I've got a little board here. I click buttons, and if I tell you guys a joke, check this out. Did you hear that? Yhennifer: That is amazing. Russell: So I can do that. If we talk about money, I can be like this. And I also got the theme song for the Marketing Secrets podcast loaded up here. So this is the live version of the Marketing Secrets podcast, which I'm pumped for, hopefully you guys are pumped for as well. Like I said, I got about 15 minutes of stuff I'm going to talk about and then we'll open up for Q&A's. And so that is the game plan. So again, if you want to invite anybody you know, please invite them and then what I'm going to do is I'm going to queue the theme song right now and then we'll play it and we'll come back at 15 minutes to talk and then we'll open the blinds for Q&A. Does that sound good? Yhennifer: Awesome. Let's get the party started guys. Russell: All right, with that said, here is the theme song. All right, everybody. Welcome to our first ever official Marketing Secrets live show. I'm so excited to be here with you guys. We are doing this live on Clubhouse, which is kind of cool. This is my first time really producing something like this, and I'm excited. So if anyone who is a listener to my podcast, you know that usually I spend about 15, 20 minutes talking about a topic and it ends there. I want to use this platform as a way for me to be able to talk about what I'm thinking about for next 15, 20 minutes and then, when it's finished, jump on with you guys and do Q and A and answer questions. Or if you guys want to share ideas or thoughts, whatever it is. It should be fun, so that's the game plan. The thing I want to talk about today... We titled this one The Real Secret Behind The Value Ladder. I did it for a couple of reasons. Number one is the value ladder is probably one of the least understood principles inside of this marketing game. And it's funny, because I think when you explain it, it's really simple, and be like, "Oh, I get it. I get it." But when I look at people's businesses, when they come in for consulting or they hire me for coaching or whatever it is, I look at it and some people have what we call a value maze, where there's 8 million different ways that a potential customer could go and it's confusing. And I'm like, "Where do you take a customer?" And they have all sorts of different things, right? I'm like, "Well, value maze is not a value ladder." So that's one thing. Where number two is like, "Oh, they have a product." They've got one thing and they're missing some of these, these key components. And so I want to share with you guys really quickly what the value ladder is, but then there's a big thing that most people are missing. And it is key. It's the key to ascend somebody from one spot to the next in your value ladder. It's the key to actually serve people with the highest level of value. It's the key to really have success and help your customers have success. And so, that's the stuff I want to talk about today. I'm going to geek out on this at a deeper level than I typically do because I'm hanging out with a bunch of people who are on Clubhouse. That means you guys are as nerdy as me if you're here with five minutes worth of warning that we're going live for marketing seminar, right? And so that's kind of the game plan. So, and then after afterwards, like I said, we'll open for Q and A and do some questions. If you guys have any feedback or if you want to share your value ladders and things like that and how you transition people from step to step, that's game plan. Okay. So, a couple of things. The value ladder right now is more important than anything I could talk to you about for a lot of reasons. One of the biggest ones is obviously with all of the changes happening in advertising between Apple and Facebook and their feud. I'm assuming that most of you guys have noticed that your cost per acquisition in most of your marketing campaigns, if you're buying ads on Facebook, have probably gone up. For a lot of you guys, it's gone up substantially, am I right? Okay. If you've read the DotCom secrets book, one of the quotes that I talk about a lot from my mentor, Dan Kennedy, he said that whoever can spend the most money to acquire a customer wins. Okay? This is something that like... I don't have tattoos, but if I had a tattoo, it would be tattooed on my forearm so I would never forget this. This is how important it is, right? Whoever can spend the most money to acquire a customer wins. I remember when I first got started in this game, I heard him say that and it didn't make any sense to me, okay? And I think a lot of you guys who have been in the market right now, playing this game for a couple of years, it's been easy if I'm completely honest. Facebook ads have made things easy and a lot of people made a lot of money without having to be really good entrepreneurs and really good marketers and really understanding things because it was easy. It was easy. If any of you guys had a chance to read my newest book, my third book, Traffic Secrets, the intro of Traffic Secrets, that the title was, there's a storm coming. Some of you guys probably read that. It was right when Coronavirus hit is when the book launched. And I said, "There's a storm coming." It's been so simple for so many years and I've been doing this now... This is my 19th year in this business, so I was playing this game before Facebook, before MySpace... Actually, Friendster was the hot social network at the time when I started this game. And so I've had a chance to see the ups and the downs and watch what happens to advertising platforms and networks over two decades now. I wanted to warn everybody, because so many people who have got in this game in the last few years where it was easy, where it's we focus on Facebook, and I'm like, "You guys have to understand there's a storm coming. We have to look at things differently. And if you're not, you're going to be in trouble." I think the real first big wave of that has been hitting right now with the battle between Apple and Facebook and all the things. I've seen a lot of people who messaged me, who are freaking out, who'd be like, "Our ad costs are going up. What do we do? What do we do?" The reality is what you should do is you should be celebrating, okay? If you're an actual marketer, if you're a funnel hacker, if you're of our people, right? You've been hearing me preach this now for a decade, right? Whoever can spend the most money to acquire customer wins, right? If you understand that, the fact that all the CPAs, the cost per acquisition, these costs are going up and it's getting more and more expensive should not scare you to death. It should make you excited because all it really means is that more and more people are going to fall out of the game. Okay? Less competition, less people, less people fighting over ad dollars, all those kind of things. It's going to drop, okay, because the real marketers are going to keep playing the game and the rest of them are going to disappear. Like I said, I've been doing this now two decades. I've seen this. I've seen people who are making millions of dollars a month one day. And then, because of an algorithm shift, they're now out of business and I've never seen them come back, which blows my mind to this day, is because they didn't understand these core principles. And so, the core principle I want to drill into your guys' mind today is the concept of a value ladder, and then I'm going to show you guys the actual secret behind the value ladder. That's the key that makes this whole thing work, okay? So the basics of the value ladders... If anyone who has been around me for more than five minutes, you've heard me talk about this before, so I'm not going to spend too much time on the actual value ladder, because that part's the most simple, but a value ladder is like... Somebody comes into your world, right? And you give them some value. So my goal is... Obviously, there's a lot of free things I do online, right? My free podcast. I'm doing this live right now, right? Some of you guys are jumping into this room and this is the bottom of my value ladder, right? It didn't cost you any money, okay, but I'm providing value. Hopefully if I do a good job of it, you're going to be like, "Man, that Russell guy? He talks kind of fast, but I got some value that was really quick. What else does he have?" Right? And you naturally want more. That's the cool thing about human beings. If we receive value of something, we naturally want more. So if you see cool video or podcast, or you're here on Clubhouse, or something, you get some value, you're going to start looking around. You're like, "Hey, Russell talked about that book. What was that book he said? Oh, DotCom Secrets, or Traffic Secrets." Whatever one grabs your attention, right? And you're going to go online and go to DotComSecrets.com. You go over there, and you're like, "There's the book. $9.95 shipping and handling." You're like, "Whoa, in the Clubhouse room, he spent an hour with us and that was amazing. Can you imagine what I would get if I actually read his book." Right? You put your credit card in. You buy the book. Then you get the book and you start reading it, right? Now you're moving up my value ladder. You start reading the book and you're like, "Oh my gosh, this funnel thing is really, really cool. In this book, he talks about the 10 core funnels and how they work and, all of a sudden, I see how it could work in my business and I can see how it works in other people's..." And you start freaking out. You're like, "This is so amazing." Right? And you got value. You're like, "I paid 10 bucks and look at the value I got from this thing. This is insane, right?" And then what happens? You naturally want more. You start looking. "What's the next thing? What else does Russell have?" Start looking around, and all of a sudden you're like, "Oh my gosh, Russell is doing this 2 Comma Club Live virtual event coming up in two weeks. I want to be part of that. What is that?" Okay. So you go, you sign up for the event, and I try to provide value first. So the way that 2 Comma Club Live works is you put in your credit card and you go through the entire three-day experience for free. Then, afterwards, you decide if it's worth it, right? So there's no me trying to scam anybody out of money. It's like, look, come show up. I'm going to serve you like crazy, and at the end of it decide if it was worth it. If it is, then you can pay for. If not, then don't. Right? So they come through, do 2 Comma Club Live Event, and they go through this experience for three days and they're learning, they're growing, and they're getting all this stuff. They're like, "This is amazing. I'm getting so much value from this. What else does he have?" Right? And then you look at Funnel Hacking Live, our big live event, or maybe it's our 2 Comma Club Coaching. Or if you're inside of 2 Comma Club Coaching, after you've gone through that process, you're like, "What's next? I want the next thing." So, after you've gone through our 2 Comma Club Coaching program, it's a $25,000 program, our next tier up is my inner circle, right? And then after my inner circle, there's new program coming out called Category Kings. And so this is my value ladder, right? It all starts with me coming out there and putting out as much value as possible and, if you like it, you're going to naturally want more. Okay? So that's kind of the concept of value ladder. Again, I don't want to go too much deeper than that because you can read about in the DotCom Secrets book, and I've talked about a lot of other places. That's the core concept I wanted to put out there. Right? And so, the reason why these ads are changing, right? Ad costs are going up and everyone's freaking out. That's why this is so important because what will typically happen is most business owners... And I see this so much, even inside our funnel hacker community, unfortunately, is they create a product and have this product and it works really well and they start selling that product. Right now, because the game has been easy for the last four or five years, they spend $50 in ads. They make a $100. They're like, "Oh, this game works." Right? But now with all these different changes, and the algorithm shifting, and the fight between Apple and Google and Facebook and things, now these costs are going up. Well, now you're spending a $100 to make $100. And then, it's eventually going to be $200 to make a $100, right? And all of the amateurs are starting to fall away, okay? I remember my very first marketing seminar I ever went to, I heard Mike Lemon said... He said, "Amateurs focus on the front end." Said, "Amateurs focus on the front end." And I didn't know what that meant until I started getting into business and I started saying, "Oh my gosh, my first two or three tiers on my value ladder, all that money is going back into just paying for customers. It's not until tier three, four, five, I start actually making money." And the deeper you can go into your value ladder without making any money, the more successful you're going to be, right? Because whoever can spend the most money to acquire a customer wins, according to Dan Kennedy, who is my mentor, and I trust everything my mentors say to me, so it's very, very true. Okay. So I want to kind of start with that. Now, the next thing I want to talk is... Again, most of you guys at this point have some kind of value ladder, but the thing, and this is where I talked about the real secret behind the value ladder, the thing I really want to share with you guys today, and this is the nugget that hopefully you get and you're like, "Oh my gosh, I got value." And then we'll open up to take some Q and A's and stuff. So the big secret is each tier of the value ladder, the thing that you sell at that tier has got two goals. Number one is to provide value, right? It's to scratch the itch they have, right? So you give them this thing that's like, "Oh my gosh, I got value. That was amazing. I scratched my itch." But usually when you solve one problem for somebody, it opens up a new problem. Right? So, for example, when I give you a book on how to grow your company funnels, you like, "I read this book. I got value." And then, all the sudden, you're like, "Oh my gosh, I need a funnel." And then, hey, lo and behold, guess what I sell? I have this funnel software that I sell called ClickFunnels. You should use it, right? And so it opens up the next thing. Each tier on the value ladder should provide value, help somebody at that tier, and then, and then by giving them that value, it should open up the next step, right? Because after you have a funnel, what do you need? Well, for me, you buy my first book. It's like, "Here's how to build a funnel." And then second book like, "Hey, here's how to do the messaging for your funnel." Third book's how to get traffic to your funnel. It moves somebody up and down. So the first time I got this... Some of you guys know Chet Holmes. Chet Holmes passed away a few years ago. He wrote The Ultimate Sales Machine, which is still, to this day, one of my top 10 favorite business books. Chet actually became a friend of mine. I spent a lot of time with him in business and traveling, and just had a lot of respect for him. As I was working with him, he wanted us to help him with one part of their business. And so, because that, he opened up his books and showed me his entire business model, which was really, really cool. So he showed me this entire business model, and I want to walk you guys through how it works. Because when he showed this to me, this is one of the first time I got it. That each step of my value ladder is selling the next thing. So the way Chet's business model works is he runs radio ads, right? So he's running radio ads. In the radio ad, it would say, basically, "Call this number to get nine free reports," or something like that. So they'd run the radio ads. It would call the number. Someone would answer the phone, say, "Hey, what email address do you want to email your nine free reports to?" You give them an email address, cool. And said, "Hey, why have you on the line, Chet normally..." He used to do these seminars that were three hours long. He would fly around the country and people would pay, I can't remember, $800 to come to these three hour long seminars to help them to grow their company. And because you're at home, we're doing virtual seminars, and how would you like to come to these virtual seminars? And he said, the seminar for you guys, for virtual one, was $300, but the cool thing is you don't have to pay for it up front. You can come to the seminar, attend the entire thing, then after it's over, if you liked it, then you pay the $300. Right? And so that's how Chet's value ladder began. Okay? And so that's kind of where I got to dive in. So I started going on these seminars. I wanted to understand what he was doing. And I'd watch this three hour long web seminar that they would run, and they would teach people and coach them show them all this amazing stuff. It was awesome. The three-hour training was worth the $300 bucks. And so, when the three hour training was done, at the end of it, he said, "Hey, really quick, I want to find out from all you guys. The last three hours, was it worth it? If it was, tell me, and if so, we'll bill you the agreed upon $297, like we agreed upon. But if not, let me know and we won't bill your credit card. Totally cool. No harm, no foul." And he'd go person by person. These web classes would have like 10 people on a time. So he'd be like, "Joe, how was it for you? Was it good?" And then Joe would be like, "Yeah, it was awesome." Then he'd be like, "Cool. Sam, Julie, Mike..." And he'd go through everyone and get everybody to say yes, and they'd bill their credit cards. And he said, "Okay, now that the seminar is over. It's officially over. Got all the value. Really quick. The biggest question people ask us after they go through this experience is, I want more. What's the next step? What's the next tier?" And he said, "Do you care if I spend a couple minutes talking about our six week long mentoring program where we can take these principles and help you instill them inside your business?" And of course, everyone's like, "Oh, sure, definitely." And he walked and transitioned to the six week program and he explained it all. And then, from there, he would try to close every single person on the call on the six week program. Right? And so then that was the next step in the theater. And then you went through six week program. At the end of the six week program, they give them two bonus calls, right? And the two bonus calls are with the coach, trying to figure where they're at and where they're trying to get. And then, from there, the coach upsold them to the next program, to the higher ticket program. And so, each tier in the value ladder provided value, provided the thing they promised. And the end of it, there was a mechanism, there was a tool, there was a process in place that then took that person and ascended them to the next tier inside the value ladder. Okay? That was the key. And as I started watching, I was like, "Oh my gosh, this is amazing." And what Chet did in his business, it was really fascinating. This is kind of off topic, but just an idea to put in your guys' head. Every single person in Chet's organization, his entire company, everybody was paid a percentage of the sale. So what would happen is that the person buying the radio ads, he or she would get a percentage of the money that came from the webinar one, and then from the six week program, and all the way through the entire line, so they all were incentivized. The person in sales on the webinar got incentivized on everything that happened after that person touched them, and so on and so forth. The way he structured it... I remember him sitting there. He said, "Russell, this is the secret to business. Don't have tons of overhead. It'll drown you." He said, "You got to set up your structure so that everybody's paid based on a percentage of commission." He's like, "That way, when you have big months, everyone gets big checks and small months, everyone get small checks, but we all do it together. That way you're not stuck with the overhead and things." Unfortunately, I didn't use that in ClickFunnels. I wish I would have. If I get all 400 employees that work here to... I'm just joking, but it was really just a cool thing. So this was the secret to value ladder that Chet taught me, is that each tier in the value ladder, part of the product, part of the thing that they're buying, actually ascends them to the next tier. Okay? There's a good way and a bad way to do this, too. I've seen this in the past, when I've bought somebody's book, where I'm like, I see the book, the ad's awesome. I buy the book and I read it, and the entire book is a sales letter for their next thing. I hate that. That drives me crazy. But if you look at my process, I want to blow people's minds. So if you go through it and you read the DotCom Secrets book, you'll notice that the entire book, like whatever 297 pages, is just pure strategy, tactics, like nothing. And at the end of it, there's a little chapter on, "Hey, if you need a tool to help this, it's called ClickFunnels." And we push them to ClickFunnels, right? And then there's a sequence after they buy the book. There's a whole marketing sequence that gets somebody from there to the next tier in our value ladder. Right? Then if someone comes to 2 Comma Club Live event, right? It's a virtual event. It's three days long. They go through the process. And inside of that event, that is the mechanism where we sell our 2 Comma Club X Coaching program, right? And so they go to that and they join 2 Comma Club X, okay? And in the past, I had an inner circle and my Category Kings, which has been closed for about two years now, but I'm going to sprinkle some hints here. I'm actually reopening those here this year, which is exciting. And so what's cool about it is then people inside 2 Comma Club X, they can then naturally ascend up the next year. And then people inside of the inner circle then can naturally ascend up our Category Kings. And so there's a process in place, but everything is designed and structured around knowing that I've got to give them the value I promise them, but then, at the end of it, there's some mechanism that moves them to the next tier, that moves them up the value ladder. Okay? That's the power. That's the real secret behind the values. Not just having a value ladder of, oh, there's a product here, product here, product here. It's structuring your product so that the product does the selling to move somebody to the next tier. Okay? If you guys come to Funnel Hacking Live, you will notice something. Most of our speakers, not all of them, but most of them are people who are in my inner circle. They are in our 2 Comma Club X Coaching program, things like that. And so, as we introduce them, we're like, "Hey, here's 2 Comma Club X Coaching member, so-and-so." And so they see this and people see over and over and over again, that the people who are on stage are the people in the next program higher, and it gives people incentive to want to go and ascend up and move up the value ladder. Does that make sense? So these are just some of the things, but that's the real secret in value ladder is structuring your products in a way that, number one, gives so much value that they want to ascend up, and number two, there should be mechanisms built inside of each tier that actually physically move them to the next tier. Okay? You get Chet Holmes on his free web class at the beginning. At the end of it, pushed them into six week program. In the six week program, he had two bonuses coaching calls. Those coaching calls were then there to send them to the next tier and so on and so forth. And so, that's kind of the process of what a value ladder is. But, again, this is the piece I wanted you guys to get. The real secret is understanding that. Creating tons of value and building the mechanism to actually get somebody to ascend to the next tier.

Two time 2 Comma Club X award winner Jeff Lerner is our guest on this episode. He shares his story of growth from a decade of building multiple online businesses to over 8 figures. Jeff's interest in entrepreneurship began in his 20s when as a pianist he was often hired to play in the homes of successful CEOs and business owners. In 2008, at age 29, after multiple failed ventures, including a restaurant franchise that left him with a half million dollars in debt, he found his first success online and paid off the debt in 18 months. Jeff and Dave discuss different tactics to scale and grow your audiences with the key being to have a business that has values, a mission, and a definable brand that people can connect with. Be sure to follow Jeff at: YT/FB/IG/LI/TT: @jefflernerofficial millionairesecrets.com Join our Messenger Tribe! https://m.me/clickfunnels?ref=cfpodcast-join-CF-tribe

How to take the same framework, and turn it into an entire business. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody? Good morning. This is Russell Brunson. I want to welcome you back to The Marketing Secrets podcast. Right now, I'm working on the One Funnel Away Challenge and wanted to jump in and say, "Hey". Hey, so this morning, I'm working on day number two of the One Funnel Away Challenge. Some of you guys know for the last almost three years now, we've been running the One Funnel Away Challenge. We had over 70,000 people go through, which is crazy to me. That one challenge alone, it's $100 per ticket, it almost about to hit 2 Comma Club X, which is exciting. Anyway, I decided that I wanted to redo it and kind of update it. And I wanted to do it live. A lot of you guys know, I just did the five day lead challenge live and it was really fun. And now I want to transition to do the One Funnel Away live. So I started yesterday and did the first training and it was great, except for after I got done, we'd open it up for Q and A's. And there was like so many questions that, if I would have taught it a little differently, those questions wouldn't have been there. So I'm actually going in this morning early and I'm rerecording. I'm bringing my clothes I wore yesterday. I'm rerecording the last half of day one. And then we're going to kind of mush that together and fix that for everybody that way moving forward, because this is the only time it will be live. After that, it'll have to be replayed because I can't do the live challenge every day for the rest of my life. So we'll kind of clean up the video and that way they'll have it moving forward. And then I'm doing day number two and then every day basically I'm going live for the next, almost 30 days. I'm not doing live on the weekends, but four weeks. So 20 days in a room Monday through Friday and it's exciting. And it's kind of fun because every time I teach this stuff, it gets clearer in my head. And it's one of the reasons why I think it's so important for all of you guys and me to publish so much. Between podcasts and videos and audios and speaking and doing challenges. And the more you do it, the more your message gets refined and the better it gets. I've been doing this now almost 20 years. So God, that's weird to say. I've been doing this for a long, long, long time and I'm still cleaning my message up. Like today, I just had these little aha's. And anyway I just want to put that out there for you guys. You think you have said your stuff and taught your stuff a lot, you haven't yet. You're still just a very, very beginning of it. That's number one. Number two. One of my big aha's and little takeaways today that I had, not that it was new, but just a new way to kind of teach it that I thought was interesting. I want to share with you guys, I talk a lot about frameworks and how we all need to be developing our own frameworks. And we still have a ton of different frameworks. And frameworks are just basically a step-by-step process, which teach somebody. So let's say you've gotten results in the past. So let's say you figured out how to get six pack abs or how to climb a mountain or how to head throw someone in wrestling or you, you figured out a result. And so how do you do that result? Well, you stand there and you break down the step by step. Step, number one, you do this. Step two, you do this. Step three, and you have this framework for how to reverse engineer, the result that you just got. And so that framework is the thing that we're selling. And so when you have that framework, there's a lot of things you can do with it. And what I was kind of mapping out here in my notes is that you can take that framework and I think you could teach it to most people in three minutes. It's like, here's my framework for how I do a head throw or whatever. How to lose weight or how to do whatever. And that three minute version could be like a YouTube video or an ad. I'm going to teach my framework. And they show the framework and it's really cool. Like, "Oh, that's amazing. I understand the framework." But then there's the next tier of the framework. So let's say, it says three minutes. Let's say you're going to teach that same framework, nothing different, just teaching the same framework. And this time you're going to teach it in an hour. And so you are... You teach it in an hour. So you teach the framework in an hour. And now that framework though, you can sell or you can give away to the lead magnet or you could sell it. So in what we're doing for the One Funnel Away Challenge, this is going to be their $7 offer. And so they have this framework. They're selling for $7 and instead of teaching an hour long version of that framework. So if I'm teaching a head throw in an hour, that might be a little hard. But if I'm teaching... Let's say I'm teaching how to lose weight in an hour, how to get six pack abs, or how to run a Facebook ad or whatever. I teach that thing in an hour and that becomes this product now that I can sell for $7. I'm productizing my framework. I'm taking the framework, turning it into a product, now by bulking it up. And then now, I have the ability to sell that. But now, it's like, okay, what if I took that hour long version and the say there's six steps in that framework. In an hour, I spend 10 minutes in each step. So what if instead I take that and instead of spending 10 minutes on each step, what if I spent on hour in each step? So I take that and a breakdown this framework, instead of being done in one hour, it's done over six modules. Now, it's a six hour course where each bullet point, each step in that process, I spend a full hour on. And now I just turned this thing from $7 offer into a six week course or six module course. And taking the same thing. I'm just teaching it different. I'm bulking it up. I'm telling more stories, I'm showing more examples, I'm showing more case studies. And I'm just doing more each at each level of it. And so now it becomes a six week course. And I can sell it for that for $297 or more. And then the next tier on top of that is, okay, how do we do a 'done for you' version? So instead of me just teaching this, I'm just going to do it for you. So it becomes a service or coaching or things like that. And that can sell from anywhere from 500 bucks to 10,000, 25,000, a 100,000 dollars or more. And it's just taking the same framework I already have, but now I'm actually doing it. I'm showing them how to do it. And so that's kind of the next tier, the next step. And so, anyways, it's interesting. I think lot of times we think we need to create a million different products, have a million different things, but, no, you're just taking your same framework and you're expanding upon it. You've got three minute version, the hour long version, the six module version, the live event version, the workshop version, the coaching version, the one-on-one coaching version. There's a whole bunch of different ways to package it and to fulfill on it. And I think that the key that people have to understand is that people will spend more money for the same product packaged in a different way. When you understand that it changes all these things. And it's exciting. So anyway, I just, this morning I was doodling that out. I'm going to be sharing it on day number two of OFA. I thought that'd be fun to share that with you guys and just get the wheels in your head spinning. What are your frameworks? Have you been thinking about that? What are the things that you teach? That you know how to do. The results that you know how to get for people. Start thinking about those and start developing them and start figuring them out and then make different versions of it. There's the 30 day challenge version. There's the book version. There's, there's a million ways to package it, structure it in a way that's going to help your dream clients get results. So anyway, that's all I got for this morning. Let me go back to finish preparing this. If you haven't done the One Funnel Away Challenge, you probably should do it. It's amazing. It was a hundred bucks and you get me live 20 days in a row. Plus you, well live this first version. You'll get the recordings if you sign up later, but it's still going to be worth it. Every day I stream a live presentation and I teach the strategy and then I give you the homework. I give you a one pager showing the tactics with homework assignments and things like that. And it's a lot of fun. Anyway, I hope that helps. Appreciate you all. Thanks for listening. And we'll see you guys soon. Bye everybody.

Pedro Adao ‘The Challenge Guy’  is the guest on this episode.  Pedro is well known in the #FunnelHacker community and is a multiple 2 Comma Club X winner, Dream Car Award winner, Inner Circle Member  and he is one of ClickFunnels fastest growing affiliates.  Pedro and Dave review how when struggle impacts you and your business to trust in yourself and continue to grow through it.  When you serve your customers, and learn through it, you are more than likely to come out with positive outcomes. To learn more be sure to go to: crushitwithchallenges.com/dave or pedroadao.com

In this episode, I talked to Bella Marsh, a 19 year old entrepreneur with big dreams and aspirations. She heard others doubt themselves saying,"That could never be me," or "I'm not smart enough". This inspired her to start teaching people how to sell on amazon with minimal capital, and get involved in her mom's business, that took them to a ClickFunnels 2 Comma Club X award (10 million dollars). She talks about how she went from being an introverted 17 year old, to a successful entrepreneur.

They are two conflicting concepts, the science of achievement and the art of fulfillment. Can you have them both or does one sacrifice the other? On this episode Russell talks about the difference between the science of achievement and the art of fulfillment and how they are opposites of each other. Here are some of the fascinating things you will hear in today’s episode: Find out why the science of achievement is the easy part for Russell, but he struggles with the art of fulfillment. Find out what an event horizon is, and how it’s the opposite of routine. And see what project Russell is working on with his wife regarding these things. So listen here to find out how Russell plans on getting the achievement and the fulfillment parts of life. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets podcast. I want to share with you some deep thoughts about Russell Brunson today, I hope you enjoy it. With that said, let’s queue up the theme song, and I’ll be right back. Alright so, as you guys know, last week I was at Lake Powell with my family and we had an amazing, relaxing vacation, which is really good. The problem with the entrepreneurial brain, us EPT, entrepreneurial personality types, when we try to relax we can’t and it drives us crazy because we gotta be moving forward with momentum, right. And so while I was in the boat I started thinking about projects and things I want to do, things that are fun, and you know, I know that some of you guys know that I am working on eventually writing my next book, which is going to be the Bootstrap book, telling Clickfunnels story. But the problem is the Clickfunnels story is not done yet, so I don’t know where it’s going to go or how to tell the story. So it’s kind of like this thing that’s in the backburner that I’m going to do someday. It’s not a huge rush, but I’m excited for that. But I was like, I need something fun to be creating. I don’t know, as a creator, I need to create. I’m sure you guys are the same way. And I’m creating this, we have a new 2 Comma Club X coaching program, which I’m creating and was a lot of fun. But I was like, I want something that just, something I can enjoy that’s just fun and light hearted, there’s no deadlines, or things. Just to create to create. So I had an idea for a project. I’m not going to tell you the details, the name or anything, other than it’s going to be the one and only time I ever talk about personal development in any way. I’m a marketing guy, I’m gonna stick with it. But obviously I’ve had access to a lot of people that most people don’t have access to in this world and this lifetime, and I’ve  had a chance to learn from some amazing people. So I wanted to create this thing, and I don’t know what it’s going to be. I don’t know if it’s going to be a real book, if it’s like a book I’m going to be giving away for free as a lead magnet, I have no idea. But I won’t tell you the title. I’ll tell you the subtitle. The subtitle is “The Science of Achievement, The Art of Fulfillment.” If you’ve ever heard Tony Robbins talk, he talks about that a lot of times. There’s two things you gotta master, you gotta master the science of achievement, you know the science of how to achieve anything in life. And then you have to master the art of fulfillment. And it’s funny because he talks about it a lot of times, but I always struggle with that personally because he doesn’t go deep into the whole thing, you know. So I was sitting there at Lake Powell this week, thinking about this. I started thinking about the art and the science, and you know, the science of achievement is a lot of stuff I talk about anyway. You know, here’s the stuff I set up, here’s the things you need to do. You need to do these things in this order and you’ll have success. But the art of fulfillment is something I personally struggle with. I’m such an achiever, I want to achieve this, this, this. And you achieve the thing and you’re like, “What’s next? I want to achieve the next thing and the next thing.” And we keep moving towards, running towards this invisible goal that we don’t really know what it is. And I think a lot of times producers and entrepreneurs and people like me and probably you, we struggle a lot of times with the art of fulfillment. How do you feel fulfilled? And it’s interesting, the art of fulfillment stuff, because it’s like art. It’s not like the science. The science is like, “Here’s the things to do to get the thing.” And art’s like, this art, you get fulfillment. And I’ve always struggled. So as I was thinking about putting together this project, I started thinking about that, and I started just thinking about the science of achievement because that’s where my brain goes. I’m an achiever, how do I achieve? Boom, boom, here’s the thing. But then I started realizing that in the path of achievement, the art of fulfillment is almost the opposite, it’s like the yin and the yang. I started realizing, I was like, “Oh my gosh.” I started looking deeper at different topics, different concepts, and I was like, “Oh my gosh, this is true in so many things.’ I didn’t realize before. So for example, and this is the example I’ll share just to kind of help you guys see what I’m, the aha I had. Everyone talks about morning routines right? If you follow any of the fitness guys, the health and fitness, the biohackers, the entrepreneurs, they all talk about, “You’ve got to have a morning routine and structure and things like that. You’ve got to wake up and you’ve got to know, I’m going to do this, this, and all these things.” Right. A lot of times they talk about how morning routine starts at night. “Here’s the thing we do before we got to bed to increase your sleep patterns.” And that’s very scientific, right? It’s the science of achievement. If you want to have more success you’ve got to create habits. You create habits by creating a routine. You create a routine, you stick to the routine, you do that thing, it creates that outcome, and eventually you have success. And I’m a big believer in that, actually. I’m not making fun of that by any stretch. It is part of the science of achievement, is having that. By the way, if you’ve struggled with achieving things in the past, maybe it’s because you don’t have that. It’s scientific, you just do these things, the outcome it just happens. It’s just magic, it just works. So there’s the science between it. The problem though, is it doesn’t create fulfillment. So just stick with me for a second. I did a podcast episode about this, I don’t know, 6 months ago or something. I was in Puerto Rico with Brendon Burchard and a big mastermind group with a bunch of cool people. And one of the guys there was a guy named Craig Clemens and Craig was sitting there, and he started talking about how our brains work. He said, “You know, a lot of times as we get older we say the years are getting shorter, it seems like time is flying. The reality is its actually true. The reason why is because your brain looks for patterns of the same thing happening over and over and over again and it deletes them. Because it’s like, I don’t even remember this because we do it every single morning, we do this every single week. Every single thing.’ And so he said, “So literally your brain is deleting those things that keep happening. So your life seems shorter because it literally is shorter. Those memories, every morning from 9 to, you know 7 til 10 it’s the same things. I don’t even remember this. It’s the same thing, just delete it. So because of that you lose those 5 hours in your memory every day. So your life goes faster, the years go faster, days go faster, weeks go faster, and your life goes faster.” He said, “that problem is, if you want to extend time,” he called them event horizons, and if you go back and listen to that podcast episode, I talk a lot about them. But it’s interesting because he’s like, this mastermind group we’re in, the very first year we did it, we all met in Wyoming and we flew helicopters, and we shot guns, and we rode horses and it was crazy. He was like, “That was an event horizon. I will remember that experience for the rest of my life. The second year the mastermind came to Puerto Rico, it was amazing, we’re in this new spot, this new place and it was amazing. This is year three and we’re in Puerto Rico again. I’m having an amazing time, the problem is this experience is so similar to the last one, most of its going to get deleted from my memory and it’s just going to be gone. My brain will just delete it because it’s like, oh this is a routine, I’ve done this before. You lose that.” I think he was trying to get us to do something crazy that night because he’s like, “We need to create an event horizon right now.”  And he wanted us, I can’t remember what the thing was, but he wanted to some crazy thing to stick this in our brains so we don’t lose this moment and this experience because it was so similar to the thing before. With event horizon I started thinking, oh my gosh, if you think about those two things, this is the yin and the yang of fulfillment and happiness, that are the science of achievement and the art of fulfillment. It’s the yin and the yang, because if you want achievement, you want to achieve the thing you need to create structure and routine and have this thing where you just do the things that create the result at the end. So you do that and because of that, boom, you move towards getting the achievement. But the problem is your brain is deleting the section every single day, and all the sudden your days are shorter, your life is shorter, you’re not fulfilled, you’re not getting the art of fulfillment because of that. So the art of fulfillment is the opposite. It’s the literal opposite of this first thing, right. It is you coming and saying, “We are not going to do routine, we have to do these crazy things so it extends our life, extends our happiness, we feel fulfillment in the moment.” And it’s this yin and yang. So that’s kind of the thing I want to explore in this project, is that. The personal development side, because I think so many times in personal development we focus on one or the other, when we have to realize they’re actually all opposites. And I think, as I’m going through each principle that’s had a big effect on my life, I look for the opposite of it. And the opposite of it is, it’s funny, if this one thing is giving me happiness, it’s also the thing that didn’t give me achievement and visa versa, and it’s so strange and so fascinating when you look at that. So this is the work I want to start working on in my free time, just for fun, just exploring that and writing about it. So my wife and I are doing this, we’re going to be picking a topic for each thing. So this one is going to be the first yin/yang, personal development versus event horizons. Excuse me, the morning routine versus event horizon. So it’s like, we need to create these routines for ourselves and for our kids to be able to achieve a certain thing. So what do we want to achieve? Figure that out, then reverse engineer it to build a morning routine that helps us to achieve that. So there’s your science of achievement. But then, sprinkled inside of that we need to have these event horizons that cause the happiness, the art of happiness. That way we can have the achievement and the happiness, the fulfillment as well. And it’s figuring out the yin and the yang of these things. Anyway, that’s a project I’m excited to work on. But I just wanted to get that thought in your head because a lot of times the thing you’re doing to achieve, and you’re killing yourself, burning, hustling at whatever it is you’re trying to get achievement in, it’s actually taking away your art of fulfillment. So how you bring that fulfillment into all these things. So start looking for that, as you’re looking for, these are the things I’m doing to achieve, what’s the exact…notice this is moving me towards achievement but it’s probably pulling you away from fulfillment, away from happiness. And then how do I create the yin and yang inside of here so I can get both? Because if you go one way or the other way, you’re either going to be an achiever who’s miserable, or you’re going to be someone who’s happy but never accomplishing anything in your life. And I think there’s a happy medium between the two. Because I know for so much of my life I’ve chased achievement and I think part of me keeps chasing it, hoping I’ll find more happiness there. And it’s like, no, that’s not actually where happiness is. The achievement’s there, but the happiness is on the opposite. Anyway, I hope that helps, at least gets the wheels in your head spinning. I’m excited and hopefully someday this will turn into a project. And maybe it won’t be. Maybe this podcast episode is all that it actually is. But like I said, my plan is for my wife and I to pick a chapter, a topic and then study it, learn about both sides of it, figure things out, create our routine, create our event horizons, create something amazing, and then from that, that becomes chapter one. Then next we’ll pick our next topic and then do it, spend time on it, figure it out and keep going. So anyway, I’m excited, it’ll be a fun project. And hopefully this, anyway, a glimpse behind Russell’s mind, what he thinks about when he’s supposed to not be thinking about things. Anyway, I appreciate you guys. Thanks for paying attention, for hanging out. If you enjoyed this episode, please take a screenshot on your phone or wherever you are and share it on social and tag me on it. I’d love to see it. Plus also post your comments. I love hearing your comments about why you like this episode, what you thought, what things that sparked your mind. That helps me to know what to create and what to create more of, what to create less of. When I don’t hear anything back from anybody, I don’t ever talk about that again. When you guys get excited, then I go deeper. So let me know if you’re excited about this topic, tag me in it wherever you post it, and I appreciate you guys all for listening, thanks so much and I’ll talk to you soon. Bye everybody.

In this episode, I talked to Bella Marsh, a 19 year old entrepreneur with big dreams and aspirations. She heard others doubt themselves saying,"That could never be me," or "I'm not smart enough". This inspired her to start teaching people how to sell on amazon with minimal capital, and get involved in her mom's business, that took them to a ClickFunnels 2 Comma Club X award (10 million dollars). She talks about how she went from being an introverted 17 year old, to a successful entrepreneur.

Brendan Kelly, is in a 2 Comma Club X coaching program and he has a lot of great insight about creating your perfect avatar (dream customer) and building your business and your funnel around that. It is seriously impressive! Out of all the people that I have spoken to (even off-air and not on an interview) I have never heard this insight. Sure. Create your dream customer and then build a biz has come up but not in this indebt detail. WOW. This episode is mindblowing. You can find Brendan at: Podcast - What The Funnel Email: Brendan@bkellyprofits.com Services: Bkellyprofits.com Avatar masterclass: Funnelavatar.com ★★★★★★★★★★ ★★★Struggling with Focus and Discipline in your business? ★★★ Download this FREE guide today: www.unleashyourfocus.com ★★★Contact Me★★★ joy@marketingwizardsonline.com Join my FREE FaceBook: https://www.facebook.com/groups/marketingwizardsonline/ website: www.marketingwizardsonline.com ★★★To join the next OFA challenge with all my bonuses★★★ (Get your digital marketing degree in 30 days - everything you ever need to know) Click here: www.marketingwizardsonlineofa.club*** ★★★Want to be on my show?★★★ **Do you want to be interviewed? Book my time https://calendly.com/joy-nicholson10 ** ★★★Watch my videos on YouTube★★★ ***: https://www.youtube.com/channel/UCtXK9m_13QA2a04dbNuOR5w?view_as=subscriber ★★★Subscribe To My Podcast★★★ APPLE: https://apple.co/38Z1HWk SPOTIFY: https://spoti.fi/2RUxrq9 BREAKER: https://bit.ly/2vJUEm9 ★★★Best Free Marketing Books Ever★★★ *Dotcom Secrets BOOK (Free, only pay postage): https://bit.ly/2KV9ayn * *Expert Secrets BOOK (Free, only pay postage): https://bit.ly/2vqDoit * ****Best Sales Funnel Software: Get your free 2-week FREE Trial: https://bit.ly/304hv6t

On this very special, two part episode Russell asks his inner circle to weigh in on the biggest marketing secrets they have learned over the past decade. You will from the following people on part two: Daniel Den Joe McCall Ray Higdon Krista Mashore Sarah Petty Marley Jaxx Eric Beer Katie Richardson Thomas Shipley Nicholas Bayerle Mike Arce Joe Marfoglio Chris Baden   So listen here to get this amazing, valuable marketing advice from some of the top marketers out there right now. ---Transcript--- What’s up everybody? It’s Russell Brunson, welcome back to the Marketing Secrets podcast. I hope you guys enjoyed the first episode. Was that fun hearing some of the marketing secrets from some of my inner circle members? I hope you guys enjoyed it as much as I did, and I had so much fun listening to them. So today we’re going to do the same thing, I’ve got a whole bunch more that I want to share with you guys. So I’m going to queue up the theme song and when we come back we will jump right into the second half of the biggest marketing secret from the last decade from each of my inner circle members. Daniel Den: What’s up Funnel Hackers? This is Daniel Den with the X Factor Effect. My business partner Pedro Superti and I are inner circle members and we teach marketing and sales but we do it through a different angle than most. We teach that the secret to breaking through even faster in your industry is to first differentiate your business while also differentiating your marketing and sales. And the biggest marketing secret that I wanted to share with you that we have discovered over the last year is one that can easily add an extra few hundred thousand dollars or even an extra million dollars, or more in sales to your bottom line. Because we discovered a few years ago a different way to sale that actually requires a lot less selling, cool right. In fact, some people have said that it’s a way to sell without selling. How cool is that. We discovered this secret during the launch of one of our courses. That course is one that helps business owners who have struggled in markets due to their competitors competing on price and causing price wars. But instead of simply selling the course, we first created tons of content that sold our audience on a very specific belief. That belief was that the reason why your business is stuck competing on price is because of the fact that you haven’t differentiated yourself from the competition. And if you differentiate then you can avoid price wars. So that was the belief that we sold. Very simple, if you differentiate you can avoid price wars. And we beat that message into our avatars minds. If you differentiate then you can avoid price wars. And when we finally launched the sales video, tons of people watched little to none of the video and they just simply clicked the buy button because they believed the new belief that we had already shared with them. So tons of the sales of that course came as a consequence of the belief that our audience had adopted. Amazing right? And it truly felt that we sold a lot of that course without actually needing to sell the course. We had, what we had to do was simply have our audience adopt what we now call a core belief. And in this case the core belief being that if you differentiate then you can avoid price wars. Now, for all of our products the core belief is the first thing actually that we sit down to discuss for the marketing message. We say, “What’s the core belief? What’s the core belief for this product or service or coaching program or mastermind group that we’re putting together.” Whatever it is we say, “What is the core belief?” Because we know that if the core belief is strong enough, that many sales will come as a consequence. And we know that this core belief marketing strategy at least doubled our sales over the past few years. So how freaking cool is that? Now the interesting thing about this strategy is that there’s someone we know who does the same thing when selling Clickfunnels. Yes, that’s right, of course, Russell. Russell does the same thing. He frequently sells the belief to people that you are what? You are just one funnel away. You are just one funnel away from accomplishing your goals, from breaking sales records, etc. You are just one funnel away. What a powerful core belief. Because if you first believe that you are one funnel away, then you naturally want to buy all of Russell’s stuff as a consequence of that newly formed belief. So how powerful is that? Well, for us it’s been the most powerful marketing strategy we have discovered over the past years, and it has been responsible in millions of dollars in additional sales for our company. So my advice to you is to discover what the core belief for the next product or service that you are trying to sell is, and that will also help you to explode your sales. Joe McCall: Hey this is Joe McCall from the Real Estate Investing Mastery Podcast, and my greatest marketing secret that I have learned in the last ten years has got to be the importance of niching down to one thing. You know as a creative kind of guy, I’m always coming up with crazy ideas. So I’ve run into this trap before of having multiple different products, teaching different things, all involved with real estate investing, but different segments of real estate investing. So when I started hearing people talk about the importance of the one thing, you know when The One Thing book came out, I heard other people start talking about having just one customer, one product, one source of traffic, one conversion metric or tool, one customer for one year, this one thing stuff started really making me nervous and really actually, honestly, scared me. But it wasn’t until I heard Russell Brunson talk about the importance of having that one core offer, but then you can use your creative energies to create different front end funnels. So you can have one main core offer and then use different front end funnels to get people into that front end, or into that one main offer. So that actually helped, it sounds kind of weird. It sounds really, really simple. But for me it was revolutionary. So I took all of my different products and I kind of got rid of some, condensed some, simplified others, and brought it all down into one niche product that was kind of my own blue ocean in the real estate investing space, and the topic is lease options, investing in real estate with lease options. And I just really hammered down on that. I really started focusing for, I just thought okay, I’ll try it out for 6 months. Then it turned into probably about 3 or 4 years now, well about 3 years, where I’ve just focused on that one thing. And literally my income is probably about tripled since I started doing that. And I’m seeing year over year increases and it’s just really cool. But the nice thing is right, I can still have that one core product, but I can, I’m not stuck with just one method to get people in there all the time. I can have different funnels, different lead magnets to get people in. And that’s pretty cool right. I can still get juiced about doing different, kind of being a rainmaker you know. Creating different front end offers, getting people in through different media. I mastered podcasts, then from there I went into video and from there I went into doing paid ads. And so once you master something, one traffic source, you can go into another traffic source and master that as well. So that’s it, pretty simple and I hope that helps you guys. Take care. Ray Higdon: Hi, my name is Ray Higdon and I have been a big follower of Russell Brunson for, man, so many years. I remember the first video I watched of him and his, he was talking about the micro-continuity. This was probably 10 or 12 years ago and it made a powerful impact on me and I’ve been a big fan of Russell’s ever since. I’ve also been a multi-year member of his inner circle and we use Clickfunnels throughout our entire business and I would say the biggest marketing lesson that I’ve had over the last 10 years, and just looking back 10 years ago I’m dead broke, in personal foreclosure, over a million dollars in debt, I had lost it all in the real estate market. And today we have a company that’s been recognized on the INC 5000, we have, this past year, grew our revenue by 33%, which is pretty cool. And at Funnel Hacking Live, we’ll actually be receiving our 2 Comma Club X award, which is for generating 10 million dollars through a single funnel. So the biggest lesson is to focus and really hone in on one main thing. And I remember I had a conversation with Russell at one of his masterminds a few years ago. He talked about how he had been stuck at single digit millions and where he would create a great product, sell the heck out of it, and then back to the drawing board to create another one. And that’s exactly what we had been doing. We had been doing very successful product launches and so we had, we launched it and that made $700,000, our best launch made over $900,000 in less than 2 weeks. And then when it was over, it was back to the drawing board of, “Okay, what are we going to launch next.” So Russell taught me how to really hone in on one main thing that could really make a difference and generate revenue and be something that we marketed ongoing. So that and his book Expert Secrets, lead us to creating our group called Rankmakers. And Rankmakers is the number one community for network marketers and we charge $20 a month, we have over $15,000 people in there and we just launched it 2 years ago. And that is, that funnel for Rankmakers has now generated over $10 million dollars. So instead of constantly going back to the drawing board and creating yet another thing, we’ve been able to hone in and focus on our launches, focus on our average cart value, and focus on providing massive value to our members, and that has lead us to, I mean, every single month we have multiple six figures of income rolling in, every single month, from these membership dues, and most importantly people love it. So we’ve helped a lot of people. We would definitely never have impacted this many people or generated this kind of money without that single concept of come up with one thing that you really want to focus in on and hone in on, versus constantly creating new trainings. So I really appreciate all that I’ve learned from Clickfunnels, from Russell himself and his entire team. I’m so glad and grateful that I met Russell. Krista Mashore: Hey everyone, my name is Krista Mashore from Krista Mashore coaching and my number one marketing secrets is what you do prior to getting your lead magnets out there. Now what do I mean by that? Here’s what most marketers do, they put out a lead magnet, and they want people to give them their name and email, their address, whatever it might be, and it’s getting harder and harder to actually get people’s information. Why? Because we forgot one huge crucial step, and that is giving them a reason to want to give you their information. And what I have found that by properly distributing video on consistent continuous basis to my client avatars, to my clients I want to interact with me, they are much more likely to give me their information. This has been insane in both of my business in real estate and in coaching and here’s why. You’ve got to think about how much competition is out there right now, right. Everybody is asking for people’s information. You get it everywhere, there’s ads popping up all the time. But what if before ever asking for someone’s information you actually just gave them value. You got them to know you, to like you, to trust you, you broke their barriers down, you’ve positioned yourself as the expert, as the authority figure, and you gave them a reason to actually want to give you their information. This has been a crucial, crucial strategy that we have used in both of my businesses over the past few years, and it just works magnificently. So before you put a lead magnet out there, make sure people know who you are. Make sure you are giving them constant value, you’re constantly helping them, you’re serving them, you’re giving them tips and tricks, you’re making their life better. You’re showing them that they should actually listen to you and that you’re the person that knows what you’re talking about. The only way they know that is if you constantly and consistently are putting out content through video. And you will be shocked that this absolutely changes and transforms your business. Listen, it’s getting harder and harder to track people’s attention. Isn’t it getting harder and harder to get eyes on us? But when you are constantly putting out information, putting out content, letting them get to know you, see you as a person, developing a relationship with them, you’re building a relationship with people, they’re more willing to give you what you want back from them. Think about this, when you get married, do you just meet somebody and say, “Hey, let’s get married,”?  No, it’s a process. You maybe pick up the phone, you text, you do a video chat, then you have breakfast, then maybe lunch, then you have dinner, then you hold hands, then you hug, then you kiss, then you get engaged, and then you get married. It’s the exact same thing I’m talking about when developing a relationship with your clients, with your audience. Utilize video first, before you ever ask them to give you anything, first give them as much value as possible, and do it through video. Because when you do it through video, you’re developing a relationship with them, you’re breaking down their barriers, and you’re giving them a reason to want to actually give you their information. Now here’s the thing, this seems like it’s so, “Oh duh, that makes sense.” And it seems so easy, and we’ve been told over and over how important this is, but are you actually doing it, and are you doing it consistently? Thanks so much, this is my number one marketing secret, and make a super great day. Sarah Petty: Hey Russell, it’s Sarah Petty with JoyofMaketing.com and our biggest lesson that we’ve learned in the last 10 years is that no matter how bad our sales are, or how down we are, all it takes is literally one idea, and we can turn anything around in a matter of days. We had a huge {inaudible} summit on October 10th of 2010. The date was 10/10/10 and the event was called 10/10/10 and our twins were turning 10, so I had a huge party. Note to self: Don’t ever do that. But we had so many photographers, we teach photographers how to make money, going  to the website of this telesummit, or this joy summit as we called it, it was those early days with the web so it just kept crashing. And no one could get in, and no one could therefore buy anything. And we were getting lambasted on social media, it was terrible. We put so much work into it, and yet nobody could access it. So we realized, ‘Oh my gosh, we’re not going to make money. We’re not going to be able to pay bills.” So we did some damage control, we moved everything to a different server, we had the event on 10/17/10 and we killed it. If we would have had Clickfunnels and the ability to have more OTO’s we would have really killed it. But we knew, there was always a way to fix things. A couple of months later we were down again. We had a goal of $50 grand just to pay bills for the month and we were panicked, and we just watched what someone else did, we put our idea together and had it up and running and we opened the gate for everybody to buy. And again there were so many people in there that it shut it down. And we thought, “oh my gosh, here we go again.” We’re having PTSD from the 10/10/10 event. And it came back up 15 minutes later, and there was $235,000 in our account. We were laughing and crying because we had a limit of like 35 people. So that was a good problem to have. So our lesson is that with online marketing with tenacity and one idea there’s always a solution. So we never get down. We don’t entertain the outcome that we don’t desire. We just say, “Okay, this is what happened. What do we do next?” and everyone can do that too. Don’t give up, friends. Marley Jaxx: Hey, this is Marley Jaxx and above all the marketing secrets I’ve learned over the past decade, I’d have to say that learning about the value ladder has been the most impactful. I could have never predicted how implementing a value ladder would completely reshape my business, qualify my buyers, and explode my lifetime customer value. And because of the value ladder I don’t need to do any extra work convincing my audience that my services are worth their investment. They enter in the bottom of the value ladder and at that point they’re separated into two groups, the group that prepared with their credit cards in hand, and the group that isn’t yet ready to buy. And I loved how last year at FHL Russell held up a copy of Expert Secrets and was like, “How many of you have read this book?” and of course every hand went, and then Russell was like, “Then why are you all here?” demonstrating that people pay more for the same thing packaged in different ways, because it’s different levels of value. All of those people raising their hands are a testament to the fact that the value ladder works. The sea of people is made up of individuals who will pay for flights, hotel rooms, babysitters, and tickets so that they can increase their intimacy and have access to Russell’s expertise. That is the value ladder at work. And then it also makes me think of all the people who pay to go to school for years to learn how to run a business, and for what? Come to FHL instead, get your value ladder going. Eric Beer: Hey, I’m Eric Beer from PerformanceMarketerPodcast.com. Now, one of the biggest marketing secrets I discovered over the last 10 years is how to convert cold leads into customers by using surveys. Surveys provide information about the customer that allows me to segment and target relevant messages. And by doing so, you get a much higher response rate, and a much higher return. So here’s what I learned, one of the biggest mistakes marketers make, is that they think they need to customize their core product offering to different target markets, when all you really need to do is customize the message and position your core product differently, based on the objections each target market has without ever changing your core offer. So here’s how you would do it. You start off by surveying your audience, asking the right questions that allow your audience to self declare their skill set and tell you what their objections, fears, and insecurities are about your vehicle. Based on the result of the survey, you split your market into smaller groups of people with similar needs and identifiable characteristics. Based on the results of the survey, you then target each group with the custom tailored marketing messages, positioning your offer differently for each market segment. This makes the person feel as if you customized just for them, and you speak to them in a way that they can relate. So when I do this, my effective CPM skyrockets, I market to less people, my costs are lowered, and I make a much higher return. Now, a good example of this is with Nike. If you go to Nike’s website you’ll see that they segment with men, women, and kids. However Nike niches down from those markets when they make the Jordan React Havoc where in one case they have running shoes that have 6 different options, different colors. But on the other hand they also make Jordan React Havoc sneakers for colleges such as Florida and Oklahoma. The look of the sneakers is customized by each school, but it’s the same exact core product positioned differently for target segments. Now, it’s funny because also Nike just started making special sneakers for nurses and doctors. And again, same core product positioned for a niche market. Now I hope this helped you and served you in some way, good luck with everything. Go generate some leads and convert them into customers. Good luck guys, take care. Katie Richardson: Hey hey, everybody. This is Katie Richardson on KatieRichardson.com coach to high performing entrepreneurs and my number one marketing tip is this. The purpose of our interactions with our customer and client is not to sell the product. We are only trying to get them to take the next step. So what do I mean? That means your email subject headline is not trying to sell the product or give them the answer so to speak. The purpose of the email subject headline is just to get them to click and open the email. And then the purpose of the email isn’t necessarily to sell the product as well, it’s to get them to click and go to our landing page. Our Facebook ads, we’re not trying to tell them everything about our product and sell the product in a Facebook ad, because guess what? That’s impossible. We’re just trying to get them to click and go to our landing page. So figuratively speaking, when we try and sell our product in the email subject headline or in the email, or on the Facebook ad, what we’re essentially doing is we’re standing on the other side of a very crowded room, trying to shout across the noise to our ideal customer or client and trying to get them to understand what we’re saying. They can’t, there’s so much noise around them. What we need to do is we need to walk over and meet them where they are at, this is really important to understand where they are at in their life, in their business, and first help them see that we understand where they’re at, take their hand and move them to the next step, and then once they take that step then move them to the next step, and once they take that step, then move them to the next step. They need to walk with us, get to know us, get to like, know, and trust us before they can even attempt to answer the question, “Do I want to buy this product? Do I want to move forward with this coach or this mentor? Do I want this, is this product going to solve the problem in my life?” They haven’t had enough interactions. So the number one marketing tip I have is to meet your customer where they’re at and just get them to take the next step. Thomas Shipley: Hi there, I’m Tom Shipley from Keranique.com and Atlantic Coast Brands. The biggest marketing secret that I’ve learned over the past decade is marketing offers and channels are like milk and not wine. They don’t get better over time. You know, it’s funny, we’re taught in business number one, focus is the secret of success. We’re also taught that diversifying is the secret of longevity, so how do they go together?  Let me tell a quick story. We launched our Keranique women’s hair regrowth offer and emailed Google Affiliate marketing and DR Radio. We had a winner, it won in every channel. And when they hit we decided to expand quickly with focus channel by channel into first Facebook display, TV, short form TV and long form TV, and then direct mail. And along the way, one day Google just for no reason shut down our account. So we couldn’t do search. They kept us shut down for 8 months, and one day they turned it back on. But luckily we had diversity so we were able to keep on going. But over time this is what happened, channel by channel the cost of the, our cost per order kept on rising and to a certain point that our spend started declining channel by channel until pretty soon a number of our channels were just shut down all the way. We refreshed the creative, we gave new bonuses, but when at a certain point, an offer becomes not profitable. So what do we do? When an offer dies out and you can’t refresh it, you know then it’s time to launch the next offer, which is another lesson. We launched our Keranique hair vitamin offer, Karaviatin, and first in Facebook and email and now we’re expanding like crazy across a number of channels because we’re making on this offer, we’re generating over a million dollars a month in sales. So here’s what the lessons that I learned that are key is overtime marketing channels become less and less effective, and become not profitable. Overtime offers become less and less effective and become not profitable. So it’s very critical to when you have a winner, to expand channel by channel and not just sit and enjoy the one channel you’re on and go all in on the offer. But at the same time, then start investing in your next offer, so when this one winds down, you have your next offer ready to go. There you go that’s my greatest lesson from 2010 and it’s served us well over the last decade.  Thanks for listening. Nicholas Bayerle: This is Nicholas Bayerle with the BillionDollarBody.com and my biggest marketing secret over the last decade is the pain and dream bank. For a long time I wasn’t using people’s pains and dreams to be able to motivate them to take action quicker. There’s so many times that we go into things like marketing business, sales, and people don’t want to take action right away and they don’t see the value to and they’re not ready to go after it. And the pain and dream bank for me allowed me to figure out the worst pain in the world is this, chronic pain. The reason the worst pain in the world is chronic pain, not all these other different options that you can think of in your head, is chronic pain is just enough pain for it to hurt, but not enough pain to be able to actually take action. And to the example of this in the world would be like back pain. Everyone out there has back pain, people will have it for 40 years. It’s just enough pain for them to complain about, talk about all the time, but it’s not enough pain for them to actually go get it fixed, especially if there’s a major investment. So one of the biggest things you could do in your marketing strategy that I’ve done is before just hitting on the dream of, “Do you want to be here in your business?” or “Do you want to be here in your health or your relationships?” and just selling that dream. First you want to get people into out of chronic pain, and into that serious pain, by poking at those pain points inside of your marketing so that you can raise that pain from before, chronic pain,  to a 10, which would be you know, like a bullet wound or a broken arm. People will go to the hospital and they won’t even ask what the amount is for the bill, they’re not going to shop around, because now you’ve hit on the pain point which has increased the urgency. Once you have that, now they want to move towards something, now you have that solution, which is then selling them on the dream. I always am pressing on the pain points inside of the marketing, and then getting them to be a fast mover so they then can jump into the dream side, which is where they want to be. And my strategy there is allowing them to tell you and then using that message against them. So allow those people out there that are your clients, your past customers to tell you what they’re desired result is over and over again, refine that down to your best people and use that as your marketing strategy back to duplicate those best clients. Russell: Hey, this is Russell again, so the next marketing secret came from one of my inner circle members, his name is Mike Arce. Mike runs a huge agency helping gym owners and his ideas are always amazing. So with that said, let me queue up Mike’s Vox back to me. Mike Arce: Over the last, I would say actually 4 years, I’ve definitely learned a couple of things that helped us a lot. Because the first 6 years of our business, we just celebrated our 10 year anniversary, the first 6 years we were very stuck at about the 40k in monthly recurring revenue, which kind of sucked. And then in year 7 really found the importance of focusing and then also going omnipresent with that focus. So we niched down. We used to be able to help all different businesses with their marketing and then we just decided you know what, let’s focus on an industry that I actually really do care about, for me it was fitness. So we focused on fitness studios, and then we said, let’s go omnipresent with it, meaning I want to be everywhere all the time. So believe it or not, without running one paid ad in 3 years and probably 10 months, because we just started running paid ads for the first time about a month and a half ago, we went from 40k in monthly recurring revenue to 1.4 million in monthly recurring revenue, and it’s growing really quick. So to give you context, in July of this year we were only at $700k monthly recurring revenue, we’re already at, we doubled that since July, and every month we’re adding another 50 to 70k monthly recurring revenue. So as far as omnipresent goes, stuff we’ve done is obviously we’ve created a podcast, in fact we’ve created two. But one is specific to that particular industry. We’ve created the best conference right now for the industry, in fact it’s coming up again in a few months, but to me it’s the best conference in the industry, hands down. It’s a show. We also have created over 3000 videos that are spread throughout Facebook and YouTube and Instagram, but mainly Facebook and YouTube. We’ve also created booklets. So these quick little booklets that take an hour to read, but they’re on marketing, another one’s on sales, another one’s on pre-sales, all that stuff. We’ve obviously created blogs, we’ve gone to other conferences, spoke there, been on other podcasts, spoke there. Dude, a lot. Honestly, everything and anything I can think of. We’ve created shows, every and anything I could think of that would give us another outlet where we can basically put ourselves as the authority in that particular niche, we’ve done. And it’s worked extremely well for us. Anyway,  I know you wanted me to keep it under 3 minutes, so you’ve done great man. Hopefully it’s something that you want to share, if not, no big deal man. Doing great with the podcast and everything. So happy new year to you, happy decade to you, talk soon. Russell: Alright next is Joe Marfoglio. Joe is the guy on my team who runs all of our YouTube stuff. He is an amazing marketer and been an amazing inner circle member and I’m excited for you guys to hear his takeaways of the biggest marketing secret he’s had over the last decade. Joe Marfoglio: So I think the thing that’s helped me the most over the last 10 years to be successful, or what has helped me to have the most success is finding the right partners, or finding the people that can compliment my strengths. I think sometimes as entrepreneurs we want to be like this one man game. Like, okay I’m putting this product together. I have to come up with the product, I have to come up with the content, I have to come up with the landing page, with the webinar, with the ads. So you have a lot of balls that you’re juggling and it’s really easy for one of those balls to fall, and everything to get thrown off track. Or if you’re trying to juggle all these different pieces, it’s very hard to scale and to grow, and to really get to the next level. So for example, in one of my info products I have, we’re actually getting the $10 million dollar award here at the next Funnel Hacking Live. And I didn’t do that all by myself, there’s 3 other partners. And everyone of those partners has a special role that they do, and that’s what they focus on. One person all he does is reach out to JVs, get JVs and then he does the webinars, and the email follow-ups and that’s it. So that allows me to focus on my part, and other people to focus on their part, without having to also worry about that. And if he’s only going out and getting JVs then we have a pretty full pipeline of people who are going to promote our product. And you know, for me, my end I take care of the fulfillment, making sure it gets fulfilled and the pieces are all put together. And so I ran the gamut, like I’ve done it all myself and I’ve made a lot of money doing it myself, but it’s way, it gets hard to sustain. So to scale and grow you just find people that can fit the pieces and do the thing that you either don’t want to do or are not very good at, or shy away from. Because also, the other thing is if it’s something that you’re not very good at, you don’t want to do, odds are you’re not going to end up doing it, or a lot of times you’re not going to do a great job at it. And it’s not only the info business that that works for me. I also do that in my agency where, you know, if I can’t fulfill everything myself, so I find people who are the best at what they do. Because if I have a client and he’s paying me money, I want to make sure that I’m giving him the full service, and he’s getting his money’s worth. But I can’t do everything. I can’t do, we do SEO, we YouTube, I can’t do every piece of it. So I try to find people who are really, really good at it. Or I’ll either partner with them, if they’re filling a big part of what I need, or I will hire them, either temporarily or long term. So I guess the biggest thing for me is that being humble in knowing that you’re not superman and you’re not going to do it all. And you can’t just grunt your way through everything, and just kind of grit your teeth and work 18 hours a day and do everything. It’s so much easier and satisfying if you could find partners who love to do the stuff that you don’t want to do, and work together and just move in the same direction. So I think if I could say in the last 10 years, coming to the realization of that and applying that, has helped me more than probably anything else. Russell: Hey everyone, this is Russell again and we got one last one that snuck in a little bit past the deadline, but we thought we’d sneak it in. This is from inner circle member Chris Baden. I hope you guys enjoy this as the last marketing secret from my inner circle. Chris Baden: The best marketing tip hands down is the Clickfunnels community. And I’m being serious here, here’s what I mean. Yes, it’s the software and the podcast and the books and the resources, yes. But it’s also the live events, it’s also the 2 comma club coaching program, it’s the whole thing, the whole community. Think about it. If you want all the best marketing tips and strategies, go where all the best marketers in marketing is happening. See, for me, my heart was pounding almost out of my chest because I was about to make one of the biggest decisions of my life so far, and of course I make that with my beautiful wife, and she’s sitting in a rocking chair across the room rocking back and forth with our first born at the time, who was only 2 weeks old. And I look at her and I’m like, “Are we crazy or is this a good idea?’ and our decision that we were contemplating was going all in on this online marketing thing. We had no prior knowledge or experience, and it was a really nerve wracking thing because if it didn’t work, there was a lot at risk for us. So we jumped in, all in, and in less than a month of doing that, making that decision that day in that moment, we find this thing called Clickfunnels. And here’s the thing, yes, 11 months later it led to the biggest month we’ve ever had in life, and we’ve had ongoing success, but getting involved in the community I was able to form a life changing partnership with Sean and Melissa Malone. We did a launch where we did almost a quarter of a million in a month. And then we keep going and we get involved in 2 comma club coaching program, masterminds, and just 10 months of being focused of that, we did over a million dollars in sales. Look, if I, if life has taught me so far in this experience it’s if you want to go fast, go alone, but if you want to go far, go together. So if I had to go back and tell myself just one thing, one marketing tip, what would I say? Don’t do it alone. You’ve got to get plugged into the Clickfunnels community.

Don’t drink your own kool-aid. On this episode Russell answers a community question live for the Marketing Secrets show. He will talk about how he remains humble as he runs a business worth nearly a billion dollars. Here are the five things he remembers in order to remain humble: You are called to serve. Realize it’s not you. It can be taken away. None of it really matters. And do not pay attention to the fans. So listen here to find out what each of these things means to Russell, and how they help him stay humble. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets show, I’m so excited to have you guys here. This episode is going to be a fun one. Recently we started a new Marketing Secrets live show, and this is a segment from the show that we are actually going to be posting here on the podcast. It’s called, it’s titled how to remain humble, or AKA don’t drink your own kool aid. I’m going to go through 5 things that you can do to make sure your head doesn’t get too big, as you are growing your company. So it’s been kind of fun, and with that said, I’m going to queue up the theme song, and when we come back, we will jump right into that segment from the show. What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets live show. This is the first time we’ve done this live, live, live. And I’m so excited, we’ve got a bunch of cool things we’re going to be talking about, a lot of fun segments we’re going to be going through with you guys today. But to kind of kick this whole party off, I wanted to go to a question that I’ve gotten from you guys as a community. We asked last week in the Facebook group, we said, “Hey, if you guys have questions for Russell, please post them down below.” We got a whole bunch of amazing questions back. And I wanted to pick one to answer because I thought it’d be a fun one. I thought it’d be timely and good everybody here. So the question from the community that came that I wanted to answer says, “Now that you run a company worth nearly a billion dollars…” whenever you say billion you have to do this thing with your pinky from Austin Powers, I was a 90’s kid. “So now that your company is worth nearly a billion dollars, do you have to make a concerted effort every day to remain humble, or do the new challenges you face keep you humble?” So I think that question was really, really cool, so I wanted to address that one because I’ve been in this industry now for, man, over 15 years. And in that window of time I have seen a lot of people who have come and made a whole bunch of money and then people who have crashed. I’ve seen people who have gotten really big egos, people, you know, all sorts of stuff. And I’m not going to lie, I’ve gone through a cycle as well, myself. I think there’s times when you drink your own kool aid and you think you’re amazing, and I wanted to address that, because it’s something that I’m actively always trying to work on, and I think everyone should as well. So I kind of reframed this question to something like, how I would kind of rephrase it to somebody. So the question was, “How do you remain humble.” And then I wrote for my sub headline, I wrote, “AKA Don’t Drink Your Own Kool Aid”. And I think one of the biggest problems, and I remember this vividly, like 15 years ago when I got started, I spent the first 2 years in my basement, grinding this thing out, and it was lonely and everyone thought I was crazy and people made fun of me, and all those things. And as soon as I started having success, I think part of you gets this, especially as an entrepreneur, especially as an athlete for me, you get this like, when you start having success you want to kind of prove to them that they’re wrong. So I think my  head started getting bigger. I thought I was, I don’t know, I was drinking my own kool aid, I was reading my own bio. And luckily for me, a couple of years later multiple times now, my companies crashed and burned. And as painful as that process, it helped me to understand some things. So I wrote down basically 5 things to help you remain humble, that I would say are the 5 things that go through my head all the time as I’m trying to make sure that I’m very careful on this path. I feel like, you know for any of us, if we’re not careful, if our heads get too big, if we stop being humble, all these things that we’re trying to do can be taken away from us. And I very much believe that to be true, just because of my cycle of every time my head gets too big, I seem to get humbled. So these are the 5 points I have. So number one, I want to everyone to understand that when you take on something like this, that you are called to serve an audience, it’s not about you making money. That’s how we keep score, “How much money did my business make? Did I hit 2 Comma Club, am I in 2 Comma Club X?”  We’re always looking at those benchmarks to have something that we can track our results on, but that’s not why we’re in this game. We are called to serve somebody. Any of you entrepreneurs who are here today, you’ve had that calling where you’re like, “Oh my gosh, I am here to serve this type of person, or this person.” Or “This was me five years ago. I learned how to solve this problem. I’m here, I’m called to serve that audience.” So first thing is understanding that you’re not here as “Look how great I am.” It’s literally for me, I believe that entrepreneurship is a calling. And this calling that you’ve been called to serve this group of people, and when you think about it that way, it’s different. It’s not about you, it shifts the focus from how great I am to how can I help these people, and how can I put them up on a pedestal? If you look at, especially over the last 3 or 4 years, the market that we do, it’s gets less and less about look how great Russell is, because first off, that’s annoying, and second off, nobody cares. Instead I want to take the people who are having success in our community and I put them up on a pedestal. I’ve been called to serve them, I’ve not been called to serve myself. So that’s the first thing to understand, that you have been called to serve. Number two, you have to realize that it is not you. I think sometimes we get this grand idea and we’re like, “I’m a genius.” And it’s like, that may be, I don’t know, I don’t personally believe that. I don’t think we just, I don’t think that the idea is us. The idea comes to us. We’re blessed with these ideas, we’re blessed with inspiration, we’re blessed with seeing the vision of where we need to go, and those things, they’re not us, they are given to us. So you have to realize that. That it’s not you. It’s not you making this greatness, it’s you because you’re following a path and you’re doing the right things, that you are given these insights, these ideas, these things. So it’s not you, so the more you think that, “Oh this is me.” The less those ideas and those inspirations will come to you. So it’s a very fine line. When your head starts getting big, those things will become less and then things start shrinking for you. And the more you realize that it’s not you, that you’re just there receiving these ideas, receiving inspiration, then it gives you the ability to be able to continue to get those things. So that’s number two. So number one,  you’re called to serve. Number two, realize that it is not you. Number three, all this stuff that you are creating can be taken away at any second. I can literally wake up tonight and get a text from somebody and be like, “Hey Russell, Clickfunnels is gone.” And you may think, “No way, Russell. You’re too big.” No, I’ve seen that happen all the time with different companies. It could be a government agency comes and shuts you down, it could be your servers crashing, it could be a million things that could happen. Some of you guys remember a Clickfunnels story, we were probably a year, year and a half into Clickfunnels and I was flying to London to go speak at this event, and when I landed the plane I got off, and initially I didn’t have internet because I had to get an international chip in my phone. I plugged one in, and as soon as I did my phone is blowing up, and Clickfunnels servers were down. We were down for like 7 or 8 hours. We were on the brink of losing Clickfunnels, the whole entire thing, 4 years ago. When we first started this whole journey we almost lost the entire thing, and we would have lost the company, because of a database issue that happened. Now since then, we’ve gone insane and hired insane amounts of people and infrastructure stuff to make sure that stuff doesn’t happen again, but it could happen for any of us. For any of our businesses, we could lose it. So it’s understanding that this could be taken away at any given time. And it could be a million different things. I’ve had close friends in the last couple of months that have passed away from health issues, that was taken away from. There’s government interactions, there’s servers, there’s a million different things. So if you think it’s all you, a lot of times that when we get humbled. I’ve had multiple times when my company has crashed and I realized, you know prior to that I think, “Oh, I’m a genius. Look how great it is.” Then when it’s taken away it’s like, “Wow, it really wasn’t me.” There’s so many other things that we need to be grateful for that are happening, that keep us moving. So that’s number three, it can be taken away. Number four is that none of this stuff really matters. When all is said and done, it doesn’t matter. As much fun as entrepreneurship is, as business is, all these kind of things, it doesn’t really matter. Last night I was with my kids, they had a wrestling match and I remember going there and watching it and both of my kids did awesome, they both won their matches. Dallin had, he was wrestling the kid who was the district champ last year, Dallin went out there and won. We were going crazy and we were screaming and I was like, I was sitting there and I’m like, “This is what matters, me spending time with my kids and my family.” That’s what matters, it’s not this, you know I’ve on Instagram I think 2 or 3 times over the last month, I’ve made posts where I’m just like, “Business is what you do while you’re waiting for your kids to get out of school. Business is what you do while you’re waiting for your wife to come home.” This is kind of the thing to keep us occupied and have some fun and hopefully serve some people, but when it all comes down to it the thing that really matters is our families. So I think when you realize that, that none of this stuff really matters that much, it gives you a different perspective. And number five, and this is one that’s really, really hard, don’t pay attention to the fans. I think sometimes when you start growing, people start talking about how great you are, and you have to be very, very careful. One of the mermaids, the sirens, the sirens who are in the water and they’re singing this beautiful music right, and you get closer and closer and they come and they eat you and they destroy you. We were, that’s a long story, I was telling my kids about that when we were in the swimming pool, and I was like scaring them, and it was really funny. But that’s another story for another day. But you have to be careful. The fans, the people who you’re serving will look at you as if you’re something great, something special, and they will tell you that over and over and over again. And as much as I love hearing it, I have to listen to it, and then I have to put it on the shelf. You can’t, if you do that, if you keep listening to what the fans are saying, it becomes very, very hard. It’s funny, Sean Stephenson who is a close friend who passed away a little while ago, I remember we were joking one time when we were hanging out, we were joking about our wives and like, we love our wives, and he said one of the things about our wives, he’s like, “Our wives aren’t fans. They fell in love with us, and they love us, but they’re not our fans. It’s nice because you come home and you feel like you’re all awesome and then there’s your wife who loves you, but she’s not a fan. And she’s just like, ‘hey.” And it instantly changes this whole thing, and I’m so grateful for a wife who’s not a super fan, who’s realistic, who’s just like, ‘this is what it is.” So I think it’s important for all of us to have people in our life around us who aren’t fans, who are like, the people who love us, because it helps take the ego off and lets you focus on what’s actually important. So how to remain humble, those are the 5 things. Number one, you are called to serve. Number two, realize that it is not you. Number three, it can be taken away. Number four, none of it really matters. Number five, do not pay attention to the fans. If you do that as you are growing and you are serving and you are changing people’s lives, it will help you to focus on that and not get a head that’s too big. Alright, I hope that helps. On the next episode of the Marketing Secrets show I’m going to be taking you guys inside of my inner circle room to a private conversation from one of my favorite people, her name is Annie Grace, she is going to be sharing her story about the difference between a funnel and an hourglass. Stay tuned for that episode, you are going to love it and it will probably change your life.

Russell goes on a rant about “extreme ownership”, mastering webinars, and a whole bunch more. On this special podcast within a podcast Russell goes on a rant about taking responsibility for your own business because he is not your savior, he is a leader. Here are some of the awesome things to look for in this episode: Find out why Russell is going on a rant about taking ownership in making your business successful. See how you can model Russell’s 12 month plan for financial success. And find out how you can get access to every single product Russell has done to be a master of the webinar. So listen here to find out why Russell decided to rant about taking responsibility for your success instead of blaming others for your failures. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets podcast. Today I’ve got a rant. Alright everybody, I hope you’re all doing amazing. As I said during the intro today, I’ve got a little bit of a rant. And this is a rant not out of being upset, more out of love for somebody who reached out to me on Instagram the other day, and said some things, and I wanted to grab the person and spot coach them on the spot and be like, “I see what’s wrong.” But instead I thought, there’s more than one person who’s got this exact same problem, so I wanted to do this as a podcast so that it will not only help her, but will help everybody. So I’m not going to tell you her name or situation or story or anything, but I’m going to kind of tell you a little bit of our conversation, I’m going to do a little bit of a rant, and hopefully it will help somebody else out there who is listening, as well as her, as well. So some of the really, really quick back story, this is somebody who has kind of popped in and out of our community a couple of times, I’ve seen her at a couple of events, she’s somebody who is definitely trying, putting forth the effort. So I am, that’s why I’m aware of her, and I’ll kind of leave it at that. She came to an event we did last year for our high end coaching clients, as a guest, I let her come and kind of attend, and I’ve seen her at Funnel Hacking Live, and a couple other spots. So I’m really excited, this looks like good things are happening, momentum is happening, so I was really excited. Then I didn’t hear anything from her for a while. And then a week or two I got a message on Instagram asking if I would help with this project she’s doing. And I didn’t, I get 8,000 messages a day on every platform, and I’m just not able to respond to everything. So unfortunately I don’t respond to most things, unless its something that really pops out. So I didn’t and then she messaged again, and she messaged again, and she was like, “What I’m selling is very similar to what Myron was talking about at this thing. Can you help me? Can you be an executive producer for this documentary I want to make?” So it kind of caught me off guard, and I responded back, in fact, let me see if I can pull up my response here, keep the recording going hopefully. So my response was, “Why don’t you just do a webinar and sell the training direct? There’s a proven model that works over and over again. It sounds like you’re trying to gamble on an unproven model, crowd funding for a TV show. Don’t try to reinvent the wheel, just follow the model that’s proven to work.” She was trying to say, “I’m doing this crowd funding thing for this TV show and I want you to be an executive producer, and it’s going to tell my story and from there we’re going to sell my course that teaches how to do this thing.” I’m just like, “Okay, you could do that, or you could do the model that’s been proven by thousands and thousands and thousands of people that we know works beyond a T, you should model the proven thing, as opposed to running down this rabbit hole on something that makes no logical sense and nobody’s ever done before, because you think it’ll be easier than doing what actually works.” So that’s what I said, and then she responded back, “My honest answer, I wrote a webinar,” Which is awesome, yeah, congratulations. “It sucked.” Yeah, it should suck, the first one you do is always going to suck. “I knew it did, so I never even launched it. Then I went to Funnel Hacking Live 2019, I joined 2 Comma Club X thinking I’d get the help I needed to write it, that didn’t happen.” So that was the thing. So I wrote back, I said, “Okay, I’m going to do a rant today inside the 2 Comma Club X group, I’m going to seem a little frustrated. It’s out of love. I won’t use your name…I’m sure other people need this. Hopefully it’s going to give you a clear road map.” And she wrote back, “I’m not in the 2 Comma Club X group anymore. They kicked me out when I put my account on pause. I have no more credit on my cards.” Okay, so I got a couple things I want to talk about tied to this. The first one is I want you to listen to how she phrased these things, because this is so, so, so essential to your success. The second you put your success on somebody else, you’ve automatically failed. If I could grab everyone of you guys and just yell this to you. Notice what she said, she said, “I joined 2 Comma Club X thinking that I’d get the help I needed to write it. That didn’t happen.” And then, “I’m not in the group, they kicked me out.” Notice in both those situations she put her success on somebody else. “I joined this so I’d get the help. That didn’t happen.” So she didn’t get the help, although the fact we’ve got 9 fulltime coaches, 4 coaches including Myron Golden, Stephen Larsen, Julie Stoian, all of which who are amazing at things. We do live calls weekly between all the coaches. The help was there, she didn’t get it. I don’t know if she thought someone was going to come to her house and write it, but she didn’t…..Its there, the people are there. You have to grab it and take it, be on  every single call, go to every single event. Jump on the coaching calls, jump on the open office hours. The things are there, but she said, I didn’t get the help I needed. So I just wanted to put that out. And then, “They kicked me out.” So “I stopped paying and they kicked me out.” She’s putting her success on somebody else. The way that, if you’re taking, and I sent everyone in 2 Comma Club X Extreme Ownership, by the way, so hopefully everyone’s read that, but if you haven’t, that’s the big tweak first off. So I’d be like, my first feedback is you need to take 100% responsibility for yourself. If this was the answer, “My honest answer, I wrote a webinar, then I launched it, I tried it, it didn’t work, so I tried it again, I tried it again, tried it again, after ten times it didn’t work. Then I joined 2 Comma Club X, then I was on every single coaching call, I asked every single coach the question. I got feedback inside the groups, inside the things.” Those are the things that if she had taken personal responsibility for, those are the actions to help you have success with the webinar. It’s not a mystery. I wrote a book on it, we did the 10x Secrets training, which is inside the coaching program, we have all the coaches, all the staff, all the people, it’s a proven model. Half the people inside 2 Comma Club X are doing this thing, if you just jump in and do it, they’re there. Anyway, and then again, “They kicked me out of the account.” They didn’t kick you out of the account. You kicked yourself out of the account, you stopped paying. And I understand if you ran out of money, I totally respect that and understand that, but they did not kick you out, you kicked yourself out by not continuing to pay. It’s just like this little phrase that seems inconsequential, but it’s so freaking important. Don’t put your success on somebody else’s. Garrett White spoke at Funnel Hacking Live 3 years ago and did this whole rant about, for each of us individually he says, and one of the pieces was, “You’re a leader, not a savior.” Our job is not to save you, our job is to lead you, we are leading. How many webinars have I done? How many…inside the member’s area there’s like 15 different webinars that I’ve done that we successful that you can watch, and can watch over and over and over again. All my staff, all my coaches, all my people, everyone knows how to do webinars, the access is there. But the problem is that you wrote one, and then you thought it sucked so you never did it. Alright so, there’s the first part of the rant, it was just personal responsibility. It seems so little, but it is everything. Shifting that from, “They kicked me out. I didn’t get the help I was expecting. I didn’t…” No, no, no you have to shift that, because until you do, you will always be a victim in this situation. That’s the first piece of advice that I wanted to put out there. Now I want you to listen to the second piece of advice. And it’s funny, as I was thinking about this, this morning, it’s funny, for those of you guys that go to church, and I’m assuming it’s true in any church, but we go to church and they’re always like, “You need to pray. You need to repent. You need to do what’s right.” And you’re like, “This is the same message you keep telling me every single time.” And it’s like, it’s the same message that everyone still needs, that’s why we keep saying it. And I feel like it’s almost the same thing. Two years ago I did a podcast called, this is your business plan or business model for the next 12 months. And in there it said basically you need to do a webinar a week live,  every single week, until you’re a millionaire, and if you do that every single week for a year, you’ll be successful. And that’s the next piece of advice here. Is that you said, “I wrote a webinar, it sucked. The market didn’t tell me that, I just assumed it sucked, so I stopped trying.” No, that is how you don’t have success. The way you have success is you write a sucky webinar, then you get people on the sucky webinar, you do it, and you suck. Then you look at the feedback from that sucky webinar, you make the tweaks, make it a little bit better, then you do it again, and the next time you suck a little bit less. And you keep doing that every single week for an entire year until you’re a millionaire. That’s it. It’s not that hard. That’s the model, it’s the thing that we’ve….you just…that’s…I don’t even know what to say. So I’m thinking because I did that podcast 2 1/2 – 3 years ago. The time I did it was, it’s funny because Brandon and Kaelin were launching LadyBoss at the time, and they heard that, and then they did a webinar every single week, and boom, now they’re doing like 40 or 50 million bucks this year. And I can tell you a handful of inner circle members who listened to that podcast and guess what they did? They went and boom, did these huge, built huge companies off of it. So just like if I was at church and say, “You need to pray, you need to repent, you need to do what’s right.” I’m going to do the same thing right now and I’m going to actually insert that podcast episode right here, that way you guys can go and listen to it again and realize that this is still the same message. It has not changed. My advice for the next 12 months is the same advice as it was back then for the next 12 months. You need to be doing this over and over and over and over again. So person who this podcast is specifically for, take the crappy webinar that you wrote and then do it, live. Don’t retweak it or change it or hope that somebody else is going to take your responsibility and rewrite it for you. This is your business and you’re the only one that cares about it. Therefore you’re the one that has to do the work, and you’ve got to do it. And then I would go and plug into every single group and go find people and say, “Can you listen to my webinar?” And ask people questions, and then after you do, go watch my webinar, and then watch 5 other peoples. Find Liz Benney’s webinar, or find Annie Grace’s webinar, or find Kaelin Poulin’s webinar, watch all the webinars, watch mine again. Some of the people that have had the most success webinars, told me, “Russell I’ve watched your webinar over 50 times.” 50 times! How many times have you watched my webinar? Have you dissected it? Have you written it out? Have you figured out how you would change this for your market? If not, you’re not trying hard enough, you’re putting the blame on someone else. This is your responsibility to do the hard work. It’s not my role, it’s not my team’s role, it’s not anybody else’s role except for yours. We are not your savior, we are a leader. We are leading, we are going and trailblazing and leading back everything we’re finding. Here’s all this stuff, take it. But you’ve got to be responsible for it, not me, because I don’t care about your business as much as you do. Just like nobody cared about my business when I was getting started. I can’t tell you how many times I failed over and over and over again. It wasn’t on a webinar where nobody was there. It was me failing on a stage in front of people. That is embarrassing, super embarrassing. My wife and I are broke and I’m flying across the country leaving my life with our brand new twins for three or four days, paying my own way to get there, paying for my hotel, and 4 or 5 grand in the hole, step out on stage and speak, and nobody buys. I had to call my wife that night and be like, “Hey hun, guess what?” She’s like, “How’d you do?” I’m like, “I did alright.” She’s like, “How many people bought?” I’m like, “None.” She’s like, “None?” “Yeah.” She’s like, “But how much did it cost you to get out there?” “Uh, about 3 or 4 grand in.” She’s like, “Well, why did you do that.” Because I have to learn the skill. It’s hard, it’s embarrassing, it’s frustrating. Leaving my wife and our kids and not having the money, not making a penny from the trip, losing 5 grand to go and practice onstage, standing in front of a group of 100 people, 200 people and embarrassing yourself, not having a single person move when you walk to the back of the stage, that sucks. But guess what, I did it week in and week out, week in and week out, and I would go and sit through the event for three days and watch every other presenter present, and I would take notes. What did they do? Why’d they do that? How’d they do that? How did they get people to walk to the back of the room? How’d they structure their presentation? What worked, what didn’t work? Over and over and over and over again. And now 15 years later it’s easy. But you gotta put in the work first, you gotta put in the time first. And this isn’t, and I wish I could have somebody just do my whole webinar for me, but guess what, nobody cared about it like I did. Nobody cared about my little ideas except for me. I knew they were big, I knew they were going to change the world, but I had to go out there and learn the skill. So for you, and again, this is for that one person, but this is for everybody who is listening. You need to take this personal responsibility on yourself. This is your product, this is your service, this is your business, nobody else cares about it except for you. Therefore you’re the one that needs to make it successful. Therefore if you write a crappy webinar, you don’t just stop. That’s the beginning point, we all write a crappy webinar to start.  Then you go and you do it, and then you do it again, and you do it again. And it’s going to suck at first, because at first you’re going to make zero dollars. You’re probably going to spend money to get ads to show up. You’re going to be bribing people, you’re going to be spending 40 hours on Facebook in every group related to you, trying to recruit people to come to your webinar. And you’re going to get 100 people to sign up and one of them will show up and it’s going to suck, and it’s going to be embarrassing, you’re going to cry your eyes out, but that’s the path. If it was super easy guess what, everyone here would be doing a webinar every single time. It’s not so you gotta care more. And you can’t expect anyone else to care. You can’t put the blame on anyone else. Extreme ownership, it’s you. You are the only person, youl’re the one who’s stepping out into the arena and you’ve got to figure this thing out. So that’s the goal. And if you’re too shy, or you’re introverted, I get it. So am I. I hate talking to people. But if you really care about this business and your mission and stuff, then you’ve got to go out of your way to go out there and ask the questions, jump on the coaching calls, go into the facebook groups, talk to people, trade them. Say, “I’ll work for free for you if you review my webinar.” “I’ll do this for you.” Whatever it takes. It’s going to be uncomfortable and it’s going to be painful, and it’s going to suck at first, I get it. But if you really want this thing to happen, that’s the path. And if you don’t, that’s cool. Go back and do whatever you did before, I don’t care. But if this is the path, I just want to paint a really clear picture, this is not all sunshine and roses. It’s hard, it’s hard work. But nobody ever said changing the world is going to be easy. So if you really do believe in your product or your service, and you really do want to change the world for the people you’ve been called to serve, then this is the path, and you’ve got to do it over and over and over again. Alright with that said, I’m going to stop talking here for a second and have my brother go and find the podcast episode that I did, it might have been 3 or 4 years ago now, but basically it was like, if I remember right, it was December or the beginning of the year, I was coming home and I mapped it out. I said, this is the business model for the next 12 months. If you do this for the next 12 months you will be financially independent. And that, that calling, that statement, that phrase is still true today. So I’m going to post it here, the same thing I talked about in the Expert Secrets book, just because I haven’t been ringing that bell as much, doesn’t mean it’s not true. It’s still the path, still the process, still exactly what I would do if I was starting over again today, live. So I’m going to have him insert that right now and then I’ll be back here in a few seconds. Hey everyone, I hope things are going amazing for you. Heading home from the office today, and just keep getting more and more excited about how simple and stupid my plan is for next year. The angle's always world domination, and the strategy's changed so many times, but look at the people in our coaching group that have made the most amount of money, the things that have made me the most amount of money. It's all had to do with one core focus. It comes down to this. If you’re taking notes, write it down right now. If you're in a car, pull over so you can focus a 100% because this is the key. Okay, and I talked about his on my periscope, the one that I told you guys about yesterday that we did 150k sales on it. The key is having a live event every Thursday, and the one singular goal of your entire company is to get at least a thousand people a week onto that webinar. That's it. It's kind of like the whole 'apple a day keeps the doctor away'. A thousands registrants a week for your webinar keeps money flowing. We were doing the math on that. Let's just say, and I don’t have the numbers in front of me cause I'm driving, as you guys know, but say you have a thousand people a week to register. This is all sources, so Facebook, solo ads, email ads, Twitter, social media. Everything you're doing is all pushing towards this one event that's happening ever single week. You're just focusing on that. Okay, and so you're doing that. You have a thousand people to register. From that, you get thirty percent show up rate, right? That drops to three hundred who show up, and then your call to action ... Let's say you follow the perfect webinar script, if you don't follow it, you get like 1% closure. You follow the perfect webinar script, you're at 10% close rate. That means of the 330 people give you a thousand dollars from that webinar, so you just made 30,000 dollars. The math on that, let's say you should be averaging between 3 and 5 dollars per webinar registrant. Let's just say we spent 5 dollars per registrant, and we've got thousands. You pay 5 grand, and you make 30, okay. Now, what is that? If I was talking to my kids right now I'd say, "Son, you call that arbitrage, okay." I put in 5,000 dollars on Monday through Thursday. Thursday night, I get 30,000 dollars back, boom. I didn't just get that because a couple other things are going to happen. Second off, from Thursday night to Friday, Saturday, Sunday, we're going to be focusing on our replay sequence, okay. Now, there are a lot of different things you can do in a replay sequence. You can just send out the replay. You can send out urgency and scarcity we talked about a couple days ago. You can do a whole bunch of cool things, but if you do it right, you should be able to double your sales from the replay sequence, okay. Because think about it, you had 1,000 register, only 300 showed up. Only 10 percent of those people bought. You only had thirty people out of a thousand. That means you have a whole crap ton of other people haven't bought yet, and so you're job is to follow up with those people and get them to buy. Give them some urgency, some scarcity, do some cool things, maybe do a periscope, rant close Saturday night trying to get them to buy, whatever it is. You're pushing these people to take action and to give you money and to close. If you do it right, you should double your sales. That means that 30,000 now turned into 60,000. You have 5,000 dollars in, 60,000 dollars back out. You have more than 10X your money that week, which is pretty good, right? You're like sweet this is a good business. I put 5 grand in on Monday, I get 60,000 back out by Sunday at midnight. You do that every single week. Let's say that was all you did. I don't have a calculator here, and I'm not smart enough to do the math while I'm driving, but if you do that, 60 grand times 52 weeks, what's that end up being? Whatever, 3 million bucks or something, right? Your cost, 5 grand times 52 weeks, you're at 250 grand. You put in a quarter of a million bucks, you made 3 million, or whatever that is. That's a great business. That's more than most people will do ever. That's really, really exciting right there. That's the first step in this. The second thing to think about is every single week, you're adding a thousand people to your list. Okay, so by the end of the year, you have 52,000 people on your email list. These aren't normal people. People who have gone through your webinar registration funnel, seen your indoctrination series, they've been on your webinar, they've been indoctrinated, they've learned from you, they've seen you pitch. Those people will love and respect you a lot more because of that process that you went through with them. Now you've got a better quality person. If you screw this up, if you don't treat your list very well, you should be averaging at least a dollar per name, per month on your email list which means by the end of a year, you should be averaging an additional 52,000 in sales just from other exterior, I know there's a different word for that, but other things you sell that list. If you do it correctly, and you follow the whole DotComSecrets modeling, you do a value ladder, and you have upsales, and you have high ticket things, and you have other webinars and things like that, you should make a lot more than that. You should make five, or six million bucks off of that list to be a hundred percent honest. All that came from one solitary focus. One thing, the apple a day, it came from every Thursday we do a webinar, Monday through Thursday we fill that webinar, Friday through Sunday we close deals. And that is the fuel. That's the business. I just today, right before I left the office, I went on Thursdays, for me I do mine at noon, from noon until 2 o'clock, I put on recurring, and said every Thursday from now until the end of time I'm doing a webinar. Some people say, "Well do I do a new webinar every single week?" No, it's the exact same webinar. “Well Russell, shouldn't I do it automated?” No, you shouldn't, maybe someday, but right now you're going to do it live. I've done my Funnel Hacks webinar at least thirty, maybe forty times live, and I'm going to do it live every Thursday next year that I am in the office. I will automate it the days I'm not there, but I'm going to do it live. A couple reasons why. Why would you do it live? It's the same pitch Russell, it's probably word for word, and it is at this point. This is the reason why: On Thursdays when I’m doing a live webinar, guess what happens? Everyone is focused on this live webinar. Support staff’s ready, we've got people answering chat, tech guys are watching everything making sure that everything's working. We've got everyone’s focus and attention on this one event that's happening. Guess what happens when you focus on something? It's really weird. Whatever you focus on will grow. If you focus on how many leads a day you get, that will grow. If you focus how many webinar registrations you get each week, that'll grow. If you focus how much money you want, it'll grow. If you focus how much weight you want to lose, it'll grow, or you'll lose. Whatever it is on that side. There's this weird thing that whatever we focus on grows, so hey, let's focus on that, and it'll grow, and get better. We focus, everyone focuses. Thursday, this is sales day. This is the day we all focus on selling, okay. Monday through Thursday is marketing, Thursday is sales, and the rest of it is follow up. If you do that, you guys, that's the prescription for an amazing business next year. I was talking to Liz Benny, and I told her, I said, “Liz, I've seen you when you were running the webinar model consistently, you have the right numbers. Everything was working”. I told her, I was like, “I think that you can do 5 or 6 or 7 million dollars”, I have a hundred percent faith she can do it. I know she can, and she knows she can, and she's going to. Guess what she's doing? She's coming back to the same model, going back to basics, all of us. I'm doing it, my entire Inner Circle's doing it, I'm going to be sending this podcast to everyone and forcing them to listen to it because this is the basics. Again, if my son was trying it, I'd say “Son, that is the basics”. That's what we're focusing on, and if we all do that collectively, we'll change the world in our own little ways. That's what I'm doing, I hope you guys follow suit. I'm excited, and I hope you're excited, and it's going to be a lot of fun. I want to warn you, there's going to be some ups and downs. Sometimes Facebook's going to kick you off. Sometimes other ad networks won't work anymore. Sometimes you get crap leads. Sometimes your JV partners will screw you over. Sometimes no one will show up to your webinar. Sometimes the close rate won't work. Sometimes GoToWebinar will drop you, or webinar jam, or things are going to happen, and it's going to be frustrating and annoying and lame and hard, and you're going to be discouraged. Every time you get discouraged, I want you to think about the apple a day, and think about, I've got to come back. This is the focus, and every single week I'm going to get better, I'm going to get better, I'm going to get better. Maybe the first week I'm going to get ten people to register. Next week I get thirty. Next week I get fifty, and if I make that my focus, whatever we focus on, what happens? It grows. We're going to start focusing on that, and what's going to happen in the next 12 months is your business and your life will be transformed. It can't not be, and the lives of the people you're serving will be transformed. You say, Russell, this is cool, but I can't afford to buy Facebook ads right now. I don't care if you can't buy Facebook ads, go spam Facebook, okay. There's a lot of ways to get traffic for free. Go out there and do it. Write blog posts, promote them, go talk to people, do joint ventures. There's other ways to do it, and if your excuse is that I can't do it because my Facebook account got shut down. I can't do it because I don't know any JV partners. I can't do it because, fill in whatever excuse you want, that's all those things are excuses. There's a lot of people with a lot of good excuses out there, but the ones who don't have excuses, and just think, how can I figure this out? They focus on it. It's weird. What happens when you focus again? You get things done. It starts to grow. Start focusing on, what else can I do? I'm broke, I can't buy Facebook ads, what else can I do? I just saw my man Ryan from Hardcore Closer just been watching. He joined Inner Circle a while ago. I've been watching him. Just been crazy impressed with him, all the stuff he's doing, and just grateful he joined because I have a chance to see this glimpse of what he's doing and it's just been amazing. I'm watching him do these blog posts, and he's getting hundreds of thousands of millions people reading these blog posts, and it's just ... He focuses on that and it grows. I saw him post the other day how his goal of the first of the year is to get 100 thousand visitors a month, and I think now he's getting 100 thousand visitors a week, or something crazy like that. It's what you focus on grows, and he's doing that through free traffic, and he started making money, and then he started spending his money on Facebook to boost those posts, and that's the model. That's how it all works. Anyway, I hope that all makes perfect sense to you. I hope that gets you excited. I hope that it inspires you because that's the model, my friends. That's what we're focusing on here. That's how we're going to take our company from 8 figures to 9 figures and beyond. That's how you should be taking it from 6 to 7, from 7 to 8, from 5 to 6, from 0 to 5. It's the model. It's what works. It's what's working today, and there's nothing else you should be focusing on, I don't think. There you go. You've got it on a silver platter now, on a napkin, you have it in front of you. You just gotta pick it up and run with it, and if you do then I only want you to send me 10 percent of what you make. I'm just joking. All I want you to do is serve other people. Help other people, get your message out there, and hopefully you'll tell people about Click Funnels along the way because we love it, and it keeps getting better every single day. Thanks everybody. Okay everybody, so there you go. There’s the path, now you know. No more excuses. Once again, extreme ownership, this is all on you. This is all on your shoulders. Its not me, it’s not your spouse, it’s not your family, not your kids, not the market, it’s all on you. And as soon as you take personal responsibility, 100% personal responsibility, and you really buy into your own mission enough that you’re willing to do the uncomfortable things, you’re willing to lose money, you’re willing to go through the pain of jumping on the calls and talking to people and being outside your introverted self. As soon as you’re willing to do that enough, that’s when you’ll start having success. So on the softer side of the rant, I just want to say that first off, I believe in your guys. I wouldn’t keep doing this if I didn’t believe in you. I know it’s possible, I’ve seen it happen for me and for my family and for the business because I was willing to go through those painful things. So I believe in you. I know you can do it. Number two, if you’re in this, if you’re listening to me and you’re obsessed with this stuff, and you’re trying to figure it out, I believe that’s not just because of randomness. I believe that you’ve been called, and there’s people that you’ve been called to serve and it’s important. And that’s why you have this thing that keeps drawing you back, keeps pulling you back. So listen to that, that should be a guiding light that pushes you as you’re going through these growing pains. The pain of the struggle, the pain of growth because it does matter. It’s not just you you’re doing this for. I know we’re in business to make money for ourselves but that’s not why you do it. You do it because there’s people out there you’ve been called to serve, and you’ve been called to change their life. So I honor you for that. If there wasn’t you wouldn’t be listening to this, you would be paying any attention to it. So it’s worth it to learn the skill sets and to do the things you need to do to be successful. So anyway, the other resources you need, if you need more help, number one, read Extreme Ownership, I think that will help you a ton, for everybody. Number two, if you want to do webinars and really master it, if you go to FunnelFlix.com, the course is free inside of FunnelFlix, it’s my 10x Secrets course. Inside there I go and breakdown slide by slide by slide, and give you my slide. And I have like 15 webinars that I’ve done. So for all sorts of different products, you can go and watch and see me do the pitch over and over and over and over again. Stephen Larsen told me when he first tried to do his first webinar, he went and took every webinar of mine he could find, he ripped the audio, put them on an audio track and just listened to them over and over and over again, just to understand what I said, how I said it, why I said it, my language patterns and my tonality and all those things. He started modeling it, and modeling it, and modeling it, and Stephen had his first million dollar day like 2 months ago, a month and a half ago, from selling onstage and following the process. So it’s there. In fact, I even ripped the audios and put them in audiobook format for you, so you can listen to it in your car. But all that stuff is there, it’s free inside of FunnelFlix. As long as you’re, if you go to funnelflix.com and you upgrade to the platinum level of Clickfunnels you get FunnelFlix for free. And then go into the 10x secrets training course. It’s all there. Everything I’ve got, all my best trainings, all there for free for you, if go to master of webinar. I’ve tried to give you guys every tool, everything you need because again, I can’t do your business for you. I’m not a savior, I’m a leader and I’m trying to lead you. But the only thing I can do by leading is giving you, because I’m trailblazing and figuring crap out, is to turn around and give it to you as fast as I get it. So if you want to master webinars, that’s everything I got. That’s 15 years of me trailblazing for you and giving you like, here’s the script, here’s literally the powerpoints or the keynote’s slides, whatever one you want to use. Here’s 15 different times of me doing it, selling all sorts of different products and services. Here’s me, I show videos there of me doing it, I think I have 4 or 5 different people at one of our FHAT events come onstage and  I would  (FHAT stands for Funnel Hackathon), but people would come onstage and I would with zero notice be like, “What’s your product, what’s your service?” I’d ask them a couple of questions, I’d fill out the pitch and then I’d stand onstage and do the webinar live for them. All that stuff’s in there, it’s all there, just go to FunnelFlix.com and login, go to the 10x Secrets training course and everything’s there, there’s nothing that I hid back, it’s all in there for you. So if you want to master webinars, go and master webinars. You gotta do it over and over and over and over again. So that’s all I got you guys, it’s been a long one. I appreciate you all, thanks for listening. I believe in you, I believe in your dreams, I believe in the people that you are supposed to change. I believe that their lives are waiting for you to become who you need to become to be able to change their lives. So this is the calling for you, take personal responsibility, step up, become who you need to be to change their lives, and as you do that, everything else will take care of itself. You’ll make enough money, all these other things will fall into line, as long as you shift the focus from you to them. But it’s all on you, personal responsibility. Alright with that said, appreciate you all, thanks for everything and we’ll talk to you guys all again soon, bye everybody.

Enjoy this powerful interview with Bryan Dulaney as he shares how he went from nearly dying in a hospital bed after over-drinking with a college fraternity one night, to finding his faith, purpose, life partner & ultimately becoming one of the foremost digital marketing experts on the planet - helping digital entrepreneurs create and scale their businesses to create the freedom & impact they desire!! Bryan is 1 of only 17 digital marketers on the planet to earn the prestigious “2-Comma-Club X” award for generating over $10+ Million from a single sales funnel online. This is his epic story - ENJOY! Download Bryan's 7 & 8 Figure Funnels, Emails & Scripts for FREE... https://www.freegoldenticket.com/order-23783374 TRY Your 100% FREE 14-Day ClickFunnels Trial! CLICK HERE https://www.clickfunnels.com/?cf_affiliate_id=906911&affiliate_id=906911   CONNECT WITH BRYAN IF YOU HAVE ANY QUESTIONS ABOUT YOUR DIGITAL MARKETING GOALS, WHETHER YOUR A BEGINNER OR SCALING, HERE: https://BryanDulaney.com/ & https://www.PerfectFunnelSystem.com   Click below to follow Bryan Dulaney: Facebook Instagram Twitter Website   -----CONNECT WITH OMAR HERE----- TEXT OMAR HERE : +1 (310) 855-3771 Follow OMAR On Instagram Here https://www.instagram.com/omar_therockstar/ BUSINESS INQUIRIES, SPONSORS & FAN MAIL PLEASE EMAIL: Productions@OmarElattar.com   Join The FREE "VIP" List Here For FREEBIES, BEHIND-THE-SCENES & DAILY WISDOM FROM OMAR & THE TEAM HERE: https://podcastmastery.org/optin-main

A quick coaching session for Justin Guarini from American Idol, which will hopefully help you as well. On today’s episode Russell gives some advice to the members of 2CCX about how to fix a funnel if it’s not converting with paid ads. Here are some of the the helpful hints you will hear in this episode: How to keep the momentum going even when paid ads aren’t working. Why people who listen to podcasts are the best buyers. And how hitting the podcast circuit made Russell change the title of Expert Secrets. So listen here to find out what kind of advice Russell has if you’re feeling frustrated by your paid ads not converting. ---Transcript--- What's up everybody? This is Russell Brunson. Welcome to the Marketing Seekers Podcast. I got a special treat for you guys today. So, I found my 2 Comma Club X group, we've got some amazing entrepreneurs. One of the people who signed up this year was Justin Guarini, who is the dude who was on the first season of American Idol. He took second place to Kelly Clarkson, and then he was in the movie Justin and Kelly... I guess it was called. Then now he's the Dr. Pepper spokesman, a bunch of other cool things. He's a super awesome guy. He jumped into our community recently and then came for Lucky Live and joined the coaching program. He just launched his very first funnel. Anyway, it's fun watching him geek out, and it's super cool. Today he posted his funnel of live, actually a couple days ago, his funnel was live. Today he posted basically his ads aren't working yet and he's not sure what to do, and a little frustrated. Super positive still, but just kind of like, “It's not working yet.” Today I just really did a quick Facebook live into 2 Comma Club X groups, specifically to him, but to everybody. I thought it was really good, and some really important things for you guys as well. I'm going to just post the Facebook live here so you guys can listen to it. It's about 20 minutes long and the whole theme of it is what do you do while you're waiting for your paid ads to work. If you've been ever stuck in that situation, hopefully this episode will help you out a lot. Thanks so much and I'll keep the theme song. When we come back, I'll go directly into that Facebook live. Thanks everybody. Hey, what's up everybody? This is Russell again. Hope you guys are doing amazing. I know this is me going live twice in six hours, but when I'm on a roll, I'm on a roll, right? No, I'm just kidding. Last night, I went live and talked to you about some of the cool things I'm planning and thinking about for 2 CCX. And then, this morning I woke up, and I was going through my feed, and I saw the post that Justin made about his funnel going live, and the ads not working yet, and him being frustrated, and his post is really good. Hopefully you guys all had a chance to read it. I started sitting here this morning as I was taking my kids to the office, and I was like, “Okay, if Justin was sitting here, and he came to my office, what would I tell him? What would be the very first thing?” I had an idea and I thought it was really cool. I want to share with you guys, so I hope you don't mind. Is it okay if I just go live real quick today? My inner circle meetings start here in 30 minutes, so thought I would just take a moment out and insure it was, because I think it would be helpful for a lot of you guys, especially in a lot of you guys who are in this coaching program. You're here, you're on a budget and you're trying to figure things out. You spend all the time and the effort, the energy, going in, creating the funnel and the offer and getting it live and then you do all the work behind that. Which takes time, especially the very first time out the gate. The very first time you go and you do all the work and the effort to create it, and so you spend the time, the energy, the effort, you get the offer done, the hook, the story of the copy, all this stuff, the funnel. You're like, "Okay, now it has to work," and you're nervous, what if it doesn't work? And you put everything into it and then you go and you put a Facebook ads and Facebook ads are the greatest and the worst thing at all, because you go write the ad and then you go get submitted and approved and put your money and all kinds of stuff. Then you wait and then something happens, the day the ad gets approved or you spend $100 and nobody buys anything. Or you spend $1000 nobody buys a thing and you're like, "Ah." And you're like, "I don't even know what to do now. Do I stop the ad? Do I change the funnel? Do I change the offer? Was the offer bad? Did I screw the whole thing up?" And all this fear starts coming. That's where a lot of use get to, and then you're like, "I don't know what to do." And then you're like, I'm out, or I'm going to bail, or I'm going to want to lean in like girls keeps saying, but I don't know what to lean into. What do I do? Where do I shift? That's where a lot of you guys are at. And that's what Justin posted yesterday or maybe it was this morning. First of all know that I feel for you, I know that pain and that frustration and that fear and all the things that go into it and you're like, "Man, I spent three months building this. I don't even know what to change or what to write." Then there's that fear. I wanted to step back and give you guys some, some advice and hopefully some hope and belief because it's definitely the pieces needed right here in the journey. What I would say is, first off, it's interesting now this funnel, I have a to funnel hacking live as you know my keynote intro presentation, I talked about the different phases of business, from going zero to a million, million to 10, 10 to 100. The whole thing between going from zero to a million is by far the hardest phase, I think. It's also the most exciting, I love the startup phase. That's why I love the coaching, I love that piece of it. But what's interesting is going from zero to million, the biggest things you have to figure out, there's two questions to figure out. The number ones is what am I selling? It's not what do I want to sell? It's what does the market actually want? That's the first thing. The second thing is, how do I sell it? So the what in the how? I was talking about what am I selling it? How am I selling them? Part of the what is initially, it's a guess like, "Okay, I'm guessing this is it, maybe this is it." And you put out there and you just hope that it's the thing and sometimes you know about the hands, boom, the market is like, "That's what I want," and they freak out and is really good. Other times you put it out there and the market, doesn't really want it or not very many people and that's okay. Don't get discouraged. For me it took a whole bunch of what's before I hit click funnels. 14 years of what's, but what's cool about it is each of these different what's you're putting out there, can increment a lot of success where you're growing your list, customers are buying, more people get to know you. You create the next thing and the next thing and they all build upon each other to like boom, something hits. Don't freak out. The very first thing you put out there doesn't have to be a million dollar winners. Just the act of getting out there, because the very first thing you put out is the hardest because you have to learn all the steps. I had to learn how to build a funnel and drive copy and do a hook and an offer and create a product and do an E-cover and put it. All the things, and I always tell people, my very first product I ever created was a software product called Zip brander. Looking at Zip brander as a whole was a complete failure. I think I've probably sold 200 copies Max, but at the same time it was the biggest success that I've had because it was the first time I did the whole process from a to z, where I bought the domain, got graphics design wrote copies, created a product, start a driving traffic, made a few sales, and even though it wasn't my million dollar thing it was like I did the process once and the second time I was like, "Oh, this is easy." I already know who I'm getting for copies, doing design. The next part became really easy. Every funnel after that, I kept doing funnel after funnel until I started having some big successes. First thing is just the fact that you got the first thing done. That's huge, that's the what, the second is how, what am I selling and how am I selling it? That's the second question is how do I sell them? Ideally the the end goal is I want that Facebook ad, I can scale, I can just spend $1,000 a day and then make 5,000 a day. It's just rolling. That's where we're all trying to get to, but the reality is, and I want to step back for a minute because the reality is paid ads. Well that's the holy grail. That's what we're trying to get to. It's not always the first thing, in fact, I didn't do paid ads in my business for the first decade, which is crazy. 10 years of my business before I ever paid for that. It's interesting because nowadays we always leave, go to paid ads. The reason why is because as soon as you can get paid ads to work, it's the holy grill and life becomes super easy. But it's not always the easiest thing at first, especially right now where you create the ad, you put the time and effort and energy in and then like, "Oh, are you going to pay for the ad?" And then like "It didn't work" and then like, "Oh, what do I do?" And you tweaks the ad in then you wait again another day. Especially for us entrepreneurs who our momentum driven, we're trying, we're moving, the momentum is what gets us going. Running Facebook ads when they're not working at first it's the opposite of momentum. It's like you hit this brick wall, I put it behind me. If you hit a brick wall and like, oh, and then you change the ad and you try it again. It's like, oh, I hit a brick wall. And it's like you lose this momentum. It's this huge let down. Right. Justin I felt that I was reading your post stages just like, "Oh, I did the work, the effort and the ads aren't working and I need the momentum to keep me excited and motivated but the momentum's gone because the ad's not working and I don't know, do I change the offer [inaudible] pages to the add." All these things. So what I want to do is I want to step back because, if I was looking at traffic strategies, if I was starting a new business, the first thing I probably wouldn't do is Facebook and I shouldn't say that. I would start Facebook ads initially because I want to get that working as fast as possible. I wouldn't give up on that. I would keep doing that, making the tweaks and the changes. During that process where you're waiting for your ads to hit, where your waiting for it to work, while you're waiting for the slowness of initial grind, while you're waiting for things to hit, you don't want to stop momentum, you want to keep the momentum going, otherwise you're it's going to be frustrating. For me, it's, what would I do if I was starting over from it right now? Let's say I put together a book or an offer or a landing page or whatever I need. I need traffic coming. Waiting for Facebook ads to work, what would I do right now? For me, what I would be doing right now is I would be going old school. In fact, it's funny, I'm writing the traffic secrets book right now and literally last week worked on this chapter. It all comes down to the dream 100. What's the concept of the dream 100? Dream 100 are, who are the hundred people that already have your dream clients all in? Who are those people? Then how do I get from their audiences for free? In the book I talk about this two ways to get into the dream 100. Number 1 is you buy your way in, and number two, is you work your way in. If I was to do this today is I would start with podcasts. Poddcasts is the channel I would choose initially. I'm going to say a couple things. I'll wrap it into a bowl that will make more sense. I would start with a channel of podcasting, because obviously we have Facebook, we have Instagram, we have youtube, we have all these things, but podcasting is by far the channel I would lead with. The reason why is podcast listeners are the best buyers. These are my dream audience. They are the reason why I run my own podcast. The reason why I go on other people's podcasts, podcast listeners are the best buyers by far. I read a study and I'm going to script the numbers, but it was the average human who listens to the radio makes $30,000 a year, and the average human who listened to podcasts makes over $100,000 a year. Just by the fact that they have the podcast app on their phone and they are listening to content, makes them a better, how do I say that it's rude to say, but it doesn't make them a better human. You can be a good human and listen to music all day, but they make them a better buyer, better consumer. They make more money on average and they're into development, there into learning anyway. They're your dream customers. I'd do is I'd say, okay, I'm going to focus on the podcast channel and you think about any movie. Like when Avengers Endgame came out, which by the way, was the most insane movie of all time, so good. What happened? Watch the rollout. What happened is that they were basically they build the dream 100 for them it was TV shows, So it's like, "Okay, who are all the shows?" And that obviously marvel studios was buying ads, they were on Facebook, they were on youtube, they were on TV, they were buying ads for their show. Then they sent all of they're attractive characters out to go and work their way in. They were on Jimmy Fallon, Jimmy Kimmel, and The Today show and Good Morning America. They were out there doing the circuit, getting the free traffic. They're not doing the free stuff while marvel is doing the paid ads. While you're training your paid ads to work, you should do the same thing as going out there and working your way in, getting into the circuit. I would go to the iTunes directory and any podcast directory, I would go look through the top 100 in every category. Of all these different podcasts who are the people that already my dream customers listening to this podcast. It doesn't have to be like... For me I wouldn't say just people in the business category. I would look at business, personal development. I would look at different categories. Because again, podcast listeners are all, if they're listening to podcasts, they're into personal development, which means they're into all sorts stuff. I would go and I'd make my dream 100 lists of here's the top 100 podcasts I want to get on. Then I was thinking, now my job, my goal is to get on all these podcasts. What's going to happen is while you're on these podcasts is a couple of things. Number one, this is free traffic, you're not paying to be on these podcasts, you're getting on to be interviewed, so number one, it's not costing you money. Number two is something you can be doing every single day so it's continuing momentum as opposed to buying an ad. You're writing out in the city, I can waiting and like nervously tapping your fingers, waiting for the thing to happen. There's something active you can be doing to move forward. Number two is that you're going to have a chance as you're on these podcasts to be interviewed, to start listening to what are the phrase that people ask? What the questions they're asking? What are people responding to? What are they not responding to? I was talking to Nick Fitzgerald yesterday and he did an event right before funnel or before on the 2 Comma X event and he said it was interesting. Today as I was going through my content. He's like, some things he is like, I felt it, I felt that I could just hit it, landed people connected with it. I was like, that's something that most people miss when they're just doing paid ads. What are the things people connect with? When you have this live platform, it's fascinating how quickly you find out, what are the things they hit? What are the things that don't hit? Even if you're just one on one, in an interview with somebody, by you just sharing your message over and over again, you start finding and refining like, "Oh man, that's the thing that the host, like his ears perked up" or I felt as I was delivering that I can feel the energy of that statement or that phrase that got people excited. You start learning those things really quickly. If you go out and you do a podcast, five podcasts, 10 podcasts, 30 podcasts, 50 podcasts, by doing that, you will learn your what so much better. What does it that I'm actually selling? What does the market actually want? So many times I've had a product that I tried to sell, like the expert secrets book for example. You may not know this, but the first thing I did is Extra Secrets Book came out is I did the podcast circuit. I went into the dream 100, pulled out every single podcast owner I could find. And I started going out there. And what's funny is if you bought one of the first 5,000 copies of The Expert Secrets Book, the title of the book was The Underground Playbook for Growing Your Mass Movement Online. Because I was like that was the title, that was the what and as I started in the interviews, I really quickly within the first three, four years, I realized that that subtitle did not connect with people. No one wanted to build a mass movement. I was like, oh. And every time I brought that up, it was just like, okay, but it was just, it didn't feel right. I don't know how to explain it other than that. It was wrong. I've learned that very quickly in podcasts and I literally, after like six podcasts, I messaged the publisher, I'm like, before the next printing we're changing the sub title. He was like, 'You can't do that." I'm like, "We are freaking doing that." Because I found out from the market that is not what they want. They do not want to build a mass movement. The book can stay the same, but the hook initially has to change. We changed it from Expert Secrets, The Underground Play book to building a mass movement, people who will pay you for your advice. That was the old subtitle to the new one, which is the Underground Playbook to find your message, build a tribe and change the world. In fact, I know who was my top, I think I came to just five or 10,000 copies of the first run. I know whenever people share on Instagram or Facebook, "I am reading Russell's book." I know when they bought in the cycle because we literally change the title of the book after hitting the podcast circuits. Because I found out that the messaging was wrong and I wish I would've done that before I wrote the book because the first 10,000 copies of the cover has a different subtitle. You guys probably didn't know that. I found out that that was the message that resonated. People wanted to find their message. They want to build a tribe and they want to change the world. That was the messaging that for the rest of the launch and has been going on for the last two years now. I didn't know that until I hit the podcast circuits. We've sold tens of thousands of copies of books through the podcast circuit. A couple other things on podcast. Number one is Facebook is like if you're the DOTCOM secrets book, I talk about cold traffic, warm traffic and hot traffic. Hot traffic is your own buyers. That's the people that are the best, they start moving down the spectrum. I would say the next best buyers after your own traffic are podcasts listeners, because they may not be your hot traffic, but they are definitely more than warm. They're listening to somebody talk about something every single day. Plugging into the ears, podcast listeners are amazing because they're listening during the most intimate times of your life. While I'm on the treadmill while I'm driving. You have different access to somebody's mind in a podcast that any other format. It is by far, I think the best delivery mechanism is podcasts. The hot traffic is your own customers. Next is podcast traffic and then it goes down to whatever. Like Facebook ads are warm to cold. Because you're targeting based of interests. Like, "oh I know they're interested in Tony Robbins and business, now, they're going to see my ad." But those are just warn people. They don't know who I am, they don't have an intimate connection with Tony Robins specifically. Maybe they liked his page and so because they're seeing the ad, whereas podcasts, listeners, you know that they subscribe, they listen, they plug in for 15, 20, 30 an hour a day to listen to the content. That is like... And you know that just the fact that listening to podcasts, the average podcast listener makes over $100,000 a year. So you know, they actually have money and you have a format where you don't have five seconds of the ad try captures attention, you have a longer 15, 30, 60 minute time to build the relationship with that audience before you push them to go to your free plus shipping or your book offer or your Webinar or things like that. Again, there's so many channels and dream 100 we'll go deeper throughout this year and as you guys get The Traffic Secrets Book, things like that, we're build June 100 channels like crazy. If I was you guys right now, especially just in listening to you, but anybody like this message is for him, but it's for everybody right now. I would say, "Okay, while I'm waiting for my ads to work, the next things I'm hitting the circuits just like I would if I was launching a movie, I'd be on Jimmy Fallon, Good Morning America, Today Show" all kinds of stuff. For you the equivalent of that is the podcast circuits. So it's going to iTunes, going to any podcast directory, going through the top 100 top 200 top 300 of all these different channels and going into there and you may think I like, "Oh, I'm not going to get on top 10 po... You don't have to get on top 10 list of the podcast. Right now, my podcast gets anywhere from 10 to 30,000 downloads per episode. I'm not in the top 250, I have enough listens to, but for some reason iTunes hates me. I don't know why they used to love me. I was in the top 10 lists for two years and then they slapped me and they won't even listen to the directory and that sucks. But my podcasts still gets insane amounts of downloads. Even if you get into a podcast, it's like 250 or 500 or maybe something listed. It does not matter. It just matters that you're getting out there. You're going to find your voice, you're going to find your message and find the hooks, the angles, this is your time to learn and present and be able to figure out what it is you're selling, how to sell all those intricacies of your message will be learned during this podcast circuit. Then like I said, even if you're in smaller podcasts, they may have 500 people or so, if you have some of those 500 people are their best buyers, their best listeners, people are connected. If I was starting over from scratch, that's what I would do. In fact, if you watched the launch for mastermind.com with, with Dean and Tony. Dean literally did 60 podcasts interviews to launch that thing. That's how we launched initially. First steps 60 podcasts interviews. When a Tony Robbins launch Money Master the game. 220 interviews in podcasts, radio ad TV before any paid ads. When traffic secrets books comes out, guess what I'll be doing first? The podcast circuits, it is where I would begin with so while you are buying ads and trying to figure that out because again the ad part is going to be frustrated and you're going to lose momentum if it doesn't hit initially and I do not want, I need you guys lose the momentum. You need to be running as fast as you can. Every one of you guys. What you need to be doing right now is going into the podcast directories, building your dream 100 and contact him saying, "Hey" and don't mass email them all. "Hey everyone put me into podcast." Listen to each of their podcasts and then put in the time and the effort. I listen to a ton of podcasts because I want to make sure that when I get on the show with the podcast host I don't look like an idiot. I be like, "Hey dude, I listen to your podcast is awesome. My favorite episode, when you interviewed so and so. That was super cool." Hey, by the way, I've got a really cool message. If you want, I love to be on the podcast, I could talk about this, this and this. Those are the ones people returned your calls. There you go. Podcast is it. It's like the secret nest of the best buyers on the Internet are all sitting there, plugged in listening to stuff every single day. The best thing about podcast hosts, almost all of them are craving content. They're looking for people to interview. It's not hard to get on their shows. You just got to have an interesting story and then pitch the story to them. Even if I was trying to get on TV, I'd be like, "Hey, put me on the news tonight." Like why? Because I can tell you three things about how to blah, blah. Justin for you, you've got so much street credit already. Just be like, "Hey, I'm going to show you guys how to land auditions, the struggles I had, I'm going to tell you guys behind the scenes of how I got an American idol and then how I got the Dr Pepper commercial." That's an interesting interview. Anyone would be like, "Oh my gosh, that'd be amazing." It wouldn't just be... There's so many categories that would fit underneath. It's not just one category in iTunes. There's so many categories and you can be on 30, 50 interviews and next 30 days if you just went out there, start hitting the circuits, contacting them, listening to them, listen to part of someones podcasts, message them directly. "Hey, love your podcast. I love the interview. I think I would love to do a show with you if you'd be interested. Here's some things I can bring the table, the stories I can tell." Like I said, most of these people are craving content and your story, it would be amazing. There you go. Hope that helps you guys. I got to jump. I got an inner circle happening right now. I just wanted to message just before I got started today because I saw justice message. I know he's not the only one struggling with this. A lot of you guys are, and hopefully this gives you as a shortcut, even if you don't have an offer done yet, go hit the podcast circuits. If all you have is a landing page with the opt in form, go and hit the podcast circuits. They are the secret honeypot of buyers. They're sitting there waiting for you. While you're waiting, again Facebook ads, Google ads, YouTube ads, that's the holy grail. It's what we're working towards, we want to get that because we can set, because that's when you guys sit back and like these things running and then making sales for you all day, every single day. Right now, while you're waiting for that to hit, now's the time to do the circuits. I appreciate you guys. Hope it helps. Have an amazing day. And like I said, next week I'm going to start dropping some cool stuff in here for you guys. I'll let you eavesdrop into all the Comma training, so appreciate you, excuse me, all my internal training with my team, so appreciate you guys, have amazing day and we'll talk to you all guys soon. Bye everybody.

E-U-S-T-R-E-S-S... is a massively important concept in my life!   Eustress comes from the word euphoria... and the dictionary definition is beneficial stress.   I googled it…   Eustress means beneficial stress, either psychological, physical, biochemical, radiological.”   It literally means “good stress.”   So…   There's Distress and there's Eustress   What does it have to do with Sales Funnel Radio? A LOT, lemme tell ya! EUSTRESS... NOT, YOU STRESS!   When I coaching people, there’s often a certain amount of stress that gets caused in that person's life as they take action or do something for the first time.   If they're NOT normally an action taker this stress can feel overwhelming.   However, know the difference between distress and eustress can be a game changer.   Eustress is positive growth stress; the kind you would get from pushing yourself at the gym.   BIG MOVES BY MY LITTLE SIS…   My sister Marie, is awesome.   She's getting married soon, so by the time this episode goes out, she will probably be married. (Congratulations, Marie)   However, about two years ago, she was a poor college student who wanted to go to  Funnel Hacking Live. She didn’t have a business or any real savings…   She reached out to me and asked:   "Stephen, I have enough money to either buy a Funnel Hacking Live ticket with a plane ticket and a hotel room... or my groceries and bills for the next month… What should I do?"   Talk about a Big Brother Moment...   I decided to I ask a question to help her weigh up her options and make a decision.   I said: Marie, if you were to go and pay for your groceries and your bills for the next month, what is the likelihood that you will put yourself in a place of eustress and come up with the money to go to Funnel Hacking Live?   She said: "I probably won't."   I said: "I agree with you, you probably won't… most human beings wouldn't.”   Next,  I asked: "If you were to go buy a Funnel Hacking Live ticket, plane ride, and all that stuff... what's the likelihood that you are NOT going to figure out how to eat and then die?"   … and she goes: "I'm gonna figure out how to live and eat."   There you go: "In my opinion, that’s your answer!"   If you know that it’s good for you…   If you know that it’s the thing that's cause more success…   … then put your back against the wall voluntarily, and do it that way.   And that's exactly what she did.   She bought a ticket to Funnel Hacking Live, a plane ticket, and all that stuff…   Shortly after, (like the next week), she started getting her first real clients and started doing work that paid her bills.   There's a principle behind this…   THE LAW OF ACTION   Things will begin to conspire for your sake when you get clear on what you want, honest about where you are, and willing to put yourself in situations that cause good stress.   Eustress = Growth   So here’s what happened to Marie next… (I tell these stories with her permission) Marie went to Funnel Hacking Live, and they sold the 2 Comma Club X for the first time.   Russell did his pitch and it was amazing and there was a CRAZY table rush.   For 30 minutes after Russell's speech,  people can purchase and ask questions…   There’s a countdown clock showing the time left before the next speech, and after it ends, the program will be closed.   People were running to the back to sign up…   There were only 10 minutes left on the timer when I sat down next to my sister who was talking to a friend in earnest.   Marie turned to me and said:   "Stephen, what should we do? We're thinking of putting our money together under one account… then  we’ll just share all the 2 Comma Club X events "   I said: "You could do that, but do you mind if I give my two cents on this?"   (I’ve talked about how questions invite revelation in the blog before… I learned this from a mentor/ leader that I had 10 years ago.)   I very much believe that questions invite revelation.   Here’s how it goes...   When you ask the question:     How can I get a discount?       How can I do this, but not as a full participating member?       How can I do this and not pay the full price?’     … you get an answer to that question.   So I said to Marie, “ I dare you to ask a different question."   ASKING THE RIGHT QUESTIONS?   I've watched how wealthy people deal react to a situation where they want something that's more expensive than what they were planning on.   instead of saying, “I don't know how to afford this…”   They say, “YES,” and then they figure out how to develop an asset that pays for what they want.   They ask: “What can I develop in order to pay for this expensive thing?’”   So I looked at my sister and said:   "Marie, I challenge to ask the question, ‘How can I afford the most expensive things and experiences this life has to offer?’ Answer that question and develop an asset that pays for your monthly membership of 2 Comma Club X."   That was pretty intense, Marie only had $76 in her bank account at the time.   But Yeah, but that was still the answer.   She had a three week period while everyone was onboarded to the program to figure out how to pay…   (...it was a grand or something like that.)   I asked her: "Can you figure that out if you go and put yourself in a position of eustress?"   And she said: "I think so."   So she got her own account!   … and this is a big lesson for everybody.   POSITIVE STRESS   I know (as a reader of my blog) you’re probably crushing it and TOTALLY awesome...   But a lot of adults haven't learned how to feel a little bit of positive stress and pain.   Not all pain's bad. The point is NOT to be comfortable all the time.   One of the BIGGEST external based false beliefs I hear from people is:   “I would, but I'm just in a financial place to do it right now.”   I’m like, “Man, that's the reason that you do it!”   You do it so that you can put yourself in a place of pressure that causes you to learn and grow at rates you would not be willing to put yourself in otherwise.   Now again, I'm not a financial advisor.   ... and you might think this is really extreme. *I don't care*   This is literally how I've been able to progress so fast.   I put myself in scenarios that I know I will figure out because there’s no other option. I voluntarily place my back against the wall, so that these scenarios happen.   And that's what Marie did…   Within two months, she had her own business with cash flow of $10,000 a month.   I asked her: "Would you have gone and done all that stuff if you had a lot of money in your bank?"   Can you guess what the answer was…? ;-) SMASH YOUR COMFORT ZONE   I swear one of the biggest problems people run into when they're starting any kind of entrepreneurship is that things are too cushy.   Get uncomfortable! I dare you to feel a little pain.   Case in point…   When I left ClickFunnels, I had:   No product   No offer   No funnel   No team   … it was really intense. I don't recommend that at all!   However, I did it because I knew I was experienced enough to figure it out, and because I knew that it meant that I couldn’t mess around.   I had to figure it out.   There was no mental let out at all. I couldn’t afford any distractions. The cost of me NOT showing up was too high…   …. within a month I had done 59 grand.   A lot of successful entrepreneurs know this principle, but the people who are brand new, often hit against the rocks...   They feel they need to have all the:   Resources   Time   Money   Energy   Support   ...before they start.   If you’re waiting for all your ducks to be in a row, then you won't do it!   *You will back out*   You’ll find a way to stall… because it’s stressful... and it’s uncomfortable.   BACK TO A WALL GROWTH   I work far more than most of you probably realize..(actually,  it's NOT as crazy anymore).   Often, now, I only work a seven/ eight hour day because I have a team and leverage.   But it wasn’t like that when I first started out.   When you start in this game there are few risks that you probably have to take, but they shouldn’t be stupid risks.   You need to:   Take a calculated risk   Find a mentor   Start moving   You need to be able to get yourself in a place and a position where you don't care that it’s uncomfortable and that it doesn't feel good.   You need to feel a little bit of pain and discomfort to growth.   If you are NOT able to back yourself against the wall, you're NOT gonna do it.   Instead, you’ll wait for my next Podcast episode because you need the NEXT secret or the NEXT hack…   *DON’T WAIT*   You have so much MORE information than I ever had when I started this game…   So please, please, take action…   Life will throw unexpected scenarios at you that’ll put your back against the wall, and you will behave and perform in ways that we didn't know you could.   But the individual who's willing to put themselves against the wall, and take action from a place of eustress, is much better off.   You don’t need all your ducks in a row and the moons to be aligned.   You don’t need ALL the answers!   WELCOME TO ENTREPRENEURSHIP   I don't know how to do the majority of the things that I have planned for the rest of this year...   ...but I know I'll figure it out.   I'm NOT waiting for someone to come give me the answer. I will figure it out, and then I’ll create a system and leverage.   I will feel uncomfortable.   Once a month there's something where I really don't want to do something. I say to Colton: “Dude, I don't want to do this. I don't want to do this right now.”   ...and he'll laugh and I'll laugh.   We have these little bouncing ball chairs, I'll crank music, and I'll do something crazy…   What I'm not a fan of shunning your feelings. Feel your feelings! Take a moment to freak out.   Take a moment to have a little poopy-pants syndrome, that's okay...   … but understand that you are NOT your feelings; I love that from Tony Robbins.   You just have to sit back, and be like, “Oh man I need to do this thing.”   There are two or three specific things right now that I’m legitimately NOT looking forward to doing. I don't want to do them.   They're the kinds of things that keep me up late because I don't want to do what I'm supposed to do tomorrow, but it's not about that...   I'm NOT my feelings.   I'm not about shunning emotions and becoming this stone machine. I'm a human being, and we are emotional... so let me feel the emotion, and then after I've given myself time to freak out...   ...then I put myself against the wall.   This might sound weird and extreme, but whatever, it works.   We've been cash flowing pretty hard for the last eight months... (but at the same rate).   It's been like 100 to 125 grand a month every month for the last eight/ nine months.   So this past little bit, I've been sittin' back and thinking like, “Crap, I'm still working seven, eight, nine hours a day. It's about leverage now…”   ...and that's the eustress that I'm placing myself under.   Part of that’s about me growing, scaling, and starting to create systems.   I've got two content teams, a funnel team, and half of an admin team.   I am doing it... but I'm hitting the next phase, and I feel it.   I know that I personally need to grow in order to handle it... and I feel it. I'm hitting the wall. I know it, and I'm okay with experiencing that.   OVER TO YOU? What’s going on in your life?   What excuses are you using?   Where are you NOT growing?   Like... “Stephen, I can't because of x, y, and z.”   I go nuts in One Funnel Away Challenge when I hear that…   When someone says, “Well, Stephen, I just don't have ALL the answers needed.”     Are you kidding? Every single day! Welcome to entrepreneurship.   I don't know how to answer a lot of things that I'm supposed to be doing on tomorrow, but I know I'll figure it out. I'm willing to feel a little bit of discomfort on the way.   But MOST human beings out there, a lot of adults especially, are NOT willing to feel discomfort...   JUST KEEP SWIMMING…   Do you remember the movie, Finding Nemo?   I’ve got three little girls, so we watch a lot of movies like that now...   (Pixar is awesome. Good storytelling, obviously. I like to look at it from that standpoint.)   … but just like those clownfish that go out of their little home, look around, and then come back in again and again...   Most adults are like that... they never do a thing.   They start out, and then:   Discomfort   Unknown   Fear   Abyss   ... and then they pull back into safety.   You need to feel positive stress on purpose and find a way to put your back against the wall.   WANNA GROW YOUR WALLET?   If you're still working a nine to five right now, and you've been wanting to quit and become an entrepreneur…  if this is your dream…   The most likely reason why you haven't done it yet is that your life’s too comfortable.   Find a way to get a little bit uncomfortable, I dare you. Then come tell me if it did not change you and/or your wallet along the way.   I’m pretty forward with this message, but I'm just trying to use what I taught my sister as an example.   Yeah, yeah, it’s certainly scary.   Yeah but this could happen! Yep, it could've.   But that could happen! Yep, mm-hmm.   ...I mean, seriously, what do you want?   Be willing to behave differently in order to be a different person and live with those who live differently.   The rest of the masses are clinging desperately to status quo.   The rest of humanity's like, “Please please, accept me!”   ...that's what they're doing!   You gotta behave and operate differently to be different. So I'm gonna go do things that are unorthodox.   … “but Stephen, it could be risky?”   Yeah, so is sitting on my butt on the couch and waiting for a slow, painful death knowing that I've done nothing in my life... and that I've NOT done anything to my full capacity.   ...AND I've NOT reached my potential.   That is hell on earth in my opinion, and I will NOT live that way.   I’m asking you to do the same.   Get tough with yourself and figure out what you need to do?   I’ve found that I cannot voluntarily place myself very easily in situations where my back is against the wall. I need to create an environment and a scenario that supports me….   So I left my job   I brought on employees   I brought on teams   … it wasn't a risk, we had the cash flow, but then it got tight.   Q: So what did that do?   A: It made me learn how to get more cash flow.   Does that make sense?   MY BIG GOAL   I talked about this in my goal video for this year… (I want to hit 4 million).   I'm trying to figure out the next thing in my life that’s scary. That legitimately scares the crap out of me.   … because it will cause me to behave and level up as a human being faster than me just willing it into existence.   Just willing it, never works. I must do it with an environment.   NOW…   Take a moment to sit back and be introspective…   You have something in your life that you've been wanting to do. You know it's there, but you haven't done it because you're staying comfy…   We've all got something…   For me, it's my book.   I know how in depth I'm gonna dive on it in order to make sure I've got everything set and my bases covered. It's gonna be a month long project.   I think I'm gonna take all of June just for the book…   So please take stock…   I dare you to write down what you know that you've been wanting to do, and then start thinking through how you can orchestrate an environment where your back is voluntarily against the wall.   I mean truly against the wall, no let out.   ... and then you’ll do things differently to how you've ever done them before in your life.   You'll look back in three years:   “What? What's up son, uh! You a bad Mama Jama!”   I look at myself and go: “Holy crap! Look what you got done! Wow, very few people have done that. Why did that work?”   …  and it’s because I was willing to feel a little bit of pressure!  #EUSTRESS   P.S: Do you like Russell’s face on my phone?   I did NOT make these!   Someone at Funnel Hacking Live handed them out.   I don’t remember who, but someone handed me a huge sheet…   I am NOT printing Russell Stickers and putting ’em on things… just so you know ;-)   Hey, just real quick:   A few months ago Russell asked me to write a chapter for a secret project he was doing. I had to write a chapter for a book, this was the letter I got from him.   He said:   "Hey Stephen, let me ask you a quick question...   You suddenly lose all your money, along with your name and your reputation, and only have your marketing know-how left.     You have bills piled high and people harassing you for money over the phone.   You have a guaranteed roof over your head, a phone line, an internet connection, and a ClickFunnels account for only one month.   You no longer have your big guru name, your following, your JV partners. Other than your vast marketing experience, you're an unknown newbie...   What would you do from day #1 to day #30 to save yourself?   Russell Brunson   Hey, if you want to see my answer and a bunch of other marketers who also answered that in this amazing book and summit, just go to 30days.com/stephen.   You can see the entire summit, you can see the book, you can see what we wrote in there and each of our detailed plans. Just go to 30days.com/stephen.

I try to pay myself as little as possible, but ONLY for this reason... Here's what I'm ultimately building towards.   Would it surprise you to know that, even though I came pretty close to hitting $1,000,000 this year, the amount of money that my wife and I live on is less than half of what we were getting paid when I worked at ClickFunnels?   Out of all the money that comes into the business, I take just a tiny amount to live off…   I’m not saying it’s fun, but I’ve got my eye on a bigger prize. I'm focused on building a long-term asset.   I know that if I just focus for 4 years, then it's gonna shortcut 40 years!   Some people have asked:   What's your long-term vision?   What's your long-term goal?   What do you do with the money once it comes in?” So I decided to share my 30,000-foot-view strategy with a small group of people in my OfferLab Program to help them understand a little bit more about the game I'm playing.   OfferLab is the equivalent of my Mastermind or inner circle. It’s where I share the most of my nerdy geek out brain.   I don't think I've ever actually shown this to anybody outside of that group…   Frankly, one of the major reasons why I left ClickFunnels is that I realized I couldn't pull this plan off while I worked for somebody else.   Insert *Massive Disclaimer* Here:   I’m NOT a financial advisor. I’m NOT an investment person. I'm just telling you this is what I'm doing and this is how I look at things.   The reason I'm sharing my plan is so that you can start thinking through your long-term strategy as well.   WHY I TOOK A HUGE PAY CUT   I hardly paid myself at all in 2018. Even now, my wife and I, are just scraping by…   That might shock you, but it's actually on purpose because I'm dumping in all the cash I make back into:   Building a Funnel Team   Creating Mind-blowing Content   Increasing my Web Presence   My plan is NOT to live off the income from my funnels or any of my time that I contract out. I'm really playing long term, top-down strategy…   I have a plan, I'm working the plan... and the plan's working.   Making a million bucks is not that crazy. Everyone will most likely do that in their lifetime...   I don't wanna die and barely have made a million bucks…   What I really want in the end is philanthropy. I wanna go do cool projects. I really wanna go help domestic and international, but that takes money.   That takes a lot of crap to be able to pull that off, so that’s why I'm trying to freakin' dominate right now.   BUYING BACK YOUR TIME   Most people start by contracting out their time in a service business.   These are the things that I am doing right now, it's everything from:   FHAT events   The One Funnel Away Challenge   The 2 Comma Club X   My own funnels   My own projects   Coaching is definitely part of my major service-based business.   Everything I get paid from Russell usually ends up being about a fifth of my monthly revenue. Everything else, I generate on my own. I'm very proud of that. I’ve worked my face off for it.   But when the cash comes in I'm using it to develop something that's long-term because the downfall with a service business is that it takes a lot of time, and usually when you get paid money, the work begins.   The benefit of a product business, physical or digital, is that once you pay the money, typically, the sale's over. It's easy to get into the service business, but you eventually gotta move into the product business to buy back your time.   What is it that's going to release you and buy you back your time in the long run.   PLAYING THE FUNNEL GAME   Funnels are extremely effective, so you need to have a plan for when the cash comes rolling in.   I've been part of multiple funnel launches where we almost bankrupted em’ because we sell too fast. I know the funnels work.   That's not the problem, but sometimes businesses aren't strong enough for the funnels that I build.   ....then a lot of times, once people have made all their money, they don't know to do with it.   You might be thinking, “Oh, that'd be a nice problem to have.”  And yeah, you’re right! *BUT IT IS A PROBLEM ALL THE SAME*   Most people don't know what the heck to do with the cash that they get from the funnel game because it comes in a lot faster than from many other businesses, especially when you leverage the internet.   You could have an entire funnel offline, but when you decided to use the funnel online as well... a lot of amazing stuff can go down.   I've got my time contracted out in several places, it’s not just theOne Funnel Away Challenge and the 2 Comma Club X...   There are several places where I contract my time out... that's the reason I'm hustling so hard right now.   There are two value ladders I'm building out, a front-end business, a back-end business…   I need the outcome of having a team that handles more of the creative decisions for me... and I also want to create mind-blowing content.   You wanna change an industry, you change the content that they are consuming.   So this is the strategy; this is how I'm doing what I am right now…   BUILDING A TEAM   I grab my revenue, and I dump it into:   My own funnel team   Mind-blowing content   Then all I do to turn the gears...   My input is the strategy and critical creatives.   Critical creatives = No one else can write my book for me.   I have an author who's helping me with the initial draft, but I will definitely rewrite it a billion times.   So in order to turn these gears, I need to put in the strategy and creatives that that represent my part of the brain that no one else can do It's my shtick, it's my thing. Offers, funnels... that's me.   I'm trying to be the best, so it's kinda hard to find other people in that area, so I'm NOT gonna try and outsource that part of it. I think that's stupid.   Then all the revenue that gets generated supports the teams. The other income I get from Russell (about a fifth of my revenue), the rest of the income I create, I dump all of that back in.   I'm really stoked, guys. I found out that I actually miscalculated how much money I made last year by a good chunk. I forgot about another account... so it was about almost 900 grand that I did my first year on my own, starting with no product, no funnel, no nothing, and that's really awesome.   The teams are handling the 80% while I do the critical the 20%. I was doing 100% for a long time.   Then all the cash that comes from the 80%... I'm still NOT taking money from it. Here’s an overview:   2018 = the goal was to create services and assets to bring in cash to build teams   2019 = The goal is to build a web presence and have my teams take on 80% of the work   2020 = I'm I'm rolling the cash from everything I create into my next thing… (more about this later) ;-)   This is how I've NOT:   Taken on any debt   Borrowed any money   I've never put a dollar of my own in my own companies, and it's because only take a tiny amount of money to live on... and I roll everything else back into the business.   I've only been away from ClickFunnels for a year, and it's pretty amazing what's happened. It’s to toot my own horn. I'm just saying, it works...   WHAT ABOUT AFFILIATE INCOME?   I don't even treat affiliate cash like profit. I use it as investment cash to go launch expensive things that I don't wanna pay for out of my own pocket or business pocket.   The One Funnel Away Challenge is something I run for ClickFunnels on the daily. I coach and go live with people to help them to build funnels and overcome challenges, and it's a lot of fun.     A lot of lives are changed by it, and it has kind of a soft spot in my heart. When you promote The One Funnel Away Challenge you get $100 for every person who signs up, which is pretty awesome, right?   A lot of you guys have seen me talk about it, you've probably seen my emails…   Well, I ended up selling 388 copies of the book. I was like, “What? That’s 38 grand!”   Now, I'm not the kinda guy to just be like, “This is how much money I made in that amount of time!” That's NOT what I'm saying. I just put that money back into my business...   WHAT NEXT?   So the next thing I'm doing is rolling all that cash over into other assets.   For me and my wife, the asset type that we want to marry is real estate. I'm gonna go in and grab apartment complexes... that's our plan.   But even when I have those apartment complexes and the money they’ll bring in, I'm still not gonna be livin’ it large. Instead, I’ll take that money and roll it into more real estate. I’ve started looking already.   I’m gonna roll the money those assets create back into more real estate. Then those assets will create more assets.   One of my favorite lessons that ever came from the book Rich Dad Poor Dad is that assets create assets... then assets create luxuries.   Someone reached out  to me and said, ‘Stephen, you make more in a month than I do in a year.” I was like, “Correction, my business does. That's true. At this point, (Jan 2019) Me? No!”   The money that I live on is tiny… there’s maybe a little glaze on top... a little sesame seeds on the buns every once in a while, but that's basically it.   The asset goes in and creates cash and rolls the money back into more assets.   ...And that's gonna happen for an undisclosed time, and then, finally, then... I will start living large.   This is a four-year plan that I'm running, and year one went really well; it's totally working.   If you don't have a specific plan like this as you move forward, that's okay. Just know this is what I'm doing:   PHASE #1:   My own money   My own funnels   All the stuff that I'm building   Other stuff for other people   High-ticket events   Low-ticket events   2 Comma Club X   ... all the places where I’m contracting my time.   What's fun is when you transition from the service-based business to the product-based business.   Some people do that out of the gate because then you start to make even more margins... and get your time back, so then you can start building a team.   PHASE #2:   I take all that money, and I rolled it into:   My team   Mind-blowing content   A web presence   My input now is only like 20% of each product instead of the full 100% because these other guys are doing all the stuff. PHASE #3:   I take all that cash, and roll it into different asset accounts… they're savings accounts, but I hate that word. It's really a storage account like Grant Cardone talks about.   It's a storage account where we're saving up a lot of money so that we can roll that into apartment buildings.   Then that apartment building will roll on top of itself until it buys the next one, and then both of those until they buy the next one...   The aim is to buy a new asset (#apartment building) once a quarter from the money created from other assets.   PHASE#4:   Assets create luxuries = I get to live large and focus on philanthropic work.   ARE GURUS DIFFERENT?   So when you think through how your strategy in the entire game is played... it's fine if you don't know beginning to end, but I would at least try and figure out your 30,000-foot view.   IMPORTANT: I did NOT know all of this before I started moving forward. Please hear me when I say that.   If you're like, “But Steve, I don't have a top-level, 30,000-foot-view strategy. Do I need one before I start moving forward?” No, you don't.   Just get the funnel out the door, and then as you move forward things will begin to form and crystallize. All these opportunities that you didn't have before will start to appear, that's just the name of the game.   The longer I've done this, the more I've realized that, honestly, one of the major things that keeps some of these gurus where they are is... the fact that they have a team. It's literally their speed. That’s the difference, nothing else.   A lot of them don't even know much more than you. It's true. The reason that they've blown up is that:   They have a web presence   They've got more content out there so they're easily more findable   They're actively creating more and more campaigns to sell the same products a lot of times   They just drop their content while living a cool lifestyle because they've rolled all that cash over into other asset types   Pretty cool, huh? Now you can play the long term game too!   Until Next Time - Viva La Capitalist Pigs!   Hey, many don't know that I actually made my first money online as an affiliate marketer.   If you wanna know how I funded my entire company without using any of my own money EVER? You can learn to do the same for FREE at AffiliateOutrage.com.  

Boom, what's going on everyone? It is Steve Larsen and you're listening to Sales Funnel Radio.   Today I'm gonna talk to you guys about product evolution.   I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business.   The real question is how will I do it without V.C. funding or debt, completely from scratch. This podcast is here to give you the answer.   Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels.   My name is Steve Larsen and welcome to Sales Funnel Radio.   What's up, guys?   Hey, I'm excited for today, got the whiteboard with me if you guys are watching on YouTube. If you're out listening on iTunes or some other place, welcome. I'm so excited about this.   This episode specifically has been a long time in the making. I'm very excited about it. I have gone through and I have I spent the last hour and a half just thinking through it alone. Let alone the months prior.   I've been trying to figure out how to describe this very critical lesson. And I don't know another way to be able to describe this except for like two or three stories. So I gotta tell 'em here really quick…   What I'm trying to do is…   I first want you guys to know right, this episode specifically is all about how I create good products. I'm not talking about offers, I'm talking about products. Products and offers are totally different. And I'm here to talk about product creation.   Now I had the good pleasure in one of my semesters in college... I'll never bag on college. I think it's good. It's not how you make money though, but it does open up the noggin a bit, right?   So anyway, one of my semesters in college was kind of cool 'cause the professors walked up and they said, "Hey, check it out. You have no classes this entire semester. Your only task is to make as much money as you physically can." That's what the whole semester was…   They assigned us a random industry. And I got stuck in the food industry. If you guys know me personally, you know I am not a good cook. I was like “Crap, I don't wanna be in food, put me in the knick-knack. Put me in you know, the e-com space. I was like food, seriously?”   But it ended up being the best education I got the entire time I was in college. And it was fascinating.   At the beginning what they did was they put us into groups of like 15. So we're in these small groups, and we went on this retreat. They brought us up and super high mountain place for like three days and, we just did a whole bunch of like team building stuff.   I always made fun of that stuff, but if you guys ever heard of the terms Form, Storm, Norm, Perform? Meaning you're gonna get with a group of people, people are gonna unofficially be assigned roles.   You're gonna fight with each other and then finally the team can actually start producing, right. Well, we did that in that three day period. And that was one of the reasons they did it so fast with us.   Anyway, so we go in, #1: we start brainstorming cool product ideas.   We went through and we started writing out ideas for the name of the business, for what the product is gonna be, what the price point should be.   We were all over the place just coming out with this crazy deep dive of what we think would be best to sell.   Well, when we came back out of our high mountain escapade, it wasn't challenging or anything, it was a lot of fun though. When we came back they said, "Hey, you know what's helpful is to start asking your customers about what is it they wanna buy." And they started teaching us about design thinking.   Design thinking, meaning: here's how to actually think in order to design cool stuff. And they started teaching us these really cool processes. It was really really fascinating, it was a ton of fun.   And among those techniques were different brainstorming methods - different ways to go through and create products with customers. Which is where a lot of what I know comes from. It's really really cool.   Well, I remember there was this really fascinating point where they started telling us we had to keep a journal of what we were learning each day. And I found the journal, and I just read it for the last little while … and this thing is full full full full full, okay. And super awesome.   I started reading the journal entries and what I was writing, and I'm so glad I took it seriously 'cause like there's some good crap in here. It's fascinating to see what they were teaching us.   It was a combination of how to be creative, mixed with what they call data-driven decisions.   And I'm not the first person to ever say that at all. But that was when I was like, “Oh yeah, that makes total sense. Why would I not make decisions based on data? That makes sense. There's security in that…”   Remember, I'm specifically talking about product creation here. So I'm gonna go through 3 separate things on how to actually create products.   Some of these stories, some of you guys may have heard in the past, but I don't think I've ever done an episode where it’s kind of laced altogether.   So first of all, remember I'm not talking about offers. I'm not talking about offers at all. I'm talking about product creation and how to make sweet products that make people be like, "Oh my gosh, that's so freaking cool."   The first time I ever learned about this was data-driven decisions, right. Meaning I can go out, I can see what other competitors are doing - essentially funnel hacking, right?   I can start asking and see what other markets are doing; what other products are doing, how they're making money?  Very very data-driven - obviously data-driven decisions.   What was interesting is like as we started pushing forward and as we started learning these cool techniques and methods, I started having these really massive “aha's” on what actually created good products.   I've told this story in the past, but … so the guy, the professor that was assigned to our group, was not allowed to intervene with us at all. Only when we asked specific questions. So it was very much like, “Let's throw you off a cliff and see what you do in free fall.” And the whole semester was like that. It was a bunch of fun.   Anyway, so I was voted to be the CEO at the beginning, and what was cool is I got a lot of really cool interactions with him. He kind of became one of my first unofficial mentors, and I spent a lot of one on one time with him.   He was fantastic. He was the CEO of Denny's and of Pizza Hut. The guy invented stuffed crust pizza,... ahhhhhh!  He was the man. He was super cool.   Well, one day he walked in and he goes, "Okay, this is what we're gonna do. I'm gonna teach you guys more ways to brainstorm effectively." And so walked in this room and there's like toys, like child toys all along the tables. Child’s toys all over the place.   There's Play-Doh, Silly Putty, there's Lincoln Logs and K'nex. There's Legos - there's toys all over the place. Any kind of toy you can imagine, all over the place. The room is filled with 'em. And we're like, “What the heck?”   This professor was awesome; next to him was a squirt bottle. There was one person that was the scribe, and they'd stand up and write down on the board the problem we were trying to solve.   We were like, “Okay, here's the problem -we're trying to solve this.” And we would start writing different solutions down. He would watch like a hawk and when somebody said something that was like a negative reaction…   Let's say we're gonna figure out how to solve world hunger, and somebody's like “Oh yeah, let's feed the world with Big Macs!” And I'm like, “Eh, I don't know if that's a good idea.”   Any kind of negative reaction, he would take the squirt bottle and shoot it in our face and yell, "Bad kitty!" And he would start spraying it at us. The guy was crazy, he was awesome though. He's the man...   What he was trying to teach us... and I wrote this down in the journal. I said: “Ridiculous ideas are essential in the creative process.” That's what I wrote down.   “Ridiculous ideas are essential in the creative process!”   And what was fascinating about this process is that we would start with an idea… We found out the market wanted empanadas. I didn't even know what that was…   I was like “Okay, right.” What if? How could we sell it this way? How could we sell it this way? And when we actually started realizing that when we started brainstorming, this really interesting stream of events started happening.   We started listing out tons of our own ideas - which is great, but to do this we had to get inside this creative zone where there was no judgment.   I’ve found that that is one of the major reasons why people I’m coaching now do not move forward; they’re afraid that their ideas are stupid. They're afraid that they're gonna be exposed as a fraud.   There's some imposter syndrome going on. Like, "Oh my gosh, people are gonna find out that I'm really not this amazing individual."   I was like, “Well, you're literally creating a new identity. Of course, you're gonna feel that way, right?” I've totally had imposter syndrome in my life, I totally get that.   But what's interesting about this is you have to give yourself license to go to the crazy zone. You have to give yourself license to be able to go into these spaces. The areas where like “Hey, you know what? Let's write some crazy stuff down.”   When I was doing the FHAT events, the funnel hack-a-thon event at Clickfunnels, one of the ways I would teach them... when we sold the original 2 Comma Club Coaching Event it was the night before we were gonna sell something we sat at a board... it was Russell, Dave, Brent, Melanie, and myself, I think that was all in the room... and we  just started writing down cool things that we could offer for this package.   We wrote everything down that was crazy. I want you to know that we use this. We wrote everything down that was nuts:   They're gonna come for this three-day event.   They're gonna fly into this crazy place called Boise, Idaho.   They're gonna stay on Russell's pajamas.   They're gonna brush their teeth with Stephen's toothbrush in the morning. Oh yeah, they're gonna love that, oh my gosh.   We’d go in and we write down all these things that are like, nuts, right? They're ludicrous, and we write that down. All this stuff, and then we'd go back and we'd cross out all the stuff that's totally unrealistic.   Okay…   They're probably not gonna stay in Russell's pajamas...   You know what, they're not gonna use Stephen's toothbrush, that's a little weird...   You know what, his wife's not gonna make breakfast for them...   They're not gonna stay at his house. It's a little bit crazy…   But what we're left with at the end this was a product or an offer, you can use this for products or offers - ('cause remember they are different) that is prolific. That is new, that no one's ever really done before. But is also from a place of security. It's really interesting.   So data-driven decisions, super impactful. Super powerful. Should be amazing, but there is a hindrance inside of it…   You guys have heard this story before as well, alright...   My wife was pregnant, we literally were driving to the hospital to have our first baby...   Just before I move on... the whole point of this one is I want you to know product creation very much involves data-driven decisions. Very much involves data-driven decisions.     ...Said in another way, “Funnel Hacking.”   That's data-driven decisions. That's where you farm data. You see what's already being done.   Moving onto the next one... Number two of three here.   My wife and I we were going to the hospital to have our kid...   The flaw with data-driven decisions is that when you go in and you start doing things like an ask campaign, right…   I was texting Noah Keegan in the hospital. We're about to have our first kid, and I was like, “Hey dude, what's up man?” He had this offer where you could text him before you actually bought. (I know I've just told this story recently so just to recap for those of you guys that didn't hear it, right.)   I was texting him, I was like, “Hey dude, I've got all this data…” That's basically what I told him. “I've been asking all these people and I wanna go launch this business, do you think that's a good idea?”   I can't tell you how many times I get asked that on stage in the Q & A section. "Do you think that's a good idea?" I get asked that all the time. I Five years ago, I asked that same question to Noah Keegan.   I was like, “Hey what's up?” And he goes... I should probably ask him about this. See I don't know if he remembers it, maybe not. But it was about five years ago. My kid's almost five…   Anyway, he texts back and he goes, "I don't know."   I was like, “What do you mean you don't know? I've asked all these people that this is a great product idea, and I said is this a good product idea and they said yes, so, therefore, I should go do this product, is that right? I should probably go do this?”   And, he's like, "Man, I don't know." And I got all frustrated - and so did he.   I was like, “Dude, all these people have said ‘Yes.’ I've collected tons of data, I've done my homework. Should I launch it?” And he goes, "Dude, I don't know. I let people vote with their wallets not their mouths." And I was like... it's interesting, right?   So the data is important. It shows you where the yellow brick road stopped, right. It shows you where you need to get to, but it's not what creates something that's prolific. It doesn't get you that extra step out.   It doesn't help you create that next brick. It just helps you know that you're creating something that is somewhat secured. Does that make sense? This is a huge thing to understand.   … ‘Cause most people that do this will be like, "Do you think this is a good product?" And then they go ask like their friends, family or someone. They're like, "Hey check this out, my parents said this was a good idea. Do you think this is a good idea?"   I’m like, “Are they gonna be the ones buying it in the first place?” “Erm...Well, No." “Then why the heck are you asking them?” It makes no sense to ask if that's a good product if they're not the ones gonna be buying it anyway! Right?   You're not the one buying your own product, so your opinions only matter “this amount.” (small gesture) Does that make sense?   The market is the one that pays for it. You don't fill your own wallet, right? So data-driven decisions have massive massive flaws inside of it, as far as creating prolific products. Huge, huge flaws inside of that.   Next one I want you to understand - this comes from a book I've really been enjoying lately called Niche Down. Really really awesome. Right at the very beginning of the book…   I can't agree more with what this guy is saying. I was laughing so hard when he said this. One of the things I've been saying a lot lately is that your whole goal in product creation, and your whole goal in funnel building, your whole goal in market creation, is to be different, not better. Different not better. Alright.   When I ask people, “How come I would buy your thing over the next guys?” And they default to, "Well, 'cause we have a better this, we have a better that, we have a better this over that." I immediately already know they're gonna be strapped for cash.   It's not enough of a reason for someone to jump. It's gonna become a feature war really fast. It'll become a price and a feature war super fast:   Your goal is to become different, not better.   And I was laughing because this book right, Niche Down, says, "It comes down to leveraging the exponential value of what makes you different rather than leaning on the incremental value of what makes you better."   And I was like “Hallelujah!” I was sitting on a plane when I read that, and I was like “Wooo! That's exactly it! That's 100% exactly what I'm trying to say.”   Your product should be different, not better.   It's a very subtle way to think about that.   I was on a Q & A for 2 Comma Club X a little bit ago, and that's exactly what I said and I was like, “It's about being different, not better.” And I think that that's a better way, it's an easier way, fast way, to understand what it is that we're trying to share all the time.   It's about being different, not better. If I'm like, “Oh, this is a better widget.” That's gonna be rough, that's gonna be really really rough. Anyways, let me move on here…   The third thing here is this game, (again remember I'm talking about products, I'm not talking about offers and I'm not talking about markets or categories)And you feel like Stephen, that is a lot of vocab. I understand that, and I understand a lot of my podcast lately has been definitions - which can be freakin' annoying and boring…   So I'm trying to keep it engaging, trying to keep you very involved with this and hopefully, you guys have been enjoying this? But I want you to understand that it’s not about going out and creating something that is brand new, totally prolific - something that nobody's ever seen before, you know what I mean? That's what college taught me until I got to this semester here…   So in that business where I was in that food semester, right, where I was creating that business, we ended up doing two to three grand a week in sales to poor college students. We did quite well. We made a lot of money in that.   I had a lot of false beliefs and fears melt away as we started building that. And it was awesome, super cool.   At the end of it you go and you donate all that money out to charity and such, and so it was a bunch of fun. So anyway, we went and we made a sizeable amount of money. And I sat back after that semester was over, it was easily the most impactful one that I had in college, and I sat back and I remember thinking like, “How can I teach what I just learned?”  Because I was already very aware that I needed to coach other people for me to speed up my personal progress. It's one of the reasons I do these episodes…   And what I did, I actually wrote a chapter of a book. I didn't finish it, but this is it guys, I freakin' found it, how cool is this? It's awesome, it's only like 60-ish pages, but I was just trying to write down and encompass the things that I learned.   I should probably put this in the new book I'm writing now.   I'm writing an offer creation book which I'm super stoked 'cause there's not really a book out there like that…   So anyway, it was it was; “How a group of college students used these 5 rules to get our business off the ground in a week for 3K a week.” Which is awesome, right!   And I went through and I wrote it down and one of the points that I wrote…   I'm just laughing because I just barely found this thing in like some cupboards and stuff. And I went and I found it and I was like “Oh, check this out!” And there's this whole idea that I was trying to put across.   Most of the time what people say you need to have, right, this totally brand new thing, something that's completely prolific. But that's not the case at all. I call that The Product Big Bang Theory.   Bam, this brand new thing that's never been seen before just pops out, boosh. Product Big Bang Theory. Product Big Bang Theory is like so risky! It's like blue oceans that are truly blue, that truly nobody has actually seen before. Those kinds of products exist. But they’re risky to create.   The product is cool, the product serves a real purpose, the product actually solves things, but it is not marketable. Does that make sense?   It's very hard to make money on a truly blue ocean. 1991 is when the internet became publicly available for the public. It was being used way before that, right? The infrastructure, the whole economy, there was no infrastructure available for something like the internet for such a long time.   The book Innovator's Dilemma talks about this very concept. It’s by Clay Christensen from Harvard. That guy's amazing! It's the exact same concept. You can go too blue.   So it's not about product Big Bang Theory - it's about product evolution.   Again, talking about products, not markets. Products, not offers.   It kind of ties in with data-driven decisions: you're gonna go and you're gonna funnel hack and you're gonna figure out how far somebody has carried that product and then you're gonna figure out what you can add to it to make it different, not better.   Does that make sense?   I know I've dived into this quite a bit, and this is kind of a more technical episode, and I'm trying to make sure that like people understand what I'm trying to teach when I share this kind of stuff.   It's about:   Product Evolution, not product Big Bang Theory.   Using data-driven decisions to make you different, not better.   Most of the time people make data-driven decisions, they take data to make them a little bit better than the competition. That's great to do once you already own a category - but it is not the way to dominate a category.   You must craft something that has never existed, a category that's never existed and then use a product evolution to actually get people into that new place. That make sense?   That was deep, probably too deep. I've done a lot of episodes and I can feel there's not enough story in this one, but hopefully, that makes sense to you guys?   This is the whole idea:   We take market data, meaning you ask people that hopefully will purchase from you.   You add, right, you add the ridiculous ideas - that equals good products. Attractive products - products that are talkable.   That's basically it. That's how I do what I do:   I see how far people have gone.   I come and I add ridiculous ideas on top of it.   I take away the things that are just not realistic.   And I'm left with good products that people are like, “Crap that was awesome, no one's ever done that before.”   And I'm like, “I know because I've done my research.” I've gone through and I'm like “Hey check this out. Oh, this is what everyone's doing, this is how everybody's delivering that product.”   Then I just go in and I lace in my own crazy, I lace in my own prolific zone. And when I add those two together, that's honestly what leaves me with good products. (I'm talking about products again, not offers.)   Anyway, guys hopefully this is helpful to you?   This is a deeper episode, I don't really like to go this deep on that. And I promise I'll go more story based so that they're more interesting to listen to, but hopefully that makes sense to you? Hopefully, you see why I do what I do in this stuff... And what's going through my head when I start to see someone's product, or their offer, or whatever they're doing.   This whole game's so much more formalized and more formulated than I think people realize…   It's not a scary thing - there's just a formula behind it. And once you learn the formula, it's not that hard.   Dedicate yourself to learning the process. Fall in love with the process, fall in love with the personal process that you're going through as you develop into a character that can create and own that product.   Most people are not the person they need to be in order to deliver the product to the market. So fall in love with the process of it. Don't judge yourself, it's okay.   Start learning to enjoy as you move forward and start moving down the road…   I got one last quote here, okay. Oh crap, let me grab it. I dropped the book thinking that I was done here and I'm not. Check this out. I don't remember who said this:   "Enlightened trial and error succeeds over the planning of the lone genius."   That's awesome. "Enlightened trial and error succeeds over the planning of the lone genius." '   So just act.   I'm not trying to cause analysis paralysis in anybody:   Create your first iteration of the idea.   Go try and sell it.   See what happens.   Then take what they did and didn't like an make adjustments.   Then relaunch.   Then take the adjustments, and go relaunch again.   Then adjustment and relaunch. That's all the game is…   That's all the game is. Pretty soon, you got it. That's the reason why we say “You're just one funnel away.” 'Cause honestly you are:   If you know you got a good idea.   If you know the market's telling you “Yes.”   If you know there's a place for you to do things differently, not better.   Then just keep rinse and repeating, rinse and repeating, and suddenly it'll hit.   Some of my products right now, like the Secret MLM Hacks one, that's the third time. The beginning of this year was the third time I've launched that product. Isn't that fascinating?   Anyways guys, thank you so much, appreciate it. Hopefully, you guys enjoyed this episode? I know it was a little bit deep and I promise they will not be that crazy in the future. I just had to get this one out because a lot of people ask.   Alright guys thanks so much, I'll talk to you later, bye.   Boooom, if you're just starting out, you're probably studying a lot. That's good.   You're probably geeking out on all the strategies also, right? That's also good.   But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?   That's also what I struggled with for a while until I learned the formula. So I created a special mastermind called The OfferMind to get you on track with the right offer, and more importantly the right sales script, to get it off the ground and sell it. Wanna come?   They're small groups on purpose - so I can answer your direct questions in person for two straight days. You can hold your spot by going to offermind.com. Again, that's offermind.com.

Boom! What's going on everyone. This is Steve Larsen and this is Sales Funnel Radio. And today you're going to hear my interview with the one and only, Mr. Russell Brunson.   Now, I've been wanting to get him on the podcast for quite some time, but I wanted to do it when I could actually promote something that he was interested in as well.   Russell is the guy that originally started teaching me offer creation, and I wanted to make sure that there was as an offer for him, but also for you guys.   What you're going to hear in this episode is behind the scenes of why he's come up with his latest book.   A lot of you probably don't even know that he has a new book?   It's not Traffic Secrets, it's not Expert Secrets, it's not Dot Com Secrets, it's another book.   It's literally 550 pages, and he had 30 gurus come in and contribute to this book.   You guys are going to hear why he set it up, where he got the inspiration from  for it. Why he rehashed the idea, and why he's gonna actually produce it for everyone now. This is really awesome.   This is obviously my favorite interview I've ever done for obvious reasons. He is my friend. He is my mentor. I look up to him like crazy, and love hanging out with him. Anyway, I am very honored, very thrilled.   Russell and I are just going to shoot the breeze for little while, and then we’re gonna dive deep into some reasons why people are NOT successful as funnel builders. We see these reasons all the time, and luckily we talk about them a lot in this episode.   You guys are going to learn from the CEO of ClickFunnels himself about what makes a funnel builder successful, and what makes them destined to not be.   Anyways, I hope you guys enjoy this. Let's cut to the intro and we'll get straight on to the interview.   Guys, thanks so much and if you enjoy this, please go thank Russell.   THE RUSSELL BRUNSON INTERVIEW:   Stephen Larsen:     What's up, guys? Hey, I am excited. You guys obviously see the video right here, and you see who I have on. I'm very, very excited about it, though.   I am, uh ... Frankly, I've had a hard time coming up with words to describe how I feel about this interview. I've been wanting to do this for a very, very long time, and, um, obviously ... It's Russell Brunson. He's the man. He's the CEO of Click Funnels obviously.   He has gone from icon of mine, to boss, to mentor, to friend, and I'd say brother now, and, uh, love him like crazy.   (Turns to Russell) Just really thank you for taking the time to be on here. So, obviously, just welcome to the show. Thanks for being on Sales Funnel Radio.   Russell Brunson:    Yeah, man. This is an honor. I was hoping you were gonna ask me eventually. I'm like, “Gosh, this is only funnel show I've never been on!" Anyway, I'm just kidding. I'm super excited and proud of you man.   It's funny 'cause I think the event that we first met at was where I was like, "Everybody's needs to be publishing! Everyone needs to do a podcast.”   And you were like, "NO!" And then you went and did what most people don't do. You did the thing that you knew you needed to do but didn't want to do. You just did it, and now it's been like …Yeah, that's such a good lesson there for everyone.   But that was the first day we met, it was probably the day or the day after that.   Stephen Larsen:     Yeah.   Russell Brunson:    And now look ...Fast forward two or three years later... it's amazing what you've accomplished, and where you've come. It's awesome.   Stephen Larsen:     I appreciate that thank you.  A week later I was sitting next to you, working there, and I was like, "I don't want to publish. I'm not going to publish." And you're, like ... taking your phone, "What's up everyone? It's Russell Brunson." And, you know, then you're on your podcast, "What's up? I'm Russell Brunson." On your blog, "What's up? It's Russell Brunson."   And I was like, "There's something to this." And I tried ... I don't think I am ... Hopefully I am, but I am trying to be your best student. I really appreciate it.   Hey, I just ... I wanted to ask a few questions. It really means a lot that you're here ... You're changing the world. You're changing people's lives. You changed my life; my family, my immediate family. And now my extended family are all soaking up your stuff.   We have our own little groups. They're like, "This guy's amazing. Who is he?" I was like, "I know. I told you I wasn't crazy." You know? Like, "Listen to him! He's awesome!"   Anyway, ClickFunnels has grown. When I first got there it was at like fifteen thousand members, and I left when it was about sixty-five-ish.   It's been interesting to watch how the audience has grown. Both in terms of being funnel builders and marketing skills.   What do you say for the audience as a whole, the ClickFunnels' audience? Because, guys, if you're listening to me and you don't know about Russell and ClickFunnels ... I think you're a liar.   Every episode I talk about Russell and ClickFunnels ...   What would you say is like the recurring holes that people keep missing? What would make them successful if they just did that one thing?   Russell Brunson:    Yeah, ... it's funny, 'cause ... And I almost feel like this has been part of my mission, 'cause I remember when I got started ... It's almost 15 years now ...     I started learning this stuff. And I'm reading these books from these dudes who are all dead now, and I'm like, "What? What?" Like, “Freaking, right?”   I'm learning all this stuff, and I'm like, "This is the most amazing thing ever." And I’d go to all these conferences and these events. I show up and everyone's got a suit and tie, and they're all business-y and they're like boring as can be.   People are on stage talking about direct mail ... These things that are super exciting, and they talk about it. But they're so boring. Everyone's so boring. But I was excited by it.   So I'm listening to these boring people thinking, "Why is nobody freaking out here? This is so exciting." Like I can see the vision of it. And it was weird.                     So, I had to go to all these events, and study from all these people that ... They were just like more traditional business people that didn't realize what they had.   I was learning it, and spitting it back out trying to like share it with everybody. And it's funny, if you read my books, and obviously you They're not like, "Here's the philosophy of Russell.” ...   It's like, “Okay, I learned a bunch of a lot of people. Let me show you. I learned this from this guy, and this guy,” and like I'm telling everybody all this stuff.                     I feel like my job is just to make marketing exciting, because it is. Like it’s the most exciting topic on planet Earth. But when I came into this game it wasn't. The energy wasn't there. The excitement wasn't there.   And I think the biggest gap that people are missing is that they don't understand that the key to success is not in, "What's my product? I'm selling an iPhone. Or I'm selling Rhino Rush."  They think, “This is the key to business," and it's not. The product has nothing to do anything.   The only thing that matters is having a deep obsession with the marketing of the thing.   The people that are successful are the ones who become obsessed with the marketing - that's it. It's not  becoming that's the best product, da da da and all those kind of things. It’s those who actually fall in love with what we're talking about. Like what me and you geek out on all the time.   Like that's ... That's the biggest thing.                     I told you the story earlier today, but I was talking to Garrett White and he was telling me ... He's like, "Yeah, I had my mom sign up for ClickFunnels account.”   Because Garrett obviously, you know, he's 2 Comma Club and 2 Comma Club X. His wife hit 2 Comma Club - they're doing it. So, people in his family are, like, "What are you doing?"   So, he said his mom ... She created a ClickFunnels account, and she used it for a couple days. And she messaged like, "ClickFunnels is hard." He's like, "Mom, you're wrong. It's not hard. You're just stupid."   Stephen Larsen:     (laughing)   Russell Brunson:    I was like,"You told your mom, that?" He was like, "Yeah, she's dumb. She doesn't know it, but she's dumb.” She's looking at from like, “How do I use this software platform?” And not understanding that it's the marketing.   ClickFunnels is just the thing that you put pages ... Like, it's not that complicated, but it’s the obsession with the marketing that makes the engine run, right?  It's coming back the core fundamentals.   You are and I are working on a secret project and nobody knows about yet...   Stephen Larsen:     (laughing)   Russell Brunson:    But a hint of it is,  ... It's this challenge where the goal is to take the fundamentals of direct response marketing and make it exciting and fun - and then pound it in people's heads over, and over, and over, and over again.   Because mastering the fundamentals will do more for you than learning how to use ClickFunnels.   Master the fundamentals; understand hooks, story, offer, epiphany bridge - all these things that we keep talking about - and try to make exciting for everybody. You master those, everything else becomes super easy. It's not difficult on the backside.   It's those core fundamentals of direct response marketing that people don't understand. If we can make that exciting, and light it up for people, then everything else becomes really, really easy. Right?   And when you get fundamentals, then okay, go slap some pages together and sell stuff. But that's what people are missing... The geeking out on the marketing part of it. 'Cause when you understand that...   I can plug any business into this now, it's not difficult.   Stephen Larsen:     Yeah. You know, it's so funny, because I was like ... Someone's like, "Well, how do I make the page look? How 'bout this?" "It's not about the page!" ClickFunnels facilitates the page, but you're missing the whole point!   Anyway, you touched on something that I want, I've always wanted to ask you.   Russell Brunson:    Mm-hmm   Stephen Larsen:     Because this was like, uh ... I don't know how else to describe it, man. When I was first learning this stuff, right? And I'm laying there with my M16, and I'm reading "Dot Com Secrets."   I'm laying there, and I'm like, "This is amazing!" And I would l hide whenever someone would come around. 'Cause ... it was a training environment. I was, "This is ridiculous." And I wouldn't shut up about it, and I was like, "Oh my gosh, like, I've been looking and I finally feel like I'm finding the answers for why stuff has or has not worked.”   You just did a podcast episode about this; it was lonely. It was crazy lonely. And when I finally got to your Funnel Hacking live 2016, and I met you, and I met all these people.   It was the first time I totally felt like comfortable, you know, at home. How'd you deal with that before there was a Funnel Hacking live event for you to go to?   Russell Brunson:    (laughing) It's hard ... um ... I made a lot of bad decisions because of that feeling. I hired a lot of people who were friends who asked me a question about what I was doing. Like, "You care? ... um ... Do you want a job?"   Stephen Larsen:     Yeah, “You care?”   Russell Brunson:    Sure, and I hired everybody I knew. But that was a really bad decision. I've learned since then.   No, but I, I, totally get that I understand. It is super lonely - especially the beginning, right?   Stephen Larsen:     Yeah.   Russell Brunson:    If you have success it's easier to get in the groups and connect with people. But initially, it's like, nobody cares, and nobody believes in you. The people you love the most don't believe. That's the hardest thing I think. It's just...   Stephen Larsen:     Yeah.   Russell Brunson:    Man! Like, they believe in you, but they don't believe so much in the thing you’re doing, right?   Stephen Larsen:     Right.   Russell Brunson:    And you're trying convince them, "No, this is the thing." And they're like, "Are you sure? Because I'd love you to get a job, or I'd love for you to go to school." Or, you know, whatever the thing is. But it's, it's definitely it was lonely and painful.   I would go to these marketing events, back in the day, and try to connect to people, and I found friends there.   Stephen Larsen:     Yeah.   Russell Brunson:    But yeah, it was different because for most people it was their business, right? Like, "We're direct response marketers."   It's kind of like ...   There's another event that happened shortly after ours, I won't say the name of it, but there's two different letters that talk about what it is, right?   It's a great event, but the people that they attract the event are like the people in the company who do the traffic, they do the conversion and these things. That's their day job, and they go there in suits and ties and they're working on these things.   The people like us, who were like, "I am so tired and so annoyed that to go to bed, because I'm so excited about this thing, and it wasn't the fact, like, everything's fuzzy and I can't see the screen, I would just keep going. But I can't." Right?   The people who are obsessed like us - it took me a long time ... In fact, it was hard to find those kind of people.   I found pockets of them every once in a while, and I started become friends with them. That was my first kind of peer group. But it wasn't a lot of it.   As we launched ClickFunnels four years ago, we we're kind of creating this atmosphere ...  and I was like, “I want one of those to be a young hip exciting, fun thing where it's, like, we can, we can do that, right?” And the cool thing about ClickFunnels is the fact that we can ...   Like, before it was hard, 'cause like I'd geek out on something and I'd get the programmers, and then they'd be like, "Okay, I'll see you in a couple days." And you're like, "Arrgh !What do I do now?"   Stephen Larsen:     (laughing)   Russell Brunson:    Well, now we can go in there and affect change, and it feels so good to be the one that like, “Oh, I’m going to put a logo there. Oh, I just moved it. Oh, it's back.” You know?   Stephen Larsen:     Yeah.   Russell Brunson:    You can actually do that now.  But to start with, it was lonely for me, and so like I said ... I think part of the reason why the company was built the way it was, was because I was trying to build a platform for me and people I knew who were like me.   People who were, like, "I need to connect. I need to plug into other people, because, um" ... I don't know, there's something about 'em.” And you can sit down and have a similar language pattern to other people, and...   Stephen Larsen:     Yeah.   Russell Brunson:    Talk, and they get it instantly. It's just like, “Yeah!”   I remember the first time I met a couple people that were doing what I was doing, and I ... I remember telling my wife that I'm like, like...   Stephen Larsen:     “I found people.” (laughing)   Russell Brunson:    “I said stuff, and they were excited about it, too. Like, this is the coolest thing in the world,” you know?   Stephen Larsen:     “I'm not alone.”   What I love so much is that you have the Facebook group for ClickFunnels open. So, it's this safe haven for people who don't really know what it is yet, but like frankly need a home. And I love that.   So ... I asked, “What are the holes that these funnel builders often don't see?”   One of the biggest holes, obviously, you said “learning marketing.” How can somebody shortcut the learning of marketing? Cause it’s not like it’s a small topic. I certainly didn't learn it my “marketing degree.” (laughing) You know! It's not easy info to find.   Russell Brunson:    Yeah. Well, I think about how I learned marketing. Like, there's more stuff nowadays, right?   We're publishing and other people are publishing. When I got started, there wasn't podcasts, there wasn't Facebook lives. ... Sorry, I just lost my train of thought. Somebody texted me right when we were talking.   Stephen Larsen:     (laughing) It's good.   Russell Brunson:    My phone is turned over. So ... Sorry, my train of thought, I totally just lost it.   Stephen Larsen:     That's okay. Like, short-coding marketing. Like, how do I condense that?   Russell Brunson:    I apologize.   There weren't a lot of things you could learn it from initially. So the way I learned it is I picked four or five people I knew were doing good stuff. I was watching 'em. So, I would go and I would start just watching what they were doing. Like, intimately watching, right?   Stephen Larsen:     Yeah.   Russell Brunson:    I think that's what most people miss ... They go and they see the email, and they go, "Oh!" They go and they buy the thing. They buy the course. They're going to the course. Then all the sudden it's just like, “You missed it.”   Like, did you even notice:   Did you watch all the emails that came out prior to that? Did you watch the other people? Did you watch how they contacted JV partners? Did you watch how the Facebook ads started showing up? Did you notice, "Wow. Why is there an ad? Why is he talking about this thing where there's no, there's no call to action? Why would he do that?” Four or five of these different videos that came out and had nothing to do with anything. Then you see this thing, and there's some momentum, and stuff happens. Then people buy it. Then after they buy it, did you notice the second email sequence were they sold the secondary thing."Oh my gosh, like, nobody even saw it." They did the launch, but the money came from the secondary internal launch that happened to the existing buyers.   For me, it's like... I bought everything, but I rarely consumed the products. I was just buying to see the stuff. And I think you're similar-   Stephen Larsen:     Yeah. (laughing) I buy too much crap, man. I don't even go through half of it.   Russell Brunson:    It was probably like a month after you left as an employee, and you were in your home I was watching ... (Before your Instagram, though)...   Maybe it was Facebook live or something, you were like, "Oh my gosh, you guys! I just went through, like, every webinar that Russell's ever done. Check this out. Check this out."   You have on the floor.... It was like all the registration pages, then all the emails printed out. You were like, "Every time ... Email number one he talks about this. Then, email number two always goes to this. And email number three ..." And you're just, like,” find the patterns,” and like seeing all the things. And you're like “I downloaded the webinar. I listened to it, like, thirty times. I've got all your webinars. I’ve listened back-to-back-to-back  just to listen to your pitch over and over again."   And it makes me laugh, 'cause I guarantee you probably ... (I mean you probably did, but ... ) You didn't have to go through the course. I mean the value was going through the process of the course   Stephen Larsen:     Yeah! Stephen Larsen:     Yeah, that's the funnel itself!   Russell Brunson:    I got a certified letter from somebody today, who, uh ... It must have been somebody old, because they were asking for a refund for, like, a thirty dollar product. And so they sent me a certified letter, because that was easier than contacting customer support. But, as I'm reading this thing, I was laughing, because they missed it.   Stephen Larsen:     Yeah.   Russell Brunson They came to my thing to buy a book to teach to them marketing, and then they're asking for a refund for this free book. And they missed the whole point of the exercise.   It blows my mind when people come and they want to learn funnels from me, and I'm like, "Oh, go get my book." And, then they're like, "What part of Amazon?" 'Cause they don't wanna get stuck in a funnel. I’m like, “IDIOT!”   Stephen Larsen:     Yeah, like, “You idiot! What are you doing?”   Russell Brunson:    You'll learn more from buying. Buy slowly. Take screenshots like I do, like you do.   That’s the fastest way to learn marketing - to observe it, to watch it, and to respect it. Don't be annoyed, like, "Oh, they sent out three emails this week." Like, “Why they'd send out three emails this week?”   Stephen Larsen:     Yeah, what'd say?   Russell Brunson:       What is the purpose? What was the strategy? What were they doing? Did it work? Did it not work? Did I open it? Did I not open it? What was feeling I felt I read this email? What was the feeling? Am I paying attention to that?   Because that's how I figured a lot of this stuff ... I was just paying attention to what people were doing, and, like, what affected me and what didn't.   There's a couple marketers who I think write really good emails. Every time I'm, like, doing an email, I'll go back old email account from like the 1990s, right, or whatever it was.   Stephen Larsen: Yeah.   Russell Brunson:    Whatever, the old email address I have. But I was subscribed to everybody back then. And, I'll go in there ...     A lot of them aren't even still around, but I searched for their names, and, like, I'll see all the emails from that person.   I just read the subject lines, and I look at which ones were clicked, back in the day. I didn't click on all of them, but I clicked on some of them. You can see which ones have been opened and not opened in Gmail.   And I was like, “Okay, why did I click on that one? Why'd I click on that one? There's something that caused me to click on it, and the other ones didn't for some reasons. What was the reason?”   Go back to your old email, and just scan through, scroll through like 8000 pages in Gmail look at which ones you clicked, and then ask yourself, "Why did I click on that?"  Those are the things that help you to learn marketing.   Stephen Larsen:   I did that to yours the other day. I went in and searched ... I do that many, many times. "Russell Brunson." It shows me all your emails. I just start reading through them. I was, like, “That was awesome. Oh, my gosh. This is crazy cool. Like, that's super cool.”   Russell Brunson:    (laughing)   Stephen Larsen:     So, I wanted to ask... You got you got your book, “30 Days,” right? And, I'm super excited about it. Having marketers come in and teach what it is they actually did, and, and watching you selling the thing. Like, it’s such an awesome education.   Everyone, I want you to know right now, I'm not bagging against education or whatever, but it is better than my marketing degree - and I got a 3.8 baby, all right?   I did really, really well, and I don't use any of it. Right? None of it. Everything’s from Russell,EVERYTHING.   I got in fights over what Russell was saying with some of my marketing professors. Right? Because I knew what he was saying was real and true.   I know the story, but just for people listening, where'd you get the idea for the 30 day book?   Russell Brunson:    Oh yeah ... I think have it right here in front of me. I may or may not? Let me check.   Stephen Larsen:     Oh is it…?   Russell Brunson:    It's somewhere ... Anyway, uh ...   Melanie (Russell’s Assistant):     Hey, is it …?   Russell Brunson:    Well, I'll tell the story even if I can't find it.   Back in the day, when I first got started this game, and I was looking for how to get started online? I was in college. I was at Boise State, and this kid came out with something, and I can say his name, because ... So-   Stephen Larsen:     (laughing)   Russell Brunson:    Do you want the full story, or the part story? The full story's really good.   Stephen Larsen:   What’s gonna sell the book?   Russell Brunson:    I'll tell you the whole thing.   So, what happened. So, this guy named Joe Kumar. He's an 18-year-old kid, and he had this idea. It was called, back in the day, "30 Days to Internet Marketing Success." So, this is not a unique idea to me.   In fact, I hope that some of you guys clone this idea in whatever market you’re in because it's brilliant. Like, don't do my markets, because I will crush you.   Stephen Larsen:     (laughing)   Russell Brunson:    But, like, any other market, like, "30 Days to Dental Success." You should do that if you’re a dentist guru, right? "30 Days to Weight Loss Success," or like or, "30, like, whatever.” It's the model, right? But he did this thing, and he emailed a whole bunch of these “big name gurus” the times. He's like:   "Hey, if you were to lose everything, lose your email list, your customers, your ... your name, your following, and all you had left was internet access and your marketing know how, and you had bill collectors on the phone trying to call you, you have 30 days to get back on top what would you do?"   And he got, like, I think he had sixty people who each wrote a chapter. Like, "Day one: I'd do this. Day two, day three, day four." Like a whole 30 day plan.   When I saw that. sitting in my Boise State computer lab, I was like, "Oh, my gosh. Like,, this, this is the key." And I'd been ... I'd been trying a year, year-and-a-half to figure stuff out.   Stephen Larsen:     Right.   Russell Brunson:    And, uh.   Stephen Larsen:     What were you building at that time? What business were you on?   Russell Brunson:    I don't think I even knew. I was ... Yeah, I didn't have anything yet. I was ... I was trying to stuff, but I didn't have anything back then. Maybe a couple affiliate things?   Stephen Larsen:     You're saying that it took you a year-and-a-half, and you still hadn't figured it out yet? What?!!?   Russell Brunson:    We didn’t have ClickFunnels back then ;-)   Stephen Larsen:     (laughing)   Russell Brunson:    Yeah, so, I remember reading the sales letter 10x, and I was like, "I have to buy it." It was a $97 ebook. I'm like, "Urrgh."   Stephen Larsen:     Right.   Russell Brunson:    "Hundred bucks for an ebook!" But I was like, "I have to have this." And so, I bought it.   My wife and I were celebrating one year anniversary, and my parents, because I didn't have money at the time, invited us to go to Hawaii with them. And so I was like, “Cool.” So, I was going to Hawaii.   So, I printed them out. It would have been like 60 of these things. It would have been, like, six, seven hundred pages.   So, instead I printed out eight to a page. And I had them spiral bound, (and that's what I was looking for. You know, I had it here somewhere, but anyway.)   Stephen Larsen:     Oh, yeah. I've seen that. That's right. Yeah, yeah, yeah. Okay.   Russell Brunson:    Eight pages to a page, but it's two of these spiral-bound manuals.   And so I got on the plan, and from Boise all the way to Hawaii, I'm reading each of these little mini pages. And, I'm like, "What?"   When I read the first one, and it's this person's 30 day plan of how they'd get back on top. And was like, "Oh my gosh, that's brilliant." Then onto the next person's, then the next person's ...   And everybody's was different, right, but the core concepts of all of them were the same.   They all had their own little angle, and their twist, but what it all came down to was:   "I would create something amazing. I'd then send the sales letter to sell that amazing thing, and I would drive traffic to the sales letter."   I was like, "Oh, my gosh." I haven't had any success yet, because I don't:   Have a product. Have a sales letter. Driving Traffic. I'm like, “That's all this businesses is, like, three things.” And I was, like, I need to:   Create a product. Create a sales letter.   Sell the product. Drive traffic.     I saw the pattern after seeing it over, and over, and over, and over, and over ...   And everybody had a different traffic strategy, and everybody had a different strategy on how to create the product, how they would sell it ... Some were teleseminars. Some were, you know, pre webinars.   Everyone had their own different mechanisms to do it. But, when I saw the pattern 60 times in a row I was, like, "I know what to do now." And then I went back, and after that's when I created my ... my first product which is Zip Brander. It's a software product.   Stephen Larsen:     Oh, that's when Zip Brander came up? Really?   Russell Brunson:    Yes! The Brander   Stephen Larsen:     I was gonna ask you what happened after this. Okay, okay.   Russell Brunson:    Yeah, so I had the product created, and then I wrote a sales letter, and then I drove traffic, and that was it. That book was the thing that gave me the initial, like, the turn of, like, "I get it."   So, that was twelve years ago.   Fast-forward, like, three months later: Joe Kumar decided to sell, um ... Basically, for $500 you got the rights to his book, and you can sell it as many times as you want. I was like, "What?"   I literally had no $500. I went out and I earned the money, bought the rights from him.   He was only to sell to ten people, and I was like, "This is my future. It's gonna be me." So, I bought the rights from him.   Stephen Larsen:     Yeah.   Russell Brunson:    For 500 bucks. Me, and he said, “Ten people.” But he ended up selling to probably over 1000 people, and it was a big deal. Everyone's like...   Stephen Larsen:     THAT MARKETER.   Russell Brunson:    Yeah, it was a big deal, and he got in trouble, and ... Anyway, he ended up fleeing his country, and the feds came trying to arrest him, and and he disappeared.   The last email he sent to his list, crazy enough, was, “You all read everybody else's plans, if you want my 30 day plan, scan your passport, and your something and fax it to me, and ..."   And we're like, "What?” Because he was fleeing the government. Anyways, crazy story, crazy, and he disappeared off the face of the earth.   Now fast-forward, 13, 14 years later:   My whole goal, right now, (and I did a podcast about this) ... The only thing I, like, my whole focus everyday is, "How do I simplify this process, so that more people can be successful? How do I simplify the process? How do I simplify the process?"   All your best ideas will come from you trying to figure out simplify the process for your customers, right?   So, I'm thinking through, and then I was, like, "What was the thing that got me to have success?" And all the sudden I was, like, "Dude, it was the 30 day plans." I was, like, "We should do the same thing." And 30days.com, I went and bought the domain name.   Then I was like, "Let's go out to people we know in our community who've done this, and have them each contributor chapter." And we did that.   Now have a 550 page physical book that has everyone's 30 plans. It's insanely cool. It's exciting! And you are one of the plans in there - which I'm excited for everyone to see!   Stephen Larsen:     Oh, man. It's so good! If I say so, myself.   Russell Brunson:    That's the backstory on how 30 Days came about.   Stephen Larsen:     I appreciate that. I remember when you had the idea for it.   It came as all great ideas do come to you. We're all sitting there, we're working. Then you go, "Dude!" ...   Russell Brunson:    Woo!   Stephen Larsen:     ….And everyone stands up and runs to the whiteboard (laughing) barefoot. And I was like, "That's crazy."   I want you to know I was watching what you were doing, and I took a page from that lesson. And that's literally I how I created Affiliate Outrage.   I went and I crowd created it after watching you do that. And it works everybody, so you know. It's like crazy easy to crowd create great products that are super valuable.   Um ... Well, hey, thanks so much for your time, man. I know that you're super busy.  I want to keep geeking out, but I think Melanie's gonna yell at me. Sorry, Melanie, Bruno. I think I'm going over.   Russell:              She said, "You got one more question, if you want it."   Stephen Larsen:     Oh, cool. (laughing) Hey, so after ...   I wanted to ask…   So you go through, and your reading all these plans, right? And I'm hoping this is what my audience does, and that's why I wanted to ask you about this.  I hope everyone goes and gets it...   If someone's reading through all these plans ... There's obviously a lot of stuff, you know?   This is not a small book, but ... I mean, they're literally being handed the keys to the kingdom to go crush this. What would you suggest somebody does as they're reading this?   Should they follow one person's plan? Should they literally do it in 30 days?   You know what I mean? How should they proceed after that?   Russell Brunson: Yeah, everyone learns differently.   Stephen Larsen:     Sure.   Russell Brunson:    What gets a lot of entrepreneurs stuck, and um ... I could share names that you, personally, (but I won't on a podcast)... of people that come through our world that have struggled is, like ...   They try to follow things to a "T."  Everything is like, “Uhhh? Uhhh?” And then someone says something, and they're like, " Uhhh? But how do I implement that to my thing?" They get so stuck on trying to figure things out, or try doing everything that they never get anything done.   I think the best thing for them to do is to get the book and try to read through it. No ... I mean, it might be hard to read through it all. I mean, it's literally a 550 page book. It's like ... It's insanely cool.   So pick the people that resonate with you. Some are talking about eCommerce. Some are internet and networking. Just find the ones that resonate with you. Read five, ten, fifteen of them. Read 'em through, and just get the flow. Because like it was for me, it was  basically seeing the pattern of, like, "Oh, I understand it."   So, after you get that, then just come back and say, "Okay, now I gotta figure out for my business ... And I can't do what everybody did-"   Stephen Larsen:     Right.   Russell Brunson:    So find out from all people, which one resonates best with me.   What I'm really good at doing is; I learned a lot of stuff from a lot of places, but a lot of things when they come to me, I'm not like, "Okay, how do I implement everything?" Because if you do that, like, you get overwhelmed, nothing will happen. Just be like, “Oh, that's awesome, but I'm not ready for that yet. So, let me store it right here.”   If you know you don't have a product yet, you should just be consuming everything on how to create a product, and then do that.   Like “Cool! Storing it, storing it, storing it, storing it ... This is what I need now. Okay, now I'm ready for the next phase. Okay, I'm gonna grab these things.”   So when you get to the part where you're ready for traffic, go back and remember people's 30 days plan, like, “Okay Garrett talked about this, and Stephen talked about this ... Now I'm ready to start doing traffic,” and you start taking all those things off the shelf.   School teaches you to memorize everything and regurgitate it.   Stephen Larsen:     Urrrrgh.   Russell Brunson:    I don't think that’s the right method. Right? The method for entrepreneurs is to take all this information and understand, like, “Where does it fit in the picture? And cool. Well, I'm at this phase right now. So, I'm going to just place these here, and leave them there, and then we'll come back to them. But I gotta focus everything on the next the next piece of this puzzle, right? The next step. I think that's the biggest thing.   We have people in the 2 Comma Club Coaching, right now, who were trying to figure out Facebook ads, and they haven't figured out a product yet.   Stephen Larsen:     I know! Right? It doesn't make sense!   Russell Brunson:    You don't have an offer! You don't need to master ads yet. Master your offer first!   Stephen Larsen:     Yeah.   Russell Brunson:    And I guess what people miss is just they're trying to learn it all at once.   Just don't try to learn it all at once. That's not going to serve you at all.   Stephen Larsen:     I still do not drive ads. I don't want to learn that. (laughing)   Russell Brunson:    Exactly.   Stephen Larsen:     Okay, that makes total sense.  So, you gonna do a deep dive with it. Go in and just figure out what you want, and table the rest of it. Totally makes sense.   Russell Brunson:    And then…. Can I ruin this for everybody?   Stephen Larsen:     Ruin it!   Russell Brunson:    Our surprise?   Stephen Larsen:     Do it!   Russell Brunson:    So, this is the surprise:   Stephen and I have been in the laboratory, working behind the scenes. So, what we're gonna be doing is, um ...   Well, you guys will see the funnel. Stephen hasn't seen the whole funnel. He's seen a little glimpse of it, but ... What he has coming ...   You'll actually be able to get everybody's 30 day plans initially for free. So, it's free. FREE. Like, just, you're going to go and you're going to get 'em, and I'm gonna be pumped for you, because you're going to have them ... I want to make the barrier entry, like, “You just show up and we'll give you the stuff.”   Stephen Larsen:     Yeah.   Russell Brunson:    But then, the physical book, the 550 page physical book.  We're also gonna ship that you for free in exchange for you joining a challenge.   We're going to be doing a 30 Day Challenge, where Stephen and I will be tag teaming “the crap kicking out of you,” to make sure you actually implement the 30 days.   So, I would say is go through this thing. Geek out. Listen to everybody's thing and then sign up. It's a hundred bucks. Which is like the cheapest thing on planet earth.   Stephen Larsen:     Yeah.   Russell Brunson:    Literally a hundred bucks is not going to me. Whoever referred you to the thing gets a hundred bucks.   So, I make zero dollars and zero cents from you being part of this challenge.   The only thing it does is it gets me the ability to yell at you and Stephen yell you, to make sure you're successful and teach you the fundamentals and pound them through your mind.   So, that way you can actually implement your own 30 day plan.   So, I would say go to this ... Go to the virtual summit. Geek out. Listen to everything. Consume it all. Do your big immersion, and then our live thing will be starting 30 days later, and then just get prepared.   Show that up to that 30 day thing, with, like, all these ideas in your head, and we're gonna be going step one, step two, step three, and counting the fundamentals. And after 30 days of that process you will have everything in place for your funnel. So, it's gonna be amazing.   Stephen Larsen:     Oh, my gosh! And don't get sensitive people when I tell you that you're wrong. (laughing) Just be teachable. Be coachable.   Russell Brunson:    I always joke that I'm kind of the coach that has a carrot in front of you, like, "Come over here, guys. It's awesome. Come over here." And you're the coach, from behind, with the stick, like, whacking them, like, "Come on!"   Stephen Larsen:     "Go! What do you want in life?" (laughing)   Russell Brunson:    So, you got someone pushing you and someone pulling. It's amazing! I think the combo of us tag teaming people is going to be exciting.   I'm just pumped, because it's gonna give people the accountability I think they need sometimes to move through things, and just get something out there and done.   Stephen Larsen:     Yeah.   Russell Brunson:    You can learn the whole process once. And after you learn it once it's easy to do it over, and over, and over again.   Stephen Larsen:     Totally! Same process. Which is the fun magic of it.   Hey, there's a, there's a quote I've got on my wall, reminds me of you like crazy,  it's by Ray Kurzweil ...   Just so everyone knows, I have an actual wall where I put quotes. I used to do it growing up.  It’s my actual wall ... and not like a Facebook wall … On that wall, I have written:   "The purposeful destruction of information is the essence of intelligent work."   And man, your superpower is just that. It is ridiculous!   It's taking in all this stuff, and just spewing it out in this way where it's like, "Oh." Like, guru coming off the mountain with the two tablets, "Here they are." You know, like, "Wow! That's it! That's it! That's what I need."   I really appreciate what you're doing, man. Changing the world! I'd do anything for you. Love ya, and uh, thanks so much for taking the time.   Russell Brunson:    No worries, man. Super proud of you. I love what you're doing. You have a huge impact on people's lives. And the impact's gonna keep growing ... Anyway, I appreciate you. You're amazing. And your audience is lucky to have you all the time. So hope they all know that.   Stephen Larsen:     Thanks man. Appreciate it.   Boom! Keep Crushing It!   How would you go from ZERO To Hero In 30 Days with nothing more than a ClickFunnels account and the knowledge you currently have?   Find out how I would do it at 30days.com/stephen  

Boom what's going on everyone? This is Steve Larsen.   This is Sales Funnel Radio, and today we're gonna talk about the difference between good cash and bad cash from your business and why you should never accept bad cash.   I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine to five to take the plunge and build my million dollar business.   The real question is how will I do it without VC funding or debt completely from scratch? This podcast is here to give you the answer.   Join me and follow along as I learn, apply, and share marketing strategies to grow my online business. Using only today's best internet sales funnels.   My name is Steve Larsen and welcome to Sales Funnel Radio. What's up, guys.   Hey, I actually, I love funnel building live in front of a lot of people and for some reason. I don't know why, but usually eight hours into it I start...   I don't know if I get a little chip on the shoulder attitude, or if I get a little, I don't know what it is, but for me, that's where I usually have the most prolific things coming out my brain. Luckily, I screen record all of them.   I want to share with you guys my strategy for when to take on cash and when to not.   I know right now how to go make 100 grand in the next month. Even far more than that, that's not a hard thing for me to do anymore, that's an easy thing for me to do now. That's not to showboat, but the reason why I don't go grab it is the thing I want to explain to you guys in this episode.   Now that might sound crazy to you. I know I'm gonna get some backlash for this episode, but you need to understand the difference between good cash and bad cash. My business works for me, okay. I don't work for my business, you understand.   Now obviously, I go set stuff up, I go put things together, but as quickly as humanly possible my whole goal is to set up systems that replace me as the operator in my company.   So what I'm gonna do is I wanna be able to walk through and share with you guys why...   Okay, one of the major reasons I'm doing this right now is because several times in the last two or three months,  I've been offered a lot of money to go and do a funnel for somebody, and I've said no. It's gotten out that I said no, and  I wanna address that.   I want you to know why I said no to certain scenarios. I want you to know why I say no to certain cash even though it's easy cash, even though I know, and they're like begging, but I still say no.   We're gonna flip over here in just a moment, and this is the fifth segment of a seven-part series that I did I think about a month ago where I went through, and I was building a funnel live. Not just the funnel though, literally from the ground up. I designed and wrote the actual sales message, I actually wrote the actual message live, screen recorded in front of like 75 people, okay.   What you're seeing in this next piece, I'm building out, and I'm finishing the last few pieces of the funnel, and I'm building what I call, I don't know anyone else who's made it, I call it a waiting list funnel. It's literally its own funnel on the side when someone doesn't take action.   Somebody is asking me, "Steven why do you have a waiting list funnel and why do you remove the option for somebody even to purchase?"   That might sound crazy, but please listen to my answer here. This might be a little bit of a longer episode, but I think it's gonna really, really help you as you see what I see as I do this.   Remember I brought 1800 people through this process now. Paying people, okay you understand? Who paid to specifically learn that thing. That's just not like episode listeners, okay. They specifically came for that, and what I want you to see is...   I got a unique position looking down and seeing all these different funnels that are out there. Which ones make and which ones don't, okay. And I want you to understand how powerful of a concept this is.   If you're like, "Oh my gosh, Stephen, there's so much opportunity out there," I completely get it. Please know this is how I handle that, and how I don't get distracted. The answer to all that is in this next episode. I'm very excited for you guys to be here.   So again guys, thank you so much. This is good cash, bad cash, please keep that in your mind when you have opportunities come to you. They will only increase as you increase in your success.   You have got to get good at identifying good cash versus bad cash. Cash that is progressive versus cash that is a distraction to you.   Anyway, this is gonna help you see how I go through that process, and how I know whether or not I should accept cash from this opportunity or from that opportunity.   If I should say no to it,  how should I say no to it, and why and what things, you know what I wish I could say yes to - but what should I do to get my business ready for it? All those answers are inside this episode.   Guys thank you so much for listening. If you like this, please, please like and share and subscribe to this. It really means a lot to me. I have a ton of fun reading reviews, they keep me motivated. You pump me up, and I really wanna keep doing that.   So anyways let go over the episode, and please enjoy.   Comment to Steve on FB: "Your waiting list is just filtering BS and creates agony or something?"   Steve Speaking:  Yeah, quite literally. The two tools that you have, two tools that you have as a marketer, you've got scarcity and urgency, right.   So I know my product's amazing and you guys all know your products are amazing, so what keeps people from acting? What keeps people from acting and actually buying even though you know your product's amazing and you know that it can help them?   What keeps people from buying is that people don't close. So I'm trying to close them;" buy it, buy it, buy it," you know what I mean? I'm trying to close them. If I don't close them, my system literally cookies their IP address, not their email, does that make sense?   They can't just even go get in with another email address. They will not get there. It actually auto forces the entire session to go the waiting list. It says:   "Sorry, I work with action takers. Get on the waiting list. We open up to people in my own list anywhere from... Sometimes, it's twice a year, usually once a year, so pay attention to your email. I'll let you know when a few seats open up."   How long do I make them wait, depends. I mean sometimes I literally do make them wait six months to a year, man. Like I'm serious. If I'm gonna have scarcity and urgency, it's gonna be real scarcity and urgency. I don't pull fake scarcity and urgency on people.   I'm like if it's open, then it's open. If it is closed, they cannot purchase. I don't even care if they want to. I make it that way because I'm training my buyers. I'm training my audience and when I say it's time to jump...   And this part, you gotta understand:   I know exactly how to pull another 100 grand. I know exactly how to pull even much more than that, but my business works for me. Does that make sense?   These are all little things that I do to make the business work for me. I do not work for the business, does that make sense? It fits my lifestyle.   So my job then is not constantly just, like I'm closing. I'm closing all the time, I'm bringing people in, but I'm mostly building systems that close. I'm building systems that bring people in. I'm building.   If I'm the only one 24/7 bringing in cash, if I'm the only one 24/7 that's going in and servicing and doing the fulfillment, my business dies when I do - or my business dies on the Saturday I decide not to work. That's not a business.   A business is a series of systems in place that works when you don't.   So it is not my job to constantly be bringing people in just because it's there. Not all business is good business. In fact, I'd say the majority of business is bad business for your business. There's bad cash, I don't want bad cash.   So I go in, and I grab cash that is good when I am good and ready to grab it and when they are good and ready to pay for it. The scarcity and urgency are real. I make them real. They cannot buy, it's not a fake thing.   I have had people reach out and tell me, "Crap I waited too long." "Yep - that's the answer. Watch your freaking email." That's the answer, so it is real because my business works for me. Does that make sense? I have done the game many times though, many times where it's been the other way, and I'm like, you end up...   Here comes a little, where's a freaking soapbox. This is where I'm gonna drop some gold here. I dropped it. Check this out...   Many times I have equated deals with value - meaning look at all these deals I have; therefore I must be of value. That's crap, it's garbage, it is not true. Do not believe it.   "The number of deals I have coming in, I must be so valuable, I have all this cash coming in." It feels good, and it strokes your ego a little bit, but man it is not true!   Deals don't equal cash, deals don't equal value, and deals do not equal lifestyle.   After lots of experience, years of sprinting my face off, sleeping a few hours a night... I swear I've trained my body to have energy, I think that's part of it.   Years, years and years and years and years of being in the army, married, have kids, full time in school and doing all this, but like aggressively. Years of actively taking every single little deal that came my way, "Oh my gosh, you have cash to give me. Okay, I'll take it."  It ends up making me a slave to my business. That is not why I'm doing this.   My role, it is the reason I don't study ad spend.  I study the stuff that is the highest leverage activities. What are the things, what are the systems I can build? Funnels that I can build in place of me? So that when I'm not there, it's still going on.   You know it's so cool to see how many sales came in yesterday while I was talking to you.   I didn't close them, the systems did. I didn't fulfill on them, the systems did.   There's been some people that are like, "Steven you built almost one funnel a day at click funnels! How come you've only built a few on your own?"   Well, I don't have a giant team like Russell does, that's fine. He's got deep, multi-million dollar pockets that just like "bam, bam!" He does not waste money at all, but he can activate this crazy amount of team around the world. He's got all this stuff.   The foolish thing for me to do is to compare myself to someone like Russell. The foolish thing for you to do is to compare me to Russell. I am not him, I am Steven Larson. I do not have the assets he has. I do not have the backing he has, and that's fine.   I've studied my face off, I've gotten where I have, you know. It's been awesome, but you gotta understand, what I'm building, it's from a different sphere than what he's doing, it's from a different...   That's why I'm publishing so much so you can follow me while I take a leap which is frankly, it was a little bit ludicrous.  But I want to show you how I knew it'd be safe, and take you on the journey while I do this.   Systems are businesses, people are not businesses.   People can be in parts of the system, but they are still not the business. So when I go through, and I build a system, that's all a business is. If I'm the only one operating it, I don't have a business.   If I can't match numbers, if I can't look at numbers and be like: I know my conversion rates,  I know this, I know this, I know this, that's not a business. If I don't KNOW my numbers, I have no business.   That's one of my quotes on my wall. It's "know": K-N-O-W. It's, " If you KNOW your numbers then you KNOW business." If you have N-O, if you have no numbers, you have no business.   Here's the issue, every support ticket that came into me for a while, I handled it differently. That's not a business. Every fulfillment, I handled it differently. Every close, I handled it differently. Every deal, I handled it differently. That is not a business. It is a terrible way to run into extreme burnout very quickly.   That's like the fastest way I see entrepreneurs get depressed. Just like "There's so much opportunity out there."   There's been multiple times I've had to catch myself, I'm like "There's so much opportunity out there." Yeah, there is. There's tons of it, but not all of it is the best fit for number one my business, and not all of it is the best fit for the systems I've built.   Maybe that means I need to go build more systems to handle the opportunities coming in, that's great. That's great, that's a good place to be, but not all of it is a good fit for my lifestyle.   I am not here to die in my chair behind a desk.   My goal is to build systems and processes so that every one of my leads, every one of my closes, every one of my sales, the fulfillment, every piece is systemized so that I know exactly what is broken, I know exactly where to tweak stuff, and I know exactly where I can look at it.  so I can emotionally say, "Let's go on a vacation, the system will deal with it."   There was a time in college, this is a good rant...   There was in college... In one of the semesters, you don't do anything but run a business. You start a business. It's one of the cool things that  I actually really did like about where I went to college.   There's only three programs like it in the country, at that time anyway. I don't know if more people do it, but one semester you do nothing... You don't have any classes, you do nothing but run a business from scratch.   They put you with a group of random people, and they give you an assignment. They put me in the food business. Guys, I am not a cook, they put me in the food business.   We went on a three-day retreat, and at the end of it you're supposed to have a business, and then you gotta build it for real, and actually go collect cash from people.   We were doing two to three grand a week selling to poor college students. I got voted to be the first CEO, and I was excited about it, it was really cool. I've always been a bit aggressive, I think they saw that. So I got voted to be CEO and it was super cool. Now, this is what I did.   I created a marketing department, which was slightly foolish... I think everyone's in marketing, but anyways. So it was a marketing department which at the time I still thought meant logos and crap.   I created a finance team because we needed to measure the numbers - that's the lifeblood of the business, so always know the numbers.   I created a supply chain because we were in a supply chain intensive business. We were selling empanadas.   We did a bunch of research, and we found out what people wanted. We literally created what they wanted. They told us what they wanted to give us money for. It's actually really fascinating, anyway, different lesson.   So there were three branches; here's how the business worked for a while. You don't build one this way, you don't build a funnel this way, I don't care if you're working on your own.   So anyway the first thing that I did is, the first way I handled everything:   We went, and we launched. We started doing one and a half to two grand a week. I was like okay this is not bad. Selling to poor college kids on campus - that wasn't bad.   They told us what they wanted us to make. I didn't even know what an empanada was. They told us what they wanted the price to be, things like that. It was fascinating, it was very, very fascinating. The issue was every single decision that had to be made came to me. I was literally the bottleneck of every decision, every single thing inside of my business.   There was no aspect of it where autonomy was for those individuals, there was no piece where they could actually go and actually make decisions on their own - which meant I was 24/7 on the phone, 24/7 on call, 24/7, "What do you want? What do you want? Okay yeah, do that. Okay yes, do that. Marketing, okay, you do this. Okay, supply chain, do this. Finance, do this. Okay, bam, bam, bam, bam bam bam, bam, bam, bam."   There was no, absolutely zero autonomy for anybody else.   I didn't mean to do it that way, but that's how most entrepreneurs operate. And so instead, I remember I was thinking one night....   In fact, I've got the journal entry. They made us journal every day about what we were learning.  I've got the journal entry right down there actually.   I realized that, so okay let's make a head of marketing, and 80% of decisions are gonna flow to that person in charge of marketing. Which now I believe should be the actual entrepreneur, the actual CEO.   80% of decisions flowed to the person now in charge of finance, 80% of decisions that had to do with supply chain flowed to that person, and they just came to me once a week and said: "Here's the other 20%, what should we do. What do you wanna do?"   When I actually built those systems and put them in place our revenue increased. Isn't that funny?! We actually started selling more when I was no longer the bottleneck of my own company.   The second thing that I did, once I had those systems in place, the second thing that I did is I went, and I started, right, we started fine-tuning:   Okay, that's that system, boom that's that system, boom that's that system. I put systems in place which meant, "Whoa I can  take a break."   So what I started doing is I started stressing the system, and this is gonna ludicrous and kinda nuts, but I purposely started disappearing in the middle of the busiest parts of the day. I would just disappear because I was watching them. I wanted to see what they would do. Will they follow the system, right? Are the people still the system or have we created an external thing that they follow?   If the people are still the system, they're not gonna follow it because we got emotions. You gotta take emotion out of system building. It should be emotionless - that's why we do Trello so much, that's why we teach so much about systems in 2 Comma Club X.   Ah, I can feel a rant!   So I started purposefully disappearing, to stress the system. And they'd be like, "Where did you go? We needed to make this decision." I'd be like, "Oh, what happened?"   Sometimes, I'd be like hiding, and I'd still be watching them. And they'd be having all these customers coming in, all these customers coming in. I'd be like, "What are they doing? What are they doing? What are they doing? What are they doing? what are they doing?"   I'd see them running back and forth, they're cooking these empanadas, supply chains going nuts. Finance is like, "Ahhh" - they're freaking out. "Do we have enough money to get that supply?" I would watch them.   There was quite a few of us, there's a lot of us. So I was watching them, I was watching everybody. And I would just disappear. And then I would stress the system. I'd be like "oh!" And what I was mentally doing, what I was actually doing, is I was trying to see where the holes were in the system I've built. And I go back, and I patch it up, and I was there for a while, maybe I was the bottleneck again, to just get everyone back on their feet and train them back to the system. Train them back to the system, train them back to the system. And I would disappear again.   I would do that over, and over, and over again. Until finally, the thing freaking ran on its own. And that's when they rotated the CEOs, and that's when I finally got kicked out. And they're like, "Okay hey that's awesome." I set up the whole business and then left. That's like, crap! Anyway, just a lot of fun.   The reason this is important is because about the same time I was starting building funnels for this company in Florida. Very fascinating thing happened here. Very fascinating, as soon as this rant is over, I promise we'll get back to this, okay. We've got 44 of us on, thank you so much for being here.   Anyway, so about the same time I started building these funnels for this company in Florida. I purposefully chose a company that was, they had a mid-tiered product, because I only needed to sell an extra few a month, to make me look like a rockstar, to make the funnel numbers work really, really well.   Which is why I tell everybody, start with a mid-tier product, don't start with something that's cheap, start with something that's like a grand. Way easier, way easier to make it work.   Anyway, I chose a product, a company that had a product that was already existing. I hate working with startups. Meaning, I'll consult with them, but I don't build for them anymore, because they don't have a business yet. They don't any of those systems.   So when the funnel has issues, because I said "when" not "if", when the funnel has issues, right. They're gonna be like, "oh, it's the funnel's fault." And I'm like, "No, you don't have a business. You're treating every support ticket different. You're treating every fulfillment you ship differently, for every single person. There is no consistency in the way you sell. There's no script, you have no consistent script. You don't have a business." That was the problem with working with startups for so long. They didn't have those things.   Anyway, so I looked purposefully for a company who had a mid-tiered ticket product. I looked for a company that was already existing, who had a buyer's list. I looked for something where there was a potential for repeat purchases. And those are some of the criteria. So I went, and I found a company.   They had no idea what funnels were. But I told them, "Hey I'm gonna build you a funnel. For free, I know you don't know what it is. But if it works, let's talk about me getting paid, does that sound good?" And they said, sure! They said, "Sure!" And I said, "Cool!" So I went, and I started building it.   I ran an ask campaign to their existing buyers and learned some interesting things, it was really emotional. It was in the health industry, and these people were like, "Hey, I'm sitting next to my dying spouse, we just really want a product that will help X, Y, and Z." I was like, "Whoa."   I got 157 responses. It took me three sessions to read them all, because these were like emotionally dripping responses from these people. And it taught me exactly what it was that these people were wanting. And how to craft the message for the product we already had. Does that make sense? How do I craft a message for the products I already have.   That's why we do session one as session one. That's what I mean by design marketing. Has nothing to do with freaking colors or logos. Has everything to do with storytelling, and the message and the sales message behind it. It's fascinating.   So I went through, and I ran the ask campaign, found what they wanted, built the funnel and launched it. And made them an extra, there was like 50-ish grand that came into that in like six weeks. With just launching to their own list. And I was like, crap that's freaking cool!  Let's turn it up!"   Shortly after, they started calling me. I was in Idaho, still going to college, they were in Florida. They started calling me, "Dude turn it off!" I was like, "What are you talking about? We're selling like hotcakes. "They're like, "I know!" "So why would I turn it off, that's a good thing, right? You got a bunch of sales coming in, this is awesome." Sale, sale, sale, sale, sale, sale, sale! They're like, "No turn it off!"  I was like, "Ah, whatever," and I stopped answering their calls for a little while. Til finally the CEO came to me, and he was like, "Dude, turn off the funnel!"   I was like, "What are you talking about?" He goes, "You are going to bankrupt us." I said... "What?" He said, "It's selling too fast. You're gonna kill my business."   I had never considered until that moment, that the funnel was not the business.   Funnels aren't businesses you guys. Here is the funnel, here is the business. They are two separate things.   Once you have an idea and the market has voted with their wallets that it's a good idea, it is not enough to just go scale a funnel. You gotta scale the business at the same time, or you kill the business. You have to. Otherwise, you literally outpace the business.   It's the reason why, in my own business, at the beginning of this year, man we brought in like 200 grand real fast, bam! And I was like, I can't keep up with the revenue. And I realized that I was a victim of my very own teachings; I did not have... There was no support ticketing system. The fulfillment was different every time. There was a lot of consistency in the way things sold, because I'm a funnel builder, right. But there were some things in the way that I was handling some objections, and I was like, "Crap I gotta... " So I literally, and you guys might've seen the podcast episode where I talked about this.   My revenue was like whoosh! My business was like, "eh! I gotta slow it down." So I slowed the revenue down on purpose to build the business, build the systems, get consistency, that frees up your mental shelf space. So that you can operate.   Otherwise, by default, if you have revenue up here, and your business is right here. You have to work in your business, rather than on your business. And that's what I started finding myself doing.   So I slowed the revenue down so I could build the business. I needed to stop working in my business and start working on the business again - and build both together. That's exactly what I'm doing.   So, side rant, I know that's a huge, crazy side rant. Dimitrios, what you're asking. But... if they don't buy in that closing time, I do not sell them. Even if they're willing to give me their cash. Because I am building a system, I'm building a business. I'm not just trying to collect cash. There's a system that I've got in place to handle that stuff.   I know you guys have seen the posts on Facebook, where someone's like, "He said no to Tony Robbins. That's freaking..." Why? That's not my business to do that right now.   I pitched to Tony Robbins. I constantly ask myself, "What can I do to have larger cajones?" If I'm in some scenario, and I'm talking to some major influencer, I'm like, "What can I do to have large cajones in this very moment? Oh, I can pitch them, yeah!" And so I pitched Tony, and we're talking face to face, and he's wearing this brand of hat. That's why I'm wearing this hat, it's a nice hat. I like the hat anyway. But it's Tony's team, so yeah, come on.   And I was like," hey," and he said "yes." But I don't have a system in place. I didn't have systems at the time, I do now. I didn't have systems enough in place at that time, to handle all the other aspects that were going on. All the other revenue streams that were going on in my business. So it would've killed those other businesses for me to take on someone like Tony. Does that make sense?   Multiple people have asked me, I have been offered obscene amounts of cash to build funnels for people. But if you don't have systems in place, you will literally kill your existing revenue streams. It means you are the business, you are working in your own company, which is a huge mistake,. There's not enough autonomy in the systems you've built to handle the flexibility.   Case in point, okay. I don't just love the book, The 4-Hour Workweek. I love how he wrote it. There's one lesson inside The 4-Hour Workweek that was very, very key. He said:   For the first month or two, after launching a product he said, I personally handle every support ticket on my own. Which I was doing. And I do it for the explicit reason of writing down every single question they're asking. And logging every single answer I'm giving.   And when I do that for 30 to 60 days, I literally am creating a training manual. And I duplicate me. So then I can bring somebody in for 15 bucks an hour, and say, hey, if they got questions, 99% of the questions they've asked, are already gonna be right here. And here's your copy/paste answer to that individual. Bam... system!   When there wasn't a question to answer that he had already documented, what he would do, is he started giving them authority to make decisions in his name, up to a certain dollar amount.   So he would say, “hey you have decisions to make.” Because he'd start to get questions like, “hey the customer said it didn't show up, do I have authority to reship blank, blank, blank? It's gonna cost the company this much money.”   And enough of those would start coming in, or enough scenarios like that, and he'd be like, why do I even, yeah, we're gonna do it anyway, we're gonna take care of the customer.   Customer's not always right, but I do take care of the customer. Customer's not always right. But I do take care of the customer.   I hate whoever said "customer's always right." That is freaking crap. That is the worst garbage on the planet. That's terrible. That person got straight A's in school and never ran a business.   Anyway, so he said, I'm gonna give autonomy to my system to make decisions in my name up to a certain dollar amount.   So once a week, he would go and see all the emails back from this team on all the decisions he needed to make, and within two hours he would say, yes, no, good, bad, do this, do that, tweak this. Don't do that at all. And after a while, the majority of those questions coming in had to do with this certain area. So he was like, well let's just add to the system.   Hey, everyone, you may now make decisions in my name up to a dollar amount of $50. Killed 80% of the tickets back to him from his own system. He just buffed it up.   Anyway, so hopefully you guys understand more about what this really is.   The funnels, you are creating are a system to bring in, that's why I do my sales script, my webinar script, the same every time. That's the reason I write it out on every single slide. Because if it's not consistent, I don't know what to switch. If it's not consistent, it means it's not a system. These, that's a consistent sales system. That's what a funnel is. That's all it is. But it's not a business.   You still gotta go, probably have support and fulfillment. Those are probably the two areas, right. The two spots you probably gotta build. You got those two, you got a sales machine, you can step away for a minute? That's a business, okay.   Nothing is sellable at all, meaning the company itself, nothing in the company's sellable until you got that anyway.   For the first year, if Russell was to leave Clickfunnels, Clickfunnels would've probably dwindled to nothing. But he set up so many internal processes now.   When I left, they created an internal agency to replace what Russell and I were doing. Because we realized... duplication is not in finding another expert who replaces you. Duplication is in creating a system that replaces you.   When you go in, and you wanna start removing yourself from the business, right. That's exactly what you're doing, is you go bam, bam, bam, bam, bam. And you can start building out the stuff like that. And remove yourself from it.   It's not that you're trying to remove yourself from the customer. I still over deliver, I know I do. I still go and I do Q&As, I still do all that stuff. But when it comes to the purchasing process, fulfilling on what they bought. It's an exchange.   I'm gonna exchange the product for their money, it's gonna be worth their time, but I'm also going to over deliver through several other things. But I'm also going to make sure that it's, like 99% of the time, the exact same scenario for every fulfillment, every buy, every support. Everything. Anything in supply chain, everything.   The easiest way to build those systems, and put them in place, which is what I'm doing. Which you guys have watched me do, that's really what I'm doing. Mentally, in my head, that's what I'm doing.   I did not go build a second revenue funnel, without having the support, and the fulfillment in place. To support it.   The first funnel, I didn't care about any of that. I just cared about revenue. That's all you should care about, too. And that's all I still care about. But in the order of launching a business like this:   I made sure I did, is first of all:   Who freaking cares about fulfillment or support if you can't fund it?   So I don't care about those systems for a while. I just need to go make sure that that sells. That my script sells, that the funnels awesome.   As soon as revenue's coming in, and I know I start to document, personally, all the support tickets coming in. What are things that people are having questions with? Is this a question about the product? Is it something about fulfillment? Is there a shipment that they didn't get that they should've? Okay, let's go put that in that category. Is this question about the actual product itself? Maybe I don't have enough things in it, right?   This game's about being a detective, not about being a prolific genius, "Waah! I gotta be this crazy creative to be successful." That's crap. Don't believe that, that's garbage.   So when you think through, and you start actually going in, and you start building this stuff, you have to understand. First, revenue, revenue's always first. But I don't think about support, or fulfillment, until I know that revenue thing is consistent, and it just churns, baby.   Then I go and I build the support to handle it. But I do it in a way that outperforms the revenue. So then I can go start putting on another funnel. That's when I go build a second revenue funnel, okay. Which is what I'm doing. Why? Because I've got the systems in place with support.   We got the systems in place, right. And we're still building those things out. And we will always be building them out. But the 80%,, oh my gosh, takes so much mental shelf space. That's gone. Which means I now have mental capital to go invest in something like a brand new revenue stream.   It's the reason why I don't take on more revenue than I can handle. Because I've done that multiple times, and suddenly, you can't think about anything else.   That's why I hate the agency models. I take the money, and I still have all this work to do. Whereas with products, I do... I do the work and then when they pay me the work's done.   Anyway, hopefully... Man, that was a rant. I'm probably gonna rip that and make that a podcast, that was good.   But anyways, hopefully that makes sense though.   That's why I'm so forceful on what I said before. This is a 48-hour funnel, if they do not buy, I do not allow them to buy. It pushes them over to a waiting list. Sometimes it's within a week, I might open it up for them again. Sometimes it's when, six months to a year. I know that might sound nuts.   I'm building a business for me, I'm not for the business. And it's because of the systems in place.   Boom, if you're just starting out, you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right. That's also good. But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right.   That's also what I struggled with for a while, until I learned the formula. So I created a special mastermind, called The Offermind, to get you on track with the right offer, and more importantly, the right sales script to get it off the ground and sell it. Wanna come?   The small groups I'm purposefully gonna answer your direct questions, in person, for two straight days. You can hold your spot by going to offermind.com. Again, that's offermind.com.

I'm super pumped about today's video where I get to interview Trey Lewellen who is a member of the 2 Comma Club X club for hitting over 10 million in sales for his e-commerce business! We go over some super awesome stuff in this interview so make sure to tune in!

I'm super pumped about today's video where I get to interview Trey Lewellen who is a member of the 2 Comma Club X club for hitting over 10 million in sales for his e-commerce business! We go over some super awesome stuff in this interview so make sure to tune in!