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Let me show you what life’s most important skill looks like. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody, this is Russell Brunson and welcome back to the Marketing Secrets podcast, I hope you guys are pumped today. Today, I'm going to talk to you guys about some crazy stuff I'm doing right now and I want you understand the secret behind what I think is probably the most important skillset you can possibly learn during this life and that is how to be coachable. All right, all right. So, I am... it's late night and I'm actually driving to go get my son from one of his friend's houses and I got, it's probably 10-minute drive so it's like, I would jump out and hang out with you guys while we're going. And I am at the end of day number one of a water fast. Yes, a water fast. I'm literally going to drink nothing but water for the next five days. I think some of you guys are rolling your eyes and you think I'm insane. I know this because I posted on Instagram today and I got thousands of messages coming back to me, from everybody telling me why I'm dumb, why I'm smart and about a million things in between. But that doesn't matter to me because I'm doing it for a purpose and a reason and I'll explain why here in a second. But before I do, I want to talk about what I think is one of the most, maybe not want of the, but probably the most important skillset you can learn in this life. And I don't know how I was blessed with it and I didn't even know I had it until I remember my ... it was actually my sophomore year in high school and I joined this freestyle wrestling team and the team was called Elite and I was probably the worst kid to join Elite. Somehow my dad got me in and it was all these guys who were amazing at wrestling. It was a private club for these guys and they all, "I'm sure you'll get better." I was in this group and I was having so much fun being around these guys who were amazing. I've seen them winning all these big tournaments and everything. And so, I remember going to one of our tournaments, wrestlers tournament and I don't remember exactly how, but I just remember a wrestlers match and I lost. And the coach pulled me off side and it was Greg Williams, he's now actually the Head Wrestling Coach at UVU, but he was my freestyle wrestling coach in this little club we were in. And I remember he pulled me off side he said, "Hey Russell, this is what you're doing wrong." And just like a normal coach, he walks you through to two, three or four things. I was like, "Okay." And so, I paid attention, I listened and in the next match, went through I wrestled and I did the things that he told me to do. Surprise, surprise, right? So, I did the things like I literally just ... he told me to do something so I did. And I remember the next match I won, I came off the mat, he looked at me kind of strange, I said, "What?" He said, "You're one of the most coachable athletes I've ever met." I'm like, "What do you mean?" He's like, "Most kids I tell them what to do over and over and over and over and over again before it ever sticks." He's like, "I told you what to do and you went in the next match and then you just did it." And he said, "You're one of the most coachable athletes I've ever met." And I remember hearing him say that I was like, "Oh my gosh, that's so cool." And so then, became part of my identity, I'm coachable. My coach tells me something, I'm not going to be skeptical, I'm not going to talk back, I'm going to shut my mouth, I'm going to listen, I'm going to just do what he says. He's my coach, he knows more than I do so I'm going to become as coachable as humanly possible. And over the next eight years of my wrestling career, I think that's why I succeeded at high levels because I was so coachable. Same thing is true for me when I started business. I would come in and I would hire a coach or I would read a book and whatever the book said, I would just follow it, I just did the thing. And long and behold, I became successful because of it. And it's been interesting as I've been on the other side of this now and I've had a chance to coach tons of people and help people. It's interesting how few or how uncoachable most people are. They want to come back and tell you their opinion and why they think they're right and why this and why that and it's just like, "Why would you do that? You hired me to be your coach." It's like, "You literally paid me to teach you this thing and now you're fighting me." It doesn't make any sense to me. I hire somebody as a coach or someone I paid, I just I do what they say. I remember actually, I'm in the middle of my fourth book right now, which has been a fun project to start on. I'm not telling too many details about it yet but there's this one quote in here and it was actually from my friend and he wrote the article about his morning routine and it was so funny. And he's just like talking about all the things he does and how crazy they are and one of the things that he mentioned, I can't remember what it was, it was something weird. And he's like, "Why do I do that?" He's like, "Because Tony Robbins told me so." He said, "I obey all giants with helicopters and stage presence." I thought it was so funny. I was like, "Yes, that's how I am. I obey all giants with helicopters and stage presence. I obey all people who I hire, all coaches, all people who I want to learn from, I obey them, I listen to them, I ask them their advice and then I just do the thing they said." It's the weirdest thing in the world. We recently here at ClickFunnels had a chance to meet with this dude, who's literally one of the smartest students I've ever met. And we were lucky enough he sat down for four hours, four or five hours with us and walked us through. Looking at our business like, "Hey, I would do this, I would do this," and he gives us all these things to do. And so me and Dave Woodward were just taking notes as fast as we can and all the things and just like, "Oh my gosh, this guy's amazing." I remember we got done with the day, it ended and he messaged us a couple of weeks later, two or three weeks later, he's like, "Hey, you want to jump on a call and go over the stuff again?" Like, "What do you mean?" He's like, "Well, do you want to go over the stuff we talked about and figure out ways to start implementing?" Like, "No, you understand you don't know how we work. We're implementing everything you said, we literally," and we started going through the we did this, we did this, we did this," and the guy was like, "Oh my gosh," he's like, "I've never had somebody who just did what I told him to do like that before. Yeah, we're very, very coachable. We listen and then we'd do what you say." And so, that's key. So, I want to show it to you because that goes back to my water fast that I'm dealing with right now. So day number one's almost done. And the reason why I'm doing a water fast, actually there's two things. My dad was a insurance agent for State Farm Insurance. I remember that he would, obviously they sell auto insurance and health insurance and all the different, house insurance and things like that. But the one that was the hardest to sell was life insurance. And we were asking him, "Why is it so hard to sell life insurance?" And he said, "Because it's a preventative not a cure." After you get sick, you want life insurance. After you get sick… but it's hard because ahead of time you’re like, "Oh, I'm never going to be sick, I'm going to be fine." It's just like aspirin, no one wants to pre-buy aspirin but if you got a headache, you will give your right arm for some aspirin, right? It's the prevention versus a cure. People don't want to do the prevention and you see it right now, it's insane in our society. People are getting sick and all the problems and everyone will go and they want a magic cure for this thing. But nobody will go back to the root cause and like, "Hey, we're actually super unhealthy, we should change our diet and exercise." The fact that nobody on the news or on TV has mentioned that over the last 12 months is insane. Anyway, I'll get off that soap box in a minute but most people will not go for a preventative, how do you say it, preventative. You know what I'm saying? They wait for a cure though. And I'm not that way. I want to like, "What's a preventative ahead of time?" And so, one of my friends, he joined my inner circle a few years ago his name's Chris Wark and if you've heard of Chris before, he has Chrisbeatscancer.com or Chrisbeatcancer.com. And he is someone who came down he had, I think stage three cancer and ended up curing himself from it naturally without any chemotherapy and all these other things. And then, he's gone on and help hundreds of other people on this journey as well. And he's just an amazing person. He spoke at Funnel Hacking Live one or two years ago and just have so much respect for him. But he came out with the book. And so, I don't have cancer but I was like, the book came out I was like, "I'm going to read this book," and so I bought the book and I listened to it and then he had a course, I bought the course, I went to the course. I'm like, "I'm going through all this stuff because I'm like, "Man, I don't want cancer." I can go wait until I got cancer and then I got to figure this stuff out or freak out or I can be like, "Hey, I don't want cancer. Let me preventatively figure out who's the dude or the lady who's already solved this problem, who's got the framework that fixes this problem and let me figure it out?" And what's crazy and again, I'm not an expert on this at all so don't take my opinion. But if you love someone who has cancer, you should go to chrisbeatcancer.com. If you have cancer, you should. If you don't want to have cancer, once again, you should still go there, you'd be insane not to. So anyway, I'm trying to think where I left off. Anyway, so I was like, "I don't want to have cancer," so I started going through all the stuff, started listening to him, learning from it. It's like, "This is amazing." Oh yeah, I was going to tell you, he says that only 5% of cancers are hereditary, 95% are based on things like your environment, your diet, your stress levels. It's crazy. So it's like, if we know these things, why aren't we talking about these things? Why is it not on TV every single day? When he talked about the first time he went in for, I think it was him or maybe someone else, the first time he went for a cancer thing, the doctor looks at everything and then, after he got out of the thing, gave him hospital food and it's just like junk food, garbage food. It's like, we know what causes these things, why don't we focus in that? But that's not sexy, there's no money in that. There's no money like, "Hey, you should eat healthier, you should exercise, you should change your diet, you should change your environment." And so, it doesn't get the attention it needs. But anyway, so for me, I'm someone who wants to look for a preventative, it's rare. I'd say 0.1% of people in the world search for preventatives. They're always just looking for cures. They wait until something bad happens, look for a cure. I'm trying to figure out how do I protect myself today so that I don't have to worry about that? Maybe I will still have to, who knows, but if I can protect myself, I can fortify myself against that problem, I'm going to do it. So, Chris became my coach, I'm like, "He's the dude, I'm going to go through it and I obey all giants with helicopters and stage presence." So for this situation, I obey Chris' work as he's cured himself of cancer, he's cured hundreds of other people like, "Okay, I obey all dudes who cured themselves of cancer when they tell me how to prevent myself from having cancer." So, I just listened to what he said, did it and I'm going through it. So, part of it is this five-day water fast. And it's interesting he talked about how your cells in your body, how there's cells that are weak, there's cells that are dead, there's cells are cancerous, all these sorts of stuff like that. He said, "In your immune system the same way," there's these weaker cells, I'm probably messing up, if Chris is listening to this he's probably rolling his eyes, but you should go buy all his stuff because he'll explain it way better than me. But basically, what happens is when you do a water fast, your body literally starts eating itself because it's like, "I need food or anything," it just starts eating yourself. We know that, that's how you lose weight. Your body starts eating the fat cells or whatever. But in this case, the cells that die, they go the first are the weakest ones. I think one of the analogy is someone shared with me, it might've been him he was like, "If you're out in a forest and there's all these pine needles and pine cones, all the stuff they do controlled burns like the light, those things on fires, it burns all that stuff, it doesn't catch the fields on fire but kills all the dead stuff underneath, that way you don't have problems in the future." It's the same thing here where you do these water fast and your body literally will eat all of these cancer cells and disease and all sorts of stuff. And so, I started learning about that, I got excited, JLD if you guys know John Lee Dumas from Entrepreneurs on Fire, he told me about another book that I read about water fasting and stuff like that. And so I'm like, "I'm all in, let's do this thing." And so, I started day number one of water fasting because I want to kill off these dead cells, I want to protect myself or I want to make myself stronger and heal myself. And so, I'm excited. And if someone who is insanely healthy and in great shape and not having any issues, but man, I don't want to have issues. And so, that's why I'm doing these things now. I think Chris said that he does his water fast once a quarter so I'm probably trying to figure out some way to incorporate that more often on top of a lot of the shifts in my diet that I've made because of listening to Chris and other geniuses. So anyway, I'm telling you this, because number one, I want to tell you that I practice what I preach. I am as coachable as they come, I try my best. I try to listen to what they say, my coaches say, even if I don't have the problem, if I want to protect myself from the future problem, I listen. And so for you, in all aspects of your life, be coachable. Be coachable in business, be coachable in sports, be coachable in health, find coaches, ask, you hire then pay them. Find someone who has already accomplished the thing that you want and then pay them, ask them for advice, get their framework and then go and just do it. And don't question it, don't try to be smarter. Just like, "All right, I may have heard this in the past, I don't care. But at this point in time, I'm giving you my money. Therefore, I will do anything you say. I'm not going to fight you, I'm not going to talk you back, I'm just going to do the thing you say." And then, don't do what most people do like, "Okay, cool," and listen and not do anything, just do it. When I say instantly execute on it, don't wait a day, a week, a month, a year. Now is the time. You gave him the money, now it's time to make the changes. So, hope that helps you guys. It is literally the most important skillset you can learn as being coachable. It's not hard, you just have to do what the person says that you're going to do. It's keeping commitments, it's making keeping commitments. And I think that as a society, we have problems that we can't make. If people will make commitments, then keep commitments and like, if you want to be successful, you got to make commitments and you got to keep them. And the same thing is you got to go out there and find the people, find the people that have what you want. Give them money, that's that's a commitment you're making to them and then follow the process to a T. So, hope it helps. I'm at my son's friend's house, I'm going to pick him up right now and hope you guys have a great night. Thanks again for listening. If you enjoyed this episode, any episode, please take a screenshot on your phone, tag me and post it on social and tag me and then, if you love your life and you want to extend your life, I would highly recommend going to Amazon, worst case scenario buy Chris Wark's books on cancer. They are amazing and best case go buy his courses, dive in because he's an amazing person who's figured it out. And man, if there's only 5% of cancers are hereditary, 95%, we can be protected from by just shifting some basic things. And water fast is one of a million things, he's got a ton of things, they're not hard, they're pretty cool and they're awesome. Anyway, it's worth it to you, to your family, the ones you love so check out Chris Wark as well. And with that said, I appreciate you all and I will talk to you all again soon. Bye everybody.

The past week has been INSANE! My good friends Dean Graziosi, Tony Robbins and myself just launched a new offer from our joint “Mastermind.com” venture called “The Build Your Brand Challenge”! I did some high level PRE-TRAINING leading up to the challenge and I focused on what I believe is crucial for success: Transformation and Shift. And one of the biggest transformations and shifts happens when you go from GROWTH to CONTRIBUTION. ---Transcript--- What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. This last week has been insanity. Just so you know, you probably saw if you're on my email list or listened to anything we're doing, but we launched a new software company with Dean Graziosi and Tony Robbins and the software, you can go see it at Mastermind.com, if you haven't yet, but it's a marketplace where people can put in their courses and they can run live masterminds and a whole bunch of other amazing things and really excited, but what's even more exciting, for you guys as my marketing nerds, is how we marketed this whole process. We did this huge five day challenge, had over 200,000 people registered for it. From that, over 30,000 people signed up for the trial of the software. Now put that in perspective, click funnels after the first year of me grinding out click funnels, we had 10,000 members. So, 30,000 signed up during the trial or during the prelaunch week. I have no idea how many are going to stick and things like that, but I would say this is definitely... I'd be shocked if this is not the fastest growing software company in the history of all time. So, it's exciting. Now, one thing is that during this launch, before the live training actually started, Dean and I went back and forth and did some pre-training. I helped prepare and get people ready for the challenge and I did two pre-training sessions and I thought they were really good. Whether or not you're in the challenge or not, I think they're really good and so, I wanted to share them with you over the next two episodes. So, you can get a sneak peek about some of the pre-training stuff that hopefully it'll help you with some of your mind saying you prepared for the journey that you're on as well. So, that said the next two episodes are going to be from my pre-training and this first one is titled The Shift From Growth To Contribution and you've probably heard me talk about this in the past. I talk about it a lot in the Expert Secrets book, but I thought... Anyway, I'm just excited to share this with you because I think a lot of you guys it's going to be the thing that helps you to want to get off the sidelines and get into the game. So, that said, we’ll queue up the theme song, and when we come back you will have a chance to hear my first pre-training from the Build Your Brand Challenge. What's up everybody? I think we're officially live now. Hopefully this is all working. I've never done it this direction before, but I'm excited to hang out with you guys today and I wanted to jump on really quick and do another pre-training. Dean started off yesterday with our very first pre-training here inside of the Build Your Brand Challenge and today I want to get you guys even more excited, if that's possible. I'm not sure if it is or not. I know I'm super fired up for what's going to be happening for you guys over the next week or so. We have been killing ourselves preparing for this moment to give you guys the transformation and the shift that I know you want and I think it's going to be something that's really special and so, I just wanted to jump in here today and get you guys more fired up and give you guys just a vision of what to prepare for and how to get ready. I think when you guys have a chance to start on Monday, it's going to be insane. So, hopefully you are prepared and you got the time blocked off and the energy you're going to need because it's going to be a lot of fun. So with that said, how many of you guys are pumped to be here? How many of you guys are excited to be in this group? Seriously, this is the group. This is growing faster than anything I've ever been involved with. Yesterday, we had over 26,000 people register for the challenge. Today, it's noon my time and we're already 10,000 people registered today. This is growing so fast and it's exciting. So first off, if you haven't invited your friends yet, invite people you love. Do this with them, okay? I don't know about you, but the first time I did a weight loss challenge, I tried it by myself and I gave up after 30 seconds, right? Then I invited my wife and my friends into it and then we lasted and it was amazing. So, make sure to invite your friends, invite family members, invite business partners, other people who want to do this kind of thing too. Bring them in the challenge with you. Participate. I promise you if you have other people doing this with you, you're going to love it even more than just doing it by yourself. So, that's number one. Number two, this is what I want to talk about today. Dean said, "You can talk about anything you want Russ. What's the biggest thing you can give people?" And I think as I was thinking about this, I was like hey, I know that a lot of you who are here today, you've come off of Tony's list. You've come off of Dean's list. You've come off of my list and my guess is if you are here today, then you probably like personal development, right? You like growth. You like trying to figure things out, you like studying and learning and you're obsessed with it, right? Let me know if I'm in the right group. How many of you guys are obsessed with personal development and growth and trying to figure out how to get yourself to the next level and the next tier? If that's you in the comments down below, I want to know. There they are. I can see you in the comments now. Okay. So, that's you guys. Let me know if that's the kind of person you are. My guess is you are, otherwise you wouldn't be here. I know that's the kind of person I am, okay? I know when the very first time I went to a Tony Robbins event, I was there because I wanted more in my life. I wanted to figure out how to have a better marriage, how to have more happiness, all these things, right? And I was looking for ways that I could personally grow, okay? And how many of you guys have felt that or you're in that stage right now of growth where you're like, "I need to grow," and you're studying and learning and you're listening to podcasts and watching videos and doing all the things because you're just loving this growth phase of your life? How many of you guys are in that phase right now? All right. We've got a lot of... All right. We've got you guys who are in the growth phase. So, I want to talk about this because there's a time in all of our lives that we go through growth, right? And you keep growing and growing and growing, but eventually the next tier of growth doesn't happen through you just growing more, right? From listening to the podcasts, from reading another book, the next phase of your own personal growth is when you start shifting from growth to contribution, okay? And so, some of you guys are thinking, "What are you talking about?" So, it's shifting from growth to contribution. So, contribution isn't where... Growth, as powerful as growth is, growth is about you, right? It's about you figuring things out. Contribution is about you helping other people and when you help other people, the most amazing, fascinating thing happens, is you start growing at a faster and higher tier, right? And business, I believe, in building your own brand and all the things you're going to be learning about is the next tier of that. That is the greatest contribution you can give is taking these things, taking all the growth, all the things you've been given, all these gifts and shifting it to now how can I use these things to help change the lives of other people? And when you do that, that's called contribution. So, I'm going to show you guys some stories to illustrate how this has happened in my own personal life and it's probably going to be a reflection of how it either has happened in your life in the past or it's going to be a glimpse of what's going to be happening to you guys as you go through this challenge, which is really cool because my goal for you is I want figure out how can I get you guys off the sidelines? How can I get you to not just keep growing and making yourselves better, but how do we shift to start transitioning, to start serving more people, okay? That's how we're going to change the world as business owners, as entrepreneurs, as people who care, okay? And so, the very first time I ever got this. So, anyone who knows my story, I was a wrestler growing up, right? It was my thing. It's all I cared about. It's all I thought about. I wanted to be the best wrestler in the world and so for me, that's all I did. In high school, I was obsessed. I would wrestle every morning. I'd wrestle every night, before school, after school, during school, I'd sneak away and go wrestle, as much as I could wrestle. I would go to camps. I'd read books. I watched videos and it was all about growth, right? And during my high school career, I became really good at wrestling. In fact, all through high school I was a state champion. I was the high school all American. I took second place in the nation and all these things, right? But for me, that was my time of growth. I was just learning, absorbing everything. Every coach I could find, every person I met, every single match I would watch, I'd study. What are they doing, why they were doing? And it was a growth phase in my life, okay? I got done with high school and I was lucky enough to get some scholarship offers to colleges and the summer before I went to college, I remember one of my wrestling coaches said, "Hey, I'm doing this wrestling camp. Would you like to come and help coach?" And I was like, "Well, I never actually coached before." I'm a wrestler and I'd been to the camp before as a student, I'd never gone as a coach and I was like, "Ah, I don't really know." It was my last summer after high school. I'm going to hang out with my girlfriend at the time and things like that and I remember my coach was like, "I'll pay $200 for the week," and I was like, "I'm in," because I had no money. I was like, "200 bucks is insane!" So, I went to this wrestling camp and it was the first time that I had been given the reigns of hey, no longer are you here to learn. You're here to help these kids. Here's the kids that you're in charge of helping and I remember I was nervous and I was like, "Ah, I know these things, but I never taught them before. I never shared them. I never helped other people with them. I know they work for me, but will they work for these people?" And I remember one of the moves I'm really good at, the move called the cheap tilt, and at the wrestling camp there's 300 kids there and the coach is like, "Hey Russell, I want you to teach your best move to all these guys," and so, I calm down the kids and I try to teach them. Here's how you do cheap tilt and I showed them how to do the move. I said, "Okay, go practice it," and I thought oh, they'd understand it. I remember the kids going out and they start trying to do it and none of them were even close to getting it right. They were horrible and I was just like, "What in the world?" I'm like, "No. Come back in. Come back inside." All the kids come back in. I'm like, "No, you did it wrong. This is how you do it." I showed them again. I said, "Okay, go try it again." They all went out there and none of them could figure it out and I had this shift. I was like okay, they're not getting it. This seems so simple. How are they not able to figure this out? And so, I had them come back in and said, "Okay, what am I doing and why am I doing it?" And I started noticing okay, the reason why this is working is because this is how my hips are structured and this is where I'm holding his arm and I started looking at the things, I started breaking it down and I started coaching the kids through it and I started showing them. I'm like, "Okay, the reason why this works is because this is how you're hip," and I started showing them all the little intricacies and as I started showing them that, I was like, "Oh my gosh, I had no idea that that's why this worked," and I started thinking about my own personal life, my own personal growth. The reason why I lost this match, I didn't accomplish this is because of these little things I hadn't noticed before and as I started coaching kids and started showing them and started contributing to the help of other people, I became a better wrestler, okay? It was this transition from me trying to learn everything to me trying to teach people and trying to show people and trying to contribute to others that I got the next level of growth, okay? And same thing happened to my business for years. I was going out there selling products, selling services. I was having success and eventually I hit the ceiling where I couldn't grow any more. I didn't know why and I thought my growth ceiling, I've hit it. I need to shift to contribution and that's how I started helping other entrepreneurs, other business owners and showing them what I was doing and as I taught them things, I started understanding why things worked and why things didn't work and it helped me get to the next tier of growth, okay? So, for all of us who are obsessed with growth, the good news is you're going to continue to grow, okay? But the better news is that your level of growth will first be first, getting something new, it gets really fast and then you start hitting the ceiling of growth, right? Now, when you start hitting that ceiling, you're like, "I'm looking for more. I want more. I know there's the next level." The next level is contribution. It's you shifting from being on the sidelines and growing to you getting out on the field and coaching other people and helping them and helping them through that process, okay? And that's why I'm so excited about this Build Your Brand Challenge is my goal and Tony's and Dean's is to help all of you guys who have been in this personal development space, who have been growing, how do we take the stuff? You've become someone amazing. How do we help you to contribute? How do we shift that from growth to contribution? And you do that by building your brand, by creating a business, by sharing these gifts that you've been given, okay? That's what we're going to be talking about, which is so exciting. How many of you guys are freaking out about this? Okay. Now, I'm sure there's two sides, okay? Hey, half of you guys are probably here and you're like, "Yes. I'm ready to change the world. I've got these gifts, these talents, these things that I've learned. I know that I can change somebody's life with these things. I want to go and do it," right? And you're looking forward to that. You're so excited, right? How many of you guys are in that phase where you're just freaking out. You can't wait til Monday. You want to start running today, okay? Now, the other side. How many of you guys are on the other side and you're like, "Whoa, I don't know if I'm ready. I am still growing. I'm not ready. I'm not prepared," and you're on that side? Okay and you're like, "Ah, I'm not ready yet?" So, let me know. There's two sides. How many of you guys are like, "I'm pumped?" How many of you guys are like, "I'm freaked out?" I want to know which side, okay? If you're pumped, comment, "I'm pumped." If you're freaked out, comment, "I'm freaked out," and if you're both, be like, "I am a little bit of both Russell," okay? Because I want to see both. I know that all of us come here at different phases of our life, okay? All right. We've got people who are pumped. People who are excited, people who are nervous. Okay. So, I want to share one last story with you guys for those who are on the nervous idea of, "Oh my gosh, this is scary," okay? And I get that because I was the same way. I remember when I first got started in my first business, my first journey like the one we're about to take you on, I was the same thing. I don't know if I'm good enough. There's people that are smarter than me. There's people that are better than me. There's people that have done this longer. I'm not ready and I remember thinking out loud in my head, "As soon as I've done this, then I will go and I'll start helping people," right? And what's funny about it is now I've been doing this for 18 years. Tony and Dean have been doing it for 100 years each. I still, at this point in my career, don't feel like I'm ready, okay? So, hopefully that gives some of you guys hope, but I know that I was like, "Man, if I don't start today... There's people I can serve today, right? And maybe I don't feel like I'm the best in the world. I'm not Tony Robbins yet. I'm not the next tier. That's okay. I've started on this journey and I'm a few steps ahead of people behind me and I can look back and I can grab their hands and I can help them. I can pull them to where I'm already at, okay? I don't know all the answers. I don't know exactly where I'm going, but I do know how I got to here and I can look backwards and I can grab people's hands and help them, okay? There's a book, well there's a movie. How many of you guys have seen the movie Catch Me If You Can? Okay. Leonardo DiCaprio's in it. It's a really fun movie about this guy named Frank Abignull, Abignull, I think is how you say his name and he was a forger, a criminal. He did all sorts of things, right? And the movie's really funny. It shows all these different things where he's an airline pilot and he's a doctor and he just shows up and he acts like he knows what he's doing and people just let him do stuff. Now in the movie, this part didn't make it in the movie, but if you read the book, Catch Me If You Can, the book, there's a chapter in there where he talks about how during his life of tricking people and things like that, he actually went to Brigham Young University and he walked into class. He sat down in class and there was no teacher. He said, "I'm just going to teach this class," and it was an advanced sociology class. So, he got up in front of it, opened the book and started teaching advanced sociology and he taught it for an entire semester, right? And he didn't know it. He just showed up and he started teaching it and later when the feds actually caught him and arrested him and they were doing all the interrogations, they asked him this question, they said, "How in the world did you teach an entire semester of advanced sociology? You were just a kid," and he said something that was so profound. He said, "All I had to do is every night I'd go ahead and I'd read the book and as long as I stayed one chapter ahead, I was able to lead all these students where they needed to go," okay? And so, that's the key. You guys have been doing this for a while. You've been going through this growth phase where you're learning, you're growing, you're becoming better at whatever your skill is, whatever your craft is, right? Everyone is different. Some of you guys, it's weight loss, some of you guys it's fitness, some of you guys it's business. I mean, you guys, whatever it is, right? For me, it's this thing called funnels, which most of you don't even know what that is yet, but that was my thing that I became obsessed with and I started growing and growing and growing, right? And even though you may not be the best in the world or where you think you want to be or whatever, as long as you're a chapter head, you can go back and start helping people and start sharing them and start taking them on this journey with you, okay? And so, I want you to remember that. You've been on the sidelines learning these things and you become somebody amazing. Otherwise you wouldn't be here, right? There's a reason why you're here. You felt that tug, you felt that pull. That's why you registered. You're like, "Yes, I want to be part of this. I want to create my own brand. I want to do these things." So, you've been doing this. You're already two or three steps ahead of so many people that you can serve. So many people's lives you can change and so, I'm excited and Tony and Dean, I think we're so excited to give you guys the tools now to look back and say, "Okay, I may not be where I want to be yet, but I'm a few steps forward from these people and I can serve them. I can change their life," okay? I can give them some of the gifts that I've been given and when you do that, this is what's amazing, okay? This is where you start shifting, where you've been in a phase of your life, you've been growing, growing, growing and you're going to shift to contribution. You're going to look backwards and say, "Oh my gosh, these are the people I can help," and you're going to start pulling them along and start giving them the gifts and the tools and the things that you've been learning and their life's going to get transformed and as you do that, as you make that shift from growth to contribution, that's where you're going to have the next phase of your growth. A phase that is unequal to what you've experienced from your own personal growth. I've gotten 100 times more growth from contribution than ever have from growth alone, okay? So, if you've been like, "Man, I've been on fire, I've learned so much in my life. I've grown so much," you have just scratched the surface, okay? We're going to be taking you through a process from growth to contribution and in this journey, you're going to get 100 times more growth than you've ever experienced so far in your life and it's not going to make sense at first. It's not going to be like, "Oh, sure. Russ, I don't believe that," but I promise you when you experience it and there's nothing better than when you have a chance to look back and you help pull somebody and you give them the transformation. Your own transformations are amazing. I remember them. The feeling you get and like, "Oh, I had this transformation." Whatever your thing is, right? You had this transformation that changed your life and it was amazing. It feels so good. Now imagine that times 100. When you look back and you give that same transformation to somebody else, it's always better every single time and so, that's what we're excited to give you guys. That's what building your brand and building a business and all the things are about, is taking this growth phase that you've been having and it's transitioning it to contribution, okay? So, my goal for you guys is for any of you guys who've been doing this for a while, who you're excited is I want to get you guys off the sidelines and come and play this game of contribution, come and play this game of business, come and participate in it and it's going to be hard. It's going to be scary. It's going to be fun. It's going to be all the emotions are going to happen, okay? One of my friends, Steven Larson, said that starting a business is the greatest personal development course you will ever go through. You will learn more about yourself, about the things you're good at, the things you're bad at. All these things are going to happen and it's going to be crazy and it's going to be scary and it's going to be so much fun and so, we are excited to take you guys on this ride. I'm excited to be on this ride with you guys to take you through this process. As we were crafting out next week and I was just thinking back about when I got started and the very first time I had a chance to learn some of these things, the very first time I had the aha and the epiphanies and these moments and how transformational it was for me and I am so excited to give you guys some of these aha's. So, my goal for you is to show up and to show up at a level you've never done before. Show up with excitement and energy and I don't care if you're nervous, if you're afraid, all those things, show up anyway and we're going to take you through a process and it's going to be fun. It's going to be simple. It's going to be easy. It's going to be something that I think you guys are going to love and I think that's what I want to share with you guys today. So, if you're pumped, a couple of things. Number one, I'm pumped. The Monday is going to be so much fun. I'm going to be going live again before Monday. By Monday, it's going to be me, Dean and Tony and we are going to... Anyway, I think we're all going to try to one up each other. So, I'm going to be bringing my best stuff day number one. So, do not miss it because I don't want to look dumb in front of Tony Robbins. Completely honest, I'm a little nervous about that. So, I'm going to be trying to up my game higher than I've ever done in my past. So, day number one is going to be insane. We've got a special guest on day number two that I cannot wait to share with you guys. Her name's Stacy Martino. If you haven't met Stacey yet, she's somebody who literally is in the same journey with you guys. She's just a few steps ahead of you, okay? Stacy's someone who, and I'm not going to ruin her, I'm not going to tell her whole story, but she's someone whose marriage was falling apart and she figured out some frameworks and some tools and some things to save her marriage and after that, she started implementing these things that we're going to be showing you guys and she'll be showing you exactly how she's done it as well and in the last few years, she's had a chance to save over 10,000 marriages. People that go through their programs have less than a 1% divorce rate, which is insane considering the country's is what? 50, 60, 70%. It's crazy and she's going to show you guys the same journey and you're going to learn from her. You're going to see from her. You're going to see the shift from growth to contribution, how this personal development she did for her own marriage, how it changed her marriage, changed her life and now, the shifting to contribution, how she saved over 10,000 marriages. Look at that. How much better does that feel? That is insane. So, you're going to hear her story on day number two and day number... Oh. The whole week is choreographed and built out in a way that's going to be transformational for you guys and so, I'm excited for you. Also as you guys saw when you signed up for this, we also have this really cool software platform that's going to make this even easier for you. In fact, on Monday you're going to have a chance to go in there and start building things out and that's not required for you to go through this challenge, but it will make the process so much easier. So, if you haven't got that yet, make sure you go back and get the trial for the software. That way you can just use it. It's free during the challenge. It'll give you a chance to use it. If you don't like it at the end, you can cancel it, but it gives you a chance to go in there and start building out the stuff we're going to be doing together and man, there's so many fun things. I don't want to ruin the surprise, but it's going to be amazing. I'm really excited. So again, how about this? This is your first homework from a growth to contribution standpoint. All of you guys signed up here because you wanted your own personal growth, okay? So, my challenge for you today is who could you invite? Who could you contribute to? Who's life do you know could use this? Who do you know that's in a job they hate? Who do you guys know who's got talent or skills that you know that man, if they took that and turned it into their own personal brand, it could change the lives of tons of people, okay? This is your job to contribute right now is go invite people to this challenge, bring them in. Like I said, this is the fastest growing thing I've ever been part of. I think it was 26,000 people joined yesterday. There was over 10,000 before I went live today. I think we're going to have hundreds of thousands of people here and so, bring the people you love. Bring the people you care about. Contribute to them, invite them to be part of this. Tell them to come watch this video and get them fired up. It's going to be so much fun. Anyway, I'm pumped you guys. Are you as excited as I am? Ah! This is going to be so cool. It's going to be so much fun. Oh, anyway, okay, I don't want to leave. I've got 777 people live with me right now. The last thing I want to do is leave, but I don't want to overstay my welcome. So, I appreciate you guys hanging out today. It's going to be so much fun. I will see you guys again in a day or two. I'll be jumping back in here with the next phase for pre-training, but hopefully this gives you guys just a vision of what's possible, what's happening, where we're going, how you're going to able to change the lives of so many people through this process and not only that, it's going to change your life at a level you never even thought was possible and that's what's so exciting. So, if you're pumped let me know in the comments down below. When I end this video, I'm going to go and read every one of these comments. So, the more you tell me, tell me your story, tell me why you're excited. Tell me why you're afraid. Tell me all those things and I'll be incorporating as much of those things into the training that I'm doing as possible to help make sure we're serving you guys at the highest level possible. It's going to be fun you guys. Thank you again so much for participating in The Build Your Brand Challenge. I cannot wait to help take you guys off the sidelines, get you in the game. Get you changing people's lives at a level you never knew was even possible. It's going to be so much fun. There's no one better on this planet to learn from than Mr. Tony Robbins, Dean and I. We're pretty cool as well, but we are not Tony, but between all three of us, we are here to help serve you guys and help take your lives, your business and your contribution to the next level. Thank you guys so much. Appreciate you all and I'll see you guys as again soon. We'll see you Monday. Ah! Alright, bye everybody.

This is one of the keys we used to grow our company initially that I totally overlooked and forgot to talk about. On this episode you’ll hear Russell talk about a strategy he used a lot when he was getting started in business. You’ll hear about: Creating products for someone else and letting them keep 100% of the profit! How he continues using this strategy today (with Tony Robbins!) And how these products/services may seem like failures in the short term, they help build your online presence in the long run. So listen in to find out how you can use this strategy in your business. ---Transcript--- What's up everybody? This is Russell Brunson. Welcome back to The Marketing Secrets Podcast. Today, I am streaming to you from an amazing cabin out on a lake with my family. And as I've been sitting here, just thinking away from my computer for a little while, I started having some realizations about one of the biggest keys that helped me get success initially, that I forgot about. And I've been watching some people who've been using this strategy and this concept strategically to grow their companies quickly. So I want to share with you some of my thoughts. All right. So when I first got started in this whole game, right? And it was interesting because I didn't have, we talk about resources versus resourcefulness. I didn't have any resources. My wife at the time was making $9.50 an hour. I had no job as a wrestler and we were living in apartment that was like $475 a month. So between that and grocery money, like the $9.50 an hour she was making did not go far. So we didn't have any resources. Right? So I get it when people are like, "I don't have the money, I don't have the resource." I was there. And so for me though, and this is before, even before Facebook ads, before all these things, it was like, how am I going be successful? And so what I started doing, and I didn't call it Dream 100 at the time, but literally we were going through and finding Dream 100 partners. Like I was looking at people. I was like following all the people in the market that I wanted to be in. And I was just so fascinated by them. I looked at what they were doing, how they were doing it, the products they create, what they were launching. I was on all their email lists. I read every email they sent out. This is before podcasting, even. If they would have had podcasts, I would have listened to them. But back then we did tele-seminars. I would get on all the tele-seminars. I was watching what everyone was doing. And I was like immersing myself in this market trying to understand, trying to get my finger on the pulse of what was happening and why it was happening. And who were the players and what were they doing? And why were these guys products doing so well? And what were the different hooks and the angles they use? I don't know, just watching. And I was mesmerized. I remember I felt like I had like stepped into this world with all these producers, all these people making tons of money. And I was just like a little kid in a candy store, just watching and observing. I remember looking at all these things and just thinking like, "Man, I don't know what to create. I don't what to do. I don't have any ideas. I'm not creative." But I was watching them and as I see people doing different things, I started getting ideas. And it's funny because I think so many of us nowadays, we have ideas for a product and so we go and we create this product and we create it. The thought is I'm going to create it, I'm going to go sell it, this is going to me by product. But for whatever reason that wasn't my initial concept. My initial concept was always like, what can I create with that person? I think part of it is because I had like the hero factor, or I was idolizing, whatever you want to call it. It was just like; there were these gurus who were so cool. How cool would it be to work with them? And so as I started creating, especially started having ideas, my first few projects were all like I never thought of like, let me create a product and have this person promote it. It was like, "How do I create something with that person?" And so I'd go back and I'd pitch them like, "Hey, you're really good at this thing. What if we create this thing together?" And like that became these things and I was trying to come to the table with something amazing. And I thought if I did all the work and I dealt with the heavy lifting and I gave it to them, they would promote it and it would be a win/win. And so I was in the role of like I'm going to do 100% of the work. They're going to do nothing, but I'm going to leverage their name and their credibility and their list. And so one example, one of the guys who I studied a lot at the very beginning was a guy named Alex Mandossian. And Alex is a genius and I remember at the time he had this course called, he had a bunch of courses. He had Teleseminar Secrets, he had a postcard. I think it's called PostcardMarketing.com or something like that. I don't know. It was a postcard course. About the same time, there was a network marketing program coming out called Send Out Cards and I was like, "Oh my gosh, Alex needs to send out cards. He's teaching people postcard marketing, this is a tool that works that way." And so I was like, "I want to create something with Alex that'll get people into this thing." And so I went through and created an idea for it. And I was like, "Here's the project. Here's the idea." And I mapped it all out. It took me a while to get a hold of him, get through all his gatekeepers. And finally I pitched it to him. I was like, "Here it is." And at the end he was like, "Well, what's in it for you?" And I'm like, "Dude, I just want to do this project with you. You can keep all the money. I don't even care. I just want you to promote it. And if we can get my name next yours." And luckily he eventually said yes and I killed myself on this project. Probably not the best example because that project didn't end up going anywhere, but that's how it worked. And I do that over and over and over again. Like all my early projects, they were co-branded. I found someone who was already successful, who had something. I brought something else to the table. I did all the work and they just promoted it. And that was kind of the thing and I was able to leverage their credibility and their things and it was awesome. And for a long time, that's how I started growing my company. I was piggybacking on the backs of all these other people. And I was co-branding products together. I do all the work, slap their name on it, and it was amazing. I remember I came out with a product called RSS Generator. And at the time Armand Morin had like 20 different generator products. I remember I created this whole product, spent a ton of money, energy, really expensive. And I remember designing the site and all of Armand's sites at the time had his head up at the top. So then I had the site designed with his head and my head on the top. I remember bringing it to him like, "Hey, do you want to add another product to your product line?" He's like, "What do you mean?" I'm like, "Well you have all these E-cover generator, header generator, blah, blah, blah. How would you like to own RSS Generator?" And I said, "Go check out the site." And he went to the site and there's the site done, it's finished, his brand, it's got his head on it and my head on and everything. And he's like, "Dude, that's amazing." I'm like, "You want to partner?" And he's like, "Sure." And I remember the next big seminar he promoted from stage this new project that me and Russell have been working on called RSS Autoresponder. It's crazy. Right now, we are about a week away from launching a big project with Tony Robbins and it's this new software we created that's insanely cool. And it was kind of the same thing. We build the whole thing and then came to Tony like, "Hey, this thing's done. You want to be part of it?" And he's like, "Yes." And so now it's Russell, Dean and Tony's software and Tony didn't do anything right, but he needs to show up, he put his name on it and we leveraged his credibility, his list and it'll be arguably the greatest launch in the history of the world, right? Again, to this day, I'm still doing it. And I start looking at like some of the people who've come into the click funnels world who are really, really smart, right? Jim Edwards is a good example of it. Jim came and he could have easily came to me and said, "Hey Russell, I have this software that writes scripts for people. You should sell it to your list." And I would have said, "No," but instead he came to me and said, "Hey, I have an idea. I have all this cool software. What if we made a new version for you? And I'm going to use your scripts from your books and we're going to build this thing and we'll call it Funnel Scripts." And then he pitched me on this idea. And I was like, "What do I need to do?" He's like, "Nothing. I will do all the work. I'll do all the effort. I'll do everything. All you got to do is you got to put your name on it and sell it with me." And I was like, "Done." And so we did that. You look at it now, it's been what? Three or four years since Funnel Scripts first came out and that one product alone has hit Two Comma Club X. Jim makes a lot of money every single month. And he did all the work for it, but he came and co-branded it with me. And it's this thing now that we sell every single day, like consistently. It in and of itself is a huge business, just this one thing. But he was able to come to us and kind of leverage our credibility. I think you got to start thinking about things that way, especially if you're just getting started. Instead of like just I'm going to create a product, I'm going to go drive Facebook ads and stuff like that, how do you latch on people who already have the credibility, already have these things? How do you co-brand something together? There's no rules. You can make anything you want. Another good example, inside of Two Comma Club X Coaching Program we're building out, having everybody do these summit funnels. And so we're launching a new company with the students to show them like in real time, this whole thing happening. And so we're doing a summit just like them. And we're asking people and we got somebody who we approached to be part of the summit who has a million person list. And they're like, "Oh, we can be part of the summit, but we're not going to promote." I'm like, "What would it take for you to promote?" They're like, "I don't know, what do you have?" And so we came back and said, "Well, instead of paying you 50% commission, what if we paid you 100% commission? And instead of this, what if we do this?" We just gave them everything and they were like, "Done." And now we've got somebody who's got a million person list who's going to be promoting our summit, which is insane. Right? But we had to renegotiate, figure it out. It wasn't so much it was co-branded, but same kind of thing where you're leveraging their credibility and giving them whatever it takes. Okay? I have friends in the past who have gone to affiliates and said, "Promote my product. We'll co-brand it and I'll give you 100% of the commission." Oh, in fact. Okay. Here's another funny, sorry. This story is kind of funny. Some of you guys know who Logan Paul is. I'm not going to give you my opinion on him or anything, but he posted on Twitter the other day that he'd give $10,000 to any influencer who could beat him in a wrestling match. And so obviously I was like, "Dude," so I wrote him back, I said, "I'll give a hundred grand if you win. And if I win, I'll give a hundred grand to charity, to OUR." And so I put it out there and it's been funny, I've been texting back and forth. I'm trying to set up this huge wrestling match with Logan Paul. And it's funny because if you don't know Logan, he's got like 20 million followers on YouTube. He's got 18 million on Instagram and all these things. It was funny because we're kind of negotiating this thing, which I'm hoping happens. Cross your fingers it happens. But we've gone back and forth. And he was asking me, he was like, "Well, what's in it for you?" Because I was like, "Literally I'll pay you a hundred grand win, lose, or draw. Just let's do this thing. I'll pay a hundred grand. I'll donate money to charity. I don't even care." And he's like, "Well, what's in it for you?" I'm like, "Dude, what's in it for me is I get to wrestle Logan Paul. That's going to be on a YouTube channel in front of your 20 million people. You're going to Instagram it. I'm just leveraging for the credibility." I was like, "You can sell tickets to this thing and keep 100% of the money. I don't want $0 from it. I'm just leveraging you and your credibility and your personality to bring more people into my world, right?" I don't know, I just want you guys to start thinking that way. I think so many of us think about the short-term, like how are we going to be making an immediate ROI? It's like, no, no, don't worry about that. I'm not going to make any money off my Logan Paul wrestling match, right? I'll lose money. I'll give money away. But it gives me publicity. It attaches my name to this thing. It does all these things now, if I'm able to pull it off, that will in the long-term, make me insane amounts of money. And that's what I'm looking for. I'm looking for these partnerships. So think about that as you're building your businesses. Think about the projects you have, think about the ecosystem you're in. Who are the influencers, who are the people that have the lists, who are the people that have power, that have money, that have connections, that have these things? What can you create? Instead of getting them to promote as an affiliate, what can you create, you can co-brand and let them be part of it, right? Where you do all the work, they slap their name on it. They promote it to their list and you split the money. Maybe you'll split it 50/50. Maybe it's 90/10, whatever. Take less money, but then you're building your list, your credibility, your reputation, all of those things. In the short term, if you looked at most of those early projects I did, the co-branded projects, most of them from the outside look like failures, right? But if you look at the compounding over a decade, it's like this one lead to this, this lead to this, this lead to this, every single time it introduces me and my personality and my brand to a new segment of the market, a new segment until eventually it's like man, I see this guy everywhere. Right? I see Russell everywhere. How many of you guys felt that before? Now I see Russell everywhere. I open up my phone and wherever I go, he's there. It's because I am. I'm there on podcast interviews, on ads, and they're on as many things I can. Hopefully I'll be there on a wrestling match, like all the things, and that's kind of the goal. So I hope that helps, just put that thought in your guys' head as you're starting to think through this and your business and trying to put them all together. That said, we're about to go and jump on some boats and some jet skis so I'm going to bounce. Thanks you guys for listening today. If you got any value from this, please take a snapshot of it and post it on Instagram or Facebook and tag me on it. I'd love to see it. And let me know your biggest thoughts, your biggest takeaways and drop some ideas about it, like how you think you could co-brand your next project or take your existing product and co-brand it with somebody. If you do that, I want to know about it because it's going to be a shortcut to your success. Thanks so much you guys. And I'll talk to y'all soon.

You want to hear what they say to me? Because they’re probably going to say something similar to you. On this episode Russell gives several examples of some of the angry messages he receives from people on social media, and gives some advice about what to do with it. Here are some of the insightful nuggets to look for in this episode: Find out why Russell doesn’t give too much thought to the haters. Hear what some of the things are that people get angry at Russell over. And see why the best advice to get through people who say horrible things is to get a thicker skin and learn to ignore them. So listen here to find out how Russell has grown a thick skin and learned to ignore the haters. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets podcast. Today I am in a huge van driving around Bear Lake and I wanted to share with you guys some thoughts because a lot of you right now are in the process of starting to publish, especially for the Two Comma Club X publishing program. We have you all publishing podcasts, and YouTubes and blogs, and a whole bunch of amazing things, and my guess, not just my guess, I know this is true, one of the biggest fears for most of you guys including those who haven’t started publishing yet, which is probably the reason why you haven’t started publishing yet, is because your fear about what people are going to think about you, what they’re going to say about you. So this episode, if that’s you and you feel that way, this episode is for you. So I want to come back to my goal with this episode, it’s funny because every time I tell someone to start publishing, they start doing it, the first thing that happens is they get beat up. You start getting people commenting, and usually the weirdest things are your friends and your family at first are like, “Why are you doing this? Why are you trying to grow? Why are you sharing? Just go back into your little cave and just don’t talk like you used to be. We liked you better that way.” That’s the first wave of the weirdness as you start putting yourself out there. And I remember going through that back 17, 18 years ago now where people are like, “Why are you doing these things? Stop.” And then after that, then as your voice starts getting louder, and you start getting better, and more people start finding out, you find this really weird thing. Number one, if you’re neutral nothing happens so it doesn’t grow. So I want to warn you again about that. Neutrality, while it may seem nicer and less annoying, it doesn’t help, it doesn’t get your message out there. If you really want to grow you start putting out there your thoughts and your beliefs and your message, and you create that polarity. And that polarity does one of two things. Number one, it draws people to you. The more polar you are, the more people will be drawn to you. But then the opposite side of polarity, when something is pulling toward, there’s also the thing that pulls away from you. And that’s the people who are going to freak out and not like you. And I get people all the time, “Well, it’s easy for you Russell. Everyone loves Russell Brunson.” And I’m like, “Oh, let me tell you.” So this is what this episode is about. I want to tell you that part of it. So I’ve been on family vacation right now. We’re down at Bear Lake with my kids, we’re having a good time with my family. And there’s a lot more down time here than I’m used to in my normal life. In my normal life it’s like, I wake up and I am running until I pass out at night. And that’s the pace that I set. In fact, I’ve got so many friends and coworkers and employees and people who are like, “Man, I do not know how you keep this pace up all the time.” But that’s kind of my pace and I love it and it’s like my normal thing. So here I’m at Bear Lake and we’re sitting at the lake and it’s like, there’s no pace. We’re on the sidelines just chilling and I’m freaking out. Must run, gotta create something, what do I do? So a couple of times I sneak my phone away and start looking at stuff and I go through all my messages and everything and then I’m kind of done. So I spent some time going, you know when you have Instagram or Facebook, it’s like your messages that your friends and family send you, but then there’s another tab of people who aren’t your friends and they message you, it just kind of goes in there. So if you want to them, you can. So I decided to explore in the other tab, and first off, I want to warn you before you look in that tab, if you think the comments that are public are mean and brutal, the comments on the other tab are even worse. And I want to caveat first off by saying, I know that people have it worse than me. So I’m not going to, in fact, I’ve got a friend, someone in our Clickfunnels community who was showing me, she gets men, men send her the most vulgar, horrible things to the point where I would love to fly out and just take these people out. Anyway, so I don’t get much of that, thankfully, so I do understand that there is worse. But I do want to give you a snapshot of what I saw today, because it’s kind of like that Adam Sandler movie where it’s like, ‘They’re all going to laugh at you.” Yes, there are going to be people laughing at you as you do this thing and they’re going to make fun of you and everything you say. No matter strong of a stance you have one way or the other, people are going to attack you. And it was just kind of a, today was an interesting day to kind of see some of that stuff, so I’ll share some of them. One of them was somebody, I was posting pictures of my kids, and me and my family on vacation. And this person had been sending me messages, and I didn’t realize this until I looked in the other tab and started scrolling up, for over a year. Hundreds of messages talking to me about how horrible of a person I am that I have 5 kids, and I’m causing over population and I’m killing the world and killing these things because I have these kids. You think like, ‘Oh Russell, you have this cute little family and your kids are so awesome. And you’re a dad who’s trying his best to help raise them in the best way.” all these kind of things. But it’s like, no there’s people on the other side saying you are ruining the planet because you have so many kids. This other one where we had just gone to Waffle Me Up and we did take home because Covid rules, you can’t eat at a restaurant, so they put them in these Styrofoam, not Styrofoam, they were actually like cardboard boxes. I don’t know. So we brought them home, we were eating them, and I look at this thing and I went to the other folder, and there was a message from some guy and I start reading it. And there is hundreds of messages over the last two years of this person commenting on every single thing I’m doing that’s destroying the environment. Talking about how the plastic forks were, “How can you care about these other causes when you’re destroying the environment with your plastic forks? And you’re this thing and you’re that thing.” And I had a picture of my jeep, I saw a month earlier, and it’s like, “You’re destroying the ozone layer with that jeep.” And just ripping on me, how horrible a person I am because I use basic products, just stuff. There’s that one right. I’m trying to think of all of them now, there’s so many. Oh with, right now as I’m recording this, it’s world trafficking day, so I’m talking about OUR and how we’re raising money. And you’d think that would be a positive thing, like “Hey Russell, you’re trying to save kids from sex slavery. That’s a noble cause, you should do that.” And you think that everybody in the world would be like, “Yes, Russell that is a good noble cause.” But it is not the case. Instead what happens is there are so many people that are angry with me. Saying, “Oh Russell, you’re a white savior, trying to save these little kids. Blah, blah, blah.” Thing after thing after thing. “Why don’t you care about people in your own home town? There’s problems happening in your own town? Why do you have to go help people outside the country?” tons of negative around that. And then I had other people that were yelling at me because I had shared Jermaine Griggs post who is one of my black friends who spoke at Funnel Hacking Live and he made a really good post about kind of his struggles with stuff. So I posted that, and somebody yelled at me, “Why are you concerning yourself with these kind of topics when there’s kids being taken away, sex slavery. You should be focusing on those efforts.” I literally am doing both, I’m trying my best here. Anyway, that’s just a small sprinkle. It goes on and on, every post I make, as I see in my other folder, I’m getting attacked by at least 10-15 people. On every one, no matter what I post. Positive, negative, family, good things, bad things, raising money for charity, it’s the wrong charity. You’re helping these people, you didn’t do it right. On and on, it’s crazy. So I’m sharing this with you guys because an earlier Russell, 10 or 15, 20 years ago when I was getting started in this game, a lot of this stuff would have been too hard to for me to handle, it would have been, I probably would have stopped. I would have said, “It is not worth this.” But now that I’ve been doing this, this long, I’ve gotten pretty thick skin. And I care more about the missions than the haters and the people that are talking against it. And I understand that there’s so many soap boxes and so many things, and the reality is I agree with almost all of the people. Yeah, I should be doing more things for the environment, yes I should be doing more things to help kids get out of sex slavery. I’m doing my best. Yes, I should….. Everyone’s platforms are good, but it’s just when people take you trying to focus on the platforms that you’ve chosen and attacking your for those things, because it’s not the ones that they have. And I just want to remind all of you guys who are listening, first of be aware of that in yourself. If somebody, if their mission is to help people with anxiety, or help entrepreneurs, or help kids, or whatever their thing is, let them do their thing. That’s their calling, that’s what their gifts were created for. That’s what God called them to do that thing. So let them do that thing and be proud of them, even if it’s different from the thing that you’ve been called to do. Just because you’ve been called for this mission and that mission doesn’t mean you should be focusing on the opposite, or yelling at people because they’re not focusing on your mission and the thing that you care about. The guy who’s yelling at me about having my car, and having plastic things, that’s a great mission. That’s his calling and he should run with that. But cutting down other people because that’s not their mission shouldn’t be, isn’t going to help your mission grow. It’s like taking on the mantle, taking extreme ownership of it, and then running, and giving, and serving, and doing the thing that you’ve been called to do. Not criticizing people for following the callings and the missions that they’ve been called to do. Kind of an example is the other day Matt Maddix, who is Caleb Mattix’s dad, Matt’s awesome, he, I actually shared a really cool podcast a couple of weeks ago with you from him about the questions that he asks and it was, anyway, awesome podcast. Matt messaged me the other day and his mission that God called him to do is to work with fatherless kids and people in the streets, all sorts of stuff like that. And he shared all these things and was tagging me in everything and I messaged him, I said, “Hey man, I love this. It’s not my calling. My calling is to serve entrepreneurs and to serve people through these charities that I’ve already, you know, that I focus on. But man, I love you and I respect you and I support you because I know that’s your mission, I know what you’re trying to do. I will pay, I’ll give you money, I’ll give you time, I’ll help support your mission. But it’s not my mission, that’s your mission. I can’t go all in. I’m not going to spend the rest of my life doing it because it’s not my mission. These are the ones that I’ve been called to focus on.”But I support him and I love him and I’m grateful for him being the one who took the mantle and ran with those things. So I want you guys to understand that, because it’s funny, most of the people yelling at me, they weren’t people who didn’t have good intentions, they did, they just, I don’t know, wanted to attack my good intentions for whatever reason. A couple of other things I noticed in there, one was, and this one is interesting, if you guys don’t know Rachel Hollis, Rachel, she’s struggling right now because, I’m not going to go into her details, but I remember she was telling me when her first book came out, Girl, Wash Your Face,  and Rachel is very Christian. And she said it was funny, the people that were closest to her, people who were other Christians, other Christian women beat her up more than anybody else. She’s like, “These are the people I was called to serve. I was trying to help. The people that I’m trying to help, the people like me were the most brutal.” And beat her up the most. And it’s interesting I got a message in my other box again from someone who’s husband started studying my things, so she got nervous and started following me and followed my instagram. And she’s like, “Because I looked at your account and you follow some people on Instagram who..” anyway, who she disagreed with. So she forbid her husband from following me anymore because she didn’t agree with some of the people I follow on Instagram. And I was like, “What?” I was so confused at first. So I went to my friends list, and I don’t have a ton of friends on Instagram, and I’m looking and I’m scrolling through it. And if you guys know what I do for my business, obviously, I’m a marketing guy and I help coach people in every market. So I help tons of people in the financial market, tons of people in the health and fitness market, tons of people in supplements, all these different things. So I follow the people that I coach and I also follow a lot of the influencers in all these different spaces because I want to understand the market so I can be a good coach and good mentor for these people that I work with. So I’m looking through it, and yes, some of the people I follow in the health and fitness space, some of my clients and my friends, they post pictures of them flexing at competitions, and some of them are bikini contests and they flex onstage and these things, and stuff like that. I’m like, “Is that what’s negative or something else?” I was looking at the OUR and there’s Tim Ballard sharing pictures of kids they’ve saved, like that. And I’m like,”Is that what it is?” I couldn’t find what was so negative but she was so upset about someone I was following because of whatever, I still don’t understand the reason. And she was like, “I’m an LDS.” So she’s Mormon like me and she’s like, “I’m just like you, and I can’t believe another LDS man would follow these people. So I’m forbidding my husband to learn from you because of that.” I’m just like, “I’m so confused.” It’s just so hard. So I think, a couple things. Number one, for all of us listening, stop judging each other. Everyone is here on a different mission, different calling, different thing they’re trying to do, love them and support them. Number two, quit judging people because of stupid stuff. Judging me because I follow some of my friends and clients on Instagram because I’m trying to coach them and help them and show them how they can increase their ads and things like that, and judging me because you didn’t like those people. That’s so weird and so against everything I believe in and you believe in and we should all believe in. And then the seconds side, which is kind of the more focal point of this, is just understanding. It happens to me, it happens to everyone. The fact that you start talking and sharing and publishing stuff, you’re going to get beat up a little bit. It’s going to be hard at first. I would encourage you to try and delete things, ignore them. Don’t rely upon it until your skin gets thicker and thicker. Because if you’re not careful it will stop you from continuing your mission, which is the biggest tragedy. You’re here to try and change some people’s lives, and if the people that are fighting against you, if they keep you from doing that, then they won. So while you’re waiting, while you’re getting your skin thicker, just delete those things, ignore them, forget about them, don’t focus on them. Focus on the positive. Focus on the people that are getting the right messages. Focus on the things that, you know, the positive reinforcements you get from your work. For me, I take pictures on my phone of every single positive thing that someone says about me, and I have a folder in my google images, and I have on Voxer, I star all the ones that people send me positive feedback. And on those days where I get beat up or I’m tired and I’m like, ‘Ah, why am I doing this?” I go back and I listen to them and I read them and those are the things that fuel me and keep me moving forward. So just be aware of that. It happens to the best of us, for everything. For me having too many kids I get beat up. For me using a plastic fork I get beat up, for me following my friends on Instagram, I get beat up. For every little thing, you’re going to get beat up. So just ignore it because it doesn’t matter. It’s not them that matters, it’s the people that are listening to you whose lives are being changed because of your message, your mission and the things you’re putting out there. So keep doing it, don’t stop. We need you, we need your voice, we need your message, your people are waiting to hear from you, so don’t stop. Keep doing it and it’ll be worth it in the end, I promise you that. With that said, I appreciate you all, thanks so much for listening, for paying attention and I’ll talk to you all again soon. Bye everybody.

Russell talking about a recent identity shift and how it’s changing his own personal life, and how mastering this concept can help you as well. On this episode Russell talks about identity shifts and how you can use them to become something or someone that you want to be. Here are some of the gems from this episode: Find out how James P. Friel became a drummer and a cyclist by having an identity shift. Find out why wrestling caused so many problems with Russell’s weight fluctuations and how he’s trying to change that. And see how you can use identity shift to help your customers become a member of your community. So listen here to find out how you can use an identity shift to become what you want to be. ---Transcript--- Hey what’s up everybody? Welcome back to the Marketing Secrets podcast. Today I am streaming to you from Bear Lake, which is my family’s vacation we’ve been doing every year now for 15 years. I got a message for you today about identity shifts. We’ve talked a lot about it in the past, but I want to tell  you the practical application, and how it’s working in my life right now. Alright everybody, so if you’ve been hanging out in my world for a little while, you’ve probably heard us talking one time or another about identity shifts. In fact, two years ago at Funnel Hacking Live, Mr. James P. Friel got on stage and he shared a really cool story about identity shifts. I’m hoping that Funnel Hacking Live, that we’re able to go this year and that Covid doesn’t hit because I’ve got some really fun things planned, specifically around identity shifts, that I’m hoping we get to do sooner or later, because it’s going to be really cool. But those who watched the Two Comma Club Live, I actually streamed part of James’ presentation talking about identity shifts. And then also in the new Expert Secrets book I talked about the importance of us creating identity shifts for our followers, for our fans, for people that are buying our products and services. So it’s a big topic and it’s important, and it’s something that’s kind of fun to think about and talk about. But if you had a chance to hear James talk about it, he told a story about how he wanted to become a drummer, and how bad he was at music and everything, but when he decided, “I’m going to become a drummer.” He didn’t say, “I’m going to become a drummer” and go and practice drums and do little things. He’s like, “If I’m going to do this I need to have a complete identity shifts. If I’m going to become a drummer, what do drummers do? Well drummers, you know they have their own drum kit.” So he bought his own drummers. And drummers they practice, they, he looked at what’s the identity of a drummer? He’s like, ‘I need to take on these roles of a drummer if I’m going to become a drummer.” Because for someone who’s going to learn how to play drums, it’s really difficult, it’s an uphill battle right. It’s like somebody who wants to learn how to do internet marketing, it’s a hard battle. But those who say, “I want to become a funnel hacker. I want to do what funnel hackers do. I want to model them as close as possible because if I do that, I can become who they are.” And that’s one of the keys with identity and identity shifts. So it’s been interesting because, those who don’t know, here’s my confession for those who don’t know. It’s funny, I get people who comment on this a lot from the outside in because they see different ads, me going live on Facebook, here and there and stuff. And if you haven’t noticed, my weight fluctuates a lot. I have struggled with my weight my entire life. Mostly because when I started wrestling, you know, I was losing on average, my sophomore year I was losing 30 lbs a week. I’d come in and jump on the scale at 160, and by Thursday I had to weigh 130. I would do that week in and week out. And basically for the majority of my life through wrestling, that’s what I did. I would come in on Monday, jump on the scale, see what I weighed and have to lose anywhere from 10 to 15, up to 30 lbs by that Thursday for matches, for weigh ins. So doing that for 12+ years of your life, it conditions you to have all sorts of weird food issues and problems and things. So because of that, I’m very aware of it now. So I’ve been doing a lot of things in my life to help overcome that. You know, it’s funny because I am probably the healthiest human on this planet from Monday until Friday. I will eat flawlessly, I hit my macro, I will eat nutritiously, everything is perfect. But then, just like wrestling, Thursday night you weigh in, you wrestle your match, and then you would just gorge on everything you could until Monday, because it’s like, “Look, I didn’t eat this week. So I’m going to eat whatever I want.” So you’d eat anything and everything you could get your hands on, Monday you’d come in and you’d be 30 lbs overweight again, you’d start the process over. That’s literally been my struggle the next 20 years of my life since wrestling. Monday through Friday I’m flawless, I hit all my eating goals with 100% precision, just like I did in wrestling, I wouldn’t eat or drink and I’d cut 30 lbs in a week. I’m flawless Monday through Friday and then Friday night it’s like, “Well, weigh ins are done. Let’s go out to eat.” And then the party begins. Come back Monday, jump on the scale. I gained 15 lbs over the weekend, start the process over. So literally it’s been my life for the last 20 years. It’s funny because people are like, “You look like you lost weight Russell.” I’m like, “Well, because it’s Friday, I have lost weight. I lost 10 lbs since Monday.” I go through this cycle and it’s funny. I’ll always get people who notice and comment on my pictures and my photos and I see them and laugh. “Oh, you lost weight.” I’m like, “Yeah, it’s because I’m at the end of the week.” Whereas Monday, they never say that. Anyway, I know I’m going to get 500 messages from all my fitness buddies and gurus and pals and so, first off, I understand. Don’t try to fix me right now. I promise I have been doing a lot of work on this, and I understand it and I’ve been getting a lot better. But one of the big things I’ve struggled with as I’ve been getting better, my eating has gotten really, really good, my strength training has gotten really good, but the cardio side I really struggle with. I love wrestling so I’ve tried to weave more wrestling in, in fact, I wrestled 4 days of the last week and a half, which is awesome. So I’m adding more cardio in, but still it’s hard to get the amount of cardio in that you need to be able to be successful with weight loss and getting to what my goals are and things like that, you know. So I was trying to figure out what can I do, so I tried running. Every time I tried running, I just, I don’t like it. By the time I start running I just get angry, my feet hurt, my back hurts, by the time I’m done I’m just upset, then I just don’t do it again for the next 3 months, 6 months, whatever, as long as I can put it off for. I’m like, ‘Ah, okay. I gotta go run again.” I just struggle. So recently we were out at Lake Powell with some family friends, and they’re all bikers. Actually, I’ve learned since then that they call themselves cyclists not bikers. Anyway, but they talked a lot about biking and they go, they’re obsessed with it. So as I talked more about just like the benefits of biking versus running, it doesn’t hurt, it’s better on your body, you can enjoy it longer, it’s all the things. I was kind of against it and I’m like, “Ugh.” and kept fighting it and fighting it. But then I kept looking and like, I need a supplement between wrestling practices and other things, like what’s something I could do that will be fun. And then about the same time, Mr. James P. Friel told me that he got into biking, he got a bike and he started doing all the biking things. And I started thinking about when he said, “I’m going to become a drummer.” And he’s like, he went and bought the drum kit and all the things and all the stuff. He did an identity shift, he’s starting the same thing with biking. He bought himself a bike, and got himself a helmet, and the fancy shorts, all the things. I watched him as he started creating this identity shift away from what it was to “I’m going to take on this identity, I’m going to become someone who is a cyclist or a biker or whatever. I’m going to take on this identity.” And I started watching it, and it was funny because I saw him do this for a couple of weeks and the next time I saw him, he’d lost a bunch of weight and looked happy, and he’s like, “I’m going biking today.” And he’s doing all these things and I was like, “Oh my gosh.” Okay, if I want to really be successful with this thing, I can’t just keep dabbling, I can’t go running every once in a while, I can’t go exercise here and there. I have to take on the identity of something. And if I don’t want the identity of a runner, what’s the identity that I want? So I consciously decided, I’m going to take on an identity of a biker. And again, I started posting this, “I’m a biker.” And everybody, all the bikers are like, “You’re not a biker. Bikers are people who drive Harleys. You’re a cyclist.” I’m like, “I hate cyclist, it doesn’t sound as cool.” But anyway, so I kind of flip flop back and forth. Anyway, I’m like, “I’m going to take on this identity. What do bikers do? They have their own bikes, and they take their bikes on vacation, and they bike here and there, and they wear the padded shorts, and they do the things, they wear helmets.” which I was super against for a long time. But you know what, cyclists, bikers, they wear helmets. So I’m like, I got a helmet.  Anyway, it’s crazy. So I made this identity shift. I’ve gone biking almost everyday. In fact, we brought our bikes on vacation, we went camping and went biking every single day on vacation. It’s like, “Alright, well I’m a biker so I go bike.” So I threw on my helmet and threw on my things and took off, and I’ve been using Strava to track, which is kind of fun because you get to see what you do and how far you go and what actually happens.  I’ve been doing that and then I shifted over to, you know we’re on the second leg of our vacation, which is here in Bear Lake, and every morning so far I’ve jumped on the bike and gone on these hour long bike rides. And by the time I’m done, I’m sweating, I’m losing calories, I’m burning and feeling good. And I’m actually enjoying it, I’m liking it. But it all started with the identity shift. Me not saying, I’m going to go try riding a bike. I’m going to go try running. Like I normally would do. It’s me saying, “Okay, I am a biker. I am a cyclist. This is something I do now.” And I have to start looking at it, the people who are successful at it, what do they do? I need to model, I need to look close at them and figure out, “This is what people who are successful, this is what they do, this is what they buy, what they do, what they believe, this is how they do it.” And then I need to do it as well. I need to model it as close as I can. Tony Robbins, you guys have heard me say this before, but he said, “If you want to be successful in life, you need to model those who are already successful.” So if you want to be successful, you need to find someone who is successful, look what they’re doing, look at the identity that they have, and then you need to take on that identity. It’s modeling to the next level, it’s the identity shift saying, “Look, this is what this type of person does, so I’m going to model them, but I need to believe I can do it like they do, and model it like they do as close as I can. I need to shift my identity to where I am that type of person.” Then it becomes easy to adopt those traits and those things. Right now it’s easy for me to wake up and be like, “I’m going biking.” Because that’s what bikers do. I’m a biker now. Or a cyclist, whatever. Seriously it’s not nearly as cool as saying I’m a biker, but I get it from all my cyclist friends. I’m trying to become one of you and shift the identity and become a cyclist I guess. So I wanted to share that with you guys for a couple of reasons. Number one, for all aspects of your life. This could be for marketing, but for me it’s weight loss, it’s trying to get consistently happy with my fluctuation, to break my identity of the weight cutting wrestler, who cuts weight Monday through Friday, and then binges Saturday and Sunday, to becoming someone who’s healthy all the time, to becoming someone who rides a bike, to becoming someone who wrestles, who lifts weights, who does these different things. It’s me shifting my identity. And I’m not perfect at it, I’m becoming better at it. My goal is that someday nobody will notice, nobody will tell, “Hey Russell, it looks like you lost weight.” Because they won’t know, I’ll look the same all the time, which is what I want to do, which would be amazing. Anyway, the reason I’m telling you this, a couple of reasons, number one, I want you to think about a part of your life. It could be health, could be fitness, could be finance, could be business, could be marketing, could be whatever. I want you to figure out who is the person that you want to be, who’s already done it? Who’s the successful person? Who are you modeling? Finding that person and looking, what is the identity that person has? And if you want to be successful like them, you gotta model them, but more importantly you gotta take on the same identity that they took. Modeling is kind of like looking and repeating the motions, this is the next step. This is saying, “What do they believe? What do they do? How do they do it?” And then doing it at that deep of a level. And that’s the first thing. So find the thing in your life that you want to change. If you want to become a marketer and internet nerd like me, then you become a funnel hacker. What do funnel hackers believe, what do they do, how hard do they work, when do they work, what do they study, what do they read, what do they do, where do they network, where do they congregate, where do they hang out, what do they believe? Those are the things you should be asking if you want to be successful in business. If you want to be successful at something else, go find the person, model them, understand them, and then shift your identity. Have an identity shift, a conscious one saying, “I’m shifting my identity to take on and adopt these beliefs, therefore I can be successful like the people I’m trying to model.” The next thing is understanding that for each of you guys as business owners and people who are building your own tribes and your own followings of people, if you want your people to be successful, it’s more than just giving them a step by step process of how to follow, how to do something. That’s the equivalent of me saying, “I’m going to try and run today. I’m going to ride a bike today. I’m going to go do a thing.” You have to be able to create an identity shift inside of your customers. You look at somebody like Kaelin Poulin in LadyBoss and you look at their success. It’s not just because they have a good course, not just because they have good supplements, they do, but it’s because when women come into their community, the first thing they focus on is the identity shift, how we get them to shift their identity. How do we get them to believe and become this certain type of person? How do we get them to become LadyBosses? That’s what they focus on. If you look at their marketing, you look at their onboarding sequences, everything is about giving these women an identity shift. So much so, they change the backdrops of their phones to have the LadyBoss manifesto, every morning they look at the thing. As a company, inside of LadyBoss you look at every morning, they have a morning meeting and they share the LadyBoss manifesto and the entire company as a whole goes and shares those things together. And it helps to get the community, the tribe, the people, the customers, their staff all on the same page. So for you, it’s the same kind of thing. What’s the identity, if someone’s going to be successful following your program or buying your products, what’s the identity that they need to take on? For me they gotta become a funnel hacker. For Kaelin, they gotta become a LadyBoss. What do they need to do for you? Then strategically start thinking through that. How do I give these people an identity shift? How do I get them to think and believe and do the things they need to do to be successful? If you can make those transitions and help them understand them, and help them believe them, and help them to have their own identity shift, they’re more likely to actually be successful. So that is the key, I hope it helps. I’m going to do one more thing, actually. This will be fun. I’m going to end this podcast, I’m going to have my brother actually pull this. Kaelin spoke at Funnel Hacking Live multiple times, but recently she spoke, excuse me it was two years ago, specifically about identity shift and some of the things she did, and I’m going to actually replay that episode here as a podcast, over the next episode. So I will have my brother queue that up for the next podcast. That way you can hear some of the things Kaelin did specifically to create this identity shift in her customers and in their lives. And if you ever wonder about their success, besides the fact that they’re smart, they’re hard working, it’s because they understand this principle. And they’re some of the best in the world at doing it. So I hope that helps. I appreciate you guys. I’m excited for my new identity shift, and hopefully you guys can do this in your own life, but then also in the lives of your customers, and if you can become good at both sides of that, being willing to be someone who can shift their own identity to get the things that they want, and then help other people shift identities to help them get the things that they want, you’ll be more successful in this game. So thanks you guys, I appreciate you. Hope you enjoyed this episode, and I will talk to you guys all again soon. Bye everybody.

On this special 4 part series Russell shares 2 interviews from the On The Brighter Side podcast that he and his wife, Collette did with Monica Tanner. Here is what you will hear during the second part of Russell’s interview: Why it’s okay to be afraid and to just move forward until you find your voice. Who Russell thinks is the coolest most influential person he’s met as an entrepreneur. And why Russell credits Collette with keeping him humble and grounded. So listen here to the informative second part or Russell’s interview with Monica in this 4 part series. ---Transcript--- Hey everyone, its Russell Brunson. Welcome back to the Marketing Secrets podcast. I hope you enjoyed the first part of our series yesterday, which was the first half of my interview with Monica Tanner on From the Brighter Side interview. So today we’re basically going to queue up the second half and then tomorrow, not tomorrow, but  the next episode you’ll have a chance to listen to my better half, and have Collette tell her side of the story, so I’m excited for that. So with that said, I’m going to queue up the theme song, and let you listen to the exciting conclusion of my interview with Monica Tanner. Monica: So I’m sure several of my listeners would love to do something amazing like, I try to talk a lot about finding your life’s purpose, and I know that so many of my listeners out there are like, “I want to do it.” Maybe even they’ve found their purpose but they’re so afraid that it will require doing something uncomfortable, or really far out of their comfort zone. So what advice do you have for them to just kind of put that aside and be like, “this is my mission, this is what I have to do, even if I’m deathly afraid.”? Russell: The good news is we’re all afraid, and you’re all going to be afraid at first. So this is my big thing I believe. So I think for everybody when you’re trying to find your life mission and your purpose, whatever it is, a lot of times even if we haven’t achieved it yet we know this is where I’m going. And we have this goal, I always picture there’s a mountain and on top of the mountain there’s this result we want to get, that’s where I’m going. So I’m going this direction to try and go up there right. But most of us aren’t there yet. And the biggest fear I see with people that are trying to actually change the world, is they’re always like, “Okay, when I get there, then I’ll be able to do stuff.” The problem is you’ll never get. It’s like the horizon line right, the closer you get to the horizon the further it’s away. You never actually get to the end. So I think the biggest thing is just starting. Starting. And that’s the scaring thing because we’re like, we’re not ready to start. One of my friends Gary Vaynerchuk, he said something that was really profound one time. He said, “A lot of people will go out there and try to create content to do whatever they’re trying to do. Don’t create content, figure out where you’re going and then document the journey.” I was like, oh my gosh. It blew my mind for a couple of reasons. One of them is after my whole business collapsed and crashed, and I was like, the worst possible time for me to start telling my story is when I started my podcast. I remember I was so, part of me was like, “Why am I doing this? I’m a failure at business, why am I starting a business podcast? I’m the worst person.” But I was like, “I’m going to start it now because I think, even though I failed I know some things that other people haven’t, so I maybe I can start sharing some stuff that someday someone is going to start helping with.” So I created a podcast, similar to what I told you do, which you’re doing, which is so cool. Monica: I was totally going to point that out, I was going to say, you sat on my couch and you said, “Just do it.” And I’m like, “But I don’t know what to talk about.” And you’re like, “It doesn’t matter, just start talking, you’ll find your voice.” And I was like, “Okay, I’m going to do it.” And we’re on episode 16. Russell: It’s amazing, you’re doing it. It’s crazy because for me, I knew that I wouldn’t, I didn’t have a microphone or anything when I got started so I would just grab my phone and I would just record it while I was driving. So my first podcast was called Marketing In Your Car, and it was literally me driving to the office. Because we’d gone from a 20,000 square foot office to this 2000 square foot one, and I had a 4 minute commute. So I was like, “For 4 minutes a day I’m just going to talk about what I’m praying will work today because everything hasn’t been working.” So I’d do that every single day, well, I’d do it probably 3 times a week, and I would publish it. And luckily, I didn’t know at the time how to check podcast stats, so I had no idea if anyone was listening. And I found out later nobody was for a long time, for a couple of years. But I was doing it 3 times a week, it’s been about 5 years now since I first launched the podcast. Now we get tons of downloads, but for a long time we didn’t get any. But it was me documenting this journey. And what’s cool about it now, now people find out about me and they’re like, “Oh Russell built this huge company called Clickfunnels…” and they hear like the big result we’ve done, but what’s crazy is people don’t connect with me like, “Oh Russell’s built this huge company.” It’s almost hard to connect with people when you’ve actually gotten the result. But I always tell people, “Go start my podcast, go start episode number one. This is like, we barely didn’t, we almost went through bankruptcy, we didn’t, and then I’ve documented the last 5 ½ years, how we got here. So start listening there and you’ll hear everything I learned along the way and the frustrations and the whole journey. You guys can come on this thing with me.” And what people tell me is they log in and they start the first one, and they say, “Yeah, I went and I binged and listened to 5 years of your life.” And it’s funny because they’ll come and tell me stories, I’m like, ‘Oh I forgot about that, 5 years ago.” But they binge listen to everything and all the sudden, now they’re connected to me and now they care about the result because they’ve heard about the downs, and so now they care about the ups. When people only hear about the ups, they don’t care about you and what you’re doing. So for everyone I would say, if you’re listening right now, you need to start documenting your journey, and there’s different ways to do it. I always ask people, whoever’s listening, how many of you guys who are listening consider yourself a writer, like you like to write stuff? If you’re a writer you should start a blog. You should be blogging 2 or 3 times a week just telling your journey, you moving towards some result you’re trying to get. If you like talking, then you should do a podcast, like this, interviewing people or telling your own story or both. And document your journey that way. And the third, if you like video, which is my platform I have the most now days, turn on the video camera and video tape yourself, or do a facebook live, or instagram. Just talk and by you documenting the journey of you trying to get the result, that’s how you find your voice. People will start coming to you when you start putting it out there. Because at first they don’t, at first it’s small but if you keep doing it, eventually you get better and better. In fact, I had one of my buddies who went and binge listened to the whole podcast and he was like, “Yeah, your first like 43-44 episodes were really bad. At about 45ish, it started clicking, and now you’re awesome. You found your voice, you figured out your stories.” But it took my 45 episodes to get there. What if I would have stopped after like 16 or 20. I never would have got here and all the people I’m able to impact now never would have heard the message. So for all you guys, just do it, even though no one’s…In fact, I think a lot of times we get nervous because no one’s even going to hear it. But that should be comforting because at first you’re probably not going to be very good, so that’s okay. Do it now and when no one’s listening, as you’re learning it, it’s not about them reading or hearing your thing at first, it’s about you finding your voice. And after you’ve found your voice, the people will come, they always do. Monica: Yeah, that’s funny because I listened to all the course by like John Lee Dumas, all the one’s you tell me to listen to. And they all say you have like 15  to 20 episodes where they’ll kind of give you the leeway, and I’m like, “Oh I’m getting so close to that little threshold.” I hope I have it figured out, at least I’m pressing record. I’m definitely getting better. Russell: You’re learning how it works. That’s awesome. Monica: So in all of your travels, who is the coolest or most influential person you’ve ever met. Russell: I’d definitely have to say for both coolest and influential would be Tony Robbins.  Tony is just like, Tony, he’s not a member of our church, he’s not, but I have felt the spirit more with Tony than probably anybody else, which from a spiritual side is amazing, but I also look at him and he’s someone who works with people from all around the world. You see him working with the Dali Lama all the way down to people who are suicidal. You see this contrast, and he’s someone who you see him in public it’s hard to know because onstage, there’s no one with better stage presence than Tony in the world. He’s just amazing. Then you see him in intimate spots, where he wouldn’t have, he could be super incongruent because nobody else is around, and he’s still this super congruent person who is just obsessed with helping other people. And to see someone who’s done that at such a high scale and helped so many people. We were at one of his events, this big event he does twice a year, and he asked the audience, “Who here is suicidal.” And there’s probably 40- 50 people who raised their hands, and he sat there for, I don’t know, probably 20 something hours going person by person, fixing them and reprogramming their brain. And you watch it over and over and over again. And that’s for suicide. The next day is like relationships and things and things. And it’s just amazing to see someone like that who cares so much and who has built such a huge platform that they can actually have, there’s amazing people everywhere, but someone who’s built a platform and can do it at that wide of a scale and still be a good human being, is rare. So he’s amazing. Monica: That’s so cool. And who of all the entrepreneurs that you’ve ever worked with, who’s been your favorite or most memorable? Russell: Oh man… Monica: That’s probably a tough question, it’s like, “Who’s your favorite kid?” Russell: I know. I’m obsessed with entrepreneurs, they are so amazing. I would say the one that would be top of mind right now just because I’ve seen them, they made a lot of money, insane amounts of money, but for them it’s not about money, they’re so big on impact. So it’s a young couple Brandon and Kailin Poulin. I think they’re 24 or 25 years old right now, and three years ago they came into our world, and they’d been in a marketing opportunity that kind of collapsed on them, so they came in completely broke, and I remember they sent me a video the very first day they found out about us, and it was like, “Hey Russell, we’re Brandon and Kailin, and we’re going to be your biggest success story ever.” And I get those sometimes. It’s like, “Oh good luck.” And that’s all I heard and then, it’s funny now that I know them I heard this story afterwards, they were completely broke, no money, newlywed couple. So they went, and we were selling this course that was $1000, I think their bank account at the time was like, there was no money, they had to use a credit line, that was all they had. They went and they watched this webinar that I did and Kailin was like, “You gotta buy this.” And Brandon was like, “I don’t dare to.” So  he was supposed to go buy it and he wimped out and instead just bought this lower thing we sold for like $100. And she found out and got so mad, she went in and she went and bought it. So it ended up costing them $1100, instead of $100. But they were like, “We have to make this work. Our entire life depends on this.” So they went and opened up the course, pushed play and they watched it and they paused it and whatever I said they just, “Okay we’re just going to do this exactly like Russell.” She actually coined the hastag, #dowhatrussellsays. At all our events it’s like, “#dowhatrussellsays”. But she’s like, “Everything he says, we’re just going to do it perfectly.” And I’ve never met somebody that just executed better than them. They watched it, paused it. Do it, come back and do it. And they went and did an entire course that way. And on the back end they launched this company called Lady Boss Weight Loss, which I’m sure some of your listeners have probably  heard of. It’s blown up into, they’ve helped over 100,000 women in the last 3 years successfully lose weight. They built a culture, they built a brand. They’re launching supplements now. At our last event they got a big award for making over $10 million dollars in a funnel. But the most amazing thing is just like the impact. I see, because I’m like the only man in their, it’s a weight loss program for women, so I’m like the only man in their groups just kind of watching, because I want people to know. I’m watching what’s happening, and I’m looking at these transformations and how many people’s lives they’re effecting and they’re changing, it’s just, nothing gets me more excited than seeing what an entrepreneur can do. Monica: I’m so looking them up right after this. I’ve actually heard you speak about them, and I’m going to look them up right after. Russell: They are amazing. Monica: So for those of us who are just at the beginning of our entrepreneurial journey, what is the most important piece of advice you would offer us? What’s one thing? Russell: I think the most important thing, the thing that most entrepreneurs do that’s wrong, is they get obsessed with a product, like, ‘I created this product. I have this thing.” Or they get obsessed with the product and when you get obsessed with the product, it’s hard to have success and it’s hard to have impact. What I recommend everyone do is you get obsessed with the person. A business is not about selling a product. A business is about giving somebody a result. So I always think about, in fact, if you read the Dotcom, the first book I wrote I talk about how after we went bankrupt and we were trying to rebuild our business. I had this chance to figure out who was my dream customer. If I could pick one person where it’s like, if I could hang out with them every day and help them become better who would that be? And I spent a lot of time, like insane amounts of time thinking about that question. In fact, I went to Google and typed in, “I want people who are successful, people who used to be athletes, people who…” and I made a whole list of stuff and I went to Google images, I typed all those things in and then I typed in man, and it shows all these faces of people, and there was this guy, and I don’t know who, I have no idea who it actually is, but I saw his face and I was like, “That’s my dream customer.” And I took that Google image, printed it out and I framed it on my desk, like, “This is the man I want to serve.” And I went and typed in a woman’s name and I typed in, I think it was Julie, and she’s successful and she’s got a couple of kids, and I kind of explained my dream person, and I went to Google images and typed it all in and saw this person and I was like, “That’s Julie. I don’t know what her real name is in real life, but that’s Julie.” I printed her out and I had her on the desk and I would just look at them every day and I was like, “Okay that’s who I want to serve. I want to serve Mike and Julie.” And then I started thinking, this is Mike and Julie, and because I wrote up this list of who they were and everything, I was like, what do they actually care about? What do they want? And that’s the question I started asking myself, and I was like, “What can I create? How can I actually serve them? What would I, if I really care about their success, what would I do? What would I create? What would it look like?” and it shifted my mind from creating products to how do I serve those guys? And then from that, then the product ideas started coming out and they just…and it’s crazy, the very first product we created afterwards, it attracted the Mike’s and the Julie’s. It was perfect bait. It got those people in, because we crafted it to try and serve them. And what’s crazy is we did that, we ran that product for a while and then at the backend of it we did an event, we had about 100 people or so came to Boise for that event. It was crazy, it was 30% women, 70% men. And I told them initially, I said, “I’m going to tell you something cool I learned. I wanted to get the right people in, how many of you guys, for the men in the room, how many of these characteristics tell you? You used to be an athlete, you’ve had success in the past, you want to impact more…” and I listed through the things, and 100% of the hands when up.  And I showed the picture of Mike and I was like, “You guys are all Mikes.” Then I said, “How many of the women here are this…” and every one of the women are like, and afterwards a lot of women came to me like, “I’m your Julie.” I’m like, “I know because we crafted it from that point forward. So I think for every entrepreneur it’s becoming hyper focused on customer, customer avatar, whatever you want to call it. You want to become obsessed with it. You could wake up every morning and know that if I’m serving that person, it’s going to be the best time in the world, that’s where you start. And then products, everything else will come after that, it’s figuring out the person that you would just go crazy being able to serve, and then starting there, and everything amazing will grow on the back of that. Monica: Great, I have my avatar list, so I’m working on it. Russell: Cool. Monica: That’s what I’m working on. Okay, I’m going to get a little personal with you. You have 5 amazing kids, and you’re an incredible dad, in fact, my very favorite thing is I drive your daughter in car pool, so I love when I drop her off and sometimes it’s late at night, and you’re just in the doorway, and carrying Norah, and I just think, oh my goodness. There he is, he’s just being the dad. You know, he’s done working for the day, and his most important priority is his kids. I love that about you. You’re definitely a family man. But if there’s one thing you want your kids to learn from you or know that you stand for, what is that one thing? Russell: Man, that’s interesting. Before I answer that, it’s been on my mind a lot. Ever since I started working with Chris from Chrisbeatscancer.com I always think, if I was to get cancer what would be the very first thing I would do. Every time I think about it, the first thing I would do is I’d grab my kids, grab a video camera and try and record what I would tell them right now, so that when I die they could watch it later and be like, “Oh, this is what my dad told me. This is the advice my dad gave me.” And I had someone actually 2 days ago at an event I was at that talked about that. And I was like, why should I wait until I have cancer? That’s on my list this week of things to do is to go with each kid and sit down and actually record my advice to them, and I want to try and do that once a year and just have it archived so that someday they could just have it. It would be super cool to have. Monica: That’s a great idea. Let’s start tonight. Russell: Tonight’s the night kids, listen in. and it’s tough because I think about that and I like, there’s different aspects. There’s the spiritual, what would I give them spiritually? What would I give them socially? What would I give them financially? What would be the advice? But I think the thing that’s helped me have the most success in all aspects of life, is I have been a really big, and this is something I learned initially from Tony Robbins, which probably one of the reasons why I like him so much, is finding people who are the epitome of what you want to become, and then modeling them as close as you can. And that fits in everything. If you’re spiritual, who are the people spiritually that you look at like, man I want to be like that person. And then model them as close as you can. Figure out what they do, how they do it. I’m so obsessed with this. I interview people all the time that are like, “What’s your morning routine? What do you do first thing in the morning? What’s the second thing you do in the morning? What do you…” Because I want to know what they’re doing to get that outcome, right. Everything is, people don’t just wake up one day amazing. There’s a bunch of things they do that get them to be that way. So I think that’d be a big part, even so much so that if it was from a financial or business section I’d be like, “Find that person that you want to be like, and go and move in with them, work with them for free, whatever you need to do to figure that person out, because everything I’ve been successful in life came from that.” Find somebody who’s amazing and just following them and believing them 100%, putting all my eggs in that basket, and whatever I can, I think that’d be the biggest thing. Monica: Finding good role models. Russell: Good role models, and then modeling them. Like obsessively modeling. Not just like, oh this person is awesome, I like that person. No, obsess. Get into their mindset, if they’ve written books, read all the books, listen to their podcast, get into their mind. Why do they think that way? Because if you figure out why they think that way, it’s going to help you to figure out how you should be thinking, right. Yeah, so obsessively modeling the models. Monica: What if they let you down? You still gotta keep your anchor in the one perfect… Russell: Maybe that’s the role model then. Monica: Well, there you go. So one of my favorite things about you and your family is how down to earth and normal you are. What is it that keeps you so humble and grounded when people literally pay thousands of dollars to hear what you have to say? Russell: I think part, I’m going to give Collette so much credit for this. A huge part of it is my wife. My wife doesn’t care about any of this stuff, which is tough for me. As a man, 99% of the reason I do this is to try and impress her, and she’s just like, “I’m good. Will you just come home? I just want you to come home.” You know, and I think that’s a big part of it. I think the second part, we kind of touched upon earlier, because I’ve cycled twice, because I’ve built it and lost it all at a really deep, painful level, I am completely, I am hyper, hyper, hyper aware of the fact that this is not me. There are so many people and experiences and things that have made this possible and if I’m not really careful that could be taken away instantly. Anyway, I have such belief in my role in this world and this life, that it’s like everything I’ve been given, I’ve been given, it’s not something that I, it’s not mine. So I’m very aware of that, and scared of that. And then just the fact that, you know my wife, she’s amazing. And just knowing that like, I don’t know, I think that if I’m not careful, I think I could lose her and my family. And for me it’s like, that’s, there’s a quote David O McKay said, “No success can compensate for failure in the home.” And I think that all the time, like, gall I gotta get home. Because if I fail there, I fail everything. That’s my big mindset. I always think that if my wife was to leave me, it means I failed this life. And I know that’s not true, and I’m nervous saying that because there’s so many people I love that have gone through divorces and things, and that’s not what I’m saying, but I just know for me personally, in my mindset, if that was to happen, that would be the ultimate failure for me. So because of that, I gotta be very careful, because I know, I have so many people that I love and respect, especially in business, that get so obsessed with it, that they lose everything. And I think I definitely have tendencies of doing that, if I’m not really careful. So I try not to be, because I get obsessed with things. I can go to the office and spend like 6 months there, and forget about the world. And if it wasn’t for my beautiful wife, and these amazing kids that like, I gotta go home. If it wasn’t for that, I could be in trouble. So I don’t know, it’s a family and just know, being hyper aware of it’s not me. Monica: I love that. I love that. And I love that you credit Collette, because she could care less what you drive or what you wear, or how much you can bench. She doesn’t care. Russell: She doesn’t care about any of that. I can’t figure it out. Monica: She loves the goofy wrestler that she fell in love with. Alright, what are you most grateful for and how are you giving back? I know you are, I know the answer to this question. But I want you to tell my listeners. I know that you every weekend you teach the little neighborhood kids how to wrestle and you do that totally free because you love it. I love that you do that. Russell: Yeah, there’s so many cool things. I don’t know, I think, I just look at the different gifts I’ve been given, at this part of my life, I’m hyper aware of like, okay why was I given that. Wrestling was one. I wasn’t, I didn’t learn wrestling, as much fun as I had, as much as I loved it, why was I given that gift? There’s a reason, and it wasn’t just to be fun for me. Initially it probably was, but long term, it’s like you’re given gifts…the whole progression of life is interesting if you look at it, right. There’s a time of life where we go through this growth phase where we’re, and as babies that where we are. As babies come out and it’s all about growth right. They’re trying to figure things out. And eventually you stop growing until you shift to contribution. So it’s like the same thing in a marriage. At first it’s just you, then you meet your spouse and all the sudden it’s like, oh my gosh, there’s this other person. And you care about them and all the sudden it’s like, your whole world becomes us, as opposed to me. You become less selfish and it’s like, now we’re together. Then all the sudden you have this amazing kids, and it shifts again from us to them. They’re the most important thing, right. So for me in my life, there’s this huge parallel from being single to being married to being kids, that’s happening in everything. So I was wrestling, there was growth, I was trying to become a better wrestler for me. But it’s like, now I have this gift I was given, what’s the point of it? So it’s like, I’m supposed to contribute, what can I contribute? Help my kids, help the neighborhood kids, if I can bring wrestling to them, it gave me so many gifts, any kid who is interested, let me just help serve there. Same thing as some of the other organizations we work with. There’s a charity called World Teacher Aide that builds schools in Kenya, there’s also Operation Underground Railroad that saves kids from sex slavery. I don’t have the ability to go and save kids from sex slavery. I’m scared of that. The whole mission of these guys that go to Haiti and go to these countries around the world, they go and rescue kids and save, I don’t have the ability to do that. But if I can help over here with the gifts I have been given, if I get the message out to more people, and if I can make more awareness and if I can raise money for them, that’s so exciting because I can help impact that thing without having to do the thing that’s super scary. So it’s like for me, it’s using these gifts that I’m given. I’m trying to become more and more focused, why did God give me that gift because it’s not just,  I don’t think he gives any gifts for us, it’s like how do we now use this for other people. So for me it’s just kind of figuring that out. Why was I given this? Now I’ve got it, what does he want me to do with this? What’s the purpose of it? Monica: Yeah, I love that. I think he gave you the gift of determination. I’m learning that the more I get to know you. I’m like, you are more determined than me. So out of all of your accomplishments what are you the most proud of? Russell: Oh man, I’m not sure exactly the best way to answer this one. I think, I feel like my, I’m supposed to be helping people to, the word that’s in my head is freedom. How can I free people so they can actually do what they need to do? You know what I mean? And I feel like that’s probably the most important thing. If I can give people tools or ideas or thought or permission to free themselves, people are amazing. Monica: I wonder if I could help you a little bit with this. I feel like, I remember once we were talking and you were like, “Money is not a bad thing. It’s not a bad thing to make money. Change your mindset a little bit.” And I thought, and as I think about that more, I think making money is amazing because it gives you so much freedom, so the more money that you have…Like, I want my kids to be hard workers and I want them to learn how to make a lot of money because for us, I know for my husband and I, it’s given him a lot of freedom to be able to coach the neighborhood kids in soccer, and it’s given him the freedom to be at home with his family and make memories with us. And it’s given us the chance to give back a lot. So I think whatever you’re focus is with money, is what you’ll do. So if you value boats and homes and all those things, none of those things, I’m not saying any of them are bad, but if that’s what your focus is that’s what you’re going to spend your money on. But if you believe in making a difference and changing the world somehow, giving your money and your time to worthy causes, then that, being able to do that frees you up so much, to do that. And I see you doing that for people. You’re taking people who are kind of working paycheck to paycheck and just kind of slaves to you know, their circumstances, to being able to like be the captain of their own ship. They’re making their money, they’re making their difference, and I think that’s so cool. Russell: That is cool. If you think about it, even, you remember Maslow’s hierarchy of needs? I remember this from school, I don’t remember all details, but I remember at the bottom, you have to have food and water or else you can’t focus on anything else. Then when food and water is covered then you’re like, “Oh now we need shelter.” When shelter is covered, now you need, that’s the thing, when all you’re doing is starving to death, all you can think about is that. And I think, somewhere in that hierarchy of needs there’s something where we need financial security. And its like, if we can give people that then they don’t have to be stressed about where my food coming from, my paycheck, how am I doing that. If that stress goes away, then yes, they can look outwardly and be like, “How can I bless other people’s lives.” And that’s really, really cool. So yes, you said that perfectly. Way better than I did. I love it. Monica: Alright, my last question.  What is your number one key to success? How did you become Russell Brunson? Russell: Man, I think probably comes down to determination you talked about earlier. And belief. I think belief’s the biggest thing. I think I was blessed, I just think about wrestling, why I was successful in wrestling? I remember going to the state tournament and seeing a guy win the state title and I was like, “I believe I can do that.” So I went out there and just killed myself until I did it. With business, I was not a business major, I didn’t know business anything. I got online and I was trying to figure out how to make money, and I saw these people and I saw what they were doing, and I had so much belief that like, they’re doing it, so I can do it. So I just did it. As soon as I believed it, it was awesome. I still remember when my whole company bankrupt and everything was falling apart and one of my best friends to this day came into me, Brent Coppeiters, and he said, “Hey, so everything looks really scary, we just laid off 80 people. Are we going to be okay?  Is this…?” I was like, “Oh yeah, it’s going to be fine. I don’t know when.” But I knew it would be. I just had perfect belief and hope that it would be fine. He’s like, “Okay, if you believe it then I’m in.” and he started working for half the paycheck and super, despite people in his family wanting him to go do other things. And he’s like, “No, Russell has perfect belief in it and I believe in it.” So I think my biggest thing, when I see something I just believe and then I work my butt off to get that thing, because I have such perfect belief that it’s going to be there. I think a lot of times we don’t believe and that’s what keeps us from trying. “What’s going to work, what’s not? I don’t know.” It’s like, no. Again, it comes back to modeling. Find a person who did it, that person did it, they’re not that much smarter than me, I believe I can do it. I’m in, let’s go. And then start running as fast as I can. Monica: I love it. So where can my listeners find you? Like if they want to know the secrets to funnel hacking and all of that, how can they find you? Russell: Easiest place is just russellbrunson.com, if you go there there’s links to different books I’ve written, the software, our events, everything is kind of, you can find from there. And as you know, there’s a video there on the page of me crying, like a little baby. Monica: You made me cry. I didn’t know that story and I was bawling. I had to pull it all together. Russell: Yeah, that’s the best spot for sure. Monica: Well, thank you so much for being here. I can’t describe to you how thankful I am. Russell: No worries, thanks for having me. I’m so proud of you for actually doing the podcast, and I’m glad you’re running with it. It’s amazing. Monica: And I’m doing everything you say. What was that hashtag? Do everything… Russell: #dowhatrussellsays Monica: Your last advice was find Jenna Kutcher and I have, I bought her course and I’m doing her thing, and I’m doing what Russell says, for sure. That’s a good hashtag. Russell: That’s awesome. Monica: Alright, thank you. Russell: Yeah, thanks so much.

I’m giving you a challenge, try this for the next couple days and see what happens. On this episode Russell talks about a podcast challenge he did several years ago about changing the way you respond when someone asks how you’re doing. He issues a new similar challenge where you change the way you respond when someone asks you to do something for them. Here are some of the awesome things to look for in this episode: Find out why changing the way you respond to someone can change your life and their life. Find out what kind of response you should give when someone asks you to do something. And see why Russell thinks this simple change can change everything. So listen here to find out how something so small has the possibility to shift your entire paradigm. ---Transcript--- What’s up everybody, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today I’ve got an experiment for you that I’m pretty sure will change your life. Alright everybody, so if you remember, man, this is for the OG’s who have been listening to this podcast for forever, probably 4 or 5 years ago I did an episode where I talked about, I gave everyone a challenge. When someone asks you how you’re doing, instead of saying, “I’m good.” Or “I’m fine.” To instead change the response from “I’m fine.” To “I’m awesome.” So if you’re at the grocery store, they’re like, “How you doing today?” and you’re like, “Awesome.” And they’re like, “Whoa.” And when you start doing that a couple of things happen, number one, everyone you bump into all the sudden is like, “That person is awesome. That feels really good. I want to be more awesome.” And it changes them. And number two, it changes you. Half the time all of us in life are going through and we’re like, “Oh, I’m good. I’m good.” And it’s like, that’s a miserable way to live. Good is the enemy to great. So instead lets be great, let’s be awesome, let’s be amazing so when someone asks you how you’re doing, instead of saying, “I’m doing good.” Tell them you’re doing amazing. Even if you’re not, it’s going to help you get to amazing faster than, “I’m doing good.” So with my kids we had a challenge 4 years ago, where every time someone asks how they’re doing, they have to say, “Amazing.” And it’s funny because we haven’t been doing that recently, and I’ve forgotten. I still do it when I go to restaurants. I always do it when the waiter or waitress asks me. I also do it all the time at the airports. Anyway, I try to do it, but I’m going to bring it back to my consciousness and make it something I’m going to try and actively do. So there’s the rewind from 4 years ago, but today I’ve got a new one for you, and it’s something that I have yet to test, but I’m pretty sure it’s going to change everything for me. This morning my wife asked me for a favor and I was like, “Yeah, I can do that.” And then she left. And then as I was sitting there I was like, that was like a really…”yeah, I’ll do that…” like, “I’m doing good.” Like that kind of response. And I was like, “My wife deserves more than that.” And I was like, what I’m going to do next time she asks for something, I’m going to be like, “Yeah, I can deliver on that.” And then I started thinking, if you guys have heard me do my stage presentation before, a few years ago I heard James Malinchak do this from stage, and I’ve ripped it off and done it all the time ever since, almost as a joke. But it’s really funny, where I’ll be like, “Are you guys okay if I over deliver?” as I’m building out my offer stack. And it’s always kind of a funny joke, like, “Yes, Russell you can over deliver.” So it’s kind of a joke now, but we always do it, and it’s really fun like, ‘Real quick, is it okay if I over deliver.” And so, in fact, half the office is in on it trying to make the offer better. You know like, “I’m going to grab some lunch. Wait, is it okay I over deliver and bring you back something to drink.” They always tease me with it now. But I tell you this because as I was sitting there with my wife, “Yeah, I can deliver on that.” I should tell her when she says, “Hey Russell, can you do this thing.” I should stop and say, “Not only can I deliver on that, I believe I could over deliver on that.” And say that to her and first off, one thing that’s going to happen is it’s going to change her response, like, “Oh my gosh, he really is paying attention to me.” Number one. Number two, what that does is it reshifts your brain from “Oh yeah, I’ll try to do that thing you asked me to do.” To the next step which is, “Okay I’m going to definitely do that thing.” To “I gotta freaking over deliver and blow my wife’s mind away because I told her not only can I deliver, I’m pretty sure I can over deliver.” And it just changes your whole perspective. Now it’s like a fun thing you can do, and to actually over deliver. Think about if we took that frame with everything we did. If you have a job right now and your employer asked you to do something, and instead of being like, “Okay.” If you’re like, “Not only can I deliver on that, I can over deliver on it.” And then work to actually over deliver on that thing, that is the kind of attitude that people want to work around right. You’re going to get raises, you’re going to have more success, you’re going to have more fun in your work by shifting that response to, “Hey, can you do this thing for me.” The same thing happens with your customers. You’re customers are like, “Hey Russell, is there any way you can do this.” You’re like, “Not only can I deliver on that, I am pretty sure I am fairly confident I can over deliver on that.” It just shifts everything right. And so this is my challenge for you, this is the challenge that I think if you do it for a week it will change your life. Every time someone asks you to do something for them this week, just like, when someone asks you how you’re doing, and you’re going to shift from saying, “I’m doing good.” To “I’m doing awesome.” If you can shift it from, “Yeah, I can do that thing.” To “I can deliver.” To “I am fairly certain I can over deliver on that.” I promise you it will change the outcome of everything you’re doing this week and it’ll probably give you a big enough paradigm shift that you’re going to continue to do it, and continue to use this new frame with everybody you’re working with. So that is my challenge to you, do it with your spouse, do it with your kids, do it with your employer, do it with your employees, do it with your customers, whatever it is. Go through and make that the focus of the week. “Not only can I deliver on that, I’m fairly confident I can over deliver.” And then go and actually do it. And if you do that, you’re going to blow their minds, and it’s going to blow your mind and you’re going to have a lot more fun doing the task anyway. So there you go, there’s the challenge, let me know how it goes. After you do it, come back and take a screen shot of this, post it on Instagram or Facebook, tag me on it, use #marketingsecrets, tag me @RussellBrunson if you’re on Instagram or @RussellBrunsonlive if you’re on the book of faces, and let me know how it went. I want to hear how it goes. So that’s it, thanks you guys, appreciate you all, have an amazing day, and I’ll talk to you guys all again soon. Hey this is Russell again, and really quick I want to thank you so much to listening to the Marketing Secrets podcast, I hope you enjoyed this episode, and if you did can you imagine what it would be like to experience this for four days with 5000 other insane funnel hackers? People who are just like you, who think like you, who believe like you, who have vision like you. If you would like to do that then you need to be at this year’s Funnel Hacking Live, it’s coming up very, very soon. If you don’t have your tickets yet, you can go to funnelhackinglive.com. And it gives you the ability to leave your home, leave where you’re trying to create and dream and come to a place with a whole bunch of people who think like you, who believe like you, who see visions like you of what they can create, and what they can become. Funnel Hacking Live is not just a marketing event, it’s not just a personal development event, it’s both of those things wrapped into one, and it is an experience that will change your life forever. So I want to make sure you get your tickets. If you don’t have them yet, go to funnelhackinglive.com, get your tickets. We have sold out 5 years in a row, we will sell out this year as well, and after you get your tickets you will be there with 5000 other insane, crazy, fun funnel hackers talking about how to grow their business, sharing all the best marketing secrets, things that are working today. But you gotta go get your tickets now at funnelhackinglive.com. Thanks so much and I’ll see you in Nashville.

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.

Behind the scene’s access to a late night conversation with the two comma club coaching students. On this special episode Russell rants to his Two Comma Club X members about how to build a list and why it’s so important. Here are some of the super awesome nuggets you’ll be hearing about in this episode; Hear nearly a billion ways Russell has built his list over the years, and how you can use them as well. Find out why email lists are still the most important lists to build. And when creating a product, why listening to the market is key to giving them what they want. So listen here to to all Russell’s creative and genius ways to build your list in the market of your choice. ---Transcript--- Hey everyone, this is Russell Brunson. I hope you guys are doing amazing tonight. I want to welcome you back to the Marketing Secrets podcast. I just finished an hour long Facebook Live with my Two Comma Club X members and it was all about list building and I kind of went off on a rant. And it was a lot of fun. And as much as they all needed to hear it, my guess is that some of you guys need to hear this stuff as well. So with their permission, I’m going to be posting this here one the podcast so you guys can learn from it and hopefully start refocusing all your efforts on building your list. With that said, I’m gonna queue up the theme song, when we come back you guys will be jumping directly into my rant. What’s up everybody? This is Russell. I know it’s a late night. I’m sure I’m not going to get more than one or two of you guys on Live right now. But I’m hoping in the morning that you guys are all going to listen in on this and you’re going to freak out and then you are going to be focusing on one thing and one thing only, for the next year of your life. So there we go. So this whole conversation is starting out because, and I’m going to call him out a little bit because I love him, Nick Fitzgerald, he just did his launch this last week. And it did good, considering the percentage close rate and low in the fact that his list is really, really small. So he sold a ton of product to a really small list, which made not as much money as he wanted. Anyway, I was going back and I was re-listening, because I’ve done two special podcast episodes for him. One- two years ago, one-last year, so this is going to be the updated version for him and for you guys and it’s going to be going deep on list building. So if you haven’t listened to any of those episodes, if you go back to the marketing secrets podcast, I found them today, the first one was episode 18, it was July 19, 2017 and the episode was called, How to Make it Rain. So I highly, highly, highly recommend that you guys go back and watch that one. It’s me driving around Bear Lake telling Nick, this is before Nick knew anything about our world or Funnel Hackers or anything, and I was kind of just laying down the ground work of how people make money in this world, and it was really fun. So go listen to that one, number one. And then a year later he came to Funnel Hacking Live, joined Two Comma Club X and then at the Traffic Secrets event I pulled him onstage and had him tell his story. And then I did a second round, a second round of podcasts with him live, in front of everybody, which is really, really fun. And oh great, Nick’s on here. What’s up Nick? You’re going to have so much fun. Alright, so that one I posted, for some reason I stopped doing episode numbers, but….oh I remember why. ITunes didn’t like that for some reason. Anyway, November 21st there’s a podcast in Marketing Secrets podcast called My Conversation with the Friendly Giant part one of two. And then November 26th is part two of two. So go listen to those because Nick tells a story which is really, really cool. And then the second half is I gave him spot consulting right there, I think it must have been five or six things or whatever. What’s interesting is one of the things I talked about is the same thing I’m talking about tonight. So I must not have said it loud enough, so tonight I’m going to say it really, really loud, because I think my wife and everyone is asleep in the house, so I’m going, we’re going ranting. But it was talking about building a list. So that was a year ago. And now that he went through this experience of this launch and it didn’t do as well as he wanted. My heart broke for him and hurt for him, but then part of me is angry because a year ago I didn’t yell at him loud enough about this thing. So I’m yelling at everybody here inside this coaching program. I’ll probably turn this into a podcast episode as well, so I am yelling this for anyone who can hear the sound of my voice. This is the warning, are you guys ready for this? Until you own traffic, you don’t have a business. Until you own traffic you do not have a business. What does that mean? It doesn’t mean, I think a lot of times us entrepreneurs we think that the business is the product. Like, “I created this amazing product, and business.” The product is not the business. Your customer list is the business. That’s the only thing that actually matters. If you look at companies that are purchased, the only thing that matters in a valuation of company is customer list. Like if somebody was ever to buy Clickfunnels, they are not buying Clickfunnels. They couldn’t care less. They spend a couple million bucks on really good development, they could clone Clickfunnels. They would be buying Clickfunnels because of the customer list. That is the only tangible, valuable asset inside of my business, is my customers who are paying me for something awesome. It’s the customer list, it is the big, big secret. Does that make sense? I remember a few years ago, in fact, I’m writing the Traffic Secrets book and I have like a two chapter rant about this as well in that book. But when EBay bought Skype for, I think it was like 4.2 billion dollars. EBay at the time was the biggest company in the world, why’d they spend that much money for Skype? They literally could have cloned Skype in a weekend. They did it because Skype had 420 million users at the time. That was the asset they bought, the customer list. Why did Zuckerberg buy Instagram? He could have cloned Instagram in 35 seconds right. He did because he wanted the customer list, the subscribers. That is the only valuable, tangible asset in your business. So until you own traffic, until you have your own list, you do not have a business. You can have promotions, you can have some cash here and there, but until you have a list, you don’t have a business. Okay, so knowing that, our entire focus should be building a list, that should be it, that should the focus, that should be the thing we talk about, we think about, we eat, sleep, breath, drink, that should be the number one focal point. I know, somebody told me this a decade ago and I listened to it, and I tattooed it to my brain and I’m going to tell it to you guys all again. I want you all to get out a mental tattoo and tattoo this to your brain. Oh Nick started to repent right now. He’s saying, “I’m recording and creating freebee’s to build my list.” Good, we’re getting deep into that, but I’m going to go a couple of levels deeper than that tonight with you, if you’re okay with that. So list building, my friend told me, he said, “On average you should make one dollar per month, per name on your email list.” That’s what he told me. I remember taking that to heart. I was like, “Okay.” I don’t know what it is, I have this really weird problem where if somebody tells me something I just believe it. So I’m like, ‘Sweet okay, a dollar per person per list. How much money do I want to make. I want to make $100 grand a year.” Because that was my big thinking back then, so I’m like, “I need a list of ten thousand people. A list of 10,000 people is $10 grand a month, $120,000 a year. Boom, I’m in.” So that was goal, and that was the game plan. So I started running and started doing everything I could dream of, I was trying to be as creative as I could, how could I build a list? What can I do to build a list? Who has a list? How can I get that list? What do I need to do? And because that became the focal point, I started thinking about it right. And I remember in a very short period of time I got a list of 217 people, then it grew to a thousand and then to 5 thousand and then 10, and 15 to 20 then to 100 thousand and then to a million, and that became the focus. And it was interesting, it was 2 years before Clickfunnels hit, my business was stagnating and stalling. We were stuck at 2 ½- 3 million dollars a year for 3 or 4 years in a row. I think you guys have heard me tell this story before. I remember we were trying to figure out, what’s the big thing I gotta figure out. And I remember Daegan Smith, he asked me one day, “How many people join your list every single day?” and I was like, ‘What do you mean?” I was like, “Well my list is like ( I can’t remember) 130,000 people.” He’s like, “No, no, no. I didn’t ask how big your list is. How many people per day are joining your list?” And I was like, “I don’t even know.” And he’s like, “Well if you don’t know, that’s why your business is stalling. If you don’t know how many people joined your list today, it means you’re not focusing, which means it’s not happening, which means that’s the root problem of all…like the root of all evil is the fact that you have no idea how many people per day are joining your list.” Notice he said, “per day” wasn’t per week, per month, or per day. It was how many people per day. I remember I was in a mastermind group, this is back, this is going to date me a little bit for those SEO nerds out there. But there was a time when article writing was the secret to getting leads and all this stuff. And I remember this guy was in a mastermind group and he was talking about, he wasn’t getting traffic to his site and all these kind of things. And he was doing article marketing. And I asked him, “How many articles a day are you submitting?” and he’s like, “I can tell by the way you said that, that I’m doing it wrong.” I’m like, “What do you mean?” He’s like, ‘Well, I’ve submitted two articles so far, and you asked me how many per day I was submitting.” I was like, “Yeah, you’re doing it wrong.” So that was like ten years ago when article marketing was this thing. But fast forwarding to now, it’s like, if you’re like, “Oh my list 10,000 or 100,000 people.” That’s not the question. The question is how many people per day are joining your list? So Daegan told me that, and I was like, “I don’t even know.” So I remember logging into my software, and the software had the stats of how many people that day joined your list. So we started writing it on the whiteboard. I think at the time it was like 23 or something. It was like 23 that day and I was like, ugh. And the next day I looked at it and it was 20, and then 19, and these little numbers. But then I started looking at it. As soon as I started looking at that number it started making me so angry because I was like, “It’s so small, I need to make it bigger. How do I make this thing bigger?” So what’s interesting is when you track something it grows. It’s just, except for when you’re losing weight. When you track something it shrinks. But for most things, if you track it, it grows. So a number became the driving force. That was the metric for my business, how many people each day are joining my list? That’s all that mattered. We’re looking and focusing and that became the number. And so every single day we’d come in the office and that was the number. How many people joined the list yesterday? How many people joined the list yesterday? Every single day we came in, that was the number that was on the board. And it was crazy, we went from 20-30 a day to 50 a day, to 100 a day, to 200 a day, to 250, to 500, to a thousand. And I remember when we crossed a thousand a day and it was insane. If you would have asked me a year earlier, “Can you get a thousand a day?” I’m like, “That’s not possible.” But we got to the point where we were doing a thousand a day, new people joining our list. And guess what happened to our business? It all just kept growing. Because it’s the new fresh blood coming into your universe, your business is all about getting that fresh blood, the new people in all the time, consistently, focusing, focusing, focusing. And so I want you guys to understand, until you own the traffic you don’t have a business. So that’s got to be the key focus. Without me teaching the whole Traffic Secrets book right now, there’s three types of traffic. There’s traffic that you control. So Zuckerberg owns it, or Larry and Sergei over at Google, they own the traffic. So that’s why they’re so freaking rich and so powerful. I was talking to my dad today about how if you look at the entire internet, you’ve got Zuckerberg who owns Facebook and Instagram, you’ve got the Google guys who own Google and YouTube, that’s 90% of the internet owned by 3 dudes. It’s insane, they have all the power because why? They have all the customer list. They have everybody. So they own traffic. So if you go and buy ads, you don’t own that traffic. You can control it, so it’s good. And you should do that, controlling traffic is one way to build your list. I’m going to go buy ads to build my list, but I don’t own it. I can control it. I can buy an ad and say, “Point it to this landing page, and go there and give me your email address.” Number two is traffic that you earn. So that’s me going on a podcast, or me doing a FAcebook live on somebody else’s page, or me doing a summit, or me doing all these things trying to earn traffic and get into their mind. And then the third traffic, the third and best and most important, the only thing you should be focusing on is traffic that you own. That’s your list. That’s the big secret. When you have a list this game becomes super, super easy. I always tell people that internet marketing is pushing a boulder up a hill at first. Because you’re pushing and you’re pushing, and it’s hard. And at first you’re making no money. And you’re like, ‘I’m spending 80 hours a day and no money is coming in. No money’s coming.” And you’re pushing and pushing it. But as you’re pushing this boulder up a mountain, that rock is your list and it’s getting bigger…I guess the rock is not the list technically, but it’s picking up the list and the list is getting bigger and bigger. And there comes a point, this tipping point when the boulder gets on top of the hill and starts bouncing down the other side. And as soon as it starts bouncing down the other side, this game becomes really, really easy. For me that started happening about 30,000 people on my list. I was making, I was averaging about $30,000 a month. And it became easy. I could literally wake up in the middle of night and send an email to my list and be like, ‘Hey tomorrow I’m going to do a training on how to wake up happier. If you want to come to this training, pay me $10.” And I would wake up and there’d be $3,000 in my inbox. Insane, right? Any crazy idea I wanted to pull out my “bloop”, pull out of my whatever, I could make money with it because I had a list and it was simple right. So that’s what you gotta get. Like getting from zero to a hundred to a thousand to ten thousand, twenty thousand, thirty, that’s the hard part. As soon as you get over the edge, then it becomes so, so, so easy. So that needs to become the focus point and the goal. How do I build a list? How do I grow this thing? And it’s going to be painful to a certain point. And as soon as I get it over the top, then it becomes easy. Because you have a list, now you have leverage. Now it’s like, you can go to somebody else and say, “Hey, promote my product and I’ll promote yours.” There’s reciprocity, right. When you have no list and you go to somebody like, ‘Hey, promote my product?” They’re like, “No. What’s in it for me?” I guarantee, as cool of a person as I think I am, if I were to call Tony Robbins a decade ago and be like, “Hey Tony, guess what? I’m a super fan. Can I come speak at your event in Fiji? Can I hang out? Do you want to be friends? You want to be business partners in the future? Do you want to promote my book?” He’d be like, “No.’ When I went to Tony, guess what I had? I had something that was of value to him. I had this thing it was called a list. And a list is a platform. I could say, “Hey Tony, man you’re amazing. I want to promote you to my list of 500,000 entrepreneurs, would you be interested?” and he’s like, “Yes, I will listen to you because you have a platform.” Your list opens up doors, it opens up any doors. I don’t think there’s a human being on this planet I couldn’t get to right now because of my customer list. That’s how powerful of a tool it is. It’s the key. And when you have a list, you have power. You can do swaps, you can promote other things, you can sell your products, sell somebody else’s product, you can have an idea, you can brainstorm, it becomes easier because you don’t have to, again, right now we’re creating products where we’re guessing, we’re hoping, we’re putting stuff out there and we try to sell it and it doesn’t buy. And we’re like, “oh, we spent all this money on traffic and it didn’t work.” Whereas if you have a list, you don’t even create the product. You’re like, ‘I’m going to send an email to my list and see if they buy.” They bought, “Sweet, I’m going to go out there and create the thing.” The other powerful thing, I think it was John Lennon, was it John Lennon or Paul McCartney, this was them writing, and I remember the story. They were sitting one day and they wanted a swimming pool. And he said, “I’m going to go write myself a swimming pool.” and he walked inside and he wrote, I think it was Yesterday. Boom, got the royalties and bought the swimming pool. He wrote himself a swimming pool. I remember Dan Kennedy, he, I love Dan. I’m a lot more, he calls his list his herd. Like, “Build a herd of people.” And I remember he used to always say, ‘If you want to buy something in your life, figure out what it is you want to buy,  a new car, a new house, whatever, then send the bill to the herd.’ That was what Kennedy used to always say to us all the time, back in his mastermind group. “Send the bill to the herd.” So it’s like, “I want to buy a new car, what’s it gonna cost? This one costs $150,000 for a new Tesla. Cool. Send the bill to the herd. Write an email, send it out, have them pay for it. Everything is free.” That’s the power of a list. You have to make that the focal point because that is your business. Everything else is good. Having a webinar is good, but the reason why it’s good is because it builds a list profitably. Having a book funnel is good, but why is it good? Because it builds a list profitably. Having a summit funnel is good. Why is it good? Because it builds a list. All those things, the only reason why they ever even matter at all, is because they build a list. That’s it. Every funnel I’ve ever created in the entire history of my life, is about one goal and one goal only, and it’s to build a list profitably. That’s it. If I have a list I can sell whatever I want. I can sell them software, coaching, supplements, underwater scuba lessons, I don’t even know. You can do whatever you want. That’s the magic. The list is the key. Alright, have I drilled that into everybody’s heads enough? I hope I have. If not, I will rant even more. So now you’re all like, “Sweet, I got a list. Now I get the thing, I need a list. But how do we get a list?” So a couple things. Number one, you need to make on your whiteboard a big thing that says, “How many people have joined my list today.” And you look at that number. And if it’s zero, you need to be angry. If it’s one, you gotta be angry. Start being angry because the anger is what’s going to get your mind to be like, “What’s the next thing? What’s the ideal? What’s the thing I gotta create or do to get somebody to get on my list?” Alright, so that’s number one, putting that number and making it front and center of your entire business. Looking at it over and over again so you see it, so you start thinking about it. That’s number one. Number two now, it’s like, “Okay, if I’m going to build a list, I’ve got to…” List building is basically, you’re trading. Like, give me something in exchange for your email address. So it’s like, I need to create something really, really cool. It doesn’t mean it has to be big, doesn’t have to be a book, doesn’t have to be a thing, but something cool that’s unique, that’s fun, that’s interesting that you can, that’s got a really good hook. It could be as simple as, this thing I’m yelling my rant right now, this could be very simple and easy a lead magnet to put on a squeeze page. I could be like, “One night I went to my coaching members and I ranted for 45 minutes on the power of list building and I showed them 5 or 6 of my most powerful ways to build a list. If you want to watch that video right now, go opt in right now.” That could be it, this could be me ranting. You could get on your phone and just rant for 15 minutes on the phone and that could be the lead magnet, that could be it. It doesn’t have to be something that’s huge and hard, it’s got to be something really, really cool. So you create that and then it’s like, you create that, you create a really basic landing page, squeeze page, and a thank you page where you give it away, and that’s phase one. That’s why when we started this round of two comma club x coaching, the very first training I did was a two hour training on lead funnels, how to build a list through lead funnels. And I apparently didn’t rant loud enough in that for everybody to hear. So I’m ranting loud now. If you haven’t gone, go back to that training. I show, I think I show 110 different examples of landing pages and lead funnels and how they work and how people, different opt ins people use, and different bribes and the layout and structure of the pages. So it’s all in there, so go check that out. So a squeeze page is good, but now it’s like, okay how do we get people to opt in. Because it’s like, traditional just Facebook ads, yeah, you can go buy Facebook ads, and you’re looking at anywhere from a buck to 5 bucks per lead. So especially when you start, that’s a heavy pill to swallow. So for me, Facebook ads are awesome and they’re great. I didn’t my very first Facebook, I didn’t buy my first paid ad for over a decade. So for the first decade I was like, ‘I gotta figure out other ways to build a list.” And what’s fascinating, back then we did not have Facebook, we did not have Myspace, Friendster wasn’t selling ads. Google slapped everybody, so it worked for like a week, you know when I got in, it worked for like a week or two and then it stopped working for everybody. So I didn’t have an advertising platform to build a list on. It wasn’t a thing. So I had to be creative. I gotta build a list, “How do you buy a list?” It wasn’t like go buy ads somewhere. It was like, you’ve got to be creative. How do you build a list? So pretend for a moment, I don’t have Facebook, I can’t pay for leads. How am I going to generate leads? I start looking, there’s other people that already have a list. So if they already have a list, how do I get access to…You have a list…. Do you guys remember the Wedding Singer when Adam Sandler goes to the bank with Kevin Nealon there, and he’s interviewing for a job and Kevin Nealon is like, “Why should I hire you?” and he’s like, “Well, you’ve got money. I need money. So I was hoping you could hire me and give me some of that money.” It’s the same thing. “You’ve got a list, I need a list, how do we do something together so that your list can join my list and I have a list too?” As dumb as that sounds, that literally is what went through my head all the time because I didn’t have a list and other people did, so I’m like, “How do I build the list?” A lot of it was going out and like, “Okay, how do I create something with this person? How do we do a partnership?” I did summits like crazy. I’ve been in more summits than you guys would ever believe. If you ever go back in the internet archives you can see a lot of them. But I did a lot of summits. I put on my own summits. Why did I put on my own summits? Because I knew that all the other people I was going to interview in the summit had a list and I didn’t. I didn’t even position myself as an expert initially. I just “okay, I’m going to do a summit. It’s called the Affiliate… in fact, it was Affiliate Boot Camp.” I think I’ve launched affiliate boot camp six times. But my very first one was Affiliate Boot Camp, and I just found six affiliates, excuse me, I think it was 12, I can’t remember it’s been a long time, a decade or so. A whole bunch of affiliates, I put them on a summit, and I was just the interviewer. I wasn’t teaching anything, I just interviewed people. And then I had everybody promote this summit, I interviewed all the people and I got a list. And it wasn’t a ton, I think I got 1500-2000 people to join my list. Now I had a list. And I leveraged that list. I went to someone else and said, “Hey, your product is really cool. I’ve got a list, it’s not huge but I’ll promote your product if you promote mine.” Someone’s like, “cool, I promote your product.” And all the sudden we did exchanges. They promoted mine, I promoted theirs. And what would happen is I’d make a little money, they’d make a little money, but I’d get people joining my list. Then I started thinking, okay, I know all these people that have lists, and a lot of them are affiliates, they promote other people’s products. So what if I created something really, really good and most people are paying them 50% commission on the product, what if I came back and paid them 100% commission? And at the time no one had ever heard of that before. So I go to people, “Hey I created this amazing product. Check it out.” And they’re like, “That product is really cool.” And I was like, “What if I pay you 100% commission to promote it?” and they’re like, “Why would you do that?” “I don’t know. Because I’m a nice guy and I feel like you should get all the money because you’re the one who built the list, and you spent the hard time, energy and effort, and you’re way cooler than me. So I’ll let you sell my product and keep 100% of the money.” And so many people said, “Dude, that’s an awesome deal.” So they would promote my product and they would keep 100% of the money, and guess what I would get? The list, their list would join my list. And all the sudden those people became my people. And the next thing I sold, I kept all the money from. That was the magic. I remember I had one friend, he did a really cool thing. He had these CDs that he used to sell for, I can’t remember, I think it was $300 for these CDs. And he was doing okay with it, but not killing it with these things. And he’s like, “You know what I’m going to do? I’m going to take my $300 things…” and back then he put them on CDs or DVDs, so it doesn’t work as good nowadays because people don’t really have DVD players, but back then it was a thing. And I remember he did this big Christmas promotion and he went to all these big, huge people’s lists and said, “Hey for Christmas, how would you like to give your list my $300 product for free?” and people were like, ‘That would be awesome.” He’s like, “It’s free, so you’re not going to make any money. But they get a cool gift and it’s coming from you and it’ll be awesome.” So he sent these pages for each person, and I didn’t do it, but it would have been like, it was called The Marketing Quickie, so it was like marketingquickies.com/Russell. So you go to Marketing Quickies and you see that the CDs are like $300, if you go to /Russell it was like, “Hey this is, (what was his name? Was it Andrew?) I did this partnership with Russell because you’re on the list, normally when you go to the homepage, you can go see it, it’s $300 for this product, but because you’re Russell’s subscriber, I’m going to ship you out a CD for free, all you gotta do is put your name and address down below and I’ll ship you a CD for free.” So he came to me and I don’t know, like 400 other people, he asked tons of people and most of them said no. But he had 30 or so people say, “Sure that sounds awesome. It would be a great gift for my audience.” They all sent emails to their list, they went to the page, filled out the form with the shipping address everything. He went and burned CDs all Christmas long and sent them out to people. And when all was said and done, he ended up with a list of 18000 people, boom, by giving away his product for free. “But Russell, now I’m not going to make any money.” Again, your business isn’t your product. Your business is your customer list. Now you got a customer list, now make another product, figure out the next thing they want to buy. I remember Tellman Knudsen, Tellman I remember I had just been building my list at the time. I thought I was a hot shot. I think I had, how much was it, I probably had 40-50,000 people on my list at that time. And he messaged me one day, I didn’t know who he was, some of you guys may not know Tellman, he’s not as big in our market as he used to be back in the day, but he’s more in the personal development, hypnosis market now. But he used to be in internet marketing, in fact, he owned listbuilding.com for a long time. But anyway, I digress. He came to me and said, “Hey Russell, I’m doing this really cool summit where everyone’s talking about how they built a list. And I want to see if you’ll promote this summit to my squeeze page, and then you can be on the summit?” And I was like, “No dude, that’s the stupidest thing I’ve ever heard.” And he’s like, “Why?” and I’m like, “I’m not going to email my list to your squeeze page, then half my list will go on your list, and what’s the benefit for me?” anyway, I told him no and hung up the phone. And then like 6 weeks later I see this big launch where every single person on planet earth is emailing their list to this brand new newbie’s squeeze page, Tellman. It was like, in fact, if you go to, I wonder if it’s still there. It used to be listcrusade.com I wonder if it’s still there. Crusade is a hard word to spell. I spelled it wrong. Anyway, I’m sure if you go back to the Wayback machine you can find. But it was just a page that was like, “Hey learn list building secrets from (and it had all the people’s names). Give me your email address and I’ll give you access to all these interviews.” And he did it, and like I said, 6 weeks later I saw all these people emailing. Boom, boom, boom. Person after person after person, all these big names. I was like, “What in the world.” And I remember, I watched his campaign and he built a list, I found out later, of over 100,000 people from this campaign. I remember messaging afterwards. I was like, “Dude, how did you pull that off? Because you asked me, I thought you were insane and I told you no.” and he’s like, “I know. Most people thought I was insane. I asked 70 people and all 70 of them told me no. Then I asked the 71st person,” and his name, I think it was the nitro guys, Matt and Kevin Wilkey, he them and they said yes. And he’s like, “Oh my gosh, I got my first yes.” So then he went to the 72nd person and said, “Hey I’m doing this project, these two guys just said yes. Do you want in on it?” and then that guy’s like, “Yes.” And he went to the next person. “Hey I’m doing this project, that person and that person said yes. Do you want in?” “Yes.” The next 40 people said yes afterwards. But he got 70 no’s in a row before he got his yeses. Is that crazy? And then boom, at the end of the campaign 100,000 subscribers. I think year one in his business he made $760,000 and all he did was email to those lists, all the other people’s products and sold their products. He didn’t even have his own product that first year. He just built a list from everybody else’s list and then sold other people’s products. Do you guys see this? It comes down to this creativity. How do we do this? How do we do it? It’s like how do I create cool things that I can somehow incentivize somebody else to promote? One of the things Nick said, and I’m going to tease him a little bit about this, but he said, “I thought that I had a bunch of friends who I assumed were going to help me promote the product.” Why would they help you promote the product, there’s no reason why someone would help you promote the product. I have to make a better offer to my affiliates than I do to my customers. People always think, “Well Russell, everyone promotes Clickfunnels.” Why do you think everyone promotes Clickfunnels? Number one, we pay 40% recurring commission for the lifetime of the customer. Higher than any other SAAS platform on this planet. Number two, I paid for a dream car for everybody. Number three, I bring them onstage and give them street cred. Number four, a lot of times we have 100% affiliate commissions on books, on offers, OFA. Number seven, book deals when we do the book launches we always do $20 to give away a free book. I work harder to get my affiliates to promote than I get my customers to buy. So you have to understand if you want somebody to promote for you, it’s not just like, “Oh promote me. You should promote me because we’re friends or because we know each other.”  No, don’t ever expect that. My best friends on the planet, I do not ever expect them to promote my stuff. I still go out of my way to sell the crap out of every one of those guys as well. I gotta make an offer for every single one. I don’t care if I’ve been friends with them for a decade and a half, for them to promote me, I still sell them on why they gotta promote me. And we make those offers insane. So when you thinking you want affiliates to promote you it’s like, “What do I give them? Do I give them 50%? Do I give them 100%?” I can’t tell you how many messages I get from people like, “Russell, I have an idea for a product, if you promote it, I’ll give you 50%.” I’m like, “Dude, really good affiliates don’t take 50%.” Especially for info products, they don’t want 70 or 80 or 100. We’ve got deals we’ve done in the past where we’d pay 150-200% commission on things. Why? Because we want the list. One of my very first mentors, his name was Mike Lipman. I remember seeing him onstage one time and he said, he was talking about doing these offers, they make these free DVDs. “We sell these free DVDs, somebody buys the DVD and we call them on the phone and we sell them coaching.” He said, “Guess how much money I spend to sell this free DVD?” And I was like, “I don’t know.” And he said, “$30. I pay an affiliate $30 to give away a free DVD.” I was like, “What? You’re going to be broke in like 13 DVDs. How does that work?” And he stopped and said, “Russell, you have to understand, amateurs focus on the front end. Amateurs focus on the front end. Professionals focus on the back end.” He’s like, ‘I spend $30 to give away a CD, but I average, if every CD I give away I average $200 in sales on the phone within 6 weeks.” So for you guys, start thinking about that.  How do I create something at such a good deal for the affiliates to promote, I give them so much up front….Why do you think we pay 100% on our OFA, One Funnel Away challenge? We pay 100% because right now we got, last month 6500 people joined OFA. 6500 buyers, guess how many leads came from that? A whole lot more than that. I think, yeah, a lot. And it cost me a ton. In fact, I lost money. I think we spent $70 per box, maybe $60. I might be misquoting, 60-70 dollars per box for the One Funnel Away Challenge. Plus 100% commission, so it cost me for every box I sell, I lose $50-60. But what happens? Amateurs focus on the front end. I focus on the backend. I get a customer, I bring them into the value ladder, I bring them to the things and they ascend and they get stuff, and all sorts of stuff like that. That’s what I want you guys to understand. It’s coming back down to how do we create something amazing? And if you’re nervous, again, it comes back to especially at the beginning when money is tighter, paying Facebook a dollar to 5 dollars per lead is scary. But it’s like, what if we come back and what if I took my $300 product and put it on CD and people pay $4…maybe not CD, maybe MP3 player, whatever, and pay $4 for me to ship it out to them. Or maybe it’s a book. Maybe I take my best presentation, my best Facebook live, my best whatever and I get it transcribed where it’s like a book, and I get affiliates to promote it and they give it away for free, and I’ll print it and ship it and send it out to people and they pay $5 for me to print it and ship it to them. And I get the lead and they get whatever. Or maybe it’s co-branding. I used to do this all the time, where I would find somebody who had a list, who was better than me. I’ll tell you if I can think of somebody off the top of my head. Mike Filsaime and I used to do this. We did it a couple of times, where we had both done a pre-launch, in fact, if you go back to the internet archives and you go to prelaunchsecrets.com, go to the wayback machine, you’ll see it. But basically he had done a bunch of pre-launched, I had done a bunch of pre-launches, we came together and created prelaunchsecrets.com and it was basically a telesummit where it was like, ‘hey come listen to the summit and you’ll hear Mike talk about his pre-launch, I’ll talk about my pre-launch. We’ll talk about what we both did and then you get it for free.” So Mike promoted it to his list, I promoted to my list, when leads came in, we both got the leads, so they joined both our lists when they came. So basically, he got some of my leads, I got some of his leads, we both got better. We gave away this really good training for free. And I think we had an upsell where you could buy, I can’t remember, something we put together for an upsell, to try and make a little money off it. But that was it. And then I did another one with Josh Anderson, and with Jeremy Burns, I’m trying to remember some of my old buddies from back in the day. It’s the same kind of thing. I would interview them, interview and we’d put together a thing, where it’s co-branded, we both create something together, we both promote it, we both split the leads, and boom, both of our lists got bigger. So it’s like looking at people who already have lists, looking at people who have a following. Co-branding and going into each of these different markets and doing that. The first part of your business, you guys have to understand, the first part of your business is all about getting land. It’s getting people. In fact, at a recent inner circle meeting, it was interesting, Brandon Poulin was there and he was talking about how the first half of your business is all about gaining ground. And th second half of your business is about protecting it. And hopefully none of you guys have to go through that part of the process, but we get to the spot when now it’s like, you know we have legal crap, and other stuff to protect your land. People throwing lawsuits at you all the sudden. That’s the part of the design that sucks. You guys are in the fun part of the business where you’re like gathering land. This is the great, if I could sit down in this range of how to get more land, it’d be the greatest thing in the world. But it’s thinking about that. This is the part of my business where I gotta gather land, I gotta get people as quick as I can. So it’s doing a little bit of a lot of things consistently, every day. Your full time job, this is your job, this is an 8 hour a day job, to hustle to build an audience. Until you have an audience, you don’t have a business. Until you have a list, you don’t have a business. So it’s going out there and buying ads, doing affiliate deals, you’re doing partnerships, you’re getting people to email, you’re doing summits, you’re doing podcasts, everything you can do to capture land. It’s just not one thing, it’s a whole bunch of things. Just trying thing after thing after thing, and if it doesn’t work, don’t freak out. Do the next thing and the next thing. It’s going to a potential dream partner who has got a list. “Okay, you’ve got a list. What can we create together?’ or coming to them with a plan. “Hey, I’ve got a really cool idea. I can, your audience is good at this, I’m good at this.” Like Noah St. John did this back in the day. At the time he had no, he was a personal development guy and his whole pitch is like, a lot of times he’s like, “Russell, you teach people the most amazing marketing stuff in the world. They’re sitting there, they got their foot on the gas because you gave them all the information, but they’re all freaked out, so the same time their foot is on the gas, the other foot is on the brake. So they’re spinning out and nothing is happening. Your product helps people put their foot on the gas, my product helps them take their foot off the brake. Let’s do a partnership where your people can come in and buy your product, and then they get my training. My training will help them take their foot off the gas.” And if I remember right, this was a decade ago that he first pitched me on this. He didn’t want money for it. He was like, “Just put this on your thank you pages and have people click the link, they go over and fill out a form and then boom, I’ll give them access to my course.” And when they filled out the form, guess what they did? They joined their list. One of my buddies, Joel Marion and Josh Mazoni, they launched biotrust which is a supplement company. If you look at how they did it, they didn’t go and buy a bunch of ads initially. What they did is they went to all the people who already had traffic right, they already had funnels. They went to the thank you page of every single person’s thing, and on the thank you page they’d have a button that said, “Thanks for buying my info product about how to get 6 pack abs. Click here to find out my number one recommended supplement.” They’d click there and go over to a squeeze page and put the name and email address in and then boom, they were put on Josh and Joel’s list, and then those guys emailed the list every single day selling protein and things like that. And as they were selling all those things, all those commissions were going, excuse me, all the commissions would go to the person who referred them over to the squeeze page and they just sold, they’d sell people like crazy and all the commissions went back to that person. Just like in Clickfunnels. When someone sells one of my books and we get them to buy Clickfunnels, that affiliate still gets them money.  So he just put a squeeze page on every one’s thank you page. So it’s looking at that kind of thing. How can I go to other people that I know in my market who maybe have a little bit bigger following than me, and how do we start partnering together and we tag team together and we create cool things together? I’m trying to give you guys as many different tactical ideas to jolt your brain as possible. What else, what else? One thing is I’m thinking more just tactical ideas, I remember when I first got started in this game, Ifirst got the gist of list building, and I remember I started looking who the list builders were. And if you don’t know how the list builders are in your market, that’s your number one homework assignment, that’s even before writing the number on your board of how many people joined today. Who are the list owners in your market? And I’m talking about email lists. There’s so many different types of lists, but emails still to this day, are still the most powerful. Getting on someone’s podcast is good, and it’s awesome, but getting them to send an email for you is better and it’s faster. It just still is. Someday it may not be, but as of today, it’s still the best. So I’m talking about email list builder. So who are the email list owners in your market? So I remember that was the first thing I learned about building a list. I’m like, “Cool, who are the list owners?” and I started listing them out. I remember the ones at the time were like Joe Vitale, Mike Gillespie, who are the other names? All the different names. So I was like, “Okay, I’m going to do a deal.” And I remember Joe Vitale was the first one, I thought he was so cool. And he is cool actually, but I remember at the time I was like, ‘Joe Vitale is the man. I wanna be the like, I want him to promote my thing.” And I built this whole thing up and I remember I built a whole, I remember studying his stuff and going through and learning stuff, and I was like, “okay, I have something I can provide his audience, it’s going to be a huge deal.” And then I emailed him and guess what I heard back? Nothing. Crickets. Crap. So I emailed him again, nothing. I emailed him again, nothing. I’m like, ‘What a punk. He should be responding back to me. Doesn’t he know that I spent all this time and energy learning about him and focusing on him?” I say that because I’m being vulnerable but, I guarantee that happens to me all the time. I get people hitting me on Instagram, on Facebook, all sorts of places and I don’t respond back to them because I can’t. I’m drowning. Looking back now I’m like, “Joe, I get it. So sorry. It totally makes sense why you didn’t.” But he didn’t right. And I was trying all these people that were at this level up here, I’m reaching out to them, and none of them respond back to me, and I was all angry and mad. And then I remember I was just like, “Man, this game sucks. No one’s out here for the little guy. I thought this was, everyone was here to help each other, and apparently not.” All the bitterness that I could possibly have was all there. And then I went to this forum at the time and I met a dozen guys, who were all about my level. We’re all doing that same kind of thing, and no one had a huge list. I think my list was 200 people at the time, Mike Filsaime was one of the guys in there. Mike I think had a list of like 5 or 6000 people. He had just come out with a product called Carbon Copy Marketing and he had them on CDs and he would burn the CDs. I remember that I think he was charging $5 or $10 for them, and it was like a $97 product and it was cheap, and he was using it to list build.  Looking back now it’s like, oh he was doing it to list build. He started building up this huge list. So that’s what he was doing. And I emailed Mike and sent him a copy of my product, he’s like, ‘This is really cool. I’m going to promote it.” He promoted it and then I was like, “Cool man, thanks for promoting it. Who else do you know?” and he’s like, “Oh, you should meet this guy, this guy, this guy.” And he told me two or three other people, who same thing, had a list about the size of mine, maybe a little bit more, kind of the same area. And we got to know each other, and had another one promote me, then another guy promote me, then I promoted this guy. And we started, it was interesting, all these guys were at this level down here. And I remember looking at all these guys up here, like the Joe Vitale, Steven Peirce, all these guys that were untouchable, and we were down here. And we start promoting and cross promoting and helping each other out. And what happened was interesting. At that level we started getting bigger and started getting better and our list started getting bigger, and they started responding more and they started getting more people. And then every single person we brought in knew three or four other people and we’d get them in and we’d get them in. And pretty soon I’d have this network of 30 or 40 people and we’re all helping each other and cross promoting each other and doing deals together and co-branding products together and we’d both promote the product. Do all this stuff, and soon, in about a year, year and a half time our list got to the same size, or bigger, than these people I was looking up to. I remember by that time I was doing a project and I was like, “Oh, it’d be cool to do this thing with Joe Vitale.” But I was like, “I can’t message him. He hasn’t responded to like 6 of my messages.” I’m sure I said something stupid in there. I don’t even know. I probably said something, I don’t know, probably something embarrassing. But I was like, “I’m just going to email him.” And I emailed him and Joe’s like, “Oh man, I see you everywhere right now. I’d love to do something with you.” Emails me back instantly. I was like, “Oh my gosh. I’m in. I’m in the cool kids club.” Then we started doing deals with people at this level. And guess what, all of us grew to the next level and kept growing and growing and growing and that’s how we started growing. So I think it’s a big thing for all of you guys. Look in your market. Start looking around, who are the list owners and then get to know them. Build partnerships, build friendships, take them to dinner, buy them a party. And then actively try to figure out things. A lot of times I see people doing the dream 100 and they send gifts and try to do nice stuff, but they never ask for something. Ask for stuff! You’re both trying to help each other. Get on the call and be like, “How can we help each other? I’m really good at this, this, and this and you’re good at this. What can we do? Can we do a summit together? Can we do a cross promo? Should we create a product together? You promote it to your audience, I promote to my audience, we cross pollinate. What can we do?” And then after that stuff be like, ‘Who else do you know that I can work with?” they introduce you to people and you introduce them to those three people that you knew and worked with in the past. You start building this network of people that becomes super, super powerful. In fact, I’ve actually just written this in my Traffic Secrets book. This is a lot of spoilers for you guys, for when the book comes out in the near future. Do you guys remember the movie, Never Been Kissed with Drew Barrymore in it? It’s one of those cheesy movies, that I don’t know why I watched it but I did. I’m sure my wife made me. But in the movie Drew Barrymore goes to high school, she’s a complete loser, and then she leaves high school and then she gets a job as a reporter. And then her boss wants her to do a story on all the cool kids in high school who are all into drugs and all the stuff. So she’s like, ‘I’m going to go back to high school.’ And she goes back to high school and instantly within 5 seconds she’s back in with the nerds. She’s in the chess club, the music, and all these things like that. And all the stories she’s bringing back to her boss, he’s like, ‘I want a story about the cool kids. I don’t care about chess club and things like that.” So she tried to get into the cool kids club, and just gets rejected every single time. So she goes back home to her brother who is David Arquette and tells him this whole thing. And he was like the cool kid in high school. He was like, “You’re so lucky to be back in high school. I want to be back in high school.” And she’s like, “No, it’s horrible. The kids are so mean.” And he’s like, ‘If I were back in high school, I’d be cool again.” And she makes fun of him like, ‘No, you couldn’t be it.’ So the next day at school, she goes back to school again and all the sudden she sees her brother come in and she’s like, ‘what are you doing?” and he’s like, “I just registered for high school.” And she’s like, “Whatever.” Anyway, he walks into the lunch room the very first day and he grabs a big old tub of coleslaw from the lunch lady, stands up on the table, and starts trying to eat the entire thing of coleslaw. So he eats this whole thing of coleslaw, and all the jocks, all the cool kids around him chanting and cheering and by the time he’s done he’s just covered in coleslaw. And they pick him up and carry him out of the lunchroom. I maybe exaggerated the story. I can’t remember perfectly, it’s been about a decade since I’ve seen it, but you know what I mean. All the sudden he becomes the cool kid. And Josie, who’s Drew Barrymore’s character, goes back to him later and is so mad at him and frustrated. And he said, ‘No, no, I want to show you something.” So he walks over and teaches this principle that’s so, so powerful. Again, I’m slaughtering the story, but conceptually hopefully this makes sense. So he goes over and he starts telling people, “Hey you see that girl Josie over there? We used to date but she broke up with me. She is so cool, she is so blah, blah, blah, whatever.” And the guy’s like, “Really? She’s that cool?” “Oh yeah, she’s amazing.” And then all the sudden he goes and tells someone else and tells three or four people and all the sudden, within a day or two, all these people come over to Drew Barrymore’s character and bring her into their thing, and all the sudden, that quick, she’s one of the cool kids. And David Arquette’s character says something that’s so powerful. He said, “If you want to get into the cool kids club, all you need to do is get one cool kid to think you’re cool.” Boom. Are you guys getting this? So for you, as you’re building your dream 100 looking at this thing and trying to figure out, how do I get in this network of people? You don’t have to get everyone to say yes, you have to find one cool kid to think you’re good and you’re in. That was the moral of Tellman’s story that I told you guys 20 minutes ago. Tellman called 70 people in a row. 70 people told him no, and then one cool kid said yes, and the next 40 said yes. All you need is to get one kid to think you’re cool and you’re in. So who is that in your market? And if you don’t have a list of 10, 20, 30 people that are in your market, these people right here have my customers, they’re on their list right now. If I can figure out a way to work with them, their list will become my list. This is what we’re talking about. I’ve been preaching dream 100 for a decade and for a decade and for some reason the majority of people never do it. And dream 100 does not mean sending out big packages in the mail, it means Facebook messaging someone saying, “Hey, what’s up. What do you do? How can I help you? I’ve got a product, you’ve got a product, let’s do a deal together. What can we figure out?” that’s what dream 100 is at its core essence. It’s getting in there and networking and trying to find out who’s the cool kid. Because you get in with one cool person and that person thinks you’re cool, it opens up all the other doors. Does that make sense? For me, my cool kid was Mike Filsaime. As soon as Mike Filsaime said I was cool. He did my first promo on ZipBrander, one of my very first products ever, he went out and he’s like, “Hey Gary Ambrose, hey so and so, he so and so, this guy’s named Russell, he’s really cool. You should do deals with him.” And I did deals with all three of those guys. And I asked them, “who else do you guys know. You guys are awesome. Do you know any other cool guys like you?” They’re like, “Yeah, you should meet him and him and her and her and that person.” And brought me in, and then within months my network grew very, very big. And then all of us started cross pollinating, cross promoting and all of us as a market grew to the next level, and grew to the next level, and grew to the next level. Alright, does that make sense you guys? There’s a million tactical ways to build a list, but it just comes down to thinking about it differently. Think about it like that is your business, that is the core thing. How do I do it? Who already has my customers on the list? How do I get to know them? How do I become friends with them? What can I create with them to get them to promote my thing and I can promote their thing? How do we do these kind of things? And maybe, let’s say, coming back to Nick specifically on this one. Nicks new course in on Facebook live. And it’s like, okay who are people in your market that have a big, like have a fan page with 30, 40, 50, 100,000 followers right now. And come to that people and say, “Let’s be live together to your fan page, and let’s talk about the power of Facebook live’s and at the end we’ll make a special offer. I’ll pay you 75% commission on every single one.” Boom, that fast you’re in front of their entire audience. There’s a reason why I launched my book I said, “Tony Robbins, can you interview me?’ He’s like, “Sure, I’d love to interview you.” I’m like, “But not on my page. My page has my fans. I want to be interviewed on your page.” He’s like, “What?” I’m like, “Yeah. Let’s do the interview on your page.” And he’s like, “I guess.” So we do the interview on his page and guess what? His 3.2 million fans saw the interview because it was on his page, and I got all his people to come and buy my book. And then I asked Tony, “can my team login to your ad account and buy ads? I’ll pay for the ads, you’ll get affiliate commissions on it.” I’m selling my partners harder than I’m selling my customers. “I will login to your ads, I will pay for the ad cost and I’ll pay you affiliate commission and we’ll keep pushing the interview.” He’s like, “Sure.” So we logged into his ad account for like 3 months after that. I was spending as much money as possible to show every one of Tony’s fans my interview with Tony on his page. And we ended up getting, I think that video had 3 or 4 million views on it during that time. So it’s that thing. Aaron said, “The first step is admitting that we’re not the cool kids yet.” Exactly, exactly. Toby said, “I’m building a list of agency owners and marketing freelance, I have about a thousand so far. DM me if any of you guys want in.” You know as much I think Gary Vaynerchuk’s a…I’ll leave it there because this may be public some day. As much as I love Gary Vaynerchuk, the best thing he said, “You guys know what business development is, business development is getting your phone out, going to instagram and going to your DM’s and DMing each person. Not copying and pasting. Literally DMing each person a personal message. Like, ‘Hey, you’re awesome. Hey, you’re awesome.” By the way, I’m going to geek out for a second because I got really excited about this. My favorite author right now is a guy named Ryan Holladay, he’s written some of the most amazing books ever. So many good ones. Trust Me, I’m Lying is insane. It will change the way you look at the news, Perennial Seller about how to create works of art that last for forever. Super powerful. Then he wrote, Ego is the Enemy, The Obstacle is the Way, a whole bunch of other ones. So I follow him on Instagram and he’s got a new book coming out and posted a manuscript. I commented, “Dude, I love your books. I cannot wait to read that.” And then he DM’s me, my favorite author on the planet DM’s me personally. I’m like, “Ah.” So I DM him back and we’re back and now we’re like friends, that fast. I’m talking about “How can I serve you? Can I help promote your book? Can a do a thing? What can I do to help serve you?” I’m not asking for anything. I’m just trying to legitimately help him and serve him, and I guarantee some day in the future, who knows, a year, 5 years, 10 years something cool will happen from it. But I’m reaching out. So Gary Vaynerchuk, business development is sitting on Instagram DMing the cool people and trying to get in the cool people’s club, and commenting and saying stuff and being active in their lives, so that you’re not just some dude who shows up one day on their news feed, in their DM and they’ve never heard of you. Anyway, just a thought. Anyway, alright. The last thing I’ll say, just within this community you guys, and I’m saying this right now inside the Two Comma Club X community, the same thing if you’re listening on the Clickfunnels community. We create these communities for a reason and obviously there’s a lot of, not in the Two Comma Club Community, but in the Clickfunnels community there’s a lot of people that come in there and try to poach people and try to get customers, but there are amazing people in there as well. It’s like, how do you go in there and start looking around. Who are the people that are legit? Who are the people commenting, giving good value? Those are the people you should get to know. If they are in the forums commenting and posting and stuff like that, they’re trying to create business, they’re trying to do good stuff, they’re trying to help people. Those are the kind of people you want. Go in there and comment on their post. Yeah, that is cool. And go back to their FAcebook page, follow them, send them a message, get to know people. That’s part of this game. Yeah, that’s how this whole game is played. So anyway, I hope that helps all of you guys. I hope that helps you Nick. I hope it helps everyone here in Two Comma Club, and again, if I post this as a podcast, I hope it helps everybody else as well. It’s just shifting your mindset and start focusing on that. Because as much as I love funnels and as much as I love coaching, as much as I love software, as much as I love all that stuff, the only thing that matters at the end of the day is your customer list. Every funnel is built so I can grow my list. That’s it. That’s the purpose and that’s the reason. So I don’t know how long we’ve been going for tonight? Anyone know, anyone timing this? Anyway, I hope this is valuable to all you guys. I hope that it just becomes the focal point. I think within our community here in the forums be posting how many people joined your list today. “We got 10 today. We got 50 today. Got 20.” As soon as you start focusing on it it will keep on growing. I can’t tell you how much, the times that business has stalled, that’s the number to look at. Right now inside of Clickfunnels, it’s interesting. If you look at the Clickfunnels, every morning we do what we call the daily pulse, and it’s all hands on deck Charfin style meeting, we all jump in. It’s a 7 minute long meeting and guess what the meeting is? The meeting is each department sharing their critical numbers. And the critical numbers are like our traffic, how many books did we sell today, how many Clickfunnels trials did we sell, and how many new are on our list. That’s the numbers. And we’re looking at it every single day because whatever you look at grows. If you don’t look at it, it shrinks. Focusing on that, focusing on it, focusing on it. Gene says we’re 46 minutes in. Sweet. That’s almost as long as the first one Nick. So for those that don’t know, this is part three of his podcast coaching episodes. So the first, I’ll re….I talked about this at the very beginning, but for those that jumped on late, the very first one I did July 19, 2017. If you go to the marketing Secrets podcast and go to episode number 18, it’s called How to Make it Rain. And then a year later we did two more on November 21st, it was called My Conversation with a Friendly Giant, part one of two. And then November 26th is My Conversation With a Friendly Giant, part two of two. All of that is in the Marketing Secrets archives, go back and check them out. This will be the third installment. So next year, Nick, the whole, my goal for you is at that point your list is going to be at least 50,000 people big, and money will be flowing like crazy. And the questions are going be like, “so where, how do we invest this money. What’s the next step? I want to make sure I’m protecting my family and my future.” Because that’s the best place to be. And one more thing I want to comment o

Rocio Perez is an executive leader with more than 20 years of experience providing relevant insight to leaders around the world. She has delivered hundreds of inspiring and life-changing leadership trainings, keynotes and presentations to people around the world. Rocío helps leaders gain confidence, presence and step into their personal power, pave their own way, discover and eliminate their blind spots, spark self-awareness and maximize their overall impact. More…   Read the Interview Hugh Ballou:  Greetings, this is Hugh Ballou and Russell Dennis. Welcome to The Nonprofit Exchange. Russell, our guest today is somebody that you connected us with. How are you doing today, Russ? Russell Dennis: I'm fine. It's beautiful out here in Denver, Colorado, where my guest is. She is just a remarkable woman who is a master around leadership. She has a very interesting journey that everybody should know about. Her book really describes her in general. She has a book called Unstoppable. That describes Rocio Perez, who will tell us about who she is. Welcome. It's always good to see ya. Rocio: Russell, always a wonderful pleasure. Hugh, thank you for the invitation to be on your show today. I'm very excited. I'll tell you a little bit about who I am, and then we'll go back to what made me who I am. I am an international leadership expert and have worked with individuals all the way from Denver to Singapore and Korea. I love helping people create an extraordinary vision in their life. I love helping them get unstuck. All of us get stuck in one way or another in our careers. My goal is always to allow people to see how amazing they are so that they can have an extraordinary life. That has been one of the most exciting things I have done. I have been working with people since I was 17 years old. It's been a long time. It's been an extraordinary journey over 24 years watching people. By 19, I was guiding 160-200 people at a time and taking them from where they were at in their goals and their dreams to be educated in their careers to where they're at today. I have seen remarkable things all over the world. That's been very thrilling to watch people open up their businesses, thriving businesses, and lead their team members into extraordinary amounts of success. Yet it did not start there. That's where my journey to Unstoppable comes through. I started off growing up in extreme circumstances as a child. By the time I was 12, given those circumstances, I looked at different things in life. I left home. I ran away from home at the age of 12. I'm sure there are a lot of people who wonder. I hear all the time, “How did you do that?” I had a vision. I had a dream. Ever since I was a little girl, I wanted to inspire people. I would run around with my uncle Sergio and say, “Some day, I'm going to grow up and become a teacher so I can inspire people.” Whether I was born with that or I picked it up somewhere, I don't know. What I do know is that drew me closer and closer to him. By the time I was 14, I ran away. I was pregnant at 14 and a mom by 15. And at that age, I was also knocking on the university doors to let me in so I could fulfill that dream. With my 6th grade education, showing up there, they're like, “Who are you? What are you doing here?” One of the things I can tell you is I was relentless at knowing I wanted to go to school. The only answer I could hear, I could accept was, “Yes, this is when you start.” That led me on an extraordinary journey at the age of 17 starting college. The track was difficult, guys. It was very difficult. It was an eight-hour track on a daily basis. Getting up at three o'clock in the morning so I could start my trek at four am to be at class by eight am was definitely something that unstoppable leaders are made of. I look back at that part of my life and think how amazing was that. I didn't think about that. This is what needs to be done. That's it. I'm happy to say that along the way from the age of 19 forward, I have led thousands and thousands of people. I became a serial entrepreneur. I did what seems to be impossible in the eyes of many individuals who were saying, “That's not possible. How can a person with your background make it?” I have been in homes of very important global leaders, in front of ambassadors of countries, presented to members of Parliament. I have done extraordinary things. It was all based on the belief of what made me unstoppable and what made the people I have guided throughout the years unstoppable today. My son is 28 years old, which sometimes I can't even believe. I have a four-year-old grandson named Emilio who continues to inspire me and helps me move forward as I continue to build businesses and help them get unstuck in greater levels of success and help them move forward in everything they're doing, making an impact on this world. Hugh: What a story. What a story. Show us that book again. You just happen to have it handy. Rocio: I do. This book is all over the world. It made international bestseller in less than 12 hours from the moment that the book was launched. One of the things I can tell you, Hugh, is it's been an answer to what a lot of people were asking: “Rocio, what can I do to help myself?” As I was getting off stages, whether it was Ph. Ds or MDs or 123s or ABCs, whatever it was. Whoever was getting off the stage wanted to get an answer. Besides coaching one on one or group coaching, here is another opportunity. This book has brought a lot of hope, a lot of transformation to people. It's been exciting to hear people who have had up to 33 businesses saying, “Because of this book and what I got out of it, I am doing business differently moving forward.” That has been touching, humbling, inspirational. Hugh: Tell us how you came up with that title, Unstoppable. Rocio: It's what I've always done. That's my domain. I am unstoppable by nature, unstoppable by desire, unstoppable. I was sitting here as I was writing a memoir. The next version of my memoir, which will be released next year. What can I do? Besides answering the call. What is that message that we all have inside of all of us? In my experience, it was the fact that working with so many people all over the world, the one thing they sometimes couldn't see, because I have been there and done that, I know what it's like not to see my own greatness in front of others. Sometimes they couldn't see it. They couldn't see their unstoppable nature. They couldn't see all of the amazing things they have done, how they have borrowed from the past. We were all meant to be unstoppable. Nine out of ten people are unstoppable and don't know it. For me, it's just to turn back that mirror and say, “Have you seen yourself?” The moment they see themselves, we go through a subtle process. When they see themselves fully, they become unstoppable. They own their unstoppable nature. Hugh: That is a compelling title. The rest of the title, and I found that on Facebook. What is the rest of the title? Rocio: Seven Steps to Becoming a More Intentional Leader. Hugh: I found it on Amazon, I meant. A more intentional leader. Do you want to highlight those seven steps? Rocio: Most definitely. I'll talk about the first three steps that are really important. Let's understand ourselves. Let's understand how our mind works. That is the first and most important thing. Knowing that our subconscious mind is there to preserve and protect our life. I don't have to speak about how many times our heart is going to beat. There is an intelligence inside all of us. When we understand that, and we understand that we are all meant for greatness, we are all destined for greatness, we can go ahead and hijack our own success, even in those moments we don't think we're unstoppable. The steps that are very important after knowing that is what is it that I must be aware of? Fostering that awareness and that capacity to change that we all have. We can all transform no matter where we start from. Knowing if this little girl who would run around barefoot thinking of only a dream would be possible, then it's possible for all of us. It's possible for one; it's possible for all. I have proved it thousands and thousands of times over and over again. Having that incisive discovery and accelerating my insight. How do I work with the people who already know that I can continue to learn? Who I am today is not who I must be in order for me to have what I want to have or be where I want to be. The next step, which is the third step, is I must know where I am going. Just like I knew where I was going. I wanted to become that teacher. I held that road map. No matter who came along, whether Ann or Billy or Dave or whomever was there, I held my own map and said, “This is where I'm going.” Whoever didn't pay attention, it didn't matter. I just moved on to the next person and said, “This is where I'm going.” Sounds like you have a question right there, Hugh. Hugh: No, I'm just resonating- I was practicing my R. I'm Southern. This is fascinating. Go ahead. I am going to have Russell jump in on the next question. These are really important steps. What I was also thinking, there is a lot of resonance with what we teach at SynerVision. Rocio: Beautiful. In that, too, is speeding up my personal evolution. They all go hand in hand. How do I accelerate? How do I become more aware of what's going on? Today, more than any other time in history, three things to me are super important. One is my auto leadership. How am I going to be leading myself? I hold the map. I take it wherever I go. Who is the most important person in our lives? We are. We know where we're going. We are the ones who are going to make that commitment and move forward. Two is being that intentional leader. How do I get there? It's about going through it over and over again, necessarily that I have to be intentional about everything I do. I have a level 10 goal. I can't give it 9.99 because that doesn't get me through the finish line. What is going to bring me to the finish line? Understanding sometimes that intention is being in positive places. Let me leave you with a picture here that was painted very vividly in my mind. You can get through the finish line of a marathon running with 100 people than with three people on your back. When you think about that intentionality, am I in a place that supported me? If I'm not, how do I create that for myself? Nothing happens to us; it only happens through us. Where do I go? How do I do this? How did that happen for me? The third step is being that aware leader. What am I aware of? What is happening in my life? How am I creating my reality? What is it I have created over and over again? We can think about a thought. The only thing that distinguishes us from a horse or a puppy or whatever that may be is the fact that we have the ability to be able to think and think very vividly and create that. Whatever it is we can think about, we can think and bring it to fruition. That is important to know because if our thoughts are positive, fantastic. High five. If our thoughts are negative, what is the impact of those negative thoughts on what will happen in our lives? We are thinking negative. We don't know about negative. We are wondering why we are getting negative results. It's about thinking about hey, we have anywhere from 55,000-75,000 thoughts a day. Whether those thoughts are negative or positive depends on what we are into that moment, that day. That very next step for me is creating that road map. I know where I'm going. Those three things are important. Now I know where I'm going. I can get there because I can look at that map and know what does it look like every step of the way, and being comfortable with adjusting that. Sometimes we get caught up in it has to be this way, yet it may not. Maybe somebody comes in and short-tracks your entire learning right there. It takes you from Point A to Point Z immediately. Yet if we were to be married to the way things are supposed to be, it's not going to happen. It may be a long journey, or it may not even happen. If it does, you may not be happy with the process because we put so much effort into it. It's fascinating to see that. I have seen it over and over again. For instance, when I work with clients, individuals come to me and say, “I want to make more money.” Before they came to me, they had already jumped out of their business, or they took a leap of faith and didn't have a parachute. That is destructive to see. You must have something that you know whether you're very centered or grounded. Whether it's the finances that support you through the process, or it's just the belief and the action that will take you to your success. The next one is taking that massive action. I have been relentless in taking action my entire life. Getting on a bus, waking up at three o'clock in the morning after I went to sleep at midnight, it's not something that normal people do. As I hear it from my friends, I like to say that I'm fab-normal because I'm willing to do whatever it takes. That relentlessness and resourcefulness. Something came up right here. Even the word “resentful.” To understand the impact of the words in our world. When a person holds onto feelings, those feelings actually have an impact in our world. What does that impact in our world? That can be detrimental. If I'm holding onto resentment, it's like drinking poison and expecting somebody else to get hurt in the process, which is one of the worst things that anybody could ever do. To me, it's blessing that person. I hope that person has an extraordinary time. Yes, it may have cost me time, energy, resources, whatever it may be. I just bless that person and hope that person is in a better place. I truly do. I can move forward. The very last part of it is understanding I must come back and evaluate my process. What does that look like? Does it look like I am tweaking it? Am I testing, tracking what my progress is along the way and making adjustments? I have been caught up in certain parts of my life. Things are going rough, and things happen. We have a setback. What does that look like to be aware that that also has an impact in the way we are thinking and living life? Russell: All critical stuff for any leader who wants to move forward. These are a lot of things we discuss with people at SynerVision in moving forward. We all have challenges. There are a lot of challenges. You have overcome some great ones. Most people I talk to have overcome some great challenges and don't always recognize the magnitude of what they have come through. That's important. Nonprofit leaders are people with a big vision. They want to change the world. Some of them have a lot of these attributes, and the mindset is critical, as you have talked about. What are some of the ways that you have seen leaders you have worked with- If there were what you call three greatest hits for the ways that leaders get in their own way, what would those be? Rocio: I would say the mindset is probably one of the biggest things in that. That is one of the biggest things that inspired me about our previous conversations and this one as well is looking at how am I getting in the way? Sometimes we hear things we intake from other people. That's why I shared earlier that we must be intentional about who we're around. If people are not supporting my vision, then I must look for a group that supports my vision. No matter the way we think about it, we start intaking it. It's like somebody coming in and throwing garbage on our bed. Would we like that? They throw it little by little by little. Sure enough in time, that bed will be filthy. We are not going to know where to start. Number one is to find a place that supports you in your vision. The other thing is to believe in the fact that there are good people in this world who are willing to help. Here you are, Russell and Hugh. The fact that you're here to guide individuals, you know the way, you can lead the way, and short-track people's success. You can go even faster. You can go the fast track or the slow track. What do you want? That's what I ask my clients, too. What would you like to do? I can take you on any journey. What journey do you want to be on? Do you want to be on the jet that will give you immediate success, or do you want to be on the horse? That's up to you. I will take you whatever way. I am here to be of service. Know to stay focused on the vision. What is the vision? The vision you came into this nonprofit organization with, the reason why you set it up, who you are going to help will help you to continue to get up every morning and to know that's what you're moving toward. Focus on the feeling of what it is you are looking to accomplish, whether that is an individual, a city, a country, the world, whatever it is that is important to you. Focus on the feeling of what it would be like. That is one of the things we don't focus on enough. We are focused on things are going haywire as opposed to that will feel amazing, that will get me up every single morning. There are mornings I get up, “I am here to serve. I am here to serve the people who are ready to be served.” In that, that inspires me to get up, to get on the stage, to show up every single time whether there is one person in that audience who hears that message, or 100 people who hear it. It's about showing up and having that belief that gives us the confidence that the more we do it, the easier it becomes. Russell: That's what possibility engineering is about. That's why I am one. There is always a way around something. We can find it with the right support. Becoming what Hugh calls a transformational leader is intentional. It's deliberate. It's no accident. Do all people have a capacity to be good leaders? Or is it something you have to be born with? Rocio: For me, we are all leaders. We are all meant to be leaders. We are leaders of our own life. Let's be honest. The morning we wake up, we are the CEO of our own company, the financial officer. We are leading ourselves. All of a sudden, somebody put this title up here when in reality it's there for all of us. We are all leaders in our own way in our own lives. Stepping into leadership to lead others is also when we take some of those fundamentals into life, let's say that for leadership, I am a mom. Which I am. Looking at that, how do I guide a team? How would I guide them? Do I treat them with empathy and compassion? Do I listen and ask, “Hey Russell, is everything okay? I see the project is not completed on time. Is everything okay? Anything going on with you?” Whether I can help you fix that problem, it also gives you an opportunity to say, I don't need to hide, because we hide. Whether we realize it or not, because we have been taught not to bring our home selves into work, which also has a huge impact. We can have many conversations. That piece alone, when we are siloing ourselves, here is who I am at work, here is who I am in real life. No, here is who I am as a complete and whole being. Yes, we are all capable of being those extraordinary leaders. Let's bring some fundamentals. How would we treat our children? Do we want to treat them with empathy and compassion, love, connection? Are there any throwaway people? Not really. Are there any throwaway kids? No, no. In reality, have I found something that connects and inspires them to continue to move forward in the direction of their dreams and their vision? Russell: That sounds like some of the ways a nonprofit leader can lead with a vision. What are the three most important things that a leader can do, especially in the nonprofit sphere, to help make his/her team unstoppable? Rocio: Encourage self-care. Mindfulness is so important. All of the years I have been around nonprofits simultaneously in 24 years, I have seen the impact of an individual, the burnout. Their heart is in the right place. They want to make an impact on the world. Sometimes, as leaders, we are not consciously aware that they're running themselves ragged. That is because we have already run ourselves ragged that we are not connected to that. We are numb to the fact they are doing that. Encouraging self-care is important. Check in with people. Connect with them. Get to know them. Ask them questions about their lives. Really get to know them. That is big in my world is to get to know people. Sit down for coffee. Get to know what their vision is. One thing is to know them. How am I going to get to where I want to be? More than a decade ago, I read a book about leadership, and I always thought how I would be the day I became a leader in my organization. What would that look like? I would listen to people. Get to know who you are. This is for me now. I want to get to know who you are. What's important to you? What would success look like? What do you not have right now that you would have that would light your world up, make it worthwhile? When I know that, I can help that person, as they are helping me to get to my vision, get to their vision. This is not a one-way street. Just because somebody is getting paid does that mean they are disregarded. The fact is they are giving you the most precious thing they have, which is time. You can get anything from anyone. That time that person is giving you cannot be replaced by anybody. We have a certain bucket of hours. We don't know when our time is called. That is why it makes it so special. Get to know people. Form those relationships. Take time to form those relationships, not just inside your organization, but outside your organization. A lot of people walk around and say, “Marketing is only one person's responsibility,” when marketing is a way of communication for all of us. Hugh: Russell, we got to the halfway point here. We titled our interview “The Five Top Secrets of Unstoppable Leaders.” You shared your seven steps to becoming an intentional leader. I am curious. Are you curious? Let's see what those five top secrets are. Rocio: Number one is getting to know myself. Every intentional leader gets to know who they are. They get to know what limits them, what drives them, what excites them, what blocks them. That is so important. First and foremost, get to know yourself. As you get to know yourself, you can get to know others and come from a place of empathy and compassion, and in some cases, ruthless compassion. Get to know yourself. That way, you can get to know others. Hijack your mind. If you can hijack your mind, intentional leaders hijack their mind. They take their learning into their own hands. They are constantly learning from people. Hugh: That's #2? Rocio: #2. Continuous learning. Hijacking your mind, and learning from anybody you can learn. There is not just one way of doing things. That is learning more about you. How does that work for you? The next step is showing up from intention with everything that I do. If you look at those three things of leadership that are close to me, the intentionality. If I know I am working with Russell, and I know Russell wants to send his kids to college, Princeton and Yale specifically, how can I help him every day to show up with intention in everything that I do for him? It's not just me; it's him. Show up from a place of authenticity, with those values that are so important, connection, vulnerability. What a concept. When people know me as an individual- Let me share one thing on that. I used to speak from a stage. You can give me any topic I'm familiar with, and I did an extraordinary job. When I tell you, when I started to share about me and my journey and where I had been, people would follow me. That was so different because it took something from me to be so vulnerable. I thought that that vulnerability was something that wasn't supposed to be shown. The moment you show up from a place of authenticity, vulnerability, connection, story, there is a relatedness within others that you can connect with. Showing up with energy, extraordinary energy. Nobody talks about energy. We see leaders from the stage talking and expressing, yet their expressions don't match what they want us to see from the audience. That is key. It's very different. I can come in and tell my son, “Son, I really love you,” or I can lean in, “Son, I really love you.” Same intonation. My body speaks louder than words. When we can show up from that place, “It is fantastic to get to know you. It is fantastic to get to be here with you,” that is a different story. When we can look somebody in the eye and ground that person because they have lived whatever is going on in that day, that is what leaders really do. They focus on that individual and pay attention to what that person is going through because they are the most important person in front of them in that moment, just like you are, and each person that I stood in front of before is the most important person in the moment because we all are. Russell: That's critical. Those are great attributes for people to have to become unstoppable. I had thought of an acronym for hijack. I remember writing a piece quite some time ago. I have to gout and find that. Those are characteristics of extraordinary leaders, too. When you go into your typical workplace, and it doesn't seem to matter which type, there are some challenges you have in nonprofit workplaces that you might not have in others. What is missing in the workplace when it comes to leadership? What are some of the things that are missing? How is that impacting the effectiveness of both nonprofit and profit-making entities? Rocio: The most important thing that is missing is our humanity, the fact that we are not seeing each other as human beings, that we are more concerned about the work, that we are not thinking about our impact. We work in silos, and we work not just in a silo, but we think that our work only impacts us. In reality, our work impacts everybody in the organization. When I start thinking from a place of how this impacts the other individual- Let's take the engineering world. Engineers, I have the extraordinary ability to be able to make them dance. Presidents of associations don't even know what happened the moment they walk in a room. Why are they connected? Why are they dancing? Why are they engaged? Allow me to share. It's that humanity, connecting from the heart, connecting with individuals, and also understanding their world. What's going on in their world? We talk about how sometimes we hoard information. In that hoarding of information, we are withholding from our project and everybody. How we do anything is how we do everything. Everything we do has an impact on what we do and how we show up in the world. Emotions. When we talk about passive-aggressive, we know that 66% of individuals don't like their jobs. People have been chasing money. They went into careers because they thought they were going to make money, not because that's what they felt made them happy. I chased money. I know what that looks like. I know what that feels like. That's a lonely world. I have also come in from a place of I wanted to inspire. The more I drifted away from that, the more miserable I was. The more I walked into it, I was happier. How can this be? Do I get paid for this? I love that fact. That's where the happiness comes from. When we know that 28% of individuals are passive-aggressive, what does that look like? What are the implications? When we talk about an apple spoiling the bunch, that will happen. When we know that more than 89% of individuals who volunteer, and this is what's missing. We are not doing something that is outside of ourselves, contributing to others. When we know that that happens as a leader, I can support my people more. There are so many things. Those are the most important things. One other thing I feel is important is emotions in the workplace. They are real. They will make or break your business, whether we understand them or not. People are running around passive-aggressive. I have spoken inside of businesses and spoken with CEOs of companies, and in between. The thing that I see the most common is our feelings that are getting impacted. Anger, resentment, rage, shame. We don't feel good enough. We don't feel worthy enough to be where we're at. Wherever we may be, those emotions have an impact. If we are running around withholding in our world, it won't work. Hugh: There are a lot of stuff packed into this narrative you just gave us. You are expanding on something you said early on. How you had influence on others. Leaders are influencers. You mentioned that early and whizzed by a strong sound bite about how we do anything is how we do everything. That is so true. You worked that through your narrative. A lot of good stuff. There is a lot of resonance in what we teach. Some of the key points of resonance is we teach that leadership is founded in relationship. You're talking about the aspects of that. Communication is likewise. We call this passive-aggressive triangling. People are taking an odd position in a triangle against another person. You have this power position of a triangle. What is lacking is relationship. You pull those people together and expose that toxic passive-aggressive stuff. There is no way to deal with it without pulling a triangle together and exposing it to light. Fungus dies in the light. We just got to get it out. There are those unhealthy systems. Russell, she is giving us a lot. We have time for a couple more questions. A whole lot of content packed into this. I bet Russell has another great question up his sleeve. Russell: One of the things that we haven't covered yet is Rocio does work with a nonprofit called GlobalMinded. That is all about diversity and inclusion. We are almost due for a panel on that. I have read studies. I know that the Denver Foundation did a lot of work just a few years ago to help cultivate diversity and inclusion in nonprofits. How important is that to leadership? What does that look like from your perspective? Rocio: It's so important from a leadership perspective. Diversity and diversity of thought. Two important things. It's so important to include individuals. I have walked into rooms where people have had this problem for a very long time. For instance, I came in to deliver a presentation. It was a team of basketball youth. They couldn't get through. Some were doubting themselves. They didn't know what was happening. Because of my experiences in the world, I was able to walk in there. They have been working on this for nine months. I was able to walk in there and in 15 minutes help them shift. In 15 minutes, they were in tears because they were so excited. They were excited about new possibilities and opportunities. In 20 minutes, some people turned around and said, “We are going to church tomorrow just because of what we have seen.” To be able to take other individuals' experiences, when we invite those experiences to the table, regardless of the fact- I love background. I'd love to hire somebody from prison. I'd love to hire somebody who has had these life experiences because they know certain things that we're missing. I'd love to see- I heard that. I heard a lady who was hiring a number of individuals who were from prison. Why? She sat down and asked them, when she got past the idea this person was from prison, “Let's talk about marketing. How did you market?” “I never did.” “How did you sell drugs or do whatever?” This person started saying, “I studied my market. I did this and that.” When you can start taking those gifts, to me they are gifts, from every person, and encourage them. I work on a global scale. One of the most fascinating things and saddening things is so many people sit around a table and confess to me, “You know what, Rocio? I just don't say anything because I don't feel my voice counts there. I don't feel I have anything to say.” Wow, there is so much for you to say and contribute. I want to hear you. I want to hear your voice. In some cases, people show up and say, “I don't know if I should ask for this, or maybe I sound too arrogant for wanting this.” Arrogant? We should all have what we want out of life. A leader should help individuals tap into what's possible, not where this person wants to go. If we see there is much greater potential, take them to that potential. That's been the reason why the people I have worked with have had so much success. I have taken cohorts of people who have had 100% graduation from our programs. 100%. Unheard of. How did that happen? That happened because I saw their potential, and I led them to their potential. You don't want to scare people. You don't want to get them into freak-out zone. You want to get them into possibility and building those blocks overnight. I hope that answered your question. Russell: Part of our methodology as we go in and do live events, we bring people in, we put low-tech tools into their hands. Give them markers and sticky pads, things to write on, because one of the things that happens in a group dynamic is you get certain people who take over. The extroverts take over. Your people are your best assets. You're leaving brain power on the table when you have two or three voices out of a group of 20 who are dominating the discussion. It's leveraging that with people being your most important asset and taking time to develop them, give them ways to develop. That is something a lot of nonprofits don't do. They don't feel like they have the resources. You hit on a point earlier when you talked about taking time to sit and talk with people. That costs you nothing but a few minutes. You have some coffee and get to know people. That's a powerful thing: to get that buy-in and make sure every voice at the table is heard. Bring in new ideas. The idea of being teachable, being flexible, and there are so many things. Today's workplace, we have people from 18-80 everywhere. It's a different type of future that we're looking at as far as the work force goes and the way people approach things. How do we prepare for a workplace of the future from the perspective of being a leader so we can grow and develop them? Rocio: I love the question. I love the question. As a matter of fact, I presented on the national level about this specifically. In preparation for the future of the gig economy, which we're in, and looking at how we transform the world, for me, is to really encourage that connection individual to individual. Encourage individual stories. Encourage the authenticity and vulnerability. Understand the distinctions between being vulnerable and feeling vulnerable. Understand those distinctions. Being vulnerable is I get to share myself with you, what's important to me, what's near and dear to my heart versus feeling vulnerable, which is feeling attacked by someone. That throws me into survival mode. Encourage people to connect with each other. Truly listen. I heard you talking about listening to individuals. That is so important. Find a way. Learn about listening. What we have been doing, and I can almost guarantee you that there are very few people in the world like you guys who actually hear what people are saying. That is what makes extraordinary leaders. We are looking at 2-3% of people in the world who are extraordinary leaders. They have the ability to be able to listen because we feed back into that individual not only what they heard, also what's possible and that world of possibility. You're looking at many other themes of encouraging self-leadership. I am not here to do it for you. Even when I work with clients, I am not here to give them the magic solution. I am here to help them rediscover what's already in them. I am not here to teach them anything. That is fascinating from what other individuals are doing. It's perfect. It works out for them and their client. For us, what makes it sustainable is clients work with us for one year. That's the max. That's it. I have shared every tool and resource and helped you reflect through a process. Reflecting helps people. Figure out how to best coach each individual. Understanding their personalities. Those are the key things that are important for me. Hugh: Awesome. When you are talking about listening, when I teach leadership, I come from the perspective of a musical conductor. Listening is essential for us. It's not a fine-tuned skill for most leaders I meet. Listening happens with your ears and your eyes. There are subtle things people communicate in various ways. There are lots of ways we communicate when we never say a word. There is the listening that makes us aware of what's going on around us. This has been good stuff packed into a short interview. *Sponsor message from Wordsprint* Rocio, as you are wrapping up this great stuff, what is a thought or challenge you'd like to leave with us, especially the people working in the hardest place in the world, which is the clergy or nonprofit leaders, working in this space with volunteers? What would you like to leave them with today? Rocio: Lead them with your vision. Get to know yourself. I will repeat that one. Get to know yourself; that way, you can get to know others. Through that, lead them with your vision. Authentically connect. Get to know their vision and how your visions connect together. Being very intentional about what you're doing. Invest in yourself. Invest in your mind. Invest in your people. Your people are your greatest assets. I love the fact that you get to help individuals from all over the world. You gentlemen help so many people through this. One of the most impactful things I have heard is my impact is your impact. When we can see that in another, when we can help them achieve that goal we are working on together, we know our impact is even greater. We did an assessment earlier this year. Just to know I by myself in a company with others, I could go so far, yet to go even further, to make that global impact, has to take a lot of individuals who are committed and who can see that vision. Because of that, we were able to reach 1.5 million in months. That would have taken years to achieve. Yet that achievement was it was because it was all of us. I make the invitation for those who want to come and join and connect with us. We have unstoppables. Www.SevenStepsToUnstoppableBook.com. We have a free webinar for individuals. You can come on board and send me a quick email. Whoever signs up and purchases the book through that can get a free one-hour webinar and go through that process. When you get more knowledge and get more understanding, you shift into wisdom. That is important. We can talk about this like you gentlemen do so beautifully. It comes from the heart. It's there for you. It becomes a part of who you are. Leadership is who I am. Russell: Rocio, thank you so much for sharing your time with us and connecting with our audience. Thank you, folks who are watching and listening for all that you do to make the world a better place. Learn more about your ad choices. Visit megaphone.fm/adchoices

On part 2 of this special episode series, Russell continues to give his mentor Mark Joyner some powerful advice. Here are some things that Russell tells Mark, that could be helpful to anyone running a business. Why you have to find a category you can be king of in order to become a billion dollar business. How the Expert Secrets book can help you become a charismatic leader, find a future based cause, and a new opportunity to sell. And how to create a front end funnel to bring people into your software. So listen to Russell offer sound advice to his own mentor, Mark Joyner, about how he can improve his business. ---Transcript--- Hey this is Russell Brunson, welcome back to the Marketing Secrets podcast. I hope you enjoyed the first half of my consultation, or whatever you want to call it, with my original mentor Mark Joyner. I had a good time kind of going through some of my quick critiques and feedbacks, as well as telling a story. And now in the second episode I’m going to go deeper into, I believe, 5 or 6 different things I would really be looking at if I was Mark in my business right now. And I wanted to share this with you guys, once again, because there are so many lessons that apply to all of you. In fact, a lot of the stuff I’m talking about with Mark in this interview would be the same things that if you were to hire me or just sit with me at dinner or lunch or something and say, “Critique my business.” The things I’m going to share are pretty much the same things I’d probably share with most of you guys as well. So I hope you take the rest of this podcast just to look back and look at this as if it’s your own personal interview, your own personal consult. And don’t look at it like, “Oh yeah, Mark should do that. Mark should do that.” Look at it as like, “Oh, I should do. I could do that.” And hopefully it gives you a ton of ideas for your business as well. So with that said, I’m going to queue up the theme song, and when we come back we’ll finish up the exciting consultation with Mark Joyner. Now I’ve got basically six things that I want to go deeper into. And this is stuff that’s a lot more than just, you know, tweak the software, make it easier, takeaway upsells, put yourself out there, be more vulnerable. Those are like messages, but this is like, if we were to sit down and build Simpleology from the ground up today, knowing that your goal, if you someone asked you what your goal was and your goal was to build a billion dollar company. So it’s like, okay, you’re going to build a billion dollar company from this, or maybe it’s 100 million, or whatever, it doesn’t really matter, but knowing that’s the goal, it’s going to shift the lifestyle business which I think, I’m assuming it has been up to this point, to I want to build this thing and make it significant, then there’s some core fundamental things that I found on my journey. And as you, I’m sure you watched some of my journey over the last decade and a half. I’ve been scatter brained like crazy. In fact, that was my biggest problem, I was doing this and this, and I was all over the place. But in that journey of trying a billion things, I learned some powerful things that became the foundation for Clickfunnels. Some I did strategically, and some I looked backwards in time and I was like, “Oh my gosh, that’s why that thing worked.” So I’m going to kind of go through some of those things, I hope they help. Alright, number one. For Simpleology, if you really want this to become a billion dollar play, like a big play, it can’t just be another productivity tool. You have to create a new category for this thing if you’re going to be successful. The book I would highly recommend reading, it’s the best on the market about this concept, it’s called Play Bigger. It’s all about how to create your own category. So what’s interesting in the book, it talks about how when a company becomes a category king, they become the best. And the category king will suck up like 90% of the business in the category. And then the last 10% that’s still there is fought over by everybody else. All the other companies fight over the last 10%. And again, it’s almost impossible to dethrone a category king. So think about each company. Who owns music? Who owns, anything? Any category you think about it’s there. There’s Amazon, books. There’s Apple with iPods and music and things like that, and all these different things. But there’s always one category king. So what a lot of people do is they come into an industry and they’re like, “Okay, who’s the players out there? Who am I competing against?” I saw this recently with, we have a mutual acquaintance who just launched a new company and I respect this person a ton, but it’s interesting. All his messaging is like, “We’re like shopify, but we’re better.” And I’m like, ugh, literally by doing that you are the ones fighting, you become one of the people fighting over the last 10%. Because the category king of ecommerce stuff has been claimed, somebody owns that and you can’t get it. It’s almost impossible to dethrone shopify. So it’s like, you have to look at that and side step and design your own category. So that Play Bigger book is all about category design. It’s interesting, again, this is one of those things I didn’t know doing it, but looking back I was like, “oh my gosh, that’s why we were successful.” When we launched Clickfunnels there were a lot of things out there, and what was Clickfunnels at the very beginning? It was a page editor. But the difference is there was a page editor category king. At the time it was Lead Pages. Lead Pages was the thing and if we would have come and said, “Hey, we’re the best landing page software in the world.” We would have been competing against the category king that had millions of dollars in funding and it would have been really, really difficult. But instead we came in and said, “We’re not a landing page, we do, do landing pages, but we’re a funnel builder, and that’s what we are.” And there was nobody else that was a funnel builder at the time. Same thing, Infusionsoft. If I would have come out and said, “We are the best marketing automation platform on planet earth.” I would have been going against Infusionsoft that was the category king. And so for me to go into that market and try to compete, it’s literally almost impossible to dethrone a category king, unless they do a lot of stupid things. But it would have been a hard uphill battle that we probably wouldn’t have ever won. So instead we designed our own category, which was like, we’re going to be the category king of sales funnels. And because there’s no one else in there, we automatically by default, we’re the category king. We have that now. And now we have the strategic advantage over everyone else. It wasn’t us building a better mousetrap, it was us building a different thing. It was becoming our own category. And then we were able to grow like crazy. And what’s cool is the tangential categories will bleed into you. We sucked up all Lead Pages business, we sucked up all Infusionsoft’s businesses, and we now have all those things. And yes, Clickfunnels does do landing pages. Yes, Clickfunnels does do marketing automation. But we don’t sell those things, we sell that we are a funnel builder. That’s what we are. We are the category king of Funnel builders. And since we launched Clickfunnels there’s been dozens and dozens and dozens of people that have come, but right now, they’re all fighting over the last 10%. And I don’t know if you see it, but I see it every single day, because I get notified by every single person like, “The next Clickfunnels killer is coming out.” It’s like, good luck, you can have the scaps. There’s 10% of the people there who are not going to stick with us, but the rest of the market we own. Unless I do something stupid or the software crashes, we’re going, we’ll maintain being the category kings, it will almost be impossible to dethrone us, just because it is. So that’s number one, for you now I’d say, what is Simpleology at its core. I look at it and it’s like project management software? Kind of. Is it personal development? What’s the, what exactly is it? What is it the category king of? And I don’t really know, when I look at it, I’m not really sure. The headline’s “A daily ritual that turns your go switch to on, so you have more time to switch off.” So it’s kind of like project management and getting things done, task management. But I don’t really know what it is. And the problem is there are some really, like project management software, there’s some amazing ones out there, category kings. Some have millions of dollars in funding like Trello. Or there’s people like Base Camp that have made that their thing and they’ve built it so deep and so wide, it’s like, how do you come in and dethrone someone like that? It’s not going to be easy. I mean, near impossible. So if you’re a task management software or project management software, that’s going to be so difficult and so hard. So it’s like, it’s not saying take those things out of the app, it’s saying what’s the unique thing that you have that nobody else has? What’s your funnel building thing that’s an evolution of what any of the other of the things? So that’d be my first thing, really spending time figuring that out. What are you going to become the category king in? Because you can identify that and then you can start designing that category, then it can be yours. Now you can own it, now you can go after it, and you’ll suck people in from all these other tools. Like the side tangential competitors, but that’s just like a nice benefit. But that’s not the goal. The goal is “I’m going to become the category king of this.” And I don’t know what that is exactly. Partially because I know a lot of the features of Simpleology, but I don’t know the core message, the core belief, the core thing that you’re obsessed with. I’ve spent the last decade of my life being obsessed with sales funnels. I’ve literally bought every single person’s product that has ever sold anything on the internet and looked at every funnel. I’m obsessed with it. I can’t click on an ad and not buy everything, just to see what happens on the back side. There’s nobody on planet earth that’s more obsessed with funnels than me, it’s impossible. So for me, that’s why this became, why it was such an easy thing for us. That’s why we drifted there. Because I didn’t care about landing pages, I didn’t care about marketing automation. I care about what happened on page one, what happened on page two, what happened on page three? That’s what I was obsessed with, that’s what we became the category king with. So for you, I know you’ve got the software that does these things, but I think that it’s bigger than that. I know it’s bigger than that because I know you. The book Simpleology goes deeper than that. There’s more cool stuff than that in that alone. I’d have you go back and re-read your own book. I recently did that on my own, which is really weird and awkward, but going back to that, and the roots because you wrote that back in the beginning when you were in the most passionate time. I know you wrote 3 or 4 books around that time, and you told me back after, I can’t remember if it was after the Irresistible Offer, or I’m trying to remember the name of the second one, the second drink of water one. Anyway, I can’t remember which, but I remember you telling me all these books are leading up to this one, which is called Simpleology that you were so excited about. I would go back and read that and be like, “Okay, when I read this book, what am I the category king of? What is the thing?” It’s not just to-do lists, it’s not making things simpler, it’s something bigger than that. But you gotta figure out what that is. What is that thing? So that’s number one, is becoming a category king. And that’s the core strategic shift, that then there’s a million tactics behind that, that will make it easier, but that’s the core thing. Alright, number two. After you read the book, Play Bigger, then you should read my book, Expert Secrets. I’m assuming you haven’t read them, maybe you have, but if you haven’t I’m going to give you a quick gist because there’s, it’s really, really important. I think you would love it because the whole book is based and framed around how do you build a mass movement of people. When we were building Clickfunnels, I remember about that time I went to a network marketing convention for a network marketing company that is a software platform that sends out cards in the mail. I remember going there and there’s like 5000 people and everyone’s going crazy and people onstage crying and I was sitting next to David Frye and Dave leaned over and goes, “Do you see what’s happening here?” and I’m like, “No, I’m so confused.” He’s like, “They’re a software company.” I’m like, “I know, why are people crying about sending out a card? I don’t get this?” He said, “Because they’re not selling software. They’ve created a movement. That’s why people are here.” And there was a light bulb in my head like, “Oh m gosh, if Clickfunnels is software, we’re going to lose this game. Clickfunnels doesn’t have to be big, it has to be more than that. How do we create a movement?” And then I went to this whole 2 year long geek out session of how you create a cult, which was really fun. I know you’ve probably read most of the books I read around that topic. But from that, as I did my geek out session I was like, “oh my gosh, there’s the pattern of what creates a mass movement, what creates a cult.” What creates these things to happen, positive and negative. From the negative side of deep, dark, evil cults, to the positive side of things that I believe like Christianity and things like that. The pattern that creates all those things are the same. So at the opening of Expert Secrets I draw this little triangle and say, there’s three pieces that every mass movement has. So I’m going to kind of go through those three because those three kind of tie back to you. Number one is every one of these mass movements has a charismatic leader. So for Clickfunnels, I deem myself that person. I’m the person who’s obsessed with this. I need to be out there, I gotta be living it every single day. I remember when you were in Boise and I was in Clickfunnels, I was building funnels, I was geeking out, I sensed, and I don’t know if you said it verbally or not, but I sensed that you were surprised that I was in Clickfunnels all day building stuff in Clickfunnels. I was obsessed with it. I didn’t just make the Kool-aide, I’m drinking it too. Same thing’s gotta be true for you, man. You have to live the message, whatever the Simpleology message is, you have to be the greatest student of it. People ask me all the time, “Russell, how come you’re still launching funnels every month?” Because I have to be the funnel guy. I gotta be the one doing this, or else no one else is going to do it. The reason why Lead Pages stopped having success is because Clay Collins stopped building Lead Pages. He stopped building pages and generating leads. That’s it. Why did Clayton Mass stop having success with Infusionsoft? He quit building marketing campaigns. Why am I winning at Clickfunnels? Because every single day we’re launching a new funnel. Every single day I’m in, I’m building it, I’m doing it, I’m showing people. I have videos of me building funnels, talking about the strategy. I’m doing it, I’m living it. I have never once seen you login to Simpleology and do something. So I don’t believe that you actually use it in your life. If I did, then I’d be like, “Oh my gosh, I want what Mark’s got.” And I do, I have so much respect for you. I see you and I’m like, some of the things you, like when you were in Boise and we were doing the ring stuff and you were eating just one salad a day. I literally to this day, since you left I eat one salad a day, almost perfectly, because you did that. And you taught, just like I connect with you, I want to be Mark, other people will do that as well, but you gotta be doing it. Whatever you’re preaching, and teaching, and showing in Simpleology, you have to be doing it. People see me build funnels multiple times a week. That’s why they buy Clickfunnels. So the first part of every mass movement is they have a charismatic leader who is the hyper fan, they’ve drunk the Kool-aid the most. They are the cheerleader, I always tell people I’m the dancing monkey onstage. And every single day I am preaching about the thing that I believe in. And that message doesn’t end. I think the biggest problem I had the first decade and a half of my business was that I was jumping from thing to thing to thing to thing and when I set down my roots and said, “I am the funnel dude and all I’m going to talk about for the next 20 years of my life is building funnels.” That’s when the people came. That’s when the masses came. That’s when it went from just being a one off, another product launch and made a quick million bucks, to this is something that’s important and that matters. So that’s the first thing for your mass movement, the charismatic leader. And again, we could geek out and go so deep on that and how it works, but the biggest thing is that people need to see you drinking the Kool-aid, and then they will follow you. They will plug in and they will start following you. Alright number two, the second tier in my little triangle thing is that people move toward a future based cause. So in Expert Secrets book I show a whole bunch of different political elections and it’s fascinating. Almost with 100% accuracy, whichever political candidate talks about improvement, “We’re going to improve things.” They lose to the person that talks about the future based cause. It’s fascinating. Obama talked about change. And I can’t remember, but in the book I have like so and so running against Obama and he said this, which is like, “We’re going to improve upon this thing.” And Obama’s like, “We’re going to change.” Trump is like, “We’re going to make America great again.” Every person that wins is like, “We’re going to change what’s happening.” People want change, they want to shift, they need to believe that the future of where they’re going is the big thing. That’s the big shift. So for me, it’s like when someone comes in Clickfunnels, yeah, it’s software, but I want them to set down roots here and to be here. I have to give them things to shoot for. So one of the biggest things we did initially was the Two Comma Club award. What’s the ultimate result someone gets from building a funnel? They make a million dollars inside a funnel. So we have to reward that and put it onstage and make a pedestal for people to move towards it. It’s a future based cause, like “This is where we’re going.” The slogan, the motto we have in Clickfunnels is “One funnel away”. I get teased and ridiculed by the big time marketers because of that. They always tease me like, “Hey Russell, you’re one funnel away. Ha ha.” I’m like, “Dude, that mantra, that calling card makes me more money per day than you guys make in any of your product launches.” People need to have that, they need to have this thing. So they’re moving towards one funnel away like, “I can do it. I can do it.” And then the big goal they want is to make a million dollars inside a funnel. So we created an award, as you know, the Two Comma Club Award. And people they aspire to see that. They want to move towards that and they visualize it and they, people, literally we had Dana Derricks took a magic marker and drew a picture of the Two Comma Club on his sheetrock wall so he could see it every day until he actually won the award and then he covered that thing up. People have this future based cause they’re moving towards. And when they have that they start moving toward it. So my question is if someone comes into Simpleology, what’s the result I’m trying to get? Because if I can’t define, if I can’t see it, they’re not going to stick. For me to get more time, that’s good, but what does that mean? To get more things done, that’s good, but what’s the future based cause? It’s got to be something that they’re shifting away from. It can’t be like, “I’m trying to make, I’m going to get this thing better.” I’m going to talk about that more in the next one here, but the future based cause is the key. For me, I’d be like if I was joining Simpleology, the big thing, the big campaign, what’s the….sorry I’m kind of struggling to get this out because I want to make sure I’m saying it right. Like pretend like you as the leader of the Simpleology world, you’re running for president right. And you’re standing onstage saying, “We’re going to make America great again.” That’s what we need, a political slogan. So it’s like, “Hey when you join Simpleology blah.” “When you come to Funnel Hacking Live you’re just one funnel away. We’re going to show you exactly what that funnel is.” It’s me showing them that “this is the future, we’re going to help you get there.” And then we have something, some carrot to get them to that thing. What’s the award, what’s the prize, what’s the thing? People sign up for Insanity, a workout to go kill themselves, and they do it because they want a t-shirt at the end. That’s the goal they’re moving towards. So for me it’s like, when I join Simpleology, what’s the political campaign that you’re giving me? What’s going to happen to my life? How am I shifting? And then what’s the thing that I’m chasing at the end?’ Alright so number one was leader, number two was future based cause, and the third part of this little triangle is you’ve got to create a new opportunity. This really does tie back to the whole category thing in the very first part that I talked about. But it’s interesting, and again, if you read Expert Secrets I go deep into this, but every offer there are one of two things. One is an improvement offer, where you’re helping someone be better, stronger, faster, smarter, or there’s new opportunity. People don’t like to buy improvement. They think they do, but they don’t. Only like 5% of people in the world want improvement. It’s people like me who are geeking out. Who when you speak super high level I’m like, ‘Plug me into that. I need more of that.” But the rest of the masses, the 95% plus of the world, they’re not into improvement. That’s why improvement offers never convert well. What does convert well are new opportunities. So I always look at, what’s the end result that my customer’s trying to get? If they’re coming to Simpleology they’re trying to get some result. So it’s more time, it’s more energy, it’s whatever, again, whatever you define that big thing as that we talked about earlier. Bu then it’s like, what are the other vehicles they’re using to try to get that. So if I was in the weight loss market I’m like, “Okay, they’re using a ketogenic diet to get there.” or “They’re using Atkins.” Or “They’re using paleo” or what’s the carnivore one? The carnivore diet. There are all these different vehicles to try to get that result. So my job when I make a new offer is saying, basically saying, “Look, this is the goal you want. You’ve tried all these things, and I’m not here to tell you I’ll make a better work out plan or faster or whatever..” {inaudible}in the verb it’s an improvement offer. It’s like, “I’m shifting everything. You need this other thing it’s called a funnel. You need this other thing, it’s called blah.” What’s the new opportunity you’re promoting, you’re giving them? It’s all about creating new opportunities. I could go on that, I could do a two day event just on new opportunities, it’s so important. But that’s a big concept. Simpleology needs a new opportunity. What are they currently doing to try to get this result and what’s the new opportunity you’re plugging them into? Because if you have a better task management software, you’re an improvement offer. If you have a better way to get things done, a better way to manage your projects, you’re new opportunity. You’re not a category king.  Anyway, so that’s the big thing. How do I transition everything I’m doing from improvement to opportunity? Shifting to opportunity. Alright, so that’s the first four. Number one was becoming category king, number two was the charismatic leader, number three was future based cause, number four is new opportunity. Alright the number five thing we’ll talk about is how to sell. So one thing I’m going to tease you about, hopefully that’s okay, is on your thank you page you said, “Nearly one million users and growing, most all through word of mouth” which means you’re bragging that you’re not spending money on ads, which makes me want to cry because if you want to get to a billion dollars, you’ve gotta start spending a lot of money on ads. So I don’t want to use that as like a war trophy, that it’s all word of mouth marketing. I want to use the trophy of like, we’re spending a million dollars a month in advertising, that’s a better trophy. Because that means you are everywhere and people can’t get away from you, which is where we’re at right now. It’s like, that’s a badge of honor that I want to put on myself because it means I’m everywhere, which is the goal. I want to just infiltrate. If I want to change people’s lives, I want to make sure that anywhere they look, I’m there reminding them consistently that I’m there. So I’m going to walk you through the funnel of how we had success with Clickfunnels. What we did initially was we pushed everyone to a free 14 day trial and a couple of things happened. Number one is we could not buy traffic to Clickfunnels.com, which is I am sure what happened here. You have a 30 day free trial, so you’re spending money the whole 30 days, and it’s hard to get the money back. Then we did an affiliate launch with that, and affiliates wouldn’t promote because they’re like, “Well, so how do I get paid.” I’m like, “You get paid, in 30 days you get your commission.” They’re like, “That’s too long away.” Affiliates attention span is short. And then my ability to spend money on ads and wait that float, it was low. So we kept trying and it didn’t work, didn’t work, didn’t work. So then we shifted to a webinar model where we sold Clickfunnels, we made a thousand dollar version of Clickfunnels, where they got at the time, it was 12 months of Clickfunnels for a thousand bucks, plus a bunch of other cool things in the offer. We launched it that way, what happened is we made a webinar, make a whole bunch of money. But then we were in this launch game where we made 100 grand this week, and then nothing the next week. Then 100 grand the next week, and nothing the next week. I was like, I don’t want Clickfunnels to be launching business either, because I’m going to get tired eventually and I don’t want the money to stop. So we kept trying funnel after funnel after funnel and then this was the secret sauce, this is what made CLickfunnels blow up. All the ads we drove were through a webinar. All the affiliate promo’d through webinar, everything through webinar. The webinar would happen, we’d sell the thousand dollar version, and we’d make a big pop of cash. And that big hunk of cash up front would pay off the ad cost, it’d pay off the affiliate, it was awesome. But then what was interesting, on the thank you page, after they registered for the webinar, I had a little video that said, “Hey thank you so much for registering for the webinar. Before you show up, I’m going to be showing you how to use this new cool tool called Clickfunnels. Go get a free 14 day trial right now, go play with it a little bit, then show up on the webinar and I’m going to show you how to use it.” That was it. And what started happening, is that for every one person that paid for the thousand dollars on the webinar, 3 would sign up and stick in the trial. So what did that mean? That meant that after the first 12 months we had 2500 people that paid the thousand dollars. We made 2.5 million dollars from that, but we had 7500 who had joined the trial and stuck, and then the other 2500 people, so we had 10000 end of year one, who were now paying $97 monthly. Which made, what’s that? A million dollars a month. And that was the big secret, because we were able to get the upfront cash to cover affiliates and cover ads, and then we got the long term cash from all the residual continuity. And that blend is what made Clickfunnels blow up. Because now we can spend more money than anybody else in the world and it was just like, it was, when we figured that out, it was on like donkey kong. I was literally doing three plus live webinars a day, multiple times a week. And we were doing it with affiliates, doing facebook ads, doing google ads, doing Youtube ads, doing more affiliates, doing everything we could to get the momentum. Because you know what it is, when an offer is hot, it’s hot and you want to run with it as fast and as hard as you can. I did that every single day for a year, a live webinar, and then at that point we started automating it more, because I got tired. But to this day I can still tell that webinar word for word. Okay, so that’s kind of the funnel we used. So for you, I’d recommend the same thing. After you really identify what your core message is with Simpleology, what you’re going to be the category king in, really identifying you as the leader, what things you’re going to share. What are the pieces of your personality you want to bring out? Then it’s like, this is the funnel and webinar I would use to sell, to really start blowing it up. One thing I want to step back on, to number two when we talked about the charismatic leader. I know Justin Brooke asked this in one of the follow up comments, it was just kind of something about who, or that was the first comment, who are you now, Mark? Are you a fitness guy, are you this, you this, you this? And you said something that was interesting, that you didn’t want to just pigeon hole it, like, “I do a lot of things.” And what’s interesting, I look when I started this business it was very similar. I was, I had learned all the pieces. I learned copywrite, I learned Facebook ads, Google ads, SEO, PPC, all these different things. And so I would pride myself on, “Everyone else has a thing, and I’m able to do all things, and I can do all things better than them.” And it’s funny because I would go to events and people were like, “What do you do?” I’m like, ‘Oh, I do this and this…” and they’re like, “Okay, okay. That’s Jeff Walker, he does product launches.” Boom, they’d go to him, give him money. “Oh, there’s whoever, he does SEO.” They’d go give that person money. Then me, I’m like, “But I do all, I do all that plus this, plus…” And nobody wants to hire a generalist though, a generalist. They all want a specialist. So it’s like, what do you specialize in. And literally for me, going from doing well to exploding was when I said, “I’m the dude who does funnels. That’s my thing, that’s my magic.” And then it was amazing because Clickfunnels blew up. And then my mastermind groups blew up. And then everyone on planet earth wants me to speak to be the funnel guy. And it’s funny because it’s like, I still teach everything. I still teach how to, but I tag the word funnel to everything. So it’s like, “Here’s your funnel. I’m going to show you how to fill your funnel.  So now you can go do traffic stuff. I’m going to show you how we do our follow up funnels. I’ll show you my email and communication.” I can start, I pick the thing that’s my thing that I can teach everything else around it. I think for you it’s the same thing, you gotta figure out, this is the thing that I do. But then you can do all, you can still teach everything and be everything you want around it, it’s just figuring that thing out. Anthony Diclementi, when I first came to him, before he launched Biohacker’s Guide to Health and Energy, he was biohacking everything. So I was like, “What do you mean by hacking everything.” “You name it, I can do it all.” I’m like, “Well, what about this?” “Yes.” “What about this?” “Yes.” And he would literally do everything. Smartest dude I’ve ever met. And then I’m like, “Okay, that’s cool. But who are we going to sell?” He’s like, “Everybody, I could sell anything. Any person you bring me I could fix them.” I’m like, “Let’s pick a focus. What are the two things that people want the most?” And he’s like, “For me, it’s focus and energy.” I’m like, “Boom, write a book just on biohacking for energy and focus. Because we can sell that entrepreneurs, we can sell it to whatever.” And then he wrote this book and it ended up being like 8000 pages just on energy and focus. And it blew up, and now he gets clients coming in for energy and focus, but he’s able to work on all the stuff around that, but what’s he’s doing is like, “If you need energy or focus, this is the dude. He’ll biohack you to get your energy back, get your focus back.” And that was the core message most people wanted, but it brings him every client and case you can dream up. So for you it’s kind of the same thing.  Sorry, I digressed, I should have shared in the leader part, I just got excited. Alright number five is how to sell. And then number six. So I’ll go through what we got. Number one, becoming category king. Number two, charismatic leader. Number three, future based cause. Number four, new opportunity. Number five, the funnel structure, how to sell software. And then number six is front end funnels. So as you probably know, if you look deep into what we do, Clickfunnels is a software platform, we sell Clickfunnels all day long and it’s awesome. But most of the money we spend nowadays, is either for the webinar we talked about earlier, or to different front ends. So my Expert Secrets book, my Dotcom Secrets book, my 30 Days book, my One Funnel Away Challenge, most of the money we spend is on front end funnels. Because front end funnels are easier to make your money back quick. I want less upsells inside of Clickfunnels, I want more upsells in front end funnels. So it’s the book funnels, things like that. And I started thinking, you have so many assets, in fact I logged into Simpleology and I bought everything from day one. So inside my member’s area, let’s see if I can find my login real quick again. You have the whole section with all of, let me pull it up, with all the old stuff I bought. And I still remember, of everything you’ve ever sold, Legacy course, there it is, my favorite thing still is Simpleology 101. I love that program. The law of straight lines, the law of clear vision, the law of focus and attention, that right there is an amazing front end you could sell for, it doesn’t even matter. It’s not about money, you can sell it $7, for $37, for $47, that training is already done, you did it like 10 years ago, it’s amazing. It’s in Adobe Flash, you’re going to have to update it because no one’s got flash anymore, but there’s people you can pay like $50 and they’ll turn it from flash into an actual video. But Simpleology 101 is a front end funnel. Your Simpleology book, oh my gosh, that book is amazing by the way. Everyone should go and read it. And then you should go back and make a free plus shipping on Simpleology book and bring people through the upsell/downsell process. But those front end funnels are what bring in customers for free, and then they get indoctrinated to you, to the attractive character, the future based cause, the new opportunity. And then from there, then they sign up in droves into your software. Right now today, we get on average between 1500 and 1800 people a day that sign up for Clickfunnels. That means the go to CLickfunnels and they create step one of their account. From that we get between 800-1000 who fill in their credit card. So we get 800-1000 people a day that sign up for Clickfunnels, that aren’t tracked back to an ad. These are people who bought one of my front end funnels. The front end funnel does all stuff I talked about earlier. It defines myself as a category king, it connects them to me as a charismatic leader, it shows them the future based cause so they have a vision of where they’re going, and it offers them a new opportunity, and funnels is the answer for me for all of my front ends. So every front end I have brings them back into Clickfunnels, brings them back. So we spend insane amounts of money selling people these front ends, and then people come in droves to the software because of that. And my books aren’t like, we have friends that have written books that are just long form sales letters for whatever they sell, my book’s not that way. It’s a book. I barely, I thinkt he last page I’m like, “Oh by the way, if you want to use Clickfunnels it’s awesome. Click here.”  But my book is not a sales, it’s just a book that indoctrinates them in what they need to believe, and then the answer is they have to have funnels. That’s just how it works. They come that direction. I think you’ve got so many amazing front ends that are already done, that are sitting here, all these elective courses that you have that are amazing. The core course is the books, you’ve written some amazing books. The Irresistible Offer is still one of my favorite books. Simpleology is amazing. Mind Control Marketing, there’s so many. You got so much cool stuff that you can go through and start creating as front ends. In fact, my biggest problem right now is I have so many Russell Brunson front ends out there that the marketplace is so saturated, here’s 800 Russell ads every single day. It’s like, right now we’re going and doing partnerships with other authors that have written books that I can tie back into Clickfunnels. They’re building out their whole free plus shipping funnels, just for the goal of getting a customer for free and then introducing them into Clickfunnels. So number six is just taking all this amazing stuff you created over the past, and creating front end funnels with a goal of acquiring customers and then pushing them into the software. So Mark, we’re almost an hour long. I hope there was some value here. I hope you got some ideas, I know there’s a lot. I’m going to kind of recap it really quick. So my initial quick comments were going back to Simpleology and try to make it simple and have people opt into the complexity of the software. With upsells, taking out the upsells when people log in, stripping out almost all, maybe one upsell when somebody creates their account, but using the upsells later on in the front end funnels. And then really becoming more vulnerable, like let the significance drop, let the vulnerability open up and let people be connected to you, because Mark, you are one of the most fascinating and amazing people I’ve ever met. And when you feel comfortable becoming vulnerable and opening that up to people, you’re going to get all the significance you’ve ever craved or dreamed for. So I hope that, yeah, that’s what I’ve been most nervous about sharing. But I hope, I think it’s the most important. Then after that, the big core shifts. Number one is really focusing on what do you want to become the category king of, and this is not just the software. It’s the software, it’s the content, it’s all the stuff in this business of Simpleology. If you want to become a billion dollar brand I believe you have to be your own category. So I would read the book Play Bigger, which is all about category design, it’s amazing. Number two, three and four, you should read the book Expert Secrets, it goes into detail, but it’s really about identifying yourself as a charismatic leader, finding your voice, figuring out exactly where in the market you’re going to be, where you’re going to become the person. Number two is figuring out your future based cause. Number three is how do you structure what you’re doing as a new opportunity. All those things you’ll get in the Expert Secrets book. Then number five here is structuring how you sell and how you create an actual webinar, which by the way, the Expert Secrets book also teaches you how to structure the whole webinar. Go slide by slide through the whole webinar process. So that would be the next piece. Here’s how we structure the webinar to sell this amazing new opportunity you’ve created for people. And then number six is after you’ve got the webinar up and running and sales are coming in and it’s coming back to these amazing assets you’ve already created in the past and turning them into awesome front ends. The Great Formula, that was the other one I couldn’t remember the name of. There you go. Anyway, so I hope that helps. If l was to start a business from scratch today, those six things are the first things I’d be mapping out. What are we the category king of, what’s the attractive character, how do we identify that? What are their beliefs? What are we focusing on? Who are we the thing of? What’s the future based cause? What’s the new opportunity? How are we going to sell this thing? And what front ends could we also build to bring more blood and more traffic into our world? I hope that helps man, I appreciate you. I’m grateful for you. So grateful that 15 years ago you were willing to be a marketer and to sell, and to sell aggressively and to convince me to part with money I didn’t have, because you gave me hope of a future that I didn’t even know was possible, that now is here and I’m so grateful for it. I’m grateful for you for making those sacrifices back before we had a million ebooks and training courses and things, back before we had Facebook ads, and the simplicity of driving traffic before Instagram, before all these amazing tools, you went out there and you were a pioneer. And you busted your butt and you cut your teeth and figured out stuff before any of us could. And I’m always grateful for the pioneers that went before us, but I’m super grateful for you especially because you’re the one who had the impact on me and got me the shifts I needed to do in order to be successful in this business. I hope that in some way this gives back to you because you’ve given so much to me in my life. So I appreciate you man. Hopefully everyone who’s been listening in on this podcast gained from it. And that you guys will have a chance to now, if you haven’t heard of Mark before, get connected with him, go follow him on Facebook, he’s an amazing human. Like I said, the original, the OG internet marketer back figuring this stuff out before any of us knew it existed. So anyway, I hope you enjoy this episode. If so, please take a screenshot of it on your phone, post it on Instagram, and tag me and use #marketingsecrets and I don’t know if Mark’s even on Instagram. Let’s get him on Instagram as well. If he’s on Instagram tag him there too, if not go tag him on Facebook and tell him you appreciate him for the legacy he left and for all of us to kind of follow. Thanks everybody, appreciate you all and we’ll talk to again on the next episode.

But everything changed for me when I discovered ONE thing during my business journey. Listen to how I handled and overcame feeling like I was in “The Loneliest Job In The World”. On today’s episode Russell talks about why being an entrepreneur is the loneliest job in the world. Here are some of the awesome things you will hear in this episode: Why it’s hard to find support and others like you when you first get into the business of being an entrepreneur. Why going to events made it easier for Russell to connect with others like him, and to help him find vendors to do the things he couldn’t. And why it’s so important to go to Funnel Hacking Live, especially when you are first getting started, and why it’s one of the best events in marketing ever. So listen here to find out why you need to attend events, and how you can get your tickets to Funnel Hacking Live. ---Transcript--- Good morning everybody, this is Russell Brunson and we’re about to start a Marketing Secrets podcast episode. I’m heading to the airport, I almost just got in a wreck, literally live on radio. But here we go, let’s have some fun. Alright everybody, so I’m heading to the airport. I’m about to go do a secret meeting, there’s ten people who got invited to this secret meeting, and I’m not allowed to say anything about it. Is that crazy? I’m the worst secret keeper in the world. People are like, “Hey Russell, can you keep a secret?” No, why would you tell me? I’ve written two books that literally all they are is me sharing every secret I’ve ever heard my whole life. So don’t trust me with secrets, and this is killing me. But I’m going to tell you everything I’m allowed to tell you without getting in trouble. So Brendan Burchard set this whole thing up, I wonder if I’ll get in trouble for that? Crap. Anyway, he messaged a bunch of people and he’s like, “This is a secret meeting of a bunch of titans of different industries, all moving together to plan world domination.” It’s kind of like the illuminati I think, or maybe the Bilderberg group, or I don’t know. Something cool or ninja like that, maybe not. Anyway, so I’m meeting all these cool people and I’m like the internet, software nerd dude who is coming and then there’s all these other legit people who are coming. One of them is like a multibillion dollar a year supplement company, there’s …..I can’t tell, I’m going to be in trouble. Anyway, I’m excited. I’m heading there right now, to the airport to go fly out and hang out with those dudes for a couple of days. And from there I’m flying to Dana Derricks Dream 100 Conference. Dana did me a little favor last year when we were doing the viral video launch, we redid the sales page for Clickfunnels and he flew in and spent a week, actually, he didn’t fly in, he’s scared of planes. He literally found a dude who is like a retired truck driver and paid the guy to drive him to Boise, which is I don’t know, a 30 hour drive. So then he sat in the back of the car and worked on stuff while this dude just drove him, which is insanely cool. Anyway, I love Dana, he learned how to fly since then and he was like, “Oh my gosh, this is way faster and easier.” But a year ago he was scared of airplanes. So he drove to Boise, spent a week with me working on the sales letter, got me in overalls, doing the whole goat dance thing, and it was funny. And in exchange he wanted me to speak at his event this year, which is now next week. So I’m flying out there, talking about some cool things. His whole thing is about the Dream 100, which is exciting. And I’ve been working on the Traffic Secrets book which is coming out, and there’s a whole foundational layer of Dream 100 and how it ties into all the different marketing channels, and I’m going to be sharing that for the first time, live onstage, which I’m excited for. It’s kind of me testing out the concepts from the book and getting people’s feedback for the first time. So it’ll be fun. I’m looking forward to that. So that’s what’s happening with me now, and in that vein, I want to talk about something interesting. I’m heading to this event, why do I still do events? Why do I still go to events? Why do I run events? And the reason why is because my life was changed by going to live events. So I was an internet nerd who sat behind my computer all day thinking I was the stuff, right. I don’t about you, but entrepreneurship is the loneliest job in the world, especially when you’re first getting started because nobody believes in you, depending on who you are. But most of the time spouses don’t believe in you, friends don’t believe, your coworkers. I literally was building my first internet company, I was also painting at a paint place during the summer breaks. And the owner of the paint company was a friend. And I remember I would tell him all the stuff I’m learning about and I was so excited. And at first it was a cool thing, and then I believed it was going to work, so I would talk about my dreams and my visions and what I was trying to create and do, and it’s funny because you think that people would be supportive of that and be like, “Oh, that’s amazing. You should do that.” But guess what? They’re typically not. It got to the point where I would come into work and the owner of that company and other people would start teasing me. They’d be like, “Hey Russell, why are you hear today? I thought you were going to be retired by now. I thought you were going to be a millionaire. Why are you here?” All sorts of stuff like that. My family, my brother who is editing this and his wife who is transcribing this, will laugh at this part. When I was a kid growing up I used to order all the junk mail, and I would read all the junk mail of people out there making money, and I was like, “This is the greatest thing in the world.” And I would always tell everyone, “I’m going to be a millionaire. I’m going to be a millionaire so soon.” And my brothers and sister and everyone would tease me, “Oh Russell, are you a millionaire yet? Are you a millionaire yet?” and I’m like, “No, I’m still working on it. I’m 13, give me some time.” But it’s just funny because you expect initially that everyone is going to be all pumped for you, but you find out that at first they’re not. They’re skeptical, and I think a lot of times it’s because they love you and they care about you and they don’t want you to get hurt, because it’s a scary road. So typically people aren’t like, “Sweet, you should chase these entrepreneurial dreams.” They’re more like, “Dude, you should just do what everyone does, and do the normal path.” They have good intentions, but that’s typically what happens. So entrepreneurship at first is a very, very lonely road. So for me, I still remember I was doing my thing, behind my computer. And back then, this is pre-Facebook, it was hard, there were some forums that you could talk to people. But it was still really, really lonely. I didn’t have anyone to talk about, I was just reading and learning and I’d explain it to my wife and she would look at me and be like, “I have no idea what you’re talking about.” I’m like, “Ahh.” I’d tell other people and they’re like, “That sounds awesome.” But it was just tough. So I remember the very first event I ever went to, I went there and a couple of amazing things happened. First off, I went there and got to the room and I think there was about 4 or 500 people in this room. And I got there and instantly I was just like, “Oh my gosh, there are other people on this planet that think like me. These are my people.” I remember thinking that. I remember sitting in the hallways talking to people and staying up late at night in the hotel rooms until 3 or 4 in the morning, and I was like, “I can’t believe I’m having these discussions with other people who actually care about the same thing I’m talking about.” And we’d geek out on it, talk about the ups and the downs and the struggles and ideas and concepts. It was like plugging in life in my body as I was going through this process. I found my tribe of people and I finally had these connections. And when I left the event it was amazing because I had friends. I had people I could call on the phone and skype and talk about, and it was cool. So that was the first thing, I found my people. Number two is I started finding vendors. I didn’t know where to find people to do all these different things. And I’m in this room with, at the time 500 or so people and I’m meeting people. And some guys like, “Yeah, I do whatever.” And I’m like, “What? I need that.” And then someone’s like, “I do this, I do this.” And I built out my rolodex of people that are able to help me in all the different aspects. And it dramatically sped up my process. And what was cool is because I met them face to face, it wasn’t like I went to their website and I contacted them through a contact form and they didn’t know who I was. It was like, “Hey, remember the other day when we were hanging out?” It was funny for me, they always went to the bar afterwards and I’m like the clean cut Mormon kid who’s like, “I don’t know what to do at a bar.” So I’d go to the bar with them, because I wanted to keep talking with everybody. And it was funny because they’re all drinking and the first time I ordered a water, and again I know nothing about drinking. And the guy came back and is like, “Hey do you need another scotch?” and I’m like, “I don’t even know what that means.” Or vodka, I don’t even know, whatever the drinks are. And I was like, “Oh my gosh, people here think I’m drinking. This is awkward. I don’t want people to think I’m drinking.” Because again, I’m the clean cut Mormon kid. So I was like, I started ordering milk at the bars. It’s so funny. They’d bring me out this big old cup of milk because I was like, “I don’t want people to think I’m drinking.” And so I had this big cup of milk and people would come to me like, “What are you drinking?” I’m like, “Milk.” They’re like, “what?” I’m like, “Well I’m Mormon, so I don’t drink.” And they’re like, “Why would you order milk?” I’m like, “Because I don’t want people thinking I’m drinking.” So I’d have this connection point though. So I’d call people up and be like, “Hey, this is Russell.” They’re like, “Russell?” and I’m like, “yeah, I’m the dude who was drinking milk with you at the bar.” They’re like, “Oh yeah, you’re the Mormon guy.” I’m like, “Yes, I am.” And we had instant connection and rapport so it was easy to start doing deals because they had that connection point, because I had connected with people and met them. So that was the next huge, huge benefit. Number one is I found my people. I had friends now who I could communicate with about this thing I was geeking out about. I had relationships. Number two was I was able to meet with vendors and find all the different pieces that I needed to help grow my company.  Number three is I had a chance to go to an event and actually learn from people, which was really, really cool. So for me it’s like, it was interesting because I would focus on one thing, but the event promoters had brought in different speakers and different topics and it helped round me out and I started to understand. I remember I didn’t know what copywriting was and at my very first event there was this dude, Michael Fortin, who is a great copywriter, talking about copy and conversion. And I’m like, “What? I didn’t even know that was a thing. Who knew I needed a headline? I didn’t.” I remember him talking about conversion and it was funny, I had never split test….I didn’t even know what split testing was at the time. But he was showing all these different split tests like, “I did a red headline versus a blue headline and this is what happened. And I did this versus that….” And I was like, oh my gosh. And I’m taking notes and all the sudden, I went home and I was able to take the tests that he’d figured out and I just modeled it. I remember one of his tests was a red headline out converts a blue headline. I was like, are you serious? So I went back to my little funnels back at the time, I wrote a headline and made it red, and sure enough, guess what? It increased conversions. And I gave myself a raise and I was like, this is amazing. So I started learning these amazing things, coming back and implementing back into my little funnels I had at the time. We didn’t call them funnels back then, we called them mini sites. So I went back and edited all my mini sites. Oh crap, this happens when I’m not paying attention. I’m late to the airport already, I’m podcasting, oh dang, and the freeway is completely jam packed. Alright guys, you are going to be part of a live experience to see if Russell can make it to the airport in time to go to his top secret meeting with the Blilderberg, or the Illuminati. Anyway, we’ll podcast the whole process, because if I don’t make it then we’ll just keep going. It’ll be fun. Alright so anyway, where did I leave off? I met friends, met connections, started learning really cool things in different areas I wouldn’t have ever assumed and thought, brought new concepts and strategies to my mind. Number four amazing thing that happened, and this event is different than Funnel Hacking Live, this event was a multi-speaker event where every speaker spoke and then they sold. This was the first time I had ever seen something like that. Some of you guys have heard me tell this story before about how I got into becoming a public speaker, but I was a shy awkward, nerdy kid who never talked to anyone ever, super introverted. Still am. Anyway, so I’m sitting there at the first event, the first speaker gets up and talks for 90 minutes, I still remember it was Mike Lipman, if you guys don’t know who Mike Lipman is, the dude’s awesome and I still remember to this day, that he taught this concept about amateurs focus on the front end. And I was like, what? And he’s like, “Yeah, these cd’s we sell, it costs me $30 to sell a cd. But guess why I’m winning?” I’m like, “Why?” and he’s like, “Because amateurs focus on the front end. I have this back end thing.” And he started talking about, “Everyone who buys the cd, I call them on the phone and sell them coaching.” I was like, “What?” My whole world just shattered. And he was telling this whole thing and I was like amateurs focus on the front end, my whole business up to this point I’d been focusing on the front end. I don’t want to be an amateur, I want to be a professional. And he’s like, “Professionals need to go in the hole on the front end so they can make their profits on the back end.” And it was like, boom, paradigm shift. And at the end of it he sold a program where he’s like, “Hey, I’ll teach you guys how to do this whole thing I’m doing. Free plus shipping cds and then calling them on the phone and selling them coaching.” And he sold it for like $2 grand and I watched as people in the room started jumping up and running to the back of the room. And I was doing the math, 2, 4, 6, 8, 10, that dude just made $65,000 in an hour. I was like, I have never even experienced something that….that dude made more money in an hour than I’d made in the entire last year. And the next guy gets up and he starts speaking about something and I get these epiphany’s and aha’s and he sells something and I’m doing the math, and that guy sold like a $5000 thing. I’m like, 5, 10, 15, 20….that guy made $100 grand, and my whole world, I saw how people were selling it. It’s funny to me now days when people are like, “I went to an event and somebody sold and I was all upset.” And I’m like, “What event was it?” and they’re like, “It’s a marketing and selling event.” And I’m like, “So you went to a marketing and selling event, you had a chance to experience somebody sell something and you got upset about it?” At the 10x event this year, it’s funny because I, some of you guys have heard this story, I went to the event, there were 9 thousand people and I sold 3.2 million dollars in products in 90 minutes. And it’s funny, this event was there to teach people how to sell and I had a couple of people I saw in Facebook afterwards, “I went to the 10x event, but Russell’s presentation was good but then he sold something at the end.” I’m like, “Dude, you paid to learn how to sell and you watched somebody orchestrate a 3.2 million dollar hour. That was worth more than the price of admission. You should be studying and dissecting and diagramming everything I did.” So for me, I’m watching each speaker get up on stage back here. And I’m watching it, and it was seeing behind the scenes of everything I’d dreamt about doing. And that’s how I went on this whole path of I have to learn how to sell from stage and doing these closing techniques and how to tell stories. I learned watching people as well. For those that came to last year’s Funnel Hacking Live, some of you may or may not know this, we only sell one thing at Funnel Hacking Live. So it’s not a multi-day everyone’s pitching and selling, there’s only one thing for sell. And the only thing we sell is the actual Two Comma Club X coaching. We only open it once a year, it’s at the event, it’s the only way to buy it, at the event. So at last year’s event, for those who were there, I did $12 million in sales at the event. So it’s like, if you want to learn how to sell coaching or consulting or anything like that, if you watch the process we orchestrate of the thing, that alone is worth the price of admission times 100. So at the event I learned how to sell. I started watching this thing, I started learning how to break down presentations. So that was another unintended benefit that I had. And it went on and on and on, and the event literally changed my life. So why am I sharing this with you guys? A couple of reasons, one is I’m going to an event this weekend, and I go because I know that transformation happens at events, faster than anywhere else. So I love going to events because I love seeing people have that transformation. If I wasn’t married and didn’t have kids, I would be going to three or four events a week. That’s how important and how impactful they are, both for me as an attendee but also as a speaker. I can have more impact with someone there face to face in a room, than I could ever in a million years on a podcast or webinar, or any virtual means. So that’s a big part, and number is we have Funnel Hacking Live coming up, and this year is going to be amazing. The first year we did it, we had about 600 people come, the second year was 1200, third year was 1300, we sold out in a month. So I was like, we should probably make it a bit bigger. Last year we had about 3000ish, and this year we’re going to have about 4500. We’ve already sold almost 2000 tickets, so there’s not going to be a lot more. But what’s interesting to me, as of today we have 65000 active Clickfunnels members, we have less than 5000 tickets, so it’s like less than 5%, is that the math? I don’t know, whatever the math is, it’s like 5% of all active Clickfunnel members will have a chance to come to it. Yet, it’s a thing that of all the things we do, it’ll have the biggest impact on somebody’s business and on somebody’s life. It’s interesting, and we were talking about this yesterday in the office, we were looking at the Two Comma Club wall. And if you’ve ever seen my pictures, we’ve got the entire bathroom hallway is wallpapered in Two Comma Club awards, now the kitchen is completely wallpapered, there’s so many people that have now hit the Two Comma Club, it’s something like, I don’t 3 or 400 people now. We have the Two Comma Club X program, which means they made over 10 million dollars, and we have a whole wall of just those. I think we have 25 or so people that have hit that now and it’s going up every single day. We were sitting there talking and as we were reading the names off, we know most of the people. And I’m like, “How do I know all these names?” and the interesting thing behind the majority, not all of them, but the majority of all the people who are on the wall is they come to our events. It’s weird. What are the top 1% doing? I’m a big believer in modeling. I look at what is the top 1% doing, they’re going to live events. So what should I do? I should go to the live event. When you come to Funnel Hacking Live, just to understand it, and again our event’s is not like any other event. Ours is closer to a rock concert than a marketing seminar. I’ve gone to a lot of marketing seminars, it’s hard to stay awake at pretty much all of them. Honestly, I don’t mean to be rude, but it’s insane. I don’t know, marketing for whatever reason, people have not done a good job. And I’ve tried to be the person to make marketing fun again and sexy and exciting and bringing the energy and making it what it should be. This is the most exciting topic on planet earth. We should be freaking out, going crazy, jumping and screaming and dancing because we learned something and two things happened. Number one, we make a crap ton of money. Number two, we change somebody’s life. What is more exciting than that? So I think the last, I don’t know, decade or two decades or since the pony express began and we had direct mail, marketing events have always been boring, and I’m trying to make these things exciting so people like me will actually come to them. Because if there’s entertainment and it’s exciting and fun, it’s awesome. So that’s number one, Funnel Hacking Live is different than anything else you’ll ever experience, I promise you that. The speakers we bring, people are like, “I’ve never heard of these speakers, why not?” and I’m like, “Because I don’t bring the dudes and the ladies who are on every single stage speaking. The people who come to our events are the people who are actually doing it. They’re Clickfunnels members, they’re our Two Comma Club winners. They’re people who are doing unique, interesting things that you would never have a chance to see unless you had the bird’s eye view like I do. I’m watching everybody, I’m watching 65000 members like, ‘What are the funnels that are interesting, that are different?” So I’m able to bring those out, so those are the speakers you’re going to hear from. People in different markets and different industries who are doing the most fascinating things that you can look at and you can learn and then bring it back to your specific business. So the learning is second to none because again, most of these people aren’t polished stage presenters, these are people who are your peers, people who last year were sitting in the audience who are now looking at you. For example, I’m excited for all our presentations, one that I’m really excited for, some of you guys know Jamie Cross, Jamie Cross came to Funnel Hacking Live two years ago at the bottom of her journey, struggling financially. She came to Funnel Hacking Live, she had a mission, she had literally a revelation, “I need to start this soap company.” So she starts this natural soap company. She hears a voice in her head saying “You need to do this thing.” And she’s going and she’s doing it and she’s moving forward, but she doesn’t know what to do. She comes to this thing, and she’s out of money and I’m talking about perfect webinars and she’s like, “I’m selling soap, I can’t do webinars for soap. But I was led to come to this thing, so I’m going to do a perfect webinar for my soap.” And she does a webinar and the first one bombs, the second one bombs, the third one bombs, the fourth….she keeps trying and trying and trying and she’s like, “This doesn’t make any sense.” I get tons of people who are like, “Russell, I read Expert Secrets, but I’m selling physical products. It doesn’t make sense.” But she didn’t say, “This won’t work for me.” She said, “How can this work for me? How can this work for me?” And she kept doing the webinar, doing it and doing it, and she kept tweaking it and modifying it, until eventually she came to..she made a five minute webinar, following the exact same process in the perfect webinar, it’s insane. She did a facebook live with this 5 minute webinar, selling a physical product, soap, natural soap that she creates in her basement (well she used to, now she’s big time as it’s been growing really fast) but she did it and finally boom, one of the webinars she did hit. It’s a five minute perfect webinar, selling soap, and it hit. Within like 6 weeks it did $130,000 and it was like boom, off to the races. It’s funny, after that she joined the inner circle, she was all in and what’s crazy, this is the coolest thing in the world, the next year’s Funnel Hacking Live, so exactly a year later, she’s at Funnel Hacking Live, I believe, if I remember this story right, I think it was her anniversary. It’s either her anniversary or her birthday, I think it was anniversary and it was the day at Funnel Hacking Live when we were delivering Two Comma Club awards on stage to everybody, and that morning she came in and she’s like, “We hit, we crossed Two Comma Club, today we literally passed it. It’s our anniversary and it’s this huge thing.” I was like, “Are you serious?” And she’s like, “Yeah, but it’s probably too late to get the award.” I’m like, “Are you freaking kidding me? This is the best time on earth to get the award.” So she went and submitted all the financial numbers, we found it and it was like, oh my gosh she literally hit it to the day that the Two Comma Club awards were being handed out. So we had the chance to have her and her husband onstage and give them this award onstage. So I’m excited because again, two years ago she was an attendee, last year literally at the event during the Two Comma Club awards she earned Two Comma Club, and this year she’s going to be showing, “Hey if you’re selling physical products, here’s my 5 minute perfect webinar.” And she’s going to talk about it, and then she’s literally going to do her 5 minute webinar onstage. How cool is that? And you guys are going to see it. Here’s somebody who did a thousand perfect webinars for physical products to crack the code on how it actually worked, and we’re going to have her explain the concepts behind it, how it worked, what her funnel looks like, and then she’s actually going to do it live for you and you will see her do the webinar. And if you’re selling any product, physical product, digital product, anything, how valuable is that? You’re not going to get that anywhere else on planet earth, and she’s going to come and share it. So for me, I have this bird’s eye view of what’s the fascinating, interesting things that are happening inside our community and we bring those people to share what they’re doing. So that’s what’s going to happen at Funnel Hacking Live, you’re going to learn from these people that are, I can’t even tell you how excited I am for the people that are coming. So that’s number 1 or 2. After that, what’s going to be really, really cool is we’ll have, we’re launching our new Funnel Rolodex, some of you guys already know about that. If you are a service provider and you want to be in our rolodex go to funnelrolodex.com, we’re building out the thing right now, but we’re having literally a network meet up with everyone in the Funnel Rolodex. If you’re like, “I just don’t know how to write copy or do my images or my design. I don’t know how to build a funnel.” All the different sticking points you’re stuck with, cool come with those sticking points and we’ll introduce you to every single person in our community that can do those things for you. It’s like here are the top ten best copywriters, hire any of them. Here’s the best designers, the best programmers, the best funnel builders. They’re all going to be there and you can come and just build your network, build your own rolodex of people that are going to build your funnels for you. So all those excuses you’ve had in the past, why you couldn’t make it work, they’re obliterated. We just exploded them by handing you my entire rolodex of providers you can use, which is awesome. You’re going to be inspired, you’r egoing to have the chance to watch the new OUR film. Last year we showed an OUR film and then we raised over a million dollars for OUR while we were sitting there in the room. But we have the second documentary, it’s going to be live and we’ll have a chance to view that with you guys at the event. I promise you that will shift your perspective, it will shift your mission, it will shift your life work. That’s going to be amazing. I’m going to be sharing stuff I’ve never shared before. The new things we’re doing, the new up and coming things. We’re going to be releasing new features. Last year at Funnel Hacking Live we gave features to a whole bunch of people that are still not live in the app for anybody else. So you get features about 6 months ahead of time before everybody else does, which is exciting. We will sell one thing, so “Oh Russell, is it going to be a pitch fest?” No. But I am going to sell one thing, I’m going to sell the Two Comma Club X program. You’ll have a chance to see how did Russell sell this? Let’s see Russell do a perfect webinar live, and let’s see what happens. Does he get a table rush? Does he bomb? What happens, what doesn’t happen? You’ll have a chance to see that. If you want to get in on our high end coaching program and be a part of the Two Comma Club X program, the only way to do that is to actually, this is the doorway that you have to go through to be able to come. We don’t allow people any other time throughout the year, except for through this door. So you’ll see those things. We’ve got so many cool things. Lindsey Sterling, if you guys know Lindsey Sterling, she was someone on America’s Got Talent, she made it two or three rounds in and the judges were like, “You don’t have enough talent, you’re never going to make it.” She’s a dancing violinist. She’s an artist who creates and does these unique things, but what she does is so different that no one’s ever heard of it. No one’s ever heard of a dancing violinist on America’s Got Talent, that after a little while they’re like, “You’re just not going to make it. Sorry.” And they kicked her off. And instead of being all bummed, she’s like, “You know what, I’ve got something unique here, I’m going to do something.” So she went out there just like any of us and started doing what? Building her following, building her tribe. She had a YouTube channel, she stared doing music videos, started doing some stuff and very quickly she built a following of millions of people and now she’s one of the highest sought after artists in the world, doing dancing violinist. It’s insanely cool. She also has a part with OUR, so there’s this really cool tie-in. So we have Lindsey Sterling coming and I’m going to interview her onstage talking about how she built her whole empire, and then she’s going to do a private concert for us. You are going to see Lindsey perform. And I’ve actually seen her in concert before and it is insane. And the fact that we have her coming is, it’s not just like we could have done a concert and we’ll bring someone in to come sing to you. No, it’s someone who’s, she’s from the same foundation that we’re from. Somebody who is an entrepreneur who has a vision and a dream and was told no, yet she said, “I got told no through all t he typical means, but how do we build this thing online? Let’s leverage YouTube and join ventures and traffic and generation and following and subscribers and let’s do it the grass roots way.” The same way that we’re doing it and she built a huge following and it’s been a huge, successful business. So we’re going to find out how she did that, and then she’s actually going to perform. We’re going to have a chance to see her art up close and personal. I can’t even tell you how excited I am for that, it’s going to be insanely cool. It goes on and on and on, there’s so much stuff you guys. Anyway, I just wanted to tell you that because tickets are for sale right now. They won’t be for sale for long. We will sell out, we’ve sold out every year in the past. The first 2000, and I think we only have 2 or 300 left this morning, so this may not be for everyone. But for the first 2000 tickets sold, what we’re doing is, I took all of the last four years of Funnel Hacking Lives, I took all the presentations and I put them on a preloaded MP3 player. And then we got this dude, Tim Castleman who comes to every single Funnel Hacking Live and he takes notes of every presenter, and his notes are insanely good, and then he sells them afterwards for a couple hundred bucks every year. So I went back and acquired the rights back to all the last four years notes, and I put them in this spiral bound binder, it’s 4 or 500 pages of notes of all the speakers. So for the first 2000 people, especially for you guys who love podcasts, because you’re listening right now, it’s literally four years of our events, you listen to the MP3 player, and you have all the notes predone, so you can take notes on his notes of all the last four years. And I want you to do that because I want you to binge listen to it, so when you show up to Funnel Hacking Live, you’re up to speed and you’re able to hit the ground running. So much magic inside the MP3 notes. Literally we had the first binder shipped to our office yesterday and I was holding it. I’m holding this fat, huge binder of all the notes and this MP3 player and I was like, “I would have paid conservatively $5000 for this alone.” And we’re literally giving it to the first 2000 for free. So if you’re coming, you should get that gift because it’s just insane, but there’s just 2000. And we pre-sold it, 755 tickets sold before the event started, and I think we’ve sold like 6 or 700 now, maybe it was 800. Whatever the numbers are, but we only got 2000 physical copies, so the first 2000 people will get that shipped out as well. So if I were you and you’re like, “Dude, I want to listen to 800 hours of funnel building stuff.” Even if you didn’t come to the event, go buy a ticket to the event just for that alone, but you should come to the event because it’ll change your life. Anyway, that’s the process you guys. The last thing I want to mention is so far before the event has actually started, I’ve already spent over a million dollars to put this party on for you. Now if I had a friend who was obsessed with marketing and funnels, and you’re obsessed with it as well, and he spent a million dollars to throw a party and all you gotta do is cover the thousand dollar ticket cost to just come to the party, I would totally come. And that’s not some kind of exaggeration guys. We feed you guys at all the events. I had to prepay for the food. I had to prepay for Lindsey, she doesn’t come free. I had to prepay for the speakers. We’re at a million dollars right now before the event’s even started just to throw this party for you. So if you’re trying to convince your spouse or your company or your friends, be like, “This is the deal. One of my friends, he’s this insane funnel building, marketing nerd and he’s throwing a party. He spent a million dollars on this party so far, I have to go experience it.” If you tell somebody that, if they don’t say, “You definitely should go to that.” They’re crazy, right. So for you guys, hopefully you hear that and you’re like, “Yes, I’m in. I’m going to go to this party because one of my friends, (because I’m your friend), my friend Russell, he spent a million dollars to throw a party, I’m not going to miss it.” We only throw a couple of parties a year, and they’re worth coming to. Last year we had Funnel Hacking Live, which was insane. And then we did, we threw a bubble soccer, we set a Guinness book of world record event and we had people at that one too. We only do one or two parties a year and this is the big show you guys. I promise you that if you come and you play full out and you experience it, this will change your life. I know people throw that around all the time, but I’m not kidding. Ask anyone who came last year, ask anybody who has been to any of our Funnel Hacking Live events, it’s not a typical event. I have friends with events that are happening at a similar time, and their events you will learn good content, I promise you will. But this is more than that. This is a life transforming experience and we do it different. We do it special, we make it worth your time. So that’s it you guys. It’s going to be in Nashville Tennessee this year. I promise that we will put on a show that you will never forget, and it will change the trajectory of your life. It’s funny, when I went to Tony Robbins date with destiny, he said something kind of similar, and I didn’t know if…I was like, “cool, yeah. I’m going to go to an event.” And what’s interesting as he talked about it, he’s like, “This event will make a shift where the focal point where you’re going is just different. What’s going to happen, if you look at a year from now, 5 years from now, 10 years from now, your entire destiny…” You know those things where small hinges swing big doors, this little small hinge will change your trajectory. Then you look at where you end up a year from now, 5 years from now, 10 years from now, a decade from now and beyond, it’ll radically shift the trajectory of your life from this point forward and forever. I promise you that. And if not, let me know, I’ll give you your money back. Because seriously, I’m not in this for the money, hopefully you guys know this at this point. I’m in this because of the transformations. If I can get you to the event and I can give you the same transformational experience that Jamie Cross had, where she’s struggling and a year later she’s got a Two Comma Club award, and now a year later, she’s getting picked up by, her company is growing so fast, and it started with the shift, the date with destiny, the thing that we’re going to be doing at Funnel Hacking Live. So this is your official invitation guys, I want you there, you need to be there, you want to be there. Make it a priority, if you’re getting married that weekend, tell your spouse, “We need to move it. We can get married any weekend, but Funnel Hacking Live only happens this weekend.” If you’ve got some other thing happening, shift it, move it, you need to be here and if you’re not I guarantee you’ll be kicking yourself as you’re watching the four or five thousand people that are  with me experiencing this, as you’re seeing them on social media crying and shifting and changing and growing. And then you’ll see as their businesses explode. I promise you will be kicking yourself forever if you are not there. So this is your official invitation, now is the time. I’m almost to the airport, I went on back roads, which I’m actually going to get there almost an hour early. So we did pretty good. So there you go guys. Funnel Hacking Live tickets are on sale now. Go to funnelhackinglive.com, funnelhackinglive.com, www.funnelhackinglive.com, go get your tickets. Get one for you, get one for your spouse, get one for your community. We have a lot of people right now who are bringing their entire communities. They go ttheir tickets and they go into their Facebook group and they’re like, “Hey guys, we’re all going together.” And they’ll get 10, 15, 20 people all come with them together, that way it makes the experience even more fun. I highly recommend that. Find other people who are just like me, just like you, people who are trying, who are entrepreneurs, you’re friends that have the same vision as you, bring them. If you’ve got a spouse that doesn’t have the vision yet, bring them. I promise you, by then end of day number one your spouse will be so brought into your vision and your mission that moving forward everything else will become easier for you. I know a lot of us who get involved in this, that’s the hardest thing, getting your spouse on board. But if you have them in the room and they see the impact that you can make with your talents and your hobbies, it’ll get them onboard as well. So bring your spouse. If you want to bring your kids, bring your kids. I have actually something really exciting for…anyway, I can’t talk about that yet. I’m so bad at secrets, I’m the worst. Anyway, if you’ve got kids, something cool is coming soon. And just a bunch of other cool things. So please go to funnelhackinglive.com, I promise you guys, you will love it. Get your tickets at funnelhackinglive.com. Alright guys, I’m at the airport, I gotta bounce, appreciate you all. Thanks so much for all you do, for your support, for listening, for subscribing, for sharing, for commenting. Please go leave feedback and comments, I love to hear them and read them. With that said, I will see you at the Funnel Hacking Live, get your tickets now. Bye everybody. Funnelhackinglive.com. See you guys soon.

The real secret to winning this game is SO simple, most of you are missing it. On this episode Russell talks about receiving a card in the mail asking to be on a podcast, and why that offer wasn’t irresistible enough. Here are some of the other things he talks about on today’s episode: What was missing from the card asking Russell to be on a podcast, making him throw it away. Why you should always look at what is in it for your customer, or date or whatever, in order to make what you’re proposing impossible to refuse. And how you make something you create more valuable than someone’s time or money, so they will trade you for it. So listen here to find out why a card sent in the mail wasn’t irresistible enough, and how that person could have made it impossible for Russell to turn down. ---Transcript--- Good morning, good morning everybody. This is Russell Brunson and welcome to the Marketing Secrets podcast. Hey everyone, so I’m officially back from Kenya, crazy, and it feels so good to be home. It’s so nice. It was so much fun to see my kiddos last night and this morning, we hung out. And I’m heading to the office late today, I’m not going to spend too much time there, just kind of planning and prepping for next week because next week is when world domination begins, it’s also when my diet begins, it’s also when my diet begins and my new workout regimen, and my new trainer and a whole bunch of other stuff. It’s like a rebirth, I’m excited. The one thing I’m bummed out about though, I filmed all the story for the Kenya trip. I brought my camera, I filmed everything, I was really proud of it, for Funnel Hacker TV. I thought it was going to turn into three or four episodes, going to be amazing. And I left the SD card in the tent in the middle of nowhere. I totally want to cry. I keep calling them to see if they can find it, they haven’t been able to so far. So you may or not be able to see my entire trip. So cross your fingers that someone will find it. I want to cry. Anyway, I do have something to share with you guys today that I think would be valuable. So we got home and we’re going through all the stuff and envelopes and packages and junk and everything and I got a card from somebody in the mail. And it was handwritten, and somehow the person had found my personal address, which is kind of creepy. But they put forth the effort, and they wrote me a letter, and like I said, it was handwritten, they said, “Hey Russell, I want you on my podcast, and it’s only going to take 7 minutes. Let me know if you’re in.” And I read that and I gave it to my wife and I was like, “What do you think about this?” And she was like, “I don’t know, sounds good.”  And I said, if you notice that in this card he was basically telling me the benefit to him. Like, “Hey I really want you to be on my podcast.” That’s a benefit for him, he did give me one benefit, it was it would only take 7 minutes of my time. But he didn’t talk about what was in it for me. And I want everyone to understand this, when you’re asking people for anything, this is when you’re trying to sell something, trying to ask a girl on a date, whatever it is you’re trying to do, you always have to create an offer. And the offer, I don’t know if I’ve talked about this on the podcast before, but when I was first getting started, there was an acronym called WIIFM, what’s in it for me. So whenever I’m pitching someone on something, I’m not telling them what’s in it for me, I’m telling them what’s in it for them. I want the customer, or the person saying, what’s in it for me. So if I was going to pitch Russell on a podcast, I wouldn’t say, ‘hey, this will only take 7 minutes, it’s going to be amazing to have you on my podcast.’ Because all you’re really doing is pitching the benefits of yourself of having me on your podcast. You gotta start thinking about, what’s the offer I’m creating Russell for him to take the time out of his day to be on my podcast. And again, this is true if you’re asking someone to be on a podcast, an interview, asking a girl on a date, asking a boy on a date, I don’t know, now days that happens I guess. Asking somebody for me,  it’s always about what’s in it for them. WIIFM. Thinking about that from their perspective. What’s in it for me? What’s in it for me? What is it that is in it for them? So I would say, “Russell, I got a podcast right now, I’ve got x amount of listeners, my people are entrepreneurs that are obsessed with this thing, a lot of them know who you are, but I want to get deeper so they can understand who you are better. And if you decide to do this podcast, these are the things I’m going to do to help promote it and make sure that the time you spend isn’t a waste. Number one, the first thing I’m going to do….” And start creating an offer, right. “The first thing I’m going to do, the podcast will only take 7 minutes, so it’s not going to take a ton of your time. So it will be really, really fast. Number two, after it’s done, I’m going to spend up to $2000 promoting this on Facebook to make sure that everybody hears the podcast, gets to listen to you. Number three, is my entire customer list. Maybe it’s not huge right now, but I’m going to go and I’m going to do a big promotion for anybody who listens to the podcast to get a free copy of your book. In fact, I would love to buy a hundred copies of your book that I could just giveaway to my listeners. Number four, I know you are a big believer in OUR, it’s a charity that you believe in, what I’ll also do is, in the podcast episode I’m going to tell everyone to go to ourfilm.org, they can watch the documentary you created so it can spread that mission. And number five, I’ll also promote that to my entire email list so they can understand about that. “That way you only spend 7 minutes of your time, and what’s going to happen is you’re going to sell a bunch of books, you’re going to get your message about OUR out there to the world, and blah, blah, blah.” So now it’s like, holy cow look at the benefit for me. Look at all these things he’s going to do for me in exchange for my 7 minutes of time. That would have gotten me to take the card to my office, hand it to Melanie and say, “Hey can you book this card.” Instead I looked at it and I kind of smiled, and I put it into the trash. So hopefully the person who sent this is listening to it because it’s a good idea for them. But for all of you guys, I want you thinking about that. When you’re asking somebody for something, and it doesn’t matter how small it seems to you. Seven minutes may seem like a small thing for you, but for me, I mean I literally bill our time out at $10,000 a hour right now to be on the phone with me. So 7 minutes is never 7 minutes either. You know, there’s going to be 10-15 minutes of prep time, I have to stop whatever I’m doing to do this thing. So I mean it’s almost 15, 20, maybe 30 minutes of swing time for me to do a 7 minute interview. So if I was to sell that, it’d be $5000 or more. So it’s like I gotta make at least $5000 worth of value for Russell, for him to take this time out to go and do the thing. So start thinking about that every single time you’re asking somebody for anything. It’s just coming back and realizing, I need to make an offer, I need to make an irresistible offer, even though it seems like 7 minutes is not that big of a deal, it’s huge for Russell, or it’s huge for whoever it is you’re promoting or pitching on whatever the thing is you want to do. So start thinking about that you guys. It’s the same skill if you’re asking an affiliate, if you’re asking for an interview, if you’re asking a customer, we need to become better at creating irresistible offers. I’m going to preach that over and over and over again. In fact, we’re working on a challenge, initially it was going to be called the one comma club challenge, but I think we’re changing it to the one funnel away challenge. We’re going to be working with you guys to get your first thousand bucks, or to get you to the first million, whatever the next funnel away is that you’re looking for, for your business. So that’s the focus. But the majority of what that thing is going to be is teaching you guys how to create irresistible offers. So for you guys, start thinking about every single aspect of your life. If I was going to ask a girl on a date, I’m not going to be like, “Hey do you want to go on a date with me?” Because now it’s like, I gotta create an irresistible offer and say, “I don’t know if you know but there’s a really cool band that’s coming in town and they’re one of my favorite bands in the world, and there’s a concert. And I actually got front row tickets to the concert, I’d love to have you come. And what we’ll do, before we go to the concert, we’ll go get sushi…. What’s your favorite food? Sushi? Cool, we’ll go get sushi, then we’re going to go to the concert. After the concert a bunch of us are hiking up this mountain and we’re going to watch the sunset or the sunrise or something, it’s going to be amazing and afterwards I’ll take you home. Or we’re going to have an early morning breakfast.” Or whatever. I’m going to create a really good offer, because then it’s like, the person I’m asking on a date is not saying, ‘okay do I want to spend the night with this person or not?” they’re saying, ‘holy cow, if I spend the night with person, look at the benefits that come back to me. What’s in it for me?” That’s what your prospect is always saying no matter what the offer is, no matter what the pitch is, no matter if you are pitching a date, pitching a promotion, pitching an interview, pitching a sell, pitching a mastermind, pitching a seminar, pitching whatever it is, they’re always thinking, what’s in it for me? So you have to make that so irresistible. How do you create, how do you make a stack slide? Go back to Expert Secrets, study the stack slide section, making a stack slide for everything, literally everything you guys. When I want to go to a movie, I don’t call my friends like, “Hey, do you want to go to see the new Avengers?” I’m like, “Hey guys, this is the deal, the Avengers, opening night tonight. I’m going to go, and I’m bringing four other people that are awesome, but we’re all going to go together and we’re going to hit dinner before we go, then we’re going to watch the movie and then we’re going to eat.” So I pitch them, I create an offer for them so that it’s not just a product, not just a transaction. I’m trying to make it where the thing I’m offering them is so much more valuable than what I’m asking in return. So they have to say yes. Always you guys, if you start understanding this in business, in marketing, in sales, in everything, you’re entire goal is just make the thing that you are asking them so much more valuable than the thing you’re trying to get in return. If it’s money, if it’s time, if it’s whatever. Make the thing you’re offering them so much more valuable than what you’re asking in return that they have to say yes. That’s it. That’s the big secret. That’s it, there’s nothing bigger than that. That’s it. People have a value of their money, you have to create something that’s more valuable than their money, and they’ll give you their money, they’ll trade you. That’s it. If you want their time you have to create something more valuable than their time, and you trade it. And that’s the game. It’s a really fun game, I hope you guys enjoy this game. Anyway, I’m at the office, I’m going to go play for a few hours, get some stuff prepped and ready for the week, and then I’m going to head back home and play with my kids and we are going to have the time of our lives, if I’m not sound asleep. I think it’s like 8:00 pm Kenya time so my brain is still a little bit slow. So it might take a minute to, take a couple days to get back to it. But it will be fun. I appreciate you all, thanks for listening. And if you haven’t yet, go to marketingsecrets.com/blackbook, go get the Black book. Julie Stoian on my team, she went through 500+ episodes of this podcast, found the 99 that she thought were the best, and rewrote them into little 500 word chapters, kind of explaining the core concepts and giving you direct links back to those episodes if you want to go deeper on it. It’s free, it’s a pdf, I think it’s 3 or 400 pages, I don’t know. 200-300 pages. We spent a ton of time, ton of effort, ton of money getting these created for you and I think you’re going to love this. Go to marketingsecrets.com/blackbook, go and get it, you will love it. And with that said, appreciate you all, have an amazing day, and we’ll talk to you soon. Bye everybody.

What to do when your baby flops. On today’s episode Russell talks about what one of his presentations for Funnel Hacking Live and why he is giving it. Here are a few of the awesome things to listen for in this episode: What was the inspiration behind Funnel Audibles. Why it’s so important to split test your funnels to go from good funnels to great funnels. And what you can expect to hear during the Funnel Audibles presentation at Funnel Hacking Live. So listen here to find out what Funnel Audibles is, and why it’s going to be a great presentation. ---Transcript--- What’s up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast. Hey everyone, I hope you guys are doing amazing. We are like 5 days away from Funnel Hacking Live. It’s coming, it’s almost here, we’re so excited. I’ve been working early mornings, late nights, trying to get my slides done. But they’re turning out really, really cool. Obviously most of you are going to be at Funnel Hacking Live, if not you’re insane, certifiably insane. But one of the presentations I was working on yesterday was called Funnel Audibles, which is kind of a fun one. Those of you who are going to be at the event, you’re going to see. I’m going to go through and go deep into this and show numbers and stats and all sorts of stuff like that. But it’s interesting because this is why I think most people fail funnels. What they do is they go and like, they watch our webinar and they’re like, “Oh this is exciting, I’m excited.” They sign up and they’re like, “Oh I’m going to build a funnel!” and they go in there and they’re like, “Okay, I don’t know what kind of funnel to build.” And then they get confused and they try some stuff, and then they decide on a funnel and they go and build a funnel and launch it and then nothing happens. And then they’re like, “That funnel stuff’s a scam! That Russell has no idea what he’s talking about.” Together we have 60,000 Clickfunnels members, they’re all full of it, right? All the almost 300 people in the two comma club, and the 17 people in the two comma club X club. There’s no way all of them are really doing what they’re doing. And then they walk away. And it’s sad because it breaks my heart. So that’s what Funnel Audibles is all about. So what most people don’t know is most of the times when I launch a funnel, guess what? It doesn’t do very good. “But Russell I thought that you were the funnel guy, everything’s perfect.” No, it’s not. This is the difference between and me and everyone else, what happens. I do a funnel, and I do the best one that I know how and so I base it off of things I’ve funnel hacked in the past. Okay, I remember so and so did this really cool landing page, and someone had an upsell like this. I look at stuff I’ve looked at and try to model it as close as I can and make it the best possible guess that I have. So I create the funnel and then I’m like, okay is it good or is it bad? Now this is what a lot of people will do, that hire me for coaching. They’ll call me and be like, “Hey Russell, what do you think about this? Is it good or is it bad?” I’m like, “I don’t know. What did the market say?” they’re like, “What do you mean?” I’m like, “I don’t know if it’s good or bad. I’m just a dude who looks at what’s proven and try to model it. But I have no idea if it’s going to work or not.” And they’re like, “Russell, you’re the funnel guy. You should know all this stuff.” No, I have no idea. In fact, I never will review someone’s funnel until, because I don’t want to taint it with my judgment. I know enough from split testing to know that I’m wrong most of the time. So I don’t want to taint it. All I do is I go and let the market vote. I ask the market it’s opinion. I say, “Hey market, does this funnel give you a market that you actually want to buy? And does it convince you and persuade you to do it?” and guess what I don’t do? I don’t ask for people’s opinions. I don’t send it to my wife or my mom or my friends or other marketers that are like, “I would change this and tweak…” and give me all these things that they think, “I would never buy that.” Or all these things. The only person who’s opinion I care about is my customer and the only way I care about their opinion is not what they tell me in a Facebook ad, “This seems scammy.” I don’t care about any of that crap. The only thing I care about is people voting with this thing right here, if you’re watching the video you can see. The only people voting with their wallet. It’s the only vote I care about. So I’m going to see, will they open their wallet and pull out a credit card and buy the thing? If they did, that is the vote I care about. So that’s all I do. So we create something and what I do is usually take about, depending on the offer, but probably around $1000 and we go usually to Facebook nowadays, because that’s the fastest way to test things, I think it’s shifting, but for right now it’s still Facebook. And then we spend $1000 on Facebook and throw it out there and just sit back. People are like, “What are you doing Russell?” I’m like, “I’m watching. I’m letting the market tell me what works and what doesn’t work.” So I sit there and let the market, and then the traffic starts going through, people are clicking and they go through. They go through page one, page two, page…and I just watch. And this is the hard part because most people are freaking out. I’ll get a message, “I launched yesterday, what’s happening?” I’m like, “dude, just relax. Just watch.” This is the thousand dollar investment to have the market tell you if your funnel is good enough or not. So you spend a thousand bucks, traffic goes through. Some people are like, “I don’t have a thousand dollars to waste, Russell.” The word waste is the wrong word. You’re spending a thousand dollars on market research to ge the actual market to tell you if it works or not. And they’re telling you by voting with their credit card, that’s the magic. So I watch it, I let the traffic go through. It may take 3 or 4 or 5 days or whatever. Traffic goes through and when it’s done, then I come back and I look at it. Okay, here’s my funnel. Page 1, page 2, page 4, usually its 4 or 5 pages, the entire funnel. I look at, what percentage of people land on page number one did the thing I wanted them to do? I wanted them to give me an email address, I wanted them to join me on Facebook messenger. I wanted them to give me their credit card. Whatever it is. And then what percentage of people did page 2, page 3, page 4 and then I just look at that and I literally, we made these score cards last night that I’ll be showing at the event, but there’s this big score card that shows the percentage of each thing. I look at it and I’m like okay, was that percentage good or bad? And at first you don’t know, but after a while you get kind of a gut feeling of, this is good, this is bad, so we look at that. Then it’s like, okay. Opt in rate was like 11%, that’s really low. So I’m going to change that. And I look at everything else and everything else looks pretty good, so I make a split test, try to the best of my knowledge what things would I tweak and change. I make those changes and then I go back and buy some more marketing research. Spend another thousand bucks or 5 hundred bucks or whatever. I push it and I see what starts happening and let the market go through and I step back and I’m like, okay based on that, what happened? Okay cool, we increased conversion rates from 11% to 28%, that’s pretty good now. And then the sales page, what’s happening? It’s not high enough. What tweak can we make there? And we tweak it. And we do this process three or four times. And usually in three or four times, we go from a crappy funnel to a winner, winner, chicken dinner. When we get a winner, winner, chicken dinner, that’s when we start promoting it, drive traffic and ads and money and everything. That’s when you start scaling. But don’t even assume for a second that I just guess and that’s it. I guess and then I have the market tell me, and then I tweak, the market tell me, tweak, let the market tell me, and then I roll out a funnel. It’s the step that everyone’s missing. So we’re calling it Funnel Audibles, and I’m going to be showing an example. In fact, last night we went through all the database of all the data and I show 5 big tests we did inside of the Expert Secrets book launch, made changes to the average cart value from about $30 to $54. And I show, here’s the first thing we did, second thing we did, third thing we did, fourth thing we did, fifth thing we did. And then I show funnel after funnel, a whole bunch of stuff I did and stuff like that. So that’s the process guys. So now you understand, those who are Funnel Hacking Live will see me break down our numbers and stuff, but Funnel Audibles. I’m coming to the line of scrimmage, I’m looking around, seeing the tweaks and changes and making them based on that. Dave’s in there dancing. Alright, I gotta go. I gotta go finish that presentation and five others on top of that, that’s 6 presentations. Anyway, I appreciate you guys. Funnel Audibles, it’s the key, it’s the secret. It’s how you go from good funnels to great, from bad funnels to good and from wherever you’re at to where you want to be. Learn how to do it, master it and have fun with it. Thanks you guys, appreciate you all and I’ll see you at Funnel Hacking Live. Bye everybody.

Do your homework, funnel hack everything, and Russell’s new motivation. On this episode Russell talks about listening to a podcast and finding out what company he now wants to compete against. Here are some of the awesome things you will hear on today’s episode: Find out what company Russell discovered that he now gets to compete against. Find out what part of the company Russell wants to hack, because it’s not actually funnels. And find out all the ways that you should be hacking other businesses so that you know the ins and out of the market you are in. So listen here to hear what company Russell wants to compete with next, and how he will funnel hack them. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. Hey everyone, I hope you guys are doing amazing today. We are a week away today, 7 days from today the event will be live. So I’m actually heading into the office right now, because it’s kind of late, which you can see if you’re on camera, because I’ve got a lot of slides still to do. I have yet to finish any presentation. I’ve gotten close on a couple. But there’s still so much work that goes into this. Anyway, it’s really, really fun. But I wanted to just message you guys today because this morning as I was getting ready I was listening to a podcast, I listen to a lot of podcasts, but the one I was listening to today was Nathan Latka’s The Top, and he was interviewing the CEO of Hubspot, which was kind of cool. Hubspot, for those who don’t know, is kind of one of our competitors, only not directly. I was telling Clint this morning, he’s my CFO/my wife’s cousin. So he stayed over last night, he travels in to work from the office one or two days a week and then goes back to where he lives normally. But he was here last night, so this morning I was telling him about Hubspot a little bit and I was like, “They’re kind of like the yin to our yang.” They’re all about putting out good content and people will come to you and hopefully by your stuff someday, maybe. And we’re like, “build a funnel and drive traffic to them.” But their suite of tools is kind of similar. They’ve got landing page software, they’ve got CRM, they’ve got all these kind of things. So anyway, really, really cool interview that they were doing, but it was fun because I don’t know, for me it’s, maybe it’s just the competitive part of me, but they started sharing their stats and their numbers and what they were doing and it just got me excited. I’m like, “Okay cool, they’re doing almost a million dollars a day, we’re at, I don’t know, about a quarter of that right now. So I was like, okay. But we have more customers, we’ve got about, almost double as many customers as they do, but they do it based on…anyway, it was interesting because what they were showing and what they are doing is almost identical to one of the big shifts and big changes that we are going to be launching at Funnel Hacking Live, which was cool because it was like, “Oh sweet, we’re on the right path, doing the right things.” But it gave me someone to start chasing towards again, which is fun. It’s been a while. All our other competitors, we blew past them and then it’s just like, huh. What do you do when the competition is gone? For me it’s tough. Not that I want to compete directly, or whatever. I think most of you guys know I’m pretty competitive at this point. But it’s just like, I need to have someone I’m running towards or else it’s tough for me to have that energy and excitement of like…so now it’s like, Hubspot, this is their numbers, their stats, this is where they’re at, now we know. Now we’ve got a shot. Now we’ve got a place to aspire and ascend to and to run towards. So it just pumped me up this morning. So for you guys, I don’t know. I know we have people listening to this from all different levels of business from, a lot of startups, all the way to people that are making tens of millions of dollars. So what I would recommend is, and this goes back to Funnel Hacking 101 right, find someone to model. That’s not just talking about their landing pages, or their offers or whatever. It’s really understanding who in the marketplace, who’s there? Who’s leading the way? Who’s proven this model before you? How do you funnel hack them? Hubspot, I may be excited to go funnel hack how they do their pricing strategy, they talked a little bit about that. I’m like, okay cool. That’s their pricing strategy, this is how they do this and this is how they do this. And so it’s like, it gets me all excited to run towards that now. It gives me motivation knowing it’s possible, knowing that it’s doable, knowing somebody’s done it before. It’s like sweet, 400 miles it’s been broken, now I know where to run, how to run, in the direction. And they’ve left clues, I know they left clues. It’s funny, we started kind of funnel hacking Sales Force as well last year. We listened to all Sales Force books, went to Sales Force event, and really understanding them a lot better and their path and their journey has given us a lot of momentum, which has been really, really cool. But now I’m like, sweet. Now I got Hubspot. I’m going to read the dudes, he’s written 3 or 4 books, I’m going to go read the books and start studying him and start geeking out and start funnel hacking the business, not the funnel, their funnel sucks. Their landing pages are so bad. I honestly have no idea how they have any customers. I shouldn’t say that in public, but they are really bad. Hubspot CEO I can’t remember your name, you are awesome, but if you want me to help you fix your funnels, let me know. But that’s not what they’re good at, but what they are good at is different than what I’m good at. So I’m like, sweet I’ve got someone to model, someone to look at, someone to chase, someone to aspire towards. I’m pumped and I’m excited and I’m going to start studying and geeking out and funnel hacking and I will know more about him and his company than anybody else on earth here, within the next two or three months, which is kind of cool. Which brings me to the moral of today’s story. The moral of today’s story is you need to do your dang homework. It’s funny, I have people all the time who come to me like, “Hey Russell, I’m launching this kind of business.” I’m like, “Cool.” And it’s funny because I’m kind of obsessed and in most markets I know the key players. I’m like, “Do you know so and so?” They’re like, “No?” I’m like, “Do you know so and so?” “No.” “Have you ever heard of so and so?” “No.” I’m like, “Dude, how is it I know more about your market than you do? This is not a good thing. You need to become obsessed with it.” If you’re in a market or you’re going into a market, you need to know. Who are the players? Who are the guru’s? What are the events? What are the things that you need to go to? Go to the live events, go meet the people, go buy the people’s products. Become obsessed and do your homework because you’re trying to compete in a market you don’t even know about. Its not very smart. But if you know, you’re like, “Okay cool. Here’s the players, here’s where people are at, here’s the good old boys club, here’s the events that are happening, here’s the hierarchy of things, here’s the people at the top, people in the middle, people at the bottom.” All of that stuff is out there, you just gotta go and look for it. And it’s worth finding. So funnel hacking isn’t just landing pages, it’s not just traffic sources, it’s everything. It’s all the pieces, all put together. I hope that helps you guys. That’s all I got. I’m going to go in there and get some slides done and get prepared for Funnel Hacking Live. I hope you guys are preparing yourselves as well, this event is going to change some of your lives and I’m excited for it. Alright guys, I’ll talk soon. Bye.

Some thoughts I had after staring at a blinking cursor for three hours. On today’s episode Russell talks about how to find your big idea or hook. Here are some of the awesome things to listen for in this episode: Why it’s hard for Russell to teach how to find the big idea. Why you need to find the opposite of a pattern in order to find your big hook. And why you should buy your Funnel Hacking Live tickets now if you haven’t already. So listen here to find out how you can figure out your next big idea. ---Transcript--- What’s up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast. Alright everyone, it’s late at night. I was supposed to go to bed like two hours ago because I have to get up early. But no, my kids decided that even though it was Martin Luther King day and they had no school all day, they didn’t do homework until right now. So I’m up getting them to finish their homework. So anyway, I thought I’d take a quick break while they’re doing their stuff to come talk to you guys because it’s been a little bit and I’ve got something really fun to share with you today. So today I had a chance to go to the office, which is really fun because we just got this flow and this rhythm happening now with the systems and the agency and all this stuff. And it’s just exciting and a lot of fun, so I was really excited to go in there today. And then I have a bunch of tasks I need to do and one of them I’m already working on. The sales, like an explainer video. So explainer videos are like those little cartoon videos that kind of explain what you do in a short period of time. I don’t want to brag, but I’d say I’m probably the best explainer video script writer on planet earth. If not, I’m going to take that credit for myself. Because I wrote Rippln ones that did 1.5 million members in 6 weeks even though the company never went anywhere. I did the Prove It ones that built a half a million dollar company this year alone, in the last three years, off of one video. Obviously there’s a lot of other stuff happening, it’s an amazing team. I’m not taking all the credit, but the explainer video was mine. So proud of that. The Clickfunnels ones have done super good. So I’ve probably done, I don’t know, two dozen explainer videos and I’m just really proud of them and I think they all have turned out good and done amazing things. When you write for them, it’s different. Because you have to write in a way that would be fun to be animated, be interesting, be engaging, all those kind of things. But what’s interesting, I was writing this one, we have a new part of Clickfunnels coming out called Actionetics MD, that’s all I’m going to tell you guys right now. And today I needed to get the video script done so the explainer video guys could start animating and sketching and getting it all done in time for the Funnel Hacking Live Event. Because I’m going to be showing the video there when we release all our new awesomeness that I can’t tell you about right now. But it’s going to be so amazing. My goal is to get all of you guys to start using Actionetics 100% and I think we have, last time I checked 10-12 thousand people who are on the full Etison suite who are getting, who have Actionetics, but there’s still the 40 whatever thousand customers that aren’t using it yet. So it’s like, how do I get everybody to use it because it’s awesome? So the biggest thing was just make it simple, better, easier, more awesome, so that’s what we’re doing a big sprint right now from the dev side, to get it all done and live by Funnel Hacking Live. So those who are at Funnel Hacking Live will get first access to this amazing-ness and everything. So make sure you’re at Funnel Hacking Live, if you’re not you’re missing out because it could be six months or so before we release it to everybody else. So if you want to get the features early, go to funnelhackinglive.com get your tickets before they are all sold out. They should be sold out this month, in fact, we’re doing a big push starting tomorrow. Anyway, I digress, I’m sharing this because I’ve had a lot of people, in fact, I’ve had a lot of companies since then come to me like, “Hey Russell, write me an explainer video, we’ll give you equity, we’ll give you percentages.” Blah, blah, blah. Because that’s kind of what Prove It had done and obviously it worked well for them and for us and for everyone. But I’ve just told people no because I just obviously have a lot happening in my life right now and I don’t have time to really write explainer video scripts for people. But for my own stuff obviously it’s still important. I was like, how do I write this thing? It’s funny because the thought that came through my head before I started writing this was, what is the hook, what is the big idea? Those who were at Funnel Hacking Live last time heard Todd Brown, came and spoke on that. The big idea, the big hook. And as I was sitting there with my blank sheet of paper, the little cursor blinking as I’m trying to figure this out. “What’s the hook? What’s the hook?” I know what the product is, I know the differentiation points, I know it’s exciting, but what’s the hook? You have to have the right hook. And I think, I’m going to talk about Todd Brown for a while because I love Todd. I respect him and I think he’s amazing. I think that what I’ve gotten, I think I’ve done a good job getting our funnel community and our marketing community understanding funnels and things like that. And I think we’ve gotten better at understanding structure of funnels and how and where and front end funnels versus back end funnels, how to do the perfect webinar and all these cool things. But I look at Todd and what he studies and geeks out on, and he hangs out with all the Agora guys and they’re always talking about the big hook and the big idea. What’s that thing that drives the rest of it? And I don’t talk about that a lot publically, probably because it’s not something I can…it’s hard to reverse engineer. It’s like, okay here’s the pattern, here’s how it works. The pattern of the hook is like the opposite of a pattern. Most stuff I teach it’s like, here’s the pattern, where’s the hook? Is like the least pattern-y thing ever. It’s the opposite of the pattern. It’s the pattern interrupt that becomes the hook. So I never talk a lot about it, but when I’m doing my own stuff, I do it. If you watch my webinars, all the stuff that I do, I’m doing it all the time. And I sat there today for probably 2 ½ - 3 hours with a blank sheet of paper with that little blinking cursor, that you just want to, you wish you could delete it but everything’s deleted, that’s all that’s left, that little blinking cursor mocking you the whole time. And my whole thought was, “What’s the big idea? What’s the big idea?” and I was asking in my company, “Okay, we know what Actionetics MD is, what’s the big idea, what’s the big hook? Why should people care?” and it took a while, like I said, 2 ½ - 3 hours before I was like, I got it. And as soon as I got it, in my head the story just flows, because I’m visualizing taking people on a journey and the process and story and how it fits together and how we illustrate this, and those things come fast. But man, that hook is the hardest thing. I’ve had webinars where I’ve spent two days in front of a white board trying to figure out a headline, the hook. What’s the thing that gets somebody into a webinar? And I think that I’ve probably done a disservice inside of the funnel hacker community where I don’t talk enough about that because again, I don’t know how to reverse engineer and teach it. But it is the key. I’m so grateful for Todd Brown talking about that so much. Because he’s the one that talks about it the most. I wish that we talked about it more in the community. Maybe this podcast is kind of the first time of me kind of bringing it out. But I just thinking about that, what’s the big hook? Why should someone care about the thing you’re selling? What is that, what’s the big reason? What’s the big idea that you have? So look at the big campaigns that you’ve seen around you. Every market there’s big things happening. I look at when we launched Clickfunnels, I tried a bunch of different messaging and funnels, but the funnel that worked was a webinar funnel, the process was, I’ve talked about this before, having a webinar and then on the thank you page having a trial. That was the process work, but the hook was this concept of funnel hacking. That was the big idea that got people to be like, “Oh my gosh, I understand it.” That was the big idea that drove Clickfunnels. The thing about that, the markets you’re in, if you guys are in financial markets, look at Agora, what they’ve done. Some of the biggest campaigns are, when Obama ran for a second term, it was called the end of America that was the big idea that drove this huge thing. If you look at recently, there’s probably been 8 thousand crypto offers that have come out, but Agora’s the one that did, I think they did 30 million dollars in their webinar in like a 2 week period of time. But what was the big idea? What was the big hook that they had? They was something there, I studied it. I don’t know if you did, but you should have. If not, it means you’re not listening to funnel hacking. Look at these people who are making insane amounts of money and reverse engineer the campaigns from everything. A lot of people think funnel hacking is just like, “Oh, well they have a landing page and an upsell page, down sell page, and this price point.” That’s the beginning of funnel hacking, but it goes deeper. I don’t know about you but I get every webinar, every video sales letter, everything that I look at I get transcribed so I can read it. What was the hook, why did this work? What was the big idea that they were doing that made this separate? Because man, if there’s 800 crypto webinars, why did one do 30 million and all the rest did, even the big ones did a million. There’s something different here, what’s the big idea that they led with? Look at the weight loss industry, look at Prove It. Why did Prove It blow up? It hit keto at a time that was right. Dave Asprey blow up, because took this, the Atkins diet, it’s not the same, but he took the Atkins diet, and his big idea was this thing of butter in your coffee. Boom, that big idea of putting butter in your coffee. It was just a ketogenic diet, it wasn’t this new thing, but he was like, “Butter in your coffee” Boom, Bulletproof was born. What’s the big idea for your business? I can’t tell you that, I can’t reverse, I can’t doodle something that shows you, here’s how to find your big idea. Maybe I can, I just don’t know how to do it right now. Again, because it’s not a pattern, it ‘s the opposite of a pattern. So look at the pattern, what’s everyone doing in your marketing to explain or to sell your thing? And what’s the opposite of that, how do you break the pattern? Have your big idea so that when someone hears it, it smacks them upside the head and they’re like, “Oh my gosh, that’s brilliant, that’s the thing.” I think my point of this podcast is just to get you guys thinking about that, because that’s what I did today. I sat in front of a blinking cursor for three hours thinking, what could it be? What could it be? You know I looked at all of my competitors, I’m looking at, I’m not going to spoil what Actionetics MD is, but I’m looking at auto-responders and other things like that, and how do they pitch it? Because how everyone else is pitching it is the pattern. Now what’s the opposite of that? How do I make it the opposite, so that it becomes this interesting idea? So I hope that helps. If nothing else, it gets you to sit there in front of a blinking cursor like I had to do today, and just think. What’s my hook? What’s my big idea? Why should people care? Why am I going to invest the time and energy it takes to make this video or this webinar, or this whatever? And why is someone going to take the time and energy to watch it? And why are they going to get excited to run and find their wallet and pull their money out and give it to me? There’s a big idea behind it that drives it and I don’t think most of us are spending enough time doing it, figuring that out. When you get it right, you see you. Gary Halbert said, “One idea properly exploited is worth more than 100 lifetimes of hard work.” And I believe that. I’ve seen that in my own life. I’ve seen it with tons of our member’s lives. One idea, when you exploit it properly is worth 100 lifetimes of hard work.  So what is that idea? That’s what this is, the big idea, the big hook. What is that thing for you? If you listen to Todd Brown, listen to his stuff on the big idea, I think it’s fantastic. He did a whole presentation at last year’s Funnel Hacking Live about it. But just get that in your head spinning. When you’re looking at good advertising and you’re funnel hacking people, what’s their big idea? What’s the big hook? What’s the thing that drives this campaign? Because if you find it and identify it, it will help you figure out your own as well. I hope that helps, I hope that gives you some good ideas and gives you something to think on. That’s all I got. I gotta get these kids’ homework finished so I can go to bed. I gotta be up lifting weights soon. I’m trying to get rid of this double chin before Funnel Hacking Live, which is a pain. I wish you could just sleep it off, that’d be way better. Anyway, I appreciate you guys, have an amazing day and we’ll talk to you soon. Bye.

A quick recap of what we learned rolling out our first funnel inside our new mini agency. On this episode Russell talks about how the first week went with his new advertising agency that is dedicated to only Clickfunnels. Here are some of the cool things to listen for in today’s episode: How changing the Expert Secrets book funnel was able to bring the average cart value up by $8 How Russell’s team was able to virtually be in the same room to communicate, even though everyone on the team is remote instead of being located in Boise. And find out what the next step is in the funnel. So listen here to find out how the first week went for Russell’s new Clickfunnels-dedicated advertising agency. ---Transcript--- What’s up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast. Alright, I’m going to talk kind of quiet. It’s like 1 in the morning and I am literally in my closet right now getting packed for a trip we are heading out on tomorrow. My wife is asleep in the room, we got sick kids, it’s kind of a weird trip to be going on, but we’re really excited to be getting away for a couple of days. We’re going to a wedding for someone we care about, and it’s going to be a lot of fun. So anyway, I wanted to return and report back on our awesome, cool week. So I talked before about some of the new project management stuff we’re doing and the batman meetings and all sorts of stuff. And it’s been fun the last probably 3 or 4 weeks we’ve been getting all the pieces in place and launching little batman meetings, neat stuff happening. But this week was the first funnel we were trying to get live. So it was a different process because the goal is to try to pull me out as much as possible. So we’ve been recruiting people, in fact, a couple of you have joined our team. I’ve been putting out Facebook Lives into our group and recruiting some amazing, amazing talent to start working with us and getting these funnels launched. It’s been really, really cool. So the first part we had James P. Friell, and we’ve hired him for six months to come in our office and help us get this working and consistent and keep reiterating on it and keep making it perfect. So he’s got the whole Trello system systemized. It’s evolving and tweaking, so that’s the first step in the process. Getting everybody on board and getting everybody focusing on their unique abilities and nothing else, which has been a really fun process. So that’s kind of the next phase. And then, like I said, to get projects kicked off we did these batman meetings. So I did a podcast episode 3 or 4 back that kind of talked about it, that worked really cool. So we’re doing those. But then this week, it’s like, okay, this is a funnel we’re getting live. And it was the new Expert Secrets book funnel. We had some updates that we needed to make and some stuff like that, plus a tweak that I’ve been teasing you guys about a little bit, which is the new thank you page webinar concept. There’s so many cool things that I wish we could share with you, but I’ll share more after the tests are done. And I’ll be sharing a lot at Funnel Hacking Live as well. Anyway, we’re getting it done and this week working on it, one thing that’s tough is that 2/3rds of our team right now are remote. They’re not here in Boise, that are working on this funnel. So we’re like, communicating through Trello and Slack, but it was just like, ugh, I miss that feeling of being in the office. So one thing we started doing, we opened up a zoom room and just told everybody, “Hey, jump in here and then mute yourself, and you can just work in here and then if you have questions then just un-mute yourself and ask and whomever can jump on.” So we had, I don’t know 8 or 10 of us in this zoom room for the last 3 or 4 days, which was super cool. So we just have it muted and then someone had a question and they’d un-mute themselves and be like, “Hey Russell, what do you think about this?” or “Check this out.” Or whatever it was. It was just kind of like we were in the same office together. It was cool for so many reasons. But one is just, especially with the remote work force, it made everybody feel way more connected and it gave us the ability to move through things very, very rapidly, which was insanely cool. We got so much stuff done, and the weirdest thing is we got to the launch phase where we have everything getting done and I had this weird feeling. Where normally I’m in the middle of it, pushing and pushing, but like because the way the system’s in place, I wasn’t involved hardly at all. I told James and everyone in our office, “I just feel like I’m not doing anything.” Which is actually a good thing, it’s the goal of this whole thing. To pull me out of it, because I’ve been so deep into everything. Prior to this I’ve been focused on the copy, the email copy and the videos and the funnel structure. I just did a lot. And now we’ve got this team of rock stars who are now taking over different pieces of it and its really, really cool. So today we launched the funnel, so the Expert Secrets Book funnel is live, you probably won’t be able to tell by looking at it from the outside, but if you re-buy the book, you’ll see the process and you’ll see some of the stuff which is awesome. So far our average cart value in the last 12 hours is up 8 dollars from what it used to be, which is huge, really, really good. So that’s exciting. And that’s not counting the thank you page webinar, which I think will increase the average cart value by…who knows. A lot. We’ll find out. It’ll take a day or two to get those stats in. But it’s really cool. At the end of it we do this really cool, we called it a post-mortem meeting, which is basically everyone in the group will now say, “Okay, what worked really good for you and what things struggled in this process?” And what’s cool, watching James who has been building out these systems, taking notes. “This was awesome, but this part got stuck.” Or “We lost momentum here.”Or “This part didn’t work as good.” And then he’s updating the Trello cards, and the checklists and the systems based on all those kind of things, and it’s cool. And then next week we pick the next funnels and next week we’ll do the same thing. We start Monday, we launch on Thursday, post-mortem on Friday, then we start over again the next week. So our goal right now, we are trying to roll out a new front end funnel every single week in this team. And it’s pretty exciting. I’ll report more back to you guys. I just want to share with you because I’m getting excited just because we’re systemizing this. Like I said, for us so far it’s always been, I don’t know it’s the same thing every time, but we focus so much more on the art of it. So it’s like we recreate it from scratch every single time. This time we’re trying to figure out the process every single time, there’ll still be room for the art, which is changing things, tweaking things, calling audibles at the last minute and changing stuff, but for the most part having a systematic thing for each funnel that’s being pumped out. So it’s fun and it’s exciting. I’m really, really enjoying the process, so I’ll keep sharing more with you guys. And who knows, I’ll probably at Funnel Hacking Live start sharing a lot of this part, the Trello process and how it ties into the funnel building and the traffic. It’s exciting. I don’t know how much, I don’t remember how much I told you guys, depending on when you’re jumping in and listening to this, but we basically took part of our company and broke it apart and it became, we started like an advertizing agency where Clickfunnels is the only client of this agency. So there’s two halves, there’s the funnel building team and then there’s the traffic team. So that’s the other cool thing. Now the funnel building team got this funnel done and live and then they pass it off, and then the traffic team is now taking this, and there’s this whole process that goes on the back side with the traffic team. That’s the next fun piece we’re going to be figuring out and building out. So exciting. Anyway, I’m excited. Like I said, we’ve obviously done a lot of stuff in the last few years, but now we’re building the processes and the people and all that kind of things in place. It’s going to be cool to continue to watch this thing grow. Anyway, I’ll keep sharing with you guys. I just wanted to share a big one with you guys because it’s really fun and exciting. It was a good day, a good week. Alright guys, that’s all I got. I’m going to go to bed. I’ll finish packing in the morning. I always procrastinate until the last possible second. Alright, thanks everybody and we’ll talk to you guys soon. Bye.

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

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

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

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

You’re just one funnel away… On this special two part episode you will hear the second part of Russell’s “One Funnel Away” presentation from Funnel Hacking Live. In this episode you’ll hear: How Russell nearly lost everything when his merchant accounts closed. Why Russell didn’t know he hadn’t paid Payroll taxes in a year and could have gone to jail. And how Russell turned it all around and along with Todd created Clickfunnels. So listen here to find out how Russell went from nearly bankrupt to amazing success with Clickfunnels within just a few years. ---Transcript--- Hey everyone this is Russell again. Welcome to the next episode of Marketing Secrets. This is part two of the One Funnel Away presentation. I hope you enjoyed yesterday’s episode. If you did like it I hope you have shared it and told people to go listen to it. Today is going to be the exciting conclusion of Russell’s bankruptcy and failure stories. I hope you enjoy it, it should be a lot of fun. Listen to it online at marketingsecrets.com, you can watch it, there’s a video there, you can share and see the actual presentation there as well. I hope this helps you, hope it gives you faith and hope in what you’re doing, what you’re creating and where you are trying to go with your business and people’s lives you are going to serve. With that said, enjoy my failures, I hope you guys have a good time with it, see you guys soon. Bye. Now the pros and the cons of this. The pros, this is really, really awesome. As a beginning entrepreneur I was like, we nailed, lets scale this thing. I probably shouldn’t have done some of this stuff, but we got excited. If this worked here, we should hire more people. We started this and we went from this little thing with 5 or 6 of us to 2 years later we had about a 100 people operation, where this is the model we were doing. Cd’s calling them on the phone, selling coaching, having continuity and it grew really big. During that time there were some really positive things that came from it, some negative things, some ups and downs, and I’ll share a lot of those things. One cool thing is that while this was happening and it was going really well, my name got out there, so I got a chance to go speak a lot, which is cool. I’d seen a lot of other people speak from stage, and this is where I’ve told you guys this story, anyone who’s gone from Perfect Webinar, I spent about 2 1/2 , 3 years on the road going to seminars, standing in front of a bunch of people like this, talking and trying to sell something and nothing happening, it’s a really horrible feeling. Has anyone done that before? My first presentation was on a stage like this, probably had 300 people in the room. I did the presentation and tried to do what speakers do and close, hope everyone runs to the back. Nobody budged and then the guy forgot to turn the music on and it was crickets and I was just awkwardly walking off the stage, and then running. I was so embarrassed, when you have those events that are multi-speaker events and all the speakers are selling and everyone is bragging about their numbers, I knew that I didn’t want them to ask me my numbers, because not one person signed up, so I hid in my hotel room. I remember ordering coconut shrimp and Haagen Dazs Ice cream for every meal for the next two days, while I hid in the room eating it and watching movies because I didn’t want to go back downstairs. It was really bad and awesome at the same time, because coconut shrimp and Haagen Dazs is awesome. But I did that and learned how not to sell and then I started learning from some amazing speakers and people, learning the process and how it works. All the stuff we talk about in the Perfect webinar, all the stuff we talked about day one, about creating belief and breaking belief patterns. All those things I learned on the road in front of people on stage. It was scary, but it was such a good time for me to learn it and understand that part of the process. As we started to grow, I wanna make sure I cover all the cool things, we had a bunch of different offers we came out with. One of the ones that was more successful for us was a front end offer like this, called Micro Continuity. How many of you guys remember Micro Continuity? This is awesome. So this is the one, it’s probably 8 years ago now. We put it on an MP3 player from Hong Kong, it had 6 hours of this training and that was the funnel we put through. We kept creating front end funnels to get people into this program and it worked awesome. We grew the company from nothing to 3 or 4 million dollars a year and it was doing awesome. At the time I started looking at other people in my industry. Hopefully one of you guys will get a good idea from this one. I had this funnel, we talk about the value ladder, I had this really cool value ladder here and I was ascending people up and I realized that I was the only person in the market that had a real value ladder. Everyone else was kind of doing stuff down here and that was it. I was the only person selling really expensive stuff. So I started calling my friends. I called Mike Filsame, “Hey man, all of our customers, we call them and sell them these $5000 things, and lots of people buy that. You should do that.” And he’s like, “I don’t want a call center.” And I was like, “Do you want us to call your customers and sell it?” and he’s like, “Yeah.” So we hooked up with Mike and became his backend. I called up Frank Kern and same thing, we became his backend for a little while. We started calling up a whole bunch of people and then we started becoming the backend. So all these people had frontend funnels and we became the backend for a lot of them. That’s how we took the company from 3 or 4 million dollars to 10 million dollars and it became really big. I was going to say big and fun, but I don’t think it became that at all. It became really big. We had 100 employees, we had 60 people on phones in a big, huge call center. We had 20 people doing coaching for all the things we were selling and then had about 20 people driving leads and customers and stuff like that. It got really big, and I don’t know if you guys notice this, but I’m really good and selling and stuff, but really bad at the management of stuff. I was not good at managing all these people and it kind of started getting too big. This is about the time, I was telling you guys, if you read the Dotcom Secrets book, I started waking up and was like, “I do not like what I created.” I got so excited that I started building this thing and then one day I woke up and was like, huh, do I really want to do this? I think half the conversations I have with inner circle members when they first come in is this, “Do you really want to build this business? Yes, that would work, but sometimes it’s horrible when you get there. Think it through. What do I actually want to do? Who do I want to become? Who do I want to be when I grow up?” Luckily during that time, it was probably one of the most painful times in my life, but looking back now, it was probably one of the most important times in my life. We had this huge operation and everything was working and then one day in January, literally 11:30 in the morning, one of my sales guys came in and said, “I’m trying to run a credit card and it’s not working. I’m not sure what’s wrong.” I’m like, “That’s weird. Try one of the other merchant accounts, maybe there’s something there.” then someone else came in, “Hey all the continuity orders are failing, I’m not sure why.” Three or four people came in and I’m like, “What’s happening?” I logged into the backend system and not….at 11:37 or something like that, every sale stopped. No sales. I was like, what is happening. I was freaking out so I called our merchant account company and there’s a busy signal. I call again, busy. Call again, busy. I can’t get a hold of anybody and all the sudden I start hearing from friends. “Dude, everything got shut down. Are you still able to process?” I’m like, “No, what’s happening.” “I don’t know, I don’t know.” And soon I found out that it wasn’t me, I eventually found out that it was 3 or 400 people at the same time. Anyone who was doing any kind of continuity stuff, the merchant accounts basically came in and said, “Look, we think what you guys are doing might be illegal and we’re shutting all of you guys down and you’re guilty until proven innocent.” I was like, “What? I’ve got 100 people that I’m feeding. 100 people and their families, it turns into 100’s of people. You can’t just stop processing.” Finally after an hour I get through to somebody and the lady on the phone says, “Yep, we shut you down. Good luck ever getting another merchant account ever again. I gotta go.” Boom and hung up on me. I was like, “What?” at the time I thought I had diversity. We had 9 merchant accounts, all through one company, different merchant accounts but all through one bank. I found out that is the equivalent of having one. Which is why I’m a big believer now in having multiple merchant accounts in multiple different banks, which is a lesson hopefully for everybody. If you don’t know Alex Rowe yet, I don’t know if Alex is in here. But meet Alex, he’s the man who can get you hooked up with lots of merchant accounts. He’s done that for us, he’s amazing. But it was bad, finally we got a hold of these guys and I’m trying to figure some things out. Basically they said, “You’ve got to prove that you are a good guy.” So we went through, it took us two weeks for them to go through all our stuff, look at our documentation, look at all of our stuff. Two weeks, and they came back and said, “You’re right. You’re doing everything clean, everything is above board. We’ll turn your merchant accounts back on and you’re good to go.” I’m like, “Sweet.” And during that time, when there’s that kind of instability, sales guys are freaking out, they can’t handle any kind of instability, they’re leaving like crazy. People are walking out the door. I was freaking out, we had all this payroll and no money coming in, so I’m paying it out of my own pocket, everything to just keep things afloat. Going through this process it’s getting scarier and scarier and finally the merchant accounts are back on, you’re a good guy. So you guys, we gotta do a launch really quick to make a bunch of money. So we put together this huge launch and push it out to our customer list and in a weekend we made $250,000, and I was like, “Thank you.” That’s so great. Monday we should get the money, we can pay payroll, I’m telling everyone, “Tell your wives and kids we’ll have money soon. It’s coming I promise. It’s in the bank, going to be here any day now.” And the money didn’t come. Monday it didn’t come, Tuesday it didn’t come, Wednesday it didn’t come. By Thursday I’m calling, “Where’s our money? We need this money.” The guy looks at the account, “It’s definitely in there.” I’m like, “When’s it coming to our bank?” He’s like, “Well it’s not going to come to your bank.” And I’m like, “Why not?” and he’s like, “You’re on 100% reserve so we keep 100% of your money.” I was like, “What? That’s not good for me or for anybody. How am I supposed to be in business? I got people to pay.” He’s like, “That’s just how it works. The good news is that it looks like you are a legitimate company. No one’s charging back or refunding this money that we’ve collected so far, so what we’ll do is drop you down to 10% reserve.” I’m like, “Ah, thank heavens.” He’s like, “But the $250,000 you collected in the last week, we’re keeping that for the next 6 months as collateral to make sure nothing bad happens.” I’m like, are you kidding me. We gotta create another funnel. So we make another thing, push it out there, make some money. We start paying payroll for whatever we can but everything’s collapsing around me. That started in January and that started happening at the same time we’re trying to find other merchant accounts at other banks. And all these other banks are like, “Oh yeah, we’re cool. Come in, we’ll give you a merchant account. This is how it works, you gotta make $100,000 a month.” I’m like, “Cool, we’re going to do that in like 2 days. I’m going to need 4 merchant accounts. We can make money. We just need you to give it to us after we make it.” They’re like, “We’re cool, we’re good at that, don’t worry.” So okay, cool. We get a merchant account, get it all setup, drove a bunch of traffic, and twice we made over the $100,000 a month we were allowed within a day, day and a half, and they froze our accounts and said, “You made too much money too fast. We’re freezing your accounts. We’ll give this money back to you in 6 months.” I’m like, “6 months? Please stop doing this to me.” We ended up with 4 or 500,000 dollars locked up in merchant accounts and it kept getting worse and worse throughout this whole year. It was the hardest year of my life. It kept going down. Every single day I’m laying off friends and family members and people who I loved and cared about and I’m coming in, “I don’t know what to do man. I’m so sorry. I gotta let you go.” It was such a dark time in my life with thing after thing after thing. I wish I could say from there it got better. That was an entire year, the next January started and one of our friends was doing an event in Vegas, I’m like, “I’m going to go out there and see what everyone…. I gotta re figure out my whole business. Everything’s completely collapsed.” At the time, by the way, we were in this big, huge office we had rented, that we were leasing. I think it was 20,000 square feet because we all the call center and stuff. I went to the landlord and I’m like, “Hey man, I can’t afford to pay you anymore.” And he’s like, “Okay, well we’ve got a 3 year contract. If you don’t pay me, I’m going to sue you and you’re probably going to end up in jail.” Are you kidding me dude, I’m trying. He would not work with me at all, I had all this fear behind that. So I’m in Vegas a year later, trying to ask friends what’s happening, what they’re doing in their business, and they’re trying to tell me their stories. I’m like, this is, I don’t even know what to do. That night I got an email on my phone from my dad, I opened the email and it was a shot in a gut. Probably the worst second in my life, that I read that. The email said, “Hey Russell. I’m so sorry.” My dad was doing my books at the time, but we had a bookkeeper in the office, and the bookkeeper was trying her best, but she didn’t know. She knew we were struggling and she didn’t want to stress me out, so she didn’t tell me how much we were struggling. It turns out what she had been doing is she had been paying the bills she could, and the one’s she couldn’t she was trying to not pay them and delay them. And to hide it from my dad and everyone else she was saying in Quickbooks that she paid bills, but then not actually paying them. So it looked like it was clear. But he had gone through and audited it and found out that she hadn’t paid payroll taxes in almost a year. In the email my dad said, “Just so you know payroll taxes aren’t something where they fine you. If you don’t pay payroll taxes you’re going to go to jail. It’s over $150,000 you owe in payroll taxes.” I was like, that’s the end. It had been an entire year. Every penny I had ever earned was gone. All my people in my teams, it had all fallen apart. I’m sitting there like, “I don’t know what to do.” The next morning I got on a flight from Vegas back to Boise. I get there and walk in and the call center is empty, all the guys are gone. There’s two people that are left and they said, “Just so you know, the call center across the road just recruited us and we all left. We’re out, see ya.” They walked out. I was like, “I owe the government $150,000, I have no one to help me sell. I don’t know what to do.” I want to quit, so bad I want to quit. But if I quit I go to jail. I also sold coaching to a lot of people I cared about, if I quit all these people that bought coaching from me, I can’t help them. That’s not right. That’s not the right thing to do. I don’t know what to do. So I went to a bankruptcy lawyer, “How does this work man? I don’t know what to do. I gotta figure this out.” I kind of explained the whole process, told him about my lease. “The landlord says he’ll come after me, the government’s going to come after me. I don’t know what to do.” And he’s like, “The best thing to do is, I should come with you to your landlord and explain that you’re going into bankruptcy and maybe they’ll be nice to you.” So I’m like, “Alright.” He’s like, “Do you have any money?” I’m like, “No.” and he’s like, “What do you got in your pocket?” I was like, “100 bucks.” And he’s like, “Cool, give me $100 and I’ll come and I’ll tell the landlord you’re going bankrupt.” I’m like, “Alright man, here you go.” So he comes with me, which is actually the best $100 I ever spent. He comes with me to the landlord and he’s like, “Russell’s screwed man, he’s going through bankruptcy. He just hired me. He can’t pay you. You can come after him, but he’s done.” It was this old man, he’s like, “He’s done. The Government’s coming after him. You’re screwed, don’t even try.” And basically convinced our landlord that it was a useless cause. So the landlord was like, “Alright, be out by Friday.” And we had a big space with office cubicles and phones and craziness. So I’m like, “Okay, we’ll be out by Friday.” But 90% of my team was gone at this point. From 100 employees down to about 7 or 8. The few people that stuck by me, people like Brent Coppieters, love that guy to death. Brent and John and some of the people back then, Brent had taken a pay cut, a 50% pay cut and never…..amazing people. So the few of us that were left, we were packing up stuff, we put up ads on Craiglist, we got tons of computer and crap, things we’d spent hundreds of thousands of dollars for, we were selling for hundreds of dollars just to get out of it. We made I don’t know, maybe 5 or 6 grand on all of our crap, getting rid of it. We had a huge dumpster, just throwing away everything we had ever created because we had to downsize. Trying to figure out how to get into a smaller building and how do we keep the people we have to have to be able to fulfill on coaching. We have to cut everything else that we have. So we were downsizing everything, going out and the night we were moving, that Friday we were supposed to be out at midnight or whatever it was, I was sitting in the office, the desks were gone, everything was gone, all I had left was my laptop. I was sitting there, I had my socks on, I had some levi’s and I had no money. I was like, “We have to make some money or else we can’t even move into…I don’t know how to do anything.” So I sent out an email to my list I had at the time, got a bunch of people to register for a webinar. I was sitting there in a chair with my laptop on my lap, doing a webinar, praying that something would happen. And that webinar saved us. That webinar made $150,000 in sales over the next 3 or 4 days, which gave me the money I needed to pay everyone to not leave, get a new office, get us moved in and get us stability so we could actually breath for a few minutes and figure out the next step, what do we want to be when we grow up. So we downsized from 20,000 square feet to 2,000 square feet. And we had this really cool moment where we’re like, “What do we want to do when we grow up? What do we want to be?” And as painful as that process was, it was one of the coolest things ever because we didn’t have to keep going on this path. We could pick anything. That’s when I started thinking about, who’s our dream customer? Who do we really want to serve? What fires us up? What gets us excited? And we started thinking through that and during this process, we started creating again and having fun. What should we do? I had a friend at the time who he had this website that was making him 2 or 3 thousand dollars a month and he got in some trouble, and I had a couple things making a little money at the time and he’s like, “I need to get rid of this site. Can you pay me some money?” So I paid him $20,000, he gave me this little website. This little machine that you zap and it gets rid of cold sores, and on autopilot it was making 2 or 4 thousand dollars a month and I was like, “Oh this is so cool.” So we had this little thing and I was like, “That little business just kind of runs. What if we had another one.” So we started creating other ones. We had one in the couponing market, we set it up and had a guru in there, it started running and making money. Then we’re like, “What’s another one?” we did one with weight loss, and another. And in a year’s time we launched 12 different companies, each making different amounts of money. During that time is when we launched Neurocel, our supplement company, all these things were happening and it was starting to get exciting again. We were creating we were doing, doing the business instead of teaching the business, which was so much fun for us to do, to learn and see why this stuff works in this market, but not this market. One of the things that would drive me crazy about teachers in my industry is that they come in and act like the marketing techniques that work in one space work everywhere. And I learned during that two or three period of time that that’s not true. Everything’s different. There’s intricacies in couponing versus business versus weight loss versus diet versus supplements. There’s differences and I came to respect that because we had a chance to do it in so many different businesses and different things. We spent the next two or three years creating stuff and during that process, one of the really cool things is I go to Flipa.com all the time and try to find cool websites we could buy and turn to businesses. And there’s a website called championsound.com that was for sale. And it was this cool little email, text message auto responder for bands. I was like, “I’m going to buy that and we’re going to take it and niche it for every market. We’ll make email auto responders and text message auto responders for dentists, or chiropractors.” I was so excited. It was 20 grand, we didn’t have that much money but I was like this is the future of our company. We have to do it. So we ended up buying this website from these guys off Flipa. We get the website and we’re trying to transfer it to our servers after we paid them the 20 thousand dollars. And as they’re trying to transfer it, they’re like, “You can’t have the Linux server, you need the Ruby server.” I’m like, “What does that mean?” They’re like, “It means that this is not coded in PHP, it’s coded in Ruby on Rails. You have to have a different kind of server.”I’m like, “What does that mean?” “It means you have to go over here and pay $800 a month for a new server.” Are you kidding me, I don’t have $800 a month for a server. But we bought this thing, so we did and they installed it. Then it didn’t really work. I didn’t know what to do. None of my tech guys had ever used Ruby on Rails so I went to Odesk to hire some guys and they couldn’t fix it. I tried 5 or 6 guys and finally I was like, I wasted 20 grand. I was so upset and frustrated because I didn’t have that money. On the way out of the office one day I was like, “I wonder if anyone on my list knows Ruby on Rails?” shot in the dark, I have no idea. So I send the email out to my little list at the time. Subject line was like, “Ruby on Rails, looking for a partner. If you know Ruby on Rails, I’m looking for a partner.” I said basically the story I just told you guys, “bought this thing, can’t make it work, if you know Ruby on Rails, become my partner, we’ll make a bunch of money with this thing together.” Sent the email out. About an hour later I get an email from this guy in Georgia named Todd Dickerson, and Todd’s like, “Hey man, I know Ruby.” I’m like, “You do?” I looked at his picture and I was like, “You don’t look like a nerd. I don’t think you do.” And then I went to Facebook and I Facebook friended him, it was actually six years ago last week. I Facebook Friended him and he’s got a beautiful wife, he’s got a daughter. I’m like I don’t think he’s a coder. I don’t know if I believe that. He’s like, “Yeah man, shoot me the login, I’ll fix it.” I was like, “Whatever I have had 8 guys try to fix it for the last 4 or 5 months and nobody can do it. Whatever, here’s the login.” So he logs in and an hour later he’s like, “Okay, done. It’s fixed.” I was like, “What?” and he’s like, “Yeah, I got it fixed. I just did blah blah blah. And it worked.” I’m like, “Dude, how did you do that?” and he’s like, “I just love Ruby on Rails. I’m amazing.” He didn’t say that, he’s super humble. But I was like, this guy’s amazing. I’m like, “I have all these other things. Want to help me with these other things?” So Todd came and we started working on this other project. We had an idea for an auto webinar, Todd built out the software behind the scenes, which was Clickfunnels verson 0.0, pre-everything. He built this auto webinar software because Mike Filsame had been talking about auto webinars. Rick Shephard had put in a webinar report. A couple of guys had started talking about auto webinars but nobody had done one. No one was really doing them. So Todd custom built this whole platform so we could do them, we launched an auto webinar through that and in that auto webinar we made a million dollars in 90 days. The first thing I did from that million dollars is took the money and paid off the IRS and I was like, I’m free. I’m not going to jail. The IRS is paid off, the fines are paid off. That auto webinar literally saved me, literally gave me freedom. Up to that point every night when I went to bed at night I was like they could come knock on my door. I have not paid payroll tax in that long. And that webinar freed us. We kept doing thing after thing, and what’s funny with Todd and Dylan used to design half of these things, just the contract, he’d design these pages and Todd would take them and code them up and make these funnels. He did funnel after funnel after funnel. We probably had 15 different companies, within those company 2 or 3 funnels. We probably had 40 funnels we built over, thing after thing after thing. And the last funnel we actually built the old school way was the Neurocel funnel. That’s one of the ones that blew up big and made tons of sales, we were having a bunch of fun with it and about that time is when Todd was like, “We should really create something so I don’t have to keep creating websites for you every single day.” And that was where the idea came for Clickfunnels. So we started that project in front of a whiteboard, like we talked about yesterday. We mapped this whole thing, and Todd went to work to build Clickfunnels and we partnered with Dylan to build the editor and the UI. And then fast forward 7 or 8 months later, we came and we were like this thing is going to change the world. I was so excited. I was like, “We’re going to do a free trial.” And I think the very first month our goal was to get 10,000 members the first month. I’m like, this is going to be the greatest thing in the world. So we put it out there we created the first funnel, had all the stuff in there, there was a free trial, we had a bunch of people lined up to promote it, we launched it, there were crickets. People came and then left. I was like, “Dude, do you not understand what I’m giving you? I made that page you’re looking at, it’s really good.” Nobody got it, why don’t they get it? There’s something wrong with my messaging. So we changed the funnel again, launched it again, a few of you guys signed up and that was it. They hit it and then they left. We tried again and again. We rebuilt that funnel not once or twice or three times or four times or five times. It was six times it took us before the Clickfunnels funnel worked. The sixth time was because one of my friends, Mike Filsame invited me out to his event and he’s like, “Hey Russell, I want you to come and sell Clickfunnels, I think it’s awesome.” I was like, “Dude, Mike, nobody’s buying Clickfunnels. We gotta figure out our next deal or figure out something because it’s not working.” He’s like, “No, my people need it, you need to come speak on it. You gotta sell it for $1000.” I’m like, “It’s a free trial and nobody even wants it.” So Mike’s event was happening that weekend, I was literally sitting in my office watching the event streaming and as I was sitting there I started writing my webinar and I had my slides open, I was following the Perfect Webinar script that I had been working on for ten years. I started filling in the blanks, started making this webinar, true to the Perfect Webinar Script. I literally was watching it, adding the things in while watching Mike’s event happen. That day I finished the slides, next morning I jumped in a plane and flew there. Got to California, put the slides up on the thing, okay here we go. I started it and the title slide was “My weirdness funnel is currently make $17,947 per day”, talking about the Neurocel funnel and how you can knock it off in less than ten minutes. Showed the first slide, started going through and when we got to the end, got to the stack and the close, we did it and 30% of the room jumped up and ran to the back, jumping over the tables, fighting to get back there. I was like, we did it. That was the message, that was the key. Now I know how to sell Clickfunnels. We took that message, went back and as a lot of you guys know, especially inner circle members, we started doing webinars every single day, sometimes two a day. One time I did three in a day, which was really hard. Over and over again, I did that webinar live over 70 times over the next year and a half and we went from being a startup with no members to after the end of last year we had over 10,000 members, after this year we have over 30,000 members and it’s continued to grow and grow and grow. And it was that one funnel that changed everything for me. So this process, for all of us you guys, is an up and a down. It’s always happening and all of you guys are somewhere in this wave right now. Some of you guys are at the top riding it, some of you guys are at the bottom going to crash. Some of you guys are somewhere in between. Always going up and down, but if nothing else at this event, I want you guys to all understand that no matter where you are, there’s hope. It might not be this funnel. I can’t tell you how many funnels flopped. I guarantee I have failed at more funnels than anyone else in this room because we tried over and over and over again. Because of that we found out what worked. The only way to do that is to do it over and over and over again. It’s a lot easier now, I promise you it’s a lot easier than what we used to do. Poor Todd and Dylan had to custom code every single thing, every single time. Now you can test things really fast. The first time I met Trey, first call he said, “Russell, I’m going to launch a funnel a week, every single week.” And I watched as he launched a funnel, and another funnel and another funnel, he had some marginal success, a little success, more success, more success. I saw him launch a funnel last year, one funnel and within 90 days became the biggest selling funnel in the history of the world. I was talking to some of the guys at affiliate summit. They said there’s never been a funnel that’s made more money in a shorter period of time than one of Trey’s funnels. I’m not privy to share all his numbers and stats, but it was insane. And it came from doing a funnel a week until he hits the one that just explodes. You don’t know what that’s going to be. It’s important, that’s why this tool is so important. Because you can do that, you can test and try over and over and over again.

You’re just one funnel away… On this special two part episode you will hear the second part of Russell’s “One Funnel Away” presentation from Funnel Hacking Live. In this episode you’ll hear: How Russell nearly lost everything when his merchant accounts closed. Why Russell didn’t know he hadn’t paid Payroll taxes in a year and could have gone to jail. And how Russell turned it all around and along with Todd created Clickfunnels. So listen here to find out how Russell went from nearly bankrupt to amazing success with Clickfunnels within just a few years. ---Transcript--- Hey everyone this is Russell again. Welcome to the next episode of Marketing Secrets. This is part two of the One Funnel Away presentation. I hope you enjoyed yesterday’s episode. If you did like it I hope you have shared it and told people to go listen to it. Today is going to be the exciting conclusion of Russell’s bankruptcy and failure stories. I hope you enjoy it, it should be a lot of fun. Listen to it online at marketingsecrets.com, you can watch it, there’s a video there, you can share and see the actual presentation there as well. I hope this helps you, hope it gives you faith and hope in what you’re doing, what you’re creating and where you are trying to go with your business and people’s lives you are going to serve. With that said, enjoy my failures, I hope you guys have a good time with it, see you guys soon. Bye. Now the pros and the cons of this. The pros, this is really, really awesome. As a beginning entrepreneur I was like, we nailed, lets scale this thing. I probably shouldn’t have done some of this stuff, but we got excited. If this worked here, we should hire more people. We started this and we went from this little thing with 5 or 6 of us to 2 years later we had about a 100 people operation, where this is the model we were doing. Cd’s calling them on the phone, selling coaching, having continuity and it grew really big. During that time there were some really positive things that came from it, some negative things, some ups and downs, and I’ll share a lot of those things. One cool thing is that while this was happening and it was going really well, my name got out there, so I got a chance to go speak a lot, which is cool. I’d seen a lot of other people speak from stage, and this is where I’ve told you guys this story, anyone who’s gone from Perfect Webinar, I spent about 2 1/2 , 3 years on the road going to seminars, standing in front of a bunch of people like this, talking and trying to sell something and nothing happening, it’s a really horrible feeling. Has anyone done that before? My first presentation was on a stage like this, probably had 300 people in the room. I did the presentation and tried to do what speakers do and close, hope everyone runs to the back. Nobody budged and then the guy forgot to turn the music on and it was crickets and I was just awkwardly walking off the stage, and then running. I was so embarrassed, when you have those events that are multi-speaker events and all the speakers are selling and everyone is bragging about their numbers, I knew that I didn’t want them to ask me my numbers, because not one person signed up, so I hid in my hotel room. I remember ordering coconut shrimp and Haagen Dazs Ice cream for every meal for the next two days, while I hid in the room eating it and watching movies because I didn’t want to go back downstairs. It was really bad and awesome at the same time, because coconut shrimp and Haagen Dazs is awesome. But I did that and learned how not to sell and then I started learning from some amazing speakers and people, learning the process and how it works. All the stuff we talk about in the Perfect webinar, all the stuff we talked about day one, about creating belief and breaking belief patterns. All those things I learned on the road in front of people on stage. It was scary, but it was such a good time for me to learn it and understand that part of the process. As we started to grow, I wanna make sure I cover all the cool things, we had a bunch of different offers we came out with. One of the ones that was more successful for us was a front end offer like this, called Micro Continuity. How many of you guys remember Micro Continuity? This is awesome. So this is the one, it’s probably 8 years ago now. We put it on an MP3 player from Hong Kong, it had 6 hours of this training and that was the funnel we put through. We kept creating front end funnels to get people into this program and it worked awesome. We grew the company from nothing to 3 or 4 million dollars a year and it was doing awesome. At the time I started looking at other people in my industry. Hopefully one of you guys will get a good idea from this one. I had this funnel, we talk about the value ladder, I had this really cool value ladder here and I was ascending people up and I realized that I was the only person in the market that had a real value ladder. Everyone else was kind of doing stuff down here and that was it. I was the only person selling really expensive stuff. So I started calling my friends. I called Mike Filsame, “Hey man, all of our customers, we call them and sell them these $5000 things, and lots of people buy that. You should do that.” And he’s like, “I don’t want a call center.” And I was like, “Do you want us to call your customers and sell it?” and he’s like, “Yeah.” So we hooked up with Mike and became his backend. I called up Frank Kern and same thing, we became his backend for a little while. We started calling up a whole bunch of people and then we started becoming the backend. So all these people had frontend funnels and we became the backend for a lot of them. That’s how we took the company from 3 or 4 million dollars to 10 million dollars and it became really big. I was going to say big and fun, but I don’t think it became that at all. It became really big. We had 100 employees, we had 60 people on phones in a big, huge call center. We had 20 people doing coaching for all the things we were selling and then had about 20 people driving leads and customers and stuff like that. It got really big, and I don’t know if you guys notice this, but I’m really good and selling and stuff, but really bad at the management of stuff. I was not good at managing all these people and it kind of started getting too big. This is about the time, I was telling you guys, if you read the Dotcom Secrets book, I started waking up and was like, “I do not like what I created.” I got so excited that I started building this thing and then one day I woke up and was like, huh, do I really want to do this? I think half the conversations I have with inner circle members when they first come in is this, “Do you really want to build this business? Yes, that would work, but sometimes it’s horrible when you get there. Think it through. What do I actually want to do? Who do I want to become? Who do I want to be when I grow up?” Luckily during that time, it was probably one of the most painful times in my life, but looking back now, it was probably one of the most important times in my life. We had this huge operation and everything was working and then one day in January, literally 11:30 in the morning, one of my sales guys came in and said, “I’m trying to run a credit card and it’s not working. I’m not sure what’s wrong.” I’m like, “That’s weird. Try one of the other merchant accounts, maybe there’s something there.” then someone else came in, “Hey all the continuity orders are failing, I’m not sure why.” Three or four people came in and I’m like, “What’s happening?” I logged into the backend system and not….at 11:37 or something like that, every sale stopped. No sales. I was like, what is happening. I was freaking out so I called our merchant account company and there’s a busy signal. I call again, busy. Call again, busy. I can’t get a hold of anybody and all the sudden I start hearing from friends. “Dude, everything got shut down. Are you still able to process?” I’m like, “No, what’s happening.” “I don’t know, I don’t know.” And soon I found out that it wasn’t me, I eventually found out that it was 3 or 400 people at the same time. Anyone who was doing any kind of continuity stuff, the merchant accounts basically came in and said, “Look, we think what you guys are doing might be illegal and we’re shutting all of you guys down and you’re guilty until proven innocent.” I was like, “What? I’ve got 100 people that I’m feeding. 100 people and their families, it turns into 100’s of people. You can’t just stop processing.” Finally after an hour I get through to somebody and the lady on the phone says, “Yep, we shut you down. Good luck ever getting another merchant account ever again. I gotta go.” Boom and hung up on me. I was like, “What?” at the time I thought I had diversity. We had 9 merchant accounts, all through one company, different merchant accounts but all through one bank. I found out that is the equivalent of having one. Which is why I’m a big believer now in having multiple merchant accounts in multiple different banks, which is a lesson hopefully for everybody. If you don’t know Alex Rowe yet, I don’t know if Alex is in here. But meet Alex, he’s the man who can get you hooked up with lots of merchant accounts. He’s done that for us, he’s amazing. But it was bad, finally we got a hold of these guys and I’m trying to figure some things out. Basically they said, “You’ve got to prove that you are a good guy.” So we went through, it took us two weeks for them to go through all our stuff, look at our documentation, look at all of our stuff. Two weeks, and they came back and said, “You’re right. You’re doing everything clean, everything is above board. We’ll turn your merchant accounts back on and you’re good to go.” I’m like, “Sweet.” And during that time, when there’s that kind of instability, sales guys are freaking out, they can’t handle any kind of instability, they’re leaving like crazy. People are walking out the door. I was freaking out, we had all this payroll and no money coming in, so I’m paying it out of my own pocket, everything to just keep things afloat. Going through this process it’s getting scarier and scarier and finally the merchant accounts are back on, you’re a good guy. So you guys, we gotta do a launch really quick to make a bunch of money. So we put together this huge launch and push it out to our customer list and in a weekend we made $250,000, and I was like, “Thank you.” That’s so great. Monday we should get the money, we can pay payroll, I’m telling everyone, “Tell your wives and kids we’ll have money soon. It’s coming I promise. It’s in the bank, going to be here any day now.” And the money didn’t come. Monday it didn’t come, Tuesday it didn’t come, Wednesday it didn’t come. By Thursday I’m calling, “Where’s our money? We need this money.” The guy looks at the account, “It’s definitely in there.” I’m like, “When’s it coming to our bank?” He’s like, “Well it’s not going to come to your bank.” And I’m like, “Why not?” and he’s like, “You’re on 100% reserve so we keep 100% of your money.” I was like, “What? That’s not good for me or for anybody. How am I supposed to be in business? I got people to pay.” He’s like, “That’s just how it works. The good news is that it looks like you are a legitimate company. No one’s charging back or refunding this money that we’ve collected so far, so what we’ll do is drop you down to 10% reserve.” I’m like, “Ah, thank heavens.” He’s like, “But the $250,000 you collected in the last week, we’re keeping that for the next 6 months as collateral to make sure nothing bad happens.” I’m like, are you kidding me. We gotta create another funnel. So we make another thing, push it out there, make some money. We start paying payroll for whatever we can but everything’s collapsing around me. That started in January and that started happening at the same time we’re trying to find other merchant accounts at other banks. And all these other banks are like, “Oh yeah, we’re cool. Come in, we’ll give you a merchant account. This is how it works, you gotta make $100,000 a month.” I’m like, “Cool, we’re going to do that in like 2 days. I’m going to need 4 merchant accounts. We can make money. We just need you to give it to us after we make it.” They’re like, “We’re cool, we’re good at that, don’t worry.” So okay, cool. We get a merchant account, get it all setup, drove a bunch of traffic, and twice we made over the $100,000 a month we were allowed within a day, day and a half, and they froze our accounts and said, “You made too much money too fast. We’re freezing your accounts. We’ll give this money back to you in 6 months.” I’m like, “6 months? Please stop doing this to me.” We ended up with 4 or 500,000 dollars locked up in merchant accounts and it kept getting worse and worse throughout this whole year. It was the hardest year of my life. It kept going down. Every single day I’m laying off friends and family members and people who I loved and cared about and I’m coming in, “I don’t know what to do man. I’m so sorry. I gotta let you go.” It was such a dark time in my life with thing after thing after thing. I wish I could say from there it got better. That was an entire year, the next January started and one of our friends was doing an event in Vegas, I’m like, “I’m going to go out there and see what everyone…. I gotta re figure out my whole business. Everything’s completely collapsed.” At the time, by the way, we were in this big, huge office we had rented, that we were leasing. I think it was 20,000 square feet because we all the call center and stuff. I went to the landlord and I’m like, “Hey man, I can’t afford to pay you anymore.” And he’s like, “Okay, well we’ve got a 3 year contract. If you don’t pay me, I’m going to sue you and you’re probably going to end up in jail.” Are you kidding me dude, I’m trying. He would not work with me at all, I had all this fear behind that. So I’m in Vegas a year later, trying to ask friends what’s happening, what they’re doing in their business, and they’re trying to tell me their stories. I’m like, this is, I don’t even know what to do. That night I got an email on my phone from my dad, I opened the email and it was a shot in a gut. Probably the worst second in my life, that I read that. The email said, “Hey Russell. I’m so sorry.” My dad was doing my books at the time, but we had a bookkeeper in the office, and the bookkeeper was trying her best, but she didn’t know. She knew we were struggling and she didn’t want to stress me out, so she didn’t tell me how much we were struggling. It turns out what she had been doing is she had been paying the bills she could, and the one’s she couldn’t she was trying to not pay them and delay them. And to hide it from my dad and everyone else she was saying in Quickbooks that she paid bills, but then not actually paying them. So it looked like it was clear. But he had gone through and audited it and found out that she hadn’t paid payroll taxes in almost a year. In the email my dad said, “Just so you know payroll taxes aren’t something where they fine you. If you don’t pay payroll taxes you’re going to go to jail. It’s over $150,000 you owe in payroll taxes.” I was like, that’s the end. It had been an entire year. Every penny I had ever earned was gone. All my people in my teams, it had all fallen apart. I’m sitting there like, “I don’t know what to do.” The next morning I got on a flight from Vegas back to Boise. I get there and walk in and the call center is empty, all the guys are gone. There’s two people that are left and they said, “Just so you know, the call center across the road just recruited us and we all left. We’re out, see ya.” They walked out. I was like, “I owe the government $150,000, I have no one to help me sell. I don’t know what to do.” I want to quit, so bad I want to quit. But if I quit I go to jail. I also sold coaching to a lot of people I cared about, if I quit all these people that bought coaching from me, I can’t help them. That’s not right. That’s not the right thing to do. I don’t know what to do. So I went to a bankruptcy lawyer, “How does this work man? I don’t know what to do. I gotta figure this out.” I kind of explained the whole process, told him about my lease. “The landlord says he’ll come after me, the government’s going to come after me. I don’t know what to do.” And he’s like, “The best thing to do is, I should come with you to your landlord and explain that you’re going into bankruptcy and maybe they’ll be nice to you.” So I’m like, “Alright.” He’s like, “Do you have any money?” I’m like, “No.” and he’s like, “What do you got in your pocket?” I was like, “100 bucks.” And he’s like, “Cool, give me $100 and I’ll come and I’ll tell the landlord you’re going bankrupt.” I’m like, “Alright man, here you go.” So he comes with me, which is actually the best $100 I ever spent. He comes with me to the landlord and he’s like, “Russell’s screwed man, he’s going through bankruptcy. He just hired me. He can’t pay you. You can come after him, but he’s done.” It was this old man, he’s like, “He’s done. The Government’s coming after him. You’re screwed, don’t even try.” And basically convinced our landlord that it was a useless cause. So the landlord was like, “Alright, be out by Friday.” And we had a big space with office cubicles and phones and craziness. So I’m like, “Okay, we’ll be out by Friday.” But 90% of my team was gone at this point. From 100 employees down to about 7 or 8. The few people that stuck by me, people like Brent Coppieters, love that guy to death. Brent and John and some of the people back then, Brent had taken a pay cut, a 50% pay cut and never…..amazing people. So the few of us that were left, we were packing up stuff, we put up ads on Craiglist, we got tons of computer and crap, things we’d spent hundreds of thousands of dollars for, we were selling for hundreds of dollars just to get out of it. We made I don’t know, maybe 5 or 6 grand on all of our crap, getting rid of it. We had a huge dumpster, just throwing away everything we had ever created because we had to downsize. Trying to figure out how to get into a smaller building and how do we keep the people we have to have to be able to fulfill on coaching. We have to cut everything else that we have. So we were downsizing everything, going out and the night we were moving, that Friday we were supposed to be out at midnight or whatever it was, I was sitting in the office, the desks were gone, everything was gone, all I had left was my laptop. I was sitting there, I had my socks on, I had some levi’s and I had no money. I was like, “We have to make some money or else we can’t even move into…I don’t know how to do anything.” So I sent out an email to my list I had at the time, got a bunch of people to register for a webinar. I was sitting there in a chair with my laptop on my lap, doing a webinar, praying that something would happen. And that webinar saved us. That webinar made $150,000 in sales over the next 3 or 4 days, which gave me the money I needed to pay everyone to not leave, get a new office, get us moved in and get us stability so we could actually breath for a few minutes and figure out the next step, what do we want to be when we grow up. So we downsized from 20,000 square feet to 2,000 square feet. And we had this really cool moment where we’re like, “What do we want to do when we grow up? What do we want to be?” And as painful as that process was, it was one of the coolest things ever because we didn’t have to keep going on this path. We could pick anything. That’s when I started thinking about, who’s our dream customer? Who do we really want to serve? What fires us up? What gets us excited? And we started thinking through that and during this process, we started creating again and having fun. What should we do? I had a friend at the time who he had this website that was making him 2 or 3 thousand dollars a month and he got in some trouble, and I had a couple things making a little money at the time and he’s like, “I need to get rid of this site. Can you pay me some money?” So I paid him $20,000, he gave me this little website. This little machine that you zap and it gets rid of cold sores, and on autopilot it was making 2 or 4 thousand dollars a month and I was like, “Oh this is so cool.” So we had this little thing and I was like, “That little business just kind of runs. What if we had another one.” So we started creating other ones. We had one in the couponing market, we set it up and had a guru in there, it started running and making money. Then we’re like, “What’s another one?” we did one with weight loss, and another. And in a year’s time we launched 12 different companies, each making different amounts of money. During that time is when we launched Neurocel, our supplement company, all these things were happening and it was starting to get exciting again. We were creating we were doing, doing the business instead of teaching the business, which was so much fun for us to do, to learn and see why this stuff works in this market, but not this market. One of the things that would drive me crazy about teachers in my industry is that they come in and act like the marketing techniques that work in one space work everywhere. And I learned during that two or three period of time that that’s not true. Everything’s different. There’s intricacies in couponing versus business versus weight loss versus diet versus supplements. There’s differences and I came to respect that because we had a chance to do it in so many different businesses and different things. We spent the next two or three years creating stuff and during that process, one of the really cool things is I go to Flipa.com all the time and try to find cool websites we could buy and turn to businesses. And there’s a website called championsound.com that was for sale. And it was this cool little email, text message auto responder for bands. I was like, “I’m going to buy that and we’re going to take it and niche it for every market. We’ll make email auto responders and text message auto responders for dentists, or chiropractors.” I was so excited. It was 20 grand, we didn’t have that much money but I was like this is the future of our company. We have to do it. So we ended up buying this website from these guys off Flipa. We get the website and we’re trying to transfer it to our servers after we paid them the 20 thousand dollars. And as they’re trying to transfer it, they’re like, “You can’t have the Linux server, you need the Ruby server.” I’m like, “What does that mean?” They’re like, “It means that this is not coded in PHP, it’s coded in Ruby on Rails. You have to have a different kind of server.”I’m like, “What does that mean?” “It means you have to go over here and pay $800 a month for a new server.” Are you kidding me, I don’t have $800 a month for a server. But we bought this thing, so we did and they installed it. Then it didn’t really work. I didn’t know what to do. None of my tech guys had ever used Ruby on Rails so I went to Odesk to hire some guys and they couldn’t fix it. I tried 5 or 6 guys and finally I was like, I wasted 20 grand. I was so upset and frustrated because I didn’t have that money. On the way out of the office one day I was like, “I wonder if anyone on my list knows Ruby on Rails?” shot in the dark, I have no idea. So I send the email out to my little list at the time. Subject line was like, “Ruby on Rails, looking for a partner. If you know Ruby on Rails, I’m looking for a partner.” I said basically the story I just told you guys, “bought this thing, can’t make it work, if you know Ruby on Rails, become my partner, we’ll make a bunch of money with this thing together.” Sent the email out. About an hour later I get an email from this guy in Georgia named Todd Dickerson, and Todd’s like, “Hey man, I know Ruby.” I’m like, “You do?” I looked at his picture and I was like, “You don’t look like a nerd. I don’t think you do.” And then I went to Facebook and I Facebook friended him, it was actually six years ago last week. I Facebook Friended him and he’s got a beautiful wife, he’s got a daughter. I’m like I don’t think he’s a coder. I don’t know if I believe that. He’s like, “Yeah man, shoot me the login, I’ll fix it.” I was like, “Whatever I have had 8 guys try to fix it for the last 4 or 5 months and nobody can do it. Whatever, here’s the login.” So he logs in and an hour later he’s like, “Okay, done. It’s fixed.” I was like, “What?” and he’s like, “Yeah, I got it fixed. I just did blah blah blah. And it worked.” I’m like, “Dude, how did you do that?” and he’s like, “I just love Ruby on Rails. I’m amazing.” He didn’t say that, he’s super humble. But I was like, this guy’s amazing. I’m like, “I have all these other things. Want to help me with these other things?” So Todd came and we started working on this other project. We had an idea for an auto webinar, Todd built out the software behind the scenes, which was Clickfunnels verson 0.0, pre-everything. He built this auto webinar software because Mike Filsame had been talking about auto webinars. Rick Shephard had put in a webinar report. A couple of guys had started talking about auto webinars but nobody had done one. No one was really doing them. So Todd custom built this whole platform so we could do them, we launched an auto webinar through that and in that auto webinar we made a million dollars in 90 days. The first thing I did from that million dollars is took the money and paid off the IRS and I was like, I’m free. I’m not going to jail. The IRS is paid off, the fines are paid off. That auto webinar literally saved me, literally gave me freedom. Up to that point every night when I went to bed at night I was like they could come knock on my door. I have not paid payroll tax in that long. And that webinar freed us. We kept doing thing after thing, and what’s funny with Todd and Dylan used to design half of these things, just the contract, he’d design these pages and Todd would take them and code them up and make these funnels. He did funnel after funnel after funnel. We probably had 15 different companies, within those company 2 or 3 funnels. We probably had 40 funnels we built over, thing after thing after thing. And the last funnel we actually built the old school way was the Neurocel funnel. That’s one of the ones that blew up big and made tons of sales, we were having a bunch of fun with it and about that time is when Todd was like, “We should really create something so I don’t have to keep creating websites for you every single day.” And that was where the idea came for Clickfunnels. So we started that project in front of a whiteboard, like we talked about yesterday. We mapped this whole thing, and Todd went to work to build Clickfunnels and we partnered with Dylan to build the editor and the UI. And then fast forward 7 or 8 months later, we came and we were like this thing is going to change the world. I was so excited. I was like, “We’re going to do a free trial.” And I think the very first month our goal was to get 10,000 members the first month. I’m like, this is going to be the greatest thing in the world. So we put it out there we created the first funnel, had all the stuff in there, there was a free trial, we had a bunch of people lined up to promote it, we launched it, there were crickets. People came and then left. I was like, “Dude, do you not understand what I’m giving you? I made that page you’re looking at, it’s really good.” Nobody got it, why don’t they get it? There’s something wrong with my messaging. So we changed the funnel again, launched it again, a few of you guys signed up and that was it. They hit it and then they left. We tried again and again. We rebuilt that funnel not once or twice or three times or four times or five times. It was six times it took us before the Clickfunnels funnel worked. The sixth time was because one of my friends, Mike Filsame invited me out to his event and he’s like, “Hey Russell, I want you to come and sell Clickfunnels, I think it’s awesome.” I was like, “Dude, Mike, nobody’s buying Clickfunnels. We gotta figure out our next deal or figure out something because it’s not working.” He’s like, “No, my people need it, you need to come speak on it. You gotta sell it for $1000.” I’m like, “It’s a free trial and nobody even wants it.” So Mike’s event was happening that weekend, I was literally sitting in my office watching the event streaming and as I was sitting there I started writing my webinar and I had my slides open, I was following the Perfect Webinar script that I had been working on for ten years. I started filling in the blanks, started making this webinar, true to the Perfect Webinar Script. I literally was watching it, adding the things in while watching Mike’s event happen. That day I finished the slides, next morning I jumped in a plane and flew there. Got to California, put the slides up on the thing, okay here we go. I started it and the title slide was “My weirdness funnel is currently make $17,947 per day”, talking about the Neurocel funnel and how you can knock it off in less than ten minutes. Showed the first slide, started going through and when we got to the end, got to the stack and the close, we did it and 30% of the room jumped up and ran to the back, jumping over the tables, fighting to get back there. I was like, we did it. That was the message, that was the key. Now I know how to sell Clickfunnels. We took that message, went back and as a lot of you guys know, especially inner circle members, we started doing webinars every single day, sometimes two a day. One time I did three in a day, which was really hard. Over and over again, I did that webinar live over 70 times over the next year and a half and we went from being a startup with no members to after the end of last year we had over 10,000 members, after this year we have over 30,000 members and it’s continued to grow and grow and grow. And it was that one funnel that changed everything for me. So this process, for all of us you guys, is an up and a down. It’s always happening and all of you guys are somewhere in this wave right now. Some of you guys are at the top riding it, some of you guys are at the bottom going to crash. Some of you guys are somewhere in between. Always going up and down, but if nothing else at this event, I want you guys to all understand that no matter where you are, there’s hope. It might not be this funnel. I can’t tell you how many funnels flopped. I guarantee I have failed at more funnels than anyone else in this room because we tried over and over and over again. Because of that we found out what worked. The only way to do that is to do it over and over and over again. It’s a lot easier now, I promise you it’s a lot easier than what we used to do. Poor Todd and Dylan had to custom code every single thing, every single time. Now you can test things really fast. The first time I met Trey, first call he said, “Russell, I’m going to launch a funnel a week, every single week.” And I watched as he launched a funnel, and another funnel and another funnel, he had some marginal success, a little success, more success, more success. I saw him launch a funnel last year, one funnel and within 90 days became the biggest selling funnel in the history of the world. I was talking to some of the guys at affiliate summit. They said there’s never been a funnel that’s made more money in a shorter period of time than one of Trey’s funnels. I’m not privy to share all his numbers and stats, but it was insane. And it came from doing a funnel a week until he hits the one that just explodes. You don’t know what that’s going to be. It’s important, that’s why this tool is so important. Because you can do that, you can test and try over and over and over again.

The Story Behind Alison's Ecommerce Empire... Stephen Larsen: Hey everybody, this is Steve Larsen, and welcome to a very special episode of Sales Funnel Radio. Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business, using today's best internet sales funnel. Now, here's your host, Steve Larson. Stephen Larsen: All right you guys. Hey, this is exciting. You know, for me I'm just selfishly wanting to talk to, in my opinion, one of the coolest people that is out there. One of the most inspiring stories. Doing exactly what they love. I'm just excited that I hit the record button and you guys get to listen in. There's a lot that I feel like I could learn from this person. I haven't done an interview in a very long time, and I'm excited to bring on just a complete rock star. Everybody, this is Alison Prince. Alison, how you doing? Alison Prince: Good. I'm so excited to be here. Thanks for having me. Stephen Larsen: Yeah. You've been running the, let's see, Pick a Plum and Because I Can Clan for a while now, right? Alison Prince: I have. I actually own seven businesses, Stephen. Stephen Larsen: Oh really? Don't tell Russell. Alison Prince: I know. I'm a little bit of a serial entrepreneur. Stephen Larsen: We get that. That's cool. What's your most favorite one right now that you're doing? Alison Prince: Do you know, it's actually the Because I Can Clan. Stephen Larsen: Oh really? That's your most recent one, isn't it? Alison Prince: It is. I launched that right after I joined the Inner Circle. Launched it in about March, officially in March. Stephen Larsen: That's awesome. Just for everyone listening, the first time I ever met Alison is actually, actually do you want to tell everyone how you got into the Inner Circle? I think it's hilarious. Alison Prince: Yeah. I hope I don't get in trouble for it, though. Stephen Larsen: No. It'll be awesome. Alison Prince: I own a blog called How Doe She? I've been running that for almost eight years, which is crazy. We're always trying to learn, always trying to figure out new ways to do affiliate type promotions on the blog. I went to an affiliate conference, it was actually down in Las Vegas. When I got there, it was not the conference that I signed up for. I went to the classes. The classes, I swear, every single speaker was drunk, or it was totally a click bait class. The title was one thing and then what they spoke on was totally different. I'm like, where am I? I saw Click Funnel and I'm like, oh I wonder if this will really help my business? I went and I listened to Russell, and his title was exactly what he spoke about. He wasn't drunk. I really appreciated the honesty from the title. His pitch, the way he presented himself, I was just super impressed with it. Then what, two weeks later I had joined the Inner Circle. From just figuring out who Russell Brunson was, two weeks later, joined the Inner Circle because I knew he was good. I knew his message was good. I knew he was honest, and so I just jumped in with both feet. Stephen Larsen: That's awesome. I mean, it was literally, what, two weeks later you were at the Funnel Hackathon event, the FHAT event. Alison Prince: Yes, which was a wild ride. Stephen Larsen: Yeah, and you stood up and you were talking and stuff. It's funny because you introduced yourself and your story. I remember, I mean it's an intense three days. In the back office though, like back in Russell's office, he and I were both like, "Have you met that Alison lady? Oh my gosh, she's so cool. Where does she come from? Where are more people like that?" When we see you as an individual, and you as a person and the things that you're doing, you just seem like the kind of person that is 100% truly genuine and there and happy. You're present in the moment, and it makes people wonder, "Who is this lady? How is she doing what she's doing and why am I not doing that?" It's really cool. We talked all about ... Don't think, yeah, we were talking all about you. It's really easy. Alison Prince: Go for it. Lots of people do. I don't care. Stephen Larsen: Yeah. It's really easy to see just that you absolutely love what you do. It's super unique, it's extremely inspiring. You've got the family side down and the business side down, it seems like. You're traveling. Anyways. Alison Prince: Yeah. Well there is. Okay, so I've been over to Thailand for the last three weeks. I have severe jet lag right now. I took my whole family over there. We were out there for three weeks doing service projects. Why? Because we can... I decided, I've been able to do this and I have lived my dream life. Now it's time to help others live their dream life too. This is, we have so many opportunities here in America. The education, like on YouTube University, everything that Russell gives. Stephen, your podcast is absolutely amazing. We have so much information to change our lives. I decided to start the Because I Can Clan, because we can. We can change our lives. We can do the things of the dreams that we want to, and be in the moment. Have the family. I mean, I have four kids and we're over Thailand. Like real severe poverty, helping those kids, trying to help them change their lives. We were able to do some job training over there too. It was just, I don't know, there's just so much opportunity, so much excitement out there, to be able to live how you want to. Because it's just, it's there. There's so much out there right now. Stephen Larsen: It's so true. Before I hit the record button everyone, we were talking and you were saying, "It seems lik you and Russell don't sleep." That's so true. It's the exact same reason. It's funny, all these things that we learn and we go do, it's fun, but there's also a bit of a mantle that comes with it, it sometimes feels like. You have a responsibility, in my opinion, to go out and help other people know that you know how to do. Anyway, I'm just completely in agreeance of what you're saying. It's so real and tangible. When you start getting to these levels of various success, that you've got to turn around. I believe and it sounds like you do too, that there's a little bit of a responsibility to turn around and kind of just help humanity, help the other guy who's still struggling. Alison Prince: Yeah. Then I think it's ... Okay, so let's go back. I think it might be a little bit of selfishness too, because when you serve, you feel so good. If you can create a business around serving, it just fulfills you. In the mornings when you get up, it's not hard to get up at five, six in the morning, and you're so excited to get to work. You don't feel like you're working. It's just this beautiful thing that goes together, where you're actually having fun every single day, doing what you love. Then going to bed at night knowing that you did ... I don't know, you're just happy. It just fulfills, it fulfills me... Stephen Larsen: That's so fun. That's so cool. Yeah. I love what I do for people. My wife always makes fun of me. She's like, "How come you get kind of awkward every time someone asks you what you do?" I'm like, well because I don't know what to say sometimes. How much time do they have? Alison Prince: So true. Stephen Larsen: I want to just tell them everything, and they'll run away from me from that. I am extremely interested, my sister, my brother, lots of my close family and friends actually follow you very closely, and what you do. They're incredibly inspired by it. I just wanted to ask, did you always want to have your own business? Is this something you stumbled into? Is it something you created out of a side necessity? You know what I mean? What really put you into that? Alison Prince: Okay. I went to college and I was a junior high teacher, if you can believe that. Stephen Larsen: Wow. I had no idea. Alison Prince: I loved those kids. We laughed, or I laughed at them, every single day. Imagine, I don't know, 300 eighth graders that you got to see every single day. They were just a ball of energy. I know some people it's like their worst nightmare, but I love, we had so much fun together. We would do pumpkin chucking contests. Then we would sit in shopping carts for the mass equals acceleration times whatever. I forgot. It's all physics stuff. We'd put a kid in a shopping cart, push them down the hallway to see if they would go faster if someone was in the shopping cart, out of the shopping cart. We had so much fun learning. Stephen Larsen: That's awesome. Alison Prince: Then I got my first paycheck. Stephen, it was like a slap in the face. Because they handed me my paycheck and they said, "Oh, by the way, you qualify for food stamps." I was like, "Wait, what? No, I studied math and science for four years in college. What do you mean I get food stamps?" They're like, "Yup, welcome to being a teacher." You know, I should have done the research beforehand, but when you're young you don't really think about money until you start having children and your husband's going to school full time and you have real bills. I started a little tutoring business on the side. I could tutor one to two kids a night, but I had a baby at home. My husband was going to school full time and I just couldn't get enough tutoring hours in. Then I started hiring people. Hired them for $15 an hour but charged $20 an hour, so I made an additional $5. Then I ended up hiring about four teachers, and so I was making as much money, not actually having to go and work those two hours. I'm like, oh my gosh, what is this? That's when the entrepreneur bug bit, as I figured out how I could free up my time by hiring other people to be able to grow a business, or to be able to work on the things that made me happy. I haven't stopped since. Stephen Larsen: That's amazing. What eventually made you leave that? I really wanted to be a tenth grade history teacher for a long time. That was actually my dream for a long time. That's the first time all you guys on this podcast have heard that. I really love history. I love war stories. I love all that stuff. It was the exact same thing you just said, it was the paycheck that kept me from doing any of that. What eventually made you leave that altogether? Alison Prince: Well, we moved to Oklahoma. My husband got accepted to school out there. The pay was $10,000 less than the pay in Utah, if you can even imagine that. Then I was pregnant with my second child. We were on food stamps, state support, and I was working a ton as a teacher. I'm like, this is just, this isn't right. This isn't right... I don't want to be on state assistance. I've gone to college. My husband's going to college. I became a realtor at that point. I had to stop the tutoring business because, this is going to tell you how old I am, but the internet really wasn't up and going at that point. It was hard to do a business out of state, so I became a realtor during the boom. I made $60,000 working part-time. Was able to get off all the assistance, be able to support, help pay for my husband's college. Through that, real estate, I was helping new buyers and so I was still educating. I was still getting that fulfillment of educating people, but it was just in a different area. I was helping new home buyers find their first home, and it was awesome. Then that just led to the next business and then the next business. Then eventually it rolled around into How Does She, which is the blog. I call it my playground, where I get to learn how the internet works, how to grow Facebook. We actually grew our Facebook page to two million followers organically. Stephen Larsen: That's huge. Alison Prince: I know. We just hit two million like two weeks ago. We did it in about two years, so we're pretty excited about that. I get to learn and play. Now I started the Because I Can Clan, helping others be able to do the entrepreneur side of things, to be able to change their lives. To be able to, if they are teachers and they need extra money, there's a way to do it where it doesn't eat all your time. There's a way to do it to be able to bring in that extra income. Stephen Larsen: Yeah. I know everyone's situations are different, especially the guys that are listening out there. Everyone's coming from different backgrounds, so obviously take what I'll say with a grain of salt here. I remember the exact same thing, when we were in college and all this stuff. When we were first starting out, we had to take loans. We had to get all the assistance and stuff. I could not help but fight this incredibly huge feeling that I was just cheating, and I needed to go create a business. That's one of the major reasons I started doing that also. You're heavily involved though, right now in eCommerce, right? Alison Prince: Yes. Stephen Larsen: Big, big, big. Alison Prince: Yeah, when I started the blog, with How Does She, we would do posts. They were creative posts, like how to make this or how to make that. Then people would say, "Where do you get your products from?" I was sending them to Home Depot. I was sending them to Michael's Crafts. Then one day I was like, "Why am I not sending them to me? Why am I sending them to these other stores? Why don't I set up like an eCommerce store?" I started a business called Pick Your Plum, and sold out the very first day. What it was is, it was a daily deal site and I would have one product up every single day. The very first day, put up my product, sold out. Second day, sold out. Third day, didn't sell any. I'm like, dang it, is this the right thing? Then grew it into a huge business within two years, just by sending people over. It was just one product a day. Now it's about 70, 80 products a day. In the beginning it was just one product a day. I had never done eCommerce before. Then we would sell out so fast, and a lot of our American distributors, they would run out of the product for us. I got on an airplane, went over to China, and started finding manufacturers. I don't know any Chinese. I have never been to China. I've never taken a business class, Stephen, ever. Stephen Larsen: They're overrated. Off the record, they're totally overrated. I learn more from books. It's all good. Alison Prince: Yup. I learned more from doing and getting on that plane to China, than I ever could have in a classroom. It was scary. I had four kids at the time. My sweet husband was here and I'm like, "I'm going to China." He's like, "Okay." It's not just like going to the mall and getting products. Stephen Larsen: No. Alison Prince: It's crazy across the world. Yeah, got on a plane, went and found manufacturers. Then started to learn how to import. Did I make mistakes? Oh yes I did. Did I learn from it and created a successful business from it? Absolutely. It was well worth that. Stephen Larsen: Yeah, I remember, okay one of the most recent things that I've heard of that you've done is, you sold pillowcases. Alison Prince: Mm-hmm (affirmative). Stephen Larsen: First of all, how did you choose pillowcases out of every product that was out there? Alison Prince: Okay, so let me back up a little bit and tell you a little bit more about the story. Stephen Larsen: I would love that, yeah. Alison Prince: My daughters, they were sleeping in and just, they were 10 and 13 at the time. This is when I'm running How Does She, when I'm running Pick Your Plum. The girls, they were just being teenagers, and they were tired and sleeping in till 10. My husband and I were like, we don't want to raise children that are lazy. They were just trying to figure out what they wanted. What we did is we said, "You guys have three options. You can move out of the house." Which of course, we didn't want them to move out of the house. "You can do more chores, which we're going to start at seven o'clock in the morning on a Saturday morning. Or you can start a business. Which of those three choices would you want to do?" Of course, they were like, "We want to start a business." Stephen Larsen: Cool. Alison Prince: What they did is they started this business. I gave them some resources, but I really wanted them to try and to test it, because I didn't want to be holding their hand the whole time. They needed to learn this journey. Then you're not going to believe this, but in nine months, just nine months, they sold over $100,000. Stephen Larsen: That's crazy. Alison Prince: $100,000. Makayla, she was in junior high at the time, she would come home crying because she couldn't get her locker open. I'm like, "Don't worry honey, you just sold $5000 today. You can pay someone to open up your locker for you." Stephen Larsen: A 10 and a 13 year old, $100,000 a year. Alison Prince: 10 and a 13 year old, yeah. Yes, they sold over $100,000 in nine months. I was like, okay, if these girls can do it, other people can do it. Then I of course went to my sister. You got to test it, right? Done it with my girls, so I went to my sister and I'm like, "Hey, let's try something." She needed something at the time because she needed a new roof. There was just a lot going on in her life. She was budgeting and going to garage sales and just didn't have a ton of money to buy this roof that she needed. She went through this whole thing and she sold $129,000 in nine months. Apparently she wanted to outdo the girls. Stephen Larsen: New roof. Alison Prince: Got her new roof, yeah, it was pretty exciting. People have said, "Alison, well that's cool you've done it, and it's probably because you have these platforms." I'm not going to lie, How Does She has a great following of two million people. When the girls started, it wasn't that big of a number. People have said, "Alison, of course you can do it. You have these huge social media platforms." This goes to the pillowcases. I build a business to prove that you don't need to have this huge social media following to be successful. I went out and I found that pillowcases, yeah, like the lamest, boring product, were trending. That's the rule, secret number one, the rule to success is just sell what other people are buying. If people are buying it, just put it in front of them. You don't have to go out and have this huge, crazy shark tank idea. We went and we built this little pillowcase business. In 24 months we sold over a million dollars in pillowcases. Stephen Larsen: That is insane. Alison Prince: Yeah, and it was to prove that you don't have to have this big, huge social media following. On that pillowcase business, there's only like 55 Facebook followers. It's my sister and my brother, and I guarantee you they did not buy $1.1 million in pillowcases. Promise. Stephen Larsen: Now my brother and my sister, they've all gone through your course. They love your course. They talk about you all the time. Alison Prince: Yay, good. Stephen Larsen: Yeah, they just really, really love it, all the value you put out there too, and showing people how you do it. Their biggest question afterward though, and I was wondering if I could ask you here. Alison Prince: Put me on the spot. Stephen Larsen: Was, what are some of the methods you use to go find what people are buying? Alison Prince: I've actually built, and I go through it step by step in the course, so maybe I just need to point them to that again. You go and you, like there are specific sites that I look at to see what's trending. I check it almost every single day, except of course when I was in Thailand, because you couldn't get the internet half the time. The internet is so amazing and so beautiful, and it just, it literally spoon feeds you the information. You just have to know where to find it, and be receptive to it. Stephen Larsen: Oh that's so true. Yeah. Alison Prince: Once you know how to find the #trending on specific sites, then you just see what's selling. Then you go, and you don't copy their idea, I want to put that out there. You don't copy, like if they've got a specific branded product, you don't copy it, but there's so many commodity products out there. My girls, they didn't come up with some new crazy idea. You want to know what they sold? Did I already tell you what they sold? Stephen Larsen: No, I don't think so. Alison Prince: They sold scarves, Stephen. Scarves. Stephen Larsen: $100,000 with scarves. I told Russell the other day, if there's another like 12 year old that makes a million bucks, so help me, because it's ridiculous. The formulas are all out there everybody, for you to actually just make money. Alison Prince: It is. Stephen Larsen: You really just have to look around. The market will always tell you what you need to sell. I always tell people, the creativity that you need in order to make a lot of money is actually not inside of you. You don't have it or you don't possess it. All you do is you look around at everything that's around you, and you look at the market through some of the ways Alison's talking about. There's these ways you can test and see before you jump in, and before it's scary and you might lose your shirt. The market will always tell you what to sell, it's not inside of you to know. Alison Prince: You don't invest a lot of money, I love that you said that. The girls, they didn't put in like $16,000. No. They bought some from California, and then they just tested it. We probably, I don't know, put in maybe like $100 to $200 to see if they would even sell, and they sold out very fast so we knew we had something. Then we invested more, and then we invested more. Don't risk your whole life savings, you don't need to. That's crazy Stephen. I have sold so many products, and to this day I still won't invest huge money into stuff until I tested it. You don't need to. Test it first. Stephen Larsen: Yeah, 100%. I'm in the middle of doing that with my own thing. Just this small, little $100 thing, and it's been running for a long time. Finally, I feel like, all right, that's been tested to death, I think that I can actually jump full in on this other thing. It's been a lot of fun to do that. The testing is so key. Everybody dreams, I feel like. We get caught in this, it's totally the shark tank mentality. I need to sell something that's big and unique and crazy. I call it product big bang theory, where it's just boom, this big massive idea that no one's ever heard of before. The problem is that no one ever wants that stuff. They think they do. It's really product evolution. You're just finding other things that are selling and you add little tweaks to them, and go blow it up. Alison Prince: Yup. Stephen Larsen: This is Sales Funnel Radio. Which funnel do you use to sell that stuff? Alison Prince: Okay, so you have to remember that I just started ClickFunnels in March. Stephen Larson: You're a pro. Alison Prince: From February until June, I have been out of the country for two of the months. It has been insane and crazy, crazy stuff. I did a freemium funnel, and honestly the freemium funnel didn't convert as much as the 4.99 funnel did. Stephen Larsen: Wow. Alison Prince: I know, it's kind of crazy, right? The scarves, this was done before I knew about Click Funnels, the scarves, so we just did it on a basic shopping cart website. We did a freemium offer then, did amazing. We did three free scarves with the shipping, and then shipping and handling, and they did amazing. We did a lot of those. It did really well. I've noticed that in the community that I am in, I work with a lot of bloggers. I work with a lot of marketplaces. The freemium offer isn't converting as well. I think people are a little scared of it. They've been burnt by it. It's too good to be true. If we can just give them a really good deal, let's say we do the pillowcases for like two for 24, that goes like wildfire, with free shipping. Because it's an offer, and what you and Russell both talk about is give them an option, give them an offer they cannot turn down. Two for 24 with free shipping on these pillowcases, people eat it up. What we've been doing is we've been putting a lot of funnels in place that just really focus on one item, and one really good offer, which you guys of course talk about nonstop. That's it. Stephen, all we have to do is just listen to you guys and do it, and it works. Stephen Larsen: I'm paying her to say that everybody. Alison Prince: No, but it is so true. We over complicate things. We just need to keep things simple, and listen. It works. It's just super, we overthink things, we over complicate things as human beings. I know when I built my course out, I was over complicating things like crazy. Stephen, like I asked you some questions and you're like, "Simple Alison. Keep it simple." It converted so much better than when it was complicated... Stephen Larsen: That's awesome. Alison Prince: Props to you. Stephen Larsen: Thank you very much. You know, it's funny, most people, they tend to think, "Well Alison right now, she's talking about eCommerce and I'm over here in info products. That's completely different so I must need to disregard all of the things that she's saying." Or, "I'm doing this over here." Guys, it's all the same. It's human psychology. These sales processes, the way you create offers and you put it all together, it's the same thing across the board. It doesn't matter if you're selling physical, digital, any kind of info product business, a service based professional service, like you're a dentist or something. It's all the same. Alison Prince: It really is. Stephen Larsen: You just have to think what part your business fits in that model, and then go fill the gaps and it starts to come together. That being said, how did you think up an offer that they can't turn down? That's interesting. Alison Prince: I just asked them. Stephen Larsen: It can't be that simple. Alison Prince: It is that simple. You put it out there, and if nobody buys, no one pulls out their wallet, you know your offer stinks. You don't take it personally. You just say, okay, let me come up with another offer. I was on Facebook the other day, of course, and I wish I can remember the quote. Someone was saying, the reason why he's successful is because he just puts out offers. The more offers he puts out, the better he does. You take your product and you put out an offer. If it doesn't do well, okay, not a big deal, redo it and then test it again, and test it again and test it again. We need to be testing things constantly, until we can nail it. Then once we nail it, then of course we scale it, we grow it as big as we can. To put out a Facebook offer, that doesn't cost a lot of money. If you've got a good following, it doesn't really cost anything to just test it. You put out an offer, you put $5 in. If someone bites, oh take it. Tweak it just a little bit... See if you can get two people to buy off of it. I think that's what people think, they put out an offer and if nobody buys they're like, "Oh, my product stinks." Or, "Oh, I'm not good enough." When that's not the case at all. It's they just need to tweak it and try it again. I mean you're an entrepreneur, you know this. The only way you fail as an entrepreneur is when you stop. That's when you fail right there, is when you stop. Stephen Larsen: You know it's funny, two or three days ago Russell and I were at the office still, it was 1:30 in the morning, as men do. Alison Prince: Are you sleeping at the office too? I know Russell is. On a cot or something. Stephen Larsen: Not always by choice. Sometimes I just fall asleep there. We got this big cot there and a tent right now. It's funny. Alison Prince: You know, okay a little, another pitch. Seriously, I am so grateful for you guys. All of the information that you give makes my life so much easier, so thank you for not ever sleeping, just for Alison Prince. Stephen Larsen: Oh thank you very much. We have a lot of fun doing it. It's very, very fun. Alison Prince: That does not go unnoticed. I am seriously very, very grateful for everything you guys produce and put out there. Stephen Larsen: That's much appreciated, very much. We were talking a few days ago. He and I, for some reason, we both got on this big rant. We had been working super hard on these things, trying to relaunch and tweak and fix. Exactly what you're saying, what's the problem with this one? All right, let's go fix it. Just relaunch, relaunch. We both got on this topic, how did we both get started? He started going through his journey with me, and luckily we flipped the camera on, so it's going to be an episode here soon. It's really cool. He was walking through all the different products and all the sites and all the things that he had put out there. The ones that worked and the ones that didn't. I started doing the same thing, and it was really fun. He asked me, he was like, "When did it finally click for you?" I said, "It finally clicked for me when I realized that products and offers are not the same thing." For years, I had been selling products, and that's why I was failing, because I was the exact same as the other guy. When I created an offer out of it and I made it this awesome thing, and you get this and this, or you get this and an info product, or whatever it is. I started bundling and creating offers. That's honestly when it blew up for me. He said, "Yeah, for me what I've noticed is that it's the people who are obsessed with the marketing who always make the money. But the people who are obsessed with the money never make the money." It's totally about the marketing part of it and creating the offers. Anyway, I thought that was interesting you just said that. Alison Prince: It is. It is like, I call it the vision. How do you put together a product that's going to inspire people? On Pick Your Plum, it's a lot of like commodity, it's a product based site. I've never sold a product on Pick Your Plum. I sell the vision. One of my examples is, this is crazy, but when we first got started there wasn't a lot of money. I went out to my backyard. I found these blocks of wood. What I did is I decorated them with some stuff and made them cute, made them into ornaments for Christmas trees. Made them into block kits for kids, stuff like that. I sold the vision of what you could do with these blocks. Stephen, we ended up selling over $9000 in trash. Stephen Larsen: That's so cool. Alison Prince: Because we never sold the product, we sold the vision of what you could do with it. That's what you sell, right? You don't sell something. Stephen Larsen: You sell the hole, not the drill. Alison Prince: Yes, yes, that's exactly it. What can they do with it, that's what you sell, that's what converts. That's what people want. Stephen Larsen: That's awesome. How many times do you buy something and you never end up using it? Russell, it was kind of fun, he came over for dinner last night over here. We were geeking out over my books and the bookshelves. That's what we do, it's geeky and it's fun. We're going through all these books and my wife walks up and she goes, "Are you ever actually going to read those?" I was like, "Yeah, of course I am." Yeah, whatever. Russell was like, "Yeah, we read the titles and get the gist." It's funny that so many of us are like that though. We look at these, we'll go buy stuff, whatever it is. Exercise equipment is a classic example. Treadmills are just another kind of coat hanger for most people. It's because they got sold on the vision and not the actual thing. It's powerful. Alison Prince: It is. Stephen Larsen: Now I wanted to ask another part here. You've talked about how you just ask them and you create the offer. How do you get a lot of your traffic? How have you figured out that aspect of it? I know that's a big challenge for some of the listeners. Alison Prince: Okay. Remember what we learned in like kindergarten, about how to share? Stephen Larsen: Barely. I kind of skipped that one. Just kidding. Alison Prince: It really goes back to like elementary school, you share. You reach out to a blogger. You reach out to another shop, and you figure out how you can collaborate. Because that shop's trying to grow too, and you find out how you can work together. It really, it's so simple and everybody makes it very, very complicated, but it doesn't need to be. Like in blog land, we always are sharing each other's posts. In the eCommerce world, we're going out there and we're saying, "Hey, let's do a giveaway together. You've got a product that compliments my product, let's do a giveaway together. We'll get your readers and my readers excited, pumped up about it, and we can throw traffic to each other." Then we go to, now I'm working with my course, my digital product, so now I'm going out there and I'm working with other people who have a complimentary product. Then we interview each other or we post each other's stuff. I'm helping them grow. They're helping me grow. Now when I do this, you have to do it with people with similar numbers. If I came up to like Russell and I'm like, "Hey Russell, post me on your Instagram page." Something like that, and I only have like 200 followers or something like that and he's got a gajillion, it's not going to work. It's got to be something where, if I've got 200 followers, I'm working with someone with around 200 to 500 followers. You do it in a way, it's more organic, or it's more like a friendship instead of go follow, I don't know, Cookies With Lacy or something like that. That just looks too spammy. If you can post a picture that says, "Hey look at these cookies that Lacy made. They are so great." Vice versa. It really is networking and getting to know each other in the social world. It really does work. That is the big secret to how we grew our Facebook page to two million, is we just worked together. We came up with, "Hey, let's share each other's posts." Then I've got some bloggers right now that are excited about sharing this course. There's a few things that I've been working on, tweaking on. Stephen, I'm still working on that. I launched it in March, this course, and I've been tweaking it, testing it and perfecting it. Then I'm excited, I just got back from Thailand, to be able to start pushing it harder and harder and harder. I've actually got a webinar this morning and I'm really excited about it. Stephen Larsen: Oh cool. Alison Prince: I guess it's not a webinar anymore, we call them master classes, because nobody wants to go on a webinar. Stephen Larsen: Marketers. Alison Prince: Yeah. I've got a secret master class coming up today. I'm constantly tweaking that offer. How can I serve my people more? How can I get them more information? How can I help them become more successful? They see it. Then other people see it and then people start talking about it. It really goes back to what you learned in elementary, and it's to share. It really is so simple. Stephen Larsen: That's so interesting too, that you say it that way. Because I know one of the pieces of advice Russell and I give is, some people will be like, "Okay, I've got this sweet offer but I have no money for ads." A situation that we've probably all been in before. "I've got no money for ads. I've got no following. I'm literally brand new, there's still green on my ears." We always tell them to do something that sound ludicrous but is very strategic, which is just to go find somebody who has a following who would want the product, and just give it to them. Don't even try and get any profit from it. What you end up getting out of it though is a list, because you just send them out there and you end up getting all these people who opt in. Now you have another asset, there's a piece of value there. You go to the next guy and you say, "Hey, I got this list, you got this list, you want to do a little cross promotion?" Just like you just said. Now your list grows and you've got a little money. You go to the next person and do it again. By the time you've done it and flipped it six or seven times, you're rich. It's exactly like you're talking. Alison Prince: Yeah. You are going to get told no, and I think a lot of people are scared by the word no. Who cares if you get told no, just go find another person. You don't want to work with them anyways, if they're ... Stephen Larsen: It's going to happen. Alison Prince: It is. If you're prepared to get one yes out of ten, then you're a rock star and you will feel good when you get that yes. Don't think that everybody's going to say yes. You're going to get told no, it's not a big deal, just move on to the next one. Move on to the next one. I mean if it was easy, if we were just to flip on a light switch and become a millionaire, everybody would be and then money wouldn't have any value. We actually have to go out, do the work, build those relationships. Spoil those people and be treated how we would want to be treated. I know when I get a product in the door, a package, I'm like, "Woo hoo, this is the best thing ever." Stephen Larsen: I loved yours, by the way. Thank you. Alison Prince: Good. I'm glad you got it. That's the same thing. People want to be loved and want to be spoiled. Just treat them how you want to be treated. It's back to kindergarten. Stephen Larsen: That's awesome. I have one other area I just wanted to ask you about real quick. That is, okay you've got a guy over here who's saying drop shipping is the thing. Another person over here saying, "Do all fulfillment but only high ticket." This person says ... There's a lot of areas and a lot of facets of the eCommerce world, and you're obviously an expert in it. I just wanted to ask why you picked self-fulfillment, and low ticket, high volume? That's mostly where you've been, right? Alison Prince: Yeah. The In-N-out Burger approach. Where we can sell thousands and thousands of a product at a low price and make good money. The reason why, a couple things. When I first started, I didn't have money to get a huge warehouse. I didn't have money to have someone fulfill my products. It's expensive to have someone fulfill. The margins weren't there, and I knew a lot of people that needed jobs. I started, the very first one was in the garage, and I had people come over to the garage and help me fulfill out of the garage, because you do what you need to, to start growing your business. Then we got a little tiny warehouse, I think it was about 1200 square feet. Which I'll tell you what, scared the hejeebies out of me to sign that contract. Stephen Larsen: I bet. Alison Prince: When you're uncomfortable, I don't know, if we stay comfortable ... Stephen Larsen: Stuff happens. Alison Prince: Yeah. Don't stay comfortable... You've got to get uncomfortable to be able to have results. Then I just found joy in writing people checks that I knew, that I grew to love, that I grew to find. Then there was more margins in it. We got to do a lot more fun things as a company. In my course I do teach self-fulfilling has higher margins, and there are great ways to do it, but I do give options about having other people fulfill for you. The reason why I give both options is because I've been gone a lot, and I've been traveling. I want to be with my family. I don't want to stay up till two o'clock in the morning shipping products. That just, to me, is not fun. There's other options that I give to help you, because the entrepreneur should not be shipping. They should not ever ship one product. Well maybe one, to see how the process goes, but they should not be shipping the product. I do give options. I do talk about ways to be able to get that off your plate, and how to hire it out. How to hire another company to do it when you're ready. Things like that, just so you can truly focus on what you're good at. Finding the product, marketing, getting sales, getting out there, branding your product, growing your business. Not necessarily shipping, because that's, I don't know. Some people love shipping. I'm not a fan of shipping. Stephen Larsen: No, and it's funny to hear you say that, with the amount of stuff that you ship. Alison Prince: Yeah, no. I had my fair share of shipping. Oh man. Find help. Do not do it yourself. Find help. I teach that a lot in my course, you do what you're good at. You have, tell me which one it is, you have a podcast that talks exactly about that. When you guys are at ... See I stalk you Stephen, I really like what you have to say. When you're at IHOP and you were asking Russell like how he can get so much stuff done. He just hires it out because he's like, "I don't know how to do it." Which podcast is that, do you remember? Stephen Larsen: I don't remember. You know, it's funny, I usually, I just know that there's something cool that I want to share and then I come up with a title later. Alison Prince: Oh. It was probably about a month ago, because I listened to it. It was probably about a month, month and a half ago, but it was really, really good on focusing on what you're good at. Everything else, hire it out, get it off our plate. Stephen Larsen: Yeah, he told me once, he's like, "Stephen, I realized that I am a starter, and you are a finisher, that's why you're here." It's so true. That's how it happens, he starts and I finish. We're a cool team like that. It's very true, you've got to know which one you are though, hire out the other. Alison Prince: Agreed. Absolutely. Stephen Larsen: That's so cool. Alison, I know we've been going for a little bit... I just want to thank you for, I mean for anyone who's listening to this, I'm going to put so much stinking ad money behind this because I want everyone to hear your story and your voice and everything that you do. I am such a huge fan of Alison Prince and all the things that you do. It sounds like we stalk each other. You're just one of those people out there who's living and loving living. You set up what you do in a way so that you can love it. There's a lot of trial and error that comes with that in order to have it be that way. Anyway, it's just a massive example. Where can people find out more about you? Alison Prince: Facebook page, I just started the Because I Can Clan about three months ago. You can find me on Facebook over there. I do have a personal Instagram account AlisonJPrince, which I will start converting over into more of the business side soon. I really like about the journey, talking about the journey, how we're doing it. You're going to see how I start doing that, and I'm sharing my story. Like right now, on the Because I Can Clan, I've been doing a Facebook Live. I did a Facebook Live every single day except for two days in Cambodia when I didn't have internet. Stephen Larsen: Wow, what's your excuse? Just kidding. Alison Prince: Oh Verizon and Cambodia do not get along. Stephen Larson: That's funny. Alison Prince: I even called them and they're like, "Yeah, no. We just don't work with Cambodia." I'm like, "Wait, what? You realize what year it is." They said, "Yeah, there's just a lot of stuff." I'm like, okay, I don't wan to get into it. There was a couple days that we couldn't do it in Cambodia. I did, I related our experiences of scorpions and elephants and crazy stuff that we ran into and how that related to business. I did a Facebook Live. We're on day 19 today. I did it and I'm jotting down how fast that page is growing. In 17 days it had grown over 1000 followers, which I was pretty excited about. Then the next half the month I'm going to be doing that and then adding more. I'm documenting my journey. I'll do it on the Facebook page, and then I've got a closed group, Because I Can Clan group. Then I'm sharing with people over there what I'm doing, so they can watch what I'm doing. What you guys do, watch the master's hands. We go out there, we test it. We tell people what we're doing and what works and what doesn't work. Then they go out there and then they replicate it. Anyways, long story short, Because I Can Clan on Facebook, or my Instagram page. Then if they want to sign up for the course, that's 0-100k.com. You can find out all the information on the course. How people can make this a reality, if they want to get their kids going on it. Like my girls, they have their college education ready to go. They've got their savings accounts set up. They actually set up Roth IRAs this year. My eight and nine year old little boy, they have Roth IRAs right now. Stephen Larsen: I don't even have that. That's awesome. Alison Prince: It's a gift that we can give them as parents to be able to set them up financially when they hit certain ages. You've got to think through the process of, no, they're not going to be able to get all that money when they're 18 and go crazy with it. We've set up milestones so they can get it when they're this age or this age or this age. They have something, and they're eight and nine years old right now. Imagine what it's going to be like when they retire. Anyways, I talk about that kind of stuff because it's life changing. Stephen Larsen: It is. Alison Prince: I want others to be able to do it too, because it's not hard. You just have to listen to people. I think that's the biggest thing. Listen and do. You have to be a doer. You have to make things happen. Stephen Larsen: Yeah, and you can't be so afraid of appearing imperfect. I think that's the biggest killer. Alison Prince: Yeah. Stephen Larsen: I know it's one of the biggest killers, in my opinion, of entrepreneurs. Actually being vulnerable with your marketing, and getting out and sharing stories. Sharing the successes, but even more importantly the failures, if you are afraid of appearing imperfect. I always bring this up and people are always sick of me saying it. Again, when you start down the entrepreneurial path, like your imperfections explode in your face and you can't move on till you fix them. Anyway, it's awesome to have a person like you who's walked down the path. You know what it's like and you've been very successful. It's really cool to see. You're not afraid of messing up or being imperfect, or hey that test didn't work, and being public about it. That's a huge key. Alison Prince: You want to hear something funny? Stephen Larsen: Yes I do. Alison Prince: When I did my course, I set a date. Stephen, I set that date way too early but I wanted to push myself. I had stayed up for probably two weeks solid, just trying to get it done. I bought Liz Benny's course on the whole, how to set up everything for a course. Which Liz Benny, props to her, she is an amazing, amazing woman, a very wonderful teacher. When I did, oh my gosh, talk about a hot mess. When I did the course, I did the master class, it went well. I had people buying the course after. I had linked them to Liz Benny's course. People would buy the course and then they'd say, "Alison, how come I see a lady that's like talking about monkeys?" Which is her course, Social Media Monkey. I'm like, "Oh my gosh I forgot to change her link out." Then it gets even better. Then the payment plan, I didn't know that Stripe, when you do a payment plan it automatically sets it to a free 30 day trial, so I had given everybody my course for free that signed up for the payment plan. I'm like, oh my gosh. Then it gets even better, because why not, right? I put a huge type, like ginormously huge typo in the guarantee. I said, "100% money back guarantee if you are happy with the course." Stephen Larsen: Usually we don't care about typos that much, that's kind of a big one though. Alison Prince: That's a huge, huge typo. I am the perfect example of just do it. I ended up selling over, I think it was 26 courses my very first launch, and it was a complete hot mess. Stephen Larsen: I remember that. You did it, you crushed it. You just did it. Alison Prince: I just did it. You go out there knowing you're going to make mistakes. You tell people, say, "You guys, the tech's probably going to be screwed up because this is my first time, but the information that I have is valuable." It was. I was confident in what the offer was. I was not confident on the technology. They were patient with me and they were like, "It's okay. It's okay." I was able to get Liz Benny's course off there and direct them to my course. Get the payments fixed. Change the guarantee. I didn't have one person ask for their money back, because of what I was giving them. Because they were so excited about the offer, that they were fine with the mistakes. I think that we don't give ourselves enough credit, and we're too scared. Don't be scared. People are there to help you because they want to be helped too. Stephen Larsen: Yeah, they're all making it up. Alison Prince: Just do it. Yup. Mistakes and all Stephen. Everybody listening, who cares, just go do it. People need you. They need your information. They need your product, so just get out there and do it with mistakes and all. Stephen Larson: Yeah. I can't remember, I think it was Dan Kennedy, or I can't remember who it was, but he says, "You have an obligation to sell." If you've got something, it's actually an obligation. Alison Prince: Agreed. Stephen Larsen: Get out there and just do it. You owe it to your message. Alison Prince: Yup. You owe it to, I don't know, we were given talents, so let's go out there and share our talents. Let's do the best that we can, and live that Because I Can Clan life. Live how we want, because we can. Stephen Larsen: That's so true. Guys, go check out AlisonJPrince.com. 0-100k.com, I love that course, so good. The Because I Can Clan, the Facebook page. Alison Prince is the real deal. Super authentic. Very, very genuine, and is willing to be vulnerable whenever she makes mistakes like the rest of us. No reason to hide behind your own, because we all make them. Alison Prince: That's right. Stephen Larsen: Anyways, thank you so much Alison for being on the show, really appreciate it and all the value you gave. Alison Prince: Yeah. Thank you, it's been fun. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnel for free? Go to SalesFunnelBroker.com/freefunnels, to download your pre-built sales funnel today.    

Here is a recap of a 7 day internal launch that made over a million dollars and what we learned along the way. On today's episode Russell gives the details of the 7 day launch strategy and what worked and what didn't. Here are some insightful things you will here on this episode: A step by step guide to what Russell did for each of the 7 days in the launch. What mistakes were made and how Russell and his team were able to make tweaks on the fly to make it better. And what Russell learned from the experience and how it can help others with their own businesses. So listen below to get a cool step by step guide into the 7 day launch. ---Transcript--- What’s up everybody, this is Russell Brunson. Welcome to Marketing Secrets podcast. Today we’re going to be talking about the 7 day launch. Hey everyone, this is Russell and welcome back to Marketing Secrets podcast. So today I’m going to be talking to you guys about this launch right here and the reason why, is my inner circle members keep asking me, “Hey Russell, can you please show us what happened behind the scenes of the 7 day launch?” They want the stats, numbers and details. So I thought I’m going to kill two birds with one stone. Because I wanted to talk about this on the podcast anyway. So this is for the inner circle members and for those of you who listen to the podcast, I hope you love it. I’m not going to go deep into the numbers, I will just tell you that this launch in 7 days did over a million dollars in coaching sales, which is exciting, so it worked. I initially learned about this concept from one of my friends, Brendon Burchard. If you watch Funnel Hacker TV, the behind the scenes show, you will see some of the behind the scenes of us kind of going through this. He was in Las Vegas and I flew out there and there’s a whole episode on funnelhacker.tv where you’ll see me flying to Vegas, hanging out with Brendon and getting ideas on how he did this. So I’m not going to go too deep into all the strategies, just because I know he is launching a course later on this year. I’m going to buy it, you should all buy it, we should all buy it, it’s going to be amazing. Going deep into the deep in the details and giving the swipe files and stuff like that, but if you were watching you probably saw it, first off. Second off, you probably got the swipe files just by getting my emails and stuff. So you’ve got some feedback, if you’ve been funnel hacking and watching, you’ve had a chance to see it. Basically the way it worked is we did the book launch for the first 30 days, which built up a lot of pressure and excitement and we made a lot of book sales and upsells and everything else. At the end of it I wanted to do something cool. I wanted to figure out how, those who wanted to go deeper, how do I offer a coaching program that’s not me being, I didn’t want to feel like I was selling again because it’s just…..You know how it is, after a while people don’t want to keep being sold. I’d say it’s not like I wanted to sell a coaching program, to help people want to go to the next level with it, which is exciting. But then second off, I wanted to give and serve. So when Brendon gave me this idea I loved it. So basically how 7 day launch works is, and those who saw it, basically what happened is Monday I started promoting it, Tuesday I did this long training. So if you’re watching the video you can see day 1 I basically did an episode from 11 until noon-ish, I can’t remember exactly how it all went. And module one was you becoming an expert. What’s interesting is the book promo is all about Expert Secrets, but there was stuff like as soon as you read the book there’s this weird finality where it’s written and done and you can’t edit it or touch it again. And there were things as we’re selling it that I was like, “Oh…” during my interviews all these things kept coming up. There was stuff I wished I could share and there was pieces I wanted to just do. So what’s cool, is giving the ability, because I don’t have to re-teach the book, because people have the book, but here’s a master class of what’s next. If you read the book and you’re like, “What’s the next piece? What is it?” So this one here I went really deep with you becoming an expert and finding your voice and it was just training and it was awesome. So what we did is we emailed, so on Expertsecretsmasterclass.com, by the time there was a video, they embedded the live video from YouTube, people could watch and promote that through email. But then we also setup Facebook Live, I think there’s just those two platforms. So when we started this and clicked record, I came on and said, “Hey guys, we’re recording a course, it’s going to be awesome. I’m going to jump up here and start recording, be back in a minute.” Then we clicked go and it was like life. So I taught this entire thing, training. It was awesome. Then during the breaks we had testimonial videos streaming of our coaching program of the FHAT event, The Funnel Hack A Thon event so people could keep seeing success stories. I took a break so I could go to the bathroom and reset. We came back and taught number two, which is creating an irresistible offer. And that was it for day. I think I was up there for 3 hours, it was awesome. When all was said and done, I think we  had 20 or 30 thousand people watch it between YouTube and Facebook. Gave tons of good will and it was really, really cool. A lot of people who, they’ve been stuck on these two pieces, I had a chance to go deeper on that and give them everything. So that was day number one. And then this is where it replayed for 24 hours and then it disappeared. People had the chance to watch it for 24 hours, and some did, and then it disappeared. Then day two started. Day two I wanted to do the big domino, it went really deep to help people understand that. Then we had a break again, and then what I did at the latest session, actually did a webinar. Now, it’s a little different from Brendon, when he did his, basically at the end of day two is when he pushed people to a video sales letter, which sold a product. Me, I just did a webinar. One of the big things that was kind of interesting. When we created this offer, part of this training is really cool and desirable. A lot of people aren’t going to be able to watch it live, and you pull it down and you stage, because people actually want the content and the training. At the end of this I’m not selling this as a course because it’d be hard to sell because people are like, “I missed part of it, I should have watched it!” and all these kind of things. So instead it’s like, if you join the coaching program you get all this course for free, and notice I didn’t say the recordings of this product. Because recordings seem really cheap. Getting this course, the Expert Secrets Master Class, the perceived value is way higher, it’s the course not the recordings. If you watch the videos back I tried to say that, I think a couple of times I messed up and said recordings. I was trying to get it perfect. So that was here, and then what’s cool is that happened and sales started coming in for the coaching program. Because there was a webinar and they got to watch me do the webinar but then I was actually selling the coaching program on the webinar. Now what’s happening, as soon as it was done, it’s funny because it’s the first time I’d ever done this webinar. We created it the night before, it was perfect webinar, hacked style. So it was one headline, three secrets, a board with things. I pitched two offers, which is usually a wrong thing to do and it was in this case too. We had 2,000 or 15,000, it was just complicated when you get to the stack. So sales did okay, but I was kind of honestly, when the camera shut off, I was sitting there kind of depressed. Dang, that did not feel right. They didn’t convert right. Some people bought but it wasn’t right. I was just like, dangit. I was frustrated and that night I was kind of stressing out about it and realizing that. So then we made some tweaks and changes. And the cool thing is day three, I came back and broke down the campaign and showed them and went through the webinar again. And what’s cool about the second webinar, or the second training is because I was going through what I did and what worked and what didn’t work. I knew what hadn’t worked the first time. So I had this really cool opportunity to weave in different close, different stack, different things, to close the deal from the day before. I’m going to talk about why this is so key here. Because I think I figured out something amazing. But after that section, sales started coming in like crazy. The second webinar where I broke down what I did here, but then use that, and hopefully you guys watched that, if not you missed it. But I was weaving in all these closes throughout it, it was kind of a cool thing. But I was just breaking down what we were actually doing. Then we had a break and at the end I did a virtual book tour, which is kind of a bonus training of how we got traffic and then that was it. When that one ended, sales were coming in better than the day before. I was able to fix some of the things I had done wrong back here, which was good. But there was something wrong with the, there was something….it still wasn’t quite big so I was sitting there and I was kind of… I don’t know about you guys, but when you nail it I have all this energy afterwards. When I don’t I just feel this lack of energy. When we got done afterwards I was like, it was good but I still felt this lack of energy. I felt this weirdness around this pricing strategy and if you look at pricing it was $2000 to do the online version, or $15000 to do the online plus come to Boise, plus get Fill Your Funnel and a bunch of other really cool things. And it was kind of, there was complexity in it. So we were talking about it, “Maybe we’ll open up a payment plan.” I hate payment plans and all those other sorts of stuff. Then I had this idea and I was like, “Wait a minute, what if instead of a payment plan, what if…” So this is the pricing strategy that turned this campaign from….at the end of day two we probably had $150,000 in sales to two days later we did over a million dollars in sales. What was the difference? This was the piece that was key, it was pricing. So we shifted this, if you guys watched it, I came out and said, “Hey a lot of people are asking for a payment plan, unfortunately we don’t have a payment plan. But I did decide to turn this coaching program into a $300 a month one. So you come here, it’s $297 a month, or you can get lifetime access for $2000 or you can upgrade to the $15000 and com to Boise and get all this other stuff as well. So what’s interesting, I know some of the guys on my team were nervous, “Oh no. If it goes $300 a month, everyone’s going to take that and it’s going to draw whatever…” What’s interesting is that we had people take that, but what it did was become almost like a decoy offer where it made everybody buy the $2000 offer, it’s crazy. Tons of people bought, suddenly $2000 seemed cheap versus $300 a month and it was cool for 2 reasons. One, it got people to buy that. Number two it was cool because it got a whole bunch of people on a $300 a month coaching program as well, which is one of my goals this year. How do I create a $300 a month? To be honest Frank Kern has a $300 a month thing. Ryan STewman has a $300 a month thing. I was like, “I want a $300 a month training program.” So it kind of forced us to do that, but the cool side effect, it created this really cool thing where now $300 a month or lifetime access for $2000. So it was a huge discount there, which pushed everyone to the $2 grand. When we had Neurocell, our supplement, it was kind of similar the way pricing was. We had one bottle, three bottles or four bottles. We had a pricing strategy where basically you had to be a moron to buy one bottle. Where if you had any brains at all you’d buy the four bottles. It was $80 a bottle, or it was $40 a bottle if you get three. It was crazy and it pushed everybody to where we actually wanted them. And by doing this it did that as well. It helped me do two goals. One was to help me build up a $300 a month coaching program, number two it pushed people to what I actually wanted them to do, which was the $2000, which was really cool. Now it’s been fun because people are going through there and the training for those who are going through it, it’s super in depth and intense and crazy and amazing. It’s getting me excited to watch what people are doing. So that was some of the break down. Basically the last 3 days were urgency and scarcity and that’s what pushed it over the million dollar mark. That’s, by the way, a million dollars collected. A lot of people use, can I say this publicly? The company basically went bankrupt, so I can. There’s a thing we in the industry call stomper math. In stomper math, there’s a company called stomper net and they used to do launched and they’d be like, “We did 18 million dollars.” But it was not collected, it was if all the payment plans go through for the next 5 years then they would have made 18 million or something like that. I hate that. Stomper math, this was like a 10 million dollar launch. But in real math, not common core, but real math, we collected a million dollars. So after we rebuild stuff we’ll be higher. Anyway, I thought it was cool. Urgency and scarcity from this point forward, and again, the offer was basically the thing that I wanted to sell wrapped in with the recordings of this, excuse me not the recordings. I said a curse word. You get the Expert Secrets Master Class course for free as well. So that’s kind of it. So those who  were in the Two Comma Club coaching program, all the recordings of this are in the members area. So you can go back and watch them. I highly recommend at least watching these first three. These first three were probably some of the best presentations I’ve ever given, ever. I’m really proud of them and it will help you implement. The first three for those of you who are listening are The You in Expert, Create Your Digital Offer, and The Big Domino. There was something about the training, the way it worked. This training is just, I’m really proud of them, they turned out amazing. Anyway, we probably will be trying to evergreen this funnel in the near future, I’m not sure exactly how to do it yet. But in the future if you go to expertsecretsmasterclass.com, it may be there, the evergreen version where basically you opt in and we have a 24 hour countdown and it disappears after 24 hours. I don’t know, I haven’t figured that part out yet. We may or may not try that in the future. But yeah, that was kind of a breakdown of how the campaign worked and it was a lot of fun. Tons of reciprocity, tons of goodwill, a lot of people weren’t able to buy, they still got tons of stuff from that. And what’s been interesting in my business, as I’ve been watching this, the more I give away, it’s people have success with the free stuff, in fact Dan Henry is one person who said this specifically. A bunch of other people said, I feel like I owe you because I’ve made so much money from all the free stuff. Dan, I remember when he joined the inner circle, he’s like, “I feel like I owe you $25 grand for all you already gave me. So I’m just going to give it to you so I can be in your inner circle, but I feel like I owe it to you anyway.” And that’s what I want to do. I want to give people such good stuff, they can run with it and have success. So much so that in the future they’re like, “Man, I need to buy all Russell’s stuff, because I feel like I owe it to him.” So it’s kind of a good spot to be in. That’s what I’m trying to focus a lot more on. That’s kind of how the whole thing worked, it was really fun and enjoyable. The big key takeaways are number one, just giving and building this huge reciprocity streaming this huge, live streaming to YouTube and to Facebook. I think when all was said and done it was like a quarter of a million people that had seen parts of this training. It might have been more than that. It was amazing. Having an offer, a really good offer with a really good pricing strategy behind it, when Brendon comes out with his course later this year, hopefully he’ll….he’ll probably use this process to launch it. But watch how he structures his offers. I think that’s the key of it. What he does, he’ll do this whole training and be like, “Hey expert academy, my $1000 course, I’ll give you a 50% discount, so you get $500, plus you get this for free.” It’s all about creating an irresistible, amazing offer.  It took us a couple of tries and while this thing was happening, tweaking our offer before it got right. That’s another thing you’ve got to understand is that we’re tweaking offers in the, as they’re happening. In the middle we’ll be like, “Ah, it’s not working. It’s not converting. Change it, tweak it.” If your thing’s not converting, change the offer, don’t like, “Ah it didn’t work.” If you would have seen the behind the scenes, and I think we probably filmed some behind the scenes of that from the behind the scenes Funnel Hacker TV show. But we’re shifting and changing and modifying things on the fly because it’s happening in real time and it’s kind of crazy. Anyway, this was a really cool thing to kind of end the launch with. You know it added an extra million dollars to the bottom line, which was cool. It helped us figure out the pricing strategy for long term when we do evergreen-ness. How to actually sell the coaching, what the right messaging…Forcing myself to do a webinar live, helped me figure out what was wrong with my webinar hook. Then having me do a webinar where I recap the whole thing gave me another deep ability to fix the things and know what to do when I make this thing an auto webinar and sell it as a coaching program in the future. And this is the other thing I learned that was awesome. When you do a webinar, and maybe this only works in my market, I’m not sure. Or like a business market. But doing a webinar and then the next day showing them what you did. The second webinar made us more money than the first. So one cool thing I’m going to start doing is, I think with some of my webinars is if somebody registers be like, “Hey, if you watch to the end, what I’m going to do is send an email with a break down where I’m going to show you behind the scenes. I’m going to show you the webinar funnel, what we did. I’m going to let you funnel hack what I just did. I’ll give you the share funnels, the emails. But you have to watch the webinar to be able to get access to that.” And it should force people to consume the webinar, which will create sales and things like that. That was a cool thing, doing a double webinar. We did that back in the day. 8 or 9 years ago we used to double things like that. We’d do one and one right after. I forgot about them and it was, I think there’s a correlation here, doing a double webinar and the second webinar is showing something, but just keeps closing sales. But it’s a different presentation. I’ll test with that and let you guys know what we figure out. Figuring out your pricing strategy was big. There’s so many cool lessons from it. Hopefully you guys watched it and experienced it. You had a chance to see behind the scenes of the numbers and metrics, the big takeaways and aha’s we learned along the way. Anyway, it was pretty awesome. Hopefully I’ll see you guys. Thank you again for listening to Marketing Secrets podcast. If you are not on iTunes, please search on iTunes, leave me some feedback and listen to it there. Because on iTunes, it’s cool because it’s not just, I think this is episode 5 or 6 or whatever we’re on Marketing Secrets, but on iTunes you get access to all of the back episodes, like 350 episodes from when I was running the Marketing Secrets show under a different name. It was called Marketing In Your Car. I highly, highly recommend you guys going back and binge listening to all of those because they are good and they are worth it. A lot of our biggest success stories people have a chance to binge through everything. Watch the video here if you’re watching on YouTube, but go to iTunes and subscribe go binge listen to everything. Catch up with us. You can be hanging out with all these things and all this stuff will make a lot more sense to you. Anyway, that was it for the 7 day launch. I hope you guys enjoyed that and we’ll talk to you guys soon. Bye everybody.

Here is a recap of a 7 day internal launch that made over a million dollars and what we learned along the way. On today's episode Russell gives the details of the 7 day launch strategy and what worked and what didn't. Here are some insightful things you will here on this episode: A step by step guide to what Russell did for each of the 7 days in the launch. What mistakes were made and how Russell and his team were able to make tweaks on the fly to make it better. And what Russell learned from the experience and how it can help others with their own businesses. So listen below to get a cool step by step guide into the 7 day launch. ---Transcript--- What’s up everybody, this is Russell Brunson. Welcome to Marketing Secrets podcast. Today we’re going to be talking about the 7 day launch. Hey everyone, this is Russell and welcome back to Marketing Secrets podcast. So today I’m going to be talking to you guys about this launch right here and the reason why, is my inner circle members keep asking me, “Hey Russell, can you please show us what happened behind the scenes of the 7 day launch?” They want the stats, numbers and details. So I thought I’m going to kill two birds with one stone. Because I wanted to talk about this on the podcast anyway. So this is for the inner circle members and for those of you who listen to the podcast, I hope you love it. I’m not going to go deep into the numbers, I will just tell you that this launch in 7 days did over a million dollars in coaching sales, which is exciting, so it worked. I initially learned about this concept from one of my friends, Brendon Burchard. If you watch Funnel Hacker TV, the behind the scenes show, you will see some of the behind the scenes of us kind of going through this. He was in Las Vegas and I flew out there and there’s a whole episode on funnelhacker.tv where you’ll see me flying to Vegas, hanging out with Brendon and getting ideas on how he did this. So I’m not going to go too deep into all the strategies, just because I know he is launching a course later on this year. I’m going to buy it, you should all buy it, we should all buy it, it’s going to be amazing. Going deep into the deep in the details and giving the swipe files and stuff like that, but if you were watching you probably saw it, first off. Second off, you probably got the swipe files just by getting my emails and stuff. So you’ve got some feedback, if you’ve been funnel hacking and watching, you’ve had a chance to see it. Basically the way it worked is we did the book launch for the first 30 days, which built up a lot of pressure and excitement and we made a lot of book sales and upsells and everything else. At the end of it I wanted to do something cool. I wanted to figure out how, those who wanted to go deeper, how do I offer a coaching program that’s not me being, I didn’t want to feel like I was selling again because it’s just…..You know how it is, after a while people don’t want to keep being sold. I’d say it’s not like I wanted to sell a coaching program, to help people want to go to the next level with it, which is exciting. But then second off, I wanted to give and serve. So when Brendon gave me this idea I loved it. So basically how 7 day launch works is, and those who saw it, basically what happened is Monday I started promoting it, Tuesday I did this long training. So if you’re watching the video you can see day 1 I basically did an episode from 11 until noon-ish, I can’t remember exactly how it all went. And module one was you becoming an expert. What’s interesting is the book promo is all about Expert Secrets, but there was stuff like as soon as you read the book there’s this weird finality where it’s written and done and you can’t edit it or touch it again. And there were things as we’re selling it that I was like, “Oh…” during my interviews all these things kept coming up. There was stuff I wished I could share and there was pieces I wanted to just do. So what’s cool, is giving the ability, because I don’t have to re-teach the book, because people have the book, but here’s a master class of what’s next. If you read the book and you’re like, “What’s the next piece? What is it?” So this one here I went really deep with you becoming an expert and finding your voice and it was just training and it was awesome. So what we did is we emailed, so on Expertsecretsmasterclass.com, by the time there was a video, they embedded the live video from YouTube, people could watch and promote that through email. But then we also setup Facebook Live, I think there’s just those two platforms. So when we started this and clicked record, I came on and said, “Hey guys, we’re recording a course, it’s going to be awesome. I’m going to jump up here and start recording, be back in a minute.” Then we clicked go and it was like life. So I taught this entire thing, training. It was awesome. Then during the breaks we had testimonial videos streaming of our coaching program of the FHAT event, The Funnel Hack A Thon event so people could keep seeing success stories. I took a break so I could go to the bathroom and reset. We came back and taught number two, which is creating an irresistible offer. And that was it for day. I think I was up there for 3 hours, it was awesome. When all was said and done, I think we  had 20 or 30 thousand people watch it between YouTube and Facebook. Gave tons of good will and it was really, really cool. A lot of people who, they’ve been stuck on these two pieces, I had a chance to go deeper on that and give them everything. So that was day number one. And then this is where it replayed for 24 hours and then it disappeared. People had the chance to watch it for 24 hours, and some did, and then it disappeared. Then day two started. Day two I wanted to do the big domino, it went really deep to help people understand that. Then we had a break again, and then what I did at the latest session, actually did a webinar. Now, it’s a little different from Brendon, when he did his, basically at the end of day two is when he pushed people to a video sales letter, which sold a product. Me, I just did a webinar. One of the big things that was kind of interesting. When we created this offer, part of this training is really cool and desirable. A lot of people aren’t going to be able to watch it live, and you pull it down and you stage, because people actually want the content and the training. At the end of this I’m not selling this as a course because it’d be hard to sell because people are like, “I missed part of it, I should have watched it!” and all these kind of things. So instead it’s like, if you join the coaching program you get all this course for free, and notice I didn’t say the recordings of this product. Because recordings seem really cheap. Getting this course, the Expert Secrets Master Class, the perceived value is way higher, it’s the course not the recordings. If you watch the videos back I tried to say that, I think a couple of times I messed up and said recordings. I was trying to get it perfect. So that was here, and then what’s cool is that happened and sales started coming in for the coaching program. Because there was a webinar and they got to watch me do the webinar but then I was actually selling the coaching program on the webinar. Now what’s happening, as soon as it was done, it’s funny because it’s the first time I’d ever done this webinar. We created it the night before, it was perfect webinar, hacked style. So it was one headline, three secrets, a board with things. I pitched two offers, which is usually a wrong thing to do and it was in this case too. We had 2,000 or 15,000, it was just complicated when you get to the stack. So sales did okay, but I was kind of honestly, when the camera shut off, I was sitting there kind of depressed. Dang, that did not feel right. They didn’t convert right. Some people bought but it wasn’t right. I was just like, dangit. I was frustrated and that night I was kind of stressing out about it and realizing that. So then we made some tweaks and changes. And the cool thing is day three, I came back and broke down the campaign and showed them and went through the webinar again. And what’s cool about the second webinar, or the second training is because I was going through what I did and what worked and what didn’t work. I knew what hadn’t worked the first time. So I had this really cool opportunity to weave in different close, different stack, different things, to close the deal from the day before. I’m going to talk about why this is so key here. Because I think I figured out something amazing. But after that section, sales started coming in like crazy. The second webinar where I broke down what I did here, but then use that, and hopefully you guys watched that, if not you missed it. But I was weaving in all these closes throughout it, it was kind of a cool thing. But I was just breaking down what we were actually doing. Then we had a break and at the end I did a virtual book tour, which is kind of a bonus training of how we got traffic and then that was it. When that one ended, sales were coming in better than the day before. I was able to fix some of the things I had done wrong back here, which was good. But there was something wrong with the, there was something….it still wasn’t quite big so I was sitting there and I was kind of… I don’t know about you guys, but when you nail it I have all this energy afterwards. When I don’t I just feel this lack of energy. When we got done afterwards I was like, it was good but I still felt this lack of energy. I felt this weirdness around this pricing strategy and if you look at pricing it was $2000 to do the online version, or $15000 to do the online plus come to Boise, plus get Fill Your Funnel and a bunch of other really cool things. And it was kind of, there was complexity in it. So we were talking about it, “Maybe we’ll open up a payment plan.” I hate payment plans and all those other sorts of stuff. Then I had this idea and I was like, “Wait a minute, what if instead of a payment plan, what if…” So this is the pricing strategy that turned this campaign from….at the end of day two we probably had $150,000 in sales to two days later we did over a million dollars in sales. What was the difference? This was the piece that was key, it was pricing. So we shifted this, if you guys watched it, I came out and said, “Hey a lot of people are asking for a payment plan, unfortunately we don’t have a payment plan. But I did decide to turn this coaching program into a $300 a month one. So you come here, it’s $297 a month, or you can get lifetime access for $2000 or you can upgrade to the $15000 and com to Boise and get all this other stuff as well. So what’s interesting, I know some of the guys on my team were nervous, “Oh no. If it goes $300 a month, everyone’s going to take that and it’s going to draw whatever…” What’s interesting is that we had people take that, but what it did was become almost like a decoy offer where it made everybody buy the $2000 offer, it’s crazy. Tons of people bought, suddenly $2000 seemed cheap versus $300 a month and it was cool for 2 reasons. One, it got people to buy that. Number two it was cool because it got a whole bunch of people on a $300 a month coaching program as well, which is one of my goals this year. How do I create a $300 a month? To be honest Frank Kern has a $300 a month thing. Ryan STewman has a $300 a month thing. I was like, “I want a $300 a month training program.” So it kind of forced us to do that, but the cool side effect, it created this really cool thing where now $300 a month or lifetime access for $2000. So it was a huge discount there, which pushed everyone to the $2 grand. When we had Neurocell, our supplement, it was kind of similar the way pricing was. We had one bottle, three bottles or four bottles. We had a pricing strategy where basically you had to be a moron to buy one bottle. Where if you had any brains at all you’d buy the four bottles. It was $80 a bottle, or it was $40 a bottle if you get three. It was crazy and it pushed everybody to where we actually wanted them. And by doing this it did that as well. It helped me do two goals. One was to help me build up a $300 a month coaching program, number two it pushed people to what I actually wanted them to do, which was the $2000, which was really cool. Now it’s been fun because people are going through there and the training for those who are going through it, it’s super in depth and intense and crazy and amazing. It’s getting me excited to watch what people are doing. So that was some of the break down. Basically the last 3 days were urgency and scarcity and that’s what pushed it over the million dollar mark. That’s, by the way, a million dollars collected. A lot of people use, can I say this publicly? The company basically went bankrupt, so I can. There’s a thing we in the industry call stomper math. In stomper math, there’s a company called stomper net and they used to do launched and they’d be like, “We did 18 million dollars.” But it was not collected, it was if all the payment plans go through for the next 5 years then they would have made 18 million or something like that. I hate that. Stomper math, this was like a 10 million dollar launch. But in real math, not common core, but real math, we collected a million dollars. So after we rebuild stuff we’ll be higher. Anyway, I thought it was cool. Urgency and scarcity from this point forward, and again, the offer was basically the thing that I wanted to sell wrapped in with the recordings of this, excuse me not the recordings. I said a curse word. You get the Expert Secrets Master Class course for free as well. So that’s kind of it. So those who  were in the Two Comma Club coaching program, all the recordings of this are in the members area. So you can go back and watch them. I highly recommend at least watching these first three. These first three were probably some of the best presentations I’ve ever given, ever. I’m really proud of them and it will help you implement. The first three for those of you who are listening are The You in Expert, Create Your Digital Offer, and The Big Domino. There was something about the training, the way it worked. This training is just, I’m really proud of them, they turned out amazing. Anyway, we probably will be trying to evergreen this funnel in the near future, I’m not sure exactly how to do it yet. But in the future if you go to expertsecretsmasterclass.com, it may be there, the evergreen version where basically you opt in and we have a 24 hour countdown and it disappears after 24 hours. I don’t know, I haven’t figured that part out yet. We may or may not try that in the future. But yeah, that was kind of a breakdown of how the campaign worked and it was a lot of fun. Tons of reciprocity, tons of goodwill, a lot of people weren’t able to buy, they still got tons of stuff from that. And what’s been interesting in my business, as I’ve been watching this, the more I give away, it’s people have success with the free stuff, in fact Dan Henry is one person who said this specifically. A bunch of other people said, I feel like I owe you because I’ve made so much money from all the free stuff. Dan, I remember when he joined the inner circle, he’s like, “I feel like I owe you $25 grand for all you already gave me. So I’m just going to give it to you so I can be in your inner circle, but I feel like I owe it to you anyway.” And that’s what I want to do. I want to give people such good stuff, they can run with it and have success. So much so that in the future they’re like, “Man, I need to buy all Russell’s stuff, because I feel like I owe it to him.” So it’s kind of a good spot to be in. That’s what I’m trying to focus a lot more on. That’s kind of how the whole thing worked, it was really fun and enjoyable. The big key takeaways are number one, just giving and building this huge reciprocity streaming this huge, live streaming to YouTube and to Facebook. I think when all was said and done it was like a quarter of a million people that had seen parts of this training. It might have been more than that. It was amazing. Having an offer, a really good offer with a really good pricing strategy behind it, when Brendon comes out with his course later this year, hopefully he’ll….he’ll probably use this process to launch it. But watch how he structures his offers. I think that’s the key of it. What he does, he’ll do this whole training and be like, “Hey expert academy, my $1000 course, I’ll give you a 50% discount, so you get $500, plus you get this for free.” It’s all about creating an irresistible, amazing offer.  It took us a couple of tries and while this thing was happening, tweaking our offer before it got right. That’s another thing you’ve got to understand is that we’re tweaking offers in the, as they’re happening. In the middle we’ll be like, “Ah, it’s not working. It’s not converting. Change it, tweak it.” If your thing’s not converting, change the offer, don’t like, “Ah it didn’t work.” If you would have seen the behind the scenes, and I think we probably filmed some behind the scenes of that from the behind the scenes Funnel Hacker TV show. But we’re shifting and changing and modifying things on the fly because it’s happening in real time and it’s kind of crazy. Anyway, this was a really cool thing to kind of end the launch with. You know it added an extra million dollars to the bottom line, which was cool. It helped us figure out the pricing strategy for long term when we do evergreen-ness. How to actually sell the coaching, what the right messaging…Forcing myself to do a webinar live, helped me figure out what was wrong with my webinar hook. Then having me do a webinar where I recap the whole thing gave me another deep ability to fix the things and know what to do when I make this thing an auto webinar and sell it as a coaching program in the future. And this is the other thing I learned that was awesome. When you do a webinar, and maybe this only works in my market, I’m not sure. Or like a business market. But doing a webinar and then the next day showing them what you did. The second webinar made us more money than the first. So one cool thing I’m going to start doing is, I think with some of my webinars is if somebody registers be like, “Hey, if you watch to the end, what I’m going to do is send an email with a break down where I’m going to show you behind the scenes. I’m going to show you the webinar funnel, what we did. I’m going to let you funnel hack what I just did. I’ll give you the share funnels, the emails. But you have to watch the webinar to be able to get access to that.” And it should force people to consume the webinar, which will create sales and things like that. That was a cool thing, doing a double webinar. We did that back in the day. 8 or 9 years ago we used to double things like that. We’d do one and one right after. I forgot about them and it was, I think there’s a correlation here, doing a double webinar and the second webinar is showing something, but just keeps closing sales. But it’s a different presentation. I’ll test with that and let you guys know what we figure out. Figuring out your pricing strategy was big. There’s so many cool lessons from it. Hopefully you guys watched it and experienced it. You had a chance to see behind the scenes of the numbers and metrics, the big takeaways and aha’s we learned along the way. Anyway, it was pretty awesome. Hopefully I’ll see you guys. Thank you again for listening to Marketing Secrets podcast. If you are not on iTunes, please search on iTunes, leave me some feedback and listen to it there. Because on iTunes, it’s cool because it’s not just, I think this is episode 5 or 6 or whatever we’re on Marketing Secrets, but on iTunes you get access to all of the back episodes, like 350 episodes from when I was running the Marketing Secrets show under a different name. It was called Marketing In Your Car. I highly, highly recommend you guys going back and binge listening to all of those because they are good and they are worth it. A lot of our biggest success stories people have a chance to binge through everything. Watch the video here if you’re watching on YouTube, but go to iTunes and subscribe go binge listen to everything. Catch up with us. You can be hanging out with all these things and all this stuff will make a lot more sense to you. Anyway, that was it for the 7 day launch. I hope you guys enjoyed that and we’ll talk to you guys soon. Bye everybody.

A bunch of the cool stuff I got from my day with Brendon Burchard. On today’s special Marketing From An Airplane, Russell talks about a meeting he had with Brendon Burchard and why he is taking a private jet back home to Boise. Here are some of the cool things you will get to hear in this episode: What cool ninja tricks Russell learned from Brendon and what ninja tricks Russell was able to give to him. How Brendon is able to take 17 weeks of vacation a year and why Russell wants to be able to do something similar. And the different approaches Russell and Brendon have when it comes to people recognizing them in public. So listen below to hear about the awesome things Russell learned from Brendon and find out why you should never use the bathroom on a private jet. ---Transcript--- Hey everyone, this is Russell Brunson. I want to welcome you guys to, actually Marketing in Your Airplane. Hopefully you guys can hear me, it’s kind of loud in here. I’m literally in my own private airplane right now. Let me tell you the back story. So earlier yesterday, actually it goes back a couple of weeks ago. A couple of weeks ago I went to a Mastermind meeting at Dean Graziosi’s office and a bunch of cool people were there. And one of the cool people was Brendon Burchard. Brendon and I met probably ten years ago. I always respected him, and we kind of talked a few times, but we never really got to know each other. That was the first mastermind we sat together for the whole day. Towards the end I was just like, man, if you look at our industry and then the personal development industry, we’re on the outside obviously because there’s no other options but in our world, me and him are definitely have the biggest companies. We never hung out, we never shared notes or talked about what worked or what didn’t work, things like that. So I messaged him a couple days later, “Hey, we should get together and just hang out, and share notes on what we’re both doing and hopefully get some ideas.” And he was like, he gave me three days, “I got this day and this day and this day.” In different parts of the country, and I was like, “Vegas sounds perfect.” because it’s an easy flight out of Boise. So I booked the thing and then yesterday morning I woke up at 4 o’clock in the morning, flew out to hang out with him. We hung out all day and then I’ll talk about what we talked about here in a minute. But then at the end of the day I get a message from Melanie, my assistant, actually voxed me and said, “Your flight got delayed, and it was a connecting flight, so that one you’re going to miss. I’m trying to find another flight, everything direct is sold out.” And all sorts of stuff. She couldn’t get me out that day. And then Brendon is like, “Oh don’t worry man. I’ll take care of you.” I’m like, “What’s that mean?” He’s like, “Hold on.” And he called a couple of numbers and he’s like, “Okay, there’s a jet picking you up in the morning and they’ll fly you back to Boise.” I’m like, “are you kidding me?” Dang, look at that. Oh you guys can’t see it. I’m looking out the window and there’s a jet flying past this jet. There’s jet streams. What? That was cool. Anyway, he’s got an account with JetSuite. He just called them up and then they flew to Vegas, and they picked me up this morning and now we’re flying back to Boise. And I’m literally the only person on this plane. There’s 4 seats, 2 pilots. And it’s the coolest thing in the world. Also, by the way, we’re starting a vlog, so I’m recording this, so if you guys in the future can see our vlog, it’ll be episode three and we’ll show the whole story. Behind the scenes, show you the flight, if you guys want to see the visuals. You should probably see what I just saw, that’s where you go to check it out. Anyway, so that’s what’s happening right now. I’m flying back home and again, I was trying to fly in the morning and out at night, so I could get back home for Ellie’s soccer game tomorrow, but I missed it unfortunately.  Instead I’m flying in a private plane home, which is insane. So I’m doing that right now. So while I’m flying home I’ve been kind of taking notes on the cool stuff that Brendon and I talked about. And I obviously can’t share with you, something I just can’t share because they were things he shared with me in confidence. But there are some things I definitely can share. The number one cool thing, is this cool thing called JetSuite, which is the thing I’m on right now, literally. They pick you up, they fly you, they….I don’t know if it’s possible to get in Boise, but it’s definitely, at first gotta figure out. Honestly I walked right up, jumped in a plane. There’s no waiting and it’s funny because I bill my time, if someone wants to hire me for an hour, I don’t even know what it would be right now. Last time I did, it was 5 grand an hour. Since then I’ve had like five people try to do it, and I turned it down because I didn’t have time for it. Let’s just say it’s 5 grand an hour. So I saved an hour being in airports. Probably two if you look at landing and coming. So that’s two hours. That’s 10 grand right there I just saved. And then on the flight, there’s wifi, there’s nobody here coughing on me, or sneezing on me. If I had business partners, and my wife and kids, I could get some cool connection time on the plane as opposed to sitting in a normal plane cramped and miserable. So that right there is awesome. So I’m going to be looking for that. Let’s see, another thing, what’s interesting is Brendon and I were talking, we have different super powers that are different. I think what I’m really good at is building out amazing front end funnels that are profitable from day one. I look at every one of the funnels that we built, especially free plus shipping funnels, all those ones are optimally designed so that when we put a dollar into advertizing, it puts $50 back out immediately into sales. You guys have seen us talk about that, all our break even funnels and stuff like that. I’m really good at that. And then I look at Brendon, and Brendon’s not quite as good at the front end funnels, but what he’s really good at, when someone comes into his funnels, for the next 400 days there’s a sequence he goes through and takes them through the 16 or whatever different courses he sells, he pushes people to different events, everything. He does 9 events a year and never promotes any of them outside of the follow up sequence that happens.  He brings someone in the funnel and then the sequence goes for 400+ days, fills 9 events a year. So with all the info products, all the courses, I’m not really looking to share his revenue, but you know, well over 8 figures, multiple 8 figures in this process. So for him, he’s got these front end funnels that aren’t profitable up front. He drives insane amounts of traffic, and by day 60 he breaks even. It takes 60 days to break even and he knows that. So because of that he goes and spends tons of money of Facebook ads, YouTube ads and radio, those are his three big traffic sources right now, which is cool. I’m going to try radio with my book, which I cannot even wait to do. And then I look at my business, I’m really good at break even, being profitable right out of the gate, but my long term funnels aren’t that long. I think it’s because, and I talked about this with the inner circle members. I think I had a podcast that talked about this too. But my creativity in our business for a long time was creating new offers, new businesses. That made 3 or 4 million dollars a year, and then we transitioned into having one focus, Clickfunnels, and created offers to get people into Clickfunnels. We went from 3 million to 30 million. Then my goal to go from 30 to 100 is focusing on new traffic sources. And I look at Brendon, that’s what he’s done. He has these funnels and he’s focusing on traffic sources that he can bring in and then they break even after, hopefully within 60 days of bringing people in. So that’s been kind of my biggest takeaway, is that. He does typically someone comes in his funnel and there’ll be two or three weeks promoting one of his courses, and then he’ll have a two week buffer time. Which is two weeks of him sending amazing videos that tell stories, build relationships and doesn’t sell anything. Then after two weeks of buffer, he sends people back into another two or three week period where he’s selling the next course. Then he’s got a two week buffer. Back and forth for 400 and something days, which is insanely cool. And I think that my problem, why I haven’t done that in the past is because I’m so excited about the new offer I’m creating all the time, I don’t want people in the long sequences, and I don’t know how to promote the next offer. And he was like, “Why do you keep creating offers.” He’s like, “That’s my problem, I have 16 courses. Why don’t you stop creating courses, and just plug them into this sequence and then you can just focus on driving traffic. That becomes your focal point.” And the interesting thing about traffic, traffic is the one part of my business that doesn’t require me, which is interesting. The funnel part requires me, because it’s all my creativity, my voice, my videos, but on traffic, it’s like I can step back, and it’s John on my team and his team underneath him who drive the ads, that becomes the focal point. And it’s interesting because I love and I get so good at creating lots of funnels over and over again that I spend insane amounts of time, way too much time. Brendon told me, I think he takes, I think he said, 17 weeks off a year. I think that’s what he said. 17! 17 weeks. That’s like 4 months, that’s more than 4 months. Over 4 months a year he takes off. I can’t do that, I don’t do that. I’m always in hustle mode, and I think that’s because I’m always creating the next funnels, push all the ads into that funnel and sell it as opposed to all these amazing funnels we’ve created and just put them into a killer, long sequence and then focus on the traffic. Which even the traffic part does not take my whole time. That was the big takeaway for me, that was the huge aha. So I just kind of look at Brendon, imagine if you took your funnels, you broke even, you 3x’d on day one like we do with all of our funnels. Then instead of break even on day 60 you tripled on day one, and then from there you kept doing what you’re doing. So he was excited about that. I was showing him all our ninja hacks to 3x on day one. And he was showing all the ninja hacks where he can basically not work, because he’s got all the courses lined up sequentially. And it’s interesting, the logical sequential order of things, I always thought that Experts Academy was his biggest business, but it’s not.  In fact, High Performance Academy is his thing, his biggest, that’s his mission, that’s his “date with destiny”. Tony Robbins has Date with Destiny, which is his pinnacle. For him High Performance Academy is his pinnacle event he’s trying to get people to. And so all of his funnels are focused on getting people, he has no sales people, no nothing. He also has a 30 thousand a year mastermind and a 60 thousand dollar a year mastermind, and a 250 thousand dollar a year, and all those masterminds he doesn’t have any sales people to sell them. They all just come through funnels, which is insane. I’m like, “But with a sales person it’s really easy, it converts just as many people.” He’s like, “yeah, I don’t worry about that. I just put it out there and some people buy. I just jam enough traffic into it that if one out of every 10 thousand people buy, it all works.” I’m like, “Crazy.” It’s fun to see this whole business through a different lens than my own, which is really cool. So that was one of my biggest takeaways. So for you guys, if you’re all like me and you work too hard, I think that’s the key. Quit creating tons of new funnels, which I know we all love, it’s so exciting. But focus on, it comes back to follow up funnels, action funnels, like we talked about at Funnel Hacking Live. It’s interesting, I think I did a presentation in December that showed how every dollar made in our break even funnels made $60.73 in our follow up funnels. That was with it in a short, 30 day follow up window, as opposed to what Brendon’s doing where it’s like 400 days. So anyway, that’s something that I was literally sketching out in my notes from on my private plane. So crazy.  On the plane, trying to figure out how I’m going to do that and what is the sequential order of my products. If someone comes in, my first thing I want to have is Expert Secrets, from there Dotcom Secrets, from there what is the sequential order? What’s the pieces they need and the order they need them? How can I do it the cool way where I spend a couple of weeks getting people into the program, a couple of weeks telling stories, building value to now they love us, and a couple of weeks transitioning back and forth, back and forth. I think my biggest fear when I look at this is how am I going to create 400 days follow up sequence? And I look at Brendon and he didn’t do a 400 day follow up sequence. He would build one and then another one. I think what I’m going to do is, here’s my thought, and I may change it, but I’ll share with you guys and maybe it’ll give you guys some ideas on your own. I’m going to spend the next 30 days building out a 30 day follow up funnel. So if someone buys the book or anything, whatever they buy, what’s the first thing I want to introduce them to? They buy the book and the book is the initial sequence or whatever. Then all those people, from all my front end offers, so I’m looking at I think 10 or 11 front end offers to bring people into it, all my break even funnels that I love. So I have a break even funnel, they go to the initial sequence there, after they do then we dump them from there into, and I’ll probably call to action funnel and call it the first 30 days, and then the first 30 days will be like, here’s the process for the first 30 days. Our number one goal for the first 30 days is to get them to buy Clickfunnels. So boom, I’ll take them through the sequence process and they’ll buy Clickfunnels, they’ll watch the webinar, we’ll indoctrinate and tell stories and all that kind of stuff. From there, we’ll share a bunch of content, maybe some Funnel Hacking Live videos to give value. Then number two, now we got that. What’s the next thing we want to take? So then I’ll probably call it the second 30 days and then the third 30 days. I’ll probably create an action funnel for each one. And at the end of the first 30 days after I build that second 30 days, I’ll go back to the end of the first 30 days and I’ll add in a step in the action sequence that says, “When they finish day 30 move them to the second 30 day sequence.” Then everyone will be past that, then it will be automatically into the second sequence and that way I can just build out 30 days at a time and not stress out about how I’m going to build 400 days. No I’m just going to build 30 days at a time. And then everyone that buys will be dumped in the first 30 days, here’s the sequence they go through. Everyone will go through the same sequence, same everything. Then at the end of that I’ll start building the next 30 days. Whenever I get it done, then I’ll dump all leads into the second 30 days and then I’ll hook it up so that everyone new coming in past day 30 si on the automatically shifted to the next action funnel. So it could be kind of cool. So maybe after I do this, this is actually a cool product. That reminded me of something else. Okay, this might be a cool product I do. After I get the first 365, here’s the first 365 day follow up sequence, I may just want to buy that book. Here’s every email for the first 365 days when someone comes into our funnels. So maybe I’ll do that. Yeah, that’d be a cool product. So in a year, I’ll sell that to you guys if you want it. Yeah, that’d be kind of cool. So this is a cool thing I got from Brendon, which is crazy. This is a couple of years ago, he did his, I can’t remember which course, Expert Academy, one of his products. He ended up selling 2500 of them at $2 grand a piece. A lot of money. Bu then afterwards he was like, “What do I do with all these people?” he was so proud of all the videos and email sequences and all the stuff he had built, so what he did was he took all of the prelaunch videos and burned them on a dvd and then got them all transcribed and then he took all the email swipe files, all that kind of stuff, got them all transcribed, put them in this big book and then he sold, I think for $97 you get the DVD, then the transcripts of the campaign. So anyway, so he sold for $97. From that he sold over 60 thousand copies, 600 grand, 60 thousand copies at $97 a piece of the marketing material for people to see and model, which is crazy. Insanely crazy. In fact, oh my gosh I got an idea. I’ve got Funnel Hacker Swipe file.com, what if I did that with every campaign we did, start selling the swipe files? That’s interesting. Maybe I do it inside of funnel u? I don’t know, just gives me ideas. But it made an extra $600 grand after just selling the prelaunch materials to the same audience. 3 times bought the marketing material as people who bought the actual product. It’s crazy that people buy the product, the $97 thing he still sells at events everywhere else, people buy that and go through all his marketing material, and then they go back and buy his thousand dollar product now because they want it. It’s kind of like what Frank Kern does. If you look at Frank Kern business funnel, he creates a product then launches it and after he sells him showing you what he did on that funnel and that’s it. Its like swipe files. Here’s the campaign plus the swipe files and it’s insanely cool. Anywho, so much cool stuff. Alright, a couple of other cool things I learned from him. He’s obviously, he’s done two products with Oprah, so one of the interesting things he does with every one of his funnels, he has to make sure it’s Oprah proof. Oprah and her people literally go through all his funnels and it has to be clean enough that it’s Oprah proof.  I started thinking about that, are my funnels Oprah proof? Where someone like Oprah came through would they be offended, would they not like it or whatever? Oprah’s obviously not someone I’m going after, but who is the person I’m going after? Who are the people that I want to make sure….thinking about that, is the copy and positioning and all the stuff in your funnel, who is the dream person you want to go after? Would it pass their inspection and be like, this is cool and not scammy or spammy. In fact, I went to one of my funnels the other day and some weird email came out and I was like, “Ugh.” I remember I hired this guy to write emails and he wrote that email and I’m like, it’s not congruent with me or what I say. So it’s something to think about. The other cool thing he showed me how to do with YouTube ads. So the thing with YouTube ads, there’s a YouTube ad that will be a video of him sharing  3 tips from his book and it pushes people to the book. And the people who watch that will be targeted to watch video number two, which has 3 more tips, and then push the book and then he targets those people to go to video number 3 which is now a recap, “Here’s the 6 tips I talked about before” and pushes them back to the book. And then if they haven’t bought the book after the 3 videos, then he puts them on a “Do not solicit” list. If they haven’t bought from three videos, they will never buy and they have no hope. And you should never follow them or show them ads again.  He puts them on a do not solicit list, which is kind of cool. Kind of a cool strategy as well. What else, what else? So many cool things. I hope that gives you guys some cool stuff. It was legit amazing, and now I’m sitting in a jet. I have a new love and respect for Brendon. I always said he was cool, but I just didn’t know him or understand him and I think that I had kind of a misconception of him sometimes because, and it was interesting because I always thought he , in his mind he was kind of like me, he sees himself as a marketing dude, teaches marketing stuff. And as I talked to him, it’s completely opposite, he thinks of himself as first off an author, and then his goal, his whole dream in life is personal development and high performance, things like that. In fact, his next book is called something about high performance as well. He spent two years with a whole research team creating insane stuff, building a test that measures high performance, that’s his huge passion. And he’s like, “I always teach the marketing stuff, you teach marketing better than me. Frank Kern teaches marketing better than me. I’m not the best marketing teacher but you’re all my people who come through all my high performance stuff that want to know how I build this company. So I do Expert Academy once a year just to be like, ‘here’s how I do it. I’m not the best but here’s what I do.’ And it’s become a big thing, but it’s not my focus or main thing. I don’t promote it, I don’t have any front end support. The only way people even know about Expert Academy is on day 200 of the funnel he introduces it to people.” I was like, that’s really fascinating and interesting. Anyway, I thought that was really, really cool. That’s what I got. So that’s all I wanted to share with you guys I think today. So I’m going to be, I don’t know when I’m landing, but I’m going to keep taking notes and map this thing out. You guys will probably see the fruits of this. My goal, my big takeaways from this whole meeting is to be able to take my amazing funnels and build out an amazing sequence that extends for a long time and putting everything in sequential order and things like that. That’s my number one goal. And my number two goal to that is from that be able to take more time off. He said he takes 17 weeks off in a year. I don’t know if I could do that, I think I would stress out. Plus, he doesn’t have kids and stuff like that. So he and his wife are able to be like, “Hey lets go to Bali this week.” Or “Hey, let’s go over here.” So they book out, they plan out each month where they’re going and its crazy. I can’t do that, because my kids have school and all these things. But maybe I could be like I’m going to take Friday off, or what if I came home every day at 3 when my kids got home,  or what if I did stuff like once a quarter took a weekend with my wife, or whatever those things are. So I’m going to start playing with that. That was really inspiring for me. Oh the other cool thing I got from it. I did a podcast the other day how twice in Boise that day I had people come up to me, “Hey Russell.” And ask me questions about me and caught me off guard and I didn’t know how to handle it. It was cool, we were sitting there eating lunch and some guy ran up, “Russell Brunson, I’m a funnel hacker.” And it was kind of awkward for me, and I didn’t really say anything and the guy laughed and an hour later Brendon and I were walking and some guy ran up to Brendon like, “Dude! You’re Brendon Burchard!” It was kind of cool, we both had it happen to us while we were hanging out. He handled it so much better than I did. It was so cool to see. I was just like, dang. Now I……it wsa cool to see that because he didn’t do what I do. Act like an idiot. He turned around and was like, legitimately excited, “You know who I am? How do you know about my work?” and the guy was like, he wanted to tell him, it was cool Brendon told me he learned that from Paula Abdul. That’s what Paula Abdul did. First off act all excited like, “Whoa.” Then ask them “how do you know my work? How do you know what I do.” And then they’ll be excited to tell the story of how they know you. He’s also good at, my biggest problem is I think I fear the conversation with people because I don’t know how to end it. I get stuck in these awkward situations and I run away. So what he does is really cool. He asks them that question and then he starts turning his body like I gotta keep going, “That’s really cool. Okay, well we’re in a rush, we have to go but thank you so much for being a follower and a fan. Just so grateful for that.” And something like that. And then we’re able to break away and leave. I even told him after, “Dude, that was so good for me to see. Because I don’t know how to handle it. I don’t know how to take that kind of stuff. I’m not used to that. It just freaks me out and I look like an idiot. That way you handled it was super cool and it was fun to see that in a live version.” So that was pretty cool to see as well. Anyway, that was the weekend, it was amazing. Now I’m sitting on a private jet and this is crazy. Only weird thing about it is if you look behind me, there’s a little toilet seat, and there’s a little curtain. Luckily I don’t have to go to the bathroom, but if I did that would be the only thing about private jets that’s not cool. There’s not a real bathroom. It’s like one of these seats you lift up the lid and there’s the potty, pooper, whatever you want to call it, the toilet, the crapper, whatever you want to call it. There’s the little curtain that you pull halfway over. And I guarantee it’d stink this place up and the pilots would kill me. I’m grateful I don’t have to go to the bathroom. Other than that, private planes are cool. Note to self, take one and make sure you go before you go. There’s the practical advice. What’d you learn from Marketing In Your Car? I learned if you ever fly in a private plane, you go to the bathroom before you get on otherwise you stink out the pilots and they’ll hate you. Oh man. Anyway, alright guys. Appreciate you, I can’t wait to get going with some of this stuff. Hopefully you guys got some cool lessons today like I did. Thank you Brendon, if you’re listening to this, for taking the day with me. That was the real cool thing, he was in the middle of editing his book, he still took the whole day and he was so present and relaxed and if it was me, I’d be stressed out the whole entire time.  Just coming back to he has his life structured to be able to handle this type of stuff and it was really impressive and cool to see. Anyway, I got a ton from it, hopefully you got something as well from listening in. Appreciate you all and I’ll talk to again when we get back on solid ground. Bye.

Let’s talk about your moral obligation… On today’s episode Russell talks about his book, Dotcom Secrets being mentioned on another marketing podcast, but how the host says Russell’s methods may be too aggressive. He explains why it’s okay to be aggressive when you are passionate about what you’re selling. Here are some of the awesome things you will hear on this episode: How Russell’s book was mentioned in a top ten list of marketing books. Why Russell feels like it’s important to be passionate about what you’re selling. And also why Russell isn’t afraid to call out his competitors on what he believes is inferior software. So listen below to find out why being aggressive is essential to selling something you truly believe in. ---Transcript--- Hey everyone, this is Russell Brunson and welcome to Marketing In Your Car. Alright everybody, so today I’ve actually got a Go Pro on me as well. We’re thinking about starting a behind the scenes reality TV show, showing the behind the scenes reality TV show. That’s what Funnel Hacker TV is going to be. So I’m filming a whole bunch of stuff today, and I found a really cool dude and we’re going to see if he can turn this into a cool daily video thing, showing behind the scenes and if we can, that’d be awesome. And if it doesn’t work out then this might be one episode thing. So I’m excited for it. But I’m heading to the office today. A couple of cool things, first off, I may have ordered my own life size Batman suit. It was custom fitted and it may have showed up on Saturday and I may be trying it on today for the first time. I’m so excited. Those of you guys who are JV partners, you will see this on the Expert Secrets JV page because we’re going to be giving away a bunch of these super hero outfits, which is going to be really fun. Batman is one of the ones, and it’s the one I really wanted, so I got it. And I’m really excited about that. I wanted to talk to you guys about something today, because it’s kind of interesting. This morning I was getting ready and listening to a bunch of podcasts and there was this one podcast that I like, and on there the episode was talking about my favorite marketing book. I was like, “Oh please, please, let my book be one there. Please, please.” They started going through their top ten marketing books and they went through and about half way through they said, the guy who is one of the hosts said, “My next book is called Dotcom Secrets, by Russell Brunson.” I was like, “YES!” so excited. He started talking about how cool it is, the sales funnels and stuff and then he said something that I was just like, “ahh..” he said, “You know some of the stuff Russell teaches in the book is kind of aggressive, and if you don’t like those things, you can kind of tailor it for your own needs.” I kind of stopped for a second, I was like, aggressive? Are you kidding me? Oh crap. My camera just tipped over while I was driving. But I was like, aggressive? And I was thinking, I hate that people think that what I do is aggressive. Not that I hate that they think that it’s aggressive, I hate that they think that being aggressive is bad, that’s a better way to put it. Because I was like if you, and this comes from Jay Abraham, I first heard it from him. Actually I think Matt Bacak was the first person I heard say it, but he was quoting Jay Abraham. It was basically saying that if you believe in the product or service you are selling, then you have a moral obligation to do everything in your power to get it into the hands of your customers. I don’t know about you, but I feel that. I feel like I have a moral obligation and I try to serve people and teach people and train people who also, they’re not just trying to get rich quick on the internet, but they feel like they have a moral obligation to their audience. They’ve created some product or service or thing that they feel can change the world and when you have that, you need to be aggressive about it. Otherwise people are going to miss it. For me, I’m just like I want people missing out on all this stuff I’m sharing between Expert Secrets, Dotcom Secrets, with Clickfunnels and all that kind of stuff. I don’t want them missing it because they’re like, “Oh you sound kind of excited, but you don’t really push me over the edge.” I want to push people over the edge because I believe in it that much. I was thinking back about my life at different eras, for things that I really believed in. And one of them, a lot of you guys know I’m a Mormon, and I went on a two year mission. I was in New Jersey, Cherry Hill New Jersey, in Morristown, Camden, all over the southern two-thirds of New Jersey. I was out there every single day knocking on doors.  I’ve had people in the past be like, “Why did you do that? Why did you push your religion on people?” I’m like, are you kidding? First off, I wasn’t pushing my religion on anyone. I was trying to share something I really, really believe in. Second off, I’m being aggressive because I believe it matters. I believe in what my message is so much that I’m willing to go out there and knock on doors, I didn’t get a penny. In fact, I paid my own way because I believe it so much. It’s the same thing with this business. I believe in what we do so much that I’m going to be aggressive about it. I just want all of you guys that if you feel weird about being aggressive and marketing aggressively and trying to sell your product, it means you don’t believe in it enough. That’s the only logical thing that I can say. For some reason you don’t believe in your message. You need to believe in your message so much that you would literally go out and knock on doors, without getting paid a penny to go and share this with people, because that’s how much you believe in it. When you believe in your message that much, then everything else will take care of itself. You will go out there, share, talk and you’re not going to be embarrassed to go and make a video or talk about it, or do a podcast, or interview someone, or drive traffic, or lose money, risking to try and do this thing. It’s not going to matter because you’re going to care so much about your message, that all those other things just fall apart. So I would argue that if you’re struggling in your business right now, it’s because you don’t believe in your message enough. Because you don’t believe in your message enough, you’re not being aggressive enough to share it and get people. I literally want to get people when they walk by and grab them and say, “Dude, there is a better way.” It’s funny, people ask me, I got a lot of people who just like, “I can’t believe that you talk about your competitors like ConfusionSoft and Lowkey Pages. I can’t believe you call them out and say their names.” And I’m like, “Honestly, as an entrepreneur, I’ve used those tools in the past. It was expensive, frustrating, hard to get. I feel for those people and I want to save them from these things that are keeping them from the success they deserve.” That’s how passionate I am about, I’m not afraid to call people out because I’m like, “Look, if you’re over here, you’re going to spend twice as much money, take ten times longer, and you’re probably not going to be as successful. Where if you come with us to what we’re trying to share with you, do you understand what the difference….” That’s how much I believe in what I’m trying to share. And until you believe that much in what you’re sharing, I think you’re going to struggle. In fact, it’s interesting, this is back probably 7 or 8 years ago. Before I knew what message I was trying to figure it out. I was selling different things, I was trying stuff. I remember, I had different programs I created. Some I was insanely passionate about. Some of you guys remember Microcontinuity, I was nuts, passionate about that. And you could hear it, and the sales were amazing because of it. I couldn’t stop talking about it. That was my life. And then I had other products that didn’t do as well, and I remember one of my friends, Garrett Pearson, I don’t know if Garrett even remembers this or not. I can’t remember where we had this conversation but it was during the middle of some other launch after Microcontinuity and he asked, “how are sales doing?” and I was like, “They’re doing alright.” And he’s like, “I can tell.” And I’m like, “What do you mean, I can tell?” and he’s like, “I can just tell by the passion in your emails about how excited you are and I know that…” and I don’t remember the rest of what he said, but I remember him saying that. He could tell by the sound of my emails how excited I was. And that’s how he was guessing how much sales were coming. And I was like, isn’t that weird. I’m writing an email. You can’t hear my voice, you can’t sense anything, but just when I’m really believing in something, the way I speak about it and to it, is different.  Enough that Garrett reading an email on the other side could tell how passionate I was. And obviously, a lot of other people did. Maybe not consciously, but subconsciously they recognized it and because of that, they didn’t buy the product. So if you’re kind of thinking, “Oh yeah, my products good, it’s nice.” That’ll wear off in everything you do. It’ll wear off in your emails, in your podcasts, in your webinars, every single communication point. If you don’t believe in your product so insanely strong, it’s going to come off and sales are going to tank because of that. Even if you’re like, “I followed the script, why is no one buying?” It’s because you don’t believe in it enough to have the passion you need to get people to say yes. So what I would say, for those that think that I’m marketing aggressively, or if you’re trying to figure out where you fit in this whole thing, you need to be obsessed with your product or service and your message. So obsessed that you are willing to go out of your comfort zone completely and share things and talk about things and that passion that some people will call aggressiveness, is what would get people to buy from you. And it’s going to rub some people the wrong way. I hope this isn’t sacrilegious. It might be. I don’t think it is, I hope it’s not. If it is, I apologize and I repent in advance. But I was thinking about this, when you study Christ and you study his life and you read the Bible and those teachings one of the things that he says is that, and it’s the reason why Christ taught in parables. He taught in parables and people would hear the story and be like, “Okay, cool. I get it.” But then there’s so many layers in the parables that go deep. And he said, and I’m sure I’m going to mess up the quote, but he said something to the effect of, “My sheep will hear my voice and come to me.” Christ was speaking, giving his message and sharing things like that. And everyone can hear it. But his sheep, his people will come and they will actually follow him. They hear it at a different level that it affects them. I think for all of you guys, it’s the same thing. A lot of people out there are going to be turned off, they’re not going to like it, whatever that is, but your sheep, your people will hear you and they will follow you. It’s interesting, the other day we had a guy came to the office. Someone who I have tons of respect for. He happens to also be a speaker. He speaks at events and he gets paid to speak. And while we were sitting there, I kind of smiled and said, “Well, there’s two ways to be successful in the speaking world. Number one, you get paid to speak, you be a celebrity. For example, Tony Robbins spoke at our event. He’s a celebrity so we paid him a lot for him to speak.” I don’t think I’m allowed to say how much we paid him, but it was multiple six figures. It was a lot. I think we were doing the math and it ended up being $50,000 an hour that he was on stage, or something crazy like that. It’s a lot because he’s a celebrity. And this guy was like, “Yeah well, I could never get paid that much.” I was like, “Yeah, neither can I.” but there’s a second way you can speak. So you speak and then you sell. Tony Robbins spent, X amount of hours on our stage and we paid him a lot for that, but three weeks later I spoke at Grant Cardone’s event and Grant did not pay to speak, he did not pay for my flights or hotel. I cover my flights, I cover my hotels. I did my own stuff. I booked my travel, for crying out loud. I get there and I stood on stage for 90 minutes, a fraction of the time. I did my presentation, sold my product and I think when all was said and done, I think when all the checks cleared it was $850,000 that we made from that presentation. I was like, “You can be famous and make blah, or you can learn how to sell. I got paid 4 times what Tony Robbins got paid.” Not because….and the only reason is because I know how to sell right. So I share this story with this guy and if someone told me that, “Hey Russell, you made almost a million dollars in less than an hour.” I would have been like, “What? What did you do? Explain to me, give me that information. I need to know that.” I tell this guy and he’s like, “Wow, cool.” And then he changed the subject. He did not hear my message, he did not….we talked about it before. My sheep will hear my voice. Some of you guys, when I tell you that, you’re like, “Holy crap, I’ve got to learn that. I’ve got to master that skill.” The first time I saw someone on stage and they sold and they did 100 grand in 90 minutes, I was just like I have to learn that. I don’t know what that was, but whatever it was I have to figure out that skill set. Because that is something I want to do, I need that. The same is true with your message. It’s okay to be aggressive. You’re going to turn off some people, but your sheep, your people, your whatever you want to call them, will hear your voice and follow you. And it’s the key. So don’t be afraid of being aggressive if you truly believe in what you have. You have a moral obligation to share it with everybody in any way possible. If you don’t believe in what you’re selling, you gotta find something else to sell, or you gotta change your believe patterns. Because if you don’t believe in it, there’s no way someone’s going to give you money. Because their belief in giving you money is based on your belief in the thing you’re talking about. The more powerful your belief is, the easier it’ll be to get them to believe as well. So that’s what you got guys. It’s okay to be aggressive, you’ve got to get them to believe. With that said, I am about to go. I’m starting my juice fast today. Stephen just showed up in his motorcycle, he’s got a backpack full of juice. Oh man. He’s got a t-shirt that says, “You’re just one funnel away.” I’m going to get some juice, and I’m going to go and get started. Because I haven’t eaten yet today, in fact I’m not eating for the next four days because I’m on a juice fast. That’s what happens when you binge all week, all spring break long. That’s what I got you guys, I’m out of here, have a great day and I’ll talk to you soon.

One of the steps in starting your revolution. In this episode Russell talks about what it means to topple the dictator. He also talks about not being afraid of taking risks and why it’s like jumping off a cliff and making your parachute on the way down. Here are some fun things in today’s episode: Why sometimes fear gets in the way of us achieving the things we set out to do. How Russell plans on toppling the dictator in his market. And hear how quickly Russell and his wife went from meeting to married, and why he decided to just take the leap. So listen below to find out who the dictator is and how Russell is going to topple them. ---Transcript--- What’s up everybody? This is Russell, I want to welcome you to Marketing In Your Car. I hope that everyone is doing amazing today. Tomorrow is my birthday, which I’m really excited about and at the same time I’m a little nervous, in a good way. For those of you guys who were at Funnel Hacking Live, well let me step back. I talk a lot about this, I’m a big believer in first off, competition, which I did a whole podcast on that a little while ago. Most of you guys liked, I had one or two of you who were a little offended, but you know, whatever. But I like to compete. If there’s not something to compete against, then it’s not even fun for me. So it’s like, I gotta find somebody and go and compete towards that, right. We also talk a lot about the attractive character and creating an us versus them and creating things like that, and it’s funny, last week I was at Dean Graziosi’s affiliate mastermind so everyone who sold his book got to go to this mastermind. Ryan Levesque and I were talking about building mass movements and cult-ure and those things we talk about and he was asking me if I had heard about, I don’t remember the guys name, I’ll have to go back and look at it. I was like, “no.” and he’s like, “you should go study his stuff on that. He talks all about 12 phases in a revolution.” One of them was topple the dictator, that’s a big part of it. For us it’s like, alright so we can either be nice and just you know, not compete, or compete secretly, or we can bring our entire community in on this and make it a big deal. So of course, I decided to make it a big deal, because that’d be more fun. So the goal in the step here in us building this revolution, the Clickfunnels revolution is toppling the dictator. Who’s the dictator? For us, we had to find a common enemy and it really, right now, which it won’t be after we pass them, but for now it’s Infusionsoft was the common enemy. At the Funnel Hacking Live event we did, I did a presentation called Follow-up Funnels and we talked about trying to get everyone to be all in. In fact, we bought imallin.com as the domain name that everyone goes to, to say “I’m all in.” And when they’re all in, it means using Clickfunnels and Actionetics, and you’re getting rid of Confusionsoft and Lowkey Pages and all these other things, which is kind of a joke for those who were at the event. So it’s been fun. What was interesting is that most of the people at the event, most of you guys know, you ran in the back and said you’re all in. You got the t-shirt that said, “We’re not Confusionsoft”, you got the temporary tattoos, you got the “I build funnels” stickers, all these amazing cool things. So while that’s awesome, we wanted to keep that going so tomorrow, on my birthday, we’re going to be doing, we’re going to actually take the presentation from the event and we’re going to Facebook Live it. So not just the 1500 people who were in the room, but potentially hundreds, hopefully at least a hundred thousand people or more are going to see that presentation in the next week or so, which will hopefully get a whole bunch of people to go all in, in Clickfunnels, upgrade to Actionetics and stop dinking around with all these other crappy tools and just using what we’ve built for them. I’m excited for that, but at the same time it kind of makes you nervous because you’re like, “We’re putting it out there, we’re putting Lowkey Pages and ConfusionSoft out there and I know…..” well, I’m interested, I know I’ll get some annoyed people, especially some of my friends that own these other businesses, and I’m curious what will happen, if they’ll leave and blow it off or if they’ll contact me. Who knows. The reality is that’s, if you’re going to build a revolution and a cult-ure and all these kind of things, you can hide behind it and not talk about it, or you can make it a big deal and bring your community in on it, and I think it’s more fun to do that. So anyway, I’m excited for tomorrow. If you haven’t seen that yet, stay tuned and I’m pretty sure I’ll put it on followupfunnels.com or imallin.com, somewhere that presentation will be in case you want to go see it, in case you missed it. You’ll have a chance to see what follow-up funnels are, how it’s the future, we’re no longer talking about email funnels, that was an old opportunity. The new opportunity is follow-up funnels and what’s possible inside of Actionetics, is second to none. So that’s what we’re really excited about. I’m excited to show it to everybody. With that said, I’m at the office but the other cool thing today is I’m filming. We sold Fill Your Funnel, and I wanted to comment one thing because the podcast I kind of did to recap the event, the one for 40 minutes or something, I talked about how some of the things, follow-up funnels did better than I thought, but Fill Your Funnel didn’t do as well as I thought, it didn’t do bad, for all intents and purposes, it did really, really good. But obviously I always have big goals for myself and what I’m expecting and things like that, and I don’t think it was executed perfectly on my side, which I take total, it’s totally my fault and I’m okay with that. But what’s cool about it is that we still sold over 100 people that got into Fill Your Funnel, which is our new traffic course. Today I’m actually all dressed up. I’m about to go into the studio and start recording a lot of the products and stuff for that, which is going to be pretty cool. Anyway, I got an email yesterday because I notified everybody that we had a Facebook group and let everybody in and somebody messaged me and said, “Hey Russell, I’m excited for Follow-up, or follow-up…..” Too many funnels, fill your funnel, follow-up funnels, funnel hacks, funnel hacking, funnel hacking live. I gotta get different names. Anyway, they said how excited they were. “Sorry you didn’t sell as many as you hoped for, but we’re really excited to be part of this.” And I kind of thought for a second, I didn’t want anyone to take what I said as that. That I didn’t sell as many as I hoped for, because that wasn’t what I was frustrated about. I was frustrated about myself and the fact that the presentation was good, but it wasn’t great yet. The cool thing about this, this is why I preach this all the time to everyone. We do our presentations over and over again. That was my first time ever doing that presentation and from it I intimately, when you’re standing in front of 1500 people doing a presentation, you feel the energy of the room really fast. So I know what parts were slower and sticking points that didn’t get people to move. I know what things did really, really well. And from that I know what tweaks and changes I need to make. So for me, it’s actually a really good thing. I did it and now it’s like, now I did it, now I know what changes and tweaks I need to make and then that presentation, after I perfect it, that’ll be something we use for forever. It’ll bring hundreds of people a month for hopefully the next ten years or more. So don’t feel bad, it was a learning experience, I was just frustrated at myself. But now that I’ve done it, now I can perfect it and I can change it. So for a lot of you guys who, I think a lot of us get stuck in the fear mode. I’ve gotta bad habit that has helped me, luckily, serve you well. I’m not that good at planning and preparing something like that, so usually I set a deadline and then all the sudden it’s like, “Oh crap, the deadlines here, we gotta go.” And then I’ll pull an all-nighter and we just do it. And half the time it doesn’t do well and half the time it does awesome. I say it’s more than half the time. The majority of the time it doesn’t do well the first time. But what’s cool, I just did it. It’s like I just jumped off the cliff and then on the way I’m building the parachute trying to figure it out and then we land and we’re like, “huh, that hurt. I broke my leg, but now that the parachutes built I can go do it again.” Then you jump off and you perfect the parachute every single time. Does that analogy make any sense? I don’t even know if it does. So that’s kind of the concept as a whole. Hopefully, don’t anyone feel bad for me, but hopefully it motivates you to be like sweet, I can do that. I’m going to jump off a cliff and my first webinar is going to crash and burn or it’s going to do okay. But I can’t fix it until I know what’s wrong. So I have to get rid of that fear that’s holding me back and just run off the cliff and jump. The better you get at that, the better you’ll be in life. The better your business. If you look at everything that’s been meaningful in life. I think about my marriage, yeah that was scary to get married. But I was like, I love her so, alright let’s go. And we ran and jumped off the cliff. Maybe this is, in Mormon time it’s a little different, but I met my wife on Halloween, so October. We hung out at the house a few times, and then in January we went on our first date. April we were engaged, and August we were married. So it was less than a year from meeting. And I was so annoyed, the timeline. Because I was like, I went on a date in January, by March we should be engaged or something, what’s taking so long? It wasn’t until April until it was like definitely. On my side it was like, “I’m ready to jump off the cliff.” And she’s like “I don’t know. You’re a kid.” It’s funny, she asked some of my friends, “Do you think Russell will be able to support me if we get married?” It’s kind of funny looking back now. But there’s fear right? So most of have so much fear, we wait and wait and wait and miss out on these amazing things and it’s like, I think I’ve become really good at like, “I want that thing. I’m scared, but I want it more.” So I just run and jump. I don’t know if any of you guys have ever cliff jumped or whatever. It’s like the longer you stand up there the harder it is. It’s easiest to get up there and be like, “I’m scared…” and you just jump. I think in most things in life, that’s what we gotta become better at. Just letting fear go away and just looking at what we want and then running and jumping. And typically you’re going to get beat up and bruised from the fall, but after you made that jump you’re like, “That wasn’t that bad. My parachute’s half built now. I’m going to do it. This time I’ll actually be done by the time I’m finished.” And then it just gets better and better and better. So that’s what I got today. Hope that helps you guys. I’m going to go in and film some stuff for our Fill Your Funnel members. We’re going to start filling our funnels with amazing prospects of people who want to give you money, who you can serve and it’s going to be awesome. Thanks everybody, we’ll talk to you soon.

A quick little rant after I woke up this morning. On today’s episode Russell talks about standing up for Caleb Maddix in a marketing Facebook group after people twice his age begin making fun of him. He also talks about having good character no matter what. Here are some of the awesome things you will hear in this episode: Who Caleb Maddix is, and why he’s so amazing. Why Russell stood up for Caleb when other marketers were making fun of him. And why it’s important to have good character no matter what room you’re in. So listen below to hear how you can still build the tallest building without having to knock other buildings down. ---Transcript--- Good morning Funnel Hackers. So today we’re home with my little Norah here. She’s holding me. She’s a little sad because she wanted to go and say bye to the kids at the bus stop, but instead we’re hanging out and we’re going to do a podcast because, in fact, I’m going to do a big update on Funnel Hacking Live because I know a lot of you guys want to know what happened behind the scenes, all the cool stuff. Conversions, numbers, metrics, all the nerdy stuff we all care about. But today, I’ve wanted to do a podcast this morning on something, a little something I like to call character. I’m sitting here because I’m a little upset this morning. Upset as I can be because I’m usually pretty happy, but definitely just kind of annoyed and wanted to share this with you. Yesterday was Sunday, I was home, I went to church, hung out with the kids, having a good time. Then I jumped on the inter-webs because, honestly because we were selling Funnel Hacking Live tickets for next year, and we were looking at numbers and stats and went to Facebook to see if people were talking about it and what was happening. And then in the middle of my news Facebook feed I see a big old video from my buddy Caleb Maddix, now Caleb, if you don’t know him yet, he’s 14 or 15 now, amazing kid. He spoke at Funnel Hacking Live on stage and crushed it. One of the best presenters we had by far and he’s a 15 year old kid and just one of the most talented, amazing humans, individuals I’ve ever met in my entire life so far on this earth. And Caleb is so cool, him and also Emily Shay, we had both of them speaking at Funnel Hacking Live. Both of them actually came out here to my home in Boise and helped share with my kids. Right now, my kids are part of the Maddix book club, maddixbookclub.com, where every morning they get a text message from Caleb with the video, he’s got them reading books and all sorts of cool stuff. It’s the coolest thing in the world. He’s inspiring kids, changing the world, he’s able, as a 15 year old kid, he’s able to stand up in front of 1500 people and control the audience like no one I’ve ever seen. Just one of the most amazing humans I’ve….on earth. Anyway, he’s got so many talents and so much drive and he’s a hard worker and just awesome. And his dad who is an amazing human as well. Just can’t …..there’s no way I could think more of them. They’re just so amazing. Everyday I’ve actually had with Caleb has been super professional, super polite, just love that kid. So I’m on Facebook, I’m scrolling and I see this big video of Caleb. I’m like, oh it’s Caleb’s video. And above it I see some moron posting something about why…something about this kid and blah blah blah, making fun of him. And it was in a marketing group that I’m part of. And this marketing group……It’s one of those groups that they got in there because they’re all marketers and then they all like to make fun of everybody. They make fun of Gary V. they make fun of, they probably make fun of me. If I wasn’t in that group, I’m pretty sure that I’ll get kicked out eventually and then they can all make fun of me. Whatever. And I don’t really, whatever. It doesn’t really bother me that much. But I saw Caleb sitting there and they all started making fun of him and they all started going and at first I just read them and I was like, whatever these guys, that’s what they do to whatever. So I just kind of ignored it and then for the next hour it just bugged me. I was so visually bugged. I’m playing with my kids and I just had this annoyed feeling. I was like I gotta go, if I was at an event or sitting somewhere and a bunch of people were saying things like that about someone I love and respect and is a friend, I would stand up and be like, I’m going to go and just… So I go back to the group, find the post, I just posted some really simple, I don’t remember exactly what it was but it was like, “Hey, Caleb’s awesome. He came out to Boise and trained my kids, he’s got my kids off video games. Right now they’re reading and they’re writing and they’re learning. He’s amazing. It’s interesting to me how many haters….” It drives me nuts because Caleb has tons of, you see his videos, tons of comments from jerks. People who just have to put in their two cents because they feel like they’re tough because they’re behind the computer. So I said, “Caleb has tons of haters, but it’s typically from people who are double his age and making half as much money as him. There’s two ways to build the biggest building in town. One’s to actually work hard and become better yourself, and the other is trying to knock down the other buildings around you.” I just posted that and left it there. So they get some people coming in like, “oh yeah, Caleb’s cool.” So at the playground, someone’s getting bullied until one cool kids stands up and says, “Oh yeah, he’s cool.” So all the sudden all the people who were too afraid to say anything come out, “Oh yeah, Caleb’s cool.” That kind of made me happy. So this morning I woke up, and this one drove me nuts. This morning I woke up, in this thread where they’re all picking on a 15 year old kid, who is a thousand times more talented than any of them, by far. Some guy comments to me and says, “Hey Russell, don’t you think you were kind of harsh on so and so? Especially considering the room that you’re in.” I was like, “Okay. You guys are bullying a kid behind his back in a Facebook group and then one guy comes and sticks up for that person and teases there person who makes the post because he’s half as successful as this 15 year old kid and now you’re mad that I’m bullying that guy that made the initial post?” I was like, “Are you kidding me?” So I wrote a comment back, I just said, “You know I try to treat all people the same no matter what room I’m in #character” and I left it there. Anyway, that was how my morning started this morning, and I thought it was interesting and funny and I just wanted to leave a message for you guys. First off, a couple of things. So number one, if someone is a thousand times more successful than you and doing their thing and having fun with it, it doesn’t help you to cut them down. If you’re feeling insecure because they’re doing that. That means it’s a problem about you. And posting trash about it is not going to help you. Looking at that and inspired will. That’s number one. Number two, I don’t know about you, but what my parents taught me and what I teach my kids and I hope that you will learn as well is that you should treat people the same no matter what room you’re in. That’s ridiculous that, oh we’re in this room so we’re okay picking on a 15 year kid behind his back. No. What kind of character do you have? If you think that’s okay, that is ridiculous. That is insane. If you’re in a room and everyone is making fun of people behind your back, I don’t care if it’s the internet or offline or whatever, just know when you’re not in that room those same people are making fun of you. That’s called lack of character. If you have character you treat people the same no matter where you are. I don’t care if you’re…….it’s just ridiculous. I feel like I’m working with my 11 year old twins. This is not something that an adult should still be struggling with. If you have any character at all, that’s how you treat people the same. Especially people……just ridiculous. #character, my new slogan for today. That’s kind of all I wanted to share with you guys. Seriously, what’s that thing they say, if you’re pointing outward at somebody, there’s 4 fingers pointed back at you. That’s the reality you’re in. That’s what you need to feel good about yourself. Then there’s other issues. Alright, that’s all I got. Me and Norah are going to go eat and later on today I’ll do a podcast recapping the whole event. Let you guys in on the behind the scenes of it all. But I just wanted to drop that really quick because I think it’s important and says a lot about who we are as human beings. I don’t know about you but I’d rather be friends with Caleb Maddix than any of those people talking trash about a kid in a Facebook group. Grow up and have some character. With that said, I appreciate you guys. Thanks for being funnel hackers. Thanks for doing the right thing. Thanks for being people that I would like to hang out with. With that said, I will talk to you all again soon. Bye everybody.

The real secret to converting with funnels… Today’s episode is part 3 of a 3 part series of Russell speaking at a $100k event where he taught about the psychology of funnels. Here are some of the things you will hear in part 3: Some tips and tricks when it comes to building funnels. What the cardinal rule of upsells is and some of the things that will help convert an upsell. He also gives some cool tips for using Facebook Live. So listen below to find out how to make your funnels awesome and successful. ---Transcript--- Russell Brunson:               All right, so now we’re going to … Cause now, like everyone … I’m the funnel guy, so let’s talk about funnels, right? Now that we’ve got the foundation stuff out of the way, so then it comes to how do we build the funnel? I lost … There’s the lid. For me, the funnel … Everyone thinks there’s some magic. I have people all the time like, “Hey Russell. Do you have an MLM funnel you can give me, so I can grow my MLM?” I have a funnel that’s worked for someone I can give you. “Hey, I’m doing this.” I give them the book funnel. I was snickering yesterday. Everyone’s like, “I need your book funnel. [inaudible 00:46:27] book funnel to work.” It’s like, well kind of. Y’all have the funnel now. That’s the framework. What makes it work is this stuff we talked about, right? The pieces don’t change. My funnels are not complicated If you look at my funnels versus, I have friends who like to brag about the complexity of their funnels. They’re insane. My funnels are so simple. They’re usually four or five pages and that’s it. It’s, very simple. My thing, I think … In fact, I was at a Infusion Soft thingy and I was watching these guys and they had all of their … These guys were building all of these funnels that had like a billion different segments and all this stuff. You know those Infusion Soft charts, that show all the thing … I was just sick to my stomach. I’m like, “Guh.” They’re like, “Yeah, well if they click here, then it takes them this sequence. If they don’t, they take them to here and then if they’ve done this thing for three days and they haven’t done this and then they go here and …” All this stuff and I was just like … They have a billion different branches. I’m looking at that, I’m like, “You know the problem with that, is I have no idea what the crap to fix if something’s broken. There’s so may things. I want five or six variables max I want my cost per ad, I want my landing page conversion, I want my sales thingy. I want four or five things and I’m going to go and spend a thousand bucks driving ads. I’m going to stop and look at it and be like, “Okay, cool. It’s one of these five things that’s broken. Maybe two of them. Let’s fix just those.” You’ve got a thing that’s got 8,000 sequences. I can not make it better. What’s more important, is become better at selling. Me getting better at telling a story is better than 8.000 segmentations of lists. I’ll make way more money by becoming better at telling my story, than I ever will from the third, the guy that didn’t click on email 13, send him this one instead and then send this one at two in the morning and then. Holy crap. Just sell yourself better and that’s worth a million times more than that, right? I make them simple. All my … Everyone’s cheering back here, “Yay, simple funnels.” My stuff’s all very, very, very simple, but I’ve become a master at understanding this. The opportunity switch to the opportunity stack. I’m just going to talk about a book funnel, but this could be any funnel. Does not matter. The first thing I’m looking at is that is, what is the opportunity switch. There’s going to be a video of me telling a story about the opportunity switch. With my book funnel, I’m telling a story about my book, my epiphany story about how I had an opportunity switch and how this book is going to give you that same thing as well. Right? That’s the key. That’s the magic. If I’m doing a webinar, what am I doing? Telling a story about my opportunity switch, tell the epiphany story. They have the same epiphany, they’re sold. I don’t have to sell them anymore. If I’m selling supplements, same thing. Tell them the story, how did my epiphany pitch. It doesn’t matter what it is. That’s the key, is I’m telling a really good story about how I had my epiphany, and if I do the job right, they’ll have the same epiphany and then they’ll buy the first product. From there, it’s coming and the biggest thing most marketers do, when they start creating their upsale, downsale sequences is like, “Okay, what else do we have on the shelf we can sell them? Okay, they bought my book. Let’s sell them, I don’t know, some other random thing.” Or, they bought the book. Let me sell them more of that same kind of thing. Now, in supplement world, this is like the default. E-commerce/supplements, it’s kind of like remember A-E-I-O-U and sometimes I and W, or E and W or whatever that is. There’s two times this rule breaks. In supplements and e-commerce, whatever I sell on the first phase, if I sell supplements, I sell three bottles, my upsell’s always six bottles of the exact same crap. If I sell e-commerce, we just did a campaign for Fiber Fix. Three Fiber Fix, I’m upselling a crap ton more Fiber Fix. It’s e-commerce and supplements, you sell more of the same thing on the next page. Only time you do that. In information products, that will kill you. First time I really got this, it was when we launched our 108 Split Test book, which was kind of ironic, because the whole book’s about split test. We launched this book and the landing page converted and non of the upsells did and I was so pissed. I’m like. “Why is this not working?” I retweaked this offer probably 12 times. I changed the video, changed the pitch, changed the offer, changed the thing, the thing, the thing. I’m like, “Why is nobody buying this crap?” The main thing I was selling was, they bought a book on split tests, and my upsell was this whole course on split testing. I’m like, “This is all the cool stuff you need. You told me you wanted split testing. I’m selling you more split testing. Why are you not buying that?” I had one of my friends, who went to my funnel and bought it and he texted me. He’s like, he said, “Hey man. Cool book. Thanks for the book.” Then he’s like, “I bet your upsell is not converting.” I was like … I didn’t tell anyone, cause the conversion, that’s my thing. Like, “Why would you say that?” He’s like, “Ah, I can just tell.” I’m like, “Well, I’m just curious. Why would you assume that?” Anyway, he shot … it’s Tim Erway, if any of you guys who know him. He shot me this message, he’s like, “Dude, cause you did the cardinal fail of upsales.” I was like, “All right. Yeah. What was the cardinal rule again?” He told me, he said, “When somebody buys your first product …” Think about it. Let’s say it’s My Gear, The Truth About Abs, right? I want abs so bad, right. I buy Truth About Abs. My mind, as a consumer, I’m like, “I’ve got abs. That itch has been scratched.” And I’m like, “Ah sweet, I got abs. Whew.” Then here it’s like, “Hey, I’m going to give you workout videos, so you can get abs.” Like, “Dude, I already got abs. I just bought them. They’re … It’s done. My itch has been scratched.” He’s like, “When people buy your split test book, in their mind, that itch has been scratched. It’s done. Nothing you do will get people to buy more of that.” I was like, “But they raised their hand as people interested in split tests.” Nope, that itch has been scratched. He’s like, “You’ve got to look at, you just did an opportunity switch. What is the next thing they need to be more successful with that? What’s the stack? What’s the next logical thing?” I was like, for me I was like, “Well, if they scratched their itch on conversion, conversion’s awesome, but they’re only coming to the website and then they’re kind of screwed, right?’ For me, it was traffic was the next thing. We shifted that to a what’s the opportunity stack. Now you know how to make your pages convert, now let’s get people to actually show up. Switched it and stacked the next opportunity. Boom. I was like, “Crap, that was so easy.” Now everyone in my funnel’s [inaudible 00:52:17] the psychology of, okay. First lead is the switch. Now we’ve got them believing … This is why I love free book offers. Why I like low end things, because the lower the barriers initially … All I have to get them to do is to raise their hand and say, “Yes, I’m going to buy your book.” By saying that, they’ve subconsciously sold themselves on like, “I have now switched off on the opportunity. This is now my future. I’m a guy who has six pack abs.” They’ve made that switch. You know, as soon as you pull a credit card out of your wallet, you are voting. That’s why, we don’t do customer service and crap, cause I don’t care. We get people to vote with their credit card, cause that’s the only thing I actually believe. Every time we do focus groups and all that kind of crap, people give you whatever … I only care about people voting with their credit card. As soon as they pull a credit card out of their wallet, they have voted that this is the opportunity that they are buying in to. They’re done. The next thing is just like, “Okay, you’ve already bought in to this now.” That’s why I like making this first opportunity as low barrier, as easy, because as soon as I get them to sell, subconsciously they’re 100% in. Now the stacks become easy. Like, “Hey, you got this. Now you need this.” People always ask me, “Well how many upsells should I have? What should be the price points on it? Duh, duh, duh, duh.” It has nothing to do with price points, it has nothing to do … None of that crap matters. People are like, “Well, should I go from free to 97 to 290. What’s the …” Everyone worries about that. It has nothing to do with that. It has 100% to do with, what’s the next logical thing this customer needs to have success in the new opportunity I just gave them? This might be a $25,000 offer, if it makes sense. If that’s the next logical thing that they need, or it might be $37. Price point does not matter. It’s the logical sequencing of the offers that is the key. That’s what makes any funnel work, is the logical sequencing of offers. Speaker 10:        May I ask a question? Russell Brunson:               Yes. Speaker 10:        With the opportunity switch, is that more emotional and then the opportunity stack is more logical? Russell Brunson:               I don’t think anything logical sells. [inaudible 00:54:11] why I think logically, there’s still emotion. Speaker 10:        Well you know, you’ve got this … You’ve got emotion and logic here. Is that [inaudible 00:54:18] the epiphany bridge? Russell Brunson:               Yes. Yes, sorry. Yeah, so the emotional part’s the [inaudible 00:54:28], the logical part … Logical’s like that how they explain to their wife [inaudible 00:54:33] buy something for 25,000, $100,000. How do I explain to my wife like, “Yeah. I spent a hundred grand to go on this thing, because it’s going to be really good for my … No, I just want to hang out with me and Joe and everyone.” Right? We emotionally get bought in, but I’m still always selling from emotion. I’ll talk about logical, the logical justifications in the videos and stuff like that. It’s still emotional. Speaker 10:        [inaudible 00:54:54] emotional [inaudible 00:54:55] stack. Russell Brunson:               Yeah, I think so. Speaker 10:        How do you extend that story, that epiphany story [crosstalk 00:54:59]. Russell Brunson:               New story. New story. Speaker 10:        It’s a new story? Russell Brunson:               Yeah, so it’s like here’s split testing. Like, cool. Let me tell you a story. After I got … I’m sending this book out to you in the mail. You guys are going to go crazy for it, cause it’s going to show you split testing. For me, when I started to get in to split testing, I was really excited, but the problem was, I didn’t really have traffic coming to my website. I was doing a split test, like three people come. You can’t actually … It doesn’t help.” I start going in to the whole story. Speaker 10:        A new epiphany. Russell Brunson:               Yes. Speaker 10:        You’re sharing. Russell Brunson:               Yeah. Speaker 10:        Okay. Gotcha. Russell Brunson:               Sometimes multiple epiphanies. I’m telling as many stories as I need, to get that idea across. Speaker 10:        Okay. Russell Brunson:               How many stories do you think I’ve told in the last hour, so far? Speaker 10:        A lot. Russell Brunson:               Anyway. The more, the merrier. It’s not like, what’s my one epiphany bridge story. Usually, it can be multiple. Any time I explain something that’s confusing, I’ve got to step back again, “Well, it’s kind of like millions of motivational speakers running through your blood. That’s what ketones are.” Okay, and I keep moving forward. Okay, so like I said, some upsells, there’s one thing, cause that’s the only logical thing they have. Some upsells, there’s two. Some upsells, I have one thing and I have a downsell. It matters less to me what it is and more tome just, what makes sense for this customer that’s on this path? I remember reading the Emyth 12 years ago, and one of the initial things he talked about is the process of somebody walks in to a store. Last week, my wife wanted to go to the mall, cause we were going on a cruise in two days and she wanted to get some new clothes. I hate going to the mall, but I love GNC. That’s my … I love supplements. I take more supplements than I should, every day. I love it, right? I go to GNC and, the thing I hate about GNC though … How many of you has been in to a GNC? What happens as soon as you walk in? They just pounce on you, it’s like, “Ahh [inaudible 00:56:30]” I hate it, so I take a breath like, “Okay.” I walk through the door and within like one step, the girl comes out, “oh, blah blah.” I’m just like going through this pain like, “What are you looking for? What do you want? What do you need?” I’m like, “I just want to look at supplements. Leave me alone.” Then it’s like finally, that horrible pain’s gone and she leaves me. Okay. I can start looking, right? I’m remembering the E-myth and thinking about, I love GNC but I always have this pain going in, because the process is so weird. I start looking at … I became obsessed with this. Everywhere I go, it drives my wife nuts. We’re going through anything and the way a waiter pitches me, depends on what I’ll buy and what I’ll tip them. I want to get sold. I’m obsessed with the process of everything, from offline funnels to online funnels to everything that’s happening. For me, I’m just looking at that like, “Imagine that you’re your customer, okay, and they come here. What’s going to capture them, like a really good video. You’re going to cut out the techno babble. You’re going to tell a really good story, that’s going to be exciting, it’s going to be visually good, it’s not going to be me against a white wall, trying to be boring. I’m going to find a good background and make it look visually stimulating, so it’s cool. I’m going to tell a story that captivates them and make then=m an offer that’s so irresistible. It’s a new opportunity that’s going to change their life, and that’s what we do here.” Then I’m like, “Okay, they bought the book.” How can I serve them the best? What’s the next thing I can do to serve this person the most? It should be this. Do I have a product that does that? No, and that’s what I need to make them. I need to make a product that does that, cause it’s all about, how do we serve our people at the highest level. That’s more important than “I’ve got a whole bunch of products. What do I plug in and where do they go and should this be the upsell?” No, think about the process. If you’re walking in to GNC, if was walking in to GNC, I would change the whole process to like, “Hey, welcome to GNC. Here’s a free power bar. Let me know if you need anything.” I’d have been like “Huh.” Eating a power bar, I’d buy four times as much stuff. I’d be going through things. I would just be focusing on that customer journey, what’s happening through the process. For you guys, that’s the way to think through this. Think like, someone buys this like, “Oh man. It’s kind of expensive and we ship them out DVDs and all this stuff.” Maybe some people don’t want DVDs. Maybe they don’t have a DVD player. Maybe I’ll downsell them. Maybe they just want a digital version. Maybe that would be my downsell, is a digital version, cause that’s probably what they’d want. I’m looking logically, like what makes the most sense to them. If you can craft that, that’s the magic. That’s how you get a funnel that converts and how you make it work awesome. Speaker 10:        On that first page, how long generally … Do you have a time frame of the ideal video length? Three minutes, 45 minutes. Russell Brunson:               This is what … Speaker 10:        Or does size really matter? Russell Brunson:               One of my professors told me one time, he’s like, “It needs to be … it’s like a girl’s skirt. It needs to be long enough to cover the subject, but short enough to still be interesting.” That’s my gauge I my mind, always. If it’s getting boring and long, then I … But I don’t have a timeline. How long does it take me, take the story, where it’s still engaging? It might be three minutes, it might be 20 minutes. If I tell a good story, people will sit there. That’s more important. Yeah. There is a duration to the price of the thing I’m selling and how long it is. If it’s a free book offer, I don’t have to do a lot to get people to take that, but still need to get them to buy in to this, or else the upsells won’t convert. A lot of times you see people book offers, “Get my free book. It’s amazing. You’re going to love it. It’s free. Ahh.” That may work good for getting people to buy initially, but it kills you everything back here, cause they’re not bought in to the opportunity switch. If you can get them to buy the opportunity switch, then everything else increases, from the rest of it on. Any other questions about that stuff at all? Cool. Then the last piece of this … Oh yeah. Speaker 11:        Where does the traffic primarily come from? Russell Brunson:               Cool. All right. The last piece of this. Traffic all over the place, but I want to show you guys what’s working the best for us right now. On the last page right here. This is Anthony DeClemente. He is one of my buddies. He owns this company, biohacking stuff. We started, we’re starting an online reality show called Funnel Hacker TV, just cause we want to … Without people … I wish we had like five hours, I could talk about more of this. For our customers, to build the whole culture, the biggest thing that we got to do is believe. Get these guys to believe in this right here. What I do, I do a lot of stuff to show belief. Friday we do a show called the Friday Funnel show, where I’m building an entire funnel in 30 minutes and I show them over and over and over again that I drink my own Kool-Aid. That I’m actually doing this. It’s like the biggest thing for sales we’ve ever done. We do, we built this reality show, where basically each week, we pick an entrepreneur that’s got a really cool product and we take them, figure out the product, the offers, build the thing and launch it. He’s episode number one that’s coming out. He had no list, no following, switching markets to a whole completely different thing, but he’s just really good at what he did. We had him write a book. This whole campaign went from zero. I’m saying, you don’t have to have a big following for this to work. This went from zero. In the last six weeks, we sold 8,000 copies of his book. He just finished his very first biohacking week in Chicago, had a whole bunch of people pay a crap ton of money to come out there and go through the experience and this whole business went from zero to it’ll do a couple million bucks, yeah number one. All just from this. No other traffic source except for this. As you start going further down the cold, it’s different, but for most people, you can build really good off of this. Facebook live, Facebook loves us right now. They are wanting all of us to do it, so what we do, and I’ll kind of give you Anthony for example. He’s got a book funnel. Some questions like what’s the message? What’s the best Facebook ad? I don’t know. I have no idea what message is going to be right. Everyone responds to different things. What, Anthony I said, “First thing he has to do is, every single day you have to do a Facebook live video on a different topic. Every single day, for the rest of your life.” He’s like, “But I don’t know if I have enough ideas.” I don’t care. Every single day for the rest of your life. That’s your only job, is to make a Facebook live video. What he did was he made a first Facebook live video and I was like, “It’s biohacking. Do the weird crap. Get things with lasers up your nose and all sorts of weird stuff and that’ll be your Facebook live.” Then he did that and nobody cared. We did another one, and nobody cared. Then we did another one. We found out that about one out of 10 does what we call force virals. One out of 10, and what’s weird is, it’s usually the message that I think is the stupidest message ever. The first video we had that went force viral, the title of it was How to Biohack Your Vegetables. It was like, “Hey.” He’s cooking, he’s like, “What you do is you put butter in your vegetables and it’s biohacked now.” It got like two or three million views and sold hundreds and hundreds of copies of the book. I was like, I thought the cools ones with the lasers in his eyes and ears would be the cool thing, but no. It’s never what you think. We build a marketing campaign, we focus on one thing and it’s the wrong one, it’s like no. Do a Facebook live every single day for the rest of your life, on a different message and you’ll find what the market actually cares about. What things they do. It’s a consistency thing. Over and over and over again. Here’s a couple things on Anthony’s, just printed out a guide to help you guys, cause there was a lot of questions on it yesterday. The main thing is again, profile picture has a huge thing to do with people actually being part of it. The name should not be a company. People do not want to engage in companies and they do not want to share things from companies, they want to engage with you, the attractive character. The ult leader. All the headlines are super easy. They’re things that are shareable, so it’s not too complex. It’s like, ,”Hey cool, how to biohack your vegetable. How to …” What was this one? “How to biohack, detox and get a flatter midsection.” There’s a simple call to action with the URL that’s not clickfunnels.com/1234/ … It’s something that’s also benefit driven, like biohackers guide. It’s like, “Oh cool. There’s the guide. Speaker 12:        Do you boost these or no? Russell Brunson:               Yeah, I’ll talk about that in a sec. Speaker 12:        And you can boost with a URL? You can do that? Okay Russell Brunson:               Yep. I’ll talk about kind of that strategy here in a second. Can the video structure, typically this is the structure. They’re usually three to five minute videos. The first 15 seconds is like, “Hey. I’m Anthony DeClemente.” Then, if you have a cold like me, so I’m, “Hey, I’m Russell Brunson. My fellow funnel hackers, I want to talk to you about whatever.” Calling them out. Then the next thing is, this is … We ask people to share like, “Hey, if you like this video, at the end of it if you can please share it, that way I know if you like this content, and I’ll make more like this. If you don’t like it, don’t share it and I just won’t make any more like this.” Some people are like, that’s how they’re voting if they like it, by sharing. Which is huge. The first 15 seconds, we tell them to share it if they like it, we ask them to do a favor like, “Hey, if you thought this was awesome, share it. That way I know.” Huge thing. Then, four minutes of teaching. I would say teaching/telling epiphany bridge stories is more important. Telling a good story. The end of it, a call to action to whatever it is your front end things is. “Go get my free books.” Anthony, every single day, he’s showing one biohack, and then “Hey, go get my book Biohackersguide. Com.” Then down here, the very first post … As soon as he starts a video … When you first do a video , first it goes out to your fan page, right? Anthony has zero people on his fan page, the first probably hundred videos, right? Nobody was there. He just did it, and then as soon as it’s done, then what our guys will do, they’ll come in the very first post. We try to post the link to the actual offer, so that everyone sees that initially. It’s pulls in a picture of the product, stuff like that. Somebody manually is adding that in. Now, because he’s got more of a following, as soon as he starts a thing, someone goes in and posts it really quick as the first comment, so it sticks there, then it goes live. What we do is typically, for each of these videos it goes live, we put about five bucks behind it, just to see what’s going to happen. If you’ve got more of an audience initially, you don’t put money behind it. If you have zero audience initially, you put about five to 10 bucks behind it, just to see which ones get some traction. Then as soon as one thing gets traction, the way that we judge traction is right here, is the ration. It’s the 1% share to view ratio. How many people viewed it and how many people shared it? As soon as you get 1% share/view, we call that internally it’s a force to viral video, which means I can spend as much money as I want and it’s going to go viral and it’s going to make us a bunch of money. About one out of 10 hit that number, and then we dump as much money as we want or can or need to behind that and it’ll just kind of blow up. For me, this is … the biggest thing I can give you guys is this. Speaker 12:        Is the 1% based off of views? Russell Brunson:               It’s the ratio of views to shares. Speaker 12:        Views to shares. Russell Brunson:               This video’s got 1.4 million views. Its got 10,000 shares, so it’s 1%. Speaker 12:        [inaudible 01:06:19] Russell Brunson:               Huh? Speaker 12:        [inaudible 01:06:23] Russell Brunson:               We’re not mathematicians, we’re marketers. You are definitely way smarter than me. It looks like one to me. It’s a ball park. If it’s close, we’re going to blow it up. That’s kind of about what we’re looking at. Then we can promote it. What’s cool about this, if you think about everything we talked about earlier, right? We talked about traffic temperature up here, right? What’s cool about these videos is that, every video, you’re learning what people respond to and what they don’t respond to. We realize like, “Wow, they actually care about biohacking vegetables. Let’s do more things like that, cause they shared it.” You’re able to speak to different times. You can speak sometimes in techno babble and you’re going to boost … It may not do as good, but you’re going to boost it to different audience. For me, I might do a Facebook live talking about funnels for network marketers and I do it and nobody on my page cares, but now that video, that ad’s done and my guy will blow up all the network marketing companies, and then boom. We get all the network marketers to come underneath us. I might do one, funnels for real estate agents. Funnels for … I’m just, it’s like carving out little pieces of the market you can then target differently. It also helps you figure out what people actually care about, what they’re listening to, what they click on, what they share. As of right now, this is such a big piece of our strategies, because we’re learning so much so fast. I mean, I could write a thousand surveys and not get the same data we get from just doing a daily video, every single day, consistently, consistently, consistently doing it. Russell Brunson:               From the funnel side, those are the keys you guys, and hopefully that helps a lot. Speaker 16:        [inaudible 01:10:05] Russell Brunson:               Am I allowed to celebrate something? Just kidding. We do an event once a year, that’s … Tony Robbins is our key note this year and it’s basically me on stage, with a bunch of our … [inaudible 01:10:18] difference. Me on stage and then we’ve got people that are click funnels members who are doing it in different markets. We got a really cool couple, Brandon and Kayla. They’re in the fitness industry. They sell $149 product. All they do is Facebook lives. In fact, they do an entire webinar pitch on Facebook live and they’ll do … During a live Facebook live, they do 150,000, 200,000 dollars live on it, and they boost it afterwards and do five, six, seven hundred thousand dollars. I’ve done … Jason talks about webinars later today. Speaker 17:        That’s incredible. Russell Brunson:               Doing, if you do a whole bunch of these viral videos like this on your Facebook live, and you’re building an audience and stuff’s coming that’s really, really good, then you come in and you do your entire webinar. I’ve done three Facebook lives that were me doing my entire webinar live and in front of everyone, just talking. Al of it over a quarter million dollars in sales, cause it’s just engagement and live and it’s really fun. A lot of cool ways you can use that. Anyway. I hope that helps you guys and … Speaker 18:        That’s awesome. That was good. Thank you.

Behind the scenes of what I got from my consult day with James Friel so far… In this episode Russell talks about hiring James Friel to help him and his team manage their projects better using Trello. He explains why it’s important when you are running a business to be organized and make everybody accountable for things. Here are some of the awesome things you will hear in this episode: Why it took Russell listening to James talk about Trello several times before he actually is getting around to implementing it in his own company. Why entrepreneurs are more likely to need management software like Trello. And why you should give James Friel money to help your business. So listen below to find out how and why Russell and his team are finally getting organized on Trello. ---Transcript--- This is the end of the year right now, its getting close to Christmas and normally people do all their planning and stuff in January for how I’m going to take over the world next year. But I kind of want to be prepared so when January 1st hits we can be off on the….out running and sprinting. So because of that, this week became a planning week, which is hard for me to do. I don’t normally plan things. Usually I have a whole bunch of ideas in my head and we start running and everyone kind of learns about all the ideas as we are moving forward, which is a horrible way to manage people, by the way. I think it drives everybody crazy. In fact, Todd, I think you guys all know Todd by now, hopefully. If not, he’s the dude who built Clickfunnels. He told me today that the only way he knows what’s happening in the business is by listening to the podcast. You guys are hearing things as everybody else is. So I’m trying to get better at that. It’s fun, one of the guys who joined our inner circle last year, his name is James Friel, super cool guy. He came in and one of his nicknames is the contract CEO, where people will hire him to be the CEO and go in their company and fix things and make it all work right. And we were trying to figure out how to make a sexy thing for him to sell and it was kind of hard at first, his first headline is something like, “How to become more predictable and sustainable.” Or something like that and I was like, no one’s going to give you money for that, that’s horrible. We gotta make this sexy. So we worked with him last year, turning what he does into this sexy, exciting thing. So to do it initially he was showing me all the cool things he does, there’s a lot of stuff, he’s crazy talented. But one of them was, his project management system and how he does it with Trello and Slack and Gann Charts and this whole thing. I was like, “I use Trello, I got it figured out, I don’t need help.” And he was like, “Dude, I think you need my help more than anyone.” And in fact, this is funny, I’ll tell you the rest of the story but I’ll give you the punch line right now, but he’s been at our office for two days working on this and he told me last night at dinner, out of all the companies he’s ever worked with, mine was the most messed up. He’s like, “It’s amazing you guys have done as well as you have.” I was like, “yes, good selling can make up for a lot of bad systems.” Anyway, so stepping back. So this is in January of last year he’s like, “I’m coming to inner circle meetings, let me come in a day early and I’ll take you guys through the process that I would normally charge people 20 or 30 thousand to do.” I was like, “Alright, cool.” So he came in and showed me his whole Trello system and blew my mind. I was like holy crap, no wonder I never got anything done ever. I need to change everything. So we changed it all around and I implemented I’d say probably 75% of what he said, because the rest I was too smart to listen to. So 75%, which is basically I started using Trello for myself, my own systems, personally. I tried to get everyone on my team on it, but it lasted like 8 seconds, and nobody did it again. But I was doing it myself and things became better  because at least I had my thoughts out in a way. It’s not just like…..if you’ve used Trello before, it’s free. You can’t even give them money if you want. They’re the worst marketing company of all time, but their software is awesome. The problem is their software is so awesome you can do pretty much anything you want with it and because of that people like me just screw it up. So James built this system that makes it very simple, very easy. It pulls out the human error and pulls out all these issues, and it’s awesome. So I started using it and changed dramatically transformed my productivity and my ability to get things done, which is probably why we had a lot of success this year. In fact, this is crazy. Last year was awesome, and this year we’re trying to 3x what we did last year and we’re within a few hundred thousand dollars of hitting. So we’re on our march through the end of the year to hit this certain number. If we hit that number then we’ll  have tripled what we did last year, which is crazy. Then our goal is to triple it again next year. If we do that, they’re going to have to write a book about it. I’m not writing it because I’m tired of writing books. But someone’s gotta write about it because it’s amazing. Anyway, stepping back. So it was awesome, but I only implemented about 75% because I couldn’t get my team on board and it was hard. Then fast forward, at the next inner circle meeting in the summer he came and everyone basically in the inner circle I found out, was kind of like me. We’re really talented entrepreneurs who are really good at selling stuff and we no idea how to manage ourselves or our processes or anything else. Sound familiar? If that sounds like you, you’re probably an entrepreneur. Welcome to the cool kids club. Anyway, I had him stay and give a presentation to the inner circle group on how it is in the Trello system and I saw it again and I was like “Oh! There’s the other 25% I’m not doing. Why am I not doing? I should just do it.” Then I got all excited to do and then embarrassingly to myself and everybody else, I didn’t. Then I had him train our whole inner circle as a whole and everybody got excited again, I got excited again and didn’t do it. Finally at the end of this year I was like, you know what, we’re not doing it. So James what would it cost to fly to Boise for 2 days and sit here and make us do it?” and that’s what he did. Yesterday he was here all day, even as much as I’m using Trello over the last year, we still cleaned it up, simplified it, made it way better. And then we got everyone on the team doing it and now there’s this one key piece that I was fighting doing because it requires a person to be in charge of the whole system and now we got Michelle McPherson running that piece of the system, she’s amazing. And now the whole 100% is going to work. Day one was getting it all implemented. Day two we’re focusing on moving it forward and getting everyone using it, which is cool. And then basically, James every week for the next 8 weeks is going to be doing company meetings. We don’t even do company meetings. We do meetings in different departments, like the programming team meets, and the support team meets, but the marketing side, that I’m kind of in charge of, we don’t….we do meet but it’s like we get online and talk about the cool stuff we’re doing. There’s no point or focus with anything we’re doing. What’s cool about this new system is that there’s meetings built in that are all tied around Trello and the goals and the dates and everything inside of that, which is cool. He’s going to be teaching us how to do the meetings the right way and then moving forward for the next 8 weeks, once a week he’ll be jumping on our meetings with us and getting us all in this group. So by January we can hit and scale things a lot more rapidly. They always say, “what got you here probably won’t get you there”. And I feel like there’s different levels of skill set. There’s a skill set that gets you from 0 to a million dollars, a different skill set that get’s you from one million to 3, at least these were my barriers. There’s a different skill set form 3 to 10.  A different skill set from 10 to 30 and I feel like  the skill set from 30 to 100 is different and it’s not necessarily my strengths, my ninja skills. It’s something different as this piece. It’s the organization, structure and systems. We were building systems out in Trello, we were like what’s all the things you do every single month consistently, the exact same thing? So we made these systems for it. I was like, holy crap this just made my life so much easier. Funnel University is a good example. There’s like…..we do the exact same thing every single month. And every month we’re like, “What do we do next? What’s the next thing? Oh yeah.” And we re-think it through every single time. And now it’s like, there’s a system. Just a Trello card. We just copy it every January, it’s a recurring thing. Or every first of the month It pops in. Automatically recurring, it just pops into the thing, we know what we gotta do it, and we do it and it’s amazing. And now we know we gotta do it too because someone’s in charge of running it. Everyone’s got due dates. Everyone has things and they’re held accountable to somebody, which is awesome. Including me, I’m held accountable. “Hey Russell, why didn’t you get that crap done?” “Uh, I don’t know. I need to get it done.” I’m held accountable too, which is awesome and everyone’s held accountable. And there’s somebody who knows what’s happening. Right now, I kind of know what’s happening at least on the marketing side of all the projects. But I’m the worst person….me as an entrepreneur is the worst person to know everything because then everyone has to come to me for every single thing and nothing ever gets done. So now the way that the systems built out, I’m not tied into it.  Michelle will be that person that knows everything and then I’ll just have to know my pieces of the thing, which is so cool. So anywho, so that’s what’s happening. It’s been awesome. We hung out at dinner with him last night and talked about over the last year. A year ago is when I kind of….I was the one telling James, “This is awesome. You should be selling this.” And so he’s been doing this for a bunch of companies, where people hire him and they come in and he actually becomes the CEO of their company to implement this system and spent three or four or five months with them in this last year. He’s also worked with twenty or thirty entrepreneurs where he does the whole thing remote and get’s the team on for half a day and builds the whole thing out remote. Works a lot less expensive than having him fly out to your office like we did. But regardless, if you are an entrepreneur or someone who wants to become an entrepreneur, but especially the entrepreneurs that are out there listening, and you guys are like me at all and because you’re good at selling and marketing and because you kind of figured things out you are able to do a lot of things that……..good marketing makes up for a lot of things. Dan Kennedy used to say, “There’s nothing that the good sales letter can’t solve.” And I kind of believe that. But  I think there’s a limit. I think good selling can get you so far, but it’s the systems and the organization and structure and all that nerdy stuff that they probably teach in business schools, I don’t know I didn’t go. But I’m assuming that’s what they teach in business schools that we’re not good at. So if you guys want to be able to expand and grow I highly recommend figuring that piece out. And there’s two ways to figure things out. There’s the school of hard knocks and do what I did, spend ten years trying to figure it out and realize one day that you’re an entrepreneur and that’s not your skill set. And the second way is to give James money and he’ll do it for you. That’s what I did. This is someone who I had him out doing it once in my office, then I sat through it twice more and then I still paid him to come out because it’s that important to our growth.  So for any of you guys who that’s the piece where you feel like you’re juggling too many things. Or you know I should be systemizing things and I don’t know how to. Or your team is always confused.…. Or I think it’s more for you the entrepreneur, because if you’re confused, “How do you guys not know what we’re doing? I know exactly what’s happening, how can you not read my mind?” If you’ve ever felt that way before, which I think most of us do, then you should definitely give James money. You should just write him a check and not ask any questions. Write it blank and then have him fill it in for whatever it’s worth because it will be worth it. Anyway, if you want to work with James, this is not a pitch. Yeah it is. This is a pitch, this is a blatant pitch. I paid him money; you should pay him money too. The link, if you go to cheatsheet.jamespfriel.com and I think there’s an opt-in where you get a cheat sheet with some cool stuff and the next page there’s a video with me talking about my story. That was my story from a year ago. So imagine what my story would be like even now. It’s even that much better. But if it’s something better that you guys need, than I need, then I would definitely message him and see if there’s a way he can do this for you. Like I said, you don’t have to go as intense as I did and hire him and his team fly out and help you guys set it all up. You can do it remote. He did it for a dozen plus people over the last year remote as well and it works. You can get your whole team on board. It’s one of those things that… I read the e-myth, I went through the e-myth course, I understand the value of what this piece is and I thought I was kind of doing it, but then when you have it right , you’re like oh wow. I don’t think we even had a system technically. It was funny, I was listening to this Dan Kennedy thing from back in the….probably 15 years ago. And in there he’s talking about, “Everyone’s trying to figure out how to put a system into their business, the reality is you’ve already got a system, everybody’s got a system, but your system kind of sucks right now.” So you can take the crappy system you’re using or you can try to strategically plug in the right system, because the wrong system is going to hurt you more than no system. It’s impossible to have no system, if you’ve got no system it means you’ve just got a really bad one. Because something’s happening, it’s just happening really poorly. I don’t know if that made any sense, but it sounded cool, right? Just kidding. Alright, I’m at the office, I got day two with James and the crew. We’re going to be in Trello and slacking everything, getting things built out. That’s what I’m doing today and that way I take one little step backwards, to plan to focus, system so I can go a thousand feet forward and take over the world a little bit more next year. So that’s the game plan guys. Appreciate you all, have a great time. Go visit James, tell him hi. Give him some money, write him a check. I get nothing for this endorsement other than James is awesome and helping me and he should help you too. Thanks guys, talk to you soon. Bye.

Intimate, behind-the-scenes, message from Russell to Russell. On this episode Russell talks about being under a lot of pressure and tries to coach himself through it before turning off “Business Russell mode” and turning on “Dad mode” for his kids’ Halloween activities. Here are some interesting things you’ll hear in today’s episode: What are some of the things Russell has committed to that are making him feel the pressure. How Russell coaches himself through the pressure and what some of things he can do that will relieve it. And why it’s important to remember that no matter how busy he is, that he should always make time for family. So listen below to hear how Russell plans to relieve some of the pressure he’s currently under. ---Transcript--- Hey everyone this is Russell Brunson and I’m excited to have you here for Marketing In Your Car. It is Halloween, which is my favorite holiday and it’s one day that I look forward to most in the year. It’s funny because so far today has been a tough one. It’s 2:17 and I’m heading to the kids school for the Halloween parade that I’m really looking forward to, and then the Halloween stuff tonight. I’m just curious, people always ask me all the time, “Russell, how do you get so much stuff done.” And I usually pride myself, I can usually handle a lot of weight on my shoulders, but today collapsed a little bit underneath that weight. I know we don’t normally talk about those kind of things, but I just want to kind of talk through it because it’ll make me feel better probably. But on the other side, hopefully it helps you guys somehow. Who knows? It’s funny, Dan Gable, he’s the Michael Jordan of wrestling. I was watching a thing one time when he was coaching, you know he was one of the best wrestlers of all time, but also one of the best coaches of all time, of any sport. He won like 20 or 30 NCA championships in a row. Someone asked him I f he believes in pressure. He said, “Well I believe that pressure is there, I just don’t believe in putting myself underneath it.” I think for the most part, I try to take that approach. I’m not putting myself under pressure. Its there, but I’m dodging it. I’m getting around and we just keep moving forward. But today was one of those days where I thought I could get all just hit on my shoulders, and I just couldn’t handle it all. It’s actually good that I’m leaving. It’s kind of crazy. We had the Inner Circle last week for 4 days, which is so much fun and I love it. It’s hard though at the same time, because it’s four day, pretty much 5, pretty much a whole week that you’re not in the office moving things forward, so there’s stuff happening, especially when you’re running a big company there’s a lot of stuff. And usually we have a couple of weeks between each mastermind, but this time, because the timing sucked, they had to be back to back. In fact, mastermind starts tomorrow. So basically I had one day today, well part of a day, til 2 to get it done, all of last week and all next week. So basically after that I’m kind of out of commission again. I had a whole bunch of stuff I’m trying to get done. Today was like, “Hey Russell, you’re here.” And the brunt of everything is all falling and its tough because…..oh and then this weekend, we’re trying to get the Expert Secrets book done in time for the live event. And they told me to do that we’d have to have it all done in the next two weeks. Which means I have to have it all done this weeks, which means, we don’t have this week to do it. So I spent all day this weekend editing the book. I spent all day yesterday, and I spent half of today and so far I got the introduction and part of chapter one done. So I’m totally stressing about that because if I don’t have the book for the event, it throws off this huge timeline sequence of events around that, so that’s kind of crazy. And then for my church, I’ve got two callings. I am the eleven year old scout master, and I’m also the secretary for a group called the Elders Quorum, so that’s two assignments. And then we called yesterday, they called us and asked if my wife and I would take on the ward Christmas party, which means basically you’re in charge of throwing a party for 500 people. Plus my wife also has the company Christmas party a week after that. So it’s like, there’s new pressure there. If I told you all the things I’m doing, most people wouldn’t believe me. There’s a whole bunch of stuff on the Clickfunnels side. There’s a whole bunch of stuff on the sales side. I’ve got tons of Inner Circle members messaging me questions. It’s fun, I love going back and forth but sometimes it adds up. Right now I’ve got probably 30 messages from Inner circle members on Voxer that I’m behind. Half of them will be here tomorrow so I’m stressing, trying to catch up on those. And then the Funnel Hacker TV episodes we’ve been filming, it feels like a lot of the entrepreneurs we’re doing stuff for coming back needing help and getting stuck and can’t move through the process and need me to rewrite webinars or review things or check things. And then I got, I feel bad, one of the guys on my team, he wrote a book and wanted me to write the forward for, and I’ve been telling him for two or three months I was going to, but I haven’t had time. So today he was asking me about that, and to meet about something else. All these things and it was just like, all these things just came to a point today where I was like, “I don’t know what to do.” So yes, I feel pressure. Yes, some day’s it’s tough. Some day’s it’s really, today was really tough. Not gonna lie. It’s funny because I’m so excited to go see my kids in the parade, but I’m feeling guilty because of that. I have so much to do, but what’s the point of doing any of it if I can’t go to my kids Halloween play? That’s kind of where I’m at right now. But I don’t want anyone to be concerned about me. It’s funny, any time I do a podcast where I kind of rant a little bit, seems like I always get people messaging me trying to help. It’s not that I need that; I just need a place to vent. And hopefully it gives you guys whatever it is you need. Because I know all you guys go through that as well. We all do it, where there’s so many things happening. I’m the king of over committing. I get so excited by things so I say, “Yes, I’ll do this.” And it gets to a point where I can’t handle it all. Anyway, so before I left the office, there’s a couple of things. I tried to buy myself an extra two weeks on the book, which is relieving pressure. I haven’t heard back, but I just kind of trying to go back to all these commitments that I have and place more realistic timelines, and cutting some things out and do things like that. And it’ll be good. By the time we’ve got mastermind this week, which again, I’m so excited. Two groups are coming, it’s going to be nice. For me to just unplug and stop stressing about everything and just hang out with some amazing entrepreneurs. It’s funny, I don’t normally care about politics too much, even the stress of this election. Because I’m stressed out if either side wins. I don’t want either of those, the election’s coming. I’m really excited to hang out with entrepreneurs who are trying to change the world, for the next four days. I’m looking forward to that, and it’s going to be good. I’m just going to kind of…..I think one of the problems that I have, one of the things that make me good at what I do, it also becomes one of the constraints, is I’m really good at placing…I’ve talked about this a lot in different trainings. Lead or Gold. I set deadlines for myself of when things have to happen. Sometimes I forget in my mind that I set those deadlines, and they’re not actual deadlines. So I think it’s me coming back to a lot of my lead or gold deadlines for things I have and re-shifting them, which is against what I tell you guys to do. It’s like, set a lead or gold deadline and don’t deviate from it unless you’re going to kill yourself. I tell you guys that because it’s true for me. When I set a deadline, this has to happen this day. It HAS to happen that day. It becomes so real for me, that I put myself in insane amounts of pressure because of that. For me, things come back and I just got to tonight, hopefully get some extensions like on the book and a couple of things like that. And then kind of reset some timelines. I gotta get better at telling people no. I get so excited about opportunities and everything that I just say yes to things way too easy. So I gotta get better at the magic word no. I feel like I’m coaching myself. If one of my Inner Circle members voxed me the last 7 minutes, I know exactly how I’d coach them. So I’m kind of coaching myself as if I’m me. “So Russell, the first thing I would do is, you gotta set realistic expectations. I know you think you’re the man, but you’re not. You can’t survive everything. The second thing I would do is, you gotta go back to the people you made commitments to and you gotta tell some people no, and it’s going to be hard, and it’s going to hurt their feelings sometimes. But it’s not personal, and you know it’s not. You just have to tell them it’s not and you love them. It’s just not possible. You’re going to crack and everything will fall apart for you and for everybody if you don’t. So that’s the second thing I would do. The third thing, Russell, that you should do is, you need to get your book extension. If you’ve got to pay more money, whatever it takes to just tell them that you gotta make the extension and that you will pay whatever it takes to make that work. And that money will hopefully help solve that problem, get that out of the way. With these other people, you’re working with in Funnel Hacker TV. Remember these are businesses you’re helping with; you’re not doing those businesses, so you need to put the owners back on them. Get them to work harder, get them to think through things. You can’t answer every question for them. And they need to understand that. Let them kind of run with it and just do it. And that’s going to help them grow more. You’re so stressed about them making money that you forget that it’s not about money, it’s about growth for them. And if they don’t grow, every time you take your eye off the focus, it’s all going to collapse on them again. Help them understand that. Leverage people on your team, everyone wants to help you, and sometimes you’re scared to ask for help because you know that everyone is doing so much anyway and you just think you can add it to your plate and not worry about it, but they’re there to support you and help you so make sure you leverage them. Because again, if you’re not able to handle this, it’s really bad for all of them. They’ve put their lives, and hearts and soul into it as well and it’s important that they do what they need to do and you do what you need to do. And they want you to be there. So those are the things I’d recommend Russell. I hope that helps. We’ll talk soon.” So that’s how I’d vox myself. So there’s my advice for myself. Hopefully take it for yourself as well. I actually feel a lot better just saying that out loud. So thank you guys for bearing with me. The other things that’s interesting, we talk about hiring consultants all the time and it’s funny, we’re always like, “Well if we’re going to hire a sales consultant, what would we tell ourselves?” And usually we know all the answers. You guys just saw me do it here live, I just consulted myself. You should try consulting yourself the next time you have an issue and you’ll probably solve all your problems. So with that said, I’m at school. I’m about to run in and go see my kids dressed up  as Halloween costumes, which is going to amazing and a ton of fun. And everything else is going to fade away and I’m going to get into a state and be with my kids and family right now. Business Russell is turning off because none of that stuff actually matters, and Dad is turning on because that’s what matters. With that said, you guys don’t forget the famous quote from David O McKay. “No success can compensate for failure in the home.” So go to your kids Halloween parties, have some fun. Talk to you guys all again soon.

Continuing my thoughts from yesterday… On today’s episode Russell talks about a couple in the Inner Circle group that has implemented the things they learned at the last Inner Circle meetings and how building a culture has worked for them. He also apologizes to people he may have offended in the last podcast. Here are some cool things to listen for in this episode: What kinds of things Brandon and Kaylin did to help build their cult-ture, and why they are the best implementer’s ever. And why Russell didn’t intend to offend people with the last podcast, and why he is just trying to motivate. So listen below to hear how you can follow Brandon and Kaylin’s example to build your own cult-ture. ---Transcript--- Hey everyone, this is Russell Brunson and I am heading home from the first days of the inner circle, which were just amazing. I’m a little tired, a little worn out. I have two more days the next two days. I gotta get some good rest, start over the party tomorrow with the next group of our awesome members. I’m looking forward to it. But I just wanted to do a couple of things. First off, I know before I headed in Monday, I talked a little bit about the fact that I want people taking the stuff and running with it. And I had a couple of people who messaged me afterwards. I wasn’t speaking to anyone specifically, but as a whole. I want everyone believing more in themselves, and that’s the message I was trying to get out. I was probably ranting a little bit, I don’t remember. I don’t anyone to think that I was mad at them specifically, but I do want people to believe that you’re good enough now. You’re ready, you can do it. Hopefully that was the message you got, because that was the message that was intended. It’s funny, it’s interesting, in our coaching program that’s a commonality. I do a lot of coaching, but the majority of it is really people asking for permission. “Hey, I think I should do this, what do you think?” And I’m like, “It’s awesome.” Or maybe not. That’s what a lot of people need and I get that. I’m in the same spot. I’ve got my coaches in different aspects of my life, but I would say for most people, give yourself permission. You can do it, you’re good enough. Use that as fuel on that side, and hopefully there was nothing negative that you guys got from that. That was not my intention. Sometimes I push record, and I’m in a weird mood. But there you go. So a couple of cool things from Inner Circle today. One thing that’s interesting that I’ve found, this is kind of funny. You know how when you learn from somebody and you see them from afar for a long time and their name is their name. For example, Mark Joyner is my first mentor, so I always called him Mark Joyner, Mark Joyner, Mark Joyner. So the other week Mark was out here working, in fact I’ll say it right now, I felt awkward. When Mark Joyner was here, it was funny because Brandon who was doing video stuff, he kept calling him Mark. I was like, “His name isn’t Mark, its Mark Joyner. Why are you disrespecting him like that?”  And that’s how I felt. And I realized that. I didn’t think much about it until I realized recently almost all of the Inner Circle people, when they say something to me it’s never “Hey Russell” it’s always, “Hey Russell Brunson” and I think it’s interesting and I totally get it. For me Mark Joyner was always my mentor. Dan Kennedy, Tony Robbins, I never called him Tony. That felt awkward calling him that. It’s kind of a fun thing I’ve noticed. Tons of people here keep calling me Russell Brunson. It’s funny because in your normal life, you never call somebody by their full name, but in those situations…..it’s so fascinating to me. I thought it was kind of cool.I definitely look at that as a term of endearment, which is kind of cool. So I’ll leave that there. And then the last cool thing I’ll share, and then I’m almost home which is kind of nice because I need some sleep. With our Inner Circle group, we have a Monday/Tuesday group and then a Wednesday/Thursday and then on Tuesday night we have a big dinner with both groups. So we just did that tonight, just got out of it. And it was cool because Brandon and Kaylin, at the last Inner Circle meeting one of our big things, and if you follow along with the podcast, I’m sure you heard it. It was all about building your cult-ture and what you have to do to build that up and grow. And it was really, really cool, they are some of the fastest implementers that I have ever met, hands down, ever. So they basically went home. On the flight home they were like, “Okay we’re building a culture.” And they changed their branding, their name, their Facebook, everything. They re-did in the last four months, and they came back tonight and showed, “This is everything we’ve done based o three months ago, to build our culture out.” And it was amazing. If you’re in the Inner Circle, we Facebook live it in the Inner Circle Facebook Group. So you guys who are Inner Circle members can go watch that. And if you’re not, it’s time to join the Inner Circle, what are you waiting for? Oh, maybe the fact that’s it’s sold out. Maybe you can beg your way in if you’re not in it yet. It was amazing, thing after thing. I was taking notes as fast as I could and it was amazing. The coolest thing is the result of them focusing on building a culture and all these kind of things. Its crazy, there churn decreased by ten percent, which is hundreds of thousands of dollars. They now do these, kind of like our Funnel Swag t-shirts we do. They do these Lady Boss Swag launches where they’re like, “We have this new t-shirt designed. There’s a hundred in these sizes. Go. First come, first serve. When they’re gone, they’re gone.” They sold $25,000 in t-shirts in 24 hours and then closed it out. They’re doing those kinds of things and they’re using it to sell programs and to upsell things to upgrade and to get people to actually fulfill and get things done and lose weight and there’s all this built in accountability. It was amazing to see what they created just from this thought that we had about building your culture. So for any of you guys who heard me talking about that over the last few months, it’s time to start running and doing like they do. Because man, 3 ½, 4 months later, to see what’s happened because of that and because of their action based on that has been amazing. So there you go guys. I’m doing it, if you want watch Brandon and Kaylin, they’re doing it. A bunch of other people in our group, they’re doing it. Time for you to do it as well. So there you go. I’m at home you guys. Appreciate you all for an amazing night. Know that I care about you guys and that if I ever say anything mean, it’s not to be mean but it’s to hopefully get you guys to take action. Because you are good enough, you can do it. The people that you serve deserve it. So there you go. Thanks everyone, have a good night and we’ll talk to you soon.

You’re good enough now! On today’s episode Russell talks about why people in his life that ask him for help building funnels should just follow the blueprint he has laid out, and then they can’t fail. Here are some interesting things you will hear in this episode: How many friends have asked Russell to build funnels for him in the last 10 days. Why it’s not that hard to build funnels yourself if you follow the guidelines that Russell is handing over. And why its important for everyone to learn how to build their own funnels for their own business. So listen below to find out how Russell figured out that building funnels for other people is really a disservice to them, and why he doesn’t want to do that. ---Transcript--- Hey this is Russell Brunson and welcome back to Marketing In Your Car, you guys. Glad to have you here. I am on my way into the first of four Inner Circle Mastermind meetings that are happening in the next two weeks, which is kind of exciting. It’s actually really exciting for a couple of reasons. First off, as some of you know, depending on when you are listening to this, we are in the middle of the elections, which is pretty much a train wreck. The good news is that I’m in a state where everyone always votes republican, therefore no has to run any advertising here, therefore I don’t have to see any of the ads, which actually I would like to see the ads. I’m sure they are hilarious and funny and depressing all wrapped into one. But I want to see that. I don’t get a lot of the noise of the election, which is kind of nice. I’m sure, especially a lot of you guys in swing states are getting bombarded by it. The second thing is that we’ve got, as you know, 100 people in the Inner Circle, which means there’s 25 people coming today and tomorrow. 25 people the next two days and then next week we’ve got 25 and 25. So the next two weeks before the election, I’m going to be stuck in a room with a hundred of the coolest entrepreneurs on earth. All of which, I don’t know the right verb or noun, but all of whom are trying to change the world in their own little way. They are looking at what’s happening around the world. They’re turning the tv off and saying, “I could be better.” They are trying to be a positive change and impact on people’s lives and companies and it’s amazing. That’s what I get to do and completely flush out the noise of the media and spend time with people who give me hope and faith in the world. Because to be completely honest, there’s sometimes I look around and I don’t have much hope or faith in people or in the world. So I’m just excited and grateful for those who are in the Inner Circle, to be able to spend this time with you guys. So first off, thank you. I’m excited to be with you guys here, for those who are inner circle members. And it’s been fun. One of the things I do every Inner Circle meeting is look back at the last 4 or 5 months since our last meeting, and look at what are the coolest things done, have had the biggest impact. Looking at those things, what are the coolest things I can share? So it’s been fun kind of putting those things together the last day or two. Printing out little handouts and getting people ready to show some cool stuff. So I don’t have time obviously to go deep into all those things, I’m going to spend probably 2 or 3 hours today showing everybody the cool stuff. Then we’ll have everybody else share all their cool stuff, which is so fun. So I basically get everybody’s ideas over the next 8 days. It’s going to be insane, I love it. I’m so excited as you can probably tell. But the one thing I wanted to message to you guys about, there’s been this really weird, recurring theme over the last 10 days of my life. It started, today’s Monday morning, just to give context. So it started a week ago Thursday, so about ten days ago. So from Thursday til the next Sunday, like 4 days, in those 4 days 6 people in my own personal life, so this is not talking about Clickfunnels members, because I’d say the number if you did that would be about 10x. But 6 people in my personal life all came up to me about partnering with them on sales funnels. And they’re all close friends and I don’t want to just, I’m talking down about any of them, because they’re all amazing people with great ideas. But they’ve all consistently come to me with basically, “I’ve got this idea, lets partner on it together and we’ll split the money.” And I get those deals all the time from Clickfunnels members, to be completely honest. We probably get a dozen or so requests a day, if not more. We just can’t answer them, we just ignore them or tell them no. But it’s weird; it’s strange when it’s like your friends. Even friends that didn’t even know what funnels were or what I did or anything. I see them randomly at soccer games and they’re like, “Hey, so….” I’m like, “Oh, come on.” So what I want to tell them and you and everybody listening, is something that’s very, very, very important. I’ve been doing this for a long time, which is why I think people want to lean on me. “Hey Russell, do this or help with this.” I want you to know that I have been giving as many clues and hints and cheat sheets and blueprints and things as possible for you guys to look at and to model and to copy. I don’t know what else I could possibly do, besides just doing it for you, which doesn’t serve you, it doesn’t serve anyone. You have to learn this process, and if you don’t want to learn this process then you shouldn’t be doing this. You should go back and do whatever you want to do. I don’t go to my friends who are doctors and be like, “Hey man, so this is the deal, I’ve got the flu, I want to cut myself open. Can you help me cut myself open? Just real quick show me how it works. I know you know you know how; you went to medical school for 12 years. I know you know how to do it.  Just come over, show me how to do it real quick, so I can do it. Or just do it for me, cut me open.” That’s not how it works. You have to earn it. In fact, it’s been interesting since I’ve seen, and it’s kind of one of the downsides. I’ve had people and I’ve gone and helped them. A really good example, and I’m just going to be blunt. The guys at Flex Watches. We came in and just did their whole thing for them, gave it to them, it was on The Profit. It was really cool. But the problem is that since we short-cutted all the thinking for them, now they’ve got this thing and they don’t know what to do with it. And they can’t figure it out because they didn’t have to earn….I just ran a red light. Crap. They didn’t have to earn this, they just got it handed to them. So because of that, now they can’t think on their own. They can’t figure out the next step. All these other things they’re stuck on. They just messaged me yesterday, “Hey Russell, um, it’s not working very well. What should we do?” if you would have created it, you would have thought through these things, you would have seen the vision and all those things. IF I just hand it to you on a silver platter, you miss all that, which means that I get tied into doing it over and over again. And every single person I’ve done that with, and I’m seeing it a little bit now with some of the Funnel Hacker TV episodes, where we just build a funnel and hand it off to the entrepreneurs. Same thing, we hand it off, but they haven’t thought through all those things and now it’s almost like a disservice to them by doing it. And I don’t want to do that. You guys are smart enough now to do this on your own. For some reason everyone wants permission and I’m going to give you permission.  You are good enough today. You can do this. You just need to go and do it. You don’t need me helping. You don’t need me doing it for you. Yes, that would be great for me to do it all for you, and I totally understand that, but that’s not what this is all about. Because if I do that, you don’t learn what you need to learn. You cannot truly serve someone, I don’t believe, unless you learn this side of the business. This is the only really important part of the business, is the marketing. The marketing of the thing is so much more important than the actual thing. I know I’m going to offend people with that. “No, my things the most important thing in the world.” And it is, but unless you’ve mastered the marketing of that thing it doesn’t matter because no one’s going to know about it. “But Russell, I outsource my marketing.” Are you serious? That’s like outsourcing your love making. What’s the point of being married if you just outsource that crap? That’s the best part. Don’t you understand? Why in the world would you outsource that part of it? It’s the most important thing. It is more important than the thing you were actually selling. So it’ s time for everyone to stop having excuses and stop saying, “I wish Russell would do it, or someone else would do it.” It’s time for you to bite the bullet and just figure it out. It’s really not that hard. So this is what you got to do. First off, read the Dotcom Secrets book, 5 times. And I’m not saying that because eI like my book. Literally study it. That’s 12 years of my life put into a book. So you can go and read 500 books like I did and 300 courses and spend 10 just looking at it, or you can get the cliff notes. If you haven’t read my book at least 5 times, you haven’t read enough. You don’t understand these concepts. So there’s number one, read the book over and over again. Number two, I would say go……. I’m trying to get my parking ticket in the parking garage. Sorry about that. I’m driving a stick uphill, it always stresses me out. Number two, now that you’ve done that you’ve got to become a master. You need to funnel hack a lot of people. So you need to go buy a bunch of people’s products, to see the process. Buy my products, not because I want you to give me money, I do, but that’s not the purpose. The purpose is that I want you to see what a good sales funnel looks like over and over and over. Spend a thousand bucks. “But Russell a thousand dollars, I can’t afford that.” If you can’t spend a thousand bucks at this point in your life, you need this more than anyone. You need to go find a business partner who’s got a thousand bugs, who’g going to let you funnel hack other guys. Because if you don’t have a thousand bucks at this point to invest in your business, you don’t have business having a business. I understand that, I’ve been broke. When I got started I was completely broke, but you’ve got to figure out a way to get money. Because if you don’t invest something you can’t do it. Third off, get a Clickfunnels account. “Oh Russell, it’s so expensive.” Are you kidding me? It’s not expensive. Holy crap, I can’t believe….when Frank Kern heard we launched Clickfunnels, Frank Kern said, “You should charge $5000 a month, minimum for this service.” And he was dead serious. I was like, “No, we’re going to make it $97 a month.” And he was like, “You’re insane.” And I was like, “We’re going to do it anyway.” And we did it anyway, and guess what? And then there’s a $300 a month Actionetics. And people are like, “I can’t afford $300 a month.” You are running a business. This is the foundation for you running the world. $300 a month, if you can’t afford that, once again, go get a side job until you get $300 a month extra. It’s only $30 a day. If you get a job paying  $15 bucks an hour, 2 hours a day extra to pay for the foundation for your entire company. Or find a partner or something. But you have to have that. Now I remember back when I got started, because I couldn’t do it for $300 a month, I had to have a programmer and a webmaster and host and a designer, all these things that you no longer have to have. Do you understand that? Third off, I’d recommend you guys get certified. The Clickfunnels certification program, even if you’re never going to sell funnels for other people, is amazing. It’s like school. It forces you to do homework assignements and be accountable and actually do something. It would be so good for you guys. If you’re not going through our certification program yet, do you hate money that bad that you don’t want to learn and master this skill? Go to cfcertified.com, go through the webinar, sign up for the certification program. It’s a little expensive, but it’s worth it. It’s a lot cheaper than college or type of tuition you’re doing, but go and do it. I don’t even know where I’m at. There’s a bunch of things. This is the key guys. It’s time to immerse yourself. It’s time to stop relying on Russell or anyone else. I’m putting out as much stuff as possible. I’m doing Funnel Fridays, I’m doing this, I’m doing that. Funnel Hacker TV…I’m doing as much stuff as we can, not because I want to get a whole bunch of people who want me to build a whole bunch of funnels. I don’t want to do it. I want to build my own funnels. I want to give you guys so much inspiration, so many clues and blueprints and just ways to master the skill that you can’t possibly fail. The thing is you gotta geek out on it. You gotta get excited. You gotta say man, this is the most exciting part of this entire business, this piece of it. Then start immersing yourselves in it. Immersion is the key. Because this stuff is not that complicated, but you gotta be excited about it. You gotta get into it and look at it from many different angles and it’s time to look at it as a business. When you do that, you can do this. It’s not that hard, it’s not rocket science. It’s funny, people keep asking me,  I had a guy interview me the other day, “What’s the future of funnels?” There’s no future of funnels, it’s the same as always. Simplistic, easy, powerful funnels. Look at my funnels, they’re all simple, easy, they all convert, and make money. Which kind of funnel should we use? There’s one of five funnels. If you read the Dotcom Secrets book, there’s millions of funnels you could make, I only use six funnels. That’s it, some variation. All my products are variations of 5 or 6. Master those 6 six things. It’s a finite number. It’s not some moving target that gets bigger and bigger. It’s very finite. This is what you have to master to be amazing. That’s it. So there you go. I hope that I didn’t offend too many of you guys, but what I want you to understand is first off, you are good enough right now. This stuff is not super hard, but it does take some focused immersion time. The more you can immerse the better. Start with the book, if you have no money just buy the book. Dotcomsecretsbook.com, immerse yourself in that. Read it 5 times. That’d be number one. Then as you can invest in things, invest in more. Just reading the book will give you guys the foundation and the strategy and then you can go deeper with funnel hacking people. Then you can get software, then you can go and try to get certified. But I would keep looking at this as an investment. Keep reinvesting into yourself because that’s the key to how this whole game is played. You guys have it easy, seriously. I don’t know how many more times I can just give you guys funnels that are pre done or show you funnels over and over again. I didn’t have that when I started and I’m not that smart. I guarantee almost everyone listening to this podcast right now, is smarter than me. Guaranteed. The only thing that I do is I’m really good at modeling. I look at what people are doing and say, “Wow that’s awesome. How can I model that?” And I don’t copy; I hate people that copy things. But how can I model it, how can I make it better? How can I put my spin on this concept? But I model and I don’t deviate from the model that’s working. I just make little tweaks and make it my own. I’m through building a funnel for one of the Funnel Hacker TV episodes and guess what I did? I found a funnel from 7 years ago, it was one of our best converting cold traffic funnels, took that and I modeled it and it looks identical to that one. Because that’s how I do all my VSL ones, they’ve all been identical because that’s how VSL ones convert. So I don’t try to deviate or make up my own thing, I just do it the same way. Anyway, I hope that helps you guys. I’m out of here, I’m at the hotel and I’m going to go check in and hang out with the Inner Circle guys. We’ll talk to you guys all again soon. Bye everybody.

You’re actually doing everything backwards. Flip this and change everything. On today’s episode Russell talks about positioning yourself in the market in a place where you can be vulnerable and relate-able and be able to make mistakes. Here are some super helpful tips you should listen for in this episode: Why when you position yourself as an infallible person it makes it harder for you to take risks. Why it’s important for your market to see your vulnerability and to make yourself relate-able to them. And Why it’s stupid to hire a life coach to teach you how to be authentic. Just be yourself and people will like you because of who you are. So listen below to find out how you can position yourself as someone who can make mistakes so people can love you for it. ---Transcript--- Hey everyone, this is Russell and I want to welcome you guys to Marketing In Your Car. I’m really excited, it’s been a while since I’ve done one and that’s because we’ve been trying to get a new intro for forever. This episode’s not going live until the new intro’s live. We tried to hire a company, we tried to hire another company, we tried another company. Nobody can do it, I just want to…..you guys’ that we’re hiring are professional-podcast-intro-maker people, you’d think they’d be good at making an intro. Anyway, we’re coming back to the drawing board and we’re going to do our own. So I’m going to do it this morning and my brother will get this one and he will get the intro, he’s going to make it, because he’s magic. And when this goes live we’ll have the intro. So hopefully you guys just heard the new intro and hopefully it’s cool. Did you like it? I don’t even know what it is yet, but I’m guessing it was amazing or else we wouldn’t have pushed it live. So I cross my fingers that it was amazing. With that said, I’ve been missing you guys. It’s been a while. I’ve been driving to the office wishing I could talk but I was like, I’m waiting for the new intro, waiting for the new intro. So I’ve been hanging out again, so I apologize for slacker-ness. But the good news is because of my slacker-ness, Stu Mclarin told me he started listening to some past, back archive issues and got some good nuggets, so maybe you guys should all just start at the very beginning. Anyway, we have the new pre-loaded MP3 player coming soon. Just waiting on China. Apparently China takes week long holidays, the whole country. So they’re in the middle of a holiday. They were supposed to ship it all before the holiday, but they didn’t. So now we’re hoping they ship it soon. So that’ll be coming very soon. Anyway, today I want to talk to you guys about something that’s very, very important. And it’s all about positioning. Now this is not the kind of positioning that normally we talk about which about how to find your positioning, how to put yourself in the right spot and elevate, blah, blah, blah. But what I’m talking about is the opposite, the negative side of positioning. Recently, and I’m not going to name names but some people I’ve been working with who have been insanely concerned about their positioning on everything and annoying so. And because of that, they have become completely irrelevant. They are, I’m trying to make sure I say this without alienating or anyone thinking they know who I’m talking about, it could be anyone. But this person, we’ll just say this person, is so concerned about positioning that they won’t do anything awesome anymore, because they are afraid that if they do something awesome and it fails it will lower their what? Their positioning, their status. So they’ve positioned themselves in this spot and they’ve drunk their own Kool-aid. They think they are the most amazing person on Earth and because of that, and because they’re so concerned about positioning, they won’t take risks or gamble or anything and they’d become completely irrelevant because of that. This whole business, it’s hard to stay relevant. Especially when you’re an expert or a guru or whatever you want to call yourself. And you’re out there and you’re trying to keep on top of mind in market sharing. Keep people aware. So it’s been interesting. It’s made me think a lot about my positioning and making sure that I don’t position myself in a way where I become irrelevant because of how…..I could tell you guys stories about the stories, because it would make even more sense. It’s more so kind of a warning because I’ve seen it happen in the last week, multiple times, which is just interesting. It’s kind of all been on the top of my mind this week because I’ve seen it happen a couple times in the last week or so. So for you guys, I want you to think about, and this comes back to the whole attractive character and how you position yourself and things like that, but I would definitely pick a positioning standpoint that allows you to risk, where if you fail, it doesn’t lower your status. For me, I’ve kind of put myself in a cool situation, where I tell you guys everything. When I failed, I’m like “Hey, I failed again.” And it doesn’t lower my status because I haven’t positioned myself as an infallible person who never screws up, I’ve positioned myself as someone who screws up all the time. But because of that, because of all the failures and the mistakes and issues and the problems, that’s how I’ve learned and how I grow and I share with you guys the pros and cons and ups and down. That’s what Marketing In Your Car initially was. Let me give you guys a glimpse at what we’re doing. And I’m not going to just sugar coat it and show you guys all the ups. I’ve had many episodes where I’ve talked up the downs. I’ve had episodes where I’ve been in depression and I’ve told you. I mean my depression usually lasts for a couple of hours, but I share those things with you guys because it’s real and it’s not fake and it’s what’s actually going to serve you the best. Whereas if I position myself as this infallible being who never screws up, man I’d be scared to try anything or test anything or risk anything, or be in the public spotlight because of that. And very, very quickly I’d become irrelevant and that’s what’s happened to the person or persons. Plural or singular, it’s up to you to think. That’s happened to them though, because they don’t want to screw things up and because of that they’ve become irrelevant. In their mind they don’t they have become irrelevant. But if you were to survey the market and ask people who should care who tey are, I believe that they’re kind of gone.] So I just wanted to warn you guys about that. So not be so, and we’ve talked about this in the Dotcom Secrets book a little bit when we talk about the attractive character. We talk about, without your character flaws people can’t relate to you. But because of our positioning or our status, we’re so scared to share our character flaws that we just freeze. We don’t share anything and then we’re scared to fail because people will see our character flaws, man it causes so many issues. Think about any comic book character, what makes them interesting? It’s the character flaws. Superman is super boring until kryptonite is introduced now it’s like, sweet now he can die. Imagine if it was Batman vs Superman , the whole movie is this big climax and then Batman and superman step out there and Superman does his superman flying punch and batman is dead in 5 seconds. You’re like, “Huh, well that was boring.” If it wasn’t for Kryptonite, that whole movie was super boring, uninteresting. I mean, Superman as a character would be uninteresting if it wasn’t for Kryptonite. Batman’s the same way. What makes Batman interesting. It’s the fact that, he’s got family, he’s go these other people he loves who could be injured. We watched Spiderman with the kids for the first time. Spiderman is this amazing being who can do everything, but if it wasn’t for the fact that he’s got MJ and his uncle and aunt, if it wasn’t for them and that character, not character faults, but the weaknesses. They’re not interesting characters. So understand that, you guys. By positioning yourself as an infallible person, not only does it make you way less money and be way less interesting to people, it also is gonna make you very irrelevant very, very quickly. Have fun with yourself. Have fun with what you share with people. Let people know that you’re messed up because you are, I am, we all are. That’s the whole point of this human experience. We come down here and we come into these world and all of us have different upbringings, but what happens is some of us have a mom and a dad, some of us just have a mom or just a dad, we all come in different weird situations. And then we got through this life and we have all sorts of weird things, some things are messed up, some of us get screwed up early in our life. I’ve had friends who by the time they are 5 years old, things happen to them that would mess you up for the rest of your life. I don’t know how they’ve survived and how they’ve thrived through those. It doesn’t make sense to me. But for all of us to come out and act like, positioning yourself as this person who doesn’t ever fail. Man, it makes you un-relatable. The people I know who are doing the best today, and today is more important than ever before. Because it wasn’t so important even 5 or 6 years ago. But with the advent of social media and all these things….I was telling someone the other day. When I’m doing a webinar I see people Googling my name and Facebooking me, and when I share testimonials, people are private messaging my testimonials to see if I’m legit. People are fact checking you as you go, and you try to be all perfect and annoying and stuff like that, or you can just tell the truth. Just be you, who cares? It drives me crazy. Why won’t people just be themselves. You are good enough as you are. People will love you as you are. Just be yourself and just share the truth. Ben Settle, he was making fun of life coaches that teach people how to be authentic, that’s a big theme right now.  Teaching people how to be authentic. And he was making fun of them, “Why would you pay someone $10,000 to teach you how to be authentic. Just be yourself.” And it’s so true. But for some reason we’re so screwed, we’re so afraid of people seeing past our shell that we put up all these barriers. That’s what……it’s causing the problem that you’re trying to solve. I was watching two nights ago, I was watching The Profit, it was the episode where the cleaning lady, and the cleaning lady is putting on this false facade and that was her…..she was trying to do that so people wouldn’t judge her so she could be successful, but because she did that, she was not successful and therefore people were judging her. It’s like the walls that we put up so we can get what we want are the things that are keeping us from getting what we want. It’s ridiculous. So if we would just all…..I was going to say grow up, but it’s the opposite. Go back to being kids where you are vulnerable and you don’t care about what people think. Go back to that time, that state and holy crap, guess what happens? The things you’re trying to get to happen right now. It’s really, really weird. The shells you’re putting up, this posturing, this stature, whatever you want to call it, that is what’s keeping you from your dreams. Don’t do what Ben Settle was suggesting, don’t go pay $10,000 to have someone teach you how to be authentic, just be authentic.  Put yourself….it’s scary. “Hey Russell, you totally screwed up again.” That’s scary to put out there, but guess what? I do, and guess what happens the next day? Nothing. I wake up and everything’s still good. Some people think I’m annoying and they walk away and I’m grateful for that. And some people relate to me and they get benefit and value because of that and they walk towards me and that’s the key, you guys. So there you go. Fix your positioning and posturing, be authentic. Whatever you want to say, quit putting up those walls. I dare you guys, tell a story, however you publish stuff, if it’s through writing or blogging or posting, even if you don’t have a way to publish it yet, go find somebody you love and you care about and just be vulnerable. Tell them the truth about how you feel. And if you’re pissed, tell them you’re pissed. If you’re sad, tell them you’re sad. If you’re angry tell them you’re angry. Just let the walls come down and just try it. It’s so scary at first, but guess what’s going to happen? Only good stuff. Alright, I’m at the office. I’m going to go have some fun, you guys. Appreciate you all, I hope you enjoyed this Marketing In Your Car and I’ll talk to you guys all again soon.

After you’ve mastered consistent new customer flow, then you’re allowed to do this… On this special 200th episode Russell talks about his Funnel Scripts Webinar and closing 45% of people on it. He also talks about if you put out more stuff for people to buy, they will buy it. Here are three fun things you’ll hear on today’s episode: Why people will buy more from you, as long as you continue have new things for them to buy. One of the cardinal sins of why people’s businesses have shrunk or disappeared. And what two things you need to do for your business to be successful (gaining new customers, and having new products for them to buy). So listen below to hear why you need to both gain new customers, and keep them around by having new products for them to buy in order for your business to continue to grow and be successful. ---Transcript--- Hey everyone, this is Russell Brunson and welcome to Marketing….oh crap….In Your Car. I just ran a red light. Oh man today is already starting out amazing. Welcome everybody I hope everyone is doing awesome. I think this is episode 200, if not then tomorrow will be, but I think it’s today. I think today is the day that we crossed 200 episodes. That means you guys who have been my faithful followers, have been listening to me for 10 minutes a day for 200 days-ish. I think we’ve been recording it now for 3 years and I love it. So thank you for listening and subscribing. I always hear people I meet at an event and who are like, “Russell, I ran into one of your podcasts, then I binged and I went through all of them in the next week. And I’m like, “holy cow, that’s a lot of intense listening.” So I appreciate all of you guys, glad to have you and hopefully these have been valuable and have served you for a long time. What to talk about today…….Well, today on our, hopefully…I should’ve known this before I jumped on, but I’m already driving and I don’t want to search. Anyway, I think this is the 200th episode and if it is, we have a special episode for today. I wanted to talk about something important, some of you guys know yesterday I did a webinar for a new product we created called Funnel Scripts, and we had 5,038 people register for the webinar, which is crazy. Goto Webinar only let 1,000 people on, we had all sorts of technical issues. I can’t even tell you all the problems that came with it, but even with those things in place, we closed 45% of those who were on. Like 450 sales which was nuts. It was not what I was planning, I was thinking 100 would be awesome, 200 if I did well, so yeah it was insane. And I was thinking about that and it reminds me of when I started working with Drew Canole at Fitlife TV. He had one product he’d been selling for 5 or 6 years and they sold an insane amounts of them, but pretty much the market had bought his product and they were struggling financially, they couldn’t do anything else. Outside of trying to fix and tweak their existing funnel, which we did. Next thing, I was like, “These people want to buy from you. I bet if you offered something else, they would buy.” In fact, I knew because I bought Drew’s stuff and then he had nothing else to buy. He had one thing, a 100 dollar kit, it came with a vegetable scrubbing brush, a water bottle. Anyway, I bought that, and he told me I was one of three people that ever bought that. I was like, “I want to buy more stuff from you, I assume everybody else wants to buy from you as well.” And I think that us, as marketers, we have this thing where we feel guilty, even if we don’t think we do, we feel guilty selling more stuff, because we’re like, Man, they already bought this thing, I don’t want to sell them more things.” But the reality is people like to buy things. One of my friends and mentors, David Fry, I few years back he told me, “The reason why I don’t make more money, is I don’t make more offers. Russell, you make more money than me because you make more offers. You put more offers out there and people continue to buy because you give them stuff to buy.” It’s been interesting the last year of my business. We pretty much stopped promoting affiliate offers, we don’t really sell other people’s products anymore, which has been a good thing. Except for obviously I miss the revenue that came from that, but we’re trying to keep everything more internal. We’ve sold Clickfunnels a lot, in fact I’ve talked about it probably everyday for the last 18 months. Because I’m in love with it. And we’ve sold a lot of it, we’ve got 11,000+ active members now. It’s growing rapidly, it’s been amazing. But I haven’t really sold anything else, we haven’t really come up with another product. We’ve had some little things here and there, but nothing…We have little free+ shipping offers to get people into Clickfunnels, but nothing big and new and exciting. So This is the first thing. So similar to what happened with Drew Canole, they launched their new supplement called Organifi and now they sell a million dollars a month selling Organifi to an existing audience who was just waiting. They were bursting at the seams just waiting to give him more money. It kind of happened to us yesterday, I think. We had a 45% close rate which is crazy. But people are looking for more stuff, they want to continue to buy and consume. What I wanted to talk about, is that, but I wanted to also give a huge warning sign because I’ve been doing this a long time. 12+ years now, and one of the, I’d say the cardinal sins of why people’s businesses shrink and eventually disappear, I’ve seen it, I can’t tell you how many friends and partners and guru’s and things that I’ve seen in the last 12 years go through the cycle. I’ve got a lady literally going 3 miles an hour in front of me right now. Are you kidding me? You’re not even above 5. Alright, she’s gone. Oh and now she’s about to turn into me, holy moly. Anyway, that was weird. I’ve seen these people who’ve had business who have shrunk and just disappeared and they’ve lost relevancy and I think the reason why is because they just start selling their existing audience more stuff, and so while I think that there is a spot when you can sell your audience more stuff, this is the big warning and the big caveat, is that you should only start selling your existing audience more stuff is if you have a front end funnel that’s bringing in new traffic, new leads, new blood into your business. If you don’t have that, this is what happens. This is the pattern, I’ve seen it hundreds of times to people who, I’ve seen them at the top of the world. They come in and they’ve spent a some amount of time building up a list. Sometimes it’s through a product launch, sometimes it’s through whatever, and they get this audience. Let’s say the audience is 30,000 people and then they stop doing things that get new blood in. They have this 30,000 person list, then realize the way I make money, I sell something new to this audience, and they make a new thing. And they make a new thing. And they make a new thing. And they make a new thing. And they keep doing that and every time they do that the list goes from 30,000 to 29,000 to 28,000 to 27,000 to 26,000 and it keeps getting smaller and smaller and smaller and smaller and smaller and smaller. Because their entire business consists of creating new things to sell to their existing audience, and you can do that for a while, but you have to be very, very careful because that will eventually disappear. And I’m not saying that in theory, I’m saying that, in I’ve seen it hundreds of times in people who were ten times more successful than me who are no longer relevant, who’ve disappeared because their entire existence, their income became on just completely selling new things to their existing audience and they stopped focusing on front end traffic. So this is the lesson and this is the warning. The lesson is, you’ve got to have two things. One is a front end funnel that’s bringing in new blood into your ecosystem, your world. That’s number one, and number two, then when you have that, if and only if you have that first, then I will allow you to go and start creating new offers for this existing audience. One really good example, if you look at Agora publishing. So Agora spends insane amounts trying to create new front end offers so they can bring new traffic into their whole world. They set up a whole team that’s what they’re doing and that’s what they’re best at in the whole world. So they’re bringing all these people on their $50 a year newsletter, they upsell them on lifetime access for $500 and that’s their break even funnel, then after people are in, they do once a month webinar selling their new training course, and that’s where they’re actually making money. But they have insane amounts of time and effort all focused on bringing new blood into their world. And then once a month they do a big internal promotion to those existing customers  selling them the next thing. They’re doing, I think on average, 12 new webinars a month to now monetize this audience. Not a month, year. 12 new webinars a year to monetize this audience. So that’s a really good strategy, but it works for them because they continue to be adding new blood, new leads, new people into their world. So I want to make sure that you understand a couple things. First off, you can’t turn off the spigot that fuels your company. Because that’s going to be a temptation because you’ll be like, “Wow, I made more money selling my existing audience.” Yeah, you will but that happens and that works because you had the faucet filling up the audience bucket and you cannot turn that off. That’s the first thing. Keep an ey on that, keep that up, keep that happening. Keep doing your weekly webinar. Go back to the archives of Marketing In Your Car you should listen to the one that’s called, “The Model for the Next 12 Years” That episode is one of the best episodes we’ve ever done in all the 200 episodes of ours. Where I walk through the webinar model. That should be the fuel you’re never turning off. That should be happening every single week. Every single Thursday you should be doing that. That has to stay, now while that’s happening, now on the other side, now you can start focusing on what are cool things I can create to monetize this audience. What are other products and services and things they will want? Now when you start thinking through that its exciting because there’s a million things you can do, there’s a million partnerships, there’s a bunch of stuff. I would steer you heavily away from doing traditional affiliate things. Because that’s another way people burn their lists out really quick, they start promoting other people’s offers, they’re like, “I don’t’ want to create something else, I’m going to create, promote this person’s offer.” And you do that but the problem is as soon as you promote that person’s offer, those people are on that person’s list and you lose them. You lose you brand you lose your credibility. So if you look at the webinar I did yesterday with Jim Edwards, he had a bunch of software that wrote sales letters, so if he would have come up to me initially and said, “Hey Russell, would you promote my sales letter course to your audience?” I would have told him no, because it didn’t make sense for me. I would have been diluting my audience, I would have been pushing them over to somebody else’s business. It didn’t make sense for me, but he was very strategic and very smart.  He said, “Hey let’s partner on this thing. Let’s build it together, I will customize it to your script, to your brand, to your thing.” So we created this thing called Funnel Scripts. And now this is a new product I get to add to my arsenal, it’s a new thing under my brand, under my umbrella. It helps build my company, helps build my business, but it was a partnership. So the joint ventures I look for now are ones that are more strategic like that; where it’s building my company, my business, our brand, all those kind of things. And so it gives very smart, very strategic for him. So look for that in your side, either create your own thing or find people you can partner with, but you can bring it under your own brand. That’ll help your existing audience stay within your world and continue to buy, to send up, and to keep buying your cool things. So that’s my suggestion. Anyway, I hope that was helpful for you guys. Again, create new stuff to sell to your existing audience, that’s important, but only if you have dialed in the front end faucet to drive new leads into your business. That’s more important. More important is getting new customers into your business and making sure that is consistently running. If that‘s doing it, if that‘s running, if it’s working, then I recommend now creating new offers and new things to sell that existing audience. And that’s what I got for you guys. Hope that gets you excited. We’ve got a bunch of cool things coming out. Funnel Scripts is obviously doing well. We’re gonna do a bunch a replays the next few days and see how many more people we can get into that program before we shut down the initial beta, and then with Funnel University coming out next. We rebuilt from the ground up our whole survey software, which is part of what’s going to be inside Funnel University which is exciting. That should be happening. My birthday is March 8th, so if you guys want to pre-plan presents, send them to me. Just kidding. I’m totally kidding don’t give me presents, unless they’re Gold or Silver. Those are exciting. I’m just kidding again. But my goal is to launch that either on my birthday, or the day before, day after. Somewhere in there. So look for that, because that’ll be our next big, cool, exciting, fun, amazing thing we have rolling out. After that it’s just focusing on filling the event. Oh, and we have this really cool thing called Funnel Graffiti coming out too. Dang, we got too many cool things happening. It’s fun, right? Alright, guys that’s what I got. Happy 200th episode, or maybe 199, but I think it’s 200. If not, we’ll celebrate again tomorrow, which would be awesome. We can celebrate our birthday twice in a row? Why not? Alright, guys, appreciate you, have an amazing day and I’ll talk to you again soon.

What is t-shirt video publishing schedule?… On today’s episode Russell realizes why other marketers wear white shirts every single day. He also talks about why he hasn’t worn white shirts in the past, but why now he might consider it. Here are 3 cool things to hear in this episode: Why Russell has to go buy all new clothes for Funnel Hacking Live. How if you watch enough videos of Russell you will know his shirt rotation. And why Russell is considering wearing boring dress shirts every single day. So listen below to hear about Russell’s t-shirt drama and learn which of Russell’s shirts are his favorites. ---Transcript--- Hey everyone, good morning and welcome to Marketing In Your Car.  Alright, so we are on the way to the office as usual. I had a thought.  I think I figured out why people wear slacks and a white shirt, finally. It took me a long time to figure it out. Yesterday, for example, we had 4 of our Clickfunnels certified consultants, who are just crushing it, come in and we filmed their stories; which are really inspiring. One of them is doing over a million bucks a year from what he got in the certification program; which is crazy inspiring because it was 8 months ago. One of them is a stay at home mom.  She’s got 12 full time clients now paying her between 1200 and 2500 bucks a month which is super cool.  One is a network marketing guy who was struggling with network marketing and now he’s doing this and just crushing it.  Another one is Donna. She’s a graphic designer. She went to the certification program. She doesn’t just sell them graphic design now, now it’s funnel building.  She’s able to 10x what she charged each of her clients.  It’s really fun hearing all of that. I was going to go meet them and I had to pick my wardrobe. I was going through all my stuff and I’m like, “I’ve worn this shirt at two different events and I’ve probably filmed 12 videos in it. And this shirt I’ve worn to three events and I’ve probably filmed 15 videos in. Everything single thing of clothing I have I can remember multiple, like 5 to 10 videos that I’ve worn it in. I don’t have a ton of clothes. But my wife is always mad at me because I always go buy more clothes. I’m like you don’t understand because I make a video and that video is out there forever and everyone has seen that thing. And it’s funny because I’ll go to an event and I’ll have a shirt on and people will be like, “Hey I saw that shirt in whatever.” And people will say stuff like that.  And I don’t typically wear a white shirt and a tie, or a white shirt and a sports jacket or whatever.  I just wear t-shirts or I wear button up shirts like that.  But the problem is when you wear something like that’s got color or flare or whatever you want to call it, or it’s a t-shirt with a funny saying. After you’ve worn it once, then it’s in stone on a video. You can’t wear it again. For Funnel Hacking Live, I have to get all new shirts, because everything I’ve worn, a percentage of the audience has seen me wear before and its awkward because their like, “Does Russell wear that shirt every day? I thought he was successful.” It’s like this horrible thing. I was thinking about my friend, Ryan Deiss, he does his events and videos and he always has a white shirt and a suit jacket on. I used to think he’s trying to be all business-y, which is the anti of me, but now I kind of get it. If he wears a white shirt and jacket, people just assume you have on a new white shirt every time, but it could be the same shirt. He can wear the same shirt every day, for the last ten years and nobody would know, because it’s a white shirt.  And people assume, “oh if you’ve got a white shirt and tie, you’re a business person and you’ve probably got like 50 of them and they’re all dry-cleaned every single day. For all we know, Ryan’s wearing a shirt and no pants.  Or it’s the same shirt and he never washes, he goes to the office and he’s just got one hanging up there, throws it on and boom, does a video, but nobody knows. So, there’s something to think about for today. I have no idea why I brought that up, outside of the fact for any of you guys, especially doing daily periscope videos I keep preaching and telling everyone to do. After 5 days everyone’s seen your wardrobe. If you go back through my periscopes, you kind of know my rotation. Monday I’m probably wearing this. Tuesday I’m probably wearing this. It drives my wife crazy because there’s only 5 shirts I like. I got this really cool one that I got online. Its yellow and it says “It’s On Like Donkey Kong” and it’s got a big picture of Donkey Kong. I love that shirt. I would wear it every day if I could, but people would see it. “Hey Russell, three periscopes in a row and you’re still wearing the Donkey Kong shirt. Why?” I’m like, “Dangit!” Even if I bought three different versions of that shirt people would still think it’s weird.  I’m like, “No I washed it, I can wear it two days in a row, because laundry night was last night. So I can wear it.” But no you can’t. It has to be two weeks out. I have to plan, “I wore this last week, I have to wait another week.” Because you don’t want people to think you’re weird. I have two American Fighter shirts that I love, that are my favorite. A blue one and a red one, and again those ones I would wear every day. But the problem is the same thing. You’d think I wore the same shirt every day. So I have this dilemma where some of you guys who are bloggers or podcasters, you can wear the same clothes every day and nobody would know. But because I had to choose videos as my medium it just ruins everything. I’m trying to think if I should go and find a white shirt. Or a shirt that is plain enough, and you’re like, “oh, maybe that’s just one of many dress shirts that are similar.” Then I could just wear the same thing every single day. I don’t know. Then I have to start wearing dress shirts which is not going to happen. So there you go. I guess the moral of this story is, if you’re going to pick a daily video thing, make sure that you’re okay with the fact that people are going to see the same shirt every 5th episode or whatever. It was funny, a while ago I started this….I’ve tried to do this whole consistent publishing thing forever. It’s kind of hard. In fact, the new daily periscope thing has been the best one that’s been consistent along with the marketing in your car podcast. But one thing that I remember is when I started doing that, is because I was doing this daily one. I would do this daily sketch, and I did 12 days in a row, at that point I’d be through every shirt. I’d start over, and they kept coming. After 3 cycles of that, jI was like, “This is embarrassing.” Then we did this thing where I was like, “Hey if you want me to wear your shirt on my show, send me your shirt and I’ll wear it.” So we got all these people sending the weirdest shirts. Some things I was like, “I can’t wear this.” But of course, that’s what people wanted you to wear. “Let me order the weirdest thing possible and make Russell wear it.” So that kind of died. I quit doing the show and a lot of it was because I felt dumb about wearing the same clothes every single time.  I’m not sure if you can relate to this, but I hope that……Again, I don’t know if I’ve provided any value today, but hopefully there’s an entertainment factor. So I’m at the office now. I gotta get to work. I’m wearing one of my 5 favorite shirts, so if I do a periscope tonight, you guys will see it. It’s a maroon one that says, “Obey” on it. So if you see that tonight that’s why. I apologize, but I’m out of shirts, I got nothing else. So I’ll have new stuff for Funnel Hacking Live. So if you don’t have your tickets yet, go to Funnelhacking.com and get your tickets. So you can see what new outfits I have. If nothing else, that should be of value. Also, Marcus Lemonis is speaking, Sean Stephenson, Alex Charfen, Kyle Cease, me, Liz Benny, a whole bunch of other amazing people. Do not miss it, it’s going to be awesome. Have an amazing day and I’ll talk to you guys soon.

An interesting story that happened to me earlier this week… In this episode Russell talks about how if you want to be successful in life you need to do what no one else is doing. He also tells a story about why he was secretly recorded in a car. Here are some cool things to listen for in today’s episode: Why Russell says you need to be doing what other people aren’t doing and how that will help you be successful. Why it’s really not that hard to do Russell’s job, but people just don’t want to put in the effort. And how something like Clickfunnels can change your life. So listen below to hear why Russell gets asked if he’s a doctor. ---Transcript--- Hey everyone, this is Russell Brunson and welcome to Marketing in Your Car. All right, all right, so I am on my way right now to the Boise Co-op. It’s kind of like Whole Foods, except for it’s not Whole Foods. The Whole Foods is a forty minute drive from my house to get to, and they just opened a co-op that’s a fifteen minute drive. I’m really excited. I’m headed there to go see what they got and what’s going to be happening. I’ve been doing a lot of cool stuff with my diet lately and really enjoying it, getting energy and feeling good. It’s been awesome. I’ve recovered week one of our crazy week. We had the four day, two day Mastermind and another two day Mastermind, then I flew to L.A. to speak at Nick Unsworth’s event. We did some good stuff there and now I’m back hanging out with the kids and the family. Everyone’s flying in tomorrow and starting on Monday we’ve got a hack-a-thon with all the ClickFunnels developers and partners. We’re going to be locked down for sixteen plus hours a day, building, and creating, and moving the needle for all of you guys. It’ll be a lot of fun and exciting. I’m sure I will be podcasting on the way to and from some of those and we’ll talking about world domination, and it’ll be a lot of fun. Today I wanted to tell you more of a funny story. My kids are insane. I don’t know where they get it from. Definitely not from me. You know how some kids are really calm, and nice, and peaceful? My kids aren’t. They’re nuts, which is fun. They probably get it from me, but we have a lot of fun, we play hard all the time. Anyway, in the last week, one of my kids was climbing up the shelves and tore one of the shelves out of the, a bookshelf thing out of the wall. Then same kid was jumping off of the sink and his shorts, grabbed the cupboard underneath, the little handle and ripped another drawer out. Anyway, it was just nuts, right? Then it’s sitting there for awhile waiting for me to fix them, and I’m not very good at fixing things so they’ve just been sitting there. Finally, called the handyman, got some guys to come and fix it. It’s two guys that came in and it was in the morning and I was with the kids, I was going a little bit slow because I had just finished four days of Mastermind. I was going to be flying out in five hours and wanted to hang out. Anyway, my wife brings him in and says, “Hey this is my husband Russell.” He looks at me funny and then he starts working on the shelf. As soon as everyone leaves, he’s like, “Hey I have a question for you. How old are you man?” I was like, “I’m thirty five.” He’s like, “Wow. What are you, a doctor or something?” I was like, “Something like that.” I was like, “No. I have a bunch of online businesses and things like that.” Anyway, it was so funny. I thought it was funny because he thought I was a doctor. That’s everyone’s goal now, is to go and create so much amazing cool stuff, that people can’t even fathom how you’re able to do it at your age, or because you’re too old or too young, or whatever. Do things nobody else is doing. Dan Kennedy, I heard him one time say, “If you want to be successful in life, look what everybody else is doing and do the exact opposite,” which is kind of true in most circumstances because most people aren’t doing much. It’s crazy to me. In fact, also on Friday, the same day, I was lucky enough to have Justin and Tara Williams from Eight Minute Millionaire the podcast. They did a bunch of other cool stuff. They’re in our Inner Circle mastermind and they’ve done some amazing things. They agreed to let us film their story. They came to my house and we filmed their story and it was amazing. They’re intense real estate investors. I think they said last year they flipped a hundred and twenty houses, made over a million dollars in take home from that. They spent nine years doing the real estate business. They want to do the coaching business. Got into it and struggled and things like that. They said that since they joined our Inner Circle six months ago, they made more money in the last six months than they did the first six years of their real estate business, which was awesome, so cool, so cool having them tell their whole story. On the way from my house, I drove them back over to the office in my really dirty car, which was embarrassing, and unbeknownst to me, Justin was apparently was recording this. I feel bad for his wife. Apparently he records all their conversations so if later on, “No you said this,” like, “No, no, no. You actually did say this. Let me pull out the recording. Here’s the transcripts. Page thirteen, line six. This is where you said this thing,” or whatever, right? He records all their conversations. Some of them show up on their podcasts. Anyway, apparently I didn’t know this at the time, we were driving from my house over to the office and he was recording our whole conversation. I think it might show up on his podcast. If you guys go to eightminutemillionaire.com and subscribe, you may hear a conversation I didn’t know was going to be happening. I knew it was happening, I didn’t know it was going to be recorded. Anyway, I thought that was kind of funny. We were talking, and I thought it was interesting, it goes back to what I was saying earlier about looking at what everyone else is doing and doing the opposite. I was telling him how when I got started online, how hard it was for me because I did it and I was like, “Wow I want everyone I know to go. It wasn’t that hard. I want to show everybody how this works.” I was showing my family, my friends, and everybody I could meet. I found out really quick that most people wouldn’t do anything. I don’t know if it was they were lazy, they didn’t believe, or they didn’t care, whatever, but it’s weird. I tried to give this gift I felt like I’ve been given to everyone, and most people they didn’t want it. Tara, in one of her podcasts a little while ago, she was really emotional telling the same thing, how hard it was for her. She felt like she had this gift and she wanted to share it with people and either they wouldn’t take it, or they whatever the reason was. I remember that was probably ten or eleven years ago that I remember going through that. Finally, I personally shut down where most people in my personal life have no idea what I do, which is why I think most of them think I’m unemployed or they’re really confused and they come over and their like, “What do you do?” I don’t talk about it because of that. For years I did. I tried to talk and share and tried to help people and most of them won’t. I don’t know why. But that’s how the majority is and I think I said something in the recording. I’m trying to confess to these things now, in case you guys hear it later I guess. The drive here, I’m like, “Look at all these cars. All these people, most of them I don’t understand what they’re doing.” You know what I mean? It’s weird to me that the masses won’t do stuff. They follow this path. They wake up, they eat their cereal, they go to work, they come home, they eat some ice cream, and they go to bed. That’s this path and there’s so much more. There’s so much happening. There’s so much amazingness and things you can do, and serve people, and most of them miss it because they think it’s going to be too hard. Justin, and Tara, and I were laughing about it. It’s really not that hard. When you look at the grand scheme of things, putting in a couple months of really hard, focused effort, and then pay you forever. It’s not as hard as doing what you’re doing now, as going to six or seven years of college, to be able to then go to more college, to be able to then get a job that what you make from that job doesn’t actually even cover your payments. It’s this whole cycle that we’re in. We were talking, that seems like a lot more work, a lot harder than this path, which is putting in a shorter period of time and trying to create something amazing. Anyway, I thought that was interesting. For those of you guys that are listening, that means you are on the right path. You are trying to create, and help, and serve. You know what? It’s funny in this business because you’re, I don’t know about you guys, but typically not that you’re alone, but you’re kind of alone. Right? You’re here at your house or on your computer, wherever, you’re doing these things, and you’re creating and putting stuff out there and you don’t always see the fruits of it. All last week was an amazing blessing that I got. Amazing gift. Part of it was because I went to the mastermind, I had my mastermind so we had probably sixty of our high end clients there and hear some of their transformational experiences were amazing. I got a chance to hear Justin and Tara tell their story, which was amazing. Jason O’Neil who joined our Inner Circle about a year ago, Friday he passed a million dollars in sales. He sent me a screen shot of a million, like, “Oh so cool.” Then hearing all of these people what they’ve done since the last meeting, and that we had a little piece in that, obviously it’s them doing the work, but we had a little piece help facilitate that and hopefully inspire, and motivate, and point in the right direction. Cool. Then I went to Nick Unsworth’s event and I landed my flight at five and I think I spoke at seven. I had this little two hour gap. I came and everyone was gone to lunch, but as soon as I walked in the room, one person came over to me and said, “Hey Russell, I need you to know how ClickFunnels and your book has changed my life.” Then another person came in and for the entire two hours from five to seven before I finally had a chance to get up and speak, it was a line of people, and everyone said the same thing. It was such an amazing gift, something that you don’t get often, but when you do get it, it makes everything else worth it. It makes all the craziness and the hard nights, and the risking your money, your effort, and your things, and when ClickFunnels crashes and people are yelling at you, and it makes all that worth it. Anyway, I want to share with you guys because it was awesome for me and I know that we don’t get that often. For you guys, that’s why it’s important to do some of the live events and things like that because you have a chance to see what you’re doing. It’s not just a number or a stat. It’s a person. That’s really, really cool. That’s what I got you guys. I am at Natural … I’m at Boise co-op, Natural Foods. I’m going to go check this place out, see what they got. See if this is going to be my new shopping center to keep me feeling good. Yeah, on that, I appreciate you guys. Have an amazing night and talk to you soon.

Can you believe this happened on the drive over? In this episode Russell talks about The Inner Circle and why he’s going to lock it down when it fills up. He also talks about why you should join the Inner Circle and help grow your own business. Here are some cool things in today’s episode: Why Russell is only allowing 100 people in his Inner Circle and you should hurry to get in before it closes up for good. Why the Inner Circle is so valuable for any business. And what other cool things Russell is doing these days to help out some other businesses. So listen below to hear why you should join Russell’s Inner Circle to learn valuable things to help grow your business. ---Transcript--- Hey everybody, this is Russell Brunson and welcome to another episode of “Marketing In Your Car.” Hey, everyone, I hope you guys are having an awesome day. I’m about to start a week that I am so excited for. This week is Inner Circle week. I’m actually driving to the hotel right now to come hang out with our top level clients and friends. I feel like they’re more like a family now. That’s what’s happening and I’m so excited. For those of you guys that are listening to this who are part of that group, I’m excited to see you. I feel bad, I just got a vox from Brent on our team. He’s heading there to help with registration and hang out and everything. He got in a wreck on the way there. For all of you guys, this is a public service announcement from Russell. If you’re listening to me right now and you’re in a car, please be careful. I’m going to be careful, as well, because we don’t want to get hit like Brent. Actually, he hit them. He saw something on the side of the road and looked at it like, “Oh, what is that,” and then smacked into the dude in front of him. His airbags went off and everything. It was kind of serious. I’m hoping that while we’re talking, because I’m behind him a little ways, that I’ll drive by him and I’ll actually see him and we can all honk and yell at him or something funny. Not that getting in a wreck is a funny thing, because it’s not, but when it’s your friend and he’s not hurt, then it’s hilarious. There you go. I know that some of you guys saw some of the Inner Circle campaigns and people have been asking me like, “Did you fill it up? What happened,” and all that kind of stuff. Kind of what happened is, as you know, in the past, we’ve had two coaching groups. We had Ignite, which it was $12,000 and then had Inner Circle that’s 25 and they’ve both been amazing groups, but I decided this year that I just wanted to focus on the Inner Circle. We closed down Ignite, which is kind of scary, because that was probably 2 million dollars a year in revenue that we decided, “Oh, let’s just turn it off. Let’s turn it off and focus on these other guys.” Then we started thinking, “How many people can we run in our Inner Circle.” I’ve been in Inner Circles where people have done it right and I’ve been in ones that people have done it wrong. I felt the right was is to have a group of about 33 people in a meeting, because in two days, you can have everyone present. It works really, really good. I’ve been in other groups that had 100 people in it and it just doesn’t work well. In fact, I’m in a group right now that has 100 and my first meetings next month and I’m curious to go and see how they facilitate it. I’ve yet to see it done well. I want to keep the group small enough that we can keep that same intimate atmosphere, but it’d be fun to have 100 people. I’m trying to figure out the math behind it. How do we do this so we can have 100 people in it? Basically it came down to having three groups. At a time, we had two groups and I’m like, “Hey, we’re basically we’re to fill one more group, so three groups of 33.3 people, so it equals 100 people, right.” In December, we did the math and already two groups were full and the third group was starting to get full, so we sent an email basically saying, “Hey, Inner Circle’s closing down. Ignite’s already gone. If you want the last spots, they’re going really, really fast.” From that, I think somewhere between 12-15. I don’t know. I’d have to look at the exact numbers, but people that joined in December, at 25 grand a piece, so that was awesome from a revenue standpoint, but more so from like, “We’re adding more people to this family.” It’s exciting. We have a few more spots. Our next meeting after this is in May, and we have our Funnel Hacking event before then and a bunch of other stuff, so they’ll be sold out by May. My goal is to basically lock it down. We have really high renewal rates, people that were in it that come back each year. My goal is to hopefully not have to ever open it up again and let people just keep coming back. When spots do open up, we’ll just let the waiting list know, “Hey, there’s one new spot,” or “three new spots,” or whatever and keep it filled. Keeping 100 people and that’s it and working really close with 100 entrepreneurs at a time and really trying to cultivate that and turn it more and more into a family. That’s what’s happening. This is fun. This week, we basically have two groups happening. In May, we’ll have three groups. That’s what’s going down in the Inner Circle. The way we facilitate ours, and everyone kind of does them different, but basically, over two days, everyone has a chance to get up and share for about 30 minutes, first off what’s awesome in their business, because that’s fun to always hear. The one big thing you got since the last meeting that’s been crushing it for you. The second thing is asking, “I want some feedback from the group?” It’s kind of like group consulting, where everyone in the group is a rock star. It’s not just like, “Here’s Russell’s advice.” It’s like, “Here’s this group of 30 other people that are amazing. Here’s them sharing what they would do in that situation and getting their feedback and stuff like that.” It’s a really neat thing where you just get amazing feedback. Afterwards, late nights, everyone’s hanging out and you’ve got relationships that are built and from there it’s really extending that relationship and extending everything and growing it for the next three or four months for the next meeting and stuff like that. It’s exciting. I love it. That’s what I’m heading to right now and having a chance to hang out with our Inner Circle family. If you’re in it, I’m excited to see you. If you’re not in it, you should just get in it. The spots are going to be gone and then they’re going to be gone. If you go to RussellBrunson.com, you can get more info on it. My guess is, within the next month or so, there will no longer be spots in the Inner Circle. Hopefully, there never will be. People keep asking me, “Russell, you shut down your Ignite coaching, so that’s gone. Inner Circle’s now locked out. What’s your purpose and what are you doing now? What’s you business like?” I keep looking at that, because ClickFunnels is where our focus is at. It’s growing consistently and is doing well and I think it will continue to do that. Inner Circle’s capped out, so that business is there. We’ll keep creating front end products and bringing new people into ClickFunnels. For me, it’s really looking at now, “What are some strategic projects that we can partner on, that I can bring my magic tricks to and the other people can become runners and operators of these businesses.” We kind of have three that I’m doing this with right now. One is, you guys know the company Pruvit, which is the keytone drink that I’m obsessed with. I was able to come in and they gave me a percentage to do what I’m good at doing, my funnels and all that kind of stuff. I’m not involved in the day to days or anything like that. I’m involved in what I’m good at and I can just do that and nothing else. Same thing with … Some of you guys know Anthony? We’re doing the same thing with Biohacking Secrets, where he’s the owner, operator. I come in and get to do my things in exchange for a percentage. I do another project like that with Christian who is the guy on our team who ran it. He’s been running the Ignite program. He’s got an amazing survival business he’s building out and a similar concept. I’m not trying to get a lot of these businesses, because they take a lot of time and energy and effort and money, honestly. Oh crap. There’s a cop coming. Please say he’s not coming after me. I will be late if I get pulled over right now. Cross out fingers that he passes me. I’m going to hold the phone down a little lower. I’ll talk louder so hopefully you guys can hear me. I think he’s pulling the dude over behind me. Sweet. We didn’t get caught. Oh crap, he just passed that guy. Cross your fingers that it’s not me, you guys. I’m really nervous. He’s actually pulling up right beside me, but I think he’s going to pass me. Can you guys hear him? He’s passing me right now. Can you guys hear that? Sweet. It’s not me. I’m officially safe. All right. Now that I’m safe, we can get back on tangent. I don’t even remember where we left off. That got me nervous, because the event starts in 25 minutes. If I get pulled over right now, I’d be late. That’s a good sign. That actually happened to me one time. We were doing an event at our old office. I was on the freeway and I was already running late. I was speeding and I got pulled over, so I showed up to my own event 20 minutes late, which was really not a good thing, obviously. I don’t know where I left off, but I think I left off somewhere. What I’m thinking about doing, I don’t know, but I think this would be cool, but I don’t know how to do it the right way. If you guys have any ideas, let me know. I watch Shark Tank a lot and that’s a cool premise, but you get to see them pitch a deal and then that’s kind of it. Then you see The Profit, which is cool, because Marcus comes in and rebuilds the whole business and that’s fun. I want to do a hybrid of that. How do we make something where it’s online thing and people can come and say, “Hey Russell. Here’s our business. We’re going to be the owners, operators and runners, but we want you to come in and do your …” The three or four things that Russell’s actually good at it, I’m going to come and do in exchange for equity. It’d be fun to do something like that where people come and get to present it to me and then we get to pick which ones we want to work with. Over the year, capture the story of that and film it and make a mini online TV show, showing that process. How many of you guys would like that? How many of you guys think that’d be pretty dang cool. That’s what I’m kind of looking at the future. I was telling Jason O’Neil, whose one of our Inner Circle members who, either today or tomorrow, he’s going to pass a million dollars in sales, since he joined the Inner Circle. It’s super exciting. I was telling him, “Getting $25,000 from you to sign up with really, really cool, but what would be cooler is if I got 20% of everything you did. That would have been way cooler if I would have structured it that way. We didn’t.” I’m trying to find the right projects and deals where we can do that. How do we do that, but then make it in a fun way where everyone else can see behind the scenes and watch? I like to show that stuff. I think there’s value. I’m thinking about that, so if any of you guys have an idea. Two things. First off, we need a cool name for it. Without a cool name, it’s not worth doing, right? The name is 90% of it, so if there’s a cool name, I’ll probably do it. Then, we need a cool concept, because I don’t it to be like Shark Tank. You come pitch to me. I don’t want to be mean too, I don’t want to be Marcus Lemonis. I want something cool where we figure out a cool blend of that. We were thinking about doing something ahead of time, where people get to apply between now and the funnel hacking event and at the funnel hacking event, do a whole session where people get to present their business and show… let everyone will watch that process. I think that would be kind of fun, as well. I don’t know. Who knows if that will happen before then, but I think that would be a cool concept. That’s some of the stuff that I’m thinking about. For you guys’ business, I wonder what you guys are all thinking about. After you get the initial foundation built, where you’ve got a good offer and traffic and customers, it really comes down to, “How do you make exciting, fun, cool things that people want to participate in? How do you change this?” Sorry. I just hit the traffic on the freeway. Crap. I bet you we’re getting close to Brent’s wreck, actually. I bet that’s what the cop was going to. Great. I’m going to be stuck behind all these people, because of Brent. Brent’s going to make me late to this event now. That’s kind of my thoughts. I hope you guys are having fun with your business. If it’s not fun, then why are we even doing this. The harder part is initially getting the offers and the structure and the funnels and the audience. After you have the audience, it can become really fun. How do we inspire people? How do we motivate them? How do we get them excited about our product, our service and what we’re doing. With that said, that’s about it, you guys. We’re not going to see Brent, because I’m stuck on the freeway. We’re 20 minutes out and I’m not even moving right. Cross your fingers I make it to the Inner Circle on time. If not, it’s all Brent’s fault, not mine. Just kidding. I appreciate you guys. Have an amazing day. I’ll talk to you guys all again soon. Bye.

A bunch of cool things we implemented this week that you may be interested in… On today’s episode Russell talks about how he organizes and gets his team to get things done in a timely manner by having Monday meetings with the team. He also mentions a new free plus shipping offer that you should look out for soon. Here are 3 fun things in this episode: Why Monday meetings will help Russell’s team get organized and get things done. A new fun free plus shipping offer idea Russell had. And why Russell no longer looks for what’s next and instead puts all his creative energy into Clickfunnels. So listen below to hear about some of Russell’s cool new ideas. ---Transcript--- Hey everyone this is Russell Brunson. Welcome to Marketing in Your Car. All right everybody, so my last episode of Marketing in Your Car did not make the publication route. I feel bad because it was so funny, but I figured it would probably be best for me not to do it. Sometimes you know they say, “If you have nothing …” or, what is it? “If you don’t have anything nice to say don’t say anything at all.” What I did, you guys know Lead Pages just came out with a new announcement for some of the new things, and I did a whole podcast as if they had hired me to be their consultant. I wanted to point out just all of the mistakes they made, and I felt so bad, I was like… I basically was a consultant and consulted to them, it was really funny, I couldn’t keep it. Before I posted I sent it to a couple people and they said, “While it was hilarious and really actually pretty good it would have actually helped Lead Pages a lot if they listened to it, we probably shouldn’t do that. So I didn’t, so I apologize, but just know it was really funny and you guys should try to consult for your competitor sometimes because it’s really, really, really an enjoyable thing to do. Don’t publish it live because somehow it’s going to bite me in the butt I knew, so anyway. If any of you guys have a chance to steal my phone someday it’s archived in here, I’ve got it. It’s just not going to make it to the … what do you call it? It’s not going to make it on the … hit the cutting room floor or whatever, so yeah. Any who, today what I want to talk about is, remember last week or two weeks ago I was talking about compartmentalizing your days and stuff like that. I did, so yesterday was Monday and I figured I want to make sure that everybody on my team organization is running the right direction, right? The worst thing is by Wednesday people are like, “So what do you want me to do this week?” You’re like, “It’s Wednesday, why didn’t you ask me on Monday, or even Tuesday, or even Wednesday morning? Two and a half days you’ve been sitting around doing stuff but not like the right stuff.” So I figured Monday is my day to aim, right? I’m sure you guys have heard this story about Abraham Lincoln where … I think it was Abraham Lincoln, or some dude, maybe someone else. Where it’s like if you were going to be in an ax racing contest with somebody else what would you do? It’s like, well I would spend the first six hours sharpening my saw and the last hour winning? Whatever that is. I totally screwed that story up, but you guys get the point right? You can chop with a dull saw but it’s going to take way longer than if you spend time sharpening. Monday is now my sharpening/meeting day to make sure everyone’s pointed in the right direction, and trying to do a little more training consulting to people on my team. With all my core people that I work directly with I set up daily, or excuse me, weekly meetings. Not long ones, like fifteen minute meetings, and then we’ve got accountability throughout the day so each person at the end of the day they need to vox me with kind of what we call a return and report. They can return and report what they did throughout the day. They say, “Hey Russell, today I did this. Tomorrow I’m working on this,” then they have to tell me any issues they see standing in the way of completing what they’re doing tomorrow. “Hey, I really need some help from a graphic designer, Russell I need this,” whatever they need from me, and boom, I can give it to them and help them keep running. That’s kind of nice, we plugged that into place and it’s going well so far. Yesterday I had more meetings than I ever wanted to have in my life but I also learned more about my business than I think I ever knew. Realized some things we were doing right and some things we were doing wrong, and some things that I need to do to step up and really feel in the gaps. That was really cool, I really am glad that I did that. We also spent time, John on our team runs our ad agency, it’s an internal ad agency and we’re the only client. He runs that. I had an hour long meeting with him yesterday and we just had a chance to brainstorm, and talk through things, figure out what funnels I can make to help him better. What he was doing, and get ideas. It was awesome, usually I know he’s amazing and he’s doing stuff but it was fun for me to see it and be able to think, “On my side what I can do to help amplify this and make it better?” Yesterday Brent was out of the office but I’m having a meeting with him today because he’s back. We’re building out this huge new front end call center thing based off of the book Predictable Revenue, and today we’re going to meet on that and start planning … it’s just, it’s cool. I really enjoyed Monday meeting day. Now today, Tuesday and Wednesday, are Russell’s funnel building days. I get to build funnels all day today and tomorrow, I’m so excited. That’s awesome, then Thursday is the day I get to sell, then Friday is fulfillment day. Which is fulfillment of coaching, creation of projects, et cetera, et cetera. So far one day into this and I’m really liking it, so I’ll report back to you guys as we keep going forward. So far I’m really, really liking it. That’s very encouraging. Second off I had an idea this morning for a new free plus shipping offer that I am so excited for. You guys are going to hear it first before anyone else even heard of it, but we’re going to have it executed here within the next two weeks or so then it will be live and you guys will see it. I was just thinking I want a cool free plus shipping offer to get people into Click Funnels, what would be a fun exciting thing. I was thinking about one of our Inner Circle members asked me about something you guys have seen when we did the big … we blew up the Neurosales sales letter and had it huge on our office wall and they were like, “How did you do that? We want to be able to put our funnels up on the wall.” I was like, “What if we made a magnet pack that had a whole bunch of refrigerator magnets in it that you could go on your refrigerator and it has ten sales page, ten upsale pages, ten webinar… all of the core funnel pages you need, right? We just have a magnetic pack then you go in your refrigerator and move things around and build your dream funnel on your refrigerator. How cool would that be? We’re making that, so that’s going to be our next free plus shipping offer to get people into Click Funnels. I just thought that was one of the coolest things ever, and if you think that’s cool it means you’ve been geeking out with me long enough that we’re all on the same page. We are making that, funnel magnets is coming soon. I’ve got to go buy funnelmagnets.com or something like that, but anyway, that is another fun thing that I get to work on. One thing I wanted to kind of say related to that, I had a lot of interviews during the Christmas/New Years break, a lot of podcast interviews and stuff like that, we kind of loaded them up during that time so I could … we’re working a little less and just doing more of those. One question I got consistently a couple times it’s just like, “Russell, what’s next?” I kind of smile I say, “You know what? For the last ten years of me doing this business I was looking like, what’s next, what’s next, what’s next.” I realized that’s what was the problem, I kept trying to figure out what’s the next thing to do. We spent all this time, effort and energy building something, we roll it out, and I was looking at what’s next. When we launched Click Funnels a year and a half ago, and I’ve talked about this with you guys before, I sat back and said, “Okay, I need to try and focus.” We sold the supplement company, we shut down like ten other side projects that we were doing and we started to focus. I was really nervous, I was like, “My entrepreneurial ADD … I’m a creator, I want to create things, I want to figure out new funnels, new offers, things like that,” that gets me excited. I had a friend, I’m not going to give him credit for it. Okay, I’ll give him credit for it, his name is BJ. BJ Wright, some of you guys may know him. BJ said something like, “What if you just instead of use your creativity to create a new product, what if you use your creativity to figure out more ways to market Click Funnels?” I was like, “Huh, that’s actually a really good idea.” If you’ve noticed over the last twelve months every funnel we have put out, every offer we put out, everything, including my book, they are all bait to get people into Click Funnels. Anyways, kind of interesting, just want to throw that out in case you guys haven’t noticed. You probably noticed it but if not there it is. It’s like this funnel magnet, that is a cool, creative, awesome idea we can do that will get people into Click Funnels, there yeah go. Anyway, I’m at the office, I gotta bounce. Have an amazing day today, block out your schedule you guys because so far it’s been amazing and I think that we all should be doing that. Other than that I will talk to you guys again soon, bye.

This is the FIRST marketing on your bike podcast! :) On today’s special episode Russell rides his bike to work and talks about why you shouldn’t sell to people who are broke. He also tells some of the things he learned while trying to sell to people who didn’t have money and didn’t want to work. Here are a few things you’ll hear in this episode: Why selling to broke people will get you nowhere. Why raising prices Russell was able to weed out all the broke people and actually made selling easier. And why the people who are broke and unsuccessful are that way because they are trying to find external reasons when the problem is actually them. So listen below to find out why you should never sell to broke people. ---Transcript--- Hey everyone! This is Russell Brunson and welcome to the first ever Marketing On Your Bike. Yes, you guys, today I am riding my bike to the office and doing our podcast at the same time. Hopefully, the wind is not too loud. Hi, everyone. So, I’m excited for today. I’ve been wanting to ride my bike to the office for as long as I had a bike which has been like a week. So it’s happening today. I have no idea how long it’s going to take to get there but we’re going to find out here in a minute. My wife is convinced that I’m going to die today. In fact, she had all the kids gave me a hug and a kiss before I left because she thought I was going to be dead. Mostly, because I don’t want to wear a helmet and I’m sure that some of you guys out there are – whoa! I’m out of shape already. Some of you guys are very safety conscious people. But from my house to the office is one street, one long street and it’s all back roads. And so, I don’t want to wear a helmet. I am not going to lie. So if I die, that’s why you guys will be witnessed to that. So anyway, I’m not wearing a helmet today. I’ll see how bad it is and maybe I will wear it tomorrow but yeah. This is harder than I thought it was going to be, to talk while riding while carrying a backpack of stuff. But it’s all good. Okay, so today, a couple of things, last night I did a podcast. I was talking about Periscope and how excited I was and how I’m going to post in that platform. And then literally an hour later, we got approved by Facebook for their Facebook Mentions Product. Did you guys see that? My wife just drove by. She’s dropping the kids off. She said, “No texting while you’re biking.” Oh man, she thinks I’m crazy. Anyway, so I got home and I got approved in the Facebook’s Mentions Program which means according to Facebook, I am officially a celebrity. So with their Mention Program, you can use their – I guess you get like a blue checkmark saying that you’re a celebrity. And then on top of that, you also get to use their platform where you’re… it’s kind of Periscope but for Facebook. So, I now got access to that, which my Facebook following is way more larger and more prominent than my Twitter following. So anyway, I’m going to try some things on that too and we’ll kind of see what happens between Mention and Periscope and it will be fun. So today, my message for you guys is that… I’ve got to figure out how to pause this so I don’t die at the light up here… Anyway, my message for you guys today is, don’t sell things to broke people. And that’s it. You guys can take that and you gain today what you needed to know. No. Hold on. I’m switching hands with the phone. One second here. All right. So, it’s funny. If you look at my business, if you read the DotComSecrets book, you know about this. I talked about how a few years ago, I realized I was not in love with my current clients. And the real reason why is we were selling stuff to people who are broke. We were in the how to start a business online business and we were selling – we were helping start a business. And our typical package is almost $5,000. And we sold a lot. We sold tens of millions of dollars’ worth of that. But the problem was like most of these of people who are were coming to us like they didn’t have money to start a business. And as you know and I know, business is not some make believe thing. It’s something you have to build and create and it takes money and capital and time and energy and work. Weird…you have to work. In fact, I remember at one of my events back then, there were these guys there. And two older guys and we were talking about everything and they’re in the office in Boise. And basically I told them what they had to do. I’m like, “Guys, you have to create something. That’s how it works.” And the guy literally told me, “Well, I got into this to get rich quick. And if I have to make something, I don’t want to do it.” This was what the guy told me. I’m like, “Are you kidding me? You’re only here to get rich quick and if you can’t then you don’t want to try.” I was just like blown away. So, that was my reality for four, five years. And then we shut the call center down. We stopped selling high end coaching and we kind of walked away from that. And then when I wrote – in the DotCom Secrets book, I talked about this, how like I realized my biggest problem was… it was like my dream customer… I was getting the wrong customers, customers I didn’t want. And people first of all couldn’t afford. But then the people who can’t afford it – what I found like there’s a reason why they can’t afford it typically. And then obviously, there is an exception to every rule. People have hard times. There’s a lot of stuff like that. But the vast majority of people who can’t afford to invest in your program, they can’t afford to invest in your program because of something outside of just like, “I need to make more money or whatever.” Like typically, they are struggling with a whole bunch of stuff. They got other underlying issues that got them there typically. Like these guys from the event who basically didn’t want to make money. Let’s just get rich quick. We don’t want to work that’s why we’re here. Anyway, so when we did re-launch our coaching program two years ago, we jacked up the prices. It started at $8,000. We raised it to $10,000 then we raised it to $12,000. That’s our lowest right now. Then we have our $25,000 and then we have our $100,000. And what happened by raising our prices is it naturally weeded out all the people who couldn’t afford it. And what was really interesting to me is that when I did that, all of my headaches disappeared almost, not all of them. But I think 99% of my problem clients couldn’t afford it and they were gone. And it was amazing. Like last year’s coaching event, amazing. Most of my coaching clients have me on Voxer so they can ask me questions. And they are like good people who have businesses, who are successful, who are trying to grow them and scale them. And so, that was my reality. And I was just like, “Man, people are amazing. Everyone works hard. Everyone gets it.” It’s funny. I think we had two refunds in the last two years from our coaching program and both of them we from people who joined at the $12,000 level and had to have payment plans. They couldn’t afford it. And I’m about to have a talk with my sales guys today because I kind of have of this re-awakening and re-epiphany that if someone can’t write a check to join the coaching program flat out, no payments, they can’t write a check, they’re not a good fit for the program. And I’m recommending for you guys the same thing. If someone can’t afford to pay you like don’t sell to broke people. So again, I’ve forgotten this lesson. We did our funnel hacking event earlier this year. And we wanted to sell certification program and give people the ability to learn ClickFunnels but also learn how to go and sell ClickFunnels and make a lot of money as a certified funnel consultant, right? And so, when we did it, we decided like I wanted a lot of people here so we can have a good community and stuff like that, so let’s lower the prices from our typical $12,000 and let’s give people access for I think it was like $3,500 bucks for one person or five grand for two. So, at $3,500 if you – whatever. And then because I love these people so much and I want to serve them in the best way possible, OK, let’s do this for a week. And in that week, we’ll teach them everything. We’ll teach them funnel strategy, how to use ClickFunnels, how to sell ClickFunnels. Let’s bring our top salespeople in and let’s bring people that do our videos and showing them how we our video. Let’s show them everything we got and let’s serve these guys at the highest level possible. And so, we sold certification program, a bunch of people come in. And again for the most part, amazing experience. Then this morning, I get a Facebook message from one of the guys who was there and this guy – his comment illustrates exactly what I’m talking about like why you should not sell to broke people. And again, it comes back to they’re broke for a reason. That’s honestly my opinion. So, in the Facebook message, he thanks me for the event, tells me it was great and then explained why he’s not going to ask for a refund, which is like day one, wrong mindset. Anyway, so it was like from step one like his mind is wrong. He’s trying to convince himself why he shouldn’t ask for a refund. This is why he’s not successful in life…like flat out. So there’s number one. And then he goes on to say that three of the days were amazing and life-changing and so awesome for him but two days were a complete waste of his time and that’s why he wanted to ask for his money back because two of the days, we weren’t entertaining enough for him or whatever. And one of the days he complained about by the way was sales. So I had my top sales guy, someone who in the first quarter of this year, so from January to March, sold $1.2 million worth of funnel services. I don’t think there’s a human being on earth who sold more funnel stuff than this guy. He came and he spoke for three and a half hours showing our sales scripts, doing live training, closing people live in front of the whole room, and showing how he generated $1.2 million in three months selling funnel services for me. OK. It’s probably something I should teach in a funnel certification program, wouldn’t you think? Trying to teach people how to be funnel consultants? Now, I want to caveat this with, most of the people in the room got it. They’re not morons. They saw the value. In fact, one of the guys who is in the $12,000 program, he came. He has done like two or three calls with Robbie and then went through it again. He said, “Man, every time I do this, I get more value, more insight.” He said, “That was so valuable for me, to come and hear Robbie do it again live. I’ve probably seen that presentation ten times or variation of it and done three or four calls with Robbie and still like – that alone was worth the trip.” So this guy tells me – so, this is the guy that Facebooks me, “Russell, I’m broke. I couldn’t afford the $3,000, let alone, a week from my family. But I made the sacrifice and I came and then I wasted half a day listening to some guy talking about sales. I didn’t come here to learn sales. I came here to learn to be funnel consultant.” And I’m not going to – I hope he listens to my podcast because this is for you if you are listening because you got to fix your brain. This is why you’re not having success right now in life – in any area of your life. It’s all tied back to the same thing. The reason why $3,000 is hard for you, it be might be expensive and all stuff for you is because you don’t know how to sell. Do you not understand that? That session was specifically created for you. OK? If you can’t afford the $3,000 to be here and you’re complaining about the sales section, that’s why you’re struggling in life because you don’t know how to sell. It’s the only thing that matters in this whole game. You actually building the funnel does not matter… like you can hire someone for a couple of hundred bucks to build the funnel. You being able to sell it is the only thing that matters. OK? Now, I want to talk to you about another guy who is in the certification program in the same room and listening to the same presentations, but someone who has been successful all aspects of his life, has multimillion dollar business, was in the room because – and again, someone who doesn’t want to necessarily build funnels but he’s like, “I’m going to be in that room for a week because I know that Russell is going to be dropping tons of hints and gold and bombs and things that I can use in tons of different areas of my life. I have no idea where. I understand that some sessions are not going to be for me but there are going to be some gold nuggets there.” So this guy sitting in the session, someone who did not want – who has a whole team who sells, everything, still shows up, still participates and gets value out of every session, little things for him or people on his team or for whatever. And he also understands that sometimes some sessions aren’t for you. And instead of whining and complaining, realizing that there are hundred other people in the room that we are also trying to serve beside you. You’re not the only person on earth. So he gets it. He goes through the training, comes back and on Tuesday, posted on a Facebook group how based on one thing that he learned from Robbie’s presentation, he called someone up and sold a $12,000 funnel. Boom! Three X’d his money instantly because why? First off, he was there to try to figure out like the one or two little nuggets he needed to amplify what he was doing. Second off, he paid attention every session. Even though he may not have wanted to listen to the sales session, he paid attention. And then holy crap! There’s some value there. And then third off, he went home and instead of spending an hour Facebooking me the reason why he wasn’t going to ask for a refund, he freaking picked up the phone and sold somebody like we taught you. Anyway, it blows my mind sometimes and it kind of re-reminding me the reason why we don’t sell to broke people. This guy I believed had to do payment plan to come in and all that stuff. And I get that. And there’s a time and a place. But for me and my company, I don’t want to deal with people like that. I want to deal with people who get it. I look at my $12,000 clients. They’re easy to work with. They work hard. They don’t complain. They are moving forward and they’re using us as a guide to give them ideas and tips and move in the right way. People come in at $5,000 or $3,000, they’re basically, at least in my world, expecting you to hand them a business in a box that prints out cash as oppose to, “Teach me how to build a business that will print out cash.” Anyway, it’s just a big reminder to me. When we do certification program next year, we’ll probably going to, I don’t know, three, four, five times the price. Have a smaller group to weed out the tire kickers and weed out people who are broke and only focus on the higher level people because I look at the few complainers we had and all of them are broke. That’s it. That was the only commonality in them is they were broke. And again, while there are some people that – there are circumstances in life that caused people to do that. And nine times out of ten, from my experience, I’ve been doing this for 12 years now, is that the people who are broke, they are broke because their minds are broke. Their mindsets wrong. They are making decisions and doing things and approaching life the wrong way. And until they fix that, never going to be successful, OK? Until this dude can sit in the room and listen to a guy who did $1.2 million in funnel sales in three months and say, “Man, there is value there for me. I’m going to listen to him and I’m going to go and freaking apply what I learned,” as opposed to messaging me and trying to convince me or try to explain why he’s not going to ask for a refund. And until he can change his mindset, he will never be successful. My bet, I’m prophesying, I’ll get a message from him sometime in the next 30 days after he had not picked up the phone, he has not sold a funnel, he hasn’t done a single thing we taught him, has not listened or applied, which is probably the pattern in most of his life, I’ll get a message from him in the next 30 days asking for a refund because now it’s going to be my fault he did not success as opposed to him paying attention, taking ownership for himself, which is again, another commonality between people who are successful and those who aren’t. So, for you guys listening, whoa! I’m out of breath. This is hard to ride a bike and talk on the phone and not get killed at the same time. But I’m impressed I’ve been doing this so far. So here’s the value for everyone listening in. OK? If you are broke right now, that’s OK. But the reason why you’re probably broke, my guess is that you look for external reasons to figure out why you’re broke. This guy is looking for external reasons. You need to look internally. It’s you. I couldn’t say it any nicer. It’s not me. It’s you. OK? You got to understand that. Until you take ownership of yourself, until you quit trying to make these mistakes, until you stop spending an hour writing an email trying to convince or explain to me why you’re not asking for a refund and freaking do that work, get out there, pick up the phone and start dialing. Do the process that I showed you like eight times in Boise. Go find someone you can serve, work for them for free, build a funnel, blow their minds with it, with the value you can provide someone then take that case study, showing what you did, how you served someone, what the results were you got from them, and then find other business owners like them and then sell that process to them. That’s how you become a millionaire. And if something breaks in the process, you can’t look external for somebody to blame. The only person to blame is yourself. It’s you, not them. The process is simple. Guys, if you want to sum what the whole certification event was, that’s what it was. Find the market you want to be in. So I want serve chiropractors. Find a local chiropractor that you believe in what he does and work for free. Blow his mind. Build out a funnel. Try all those traffic strategies. Work on this list, setup Facebook ads and everything. Build a funnel. Get that thing working and you’re working for free. After you’ve done that, now you’ve got a proven model that works then you go to every other chiropractor in town and sell that for $5,000, $10,000, $15,000, $20,000 and you become rich overnight. That’s it. How do you think Robbie sold $1.2 million in funnel services in the first three months of the year this year? It’s pretty simple. What we did, first off, I worked for free Drew Canole and we had success there. And then I got some clients like Liz and a bunch of people. We had results there that blew their minds. And we got tons and tons of proof and case studies now. And now, when people come, they see the results and they want that for themselves. And it’s not hard to sell now. OK? But my guess is it has been… not even a week since the funnel services has been done. And if you guys haven’t – those who were there, if you have not made at least one phone call, you’re not following my process. If you don’t have someone that you are working for for free right now then it’s only on you. It’s not on anybody else. So hopefully guys, you’re listening to this. You’re listening to my message. Hopefully, the guy who Facebooked me, and my guess is one of two things is going to happen. One is, he’s going to get offended and he’ll ask me for a refund anyway, which is fine. Or number two, is then take it to heart and realized, “Man, it’s me. Not them. Maybe I’m the one that’s keeping me back. Maybe it’s my fault I’m not successful.” And maybe he’s going to change his mind. Maybe he’s going to change his ways. Maybe he will figure out that he needs to listen to what I say and do what I say and apply it and then he’ll be successfully. Anyway, there’s my rant. I love you guys. I know that you guys are doers on my… that are listening to this. And if you’ve been struggling up to this point, just try to look internal at yourself, figure out what you are doing and what you are not doing and that’s holding you back and you got to change it because you’re not going to have success, you’re not going to make any amounts of money until you change yourself. OK? If I look consistently, people pay me $12,000, $25,000 and $100,000. We’re giving the same thing. The difference is their mindset. They get it. They understand that what we provide is a piece and what they provide is the rest. They get off their butt and implement it. Until they do, they’re not going to have success. So, I hope that helps. And maybe actually, one more kind of story. I don’t know how long I’ve been riding for. It’s going to be like 3-hour podcast for all I know. One other story I want to share with you. So there was a guy that joined our… at the funnel hacking event, who joined our $25k Group. The guy is awesome like one of my favorite people so far. And it’s funny because he jumps on Voxer, he’s like, “Hey Russell, what do you think about this?” I’m like, “Yes, I love it.” He said, “Cool!” And he goes and works on it. Three days later he messaged me, “OK, I tried that. Facebook shut me down. So I tried this. I tried this. I tried this. Nothing is working. I’ve been trying this. What do you think about that?” I’m like, “Cool! But change this.” And then he goes back. And he’s working his butt off. He is taking personal responsibility. He realizes that his success relies on him and he’s using us as a guide to make sure that we got feedback like, “Yes, this is right. No, this is wrong. Change this. Try this. We’ve tried this over here, try that.” And he’s using it that way. And this dude is like since the funnel hacking event to now, now he’s more than made his money back and now he’s like, “How do we grow this? How do we 10 X? How do we get it to a million, to two million, to ten million dollars?” And he’s going to get it because he takes personal responsibility and he’s not sitting around and waiting. He’s moving forward, moving forward and using the training and the people and the resources we give them as checks and balances to make sure things are working right. And that’s why that dude is going to be a multimillionaire very, very soon. So those of you guys who are listening, I hope that helps. I probably offended some of you. If I offended you, that means it’s probably an issue with you to be all honest. Hold on. I’m crossing the street. In fact, that’s a really good test as if I’m talking to you directly. If this offended you in any way that means this is your issue. And I hope that you can look at me as a coach and a friend and as a mentor and someone who cares about your success. And don’t get offended and do exactly what this dude probably did who Facebooked me last night. Don’t try to look for other excuses and other reasons why you’re not successful because if you’re offended by this, it’s you. It’s you, my friend. And until you fix you, it’s going to be hard for success in any area of your life. So, hope that helps. Appreciate you guys. Love you guys. I’m here to serve and to give and help and inspire and change you guys. I hope you get that. I hope you see my passion and my commitment because when all said and done like I’m fine. My business is fine. Everything is good. I don’t – I’m not doing this for my health. I’m riding my bike for my health. But all these things that I do is to serve you guys because I care. I didn’t make a ton of money off the certification program. My goal is to get people using ClickFunnels. That’s where I make my money to help people use our tool better. And a certification program is a way for us to serve and we served our freaking butts off. I was there for five days and my entire staff was there for five days. The two co-founders of ClickFunnels, Thursday night, pulled all-nighters, they did not go to bed. They’re helping and serving. They’re not doing that because it’s some external thing. We’re doing that because we care about you guys. If you get any other coaching program in our industry, they go to bed at 6:00 o’clock at night. They leave. We were there serving because we care and we want you guys to be successful. So, I hope you understand that. I hope you feel that. We’re here for you guys. And that’s about it for today. I’m out and I’ll talk to you guys soon.

What I learned over the last two days at our private inner circle meeting. On today’s episode Russell talks about the cool stuff that happens during The Inner Circle Mastermind Group and some things that he has learned from them. Here are some cool things to listen for in this episode: Why Russell’s Inner Circle Mastermind Group is so great, and why you should take Russell’s word for it, since he’s been to them all. What he learned from one of the best closers in the business. And how was able to increase sales on webinars with just a few small changes and where he learned them. So listen below to find out some of the stuff you may be missing out on if you aren’t a member of Russell’s Inner Circle. ---Transcript--- Hey everyone, this is Russell Brunson and welcome to Marketing in Your Car. Hey guys and gals, so the last two days here in Boise have been amazing. We’ve had our inner circle mastermind group here. I got to tell you, I have been in a lot of really good groups. I was in Bill Glazer’s for six years. I was in Ryan Deiss’ once. I’ve been in a lot of them. I’ve been in Joe Polish’s. I’ve been in as many as I could join. I got to tell you that the group – and I’m not just saying this because I’m biased. I got more value out of the group than I have out of any other group ten times over. Just the caliber people that are in it are amazing. I’m grateful to be the one that gets to facilitate it. It’s one of the most amazing, cool things in the world. It’s interesting, I used to have a mastermind group probably seven, eight years ago that ran for two or three years. We just shut it down eventually because it wasn’t super profitable and the groups were okay. They just weren’t where I wanted them to be at. It was kind of whatever. When we relaunched this about 18 months ago, I was really nervous, “Do I want to do this again? Do I not?” The first meeting when we did it, we had signed I think eight people that had joined the inner circle so it was only a one-day meeting right before we did a three-day workshop. Then the next meeting, we had the group had grown to be a two-day meeting. Then the next one, we had a two-day meeting but it was so packed. We had 30 something people that were in it which is a good problem. People are excited and they want to join. Then this time, we turned it into a three-day meeting just because we had so many people in it. We’re actually going to be splitting the groups now. I told them last time I was going to split the groups too but everyone freaked out, “No, we’d rather have bigger groups.” Anyway, so I don’t know what we’ll do but we’ll see. I’m sure if we keep growing at the pace we have, we’ll have to open another one. It’s just been the most amazing experience for me and for them, got a ton of good stuff. We’re actually going to be going today and do half a day with everybody because what was interesting, there’s always themes that happen at these events. The last inner circle, the theme was definitely focused around webinars. That was the topic everyone was focusing on. That’s what we were digging deep into is webinar funnels, cycles, and what you do and how you do it. It was really fascinating. It was really cool to see that and get tons of value out of that as a group. Then as a group, everyone went out and over the last four months since our last meeting, people have been doing webinars. We have people making $50,000 a week right now doing webinars. We have people, one guy just passed $100,000 doing webinars. It’s really fun watching all of the success coming from that. That’s been cool. Then the theme this time — we weren’t planning on it at all. It just evolved into that — has been high ticket phone sales. Everyone is starting to try to add elements of that into their company and trying to figure out how to get that as part of what they’re doing. And so today we decided to do bonus session. It was kind of cool. I’m going to be coming in here in about 30 minutes, about 45 minutes actually and I’m going to be showing off two different high ticket sales funnels that I believe are probably the two most effective high ticket phone sales funnels online. One of them is mine, I’m not going to lie. The other one is another one that I think is amazing. In fact, I’m going to be the person whose funnel this is will be actually speaking at the Funnel Hacking event and will be showing off this funnel. If you don’t have tickets to Funnel Hacking yet, go and get them, FunnelHacking.com. I’m going to be showing those off today first. Then we’ve got our two sales guys that do all of our sales coming in. These guys are amazing. Some of you guys know my back story. We used to have a sales floor of 60 full time sales guys. The two best guys were Robbie and Randy. They were the two best guys we had on our team. Now that we no longer have our sales floor, we didn’t have any phone sales for three or four years. Then we decided to bring back in – they came back in. It’s crazy. These two guys alone are doing as much volume as 60 guys were doing before back in the day which is nuts. Part of it is the process and part of it is them but the process is really cool. We went from back in the old days when we had our 60 sales guys, we were averaging about $120 for every lead we got. Right now, we’re averaging over $1100 for every lead we get. We’ve almost 10xed what we were making for every lead we would get which is cool. That has to do with the process. Then Robbie and Randy are the two best sales guys I think on earth. They’re amazing. They really are. Robbie is going to be going over the script today, showing everyone the script, going through it, training them on it so they can go back and train their staff on it which is going to be really cool. In the second half, Randy is going to come and talk about his close because he’s got this thing he does that is – I remember about a month ago he sat down with me and he asked me some questions, “Why do people buy from you?” I was trying to tell him, “Oh, they buy because of this and this.” He said, “Wrong, that’s not why people buy. I’ve talked to more of your customers than you ever have. I’ve talked to thousands of your customers. Let me tell you exactly why people buy.” He explained it. It was nuts. It was one of the coolest things ever. He’s going to be sharing that with everybody today too. It’s pretty exciting anyway. We’re having a good time. Most of the people that are there are going to come over to the office today and just see our operation, see what’s going down, how we run what we do which will be kind of fun as well. It’s exciting but I just have had a great time with those guys and some interesting things. One of the things I learned from the mastermind group, one of the guys in our group, his name is Joe McCaul. Joe first off is just a stud. He’s one of the coolest guys I’ve ever met. He’s been helping me with my real estate nightmares in St. Louis, getting rid of my homes, getting the other ones fixed up. He’s a crazy nice guy. He messaged me I think two or three weeks before the mastermind. He’s like, “Hey Russell, I want to make $250,000 new money before the mastermind. Here’s my strategy.” We went back and forth on it a little bit. Then he executed on it. He got to the meeting all depressed because he only made $98,000 in the two weeks or whatever. It was so awesome. He’s awesome. One thing he was talking about, his primary lead generation source is podcasts which is kind of cool, seeing as you guys are listening in the podcast. He said that they found podcast listeners are way more affluent, they have more money. People that buy from iPhones are worth way more. I’m guessing that 90% of you guys right now are probably listening in on the iPhone or some version of an Apple product, so the highest quality leads. That’s his entire lead gen strategy, based off podcasts which is so cool to see how he was doing it and why he was doing it. He was telling us that I think it was Expedia or one of the airlines, they found that same stat, that Apple buyers were worth more money so if you came from an Apple device, they showed you the more expensive hotels. If you came from Android, they showed you the cheaper hotels to increase conversions which is awesome. That was really cool. Jay Bower spoke. He’s going to be speaking at the Funnel Hacking event. He’s a big guy that teaches a really cool webinar process that he does. He’s a webinar host, a full-time webinar host. Every Thursday night, he hosts a webinar for somebody. He makes $100,000 a week doing it. He just showed his whole process for how he does it, the sequence when someone registers, what they do when they show up, and the aftermath and all of the operational side of a webinar. He had 40 or 50 different points of what he did, each step along the way to increase the tendency of more people to show up. Just a couple quick bombs I’ll drop to share with you guys as our faithful listeners, one of them that we’ve been doing for the last little while that he talked about as well is he uses GoToWebinar. Three hours before the webinar starts, he changes the title in GoToWebinar. Say your title is “Funnel Hacks,” “Funnel Hacks Presentation.” He changes the title to “**Starting Now,” or, “Starting in three hours**,” then “Funnel Hacks.” Then it says, “Do you want to update all participants about this change?” He says, “Yes.” Then boom, it emails everyone who is registered with the new webinar title which is, “Webinar starting in three hours.” Then he changes that in two hours, then at one hour, and GoToWebinar will automatically send that out. He does one more 20 minutes ahead. He gets GoToWebianr to send out four emails for him off of their IP which gets amazing deliverability. That’s what he’s doing to get people on which is awesome. We’ve been doing that as well and it just works great. One thing I got from him, we did a webinar the other day and we did over $100,000 live on the webinar which was really cool. That’s always my goal. We hit it about once or twice a month which is exciting. Anyway, we did $100,000 on this webinar. Then I was looking at Jay’s follow-up sequence that he taught at the last mastermind meeting. One of the steps that he does is so cool. Some of you guys may have seen this last week. He’s got a girl who goes and will not transcribe the webinar but rewrite it in cliff notes format. She has a picture of the slide and recaps each slide. He took mine and a couple other people in the mastermind group, and took our presentations and had this girl go through and do it. She gave me back this 70 page word doc with basically the cliff notes of my webinar. The last day of the webinar, before I closed down the replay, I just said basically, “Cliff notes,” or something like that, and emailed it and said, “Hey everyone, the webinar is coming down tonight at midnight. Because of the short time I want to speed this process up for you. Step one, download the cliff notes here. Step two, watch the webinar here. Step three, here’s the direct order link to go get started and get your discount, blah, blah.” In that follow-up sequence, we did an additional $150,000. That turned into a $250,000 webinar and more than half of it came from the follow-up sequence from stuff we learned from Jay which is nuts. Jay will be at Funnel Hacking as well, a bunch of cool stuff. I’m at the office, you guys, grabbing some stuff to head over to the event. I got to go but I want you guys to know we appreciate you. If you want to be at our next inner circle mastermind meeting, go to DotComSecretsIgnite.com. You guys need to be there. They’re amazing. It’s by far the best marketing group online, and I know because I’ve joined literally every other mastermind group seeking for the right people, and all of them — no offense to all the people I went to — they weren’t good. We built an amazing group. If you feel like you could be or should be part of that, go to DotComSecretsIgnite.com. Let Robbie and Randy know that you want in the inner circle and we’ll get you set up for our next meeting which is in September. Other than that, make sure you also get to the funnel hacking event, FunnelHacking.com. And also guys, one thing that Joe talked about on podcasts is you got to ask your listeners for reviews. I never do that. It makes me nervous. I don’t even know how to review a podcast. If you like Marketing in Your Car, if you could do me one last favor today, go to I’m guessing iTunes and leave some feedback. I’m going to go try to figure out how to read the feedback. I would really appreciate it because that would be super cool, and maybe get a few more people listening in while I’m driving to work. I appreciate you guys. Thanks so much and we’ll talk to you soon.

Until you’ve cycled at least once, I can’t be your business partner. On today’s episode Russell talks about why successful people aren’t as cool as they think they are. He admits to falling into this same pattern and how he has been able to be a lot more humble. Here are some fun things you’ll hear on this episode: Why Russell thought he was cool when he had some success and how he was humbled. Why Russell’s failed ventures have made him realize he isn’t as cool as he thought. And why a fellow marketer got angry with Russell on a marketing cruise and ended up blowing a big opportunity. Listen below to hear why you aren’t as cool as you might think you are. ---Transcript--- Hey everyone, this is Russell Brunson and I want to welcome you to another exciting, emotional, awesome Marketing in Your Car. Hey everyone, I just got out of the gym today. I was thinking a lot. I actually did a podcast last night but we’re going to do another one because I just want to talk about something that I think is very important for everyone to hear, especially me, especially pretty much everyone. The moral of this podcast, I’ll tell you the moral first and then we’ll dig into the actual nuts and bolts behind it. The moral of the story is you are not as cool as you think. It’s funny, in the world that we live in, the world that I’m in, it’s amazing to me how impressed people are with themselves. It drives me insane. I don’t know what it is but when people have a little bit of success, they just become super impressed with themselves, and rightfully so but there comes a time I think in most entrepreneurs’ lives where you realize that you’re not as cool as you think you are. The sooner that happens for you, the better. If it hasn’t happened for you yet, I want to give you the blessing of letting you know that you’re not as cool as you think. I remember when I first got started in this business, and things started happening and started making money, man, I thought I was the coolest thing in the world. I was unstoppable. I started making stupid decisions because I thought I was invincible, and grew my company really, really quick, and then lost it all because of stupid decisions. You think after almost losing it all once, I would have been a little bit smarter, but no, instead, I got a little more success again, things came back, and the second time I built it twice as big. We had 100 employees and I was so impressed with myself. I was so awesome. I loved telling people how many employees I had. Then guess what happened? I made some more stupid decisions, and I lost it all again. I remember for a long time being really depressed about that. Then one time, I was in Mexico hanging out with some really cool marketers. There was this guy named Robert Hirsch. We were talking about our businesses, our careers, and our paths. I was telling him about my two ups and downs in my business so far. He goes, “Oh good, you’ve cycled twice.” I go, “What do you mean?” He’s like, “Yeah, you’ve cycled twice. I refuse to work with entrepreneurs who haven’t cycled at least once.” I’m like, “What do you mean?” He’s like, “Every business has these ups and downs. When you have your first up, you think you’re invincible and you drink your own Kool-Aid and you believe it.” He said, “I refuse to work with entrepreneurs that way because they still believe they’re cooler than they are. They don’t understand that there are so many things external from them that make them successful, and it’s not themselves. They’re not as cool as they think they are.” He said, “The fact that you’ve cycled twice means that you hopefully have learned from the second time and the first time, and hopefully you don’t think you’re as cool as you think you are.” I remember when he said that, I was like, “You know what? That’s pretty powerful.” I think it’s important to understand that. I’ve tried. Again, I’m not perfect by any stretch of the imagination but I’ve tried since my last cycle to be a lot more humble and to realize that it’s not me. It’s people around me. It’s our customers. It’s all these amazing things. I take it way more, I don’t take it for granted. I’m a lot more appreciative. I try to be careful when I make decisions now, and things like that. That concept has reared its head this week on the whole marketer’s cruise. Before we went on the cruise, supposedly, I didn’t even know this, but some guy messaged Brent on my team and said, “Hey, I’m going to be on the marketer’s cruise. I’d love to meet you.” Brent is like, “Cool, yeah, come find us, we’d love to meet you too.” That’s where it left off. We’re on this cruise, 700 other marketers mind you, plus 1300 guests, so 2000 people here. I first off didn’t know who the guy was, didn’t know he was supposed to meet us. Brent has messaged him on Facebook for 30 seconds maybe, didn’t know his name or picture, just some guy. I probably got at least 15 to 20 people before the cruise who said, “Hey, I want to meet you.” I’m like, “Alright, I’m there, come find me.” Supposedly, this guy was pissed off and upset because I didn’t come and find him. Again, I have no idea who he is from Adam yet he obviously knows who I am. Anyway, the last night I guess, he bumps into Todd, one of my partners in Click Funnels and was all yelling at him and pissed about the fact that we’ve been ignoring him. Todd is like, “I don’t even know who you are. Who in the world are you?” so Todd tries to calm him down and everything. I guess when all was said and done, all he really wanted was an affiliate link. Todd was like, “Okay, we’ll get you an affiliate link.” Yesterday, this guy Facebooks Brent, yelling at him about how we all ignored him, how rude we were, and all this stuff. We’re like, “We don’t even know who you are. We were there every night talking. You know who we are. We had no idea who you are. Why wouldn’t you come up and talk to us?” He comes back and he’s like, “No, it was not that you guys didn’t know who I was. You were purposely ignoring me. I’m so big, I got this and this. I’m so famous, blah, blah,” all this stuff. It was so weird. I remember thinking back and saying, “Wow, this guy, because his ego is so big, because he thinks he’s cooler than he is and because he believes that, he just missed out on some amazing opportunities. Had he come up to me and said, “Hey Russell, I’m so-and-so. I messaged Brent. I’d love to meet you,” I probably would have hit it off and become good friends. I remember in the guy’s Facebook message, he’s also pissed because I did meet a really cool guy. There was this guy who runs a karate thing back east. His name is Jeff. We hit it off. He’s a jiu jitsu guy. I’m a wrestler. We actually wrestled twice. We went to the yoga room on a hardwood floor, laid out some yoga mats, and wrestled twice. I still have bruises on my knees and bruises on my neck from choking me out because we had so much fun, and hit it off with this guy. Man, I love this guy, I love his family, I love everything about him. We’re trying to help him and serve him, and how we can take his business and him to the next level. We’re doing everything we can now to serve him because he didn’t think he was cooler than he is. He’s just a cool guy who got to know us at a personal level, and we got to know him, and had a great time with him. Because of that, the relationship he’s built, I would be shocked if the relationship we have with him now, if he doesn’t make millions of dollars in the next couple of years from that. It wasn’t because again, he was saying, “Oh, do you know who I am? I’m the biggest karate guy in the east.” He didn’t do any of that. It was just because he was a cool guy. It was just a reminder to me. I think about the people I deal with in business and I think about myself. I think about other people, and I just want to make sure everyone knows that you’re not as cool as you think you are. This stuff is happening, these are blessings that have been given to us. Don’t take those things for granted. Be grateful for them. Never think that you’re too big to talk to someone. Never think that people should acknowledge you and know who you are. It was funny, on the cruise, every person I met, I tried to introduce myself and say who I was because some people, it was funny, you see some people who are just like, “Oh, you don’t know who I am?” and they walk away. For me, I don’t assume that people know who I am. I assume that they don’t and I try to get to know them. It’s just a better way to live. My encouragement for today, you guys, is understand first off that you’re not cooler than you are. You probably are pretty cool but just remember that all entrepreneurs cycle. If you haven’t cycled yet, you’re going to. If you’re dumb like me, you’ll cycle twice, and hopefully it doesn’t happen to me a third time but I’m sure it might. I just want to be humble enough to accept it when it comes, and to dust myself off, get back up, and make sure I take care of other people around me so that when we go for the next round, the next cycle, the people that I love and care about are still there. I hope that helps you guys. I hope you have an awesome day today. Go inspire people. Go change the world in your way, and see how you can serve people. If you do that, everything you want and need in life will come back to you. Thanks again, you guys. We’ll talk to you on the next Marketing in Your Car.

Why you should never ask somebody for free advice. ---Transcript--- Hey everybody. This is Russell Brunson, and I have a very special “Marketing in Your Car” for you for today. Hey, everyone. I just got my hair cut, and I’m driving back home. I actually wanted to do a special podcast. I don’t normally log into Facebook very much because it stresses me out. Typically I’m getting a lot of people who are asking me for my help for free. It’s just hard, because I want to, and I wish I could give them all the attention. The problem is, with everything I’m doing right now in my own company, in my own business, and in my own coaching clients, it’s hard to find time to even sleep at night. There’s so much stuff always happening, and so I don’t typically log in that often, but the last week, I did for a couple of reasons. I just checked again when I was walking out of getting my hair cut. I saw a message, and it just made me think, so I want to tell you about two different people that approached me on Facebook. I won’t use their real names, but I want to share their approaches with you, because they were both very different. The first guy that contacted me basically said, “Hey Russell, I’ve been watching you for a bunch of years. I love your stuff. I think you’re awesome. How much would it cost to buy an hour of your time?” I said, “Right now, I sell an hour for twenty-five hundred bucks,” and he wrote back and said, “Oh, that’s kind of steep, but hey, man, I love your stuff, and I think you can help me, so where do I send the money?” So I told him. He sent the money. Two days later, we were on the phone. We spent an hour on the phone with him looking at his funnel, building it out, tweaking it, giving him all the advice that he needed, and after he was done, he was like, “Man, that was awesome. I feel like I’ve shifted my focus. I know exactly where I’m going now, I’m going to go ahead and implement it. Hey, do you mind if I shoot some questions now and then as I’m building this thing out, to help me create it?” and I’m like, “Yeah, no worries.” So he went out, and he’s been building, and he shot me a couple of questions. I gave him some feedback, and I haven’t minded because he understood the value of my time, and what it takes for me to spend some time. I don’t mind helping him now, because he valued my time up front, and he was willing to invest, and now he’s trying to implement what I showed him, and so of course I’m going to help steer him in the right direction and have success. It’s been awesome. Then I have this other guy. Again, a really nice guy, and my heart strings go out to him and to other people that I’ve gotten this message from. Literally, I think, five or six people this week sent me similar messages about, “Hey Russell, I love your stuff. I don’t have any money, but I want to work with you. I’d love it if you could get on the phone with me and coach me through this. I’ll give you half of my profits, and I’ll do all of this kind of stuff.” That’s their mentality, and it’s tough, because honestly, for me as a person, I can’t even tell you how much I want to, but it’s hard. Most of those I don’t respond back to, because it’s just so hard for me to tell them “No”, but it’s like, “You have to understand, that when I was getting started, I never would have gone to somebody who is as busy or had as much success, and just ask them for their time. I always would have gone and figured out how I could provide value to them, whether it’s money or whatever, because their time is valuable.” I look at my schedule. For example, this week, I was at the office twice until 3 a.m. in the morning this week trying to get some projects done. I literally had, I think, seven or eight one-hour phone call consultations with people. Every single one of those people, outside of the first guy I told you about – he paid $2,500 – everybody else paid $25,000 for those, and it was hard for me to fit those $25,000 one-hour calls into my schedule, because it’s so busy with everything. I obviously made the time, because they made the investment. Plus I’ve got the Reactive Coaching for our $25,000 students, and then on top of that, I’ve got my own projects and my own businesses, and in our supplement company, we’re in the process of trying to hire three or four more people. It has by far eclipsed our internet marketing business [laughs] to this point, which is exciting. We’re about to launch Click Funnels, which is a brand new company. We’re in the process of trying to find new office space and probably hiring a staff of, who knows – ten to twelve people to help with that. I literally don’t have time to sleep right now. I go home. I spend time in the morning with my family and kids and at night with my family and kids. As soon as they all pass out, I’m back to work trying to move things forward, and it’s hard when I get an e-mail saying, “I just need an hour of your time. Remember what it was like when you were just beginning and you had no ability? If you had just gotten some guru to help you…,” and how it would help them, and again, my heart strings go out to them, but I don’t think people really understand the reality of it. For me to carve out another hour of my time, I would have to put one of my projects on hold, and you look at opportunity cost. The one lesson I learned from my college education is opportunity cost. With opportunity cost, if you remember the concept, you’ve got two options. The opportunity cost is what you lost by not taking the other option, so for example, if I was to jump on the phone with this guy for an hour, the opportunity cost is that I’ve either got to give up an hour of time with my family, which is not something I’m willing to do at all, or I’ve got to carve out an hour of time from all of my other projects. An hour of focused time working towards Click Funnels or an hour towards something else, will make me a lot of money. It’s hard, because what he is asking for and what people like that are asking for – they don’t understand what they’re asking for. They’re asking for an hour of your time. An hour of your time, literally, on the low end, is $2,500. I was trying to be nice to this guy, but because he was willing to respect the value of my time, I was willing to do it for $2,500, but the reality is an hour of time that’s focused on your own business is worth so much more than that. I just wanted to share. It’s been on my mind. I may send him this podcast, and I hope it doesn’t hurt his feelings. That’s not my intention, but more so just to help him understand the value of other people’s time, and if you want to get someone’s attention, you’ve got to look at things differently. When I first got into this business, I remember I went to this event, and there was this guy that was at the event. He was in this Mastermind group, and he was in four or five others, and I was like, “How in the world did you get in all of these groups?” and he said, “I learned something early on in life, Russell. I learned I can either work my way in, or I can buy my way in. It’s way easier just to buy your way in.” He had spent tons of money in to getting in to these different clubs. I said, “How in the world do you afford that?” I think he had spent almost a hundred grand in these Masterminds. He said, “Well, I couldn’t afford it, so instead of complaining about the fact that I didn’t have the resources to afford it, I tried to get resourceful. I went out to a bunch of Internet marketing forums, and I found a bunch of people who were in similar situations like me. They couldn’t afford it, but they wanted the information, and so I said, “Look. This is the deal. I’m going to invest in these five Mastermind groups, and my total cost is going to be X amount of dollars. I can’t afford it right now, but if you will pay X amount of dollars into it, I will go to these events, and I will learn. I will do everything, and when I come back from these events, I will bring back and break down everything I learned, all the notes, give you everything, and you’ll get a chance, at a fraction of the cost, to go to all of these events with me, basically, to get all of the information I extract from these.” This guy literally got ten people to give him $10,000. He had $100,000 in cash to go out and join the best Masterminds in the world. I was just like, “Wow.” – resourcefulness, right? He didn’t have the resources, but he figured out a way to make it happen. I always think about one of my favorite people I ever met in my entire life, and this is in the business, or out of the business, but it’s a guy named Stu McLaren. Before I even met Stu, I was putting on this workshop called “Affiliate Boot Camp”, and Stu paid $1,000 to be part of this boot camp. He’s one of the smartest people I have ever met. It was a life-training series that I did, and I’d do a teleseminar. Every teleseminar, I’d open it up for questions at the end, and the first person to pop on was Stu, saying, “Hey, Russell, that was amazing. I’m Stu McLaren. That session you gave was amazing. It just totally built me up,” and he talked about why it was so great. He’d ask me some questions, and then he’d thank me, and, “Boom.” Literally, for ten sessions in a row, Stu was the first one asking questions, the first one thanking me, all of that kind of stuff, and it was awesome. Then at the end of the event, he called me up one day, and he was like, “Hey, man, I’ve got an idea. We should work on this project together.” I knew who Stu was, and I knew he’d given me so much value from that side. Me, as an educator and a teacher – to have somebody invest in my business and thank me and all of these things along the way, it changes it. Where now, just like the dude who paid the twenty-five hundred bucks, I have a vested interest in him. I want him to be successful. I want him to take the advice. Yeah, I’m going to pick up the phone, and I’m going to return the call. The other interesting thing is, in my Mastermind group, in our inner circle, we have a couple of different levels – anywhere from $8,000 up to $25,000 in our coaching program, and inside the programs, all of our members are able to ask me questions each week. They can submit video clips and write questions to me, and we can chat back and forth. It’s a cool process. What’s interesting is that the majority of people who ask me questions will jump on and ask me a question, and that’s it. We move on. Sometimes, they’ll say, “Hey, thanks,” but that’s it. There’re not many people that say, “Thanks,” and I’m fine with that. I’m not looking for thanks, but there’s one guy whose name is Simon Cryer, and Simon signs up for the coaching program, goes in there, studies a bunch of stuff, and then he jumps into this thing where he can message me, and makes me this video, and all the video said was, “You know, Russell, thank you. This was one of the most amazing things in the world. It was awesome. It was…,” and all of this stuff. I watched the video, and then I was waiting for him to ask me a favor, a question, or whatever, and he never did. He just thanked me, and I was like, “Dude, that guy’s awesome.” Simon’s name, I remembered. A couple of weeks later, he e-mailed me a question, and because I knew Simon’s name, and because he’d given me value, I literally sat up that night while my wife was angry at me, because she wanted me to go to bed [laughs]. I spent almost an hour on the computer making videos for him, mapping out the whole game process, showed him what he was doing right, showed him what he was doing wrong, sent him all of my files. I literally gave him a years’ worth of my research. I gave it all to him, one hundred percent, and I just said, “Hey, here you go, Simon.” He told me when he got that that he started crying, because he couldn’t believe that I would give him that. I told him afterwards, “You know what, Simon? You’re the first person that ever thanked me.” It was interesting how that works, and so the reason for this, you guys, is I would just say – I don’t know what I’m trying to say, to be honest, but when you want things in life, there’s the right way and the wrong way to do it. The right way is to figure out how you can provide as much value as possible to other people, and if you do that, it’s amazing what they’ll do back in return for you. Sometimes that is paying people, right? I pay coaches all of the time. I wrote Ryan Deiss and Perry Belcher a check for $25,000 in January, because I wanted some of their help. I’m friends with them. I could text them. I could call them, but I wanted to show them that I have respect for them and what they do, so I wrote them a check. I asked them one or two little questions here and there, and those things have transformed my business. I look at Bill Glaser. I was in his Mastermind group for six years. I spoke on his stage tons of times, and one day I had a question. Instead of calling him and saying, “Hey, Bill, I have a question for you,” I called his assistant, and I sent him, I think, fifteen hundred bucks for an hour of his time. We got on the phone, and we talked through it. It’s just you understanding that people are busy, and yes, they may have time, and they’re there for their buddies or whatever, but if you’re going to pick their brains or you’re going to do whatever, understand that that’s not a small thing. I have people all the time that are like, “Hey, man, let me take you to lunch and pick your brain.” In my life, I have not had the luxury of having lunch for months. I don’t have time for lunch. I eat while I’m working, because I don’t have time to break away and go to lunch. I have too many projects and too many things that are happening. If I were to go to lunch, I would miss time with my family, so I don’t eat lunch. So for them to say, “Hey, Russell, I want to take you to lunch and pick your brain,” it seems like in their mind, they’re thinking it’s such a small thing –“Hey, I’m going to buy you lunch,” but for me to pull away and go to lunch, it’s like, “You don’t understand the opportunity cost of that. That will cost me on the lowest end, $2,500, and on the high end, I’m losing $10,000 to $15,000 or more by letting you take me to lunch to pick my brain.” I think that it’s important to understand that, especially with people you’re trying to get to, trying to get access to and need information from. Figure out ways that you can provide value first. Coming to someone and saying, “Hey, I’ll give you half of my business,” or, “Hey, if you do this, I could make a lot of money, and I’ll give you part of it back,” that’s the same pitch everyone is giving them. It’s funny. I had a guy – this is another one. I get these all of the time, so I apologize for the rant here, but I had a guy the other day who came up to me and said, “Hey, Russell, this is the deal. I pitch you. You’re the one I want to work with on this project. This project’s awesome. What I want you to do is I want you to work with me to set the entire thing up. We’ll do this, this, and this. Help me launch and help me do everything and from that I’ll give you a percentage of the profits.” I wrote him back, and I was like, “Dude, for the effort that it would take for me to go and do what you just asked me to do,  I could do the exact same thing on my own project and keep all of the money. I don’t think you understand that. You’re not providing me value by giving me half of your company and letting me do all of the work. There’s no value for me in that, all right?” And so it’s just an understanding of you looking at the people that you want information from and figuring out, “How can I serve them first?” Stu McLaren was smart. He did not come to me, day one, and say, “Russell, I need this. I need this. I need this.” He said, “How can I serve Russell first? I’m going to join his coaching program and ask him questions. I’m going to edify him, and I’m going to do all of this stuff, and I’m going to build a relationship,” and now, when Stu calls, I will drop anything. When Stu says, “Russell, I need this,” I will. To this day, if Stu was to call me at three in the morning and tell me that he needs an accountant, I’d be there. That’s how much rapport he’s built with me. I look at somebody like Simon. After that whole thing happened, I happened to be in Dallas one day, and I think Simon’s from Dallas. We e-mailed, and an hour later, we’re hanging out. We spent the whole day together, and I consider him a close friend. He came out to Boise. We went to the fights together. All of this stuff came from him saying, “Thanks,” from him figuring out what I needed in my life to help me. Because of that now, I have this reciprocity, where I want to make sure he’s successful, and he’s going to be successful, because he played his cards right. This guy that came to me first and said, “Hey, I’m going to pay you twenty-five hundred bucks for an hour of your time because that’s what it’s worth to you right now,” I’ve probably answered fifteen questions for him since then, because he respected my time. It helped me to feel that value first, and so, yes, I want to help him back out in the other direction. Anyway, I hope this doesn’t fall on deaf ears. In all aspects of your life, whether it’s relationships, whether it’s business or whatever it is, this advice is important. It’s key, and you need to understand it. I don’t want to admit this, but one of my favorite shows on TV is “The Bachelor” or “The Bachelorette”. I watch this show, and I cringe every single time, because these guys get two minutes with the bachelor or the bachelorette to get to know them, and the ones that always blow it are the ones that get on there and go, “Okay, so my name is Joe, and this is what I do, and this is what I love,” and they just start talking about themselves, and just dump all of this garbage on the person that they’re on this date with. The girl gets done and walks away, and they’re like, “Wow. I know everything about that guy, but he didn’t ask me a single question about myself.” The guys who are successful are the ones who sit down and ask the girl questions. –“Tell me about you. Tell me about this.” Those are the ones that succeed. The ones that fall in love are the ones who are not talking about themselves and telling them why they’re great. It’s the ones who go on the dates and ask questions to the other person. When I was in college, I had a roommate. He was one of the most fascinating people ever, and I say that because I always thought that. I remember always thinking that this guy – John Merritt was his name. I thought, “This guy’s just fascinating.” He was one of the coolest people. I just thought he was awesome. One day, I came home from something, and I sat down, and I was talking to him, and he literally asked me questions directly for probably an hour straight – just question after question. Everything he had to say, he seemed more fascinated by what I said, and I was like, “Man,” and all of the sudden, in the middle of this I remember pausing and thinking, “Oh, wow. I think he’s so fascinating, but I’ve never asked him a single question. I’m like that guy – I’m the bad date, but he’s the most amazing person in the world.” He just kept asking me question after question after question. Everything I said, he seemed fascinated by, and that’s what he gave me. That’s why I always wanted to be around John. Everyone wanted to be around John. He was one of the neatest people ever. So anyway, there’s some stuff for all of you guys to think about. I have no idea if this went the right direction or not, but I hope that you guys got some value out of it. I am at the bank grabbing some money, so I’m going to jump off for now, and I appreciate you guys, and I will talk to you all soon.