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Everyone has a different reason, goal or something they want to accomplish in retirement. Let's explore some of the various motivations people have in retirement and how your financial advisor can help you accomplish what you set out to do. Important Links Website: http://www.yourplanningpros.com Call: 844-707-7381 ----more---- Transcript Of Today's Show: Speaker 1: Hey, everybody. Welcome into another edition of Plan With the Tax Man. Thanks for hanging out with Tony Mauro and myself as we talk investing, finance, and retirement. And this week on the podcast, what kind of retirement are you living for?   Speaker 1: Everybody's got a different reason or a goal or something that they hopefully want to accomplish in retirement. So let's explore some motivations that people have, Tony, in retirement, and how you guys go about doing what you do to help them accomplish said goals and said things. And we'll dive into that this week. What's going on, my friend? How are you? Tony Mauro: I'm good. Getting ready to go on a little midsummer vacation here in Wyoming. Yeah. This hits home with me. I'm not, of course retired, but we like to travel. So it's always important that we get out and do that. Speaker 1: Gotcha. Where are you going in Wyoming? Tony Mauro: We're going up to Brush Creek, which is a kind of a working cattle ranch type thing. Speaker 1: Okay. Tony Mauro: So it's an all inclusive. It's right just west of Laramie. Speaker 1: Yep, gotcha.   Tony Mauro: I don't know about an hour or two, I think. But it looks great. It looks fun. A lot outdoor stuff.   Speaker 1: Very cool. My in-laws are from Wyoming, so I'm versed. They live there and we go out every so often and see them and we meet them in Grand Teton over in Jackson, so. Tony Mauro: Yeah. Speaker 1: Yeah, it's Jackson. Because if you say Jackson Hole, they go, "No, no, no. It's not Jackson Hole." Even though I think the rest of the country sometimes refers to it that way. The first time we went there and I said, "Looking forward to seeing all the stuff that Jackson Hole has to offer," the lady at the diner was like, "No honey. It's just Jackson." And I was like, "Oh, okay. Well, the sign said Jackson Hole, but whatever." So yeah, no, it's beautiful out there though. Speaker 1: I will say this. If you don't like the cold and of course, you and I were talking about snow and cold right before we got started, do not go to Wyoming in February. I have lived in Chicago and New Jersey and Detroit. I've lived in some cold areas and some windy areas, but I have never experienced anything like the cold that it is Wyoming in the month of February. Tony Mauro: Well, I went skiing in Jackson Hole. I mean, at least at that place in Jackson. But I went in December, and I remember it was cold, but everybody was talking about it way back that it really gets cool after January. Speaker 1: Yeah, man. We had to go out February for a family thing and it was ... It's the wind, right? I mean, the temps were pretty cold, but that wind. They're from Casper. And so it just comes straight down and just cuts through you like, I mean, literally like a knife. Like I said, I've lived in Chicago where the wind is windy city, right? It gets pretty blustery there and it'll cut right through you. But boy, I tell you what, Wyoming in February. Now in June, I love it. It's absolutely gorgeous in June, but yeah, I'm not so much of a fan in February. Speaker 1: But anyway, I digress. I suppose we should get into what we were talking about today. But actually it works really well Tony to your point because you're talking about taking a vacation, spending time with family. I was just mentioning family. Speaker 1: And so what are you living for in retirement? Well, that's usually number one, spending more time with family. Now this could be in whatever set of plans that you may have, but that's usually what people have as number one on the list, and making those pennies work to get it done, those retirement monies to work to get that done, whether it's trips, whether it's events or whatever.   Tony Mauro: Yes. I would say with our clients, the number one thing that people want to do. I mean, obviously when we talk with them, the first thing that sets all this up is, do I have an adequate retirement so I can do some of these things? But when we start asking, "Well, what do you want to do?" Number one is this, is spending time with family.   Tony Mauro: A lot of times these days, not like when I was little at home. My family was in the same city. Kids move away and then you've got grandkids, and even brothers and sisters spread out throughout the country. They want to go spend time, the time they have left and enjoy the company. So it's important that, depending on what they think and how many times they want to go out and do that, is we have to work to ... And all these things we're going to talk about, to kind of section off parts of retirement that it's going to be used for those purposes. That way they don't have to worry about, "Well, if I do this, am I going to be okay? Can I still pay my bills? Can I still go out to eat once in a while?" Speaker 1: Right.   Tony Mauro: So that's what I think is important, to be able to do that without having to skimp on everything else. And that goes for all of these, but.   Speaker 1: Yeah. And of course family is going to be the top of the list for most people. And so we want to figure out a way to maximize our time, but also maximize the way we can do things efficiently so as to still have plenty in retirement for ourselves when we kind of start to wind down.   Speaker 1: Now, maybe Tony, you were really frugal with your spending over the years, and you were just a really good saver. And so you get to retirement and you're like, "Yeah, I'm going to buy some stuff. I want to get some things that I really want." Maybe that you've had an eye on a classic car, or you wanted to rebuild one, or you've wanted to build some grandiose garden in the backyard, and you're going to need a tiller or a small tractor, whatever. You just want to buy some things.   Tony Mauro: Yeah. And it's just like, and this ranks high up there. Although when we really start talking with them about the things they want, it seems like the older they get, the less they want stuff. They'd rather have experience and time, of course, but early on in retirement, yeah, a lot of people say, "I've done without for so long. I really want to do this or that." A lot of times it's a vehicle. Speaker 1: Yeah, sure. Tony Mauro: A lot of times it's something for the house or a new house or a second house- Speaker 1: Kitchen remod, or an RV or something. Yeah. Tony Mauro: Yeah. We just had a lady that she just came to us as a financial client, and she's very much into her house and she really wants to remodel it and have it nice. It's just her, but that's important to her. So one of our main questions is, was, can I take X amount out to do what I want to do and still be okay, depending on how long I live? So we calculated it all out and she has plenty of money to do that. And so that's what she's doing. So she could feel good about what she's doing and still know that I'm going to be okay in my life. Speaker 1: Right. Well, and I'm glad she's thinking about that, versus I imagine sometimes clients, and I'm sure this is frustrating as an advisor, but you're going to figure out a way to help them get through it, hopefully. But the client that calls up and says, "Hey Tony, guess what? We just did something." And I imagine you go, "Oh, no. What did you do?" Especially ... And again, not to say that you're on a budget and you can't make a move without getting your advisor's permission. That's not what I'm trying to go to at all. It's just that if you're talking about bigger ticket items, you may want to, like this lady did, you may want to say, "Hey, let's run some numbers real quick to make sure that if I go goofy on the house remod, that I'm still within my parameters for a good retirement." Tony Mauro: Yes. And I would definitely reiterate that. If you're going to do big ticket items, definitely check with somebody because what a lot of people forget is what is the tax consequence going to be on this. A lot of a hundred thousand to do a world trip or something, or buy a new house, especially if it's never been taxed before. Generally they don't have any penalties or anything, but you want to know that going in so you don't get hit with the big tax consequences that you might not have been expecting.   Speaker 1: And the ramifications of that too. Not only the tax bill, but also maybe the tax bump right up to the next category, yeah. Tony Mauro: Yeah. Speaker 1: Yeah. I'll tell you what, if you're spending $100,000 on a world trip folks and you need some extra people to go, I will volunteer because that sounds like a good time. Tony Mauro: Yes. Well, that's the next topic. And I'll tell you, it's always near and dear to my heart. Speaker 1: The big travel plans. Yeah. Go for it. Tony Mauro: Is the travel plans. I mean, we have several clients who have wanted always to go on a worldwide trip. And when you talk about it, I mean, they're out for 200 days sometimes. And it bucks north of about 80,000 to 90,000 bucks. Speaker 1: Really? Tony Mauro: The highest one I've seen was 105. Speaker 1: Holy moly.   Tony Mauro: Yeah.   Speaker 1: That's amazing. Tony Mauro: But they really wanted to do it. And they had it all planned out. They've been wanting to do it all their lives and they were able financially to do it. And they had set money aside just for this, all throughout their retirement. So wasn't even ... It was like in a separate account, and they loved every minute of it. They knew that they could go and spend all that money, which some people might find offensive maybe, but that's what they wanted to do. Speaker 1: But you know what? They earned it. It's theirs. Do what you want with it. Tony Mauro: Yeah, it's their money. And they covered all the bases. So it wasn't like this was their last $100,000. So they felt very responsible about doing it and they wanted to do that. But a lot of people don't go that far, but they do. And me included. I'd love to be able to travel in retirement once a quarter or so, and hopefully knock off bucket list items before the physical health starts giving out. That's another concern of a lot of people, because not that many are that excited to go on halfway around the world for that matter at 80, 85 years old and just the body is [inaudible 00:09:16] Speaker 1: Well, talking about spending that much money, I kind of have ... It's the same feeling I had kind of have towards weddings. My wife and I were on the same page. I've never understood the concept of spending $40,000, $50,000, $60,000 on a wedding or whatever that people do, whether it's the parents chipping in, whether you've saved to do it yourself. But you know what? It's your money. It's whomever is deciding to do that. So who am I? It's not for me. I don't get it. So I would rather spend that money on maybe big travel plans. So to each their own, right? Speaker 1: So whatever it is that you're doing with your retirement money, and maybe that's one of the things you're doing. Maybe you're going to fund your child or your grandchild's massive wedding or a destination wedding or whatever. It all comes back to, Tony, are you discussing it with your advisor? Are you getting the planning steps in place so that they're aware a) I think that's a huge component. Please make sure you talk to your advisor so they can properly have you invested and structured in a way that you're planning for this.   Tony Mauro: Yeah. I mean, you have to do that. And more and more people do want to help kids and grandkids as they get older. My dad has been that away a little bit. He's very much into now helping his grandkids and helping them out of college and whatnot. And that's very important to people, as they enter retirement. So as long as you check with your advisor and that's part of what you want to do, then, like you said, it's your money and you're the ultimate boss so to speak. You have your own money, your own destiny. So, as long as you've got some good advice, and in many times, a lot of things on this list, people like to do a lot of them. It's just ... Speaker 1: More than one. Tony Mauro: Yeah. Not quite as grand, but I want to do all of this stuff, but in moderation. So it's good after you retire to stay on a plan or besides just knowing that you have enough to live on is to how can I do what I want to do and still makes sense in my financial picture? Speaker 1: Well, the Xs in those are clearly important because that's how we're going to fund the things, but also having, what are you living for, what are you thinking about, what are you wanting to get to in retirement? And whether it's any of the things we listed or maybe even giving it away to charity or whatever the case might be, it all comes back to having a good structure laid out and working with someone who is going to be able to design those buckets that's going to be able to look at things from a tax efficient nature, because even if we want to spend ... Let's say, we're one of those folks that say, "I want to spend everything I got." Well, that's great. Do that. But why not do it as efficiently as possible so that you can maximize it? I mean, unless you just really want to give uncle Sam more than your fair share. Tony Mauro: Yeah, exactly. And the last topic really has to do with a little bit of a tax deductions and that's being charitable. And a lot of retirees want to, especially the ones that don't have anybody to leave it to, to give some money away. It makes them feel great while they're here. And then also getting a plan together for when they're gone as to what's going to happen to their money and where it goes. And they really feel good about being able to leave some. In a few cases, we've had all of it to charity. You commend them for that. Again, that's their choice. You stand back and say, "Well, gosh, I wouldn't do that," or whatnot, but you can say that about any of these. But that's their choice. And with the right planning, they can do it and still have a great lifestyle while they're here. Speaker 1: Oh, absolutely. Yeah. And it all comes back to just what you want to accomplish. And as you said earlier, some people may want to give it all to the kids. Although we're seeing more people starting to say, "You know what, instead of sitting on all this money and then passing away and leaving it to our family, what if we spend the money on them together with them? Like we do things." Speaker 1: And I think COVID maybe brought that back around to the forefront a bit. I think we were starting to head that direction societally anyway and saying, "Hey, experiences are probably going to be where it's at versus maybe the old way of thinking in the '70s, '80s and '90s of let me amass all this money and then just leave it to my family." Speaker 1: So I think people want to start doing more of that. Maybe that's a silver lining that we could take from being locked down and things of that nature, where we're now like, "Hey, let's get out and do some things together as a whole family." Maybe not just the husband and wife or the couple or whatever, but also, bring the kids or bring the grandkids or bring a nephew or a niece, or like the extended family, if you can, and things of that nature. So lots of ways to look at it, really just asking yourself, what kind of retirement are we living for or are we working for so that we can enjoy when we get there. Speaker 1: That's going to do it this week for the podcast. So as always, don't forget to subscribe to us on Apple, Google, Spotify, iHeart, Stitcher, whatever the case might be. If you've got any questions on how to structure your buckets or how to set things up or how to make sure that you're funding these things properly and you haven't started working with an advisor and you need some help, reach out to Tony. Find him online at yourplanningpros.com. That's yourplanningpros.com. He's got over 23 years of experience as an EA and a CFP serving folks here, well, really all around. So just reach out to him and get started. Speaker 1: You can subscribe to us on the podcast. You can find all that good stuff, a lot of good tools, tips, and resources at the website. And most importantly, if you need to take some action, do so today. It's typically no cost or obligation to do it, but you do have to let them know. Yourplanningpros.com. That's yourplanningpros.com. Speaker 1: Tony, I'm going to let you go. So I guess the next time I talk to you, I guess I'll see how your vacation went. Tony Mauro: Yeah. I'll give you some stories. Speaker 1: Sounds like a plan. We'll talk about Wyoming some more and I hope you have a great time. And folks, you stay safe and sane out there and enjoy the rest of your summer, and we'll see you here in August on Plan With the Tax Man.   Disclaimer: Securities offered through Avantax Investment Services.  Member FINRA, SIPC, Investment advisory services offered through Avantax Advisory Services.  Insurance services offered through Avantax Insurance Agency.

Una lunga chiacchierata telefonica tra Maurizio Mottola ("Radio Sircus", il radioshow di RKO del Sabato pomeriggio) con Antonio Bacciocchi, in arte Tony Face, mod per sempre, batterista di Not Moving (tra le altre band), giornalista, scrittore e critico musicale. Tony presenta la sua iniziativa editoriale, intitolata "Cometa Rossa", in onore ad una delle sue band preferite di sempre, gli Area. Si tratta di una collana, diretta personalmente da Tony, che ha inaugurato le sue pubblicazioni con un volume interamente dedicato a "Sandinista" dei Clash, in occasione del 40esimo anniversario. In edizione limitata di 100 copie, già esaurite, Tony racconta il suo "Sandinista" e il contesto sociopolitico e culturale in cui venne pubblicato e accolto, guidando l'ascoltatore appassionato o neofita, traccia dopo traccia. L'intervista diventa poi occasione per affrontare tantissime altre questioni e ascoltare il parere di Tony in merito all'odierna editoria musicale, alla "morte" del rock, fino ad arrivare al calcio popolare e alla sua fede nei confronti del Cagliari, squadra del cuore, sin da ragazzino. Consigliatissimo l'ascolto di questi 40 minuti, anche perchè Tony ci parla dei suoi ascolti preferiti del 2020, dal punk hc di Bob Mould, alla tradizione di Bob Dylan fino all'inossidabile Sir Paul McCartney. Un fiume di vibrazioni in cui vale davvero la pena immergersi e lasciarsi trasportare. HEY TONY, TAKE CARE!

This week is a solid mix between UK and US bands, so listen as we hold out our (sanitized) hands across the ocean and safely fist bump along to nine largely noninfected songs from Rats Arse Band, The Cheap Cassettes, French Girls, Rites Of Hadda, The Genocides, Beyond The Grey, The Hi-End, Mono In Stereo and The Drones.Comedy Suburbs, Saving Jeff, Iron Mike, Rum Bar Records, Tony has your Facebook comments, Hey Tony, home recording, Rites Of Hadda, last week, working, busy week and quiet weekend, online snap, Donald Trump has the virus?, From the Vaults, gigs, diamonds, donations, face masks, hair, this week, a trip to the charity shop, Izzatwat, I'm With Stiv and a reminder of the ways you can listen.Song 1: Rats Arse Band – Go Jack Song 2: The Cheap Cassettes – My Little TwinSong 3: French Girls – No MoralsSong 4: Rites Of Hadda – It’s Time to RiotSong 5: The Genocides – Keep Your Hands Off Me (Rich Bitch)Song 6: Beyond The Grey – Men Of WarSong 7: The Hi-End – To Be AliveSong 8: Mono In Stereo – Late Night ConfessorSong 9: The Drones - Movement

You are the light to our darkness, or the darkness to our marmite... something like that. When we're not giving you our life teachings, we also find the time to play nine lovely songs from Voodoo Radio, Winning Streak, Muck And The Mires, Novatines, Radio Vudu, Statues, Home Counties, Diamonds And Guns and Alien Feeling.Chewits, Comedy Suburbs, Tony has your Facebook comments, Fat Boy, last week, in real life, another cover in the works, Hey Tony, PBETV, cliff hanger, online course, new laptop, From the Vaults, gigs, Chess Boxing, Punky! facemasks, this week, Covid loan, Tony's off to the Eye doctor, the Dukes Arms, lodgers, Izzatwat and a reminder of the ways you can listen!Song 1: Voodoo Radio – Eat Your WordsSong 2: Winning Streak – Stop ScreamingSong 3: Muck And The Mires – She Blocked my NumberSong 4: Novatines - HoneySong 5: Radio Vudu – Vogliopesartil’ AnimaSong 6: Statues – Cardiac ArrestSong 7: Home Counties – That’s Where The Money GoneSong 8: Diamonds And Guns - The Lonesome ManSong 9: Alien Feeling - Scream

When chaos ensues, the world begins to shake. What was once expected becomes a luxury. The old ways start to be questioned and new radical ideas begin to present themselves. Hey Tony and Meg, remember that time we did the progressive dinner and “someone who will remain names” passed out on ZZs toilet. Push, push, pass am I right? Meanwhile we’re all drinking in the living room and then heard a sac of potato’s flop on the floor. Wakey wakey, your epidermis is showing. HAPPY BDAY MEG!!! For anyone else reading this, which as this point there doesn’t seem to be anyone, send me an email to dudestalkinghommus@gmail.com or DM our Instagram or Facebook accounts, @dudestalkinghommus. Maybe you’ll get a special shout out!! --- This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app

We talk all the time about how people need to give their dollars purpose or set goals for their retirement and even specifically for certain investments. But let’s dive deeper into what different goals look like for various folks approaching retirement. How do you determine if a goal is realistic or out of reach? We’ll tackle that conversation with plenty of examples on this episode. Important Links Website: http://www.yourplanningpros.com Call: 844-707-7381 ----more---- Transcript Of Today's Show: Speaker 1: Hey everybody. Welcome into this edition of Plan With The Tax Man. We appreciate your time, as always, while we talk about investing, finance and retirement here on the podcast. Tony, my friend, how are you? Tony Mauro: I'm great. Thank you for asking. Speaker 1: Absolutely. You've been doing good? Had a good week? Tony Mauro: A good week so far, a busy week. Speaker 1: Yeah. Tony Mauro: A lot of clients. One thing that we do this time of year is, we're so dependent on our computers. We got to make sure that they're always functioning properly. Speaker 1: Oh yes, big fun. Tony Mauro: Which is always a challenge. Speaker 1: Mm-hmm (affirmative). I tell you what, and updates are the worst sometimes, aren't they? Tony Mauro: Yeah. Speaker 1: You'll do an update, and it just messes all sorts of stuff up. I imagine. Yeah, doing so many taxes and financial prep, and all that stuff, you definitely got to make sure you're on track with all that good jazz. It'd typically be like to get into some financial chat here right off the bat, but this week we're going to switch it around a little bit and take an email question that has come into yourplanningpros.com. That is yourplanningpros.com, and it's from Miles. Where was Miles at? He's over in a Joaquin. Tony Mauro: He's in Joaquin. Speaker 1: Yeah. Miles says, "Hey Tony, I've worked with a couple of different financial advisors over the years, and I do like both of them. Do I need to pick just one? Or, is it okay to work with multiple people?" Tony Mauro: Mm-hmm (affirmative). This question, I got to preface it by saying, this is a little bit self serving and I think most advisors are going to say the same thing. Speaker 1: Okay. Tony Mauro: But, it is my opinion that you should pick one or the other. The reason for that is because, it's very difficult unless you, again, we talked about it last podcast, are trying to pit them against one another in performance, difficult to make sure everybody's on the same page. Speaker 1: Right. Tony Mauro: Again, without knowing how much you have and you're at the complexity, obviously there's exceptions, but for most, I think it's better to stick with one, make sure that they understand the entire financial situation, and that you're both on the same page. Now, some clients would think, well that's a little self-serving, because somebody wants to get paid either a larger fee or a larger commission. Generally, the fees are going to be the same, whether you work for two or with one, but I don't think that's- Speaker 1: Right. Yeah, that doesn't... yeah. Tony Mauro: All that relevant. Speaker 1: Yeah. Tony Mauro: But, I think it's a lot easier when you have a closer relationship with just one person at a time. Now, that doesn't mean you can't migrate to somebody else, but I generally, that's not a great idea. Speaker 1: Well, and I think having two people, to your point, again I don't know the specifics of this Miles, but maybe one was helping you more through the accumulation phase and the other one you're starting to work with as you're getting closer to retirement, and they're just two different mindsets. Yeah, I mean having... I don't know, having two people in that situation definitely could be a little bit more convoluted than it needs to be, even if nothing else, because you just got to make sure that everybody stays in sync and all that good stuff. I do tend to hear a lot of advisors advise against that, just simply for, now again, the convolution of it all just gets a little too much. Maybe take a look, analyze what, I guess, pieces of each of the advisors. I guess, with the two guys, which one you feel is going to be the better fit moving forward into whatever stage of life you're in. Tony Mauro: Yeah. Speaker 1: Sometimes that's a good place to look at that. Of course, you can always get a second opinion, or in this case, a third opinion. You can always just come in and talk with Tony, and have a chat as well. Thank you so much Miles for the question, we certainly appreciate it. Let's get into our main topic this week, and that is How To Set Financial And Retirement Goals. We talk all the time about different advice and different things that we're sharing with folks, when it comes to giving their dollars purpose, Tony. Let's go through just a few basics, here, of some things for folks to think about. Specific financial goals are different for everybody. We say that every week or every time we do the show, but are there some general ones that we all can adhere to, that you can give us? Tony Mauro: Oh, there certainly is, yes. Even though everybody is different, I mean, at the end of the day when you talk about retirement, the first piece, I think, is, what is financial freedom? Or, the best case scenario for you? Determine that, number one. That, of course, is going to be different, but that's the number one question. Then number two is, you really need to understand your entire situation. What I mean by that, other than just what you have, and a couple of IRAs, you need to make sure that you're covered with insurance, whether it be life, disability, possibly longterm care. What you want to do at the end, is also important. I think people don't give that enough thought, they just meander through. They think, "Well, the end is going to take care of itself." A lot of times, that's not the case. Then I think last is, most people want the same thing, is, they want to know they're going to be okay, that their goals are going to be able to be achieved and worked through, little bit of that peace of mind. Speaker 1: Yeah. No I think that's a good point cause we all have those general, I guess, things on our wishlist that we want to accomplish in our retirement plan, of course peace of mind, and financial independence is certainly one of those. I think when you talk about financial independence, you could easily say independence from needing help from the kids. Tony Mauro: Yeah. Speaker 1: Or, being too reliant on anything from the government per se, Social Security. Hopefully, we're in a situation where Social Security is not the major component, it's just a factored in additional component to our retirement plan. But anyway, we'll stay with the goals here. How do you help somebody set those to their specific needs, Tony? What do you do when you're working with different people? Because again, they're all different. Tony Mauro: They're all different. What we do is, after a little bit of a brainstorming session, generally, we use some software now. It used to be data sheets, now it's much more interactive, much easier for clients to use and have fun with. It'll do a lot of this at home with spouses and things, but really a lot of it is asking questions. General questions, just the easy stuff, such as, "How much do you think you want in retirement? What are your plans? Do you like to travel?" There's a lot of them. It's actually a lot of work, but hopefully fun work for the client, because we got to ask a lot of questions, so we can see what's important to them. That's where we have to start. We can't do it if we don't ask any questions. Just, the software makes it a lot easier now, and a lot more interactive versus just somebody handing somebody, like the old days, a big old, what appeared to be a book of paper, and you had to go through all this. People would get bored with it. Speaker 1: Yeah, that's true. That's a good point. The questions certainly key. Really, it's not just you guys asking those questions, but we have, we as the other people on the other side of the table, have to be willing to answer those questions honestly too. Tony Mauro: You do. Speaker 1: Yeah. Tony Mauro: I mean, you got to be able to take the time, sit down, and just dream a little bit. Speaker 1: There you go. Tony Mauro: It's not they require a lot of math or writing a big essay. Speaker 1: Right. Tony Mauro: Just try to think about what's good for you. Speaker 1: Yeah. Obviously, if a married couple, being on the same page helps working through some of those. Many times you guys get to play as, quote unquote, marriage counselors as well, because sometimes [crosstalk 00:07:33] the folks get to the table, they started talking, and they haven't really maybe completely communicated with themselves as to what they want to do. What are some ideas or some things on realistic goals that people come in with? I think, obviously, this market has certainly probably helped spawn some potentially unrealistic goals. Tony Mauro: Yes. Speaker 1: Because, they're the ones like, "Yes, it's going to go forever." Tony Mauro: Yeah, I mean that's a big one, right now, that we see across the board, but there are other things too. Some people are looking for just that single perfect investment. I get that a lot, and there is no such thing by the way. I mean, everything's got their advantages and disadvantages. The other thing though, especially with retirees on the back end, is they're really unrealistic with the sustainable withdrawal rate that they can use over their lifetime. We show them that visually. That if they're saying, "Well I want to have a withdrawal rate of 8%, 9%." For example, never touch their principal, we draw that out and say, "Based on what you have, you will be out of money at this age. Is that okay with you? Because if not, we may have to tame down your expectations there." That's a huge one. The other one, along the lines of that, is we'll get people coming in where they might be a little bit behind in saving for retirement, especially. They want to take too much risk, they get a little too ambitious, and trying to achieve too much gain too late. Tony Mauro: I think that's a mistake, because it's good in this market, but boy if we don't have this market going, it could be a disaster. Then, it's too late to recover. That's another one. The growth without risk is, of course, always there. Speaker 1: Sure. Tony Mauro: Everybody wants that, we'd have to tame that down a little bit. There is no such thing as that. It's amazing, again, I think this is bred by a lot of information out there. Speaker 1: No, that's true, definitely we were certainly inundated with it on a daily basis. Now, I always think about just the amount. Well, I think it's something we heard just several years ago, but they were saying that we get more information now in a day than our grandparents or great grandparents got in the entire year. Maybe it was even an hour to versus a year. It's pretty crazy, whatever it is, but yeah, being careful of unrealistic goals, seeing these commercials where everybody's got a boat and going to Disney four times a year. That's possible maybe, but also just don't think that every day... Retirement's just like any other days in life, you're going to have up days, down days, all those kinds of things from a physical standpoint, from a financial standpoint. It's going to be a lot of those things. You want to make sure that you're having some realistic goals when you're planning your retirements with your advisor and talking those through. Now, how can you know or how can we know, maybe that's a better question, if a financial goal is realistic or achievable, Tony? Tony Mauro: Well, I think one of the things you've got to basically ask yourself is, "Am I as prepared as I need to be for all scenarios?" I mean, an easy thing is, you can't rely on just everything always going well. Speaker 1: Right. Tony Mauro: You got to plan for things. Speaker 1: Right. If everything's got to be perfect for it to happen, that might not be the best scenario, right? Tony Mauro: Yeah, might not be the best thing, because generally that doesn't happen, then there's a lot of heartache when that happens. It could be financially devastating as well. Speaker 1: Sure. Tony Mauro: Basically being able to take control of things, formulating a plan, that even if you just plot along at quote average, or a little better than average, that your scenario is going to work for you, that you're prepared if things don't go well. "What's plan B?" I would say that. Then, the last thing is not depending on just one particular investment or product, because it's not going to meet all your goals. I think you've got to be able and understand that it's the whole package that's going to help you meet your goal, not just one particular stock, a bond, or something like that. It's got to be a combination of things. Speaker 1: Yeah, yeah. No, I think that's a good point, and I think that's a great place for us to end this week's podcast. Make sure that you're setting realistic goals that are achievable. Don't get too crazy in your lofty ideas. It's cool to shoot for the moon, but you want to make sure that you keep those grounded and have that conversation with your advisor, so that you aren't getting too far out of whack, and having that conversation on how to set and attain those financial and retirement goals. Of course, if you want to reach out to Tony and have that chat, get on the calendar, come in for a consultation. It's 844-707-7381. That's 844-707-7381. As always, go to yourplanningpros.com, send an email question to the show if you'd like, or just check them out online. You can also subscribe to the podcast through the website, as well as other outlets like Apple, Google, and Spotify, and just type in Plan With The Tax Man in the little search window on whatever platform of choice you use. You can find us that way, and you can always check them out. We certainly appreciate it. Speaker 1: Tony, thanks for your time, my friend. I know you've got a busy day ahead. I'm going to let you rock and roll, but I always appreciate doing the podcast with you. Tony Mauro: All right. Take care until we talk again. Speaker 1: We'll see you soon here on Plan With The Tax Man with Tony Mauro.

Hey Tony, I heard your wife is due next month. Congratulations! 嘿，Tony，听说你妻子下个月就到预产期了。恭喜啊！ Thanks, Lilian. To be honest, I'm so overwhelmed. On top of being a new dad, there're a lot of cultural differences when you marry a Chinese woman. 谢谢你，Lilian。老实说，我已经被压垮了。马上就要当爸爸了，除此之外，娶了一位中国媳妇，还要面临很多文化差异。 Oh, are you talking about "yuezi"? 哦，你是说“月子”吗？ Yes! I couldn't believe it when she told me she would have to stay in bed for a whole month after giving birth, without taking a bath or washing her hair! 对! 当她告诉我，生完孩子后要在床上休息一个月、不能洗澡、不能洗头的时候，我完全无法置信！ Yes, that's the Chinese tradition. Zuo Yuezi literally means "sitting the month". It's supposed to help the ...

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

:17 - We’re up to over 700 cases of measles across 22 states. Due to “anti-vaxxers,” a disease that was thought to be eradicated by 2000 is back with a vengeance. The morning show panel talked about this outbreak, which continues to make news. 7:45 - Spring has indeed sprung, and so have the orange barrels throughout the Akron area. Justin Chesnic, who manages the public information desk at ODOT, joined the show to discuss the construction happening on I-76 in Norton, U.S. 224, and I-77 near Canton. 13:37 - Kris Drew is a massive Game of Thrones fan, yet Ray and Tony feel like they’re in the minority. Kris attempts to educate everyone on the show, which is in its final couple of episodes. 20:22 - Normally on Tuesdays, Ray has his “Hey Bobby!” segment with Bob DiBiasio from the Cleveland Indians. But Bobby is out of town, so the show improvised and came up with a "Hey Tony!” segment with producer Tony Mazur.

Cognitive Dissonance is where your conscious and subconscious mind are at odds. Your subliminal self talk says you always quit, come up short and fail at the last minute while your conscious mind is tired of losing! You will never develop a winners attitude until you break the belief cycle that is perpetuated in the subconscious. This episode comes from a #YOJAY question I received from a Glistener who we will call “Tony.” Tony self sabotages in all aspects of his life. From his diet, fitness program, relationships and career. Hey Tony! Enough already! Listen and learn. For the rest of you allstars who think you have your shit together. I guarantee you will get something out of this episode. We all have something nagging us in the backs of our minds. If you don’t, you are like the drummer for Def Leppard pretending he has 2 arms...you are fafafafafooolin yourself! The 2019 LoadXplode World Tour kicks off in Nile Michigan at the SW Michigan S&C Clinic. Use “COACHGLASS” to save $25 off your entry fee! If you are in Chicago, Indianapolis, Detroit or anywhere in between…sign up now https://www.eventbee.com/v/swmichclinic#/tickets Want a 16 Week follow along High Triplexity numero butt kicking? Start the Coach Glass LoadXplode online training program! We start with High Triplexity training then move to Strength Phase and finally Power all in 16 weeks! Sign up for yourself or give it as a gift! Get for $39/month at the Next Level: https://www.jasonglassperformancelab.com/subscribe/ Full follow along 16 week training program that will help you Load…and Xplode!!!! Go to http://k-motion.com and check out their K-Coach and The Loop membership. Have you tried screening your athlete with real time accurate data collection? No more guessing, no more estimating, no more human error with K-Coach. Take the K-Vest on the range, in the bunker or out on the course. Test never guess with K-Vest! Everyone knows by now that @travismathew provides the Coach with all his fresh gear! Check out their newest line of clothing for the coolest pre, post golf and leisure gear. If you want to look fresh to death… visit https://www.travismathew.com/ Go to http://performbetter.com and check out their full line of functional training equipment and put “GLASS19” in the discount box for 15% of your purchase. I will be presenting at the 2019 PB Summit Long Beach July 19-21 and Chicago June 28-30 Make sure you visit @mytpi http://www.mytpi.com/certification/seminar-calendar and check out our 2018 seminar schedule and get Level 1 TPI certified today! And as always…..#DreamBig #OverDeliver #BeUndeniable Cheers! Coach Glass

Today we have part 2 of 3 where Russell speaks at Dream 100 Con about traffic and how to build your list. Here are some of the things you will hear in part 2: Find out the difference between hot, warm and cold traffic, and why you need to change how you get your word out to them. Why you need to build out your dream 100 list by knowing who everyone else is in your market and what they are doing at all times. And find out how phones are like TVs in 1965 and how you can use that to your advantage. So listen here to part 2 of 3 of Russell’s super informative presentation at Dream 100 Con. ---Transcript--- Hey everyone, this is Russell. Welcome to the Marketing Secrets podcast. I hope yesterday you enjoyed part one of three from my presentation at Dream 100 Con. Today I want to give you part two. So we’re going to drive in today into the next section of the presentation. I hope you’re taking notes and starting to piece together how this process and how this concept can work inside of your company. With that said we’re going to queue up the intro and then jump right into part number two of my presentation at Dream 100 Con. Okay, now one thing I want to explain as you’re doing this is, these are little landing pages right here. The landing page or the funnel for each of these is going to be a little bit different because they’re different parts in the journey. In fact, Dana this is the reason why your stuff works really, really good on Dream 100 and sucks on Facebook ads. It’s not because the offer doesn’t work, it’s because right now your offer works really good at this phase right here.  Someone needs traffic? Boom, dream 100. So you have a list of people trying to get traffic, he dream 100’s them, it’s really, really good. But if he’s going to come back here to somebody that they don’t even know they need traffic, they just got their first website set up and they’re trying to figure out how to sell something, that person needs dream 100 more than anybody, but if he says dream 100 they’re like, “I don’t know what he’s even talking about.” As you move further out the person, they don’t understand your language patterns, so you have to rephrase how you do it. So every single step back in this timeline, my landing page, my funnel has different ways that I explain things. If you’ve read the Dotcom Secrets book, I talk about, there’s basically….how many of you guys know what I’m drawing here? There’s hot traffic, there’s warm traffic, and there’s cold traffic. So the hot traffic, they know this thing, those people are super easy. You just have to push them over the edge and they’re in. “I know about traffic, I know about everything. The dream 100? Sweet, that’s more traffic. I’m in.” That’s hot traffic, so that’s how you speak to people. People down here that are warm, you have to speak to them differently. They don’t even know what they don’t know. They don’t know what they don’t have. So you have to speak to them differently. And people that are really cold, you have to speak to them differently. Jean Schwartz, how many of you guys study the old school copywriters? If not, they are the best. All the good stuff is from the old school. So Jean Schwartz, old dead dude who’s a genius, he said, he was talking about this concept right here. He said, “If your prospect is aware of your product and realizes it can satisfy his desire, your headline starts with a product.” So if he knows about your product, “I was at Funnel Hacking Live, I was onstage and I heard about Dream 100, Dana was there.” or “I was on a webinar and my buddy introduced me to Dana on this webinar and talked about this thing.” Like, they know what the product is, it’s really simple. “Hey, just buy my product. Buy the thing. Buy Clickfunnels.” If someone knows about Clickfunnels, I can just pitch the Clickfunnels. Now move back. If they’re not aware of your product, only the desire itself, the headline starts with the desire. So if I’m  here, here I’m selling the product. Here I’m selling the desire. So if I’m like, “I want to grow my company.” That’s my desire. So if I’m speaking to someone in my world about desire, my headline, my hook, my pitch is not going to be like, “You need a funnel.” Because they’re like, I don’t know what you’re talking about.” But if I’m like, “I got a way to double your business in the next 30 days.” That’s their desire, “Well, what is it?” Then I can introduce them to like, “There’s this weird thing called a funnel.”  “Who wants to get 10 times more traffic to your website without buying a single Facebook ad?” That’s the desire they have, now you can transition them into Dream 100. And then you come back here to the cold prospects. If he’s not aware of what he really seeks, he’s only concerned with a general problem your headline starts with the problem and crystallizes it into a specific need. So here’s the problem, the problem is like, “I need somebody to give me money.” That’s where the traffic comes in or whatever. So this is kind of what I’m looking at. Now, one more example. As you’re going here with hot traffic, people that are close to the thing, if I walk up, like you guys right now, if I came to you guys and said, “Hey guys, I figured out a new funnel. This funnel is amazing. I can plug it into any business and it’ll add an extra zero to your bottom line.” How many of you guys want that funnel right now? Boom, everyone’s in. Because you guys are all here in the awareness spectrum, you understand where it’s at. So for me and for you guys, as a business owner, the first thing you want to do because this is the biggest problem I have. I’ll explain this and people are like, “Cool.” And they start over here. You don’t do that. How many of my Inner Circle members are in here? I tell you guys this all the time. The first thing you do is ignore everything and grab the pile of cash that’s right there. Just grab it, take it and then run with it. That’s the first step. Don’t be like, I’ll get this in a minute, let me step over it really quick and let me try to figure out how to get these cold people. No, grab the pile of cash first. That’s step number one. So that’s the first thing. Do that until the market runs out and it’s done. And most of your businesses, you can get to multiple millions of dollars a year only grabbing the warm traffic, so focus there. Find Dream 100 partners who, their list, their customers, their platform understand what the product is and then you just have to push them over. It’s easier to sell, it’s more fun. And you get the money fast. As you start growing and scaling, then you have to move this way on the spectrum. So next are warm people. For example, I could go to, and Anissa Holmes is in my Inner Circle, she’s a dentist, dental guru from Jamaica right, so she’s got a bunch of dentists, and what are dentists? They have a desire to grow their practice. They have no idea what a funnel is at all. So I can go and create a special landing page for Anissa and for the dentists and in here talk to them like, “Hey how many of you dentists want to actually grow your company?” “Oh we want to grow it.” And Anissa can be like, “this is the secret. I don’t tell many people about this, but there’s this really weird thing that this guy named Russell came up with and it’s called a funnel, and I’ve been using it in my practice and it’s been amazing. We’ve grown this huge thing.” And then all the dentists are like desiring this funnel. Then they come in, I can explain it to them, and we can move them towards me and they’ll buy funnels like crazy. The third phase of this now is cold, and the lipmans test to figure out if your offer will sell to cold traffic is, picture….how many of you guys went to Mall of America like next door here? That thing is huge, right? So imagine this, you go there during lunchtime, you go to the food court, and there’s 8 thousand people running around, you get a chair, you step on top of htat chair in the middle of the food court, you stand up and said, “Hey everybody..’ and they all stop and look at you and you’re like, ‘This is the deal, I got this really cool funnel you can plug into any of your businesses and it will give you an extra zero at the end of it. How many of you guys want it?” Everyone at the food court is like, “What is he talking about? Is he selling funnel cakes? Did he say funnel cakes? I think he did, that sounds awesome.” They’re not going to make any sense. So if I speak my language patterns to the cold markets like that, it’s going to completely crash and burn. But if I stand on the chair and I say, “How many of you guys want a free money making website?” Everyone’s like “Ahh!” and they’re freaking out right. I can get them to come over here and be like, “Cool, here’s your free money making website, it’s called a funnel.” And they’re like, “What? What’s a funnel?” And then all the sudden I can start moving them up this thing and warm them up, move them from cold to warm to hot. Two of our biggest affiliates right now, all they do is they target cold traffic. And they’re doing this, they’re on the thing screaming at the top of their lungs, “I’ll give you free money making websites. Free money making websites.” And the cold world is standing up and going crazy because of it. So that’s what’s happening to that side of it. But do you notice as I go further and further back, my messaging has to change. The landing page changes the funnel changes, everything’s changing as I’m going this direction. So initially you’re just going to go right here. Then the other side of this, after someone’s come in and they bought funnels, then we start thinking, what are all the other things someone’s going to buy? So if they bought funnels, they may buy traffic, they may graphic design, they may buy all the different things that they need, after they got a funnel. So start looking at that side. Let me make sure I got my doodle right here. In fact, I will pop it up right here. Here’s the finished one. So the other side I’m looking at, these are potential dream 100 partners and things like that. This right here, as someone’s come through this world and if they’re not already using my software, my platform, my product, my service, then I’m going to do an opportunity switch, trying to get these people to come backwards and come to me. So if you’ve read the Expert Secrets book, we talked about there are three core markets, Steven Larsen calls them the three core desires, which I think is really cool. There’s health, there’s wealth, and there’s relationships right. And you look from there, every one of your products and services fall into one of these three. And if you break down one more thing, then there’s a submarket typically. And then from there there’s all these different niches that are coming off here right. So what’s typically happening on this side of the value ladder, is somebody, boom, they’re in my world, they’re making money online, they’re using funnels, maybe they’re using some crappy funnel software, like every other product out there on planet earth. So I’m looking at that, and they’re in my submarket and they’re using, I don’t even know the names of them, let’s say it’s 10 minute funnels, or something like that, they’re using another product. So my job then is to have to opportunity switch those people back into my thing. Or maybe they’re in our world, but their selling stuff on Amazon. So they understand what funnels are, but they’re selling stuff on Amazon. So maybe they’re right here, so if I do a dream 100 with somebody who this is their customer base, at this point in the timeline they’re making good money on Amazon, the way I present it is going to be different. “hey Amazon is awesome, but I’m going to show you an opportunity switch. Instead of doing this one right here, let’s switch you to this other opportunity right here.” So my joint ventures, my dream 100’s, all those things are coming from switching them back into my opportunity as opposed to just trying to pitch them on my solution. So this is, I want to kind of help you guys think about this, this is your customer’s journey. I haven’t heard too many people talk about this and very few people think about this. But for you guys, I would be spending time doing this. Sitting down like, “Here’s my customer, what am I selling? What are they buying before they come to me? What are the things they’re buying after me? What are those kind of things?” It gives you a good landscape of where you fit in the ecosystem for this person, for their life. The better you understand your customer, the easier this whole game becomes. For me whenever I’m thinking about my dream customer, that person in the middle, if you’ve heard my story before-When I was 12 years old I started ordering junk mail like crazy. I was obsessed with it. I would get all the work at home junk mail that would come in. Every single day I’d get a stack of 20-30 letters and I would come home from school, I was in 7th grade, and my parents would hand me my stack of junk mail. I would take it in and start reading it. So for me, whenever I’m trying to figure out what my dream customers would want, I picture little 12 year old Russell, my parents called me Rusty back then, so I’m picturing Rusty sitting on his bed, reading this junk mail, and I’d rip it open and read the headline, and then throw it away, then open the next one and be like, “Oh, whoa, oh my gosh.” And if it got me to the point where I have to have this, I’d go and beg my parents to borrow their credit card, that’s how I knew it was a good offer. So for me, I’m thinking about myself, 12 year old Russell sitting in the bed, would this thing I’m offering them, would this get them to want to go beg their parents for their credit card? That’s my test. How many of you guys have bought something from me in the past? It’s because it passed that test. I sat there, “Would 12 year old Russell buy this?” and if I’m like nah, we don’t sell it. But if I’m like, yeah, I would totally go beg my parents for the credit card. That’s the test, that’s how we get them in. So become obsessed with your dream customer. The more you understand them, the more you understand where they’re coming from, where they’re going, what their goals are, what they’re trying to get away from, where they’re trying to go to. The better you understand this about your customer, the better you’re going to be able to serve them, be able to sell stuff to them, also you’re going to be able to better understand where in the dream 100 they fit. If I’m looking at this and I say, “Okay, who’s my dream 100? Alright I’m going to start here, this is the big pile of cash, who are the closest partners I have, where our customers are easily going to figure it out?” So usually my first dream 100 goes from here. What’s the stuff they have right before they need me? Stuff right after they need me? Those are going to be the easiest ones to sell. Then after I saturate that, then I go to the next level. What are the next two or three levels here, things that are coming before me? So I’m moving more to warm. And what’s the next things here, this direction? I start moving out, I tweak my dream 100 campaigns to focus on that. And it keeps going out from there. Most of you guys luckily, in most of your businesses, you can make a couple million dollars a year just doing these two here. But if you want to get to ten million dollars, you’ve got to come out to about here. And right now, we’ll pass a hundred million dollars this year, and right now we are a continual focus of going further and further and further out. Because eventually you run out of customers, you’ve saturated everything. How many of you guys see 40-50 ads of me a day, every single day? I can’t show you that many more ads you guys, I’m trying but it runs out. So eventually you have to keep going further and further out. I just want to kind of paint that picture so you understand long term if you want to keep scaling, that’s what it’s about. It’s getting better at language patterns. This way, this way, getting better at teaching to the warm and to the cold. But don’t skip that, get the big pile of money first before you shift to the next one and move out from there. Make sense? Sweet. Okay, now that you’ve got this vision of who is my dream customer, then the next question we ask ourselves is who has my dream customer? And this is where in my mind the Dream 100 picks up. Who has my dream customer? So the first phase, and Dana talked about this yesterday, the first phase in this is I need to first off, build a list. How many of you have built out a list of your dream 100? How many of you guys haven’t yet? What are you doing here? This is your first thing, on the plane ride home you should be doing this. You need to actually build your list, which means sit down with a piece of paper and write out your list. Some of you guys have like, “how do I find my list? How do I know who my dream 100 partners are?” I get that all the time. “I just don’t know how to find it or figure it out. How do I find these people?” And if you have to answer that question it means you’re not obsessed enough about this guy right here, or girl. When you become obsessed with your dream customer, you put yourself in their spot. For me, when I’m thinking about things I’m like, “okay, if I were my dream customer and I went to Google, what would I be searching for and how would I say it?” I’d be searching for this phrase and this phrase and start searching. And as I start searching, guess what starts popping up? All these options start popping up on both sides of it. So I go to the pages, I subscribe to the email lists. I go to the podcasts, I subscribe. I’m becoming insane. I need to get a really good vision of the ecosystem that already exists. Every one of your markets, there’s already an ecosystem that exists. Don’t think you’re coming in and inventing something new. There is an existing ecosystem. If you read my forward to the Dream 100 book, do you have the Dream 100 book here? Does anyone have the book? This is key. Some of you guys thought I was saying, oh yeah, Russell uses this for traffic. But it’s more than that. Listen to what I said in the forward here. “As the CEO and cofounder of the fastest growing blah, blah, blah……..It’s difficult to narrow down one thing that’s really propelled us to where we are more than anything else, but it’s not. It’s the Dream 100. The Dream 100 is the foundation for our entire company. At Clickfunnels we don’t just leverage Dream 100 approach for traffic, we use it for everything.” Did you guys catch that when you read the forward? We use it for everything. “How do we pick what markets we want to go into? The dream 100. We use Dream 100 to research different markets, niches and narrow down to the one that suites us best. How do we decide our blue ocean strategy? We use dream 100 to find the red oceans and carve out our place in the market.  How do we create our offers and figure what we’re going to sell? We use dream 100 to model offers that are working in our marketplace, which takes the headaches and the hassle out of blind guessing. “Everything we’ve done has come back to mastering the dream 100 and specifically knowing how to compliment as opposed to compete. That is how you build your foundation. From there you just get traffic by again tapping into dream 100 and the rest is history.” I want you guys to understand, when we’re doing this and I’m deciding what market to go into, or how do I destroy this market? Or how do I conquer the whole thing? My first goal is, I have to understand the ecosystem. I had a guy that came to one of our coaching programs and he’s like, “I’m going to be a real estate guru.” And he’s all excited and he starts telling me. I’m like, “Cool, who are all the people in your dream 100?” and he’s like, “I don’t know.” I’m like, “How about Robert Kiyosaki?” and he’s like, “Who’s that?” I’m like, “Are you kidding me? You don’t know… How about this guy, this guy?” And I named off like 30 different real estate gurus and he hadn’t heard of any of them. I’m like, “Dude, you’re going to get screwed. You’re going to get destroyed.” And he’s all excited, “I’m going to teach people how to flip houses, have you heard of this before?” I’m like, “Dude, that’s what everybody…what? How in the world…How do I know more about your market than you?” I envision, this is this huge ecosystem that I’m stepping into and I need to come in there and be like, that guy’s teaching that, they’re teaching this, they’re…..and I understand, here’s everything that’s happening, so I have a really clear picture and I’m like, where….How am I different? Where do I carve out my space in this ecosystem? How do I create my very own category that I can control, that I can own? There’s a really good book that I have my entire team reading right now, it’s called Playing Bigger. Only like two people I’ve recommended it to. It’s called Playing Bigger and the whole concept of the book is about creating your own category, which is very similar to what we talk about with new opportunity and things like that. But if you look at any market, there’s always one category king in every single market, which sucks up like 90% of the business and everybody else fights over the last 10%. Look at us in the sales funnel world, we’ve sucked up 90% of all the business, we’ve got all these little “me too’s” trying to compete for the last 10%. But we own the market; we are the category king. Look at Apple, they are the category king of multiple things. They’re the category king of phones, they’re the category king of music, they’re the category king of all these things. They suck up 90% of the business and everyone else fights over the scraps. For you, if you read that book it teaches you about category design. How you design your category so you can be the person. So I walk in the ecosystem, I want to look around and be like, which category hasn’t been taken yet? If I come in and be like, “Oh cool, they’re flipping houses, I’m going to do that too.” Then you’re just another me too and the best case scenario if there’s already a category king, you’re fighting over the scraps with everybody else. So I’m walking into this ecosystem trying to find all the different players, all the people, everything my dream customer is seeing right now every single day in their news feeds. I want to get a very good perspective and I want to figure out, how am I going to create my business? Because the whole foundation comes from that. So if you don’t know yet, it’s time to start doing the research, start becoming intimate with your market. Because if you don’t know what all the different messages are bombarding who you’re trying to serve right now, it’s going to be really difficult for you to try to compete in that world. But for me I’m in there, and I know what everybody’s talking about all the time. That’s the key. So the first thing is understanding that ecosystem, and then the second step that Dana talked about is starting to dig your well before you’re thirsty. You gotta go in there and start figuring it out, start building a relationship. Start sending packages, start sending gifts, go to events, meet people in your market, getting to know them, calling them on the phone, buying all their products, subscribing to their podcast and listening to them. I listen to conservatively, on the low end, an hour a day, some days three or four hours a day of podcasts. People are like, “Russell, what are you trying to learn in their podcast? Are you trying to pick up the next marketing thing?” I’m like, “No.” I know all the people in my ecosystem, I’m listening to what all of them are saying so I can have my finger on the pulse, so I know what’s happening. I know who’s talking about what, what’s happening, where they’re going, what their ideas are. So I can make sure I can create and continue to dominate my category. And then I’m sitting there thinking, okay well, JLD is talking about this, and over at Mixergy Andrew Warner is talking about this, and I look at all these different people. I’m like cool, now that I know where I fit in the ecosystem, I see what everyone is doing. Now it’s easy to be like, “Oh me and JLD could do cool things, because he’s on Entrepreneur on Fire, what if I helped him do a funnel thing with his people, now it’s this really good compliment between us.” Okay, I’m not competing with him, but I can compliment what we’re doing. Any wrestlers in the room? A couple of wrestlers. So in wrestling, just so you guys, if you’ve never wrestled before.  In wrestling, when we come, for those that don’t see it, don’t know wrestling, it’s probably weird watching it. But I come out and I shake someone’s hand initially and we start the match and we’re head to head. We’re competing against each other. Now, the person who wins the wrestling match is not the person who goes head to head the best. Wrestling is all about angles. When we’re out there doing hand fighting and doing all sorts of stuff, the goal of what I’m trying to do is get someone to step so I can get an angle on them, and then I can attack them. So I get them to step, it opens up a little hole and then boom, I shoot and I take them down. I’m finding my angle. It’s the same thing in this dream 100 stuff. I’m not going head to head with people. I’m looking at everything, building my own category and saying cool, this category, this thing I control, I own, I can partner with everybody on this now. Everybody fits in somehow because I designed it the right way initially. Now all these people in the ecosystem become partners, and we can complement each other as opposed to going head to head and competing. So you’re figuring out this thing. Again, it’s coming back to figuring it out, consuming everybody’s stuff, reading the blog posts, listening to the things, getting their emails and watching what’s happening, becoming intimate with your market, and at that point when you start approaching people you can figure out exactly how what you do fits in with what they’re doing. We may or may not be working on a really cool software product based around this whole concept. And what’s really cool in this thing, is you literally, you plug in your whole dream 100 and it has a facebook newsfeed of what all your dream 100 is doing. So in the future when this is live you’ll be able to login and you’ll see everything. So here’s someone posted a podcast or a blog post, and you’ll see a whole newsfeed of everyone in your dream 100, everything they’re doing at all given times, so you’ll always have your finger on the pulse in your market. I can’t tell you how important that is, understanding those things. Alright so dig your well before you’re thirsty, that’s the first step. And like Dana said, that’s when you start building a relationship, serving people. How can you actually help these people? Not with the intention of them doing something, but ahead of time, doing something really nice for them. When I first met Tony Robbins the first time, how many of you guys thought when I saw Tony Robbins, I started licking my chops like, “Oh my gosh, if he promotes me it’s going to be the greatest thing in the world.” Everyone does. And guess what happens, everyone that comes into Tony’s world, they meet him for like 5 seconds and they pitch him on the first thing that comes out of their mind. What happens to all those people? They disappear, they come off the thing. So what I did instead. I met Tony and I was like, “Ahhh, this guy is amazing.” And I freaked out a little bit. And then I was like, “How can I help get Tony’s message out? I know that’s what’s most important to him.” And for the next decade of my life, ten years, ten years of my life I went back and tried to figure out how to serve Tony. I spoke at his events for free, I’d cover my own flights, my hotels. I did, uh, I helped with new products, I did multiple consultations on the phone with his team members who were stuck at this and that. Trying to help them, coach them, for an entire decade. I helped and I served and I never asked for anything once ever. I just did it. And then guess what happened ten years later? Then I hired him to have him come on our stage, I wrote him a huge check twice to come on our stages, a bunch of stuff like that. And then when my book came out, I was like, “Hey Tony, I wrote another book, I’m so excited.” I was like, “Is there any way you could do an interview with me on your Facebook page?” He was like, “Yes.” “Really?” Did the interview and we got 3.2 million people to watch the interview and sold thousands and thousands of books. But I didn’t just come up to Tony day one right. I was building the relationship. And so many good things came from that relationship. Tony introduced me to like 10 other people who introduced me to like 10 other people. If you come with a serving attitude, just like Dana said yesterday, if you come with that serving attitude it will make you one of the cool people in the market place to get passed around to everybody. If you come in and you’re pitching people from day number one, nobody passes you around. “Oh that person just pitched me. That guy’s annoying. That person, beware of them all the time.” If you come in and just serve and give and do all that kind of stuff, then I’m like, “Ah man, you should meet so and so and so and so.” And I start plugging you into my network and instantly you infiltrate the entire dream 100? And again, if you’ve created your business in a spot where you’re your own category king, now it’s just like, what’s the logical connection so we can all work together in this thing, and boom, everything blows up really, really fast. So dig your well before you’re thirsty. Now I’ve been doing this whole process, right. I’ve been mapping out my dream 100, is this a laser? Yeah. Alright, here’s the laser, that you can barely see. So I list out my dream 100 and I write out all the different names of the people. Now that I have the names of the people and I’m plugging into their stuff, I’m listening to them, figuring out what they’re doing, now my goal is to figure out, of all these people who are the people that I can buy my way in? And who are the people I can work my way in? So there’s two different things, how do I buy my way? And how do I work my way in? Let me see if my next image is the one that explains this, it might be. Yeah. Okay, so I come over here and let’s say, my dream 100 on there has got a whole bunch of amazing people, let’s say there’s Tony Robbins, there is John Lee Dumas, there’s Andrew Warner, there’s Richard Branson. All my different people here. So I go through and let’s say I’m listening to Andrew Warner’s podcast, he’s the guy who runs Mixergy. So I’m listening to his podcast, I’m like, “Cool, he interviews entrepreneurs, that’s cool. I could potentially work my way in, I could get on his show, get an interview and get him to spread the message, but he also has ads, so I can buy my way in as well, and I could buy ads on his show.” Maybe with someone else I’m like, “they have a show and they don’t interview people, but they do sell ads on it.’ Maybe I see a Facebook live, or I’m looking at their email, I’m looking at all the different communication channels and I’m categorizing and saying, “What are the people that I think I can work my way in to get them to do it for free? And who are the people where I’m probably not going to work my way in but I can buy my way in?” With Tony Robbins, even though it took me the decade to get Tony Robbins to ever promote me, during the interim guess what I did? I targeted every Tony Robbins fan on Facebook, on YouTube, on Twitter, on Instagram and we’ve been running ads to his entire, I’ve been buying my way into his network, buying ads to his people, for the last 5 or 6 years. So just because Tony is not going to say to me or to most of us initially, because of the way the network is setup I can still buy ads in front of those things. So I’m always looking, can I buy my way in, or can I work my way in? And then the goal of both of those things is to get them to become traffic that I own. I know when Dana is talking about Dream 100, his focus point is on working your way in, getting on the shows, doing the jv, having them send emails to your list, doing those kind of things. That stuff is amazing, that stuff takes more effort, more time, but it’s free. Other stuff costs more money, it’s kind of like, how many of you guys have more time than money? How many of you guys have more money than time? Who has more time than money? Who has more money than time? “So where do I focus at first, Russell?” If you have more time than money, focus on working your way in. Try to get on the show, do those things, get them the email, build a relationship, you have more time. If you have more money, a lot of times it’s easier just to buy your way in. How many of you guys have a decade to try to court Tony Robbins before you’re going to drive traffic? It’s a lot of work right. But you can go tonight and start running ads to all of his following. So it comes down to that. So if you don’t have money yet and you’re getting started, focus on working your way in. How do I get…what are the people in my dream 100 that have a platform that I can come into and I can leverage to get people to join my platform, that’d be my focal point. If it’s like, I’m busy, I have a bunch of things, I just want to focus on the other way. Then just do the traffic control and buy your way in all those things. And ideally you’re going to be doing both. It’s funny, this is the first time I’ve taught this and I know there’s all these things that like I know I’m teaching, I’m going to talk about this later, but I need it for context for now, so I’m just trying to make sure I don’t screw this up. I’ll keep going from there. Any questions about this part at all yet. Each step is kind of layering on top of each other. So we’re finding our dream 100, we’re figuring out who we can buy way in, who we can work our way in with a goal again, of transforming everything to our own platform, and building our own platform. Alright, so that’s how we start creating our dream customers. If we go back to the very beginning we have three types of traffic, figuring out dream customers journey, who has our dream customers, and how do we get these dream customers from these other platforms and move them onto our platform and get them on our list, have them listening to our podcast, have them….whatever platform it is that you’re trying to build, we’re trying to use the dream 100 to get their customers into it. Just like Dana did right here with the goat feed yesterday. The empty one and it’s all about dumping  a little bit in from every single person, so it builds your platform and the bigger your platform gets, the bigger platform you can leverage and it keeps growing like that. Alright the next phase here. Now I want to start shifting so you guys can understand distribution. So distribution is this game, this is how it works. Last night in the hotel room I was watching Shark Tank. How many of you guys still watch Shark Tank? Cool. It’s interesting if you watch Shark tank, if you look at how they all do their deals, someone brings a deal to them, all the sharks, if you notice this, in their heads, they don’t say it out loud, but as you listen to their questions and which deals they pick and they don’t pick this is all they’re focusing on. Each of the sharks  has a distribution channel that they understand. Laurie’s really good at QVC, Damon is really good at retail, Cuban is good at pretty much everyone thinks he’s cool and he just plugs into whatever he wants. But everyone’s got a channel that they’re really, really good at, a distribution channel. So the deal comes in and it’s like a clothing line and all the other sharks are like, “I’m out, I’m out, I’m out.” And Damon’s like, “I’m in.” because he knows the distribution channel, and he grabs the distribution channel, he plugs it in, and boom, the retail takes off. Laurie, she’s like, amazing deals come by and she’s like, “This won’t work for QVC, it’s out.” Comes in and she’s like, ahh, have  a distribution channel where she takes the deal, plugs it in, and boom it explodes overnight. So distribution is the key. That’s why you’re trying to build your own platform, your own platform is your own distribution channel. It’s the most valuable thing. Steven Larsen said it yesterday, the most valuable thing in your business is your customer list, it’s your distribution channel. When all is said and done it’s the only thing that matters. If you look at all the companies, the big tech companies that get bought and sold, it’s all based on their distribution channel. I remember when I first got started, the first time I ever saw a company get bought for over a billion dollars was when eBay bought Skype. It was like, I don’t know, 3 or 4 billion dollars. I was like, what? I was thinking, did they buy….Skype didn’t even have a business model at the time, they weren’t making any money. EBay was like the biggest company back in the day. Do you guys remember back EBay was the most amazing thing and like all day long you were just trying to snipe auctions all day? It was the company right. Myron remembers. There was like sniper software where like 25000 people all bid on one thing, and then the software was like, buy at the last second. It was really fun. Then they ruined their business and now it’s all boring. But EBay bought Skype and I was like, they had the best tech people on planet earth, they could have cloned Skype in about a week. But they didn’t do that. Why did they spend billions of dollars instead? Because Skype had the distribution channel, they had the list. Why did Zuckerberg want to buy Snapchat? Because Snapchat had the distribution channel at the time. Why did he buy Instagram? They had the distribution channel. If you look at all the big acquisitions, it’s not about the technology. Technology is easy to clone and to beat, it’s because of the distribution channel. That’s the magic. Every business, if you look at the actual value, what they evaluate things on, it’s the distribution channel, the list. So if you start understanding that, everything we’re doing is like, who has the distribution channels? Those are my dream 100 partners. Now, I talk about this at Funnel Hacking Live. Some of you guys may remember me talking about this. Gary Vaynurchuk says something in a little clip that was super cool,  he said, “If you look at TV in 1965 it’s the same thing that our phones are today.” Do you guys remember me talking about this, who were there? In 1965 there were only like three channels. There was ABC, CBS, and NBC, and it was funny because when I was talking to Tony Robbins, the first time I met him was over ten years ago now, and it was after his company had kind of collapsed. He was like trying to figure out the next step and that’s when he met all the internet marketing nerds and we kind of helped him with some stuff. But what’s interesting is I was talking to him about it, he said, “Look, when I got started there were three channels. If you flip to any channel, guess who was on every single commercial? This big, huge giant selling his stuff. It was easy, the distribution channel was three things. We just bought all the ads on every single channel and I became Tony Robbins. Now what happened is distribution got fragmented. Cable came out and all the sudden there’s not three channels, there’s like 300 hundred channels. I can’t buy them on all of them, there’s all these niche channels. I go over on ESPN and it doesn’t convert for some reason, I go over here and it doesn’t convert. And I ran out of money because I couldn’t keep up with this whole distribution thing. It was really, really confusing.” So that’s why they were struggling at the time. So what Gary said, when he said the phone is like TV 1965, for me it was this huge aha. This is the key. So if you look at this, back when TV first came out, the distribution was it got TV’s into people’s homes. Then there was the channels, ABC, CBS, and NBC, and on each channel were the different shows. So that’s what you need to understand, these things kind of match what we’re doing today. So today this is the distribution channel, our phones. I don’t think I would have always believed that, but two years ago in Clickfunnels, I mean, we did see a lot of traffic, and prior to two years ago the majority, 60-70% of all traffic in our network came from desktop, and now it’s flopped. The majority of all traffic coming across all 65000 customers accounts, I mean millions and millions and millions of visitors a day, the majority, 60 or 70% is all coming from phones. So this is the future, it’s going to continue to grow, it’s not going down. We were in Kenya hanging out with these kids and none of them had computers, but guess what they all have? This. I guarantee you as our kids get older, they’re not going to have computers, this is the thing. So if you look at this, this is the phone from 1965, there’s a lot of different apps. If you look at the apps, again, it’s the category king right. The apps that take up like 90% of all the bandwidth on the phone are a couple of things. It’s Facebook app, it’s messenger app, it’s Instagram, it’s YouTube, it’s Pinterest for some people. There’s only 5 or 6 apps and that’s it. So for us, you have to understand, everyone’s got their phones. It’s like the TVs, it’s been done. The apps are there, they already have billions of people on the core apps that are there, so the job that we have right now, just like back here is for us to become Happy Days or the Tonight Show or whatever. We need to be building our own show on these platforms. And that’s the big aha, that’s understanding distribution. So these things are in people’s hands, the channels are already there, we just have to create our own shows and build the distributions. It’s easier today than it’s ever been because everyone’s got their phone and there’s nothing like, back in the day you had to get NBC to decide your show’s awesome. Today any of us could start a show, you just click a button and boom, your platform is alive. So understanding the distribution is right there. Hey you guys, thanks so much for listening to day number two, session number two I should say. Hopefully you’re enjoying this so far. Alright, tomorrow I will release the last of the three part series here for my presentation at dream 100 con. You guys, this is the foundation for all traffic. I hope you are getting excited by it. And hopefully you’re getting pumped for the Traffic Secrets book that will be coming out later next year. I don’t want to say my only goal in this is to cause massive FOMO, but I’m not going to lie, I want to cause massive FOMO through the book, because I’m working my butt off on it. And so I figure if I gotta work this hard, then you need to desire the book as much as possible. So just remember this is scratching the surface of what will be happening inside the Traffic Secrets book. Hope you’re enjoying it and we’ll see you guys tomorrow.

On today’s very special 3 episode series Russell speaks at Dream 100 Con about traffic and how to build your list. Here are some of the awesome things in this portion: Find out how Russell got started building his list, and what he learned about spam free emailing. Hear why everyone around him made half a million dollars a month with Adsense while he was still just building his list. And find out how Russell figures out and narrows down who is dream client is with a simple diagram. So listen here to part 1 or 3 of Russell’s super informative presentation at Dream 100 Con. ---Transcript--- Good morning everybody, this is Russell Brunson. I want to welcome you to a special three part series of the Marketing Secrets podcast. Over the next three episodes I’m going to be sharing with you guys clips from a presentation I did at Dan Derricks Dream 100 con. I told you guys before that I’ve been working on the Traffic Secrets book and testing my material, so the first time I ever taught parts of this publicly was at Dana’s event. So I wanted to share it with you. It’s not the whole process, just a piece of it, but hopefully it will get the wheels in your head spinning about how Dream 100 works, how you buy your way in, and work your way in and how customer life line would work, and a whole bunch of other amazing things. I’m doing this as a tease, to get you excited for the Traffic Secrets book that’s coming out next year. So that’s kind of the game plan. Hopefully it gives you guys some ideas. This is part one of three, when we get back from the intro, we will start right into that presentation. So thanks so much you guys, I hope you enjoy behind the scenes from my presentation from Dream 100 Con. To begin with, I just want to thank Dana. It’s been so fun, I’ve been talking about Dream 100 for the last decade or so, and almost nobody ever listens to me, except for Dana. And then Dana took it and has taken it to such bigger, such a big mass level. It’s so funny, yesterday I was watching as he talked about Chet Holmes, who is kind of the originator of the Dream 100, and Chet was a personal friend of mine who passed away a few years ago, and his daughter has actually taken over his company since. I messaged her yesterday to let her know that you guys are here in this room, talking about a concept that was pioneered by her father, which is really special for her and for Chet and for everything. I’m just so grateful for everything Dana’s put together, and doing this. Isn’t he just one of the coolest humans you’ve ever met on earth? He’s always giving and always serving. Alright, to kick today off, I actually wanted to talk about something and get it on film so that when I pass away someday you guys can watch this and then fulfill what I need to be done. Does that sound good? So I have a friend in our community, his name is Mark Holverson. Does anyone know Mark Holverson? A couple of you guys. Mark Holverson’s an amazing human being in our community, one of my peers and he passed away last weekend of cancer, which was a really tragic thing. But what’s interesting is, right after he found out he had cancer, about five years ago, he was onstage speaking at an event like this, and Vince Reed actually published it on his Facebook page and I had a chance to watch his whole presentation. And it was right after Mark found out he was going to pass away. And during his presentation he talked about legacy and where he was going and all sorts of stuff. And it just got me really inspired. And I’m not going to pass away, that I know of, so don’t think that that’s what I’m saying here. But I was thinking about, if I was to pass away how do I leave this whole thing? What would I want my legacy, at the end of this? I’ve heard other people say, “My goal is to get a million people at my funeral, that’s my biggest thing.” I don’t really want. In fact, I don’t any of you guys to be at my funeral. I want my wife and kids and family to do that. But the day my funeral is over I need all of your guy’s help. So everyone’s got to remember this, someone’s going to be here and remember this part of it, and I need you to take this part out. So the day my funeral is over, I want to build out the biggest Dream 100 campaign of all time. Every single person I’ve ever had a chance to influence or impact I want to invite them to the last ever Funnel Hacking Live. I want to get, Dana, if you’re still alive at this time, I want you to be in charge of this whole thing. But I want Dream 100 voxes going out to all the biggest influencers, all the people, and I want to throw the biggest party ever. This actually happened a little while ago, there was a guy who was a legend in our industry, his name was Marty Ellison, he owned a company called Board Room. Anyone ever heard of Board Room? And he owned that company and when he passed away, his partner Brian Kurts did something similar. They threw a huge marketing party, it was called the Titans of Marketing Summit. They had all the best speakers come in and speak. And I remember listening to that event, that course and I thought, when I die this is how I want my legacy to end. So we’re going to do a big, huge Dream 100 campaign, we’re going to get everyone in the world to come to the last Funnel Hacking Live ever, and then I’m going to have all my friends and colleagues come and speak about what we’ve all learned on this journey together. So that’s my game plan, I’ve got it on video now, so that someday you guys will know my wishes. So that’s the game plan, does that sound good? There’s a little twang that keeps happening, is that from….anyway, I don’t know if it’s from I’m talking too loud. Okay, one other story and then we’ll get to the good stuff. So this is going to hopefully help you guys understand the importance of what you’re learning here at the Dream 100. So I had a chance, I actually flew here from Jackson Hole, Wyoming. I was in Jackson Hole at a secret Illuminati, maybe it was the Bilderberg, I don’t know a secret group of marketers who all got together for like three days and we did a whole bunch of manly stuff, which anyone who knows me, I’m not very good at manly stuff. We were shooting guns, I took last place. We were fly fishing, I caught the least amount of fish. We went hiking, all these things that I don’t normally do, but it was fun because I hung out with all these guys who were all amazing in their own spirit, in their own businesses. One of the guys who was there is a guy named Tom Bilyeu. How many of you guys know who Tom is? Oh good job, a bunch of you guys do. So Tom, he started a company called Quest. Who has ever had a Quest bar before, Quest nutrition? So he started this company and it blew up to a value of over a billion dollars before he sold his portion of the company and retired. Now he’s doing Impact theory and a bunch of other cool things. But he built his company up to over a billion dollars, and as I’m asking him, “How did you start this thing up?” And he explained how he started the entire company. And what’s cool, after he told me I talked to Dave about last night, and Dave’s like, “let me see if he said it anywhere else.” And Dave found an interview, an actual quote of this. So I want you guys to hear this. This is a quote from the podcast where he explained how he launched Quest. But what’s interesting is he did the same thing that you guys are all doing here in this room today. So this is what Tom said about launching Quest. He said, “We had a very different approach that got a lot of people excited, not just about the product, but they felt good about the way we treated them. We went old school (old school dream 100) researching several hundred health and fitness influencers, then sending them hand written letters and free samples. This was all about showing an understanding of what others were trying to achieve, that Quest was interested in helping them connect with their audiences. When people are building community they have real sense of service to that community. We would send them a free product and say, ‘if you like it, tell people about it. And if you hate it, tell them about it too.’ “Not trying to steer people’s comments, gave us a pretty good reputation. Some didn’t like it and said so. But the vast majority loved it and were grateful that we showed an understanding of who they were and what they were trying to do so they spread the word.” The foundation of his billion dollar supplement company all started here with the dream 100. Is that awesome? Okay so this is the foundation, you guys, for all these things. Alright, so what Dana’s talking about is true. Okay, so some of the, what I’m going to be talking about for the next couple of hours, so you guys can context. I’m in the middle, well not the middle, the beginning of writing my third book, which is called Traffic Secrets. So there’s Dotcom Secrets, there’s Expert Secrets, and this is the last and final book in the trilogy, and then I’ll never write a secrets book again, because I’m out of them. But the third one is called Traffic Secrets. So I’ve been working on the framework for the whole thing. And I messaged Dana about two or three months ago, “Just so you know dude, this is so good for you.” Because the entire framework for the Traffic Secrets book is based on the Dream 100. So a lot of the stuff you guys have been talking about is the foundation of everything that is going to be inside that book. But I spent all day, the last month or so, working on the outline and getting things done. And then yesterday I was sitting in the back of the room doodling out all the key frameworks for the book. And I got them back this morning at 4:30 in the morning. So I’m really excited they got done in time. So I’m going to be going through seven different images that are kind of the framework for the book, but it’s also the framework for how we do the Dream 100. There are, well you’ll see. It’s taken it to a whole other level. And hopefully this will give you guys, those who are beginning will give you guys a really good foundation. And those who are advanced, it’s going to give you the next five or six steps in the process. Does that sound like fun? Alright cool. So I’m going to start off, this is the very first core thing that you have to understand to really understand Dream 100, understand traffic, understand everything. There are three types of traffic, this is the framework for the entire book, the entire concept, if you can understand this everything else becomes really easy. So there are three types of traffic. The first type of traffic here on the top left hand, is traffic you control. This is traffic where you’re going to buy your way in. So if you think about that, how many of you guys run Facebook ads in here? So you don’t own that traffic, right. Zuckerberg owns all that traffic. He built the platform, he owns the thing, but he gave us the ability to come and to buy some of that traffic. So we can buy some of that traffic and we can control it, we can send it wherever we want to. We send it to buy a product, buy a service, listen to a podcast. We can control that traffic, but we don’t own it. How many of you guys have ever gotten a Facebook account shut down before? There’s proof you don’t own it right there. We’ve lost hundreds of them, so don’t feel bad. It’s just part of the game. So traffic control is the first thing. So whenever I got any kind of thing I’m buying, it’s traffic that I control. The second type of traffic is traffic that you earn. This is where you’re working your way in. The first one you’re buying your way in, the second one you’re working your way. So for this it means, you’re getting traffic, you’re not paying for it, but you’re earning it. You’re getting on a podcast interview, you’re doing a Facebook live with somebody, you put out really good content and people share it. You’re earning that traffic. How many of you guys, the majority of your traffic comes from traffic that you’re earning? And how many of you guys, the majority of your traffic you’re buying? About 50/50 split. So it’s important to understand, there’s traffic you control and traffic that you earn. The third type of traffic, and this is the best and most important is traffic that you own. My entire goal of our business, if you look at everything we’re doing from a traffic generation standpoint, is to convert traffic I can control, traffic that I earn, into traffic that I actually own. Because if you own the traffic, that’s the secret sauce. When I own it, I can do whatever I want with it. You can be like zuckerberg and you can rent it to people, you can do a product launch and sell your own products. You can do affiliate stuff, you can do whatever you want. But the goal is to own the traffic, that’s the big thing. You own the traffic, we own the platform, that’s how you win. How many of you guys have your own platform, your own list, your own following, your own whatever? How many of you guys don’t yet and you’re like, “That’s the thingy I think I need really bad.” Okay, cool.  This is the goal, this is the big secret about internet marketing. I remember when I first started learning this game I was struggling because I couldn’t figure it out. There were so many things that were happening. And this is pre all the stuff that you guys do every day. It was  pre-facebook, pre-myspace, it was actually pre-friendster. How many of you guys remember Friendster? Melanie was on Friendster, she’s still buying ads on that one. Just kidding. That was like the original social network and it was like, this is amazing, and then Myspace came out and crushed Friendster, and then Facebook came out and crushed Myspace, and soon the next thing is going to come out and crush Facebook someday, hopefully. Actually, I love Zuckerberg, I hope he keeps doing what he’s doing. But l was out there trying to figure out this whole game, and there’s so many things and I could not figure out how this whole game was played. And one day I was at the good old Google searching for probably how to get rich on the internet or some key word like that, like a lot of us start with. And some guy wrote an article and in this article he was talking about, he’s like, “how many of you guys have seen those stories online where people say I made $30,000 in an hour, or 100,000 in a day? You probably thought those things were lies, right?” I was like, “yeah, I’m sure they’re inflating their numbers.” He’s like, “No, actually those things are true.” And I was like, “Wait, what?” And he started explaining, he said, “This is the way it works. Imagine this, what these marketing people do is they build up a list of a thousand or ten thousand or a hundred thousand people and then they send an email to that list, and they just get a percentage, like 2 or 3% of that email to buy, and then do the math. They have 100,000 people, 2% buy a $50 product, how much is that?” It’s whatever the math is, $15,000, and if they send an email out every day, they literally can be doing what they’re talking about. And me, as a 20 year kid, sitting in my college dorm room reading this article, I’m like, “Oh my gosh, that’s the secret. I just need my own platform. If I had my own list of people, that’s the magic.” Now I, unfortunately, went about it the wrong way. So I had that idea and I was like, “This is the key, I’m going to do it. It’s going to be amazing.” So the first thing I did, of course, I went to Google and I typed in, because I wanted my own email, so I typed in “buy an email list” and then I was reading about spam, I want to spam for email address. So I went to a website and I think it was, spam-free email addresses dot com. I was like, this is awesome. And they were selling DVD’s of email addresses. And you could buy like a hundred thousand, a million, 5 million. I was like, “Oh my gosh. I’m going to buy 5 million, I’m going to start with the biggest platform known to man.” So I bought, I think it was $67 or $69 for a DVD with like 5 million email addresses. I was like, “Oh my gosh.” And I ordered this thing, it’s coming to me, I’m like telling my wife the math. I’m like, “Collette, okay so 5million people, let’s just say we get 1% to buy the thing we sell, 1% of 5 million,” I’m doing the math, “That’s like 100 grand every time I click send.” And then I’m like, “wait, but let’s just say I can serve only 1% of 1%..” I’m doing the math, I’m like, “Even if we screw this up it’s like $30 grand every time I send an email out.” And I’m so excited because at the time my wife’s working, making $9.50 an hour, while I’m at school wrestling and trying to not fail. So this thing comes and I get this disc, and I remember I plugged it in and there was this software that would send the emails out for you, and I put it in and I remember queuing it up and I saw the little software of all these like 5 million emails out there. I was like, “Oh my gosh, this is amazing.” Now, I didn’t have a product at the time, so I was like making up a product. I’m like, “What would people like to buy.” So I made up an idea for a product, I wrote an email that was probably, I don’t know, 60 words, with a link to my paypal account. Like, “Click here to send me $10 for this product.” And then that was it. I was like, “If people buy it, then I’ll go make the thing.” So I queued up the email, back then it was pre-high speed internet, so I had to crawl under the desk, unplug our phone line, plug in the internet, bleep, bleep, bleep, all that kind of stuff pops up. I’m like alright, click send. I’m like, “Collette, let’s go to bed. By morning we are going to be rich.” I see like, “Email 1 sent, number 2, 3, 4, 5….” And I’m like, “Oh my gosh, this is it. This is going to be the greatest day of my life.” So I go to bed, all night long I’m dreaming of how many sells are going to come in the night, what’s going to happen, how amazing it’s going to be. And I wake up in the morning, and Collette’s getting ready for work because she’s still working at the time, and I’m just telling her, “I haven’t looked at the stats yet, but my guess is you can probably quit after today. If a just a fraction of a fraction of a fraction buy, that’s more than you make in an entire month. This is going to be amazing.” So I’m all excited, telling her the whole story. And then she’s like, “Okay, I gotta use the phone.” I’m like, “You can’t use the phone.” This is pre-cell phones too. “You can’t use the phone, it’s mailing..” I look at the thing, $65,000 emails have been sent. “you can’t.” She’s like, “I have to call, I have to use the phone.” I’m like, “Ugh, you’re going to ruin everything.” So I crawl under the, pause the mailing thing, I crawl under the desk, unplug the modem, plug back in our phone line, and while I’m still under the desk the phone rings. I stood up and hit my head and I’m like, “Oh, dangit.” So come out under the thing, answer the phone, and on the other end is my internet service provider cursing me out on the phone. “What are you doing? Why are you sending these?” I’m like, “No, no, no, sir, I didn’t send spam.” He’s like, “No, you sent out tons of spam.” I’m like, “No, you don’t understand, I bought this DVD, it was called spam free email addresses dot com. You can go check out the site, they’re completely spam free.” I explained the whole thing to him. I still remember he told me, he’s like, “Son, that is the definition of spam.” And I was like, “what? Their spam free.” And he’s like, “How do you think that, that’s not a thing. You can’t buy spam free email addresses.” And I’m like, “But the domain name….” and we were going back and forth. And he’s telling me he was going to sue me and a bunch of stuff, but the last thing was, “I’m shutting down your internet.” And then it was gone. I hung up the phone and then Collette’s like, “Who was that on the phone?” I’m like, “Oh just some guy who had some questions about the thing. You shouldn’t quit yet though. Let’s just go to work, enjoy it, we’ll recap in the morning or tonight when you get back.” So she leaves out the door to go to work and I’m sitting there, and I can’t even check to see what happened because our internet is now gone. I have no access to even get back on. So I’m all depressed, I get ready for school, I go to the school and I get to school and I get to the computer lab, and I’m like, “I’m going to check to see what happened.” And I log in, still in kind of a depressed state, and I open my email, and then my email though, I see order notification from paypal, order notification paypall. Boom, boom, boom, boom, probably 20-25 orders had come through for like $10 apiece through paypal. I was like, “Oh my gosh, it worked. I gotta go create a product.” So I had to go back and figure out what I sold and make something to send out to these people. And I realized at the time, what I did was wrong, I didn’t understand the ethics or how to do it, I did it wrong. But what happened was right. The goal was to get a platform, an email list, to get something. And that was the whole secret to the game. So after that was done, I went and found a new internet service provider and I spent the next year of my life trying to figure out how I build a list the right way, where it’s not going to end me up in jail. There’s got to be a way to do it. What I learned is basically this process. I can buy ads, I gotta send them somewhere to join my list, or I can go work my, do things, and get people to come to my website and give me the email, but that was the goal. So I started focusing from that point forward on building my email list. That was my core focus, building a list, building a list, building a list. And I started growing it. It’s been interesting, that concept of list building became my whole life. I started looking, over the last 15 years I’ve been doing this, I’ve see a lot of people who have built huge companies, are no longer in our industry. Now back at their day jobs trying to survive. And I’ve seen things over and over and over again. How many of you guys remember back in the day when Adsense first started and it was like Christmas every day? A couple of you guys. So let me paint this picture. So this is in the middle of me trying to build my list, my first mentor, his name is Mark Joyner. He’s like, “Focus on a list, focus on a list.” I’m like, focusing on a list. And all the sudden this shiny object pops out of nowhere called adsense, and what adsense was back in the day, you could buy this software for $97, there was a couple of them, Traffic Equalizer, there were probably a dozen or so that ended up coming out. You load up software on the computer, you click a button, it would go out there and it would pick a keyword, so let’s say whatever, it would find a keyword that people were paying a lot of money on, go to the internet, scrape all the sites that have written about that, pull them in, and then you publish a site and have like 8,000 pages in like a minute. And then it would put ads in all the site, and because of the way it structured the pages, Google would instantly index it and you started making money. It was like the easiest, most stupid way to make money. We had teams of people in the Philippians, like 30-40 people, that all day sat there and build another site, build another site, build another site. Just cranking out sites like crazy. Not me, a lot of my friends, they built these assembly lines of people doing that. I had friends making a half a million bucks a month or more just cranking out crappy little sites. And it was amazing for about a year, year and a half. And so I’m watching all these people make so much money, and I’m over here building a list, building a list, and stressing out because I’m seeing all these people make all this money. I’m like, “I’m just going to do that, that’s easy. It takes no effort at all.” And my mentor, Mark, was luckily like, “No dude, focus on building a list, this will go away.” I’m like, “No, you don’t understand. This is the greatest thing in the world. It’s going to change….$500,000 a month..” How many of you guys would that radically shift your life right now? Yeah, I was just like, “And they’re doing nothing, providing zero value to the world. They’re just clicking a button over and over and over again. I could get a million button clickers. I’m going to be the first adsense billionaire.” And he’s like, “No, build a list, build a list.” And I’m like torn. And luckily for me, I’m really coachable. So I’m like, “Fine, I’ll build the stupid list.” So I’m doing this, and sure enough about a year later, boom, the algorithm changed, Google found all the software that was building the sites, deindexed every single page, and I had friends go from half a million dollars a month to zero over night. I was like, “Oh my gosh.” But guess what I had? I had been building my list and it didn’t affect me. Now anyone who knows my story, who here thinks that I’ve always done everything right in my business? Only Dave. I haven’t. So what happened is I built my company up really, really big, and then I bankrupted it almost. Luckily both times I didn’t. The second time I built it even bigger and then I almost bankrupted, I’ve told those stories before, at Funnel Hacking Live. But what’s interesting, the thing that got me through the ups and the downs every single time was this platform I’d built, this list. I got to the point where everything is collapsing around me, I could still send emails to my list and people would buy because we have a relationship, and it kept us through the down times. So when you do this and build a platform, it’s the key. I still see today, it’s unfortunate, I still see today people in our industry who get the next object where they’re like, “Oh, I can do this thing.” And they start buying Facebook ads to sell this, and doing this, and doing things like that, but they’re not focusing on the fundamentals. The fundamentals are what will protect you over the long haul. The reason why I’m still in business 15 years later, and a lot of the people I know that have made a crap ton of money along the way aren’t, is because this has been my focal point, building the platform, building the platform. So why do you need a platform? The platform is the key for so many reasons. How many of you guys watch the Apprentice, back when it was still on? How many of you saw the season where Arsenio Hall was on the show? How many of you guys have no idea who Arsenio hall is? Okay, for the younger generation, Arsenio Hall was a dude that had his own late night show. He’d come out and get everyone excited and be like, “woo, woo, woo.” And get everyone pumped up, and he was the man on late night for, I don’t know, a decade or so. So then his show got cut, and then he’s like normal Arsenio Hall, no one heard from him, and then 20 years later he pops up on Celebrity Apprentice because at one time he was a celebrity apparently. It was fascinating, they’re on celebrity apprentice, competing with all these other celebrities. And there was this one task that was like a fund raising task, where they had to go and raise money. So they’re all going through and trying to raise money for their charities and Arsenio is back there, he’s got his rolodex of people and he’s calling the first person, the second person, the third, fourth, fifth, sixth, seventh, eighth, ninth, tenth, and what’s interesting, while all the other celebrities were doing deals, Arsenio couldn’t get anyone to return his call, couldn’t get anyone to pick up the call or anything. And it shows him that night, sitting on the couch and he’s all depressed and frustrated and upset, and they’re talking about it. And they’re like, “dude, you’re Arsenio Hall, how come you can’t get any money?” He’s like, “I don’t know man. When I had my own show, everybody returned my call and now nobody will.” And when I heard that, I was like, “Oh my gosh, what a lesson that is.” Some of you guys are starting the dream 100 right now at the very beginning, you don’t have this platform, and it’s tough. It’s tough initially to get people to return your calls, to say yes, to look at your vox, whatever those things are. At first it’s hard right. But when you have a platform, everyone returns your call. When I first met Tony Robbins back in the day, my platform was little tiny. I even became friends with Tony, we hung out for 10 years, and Tony never promoted me, we were just kind of, I got to know him, a couple of times we hung out and helped consult him, that was while my platform got bigger, and bigger, and bigger. Last year we launched Expert Secrets book, I was like, “Hey Tony, will you help me promote this book?” And Tony’s like, “Russell’s platform is huge. Yes, Russell. I would love to.” There are few people in our world right now that I couldn’t pick up the phone and be like, “Hey can you help me do this deal?” Because they know my platform is huge. And because of that, they will say yes. So the dream 100 gets better and better and better as you build your platform. At first it’s going to be more difficult, but as you focus on this building your platform, it becomes easier and easier and easier, because the bigger your platform is, the more likely people are to return your call. So this should be the focus, again, if I come back to this. Everything you focus on is this, traffic you control, buying ads, traffic I earn, earning ads and we’re going to go deeper into this in a minute, but the goal of both of those is to turn it into your own platform. Now platform can mean a lot of things. When I got started, all a platform was, was your email list. I still think focusing on email is one of the most important things because if an email service provider shuts you down you can move your email list to another. So that’s an asset that can follow you. But your platform is also different things like, how many of you guys are on Instagram right now? Your Instagram following is a platform. How many of you guys have a podcast right now? Your podcast listeners are a following. How many of you guys have a Facebook following? YouTube subscribers? All those things are platforms. So what I’m going to be talking about, and I’m going to break this down, the platform doesn’t always have to be one thing. In fact, usually there’s a platform on each of these different channels that we’re going to talk about. And you should be building more than one. But the biggest problem I have with other ones is like, the reason I like email so much is because, again, if you get shut down you can move it. If Facebook shuts you down, you’re done. If YouTube shuts down your channel because you did something aggressive, you can’t do much about it. So always focusing on email is one, but then a secondary and more as we go through is a big piece of it. So that’s the key, building your platform. Alright, so that’s the first step here. Step number two, so now that you have got this stuff figured out, and I’m going to go deeper into this. All these things will kind of layer upon each other and the end will be this beautiful picture like, oh crap, that’s what it is. This is so much easier than I thought. Okay, so this is the first part. What I want to do, I want to kind of, before we go deep back into this part right here, I want to go deeper on this right here. So you have your own platform, what most people don’t think through, all they’re thinking about is themselves initially. Like, I’m going to build a platform, have a big email list, a big podcast, a big whatever… That’s our focus, because that’s who we are as entrepreneurs. We like significance, we want a big, huge following. But what I wish I would have done, from day number one when I first got started in this business is spend more time thinking about the person. Who do I actually want on my list? If you read the Dotcom Secrets book, the very introduction in here I talk about you finding your dream customer. I talked about for me, I had 5 or 6 years in my business and one day I woke up and I was depressed. I was so upset, I wished, I remember sitting there in bed, laying there thinking, “I wish I had a boss so they could fire me, so I could separate myself from my customers.” But unfortunately I had built a company, I had built a platform, but the people who were in my platform were not people who I wanted to serve every single day, and it can be depressing. I promise you, if you build the wrong platform, it can be really, really frustrating when you show up one day and you’re like, “I hate my customers.” How many of you guys have ever hated your customers before? So many of you. Good, I’m glad I’m the only one. It’s tough. If you don’t think through who is my dream customer ahead of time, you’re going to wake up one day with a customer that you hate. So I want you thinking like, who is my dream customer? Who is that person I’m trying to serve? So what I want to do, I want to talk about your dream customer’s journey. So who is my dream customer? I want to understand their journey. So the first thing I’m going to do, I’m gonna draw a picture here. So this is your dream customer. How many of you guys know who your dream customer is in your mind? You’re like, “I know exactly who that person is.” If you don’t, I encourage you. People are like, “Uh, I want to serve awesome people.” Spend time actually thinking through this. Who do I actually want to serve? Who is that person? What do they look like? What are their fears? What are they excited about? What is the pain that they are trying to get away from, and what is the pleasure they’re trying to move towards? If you ever studied NLP you learn a really cool thing about the human mind. All humans are doing one of two things, number one they’re trying to move away from pain, and number two they try to move towards pleasure. And what’s interesting, most people are more dominant on one or the other. I’m curious, how many of you guys make most of your core decision because you’re trying to move away from pain in your life? You’re trying to lose weight so you’re moving away from pain in that. You want to make money here because you want to get rid of your boss. You’re in pain and you want to move away from pain. How many of you guys make most of your decisions based on moving away from pain? Now the other side, you make choices like, I’m moving towards pleasure. I want that nice car. I want to have six pack abs for the girls. I want to have all these things like that. How many of you guys make your choices moving towards pleasure? Interesting, it’s like 50/50 in this room. Typically, what I find in an entrepreneurial room, most entrepreneurs make their choices towards pleasure, not all but most of them do. Whereas in the real world, most humans make their decisions moving away from pain. But regardless, you as someone who is going to be serving this dream customer, you have to know what those things are. What is the pain they’re trying to get out of? You have to think about that and figure it out. What is that pain they’re trying to get out of? If you don’t know what that is, it’s going to be really hard for you to serve them. The second thing is like, what’s the pleasure they’re trying to move towards? What is it that they actually want? What’s that thing that, the biggest desires they have? You have to know that, you have to know everything about that with your dream customer. The next thing I want you guys to think about and this is going to come into a lot of the dream 100 stuff here in a minute. If you draw a timeline of your dream customer’s life, this is all the stuff that they’re dealing with before you come to them, and this is all the stuff they’re dealing with after. So as I start building out my dream 100 list, I look at my customer and I’m like, let’s say for me, I sell funnels. Do you guys know that’s what I sell? Okay, so that’s what I sell, so my dream customer, they need a funnel. But what do they need before they need a funnel? Most people more and more are like, “I need a funnel.” But what do they need before they need a funnel. Before they need a funnel they need, so I’m thinking about what’s the thing they need before they get my funnel? And what do they need before that, and before that, and before that? I’m taking them backwards on this journey. So if they’re going to get a funnel, before they get a funnel they probably need a business maybe. Somebody here got that they needed a business. Maybe they needed a logo, they need branding, they need…..there’s probably things that happened before they come to me and they’re ready for me. And then after they’ve got a funnel, what are things they need after they have a funnel? They might need traffic, they might need graphic design, they have other things afterwards. So I look at this customer journey, where’s my customer at? So this is the first phase. How many of you guys have ever thought about this before? Jay Abraham taught me this initially, he said, “Look, if you’re trying to find joint venture partners, or dream 100, the first thing you got to think about is will your product or your service fit in the timeline of your dream customer? And you gotta figure out what are all the services they need before they come to you? And what are all the services they need after they come to you?” When we identify that, we know exactly who your partners are, right? So if I go to somebody else who is selling funnel software, which is like right here, which is where most people go. If I’m selling weight loss product, why would they promote my weight loss product if they have one too? They probably won’t because they’re selling the same thing. You’ve got to go on this customer journey prior to that, before they wanted weight loss, what else did they get? What did they need? Maybe they had high blood pressure, oh my gosh, if they have high blood pressure, maybe I could dream 100 all the people who have a list with high blood pressure, because that’s something they need before they lose weight. So I’m looking at this customer journey, like what are the things that are happening before they come to me? And the things that happen after? Because that’s where you’re going to fit in. Your dream 100 partners are going to be better here and here probably, than the other place away. Alright guys, thank you for listening to the first of the three parts of my presentation at Dream 100 Con. I hope you enjoyed it. Hopefully it’s getting the wheels in your head spinning about traffic and kind of how traffic works. Tomorrow I will give you guys part two. Thanks so much and we’ll see you guys tomorrow.

Episode Links: Grasshopper Adventure Series Specialized Diverge Marin Museum of Bicycle talk April 26 (Fairfax, CA). Old Caz Gravel Ride Loop  Grasshopper on Instagram Grasshopper on Facebook    Automated Transcription: "Once we started doing an old cars, then it became tricky. That's kind of the defining roads of the grasshopper adventure series and I think, in some ways, for the development of the gravel bike." Miguel Crawford, Founder and Present of the Grasshopper Adventure Series That was this week's guest, Miguel Crawford, talking about the Grasshopper Adventure Series and the Old Caz route and the influence it's had on the sport. The grasshopper adventure series has been going on for 20 years, which is an amazing accomplishment by Miguel and his team. I was stoked to talk to Miguel and learn more about how the event got started 20 years ago about what kind of equipment they were riding along the way, how that equipment's evolved and what the future holds for the grasshopper adventure series. So with that, let's take it away. Miguel, thanks for joining us on the podcast this week. It's my pleasure. Thanks for having me. I always like to start off by finding a little bit about people's cycling background. So how did cycling come into your life? Well, I grew up playing on multiple team sports. I grew up playing a soccer and basketball and baseball and was a competitive athlete. I graduated high school in 88 and I'd always been interested in bikes. My drafting teacher in junior high was a bike rider When it was time to get a bike, in high school, it was 1988 and I'd always wanted to get a road bike. And my sister at the time said, hey, these guys in Santa Rosa doing this cool thing called mountain biking and said, oh, that sounds even better. And so I bought a used Stumpjumper in 1988 and the timing was perfect in terms of my personal life, looking for something challenging and exploratory and also trying to find a sport that didn't require me to be involved in a team and a pretty much it's been about bikes since then. Right on. And have you always stayed on the mountain bike side or did you pick up road riding along the way? Well that's a good question. So when I went to school, Humbolt State and it was my transportation, so I had slicks on and that I'd put them out by putting on these on. I was talking for it. I'd always wanted additional bike second by couldn't afford it and way I would move back to Sonoma county where I grew up in Sebastopol, eventually picked up a used road bikes from a friend of the folks I started riding mountain bikes, road road bikes. They weren't roadies at that time. He kind of saw people being in one camp or another. But for me it was just as fun to begin riding a road bike. So that was probably a 92 started riding road bikes. Yeah, it is interesting how we do designate ourselves in one camp or the other. I've always had equal footing, I feel like on the road and the mountain that's when my gravel so interesting to me because it's drawing from both sides of the sport. It didn't take me long to to realize that my love for cycling and in my past experience with competition, you know, well to the other, so I started competing in mountain bikes and then my group of friends, you know, out of Occidental, which is where I was living road road bikes as well, and so the roads in Virginia county though, and she may or may not have seen, I mean it, you may as well be on a mountain bike, so it's extremely challenging. It's not as if I was in UC Davis or in the flood plains and so to me it really was. It didn't seem like that different of a, of an experience, but my true love is mountain biking has, has always been, still is. It's more thrilling to be out there where there's no cars and be on the edge of the world on our little trailer. That's just what I love the most. Yeah, absolutely. That's something that drives a lot of us. Just the sort of sense of adventure and getting away from it all. So I'm excited to talk to you about the grasshopper series. Literally every single person I've had on the podcast has referenced the grasshopper adventure series as one of the events that one of the many events in the series that they love to go up and do. It's 20 years old, which is unbelievable to me. When I found out about it. When you made the announcement at old cas this year, can you tell us about the origins of the event and how it got started and what it was like back then? Yeah, for sure. Well, for one, there wasn't the Internet and there wasn't that web platform. You didn't have, you know, wix or whatever. You couldn't spend half an hour and create a webpage and have an event and basically I was as a teacher, I was sitting at my desk, so I was racing on the weekends and training and teaching and I've been a teacher for 23 years right now and so it's. It's been a good balance between my rating and putting on these events and then what I do as an educator. And so I remember the weekend, a weekend and midweek I'd be thinking about my rides. Think the epiphany for me was after driving down to pine slot, which is a beautiful area, but I think we spent six hours of driving and then a hotel and we went to go race and I got had a bad day and ended up in the or and in Fresno behind bulletproof glass and it turns out had a kidney stone and it was a crappy day and a lot of money. And then I got back to my place and Occidental, I thought, you know, I don't want to drive. I don't want to be in hotels. I don't want to spend money and I also didn't want the experience. But what happens in road races if you're not at the sharp end of the field, the whole rest of the group just rides neutral. And for me it was training and so that sort of, you know, mountain biking. So I thought, well, what if we take. We start from where we live so I don't have to drive. We invite the people who's competitive and we'll have just an agreement that there's no waiting. There's going to be no aid and no support and we'll just see how it goes. And my girlfriend, my wife at the time, my wife would write the results at the end and we'd go drink beer and eat pizza. And um, you know that that's how it started. Was there a specific route that kind of kicked it all off? Well, everything started out of Occidental, which many of them do. The very first one include willow creek, but it didn't include old, it was a Sweetwater, which we're doing this in a couple of weeks and then all the way out the river and up will a creek. So from the start it was for me as a mountain biker to look for something that was interesting and fun and had and had dirt so that, that was, that's been, that's been a part of it all along. Were they the men and women who participated back then? Were they riding mountain bikes or road bikes? What were they on? Mostly? Well, you know, it's interesting. So at that time I'd say most people on a road bike. So the folks who are, so again, this is before Internet, I tried to call people or mail something so basic, I knew some folks down in Santa Cruz, I knew, uh, uh, Rick Hunter, and then in Santa Rosa there was some folks and then curtis English I think later came from, from Napa area. So the Santa Cruz group, because of their background, we're coming up on cyclocross bikes and then up here we're all on [inaudible] and charge tales with skinny tires. But the first couple ones that included roads were on road bikes. So we're also accustomed to writing road bikes with 25 or 28 had done in many parts of the country. Uh, so that was primarily once we started doing an old cause then it became tricky and I think that's kind of been coming to defining road for a, the grasshopper adventure series. And I think in some ways for the development of, of, of the gravel bike that, that particular, that particular route. Yeah, I think you're absolutely right. I was talking to someone the other day about my experience at old cars, which I've done it twice. One was about, I'd say eight years ago on a cross bike with cantilever brakes and then again this year on a unquote gravel bike with disc brakes, 6:50 p size wheels, [inaudible] tires, and it was like night and day. I enjoyed sort of every pedal stroke of it this year. Whereas a member feeling in that first year that I was excited by the adventure, I love the river crossing all the elements of the day, but I was just getting the crap kicked out of me all day. Oh yeah, right. The gravel bikes are crazy. I mean the diverge I'm on right now and rides and descend better than my old boss off road on the road. It's got fantastic geometry and so at the time he was also around and, and it's, you know, now every, every almost everyone who's making your gravel bike, but there was some resistance. There was the idea of like you have a road bike or you have a mountain bike or do you have a cross bike? And the geometry and the angles and the very aggressive angle than some of them. And then the high bottom bracket, it wasn't, it wasn't perfect, you know, and I think what also added with the grasshopper and old cars is when you add that competitive element and people start to be concerned about what really works best, you know, if you're just cruising and you're on the same bike, it doesn't, it doesn't really matter. But since we're adding that, that [inaudible] like, you know, who's, who's the crusher for the year, you know, people would take it seriously. Um, especially, you know, Glen Fountain, Shane version in from Santa Rosa, Glen's been such a gear freak forever. Tweak it out on the details of tires and every single detail so that, that's kind of attitude as well as the tire manufacturing. I mean, that's, that's been a fantastic change and improvement for all of us. There really weren't many choices back then. Yeah, no, I think you're absolutely right. I feel like when disc brakes started to sneak into the cyclocross scene, all of a sudden people started, their eyes started opening as to what those cross bikes can do. And when the frame designers caught up a little bit and made a few tweaks for the kind of more adventurous rising writing and less cyclocross racing, all the sudden these bikes are just opening people's eyes to this gravel writing scene and in a totally new type of writing. Yeah. And it's putting us where we want it to be, which is off the road. I mean all this, you know, contend with traffic and no one, no one likes to do that. So it's given people the chance to ride roads in their backyard that they may not have written when they had to squeak by on a road bike with 25 c's and deal with floods, you know. And so I understand the mass appeal. Yeah, it's fantastic. And the comfort as well, you know, if you could run a [inaudible] on my boy, the wheels with [inaudible] wt, b's and a little while back and I think he was onset, uh, you know, on this 735 and just looking side by side. And I was like, damn, these wheels and tires just roll fantastically. So yeah, it really is coming down to the wheels and tires these days. Was there a particular point in the last 20 years where you started to see the equipment really caught up in the participation in the advanced? Just grew? Yeah. I'm trying to think of a specific Garret's done the last few years. You know, I wish we had photographs of the first eight, 10 years because everyone was the, the, the variety of bikes that would come up. It was just super entertaining and everyone just trying to make it work. I'd say the last three years pretty much everyone showing up with the gravel bike, just kind of the norm. Something happened last year that was interesting. One of the folks who've been doing the hoppers, he said, yeah, I'm buying my first mountain bike. And I looked at him and I thought what dawned on me that people that ride grovel for some people, it's been around long enough that that's the only bike they know and now they're discovering mountain-biking and they're discovering road biking. So I think that's an interesting evolution. Whereas for most of us rode mountain bikes and road bikes and we got into gravel. So, um, have you, have you considered changing any of the routes given the new types of equipment that are available today? Or is it staying pretty true to the original roots? True know. I think, you know, we'll talk about later about the branching out to the, to the Mondo event. For me, the hopper has been about Sonoma County, Virginia County and about the community of people. And so, um, it's about writing where we world and the country is a big place so he could go someplace and you could draw this perfect route, but it's, it's not where you live and it's not part of the people were there supporting your vet doesn't really make sense. And so all these are, are, are aware of where we are. So it's also been a big balancing act of making the course of safe and creative and interesting and challenging and also dealing with the fact that they're on open roads. So that's something I'll always taken very seriously. And they've morphed over time to make sure that they're all mostly right hand turns. For example, people may not have noticed that, but every time you make a left turn you're crossing opposing traffic. So almost all of them go in a counter-clockwise direction, right in a clockwise direction. Think we've nailed it. Pretty sweet spot. King Ridge, you know, for example, that one which has several sections that are now that kind of sums up, you know, the, the trickster role that I'd like to play. I think most people in this area had been writing here 15, 20 years or longer and it never done done King Ridge in that direction. I think even adventures or features of habit sometime. And so that I think that one's perfect. And then I'm looking at doing some other explorations of some areas that got caught. A couple of secrets and a can fill you in on those when plans get near. You alluded to the hopper. I'd love to hear a little bit more about that. Yeah, sure. Um, well my self, like many others who are a few justice yonder fans can lose huge amount of times. Now that we have google maps and Google Earth, and I'm, and I'm no different, so I have cited my paper Gadgeteers I have quite a collection of roots and uh, so for me, Sonoma County, Mendocino County and Humboldt County are the areas that I've really considered home since, since I was, since I was a kid. I've been looking at changing the format so that we could have a two day event, you know, and I busted possibilities of two days out of one place. So this event's going to be two days, but was camping in the middle. So instead of people driving and parking and doing their event and splitting and we're gonna all be together and my character camp ground in Fort Bragg, so we'll bring stuff out there for people. It'll be two days of about 75 miles each. And they bought, each of the days will be half gravel. So I think it's just going to be a fantastic two days. You know, when you get into Mendocino County, Humboldt County, it's not hard to find a loop, but to find something about that length, that to loop single loop is tough. I think when I was looking at doing is all one loop. We were looking like a hundred and 35 miles and 15,000 feet of climbing or something and a decreases the number of people that would be interested as well as the logistics of keeping track of people. This was going to be a good one was it gives people a chance to do roads you may see on a map, but it just wouldn't make sense. And I feel like that's ever since I've been writing whether doing mountain bike trips in Downieville or Tahoe or in Moab or crested Butte, I've always been the one to like look at the map. Like, oh my God, where can we go look at this? And for the most part people trusted me to put together things that were, that were interesting. And I still feel like I'm playing that role. Uh, even though it's become more popular for people to go out on their own hosting these events and saying, hey, check out this. I do feel like it's a big driver for the community. Just like it was back in the early mountain bike days. We all used to sign up for events just to go try new terrain and have someone map it out for us. And I think gravel riders are, are really seeking out those kind of adventures, whether it's a few hours from home or many hours from home. We all want to try new things. Absolutely. You know, and I think I'm a little. I'm a little Virginia centric where we're buying so much open space and mountains in there. You are in Moran and, and north of San Francisco and in this area. But I think about the amount of people who live east of the rockies. People want to get out of the cities or people who live in big cities. They want to get out. And uh, in those areas there are tons of gravel roads. And I think for the most part, events are happening organically where people live. And say let's, let's do this. So that's cool to see. I was always curious about your sort of thought process. Do you consider the grasshopper series races or something else? That's a good question. I've often said they're not racist, but they're harder. It's kind of gone back and forth. I really want it to be something for everyone and I think that they're unique in that you have to coordinate and Ted King and Jessica Bush and Levi, some of the top 10 dam out and then you have people who finished twice as long later. But I think one thing about cycling in these type of events is there's that personal challenge isn't as race, and this was very intentional by me when I started these is people would ride differently. When you say it's a race and people will make decisions in my opinion, that are in their best interests of the group. So I'm really careful about calling it a race. As you know, there was a point standing in a podium, but basically every Wednesday afternoon ride all around the country, people have erases the grasshopper, so they are competitive. They were always meant as competitive training events. It's gone back and forth in terms of the permitting and insurance and also the logistics of actually closing down at an event like you went to her. California. It's not, it's not possible in this area. So there's a couple of reasons why it is purposely a little bit. I'm not clear as to, as to what it is. No, I personally love, I love how it's called the adventure series and I love in my mind going out there and just having an adventure and I do think it's cool like upfront that it's local pros that are killing it, but for me the races in the middle of the pack somewhere and I'm all about just enjoying the day out there and I have to say that each of the grasshoppers I've done, it's always just been a good day out and when you get to the finish line that's even better. Yeah, I appreciate that. You know, I've had, I've had the experience, so my oldest kids are 15 and 12 and have a two year old, so there were times at least one year where literally every ride for five months was just a grasshopper. I went from grasshopper to gossip and I did them all and I had the experience of writing initially to try and win them and then writing in the top 10 and then being way in the back, so to be in this group of field. And they became, they became my peers of every single person was giving it as much as when we were in the top 10. And I was. And it was the kind of a light, a light bulb moment. And they were having that same experience as the person that was 45 minutes faster. And I thought that's beautiful, you know, um, in the sense of accomplishment and achievement. And a lot of folks don't see each other all year and they'll come out into a hopper and 20 miles into it there with someone. They're like, Hey Tony, hey, what are you doing? Because the fitness is the ultimate equalizer. And uh, you know, and I think that's one of the beauties as the events gotten larger in terms of numbers, that it's more likely that you're going to end up with similar people, whether it's an old cows or a king rage or super sweet water. Now it should. People telling good stories about that. Yeah, absolutely. And I do. I don't think that if you call it a race and many of the races we've done on mountain bikes or road bikes when you're off the back, when you're middle of the pack, you're rarely like looking over and having a laugh with someone. There's still that weird race intensity that I think part of it's being in the dirt. Part of it's driving these gravel bikes. Part of it's just these cool events. You just look over and you have a good time. You know, you're not trying to crush the guy next to you for 407th place. Exactly. And I, and I, one of the things I used to openly joke about when I started this as friends who would, they would do old cars and they wouldn't do the other. And I'm going to Visalia, I want to get my upgrade points from my [inaudible] to my four. I'm like, OK, whatever. So we coined this to profaned to her upgrade points. And uh, that rung true to a lot of people when you look at the movement of gravel and have the type of competition is like, I think it is important to, to acknowledge, uh, the, the top people and to strive for that. But I also don't believe in the minutia of all the age group categories and ability categories so that everyone gets a medal. You know, I don't think that's the experience they're all looking for. And I think that's kind of the direction that it was for a while. It may have all back into that, into some level. I don't know. There's not like an overall governing body for all these events that are, that are popping up, you know, and that, that's a good thing. So um, yeah, I think it's interesting in the gravel writing community, and we've talked about a little bit before on, on other episodes is it seems like there's a couple of different directions. The way these events are going, there's the kind of four to six hour events and then there's more of the ultra endurance events that are out there and it's going to be interesting to see how it all shakes out and chances are it won't shake out. I think there's room for all types of events for different types of adventures. I agree. And for different, for different people and for different reasons and for different periods of their life as well. For me, my demographic and almost 50 now and I still like to be fit and compete. So it'd be to show up and race local pro doesn't make sense, you know her last or second to last where I compare my times. But to be able to compete in the 40 to 49 category, I mean there's some super fit guy. He's got a hundred and 50 guys show up at old cars. So there was no podium, but that group of 100 or the top 25 people under 40 or 49 and they know who those people are and they know where they rank and so you're allowed to be competitive without that being the ultimate motivator, you know. So I think that's a, that's a beautiful thing in sport in general and I think it's important to cultivate that in, in our events and the grasshoppers and you know, that that's important to me. So is there one event that stands out as your personal favorite? Well, [inaudible] just for a little piece. So I'm not quite the blogger but on facebook, you know, it feels to me right now the Sweetwater, this one coming up and I'll, and I'll tell you why it's because it's just weird. It's like four of our biggest clients is basically a road ride, but then you throw in the middle which is gravel. So it's what I call upper and they're like, oh shit, it's mixed birthday because you can't say no and you gotta go do it. So we do a huge road ride, but then we do old guys in the middle, which means, you know, it's crazy to just ride a gravel bike because you only have that, you know, eight, 10 mile section the gravel, uh, but if you just ride your road bike that it's kinda tricky. And then the fact that we go from the river valley, we do all caps, we have the creek crossing, we climbed to the top of a Fort Ross with the Myers grade descent, which on a clear day it's gotta be one of the best defense in the world and it finishes with the Coleman Valet Con. But truly the best grasshopper for me is the one that I just wasn't really recently did. I mean it, all. Loops that are just that they're all fantastic and they're all a little bit different. And are there some memories of the last 20 years that stand out to you? Oh yeah, for sure. This year, pulling off old cast, it's successfully is a big memory. The size of things and just the frenetic energy around it. Um, you'll feel satisfied about that. I say some of the most inclement weather days stand out the most. We had a couple of those last year, I'd say probably the most striking, whether one was, I can't remember the year, but there was a year where everything was flooded and tomatoes area and we're doing Chileno volley and in that area it's interesting because um, the oftentimes check the rain, but in that area you have to check the tide tables because the creeks and highway one flood based upon high tide. And so when we rolled out towards valley for this, when we went down into freestone volley Ford road into front, into Franklin school, the [inaudible] cough was fine, but it didn't rain that much today. But the tides went up. So by the end of the day and we came through. No, that's not true. It was flood. Actually. I remember that there was a Volkswagen bus that was. So it was about the height of the middle part of your down to at the start of the day. And then at the finishing day, myself and Devin I guess, and a few others were coming through valley for. And I remember him falling over and he actually completely submerged and this was on a paved road, so we're riding through a flood and then uh, and then the sprint, which is like six of us entailed going up the freestone valley Ford Cutoff and when that floods it actually has a current. And so you re, I mean the roads size of a small county road, but you had to literally ride right in the middle because if he fell in the ditch, I mean it's eight, 10 feet deep. So that one, just because of the miraculousness of us pulling it off really, really stands out to me. I should've, I should've made notes that since, I mean 20 years of five hoppers a year. So that's a lot of. Yeah. Well, I think another, another story is one of the cold days. I'm King Ridge for one of, by, by one of my best friends in the old Lewis. It was doing pretty well. He was ahead of me actually. I rolled into Jenner to get some food. It's one of those days when it was so cold and you had to stop because we didn't have hot food or drinks there and he was pulled over at the market instead of getting like coffee and a snickers or whatever, he was buying a huge piece of smoked salmon, like all I could think about was to buy the first thing he saw and there was a guy standing there, so I think he spent eight, 10 bucks, says Sam and on the side of the road. That's symbolic of people just being completely empty and a emptying out there. Yeah, I mean it's, it's why people talk about it for three or four days after every grasshopper. Just these memories of the adventure of being out there. I think that's a good way to sum it up. Yeah. We didn't use to have any water or support for people, so that made it a little extra extra challenging. I feel fine offering Osmo and Goo and, and, and, and sponsors product in nutrition. I feel like that's still not, not, not cheating, both having cold beer for people, but the top. Nobody minds that too much. I think everybody appreciates it a lot. It's amazing. I mean 20 years. That's so awesome and I can't express enough how cool that is. I think a lot of people would love to know, do you have any tips for first time event organizers to help them kind of pull off something successfully? I'm a funny guy to us that as I don't have a business degree and totally organically I'm, I'm doing it where you live and what their core is is, is really important. Obviously from a business point of view, there's other things you need you need to look at, but I think just starting on doing a route that's fun to ride and focusing on that, you know, looking out after people just enough so that they're safe and covering your bike, but make it a little bit edgy, I think, uh, is important in this type of this type of event. Putting it on in a way that's not going to create conflict with other users in your area, whether it's hikers request or people on the road. I think that's something that we always have to be mindful of. When we looked around 100, 200, 300 cyclists out there, that seems like you guys have done a great job of embracing the small community of Occidental in a way that, as you said, 600 people can come into town and try not to disrupt things too much while still bringing economic value to the community. That's the goal of doing that. Exactly. I'm pretty much, I mean we took over the town and then hopefully they see it as, as a, as a plus. So, you know, it's not business as usual. Um, I know people love and look forward to coming to that town and I think, yeah, taking a destination that you can have a relationship with that, that is important. I'm really looking forward to doing this one again to Mendocino where it's kind of spreading out and connecting with different people. I know up in that way, giving people a chance to, again, I think one of the things it wants to do an event a few times, it's kind of a known thing and a known factor. Although there's always like, how fast can you do it? This Mendocino [inaudible], there's certain pieces when we look at them apps, but it's like you're out there when you're writing Sherwood road, you have 35 miles of dirt from the Ridge on wheels to the coast, you know, so both of both sections of that gives you this really sense of exploration and so that's important to me and the next phase is continuing to have things that have that, that unknown factor and a little bit step by step outside of the comfort zone. Do you see more events coming in to the grasshopper series? I don't know. I think just this event's going to be unique and stand on its own. I think people are. There's been a lot of interest in it. I think after the first year, the report back will be that that was a pretty amazing experience and be able to end in camp right on the ocean. It's not. People aren't quite that accountant accustomed to leaving. They're leaving their things and two day events. Yeah, I was something else. Interesting. You know, there's something in October that might be going on in the second day, wouldn't be necessarily a big ride, I think back to back days and then travels a little bit taxing. So something a little bit more social or educational, cultural on the second day and a time to unwind and just be together and the first day of big riding. But yeah, cut some ideas. Nice. Hey, but why not? Why not a week? Why not a week long? Right? Yeah, absolutely. If we can all find the time off from our families a weekend thing. Yeah. I think that's been, that's been the key of this, of the, of the nor cal community with this stuff as well. I really appreciate, you know, as people, a carve out the time and their daily lives to make time for them, for themselves, you know, to do it their love and keeps her passion gone. I think that all makes us better people with our relationships in our families and our work and really that's where it comes from for me, uh, as, as the teacher, you know, it's like giving us something because we all play bigger roles, more important roles outside of the cycling. And uh, to me it's a, if it's all about biking, it's just a little bit too narrow. I think it's a vehicle for us to be in the world and uh, the northern California cycling community, I'm just impressed with the men and women who just like do so much for each other and for the community and while at the same time finding times to get out and shred and that speaks volumes to the people here. Yeah, absolutely. I think that's pretty natural point to finish our conversation today. I think there's, I mean it sounds like there's really cool future ahead for the grasshopper adventure series and a couple of new tricks up your sleeve and obviously if anybody hasn't been out to one of the events, encourage you to get out there. They're a part of California is beautiful. Yeah, I appreciate it. And let me, let me not forget to give a plug for, uh, for, for Lake Sonoma, it's like 27 miles of just ripping on single track. It's like a flow trail and uh, the hoppers is about being able to share it on every slide, you know. So you've got your cross bike or mountain bike and your road bike. It's a good place to start out. Where's the best place to find information on the series? Our webpage is the best grasshopper adventure series a, you know, follow us on Instagram, a grasshopper adventure series, our facebook page. I tried to keep things active there as a, as a place where people gather information, but our website's got everything I need to know. I'll make sure to have everything in the show notes on that and that really appreciate you spending the time with us today. Hey, my pleasure So that was great. Talking to Miguel this week, the grasshopper adventure series has meant so much to northern California and to the gravel cycling community, I hope would be event organizers. Learned a few tips from Miguel about how to put on a great longstanding event. And how to integrate into a local community and in some late breaking news, I just learned that there Morin Museum of bicycling in Fairfax is interviewing Miguel on April 26. I'll put the link to the events in the show notes, but I want to encourage everybody to go out and see Miguel in person and see some of the great damages he's captured over the years hosting the grasshopper series. As always, thanks for listening. If you have any feedback, you can hit us on instagram at the gravel ride. Shoot me a note at Craig at the gravel ride that bike. And also don't forget to share rate and review this podcast to help us get found. Until next time, get out there and get some adventure and we'll see you soon.

ESPN Cleveland Browns analyst Tony Grossi joins The Insiders for "Hey Tony." He takes a look a few upcoming NFL free agents and if the Browns would be interested.

ESPN Cleveland Browns analyst Tony Grossi explains on "Hey Tony" why he feels DeShone Kizer is ready to take on the starting role for the Browns.

ESPN Cleveland Browns analyst Tony Grossi explains on Hey Tony why the Browns may have gone with Brock Osweiler over Cody Kessler and it has to do with 20 yards.

The thing that’s probably keeping you from actually getting what you want. On this episode Russell talks about the first time he met Tony Robins and what he learned about himself when driving in a car with him. He talks about the importance of not being driven by significance. Here are some of the interesting things in this episode: Find out how Russell felt meeting Tony Robins for the first time. Hear how Tony helped Russell realize what drives him, and why it needed to change. And Find out why being driven by significance will lead to a miserable life, and why you should strive to be driven by love and connection instead. So listen below to find out how Russell has changed his perspective since meeting Tony Robins. ---Transcript--- Good morning everybody, welcome to Marketing In Your Car. It is so cold here. Insanely cold. All of the ice, or the snow is now shards of glass and it’s crazy. That was the noise, if you’re wondering why. I was driving over the shards of glass in my car. Alright, so today I have a very special message and this one’s important for everybody including me. Alright so I’ll tell the background of this story. A lot of you guys know I talk about Tony Robins a lot. He’s coming to Funnel Hacking Live, I’ve been a big Tony fan for forever, as long as I can remember. And the first time I met him was a really cool story. So I went to UPW, actually let me step back. What happened is I was at my house one day working when all the sudden my phone rang, I picked it up and it was somebody on Tony’s team saying, “Hey, Tony Robins want to meet you. Can he meet you today?” and I was like, “Is he in Boise?” He’s like, “No, he’s in Salt Lake, can you come over. He wants to meet you.” I was like, “I’m in Boise.” And he’s like, “Oh, I thought you lived in Salt lake, that won’t work then. He’s going to be in Tron the next week doing UPW. Can you come and be his guest and then he’ll have a chance to meet you there.” I was like alright, how cool is that, yes. So I booked my everything to go to UPW the next week, and I’d never been to a Tony event, I didn’t know what it was. I assumed it was like a marketing event. So I showed up with my backpack and laptop and I was going to sit in the back and take notes. And I get there and people are jumping and dancing. If you’ve ever been to a Tony event it’s closer to a rock concert than a seminar. Anyway, I was not expecting that. By the end of day one you walk on fire, day two I had shin splints, I lost my voice completely. That’s how crazy it is. So if you haven’t gone yet, you should really, really go. At the event, first thing he teaches this really cool concept called the six human needs and I don’t have time to go through all of them right now, but I need to touch on it, because it’s important for the next part of it. So basically the six human needs, there’s four human needs of the body. There’s certainty, humans want to be certain. And then there’s variety, you want things to be crazy. Those are two needs that kind of conflict with each other, but they’re both there. And then there’s significance, we want to feel great about ourselves. And then there’s love and connection. I think I’ve done a podcast in the past about this, but I could go on for, I could teach a two day seminar just on that because it’s so cool. And then there’s the needs of the spirit, which are growth and contribution which is a whole other….anyway, we could go deep but I want you to understand that there’s those four. So significance, love and connection, certainty and variety. Those are the four that we have to get met in our life. And there’s one for you. Just so you guys know, there’s one that’s your driving force in life. You’re either significance driven, certainty driven, variety driven, or you are love and connection driven, and it’s interesting. So I’m going to leave that there. I wish I could go deeper, but I can’t in this podcast, because I won’t make it to the office, it’ll be a long call. So anyway, so I’m at UPW, he teaches this stuff, I’m fascinated by it and then the next day I’m supposed to meet him. So day two of the event, Tony’s not facilitating it, there’s somebody else facilitating it. So I started getting text messages from Tony’s assistant. “Hey Tony wants to meet with you in an hour.” I’m like, “Alright.” Then I get a text like 45 minutes later, “It’s going to be two hours from now.” Anyway, throughout the whole day, I think our meeting was supposed to be at 10 in the morning, I was getting texts every 30 minutes for 10 hours. They kept pushing and pushing and pushing and finally I get a text, “Okay, Tony is ready to meet you. Here is the address.” This is pre-uber and I’m like, “Okay.” So I jump in a taxi and give them the address and they’re like, “This is like 45 minutes away.” I’m like, are you serious, is Tony not in the hotel? So I get in the car and we’re driving and I’m hoping we’re going to the right place. This is going to be really embarrassing if I’m….So the taxi driver takes me to this hotel, drops me off, I text him, “Okay, I’m here.” And then this guy texts back, his name is Jay Garrity, and Jay would, just to kind of put it in perspective, so you feel my nervousness of this situation, Jay used to be the right hand man for I’m blanking on his name right now, for Mitt Romney when he was doing the first political campaign, the first time he ran for president. He was Romney’s right hand man, and then Tony hired him after that. In fact, most of Tony’s team at the time were old Romney advisors, which is kind of interesting. So we get to the hotel, Jay Garrity comes down from the elevator, very professional, the opposite of me. He’s like “Mr. Robins is not ready to meet you yet, so sit in the lobby and wait.” So I’m like okay. So we’re sitting in the lobby waiting and it’s almost like secret service, that’s what it felt like. Jay kept looking at his phone, looking at his phone. Not ready, not ready. Probably sat there for another 45 minutes. Then all the sudden he’s like, ‘Okay, Mr. Robins is ready to meet you.” We stand up and I was like, “Ahh.” Super intense and crazy. We jump in the elevator, go up to the floor, start walking down this hall really fast. We get to this room, the door’s open, there’s two security guards on both sides inside the room. I’m like, what in the world. We walk through the security guards and all the sudden Tony, this giant of a man, walks in and says, “Russell, welcome!” and gives me a huge hug. I’m like, “What.” Super crazy. Then he has me come sit down and he’s made me dinner, you know someone made me dinner. And at the time he was pure vegetarian, so its like this dinner that was the most amazing thing in the world and it was pure vegetarian. I was like, “I could be a vegetarian if I had someone to cook this way.” It was amazing. Then he took out his recorder, clicked record on it, set it on the table, opened up a journal and started drilling me for an hour, asked me question after question after question. It was insane, I’ve never been more nervous in my whole life. Drills me for an hour, we’re done. We finish eating, we talk for a little bit and then he’s like, “I gotta go back to the event.” So we go down and jump in this big suburban. Someone’s driving. Tony and I sit in the back and talk and it was interesting while we were talking, he was talking about a deal he was thinking about doing with someone in our market. I won’t say his name because most of you guys would know who this person is. He was like, “I don’t think I’m going to do the deal because he’s very significance driven.” I was like, “Huh, interesting.” And then after he said that, I started thinking, at first I’m like, oh man that sucks for that guy. And then I’m like, wait, what drives me? Am I significance driven? Tony can see into my soul. I’m freaking out, what does he see about me? What’s driving me? I was so paranoid and panicky, it was crazy. Then we got to the event. Tony’s like, ‘I gotta go, call ya later.” Jumps out of the car, goes into the hotel, and I’m standing in the front lobby like, “Huh.” That was the most intense three hours of my life. It was just crazy. But that thing he said, “Very significance driven.” So I started thinking, what does that mean? Basically it comes back to the four human needs. One of those is the driver for you that drives most of the decisions in your life. But this person he said it was significance. I was like, apparently that’s bad. If Tony didn’t want to work with this guy because he’s significance driven. I was kind of confused at first. Then a couple months later I went to Date with Destiny. If you go to Date with Destiny, it’s a six day event that Tony has, it’s amazing. It’s like UPW times ten. In fact, I feel bad for people who go to UPW and only get to walk on water because you’re missing the depth of what Tony actually has to offer. So I go to this next event, and the events there’s so much stuff he covers. But if you look at the one, the biggest things you work with at the event. He helps you identify the six human needs, which one is currently the driving force. And for most people it’s either significance, or certainty. I wish we could get into a couple hour talk on this, because it would make more sense, but he also said, the quality of your life is 100% dependent on your ability to, how do I say it right? It’s 100% tied to the need, your driving need. So if your driving need is significance, that’s going to make you miserable. Whereas your driving need is love and connection, the opposite, then you’re going to have a great life. Same thing with the opposite, if your driving need is certainty, while it’s important, it’s a need we have, if that’s the driving force in your life, you always have to be certain about everything, you’re going to be miserable. So it was basically helping you identify what is your driving need. Then learning how to shift that to the other thing. If you’re significance driven, learn, teaching how to be love and connection driven. If you are certainty driven, shifting it to variety. Because the quality of your life is going to be completely dependent upon your ability to have variety and love and connection. That’s what gives you a good quality of life, not the other two. But most people, it’s these other things that drive them. And that’s what’s interesting. I was listening to that and for me, I’m and I think, most entrepreneurs, I’m definitely heavily driven by significance. In fact, now that I’m so aware of it, I hate it. In fact, in the world I work in, most, not most, but the majority of the people that I work with, the reason why they are in the guru business or whatever is because they are significance driven. And that’s why I always hear people, you get to know who these people are, and you don’t actually like them because they’re driven by this thing, no one knows, they don’t know what the cause is, but it’s because they’re driven by significance. I’ve been doing a deal with a person who are trying to, someone who I highly respected and that’s why I’ve done this deal, I’ve never met a human being on planet earth that’s more significance driven than this person. And it’s completely ruined the deal, it’s ruined the relationship so much so, this is someone that I idolized. This is someone that if you would’ve told me 5 years ago that I would have a chance to talk to them, I wouldn’t have believed it. And now I’m avoiding their texts, phone calls. One of the most annoying human beings on earth because the significance is such a driving, the only thing this person can see is significance. Everything is tied to his personal significance and it’s destroying him. I looked at this business, the people around him and he’s destroyed everything because he’s so significance driven. As a person he’s still brilliant, but a miserable life. I can’t imagine it. And I have this struggle because it’s a constant thing for me, and I’m sure for a lot of us. Significance drives us, we feel that. That’s why we’re entrepreneurs, why we’re out there. Why we want to be onstage and write books. But I, because I’m aware, I try to check that all the time because I hate that. That’s the thing I actually hate about myself. I hate that I’m significance driven. When people give me good compliments, I thrive off that. I love that. But then when I, after I feel that, it bugs me because I’m like, “No.” I love that, but I can’t and shouldn’t be significance driven. IT’s not a good quality of life. I need to be driven by love and connection, by variety, these other things that actually increase the quality of your life. Because connection, even if it’s not about “Look about how great I am.” It makes you feel good, but it doesn’t help anything else. Love and connection is where you’re using your tools, your gifts in a more meaningful way. So I don’t know. For you guys, I just wanted to share some of that in a ten minute message, I wish I could go so much deeper. But start thinking about that stuff. What drives you? If your personal significance is the driving force for you, I’d recommend stepping back from that. And it’s always going to be there, but being aware of it, like, “Man, I am just doing this for significance to make me feel better?” and if that’s the main reason you’re doing something, it’s the wrong reason. If the reason is that you really care about people and you’re trying to give them something, you have this love and connection towards them, it’s just a better way to live. I think people will see it and notice it. I hope people notice that for me. I, despite the fact that it’s a constant thing that’s there in front of me all the time, I’m constantly trying to check it and put it in the back and default to the love and connection, these other things because I know what’s important and what actually helps other people, not just your own ego. Ego is the enemy. I haven’t read the book yet, but I bought it and I bought the audible. There’s a book called Ego is the Enemy, I’m excited to read it because I think that’s what holds most of us back from true love and connection. From happiness, growth, from all the other things we want. I feel like, our ego and significance we’re craving is what holds us back from that. And if we are aware of that at least we can do something about it. I wasn’t aware of it. I look at my career the first 5 or 6 years of my business, prior to meeting Tony, I was not aware of it and it drove me, and it drove me, and it hurt my marriage, it hurt my family life, it hurt my relationship with friends. There were a lot of issues and again, I’m so far from perfect. I still do things because of significance, and I hate it. But I’m aware of it now, and I try to not make decisions based on that. I try to make decisions based on love and connection. How will this help others as opposed to how does this put me on a pedestal? And it’s been good, it’s been really good. The relationships that have come from it, because of that. I think our ability to affect change in people’s lives have been tenfold. And the interesting thing, this is the craziest thing about it. As I have tried to push away significance and focus on love and connection, I have become more relevant and it’s weird. I’ve gotten significance by not going after it. It’s weird. This person I’m dealing with, this person, despite the fact that they’re brilliant, they’re no longer relevant in our market, which is insane based on who they are, what they’ve accomplished and done, there’s no relevancy. They’ve been driving and chasing after significance for so long, they’ve completely just destroyed all their relationships. Their market knows that it’s all about them. They’ve destroyed what they sought after. They have lost all significance, because they’ve been seeking after it. It’s so weird. Whereas if you don’t, you seek love and connection, you seek that change in other people, you seek that, you will get the significance you are trying to get as a byproduct of it. It’s so fascinating. So I hope that helps somebody out there. It’s definitely helping me in being more aware of it as I’m watching it unfolding before me. If you want those things, that’s kind of the work around. Hope that helps you guys. I’m at the office working, I will talk to you all again soon. Bye everybody.

  I had never been to professional hockey game. One time while visiting our corporate office in New Jersey, Peter, the President of our company came up to me and asked, "Hey Tony, would you like to go to the hockey game tonight? I've got 4 tickets and I can't go." I was up from Atlanta for an executive meeting and by myself. But, I had never been to a pro hockey game before, so I said yes. I invited one of my staff  in the office and his wife to attend with me. My first hockey game turned out to be a Stanley Cup match with the New Jersey Devils. I was excited to see the a fast-paced hockey game with a lot of excitement, OK - fights. I watched the players skate around, pushing the puck around, passing to other players and going up and down the field, or rink in hockey. I watched and watched and watched and the buzzer goes off, signaling the END of the first period. Now, I know hockey is a low scoring game, but I looked up at the scoreboard and saw the SOG = ZERO. SOG is Shots on Goal.  That's how many times a player TRIED to shoot the puck at the goal. Zero, Zilch, NADA  SHOTS ON GOAL. Holy Crap! Did I just watch a Figure Skating Competition?  Was I at the wrong event? I was underwhelmed. When I heard this quote, it reminded me of my first professional hockey game. The trouble with not having a goal is that you can spend your life running up and down the field and never score - Unknown If you don't have a goal, you might spend your life running up and down the field and never score. If you don't know what you need to do, you can only run around, up and down the field, never taking a shot on the goal. You could go on and on and never achieve your goal, because you don't know what it is or what you have to do. Now, just so you know, the New Jersey Devils went on to win the  Stanley Cup that year. And I also realize now that both of the teams at the game I watched had  ZERO Shots on Goal. Maybe that WAS their Goal during the first period. Know what your Goals are. You're the only one that needs to know, but you must have a goal or you could spend your life running up and down the field or rink and never score! Go out Today and Get The Goals You Set! Get Your Quote That Hangs On Your Wall on Goal Getting Podcast! If you have a quote that hangs on your wall, that motivates or inspires you and you want to be mention on the show, just do like Charlie Schrauth just did, create the QuoteArt graphic with your quote and send it to me at Tony@GoalGettingPodcast.com. Sign up for our mailing list by Joining the Goal Getter Nation and I will put your quote on the show, give you a shout out and put your QuoteArt on our show notes page. Subscribe to our Goal Getting Podcast Monthly Quote Pack Special If you liked this quote or our others on Goal Getting Quote of the Day, we have a monthly collection of 20 AWESOME wallpaper-size images full of great quotes. For $4.99 per month or just $49.00 per Year, we will send you our monthly Quote Pack to help inspire and motivate you. Example of a Quote Pack Just visit GoalGettingPodcast.com/images Today and SIGN UP! Thanks for listening to Goal Getting Quote of the Day. If you like this or any of the Quotes, please leave a comment below. I would love to hear your thoughts. If you like our podcast you can easily go Subscribe to our show on iTunes at GoalGettingPodcast.com/itunes or Subscribe to us on Jabbercast at GoalGettingPodcast.com/jabbercast The new Jabbercast App is the best listening experience for podcasts. Check it out.   Please follow us below on your favorite social media channel.  We would love to hear from you there, too. Send us a Tweet, or Instagram Like. You can connect with us on your favorite by going to GoalGettingPodcast.com / and then Twitter or Facebook, or Instagram They will easily take you to the social media platforms and make it easy to follow us. QUICK & EASY - Click here to go leave a review on iTunes I get a lot of my quotes from great books that I read. And if you like to listen to books on Audio like I do, I put together a deal with Audible to give Goal Getting Podcast listeners a FREE Audiobook of your choice AND a 30 Day Trial of Audible's service to try them out. Just click the link in the Blue Box to get to the Audible sign up! Get Your Free Audiobook Here Hi, I would love to know what you think of the show. Do you enjoy these Quote of the Day segments? Let us know by leaving a comment below. Make Today a Great Day! Subscribe to us on iTunes Like our Facebook page http://www.facebook.com/GoalGettingPodcast Follow us on Twitter: Podcast at @GoalsPodcast Tony Woodall, Your Host at @TonyWCMB Follow us on Instagram at @GoalGettingPodcast      

Things I thought about after talking to Tony Robbins today. On this episode Russell talks about finding level 10 opportunity after years of having level 10 skills but only level 2 opportunities. He discusses a recent phone call he had with Tony Robins to help him with his business. Here are some interesting things you will hear in today’s episode: Why Russell had a phone call with Tony Robins and how he was able to help him. How talking with another marketing friend made him realize he was putting level 10 skills into level 2 opportunities. And why focusing on a level 10 opportunity (Clickfunnels) has been so rewarding. So listen below to find out why having a level 10 opportunity is the key to success. ---Transcript--- Hey everyone! This is Russell Brunson and welcome to a late night… a very late night Marketing In Your Car.  Hey everyone, so I’ve actually just jumped in my car, and I’m heading to the gym to go wrestle because that’s what I want to do all day. If it were up to me, I would go back to when I was in college and just go back to wrestling. But I live in the real world, and unfortunately, it means I have to work and have a business, and all those other fun things — which I love, which it is not bad. But if it were up to me I’d be wrestling all the time, so when I get an opportunity to wrestle someone I am there. So that’s where I’m at right now, and I’ve got like a 15-20 minute ride to the workout room, so I’ll just hang out with you guys for a little bit. I hope you don’t mind. Today was a super fun day. We’ve been working on a lot of really cool projects and stuff as always. Man, I don’t know if you guys are loving ClickFunnels like I am, but I literally built out our entire seminar funnel inside of ClickFunnels. Yesterday, I built out one for our book launch. My book launch is coming up where I’m giving away my Ferrari. I built out, anyway, like three of four funnels in the last 48-hours. It’s just so exciting and so much fun — and I love it! It’s like a second, close to wrestling. Let’s just put it there. If ClickFunnels was a sport… man, it might even beat wrestling, but it’s close. It’s a close call right now. So anyway, it’s a ton of fun. And I had a really cool chance… Today, I actually had a call with Tony Robbins. Some of you guys, I’m sure, probably saw it. He recently did his big book launch for his MONEY Master the Game book. Which is an amazing book, and we promoted it and everything, and before the book launch, I saw what they were kind of doing and I messaged him. I was like, “Hey Tony, do you know there’s some things we can do to help tweak the sales process so it will do better for you?” But he just ran out of time. They were so busy with the launch and with him speaking at, you know, every T.V. station in America for a month or two that the book was rolling out. But he just didn’t have the you know, the bandwidth to be able to make the changes and adjustments he needed to, and because of that their funnel really suffered. You know, obviously, he’s not going to be able to share stats, numbers or anything, but he didn’t do as well as they had hoped. And so, I had to email them a couple days ago basically saying, “Hey, now that you kind of done with the whole whirlwind book tour thing, if you’d like, I’d love to give you some feedback on some pretty simple changes you can to your funnel to help things out.” He emailed me back and said let’s talk Tuesday at 4:30, and it was kind of fun. So I had a chance to talk to him and just talk about his funnel and his goals. One thing that I can say that was just really, really cool from my phone conversation, you know, we talk a lot in business about staying focused and having like one goal and one thing you’re working towards and being very myopic on that. And it’s been interesting — I’ve watched over my 10-year career here in this business, it’s 12 years now. Wow. Anyway, every time that I focus on one project and we start making a whole bunch of money, and as soon as I start making a bunch of money, my first tendency is to go and start doing like 30 different projects, and once I do that my whole business collapses. And then I get back, and then I have to cut everything and focus on one thing, and it grows again, and then I get excited and I start doing it. You know, I talked earlier on a podcast about cycling, and that’s one of the main reasons why I’ve cycled a couple times is because of that. And it was interesting because when I first talked to Tony, I assumed that he wrote the book because he wanted to open up, you know, a back-end financial division and all these things and he kind of indirectly did. If you read the book, you’ll kind of see kind of what he did. But it was interesting talking to him because the whole time he kept bringing it back to like what his core message is and his core focus and his reason why he’s here on earth. It was really interesting. He talked about, you know, bringing these financial buyers is like…“But we don’t have a financial back-end.” he’s like, “I don’t have a desire to build one.” He’s said, “My only goal, my only focus, my life’s mission is to change people’s lives through, you know, my personal development stuff.” He’s like, “And I want to get people over to that.” And I thought: Man, how powerful is that, that someone who spends four years writing a book, going on a mission to change this piece of the world, even though he did that to fill a personal mission? Like his only goal for that still is to come back to his core — his core focus. And that was just a real big lesson to me about, you know, having your one thing that you’re passionate about and you want to be best in the world at, and focusing all efforts there. You know, it’s been interesting, since we did launch ClickFunnels, I’m thinking a lot about that just because, you know, we’ve been trying to grow that and making it the best it possibly can be. And as lot of you guys know, I have my hands in a lot of different projects and opportunities and things like that, and it has been always tough for me over the last, you know, however many years of my career to focus on like, on a great opportunity because there’s so many good ones, right? For example, a lot of you guys know about my supplement that’s doing… you know, it’s still doing great. But the problem is, I’m not focusing on it. Like it’s sad, you know, like I shared numbers in the webinar to get people excited. Those numbers are actually really low, from what should be happening. Like that’s something that should be at two or three million dollars a month. Like if I was to focus 100 percent of my effort on that, it would be there in a very, very finite short period of time. But it’s not my passion, it’s not my focus, it’s not my thing, and so in spite of myself — just the fact that it’s there — it’s doing anywhere from $250 to $500 to $600. I think our swing, between like the high months and the low months, by $250,000 up to $600,000 a month, just consistently, without me doing really much of anything. Because I have no focus or effort there, it just kind of sits there and doesn’t really do much. And so, for me, I’m looking at trying like how can we sell this? And I’ve been grateful that one of my friends and one of the guys in my mastermind group is looking at purchasing it right now. Which I think it can be a huge deal. A great deal for him and a great deal for me because he’ll be able to have it, and actually put 100 percent focus on it, and give it the care that it needs and to be able to grow it. And it gives me the ability to start, you know, to take one more distraction away from me, so I can focus more on my core message. I also look at like our DotComSecrets Company. You know, for years my business model was: We need to create new offers. You know, just to create new offers to make more money, right? Like what’s something cool people will buy? Okay, let’s create this and create this, and we created some cool stuff. But it’s been interesting. As I’ve come back and look at how we transitioned that company, how we’re continuing to transition (and you guys will see that more and more throughout this year), that the DotComSecrets Company, the only goal of it is not so much to create new products and sell more stuff. We’ll do that, but the reason why that’s happening: You’ll see everything that we’re creating is very strategic to get people into ClickFunnels. ClickFunnels is my Level 10 opportunity, right? It’s the thing I want to focus on, and the thing that I want to dedicate my life to. You know, we’ve had people already ask us like, “Well, you know, are you going to sell it? How much are you going to sell it for?” And it’s been the funniest thing because any other business I’ve ever had if people asked me how much I’d sell it for, I’ve always had a number, instantly, in my head and with this one I don’t. It’s funny like… I would almost rather do anything than sell it. Like people… I don’t know like, it’s just so exciting for me that I literally want to be doing this in the next 10, 15, 20 years. I’ve never had a business where I can see myself doing it in 20 or 30 years, but I can with this one. That’s how passionate, how excited I am. And so, when people talk about selling it, it’s just like so far from my mind like it makes me sick to my stomach. Because I’m like I don’t know if there’s a number that I would say… I’m sure there would be a number I would say yes to, but if I did I think I’d always — you know, I have so much I want to do with it, in so many cool directions and things we’re going to be doing — and so, anyway, it’s just kind of interesting, Another really cool thing that I kind of think about, it’s kind of related, but I’ve got a friend who’s brilliant, one of the smartest marketers I’ve ever met. His name is Bill Harrison, and if you get to know him, him and his brother — Brad and Bill — they run a publicity company and it’s really cool. About two years ago, actually, I was at Traffic Conversion with Bill Harrison, and we were talking about opportunities, and he was talking about him, and it was interesting, if you look at him, he’s one of, like I said, one of the most amazing marketers I’ve ever met. If you go to his house… I haven’t been in his house, but I’ve seen pictures of it where, literally, every room in his house is covered from the floor to the ceiling in marketing and sales books, and it’s crazy. He’s actually been sending me like boxes of books as gifts, just randomly, because he’s got too many books that his house, literally, cannot fit them all. It’s not like a library or a room. It’s the entire the entire house is covered with them, and he knows marketing probably better than anyone on earth. And I was talking to him, and he said, “You know, it kind of drives me crazy. I have these friends who are horrible marketers, but they step into a Level 10 opportunity and their Level 2 skills. “Because they’re a Level 10 opportunity, you know, some of these guys have sold their companies for hundreds of millions of dollars,” and he says, “You know, me, our company is doing well.” I don’t know if they’re doing $10- or $15-million a year, but he’s like, “I felt like I have a Level 10 skill set, but I’m stuck in a Level 2 opportunity. And I remember when he said that I started looking again at myself, looking internal. I thought, you know, I feel kind of like the same way. Like I’m in a Level 2 opportunity, with all my little things out here, and nothing for me was like that thing that was passion — that drove me. You know, I was dabbling in a lot of things that I really loved and I cared about, but there wasn’t anything that was really like my driving force. And I look at ClickFunnels as like something where I can take my Level 10 skills and apply it to a Level 10 opportunity and so for me it’s exciting. So, anyway, I just wanted you guy thinking about that a little bit today. You know, it really impressed me when I was talking to Tony, just hearing him just keep pushing things back to that, and maybe kind of re-remember my focus and my goals in my company, in my business. And everything is to push people back to my core opportunity, and I just want to encourage you guys, as well, to think about that strategically, and don’t just put out things to put out things, but think about like what’s your mission in life? You know, think about what’s Tony Robbins’ mission? We know that, right? We’ve seen it. We’ve seen him changing millions and millions of people’s lives around the world. Like that’s his mission. My mission is to help people to build sales funnels and to take their message out to the world, and be able to do it in a way that they can be profitable. You know, what’s your mission? What’s the thing you were put on earth here to do in your business? Because I promise you guys that you can change people’s lives, and you’ll be able to change a lot more people’s lives if you’re focused 100 percent on that thing. So, anyway, that’s about it for tonight, you guys. I am almost to the gym. I’m excited to go wrestle and… this is cool. So I appreciate you guys all listening. It’s fun having someone who listens to my random thoughts. I get messages on Facebook, randomly, from you guys all the time. Tell me you listen to the podcast. It just makes me happy. So keep on listening. Share it with your friends if you like it, and outside of that, I appreciate you guys for listening, and we will talk soon.