Podcasts about kaelin poulin

On today's episode of the Powerful Parenting Journey Podcast, Stephanie talks to Kaelin Poulin, a remarkable entrepreneur. Kaelin and her husband Brandon have graciously shared insights into their journey to success both in business and at home.Kaelin talks about balancing business success with a fulfilling home life. She reflects on her own experiences, including how the birth of her children caused her to reevaluate their work-focused lifestyle. A divine message led her and her husband to prioritize family and leave their successful business. Kaelin chronicles the transition to her current life, including her daily routine with her children.Kaelin emphasizes the importance of intentional parenting and shares her view of being a good mother. She admits her imperfections and the ongoing nature of parenthood and strives to create a nurturing and growth environment for her children. She talks about how to be a ‘life-giving' mother and how to avoid negative self-talk that affects children's perception of themselves. She also urges mothers to prioritize self-love and patience, and to balance the way they treat themselves with the way they treat their children. Kaelin advocates treating children as intelligent beings and urges parents to openly discuss challenges and include them in the process.Drawing on her upbringing on a farm, Kaelin reflects on the work ethic instilled by her parents. After her father's death, she sought a gentler approach to parenting and gradually moved away from her mother's authoritarian style. Kaelin reflects on screen usage in her household, highlighting the shift away from excessive phone usage during family time. Learn more about the Aro Box, a device that promotes mindful screen usage. As a testament to her dedication, Kaelin unveils her upcoming podcast, ‘The EncouragHER,' focused on uplifting women and helping them navigate their multiple roles while staying positive and empowered.Join Stephanie and Kaelin for an insightful conversation about aligning ambitions with personal values, the need to break negative parenting patterns inherited from our own upbringing, and the journey of faith-driven parenthood. Enjoy!What You Will Learn In This Show:Kaelin's shift from seeking external recognition to valuing meaningful connections within her home.Committing to nurturing meaningful connections within your family.Recognizing and affirming children's strengths, tailored to their unique personalities.What defines a good mother?The power parents hold as authority figures and role models in their children's lives.Using scripture to instill a strong sense of identity and worth. Self-awareness and patient progress toward a gentler parenting style.Creating a list of tech-free activities for quality family time.And so much more...Resources:Powerful Parenting Dinner QuestionsKaelin Poulin

Kaelin Poulin and her husband Brandon used their last $1,000 in savings to launch LadyBoss – a women's weight loss brand that they scaled into a $43M eCommerce giant. The business became the 4th fastest growing privately held company in America in 2019 and was eventually acquired by Russel Brunson, founder of ClickFunnels.After selling LadyBoss, the couple decided to launch Enterprise CEO, which helps 7 and 8-Figure founder-led businesses operate more efficiently, boost profits, and scale without breaking or burnout. The pair have personally built marketing, sales, service, support, IT, HR, and finance teams that have generated over $200M in combined revenue through multiple D2C verticals and channels including consumer packaged goods, high ticket coaching, apparel & accessories, digital products, webinars, courses, live events, and book sales. In this episode, you'll learn: ✅ The story of how Kaelin and Brandon went from not being able to afford groceries to starting and scaling LadyBoss from their living room into an 8-figure per year eCommerce brand.✅ How to shift your mindset, build confidence in yourself, and will into existence unimaginable goals. ✅ The process for getting acquired, including the non-negotiable terms that Kaelin put in place to make sure she was able to live life on her terms. Free GiftGet Kaelin's 360° Business Audit. Visit LifestyleInvestor.com/139Show Notes: LifestyleInvestor.com/139Free Strategy Session For a limited time, my team is hosting free, personalized consultation calls to learn more about your goals and determine which of our courses or masterminds will get you to the next level. To book your free session, visit LifestyleInvestor.com/consultationThe Lifestyle Investor InsiderJoin The Lifestyle Investor Insider, our brand new AI - curated newsletter - FREE for all podcast listeners for a limited time: www.lifestyleinvestor.com/insiderRate & ReviewIf you enjoyed today's episode of The Lifestyle Investor, hit the subscribe button on Apple Podcasts, Spotify, or wherever you listen, so future episodes are automatically downloaded directly to your device. You can also help by providing an honest rating & review.Connect with Justin DonaldFacebookYouTubeInstagramLinkedInTwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Kaelin Poulin is the official "Ladyboss", a highly successful entrepreneur, investor, and business advisor. Her energetic video and marketing content has over 1 Billion views on platforms worldwide. She & her husband Brandon Poulin founded the Ladyboss brand which grew to be the 4th fastest growing privately held company in America in 2019 per the Inc. 5000. They sold the LadyBoss brand in 2022 to Russel Brunson, founder of Clickfunnels. She & Brandon now lead Enterprise CEO which guides and equips 7 & 8 figure founder-led companies to scale & operate as enterprise businesses. They also host the highly rated Big Business Mistakes podcast--an incredibly honest and useful show for entrepreneurs and business owners.  Visit their page, and you'll see that Kaelin & Brandon have personally built marketing, sales, service, support, IT, HR, and finance teams that have generated over 200 million dollars in combined revenue through multiple D2C verticals and channels including consumer packaged goods, high ticket coaching, apparel & accessories, digital products, webinars, courses, live events, and book sales.Under their leadership their companies have produced a Barnes and Noble #1 bestselling book, numerous business and product awards, mainstream blog contributions, and 50+ media appearances on major news networks.They have advised dozens of multi-million dollar companies including clients like Russel Brunson and Billy Gene. Brandon and Kaelin are wholly committed to God, their two daughters Roemee & Revlyn, and the highest level of success for their clients and those they are called to serve. To date, their family has donated well over 1 million dollars, and counting, to charity. Oh, and you have to know, Kaelin is a World Record Holder for being the Fastest IFBB Pro Card Earner in women's body building competitions!!Brace yourself for an amazing story & interview in this episode of The Something New Show with Kaelin & host Mindi Linscombe.  This episode is packed with free online mentoring from two outstanding women in business who are real life examples of sustained success. These total boss babes dive into topics like: Kaelin's early years, how she and Brandon met & got married, how they grew their business, learning from the "school of hard knocks" as an entrepreneur, social media strategy, knowing your perfect customer, and more. Find out more about Kaelin at: https://theenterpriseceo.com/ and @ladyboss on Instagram! And click to subscribe, rate, and review their  Big Business Mistakes podcast! Time Stamps: 00:00 - Introduction01:49 - Early Years 06:40 - Meeting Brandon11:12 - The Ladyboss Brand16:12 - Attracting Perfect Customers25:20 - Content Creation & Moderation33:40 - The Next Season42:15Thanks for listening! Be sure to rate the show and leave a review with one key takeaway from this episode. And, be sure to subscribe to the show and tell a friend. Also, follow @thesomethingnewshow on Instagram and Facebook. If you want a fuller experience, like & subscribe to the show on Youtube! Cheers!

LadyBoss founders Brandon and Kaelin Poulin join Richard and Laura and divulge their secrets on how they grew and ultimately sold their 9-figure weight loss support and supplement business while maintaining the passion, unity, and adventure in their relationship. -----------------------------------------------------------------------------------------------------------------------------  Richard & Laura Behney have been married 30 years and in business together for 28. They have seen the good, the bad, and the ugly side of couplepreneurship. They know firsthand how hard it can be to raise a family and grow a business at the same time, and how important (yet challenging) it is to prioritize your relationship through it all.   Within 3 years of working together, the two “hated each other,” and before long they lost the business and nearly lost their marriage. With focused energy and effort, they found the passion, unity, and adventure they had been looking for.     Since that initial rough patch, Richard & Laura have started and grown multiple seven-figure businesses, launched two podcasts, and helped over a hundred couple-run businesses over the last four years. Their relationship is better than ever, and they're ready to help you do the same!   Richard and Laura are styled by CSJ Authentic Fashion Styling.  Learn more here: https://www.customizedstylingbyjessica.com/  Connect with Richard and Laura on other platforms:   https://thecouplepreneurlife.com/  https://www.instagram.com/thecouplepreneurlife/  https://www.facebook.com/thecouplepreneurlife  https://www.tiktok.com/@thecouplepreneurlife

Brandon Poulin, co-founder of the LadyBoss movement and business. Brandon is a devoted believer, husband, and father who has built a massively successful business with his wife, Kaelin Poulin. Together, they have created a community of empowered women who are achieving their health and fitness goals while building successful businesses.   In this episode, we'll dive into Brandon's journey and learn more about the lessons he has learned along the way. Also talk about their business journey and the importance of focusing on one thing at a time and learning from mistakes.     TIME STAMPS:   [03:45] Beyond the Surface: The Spiritual Side of Building a Successful Business [07:53] Dreaming Beyond: How God's View Helped Build a $200 Million Company [14:00] Navigating Life After Divorce: A Story of Finding Faith and Miracles [29:09] The Danger of Seeking Supernatural Power: A Story of Faith and Psychedelics [34:22] The Pursuit of Success and Significance: My Journey Through Drugs, Network Marketing, and the Search for Something More [39:59] From Believer to Follower: How Losing Everything Led to Spiritual and Business Growth [48:46] Stewarding Time and Wealth: Reaping Where We Sow for the Kingdom [52:47] God's Resources and Our Responsibility: Understanding Finances and Free Will [1:00:00] The Power of Speaking Aloud: Strengthening Your Relationship with God and Yourself [1:04:11] Unlocking Success: Overcoming Business Mistakes and Indecision Through Faith and Action [01:11:21] Shifting Values: From Entrepreneurial Success to Working with Aligned Believers [01:16:12] Behind the Scenes: Learning from Business Mistakes and Celebrating Success as a Couple   TAKEAWAYS:    It's important to shift your values and focus on working with people who you align with personally and professionally. Balancing strengths and weaknesses is important in any partnership. Focusing on one thing at a time is crucial to success and avoiding distractions and learning from mistakes is just as important as focusing on successes.   RESOURCES:    Connect with Brandon on IG Connect with Nicholas on IG Join The Kings Brotherhood FB Group Grab your copy of The Modern Day Businessman: Success Without Sacrifice

Jeff Heggie Daily Success Strategies 384: How to Win by Changing Your Focus Bigger Future Goal Setting: www.JeffHeggie.com/Goals Confident Athlete Program: www.JeffHeggie.com/ConfidentAthlete High Achievers Mindset Secrets: https://mindset.jeffheggie.com/ I'm currently in Florida for Funnel Hacking Live. Yesterday was Day 1 and it was outstanding with speakers like Russell Brunson, Anthony Trucks, Kaelin Poulin, Myron Golden, and more. For the remainder of this week I want to share some of my biggest takeaways from the previous day. In this episode I share some of the things I learned from Myron Golden in his presentation, Selling Simplified.

Enjoy another round of questions and answers during a recent Marketing Secrets Live episode. Register for the next Marketing Secrets Live episode at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Russell Brunson: What's up, everybody? This is Russell Brunson. Welcome back to The Marketing Secrets Show. During this episode, you're going to have a chance to listen to some of the live Q and A. And this one got really fun. We had some really cool directions and angles that we went on. I think there's something for everybody through this Q and A, so hopefully you enjoy it. On top of that, don't forget: If you want to get your question answered live, make sure you subscribe at clubhousewithrussell.com. It's clubhousewithrussell.com. Go there. Subscribe to the room. And that way, you'll be notified the next time I decide to go live, and you can jump on and get your questions answered. These questions this week were really fun. A lot of different directions. I think you guys will get a lot of value from it. So that said, we'll cue the theme song. When we get back, we'll jump directly into the questions and answers. Yhennifer: Awesome. So our first guest here is Tracy. Tracy is guiding you with tax reduction strategies! All right, Tracy. Thank you so much for being here. What question do you have for Russell? Tracy: Hi, Russell! This is Tracy Lo, and I am so inspired by your stories all the time. I've learned so much from both you from afar, and also Myron. So my question is: How do you keep all your parts moving? Do you have a strategy for keeping your mental state as well as your philanthropy and your business together? What is your strategy? Russell: Oh, that's a great question! I would say I've been lucky, because when I first started this business, it was me trying to figure things out. And I was more chaotic than I am now. Anyone on my team is laughing, because they know that it's still kind of chaos. I think from the outside, things look organized, and things like that. But it's really surrounding myself with a good team of people. People who have a similar mission, who are trying to do the same things that we're doing together. It's having a good team of people. And then a lot of it is just figuring out how to build the things into your routines that'll get you the success you're looking for. Right? So for me, I know that for the first... ah, man... seven to eight years of my entrepreneur journey, I wasn't into health. And so I gained a ton of weight. And I had a... You know? I was more lethargic. I didn't even know I was unhealthy until I decided to start getting in shape and getting back in. And all of a sudden, by getting back in shape, it increased my energy. I felt better. And I was like, "Oh, my gosh! I need to weave this, now, into my routine to make sure I don't lose it again." So it became part of my routine where these things are all tied into it. Right? And so now it's easy, because it's just part of what I do. Mentally: "Okay. How do I stay sharp?" Well, if I'm going to be successful, I get paid to think for a lot of people. So if I'm going to be successful, my mind has got to be sharp. So I got to go listen to podcasts, and read books. And putting myself in situations where I can keep sharp and keep figuring out, "What's working today? What are the things that are working the best?" And so I figure out what all those things are, and then I put them into my schedule. I say, "Okay. I need to build this into my routine where I have time to listen to podcasts, or read books, or go to things that are going to help stimulate my mind so I can stay high there." And then charities. Right? When we decided... It's funny, because I get hit. I'm sure all of you guys here, you're hit by a million people wanting to... "I want to start donating money, maybe, to charities!" And for me, it's like, "I don't want to be the person that just gives money and then forgets about it." I want to make sure the things that I'm passionate about, so... Like Village Impact, we're very passionate about that. So it was like, "Okay. How do we make this part of what we do?" And so it wasn't just like... Give them a check, and then a year later, figure it out. It was like, "Okay. If we're going to do this with them, let's be very strategic about that." So I said, "Okay. Let's..." Todd and I, when we started ClickFunnels, we said, "Okay. Let's set up where every time somebody creates a funnel inside of ClickFunnels and it gets at least 100 visitors..." So it's a live funnel. "We'll donate a dollar to Village Impact." And so we started that seven years ago. And the first year, I think our check we gave them was... I don't know, $15 grand. And then the next year, it was $30 grand. And then $60 grand. And then $100 grand. So it gets bigger and bigger, but it's now part of the mission. So I don't have to think about it, because it's built into what we're doing. And now every year at Funnel Hacking Live, I'm like, "Stu and Amy, come on stage!" And we have a big old check. You know? Now, it's six-figure checks. And they get bigger. And it's eventually going to be seven-figure checks. But it's built into what we're doing, and so I don't have to think about it again. You know? O.U.R. is the same thing. We did the big launch where we launched with the documentary, and it did well, but then it wasn't consistent. So we're building a whole platform now that'll be a consistency thing, where it's now that... This mission is always being worked on, because there's a platform, and there's someone in charge of it. There's a team member who... that becomes their sole focus. And now it's weaved into it. So it's figuring out the things that are important to you that help you achieve the goals you want, and then figuring out... How do you weave those things into your routine, or your business model, or your whatever, so that it just happens and you don't have to think about it? Because it's too hard. We have so many things we're all doing. If you have to have the mental power to think about it every time, then nothing ever happens. So that's kind of how I do it. And I hope that helps. And it's also surrounding yourself by amazing humans who help fulfill those missions as well. Tracy: Thanks so much, Russell. This is Tracy Lo, CPA, passing the mic. Thank you. Russell: Awesome! Thank you, Tracy. Appreciate it. Yhennifer: All right. Thank you for being here, Tracy. Now we're going to go on to Jermaine. Jermaine is in the real estate industry. Jermaine, what question do you have for Russell? Jermaine: Hey, Russell! Hey, everyone! I just had a quick question. I was wondering... Well, I got two questions. The first one: I didn't quite catch that book that you recommended? Russell: Was it Atlas Shrugged? Jermaine: What was that again? Russell: Atlas Shrugged. Jermaine: Yep. That's it. Russell: It's a really big book, so it takes commitment. It's insanely big. But as an entrepreneur and producer, you will love it. Especially in the real estate market. Jermaine: Okay. And I also wanted to know... while I have you... I wanted to know: Throughout all your time that you've changed the world and inspired people, what was your biggest business challenge that you had to overcome? And how did you overcome it? Russell: Oh, that's a great question! You know what's interesting, is that at every level, there's a new challenge. And so it changes. And every time when you're going through it, it seems like the biggest thing in the world. And when you look back, it's like, "Oh, that was actually really simple." But in the heat of the moment, it's hard. For the beginning part, it was just me believing that I was worth it. Right? I was the kid who struggled in school. I was never that smart. The only thing I was ever good at was wrestling. And I'm trying to start a business, and then I had a million doubts of, "I'm not worthy. I don't know how to do this. I'm not smart enough. I don't..." At the time, I didn't like to read! You know? First, it's that mental battle. I think for most entrepreneurs when they start their journey, it's the mental battle of just believing that you're worth it, that you can actually do it. And so for me, that one took a while. And then when I finally was like, "Oh, my gosh. I'm not..." I always thought I was a dumb kid growing up, because I struggled in school. So I remember having the realization after I started having success. I was like, "Oh, my gosh. I'm not dumb! I can learn things! If I'm interested in the book, I can actually read it and enjoy it!" So that was the first big hurdle for me. Right? The next one was... As I got to a point in my business that was like... It was just me, and I was juggling a million things. I was like, "Okay. How do I... I can't keep doing this. I'm going to drown eventually." So I was bringing on employees to the team. And man, I can't tell you how bad I was at that! I hired all my friends. All my friends, I just hired initially, because I was like, "Oh. They're cool. I'll hang out with them!" So I hired all my friends. It turns out my friends are morons... No, I'm just kidding! Well, kind of. Some of them were... But no, I love them all. But it was like I hired all my friends, and they didn't know what to do. And I didn't know how to teach them. So I was like... Dude, I was working while they were all goofing off in the other room. And they wanted help, but I couldn't teach them, because I was too busy trying to make money to pay them. And so it took me years to figure out, "How do you get a team and get the right people in place?" And that was the next big challenge. Right? Then it was like, "How do you actually create something that's not just an offer?" Right? That could be a long-standing business. We tried for years to figure that out. And eventually, ClickFunnels was the business that became more than just an offer for me where it was like, "Oh, my gosh. This is a platform, something that can grow bigger." And then inside of that, there has been so many challenges. How do you scale a company like that? You know? How do you scale the support? How do you go from five employees to 500 employees? There's just different challenges to every step. And so I think that there's been a lot of them. But the biggest thing I would say is that the key that I find at every tier, the thing... It took me a while to figure this out initially. And now, I've gotten better at realizing, "Oh, the pattern to solve these is always the same." It is... You can call it "funnel hacking," call it, "modeling," whatever it is... is I try to always connect to the people that are a tier above me or two tiers above me. Right? So right now, we're trying to... I literally am paying somebody who's gone here, done this. And we do a one-hour call every other week with him. He's built multiple companies, software companies, to the billion-dollar mark. And so he's been down the path. And so we get on a call. I'm like, "Okay. Here's where we're stuck. What am I going to do? What would you do?" And I'm asking questions and modeling, like, "Hey. Show me three businesses that have done what you're talking about." And he'll show me. We'll find it. And we look at it, and we reverse-engineer it. We come back and apply it. And so the key is just really figuring out... It's modeling. It's figuring out who's already done the thing you're doing. Find that person. Pay them money. Get to know them. Join their coaching. But whatever it is, get around the people who have already done the thing you're trying to do. Because for them, it's simple. Right? For us, as we're going through it, it's really, really difficult. But the person who's already done it, looking back, it's simple. For me, now, the mindset and belief of, "I can do this," is simple now. I get it. I can help somebody with that really, really easily. Whereas in the moment, it was impossible. It felt impossible. Right? Launching a software company felt like an impossible moment, and now it's super easy. So it's finding people who... The thing you're struggling with now is super easy, because they've already done it multiple times. Getting around them. Hiring them. Paying them. And learning how to think like them. Right? It's always a shift in thinking and belief. And so it's coming back and saying, "Okay. I've got to think like them. I've got to believe like them." I think a lot of times, many of us... and I see this a lot with people who hire me... they hire me, or they hire a coach, and then they try to get the coach to believe or think like they do. And I'm the opposite: I'm not coming to you to try to influence your beliefs. I'm coming to you to change my beliefs. And that's a hard thing to do. Right? Our ego gets in the way a lot of times. So it's coming and saying, "Okay. I'm a blank slate. I'm going to do whatever you say." In fact, it's funny, because inside our community, we have the... Kaelin Poulin started it with the whole hashtag, #dowhatrussellsays. And at first, I was really embarrassed by it. But now, it's so cool! Because it's like, "Yeah. If you're hiring me to be your coach, just do what I say!" If I hire a coach, I just do what they say. I literally just... In fact, I'm working on my fourth book right now. And I have a quote. One of my friends wrote this in a blog post. He was talking about his morning routine, and why he does this really weird thing. And he says in the thing, he said, "People ask me why I do this." He said, "Because Tony Robbins told me so, and I obey all giants who fly helicopters and have stage presence." And so for me, it's always been this joke: Now, when I hire a coach, whatever they say, I say, "I obey all giants who fly helicopters and have stage presence." Right? If I hire someone, I just believe them inherently, because I did the work ahead of time to see if I'm going to believe them. If I believe them, I give them my money. And I do whatever they say, and I don't deviate from that. Right? So people in my world say hashtag, "#dowhatrussellsays." For me, it's hashtag, "#dowhatstevencollinssays." That's the guy who I hired right now who is mentoring me. Whatever he says, I just do it. I don't fight. I don't question. He's been there a million times. And so I just do what all giant... You know? I obey all giants with helicopters and stage presence. I obey whoever I pay to teach me something, because they know what I don't know. And so for me, that's kind of the process: Find the hurdle. Find out who's already done it. Get that person. And then obey them, and just follow what they say to a T. So I hope that helps. Jermaine: That made perfect sense. So you basically trust yourself, and then you do what your coaches say? Russell: 100 percent. Yep! I do the work ahead of time. Before I hire the coach, I got to make sure I believe this coach is right. But if I believe they're right, then yes, I just do whatever they say. And so I see people, sometimes, blindly will sign up for coaching, or they'll hire a mentor, or whatever. And then they just kind of blindly follow the person. The person might not be right for them. But I do the homework ahead of time. And then when I know, "Okay. I'm committed. This is the person." Then I go all in, and I just put on blinders and follow them. Jermaine: Got you. I appreciate that. What was that book again? I'm going to have to write that down. Russell: Atlas Shrugged. So the way to remember it is Atlas is the god that's holding the weight of the world on his shoulders. And the premise of the book is: The producers, the entrepreneurs, people like us who are trying to... We're literally holding the weight of the world on our shoulders. Right? We're creating companies. We're creating jobs, and doing all these things. What would happen if Atlas just shrugged and walked away from his responsibilities? So the book is about that. What happens when the producers get so much pressure from government and society where it's no longer worth it to them, so they shrug, and they walk away from their responsibilities? And so that's the premise of the book, which is so fascinating. I'm actually listening to it again right now, which is fun. But it's a 1500-page book. It's intense. If you listen to the audiobook, it's eight audiobooks. That's how big it is. But man, it's worth it! Jermaine: I'm going to grab both of them right now. I've got all of your books. I've been following you for a while. My favorite one is the DotCom Secrets. Russell: Oh, very cool! Thanks, man! I appreciate that. Yhennifer: Awesome! Thank you. Jermaine: You're welcome. Yhennifer: ... Jermaine. Thank you for being here today. I'm going to reset the room really quickly. We are, right now, listening to the Marketing Secrets Live podcast. This room is actually being recorded. Make sure you follow the house at the top so that you can get a notification when Russell goes live again here. Now, we are going to give the mic to Jeff. Welcome, Jeff! He is a product launch expert, has made over $8 million from 22 launches in three years. What question do you have for Russell, Jeff? Russell: What's up, Jeff? Jeff: Hey, Russell! What's going on, buddy? Russell: Good to hear from you. Jeff: So hey, being in your inner circle for the last five years, I've had the awesome pleasure of watching all the big house marketing initiatives that you've incorporated into the funnels that you and the rest of the ClickFunnels community launched, and also at your annual Funnel Hacking Live event with Village Impact and O.U.R., as you mentioned. So what's been cool to see is the more funnels and events you launch, the more you're able to give back, which is awesome. So how are you thinking about incorporating that live launch strategy that you've been doing with, perhaps, more of an evergreen launch strategy now? With things like OFA, your quarterly Two Comma Club Live virtual event, and now the DotCom Secrets Summit that you just launched, with some of these... trying to also bring in these new live launches. I know you have Funnel Hacking Live coming up in a few months. Can you just talk about... Each month, what are you looking at in terms of evergreen versus live? Russell: Yeah. That's a good question. That's something we could talk about for a long time. You know? I think it's interesting. I watch somebody like Tony Robbins, who... He does UPW four times a year. He does Date with Destiny twice a year. And he does these things. And he's been doing it live for decades now. Three or four decades, he's been doing these events. If you go to them, they're very similar every single time. And for me, it's tough, because if I go back and I teach the same thing twice, I want to pull my hair out! You know? And I'm like, "I don't know how Tony has been so consistent for so long." And so for me, it's like there's this blend. Right? There's things that... The DotCom Secrets book came from me from a decade of me teaching these principles. I was doing events, and speaking at other people's events, and teaching these principles. And finally, I was like, "If I have to tell this story about the value ladder one more time, I'm going to kill myself." Right? So that's when I finally was like, "I'm going to write a book." So I wrote a book. And it was like, "Here it is. It's now evergreen. I can give it to people. And I don't want to talk about this thing again." Right? A similar thing happened with Expert Secrets. And you were in the inner circle, and I was... We spent three years geeking out on webinars, and conversions, and psychology, and all this kind of stuff. And I was like, "I don't ever want to talk about this again." So I turned it into a book. And I was like, "Hey, there's the blueprint!" And so I look at the online stuff through a very similar way. Right? We did the Two Comma Club Live event that first time, and then my energy was there. I was excited. It was fun. We created it. We launched it. It was amazing! But then, I was like... For me, it's like art. I didn't want to just be like, "Hey, it's done!" And walk away from it. But I didn't want to teach it again. So it's like, "Okay. How do I turn this experience into something that's now evergreen?" That we can keep the message going on. Right? So that when I'm dead and gone, my kids can keep running the ads, and keep running the event, and it'll keep producing. Because for me, all the stuff we do is art. And so I want to sustain it. So I'm always looking: Is there something I can do that I can create it, but then it'll last? It'll live beyond myself. Right? If you've read Ryan Holiday's book, The Perennial Seller... In fact, he spoke last year at Funnel Hacking Live about that book. I was like, "I want you to talk about Perennial Seller!" He was like, "I've written eight books since then!" I was like, "I know, but that's my favorite one! You've got to talk about that." But in Perennial Seller, he talks about the difference between art that lasts forever versus stuff that happens and is gone. Right? A good example is in movies. Right? Avatar, for a long time, was the greatest selling movie of all time. But if you ask someone to quote an Avatar line, there's not a person on this Earth who can remember anything from that movie. Right? It was a great seller, but then it died. Right? And so many people in our industry do a big sell, and then it dies. And it disappears. Versus you create a movie like Star Wars, where it lives beyond itself... It has legacy. It's a perennial seller. It'll continue to do well for a million years from now. Or you have TV shows. Right? You look at Seinfeld versus Friends: Friends was very much successful in the moment, but then it hasn't lived on as well as something like Seinfeld, which has lived on in perpetuity for so long. Much more of a perennial seller. And so I was always trying to create things that could be perennial sellers. And so when I do do something like that where I think it can last beyond itself, where things are strategic enough that they're not tactical, and they're going to change. Where they're strategic and we can do it, I want those things to live forever. So again, that's the Summits. That's the Two Comma Club Live, and things like that. But then we have our big hits. Right? Funnel Hacking Live, it's a big show. It's what's working now. You know? We put all this energy and this effort into it, but we know it's a one-time show. Right? And it happens. It's done. It's over. And then next year, we're going to plan a new one. And we can't evergreen Funnel Hacking Live. Right? It's a little bit different. And so it's just looking at those kind of things. You know? Sometimes, you're going to have an Avatar hit. And you should totally go and take the 100 billion dollars it makes and cash it, because that's awesome. But other things you create, you want the longevity. And so for me, that's how I'm looking at things. It's just like, "Okay. What things have longevity? What things do I want to be a perennial seller? What things do I think can last just beyond a product launch or beyond a thing?" And as soon as it's done, then it's like, "Okay. How do we morph that into something now that can last beyond the moment?" So that's kind of how I look at things in my head, how I figure things out. And then on top of that, it's just... You know? We're still kind of figuring it out. So some things, we're finding that we launch and we make the perennial version, they don't last long. They're still there. So people can find them, but they're not... The longevity is not there. We can't continue to buy ads to it. Whereas One Funnel Way, it's crazy! To this day, One Funnel Way has been running almost three years now. We fill up 1500 every two weeks to a 100 dollar, paid challenge. And it continues to convert. It continues to work. It continues to... That one is, of all the things we've done, the most perennial, and just continues to work. And I wouldn't have guessed that going into it until we tried to make the evergreen version. And it kept working. And it's like, "Oh, my gosh! This is amazing!" So yeah. I don't know if that answers the question. But kind of... That's how I think through things, and how I'm looking at stuff. Myron: Can I ask you a question about that, Russell? Russell: Yeah, Myron! I'd love to. Myron: What advertising methodologies are you using to put 1500 people in a challenge every two weeks? Because that sounds phenomenal! Russell: Yeah! A couple things: Number one is we pay 100 percent affiliate commission. So the only people who go through it refer people, and it's 100 bucks, and they get 100 percent of that 100 bucks. Number two is that I can spend 100... I can lose money. So I can spend 150, 200 dollars to sell a challenge. So I can spend a lot of money to do it, because again, 100 percent of the money goes directly back into advertising. We're not trying to make money on the challenge. As you know, all the money is in the back. And amateurs focus on the front end. So we liquidate it. 100 percent of our money goes into the ad spin. And number three, I think, is just... The message is right. For some reason, that message, it lives long. Right? The people, if it's their very first time... You look at the headline. It's like, "If you want to launch your first or your next funnel." So if it's their first one, it's like, "Oh, this is going to help me." Number two, it's like if you've launched a funnel but, "I need to go back and do this again," it gives you a chance to review it and go back through it. And I'd say the last thing is we weave that theme into all of our offers now. If you look at everything, every offer leads back to OFA. You buy all my books? OFA is in that sales flow. You do one of our challenges, it leads back to OFA. So it's weaved into everything now. So it's plugged into the back end of everything we're doing. And so no matter what somebody buys, all roads lead to the One Funnel Way challenge eventually, which is pretty cool. Myron: Wow! Russell: Yeah. And we're working on, now- Myron: Great stuff. Russell: We're working on a One Funnel Away e-commerce version of the OFA challenge next, which I'm really excited for as well. So anyway- Dan: And you do that live every two weeks? Russell: So I don't. I recorded it live once. And we have a team, now, though. So we have a team of... One person runs it, and three or four coaches. And so every week, they reset a new Facebook group. And then they're in there full-time answering questions. And then they stream. The trades that were live at one time, they stream them into the Facebook group. And all the interaction happens there. So it feels very alive. People know it's not alive, but it feels very live. It's executed live. It's not like logging the members in and watch... Day-one videos. We try to replicate the experience as close as possible. And again, it's not just like, "Go watch this video and hope for the best." Literally, they watch the video, and then there's coaches in there who are answering questions, who are getting them to do the homework, who are... Full-time, their job is in there, now. Because it's been so profitable for us, man, we left... I always tell people: One of the biggest problems that us entrepreneurs have is we create something and then we move on to the next thing. And OFA was the first thing that our group created it, and were like, "There's something magic here." And we left somebody behind. So Shane on our team, we left him behind and said, "Your job is to continue to make this better and to run it." And then he hired three or four coaches, and now there's a team of people who, full-time, all they do is make sure OFA is happening, and it's consistent, and it works. And because we left somebody behind, that's why the fulfillment continues to improve week after week, although I'm not creating new content week after week. Dan: And it converts similar with the streaming replay as it did with you doing it live? Russell: Yeah. Yeah. Dan: That's- Russell: It was easier to sell people in initially: "Yeah, go sign up for it! Go to onefunnelway.com and watch the process!" But yes- Dan: That's what I'm going to do right now. Russell: 100 percent. 100 percent. And like I said, three years, we've been running that thing. We launched initially, and then we did it live again four or five months ago just to kind of refresh the whole thing. But other than that, it's the same thing. And it runs on autopilot. Dan: And the affiliate aspect is really important, because everybody that comes in, you then say, "Hey. Do you want to make money? Did you love this challenge? Bring somebody in." And they get a commission. Can I just ask one question about that? Russell: Yeah. Let me give one clarity, and then ask the question. So the clarity is- Dan: Yeah. Russell: also right when they first come in. It's like, "You paid 100 bucks for this. Do you want this to be free? Invite a friend." It's right when they sign up. It's like, "Bring by a friend," and now it's free for them, because they just get one person to sign up, and now it's free. Dan: Okay. That... Okay. So that's my question, is: You guys have really, truly went just deep in the affiliate game. And I almost feel like, sometimes, going all-in on the affiliate game is like... I'd rather pay my customers and my clients than pay Zuckerberg. Do you know what I mean? Honestly! And so my question to you, on that, is: How do you train somebody who is a normal customer, who is not an affiliate or a traditional super affiliate, to actually refer people to you? Obviously, you have to tell them, "Hey, here's how you refer people." What's your best tip for that? Russell: Yeah. The best tip is you have to think about it differently. A lot of people are thinking about, "I'm going to make him an affiliate, and teach him about affiliate marketing!" And the average customer, they're not going to be an affiliate. Right? You look at... The people in e-com space do this really well, a lot of times, and other places, where it's... The position is not how to make a bunch of money as an affiliate. The position is, "How do you get this product for free?" Right? It's like, "Hey. You get three people to sign up for this, or..." You know? Whatever. For me, it's like, "You get one person to sign up, and now it's free." That's how you position it. And they're like, "Oh, my gosh! I can tell my brother!" And then, "I'm doing this challenge, too! I'm going to invite my friend, and I actually get paid for it?" And so you get them passing it around. They're not looking at it as a business opportunity as much as, "How do you get the thing you just bought for free? How do you get your money back very, very, quickly?" That's the shift. Right? Because they're not going to go sign up 100 people, but they are going to get one or two. Right? And if every person brings in one or two, it becomes this self-fulfilling machine that just keeps growing, and things like that. And so it's just looking at it differently, and just showing... That's the positioning. Right? It's not how to be affiliates. It's, "Get this thing for free by telling three people to-" Dan: So you're not giving them any sort of extensive training? You're just pretty much hoping that one customer will refer, maybe, a couple... few... people. But it's a consistent thing, rather than, "Hey. Here's this training on how to refer more people." And you... But- Russell: Yeah. Because they're not going to buy ads. They're not going to... They don't have an email list. But they're going through this. They believe in it now, and they don't want to feel dumb. And it's like, "If I can get my friends in this and do it together, now it's a fun thing. And we can study together." And that's the- Dan: Oh, the accountability! Oh, my gosh! That's so good! Okay. All right. That was awesome. That was gold. Russell: Awesome. Yhennifer: Light bulbs are going off here! I love it! I hope everyone is taking notes. I want to add one more thing to the OFA stuff, Russell, if it's okay with you? Russell: Yeah. Yhennifer: Because I see what goes on in the Facebook community, and I just wanted to add that people sometimes buy the OFA more than once just because they want the accountability of the coaches. They come back. They see that it has so much value that they're like, "100 dollars? I'm in!" So we also see that as well. Russell: Yeah. The OFA lifers, it's almost a continuity program. They re-sign up every single month, because they don't want to lose the connection with the team! Yhennifer: Yes! Yes. It's amazing. So if you have not done the One Funnel Way, go to onefunnelway.com. It's an awesome, awesome offer. Yhennifer: Okay. We have one more guest here, Michael Hoffman. He's a digital marketer and an owner of a digital media agency. So Michael, what question do you have for Russell? Michael: Hi, everyone! Thanks so much for having me up here. Russell, thanks so much for providing all the value. You mentioned something before, that there was this hashtag, "#dowhatrussellsays." And earlier this year, I read Traffic Secrets, started my podcast. The other day, I finished your new Expert Secrets. I'm going to work on my weekly webinar now. So doing what Russell says actually works! So my question is a little different, and more mindset-related. You have an extensive past in... almost professional sports. You were a wrestler for many, many years. And you made that transition into entrepreneurship. And I have a past as a professional basketball player, and also transitioned into... first, to a full-time job, and then entrepreneurship. And for me, it was a very difficult time to shift my identity. And I just wanted to get your... yeah, basically... experiences on how you experienced that phase, to transition from full-time sports to entrepreneurship, and what helped you to complete this identity shift? Russell: Oh, very cool! It's interesting. I think... Not always, but I feel like athletes often do really good in entrepreneurship. And I think the reason why... I've thought about this a lot... It's because for me, with wrestling... I'm sure it's the same for you with basketball... Every day, for me, I'd step out on the mat. And there was the guy I'm going against. And we'd wrestle. And a lot of times, I lost. A lot of times, I won. But I got used to failure, and it didn't destroy my identity when I failed. Right? I feel like a lot of people get into entrepreneurship, and they're so scared that if they try something and it fails, that it means that they're a failure. Versus in wrestling, I'd fail, and I'm like, "Cool! Now I know how to beat this guy!" Watch the film, figure it out next time I go back, and I try to beat him again. Right? And it's a different mindset where failure meant I could learn something, versus failure meant I was a failure. And I see that so many times in entrepreneurs, where they'll sit in club house rooms, or podcasts, or read books for years, and years, and years, and never do anything, because they're so scared of that failure. Whereas athletes have experienced it. You know? I lost tons of matches! You know? So I'm used to that failure, and I'm okay with it, and I don't label myself as a "failure." So I think that's why athletes do well, just because they have had that experience. But on the other question, that identity shift: So it was interesting. So my wrestling career, that was my life, as you know. It was probably similar to you. I was a wrestler. If you asked me, "Russell, what are you?" I'd go, "I'm a wrestler." And so I was. And I wrestled all the way through college. And I remember at the end of college is when I started learning some of the internet business and figured things out. And my senior year, I ended up losing the Pac-10 Tournament. I thought I was going to go to Nationals and place. And I had... My entire life, I was focused on this goal. And I ended up losing the Pac-10s and not qualifying for the National Tournament my senior year, which was horrible for me. Right? My entire everything just stopped. I remember sitting there on the side of the mat crying, and just... "It's done. I can't even achieve my goal if I wanted to. It's gone! There's no..." It was weird not being able to achieve a goal. And I remember, luckily for me, I had this entrepreneurship thing happening at the time that I was learning about. Because if I didn't have something, I think I would have gone into this downward spiral of depression just knowing that the thing I'd been dreaming about for 20 years, I know longer... It's physically impossible for me to do, now. It's out of... It's impossible. And so for me, luckily, I had this business. And I started focusing my time and energy there. And it gave me something to do, to focus on a new goal. And that was the big goal, the big thing. And so, because I was able to transition pretty easily... Because I had just... I was trying to avoid the pain of my old identity dying, and so I had to shift over here. And so I think, for people who are making that transition, it's... I mean, you used the word "identity shift," which was the right word. Right? It's like you have to shift that identity. And I don't know how to... I mean, in fact, we have Anthony Trucks, who is going to be speaking at Funnel Hacking Live specifically on identity shifting yourself, which I'm excited for. He's geeked out on this at a level that I don't think anyone else really has, and so it's going to be fun to have him go into it on the process. Because I don't know exactly what the process was, other than that I knew that I shifted. And then I started looking at it like a sport. I said, "Okay. What's the goal? What am I going to win?" You know? "Who are my teammates? Who do I got to get to know? Who are the competitors? Who do I have to beat?" And I just used the same mindset. And I think that a lot of people come into business, and they look at it different than a sport, which is interesting when you look at it. It's like, "Oh, I'm here to..." You know? I don't know. I did a podcast three or four years ago. I still remember where I was at when I recorded it, because when we came out with ClickFunnels, for me, it was... It's a combat sport. I'm looking: "Okay, who are the competitors? Who are the people out there?" And at first, it was like, "Leepages! That's who I have to beat!" Because in wrestling, that's what I did: "All right. Who is the guy that I got to beat?" I looked at him. We studied film. We figured it out, and we got to the point where I could beat that person. And we found the next person in the next tier up. We found the person, identified the target, reverse-engineered their style, and learned how to beat them. And so for me, it was the same thing. Leepages was the first person on our hit list. Right? So we came out. And those who were around when we launched ClickFunnels, it was very aggressive. It was not... You know? I was like, "This is our competitors. We're going after them." And we went after them. Then we got to the point where we beat Leepages, and we passed them. After we passed them, it was like, "Hey, who is the next competitor?" For us, it was Infusionsoft. And I was like, "There's no way we can beat Infusionsoft. They're huge!" But I'm like, "That's the goal!" And so we figured out who they were. We reverse-engineered it. You know? Went after them, and ended up far surpassing them. And it was interesting, because I remember the CEO and me... He's a really nice guy. But he messaged me one time, and he asked me... He was like, "Why do you hate Infusionsoft so much?" And I'm like, "I don't hate you! I'm grateful for you! You're the person..." I needed somebody to get me motivated. Otherwise, as a competitor, if I'm just... I'm not here just to make money. That was what inspired. It inspired me. It was the victory, trying to figure out the next person who we're going after. Right? And I told... It's kind of like that scene in Batman, The Dark Knight, where Joker asks Batman, "Why do you hate me?" And he's like, "I don't hate you! You fulfill me! I need you! Without you, there's no me!" Right? And so for me, that was the transition. It was like... I didn't take the competitiveness out of me. I kept it. Everything I did that drove me in wrestling, I kept that. But I focused it over here in business. And so the identity shift wasn't huge. It was just a different game. Right? Same athlete. Same competitive nature. Same everything. But the game was different, and so I had to figure out the game, figure out the rules, figure out the players, figure out the competition, and then make it fun for me. And so for me, that's kind of, I think, how I was able to make that transition. Yeah. I don't know if that answers the question. But that's kind of the mindset behind, for me, how I was going to make that transition. And at Funnel Hacking Live, Anthony Trucks will show us the actual process to shift identity, which I'm so excited for! Michael: Awesome! Thank you so much! That was really helpful, just listening to your experience and hearing it from someone else. And I like the competitive aspect, and the perseverance that we have as athletes to transition that into entrepreneurship. Russell: Yeah. Well, very cool, man. Thanks for jumping on the show. I appreciate it! Yhennifer: Awesome! Thank you, Michael, for being here. And Russell, I think that wraps up our Marketing Secrets podcast today! Russell: How fun! Well, thanks, you guys, all for jumping on and hanging out. We're going to continue to do these. I'm having fun with it so far. So hopefully, you guys are as well. For those who are listening to the recording: If you want to make sure you get on the next live one and maybe get your question answered live, go to clubhousewithrussell.com. That'll redirect you to our clubhouse page. Go follow the room, and we'll do this again soon. Thank you for all of our guest speakers who jumped on: Keenya, Dan, and Myron. I appreciate you guys jumping on and sharing your thoughts, as well. Hopefully, some of the conversations we had were stimulating and helped you think about yourself, think about your charity, think about your funnels, all this stuff. Hopefully, you guys enjoyed it. If you did, let us know! And if you want to hear the recording of this, make sure you subscribe to the Marketing Secrets podcast on any of the platforms. We're there. Probably in the next week or so, it'll go up live there, and you can go and re-listen to all the stuff we talked about. So thank you Yhennifer for all the time and effort you put into it, and everybody else here on the clubhouse team. I'm grateful for everybody. And with that said, I guess we'll see you guys all on the next episode!

On this episode of Marketing Secrets Live, Russell explains the big “ah-ha” he had during a recent FHAT (Funnel Hack-A-Thon) event. To be on the next Marketing Secrets Live episode, register at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Again, this is episode number two from a recent Marketing Secrets live show. I've been doing more of these podcasts live and having so much fun with it. Hopefully you enjoyed the last one where you had a chance to hear some really cool marketing secrets from some of my friends. This episode, I'm actually going to go deeper into something that I've been geeking out on. And I've been thinking about, that I think you are really, really going to enjoy. What I'm going to cover in this episode is actually one of the big ahas I got from a recent event we ran. It was our first live event we've had in, man, in a year and a half, two years, crazy. And it was called the FAHD event, the Funnel Hackathon event. I share one of the big epiphanies that a lot of people had at the FAHD event. If you want to get on our next Marketing Secrets Live show and get your questions answered live and hang out with us, make sure to go to clubhousewithrussell.com, go register for the clubhouse and you'll be notified the next time I go live. All right. Well, I'm excited. Typically, when I record the Marketing Secrets podcast it's me on my phone clicking record and talking. That's what's going to happen for the next 15 minutes or so, it's just sharing you guys the biggest thing that's on my mind right now. And so this week we actually did our very first live event since COVID, which was amazing. Here in our office we have an event room that holds about 60 people and so we did an event. The event is called the FHAT event, and it's not F-A-T, like overweight people who eat donuts and stuff for two days, it was the Funnel Hackathon. So Funnel Hackathon F-H-A-T. So they all nicknamed it the FHAT event. And this is an event we used to do. Four years ago was actually the very first FHAT event we ever did. And it was helping people to figure out their messaging, their story. And then we actually built out a webinar presentation with everybody in the audience, and we did it four years ago. And if you see inside of ClickFunnels community, some of the people who have had the biggest, most successful webinars, people that a lot of seven, a few eight, and a couple of nine figure earners who were in that room at the time, who crafted the webinar that went on to build out their entire businesses and their followings based on that. And so we did it once and then we ran versions of the FHAT event three or four times afterwards. And then, you know, when things work really good, like a lot of us business owners and marketers do, we stopped doing it. So we stopped doing it. I think I was tired of doing the live events. We kind of just paused it and didn't do it for a couple years. And recently I got excited and I'd been working on webinars and frameworks and just things like that. And I was like, I want to do the FHAT event again. And so we put it together. We invited some of our inner circle and some of our Two Comma Club X coaching students to come to it. And we had about 60 people in the office here in Boise the last two days, and then four or 500 people watching from home and it was amazing. It was two days and it was cool because we had a chance, it wasn't just like strategically teaching, like, oh, here's the strategic concepts, but it was very tactical, like, okay, here's slide number one, let me explain the strategy. On slide number one, this is what we do, why we do it, how we do it. And then everyone would jump in and they'd actually build out slide number one. Then we do slide number two, three, and we build out the entire presentation. So it was cool because when it was finished, everybody had a presentation that's done. They can go and they can actually use it to sell their stuff. And so that was what's happening the last two days. So obviously this is what's been top of my mind. And the last day of the event we went around the room and had everyone share their biggest aha and their biggest takeaway. And what was interesting to me is that the thing that came up the most often, that was people's biggest aha was something that I was kind of confused. I didn't realize that it was going to be even that big of a deal, and it was interesting. So before I share what that is if you know how the Perfect Webinar Framework works that we teach, right? When somebody comes on a webinar, first, we have an introduction. From there we share the origin story about how we discovered our framework, and then we have secret one, two, and three. Secret number one, you teach the strategy behind the framework. Secret number two, you teach the strategy behind the internal false belief they're going to have about the framework. Secret number three, you teach the external, false belief that they may have about their ability to use the framework. And then you transition to the stack and the closes. And that's kind of the Perfect Webinar framework, right? If you don't know how it works, if you go to perfectwebinar.com, seven bucks, you can buy the framework and the training that shows you the process. Or read the Expert Secrets book. I go into excruciating detail in that book, walking through the process as well. And so that's kind of, real quick overview of the framework for those who don't know it. Those who have gone through my stuff, you understand how the framework works. And the biggest takeaway people kept saying was fascinating was after they would introduce the webinar, they transitioned to their origin story. And what people were doing is they were just telling their origin story. Like, here's how I became me. Right? And they're telling their origin story. And even people who had really successful webinars, that's what they were doing. And when I kind of rebroke it down, slide by slide, I showed them that it wasn't just the origin story of themself that they're sharing, yet that's what most people were doing. It's the origin story about how you discovered the framework that you're actually teaching on the webinar. So for example, if you watch the webinar that we used to launch ClickFunnels, the framework that I'm teaching is this framework of funnel hacking, of how we find successful funnels. We look at them and reverse engineer them and we build our own funnels. That's the framework that I'm teaching. And so the framework, the origin story I'm sharing is not the origin story about, you know, how I met my wife or the origin story about how I started the business, that's not the origin story I'm sharing. Yet that seemed like for most of the people who were there, they've been sharing their origin story just about their life. Like, I was born on a cold winter night in blah, blah, you know, whatever, like they're telling their story, as opposed to it's the specific story about your discovery of the framework. Like, how did you actually find that framework? That's the story that's being told. Because when you do that, that then gives people the desire to go deeper on the framework. And so when we were building out everyone's webinar, the very first step we did with everyone is, okay with this webinar, there's a result you are promising. What is the result that everyone's, if they go through this 90 minute presentation with you, what's the result that they should be able to get? And so every business was different. There's some people there in the weight loss market, so I'm going to show you how to get six pack abs, how to make a million bucks or how to speed read, or you know, whatever the person, the result they had. And so it became super clear. What's the result? And the second question was, what are all of the things that people are currently doing to try to get that result? Like if someone's registering for your webinar it's probably not the first time they've like, oh, I want to lose weight. I want to make money. In fact, Kaelin Poulin said that the average woman goes through eight diets a year. So almost every month they're starting a new diet, so when they come and they register for your weight loss webinar this is not the first time. They've tried eight other vehicles this year to try to get that one result. And so that's the key is, first off, what's the big result you're promising? What are the other vehicles people are trying to use right now currently to get that result? And this webinar is about what is the new opportunity? What's the new vehicle that you're trying to show them? And so that first origin story is literally telling your story about how you've tried these other vehicles too. I tried this, I tried this, none of these things worked. And that's when this thing happened. Either I had an epiphany or I had an inspiration from God, or I met somebody and they gave me this nugget, this piece, this thing. And that's how I discovered this framework. And this framework is a new opportunity. It's the vehicle, it's a different way to get that result than all the things you've tried in the past. And this is how I found it and why it worked. So that original story, that first 15 minutes of your presentation is you're telling that story of how you discovered this framework. And that's the thing that gets the desire for them to like, okay, now I want to dive into secret one, secret two, secret three, and moving through the stack and the close and the rest of the presentation. And so again, there are probably four or five other people in the room that, that was their biggest takeaway was I always thought the origin story was just telling my story, but it's not. It's the origin story of how you discovered this framework, this vehicle, whatever you want to call it, the new opportunity that you are using to get someone the result that they've been trying to get through all the other things they've been trying in the past. And when they discover that and they hear your story about how you discovered it, all of a sudden, it's like, oh my gosh, now I get it. Now I got to figure this out because you're right. I've tried all these other vehicles. I've tried all these other ways to lose weight, or to make money or to whatever. So you're sharing those. And then this is the discovery that I found, the new opportunity, the thing that's different. And now they're intrigued, and now they're going to go through the actual teaching part of your presentation. So that's what I wanted to share with you guys is just understanding that the origin story is the origin story of your discovery, of the framework that you're going to be sharing with them during the presentation. And so hopefully that helps. And as you guys are creating your presentations again, anything you're trying to sell. In fact, I learned this originally from Perry who was on a little bit earlier, he said that, I think it was back when he was running Digital Marketer. It was like, they looked at all their old sales videos and their ads and stuff like that and anytime in an ad, they tried to convince somebody of more than one thing, the conversions dropped in like half. If they tried to convince them of two things it dropped like 100%, two to 300%. And so when you're creating your presentation, the only thing you're trying to do is get somebody to believe that this framework you're sharing is the best way for them to get the result that they're trying to get. That's the entire goal of the presentation. And so we understand that it's like, okay, what is the result I'm trying to get somebody? What are the other things they've been trying to get? And then this is the key. This is the framework that's going to get them that result. So that's what I wanted to share with you guys today, as you are crafting your sales presentations, it works for webinars, it works with video sales letters, works for upsell offers, works for your ads, works for everything you're doing, it's like that framework, that concept is the same. Sharing the origin story about how you discovered the actual framework.

This episode was SO good, we’re re-airing it for you this week! If you’re ready to scale your company fast, tune in to hear how Brandon and Kaelin Poulin took LadyBoss Weight Loss from a startup to a company with 350,000 customers in just a few short years.    Don’t miss this in-depth, behind-the-scenes look at what it takes to grow and scale a successful company like LadyBoss, which helps women lose weight, transform their health, and love themselves and was named number 4 on the Inc. 5000 list of the fastest-growing privately-held companies in the United States in 2019, in a few years instead of a few decades.   The strategies, the mindsets, the vision, the customer relationships--you’ll hear it all. Everything you do starts with you Brandon and Kaelin started in network marketing separately, before they ever met, and both found their way into weight loss, health, and fitness. Network marketing taught them how important developing and maintaining relationships are to success. It taught them how to listen and find out what people really want. It also taught them how to face rejection, over and over and over. Finally, it taught them about personal development, something they now know is critical to both their early success and their ongoing success. Everything you do starts with you, and if you’re tripping over the same issues within yourself, it’ll trip up everything you try to do. Dig in and do it When Brandon and Kaelin were ready to start their own company, it wasn’t the ideal time to pull away from the company they’d been with for five years. They were two months behind on rent, on their car payment - basically everything - and in danger of sinking even further into a financial black hole. With their backs against the wall, they locked themselves away from the outside world for two straight months, and worked around the clock to launch their company. It didn’t take stars aligning, or a fairy godmother waving a magic wand. All it took was the commitment to dig in and do it. How to get off the shiny penny highway With no shortage of tools, training, and strategies available in the world, Brandon and Kaelin often found themselves cruising along the shiny penny highway. Look, another awesome software we need! Look, another “new” marketing strategy we have to try! There was always something new to try. To avoid getting stuck on the shiny penny highway, Brandon and Kaelin developed a litmus test to help them decide whether “the next thing” was worth their time and energy: Was it what their customers and their company needed at that exact time? If not, they steered clear, because it was a distraction, not a step on the path to fulfilling their vision. Saying no to what didn’t align with their vision also allowed them to simplify, while simultaneously (and quickly) growing their company and better serving their customers. Don’t neglect the customer relationships A lot of companies fall into the trap of being cool and aloof with their customers. Brandon and Kaelin’s experience in network marketing helps them see it differently. They know, from years of experience, how crucial the customer relationship is to their success, so rather than shut their customers out, they encourage communication with their customers. Without customers, you don’t have a business. Don’t neglect them. A must-have mindset for all business owners Once your success reaches a certain level, it’s all other people see. But Brandon and Kaelin have been kicked in the teeth, made mistakes, and have had to get very resourceful to make it where they are. And it’s likely to continue to be that way, because that’s just the nature of business. Brandon and Kaelin are successful not because they haven’t faced challenges, but because they know they have the power, always, to overcome any challenge. Believing and accepting that no matter what comes your way, you have the power to deal with it and find another way forward, is a must-have mindset for all business owners.   Outline of This Episode 05:29 Backs against the wall 12:40 Trial by fire 20:56 Why the shiny penny highway goes nowhere 29:36 Never forget exactly who you’re serving 34:01 Are you doing this to your customers? 38:48 The secret to becoming and staying a team 46:15 How to handle it when the hits keep coming Resources & People Mentioned LadyBoss Weight Loss: https://ladyboss.com/ https://www.instagram.com/ladyboss/ https://www.facebook.com/LadyBossKaelin https://www.youtube.com/c/LadyBossWeightLoss Music for “Just The Tips” is titled, “Happy Happy Game Show” by Kevin MacLeod (http://incompetech.com) Licensed under Creative Commons: By Attribution 3.0 License Connect With James and Dean James P. Friel: CEO Quickstart: https://jamespfriel.com/ceo-quickstart/ Facebook Group: https://www.facebook.com/groups/hustledetox/ Facebook Group (BulletProof Business): https://www.facebook.com/groups/1107362546297055/ Site: www.jamespfriel.com Interested in being a guest on the show? Dean Holland: Blog: www.DeanHolland.com FB Page: https://www.facebook.com/DeanHollandHQ Billion Dollar Project: https://www.facebook.com/groups/BillionDollarProject/ JTT Facebook Page - https://www.facebook.com/justthetipsshow/

Want to be a fly on the wall as I talk to Tony today!? Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com And don’t forget to check out takethechallenge.com ---Transcript--- Russell Brunson: Hey, what's up, everybody? This is Russell Brunson. Welcome back to The Marketing Secrets Podcast. Oh, do I have a treat for you today. This week I had a chance to interview Tony Robbins, because a couple of reasons, number one, we are doing the Own Your Future Challenge that's coming up. Depending when you're listening to this, it's probably happening right now. And you can actually go sign up for that for free at takethechallenge.com. In fact, I would recommend pausing this, go sign up just so you've got it. But takethechallenge.com, a challenge about how to own your future and how to do a bunch of really cool things. And so, because the challenge is happening, and Tony and Dean are doing this with a whole bunch of other amazing people, I had a really rare opportunity to interview Tony. They said, "Hey, do you want to interview Tony for your podcast and your YouTube channel, all these things?" And of course, my answer was, "Yes." But I told him, I was like, "I don't really want to do an interview like everybody else is doing an interview. I want to do the interview based on things that I'm actually working on right now." So right now, as some of you know, I'm writing a book. My first personal development book ever. That's all I'm telling you. But a lot of what is in there, things I learned from Tony, and just principles and things I've learned from him a decade and a half ago that shifted my future and changed my destiny. And so, I said, "I want to ask you some questions that are a little different than everybody else." And he said, "Sure." I had a chance to ask him a whole bunch of really cool questions. I had a chance to ask him the difference between the science of achievement and the art of fulfillment. How can people go achieve everything, but be miserable? How can people have nothing, but they're happy? How do these things work together? These are ying and the yang, how do they work together? And I was able to ask him directly. So I asked him about the six human needs, which is one of my favorite topics of all time I think and had the biggest impact on me from Tony, and then how he gets from growth to contribution. And, oh... Anyway, it was amazing. It was so much fun. So, you guys are lucky because you're going to have a chance to listen to it right now. So, what I'm going to do is I'm going to give you the link in, go to takethechallenge.com, go sign up for the free challenge that way you'll have a chance to hear from Dean, from Tony, from me, from Jenna, from Sheldon, from Jamie Kern Lima, from Brendan Bouchard, from a whole bunch of just amazing people. It is a completely free challenge, so go sign up for it at takethechallenge.com and then come back and listen to my interview with Tony, and hope you enjoy it, it's going to be a lot of fun. And with that said we can cue the theme song. When I come back, you have a chance to hear my interview with Tony Robbins, about all the cool things I wanted to ask him. Oh, how cool is that? All right. We'll see you guys here in a minute. What's up, everybody. This is Russell Brunson. I'm here today with the one and only Tony Robbins. And we're going to be talking about a whole bunch of really cool things right now. There's a challenge coming up right out in the next... actually, it's happening right now as this is being recorded, and a lot of you guys watching, called the Own Your Future Challenge. And we'll talk more about that here in a minute, but before we do, I have this really unique and exciting opportunity to ask Tony a couple of questions. And so, I hope you guys enjoy some of the questions like I'm going to be enjoying this because he's someone I've been studying and learning from now for, man, probably 20-something years, had a chance to know you now for probably 13, 14 years, which is really, really cool. And it's not often I get to ask you questions. So, now I got you for 20 or 30 minutes. I'm excited to do that. So, how are you feeling today, Tony? Tony Robbins: I'm feeling awesome, buddy. Russell: Well, obviously the challenge we're going to be talking about more towards the end is about owning your future. This is this thing that we're trying to go towards. And especially right now, after all of the season we've all been through, where there's so much chaos and change and everything. Now it's like, okay, let's get background and let's look towards the future. But I wanted to kind of start off probably differently than some people have asked you, just because I'm in the middle of working on a book right now. And in the book, I'm trying to figure out this thing that I heard originally from you. You talked about this concept of the science of achievement versus the art of fulfillment. And this is something in my life, especially as I'm trying to own my future, and try to go this direction, I've found multiple times where I've achieved something in my life, and then expecting to be super fulfilled and excited, and having almost the opposite effect happen. I'd love to hear some of your thoughts about just those two, the yin yang between achievement and fulfillment and maybe why they're not exactly the same, and how we can have more success feeling fulfilled when we do have success. Tony: Well, I was trying years ago, I was trying to figure out, how do you really define an extraordinary life? Not just success. Success for most people, I think means getting what they want. I think fulfillment is giving what you're made for. And I think that the challenge for most people is, as we're growing up and we're developing our skill and our ability to start to master our own world, there's at least in Western culture, there's a huge push for us all to be achievers. And most of us have been so rewarded for that. I'm here on your podcast because of it. You're doing podcasts because of it. We both have managed to pull that off. But as you've discovered, as you're now, what, 41 did you say? Russell: Yup, 41. Tony: You're 41 years old. There's a stage of your life where you start to wake up and go, "It's not enough to just be successful. It's not enough to just be financially free." You know, I know that sounds crazy to someone who's not there yet, but you don't have to wait until you're financially free to have a sense of fulfillment. So, what I propose to people is that life requires two master skills. Skill number one is the science of achievement, which means the ability to take whatever you envision and make it real. Turn the invisible into the visible. To me, that's a spiritual process. But how do I go from, I have this idea, to living that idea or delivering that idea to millions of people around the world? To me, that's science. And the reason I say that is science is because it's duplicatable. If I want to make more money, I can go, as I did, interview 100 of the smartest financial people in the world and find out exactly what they did. And they all did different things, but there are certain universal patterns that I did in MONEY Master the Game, and Unshakeable, and so forth. And when you understand them, if you sow the same seeds, you reap the same rewards. So, in the financial world, it's a science. That's achievement. If you're looking at your health, it's a certain amount of science, meaning we're all biochemically unique, right Russell? But everybody has certain fundamentals, and if you violate them, you're going to have dis-ease or low energy. If you align with them, you're going to have an abundance of vitality, energy, and strength. So, that's science. But fulfillment is an art. That's why I said, there's two skills. The science of achievement, which you can duplicate and learn, and I've taught for decades, and you have as well, you did an extraordinary job of it. But then, the art of fulfillment. And the reason I call it the art is because it isn't a science, because it's different for every single person. That's why most people miss out it. First they miss out on it because they're so focused on achievement, and they think that's going to fulfill them. But I ask your audience, even yourself, think of something. You and I have talked about this before. Think of something you've achieved that you worked your tail off to achieve and then you achieved it, and then your brain said, "Is this all there is?" Or worse, how about something you achieve and you really were happy about it, but how long did you stay happy? You made this incredible achievement, took you years to get to. Were you happy for the next five years because of it? Russell: No. Tony: The next year? The next six months? The next three months? The next two weeks? Russell: The next morning you wake up? Tony: Most people are somewhere between three hours and three weeks maximum before they go right back to where they were because the brain adjusts. It adjusts because we're not made to sit around and just be fulfilled. We're made to grow. And so, the great part of achievement is it causes you to strive for growth. The problem is, people just keeping the hamster on the wheel, trying to achieve more, and they aren't making sure along the way they're fulfilled. So, I believe these are both critically important. If you ask me honestly which one's more important, it's fulfillment because success without fulfillment is the ultimate failure. I mean, I interviewed 50 self-made billionaires, the smartest financial investors in the history of the world for MONEY Master the Game. I did it over two and a half years, and about maybe 12, 13 of them are really good friends now. And I can tell you, out of that group of 50, and this is zero judgment, maybe four of them are happy people. Now, you go, "Oh, see? Money makes you unhappy." No, money just magnifies who you are. If you're mean, you have more to be mean with. If you're giving, you have more to give with. It doesn't change anything. But these people, they're not bad people. They're brilliant people, but they're so brilliant in one area and they miss the fulfillment side. To see one of these men arguing with his wife and kid, because they bought some jewelry that I think was around $2,500 and the guy is a multi, multi billionaire. He couldn't spend all his money in all these years, and yet he's got conflict in his own family because of his mindset. There are some people, for example Paul Tudor was with me the other day and he was talking about a neighbor of his, I won't mention a name, but the guy's in a $40 million home, he goes over with his young son, this was a few years ago Paul did this, and the guy has his own grass tennis court. And Paul said, "I've never seen that." Paul's a billionaire, one of the smartest financial people in the world. And bottom line, he goes, "Your son opened one of the can of balls." The son I think was like five or six or seven at the time. And the guy went crazy. "Get all those balls. When you open them up, they lose their pressure. That's $298." And Paul's like, "Bad boy. Okay, I'll give you the $3." So, some people, it doesn't matter how much they achieve. They're not experiencing the fulfillment. And it's more people than you would think. That's just an extreme example to get people's attention. So, my whole thing is, the art of fulfillment is finding what lights you up. And it's different for everybody. Now, if you can find a way to achieve and be fulfilled, that's pretty awesome. But most people get so caught up in achievement, they miss that other side. You think about the guys, the first Apollo astronauts that walked on the moon. I mean, you got to think about these guys. Imagine you're with 100,000 people competing to be an astronaut walking on the moon. And then it's down to 10,000, and then it's 1,000, and then it's 100. And then you're up in the space capsule with this rocket structure in back, and no one knows for sure who's going to make it, and you make it to the moon. You walk on the moon, you come back, you make it safely. There's a ticker-tape parade for you in New York City. You shake the president's hand. Now what do you do for the rest of your life for adventure? Russell: You can't match that. Tony: You're 34 years old or 35, I can't remember what they were, but I think it was 34, 35 years old. I got to interview three of them later on in life. Almost all of them ended up with drug and alcohol problems. And they talked about it quite openly, because they forgot to find adventure in a smile. So, they've got this one big achievement. And how long does that last? It's historic, but the emotion of it is not the same as the years go by because we're made to keep growing. What makes you fulfilled is growth. Do you want to know what makes you happy? It's called progress. Progress equals happiness. If you're making progress, even if you're not there yet, you're going to be lit up. Your weight isn't where you want it to be. But sure enough, you decide to start on a process and you're starting to feel better physically. You lose a few inches and you feel some energy and momentum, you're lit up. You're the ideal weight and you just stay there, no progress, doesn't feel very alive. So, we have to find a way to make progress. And it's different for everybody. Some people find it in music. Some people find it by serving in a non-profit. Some people find it with their kids. But you got to find what lights you up. And again, it's different for everyone. Russell: I'm curious, people who started going through this, the Own the Future Challenge, they're going to be given a very scientific, here's the steps to have success in one area of something. What would be the biggest thing for them, or just one thing they could anchor themselves as they're going through that, to make sure that they're not missing the fulfillment during this journey they're going through? Tony: I think it's helpful to think of this in sequences, because it's hard to be able to write and do everything. You know, if you're doing really great in your business, often you're not taking care of your body. Or if you're doing good in your business and your body, often your relationship doesn't get enough time. Or your relationship's doing great, you don't spend enough time with your kids. If your kids are doing great, often some of your finances aren't straight. So, it's the nature of the human being to focus on what they're good at and miss the others. But you know, I love studying different philosophies. Philosophy, or even religion, if you step out of it, what is religion designed to be? And there are many great religions around the world. I'm personally a Christian. That's what I believe, but I don't tell people what to believe. But whatever you believe, it's designed to guide you to create a greater quality of life. And regardless of what I may subscribe to, I like to learn from every philosophy because we're all human. I go to India usually about twice, well, about once every two years I take a group of people there and we go to a place called Varanasi. It's one of the oldest cities in the world. It's like 3,800 years old. And what's striking about this location is, the people come there because they believe in their religion, in the Hindu religion, if you die in Varanasi, you go to heaven. You don't come back. Their idea of hell is coming back and reliving everything, right? Rebirth. And so, they have this experience, when somebody dies there, they believe that they don't come back and they're so happy to die in Varanasi. They’ll crawl there, people are dying there. I tried to save a lady. I was actually helping a lady who was being helped by the Mother Teresa group, and she was angry because she wanted to die. What do you people do, messing with me? And then they carry the bodies there and they burn the bodies. They've been burning bodies 24 hours a day. There's wood stacked about five story high, and then those ashes of the person are put in the Ganges. And no one cries, because they see the body burning as, the teacher is gone and now the spirit is free. So, I tell you that because you don't have to subscribe to something to say, "Wow, that's fascinating, no pain in death and you have this total trust in the universe or God or whatever term you want to use for it." But they also have what they believe are the four aims of life. And they think about them in a sequence. And I think it's sometimes useful for people. So, if you want to jot them down, the first one in the sequence is called Artha, A-R-T-H-A. It's one of the first aims of life. And what it really is, is security and prosperity. And so, if you don't have security and prosperity, it's really hard to enjoy the central parts of life for any extended way. It's really hard to feel your sense of purpose when you're worried about whether you can feed your family. It's really hard to feel that highest spiritual sense. It doesn't mean you can't. It just means it's harder. And so, the Indian culture understands that. And instead of saying, "This is bad or not spiritual," they say, "Finding your prosperity, your security, finding the way to do useful work that you feel good about, that you know is helpful, but also gets you to an economic place where you're prosperous is one of the first aims of life." And then, when you get that automatically the other dimensions start to open up. Now, you don't have to wait, but it's useful to remember, that is where we start. That's where I started, it's where we all start. How do I make sure my family's taken care of? We didn't have enough money for food when I was a kid. So, this was an obsession for me at an early age. I want to do so well, we don't have to worry about that stuff. But it's not non-spiritual. It's about saying "This is part of life that is anchoring in the science of achievement." Think of it that way, right? But then the next level is called Kama, K-A-M-A. And that's pleasure. And it's like, okay, now that you have security and prosperity as a base, and it's strong, you don't have to wait till then, the next thing you start developing is enjoying more of life. Pleasure is the driving force of life. You've got to find what gives you pleasure. And I don't just mean sensuality. I mean, it can be art, it can be music, it can be serving. It's all the different textures of life, because without pleasure, life's pretty dead. So, instead of going, "Oh my God, what am I going to do?" It's like, "Okay, let me go to this challenge and figure out how to get my security and prosperity down. Let me think of a new vehicle. Let me figure out how to get money chasing me instead of me chasing money." That's really what this challenge starts out with. And then the Kama side is like, "How much can I enjoy along the way while I'm learning? How much can I enjoy learning? Just the experience. How much can I enjoy building this business from the very beginning or taking a business there to the next level?" That's part of what Kama is, is finding the pleasure in the expansion and the appreciation of life. And then, the third level is what you and I have probably most focused on, would be Dharma. Dharma is like, "Okay, I've got so much security and prosperity and I know what gives me pleasure in life. And I've found useful work." It's like, "Okay, what's my higher purpose? What is that deeper purpose for me at this stage in my life?" And a lot of people overvalue this because they've tried to make it something huge. You know, for me, my purpose is... I used to have these long mission statements. "The principle of life is to be the most passionate, playful, outrageous, enjoyable, generous giving example of God's grace, as I serve millions of people over the..." Now it's like, "How can I help?" You know? Because that's really what it is. When I'm serving, I feel alive. So, the number one question I've got is, how can I help? Whenever someone's coming, that's the question. It's a burning question and it's a beautiful question because it brings joy and love to me and to them because most people are happy to have some help from somebody who sincerely cares. And it's not like I have all the answers. It's just, I have a lot of them because I've made it 61 years and I've traveled to 150 countries around the world and dealt with tens of millions of people. So, I'm fortunate because I’m not going to be an idiot, I should have ways to be able to help. So, it's like finding what is it? What is that way of life that is true for you at this stage? You've got enough security and prosperity and of pleasure. What's it all about? And then, ultimately it leads to what they call Moksha. And M-O-K... Moksha. M-O-K-S-H-A, I believe is how they spell it. And that's your unity with God. Now, does that say you're not unified with God at the beginning? Of course not. It's just like, there's a point where that really becomes the priority in somebody's life. And in their view, yes, you work on all four of them, but you are going to in the beginning, put more focus on securing your life and getting so you're not chasing money, money's chasing you and you have freedom for your family, right? You're going to, in the beginning, you'll be more focused on hopefully enjoying the pleasures of learning and growing and expanding and building something so you don't miss out. And then, you certainly want to figure out what your purpose is, but again, most people are trying to make it so big so they'll feel significant, when really it's just what lights you up. And if you do all those things, it leads to a greater connection to the universe, God, whatever you want to call it. So, even though I'm not Indian, and I'm Christian, I still think that general philosophy is a helpful way to look at your life, and also keeps you from beating yourself up. Because a lot of us are pretty hard, including you, Russell, I know you really well, on ourselves. We expect ourselves to do everything perfect, every moment, every time. And life is a journey of growing. I always tell people, "What makes you successful? Good judgment. Making good decisions. What does good judgment come from? Experience. Where does experience come from? Often, bad judgment." That's how you learn, right? Russell: The circle. Tony: What I've tried to do in my life, was take the bad judgments and the good judgments and say, "Let me compress decades into days and share with you so you don't have to learn by trial and error, show you the shortcuts to those things." And that's what I've done with all of my events and books and challenges, and everything else that we do. Russell: Oh, so cool. Okay. The next question I going to ask you about, because the first UPW I came to was in Toronto. I'm really bad at years, but probably 12, 14 years ago, something like that. And at the time, I had had some level of success, but there were a lot of times in my life where I felt like I was doing this personal development, trying to grow and I was trying to contribute. I was going through growth and contribution, but sometimes I felt like I had my foot on the gas at one moment and my foot on the brake at the other time, and I'm spinning around, and I'm just like, "Why am I not moving?" I was so frustrated. And one of the tools that you give at UPW, that was for me, probably the first big aha I got from you, and I've had so many since then, but it was the one that was the paradigm shift where I was like, "Okay, the student's now ready to listen to everything you're saying." And that's when you start talking about the six human needs. And I looked at it because I was looking at growth and contribution, which are the needs of the spirit. And these are the things I was focusing on, like how do I grow myself? How do I contribute? But I kept falling back because of the needs of the body or needs of the personality, those four needs. And because I didn't have those things in order, or were out of whack or they would be for a little while organized and I could go over here, but then something would happen. I'd slip back into them. And those kept me from progressing until I learned how to manage those things and get in a spot where my needs were being met. Then I could go and focus on growth and contribution. And I think in this challenge, people are going to be inspired to start doing growth and contribution, but I don't want them to be like I was, where I had the foot on the gas going forward the foot on the brake. I would love if you could talk to us a little bit about the four needs of the body and how we can take care of those, to make sure that we're able to actually go and focus on growth and contribution. Tony: Well, it kind of ties in a little bit with what I was just sharing, I've just got to get it to another angle, but you're very astute in this area. So, for people that don't know, early in my life, early, I don't know, maybe 10, 15 years into my career, I've been doing it 44 years, I remember I traveled to more than 100 countries and I'd started seeing the same patterns. Obviously, when you go to Asia, there's different values. People value the group more than the individual. Saving face is critical in Asia. It's very different in America, right? So, I noticed those differences, but what I noticed no matter where I went, was you saw the same problems, the same arguments, the same problems in relationships, the same issues with people's bodies, same financial issues. And I began to realize, while we do get conditioned, our goals, our dreams, our desires may come from some of our conditioning and our life experience, but there are certain inherent needs that all human beings have. And I came up with six, not from a book, just from seeing people and then playing with it back and forth until I could see that I could cover everything that human beings really do. And so, the bottom line is, I found that certainty was the basic, fundamental human need of all human beings. The need to be certain you could avoid pain, and that you could have ideally some pleasure or comfort. Think of it as certainty/comfort. We all want that because without certainty and comfort, we have pain, we have continuous pain. You got damage, continuous damage equals bad. So, it's actually survival instinct. The difference though, is I started, as I went through these six needs, I started seeing everybody has them. But as I will describe them to you really fast, there is a difference. And the difference is how you value them. For some people, certainty as the number one thing in life. If you change anything, they get upset. If you move things on their desk, they freak out. You change the time, they freak out. That's an example of certainty. Some people get their certainty by doing the same thing every day. Some people get certainty by trusting God's going to guide them. Some people get certainty because they've screwed up so much in the past and they still came out finding a way, and their brain goes, "I know I'll find a way, but I don't know what it is." Some people get certainty by smoking a cigarette because they're all stressed out and they take a breath, when they breathe in, it makes them comfortable and certain, right? Even though they're killing themselves. Some people get certainty by eating food for comfort. So, everybody has the need. The only two differences in human beings are, what's the order of importance for you that's going to completely change your direction in life? If you're certainty driven, you're going to be moving this direction away from the challenge. If you're uncertainty driven, meaning it's higher value for you, you're going to be going straight at it. And direction determines ultimate destination or destiny. So, once I know your direction, I know where you're going. I know what challenges you're going to face, I know what opportunities you’re going to have. Okay? So, the difference is, different orders and different rules. Some people, I got to do the same thing to be certain. Other people, I've just got to trust in God and I'm certain. Right? Very different. Some people work out to be certain. They get that strength in their body, they're ready to rock and roll again. We restored their certainty or their comfort. Some people eat to do it. Some of these ways you do are neutral. They don't affect you either way. They're just okay. Some actually have a negative impact, like smoking a cigarette. Some have a positive impact, like let's say trusting in God perhaps, if you believe in that, or working out certainly does. All right? So, the second human need though, outside of certainty is uncertainty, just so your audience knows. Uncertainty, variety, we all need surprise. I ask people at events, "Who here loves surprises?" Everybody raises their hand and says, "I." I say, "Bullshit. You like the surprises you want, right? The surprises you don't want, you call problems." But we need some variety, we need surprise to feel alive. Too much variety, people freak out. Too much certainty, people are bored out of their mind. So, are you in the lukewarm middle? No. You got to learn how to use both. Third human need, the need for significance, the need to feel unique, special, important. Everybody has it, including the people saying, "I don't want to be significant." What they're really saying is, "I don't want to be judged. I don't want anybody to be upset with me if I'm significant." Right? But some people get significance by working harder than anybody else. Some people do it by studying the Bible or Bhagavad Gita or whatever. Some people get that certainty by way of how they dress or their tattoos, or some people do it by money. Some people do it by being more generous. There's a million ways you can be significant or important to people or to feel needed. We all have the need. The only question is, how do you need it, and is it number one, two, three, four, five, changes how you're going to end up in one. Fourth, the need for love and connection. Everyone wants love and connection. Everyone needs it, whether they want it or not. Most people settle for connection because love is just too scary. And then, those first four needs, as you know, are the needs of the personality. We all need certainty to survive. We all need variety to feel alive. We all need some feeling of significance. And we all need some feeling of love. When a person feels completely insignificant to anyone, and unloved, that's when they start thinking about checking out. That's when someone will consider suicide, where there's no compelling future for them. So, these needs are critical, but almost everybody meets them. Somebody meets the needs by smoking and then tearing other people down. You can feel important by making other people less important. If I move you down, I have the illusion I'm moving up. It doesn't really work long-term but it works for the moment. Sugar feels good for the moment, long-term it doesn't feel good. So, you can meet your needs in positive ways, neutral or negative, but everyone finds a way to meet their needs to some extent. But the ultimate needs that you described were five and six. You got to grow to feel alive. We grow or we die. Like I just said, progress equals happiness, right? And we grow so we have something to give, because if we contribute in a meaningful way, we feel more alive. So, a lot of people jump on and go, "I want to grow and give, grow and give." Which is, there's zero wrong with that. I think it's fantastic. But like the example I gave you from India, your certainty is often tied to your access to food and shelter, and a quality of life, and maybe a certain amount of income to provide for your family. Right? So, yes, you do need to honor those, but everyone's different. Some people value love as the number one thing and they move in this direction. Some people value significance, and they go in a different direction, because the more you demand significance, the less love you usually get. Right? Because people have been pushed off by it. If somebody wants totally certain, they go in one direction. If they want variety, they go in a different direction. Again, direction determines your ultimate destination or destiny. So, when I know which one are your top two, I know how your life is going to turn out. And then I ask questions to find out, what does it take for you to feel significant? Do you have to make a billion dollars or pray to God and feel the connection? Walk out and go for a run by the ocean and feel the universe with you. Everyone has different ways. Once I know what you want and how you go about getting it, I know your opportunities, I know your challenges, and I know how to coach you. So, your question though, was... to be specific, I had to give that context so everyone knows what we're talking about, is, okay, I want to grow and contribute because those are the spiritual needs. Those are the ones most people miss. That's what makes you most fulfilled. But I still got to do these other four things and they're really easy to do. So, I think of it as saying, "Find your vehicle, find what's going to give you that economic security and idea, and economic independence. Again, when you're not chasing money, money might be start chasing you. That's an important part. You have to work your off and refine it. Science of achievement. Along the way, make sure you find the variety, the pleasure of the uniqueness of everything you're doing, and stopping and bringing it in. Every morning I do a process where I think of three things I'm most grateful for and I experience them fully, and then I think of a blessing and send the blessing to all my family and friends. And then I think of what I'm going to accomplish next. And that sets up plenty of that variety and certainty. Significance. You know, the most significant thing to me is love. But it's like, what am I doing that matters? Let me do some things that matter today. Love. What can I do that's kind? The fastest way to love is to give love, right? Fastest way to kindness is give kindness in a world where the world is pretty divided now, but it's still pretty magical when somebody does it authentically. So, it's not hard to meet the first four needs. Growing and contributing. That's where you're going to feel the most fulfilled. So, when people go through these challenges, what I always try to do is, I don't just give them the skill, I give them the emotion to follow through because otherwise you can know what to do and not do what you know anyway. So, that's kind of the way I try to balance it. Again, science of achievement and art of fulfillment, and just be aware of them both and focusing on both instead of just one. Russell: Yeah. Oh, I love that. I think for me, it was interesting because I noticed that when I was struggling to contribute or grow, it was because something was out of whack. I wasn't getting my love and connection or I wasn't feeling significant or something wasn't in place. And when I got to the point where I could figure out, okay, here's ways to make sure that I'm feeling these needs in a positive way, not a negative way, then it takes that pressure off. And I was like, "Now I can go grow. Now I can contribute. Now I can do things." I've noticed even nowadays, if it gets out of whack again, it's like I got to make sure all these things are spinning and I can go back and I can show up at a level that I can't when these things aren't running the right way. Tony: Yeah, that makes total sense. Russell: Yeah. Cool. My next question, this is going to kind of transition a little more to the challenge now. Obviously, a lot of people who are in your world and my world, they're coming because the growth, right? They're learning and they're learning, and they're growing, and that part's so much fun for all of us. The growth part is addicting. And I think that's why people love reading books and going through courses and all sorts of stuff. But I know for me, the real growth didn't come from me in this growth phase where I was learning stuff, it's as I started contributing and started helping other people. For me it was, I was starting my business, I was teaching other people. And that's when I first started to really connect with that contribution and that part of it. I know that that's one of the big things that this challenge is about, is getting people from a growth phase to, now how do you contribute? How do you take this knowledge and these ideas and the things that you're developing and learning, and how do you use them to serve other people? And I'd love for you to talk just a little about that transition, of how we transition from a growth mindset to, here's how I can contribute with these gifts that we've been given. Tony: I think the challenge is called Own Your Future Challenge, that we're doing. And it's myself and Dean and an army of just great friends of ours who are smart. The focus here is execution. It's not just about more learning and growing in this one. It's like showing you, you've got some knowledge. Someone you care about, bless you, has knowledge and you can take that knowledge and bring it to people in a world, even when it's shut down. I mean, my business, I've got 80 companies plus now, but my core mission with my business is Robbins Research, where I did my events and I've done my events. I mean, they literally, they made what I did illegal because the size of it. I'd do minimum, it'd be 10,000, most of them 15, 12,000 people, somewhere in that range. And all of a sudden, they made it illegal in every country in the world that I wanted to go to. Australia, London, Italy, France, everywhere, America, all over the place. And so, I had to figure out what to do. But I've got to tell you, I'm reaching more people now, and I'm doing it in a different way. You know? So, the tools to be able to reach people all over the earth, I mean, four billion people are on the internet now and we're going to see another two billion join over the next five or 10 years. Almost 50% more people are going to join the internet. The size of the marketplace of people you can serve is unbelievable. But you have to be able to get the skills and you got to get yourself to execute. A lot of people, as you said, get addicted to just the learning experience, which is the aha moments, like, "Oh my God, I understand that. That makes sense. Oh, I can change the world with that." But you know, I was very lucky, Jim Rowan was my original teacher, the personal development speaker. Some of your listeners probably know his name. He's been passed away for some time, but he used to always say, "Tony, don't let your learning lead to knowledge and become a fool." He said, "Let your learning lead to action." And he'd tell you to become wealthy. And to him, wealthy wasn't just money. It was like an extraordinary life. It was living life on your terms. It was life that was full of joy and happiness and fulfillment and meaning and economic freedom. And I think that's what we're really looking to do with people in this challenge, is show them the tools to execute. Yes, you can have the excitement of learning all this stuff and there's no charge for the fricking thing. It's these challenges, my last one I'm going to do this year. I did two this year. But I wanted to do it with my friends because I wanted people to have a vehicle. A lot of people don't have that first Artha. They don't have a vehicle for prosperity and security. And they're looking at a world where the world's changed, it's upside down and it's not going to go back to exactly how it was. Some things will return, obviously. But a lot of them aren't. And so, your job is to figure out, "What am I going to do now?" And so, where are you going to figure that out? So, we decided to bring the best people we know together to show you and show you how to use technology to do things in minutes. When I started out in this business, I mean, it took months to pull off. But literally the technology can do things for you today, as we all know. And so, I'm very excited about we're going to be able to offer people. But in a few days, they're not just going to have more knowledge and excitement, they're going to have perhaps a business or at least the beginnings of a business. And maybe even be online starting that out all in the few days of the challenge. So, that's the difference I think we're really focused on here, is making sure that... I always tell people, knowledge is not power. Knowledge is potential power. Execution beats and trumps knowledge every day of the week. That's our goal, is to get people to really each day, make some small actions, so by the end of the challenge, they're really in a place of having their business, or if they had a business, taking it to another level. Russell: Yeah. Well, I'm excited for the challenge. I'm going to be flying out to Phoenix and hanging out with you and Dean and everybody for one of the days. Tony: Looking forward to that. Russell: And I'm actually bringing my twin boys. My twin boys are 15 years old and I'm trying to show them how to control their future. So, they're going to come and sit there and experience it. And then, we're actually going to go out afterwards with some friends and we're going to go and feed the homeless and spend some time, and just showing them some really cool experiences after the challenge. So, I'm excited for it because I'll be participating in it as a student, and also as a one of the teachers as well. Tony: I just want to say something about you too, Russell, to your audience. You know, a lot of people virtual saying, "I'm going to go feed somebody," but you do this all the time, just like I do. It's not like something you do and then tell people you're doing it. You're just really doing it. And I love that you share it. Same reason I used to never share what I did in this area. But then I start realizing it inspires people to consider something new. And we're not doing it because we're just such good people. We're doing it because it's so fulfilling to do something for someone you don't even know. It's people don't understand what that does to you, to just do what's right. It doesn't have to be 24 hours a day. And especially doing it with your kids so they get addicted to it at an early age. I really honor you for that. Russell: Oh, thanks. I'm excited. It's going to be a fun experience. It's going to be a new experience for them. I think it's going to be awesome. Well, for those who are listening, if you're watching the video, there will probably be a link down below. But if you're listening, the sign up link to go sign up for the challenge, if you go to takethechallenge.com, that's where you can go sign up for the challenge through our link. And we've got a bunch of really cool bonuses and stuff for everybody who gets involved and hangs out. But that's where everything will be at, at takethechallenge.com. And if you do that, you have a chance to hang out with Tony and me and Dean and Jenna. And I don't even know. You have some amazing speakers that are part of this, people that only Tony could bring into the world, nobody else would say yes to be part of this. He's got some amazing people who he has a chance to come and hang out with and participate and learn how to start your own business. How to start going from this, from a growth mindset to contribution. "How do I create a business that serves other people?" I think I never understood that was what business was really about until honestly, probably the last seven or eight years since I started running ClickFunnels, and I seen, when you create a business and you help other people, that contribution, you see how people's lives are changed. I'm not talking about my own. I'm talking about people who've used ClickFunnels. You know, one of my favorite success stories inside of our ClickFunnels community is a couple named Brandon and Kaelin Poulin. And they were young, 22, 23-year-old couple when they came into our world, and she's really good at losing weight. And she took her knowledge and her experience, and now they've helped over a million women to lose weight. Tony: Wow. Russell: They've built a huge company that's 70, 80 employees now. And they're changing the lives of so many people and it's one person, one person taking their knowledge, turning it into something they can contribute. And it literally, the ripple effect of that is huge. You look at a million women, that's amazing, but those women have families and kids and communities they serve. And that ripple effects keeps going out. And that's just one person. And so, you never know where it's going to turn until you take that knowledge and turn it to something amazing. Tony: You think about where we are today, because of technology you can do that so fast. Try doing that 20 years ago. Trust me, it was a very different process. So, the possibility of that kind of impact is there. So, it all comes down to having an orientation that realizes that the only way to get wealthy is do more for other people than anybody else is doing, and do it consistently. And of course, if you add that much value, you'll have value that's added to you as well. But learning how to do that quickly, efficiently, step-by-step, that's what this challenge course is about. So, we look forward to seeing you guys there. Russell: That's awesome. Well, thank you, Tony. Thank you everybody. Again, go to takethechallenge.com, get signed up and we'll see you guys live here in a couple of days. So, thanks Tony. I appreciate you. Tony: Thank you, buddy.

How and why we’re creating so many hooks, to bring more people into our world. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today, we're going to talk about cheesy videos, thrown out hooks, and a whole bunch of other fun stuff. All right, all right, everybody. I hope you guys are doing great today. Oh, man. I want to tell you about the fun things I've been doing in my life. Well, let me step back. Okay, so those who have followed the ClickFunnels journey for a long time, you know that we're always trying to figure out different ways to get people to join ClickFunnels and to buy my products and all the things. And it's funny, because I get people all the time who ask me, "Why are you still making so many ads and creating products and writing books, and all these kinds of things?" And, for me, it's a couple of reasons. One is I love what I do. So there's the most important thing. Number two is I feel like the things we're doing help us grab different segments of the market and bring new people into our world, which is exciting. Number three, if you've read the book, Crossing The Chasm, we're at the spot now where we have I think penetrated the early adopters and the innovators in our world, and now we are moving across the chasm to try to get the rest of the world to become funnel hackers and to join this movement that we're so excited and so proud of. And so those are some of the things that are happening. And so number four, I think number four, who knows what number I'm on, number four is I feel like I'm trying to create examples for you guys to model. And so there's a lot of the reasons why I do it, and that's one of them. So one of the things we did a few years ago was we hired the Harmon Brothers. You guys know they did Squatty Potty and Fiber Fix, and some of the most amazing viral videos of all times. So they've done I think four or five. Anyway, They did a bunch of videos for us that have gone viral that have been really good, that were really, really fun. And last year, I actually was watching Kaelin Poulin. Those who know Kaelin, AKA the LadyBoss, she grew up in our world doing a lot of our stuff. And it was interesting because about a year ago or so, she started doing these videos and they were like viral videos, but instead of typically the Harmon Brothers style video, they hire actors and actresses and everything, instead Kaelin was the actress in each of the videos. And they were scripted out and they were funny, and I watched these videos that she was rolling out and they were so cool and I was so excited by it. And I messaged her a couple months later just to see how they were going, and I can't remember the numbers, the number I remember my head which could be completely wrong was 6X. She was like, "This has grown our company 6X, these new videos." And I got excited. I was like, "I want to do that, make funny videos." But I'm the person in it as opposed to hiring actors and stuff, but I didn't have the time or the bandwidth. My team, we have a million things happening. And so it's cool though, there's another company that's competitors to Harmon Brothers, but their business model's a little different. Instead of doing one highly produced video that costs $1 million, they do a whole bunch of smaller videos. And so the guy that owns it, his name is Travis Chambers. He lives here in Boise, and so messaged him, because I was like, "If I could do these videos and not have to leave Boise, that'd be amazing." And so we ended up working out a deal, and basically we're doing 12 videos with them where each month we launch a new video and they're fun. So they do all the scripting. I told him, I'm like, "I don't want to think. I just want to show up, film stuff, go home, and then a month later the videos launch and I'm not involved in the process of it." And so it's been fun because their team goes and they do the writing, they do all the things, and I show up and I them. And so some of you guys have probably seen some of the videos. The first one was me with a Coke and a Mentos bottle and a kitchen in an Airbnb we had rented showing if you put a Mentos in a Coke and it explodes and trying to catch all the Coke in a bottle. And the first time, it didn't work. Second time, we put a funnel and it works and you catch way more. And so it's this video, and it's me acting. I know. If some of you are watching it, you've seen me like, "This is cringe-worthy, Russell. You should not be acting." I'm like, "I know, I'm not an actor." But that was the first one we did. Next one we did, it was this lemonade stand scene, which was really funny. We blew things up, and it's hard for me to go back and watch these, I'm like, "Oh, it's so painful for me to watch myself act. It's so embarrassing." Then we did a Mission Impossible theme where they strapped me to a harness and I was drop from the ceiling. Then we did a first person shooter one, which is really fun. And yesterday we filmed the one that was an angel and the devil where I was the angel and I was the devil on a dude's shoulder trying to convince him to use ClickFunnels. And then today we're filming one for the Five Day Lead Challenge with lead magnets and a bunch of other stuff. And anyway, it's just fun. So every other month, we go and spend two days, we knock out two videos, and then we're doing 12 of them. Basically, we're launching one a month. So we're putting these things out there. And it's funny because I guarantee some people, especially I'm sure my competitors, are like, "Russell, you're such a dork. Why are you doing this? It's so embarrassing? Why are you putting yourself out there?" And I'm doing it for a couple reasons, and most of them were the same reasons I talked about earlier. I'm legitimately proud of what we do, and my job, if you've read the Traffic Secrets book, is to create hooks, to grab people's attention so I can tell them my story so then we can make them an offer. And so all these things are just different hooks. Me dropping from the ceiling to get people to OFA challenge is the hook. Me being an angel and a devil and acting horribly, because I'm not a good actor, is a hook to get somebody to stop the scroll so I can tell them my story, so I can bring them into our world. And all these things are that way. So I'm telling you guys this because I know some of you guys aren't making ads because you're embarrassed. "Oh, I look stupid. I'm not funny. I'm not blah, blah, blah," whatever the insert excuse here. Some of you guys are doing it because you don't know how to act or you don't feel comfortable on camera. Do you think I feel comfortable on camera doing these things.? No, I don't not, even a little bit. It's so awkward for me. They were making me do these voices that were so embarrassing. I watched the video afterwards, it's all super cringe-y. But then it launches and, oh my gosh, it grabs people's attention. It stops the scroll and it's bringing new blood into my world. And so that's why I do it, because it's the way I reach more people, it's new hooks to throw out there. It's new creative putting out there all the time. The more creative you put out, the more people you can grab, the more attention you can get. And so that's one of the big reasons. Number two is I'm trying to model for you guys what's working. You look at Kaelin's videos, and if you haven't, go follow their fan page and watch her videos. They are killing it with it. And she's a better actress than me by far. Her videos, I mean, come on now, she's just great at what she does. I'm the dorky version trying to be cool like her, and I'm not as cool as her, but they still work. And so it's modeling, "Why is Russell doing this? This is goofy." Instead of being, "Why is he making these goofy videos?" it's like, "Huh, maybe there's something behind these. Maybe I should try to make something like that. How can I have some fun with it?" I remember when we first started thinking about how do we throw more hooks out there? Dean Grasiozi was the one I was following at the time, and he was putting out so many videos. He was doing magic trick videos. He was doing him and his daughter's soccer game videos. He was doing thing after thing after thing, and I was like, "I need to put out more hooks. I don't even know what to do." And it was hard for me. And so by hiring somebody and putting it in a process, it's something where it's forcing me to put out these hooks way more often. And so, anyways, hopefully, again, I know a lot of you guys, you go and you buy the book, you buy the course, and you hear me talk about throwing out all these hooks. Yes. That's a big part of it, but that's not the full point of it. The full point isn't for me just to tell you about getting hooks. It's for me to actually do it so you can see me and be like, "Oh, that's what Russell's talking about. He actually practices what he preaches. Unlike most of the gurus who just talk about something, Russell's actually doing this. Let's model what he's actually doing anyway." Anyway, so I'm sure if you've seen the videos, that's what they are. If you haven't seen him yet, I'm sure you will see them and they will keep popping up and you'll be like, "Man, that Russell Brunson, he's the hardest working man in this industry. He cares more about this craft than anybody because he's willing to embarrass himself and put out all these hooks." And it's true, because I love what I do. I love my message. I love the people that we're serving. And so I'm willing to be uncomfortable and be goofy to get their attention. It's interesting. I remember hearing, I can't remember who it was, but this is probably a decade ago or something, I was studying, I wasn't studying acting, but I was studying actors who were successful, and I remember reading a quote from somebody saying, "If you realized how to be a good actor, you do things that make you feel so uncomfortable then on camera seem normal." And I remember hearing that and I was like, "Oh, weird." And I remember the very first time I was trying to get PR, oh excuse me, I tried to do an infomercial. That was the first time. I tried to do infomercial and I remember my host came on and he was interviewing me on the infomercial and after the first take or so he stopped. He's like, "All right, this is the deal." He's like, "If you talk normal, you sound like you're dead on TV." He's like, "You have to be up like this and super excited and then you sound normal on TV." And so he said, "That's the energy you have to have, it's way up here, to be able to sound normal." And so he kept training me and forcing me to do these things that stretch, that made me feel uncomfortable. He's like, "Take it to the level 10, level 12, level 15," wherever it is. And then he's like, "Now you seem normal." And sure enough, when we watched the infomercial back, I was like, "Oh, it actually doesn't sound goofy. It sounds normal. Whereas if I sounded normal, it sounds like I'm dead." And that was just a big a-ha. Same thing when I did media training before I tried to do my PR the very first time. You've got to grab someone's attention. If you talk like you normally do, nobody's going to pay attention, you're not going to get people's attention. And that was 18 years ago, 15 years ago, whenever it was. Nowadays, it's way harder. How many ads do you swipe through on Facebook or Instagram every single day? How many times has somebody heard about Dotcom Secrets or Expert Secrets or ClickFunnels or One Funnel Away Challenge, and they even ignored it until they saw me dropping from the ceiling like Ethan Hunt in Mission Impossible, or until he saw Shoulder Angel Russell fighting with Shoulder Devil Russell. And then all of sudden, they're like, "Wait. What?" And they watch it and they're like, "Okay, I've got to try this thing out." What's the hook that's going to finally get the person's attention? You don't know until you go out there and do it, and do it, and do it. So anyway, that's why. That's the purpose. I hope that it helps. With that said, I'm going to get cleaned up, because in one hour they're picking me up for my next video. This one's going to be goofy too. Not as goofy as yesterday's. Yesterday's, I'm actually really excited for the shoulder angel and shoulder devil one. But today's is one for our Five Day Lead Challenge. Like I said, every single month, we're picking a new video to do and trying new hooks. Some hooks will work, some won't, but you don't know until you throw them out there. So that said, you guys, get back to work. Go make some more hooks. Make some more videos. Throw it out there. Get your audience's attention and try to change the world in your own little way. Thanks again, and I will talk to you guys all again soon.

Welcome to this special episode series! Recently I recorded a training video for my 2CCX students and I made them commit to taking on 5 different challenges that would help them strengthen and grow their businesses. On this first episode we discuss challenge #1, Simplify your business. So tune in and see how these challenges can help you and your business get to where you want to be. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to Marketing Secrets Podcast. All right, I want to share with you guys something really cool. So recently I did a training for people who were inside of my Two Comma Club X, high-end coaching program. And the training chat really cool, and I thought it'd be fun to share it with you guys. So I'm actually going to break it up over the next five episodes. There are five challenges that I gave them to do to be more successful inside their business. So, that's kind of the game plan. So each episode we'll cover one of the five challenges, and this very first challenge is called Simplify Your Business. So we're going to cue up the theme song, we come back, you guys will have a chance to hear and behind the scenes of a private training I was doing with my Two Comma Club X, high-end coaching students, and I hope you love it. Whenever I would go to bed, I always like trying to do a lot ahead of time, this is my business model, I know what it is, it's like I'm driving traffic to a landing page, and then from here I'm upselling people on the phone, or I'm doing a webinar, or I can have a structure, like what you're doing, right? And it's all the speakers are coming in that are giving you ideas. The goal is not to be like, "Nevermind, I'm believing that," rip it up and start something new. And the next speaker, you throw it away and something new. Instead, it's like listen to every single speaker and listening to their model and be like, "That's really cool, I love how they're doing that." And then be like, "That piece right there, that one thing that person said, that's something I can take and I can apply to my existing framework, the existing business I'm trying to do." Okay? Because if you're not careful, you're going to hear all, again, we have so many amazing speakers, all of them had their own take on how to do business. If you're not careful, you're going to rip up and rewrite your business plan 20 times in the next two days, which is not going to help you. It's not going to get you to momentum, it's going to get you out of momentum. Right? So the goal of this is to keep the frame or keep the business that you're working on, but then looking for what's the piece of gold from each presentation. Right? I'm going to be sharing these five different things. And each of these things, some of you guys might thing, "That one's not for me. That one's not for me," and, "That's the piece of gold I needed, I can add here, and I can apply to the framework that I've already built. It's going to help me to speed up and help me get to that next spot faster." Okay? And so that's the way I want you guys to start looking at this week, not, "I'm rewriting my business plan 20 times over," it's, "I have 20 amazing people coming, what's the one piece of gold I can take from each speaker that I can apply to the existing thing that I'm already working on to help amplify it and help get me back into momentum?" Does that make sense? So that's kind of the goal. So with that said, I'm going to jump into five different things I kind of wanted to go through with you guys, and I think they're fun. I'm excited for it. So, all right. So the first thing, so again, I got a bunch of just things. So my first thing I want to put out there for everybody is the thought process of how can I simplify my business? How can I simplify my funnels? Last year, we did an affiliate retreat, some of our top affiliates came, and they came to Boise, and then Dave and Miles and everyone, took them out to McCall where they did water skiing and everything. Before they went out to have the big party, because I wasn't invited to the party. I'm just kidding, I was probably invited, I just wasn't able to go. But before they all went, I sat down for like an hour with everybody and kind of asked everyone about their businesses, and everyone asked me some feedback on this stuff. And I remember one of the people who was there, her name is Alex, she asked me the biggest advice. I kind of asked some questions on her business. And really quick, I found out that basically she had like, I don't know, half dozen or more funnels that she had, she was driving traffic to, she was trying to do all these different things. And I said, "Ma'am, my biggest piece of advice for you right now is to simplify everything." I said, "Pick the one funnel that you like the most and delete the rest." This should not be something where we're driving traffic to six or eight or 10 different offers. If you are, it gets very, very difficult. It's hard to focus all your efforts. I think a lot of people see my business and they're like, "Russell, you got eight offers." I'm like, "Yeah, I have 400 employees." You know what I mean? We're doing 10, $15 million a month. Don't necessarily model me because we've got more staff recently. When you get the point where you're trying to go for the billion dollar company, then look at me. But right now, what most guys are trying to zero to a million, million to ten, and ten to a hundred. So in those windows, the thing that's going to drive you is simplicity, one funnel. And what's crazy is as I'm doing this book launch, Alex, she interviewed me on her thing, and she said, "Man, the biggest thing that grew my business the last year is when you were in Boise, and you said I need to kill all my funnels but one. She's like, "I left all stressed out because I love all these funnels. I put so much time and energy, but I thought, everyone says, 'Do what Russell says,' so I'm going to do what Russell says." And she's like, "I killed all these babies and I kept one." And she's like, "Because of that, all my focus is on my ad dollars, my promotions, my content, everything's focused on one thing, and because of that, it's grown." And so I want to challenge you guys today. Again, this comes back to this whole over the next 20 speakers, don't try and reinvent 20 different business models. It's simplifying the one you have and figuring out the nuggets of gold you can apply to it. Okay? So I'm going to show you guys if I was to start over right now, like the most simple model on earth, and this is all I would do, if it was me and I'm trying to make a million to $10 million a year company, I would do this. Okay? And I'm going to show you, it's Ben Settle slide, because Ben is the most consistent, simple business model I've ever seen, and it's exactly what I would do. So Ben has got one product. Since the last couple years, he's developed a couple of other ones, but the reality, all those other products are... so he publishes a monthly newsletter. It's 97 bucks a month. You get a physical print newsletter in the mail every single month. And that's kind of what his business model is. And if you see, he sells other things, all he's done is over the last 10 years, he's been publishing this newsletter. He'll be like, "What are all the newsletters on this topic?" And he'll take like 30 issues, and he puts them with the others, like, "Here's my new product." And it's literally just his issues that are grouped together based on topics. So he only has one thing he does. Every month, he writes the newsletter and he sells it. It's 97 bucks a month. And that's it. Right? And then he's got a squeeze page, and a squeeze page is basically, "Come here, give me your email address, and then I'm going to sell you my newsletter." Right? So people come here, they go to bensettle.com, they put their email address in, and then he has his one product he sells. Basically, what he does is he sends out an email every single day, selling his one product. That's it. That's his business for the 10 years I've known him. I'm on his email list. I get an email every day, sometimes twice a day. And all he does is he promotes one thing and that's his newsletter. That's it. That's the business model, simple, easy, million dollar a year business right there, one product. And he sends an email a day. So you come in and here it is. I was just pulling this today, I took a screenshot just to show you guys. March 11th, there's email. March 11th, there are two emails. March 10th, there were three emails. March 9th, there were two emails. March 8th, my birthday, there were two emails. March 7th, there was email. And just consistently, consistently, right? So his whole business model is get people to come to my squeeze page, they give me their email address, I email them every single day to tell them to buy my one product. And you'll go, "Russell, what if they already bought the product, then what do I email them?" The same thing! Okay? Because guess what it does? It gets people to stick. It's funny, the biggest growth I had in my business was five or six years ago, we decided we were going to focus 100% of our efforts on click funnels. And prior to that, most of you guys probably didn't come into my universe prior to that, but if you would have looked at it before, we had so many different offers, they were all over the place, like something selling this, and this, and this. And so I'm emailing my list, I'm like, "I don't know, I'll promote this today, and then this," and they're all sorts of random things, right? And when we said, "Okay, we're going to sell click funnels," everything's focused on this one thing, one product, one service, then everything grew for us. Right? And even now, if you look at my business, we have front end funnels, like the books and things like that, but the only goal is if you want to buy the book is that you get into click funnels. Everything leads to this one road. And so the business model could be as simple as a squeeze page, get somebody email, to opt in, and then a print newsletter, or a webinar, or a membership, just one thing, right? Or my high-end coaching, whatever the one thing is, and then every day email about it. And even if they bought it, you still email them every single day because it increases their likelihood of sticking. Right? They're seeing another promotion. It's like, "I did buy it. I remember buying that, that was a good thing I bought it. It's a good reminder." It's a stick strategy. Probably three or four times a year, someone on my marketing team will come back and be like, "Russell, we need to use all the Actionetics complex features where people who have already bought this, it pulls down, they don't see any more messages about this and that." And like, "No, stop trying to be so technical and geeky. I don't care some about the book and they get 15 other emails about the book, because guess what? Now they're more likely to actually read the book because I keep selling them." I'm like, "Selling them on buying, it's one thing, but selling them on actually consuming it is another thing. So I'm going to keep telling you about it, and telling you about it, and telling you about it. I don't care if they bought it five times, I want them to keep getting it. If they got it and they've read it, I want them to keep reminding like, 'Yeah, that book was good, I need to go back and read it again, let me reference that thing.'" Right? So don't think that even though Actionetics and every email autoresponder has all these complex features where you can after someone's done this, pull them out so they never see the emails again, that's not necessarily good. Right? Simplify, keep things simple. During Funnel Hacking Live, after Garrett White had his presentation, we had this really cool moment backstage. I would love to, in fact, we did record, I just did the recording of it, but he told me, he's like, "A year ago," he's like, "My technical marketing team just convinced us to move off of Actionetics so we can move to, I can't remember what the other one was, something else, because that we could do all these more complex things and more split testing. And if they bought this, then like," he had this huge map. And he's like, "A year ago, they convinced me to do that." And it was funny because I had tried to convince Todd to let us use a more complex email software too, because I was like, "we can get so much more complex and so much better if we did this." And Todd laughed and he's like, " Dude, Russell, you haven't even finished the follow up sequence, like one, like you're trying to get more complex and you only have a simple, basic one right now." And we told Garrett that year. It's like, "You know what's funny?" He's like, "In the last year, working on this super hyper amazing sequence, it's going to do a million things." He's like, "Because of that, we've never sent an email out to our list during that time, because we bought the complexity, now it was so complex we never actually used it." And he was like, "I'm going home. We're canceling everything, we're moving back, we're just getting back to the simple, send an email every single day." I don't know, there's so many tools that create complexity, and I think that's what's keeping most of us from where we want to be. So strip complexity. And I don't care if you use the Actionetics, or active campaign, or anyway, it doesn't matter, but just simple. Like Ben's model is simple. He doesn't stress out. Every day he spends 15 minutes writing an email, sends it out, sells his one product and that's it. And once a month he writes print newsletter. That's the business. And the guy's written like eight zombie novels since I've known him because he's got nothing else to do all day, other than write a 20 minute email, send an email, do the once a month newsletter he publishes, and then he writes zombie novels all day. That's it. So, simplify. How can we simplify our businesses and quit overcome complexing them. We can do that. Our company now, "Let's pull things back, let's simplify it, simplify." And I think some of you guys may have heard me told this story, I went, this is probably, I don't know, maybe a year ago, I went to John, and obviously I'm obsessed with funnels, right? I'm like, "John, okay, in a perfect world, how many funnels do you want from the funnel team that we can give you, the traffic team, to go to market and drive traffic to?" And I was hoping it was like one a week or two a week, whatever. And he's like, "Two." I'm like, "Okay, what is that two a week, two a month, two a day? You let me know, we will do it." And he's like, "No, two total. That's all we need. I don't need more funnels." He was like, "In fact, if you stop making funnels, we would be completely fine." He was like, "Well, we're good now. We just need you guys focusing more on getting traffic into the funnels we have." That's what he told me. And I was like, "Oh." I remember Brandon and Kaelin Poulin came to our office in Boise. And I was showing them everything like, "This is our funnel building team." And there's like four or five people. And he's like, "What do they do all day?" I'm like, "They build funnels." He's like, "You guys still build funnels?" Like, "Yeah, dude, that's what we do." And he's like, "Huh." He's like, "We built a funnel three years ago and we just keep driving more traffic to it." And I was like, "Huh." There's the aha, right? You guys saw Brandon and Kaelin on stage getting the Two Comma Club C Award with one funnel. So simplicity, simplify things. Don't make them more complex. Okay? So many guys don't want complex things. I'm the same way, because I love creativity of the creating. Focus your creativity on new creative to get people into the one funnel you're focusing on. That's the shift in mindset. Okay? So, number one, simplify. Look at lead magnet, email daily core offers. Here's Ben's: people opt in, he sells them his newsletter, and he sends an email every single day about the newsletter. Okay? This is kind of something we've been talking a lot over last couple years about, publishing daily. I think some people stress out about it. Like, "I don't know how to do it, I'm not going to be able to do it." I want to simplify it again. Okay? Look how Ben Settle does it. Okay? He sends out an email every single day. Here's a snapshot of just since February 23rd, like literally, every single day. So he sends an email every day, and then he takes that same email, and he goes to his blog and he posts it, copy and paste it to the blog. Now he's posting a blog post every single day. Email a day, blog post a day, it's the same thing word for word, copy and pasted, but he's publishing every day. So if you know like, okay, if I'm publishing every day, I've got to send an email to my list every day. I know that. I'm going to log in, send an email to my list, and I'm going to copy the email, and I'm going to post to my blog and boom, now I'm done. Okay? I think so many times we get so scared about, "The publishing everyday thing, how am I going to do it?" It can and it should be more and more simple. Okay? All right. So the first challenge I have for you guys, I got five challenges today. Challenge number one, I want you to look at the funnels you are creating, the funnels you're working on, the business model you have, and think, "How can I simplify this? How can I make it where I can do the entire business in one hour in quarantine, then go play with my kids the rest of the day?" Right? How can I simplify my business? That's the first challenge for you guys. Okay? Challenge accepted? Can you guys all do that?

Welcome to part 2 of the 5 part Atlas Shrugged interview! On today’s segment you’ll get to hear Russell and Josh discuss being a producer and how important it is to continually create content. They talk about being a good steward over the ideas that God gives you, and how you should be preparing for even bigger and better ideas. And finally, they explain how “motion is the key”. So enjoy part two of this fun interview and don’t forget to go to tshirtsmackdown.com for your Atlas Shrugged swag! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody, welcome back to the Marketing Secrets podcast. All right, my first question for you, is how'd you like the first part of the interview with me and Josh of Atlas Shrugged? I hope you enjoyed it. Today, I'm going to give you guys part two of a five-part interview series. We will pick up after the intro song, we'll pick up where we left off. We'll keep diving into these topics, these concepts. Again, throughout this interview, we talk about religion, we talk about politics, and we talk about all these things through the lens of the Atlas Shrugged book. So with that said, we'll cue up the theme song, we'll come back, we'll go into part two of my interview with Josh Forti about Atlas Shrugged. Josh Forti: Because what I'm trying to figure out, this is open discussion here... I am a pretty motivated, driven person. I never would've described what I was doing as greedy. Russell Brunson: Would you have thought that when you were an athlete, or thought when you were a kid- Josh: Yeah. Russell: ...no. But what is it? Josh: Well, yeah. And that's why I asked you the question. Because I don't know the answer myself. Russell: I feel the same way, because I never... it wasn't until I was reading the book, The Utopia of Greed- Josh: Yeah, yeah. Russell: ...and all of a sudden, I started thinking, all these things we're doing... we call them growth, we call them whatever, which is awesome, but it is... it's a greedy time in your life, right? Josh: Yeah. I wonder what the actual definition of greed is. Russell: Yeah. Josh: I'm going to look this up. We'll see. Definition of greed. Russell: It has a def-... negative connotation in our world today. Josh: Intense and selfish desire for something, especially money, power or food. Russell: Or food. Josh: Well- Russell: There you go. Josh: All right. Money, power or food. Russell: For me, thinking about the lens of wrestling, when I was wrestling, I had a selfish desire for, I wanted to be a state champ, I wanted to be an all-American, I wanted to be a national champ- Josh: But why? Why? Russell: Because I wanted my hand-raising. That was all I thought about, all I dreamt about. I couldn't... I'm a very obsessive person, that's why I don't gamble. Because I was like, I put a quarter in and I win, I'm broke. It doesn't matter how much I started with, it’s gone. And I know that about myself. So when I started wrestling, and I got my hand raised the first time, I was like, that feels good, I want to feel that every day for the rest of my life. And I just went, blinders on, and that's all I did, that was my... and I mean, I wouldn't have thought of it as greedy, but by definition, it's like, you need to focus on these things about yourself. Now I'm in the phase of my life where I'm coaching wrestling, coaching my kids and stuff like that, and it's different, because there's nothing in it for you, except for seeing their hand-raising and that light in their eyes go off, and it's just like, that felt way better than my own. But you don't know that until you're in that phase. Josh: Yeah. Did having kids change that for you at all? Did it help solidify or give you a different perspective on that shift from greedy to- Russell: I think... maybe not so much solidify as much as I'm experiencing that in multiple parts of my life, not just the business part. Josh: Mm-hmm (affirmative). Russell: A lot in part, you think about our success stories and our business are our children, the children of ClickFunnels, whatever you want to say, they're the people that have come off it. So I think I'm experiencing it now with them, and it's been interesting and fun and... yeah. Josh: How long did it take you to finish the book? Russell: I think about two months. Josh: Oh, wow. Russell: You read it way faster than I did. Josh: Well, it's one of those things... it's funny because my mom was like, have you even read the book? I'm like, what do you mean, you made me read in high school. And I went back and I was like, oh, I didn't actually read... I knew the book, so I assumed I had read it. And then I realized it was 1200 pages and I was like, I don't remember reading a 1200-page book. I feel like I would've remembered that- Russell: I got to do it right now, because Russell's going to be talking about. Josh: Right. And that's exactly what happened. So it was like, oh, we want to do this, cool. And I could've sat down and had the conversation without reading the book. Because I knew the concept, the premise. And so then I went through it and... every night, two-and-a-half speed, couldn't sleep, I'd get up and like, oh, man, it's 3:00 in the morning. Close the book, go back in there. So- Russell: Can I interject? Josh: Yeah. Russell: Because there is something you started on that I want to make sure we don’t miss, because I think it was... you started leading real good and there is somewhere I want to wrap it because it’s an open loop in my head now. Josh: Okay, okay, okay. Russell: You started talking about how you agree on the left side of social helping people, but not the way that they do it- Josh: Right. Yeah, yeah, yeah. Russell: ...is that how you said it? Okay, so- Josh: I agree with what they want to do- Russell: Yes. Josh: ...i don't agree with how they want to do it. Russell: Okay, so, this is something that was powerful. So after I read the book, I was geeking out, and I'm like, who is this Ayn Rand, I want to see. So I started searching her and I found an interview she did on Donahue, 1980, three months after her husband passed away. And it was a fascinating interview- Josh: Oh, dang. Russell: ...she's atheist, does not believe in a god, all these things like that, so- Josh: She even made a statement about how part of the reason she wrote the book was to prove that religion was fake and to destroy all belief in any form- Russell: So once again- Josh: Super different. Russell: ...this is not the Bible for me, this is just... stimulating book that got my mind spinning. One thing she said during the interview that was so cool, because Donahue's like, "So based on this, you believe that we should all be producers and greedy and keep all our money and we should never... we shouldn't help anybody." And she said, "No, no, no, that's not what I said." She's like, "I never said that." She said, "What I did say, is that it should not be the government coming to you with their guns saying, 'Give me your 50% of your taxes.'" That's what's messed up. You think about this, if you give a gift... if someone comes to you and gives you a gun like, give your friend a gift, are you actually giving them a gift? No, you're not. Josh: Yeah. Russell: If you don't pay the taxes, they put you in jail. That's the thing. She said, "People should go and support people on their own." This comes back to... this is the whole thing we talked about before, the natural man is an enemy to God, and has been from the fall of Adam, unless he yields to the enticing of the Holy Spirit. Us yielding saying, "Hey, I have all this money, I should go help other people with this." That's God saying, you should not be greedy, use what you've blessed with and help other people's lives. Right? Them coming to you with a gun saying, "Pay your taxes or go to jail," is not you giving a gift. It's them taking it from you and giving it away. So you're not a better person because you did it, right? And then we get into the whole depth of... this is the government now who's the worst run organization in the history of all time, which… I won’t even rant on that. You want to trust them with the money, right? So I just want to share a practical example, because people are like, "Well, you wouldn't give money if you didn't..." whatever. Right now, I'm taxed more than 50%, so more than half my income goes to Uncle Sam. He's doing whatever the crap they do with it. Josh: Well, you just need some Cash Flow Tactics. Russell: Yeah. Josh: Shameless plug. Russell: Yeah. Anyway, I have no idea, I don't actually do my taxes. That's the tax bracket. But then you look at... when you yield to the enticing of the Holy Spirit. So there was a time when my friend Stu McLaren is like, "Hey, we're building schools in Kenya, and this is mission and we believe in it, will you help?" It wasn't greedy Russ like, "I'm going to help and this is going to be awesome." Josh: Yeah. Russell: I felt something, I was like, "Oh my gosh. That is a great cause. Yeah, how can I support you?" In that process you can see, here's pictures of Stu and Amy in Kenya, we've been to Kenya four times now. We donated money, we built schools... that is a gift, versus give us money so we can go do something with it, right? And then a couple years later, I heard about Operation Underground Railroad, and I was like, oh my gosh, and I felt the spirit saying, "This is a good cause, you should serve, you should do this thing." And I put time and energy and money into this thing. We raised multiple millions of dollars now to save children from sex slavery. And not everyone's willing to do that. Again, there's a segment of people who will... it comes back to, the natural man is an enemy to God and has been since the fall of Adam and will be forever and ever. A lot of people never get off the greed boat. But most people, as you start making more and more money, you look at anybody, you look at Bill Gates, look at Elon Musk, anyone who's making much money, what do they do with their money? Eventually they start giving it to charities or helping people... all these things, because there's that transition point where you feel that, you hear the voice, you hear God, whatever you want to call it. You should be serving more. And I think... I know that if my tax went from 50% to 20% to 10% or whatever that thing was, I would and could give so much more, and everybody could. Right now, half the money goes to organizations that... what's happening with the money? Do we know? Do we see any ledger of what's happening? No, it's insane. Josh: Even Bill Maher, who... do you know Bill Maher? Russell: I know who he is, I don't follow him- Josh: Stupid... super left, right? Definitely would not align with our political views, or your... or my political views. But even him is like, I have no idea what my tax dollars are going to. I have no idea where my millions of dollars I pay every- Russell: Isn't that scary? Josh: Isn't that crazy. It's wild. Only the government. It's crazy. Russell: And then they go like... sorry, this is a plug for OUR and Tim Ballard. Tim Ballard, I know does not take a salary. His payment for being CEO of Operation Underground Railroad and risking his life day in and day out is zero dollars they pay him. He funds it himself. All the money he makes is from his books, his speaking, other things he does, externally to pay for himself, because he doesn't want to take money from an organization saving kids. Can you say that about any of the government- Josh: Yeah. Russell: ...no, it's insane. It's... anyway. But, yeah. So for me, it's like- Josh: Somebody's going to mention that Trump takes a zero dollar salary in there. That's not what we're talking about. Russell: But for me, it's like, that's my big thing, understanding that I think there's this blend of left and right. If we're not producing, the fact that I'm going to wake up every morning and kill myself, even though I have more money than I'm ever going to need, now we have 400 plus people who have full-time jobs here... excuse me, full-time jobs here at ClickFunnels. It's 144,000 people who have active ClickFunnels accounts. Each of those people, if they had one employee, it's 144,000 jobs. If they had two to three, that means... you're looking at... it's probably half a million to a million jobs have been created because of ClickFunnels, because we get up every day and we're chasing something, we're producing, producing, producing, right? If you take away incentives of that... I'd have to lay off half my staff, which then... and then everything starts disappearing really quickly. Where it's like, if they took that away, now we can go and how much more could we do? We did the OUR... we talked about OUR and showed the documentary at Funnel Hacking Live, and since then, four or five dozen people who were in our community showed the OUR documentary at their events and made money, and it's like this ripple effect keeps growing, growing, growing, versus the other side where it's just... it shrinks and- Josh: Okay, so, I want to get non-specifically political here for a second with this and... I don't want to say play the devil's advocate, I just want to understand your thoughts on this. So the argument on the other side, if you will, the people that are more traditionally higher tax bracket, you should be taxed even higher. We want to take more of your money away because it's this. Basically, the thought process is like... listen, you have donated your money to Kenya and to Operation Underground Railroad and things like that, but guess what, there's probably people here in your own community, like in Boise, for example, right, or wherever these entrepreneurs are, that you have millions and millions of dollars, there's people that are homeless. There's people who can't afford medical payments, or there's people who genuinely need help. And so the argument is, yeah, you've given some, but you have so much of it, you could do that and be taxed higher. We could take even more of your money and your life wouldn't change at all, and we're also like... not talking about your business money, we're only talking about profit, we're only going to take that part of it away. And so the argument on the other side is, if collectively... and I'm just going to make up a number here. Let's just say there's 10,000 entrepreneurs like you in America, that have millions of dollars or billions of dollars... I know you don't have billions.... billions of dollars, we could take all that money, and hypothetically, we could solve a lot of these issues. We could tax the top 10 richest people, whatever. Why doesn't that work? Or, A, I guess it's a two-part question. A, are you... A, why doesn't that work, and B, what is your solution for that, if any? What's your perspective, your view on how that would help? Russell: Yeah, I think- Josh: Or can you not help everybody? Russell: This is the fun part, politics, right? It's tough, and I'll preface this before we dive into the actual question... it's tough because there's good on both sides and there's bad on both sides. That's the hardest thing, right? And so that's the hard thing, is you can argue both ways. Let's say me as an entrepreneur, because I only know experiences through my own self, right? Josh: Right. Russell: I know what I pay in taxes every single year. I know how much goes away, I know how much I make. And it's tough because the more... the less you make for the more you work, the less incentivized you are to keep working. If my take-home was $100 grand a year, I'd be like, why am I killing myself? I could work three hours a day and make that, so why would I keep doing this stuff? If there's no reward, then it's hard, right? It's like, what's the purpose of doing any of this stuff? And it'd be really easy to then shrink back, and the company shrinks, employees shrink, everything shrinks because there's no incentive for us to risk everything. It's a risk reward thing. That's a big part of it. How do you solve it, I don't know, I don't think the solution is the government to come in with a gun and saying, give us half your money so we can go solve this problem. I think it's, man, what are the things in you're interested in saving? What are the things that touches your heart, what are the things that you're inspired to actually help? For me it's Kenya, for me it's this, for me it's... there's other things that we give money to that I don't talk about publicly. But there's things that... what are the things that I care about? Let me focus there. Everyone's got different agendas. I had Matt Maddix, someone who I... Caleb Maddix is the father, he's super awesome guy. He came to me and he's like, "Hey, my mission is to save these kids off the streets and this stuff..." all these kinds of things. I'm like, "That's amazing," he's like, "Can you help me?" I'm like, "That's not my calling. My calling are these things here. That's your calling, dude, I respect it, I support it, I'll help give money or whatever I can do to help. But that's your calling. God gave you that. That was the thing that you were given, that's the mantel you're in charge of." And everyone's got a different mantel. So your calling might be different from mine, people come to me all the time like, "Oh, that charity's cool, but I support this." Like, good, I don't care who you support. Everyone's got different callings and they're all good. So I think we should be able to say, what's the thing that speaks to our heart that we're passionate about, and that's what we should focus our time and our energy and our money on, not... again, don't come with the guns saying, "Give me 50% because I think it should go over here." Josh: But what about the people though, that... let's pretend, and I have... guys, I love Elon Musk, I'm going to use him purely as an example. Clearly I have no idea what he does with his money. But let's pretend. So, Elon Musk and all his money... what if he wasn't charitable? Should the government, or anybody, be able to come in and be like, "Yo, you have so much money." Or Zuckerberg, or whatever. "You have so much money. We're going to... you got..." I don't know, he's worth $90 billion. Let's say he has $3 billion in liquid cash. I'm just... hypotheticals here. "You got $3 billion here literally sitting here. We're going to take that away and we're going to give you... you can have $500 million if it, but we're going to take $2.5 billion and give it to people who actually need it." Do you think that there needs to be some overriding law or power or something that's like, "Yo, you can't just hoard. You got to... if you have more than enough, you got to go and give it back." Or do you think that's a personal choice? Russell: I think it's a personal choice. Think about, how many jobs has he created? He's giving that stuff, and this is the reward for this risk and reward side of thing. And his $3 billion, let's say, what's his next thing? He's not just going to sit on it, that's stupid. For him, for anybody, right? Josh: Right. Russell: He's going to go invest in the next thing, he's going to create more jobs, do more things, to stimulate the economy in different ways. He's going to go and start PayPal, and then he's going to start Tesla, and then he's going to start sending rocket ships to space. A producer's going to produce, because they want to produce. It's the art for them. So let them create art because the byproduct of art is jobs, it is stimulation of the economy, all those things happening. And so for me, building funnels is my art. I couldn't care less about the revenue that comes from it. I need the revenue to be able to hire the teams and the people and the things that we need to be able to continue the art, to pay Zuckerberg, to show my ads on the thing. All these things are part of it. So I think, yeah, if he's sitting on $3 billion, it's just sitting there, but producers don't typically do that. They're reinvesting, they're doing stuff with it that creates more. Josh: I want you to come up with a story on the spot, go. Which you're pretty good at. But I want you to talk about that. Producers produce. I think that might be one of the... actually, I'm curious to know... I feel like that is one of the most misunderstood things about the ultra-wealthy. The people that are actually... not like, I inherited $200 million because I'm a trust fund baby. But the actual Elon Musks of the world, the Jeff Bezoses of the world, the Russell Brunsons of the world, what ultimately drives you to go keep doing more? You have all of the money. And I know... we talked about the... you want to contribute back part, but there's a million different ways you can contribute. Why do you do the things that you do? Because I feel like one of the misunderstood things is... and this is something I don't know how to explain it to people that don't know it, I told my fiance, I was like, "You should listen to Russell." Because I'm like, "I think like that." You know what I mean? If you don't understand me, maybe you could see it from somebody else and know that I'm not weird. I mean, I am, but there's other people like me, that think like this. But it's like, how would you explain to somebody that Elon Musk is going to do what Elon Musk does. He's Elon Musk. Zuckerberg, or whoever- Russell: Hank Reardon. Josh: Right, right, whoever. Russell Brunson. You're going to do what you do, because that's who you are. You build things, and the result of... because you need to build things, you need resources. So you're like, man, if I want to go build this thing over here, I need $100 million, or I need $10 million. I'm just going to go make that money, and I'm going to go do it here. And you're basically just organizing things. You're either creating or you're organizing. How does that mentality work? I don't think the average person understands that. And I think that's one of the big misconceptions of... because this goes back to the greed thing, and the reason I really don't like the word greed is because there is so much misconception about it, although I will say the definition says that it's probably that. Russell: It is a negative word... the connotation's super negative. Josh: But it's like, you don't exclusively do it because you're greedy. You did it because you don't know how to do anything else. You know what I mean? Russell: Yeah. Josh: Sorry, sorry, Alex Charfen… We can't turn it off, and we don't understand why anybody would want to. Russell: Yeah, yeah. Josh: Like that, that's the thing. Russell: If you think about it, it's creation. Why was man put on this earth? Were we put on Earth to wake up, watch TV, go back to bed? No, we have creative powers in our body, that’s how husband and wife get together and have children and create. That's the mission on Earth, we're always creating. Any of us, you get married, you create something, we need a house, where are we going to live at? And you create things to be able to get a job, to be able to organize matter, to be able to make, oh, we have a house now we can move into. And that's the thing, so many people though, they become... the word that Garrett White uses best, sedated. Where there's pain, and so because the pain, they're sedated, so they just sit in the moment of, they don't want the pain. Because the pressure is too heavy for the one point, it hurts so bad, they say, I have to stop. Versus what we talk about, over the last six years, I get destroyed, then increased capacity, then destroyed. And so there's two sets of people, there's the people that aren't producing, they're sedating, because they're afraid of the pain, nervous of the pain, trying to hide from the pain, I get that. There's been seasons of my life where I've felt pain and I just want to hide, and I have. And then there's seasons of your life, at least hopefully for most... and I wish everybody could experience it, because the opposite of it, when you're in the creation zone, when you're creating, you're doing it, it's hard, it's a different... both of them are hard, they're different hards, right? One is there's so much fear, there's so much just trying to get out of the pain, and the other one is just... you create to create, right? You can ask my team, we build a funnel, and for me, it's just like, look at this thing we created. We create a product or an event or whatever, and it's like, the creation of the thing, and sharing it with people, that's... I don't know. And I think it's the same way when I was wrestling, that was my art at the time, and I didn't want to do anything besides wrestling. When to tournaments and tournaments, I'm like, what's the next tournament, what's the next thing, kept doing that, kept doing that, my entire life, because that was the art. After awhile, you just want to keep performing what you're doing, right? And I think that if you can get out of that sedation that most people live in... I say the majority of- Josh: And I think that's the issue, that for you and I, we create. Entrepreneurs, funnel hackers, free thinkers of the world, they go out there and they create because it's like, that's what we do. Russell: Yeah. Josh: I don't think that's how most of the world operates. Russell: Yeah. Did you... initially, right, when they're born, they have that seed, that seed of whatever we call it, growth, greed, whatever, right? Something happens in life where they get the pain and they sedate because it's easier. I think that's one of the biggest problems, and I am anti-drug, anti everything that causes sedation, because most of the world, I see... especially in entrepreneurial community, where people could be doing so much more, but instead there's sedating with drugs or alcohol or weed or whatever, because it's like, let me take the pressure of myself. And man, what a tragedy. You could be producing and changing so many people's lives, but it's like, I need an outlet. The outlet causes sedation, it takes you out of your ability to produce. I think the majority of people, that's what they do. It drives me crazy, I see all the conversation on Facebook of... there's entrepreneur events where people come together, they literally... there's sessions, we talk about what mushrooms they use to hallucinate... it just drives me nuts. You guys are sedating to get out of this pain as opposed to stepping into the pain, creating and changing people's lives. So I'm very vocal, anti all that kind of stuff, because I think so many people, that's what they slip back into. One of the greatest blessings of my religion that I believe is I don't have these tools to sedate that most people use. And so my outlet is creation. If my outlet was drinking, if my outlet was drugs, if my outlet was these other things, I wouldn't have been able to produce, but I don't, so my outlet's got to be what, what is it? Production, let's create something amazing. And I think too many people let themselves off the hook and just, oh, I can create or maybe watch TV, or I'm going to go eat, or I'm going to go... if your outlet is something that sedates you, that's taking you out of your creative zone, I think most people slip back because it's easier, it's cheaper, it doesn't cause the pain. Garrett White's whole mission, Wake-Up Warriors, waking men up from that sedated state that most of our society are stuck into. That’s why I relate to him so well, because I see it in people I love, that I care about, like, you're sedated, if we could break you out of that and get you into production, you could change the world. Josh: Yeah, I think it's interesting. So, I have a coach who I think did that for me... I mean, I don't use Garrett White, which... that's an intense man, oh my word. Garrett, if you're listening, I would love to talk to you. Come on the show. I've always plugged him. Hey, if I'm ever going to get a guest... Elon Musk, if you're listening. Anyway. But I have a coach, Katie Richardson. You know Katie. Katie is... outside of my immediate family, and Leah, obviously, top three people that changed my life, Katie Richardson and Russell Brunson are two of those people that are in that top thing, right? So Katie is someone that I work with one-on-one. I don't think I was ever sedated in the sense of what you're talking about, but the opposite of sedation is being alive. Really, truly, coming alive, understanding who you are, what you are put on this earth here to do. And so the thing that I struggled with for the longest time, even from the beginning days of this entrepreneur, is right and wrong. I didn't want to do the wrong thing. I didn't want to tick anybody off, because that would be bad. Like, oh, man, you don't want to get into a fight, because that's bad. I don't want to make too much money because that might be bad. Or I don't want to say the wrong thing because it might be bad. So I lived in this black and white, is it right or is it wrong. Katie came along, and she's like, "Josh, there is no right and wrong." There is in the sense of moral right and wrong... I'm not going to go into that concept, but... universal truth, I do believe there's absolute truth. But in the sense of our everyday life, it's not so much is it the right thing or the wrong thing, it's what are you going to choose to do. But you can only know what you're going to choose if you're alive, if you know who you are, and you know what you're put on this earth to do. And that's why... it's funny, you might... I think you may know this sorry. So my brother dies, helicopter crash, beginning of 2019, kind of wrecked my whole life, ending up selling the company, sold the business to an investor, business partner took over, and Leah and I took off on our own. And it's supposed to be this four-month long trip where I was going to disconnect and figure out life and everything like that. And Christmas time, it's about a week before Christmas, and we're in the Philippines, in the middle of absolutely freaking nowhere. The nearest airport, hospital, anything, is six hours away. Absolute middle of nowhere. And Leah gets an intestinal eating parasite. She gets super, super sick. Can't sit up, can't keep food down. I'm like, oh my gosh, we're in the Philippines, middle of nowhere. So we go to the emergency room, and we get there and it's a cart... it's like a piece of plywood with two-inch foam, and there's no doors on the bathroom, no toilet seat, there's ants crawling... it's terrible, right? And so long story short, we end up having to cut our trip two months early, we lose tens of thousands of dollars in deposits getting her home or whatever. And I have no business at this point. We're supposed to be going for two months longer. I was supposed to fly home... I was supposed to come to Funnel Hacking Live, that was going to be our coming home. And I find myself in the basement of my girlfriend's mom's house, the night before Christmas, going like, "What am I doing with my life? How did I end up here?" I go through the process like, okay, I need a coach. And I go through and I interview a bunch of different coaches and I end up choosing Katie. And I'm like, "All right, Katie, you're going to solve all my business problems for me. You're going to help me make all this money, you're going to help me build this million-dollar business," and everything like that. And so the very, very first call, I'll never forget, the very first question, she's like, "All right. Vent. I know you need to." Just brain dump, vent for 20, 30 minutes straight. I'm like, "What's the answer?" And she goes, "Josh, who are you?" I was like, "Really? That's where we're going to start this whole conversation?" I just paid you 60 grand? And looking back now, that... and I do have a full circle with this. Looking back now, figuring out who I was gave me my permission to go do what I was called to do, without the fear of what anybody else thought. And I'm not trying to intentionally piss anybody off. I don't want people to actually hate me. But I'm so certain in what I'm doing and knowing who I am, that I know I'm a contributor to society. I know that I make the world better with what I do because I believe that everybody, deep down inside, God has given talents. And I believe that the thing that, whatever it is that you're good at, that you like to do or whatever, that's the talent that God gave you, and you have a choice on how you're going to go out and use that, and I believe that we should use that to serve Him. The problem is, is that I don't think... I think an overwhelming majority of the world has no idea who they are or what they're called to be. And because of that, the people like you or Elon or whoever, the producers of society, that know who they are, what their talents are, what they're called to do, things like that... you've seen my growth. You've watched me transition from this crazy little kid to this... that came by learning who I was and how I was contributing in the world and doing what I was called here and what I was put here for. So when you talk about sedation, I feel like that's the issue of, you're sedated, and so they don't even know who they are. They don't even know how to tap into it, they don't know how to understand it. Because of that, they look at someone like you, they look at someone like me, and they go, "Well, you're preventing me. You're taking away my ability to go do something, because you're taking all the money. You're taking all the opportunity. You have a category and the king of the market, so I can't go and do it then." To those people, this concept of, because you're successful I can't be successful, what is your response there? How do you interpret that? Russell: Yeah. Josh: How do you help someone shift and be like, just because I did it doesn't mean you can't. Russell: Yeah. It's interesting because... it's funny because for me it's such a foreign thing to understand that. I see that so many times entrepreneurs where, it's that mentality of there's not enough money, not enough opportunities or resources, whatever. You know this, I know this, and the bigger problem I have is there are so many opportunities, every single day... it's not that there's not enough opportunities, it's there's so many, it's like, how do you... I think when people start understanding that, look around. Learn some basic skills. The original DotComSecrets book I wrote because I'm like, if anyone took these principles, looked at any business, you could apply it and boom, it just works. It's magic. There's not a business on this... Adam’s Eye Care, I can see right there out the window... I can take DotComSecrets principles and blow that company up overnight. And so if you have these tools, you could do anything, you could sell phones, you could sell watches, you could sell books, you could sell podcasts. I think when people start understanding that, it's just education, they don't understand it. I have friends before who are like, “life's tough right now, there are no opportunities”. And I'm just like, what? There are so many opportunities, but you have to have the skillset that actually... can produce it. I think a big frustration obviously, I have, I think you have as well, is... and we talked about this a little tonight, with my kids... a lot of the things we were equipped with are school... the school system doesn’t equip you to be able to capitalize on opportunities. It doesn't, unless you're like, I want to be a doctor. Cool, this is the process, now you can capitalize on being a doctor or being a dentist, or whatever that traditional path is. To be able to walk in and make it rain somewhere, those skillsets aren't found in school. And you think about in any business, there's a couple personalities. There's the entrepreneur who starts it. Then there's the managers who are managing the people, there's the technicians who are doing the thing, and there's the rainmakers who come in and make money. If you learn that skillset... how do you become a rainmaker? How do you go in, and you can plug in any business, any opportunity, and you can turn it into money? And every door you walk past, there's opportunity. There's infinite, every human you see there's opportunity, right? People have to learn how to take the talent and learn how to market the talent. God gives us all different things. Some people... Kaelin Poulin, God gave her a gift to be able to help women lose weight. But it wasn't until she learned how to market that that it was actually now... now, the opportunity is huge. They’ve got, I don't know, 100 employees at her company, millions of women they've served across the world. Taking your God-given talent, learning how to make it rain, putting those two things together, now, unlimited opportunities. So I think a lot of times, we're given... and that's why I'm so loud about my mission, I try to share so much, because I believe that God's given everyone a calling. Says in the Scriptures, many are called, but few are chosen. Everybody's called. Everybody gets a calling. Everybody gets that tap on the shoulder. Everyone gets the opportunity. No matter where you're born, where you're... everyone gets the opportunity, you're called. Most people don't do it, or they don't know how to do it, because they have this talent, this hobby, this thing... and then what happens? They sedate, they hide, or they search. And if you search, you find the answer, and it's like, oh my gosh, now I can make this change the world. Josh: But do you think everybody has that talent though? Obviously, there's only one Russell Brunson. But I have discussions with my mom a lot. I have a great relationship with my mom. My mom always tells me, she's like, "Josh, not everybody's you. Not everybody thinks like you. Not everybody has to drive like you. Not everybody has the confidence like you. Not everybody has the..." and I'm like, you don't have to. You can do the same things, just in your own way. Russell: And everyone's got a different view of success, too. Josh: Right. Russell: One of my first mentors taught me that... when I launched my first mastermind group, he pulled me aside and he's like, "Your mastermind group's going to fail if you try to put your version of success on all those people." And I was like, "What do you mean?" He's like... it was funny, because he was in the room and he's like... I can't say names because some of you may know someone. He's like, "you see that guy, you know why he’s in the room?" I'm like, "Why?" He's like, "He wants to hear himself talk. That's why he's here. And if I try to force him to do something, he's not going to do it. That guy right there? He's here because he wants to hang out with the group and network people. You? You're here because you want to steal everybody's ideas, right?" He's like, "If you try to launch a mastermind, your goal is to build a $100 million company, you try to put that, your values on the people, you're going to make them all fail." And that was a big a-ha for me, everyone's got a different vision of success. Maybe your brother, someone, your sister... family member, may not think like you or be like you, but it doesn't matter. It doesn't mean they have to change a million people's lives to change the world. It could be they're a mom, and they can be the best mom in the world and they change their kid's life, that's a calling. Josh: And that's what I want you to touch on. I want you to expand upon that. Because I feel like... man, I hear so many arguments, I'm trying to figure out which one fits best here. But, "Josh, we need the plumbers of the world." Russell: Yeah. Josh: Right? We need the people who will come in vacuum the carpet. We need the people that'll just do the mediocre tasks and that are not important, and that'll do those in and out and in and out and in and out. And, yeah, that. Because I feel like... how do I say this. I believe that a majority of the people in this world are not living up to their true potential. A massive... overwhelming majority are not- Russell: I don't think anyone is, to be honest. I don't think I am. Josh: Right. Russell: Yes, so, yes, 100%. Josh: But, you're living far more potential like the average person is, right? And how I look at is, I go, hey, listen, not everybody can do what you do or what I do, or whatever. Okay... how do I bring it around so it’s more… clear? I’m going to use a political aspect of things, because I think that's something we can all understand. Hey, poor people, victim mentality people... that's a controversial... you know what I'm saying. But victim mentality people, or poor people, they don't think like that, or maybe they didn't have as good a schooling, or maybe they didn't have as good an education, whatever. They don't have the same understanding that you do. So shouldn't we help them see that they can go and achieve more? Or should they... is their version of success... what am I trying to ask? Russell: The answer's yes, we should be, and that's what we're doing. I heard some of the... before, they're like, "Well, Russell, you have a $50,000 or $100,000 mastermind group, I can't afford that, that's not fair." I'm like, "Yeah, but I also do a podcast two to three times a week, every single week for six years. I've written three books you can get for 10 bucks, or you can get them for free." There's levels of it. The thing is there's value everywhere and if you pick it up, it increases... and you actually apply it? I'm a big believer that God gives all of us stewardship over things. He'll give you an idea, he'll give me an idea, he'll give anybody an idea, or desire. Here's some desire for you. You look at these kids who are struggling, but they get desire to play basketball and then they become Michael Jordan, or whoever... the people, right, because God gives them desire, or give them ideas, or talents. I'm a big believer in my business life, as I've been doing this journey now for 18 plus years, is that I got ideas, and a lot of the ideas I didn't do anything with. But some of them I took, I got the idea, and I'm not naïve to think, oh, I came up with this great idea. These are blessings from God, he's like, here's an idea, let's see if you're going to be a good steward with it. I get the idea, and if I do something with it, He's like, "Oh my gosh, Russell's a good steward of ideas, let me give him another idea." And if I don't do something with it, He's like, "All right, let me give it to somebody else." All the stuff is happening that would've happened without... somebody would've taken it. But I was a good steward of the thing and so I got blessed with another one and another one and another one. And I think that's a big part of it. I don't think that God... I do think that He puts us all on different spots to start with- Josh: Okay, that's a fascinating concept. Russell: 100%. He's giving us ideas or desires, things like that, and He's watching, are you going to be a good steward with it? If you are, I'll give you more, if you are, I'm going to give you more. So people can go from the worst of the worst and become the best in the world, people can start the best in the world and be horrible. Because what do you do with the things you're given stewardship over? Josh: So, what you're saying here, which is actually a fascinating concept, is that... I'm going to use the idea for ClickFunnels for example. The idea for ClickFunnels wasn't yours, per se. Russell: Do you know how many people were trying to build a funnel software when we built ClickFunnels? Josh: I'm sure a lot. Russell: All my friends were. Everybody was. Josh: So you have this idea that is essentially open for anybody... anybody could go and take advantage of this idea, you just... you're saying God put this idea in your head... and he probably put this idea in 100 peoples' heads, or 500... 10,000 peoples' heads or whatever. But you're like, I was the one who answered the calling to be, okay, I'm actually going to take this idea and do something with it. And so because of that, it's not that you took it away from anybody else... anybody could've done it, you're just the one who went out and actually just chose to do it and bring it to reality. Russell: Yup. 100%. Josh: Okay. Russell: There's a... I wish... somebody shared it to me and I haven't read the book. There's a book that tells a story... there's an author who had an idea for a book, sat down and started writing it, and someone's going to know it... it's a famous book, people would know this, I guarantee someone on this chat knows this. Josh: Somebody comment below when you here it, what it is. Russell: The author's writing the book, and then stops, runs out of time, forgets about it. And then six years later, this new book comes out, becomes a New York Times bestselling book, buys the book, starts reading, and is like, "This is the book that I was supposed to write." And it was like, oh my gosh, I didn't take stewardship of the idea, I stopped, and so God gave it to somebody else. It's the same book, right, it's just I didn't finish it. And I 100% believe that. I think it could be an idea, it could be desire, it could be a million things, we all have these different gifts of the spirit, that are given to us, and they sit back and watch and see what you're going to do with it. Josh: I feel like that could give a lot of people permission to go out and do stuff, too, right there. That viewpoint. Because one of the things that I struggled with early on, which, to a certain extent, I think I still struggle with a little bit, not nearly what I used to... why me? Not in a bad way of, oh, man, why do I... but why do I get these cool opportunities? I live a pretty good life, you know what I'm saying? And I'm like, why do I get to have this conversation and not somebody else? Why am I the first person that gets to sit down with Russell Brunson and talk anything related to politics, ever? But it's like, that concept of simply because I chose to go do it. I chose to be the person that was capable of having this conversation, and became that person. And I think that because of that, what you just said right there, gives... to get people permission, you're not taking away from anybody else, and you're not inherently special. You are in your own way, but you're not... it wasn't... you're not the only person that could've built ClickFunnels. Russell: I'm shockingly average. You ask my wife, ask my parents... Russell is shockingly average. Josh: And you're actually super awkward to meet for the first time. Russell: Yeah. Josh: You know the first time... you remember the first time... I think I actually told you this, the first time I met you? Russell: Remind me. Josh: Okay, the first time I met you was at Grant Cardone’s 10X, the very first one. Russell: Okay. Josh: At the time, Grant had hired our team to do Instagram stuff. And this was super, super early on. I was dead broke. I couldn't afford to go to that conference if I wanted to. But because we were doing Instagram stuff, he gave us tickets. And we saw you get offstage and we're like, "Dude, I bet you if we run right now we can meet Russell." So we run downstairs and sure enough, there you are, coming down. And I walk up to you and I'm like, "Russell, oh my gosh, huge fan." And you're like, "Hey. Thanks." And we're like, oh, okay. We're like, "Can we get a picture?" You're like, "Um, yeah, I guess." So I go and normally when you go and take a picture, you put your arm around him, and things like that. You just literally just stood there. And I was like, I guess we're not doing that. And so there's this picture of me in… Russell: I gotta see this picture. Josh: I'll find it. I'll vox it to you. We're sitting there, I'm like... so, guys, Russell is- Russell: Is shockingly average. Josh: Is shockingly average, apparently. But back to the conversation, I remember what I was trying to ask. That was the very first time I met you. I was like, oh, man, I can be a millionaire, too. Russell: Before... I just want to... when I got started, this whole business, it was me and then I hired two of my buddies to come work for me, because they were the only people who cared what I was talking about. Josh: Yeah. Russell: And we're all working on this business, and I remember one of my buddies pulled me aside one day, and said, "The only difference between us two and you?" I said, "No." He said, "The only difference is you're in momentum, you're moving forward, so these opportunities keep coming to you because you're moving, moving, moving, moving." He's like, "We're sitting back here doing the thing, there's no opportunities coming to us because we're not moving." I think what you need to understand is when you're moving in forward, people are like, "Oh, you're lucky you came up with ClickFunnels." I'm like, "Do you know how many funnels I launched before ClickFunnels?" Over a 150. This is not 150 ads that are “create funnel in ClickFunnels, oh, that's a funnel”. It was me coming up with an idea, hiring a designer, writing a sales letter, putting the product together, putting the pages in FrontPage, uploading them through FTP, getting a shopping cart, connecting them 150 times. It took us three months on average through each one. 150 times before we came up with ClickFunnels. I was just moving forward, over and over and over and over and over while everyone else was sitting around waiting. Motion is the key. Josh: Yeah. Russell: The opportunities come. This is what I'm talking about with being a good steward. God gave me an idea for ZipBrander. Do you remember ZipBrander? No one does. That was the first idea and I was like, oh my gosh, ZipBrander. I found a guy in Romania, I paid him 20 bucks to build the software. I created, I got a thing... a header designed and a headline and a thing and I launched it, and I made 400 bucks. And then the next idea was this thing called Article Spider, do you remember the Article Spider? Josh: No. Russell: No one does. I paid someone a couple hundred bucks, I did that, I launched, I made 1700 bucks, and I was like, oh my gosh... Four Hundred Fortunes was number three. And then the next, and the next, and I could show you guys, I did this, I wrote them all... I went back in the Way Back Machine, I found all of them. Thing after thing after thing after thing. Idea after idea. The ideas pop in there, I execute on them, try and try, each one got better and better and better and better, and eventually, God's like, "All right, you're capable, you're a good steward, here's ClickFunnels, let's go with it." If you were to give me that initially, I wouldn't know what to do. It's the momentum, it's the motion that makes you worthy of the calling. And if you're not in momentum, if you're not moving forward, you're never going to get the calling. Many are called, but few are chosen.

Welcome to the first episode in a special 5 part series. Over the course of these next 5 episodes, you’ll get to hear an interview between Russell Brunson and Josh Forti about the book “Atlas Shrugged” by Ayn Rand. But this interview is much more than just them talking about the book, they are actually discussing business, religion, and politics (a subject Russell doesn’t talk about often) as they pertain to the concepts in the book. In this first section, you’ll get to hear the introduction and the basis for how the entire conversation will flow. The first main topic of the book, and the main concept for this episode is greed. Is it bad? Can it be good? Are we born with it? Can we change? So listen in to part one of this unique interview and start reading “Atlas Shrugged” (just read it, the movies aren’t great), so you can be ready for part 2! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. And right now, I have a treat for you. Over the next five episodes, I'm going to be taking you in behind the scenes of an interview that I did with Josh Forti about the book, Atlas Shrugged. And some of you guys have read Atlas Shrugged, some of you haven't. Some of you know the premise, some of you don't. And I want to preface this by saying I do not believe in everything taught in the Atlas Shrugged book. I love a lot of it. It talks about producers versus consumers, the looters and the takers versus those in society who are the creators. Right? And there's a lot of things I strongly align with. There's also things that I don't strongly align with. And so I love the book, one of my favorites I've ever read. And so that's the first thing. Number two is, as I finished the book, I remember Josh Forti, who's one of our funnel hackers, he wanted to do the interview with me and I was just like, "I don't have time for interviews." And we're getting closer and closer to the election, we talked on Facebook. We were posting some comments and I was like, "You know what? The interview that I would actually love to do would be about Atlas Shrugged, looking at the whole political thing as it's happening right now and the elections and everything, through the lens of Atlas Shrugged. That'd actually be fascinating for me," because I don't typically, as you know, talk about politics. Right? I do talk about religion, but I don't talk about politics. That's not something I typically go into, but I thought it'd be interesting to look at politics from the lens of Atlas Shrugged. And so in this interview series, it's a lot of fun. We talk about producers versus consumers. We talk about the left and the right. We talk about some political things. Now Josh, just so you know ahead of time, he's very pro-Trump, very much on that side of the discussions during this interview. And this interview, just so you know, took place before the elections. As of right now, I'm still not sure who won. You guys probably will know by the time you're listening to this, but as of when I'm recording this, we don't know, but he definitely leans on the Trump side. I don't really share much of my political beliefs, but you'll get kind of what I believe and why I believe it through the lens of Atlas Shrugged over this interview series. So I hope you enjoy it. It was a lot of fun to do, a lot of great feedback and comments. And again, we talk about stuff I don't typically talk about ever. So this may be a one-time shot to hear inside my mind when it comes to politics, religion, and all through the lens of Atlas Shrugged, the book. So with that said, I want to introduce you guys to the first part of this five-part interview series with me and Josh Forti, talking about Atlas Shrugged. Russell Brunson: Are we live? Josh Forti: We are live. Russell: What's up, everybody? Josh: Oh, my word, with the incredibly ... I don't know if long-waited. It hasn't really been that long. Two months ago. So much expected podcast with Mr. Russell Brunson, himself. How are you doing, dude? Russell: I'm doing amazing, man. Thanks for flying all the way to Boise just for this conversation. Josh: Yeah, absolutely. Dude, this is probably the conversation I'm looking forward to most, certainly in my life thus far, when it comes to business and philosophy and everything like that. Russell: No pressure at all. Josh: Well, it's funny. Your wife said, "Oh, thanks so much for coming out." I was like, "Yeah, it's certainly ... Yeah, because it's inconvenience to me to fly all the way out here." I will say, this is my first ever in-person interview like this. Russell: Oh, really? Josh: Yeah. Russell: We got the microphones set up. Josh: I know. We have- Russell: He’s a professional. I've never done this before. Josh: Literally, we have a soundboard down here. We've got Russell's mic. Can you guys hear us all right? By the way, guys, for all of you listening on audio, we apologize because we're going to answer some comments in the Facebook feed here because we've got everybody down here. By the way, you can see all the comments down here. Russell: What's up, everyone? Josh: All right, guys. If you are live, comment down below. Let us know where you're tuning in from. Let us know if you know Russell or if you know me or if you know both of us or what you're most looking forward to. And Russell, I'm going to be honest with you. We're just going to be super chill. Guys, we have a live audience back here. We've got Dave. Dave's over there. We've got Jake and Nick. Russell: What's up, Dave? Josh: Where'd Jake go? Russell: Jake's working. Josh: Oh, there we go. Jake's working late over there. Russell: Jake, by the way, designed these amazing shirts for this- Josh: Yeah, check us out. Russell: This is my Rearden Steel shirt. This is my Who Is John Galt shirt. Josh: Isn't this great? Okay, but I feel like the back- Russell: Yeah the back I’ll read what it says. It says, "I started my life with a single absolute, that the world was mine to shape and the image of my highest values never to be given to a lesser standard, no matter how long or hard the struggle." So do you guys like these shirts? These are custom made for tonight. And you guys may have a chance to get one of these, but not yet. No, not yet. Josh: Not yet. Russell: We'll let you know when the ability ... If you guys ... Josh: Oh, man. Oh, man. Russell: Anyway, it's going to be fun, but these are custom ... We literally made these today. We needed some sweet shirts…for the show. Josh: Okay, Will says he got your text. Did you send my text to everybody? Russell: Yeah. Josh: Russell on top of it. I sent out a ManyChat, Russell sent out a text. All right, guys. Let's lay some ground rules here. So the quick backstory behind this ... And it's going to be weird. You've got to look in the camera here. Quick backstory behind this is I make a post on Facebook about, what, probably three months ago now or so? Russell: Yeah. Josh: Two, three months ago. And I go, "We need some epic people to interview for the podcast. Who do you know? Tag them all down below." And shout out, Georgie. Georgie comments and goes… "I coached Russell. You should totally interview me." And I was like, "You've got to be pretty gutsy to tag Russell in your comment and tell him you coached him," but then Russell comments back- Russell: And George is an Olympic wrestler. He was on the Bulgarian Olympic team. He wrestled at Boise State with me. He's the man. So yeah. Josh: I commented back. I go, "You coached Russel?" And then Russell goes, "Well, yeah. He coached me. He's awesome. You should totally interview him." And so I said, "Yeah, Georgie, of course, you can come on. We'll do an interview, but Russell, I've got an open invitation to you if you want to come back on." And then you were like, "Sure, if we can talk about…" or no, you didn't say sure. You said, "Can we do it about Atlas Shrugged?" Russell: Yes. Josh: Yeah. Russell: Because I interview a lot about business stuff and- Josh: I'll pull the microphone just slightly. Russell: Yes. I don't do a lot of interviews because ... I feel like I've said, but I don't want to say, but I just finished literally probably the fattest book in the history of books called Atlas Shrugged. And I was geeking out on it and I wanted to talk about it. I didn't have a way or someone to geek out with, other than some of my friends here. And I was like, "If you want to talk about Atlas Shrugged, I'm in." And then you started freaking out. Josh: The funny thing was is I go something to the effect of, "You want to talk about the fall of capitalism because of a boycott, because of a brilliant person and why socialism sucks? Yes, absolutely. I would love to do that," to which you don't give me a yes or no answer. You reply back and go, "Ha-ha. Oh, man. That'd be fun." I'm like, "Talk about an open loop, man. Come on." So anyway, I immediately messaged Russel and I'm like, "You better not be joking because that would just be rude." He goes, "No, I'm totally in." Josh: So about two months go by. You had a bunch of stuff. You had some fun stuff during that time, hanging out with- Russell: Lot of stuff is happening. Josh: Tony Robbins? Russell: Yeah, Tony, man. And it's been chaos the last couple months, not going to lie. And as we got closer and closer to the election, I'm like, "This is an interesting conversation, post-election, but I think it's more interesting before election." And so was it two days ago, three days ago, you're like, "I will fly to Boise to record this." Josh: Yeah. Russell: "What day do you have open?" I'm like, "Only Wednesday night." And now we're here. Josh: Yeah. It was Friday afternoon. We were Voxing back and forth and you're like, "Dude, we've got to get this done before the election." I'm like, "Before the election? Oh, my word." I said, "All right. Sounds good. What time do you have available?" And that's when I was like, "You know what? I was going to ask you creatively, but I'm just going to ask you. How about I fly out to you?" And you're like, "Heck, yeah." Josh: So guys, that's the backstory. That's how we got here. And so this is an open conversation about Atlas Shrugged and kind of everything that encapsulates. I think we'll talk about some religion, some politics, kind of both sides of the aisle there and open it up. Russell: Fun. Josh: Anything else you want to add to that? Russell: The only other thing I would add is, because this book, by the way, if you haven't read it yet, is very polarizing. There are people on both sides of it. Russell: And I think both of us wanted to stress ahead of time that I do not believe in everything in this book. A lot of things in this book, I do believe in. And it's interesting. One of the things I want to dive deeper in in this conversation, I'm excited for and I told you not to do Voxer. I was like, what's fascinating to me is not, "This is what we should believe." What was fascinating to me as I was reading this book, and we'll get into the premise of the book for those who haven't read it, but the big thing is producers and going out there and creating stuff and doing things, which is what entrepreneurs do. Right? And it gets in the part of greed is good. You should be greedy because it's going to create all these amazing things, which then the byproduct's really good. Russell: And part of me is like, "Yes, yes, yes, yes," and then part of me, as a believing Christian, I hear this message I believe in and then I hear in my mind ringing Christ, talking faith, hope, charity, and love. And I feel like they're these two polar opposite things, which by the way, we dive into politics a little bit. There are two polar opposite sides, one that believes one, one believes the other. Russell: And I think that there's a happy medium and that's what I want to dive deep into just because I don't want anyone thinking, "Oh, Russell and Josh just believe this," or whatever. It's like, no, there's sides of this and I empathize on both sides. I want to talk about both of them because they're fascinating. Anyway, I've toyed writing a boy about this concept, these two things. Anyway, I think it should be fun to first time verbally ever talk about this stuff. So I'm excited for it. Josh: Yeah. And I would just echo that, as well. I think one of the things that often happens with me, with my ... So funny. You, who never, ever talks about politics and me who doesn't know how to get on Facebook without arguing about politics, colliding here, but is that a lot of times I get grouped into, "Oh, you like this reading. Therefore, you believe with everything." "You read this book," or, "You support this person," whether it's a political figure or a book or something like that. It's like, by saying that you enjoyed that or that you learned a lot from it, that all of a sudden you suddenly believe everything in it. And that is not the case at all. And I've gotten a lot of criticism from people that are like, "How could you possibly like Atlas Shrugged?" And I'm like, "Well, this is the conversation that we're going to have." Josh: So real quick, before we dive in, I'd be curious ... I want to do a poll real quick. How many of you guys have actually read the book? I'm curious to know. Hold up here. There's two different versions of it, but if you've read the book, just comment below the number one if you have read the book, the number two if you have not read the book. I think that will just kind of give us a poll. We've got 200, 300 people. Russell: And if you listened to the audiobook, we'll count that as reading, too, either way. Josh: Yeah. Not if you know the premise of the book, but actually have read the book and have a deep understanding of it, or not deep understanding. But have like… Russell: Understand the stories them in. Josh: Yeah, things like that, because then it'll be interesting. Russell: One is read. Josh: One is read, two is not read. Oh, more ones than I thought was going to. Russell: Yeah. Me too. Josh: Russell's book is so underrated. Russell: We're 50/50. Josh: Ooh, yeah. I think we should take a poll at the end; what's better, Atlas Shrugged or Dotcom Secrets? That's the real question we should be asking right now. Russell: That would be good, that would be good. Josh: Okay. So we have a lot of people that have not read it, so we'll have to go into the premise of that. Okay. Russell: Are you ready to get started? Josh: Yeah. I'm ready to rock and roll with it. Russell: Oh I’m ready. Josh: Okay. Guys, we want to lay a couple ground rules. Okay? Because I don't know what it's like to be Russell, Russell doesn't know what it's like to be me, but I think we both have a mutual understanding that we could very easily be taken out of context here. Josh: I think the goal, and then I want you to kind of expand upon this, is we're not trying to take a side here. We're trying to have an open discussion about it. This could very easily turn into something that's like, "Why did you vote for Trump? Why Biden sucks, why Biden's great, why Trump sucks," something like that or certain religion. We're not trying to convince you of anything, really. In fact, this is honestly more of a conversation for us. And we're like, "We think it'd be cool to stream it out to a bunch of people because there's a reason for me to fly out here and do that," but the purpose of this is to have an open discussion about the book, the premise of the book, an understanding of it, and then honestly we're probably going to be in our own little world over here. Josh: And we want you guys to interact and comment and engage and push your questions. And we'll go back through it, obviously, but the purpose of this is not to try to convince anybody of anything. It's simple to, at least from my perspective, shed a new perspective and give the perspective of somebody who, for those of you that don't know who Russell is, the founder of a ... ClickFunnels is a billion-dollar company, SaaS company. You have 400 employees? Russell: Yeah. Josh: 400 employees. So from that perspective and from my perspective, to open your eyes to a new perspective of what we like, what we don't like and, like I said, more of a conversation for us. Russell: Yeah. I think that's good. And I think a big thing that we will talk about ... Our goal is not to convince you of anything. In fact, I think I'm still convincing myself of both sides. I believe both these two things that seem contradictory, but I think there's a middle ground and I'm excited to explore it. So it'll be fun. Josh: Cool. So I think we got to- Russell: Talk about the premise of the book? Josh: Yeah, we've got to talk about the premise of the book. Russell: I might have a little mini statue behind me that might help. Can I grab that? Josh: Ooh, yeah. Russell: Okay. So folks that have not read Atlas Shrugged, I didn't know what the premise was at first, but this is the story of Atlas. Some of you guys know Atlas was cursed to have to carry the entire weight of the universe, entire weight of the world upon his shoulders for forever. Right? And so this is where the premise of the book ... All of us, people who are listening to this might guess that you are a producer. Right? Otherwise, you probably wouldn't be listening to me or to Josh. I attract, I teach, I coach, I help producers, entrepreneurs, people who are trying to change the world. Right? Russell: I'm curious, how many of you guys have ever felt this pressure. Right? When you feel like you literally have the entire weight of the world upon your shoulders. And if you haven't, it's time to become a producer. That's first off. Second off, I can empathize, though. There's so many times, you can ask Dave or any guys on my team, there's days I come in, I was like, "I feel like I'm going to crack." There is so much weight to carry this around. And I'm guessing most of you guys have felt that. It could be with your family, could be in work, could be business, whatever, but you've felt the weight of the world. Right? Russell: So this is what Atlas had to hold. Right? And so the premise of the book, Atlas Shrugged, is what would happen if the producers, the people that are carrying the weight of the world on their shoulders, what happens if they were to go on strike and they were to shrug their shoulders and be like, "Meh." In fact, should I read your tile you gave me here? Josh: Yeah. Russell: So Josh, as a gift today, gave me some amazing tiles. This is a quote, actually, from the book, Atlas Shrugged, talking about this. It says, "If you saw Atlas, the giant holds the world on his shoulders. If you saw that he stood, blood running down his chest, his knees buckling, his arms trembling, but still trying to hold the world aloft with the last of his strength, and the greater of his efforts, the heavier the world bore down on his shoulders, what would you tell him to do? Just shrug." That's things like, what happens to society when us, the producers, when we no longer want to carry the weight of the world? We shrug and we walk away from it. Russell: And the book is a story about that. What happens when these producers start disappearing and they start leaving, they start going on strike? You see society, what happens when the producers disappear. Josh: Yeah. It's interesting because there is no one named Atlas Shrugged in the book and there's nobody named Ayn Rand in the book. And so there's concepts that she's writing about outside of that and it's this ... How do you summarize a 1200-page book? Basically, in the book, there is a main character by the name of Dagny. Russell: Oh. Yes. Josh: Oh. Russell: I was going to say John Galt, but you're right. Yes, Dagny’s the main character. Josh: Sorry. For the first two thirds of the book, the main character is a woman by the name of Dagny. And basically, she is one of the producers of society. And she's not the head boss of the railroad, but she's basically the person that runs this railroad company. And it is written, what, 1950 is when this was- Russell: Yeah. Josh: So 1950, and it's basically this forecast into the future of a government that is basically forcing super, super strict restrictions onto private businesses and making them do things, kind of like today in America, but super, super government overreach in a lot of ways. And so Dagny is trying to keep the world afloat, more or less, by getting the railroads done on time and getting orders shipped. Josh: And I'm super oversimplifying, but around her, all the people that she works with that owned all these other companies that she would buy copper from or she would buy steel from or buy the railroad track from or buy the coal from, all of a sudden all these head people ... Imagine people like Russell, all his friends just start disappearing. Imagine Elon Musk and Jeff Bezos and Russell all just started disappearing. Right? That's what's happening all around her and she doesn't understand what's happening to them because just, one day, it's up and it's gone. Josh: And so the premise of the first two thirds of the book is showing this story of this producer who is living in this world of super government tyranny, overreach that's super, super controlling and she's watching all of her friends disappear and she doesn't know why. Would you say that's a pretty good explanation of it so far? Russell: Yeah. And every time they disappear, they leave behind a note or something that says, "Who is John Galt?" That's this theme throughout the book, is who is John Galt? Who is this John Galt person that makes all the producers disappear? Josh: And Dagny has no idea who John Galt is. Right? She doesn't even know, actually, for awhile that John Galt's actually even a real person. And so once she does find out that John Galt is probably a real person, John Galt becomes her sworn enemy because she doesn't know who he is or what he's doing. All she knows and all she associates with is that John Galt is taking away all these producers of society and is making her life harder because ... Imagine you being an entrepreneur and all of your entrepreneur friends that you buy stuff from and that you send all your people to, your referrals and everything, you buy all your supplies from, imagine they're all just disappearing and you think it's because of this one guy who's taking them all away and you don't know what's happening to them. Obviously, they'd become your sworn enemy. Josh: So for the first two thirds-ish of the book, that's kind of this premise of they're painting this really, really vivid story of the ... what are they called, the great thinkers of society? Yeah, the great minds of society, basically disappearing. And Dagny and ... there's a guy by the name of Hank Rearden, I think. Russell: Yeah, Rearden Steel. Josh: Rearden Steel, yeah. So Dagny and Hank Rearden are the two major ones left right before the big plot twist happens and you're like, "Oh," and then you get introduced to John Galt. I'm going to let you explain John Galt now. Russell: Oh, man. Okay. So that's the first two thirds of the book. By the way, there's movies. Don't watch them. They'll ruin the book. The movies were really bad. Josh: Yeah. Read the book. Russell: So two thirds into the book, she starts trying to figure out this mystery of who's John Galt. She ends up finding him and turns out that he has been going around and getting all these producers to go on strike, convinces them to, "Look, it's not worth fighting for anymore. All your incentives are gone. Let's leave. Let's go on strike," and they leave. And John Galt's trying to get her to leave and she's like, "I can't. I have to do everything in my power." The last third of the book is her leaving John Galt's presence and going back and trying to figure out how to do this thing as she's watching just government regulations getting harder, and harder, and harder, and harder to the point where everyone just has to disappear. Russell: But one of the things John Galt and the people say, "When the lights of New York go out, then we'll come back and we'll rebuild society from the ground up, after the looters and the people are gone." Josh: And that's basically how the books ends is lights of New York go out and then- Russell: For such a long book, all of a sudden it just ends and you're like, "Oh, I need one more chapter. Come on. Just end it." Josh: And we're never going to get it. Ah. Russell: Well, maybe I'll write it. Josh: Yeah. So that's the storyline of the book, but what I think we really both want to focus here is kind of the premises and the overarching ideas that the book presents, and capitalism versus socialism, and I think we'll talk religion and politics and kind of everything that’s in that, but I kind of want to, if it's all right with you, I kind of want to turn the conversation more towards us now and just kind of start geeking out just about that. Josh: So guys, we'll obviously go back and ... By the way, we want all your comments if you're ... Actually, comment below right now. Where are you watching? Are you watching it on YouTube? Are you watching it on Think Different Theory page or are you watching it on Russell's page? Comment down below because we went to multiple different locations. So we have a bunch of different people tuning in for everything. So just comment down below. Leave your comments, leave your questions, smash the like button, love button, share this out, and we're going to be here. Josh: All right, Russell. What's up? Russell: Hey, man. Josh: All right. Dude, I've been wanting to, and I hate this terminology, but just pick somebody's brain like yours for the longest time. And this book, oh, my gosh. So what do you like about the book? What was your favorite thing? Russell: Yeah. Well, let me tell the backstory. So 2008 is when the market crashed last time, right? Josh: Yeah. Russell: And I didn't realize that, that year, over 500,000 copies were sold organically by people talking to me about it, talking about, "Everything's she's prophesying is happening right now." And so, back then, I remember all my entrepreneur friends, like, "You have to read this book." It was the word-of-mouth buzz that sold 500,000 copies of a book has been ... The author died, whatever, 30 years earlier. There's not active marketing out there. It's crazy. And everyone's talking about it, like, "What's happening in this book is happening in 2008." And it was just this prophecy that was being fulfilled. Russell: And so everyone in 2008 was telling me to read this book. I remember buying it and I was like, "This is a really, really big book." And it took me awhile to get into it and I could never get into it. I read the first, I don't know, first 200 or 300 pages four or five times. And then, finally, this summer, one of my very first trips where I didn't bring a laptop since my marriage. So my wife is very proud of me. Josh: Dang. Russell: And so as I was leaving the office, I grabbed this book. And I picked it up and I was like, "I have no computer, but I've got this." And usually, I bring 20 books just because I know I'm going to read. I just brought one and I was like, "I'm going to do this. I'm going to be forced. I'm on a lake for a week and a half with my kids and all I can do is read this book." So I brought it, got the audiobook, as well. It's funny, I do the same. I listen to the audiobook and I read along so I can listen to it way faster, that way. And I started going through it. It took me a little while. She does such a good job of character development at the very beginning, it took awhile to get into it. Josh: Yeah, for sure. Russell: And then the story hits and then you're just like ... And you couldn't- Josh: It's like thing, after thing, after thing. It's so quick. Russell: Oh, yeah. And it got crazy. So for me, it was interesting because I think, if I would've listened to it 10 years ago or read it 10 years ago, I had never experienced any of the things they talk about in this book. Right? Josh: Now you don't have to worry about it. Yeah. Russell: Even better. I never experienced government regulations and things like that or just those kind of things. And as ClickFunnels has grown from me and Todd to our first member, to our first thousand, 10,000, 100,000 members, 400 ... I don't know how many employees, a lot, 400 plus employees. As it's grown, it's been crazy because you would think all we'd be focusing on here inside ClickFunnels is the next feature in the app, next thing. Russell: And there's the year where we had to spend an entire year just refactoring the software for GDPR compliance. We have regulations that come in on taxes and this. It's constant where most of the battles we fight at ClickFunnels right now is not about, how do we make this thing better for the customer? It's, how do we protect our customers from the government? It's crazy. And just so many regulations and things. Russell: And so I have been feeling this pressure. Some of you guys may have seen my interview I did with Tony Robbins ... not interview, but Tony Robbins did an intervention with me last year in Fiji. Josh: Yeah. That was fascinating, by the way. Russell: I'm so glad we captured that. It was a really cool moment in my life, but if you listen in there, I talked about ... He's like, "Well, what do you want to do?" And I was like, "I don't know, but the pressure ... I love the same, so I love everything I'm doing. I love the people we're serving, but there's these other pressures that aren't the game, that aren't the people, that they just get so heavy sometimes where it makes me want to just walk away." And again, as I'm reading this book- Josh: You hadn't read the book at the time. Russell: I hadn't read it yet. Josh: Yeah, okay. Russell: As I'm reading this, it's like- Josh: Did you know anything about the- Russell: I did not know the premise, no. Josh: You knew nothing. Okay, okay, okay. Russell: I didn't know what Atlas Shrugged meant. I was just like, "Oh, it's Atlas ..." I didn't know ... And it was like, when I read this title, like, "What would you tell Atlas if this was happening? Just shrug." And I was like, "Oh, that's why they called it Atlas Shrugged." And then I remember vividly feeling the pressure of this calling and how heavy it is. Russell: And there's so many times I wish, like, "Okay, sometimes it'd be so nice to walk away or to shrug or whatever." And so I instantly, with Dagny's character, I was like ... I feel that with Hank Rearden. I had so much empathy and understood their characters because I feel that so many times. Hank Rearden just wanted to invent his steel and put it out. That's all he cared about, right? For me, funnels are my art. I can't draw, but funnels, that's my art and entrepreneurship. That's my art. And so I just want to do my art. That's it. He just wanted to create steel. And it's all these other things and it's just like, "I just want to do my steel. I just want to do my art. Why do I have to deal with all this other stuff?" Russell: And so as I'm reading this, I just had so much empathy for the characters because I felt like I was the characters, even though it was weird because it's railroads and stuff like that and I'm internet, but I think that's why I really got into it. And then I got just curious, what happens? How does this story end? Be I'm in the middle of it. And depending who's listening, you may or may not have felt some of these pressures. As you grow, you feel them. Russell: It's interesting. As ClickFunnels has grown, we've talked about the pressure that I feel today would've crushed me five years ago. Right? And so you have to go through this thing where you build capacity to handle the next set of pressure, and build capacity, and build capacity. And nowadays, stuff happens daily that's just like, "Man, that would've destroyed me five years ago." Russell: And so I think, if you guys haven't felt that, as you grow, as you continue to try to get your message out and try to grow your businesses, whatever, the bigger you get, the more that pressure comes. Josh: Do you think…with that ... And I want to continue that because it's such a good conversation, but with the pressure, the things that are happening now daily that would've wrecked you five years ago or three years ago, whatever it was, do you think it's good, though, that they would've? Is it good that, at the capacity that you understood, that you took those things seriously then or would it have been better for you to just be in this mindset? I know it's not possible, but looking back, if you could snap your fingers and back then would've had the mental capacity to just ignore all those things and go up, would that've been a good thing? Or the fact that you went through all those things, does that help? Russell: The going through it is what makes you worthy of the things, right? Josh: Being able to… Russell: It makes you ready for it. Otherwise, just like lifting weights, if you try to squat 800 pounds, that's what it feels like. Right? Your legs buckle and you die, but because you went through that thing, you're able to have the capacity to hold the weight. Josh: Okay. Russell: Yeah. So anyways, the thing for me that was the big thing is reading this. And so I was just fascinated because I was like, "This is kind of my story. How does it end?" Josh: How long did it take you to get through it? Russell: I'd say about two months. I got a lot of it done on the boat, and then I got into biking for a little while, so I was listening to it while I was biking. Josh: That's right, I remember that. Russell: I just kept biking and biking, like, "One more chapter, one more chapter." I'm in really good shape because of it. It's funny because one of the premises ... And they don't say greed is good, but there's a chapter, I think it's called Greed. And I remember, if you guys have ever seen Wall Street, Gordon Gekko talks about, "Greed is good," and I never understood that premise. Right? In the book, they start talking about that, how greed is what drives this whole thing. Is it called Greed? Josh: I'm trying to find it. Russell: Utopia of Greed, yeah. Josh: And then Anti-Greed. So Utopia of Greed and then Anti-Greed. Russell: So what's interesting is ... because all of us are taught that greed is bad, right? That's just, like, you shouldn't be greedy. That's, I think, a principle that's instilled in most of us, but then I think about, for me, when I started this business, why did I start this business? I wanted to make money. That's greed, right? And you think about any of us, we go through a phase in all of our lives that greed is the driving factor. Right? When I wanted to become a good wrestler, I wanted to become a good wrestler. It was greedy. I went and got coaches and spent all my time and it was a very selfish time in my life. Not that it's bad, but it's a very greedy time. Right? Kids, when they're first born ... I love my kids. They are so ... not in a bad way, but they're greedy. It's about them. Right? Josh: Right. Russell: And it's this growth phase where growth ... You have to be greedy. You're in the growth phase. Right? When you're trying to learn, you're sucking things and you're learning and you're not contributing it. You're just learning, you're growing. And it was interesting because, as I'm going through this, I'm like, the greed is what got me into business. Right? And it's what got these things started and then the byproduct of that is jobs were created and things ... All the byproduct of it is ... I think, in the book, how it justifies it, Hank Rearden going after ... he wanted to build his steel and make a bunch of money, created tens of thousands of jobs and changed the world and changes all these things. Russell: And so the premise of the book is that greed is this driving force that gets you moving. And it is. If you think about any aspect of your life, from sports to education, to business, to everything, it starts with greed. Now, we'll go deeper into this. I don't want everyone to think that I'm just into this for the greed, because there's a transition point. We'll talk about it in a minute, but there's a transition point from growth to contribution that happens, but that's in the book where it starts talking about that. Russell: And I remember I was on the greenbelt here in Boise, riding my bike with James P. Friel, listening to that chapter. And I was trying to think, "Is this true? Did I get started because of greed?" And it's like, yeah, I didn't start a business because I wanted to change the world. Eventually, that happened, but it wasn't like it was ... Greed was the driving force that moved me forward. I think it moves all of us forward such a long time. And as I was listening as I'm riding my bike, I'm like, "Yes, I understand this," and the other half of me was like ... I started thinking about my spiritual upbringing. Right? Josh: Yeah. Russell: I'm very Christian. I'm a member of the Church of Jesus Christ Latter-day Saints and I started thinking about Christ and his teachings, which are, honestly, the opposite of that. Right? It's like- Josh: Really the polar opposite. Russell: Yeah. Josh: Which it's funny, whenever you say that, people are like, "You know, Jesus was a socialist." I hear that a lot. I'm like, "You need to read the Bible." Anyway, but I think a lot- Russell: But he definitely is way more liberal leaning, 100%. Josh: Right, right. And I think that that's where Republicans, conservative, traditionally on that side of the aisle, fiscally Republicans get into trouble is where we're like, "Yeah, we're Christians, but we also want to get rich," and they never talk about all this other ... People like to use Christianity, I feel like, when it's convenient. Russell: We call it cafeteria Christians. Josh: Right. Russell: They pick and choose the things off the menu they want. Josh: Right. And then they go through and do it. So I definitely want to dive further into that, but continue that. Russell: Yeah. So that started this question in my head, though, of just, so is greed bad then or is it good or where does it fit in the whole grand scheme of things? Because it is something that's instilled in all of us from birth. Right? When you're born, you're a baby, if you didn't have greed, you would just die. Right? It's me. I need food, I need love, I need shelter. It makes you cry, which creates people coming to you. Greed is a driving force that's instilled in humans from birth, right? When we come here, greed is what helps us survive the first part of our life. Russell: And first, I was having this conundrum. I'm just like, "God, is this book evil? I don't know what to do with myself." Right? But all good things in my life that happened happened initially because the seed of greed started me on motion, started me in momentum. And then I started thinking, if you've read the Expert Secrets book, which- Josh: If you haven't, come on. Russell: If you haven't, you must hate money. Come on. No, but in the beginning of Expert Secrets book, I talk about this concept, as well, where as an expert, there's two phases to go through. The first is a growth phase. Right? I want to be an expert in whatever. You go through and you're a consumer, consuming everything. And that's greed, right? And then there's this transition point where, eventually, you keep trying to grow, grow, grow, grow, trying to learn everything, going there. I'm listening to all the podcasts, I'm reading all the books, I'm growing, growing, growing. And eventually, there's this point. I remember feeling it in multiple parts of my life. In wrestling, I felt it. In business, I felt it where you can't continue ... The ability to grow through consumption slows to almost a halt where you can't continue to grow. Right? Russell: I've shared this story. I think I shared it in the book with wrestling. I was a really good wrestler. I was a high school state champ. I took second place in the nation. I was an All-American. And my senior year, I got invited to go to a wrestling camp. My coach was like, "Hey, do you want to come coach wrestling this summer?" And I was like, "Why would I do that? What's in it for me?" Josh: Before you go on here, I want to ask you something. So you're riding your bike, wrestling with this whole greed thing. Is this the first time that you've thought about greed in this way? Russell: 100%. Josh: And this is, what, six months ago? Russell: Not even that. Maybe four months ago. Josh: So you've built most of what ClickFunnels is today and now this is the first time you're really sitting down and wrestling with this idea of greed and is it bad, is it good, what's the balance there and stuff like that? Russell: Yeah. Josh: That's fascinating. Russell: Yeah. It never crossed my mind, really. And then it became this thing where it bothered me because I'm like, "Oh, my gosh. I don't want to be a greedy person." You know what I mean? Josh: Right. Russell: I'm like, "I don't feel like I am," but I was stuck. I couldn't figure that out. Right? And so I'll rewind to the wrestling story because I think it will set it up. Josh: Yep. Russell: But my senior year, again, I'd been growing as a wrestler. I was going to camps. I was getting coaching. I was greedy. I was sucking up everyone's brainpower I could and I became a really good wrestler because of it. And then my coach asked me to go coach a wrestling camp. So I say yes, go to the wrestling camp, and I remember he's like, "Okay, I need you to teach ..." My best move… I'm really good at tilts. So for all the wrestlers out there, I'm really good at cheap tilts. And he's like, "Teach these kids how to do a cheap tilt." Russell: And I was like, "Okay." So I walk out, there are like 30 kids. I'm like, "Yeah, you do this. You just do it like that." And they all look at me and they go try and they try to do a cheap tilt and they all just fall apart. I'm like, "Are you guys dumb? This is not that hard." I'm like, "Come back in, come back in. No, you did it all wrong. This is how you do it." I show them again, like, "Go do it." They go back out, nobody can do it. Russell: And then, all of a sudden, I'm like, "Gosh, they're missing something. What is it?" So I have them come back in and I start breaking down, "Hey, for the move to work, your hips have to be here, your legs have to be here." I start walking through all the things. And as I'm doing that, I start realizing, "Oh, the season why I'm able to do this is because of this," and I started realizing what I was doing as I was teaching people. And as I taught it to people, then the kids started doing it and they got better and better. And all of a sudden, I started realizing, "Oh, my gosh. This move works because of this." Russell: And now that I was aware of the situation, now I was able to make these tweaks and stuff on my own. And I realized that, but coaching the kids, that was the next-level growth. It was a shift from selfish greed growth to contribution. So that's why I started coaching camps every year and that's why I went from slowing down my progression to, all of a sudden, it sped back up again by shifting from growth to contribution. Okay? Russell: And so I think the same thing happens in business, right? I got in business because that seed of greed is in us. It gets us moving, gets us in the momentum. And some people never get out of that. Some people live their entire lives chasing greed and they die and it's a tragedy, but I think for most people, there's this transition point. And I don't know where it happens. It happens different spots for everyone where, all of a sudden, you realize ... you make the money, you started the business, and you realizing how unfulfilling that is. You're tapping out. You're like, "I'm not growing anymore. I thought I wanted money, but I don't. I want growth. That's what we're here on this planet for, is to grow as humans. Right? Russell: You don't get that and, all of a sudden, you realize money's not fulfilling and then you start seeing the other people you're contributing to and you're helping. Then it shifts to ... We hear people talk about, "This is about impact, about growth, it's about helping other people," and that's that transition. That's charity, love. That's pure love of Christ. It's that transition, but greed is the seed that gets us moving, right? And so there's this handoff. It doesn't happen all the time. And are you guys cool if I share scripture stuff? Because- Josh: 100%. Russell: -all this stuff is scriptural. It's not just- Josh: They don't get to decide, Russell. I get to decide. It's my podcast. You can talk about whatever. Russell: If you hate scripture, just close your ears and go, "Blah, blah, blah." So I wrote down some scripture. This is a scripture because it illustrates this point. I think it's so good. Josh: Also, I just want to say, Russell Voxed me and he said that this is the first episode of a podcast that he's ever prepared for. When you said that, I'm like, "Ha! I was the first for something for Russell. Let's go." Russell: I want to be ready. Okay. So this is a scripture. It says, "For the natural man is an enemy to God and has been from the fall of Adam and will be forever and ever." I'm going to stop right there. Okay. So natural man is an enemy to God. Why is that? We're born. We have this greed inside of us, so the natural human is the enemy of God because we're chasing after greed. Right? But God gives us that seed because it creates momentum. It creates motion. It creates us doing something. Right? Russell: And then it says in here, it says, "For the natural man is an enemy to God and has been from the fall of Adam, will be forever and ever," and then this is the transition point, "unless he yields to the enticings of the Holy Spirit." So he's greedy forever, forever and ever, unless he yields to the enticings of the Holy Spirit and puteth off the natural man and becometh a saint through the atonement of Christ, the Lord, and becometh as a child, submissive, meek, humble, patient, full of love, willing to submit to all things which the Lord seeth fit to inflict upon him, even as a child doth submit to his father." Russell: So growth is the seed. It's the natural man. It's the thing we have that's ... It's good, right? God gives it to us because it gets us to do stuff, gets us to learn, gets us to not die in our crib because we need love and attention and to get fed. Right? So then it gets us off our butts, off the couches, us being producers that gets us moving. And if we're not careful, though, the natural man will destroy us. You see so many people who made tons of money and they destroyed themselves in their lives because they don't do that second thing, which is, "Unless he yields to the enticings of the Holy Spirit." Russell: That's the thing saying this is not about money, this is about the impact. Look at the people you're changing. And it shifts, right? If you make that shift, all of a sudden, now this thing you’re creating is not about greed, it's like, "Oh, my gosh ..." I remember, for ClickFunnels, when I had that transition was when I started seeing Brandon and Kaelin Poulin. I started seeing the ripple effect of their business. And I can name hundreds of people, person, after person, after person. Russell: I was like, "This isn't about money. This is about the ripple effect of what we've created in each person's life." Now, that's charity. That's love. Now the mission isn't about money. We don't care about the money. We keep score with money, but that's the mission, is the people's lives and the impact. And I think that's that transition where greed is the thing that gets us moving, but if we don't have that ... Russell: I think that's happened in the book. We talked about it. You said this at my house earlier, like, "A lot of people in the book seem like they have a miserable life." And it's like, yeah, because they never yielded to the spirit. They never made that shift. It was all greed to the point where they let everything collapse as opposed to the charity side of things. Josh: Yeah. So one of the things about the book ... And I'm sitting on the plane on the way over here and I'm like, "How do I articulate this?" Because that's always the hardest thing. You have this idea in your head and you're like, "How do I get it out and explain it in a way that somebody else can be like, 'Yes, I understand that?'" I'm going to go kind of political here for a second. I'm going to bring it back, too, specifically to the book. So I am pretty vocally a conservative. Right? I'm a blatant Trump supporter, very much so conservative when it comes to everything fiscal, but I call myself a libertarian because I actually think that I lean left on a lot of social issues. I think the government should stay out of gay marriage. Right? There's a lot of things that I lean left on, but when it comes to money and finances and things like that, I lean to the right. Josh: But the reason I lean to the right and I typically go with the right is because I like what the left is trying to do in concept. It's like, okay, there's a bunch of people that are really truly in need. I agree. We need to help them. The problem is is that the way they go about doing it, I so radically disagree with it. It's against everything that I stand for. Right? I'm like, it's not that I disagree with what you want to do, it's I disagree with how you want to do it. Josh: What's interesting is I feel like, in this book, I feel like it's the opposite. I actually don't agree with why they're doing it. This concept of ... I mean, Hank Rearden says it over and over again, "Everything that I do is for profit." That is it. Even to his friends. He took a bullet for John Galt, right? He gets shot. And John Galt thanks him for it. He goes, "You know I only did it because it's what I wanted to do, right?" Literally saves a guy's life. Josh: So it's all about what he wants and only for him and that's it. And it's profit and money and dollars. It's not about everything that he helps. And I'm like, I disagree with that premise, but what that leads to, I actually do like. And I feel like it's flipped compared to the world I'm living in now. Half the stuff that the Democrats ... I hate to… oh I want to go into politics so bad… Russell: Left and right. Josh: Yeah, the left. Guys, we're going to say left and right. Generalized here, right? Oh, my god, but generally speaking. And so when it comes to the whole greed issue, I'm like ... It's interesting to hear your perspective because I never, even throughout the book, I'm like, "Greed is a bad thing." And hearing your perspective, I'm like, okay, I understand what you're saying, but is it greed or is there some other driving ... If I were to ask you a year ago ... When were you in the heart of ClickFunnels, like a year and a half ago, two years? There was a time of your life when all you ... I know all you do is ClickFunnels, but when- Russell: It's the last six years of my life. Josh: But you know what I mean? Wasn't there a year or two period in there, in the growth phase, where 100% of everything you do was just ClickFunnels, ClickFunnels, ClickFunnels. It felt like you were going nonstop. It feels like you're a little bit more balanced now. Maybe not, but from the outside perspective looking in, it does. Anyway, during that time of growing ClickFunnels, before you read that, would you have described yourself as greedy? Russell: No. Josh: What would you have described yourself as? What's the word? Russell: I don't know. That's a good question. I was always trying to create stuff. It's art for me, right? So it's like I was trying to create stuff. I think, initially, I was creating for myself as opposed to, "Oh, my gosh. I create this for myself, but look what happens to the people." Josh: What point was that shift for you, though? Russell: You can see it in my marketing, by the way. And by the way, for those who are greedy capitalists who only care about money, it actually is a better marketing way, too. My marketing went from- Josh: For all you greedy capitalists out there, switch to being a contributor, you’ll make more money. Russell: Well, think about it. My marketing is always like, "Here's Russell. Here's how much money my funnel made. Here's how much ..." It was me talking about me all the time. And then I realized, "Who cares about me? I don't care about me. Let me show you what this person ... Let me show you all the results of the people we're serving, what's happening there," which first off, is better marketing and, second off, it's that transition where I was literally like, "Everything I've accomplished is stupid. What they're doing, that's the real ... What we're doing, that's the thing that's amazing." Right? That's the spiritual side of it. That's the thing where it's like, the thing that got you into motion now is doing good in the world. And when you start seeing that, it's like, oh, my gosh. That's so much more fulfilling and so much more exciting. Russell: And people ask me, "The last six years, why'd you keep getting up? Do you need more money?" I'm like, "No, that's not what keeps me up," but I can tell you 100 stories of people who ... literally the ripple effect of how many lives they've changed because I did my thing. Right? We made a documentary of the Two Comma Club and Jamie Cross has this whole part there where she's bawling her eyes out and she said, "Where would my family be if Russell wouldn't have fulfilled his God-given calling?" And every time I see that, I start bawling, myself. That's why, eventually, you start doing it. Right? Josh: But when did that shift happen? Russell: I don't know. It wasn't a day that it happened. The energy of it shifted. Right? I don't know. It gradually kind of happened. Josh: What's that? Dave: Tell them about your dad. Josh: Yeah. Russell: Dave, come on in. Dave's here. Dave, take the mic. Here. Dave: Yeah. No, honestly, I think… this has been one of those things. It's been fun for me to watch Russell from the sidelines here. I think, honestly, it was your dad's 60th birthday. Josh: Which was how long ago? Dave: I don't even know. Russell: Three, four years ago probably. Dave: But it was the reflection on that and it was the difference from having your hand raised versus ... because I remember you… Russell: Yeah, you want me to tell that story? Dave: Russell is a much better storyteller. I'll seed the thought, but I'll let him finish. Russell: All right. Josh: Oh, thank you Dave. Russell: Thank you. Interesting. Josh: Guys, we have a live audience here. Russell: So yeah, my dad turned 60 and we have our little family reunion every year we do. And so it was during his birthday. And I remember my mom gave him $60, six $10 bills. And so she gave them to him one at a time and said, "Okay, the first decade was one to 10. Tell us something you remember about that." He's like, "I don't remember anything back then." The second one, he's like, "10 to 20, that's when I was a wrestler. It was so much fun for me." And then, 20 to 30, he was like, "Okay, that's when I was starting my business, trying to figure things out and trying to get our family stable." 30 to 40, "That's when my kids were wrestling and I was coaching them." And then 50 to 60, he kind of went through everything. Russell: And then, after it was done, I asked him, I said, "Well, Dad, of all the decades, what one was the best for you?" Thinking, in my world, the best was going to be when he was a wrestler because I was like, for me, the greatest part of my life was when I was wrestling. And my dad said, "The greatest decade was when I got to coach you." I forgot that story until Dave said that, but I remember coming back and telling Dave and other people that I always thought the best part was being the all star. For my dad, the best part was coaching other people and seeing their hand raised. Josh: That was a good interjection there, Dave. Huh. Russell: …which was really cool.

In just a few short years, Brandon and Kaelin Poulin took LadyBoss Weight Loss from a startup to a company with 350,000 customers. In 2019, LadyBoss, which helps women lose weight, transform their health, and love themselves, was named number 4 on the Inc. 5000 list of the fastest-growing privately-held companies in the United States.   Tune into this episode for a behind-the-scenes, comprehensive look at what it takes to grow and scale a successful company like LadyBoss - the strategies, the mindsets, the vision, the customer relationships, all of it - in a few years instead of a few decades. Network marketing’s most valuable lessons Before they ever met, Brandon and Kaelin started in network marketing, and found their way into weight loss, health, and fitness. They learned succeeding in network marketing requires developing and maintaining relationships. It requires listening to people, and finding out what they really want. And it requires facing rejection, over and over and over. Network marketing also taught them about personal development, something they know is critical to both their early success and their ongoing success. Everything you do starts with you, and if you’re tripping over the same issues within yourself, it’ll trip up everything you try to do. Dig in and make something happen After five years with another company, Brandon and Kaelin were ready to start their own company. They were two months behind on rent, on their car payment - basically everything, and in danger of sinking even further. With their backs against the wall, they locked themselves away from the outside world for two months and worked around the clock to launch their company. It didn’t take fairy dust or unicorns - just the commitment to dig in and do it. Get off the shiny penny highway With the abundance of tools, trainings and strategies out there, Brandon and Kaelin often found themselves tempted by the shiny penny highway. Oh, another cool software! Oh, another marketing strategy to try! The barrage of things to try was constant. To avoid getting trapped on the shiny penny highway, Brandon and Kaelin always brought it back to what their customers and their company needed at that time. If what they were looking at didn’t fit with their vision, it wasn’t right for their business. It meant saying no to a lot of things. It also allowed them to simplify, while simultaneously (and quickly) growing their company and better serving their customers. Don’t shut out your customers A lot of companies think being aloof with and too cool for their customers is the right way to be. Brandon and Kaelin see it differently. They know, from years of experience, how crucial the customer relationship is to their success. Rather than shut their customers out, they welcome communication with their customers. They’ll take customers by the hand, so to speak, and help them walk to that next level. It’s a powerful reminder that your customers are your best asset. Without them, you don’t have a business. Don’t shut them out. You always have the power Brandon and Kaelin point out something a lot of successful people come to realize: That once you get to a certain level, your success is all other people see. But they’ve been kicked in the teeth, made mistakes, and had to find different ways of doing things. And they know it’s likely to continue on that way, because that’s just the nature of business. The reason Brandon and Kaelin have been so successful isn’t because they haven’t faced challenges, it’s because they know they have the power, always, to overcome them. Believing and accepting that no matter what comes your way, you have the power to deal with it and find another way forward, is a must-have mindset for all business owners.   Outline of This Episode Backs against the wall [05:29] Trial by fire [12:40] Get off the shiny penny highway [20:56] Remember who you’re serving [29:36] Stop pushing your customers aside [34:01] The secret to aligning as a team [38:48] What to do when the hits keep coming [46:15] Resources & People Mentioned LadyBoss Weight Loss: https://ladyboss.com/ https://www.instagram.com/ladyboss/ https://www.facebook.com/LadyBossKaelin https://www.youtube.com/c/LadyBossWeightLoss Music for “Just The Tips” is titled, “Happy Happy Game Show” by Kevin MacLeod (http://incompetech.com) Licensed under Creative Commons: By Attribution 3.0 License Connect With James and Dean James P. Friel: CEO Quickstart: https://jamespfriel.com/ceo-quickstart/ Facebook Group: https://www.facebook.com/groups/hustledetox/ Facebook Group (BulletProof Business): https://www.facebook.com/groups/1107362546297055/ Site: www.jamespfriel.com Interested in being a guest on the show? Dean Holland: Blog: www.DeanHolland.com FB Page: https://www.facebook.com/DeanHollandHQ Billion Dollar Project: https://www.facebook.com/groups/BillionDollarProject/ JTT Facebook Page - https://www.facebook.com/justthetipsshow/

After your funnel is live, the next question is “How do I get people to actually show up to my funnel?” This episode will give you some ideas. Now that the funnel is ready, it’s time to ATTRACT an audience–your ideal customers–to your funnel. One of my favorite ways to get traffic to your funnel is to create anticipation and desire. When a big Hollywood movie comes out, what happens? The movie star goes on “The Tonight Show” to talk about the movie. And then they show a cool clip of the movie to get you all excited so you WANT to go see the film! The movie star gets you all pumped up to BUY a ticket to the movie. It’s the same with your funnel. You can create the same DESIRE and ANTICIPATION to drive people to YOUR funnel! Want to know how to create this same “I gotta have this” desire for your product, service, or offer? Then check out this revealing episode of Marketing Secrets. ---Transcript--- What's up everybody. This is Russell Brunson. Welcome back the Marketing Secrets podcast. Hope you're having an amazing day today. Today, I want to talk about all the things you do after your funnel is finished. A lot of people create a funnel, and they're waiting for money to come. No. That's where it begins, not where it ends. All right. So to start this one off, there's a funny quote I heard one time from somebody that said something to the effect of like, "I can't wait to get married because then I'll be at the end of all my problems." And there's this older, married couple who laughs, and they say, "Yeah, you just don't know which end it is." Is that the end? It's the beginning. And I think it's kind of funny. It's true in our world of entrepreneurship and building funnels, right. We go out there, and we spend all the time, and this effort, and we're like, "As soon as my funnel's done, then I'll make money. And then I'll be at the end." And you get the funnel done. And I came at the end, and me as an experienced marketer who's been doing this for a long time look at you and smile and says, "Yeah, you don't know which end. This is the beginning." Right? The funnel is the thing that converts to sale. Right? But it's not the thing that gets people to come to you. Right? And so that's kind of what I want to talk about today. And I'm going to lead back... I'm going to step back and put as a wrestling analogy because that's what wrestlers do. We talk about wrestling. So for those of you who are wrestlers, you know that to take somebody down, there's only a couple real take downs, right? There's a single leg, a double leg, and high crotch. Like that's 90% of the take downs. There's other things, but if you look at the highest level like Olympics and things like that, NCA, almost all of the take downs are one of those three. That's the majority of it. Right? So if you're looking at it from outside, you're like, "Oh, wrestling's really easy. I've just got to learn three moves." And from the outside, it looks like that. But the reality is for each of those moves, there's a hundred different ways to set it up and get into that move. Right? So there's so many things I can do to get a high crotch, or double leg, or single leg. There's a million things to do. And these are all setups. And so the skill comes in like... What are all the set ups? How do you do them? How do you do when someone goes here, or here, or here, or here? That's where the secret sauce comes from. Right? And so same thing is true in our world. Right? When you come to building funnels, there's not like an unlimited type, amount of funnels. There's about 10. If you read Dotcom Secrets book, I show them. These are them. Inside click funnels, I see over a 100,000 funnels. Of 100,000 clients, each one have multiple funnels. It's like millions of funnels I've looked at. And the majority of almost all funnels that generate any kind of revenue are one of these kinds of funnels. Right? So it's not like we've got to reinvent the wheel, or figure out the next thing. It's there. And if you don't know what those are, right, if you don't know what the double leg, single leg and high crotch is for funnel world, go read the new updated hard bound Dotcom Secrets book. They're all in there. There's no secret sauce. Like, they're there. You have those, you've got everything you need. Right? And so that's the first step. So the second step now is like, "Okay, how do we get people in? What are the setups? What all different ways that we get somebody to come in, and start buying that book?" Sorry, I'm looking at my book right now. Get them to come into my funnel, and buy whatever I'm selling. Right? So that's kind of the next step. That's what I want to talk about today, is just help you understand that when the funnel's done, now you're on the other side of it. So I've been doing this... And I talked about during, I think the last podcast episode, us launching the understand.me summit, which has been so cool. And it's been doing really well. We launched on the first day. We hit the 1 Comma Club on day number one. And my partners then started freaking out, they were so excited. And it's just... it's fun seeing it all come together. Right? And then... So what was fun is the summit launch. And they went to all the speakers, they promote it, a bunch of speakers promoted it. And then they're like, "Okay. Day two. What do we do now?" And I'm like, "Yes, you were at the end of your problems, but it's the beginning end. It's that end of it. Right? Now, we've got to figure out how do we keep promoting this? What are the things that we do?" And so... And again, there's tons. If you've read the Traffic Secrets book, you've seen I go through tons of different ways to do these things, right? And the reality is that the number of setups for a single leg are unlimited. The setups of the way to get someone in your funnel are unlimited. And you guys start being creative, start thinking about it. What are all the different things? Obviously, can go buy Facebook ads. You can buy Google ads. You can do those things. You can do things with like... they start getting creative. And so what I told our people, and so I'm giving you guys this as an idea, right? I said, "Okay, now a lot of speakers have promoted it. The next phase is how else we get them involved in this promotion? Like what other things we can do?" I said, "The first thing to do is we should interview them, right?" Like when a big new movie comes out in Hollywood, what do they do? They don't just go buy Facebook ads that tell people, "Show up." The actors who are in the show, they go on the road and they start going on the talk shows, right? They're on the Today Show, and the Tonight Show, and Good Morning America, telling the story of the movie, why it's going to be so good. They show a little clip of it, and get people excited. Right? It builds anticipation and desire. I said, "We've got to do the same thing with our summit, right? If you want people to come in, we've got to do the same thing. We've got to build the anticipation and desire, and get people fired up." And so my next assignment for Mike and Mandy was like, "Okay. Go back to all the speakers and say, 'Hey, can we do a Facebook Live on each of your fan pages?'" We can do the Facebook Live. And they said, "Sweet. What do we do on Facebook Live? Do we do another interview?" I'm like, "No, no, no, no. You're not doing an interview. You already did the interview. That's the content. That's what we're giving them. We don't want... The goal here is not to give people more content. It's to create the desire for the content. Right?" Think about like when you look at the Tonight Show and Robert Downey Jr. is coming to talk about End Game, he's not showing you the movie. He's not giving you the content. He's creating desire for the content. He's going to tell you some funny story about what happened while they were filming it. And he's like, "You guys want to see clip of it?" And he shows a little clip, and people are like, "Oh, I must go see the movie." Right? You call all your friends, like "Cancel all your plans," and you buy your tickets, and you're there. Right? Because it created a desire for the movie. Right? So all these setups, right, this set up is for single leg, this is the setup for your funnel. They're all things that create desire for the thing that's inside of your funnel. Right? And so I said, "When you do these interviews, they're not long, the short that's three, five minutes max." Right? And maybe 10, if you really want to go along, but I don't think it needs to be that long. Right? And so it's three to five minutes. And the question was like, "Hey, we're here today with so, and so. They're part of our understand.me summit. We're so excited. And a really quick, this guest, they specialize in blah, blah, blah, blah. And do you want to tell us really quick, why you got excited about this?" And the guest comes on like, "Oh yeah. So I got excited about this because blah, blah, blah, blah, blah." Right? Cool. "Now inside the summit, obviously you told us all your secrets about how you do blah, blah, blah, blah, blah. But tell us what's one quick thing that they're going to learn when they have a chance to listen to your presentation." Right? And the person's like, "Okay. Well, we went deep, but one cool thing they're going to learn, they're going to learn how to do blah, blah, blah, blah, blah." Okay? Notice this, the person that said, "Let me walk you through the process." The person said, "In the summit, you're going to learn this thing." Right? So it's creating desire, is telling them what they're going to learn, not how to do the thing. Right? It's just like, "Here's what you're going to learn." So it gives them that little thing. And now they've got the hook. And then the last thing is for the host to be like, "Okay, now my favorite thing about your interview is blah, blah, blah, blah, blah." Right? And then everyone... And then they have a call to action. Like, "Okay, if you guys want to hear so-and-so's interview, go to whatever.com." And that's kind of how it was. Right? So I told them, "Go to all speakers and do that." And hopefully we can do it on their fan pages because if it is, then all of their fans are going to see this cool interview with that person pushing them back to their thing. Right? And so that's kind of the next phase of promotion. Okay? Again, those are all different setups, right, to get somebody in the leg. Now, you start thinking, "Okay. How else how can we amplify this? How else can we boost it?" And so my next thought is something similar to what we did when I did my interview with Tony Robbins, right? When I launched the Expert Secrets book, I was lucky enough to have Tony Robbins interview me on his fan page. So his fans saw the interview, which was crazy. But then when it was done, we called Tony's team, like, "Hey, a ton of people saw the interview. Can we get access to your ads account? And we'll actually pay for the ads to promote this interview to your people." And Tony's people were like, " What's in it for us?" I'm like, "Well, we'll pay for the ads, and you'll get affiliate commission. So there's there's money in it for you, and all this stuff." And they said, "Sure." So they let us have access to the ads account. We promoted Tony's interview to Tony's people. And that video ended up being seen by over 3.5 million people. Right? Another setup to get more people now to watch the presentation, which gets them then to come to the funnel. Right? So it's just like always taking it to the next step, and the next step, and the next step further. And so that's the next step for us. It's like, "Okay, now, after we've done the interview, let's see if we can promote that to their following and get more noise out there to create more desire for people to come back into our funnels." Okay. And so again, this is just one little strategy. There's a million of them. I just want you guys thinking differently, right? I want you guys thinking differently, besides just, "Hey, my funnel's done. Now what?" Like... Okay, now it's done. What do they do in Hollywood? They take the show on the road, the actors, the people so if it's your product, you should be going on the road, getting interviewed, doing things like that. If there's people in your product, you should be in their fan pages, and getting... interviewing them on their fan pages to get people to come back. There's so many things you can do. If you've got success stories, if you've got students who had success with your product, you can go on their fan pages, their personal pages and interview them about their success story. And then use that as an ad. I remember when Kaelin Poulin was building LadyBoss, I remember she told me she was like... There's a segment of the market that loves her. Right? They're like, "I love Kaelin. She's amazing." And they just listen to her. But she's like... Because you know... If you know Kaelin, this is getting back when she was first getting started. She had her nose pierced, tattoos, she kind of had this edgy feel. And so some people loved that, but she was like, "A lot of the moms didn't connect to me very well." And so she's like, "I understood that. So I was like, how do I open up my, my business to those... I want to attract those people, and I can serve them, but they just don't connect with me as close as you know right now." And so she said, "Well, who of my customers are moms who'd gone through the program and had success?" And she found a couple of them. And she said, "Can I interview you about your success story?" And they said, "Yeah." And so... it's kind of a cool story. She actually went through the Expert Secrets book and took the Epiphany Bridge script questions. And she sent it to all of these women, and said, "Okay, I want you to write your story, answer these eight questions." Right? And took the eight questions from the Expert Secrets book, and filled them out. So like, what's your backstory? What was the... blah, blah, blah. They filled out the questions. And then Kaelin got on the interview, and interviewed them on Facebook Live, asked them the questions. The women got them emotional, and all of a sudden had Kaelin interviewing a mom who had gone through a program that had success. And then Kaelin interviewing a guy who'd gone through it. Maybe that wasn't true. I don't think she lets guys in. Anyway, but you know what I mean. All these different people in different segments that weren't Kaelin. And then they took those videos of the interviews, and those became ads that targeted that demographic. And all of a sudden that demographic was like, "I know I may not connect with Kaelin, but man, I connect with the person that Kaelin helped, and because of that, now I connect with Kaelin." Right? And it starts opening up this huge, new markets, new doors for you. So I'm telling you this because I just want you guys thinking differently. Right? There's so many ways to do this. It's just being creative and starting to have fun with this. Okay? There's the art and the science of funnel building, right? The science is like, "This is the funnel structure." Dotcom Secrets is like, "Here's the science. You build the funnel distractions. It's how it works." Expert Secrets gets into the art of like the messaging inside the funnel, and Traffic Secrets is the art of how do you get the ads out there? You know? And in Traffic, there's art and science. There's how do you do the placements, those kind of things. But there's the art of how do I create things? How do I find things that are interesting? How do I get people's attention? And that's where it gets fun. So, anyhoo, I just wanted to share some of those ideas with you guys, mostly to stimulate your brains today, and get you guys thinking differently. Okay? Because if your funnel's done and it's launched, you're at the end of all your problems, but you're about to find out it's the other end. It's the beginning. And it's time to start learning the traffic side of this game, and start having fun with that as well. So with that said, that yes, I appreciate you all. Have an amazing day, and I'll talk to you again soon. Bye, everybody.

Day 5 of Russel Brunson's One Funnel Away Today goes over always believing in yourself and the process. It might take you a short amount of time or it might be longer then you expected but if you do not give up and push forward step by step you will achieve your goals. If you want to join us please click on the link below and join us in this awesome challenge! http://bit.ly/ofautube20 "Most great people have achieved their greatest success just one step beyond their greatest failure" -Napoleon Hill Do you need to have a product or idea for your business? No! Just join the One Funnel Away Challenge(OFA) and Russel will teach you how to create your own product. IF you aren't satisfied with your life or business, you have to give OFA a try. You will experience what so many ClickFunnels users have already done...you are only one funnel away from financial freedom We're here to help you succeed in business. Signup for your FREE 14 day trail of Clickfunnels here: http://bit.ly/CF14Tr2020 Listen to Kaelin Poulin behind the scenes and presentation of Lady Boss https://bit.ly/2YZrM5h Subscribe to me on YouTube Here: https://www.youtube.com/channel/UCaGvOXanoJ3q_KxB-5YeZrg --- Support this podcast: https://anchor.fm/dogwalkmarketing/support

Kaelin Poulin sharing her presentation from Funnel Hacking Live about identity shift. On this episode we hear from Kaelin Poulin during Funnel Hacking Live talking about identity shifts and getting your customers to be a part of your community. Here are some of the awesome things Kaelin talks about in today’s episode: Why it’s important to care about your customer. Why you need to have an “I am” statement and manifesto. And why you need to give your customers a cape. So listen here to this awesome presentation from Kaelin Poulin about how to to build your community by giving your customers an identity shift. ---Transcript--- What’s up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast, I’m so excited to have you guys back. The last episode I talked about identity shifts and how it’s helping me in my life, and about how we try to orchestrate these things inside of the lives of our customers and businesses as well. Today’s episode I’m going to actually let you guys listen in behind the scenes of Kaelin Poulin’s presentation from Funnel Hacking Live a couple of years ago, where she talked about the identity shifts that she creates for her customers. And if you wonder about why they’re so success, on top of all the other amazing things they do, one of the biggest reasons is this. They are the best in the world at getting the women who come into their programs to have an identity shift. And what’s crazy is I’ve had a chance to see this first hand with Collette, my wife. She got into LadyBoss, started buying her supplements and going through the things. And I watched my wife as she started taking on these identity shifts as well, so that’s been really fun to watch her and her growth. But it all comes back to Brandon and Kaelin orchestrating these things from the very beginning, and how they weave them into their community and what they’re doing. And it’s such a powerful lesson. With that said, we’re going to load up the theme song, and when we come back, you guys will have a chance to listen in behind the scenes of Kaelin Poulin’s presentation on the identity shift from Funnel Hacking Live. Kaelin: You guys are awesome. I love your energy, we’re going to have some fun today. A couple more beards than I’m used to seeing in my audience. So first of all, thank you Russell for letting me take over your stage today, that takes a brave man, a very brave man. And you know, what’s really cool about the things that I’m going to show you today, is some real tactical things of how to have the identity shift for your customers to build a culture and community that you want inside of your business. And I know it’s funny when you hear that, you get like one “whoo” like, “Whoo.” like one. But what I’m going to show you, you guys know a lot of the numbers, you’ve seen a lot of what we’re doing, but this right here is the foundation to all of that. This identity shift here is what causes your customers to buy from you over and over and over again, and love doing it. So are you guys ready to see that today? Okay, well first of all, I just want to tell you, because a lot of you see it now, you see the Two Comma Club awards, you see you know, the award that we’re giving later this week. And it’s like, “Oh yeah, it’s easy for them where they’ve done it.” But I just want to tell you, 3 years ago I was sitting in your seat at our very first event. We got, when we first go Clickfunnels, it was so funny, we were transitioning out of our old business and we were broke. And when I say broke I mean like, we didn’t know if our card would go through at the grocery store broke. Missing car payments broke. So I just want to tell you that 2 ½ years ago we were sitting in your seat and this is possible. And the numbers I’m about to show you are possible for every one of you. But the first thing you have to do is do what Russell says. And the second thing you have to do is do what Kaelin says. Just kidding, that’s just what I tell my husband. But anyway, Brandon, I’m up here today, but Brandon is the one that runs all the operations of LadyBoss, he’s the one that makes everything happen, he herds me along. So all this about funnels, he’s the one that’s done all of that. So I’m the one who gets to stand up here for us today, because I’m talking about culture and community but I just want you all to know, he’s the one that runs the entire back end. All of the operation. You know I would just steal the mike anyway, so he just let me do it. Alright, so I just want to start out by saying that anybody can sell something once. Anyone can fire off a PDF and do a webinar and sell something once, but today I’m going to show you how to get your customers to buy from you over and over and over again, and they’re excited for you to sell to them. How many of you guys want to know how to do that? Because here’s the thing, you can make a million on a webinar. You can throw PDFs at people and then run away like you never want to talk to them again, but what I’m going to show you today is how you build a real business and how you make a huge impact. And I can’t wait to see all of you guys implement all of this stuff, because you guys are implementers right? Alright let’s do it. So here you go, the first thing you have to know is that these are customers, these aren’t only your customers, these are real people, and it’s your duty to continue to sell to them over and over and over again. And the reason why you’re going to need to do all the things I’m getting ready to show you is because what happens if you don’t sell to them? What happens if you don’t resell them on you and your products? They go back to the old way, right. What happens if I wouldn’t have resold Tamera on LadyBoss? She’s lost 130 lbs now or something, it’s crazy, but it’s because I continue to resell her. So for me it’s the difference between life and death of my customer. If I don’t resell them on LadyBoss, if I don’t resell them on themselves, that’s the difference between life and death. What is it for your customer? Is it cars being repo’d because if they don’t further their business what happens? Is it their family not eating? What’s the repercussion of not following through on what you said you were going to do for them? Because anybody can sell something once, guys, but you always have to have in the forefront of your mind that these are real people. And they’re counting on you, and they’ve chosen to put, they have chose to choose you so now you have to choose them back. There’s a reason why we’ve helped 1.2 million women, there’s a reason why all types of women are getting our brand tattooed on their bodies.  There’s a reason that our average supplement buyer stays 8 months. There’s a reason why we go live with a new piece of apparel and it sells out in 18 minutes. There’s a reason we convert 10% of every single email we collect into a customer. There’s a reason, literally right here, Chris will tell you, we eclipse any other email marketer. There’s a reason why we get these open rates. There’s a reason why we have 40 thousand paid members in a community, paid members in a paid community. There’s a reason why we have 1.2 million unique engagements in that paid group each month. There’s a reason why 50% of them are active in this community every single day. Did you guys hear that? Every single day. What if you were having a conversation with your customers every single day and they were getting value from you every single day. There’s a reason why 83% are active in our community every month, right. There’s a reason why when I do a Facebook live, my customers get on and sell for me. I’m going to show you guys how to do all this okay. There’s a reason why I went from 0 and broke and not affording groceries and missing car payments 3 years ago to now an 8 figure business. And here’s why, culture. Write this down, culture. You hear Russell say it all the time, cult-ture. And I’m going to kind of turn it on your head for you today, because a lot of think it’s not a big deal. I’ll just do a couple things, and we kind of overlook this. How many of you guys would honestly admit that you’ve overlooked the culture and community part of your business? Be honest. Because it’s more about just the things that you put in line, it’s more about just you. You don’t create the culture in your business, every single day your customers do, every single person you choose to put on your team creates that culture for you. Every support person that you have, every person that’s in contact with every single one of your customers, every affiliate that you have. That’s why everyone can’t affiliate us, right, because we know that every single face that represents LadyBoss has to represent our culture, they have to represent the things that we believe in. So right now I’m going to show you phase one, this is how you attract your culture. I’m going to show you the identity shift, but this is the first piece. Because without this, we can’t take them through the identity shift process. So write this down, attractor culture. This is the foundation of your community, the foundation. If there’s one thing that you get from this, please do this next piece. Because you have to divide your customers upfront, okay, from the crowd. You have to hand pick who they’re going to be. I see too many people nowadays that are trying to get everyone. I want every woman of all different places, and it’s so not true. You have to divide your community upfront, or else they will divide themselves inside of your business. They will divide themselves inside of your groups, inside of your community. So you have to hand select, this is like getting to pick the dodgeball team in elementary school. Do you guys remember? It’s like you had your friends, but you’re like, ‘I really want that person on my team because I don’t want them hitting me in face with a dodgeball.” That’s exactly what this is like. So I’m going to have you make a t-chart real quick. Everyone make t-chart on your paper. And today you’re going to draw a line in the sand of who you want and who you don’t want. This is your club. You get to pick the people and you don’t have to feel bad about it okay. Because when you do this, when you pick who you want and don’t want, do you know what happens? It allows you to be the real you. I see so many people nowadays with a big community and customers, and it’s like, they’re afraid of their customers, and they’re afraid to talk to their customers and everyone’s fighting and things are divided and they can’t even choose a side, because they don’t want either side of their customers to be wrong inside of their community. So when you do this, this allows you to have a group, a culture, a community, customers that you love, that love you, that think like you, that want to be you. But unless you divide them, you’re going to have everyone. You’re not just going to have the you’s. you’re going to feel trapped. You’re going to feel like you have to hide from your group.  So here’s an example of mine, because if you don’t divide every one of these people on the outside, if you don’t choose in your ads the messaging you use, what you wear, how you act, your energy, everything about you, it’ll kill your culture in your business. Because they’ll start choosing sides inside of your group, they’ll argue about these things, they’ll fight each other. So these are the people, this is how you attract the right people. What’s really cool about this too, is it allows me to be me. So I don’t ever have to apologize or say that I’m hiding under a rock, or feel afraid. I can go in my group and I can pray for people. I can go on a live in my community and pray for people, and I feel comfortable doing that, because that’s the culture and the community that I’ve created, because I can be me. So you guys need to do this first off. Alright, let’s take them through the identity shift, are you guys ready for it? Here’s phase 2, phase 2 is the actual identity shift, okay. So this is the part where now that you’ve attracted the right person, we have to step them out of their old identity and we have to step them into their new identity. That’s what LadyBoss is, we give them the confident alter ego to step into, but first you have to create what you want that identity to be. So right now I just want you to write down a couple of things. I want you to rewrite down, it can’t be the “Me show”. I made this mistake in the beginning. Our brand used to be me as Kaelin, but all our customers, they can’t identify with being me, they see me as the guru, they see you as the guru, they can’t relate to you, they’re like, “I’ll never be like her.” So know that it can’t be the “You show” so know that you have to come up with a name, you have to come up with a “I am a…” statement. Like, “I am a LadyBoss.” It’s an identity that we can move them into. So you need to come up with this first thing. Come up with a word, or two words, where it’s like, “I am a LadyBoss.” “I am a funnel hacker.” “I am a ….” Fill in the blank with yours here, because this is going to help them have that shift when they come into your business. And next we’re going to create the manifesto. So why this is really important, is now that you’ve given them a name, now that you’ve said, “You’re not Kaelin, you’re not overweight Kaelin anymore that’s 65 lbs overweight. You’re now confident, you’re a LadyBoss, this is who you are.” We’re started step them into, we’re starting to transition them through this identity shift. The second piece of this is the manifesto. Spend time really thinking about who you want and thinking about who you want them to become. So with the manifesto, literally all that I did, my husband hit record on his phone and he was like, “What does it mean to be a LadyBoss?” and I went on for like 25 minutes, probably all in one breath of air, and then we took that and had the good parts transcribed into what is our manifesto, and this is what women read over themselves. When they first join our community, when they first become a customer of LadyBoss, they print this out, they put it on their mirror, they hang it everywhere. We have shirts with our manifesto on it, because it reminds them, “I’m not that old self anymore that gives up. I’m not that woman that complains anymore. I don’t naysay. I spread sparkle. I take action. I’m no BS. I will get it done. I will do whatever it takes.” So you have to create a manifesto because without that you’re trying to move them into an identity, but you haven’t told them what that identity is. So spend some time developing a manifesto for your community, for your group because this the lifeblood of your group. They will become what is written on this sheet of paper. So it’s really important that you don’t just throw it together, or take mine. That’s not your customer. Sit down and write, who are you, what was the transition you made, what were the big aha moments, what did you need to know? And then you can do some other cool stuff. Like what we do, we do all kinds of phone screen savers, we put it everywhere, we give them desktop savers. We make shirts with this on it. Because every time they open their phone now, it reminds them that they are a LadyBoss. These are the things that I do as a LadyBoss, this is who I am now. And as you’re taking them through this identity shift, do you see how they’re started to connect to me? Because after I’m moving them out of their old self, as I’m moving them into LadyBoss, what’s happening? They’re becoming connected to me, right. Their new identity is connected to me, which is a good thing, but only like the first slide I showed you, only if you’re willing to commit to help that person. Because now that you’re putting it and injecting yourself into their life, you have to commit just as much as they do. So the next thing, now is where you’re going to step them into it. So we developed something really cool that’s called the personal power statement, and this is a blank statement I’m going to show you here. This is a blank, fill in the blank statement. So using your manifesto, you will create a personal power statement that your customers will read to themselves every single day. They will fill in their struggles, they will fill in their why, they’ll fill in their goal. So when they read this statement to themselves, they’re saying I am a LadyBoss and I never give up and I’m going to get this done because I want to be around for my children. Here’s one filled in. Can you guys see how powerful this is, your customers reading this over themselves everyday? When your clients are reading this to themselves? And you’re not only shifting their mindset about them, but you’re shifting your mindset about them into your identity that you’re giving them. So it’s like you’ve created the framework of who they are becoming. And I just want you to know, be very careful with these words, because if you start telling people, “I don’t listen to anybody and I do my own thing, I’m going to take over the world.” What’s going to happen inside of your community? Right, just know these words are very powerful, choose them wisely. The next thing you’re going to do is give them their cape. So now that you’re creating little super heroes, you’re going to give them a cape. And what this does is, now not only have you given them the statement that they’re going to read over themselves, you’ve given them a new identity. Can you guys think about your customers right now that you have, or potentially that you want to have, think about what the things they struggle with most, and what you struggled with most, and how can you take those and turn them on their head, to turn them into those statements, to turn it into the manifesto, to come up with the things that they need to say over themselves, to come up with the things that you know that they are going to feel self conscious in those areas, or they’re going to have pitfalls, you can see them coming. So now that we’ve done all that, we’re going to give them a cape. Do you guys like super heroes? Yeah, awesome, me too. So this is where we have LadyBoss swag. And a lot of people think like, “Oh yeah, it’s cool you guys have apparel line, clothing, all this stuff.” And I’m like, “No, it’s not clothing. It’s a cape.” It’s a cape. Are you guys seeing where I’m going with this? Because every super hero has a cape and when they put it on they become different. They all have these really cool outfits. And Superman goes in the telephone booth and comes out and he’s Superman. Is it Superman or is it the cape? You’re not really sure, right. Your community will be the same way, so now that you stepped them into this new identity, when you give them the cape, it reminds them every single day of how empowered they are to do them what they need to do. It reminds them of what you have done for them. It reminds them of their journey and where they’re at, and that they can keep moving forward. And you can just see, these women, these are never women, these are women who would have never taken pictures of themselves before, women that were terrified of taking pictures, look at them now. They’re doing photoshoots in their swag. It’s their cape, because each time they put it on and why this is important is that they’re proclaiming their identity in you. They’re proclaiming eveyr time they put it on, “I’m a LadyBoss. This is who I am.” It’s like saying, “I’m American.” Or saying “I’m a U of L fan.” Now it’s part of their identity, it’s who they are and it’ll help them do the impossible. And what I mean by that, this is a picture of swag that was actually posted in our community, and she was having to learn how to walk again. So she said that her husband brought her this shirt every single day that says, ‘Nevertheless, she persisted.” Every day, to wear it because it motivated her to get up and try to walk again. So with your identity shift, what are the tools that you can give them? Write this question down. What are the tools that I can give them? Because even though our businesses are different, they’re not. It doesn’t matter if you have 5 people or 500 people because it starts with you and that group. And then the reason why LadyBoss has grown so big, it’s not because of the name, I see all these bosses everywhere now, but it’s not because of the name, it’s the identity. It’s how they feel, it’s the culture, it’s the community. And what happens is they become a new person. They become a new person, but guess who they’re connected to now? You, right. So it doesn’t matter if you have 500, if you have 5 million, if you 5. And it’s never too late to implement this. We were 2 years into our business before we implemented this. But what’s amazing is they just continue to take that step forward with you. And the more you can give them the identity as a LadyBoss, the more you can give them the identity of your I am statement, the closer they become to you. The more engrained they become to you, the more they’re stepping into this identity, this coat that you’ve put on them, and they’re walking in it. They’re walking in it. And it can’t be separated, because once you’ve bonded something to a person in their identity of who they are, it’s there forever. So if you want the key to how to make your customers buy from you over and over and over again, this is it. Because it’s not because they buy, because it’s like, “oh my gosh, we can’t wait for the next product.” right. They buy because they’re a Ladyboss and they know that they have to take the next step with me. They know that they need the next thing to go to the next level. They buy the clothes because it’s part of who they are, because they’re proud to rep that name, because it makes them feel good about themselves. So you constantly have to think and write down and list out, what are the tools that I can give them? Where are they lacking that I can help build them up? What are their things that are going to make them feel motivated, inspired to do what they need to do to get results? Because that’s the thing, if they’re motivated and inspired to get the results, you get those results, right. So the identity shift, it is the key. It’s the key to getting your customers to buy from you over and over again, and there’s a couple of things that I want you to remember. So write these down, if you take anything away from this. Care about your customer. You guys got that? Say, “care about your customer.” Say it like you like them guys, “Care about your customer.” The second thing is create you’re t-chart. Who do you want and who do you not want? This is very important. You want to have mini-you’s right. You don’t want to have people that give you headaches or make you feel like you’re in battle all the time with your customers. You guys want to be one team, one unit. The third thing, create the I am statement and create your manifesto. And this should take you some time, really think it out. And don’t just grab what someone else is doing. Really think, who am I? What do I want? What are the customers I want? What do I believe? And use all of that to create your I am statement and to create your manifesto. The last thing you’re going to do is create your power statement and then give them a cape. So every time a new customer comes in, guess what happens, every fulfillment email, every fulfillment email it’s like, “You’re a LadyBoss now. Forget all the stuff you used to do and your bad habits, and the obstacles you had. You’re a LadyBoss now and this is how you deal with it. You take action, you never give up, you don’t complain, you take no BS, you spread sparkle, you’re unstoppable, you’re a LadyBoss.”  So every single customer that comes in with us, we give them a new identity. We give them this identity shift and then they’re able to say, “You know what? I’m a new person.” And then every day we help them take that next step into being a LadyBoss, that next step into being more confident, that next step into their weight loss journey. So can you guys see how this will fit with your business? And if you can’t, you just need to think a little harder, get a little more creative. So there’s a phase three that I can’t get to today, and I know the guys here have been really nice to allow me to give you the slide deck and stuff, so they’ll have that for you. But this is the phase three, this is the missing piece that I didn’t have time to go through today of basically how that now you have all this community, now you have all this culture going on, how does it not drive you crazy when you have 40,000 people, customers in a Facebook group? How do you get people to actually engage and have fun and want to be in your community? Because it’s much people having people in a community and 50% of them being engaged on a daily basis, is a totally different thing. So it’s going to tell you how to do that, and also how to have 24/7 free customer support inside of your group, that sounds cool right. So this is all about phase three that I couldn’t get to today, but I want to leave you with something. And yes, I copyrighted this. You heard it here first. But in all seriousness, if there’s anything that you take away from the next couple of days, just do what Russell says. And I know it’s like a funny saying now, but it’s like, I’m really serious. He’s giving you the opportunity. He’s gone before you and paved a path. He’s literally like made the road for you, parted the sea, all you have to do is walk through it, but some of you guys are trying to like walk into the sides of water. Some of you guys are trying to go off the beaten path, you’re trying to reinvent the wheel. But he’s already done it. All you have to do is follow the system. All you have to do is what Russell says. People come up and ask us all the time, “How did you do it? How did you go from zero to an 8 figure business now?” and I’m like, “Legit, all we did was do what Russell says.” So there’s one thing from this weekend, just remember that. Don’t try to reinvent the wheel. Don’t try to recreate things. Don’t try to deviate the path. Take the tools that Russell has given you, and what he’s telling you and just follow the system. Walk behind his footsteps and you’ll get there, and just know, it’s possible. It’s possible. I was in your chair, all the way back there in the back, right over there, in San Diego. And now here, but you have to believe it’s possible for you first. You have to take that identity as a funnel hacker, and you have to say, “You know what? I’m just going to do what Russell says. I’m going to implement. I’m going to follow the system. I’m going to commit.” Are you guys down for that? Alright, I’m going to say, “I am a…” and you guys are going to say, “Funnel Hacker.” And this is how I’m going to leave the stage, and we’re going to do it three times. You guys ready? I am a…funnel hacker. I am a…funnel hacker. I am a…funnel hacker. Yes!

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

If you have a sales problem, you really have a communication problem. A lack of sales is the symptom of ineffective communication between you and prospects. To fix this kind of problem, you need to make sure you have your customer avatar clearly defined, and everything about you and your business, needs to shout to them, “I am the solution you’re looking for.” From the way you dress, to your website, to the words you use, and every step in between. At the end of the day, off of these efforts are designed to do one thing… Create a connection. Well today you’re going to learn how to do that from The Brand Doctor, Henry Kaminkski. Henry has an absolutely fantastic story of how he’s become one of the most successful band agencies in the online marketing industry, with clients that include Russell Brunson, and Kaelin Poulin from LadyBoss.com. Today he’s going to walk you through the 3-part branding framework he uses to help all of his clients become the go-to authorities in their niche. If you need some help and guidance creating your personal brand, then get ready to take some notes, and please help me welcome, Henry Kaminski. Resources: UniqueDesignz.net Follow Henry on Instagram | YouTube Resources: Resources: Track: Dirty Palm - To The Back (feat. Purple Velvet Curtains)[NCS Release] Music provided by NoCopyrightSounds. Watch: youtu.be/HkbjsbwziZY Free Download / Stream: ncs.io/ToTheBack

As I’m re-geeking out on Expert Secrets, let me show you something new that I found. On this episode Russell talks about re-writing the Expert Secrets book and how that lead him to doodle out the framework for a future based cause. Here are some of the awesome things he explains in this episode: How to build your own framework instead of teaching by just giving a mess of random information. And understanding what a future based cause is, with some examples from political elections. So listen here to find out how the updated version of the Expert Secrets book is going to be more clear and awesome than the old version before it actually comes out in May. ---Transcript--- Hey, hey, good morning everybody. This is Russell Brunson, welcome back to the Marketing Secrets podcast. I hope that you are enjoying whatever it is that you are doing in life right now, and I appreciate you taking a short break to hang out with me on this podcast and to talk about marketing and all the things that get me, and hopefully get you excited as well. With that said, let’s queue up the theme song, and when we come back I’m going to share with you some updates about the things that I’m learning while I’m writing the books. Alright everybody, so first off, so many exciting things happening. We are getting closer and closer to Christmas, if you’ve been following along you know that recently I wrote my third book, the Traffic Secrets book, and then I started to rewrite the Dotcom and Expert Secrets books. I rewrote the Dotcom Secrets book and ugh, I’m not going, yeah, it’s basically a brand new book. So that was like the whole second book, and I started the Expert Secrets book and I’m like, “Oh, this one’s not going to be that big of a deal, this one is gonna be simple.” But I am now two weeks into it and it is literally a brand new book. So if you read the old ones, they’re okay. The new ones, they’re insane and I’m excited for it. And yesterday actually, the publisher, Hay House, they sent me back the interior proof of the Traffic Secrets book. So we took it and printed it out and spiral bound it, like the exact same size it will actually be when it’s a book. So I’m actually holding right now in my hands the first Traffic Secrets book, which is crazy and it’s insane, and I can’t wait to deliver this to you guys so you can start using it. Especially right now, I don’t know if you guys are feeling the season we’re in, but we’re in the season of Mark Zuckerberg shutting people down like crazy. Left and right, everybody’s accounts are getting shut down, which is what I prophesied about in the book. So I’m hoping the book comes out before he shuts everyone down, otherwise people will be like, “Yeah Russell, we saw that happen a while ago.” Whereas if you read my book first you’re going to be like, “Russell’s a genius.” So let’s just pray that he keeps everybody’s ad accounts live at least until May 5th. And then afterwards he can do whatever he wants because now you’ll have the new blueprint for traffic without having to rely on the Zuck, or the Berg, or whatever you want to call him. Anyway, that’s exciting. But today I’m coming to you because like I said, I’m sitting here doing a rewrite of the Expert Secrets book. And I’m excited because there’s so many things I’m adding in here and one of the big sections I talk about is frameworks, and how to create your own framework and then how you teach your framework and how you use that to teach people, but then also how to use it to create products. Anyway, the framework is like this core, foundational thing that I never talked about before. I did a podcast episode about it a little while ago, which is worth listening to, it’s called the Framework Plus Four Secrets. Anyway, I’m not going to go deep into framework stuff, just letting you know I’ve been geeking out on frameworks, and because of that as I’m going through this book, I’m deliberately making really solid frameworks. So for example, yesterday, it was, a little more than yesterday, it was the night before yesterday, which doesn’t really matter to you. But I was doing edits on the chapter, the Future Based Cause chapter in the Expert Secrets book. And if you read that, the chapter is good, but it’s like, “Here’s a whole bunch of ideas. You could do this and this and this.” So it’s good from like an idea generating chapter. But as I was looking at it there’s no framework to it. It’s just like, “You could do this and do this. And I did this. Here’s what Brandon and Kaelin did.” So it was good for ideas, but it wasn’t good for like, “Here’s a framework you could model and you could replicate, you could simplify, you could use over and over and over again.” So I started looking at all the stuff that was in there, and then I broke it down and I simplified into an actual framework, and then I made a doodle, because I’m a doodler. So I doodled, I listed out the steps of the framework, then I doodled it out, and then I started freaking out and I sent the picture of the doodle to like 10 people, they all freaked out, and then we doodled it, and now it’s in the book. So you guys will see the doodle, I wish I could show it to you right now. Maybe I’ll send a picture of it, and Kris can make it the podcast cover. So maybe go back and look at the podcast cover of this episode and you’ll see the doodle. But basically it was a doodle about how to create a future based cause. And what’s interesting is, now I’m thinking, here’s random ideas and then building a framework and then plugging those frameworks into, or those ideas into a framework. Now it’s so simple and so replicate-able. So I’m going to kind of walk you through this. So this is coming back to the Expert Secrets chapter on how to create a future based cause. So basically, let’s see if I can pull it up in the book as I’m going through this, that way, got it. Okay so the way that I did the structure, so secret number 4 in the book might change, it might be 5 actually if I add another chapter earlier. Alright, so there’s basically 4 steps inside of this framework. So step number 1 is you have to launch your platform to become your dream customer’s guide to the result they’re trying to get. So this is where it’s like, basically the dream customers, they could be trying to get their result from anybody, so why should they pick you and why should they pick your movement and your tribe, and your people? So I talk about creating a campaign slogan, so for the funnel hacking movement the big slogan is one funnel away. It’s something I’m always talking about. I’ve been talking about it for 4 years now. I keep preaching it from everywhere I can, “You’re one funnel away. You’re one funnel away.” That’s my campaign speech to get people into our movement, right. It’s the same thing, you know, in political elections, every politician has some kind of slogan they use to try and get people to follow them and into their political party and vote for them. So us, as entrepreneurs, we gotta do the same thing. We’ve got to treat our business like a campaign, we’re campaigning for the attention of our dream customers. How do we get that? And then what’s crazy, in the Expert Secrets book, the original one, I shared two or three political campaigns, I’m like, it’s interesting if you look at political campaigns most of the winners used future based causes and most the people who lost used improvement offers. So yesterday as I was writing this chapter I went back through and I was like, ‘I want to see how far back that’s actually true.” So I went back and I found all the campaign slogans, all the way back to the year I was born, so 1980. And what is insane is every single person from 1980 til this last election, the person who won always had a future based cause as their campaign slogan. And every single person who lost always had an improvement offer, all the way back to 1980. It actually went back further, but 1980 was the year that I was born, so I was like, I’m going to stop here. But I have them all here inside the book, it’s so crazy. In 1980 Jimmy Carter, so the loser’s again, they had improvement offer that focused on the present, so Jimmy Carter when he lost in 80 was “A Tested and Trustworthy Team”. So he’s saying, “We’re focusing on the present. We’ve got a good team, we’re trustworthy, we’re going to do good.” Whereas Ronald Reagan in 1980, his campaign slogan was, anybody know? Drum roll please, I’ll give you a hint, Donald Trump used it in his last election. So 1980 Reagan’s slogan was, “Let’s make America Great Again.” Which is a future based cause, a new opportunity, it’s crazy. And then you go down and look up Walter Mondale, in 1984 lost to Ronald Reagan, and Mondale said, “For New Leadership” which is very much an improvement offer, “We’re going to make better leaders.” But Ronald Reagan said, “It’s Morning again in America.” A future based cause. Boom, this thing’s happening. Anyway, it goes down, Bob Dole had an improvement offer. Al Gore, John Kerry, John McCain, Romney, all of them had improvement offers, and all the winners had, anyway, it’s insanely cool. So that’s number one in my framework. So I talk about that, I explain it, tell the story, and then it gives them tactics of a strategy of how it works, and tactics of how it works. And I show a bunch of case studies of people who have done a future based cause. After that, now I’ve done a campaign, I get somebody into my movement, my cause, and the next thing is I have to give them an identity shift. So this is now where I need to make them become a funnel hacker. I get them t-shirts, I give them an “I am” statement. I am a funnel hacker. I build funnels. Do all these things to make this transition to put on, as Kaelin Poulin said at Funnel Hacking Live 2 years ago, she’s like, ‘When someone puts on their swag, their t-shirt or whatever, it’s an identity shift, but it’s like they’re putting on their superman cape. Now they’re a different person, they’re able to accomplish things differently because of this identity shift.” So number one is, I campaign for their attention, number two, I’m giving them an identity shift. And then step three now is when somebody comes into my community, they’re trying to get a result. They’re trying to make money, trying to lose weight, trying to whatever result your business has, plug that in right here. So you’re taking them on this journey of achievement, trying to achieve something. And if you see my little doodle here, there’s this doodle that moves people up the value ladder, you’re trying to get them to achieve something. The problem is that most of the time you’re trying to achieve something, it’s way out there, “I’m trying to lose weight. I’m trying to make money. I’m trying to build a company.” It’s not a very tangible thing, you’re just running towards growth a lot of times. So what we do then is inside of that we try to create these milestone awards to give people ribbons, to give people awards along the path which will help pull them towards a result. So for us it’s the two comma club awards. Two Comma Club, when someone hits a million dollars, that’s the milestone. When they hit Two Comma Club X, that’s ten million, it’s a milestone. Two Comma Club C, what? What’s Two Comma Club C? C is the roman numeral for 100, so it’s the 100 million award. We also have Three Comma Club award that we’re building for somebody who’s going to earn that someday. But we have these milestone awards that pull people to the end of the finish line. So that’s the journey of achievement. And then this comes back to the Hero’s Two Journeys, so many cool things. Also inside the Expert Secrets book, that every hero’s got a journey of achievement, but they also have a journey of transformation. So the second thing that’s your job inside of this future based cause is to give them the journey of transformation. So what are you doing that way? It’s like the social missions. It’s what we do with Village Impact, with OUR, it’s this new Two Heart award that we’re coming out with soon. Anyway, a whole bunch of cool stuff. Anyway, that is the framework that I created. So I took this mass chaos of the chapter, a whole bunch of random things and I built out a framework. I made a doodle to go with the framework and then from there it will actually go through and people can go through now and see to build a future based cause, here’s the structure, here’s what I do, now it’s replicate-able, and they can see it and do it over and over and over again. So I think one of the big things this podcast, and there’s two kind of points to it. One is, diving back into creating your own framework, don’t just teach stuff with a whole bunch of, ‘This is cool and this is cool and this is cool.” Create a framework you can develop and design to make something that’s replicate-able for somebody so they can come back and they can do it. Number two is understanding the future based cause, some of the cool things that tied back to that. So anyway, I’m so excited. I’m so excited for you guys to get these new copies of this book. It’s funny I got people who are messaging me, “I just bought Dotcom Secrets, Expert Secrets!” I’m like, ‘Ugh. Dang it. It’s good, but it’s going to be great.” I’m like, ‘Read it but then read the next one coming out in a couple of months from now. I promise it will be worth it.” It’s so funny. Anyway, well, with that said, I’m going to get back to writing. I got 2 weeks left to write to get this book done. So wish me luck. Also we’re almost sold out of Funnel Hacking Live tickets, if you don’t have your tickets to Funnel Hacking Live yet, you should get there, this year’s event is going to be insane. The lineup’s insane, we announced Tony Robbins is coming back to speak. We got Tom Bilyeu’s the founder of Quest Nutrition, that he sold for a billion dollars, now he runs Impact Theory. We got Ryan Holliday, who’s my favorite author. We got tons of people in our funnel hacking community. We’ve got Prince Ea, who’s about one of the best storytellers I’ve ever met, or ever seen. He’s got videos that have been seen like 2 billion times on Facebook, all based on just amazing storytelling. Anyway, so much good stuff happening and it’s all happening at Funnel Hacking Live in January. So if you don’t have your tickets yet, you should hurry.  We might be sold out by the time you hear this, but if now, we’re going to be sold out soon. So make sure you get your tickets at FunnelHackingLive.com. Alright guys, with that said, I appreciate you all, thanks for hanging out and we will talk to you soon.

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

The framework I use to build frameworks; and create content, courses and products. On this episode Russell gives an amazing run through how to teach with a framework of four simple steps. Here are some of the awesome things in this episode: What it means to teach a framework. What the difference is between strategy and tactic. And why a webinar only has three steps instead of four, and which step you skip. So listen here to find out how to teach effectively. ---Transcript--- What’s up everybody, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today I am on my kids segway driving around in a circle in front of my yard. And it’s a beautiful day and I keep going around in circles thinking about life and things and I thought I got an idea, I’m going to share it with everybody today. So I hope you don’t mind, but with that said I’m going to be talking to you guys about a pattern to help create better content, better courses, better products, and all around make you more prolific and make people stick around to listen to you over and over and over again. So let’s queue up the theme song, I’ll be right back. Alright, so my wife and I had this amazing experience last week to go out to Stacy and Paul’s relationship breakthrough retreat in New Jersey, which is fun because I served my mission for my church in New Jersey, so I lived there for two years, and it’s the first time I’ve really been back since then. So it was kind of fun to go to Jersey. But even more fun to go to an event as an attendee. So I sat there, and their, Stacy and Paul, if you know them, they spoke at Funnel Hacking Live, Stacy was onstage twice there and just someone who we met two years ago, she joined my inner circle and it’s been so much fun watching their growth and I love what they teach and what they do, and I wanted to go and help strengthen my relationship with my wife, my kids, my employees, people around me. And it was amazing. Anyway, that was awesome. I was sitting there watching them teach and it was fun because I know how I teach and everyone’s got different teaching styles, but I was watching some of the similarities, and some things they do the same as me, some things they do different. But one thing that was like the core foundation that they do, that I do, that I think most great teachers do, is that they each have their own framework. So Stacy and Paul will have their framework for what demand a relationship is, and how to break that. And then they have their framework for masculine and feminine and the framework for all these different things. And their course is teaching these different frameworks they kind of created, which is very similar to me. You look at the dotcom secrets book, it’s a whole bunch of different frameworks. Every framework for me has a doodle, because I’m a doodler. So it’s like, here’s the framework, here’s the doodle, and I teach off the doodle. You know, all the books I’ve written are that way, most of the trainings I do it that way, and the courses and all the stuff is usually based off of a framework. And for any of you guys who are creating info products or courses or teaching or anything, I’m curious, do you have your own framework? If not there’s the big sign. You have to have a framework. What’s your unique proprietary way you teach something? So framework can be anything, you know Stacy and Paul it’s usually like, the five step system to blah. And mine is always like, here’s the doodle and let me explain it. And I explain all the different pieces of the doodle until you have this visual picture. And what’s nice when you have a framework is people can then take that framework and it locks into their brain. So for me, if you look at any of the doodles in my books, if you’ve read the books and I’ve explained the framework, you look at that and you’re like, “Oh yeah, that’s the framework. That’s the secret formula. There’s the perfect webinar. There’s the heroes two journeys.” All the different frameworks I teach all for me are doodles. They don’t have to be doodles, but that’s how I do my frameworks, right. So the framework is there. I remember two years ago I was at this mastermind meeting and Brendon Burchard was there, and Brendon was teaching his 7 day launch strategy and he was drawing up on the whiteboard as he’s explaining it, and he keeps coming back to it. And I remember he said something, he said, “Your framework’s your savior. You have your framework, you’re teaching, if you get stuck you look back at your framework like, oh yeah, this is where I left off, this is where I left off.” And it’s interesting for me, I can teach a two minute YouTube video on any of my frameworks, but I can also teach a two hour event, or a two day seminar on any of my frameworks, it’s just how much detail do I go into it. “Here’s the doodle, let me explain it real quick. Boom, you got it. Or let me explain step number one, then let me tell you a story, then we go deeper into the story, and then let me show you examples.” So you can go deeper and deeper and deeper into a framework. So what’s nice, when you have a framework, if someone’s like, “Okay, you’ve got a ten minute presentation, can you do it?” I’m like, “Yes.” Or “hey, I need you to do a two day event on this, can you do it?” “Yes.” The answer is yes both times because I just take the framework and then how deep you elaborate is the only difference.  I learned that actually when I was, I remember, where was I? Oh it was before I went on my mission to New Jersey, I had a teacher and he talked about how do you actually give a talk in church? In my church, the Church of Jesus Christ of Latter Day Saints, the members, there’s no pastor that gets paid to speak, so every single week they pick somebody else from the congregation, “You’re teaching this week on faith or on Christ or whatever.” So you gotta get up, so what he taught is basically the same thing. You make a framework and then the framework is like, here are the 4 things I’m going to talk about, or the 6 things or the 8 things or whatever,  and then you just teach it. And if you’ve got 3 mintues then you just teach it really fast. If you’ve got 30 minutes you fill in stories and examples, but the framework stays the same. So that concept of framework is huge, so that’s the first step here, is having this framework. So the next step that I would look at for you, I was doodling this out the other day, I was like, “How do I teach my frameworks?” And I’m probably doing it right now, and it’s one of those things that you do it for so long it becomes just the habit of how you speak. So I was trying to sit down and reverse engineer it, how do I do it? A lot of this stuff didn’t come for me from reading a book, it came from me standing on stage for the last 15 years teaching concepts over and over again. The first few times, nobody understanding, then getting a little better and a little better. Just the tweaks and the changes that happen as you get better at becoming a teacher. You know what’s funny that reminds me of? I’m not sure if you guys know Rachel Hollis, but she’s awesome. She’s like the biggest social influencer in the world right now, her books are selling like crazy and she’s awesome. I had a chance to hang out with them in Puerto Rico a little while ago, but what’s cool is that Collette and I went and watched their, they have a documentary, I think it’s called Built for More. And in the documentary she showed her, the ten years before she became Rachel Hollis speaking, she’s on front of the stage with note cards, nervously looking at note cards as she’s talking. And you know, now you see her onstage and she’s up there with 75,000 women jumping and screaming and she’s in her zone. But it started with her nervously looking at note cards. For me it was the same thing, it was me awkwardly in my shirt and tie and glasses and my shaved head, standing in front of people trying to get them to understand the concepts, explaining them over and over and over. And figuring out new ways to tell the story, new ways to do it, new ways to do it, until the point where I am now. And I’m not saying I’m the end all, be all. I’m sure I’ll continue to evolve and grow as I keep playing this game, and keep having fun teaching and educating and coaching. But as I was sitting down this weekend during Stacy and Paul’s event, I was trying to think through, “how do I teach concepts?” and I wrote down these things, first step is the framework, here’s the framework of what we’re going to be teaching, like I just explained. And the second step is, I tell a story, what’s the story? And the story is how did I discover this piece of the framework? That’s the initial story. What I see people do, the mistake they make a lot of times, “Step number one is this.” And start teaching it. The problem is if you just teach a concept people are like, “Oh, cool.” And they don’t take the, they don’t value the concept enough yet. So for you, you’ve got to take them on a journey like, “Let me tell you what I had to go through to get this nugget for you. And now he’s telling the story of how I got there. In fact, this podcast, I wasn’t trying to do this consciously, but how did I lead this podcast? I told you guys the story of my mission and of understanding frameworks, I went through the whole journey of how I understood this concept of framework. And by my taking on this journey, of what I had to go through, the pains I had to go through to discover and learn this key, then all the sudden you’re like, “Oh my gosh, now I value the thing that will come next.” So if you don’t tell the origin story of how you learned the thing, people just don’t value it. They’re like, ‘Oh yeah of course. That’s the thing, you need a framework Russell. That makes sense.’ No, you missed it. You heard me say it but you missed it because I didn’t build up the value in the journey I had to go through to discover this before I gave it to you. So I tell this story, build up the value, and now I’m like, boom, here’s this nugget. And the nugget is the framework, the nugget is whatever, whatever your thing is, the first step of your framework. Then the next phase, you move into the strategy. So the strategy, an easy way to remember this, this is the what. So what is it? Okay, let me tell you the what. So I explain the what and try to paint this picture, this is what it is. So I paint this beautiful picture and you’re like, “Oh cool, that is awesome.’ So you have the strategy, the what, you understand this is what it is. Then the third step now is you shift from strategy or the what to this is now the tactical, how do you do it. So I teach the concept of, here’s this thing called a framework, and now you understand, cool, I need a framework, now let me tell you how. And I walk you through the tactical. Step number one, which is holy crap, literally what I’m doing right now. I’m walking you through a four step tactical process. So I tell, ah, this is so cool. This is like a dream inside of a dream, I wasn’t planning on doing this, but this is so cool. So you tell the story of the pain you went through to discover the thing, then you share the what it is, the strategy, then you go into the how, which is the tactical step by step thing, which we’re doing right now. So number three is you telling the tactical step by step, this is how you do it. The difference between strategy and tactic, strategy is what is it, tactical is how do you do it. So I’m telling people how to do it. And then the third and last step then, is to show examples to create belief. So I explained it and like, let me show you guys some example. So for example, Stacy and Paul with their framework, they have this really cool framework that’s called Demand Relationship, which is the core foundation of their entire company. So when they got up they started talking about marriage and relationships and the problem and what’s wrong, and they go through this whole concept called demand relationship, and the problem, they shared that. And everyone’s like, “Oh my gosh, that’s what I’m doing. I have this problem with demand relationship.” And they get it, right. They have that aha and then from their they share the rest of their framework, which is like, this is the opposite of demand relationship, this is how we heal it. So that’s the four step strategy of how you do it. Step number one, tell the origin story about how you discovered the thing. Number two you share the what, the strategy of what it is, number three you show the tactical how-to of how it is, then number four you show examples of other people doing this in real life, so they can see it and be like, “Oh my gosh, this is so cool.” And it makes sense and solidifies it in their mind, they’ve seen other people doing it and now they believe it and they can actually believe that they can do it themselves. It’s funny, if you look at the one funnel away challenge, you know a lot of the, it’s crazy on a macro and micro. If you look at macro level, week number one is belief week, which is me telling the story of how I discovered this stuff. Week number two is the next week, we talk about the how, and then week three we go into the what, which is actually building the funnel. Then week number four… Anyway, it’s crazy. From a macro for four weeks of the one funnel away challenge, goes through this process. Then the micro each of the trainings are the same way. Initially, I do the first training, which we always tell people is the strategy, but really it’s me telling the story about how I figured out the strategy, then I share the strategy, then Julie Stoian comes in with videos showing the tactical, here’s how to do step one, step two, step three. And then Stephen comes into break the beliefs, share the story, share the examples, and push people to the next level. So dang, it works. Anyway, that gets me excited, I’m going to do a whole, I should do a whole training. This could become a whole book. See, now I can take that four step framework I just gave you guys and that could become a book, become a course, become a training, become a webinar, it could become a YouTube video, it could become all those things. One kind of interesting side note, if you look at the perfect webinar, how that framework is scripted. When you do a webinar and you’re selling somebody, you tell the origin stories, that’s step one. You tell the strategy of what they need to do, but you skip the third step, which is here’s how you do it. Whatever you’re selling is typically the third step. Like I remember when I was doing the first perfect webinar event, teaching that concept to everybody, a bunch of people in the room were getting stuck on it. And they were getting stuck like, “Russell you said don’t teach, but you’re teaching here.” And I was like, “You don’t understand, you teach…” I didn’t know how to answer it, and Kaelin Poulin who had been killing it with the perfect webinar, I think she was at that time at $10 million in sales from a perfect webinar, selling like a $150 product. She was like, “No, you don’t understand. On the webinar you teach the what, your product teaches the how.” So your webinar teaches the strategy, your course teaches the how to do it. So that part of the framework is left out, and that’s what drives them because they see, “Oh my gosh, get it, I need a funnel. I need a framework.” I need whatever the thing is, it’s like, “I need to do it. I don’t know how to do it. They need to tell me. I need to give them money to invest in the course to be able to learn how to actually do it.” So I wanted to give that as a framework for a lot of reasons, number one is it’s super useful. Number two, I use it in podcasts, I use it in trainings, I use it in videos, we use it in courses, we use it in so many different places. So for a lot of you guys, the question I get a lot of times is, “Hey, if I’m creating a course, what do I say? What do I teach? Do I just teach it?” It’s like, kind of, but you have to take a step back. Step one, build out your framework. Step two, teach a strategy. Step three, teach a tactical. Step four, show examples to build the belief. If each of your modules in your course has that, that is an amazing course. If each of your chapters in your book have that, that would become an amazing book. If each of the videos you post on youtube have that framework, it will become amazing. It’s just the framework that works. Anyway, I hope that helps you guys. That’s all I got. I’m going to go in and go play with my kids because it’s Saturday, and I think the battery on the little segway is dying now, so I hope this one helps you guys. If you love it and you got something from it, please take a screenshot of this, post it on Facebook, social media, instagram, wherever you post your stuff, tag me, and use #marketingsecrets. I love to see those comments, it’s really fun seeing those pop up in my feeds. And I do read all of them, so if you tag me it’ll show up in my feed and I’ll see it. So this is your time to have an audience with me, for me to listen to exactly what you want me to say. That’s basically the only way people can get through to me nowadays, because I basically shut off all other sources of communication, because there’s too many people trying to communicate with me. So that’s the best way, show up in my feed. And you do that by taking a picture, tagging me, and leaving a comment about what it was you got, the value you got, and I appreciate that. So thanks everybody, with that said, I’ll talk to you all soon. Bye everybody.

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

One of my friends is a new entrepreneur and asked a really good question, so Steve Larsen and I decided to tag team it for you!! On this episode Russell enlists the help of Stephen Larsen to talk to another friend of his about entrepreneurship and what he should be focusing on as he tries to figure out how to make and stick with a product. Here are some insightful things in today’s episode: Why both Russell and Stephen believe Jaime is focusing on the wrong thing as he looks to start a business. How switching his focus from himself to his customers will help him find what he should be selling. And some final advice for finding fulfillment in entrepreneurship.  So listen here as Russell and Stephen tell Jaime (and everyone else) how to best get started as an entrepreneur. ---Transcript--- What’s up, Stephen? I hope you are doing amazing. I had a question/favor for you. So at church the other day, one of my friends, Jaime, he’s a new entrepreneur was asking some questions about entrepreneurship. I asked him to vox me his main questions. And he said to me, they were really cool, he was asking basically some things about as an entrepreneur how do you pick which idea? He’s passionate about a lot of stuff. How do you pick the right idea? And then second off, how do you stick with one and see it through to the end? Anyway, I thought it was a really good question and I was going to respond back to him through voxer and I thought you know what would be more fun, is instead what if me and you tag teamed it back and forth and that way he can hear both different perspectives. And number two, I could take all the audios from our voxer messages and I could upload them as a marketing secrets podcast. That way it doesn’t just help him, it doesn’t just help me or you, but it helps the entire funnel hacker community as a whole. So my question for you is, do you want to tag team this answer with me, and turn this thing into a podcast? If the answer is yes, message me back and let me know yes, and then we gotta queue up the Marketing Secrets theme song, then I’ll send you the message and we’ll start tag teaming it and help Jaime out with his question and hopefully help a bunch of other funnel hackers out there as well. So let me know your thoughts and we’ll go from there. Stephen: Hey sounds good man, sweet idea and looking forward to it. Heck yeah, I’m in. Send over the question. Russell: Alright everybody, this is going to be a once in a lifetime opportunity to hear behind the scenes in live voxer coaching where me and Stephen are going to be tag teaming Jaime, it’s going to be a ton of fun and I’m excited to take you guys behind the scenes. With that said, I’m going to forward you, and let you listen first off to Jaime’s messages to me, and then hear me and Stephen go back and forth, I hope you enjoy it, and I’ll talk to you guys all soon. Jaime: Hey man, I guess I’ll just get right to the chase. I’m just looking for advice on entrepreneurship. My first thing that I’ve been kind of wrestling with a lot lately is that I have a ton of passion and a ton of things that intrigue me and that excite me. And the hardest thing to do has been sit down and pick one thing and stick with it, and to focus completely and solely on that. And yet, I still don’t know exactly what to do or what to pick or where to start. I feel stuck and kind of like paralyzed by all the things that do interest and when I start on one path, I feel like I get stuck and then I don’t continue onward. That in itself is probably the biggest thing that I’m dealing with right now. So I appreciate it, I look forward to hearing from you, and we’ll talk to you soon. Russell: What’s up man? Great to hear from you. Yes, I do know that feeling very, very well. Before I tell you the answer though, explain to me two or three of the businesses you’ve worked on in the past. I just want to hear in your words, because how you explain, that will tell me a lot. Alright, let me know and we’ll go from there. Jaime: Hey man, so the first thing I guess I’ve been working on for a while now, is I have an outdoor clothing brand called ReExplore Apparel and it’s at reexploreapparel.com. I’m super into the outdoors, super into outdoor living, cycling, running, hiking, camping, all that stuff. So I’m also a big fan of North Face, and Patagonia and REI and those kind of brands. So I always wanted to create a clothing brand that kind of catered to that lifestyle. So I started that a little over a year and a half ago. And we got a pretty, we got, our launch was actually pretty decent. We got over a hundred followers on Instagram in one day, which I know isn’t a ton. But I didn’t know how to launch anything at the time. So I have a buddy and I that started that. And it kind of just fell flat. It’s kind of hard to explain. But that’s the first thing, an outdoor clothing brand that I did with a buddy of mine. And then I’ve had several different podcasts over the years, that I’ve created and founded and been on, and I currently have one podcast that the one funnel away challenge inspired. So I’m doing that one. I feel really confident in it, I feel really good about it. So I’m more kind of about that. But I’ve had others in the past. You know, I’ve had three or four that kind of fell through as well. And then the last thing was, I actually had a buddy when I was living in Virginia, we were in college and we worked on a bunch of different business projects together. We had a moving company we worked on in Virginia that did fairly well for a little bit, but it didn’t really take off. And we worked on an internet café thing in Virginia in my little college town near SVU. So just that kind of stuff. I was never really like super passionate about the moving thing, or the internet café, I just wanted to start something and do something, so that’s kind of why we worked on that. So that’s kind of three ideas, or three businesses that I’ve worked on in the past, but I have a million other business ideas, I just don’t know how to like get them off the ground and get them running. I don’t know, I guess that’s kind of the best way to put it. Those are the three things I’ve worked on the most. Stephen: So the first thing I would say about this whole thing is that you gotta realize that the number of opportunities that you have on your plate has nothing with to do with how successful you’re going to be. And it sounds super simple to say that, but there was a time when I had, I mean, I had like a dozen people on a waiting list for funnels and I was like, “I’m so successful.” But nothing was getting done. So the first thing I would tell Jaime on this is that you gotta get good at saying no. And it’s one of the hardest skills of any entrepreneur, it’s super rough to do it. So that’s a skill set I feel like will just always get better and better, but truly I actually think he might be starting at the wrong question. Instead of “what do I sell? What do I sell? What do I sell?” which is kind of the question that I just beat myself up with for probably four or five years, instead of starting with the question of “What do I sell? What do I sell? What do I sell?” and being so product focused, that’s like question number three or four, I feel like. Question number one should be like, “Who do I want to sell?” and I think if he went back and started focusing instead on what his dream customer looks like, it’s really easy to be just solving their problems and they tell you what products they want you to go build for them. And the game gets way easier. One other thing that I’d probably tell him too is that like, the products, a product plan is never complete without your campaign on how you’re going to launch it. So if you’re like, “Hey, I got this idea, I got this idea, I got this idea.” Ideas are great, but ideas are nothing. They’re just like {inaudible}. So I would tell him like, hey you’ve got to sit back and think through not just what your idea is, now that you know what your dream customer is, now that you kind of have more of an idea of what products they want, because you’re not the one who buys the products, so who cares what you think, I think that no product plan is complete without a campaign that launches it. “I have an idea for a product.” That has to include the way you actually bring it to the market. So all these ideas, you’re just making products not how you’re actually going to bring it to the marketplace, and that’s just as an important step as the product itself. Russell: Yes, yes, yes, yes. If you noticed my message back to him initially, my first question I asked him was “Tell me about your businesses and I’ll tell you the answer.” And I wanted to hear how he explained. So Jaime, if you’re listening to this, what’s interesting is when you explained it you talked about yourself, you talked about your ideas, you talked about what you wanted to do and you wanted to create clothing and stuff like that. I was waiting to hear you say, “I’m obsessed with people who like to go camping.” Or “I’m obsessed with…” or “I love….whatever.” It’s the customer part that you missed, that he was talking about. And I think that’s what most entrepreneurs when they first get started do, is they’re looking at what’s the opportunity? What’s the product? What’s the service? What’s the thing I’m going to sell? As opposed to exactly what you just nailed on the head. It’s the opposite. Initial its like “Who am I going to serve? Who gets me pumped?” So you know, he talked about in there, obviously, camping and outdoor clothing and stuff like that. So I think it’s shifting it from selling that type of merchandise to like, “These are the type of people I want to serve, people that ‘this’ is what they do, and ‘this’ is what they do for fun.” And that’s the question, who, not what am I selling. It’s who am I selling? That’s the first thing. Then it’s looking at okay, now that we know who they are, then it’s like where, what’s going to be the easiest way for me to get access to those people? I remember when I was in London I was speaking at an event out in London and afterwards a guy, you know in the presentation I’d shown five or six industries that we’d built funnels in and had made a bunch of money, and he asked me afterwards, “How do you know what market to pick?” And I said, “You know what, most people don’t ever ask me that. They ask me other things but they don’t ever ask me that.” You know what’s interesting, the reason why every funnel I’ve had in the last 8, I don’t know, the last time I had failed funnels, its been a little while right. I’ve had some that have been not as good as others, obviously, but the last one I had that bombed was 7 or 8 years ago, and it’s because that was about the point I realized, I said, “I’m not going to build a funnel until I know where the traffic is first.” So I know that, like let’s just say I love survival stuff. I’d be like, ‘Okay, the survival market, that’s where I want to be at. So where do I get survival traffic?” That’d be the question, where are those ‘who’s’ at? Where can I find them at? I gotta find those people right. So I’d be looking at what email list can I write, what Facebook ad, what are the groups, what are the forums? Trying to find how easy is it going to be for me to get access to those people? We built the Neurocell supplement, I didn’t know anything about Neurocell, other than I knew that people who were going to buy it were Diabetics who had Neuropathy. So my first thing was, kind I find Neuropathy email lists? Can I find Neuropathy forums? Can I find Neuropathy groups? Can I target them on Facebook? What does that all look like? So before I ever even dreamt about how to make the supplement or even name the supplement, I was trying to figure out where are those people. And as soon as I was like, they’re right here, here, here. I was like, we’ll circle them on a map and say, ‘there they are.” Now I’m going to go create a product, and go get access to those people. So the first question is who are they and where are they at? Finding that out first. And then just going into those worlds and becoming obsessed. What else is already being sold to them? So for Neurocell I went to every one of these email lists, all the conservative republican newsletter lists. All of the health newsletters. All the ones that my dream clients were on already, I started subscribing and looking at what were the offers being sent out to them. Jaime, you initially said something, I’m going to forget it right now, but you talked about having a clothing line and stuff like that, and it’s tough because you know, I think a lot of us have dreamed of having a clothing line. And it’s funny now, looking at Clickfunnels, we have 90-something-thousand customers and we’ve tried to launch our swag store like ten times and I still can’t make it profitable.  Maybe that’s my one, my most recently failed funnel, was the swag stuff. We tried so many times, and it’s hard because swag is like, you gotta create it ahead of time, and it’s like, what sizes, you got small, medium, large, and do I do more than large or small? And upfront cost, any kind of physical product, is really, really high. So for me, when I’m going into a market, I’m not going to typically do that as the first pass. My first pass is what’s going to be something that’s easy that I can cut my teeth on? So I’d be looking at okay, let’s say it’s the outdoor/recreational space. What physical products can I be an affiliate for at first? I want to find out what my people are going to buy. So I join four or five affiliate programs of potentially where I might want to sell in the future. Maybe it’s a clothing line, maybe it’s tents, maybe it’s a camper, maybe it’s RVs, maybe it’s whatever that my dream people are going to buy, and I’m going to become an affiliate for those things before I risk any money buying inventory and product. Because that’s just upfront costs you don’t want to eat ahead of time. So it’s figuring it out and saying, “How can I build a list of customers that I can then go and send over there?” So for me, there’s a reason why I’m so obsessed with info products, because info product funnels are the best and easiest and cheapest way to get dream customers in the door. So I might do a summit of, I’m going to find top ten coolest, or I’m going to do an online summit with ten cool camping gurus. I don’t even know if they have camping gurus. They probably do right. One’s going to be someone who’s great at Dutch oven cooking, and one’s going to be someone’s who’s awesome at RVing, and one’s going to be someone’s who’s awesome at whatever. And I’d try to find people who already have a following. Who on YouTube has got the biggest RV channel? Which podcast has got the biggest like, we talk about camping all day, following. I would try to get those people to host those shows, because in a dream world they’d promote it, and worst case scenario I want to get their face on the thing, so I can promote to their people. I would do something like that initially and launch that. Now it’s like, now you’re interviewing these people you look up to anyway, which is going to give you energy and energy is the key that keeps you moving through a project right. You get a project with low energy, that’s what makes this fall out. Start having success, you lose energy, that’s why you move onto the next project, because the energy is not there anymore. So now you’re interviewing people in that market that are the best in the world to light you up and you have fun doing it anyway, and you’re building a list of subscribers in the beginning and they promote it or whatever. And Stephen, I’m going to pass it back to you here in a second about the campaign related to something like that, but use something like that, it gets a big following. And then from there you say, “Okay, I’m going to sell this clothing line over here.” And you promote it to your new customer list. Your clothing line, let’s say you do that and nobody buys clothing, and you’re like, “Huh, my people don’t like clothing. I’m not going to invest in a clothing line.” And then you’re like, “Let’s promote this RV thing over here.” So you promote the RV time share, or whatever. AirBNB RVs, that’s actually a thing. One of my friends built that company and sold it for a crap ton of money. Anyway, I digress. So that could be another one. You go out there and push that out there, and boom you sign up like 12 people and like, oh my gosh, this is the thing. And then maybe you do another one, it’s four or five different promotions as an affiliate, this is where you’re finding out what does your audience actually want? A lot of people think it’s, they’ve got a website, therefore it must be super profitable. That’s not always the case. It’s like, ‘Let’s test things as an affiliate and find out what my audience is buying on,” and then we find out, “okay they’re buying this kind of thing and now I can go deep. I’m going to go and build an RV club.” Or “I’m going to go and build a clothing line.” Or “I’m going to go and sell Dutch ovens because holy crap everyone wants to buy a Dutch oven.” And that’s where you figure out the product you’re going to develop. So that’s kind of some of my initial brain thoughts. I’m going to pass it back to you Stephen because my question for you, especially if someone doesn’t have a list right now, and let’s say they do want to go this route of let’s interview cool people in the market that you dream about going, how would you create the campaign to get that taken off the ground and to blow it up? Stephen: Yeah, I’ll say that that’s one of the biggest misconceptions that I find frequently inside the one funnel away challenge or anywhere. Any new entrepreneur, they always think like, “Hey, I need to go create something that’s completely brand new, something that’s completely prolific, something that no one’s ever seen before.” And it’s just not true. 80% of the security in entrepreneurship comes from selling something that they’re already asking for and already buying something similar to. So you’re not going in being like a me too thing, but it’s neat to see like, “Oh man, I can go in and I can still be creative, I can still have the fun innovations, but based off of what they’re already purchasing.” And then it gets way more secure. As far as campaigns that I like the most, launching something with no list, you and I have each done that several times, and I think one of the biggest things that I like from this side of it is, if I can go in and identify who’s already publishing, this is one of the biggest hacks to the game in my opinion. Let’s say Jaime’s going to go in and let’s say he’s going to sell t-shirts or whatever and it’s going to be around camping, I would go in and do exactly what you said. I would go, there’s two criteria that I would look for that would help me launch when I don’t have a list. And the first would be, number one, who’s big? Who’s already selling and has a giant list of customers? Who’s already actively purchasing from them? And I would make a big list from them, similar to what you just said. The second thing though, is I actually look to see who in there is actually publishing somehow, whether it’s an actual book that they wrote, they’re actively publishing on a podcast or something like that. What I want to do is I want to find somebody who, like I said, number one is big, but also has trained their audience to consume their content. And what’s nice about that is you get all these pre-groomed potential buyers that you didn’t search out. You just go find them. So it’s really easy, just go on iTunes or on YouTube, these other places and just start looking, “Who’s big in camping?” and you start seeing, “Whoa, look how many followers that person has, and that person and that person.” Those are the kinds of people that I go and try to grab. And I know I say it a lot, but honestly what I would do is I would start publishing. I would do the summit like you just said. I would do a seed launch. I would do, someone’s listening they don’t know what those things are, what’s neat is that it does exactly what I’m saying, you just go in and leverage the followings of other people that they spent tons of time and money to create. It takes a lot of momentum to launch something. So what I would go do is go grab the followings of people who are already primed for the pump. You get all the cards stacked in your favor. One of my absolute favorite methods of launching a product when I have no list, I’ve done it twice now, and it’s worked well, and what I did Russell, is I took your perfect webinar script, and then I wrote a webinar, but there’s 5 parts of the webinar that you talk about, so that became 5 episodes of a podcast or a blog or YouTube or whatever channel someone chooses to do. But I said something a little while ago, and I might ruffle some feathers up here a little bit. But it’s true, we’re no longer just in the information age. We’re in the attention age, where the loudest is likely to get paid, and not the person who is just the best. And that’s made some people mad as I’ve said that, but it’s so true. How many amazing products are out there that are sitting on shelves that will never be bought? You’ve got to be able to create some noise and that’s part of the product, it’s not separate from it. So anyway, when I’m creating a launch when I don’t have a list, that is one of my absolute favorite ways to go do it. Hey, let’s go see all the people who are used to listening to someone publish, and who’s already following someone who’s already big and then I’ll just feature that guy on my show, and a huge portion of their audience will come follow me, and I’ll start literally my episodes out being kind of like a tripped out sideways webinar, that actually is your perfect webinar script. So that’s exactly how I like to do it. Russell: Hey man, that’s awesome. Okay, the last thing that I’m going to add for Jaime and then if you have any final thoughts you can add them as well. The last thing I wanted to recommend because he was asking about moving from thing to thing, and what I’ve found with entrepreneur…not entrepreneurship, with anything, energy is what keeps you going. So what normally happens with a business as we get into something, we get excited, we start it and do all this stuff, and then if we don’t start getting some wins really quickly then our energy starts lulling and it gets worse and worse til eventually a month later, or two later, or six months depending on how long your attention span is, most people lose interest and they move onto the next thing. So the biggest thing I say is to keep the interest long and excited is really, its funny because I think entrepreneurs get into business because they want to make money for themselves. That’s the first thing they start looking towards, how to make money for myself. But really quickly, especially after it starts working, you find out almost instantly, that does almost nothing. I remember the first time I made a thousand and then ten thousand, 100 thousand, a million… I kept like, this will be the thing. And then it happened and you’re like, that was not as cool as I thought. And it wasn’t until I shifted from that mentality of “how do I make money?” to “Let me find people that I can serve.” And the difference in making your first million dollars or making, having somebody else have success with whatever it is you’re doing, it’s like night and day. If someone launching their first funnel makes a thousand bucks, that does more for my energy and my excitement than me making an extra million dollars. It’s insane. And I’m saying that in my space, I would say if you look at Kaelin Poulin in the weight loss space, it’s like when she has the women’s success stories of “I lost 30 pounds in the last 2 months following Kaelin’s thing.” That’s what gives you the energy to keep going. So it’s like, the quicker you can get to that the better. So the best way to do that is to start focusing, we’re talking about the customers. Who am I serving? Getting obsessed with going and joining all the people’s email lists that are publishing, listening to the podcasts, listening to the interviewers, listening to all the different stuff, because you’re going to start hearing the pain points over and over and over again, and you start listening to that. And you’re like, “Okay, I can solve that one. I can solve that one.” And you start getting into there, and you solve someone’s problem they come back to you, that’s the fire. That’s it. I tell you what, there is no financial reason for me to keep coming into Clickfunnels every single day. Literally everything I own is completely paid off, money keeps coming in, it’s like I don’t know what to do with this. It gets ridiculous at a point. But every time I get hit up on Facebook or tagged on a thing and it’s like, “Oh my gosh, it finally clicked for me, I’ve been trying this funnel thing for a year and Russell said something in the challenge or the book or whatever that clicked for me, and now I get it. I’m in this thing and boom, here’s my result.’ That’s what gets us to keep publishing and moving and waking up in the morning and coming in and dedicating time and energy and effort, is the stories. So the faster you can get to that the better, because it’s lonely. Entrepreneurship is a lonely, lonely, lonely path. I know Jaime you’ve got great support from your wife, most people don’t even have that. But even with that, it’s a lonely job, especially with the ups and the downs. So the quickest way to start building your own tribe and your own community where you’re serving them, and their wins are what fuels you. And I don’t care if you’re selling physical products, ecommerce, clothing, whatever it is, it doesn’t matter. Build a tribe and the tribe will give you the energy to move forward, because as soon as you shift it from it being about you to it being about them, then you’ll never leave it. I’ll never leave entrepreneurs. If I sold Clickfunnels tomorrow for a billion dollars I’d still be doing events the next day because that’s the juice, that’s what gets me moving and going. So there’s my final thoughts, Jaime. I appreciate you voxing over the questions. Stephen, any final thoughts before we make this thing into a podcast? Stephen: Yeah, you know I think it was actually you that said to me, “Hey, the definition of an entrepreneur is somebody who takes on a problem that they don’t need to take on.” In fact, I remember, I was actually talking with you too about this a few months ago. I was like, “Man, I’m making more than I’ve ever made or seen in my entire life. I’m all excited. This is so cool, so cool, so cool.” And then like a week later, not that long, seriously like 7 days later I was kind of getting depressed. I remember thinking, this is really backwards, this is really weird. And I was like, I must need to throw a bigger party this time. And then you go and you start trying to do these things that you assume having more cash means and find out really quickly that it gets really unfulfilling very quickly. So I think for me, the game entrepreneurship is really, there’s two major things it comes down to feeling a sense of fulfillment. Tony Robbins says that there’s the science of achievement and then the art of fulfillment. For me, the art of fulfillment in entrepreneurship really comes in two ways. One might sound selfish, but you know, Jaime if you’re listening to this, you’re probably seeing this in yourself, just a row of what you might consider failures. When you step back and start thinking to yourself, “How have I grown? How have I developed? How have I changed?” You know, you start realizing that the level of opportunity that your personal capacity can now match is way higher than what it was on your failure number one. Sitting with Russell when I first started with him, you know, me and Russ sitting, the you of right now, you’re totally different than you were like 3 years ago when I first sat down next to you. And you even said several times there’s no way the me of three years ago could handle the clickfunnels of today and what you’ve built now. So there’s a coin that I keep on my desk and when it comes down to the personal fulfillment side, it’s like I almost welcome the crap now that comes with stuff. The obstacle is the way. And every single time anything happens, you start to realize really quickly, holy crap, yesterday’s failure actually qualified me for tomorrows opportunities and success. So from a selfish standpoint, it might seem selfish, but the fulfillment of entrepreneurship has come to me by looking forward, kind of, to some of the garbage. Not that I’m looking to make it happen, it’ll happen on its own. But I’m like, ‘Let’s go launch the next thing. I can’t wait to grow again.” So selfishly the fulfillment has come from the growth, not the money. Second thing though, that has really helped me in the fulfillment side of this, and as you start to see exactly, and I mean Russell you’re saying it’s all about serving the people. When you start thinking, “What should I go sell next? What should I go sell next? What should I go sell next?” Then you start taking the focus from those you serve back to “How can I just make more money?” You’ll find very quickly that it’s just not, I don’t know, it actually won’t serve them as much, probably won’t sell as much, you get a little more antsy, wondering why people are so stuck up they won’t buy your thing. It’s really interesting the way it happens. If you just focus on your cause, is their problem. And entrepreneurship is taking on their problem, which you don’t need to take. And in my mind, this is like, I’ve almost treated this as kind of a sacred path. You know, I believe that the adjustments and changes in the world is going to come from this sector. Not government, not, you know, it’s going to be from those who care who really don’t need to. So welcome to the entrepreneurship brotherhood/sisterhood, the hood I should say. I really enjoyed doing this back and forth, hopefully it’s helpful.

What's going on everybody. This is Coulton Woods and welcome to another episode of Learning From The Experts. And today I actually want to talk to you about a challenge that has been changing a lot of people's lives. I've been watching this very closely and I'm like, I have to publish about that. More people need to know about this challenge that is happening right now. It is changing so many people's lives on making money for the first time on the internet or even making more money with what they already have. Their websites or their sales funnels that they're using online to make even more money with it. So I want to tell you about this challenge today. So here's the deal. I know how frustrating it is as an entrepreneur to waste countless hours sifting through, wanna-be experts who've never actually helped me in the end. Then to learn years later that there was an expert who really could help me a hundred times faster than learning it on my own. I have created this podcast to save you time and money while taking you on a journey with me as I learn from and interview, real experts who can actually help you grow your business. My name is Coulton Woods and you're listening to learning from the experts. Awesome. So before I tell you about the challenge, I want to ask you a question. Have you ever seen the movie, the karate kid? It's like a 1980s movie old school movie. I saw it when I was a kid. A lot. It was awesome. I wonder if you've ever seen it or even heard about it. That's ok if you haven't seen it. You've probably heard about it though. Most people have heard about Mr Miyagi, the wax on wax off guy. But the reason I ask you that is I want to ask you, how much do you think it would cost to get a Mr Miyagi, that would train you on how to make money online for the first time? Like a Mr Miyagi that knows exactly the system, the frameworks, the different things that you need to do, like wax on, wax off, follow me here, follow me there, um, and do this and do that. And you will have the frameworks and the systems that will help you make money online for the first time. Or if you are already making money online, how to better that system, better those things so you can make even more money online. That'd be pretty awesome to have a Mr Miyagi guiding you through the whole process. Um, and the reason I ask that that is because there's this challenge that has been happening like I mentioned earlier where it's practically a Mr Miyagi guiding you through the entire thing. In fact, it's like three Mr Miyagi's guiding you through the entire thing. Now, I don't know about you, but that sounds kind of expensive. Especially getting that kind of attention from an expert, probably pretty expensive. That was my same thought, but listen to this, I'm going to actually, okay, so it's called the one funnel away challenge and it's from clickfunnels. You can go to onefunnelawayoffer.com and check it out. But I want to tell you about the whole offer, the whole thing that you get with this challenge before you come up with a price and everything in your head. So what you get on this challenge. They send you a box and in the box you get a physical copy of the challenge workbook. So it's a 30 day challenge. So you get a workbook that walks you through the 30 days, you get an MP3 player with all of the recordings from the first one that they did, which is like over a hundred hours of recordings. I don't know. It's crazy. And then you get the 30 days hardcover book. Now let me tell you about that book. So Steven Larsen actually wrote a chapter of that book, so did 30 other amazing people, they wrote a chapter in this book. So it's a huge book of 30 different people and they wrote about how they would get started online again or how they would get their money back if they lost everything. They're following, their name, like everything out there and they just had to start over from scratch with the knowledge that they have and a click funnels account and what would you do in 30 days to start making money online again, just having a click funnels account and the knowledge that you have, no following, none of that, no email list, nothing. It's incredible. It's like gold in there. Just if you're looking at finding some tips and tricks of how to really kill it online. This book has got 30 different people's versions of that, like of those tips and tricks that you can check out. And I'm talking some big people too. I mean, even like John Lee Dumas is in there, Peng Joon Peng Joon, Myron Golden, Liz Benny, Dan Henry, Dana Derricks, Akbar Sheikh, there's so many people in there. I think Brandon and Kaelin Poulin are in there too. I'm not 100% sure on that one but yeah, it's huge. It's just crazy. So you get that and then you also get unlimited access to the 30 days interviews. So they interviewed each person that wrote a chapter in this book and you get access to those interviews. Then you also get behind the scenes two comma club interviews, which is crazy value. And then not only that, you get 30 days of video missions from Russell Brunson. So it's a 30 day coaching or 30 day challenge. You get a video each day from Russell walking you through what you need to do that day, like wax on, wax off, what you'd need to do that day. And then you get 30 days of coaching from Steven Larsen and Julie's Stoian in which I think most of those days, they go live, so you can hop on live with them. And then you also get the one funnel away challenge customized kit. So that's like the 30 day plan. It's crazy. If you think through everything that they've given you, everything that they're doing for you, not only what they're giving you, but what they're going to do for you. It's just crazy Insane value. When I first saw that, I was like, okay, this has gotta be thousands of dollars because it's going to help you make thousands of dollars. So that would make sense if it's going to cost thousands of dollars. Right? Well, they added up the value of about $3,126. That sounds about right, but not only that, they took it from the $3,126 down to just $100 bucks. So you can actually join the whole freaking challenge for just a hundred bucks. It's crazy stuff. When I heard $100, I was like, you gotta be kidding me. There's no way. There's no way that they're actually going to give you all of that for 100 bucks. And sure enough, they do. It's freaking crazy. Stephen Larsen goes live like every day and trains you through everything. It's just the amount of gold that you get from this is well worth like thousands and thousands of dollars, but they give it to you for a hundred bucks. I don't even know how they're making any money on it. Anyway, so I just wanted to like, if you guys are struggling to make any kind of money online, if you guys are making some money online or looking to make just even you're first dollar or if you're making, you know, thousands, but you want to up it and see the frameworks that people are using to make even more money than that. You've got to take this challenge. You've got to go through it. It's changed so many people's lives. Just the amount of stories that I see from people where they're like, hey, I made my first thousand dollars this week and it's like week two of the challenge, you know? And then, hey I used this one system and I blew up this part of my business. It's amazing to me to see how many people's lives have changed. And because of that I thought, I have to share that with people. I mean if you go to onefunnelawayoffer.com and check it out, you'll also be able to see all the testimonials and kind of get an idea of what people are saying about it. This guy says "this is the stuff that no one ever taught me." Cause it was like the beginning stuff that no one ever taught, like teaches anyone. Somebody else was like all this "stuff is magic". This person said, "thank you so much guys for providing so much value", which is true. I can't even believe how much value Steven alone gives you and Russell... Like the 30 days of Russell's training that people paid thousands of dollars for the information that he's giving, just on this $100 challenge. And so the guy says "it's a smile of a conqueror and the coaching throughout the Ofa challenge has been the icing on the cake". That's pretty cool actually. And then there's like a hundred testimonials down below, it's crazy how much it is changing people's lives. I went through it guys. It is well worth thousands of dollars. If you're looking at changing your business online or making money for the first time online and you need a Mr Miyagi to help you, like wax on, wax off, do this, do that and follow some frameworks that are proven frameworks to make money online. This is the challenge that you've got to go to and you can check it out at onefunnelawayoffer.com and go from there. And if you guys have any questions about it or anything, feel free to reach out to me. I'm not afraid to give you any more details on it. It's pretty sweet. But if you just, yeah, if you just go to onefunnelawayoffer.com you can see the whole thing right there. And that's all spelled out. So that's just one funnel away offer spelled out .com. So yeah, not spelled out.com but you know what I mean. That's all I got for you today. Are you looking to jumpstart your business by learning or getting help from the real experts? Go to LearningFromTheExperts.com to find preapproved experts that I've handpicked for you. Please don't forget to let me know how I'm doing by subscribing and leaving feedback.  

Funnels – Behind the scenes of what happened at day #2 at Funnel Hacking Live. All the cool presentations, and Russell in an ice bath… On today’s episode Russell recaps day two of Funnel Hacking Live 2019. Here are some of the amazing things you will hear in this episode:: Find out which presentation Russell didn’t feel great about and how Stu McLaren was able to save it. Hear about who the speakers were on day two, and what they spoke about. And find out why Russell took an ice bath at the end of the day, and was able to stay in the water for over 5 minutes. So listen here to find out what you missed on day two of Funnel Hacking Live. ---Transcript--- What’s up everybody, this is Russell. Welcome to day number two of our Funnel Hacking Live recap. I hope you guys are all doing amazing today. And hopefully you guys liked the recap of what happened on the first day of Funnel Hacking Live. Now we’re going to jump into number two after we kick off the theme song. Alright everybody, welcome back. So as you saw, day number one was insane. Most people told me, “We could go home right now, and we got our money’s worth and a whole bunch more.” And I said, “I know, and it’s only the first half a day. Wait until you see what we got in store for all of you guys.” So day number two was Thursday. And it’s funny because I was so tired. I stayed up so late the night before. So much work and effort goes into everything. So my very first presentation, I wanted to do the first presentation to get as many people in the door as possible, that seems to help a lot. So I did one, and it was supposed to be on Traffic Secrets, which is what the new book I’m writing right now. And I did a whole event on Traffic Secrets, as you guys know, and I was really excited for it. The only problem is I started, I think because I prepared so much for the event, in my head I’m like, “Oh this will be really easy to start teaching it.” So I got onstage and the very first thing we did is we made Vince Palko and Ray Kay build a really cool comic book, that kind of joked about how Mark Zuckerberg is Zanos and how he’s going to snap his fingers and half the entrepreneurs traffic will disappear in the world, kind of modeling the Avengers. And we watched that, it was a comic book we gave everyone on their seat, and then we also watched the actual video that we made from it. It was so much fun. So that was the first part of the day, and then I did my presentation on Traffic Secrets. And I gotta tell you, for those who were there, I’m so sorry. I was up for probably 30 minutes teaching this concept and I just got flustered and my notes were out of order and it wasn’t as clear in my head because I hadn’t thought about it. I thought, “Oh, I’ve already taught this, it’ll be really easy to teach.” And it was kind of, I don’t know, I was off my game. That was the one 30 minute window of the whole event where I was angry because I was like, I feel like I dropped the ball. I was like, dang it. And then what was cool, we’re working on this really cool software program to go with Traffic Secrets. So Stu McLaren who is my partner in crime on this project, he came back out and literally saved me from this presentation. So he came and started talking, the energy was high, he just nailed it. He was so much fun. We went through and showed this new software that basically helps you to find your dream 100 and collect their data and watch their ads, and just really get to understand and master the dream 100. And it was cool, we were going to give it to everybody. We were going to sell it, well we kind of played it like we were going to sell it. So we made an offer, I was like, “First you’re going to get this and this and this and this.’ And then I was like, “It’s going to cost you guys just $6000, yay!” And then I wrote, “$6000” on the white board.  And Stu’s like, ‘No, no, no. Let’s do it for cheaper.” He crosses it out and writes, “$1997” I’m like, “Dude, you’re making me look bad at my event.” So I come and cross it out and I’m like, “How about $997” and Stu’s like, “Wait a minute. I got the microphone. What if we do this for free?” And he starts doing like an Oprah moment, you know how she does like, “You get a car, you get a car!” and gives everyone free cars? He does this Oprah moment and he’s like, “You get it free, you get it free!” He runs in the audience and people were laughing and crying, it was so fun. So we actually gave everyone the software, the beta version of the software for free, which if you’re listening to this and you want to get it, it may still be open. If you go to fillyourfunnel.com, you can go and create it. But it’s a really cool chrome plug in that lets you go and start doing, building out your dream 100 which is really fun. So that was the first part of the day, which went really well. Then I got off stage, then we had Natasha Hazlett and Christy Nichol get up. And Natasha kind of pioneered this concept of a challenge funnel, which you guys have seen the one funnel away challenge, which is our main focus right now. I learned that initially from Natasha. So I wanted her to come speak and she was pregnant with twins. Now what’s crazy, is she was about to have the babies. So many fun stories here, but she actually lived in Boise, that’s how I’ve got to know them over the last few years, and then I asked her to speak at Funnel Hacking Live on challenge funnels, and she got all excited and said yes. Then she’s like, “oh, by the way Russell, I’m pregnant with twins.” I’m like, “What?” and I was like, she’s like, “I’m pretty much due the day I’m supposed to be speaking, but I’m going to go.” And she’s like, “I know that God’s hand is in this because I’m literally moving, and we’re moving to Nashville, where the event happens to be.” So she’s like, “I’m going to be in Nashville with my family, and I can come and do it.” So she gets onstage with twins, almost ready to have babies. I kept teasing that she was going to have babies onstage, and it’s funny, last year Rachel Peterson was pregnant onstage and almost gave birth onstage. I don’t know what’s happening, I keep asking these amazing women to speak who I don’t know at the time are pregnant. So I find out later. But what’s crazy is that Natasha actually had the babies like three days later. So it was literally like she was about to have babies. But she killed it, did an amazing job. And then one of her clients that she’s worked with is Christy Nichol, and her nickname is code red. Christy code red Nichol, and code red Nichol got up there and she showed how she did a challenge funnel. And she didn’t know about funnels or anything and she went from living on food stamps to getting the two comma club award by using one of Natasha’s challenge funnels. And then Christy got onstage, and she is insanely motivational. She’s got a big old blue Mohawk, and she’s just so motivational. She got onstage and just told it how it was. Said things to everybody that I wish I could say to them, but I can’t. And it was amazing. And those two just killed it. And it got people so excited about challenge funnels. And then also got them pumped into realizing their excuses don’t matter. And that duo was, turned out, I was nervous having, it’s always hard having two people onstage. I was nervous about it. But man, they choreographed it and just did such a good job, it was amazing. Then after that, then we had Bailey Richards. Bailey is the one who did our 30 Day summit. And she’s doing it for the Bootcamp summer right now. She did a whole presentation on virtual summits. And I’m not going to lie, I think Bailey is an amazing person, but I’d never seen her speak onstage. And she was probably the biggest unknown for me. Everyone else I’d kind of seen present in some format except for her. So I was nervous. And she stepped onstage and she just owned it. And it was, she did such a good job. And it was cool because she’s showing virtual summits, but not only does she talk about what virtual summits were, she showed the numbers in great detail. So all of my analytical people in the audience were freaking out, because she was like, “here are the numbers. Here’s how much, here’s what the offer should be and the price point, the conversion rate…” Just all of the stuff of virtual summits, how they work. And it was amazing. So grateful to have her come and her share all of the behind the scenes of how she runs virtual summits. Like I said, we’d done the 30 days.com virtual summit. We’re doing Affiliate Boot camp right now, and so this, it’s funny because I actually built my business initially doing virtual summits. So it’s kind of a full circle now, having her come and teach these things now, and bringing in a new generation and teaching them how to do summits, which is still one of the ways to build a list quickly. So Bailey did awesome. Then after that, Dean Graziosi came on. And Dean, if you guys know Dean, so when I was back, back in my junk mail days, when I was collecting junk mail, I used to also watch a lot of infomercials. And Dean was on infomercials way back like 20 years ago, and he’s been on TV every day for 20 years, until a couple of years ago. I think he stopped. But he was on TV every single day for decades selling, first it was his first info product that he sold on infomercials. It was called Motor Millions, how to buy cars and flip them. Then he started doing real estate after that. Anyway, I studied him, I used to watch his infomercials like people watch movies and I’d take notes on them, I just loved it. And then I had a chance to meet him a few years ago, and I joined his 100k group, just to get to know him better. And he’s just been a super cool person, and great friend and just someone I have a ton of respect for. So he came, and it’s amazing, all these speakers come for free. They all donate their own time and energy, but he came and it’s funny because he’s got his book, Millionaire Success Habits, and he was selling them not through infomercials. He was selling them through online. And he never had a social following at all. So he started this thing from scratch, but Dean’s just a pusher. He’s like, “I gotta figure this out. I gotta crack the code.” So he eventually sold 100,000 books through Instagram and Facebook and he thought that he’d burned the market out and it was kind of tired. And he’s like, “No, we’ve got to sell more.” And he kept pushing and reinventing himself. Kept creating more videos, more creative, and he got to the point where he sold 200,000. Then 250,00, then 300,000, and right now they just passed 500,000 copies of their books, sold through social media. Which I think made everyone, just oh my gosh, if we just push harder and get better marketing stamina, which is something that Dean said. If you have more marketing stamina, you’ll be able to push through these plateaus and actually sell your stuff. I think most people get tired of their marketing message way before the market does. And Deans proved, 500,000 buyers. They just keep pushing. You can do it. So he kind of showed his model and how he does it. And I remember we, Dean and I, swapped consulting days a little while ago. And the biggest takeaway I got from him when we were there was, he just puts out way more creative ads than we do. More ads than we do. We were doing like 2 new ads a week and he was like, “Oh no, I do 2 a day.” He’s like, “I have my phone and I’m making ads everywhere I go.” The more creative to be able to sell, more ads. So that was kind of cool. Then after Dean got off, I came onstage with him to tell a story about a new project he’s working on. He’s working on a software product, him and Tony Robbins, called Mind Mint. And he’s explaining it to me, I’m like, “That’s really cool. You create masterminds with it.” And he’s like, “Yeah.” And I’m like, “You should buy mastermind.com.” and he’s like, “It’s not for sale.” So I went to mastermind.com and whoever owned it was a two comma club winner. I was like, “Oh my gosh, Dean you have to have this.” So we talked to them initially and they wanted a million bucks for it. I told Dean and he’s like, “I’m not going to pay a million bucks for a domain name. He’s like Mind Mint is fine.” I’m like, “Ugh, but you need this. This should be your thing.” So Dave Woodward on my team, he went over and negotiated with the guys and got it down to, still a lot, like $600,000. I think that’s where it ended up, somewhere in that window. And then I went to Tony and Dean and said, “hey, here’s a gift.” And I gave them mastermind.com as a gift, which was insane. And Dean was like, “This is too cool.” And then him and Tony talked and they ended up giving me, and giving us, Clickfunnels, equity in mastermind.com, which is launching in like a month from now, which is kind of exciting. So mastermind.com is, we announced that from stage and told people what’s happening and told the story behind it, and it’s kind of fun. And how cool is that? I get to be partners with Dean and Tony on a business. I love it. So that was fun. There’s a secret dream 100 strategy for you guys. Buy domains for your dream 100 and give it to them. And depending on how big the dream 100 is, depends on how much you’re going to have to spend for that domain. Anyway, alright so that happened and then everyone went to lunch. Then Ray Higden came up and spoke, and Ray serves the network marketing industry. I’ve known him for probably 7-8 year now, when I spoke with him at the very first network marketing event I ever spoke at. I met Ray and just fell in love with him. Every time I’ve ever heard him speak, there’s something about him. You hear him speak and you just love him, you just want to, he’s an amazing human. And I invited him to come to this mastermind I did last year, called the Pirates Cove Mastermind, I just invited 6 or 7 people to it, and Ray was one of the people I invited to it. And it’s cool, he came to it. And on the flight over he’s like, “I should probably read Russell’s book, because I have never read it.” So he read Expert Secrets on the flight over, and then we started talking and he had this idea for a paid community called rank makers. And he kind of pitched that concept at the mastermind and then he went home and executed on it. And it’s like a $20 a month continuity program, and he talked about how he’s, because Kaelin Poulin spoke last year on how to build a culture, how to build tribe and community. And he wanted to come and speak on how to build a paid tribe, paid culture, paid community. And he showed what he’s done with rank makers. And it’s so fascinating. He’s doing network marketing space, but the model of what he’s doing could work in any industry. And he shared how he did it and how it worked, and the numbers behind it. And it was just so cool to see that. So Ray just crushed it again. Then after that I had Jaime Cross come up because it’s funny, everyone always tells me, “Russell, Expert Secrets is just for people selling physical products, excuse me, info products.” And I’m like, “No, it works for all businesses. You’re missing the point.” And Jaime was at Funnel Hacking Live two years ago, heard me talk about the perfect webinar. She sells soaps and oils and things like that. And instead of doing what most people did, and like, “This doesn’t work for my business.” She said, “how could this work for my business?” So she took the perfect webinar, tried to do it, did like a 90 minute one and it didn’t work. Then she did a 60 minute one, it didn’t work. She kept tweaking it, until eventually she created a version, it was a 5 minute perfect webinar, she launched it and boom it went from where she was at to two comma club in less than 6 months. So I wanted her to come and talk about ecommerce funnels and the perfect webinar. And she did and she killed it, and she crushed it. She shared this 5 minute perfect webinar that her and Jim Edwards built with everybody, and it was so fun to see her on stage. And prove once and for all that this stuff works for all types of businesses, it’s not just info products. You gotta take these principles and these concepts and tweak them for your business. And Jaime was willing to do that, put in the effort to tweak it and her business blew up because of that. And then having her come back and share that with everybody was just one of the coolest parts of the event for me. So cool. Then after that, then my man and partner here at Clickfunnels, John Parkes came up and talked about Traffic. And he likened traffic to the Greek gods and all this kind of thing, it was really cool. And he made it, at first I was watching and I’m like, kind of confused. He’s sharing cats and dogs and all these things and it’s like ah. And he used all the foundation he did with all these stories to build out this really cool thing. Like, oh that’s how retargeting ads can work in a really simple and easy way. It was fun seeing him onstage, as always, which was awesome. Then Ryan, Todd, and me came onstage and talked about Clickfunnels. Talked about Clickfunnels state of the union. We actually called the presentation Becoming a Die Hard Funnel Hacker. And we talked about all the new things we’re working on, the updates, talked about the team, and just kind of showed everybody behind the scenes of what’s happening at Clickfunnels. And then we tried to get everyone to upgrade to Actionetics MD, which half the audience already was that, so they just had to run back and get a free tshirt. And the other half, we convinced most of them to upgrade to Actionetics MD as well, which then they got a really cool shirt that said, “Die Hard Funnel Hacker” on it. It had a bleeding heart on it. And on the back it said, “#Ibleedfunnels” which was really cool. So we got a whole bunch of people to upgrade to Actionetics MD, which is one of the missions of Funnel Hacking Live every year, to get people to understand what we’re doing, and then hopefully to also get them to upgrade to Actionetics MD, which is really cool. Then after that, then we had a round table. So all the Two Comma Club X members, not all of them, but a whole bunch of people who won Two Comma Club got a table, I think we had 20 or 30 people out there, and then everyone had a chance to go and eat free food, hang out in the round tables and ask all the two comma club winners any question they wanted, which was really cool and people loved it, which is awesome. And during that time I actually went to my hotel room and I took an ice bath, which was crazy. So Brendon Burchard, who Brendon spoke twice, and I’ll talk about his presentations here on the next episode, but he told me he’s friends with Usher, and he said Usher taught him this trick that’s like, he’s like, and Brendon does these big, huge, long 3-4 day events where he’s onstage all day everyday for 4 days. And he’s like, “I started doing ice baths at night. I have the hotel deliver a whole bunch of ice to me, and then what happens by day 4 my throat is thrashed, but my body feels the same as it does on day one.” And so I, he told me about that a couple of years ago. So I keep joking with Melanie, my assistant, I’m like, “Hey, we should get ice in the rooms. We should get ice in them.” And then every year I wuss out and I don’t do it. But this time I told her that and she booked ice and I totally forgot about it. So we had done the Clickfunnels state of the union address and Melanie’s like, “Okay, they’re delivering ice to your room right now.” I’m like, “Oh no. I don’t know if I actually really want to do this. That sounds horrible.” So it’s funny, Anthony DeClementi, who is my biohacking buddy, was in the audience. So I text Anthony, I’m like, “Dude, they just delivered ice to my room. I need to do an ice bath. Do you want to come help me? Coach me through it because I’m kind of scared.” And he’s like, “Yes, I’m on.” So we go to my room and fill me tub full of the coldest water possible. They dump in all this tons of ice, they said, I don’t know what the temperature was, it was less than 30 degrees, something crazy. They coached me through it and said, “Okay, you have to get in but the time doesn’t start until your head goes under.” So I had to get in, put my head under and then they started timing. I was like, “Dude, I’m dying.” And Anthony was so funny, he rips his shirt off and he jumps in too. They coach me through it. So we’re both in the tub freezing, and we stayed in for over 5 minutes. And then I had to put my head back under again before the clock stops or something. So I’m sitting there freezing to death, finally I put my head under and then jump out. And he’s like, “When you jump out you have to scream like, AHHH, as loud as you can.” So I jump out screaming as loud as I can. And I think it was close to 6 minutes in the ice, which is crazy. He said most people the first time only do about 2 minutes. So I did good there, but it was painful and it was horrible. But I actually did feel really good the next day. So did ice baths at night and then we passed out. And that was the end of Thursday. So again, another amazing, I remember at the event I was like, “We’ve been here a day and a half at the event, and look what everyone’s gotten so far. It is literally insane.” Anyway, if you don’t have your tickets for next year, every year it’s funny. People always tell me, “Every year I’m like, there’s no way Russell can make it better than last year. And then every year it’s like, how did you do that?” So I got a big plate to fill and a lot of big plans, but the plan is to make this thing better next year than last year. So if you don’t have your tickets yet, go to funnelhackinglive.com because as good as this year was, next year hopefully, if I can do it, if I can deliver, if I can over deliver, will be even better. Thanks you guys so much and I will see you on tomorrow’s episode where I talk about day number three.

Boom, what's going on, everyone? Steve Larsen from Sales Funnel Radio.   I am excited for this episode. Well, to be honest, I'm actually freaked out. This is my 2019 goal.   I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million-dollar business.   The real question is: how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer.   Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels.   My name is Steve Larsen, and welcome to Sales Funnel Radio.   What's up everyone?   Hey, so every single year I do this, and it's the scariest thing I do every single year. This is my fifth year in a row of doing this.   If you wanna see the past goals I've made year by year, you actually can find them on the youtube channel. You go to salesfunnelradio.tv,  and it'll take you to the actual youtube channel. If you want to check it out there - you can see the playlist of my previous years' goals.   Well, every single year I do this. And I remember the first time I ever did this. I was in this place of desperation. I was going into the army. In fact, you can see I have a shaved head. There's almost no fat on my body for some of those videos in there.   I remember sitting back and just thinking, “I'm tired.” guys. I'm tired of not having what I wanna have. I need to start doing things that are more drastic. And that's kind of what I was going through in my head at that time.   So I grabbed my computer, and I literally had traded funnels for the computer I was using. Actually no, not at that time. I don't even know that I really knew what a funnel was when I made that first video.   When I think back about it. I was taking a lot of traffic courses. Yeah, okay, that's what it was! Wait a second, so at the time what was going on, I was probably at business try, let's see, that was around number eight or nine, maybe ten.   I was a traffic driver for Paul Mitchell.  I’d had my first thousand dollar day, and it blew my mind. I was like "Holy Crap!" I was working with another guy at the time, we split the check, but still, $500 in a single day for me, I had never done that. And I was super blown away, guys. That was nuts. Absolutely insane for me.   We were living on a grand a month, basically, I believe. Something like that, anyways. It was hardly any money. And I was tired of it.   We’d been married for three years by that time and I was sick of being poor.   You can actually hear me in the very first thing say that: "I'm tired of being poor. "I'm tired of not having the things I'd like to have. "I'm tired of not having a lifestyle."   And honestly the biggest internal reason? I was tired of feeling like I couldn't provide for my family. I was sick of all of it.   I was like, I need to start doing bigger things. I need to start doing big, drastic things in my life that are the big disruptive activities that literally catapult me to new levels.   So the new goal that I made, the huge big goal that I made that very first video, five years ago, again you can see it, and you can see the progression year by year, which is crazy. I never thought I was starting a thing by doing this. But you can see, the big goal, I wanted to just do an extra thousand dollars a month.   I was like, “If I could just do,” and I didn't know how. I was like , “If I could just do a thousand dollars a month that would radically transform our lives.”   ...I mean, we would eat a little bit better. We would eat more. We could actually eat in general. I was just sick of it. I gotta be honest with you guys.   Looking back on what's happened in the last five years, first of all, is ridiculous. I didn't really figure out the game for the first two years doing these videos.   Then two years ago I was like, “Oh snap, the pattern's everywhere”... and then this last year, I decided to actually test the pattern, and I left my job. Scary, scary, scary stuff.   But when I think about it and the things that have propelled me, I actually wrote this on my window. It says Play Angry. I'm not an angry guy, but when I remember back to what life was like before I started doing this stuff…   I worked my face off, guys. I worked so freaking hard. I know the reason why stuff has happened really well in the last, especially two years. It's 'cause I worked really freakin' hard.   I only took two days for Christmas, and that's not necessarily a badge of honor. I actually wanna change that, and that's part of what I want to talk about for my goal for this upcoming year, but I work hard. I work really hard. I just get after it.   Nine times out of ten, I have no idea what the plan totally is. I'm just taking action. I'm just doing stuff.   So as I look back at the things that have really kept me moving forward, like, “Yes, there's this strategy, that strategy... Remember to do this before that...” That's great, and it's helpful.   But 80% of it is just me remembering the crap that I was going through and what life was like without having known or doing the things that I'm doing now - which sucked. I mean, “Oh my gosh, life was hard.”   ...So I'm excited for this. I'm not gonna lie, I'm actually nervous about this. I hate posting these videos. It's one of the reasons I do it: I hate it. It freaks me out. I don't want to tell you all my goal.   I don't wanna account for every previous year every single January. I hate New Year's resolutions, I think they're stupid. Why am I gonna do that once a year?   At the end of every single month I think through the goal, what I'm doing next month, I make sure that all the things and activities I'm doing are heading me to that target more closely. I'm not doing that once a year, that's stupid. So, anyway, I guess an effort for me to accept a little more of that resolution thing is to do this.   If you guys have never seen me do one of these episodes, or declare my goal publicly - what I do is I account for the last year.   It's not to throw mud in anyone's face. It literally is so you can go back and watch:   Year #1: Here’s Stephen when he had no money and was completely broke.   Year #2:  Still broke. He still hasn’t figured it out.   Year #3: Still broke, but it’s a lot more breakeven.   Year #4: Wow, lotta cash coming. Oh, my gosh.   Year #5: Stephen left his job... Holy smokes, why? What did he learn?   I'm trying to be super freakishly transparent in a way that’s not that popular anymore. It's not me saying, "Woe is me. Look how weak and vulnerable I am." No, no, no, no. Not at all. That’s NOT the point.   I'm trying to do is document everything I'm doing on the way so that you can see my journey.   Being broke was one of the most painful things I've ever been through in my life. And it almost had nothing to do with the money. It had everything to do with my feelings of inability. It wrecked my brain, guys.   It sucked, I don't want to feel like that. That's something that I'm really afraid of. I'm open to talk about that...   So I worked my face off, and after applying a few of these patterns, things really started to work. And then things really started working.   Anyway, so at the beginning of this I always go through and account for last year, and then tell you what my goal is going to be this next year, fiscally.   There's really only two, maybe three goals that I ever set. EVER. Anyway, so I'm gonna go through the fiscal goal for this upcoming year, and then my plan to get it. Which I'm really pumped about.   There's something that I, this episode is a little bit different than the previous ones that I've done where I just kind of say the goal. I want to tell you what I'm trying to do and... there's a gap, guys. There's a hole…   Literally two days ago, I realized that it was starting to appear in me. And I think I know how to fix it, but I'm freaked out about this one area, and I'm gonna solve it. It's just been really challenging.   So anyways, I'm excited about this though…   'Kay, so here it is, okay?   # January 1st, 2018, I left my job. And just to be clear, I had NO team. I had NO additional revenue at all. I had absolutely zero. I didn't have a product. I wasn't running any funnels, I didn't have a script.   Guys, I left with nothing.   I'm actually shocked how much hate mail I got by leaving ClickFunnels. Which is stupid, by the way. That's my choice, no one else's.   But when I left ClickFunnels, the reason I did it was because I had been coaching so many people in the Two Comma Club coaching program at ClickFunnels, that I started seeing these patterns of what was making somebody successful and what wasn't.   There were these holes and these gaps. And I was learning how to do is fill in those holes. Regardless of the product, the price point, or the industry that anyone was in, I was able to go through and figure out, "oh my gosh, this is how you fix it!"   I’d create my own framework and drop it in front of them, and BOOM!   I helped create a lot of millionaires in that program. Literally. A lot of hundred-thousandaires, which is still really good, and tons of people made money for the first time in their life on the internet.   I started getting better and better, and better, and better, better.   I'd already been doing the Two Comma Club coaching program for over a year at least, probably almost a year and a half by the time I left ClickFunnels.   So there were two reasons why I left ClickFunnels:   Number one:  I just knew in my bones I'm an entrepreneur. I just know that, and I'm trying to be more true to myself. I'm trying to find me. And I know that I'm an entrepreneur.   So the longer I stayed at ClickFunnels, regardless of how amazing it is over there and regardless of how dumb it looked for me to leave, and how cushy and amazing and plush and secure that job was... it wasn't me. So I left.   I had to grow some balls and just do it.   So number one, I had to get out of there.   That was one of the hardest decisions I've ever made in my life. Okay, literally. And it still hurts. It’s hard that I only live like three miles away from ClickFunnels, 'Cause I just wanna go in sometimes, and be like "What's up? You all are awesome! Hey, can I just hang out for a bit?"   I tried really hard not to be that kid that just won't leave. You know what I mean?   So I just didn't show up for the first three months. 'Cause I didn't want to be like "What's up guys, how you doing? Hey, remember I said I left, but I'm not leaving. How are ya?  So I left... and really made sure I left.   Number Two: The second reason was that I’d become very confident in the frameworks I was producing. When I was coaching, I knew that if people just did it, they would make money - eventually.   There might be some in-between things that they need to fix, which usually had to do with their personality and NOT my framework. But eventually, it would work.   A lot of good marketers do this, guys. You gotta think about this, right? I started asking myself the question…   I remember this was June 2017, and I started asking myself the question: “What is something huge, like really big, like the biggest thing I can think to have to go through to prove that I know this stuff?”   Straight up, I don't know, what's the word, prowess.  I was trying to, not as a "look at me," but it was to prove to myself and others that I wasn't just building funnels in the corner.   I knew there was more. I knew there was more. And I knew that my frameworks worked. So I started asking myself the question: “What's something that's so big that it would be hard for people to not notice me?” You know what I mean?   Again, it's not like an out of a "look at me!" mentality. But it represented so much - because of all the crap I had gone through. And all the stuff that had gone on in my life up until that point.   I was like, “I need a crucible.”There needs to be this big event. What's the craziest thing I could fathom going through to prove to myself that I could do it? Almost like going full circle and healing parts of me that weren't healed about what I had gone through. You know what I mean?   ...And then especially, “How can I prove to myself that what I am teaching?” I know it works!   If I go to the gym and I'm like "Hey, I wanna lose weight," I will never hire someone who's overweight, right? I don't want to be a hypocrite and be the guy who's teaching stuff that he hasn't done…   And that really got in my head, and it started giving me a complex. I knew that what I was teaching worked because I was seeing other people do it. But I hadn't done it. And to me that's freaking blasphemy. It's like, it's so stupid.   I'm never gonna hire somebody who's broke to teach me how to make money...   I follow the principle of the guy who has the biggest cheese. Sausage number one man. Right, who's the guy, who's the lady, who's the person out there who has done it so much, right, and they can teach it so well because they are speaking from experience?   I wanted to be that kind of person. I wanted to prove that my frameworks work.   So I thought to myself, "Self, what if you left your job with no assets, no income, no funnel?”  Like, this is freaking extreme! I know it is. And I'm not recommending that anybody do that.   For me, and where I was, that was the right answer.  I was like "That's insane." And I went back and forth for a few months like, "Are you kidding? That's stupid, dude! Why would you do that? You're gonna leave?" And like, “Yeah, but it's the ultimate, it does work."   How do I know?   Because I jumped out of a moving airplane with no parachute and built it on the way down.   Again, scary, risky, risky like crazy. That's risky.   And so anyways, I'm super proud. I obviously wish I had made more this year. Who doesn't wish that? But I'm really proud that it worked. And that I knew the frameworks and the models and the formulas to make the game work so well that I could do that.   And again, not like a beat on the chest, “Look how great I am!” But you see what I'm saying?   It was really important for me to prove to myself that I could do that, and for whatever reason, me and my personal development and growth needed that.   So anyways, what I'm gonna do really fast is I wanna walk through what happened last year,  what I'm gonna do next year, and how I'm gonna do it.   ...And then there's something that's kind of freaking me out a little bit and I'm trying to figure out how to solve it. And I think I have the answer but I'm not quite sure.   Anyways, let me pull in my whiteboard here. My trusty whiteboard. Okay, check this out. Here it is. Let me just make sure there's no glare. Let me look over here at the camera. Alright…   So last year from January 1st to December 29th at 9pm mountain time... (I held off a little bit to record this episode 'cause I was trying to flet December end out)... I did $850,000. Well, $850,353, and 87 cents - which is cool.   Last year, if you watched the video for 2018's goal, I was like "I'm gonna go make a million bucks." And like, I saw that and I was like, “Crap!” You know. I was like, “Yeah! No!” Like, “Yes! No!” Superbad. I was like, “NO!” … because of THAT.   So I'm super stoked, I did 850 grand out of the gate:   No team No funnel No product No system   The only thing I had been doing was publishing = big lesson in that.   I had done 100 episodes of Sales Funnel Radio at the exact date that I left ClickFunnels, I believe. The show hadn't even done 100,000 downloads when I left ClickFunnels; we're now at 250,000 downloads of Sales Funnel Radio. Last I checked, but it's growing by almost 2,000 a day now. Which is awesome. So that's cool, right? That's me accounting, being totally open and really vulnerable.   When I left ClickFunnels, I followed my own formula and made 200 grand really fast out of the gate. And then, I got freaked out, guys.   January and February what happened was, there was a lot of cash that came in. And I’d built funnels for revenue, but I hadn't built systems for a business. So I was the business. And it was hell, I'm not gonna lie, guys. It was so nuts.   March came around, which was Funnel Hacking Live, and I turned off pretty much every revenue stream because I was like, "Shut it down, shut it down! I need to go set up this stuff.  I gotta go put these things together.”   So I started putting together all these systems and all this stuff like, support. And then Coulton moved down. And I started putting all these people together because I couldn't handle the speed that the revenue was coming in.   I couldn't fulfill fast enough which is scary because the people were like "Oh, it's a scam!" And “It's not a scam, I just can't keep up.”   Trey Lewellen went through a similar thing when he sold that many flashlights. You know what I mean? Crazy, crazy, crazy.   So I slowed everything down…  and a lot of March and April was a lot of more biz building which was exciting, but it freaked me out, guys. I was trying to keep it cool but man, I was so scared because there wasn't a lot of revenue coming in.   At the beginning where it was like 40, 50, 60 grand a month, somewhere like that, it was like like 10, 15 grand, and I was like "We're gonna die in a gutter. Maybe this was a stupid mistake!" You know, "What have I done?"   So, I was so scared, but I knew the process and I just kept true to it and kept blocking out the noise. And when I turned everything back on, we were back up to 50 grand, 70 grand, and then, five months in a row of hundred, hundred, hundred.  I was like, “Holy Crap!”   Last month in December we didn't hit the hundred. It's funny man, people go on holidays and everything just kind of shut down. It was totally a slow season, I didn't know that. But I'm so stoked though.   And then what also happened, is we were pulling in so much money there that again, I had to stop things and slow things down.   A lot of December for me has been business building and systems building. So I've been building these things that’ll make it so that I can move faster in 2019.   So here's the sting, guys. Here's the sting…   I did 850 grand, collected. Check this out. Man, I was so pissed off when I saw this.   I was just quickly running through my accounts receivable,and we're getting another big chunk of cash again either today or tomorrow. Okay.   Check this out:   Collected = $850,000. To Collect, (meaning the business is there, we're just collecting it still) = $156,000   Man, that's a million dollars!   That's six grand over a million bucks. No, no, no no no!   I was so mad when I saw that. I ran downstairs to my wife and I was like "Look,  that + that  = that’s over a million! What! Like why didn’t I set up more systems?”   Anyway, it was super cool, BUT like, a massive slap in the face.   When I tell you guys the market will always tell you what to do - it just did! I was like "No!" The market's saying: “Stephen, you don't have the systems in place yet to collect enough of the money upfront in some areas of things that you provide.”   There's some really high-end stuff that I go and I do. I just get so excited about doing the thing I didn't have everything set up  - which is stupid.   ...but how would I have known unless I looked. Unless I listened to the market. Unless I was willing to fail... you know what I mean?   So was it a failure? “No, but Yeah.”   By the numbers, yeah. Was it really? No.   Did I do something really risky? Yeah. Did it work? Barely. You know what I mean?   So I'm excited guys, I can't describe to you the feeling of accomplishment that I have with this.   If you guys have been following me at all, I mean there's been many, many moments where, I'm not gonna lie, a little man-tear happened, okay. It flexed on the way out so it's still manly, it's cool.   ...But there was a little bit of a tear there and I was like "Man, you're crazy, Stephen. In fact, you killed Stephen. You're Steve now." A lot of you guys are asking me what you can call me; you can call me, whatever....   But anyway, this journey, this year has been of insane growth in many areas. I've learned:   What did work   What didn't work   Where I should tweak stuff   Where I need to go next   I know what to go build next.   ...And I know, because of pain. I couldn't have foreseen some of the things that I need to go fix, which is why I needed to leave ClickFunnels. You see what I'm saying?   I would NOT have known, "Hey look, when you move into this area watch out for this and this and that."   I wanna be the ultimate litmus test for what I'm teaching people.   So, risky? Totally. oh my gosh, yeah, yeah. Not that risky though, because of what I do and what I did. Don't compare yourself to me if you're like "I'm NOT willing to leave my job."  Yeah, then don't. I'm not telling you to, okay? But what I'm so stoked about was, “That would've been a million dollars. No! Dang it!”   ...Because I, technically, have two businesses, I didn't get a Two Comma Club award this year for my stuff, but both of them, we got the stuff to make 'em work really well, you know? It's freaking close.   Anyway, so I'm being open with you guys about what happened, and what didn't.   I’m trying to be the ultimate guinea pig on a lot of the stuff and test guru's material out.   And Russell Brunson's is the closest material that I've ever found where it's like ready out of the box, you know? It's not that way for other guru's stuff.   I want to be long-term. I want to have the reputation like that for my material. Not like, "Yeah, when you go to that person's stuff, it's great and it's really helpful, but you still need X, Y, and Z to actually use it."   I don't want that. I don't want that. That's why I made OfferMind and I made that event because it was me going through and showing the framework.   I have a very framework, systems-focused brain. And I love going in and pulling those things out and showing:   Look, this is how I did it   This is when it worked   This is when it didn't work.   ...and being that kind of person.   So anyways, going forward, my goal for next year - which is scaring the crap out of me. Which solves half my problem I'm gonna get to in just a moment here. My goal for next year, though?   If you watch the pattern, a lot of what I've done for these goals is the first year was $1,000 a month. Then it was $3,000 a month. Then I think is was $5,000 and then $10,000.   This last year was a million bucks - which is $82,000 a month.   This year, though…   Man, I'm telling you guys, I don't totally know all of the path on how to get there, but I see enough of it that I think it's gonna work. It’s scaring me to death. Ready? Here we go. You can see that, right? Yeah, okay. Four million dollars.   I've tripled the goal almost every time.   And that's where I've gone from one to three, you know. Then this to that. Four million, though, that's the goal! Gosh dang it, that's really freaky to say to you guys.   I know the systems that are gonna be in place. I gotta have more of them. A lot of what I need to set up in order to actually make that happen.   I gotta have a better phone sales system. I'm noticing that that's a big issue of mine. I don't have that many closers. And there's not much of a system and a script set up for that stuff.   This year for me has been a lot about the methodology I use and I teach that you need to enter into and design a new ocean with a single product.   Once the idea has been proven then you go and you can develop all the things inside of the value ladder to go explode it and expand it and actually plant your stake there.   Okay, so for this year…   I’ve  accidentally kind of become the category king in two different categories. One of them was purposeful; the other was completely accidental.   The business I lead with, my major, major passion, is Offer Creation. Just since OfferMind, collectively, those who attended, they've made hundreds and hundreds of thousands of dollars. A lot of money.   I know this stuff works.   It's NOT one person is just killing it, that's a lot of people. And a lot of people who have never made money ever.   I continually get a lot of people that are like, "Man, I made my first 10 grand ever. 10, 30, 30, 30!" And I'm like, "Yeah! What's up?”   Pretty sure you guys made more money collectively than I did - which is awesome and I've very proud about that, actually.   I made more money doing the thing than teaching the thing. That's also very important to me as well. I focused on that a lot of this year.   So what I'm pumped about, you guys, is that I have gone in and I've developed these two businesses.   I have a front end business and I have a back end business:   #1: I teach offers, and I help people create their offers. I build off a lot of 'em, and a lot of people are in need for that. That's one of the major missing loops I was seeing in what I was coaching in the Two Comma Club coaching program.   And so I was like, “I'm gonna go be the offer guy.” And because of Russell Brunson and Myron Golden and Alex Charfen, and a lot of guys that I was being super vulnerable and open with…   They were like "Stephen, dude, you geek out about offers more than anybody we've ever seen in our entire life; go be that guy. There isn't a guy for that. Go be that guy."  I was like, sweet. So I'm the offer guy.   I've proved out the idea into that market.   How did I do that? By OfferMind.   Now that I've got that, I have a product up here. There's actually gonna be a second one up at the top. And then there's a whole bunch of cool front ends.   So on top of all these, proving the idea in front of the market, that's a lot of what this year was about. It's not so much about cashing out. It was about me proving out the systems and the things that I was teaching -  that they work.   If you look at Alex Hormozi, Brandon and Kaelin Poulin. If you look at, a lot of those people that blew up and made 10 million really quick, it's because the year prior, they actually went in and proved out their systems. And then scaled hard with a sales closer team and a phone team, which is what I'm gonna do.   A lot more sales positions, a lot more money up front scenarios, so I don't have this happen again.   The very one at the bottom says: An Assistant. I don't even have an assistant. It's literally two of us that are full time. I have two content teams  and now, we're building an internal funnel-building team. Which is really exciting.   For me to increase my speed, I cannot be the only one building my funnels anymore.   So anyways, guys whatwhat I'm trying to say when I'm teaching you guys right here is like, there's a lot of entrepreneurs that fail at this part of it. This is where they die.   They will remain the solopreneur; they cannot build the team.   They don't know how to scale, they don't know how to put the systems in place. I am excited to crack that code. I will will win at it, and I'm really, really pumped about that.   Now the thing that's freaking me out, just so you guys know: major growth in my life has come from scenarios that I don't know how to solve but walk forward anyway.   I didn't know how to build a funnel the first time I told someone I'd build one. Was it lying? No, because I knew it was possible, and I knew I'd figure it out. So I youtubed like crazy, you guys.   I remember the first time I asked ClickFunnel support how to change background color inside the editor. Okay, seriously, you guys are way further ahead than I was when I started, okay?   I got to the Funnel Hacking Live event the first time with no money. I had to bootstrap my way there. That's a crazy move. That's a big bold move.   I created the original Two Comma Coaching Program and ran the FHAT Event, which is crazy. A lot of successful people came from that event. For me to say yes to that was a scary thing.   I had to replace Russell Brunson on stage for three straight days, That freaked the crap out of me. Yeah, I was excited but I was scared to be totally honest with you.   Leaving my job! WHAT? Okay, that's nuts.   And so what I've noticed is that I suck at willingly manifesting personal growth. I'm not good at it. Almost no one really is. 'Cause when we start feeling pain the natural inclination and all of our justifications say "Back off, Stephen, why you gonna feel that pain?"   What propels me forward, and what I've been trying to figure out is what the next absolutely freaky goal is? What’s the experience?   I have a hard time willing those kind of experiences into my life, anyone does.   Like, basic training. Man, I couldn't get out of that. Right, I couldn't get out of, and I did those things for that reason.   I did door to door sales because it scared the crap out of me, and I knew I'd learn like crazy in the middle of that environment.   I'm trying to find the next environment. You see what I'm saying?   My  goal is four million dollars. I know I'm gonna hit that. It's a goal, it's scary 'cause I've never hit it, but I know I'm going to. I know that this next year I'll probably have at least three Two Comma Club Awards.   ...cause I got a lot of products that are in the hopper and they're all gonna tie together and reference each other, it's gonna be awesome.   BUT the thing that I'm trying to figure out is: How can I architect freaky big things and environments I can't get out of? And I don't know how else to do that except for a big goal that feels freaky to me that I've never done before.   And is it bigger than other people's? No. Some peoples are bigger than mine, I totally get that. But I'm on a journey and a comparison of me versus me. And to me, that scares the crap out of me.   I gotta build crap I've never built. I gotta build stuff I've never done. And I gotta push forward that way.   Anyways, what I'm saying is, the thing that I'm trying to figure out... Guys, this sounds so opposite. Completely opposite than what a rational individual would do.   I did not have an option when I left ClickFunnels, other than to make money work through funnels - because my back was against the wall, and I knew that. And that's one of the reasons I was doing it.   I could learn at a really slow pace by studying others, which is good to do for a while. I could learn at a really slow pace by consuming tons of content, which is really good to do for a while, until you're trying to figure out what you want to do   BUT, then, I don't know another way except burning the boats.I voluntarily try to find ways to put my back against the wall and cut all options out.   For the last five, six years there's been a lot of scenarios like that. Bam, bam, bam.   I'm 30 years old, I don't want there to be too much comfort in what I do. My goal could freak me out, but I know I'm gonna hit it. I know I'm gonna hit it. So, what can I orchestrate in my life to make it where I don't have an option but to move forward?   ...And that's the thing I've been trying to solve and it's really been freaking me out. I don't know how to solve that right yet. Because I don't wanna get comfy.   I'm not saying I'm not gonna go experience and have fun times doing a few things, you know what I mean? I'm gonna enjoy life, and I am a happy guy, but when it comes to personal growth and business and moving forward, frankly, I want to be big. And I know that…   Hopefully you guys know what you want? Don't be apologetic about it.   ...But how can I orchestrate the next ridiculous scenario in my life where I don't have an option? Where I will figure it out, out of desperation.   Which sounds crazy. Almost a masochist, I promise I'm not. But you see what I'm saying?   I have never learned more about myself than in those scenarios. I've never learned to love me more than in those scenarios. I've never learned to fill in the blanks faster, with more aggression, applied aggression, good aggression, right, than in those scenarios.   So like, man, I left the job, right? And everyone talks about that, and okay, done.   I'm trying to figure out what the next freaky thing is? And I can't.   I think there's a combination of some physical aspect, so I've been saying like, “Man, sometime I'm gonna try and choke out Russell Brunson in jiu jitsu.” Which is freaking scary 'cause that dude's like, all-American killer. That's cool, but my back's not against the wall.   There's no scenario yet where my back's against the wall. My back's not against the wall yet for this years goal, which freaks me out.   Most entrepreneurs just glide into the night when they hit some kind of a phase like this and I don't wanna be that way.   That's the real thing. That actually freaks me out more than the four million. I know how to hit that. I know the processes and the systems. I know exactly what I'm building. I'm almost done with my high-ticket thing that I've been building and putting together, and it's so awesome and there's nothing like it, and it comes from this perspective that has been very unique for me - because not many people do the stupid move I did by leaving my job.   Which is ultimately awesome, but you know what I mean?   Anyway, I'm really pumped about it, but I know I'm gonna hit that goal. I know exactly what my products are gonna be in my value ladder. I've got people building that stuff for me now.   My internal funnel-building team that I dream-lined out; I've already approached them, and they already said yes. Now I'm just gonna run through the process of it.   I'm gonna treat it just like I do my content team, so I'm gonna babysit it the first few funnel-builds to really document the system, and then keep moving forward. You know what I mean?   But like besides that, where's my next level of:  "Oh crap Stephen, can you do this” coming from? And that, my friends, has been one of the greatest accellerents to anything that I've done ever.   So I'm really pumped about it, but also scared to death 'cause I don't actually know the answers yet. I'll figure it out, and I'm gonna keep looking for it. It's exciting, exciting stuff. So anyways guys, that's my goal. I collected $850,000   I still have $156,000 too collect   I'm gonna do four million this next year.   Honestly ,I feel like I'll do four million this next year running at the pace that I am, but anyway. I know I think at least we'll do three; four is the stretch. Which again, freaks me out, but I see where to go for it. I'm pumped about it.   Watch how I'm launching my stuff moving forward to watch how I'm doing that. It's a balance between what I'm doing publicly and behind the scenes in my actual company. It's this next piece, though: How can I orchestrate a little bit more fear for me personally?   To be freaked out for the sake of: let's put your back against the wall and see what you're made of, Larsen? You know what I mean?   Anyway, so I'm psyched about this, guys. Thanks so much for sticking with me. It's a little bit of a longer episode, but I just want you to know that's my goal.   I challenge each one of you guys to post your goal publicly.   It’ll freak you out; it usually scares people. And a lot of the audience that is following you, that you might not even know about, even if you don't feel like you have a following, someone's watching you, they'll follow up with you. A lot of you guys did with me. They were like, "Stephen, you gotta hit the goal, man!" I'm like "I know, and I think I'm going to!" And I thought I was, and then I didn't freaking collect on some of it - “Dang it. Dang it man! Gosh!”   Anyway, whatever…   Thanks for following the journey. Appreciate it.   Again:   I challenge all of you guys to go in and post your goal, whether on the comments of this post or somewhere, but get open and real with what you want. Get unapologetic about it, and move forward. Because no one wants what you want more than you do. Stop waiting for permission.   Alright guys, see you later, bye!   Aw, yeah!  Hey, obviously a funnel's already dead if you can't even get anyone to opt in, right?   So I spent four hours teaching an audience how to get high opt-ins; when they work, when they don't work. If you want access to that members area where you can watch those replays, just go to freeoptincourse.com to create your free members account now.  

…and how I’m going to dominate 2019 On today’s episode Russell explains what his five biggest takeaways from 2018 were and why. Here is a list of the five takeaways he talks about in this episode: Food as fuel The power of challenge funnels Transitioning from all-star to coach Understanding the difference between strategic thinkers, managers, and doers. And creating different front ends for your company that aren’t you. Listen here to find out why these are Russell’s biggest takeaways from 2018. ---Transcript--- Hey, what’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. I’m so excited to have you here, in fact, today I’m going to be going over all the biggest lessons I learned during 2018, as I’m getting prepared for world domination in 2019. Hey everyone, I’ve been wanting to do this podcast for a while. In fact, I think my brother, who edits these podcasts, is about to kill me because I keep telling him I’m going to record this, I’m going to record it, I’m going to record it, and I haven’t and I haven’t. I was going to record it during Christmas break and then during New Year’s and now New Year’s is over and tomorrow I’m going on the Two Comma Club X cruise and I still haven’t recorded it. I was like, okay, I’m doing this. And I think the reason why is because I don’t, there’s so many amazing things. This year was insane. It’s still hard for me to fathom everything that happened over the last 12 months. Last year we ended the year really, really good. We went from, let me think about it, Clickfunnels year one we did….well, first year was like 3 months so whatever, a million bucks or whatever it was. But the first full year was 10 million, the second one was 30 million. The third year was 70 something million and this year we passed over a hundred million, which is crazy. It’s insane I didn’t think that was even possible. But it did and there’s so many things you learn at scale when things get bigger. The positive things at scale are way better, and the negative things are way worse. There’s just so much stuff and so many things I want to cover and talk about and I was like, how do I break this into a bunch of things? So I kind of broke them down into 1, 2, 3, 4, 5 different things. They weren’t the full, you know, everything I learned from the year, but I think some really powerful things that were good that I want to share that I think will help you guys. So that is kind of the goal and the game plan. Some of these things are personal, some are business, some are management, some are long term strategic thinking, and there’s a bunch of different things in between. So with that said I’m going to jump right into this. So number one, the first thing that I think was really, really big this year was shifting a lot of how, what’s the best way to say it, it has to do with health but it’s not being healthy. It wasn’t like I was eating different to get a six pack, some day I still want one, but that wasn’t the reason why, it wasn’t eating healthy to look good. It was like eating healthy because I needed to put better fuel in my body. I realized that I’m competing against entrepreneurs at all different levels. I’m competing against companies that get hundreds of millions of dollars in funding and I’m competing against people who have a team of 2000 employees working with them. I’m competing against people that have 30 different people with MBA’s working for…That’s what I’m competing against. So it’s like how do I compete against these people? I can’t do it based on more schooling or more money, I have to do it based on more energy. The output that I’m able to put into the work that I’m doing, and my team and everything, I had a big realization that I needed to change the fuel that I’m putting into my body. It’s interesting now, I’m going to share this with you guys, and some of you guys are going to think that I’m completely ridiculous, and I probably am because I want to put perspective because I know a lot of times people say, “I can’t eat healthy because it’s too expensive.” And I think that’s, for most of you guys, it’s one of those things like eating healthier, will actually in most situations, if you’re an entrepreneur and you’re building a business, it should make you more money. And it should be one of the number one focuses. So I started shifting the way I ate and what I was eating. It kind of started because I was listening to a podcast with Tony Robbins and Tim Ferris I believe, and Tim was asking Tony, “What’s your morning routine? What do you eat?” And it was so funny because Tony was like, “For breakfast I have salmon. For lunch I have salmon. For dinner I have salmon.” And he’s like, “You have salmon 3 meals a day.” And Tony’s like, “Yeah, it’s not food for me, it’s fuel.” And the negative side of that is Tony ended up getting mercury poisoning from too much salmon, so that’s not necessarily the right thing. But the statement he made, “It’s just fuel for me, it’s not food, it’s just fuel. I’m just eating to have the fuel for the energy I need to be able to produce what I gotta produce today.” And that had an impact on me. I heard that and I was like, oh my gosh. Look at some of this crap I eat. It’s not good for me. And I still don’t eat amazing all the time. That’s why I don’t have my six pack yet. That’s why I still got my love handles. We’re going on the Two Comma Club X cruise tomorrow and I’m like, dangit, I was going to have a six pack by now but I don’t. Not even close. But I realize that I’m using food for fuel, so the way I eat is different now. In the mornings I wake up and it’s like, what’s the fuel I need right now? So for me it’s a lot of water. Alex Charfen drilled that in my head. I drink a ton of water, I hyper hydrate in the morning. And then I look at the supplements I take. I’m a big believer in ketones. And not that I’m on a ketogenic diet, but I think there’s fuel in ketones. So I always do Prove It supplements every single morning, and every single night. I love their ketones supplements and not because I’m biased. They built a company, I had a little piece in it, but Brian Underwood and the team over there, they built an amazing company. They became the category king in ketosis, so their supplements are second to none. They, I know behind the scenes of the science and what they’ve been doing. And they’re on I think the fourth version of the ketone salts. Everyone else, if you’re buying this stuff, ketone salts on the market, they’re using salts from generation one or generation two, and these guys are already to number four. What they have is so much superior and it’s good. So even if you’re not on a ketosis diet, taking ketones is good. It’s fuel for your brain, it makes you feel good, and it tastes like candy, so that helps. And number two, I found this other ketone drink it’s called HVMN and it’s expensive, they’re $30 bucks a shot. In fact, I’m about to take one when I get off this podcast. They’re $30 a shot and you take this thing and I feel, it’s fuel, it dumps into your body and it’s amazing. It’s ketone esters, but it’s $30 per shot. The Prove It things are like $5 a shot, so between just those two things, I’m at $35 in fuel first thing in the morning along with my water. And then the next thing I have, I’ve been lifting heavy as well, so because of that I need more proteins than I normally do in my life. So I’m trying to get more proteins in, and I’m allergic to whey protein, so if I put whey protein fuel into my body I literally swell up. I get tired, it does all sorts of bad things for me. So what I do is I do a bag of bone broth with it. And the bone broth is not cheap either, it’s $30 a bag for this bone broth that I drink. So it’s like by lunch time I’m at 30,60, $65 just between the ketones and the bone broth, but that’s fuel I’m putting into my body. And then with the supplements, I’m probably close to a hundred bucks a day in fuel supplements I’m putting into my body. And it has meant the world of difference, my energy level, my excitement, my ability to produce is better when I have better fuel in my body. So that was kind of the first thing. And I know most of you guys are not going to be able to spend $100 a day on fuel for your body like I am. But I would recommend this year to start thinking about that. Food is fuel. And there’s time that food’s not fuel. There’s times when I go out with my wife and food I’m eating is not for fuel, it’s for a social thing. And I know that hey, we’re going out for sushi, this is not fuel, this is social hour so I’m going to have whatever I want, as much as I want, I’m just going to pig out, because I don’t need to be on right now, I just need to socially eat, and that’s what I’m doing and I’m going to enjoy the process. So I’m not the hardcore weight loss guy who’s like, I’m never going to eat healthy. It’s like I know when to be healthy. And if I do want to eat junk, I eat it at night before I go to bed, that way I can pass out and let my body figure out how to digest all that crap and get it out of me so I have energy again for the next day. But during the day I’m eating healthy all the time to make sure I’ve got the energy to be able to accomplish all I’m doing. So that was kind of the first thing this year, that big aha from Tony Robbins, which was this is just my fuel. This is not food, this is my fuel. And looking at it from that lens shifted how I started looking at stuff, and shifted how I was investing. If I was, I think Charfen said, if you had a million dollar race horse, what would you feed it? You wouldn’t feed it McDonalds and fast food, you’d feed it the best food you can. It’s like you are the race horse for your company, you should be doing the same thing. And when Tony said, “Food is fuel.” I was like, okay that’s it. What am I fueling my body with? So throughout the day I fuel it good. And I wish I was perfect, because again, I wouldn’t eat garbage at night or on weekends or whatever, but I’m not there yet. Maybe this year will be the year that that happens. And then next Two Comma Club X cruise I’ll have a six pack. But until then, I’m looking at food as fuel. So there’s number one. Alright number two, we’ve done a lot of funnels. Tons of funnels. Millions of funnels. Not really millions, but you may know that I’m slightly obsessed with them. And every time I see a new funnel type I try it out, we test it, we try a bunch of stuff. And I think I have a new favorite type of funnel and we re-launched it yesterday. So if you go to onefunnelaway.com you’ll see our one funnel away challenge. I am obsessed with challenges. Earlier this year, Natasha Hazlett who is going to be speaking at Funnel Hacking Live, she wrote a book and she started selling it through a traditional book funnel and it did okay, but it didn’t really crush it. And so she decided to change that from a book funnel into this challenge funnel. She kind of made it up and said, “Oh I’m going to have my book and it’s going to go with the challenge. People pay $47 for the challenge they get the book for free, and I take them through this live challenge experience.” And she did it and the first one crushed it. She did over six figures in sales. And she messaged me, she’s like, “Russell, I cracked the code. We’ve never had something hit like this before.” And she ended up doing 4 or 5 more challenges throughout the year, and she just barely passed Two Comma Club, and it was amazing. So she’s speaking at Funnel Hacking Live about challenges, but then she did challenges with some of her clients, her students, and other people and showed a bunch of other people. And everyone who’s doing these challenges is killing it. Then I saw Garrett White pops up with his challenge. And if you go to thekingskid.com you see his challenge, and it was like a four week challenge as well. So I funnel hacked him, bought his challenge, went through the process. And I called Garret up, I was like, “Dude, give me all your info, give me the intell.” And I picked his brain on how he’s doing his, and what he saw, and the pro’s and the con’s. And then I talked to Natasha, I talked to other people and I was like, this is the future. It’s forced consumption content. The biggest problem most of us have with our clients is not that the stuff we’re teaching isn’t good. The biggest problem is they don’t ever actually go through the stuff. How many of you guys have bought a course and then it sits on a shelf and you never read it or you never go through. Or you bought the member’s area and “Someday I’m going to login.” But you never do. Or you bought the book and it’s sitting there, right. The challenges force you to consume this stuff. So we launched our very first challenge, and it was a thirty day challenge, and we had 7500 people sign up for this challenge. And what’s amazing is that every single day it’s like, they would get a video from me, talking about strategy, videos from Julie walking through tactics of how to apply that strategy, and then Steven Larsen would get on live and motivate them and push them and yell at them and get them to do the thing. And it happened every single day. And after 30 days all the content disappeared and it was gone forever. And you either took advantage of it or you didn’t and that was it. And what was amazing is because everyone knew it was disappearing, because it was going away, because it’s like, if you don’t use it, you lose. It forced people to wake up and actually do the task and do the things. And holy crap, the weirdest thing happens. When somebody actually does what you say, they actually have success. So the challenge is the best way to get the result for your end customer. I think every business should have a challenge. So if you look at me over the next 12 months, you will notice that we have onefunnelaway.com as the front end challenge, but then it will also become the backend of every front end funnel we have. All our books, all our things, everything goes, leads into the one funnel away challenge. And they go through this challenge, we have a chance to actually affect them, actually give them the result they want. When they have the result, then they stick and they do more and more with you. Natasha was telling me on hers, the last day of her challenge she does a webinar where she sells her course and 80% of the people who complete the challenge buy the course. I think it’s like 25% of all people who sign up for the challenge buy the course. 80% of those who complete the course, 80% of the people who are taking action every single day end up buying the thing at the end. Garret White sells a $500 a month continuity at the end of his challenge and he was getting like 25% of the men who signed up to join the $500 a month continuity. It’s one of the best ascension vehicles in the world. So like I said, I think challenges are huge. I think it’s the future, I think every business should be having one. I know for us, that was kind of, of all the funnels we rolled out last year, that was the one that was the most shockingly surprising to me, and I was like, oh man, this is something we’ve got to focus on. Which is why, January 2nd, the one funnel away challenge launched officially again, and day one we had like 900 people sign up. And I think we got 2, I think it’s a little less than 2 weeks before the challenge actually starts and we’ll probably end up with another 5 or 6 thousand people who signed up. And we’re going to run it every other month throughout the whole year, and it’ll be the fuel that changes people’s live and gives them the fuel to want to ascend with us as a company. So challenges are number two. So number one thing from the year was food is fuel and focusing on the fuel I put in my body, and number two is running contests. Alright, number three. I did a whole podcast episode on this a little while ago, but it was the big aha I had after going on this retreat with a bunch of really smart dudes. And the big aha I had was that, I had been an all star in business and I had been writing copy and designing funnels and doing all these things, and I’d been trying to build this team. But the problem was, as an all star, I wasn’t a good team player. I was like, my team would try to do something and I’d be like, “Ah, you messed up.” And I’d rip it out of their hands and I’d just go dunk the ball myself and try to get all the credit about how great it was, right. And it was realizing that if I wanted to grow, I can’t go from a hundred million to a billion by me being a better all star. I don’t care how good you are. Michael Jordan, there’s only one Michael Jordan and you can’t get better, you stop growing at a certain point. And the only way to continue to grow is to shift from being an all star to being a coach. And that has been a really interesting transition for me. It hasn’t been as easy as I thought. But it’s been really rewarding, really fulfilling. In fact, just our internal agency when they had, in the last quarter of the year they had two funnels do over a million dollars, so we gave all the people on our team a two comma club award because they were the ones that executed on it. I gave some initial vision and strategy but they went in and actually did it. And I think for, you know one of the biggest things this year for us was just really focusing more on building our team and training our team and less of me doing the thing, and me stepping back and not doing the thing, but coaching the people who are doing it. And it’s hard, it’s different, it’s definitely a different skill set, but super, super important. I think for all of you guys, because you grow from yourself to a team, to wherever. If you’re a start up and you want to grow to a million, from a million to ten, ten to a hundred, it really has to come back to you learning how to become a coach. You being an all star, you can’t get past a certain level. And I got pretty dang far, we got, who knows-70-80 million dollars a year in sales with me trying to be the all star. But as we shifted to this concept of coaching our team and having them all be all stars, that’s when the growth started hitting again. And I’m looking at that right now inside the development team with Todd and Ryan, they’ve done such a good job of not just coding everything, they’ve built this team, and these processes in place, and they’ve become amazing coaches for these people. And now things move faster than they used to because of that. So the transitioning from all star to coach was another big one for me this year. So number one, the fuel we put in our body. Number two, the contest funnels. Number three, transition from all star to coach. Alright, number four. As I was doing this whole process of coaching people, and it’s funny because I have become mildly obsessed with personality profiling. The test I love, 16 personalities, which is a version of Meyer Briggs, I love. I love all these different things and I’ve been obsessed with them and learning them all. But this one, maybe this is a test, I don’t know. But it was kind of a realization I had as I was working with people on my team. And now that I understand it I’m like, oh my gosh. I look at things through a different lens. But I realized there’s like 3 tiers of how people work. There’s nothing bad about any of them, they’re just different. And I think before I thought things were bad because I thought one way and someone else thought a different way. I was like, ugh, they’re bad. They’re not doing a good job. But that’s not the case, there’s just a different skill set. So the three levels, and I’ll kind of map these out for you, the first one is there are people who strategically figure stuff out. They sit down, here’s the strategy of how it works and you can see this vision of how these things work and how they connect. They see the patterns and like, here’s the strategy behind how something works. So that’s one type of person. The second type of person is someone who’s a manager right. They are able to take this strategic vision and they can plug people in and they can manage those people to go and do the actual thing, they’re really good at the management of the process, the management of the people and the kind of plugging in the systems and doing that kind of stuff. And then the third tier is the people who actually do the work, the doers who actually go out there and they go and implement the thing. And again, I think for a long time in my life I was like, oh well strategic thinkers are the most important part. Or, the managers are the most. Or maybe the doers. Or whatever, it’s like all of them are so vitally important. And if you’re struggling right now in your business, my guess is that you’re probably missing one of those. You may be a great strategic person, you have this vision of where you want to go, but you suck at managing people and you’re not a doer, so you’re floundering. Or you’re a doer and you’re like, if someone gives me a task, I will do it. I will crush any task. But it’s like, it’s just me doing it, and it’s not a whole bunch of people because I’m not good at managing, and I don’t really know what to do unless someone tells me what to do, and visa versa. So it’s understanding, for a team to be effective you have to have all those. You know, we spent a lot of time this year working on org charts. And it was interesting, as we built org charts, there’s this flow. It looks like a big pyramid scheme. Here’s CEO and then it moves down to this level and this level. I used to always, I don’t, I always kind of hated it. What’s the guy on the bottom going to think, they’re clear down here, this branch of this tree? And it’s like, oh no. It doesn’t matter what part of the tree you are, the whole org chart is essential for the success of the company. There’s got to be people at the top of this thing who are strategic thinkers and a lot of times they make more money. Not all the time, but there’s a lot of value in strategic thinking right. And then underneath the strategic thinkers, then you have this layer of managers that are managing people, and then down below there’s these doers that are doing the actual work. And what’s interesting, I see a lot of times where we would have someone in our team who is a really good doer, they’re an amazing programmer, or amazing whatever. And we’re like, “Oh man, this guy is so amazing let’s move them up the org chart. Let’s make them a manager.” And all the sudden we put this person who’s like a rock star doer and we make them a manager and it’s like, they were so successful as a doer, but they suck as a manager, they don’t have management skills. Or we bring them up and say, “Hey, what do you think about this, strategically thinking?” And they’re like, “I don’t know.” And all the sudden they fail because we put them in a role where they’re supposed to be strategically thinking. And it’s like, no, you’re not supposed to be strategically thinking. You’re a doer and you’re supposed to go out there and actually do the thing.  And I think, I look at our org chart now and there’s people who are doers who make more than the people who are managing them right. And that’s okay, because sometimes there’s a doer who’s insanely good at this thing and they should make more than their manager. I think in my head I always had this org chart where as you go down everyone gets paid less and less, and it’s not necessarily that way. It’s understanding the value of the role, what they’re doing is what they should be paid, but a doer can get paid more than a strategic thinker, it’s just a different level. I think for me, really understanding that, it’s like okay, there’s strategic people and there’s management people and there’s doer people. Understand those are the three different personality types and skill sets and all are essential to you being successful. So what I would encourage all of you to do today is sit back and be like, okay which one of those am I? Am I a strategic thinker? Can I sit down in front of a white board and map out a vision of this is what we’re going to do, and this is what it’s going to look like? And if you’re not, that’s okay. Don’t feel bad, but you need to get a strategic thinker on your team. You need to partner with somebody who is going to be that strategic thinker. The next question is okay, am I a manager? Do I love managing people and processes and plugging things in place and making sure everything is working together? Because if not, I’m not super…I’ve become adapted, I’m able to do that, but I don’t love that, it’s not my favorite thing. I should not be spending my time there. I need to find people who are really good at management. There’s this process I was trying to manage over the last 3 or 4 months and I just, it never got done because I’m not that good at management. And I just handed it off to somebody and it’ll probably be done in like an hour now, because that person, that’s their skill set. They’re amazing at managing and then doing. As my role in the company, in my dream job I’d just be a funnel builder. I’d be doing it all day long, that’s my favorite part of it. Unfortunately for me and the company, I’m more valuable as a strategic thinker, but I love doing it too, right. So there’s people on my team that just do it all day long. They write copy or they get to build funnels, or they get to do the design. I always tell them how jealous, I wish I could just be a doer, just doing the thing that you’re amazing at. That’s the thing for me, that I would love to do. In fact, my second, after, someday if we ever sell Clickfunnels, I’m going to come back and work for Clickfunnels and just be a funnel builder. That would be my dream. None of this stress of owning a company, and all the fun of just building the funnels. That’d be amazing. So just to understand that, there’s strategic thinkers, there’s managers, and there’s doers, and being okay with, first off figuring out who you are and second off, surrounding yourself with the other types of people because they are all essential for you to be successful. That was another big aha I had as I was going through this coaching phase and building the teams out. People I was super frustrated with until I realized, oh, they’re not a strategic thinker. Why do I keep giving this person strategic thinking opportunities, they’re an amazing manager. Let me get someone strategic to figure this out, build out the strategic vision, hand it to the manager and then they will run with it and make it amazing. But being upset at the manager because they’re not strategic thinking is wrong. I was in the wrong there, right. Or visa versa, you get the strategic thinker who is dreaming up all the ideas and we’re like, “Okay, go manage that, make it happen.” And they’re like, “I don’t know how to manage.” And then we’re angry at them. Like no, that’s what they are. It’s a super power, each of these are super powers. Understand that and coordinate people in the right spot and get your strategic thinkers to cast the vision, the managers to set up the processes, and then the doers to go and execute on the work. And when all three are working in synergy, that’s when you get magic happening. So number one, we talked about food as fuel. Number two, contest funnels. Number three, transition from all start to coach. Number four, understanding the difference between strategic thinkers, managers, and doers and how they all fit in your organization. And then the number five thing that was my last biggest takeaway for this year is, as we’re growing Clickfunnels, I feel bad, how many of you guys when you open up Facebook or Instagram all you see is my face 8000 times a day? I’m so sorry for that. But for a long time I’ve been the attractive character of Clickfunnels, therefore my face is out there, all those things. So it’s like, that’s what’s out there. It’s like eventually it gets so saturated that you can’t keep going with your one face, your one brand, your one thing. A million dollars is easy to keep pushing and getting your face out there. At a hundred million it’s like, man, we’re spending millions of dollars a month on my face, there’s only so many people in this world, it gets insane. So I was like, how do I do this? And also, let’s say we did want to sell Clickfunnels someday, or let’s say I wanted to retire or whatever, if my face is on the front of everything, it’s not a very good asset for somebody else to buy. So this year we started having this idea like, what are the other front ends we can create for Clickfunnels that aren’t Russell Brunson’s face? So that was the question, that was kind of the concept. And you will notice over the next 12 months inside our company, all the new things that are happening. We tested a couple, like one of them we had Kaelin Poulin, who just had her baby yesterday, by the way, she did a webinar, she did kind of my funnel hacks webinar but she did her version of it. And that’s done amazingly well, it’s sold great. It’s like people are hearing Kaelin’s story and they come to Clickfunnels and they don’t even know who I am, which is fantastic. So that’s one example. Some of them I can’t, I can’t tell details about them yet. But we are in the process right now, we signed letters of intent of acquiring a really large company, and the sole reason why we’re doing that is it gives me the ability to create dozens and dozens of front ends that aren’t Russell. They aren’t my face. They will lead people to Clickfunnels , but they aren’t my face, which is essential. So you guys will find out probably the end of quarter one, maybe early quarter two about that acquisition as long as it goes through. It should, and I’ll talk more about it and the strategy behind it because it’s so exciting. But I just, it’s like, we have a letter of intent signed but the deal’s not inked, so I gotta wait on that one. Another partnership I’m doing, again all the deals and partners and things I’m doing right now are all about like how can this be a front end that doesn’t require Russell Brunson’s face? So for you, I want you trying to think of the same thing. What are other front ends you can create for your business that aren’t always you focused. Are they a success story? Most of our ads that we’re developing now, we’re capturing success stories of our users. Our users are becoming the face of Clickfunnels. Our users are becoming the front ends. It’s not just Russell, not just his books, not just his things. The users are the ads. And we’re getting influencers making funny videos with influencers as the ads. We’re creating new software programs that aren’t just built into Clickfunnels because we’re building these tools externally where we can sell to bring people on the back end of Clickfunnels. So we’re building all the funnels and front end things that aren’t me, because if you see 22 Russell ads in a row, you’re likelihood of buying goes down with every single ad, because either you bought or you’re really annoyed with me. But if you see an ad from me, and then you see an ad from Tony Robbins and you see an ad from these other things that aren’t related, but they all push back to the same core thing, there’s magic there. So you’ll see this next year will be the year of a lot of funnels for our team. We’re building our agency, really, really large, but we’re doing it with a goal and a focus of it’s not Russell funnels. Actually I will give you a couple of examples to get the wheels in your head spinning. For example, Grant Cardone, we went and built a book funnel for him with the first 10x book. We flew on his plane and filmed the whole funnel there. So if you look at that book funnel, if you go and you buy the book through it, on the thank you page, basically it pushes people to Clickfunnels. So now we can target Grant and his audience, his people. He pays the ad dollars to sell his book, and the thank you page sells Clickfunnels and then we send a percentage of the affiliate commissions back to him. So it’s win/win where we’re able to help him drive traffic and sell a lot of books, which then in turn sells Clickfunnels. We’re trying to do the same deal with Robert Kiyosaki and potentially other people as well. Where it’s like, we’re helping them on the front end funnels and then in exchange we get customers on the back end. How many deals are there like that? That you can create where it’s like, I’m not necessarily the front, I’m able to leverage all these other people. So now in your newsfeed you’ll see Russell’s face selling my book, but you’ll see Tony Robbins book, you’ll see Grant Cardone’s book, you’ll see who elses book, you’ll see those things and you’ll buy them and it’s like on the backend, you’re introduced to Clickfunnels. Now it’s like, I can acquire a lot more customers, a lot of different type of customers through that process. Anyway, there’s kind of a vague way to explain it. You will see, that is my strategic vision for the year, and you’ll see it coming true over the next 12 months. And next year, when we’re doing the same podcast you’ll be like, ‘Oh, that’s what he’s talking about. So cool. I see how it all fits together.” Alright so those are the five biggest things, as I was going through my list today, just thinking of the biggest takeaways from the year, I think it’ll help you guys. So number one is I’m looking at food as fuel. How are you fueling your body, and knowing that right now Russell spends $100 a day on supplements to fuel his body, what can you do different. Maybe you don’t eat cereal for breakfast, maybe you eat cereal for dinner when you’re ready to go to bed, but man, you eat eggs for breakfast, or you eat ketones for breakfast, or you skip breakfast all together to keep your energy high. So fuel is number one. Number two is the power of challenge funnels and contest funnels. If you want to see ours in action go to onefunnelaway.com, but this is now the core front end to all our businesses. All of our books and everything will lead to this and this leads and sends people up our value ladder. Number three, my personal role of transitioning from the all star on my team to transitioning to a coach. I think for all you guys, the faster you can make that transition from all star to coach, the faster you can grow and start scaling your companies. Number four is understanding the different types of thinkers. There’s the strategic thinkers, the managers and the doers. And understanding that all three of these roles are essential for success in your company. And you gotta figure out who you are and surround yourself with the others. And then number five, creating different front ends for your company that aren’t just you. So there you go. There’s five big things for my year. My guess is most of you guys listening to this, only one or two of those things will actually resonate with you right now. That’s totally cool. Some of you guys aren’t in the spot where you have one front end working, let alone a whole bunch of front ends. So don’t even worry about that now. But some of you guys, you’re tired and you try to get stuff done and you can’t focus and it’s like man, the fuel you’re putting in your body is destroying your ability to compete. So it’s like fixing your fuel as your biggest thing. Or maybe it’s like, maybe I have a funnel but it’s not going that way, maybe I make a contest funnel in the front end. Each of the other guys, I hope there’s something you can pick from it that will benefit you specifically. And then maybe check out this podcast again in a year from now and then some of the other ones will pop out for you. But anyway, hopefully that helps you guys. Appreciate you all, thanks for listening. And with that said, I will talk to you guys again very, very soon. Bye everybody.

Let's be honest, there is a reason why the majority of the world thinks that meeting sucked. They are disorganized, difficult to get through, and often feel like they don't have a point. Sitting through a bad meeting is torturous. It's time of your life that you will never get back. There is however a different way to hold meetings. When you create a structure, and then get real, raw, and vulnerable and tell your team what is really going on, it will create momentum like you never thought possible. Sometimes the results are so shocking, even the entrepreneur running the meeting can't believe how incredible it is. When you hear the reactions from Brandon and Kaelin Poulin, the founders of Lady Boss, you may not believe that they are this excited about a meeting with their team.

The fastest way to knock off 12-18 months of your company’s growth in less than 7 days. On today’s episode Russell talks about having Brandon and Kaelin Poulin trade consulting with him, and how that turned into a CEO swap. Here are some of the amazing things to look forward to in this episode: Find out why swapping consulting turned into swapping CEO’s and how it’s beneficial for both companies. Find out why a CEO swap could actually work for your business as well. And hear how the CEO swap made it possible to quickly implement things that would have taken months to implement without it. So listen here to find out how a CEO swap could be beneficial for your business. ---Transcript--- Hey everybody, this is Russell Brunson. Welcome to the Marketing Secrets podcast. Today we’re going to be talking about the CEO swap. Alright everybody, so it’s a beautiful Sunday, I’m walking home from church today by myself. It’s kind of a long walk so I thought, what better could I possibly do than to jump on and hang out with you guys for a few minutes, so I hope that’s okay. Anyway, this last week was kind of cool. I think I told you guys before that Brandon and Kaelin from Lady Boss, and I decided to do a swapping consulting days, right. So what I wanted to work with them on, they’ve done a really good job structuring their company, their meetings, their employees, just their whole everything. They learned a lot of it initially from Alex Charfin and then they went and as Brandon typically does, went and perfected and added to the system, made a bunch of stuff and then has been beating on it for the last year and really fine tuning the process. It’s amazing what they’re doing. What I found out is that they only have like 5 funnels and they don’t do any new funnels, and they want to go cold traffic, they want to do funnels, so I was going to swap consulting, I was going to walk them through what I would do in the funnel stuff. So it was cool, so Thursday, we spent the whole day going through all our stuff, and I’m not going to lie, this is the part of business that I don’t love. If anyone is wondering how Clickfunnels has grown so big, it’s two reasons. Number one, actually three reasons, number one, we have an amazing product, number two, we have an insane team who is super talented, and super passionate, and love what we do, and number three, we’re really good at marketing and selling stuff. So we’ve done that in spite of our flaws, and that’s how we’ve grown to over a hundred million dollars a year in sales. But the down side, we’ve never been good at the business structuring and planning and meeting, all those kind of things we just haven’t been as good at. Mostly because as the CEO or leader or whatever you want to call it, the head dancing monkey, I don’t necessarily like those things or I’m not good at them, and because of that the whole culture doesn’t have them. So it’s just been a lacking thing. So as Brandon was going through it all, at first I’m getting really excited, then I’m getting all depressed and stressed because I’m like, “I would rather die than do all those things he’s telling me to do. I know they’re essential, but I’d rather just go sell something else.” So I’m kind of feeling the pressure and the stress. First I felt like a little bit of hope, followed by despair I guess is probably the best word. You mean I have to stop building funnels for like two months to get this thing to work? Anyway, fast forward to the next day. So Friday we come in and we start going into funnels, I start geeking out, I start freaking out and jumping around and having so much fun. And I feel like Brandon was feeling something similar, like, “Man, how am I going to get my team to understand all this? I get it conceptually, but how do I get them to do it?” Anyway, so we’re going forward on our consulting/swapping days, and then it’s probably like 3:00 in the afternoon, almost as a joke I was like, “You know what we should do? We should just do a CEO swap, where you become the CEO of Clickfunnels for a week, I become the CEO of Lady Boss for a week, and then we just switch roles, implement all this crap, then we’ll switch back?” And then we’re like, “Wait, what if we actually switched roles for a week…” and then we started going crazy about it, and I was just like, “Wait, that means you could come in and literally just do all this stuff for me, all t he stuff that you love to do anyway, and build it in, build the structure, run the meetings, all that stuff, until we have the process in, and I could just go and work with my funnel builders and build an amazing funnel, which is all we really want to do. And at the end of it, you end up with the funnel done, I end up with the structure and the meeting all done, and we both end up a million times better.” So instead of just swapping ideas and consulting, swapping our super powers. So we called it the CEO swap. So Brandon and Kaelin they bumped out their flight a little later, yesterday was Saturday, we went in and worked, I was there until 2:00 last night working on their funnels, they were there with my entire team working on other stuff, and it’s insane how much we got done in such a short period of time. Where literally for me to implement this process we’re going through, probably conservatively would have taken me from now to the end of the year, and it would have not been fun, it would have been a lot of pain. Now it’s like, it’s going to be, by this time next week it will be completely done, implemented and installed and running. And their funnel should be done, completely ready and handed off for them to start driving traffic to, which is the coolest thing. So I’m telling this because, you guys should do SEO swaps, not SEO, CEO, CEO swaps. Find somebody who has the opposite of your super power. Let’s say you have a company and you built it off Facebook ads and you’re killing it, find another company who’s killing it and they’ve done everything on SEO. Swap, CEO swap with them, or whatever. Or marketing department swap with them, or whatever, and figure out the other side of it. OR maybe you’re someone who’s gotta a call center that’s crushing it and another guys got a VSL that’s crushing it, swap. “Hey come build out my call center, I’ll come build out your VSL.” Boom, swap skills and now you just duplicated your super powers inside another person’s business. So powerful. So consulting days, first off, are awesome. You should be doing that anyway. But if you want to go to the next level, do a consulting day and then if it’s like, this is good, let’s do a CEO swap. Boom, then go deeper and if you have half the experience that we’re having right now, it’ll be amazing. Anyway, I just wanted to share that with you guys because I think a lot of times we get too caught up in how to do the thing, and the biggest problem with the how is you have to learn how to do the how. I did an episode here probably three or four months ago where it talked about, it’s the “who”, not the “how.” What I learned from Dan Sullivan, and his biggest thing if you listened to that podcast, the biggest problem with entrepreneurs, we see our vision, what we want to accomplish. We start moving towards it, but as soon as we get stuck in “how do I do something?” Then we instantly…if it’s not our super power, if we don’t know how to do it, then we will start procrastinating because we don’t know how to do it. And his goal in how to get out of the procrastination, is not to go learn the how, it’s to go find who already knows the how and get that who to do the thing for you. So sometimes we’re consulting, and it’s like, that’s awesome, but that’s not my super power. It’s like, cool, who’s the who that can implement it? So you find the rockstar who can implement it for you, or find a person who can coach you on how to do it, who’s done it a million times, have them actually implement it for you, and you’re going to pay them or swap them. Again, the swapping idea is super cool because if Brandon was to pay me to build a funnel for him like this, I wouldn’t even consider doing it for I don’t know, probably at least 500 grand or so for me to like stop the opportunity costs to go and focus on it. And now he’s going to have it done and completed within the week, and for him to stop his whole business to come set up my whole structure, meetings, order chart, score cards, all this insanely annoying, boring part of business stuff that we have to do that we’re not doing, how would it charge him, he’d probably charge me half a million bucks to do it. So it’s not realistic for most people to pay half a million bucks for a funnel, or to pay half a million bucks for someone to set up your meetings, but in this situation, we both value the other person’s super power, so we just swapped. Anyway, I hope that gets you guys pumped as you start looking at that, look at the other businesses around you, look at your friends, look at your colleagues, look at peers, look at all that kind of stuff who have what you want and do a CEO swap and swap for a day or a week or whatever you need to do. I remember Rand Fishkin, he used to be the owner of moz.com, which was SEO Moz before that, he used to write a book called Lost and Founder, which if you read that book, you will realize that I’m completely right about taking Venture Capitol money, so there’s a story for another day. But the books really good. One of the things he talked about in there, as he was growing his company, he was the owner of this software company to help SEO’s and it helped agencies. And he had a friend who was running agencies and needed software, so they CEO swapped. And Rand went and actually, they swapped houses. He lived in the dude’s house and that lived at his house. I don’t know how the wives were okay with that, my wife would kill me if I was like…. Anyway, that’s beside the point. So they did the swap and it was cool because Rand was able to go down into the trenches and see what it was actually like to run an agency again, and see the experience, and try to use all his tools and realize there’s all these gaps. As an actual owner, my people can’t do these things because of the gaps in our product, and he was able to make the product better. And then the other dude, who was in the agency went back and started, became the CEO for the SEO Moz for a while, first off had empathy for them now,  but second off was able to work with the team and be like, “Why are you prioritizing this? We would never actually use this. You should be prioritizing here.’ And the swap changed everything for them. Anyway, I think it’s valuable and I think it’s worth most of us all doing. So find someone with the super power you want, where you have a super power that they want, and CEO swap them, and you will jump yourself forward, six months, a year, two years in your company, literally overnight which is totally worth it in every case, every scenario. Thanks you guys, appreciate you. I’m home, I’m going to go get something to eat and I’ll talk to you soon.

Boom, what's up, it's Steve Larsen. This is Sales Funnel Radio, and today we're gonna talk about how to sell other people's products that you do not control. (Stephen is wearing a chicken suit)   I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine to five to take the plunge and build my million dollar business.   The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer.   Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels.   My name is Steve Larsen, and welcome to Sales Funnel Radio.   All right, that was a little weird, and it was crazy hot. So anyways, I was gonna wear it for the entire episode, but I'm gonna take it off.   Hey, so what's with the chicken suit?   A little while ago Dana Derricks, if you do not know who he is, he is a copywriting master, he's a complete rockstar! Dana was brought in by Russell to help figure out other ways to sell Clickfunnels based on the different audiences that they had.   Think about how cool that is! Okay, let me just go full circle...   When he showed up, he gave me that chicken suit I ended up riding it home on my motorcycle. If you want to watch, it's on Funnel Hacker TV -  it's pretty funny. That thing is hot though!   Anyway, think about what Dana Derricks had to do? I digress, we're back to this "serious marketing" - you guys know me ;-)   Okay, let’s think about what Dana Derricks had to do. He had to come in, and he had to figure out how to sell a product that was not his, okay?   Now, why does this matter?  It matters if you're in affiliate marketing, it matters in general...   I really believe that you gotta be amazing at doing this as a whole - because if you can figure out how your competitors are selling their products, and figure out how you would sell their product better, you're already gonna get more customers than they have.   So follow me here for a second, okay?   I have had the incredible honor of being asked by Clickfunnels, by Russell, by Dave Woodward, to come in and do the Funnel Builder Secrets webinar.   If you guys know the 90 minute $3 million session that Russell did, it was with the Funnel Builder Secrets webinar, and they've asked me to come in and be the pitch guy for it now - which is really, really exciting.   I think I'm safe to announce that? They were puttin' it out on the affiliate group for Clickfunnels a bit ago, so I think I can say it? If not let me know and I'll take it down... I'm really, really excited about it.   The reason I bring this up is, if you think through what Dana Derricks had to go through to write a script for a product that was not his own, right? How powerful that really is. Now follow me with this...   The pattern that he has to go through is pretty fascinating, he has to put himself in the shoes of Russell. “How would I sell this if it was mine to sell? How would I sell this if it was something that I bled for to create and bring to life?”   We all love our products, we love our businesses, and we'll stay with them for a long time...   I got my whiteboard here 'cause I wanna share with you guys a few things 'cause it's the same thing I've had to go through this past little bit here.   Funnel Builder Secrets is not my product, but I have to write a script. They're letting me rewrite the script with my stories and my things in it to help sell an offer that is not mine... and so I have to think it through.   It's easy to do this when you are selling your own product because your stories tie into certain elements inside of the product; this story relates into why this product's in there, and this story ties into why that product's in there, all right? ...   For example; "It was this full amount, price drop, get it today for this amount." - It makes more sense.   I don't know if you guys have been watching, but Kaelin Poulin just went, and she rewrote some of the Funnel Hacks webinar doing this exact same thing with her audience. I'm going through this as well, right now.   This is a fascinating thing to think through. If you guys have a product, by the way, I wouldn't begin in this manner.   So two things here:   Let's think about the timeline that Russell Brunson has gone through, along with other massive sellers on the internet, to get to this kind of space now, okay?   #1: They figure out the one audience,   I got a whiteboard here, they figure out the one audience, the Red Ocean, that would love to see their product.  And they're like, "Sweet check it out! Here's Clickfunnels or whatever, here's this product or that product,” right?   They have to write the script for that one singular Red Ocean.   Most the time when people write a sales message, or they write anything that has to do with trying' to sell any product, one of the easiest ways to screw it up is to write it for multiple audiences.   "Well, you know who could buy it? This person could buy it, and these people could buy it these people could buy it, these people could, could, could, could, could."   That's not what you guys have to answer first. The first thing to answer when you're writing a sales script is "Who should buy it? Who is willing and able to spend cash on this? Who is my dream, dream customer?"   Not, "this person could" and "these people could" and "that audience over there, they could?"   That's the fastest way to, number one, not sell, and number two, to make somewhat of a hellish scenario where you service people that you don't want to - Speaking from experience here, all right? Four or five years ago I totally did that.   There's like flakes of chicken all over the place around me, little chicken hairs all over the place. Anyway, so number one, you gotta think through who the best purchaser for your product is? So think through right now. Clickfunnels has done that. I've done that with my products. I know the best purchaser for my products. Russell knows the best purchaser for his products.   For Funnel Builder Secrets, Russell knows the best people for that thing.   Let's say we're selling Funnel Builder Secrets - which is what I'm gonna be selling - what I'm doing' for the next few days is just workin' that script, workin' that script, workin' that script, rewriting it.   But think about the pathway that Russell went through, the timeline as far as the script goes, the maturity of the script...   And I know I'm getting deep here. It's a little deeper than I normally get on this, but think through this with me and follow me for a moment, okay?   If I'm gonna sell Funnel Builder Secrets to people to people in the Red Ocean...   The first time the script was created, Russell went through, and he figured out the best audience the best fit of buyers for the Funnel Builder Secrets webinar.   One of the easiest things we can do now is figure out other "Sub Red Oceans" - that's what I call them. They're Sub Red Oceans - SROs.   Sub Red Oceans are people who could accept the script as well.   Take the ClickFunnels example; when Russell's selling ClickFunnels on a webinar, (if you guys haven't seen it, it's called Funnel Hacks, you guys can go get free funnels from ClickFunnels at salesfunnelbroker.com and  click on Free Funnels up on the top right - it's an affiliate link of mine, but it gives you a two-week trial and a preview of funnels for your stuff.)   Okay, so think about this; if you go to Funnel Hacks and watch the script -  what it's doing is targeting people who are using websites.   Remember he threw those rocks at websites: "Websites are dying, websites are crap, you spend ad money on websites, and it's the fastest way not to get any return," right?   He is throwing rocks; websites are the Red Ocean.   As the script progresses, he knows that's the correct pitch for these people, then he'll start bringing' in other audiences.   People are like, "oh you know what, it makes sense, but I don't have a website, but oh man, I'm, I don't know, I'm a coach, I don't know if this works for me in coaching?"And Russell's like, "it works for you, it works for you."   Just follow me for a second, I know this is kind of all over the place, just, and we'll go full circle here, you're gonna be like, whoa! I'm hopin' you have like the big whoa moment, okay? Follow me for a second, okay...   He's like, "Check it out, it is for coaches." And people are like, "oh, ClickFunnels is really cool, but I don't know if it works for me, I don't know if it works for me, I don't have a website, and I'm not a coach - so I don't know if I can use it? I'm actually in retail." And Russell's like, "oh crap, wait!  It works for retail." And then he goes and he adds that in the script, right?   Then he'll add B2B in the script, then, the next thing, and the next thing, next thing, next thing, next thing... Info, MLM, ecom, supplements, bam bam bam. “It works for here, it works here.”   Here's the fascinating thing about this; now who told Russell which audiences should be in that script?  The market did - the market told him.   It's not like Clickfunnels is over here on the side doin' things like, "hey check it out! This person could, they could, they could, they could, they could."   Now the market's going, "oh I'm not gonna buy it because I'm not, I'm not, I'm not, I'm not." And we're like, "but it works for you, wait a second, it works, it works, it works."   You let the market tell you what Red Oceans, what markets, what little pockets and Sub Red Oceans of people are great to include inside of the script.   Think about what I'm doin' with Funnel Builder Secrets... This is a little bit of a different-style episode, I just think it'd be kind of cool and valuable to do with you guys, okay?   Now that he's got this script completely nailed down for the audiences that keep coming to him and we're like, no it does work for you, that does work, I would use it like this for that, no, you know, and he's got that down now, right? Now that that's down, okay, that has helped create two things here:   We know "WHO" we're selling to and we know "WHAT."   We know "WHAT" the offer should be. It has been proven, it has been vetted, the market has spoken and said, "Yes, we will give cash for that."   So my role is to I come in and be the pitch guy for Funnel Builder Secrets. I don't really change the "What." I actually don't even really change the "Who."   I don't change the "What" - I don't change the offer.   What I'm doing is I'm changing the stories. I'm not gonna go in and tell potato gun stories. I'm not gonna go in and tell the stories that Russell would normally tell.   The audience doesn't know who I am, right? As far as sales psychology goes, there's really two intros in any script.   Guys, again, follow me here, I know this is not a normal Sales Funnel Radio episode but stick with me for a moment, okay?   There are two intros inside of any sales script. And people screw this up all the time...   In the first intro, you gotta answer the question, "What is this? What is Funnel Builder Secrets?"  It's this knee-jerk reaction that people are gonna have to keep them safe. It's a reaction from the part of the brain that keeps people safe, okay? You know, the "croc brain."   If you guys ever read the book Pitch Anything, it's a fantastic book to go read - one of my favorites...   But first thing we're gonna do is we're going to intro, I gotta intro Funnel Builder Secrets itself, okay?   The second thing, (and this is the reason I can't go tell Russell Brunson's stories even though it's Russell Brunson's product), I gotta tell my stories.   The second intro is an intro to me. "Okay, okay, you've made me feel safe, you've made me feel okay, I know what Funnel Builder Secrets is now, okay, I have the expectations for what the rest of the script is gonna be." They're not gonna say that, but they're feeling those good, warm fuzzies.... "But who are you?"   That's like the second thing they're gonna start feeling  - so I have to intro that.   So we're still targeting the same "Whos,"  the market has spoken, the market has said, you know what, I'm a good fit for this. And we're like, "oh cool, we didn't think about that. We'll add that to the script." And so we have a big list of what all these WHOs. "Oh, I'm in retail, B2B, info, supplement, ecom, MLM, Coaching, info product, physical products." Tons of lead gen.   Anyway, we know what all the "Whos" are, and the market keeps telling us who the best fit is. Very key.   We also know what the best "Whats" are. "First you're gonna get this, and then you're gonna get this, and you're gonna get this, and you're gonna get this."   There's a portion of that offer that comes from the market telling us, "You know what? I would buy this main thing up here, I would buy the main product that you're talkin' about, but I just don't how I can X, Y, and Z?"  And we're like, "Oh, cool, okay, let's go add another product they'll get for free that will answer that when they buy the main product." Crazy cool, right?   So we have the right "Whats." We got the right "Whos."The thing that I am switching is the stories, okay?   I'm still introing the webinar the same kind of way that Russell does it, but  I have to introduce me - so they know who the heck they're listening to -'cause the sales psychology's gonna stop if I don't do that.   But I gotta go come up with my new stories. I gotta come up with a story for secret number one, a story for secret number two, a story for secret number three.   (If this is completely Greek, if you have no idea what I'm talkin' about, then you have got to go read the book Expert Secrets   Those are free sources guys, they're worth more than my entire marketing degree. That's not a joke...   I've learned more from those books and more from those resources than my entire degree - which took five years - and I don't use any of it.  I use everything that has to do with those books though, okay? )   Anyways, I have to come up with the stories for me - even though it's not my product.   One more major point here, and hopefully I haven't spoken too much and gone too crazy here?   I remember I was riding my bike home one day from college classes - we didn't have enough money for another car - and frankly, my pride was on the line a little bit.     I had tried at least 10 businesses on my own, and they'd all failed or barely broke even.   It was a nice summer day - usually, it was freezing, and I was beating myself up with phrases like "Man, you've been studying this for years, Stephen, what's wrong with you?  It's gotta be you, Stephen, 'cause all these other guys are doin' it - what's wrong with you?"   Don't do that beat yourself up - it doesn’t help.   … But that day, I was beating' myself up. I was like, "Man, I've been studying like crazy, I know what I'd do in this scenario, I see that guy's business in that scenario, I know what I'd do over there, I know what I'd do over there." And I was like, "but why am I still poor?"   It was a big question for me, and I remember that there was this idea that came flying' into my head...   First of all, I was like, "Well shoot, I'm not even asking for anybody's cash anywhere, you can't even give me cash anywhere online, so that's dumb, why am I complaining?  There's not even an ability for somebody to be able to pay me."   Number two, (and some of you might laugh at this, and some of you guys are gonna be like, "what?") I had never considered that there was a huge, stark difference between marketing and sales.   Sales is not marketing. Marketing is not sales. They have very specific different roles - they have very different functions.   I had been doing door-to-door sales and telemarketing for the explicit reason of learning sales. That's actually why I did it. I wanted to learn like consciously, that's the reason I chose the door-to-door.   I was like, "you know what, I know this is gonna be terrible, it's gonna be hell sometimes, I'm gonna get the door slammed in my face like crazy, I'm gonna go make door-to-door sales," and that's one of the reasons I did it.   But riding home that day, I realized, "Crap, marketing isn't sales. I've been studying sales, what the heck is marketing? Like dang, it!”   So to just sum it up real fast here, and not make this like a course:   Sales are what happens face-to-face. That's what I was doin' door-to-door, that's what I was doin' over the phone, I wasn't face-to-face but you know what I mean, I was with the customer, right?   Sales are what happens face-to-face, but marketing is how you get them to your face.   This is an area that a lot of people don't study ever.   And so, if you think about what I'm doing with the Funnel Builder Secrets webinar right now, you think about how this whole thing works…   What I am doing is I am affecting the marketing of Russell Brunson's Funnel Builder Secrets script, but I'm not affecting the sales of Russell Brunson's Funnel Builder Secrets script, okay?   Again, one more time, follow me here, let me draw this on the whiteboard.   A script, any sales script-  not just a webinar - at the beginning of any script, it’s very marketing driven.     Another way to define marketing is "the act of changing somebody's beliefs for the intent of a purchase to happen." You're just changing somebody's beliefs. You're changing the way they see the world, all right?   You're educating with the intent to change beliefs in hopes that it leads to a purchase. That's really what marketing is.   Sales, sales is just reasons to act now, okay? "Here's what you're gonna get - 50% off - Price goes up at midnight."Countdown clocks here!” Those are all sales tactics, but they're not necessarily marketing tactics.   A marketing tactic has everything to do with the actual stories that you tell, it's the way that you break and you build someone's belief patterns.   So my task for this webinar, which I've been incredibly honored to do...   I'm excited guys, I get to do it with these massive people in their audiences and close them, right, and do the webinar for that person in Russell's name, right?   I'm hopin' in the future it turns into some traveling and doin' it on stages, that would be really fun, anyway, that'd be really cool - 'cause Russell is the CEO of a major company so he can't really do all the stuff anymore, right?   So think about this, any sales script is really broken into two major pieces... there are more pieces, but there are two major pieces... The biggest thing that's happening at the beginning is marketing.   I'm tellin' stories with the intent to change your beliefs,  and the way you see the world, to help you understand that you're not seeing the world the way it really is.   For example:   "Oh man, don't use a website. Last time I used a website blah blah blah blah blah blah..., and it was a terrible result, and this guy said the same blah blah blah blah blah blah, blah."   I start changing' the way you see the world:   "Oh, I always thought websites were the bee's knees, and the cat's meow - baby, like websites are everything."   And suddenly, they're like, "Oh crap, this guy says they're not, what's the answer?" Then Sales swoops in... Does that make sense?   So I'm gonna tell marketing stories, and that's what's gonna happen at the beginning of the script for the first half or maybe more - when you think about the timeline of a script going' on the first half is marketing.   Then somewhere down the road, we flip into sales mode. Then I start talkin' about the offer.   I start talking about logical reasons to purchase now. I start talkin' about what you're gonna get when you act now.  I start talkin' about what will happen if you don't buy now.   I begin answering objections. "I don't have money." Well I'm gonna answer that objection. "I don't have this." Well I'm gonna answer this objection. At the end, I'm using some closes, "Go buy - Go to this URL - Open up in the tab - Go here!"   I feel like I keep saying this over and over in all these other subgroups I'm in, but I've never mentioned it on my podcast - that's why we're diving' into this.   I know it's a little bit deeper, and a little bit more tactical than I usually go on this show, but I just hope it helps.   When I look at a script, there are two major phases, so what my role in this webinar is,  I'm not actually adapting or changing Russell's offer at all, right?   Dana Derricks didn't change Russell's offer at all - it's still Clickfunnels, right? However, the lever that you can change, the lever that you can adapt when you are not in control of the actual product is marketing. You can control the stories. Those are levers you can pull.   The actual offer is over on this side, all right? I'm not touching it, I'm not gonna change it.   I'm not gonna pull out the different products or put them back in. Why would I change that? It's an amazing offer. I can't even compete with the things that are in that offer - it's incredible, absolutely incredible! Why would I ever touch it? That's not what I'm touching.   The thing that a lot of affiliates do, and even JVs, is they'll be like, "But what uh, uh???" and they stress out, they're like, "How do I sell this offer?"   Don't worry about the offer! The offer's already sexy. It's up to its creator to make the offer amazing, absolutely attractive and absolutely incredible.   The place that you go and you spend all of your time in is this marketing. What are the stories that you can tell that will break and rebuild beliefs?   What's the stance you can take? What attractive character attributes can you take on?   The stance I'm taking is very much that of a reporter. It's Funnel Builder Secrets and I was the lead funnel builder at ClickFunnels for a little while, right? I was Russell's funnel builder, and that means I should probably be able to sell Funnel Builder Secrets quite well.   I'm gonna go through and adapt the stories. It's gonna be fascinating.   There's not gonna be a potato gun story in one of his scripts - so that’s gonna be really weird ;-)   Anyways I'm really, really excited!   So just know when you don't control the offer, it's more about the stories you're gonna tell in the beginning.   It's more about the pre-frames, before they see the offer.   You're not gonna touch the offer, don't try and, don't even worry about the offer.   If someone's like, will you promote my thing, and their offer is not drop dead sexy, don't spend the time comin' up with the stories.   Your job is to break and rebuild the beliefs that they have about what's possible so that when they see the offer, they're like, "Oh my gosh, that's a new vehicle. That's a new opportunity for the desire I have. That's a new way for me to get what I've been goin' for all along."   What bridges that gap is the stories that you tell.   So I'm going in and creating all the stories that could break beliefs. I'm pre-thinking the beliefs that I'm gonna be breaking - so I can match my stories to them, and tell them in a way that causes the epiphany in their head - "Wow, I gotta get this offer!"   So anyways, I just thought that'd be kind of a neat episode.   I know this is a little bit different style, and it made me think of Dana Derricks with the chicken suit. I was like, "Oh yeah, it's like the time Dana came in, and he was selling' Clickfunnels."   Clickfunnels isn't his, but he was still adapting and helping to write the scripts. Fascinating!   So, anyways, we got a chicken suit on auction... if you guys want it, bids start at a million buck.     All right guys, we'll talk to you later.   If you guys have enjoyed this please, please, please share this, please, please, please go tell iTunes Zeros & Ones with the review, how awesome this has been.   Please go review it, it really means a lot to me, and I've spent a lot of time putting these things together for you and I just hope that it helps break and rebuild your beliefs on how you can build a successful sales funnel.   Guys thanks so much, talk to you later, bye. Oh, thanks for listening. Hey please remember to rate and subscribe.   Hey you want me to speak at your next event or mastermind? Let me know what I can share, that would be most valuable, by going to stevejlarsen.com and book my time now.

While I've spent most of my marketing career focused on driving traffic that converts, I know the importance of a good landing page and sales funnel.  A few months ago I met The Lady Boss. Kaelin Poulin and her husband Brandon when I spoke at an event in Atlanta.   I was struck by how good they've been at building funnels, building community, and selling products.  First a little about Brandon, then an overview of our discussion.   Brandon Poulin is CEO and Co-Founder of LadyBoss, the first global weight loss system and support community for women. With the help of his rockstar wife Kaelin and their leadership team, he has helped transform the lives of over 140,000 customers across the world. With its 4 unique product lines having accumulated tens of millions in revenue, Brandon and his team at LadyBoss are disrupting the weight loss industry by simply focusing on helping women lose weight while loving themselves again.   What we cover in this episode: How to approach building a new funnel? Keys to a successful funnel Diagnosing and improving struggling funnels Building a community and a following like a Boss Plus more!

I did some rare Q&A for a group talking about business and how it relates to God that I thought was unique and I wanted to share with you. On today’s episode Russell talks to the Duck Dynasty audience about faith and business. Here are some of the questions he answers in this Q&A: How Russell prioritizes his with with his faith? Did he ever lose faith when business wasn’t performing well? And does he feel he faces more temptation with higher levels of success? So find out the answers to these and many more questions on this special faith based episode of Marketing Secrets. ---Transcript--- Hey everyone, this is Russell Brunson. Welcome to marketing Secrets podcast. Today we’re going to be talking a little bit about faith and how it relates back to your business, because people always ask me, “Russell I know you believe in God, what does it have to do with your business? How does it tie together?” So I wanted to share with you guys this really special episode and I hope you get a ton out of it. Hey everyone, alright so this is the deal. We have a fan page that has half a million fans, in fact I’ve got a bunch of them. So it’s one of my secret little ninja marketing strategies on the side. This one is a fan page for people who are followers of Duck Dynasty. So I made a video that went out to these guys that was talking about faith in business, because obviously Duck Dynasty fans believe in God as do I. And I shared something there that I don’t normally share, but after we recorded it I thought it was really good. And I thought it would be really helpful for a lot of you guys who try to reconcile God and business and how those things fit together. So I wanted to share with you. I get emotional in this episode. It does start with me welcoming the Duck Dynasty fans, that’s why. There’s some context so you’re not like, “why is Russell talking to us like we’re watching a TV show?” Anyway, I hope you enjoy this episode. I hope you love it. And if you do like it, please share it with others. Thanks so much and enjoy this episode. What’s up Duck Dynasty fans? This is Russell Brunson again, and I’m so excited to be back with you guys today after our last show which was all about entrepreneurship. We had tons of you guys asking questions and leaving comments and private messaging us. Asking us a whole bunch of different questions and we decided to come back and do another show today, very specifically on one set of questions that a ton of you guys were asking about, which is entrepreneurship and faith. Do they work together and do they not? How does this whole thing work? And I thought it would be a lot of fun to answer some of the questions. So I have the top questions you guys asked here and we’re going to go through them right now and spend some time together. Because I know so many of you guys have strong faith. I have a very strong faith. I have a belief in God and in Jesus Christ and a lot of times people ask, “Do those coincide with business or do they not? Should they be separate?” So I wanted to kind of give you some of my ideas and feedback. So that’s kind of the game plan. So the first question you guys asked is, “Do you believe that your level of success is based on your level of faith?” I think that’s a very interesting question and it’s one that makes me a little nervous to answer that. I personally, it’s a tough one because you see people who don’t have faith, yet have huge successes, right. And sometimes I know for me, that was confusing sometimes. This person is not necessarily doing what’s right, why are they having all these huge successes? And other times you see people who are doing everything right, they’re following God and living the commandments and doing all these kinds of things, and then they’re struggling in business or their finances or their companies. Sometimes it’s like, it doesn’t correlate why those things work together. My personal opinion is I think that when we’re doing the right things God blesses us. I’ve seen that in my life over and over and over again. But a lot of times he blesses us in different ways. We work with an organization called World Teacher Aide, and about once a year I have a chance to fly with this organization out to Kenya and we actually build schools for these kids in Kenya. And I remember the first time I was there I was in this little, they’re called IDP camps, which is basically they are Internally Displaced People, people who the government, there’s this big, huge war and they pulled these people out and threw them out in the middle of literally of nowhere, and said, “Good luck. Hopefully you can survive.” So we came in later, a few years later, to these IDP camps and started building these schools for them. And I remember the first time going there, I was looking at these people and I was like, “What did they do wrong?” Why are they in this horrible situation where they’re lucky if they get one meal a day. They’re lucky if they’re able to survive the summer heat, because sometimes they have no access to water. Why is God so upset with them? I remember feeling that, and the second day we were there with these people, was Sunday. And it was really cool because they wanted to do a church service with us, and most of the people, they were Christian. So we all got together and did this church service. And I see these people who are the lowest level of poverty I’ve ever experienced, people who literally don’t have a meal every single day. People who, most of them don’t have fathers, they have brothers and sisters who were dying around them. It’s just a sad thing. And we met together for this church service. And I see these people with these bright, the whitest smiles you’ve ever seen, singing and praising God and having this amazing thing. And I remember as I was sitting there, I was just thinking about the fact that because they were here, it wasn’t that God was upset at them or anything. I felt that God had protected them, kept them away from so many other things in the world that a lot of times we have to deal with. We have to deal with the internet and pornography and crimes, and all the stuff that we deal with here in our first world countries. And I was thinking about these people and I was like, man, God loves them so much that he’s protected them. So I don’t think that necessarily our level of success is tied to our level of faith. Again, I feel like we’re blessed, but blessing isn’t always financial. Sometimes blessing is not having finances. I’ve learned during the times in my life when my businesses were struggling, a lot of times is the time where I’ve had the biggest growth, and the times where I’ve felt God closest in my life. So that’s kind of my beliefs. I do think he blesses us, but it’s not always financial. A lot of times it’s from other things. So that’s kind of my opinion on that. Alright, question number two, “Where does my personal motivation come from?” You know, I’m going to be completely honest and vulnerable. Initially, my initial motivation when I first got started with my very first business was, I just met my beautiful wife, fell in love with her, proposed to her, and we’re going down this path and we were going to get married. And at the time I was wrestling at Boise State University, I didn’t have a job, she was making $9.50 an hour. As soon as reality clicked in after we were engaged and we were getting ready to get married, I was like, “how are we going to live on $9.50 an hour? I’m either going to have to quit my wrestling or quit….” The numbers didn’t add up. I was like, I have to figure out a way to make money. So my first initial motivation was, I gotta make money. I gotta make money. I think a lot of times, that’s what happens for entrepreneurs because that is the initial need, right. So initially I started making money and trying to start businesses and it took a while. But after it started working, then it was nice because I was able to let my wife quit her job, and then I was able to start building a company and then hiring employees and it started getting better. And there came a point where finances didn’t really matter to me. I’m at a point in my life now where my house is paid off, my cars are paid off, I don’t have any debt. So it’s really weird where there’s a transition point where money doesn’t really matter to you anymore. So it’s like, why am I in business? Why am I doing this? Why am I working late nights and early hours and doing all the work behind this? And it’s interesting because there comes a transition point I think, in most people’s lives, especially entrepreneurs who are going through this. Where initially it’s like I’m trying to figure out a way to make money so I have freedom and I have these things, and then when you get that freedom there’s this shift. And if you’ve read my book, Expert Secrets, I talk about this shift. There’s this shift from growth, where you’re trying to figure out how to grow as a person financially, get education and learning and all sorts of stuff. But eventually you get to a point where you can’t grow anymore, in and of itself. There’s a point where you’re going to be as good as you are at that thing. The only way to continue to grow and progress in life is to transition from trying to make yourself better, to this concept of contribution where it’s like, “Now how do I help other people?” If I can figure out how to help other people, that’s how I continue to grow. I don’t continue to grow by getting smarter, or reading more books, or making more money. I started growing by helping other people. So for me, my contribution came from like, I want to help other entrepreneurs. I figured out this process and this path and I’ve done it over and over and over again in my companies. How do I help other entrepreneurs have the same kind of success? How do I contribute to them so they can have the same kind of impact that I was able to have. Because if I can help them feel that same freedom, man that lights me up on fire. So I do think that for me, my motivation initially was about getting myself, my life in order, my marriage in order so that we could survive. As soon as those needs were met, then it transitioned to contribution. And what fires me up today, is I look at the entrepreneurs we work with inside of our software company, Clickfunnels, we have over 55,000 customers who use our software. These are all entrepreneurs who are using our software to get their messages out to other people. And for me, that’s what fires me up in the morning. I hear stories about all these, I could share a hundred different stories of entrepreneurs. One of my favorites is Brandon and Kaelin Poulin, who are in the weight loss market. And they teach women how to lose weight. And Kaelin is a great success story. She lost a whole bunch of weight and she’s able to use her powers as an entrepreneur to help other women. She lost the weight, she’s in shape now and now for her it’s hard for her to continue to grow. She can’t lose more weight. She’s in a spot where her body is perfect the way that it is, so how is she supposed to continue to grow, she can’t do it by working out and lifting more. You don’t continue to grow that way. The way that she started to grow was turning outwards and started contributing to other women. And right now, I’ve watched as their company in the last 2 ½-3 years, they now have over 100,000 women that they’ve helped lose weight. And that’s the motivation I have. For me, to be able to give entrepreneurs the ability to help share their message with more people is how I continue to grow. And that’s my motivation right now. Number three, “Do you feel you face more temptation with higher levels of success?” Okay, I would say 100% true. Before I had success all my focus was on having success. When you start having success it’s interesting. One of my friends once told me, “Money is just an amplifier of who you are.” So I’ve seen people in my, the last 15 years I’ve been doing this, a lot of times younger people who make money really, really quickly. And I’ve seen it completely destroy their life. Because suddenly they have the ability… a lot of times, when you don’t have the financial means, you may have desires for things that aren’t right, but you don’t have the means to do it. I’ve seen people who, I’ve seen 18, 19 year old kids who make a million dollars, and all the sudden they have the ability to do anything, to buy their own houses, get drugs, alcohol, women, whatever they want is at their fingertips. And a lot of times when they’re, not too young, but not mature enough to handle it, it completely destroys their life. And it’s sad, I’ve seen so many people who have that. So I definitely think that when you start having success, it’s almost like a double edged sword, if you’re not careful it could be the biggest curse in the world. Or if you’re smart about it, it could be the biggest blessing. It could help you to serve so many more people and have a bigger impact. But if you’re not careful it will amplify whoever you really are. So if you’re not a good person, you struggle with addictions or things like that, money is just going to amplify that. It’s not going to make it easier by any stretch of the imagination. If that was true, you look at all these celebrities who have insane amounts of money, and you see them all happy. But instead you see them in rehab clinics, why? Because now they have the means to do whatever they want. And again, money just amplifies your tendencies anyway. So I think a lot of times it’s good for people to get themselves right, so that way when they do have more means, to do good things with it as opposed to just destroy themselves, which unfortunately happens way too often. We see it in pop culture, we see it in entrepreneurship. But then the flip side of that, you see people who get the money, get the means and then they use it the right way. It’s amazing because the impact they can have is second to none. Alright, question number four, “Do you have any advice for staying grounded, humble as you become more successful?” Alright, I have a really cool story about this. My business has, I’ve grown my business and I’ve crashed it now twice, big crashes. First one wasn’t quite as big, it was probably the most painful though, because it was my first one, and my identity was so tied to my little business I was building. I built it up and I had probably 30 or 40 employees at the time and the whole thing crashed and I had to reset. I built up a new company, had over 100 employees and it crashed again. And I remember because I think most of us, as entrepreneurs, we’re building stuff, it becomes our identity. It was embarrassing, it was humiliating. It was hard to go talk to your friends, your family members. You see people at church who are asking, “How’s business going?” And you’re just like, I don’t really want to tell them. It’s not something I’m proud of right now. But fast forward, after my second business failure, I was actually at a retreat in Mexico with some entrepreneurs and we were talking about it, and there was one guy who was very, very wealthy. He had bought and sold 40 or 50 companies and made hundreds of millions of dollars. And it was interesting, we were sitting next to each other at dinner and he was fascinated about my story and kept asking me these questions. And initially, a lot of times what we do is we talk about the highlight reel, “Oh I did this, and I did this.” And we’re proud of it. And he kept asking me questions, he’s like, “Tell me about the tough times. What happened?” Finally he got into me and I told him, I think it was getting late night, I was tired so I just kind of broke down and I was like, “Okay, this is the first time that my business crashed.” And I went into the details and I told him. And he asked me so many questions as I went through the pain of it. And I talked about the second time and went through the pain of it, and what happened and why it was so hard. And afterwards he looked at me and nodded his head and said, “Good.” And I’m like, “What do you mean, good?” he was like, “I will never work with an entrepreneur who hasn’t cycled at least once.” I was like, “Cycled? What does that mean?” He’s like, “Cycled means that you built something up and then it crashed. The first time someone builds something and have all this success, the problem is they think it’s because of them. They read their bio and they believe it. They’re drinking their own Kool Aid. Until you built a company and you’ve crashed it…” and he called it cycling, which is such a better way than saying going through bankruptcy. He’s like, “Until you’ve cycled once, you still believe that you are the greatest thing in the world. After you’ve cycled you realize it’s not you, there are other people that made this possible. You were a piece of it, but there were other people. There were people on your team, there were employees, customers. There was inspiration from God. There were all these things that happened that made you successful, and just as easy as you were given it, you can be taken away. After you’ve cycled once, typically you’re more humble.” So for me, my biggest advice is know that. You are not the greatest thing in the world. If you’re building a company there’s so many external forces. I look at the companies I’ve built and a lot of it was yes, we worked hard. Yes, we were smart. Yes, we did a good job. But a lot of it was we had really good timing. There were doors that were opened up that shouldn’t have been there. We had inspiration and ideas that weren’t from ourselves that just somehow showed up, that gave us the ability to execute ways that we couldn’t have done before. So realize that it’s not you. You are a piece of this thing, but realize there’s a lot more people behind you. And if you have crashed, if you’ve cycled, if you’ve gone through bankruptcy, don’t stress out about it. That was a gift our founding fathers gave us as entrepreneurs, so we can risk things and try things, and not have ultimate punishment where your business fails, you end up in jail for the rest of your life. If that was true, no one would try to do anything. We wouldn’t have that ability. So cycling, crashing, bankruptcy, those things, it’s a gift from God, I believe. It’s a gift from our founding fathers so that we as entrepreneurs have the ability to risk things and try things, and if it fails, worst case scenario you cycle, start over and you can do it again. So that’s kind of my best feedback for staying grounded and humble. Alright, I got a couple more questions here that I want to go through. These have been fun. I don’t have the chance a lot of times to talk about the religious aspects of entrepreneurship, so I appreciate you guys sending these questions, it’s really fun. Number five, “Did you ever lose faith when your business wasn’t performing well?” So this kind of runs back to the second time my business crashed. I don’t think I’ve ever lost faith. I know I have friends who when things have crashed, they questioned God, they’ve been upset or angry at him as well. I don’t think I ever had that. But I think, I remember going through this process and feeling like I had to figure this out on my own. So it wasn’t so much I lost faith, I think I kind of distanced myself because I felt like I had made this mistake and I had to fix it. I remember for months going through this process of trying to fix it, trying to fix it. And a lot of times not knowing what to do and being confused and being stuck, and I kept hitting these walls. It was like trial after trial after trial. I remember one morning I was getting ready and I just didn’t want to go in. I remember thinking in my head, “I wish I had a boss so they could fire me. But I can’t because I have to clean up this mess that we’ve created and I have to figure my way through it.” And I was kind of lingering in my room and I was just taking longer to get out the door and my wife came in. And she could tell that I wasn’t in a good spot. And she looked at me, when she looked at me I kind of just, I started breaking down and I was just like, I didn’t know what to do and I was scared. I still remember this moment, it was one of the coolest moments with my wife. She came over to me and she grabbed me and she pulled me down to my knees and she prayed with me. She said, “We need God’s help.” And she prayed that I would know what to do and how to do it. And that was this thing that brought me back to that point and it was the turning point where it gave me the ability to kind of re-tap into that and know where to go and what to do. So that was kind of my experience with that. Sorry, it’s not normal sharing some of those more emotional things. Alright, I got two more questions here that I want to share. The next one was, “How do you prioritize your work with your faith and your religion?” A couple of things. First off, with me they’re not separate. If any of you guys, if you’re watching this show now, I talk about my faith openly. I talk about my faith on my podcast. I don’t, in my books I talk about it. I don’t hide it. It’s not things that are separate. I honestly feel that God has given me gifts, not because he cares if I’m an entrepreneur, or cares I if make money. He cares that I’m having an impact on other people. I feel like if I didn’t talk about that, it would be a disservice to him. So I don’t hide those things, for me they’re very much one in the same. They work together. I know that in the society we live in now it’s scary. Because you can sued for talking about God at work, and things like that. It’s one of those things that I just think it’s, they can and they should be together. I feel like business is a gift. Businesses were created so we can serve people, we can serve customers, which is what religion is. Religion is all about service. I look at Christ, he didn’t come to this earth to tell people how great he was. He came to serve other people. It’s the same thing, business is one of the most pure forms of service, I feel. So that’s kind of how I tie them together. And then the last one is, “What is your why? Is it to be rich, retire young, to be able to have freedom to serve? What is your why?” So I’m in a spot in my life where I’ve experienced things. I am rich, I could retire. Those things don’t motivate me. If they did, I would be retired, I would just close down shop. We’re in a good spot where we could do that. But for me, my why is all about the contribution to entrepreneurship. I love entrepreneurs, I love what they can do. I know that one entrepreneur can affect hundreds of thousands, if not millions of people’s lives in ways that I can’t do. I told you earlier about Kaelin Poulin with weight loss for women. I can’t help women lose weight. I have no idea how to do that. I don’t how the intricacies of how it works. But I can help Kaelin to get her message out to more people. If I can affect her and help her be able to share her message, she can help a hundred thousand women. If I can help somebody else with their message, how many people they impact. So for me, my why is entrepreneurs. I love entrepreneurs. I love what they do, I love their ability to impact change. I don’t think the government is going to change things here in this country. I don’t. I think entrepreneurs are going to do it. So I love the ability to serve entrepreneurs, help entrepreneurs, give them the tools, the ability, the skill sets they need to have legitimate change in the world. So that’s it for today’s questions. I hope that helps you guys. Thank you so much for letting me be on the show. If you have any questions, comments, please post them down below and message us and we will do another follow up show with more Q&A’s, answering your questions. Again, thanks for having me here today. Appreciate you all and we’ll talk to you guys soon.

What's going on everyone, this is Steve Larsen and this is Sales Funnel Radio. Today we are going to talk about what to do when your revenue outgrows your business.   I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine-to-five to take the plunge and build my million dollar business.   The real question is how will I do it without VC funding or debt, completely from scratch. This podcast is here to give you the answer.   Join me and follow along as I learn, apply and share marketing strategies to grow my online business, using only today's best internet sales funnels.   My name is Steve Larsen and welcome to Sales Funnel Radio.   What's up guys, hey, I am very excited for this episode. So, when I officially left my job, just like the intro to this podcast says, January first, it's been five months. Five solid months now, five and a half-ish by the time this episode goes out, and five and half.. it's been fascinating to watch what's happened. So follow me here, this is what happened.   Okay, so I left, right, and I had this awesome idea, I vetted it, I knew it'd be successful and what I did is I went and I started launching, launching, launching, launching, launching and what started happening was over on this side was the sales. Sales, sales, sales, sales, revenue, revenue, revenue, revenue. Lots of money started coming in.   I was like "Whoa! This is crazy, "I've never had this much cash coming. "Whoa, my gosh, whoa!" And all this cash started dumping on in. And we did about 100 grand the first month and then it just continued.   Now it's 50 grand a month and that's where it's been for a while because I slowed it down ..   You guys might be like, "Hey, that's kinda funny, why would you slow it down?" I actually slowed it down because here's what happened; January, February, March was like sell, sell, sell, sell, sell, sell, and I'm selling, and we're making cash, and it's coming in, and we're at a 100 grand. You know, 100 grand, right... Boom, boom, boom, boom, boom, we're making... A lot of cash coming in...   What I started realizing was the actual, my actual business wasn't able to handle what was going on. I was like, "Crap, I never ever thought this would ever happen to me." And I say that because when I started building funnels for companies while I was in college and it always happened the same way…   The funnels that we build, they sell things very, very, very well. I don't think people understand how well the funnels work, and that actually creates a business problem NOT a funnel problem.   Here's what I mean:   I was building all these funnels for people in college and there's this guy I was building a funnel for…  I did the research, I ran ASK campaigns, and I figured out exactly what his customers needed. Then I went put those things together, and created funnels. When we launched them, boom! He made a lot of cash real fast.   He made 50 grand really quick. 50 grand in the first month, it something like that. I can't remember exactly, it was a long time ago now. But there was a lot of cash coming in and then it kept going, and going, and going.   It’s funny because Day #1 after launching the funnel, the business owner always comes and they're like, "Oh my gosh, look at all this cash coming in! "That's amazing, these funnels are so cool!"   Then Day #2, they reach back out and they're like, "Wow, this is really awesome. "Holy crap, that's still a lot of sales."   Then Day #3, they're always like, "Turn it off! Turn it off! "You're gonna bankrupt us, turn it off!"   I remember I was kind of laughing when they said that, I thought they were joking. I was like, "Why would I ever turn off this... " Why would I turn off this funnel? Who wants less sales? I've never heard anyone say that in my life ever and at the time, I was making fun of it... I just didn't know any better. I was like, "Aw, that's stupid, why would you ever want less sales?"   However, he’d run into a situation where the revenue was outpacing his business!   Funnels are not businesses, they're not. A funnel is a revenue arm. A funnel is a very effective way to sell stuff. A business, though, that's completely different.   A business is a series of systems - that's really all it is. It's a series of systems that fulfills on the funnel, that's really it. Okay, that's the way I define it anyway, okay?   If you don't have enough systems in place, it means that every person who purchases from you is being fulfilled on differently.   It means that every person who's coming in, right, and has a support question, you're treating it differently every single time.   It means for every single, you know, package that needs to get shipped out there's not a process in place.   It's literally different every time, and what's hard about that is that it makes it very challenging to scale.  Especially if you’re just starting out and you’re kind of a solo guy for a while. If you're a solo, individual person for a while and you're kind of running on your own, that's great. That's a great place to be, but eventually you're gonna get to a place where your revenue starts to outpace your ability to fulfill well, and that's what happened to me.   Funnily enough, right after, I graduated college and started working at ClickFunnels, we did the exact same thing to so many other people:   Day #1, we launch an amazing funnel. They're like, "Oh, my gosh, look at all the sales!"   Day #2,  they're like, "Wow, that is "still a lot of sales, oh my gosh."   Day #3, they're like, "Turn it off, turn it off, turn it off, there's no way... "Oh, my gosh, we're gonna die, you're literally gonna bankrupt us, we're not gonna be able to fulfill on all this stuff"   I remember the second time it happened it was for a funnel we’d built for... I don't know if I should say the name, but anyway…   Russell and I built this sweet e-comm funnel. It was amazing, they had tons of revenue coming in, and they spent the next two or three months simply upgrading, building, solidifying and putting in place systems inside of their company so that it actually could handle the revenue coming in. Isn't that funny?   For some reason I had never, ever considered that for such a long time, and so I ran into the same thing. Part of my first role as ClickFunnels was to build funnels for Russell's personal clients. I built a lot of funnels for ClickFunnels itself, but (especially when I first got there there) I built funnels for his personal clients - building them, putting them together…   I have a marketing degree. In the business marketing degree that I got they do a lot on teaching ‘the business.’ The actual systems and the structure. They do hardly anything on teaching sales, right? Which is so funny.   It makes sense of why everyone goes and gets VC funding... because they build the team and there's no cash to freaking support it. You're like, "That seems backwards."   Anyway, so I started going through this very same thing. I started recognizing it coming up... I launched all my stuff and I was like... It was like, "Money, Money, Money, Money," and I was like, "Holy crap."  I was still the sole operator of my business. I was like, "Huh, this is interesting."   I knew what happened next; pretty soon it becomes so high, the tower gets so tall that eventually there's not enough foundation and it starts to crumble and you start getting refunds and people start saying bad things about you.   And I was like, "Crap, I don't want to hit that," and so I purposefully had my amazing ads person, (I will interview her one day and put her on here because she's incredible), but I had my amazing ads individual go and turn the ads down. We kept the ads tiny because I didn’t have the power to fulfill at the rate I was able to sell at.   Most businesses are the exact opposite. They’ve  got the sweet structure and they don't know how to get new cash in. “Well, I'm a funnel builder, baby. The cash part's not the hard part…” It's this other way around.   So, I guess I've been feeling the need to... You know, it's June now, to account,  to let you guys know what's been happening, and so for the first, like, three months there's been a lot of cash that came in. I was like, "Oh, my gosh, that's nuts. "Crap, I'm like the only guy!" I was pulling my hair out - stressed 24/7.     I remember I was talking to... This wasn't an Inner Circle meeting, but I was talking to a lot of the members. We were hanging out at someone's house and they were asking, “What's going on?” and I was telling them, and someone said, “You know, you're probably gonna have to put the brake on just a little bit to go build this stuff up and then you'll be able to handle more cash coming in.”   I didn’t want that to be the answer. I really didn’t want him to say that. I was like, "sell, "sell, sell, sell, sell," but...   This year, I've been doing a lot of stuff. I'm one of the coaches for Two Comma Club Coaching X, the new 2CCX program, and it's going freaking incredible. I've gotten my own processes down and in place there now. I’m helping them fulfill; helping them do amazing stuff, helping everyone make money and put their funnels together. So, I've been doing that as well as actually my webinar  So, I've been selling, selling, selling, selling.   It's been tons of fun. Now I’ve backed off on the selling a little bit. I’ve put together a lot of systems - a lot of them.  I always thought that it was kind of like a drag, but I know now why.   Because without huge cash coming in why on earth am I building the system, right? That's what my mentality is like. I'm like, "What's the ROI of me building a system when there's not buttloads of cash to match it with?”   So, that's all I would encourage you guys to do.  If you’re selling and you've got cash coming in and you're like, "Hey, this is going really, "really well, it's going incredible,"  but you're having a hard time blowing up, I want to tell you one thing that Russell told me...   Actually, I was sitting next to him, I’d only been working there for a little bit and I was keeping notes. I mean, I was sitting next to the dude, right? Would you not take notes? So I did.   I had a Trello board called "Brunsonisms" and "Russell Lessons" and I would write down things that I heard him say - things that were really profound. I was already fanatic about his content, but like, really profound things, and this is what he said... He was talking to one of his Inner Circle people and he goes, "Scaling from six to seven figures... " I'm gonna botch the quote, but this is the lesson. He said, "Scaling from six to seven figures is NOT a matter of MORE hours in the office.... Scaling from six to seven figures is about leverage."   So if you've got a product, right...  that’s done, like, 300 grand, something like that… What I've noticed is that you probably have a leverage problem.   You need to  put systems in place that let you expand, that lets you fulfill, that lets you, right, go grab another funnel out there, put something out there that brings more cash in, so things like that.   But specifically, right, it's a leverage problem. It's not typically a cash problem.   You guys will all notice and you'll all see, if you haven't already, which I know a lot of you guys are already rockstars and you're selling. You're making a boatload of cash already, right, but for those of you guys who are, like, just starting out, you'll see really quickly, right, it's typically...   When you go and you start, right, you're building, you're building, you're getting the revenue coming in. Awesome, and you should do that. Prove to the market that it's awesome. You’ll find that when you have an amazing product, right... Like, my product right now is so freaking awesome. (I keep adding some amazing... Oh, my gosh. I just added this really cool thing to it.) Another time, another episode, but oh, my gosh. And the success rate is just, like, skyrocketing because of it.   Anyway, when you actually figure out something really awesome, the path to a million bucks is not actually that hard.   I remember I was walking out, I think it was my last day at ClickFunnels, and Russell was like, "So, what's the goal, man?" And I was like, "A million bucks," and he goes, "You're gonna find out real fast that's not that hard," and I was like, "Oh, hahaha."   It's not that hard, let me just tell you right now. It's not that hard, oh, my gosh.  The funnel that I tossed out it was really, really quick, and revenue came in real fast. I was like, "Crap, I need systems to handle it," I don't want to become so systemized that the systems start outpacing the revenue…   I can feel it. I have an organization now. There's eight people on my team now. I have a full-time employee. I'm getting full-time support, full-time assistant. I'm setting up the structure so that I can go back to the funnel and be like, "Blow it up, baby, yeah, go, we're going to three." Does that make sense?   If you watch all these other Two Comma Club winners, they've gone through a very similar pattern. While we often study the funnel, which is great…  we study their marketing, which is great. Remember, though, to actually study their business and the structure of it.   When you're funnel hacking- you're not just hacking funnels, you're also funnel hacking the way they fulfilled on what the funnel was selling.   That's been part of what I've been doing heavily this last little bit. I mean, I've been studying my face off. I’ve got notes and papers all over the place, all over my desk right now. Because now I’ve got the revenue coming in,  I can build the actual systems and the processes to support even more revenue.   My structure as of two months ago couldn’t have handled much more. My structure now, though, it's getting a lot cleaner. I know that soon I'm gonna be able to just, like, scale, scale, scale, scale, scale.   What I've learned and what I've seen a lot of people do, is... If you look at the pattern of a lot of Two Comma Club winners, you'll notice that usually with a team of three to five people they'll run to a three million real quick.     It’s different for every business, every industry, but the actual structure, the business structure allows them to get to that kind of place, usually pretty quickly with not many people on the team.   It doesn't take a huge team to do these things. Brandon and Kaelin Poulin, they just crossed 10 million dollars. They just had their first three million dollar month - crazy!  They've got 40 people on their team. However, it doesn't take these gigantic teams to make a significant amount of cash for your pocket.   So, real quick I'll tell you the roles and then my camera's gonna die…   Okay, so what I'm going for is, right, I am the main marketer, funnel builder, CEO, right. That's the position that I'm in.   I also have an affiliate manager. Right, that's my first full-time employee. Not support, right, not assistant. I want other cash generating people, right. That's all I want, right, where there's still structure. He's going out and he's my affiliate manager.   He's going out and he's creating relationships. We're doing another huge Dream 100 package drop. That's actually where he is right now. That's why he's not sitting there right now. He's at the post office, we're doing another big Dream 100 drop, and we got a lot of people excited to promote. He’s bringing in new blood. New blood as far as relationships goes.   Okay, so it's me as the funnel builder and marketer and attractive character. Right, that's the roles I'm trying to take on.   The next one, though, right, affiliate manager, and that actually was told to me by Russell. He said, "The next employee I would get, 100 percent man, go grab an affiliate manager and then grab an assistant, and then a support person."  Really that's it.   If you're, like, shipping stuff out you might need a fulfillment person too. I'll probably maybe grab two support people so that they're almost around the clock.. That’s all I really need, right, as far as full-time people go.   've got six content people and I do have a bookkeeper, but those are like VA positions, they're not full-time on my books. They're on my books every month, but they're not W-2 employees. They’re 1099s.   As far as full-time W-2 employees that are actually like here with me I’ve got the affiliate manager and I’m  definitely gonna have a full-time assistant, and definitely gonna have full-time support. Because right now we're doing the support piece. He mostly is doing support and affiliate stuff, and that's kind of it. Those are the roles, it's really four roles that I'm going for for the business model that I love and am modeling. It's going great and everything's running how it should.   So, anyways guys, hopefully that was helpful to you? I just wanted to do a little bit of accounting so that you see where you are.   If you're feeling stuck, start  asking: "Is my funnel revenue outpacing my business?" - because they're not the same, right?   Or if you're like, "Hey, I've got this "sweet business and these cool systems "and structures and processes, but not enough revenue." Then go build a funnel. There’s kind of this balance between one and the other. They're gonna have a hard time outpacing each other.   After a while the structure will get too weighty, you're not gonna have the cash to hold the system so the system will need to get leaner.   I don't like to build the business past the revenue. That's called debt and I personally am not a huge fan. I own my stuff. I don't want anyone else to own it. All right, hopefully this was helpful?   Just so you guys know what's going on with my team and how I'm actually building it out and actually putting it together....   My content team, they're freaking rockstars. I'm definitely gonna interview them so you guys all know who they are. Then over here on the W-2 side where I'm actually building out a full-time team, I backwards plan my structure.  I figure out how much money is that person gonna want a month? My hard costs right now are like 25 grand a month for my salary and my team’s salary. So hard costs right now, for the content team, for everything else, 25 grand a month.That's not bad at all. All right, sweet, done-zo.   So I've backed way off, built up the structures, got the systems in place- we're just vetting them right now. That's really all we're doing. Yesterday I talked to my amazing ads person and we're gonna go scale these ads like crazy and get them off the ground.   So, anyways, I just thought it would be kind of cool to show a little of the accounting so that you guys know what I've been doing, because my structure could not handle much more.   So, anyway, awesome stuff. The next road mark I fully expect we'll probably do the... This is me calling my shot, okay. Probably I think we're gonna hit the million by October at the latest.  I think we'll go to maybe 1.4, 1.5 by the end of the year.   That's me looking at where we are combined with the campaigns that we're putting in place, where I've seen them go before, where I've put them before. Anyway, we'll see what happens, but that's where I am right now.   It's kind of a different episode. I never realized that I would be in the role that I am as far as a systems builder, you know what I mean? I'm a funnel builder, but  now by necessity I'm also a systems builder - which has been great.   I'll talk to you guys later, please rate this podcast and review it, that helps me like crazy. I think that my podcast is one of the foremost podcasts on funnels, which is why I'm trying to push it hard and prove to iTunes that it matters.   So, please, please leave a review and share. That means the world to me, and I'll talk to you all in the next episode, bye. Hey, thanks for listening, please remember to rate and subscribe. Want today's best opt-in funnels for free? Get your free opt-in funnel pack by going to SalesFunnelBroker.com/FreeFunnels to kick start your opt-ins today.

Hint: It starts with you, but if it ends with you, you’ll never have the impact that you actually want. On today’s episode Russell talks about a webinar in which Kaelin Poulin will sell Clickfunnels rather than Russell. He then goes into detail of how the attractive character of Clickfunnels is evolving. Here are some of the interesting things happening in today’s episode: Find out why some critics of Russell were correct when they said you can’t sell a business based on an attractive character. Hear how Russell is getting passed the attractive character issue by helping it to evolve 3 levels deep. And find out why Kaelin Poulin is the perfect person to pitch Clickfunnels, besides Russell. So listen below to find out how Clickfunnels is evolving it’s attractive character. ---Transcript--- What’s up everybody? Good morning, welcome to Marketing Secrets podcast. Today is a very, very special webinar day. Alright everyone, I’m pumped for today because today there is a webinar happening, selling Clickfunnels, and guess what? I’m not the one selling it. I’m freaking out, I’m so excited. There’s a principle inside this that I want to share with you guys that I think is groundbreaking, life changing, business evolving amazingness, so I’m excited to share with you during today’s episode. So hopefully if you guys have read the Dotcom Secrets book, or the Expert Secrets book, or listened to me talk at all over the last decade of my life as I have been talking to entrepreneurs and sharing the most important things. One of the most important things I talk about is building out your attractive character. The attractive character is the personality of the brand that will be communicating with your audience, that builds rapport, that sells and does all those kind of things. And it’s interesting, because the flack I get often from people who hear me talk about attractive characters like, “Oh well, if you focus your business on attractive character, you can’t ever sell your brand.” And it’s kind of annoying, but alas, those critics are all right. It is very, very difficult to sell a personality brand. It’s only been done a few times that I’ve seen and it’s hard. Because if you are the personality, it’s really hard to sell the brand. But then on top of that, having the personality is what lets you build and scale a brand at record heights, faster than you ever could without it. So where is the middle ground here? That’s the thing. When we were building Clickfunnels, I thought a lot about this. Someday Clickfunnels is probably going to be worth, I don’t know, a bajillion dollars or more, and maybe when I’m like 90 I want to retire and it would be cool to sell it at that point, but it’s going to hard if 90 year old Russell is the dude on the pitch videos. And they’re like, “Russell, when you die, so does Clickfunnels.” That’s not good for anybody, including me. So I was searching, how do we do this? How do we do it? And I remember before we launched I was like, okay, we’re going to use attractive character because we know it works, and it’s going to be the fuel that launches this thing into the stratosphere. But I was like, long term it can’t just be me. It has to shift. I didn’t know how that was going to work, or I didn’t know behind it, but I was like, I know we’re going to do that. We’re going to hopefully build a community where other people become funnel experts, other people are teaching and doing this stuff, it’s not just Russell. And I’ve noticed, as I’ve been watching, that’s happened. A lot of what’s been cool is other people are teaching and doing it. If you look at most of the industries, there chiro guru’s teaching funnels now, there’s dental guru’s teaching funnels. There’s gym owner guru’s.  It’s amazing, I love it. The more of that happening, the better for me and I love it. But it didn’t really address the whole attractive character thing, because it wasn’t being published from headquarters, from corporate or whatever you want to call it. It’s been interesting, I think the first evolution of a business, is that you usually, or whoever that person is in your business, is the attractive character first. And that awesome, but eventually what needs to happen for you start going to the next level, is the attractive character can’t just stay with you. If it just stays with you it can’t get scalable. So if you’ve watched over the last two or three years, you’ve probably noticed me consciously doing this, I share less and less of Russell Brunson stories, and I share more and more of the stories of our members. So our success stories, our students, they become the attractive characters, that’s the second level. So instead of me talking about Russell, I talk about Kaelin Poulin, Brandon and Kaelin. I talk about Trey Lewellen, I talk about all the different people. I’m talking about them and they become the attractive characters. My success stories become the attractive characters, they are the practical application of what I’m teaching and talking and telling about. So that’s the next level. And then there’s a third level, that for those who have been paying attention, you’ve probably noticed me do over the last 7 or 8 months, where the attractive character is not me, and it’s not my clients, it’s the clients of my clients. So if you notice my language patterns now, when I talk about people inside the Clickfunnels community, I’m not talking about, “Brandon and Kaelin made a million bucks.” I’m talking about “Brandon and Kaelin have changed the lives of 1.3 million women. These women who struggled with weight loss their entire lives. They now are able to lose weight.” Pamela Wible who has been able to help doctors who commit suicide, and how she saves their lives, and now the doctor’s life has been saved because of whatever. I could go on and on with all these success stories. But what’s interesting, notice my language patterns, I’m not just talking about the person. Not talking about Brandon and Kaelin making millions of dollars, because that’s good, it’s better than Russell making a million dollars, but then the second level is they’re the attractive character, they’re making millions of dollars, but the third level is talking about the success stories of their clients. That’s 3 levels deep. So you’ll notice me, as I talk now and I teach and share and present, I’m always talking about 3 levels deep. Not my stories, not my success stories-stories, but their client’s success stories. And that’s like the third layer. So that’s kind of what you’re looking at. How do you get to those different layers? And it’s not something that happens immediately. If you start day one talking about the success stories of your success stories, that doesn’t really work. And some businesses aren’t ever going to lean towards that, where it’s actually possible. I think they are though. Let’s say for Kaelin’s business. She’s lost weight, she’s helped other people lose weight, but then the real impact is not that her people lost weight, now they’re better wives and better mothers, now they can serve more in the community, look at all the impact that they’re having. So it’s like, the impact of your clients is the next level. Anyway, there’s three levels deep of the attractive character. So for me, we gotta transition from Russell being the attractive character, to our students, our users, our customers being the attractive characters to the customers of our customers, are ultimately the attractive character. They are the fruits of this whole thing. Alright, so that’s the first thing I want to talk about. Now I want to step back one level. For me now, again, for the last 3 ½ almost 4 years it’s been Russell onstage talking about Clickfunnels, Clickfunnels, Clickfunnels, and this week, today in 3 ½ hours is the first time where we’ve done this. Kaelin Poulin is doing the Funnel Hacks webinar. It’s her telling her stories, her experience, her everything, but she’s selling my product at the end. So my success story is now becoming the attractive character, which is so exciting and so cool. And basically, I’m excited to see what she does. I gave her my slides and said, “Look, the offer has to stay the same, because it’s still the Funnel Hacks offer, that’s what we’re offering people, but you have the right to tell your own story, sell it how you would sell it.” So she’s been working for the last month and a half doing this and it’s going to be really fun to see her do it today. And if it works well, then I’m going to probably go to other one’s of my students and have them create presentations on their success stories, and then selling my offer. And hopefully, if we do one of these a month, over the next twelve months, we could have 12 of these, or 24 over the next 2 years, or who knows how many. But now it’s like, Russell and my presentation and my story becomes one of many different ways to sell. I’m one of many attractive characters inside of Clickfunnels. And that now, makes my business very sellable. Because if Russell disappears it doesn’t matter. We have 12 other people. We have Kaelin’s presentation that’s selling people, we have so and so’s presentation. We have other people, and that’s really the excitement and the magic for me. So I’m excited. This is the practical application of 3 ½ - 4 years of trying to brainstorm and think through how this is even possible. And I never knew until, it’s funny because I’ve told Kaelin 4 or 5 times, “Man, I wish you could be the attractive character for Clickfunnels. I wish you could be the pitch person.” And she always laughs. Then 2 months ago I was like, “Wait, what if you really were? What if we did something like this?” and we kind of put together a plan and idea, and Brandon and Kaelin were like, “Yes, we’re willing to do that.” I’m like, “That’s awesome.” So it’s going to be good for everybody. They get royalty on all the sales that happen through this webinar funnel, and through all future sales that come through it, so it’s a huge win for them. It’s a huge win for us, it gets a different angle, different attractive character, different person out there. And they can still focus on their business long term. They spent the time to develop this presentation and they’ll get paid on it for the rest of their lives. So it’s kind of a super cool win-win. Anyway, for you guys, start thinking about that. Start thinking about, obviously the first phase where you’re at, you need to double down on the attractive character, it’s important. Even if you’re like, you read some stupid business book where someone’s like, “If your face is the brand, you can never sell your company.” Just realize that person is not creative or unique, and they have no vision on how to actually change the world. So don’t listen to them, focus on the attractive character is important. It’s going help people have connection with you and with your brand, otherwise they’re going to be going based on features and they’re going to leave you when someone comes out with a better mousetrap. So that’s number one. Number two then, focus on helping people have as much success as humanly possible, so you can transition to them becoming the attractive characters. And then someday, training those people on how they can actually give a presentation. One thing that was not strategic but looking back now makes me seem like I’m a genius, is we’ve taught how many hundred thousand people how to do my presentation, how to do a perfect webinar, so it’s like, there are people we’ve developed that can do that. So find your success stories and then help them, train them to be able to give a presentation to sell your products and services through their lens, through their view. And then third, start focusing on the success stories of your success stories. That’s the third tier of this. And that’s when you’re focusing on the impact of your success stories. And that’s really the level, I think where you have to get the attractive character to really have the impact you want.  And obviously, like we said, someday if you did want to sell or step away from the business or whatever, it takes some pressure off your shoulders. So anyway, I’m excited, I’m pumped. This is the first application of this concept and we’re going to see how it goes today with Kaelin. She’s going to crush it, she’s amazing. She’s one of the best presenters, one of the best sales people I’ve ever seen, and she’s got such a good heart. You guys have heard her story. She’s changed 1.3 million womens lives. Who does that? It’s insanely cool. Her husband Brandon is just amazing as well. I’ve never seen somebody execute as consistently and as quickly and as perfectly as him. And it’s fun watching those two as a couple having so much success, and they deserve every minute. If anyone is ever like, “Oh they got lucky.” No, they’re insanely hard workers, insanely talented, they follow directions, they model, they’re able to put their own angles on things, their own spins, they improve everything they touch, and they are just amazing human beings. So I’m proud of them. This is like this really cool, unique culmination of the last 3 ½ - 4 years of their story and having them come back now and pitch and present the product that was the one that made them have all the success. So it’s amazing. Anyway, I hope you guys have an amazing day today. I cannot wait. Wish Kaelin luck, by the time you guys hear this, it will have already happened. But if you want to go see the presentation, I’m sure we’ll have a replay at ladybossmovement.com. Again, thanks for everything you guys and we’ll talk to you soon. Bye.

What I learned from WWF, Disney, and Marvel about creating your own universe, so you can better serve your customers. On this episode Russell talks about legends in marketing and wrestling that he has surpassed. He also explains why it is important to create a universe inside your company. Here are some super cool things you will hear in today’s episode: Why Russell has always looked up to both Dan Kennedy and Dan Gable, and why he feels like he has actually surpassed them. What it means to create a universe in your company and how some of Russell’s followers have been able to do it. And why you should be thinking about how to create a universe of your own for people to follow and get excited about. So listen here to find out how Russell has surpassed a few legends and how he’s been able to build his own universe inside of Clickfunnels. ---Transcript--- Hey, what’s up everybody? This is Russell Brunson, tonight on the Marketing Secrets podcast I want to talk to you about creating your very own universe. Hey everyone, I’m not sure if you listened to yesterday’s podcast but I recorded that like 5 minutes ago, and I’m still walking around the track and I just got excited about another idea that I want to share with you. So here we are. So today when I was at my kid’s field day, all day, boiling in the sun I was listening to Dan Kennedy and man, I just love listening to Dan Kennedy’s stuff. Of all the marketing, of all the people I study, he’s the one I most consistently go back to. So take that for what it’s worth, I don’t know why.  I think he is the most entertaining, he always stimulates my brain with these new ideas, thoughts, beliefs, and patterns, it’s really cool. One thing that was interesting, this is kind of a tangent, hope you don’t mind. It’s funny, you know when you learn about legends, and there’s this legend and you’re like, “Oh my gosh, this person is amazing.” After I gave Dan Kennedy, this huge, talked about how great he is, now I’m going to kind of tear him down accidentally. I don’t mean to, he’s still the man. But it’s so funny, for example in the wrestling world, the greatest wrestler, the legend is Dan Gable. He’s like the Michael Jordan of our sport. He went through high school and college and didn’t lose any match. And his last match his senior in college, he lost it. And then he became so obsessed with that he started training again and ended up three years later winning a gold medal in the Olympics, and what’s crazy about it is not a single person scored on him in the Olympics. In fact, before going to the Olympics the Russians were like, “We’re going to create an athlete specifically designed to beat Dan Gable.” They just wanted to beat the American’s so bad. That was the whole goal of the Russian team, “Let’s beat Dan Gable.” Which was crazy. And they, as legend goes Dan would work out for about 7 hours a day here in the states and then he’d have to go to bed at night. And then he knew as he was going to bed at night that the sun was rising in the Soviet Union, that the Russians were training and he couldn’t handle that, so he’d wake up at night and he’d go out and run at night because he didn’t want to be laying on his back sleeping while the Russians were training, which is so many cool metaphors. So Dan is the man, he is the legend, he is wrestling. But what’s interesting now, you fast forward, and I’m actually going to give Dan credit for this. So Dan brought his style of wrestling to Iowa, the Hawkeyes, made the Hawkeyes the dominant team forever and everyone rose up to the Hawkeye level.  And I look at wrestling today, it was built off the shoulders of Dan Gable. It’s pretty cool to watch. But the other day I went back and I watched some of Dan Gable’s wrestling matches, because now we have YouTube and everything is archived, it’s so cool. I’m watching Dan Gable’s wrestling match, again, the legend, the Michael Jordan of wrestling, the greatest of all time. I’m watching these matches, in fact, I watched the match he lost his senior year in college. I’m watching this match and I’m like, this feels like a high school JV wrestling match. The level that we compete at today as a country is insane. It’s way better. Most people nowadays could go back and would have competed against Gable and they would have destroyed him in his prime. But he was the legend and he pushed the sport forward and now you look at you know, fast forward however many, 40 years later and because of his influence this whole things has grown. But if you look at him pound for pound versus the dudes who win the NCA pound for pound, they would destroy Gable. It wouldn’t even be close. So I tell you this story because I had this funny thing. When I was learning the public speaking world, I studied Kennedy. Kennedy would tell these stories, him going to these Peter Lowe events, there’d be 20 thousand people in the stadium, they’d be selling stuff, and that’s where I got my inspiration. That’s where I started studying and learning and where I mastered stage presenting because I wanted to be like Dan Kennedy, which is insane. I studied him forever, and I studied all the people he trained. That’s my whole foundation of where Perfect Webinar and Expert Secrets book and all this stuff that I teach comes from. Fast forward to 3 or 4 months ago and I’m speaking at Grant Cardone’s 10x event and there’s 9 thousand people in the room. I remember thinking, I bet this is what it was like when Kennedy spoke at the old Peter Lowe events when there was 20 or 30 thousand people in the stadium. Can you imagine, they would do that once a month around different parts of the country. They were on these circuits and they were speaking and I was like, he must have made so much money. I did my pitch, made $3 million dollars in 90 minutes and I’m just like, I am experiencing a little bit of what Dan Kennedy experienced. And then what’s crazy, it’s so crazy. So I’m listening to him today in his training course and he’s talking about Peter Lowe events again, and I’m boom, pulled back a decade ago when I was first learning about stage presenting and all this stuff, and what was crazy, as he’s telling these stories and he’s talking about how much money he would make at a Peter Lowe event, he said, “We’d have 20 thousand people in the room, I knew exactly how much money I would make. I would average from a typical stage presentation in that room, I would walk away with $100,000 in my pocket.” I was like, “Wait, what?” which means he would make $250,000 or so, he’d get half of it, that’s the way the speaking world works. He’d walk away with 100,000 and take that home every single time. He’s like, “I’d speak twice a week, sometimes. But at least once a month, but I was making over a million bucks a year as a speaker.” I was like, “What?” This comes back to my Dan Gable. I’m like, “Dan Gable, if I would have lived when you lived and I was as good as I was today, I could have beat you at a wrestling match. I could have beat Dan Gable, the legend. How crazy is that.” Now I’m looking at this and I’m like, “Oh my gosh, I’ve literally beat the Dan Gable of the marketing world. I beat Dan Kennedy. I did more in 90 minutes than he did in an entire year at the Peter Lowe events, speaking at 20 thousand plus persons multiple times throughout the year.” Anyway, it just blew my mind. So that’s one of those weird things, but if you look at it like, if it wasn’t for Dan Kennedy’s influence on me and his influence on other speakers that I learned from, this whole thing, he evolved the entire thing to put it where it’s at today. But I bet you right now, especially after going back and looking at, recently Dan’s old presentations and old pitches, my guess is any of you guys that master the perfect webinar could out sell Dan without even blinking. In fact, I would bet a lot of money on that. So it’s fascinating. I don’t know why I went on that rant for the last 6 ½ minutes, but I thought it was interesting. So there you go. So let me praise Dan again now, because he is the man. I’m talking about both Dan Gable, in case he listens to this someday, and he’s like, “Russell, you’re a punk.” No Dan, you are the man. So please, all bow to the legend Dan Gable, you are the man, I love you. Same with Dan Kennedy, so I’m going to talk about Kennedy though. Like I just said, of all the guys that I study, it always comes back to him, he’s the one I study and learn from, I love it. In the course I was going through today, which is crazy, 5 hours of being out in the sun on 1 ½ times speed, which means I got like 8 hours of Kennedy smushed in my brain today, which was really, really fun. And a bunch of cool things wrapped around that I could share. I could do days worth of podcasts on the cool stuff I learned, but this is the one that was really, really fascinating. So he was talking about companies, and he spent a lot of time talking about Disney and about their enterprise and how Disney works. How it was created, how it was crafted, how they built these universes and inside there’s characters and there’s storylines and there’s all these things happening inside the context of this universe that Disney’s created. Then he started talking about Jim McMahon, the WWF, talking about this universe. There’s opponents and people and fans and merchandise, he built this entire universe. There’s good guys, there’s bad guys, and people want to live in and experience this universe. Then I started thinking about WWF, excuse me not WWF, the MMA. Looking at that whole world that Dana White created. It’s this whole universe. He started talking about other ones, he talked about Playboy and Penthouse, and Hustler. Anyway, from all sorts of aspects of life, from Disney to pornography and filth and everything in between. But he talked about these companies that are so big. He started talking about the net worth of these individuals. He talked about, I can’t remember exactly, the WWF dude, Jim McMahon, or whatever his name is. I think WWF does like 2 or 3 billion dollars a year and McMahon’s net worth is 500 million dollars or something crazy like that. He said the reason why he’s had so much success, the reason why these things live on beyond a product or anything is they created an entire universe. Inside that universe there’s all these things. There’s characters, there’s heroes, there’s villains, there’s storylines, there’s all this stuff, there’s merchandise, there’s all these things that have been created. Then he said, “You know, I’ve tried to create some portion of that here inside of GKIC.” and I started, again, started flashing back to a decade ago when I first got into GKIC world, which is Glazier Kennedy Inner Circle, and I joined Bill Glazier’s mastermind and I started going to Dan Kennedy events. I remember because I’d listen to all the CD’s ahead of time, and I would hear these stories about these people. The Ron LeGrand’s of the world, and Rory Fatt and I’m blanking off the top of my head all of these guys. John Alanis and all these people who are using Dan Kennedy style marketing. I remember listening to his tapes and I remember going to these events, this universe and I remember seeing these people I’d heard about. I heard them on CD’s and tapes and Dan talking about them. I remember meeting them and shaking their hands and being so awkward and so nervous and wanting to get autographs. I remember going there and buying Dan Kennedy t-shirts and courses. I was in this marketing, nerdy universe. I started thinking about that and I was like, “Oh my gosh.” Without really knowing pieces of it, and obviously I’ve known pieces of it, you’ve read Expert Secrets, I talked about creating a mass movement and trying to take people. But I was like, if you really look at this, I feel like inside of the Funnel Hacker movement, inside Clickfunnels. We’ve created a universe. And it’s not just, it’s multifaceted. I remember when Todd and I were first brainstorming on Clickfunnels, one thing he said, “I want to build something that creates a whole ecosystem of other companies around it. We kind of saw this a little bit with InfusionSoft, they didn’t really capitalize on it that well. But I want people who’s full time jobs are using Clickfunnels to help businesses.” It’s funny, we were, I was speaking at this government thing, you guys probably heard the episode a couple of podcasts back. But before that, I was trying to figure out, how many jobs have been created inside the Clickfunnels universe? I was like, you know what, as of today we’re at 64 or 65 thousand members, let’s just say each of those entrepreneurs are using Clickfunnels, it becomes a job. So 65 thousand jobs right there. But the average company has anywhere from 3 to 30 employees, so let’s say 3, so it’s conservative. So 60 thousand turns into 100 thousand. And then you think about the other businesses that have popped up. The agencies, the designers and the freelancers, and the copywriters, and the customer support. All these other sub-jobs that come. And then you look at when somebody, when we sell t-shirts, there’s the entire t-shirt company, there’s all those jobs that are created. When we’re selling physical products, books, CD’s….When I do a bestselling book, it’s not just me that makes money on that. There are the publishers, the printers. We were trying to do the math and we got to about half a million jobs conservatively created because Clickfunnels is a thing. Half a million jobs and probably more than that, but that’s what we were able to draw a line to as we were doing our low case estimates. So it’s probably more than that. So in this universe it’s created half a million jobs. Inside of it there are heroes. I look at, you know, people I talk about all the time, speakers at Funnel Hacking Live, the stories I tell on my podcasts, and my Facebook Lives and my different places. These people become heroes, and then besides heroes there’s villains. I remember, if you guys watched the book launch last year, we had Julie Stoian who is like the hero and Dan Henry who is like the villain, and there’s fighting back and forth and there’s things happening. It’s just crazy. You come to our events and we’ve literally done two comic book animated videos at the events. We’ve got t-shirts that everybody buys, we have people right now who will only where Clickfunnels clothes. We have our swag store coming out where we have socks and watches and hats and coats and merchandise. Anyway, it’s fascinating because, I always tell people this and you’ve probably heard me talk about this, the hardest part is seeing the pattern, but as soon as you see the pattern and you’re aware of it, then it’s like, “Oh my gosh, now I see the pattern, now I can amplify it.” So now that I’m aware that my job is to create this universe, it’s like, wow how do I actually create this universe? How do I create super heroes? If you’re at the Funnel Hacking Live event when Kaelin Poulin got onstage she talked about how you have to give your customers an identity shift. You’re shifting their identity and you’re bringing them into your universe. They’re coming to this universe to have a whole new identity. And then what she said was so cool. They make millions of dollars of their swag drops. Twice a month they do swag drops, they sell clothing, and they said the swag drops, the clothing is like giving a cape to a super hero. They’ve had an identity shift and now you’re giving them a super hero cape and now they are a part of this person. I was like, oh my gosh. That’s what we’re doing, we’re bringing people in this universe to give them an identity shift. We’re giving them a cape in clothing, we’re giving them a name, a place to belong, and it’s just excited. Anyway, I shared that with you because today as I was sitting there in the heat listening to him talk about these companies and the universes that have been created, that people were plugging into, that is the new vision, that’s the pattern. Now that I’m aware of it, it’s like, how can I amplify it? What else can I do? What did WWF do to build their universe? What did Marvel do? What has DC done? What has Disneyland done? Now it’s time to start studying these companies that have built these universes and try to replicate and figure out what they’re doing. So that’s the next thing I’m going to be geeking out on. So I just wanted to share with you guys, so hopefully you guys can start that journey with me. It’s been fun. One of the cool side benefits or side effects of me being in this role of the chief cheerleader of Clickfunnels is I get to share these thoughts I have and I get to test them out on our community. And then I get to see people who are grabbing onto them and implementing the same stuff. It’s fascinating. When we started this whole Funnel Hacker movement and I was like, I think I’m onto something. It was like an inner circle meeting where I shared it and Brandon and Kaelin were there, and Kaelin’s company at the time, Brandon and Kaelin’s company, it was Tuelle Time Fitness, which was Kaelin’s maiden name. And after talking about the Funnel Hacker movement, people need to self identify with the cause and the movement. And she was like, “Oh my gosh, no one is ever going to self identify with my last name.” So on the flight home she sat there, “I gotta change everything.” And they had a million dollar business and they still were like, “We have to change everything, if we’re going to actually take this to the next level we have to shift our branding, our name, everything.” Which is crazy. I guarantee 99% of people, if they would have heard me in that same room they would have been like, “Nope, my brand is good. People know who I am.” Instead they’re like, “No, if we want to get to the next level, we have to change everything.” So they went and changed, on the flight home she renamed it, she landed and voxed me like, “Russell, it’s Lady Boss Weight Loss, we’re starting our movement.” I’m like, “What? You changed?” “Yep, we’re deleting everything, we’re changing everything. We’re on.” And boom, within weeks the whole thing was moved over and it was launched and it was rocking and rolling, which is just insane. They’re doing stuff, and they’re pushing the edge, they’re teaching me stuff now. I’m like, oh my gosh. This is so cool. I look at Alison Prince came into our world a little over a year ago. Some of you guys know she spoke at Funnel Hacking Live this year, and same type of thing. We’re talking about these movements and talking about Lady Boss, and she was like, “Well how do I create my own movement, my own universe, my own whatever you want to call it?” So she created one called The Because I Can Clan. Why do you call it that? Because I can. Why do we do this? Because I can. She’s like, “I want to create people that have the ability to do whatever they want in life because they can. I don’t want people that can’t do that.” So she created this movement called the Because I can Clan. And now she’s doing it and she’s taking this and building a whole community and she’s made millions of dollars now inside of her business, but she’s building a movement and people are having success with it, and it comes back to this whole concept of because I can. And now she’s doing this and I’m able to watch what she’s doing. I’m like, all these things I’m learning back from her, because she’s taken this idea. So in case you’re wondering, why does Russell share all this random stuff that he’s thinking about? It’s because I love it when I share it and I see you guys implement as well. Because we all have different perspective on it. When I hear universe, I think of one thing, you hear something else. The way I implement is going to be different than the way you implement. So please take this stuff and implement it, if you’ve got a business. If you don’t have a business yet, listen to yesterday’s episode and let’s get something up and cranking for you so then you can start geeking out and going deeper on these things. But if you’ve got something happening, start thinking about this. This is a world we create. You think about just the comic books, DC and Marvel. Think about how many movies are in that franchise and what’s happening, it’s been fun to watch. I  was never a comic book guy growing up, but man, I’ve been obsessed with the movies because it’s so fun to see what they’ve done inside these universes and how they bring all the characters together. It’s exciting, there’s a lot to learn from it, that we can apply back to our businesses. Alright guys, with that said, this is one of my longer podcasts. I didn’t know what I was going to talk about and I got excited. There you go. Appreciate you all, you guys. Now it’s time to start crafting and creating your own universes. With that said, appreciate you. If you love this podcast or get anything from it, please go to iTunes and subscribe. We’re going to be doing a lot of new stuff here in the very near future, with the new channel and I’m excited and would love to have your guys’ feedback. Appreciate you all, have an amazing day, night, where you are in the world, and we’ll talk to you soon.

  Click above to listen in iTunes... I've come to know and be increasingly amazed by Dana. His knowledge and skillset never ending and very impressive. Dive into this episode with notes to learn how he's using the Dream 100... What's going on everyone, this is Steve Larsen, and you're listening to Sales Funnel Radio. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business. The real question is how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio. How's it going everyone, I am super excited for today. I have a very special guest on. Please go stop whatever else you're doing. Again this is another one. Take a piece of paper out, write down notes, write down inspiring things that come to you. This is the kind of episode that not just has the ability to teach you a lot, but have a direct impact on the thickness of your wallet. I'm very excited for our guest today. I have known him for quite some time. I'm always extremely impressed with everything that he does. I want to welcome to the show, Dana Derricks. How you doing man? Dana Derricks: What's up man? Hey, thanks for having me. And for anybody that's listening, if you're in your car, pull over, put your hazards on. Just stop what you're doing. Tell your dog to go away. Your about to get hit with some gold here. Steve Larsen: This is awesome stuff. Thanks for being on. Anyway, I've been just been super impressed with you. I think honestly the first time we met though was we were redoing the homepage of ClickFunnels and Russel's like ... I remember I came in one day and Russel was like ... He was like, "Hey man. Dude I got Dana Derricks man. He's going to come on over and he's going to help us rewrite the entire, all the copy for ClickFunnels' homepage." And I was like, "Cool. Wait, who's this?" "He's the goat farmer." I was like, "Wait there's a guy ... There's a goat farmer who's an internet marketer?" He's like, "Yeah yeah yeah yeah." And then you came out and you showed up, and you had overalls and like, sweet straw farmer hats. And I was like, "This guys is the man." And like ever since then I've just been diving into your stuff. I'm super impressed with what you do. Dana Derricks: Dude, thanks man. I'm glad I have one fan. Steve Larsen: Whatever. Dana Derricks: No, that was so much fun and don't forget what ... By the end of that trip, what did you end up wearing home? Steve Larsen: Oh yeah. Oh yeah. So he came in one day, just so everyone on the show ... He came in one day, it was one of the last days, and he had a full chicken suit costume for me. What was ... You gave Dave a massive bear. Russell had ... He was the gorilla right? Dana Derricks: Yeah. Russell was a gorilla, Dave was a bear, you were the chicken. Steve Larsen: That's right. And I thought that it'd be funny to ride that on my motorcycle home. So I did. And we'll put that - Dana Derricks: And... Steve Larsen: In the show notes. Dana Derricks: Yeah. Please. And can we put the picture? Can we dig up the picture too? Steve Larsen: Yeah. I'll go find the picture. I'm just writing that down. Dana Derricks: Oh man. So good. Steve Larsen: Chicken. Dana Derricks: Such a good sport everybody. Steve Larsen, everybody. Steve Larsen: Oh thanks man. Appreciate it. Well hey, just so ... If you guys don't know, if you're not aware, Dana Derricks is one of the, I would say foremost experts on this whole concept that I feel like is extremely kind of gray, cloudy. A lot of people don't understand it, but it's this whole thing around the Dream 100 and how to actually implement it.   And I mean you literally wrote a book on it right? And when did that come out? Dana Derricks: When did the book come out? Steve Larsen: Yeah yeah. Dana Derricks: I think it's been out for about eight months. So probably about towards the end of last, of 2017. Steve Larsen: Okay cool. Now before, before you were doing Dream 100 ... So I mean, first of all, how did you become an advocate of Dream 100? How did you start doing it yourself? Was it ... I mean, I know the story, but for everyone else who's listening, like how does a goat farmer who's also a copywriter, who's also an internet marketer overall product creator, go directly into Dream 100 stuff as well? Could you give us a little backstory there? Dana Derricks: I know. Everybody at this point is probably thinking, "Stephen, what is wrong with you? Where did you find this guy?" Steve Larsen: "Who is this guy?" Dana Derricks: Yeah. "What's happening?" So yeah. So I guess a little bit of a backstory that got me into the Dream 100 was I'm the type of guy that's going to try everything, and then figure out what works and what doesn't. And when I figure out something doesn't work, I just keep moving. Like, so I always say like honestly, there's two things about me that work well. Like, number one I'm too dumb to overthink things so I don't get paralyzed by that. And then number two, for every ten things I try, one of them works and I'm thrilled. Like I'm so grateful for the other nine that didn't work so that I could get those out of the way to find the one that did. Right? So like for me, like I look at like major league baseball right? The best in the world, on the planet, go up to the plate and they end up getting a base hit or you know a single, double, triple home run only three out of ten times. Right? Like nobody goes over four out of ten. So what's happening the other seven out of ten times? They're striking out. They're hitting the ball and getting it caught. Like bad stuff's happening almost over two thirds of the time. Yet like, us in business we go and try one thing, we step up to the plate and we expect to hit a home run, and then when we don't we're like devastated and never want to step up to the plate again. So for me, I was not ... I wish I could share this amazing story of how I fell in love with the Dream 100, and it was this love story. But reality is dude, I tried everything. So back in the days of Google SEO, like, Google AdWords, and then YouTube, and then Facebook, and then like all these things I tried and tried and tried, and it just like, it sucked and I failed. I kept failing, and failing, and then I realized, "Wait a minute." I was already doing the Dream 100 before I even knew what it was, and that was the only thing that ever worked for me. So that's why I got obsessed, doubled down, wrote a book about it, and all that other good stuff. Steve Larsen: I mean, how did you first find out about it though? Was it straight from Chet Holmes course, from Russel's stuff, from ... Where'd you learn about it? Dana Derricks: Yes. So I actually first figured it out through Russell. I think he had something ... One of his things was like the lost chapter on the Dream 100, and he just kind of described what it was, and then he was talking about Chet and I was like, "Oh man. I have sifted through many stacks of hay looking for this needle, and I finally found it." And then I grabbed Chet's trainings and it was like game over from there... Steve Larsen: So what ended up happening. I mean you read this thing, and you go start implementing. Like what did you do first? Because there's a lot of ... I feel like there's just a ton of misconceptions. Everyone thinks it has to be this package, or it has to be this ... I don't know. I think we all over complicate it a bit. Like what did you end up go doing? Dana Derricks: Totally. So well, the first that I think everybody thinks when they first learn about the Dream 100 is, "Oh my gosh, I've already kind of been doing that. Right? I didn't realize it." So for me, the big epiphany immediately was, "Holy crap." So for those that don't know my story, I grew up in a town of, I kid you not, 512 people. Steve Larsen: Oh no way. Dana Derricks: Yeah. My graduating class was 30 and we had a big class. Steve Larsen: Wow. Cool. Dana Derricks: Yeah. So my life growing up, because we didn't have a movie theater, we didn't have a grocery store in town. We had nothing. We had a bunch of cows and not even a goat. Like what the heck? Right? So football was our life, and I love football so much that I didn't want to stop playing after high school. I wanted to play in college. And nobody from my school, or area for that matter, played in college or did anything after high school. Like it was just, like we're too small. Nobody knows about it. Like it's not for real. So I'm like, "Screw that." So none of my coaches ever played college football. They don't know how to help with recruiting and all this. So I'm like, "Screw that. I'm going to do it myself then." And basically what I did is I created these ... Well first I started with ... I printed out a list of 40 schools that I potentially wanted to play football for. And then I made a packet for each school, like literally a box, and in it had like the highlight tape, a letter of recommendation from a coach, a personalized letter addressed to the coach that I was sending it to, all this stuff right. And I mailed all 40. And I was like, "All right, sweet. Let's see what happens." Two weeks goes by nothing. I'm like, "Wow that was a waste of time." Third week, I get called to the principal's office which for me is not a good thing. Like, "Oh man. What did I do?" I go in there and there's a football coach in there, and I'm like, "Whoa." He's like, "Are you Dana," and I'm like, "Yeah. Who are you?" He's like, "I'm Coach so and so." And he's like, "I'm here to recruit you." And I'm like, "What? You're here to recruit me? You came all the way to my town?" He's like, "Yeah," and then day or two goes by and then I get called back in and suddenly there's two coaches in there from two different schools at the same time. And I'm like, "Oh my gosh." And I remember like ... Yeah. Like my principal pulled me aside and he's like, "Dana when is this going to stop. It's really disruptive." I'm like, "I'm sorry Mr.C, it's like a broken fire hose. I can't do anything." So long story short, because of the Dream 100, I didn't even realize what it was at the time, I ended up getting a pretty major football scholarship, and I'm the only person in the history of my school that's ever gotten any sort of athletic scholarship, and it's 100% thanks to the Dream 100. So that's like the first emotion you go through I think when you learn about the Dream 100 is like, "Oh my gosh. Why didn't I know about this sooner? I was already doing it." You know? And then it turns into, "How do I now leverage the crap out of this in what I'm doing today here and now?" Right? So what I did, just really quick, was I wrote out a list of my Dream 100 right then and there and I remember, I'll never forget, Russell was at the top of my list and I looked at it ... This was not that long ago either. This was only a couple years ago. I looked at it, I'm like, "There's no way that I could ever get that guy to ever pay attention to me or do anything with me." Right? And I erased it. I literally erased it, and then I was like, "Oh maybe." Right? "YOLO." So I put it back up on the side of the list, like with an asterisk. And I'm like, "Eh. Maybe." Right? And then fast forward like couple years, and then I go up, get to meet you and hang out with Russell, and speak at a Funnel Hacking Live, and all this other crazy stuff, and it's all 100% thanks to the Dream 100. Steve Larsen: So for everyone else also, before we started this Dana is an amazing copywriter. He's amazing and Dream 100, and between those two topics I asked him, I was like, "Which one do you want to talk about?" And he said, "Which one do you want to talk about?" I said, "Which one gets you the most frustrated and mad?" And he immediately said, "Dream 100." Why is that? Before we dive into some how you actually put this together, how come the Dream 100 gets you most ticked off compared to copywriting which is also very important? Dana Derricks: I love this question. So for me it's because I feel like it's sort of a tragedy that most ... Every single business isn't ... Like first of all that everybody just doesn't know about it, number one. And then every single business or entrepreneur isn't using it. Like to me that is such a tragedy. And for some reason, like I still don't know why. For some reason when people think of traffic and getting people into their funnels or eyeballs on their offers, or whatever, they instantly think, "Oh Facebook ads. I need Facebook ads." And for some reason, like that apparently is the only traffic source in the world. Right? Like, it's just this crazy misconception and the reality is is the Dream 100 is a much ... How do I want to say it? It's a much more sustainable approach because it will never go away. It worked 50 years ago, it works now, it'll work 50 years from now. And it also ... It's free. I mean it's targeted eyeballs on your stuff for free. And it's all about ... It's really not that difficult. It's just building relationships with people. So that ... I guess that fires me up is like why everybody thinks they need to have Facebook ads or whatever else when they could be using the Dream 100 instead. Steve Larsen: Yeah, I feel like maybe that is part of the issue though is like, most internet marketers now are ... We're just spoiled. I mean before Facebook days, I mean how did everyone get the traffic that they needed. It's exactly what you're talking about right now and I feel like that's ... Not that Facebook's a bad thing, but I don't know how to drive ads. Like I don't want to go learn that stuff. I feel like Dream 100 is so much more long term sustainable, higher leverage sources of eyeballs than going and ... Anyway. And learning that stuff. So you mentioned real fast, you said, "Okay. I went and I ..." It's funny because Russell was number one on mine also, and I was like, "Eh, we'll see. I don't know." How did you make your list? I feel like that's the ... Do you feel like that's the reason people actually never do this? Like one of the choke points? Or how do you actually put it together? Dana Derricks: I think that's a big one. And that's probably the most common question I'm asked when I'm talking about it. Yeah. It's like, "Who was my Dream 100? Who was it?" And I'm like, "Well ..." So finally I came up with a very simplistic equation I can give you and your listeners if you want it. Steve Larsen: Yeah. I'd love that. Dana Derricks: So basically it starts ... It doesn't start with your Dream 100, it starts with you and then your customer avatar. So it's literally this simple. Who is your customer avatar? And that to me is a function of who do you want, as well as who do you not want? So it's who you want, minus who you don't want, equals your customer avatar. Right? And then so I've got my customer avatar, because if you don't have that then the Dream 100 is a very complex, difficult thing because you don't know. Right? So all right. The next question is, where are your customer avatar? Like where do they hang out? Right? Is it certain Facebook groups? Is it associations they're in? Is it ... Are they buying the same book? Are they all subscribed to the same software? Do they listen to the same podcast? Like if you can figure out who your avatar is, figuring out where they are is not that hard, and then wherever they are, whoever owns and controls the group that they're in, the groups I should say, or the audiences, that right there is your Dream 100. Steve Larsen: Interesting. So you go from your customer avatar meaning who you want and don't want, and then you go from where they are, and then who already has them. Dana Derricks: Exactly. Boom. Done. Steve Larsen: Who has them. I'm just taking notes. Dana Derricks: Sure. Steve Larsen: Who has them. Okay, so then from that point, like ... So I'm just ... From when I've launched a lot of stuff and I've got Dream 100 stuff all over my office right now. What ... Huge believer. Huge believer. So I'm excited I get to - Dana Derricks: Yeah man... Steve Larsen: I feel like ... I mean I like to sit down and start creating somewhat of a campaign for each one of these people with a blend of personalization, but also my ability to do it kind of en masse. You know what I mean? To each one of these people. I don't know if that makes sense. But what do you do next to actually get a hold of them? Are you going one by one for each of them? Are you doing something mass that kind of blankets all 100? Dana Derricks: Great questions. So I actually, gosh this is just a little bit off topic but it helps to kind of illustrate this. So how build my system around what's working is I do everything the hardest, longest way possible and then that becomes my system. So for example, if I launch a new offer for something, like if I have a ... If I come out with a new $2000 book right? I will find the person who is absolutely unqualified to buy it, who might want it, but who's totally ... Like for example, maybe they're totally broke. Right? And I will literally go through and answer every single question for them, and have 1500 back and forths if I have to, to then have basically, after the point of first contact to the point where they actually buy the thing, which is like a humongously long duration of time and effort. That is my system. Right? So that is now my system because very single objection basically has already been taken care of, and those are now all scripts that I can use for the next person. So I do the basically ... That's how I look at everything. So for my Dream 100, like let's say I have a target. And I'll use more of a short term target. So like a smaller kind of, more accessible one. Because Russell, that's a long term play. Right? But like a smaller one that you could start the conversation with already is like ... You definitely have the elements of personalization, so figuring out ... And this all comes obviously from ... So for those of you that are Dream 100'ing Stephen, you're in the right place because listening to his podcast is a great way to get his attention and get to know him, and the second secret sauce I'll tell you is, buy all of his stuff. Okay? So there's a correlation usually between how much access you get to someone, and how much money you've spent with them. So - Steve Larsen: That is fascinating actually. Dana Derricks: Right? Steve Larsen: Man. You say too much good stuff man. You got to slow down. I can't write that fast. Dana Derricks: Yeah. So for me it's like, I'll just pick ... So when you're starting out, it's really critically important to just pick one that isn't years down the road, so don't go after Tony Robbins on your first one. But also don't go after somebody that is already in your network that you could get a yes from without even having to go through all the hoops of all the other stuff right? And then just figure out what it is that can just showcase to them that you care about what they say, and you listen, and you consume their stuff, and you buy their stuff. Right? So I've had people ... I learned this myself, they're like, "Well are you ..." I wanted to partner with software companies before and they asked, "Well are you a subscriber of the software?" And I'm like, "Good question." Right? Like, "I should probably get an account and get to know it really well before I should expect them to want to do anything with me." Right? So that's the beginning. If you're not already doing that, then it's going to be really really difficult. But once you are, then ... Because it's like you're part of the community right? And - Steve Larsen: It's funny that ... There's a few times I've tried to reach out, or someone reached out to me, and they're like, "How do I learn this?" I'm like, "You serious? I have a course on this." They're like ... You know there's been times when ... Anyway. I don't know how else to say yes, amen, ahh, little hallelujah, lights coming down. What he's saying right now, please visualize bright shiny objects and things in the sky because that is so gold. Dana Derricks: That's funny man. But yeah, like if you think about it, makes total sense too. Like, if you're already ... And the other ... To take that a step further, is if you can contribute value to their community, right? So like for me with Russell, I have intentionally ... I don't ... I love helping people, but like I'm not getting paid and I'll go into the ClickFunnels community, the Facebook group or whatever, and I just go help people. I'm not there, I don't have an agenda. I don't have ... I'm not selling them. I'm just going in there and helping. So if they have a question to something that I know the answer to, I'll spend five, ten minutes helping them. Steve Larsen: Which you're so good at man. I've seen you pop around all over the place doing that. Like I watch you do that all the time. You're such a ... Ah, it's awesome. Okay cool. Yeah. Dana Derricks: Thanks man. Well hey, see I'm glad somebody notices. Steve Larsen: I do man. Yeah I turn back around I'm like, "Man this group doesn't even ... It's not even active anymore. Or this." I'm like, "Man, Dana wrote a long incredible response to that. This is cool. He spent a lot of time on this." Dana Derricks: So yeah. Because if you think about it, who's the perfect person for a guy like Russell to put on stage at his live event? Somebody that the community already knows, likes, and trusts. Right? Somebody that has invested in him and what he's building. And then, not only like monetarily. Yeah I gave him a lot of money to get into his inner circle, right? But also like, I spend quite a bit of time, and energy, and effort on helping his people for free. I don't ask for anything in return you know? So it's like ... That's a deadly combination for anybody to ... How can you say no? Right? Steve Larsen: Right. Oh interesting. Dana Derricks: So if somebody's saying no to you, ask yourself those three things. Am I already buying their stuff and consuming their stuff, and in the community? Am I contributing to the community? And have I ... What was the last one? Oh. I think, have I given them a lot of money? Steve Larsen: Yeah. Yeah. That's awesome. Okay okay. So once ... Let's say ... Let's say ... Right. Because there was some point when Russell's like, "Wow. I'm now aware of Dana," and you realize that he is. How do you move forward? I feel like that's one of the other major questions kind of from the community that happens. They'll be like, "What do I say to him next?" You know, "When do I drop, 'Hey we need stuff?'" What's the steps forward after you've gotten their attention? Dana Derricks: This is like the second most frequently asked question is like, "I don't know what to say to him" or "I just feel like ..." Whatever. And I'll share quick like ... So Lady Boss, Brandon and Kaelin Poulin, amazing human beings, I work with them. They're in my intensive I call it. It's kind of like a course mastermind blend. And they build a $10 million company off of paid ads. And I'm just thinking to myself, "Holy crap. If I could make $10 off paid ads I'd be thrilled," right? And they're like, "We should probably try this Dream 100 thing." And I'm like, "Yeah you probably should. Good idea." So three days before Funnel Hacking Live, Brandon the action taker he is, he enrolled in my course and then he's like, "You know what? I got a guy I think I'm going to put in this spot." So because they're a big company, they can just by having a full-time affiliate partnership management person. Right? So he ends up being Brandon's brother, and his name's Jeff. He's awesome. And Jeff asked me three days before the event this exact question right? Because Kaelin was going to be on stage, which is an amazing opportunity for people to know Lady Boss, and I'm sure there are people in the sea of the 3000 plus that they could potentially work with somehow right? Or they know somebody that they could. So Jeff's like, "Dana," he's like, "I'm really new to this. What do I say to people?" And I'm like, "Jeff, this is the only thing you have to make sure you say. Everything else just be yourself, but this is what you have to say. Before you end any conversation, just ask the question, 'How can we help each other?'" That's it. If you can just get that question out there, they may not have the answer immediately, but at least it gets their mind going, and number one it like tells them what your agenda is. It's not, "Hey can you do Lady Boss?" No. It's like, "Hey. We want to help each other," and that's kind of how it was for me as well with Russell is I got on his radar, and then you know it's like, "How can I help you with what you're doing? How can I help ClickFunnels?" Right? And then that's how it came to, "Hey. You could probably help me by coming out here and knocking this copy for the homepage." Right? So a really long winded way of saying like, if you can just always have that question in your mind, "How can we help each other," then it just takes care of the rest. Steve Larsen: You know, it's interesting, with that approach, which I absolutely love because it comes from a place of friendship, and adding value, I mean you think about Dream 100 ... I mean, doing that 100 times, I mean it's easy to see how ... You easily could have a full-time position with somebody just doing that alone. Managing those relationships, working on the next pieces. Is there ever ... What's the point in the relationship after you've been adding value, because I'm sure it's different for everybody. We're all different, but is there a time where ... Because some of them probably come up and go, "Hey. Let me promote your stuff." But then there's probably other times you have to come back out and say, "Oh my gosh, he's not getting it, or maybe I do have to be a little more forward." Like how do you approach somebody and say that without sounding ... After you've given value, they know you're there, they know you're there to help, you've clearly developed a relationship. What's the way that you approach them and say, "Promote my stuff?" Dana Derricks: Love it. So I basically relate it to marriage. So me personally I would never get down on a knee if I didn't know the gal was going to say yes. I just don't want to be the next YouTube marriage proposal fail video. Right? Steve Larsen: Which are great to watch. Dana Derricks: Oh yeah. As a viewer. Yeah. So I look at it the same way as like ... Like I ask myself, "Have I built up enough goodwill with this person," whether that's buying their stuff, consuming their stuff, being in their community, contributing to their community, or whatever. Contributing directly to them. "Have I done enough of that for them to say yes to what I'm going to ask?" And if the answer isn't a clear yes, I just keep giving value. And usually for me, it's get to the point where people will ask me, "How can I help you?" Like all the time. That's one of the most common asked questions I have is from people just when I see them at events and stuff, and it's like, "How can we help you?" And then I'm like, "Hm. Well let me think about that for a second..." And then it's just the perfect ... So that's the thing is like, can you confidently say yes you've built enough goodwill up for them to say yes. And then number two, if not just continue to give them more value somehow. Steve Larsen: That makes total sense. Okay okay. So we've gone through ... Okay. Gone through how you make the list, psychology of ... I love your approach by the way. That is just pure gold. Choose the hardest way possible because that becomes a system. That way all the objections popup and you can address those in scripts. Things like that. Just brilliant. How to actually ... What do you do with the Dream 100 next? How can we help each other? On to promoting. Okay. You are notoriously known in the inner circle, in pretty much everywhere who's ever come in contact with you, for your incredible packages that you do send. Dana Derricks: Oh man. Steve Larsen: Could you talk a little bit about the way that you do that? I know that Dream 100 itself is not packages, but obviously that is a strategy and a method. Could you tell us a little bit about what it is that you're sending out and what you're working through as you go through each person? Because I've heard some pretty amazing stuff get sent around from you. Dana Derricks: Oh man. Well do I have your address? I'll have to get it. So yeah. Russell talks about ... Because somebody asked him this once, and he had a great response. He said that he likes to theme things. And I didn't even realize that I was doing it, but he mentioned me as well. But he does superheroes. You know. So that kind of takes some of the question out of what you should be sending is if you can latch onto a theme. So for me, obviously goats. So I've got ... Let's see if I have one. Oh I must have sent it out. Oh no I have one. Hold on, wait for it. Steve Larsen: Is that the screaming goat thing? Dana Derricks: That's the screaming goat. Steve Larsen: Nice. Dana Derricks: Oh I got to get you one man. Oh my gosh. That's the best way to crush any awkward silence ever right there. Steve Larsen: Just play that. Dana Derricks: Yeah. So my stuff is really goat related. And then the other thing that I look at is ... And the other thing, if you're creative you don't have to spend a lot of money. I know that's a concern for people, and at the end of the day though this stuff is so valuable, as soon as you get one, yes everything's paid for. So I keep that in the back of my mind. That keeps me going. But as far as like making it stand out and be cool, because I get stuff ... People send me stuff and I hope ... I don't care if they're listening or not. Steve Larsen: It's a lesson. It's a lesson. We're all good. Dana Derricks: Yeah. Like I love you guys. Keep sending me stuff. There is a difference though between something that somebody personally put together in a box, and somebody that just sends me a gift from Amazon with like a gift card, or the typed out thing from Amazon. Like both are cool, and you doing just the Amazon thing is better than 99% of people. But like there's something to be said about that hand touch and stuff. So for me like, I guess my creativity comes out because one of the things I sent to everybody in the inner circle that kind of got everybody kind of, I don't know, in a frenzy was - Steve Larsen: Yeah.. Dana Derricks: Yeah. Was a wizard stick. So long story short, my dad lives in Texas, I'm in Wisconsin and I like to send to his Christmas gifts. So a couple years ago I bought this weird like weed puller thing where it's like you don't have to bend over to pull weeds out. It's like ... You know what I'm talking about? Steve Larsen: Yeah yeah. Totally. Dana Derricks: And I open it up from Amazon or whatever, and then I forgot. Threw the box away and then I was like, "Oh man. It's like 4:50 PM on a Friday. I need to get this out to my dad." So I went to the post office and I'm like, "Do you have a box that this would maybe fit in?" And they're like, "No not at all." And I'm like, "Oh crap." But he's like, the post master was like, "But we could send it like that." I'm like, "What?" He's like, "Yeah." Like picture basically like a shovel. Essentially a shovel. He's like, "We could send it just like that." I'm like, "Wait what? You don't have to put in a box?" He's like, "No." So basically, picture the shovel. They just printed off the label, and then like stuck it to the handle of the shovel, and then the shovel got sent in the mail just like that. Like no box. And so I'm like, "Huh. You don't have to put things in boxes. That's amazing." So I sent out these wizard staffs or whatever, and I zip tied a wizard hat on top, and didn't put it in a box, and all these sticks essentially showed up at people's mailboxes and it was just this big crazy viral thing. And stuff like that that's just way more memorable and exciting when stuff like that shows up than just a box from Amazon. You know? Steve Larsen: Yeah. Yeah yeah yeah. Let's say ... Okay. So I've identified my Dream 100, I've contributed some things to the community, I really want to do things to grab their attention, what are some of the ... I mean, how much money are you spending on each one of these packages? You mentioned it could be cheap, and sometimes that's better, but how much money per package do you expect, or ... I guess that's the question. How much money do you expect to be spending on each one of them? Dana Derricks: If I can keep it under ... So depends on the target too. I segment my Dream 100 with A, B, and C. Steve Larsen: Oh really? Dana Derricks: Yeah. A is being like the top, B is being like middle, and then C is being like quick wins. Reason for that is because another things that people ask is like, "Well how high should I shoot?" And if you have all like, Russell, Gary V., Grant Cardone's on your list, like it's not that it won't happen, it's just that's not going to happen any time soon. You know? So I learned an expensive lesson from my football scholarship. And that was I ended up playing in a division two school, which they still give great football scholarships, and mine was a huge one, but wasn't a D one school because I listened to the doubt in my head that I was never good enough to play D one so I didn't even print off any D one schools. I really regret that to this day. So I just had B's on the list. And so if I'm looking at ... Typically for a B campaign, or even some C's, if I can keep my packages between $20 and $40 a piece, I'm pretty happy with that. But again, there come ... It comes with like, pretty relentless followup. Because if you just sent the box to somebody, good luck. But you got to do more than that. You know? Steve Larsen: Right. Right right. Followup process. What does your followup process typically look like? Dana Derricks: Oh man. So - Steve Larsen: Because you're a beast at this man. I'm pumped to hear this. Dana Derricks: It's very extensive. So ... Oh man. Do you want the whole ... Not like the whole thing, but do you want to know the extent I go? Steve Larsen: Yeah, totally. I do. Because I feel like what people do is, let's say I go put the package together, I go to the mailbox, I drop the thing off. Boom. I've now done Dream 100. You know? That's kind of it, and people kind of like rinse their hands. "Yes, I get my success cookie for the day." But it's really not over... Dana Derricks: No. It's just beginning. Steve Larsen: You're brilliant at this part. I'm so pumped. Dana Derricks: Thanks man. So that's like ... If you're running a marathon, that's the gun that just started the marathon. But you can go home with your marathon number on, and you've dressed up, and congrats you participated, but you didn't finish. Right? So for me it's like, I'll send them ... For me really the lumpy mail is permission to follow up with them. That's all it is. Because if I send somebody a gift card, or I don't care, wizard stick in the mail, like I have the right to follow up with you now. Right? I've spent money, invested time and money into you, now you don't have to work with me, or say yes to what I'm asking, but you do have to reply. Like that's the decent thing to do. So I will then send them an email followup, and it's never like, "Hey did you get my email?" Like have you ever had somebody message you 17 times on 17 platforms saying, "Did you see my email?" Steve Larsen: Yeah. "I called you. I called you. I called you. I called you." You're like, "Oh my. I know. I saw it, okay?" Dana Derricks: Dude. Yeah. Like we saw it. Like - Steve Larsen: It drives me nuts. Dana Derricks: Right. But if it's like, "Hey did you see the package I sent?" That's a different ball game. That's like, "Whoa you spent money on me, and you took the time and energy to cut through and go to me in the mail." Right? So I'm always like, "Hey did you get the box yet that I sent," or whatever. And I'm not like ... I'm never annoying about it because like, I'll look at the tracking and make sure the thing was delivered before I'm like, "Hey did you get the box?" And they're like, "No, what box?" Right? It's like ... So that ... So it's basically multi-channel followup. It's really ... It's extensive. So it'll go from emails and Facebook messages and whatever they are on, and then if I get no response from them, and I know that they're potentially seeing my messages and I've gone to the extent of like, two, three, four weeks of followups, next is a dodge ball in the mail. Steve Larsen: Wait you send them an actual dodge ball in the mail? Dana Derricks: Oh yeah. Oh yeah. Steve Larsen: So you're calling them out? Dana Derricks: Oh yeah. If I have their address, they're so screwed man. Steve Larsen: I didn't know you do that. That's funny man. Dana Derricks: Oh yeah. Well that's because you've replied to me. Steve Larsen: Oh that's funny. Dana Derricks: So dodge ball. Rubber snakes work really well. It's literally ... And it's always ... Here's a thing. It's always got to be around humor though, and sarcastic, otherwise it's just ... It wouldn't work. So like the dodge ball's like, "Come on man. You're dodging me." And they know I'm not going to stop at this point. And the rubber snake, I think it's just to hilarious to think of the thought of them opening a box to see a snake inside. Like, it's just so funny. So I've never had to go past the snake, but the next one ... This is kind of naughty, but I will, I am prepared to send a certified with like a W9 inside that basically says, "All right man, have it your way. If you don't want to reply, then I guess you can pay the taxes on all this stuff I sent you." It's all a big joke, but that's the extent. Like people don't see ... They think you ... Like you said, they just send something and then all these good things happen and it's not. You have to really work. Steve Larsen: You have to really keep going on them. Dana Derricks: Yeah. And just be ... But being like ... Not badgering them though either. Steve Larsen: There's a line. Dana Derricks: Value. Yeah. For sure. Steve Larsen: Okay, so someone ... Is the package ... I've heard you say this before, but just for everyone listening. Is the package the first thing you send to them? Dana Derricks: No. So what I've found is ... I'm not sure the number, like the percentage. I'd say it's close to half. Probably close to half the Dream 100 deals I've made, I've never had to send anything in the mail. Steve Larsen: Wow. Dana Derricks: Yeah. So that's more of like, it's in the tool belt, it's like a special kind of like drill. Right? You can use it when you need to, but you don't have to use it. So for me it's like more so cutting through the noise, and then giving me permission to continue to followup. Steve Larsen: Interesting. Okay. You just turn up the heat when you get to packages. Dana Derricks: For sure. And then also though, it's also about nurturing too. So I send my existing affiliate Dream 100 people, like my number one affiliate last year, I sent him ... I think I probably told you this before, but I sent him a big screen TV and surround sound just out of the blue. Right? Just to keep him happy and yeah. So that's when it comes back in is really just spoiling people and giving them gifts and all that good stuff. Steve Larsen: So ... Okay. So I mean you've given a lot of ways to actually pull this off, to get attention. As far as like pulling off a JV with them, and them ... Could you go through some of the practices that you have when someone says yes. Like, "Yeah I'm super super excited to dropout." You know, my people [ Dana. I've heard a lot of people that go by ... I don't know. They'll pull like a URL up. There's a whole lot of like small little isms and little practices that are out there. Do you mind going through just a few of those? Dana Derricks: Yeah, sure. So is this ... What's the goal? To get them to promote? Steve Larsen: Yeah. I guess as far as like they've said yes. As far as pulling off the JV with them. What are some of the things that you do to make that go smoothly? Dana Derricks: Sure. Great question. So the number one hurdle that you'll have to get through first is getting them to actually do it. Because all these people will tell you yes because they don't want to disappoint you or whatever. But few will actually follow through and do the promotion. Steve Larsen: Interesting. Dana Derricks: Yeah. And Russell talked about this too. He said ... I don't know if he's faxed me this or where I heard it but, he said for every hundred people you target, you'll probably only end up with maybe about six that actually do the promotion with you. And of those six probably only about three will actually be worth all that time and energy. Steve Larsen: Totally believe that. Dana Derricks: Yeah. Right? So I break it down like this for ... And my students do it this way. So it's like, first things first. Once we're to the point where we think we can ask, we do. And then when they say yes, we're always selling the thing that sells the thing. So it's not like ... It's getting the calendar. Getting it penciled in on the calendar. That is like the next win we need. That's what we're trying to sell. If we can get that dang spot locked up, I can remember there were ... I was on the phone with the CEO of very well known company in our space, and he's just like, "Yeah we're booked through whatever." And I'm just like, "Dude. You know what? That's totally cool. Let's just do October. Right? How's that? Like, October clean for you?" He's like, "Yeah, yeah okay." And then I'm like, "All right cool. How about the 12th?" And then just getting it on there because if they're going to be like, "Oh I want to look at my schedule, I have to view calendar, I'll have to get back to you," or whatever. But more friction right? Steve Larsen: Sidestep. Yeah. Dana Derricks: Yeah. So I found too like where it was ... Excuse the sirens this is a big deal for a town of 1000. Steve Larsen: You're good. No worries. Dana Derricks: So like, also I've been surprised too where like I had it penciled in, I'm thinking, "Yeah they just told me that so I would keep them happy, or keep me happy." And then they actually did do it on that date and time. So it was like, "Wow, this is awesome." So that's the first big thing. And then making sure that you take everything off their plate. Because the minute they thing that they're going to have to lift a finger for this, they don't want to do it. Right? So from beginning to end, we do every single thing. We will create all the swipe files for them to send out. We'll create all the affiliate ... I call them co-branded funnels. So if we're pushing a webinar for example, it'll be a co-branded webinar funnel. We'll offer to host a webinar if they are cool with that. And then we deliver everything to them about like two weeks in advance just so that everything's done. And then we followup and make sure. That's what's really cool about having an affiliate manager is that they kind of take care of all that, but like we'll make sure that every step of the way is covered so they don't - Steve Larsen: That's fascinating. Oh man that's super ... Okay wow. That's crazy cool. And what do you when you ... Because I mean, I'm sure it happens right? You go out and you're getting ... I mean I've had those people ...I've had this happen also. Like you go out and someone says yes. You get the few yes's. Six say yes, three actually do it. What do you do with those other three? Dana Derricks: Good question. So - Steve Larsen: Is that when you send them the W9? Dana Derricks: So if they've said yes but you just haven't got it scheduled yet, right? So I would try, just throw it way out in the future, and if you still don't then there's something there they want to do something with you, but apparently the way that it presented was ... That might not be what they're actually going to be comfortable doing. So I would like at trying to down sell it somehow. So if it was originally, "We're going to do a, you know, a joint venture webinar together," maybe starting out with a Facebook live might be better right? Something that's a little bit easier them to not have to fully commit to, or even just like doing an email to their list or something like that. Because even that's going to be better than nothing, and if you look at ... That's another thing that we ... Is pretty cool. So if you can do something successful with them, even if it's something small, you can go back to them and do something big. So you know, look at Russell with Grant Cardone. He went to 10X last year, and basically wasn't given ... He got on stage, and he was allowed to pitch kind of, but he wasn't allowed to do half of what he asked to do. Steve Larsen: Right. The true Russell style. Dana Derricks: Exactly right. Grant's like, "We're going to do it my way." He's like, "Okay, fine." And Russell did it Grant's way, got some wins out of it, but then look what happened the next year. Russell go to to go there and call the shots. He said, "I want this. I need that." Grant and his team said, "Okay. Whatever. You proved yourself last time." And then boom. Closes $3 million in an hour and a half. Right? But he would have never been able to do that had it not been the year before doing it Grant's way, doing it smaller, doing it in a way that Grant was more comfortable with. Steve Larsen: That's cool. That's cool. Okay. I know I'm just pounding you man. I got one more question for you. Scenario is, right, you go off, you've done the successful ones with the three, you're obviously continuing to work and warm up the leads for the other 97 as you go through. With the ones that you have done it with though, what's kind of your play as you move forward? Are you hitting them again for the next promo? Are you ... I guess post successful campaign, what kind of actions do you take with that person? Dana Derricks: Yeah. So for me, especially like once you've figured out who's good, for me it's like how can we integrate? So I just want to turn and take it to the next level. So for me personally, like let's say that I'm JVing with somebody from my course, and we do a webinar together, kill it. We do five, six figures together, whatever. I want to work with that person. I don't want to just do once a year, once a quarter. I want like full on, how can we work together. So I always offer ... What I've been doing a lot is I'll create a bonus module for whatever their thing is, if they've got a course. I'll come in there and basically teach a bonus module, or I will throw in my book in their value stack, or whatever just so that I can get not just access to their audience, on the one off promotions, but for every single buyer that comes into their world, they see me and the affiliate doesn't have to do a thing. Right? And it comes back to value. Like this module I make, it's not like a pitch necessarily. There might be call to action. There is a call to action of course, but this is value, value, value and it's always enhancing the thing that they already sold. That's kind of the secret there. So I look at integration after a successful one. Steve Larsen: Oh man, that's interesting. That's so cool. Man you have just like, just divulged. I have a full page of notes. Just given so much. I just appreciate that like crazy. I mean right, there's only a few people that ever really even written about this topic. The Chet Holmes. Amazing Chet Holmes, Russell himself, and you. That's it man. Like those are the options. I know you have a book that has come out and is amazing. You have a lot of people ... I have a lot people who'd come and ... The book's incredible. And I'm very very excited for it. Where can people go get the book? How do they find out more about you and follow you? Dana Derricks: Yeah. For sure. For anybody that's kind of vibing with this, and you're like, "Oh man, that sounds a lot better than running Facebook ads or running after the next shiny object," Stephen and I are totally Dream 100 junkies, and I'd love for you guys to do the same. So it's called The Dream 100 Book. Actually had the foreword written by Russell. It's pretty cool. I think Stephen's read it. Steve Larsen: Woo-hoo. Yeah. Dana Derricks: There is a caveat. Actually listen to Stephen's advice. So one of things you have really made famous Stephen is the concept of sell it before you make it. Right? Which I love by the way. I actually did that. Stephen said to do that - Steve Larsen: No way. Dana Derricks: Yeah dude. So I sold a copy of The Dream 100 Book, my first copy, for $2000 before I wrote one page of it. Steve Larsen: No way. I didn't know that. Dana Derricks: Yeah dude. Because Russell says writing a book is similar to giving childbirth. Which is...None of us know, but it's probably true. And so there was no better incentive to write a book than to have somebody on the hook for two grand that's waiting for it. Right? So anyway, that's the caveat. It is $2000. However, because Stephen was so gracious to put on a chicken suit and drive around on a motorcycle in Boise, Idaho - Steve Larsen: I secretly just loved it. I was excited. Dana Derricks: Yeah. I mean if he didn't like it, he was putting on a good show. So for you guys listening, if you're vibing with this, I'm actually going to let you guys get a copy of it for free. Steve Larsen: Holy crap. Dana Derricks: I don't do this really for money that much anymore, so I'm cool with that as long as you guys don't share this with the rest of the world. [inaudible 00:48:48] The mad buyers that paid two grand for it. So the link is going to be ListentoStephen.com. ListentoStephen.com. Steve Larsen: That's cool man. Appreciate that. It's S-T-E-P-H-E-N. Yeah? Dana Derricks: Correct. The good spelling. Steve Larsen: Yeah, the good spelling. The biblical way. No but seriously, just echo what Dana's saying here like I ... Funnel's nothing without traffic. And especially as an entrepreneur and those of you guys who were listening. I know you guys are go getters. This podcast is getting a significant amount of downloads daily now and I thank you all for listening, but what I want you to know ... And that's the way that I think about it too. Russell thinks about it, Dana thinks about it. Like all these top guys, they're not out looking usually for like this little tiny trick insight of a platform. Right? A Facebook trick. A Twitter trick. They're not looking ... That's not how they do it. Instead, they outsource that piece of it, because we all know it's still important, and they go focus 100% of the time on developing these kinds of relationships. So anyway, I'm super excited. That was very very generous of you give that Dana. So it's ListentoStephen.com. Dana Derricks: Totally. And you all should listen to Stephen. Keep listening to him. Steve Larsen: I appreciate that. Well thanks for being on the show man, and where can everyone go to follow you as well? Dana Derricks: So being the farmer I am, I don't think I'm on instant grams. I'm over on Facebook, or DanaDerricks.com, or just keep listening to Stephen, and every once in a while I'll probably pop up. Steve Larsen: Absolutely. All right. Hey, thanks so much for being on the show. And everyone go to ListentoStephen.com and get the free copy of ... It's literally called Dream 100. Was two grand, for this audience it's free. Dana Derricks: Go get it. Steve Larsen: Boom. Just try to tell me you didn't like that. Hey whoever controls content controls the game. Want to interview or get interviewed yourself? Grab a time now at SteveJLarsen.com.

My own personal biggest take-aways from the first day of Funnel Hacking Live. On today’s episode Russell talks about the events and speakers from the first day of 2018 Funnel Hacking Live. Here are some of the coolest parts of day one: Seeing all the Two Comma Club winners, as well as the all the people who made 8 figures and their awesome awards. Finding out what Operation Underground Railroad is and how much money they were able to raise on their behalf. Being able to watch the documentary film about OUR, to inspire people to help. So listen to this episode to be able to relive what happened the first day of Funnel Hacking Live, or be filled with regret if you missed it. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to Marketing Secrets podcast. Today I’m going to recap day number 1 of 4 of the Funnel Hacking Live event. What’s up everybody? I hope you guys who were here at Funnel Hacking Live with us, made it home safely and that you had a great time. The journey of the last four days has been amazing. I found a cool spot of quietness here. You’ll probably see people walking back and forth with their suitcases, but hopefully that’s alright with you guys. I just wanted to kind of, over the next four days recap Funnel Hacking Live. A lot of you guys were there, some of you guys weren’t, the crazy ones weren’t. But everybody else was there and those who were crazy enough not to come this time, I know you’ve got your tickets for next time already coming. If not, depending on when you go, funnelhackinglive.com has tickets for next year, but it’s going to be pulled down either today or tomorrow. So if you don’t have your tickets yet, go and get them for next year’s event. But I wanted to kind of just spend a little time over the next four days going through some of the key take-aways, key points, and key ideas that happened at the event. So hopefully those of you guys who missed it will get some insights and you’ll have more reason to come next year. Some of the things, first off, this year….Funnel Hacking Live’s in the past have been three days, but for some reason four or five months ago at like two in the morning, I had this idea that like, to get everything done that I needed to do, it had to happen in four days. So we shifted it to basically a three and a half day event and it’ll probably end up being four days next year, just to get all the cool stuff in that we’re trying to plan. It takes at least three and a half, four days to change somebody’s life. We’re trying to change 3,000+ people’s lives, it’s a lot of work. But to kind of give you an end result of what happened and then we’ll kind of back fill over the next few days. This event was amazing. We raised over a million dollars for Operation Underground Railroad. Those who are watching the video, I’m wearing the shirt that everybody got. I’ll talk about that here in a minute. Number two, we had 91 new people on stage that got two comma club awards, which is amazing. We’re up to 258 people now that have achieved that. We have 15 people who have made 8 figures, over ten million dollars in a funnel, who got their new award which is this huge plaque. It’s twice as big as the two comma club one. Plus they got these rings that are like 2 karats of gold and four karats of diamonds. So we gave those away, which was insanely cool as well. 3,000+ people were here and then we launched our new two comma club x coaching program to get people from 0 to a million, a million to ten and I’m not going to share the exact numbers, but those who were there know that it was crazy. 30 days ago at Grant Cardone’s event, I got onstage and did over 3 million dollars in sales in 90 minutes. And at this event we did, again I’m not going to give you the exact numbers, but it was over 10 million dollars in sales, which is insane. A new world record. And it was more than that, it was crazy. I’m not going to share the numbers, not because I don’t mind sharing numbers, more so because at Grant Cardone’s event there was $3 million cash in the bank account in that time, this was different because there was two options. There was $1800 a month or $18,000 a year. So if I was to say an exact number it would have been stomper math, which is a joke for another day. But it was amazing and I’m excited for the over 650+ people who decided to take a leap of faith and go on this journey for the next 12 months. And in 12 months from now, my guess is that most of those guys will be back onstage. My goal for next year is to have 500 new people to get the two comma club award and from that we’re going to get dozens and dozens who get the 8 figure award. So it’s insane. But I wanted to kind of recap. One of the main reasons we decided to do this extra day, probably 7 or 8 months ago, I’m not going to share all the details of the story, but I got a call from somebody who I’ve respected my entire life, asked me if I’d be willing to help with this project called Operation Underground Railroad. I didn’t know what that was at the time. I remember I jumped on that night and started Googling and searching it, and watching videos and I remember the feeling. In fact, if you guys watch Funnel Hacker TV, that night I made a video and I said, “I feel like the direction of my life will be forever changed because of this.” At the time we were planning Funnel Hacking Live and I’m like, how can we weave Operation Underground Railroad into Funnel Hacking Live? What’s the process? How do we do that? And a few months later, during a time of a lot of prayer, trying to figure out the best way to serve this audience and have our community to help them, I had an idea that we needed to make a documentary. I was like, I don’t know how to make a documentary. But I met a guy named Nick Nanton a couple of years earlier. I didn’t know him super well, I just knew that he had won  6 Emmy’s and done like 50 different documentaries and this voice in my head said, “Call Nick.” I was like, I don’t even know Nick’s number. So I messaged him on Facebook like, “Hey man, I need to talk to you.” This is like 5 minutes after I heard the voice in my head say, “Call Nick.” So I’m like, okay I’m doing what I’m told. I messaged Nick, got him on Voxer, I voxed him and said, “hey man, I don’t know how but I think we need to make a documentary about Operation Underground Railroad, are you in?” and he’s like, “Dude, I’m 100% in.” I said, “The only thing is we have to do this by Funnel Hacking Live. We have to show it at Funnel Hacking Live.” He’s like, “dude, that’s not very much time.” I was like, “I know but it has to happen.” And he’s like, “Alright, we’ll make it work.” So over the last 5 months since that call, he’s flown to Haiti, flown around the world, filming, documenting, all these kind of things. So at Funnel Hacking Live, we had the chance to actually watch the documentary. And it was cool because when we had orchestrated the day, the very first presentation I had was called “Funnel Hackers: we see things differently” which was kind of the whole premise of the event. We had a really cool video that I’m sure we’ll post online here soon, of just kind of that concept. I was sharing different people in our community who have changed people’s lives and their businesses. I talked about Stacy and Paul who have saved over 10,000 marriages, I talked about Pamela who save hundreds of thousands of doctors lives from doctor suicide. I talked about Annie Grace who’ve helped all sorts of people break the chains of alcohol addiction, then I talked about Tim Ballard who has saved over a thousand kids from sex trafficking. So I shared that in the original presentation and I said, “Tonight we’re going to have a chance to watch this documentary together as a community.” Then after I got off stage Kaelin Poulin came on stage, it was so good. She came up and talked about how she’s built her cult-ture. Man, it was good. Her whole presentation was amazing. I’ve heard her talk about this before, I’ve been studying her like crazy. One thing she said, there’s so many good things, but one thing I took away that was like, she was talking about how you’re empowering people to become super heroes and change their life and she talked about funnel swag and how that’s like their super hero cape. If you give them swag wearing your brand, your logo, your message, your mission, then they feel more empowered and they’re literally everyday putting on their super hero costume. I was like, oh my gosh. I’ve been a big believer in swag since the whole funnel hacker movement began and we got tons and tons of shirts. This shirt for example, OUR shirt, this is one that I’m wearing right now, this is now part of my super hero costume. I put this on and I’m out there ready to save kids. And what’s cool, is we actually had a funnel swag store here at the Funnel Hacking Live event this year, which is the first time we’ve ever done that. I think we’re going to start going harder into swag because I want everyone feeling more empowered. I want every morning when our community wakes up and they put on a funnel hacker shirt, or I build funnels, or I build follow up funnels, or all the different swag we have to empower them and it’s literally like your super hero costume. That was one of the thousand amazing things she said during her presentation. I feel bad, most of the speakers had 30 minutes to speak and I wish that her and everyone could have gone longer. But she spoke and then right after her we had Natalie Hodson come up. And Natalie, she cracked me up, her first four slides are like, “I’m Natalie Hodson, this is me I was broke.” She flipped to the next slide, “This is me, I peed my pants on live camera and then I made the two comma club award. The end.” It was like boom, boom, boom. I was like, “What?” and everyone was like, “What?” and then she came back and told her whole story about vulnerability and how one of her most vulnerable times was, she’s in the fitness industry and she was recording a video and she actually  peed her pants on camera and how embarrassing it was. And she could have and probably should have hid that, but instead she said, “No, this is my most vulnerable thing, so I’m going to share this because no one else is willing to talk about it.” So she shared this thing and wrote an e-book teaching women how to strengthen themselves, so they won’t have that same problem that she had. She sold 60,000 copies of her e-book in four months and became a Two Comma club winner with a $37 e-book. And it was just so cool when she talked about the power of vulnerability and how to do it, like real vulnerability. I’m going to try to block this wind, it’s coming in hard. Anyway, real vulnerability, not the type that some people try to put out there online. And it was also amazing. So we led with two of the most amazing women speakers in our community, which were amazing. At Funnel Hacking Live this, almost half the speakers were women. My goal next year is to have more than half of the speakers be women, because our women are doing such amazing things. I’m going to let this lawnmower pass. This is what happens when you’re recording a live podcast, right, without a mic. Anyway, they both spoke and I think it was amazing and I think it gave people faith and hope and understanding of how to build a community and then how to open up yourself as the leader, which is the hardest thing, how to be vulnerable. So many times we as leaders try to be so postured and perfect and put on a good face for people and the reality is that actually pushes people away more than it draws them to you. Actually breaking down your barriers and being vulnerable, truly vulnerable and not, what did she call it. “Oh, ever since I lost all this weight these pants are so baggy.” That’s fake vulnerability. True vulnerability is like, the thing she mentioned is, “I was at the grocery store today and I saw my ex-husband with his new girlfriend and it broke me down.” That’s something truly vulnerable that you can share that has a bigger impact. Both those messages were so awesome, then afterwards, after they both spoke, then we had, I got onstage with Todd Dickerson, my partner, I basically brought him onstage and I introduced Operation Underground Railroad. We had Tim Ballard come up and we had Nick Nanton both come up to talk about what they were doing and they came up and we showed the trailer of the documentary, which is, you guys now could go see it. I posted it live. Go to OURfilm.org, if you go there you can actually see the trailer. If you do go watch it, please share it as well. I’m trying to get everyone in our community to share it, but OURfilm.org. We watched the trailer and everyone went crazy. I said, “This is a hard film to watch. I haven’t actually seen it yet. Tim hasn’t seen it yet. Nick’s the only one who’s seen it, but if you want to watch it tonight, we’re going to take a break and go and do our speed networking, but when you come back you can have a chance to watch this together as a community. But it is hard, so if you’re not able to come back, I totally understand as well.” So at that point, I basically talked about how for anyone who was at the event, unfortunately this is only available at the event, but for $250 they would get the recordings of the event and it would go towards Operation Underground Railroad. $2500 would save a kid, and $10,000 would save a kid and rehabilitate them. And then they could also sign up for monthly if they wanted to go on a recurring donation and keep helping long term. Basically I told everybody that, and this was Todd’s idea the night before. Todd said, “What if we matched everyone’s donation?” I’m like, “Are you serious?” So we decided anyone who donated, we would match their donation. So that was what we put out there and from that a whole bunch of people went and started donating money, which was so cool. I think the first night we raised like 200 and something thousand dollars and with our match it was 400,000. So throughout the event we kept talking about that and talking about that, it was cool. So then we broke and had this vender speed dating where everyone had the chance to network, meet other venders, and we paid for dinner for everyone, which is a big bill to feed 3,000 people, but everyone came and ate, it was cool. Everyone got a chance to network and hangout and get to know each other, which is cool. When that ended we invited people to come back in and watch the documentary. I would say we probably had, conservatively, 85% of everybody came back, which was really, really cool. We watched the documentary together as a group and man, I cried for an hour straight. I couldn’t even compose myself. Then we came onstage afterwards, Nick and Tim and I and we couldn’t even….I couldn’t compose myself, it was so hard. And then we let people ask questions. A lot of people needed closure after that obviously, and we let people open the mics and ask Tim questions and he responded and it was just so cool. And then we gave people another push, “donate to charity. Again, we’re matching it. Go and help.” I think that night we had raised over 300,000, with our match made over 600,000. At that point, Todd and I were like, “Let’s see if we could do a million. I think we could do a million.” So throughout the event we kept pushing that and pushing that and before lunch the final day we were just below a million dollars. I came up on stage and I’m like, “you guys, we’re just below a million dollars. Anyone else who goes and donates, if you guys all donate $250 I will not only give you the recordings to this year’s event, I’ll give you the recordings for all past year events as well. And they went and did that, everyone stepped up and when we came back from lunch we had just crossed the million dollar mark and it was cool. And what was crazy, this is the best part of the story. At the end of the documentary, which you guys will have a chance to see here soon, in fact go to ourfilm.org and go and register, we’re going to be doing a big, huge live online premier here soon. You can go register and watch it with us together as a community. But when we went there……at the end of the documentary, I’m trying to catch my thoughts here….At the end of the documentary, I don’t want to ruin it for you, but basically two of the children that Tim rescued, he’s been trying to adopt for the last 3 ½ - 4 years, and he’d just gotten the call before he flew to our event, that they were able to go get them. So he actually flew from our event to Haiti to pick up his children. So on the last day, right before Tony Robins got on stage, we were able to Skype in Tim Ballard from his home, it was so cool. We Skyped him in, he was with his two new kids he’d just adopted. Everyone got to see them, meet them and then we had some of the OUR operators who were there, onstage, we had them come up and we got his huge check and we wrote the total, One million dollars, thirteen thousand or whatever it was and we presented it to their team and also to Tim. It was super emotional and amazing. And what’s cool is Tony Robins is their biggest donor right now, he’s raised more money than anyone else, he actually went on a sting operation with them, went undercover and all sorts of crazy stuff. So we did that and Tony came out right afterwards and was talking all about them and the mission and it was so cool. The whole thing was amazing. So I just wanted to give you guys a glimpse of that, for those who missed it. That was day number one and it was an emotional day. I remember going to bed that night and I was like, we had started at noon that day, it was supposed to be half a day, we got done about midnight. I was just like, that was an emotionally draining day, how are we going to do three more days of this? But we did and it was amazing. So that’s the recap of day number one, I just wanted to share that with you guys. So those who weren’t here had a chance to hear and see what happened. I’ll let the rolling bag go by so you can continue to hear me. But that was day number one and it was awesome. So throughout this week I’m going to share, I’m here with my kids at Disney for the rest of the week, so each day I’ll kind of share each day, the big take-aways and aha’s. But that was what happened day number one. So for you guys right now, I recommend the biggest thing to do right now is go to ourfilm.org and go watch the trailer and share it. You can donate on the thank you page afterwards and start sharing with people. When you guys do that, you’ll be on a waiting list, but when the big event goes live, when the documentary goes live, you can actually see it with us as a community, which is going to be super fun. So that’s it for today, go watch at ourfilm.org, check out the documentary, opt in to be on the list to see the live documentary in the next few weeks when we go live, and please share it on Facebook, Instagram, tell your friends and family, everyone you know because this is a mission worth talking about and worth sharing. I told everyone day one, the biggest thing is that slavery is existing here. It’s happening in America, around the world  and nobody even knows about it. So my goal with this documentary is to shine a light on the darkness. If you shine a light in a room full of cockroaches, they all scurry to the corner and they hide and that’s what we’re trying to do, blow this thing up and shine a light on the darkness. So the best way you can help them and this organization is to go to ourfilm.org and share that message right now and get ready for the launch of the documentary which is coming soon. Anyway, that’s day number one you guys, again I’ll recap each day, each of the next things and I hope you guys love it. Again, thanks so much for everyone that was here, I hope you guys enjoyed it. I cannot wait to start working with our 650+ people in the Two Comma Club x coaching program. I got some amazing things in store for you guys. We’re going on a cruise with everybody at the end of it, which is going to be insane and it’s going to be amazing. So again, thanks for everything you guys, appreciate you all. Thanks to everyone who came to Funnel Hacking Live and we’ll see you guys soon. Bye everybody.

Let's be honest, there is a reason why the majority of the world thinks that meeting sucked. They are disorganized, difficult to get through, and often feel like they don't have a point. Sitting through a bad meeting is torturous. It's time of your life that you will never get back. There is however a different way to hold meetings. When you create a structure, and then get real, raw, and vulnerable and tell your team what is really going on, it will create momentum like you never thought possible. Sometimes the results are so shocking, even the entrepreneur running the meeting can't believe how incredible it is. When you hear the reactions from Brandon and Kaelin Poulin, the founders of Lady Boss, you may not believe that they are this excited about a meeting with their team.

Routinely, these are the most common ways we'll increase the perceived value of our offers... What's going on everyone? This is Steve Larsen and you're listening to Sales Funnel Radio. Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business, using today's best internet sales funnels. And now, here's your host, Steve Larsen. How you guys doing? Hey, just right off the bat, I want you to know if I'm talking fast or a little bit jittery, it's because I am a little bit jittery. Okay, so a few weeks ago, about three weeks ago I was like, "Crap!" When I first met my wife, I was six per cent body fat. I was running ... I was doing sprint triathlons like crazy, I was ... I'm not gonna lie, you know twisted steel and sex appeal. I mean, I was like ... I was looking really good. I had veins all over me, it was awesome. And then this thing called like work and college came along, and married life and responsibility and that kind of stuff and I was like, "Man, I'm not gonna lie, I feel a little bit big." So I went online and I went to YouTube and I found this guy that was just like shredded, right? I went on YouTube with the explicit purpose of finding some person who just looked totally jacked and huge and swole and looked like he could kill me in a single flex. And I found someone. And I got on there and I was like, "Hey man, do you do like, you know, do like customized meal plans?" I got no problem with the actual workout part, but I want like help with the meal plan part. So anyway, he's been ... I've been on this super, super strict like ... I mean it's literally like chicken and veggies and some healthy fats, like that's it. That's what I've been eating for the last two weeks and I feel so much better. It's amazing! How restricting actually makes me feel more enabled, think about how many lessons that applies to. But anyway, it's been interesting and right now, I was about to go do a workout and I've just been pounding some caffeine before I go and do my workout. And it's starting to hit me right now. So, if I sound kind of jumbled and all over the place, that is exactly why. And anyway, I'm excited. In fact, a few days ago, I was talking to Russell, I was like, "Dude, I feel so good, like oh my gosh, I've had no caffeine. I've had like ... I'm eating super clean." And he's like, "Really? Like that's awesome man. Like oh that's so cool." And I went back home and I was started looking at what it was he was having me take, and I've been taking 275 milligrams of caffeine in the morning. And I was like, "No wonder I feel like I'm on freaking cloud nine, my head is like buzzing, I'm going like crazy." And anyway, he's laughing, he's like, "Dude, that's like the equivalent of 12 Ignites, that's like so much caffeine." Anyway, so it's just been kind of funny. Hey, so we just barely finished a Funnel Hackathon event. Now, if you never heard of that, what happens is people come in for three days and day one, we go through their sales message. Now, well that's really day two. Day one what we do is a lot of foundational work, okay. What's your new opportunity? Who you selling to? You know, have you actually created a new niche? What's your message? You know, describe more of the target? It's more stuff like that. What are the false beliefs of the individuals? What stories do you have in your life that we can start crafting around it? And we do a lot of like, it kinda feels like you bouncing around a lot, but in day two, a lot of stuff starts to come back together. Okay, so the first day is like a normal nine to five kinda day, the second day though is ... We start at about eight thirty in the morning and we go til about midnight. And the entire three day event, it's not like we take breaks, there's no official breaks, there's no ... I mean, it's intense, it's very intense as a participant. It is extremely intense as the person running it, you know what I mean? It's kinda fun 'cause day one Russell and I, we're on stage, sometimes separate, sometimes together, sometimes we're kinda ping ponging back and forth, teaching this and it was just a ton of fun. I know a lot of you guys listen to this podcast, shout out to you guys, I know that. We've had hundreds and hundreds of you guys come through it now, it's been great. Day two though, it's just ... It's mostly just me and we go from sun up to way past sundown. And we build out the entire webinar slide presentation. All of it. From top to bottom. Then Russell comes in, the very last thing of the day, usually like nine or 10 in the evening and he does this actual stack presentation and just breaks it down and shows what he's actually doing and why it works. It's really cool. And then the third day, we jump through a whole bunch of funnels and one of the things I like to do, and I promise this is going somewhere, one of the things I like to do is on day three, I like to stand up at the front on the stage and just ask ... Okay, we've gone through the actual message, we've gone through how to deliver it, we're gonna go through some funnels here in a little bit. And I open up ClickFunnels with them. And we start to go through ClickFunnels itself and it's a lot of fun and I help them get the webinar ready to rock. But I always like to ask, "What ..." You gotta understand it, like Russell Brunson and ClickFunnels and Expert Secrets and DotCom Secrets and all this ... I mean, I have a marketing degree, I have no idea what it really did for me, besides create an environment for me to learn all this other stuff. I don't ... There's nothing content wise in college, except like two or three lessons from a single semester that I really even use, you know, from college. And so, what's funny is that, this is the best material, right? It's the best stuff, it's the best tools, it's the best everything and they're in the room. Each one of them paid like 15 grand a seat, just to be there, right? There was like over 60 people in this room, it's a ton of fun. I mean, I absolutely loved it. Everyone else always does love it. It's .... There's no other place on the planet where I know you can get that kind of stuff. And so, I always like to make the point, "Look, you've got the best stuff, you're in the best scenario, you're in the best environment, you're in a room with people that frankly you probably will not find in many other places, right? You're all A players, you're all here to run, you're all here to go." But it is incredibly baffling to me to sit and realize that like 20 per cent of them aren't gonna do anything. What? Are you kidding? You know what I mean? I never had an event like that, I never had any kind of ... I had DotCom Secrets, that was it. Expert Secrets wasn't even out, right? ClickFunnels was kind of just barely getting started, there were still a lot of things they were fixing, a lot of bugs. Like why on earth would you not just go take action? So what if no one sees your Facebook Lives when you're just starting? No one knows who you are anyway. Like there's nothing to lose. And so, I always like to, on that third day, sit back and write. Okay, what are the real barriers? What is the thing that is actually gonna keep you from going? What is it? I wanna know what those things are. And one of things I always like to bring up is a ... It's a section ... So everyone's using the Stack slide, we're creating brand new offers, we're all creating brand new opportunities in brand new niches 'cause they're creating the niche, not choosing a niche, if you choose the niche, you lose. You create the niche, okay? If you choose the niche, it means you're in a proven based offer already, out of the gate. Don't be that, right? I know I'm saying a lot of technobabble right now, but it was kinda interesting because I had the thought hit to me, like, there are some things that we constantly do to help increase the perceived value of the offers that we sell, right? The perceived idea ... I mean this is huge, massive gold mines going on here, okay? Or goldnugget, whatever you wanna call them. Okay. And so, what I said is like, "Let me show you guys some of the things that we do and the things that we use to increase the perceived value of the offers that we sell." Let's think about this real quick, okay? If you are selling just a straight info product, what is it cost you to fulfill on that? Like nothing, right? You're gonna send an email with an email link in there and they're gonna go jump into the members area or they're gonna go download your stuff or something like that, right? The amount of work that it takes to fulfill on an info product, very small. Now that's awesome for the business owner, right? But as a consumer, there usually needs to be more sales copy, you gotta convince me that it's actually worth it, right? That the information itself is actually worth it, okay? Now let's think about this. How much sales copy is on an Amazon E-commerce page? Not that much, right? There's not that much sales copy that actually goes onto, I don't know ... Whatever ... Let's say you buying a CD player, whatever, an MP3 player, something like that. Let's say you're buying whatever it is off of Amazon, how much sales copy actually goes on that? Like not much. We're talking bullet points, right? Another additional paragraph talking about the features. A little section that might be frequently asked questions from people that have already bought it, right? Some reviews. That's it. Now those are all things we would include in an info product, but why do we not have to include that on a physical product? It's because we can anticipate, right, the tangible aspect of that product. I can sense that I'm gonna be feeling and holding and touching this thing. This thing is gonna be real. It's gonna show up in my mailbox. I'm gonna take it out and it's real. I can touch it, right? I can hold it. I just got this sweet hoody from a rap artist I really like. I'm usually not that much into rap, but I found this guy I really like and he's amazing and I've been just all about his music for the last like month and ... Or however long. And it's been awesome and I totally bought his hoody, it's freaking cool. And it was expensive. But the perceived value is through the roof. Now if someone ... It was $60 for this hoody, okay? So it's relatively expensive, right? Actually honestly not that bad, now that I think about it, but when I think about like, okay, how much would you have to sell me for me to spend $60 on an info product, right? It's gonna be quite a bit more, you know what I mean? It's gonna be quite a bit more money. Now you think about it ... Okay, so the first thing I'm trying to tell you is that if you are selling an info product, if you can figure out a way to actually send something physical, anytime someone buys an info product, you're perceived value of that offer is gonna go way up. Let's think about this for a second, right? On a free plus shipping offer, free plus shipping, you're getting something physical in the mail, so free plus shipping, seven dollars, for something physical in the mail, that's really cheap, especially if it's a book, right? The perceived value of that is way higher than seven dollars, that's why it's so stupid, simple and easy, for people to go and get that thing. If you bundle an info product with a physical product, the perceived value goes through the roof, most of the time. If you do it right, if it's not crap, right? But most of time, the perceived value goes through the roof. And so, that's something I was trying to tell them, is that when you're actually selling on these webinars or these mid-tier products, right? Let's say it's around $1000, $2000, something like that. If you can bundle some kind of welcome package, something that they get in the mail, something that the perceived value is gonna go through the roof. "Hey, guess what guys? You're not only gonna get this sweet info product that's gonna teach you X - Y and Z, guess what? You're also gonna get my welcome package. It's something that I'm gonna ship to you in the mail, so make sure you put in your shipping address because I've got some cool box that's coming. We've got a T-shirt for you, we've got this cool notepad that's customized and a sweet pen with our logo on it." Or whatever. You know what I mean? If you've got those kinds of things in there, it's gonna be a lot easier for you ... Perceived value is gonna be a lot higher. I hope I've made my point with that. Start thinking through what those things are. And if you don't have an idea, I guarantee that if you were to go to Amazon and you started checking out key words that relate to whatever you're selling, I bet you can find stuff, right? Even if it is another info product, you could seriously just serve it up in a physical way, right? "Hey guess what? It's a whole bunch of recordings. Oh, guess what? I also transcribed the recordings and I put them in a little notebook and I'm gonna be shipping it out to you." Does that make sense? A lot of times, the additional money you're able to spend or sorry, a lot of times the additional money you have to spend to ship out something like that is gonna be far worth the additional money you get to charge for that thing. You can sell a lot more stuff typically, when you bundle an info product with a physical product. Okay, that's number one. Physical product, one of the easiest to increase perceived value of whatever it is you're currently offering, okay? And there's I think, through a lot of things that we've sold, you know, either personally, I've seen a lot of my early funnels, that's actually how I did it, was a free plus shipping thing, but then it went onto info products afterwards. And that's one of the models, where we have the most ROI, usually. Personally, as well, I've been that way, because we lead them in with a physical product and then when we sell info products on the upsells, it's pure profit. It takes nothing to fulfill on that. And it's free plus shipping, they've already paid for the shipping, they've paid for the product, right? And now we're just selling additional product, more info products than we were going to 'cause more people are seeing the upsells. You guys following me? I hope you guys are seeing how this gonna makes sense for your business, because if you think ... Especially on front end funnels, front low tier funnels, and even mid-tier, heck, even high-end products. I mean, I've seen Gary White, those black books that he sells like for $1000 or $10 000, however much it is, it's a lot of money. You're getting something physical in the mail and a lot of times, that's one of the easiest ways to boost the perceived value. So, anyway, without beating a dead horse, I hope you understand that. Start seeing the way you can apply that in your business right now. Number one, have an info product. Number two though, you toss something in, even if it's simple, you toss something physical in there. The perceived value, typically can go through the roof, as long as you not sending them pure crap or something like that, you know what I mean? It does have to be good, obviously. Alright, does that make sense? Alright that's number one. Physical product bundled with info product. Number two. Number two way to increase the perceived value. Now, this is not a definitive list, but these are three things that I always teach, that's kinda always off the top of my head. But we were two ... Sorry, getting stumbly, it's that caffeine starting to hit. I routinely see these things as the things where the perceived value goes up through the roof a little bit higher. Okay, so number two: software. Now when you think software, I don't want you to think ClickFunnels, right? You're not gonna go out and you're not gonna freelance this software ClickFunnels in like a day. Okay, that's just ... It's amazing, right? That's software's incredible. What's cool about software is that it does take usually an extra coder or programmer, it does usually take some extra people, it does ... It does definitely increase the perceived value. Now, I wanna give you a few resources you guys can use to go create your own software. I, right now, am creating my own app. I have this problem that I continue to run into, over and over and over and over ... And it's not a huge problem, but I see a really easy, obvious way for me to create this cool app that's gonna solve a ton of my own problems and I know if I'm having the issue, a lot of others are also. And I'm not gonna tell you what it is yet, I'll tell you guys as soon as it's out and stuff. It will probably take two months, honestly. But guess what? I'm not a coder or programmer, I have no idea how to do that stuff. The most I know how to code, I can read a little html, I kinda know what Java Script is doing and I read it, I definitely cannot write it. I can definitely read and write CSS a little bit, at least enough to be dangerous, that's how I do a lot of, you know ... That's it though. And that should be a source of comfort for a lot of people. That I don't know how to do that stuff, because it means that you don't have to either. If you don't know how to do that stuff. So I wanna give you two resources real quick. Alright, if you start thinking through software, software, software, software ... Software is some cool stuff you can toss into your current offer, to easily boost the perceived value. When you think of Brandon and Kaelin Poulin, right? Those two, they're doing like a million dollars a month or something like that. I mean, something ridiculous. They're selling an app, okay? They're selling access to an app. You think about how powerful that is, okay? It's huge, that's amazing. And I guarantee it, it could not have been a million dollars to create that app, but because ... I mean, the perceived value of apps are so big. Apps aren't that crazy hard to create anymore. If you go to Flippa.com, Flippa.com. That's with two P's, F-L-I-P-P-A.com. What's cool about Flippa.com is they ... It's a place for entrepreneurs to post pre-made apps, pre-made E-com stores, pre-made ... And all of it with an existing revenue. And you can go buy existing software and apps and E-com stores and all this ... In fact, pretty soon, one of the people I wanna interview, what he does is he goes on Flippa, he finds a cool E-com site that's already killing it, buys it, puts a funnel in front of it, if he can tell it's in a cool niche and blows it up. They've already proven the product concept the hard way, now he just puts a funnel there and blows it up. Like Flippa is amazing, well in Flippa, you can buy pre-made apps, they're already on the Apple app store. You're buying the whole thing, you're not buying source code, you're not white labeling it. Although there's plenty of other places, you could also white label apps or something like that. But what's cool about Flippa is that you can go and you can actually, you know, you can grab a whole bunch of stuff that's already existing and anyway, so super cool. Flippa.com, that's awesome. The other place that I go is Freelancer.com, I love Freelancer. I know there's others, there's Upwork, there's a whole bunch of other places you can go get, even Fiver, although I've wasted more money software wise on Fiver, than anywhere else. Although, Fiver still has its place. But anyway, Freelancer and Flippa, those are two places I like the most 'cause I can post projects and I can post contests and find out and sift out who's actually good. Does that make sense? So anyway, software does not need to be expensive. And what's cool is that you can go and you can get, you can go get existing software that's already proven, you can bundle it for free, you can put it into your existing stuff, you can do ... And it's way, way, not as nearly as expensive as you might think it is. I saw some app on Flippa the other day, I get little notifications 'cause it's exciting for me. I'd rather go on Flippa than Facebook, Facebook stresses me out now. And so sometimes I'll just kinda dink around in there and I'll watch what's going on. Some app, it was pretty cool, sold for like 70 bucks. I mean, when I say it doesn't have to be expensive, I really mean it, you know? Some of the most expensive ones I've seen on there, like three grand, even up to 10 grand, but it does not need to be that much. Anyway, there's a really good book that's called ... And this is why software is so cheap. And I'm sorry I'm going kinda deep, I know this is kind of a bit of a longer podcast, but I just wanted to drop this all to you guys, so that you know some easy ways to make more money. That's what I'm really ... This is me trying to help you make more money. So hopefully you don't mind that this podcast is a little bit longer this episode today ... So, there's a really good book, it's one of my favorite books actually. I read it in college and it was one of the books that actually had a stark impact on me. It's called, 'A Whole New Mind', it's by Daniel Pink and the subtitle is: Why right-brained thinkers will rule the future. You need to think about this. Now in America, and honestly most places, you know, first world places, especially obviously like ... Are you farming right now? Do you have a farm? Most of us, no. And even if you are farming, you probably chose that profession, you know what I mean? Like it's not like I have to go be farming. I'm not ... we're not making our own clothes, I'm not trying to like pump anything to try and get electricity, like the basics of life are pretty taken care of. You know what I mean? In a lot of first world places. Especially if you live in America. And so, like back in the day, when you know, during the Industrial Age and back when we were manufacturing like crazy or electricity is brand new or you know what I mean? Like those were the hot things to go sell, that was the hot markets. But that stuff's kinda taken care of. It's either monopolized or de-commoditized, right? So who really rules the future? It's the creative ones, right? It's the ones who are ... It's the reason why you can go hire out programmers super cheap, they're a dime a dozen. You can go get programmers ... And it's not ... I'm not saying don't go be a programmer, there's certainly a great place for it. But you just gotta understand where value gets really creative inside the market place, it's not typically someone who's doing some maintenance style job, right? It's what's new and exciting? It's the creative stuff, it's the stuff that's out there. So if you can be the creator, that doesn't mean you have to be the programmer, but if you can go create a piece of software, if you can go create ... It's not that expensive to go create those things anymore. And so, that's all I'm trying to say. Anyway, start thinking through like simple apps, little tiny simple things that you see ... I mean, I'll go back to the Brandon and Kaelin example, Brandon and Kaelin's app is a list of recipes and some exercise videos that describe to you what you should be doing on your daily routine and stuff. It's not like, it's not like it's doing crazy stuff, it's basically a content app. Does that make sense? That's the whole point I'm trying to make. It doesn't need to be crazy. So, if you've never thought about creating some kind of software piece before, I urge you to start thinking through that, okay? Anyway, so number one, think about how you can do a physical product bundled with your info product, right? Or vice versa, as the upsell. It definitely ... It boosts your perceived value. And number two, some piece of software that you can bundle with an info product or with your physical product or ... Does that make sense? Okay. And then number three, here's the other thing, now I wanna explain this one just a little bit. Let me just say it first, okay, number three, live Q and A. Okay, that's number three. Live Q and A. Now when I say live Q and A, I mean live group Q and A, alright? I mean live group calls. In my opinion, in my opinion, you should never include your own time as part of the fulfillment of whatever your current offer is. Let's say you're selling a $100 thing, don't you dare be offering your time as part of the offer, when they buy that info product. Does that make sense? Even on a $1000 webinar funnel product, a $1000 product, I still tell people, I always tell people this, at the FAD event, to Two Comma Coaching, anywhere, I tell people, "Do not put your own time in to fulfilling each order." Okay. When we do the Two Comma Coaching programs, like when I built Secrets Master Class and we built that program, when we were putting all those things together, I am not doing one on one calls. And the reason why is because there's no way I could handle that, I'm trying to sell a lot of right? Of Two Comma Coaching programs and they're totally worth it. And it's awesome to have all those people in there. But I do group coaching calls and I record them and I make those recordings available to all the people who are currently buying and buying in the future. And I index them. So I say, hey, in this one we talked about this and they can go listen to the recordings, and it starts to replicate me. And this is when we talked about this and that replicates me. And this one we talked about that. And I index all of them and now they're all inside the Secrets Master Class and Two Comma Coaching programs. And now anyone who comes in the future, they can keep watching those things and reading those things. And I still continue to do the live Q and A, group Q and A, every single week. One on one coaching time, that's higher up on the value ladder for me. I don't want myself to be a part of that fulfillment, right? I don't want that. I want an info product, it's only a $1000, like my time is not worth that, you know what I mean? It's worth more than that. And so, I wanna ... Anyway, those are some of the easiest things ... Because when you offer a live Q and A, as part of your stack, as part of your offer, whatever it is you're selling, right? Stack slides and things like that, that's not just for webinars, that's for every step of the value ladder. No matter what you're selling. I don't care if it's a free plus shipping seven dollar offer, put a freaking stack slide side by side with it, alright? Where does the free plus shipping book sit on the stack slide, probably the tool, right? Or that top one. Cool. Let's fill in the gaps. Alright, let's figure out what a bonus one is, bonus two, bonus three, that's how we make offers, that's how we ... On any, in any level of the value ladder, okay? Anyways, I'm sorry, I know I'm going really technobabbly with this one, I just wanted to toss in three of these things that we routinely do, that I routinely do also, to boost the perceived value, to give more and actually help you guys charge what your things are really worth. So, anyways, number one, just to recap again, find some kind of physical product. If you don't have any ideas, Amazon probably does for you, right? Number two, software. Doesn't need to be expensive, Flippa.com, Freelancer.com. Honestly, what's cool too is you can go to the app stores and see what things are already selling. You can probably go to some coder and say, "Hey, I wanna make me a version of that." And all they gotta do is ... What do you call it? App hack. Right? Software hack. And actually create that. Number three, live Q and A's. That gives warm, fuzzies, that I'm gonna be taken care of, that helps me know that there's plans after this. That lets me know that I'm not left on my own. That makes sense? That lets me know that other people are involved with it. So anyway, those are three things. I'm sure there are a lot of other things as well, but those are the three go-to things that I continually go through and that ClickFunnels and Russell continue to go to as well, to help boost the perceived value of what it is you're selling. I'm not saying it's not worth whatever you're selling it, but sometimes customers have a hard time like believing it, you know? Especially if they're Debbie downers, especially if they're doom and gloom style people or they just don't ... Whatever it is, like whoever you selling to, people want that extra thing, they want to feel like they're taking advantage of you, which is sad and stupid. But if you can play to it, by boosting perceived value and show 'em like, "Yeah, you're right. You are taking advantage of me. Here's all this extra stuff." You know what I mean? Like then it can help you sell even more and those are little things that take hardly anytime on your fulfillment, you know what I mean? Which is awesome... So, anyway, guys hopefully that was helpful. It's one of my favorite sessions to do, we dive a little bit deeper into that, even at the FAD event and through Secrets Master Class, but I thought I'd just kinda dive into it a little bit more, so you guys can see a little bit some easy ways to do this. So, again, does not need to be expensive, does not need to be very time consuming even. And honestly, you don't need to be the one doing it, right? If it's physical, a fulfillment house can do it for you. There's a ton of places, right? I don't send out ... I have a free plus shipping CD thing that I've been sending out for years, I don't send any of those, some other person does 'em. I think in Indiana. I don't even know. That's the whole point with this whole thing. So, anyway, physical product, some kind of software and some kind of live Q and A, group Q and A that you can record and continue to use in other assets, in other places and keep perceive value high. So anyways, hopefully this is helpful guys. I know it's a little bit of a longer episode, but this is honestly one of the coolest things on the planet for me, to share that kind of stuff with you. Please ... You know what would be really cool though, honestly? This podcast is gonna hit 80 0000 download here, very shortly, which I can't believe. I mean, it's so exciting. Thanks for being listeners, thank you for jumping into this content with me and sticking with me in all this. Number one, I would love if you guys wouldn't mind to go to iTunes, I am asking, and just leave some reviews. It was fun for me to go back the other day and see all of people who have left reviews, it's exciting. It's really cool actually. Got me pumped. But number two, more importantly, honestly, if one of these three things, I would love to know if you guys actually implemented 'em and I would love to know how much money you guys actually made back from it 'cause that would be so cool. Very, very exciting. So anyway, you guys are all awesome. I really appreciate just you listening. You know what's really cool for me too? Is just to know you guys are all out there, that you all listen to this, that it actually is helping you with your life. I love reading your comments. I love reading the things you guys are doing as well. And you've been successful with all this stuff, so scratch and back both ways, just so you know. I love hearing your comments and making these, probably just as much as little pieces of gold I'm trying to drop in each one of these. So, anyway, you guys are all awesome. Talk to you later, bye. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Wanna get one of today's best internet sales funnel for free? Go to SalesFunnelBroker.com/freefunnels to download your pre-built sales funnel today.

Kaelin lost 65 pounds in 7 months. She set a world record in fitness for earning her IFB Pro card faster than anyone. More importantly she has taken what she has learned to help 50,000+ women lose weight and change their life. This is her #mondaymotivation story. Show Notes She was put through a hard trial 10 years ago that put her into a situatuation where she realized she wasn’t liking the person she had become both physically and psychologically. Kaelin had to make her own formula to become the person she wanted to be, which helped her change the market she currently works in and change other people’s lives as well. She used Funnels to become a best seller in Amazon and Barnes and Noble Learn from the mistakes leaders before us have made to improve your business and dominate your market Through using Funnels Kaelin plans on having the biggest weight loss company in the world Quotes: “In the future I’m looking forward to being the biggest weight loss company in the world I just firmly believe that with Russell helping us and with ClickFunnels at our back that’s totally possible. I just can’t wait to see us help millions and millions of women in the future.” “I realized that it wasn’t really the fitness I was here for. I remember what it was like being 180lbs at 5’2” and I know there’s a million other women out there who are just like me that aren’t sure what to do.” “I decided that day that now that I’ve done it, now that I’ve paved the way, I want to help other women do the same.” Links: FunnelHackerRadio.com/Book

Click above to listen in iTunes... Russell Brunson, Todd Brown, Brandon and Kaelin Poulin, Jim Edwards, and Stu McLaren... What's going on everyone? This is Steve Larsen. You're listening to Sales Funnel Radio. Now, for the next three episodes, I'm actually going to do ... This episode will be day one of Funnel Hacking Live, and I want to go through and show you the lessons I learned, and kind of what some of the speakers were doing and sharing with us. And then, obviously, next episode will be day two, and then day three. So the next three episodes are going to be a bit of an overview of the things that I learned. Let's kick it off. Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. And now, here's your host, Steve Larsen. All right guys, now the first thing you'll probably notice is that my voice is shot. I am completely humbled by the number of you that I met who listen to my podcast. It was so awesome. But I met so many of you. I was totally touched, also, by the number of you ... I mean, I was not expecting gifts, but a lot of you guys ... Anyways, I'm saying thank you to those of you did that. That was very nice of you and I appreciate that a lot... I pretty much talked for three straight days and my voice is totally gone. I was going to do these last night while it was all even more fresh in my brain, but I was like, "Gosh. I can't even ... I can't even ..." You know, anyway. I was like, "Maybe if I go to sleep, everything is going to be better, and I'll wake up in the morning, my voice will be better." It's not. It's actually worse. I'm probably going to lose my voice, 100%. Anyway, that's okay. Here it goes though, all right, so you just have to, I guess, deal with that. I'm going to go ahead though, and I'm going to let you know the things that I learned, the big takeaways from Funnel Hacking Live. Now, understand that what I'm going to do here, it's not going to give justice at all for what really happened. But, this is more the tactile stuff that I'm going to go over. The very first day that we had ... Gosh, it was such a good event. Oh my goodness. Everyone was going nuts, so crazy. Totally got my picture with Tony Robbins, which was crazy cool. That guy is huge. Anyway. I'm not a small guy either, but man, he was like a full two heads taller than I was. Anyway, all right. So hey, the very first day we had Russell Brunson speak, obviously, then Todd Brown came in and spoke. Russell spoke again about something so good, and I could see everyone going like, "Crap. I need to redo how my whole product works now that I've heard Russell speak." Brandon and Kaelin spoke. Jim Edwards spoke about copies. Stu McLaren came in and taught about membership sites and how to make millions of dollars with them, it was fantastic, it was amazing. Then we had huge round table discussions, and honestly, that's ... I really lost my voice from the majority of, really, two things. When people walked in the door for the very first day, I mean, music was bumping. I mean, it was so loud, it was awesome. The stage looked incredible; it was so much bigger than last time, which none of us could really believe. We were like, "Oh my gosh, this is just amazing." Melanie and our team did fantastic. It really, really went well. Just, I can't even ... It's hard for me to describe everything that went on there. But I ... As people walked in the door, I was screaming, "Yeah, what's up? It's game day baby," as loud as I could, slapping, giving hand-fives to everyone that came in. I'm pretty sure I started bruising my hand; it actually really started hurting. But it got everyone jazzed up and in state as they walked into the door, which is awesome. We wanted the energy levels to go up, because it pulled them out of their comfort zones. I try and do that a lot of times when I'm learning things, even on my own. All right, so Russell first spoke about creating a mass movement. These are really chapters that are hardcore in his new book. But the main point is that you really need ... You got to have three things in order to create a mass movement. The first one is, you need a charismatic leader. Second one, you got to be able to have ... There needs to be a cause. Then the third thing, I think it was a following... Crap, I should have brought all my notes with me as I was doing this. But, anyway, it was so good, because he started talking about ... This is way beyond product creation, right? Most of our audience speaks, and talks, and is focused solely on, "How do I create the funnel? How do I create the product?" Right? He's like, "Okay that's good, and you guys are getting really good at that as a community. But the next step is really, how do you get people to it." Right? Joe Polish, this reminds me of one of Joe Polish's courses, but he's talking about how marketing ... You think about sales, sales is what happens face-to-face, in front of people. I think that I've mentioned that before in this podcast. Imagine standing in front of somebody, that's how you sell them, right? But marketing is what gets them in front of your face, right? That's what turns their feet and gets them standing in front of you, and that's really what Russel talked about first. Very tactile, how to do that, how to construct the message, how to get it and put it all together. Really, really cool. Then we had a quick break. Then Todd Brown came in and he talked more about the big idea, and this idea that you could latch, go back in history and look at other marketing messages that were killing it, and just tweak those messages, and he showed you how to ... Again, the whole thing was extremely tactile. I saw someone post, and they were like, "I learned no actual hardcore strategy." I was like, "Man, you must not have been freaking in the room then, because you're the only person who said that. Ever." I don't even ... Everyone I've been talking to is like, "That was the best thing I've ever ... That's the best event I've ever been to, related to business, ever. Across all business, not just marketing, in general." I was like, "Yeah, it's pretty cool." We worked our butts off for it, so we're super glad that you guys liked it. But Todd Brown talked more about how to actually get that big idea, right, the one thing, and how to construct it. The big takeaway I got from him is that the creativity that your business requires is not in you. It's not. He said, "You have got to be obsessed with the market that you're in. As you dive into the market, and as you figure out what pieces are missing, the creativity comes from the market, not from you." If you're sitting there and you're not reading books, and you're not digesting things, and you're not there trying to get better and get your craft down, you cannot conjure the amount of creativity needed, that your business needs. I was like, "That's so key. My gosh." I started thinking back, and I was like, "Holy crap. He's totally right." Any time I've ever made a product that really has done well, it's because I have been obsessed with that market. I found out exactly what the pain points were, which essentially told me what to build. It didn't come from me. There was ... I actually wrote an e-book when I was in college, and I talked all about this, that man, essentially you don't need to be creative. That is the number one thing that entrepreneurs come out and they're like, "I got to create something totally new." It's like, "Ugh." Anyway, I'll talk about that some time later... But I wrote an e-book that talks about ... I call it "Product Big Bang Theory", which is where these new ideas ... I was like, "Oh, I got to create something totally new," and it's like, actually the market might not even be ready for that. Let's say you actually did pull that off, which is super rare, that something you just made was totally new, not influenced by anything else, that's rare. That doesn't happen very often, right? It's more about product evolution. Right? You look at current states of things and you make an improvement on the way things are, and sell the solution. Then the next person comes along, he's like, "Well that's cool. That brought me up to here. But, now let's go ahead and let's elevate it again." Why are there so many freaking iPhones? Right? That's exactly what product evolution is. That's how huge money is made. Not by product big bang theory; half the time the market doesn't even accept it, you know what I mean? Anyway, I'm getting sidetracked, but ... Okay, that was the first half of the day. It was so good. Then Russell came back on and he gave a speech about how to sell pretty much anything, without selling anything. That was his headline. "How to sell almost anything without actually selling anything." He talked about this concept of ... Okay, right now, you listening, right, think about the industry that you're in right now. Think about it, and think about what it took for you to become an expert in that industry. If you don't feel like you're an expert yet, just keep learning. Right? Keep learning, and the fastest way I know to learn is to teach. Right? This podcast also helps me, guys. It helps me sharpen my craft. Right? Sharpen the saw and get better, and better, and better... I always tell people to get a coach, because it accelerates your learning, and then be a coach, because it solidifies it. Get a coach, be a coach. Get a coach, be a coach. Get a coach, be a coach... That's what I gave my closing speech on at graduation, when I graduated. Anyway. He goes through and he starts saying, "Look, as you came into this industry, whatever it is that you're in, you loved it and you started learning all the vocab from that industry." Sales funnels, auto-responders, SMTP, right? All this crap, no one know what that is if they're not in here. You go out, you get so excited, and the first person who you think is even remotely a good fit for a sales funnel, let's just use that as an example, you run up to them and you're like, "Sales funnel. Auto-responder. SMTP," and they're like, "Ah." You know, we call it technobabble... Technobabble's this thing that will kill the sale, always. The point of Russell's speech on that is that he said, "You need to go back to the time where you had the epiphany, personally. Right? That you needed a sales funnel, and you have to tell that story in a way that gets them in the same state, to have the same epiphany that you did. And then you don't have to be selling anything." Suddenly they'll have the epiphany. They'll realize, "Oh my gosh. I got to have a sales funnel now." You know what I mean? For me, because of the origin story, right? My origin story ... I've said this before, so I'm not going to go into it, because it's a big story. Right? I was in college, I was trying to make a lot of money on the side, and I was doing all right at it. I was getting hired by Paul Mitchell, the hair school. I was driving tons of traffic for them. We were building websites for some of their rising celebrities. Funny, because it was in the middle of my marketing class. We walked up to the teacher and I was like, "Hey, I don't want to come back to your class ever again. I'm already doing this stuff." He's like, "Cool. Just show me a deliverable at the end." So I went and I worked for Paul Mitchell during those hours, three hours a day, driving lots of internet traffic for them, and I could get huge volumes of traffic. I was getting all these people, all these ninja waves, white hat and gray hat stuff. We were getting lots of website visitors for Paul Mitchell there. I realized I could get tons of traffic. But I kept looking at the numbers, and they're like, "Okay, we're spending extra money on this traffic that's coming in. We know we're targeting okay, but why aren't people converting? How do I actually know that these people are making me money?" Right? It's a brick-and-mortar story. That was the big challenge, bringing them from online to offline, and walking into their stores. Right? That's when I realized, there was a skillset out there that I did not have, and that's what ultimately led me to getting all over the internet. I was like, "Oh my gosh. How do I do this? How do I do this?" That's when I ran into "DotCom Secrets" and Russell Brunson. That's how I did it. Anyway, that was the whole point of that though, is that you need to go back to ... start categorizing, start ... Sorry. I'm getting ahead of myself. Start indexing. I should say that, that's probably a better way to say it. Start indexing your stories. Okay? Russell told way over 40 stories in each one of his presentations. It's not because he's just sitting there telling stories, it's to help us. Now that you know, okay, watch what he does, watch what he does in his Snapchat. That's a huge, long, slow story that's going on. You see behind the scenes of what he's really doing in his own personal life. Right? That gets the attractive character up... He tells stories in his podcasts. He tells stories, and it's to help people have the same epiphany of need for what he's selling. Right? That's exactly what it is. That's exactly what he's doing, because he doesn't like hard closing people. He's not even that good at that. I'm not either. I'm not very good at hard selling... It's like, when I was doing door-to-door sales, that was one of the things I sucked at. I was like, "Man, I could come up with a sweet offer, but the best way to sell without selling is story selling." That's what we call it, instead of storytelling... Anyway, so we're going to keep going on. Then Brandon and Kaelin Poulin came up and they talked about social webinars, and they talked about how they spend a thousand dollars getting Russell's Funnel Hacks class. I'm sure you guys have had the Funnel Hacks class, you've gone through it, you know what it is. It's the, "My weird niche funnel that's currently making me 17 grand a day," which, that's very low compared to what it is now. But, anyway, they went through, though, and they started saying, "Hey, I got the thousand dollar thing, and all we did is we played Russell's thing for five seconds and then we stopped, and we implemented exactly what he was saying. We paused the video." He's like, "Sometimes it would take us hours to get through this set that he just showed, and we'd play the video for five seconds, then stop." Russell wanted them up there ... Sorry guys, my voice is shot. I'm trying to do the best I can here. Okay? But Russell wanted them up there to show you guys that you can go just follow Russell's path, and just pause the video. Just pause it, do what he said. Pause it, do what he said. The first year they did that, they turned that thousand dollar investment into 300 grand. The second year they did that, which was 2016, they turned it into 2.3 million. Right? Every time they saw Russell do something on social media, they paused the video and immediately did it. Right? I mean that day, they got it done, and that's how they did it. They didn't know anything about tech stuff. I know way more about click funnels than them. Right? The point was implementation, was getting out there and just doing it. Right? They used social webinars to do that. That was the name of their speech. They would stand up, and one of the cool takeaways I got from them was they said, "Hey look, if you can do it afraid, you'll be able to make it." Meaning, it's scary sometimes to do this stuff. You're like, "Oh, I don't want to do the webinar. I don't want to get out there. I don't want to be myself. I don't want to do a podcast when my voice sucks." You know what I mean, like right now? They said, "If you can do it afraid, people will sense that, they'll bond with you even more, and you'll be able to just take action and just get it done." It works out for everybody. Let me keep going here. Then there was a break, and then Jim Edwards came in and he taught about copy. Now, he is the creator of Funnel Scripts. If you guys have never used that software, fantastic software. You go in, and he basically says, "Hey look. Look, copy is not written, it is assembled." All the top copywriters in the world understand that there are elements, there are fill-in-the-blanks, for whole sales letters. Right? Everything. If you need to change your sales letter a little bit, he's like, "Think of it like Legos. All right? You take one little Lego out, and you stick another one right there to complete the sentence." You know, how to blank without blank. You know, how to make a million dollars without leaving your house. You know, how to blank without blank. Over and over again. But that works for all copy, it's not just for headlines. It works for ... He said, "I became a great copywriter when I realized that, that copy was assembled, it's not written. You are not a copywriter, you are a copy-assembler." You might think, "Okay, wow. That's not ... Is that a big enough golden nugget to actually make a speech on?" Well, then he started going through, and he started showing us how ... I mean, this is how Funnel Scripts works. If you ever used the software, it's these inputs that you toss in, and it spits out all your sales copy. At the end, he said, "Hey. The best copywriter that I ever hired, ever, is me." He's like, "If you really want to get amazing at copies, Funnel Scripts is a great launch pad. It will get you there very quickly, but you have got to learn how to assemble it on your own." He gave all the funnels, and all the scripts, and all the fill-in-the-blanks that we would ever need for any type of copy, ever, while we were there. It was a really huge value. Most the speakers gave something ridiculous at the end. It was really nice. Just, tremendous value the whole way. Okay, then Stu McLaren came in. Guys, if you don't know who Stu McLaren is, this guy's one of my heroes, second to Russell, okay? What Stu does with his time, is he goes out and he has something called World Teacher Aid, and any time you ... Some of you guys ... We were actually shocked at the number of people that did not know this. When you click 'Add New Funnel' in ClickFunnels, and you build the funnel, as soon as 100 visitors hit that funnel, a dollar automatically gets donated to World Teacher Aid. Well, we presented him with a $76,000 check while he was here. Literally 100% of all the money that comes into World Teacher Aid is used for building schools in Kenya and Africa. They've built like 11 of them now. Anyway, it's really, really cool, really touching. But we were like, "Holy crap, 76,000 funnels with 100 people came in." That's what that means. Oh my gosh. But he came in and he talked about membership funnels. What he does, is he goes through and he says, "Okay, I'm going to make a sweet membership site, but I'm only going to spend 2 weeks out of the whole year running it." You're like, "What the heck?" He goes in and he says, "Okay. I'm going to go in and I'm going to, on week one, let's have an expert come in and teach something. On week two, let's do a live Q&A about it. On week three, let's do some kind of blog or post, or something like that, some other tangible item that they can go learn from. Then on week four, we'll do some other behind-the-scenes video. Like, 'Hey, this is how I really do it. These are the little hacks I learned.'" And that's what he does. If you look at those, week one, two, three, four, the only two pieces that you have to do ahead of time are getting an expert to come in. He flies everybody in. In two days he interviews, back-to-back, to back-to-back, to back-to-back, to back-to-back, 12 of them. Right? Pre-loads 12 months of content, gets it transcribed, puts it in the membership area, puts it on a drip thing so that it goes out for them after 30 days, after 60, 90, the whole way through the year. Then he creates the blog post for it, same thing. He gets the whole thing set, and then he presses go. The way that he makes $7 million a year off of membership sites, where he only runs them a couple weeks a year, is by the way he handles the cart. He does not leave it open cart all the time. He leaves it as seats. He's like, "Look. I treat you guys like students. I really do want you to know." So rather than these huge ups and downs in his membership sites, he will literally just ... It's like stairs, steps. It's a little up, and up, and up, and up, and up, and up, and up, because while the cart is closed, while people can't get in, there's a waiting list. If there are times when he knows he wants a little boost in the revenue or he might lose some numbers, he just goes to the waiting list and says, "Hey. Look, a seat is going to open up. If you guys want to jump in, go for it," and he'll get a little boost in the sales. That's how he handles membership sites. I thought that was a really great takeaway, and I just wanted to share that over to you guys. Anyways, after that, Russell is taking people to Kenya if they buy a school. We're just trying to raise money for charity. But we don't any of that, obviously. That's literally straight for charity. Then there were huge round tables at the end. It's like non-stop talking. It was awesome. It was really fun to talk to you guys, because half your questions are tactile, "Hey, how do I do this in ClickFunnels?" Then the other half are strategy like, "Hey, how would you sell this?" I got to sit down with so many of you and draw out funnels, and show you how I'd do this, and the ways we've seen it work. You guys know I've built over 140 sales funnels with Russell in the last 11 months. Way more than half of them have been all on my own. You know what I mean? Right at the beginning it was like, "Hey, build this funnel," and then I'd go out and I'd build it, he'd destroy like 90% of it. Well the percent that he's destroying is going smaller, and smaller, and smaller, and smaller. Until finally, the last six months has been like, "Okay, cool. Hey, just change the headline just a little." That's it. I was like, "Holy crap. That's so cool." But it's really fun to sit down with you guys and just start showing all these cool things we've been doing. Hopefully next year we get a round table. That's what I'm hoping for. Don't tell Russell, but tell Russell if you want to. Be like, "Russell, Stephen, why aren't you speaking? Why aren't you at a round table?" I was like, "Well, it's not my company or my call, so I'm not ... " Maybe next time I will. Anyways. Guys, that was the first day. We were there until midnight, and then we got back up. We had our meeting at 7:30, and then huge hand-slapping times the whole way, high-fives coming on in. It was awesome, again. Anyways, that was the first day. Hopefully something in there I said was of use and of value to you. Very, very awesome. I want to encourage you guys right now, if you want to ... I think we sold several hundred tickets for 2018. We sold almost 100 for 2018 right before this event actually started. But then during this event, we sold another couple hundred tickets. Anyway. There are 35 tickets, 35 seats, available for our next conference in 2018. It's going to be at Disney in Florida. We already got the resort, everything's done. The contracts are signed. We are going to freaking Disney... The early-bird price right now is 697. I think you can go to funnelhacking.com ... Well you can, I built it. Go to funnelhacking.com. You can only buy single tickets right now, not two. But, just so you guys know, a little inside track here, they are going to raise the price significantly higher for this one. Half of it's just because of demand, and because we bring in people like Tony Robbins. You know what I mean? That is not cheap. I am legally not allowed to tell you how much money it was, but holy crap. Get your ticket now, is what I'm telling you to go do. I'm not pushing an affiliate link, I'm not telling anything else, I just would love to meet more of you guys. About 75% of the room raised their hand when they asked if this was their first event. I think it's because you guys were listening. Anyways guys, fantastic time, and again, next two episodes, I'm going to go through the next two days here. I think you guys are going to like this. It got even cooler. I can't even believe the first day was just so freaking awesome. The first day, when Russell and I were talking about it and going through it, we were going through slides ... I made so many images for his slides. It was a lot of fun doing it with him. But, we realized that the first day is so foundational for the remainder of the event. All right? It had less to do with, "Hey, make this tweak on your funnel here and get an increase in conversions." That's not what the event is about. The event is about how to sell. The event is about how to actually be the business owner. It's about how to outsource. It's how to craft your message. That's really what this was all about. Okay? I saw a blog post from some guy, Billy Gene, and he was like, "This was the worst thing ever. Day one went by, and he didn't go through any tactics." I was like, "Are you freaking kidding me? What he just laid down there means you don't have to strong sell anybody else ever again, ever. All right? I don't like doing that. I'd rather put that on autopilot through a funnel, and he just told you how to do it." No tactics, my butt. Anyway. Okay, don't get me started on that, because what he put out there, there's nothing else from that event ... There's nothing else you could learn that was so valuable. It's pretty much more important than the offer. I have watched Russell ... Just so you guys know, and then I'll end this podcast. I have watched Russell, many times, not know a thing about the person's product, but because he asked certain questions, he knew how to sell it. Did you just have an epiphany? Because you should, about your own products. Some of you guys are so obsessed with your product, but you are not obsessing on how to sell it. They're different things. They're totally different things. Right? One, you've got, let's say ... I was asking someone at the event, I was like, "Do you know what's in a Campbell's Soup soup? What are the ingredients?" He's like, "You mean like all of them on the back?" I was like, "Yeah." He's like, "I don't know." I was like, "Then why'd you buy it? You don't know everything that's in it? Oh my gosh. You're crazy. You're nuts." I was like, "Now is that really that crazy or nuts?" He's like, "No." I was like, "You are thinking that everyone is going to look at all the ingredients in your offer, and all the little pieces, and all these things. That's true; the offer needs to deliver, it needs to be awesome. It's got to be amazing. But, just as important, if not more, in fact, I would say even more, you have got to obsess on how to sell it." I say, "Okay now, can you tell me what a Campbell's Soup label looks like?" He's like, "Well, yeah," and he goes through. I was like, "Okay, now why is that?" He's like, "Because they spent so much more time ... Okay, the ingredients list is on the back of the can, even. Right? That's not the highlight." However, it is the product; it's got to be there. But the message, what people see, the thing that pulls people in, right, the message they put on TV of you drinking this soup while you're sick ... Those are stories. That's how everything's sold. Anyway, I was trying to tell some of this, "Understand what I'm saying to you, that the product is important, but you have been obsessing over your product for the last several years." I knew he was. I was like, "Stop. Okay? It's time to obsess on the message. It's time to obsess on your culture. It's time to obsess on all the little analogies you're going to tell, and inventory your personal stories so people get attracted to you. Let's say your product got shut down, or you lost something, or whatever, that way people still know who you are." Does that make sense? That's the important of this, and that's really what day one was. Anyway, it was a long podcast guys, but hopefully you guys liked that. Hey guys, seriously, again, I would go get the ticket if you haven't. I'm so excited to show you guys day two and three. Holy crap. All right guys, talk to you later. Bye. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnel for free? Go to salesfunnelbroker.com/freefunnels to download your pre-built sales funnel today.

Final Clickfunnels webinar? On this extra long episode Russell talks about doing a webinar for Clickfunnels today, and why it's the last time. He talks about where he was a year ago, and how things have changed for Clickfunnels in that year. Here are some interesting things you will hear in today's episode: Why Russell thinks doing a webinar a week for your business is still a must, but why his business is different. What revelation led to The Expert Secrets book and the possibility of doing an infomercial with Dean Graziosi. And what you can expect to see with Clickfunnels when things change in January. So listen below to hear what kind of changes are coming for Clickfunnels in 2017 and why. ---Transcript--- Hey everyone, this is Russell Brunson I want to welcome you guys back to Marketing In Your Car. Now, it's funny I get people all the time that ask me what microphone I use due to its amazing audio quality, and it's just my phone. I don't do microphones, I just hold it and talk into it. I figured if I had to get a microphone set up I never would have done it. I just want to be able to do these whenever I want to. Whenever I want, so I need at least the most simple, easy setup possible and that's how we did this, which is really cool. I actually just got a brand new iPhone, so this is my first time recording on this new iPhone, which I'm kind of excited about. With that said, it snowed last night, if you follow me on Snapchat….I may be killing Snapchat, I haven't decided yet, but it's kind of frustrating but it's also kind of fun. I may be moving it over to Instagram Stories or something, I don't know. But we went, half my kids are out in the snow playing in it. Norah and me were in the hot tub, it was really fun. Then the kids want the fireplace on, so I ran in my bare feet in the snow to turn the fireplace, it was some good times, but I survived it and lived to tell the story. Today is exciting day because today is webinar day. We're doing a webinar, I was doing the stats, 4500 people registered. What? Which is going to be exciting. It's funny, we're getting towards the end of the year now and I want to share a message that'll loop back to the beginning of this year. For those of you who have been listening to the Marketing In Your Car podcast, if you haven't been, go and binge listen to all of them and catch up because there are some important things you're missing. Just kidding, kind of. There was a podcast I did, I think in January. I was driving home and it was snowy as well. I think it was called the business model for the next twelve months. So if you go to marketinginyourcar.com and search on the page for business model, or twelve months, it should pull up and you listen to it. But I walk through a challenge I give to everyone, that basically do a live webinar every single week for the next twelve months and transform your life and business and it'll be amazing. What's interesting is that, as I've been saying that over and over and over again, very few people have. Surprise, surprise. But the people that have are doing some amazing things. Some are speaking at Funnel Hacking Live, some are doing different things. One of them, I'm going to brag, I hope they don't mind. I'm sure that they're probably listening to this, but Brandon and Kaelin Poulin are examples of people who just, every time I'm like, “Hey you should do this.” Just do it and it's amazing. And last month, and they're in the weight loss space, they sell $147 product and you might think, well how much can someone make doing a webinar a week every single week for a year? And I tell you it compounds. It's a compounding interest game. I remember some famous guy said something about compounding interest, which was cool, but I don't remember the quote or the actual concept behind compounding interest. I only know how to sell stuff. But it's the same thing I think. It compounds. Just to put into perspective, when I met them at Funnel Hacking Live, they were doing about $100,000 a month that was in March or April, whenever Funnel Hacking Live was. Then they joined Inner Circle and kept doing it, and kept compounding and compounding. November, I actually sent an email out the other day, I was like they did almost half a million dollars in November. And Brandon messaged me back, “What? We passed 600 grand in November.”  So I want to put it in perspective for you. $600,000 selling a $147 information product in the weight loss industry. That's the power of what we're talking about, this compounding interest, this compounding effect of consistently doing the same thing over and over and over and over again. And I've shared it with some of my friends, people who are successful, I had one friend I won't mention his name. A great marketer and super cool guy, and his company has been stuck at about $3 million dollars a year for a couple of years. Which is funny, for some reason, I was stuck at 3 million a year for a long time, that was my sticking point. There's different sticking points, for me to break a million dollars was really hard, took me four or five years in a row, I was trying to break a million dollars from January 1st to December 31st, and I missed it multiple years in a row by a couple tens of thousands of dollars, like 20 or 30 thousand dollars. There's some mental block, and after I broke that I shot to 3 million and stuck there for a long time. Could never really break through that, in fact, I broke through it one time, when we built a big company up and had a huge staff, but our profits were horrible, then we shut that down and I was stuck at 3 million again for 3 or 4 years consistently, could not break that mental barrier. What changed it for me was that transition to selling a lot of different product, because that's the mindset of marketers, I gotta create the next big thing, to make more money to how do I make something consistent that I just keep pushing people through. For me it was the webinar. We did the webinar and I committed to our team, because everyone….it's funny, when we launched Clickfunnels, a lot of my friends, and I saw it in forums, in Facebook groups, people were like, “Clickfunnels looks cool, but it's Russell's flavor of the week. I don't want to move my whole platform and then next week he's on to a new thing.” I was like, “Crap, I have to show people that I'm serious about this. This is the future, this is my focus.” So a lot of my friends actually, didn't sign up for a year and half to two years because of that. They were afraid I was going to move on, because that was my pattern. That's all of our patterns. We do something initially to build a big audience of people. Then the way we start making money is create new things to sell to them. And that's part of the strategy, there's value in that, but what's more valuable is creating a front end offer that's evergreen, consistent, that you're always driving people into. There's a consistent message, consistent onboard, everyone comes through the same channel, buying the same thing, understanding the same concepts, then as you're building your culture and all these other things, come off of that. So I started doing these one things consistently, that was kind of my promise to Dylan and Todd initially, “This is going to be my focus, don't worry guys. I'm not chasing the next shiny object. We're going to focus on this.” It took me three months before we figured out how to sell it right. We had multiple failed product launches initially. Then we figured out the webinar was how we were going to sell it, and it worked. We did the webinar over and over. And I did the webinar every week for almost a year, probably more than that. Some days I would do two to three webinars in a day, which is a lot. I don't know if I could handle that nowadays. When we first got started, that's what I was doing. I'd do a webinar and get off, then do another one and get off. If you do it, those of you who have done a webinar, a two hour webinar, it drains you. All your energy is going into it, and to do two or a couple times three in a day, it was tough. But I was learning my message, finding my voice, understanding where people were getting stuck, perfecting it and going over and over. And the nice thing about doing it live is it gets everyone on your staff and team focused on this thing. This last year, we had so much success and the webinars were kind of shifted over to automated webinar, and that's been running for most of this year, so I haven't been doing them live that much this year. But I paid my dues, so it's okay for me. For you guys, you gotta pay your dues first then you can. After you've done it 50 or 60 times live, you're allowed to automate it. So we automated it a lot this year, it's been good, a consistent stream of money, but it hasn't been this big focal point. So we wanted to do one big last hurrah, which is happening today in a couple of hours, to do the funnel hacks webinars. So we did a big push and got 4500 people on it. 4500 people means we'll get a thousand on the webinar. We consistently close 20 percent, that means 200, so we're looking at probably 150-200 thousand dollars live on the webinar. And then from replays we should double that. Gets us to 3 or 4, but then we'll also have a big urgency and scarcity scare since this is the last time we'll be doing this webinar, in fact we're doubling the price of this offer and changing the webinar as a whole coming into the new year. So there's a lot of built in urgency and scarcity. So my guess, we'll probably end up with 5 or 6 hundred thousand from this in immediate sales, but the lift from that is huge as well, because even people that don't buy, now they are indoctrinated into our process. They sign up for Clickfunnels, they start buying the books, all the other pieces start happening and there's so many big benefits that come from the consistency of the webinar. So I just wanted to kind of circle back to when we talked about, almost a year ago, and get back to that. Like I said, my friend who's stuck at $3 million I told him, “This is the model. You gotta do a webinar every single week.” He was like, “I can't write a new webinar every single week.” I was like, “No, you do the same webinar every single week.” He was like, “I can't do the same webinar every week, my audience will get tired of it.” I was like, “Exactly, that means you gotta bring in a new audience.” And he was like, “No, that won't work. We make our money by creating new things, and it takes me a couple of months to create a new thing.” And I was like, “That's why you're stuck at 3 million dollars, because you can't.” It's a hard, hard road to grow past that until you find…… I know that, from a decade, ten years of me trying that and launching and re-launching. No, focus on creating a front end, it becomes so amazing, good, and powerful that you can consistently bring new blood in that brings new blood in. The second half is that you'll find these businesses that are stuck at 2 or 3 million dollars a year. Usually after a year or two of that they start getting atrophy and it starts shrinking and there's usually a couple of reasons. One is the entrepreneur is burned out of creating new offers. Number two the audience starts shrinking. I don't know what it is, we all get good at bringing in an audience initially, and then we have it and we stop focusing on that. We've gotta be focusing consistently on new leads coming in. It's a life blood of your business, even if you don't want to grow, just want to maintain, it's essential to have. It's interesting, I have been listening to an old course, an old Kennedy, actually Bill Glazer course, it's called Think and Grow Rich for Renegade Entrepreneurs, or something like that. I found it somewhere. So I've been listening to that and the firs thing he talked about is renegade entrepreneurs thinking to grow rich is that they all have a focus on consistent new lead generation. No matter how good their business is doing, they are always focusing on consistent new leads coming in. As I move into this new year, we are changing the webinar offer. We're changing the pricing. We're doing a lot of cool things inside of Clickfunnels and how we sell it, but I'm not going to be doing this webinar anymore. So for me it's like, what's the new horizon? What are we shifting to? I still recommend for 99.9% of all business, the focal point should be a front end webinar. In fact, we will still have webinars that are selling on the front end. But for me, I think I've talked about this with you guys before, my whole goal now, we just passed, it's crazy. This week we passed 25 thousand active customers inside of Clickfunnels. That's not people who signed up and left, that's people who are actively being billed, happily. It's…..we never thought we would get to that. We talked about that, “Oh yeah, when we have 100,000 customers…” but we never thought that was a real thing. But a little over two years in we're at 25 thousand active customers, which is crazy. So for us, it's like how do we expand that market? How do we get it bigger? We can keep doing it through webinars, and we will, but I think for me and my business, and again, I'm not saying this for all businesses, because I do not think this is across the board, but for Clickfunnels to grow….we'll continue to grow in the channels we are, people that have existing businesses that need a funnel, but the big opportunity for me and our team is, and it's funny because a year and a half ago when I started down this project, for new customer acquisition, how do we keep the fuel in the pump? It was funny, we were looking at, trying to figure out, what's the offer I create so that all small businesses will start using Clickfunnels? I was stuck for 3 or 4 four months, trying to think through that, trying to figure things out. And it's funny, I may have told this story before, if not it's worth telling again. So you guys may hear it twice. A year and a half ago I had joined Joe Polish's 25k group and the night before the first meeting, I got invited by some cool people to come to this little dinner party. It had about ten people in it, so I come to this dinner party and Dave Woodward came with me to the trip, but he wasn't able to come to the dinner. And prior to that Dave and I were talking about it, “How do I create, a book I need to write, or is it a webinar? What do we need to do to penetrate and get all of small businesses to start using Clickfunnels? And we're thinking through it and thinking through it. And it's funny how when your brain is on something how things just open up. So I'm at this dinner and sitting across the table from me is Dean Graziosi and Dean is someone I've always looked up to and he's been on TV for 15 years selling his books. I think he's probably sold more books through direct response marketing than any other human on earth. The person who might be closest is Kevin Trudeau but he's in jail right now so I'm not going to work with him. But Dean's the best, and he does things in a really clean way that aren't cheesy, that aren't like the dirty stuff. And I'm sitting across, looking at Dean and we're talking about, I don't even know, something unrelated, and as we're talking I had this epiphany, I don't know, I look at it probably more like a revelation from Heaven, but who knows, whatever it is. That thing that is like, “Russell, you are going to be writing a book, you're not going to be targeting small business owners, that'll take care of itself. You have to expand the market and the book you're going to write is going to be called Expert Secrets.” I own that domain, but that was never in my vision to write a book called that. “The book's going to be called Expert Secrets and somehow Dean's going to write an infomercial for you.” I'm sitting there listening to Dean talk about his kids or whatever, and I was like, “What? Did I just hear that right, because I don't know if that makes any logical sense whatsoever. Then my brain comes back and its like, it doesn't need to. I was like, alright cool. All I had was this little glimpse, “Okay, you are writing a book called Expert Secret, it's going to help you expand the market and Dean's going to write an infomercial.” I'm like, okay do I tell Dean that he's writing an infomercial for me? No, don't tell him, he'll think you're weird. It's like on a first date, I think this is my wife, should I tell her? No, don't tell her on the first date, hold that in. That's how I kind of felt. So that was kind of the beginning of it. So I went back that night to the hotel room and I saw Dave and I was like, “Dave, I'm writing a book, it's called Expert Secrets and the whole goal is to expand the market.” And he's like “I got chills. Yes, we need to do that.” I'm like, “Alright.” So Julie, who is my writer, helps me with my writing projects, I voxed her that night. “Okay Julie, I'm writing another book.” She's like, “You said you were never writing a book ever again.” I was like, “I know, we're doing it anyway. I'm wiring you some money, give me the info again.” That night. I wire her and then I start writing this book and we start going down this process and I have no idea how all these pieces are going to take place, I just know that it's supposed to. So I'm going to start running that direction. So we start running. Some of you might already know I wrote the whole book and then this summer I was editing it and trying to get it ready for the publisher and I realized that I hated the book. So on Snapchat I highlighted all 250 pages of it and deleted it. Messaged Julie and said, “We're writing a new book.” And she's like, “What? We just wrote a book.” And I'm like, “Yeah, we're writing the same book again, but this one is going to be way better.” And started over, I'd been working on that project, in fact, today I finished Secret number 7, which is chapter number 7. For some reason I have to name everything secrets, I don't know what's wrong with me, I just like secrets better than chapters, so whatever. And the book is legitimately, I'm so proud of it. I can't even….so proud of it, so excited to share it with everybody. It's gonna change a lot of lives. Change how people look and view how we sell and how we influence and how we can affect people's lives. So it's gonna be awesome. And then I'm in Genius Network, I go to that….Excuse me, now I'm going to rewind back. This is the next morning after hanging out with Dean, I'm in the genius network and I love Joe and Genius Network…..Just the way that…..I'm not a super huge fan of some of the way that…….I'll leave it there. I'm out in the hallway talking to Jason Fladlien. Jason's a big mentor of mine and I'v e learned some things about belief that….I was telling him the last time we were hanging out, “Do you realize those things you told me about belief have changed my whole life.” He was like, “ I don't remember talking to you about that.” I was like, “Really? It was a really big deal to me.” He's like, “I don't remember that.” It was funny. I was talking to Jason and I told him we had launched a certification program, I was like, “We're shutting it down.” He was like, “Why would you shut it down.” I was like, “It's not working.” And we tried to talk through it and we were going to shut it down, and he was like, “Why don't you find some rock star to run it for you?” and then I was thinking, if I can find the right person, then yes I would do it. But I don't see that vision. Then a couple of days later, we're sitting in a room talking about shutting down the certification program and all the sudden, I can't remember who it was, but someone mentioned Norah and all of us in the room got chills, it was like, yes, she is the right person. She will take this to the next level. Norah is that person. We called her up, begged her and she came in and built the certification program. And what's interesting, the certification program, we're certifying all these amazing people now who were building funnels… I just pulled up and Steven is looking through the office window in a Santa hat, waving at me going crazy and saying Webinar Day. Anyway, this certification program is certifying all these amazing people who are now going and penetrating getting funnels into local businesses, which is cool because I was trying to figure out how to get that, how to go that direction and it didn't make any sense. Now I know that those markets will be filled through the certification program, which is so cool to now see the vision later. So we're working on the book, go to the next Genius Network, and I went to the last one and I was like I was not planning on re-upping, so I was like, it's been good and I like it but it wasn't what I needed right now in my business. The night before the last meeting, Dean's like, “Hey come to my office.” So I swing over to his office and we talk for a bit. He shows me his infomercial studio, I'm sitting in this thing and I'm like, this is where he's going to be filming an infomercial for me, but he doesn't know that yet, how do I not awkwardly bring it up? “Hey man, just so you know you're building an infomercial in this studio.”  It was pretty cool. And then, I was talking about how cool it'd be to have him do an infomercial. I just dropped it as if it just came in my head, not that I'd been plotting it for a year and knew it was going to happen someday in the future. I was like, “Man, that'd be so cool to have you do an infomercial. What does it look like?” an d he's like, “I don't do infomercials for people, but I might be willing to do one for you.” I was like, “Really.” And he's like, “Yeah.” And he gave me some cool compliments and I was like that's cool. And then he kind of mentions in bypass, Joe Polish and I are thinking of doing a 100k group, would you be interested? And I said, “If you help me do an infomercial I'd definitely be interested.” And he was like, “Alright, I think we can make that happen.” And we kind of left it at that. I was like, oh my gosh. That night I was all giddy, this may actually happen. There's now a path that this could actually, that this might possibly happen. So the next morning at the 25k meeting, the first thing Joe and Dean do is they launch, “Hey we're launching a 100k program.” Dean's like, “Brunson's thinks he's in.” and I was like, “I'm in.” and they handed me an order form, I filled it out and joined the 100k program. I'm like, I don't know the answer but I know that this is the path. Somehow Dean's making the infomercial and I just need to be closer to him. So that was kind of it, and now the 100k program, we had our first meeting a couple of weeks ago, I think I talked to you guys about that. And what's cool, is at the meeting he asked me if I would train for a little bit. I was like, “What do you want me to train?” and he asked what I thought would be best for this audience. And I said, “I know what would be best.” So I shared some stuff in expert secrets book, it's almost like a test to see how this audience would respond to it, and they went nuts. Insane. I was like, yes the message is right. The book is right. And I told Dean, my book's about this concept. And Dean's like, “I want to help you with the infomercial.” And I was like, “I want you to help me with the infomercial.” And he text the other day, “I think I have the perfect host for your show.” I'm freaking out that all this stuff is happening. For me the market expansion is the book, Expert Secret and using it through an infomercial. I mean we'll be doing a normal book launch and pushing through channels that we're good at. But I see a very clear vision of how we can use Expert Secrets to create the market to get people to…… Because the hard thing with a small business owner, let's say it's a chiropractor. If I go and I'm like, “I want to show you this thing called Clickfunnels.” And he's like, “Alright.” And I show it to him, “Look you can drag and drop and move things on the page.” And he's like, “Isn't that how all website builders work?” because he doesn't build his website. It's the consultant that they hired or the webmaster that does that. To them it's not a big deal, so the only way to get to them is to become a consultant, which is why the consultant program is working so well. I'm like, if we want to expand, we have to create people who are going to be using Clickfunnels. How do I create somebody? I show them the value they have within themselves. I show them that they've got talents and hobbies and skills and the thing that they goof off on the weekends because they love it, could actually become a career for them, if they learn how to structure it right. As soon as I can convince them of that, which is the goal of the book, then they need Clickfunnels the tool to be able to actually implement it. And that's the magic. So that's how we are going to be expanding our market. That's going to become our new front end. Don't forget, unless you're worried I'm shutting down webinars, after they go through the book the next funnel is the webinar. The message will be a little bit different. In fact…..it's already been 21 minutes. I'm sorry. I've been sitting in the parking lot freezing because I'm so excited to hang out with you guys. So I'll just tell you some more. So what's going to happen is they're going to get the book, through radio, infomercials and online, all these different channels are gonna be pushing it. After they get the book, then there'll be a survey they take. The survey will identify what type of business they are and then there's a different webinar based on each of those types. And that's the future, where we're going. At least I think so. It could definitely change in the next few months. But that's where we're going. And Dean may decide next week that he hates me and not do an infomercial and I'd be totally cool with that. But so far I said, that's the direction I'm going. But for most of you guys, the book is a much harder direction, longer and I think that for every one of you guys, if you join the inner circle, 99% of you guys, I'd say, you need a webinar and you need to do it every single week. And you'd say, “I want to automate it.” And I'd say, “Go back to this podcast episode.” And I'd make them go back and listen to it and say, “After you have perfected your message then you have my permission to automate it, but not before.” And that's kind of the same thing I wanted to mention today. It's been a year now. And those that heard that message a year ago, if you've been listening, you could be in the spot where Brandon and Kaelin are, where you did 600 thousand in sales on a webinar in November. Or maybe you haven't done the webinar yet, and it could be both ways. There's a kid, I'm learning his story, 4 or 5 people keep telling me, I haven't met him yet. In the Clickfunnels group, he's an 18 year old kid who was a pizza boy a little while ago and he learned the perfect webinar and he did like, I don't know, 3 or 4 hundred grand selling something through a webinar. And he's a young kid, first time he's ever done it. But he did it and he's doing it consistently and that's what you guys gotta do. So I'm asking you right now to recommit. Because I don't want to have this conversation next year with you. The conversation I want to have next year with you is, “Russell, I made so much money this last year. What should I do?” I'm going to say, “Come to Kenya with us and let's build some schools together. But first we gotta get you to a spot where you can.” And the way we get you there is by having a consistent funnel. You're bringing leads in every single day, new blood into your business every single day. And it's happening through a front end webinar. And that's the model. So go back, marketinginyourcar.com search for the next twelve months, or business model for the next twelve months, something like that. And listen to that, and follow that like it's the gospel truth, because it is. There's times for all these other funnels and all these cool things we're doing, after you've acquired the customer. What's cool is that you can focus on doing the live webinar once a week and the rest of the time you can focus on cool new products and services you can create for the existing audience, but all of your ad money, your time, your effort, your focus, should be on getting new people in through one consistent message. After you have that, then you can go back and create new things for those people. But that should be your focus. There you go. This may be the longest marketing in your car in the history of all time. We're at 24 minutes and 15 seconds. I'm going to bounce. I got some work to do. We've got a webinar today. I have no idea what the numbers will be, but I'm excited to do it. And then retiring this message, which is kind of sad. Not completely retiring, I'm just definitely changing it for the new funnels to be very specific. The one…… for people wondering why, this webinar I talk about supplement funnels, which has been a double edged sword. It's got a lot of people excited about supplements, but people who don't have a supplement, there's always just gap after bridges. So the new version webinars, webinars-plural, we identify who they are, and if they're a retail store, we have a webinar showing them retail funnels. If they are an expert, we'll show them expert funnels. There an ecommerce person will show them ecommerce funnels. We'll be very specific to funnels we show in the webinar to the type of person who's listening. So that is what we're doing. Because the first two years of this has been brute force. We try to get everyone with the best message we can create. The second ten years will be more like a sniper war where we craft the message perfectly for each audience. It will hopefully increase conversions, stick rate, decrease churn, and build the culture even better. Thanks everyone for listening. Appreciate you all, have an amazing day and I will talk to you all again soon. Bye everybody.

Final Clickfunnels webinar? On this extra long episode Russell talks about doing a webinar for Clickfunnels today, and why it’s the last time. He talks about where he was a year ago, and how things have changed for Clickfunnels in that year. Here are some interesting things you will hear in today’s episode: Why Russell thinks doing a webinar a week for your business is still a must, but why his business is different. What revelation led to The Expert Secrets book and the possibility of doing an infomercial with Dean Graziosi. And what you can expect to see with Clickfunnels when things change in January. So listen below to hear what kind of changes are coming for Clickfunnels in 2017 and why. ---Transcript--- Hey everyone, this is Russell Brunson I want to welcome you guys back to Marketing In Your Car. Now, it’s funny I get people all the time that ask me what microphone I use due to its amazing audio quality, and it’s just my phone. I don’t do microphones, I just hold it and talk into it. I figured if I had to get a microphone set up I never would have done it. I just want to be able to do these whenever I want to. Whenever I want, so I need at least the most simple, easy setup possible and that’s how we did this, which is really cool. I actually just got a brand new iPhone, so this is my first time recording on this new iPhone, which I’m kind of excited about. With that said, it snowed last night, if you follow me on Snapchat….I may be killing Snapchat, I haven’t decided yet, but it’s kind of frustrating but it’s also kind of fun. I may be moving it over to Instagram Stories or something, I don’t know. But we went, half my kids are out in the snow playing in it. Norah and me were in the hot tub, it was really fun. Then the kids want the fireplace on, so I ran in my bare feet in the snow to turn the fireplace, it was some good times, but I survived it and lived to tell the story. Today is exciting day because today is webinar day. We’re doing a webinar, I was doing the stats, 4500 people registered. What? Which is going to be exciting. It’s funny, we’re getting towards the end of the year now and I want to share a message that’ll loop back to the beginning of this year. For those of you who have been listening to the Marketing In Your Car podcast, if you haven’t been, go and binge listen to all of them and catch up because there are some important things you’re missing. Just kidding, kind of. There was a podcast I did, I think in January. I was driving home and it was snowy as well. I think it was called the business model for the next twelve months. So if you go to marketinginyourcar.com and search on the page for business model, or twelve months, it should pull up and you listen to it. But I walk through a challenge I give to everyone, that basically do a live webinar every single week for the next twelve months and transform your life and business and it’ll be amazing. What’s interesting is that, as I’ve been saying that over and over and over again, very few people have. Surprise, surprise. But the people that have are doing some amazing things. Some are speaking at Funnel Hacking Live, some are doing different things. One of them, I’m going to brag, I hope they don’t mind. I’m sure that they’re probably listening to this, but Brandon and Kaelin Poulin are examples of people who just, every time I’m like, “Hey you should do this.” Just do it and it’s amazing. And last month, and they’re in the weight loss space, they sell $147 product and you might think, well how much can someone make doing a webinar a week every single week for a year? And I tell you it compounds. It’s a compounding interest game. I remember some famous guy said something about compounding interest, which was cool, but I don’t remember the quote or the actual concept behind compounding interest. I only know how to sell stuff. But it’s the same thing I think. It compounds. Just to put into perspective, when I met them at Funnel Hacking Live, they were doing about $100,000 a month that was in March or April, whenever Funnel Hacking Live was. Then they joined Inner Circle and kept doing it, and kept compounding and compounding. November, I actually sent an email out the other day, I was like they did almost half a million dollars in November. And Brandon messaged me back, “What? We passed 600 grand in November.”  So I want to put it in perspective for you. $600,000 selling a $147 information product in the weight loss industry. That’s the power of what we’re talking about, this compounding interest, this compounding effect of consistently doing the same thing over and over and over and over again. And I’ve shared it with some of my friends, people who are successful, I had one friend I won’t mention his name. A great marketer and super cool guy, and his company has been stuck at about $3 million dollars a year for a couple of years. Which is funny, for some reason, I was stuck at 3 million a year for a long time, that was my sticking point. There’s different sticking points, for me to break a million dollars was really hard, took me four or five years in a row, I was trying to break a million dollars from January 1st to December 31st, and I missed it multiple years in a row by a couple tens of thousands of dollars, like 20 or 30 thousand dollars. There’s some mental block, and after I broke that I shot to 3 million and stuck there for a long time. Could never really break through that, in fact, I broke through it one time, when we built a big company up and had a huge staff, but our profits were horrible, then we shut that down and I was stuck at 3 million again for 3 or 4 years consistently, could not break that mental barrier. What changed it for me was that transition to selling a lot of different product, because that’s the mindset of marketers, I gotta create the next big thing, to make more money to how do I make something consistent that I just keep pushing people through. For me it was the webinar. We did the webinar and I committed to our team, because everyone….it’s funny, when we launched Clickfunnels, a lot of my friends, and I saw it in forums, in Facebook groups, people were like, “Clickfunnels looks cool, but it’s Russell’s flavor of the week. I don’t want to move my whole platform and then next week he’s on to a new thing.” I was like, “Crap, I have to show people that I’m serious about this. This is the future, this is my focus.” So a lot of my friends actually, didn’t sign up for a year and half to two years because of that. They were afraid I was going to move on, because that was my pattern. That’s all of our patterns. We do something initially to build a big audience of people. Then the way we start making money is create new things to sell to them. And that’s part of the strategy, there’s value in that, but what’s more valuable is creating a front end offer that’s evergreen, consistent, that you’re always driving people into. There’s a consistent message, consistent onboard, everyone comes through the same channel, buying the same thing, understanding the same concepts, then as you’re building your culture and all these other things, come off of that. So I started doing these one things consistently, that was kind of my promise to Dylan and Todd initially, “This is going to be my focus, don’t worry guys. I’m not chasing the next shiny object. We’re going to focus on this.” It took me three months before we figured out how to sell it right. We had multiple failed product launches initially. Then we figured out the webinar was how we were going to sell it, and it worked. We did the webinar over and over. And I did the webinar every week for almost a year, probably more than that. Some days I would do two to three webinars in a day, which is a lot. I don’t know if I could handle that nowadays. When we first got started, that’s what I was doing. I’d do a webinar and get off, then do another one and get off. If you do it, those of you who have done a webinar, a two hour webinar, it drains you. All your energy is going into it, and to do two or a couple times three in a day, it was tough. But I was learning my message, finding my voice, understanding where people were getting stuck, perfecting it and going over and over. And the nice thing about doing it live is it gets everyone on your staff and team focused on this thing. This last year, we had so much success and the webinars were kind of shifted over to automated webinar, and that’s been running for most of this year, so I haven’t been doing them live that much this year. But I paid my dues, so it’s okay for me. For you guys, you gotta pay your dues first then you can. After you’ve done it 50 or 60 times live, you’re allowed to automate it. So we automated it a lot this year, it’s been good, a consistent stream of money, but it hasn’t been this big focal point. So we wanted to do one big last hurrah, which is happening today in a couple of hours, to do the funnel hacks webinars. So we did a big push and got 4500 people on it. 4500 people means we’ll get a thousand on the webinar. We consistently close 20 percent, that means 200, so we’re looking at probably 150-200 thousand dollars live on the webinar. And then from replays we should double that. Gets us to 3 or 4, but then we’ll also have a big urgency and scarcity scare since this is the last time we’ll be doing this webinar, in fact we’re doubling the price of this offer and changing the webinar as a whole coming into the new year. So there’s a lot of built in urgency and scarcity. So my guess, we’ll probably end up with 5 or 6 hundred thousand from this in immediate sales, but the lift from that is huge as well, because even people that don’t buy, now they are indoctrinated into our process. They sign up for Clickfunnels, they start buying the books, all the other pieces start happening and there’s so many big benefits that come from the consistency of the webinar. So I just wanted to kind of circle back to when we talked about, almost a year ago, and get back to that. Like I said, my friend who’s stuck at $3 million I told him, “This is the model. You gotta do a webinar every single week.” He was like, “I can’t write a new webinar every single week.” I was like, “No, you do the same webinar every single week.” He was like, “I can’t do the same webinar every week, my audience will get tired of it.” I was like, “Exactly, that means you gotta bring in a new audience.” And he was like, “No, that won’t work. We make our money by creating new things, and it takes me a couple of months to create a new thing.” And I was like, “That’s why you’re stuck at 3 million dollars, because you can’t.” It’s a hard, hard road to grow past that until you find…… I know that, from a decade, ten years of me trying that and launching and re-launching. No, focus on creating a front end, it becomes so amazing, good, and powerful that you can consistently bring new blood in that brings new blood in. The second half is that you’ll find these businesses that are stuck at 2 or 3 million dollars a year. Usually after a year or two of that they start getting atrophy and it starts shrinking and there’s usually a couple of reasons. One is the entrepreneur is burned out of creating new offers. Number two the audience starts shrinking. I don’t know what it is, we all get good at bringing in an audience initially, and then we have it and we stop focusing on that. We’ve gotta be focusing consistently on new leads coming in. It’s a life blood of your business, even if you don’t want to grow, just want to maintain, it’s essential to have. It’s interesting, I have been listening to an old course, an old Kennedy, actually Bill Glazer course, it’s called Think and Grow Rich for Renegade Entrepreneurs, or something like that. I found it somewhere. So I’ve been listening to that and the firs thing he talked about is renegade entrepreneurs thinking to grow rich is that they all have a focus on consistent new lead generation. No matter how good their business is doing, they are always focusing on consistent new leads coming in. As I move into this new year, we are changing the webinar offer. We’re changing the pricing. We’re doing a lot of cool things inside of Clickfunnels and how we sell it, but I’m not going to be doing this webinar anymore. So for me it’s like, what’s the new horizon? What are we shifting to? I still recommend for 99.9% of all business, the focal point should be a front end webinar. In fact, we will still have webinars that are selling on the front end. But for me, I think I’ve talked about this with you guys before, my whole goal now, we just passed, it’s crazy. This week we passed 25 thousand active customers inside of Clickfunnels. That’s not people who signed up and left, that’s people who are actively being billed, happily. It’s…..we never thought we would get to that. We talked about that, “Oh yeah, when we have 100,000 customers…” but we never thought that was a real thing. But a little over two years in we’re at 25 thousand active customers, which is crazy. So for us, it’s like how do we expand that market? How do we get it bigger? We can keep doing it through webinars, and we will, but I think for me and my business, and again, I’m not saying this for all businesses, because I do not think this is across the board, but for Clickfunnels to grow….we’ll continue to grow in the channels we are, people that have existing businesses that need a funnel, but the big opportunity for me and our team is, and it’s funny because a year and a half ago when I started down this project, for new customer acquisition, how do we keep the fuel in the pump? It was funny, we were looking at, trying to figure out, what’s the offer I create so that all small businesses will start using Clickfunnels? I was stuck for 3 or 4 four months, trying to think through that, trying to figure things out. And it’s funny, I may have told this story before, if not it’s worth telling again. So you guys may hear it twice. A year and a half ago I had joined Joe Polish’s 25k group and the night before the first meeting, I got invited by some cool people to come to this little dinner party. It had about ten people in it, so I come to this dinner party and Dave Woodward came with me to the trip, but he wasn’t able to come to the dinner. And prior to that Dave and I were talking about it, “How do I create, a book I need to write, or is it a webinar? What do we need to do to penetrate and get all of small businesses to start using Clickfunnels? And we’re thinking through it and thinking through it. And it’s funny how when your brain is on something how things just open up. So I’m at this dinner and sitting across the table from me is Dean Graziosi and Dean is someone I’ve always looked up to and he’s been on TV for 15 years selling his books. I think he’s probably sold more books through direct response marketing than any other human on earth. The person who might be closest is Kevin Trudeau but he’s in jail right now so I’m not going to work with him. But Dean’s the best, and he does things in a really clean way that aren’t cheesy, that aren’t like the dirty stuff. And I’m sitting across, looking at Dean and we’re talking about, I don’t even know, something unrelated, and as we’re talking I had this epiphany, I don’t know, I look at it probably more like a revelation from Heaven, but who knows, whatever it is. That thing that is like, “Russell, you are going to be writing a book, you’re not going to be targeting small business owners, that’ll take care of itself. You have to expand the market and the book you’re going to write is going to be called Expert Secrets.” I own that domain, but that was never in my vision to write a book called that. “The book’s going to be called Expert Secrets and somehow Dean’s going to write an infomercial for you.” I’m sitting there listening to Dean talk about his kids or whatever, and I was like, “What? Did I just hear that right, because I don’t know if that makes any logical sense whatsoever. Then my brain comes back and its like, it doesn’t need to. I was like, alright cool. All I had was this little glimpse, “Okay, you are writing a book called Expert Secret, it’s going to help you expand the market and Dean’s going to write an infomercial.” I’m like, okay do I tell Dean that he’s writing an infomercial for me? No, don’t tell him, he’ll think you’re weird. It’s like on a first date, I think this is my wife, should I tell her? No, don’t tell her on the first date, hold that in. That’s how I kind of felt. So that was kind of the beginning of it. So I went back that night to the hotel room and I saw Dave and I was like, “Dave, I’m writing a book, it’s called Expert Secrets and the whole goal is to expand the market.” And he’s like “I got chills. Yes, we need to do that.” I’m like, “Alright.” So Julie, who is my writer, helps me with my writing projects, I voxed her that night. “Okay Julie, I’m writing another book.” She’s like, “You said you were never writing a book ever again.” I was like, “I know, we’re doing it anyway. I’m wiring you some money, give me the info again.” That night. I wire her and then I start writing this book and we start going down this process and I have no idea how all these pieces are going to take place, I just know that it’s supposed to. So I’m going to start running that direction. So we start running. Some of you might already know I wrote the whole book and then this summer I was editing it and trying to get it ready for the publisher and I realized that I hated the book. So on Snapchat I highlighted all 250 pages of it and deleted it. Messaged Julie and said, “We’re writing a new book.” And she’s like, “What? We just wrote a book.” And I’m like, “Yeah, we’re writing the same book again, but this one is going to be way better.” And started over, I’d been working on that project, in fact, today I finished Secret number 7, which is chapter number 7. For some reason I have to name everything secrets, I don’t know what’s wrong with me, I just like secrets better than chapters, so whatever. And the book is legitimately, I’m so proud of it. I can’t even….so proud of it, so excited to share it with everybody. It’s gonna change a lot of lives. Change how people look and view how we sell and how we influence and how we can affect people’s lives. So it’s gonna be awesome. And then I’m in Genius Network, I go to that….Excuse me, now I’m going to rewind back. This is the next morning after hanging out with Dean, I’m in the genius network and I love Joe and Genius Network…..Just the way that…..I’m not a super huge fan of some of the way that…….I’ll leave it there. I’m out in the hallway talking to Jason Fladlien. Jason’s a big mentor of mine and I’v e learned some things about belief that….I was telling him the last time we were hanging out, “Do you realize those things you told me about belief have changed my whole life.” He was like, “ I don’t remember talking to you about that.” I was like, “Really? It was a really big deal to me.” He’s like, “I don’t remember that.” It was funny. I was talking to Jason and I told him we had launched a certification program, I was like, “We’re shutting it down.” He was like, “Why would you shut it down.” I was like, “It’s not working.” And we tried to talk through it and we were going to shut it down, and he was like, “Why don’t you find some rock star to run it for you?” and then I was thinking, if I can find the right person, then yes I would do it. But I don’t see that vision. Then a couple of days later, we’re sitting in a room talking about shutting down the certification program and all the sudden, I can’t remember who it was, but someone mentioned Norah and all of us in the room got chills, it was like, yes, she is the right person. She will take this to the next level. Norah is that person. We called her up, begged her and she came in and built the certification program. And what’s interesting, the certification program, we’re certifying all these amazing people now who were building funnels… I just pulled up and Steven is looking through the office window in a Santa hat, waving at me going crazy and saying Webinar Day. Anyway, this certification program is certifying all these amazing people who are now going and penetrating getting funnels into local businesses, which is cool because I was trying to figure out how to get that, how to go that direction and it didn’t make any sense. Now I know that those markets will be filled through the certification program, which is so cool to now see the vision later. So we’re working on the book, go to the next Genius Network, and I went to the last one and I was like I was not planning on re-upping, so I was like, it’s been good and I like it but it wasn’t what I needed right now in my business. The night before the last meeting, Dean’s like, “Hey come to my office.” So I swing over to his office and we talk for a bit. He shows me his infomercial studio, I’m sitting in this thing and I’m like, this is where he’s going to be filming an infomercial for me, but he doesn’t know that yet, how do I not awkwardly bring it up? “Hey man, just so you know you’re building an infomercial in this studio.”  It was pretty cool. And then, I was talking about how cool it’d be to have him do an infomercial. I just dropped it as if it just came in my head, not that I’d been plotting it for a year and knew it was going to happen someday in the future. I was like, “Man, that’d be so cool to have you do an infomercial. What does it look like?” an d he’s like, “I don’t do infomercials for people, but I might be willing to do one for you.” I was like, “Really.” And he’s like, “Yeah.” And he gave me some cool compliments and I was like that’s cool. And then he kind of mentions in bypass, Joe Polish and I are thinking of doing a 100k group, would you be interested? And I said, “If you help me do an infomercial I’d definitely be interested.” And he was like, “Alright, I think we can make that happen.” And we kind of left it at that. I was like, oh my gosh. That night I was all giddy, this may actually happen. There’s now a path that this could actually, that this might possibly happen. So the next morning at the 25k meeting, the first thing Joe and Dean do is they launch, “Hey we’re launching a 100k program.” Dean’s like, “Brunson’s thinks he’s in.” and I was like, “I’m in.” and they handed me an order form, I filled it out and joined the 100k program. I’m like, I don’t know the answer but I know that this is the path. Somehow Dean’s making the infomercial and I just need to be closer to him. So that was kind of it, and now the 100k program, we had our first meeting a couple of weeks ago, I think I talked to you guys about that. And what’s cool, is at the meeting he asked me if I would train for a little bit. I was like, “What do you want me to train?” and he asked what I thought would be best for this audience. And I said, “I know what would be best.” So I shared some stuff in expert secrets book, it’s almost like a test to see how this audience would respond to it, and they went nuts. Insane. I was like, yes the message is right. The book is right. And I told Dean, my book’s about this concept. And Dean’s like, “I want to help you with the infomercial.” And I was like, “I want you to help me with the infomercial.” And he text the other day, “I think I have the perfect host for your show.” I’m freaking out that all this stuff is happening. For me the market expansion is the book, Expert Secret and using it through an infomercial. I mean we’ll be doing a normal book launch and pushing through channels that we’re good at. But I see a very clear vision of how we can use Expert Secrets to create the market to get people to…… Because the hard thing with a small business owner, let’s say it’s a chiropractor. If I go and I’m like, “I want to show you this thing called Clickfunnels.” And he’s like, “Alright.” And I show it to him, “Look you can drag and drop and move things on the page.” And he’s like, “Isn’t that how all website builders work?” because he doesn’t build his website. It’s the consultant that they hired or the webmaster that does that. To them it’s not a big deal, so the only way to get to them is to become a consultant, which is why the consultant program is working so well. I’m like, if we want to expand, we have to create people who are going to be using Clickfunnels. How do I create somebody? I show them the value they have within themselves. I show them that they’ve got talents and hobbies and skills and the thing that they goof off on the weekends because they love it, could actually become a career for them, if they learn how to structure it right. As soon as I can convince them of that, which is the goal of the book, then they need Clickfunnels the tool to be able to actually implement it. And that’s the magic. So that’s how we are going to be expanding our market. That’s going to become our new front end. Don’t forget, unless you’re worried I’m shutting down webinars, after they go through the book the next funnel is the webinar. The message will be a little bit different. In fact…..it’s already been 21 minutes. I’m sorry. I’ve been sitting in the parking lot freezing because I’m so excited to hang out with you guys. So I’ll just tell you some more. So what’s going to happen is they’re going to get the book, through radio, infomercials and online, all these different channels are gonna be pushing it. After they get the book, then there’ll be a survey they take. The survey will identify what type of business they are and then there’s a different webinar based on each of those types. And that’s the future, where we’re going. At least I think so. It could definitely change in the next few months. But that’s where we’re going. And Dean may decide next week that he hates me and not do an infomercial and I’d be totally cool with that. But so far I said, that’s the direction I’m going. But for most of you guys, the book is a much harder direction, longer and I think that for every one of you guys, if you join the inner circle, 99% of you guys, I’d say, you need a webinar and you need to do it every single week. And you’d say, “I want to automate it.” And I’d say, “Go back to this podcast episode.” And I’d make them go back and listen to it and say, “After you have perfected your message then you have my permission to automate it, but not before.” And that’s kind of the same thing I wanted to mention today. It’s been a year now. And those that heard that message a year ago, if you’ve been listening, you could be in the spot where Brandon and Kaelin are, where you did 600 thousand in sales on a webinar in November. Or maybe you haven’t done the webinar yet, and it could be both ways. There’s a kid, I’m learning his story, 4 or 5 people keep telling me, I haven’t met him yet. In the Clickfunnels group, he’s an 18 year old kid who was a pizza boy a little while ago and he learned the perfect webinar and he did like, I don’t know, 3 or 4 hundred grand selling something through a webinar. And he’s a young kid, first time he’s ever done it. But he did it and he’s doing it consistently and that’s what you guys gotta do. So I’m asking you right now to recommit. Because I don’t want to have this conversation next year with you. The conversation I want to have next year with you is, “Russell, I made so much money this last year. What should I do?” I’m going to say, “Come to Kenya with us and let’s build some schools together. But first we gotta get you to a spot where you can.” And the way we get you there is by having a consistent funnel. You’re bringing leads in every single day, new blood into your business every single day. And it’s happening through a front end webinar. And that’s the model. So go back, marketinginyourcar.com search for the next twelve months, or business model for the next twelve months, something like that. And listen to that, and follow that like it’s the gospel truth, because it is. There’s times for all these other funnels and all these cool things we’re doing, after you’ve acquired the customer. What’s cool is that you can focus on doing the live webinar once a week and the rest of the time you can focus on cool new products and services you can create for the existing audience, but all of your ad money, your time, your effort, your focus, should be on getting new people in through one consistent message. After you have that, then you can go back and create new things for those people. But that should be your focus. There you go. This may be the longest marketing in your car in the history of all time. We’re at 24 minutes and 15 seconds. I’m going to bounce. I got some work to do. We’ve got a webinar today. I have no idea what the numbers will be, but I’m excited to do it. And then retiring this message, which is kind of sad. Not completely retiring, I’m just definitely changing it for the new funnels to be very specific. The one…… for people wondering why, this webinar I talk about supplement funnels, which has been a double edged sword. It’s got a lot of people excited about supplements, but people who don’t have a supplement, there’s always just gap after bridges. So the new version webinars, webinars-plural, we identify who they are, and if they’re a retail store, we have a webinar showing them retail funnels. If they are an expert, we’ll show them expert funnels. There an ecommerce person will show them ecommerce funnels. We’ll be very specific to funnels we show in the webinar to the type of person who’s listening. So that is what we’re doing. Because the first two years of this has been brute force. We try to get everyone with the best message we can create. The second ten years will be more like a sniper war where we craft the message perfectly for each audience. It will hopefully increase conversions, stick rate, decrease churn, and build the culture even better. Thanks everyone for listening. Appreciate you all, have an amazing day and I will talk to you all again soon. Bye everybody.