Podcasts about transcript hey

Today Betsy shares some lessons from her solo trip to AZ. . Transcript: Hey, and welcome to today's show. This episode is called reflection, vision and waffle fries. Okay, I just got back from my solo trip to Scottsdale, Arizona. If you listen to last week's episode, I had planned a trip to take iosa. … 265: Reflection, vision, and waffle fries Read More »

On today's episode you will hear part 4 of 4 of Russell's interview with Andrew Warner about the Clickfunnels start up story. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Hey everyone, this is Russell Brunson. Welcome to the 4th and final installment here of the interview with Andrew Warner at the Dry Bar Comedy Club, where he's going deep into the Clickfunnels startup story. I hope you've enjoyed it so far. You know, throughout this entire interview, it was really fun. He brought my wife onstage and some of my partners onstage, and brought other people who didn't like me at first onstage and kind of shared all these things. I hope all you guys are enjoying it and really enjoying this interview. I hope that this starts making you think about your startup story. Some of you guys are living your startup story right now, and maybe you're depressed or nervous, or scared, or afraid or whatever. And hopefully this gives you motivation to know that I was there too. In fact, I'm still there many times, but it's okay and it's part of the game and part of the process. And someday you'll look back and you'll have someone like Andrew interviewing you about your startup story and you'll be so grateful for the trials and things you're going through now. So with that said, we're going to queue up the theme song, when we come back we'll listen to part 4 of 4 of the Clickfunnels startup story interview with Andrew Warner at the Dry Bar Comedy Club. Andrew: And I know a lot of you have asked me what's coming up next and Russell's going to talk about that, how you're going to get to Sales Force level, but why don't I take a couple of questions from someone. Is there anyone who's been sitting here going, “I can't believe Andrew didn't ask that.”? Is there anyone who has something standing out for them? Should we just have them onstage. Unknown person: We got mic's. Andrew: We got mic's from over there, okay. Audience member: Alright, a little bit deeper of a question. What is something, I know you're strong in your faith, family, God, I mean kind of all around, what's something that's really made you who you are? You've mentioned before that made you as a marketer with your dad, you're up late watching an infomercial. But what's something that inherently that could have been experienced, maybe a quote in the back of your mind that's just driven you, it could have been something that your parents taught you when you were young. What is, is there, it's kind of a little bit difficult of a question to look back, there's probably a million things. But what are one or two that really stick out, that make you the person that you are? Russell: I have a million thoughts just racing through my head. The one that just popped in the front, so I'll share that one, hopefully it's good. I remember when I was a kid my dad gave me a job to go clean the car. I went out there and I cleaned the car, I did my best job, I thought. And I came back in and I was like, “Hey dad, it's clean. Can I go play?” I was like, “Come look at it.” So he could let me go out and play. And he was like, “Well, is it good? Are you proud of it?” and I'm like, “I don't know.” And he's like, “Well, are you proud of it.” I was like, “I don't know.” And he's like, “Go work on it until you're proud of it, then come back and let me know.” And I was like, oh man. So I go back out, and I was like, “Am I proud of this?” and I was thinking about it, I guess technically I'm really not that proud of it. So I was like trying to do more things, trying to clean it better, and to the point where I was actually proud of it. And then I came back and I'm like, “Dad, okay the car's clean now.” And he's like, “Are you proud of it.” I'm like, “I am.” And he's like, “Okay, you can go out and play then.” I think for me that was such a big thing because it was just like, that internal “Am I proud of this thing that I'm giving, that I'm putting out there?” and if not, keep doing it until you are. And I don't know, that was one of those little weird dad moments that he probably didn't mean as a teaching opportunity, but definitely has been big for me ever since then. Andrew: Good question. Is there one on this side? While you're finding a person who has a question, Whitney, did you have more to say? You were going to ask more, right? Yeah, can you get the mic over to Whitney, please? She's right over here. I know I didn't ask your full question. Whitney: Hi Russell, how are you? Russell: Awesome, how are you doing? Whitney: Good. So with your business, what is, back to like when you were first starting, I kind of want to know, what's the one thing when your business was really hard, when you were really struggling, what's the one thing that kept you going? Just in the back of your mind. And then I have a second part of that. What would you say was your biggest failure and what was the greatest lesson you learned from it? Russell: That's not an easy question. Andrew: The biggest failure. Russell: Oh man. So the first question was, what was the first one again? Thinking about the biggest failure, I'm trying to…Oh, what kept it going? Andrew: Give me a sec. Are you going through that now? You are, what are you going through right now? Can you stand up and get close to the mic? I can see that this is a meaningful question for a reason. What's going on? Be open. Whitney: I'm just trying with my business, I'm trying to get my message out there. I'm really, I'm just baby parts of Clickfunnels, so I'm just figuring out how to do a funnel still. But my company is called Creating Powerful Women, so I am just trying to teach women how to grow a business while they grow their family at the same time. And I'm doing that right now, because I have 3 little tiny girls. So I'm just like, okay, I'm still trying to figure out this myself and then teach women how to do it at the same time. So it's just, I'm still in that struggle phase. Andrew: Is it partially because you feel like an imposter, how can I tell them what to do? That's what I was saying to you earlier. Whitney: When I don't even know. Yeah. {Crosstalk} Whitney: I feel like I need to have that success level before I can teach women to go out and do it. But the reason when I found you in the hall, and I said, “I want Russell to be vulnerable and tell like the nitty gritty parts of the story.” And those stories are what make people relatable to you, that's kind of where I'm at, as I realize that I grow a bigger following and a bigger audience when I'm more relatable to them, which I realize I don't need to be up at that level to do that. Andrew: I get that. Russell: So my question for you is, have you been working with women? Helping them so far? Tell me a story of someone you've helped. I'm curious. Whitney: So I went through post partum depression a couple of years ago, after I had a baby and a lot of the women I've been reaching out to when I shared those stories, those women have been coming to me saying, “Hey, how do you get through this struggle? I know you've gotten past that, so I want to hear the hard stories that you went through.” So a lot of the people who I've been coaching one on one have been people who have gone through those exact same things  that I have. Russell: Okay when you do that, and you share the stuff with them, and that clicks for them, how does that feel? Whitney: Like I'm fulfilling what I was put on this planet to do. Russell: That's the thing. That's the thing that keeps me going. It doesn't happen often, but it happens often enough that I crave that. I'm super introverted, so it's always awkward for people to come to me, but I still love when they come to me and they're like, “Hey, just so you know real quick…..” Like last night, we were in San Francisco, or San Diego, excuse me. Someone came up to me in the hall and I was kind of like, I'm nervous to talk to you but you're going to talk to me. And he said, “Hey, just real quick, you legitimately changed my life, you changed my family.” And started tearing up. And I was just like, I let myself feel that just for a second and then I go back to the awkwardness, but for a second I feel that. And It's just like ahh. That's what it's about you know. I use Voxer for my coaching clients. So every time they Vox me and say something like that, there's a little star button and I star it and it stores them in this huge thing of all the starred ones. So now days I'll go back and I'll listen to that and I'll listen to people like 2 years ago that said something about how something I did effected them, and it's just like, that feeling. Because everything we do in this life is for feeling's right. Everything is just a feeling we're looking for. We eat because we want a feeling. We did this because we, I wanted a feeling. We're doing everything for a feeling. So it's like if I can remember the feelings of the thing I'm trying to get, and I can experience it again, then it, that's what gets me and keeps me going.  And I think that any of us that are lucky enough to have those feelings, a lot of times we forget about them. No, remember that because that's the thing, when it's hard and it's painful and it's dark, it's that feeling that's just like, that's the, you remember that and you let yourself experience it again for a minute. And then for me, that's like, okay, I can get back up and I can go again. Andrew: Great question, I'm glad you asked it. How about one more over there? You know what, yeah, let's give her a big round of applause, please. Audience member: I was actually going to ask a little bit about that vulnerability. I was surprised, I'm big in the SAAS space, I've been to Dream Force, follow a lot of Clickfunnels. It's pretty rare to see a CEO want to put themselves kind of on the roasting side of things. You're from here, from Sandy. I was just kind of surprised, what was it that really compelled you to kind of want to come back and do this in Utah? When I saw your email I thought it was a clickbait scam. Russell: Oh it is, we're selling you something next. Audience member: I really thought I was going to come and it was going to be a video of your face spinning and it was going to be like, “Hi, we're here.” Because I follow Clickfunnels, but it's just really rare, especially being down in Utah county, that was kind of unique that way. Andrew: Wait, one sec. Does Clickfunnels allow me to actually place someone's city in the headline, like I want someone from San Francisco, you could. Oh, alright, I get it. Audience Member: It said like Idaho, we're in the surrounding areas, it's going out to 8000 people, limited seating. So as a marketer I was just like, is this a real thing? You know. So I showed up and I was excited to see you. But why come back to Utah, what does this event mean to you and why want to be vulnerable and kind of open up? I learned a lot about you personally that was great to hear from a business side. Russell: So my beliefs are, and I believe we have the best software company in the world, so I'm going to start with that. But if it's just about the software, then it comes down to who's got what feature. People are moving and shifting and changing because of the features. That's the thing. So Clickfunnels was like, no it has to be more and it has to be a thing. And it's interesting, people who sign up for Clickfunnels, who click on an ad, they come and sign up. That's why John can't do, it doesn't work that way. They sign up for a web, clickfunnels is a website builder for crying out loud. You boil it down, we are a website builder. That is boring. So people don't come for that. They stay for that. That's why they stay, that's why they stay. But they come because of a feeling, and they come because of a connection. I want to be able to take the videos from here because if I can more people who come through my funnels to hear this story, they're going to stick with Clickfunnels because they realize we have a soul. There's a reason behind this, it's not just the software company who's trying to make a bunch of money. We're actually, we have belief behind it. So that's why we do all these things. That's why I still write books. That's why we do videos. That's why we do vlogs. That's why we do this fun stuff, because it builds connection with people, and connection really keeps people staying, even if some other company's got a different feature than we do, or it's cheaper and we're more expensive, or whatever. So that's the big reason why we still do it. And then I thought it would be fun to come down here because I grew up not far from here and it's just kind of a fun thing. We've been working with the Harmon Brothers and we started another project with them and their family owns the Dry Bar Comedy Club, if you guys have ever watched Vid Angel, that's one of their families companies. When Vid Angel had their little hiccups, they shifted all the programming to this, the Dry Bar Comedy Club, so we used to watch all the comedians here. And I was like, this is like the coolest location to do something like this. And one of the other side jokes, I don't know if I shared this with you or if it was just in my head, but Andrew is famous for doing these big scotch nights, and as a Mormon I can't drink scotch. And I was like, what if we did this, but at a Dry Bar, just this funny play off of that? And it all worked out. Andrew: You know, usually at events I do scotch night afterwards and say, ‘Everyone come back to my room.' That's not going to go over very well. But Dave's been to mine. He drinks water and feels comfortable. We have good water for Dave. How about one more, then I want to get into the future. Audience Member: So you always talk about how, like for Clickfunnels you guys took like 6 tries to finally make it work, right. And how most of the time when you guys start something it doesn't work the first time, that's why you have audibles and all those things. So I was wondering as someone that, you know I'm starting and getting that, kind of like that lifts, what is the biggest thing that you see, versus like a flop funnel versus something that kind of takes off and explodes? What's the audible or the change that you normally do that shift or the message change or whatever it is, that makes it finally take off? Russell: Traditionally the difference between a funnel that works and doesn't work, I'd say it's probably 50% offer. Like if the offer's wrong it's not gonna, that's usually the first thing. But then if it's actually a good offer, that people actually want, second then is usually copy. So like what's the hook, those kind of things. And then design is probably 3rd. All that stuff that Theron and those guys didn't like at first. The things that, because it's not like we just made up this stuff, you saw 8000 funnels we tested and tried in the journey of 15 years of this, that now we know what things people convert on. So it's just like looking at stuff that you know is working and modeling it because you this structure works, this kind of thing. But usually when something is broken it's coming back and figuring out, this offer's not right. People didn't want it. And that was the problem with Clickfunnels. The offer, we took 4 or 5 times to get the offer right, and then as soon as the offer is right, you can tell when it's right because people will buy, even if everything else is bad, if your offer is amazing people will give you money for it, you know. So that's definitely the biggest part, and from there it's copy, then design, then all the little things that stress some people out, like me. Andrew: So I've got, we'll come back. I see there are a few people that have more questions; we'll come back to them in a moment, including you. I promise I'll do more. But you did tell me about all the different things you guys are working on now. Of all of them, what one is going to get you the closest to Sales Force level? Russell: That's a good question, there's so many things. So I would say, I'm going to ask you a question is that alright? Have you ever played bigger yet? Played bigger? Playing bigger?  Andrew: No, what do you mean by that? Russell: That's the name of the book right? Play Bigger? Andrew: Oh Playing Bigger, the book. No. Russell: Yes. So that's book's been interesting, if you guys haven't read it, it's one of the biggest ones as a team that we've been reading. But it's all about designing the category and becoming the king of that category. So I feel like we are the king of sales funnels, and that's our category, the thing that's going to be there. And then if you read through the book, the next phases are like, building out the ecosystem that supports you as the category. And the fascinating thing about sales force, if you look at it when, I probably shouldn't say this on video because someday Mark Benioff's going to watch this and be like, “I'll never give you money.” But sales force isn't great software, right. It's this hub that things are tied into, but the reason why they did 13 billion this year, they're trying to get to 20 billion is because they built this ecosystem. The ecosystem is what supports this thing and grows it up, and builds it. And that's like the next phase. So I think for us, it's like we have this, we have funnels which are the key. It's like the CRM for them, it's the central point. But it's then bringing all the ecosystem, it's building up all the things around it, right. Andrew: Letting other people create things on your platform, becoming a platform. Russell: Yes, becoming a true platform. Andrew: can you create a platform when what you want is the all in one solution when you're saying, “you don't have to plug in your chat bot to our software. We're going to be chat bot software.” “You don't have to plug in infusion soft, we've got email marketing in here or mail chimp.” Russell: It depends, because you look at Sales Force is similar too. They have their own things that they either acquire and bring them in, or they build their own, things like that. And I think it's a hybrid of that. I think it's, we allow people to integrate because some people have tools. We will, our goal is to always be the best sales funnel builder on planet earth. We may not be the best email auto responder in the world, we have one and that increases our revenue. And people who love us will use our email auto responder, but there may be some other one that's better. But it's not our big focal point. There may be a chat bot that's got more features and more things, that's not gonna be our focus to make it the best, but we've got one built in to make it. So theer will be, that's kind of our thought, that we will have the things included, so if people want to go all in they can use it. But if they love yours because of these things, they can still bring that and still bring it in. You know, and then as we grow, who knows what the next phase is. Is it acquisitions, finding the best partners? People that most of our members are using, start acquiring companies and bringing them in, internally similar to what Sales Force does, growing the platform. Andrew: Just keep letting people build on your platform and then does that make the platform more valuable, or do you guys get a share of the money that people spend on these external tools? Russell: Both, I think. Stripe for example, Stripe, I think we process 1.7 billion dollars through Stripe. We make over a million bucks a year from Stripe referral fees, for just letting them connect with us. So there's value on both sides because it makes the platform more valuable because people can use it easier, but we also make money that direction as well, and those type of things. Andrew: Okay, what is Actionlytics, Action… Russell: Actionetics. Andrew: Excuse me. Russell: So that was Todd's name. He loved that name. So Actionetics is, it's what we call internally, follow-up funnels. So we have sales funnels, which are page one, page two, page three, page four. Then a follow-up funnel is send this email, send this text message. “Here's the retargeting pixels, here's the thing.” So it's the follow-up funnels. It's all of the communication that's happened after somebody leaves the page with your audience. Andrew: And that's a new product that you guys are creating? Russell: Yeah, it's been, actually we make more revenue from Actionetics than we do from Clickfunnels right now. We've never marketed it outside though. Andrew: I can't get access to it, it asked me for my username and password. I said, I don't have that, so how do I sign up for it? Russell: it's only been in beta. So we opened up at Funnel Hacking Live, people signed up there. And then we kept it down for a year, then we opened it, so two Funnel Hacking Lives we opened it, and then my birthday we opened it. So that's it. But we have, it's over, 12-13 thousand members who have upgraded to that. And then we're probably a couple weeks away from the actual public launch where people will be to get, everyone will be able to get access. Andrew: And already people are spending more money on that than Clickfunnels? Russell: Yeah, because it starts at $300 a month versus $100. So it's the ascension up. So they go from $100 a month to $300 a month and then the new one, it scales with you. Because we're sending emails and Facebook message, it gives us an ability to grow with the platform as well, and not just have a $200 a month limit. Someone might pay $1000 or $5000 depending on how big their lists are. Andrew: You're really good at these upsells, you're really good at these extra features. How do you think about what to add? How do the rest of us think about it, based on what's worked for you? Russell: Okay, that's a great question, and everyone thinks it's a product, the question most people ask is, what price point should my upsells be? It has nothing to do with that. It has 100% to with the logical progression of events for your customer. So when someone comes to you and they buy something, let's just say it's weight loss. So they come to you and they buy a weight loss book right, and let's say it's about how to get abs. So they buy that, the second they put their credit card in and click the button, in their mind that problem has now been solved. I now have six pack abs, the second it's done. And people don't think that. So what people do wrong is the next page is like, “Cool, you bought my abs book. Do you want my abs video series?” it's like, “No, I just solved that problem. I gave you money. It's been solved.” So what we have to think through, for logical upsells is like, “okay, I just got abs, what's the next logical thing I need?” So it's like, “Cool you got abs now, but how would you like biceps? We can work it out. This is my training program to grow here.” For funnels it's like, here's this funnels software, or here's this book teaching you how to build funnels, but after you have a funnel you need traffic. So traffic's the next logical progression. So as soon as someone's bought something, the customer's mind, I believe, that problems been solved. And it's like, what's the new problem that's been opened up, because that problem's been solved. That's the logical… Andrew: I got my email addresses because of Clickfunnels, the next problem I'm probably going to have is what do I send to people? And that's what you're solving. What about this, fill your funnel, it's a new software. Russell: Yeah. Andrew: What is it? Russell: How do you know these things? That is good, you have been digging. So I'm writing my third book right now, it's called Traffic Secrets, and then on the back of it we have software that's called Fill Your Funnel, that matches how we do traffic with the book. So when someone reads the book, you login and the way we do traffic, we focus very heavily on influencers. We call it the Dream 100. So you come in and you login and you're like, “Here's the people in my market. There's Tony Robbins, there's Andrew..” you list all these people and it starts pulling all our data, scraping all their ads, their funnels, everything  and shows you everything that's happening in their companies, so you can reverse engineer it for what you're doing. Andrew: So if I admire what John is doing for you guys, I could put you in the software, you'll show me what you guys are doing, and then I'll be able to scrape it and do it myself. You're nodding. And you're okay with that? John: It's awesome. I'm excited. Russell: Excited. Andrew: Have you been doing that? Is that part of what's worked for you guys at Clickfunnels? John: Yeah, we like to, we call it funnel hacking. We like to look and see what other people are doing. Andrew: So you're actively looking to see what other, man as an interviewer that would be so good for me to understand what people are doing to get traffic to their sites. Alright, so… Russell: We buy everyone's product, everyone's. I bought Drew's like 6 times. Yeah, you're welcome. Just because the process is fascinating to see. Andrew: And then the book. What's the name of the book? Russell: Traffic Secrets. Andrew: Why is everything a secret? What is that? Russell: I don't know. Andrew: No, I feel like you do. I remember I think it was… Russell: It all converts, 100% because it out converts. Andrew: Because the word, “secret” out converts? In everything? Russell: Everything. I used to onstage be like, “The top three myths, the top three strategies, the top three lies, the top three everything” and like “secrets” always out converted everything else, and then it just kind of stuck. Andrew: And then that's the name of this book. I'm looking here to see…yeah, Melanie, she told me when you organized this event you said, “Secret project”. That's it. Russell: If I just tell people what's happening then they like, “Oh cool.” I need to have to build up the anticipation. Andrew: Even within your team? Russell: Especially within the team. Yes. Andrew: Especially. So secret is one big thing. What else do you do? Russell: Secrets, hacks… Andrew: No, within the team. So now you get them interested by saying it's a secret. Russell: So I'll tell them a story, I'll tell them the beginning of a story. I'll be like, “Oh my gosh you guys, I was listening, I was cleaning the wrestling room and I was going through this thing, and I was listening to Andrew and he was doing this campfire chat and it was amazing. And he's telling this whole story, and I have this idea, it's going to be amazing. But I'll tell you guys about it tomorrow.” So what happens now, is they've got a whole night to like marinate on this and be like, “What in the world?” and get all excited. And then when they show up, they're anticipating me telling them, and then when I tell them, then I get the response I want. If I tell them they're like, “Oh cool.” I'm like, no, you missed it. I need that, in fact, I'll share ideas all the time, I'll pitch it out there just to see. I know it's a good idea because Brent will be like, “I got chills.” Dave will start freaking out, and that's when I know, “Okay, that was a good idea.” If they're like, “Oh that's cool.” I'm like, crap. Not doing that one. It's the same thing. Andrew: I've heard one of the reasons that you guys hang out together is one, he's an extrovert and you're an introvert, but the other one is Dave will one up you. Russell: It starts the process. This is the bubble soccer event we did. Initially it was like we're going to have influences, or we were launching the viral video and like we need, let's bring some people into it. And then we were asking how someone could bring big influencers, like “you have to do something crazy. Like get a Ferrari and let them drive over it in a monster truck.” I was like, “That seems extreme.” I was like, “What if we played football on the Boise State Stadium?” And Dave's like, “What if we did bubble soccer? What if we tried to set a Guinness book of world records…” and then next thing we know, we're all Guinness book of world record champion bubble soccer players. It was amazing. Andrew: And that's the thing that I've heard about your office environment. That it's this kind of atmosphere where, see for me, look at me, I've got that New York tension. When I talk to my people and I talk to everyone it's like, “You've gotta do something already.” And you guys like fun, there's a ball pit or whatever in the office. Am I right? You go “we need a, we're gonna create a new office. Let's have a bowling alley in it and a place to shoot.” That's the truth. Russell: It is the truth. It's going to be amazing. Andrew: Does he also tell you, “We need to do something this weekend. Date night, it's a secret.”? Russell: Maybe I need to do more than that, huh. Andrew: Yes, does he use persuasion techniques on you? Russell: It doesn't work on her. Andrew: No. Russell: She's the only person I can't persuade. It's amazing. My powers are useless against my wife. It's unfortunate. Andrew: Do you actually use them, or when it comes to the house you go, “come on, I'm tired already, just…”? Russell: I tried to do something today and she was like, “That was the worst sales pitch ever.” I'm like, “Dang it. Alright, I'll try again.” Andrew: Hey Siri, text my wife “I've got plans for tomorrow night. So good, Russell just told me about it. I'll tell you later. Secret.” Period, send. Russell: That's amazing. Andrew: Wowee. Does anybody know how I can get a babysitter here. {Audience speaking indistinctly} Andrew: They're a little too eager to spend time with my kids. Thank you. Alright, I said I would take a few more questions. I know we're almost out of time here. Who was it, it was someone on the right here that was especially, you looked, uh yeah you, who just pointed behind you. Audience Member: Hi, okay, Russell I've been in your world since about 2016.. Andrew: Hang on a second, who the, I'm sorry to curse, but who the f**k comes to a software event and goes, “I've been in your world.”? This is amazing about you. I'm in San Francisco, there's nobody that goes, “I'm so glad I've been in the hubspot world.” It doesn't work that way. I'm sorry, I had to interrupt. Okay. I've been in your world. He's selling you software, you're in his world. Sorry. Audience member: You have to listen to his podcast, it's a.. Andrew: I've listened to his podcast. It's just him talking. Audience Member: He talks about it, it's a universe. He creates a universe. Andrew: You know what, here's the thing that blew my mind. I thought it was him in a professional studio, I saw him in San Francisco, he's talking into the voice recorder on his phone. Okay, yeah. I gotta feeling that Russell's going to go, at some point, “Religion is just an info product. I think I could do a better job here.” Alright, yeah. Audience Member: okay, I entered the Clickfunnels universe in 2016 and since that time, I came in with a lot of hopes and a lot of, it was just a really exciting experience to have you break down the marketing, you really simplified it right. So I see that, I'm an ambassador for the one comma club challenge right now, and people are coming in with such high hopes and such tremendous faith and trust in you. And I have a friends that I brought into it and everything and they're coming in, just like, they're really staking a lot on how they've persuaded to join your universe. Sorry, universe is the wrong word. But from that, I guess the question is, there's a few things. I think a lot of people are afraid of that type of responsibility in the products that they're delivering, and of course there is a tremendous failure rate of people who don't get what they're persuaded in. So there's a lot of magnification on the two comma club, and the people there that are the successes, but the question that I have is, the responsibility that you feel for that, I feel that you feel the responsibility because you're constantly looking for new ways to simplify, bring in new coaches, bring in the new team, make products and offers that are completely irresistible. Truthfully, I went to Funnel Hacking Live, I'm not spending any money, 20 thousand dollars later. I mean it was truthfully so irresistible, but you've crafted such unique things in an effort to truly serve that client and really get them to the place that they're looking to go. So I'm not sure if the question is coming out, but there's a lot of responsibility that all these bright eyed, bushy tailed you know, wannabe marketers are coming in really truthfully feeling the genuine just truth that you're telling them, but then there's a big crash and burn rate too, which is normal in that space. I'm not sure what the question is. Andrew: Congratulations  to the people in the two comma club, what about the people in the no comma club. What do you feel is a sense of obligation to the people who aren't yet there? What do you feel about that? Russell: Is that the question? Andrew: Is that right? Audience member: I guess the question is, there's two parts, one is the responsibility that other people are feeling, the fear that they're feeling to put something out there because they're afraid of a failure rate. So just like, Whitney over there was talking about, she's got those fears. So there's normal fears that come along with that, so how you deal with that, in that it's not because of lack of delivery on your end, but there's still people who are spending tremendous amounts of money, or small amounts of money that just aren't getting what it is. So it's really about your internal feelings about that topic. Russell: It's a good question. There's a lot of different ways I could answer it. I'm trying to think, for me it's a big reason I do have a con stripe, because I do feel like I have a huge obligation to people who sign up for our stuff. So I'm always thinking, how do we simplify this, how do we simplify it? What's the best way to do it? What's the thing? But that's also what creates innovation right. It creates the ideas, it's that, how do we serve these people better? How do we serve them better? Probably the best analogy, in fact, Brandon over here was working on a video that he sent me last night, that I had a chance to watch, it was really cool. We had Sean Stephenson speak at the second Funnel Hacking Live. Was anyone there for that one? A couple of you guys. Sean Stephenson, if you know him, is the 3 foot giant. He's this little dude in a wheel chair, one of the coolest humans on earth. And he told this story, it was funny because man, I had another emotional connection watching it last night actually, watching it. And he talked about stories like, “How many of you guys here are upset because you got 17 followers on Facebook and you've got 13 likes on your YouTube video, and you're pissed because of all this stuff.” And I think of a lot things that way. “I'm trying this thing, I'm not a millionaire yet, I'm not making any money, blah, blah, blah.” And they're upset about that right. And what Sean said, he's like, “Do you know how they choose who they're going to save when a helicopter is flying into an ocean and there's a boat that's wrecked with all these people. Guess how they choose who they're going to save?” and he said, “What happens is the helicopter drivers, they fly over there and go down to the people, going to save them, and guess who they save, they save the people who are swimming towards you.” He says, “That's how you do it. If you try to save everyone, it will drown you, it'll drown the boat, and everybody dies. But you save the people who are swimming toward you.” And then he came back and said, “Those 17 likes on your video, those are the 17 people who are swimming towards you. You have to understand that.” So for me it's like, we talk about the money because that gets people inspired, but when it all comes down, the really internal belief, no one really cares about the money. They want the feeling of the connection and the help and they want to change the world. They have their thing, and so it's like, we talk about the money because it gets people excited, but I don't know anybody who that's the real reason why they're in business. They're in because they want, they want to help those people that are coming towards them. So you notice when you get deeper into the culture, it's not just money, money, money, money. It's how do you serve, how do you impact, how do you change the world, how can you get your message clearer, how can you do those things? And when you shift from the money to that, then the money starts magically coming. So for me, it's just like how do we get more people thinking that way more often. I don't know if that's the right answer or if that helps at all, but it is definitely something I feel a big obligation for but I also feel like I'm super grateful for the people who are willing, I'm grateful to Don Lepre, spent all that money doing the infomercial on that thing. And I didn't implement it back then, when I was 14, right. I'm grateful to the next guy who re-inspired me and I bought the thing and didn't do anything and then next person and all those things, because eventually it stuck. So for me, it's like I'm going to keep creating offers and keep doing cool things, and trying to inspire people because it might not be the first or the second or the fifth, but eventually if I keep being consistent on my side, it's going to keep getting it and eventually the right people, those who actually have something they want to share, something they actually care about what they're doing will figure out the way. And we're just going to keep trailblazing and trying to do our best to make a path that they can all follow. So that's kind of how I look at it. Andrew: Great question. Let's close it out with one more. Yes. Dave did you find someone, because I just found someone right here. Why don't we do two more then? Since you found one and I found one. What's your name? Sorry, Parker? Parker. Go next. There we go, let's go to Parker next and we'll close it out with him. Parker: Alright, so the biggest question I have for you Russell is, I've seen you guys' amazing group you guys have at Clickfunnels, and every time I go in your guys' office it's nothing but excitement, energy, and not only you don't have to inspire your workers to work for you. They come there excited and hearing your amazing stories that John and Brent had of, they stayed with you for all this time and you pushed them and they pushed you and there's this amazing cycle. I'm curious as far as, because I want to have an amazing group like that one too so I can affect the world the same way that you have, and even do better than you did. And that's a completely admiration thing, that's I don't know. Dave: Cut from the same cloth here. Russell: That's his dad. Dave's son. Andrew: Oh got it. That makes sense. Parker: The question I have for you is, how do you find those people? Is it nothing but like a whittling out process or do you see these characteristics already in the people that you have? Andrew: One sec, how old are you? Parker: I'm 20 years old. Andrew: 20 years old and you admire your dad and the guy that he works with so much that you want to not just be like him, but be more like him? Can you take of my kid tonight? Sorry, that's amazing. Does your dad come home with this energy like this energy like, “We're going to capture the world. This is what we're going to do.” Parker: it is the funniest thing. Oh my gosh. Every way you see him online, social media, whatever the heck it is, it's exactly the same way he is at home. When you see him on the tv talking about like, “Oh this is…” or when you interviewed him. Andrew: I've watched his podcast, I see that thing. {Crosstalk} Parker: you know as much as I do then. Andrew: What did he motivate you to, like to sell as a kid, or to upsell as a kid. Parker: So he would like talk to us like he was a sales person basically, in the aspect of he talks about things as far as, this person did a terrible job at selling. They could have done this, this, this and this.” And we're like 10 years old, I think at the time, I think. I don't know. It's more of a recent change since he joined clickfunnels and he's got this amazing excitement and energy. It's an amazing thing and I wish to have to people like my dad when I become a, when I start to do my own thing. Andrew: It is contagious isn't it? Parker: yeah, it totally is. Andrew: And I've been watching, what's this new Vlog that you've got. It's on Russell, it's on Russell Brunson's YouTube channel right? I'm at the end of it going, “Hell yeah, why am I taking a shower now. I gotta go, I got stuff to do.” Right. These guys are out there taking over San Francisco, that's my city. So I guess you're feeling the same way at home. Now, he's there twice, he suddenly owns a place. So your question was…? Parker: My question was basically, how do you find these amazing people to work, not only for you, but with you and to help you accomplish your dream? Is it whittling out process or it you have innate ability to find people? Russell: So as you were saying that I started thinking, I'm thinking about the partners on our team, who none of them came through like a help wanted site. None of them came through like, Brent went to church with me and he showed up every single week, every single month, he was my home teacher and showed up every single month consistently and we became friends and we did stuff together. John married my cousin. We were on the boat in the middle of the lake and he pitched me on a network marketer opportunity and I was like, I love this guy. And then I pitched him back and we just, and it was amazing. And then Dave, we were at an event like this and we had a signup sheet if you wanted to take the speakers out to dinner and Dave ran back and signed up every single line under mine. So I went to every single meal with him for 3 days. I think it's just, I think a big part of it, I think most entrepreneurs can't build a team because they're waiting to build the team. And I think for me, I didn't know what I was doing so I just started running, and what happens when you're moving forward and motion is happening, people get attracted to that. And some people will come for bad reasons and they'll leave, and I've been taken advantage of multiple times, things like that will happen, but the right people will stick around. But it's all about, it's the motion right. That's what people are attracted to. If something's happening. I don't know what's happening, but I want to be on that train and they start coming. So I think it's taking the initiative of “Okay, I'm going to start running and I have no idea if anyone's going to follow me ever. But If I do this and I keep doing it consistently then people will.” And you know, it's been a consistency thing. I'm 15 years into this business now, 8000 funnels deep. But it's a consistency, and when you do that and you're consistent, then the right people will just start coming into your life. But not waiting for them initially. If I would have waited to build my team initially, we wouldn't have a team. Everyone we met was like in the, as we were having motion, the right people started showing up. Andrew: Alright. Thanks. Speaking of, thank you. How many people here are actually at Clickfunnels, if you work at Clickfunnels. Can you guys stand up if you work at Clickfunnels. There you go. I feel like at the end of this everyone's going to want to go and meet Russell. Everyone's going to want to go and mob him. And he's not that social, number one. Number two, I feel like you're going to pass up these fan-freaking-tastic conversations, I've gotten to know the people who work here a lot really well in preparation for this, I really urge you to see the guys, the people who are wearing these t-shirts. Get to know them. Push them into a corner, understand what's working for them. And really, you're fantastic people, thanks so much for helping me do this. And thank you for having me on here. I really appreciate you being open, being willing to let me take this anywhere. You said, “I understand what Andrew is trying to do. He's trying to figure this out. I'm going to let him run with it and let him make the magic happen.” And I think we made a lot of magic happen. Thanks so much for having me here. Russell: Yeah man, it was amazing. Andrew: Thank you all for coming, I'm looking forward to meeting every one of you. Thanks.

Enjoy part three of this classic episode series where Andrew Warner from Mixergy interviews Russell on the ClickFunnels startup story! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Hey everyone, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. I hope you enjoyed episodes 1 and 2 of the interview with Andrew Warner at the Dry Bar Comedy Club where he was telling the Clickfunnels startup story. I hope you are enjoying this interview series so far, and I hope also this motivates you guys to go over to the mixergy podcast and subscribe to everything that Andrew does. Like I said, he is my favorite interviewer and I think that what he does is second to none. So I hope that you guys enjoy him as well, and go subscribe to the mixergy podcast. But with that said, I'm going to queue up the theme song, and when we come back we will start into part 3 of the Clickfunnels startup story interview. Andrew: I actually got, I did see, I don't know, I didn't see the video you mentioned, but I did see what it looked like. Here's one of the first versions. He compared it to Clickfunnels, he said, I mean to Lead Pages. He said, “Look at how Lead Pages has their stuff all the way on the left, all the controls.” Oh you can't see it. Oh, let me try it again, let me see if I can bring up the screen because this is just, it's just too good. Hang on a second. I'm just constantly amazed how you're able to draw people to you. So this is the article from Lead Pages, this is the first landing page from Clickfunnels, this is what he created before, this is what you guys did together. This is your editor and h e said, “Look, if you're on Lead Pages, their controls, their editor is all the way on the left and it's just moving the main content to the right, which is not looking right. And I prefer something that looks like this, with a hundred pixels on the left, a hundred pixels…” I go, who knows a hundred pixels, it's like you, what is this? Russell: Dylan is obsessed with that type of stuff, it's amazing. Andrew: Obsessed. And you draw people like that. You draw people like Dave, who is just phenomenal. Dave, the traffic and conversion event that he was just talking about, is that the one that you went to? Dave: The one after that. Andrew: The one after that. Okay, we'll come back to that in a second then. So this became your next version, you brought on a new partner, and then you did a webinar with this guy. Who is this guy? Russell: It's Mike Filsaime, one of my first friends online. It actually wasn't a webinar, it was a live event. He was doing a live event in San Diego and he was like, “You have to come and sell Clickfunnels.” And I was like, “Nobody's buying Clickfunnels.” We had a free trial and like, we couldn't give it away. It was crazy. And he's like, “Well, you're on this website, you're picture is there, you have to come and sell Clickfunnels, and I need you to sell it for at least $1000.” Because the way it works, if you speak at someone's event, you sell something, you split the money 50/50. So he's like, “It needs to be at least $1000.” And I was all bummed out. I didn't want to do it. And the event actually started, but they were streaming it live online, so I was actually sitting at our office in Boise, watching it as I'm putting together my slides to create Clickfunnels, and then flew out to the event. And then we had a booth, and I don't know if I told you this, we had a booth and Lead Pages had a booth right across the little hallway, skinny hallway. And Todd's wife was manning our booth and then Lead Pages was right there, and it was so funny because she was not shy at all about talking about Lead Pages. She's like, “Yeah, we're like Lead Pages except for way better. We can do this and this.” And the other guy is sitting there like, right in front of her as she's telling them everything. And it was..anyway, I digress. It was pretty funny. Andrew: By the way, she's still at it. I saw a video that you guys created, you were talking to her and she goes, “I will be Clickfunnels.” I go wait a minute, you still had that fire, okay. So you were at that event. Russell: So we're at the event and there's probably, I can't remember, 150-200 people maybe in the room. So I got the slides up and Dylan was there and he was like, when we got to the funnels he was going to demo the editor, so I did the whole thing, showed the presentation and we demo'd Clickfunnels and at the end of the thing I sold. And I've been good onstage, but by far, that was the first time in probably 8 years that I'd seen a table rush, where people are stepping over the things, jumping around, trying to get to the back to buy as fast as they could. Andrew: What did you say to get them to want to do that? Russell: We made a really, I mean we gave the presentation, and gave a really good offer at the end. They get a year of Clickfunnels for free, plus they get training, plus they were going to get all these other things for $1000. Andrew: It was $1000 training and a year of Clickfunnels for free, and then they become long term members. And it was also called, Funnel Hackers? Russell: Funnel Hacks, yeah. Andrew: Funnel Hacks. And that's the thing that became like… Russell: The culture. Andrew: This culture, this tribe. It wasn't just they were signing to learn from you, they were becoming funnel hackers. That's it. Russell: I mean, that wasn't planned though. It was like, I was trying to think about a sexy name for the presentation, so I'm like ah, Funnel Hacks. And somebody owned FunnelHacks.com, and I'm like, I'm still doing the presentation that way. And then later we made t-shirts that said, “Funnel Hackers” and then now we got 4 or 5 people have tattooed that to their bodies, it's really weird. But anyway, that's what happened. We did that and we sold it and I remember going to dinner that night with the guys who were there, and Todd and his wife and everything. And we were all excited because we made some money finally. But I was just like, “You guys don't understand, like I've spoken on a lot of stages, and I haven't seen a table rush like that.” And I remember back, there was a guy, he passed away a couple of years ago, his name was Fred Catona. And he was a radio guy. He was the guy who did the radio commercials for, do you guys remember, it's got the guy from Star Trek, what's his name? Audience member: Priceline. Russell: Priceline. He did the Priceline radio commercials and made that guy a billionaire. And he told me when we were doing the radio ads, “This is what's going to happen. We're going to test your ad and if it works, I'm going to call you on the phone and let you know you're rich. Because if it works, it means you're going to be rich.” So I remember going to dinner that night and I told the guys, “Just so you guys know, we're rich.” And they're like, “What do you mean? We made $150,000.” I'm like, “No, no, no. The way people responded to that, I've never seen that in my life. We're rich.” The response rate from that, I've never seen. Andrew: And then you went to webinar after webinar after webinar. Russell: On the flight home that day I'm texting everybody I've ever met. “I got a hot offer, this webinar crushed it. We just closed whatever percent of the room at Filsaime's event. Who wants to do it?” And we started filling up the calendar. Andrew: And the idea was, and you told me you did 2 to 3 some days. And the idea was, they would sell somebody on a course, and then their members would then hear how your software and your funnel hacking technique would help up what they just bought and then they would sign up. You're still excited, I can see it in your face. And then this thing took off. And then you started doing an event for your culture, your community, and this guy spoke, Tony Robbins. Russell: Oh yeah, there's Tony. Andrew: One of the first ones. Was he at the very first one? Russell: No, he came to the third one, was the first one we had him come to. Andrew: Yeah? Why do an event? Why do your own live event? Russell: So we've done events in the past. I know events are good, but I'd sworn off them because the last event we did, I think we sold 3 or 400 tickets and less than 100 people showed up and I was so embarrassed. I was like, “We'll never do events again.” And as soon as this, as soon as Clickfunnels launched and it was growing, everyone's like, “We want to do a meet up. We should do an event.” All the customers kept asking. And against my, I didn't really want to do it, but at the same time I was launching my book, and I had won a Ferrari in this affiliate contest so I was like, “What if we did an event and we had the Ferrari there and we gave it away and then we're…” we had other ideas for giving away other cars and it became this big, exciting thing that eventually turned into an event. And that was the first Funnel Hacking Live event in Vegas, and we had about 600 people at that one that showed up. And that's where it all kind of, it all started. Andrew: And it built how much, how many people are you up to now? Russell: Last year we had 3500 people and we're on track to have about 5000 at this year's event. Andrew: 5000? Yeah. Russell: Those aren't free tickets. Each ticket's $1000, so it's…. Andrew: So how much is that in total revenue? Russell: From the event? Andrew: Yeah. Russell: So ticket sales, last year was $3 ½ million, this year will be over $5. But at the event we sell coaching so last year we made $13 million in coaching sales at the event as well. Andrew: Wow, would you come up here for a second, Dave? Do you guys know Dave? Yeah, everyone knows Dave. You know what's amazing… {Audience catcalls} Andrew: That's amazing. Dave: I don't know who that is. Andrew: A catcall. I saw a video, you guys have this vlog now, a beautifully show vlog. You guys went to sales force's conference, you're looking at the booths and in the video, do you remember what you did as you saw the different booths? Dave: I think that one I went and asked what the prices for each of the booths were. Andrew: Yes, and then you multiplied. And he's like, you're not enjoying the event, you're calculating ahead, how much. “10,000 that's 100,000….” It's like wow, right. You do this all the time? Dave: Yeah. It's a lot of money in an event like that. Andrew: And you think, and if this was not your event, you would be doing the same calculation trying to figure out how much they brought in today. Wowee. Alright when you went to sales force did you calculate how much money they probably did from their event? Dave: We were doing that the whole time, absolutely. Andrew: You saw the building, you had to know… Dave: Oh my gosh. 61 stories. Andrew: Why? Why do you guys want to know that? Why does, how does that… I want to understand your drive as a company and I feel like this is a part of it. Figuring out how much money other people are making, using that for fuel somehow. Tell me. Dave: I think it actually goes back to Russell and his wrestling days. We had the experience of going to Chicago right after that, and super just exhausted. And it was one of those things where he literally landed, we walked down and we're underneath the tarmac and all the sudden Russell goes from just being totally exhausted to a massive state change. Where he's literally right back where he was with his dad and he and his dad are walking that same path to go to, I think it was Nationals. And I saw Dan Usher, who was doing the filming, capturing that moment and it's that type of a thing for Russell. Where all the sudden it's the dream, where as soon as you see it, it can then happen. And Russell's just been amazing at modeling, and again the whole idea as far as just going at a rapid, rapid speed. I mean it's “Ready, fire, aim.” Andrew: It's not you gawking at the sales force, what's the sales force event called? Dave: Dream Force. Andrew: Dream force. It's not you gawking at how well Sales Force's event, Dream Force is doing, it's not you having envy or just curiosity, it's you saying, it's possible. This is us. That's it. Dave: It's totally possible. Andrew: It's totally possible. We could get there. And when you're sizing up the building, you even found out how much the building cost. Who does that? Most people go, “Where's the bathroom?” How much does the building cost? Dave: There's a number. Andrew: It's you saying, “We could maybe have that.” Dave: We can have that, yeah. Andrew: Got it. And so let's go back a little bit. I asked you about Traffic and Conversion because the very first Traffic and Conversion conference you went to, you guys were nobodies. Nobody came and saw you. Dave: We were put out in North 40 pasture, way, way far away. Andrew: And some people would say, “One day I'll get there.” you told Russell, “Today we're going to get there.” Dave: Well Russell wanted, he was speaking and so whenever you're speaking at an event, it's important that you fill a room, like this. And there's nothing worse than having an event and having no one show up. It's just the worst feeling in the world. And so he's like, “All we need, I gotta find some way of getting people into the event. I wish we had like some girls who could just hand out t-shirts or do something.” And I was like, we're in San Diego, that's like my home town. Russell: Dave's like, “How many do you need?” That's all he said. Dave: It's just a number. It comes down to a number. How many do you want? So we ended up having, within an hour or so we had 5 girls there who were more than happy to dance around and give out t-shirts and fill the room. Andrew: and the room was full? Dave: Packed. Andrew: Packed. And why wouldn't you say, “One day, the next time we come to Traffic and Conversion, the tenth time we're going to do it.” Why did it have to be right there? Dave: It's always now.   Andrew: It's always now. Dave: It's always now. Andrew: It's always now. It's never going to be the next funnel, it's never going to be the next product launch. I'm going to do whatever we can right now, and the next one, and the next one. That's it. That's who you are. Dave: That's how it works. Andrew: And now you're a partner in the business. $83 million so far this year, you got a piece of that. Dave: Yes. Do i? Russell: Yeah. Dave: Just checking. Andrew: Do you get to take profits home now? Dave: We do. Andrew: You do, you personally do? Dave: Yes. Andrew: Are you a millionaire? Dave: Things are really good. Andrew: Millionaire good from Clickfunnels? Dave: yes. Andrew: Really? Dave: Yes. Andrew: Wow. And you're another one. I was driving and I said, “What was it about Russell that made you work for him? What was it?” and you said, “I've never seen anyone implement like him.” Give me an example of early days, something that he implemented…you know what, forget that, let's not go back to Russell. As a team, you guys have gotten really good at implementing. Give me an example of one thing that you're just stunned by, we did it, it came out of nowhere, we could have been distracted by funnel software, we could have distracted by the next book, we did this thing, what is it? Dave: You're here on this stage with JP, and this was what 6 weeks ago? Andrew: and this whole thing just came from an idea I heard. You use Voxer. Why do you use Voxer? Russell: I don't know. Andrew: Because you like to talk into it. Russell: Yeah, and you can fast forward, you can listen at 4x speed, you can forward the messages to people really easily, it's awesome. Andrew: and it's just train of thought, boom, here's what I think we're going to…No, it's not that. I heard it's, “I have a secret project…” Russell: “I'll tell you guys about it later.” And they all start freaking out. “Tell us now.” Andrew: “Secret project. I don't know what it, it's going to be exciting.” They don't know what it is, going to be excited. Russell: Do you know how it started, this one? I was cleaning my wrestling room listening to you, and you were, I don't know whose event it was, but you were at the campfire, it sounded like. And you were doing something like this and I was like, I want my own campfire chat to tell our story. And then I was like, “Dave, we should do it.” And now we're here. So thanks for coming to our campfire…. Dave: That's how it happens. Andrew: And that's exciting to this day. Alright, thank you. Give him a big round, thank you so much. You know what, I didn't mean for this to come onstage, but I'm glad that it is. This made you laugh when you accidentally saw it earlier too. Why is this making you laugh? What is it? Russell: So we're not shy about our competitors, even when they're our friends. So one of the companies we're crossing out is his. That's why it's funny. Andrew: It's one of my companies. That's Bot Academy there. It's also a company I invest in, that octopus is ManyChat, I've been a very big angel investor and supporter of theirs. I'm not at all insulted by that, I'm curious about it. You guys come across as such nice, happy-go-lucky guys. Dave asked me if I want water, I said “Dave I can't have you give me any more things. I feel uncomfortable, I'm a New Yorker. Punch me, please.” So he goes, “Okay, one more thing. I'm going to give you socks.” So he gave me socks. Really, but still, you have murder in your eyes sometimes. You're crossing out everybody. This is part of your culture, why? Russell: It comes back, for me its wrestling. When I was wrestling it was not, I don't know, there's different mentalities right. And I did a podcast on this one time and I think I offended some people, so I apologize in advance, but if you're in a band and everyone gets together and you play together and you harmonize, it's beautiful. When you're a wrestler you don't do that. You know, you walk in everyday and you're like, those are the two guys I have to beat to be varsity. And then after you do that, you walk in and you're like, “Okay who are the people I have to beat to be in the region champ, and then the state champ, and then the national champ?” So for me, my entire 15 years of my life, all my focus was like, who's the next person on the rung that I have to beat? And it's studying and learning about them and figuring their moves and figuring out what they're good at, what they're bad at so we can beat them. Then we beat them and go to the next thing, and next thing, and next thing. So it was never negative for me, it was competition. Half the guys were my friends and they were doing the same thing to me, we were doing the same thing to them. I come from a hyper competitive world where that's everything we do. And I feel bad now, because in business, a lot of people we compete against aren't competitive and I forget that sometimes, and some people don't appreciate it. But that's the drive. It's just like, who do we, if I don't have someone to, if there's not someone we're driving towards, there's not a point for me. Andrew: And even if they're, even if I was hurt, “I accept it, I'm sorry you're hurt, Andrew. I still care and love you. We're going to crush you.” That's still there. Russell: And I had someone, so obviously InfusionSoft was one of our people we were targeting for a long, long time and I had a call with Clayton and someone on his team asked me, “Why do you hate Infusion Soft so much?” I was like, “I don't, you don't understand. I don't hate, I love Infusion Soft. I'm grateful for it. I'm grateful for Lead Pages, I'm grateful for….” I told them, have you guys seen the Dark Knight, my favorite movie of all time? And it's the part where Batman and the Joker are there and Batman is like, asks the Joker, “Why are you trying to kill me?” And the Joker starts laughing and he's like, “I'm not trying to kill you. The reason I do this is because of you. If I didn't have you, there's no purpose behind it.” So for me it's like, if I don't have someone to compete against, why are we playing the game? So for me, that's why we're always looking… Andrew: It's not enough to say, it's not enough to just say “we're playing the game because we want to help the next entrepreneur, or the next person who's sick and needs to create…” no, it's not. Russell: That's a big part of it, but like, there's something… Andrew: Yeah, but it's not enough, it's gotta be both. Russell: My whole life there's, the competition is what drives me for sure. Andrew: And just like you're wrestling with someone, trying to beat them, but you don't hate them. You're not going to their house and break it down… Russell: Everyone we wrestled, we were friends afterwards. We were on the same Freestyle and Greco teams later in the season, but during, when we're competing, we're competing and everyone's going all at it. Andrew: Everyone's going all at it. That's an interesting way to end it. How much more time do we have? How much more time do we have? I'm going to keep going. Can I get you to come up here John, because I gotta get you to explain something to me? So I told you, I was online the other day, yeah give him a big round. I was online the other day, I don't even know what I clicked, I clicked something and then I saw that Russell's a great webinar person, everyone keeps telling me. Well, alright, I gotta find out how he does it. So I click over, “Alright, just give your email address and you can find out how..” Alright, I'll give my email address to find out how he became such a great webinar presenter. “Just give a credit card. It's only $4.95, so it comes in the mail.” It comes in the mail, that's pretty cool. Nothing comes in the mail anymore. Here's my credit card. It goes, “Alright, it's going to mail it out. Would you also like to learn how to use these slides? $400.” I go, no! I'm done. Russell: Welcome to the funnel. Andrew: Welcome to the funnel. I'm done. But I'm going to put in Evernote a link to this page so I don't lose it so I can come back. I swear. I did it. And this is my receipt for $4.95. Don't you ever feel like, we're beyond this? We're in the software space now, we're competing with Dropbox, we're not competing with Joe Schmoe and his ebook. And you're the guy who sold the, who bought the ad that got me. John: I know. Andrew: I asked you that. Do you ever feel a little embarrassed, “We're still in the info market space.”? John: No, I think it's the essence of what we do, of what Russell does. We love education. We love teaching people. I mean, the software is like the backend, but we're not software people. I mean, we sell software, but we teach people. All these people here and all the people at all of our events, they just want to learn how to do it better. Andrew: I don't believe it. John: Okay. Andrew: I believe in him. I don't believe in you. I believe that for you it's the numbers. Here's why I don't believe it. I'm looking in your eyes and you're like, “I'm giving the script. I'm good, I'm doing the script.” I see it in your eyes, but when I was talking to you earlier, no offense. This is why he does what he does. When I was talking to you earlier, you told me about the numbers, the conversion, how we get you in the sales funnel, how we actually can then modify…That's the exciting part. Don't be insulted by the fact that I said it. Know that we have marketers here, they're going to love you for being open about it. What's going on here? What's going on, keeping you in this space? John: Okay, from my perspective. Okay so, initially it was self liquidation on the front, which is what I was telling you. It was the fact that we were bootstrapped, we didn't have money to just like throw out there. We had to make sure we were earning enough money to cover our ads. And Russell had all the trust in the world in me, I don't know why he did, but he did. And he's just like, “Spend money, and try to make it self-liquidate.” I'm like, “Okay.” So we just had to spend money and hope that we got enough back to keep spending money. Andrew: And self-liquidate means buy an ad today and make sure that we make money from that ad right away and then software. John: Yeah. Andrew: And then you told, and then software's going to pay overtime, that's our legacy, that's our thing. And you told me software sucks for selling. Why? John: Software sucks, yeah. Andrew: Why? Everyone who's in info, everyone's who in education says, “I wish I was a software guy. Software is eating the world, they're getting all the risk back.” I walked through San Francisco; they think anyone who doesn't have software in their veins is a sucker. John: I asked the same thing to myself, you know. I was running ads, I'm like why can't I just run ads straight to the offer? Why do I have go to these info products? I want to get on the soft…. And then I was like, I feel like it's kind of like marriage. Like it's a big thing to say like, “You probably already built websites, but come over, drop everything you're doing and come over here and build websites over here on our thing.” And it's like, that's a hard pull. But “Hey, you want to build webinars? Here's a little thing for $5 to build webinars.” Now you're in our world, now we can talk to you, now you can trust us, now we can get you over there. Andrew: Got it. Okay, and if that's what it takes to get people in your world, you're going to accept it, you're not going to feel too good for that, you're just going to do it and grow it and grow it. John: Yeah. Andrew: What's your ad budget now? See now you're eyes are lighting up. Now I tapped into it. John: We spend about half a million a month. Andrew: half a million a month! John: Yeah. Don't tell the accountant. Andrew: Do you guys pay with a credit card? Do you have a lot of miles? John: Yeah, we do. In fact…. Andrew: You do! How many miles? John: In fact, the accountant came into my office the other day and said, “Next time you buy a ticket, use the miles.” Andrew: Are they with Delta, because I think you guys flew me out with Delta. John: Yeah, American Express is where we're spending all our money. Andrew: Wow. And you're a partner too? John: Yeah. Andrew: Wow, congratulations. John: Thank you. Andrew: I don't know you well enough to ask you if you're a millionaire, I'm just going to say congratulations. Give him a big round. John: Thank you. Andrew: Wow, you know what, I actually was going to ask the videographers to come up here. I wrote their names down, I got the whole thing and I realized I shouldn't interrupt them, because they're shooting video. But I asked them, why are you, they had this career where they were flying all over the world shooting videos for their YouTube channel. I'm sorry, I forgot their name, and I don't want to leave them out. Russell: Dan and Blake. Andrew: They were shooting YouTube videos, they were doing videos for other people. I said, “Why are you now giving it up and just working for Clickfunnels all the time? More importantly, why are you so excited about it?” And they said, “You know, it's the way that we work with Russell.” And I said, do you remember the first time that you invited them out to shoot something? What was it? Russell: It was the very first Funnel Hacking Live we ever had, and probably 2 weeks prior to that, one of our friends had an event and Dan had captured the footage, and he showed me the videos. “Did you check out my Ven Video?” I'm like, “Oh my gosh, that was amazing.” And I said “Who did it?” and he told me. So I emailed Dan and I was like, “Hey, can you come do that for Funnel Hacking Live?” And he's like, “What's Funnel Hacking Live?” So I kind of told him, and he's like, “Sure.” And it was like 2 weeks later and he's like, “What's the direction?” and I was like, “I don't know, just bring the magic man. Whatever you did there, do that here.” And that's kind of been his calling card since. He just comes and does stuff. Andrew: Bring the magic. He wants to have those words painted on the Toronto office you guys are starting. Literally, because he says you say that all the time. And the idea is, I want to understand how you hire. The idea is, “I'm going to find people who do good work, and I'm going to let them do it.” What happens if they wouldn't have done it your way? What happens if it would have gone a different direction? Russell: I see your question, and I'm not perfect. So I'm going to caveat that by, some of the guys on my team know that I'm kind of, especially on the design and funnel stuff, I'm more picky on that, because I'm so into that and I love it. But what I've found is when you hire amazing people like Todd for example, doing Clickfunnels. The times I tried to do Clickfunnels prior, build it was like, me and I'm telling developers, “here's what to do and how to do it.” And like there's always some loss in communication. With Todd, he's like, “I know exactly what I would build because I want this product too.” And then he just built it and he showed me stuff. And I'm like, “That's a good idea.” And he's like, “I did this too.” And I'm like, “That's a good idea.” And it's so much easier that way. So when you find the right people, it's not you giving them ideas, it's them coming to you with the ideas. And you're like, “that is a good idea. Go do it.” And it just makes, takes all the pressure off your back. So for us, and it's been fun because I look at, man, the last 15 years of all those different websites and the ups and the downs, the best people have always stuck. So we've got 15 years of getting the cream of the crop. It's kind of like, I'm a super hero nerd, but it's like the Avengers, at the end of, when Clickfunnels came about we had this Avenger team of people. And we're like, now we've put in our dues, now it's time to use all of our super powers to do this thing, and it all kind of came together. Andrew: Build it and build it up. And then as you were building it up, you then went to Sales Force. You guys invited me, you said, “Hey Andrew, we're in San Francisco, you're home town. Do you want to come out?” I said, “I'm going to be with the family.” And you said, “Good. Being with the family is better than hanging out with us.” But I still said, “What are you guys doing in San Francisco at Sales Force?” Because sales people don't need landing pages, yet you guys will probably find a way for them to need it. Then I saw this, this is the last video that I've got. There's no audio on it. I want you guys to look at their faces as they're looking up at these buildings, walking through the Sales Force office. Look, they're getting on the motorcycles in the lobby. They're looking all around like, “Oh gee.” Counting the buildings that are Sales Force labeled. Look at that! What are they doing? Not believing that this is even possible. And then just stopping and going, this is dream force. This is your dream. What did you get out of going to sales Force's event and seeing their office? Russell: Honestly, prior to Sales Force, I was kind of going through a weird funk in my business, because it was like, again there was the goals. So it was like, okay, we're going to do a million bucks, and then we did that. And then it's like, let's make 10 million a year. And then 50, and then this year we'll hit a hundred. And like, what's the next goal?  A billion, because a hundred million, 2 hundred million is not that big of a difference. And it was just kind of like, what's the point, what's the purpose? We've grown as big as any company that I know. And then last year, Dave and Ryan had gone out there and they were telling me stories like, “There's 170,000 businesses here.” And they were telling me all these things, and it sounded cool, but I didn't, and they were going crazy. You have to see this so you can believe it. But there's something about the energy about seeing something that makes it real. So this year I was like, I want to go and I want to see Benioff speak. I want to see the thing, the towers, I want to just understand it, because if I understand it, cool. Now we can reverse engineer and figure out how we can do it. So for me it was just like seeing it. I think in anything, any, as entrepreneurs too, if you're people believe that you can do it, you'll do it. If you believe you can lose weight, you'll lose 3eight. If you believe you can grow a company, and I don't feel like I believed that the next level was possible for us until I saw it. And then I was like, oh my gosh, this is not ridiculous. Benioff's not, none of these guys are any smarter than any of us. It's just like, they figured out the path. It was like, okay let's look at the path. And then let's look at it and now we can figure out our path. Andrew: And seeing it in person did that for you? Russell: Oh yeah. It makes it tangible, it makes it like, it's like your physiology feels it, versus reading a book about it or hearing about it. It's like you see it and you experience it, and it's like it's tangible. Andrew: I told you, I asked people before they came in here, “What are you looking for?” and a few of them frustrated me because they said, “I just wanted to see Russell. I just want to see the event.” I go, “Give me something I could ask a question about.” But I think they were looking for the same thing that you got out of there. And I know they got it. I'm going to ask them to come up here and ask some questions, and I want to know about the future of Clickfunnels, but first I've got to just acknowledge that, that we are here to just kind of pick up on that energy. That energy that got you to pick yourself back up when anyone else would have said, “I'm a failure of a husband, I can't do this.” Go back. The tension that came from failing and almost going to jail as you said, from failing and succeeding, and failing again. And still, that is inspiring to see. I want to give the whole Clickfunnels family a big round of applause, please everybody.

If you're struggling in any area of your life, it's probably because this equation is out of balance. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Hey, what's up everybody. This is Russell Brunson. Welcome back to Marketing Secrets podcast. This week, I am at Lake Powell, I'm unplugged and that means I have no internet access. I've got no ability to check email or social media or anything, and all I can do is sit and think and play the water with my kids and my family. It's been really fun. But during that time, I had time to think about some things. And so I want to share with you some of my thoughts today, specifically about how much we produce and how much we consume. All right, everybody. Last year when I was at Lake Powell was the very first time I had a chance to start reading Atlas Shrugged. And to me, as you've heard me, I did a podcast with Josh Forti earlier year. There's like four or five hour-long podcast talking about Atlas Shrugged. I'm not going to get into that today, but as I was preparing for our Lake Powell trip that we do every single year with our kids, would come down here, we get a houseboat and we just have a fun time with some of our family and friends and stuff, I just kind of started craving that book again because I'd read it last time I was on this trip, and I start thinking about it. I was like, oh. I started listening to the audio book again on the drive down. And while I've been here during my free time, I'm listening to the audio book and it's been really fun to hear it a second time. It's interesting, the first time you read a book, especially a book like Atlas Shrugged, which I think it's like 15 or 1600 pages, it's a very intricate story. Ayn Rand wrote it in the 40s or 50s, and it took her, I think, 11 years to write the book. Just the John Galt speech alone took her two years to write, which is crazy. And so in a story like that, people back then... In fact, I got some photocopies of the original manuscripts. It wasn't like on a computer, it was on typewriters, like handwritten. When someone's writing something that complex and spending 11 years on it, there's a lot of things you don't catch the first time through. These storylines are so cool, and these things that are happening in conversations you missed the first time around. I was like, "Oh my gosh, this is so cool." Just been a really fun experience to go back into that book again and really enjoying it. What's interesting to me is, I don't remember where this came up and it's not specifically tied to the book, but the thought that you're reading a book and you have thoughts start popping in your head, and the thought I started thinking about it a lot was about basically our job as entrepreneurs, or people for that matter, is to make sure that we are producing more than we're consuming, right? To truly understand this, I think one of the core lessons or things you have to understand is just how money works, how people make money in this world. Money is a by-product of value, right? The more value you provide somebody or a group of people, the more money you make, right? For example, if someone is an accountant, they may make, I don't know how much accountants make, let's say a hundred grand a year, right? Just make numbers easier. They have one client and that client's paying a hundred grand a year and they're making pretty good money because they're providing value to that one client, right? But they make $100,000 a year, which depending on where you're at, that's either a lot of money or not very much money. But you take that same accountant, instead of them just being account for one client, if they say, "Man, I want to provide more value in the world," that accountant can start their own accounting company. They can, instead of one client, take on 10 or 20 or 30 clients. Maybe they need to hire some associates and hire some other accountants underneath them. Eventually they've got a business where now they're doing accounting for say a hundred people. That little accounting company might make $1 million a year. The accountant who started at might take home, four, five, $600,000 a year. He's still got the same amount of hours in the day as anybody else, but he or she figured out a way to provide more value. Instead of just doing accounting work for one person and making a hundred grand, they do it for 20 people now and they make a million. Even though they have more costs now, more risks, we've got to pay for other employees and they got to pay for these different things, because they're able to provide more value, they end up making more money. Money is a direct correlation to value. That's just a core principle that I didn't understand for a long time. It's the reason why a teacher who works in a school could be super, most talented person in the world, best teacher in the world. But if they're teaching for a classroom and they're getting paid their 50, $60,000 a year as a teacher, and they teach the kids that come through, that's all the money they're able to make because they're not finding any more value. What if that same teacher took their message and started publishing a YouTube channel and started reaching millions of people, they may go from making 50, $60,000 a year to $1 million a year teaching the same stuff, but their getting out to more people. Now instead of 100 kids a year hearing their lessons in a school, now they're getting a million people a year listening to it through a podcast or through YouTube channel, through some other means, and they're providing more value to more people, so that's how they make more money. All these things are tied together. That's one principal for everyone to understand. If you don't know, don't write it off yet. I don't make enough money. Well, how much value are you providing? You're providing to one person. Can you provide that same service to 10 people, to 20 people? The more value you provide, the more money you're going to make. The natural order of things is how it works. The thing that I was thinking about recently was just how important it is that we are providing more value. We're producing more than we're consuming. In all aspects of life. I first start thinking about it from a business standpoint where if you consume more than you produce, what happens? If you consume more than you produce, then you go into debt, and it's not good. Let's say you decided, "Oh, I make $1 million a year, I want to buy a house." But the houseboats cost $3 million. So, you go and you buy a houseboat for $3 million, you're $2 million in debt. You're consuming more than you're producing, therefore you're in trouble. If you want to have something bigger or nicer or whatever it is, you have to learn how to produce more than you consume. That's going to give you more money. In this book Atlas Shrugged, that was one of the big things it talks a lot about, was just the producers. In the book, you've read it, the society is trying to give everyone based on their needs and their wants, not so much their production. The premise of Atlas Shrugged is these producers. They need to go out, they're and producing, and eventually the producers go on strike because it's not worth it for them more because of all the government regulations and social pressures and all these things that make it where it's no longer beneficial for them to actually become producers. In the world we live in today, that's it. If you want to make money, you got to produce more. We have to create more value. If you want to save money, if you want to get nice things, you have to produce more than you can consume. That's like a universal principle. I started thinking about it, just this week since I've been sitting on the boat and eating more than I normally do. I noticed that I am consuming more than I am producing. For our bodies, what do we produce? We produce energy. We go and we work out, we run, we walk, we do things. If my production is more than my consumption, then what happens? I lose weight, right? But if I consume more than I produce, so I'm eating more calories than I'm burning, then I gain weight. As I'm watching my kids running around, it's funny because I feel like I'm active. I'm an active dad, but I watch my kids running around and they're producing so much energy and burning so much that they can eat whatever they want. They stay tiny and skinny. It's crazy because they're producing so much. As we get older, we keep consuming, we consume more and more and more, cause we've got bigger bellies and we can eat more and all these things, but we produce less. We don't exercise much. We don't run. We're not running around. When I look at my daughter, Nora, when she goes from one end of the houseboat to the other, she doesn't walk. She's sprinting the whole time. They're just producing more energy, which makes them lose more weight. Again, if you look at a weight loss or energy management, the goal, again, is to produce more than you consume. I start thinking about universal a principle that is in all aspects of life. In a relationship. I want to make sure that I am producing more value to my spouse than I'm consuming. We're in great relationship. All of us need to be focusing on that, on production, producing, producing energy for your body, producing value for the marketplace, producing happiness for your spouse, for your kids. Bad things happen when that metric gets flipped, where we start consuming more than we produce. You consume more food than energy produced, what happens? We gain a lot of weight and it gets really hard. We consume more stuff than we have money that we've produced. We've consumed more than the value we produced. What happens? We get into debt. We get upside down, we don't have any money in savings, we don't have any money to invest. because we're doing those things. In a relationship, if you are consuming more than you're producing, it's a lopsided relationship. It's not fair to anybody. This becomes a universal value, a universal thing in all aspects of our life. And the more I keep thinking about it, the more use cases I keep finding for this one thing, it's this ratio of production versus consumption. If any of you guys feel like I want to consume more, I want to eat more, cool. You should do it, but you've got to produce more energy so you can burn that way. If you want nicer stuff, you want to consume more, I want a nice house, I want a nice car, I want a nice whatever, cool, do it. That means you've got to produce enough to be able to afford it. You got to create more value, produce more value, and then it's okay. We had a conversation last night with one of the teenagers here. He asked me if I was scared when I bought my house, or something like that. We have kind of a crazy house. I said, no, because if you look at it, based on the average person buys a house and takes some 40 years to pay it off. And so while their house may cost way, way less than mine, I was able to pay my house off in two years. Maybe it's three years. Anyway, whatever it was. But it's because I was producing more. Ratio-wise, it wasn't very much. Because my, because I was producing more value, which made me more money, which now made it so that I could buy this house and it didn't seem like a lot. Just like my kids can go and they can literally sit down at dinner and eat 8,000 calories and they don't gain a stitch of weight. Where if I'm over 1800 calories in a day, I start gaining weight, because I'm only producing 1800 calories worth of energy in a day. If I'm not there, I start gaining weight really, really quickly. It all comes down to this ratio. Anyway, I know it's common sense. We know these things, but it just gave me a different way to kind of look at things because it's a universal principle in so many areas of our life. How much are we producing? How much are we consuming? If we're consuming more than we're producing, we're gaining weight, we're in debt, we're having these problems. If you're in any of these things, any area of your life where you're struggling, look at this ratio? Are you producing more than you're consuming? If so you're probably in a spot where your relationship's great or your energy and your body is great, or your bank account's great, whatever those things are. And if not, I bet you that that ratio is off and becomes a very simply now for us to look at, to diagnose and figure, okay, I want these things. I'm trying to do these things, but there's a math problem here. I am consuming more than I'm producing in this area of my life. I got to double, triple, quadruple down to produce more than I can consume when I want to, because now the ratios make sense. You can go buy a $20 million house. It doesn't matter if your productions side, if now the ratio works and it's not insane. The insanity happens the other way when you're consuming more than you're producing. There's the math problem. There's the metric. There's the thing to start thinking through. As I was thinking about it again, for myself, it just got me excited and started thinking about all the areas of my life that I'm not happy, looking specifically, this one ratio. Am I consuming more than I'm producing? If so, that's probably why I'm not happy. You probably don't have the energy. You probably don't have the money. You probably don't have the relationship because I'm consuming more than producing. There's a lens to look at the world through for all of you guys. I hope you enjoy it. It's been fun for me over the last couple days. I'm sitting here on the boat, looking at different areas of my life and realizing either I'm doing really good or really bad, and it's all coming down to this one ratio of production versus consumption. Hope you enjoy this. Thanks again, guys, I appreciate you. Hopefully you're having great summer vacations as well. Enjoy time with friends and family, and I will see you guys back here on another episode soon. Bye, everybody.

BOSS closes open permits & code violations in Hallendale, Fl. In this video, Benjamin Sens explains the issues with 40 plus year condominium buildings and how to deal with them if property managers don’t take care of the problems. For more information, please contact us at (954)541-9464, info@bosscgc.com. Transcript Hey, this is Ben from BOSS […]

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

The strategic thinking between the $2 million earner and the $40 million earner. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey, what's up everybody? This is Russell Brunson. Welcome to Marketing Secrets Podcast. It's a Saturday. I just got done working out. While I was working out, I was thinking about something that's crazy. I have two friends that have a very similar product. One of them is very proud because I think they made $2 million from this product, which is amazing. Two Comma Club winner, yes, let's do it. The other friend did $40 million this year, and right now we are trying to acquire his company. And what is the difference? That's what I want to talk about here on today's episode. All right, so I set this up in the intro, but it's crazy. Two people have the exact same product. One, $2 million in sales, which is very amazing. One did $40 million in sales. So what is the difference? Both the products are the same. I'm not going to give you guys too much detail because, come on, you're my funnel hackers. You could go and try to find him and search him out. Look at the funnel, look at all the things. So I don't want to give you the answer, but I do want to give you the question that's hopefully going to get the wheels in your head spinning. What's the difference sometimes between a product that is $2 million and a product that's $4 million? Both are good, but if you're going to be doing the work anyway, you might as well have the one that does $40 million. Did I say four? I meant 40, $40 million. And so it's interesting because if you saw both the pages, both the funnels, both things, you'd be like, "Oh yeah, it's the same product. They're probably doing similar things." In fact, my friend, whose product did $2 million, has been doing this game longer than I have. He understands the business and he understands everything. It's not like he's a rookie mistake. It was just a little different strategy. That's it. The strategy he executed the product on was different. And what's crazy is that the $2 million friend does not know that my $40 million friend is thinking $40 million for the same product. They probably think that they're on par, they're doing similar. But it's crazy, and all it was, was a different strategy. And so that's why, if you think about it, I spend so much time trying to get you guys thinking differently. Not so much, here's the answer, because then it's like, here's the tactic. Go copy it. And I could do that. I could show you guys the funnel that did $40 million. And it's cool and you'd say, "Here's the tactics." Then you'd be like, "Oh, I don't know how to make that work for myself." I remember at one time, this is pre-ClickFunnels, I had a chance to interview my first mentor. His name is Mark Joyner. And in the interview, I was asking some questions and I asked him, I was like, "What advice would you give someone like me?" And this is, again, before ClickFunnels. He said, "The biggest thing is right now, you are very good at the tactics. You're very good at, here's the thing, I'm going to do the thing, and you kind of do it." He said, "What you're not as good at yet is you're not as good at understanding the overarching strategy." And he's like, "The difference between where you are now and where you want to be is you have to become more strategic of a thinker," however he said that. I think he used a big word that I can't remember, but conceptually I understand it. And at first, for a long time, I didn't understand. What does he mean by that? I don't get it. I'm confused. But if I look at these two businesses I'm talking about right now, one of them is very tactical. Boom, did the thing, great video, great sales copy, upsell, downsell, the whole flow is in place. The other person, same things, but his strategy was a little bit different. The way he sold this product was different. And it wasn't a big shift. It wasn't a big change. It was just thinking strategically differently. And so that's what I want to help you guys with today. I talk obviously inside of our community about funnel hacking and looking at things and modeling. But sometimes it's more than that. Sometimes it's more than just looking at someone who's doing it and modeling the process. It's looking at what a lot of people are doing, a lot of people in different industries. One of the mentors I learned from initially a lot is a guy named Jay Abraham. Some of you have heard of Jay. And what he was really, really good at was he was really good at not just looking at his industry and saying, "I'm selling insurance. How are other people selling insurance doing it?" He'd say, "I'm selling insurance. How are people who are building houses doing this? How are people who are dentists doing this?" And he would look at different industries. I remember when I was first learning from him about the same time that Mark Joyner asked me my tactic versus strategy question. I was listening to a lot of Jay Abraham's stuff at the time and I noticed that he'd be like, "Hey, I had a client that was in this industry over here and I didn't know how to help him, but I saw a guy in this other industry doing this, and so I brought that over and modeled it and boom, we blew up the company." And I think, for me, a lot of that started happening. In fact, it's one of the reasons why I feel like I'm a good coach nowadays, because so many people in my market in how to start an online business market, they're really good at starting businesses in the how to make money on the internet market, so that's what they teach. Whereas my passion and my focus for the last decade has been, how do all businesses use this stuff? I respect every business is different. There's tweaks and there's changes, but I look at so many of them. Because of that, because I have a chance to look at businesses all over the place, a lot of times they're applying planning strategies and I'm just like, "Here's what everyone's doing. Here's what's working." It's like, okay, nobody's seeing this, but in this market over here, somebody is doing that thing. Here's the tweak, here's the change, here's the idea. So my friend who has the $40 million business versus my friend with the $2 million business, it was just a strategy change. It was just my friend doing $2 million was doing what everybody else was doing and my friend doing 40 million just saw a different way. He's like, "Hey, everyone else is pricing this way. Everyone else is structuring their funnel this way. What if I made this little tiny tweak? What if I made this little shift?" And it's just a positioning shift. Literally, it's just shifting the positioning in the pricing strategy just a little bit. And from the same amount of effort now, one of them, $2 million, one of them, $40 million. And so I want you to thinking about that, looking, keeping your eyes open. This is the time to start developing your thinking muscles as you're looking at other people are doing. How are people selling things online? How are they selling them offline? What TV ads? What are you seeing when you're listening to Spotify? What do the ads say? What do the landing pages look like? Just keeping your eyes open for a bunch of stuff, even if it's not something that's in your market, because that's what a lot of times these big strategic ahas are going to come from. My friend doing 40 million didn't get that from the market he's selling his product in, because nobody's doing it. I don't know exactly where he got it from or if it just came up off the top of his head, if he saw somebody else doing it, but it was just a tiny, little strategic decision that now you look at 12 months of effort, both of them buying Facebook ads, both from driving traffic, both moving JVs, both moving all this stuff. One equals two, one equals 40. So anyway, again, my goal with this is not to give you the answer and give you the tactic, but to open your mind up to more strategic thinking, looking different, looking bigger, looking at other places, looking around, looking at what other people are doing, not just in the industry. Inside of that is where you start finding some of the big ahas, the big change makers, the big things that shift these things from $2 million to 40 million. So it's pretty cool. Anyway, if and when we purchase this company, I'm sure at that point would share with you guys some of the stuff on how it works and stuff like that. I'm just not at liberty, obviously, to share that because I'm under NDAs and everything. But it's just fascinating. It's really, really cool how a little shift like that can change things. So with that said, my job and my goal right now is thinking the same thing. With ClickFunnels, we're at this big transition point. Something crazy is happening with Funnel Hacking Live. I can't tell you about yet. I was going to say, you guys are going to die when you see it. And so, because of that, I have this window to make some strategic changes and differentiate in pricing and a whole bunch of things like that. So right now I'm spending a lot of time thinking about that, because I could just shift into doing what we're doing, which has worked and it's worked at a high level. But, is there something different? Is there something better? What are other people doing? We literally went and had everybody we could find search for different SaaS platforms and companies in every industry you can dream up. We end up with a Trello board with, I don't know, 200 or 300 different SaaS products. SaaS stands for software as a service, which is what ClickFunnels is. And so we've gone through and seen all those, and now we're signing up. We're looking at the prices, looking at thousands and thousands and thousands of these things. I had a chance to go see Tony Robbins about a month ago, and I was asking him, "Hey, if you were me and you're at this level and at this level, what would you do?" And he said, "Two things." He's like, "Proximity is power. Get around people who have already done what you're trying to do." And that was the first thing. And then number two was modeling. So I've modeled people that have done what I've done, but who are the people that are bigger? So, for me, I'm looking at Salesforce, I'm looking at Shopify. I'm looking at, who are these companies that are worth billions of dollars, tens of billions of dollars, hundreds of billions of dollars, in some cases? With Shopify now, it's crazy. What are they doing differently? What am I missing? What are the pieces that I didn't understand that they understand? I think about Shopify, their shopping cart platforms, they're great. I love them. But they're not worth, in my mind, 144 times or whatever worth more than we are. But they are right. And why? Because strategically, these are the things I'm wondering. How do I get proximity to him and people who've worked with him or people that understand? If I want to get that level, I've got to think like the people at that level. And so, how do I expand my thought process? How do I get myself thinking differently? And it's getting around people who think that way. I think a lot of you guys, and this is true for me as well, when I got in this business, I thought differently, and I started getting around these people who had these big visions, I was like, "Oh my gosh." And by being around them, having proximity around them, my vision started getting bigger. I started thinking bigger. I think some of you guys hopefully have felt that when he came into my world and maybe you were just trying to make a quick extra buck on the internet, and all of a sudden you get in this thing and all of a sudden you're like, "Oh my gosh, I could win Two Comma Club. I could change the world. I could start a movement. I can help people." And hopefully I've expanded your vision and proximities around that. That's why you guys need to be at Funnel Hacking Live. That's why you've got to plug in things we're doing. Because I feel like a lot of people in our community, I’m a few steps ahead, because I've been doing this for two decades now. And so my job is to keep pressing forward. I was talking yesterday to our Two Comma Club X students and I was talking about how I'm planning on reopening my inner circle but I'm also starting a new Mastermind group called Category Kings, which is for people who are between 10 and 100 million. And I said, as soon as I get to a billion dollars, I'm going to be opening another one that's helping people who are at the $100 million level get to the billion, but I'm not there yet. I haven't made $1 billion yet. I'm more than halfway there. So I'm working hard. But as soon as I get that, as soon as I cross the $1 billion mark, then I can have something where I'm going to be like, "Hey, for those of you guys who are at $100 million, let me show you the next tier. Let me show you what we did to get to the $1 billion." And so I'm trying to stay a couple of steps ahead and then taking people and pulling them up to the next level. And so, for me, I'm looking ahead like, who's already got to $1 billion? What did they do differently? What are the changes? What are the tweaks? What is the mindset? How do I strategically think differently? Because, for them, it's easy. Right now it's funny, because for some of you guys, the thought of winning Two Comma Club awards is this huge thing. Whereas right now, any idea that I had, if I was to execute on it, if it hit Two Comma Club within the first 30 days, I would think I failed. But it's just because I know the process, I know the path. It's not confusing or hard or difficult. It's like, "Oh, here's what you do. Boom, boom, boom, a million bucks." And so it's really a simple process at this point. And that's my job, is to try to, first off, inspire you guys, help you understand that, teach you, train you, give you tools and things. But it took me two decades to master all the principles so I can do that really easily. But now it's easy. So everyone wants to get to Two Comma Club in their business. I can help you because I've gone that path. And so, for me, I want to get around the thinkers who have hit $1 billion. That's simple. I was talking to someone who's friends with this dude who has sold seven or eight companies for $1 billion so far. Seven or eight times, this dude, it's like winning Two Comma Club awards as they go. Another Three Comma Club, another Three Comma Club. That dude thinks differently than me. I don't know what he's thinking about, but I want to figure that out. I've got to get around him. I've got to think differently. I've got to be strategic. And so, anyway, these are some of the things I'm working on and hopefully it helps you as well. So find the people that are the tier above you, where you want to go. Get around them. Surround yourself with them. Learn to think like them. I think a lot of times we all have this problem where we think our job is to try to get the people around us to think like us. It's like, no, no, no, no, no, my friends. That is not the goal. My job is not to get the people around me to think like me. My role is to find people I aspire to be like and to learn how to think like them. That's the difference. It's similar, this is not to get religious, but I think it's funny, for me, my beliefs are there's an all-knowing God. So there's a God. He's all-knowing, all-powerful, and what people try to do is they try to bend the will of God. Well, God should believe this, and we should believe this, and tries to shift our thinking. They want God's thinking to match what we believe, it's like, no, no, no, no, no. That's not how it works, you guys. The goal is not to try to shift God's thinking to match ours. The goal is to figure out what does God think and then we think like him. And I think that sometimes our ego or pride or whatever tries to shift to the other way around. And so it's true in that sense, but it's so true also in this business sense where it's like, find the people who are already what you want to do, you aspire to be like, and find out what they think and think like them. Don't try to bend their will to yours. Because if you go to me and you're broke and you're like, "I'm going to teach Russell how to get Two Comma Club. This is the way it should be." I'm like, "No, you're dumb." You can get smart. That's the cool thing about it. You can learn these things, but you're wrong right now. Because I've done this a million times and it's not that hard. Let me just show you how to it is." And so I think it's humbling ourselves. It's getting ego out of the way. Finding people a level up above us. Strategically syncing with them and then learning like they learn, believe what they believe. Think what they think. And that's the goal. So anyway, there you go. I hope that helps you guys. I love this game. I love this business. It's so much fun. So much development, so much growth, so much learning, but only if you're willing to change. So be open to it. It's worth it. As smart as you are and I am and we all are, there's always somebody who knows more than us and it's cool and exciting to be open to that and to go search for it and learn from them and try to get to the next level. So with that said, have an amazing weekend, you guys. Wherever you are in the world, I appreciate you. I see you. I know you're working hard. You're trying to create your dreams. You're trying to create your dream lifestyle. You're trying to help other people. I see you. I respect you. Grateful for you guys doing that. And if you don’t have your tickets yet for Funnel Hacking Live, what are you waiting for? The party is starting. I think we're at $2 million, $3 million. I don't know. It's an expensive event to put on. So I'm putting out on huge party for you guys. I'm spending millions of dollars to entertain and educate you. You should just be there. Don't miss it. Go to funnelhackinglive.com and get your tickets now. With that said, I appreciate you all and I'll talk to you all again soon. Bye, everybody.

A late night conversation with my dad about how entrepreneurs can protect their personal assets. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com Also, don’t forget to check out bookease.com ---Transcript--- Hey, what's up everybody. This is Russell Brunson. Welcome back to The Marketing Secrets Podcast. This is actually a really cool late night edition. I'm at my house right now. It is getting close to midnight. I'm hanging out with my dad, who's in town and we're talking about business and some stuff and folks who know my dad, he does a lot of business structuring and accounting and stuff for a lot of the funnel hackers. In fact, almost everybody who joins the Tacoma Callbacks Program eventually ends up getting my dad to set up their books and their company and everything. So he's a lot of experience with a lot of our entrepreneurs, and we're talking about protection and how to protect yourself from creditors and predators. And not only from a business standpoint, but from personal standpoint. And so we thought, hey, while we're sitting here talking about this, we might as well record a podcast. Now, I don't do a lot of podcasts that are interviews, which is kind of fun having my dad here. And I'll also state that I'm not a lawyer or I'm not giving you legal advice, something you should definitely look into yourself. If you do want help structuring these kinds of things that we're talking about. My dad and his company is available to help that. And we'll talk about that kind of at the end of this podcast. So with that said, we're going to cue the theme song, when we come back, I'll have the chance to introduce you to my dad. All right everybody welcome back. Like I said, we're excited to hear tonight, at the kitchen table, all of the kids are finally in bed. And my dad and I are talking about business and excited to have him here and kind of share some really cool things with you guys. Things that a lot of times, as entrepreneurs don't think about, we think about creating things and selling things. And a lot of times we don't think about protecting ourselves. And so that's what people like my dad do is help us with those kinds of things. So, we can keep selling stuff, keep creating stuff, not ended up losing a lot of the things that we've earned. Anything from houses to your money, to all sorts of stuff. And so that's what we're talking about tonight. So, dad, how are you feeling tonight? Ross Brunson: I'm feeling really good, Russell. I appreciate you giving me the opportunity to chat with you and with your audience tonight. I think it should be fun. Russell: Yeah. So, what we're going to start with is I know in the past we've talked about protecting your business, and how you structure entities. I know you do that for a ton of people in the ClickFunnels community, a lot of funnel hackers and things like that. I don't even know how many of our people we sent your way. I know that there's been a lot, but I'm curious, like just with all the people that you're working with, you're setting a business, people thinking past just their business structure and think about the personal stuff or just kind of the business stuff typically right now? Ross: Well, most people, when they contact me, they're interested in protecting their business and that's understandable because they're just going into business and there's a lot of roadblocks out there, a lot of pitfalls that they can step into. And so they come to me and they talk to me about what type of business should I have? Should it be a corporation? Should it be an LLC? Should it be some other type of entity? And we go through and we discuss that. And we like to discuss things with our clients, we point out three major points that we like to address as we are talking to them about their businesses. One, we like to make sure that the business that we helped them, set up around there, the structure we set up around their business. We want to make sure that it gives the best liability protection to the individual. The second thing is we want to make sure that it's easy to operate in. You don't spend all your time working on the business and not have any time to sell your products to people or develop customers and things. And the third thing we like to look at is to see if there is some sort of inherent tax savings ability within the entity that you might be able to take advantage of if you find that you are starting to make a lot of money in your business, and you're spending a lot of money in the taxes. So those are the things we've kind of discussed over time with a lot of your clients. And it's been very well-received, and we've helped hundreds of your internet marketing... Russell: Entrepreneurs, super nerds, whatever we want to call ourselves. Ross: Whatever you want to call yourselves… Russell: Funnelhackers! Ross: set up their businesses. Russell: What's funny is that, and we've told this in other times we've talked publicly, but like when I first started my business, I think I'm like a lot of entrepreneurs where we get excited, we start selling things. And then for me, I'd been selling things for like a year and a half or two years. And we were at a family reunion and I was telling my dad, like "I'm making money, selling things on the internet." And he was like, "So, who's doing your books?" I'm like, "I don't know what you're talking about?" "Who's paying taxes." I'm like, "That's the cool thing on the internet. There's no taxes. You get to keep all the money." And he was like, "But you have to pay taxes, Russell." So, my dad came up and started to help me structure things way back. And it's almost 18 years ago now, which is crazy. But I think a lot of entrepreneurs come into our coaching programs or come to ClickFunnels, and all they're thinking about sending out was, which is how do I sell something? And so it's been nice as so many people who are selling things, you're coming back and like, "Okay, it's restructuring", getting your business in place. They actually having the right kind of business where you're not getting taxed nearly as much. And all those things that typically we don't think about when we're getting started. We're just excited to try to sell stuff. And so let's call that you're doing the business structure. And I think the second side of it, and this is something I didn't realize until my business started growing, right, is just the legal liability, not only to your business, but also to yourself personally I don't think I would ever believe that people sued other people until like my business started growing. And I literally have full-time legal counsel now because people through ClickFunnels, people are suing ClickFunnels clients that comes to me. There's just all sorts of stuff. And so I'm more and more aware of it all the time. And I think that's, what's fascinating we're talking about tonight is I think a lot of people have structured their business to protect themselves. A lot of them haven't thought about it from the personal standpoint yet. Protecting their personal assets as well. And the personal assets can be a lot of things. Do you want to talk about some of the things that those could be, because it could be anything like all sorts of stuff. Ross: Yeah. As you're saying, people spend a lot of time and effort protecting their business assets, but they don't think about their personal assets. When I say personal assets, I mean, things like most people have a savings account. Some people invest in money market accounts or they'll purchase CDs from banks, or maybe they'll set up a brokerage account and purchase stocks and bonds and mutual funds and things, maybe they're into Bitcoin. Russell: Yeah. Bitcoin Ross: Then... Russell: Buying cryptocurrency, we're buying Russell coin and all sorts of stuff. Ross: Right. And so people buy those things and are they also purchase homes and cars and boats. And then they create businesses. And a lot of people like to purchase rental real estate. And they do this and this is great because this is how they grow their family wealth. But the problem is, is that they title everything in their own name when they do this. Personally in their own name. Russell: It's interesting, because I sit at my big point count with all my personal name. And then we recently company ones and it's way harder to get a company one set up, because my guess is most of you guys have your Bitcoin, especially if you're using a Coinbase or Gemini or one of the big crypto things. You're probably, at least if you're like me, you just set up on your personal name, could you even think about it? You're like, oh, this is way easier. Anyway. So yeah. I'm guessing that most of us, including me have done this incorrectly at the get go. Ross: Yeah. Russell: So, the question then I'd add is, okay, so we've talked about a particular business, but like what's... It will say I have this stuff, I have my cryptocurrency, I've got my house, I got my car. I got my things, all my personal name. Why is that a problem? Why should I be concerned about that? Ross: Yeah. That's a very good question. If you think about it, if you have everything titled in your own name, it belongs to you personally and they call those personal assets and unfortunately personal assets can be taken from you. For example, let's just say, one day you're driving down the freeway at freeway speeds. Maybe you're at 65, 70 miles an hour and somebody or something distracts you for a mere second and you look away and you're dealing with this and you look up and you find that all the traffic in front of you is stopped and you don't have enough time to put on your brakes. And bam, you hit into the back end of this car at 65 or 75 miles an hour at that type of an impact, he's going to probably hurt the guy's back, break his back or snap his neck. Russell: 13 car pile-up. Ross: 13 car pile ups, yeah. And so at that point in time, let's say it was a serious accident. Let's say there was a neck broken or a back broken. And the person became paralyzed and could no longer work for the rest of his life. And in that situation, he's going to have a lot of medical bills right up front. And then he's going to have to have round the clock care the rest of his life. And the amount of money you have for your insurance policy on your cars is not going to be enough, no matter how much you have to take care of that. And so if one of those things were to occur, the courts would want to find out if you own any assets that they can take from you and give to this injured party to compensate them for that injury. And so let's say this person's files his lawsuit against you. And it looks like he's going to be able to win. The courts are going to then give you a list and say, we need you to list out all your assets for us. Russell: Give us your Bitcoin now! Ross: Do you have a savings account? Well, yeah, I guess I do. Do you have bank CDs? Yeah, I got some of those. What about money market accounts. Yeah. I got some of those. You have a brokerage account with stocks, bonds mutual funds? Yeah. I got some of that. Bitcoin? Yeah, I got some of that. Russell: Do you have a boat, do you have a car? What do you got? Ross: What do you got? Boats, cars, all these things, and you're telling them and the judge is going good, good, good, good. Russell: Now we know what you got. Ross: Now we know what we've got. And so he says, this guy is going to need round the clock care, the rest of his life, it's going to be extremely expensive and you injured him. It was your fault. So we're going to take all these personal assets that you own that are titled in your name. And we're going to change the title out of your name, into the name of this person that was injured. And so you could lose every single thing you've been building all your life for many years, possibly just because you were distracted for a mere second while traveling down the freeway. Russell: This is the reason why everyone should drive Teslas because Tesla's have auto drive, which would solve that problem. But we're not selling Tesla's tonight, but it's not just that like, it could be all sorts of things, right? It could be a car accident. It could be somebody sues you for a million things. They took one of your supplements that you sell and it got them sick. It could be... I mean, there's a million different things. I mean, the number of lawsuits that happen nowadays is insane. And people try to sue you over everything. So it could be as ridiculous as like, I didn't like your tweet, you posted the other day, as dumb as that is, people can sue you for that stuff. Or they didn't like the way you respond or whatever it is. I'm curious do you know how many lawyers do we have nowadays? How many lawsuits are happening on average? Ross: Yeah, I have some statistics actually… Russell: This makes me want to cry actually. Ross: The US financial education foundation and they have done a study. And they say that it's estimated that there's over 40 million lawsuits filed every year in the United States. And that you asked about the number of lawyers, they say that the average number of lawyers exceeds over 1 million lawyers in our country at this point in time. But if you take that 40 million lawsuits and let's say just divided it by 365 days a year, I mean, that's Saturday, Sundays, holidays. It would still come out to 109,589 lawsuits filed each day in the United States. Russell: Looking at per state, you're looking at that divide by 50. I don't know the math, but that's a lot. Yeah. They're coming after you. So, my question is, and it's fun that very first time my dad taught me this stuff. And the very first event I ever did, what is that, probably 17, 18 years ago, first time I ever did an internet marketing event. My dad came and gave a presentation and he titled his presentation, creditors and predators. And so the question is how do we protect ourselves and our assets from both creditors and predators, people who are coming after us? And I want you to understand too, like, it is insane. The amount of frivolous lawsuits, like the bigger you get, the more you're going to get. I get frivolous lawsuits. They come to us, they're just insane, where you're like just people literally trying to find money. I'll give you a good example of one is somebody signed up for ClickFunnels, And when you sign up, it says, hey, you put in your credit card, and then it says, if my billing doesn't go through, a credit card fails, please text me so that my service doesn't get interrupted, and they type in their phone number. Somebody did that. They signed up for ClickFunnels account, put their credit card in, put in their cell phone number, clicked little check boxes said, "Yes, text me if my credit card fails", it turns out they put in a credit card that was like one of those throwaway ones. And so the first bill went through, but then 30 days later, the bill didn't go through. So our system fired off a text message like that to, they got this text message. And then they filed a TCPA law case against us. And we got sued and it costs me $20,000 to fight this one lawsuit. And we won because the person who checked the box, but cost me 20 grand to fight it. Okay? And that was like one text message was sent and anyway, so it's insane. People can see you for anything, even if it's complete fake. That person that we found, Larry, find the person who did that. And they filed like a thousand TCPA cases a week or something like that. Just because they signed for everything, putting their cell phone number in and they're suing everybody. So like, there's people like that. These are the predators that are out there that are trying to do these things. And it happens to me more often, the bigger we get and it's insane to me, which is why we have legal counsel and we have these things, but I just want to put that out there because most guys you might "Oh, that's never going to happen to me", but as you start growing your business, it's going to happen. And so you got to start thinking about these things now, and protecting yourself now, because the bigger you get, the bigger target you become. Ross: Right. And so we want to be able to protect our assets and you might ask, "Well, okay, how do we do that? I understand protecting my business assets. I can go ahead and set up an LLC or corporation to protect my business assets. But how do I protect my personal assets? What am I going to do? And how is it even possible that I could protect those types of things?" Well, there was a very famous statement by Nelson Rockefeller. I don't know if you know the Rockefeller family, they're the ones that started standard oil, they're some of the major families in the world. Russell: Rockefeller Habits is an amazing book if you guys haven't read it yet. Ross: Yeah, and so they've made lots and lots of money. And of course, as they, just like Russell said, as Russell started making money, people started suing them. Well, same thing happened with the Rockefellers. They started making a lot of money and people wanted it and they started getting sued and they were losing. And they were losing their assets because people were suing them. And so they finally it came, it dawned on them and they made this really interesting statement that I think everybody should know and understand. And they said basically the secret to success is to own nothing but control everything. Russell: I like that. So, that's awesome. The secrets to success is to own everything or to own nothing, but to control everything. So how does somebody like me? How would we do something like that? Ross: Okay, great. Well, we do that by using another type of an entity. We talked about corporations and limited liability companies for your business assets, but there are really nice entity types for your personal assets. And one of them would be called the limited family partnership or limited partnerships. And so they call them nickname, and kind of limited family partnerships because families set these things up all the time they're used in estate work. if you're trying to set up a way to pass on your estate to your children and your grandchildren, the attorneys will use a limited partnership to do that. That's one of the main functions of it, but it can come into play and help us out here when we're trying to protect our personal assets. And so how can it do that? What characteristics does it have that allows it to do that? Well, the first characteristic comes from the way our laws define the term person. Now, Russell, if I was to ask you, "Who's a person? What's a person?" What would you say? Russell: I’d say human being with a brain and a heart. At least a heart. I don't know. Some of them don't have brains. I'm not going to lie, just kidding. Ross: And they’re still currently alive, right? Because if they were dead, they'd be a corpse. So, that would be a person. And yeah, that is actually a good definition of a person. But our laws say, "Well, that's not quite right. In our opinion", they say, "We feel a person as a corporation. We feel a person as a limited liability company. We feel a person has a limited partnership. We feel a person is a trust. And we feel a person as a living, breathing individual, that's alive here on this earth", so they greatly expand the definition of a person. Now, the interesting thing, when they do that, they expand that definition they have a little twist in there that's really beneficial to us. That twist is they say, "Even though you created this person, and even though you control this person a hundred percent, and even if this person owned any assets and those assets generated income, and that income you take and use for yourself, even if all those things are true and happens, that person is not you, it's someone separate and distinct from you." And this person can... Our laws give these artificial people the same rights and privileges that you and I have as individuals. They can have their own name just like we have our own name. They can have their own EIN number, which is similar to our social security number. They can hold title to any type of property that you can think of. They can open up savings accounts, money market accounts, Bitcoin accounts they can do all these things. They can, if someone's bothering them, they can sue that person under their own name. So they can do all these things in their own name. And so because of that fact, we are able to utilize these characteristics of a separate person from us to be able to provide liability protection for our personal assets. Russell: You're saying the characteristics of limit of these people sound like my own kids, except for you said that you can control them, and then they have to listen to you. So it's kind of like a teenager, except for you have no control over your teenagers. They don't listen to you. So, very similar. Ross: Yeah. So how can we use these characteristics to own nothing but control everything? Well, first off, as we mentioned, we'd like to create a limited family partnership that we can control. Remember, we control it, we create it, we control it, we reap the benefits of any income returns, so we do that. And then what we would want to do is transfer the title to your savings account out of your name and into the name of the limited partnership. Remember we said, it can open up its own bank, account savings, account money, market accounts, and things. If you have any money market accounts, you'd want to immediately change the title into the limited partnership, the name of the limited partnership. If you had stocks and bonds and mutual funds and a brokerage account, you'd want to shift those over into the name of the limited partnership. If you have bank or a Bitcoin account, what do you call those, wallets? With the Bitcoins in. You'd want to change the name into the name of the limited partnership and not your personal name. And by doing that, now this person owns those assets and you don't, you no longer own them, but as I mentioned, you control them. And if they make money, the money belongs to you, but that person is not you. So, that fact that that person is not you. How is that going to help you? Well, let's go back to that accident we talked about traveling down the freeway and you're distracted and boom, you hit into this person. And now the courts are asking you to list your assets. And you know that you've wisely beforehand, titled all these assets into the name of your limited partnership. So, now you look at their list that they're wants you to fill out for assets. And they're saying, do you have a savings account? No, I don't. Do you have a brokerage account? No. Any money market accounts? No. Any bank CDs? No. Bitcoin accounts? No. And you're answering truthfully because they're under our laws those assets do not belong to you. They belong to this other person that's not you. Russell: You control that person though. Therefore… you can ride in the boat whenever you want to. Ross: That's right. Exactly. And so the nice thing is, is if you think about it, in that accident we talked about, it was you driving the car that caused that accident to occur. Well, was your limited partnership in the car with you? No. Did the limited partnership distract you in any way while you were driving? No. The limited partnership teach you how to drive a car? No. Did limited partnership manufacture the car? No. That limited partnership didn't do anything to be involved in that accident, to cause that accident to have occurred. It has done nothing to cause that to happen. And because of the fact that that's the case, that person is innocent in the eyes of our laws. And so a court cannot go. through you, the person that caused the accident to this other person, who's not you, and was not involved in the accident and take that person's assets from them. They can't do that. So, all of a sudden, now you have a very safe place to title and hold title to your personal assets that a creditor, or predator can not get to no matter what you do in your personal life, but it's even better than that. It's also protected from anything you do in your business life. Because as an LLC or as a corporation, they had that veil of liability protection that keeps this creditor or predator that's suing your business from going through the business itself to the owners and taking their assets. So it's protected from anything you do in your business life, anything you do in your personal life. And so, as a result, you have a probably only place that you can have to have this type of protection for your personal assets. Russell: So can limited family partnerships be sued? Ross: That's a very good question. Can they be sued? Because if they could be sued all those assets you're titling there could be taken, right? Just like if they're in your name and you injure somebody, they can be taken. So can they be sued? Well, if you think about it, when it comes to a person or a business being sued, there's only about four reasons why a lawsuit can occur. One, if a person creates a product, and sells that product, and the person buys that product and it's injures them, then that person could Sue the business. Or let's say that the business was a service business, it was providing services for people. And they paid for those services, and then down the road felt that they were injured somehow or another, they could Sue the business. Or let's say if the business gave out advice and people took that advice and something happened and they felt they were injured. Well, if they did that, they could sue that person or that business who gave out that advice. And the only other way the business could be sued is if that business or that entity partners up with someone else, either another living, breathing individual, or even another artificial person. And the two partners got mad at each other and wanted to sue each other, then a lawsuit can occur. But the way these limited partnerships that we create are set up, it will never provide a product ever. It will never provide a service to anybody. It never gives out any advice. And the only person it could ever partner up with would be you and no one else, so… Russell: you can’t sue yourself. Ross: You can't sue yourself. Russell: At least you shouldn't. Ross: And so as a result, there's no way it can be sued. It's just a kind of a silent partner that holds title to all your possessions that you can control and reap the benefits from that cannot be sued. And so those assets cannot be taken from you out of that limited partnership. Russell: Okay. So, set up limited family partnership, we put our assets, we put our things into that. Then what's the next step? What do we do with the assets and stuff after they're in there? Ross: Okay. You would do like you would do if you had them titled in your own name, let's say you had a savings account. Well, as your businesses are doing well, you're receiving excess money out of your business over and above your normal monthly expenses. You most likely want to create a savings account. So you'd create a savings account in the name of your limited partnership, and you started funding money into it. Maybe down the road that's growing, you're feeling good about it. And then maybe you'd say, "Well, a money market account may give me a little better interest. So I'm going to open up a money market account as well. So I'm going to start pumping some money there." Then may be one day you're in the bank. And the banks manager says, "Look at these great CD rates we've got. You ought to purchase a CD, a bank CD", and you look at them and you say, "Well, yeah, that's pretty nice, better than I can get some other places. So yeah, I'll invest in some bank CDs." Russell: When you're on Facebook, and you're like, "Everyone's talking about crypto. That's got to be the greatest thing in the world." Ross: Right. So you would set up your crypto account in the name of your limited partnership and you start funding these things, all these things, that you're going to grow your wealth in are all going to be titled in the name of this limited partnership. So, in essence, what happens is that limited partnership becomes your family bank. This is where you hold your wealth. This is where you grow your wealth in your family bank, in this safe environment where people, they can't sue you if you injured them personally, and they can't sue you and take those assets, if you injured them in the course of your business. So that's what we would want to do is start funding these things, creating our own family bank, where we can then grow those funds. Now, as you're growing those funds, there's another benefit to it. Not only do you have a place to store your money and grow it, but most entrepreneurs that I've found they find something that they like and they set up a new business and then down the road, they say, "Well, I see 10 other businesses. I'd like to get involved in." Russell: Shiny object syndrome. Ross: Yeah. I'd like to get into e-commerce or man I'd like to get into rental real estate or man there's all these great things I can invest my money into. And I'd like to do some of that. And so let's say that you want to get into rental real estate. And you start looking at properties, and you then say, "Okay, here's a house I'd like to buy", but then you look at your personal assets. Well, do you have a savings account? No, because it's titled in the name of your limited partnership. Do you have money market accounts, brokerage accounts, anything in your name? Well, no you don't because you don't own those things anymore. So they're all owned and controlled by your limited partnership and it's controlled by you. So you had that money growing in there. And let's say that you're sitting there thinking to yourself, "I have the money to buy this rental real estate, but I would sure like to do it if I had the money." Then you could look to your family bank, which now kind of becomes the investment arm of your business, because it's going to say, "Well, I have the money I've saved all this money. I have the money available to purchase this rental real estate with." And so the limited partnership says, "Let's partner up together and I'll put the money in and you use the money and buy the rental property and we'll share the profits 50/50." And so now you have another stream of income flowing towards your limited partnership besides what you personally contribute to it. And so now you're going to have a chance of growing your wealth at a faster pace than what you would have done normally. So it not only becomes your family bank, but it becomes the investment arm of your overall business structure. Russell: Very cool. And they can use that to invest in all sorts of stuff like you said, from real estate, they can do it in Bitcoin, they could do it in a new business opportunity. They could do it in Funnel Hacking Live. They could do it in some secrets books. They could buy one funnel away challenge. They could buy all my products, my service, I’m sure that’s be the best thing they could invest in. Ross: Well, yeah, you've got a good track record there. Russell: The Inner Circle, if I ever open it up again, Two Comma Club Coaching Program. Anyway, I don't know if that's legal advice or I don't know if that's investment advice, you have to ask your legal authorities, but anyway there's a lot of things, obviously, you can use start investing money in to start growing your wealth portfolio over time. Ross: Right? Your family wealth. So it's a very wonderful entity type that can protect you and give you that confidence in that feeling of safety, knowing that your personal assets are also protected, not just your business assets through your LLC or your S Corp or whatever, not only are those protected, but also your personal assets are protected. And that's a great position to be in. And knowing that even if I slip up, accidentally, people can't get to those assets. So, anyway, it's a great way to take care of your personal assets. Russell: It makes you sleep better at night. I think that's one the biggest things I found over the last five or six years is just the more ways we protect ourselves, the easier it is to sleep at night knowing you can keep moving forward and keep fulfilling your mission and doing what you're called to do. So, all right. So my question for you next, and then we'll kind of wrap after this is for those who are listening to this, that's awesome. I need that. Or maybe they even like step back and they're like, "I don't even have my business structure, yet", so kind of both sides. If you're like, I'm a new entrepreneur, I don't have a business yet. Or if like I got my business stuff structured, I think that's correct, but I’d like someone to look at it, or number three is like, I want to do this piece of it. I need to get my personal assets protected as well, which I think a lot of people haven't done that step yet. Obviously, this podcast isn't about giving legal advice, but I noticed something that you do for a lot of people, a lot of people in our community, if someone wants to have your help getting any of these things kind of set up, what's the best way for them to get a hold of you? Ross: Well, a lot of people will find us by going to our website, which is www.bookease.com. So, that's B-O-O-K-E-A-S-E bookease.com. And on there, you'll see a picture of me. You can click on that and it'll be able to take you to my calendar. And you could then schedule a time on our calendar for us to speak. Or my email address is very easy. It's just Ross@bookease.com. So you can email me and say, "Hey, I'd like to talk with you". I will then send you a link to my calendar and we will then set up a time to talk with each other. So, either my email address, or bookease.com, the website address. Russell: Again that's B-O-O-K-E-A-S-E.com. And I want to say something, I want to say two things. Number one is I don't get anything for telling you about this other than my dad's awesome. And he's helped so many people in our community, so I don't get paid for this. But number two is my dad always undercharges on everything. I keep trying to get him to triple his prices. So just there's not someone who's going to do a better job with this for you, and honestly, at a cheaper price. So someday I'm going to convince him to charge what he's worth. And then none of you guys were able to afford him, but just kidding. But like, in all honesty, like everyone always inside of the Two Comma Club Coaching Program everyone in module one, they go get their business set up with my dad and they always come back like "He explained all this stuff to me I never understood before. And it was so inexpensive!" So it's like, yeah. So it's amazing what he does. And it'll help you guys get, again, your limited family partnership set up if you're looking for that. Or, again, if you're getting your business just started and you need that stuff set up as well. You also, if they don't have bookkeeping and there's a whole bunch of things, you can help them kind of get set up in their business, which are all good. Ross: Yes. Yep. We'd love to chat with you. And I'm the one you'd be talking to. I like to spend a good hour with each new customer and we talk about the strengths and weaknesses of entity types which one is best for them under their certain circumstances. And so we pretty much tailor make our programs for each individual. Russell: Yeah. So, take advantage of that you guys. It's an amazing service and yeah. Go to bookease.com and get started. So, dad, that said, thanks for hanging out tonight with me because that was fun, but second of all, thanks for sharing this piece of, I think, as we were talking about before we started recording, there's just so many entrepreneurs who haven't even thought about this, and usually when you think about this is when it's too late. And so it's good to kind of get this in the forefront of people's minds and help them to be aware of it and get it structured and set up, because not that hard to get it structured. And then you have it as protection makes you sleep better at night and someday when you need it, you've got it. Ross: That's right. You want it set up before the lawsuit hits. Russell: If you get in a wreck, don't call my dad up like, "Help, quick." Yeah, now is the time. That's awesome. Thanks dad. Thanks everybody. If you guys got value from this episode, please take a screenshot of it post on Instagram or Facebook or wherever you do your social stuff and tag me in it. And also all your other entrepreneur friends who are just like me and you who are chasing all the shiny objects, building businesses, and even thinking about how to protect ourselves. Let them know about this episode, so they can know about limited family partnerships. They can know about my dad. He can help them out as well and get your stuff set up and protected. And that way you can just worry about really doing what's most important in your business, which is serving your audience. But getting these things set up will make you sleep better at night and help protect you longterm. So, thank you, dad. Thank you everyone for listening and I will see you guys on the next episode of the marketing secrets podcast. Ross: Yes. Thank you. Appreciate the chance to be with you today. Russell: Go to bookease.com. Let's go! See you guys.

Will Henshall is a Los Angeles based tech entrepreneur, inventor and music producer. He was the founding member and main writer in the UK pop soul band Londonbeat. Their massive early 90s hit ‘I’ve Been Thinking About You’ reached #1 in the Billboard chart and was the top selling single in all major territories and won him BMI/PRS songwriter of the year. In the mid 90s, he founded San Francisco based audio tech company Rocket Network. The "DigiDelivery" media transfer system, now part of ProTools 12 Cloud collaboration, is a standard tool used everyday in pro audio production for TV, movies and music. He sold the company to Avid in 2003. His most recent start up is www.focusatwill.com, a science driven instrumental music streaming service (2m users) that helps people at work and study reduce distractions and be more productive. He holds 5 patents, and has a new one in the oven! Today we talk about how anyone who isn’t boring probably has ADHD! Just kidding, sort of, enjoy!   ----------    ***CORONA VIRUS EDITION***   In this episode Peter & Will Henshall discuss:      :50  -  Intro and welcome Will!! 3:15  -  So you moved from the Musicbiz into Tech?  Ref:  Avid Cloud Collaboration 5:44  -  About how www.focusatwill.com came to be 8:40  -  Ref:  Dr. Ned Hallowell  Dr. Evian Gordon 13:05 -  On the percentage of users that are either ADHD or ADD or other? 16:16  -  Ref:  Left Field Labs  18:35  -  How do we continue to prove to people that this works!? On next steps for Focus At Will 21:52  -  How can people find you?  Write to him! Will@FocusAtWill.com Website: www.FocusAtWill.com Socials:  @focusatwill on INSTA  Twitter  Facebook 22:39  -  Thank you Will Henshall! And thank YOU for subscribing, reviewing and listening. Your reviews are working! Even if you’ve reviewed us before, would you please write even a short one for this episode? Each review that you post helps to ensure that word will continue to spread, and that we will all be able to reach & help more people! You can always reach me via peter@shankman.com or @petershankman on all of the socials. You can also find us at @FasterThanNormal on all of the socials. As always, leave us a comment below and please drop us a review on iTunes and of course, subscribe to the podcast if you haven’t already! As you know, the more reviews we get, the more people we can reach. Help us to show the world that ADHD is a gift, not a curse! Do you know of anyone you think should be on the FTN podcast? Shoot us a note, we’d love to hear! 23:08-  Faster Than Normal Podcast info & credits   TRANSCRIPT:  Hey guys, Peter Shankman.  Welcome to another episode of Faster Than Normal.  I’m thrilled that you’re here, as always, we tend to make ADHD a gift, not a curse, and we want you to see that as well. You know, it's funny every once in a while, when someone asks, “Hey, can I come on your podcast?” Is it, they have a good story? And I say sure, that sounds great, and  I have my assistant collect their background, and their bio and their, and their headshot and all that, and because of ADHD, I usually look at it in about four seconds before the interview. And, um, I had, I'd known about my guests and about his project called  https://www.focusatwill.com/  I had known about him for a while. It's a…. it's a,  it's a science driven, instrumental music streaming service with over 2 million users, it helps people work and study.  It reduces distractions, and be more productive. But what I didn't know about Will Henshall, until I read his bio and literally, pardon my French lost my shit. He was the founding member and main writer of the UK pop soul band, London Beat. And if you don't remember London Beat, perhaps…. Will is going to play a little, a little clip of London Beats,  their number one song that you will, you will totally remember…. that blew my mind.  So at some point, at some point, Will,,, you will play?   First of all, thank you for that fantastic introduction. Second of all, yeah. (plays clip of song…) I've been thinking about you too, Peter.  (plays clip of song…)  This was number one all over the world in the nineties. I was the guitarist and I was the white guy.  I can’t… oh my God. I…… I wasn't even, so, I mean, that was the thing. I looked at your picture and I'm like, wait, I can swear everyone in that group was black and I watched the video again and surely enough, there you are.  We always took photographs in a way that the skin tone wasn't particularly obvious.  Oh my God. I mean, I remember that sounds like it was yesterday.  It's still one of my all time favorites. It's on my it's on my running mix.  I'm going to go out…. I'm going out for a run after this, uh, after this interview, and ...he's pulled out the guitar, here we go.  Um, yeah, for viewers at home, uh, without, people listening (plays guitar) Yeah, it’s a solo, not particularly well played, cause it's early in the morning for me.    It is indeed, and I appreciate you taking the time to come on this early. You know, it's funny. I, we, we could spend it if we don't, if we don't switch topics, we can talk all day about how much I love that song, but don’t,,,,, that was your thing, OK, you did that, and then, and then you went to, you went to tech, right? So you had a company also that you, you, um, uh, let me, let me, let me see if I got this right. You had Rocket Network. Yeah, was, was, became part of ProTools.  Yep.  And then Pro Tools was sold to Abbott...  Uh, yes, not quite in that order. OK, something like that. Avid, done Pro Tools and then Rocket Network, which is a company I founded in 94. We raised just under $50 million in the 90’s, um, Paul Allen and Cisco, and a bunch of other investors, and we created something that is now https://www.avid.com/pro-tools/cloud-collaboration so if anybody knows Pro Tools or media editing tools, they're the kind of the standards in the entertainment business, for making media and, um, yeah, you're probably using our tech. The first projects that used the technology in the back in the day were Eric Clapton, Prince, and then, uh, Peter Jackson's new movie. Um, and, uh, I think Harry Potter's first…. So, no one's special is what you're saying... Yeah, and it was very cool, it was a system that, um, shipped around the component pieces of professional audio, various securely, so that… Unbelievable, if I remember correctly, Avid…. actually, it started out as a company called Diva and Diva was just Avid, uh, spelled backwards. And they had a group who started DIVA, started in Boston. That's right.  And I worked… I interned for them. I helped them, uh, create, uh, like their first logo, one of their first logos back in like 92.  Yeah. My RA, the RA, my dorm, uh, worked for them and, and he's like, Hey, you know, you know, computers, come, come make a logo. And yeah. Yeah, definitely. Ridiculously small world.  Yes, I come from a, you know, yeah., you, you, you mentioned.  Yes. I was, uh, uh, a musician and we had, we had, uh, uh, many hits over the years as the best known one. Um, I quit the band in ‘94 and I come from a long series of British inventors.  My brother was an inventor….... my Dad's an inventor, my Grandfather, my Great-Grandfather and, um, so it's kind of built in. I remember always like my Granddad saying that door handles in the wrong place, or you know, that this is not yeah. who designed this can opener, you know? Uh, so it's kind of in the brain and because I was always interested in digital things early and particularly digital audio, it led me perfectly into a place where I met Matt Mueller and a couple of other guys, and we founded Rocket Network. Actually I've got five patents, my name's on five patents, which I'm very proud of.  5:44 It is very cool. Yes, yeah. alright. I want to, I…. I can talk about this all day. Let's, you know, there's a podcast for the neuro-diverse let's talk about https://www.focusatwill.com/  because I'm actually a fan of it. Um, why don't you give us, for those who don't know what  https://www.focusatwill.com/  is, give us a description of it.  And, um, then I’ll tell you why I love it.   Thank you, Peter. Well, this is a unique music service and it is a library of material you can't find it anywhere else. That is, uh, uh, delivered to each user in a very unique way and you... you could think of it as, um, you know, ADD by the way, is close and dear and close to my heart.  I am myself, most of my friends are, I find anybody who isn't boring and it just means...  Steven, Steven there's, there's our subhead. Anyone who wasn't boring, has ADHD…. That's of course not. Um, It just means as my understanding of ADHD is it just means that you've got to be able to focus and concentrate you need to have a lot of stuff going on at the same time, so we are the people that are good in a crisis, right? We are the people that have got like a TV on over there, a game on over here, a talking book on over here, some music here, and then we're able to sit and relax. So I didn't discover this until I was in the band in, in, um, the Rocket Network company. And the reason why I learned was I went from running a band and being very active to inventing this kind of networking audio technology to ending up when we sold to Avid, to actually sitting in a cubicle  (laughter) Welcome to the new world...  And I tried to say, I was the boss before and now I sold my business, I was reporting to some middle -level managers and I was like, listen, “I….I know you guys have a policy of people being in the office, but I can't get anything done here.”   Well, you gotta be in the office. I'm like, where's your deliverable, William. I'm like, ah, I'm sitting here staring at the walls. So I started to try and find music that would help me block out the sound of everybody else, and it was impossible for me. It was not, I just couldn't find it. And then people would say to me, Oh, you're kind of hyper. Why don't you just find something to chill you the F out and be like, I've listened to this.  (plays music)  It's intuitive to the public. That if someone is kinda hyper, like all my favorite people, you play them something to chill them out, or maybe something like this. I'm playing some things on folks that will buy though in the background,  the answer is (buzzer sound)  that won't work at all, as you and your listeners know, umhttps://drhallowell.com/, who I'm assuming, you know... I know Ned very well,  he wrote the foreword for my book.  Yeah. Yeah, um, I met Ned in about eight years ago when he called me up. Now I’d heard of him and read his book called https://www.amazon.com/dp/0307743152ed  his bestselling book on Amazon., he's he's written a few best sellers, all about ADHD and why it’s the learning difference, not a disorder. And I get this call and this voice goes to “Hi, I'm Ned Hallowell. I can't do his voice, I’m Ned Halowell in that Boston kind of voice, and he goes, “are you Will from https://www.focusatwill.com/   and he goes, I'm Ned from Focus on Ned, and he said, I have been listening to your music to write my new book, which then was called, Driven to Distraction at work. And he said, I've put you in the book. And I was like, wow, that is, wow, this is from the horse's mouth, right? This is Ned himself telling me that. So we got...I invited him to be on our science, uh, board and got to know him very well, and with his help, and with another scientist that’s in our book,  Dr. Evian Gordon from https://www.totalbrain.com/about-us/   in San Francisco. With the two of them, we started honing into the idea in the same way that, um, stimulants such as Adderall and Ritalin and drinking so much coffee. Over clock, the ADHD brain and calm you down.  We started to work on the idea that there are energies in an audio stream that'll do the same thing. 5% of our users in folks that will 5% listen to this channel that I'm just about to play, it’s called ADHD Type 1, and they listened to this.. 8hrs a day, 5 days a week. It's actually just warming up. Here we go, so to anyone that doesn't have ADHD, that sounds like an incredible noise, but if you actually do have ADHD or ADD, right, this will help you enormously.  Yep, no question about it.   What it’s doing, is overclocking the brain, and, um, Ned explained it to me in a way that I've never heard it explained before he said, William, your brain... all of our human brains, it doesn't matter where you come from... gender, it doesn't matter. We're all wired the same, this clock, the back of your head, about every four times a second, it goes, talk to Peter, talk to Peter, talk to Peter,  talk to Peter. He said, it's like the cocks on the rowboats, you know, there's the person that’s like going “PULL!”, right? And you go pull like this four times the second. And so those of us with ADHD by the way, Hallowell himself is insanely ADHD. That's part of the reason why he does the work? I think he said, what happens is that clock is running slowly. So it goes, talk to Peter, and then my consciousness is like, Whoa, what's that over there?  And then, then it goes, talk to Peter, right?   And so what's happening is it's like the kids in the backseat are always going crazy cause they haven't got something to do. And so we, uh, we started experimenting with different types of audio that clock the brain to speed that clock up. I mean, the irony is as you and your listeners know, the reason that we have ADHD is that clock is running slowly, not fast. Right?  If you play some music slow, it's going to make it worse.  Right. Right. It's an interesting…. it's an interesting take on it because I know that for me, uh, you know, we started this off by fanboying about how much I love that song, but the the fact that it is it's one of those songs with a fast beat, with, you know, powerful hook, powerful melody that allows me when I'm exercising to focus as well as I want and focus on the run and run faster and train harder, and music for me has always done that. Um, and so the concept of, of, of. audio as a whole to keep the brain focused is, you know, the funny part is, is that when we were growing up and ADHD didn't exist, it was sit down, you're disrupting the class disease. Um, when I was dealing with that, I remember I'd come home, I'd start my homework, I'd put on music, and my parents who were music teachers, that was the irony, they were both public school music teachers. nope, you shut it off, you've got to focus on, we're going to pay attention to school, and I was dedicating attention to the score. The music helped me do that, and now of course we know the difference.  So what percentage of your users, if you have any idea, uh, would you say are using this, are neuro diverse are ADD/ADHD, um, I mean, you said 5% listen to that track, but... Yaah, um, it's about 20% and, uh, I prefer instead of using terms of just neuro-diverse or I just say my favorite people. There are probably and objectively many, I mean, here, here's the real question. Peter, why to human beings? Why did we evolve to have a percentage of people like that? Well, the answer is we are good in a crisis. We are the kind of people that can do highly stressful work, such as, um, air, traffic control, battlefield surgeons.  Um, uh, how about, uh, how about fifth grade teachers? Um, right. Police work. These are all things that when this, a lot of stuff going on we’re very calm, and if you and I were back in the day, we're in the, you know, we are like thousands of years ago and we're in the, in the encampment with our tribe, and there's arrows coming over the top.  You or I, and people like us, the neuro-diverse people, we are the people that are going to go... I got this.  Yep, exactly.  As everyone is running around like a chicken with its head cut off and we're like, nope, I got this. The problem is, is that, when there's a crisis, we're great. But for the now, for the… we have to sit there and focus on expense reports or in your case, sit in that office and get that work done, it's not as easy.  So to answer your question about, uh, how, how many people are there, I can actually answer it with audio. I played you that, uh, crazy ADHD music, um, about 30% of the rest of our audience listened to uptempo. I like that.  So this is, it's kind of an, an uptempo transit channel. It has, it has thousands and thousands of tracks, but the tracks, they don't have DJ drops, right? they don't have, um, vocals of any kind, and there's some very specific things about the speed and the pulses within it. Um, it works for people who are kind of veering towards easily distracted, but not really. It kind of doesn't overlap. And then about another 30% or so of our audience, um, this is now as you can tell, nearly 70%, uh, listen to this. (plays music)  This is called Alpha Chill. And this is a typical track, speed is a little lower.  It still keeps you going, but it's not quite so intense, right? So to answer your question specifically, about 20% of our users are in that higher energy date they are. So we did a, I do a lot of surveys in the business and we have, um, we have, uh, an enterprise product where, you know, companies get this for their, uh, their employees.  And we just had a company called  https://www.leftfieldlabs.com/ in LA. They're one of the Google, internal Google, um, ad agencies, and, uh, they had like just over a hundred users and they bore out something that we found a lot. We… what we do is we give a hundred accounts to them and then they come back to us and tell us how many of their employees use us all the time... of that, how many are interested?  And the answer is usually about 25%, 20, 25% of any given company. You find this and go, wow. So that's part of our sales pitch. Here's the thing, I know the CEO and I called him up and I said, Hey, that's fascinating. Would you mind telling me who the 20% are? Is there a pattern then he laughed and he said, yes, it is my C-suite.  It is my most valuable players, it is my employees, the MVP, it is, uh, the people who are kind of difficult to deal with. And I said, If you looked at your kind of payroll costs, what percentage is this core group? He said, they're my most important people. And it represents 80% of my payroll. I believe it.  So we found this often that about 20% of the population who are usually the most talented, the most productive, the most valuable, are also the most easily distracted. Definitely. My people. This is the entrepreneurs. This is the… there's the people who make things done. If you, I tell people who are not in this world who are not neuro-typical, who doesn't understand, you know, non-tibial people.  I go, Elon Musk. He defines someone who is hyper hyper, hyper. I mean, good brief. I mean, just watching him talk. I have to just go.And then you think about a lot of other well-known fairy capable, productive people, Steve Jobs, Oprah, Allen.  I write about, I write about all these people in the book, the Faster Than Normal the book, and we interviewed a ton of them as well. I have friends all over the world who are the exact same brain as me. Um, tell me, cause I wanna, I wanna be respectful of your time. Tell me about, so, so it's Focusatwill.com, and it's, um, I mean, I, like I said, I love it. Um, where are you, where do you see it going? I mean, first of all, I'll take it a step back.  How do we convince more people that this actually works? Because I think that a lot of, you know, we're seeing, I think the pandemic has pushed us into being able to try new things and being willing to try new things, um, without as much backlash as there used to be. So are you, are you continuing to pitch for, um, for consumers or are you starting to look towards, uh, the enterprise aspect of it? Actually, we have about half consumers, which is individuals purchasing and then half, um, enterprise sales. Um, the pandemic was, was interesting. We did well because if you are stressed, and under pressure remotely working for the first time, remember a lot of people with ADHD like this, we'd like to go into an office because the bustle that kind of helps us.  And if all of a sudden you're at home on your own delivering things, and this has been an absolute godsend for a lot of people. So our business went up actually, uh, during the, during the year., and. It's the new normal, right? There's a lot of people not going back to work. And what are, uh, what of I get a lot of mail from being artists.  I've got a couple of million users. And one of the things that they've said is that the system has a timer on it. So you can figure out how long your perfect session is. Most people it's about, it's between 25, which is one session minutes, and right through to quite a lot of people have set it at 80 minutes.  So you're doing 80 minute work sessions. You can get, you get a lot done. And they say, if you have a pair of noise canceling headphones, and you have this app, it becomes like your, blankie, it becomes like that’s what they do, to get...stuff done, right? it  becomes like a cocoon I mean, that’s the premise of most people with ADHD find, is that they get into some sort of zone, they figured out where that zone is. For me, it used to be on an airplane. I’d fly to Tokyo to give a speech, I'd write for 14 straight hours. Yes, it was, it was amazing. Um, and so, so having to find that new place, so no, you, you put those headphones on, you shut out the rest of the world, you shut off the distractions and you do that, whatever way works for you.  But what you're doing is you are allowing yourself essentially putting on horse blinders, and you're focusing on that, which you need to focus on without the ooh, what's over there.  Well, yeah, something I didn't talk about yet, which I'll just mention quickly is that all music is not the same. If you listen to music with vocals….music that's designed to entertain you, which is pretty much anything out there, that's why it's successful, It's engaging. Um, it is gonna... you've replaced one problem with another. So. yes. You can't hear all the noise around or you're trying to get in your zone, on the other hand, you're singing it.  You're singing the song, exactly.  Snoop Dog,  whatever you like to listen to.  It's very true.  So the focus music is designed and the system has an onboarding, uh, quiz that if you take it at it's 17 questions and it has about an 80% accuracy of, um, determining which genre of music on the system will work best for you, and we find 85% of the people that use our system when they find their genre, each, um, each channel has a, a low, medium and a high setting., so there's really about 36 channels on the system, 85% of our users when they find it and they dial it and they go in on it, they never change because it just...works. Yeah. That's awesome. So it's Focusatwill.com  How do people find you? Are you, are you online? Are you on Insta,  so what's your, what's your story?  Hi, first of all, I'm fascinated with productivity and ADHD. It is my life, and I love to hear from people, so anyone listening, just, just write me, tell me how he found the system, what works, um, I'm at  focus@will.com.  That's and um, as I said, I'm, I'm always super interested and, uh, remember, there's a channel on this system called ADHD Type 1 which if you've got to get stuff done today, will really help you.  I love it. Will, we're going to have you back again, we'll have you on the podcast in a couple months, again.  Thank you so much for taking the time. It was really, really appreciated. And what a pleasure to talk to it, to talk to you, it's truly great.  22:40  Guys, as always Faster Than Normal is for you. Let us know what you want to hear, let us know who you want to hear, let us know if you want us to play I’ve Been Thinking About You, some more ‘cause we can do that too. Again, that has to be a cue, you’ve got to cue it up one more time. I'll just cue it up here. It is. This is a very bad choice to listen to when you're trying to work.  Oh, without question, but for exercise, you can't beat it. It's different, right? Yes.  All right guys. See you next week. Thanks for listening. My name is Peter Shankman.    Credits: You've been listening to the Faster Than Normal podcast. We're available on iTunes, Stitcher and Google play and of course at www.FasterThanNormal.com I'm your host, Peter Shankman and you can find me at petershankman.com and @petershankman on all of the socials. If you like what you've heard, why not head over to your favorite podcast platform of choice and leave us a review, come more people who leave positive reviews, the more the podcast has shown, and the more people we can help understand that ADHD is a gift, not a curse. Opening and closing themes were composed and produced by Steven Byrom who also produces this podcast, and the opening introduction was recorded by Bernie Wagenblast. Thank you so much for listening. We'll see you next week. 

One of my favorite principles from a book called “Outwitting The Devil” by Napoleon Hill Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey, what's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today I want to talk about one of my new favorite books and something cool I learned in it that I'm doodling for a book that I'm writing and I just got to brain dump it so hopefully you don't mind. Let me share some cool stuff with you right now. All right. So the name of the book is Outwitting the Devil by Napoleon Hill. And if you have not read this book yet, it is insane. Kind of the story behind it, Napoleon Hill wrote this back in 1930s and it was about a conversation he had with the devil about how he can like tempt people and get them to fail in life, which is really, really fascinating. And we don't know if it's a true conversation or just something he made up, but either way the book is insanely good. So he finished it in 1930s, a year after he wrote Think and Grow Rich, and then he didn't feel like he should publish it. He was scared. In fact, in the book, it talks about the devil's like, this is why you shouldn't publish it, why you're not going to publish it and all these things, which is kind of crazy. So he never published it. Then he passed away and then his wife got it and she read it. She's like, "I'm not publishing this." So she didn't publish it. Then when she passed away, it went into the hands of the Napoleon Hill Foundation. And a couple years ago, somebody found it and read it and was like, this is really, really good. And so they called up Sharon Lechter, who I had a chance just recently to talk to her and get to know her, which was really cool. Sharon is the one who was kind of like the co-author and the CEO for a long time of the Rich Dad Poor Dad brand. So if you've heard her name before it's because every one of those books is co-authored by Sharon Lechter. So anyway, when I found the book, she's the one who put this whole book together. So I had a call with her last week and she told me that they called her up and said, "We have this manuscript. You should check it out." And she's like, "I was the fourth person to ever read it." I'm like, what? this is the craziest thing in the world. So she read it and they decided to publish it. She put all the work in to get it manuscript live and they launched it. Now, I believe it's in 40 languages, she said, which is really cool. But for some reason, I never read it and I wish I would have a long time ago, but it's amazing. And so in the book, it starts off with Napoleon Hill kind of telling the story about how he got to the certain spot in his life before this conversation with the devil. And the first couple of chapters were kind of slow because it's him telling the story. They're really good but it's all leading up to this conversation. And a lot of things he talks about earlier, are essential for the conversation to actually make any sense. He meets the devil. He's in this like courtroom with him and he has a chance to interrogate him and the devil has to tell him anything he asks. So he starts asking all these things and it is so fascinating. So, my brain works in doodles. So as I'm reading his book, I'm doodling out the concepts and the principles and how they fit and where they tie together. And anyway, I'm going to be having a chapter in my new book that goes deep into this. So you guys will have a chance to see my doodles some day, but for now I want you to visualize the doodle. Basically, there's this person in the very top, and there's two choices they make, either faith or fear, right? Every time something happens to us in our life, we're going to choose faith and just move forward in faith, or we can have fear. And those are two opposite things, right? And those are the two choices. So everything's tied to either faith or to fear. And so I have a little arrow going left to faith and right to fear, kind of diagonal. And in the book, the devil says his goal is to get everybody to become what he calls drifters. He says that right now he controls 98% of the population of man and they're all drifters, right? So a drifter is somebody who is not pursuing things, not doing the right things. And the other side, the 2% of the people are people who have what he calls definitive purpose. They have a purpose, they have thought, they know what they want to do, and they're executing, trying to achieve that thing. Okay. So those are the two things. If you follow fear, you become a drifter, like 98% of the people. Or if you follow faith, then you were in the 2% who followed definitive purpose. Definitive purpose is like you have a goal, right? I want to do this thing. I want to accomplish this thing. I'm going towards it. I'm trying to get it. I'm trying to achieve it. I'm trying to do this thing, right? So that's the direction. And it's interesting is like, when somebody does have definitive purpose of the 2%, in the books they're talking about, here's the things he does to get somebody from this thing where they have definitive purpose, whether you are using faith, how do I get them to become a drifter? He has all these tools. One of the tools is when someone's got to finish a purpose and they build a business and they make money, first thing he'll have them do is eat a whole bunch of food because they eat a bunch of food, they get tired, they're less likely to work hard and it's very easy at that point to get somebody to become a drifter. So that's one example. He has a whole bunch of different examples of things he uses to get somebody from the side of faith to the side of fear, which was really fascinating. Okay. Then on the fear side, he talks about all these different things he does to get people into fear, right? And so it's interesting. He says, there's the six most effective ways he gets somebody to have fear. So the fear of poverty, the fear of criticism, the fear of ill health. Number four is the fear of loss of love. Number five is the fear of old age. And number six, the fear of death. He said that the two most powerful tools he has to get somebody to have fear are poverty and death. If you can get somebody to be afraid of poverty, then you can control them. He can get them afraid of death, he can control. They said but the two things that are most powerful in actually controlling people and keeping them in fear is number one is poverty. So if I keep people broke and poor, then I can control them because now there's so many fears like, oh, I can't do this. I can't do that. Because when you're in poverty, you don't have the ability to go and do a lot of things, right? So it keeps you in a state of fear. And the other one is ill health. If you're not healthy, then you're in a state of fear all the time too because you're not sure how your body's going to function and you're unable to do things and stuff like that. So those are the two ways he actually controls people and keeps them in fear through poverty and ill health, the two most powerful things he has. And then he talks about the habits he creates and it's really cool, but all these things he does to get somebody to first off, initially make the decision of fear. And then from there, how he ties those things and locks you in so you stay a drifter for the rest of your life. And that's kind of the premise of this book, right? Is you got two choices, have faith and pursue things with definitive purpose or have fear and become a drifter, right? And like I said, in the book, the devil says 98% of people, he has control of, they become drifters, which is crazy. And so that's kind of interesting as I diagram that and start mapping out, well, for me, one of the things I needed to make sure I'm not acting in fear. How do I act in faith? How to make the correct decision, right? And as I started looking at this graph, it's like, here's all the things that he's trying to do to get me into fear, to make me become a drifter. Let me look at the opposite side. How do I act in faith? How do I make sure I have definitive purpose? When I do have success, how do I make sure I don't slide back over and become a drifter? How do I keep pursuing, keep progressing? And things like that. It's really fascinating. And then in the book it talks about this thing that ties the universes together. He calls it hypnotic rhythm and this where people get into. It's like when you get into hypnotic rhythm, it's hard to get out. And so at the bottom of this graph, I kind of drew, it looks like a big whirlpool. It says hypnotic rhythm. That's working to keep you where you're at. And he said the hypnotic rhythm works on both sides. He said if you're someone who has definitive purpose, the hypnotic rhythm that becomes your routines and your habits and your things that, after you've got those things in place in your life, they become hypnotic rhythm. And typically you'll stay there, right? Or if he can get you to become a drifter over there, hypnotic rhythm is going to keep you there. So hypnotic rhythm serves both sides. It's just, what are the habits you have? You have the habits that are keeping you unhealthy, they're having you struggle, all these things make you become more of a drifter. Those habits will become hypnotic rhythm and you'll stay in that whirlpool for forever. Or the opposite is true as well. Where if you act in faith, if you have definitive purpose, and you're doing these things, that hypnotic rhythm will stay with you and it's easier to stay there as well. So anyway, it's super fascinating. I can't wait. When my next book comes out, you guys have a chance to go deep and see my doodles, but for right now, I would highly, highly recommend going reading Outwitting the Devil by Napoleon Hill. It's just an amazing book. And I would recommend if you do listen to the audio book, because the audio book, the guy who plays the devil, his voice is really, really cool and you have a chance to hear him debating back and forth with Napoleon Hill and it's pretty cool. Anyway, so that's kind of one of my fun things I'm working on right now is just diagramming this concept and these principles to be able to include in my next book. But it's amazing. So Outwitting the Devil is awesome. I know a lot of you guys are listeners who've read C.S. Lewis. I have not read C.S. Lewis' books yet, but I know that there's, I think a couple books actually, like The Screwtape Letters where it's kind of a similar premise where it's how these devils, how they try to convince people to do what's wrong. And it's kind of written in that same perceptive or perspective, sorry, the same perspective, as opposed to like here's all the things to do right. It's like, well, what does Satan, what does the devil, what's he trying to get you to do, right? And anyway, it's just fascinating. So I love the book. Highly recommend it. So there's something good to read. Read that book but look at it through that lens of like, okay, I want to learn how to protect myself, right? How do I keep acting in faith and stop acting in fear? How do I focus on definitive purpose? How do I move forward until I've gotten spot where I'm in hypnotic rhythm, where I'm not going to break free from it? And what are all the tools the devil's going to use to try to get me to become a drifter? And if I'm a drifter right now, what things do I need to prepare myself? How do I break free from this fear and these things and get back to a state of faith, get back to the state of faith, get back to a state where you're focusing and you're moving with definitive purpose? Anyway, super fascinating. And I hope that you guys enjoy it. In fact, Josh Forti is going to come out next weekend and we're going to do a podcast interview on this. And so I'll probably go a lot deeper into it, but this will be the preface for you guys. And you have a chance, I'm sure we'll post the Outwitting the Devil podcast here in a couple weeks, you have a chance to hear me and Josh dive even deeper. So you got a little window now between you hearing this and that next interview to go and read the book so you can come back and we have an intelligent conversation about it, have some fun. So that said, go read the book. And then in a couple episodes from now you'll have a chance to hear me and Josh go deep on this concept. So there you go, guys, appreciate you all. Hope you have an amazing day and we'll talk to you all again soon.

2 spots left: Transcript: Hey there, it’s Eric, I hope you’re having a great weekend. If you were thinking about joining our spring coaching groups, we wanted to let you know that we added a 4th section at 9 AM Pacific / 12 PM Eastern lead by Coach Roxie Martin and we still have 2 spots left.  Group starts Monday, and we will need to talk to you before you join. So if you would like to grab one of these last 2 spots for our 9 am pacific group with Coach Roxie Martin, go right now to coachingrewired.com. If we think you’re a good fit, but we don’t get a chance to talk to you before Monday, we will help you get caught up with anything you missed. Go to coachingrewired.com, click the green button, add your name to the form, and follow the instructions. That’s coaching rewired.com. 

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

Replay of a special conversation I had on stage at a Traffic Secrets event with a friend and a student, Nic Fitzgerald. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey everyone, this is Russell Brunson and I want to welcome you to the Marketing Secrets podcast. The next two episodes are a really special one. For our Two Comma club X members and our inner circle members I did an event recently, some of you guys heard me talk about it. It was a traffic secrets event, where I’m getting all the material ready for the book. And the night before when I was doing all the prep work I had this thought. I was like, I want to bring up somebody on stage and it’s somebody who was a friend I grew up with in elementary school, and junior high, and high school, someone who was down on their luck, who was really, really struggling. About a year ago I saw him post something on Facebook and I reached out, and this interview is happening about a year later. He tells his story about what happened and the transformation and the change that’s happened by being involved inside our Clickfunnels, Funnel Hacker community. So I wanted to share that with you as part of the event, so this first half is going to be Nic kind of telling his story and it’s going to be the story from the bottom of the barrel where they were, they literally made $25,000 a year for 3 years in a row and then the transformation to this year, they’ll do well over six figures. And that’s going to be this first podcast. And the second podcast episode is, I did a live coaching session with him on stage, and I want to share that with you as well because I think there’s a lot of things for you specifically that you can get from this episode too. So the next few episodes are going to be sharing this really fun conversation that happened late night at the Traffic Secrets event with my friend Nic Fitzgerald, and if you think that name sounds familiar, I have talked about him before on this podcast. In fact, a little over a year ago I did a podcast episode called “Being a Rainmaker” that was a personalized podcast that I sent to Nic specifically to help him with what he was struggling with at the time. So anyway, I wanted to share this with you because it will take you full circle to show you kind of the progress and the momentum and things that are happening in his life, and I think it will be encouraging for you to hear the story because no matter where you are in your journey right now, if you are struggling, doing well, or if you’re somewhere in between, there are parts of this story that will resonate with you. And in the second episode where I coach Nic I think will help everybody as well. So with that said, let’s jump right in and have some fun. I want to introduce you to my friend Nic Fitzgerald. Alright so I want to set the tone for the next hour or so of what the game plan is. So I have a first initial question that I’m curious about with everyone here. I’m curious, who since they joined the Two Comma Club X program has had some kind of experience with Mr. Nic Fitzgerald? That’s powerful, I’m going to talk about why in a little bit, but very, very cool. So some of the back story behind this, and then we’re going to introduce him up, and when he comes up I want you guys to go crazy and scream and cheer and clap, because it will be good, and then I want him to sit down so we’ll be the same height, which will be good, it’ll be fun. So some of the back story, I actually met Nic the very first time in elementary school, and even in elementary school he was a foot and a half taller than me, which is amazing. He was like 6 ft 2 in like third grade, it was amazing. But we knew each other when we were dorky little kids and going up through elementary school we were both doing our things, and we didn’t have a care in the world and everything’s happening. And as we got older he kept getting taller, I stopped growing. And then we got into high school and he kept growing and he joined the basketball team. I didn’t keep growing so I went downstairs in the basement, literally, at our high school in the basement they call it the rubber room, and it’s this room that smells like, I don’t even know, but it’s under the gym. So he would go upstairs and fans would show up and people would cheer for them, and scream at their games. And all the girls would come to the games. And we’d go down in the rubber room by ourselves and cut weight and put on our sweats and lose weight and we’d jump rope and sweat like crazy. And we’d sit there, and I remember one day after working out for two hours pouring in sweat, I had my plastic gear on and my sweats on top of that, my hoodie and my hoods and we got the wrestling mats, and literally rolled ourselves up in the wrestling mats to keep the heat in, and we laid there and we were so hot. And I could hear the basketball players in the gym up above having so much fun and people cheering for them. And all the girls were there. And I was like, “Why are we not playing basketball?” It doesn’t make any sense. But during that time, obviously we were in two different kind of worlds, and we didn’t really connect that much, and then we left our separate ways. And I didn’t hear from him for years and years and years. And then do you guys remember Facebook when it first came out? The first time you got it and you log in and you’re like, “Oh my gosh, I can connect with people.” And you start searching the friends you know and then you find their friends and you spend a day and a half connecting with every person you’ve ever remembered seeing in your entire life? Do you guys remember that? So I did that one night, I connected with everybody. Everyone in high school, everyone in junior high, or elementary, everyone in every stage of my life, as many as I could think of. And then I was like, I think that’s everybody. Okay, I’ve connected with everybody. And one of those people that night was Nic. And then, but I didn’t say hi, I just friend requested and he requested back and I’m like, cool we’re connected. And then after that I got kind of bored with Facebook for like a year or so. Then a little while later I found out you can buy ads on it and I was like, what, this is amazing. So we started buying ads and everything is happening. And it’s crazy. And then what happened next, I actually want Nic onstage to tell you this story because I want you to hear it from both his perspective and my perspective, I think it’d be kind of interesting. So let’s do this real quick. As you guys know Nic has been a super valuable part of this community since he came in. I’m going to tell the story about how he got here and some of the craziness of how he signed up when he probably shouldn’t have and what’s been happening since then, because I know that you guys have all been part of that journey and been supporting him. How many of you guys are going to his event that’s happening later this week? He just keeps giving and serving, he’s doing all the right things, he’s telling his story, he’s doing some amazing stuff. So my plan now is I want to talk about the rest of the story. I want to tell you guys what I told him a year ago and then I want to tell you guys my advice for him moving forward, because I feel like it’s almost in proxy. I wish I could do that with every one of you guys. Just sit down here and coach you. But I feel like he’s at a stage where some of you guys aren’t to where he’s at yet and some of you are past that, and some of you guys are right where he’s at, and I feel like the advice that I really want to give him, will help you guys at all different levels. So that’s kind of the game plan. So with that said, let’s stand up and point our hands together for Mr. Nic Fitzgerald. Look how tall I am. I feel like….okay, so I had him find this post because I wanted to actually share a little piece of it. So this, I’m going to share a piece of it, I want to step back to where you were at that time in your life. So this was July 7, 2017, so what was that a year and a half ago, ish? So July 7, 2017 there was a post that said, “Long post disclaimer. I hate posting this, blah, blah, blah.” So at the time my family was about to go on a family vacation. We’re packing up the bags and everything, and you know how it is, you do a bunch of work and then you stop for a second and your wife and kids are gone and you’re like, pull out the phone, swap through the dream 100 and see what’s happening.  And somehow this post pops up in my feed and I see it, I see Nic my buddy from 20+ years ago and I’m reading this thing and my heart sinks for him. Some of the things he says, “I hate posting things like this, but I felt like need to for a while. Being poor stinks. For those friends of mine who are ultra conservative and look down consciously or not, on people like me, I can honestly tell you that I’m not a lazy free loader who wants something for nothing. I’m not a deadbeat who wants Obama or whoever to blame now, to buy me a phone. I’m not a lowlife trying to get the government to pay for my liposuction. I’m not a druggie who eats steak and lobster for dinner with my food stamps. I’m a father of four, a husband, someone who lost everything financially, including our home when the time came to have your healthcare in place or to get fined, I went through the process. “Based on my family size and income, we were referred to the state to apply for those programs. We couldn’t get coverage for ourselves to the exchange in other places, we qualified for Medicaid. After the process was complete, the state worker suggested we try to get some other help, some food stamps.” It kind of goes on and on and on and he says, “In 2016 I made $25000. $25,000 plus our tax returns for the previous year. So a family of 6 living on $25,000 a year is being audited for receiving too much help, too much assistance.” And it kind of goes on and on and on with that. He says, “I’ve never abused drugs or alcohol, I’ve never even tried them. I’m just a guy trying to live the American dream and provide for his family. It’s unfortunate that we look down on those who are trying to better our lives, even if it leaves them from receiving help from assistance in place to help them. Look down on me if you want, I don’t care. I know the truth. My family is healthy and sheltered and that’s all that matters. I don’t wish these trials on anyone else…” and it kind of goes on from there. So I want to take you back to that moment, what was, talk about what you were experiencing and what you were going through during that time. Nic: I didn’t expect this. I’m a friendly giant, but I’m a big boob too. Back at that time, I had started what I thought was, I started my entrepreneurial journey. I was working in film full time, working 12, 14, 16 hour days making $200 a day, just killing myself for my family. Going through the process of, I’d lost my job because I wasn’t going to hit my sales, I was a financial advisor, and I wasn’t going to hit my sales numbers. So you know, my ticket was stamped. So I said okay, I’m going to do my own thing. And in the course of all that, it was time to get your health insurance and those things, and I went through the proper channels, like I felt like I should. And I was referred to the government for the programs, based on the numbers. And as a provider, a father, an athlete competitor, I felt like a failure. We’ve all, when you have to rely on somebody else , or somebody else tells you, “Hey, we don’t think you can do this on your own, come over here and we’ll take care of you.” That’s basically what I was told. So it was hard to accept that and to live with that reality. So we did, and I worked hard and it was a blessing really, to not have to worry about how much health care costs or have some of the things to supplement to feed our family and stuff. So it was great and it was wonderful. But then I got the email from the state saying, “Hey, you’re being audited. We’re just looking at things and we’re not sure. You’ve been getting too much help.” So at that point I’m just sitting there frustrated because I’m working my butt off, just trying to make things happen, become someone involved in the film community in Utah. And I was, and everyone knew me, and I had a reputation, but I still was a nobody in the eyes of the government. So I went to Facebook to whine, looking for what I wanted, which was a pat on the back, “There, there Nic, you’re doing…we know you’re a good dude and you’re working hard.” That kind of thing, and I did… Russell: I was reading the comments last night. “Oh you’re doing a good job man. Good luck.” Everyone like babying him about how tough life can be. Nic: So I got what I wanted, but it still didn’t change anything. I still had to submit my last two years of tax returns and all of the pay that I’d got and everything like that, so they could look at our case number, not Nic, Leisle, Cloe,Ewen, Alek, William. So it was just one of those things. I got what I wanted, then comes Russell to give me what I needed, which was…. Russell: I saw that and I’m like packing the kids bags and everything and I was like, “ah, do I say something?” I don’t want to be that guy like, “Hey, 20 years ago…” and I was like, ah, I kept feeling this. Finally I was like, “hey man, I know we haven’t talked in over 20 years…” This was on Facebook messenger, “we hadn’t talked in like 20 years. I saw your post today and it sucks. And I know what’s wrong, and I can help. But at the same time, I don’t want to be that guy and I don’t want to step on any toes. I know we haven’t talked in 20 years, I have no idea if this is even appropriate. But I know what’s wrong, I can help you. And no, this is not some cheesy MLM I’m trying to pitch you on. But if you’re interested in some coaching, I know what’s wrong.” And I kind of waited and then I started packing the bags again and stuff like that. I’m curious of your thoughts initially as you saw that. Nic: It’s funny because my phone was kind of blowing up with the comments. So I would hear the little ding and I would check. And then I saw that it was a message from Russell, and we had said like, “Hey, what’s up.” And had a few tiny little small talk conversations, but nothing in depth personal. So I saw that he sent a message, so I’m like, “Sweet.” So I look at it, and I was half expecting, because I knew he was successful, I didn’t know about Clickfunnels per se. I knew he had something going on that was awesome, but I didn’t know what it was. So I was wondering, “I wonder what he’s going to say, what he has to say about things?” But I read it and it was funny because when you said, “I don’t want to overstep my bounds. It’s been a long time, I don’t want to step on toes.” Kind of thing, Russell, we all know his athletic accolades and stuff. I was a great basketball player too, I was in the top 200 players in the country my senior year and stuff like that. So I’ve been coachable and played at high levels and been coached by high level guys. So when I read it and he said, “I know what’s wrong and I can help you.” I was just like, “Yes.” That was my reaction. I just did the little, um, fist pump, let’s do this. So I replied back and I thanked him for reaching out and stuff, and I just said, I think I even said, “I’m coachable. I will accept any guidance.” And things like that. Because up until that point in my life, especially in sports, if a coach showed me something, I would do it the way he did, and I would kick the other dude’s butt. I didn’t care. I played against guys who made millions of dollars in the NBA. I dunked, I posterized on Shawn Marion when he was at UNLV my freshman year of college. I started as a freshman in a division one school in college. So I would take, I’ve always been that kind of, I would get that guidance, that direction, I can put it to work. So I was just like, “Dude, Mr. Miyagi me.” I’m 8 days older than him, so I’m like, “young grasshopper, yes you can teach me.” That kind of thing. So I welcomed it and I was excited. I had no idea, because again I didn’t know what he did. I just knew he had a level of success that I didn’t have. And if he was willing to give me some ideas, I was going to hear him out for sure. Russell: It was fun, because then I messaged him back. I’m packing the car and Collette’s like, “We gotta go, we gotta go.” I was like, ah, so I get the thing out and I was like, “This is the deal. I’m driving to Bear Lake, it’s like a six hour drive. I’m going to give you an assignment and if you do it, then I’ll give you the next piece. But most people never do it, so if you don’t that’s cool and I’ll just know it’s not worth your time. But if it’s really worth your time, do this thing. I need you to go back and listen to my podcast from episode one and listen to as many episodes as possible, and if you do that I’ll make you a customized episode just for you telling you exactly what’s wrong and how to fix it. But you have to do that first. “And I’m not telling you this because I’m on some ego trip, but just trust me. The problem is not your skill set, you  have mad skills, you’re good at everything. It’s all a problem between your ears. If we can shift that, we can shift everything else.” Then I jumped in my car and took off and started driving for six hours. And then the next day, or a day later you’re like, “I’m 14 episodes in.” he was still listening to the crappy one’s, according to Steven Larsen. The Marketing In Your Car, he was probably thinking, “This is the worst thing I’ve ever heard, ever.” But he did it. I said do it, he did it. And he kept doing it and doing it, and so two days into my family vacation I had Norah, you guys all know Norah right. She’s the coolest. But she won’t go to bed at night, she’s a nightmare. Don’t let that cute face trick you, she’s evil. So I’m like, I can’t go to sleep, so finally I was like, I’m going to plug her in the car and drive around the lake until she falls asleep. So I plug her in the car, strap her in and I start driving. And I’m like, this could be a long, long thing. She’s just smiling back here. I was like ugh. I’m like you know what, I’m going to do my episode for Nic. So I got my phone out, I clicked record and for probably almost an hour, it was an hour. I’m driving around the lake and I explain to him what I see. Did anyone here listen to that episode? I’m curious. I’m going to map out really quick, the core concept. Because some of you guys may be stuck in this, and the goal of this, what I want to do is I want to map this out, and then what’s funny is last year at Bear Lake, so a year later we had this thing where I was like, we should do a second round where I do a year later, this is the advice now. And I wrote a whole outline for it and I totally never did it. So I’m going to go through that outline now, and kind of show him the next phase. So you cool if I show kind of what I talked about? Nic: For sure. Russell: Alright, so those who missed the podcast episode, who haven’t been binge listening, you’ve all failed the test, now you must go back to episode number one, listen to the cheesy jingle and get to episode, I don’t know what it was. Okay, I’ve said this before, if you look at any business, any organization, there’s three core people. The first one is the person at the top who is the entrepreneur. The cool thing about the entrepreneur is the entrepreneur is the person who makes the most amount of money. They’re the head and they get the most amount of money. The problem with the entrepreneur is they also have the most risk, so they’re most likely to lose everything. I’ve lost everything multiple times because I’m the guy risking everything. But the nice thing is entrepreneurs that write their own paychecks, there’s no ceilings. So they can make as much as they want. They can make a million, ten million, a hundred million, they can do whatever they want because there’s no ceiling. So that’s the first personality type. The second personality type over here is what we call the technicians. The technicians are the people who actually do the work. And what’s funny, if you look at this, people who go to college are the technicians. What do they do, they look down on entrepreneurs, they look down on sales people. “Oh you’re in sales. What are you a doctor?” For crying out loud in the night. But they look down on people like us. Because “I’m a doctor. I went to 45 years of school.” What’s interesting, there’s technicians in all sorts of different spots right. I actually feel bad, I shouldn’t say this out loud, but at the airport here I saw one of my friends who is an amazing doctor and him and his wife were leaving on a trip and we were talking and he said, “This is the first trip my wife and I have been on in 25 years, together by ourselves.” I’m like, “What?” and he’s like, ‘Well, we had medical school and then we had kids and then we had to pay off medical school and all these things. Now the kids are gone and now we finally have a chance to leave.” I was like, wow. Our whole lives we’ve heard that medical school, becoming a doctor is the…..anyway that’s a rant for another day. But I was like, there’s technicians. And what’s interesting about technicians, they don’t have any risk. So there’s no risk whatsoever, but they do have, there’s a price ceiling on every single person that’s a technician, right. And depending on what job you have your price ceiling is different. So doctors, the price ceiling is, I have no idea what doctor’s make, $500 grand a year is like the price ceiling, that’s amazing but they can’t go above that. And different tasks, different roles, different position all have different price ceilings. But there’s like, this role as a technician makes this much, and this one makes this much and you’re all kind of these things. I said the problem with you right now, you have these amazing skill sets, but you are stuck as a technician in a role where they’re capping you out, where the only thing you can make is $25k a year. Remember I asked you, “What have you been doing?” and you’re like, “Oh, I’ve been networking, I’ve been learning, I’ve been getting my skills up, getting amazing.” I’m like, “That’s amazing, you’re skills are awesome, but your ceiling is $25k a year. No matter how good you get you are stuck because you’re in a technician role right now.” I said, “you’ve got a couple of options. One is go become an entrepreneur, which is scary because you’ve got four kids at home and you don’t have money anyway.” I am so eternally grateful that when I started this game, my wife, first off, we didn’t have kids yet, my wife was working, we didn’t have any money but I didn’t have to have any money at that time, and I’m so grateful I was able to sometimes, I was able to risk things that nowadays is hard. For you to come jump out on your own initially and just be like, “Boom, I’m an entrepreneur and I’m selling this stuff.” That’s scary right, because you’ve got all this risk. So I was like, that’s the thing, but it’s going to be really, really hard. I said, “there’s good news, there’s one more spot in this ecosystem. And the cool thing about that spot it’s that it’s just like the entrepreneur, there’s no ceiling, now the third spot over here is what we call the rainmakers. The rainmakers are the people who come into a business and they know how to make it rain. This is the people who know how to bring people into a company. Leads, they bring leads in. They know all this traffic stuff they’re talking about. These are the people who know how to sell to leads and actually get money out of peoples wallets and put it into the hands of the entrepreneurs. These people right here, the rainmakers don’t  have ceilings. In fact, companies who give the rainmaker the ceiling are the stupidest people in the world, because the rainmaker will hit the ceiling and then they’ll stop. If you’re smart and you have a company, and you have rainmakers, people driving traffic, people doing sales, if you have a ceiling they will hit and they will stop. If you get rid of the ceiling and then all the sudden they have as much as they want, they have less risk than the entrepreneur, but they have the ability to make unlimited amount of money. I said, “Your skill set over here as a technician is worth 25k a year, but if you take your skill set and shift it over here and say, “I come into a company and I’m a rainmaker. I create videos, I create stories, they’ll sell more products, more things.” Suddenly you’re not worth 25,000, now you’re worth $100,000, you’re worth $500,000. You’re worth whatever you’re able to do, because there’s no ceiling anymore. And that was the point of the podcast. I got done sending it, then I sent it to him and I sent it to my brother to edit it. And I have no idea what you thought about it at that point, because we didn’t talk for a while after that. But I’m curious where you went from there. Nic: So the first thing, you know, being told I was really only worth $25,000 in the eyes of the people who were hiring me, that was a punch in the gut. That sucked to hear. Thanks man. It was just like, I literally was working 12, 14, 16 hour days, lifting heavy stuff, I did a lot with lighting and camera work, not necessarily the story writing stuff, but you know, for him to put it so perfectly, that I was a technician. I thought going in, when I failed as an advisor and I started my own company, or started doing videos for people, and being so scared to charge somebody $250 for a video, being like, “they’re going to say no.” That kind of thing, and now I wouldn’t blink my eyes for that. But you know, it’s one of those things for him to tell it to me that way, just straight forward being like, “You are, you’re learning great skills and you’re meeting amazing people.” I worked with Oscar winners and Emmy winners and stuff in the movies and shows that I worked on, but again, I was only worth that much, they had a finite amount of money, and I was a small part of it, so I got a small piece. So listening to all of that, and then hearing the entrepreneur, the risk and stuff. I’m really tall, I’m 6’9” if you didn’t know. I’m a sink or swim guy, but because I’m tall I can reach the bottom of the pool a lot easier. When I jumped in, we had lost, as a financial advisor we had lost our home and we lost all these things. So I was like, I have nothing left to lose. Worst case scenario, and I had never heard that mindset before. We were renting a basement from a family members, our cars were paid off. Worst case scenario is we stayed there and get food stamps and that kind of thing. There was nowhere to go but up from there. So for me, I was just so excited. I’m like, I want to be a rainmaker, I want to be an entrepreneur, but I didn’t know where to find the people that I could do that for. So I was in this thing where I was still getting lots of calls to work as a technician, but I didn’t want to do that anymore. I didn’t want to put myself, my body, my family through me being gone and then when I’m home I’m just a bump on a log because I’m so wiped out, all that kind of stuff. So that was my biggest first thing, the action point for me. I started thinking, okay how do I transition out of this? How do I get myself out and start meeting the right people, the right kinds of clients who do have budgets and things like that, and how do I make it rain for them. That’s when I made that shift from working as a technician. I told myself I’m not going to do it anymore. The last time I technically worked as a technician was about 9 months ago. It was for a friend. So I made that shift and it was just amazing. Like Russell was talking about earlier, when you start to track it or when it’s part of your mindset, things start to show up and happen. You meet the right people and stuff. So those things just started, just by listening to that one hour long thing, I started changing and then the black box I got, Expert Secrets and Dotcom Secrets and started going through that as well. And it was just like, you see in the Funnel Hacker TV, that moment where the guy goes, “RAAAAA” that’s what happened with me. It was like a whole new world, Aladdin was singing. He was Aladdin and I was Jasmine, with a beard. Russell: I can show you the world. Nic: Exactly. But that’s what really, literally happened with me. Russell: That’s cool. Alright this is like summertime, he’s going through this process now, figuring things, changing things, shifting things, he’s changing his mindset. We go through the summer, we go through Christmas and then last year’s Funnel Hacking Live, were we in February or March last year? March, and so before Funnel Hacking Live we kind of just touched base every once in a while, seeing how things are going. He’s like, “Things are going good. I’m figuring things out.”  And then Funnel Hacking Live was coming, and I remember because we’re sitting there, and I think he messaged me or something, “Funnel Hacking looks awesome I wish I could make it.” I was like, “Why don’t you come?” And you’re like, “I just can’t make it yet.” I was like, “How about this man, I guarantee you if you show up it’ll change your life forever. I’m not going to pay for your flights or your hotel, but if you can figure out how to get there, I’ll give you a free ticket.” And that’s I said, “if you can come let Melanie know, and that’s it.” And I didn’t really know much, because you guys know in the middle of Funnel Hacking Live my life is chaos trying to figure out and how to juggle and all that stuff. So the next thing I know at Funnel Hacking Live, we’re sitting there and during the session I’m looking out and I see Nic standing there in the audience. And I was like, ‘I have no idea how he got there, but he’s there. Freaking good for him.” And I have no idea, how did you get there? That wasn’t probably an easy process for you was it? Nic: No. Credit cards. It was one of those things, I looked at flights. As soon as we had that conversation, it was funny because I was, I can’t remember what was going on, but it was a day or two before I responded back to his invitation. And I was like, I’d be stupid to say no. I have no idea how I’m going to get there. I think I even said, “I’ll hitch hike if I have to, to get there.” Can you imagine this giant sasquatch on route 66 trying to get to Florida. But I told my wife about it, and this is where Russell might have this in common. My wife is incredible and super supportive and she let me go. And we didn’t have the money in the bank so I said, “I’m going to put this on the credit card, and as soon as I get back I’m going to go to work and I’ll pay it off. I’ll get a couple clients and it will be fine.” So I booked the hotel, luckily I was able to get somebody who wasn’t able to go at the last minute and I got their hotel room, and I got the lfight and I came in and I was in the tornado warnings, like circling the airport for 5 hours, like the rest of you were. So I got there and I just remember I was just so excited. Walking in the room the very first day, the doors open and you all know what it’s like. I don’t have to relive this story. I remember I walked in and the hair on my arms, it was just like {whistling}. It was incredible, just the energy and the feeling. And I was like, t his is so cool. And then the very first speech, I was like that was worth every penny to get here. If I left right now it would have all been worth it. And you all know because you’re sitting here, you’ve felt that too. So that was my, getting there was like, “Honey, I know we don’t have the money, we have space on the credit card, and when I get home I swear I will work hard and it will be okay.” And she’s like, “Okay, go.” So I did. Russell: So now I want to talk about, not day one, or day two, but on day three at Funnel Hacking Live. How many of you guys remember what happened on day three? Russell sneak attacked all you guys. I was like, if I start going “Secret one, Secret two, Secret three” you guys will be like, “Here it is.” Sitting back. I was like, how do I do the Perfect webinar without people knowing it’s the perfect webinar? And I’m figuring this whole thing out, trying to figure that out. And we built a nice presentation, create an amazing offer for this program you guys are all in. And as you know, all you guys got excited and ran to the back to sign up and now you’re here. But you told me this personally, I hope you’re willing to share. But I thought it was amazing because you didn’t sign up that night. And I would love to hear what happened from then to the next day, and kind of go through that process. Nic: So this is my first Clickfunnels, I was all new to this whole thing. I was so excited when the 12 month millionaire presentation came up and I was like, “This is awesome.” Then I see it in the stack and I’m like, “I’m seeing the wizard,  I can see the wizard doing his thing.” And I was just so excited, and then the price. And it was a punch in a gut to me, because I was so, listening to it I was like, ‘This is what I need. This is what I want, this is what I need. It’s going to be amazing.” And then the price came and seriously, the rest of the night I was just like…. The rest of the presentation and everything after that I was just kind of zoned out. I just didn’t know what to do. Because I knew I needed it so badly and I’m like, that’s almost twice what we’re paying in rent right now. You know, it was just like, how am I going to justify this when I’m on food stamps and Medicaid and all this kind of stuff. You know, “yes, I’m on that but I dropped this money on a coaching program.” Russell: “From this internet coach.” Nic: Right. And so I’m having this mental battle and get back home to my room that night and I didn’t go hang out with people. I just was not feeling it. And I remember texting my wife on the walk back to the room. And I took the long way around the pond, just slowly depressedly meandering back to my room. And I’m texting her and I’m telling her how amazing it was and what the program would do and all that kind of stuff, and she’s like, “That sounds great.” And I’m purposely not saying how much it’s going to cost, just to get her excited about it, so I can maybe do a stack with her right. “For this and this….” See if I could try it. I didn’t, I failed when it came to doing that. I told her the price and she’s like, “That’s a lot of money. How are you going to pay for it.” And I’m like, “I don’t know.” And I’m like, “The only thing I can do, because I have to sign up while I’m here, and pay for it while I’m here. I can put it on the credit card and then we will figure it out.” So we talked a lot and I talked to my dad and it was the same thing. He was like, “Man, that’s a lot.” Just the scarcity mindset that a lot of us have with our family members and support system who aren’t, don’t think, who aren’t the crazy ones. So I went to bed and I got emotional, and I slept so so bad. Just didn’t sleep well that whole night. And again, I talked to my wife again the next morning, and I just, we just said, “It would be awesome. But I can’t do it, so I’m just going to work hard and figure something out and then if it ever opens up again, then I’ll be in a position to do it.” So I left my room that morning with that in my mind. I made the mistake of keeping my wallet in my pocket though, because I’m here. I again made the long walk back and kind of gave myself a pep talk like, “Don’t worry about that kind of stuff. Just more value out of it, meet more people.” So that’s when I left my room that morning, that’s where my mind was. Russell: What happened next? Nic: I walked into the room and Kevin Hansen, who I had, it’s funny, he does a lot of editing for Clickfunnels, and he and I had actually met independent of Clickfunnels before. It was one of those things like, “Oh you do, oh my gosh.” and it was like 2 months after we’d met. So I was talking to him, just chitchatting, and I just had right then in my mind, it was like, “Walk over to the table and sign up. If you don’t do it now, you’re never going to do it.” And it was just one of those things, because I’d given myself that speech, that whole five minute walk across the property. So I finished up talking with him and I just said, “I’ll be right back.” And I walked straight over to the table, got out the credit card, wrote it all down, and I’m like, I don’t even know what my limit is, so I hope whenever they run this that it goes through. I don’t know what’s going to happen. So I did and I got that little silver ribbon that we all got. And again, {whistling} chills. Like I was like, holy crap, this is amazing. I put it on my little lanyard thing and I was just like, I couldn’t believe it. The adrenaline and all that stuff of, “I’m doing it. And my wife is going to kill me when I get back home.” So that’s, then I went and got my seat and I was just floating, you know. I was so amped, I could have “Steven Larsened” it and screamed over the noise of everybody else and it would have been very, you would have heard it. So that’s what I did that morning. I was like, ‘Not going to do it, not going to do it, not going to do it.” I walked in, 60 seconds done. You have my money. Russell: So I’m curious, when did you tell your wife? This is like a marriage counseling session, huh? Nic: yeah, do you have a couch I can lay down on? Russell: A big couch. Nic: yeah, really. So I got home and I didn’t tell her, at all. I didn’t. I said, the clock is ticking. I have 30 days until that hits, or 20 days until the credit card statement comes and she’s like, “Wait, why is there an extra $2000 bucks on here?” So I just, I said, I’ve got some time because my wife, she’s 5’3”, she’s dainty, little petite lady, but she’s not scary I guess. But this is the first time I was really scared to tell her something in our marriage. So I just said, I’m just going to hit the road hard and see what I can come up with to cover at least the $1800 and the hotel, for what I racked up at Funnel Hacking Live, and then that will get me another 30 days to figure something out. So I went and I never told her until the credit card statement came and she saw it. She’s like, “What’s this?” But what happened before that, I don’t know, do you have something after that or do you want me to go to the next part? Okay, so me going to work and being like, “I gotta find it.” and it’s funny that night at Funnel Hacking Live, I went on Facebook and I created some half thought through offer where it was like, “Hey if I can get like 5 people locally where I’m at to do a monthly low number where I create a couple of videos for a monthly retainer, that will cover it and I can figure it. But nobody nibbled on it. So I got home and I started just trying to figure stuff out. And I had met another lady who had a company and she uses Clickfunnels for her course. And it was funny, I talked to her before I went to Funnel Hacking Live, and we were talking and she was like, “Do you know Clickfunnels?” And I was like, “That’s so crazy. I do.” Because I’d never met anybody else that had. So I got home and I shot a little video with her, it was a test to do some modules for her course and she loved it and it was great. So we were talking about, she had like 20 videos she wanted to do and we were talking about budget, and I just said, “you know what, for that much, for that many videos and all this kind of stuff, it’s going to be $25,000.” And she didn’t even blink. She’s like, “Perfect, that’s great.” Thank you, you guys. You’re going to make me cry. Thank you.  And that was like maybe two weeks after I got home that that happened. And I left her house and I tried my hardest not to do a jump heel click going down her driveway, out to my car, and I got around the corner and I messaged Russell like, “dude, you’ll never guess. I just closed my first 5 figure deal and this is what it was…” and he was like, “That’s so cool.” You know. But it was the whole plata o plomo thing, I would never have the guts to ask for something like that, I know that I should and that my skills and what I can do are worth that and more, and it’s been proven to me again and again since then, but to ask the first time, that first time you have a big ask and you’re just throwing yourself out there, and if she would have said no…Now what am I going to do? Because I had actually done another pitch where I did like a webinar pitch where I  had a stack and slides and stuff because it was for a Chamber of Commerce, and I wanted to charge them 2500 a month to do like 4 videos a year. And I did the whole thing like, “If you do it, it’s $2500 a month, or if you do it all right now it’s this…” that whole you know, and they passed on it. I was like, ugh. So it was just one of those things where being around y’all, that was my first experience being around entrepreneurs, really. I have friends who have had businesses, but I felt weird for wanting to create my own thing or being selfish because I have four kids. Like why don’t you go get a real job? All those conversations that you hear and have with yourself, especially when things aren’t going great. But it was like okay, I have to get it done or I have to drop out. And I just, even in that short amount of time I received so much value from the people I was beginning to meet, and then as the content started coming out I was like, “There’s no way I could live without this after having a taste of it.” So that was my, I had to get it done and it worked out. Russell: Amazing, I love that story. So coo. Alright, so since then, how many of you guys have watched his….are you daily or almost daily Facebook Lives? Nic: Pretty much, almost daily. I’ll miss some… Russell: How many of you guys have watched his daily Facebook lives, he’s doing what we’re saying right. He’s doing it. He’s doing it. I see it, I see it coming in my feed. It pops in my feed over and over. He’s doing what we’re talking about. He’s attracting people, he’s telling stories. All the stuff we’re talking about, he’s been doing it. But part of it, he had to have that emotion, that plata o plomo moment and then he hit it and it’s just like, he’s been running and running and running and running. And it’s been so insanely fun to watch the progress and the growth. Some of you guys know he put out an event that’s coming up this weekend and sold out in 5 seconds. He’s like, “I sold out, should I make it bigger?” and I’m like, “No people should have responded to you faster, it’s their fault. Sell it out because next time it will be easier to sell it out again and easier to sell out again.” But he did it by giving tons of value. Telling stories, telling stories, telling stories, providing more value to you guys, to other entrepreneurs, other people in the community and people are noticing. All the stuff we talked about today, he’s doing it. Consistently, consistently, consistently doing it. That was so cool. I don’t even know where to go from here. Alright I know where to go from here. Before I move into this, was it scary? Nic: All of it scary? Well, this is what, back to my competitive days, I don’t care who, I’d played against the best players in the country at high levels. And I didn’t care if you were going to the NBA, being recruited by Duke, once we got into the lines I didn’t care who you were, I was going to make you look silly. I would hold, you wouldn’t score a point on me, or I would just like out work you and if you wanted to get anywhere I was in your face the whole time. And so this was a whole different game for me. I remember Myron talking about in his speech at Funnel Hacking Live, you have to stay in the game long enough to learn the game, and I was new to this game. Like brand new, less than 12 months when I went to Funnel Hacking Live. And it was terrifying because, not necessarily because I didn’t think I could do it, I was just worried when, how long it would take. Like am I going to go and just spin my wheels and it’s going to be 15 years, 2099 and I’m wheeling up across to get my reward from him in his wheelchair, just like, “Hey buddy.” You know, that kind of thing. I just didn’t know how to make it happen quick. That kind of stuff. So I was definitely scared, not necessarily of failing, because I had failed before, I was just scared how long it was going to take. Russell: one of the best moments for me was this summer, him and his family were driving home from, I can’t remember where, they were driving through Boise, and he’s like, “Can we swing by and say hi? My kids want to meet you, my wife wants to meet you.” That’s always scary when you haven’t met someone’s wife or kids and you’re like, what if they hate me. And I remember I started thinking, oh my gosh. He spent all his money coming out here, and then he bought the thing, she might legitimately want to kill me. I have no idea. I was a little bit nervous. And I came and met them and the kids, it was super cool. I remember the coolest thing, your wife just looked at me and she said, “Thank you.” And I was like, how cool is that? Just the coolest thing. Thank you for convincing, persuading, whatever the things are to do this thing. I think sometimes as entrepreneurs we feel the guilt or the nervousness of, “Should I sell somebody something? Is it right, is it wrong?” You have to understand when you’re doing it, it’s not a selfish thing for you. It’s like, how do I get this person to take the action they need to do. Because most people won’t do it until they make an investment. It’s just human nature. They’ll keep dinking around and dinking around, whatever it is until they have a commitment, until they make that covenant, like Myron talked about earlier, people don’t change. So in any aspect of life, you want someone to make a change, there’s got to be something that causes enough pain to cause the change, which is why we have the program. We could have priced the program really, really cheap but I was like, “No we won’t.” We legitimately wanted to make a plata o plomo moment for everybody. You’ll notice, when the program signup, not everybody who signed up is here today. Some people fell away, some of them left, things happen and I totally understand, but I wanted to make it painful enough that we get people to move. And there are people in this room, I’ve joked about, Nic probably shouldn’t have bought that. If he would have asked I would’ve been like, “No dude, don’t. What are you thinking? Why would you do that?” as a friend this is weird, but I’m so grateful. Are you grateful you did? Nic: Absolutely. Russell: Where’s Marie Larsen, is she still in here? I talked about this in the podcast. She was in the same situation, she should not have signed up for it, it’s insane. I saw this text she sent Steven, she’s like, how much did you have in your bank account when you signed up for it? $70 in the bank account, $1800 a month bill she signed up for. And then it started happening and she was freaking out how it’s going, if you guys haven’t listened to the podcast, Lean In, yet I told the whole story. But it got nervous month one, then month two happened and she’s like, “Oh my gosh, I need to leave. I can’t afford this.” And she’s talking with Steven and Steven’s like, “Well, you could leave and walk away, or you could lean in.” so she decided, “Okay, I’m going to lean in.” So she leaned in, and I’ve watched as her business over the last 3, 4, 5, 6 months is growing and it’s growing and it’s growing because she leaned in. Tough times will come, every single time it comes, but those who lean in are the ones who make it through that, and who grow and who build huge businesses.

Something my wife and I have been testing that has changed our relationship, and will change yours too. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey everybody, this is Russell. Welcome back to the Marketing Secrets podcast. I got a really cool hack for your language. It's going to change your entire life. All right. So this one's simple. This is probably four years or five years ago, back in the very beginning of my podcasting days, back before Marketing Secrets, back when it was the Marketing in Your Car podcast, for my OGs. You guys remember that? I shared something that I was doing with my kids that was really fun. And I talked about how, when you meet most people, when you go to the grocery store or something like that, "Hey, how's it going?" They're like "Good." Or you see someone at the airport, "Hey, how's it going?" "Good." You start traveling, "How are you doing today?" "Good." Everybody's like, "Good, good." And good is boring. Good is the enemy to great, right? And so I started teaching my kids. I was like, "Hey, when somebody asks you, 'How are you doing?' Instead of saying 'Good,' say, 'I'm awesome.'" I think just try that. So my kids started doing it, I started doing it. I remember, I had to be at the airport at six in the morning, and the cashier when you're buying your gum and your water's like, "How are you doing today?" Because they have to ask that. Ad you're like, "Doing awesome." And they're like, "Oh, I wasn't expecting that." And it just shifts the person you're talking to every single time. It was like so simple, so dumb, but for the last four or five years, and I'm not perfect at this, but I always try. When someone asks how I'm doing, I never say "Good." All right? Instead I say, "I'm doing awesome." And it just kind of catches them. Even if I'm not doing good. I'm like, "Oh, I'm doing awesome." And then they're like, "Oh." and it shifts them. And it shifts you. So that's a little language hack. Right? So there's little things like that, that I'm always looking for, that are super dumb and super easy. And I found one the other day. Someone posted on Instagram, I'm not sure who it was. I think it was Lisa Bilyeu, but I'm not positive. So I'm going to give her credit, but it may not have been. But what she said, I think, or whoever it was, I think it's her. But the person who said it said, "Next time, instead of saying, 'I'm sorry,' shift it to, 'Thank you.'" And I was like, what? And then she gave an example. She said, for example, let's say you're running late and you run out to the car. Instead of saying, "Oh, I'm so sorry. I'm late," instead say, "Hey, thank you so much for waiting for me." Little shift. Now I want to show you how huge this actually is. Okay? When you say, "Oh, I'm so sorry. I'm so sorry." What does that do to you? It brings guilt upon you, then the person feels badly. "Oh, don't feel guilty. No, it's totally fine, la la la." And it shifts this whole conversation, where everything's based on guilt and remorse and feeling bad about something. And it just ruins the whole thing. Where you shift it to say, "Oh my gosh, thank you so much for waiting for me," suddenly the person's like, "Oh, you're welcome." And you just gave gratitude to that person. That person received gratitude. Like, "Oh, no worries. It's totally cool." And all of a sudden, it shifts the entire dynamic, the feeling, the energy, everything shifts after that. Now this has been a fun one for me because my amazing wife who I love so much, she definitely... Guilt drives her a lot of times. And so she says, "I'm sorry," everything, over and over and over again. And so I've been playing this with her just to see what happens. And so she had to leave for a couple of days and I had to run the kids and everything, and it was crazy, hectic, and stressful, and hard. But as her husband and as the man, I'm like owning it. Right? I'm doing it. I'm doing all the things. I'm doing the hard work. And I'm feeling really, really good about it. And she called me, she was like, "Oh, I'm so sorry that you're doing all this." And I'm like, "Don't feel sorry. I don't want you to feel sorry for me. I'm freaking stepping up. I'm your man. I want you to be thankful for this." And so I told her, I said, "Hey, instead of saying, sorry, say thank you." That makes me feel better about it. I don't want to feel like, man, like I'm this stranger. Like she feels sorry, and now there's guilt. She feels guilty, then I feel guilty that she feels guilty. It just ruins the whole experience, versus her saying, "Thank you." And so for the last week and a half, two weeks, she's been doing this. Instead of every time she's slips and catches yourself like, "Oh, I'm so sorry. Oh wait, thank you so much for doing that for me. Oh, thank you for taking care of the kids. Thank you for stepping up. Thank you for staying late. Thank you for coming home early. Thank you for..." And just shifting it from "I'm sorry," to "Thank you." And I cannot tell you the shift in my energy and her energy and the experience together. It is night and day. For me, as the receiver of that, has been amazing. And so I want to share that little hack with you because I promise you, for some of you guys, this will change your life. This will change your relationships. Don't say, "I'm sorry," anymore. Unless you do something stupid, go say sorry. You should be apologizing, but for every situation that's like, you're late, you're on time, someone's doing a favor for you, whatever. Shift it from "I'm sorry," to "Thank you." And that little tiny shift, as little as it seems, it changes the energy of the moment, changes the person's attitude, changes your attitude, makes them feel gratitude, it makes you feel gratitude. It makes them feel gratitude and everything good will come from that. And so, anyway, I wanted to share it with you guys today because it's exciting for me. And hopefully it'll be an exciting tool for you as well. So that said, you got two tools now. Number one, "How are you doing today?" "Doing awesome." Number two, "Oh, thank you so much for waiting for me. I appreciate that." Those two little shifts will change everything. All right. Have fun with them. Try it out. Let me know how it goes. I appreciate you all. Thank you guys for listening. Did you notice that? I said, "Thank you." If I had said, "I'm so sorry I wasted your time today. I'm so sorry that you had to take four minutes to listen to this today." It would have been different, right? So thank you. Thank you for listening. I appreciate you taking the time today. Hopefully gave you value. You guys give me value by listening and I'm grateful for that. Anyway, that said, appreciate you guys. Hope you enjoy this episode and we'll talk to you guys all soon. All right. Bye, everybody.

Apply to join the Brighter Together Mastermind and get all the details by clicking here.  >>> http://wearebrightertogether.com Have questions about it? Contact Jamie directly on Instagram @JamieBrightAdventures Sign up for podcast  email reminders here  >>> http://brightentrepreneurpodcast.com/email Transcript: Hey friend today instead of our regular podcast opener, I thought I'd play a little guitar for you. I'm out of practice, but why not? Right. just kidding. Not going to do that. I don't know why I thought that would be a fun opening, but here I am. Let me put my guitar away. Oh, my gosh, I'm sitting in my closet recording. Cause the sound is better here. And my guitar happened to be here and I haven't picked it up in ages. So I thought I would. But today, what I really want to talk to you about is the intention behind what you're doing. Why are you growing your business? And I want to talk about why it's so important to answer that question and what got me thinking about it in the first place. So it's going to be an awesome episode and I cannot wait to share with you

Apply to join the Brighter Together Mastermind and get all the details by clicking here.  >>> http://wearebrightertogether.com Have questions about it? Contact Jamie directly on Instagram @JamieBrightAdventures Sign up for podcast  email reminders here  >>> http://brightentrepreneurpodcast.com/email Transcript: Hey friend today instead of our regular podcast opener, I thought I'd play a little guitar for you. I'm out of practice, but why not? Right. just kidding. Not going to do that. I don't know why I thought that would be a fun opening, but here I am. Let me put my guitar away. Oh, my gosh, I'm sitting in my closet recording. Cause the sound is better here. And my guitar happened to be here and I haven't picked it up in ages. So I thought I would. But today, what I really want to talk to you about is the intention behind what you're doing. Why are you growing your business? And I want to talk about why it's so important to answer that question and what got me thinking about it in the first place. So it's going to be an awesome episode and I cannot wait to share with you

This is my new favorite software for creating products, order form bumps, upsells, and more. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey, what's up everybody? This is Russell Brunson, I welcome you first off to the Marketing Secrets podcast. I'm excited to be hanging out with you guys and I'm thinking about doing some upgrades to this podcast. Which makes me sad, because part of me loves the way it is now, but part of me keeps thinking like, "What could we do to make it amazing?" Anyway, keep paying attention, because there's probably some cool stuff coming really soon. But Today I want to talk about something that is really cool, that is here today that I am freaking out about. And yeah, it's by far my favorite new tool that I've been using. Yeah, so you excited to hear about it? It's going to change everything for you. All right, so, I got to tell you guys a story. I remember... So, my first mentor in this business, his name is Mark Joyner. And I remember, if you don't know, it's Click Funnels and we had it live for, I don't know, maybe two years or something. We actually had Mark fly out and I got to build the funnel for him and it was really, really cool. I remember we were sitting there and I'm building his funnel and having so much fun, and he says something to me. He's like, "Man, I've never seen somebody who's really that excited about their own product." I was like, "Oh yeah, I'm obsessed with ClickFunnels. I'm here every day for hours and hours and hours every single day." Oh, I wish ClickFunnels would log time, like how many hours you spend in there. Because I guarantee, I think I spent more time inside of ClickFunnels than any other human on this planet because I love it. And how cool is it to be able to create a product and use a product you love so much, you use it literally every single day? There's not many people that can say that. In fact, I guarantee you that none of my competitors, the founders of the company, used their own product a fraction of what I use our own product because I use it every single day. Every day we're launching new funnels, we're testing new things, we're checking our stats and our ads and we're making split tests and tweaks. I'm obsessed with it, as you guys know. But it's been a long time since something like ClickFunnels has come out that I've been excited for, and it's actually interesting the backstory behind this. When we first launched ClickFunnels, there were three partners. The first it was me and Todd Dickerson, and then we brought in a third co-founder, some of you guys know him, his name is Dylan Jones. And Dylan was the one who built the original ClickFunnels editor. He was part of the team for a couple of years, and then eventually we ended up buying him out and he's been off on his own, having the time of his life for the last couple of years. Recently, he started just playing around with some new ideas and he wanted to get back to coding and creating and stuff like that. He messaged me a little while ago. He was like, "Hey, I have this new tool that I created. I want you to check it out." I'll give you the tool upfront and I'll talk about what it does. It's called one-pager. So it's onepager.io. So www.onepager.io, if you want to see what it is. But it's this really cool editor that makes these one-pagers. They're called one-pagers, right? At first, I was like, "Okay, I don't get it." He's like, "No, it's really cool. You can use it for making lead magnets or creating process flows or everything." I still didn't get it at first, right? I was kind of struggling. Then he demoed himself using it. It's so cool. He opened up this grid and then you drag the grid and you create a little blocking. Oh, what you want in this block? You want text or video or a headline or a checklist or whatever, and then you drag another block and really quickly, in like five seconds, I watched him build out a SWAT analysis one-pager and then he did another one. I was like, "Oh my gosh, this is cool." I'm like, "Let's do a one-pager for a concept inside my books." He's like, "Well, give me a concept.", so I'm like, "Okay, here's my storytelling framework." He looked at my storytelling framework and within five minutes he built a one-pager for it. That was insane. We're like, "Literally I could use it as a lead magnet", I said, "Hey, give me your email address and I will give you this one-pager, which is going to teach you my story framework" or I could sell them and give you the episodes and be like, "Hey, you bought my book, if you want here's my six one-pagers for me showing you all the processes of the book, section 97 bucks." I created an upsell for it in a heartbeat. In a few minutes, I created an upsell that fast from my book, or I can make an order form bumps or I can make... Oh, there's so many things. And I became mildly obsessed. I say mildly obsessed because I know to this day, there's nobody who spent more time inside of one-pager than me. I have built out now... I found out about it right before we launched the five day lead challenge, somebody has asked us to do the five day lead challenge. And in that challenge, I was teaching people to make lead magnets. I'm like, "Okay, everyone use one-pager." In fact, I got Dylan to go and create it so that everyone could create their first one-pager for free. So I was like create a one-pager and use that as a lead magnet. So in the five day lead challenge, we taught... I think we had 45,000 people registered for that, I taught them all like, "Hey, here's how to make a one-pager, go use that. Now you have a lead magnet you can go give away." And so I had everyone go create a one-pager lead magnet. And then we did the one funnel away challenge. I structured it where every single day I taught a principle, but I made a one-pager out of that principle. And every day they learn a principle from me. And then they get a one-pager with all the stuff in it, right? And the day two, day three... So I built 30 one-pagers for the one funnel away challenge. I did five one-pagers for the five day lead challenge. And now it's like every thought I've ever had, every concept, everything, every framework I've built, every principle, every everything I've ever created or dreamt of I'm turning into one-pager. That's how obsessed I am because it's taking these things, these concepts and it turns them tangible. It's hard to explain what a one-pager is until you actually see one. But it takes something and it makes it tangible, where it's like, "Oh, now this framework, this abstract concept you shared with me, now I can actually see it, I can touch it. It's a thing that I can actually... It's a one-pager." Ah, it's so insanely cool. And I'm excited because I literally have been using this tool every single day. And as I looked over the last literally 45 days, there's two products I've used every day. And that's Monday through Monday, seven days a week and that's ClickFunnels and it's one-pager. And I have to... In full disclosure, I got so obsessed with one-pager I asked Dylan if I could buy into it, become a partner and so now I am. So, yes, I do have ulterior motives to tell you about it. But the reality is these are the only two products that I use every single day, every single day in my business. That's it. Like, there's other ones I use every once in a while, I log into my odd responders, I log into my analytics. But the two things I use every single day are ClickFunnels and one-pager. And that's pretty cool. How cool is it to create products that you use every single day? Not just like, "Oh, this is a good idea. You can use it once." Like, every single day. Every day I'm in one-pager and now I'm going through everything I've ever taught. All my books, all my speeches at Funnel Hacking Live, all my projects that got partially done but not finished, I'm turning them all into one-pagers. One-pager after one-pager, I'm building lead bags, I'm building order form bumps, I'm building courses, I'm building everything with this amazing new tool called one-pagers. So, anyway, if you're not staying on one-pager right now, you don't have a poll. You should pull over the car, pause the thing, go to onepager.io. And what's cool about it is you create a one-pager and you can give it to somebody, right? So I give it to you and you can go take it and you plug it into a one-pager account and you give a free one page account. Because it stores all the one-pages people are giving you, right? So you can have all the content, the curriculum, the things you're learning, and they're all stored in your one-pager account, which is cool. And then had Dylan set up so the very first one-pager, you get one for free. So you got one, you can give away for free. You can make a lead magnet, doesn't cost you anything. Then obviously upgrade, you can create unlimited and it's insanely cheap, the software. We're going to be raising the price soon. But right now it's really, really cheap. And then you can start creating these things. And Dylan is in full out creation mode. He's adding all sorts of new things to it. He's adding new elements, just new stuff. That's amazing inside of it. He's working on membership modules and things like that, where you could have password protected one-pagers and you have all... Anyway, once they get unlocked, when somebody buys from you. And the future is really, really cool, but literally the product's been live to the world for 45 days now and I've used it every one of those days. And so, anyway, it's not that often I get excited about a tool. In fact, I have not been... I told Dylan this, before we became partners and before I bought into the company I said, "This is the most excited I have been to buy software, it's ClickFunnels. That's it." And he got pumped and I got pumped and now it's part of my daily routine. I'm in one-pager every single day. So if you're a creator, if you're a designer, if you're thinking about things, if you're trying to create products, if you're trying to create lead magnets, you're trying to create order for bumps or courses or whatever, you should go start using one-pager. If you're a speaker, if you're a presenter, if you're... Whatever you are, one-pager is amazing. It's one of the fastest ways I know to create a product, fastest way to get an idea out of your head, fastest way to get a tangible thing. So, anyway, you should all go to onepager.io and just go get a free account and just played with it, it's seriously that cool. Anyway, so I'm pumped. Like I said, it's not very often that I use a product every single day. And the only two products I use every single day right now are ClickFunnels and onepager.io. So, there you go. And also, just to add to that, there's one other product that we're working on right now, that I can't tell you what it is yet, but it is amazing. I do think it will be the third product I use every single day. So, we're probably three months out, frankly didn't talk about that one, but it's cool too. So I'm sharing this for a lot of reasons. Number one, I want you guys to go sign for onepager.io. Number two, I want you to think about what is it you could create for your marketplace you would actually, legitimately use every single day. Because if you're going to use it every single day, there's a good chance that your market will as well. And so it's just kind of a test. In fact, I can tell you in the past, I created software in the past that I sold, but I never really used it myself. Like, "Oh yeah, it does this one little thing." But it wasn't something that became a staple in my life. Do you create something that literally you can't live without, where you're using it daily? Man, how powerful is that? Then your customers start using it, they're using it daily. It just changes everything. So anyway, hope you guys check it out, onepager.io. Have some fun with it, play with it. And like I said, I'll talk to you all again soon. Bye everybody.

On this episode I talk about challenge #4, finding a new product origin story. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey, everyone this is Russell Brunson. Welcome back to the Marketing Secrets podcast. Hope you're enjoying this week of challenges. Today we're going to be moving into challenge number four. This is finding a new product origin story. Now, again, this is parts of a training that I recorded with my Two Comma Club X High End Coaching Members and you guys are having a really cool chance to listen to behind the scenes of what I taught them and hopefully this gives you ideas on some cool ways and some simple ways to make your business more successful. So that said we're going to cue the theme song. When we come back, you'll have a chance to listen to challenge number four. So challenge number four is going back to whatever thing you're selling, your product, your book, your webinar, whatever it is. I want to challenge you guys to find a new product origin story from some separate things, some sexy hook you can then tie back into the thing that you're selling and try that on an ad, try it on your landing page. Try it on something and just see if you can amplify what it is you're selling. I did a podcast three years ago and I didn't know how to explain it. I think I called it, turn up the sexy or something. I said, "I don't know how to explain this, but you take your offer and you have to make it sexier." Most people's offers are so bland. It's like someone comes to the page, "Oh, nah, I can do without it." But if you come to the page and you're, "Oh my gosh, if I don't have that thing, I can't sleep tonight." That's what you need and it comes back to turning it sexier. I didn't know how to explain that. It's just ah, try help people and make it sexier, make it more exciting, make it... How do you do that? I couldn't explain it. And this report, I read that and I was, this is the most simple, easy way to do that is to find this outside third-party story that uniquely is interesting and fascinating and then tie it back to your product. And so hopefully that helps.

This weekend, I had the chance to witness one of the best sales presentations of my life. Let me show you how it worked, and how you can model it for what you do. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey everybody, this is Russell Brunson. Welcome back to the marketing secrets podcast. Today, I want to talk about the secret to increasing the perceived value of whatever it is you're selling. And I'm going to tell you a story about how somebody did this to me this weekend and it was amazing. So, here we go. All right, so I'm going to give you some backstory. Some of you guys know that I'm mildly obsessed with books. Books are the coolest, seriously, come on now. And so my office I'm in now, is swelling with books. We have big bookshelves but there's no room left at all. And so, I decided to start a project. We're going to build a library, a huge library in the lot next to our office, so I can have more books. So I think my office right now has, I think we did the math, has like a little under 10,000 books are in there right now. And the new office will hold, or the new library, will hold up like 60,000 books, which is crazy. And I'm going to have different sections. Like one section that's going to be just about business. One on personal development, one on health, one on religion, just the different topics that I'm passionate about, right? And so, and in there I'll have all the books that matter on all those topics and it's going to be amazing. But then on top of that, I'm kind of a collector of old books, because old books are the coolest thing ever. And so, in section, like for the religion section for example, it'd be a big like white glass bulletproof case that has these old religious books in there. And then same thing with personal development. Like, I'm looking at this, The Laws of Success that Napoleon Hill wrote way back in the day, that's so cool. Anyway, that'd be out on display under these bulletproof glass and a bunch of the cool things. So anyway, there's kind of the frame where I'm at, right? And so anyway, there's this guy who messaged me this week and was like, "Hey, I'm one of the top..." Or, not the one of, "I'm the top rare Mormon book collectors in the world." And he's like, "I'm in Utah right now and I can come and show you some of things I have. And he started telling me all the stuff he has, I'm like, "Heck yeah dude, if you want to drive up here, I'll look at it." Not thinking that I'm going to purchase anything. So anyway, so the guy that drives up and he has these cases and brings them out and he's got all these old insanely cool, amazing books, right? Now, again, I can't tell you all the details because... Anyway, so some things don't make any logical sense, but I'll give you the basic gist. So, so you guys know, I actually bought a first edition book of Mormon back in the day, which is one of my prize possessions. And he had like five first additions. And my mine's like a good one, these are like insane. The highest quality in the world, right? And so when he brought him, I'm like, "I'm going to look at these things but I already have one, I don't need another one. There's no way I'm going to do it." Right? And he tells us ahead of time, he said, "I'm not the best sales person in the world, but as I show you these books, I'm just going to tell you the story behind each of them." And I'm like, "Okay." And so, one at a time, he pulls out the book and you see it. And I was like, "Oh cool, yeah, I have one like that." And then he starts telling you the story behind it. Like, "Let me tell you how I found this. This is where I got it. This is what it looks like. This is why it's so cool. This is..." Like, "Look at this, look at the inscription, look at the thing here, look at the thing..." And started showing you all the pieces about it. Where within like 10 minutes I'm like, "Oh my gosh, I want that so bad." And they shows the first book and he's like, "Here's the second book." And pulls it out and tells the story behind that and how he found it, and why it's so cool and the intricacies and why this one's different, and why it's so important, and why very few people have it and the scarcity of it. Right? The second book is the second edition printing of The Book of Mormon, and it was so cool. And he's like, "Just so you know, there's only 25 of these on planet earth right now that we know of. And this one is the best quality one." And shows that and I'm like, "That's so cool." But still in my head, I'm like, "I'm not here to buy anything." And then he shows the third one and the fourth one and the fifth one. Then he shows this other book and then just going through book after book, all these things. And as he did it, he didn't just like, "Oh, here's the book." Like, show it to me. He told me the story about each one. It was interesting, as he told the story, the story, as you guys know, if you've been following me for any amount of time, the story increases the perceived value of the thing. And so by hearing the story, he went from like, "Oh yeah, that's a book." Like, "There's no book." To like, "Ooh, there's an old book that it's pretty cool." To like, "Oh my gosh, I really want this old book." And by then it's like, "I have to have this at all costs." Like, "This needs to be in my library, otherwise, what's the point of building a library? I should just burn it to the ground, right?" And so, it was just fascinating. And this was one of my interesting takeaways. Because I asked this guy, he finds these things, collects them, and then sells them. And I said, "Is this hard for you to sell these after you find them and you know the stories?" And he told me something interesting. He said, "I've regretted every book I've sold." He's like, "But this is what I do. So I've done it for the last 40 years." And it was interesting because I was noticing myself, as he told the stories, how engrossed I got into the story of each book and how important it became to me. And I remember feeling this other thing where I was like, "If I don't buy this..." How much regret I was going to have, because I'm going to miss out on the story and the thing and all the stuff." So by him telling his story, the same regret that he was having by selling this book, was the same regret I was going to have if I didn't have the book, which was super fascinating, don't you think? And anyway, Oh, and then there's so many sales lessons I could tell you. It's from this guy, he's like, "I'm a horrible salesperson." But then also talking about status, right? As he's showing me these books and he's like, "There's a lot of people have three, but there's no one that has all five of these." He's like, "Maybe one or two people on the planet." He's like, "Instantly you'd be one of the top five rare, Mormon book collectors on the planet, if you had this set." And then this, and then... It was crazy. And I come into this thing, not planning on buying anything just wanting to see what he has to two hours, three hours later, writing one of the biggest checks in my life. But I share it to you because I want you to understand, that is the power of story, right? I always tell you guys, if you're teaching a concept, you have to tell the story about how you learned or you earned it. If you're selling a product or service or a thing, you have to tell the story about how it was created. The story is the thing that increases the perceived value. I literally went from like, "Here's an old book." Like, "Oh, sweet." To like, "Let me tell the story of the book." And then he got deeper in the story and the meaning and all these kinds of things got to the point where like, "Wow, that's really cool." To like, "Ooh, I really want that." To like, "If I don't have that, I'm going to lose something." The fear of missing out, of not having that, became so big and so large that I was willing to do, as a buyer, do something completely irrational, to make sure that we had it, right? Anyway, it's just fascinating. It was such a cool case study to me. To see these things being used on me. In fact, I told him at the end, I was like, "Dude, you told me two hours ago that you're not that good at selling." And I'm like, "All selling is, is telling a story in a way that increases the perceived value of the thing that you're trying to sell." I said, "Based on that definition of selling, you're the greatest salespeople I've ever seen." Right? And so, I want you guys to understand that. A lot of times we think, "Oh, we need to do the newest sales trick. I need this technique or I need da, da, da, da." All these kind of things. It's like, "No, no, no." the best sales people, the thing that they do is, they tell a story that increases the perceived value of the thing that they're trying to get you to desire. And if you desire it, then you're going to want it, right? To the point where if you don't have it, then you're going to feel the same regret that that person has giving it away. Like, "If I don't have this, ugh, like what would like what's to happen tomorrow or the next day? How are we going to feel?" All the other emotions start flooding in as well, right? And so, that was the fascinating thing. So anyway, I want to share with you guys for so many reasons. Number one, I'm excited. I got sold, I love getting sold. It's the greatest thing in the world. Number two, just the lesson. And that is the lesson, how do you tell your story in a way that increases the perceived value of the thing you're selling? That's the big secret. That's the big, ah-ha. It's not becoming a slick at selling or figuring out the masterful funnel or any of those things, right? It's getting good at telling the story about the thing that you're selling in a way that increases the perceived value, so that it goes from an, "Oh, it's cool." To a want, to a desire to, "If I don't have this thing, I'm going to regret it for the rest of my life." And that's the magic. So anyway, think of that for your product. Think about next time you're on a Facebook live or doing a podcast or you're trying to sell something or whatever it is. Or you're face-to-face with somebody or whatever, right? What's the story? How did you learn it? How did you earn it? How did you create it? How did you find it? What was the thing? Why is it so important? Why is it valuable? How's that person's status going to be increased if they have it, how's the status going to decrease if they don't have it? How are they going to regret this in the future if they don't have it? Those are all these little things they're tied to the story that make it to the point where it's like, "Oh, I have to have this thing." The better you get at that, the more money you're going to make. Anyway, that's all I got you guys, I hope you enjoyed it. Sunday when this library is done, this will become part of the pilgrimage to internet marketing Mecca. You guys will have to come to Boise, Idaho, and come look at the library and walk through it and see it. It's going to be something magical. There's more things planned inside the library/event center/stuff. But anyway, someday hopefully you have a chance to come see it. I'm sure that as we start building it, you guys will see the footage and the videos and all this stuff. Oh, there's so many cool things that are happening in it. In fact, right now, today, they're out there literally surveying the land, which is exciting. Anyway. So one of those things, one of those dreams that become a reality and I'm really excited for it. My plan is to build out a whole research center and start hiring people to can do research and finding things and searching. And I want to be able to take... I feel like one of my roles here is to sift through tons and tons of information and to find the best things and bring it back to you, right? Like if you look at my books, that's like me going through 10,000 books and 100,000 split tests and things, trying things. And then my books are like, "Here's what I found. Here's what actually works." Right? And I want to do that at a bigger scale, and I want to be able to do that on all the topics I'm excited about in life. And building that research seems to go through and plow through tens of thousands of books, find out the core pieces, bring them back to us so we can test them, we can try them. And then from there be able to give you guys products and courses and books and training or whatever the thing is to help get you guys results in your life. And so, that's kind of next phase in my life that I'm really excited for is that, is building the research center, building the library and then building the team to create those things. So anyway, if any of you guys are interested, if you're a researcher, if you're a writer, if you're obsessed with the things I'm obsessed with, and I don't know, maybe it would be a good fit. Maybe someday I'll put out a job application, see if anyone would love to spend their life living in Russell's library, just reading books and researching and pulling out the gems, so that we can turn it into something that'll change people's lives. Any who, that's all I got for today. I appreciate you guys. Remember, selling is all about learning how to tell your story in a way to increase the perceived value of the thing that you're trying to sell. If you can master that, you'll never have to work another day in your life. All right guys, appreciate you all. We'll talk soon. Bye.

Yes, this is how I really feel… Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey, everybody. This is Russell Brunson. Welcome back to Marketing Secrets Podcast. Today, I've got a little mini rant for you. All right. So I'm in the middle of The One Funnel Away Challenge, and I am having a lot of fun with it. And it's funny because there's 5500 people that joined this one, which is the most we've ever had in a challenge. Which anytime you have a challenge, or that many people, there's always a little bit of crazy in there. I remember hearing Tim Ferriss talk about one time, he said that ... he's like, "When my following was small, everyone seemed normal, but now on my blog," I can't remember what, he's like "I got 10 million readers." He's like, "10 million people. That's the size of New York City." He's like, "There are a lot of crazy, insane people inside of New York City." So based on that, he's like, "People that are reading me," he's like, "there are lunatics. There are people are insane. There's probably murderers. There's like all these horrible people in there." And he's like, "When your audience is so big, there's always a bunch of crazies." And so, I was thinking about that as we start growing and there's people that come in and say funny things and just frustrating. So today, I saw one. And so, this is my little mini rant about it. The comment was basically like, "Russell, I signed up for One Funnel Way. Why do I keep getting emails about One Funnel Way. I'm super angry, and I'm not impatient. It makes me want to refund my money and blah, blah, blah. Quit spamming me with all your stuff." I was just like, all right, number one, do you know what spam is? The definition of spam is not you signing up for something and you getting emails about it. Spam means me stealing your email and sending you unsolicited mail. That is spamming. You getting messages in an auto responder is not. Number two, the reason why I do not pull you off this because it is actually strategic. It actually helps increase how much money we make. Everyone's got this, I don't know... This is the automation gurus. They had this thought in their head, like you don't want somebody just to email for a product they already bought in the past. If you do, blah, blah, blah. Or you don't want someone to see an ad for a product they already bought in the past. You got to make sure that nobody ever sees it. And so, they stress so much about pulling people out and making sure they don't see this thing, this and this. And the reality is the opposite is actually true. So drives me nuts about it. All the automation groups have this thought that yeah, you have to have perfect automations. That's what this guy was complaining about. Like, "If your system is so good. Why don't you pull me out? Because I already bought it." And there's a reason behind it. The reason is because if I did that, it would actually lower your likelihood of success. I learned this initially, actually from Matt Furey, back in the day, Matt Furey, he was promoting some course he had created. And he sent emails every single day for 30 days. And I was on a coaching call. And I heard somebody ask Matt, "Well, when people buy, do you pull them off the list, so they don't keep getting emails." He's like, "No, why would I do that?" "Because they already bought it, why should you keep sending emails?" He's like, "Because," he's like, "the first thing that happens when they buy something is they get what? Buyer remorse. And then, they may buy a product, and they never actually go through it." He's like, "You have to keep selling the person 100 times, even if they bought. You have to sell them on why they shouldn't feel bad about the thing they bought." Two days later, I'm like, "Oh man, that costs a hundred bucks, maybe I need that money." If they see another ad for it, they're like, "Oh yeah." It reconfirm their decision, gets rid of by remorse. And then someone's like, "Oh, I got the course, I haven't gone through yet." Well, if you never message them about it, they're going to forget about it. If I keep messaging them, you keep seeing the ads, it's like, "Oh yeah, I bought that thing. I should go back and do it. Oh yeah." It re-motivates you, re-inspires you, re-gets you excited about going and consuming the thing you already paid for. So by actually not pulling you off of every single list and every retargeting list and every email sequence, I'm actually doing you a favor. It gives you the ability for me to resell you, reconfirm you, get you more excited about the thing over and over and over and over and over again. If I stopped talking about Click Funnels, the moment you sign up for Click funnels, guess what would happen? You wouldn't use Click Funnels. You wouldn't be successful if you use Click Funnels. Like, "Oh, I guess this doesn't work because Russell's not talking about it anymore." I keep talking about it. Because it works. And sometimes, someone uses Click Funnels. And then, some reason, they're not happier that something happens or their business changes and they cancel. If I just say, "Oh, they used to have Click Funnels once. And they're never going to join again. That is not true. People would sign up and cancel, sign up and cancel, over and over and over again. And so, if you keep talking about your message. So while I understand the importance of automation and moving someone from list to list, a lot of times that is not necessary. In fact, it'll hurt your audience more than it'll actually help them. So take that all of you automation experts who think that that's the magic. Literally before the challenge, my team asked me, "Should we be pulling people off the list, the promotion list as they sign up?" I said, "No, because if you do, they sign up two weeks before the challenge starts, they're going to forget in two weeks. But they see the message and the next message, it's coming to you, it's starting tomorrow. I'm like, "If you haven't signed it yet, make sure you sign up." Those things get people to remember and get people that actually show up. So why would I pull them off of those sequences? I need them as excited as the person that bought, the second before we started. And so anyway, there's my mini rant for today. The other mini rant is I want people to understand... I learned this from Myron Golden. You don't attract who you want, you attract who you are. So if you're the kind of customer coming in and complaining like, "Oh, why are you spamming with all your messages? Stop sending me emails. I want to refund my thing. I'm so angry. I'm so impatient, blah, blah, blah, blah, blah, blah." Because you're getting an email, for crying out loud? You're not going to be successful in this marketing game. I promise you that. You do not attract who you want, you to attract who you are. And so, if that's how you feel about marketing, that's the kind of people you're going to bring into your world. And they're going to be the worst customers of all time. They're going to complain. They're going to whine. They're going to be like horrible people. Anyway, it's weird. I don't know works, but it's true. So be the kind of customer, be the kind of subscriber you want. If that email comes and it doesn't make sense to you, just delete it or hide it or ignore it. It's really not a big of a deal. I get in my inbox, I'd say, I don't know, on a minimum 800 to a thousand emails a day. Do I get angry about them? No. Someone's like, "Why don't you unsubscribe from the list?" I'm like "Why would I unsubscribe from the lists. I'm a marketer. I'm trying to see marketing. I want to see 1500 emails come in my inbox every day, with 1500 swipe files of people doing the thing that I'm trying to learn how to do, the thing that I'm trying to become better at doing. Why would I unsubscribe? Are you moron? Or "they send like five emails selling this product, I unsubscribe." I'm like, "Really? I thought you signed up to become a marketer. Watch it, watch what they're doing, figure it out." Don't be like, "Oh, I know what I'm talking about. I'm annoyed. Seriously, that's how you're going to fail in life, especially in this game. Watch, be excited, funnel hack. Be like, "Huh." So like, "I'm angry that Russell is doing this I'm inpatient. What if you stopped for a second? It's like, huh, Russell makes a crap ton more money than me. He makes more per day than I make per decade. I wonder if he knows something I don't know." I don't know. I'm just putting it out there. So yeah, there you go. Me, rant over. That's all I got. You guys don't get bought into this whole automation thing. It is not as powerful or important as you probably think it is. That's number one. Number two, you attract who you are, not who you want. So don't be a bad person. Be awesome. That's all I got. Thanks, you guys. Appreciate you all and have a great day. Talk soon.

What a year 2020 was! It was definitely a crazy, eventful year. Here is a replay of our most popular episode from all of 2020! If you haven’t heard it yet, tune in and see what all the fuss is about! If you have already listened to this episode, feel free to share it with a friend! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey, what’s up everybody? This is Russell Brunson, welcome back to Marketing Secrets podcast. Today I want to talk about shortcuts. Okay so, I don’t know, if you follow me on Instagram you’ve probably seen the pieces of it, but I’ve been slightly cracking over the last 5 or 6 weeks because the load has been heavy, like insanely heavy. In fact, 6 weeks ago I made a list of all the stuff I have to do and I was just like, ‘I don’t think this is possible.” And couple of nights I couldn’t sleep, I was up until like 4 or 5 in the morning because I couldn’t fall asleep because I stressed about it. Which then made it worse because the next day I couldn’t even function, I was tired and losing days and it was just like, ugh. Anyway, but I’m at the end. I’m at the last week. And in a week from now I’m going to be on vacation for like 2 weeks with my family and just unplug and (breathes deeply) catching a breath of fresh air. But it’s been heavy. And it’s interesting because yesterday, well, this weekend my sister came into town, which has been so much, her whole family.  So it’s like, I hate, I don’t want to ever be the person who misses the party because of work. So I’m like, ‘I have to be part of the party.” So I’m doing all this stuff and making sure I’m not, that I’m there. And yesterday, my daughter, it’s not her birthday yet, but they all went to roaring springs, which is a big water park here, for her birthday. So I’m like, “I can’t miss that.” So I ended up waking up at like 5 in the morning and worked from 5 til noon, getting basically a whole full work day in. Then I took off, went with them to Roaring Springs until like 8 o’clock at night we got back. And then I worked from 8 until like 2:30 in the morning. So I worked like 2 shifts that day, plus the shift with the kids. So sleep is like, basically I’m like, ‘I gotta get rid of something, the only thing I can get rid of is sleep. I’m not getting rid of fun, I’m not getting rid of family, I’m not getting rid of projects. I’m going to pull out sleep and just get rid of it.” which you can’t do for too long. Anyway, now it’s Tuesday so I got Tuesday and Wednesday for me to go and getting all the new coaching modules that are going to be launching next week. I have to get those all done, then plus I have a 3 day event, which is a virtual event, which means I’m the only one there speaking. So I’ve got a dozen or so presentations or so that I’m working on there, needless to say it is a lot. The burden is heavy. But the good news is it’s almost the end. The end of this week I’m going to be able to unplug and just be like, (breathes). So what I want to talk about though, is shortcuts. Because in the process of this, as I’m moving forward as fast as I can to get all these things done, I have to look for shortcuts, because there’s no way to get everything done. It’s impossible. So you have to look for shortcuts. So one of the nice things that I like about this whole, I don’t know maybe it’s bad, but for me, I try to get everything, I don’t pre…..not that I don’t pre-plan, I just, it’s like, just in time production. Like, everything will get done just in time. It doesn’t get done early ever. It never has in my entire life. I never got homework done until the minute it was due. I never got projects done, because if it’s like, if I plan it too far in advance then I have all this time to think, and then , I don’t know, the greatness comes when you’re under pressure and stressed, and you start discovering these shortcuts. So yesterday, we got back from the water park, I’m sitting there, it’s like 8 o’clock, almost 8 o’clock at night, I’m about to start working on the modules again. I’m just like, “I’m not going to get this done in time.” And I’m thinking, “how can I shortcut this? How can I shorten this?” I’m looking for the shortcut right. And then it appeared. And the shortcut in this situation was, “Who’s products, who’s content, who’s courses could I license to shortcut what I’m doing?” And all the sudden I was like, “Oh my gosh.” There was this module I had to create and it probably would have, I mean realistically it would take about a week to create the whole thing. And it would have been good, but I don’t know if it could have been great. And I was like, “Oh my gosh, there’s someone in our community who creates something that’s great. Can I shortcut, I wonder if she’d be willing to let me license it?” So I called her up through Voxer, I’m like, “Hey, I need a quick favor. Would you be willing to license me your entire course?” and within about 15 minutes we figured out a deal and a structure and today I’m wiring her money and she’s sending me her course, and I’m going to be plugging that into the training to fill this gap. And what’s crazy is it just shortcutted me a week. I just bought myself a week back that I would have had to figure out somewhere, like on the boat in Lake Powell. That wouldn’t have worked. Anyway, but I bought myself a week back. And the reality is what she created was so much better than what I had created. Like it’s already, man, I’m looking at the stuff that she’s sending over and I’m like, “This is way better than what I would have done.” She’s so much more detail oriented and everything is more thought through. But it was just a shortcut. It was a shortcut that saved me a week worth of time, it saved me so much stress and anxiety, and then it actually turned out better than if I would have done it myself. So it got me thinking like, where else can I shortcut things? I’m looking at now everything I’m doing right now in this window. I’m like, what can I not do? What can I give someone else? What’s the things? Where can I shortcut things? So for me it was licensing a course, and licensing content. And then this morning I licensed 3 other people. I’m like, “Hey, you’ve got something like this, do you have any product I can license? Or a course or a thing I can license? I gotta teach this concept but you know better than I do. Can I license it?” and people are sending me stuff, and I’m speeding up my process. Anyway, I want to share this because I had this conversation with Todd who, those who don’t know Todd Dickerson, he’s my business partner at Clickfunnels, he’s a dude who built the original Clickfunnels. He’s a genius. Literally the smartest person I’ve ever met. Don’t tell him that because his head will get bigger. No, he’s like literally the smartest person I’ve ever met in my life. And it’s funny because we were talking about him and other developers and things like that, and he said, he told me, “The thing that makes me the best of developers is because I’m so lazy.” I’m like, “What? Dude you are not lazy. You are the hardest worker.” He’s like, “I know I’m a hard worker,” but he’s like, “The reason why I’m such a good developer and I get things done so fast is because I look at everything and I’m like, oh I can do this and there’s a 6 month version and I could do this and it could get done in 6 months.  But is there a way I can get this done in 2 days instead?” And that’s the thought he always looks at. “Instead of me coding the whole thing from scratch, if I borrow this here and this here, and then get these libraries…” I don’t know, this is all coding talk I don’t understand, “then I could get done in 2 days versus 6 months. Maybe I’d have to not do these 4 or 5 features, but it’s done in 2 days versus 6 months.” And it’s funny because he’s trained our development team to start thinking that way. In fact, Ryan Montgomery who was our CTO for a long time, that was always the joke for him, it’s like, ‘When you look at problem you’re like, okay this is going to take me 6 months. Then go get your Todd hat, put your Todd hat on, and think what would Todd do? And Todd would be like, “I wouldn’t do it that way. I would just shortcut here, here, and here and get it done in 2 days as opposed to 6 months.” So that’s the joke. Put your Todd hat on before you come back. That’s good, now put your Todd hat on and re-evaluate and come back with a shorter timeline right. So I’m thinking about that now and it’s like, I just basically put my Todd hat on right, to shortcut these modules and things I’m doing that weren’t realistic for me to get done in time. And now it’s like, I just bought myself a week, I’m moving forward quickly now. And it’s exciting. So I want you to start looking at your projects that way, and a lot of times there’s shortcut. A lot of times there’s a way you could do something faster. You could be licensing someone’s product, you hiring somebody. It could be like a million different things, but what’s the shortcut you can do today that gets you there faster? Put your Todd hat on and figure out how to get the shortcut. So I wanted to share that today because by putting my Todd hat on today I saved myself at least a weeks worth of work, made the product better, and everyone’s happy. The person I licensed the product from is ecstatic, they got a ton of money, and they’re going to get all this credibility because they’re in our product. I got to save myself time and effort. Our customers are going to win because they got a better product when all is said and done. And it’ll all get done faster because I looked for the shortcut. So there you go, there’s the thought for today I wanted to drop on you guys as you’re doing your projects and figuring out what is the shortcut. Putting your Todd hat on and figuring out the shortcut. With that said, thank you guys so much for everything and hopefully you’re moving forward on your projects and getting back to changing the world in your own little way. And with that said, I will talk to you guys all soon. Bye everybody.

Late night rant. It’s time for the leaders to lead and to start actually making decisions. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey, what's up everybody. This is Russell Brunson, welcome back to the Marketing Secrets podcast. I'm here today on a little bit of a rant. All right, everyone, normally I do these episodes in the morning when I'm driving to the office, things like that. But tonight it's late ... Later, not super late yet, but just got home from wrestling practice with the kids. Anyway, just because of three or four things happened today, it's top of my mind. And so I probably won't give all the exact examples because I don't want to point people out, but I want to point the concept out, because it's something that I think you, as a leader, me as a leader, we need to become better at. And so I think the best way to pre-frame this ... Actually, I'm going to step back to the book, Atlas Shrugged. So hopefully you guys had a chance to listen to the Atlas Shrugged interview that Josh Forti and I did, I posted it here on the podcast. And hopefully for a lot of you guys it got you into the book and got you reading. That was my goal, if I can get you guys reading it, that's more important. But one of the themes that happens a lot throughout the book ... Dagny Taggart, who's the main character in the book, she basically ran the railroad. And there was all these people that worked for her, and all these people. And not just people who worked for her, but the whole society as a whole, and nobody wants to make a decision. Nobody wants to be the person who gets in trouble. They don't want to have their neck on the lines. The train would be stuck or something and they can't get it going. And she comes out and she's like, "Why isn't it moving?" And it's like, "Well, because no one's told us to." And, "Well, just do it." "I can't, because then I'm going to be held responsible, I don't want to get in trouble." And she's like, "Do your job. We need to get this thing moving." "I don't want to because I don't want to get in trouble." And then they'd be like, "Well, will you take responsibility if I have a go, if I ... " Whatever it is. She's like, "Yes, I'll take responsibility." She was willing to take responsibility, and then because of that the train would go. But it was her coming in and taking responsibility. And one of the themes throughout the book is that ... That's the big thing is that nobody wants to take responsibility. Nobody will do something because they want somebody else to like, "Oh, well who's responsible if this goes wrong?" And they want to point to somebody else. And so that's a big thing. I'm not going to get political, but right now we're in this weird thing, this whole COVID season, which is annoying for so many reasons. But one of the things, I'm one of the wrestling coaches and my kids are wrestling and trying to be part of that. And there's these decisions that they're supposed to be making be made. Whatever the decision is, I will follow it and respect it and whatever. But the problem is nobody wants to make decisions. That's the problem, because nobody wants to be held responsible if this happens or this happens or whatever happens. And so even school starting here in Idaho this year, at least in the county that we're in, it got passed three or four times. School started two weeks later than they're supposed to, because nobody wanted to make a decision. No one wanted to be on their clock, "I don't want to be willing to get in trouble. I don't want to be ... " So you keep pushing it, pushing it, pushing it. And now we're seeing the same thing with athletics. These meetings were just like, "Make a decision," but nobody wants to make decisions. You can just pass another date, another date, another person. Nobody wants to just be like, "I'm going to be the one who's going to take responsibility for this decision." We see it in our lives, we see it in government, we see it in school, we see it everywhere. And I just want to pass this to you guys. This is the leaders, this the entrepreneurs, this the people who are trying to be the ones standing up and helping and serving people. The reason why you are called to do those things, because you have to be the ones to make decisions. You have to decide, you have to be willing to take responsibility for a choice. And so many people are scared. In fact, I see it so many times, even people that I coach. And so this is for you who I coach, who you're listening to me, I'm telling you this, because this is a pattern you have to become better at. A lot of people will sign up for coaching and they sign up for you because they want ... If it's going to fail, they want to be able to blame someone else. Let's say you sign for my coaching program. And you're in it and you're like, "Okay, I'm going to do Russell says, I'm going to follow it." And I have people who all time, "Hey, review my funnel. I don't want to launch, look at my funnel first. I want to make sure, I want to get your opinion. I want you to look at ... " They don't want to decide their own. They don't want to take the lead themselves. They always want to have somebody else look at it. So that way if it fails, they go, "Oh, well, Russell told me it was good, it wasn't. So it's his fault not mine." Knock that off. That's the reason why people aren't having more success in life, because you're trying to find somebody else to pass the blame onto. That's the problem. I want to make sure this is very, very clear. That is the problem. And so if you want to be successful in life, you've got to be willing to make a decision and stick with the consequences that happen with it. And sometimes it's hard, because sometimes you make the wrong decision. Many times in my life I've made the wrong decision. Many times in my business I've made the wrong decision. Many times inside of ClickFunnels I made the wrong decision. Many times with my family, with my parenting, I make bad decisions sometimes. I'm not perfect, but I'm willing to make the decision. That's the key, that's what makes you a leader, is being the one who's willing to make the decision and then you're the ones who's ultimately responsible with the consequences of that decision. And so that's the key you have to understand. That's what makes a leader great, not someone who gets the right decision right every single time. Someone who's willing to make decision and then be held accountable, that's the other side of it. I did an episode one time about Extreme Ownership, that book, Extreme Ownership, which is insanely good. But it comes back down to that thing, everyone wants to pass the buck and, "Well this is his fault or her fault, everyone else's fault." We have to stop that. We have to be willing ... Especially us, the people who are hearing the sound of my voice. You are the leaders, you are the entrepreneurs, you're the change makers, you're the people who are going to be changing this world. You have to be ones who are willing to say, "I'm going to make a decision, and I may be wrong but I'm going to make the decision. I'm not going to pass the buck. I'm not going to try to put it on somebody else, I'm going to take extreme ownership. This is the decision I'm going to make. These are the reasons why. And then I'm going to deal with the consequences and then go." And I know it's hard, it is really, really hard. I'm not perfect, I'm not saying that I am. But I see it, I understand. I see it so many times with people who join a coaching program or buy a product or whatever, because they're trying to be able to figure out, "Who can I pass the buck ... Who can I pass the blame on if this thing fails?" And it's like, "No, no, no, no, it's all on you." You have to understand, when all is said and done, it's all on you, a hundred percent of the time. So you can call it extreme ownership, you can call it making ... I don't care what it is, but you have to understand that it's on you. As soon as you're willing to take that on that's when you start on success. I look at the people in our community who are the most successful. They're the ones who are not looking ... They're not the ones who ... They seek after coaching. They are people who have been in my inner circle, they've been in my coaching programs, they've been in things. They're seeking that thing, not so they can, "If it fails, I have someone else to blame," which is why a lot of people do it. It's the opposite, it's like, "I want to come and make myself better and better and better so I can make the correct decisions. But ultimately the decision is mine, it's not Russell's, it's not somebody else's, it's my decision." And so you have to be the one. And so it's good if you're stepping into these things, coaching or whatever else, to be able to become better at making decisions by understanding the lay of the land better, understanding the strategies and the tactics so you can make the correct decision. But ultimately it is your decision. Until you the one willing to risk that and say that and do it, you are going to struggle. And so I just I want to put that out there because, man, I wish I could go and talk to the leaders, the government, the school system and all these kind of things. I don't, I don't have their voice. They're not my people, you're my people. And so while I'm angry and frustrated at other things, I want to bring this back to you. The same thing, and I see this inside companies, my own company, I see it in other people's companies, where there's this thing where they try to get buy-in by committee. So they come in and they have an idea and they get all their team together, "This is my idea, what do you guys think? Give me some feedback, I want to know." And they try to get feedback by committee. Oh, and I hate that, it drives me nuts. You as the leader should have the vision, you're not coming in getting feedback on a vision. This vision is yours, you are ultimately responsible for it. You come to your team, not with, "Hey, I think I have a vision, what do you guys think? Do you like this or not?" No. You come and say, "This is the vision. This is what I have decided." And everyone can line up and help me figure how to make this better and how to execute it correctly, but you're not having them figure out the vision and for you. That is your job, that is your calling, that is your responsibility. You understand that? And that's why I'm not a big believer in marketing by committee, it drives me nuts. Everyone someone's like, "Hey, let's get on a call, lets map out the strategy together to try and figure things out." It's like, "No, no, no. You have the strategy, come to me." I want to see your vision and I'll give you tweaks or changes, things like that, but this is not vision by committee, marketing by committee, product design by committee. No, no, no. That's not how it can work on how it should work. It's coming down to you as the leader setting the vision. You can take direction, you can learn, you can ask for feedback and get all the things you need to be able to make the correct decision, the best decision possible. But you have to understand, as a leader you're not coming in by committee trying to get everybody to decide on the vision or the direction or the marketing thing. You've got to be a leader, flat out. And so this is my calling to you. Leaders,, it's time to step up and lead. It's time to stop trying to outsource your decision-making to a committee or to a coach or to a whatever. Or just hiding from the commitment, trying to move it on, or like people inside Atlas Shrugged just sitting there waiting for Dagny, waiting for somebody who's willing to take the heat if it goes wrong. You got to be the ones willing to take that heat or else nothing's going to change. Sometimes it's going to happen. You're going to make a stupid decision, it happens. I made so many stupid decisions. I can walk you through them all, one day we will. But I'm still here. Why? Because I was willing to take the personal responsibility, "That was my mess up. I messed up. I'm dumb." I get it, but I learned from it and I figured out I kept going forward. It's not like, oh, the fear of, "Oh, I don't want to get in trouble. I don't want to get yelled at. I don't want this, I don't want this." And, "Who can I blame? I got to make someone else make a decision," or this or that or whatever. That's what most people want to do. That's not what we can or should be doing. And so that was the message for tonight. I guess that I've just a little mini rant. I was thinking about tonight and getting frustrated and it's like, "Ah, I got to vent somewhere." So you are my people, so you're the ones who understand what I'm talking about. And I think you can implement this and apply it for yourselves, for your team, for your people. It's time for the leaders to step up and become deciders and make decisions. And so this is my calling to you. No longer are you allowed to push blame on anybody else except for yourself. Don't try to position in a way where you're able to, don't try to blame it on anything else, it's always your fault. And that's the key, be willing to do that. And if you are that's how you're going to be able to make the changes in your own life and the people's lives you can call to serve. So that said, thank you guys. I appreciate you, thanks for listening. Got any value out of this, please, take a screenshot on your phone right now of the app as you're listening to it, so I can see which episode you are. And go on Facebook, Instagram, wherever you're at, tag me. I see all those, I love it. It's fun for me to see what your guys' biggest takeaways were, and hopefully this one resonated with you. For those of you guys who this episode was offensive, for some reason, I'm guaranteed there's always a percentage that what I say offends, there's a scripture that says, "The guilty taketh the truth to be hard because it cuts them to the very center." So instead, if this triggers you for some reason, it's probably because you passing the blame on other people. That's it. So the guilty take the truth to be hard, listen to that. Be like, "If this was hard for me, maybe this is where I'm struggling. Maybe I need to step back and figure this out for myself." Be coachable. It's a hard skill set to learn, but sit back and be coachable. If this felt weird for you, if you didn't enjoy it, if you felt whatever, I would recommend pausing for a second, sitting back and being coachable. Look at yourself, "Man, am I doing this? Is that why it bothered me? Is that why I'm struggling with this?" And so, look at yourself. And maybe I'm wrong, which is totally, totally possible. But from my experiences and I understand what I've done. What I've experienced in my life, this is what I believe is true, therefore I will share it with you and hopefully it'll resonate and serve you. So that said, appreciate you all. Thanks for listening, and I'll talk to you guys all soon.

As you watch your Christmas movies and think about your relationship with God, I hope that this will give you something interesting to think about. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey everybody. This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. And actually we're like a couple of days before Christmas. Instead of "Hey", maybe I should say, "Ho, ho, ho, Merry Christmas." And welcome to the Marketing Secrets Podcast. All right, everybody, we are getting ready for the holidays. I hope you are as well. I know this year has been nuts for pretty much everybody. And so I hope that we are, like me, looking forward to a time where we get to stop thinking and stressing and just think about our families for a little bit. I'm looking forward to it, and hopefully you are as well. Anyway, I'm telling you a story happened last night. It was kind of interesting. So I was, we were going to, my wife was actually, we were with the kids, it was after church and we're kind of getting the kids settled in. And we had a Christmas program at church, which was really nice, but kind of the tone in the house, hasn't been Christmasy and my wife, Colette, was just like, we need to do something so it feels like Christmas in here. And so she went and put in The Polar Express, which, obviously we've seen that a million times. It was kind of fun as a family to sit and watch it. And it was interesting as I was watching this, the whole concept is believe, and it's talking about believing in Santa and things like that. And I'm not going to talk too much about that, but I think that obviously all the things that are happening in the Christmas holiday are symbolic, right? It's the symbolism of gifts. And Christmas is representing Christ and him coming and him bringing the ultimate gift of his life to us and how amazing it is. And then our job is to believe in him and believe in that gift to believe in these things. And again, I know that there are different faiths and denominations listening to this, and if you're not Christian, that's okay. This is, if you were telling me some of your beliefs and no matter what you had, I would respect that and listen, and it wouldn't be offensive to me. So hopefully it's not to you either, but as a Christian, as someone who believes in Christ, I think that Christmas is all symbolic, obviously of him and this gift he brought and our job is to believe in him and then having a belief that our belief actually leads into actions, right? Like if you do believe him, then what does that mean about you? How are you going to try to change your life? How do you become a better person? How are you going to try to live? And it's interesting, as I was thinking about that, I was thinking, Christmas is such a type and shadow of Christ. And I started thinking about just how many other things throughout life are types and shadows of that, right? For those who read the Old Testament, you have the story of Abraham and Isaac and how he had to sacrifice his son. Right. And that is the type and shadow of when our heavenly Father had to sacrifice his son Christ. And throughout the Bible and through other scriptures, like there's all these types and shadows where things are happening and it's foreshadowing events that are happening later in time. Right. And it's so interesting. And I think that, I feel like we have this consistent, I don't know how to explain this correctly. Hopefully I don't mess this up too bad, but throughout our lives, there's these patterns that repeat themselves for us to see and to notice. Right. And it's interesting because my goal is not to get sacrilegious with it. So hopefully I'm not, but it's interesting, you guys are here listening to this podcast because you're entrepreneurs and you're trying to figure out how to market your business and things like that. And so what's the correlation for us, right? And you think about that, in the movie, The Polar Express, these kids are getting on a train and the train's moving forward. And one of the lines of the end is your job is not to think of the train, try to decide if the train's real or not, your job is just to get on the train. Right? And they go through the whole process and talk about how important is to believe. And you've got to believe in this thing you can't see yet and there's kind of the guy in the top of the Polar Express, who's like the opposite. He's the naysayer. He's like, if you can't see it, you can't believe it. You know? And there's kind of the light and the dark and a pulling in both directions. Right? And so obviously there's the spiritual journey that that's symbolizing, right? This is life. We're on this train. We're going towards something... You believe, you don't believe, there's people holding you away and all those kinds of things as you were going to this destination. But I think about it with business, how similar it is too. We come on this business and it's like, okay, the train's moving, right? All you guys were here, either you're on the train now, or you're watching the train go by. You're seeing stories of a person after person after person having success. And you're like, "I don't know what to do. I'd get on the train ride. I get off the train. Is that train even real? Like, is this stuff real what Russell's talking about? Is a fake? Are people actually having success? There's all these things, right. And the first step is your goal is not to try to believe that the trains real or not, it's just to get on the train, right. And so if you're not on the train, that's the first step. Then you get on the train and then it's like, I still think there's so many people that are skeptical. Oh, is this real? Is it not real? Like, do I believe, do I not believe? And it's like, you've got to believe, because if you don't believe, if you don't have faith first then your actions aren't going to follow. I think this might be real but I'm not really sure. The way that you pursue that is going to change, right. It's a reason why when we have faith in God, or in Christ, wherever you have faith in, right? If you have faith and you actually believe, you're going to do things differently. You're going to live differently. You can become someone different because you have belief in it. And if you're like, "Ah, this may or may not be." You're more skeptical, you're not going to take the steps you need to do. And the same thing is true in business. Like in business, if you're getting on this train and you're, "I think it's true, but I'm not really sure. I'm kind of going back and forth. Maybe it's a scam. Maybe it's not, maybe I'm successful, I'm not going to be able to be successful." All the things, right. If you don't have belief, you're not going to take the steps necessary to be successful. That's just, it's an eternal principle in anything, and it's true in... Obviously this is a business podcast, but is true in all aspects of life, right? With marriage. When you meet your spouse, your significant other, the person that you're going to marry, it's like, "Ah, do I get on the train? Do I not going on the train. Is this the right person?" It's like no, like you have to believe this is the right person. Right. You have to have belief in it. And then if you believe like this is your person that you're going to marry, this is my spouse, you do things differently. Right. You become someone different. And so it's true in all aspects of life, same with if you're going to school, if you're going into, I don't care what it is. And so I just, as I was watching, I was just like thinking how interesting it is. How we have these types and these shadows, that the process is the same though over and over and over again. Right? And so in this Christmas season, I just, I don't know, this is kind of a weird podcast to do, and I'm just nervous recording it. Maybe it makes no sense to you. But I think that these principles, as we use them in the Christmas thing, they're kind of funny and they're cute. We watched all the cartoons and the TV shows and there's that version of it. But if you look at it through the lens of like, this is a type and a shadow of my beliefs in God, or my beliefs in my business, or my beliefs in my spouse, my beliefs in myself, my own identity, my own... I can start looking at that. There's these really cool patterns that happen consistently over and over and over and over and over again. And maybe the movies talking about belief in something that may not actually be real, but it's, again, it's a fable, it's a story to illustrate something differently. Right. And so, I don't know, that's kind of been my interesting thing for me as I've been watching this and just looking at... I used to watch Christmas movies just for an enjoying thing, but I'm trying to look at them now, at least as of yesterday, like as a personal development seminar, right? Like what are the principles here? They're talking about belief, they're talking about faith, they're talking about, if you do have belief, like how does that change? If you have real faith, how does that change your actions? And then what's the fruits of that? Like what happens because of it? Right. And so, anyway, it's kind of interesting. So my challenge for you guys in this Christmas season, you guys are watching these things and having fun with your family is just start looking at it because it's something that you can use in different areas of your life, again, from your business, to your spiritual life, to your family life, to relationships. The pattern is there and it repeats itself over and over and over again. It's interesting. It's like when I was geeking out and doing all this study on the hero's two journeys, if I've done some episodes on that, but if you read the book, The Hero With a Thousand Faces, right, he talks about Joseph Campbell in that book, talks about if you look at all a story from like the beginning of time, until now, it doesn't matter what society, what language, what time, what era, the story frameworks are the same. And you see them over and over and over again, right? Almost all successful movie, book, folklore, myth, story, like they all follow the same pattern. I think for a lot of us, at least for me, I look and I'm like, that's really cool. I'm going to, this is the pattern that George Lucas used to build Star Wars. Like, it's really cool. There's the pattern. I see it. I'm going to go back and replicate it. But it's like, why is that pattern everywhere? Why has it been in our DNA as a society from the beginning of time till now? It doesn't matter what language, what society, what time, what era you live in that, that thing is there. And say, maybe it's just not a storyline that someone invented and taught everybody back way back in the day. Maybe it's a framework. Maybe it's true. Maybe it's something there. In fact, if you start looking at just The Hero With a Thousand Faces, right. That book or that framework, it's like, oh my gosh, like the reason why this storyline has been used so many times, it's because it's our storyline, it's your storyline. Right. You start looking at that and that's why we really connect with those movies, because we start seeing this over and over and over again, it's like, this is my story. And so, I don't know, maybe I'm overthinking things. Maybe it's out of place when we talk about this on a marketing podcast. But I just want you guys to, as you're watching movies and things, is just try to put yourself in that, how does this relate to your business, how does it relate to your life, how does it relate to your spirituality? How does really through relationship with a God? Because it does. And even though the stories may be goofy, maybe a reindeer with a red nose and maybe, whatever, the frameworks, the stories that you guys are hearing are based on true principles and there's there's truth in all these things. So anyway, there you go. I'm sure it offends someone. For you, I apologize. For everybody else, hope you enjoyed it. And if you got nothing from this, then just skip through it and listen to next episode after Christmas. But that said, Merry Christmas. I appreciate you guys all. I'm grateful to be here. Grateful, honestly, for your attention. The fact that you listen in this podcast means the world to me, hopefully you get value from it. And we have some new things coming up in the new year and moving forward to make the podcast even better, more exciting. So I'll keep you guys loop on that. With that said, if I don't talk to you before the end of the holidays, have a great holiday and we'll talk to you all again later. Bye, everybody.

Marley Jaxx recently asked me if I was to create one last piece of content to establish my legacy, what would it be? I hope you love it. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey, everybody. It's Russell Brunson. Welcome back to the Marketing Secrets Podcast. All right. I got a short one for you today, but it's one that I think you're going to love. Marley Jaxx had me speak at her live event and for my presentation, she did a QA, which was really fun. She asked a lot of really, really cool questions, but the very last question she asked me, I thought was really cool. The way I answered it was different than I think I would have in a normal situation, but for whatever reason, it came up. It's only, what, three and a half minutes long, but the question she asked me is, "If you were to create one last piece of content, one thing that your friends, your family, your followers, your legacy, that you could tell them, if you tell them anything, what would be the last piece of content you would create?" I gave her this response. I'm going to cue up the theme song. When we come back, you have a chance to hear my thoughts on what the last piece of content I would create would be if I was about to leave this earth. Marley Jaxx: Your one last piece of content, what would you want to share with people? Russell: That's a really cool question. I think I wish I would have understood this when I started my journey because I didn't at all. In fact, it wasn't until probably two or three years ago that I started realizing it, but just how tied our businesses are to an actual mission from God. I always thought those were separate. I'm like, "There's God, and faith, and bleat, whatever, and then there's our careers." In my mind, it was always these separate things. It wasn't until two or three years in the ClickFunnels where I had an amazing coach who sat me down and was just like, "Do you not understand how these things are related?" I'm like, "No, they're separate. God doesn't care about how much money you make. God doesn't care about my business or whatever." She's an amazing coach. She sat me down and was just like, "I want you to understand. Look at this thing. These things you're creating, that you're doing, that you're making, as cool as we all think you are, you're not that smart. These are coming. You're getting inspiration from God that's leading you on a way because you've been called to change people's lives. You've been called the serve a group of people and you're coming out and you're serving them. Then when they bump into you, and you give them the shift, then their life changes, and this person's life changes. This is literally a calling from God who's taking you to help shift other people's lives." I was like, "It never crossed my mind." She's like, "Why in the world do you think 20 years ago you got excited about business. Were you excited about any kind of learning?" I'm like, "No, I hated reading." "Why do you have the biggest library I know?" I'm like, "Because for some reason this thing excited me and it became this insatiable desire. I couldn't stop. I was going to events, speaking in front of no people because I loved it so much and all these things." She helped me understand how tight those things are together. I know some people don't believe in God and that's okay. You can believe in whatever you want, but conceptually, those things are tied together. I think if I could sit down with myself 20 years ago or sit down to any entrepreneur and help them sit down and say, "Look, this is the deal. You think you're starting a business right now, but it's not that. You've been called to serve a group of entrepreneurs," or group of people or a group. We all have stewardship over somebody. We've been called. While most people, they get the calling and they freak out. They walk away and don't do anything with it, which is devastating, but for those who are doing it, you have this calling and it's scary. You will never feel worthy. You're like, "I'm not ready. I'm not worthy. I got imposter syndrome." Marley: Right. Russell: "Who am I to help these people? I'm struggling as much as they are, worse in some situations." All those things, right? You don't feel worthy, but all you know is that, "I've been called and I got to figure this out because if I don't do that, that stewardship will be taken away from me and it will be given someone else. Hopefully, that person will, but this is my calling. I need to figure this out." You look at that lens. It's like, "Oh my gosh. I have stewardship of these people. I need to serve them. I got to figure it out." That's when you start looking at all of the stuff differently, right? The content you're creating, it's like as scary as it is for you, how awkward you feel, it doesn't matter. This is your calling. You were called to serve some people, so get that thing out there. Put it out there and your people are going to hear you. In the New Testament, Christ talks about this. He says, "My sheep will hear my voice and they will come to me," right? It's the same thing for all of us. That's a true principle. I don't care what faith you are or what belief. That is a true principle. Your sheep will hear your voice. Marley: Yeah. Russell: Your job is not to convert the world of your way of thinking or anything. Your job is to get your message out there. If you do it consistently, your sheep will hear your voice. They'll come to you and you'll have a chance to change their life. I think if I could tell every entrepreneur, you are literally changing the lives of people you've been called to serve and this is not just your career versus whatever, but those things are interrelated, that's what I tell them all because then you'd care more. You'd work harder. You'd be more passionate because you realize that this is more than just me trying to make money. This is me changing people's lives. It would be that. Marley: That was a great way to end that. Mic drop.

After doing UPW Virtual, it was really interesting to notice Tony’s use of his frameworks. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey, what's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets podcast. So today I want to talk about a whole bunch of cool stuff. I want to talk about Tony Robbins, UPW frameworks, teaching, stories, the one chip challenge, and a whole bunch more. Hey everyone, I hope you guys are awesome. So I'm recording this as Tony Robbins is about to start day number two of Unleash the Power Within, and those who don't know the story about Unleash the Power Within, is Tony's big flagship event that I've been to twice by myself, Collette's been to it twice, and I was excited someday to take my kids to it, but we haven't been able to because of the coronavirus, so they're doing virtual and the live event, you have a chance to walk across fire, but at the virtual one, they don't obviously have the fire walk. So that's kind of sad, but we got to do breaking boards. So that's what's happening today. That's kind of where in the timeline of the world I'm at. But first I want to tell you guys about something horrible that I experienced. So some of the best marketing ever, but probably one the worst experiences of my life. One of my friends called me up, one of my trainers, and he said, "Hey, do you want to do the one chip challenge?" I'm like, "What's that?" He's like, "It's this chip that comes in a box that looks like a coffin, and it's the hottest chip in the world and you try to eat it." And I was like, "Heck yeah!" And so he bought them for me and for Dave and for our kids and for everyone. So they, actually the night before UPW, they all came over and we did the one chip challenge. And so you throw this chip in your mouth, you chew it up, and then you try to see how long you can not drink water for. So of the four people that did it, I wussed out the fastest. I was in less, I think it was a minute 30 when I was about to die and I had to get water, but it burned for the next, it burned bad for like 30 minutes. Dave made it for 10 minutes without taking any water. Jackson did it for the longest. He was a little over 10 minutes. Dallin, my son, he did it like three minutes. So I was by far the worst and it hurt so bad, but what was even worse, is not only did it hurt going in, after it was in my body, it hurt so bad for probably 45 minutes or so I was going to die, and then I went into the bathroom and I puked probably about 20 times, which was the greatest gift in the world. It felt so good to get it out of me. Anyway. So, but it was amazing marketing. Think about this. So one chip for eight bucks comes in a coffin. It's this big contest, this viral thing where everyone tries to do it. They post their pictures and their videos online and it's this horrible, horrible experience. And then on the backside of it, they sell their bags of chips, which are hot and not as hot as the crazy ones. So anyway, I had a chance to participate in that and it was horrible, but we survived it and the next day was UPW and I was so excited because when I first went you to UPW, my twins were probably three years old. I remember thinking someday when they're teenagers, I want to bring them to it and have them experience this because imagine how different your life would be if you experienced this up front. It's funny because in your head, you get this picture what it's going to look like, and your kid's going to be there taking notes and loving it, and the actual reality... So yesterday was a 15 hour day and I got to give it to them, they lasted for six hours. Six hours of them watching it and then you could tell, it was pretty tough and they were ready to be done. So they, we let them leave, and then they came back, we did the board break with them that night, which was really fun. And then I think today they're taking off. So, but they got some of it in, but it's just one of those things where in your head, you have this visualization of what it's going to look like and how amazing it's going to be and how excited. Anyway, one of those things I was a little frustrated last night because I'm just like, "Oh, I wanted my kids to experience this," and they kind of experienced a little bit of it, but anyway, maybe they're not old enough yet. Maybe, I don't know. It's hard. Being a parent is hard because you have these things in your mind that you want to do for your kids. You want them to experience. You want to help them, all these things. Like, "If I could, if someone had given me this and this and this, these tools ahead of time, I'd be so much more successful today," and it's tough when... I don't know. I'd probably have been the same way when I was their age. So anyway, someday maybe when they're 30, they're going to listen to this podcast episode, and be like, "Oh my dad actually did really care about me. He wasn't just frustrated. He really wanted me to learn something." Oh, anyway. All right. So let me change subjects, not subjects, but the reason I wanted to do this podcast. So I've talked a lot about creating your own frameworks. Talked a lot about telling stories, about teaching, all sorts of stuff like that. So yesterday was really fun. As UPW started, I took out my notebook and as Tony was teaching, and he taught 15 hours yesterday, so it was a long session, right? But as he was teaching, I noticed he started teaching different frameworks. And so as he started teaching each framework, I started writing them down and from yesterday alone, I probably missed some, but I got one, two, three, four, five, six, seven, eight, nine, 10, 11, 12, 13. 13 frameworks that Tony taught in 15 hours. So basically he was averaging one framework per hour. And if you watch Tony, he gets up there with no notes, no slides, no nothing. He just starts teaching. And then when he starts into a framework, his team will throw up slides and the slides are usually like, they have a title, right? So the first framework he talked about was the three levels of mastery, and it's like, "One, two, three." That's his framework. So he starts getting close to the three levels of mastery, his team throws up the slides, and he's got part one, or step one, step two, step three. If you notice the way he teaches, he's got a story for each thing. Story for step one, story for step two, story for step three. So he tells all the stories around this framework, it takes like, an hour. They shift to the second framework, which the second one was the three mandates to leadership. And as he starts getting into that topic that his team throws the slides up, it's got three mandates, one, two and three. So he teaches number one, tells a story about it. Teaches number two, tells a story. Teaches number three, tells a story, boom, you're an hour in. Then he's like, "Next framework, success cycle," right? He never calls them frameworks. But if you watch what he's doing, that's all he's literally doing. He's just, he has a framework that he throws up and he tells a bunch of stories to teach the concept of the framework. So here's the frameworks I got yesterday. And again, I may have missed some, but the three levels of mastery, the three mandates of leadership, the success cycle, the three decisions that change your life, the three patterns of fear or focus and meaning, the two primary fears, the three ways to grow a business, the two master skills, three forces of creation, the three chunks of practical psychology, the three things that cause suffering, the triad, the three molders of meaning, and the six human needs. Okay? So those are all the frameworks he taught on day number one at UPW. Tony has taught UPW, I don't know, four or five, six times a year, every year for like, 40 years. And so what's interesting is that I went to UPW the first time, 12 or 13 years ago, and guess what's interesting? These were the same frameworks he taught then. Most of the stories were the same stories, okay? So Tony can go to UPW and I'm sure he plans and prepares, but he doesn't really have to. He just shows up. He's like, "Hey, here's my," what'd I say? "My 15 frameworks, I'm going to be teaching on day number one." And so he gets up there, welcomes everybody, starts telling stories. And then he's like, "Hey, I know the very first one's going to be three levels of mastery." So he starts talking about mastery, team pops up the slides, he sees the thing, "Oh, three levels of mastery, step number one," teaches the thing. Step number two, tell the story. Number three, he tells the story. Okay. And then goes to the next one, and the next one. He's just got a process, and he goes through all these frameworks and that's day number one at UPW, right? And day number two, I haven't taken notes yet, but I'm sure day number two's the same thing. Here's the 22 frameworks we're covering. Day three, here's the 13 frameworks we're covering. Day number four, here's the 12 frameworks we're covering, right? It's just these frameworks. And then how do you do it for 15 hours? You just tell stories in every single step of the framework. Okay. And notice these frameworks aren't insanely complex, right? I think sometimes people hear me talk about frameworks and they're like, "Russell, your Perfect Webinar is intense." I'm like, "Yeah, I know I had to write a whole book to explain it." Your Expert Secrets book is my whole framework on the Perfect Webinar, right? But it's like, you don't have to have complex frameworks. Listen to Tony's. The three levels of mastery, the three mandates of leadership, the three decisions to change your life, the three patterns of focus, the two primary fears, the three ways to grow a business, the two masters skills, they're all a thing. They're all finite. There are three things, two things. The biggest one is the six human needs, which is the six things. Everything else is either three or two steps, right? But each of them are a framework. And then as he teaches them, again, it's not this huge complex thing. It's like, "Here's the framework. The three levels of mastery, step number one," right? Says what it is. Number two, tells the story. It helps illustrate his point, and then probably shared a success story to tie it back in, right? It's very similar to my framework and how to teach the framework, right? And so you look at that, this is the concept. This is what he does. If you guys are like, "How does Tony Robbins teach a 50 hour seminar in a weekend?" This is it. He wrote down probably 50 frameworks, and he breaks down over four days. "How does he teach A Date with Destiny? His second one that's five days?" Okay, it's the next set of frameworks. "How does he teach life mastery?" It's the next set of frameworks. "How does he's business mastery?" It's his business frameworks. "How's he teach wealth mastery?" It's his investing frameworks. "How does he teach?" Right? That's it. And so for you guys, I hope you're starting to get this, right? We keep talking about this. What are your frameworks? You need to start creating your frameworks and give them proprietary names, right? So you create your framework for losing weight, for making money, for being successful, for running faster, for jumping higher, for whatever, just start creating frameworks, right? And again, they're not super complex, right? The two primary fears, that's a framework. The three ways to grow a business, that's a framework, the two master skills, that's a framework, right? Do you have two master skills of jumping? The two master skills of stock investing, the two master skills of how to get bigger biceps, the two master skills of getting your calf bigger? I don't know, whatever it is. You've just got to create your frameworks, right? If you dive deep into the Perfect Webinar script, all I do is the Perfect Webinar is number one, you tell your origin story about how you discovered the framework. Then secret number one, you reveal the first framework, right? Which is your framework about the vehicle. So for me, my first framework is funnel hacking, right? So there's my funnel hacking framework. And then secret number two is your framework for the internal fear. So my framework for internal fears is called funnel cloning. If you're scared of making a funnel, let me show you a clone inside of Click Funnels, and there's my framework for that, right? And number three is my external framework. So for me, the external framework is how to get traffic. So the title of my third framework is my number one traffic hack, right? And there's a framework for my number one traffic hacking. "Well how do you do it?" Step number one, you go to similarweb.com. Step number two, you type in your domain url. Step number three, you see all the websites that are driving traffic. Step number four, you might have some the same, on the same websites, right? Anyway, I'm going fast for those who are in my world. If you're new to my world, you probably, "What is he talking about?" If you go watch my webinar, you can see my webinar. My webinar is literally just me teaching my frameworks with one minute change, and then the minute change is that we pull out one step of how we teach them. Anyway, ah, that's a whole podcast for another day. I'm not going to go into that. But if you are excited about that, depending on when you get, because I'm not sure when this episode will be going live, but during black Friday this year, we are relaunching perfectwebinarsecrets.com, and I just recorded a two hour training on how I do my webinars showing this concept of how we weave the frameworks in. So if you want to go deeper and you want to understand how to use this for webinars, go to perfectwebinarsecrets.com after Thanksgiving 2020. So whenever, depending when you're listening to it, you can get there, it's going to be seven bucks and it's super cheap and amazing. But anyway, I digress. I wanted to share this with you guys because this is the secret to being a teacher, a guru, an expert, whatever you want to call it, is developing your own frameworks, giving them a proprietary name so it becomes your framework, right? And then learning how to teach them, and teaching's literally here's the three steps. Let me tell you a story about step number, story about number two, story about number three. So it ingrains into their brains and their understanding, and then they have that tool, that framework, they can then look back on and use over and over again. I still remember the very first UPW I went to 10, 12, however many years ago it was, but I remember going through all this and I didn't realize he was doing it and understanding their frameworks, but there were a couple that really had a big impact on me. The ones that had the biggest impact on me, the three mandates of leadership. I still remember that one to this day because it was like, "Step number one is look at things as they are not worse than they are. Step number two, look at things better than they are. Step number three, work to make them that way," right? That's the three mandates of leadership. I learned that 12 years ago. And I still remember it to this day, because that framework, the way he told the stories, whatever it was, integrated in my brain, and I could recycle that 12 years later because I remembered it. I don't remember all the frameworks, but that one meant something to me. The other one was the triad, the three molders of meaning. I've taught that one a ton of times, because that was one that had such a big, profound impact on me. When he taught it, I remember the stories whatever resonated with me, was like how to get into state. And I remember I've used that every day of my life since then, right? It was such a powerful framework. And the third one that still to this day is a part of my favorite of all the Tony's teachings is the six human needs. That one had such a profound impact on me. And it was funny, I watched the video last night of him reteaching it, and I was like, "I've taught this so many times now," because it had such a profound impact on me, but I've all of these are frameworks, those were the three that stuck with me, that became part of me, right? And that's what I think all of us teachers want. We want to be able to teach stuff that becomes part of our students, that they understand it, they learn it, they integrate it, it becomes part of them. And so for UPW, for me, I went through his whole thing and those three stuck with me for a decade now, and this time going through it again, I'm like, "Oh yeah, that's a cool one. Ah, I don't remember that one. Oh yeah, I forgot about that one," and those things keep coming back. Okay? But for you, it’s just creating these frameworks, and sometimes you're like, "I got to create new frameworks, new frameworks." Tony hasn't been creating new frameworks. These are the frameworks, literally these are the same frameworks. If I went back to my notebook from 12 years ago, the first UPW I went to, these were the same ones taught then, exact same ones, nothing different, right? Some of the stories might be a little different, but most of them weren't. In fact, it was funny, there's this one story he tells and Collette's like, "Oh, this is the red square story," and I was like, "What?" And then all of a sudden he gets into it and I was like, "Oh yeah, I remember that story." And yeah, it's the same story from 15 years ago, right? And so it becomes really, really cool when you start looking at it that way, right? If you think about it, it's like... Like my Two Comma Club LIVE event or any of the events that I've done consistently, I could show up and teach them without any advanced notice needed, right? I have my frameworks, I know the stories. I just teach them, and I'm good to go. In fact, if you look at most of the stuff I do nowadays, it's interesting because like the dotcom secrets book, like I was on the road teaching those principles for a decade before I wrote the book, right? And so the value ladder's one of my frameworks, and all these things are my frameworks that I taught forever and I know the stories behind them. I know what stories I'm going to tell. When I tell the value ladder framework, I still tell the same story about my dentist and getting a postcard and showing up and getting my teeth cleaned. And he's like, "Ah, your teeth are yellow," And, "Do you drink coffee?" "No, I don't." Oh, learn about tooth whitening. I know the stories, right? I tell them so many times over and over and over and over again. So I can show up and say, "Hey, the framework someone needs is the value ladder, and what story am I going to tell?" And I just pull it out of my pocket because I've told that story a million times. I know exactly where it goes, how it fits and it's easy, right? So that's the key. I did a podcast a couple of weeks ago that was kind of another distinction on top of this. We talked about publishing and for years I told everyone you've got to publish every single day for a year and you'll be successful. And the big realization that I got from Dave Woodward, actually his son Parker, was that it's not just publishing to publish, it's publishing around your framework, right? You're telling stories and showing examples, and you're talking about the practical examples of your framework. So if you guys are misunderstanding that, you got to create these frameworks, and these frameworks become the foundation of everything. It's the foundation of your content, the foundation of your courses, your seminars, your events, your products, your YouTube videos. These things get weaved in and out over and over and over and over and over again. And so anyway, I just wanted to kind of, I don't know, just keep drilling deep on this. What are your frameworks? Start developing them and start watching as you go and you start learning from other people. Take notes. Again, I just, all my notes this time, were just writing down the names of Tony's frameworks. I just wanted to see them written out, right? And so when you watch me teach, or Tony, or anyone who's an amazing teacher, go watch and notice, and notice how they use their frameworks over and over and over and over again. Anyway, I hope that helps. With that said it's time. It's time to end this podcast, and for you guys to go sit down and figure out a framework. Make one that's easy, go make one right now. Again at Two Comma Club LIVE, I have everyone go and make a framework for how to make a peanut butter and jelly sandwich, right. Which is a fun one. But what could be your framework? Make a framework on how to eat a hot chip, right? How to win the one chip challenge. Or make a framework on, again, whatever your product, your service is, pick something and it doesn't have to be hard, right? Just pick something, title it, give it its own proprietary name, where it's your name, have it be the three steps of whatever. The three levels of whatever. The three mandates of, the three decisions blank, the three patterns of, the two primary, the three ways to, the two master of something, the three, four... Anyway, just make it, and then start teaching it, and start talking about it, start sharing it. Start figuring out what stories you can tell to make that framework stick in people's minds better and be able to bring back and remember it and recall it so they can actually use it and integrate into their own lives. Anyway, I hope that helps and gives you guys a glimpse of how Tony teaches, how I teach, and how the greats all do it. Thanks so much, guys. I appreciate you all for listening and we'll talk to you soon.

It has been a few years since this episode was first released, but I still feel that the message is important today. Enjoy this special episode from the archive! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey what’s up everybody, this is Russell Brunson. Welcome to Marketing Secrets. I mentioned a little while ago how I hired a new coach, and it’s been really, really good. He’s one of the main guys over at The One Thing, his name is Jeff. It’s interesting because I read The One Thing book a while ago and I remember, I think when I read it I didn’t like it. I think at the time we had just launched 12 companies in a year. And I was bitter against it, but everyone kept recommending it to me. That book and the Essentials came out at similar times and everyone was like, “you gotta read them.” So I read them both and I was just like, “They want me to focus on one thing. I hate that idea.” So I kind of didn’t like the books. And fast forward to last week, I just kind of got back into it in the last week. I went and listened to a bunch of podcasts from The One Thing, I started re-reading the book, I got the main dude coaching me Monday mornings and it’s really, really cool. What’s interesting is, since he started coaching me, I’ve had this big epiphany, big aha, big realization inside, and then as I’ve been coaching the inner circle the last two days, I’m watching the people who are leveling up really, really quickly and there’s a consistent theme behind all the people who are growing fast versus who…..everyone’s growing, but the ones who are really quick. It’s interesting thing, it’s funny, the thing that I got in my coaching session was, it came back to Steven R. Covey, 7 Habits of Highly Effective People, which I read back in high school. It was start with the end in mind. It’s been interesting, as I’ve been going through the coaching stuff. Man the first, it feels like it’s been like a month because I move pretty quick on stuff. But the first exercise he had me do was figure out, what is your someday goal? Where do you want to be someday? So it’s not like 5 years from now, or 10 years, like in the future, where is it you really want to go?  It’s been interesting as I’ve kind of done this exercise, I can walk you guys through what it is, but it’s morphed, 3 or 4 times to radically different things and I one of the big aha’s I realized when I went through this exercise is that literally my someday goal, I achieved it like 18 months ago. So the last 18 months I’ve been wandering without really a focus or a goal other than just more, which is interesting. So he’s had me keep focusing, what’s your someday goal? Begin with the end in mind. What are we trying to get to? So I figured out initially, here’s my someday goal, and someday goal can be about your business, you personally, your relationships, your spirituality, whatever you’re trying to figure out for yourself. Then he came back and said, “Okay, what do you have to had accomplished within 5 years to keep you on track for your someday goal?” So I was like, “Okay well, to have that I need to have this in place, these things need to be in place in the next 5 years.” And he came back and said, “Okay, what do you need within a year to be able to hit your 5 year goal? And what do you need by the end of this year to hit your one year goal? And what do you need by the end of this week to hit your yearend goal? Or your month goal?” So as you do this it’s interesting because you start getting more and more clear on all the steps. It was funny because it was like, as I did that, as I identified, had the end in mind, I started going back forward and I got to the things I needed to do. I looked at my to-do list and none of the things on my to-do list actually got me any closer to my someday goal. All the sudden I realized that I’m doing all these to-do’s that are good, they make me feel good, I check off the box, but none of them are actually moving me towards what I’m really wanting. I was like, well what’s the one thing I need to do today that’s going to help me hit my goal for the end of this week, which will hit my goal for the end of the month, blah blah, blah, all the way to the thing. And as I started asking those questions it blew my mind what the one thing was that I needed to focus on. It was not by any stretch what I thought it was going to be, what I assumed was the most important thing. And after this exercise he wanted me to come back and refine it and change things. So I kept getting….my someday goal changed three or four times and I started realizing as I was looking at that, it took me a while to figure it out. In fact, I still don’t know if I have it completely figured out. But the message I want to share with you guys is just that. Beginning with the end in mind. Again, the inner circle members having the most success is because they have a very clear end in mind. What is it they are trying to accomplish? And from there it’s easy to reverse engineer the funnels and make that happen. People who are struggling, they’re building funnels to be able to sell a product or a service, not with the end in mind. Does that make sense? It’s a little intricacy, but it’s interesting. I’ve had this really cool experience over the last two days, to kind of reflect I’m listening to all my entrepreneurs talk and teach and share what they’re doing and really start thinking more and more, what is the end? I need to know really clearly for my business, I need to begin with the end in mind. Or is my goal to get people in Clickfunnels? Is my goal to get people in Two Comma Club Coaching? Is my goal to get people into Inner Circle?  What is the actual end goal? As soon as you identify it, that becomes the end goal and it becomes easy to see, well if that’s it, here are the funnels I need to reverse engineer to get people so that they will come up into that thing. For example, Dean Holland, he’s been in my inner circle for 3 years now. He basically over the last few months shut his entire company down and rebuilt it from the ground up but this time with a definite, very clear end in mind. This is where I’m trying to go. Because of that built out the funnels very simply in order, he launched and in the first 28 days built up $106,000 recurring income. Just because he began with an end in mind. So I think most of us, including me. I’m guilty of this as well, that’s been my big thing for the last 2 days, what’s the end goal. From a business standpoint, from a life standpoint, but also the customer journey, the value ladder. I talk a lot about in the Dotcom Secrets book, this value ladder, taking somebody through. But I would say even my value ladder isn’t completely clearly defined. It’s morphed and changed so much and I’m really coming back now and figuring that out. Dana Derricks when he was doing his presentation he was talking about his big aha. He said that us as creators want to keep creating and creating and creating. He said because of that, “If I look at my value ladder it kind of goes up a little and then it splits off in three different places. Some of those go up and some don’t and it gets really mushy really quick.” He realized he had to clearly define the value ladder. We’re going from here to here to here. So now he’s beginning with the end in mind. And what he said was interesting. It’s was funny because it’s something that I, a recurring thought I’ve had in my mind as well. Okay, I can’t keep creating new stuff that just spurts off my value ladder and shifts people all over the place. If I need to get my creative juices out there and just create something, the things I create need to be on the front end of the value ladder. They should only be free plus shipping or they should only be low ticket things to get somebody in, but the back of the value ladder should never shift, never change. That should be just a thing that’s there. And man, I just resonate with that. I was like, okay I obviously have my value ladder, I’ve got things in place, but I need to really specify this is the path, the process, the order and then just focus on the front end stuff. So it’s exciting. The last thing I wanted to kind of say is, again so many of us start our business like, here’s a product and we start building funnels based on that product. There’s nothing wrong with that. That’s how most people do it. It’s how I’ve done it a lot of times. Because of that, I think we get lost in the weeds of where we’re trying to go and often times we never get there because we don’t know where we’re going. And again, as I’ve been working with my coach on this, which has been really fun. It’s been cool because I’m clearly defining my someday goal, clearly defining the end and then from there I can reverse engineer all the pieces I need to make that happen. I think the same thing is true with funnels. It’s just begin with the end in mind. What’s the top of the value ladder? Where do you really want to take people? Figure that out and then reverse engineer, to do that here are the funnels I need. You got a path and a process. Anyway, it’s exciting. I love it. I love this game. I love my entrepreneurs. I love the inner circle. I love all of you guys. I love Clickfunnels. I’m having the time of my life. And hopefully, also I’m helping. I’m doing my best. It’s funny, I was reading, somebody I care about wrote a really cool post about what we do. And I was reading it and in the comments 3 or 4 people who were like, “I just don’t like Russell. I can’t connect with him. I don’t like his energy. I don’t like…” Whatever. It just kills me. It’s tough because I’m always trying to give and serve and do whatever I can and I hate when I don’t connect with everybody. But that’s okay as well. Hopefully my message gets to you and you’re able to take whatever it is you share out to people. And people connect with you, people I would never connect with. Hopefully you can connect with them and change them. So that’s one of my goals. Hopefully I connect with you and if I do, that’s the key. Take your energy, get out there, share your message with other people and change the world the way you can. Because unfortunately not everyone is always going to like me. And that’s the same for you. Not everyone’s going to like you. But the people who do, they’ll hear your voice and they’ll come to you and you’ll be able to help them and serve them and it’ll make the quality of their life so much better, which in return will make the quality of your life so much better. So that’s all I got tonight you guys. Appreciate you all, see you guys soon. Bye.

Recently I had a friend pass away, and I was grateful to be able to visually see the ripple effect that his life had on the world. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey, everybody. This is Russell Brunson, welcome back to the Marketing Secrets podcast. Today, I want to talk to you a little about legacy and what that actually means. I had a friend who passed away yesterday, and still kind of dealing with it. But because of the legacy that he's created and what's happening, that's the thing that's helping me to process this and to be okay with it. And I want to show this to you and hopefully it gives you guys some meaning for the work that you do as well. All right, everybody, yesterday we lost somebody who, honestly, one of the people... I didn't get to know him super well. I talked to him a few times, watched him speak, and then had messages back and forth through Instagram and things like that. Someone I have a ton of respect for. His name is Collin Kartchner some viewers may have heard of him before. First time I heard of him it makes the kind of Boise, Idaho, he did an assembly at our kid's school, talking to them about the dangers of cell phones and social media and TikTok and Snapchat and all these things. And man, one of the most charismatic people, funny, like just awesome. He Was able to connect with kids at a level that they had. It's just amazing. And ever since I follow him on Instagram, it's funny because he's got, tens of thousands of followers and they're all kids and he only follows one person, which is his wife. He's like, I know it's ironic that I'm on Instagram with all these things, but I'm trying to save the kids from these things. And at Instagram he posts these pictures of people who hear him at assemblies like, I was planning to commit suicide today, I came to assembly though and I realize now it's because of social media. I deleted these apps. I changed my phone, got rid of my phone and just like person after person like, if you want to go to Instagram and see what legacy looks like, go read through his posts and see the tens of thousands of lives that he's affected because of his message. And I watched him as he did this, like when he came to Boise, he spoke our schools, needed an event. We all went to it and a bunch of other things and trained parents. And I think as he got paid, I don't know, two or 300 bucks to come and do his thing, like almost nothing, but he had a mission. He was called to serve a group of people. And for him, he was called to serve children to serve teenagers. And to help them, to help protect them from the damage that social media is causing. And he'd always used the #SavetheKids, #SavetheKids. And like, man, he was just, and he was consistent. I saw him traveling from school to school, city to city, state to state, making almost no money because he loved the people he was called to serve. How do I save these kids? How do I do this in a way where I can motivate them, inspire them. And he had to go through all the things that you guys are going through as business owners. He had to learn how to find his voice. He had to learn how to craft a message, how to keep people's attention, how to find it, like all the things he went through because he had a mission and he knew it and he knew the people he was called to serve. And now it's just so sad. Like he's 40 years old, passed away and a couple things are interesting. And I've been like all day and all night, just reflecting on this. Like, I can't imagine... My wife and I were talking like, what happened if I was dead or she was dead what would you do? And especially when you're out in the public eyes so much, there's, I feel bad. His wife, obviously tons of texts and messages and she's posting like, no, we're not fine. No, yes, it's true. You know? And like, so hard. And then somebody, I don't know, a friend threw up a GoFundMe page less than 24 hours ago. It's less than 24 hours to go through this, GoFundMe page. And you know, I've donated a lot of GoFundMe things. I've never, I ended off from, I went and I donated, I shared on my page and then I just kind of watching it, as it's grown. And right now it was created 20 hours ago. And it is about to pass $200,000 in donations. And this is not like a whole bunch of $10,000 donations. This donation of by 3,300 different donors. 3,300 people, when they heard about this tragedy came to this page and donated their 10 their 20 their 30 bucks to show Collin and his family, how much he meant to them. And again, we're 20 hours in, my guess is within, a week or two it's going to be 40 million half who knows. But man, what a Testament to the work this man did. Right? And I saw one of my friends posted, the thing and said he only dedicated his life to saving the children. And now his children at home without a father and we need to help save their children. And I just like in tears, I'm like, Oh my gosh, like this man who dedicated and donated so much of himself to save kids. And it's like, what's the least we can do. Right. But again, sorry, like I keep thinking about this. I keep thinking about like, the legacy like, it's so sad and it's so horrible, man. This person is a 40 year old. Did this thing put this thing out there. And how many, like the ripple effect of this one man's life, like what's going to happen? Like how many other kids that are going to be affected and then their kids and then their kids and generations will be served because this man was on earth because he followed the calling. He heard the voice, right? He was called to serve a group of people. He did it with his whole heart, his whole soul. And it's just interesting. You guys seen the movie It's a Wonderful Life where at the end, Jimmy Stewart goes and... Or at the very beginning, Jimmy Stewart has a chance to his life was like what the world would be like, he wasn't born and you see this like, happens to Bedford Falls and it's just horrible. It's, and then he comes back and his life. You see like how great things are because he hit that one person who was on this earth. And I think, I hope that someday when we all have a chance to meet our maker, that he sits down with us and says, I want you to see the ripple effect that your life created. And I hope I pray, I think that'll be the greatest gift any of us could get, is to be able to see like the opposite, kind of like Jimmy Stewart, a little bit different, but like here's the lives that were affected because you came to earth because you followed your calling because you were willing to step up amongst the heat and the pressure and the stress and all the things and, serve the people you were called to serve. Because what's interesting is it's never just the people we're called to serve, right? It starts with them. But then it bleeds into their families and their kids and then their kids' kids and then their communities and like the ripple effect. We can never see it. We can never track it on our own. Man, how cool it'd be someday to be able to sit with our maker and he shows you like, hey, this is the ripple effect that your life had. I think in a small way with Collin Kartchner's Memorial fund that they went up 20 hours ago, we're able to see this ripple effect through 3,300 people in 20 hours have donated 10, 20, 30 bucks to raise almost $200,000 so far for this amazing family. And anyway, it's just one thing that's been sad for us and our family, but then man, I just hope that things I'm doing that someday, I have this kind of legacy. Not that I want you all donating to my kids when I die, but just the impact, right? Like this one man's life had on the world. And I hope that he is having that chance right now, sits with his maker and be like, and having a chance to really understand what he did, and the impact it really does have. So anyway, I guess I'm sharing this with you guys, because I know that a lot of times this journey is lonely, it's hard, it's frustrating. But it wasn't supposed to be easy, right? It was easy then how would you have the impact, right? The difficulty of it is I think how you're prepared for it. It's how you prepare for the calling. Like I wish I could say that, this click funnels journey has been all sunshine and roses. It's been brutal yesterday and yesterday I got beat up bad by four five different places where I was just like, why am I doing this? You know? And then to hear Collin's thing. And like, I think the only thing that can be through yesterday was like looking at him like, Oh my gosh, look at the impact he's having like someday. I'm hoping that people say about my life, about my work and by the things I've been trying to do, as imperfect as I have been in and I will continue to be, I've done my best to try to follow what I believe is right. And so hopefully it gives you guys just, I don't know. I just it gives me hope, gives me excitement gives me purpose. I hope it does for you as well. So with that said, I think Collin Kartchner for his impact on the world, and I want to thank you for your impact on the world. Don't ignore your callings. Don't ignore that voice that tug that feeling. It's just like, I got something in here. I need to change someone's life. I know I got something don't ignore that. Don't walk away from that. That's something that's real, it's there, right? In the scriptures it says that many are called, but few are chosen. I think about that a lot. Like I think all of us get the tug. We all get the prompting. We all get the, whatever you want to call it, right? Where you're like, I should go help this person. I should be doing these things. I should be creating this stuff. We all hear that we all feel it. Many are called, but few are chosen because most people don't listen. They don't follow through. You're chosen by your actions. If you heed the call and you move forward and you do the thing then our maker gives you a little bit more, he says, Hey, this person is a good steward. And I gave him this idea I gave him this inspiration. They were a good steward of, let me give you a little more ideas. Let me give you another idea. And as you keep doing that and keep doing that, gives you the ability to have this huge impact on the world. So anyway, hope this helps for somebody who's listening out there. I appreciate you all. I appreciate the opportunity I have to serve you guys, and I hope I'm doing it right. I'm doing the best of my ability. I promise you. I can't tell you of the sleepless nights, I have just trying to figure out how to make sure I'm doing the best things for you guys and the community. A lot of hard decisions, but it's worth it. So I appreciate you guys keep fighting, keep having the impact and someday you'll have a chance to see the ripple effect that your life had on so many people. Thanks again. And I'll talk to you soon.

Here’s a cool case study of a band that performed a concert every single day for a year. Listen to this episode to find out what happened to them and how this relates to you. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey everybody, this is Russell Brunson, welcome back to the Marketing Seekers Podcast. I want to share with you guys what I consider an insane case study that isn't necessarily from the business world, but it's following a business principle that I talked about all the time, and it happened for a little band. So with that said I'm going to cue up the theme song. When I come back I'm going to share with you guys the story about Jim and Sam. All right, so as you guys know I've been talking about publishing for years about the power of it and why we should be publishing daily, and I remember at one of our Two Comma Club X events I made a statement, I said to everyone in the audience, "If you will publish every single day for a year by the end of the year I am convinced you'll be financially free," and I think a lot of people looked at me and said, "Cool." Some people said there's no way, and very few people actually did it. People have and those people insanely enough are having a lot of success right now. So anyways, I still stand by that. You pick where you're going to publish at and do it every single day for a year you should be successful because a couple things are going to happen. Number one, it will give you a chance and give you time to find your voice. And number two, it gives your audience enough time to come and find you, right? And so, that's kind of the reason behind it. And so, what's cool is this morning Brandon Fisher who's one of the guys here on my team that does our all our video stuff he sent me this trailer, and I haven't watched the documentary of it. I watched the trailer this morning, and it was amazing, so I highly recommend it. If you go to wearejimandsam.com you can go and watch the trailer for this documentary called After So Many Days. And so, I didn't know why he sent it to me, so I clicked play, and in this minute and 50 trailer for this documentary it tells a story about a couple, newlyweds named Jim and Sam, who've been trying for a decade to hit it with music. They were playing shows, they were practicing, all sorts of stuff, and for 10 years had no success, and they decided they needed to do something crazy, like we need to figure out a way to make this thing successful. And so, they decided that they were going to do a show every single day for 365 days. Right? And again, I haven't seen the documentary yet. I am so excited to go and watch it, but just from the trailer you see what happens is they go out there and they start doing a show, and some of the shows are next to these guys cutting down trees because they're the only person that will listen to them. Some of them are in these little bars, some of them are just wherever they can find a place to perform a show in front of humans, right? And they start doing this, and they start doing this, and by the end of the trailer they're performing in front of these audiences of tens of thousands of people. And there's this quote at the end of the trailer that was so powerful. In fact, I wrote it down. I just wanted to share it with you. At the end of the trailer he says, "So here we go, making something happen every single day," and then, boom, they start on this journey. Anyway, I wanted to share it with you because, man, so many of us have this dream. We have our art, right? For Jim and Sam it's their band. For you it could be an offer, a product, a coaching program, a book, a course, a CD, a physical product, a service you do. It could be whatever, right? We have this vision, we have our dream, and we go out there and we try to put it out there. But the magic of this, and again, I cannot wait to watch the documentary. It'll probably end up having 10 more episodes. I'm going to be geeking out about this, but the concept of like, all right, if we're going to be successful it's not just going out there and dabbling, or going out there I'm going to read a book, I'm going to go try to whatever. It's like, here we go, making something happen every single day. What are you doing every single day to make your dream come true, right? What is it? Right? And for most of us if we're selling stuff online is publishing. I know Nathan Barry who was the founder of ConvertKit, a great software program, he said the same thing. He's like, "I'm going to write a blog post every single day for a year," and he sat down and he started doing it, and first it was really, really hard, right? But then, he got into the habit of this every day I'm going to sit down I'm going to write 1,000 words, write 1,000 words. Every morning do 1,000 words, 1,000 words, and by the time a year had come up his company had blown up, so many good things happened from it. And so, I think for all of us, man, they just serve as such a good reminder. How do we publish something every single day, right? And so, this is the rallying call, okay? As you guys are going to commit to this and say, "Okay, I'm going to do this." The rallying call is this, "So here we go, making something happen every single day." So what is that for you? What is that level? What's the thing that if you do every single day it's going to change everything for you? You got to figure out exactly what that is and then focus on it and do it consistently every single day for a year. If you do that a couple things happen. Number one, you will find your voice, okay? I guarantee that by the end of performing a show every single day for a year, what happened? They got better. They figure out if people like it, or if people didn't like it. They mastered their craft, right? And the second thing is they're going out and doing this over, and over, and over again. The consistency gave their audience a chance to find them. I talk about it in the Traffic Seekers book as well. I shared one of Nathan Barry's thousand blog posts, or 100 blog, whatever, 365 blog posts he did that year. One of them is called You Have to Endure Long Enough to Get Noticed. And he talked about it, he said you know what's interesting? You think about TV shows, or movies, or documentaries, like how many TV shows did you find out about season four or five, right? So the problem is there's so much content being created all the time that the market, the world, waits to see what's good enough that's going to rise to the top, right? And so, it's testing you. I think for all of us it's like, okay, the universe, God, the market, whoever is testing you to say, do you really want this? How bad do you want it? How bad do you care about your message? Do you care about it enough to blog once a week about it? Do you care about if you're going to blog every day about it? Do you care about that every single day you're going to make something happen? Because if you do, if you are, then you get rewarded. Okay? There's a reason now that I'm still having so much success in my business, right? Despite the ups, and the downs, and all the things I have been doing this now for 18 years. 18 years I've been beating this drum over, and over, and over again. I beat this drum when nobody was listening. I beat this drum when people were angry. I beat this drum when clients were leaving me. I beat this drum and I keep doing it, and doing it, and doing it because I believed in it so much, because I cared about it so much, because I knew the impact it could and would have if I just kept doing it, and kept doing it, and kept doing it. And now, 18 years later, and I'm still learning, I'm still becoming better, I still make tons of stupid mistakes, right? But 18 years later I've found my voice, right? And my audience is finding me, and it'll continue to hopefully continue to grow and keep evolving, but that's definitely what's happening. So hopefully I gave you guys some encouragement. I highly recommend if you want to get motivated just go to wearejimandsam.com and watch the trailer. Like I said, I'm totally going to go watch this documentary. I'm pumped to see it. And again, it's called After So Many Days. That's the name of the documentary. And I'm going to end this podcast with the line that ends the trailer, "So here we go, making something happen every single day." What is that for you? Commit to it, do it, and if you do that again two amazing blessings will come to you. Number one, you'll find your voice, and number two, your audience will find you. Thanks again so much for listening. I appreciate you guys all and I'll talk to you all soon. Bye everybody.

Instead of asking “What do you want to be when you grow up?”, let’s start asking this question instead. On this episode, Russell talks about the importance of considering WHO you want to serve, before you start working on WHAT you are going to provide. Sometimes you might end up wasting time doing a lot of work for something that won’t actually help the people you are called to serve. ---Transcript--- Hey, everybody, hope you guys are doing amazing today. It's Russell Brunson. Welcome back to the Marketing Secrets Podcast. In today's episode, I want to rewrite what all of our parents have been telling us for generations upon generations. And hopefully, save me and you and our kids from the same frustration, because if we fix this, I think we'll fix everything else. All right, so, this is my thoughts today, and I hope you don't mind me sharing with you. But inside of our community, we talk about the fact that, I believe, each and every one of us is called to serve a group of people. It's like, for me, I was called to serve entrepreneurs. And so, I figured like, who are the people I'm supposed to serve? They're entrepreneurs. And then it's like, well, there's a lot of entrepreneurs in the world. Who are my entrepreneurs? And so, my entrepreneurs are funnel hackers. And I give them a name and a title and a belief and all that kind of stuff. And it was interesting because as soon as I knew, oh, here's who I serve, these are my people, this is who I'm supposed to serve, then everything else came really easy. Then it was like, well, what do these people need? Well, they need this, they need this, and then, the ideas, the products, the services, the events, the coaching calls, the podcasts. All the things became easy when I first identified, who am I called to serve? And then, giving those people a name. They're my specific people. Because saying, "I serve entrepreneurs," is tough because there's a lot of people serve entrepreneurs. Now, I'm fighting and competing against everybody else. It's like, no, I don't serve all entrepreneurs, I serve my entrepreneurs, my funnel hackers. And so, it's interesting though because I was talking today with some people, and there's a phrase that we hear all the time when we were kids. It's, what do you want to be when you grow up? And people like, "Oh, I want to be a dentist. I want to be a doctor. I want to be a football player. I want to be... " We talked about who we want to be. But you think about how we actually make money, how we actually start businesses, it's not about who we want to be, it's about who we want to serve. It's like this little thing. And so instead of, with our kids asking them, what do you want to be when you grow up? What do you want to be when you grow up? Or asking the kids who just graduated from high school, what do you want to be someday, when you... After college, what do you want to be? I think to ask that question, what do I want to be, sends us on a wrong path. I want to be a dentist. Okay well, how do you be a dentist? Well, you got to go to school here, and you got to go to school here. And then, when all that's said and done, then you become a dentist. And then, you get your dental degree. Now, you're able to clean people's teeth. And then, cool, now, you can clean people's teeth, the question is, who do you serve? And you're like, I don't even know, I'm a dentist, just everybody probably. And it just puts you on this long, long, long, long, long path that before you ever get to the real question, which is, who are you called to serve? I think we should start switching around like, well, who do you want to serve? Who are your people? Who's your tribe? Who's your whatever you want to call it. So looking at that standpoint, it changes everything. It changes how you start looking at this business and starts changing all the different things. And so, my question for you is you're starting this journey, wherever you are is not so much, what do you want to be when you grow up? And I've asked myself that a lot. But it's like, who do you want to serve when you grow up? Who is the group of people that you're the most passionate about? Who is that if you woke up every morning and be like, okay, this is the group I get to serve, it would change everything for you. And then, if you have that and you have that person, then you figure out like, what's your name for that group? Who are your people? Then, all the ideas start flowing easier. I think when I first got started in this business, and I talked about this a little bit in the Dotcom Secrets book, for those who have read it. If you haven't read the new updated version, by the way, please go get it. I promise it's worth getting the new updated one. But I talked about how I started my business. What I was focusing on, I was like, what do I want to create? I was like, I want to create this product and this product. Again, a question, a lot people chase down, but it puts you on a really weird path. I was like, well, I want to create a product that does this. Because I had this idea. I want to create a product that does this. So I started creating these different products. I thought that was the path, I started creating them, and I was selling them. And luckily, I was able to figure out the process, and I started making money. But it was by default, what I created, it attracted a certain audience. And because I didn't ask, who do I want to serve? I just said, what do I want to create? And I create this thing. And then by default, what I created attracted a certain type of people to me. It's like bait. I'm not a fisher, but I went fishing one time. And I remember it was like different bait. If I want to catch... I don't even know the names of the fish, so embarrassing. If I want to catch a big fish, I want to catch a trout or a salmon or whatever, there's different bait. And the bait you throw out, attracts different fish to you. I have no idea if that analogy is actually true, maybe I just made it up. But I think it is. And if not, you guys get the gist. Right? Same thing, the bait you put out into the world attracts different people. And so, because I led with, what's the bait I want to create? What's the idea I have? What's the bait? I started doing that. I started throwing this bait out, not knowing what it's going to attract. And all of a sudden, it's like, "Oh my gosh, it attracted trout." And then, I'm like, "Oh, I actually hate trout or I hate salmon," or whatever your version of that. In the Dotcom Secrets book, I talk about that, how I woke up one day and I was laying in bed and I was like, I wish I had a boss, so that he could fire me because this is miserable. Like, I am not enjoying this experience at all. It was such a bad thing. And so, if you remember the default, what I should do, is I shifted away from what do I want to create? To, who do I want to serve? Who is my dream customer? I wish I would have led with that. I never did. And most people don't. We lead with, what do I want to be when I grow up? What do I want to create? Here's an idea hat. And all those things sent you on a path, but it's not a direct path. The direct path is who do I want to serve, then go find those people and figure out what they actually need, and how they want to be served. Because you come in with a product that people don't actually want, no one's going to buy it. And then, it doesn't work for you. And you're frustrated like, "Oh, this business thing doesn't work. Oh my grade, it didn't work." You don't need to have great ideas. This business is not about being super, hyper creative. That's not going to help you as much as you think it will. Like, "Oh Russell, you're so creative." No, no, no. I'm not that creative. I'm just really good at knowing exactly who I'm serving, and I pay close attention to what they want. That's it, pay attention. That's what the podcast episodes come from. That's where the books come from. That's where the software comes from. All those things are just coming back to, who is my dream customer? Who am I called to serve? And then, how do I serve them? What do they want? Wheat do they need? I pay attention. And then, that's what we create, that's what we go and do. So I want you guys to understand that, because again, I think so many times we look at it wrong. I think instead of asking our kids, what do you want to be when you grow up? We should ask our kids, who do you want to serve when you grow up? Who are the people that get you pumped up? And I just recently finished the Phil Knight's book, Shoe Dog. His people were athletes. He loved athletes. He was an athlete. He wanted to serve athletes. And if you haven't read Shoe Dog yet, by the end of the book, it's really cool. He starts... it might be the epilogue. I was listening to the audio books, I'm not sure... Anyway, but at the end of the book, he starts telling these stories about dinner with Michael Jordan and this guy, and this guy, all these athletes. It's like, he served his athletes at the highest level to the point where the who's who of athletes had him at their weddings, had him at their funerals, had him at all these different things. Because he figured out who he's going to serve, and then, he focused on that. And he built a shoe company and a clothing line and all these things, because he knew exactly who he was serving and how to make the product better than anybody else. I think for you guys, if you come back the same foundational things, like who are you called to serve? Not, what I want to do when I grow up? Not, Oh, I had this idea for a product or, oh, what should I create? It's, no, who do I want to serve? And then, if you come with that in sincere heart, they will tell you, you will see it. Especially online, like you see it in the Facebook posts, the positive and negative. I see it in the comments. Every time I post a podcast, I see the comments, and where I see the lack of comments. I post some episodes, but nobody responds. I'm like, I guess that's not what they needed. Other ones blow up, I'm like, Okay, people like that, I should go deeper on that, let me share more things. I'm using this community texting app where I text out the audience. And I can see what things get response, what things don't. And I pay attention. It's funny, those who have seen me using this texting app. It's a texting platform. It's pretty cool. In fact, let me pause for a moment to insert a tiny around to make sure you are on this texting platform. When I come back, I'll tell you the cool thing I'm doing with it. So as you see, you guys have a chance to text me. And then, the message come to my personal phone, which is pretty cool. And at first, the first week, I was doing really good at answering every message. And then it blew up and it's getting thousands and thousands of people, and I can't keep up. But I do spend about anywhere from 15 to 30 minutes a day, answering as many questions as I can, which has been really fun. So I may be personally answering your question. Hopefully, I will have a chance to. But the cooler thing is that every time I send a message, I can see the responses to that message. And so, every day I look at the day before, I look at the message I sent. And I scroll through and I see what things hit chords, what things people are looking for, things people are complaining about. And it's my market research daily. I get a daily text message from all my dream customers telling me what they want, what they don't want. And even if I don't respond to them all, I read them. And so again, I have my pulse, I feel the pulse of the market. So many times, I get hit inside the ClickFunnels team as well. I think I drive them crazy because they're all planners. They want to plan what's happening, and what emails are going out, the sequences, all sorts of stuff. And I'm like, you don't understand, if we plan ahead of time, we miss the pulse of the market. Everybody asks me, "What's the plans for next year?" The plans for next year is to feel the pulse of the market, see what they want and serve them. That's where we're going. It's not like, "Okay, well, Q2, we're going to do this, Q5, we're going to do this Q 10, next year, we're going to do. It's like, no, no, no, no, pay attention to the market and let them tell you what you do. Yeah, so I drive them crazy because we'll do a campaign and they're like, "Okay, we have 12 emails. Let's try these 12 emails." I'm like, "You can't write them right now." I'm like, "Why not? Let's get ahead of it." I'm like, "Because we have to feel the pulse of the market. What are they saying to us? We need to be shifting our message based on what's happening, with the feedback, the response." If we're not doing that, we're not truly serving our audience. We're trying to write an email sequence. We're trying to create a product. We're trying to do a webinar. I'm like, "No, no, no, no, no, no. That's not how this game works." Hey, if you want to be good at this game, it's coming back to the foundation. Who's your dream customer? How can I serve them? Paying attention, watching, listening, and they'll tell you everything they want, which is pretty cool. So I hope that helps, hope that helps shift some of you guys who are struggling. Again for me, I struggled my first five or six years in this business because I was chasing the product or the idea I had, as opposed to the customers I want to serve. And it was crazy for me. And you guys probably heard this part of the story, but when I shifted that, I said, "Okay, no longer am I going to create products that are my good ideas and sell them. I'm going to figure who's my dream customer and figure out what they would want." And I made that mental shift and it was like, what could we create? And the very first product we created was my book, 108 Split Test Winners, which some of you guys have a copy of that book. And what's crazy about that is, I was so scared to create the book. Because I knew that my existing audience, the people who I was serving, I didn't love them. I knew they wouldn't want to buy that book. They weren't going to buy it. And I even tried, I put the book up, I sent email out to my existing customers and none of them came. I sold a few copies. I was like, okay, that sucks, this is my best material. This is stuff that people would die for. And they weren't interested. And I realized that I was serving the wrong customer. And so, what was cool, is that this new thing I created, I created for my dream customer, for the person I wanted to get into my world. I launched it. I put it out there. I started buying ads to it. And then, guess what eventually happened? My dream customers, they heard my voice, and they came to me. And that's how we built the list. And then from there, we built ClickFunnels. And from there, we built the Funnel Hacking Movement And my funnel hackers and everything else we've done. But it all started with, who do we want to serve? And then, what bait do we create to attract that person? And that's how we changed the game. So at least, changed it for me. And if you listen to this, probably for you as well. So hope this helps, hope you enjoy this. If you guys got anything that from this episode, please take a screenshot on your phone, post it on social, tag me on it. And tell me your biggest takeaway. I love to read those. I see them. I read them. And you'll see me, I usually like them, if I see them. Anyway, I appreciate that. Thanks you guys for everything and I'll talk to you guys, all, again soon. Bye everybody.

This new distribution channel may be the biggest thing since email. I’m always saying how important it is not to get married to any SINGLE distribution channel or platform for your traffic… Like depending solely on Facebook, or Google, or Instagram, or YouTube, or email, or chatbots, or texts. Why? Because relying on just one source is dangerous to your business because algorithms change, policies change, rules change, and customer BEHAVIOR changes. I can’t tell you how many times over the years I (and my entrepreneur friends) have found our traffic sources completely dry up or go bye-bye at one point or another. That’s why you have to protect your distribution channel. That’s why I’m SO excited about this new platform that just came out called, Community. It’s a texting platform. What I love is that it bypasses all the same behemoth platforms we’ve all been using for years. With Community, open rates for texts are INSANE and click-through rates are CRAZY high. How would you like to see it in action? I’ll even answer your questions! Then check out this Marketing Secrets episode and I’ll give you ALL THE DETAILS! ---Transcript--- Hey everybody. This is Russell Brunson. Welcome back to the marketing secrets podcast. Today, I want to talk to you guys about something very cool and very important, and it is adding more distribution channels to protect your business from the inevitable. All right. So if you've read traffic secrets, you've heard me talk a lot about this, about the fact that traffic changes all the time. Google snaps and Facebook snap. So all the things that are happening. And so for me, I'm always looking at how do I protect my business? How do I protect my distribution channels? And so for you, my question is what are you doing? Do you have a list? Do you have multiple lists? There was a time when if you had a big fan page on Facebook, you post a video or something, you get millions of views. And now the reach died, right? Some people have email lists and they were sending emails back, 10, 15 years ago and getting 50, 60%, 60% open rate, where now you're lucky if you get 20%, right? You have your Instagram following, YouTube channel, all these things, right. And there's times when they're really good and you get a lot of traffic and things from it. And other times where it goes down and you can lose tons of the effort you put into something. And so I'm all about diversification and protecting your assets and protecting yourself. And there's new platform that just came out. I'm excited for, I've seen it for a while. I saw Gary V use it. I saw other people use it. And it's this really cool platform called Community. It's something that I fought against a little bit until this weekend. I was actually speaking at Tony Robbins' event, hanging out with the speakers afterwards and Trent Sheldon, who, if you don't know Trent, he is awesome. He's such a cool dude. And he was showing me his Community platform. I think, I don't know exact numbers, he has almost a 100,000 people that are on his texting platform. And he spends time everyday trying to respond to as many people as he can. But then every morning sends out a mass text with different quotes and things like that. And then when he has a new video come out or a new offer or whatever his new book comes out, he sends a text message out, letting people know about, "Here's my new video, go check it out and go comment", or "Here's my new thing", whatever. And what's so crazy is it's it bypasses all the traditional things, right? Bypasses email, bypasses Zuckerberg or YouTube or whatever. It bypasses everything and gets directly into people's phones. And he was showing me his stats and it's crazy. The open rate on his texts were 90 something percent, versus email, which you're lucky if you get 15 to 20%. But his click through rates like 23%, which typical email you're looking at like one to 3% click through rate. So it was crazy. And I got excited. So I started my Community... I joined the Community platform. I started sending out something to Instagram last night just to see how it worked. And I got hundreds of people who joined it. And I spent all my last night having conversations with people, it was so much fun. And my goal over the next year or so is trying to build that list up to a 100,000 people, right? It's another distribution channel. Something that if email disappears, I still have this distribution channel that can bypass email. It can bypass other things. Right? And so it's really cool. In fact, if you guys want to see I'm doing experiment, in fact, there's an ad that's going to run through this podcast episode. I just create the ad to start promoting them, start putting this on every single podcast episode. I want you guys joining this thing because that way I'll notify you when every new podcast episode comes out, plus you can get free quotes and I'm going to be sending out different frameworks and whole bunch of really cool things to text everyday. And I want to make sure you're on that list. So to get on the list, all you do is text spirit out area code (208) 231-3797. Okay. One more time. It's (208) 231-3797. If you texted me there, you're going to see the process and it's cool. You'll text me and you'll get a message back. Basically says, "Hey, you know, go join the community in that way". It adds you to my phone. And then I can see you and your name, how old you are, your birthday, all that of stuff. It's kind of cool. And they'll send you my V card where then you can add that to your phone and you'll see a message from me. So it's pretty cool. So when you guys test it out, you can see the process, but I'm sharing this because... And maybe you're going to use Community in your business. Maybe you won't, it doesn't matter. I just want you guys all thinking about adding multiple distribution channels to everything that you're doing. What are the new distribution challenges you can do? You know where the other ones I'm looking at, a lot of... There's a really cool tool called PushCrew. There's a couple of companies that do this, but basically happens is it is on your Chrome browser. When someone comes to your page, it can drop down, says, "Hey, join notifications from Russell or from Neil Patel" or from whoever I see Neil Patel is probably the guy doing the best in our industry and you click on it and now he can send out broadcast to you through your browser. So, let's say Google shuts you down, but if you're using Chrome, you can open up and you can send notifications to people through their Chrome browser. Which is so cool for another distribution channel, which I'm going to be focusing on heavily in building that list up as well. I just, I don't know... As long as I've been in business, I just know that lose your distribution channel, you're in trouble. You'll see some cool moves I'm doing in the next week or two. I'll probably be announcing next week, maybe two weeks from now, I'm acquiring a company specifically because I want their distribution channel. And it's a different distribution channel. It's an offline distribution channel, but I'm acquiring the company specifically because I want the distribution channel. Right? If you look at, I talked about some traffic secrets, you look at shark tank, like all the sharks that are there, are there because they, they understand, they know one distribution channel, right? Like Damon John, his distribution channel is retail, right? He's really good at getting clothing down these distribution channels. He spends his career building this distribution channel. So if he has a new product, he's like, "I know my buyers want this". He can push it through his distribution channel. Right? Other sharks are good infomercials. Lori Greiner's really good to QVC. If she sees a product, she's like, "I can put this on QVC and make a ton of money because I know exactly how that game is played". Right? So every shark has a different distribution channel they're good at. For us as internet nerds, right? What are our distribution channels? We have our email list, which is big. Which is still is probably the most profitable distribution channel we have in our company. So you have your email list, you have your social following. So your followings at Instagram, YouTube, Facebook, things like that. Facebook messenger was awesome for about a year as a distribution channel. And then it literally disappeared, it doesn't work very well anymore. For a while that was awesome. We were building up and having so much fun until it stopped being amazing. You know, they're always coming and they're going, I think text message is a big one. I'm going to be focusing on now, PushCrew's another one. So it's like, what are the distribution channels you can build to give you and your business stability? Because the only thing that we know is not going to change in our businesses is the fact that's going to change all the time. So anyway, that's what I share with you guys is just thinking about that. If you want us to come and play in the new distribution channel that I'm doing, which is this Community app, which I'm really excited for. Then, like I said, text me (208) 231-3797. Just texts me anything. You can be like, "Blah". And then it opens a live chat with me. And then you can ask me a question. And right now in the last 12 hours, since I launched this, I've answered hundreds and hundreds of text messages. Some people are freaking out, it's kind of fun. I won't be able to keep up the pace as they go from a couple of 100 people to a couple 1000, to hopefully a 100,000 people. But as right now, I'm trying to respond as many questions as I can. And I'm going to spend probably 20 to 30 minutes a day responding to questions. So feel free to come drop me a message and hopefully have a chance to respond to you personally. So I appreciate you. Thanks for hanging out. And like I said, give me a text. All right, thanks everybody, will talk to you soon.

Are potential clients excited to work with you after presenting them your offer?  In this episode you’ll learn how to create an offer that your client cannot refuse, make it a win for you and a win for the client, and increase your ability to charge a little bit more for your package. You’ll hear examples of irresistible offers and learn how to use them to keep existing clients happy and continuing to renew their contract. Here are some things we covered in this episode: How irresistible offers tip the scales in your favor and make clients want to work with you Eliminate the psychological barriers clients have to overcome to work with you that very first time Creating an upsell product in your offer Why you should think strategically during the sales call and when packaging your offer How to map out your irresistible offer Ways to thank ongoing clients for their long service together Why you should talk over your offer with another freelancer or your business coach After listening to this episode, share your action steps and take-aways with our group: Mastering Your Freelance Life With Laura Connect With Laura: Follow Laura on Facebook Join Laura’s Community Subscribe to the Podcast Subscribe to Laura’s YouTube Channel Read the Transcript: Hey, it's that time for another episode of the advanced freelancing podcast, today's topic is creating an irresistible offer. Now an irresistible offer is exactly what it sounds like. It's something that is so enticing for your client to want to work with you. That they're going to have a really hard time passing it up. Now you can use an irresistible offer really at any point during the freelance sales cycle with your client. But there are some times when it performs a little better than in other cases. So an irresistible offer is one of the most meaningful things that you can use when you're early on in the sales process with a client who doesn't know, like, or trust you already, there are a lot of psychological barriers they have to overcome to work with you that very first time. And so to tip the scales in your favor, one of the things you can do is present them with an irresistible offer where they have a lot to gain and very little to lose. This makes them excited about working with you, and it doesn't lock them into a long term relationship when they're not yet sure if this is going to be a good fit. Now using this like a sample job or a test job showcases your ability and your communication skills with the client, where it's a total no brainer for all of your other packages to continue working with you. So one irresistible offer can create another, and that is why these irresistible offers work so well with a client that is maybe on the fence about signing a bigger retainer or signing a huge project. Let me give you an example of an irresistible offer for a content writer. I have used this many times as the sample project or test job with my freelance writing clients, I offer to create a set number of blogs. So there is a clear output or deliverable that they're going to use, which is something we've talked about in our sales process together, me and the client, but then I'm also going to create something like titles for their next two blog posts or a one-month editorial calendar. (01:54): Now this works on a couple of different levels. First of all, it's essentially an upsell product. If I'm just giving them the initial blogs as the key deliverable, that's something they can take and run with, but I'm including additional material that makes it a big value add for them to sign on with me, but it also gives them the sense of, Hey, if she's creating an editorial calendar and these other blog materials, we're going to get what we need. And even if we decide this isn't the right fit, we have our next couple of weeks of blogging material planned out. So this is a win, win for the client because they know that they, even if they don't have the best experience with me, for whatever reason, they're still going to have something, a piece of the project that is valuable for them to use when this is priced the right way and takes a lot of work off of their plate. (02:40): It becomes an irresistible offer. They stand to gain a lot and lose very little if they lose because they don't like my writing style or something like that. They're still leaving with an editorial calendar or keyword research or photos that they can use in the blogs that they rewrite or some other suggestion, right? You can do a content audit would be another example of something that you could include along with your initial package. This also pushes the price up that you're charging the client because you're doing more than just giving them that key set of deliverable product at the end. So you stand to gain a lot here and risk very little on your end because you're not locked into a long contract with the client. Now, normally I'd recommend once you find a great client to work with, you want to stick with them. (03:26): You want to get them on retainer. You want to work with them as frequently as possible, but in these early stages, sometimes clients who've presented themselves as great fits really aren't that great of a fit. Once you have the chance to work together, I've seen this with a lot of my six figure coaching clients. They will work with a client that they're very excited to bring on at the beginning, but then it turns out that that team is really dysfunctional or the client never reviews the work product. And it really slows the freelancer's workflow down, or there's a lot of turnover at the company. And so the freelancer never knows who they're reporting to. Those type of systemic issues can be really frustrating for freelancers. And even if the client is giving you projects that you love and you enjoy creating the deliverables, if those issues are bad enough on the system side, it can make you wish you'd never taken on the project at all. (04:17): So the irresistible offer is designed to be a win for you, but also a win for the client because you can walk away and the client can walk away after completing the irresistible offer. And there's no harm, no foul, right? But having that upsell built into it is going to increase your ability to charge a little bit more and know that even if this doesn't pan out for the long run, you have been compensated fairly for a valuable project that the client can use at the end, if they decide not to work with you again. So as you can imagine, pricing of your irresistible offer is really important coming in out of the gate and saying, here's what I can do for $6,000. When the client just talked about a handful of things that wouldn't really cost that much, that's not going to go over that well. (05:02): So we want to also have this product competitively priced. Now I don't mean cheaply priced. I don't mean knock $200 or 15% off of your rate. The real purpose here is to have it competitively priced so that the client sees all of these sort of stacked value things that you're offering in the product and finds it even harder to back out of working with you because they see the potential of getting a lot out of that process. So this works really well when you're thinking about how do I get a client who's on the fence, or who seems really nervous about working with freelancers to tip over the edge and decide to work with me. So when you're mapping out your irresistible offer, think about complimentary services or deliverables that work really well with what you were going to propose anyways.  Don't add throw ways to this offer because that's not going to tip the scales in your favor. (05:55): The client has to like, even if the project falls apart, they're still going to walk away with something valuable that they can use. And so that's why things that are unrelated to your core service, but complimentary to the core service work really well. So for example, I wouldn't throw in one free blog post for my client as something that's part of an irresistible offer. It might convert a handful of people who could be interested in the feeling like they're getting something for free. That's a really difficult way to kick off your relationship because you're leading on price and they'll always be looking for a discount or getting something for free. Instead, I might include some other elements, like perhaps the copy to share it on social media, how this piece could be repurposed into a Facebook ad and a mini funnel for them that way they feel like they're getting dual purpose out of the material and I'm not throwing in something for free, right? (06:50): I'm charging accordingly, but I'm making sure they're going to get as much traction as possible out of the one thing that I am creating for them, I've seen a lot of website designers do this by adding on something really simple to their initial package. Their initial package includes the timeline and the pricing for them to build one website. But rather than just leaving it at that smart web designers add things like two weeks of email access to me after launch or a wrap up call 10 days after the website is pushed live to ask any remaining questions. And to have me train you on how to update things on your website, that's a super huge value add because it's not just about the deliverable. It amplifies the success of the deliverable, but it makes the client feel like they're getting a whole lot more. Now you're not going to come out and tell them, Oh, well, I would just do the website for 1500. (07:40): And if you add this other package, it's 1800, we're going to present the whole package together as one price for them to work with you on this initial project, it really puts their mind at ease and gives them confidence about your ability to complete the project. Ideally, the thing you're rolling into your irresistible offer as the value add is something that doesn't cost a lot of money or time for you to implement. So you don't want to pick, you don't want to say, well, I'm going to charge a hundred dollars more than I would for my base package. And I'm going to do a full content audit of their website and write up a four page report that isn't a good use of an upsell because it's not priced appropriately. So instead you want to think about how can adding this for adjustments to the price in the initial package, be a win for me and be a win for the client. (08:28): They're going to walk away with more tools or ability to interpret it or greater support access, or the ability to communicate with me and ask questions. And those are huge value adds that make it easier for them to use the end deliverable that they want. Now you can get a lot of information about what would be good to include in your irresistible offer by listening to the client on the phone, if there's concerns that they have, that the last freelancer was really hard to communicate with offer them 24 hour email turnaround service or something like that. That can be part of your initial project for as long as you're working together on this project. If that, that is their primary concern of how do I communicate with you? Are you going to answer me in a timely manner? That is an upsell that doesn't cost too much of your time. (09:12): So long as you've already identified, they're not going to push your communication boundaries, but it can be very valuable to the client. And it's super valuable to you because it doesn't involve too much extra work on your part to set up the parameters and boundaries of what that's going to look like. And ultimately for a client who is concerned about communication, that's going to be the perfect value add, which is what makes this offer so irresistible anyways. So here's the thing about irresistible offers. It's not that easy to create a templated one, unless you've sold tons and tons of them and you know what converts for your clients. So this isn't going to be as simple as saying, well, here's this irresistible offer that got one client to sign in five minutes. And so I'm just going to copy and paste and swap out the company's name in order to do it for a different client. (09:57): No, we're going to think strategically, what was the original project? What would make this be a bigger value add for the client? What would make them excited about signing on the dotted line? What did they say on the sales call that made me go, Hmm, that's an additional upsell. This client is going to see as a big value add and something that I should include in the proposal now, just because I've talked a lot about how this can be used with a brand new client doesn't mean that you can't use this. In other stages of the sales process, irresistible offers also work really well to thank ongoing clients for their long service together. I recently had the opportunity when working with a partner to put together a pretty substantial premium package for them to sign for all of the fourth quarter of the year. Now, the package in and of itself was really compelling, but one of the things they'd mentioned on the call was wanting to send one additional email. (10:50): And at the time that wouldn't have really fit in the schedule for the particular product that I was offering. But as I stepped back and realized that this has been a long term client who had recently done me a big favor, it gave me the opportunity to turn an original package that was compelling on its own into an irresistible offer. So after presenting the original package and thinking about this, I came back to the client when it had been a few days that I hadn't heard from them and said, Hey, I really want to thank you for your continued service and the opportunity to work together. I also named the favor they had recently done for me and said how much I appreciated it, that they had stepped in and helped me with this particular thing. And then I said to thank you for that. I'd like to offer you one email, that's going to fit in this particular slot. (11:33): And I just left it at that. And the client was so excited that I had gone kind of out of my way, a little bit, to provide them with a VIP service. They felt really special. Of course, that's going to be something they can use because they directly brought it up on the call. And for logistical reasons at the time, I couldn't include that in the original package, but it really them decide to resign and work with me again. So if you've got a client who is kind of on the fence about renewing their contract, or maybe hasn't always understood the service that you're offering and needs a little bit of re-education and restrategy, this is a good opportunity to retool the existing packages you presented to them. You're in a great spot to do this at this point in the relationship with the client, because you know them a lot better. (12:18): You've heard some of their concerns. You've given them reports about performance, or you've wrapped up other projects for them where you've gotten direct feedback. And that makes it really compelling and easy to turn what was a good package into an irresistible offer because you are personalizing it to the client, perhaps, you know, you threw in as a bonus last quarter, that you were also going to create a lead magnet or a mini funnel for your client. And it ended up performing really well. And they kept saying, wow, I wish we were doing more than one of these a quarter. Your irresistible offer might include two because, you know, from the client that it gets them results that shows the client that you're listening to them. And you're concerned about their business, having the best possible success that it can. And being the freelancer who helps take their business to the next level. (13:04): So irresistible offers, don't just have to work in that beginning of the sales process. You can bring them up with clients you haven't heard from in awhile, right? Maybe someone who looked at a proposal that was a little pricier and they couldn't imagine fitting that into their schedule or paying for the whole thing. Maybe you pair it down a little bit and position that as a holiday special or a new year special or something you're doing specifically for clients that you've had conversations with before, if it's a good fit for them, it makes it really irresistible to them. And they're very tempted to move forward on that project that maybe they tabled the core part of because your original quote was really expensive. So it can't just be irresistible to you. It has to be important for the client. It has to feel like a big win for them, the pricing on it has to be right. (13:49): So when you're beginning to just test this and think about it, it's a good idea to think of talking over your offer with another freelancer or your business coach, or even pulling in one of those clients that you've been with for a long time, who you know, is going to renew their contract. And you can say, Hey, I'm thinking about testing out an offer. That's something new. Can I run something quickly by you? Here's the current package I've put together. Does this seem compelling? Does anything seem off about it? This gives you the insight from someone who might be very much like your ideal client that you'd be pitching the irresistible offer to, and you get the chance to hear their input and make tweaks as necessary before it goes out to the intended audience. Now, I would only do this with a trusted partner. (14:32): Someone who's worked with you for a long time, a client that's maybe an ideal client that has had you on retainer for years and years, that will really make it that much more compelling and much more likely that you'll get a yes from someone who's essentially doing you a favor and to thank the client for giving their input, you might create your own irresistible offer for them the next time that they have an opportunity to renew their contract. So what's your irresistible offer? How are you going to price it? And how are you going to think about it with every new client that you interact with?   Meet Laura:   Laura Briggs is empowering the freelance generation. Through her public speaking, coaching, and writing, she helps freelancers build the business of their dreams without sacrificing all their time, family, or sanity. Laura burned out as an inner-city middle school teacher before becoming an accidental freelancer with a Google search for “how to become a freelance writer.” Since then, she’s become a contributor to Entrepreneur, Business Insider, and Writer’s Weekly. She worked for more than 300 clients around the world including Microsoft, Truecar, and the Mobile Marketing Association. She’s delivered two TEDx talks on the power of the freelance economy for enabling freedom and flexibility and how it’s being used to address the technical skills gap in the U.S. Laura is the host of the Advanced Freelancing podcast, a sought-after public speaker on the gig and digital freelance economy, and a freelance coach focused on aspiring six-figure freelancers. Laura’s books, courses, and coaching have reached over 10,000 people. As a military spouse, Laura is passionate about serving her community and founded Operation Freelance, a nonprofit organization that teaches veterans and military spouses how to become freelancers and start their own business.

How to get your business to TAKE OFF! I was a jack of all trades and a master of none. Are you like that? It’s like you know a bunch of stuff about a lot of different things, and you’re good at all of them, but no one recognizes you for that ONE THING. You don’t stand out from the crowd because no one sees you as a SPECIALIST. Want to know how to take the knowledge and expertise you have and quickly become the go-to specialist in your industry? Then you HAVE to listen to this episode of Marketing Secrets. ---Transcript--- Hey what’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. So excited to have you guys here tonight, I’ve got something really fun I want to share with you. Alright so, I’m not sure the best way to kind of pre-set this up. But I want to share this with you because I think this is why a lot of people struggle. In fact, looking backwards now, it’s always easier to look hindsight. But looking backwards, I think this is one of the reasons why I struggled for so long, for probably almost a decade. The reason why is because I was trying to do the right things. I was trying to figure out how to provide value for my customers. So I was learning all sorts of things. So as I was learning everything, I was trying to teach these things, trying to share things, which is good. I think a lot of times people like us, who are creators and who like to give and serve, it’s just kind of our nature to do that. So I don’t think it was bad, necessarily, but what happened, I started becoming a jack of all trades and a master of none. I remember that when I first started getting into the internet marketing business and teaching stuff, I looked around at the marketplace at the time, and there were people that were specifically good at one thing. Jeff Walker was good at product launches, Frank Kern was good as mass control, they had all these different people, I can’t remember all the names right now. Perry Marshall was PPC, Brad Fallon was SEO and everyone is good at their one thing. Then for me, I started learning all these things. John Carlton was copywriting, and I looked at all these people and they had one thing, but for me I was like, I was good at all those things. I knew how to do SEO and I knew how to do pay per click, I knew how to do the copywriting, I knew how to do product launches and I knew how to do all these different things. So I would try to sell myself, I would teach, I could do everything for you guys. And I would try to show them how to do everything. And what’s interesting, as I tried to show people how to do everything, it was hard to really grow and scale my empire, or whatever you want to call it. And it was always weird to me because it was like, oh you can go there and get that one thing from that person, but you can get everything from me, come to me. And I think just because I loved it all, and I geeked out and I wanted share it all. But because no one could ever look at Russell and be like, “Russell’s the guy who does this.” They were like, “Russell is this guy that’s teaching all sorts of stuff.” Because I didn’t specialize, no one ever wanted to come to me. It was really interesting, and it was always frustrating to me because I was just like, I felt like I was as good if not better than most of these people, but because I didn’t specialize it was harder to get people in. So that was me for a decade. I struggled because I knew I was good at all these different things, so because of that I wanted to do them all. Now fast forward to four or five years ago, whenever we started making this transition and as we launched Clickfunnels, I kind of became the funnel person. And it was strategic, because I was Clickfunnels it was like, “oh he’s the guy who does funnels.” And I started talking about it more, started sharing it more. I became obsessed with just that one piece. So because of that, I started just going deep into funnels. I think that if you ask anybody now, they look at me as, “Russell’s the funnel guy.” And I wasn’t the first funnel guy, I wasn’t….honestly, I’d been teaching funnels for a decade prior to that right. But for some reason, it was just one of the things in my tool belt, but it wasn’t the thing. But when it became the thing, it changed everything in my business. All the sudden people who wanted to learn funnels came to me. And I watched as my empire, my brand, my whatever you want to call it started growing dramatically. Now after I became the guy at this one thing, I was the guy at funnel building, what’s cool is I bring my audience is, but I can still do and still serve them in all the other things. But it all comes down to one core thing, funnel building, that was my thing. I was the guy about funnels. And then I can teach traffic, but instead of teaching traffic it was fill your funnel. Here’s how we fill your funnel full of people. I could still teach copywriting, but it wasn’t just copywriting, it was funnel scripts. Here’s how we do the copy for your funnels. I can still teach traffic generators, all these different pieces that I was good at. I can still teach them all, but they are in the context of this one thing, funnel building. And when I did that, you’ve seen how things grew. I was able to build, we were able to build software around it and trainings and everything else. Masterminds, and coaching programs all around this one thing, which was the funnel. Now once again, inside of that I can teach all the things I did before because now I was known for one thing that was the key. So that was kind of the first thing I wanted to share with you guys. But it goes deeper than that. Today I had a chance, my wife’s out of town at a funeral for her grandma, so I was home with the boys, so I spent a lot of time with them, which was fun. Then I also went and worked out on my own and kind of just had some time to myself too, so I was listening to podcasts, and one of the podcasts I was listening a lot to was Dana Derricks. His podcasts and one of his books and stuff like that, and it’s been interesting because I’ve known Dana now for probably two, maybe three years. He joined my inner circle and he spoke at Funnel Hacking Live this year. What’s interesting, when I met Dana, he was famous at the time for copywriting for Amazon listings. He was charging people 10 or 20 grand to write a listing in Amazon. And that was his thing. It was good, he was making really good money, but it’s one off things and he got tired of writing. So he was like, “I’m going to write a book and teach people how to do what I do.” So he wrote this book and then he was like, instead of selling the book for really, really cheap, I’m going to sell it for really expensive. So he started selling these books teaching people how to do Amazon copywriting for like $500-$1000 per book. And started doing better, gave him leverage, started making more money. But still the marketplace, it wasn’t the big market that he wanted. So then he transitioned from there to teach people, “You can write these really expensive books like I did.” So he created a book that he started selling for like $2500 that taught people how to write books and sell them for $1000 at a time. And that was a thing and it was doing well, but I don’t think it was ever huge. And then how he started selling that book, he got a strategy that I think he got from me, and I got it from Chet Holmes and it was this concept of the Dream 100. Chet Holmes, there’s one chapter in his book called the Dream 100 and then inside of my training, I think I’ve referenced it four or five times, I’m a big believer in the Dream 100. In fact, in my book Traffic Secrets, the foundation of that is the Dream 100, which is kind of cool. But then Dana took it and put it on steroids, he wrote a whole book about it, started doing it, did it for his own stuff and then started doing it for other people. And that became this new, if you look at Dana now, he has become the dream 100 guy. He has a whole back end thing for, I don’t know, 30 or 40 or 50 thousand dollars, where he actually does the dream 100 for you, and all these crazy things. He’s got his book on dream 100 and now that’s become his thing. He may transition again in the future, who knows. But for right now, that’s becoming his thing. He’s got the book on front end, he’s got the done for you or done with you on the back end, all these things, and he’s going deep, deep into this one little piece. This one piece that was a chapter in Chet Holmes book, it was a chapter of what I share and he’s taken it and gone deep and built this huge business out of it now, and it’s all just because he is now the dream 100 guy and he’s focusing really, really tight on that, which is really fascinating to me. I took my, here’s my scope of everything I could possibly do and when I took one piece of it and became the guy, when deep on that, that’s when everything blew up for me. For Dana, I think it’s the same thing. There was copywriting and then there was writing and all these different things, but when it became dream 100 traffic, this is how you get traffic, this is the best way to get traffic, the only way to get traffic, focus on the dream 100, dream 100, dream 100. That’s when things blew up. Now he’s got his dream 100 con coming out, which is a big event that he’s doing and all these things, but he’s going deep in that one vein and that’s where now people are coming in, because he’s the guy that does dream 100.  Anyway, I think that’s so cool. I saw recently also, Steven Larsen’s sister used to work for us, Marie Larsen, and she, and I don’t know everything, kind of her whole story. But what’s she’s done really good, I believe she was helping Steven with his podcast and getting published or whatever and she decided, “I’m going to become the podcast person.” So she went down and was like, “I’m going to come down and become the best person at podcasting.” So she did that. “I’m going to teach people to do podcasts, I’m going to help them do podcasts, I’m going to build a service around it. I’ll do my podcast about podcasts.” All this stuff, she started focusing on that one little piece, that one little sliver of the market, and because she’s now becoming that person people are coming to her and she’s helping them do podcasts. And she went from not making any money online to overnight to making, I have no idea her revenue, so I’m guessing, $5000, 10000 a month or more and just….because that became the thing. Another good one is Yara Golden who is a super cool person. She was doing relationship coaching and other things and having success in different pieces, but inside of the Dotcom Secrets book, there’s one little chapter about soap opera sequences and how to write these soap opera sequences, so she took that piece and started doing it for herself and then started doing it for friends and started having success and started geeking out on going deeper, deeper, deeper now. She’s like, “I’m just going to be the person who writes these really amazing email sequences.” And then she did it for one person and it blew up for them and then someone else, and someone else. And everyone started hearing about it, and right now she’s making, again I don’t know her exact numbers, so I’m probably not even, I know it’s well. I know it’s more than $25,000 a month she’s making writing emails for people and going deep into that. And she hasn’t even created a course or training or anything, she’s just doing this service and making more than a doctor makes because she went super deep on that one little skill, that one little piece. So for you guys, I think a lot of times we’re trying to become so good at everything, teach everything, do everything and that kind of thing, but look at the whole market, look at all the stuff out there and just pick the sliver that you could become the person at. That you could go the deepest, that you could be the best in the world at that one little thing. Figure out that one little piece and go deep. That’s the magic, it’s not in being a generalist who’s good at everything. You can do that, and you should do that, because it’s good to have your skill set there, but the magic comes when you specialize in a little thing. Look at doctors for example, the more a doctor specializes in a thing, the more money they can charge. I’ve got a lot of people who live around me that are doctors and the ones that go to more medical school to specialize in a tinier thing, make more money than the generalists who are able to fix kind of everything. So that’s the mindset I want you guys thinking through. In your market, how do you become the person, the sliver, the one little piece that you’re going to own, it’s going to be your thing, that you do better than everyone else, that you can geek out on. So when someone’s like, “What does so and so do?” “Oh he’s/she’s the person that does podcasting.” “..that does email sequencing.” “…that does weight loss for teenagers.” Whatever it is in your market. What’s that thing? Find that thing. And don’t be nervous, “Oh it’s such a small segment.” The smaller it is, the more specific, the more specialized you become, the more valuable you are. When I became, when I was Russell Brunson, the guy who knew every type of marketing known to man, I was a generalist and I didn’t get paid what I feel like I was worth. When I specialized and became the funnel guy, that’s when my income exploded. After you understand that, then it’s like you can layer on other things within the context of that, but you do it all from the same foundation. Like I said, with funnel building with me, that’s my thing but I can lay on copywriting, I can lay on traffic, lay on these other pieces still but they’re all tied. You’ll notice I pretty much have funnel in every one of my podcasts now. Funnel or secret, those two words are mine, they’re in everything, because those are the things that tie back to the one thing I’m the best in the world at. So for you, just think about that. What is the thing you can become the best in the world at, and the smaller…you think about Dream 100 that’s such a small thing. For me it was a page and a half of one of my books, that’s as much effort I put into that. I wouldn’t have thought you could build a huge business with it. Because someone took that piece, that sliver and went super, super deep, boom. Dana’s building a multi-million dollar a year business out of it. Yara took Soap opera sequences, that one little piece, five or six pages that she learned and then went deep with it, boom $25,000+ a month coming into her, just for writing emails. She’s beginning this journey that’s going to turn into a multi-million dollar business by actually doing this service and training and teaching all this other stuff around it. And then with others as well. So just think through that you guys. Just start thinking about that for yourselves. You don’t have to be good at all these amazing things, just pick the little sliver that you’re going to become the best in the world at and go deep there. And the deeper you go, the more you master that craft, the more people are going to come to you because they’re going to want that thing because you’re the best in the world at that piece. So I hope that helps. I appreciate you guys all. Have an amazing night and we’ll talk to you guys again soon. Bye everybody.

Today’s guest Katherine Kendall, is an actress most known for her roles of Dorothy in Jon Favreau’s “Swingers” and The Counselor in the cult classic “Firefly”. She is also a photographer and an artist. She was one of the first women to come forward about being sexually assaulted by Harvey Weinstein in Jodi Kantor’s article in the New York Times on October 10, 2017. Since then she’s been interviewed on CNN and several other news outlets, as well as documentaries. She’s been a keynote speaker, and participated on panels about emotional and sexual abuse around the country. She is currently hosting her own podcast called “Roar with Katherine Kendall”. It focuses on stories of courage and resilience. Today we talk about the lessons she’s learned that enable her to run a busy & healthy life as an actress, and as an advocate. Enjoy!   ***CORONA VIRUS EDITION***   In this episode Peter & Katherine Kendall discuss: 1:03-  Intro and welcome Katherine! 2:20-  When were you diagnosed? 6:00-  On learning how to prepare for work and the benefits of hiring out for help 9:40-  On setting reasonable expectations and standards for your ADD or ADHD self! 11:30-  What advice would you give to someone who is trying to come forward about something, but is afraid of what other people are going to say? 13:50-  On “what other people think” 14:20-  On the importance of good friends 14:40-  Tell us about your podcast “Roar with Katherine Kendall”!! 17:00-  On keeping it real on Social Media Speaking of which; find her podcast here: Roar with Katherine Kendall and @roarwithkk on Twitter, and roarwithkk on INSTA and on Facebook 17:20-  Thank you Katherine! And thank YOU for subscribing, reviewing and listening. Your reviews are working! Even if you’ve reviewed us before, would you please write even a short one for this episode? Each review that you post helps to ensure that word will continue to spread, and that we will all be able to reach & help more people! You can always reach me via peter@shankman.com or @petershankman on all of the socials. You can also find us at @FasterThanNormal on all of the socials. STAY HEALTHY - STAY SAFE - PLEASE WEAR YOUR MASK.. until next time! 17:45-  Faster Than Normal Podcast info & credits As always, leave us a comment below and please drop us a review on iTunes and of course, subscribe to the podcast if you haven’t already! As you know, the more reviews we get, the more people we can reach. Help us to show the world that ADHD is a gift, not a curse! Do you know of anyone you think should be on the FTN podcast? Shoot us a note, we’d love to hear! We have a new sister video cast called 20MinutesInLockdown! A video podcast devoted to learning fascinating lessons from interesting humans all around the world, all in 20 minutes or less!  20 Minutes in Lockdown was born in early April of 2020, when we were in fact, in lockdown, and couldn’t do much of anything. Realizing that more than ever, people could benefit from learning from people outside of their comfort zone – people with interesting stories to tell, people with good advice, people with useful ideas that could help improve lives, we started hosting short Facebook video interviews, and we grew from there. (Plus, you can actually see my hair colors change before your very eyes!) Check it out:  www.20MinutesInLockdown.com   TRANSCRIPT: Hey guys, Peter, Shankman welcome to this episode of Faster Than Normal, thrilled that you are here as. Always good to have you. It is a hot and muggy day in New York city. It is early August. We're actually recording this the day before my birthday. Uh, I will be turning 48 years old tomorrow and could not care less. So with that said, we have a fun, fun guest on the podcast. I met Katherine Kendall. Probably two years ago, maybe even two and a half years ago, we were both speaking on a panel about, I believe it was right at the beginning of the, when the me too movement first started gaining traction. She's an actress most known for her, at least I knew her from her role as Dorothy in John Primroses’ “Swingers” And she was also the counselor in the cult classic “Firefly”, which let me tell you, we got some Firefly people on the spot who love this podcast and they're going to freak right now. She's a great photographer and an artist. She was also one of the first women to come forward, being sexually assaulted by Harvey Weinstein and Jody Kanter's article in the New York times back in October of 2017, since then she's been on CNN, several other news outlets, documentaries. She's a keynote speaker, she's participated on tons of panels about emotional and sexual abuse around the country. Um, I, I follow everything she does. She's currently hosting her own podcast called “Roar with Katherine Kendall” and focuses on stories of courage, courage, and resilience. So live from LA. Hello, Katherine. How are you?    Hi, how are you? It's great to be here.    I am so glad you're here today. It is great to see you again. Um, yeah, it's, it's, it's, you know, being a podcast with ADHD and ADD; I know that you have ADD as well, and you've had it all your life as well. And I'm curious let's let's just sort of kick this off- were you as a kid, you weren't diagnosed until you were older, right?    Yeah. Not until I was a lot older. And I think that what helped me as a kid was I was a ballet dancer. So I had this place to put myself like physically is where I excelled. And, um, you know, I was always the kid that didn't want to sit down in a desk for very long. I never could sit at a desk and do my home and my homework, like I had to walk around the house, go, you know, just, I mean, you know, like even memorizing lines as an actor, I have to walk to memorize them. It's just, it's really hard for me to, uh, just, you know, sit, sit still and, you know, just be like a good student. Um, and it was, but I didn't know that it [ADD] was a thing until I was older, um and some of the ways that also gets it happens for me is I'll get like confused on, on dates or organizing things. I have to work extra hard, you know, my calendar. I have like reminders everywhere and I'm the kind of person they'll be like, no, it's Wednesday, it's Wednesday. And we're like, no, it's Thursday. I'm with it. I'm just not, you know, always the organized part is not always, I think, I think online for me.    That definitely affects a lot of people. I mean, we see that all the time. I can't tell you how many people I've interviewed or even myself, you know, when I absolutely positively 100% intend to do something it's in the calendar and 14 reminders. And the next day I'm like, crap. I think I was supposed to do something yesterday.    Do you have that too? I know that it affected my confidence later in life. I was like, this is not me that, you know, because people think it's, it's something you're doing unconsciously cause you don't really want to do it or it means something. And when you're sort of thinking now it doesn't mean anything; I really genuinely forgot. And then you feel like you're not smart or something and that's the worst- cause then your confidence starts to spiral.    There is and huge connection between ADHD or add ADHD and imposter syndrome, where you pretty much assume that the majority of the things you've done where you've been successful have, obviously you've just gotten really lucky. It's all been a fluke, right. And there's no way you'll ever be able to do that again, because look at me, look at who I am.    Totally, that's so true.    So I assume that as an actress, that must be difficult as well. When, you know, you're constantly going up for roles and, and, and, you know, there's always that, that potential that you're going to get turned down or, you know, and, and that, that must ha how do you, when you're ADHD, when your ADD a lot of times, you, you are constantly way too hard on yourself, how do you deal with it um, in that role where you con you know, you might get turned down into 10 times.    Yeah. I mean, that's been a, I feel like being an actor has been some kind of life lesson to help me deal with, with exactly that so that I've had to teach just myself not to take things personally or what to take personally and what to work on and what to absolutely not take personally. I mean, with parts, you know, they're not always hiring the most talented person or, you know, There's sometimes they're hiring the person with red hair or blonde hair, or who's tall enough or who's the right age to be the mother of that girl, or, um, and you have to kind of know that there's so many other things that go into what gets you the job um, that have nothing to do with how well you did, you can only like- your part is that you can, you can control the work you do before the audition, but the rest of it, you have to learn to say it isn't personal and it's difficult, but it's a good lesson to learn. Cause it's a, it's a life lesson, like not taking things personally.   And is it something that you're constantly struggling with? I mean, have you mastered that or is it still..?   Yeah, I'm so much better. I mean, it is, it's really remarkable. Um, I don't think I had any concept of that when I first started acting and everything was personal, it always hurt and things still hurt don't get me wrong, but I'm much better at sort of having a Teflon sort of skin about things. And, um, I also, I think. Yeah. The, the, the way I talk to myself about things is better. One thing I do the ADHD part also for me is the memorizing of lines. I'm like, yeah, they're getting all that ready for the audition. I, I, I really need to get myself more time than the average person, even if I'm in an acting class, I'll ask for my, my, my scene ahead of time so that I can really, I need more time to memorize, um, so that I can do my best job. So preparation-learning to prepare is so been the hardest part. Cause, um, if I think I can do it at the same rate that other people can, um, I'm kidding myself and I'm setting myself up to fail.   That's an interesting point because a lot of times. People in the workforce are afraid to step up and say, Hey, I need some extra accommodation here, but in the end, the extra accommodation allows you to do your best work, which allows the employer to thrive.    It really does. I mean, I'm, I'm still learning it, but when I see other people do it and they do it effectively, I'm like, Oh, that makes so much sense. I remember I did a job and this guy had, he had an assistant, which I had not even heard of at that time, who literally just ran lines with him. And I was like, you know, that's crazy! I didn’t know that you could do that! And I thought, well, that's worth it; I would pay to do that. Like if that's my issue and I need that once I'm on the, on the job that that has to be there, or you can't waste people's money and time by not knowing your lines. Yeah. Why not get an assistant, why not hire that out? And I was, so I kind of admired him for just calling it what it was and taking care of himself that way. So he could be awesome.    One of the things that I've seen, um, that I've found to be just 100% true. Um, everything I've done lately, since, since I was diagnosed, is that if I can hire it out, if I can farm it out, if it's something I'm terrible at and I can pay someone to do it, who's better at it than me. That is always good money spent.    I think so too. I think there too. And I think it's fair to not hold ourselves to this standard of this person who can do everything themselves. Um, I don't know who that person is. Well in my life is my mom. She can do that, like a perfect person who can do everything. Like she's never, she doesn't have ADHD, she can read a book, you know, without having to put it down ten times, you know, she's just, um, Can focus. She can all those things that I've had a hard time with, but if you don't compare yourself to her and I joke with her about it, you don't compare yourself to someone or some, some person who has sort of abnormal standards. Like, the rest of the world is, is flawed in the rest of the world is doing what they have to do so they can do their best. Why are we so hard on ourselves? Why do we make it so difficult? Why are we trying to be like these wonder people that can do it all? I don't know what that is. Do you think that's like an old idea from, from our parents' generation or something that you have to do everything yourself?   I think it's partly that. And I think that it's also the fact that we look around us and we tend to only see everyone else's highlight reel. We never see their day to day struggles. Right? You know, you don't post the crappy really bad at you post the you know, the best parts and you have to learn that that's not reality. You know, it's what I heard a quote. Once don't don't compare your chapter two to someone else's chapter 10. Oh, that's good, right? Yeah. I'm sorry. Go ahead.    I was just going to say everybody has something that they can't do, you know, like even doing all these Zoom meetings now and stuff, my mom is like, wait, I don't know how to do my hair and makeup. I don't know how to, I have to lead a meeting and we're, I don't even know how to set this up and how, Oh, you know, she can't do everything, you know, it's like, you gotta remember, like, there's always an area where somebody is not their thing and you might have a thing where you shine and you can help them. I    I'm I'm I, what am I really good at? I'm really good at like riding my Peloton bike a lot, but anyway, let me, yeah, throughout the past five months, this of his nightmare that we're all in. Let me switch topics for a second. When you came out in, um, uh, October of ’17 Jodi Kantor article about Harvey Weinstein, which was before his fall from grace, right. He was still king back then, um, perceived to be. And that was, uh, a really risky moment for you and, you know, personally and professionally, and, and, and I've read, I think I've read it somewhere where you talked about being scared to do it, but you did it, and, what advice would you have for people who are trying to come forward about something or just trying to tell their story and are afraid aren't doing it because they're afraid of what other people are going to say?   Yeah, that's a great question. Um, I would say that for me at that time, part of it honestly, Peter, is being the age that I am, that I was, you know, I'm. I was 48, I think at the time or 47. And I had lived with this truth about what he did to me for so long. I really didn't care anymore. What Hollywood thought or what my friends thought. I knew that people that I knew in my close circle loved me and cared about me. And that's all I really needed to know. The rest was just the truth, which is that he did it. And if it was going to help other people that helped me, like, I don't know if I would have done it in a vacuum all by myself with the New York times, just me, Katherine Kendall, talking about it. But knowing that I was backing up other women that think my story was so similar to theirs and they needed it that did help me, but also knowing that, knowing in my heart that it was wrong, and then not caring, living too long to care anymore about where those pieces fall, because you know, if it's like, if you don't like me because of it, I just don't care. I know it's wrong and I can't make it right. I can't make what he did. Right. Um, I've tried to do that for 20 years and it's still wrong, so I can, I can have that courage to know that like, um, that kind of emptiness, that the quote comes to mind, like the truth will set you free. In that moment I knew there could be a lot of backlash and I knew that, but there was that feeling, that small voice within me was like, yeah, this is right, this is the right thing to do.  It's interesting. It's kind of, yeah, no, go ahead. Just listening to that little voice inside the quiet voice. The one that actually says, yeah, this is right, you know, drowning out all the noise and all the things, because I don't always think that, you know, going to the press about everything is the right thing to do- in this moment with this situation, this was right.    It's interesting that you bring that up because one of the things that I discovered about my own ADHD when I was going through it and realizing that I did things differently than other people is the second I stopped caring about what other people thought was the moment I was free. And it's exactly what you said. There's that trusted circle. I have my parents, I have my daughter. I have, you know, my daughter's mom, girlfriend, whatever, people like that, who are, whose opinions are important to me and everyone else, you know, I had someone, someone once told me: “Do they help you pay your mortgage? No? Then fuck’em”.    Yeah. And with me, like, you know how people say like believer or whatever, I don't really care if people believe me, the people I know in love, believe me, you know? And, and I know, you know what I mean? So you have to be willing to let it go, I think. And, and like, yeah, completely just not care about what other people think when you're really standing in your truth, what other people think does not matter.   Incredibly brave, incredibly brave.  We have a couple of minutes left, please tell us about your podcast “Roar with Katherine Kendall”    Yeah. So, uh, I, I kind of fell into it. Actually. One of the other women, her name is Louise Godbold. She runs a trauma center here in Los Angeles. She's also a Harvey Weinstein survivor. She was putting on a huge conference with a bunch of different experts and trauma survivors and she asked me if I would do a podcast interviewing like 12 of them. And so I started that and then I kept doing it and then I really found it to be so.. I love it. So I get so engaged and I, and I, I really find it fascinating. Maybe my ADHD thing is probably like my ADD, can I get for a half an hour? I was like super me, um, and I love bringing out and highlighting other people's moments of courage and other people's moments of resilience and think that, and there's so much still to learn on this subject. And so I want to, you know, I'm going to be interviewing someone who wrote a book on consent for addicts, teach it to children and teenagers, you know, I think these are important, these are important times because there are different times. It's not what we had when we were growing up. So we have a new framework and we all have to sort of learn some new rules of the road here. And it's just an interesting how if I can help bring that along then, it's, it's fun.   Very cool.    It's surprising. But it's also fun to do during the pandemic;    I would say that's a given, right? I think if I have, you know, let's talk on zoom and no, please, let's not, um, how do we find it? Anywhere we get podcasts?   Anywhere you get podcasts! “Roar with Katherine Kendall” and yes, I want you to be a guest too!    That'd be awesome.    And ask you your, your, your stories of resilience and courage and which I know you have a lot. I mean, it's, it's courageous of you that you put yourself out there on social media and the way that you do, like you're, you've done such an amazing job with all of that. I think that's admirable.   Thank you…   I don't think it's easy to put yourself out there.    It's not, and it's also not easy to censor, you know, I don't want to share the things that bring people down, I just wanna, you know, again, hit the highlights, the good stuff, right? But you gotta be honest about that either, either honest or it's fake, you know?  You gotta be, if it's not real, what's the point. Right?  Right!  Katherine Kendall, thanks sooo much, [this has been amazing]! I really appreciate your taking the time! Guys, as always, if you like what you heard.. you've been listening to Faster Than Normal. Every week, another amazing story from amazing people like Katherine today! We will be back next week, stay safe and healthy. Just wearing the mask. Stop complaining, wear the goddamned mask, and we will see you guys soon. Thank you so much for listening, we'll talk later. 

Are you losing clients?  Do you have clients decreasing the packages and projects you are working on? Especially during the pandemic, you have to be adaptable and ready to pivot. Being proactive and communicating with your clients and knowing what is most important to your client right now can prevent them from pulling the plug. In this episode, you will learn how to stay ahead of your client and be clear about the accomplishments you are making and the return on investment that you are delivering. Here are some things we covered in this episode: What clauses you should have in your contract When to give your clients grace When to expect your clients to pull back Why you should be proactive in how you communicate with your clients The importance of sharing wins with your clients Sharing reports with your clients to explain their return on investment When to reach out to clients for contract renewal Be adaptable and ready to pivot during the pandemic Be strategic and specific in what you offer to your clients Know where your clients can get wins right now How to have conversations to get a sense of what you can offer your client The importance of a monthly or quarterly recap of accomplishments How to respond to a client that wants to decrease After listening to this episode, share your action steps and take-aways with our group: Mastering Your Freelance Life With Laura Connect With Laura: Follow Laura on Facebook Join Laura’s Community Subscribe to the Podcast Subscribe to Laura’s YouTube Channel Read the Transcript: Hey, Welcome back to another episode of advanced freelancing. It's been quite a while since you heard from just me. Right? Well, get ready. I've got several solo episodes coming your way. And due to listener requests, I'll be transferring back to more solo episodes in the near future. So you'll still hear from some freelance experts from other communities in places from time to time. But it's very clear that most of my listeners love listening to some of these solo episodes, kind of peppered in with expertise from other guests. Today. I want to talk about something that's really challenging for a lot of freelancers and seems to be coming up a lot more now as a result of the pandemic, what do you do when a client wants to pull the plug wants to cancel or wants to decrease the packages and projects you're working on now, any business can make this decision for any reason at any time, right? Sometimes they might just be going through a challenging time with their company. Their marketing budget has been decreased. They're pivoting and offering something entirely new. There's really so many different reasons that companies can naturally come up against the situation. But of course, anytime that we're facing a recession or something like the pandemic, when questions are being raised about any project that's on the table, in any expense in the business, you can definitely anticipate this becoming more likely with some of your clients. Now, just because a client wants to have a conversation about decreasing or dropping the project entirely doesn't mean that's the end of the story. Now, definitely. If this is a bigger client and they've already talked about it with their internal team and come to the decision that the project needs to halt entirely, or they need to cancel the contract and pay the kill fee for canceling early. There's very little you can do at that point in time, but you want to get to the point where that is very rare, right? We don't want our clients blindsiding us with information that they've decided to cancel everything and throw out the baby with the bathwater with no notice for us. Most of you should have clauses inside your contract that require the client to give you a certain amount of notice. Now, if their business is going bankrupt if they're shutting their doors if this has happened to me if the owner of the company passes away and it's really influx, who's going to take over. Those are situations where you might not get the required notice. And you probably want to give your clients a little bit of grace. If they're going through something especially difficult, but otherwise your clients should adhere to what's listed in the contract. As far as how long with advanced notice they need to give you that the contract is ending. So it's most likely to happen towards the end of the month towards the end of the quarter and towards the end of your contract, right? Because these are naturally times when companies and teams are going to be taking a look at where they're spending their money or monitoring performance of campaigns to make that decision. So you never want to let your clients get to the point where they are having those conversations without any input from you. This does not mean that you are there and are present for the actual meeting. No, it actually means that you are doing some outreach prior to these natural endpoints where you're sending the client a report you're discussing what's gone well, and what can be improved, where you've made some type of outreach, essentially, where you haven't let the situation just set it and forget it, right? That's what we don't want is to deliver work for our clients. And then at the end of a three-month contract, one week before the contract is up, when you realize you need to get it to renew, that shouldn't be the only time you're reaching out to your client to initiate the renewal conversation. You want to have a positive relationship throughout the length of the contract to make it much easier for them to be excited about reconsidering it. And if there's no input from you, their team is looking at this in a very simple, there is no gray area situation. They're looking at, what is their return on investment and how much money are they spending on working with you? If you've listened to this podcast for any amount of time, I always talk about if you are negotiating only on money or on price, it is nearly impossible to back yourself out of that corner. And so we don't ever want the conversation to be only about the amount of money that they spend on your projects. This is especially true when you're working on things that are a long game, like growing an organic social media following or SEO writing or things that just take some time to get traction. We want to set our clients up with reasonable expectations when they start working with us and keep in communication with them over the lifetime of the project. So that you've kind of set yourself up for a win with the renewal conversation. You're not waiting until the company reaches out to you about the conversation. You are reaching out to them a few weeks in advance to discuss some of the achievements that you've already had. Now, if you have got some big wins for the client since you started working together, this anticipating a renewal conversation should definitely include that. Let's imagine that you're a writer who published articles for a client. And those got picked up by traditional media and shared all over the internet or went viral or had hundreds of comments, or really got great engagement on Facebook. The client probably told you about those accomplishments, or you saw them organically as you worked on the project, but now is the perfect time to remind them of some of the wins you've gotten because at the end of a contract, it's so much easier for a client to look back and go, Hmm, I don't really remember all the great things that happened, but I do remember how I wanted this to perform better or there's any other negative aspects. You don't want the conversation to be about that. So direct the conversation pre-renewal by highlighting some of the things you've done well. Now, if your client seems open to it, i.e. they haven't had a company-wide meeting and already made the decision to cancel your contract. This preemptive work will really set you up to at a minimum, have a conversation with the client about what their next step is. And it's very possible that in light of the pandemic or other issues, the package that you proposed previously doesn't work anymore. It might not be as simple as just renewing what you're already doing. You have to be willing to pivot and be adaptable in these situations because all businesses are being asked to, to do those things. And so you have to pivot and be adaptable on behalf of your clients, by thinking carefully about what they need the most right now. So if that is something different than what you proposed three months ago, six months ago, a month ago, bring that up to them and suggest different things that might be more helpful. I'll give you an example from one of my coaching clients, there was a prospective client for this coaching client that really wouldn't benefit from the current offerings that the freelancer had. And I've had the situation myself recently, where normally I would recommend blogging to just about all of my clients, but I was working with an attorney who just had no website presence at all. It made no sense for the first thing I recommended to him to be, yes, you need to be blogging eight times a month. He didn't even have the website structure built out properly. He had no technical SEO elements on his page. And so when I wrote the proposal, it was very specific to where his business was at right there. And when my freelance coaching client went back to the prospective client and said, you know what? I don't think that blogging, you know, continued blogging is going to make sense for you. What I am going to recommend is writing great lead magnets and having some email newsletter copy, because you've already built up a following on your email newsletter list. And this is going to be the place where you can get the most sales right now. So as freelancers, it's on us to be mindful of situations happening in the greater economy and marketplace that are forcing our clients to have tough conversations. We have to be there with them. And in order to continue on the path of being taken seriously, as a true partner of your freelance clients, you have to be willing to pivot and adapt to. If you've known for a couple of weeks that your client is struggling financially, but they really believe in your work. Don't just turn around and offer them a renewed contract at the same rate, with the same volume of work, be sensitive to that, think about where they can get wins right now, what is really going to be meaningful for their business right now, this gives them a chance to feel that continued positive relationship with you, that you have their best interests in mind, that you're not just selling things to sell things you're being very strategic and specific in what you offer to your clients. So if a client brings up to you, this idea that they're thinking about decreasing the contract, one of the best things you can do is try to have a conversation around this and not over email, an actual video conversation or a phone conversation about some of where the challenges are at. They may be misperceiving things, and you want to have the opportunity to correct that before they make a rash decision, like ending your contract altogether. So for example, maybe the client had unrealistic expectations about how a Facebook ad campaign was going to perform or how involved it would be to truly update all of the development tools and plugins on your website. If they had unrealistic expectations. And those weren't caught at the beginning of the relationship, they might simply be thinking about ending things because the project just isn't where they anticipated it to be. So if a project has gone off the rails, this is a good chance for you to step in and say, this is where we're at right now. Here are the next couple of things we're focusing on. And here's when you can expect to receive them, having conversations with clients, we'll also give you access to data that you will not find anywhere else. You will get a really good sense of what you can offer to the client, if anything, just by having these conversations, right? So it's really up to you to be the one to take that forward action step, to ask the client, if you can chat about things to do a monthly or quarterly recap of all the things you've done within the project, it makes them feel good that there's still forward progress being made on some of their goals and remove some of that easiness about just saying, you know what, we're going to cancel this project altogether because it's a money issue. Now, if you get on the phone with your client, you're hunting for information about why they're not happy, why they're thinking about decreasing things. If there's something that you're at fault for in this conversation, by all means, own up to it. Just simply say, you know what? I do apologize for that. These were the circumstances around how that happened, and here's what I've put in place to make sure that isn't going to happen again, or here's how we've gotten back on track. Since that point, if they were hoping for different results, you can kind of talk about some of the things that might have contributed to those results or not. Right. Um, I definitely have seen a lot of the metrics with my clients around the pandemic. They're all over the place, right? Like web searching, podcast listening, it's all over the place. And so it's much less consistent than it was in the past. And it's your responsibility as a freelancer to have those conversations with your clients and say that, you know, this is the reason why this has happened. And here's how I've pivoted our strategy a little bit, um, to be mindful of that. So as an example, running Facebook ad campaigns for a company, one of the things that I've learned recently is because people are on their phone more they're at home more, they're spending a lot of time online, a lot of time on social media. They're more receptive to ads in some cases, but they're also much more likely to get annoyed with ads if they see them too many times. So Facebook measures something known as a frequency score, which is how often the same people are seeing the same ad. And if you see the same ad on Facebook or anywhere else over and over, it just annoys you to a certain point, right? You've seen it. You've already made the decision not to engage with it, and that can decrease the effectiveness of your campaign. So where previously my strategy might have been to swap out the copy and creative on Facebook ads every couple of months, that's become more frequent. Now, as I watched that frequency score very carefully, and I'll tell my clients like, you know, some of these strategies we've implemented that have been successful in the past in nonpandemic situations or whatever situation is going on. They're not working right now. And here's how I'm going to recommend that we pivot and adjust that this is where your client sees you as a strategic partner. You have their best interests in mind. You're recognizing when something isn't working and you're adjusting it. Now, if a client just wants to decrease the quality and cost of their overall project, working with you, it is your responsibility to think about whether there's any way to salvage the relationship. If it could do a great deal of damage for them to quit altogether, you need to tell the client that, and not from the perspective of, I don't want to lose your income as a freelancer, but from the perspective of this is important for me to tell you that if you choose to stop working on your SEO efforts, if you suddenly stopped posting on LinkedIn, when you've built a great following there, there's going to be impacts from that. That will be very hard to build back from once you make that decision. So you might not recommend that the client proceed exactly as they were prior to making the decision to drop or decrease the size of the project. But what you are going to do is to make some recommendations with what I call things going on low maintenance mode, right? Maybe it's not achievable for them to be posting on LinkedIn every day. Maybe it's not affordable for them to be paying you to post on LinkedIn every day. This is where you put on your hat as a strategist and say, how can I salvage this relationship? Not only to make sure that I keep the relationship and some of the revenue from it, but do the thing that the client needs the most right now, if people aren't engaging with their posts on LinkedIn, the way that they were in the past, maybe you recommend dialing it down to just two times per week. That way they don't lose all of the traction. They'd built up by being really active on that platform. But you're also not stressing them out with a high bill, paying a freelancer to do it five times a week. So see how important it is to get on the phone and have these conversations because your clients want to hear how you strategize through things. They want to hear you own up to when things maybe aren't performing as well, or the project hasn't been delivered as well, or communication wasn't as professional as they anticipated, but that's not where you leave it. You leave with a next action step of what you recommend they do going forward. And when you can do this, honestly, with integrity and recommend things that are going to benefit the client. Now, even if that does mean honoring their original request to cancel the, or decrease the size of the project, it's far better to do that than to come across as desperate and trying to keep the relationship just for the sake of keeping it. So there's lots of things that you can do when a client talks about needing to be mindful of their budget or being concerned that they're not getting great results, but you don't want those conversations to happen after it's too late, you need to be proactive in how you reach out to your clients and how you structure these conversations. You might just be able to save a relationship altogether. Now, listeners, many of you already know that my second book, The Six-Figure Freelancer is coming out on October 20th, 2020. By pre-ordering the book you'll get four exclusive bonuses and you'll be involved and entered in giveaways and other opportunities for prizes. You can learn more about those bonuses and the book by going to sixfigurefreelancebook.com. Thanks again for tuning in. Meet Laura: Laura Briggs is empowering the freelance generation. Through her public speaking, coaching, and writing, she helps freelancers build the business of their dreams without sacrificing all their time, family, or sanity. Laura burned out as an inner-city middle school teacher before becoming an accidental freelancer with a Google search for “how to become a freelance writer.” Since then, she’s become a contributor to Entrepreneur, Business Insider, and Writer’s Weekly. She worked for more than 300 clients around the world including Microsoft, Truecar, and the Mobile Marketing Association. She’s delivered two TEDx talks on the power of the freelance economy for enabling freedom and flexibility and how it’s being used to address the technical skills gap in the U.S. Laura is the host of the Advanced Freelancing podcast, a sought-after public speaker on the gig and digital freelance economy, and a freelance coach focused on aspiring six-figure freelancers. Laura’s books, courses, and coaching have reached over 10,000 people. As a military spouse, Laura is passionate about serving her community and founded Operation Freelance, a nonprofit organization that teaches veterans and military spouses how to become freelancers and start their own business.

Today’s guest Rachel says:  I was a distraction. I could be disruptive. I used to think this was the way it was always going to be.  I used to believe the labels that had been assigned to me through my life were who I was. My brain was like popcorn and would work at four million miles per hour. I really thought this was my identity and who I was. I had allowed myself to be defined by the labels and experiences, rather than using them to shape me. I believed I would never be good enough because ‘that’ was who I was, and you can’t change …. Or can you? Powered by a supercharged ADHD driven mind. I am sharing the motivation, inspiration and perspiration from the university of my life.    I’m Rachel Young, I was put on this planet to make a difference to people’s lives and to get people moving, both physically and mentally. I am a highly motivated (and very easily distracted) character.  Simply put, I love the fitness industry and I love nothing more than helping others to become the best version of themselves.  I have over 30 years of experiences, stories, highs and lows from my adventures in the fitness industry. I am driven by people but results are key and that is what I deliver. I’ve worked around the world in exciting, high profile roles and love nothing more than meeting new people and enabling others to achieve their true potential.  I am passionate about fitness, health and wellbeing; physical, mental and emotional - you can’t be truly ‘well’ unless you focus on them all. This passion is backed up by my knowledge and expertise in all things programming, training, education, products, member experience and retention. I am an innovative motivator who thrives on rising to any challenge; I love a challenge and the thrill of the chase. I am ferociously committed to sharing my experience of refocusing, rewiring & redefining myself, my personal development, my life experiences and my life in the fitness world, with the intention of making an impact on you. My videos and stories are underpinned by my personal story of self development, acknowledging my ADHD traits and how, by harnessing these, I have been able to make dramatic change in all aspects of my life. I have had incredibly dark times in my life as I am sure we all have. I have worked through these and have grown to understand and appreciate how our brains works, especially in challenging times. This journey has been an incredible roller -coaster; it hasn’t been an easy ride, but it certainly is worth it! Lockdown forced the extrovert to look in, there were no distractions or excuses to make - its was finally time to bring all the learning together and launch my website: https://www.areyousupercharged.com/    Today we’re learning about physical, mental and emotional health. Enjoy! ***CORONA VIRUS EDITION*** In this episode Peter & Rachel discuss: :55-  Intro and welcome Rachel Young! 1:29-  Tell us your story! 4:08-  When you are labeled in school as “one of the naughty kids” it almost becomes a self fulfilling prophecy doesn’t it; let’s talk about that. 6:58-  If you could tell your 14yr-old-self something from what you know today, what would that be? 7:33-  What do you think we’re missing or leaving out when we talk to kids about neurodiversity today? 8:44-  On the ADHD “Now” and the “Not Now” 9:26-  How do you handle people in the workplace who are not neurodiverse like us; how do you handle deadlines, schedules and so on? 10:40-  What’s a-day-in-the-life like for you Rachel? 12:07-  How do you bring yourself back, if you fall out of that “zone of focus”? 14:52-  What is your other superpower? Find Rachel on the web at www.areyousupercharged.com and on Socials @ChargedAre on Twitter, areyousupercharged on INSTA, @AreYouSupercharged on FB and on YouTube & LinkedIn 15:25-  Thank you Rachel! And thank YOU for subscribing, reviewing and listening. Your reviews are working! Even if you’ve reviewed us before, would you please write even a short one for this episode? Each review that you post helps to ensure that word will continue to spread, and that we will all be able to reach & help more people! You can always reach me via peter@shankman.com or @petershankman on all of the socials. You can also find us at @FasterThanNormal on all of the socials. STAY HEALTHY - STAY SAFE - PLEASE WEAR YOUR MASK.. until next time! 15:56-  Faster Than Normal Podcast info & credits As always, leave us a comment below and please drop us a review on iTunes and of course, subscribe to the podcast if you haven’t already! As you know, the more reviews we get, the more people we can reach. Help us to show the world that ADHD is a gift, not a curse! Do you know of anyone you think should be on the FTN podcast? Shoot us a note, we’d love to hear! We have a new sister video cast called 20MinutesInLockdown! A video podcast devoted to learning fascinating lessons from interesting humans all around the world, all in 20 minutes or less!  20 Minutes in Lockdown was born in early April of 2020, when we were in fact, in lockdown, and couldn’t do much of anything. Realizing that more than ever, people could benefit from learning from people outside of their comfort zone – people with interesting stories to tell, people with good advice, people with useful ideas that could help improve lives, we started hosting short Facebook video interviews, and we grew from there. (Plus, you can actually see my hair colors change before your very eyes!) Check it out:  www.20MinutesInLockdown.com   TRANSCRIPT: Hey guys, welcome back to another episode of faster than normal. I'm thrilled that you're here. We took a couple of weeks off this summer when all around the world explore and had lovely dinners.  No we're not going any of that crap, we're still in a little pandemic. Wear your masks! But that being said is great to be back and we get a great guests.  Today we're going all the way to Nottingham England to welcome Rachel Young, Rachel is a director of business development in the fitness industry, and she has had ADHD pretty much all her life and she realized what used to be a horrendous challenge has moved her to what she calls a supercharged, ADHD, driven mind, and she shares what innovation, inspiration and perspiration. From the university of her life. So welcome, Rachel. Good to have you.  Thanks very much for having me Peter, I’m pretty excited to be here today and to be able to share with you. Love it. I love it. Tell us your story. So you were never formally diagnosed, but tell us your story about how you discovered it, how you discovered it. You see, what was it like as a kid? Tell us the whole thing.   As you said never formally diagnosed, but I was kind of mislabeled and misdiagnosed at school and fell into the naughty kid brackets and actually wore that incredibly well. Um, I was the one that was easily, easily distracted. Um, the one that I couldn't pay attention put outside class because you weren't in zone and you weren't focusing. So then you put outside of class, you're kind of hanging out with all the other naughty kids. And you almost fall into that category of, of misbehaving. Um, I always thought that, you know, the constant noise and chatter in my head was, was what everybody had. And there was journeys throughout my life where I'd been incredibly successful, but in spite of myself, and I didn't understand what was going on. And so I actually threw myself headfirst into. Lots of kind of self management and thriving on the stress, thriving on life, working horrendous long hours to almost self medicate, clearly throwing yourself into alcohol and the wrong things. But then finally sort of was able to appreciate that it was probably better than the circumstances, better than what was going on. And it was actually locked down and been on a bit of a journey, you know, throughout my life , knowing that I had to recognize this. But actually locked down is a, is a tiny I've actually thrived upon irrespective of, you know, the challenging circumstances. And as a, as a natural extrovert, I was forced to look in. There was no distractions. There were no excuses. There was no reason to focus on anything else. Apart from looking inward and looking at myself and going actually. How do I stop this noise that I intermittently stopped over the years? How do I focus on making myself the best version of me? And I have to admit, to be honest with you. I was pretty scared. I was pretty scared at the beginning of lockdown, not for health reasons, but I was actually scared what was going to what I was going to find by looking in. How I was going to be able to manage it and deal with it. And I kind of appreciated over the journey that the things that I've learned through my life, the learnings that I dipped in and out, all of them in terms of trying to study, I could actually leverage by just focusing a little bit differently. The first port of call I went to was kind of a meditation.  Let's stop for a second. Let's go back to what you were saying about school. You know, it's really interesting when, when you are labeled as one of the naughty kids and almost as a self fulfilling prophecy, right? In the respect of, well, if you labeled that way and you're not in class, you're going to get into trouble. Yeah, 100% and you almost, you wear those labels. So it was my, my identity and I, it was who I became. And during those times at school, you know, the rest of the group were. Almost looking to me to be the joker. And actually I became the cool kid. So I was, you know, I had loads of friends, but I wasn't, I wasn't very well popular with the family when my school reports would come home. And actually more recently I've looked at all my old school reports and I read them and I, it was a real eye opener, that things like a disruptive, the less said the better, um, I want those labels really stuck with me. I remember one in particular. I remember the conversation with my dad when my score report came home and it says, has not reached her full potential. And I was, I was devastated. I was very, very upset by it. But the funny thing was my dad was saying to me, this is brilliant. You're only 14. You know, if you'd reached your full potential, now I'll be quite upset then. But he can joke about it now, and I can make humor out of the most situations. But when you look back and see what was written, that had a dramatic impact because I wore them, I wore those tags. That's the thing is that, is that you, you find that when you're labeled something, you have two roads, you either accept it or you fight against it.  Yeah, I accepted those ones. And I would always use them as I kind of refer it, refer to them as my comfy pair of slippers. So when I was, you know, almost ending kind of as sort of throughout my career, I've been really successful. And as I have been successful, there was a part of me that was tapping away at the shoulder going. But you're disruptive, you're distracting. You're never going to advance a much, you know, and all of those reports would be almost my comfort zone that I would slip back into until honestly, until recently when I've had the, I guess, the courage to be authentic about who I am. my experiences managing my, my superpower, learning how to learn. I was always told that I wasn't going to be, you know, amount to anything because I couldn't learn, I couldn't pay attention. So I would almost have a fear of picking up a book or trying to learn because I didn't want to fail. I didn't want to be bad at it. What do you think? Um, if you could tell your 14 year old self something now, knowing what you know today, what would you tell her?  I would say that you're capable of great things and that the biggest muscle and the best muscle in your body is your brain. Don't be constrained by anybody else's hashtags and be accountable to the man in the mirror. You know, my dad used to always say to me, remember who you are and remember who you are. And the value of that is it's all about, it's all about you.  What do you think we're missing when we talk to kids about ADHD and neurodiversity today, what do you think? What are we not telling them that we should be? That it's okay. That it's okay to be able to talk and to speak out. It's okay to share your feelings. Um, you are not alone in this constant noise and brain chatter. Um, and. I think it also goes not only to the communication to those kids, but it's also to the rest of the kids, around them to get a bit of an understanding of who they're dealing with and how to, you know, my, one of my biggest learnings about me was being more accepting to other people and more, you know, it's a two way street, isn't it? So either you're on the ADHD side offense or you're on the senior, the path they'll roll parent's side of the fence. And that's a big understanding. You know, when they won't answer the phone and you've got something really exciting to share. Like I'm, I'm the most important person in the world, but you know, you've got to realize that perhaps that person's, you know, busy or doing something right now. And if they do busy, you, it's not because they're not interested.  And that I think is one of the basic thing that people don't realize is when you're ADHD every day, there's two types of time there's now and there's not now, and that's it, right? The concept of waiting or taking time out either it doesn't really exist in our world. And we need to sort of come to terms with that and figure out ways to deal with it.  So then when the now and the not now, sorry, the now and the not now is a big thing for me. And I think that's how I, I would never say no to anything. So throughout kind of my, my, my professional career, I would take on every single project and I would probably complete them not to the best of my ability, but I would just say yes to everything. So even in the middle of a project, someone goes, do you think you could consider taking this on absolutely. Now.  What do you think about, talk about what you do in the workplace and how you handle deadlines. How do you handle working with people who are not all the way we are? Um, made sure that my, my work station and my environment is set up well, so conducive to me being productive. So no distractions, I would have a windows shop. Sorry, curtain shut. So I can't actually look out the window. I made sure that my technology is tamed and my notifications are turned off. So there are no directions, sorry, distractions or incoming. Unless I'm in control of that. I find that when I go into a meeting, I have to set the room up and structure it. So I want to sit with my kind of back to the window and focus really hard on it. I'm paying attention to that room. I think. The biggest, the biggest thing has been the meditation and creating the brain space for me or the mind space, not to just react, just jump, just get distracted. And it is, it is a full time job. That's what I didn't appreciate managing, managing me as a full time job.  That's managing you as a full time job.  I like that! “Managing me is a full time job”. I need have a tee shirt made with that, um, Talk about what, what kind of things you do at work or talking about, you're talking about your day. I mean, talk about, uh, you know, when you wake up, do you exercise? How do you get the dopamine? Things like that.  Yeah, 100 percent. Fitness has always been a massive part of my life. I'm in the fitness industry because it's the fun business, it's the entertainment business. Um, and you know, I believe we're in a place where we can make a dramatic difference to people's lives, both physically and mentally. So I'm on stage all the time, irrespective of what we do wake up in the mornings and I will always work out. I have to work out first thing, um, because that gives me now the absolute clarity of thinking, um, and almost tired body for the rest of the day. Um, I work out work with my zone. I workout with, um, part kind of heart rate tracking that rewards your efforts and I've found that by using this, it really helps me focus on my, uh, my control, my discipline, uh, my ability to learn. So I can do a workout where you're lifting weights, um, but I can also do I call it brain training as well. So I'm sitting on the bike and I'm out of a podcast or a book that I'm listening in listening to and I get into a certain zone. I stayed at my body is occupied it's not going to get distracted. And my brain is focused on what I'm going to be doing and learning.  How do you bring yourself back if you fall out of that zone?  But that's really interesting because I'm now able to, or, you know, sometimes I go down a rabbit hole and then, but I'm aware of the rabbit hole and I'd go, I kind of go take it back to that sort of mindfulness. I'm very focused on what I'm doing. And then there will be a point and you go, I can actually say- you're getting distracted. Yeah. And, and that's something I've never been able to do, but that's with the consistent practice. This isn't just a, you know, you know, it's not just a book or something you implement for one day, you know, one on bicep pull does not maketh guns. You know, this taming us an absolutely relentless daily daily process.  I think that's what a lot of people don't realize is that it's not something you just put into play and then forget about it. You have to constantly. Be aware of your ADHD or it will get the best of you.  Yeah. And it's exhausting. I think it's exhausting.. And massively rewarding because my, I have no idea of my capabilities in terms of what I'm able to learn because I've, I've learned so much and being able to adapt recently, but it truly is a superpower because I'm not just reading these books, I'm able to read, understand, feed it back, process it, apply it to my life and that's where it gets really exciting. And, uh, that's probably the, the next stimulant is now I'm addicted to brain training. Well, that's the thing, as you learn more and more about what works for you, it creates a feedback loop. Right. In that you enjoy it. You want to do more of it. There's negative feedback loops of positive feedback loops. It sounded like you found the positive feedback.  Yeah, sure. And then the, the other great benefit of it is, you know, I started this all started to really come out to be visible during lockdown and as I said, I, you know, I started with a massive amount of fear about how I was going to personally cope and lock down. And I made myself a. Um, a Facebook live video just to hold myself accountable. And then, and as I started to do that, you know, people in my network and this one really was not the intention fed back to me and when now that story really resonates with me or God, I can't concentrate, do you, does that really work? I've tried to implement this. So it's been a real journey of kind of almost, you know, self-discovery on so many different levels. And accountability and tracking through, you know, videos or apps or anything has really helped, you know, what gets measured gets done. Yeah. As they say, as they say  No question about it. Um, last question I have for you. What is your other superpower assuming you have let's let's assume we all have two. ADHD is one. What's your other one? My super power is I have an innate ability to get the best out of people. And I have no idea where that comes from or how it happens, but I managed to get people to buy into an, understand the vision and get on board and to go with it. I love it. I love it. What a great way to end. Thank you so much. I really appreciate you taking the time on fast to normal, and I hope you enjoyed it. Thank you Peter!

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.

Russell is still on vacation, so we’re dipping back into the vault to share this awesome episode again. ---Transcript--- Hey everyone, this is Russell Brunson. Welcome to Marketing Secrets. Today’s episode is called entrepreneurial scars. Hey everyone, so I wanted to, honestly, this podcast I just wanted to hang out with you guys and talk because it’s been interesting. I’ve been working with so many entrepreneurs and recently just as I’ve been working with some people and watching people who had insane amounts of success at one time and then who had something happen. A failure, a bankruptcy, whatever, just fill in the blank. The second time around, a lot of times, they really, really struggle. I start looking and I’m like, why are they struggling? They had this huge success and it’s almost like they have fear and embarrassment like, “I failed in the past.” As I kept talking about this with some of the guys on our team it was like, it’s almost like they have entrepreneurial scars. It’s interesting, us as a person who went through the process, a failure, a lot of times there’s ups and the downs it hard. We have scars, emotional scars, but I think sometimes we feel like those scars are on our faces and other people can see them. What’s interesting is that people don’t. Those are just things that are inside of yourself. But because they’re there and you feel like they’re there and other people can see it, it keeps you from having success the next time. Because there’s so much fear around these scars, these things. And as I was talking about this, this morning, I shared a story and this will hopefully kind of tie these things together a little bit better for you. I’m not going to name names or anything. But there was a guy I know and he was a successful politician. At the top of his game, doing everything amazing and people loved him. And when you saw him in that spot, and it’s not like national politics, I don’t know anybody in national politics. I don’t follow politics at all. But it was a local person. And you saw him on the news and all this other stuff and he was dynamic, charismatic and everything was awesome. And then he got caught up in this political scandal or whatever and it’s funny because, again, I don’t follow politics, and I don’t care that much. But I was aware of the things that happened, and he’s no longer in there and there was someone else. Then fast forward 3 or 4 years later, I met him. What’s funny, it was in a different situation, and he wanted to talk about business stuff. And I was really excited because I was like, “I know who this person is. How cool. I want to meet him and talk to him.” And as I talked to him, it was funny, not funny I shouldn’t say that, it was interesting to see the scars that he’d gotten from this thing were so deep, he was struggling to progress in other parts of his life. Business and all these other things because of the scars he got from this thing that didn’t work out right. You look at the thing, it wasn’t good, but 3 years later, I’m almost surprised that I knew about it, but I did. But he was carrying those scars in his conversations with you. If he would have come in the way that I’d seen him before, confident and all sorts of things, I probably would have done the business deal with him, but because he had these scars and just the way he approached me, he didn’t have the certainty or all these things. They were gone and I could feel it. And that uncertainty kept me from doing the deal with him. And I remember thinking after I finished, I could tell he was still carrying around the fear and embarrassment and shame of that thing. I don’t care about that thing. I couldn’t care less. Move on with your life and come back. That person I saw on TV, if you would have approached me that way, I would have done this deal. The same thing is true with entrepreneurs, there’s someone I know who is super successful, knew how to funnel, blew up and made a ton of money and then it went away and now they’re kind of struggling. And what’s interesting is I know that back story because I know the person and things like that. Even with that, I look at the person like, this person is a rock star. They’re awesome. They’re amazing. But as I see them interact with other people, I see these scars that this person has are keeping them from taking over the next thing. And it’s funny because I don’t think 99,9% of every single person in the world has any idea, their little scars are there for this person, but because he knows that they’re there, because he knows he failed. He knows that things disappear and didn’t work out the way he wanted. He has this fear and has these approaching the next situations, he’s struggling because of that. Because of these scars. And I think it’s interesting that these entrepreneurial scars that we have, first off they’re invisible. Nobody sees them.  Some people may be aware of them, but nobody sees them except for you. So because you are so aware of these things, it keeps you from having the confidence and success you need to move forward. It’s funny, I was talking to an entrepreneur who was about to go through bankruptcy and they were freaking out and so scared. And I kind of asked them why and they didn’t say, “Because I don’t want those scars.” But what they said afterwards was, If I get out of bankruptcy, what’s my wife going to think and my in-laws and family?” all these things and I was like, “You have to understand, bankruptcy, think about this, failure for entrepreneurs, the founding fathers of this country gave us bankruptcy as a gift, so that entrepreneurs like us would risk and try and move forward and roll the dice and hope for something. And if it wasn’t for that gift, and you may think it’s a gift for the founding fathers, but I think it’s a gift from god. But if it wasn’t for that thing, America wouldn’t have succeeded as a nation. Everything that’s amazing wouldn’t have happened if entrepreneurs didn’t have that risk. If it was like, if you go bankrupt you go to jail until you pay off all your debts. Not a lot of people would have taken the risk, I don’t know if I would have taken the risks. But because the worst case scenario is bankruptcy, you clear off your balance sheets and start over. That’s the worst case scenario and that’s the greatest gift we have. So if we hit that and we go through it and all the sudden we have these scars, I went through bankruptcy and have all this fear. Then you go through the next thing, it’s like, no, that shouldn’t be a negative thing. That means you tried, you attempted. Even after you attempted and had success and it went away, you had success. I remember I was doing a deal with this guy who was super successful. In fact, he did these consulting things where it was 500 grand a day with a minimum of ten sessions, so it’s like half a million bucks to get this guy to work with you. And I had a chance to hang out with him and I was talking to him and talking strategy and he was asking about my story. I tell him my story and I’m pretty open with things now. I have realized that my scars are what actually draws people to me. That’s why at Funnel Hacking Live I spend an hour and a half on stage talking about all my failures, it draws people toward me, which is kind of making the point at the end of this podcast. But I’ve had my share of ups and downs. And as I told him the whole thing he’s like, “Oh good.” And I’m like, “What do you mean, good?’. And he’s like, “you cycled.” I’m like, “what do you mean cycled?” And he’s like, “Entrepreneurs who haven’t cycled at least once, I refuse to work with them.” I’m like, “What does that mean?” “Cycled means you build something up and then you crash. If you haven’t cycled yet, then guess what? You’re still drinking your own kool-aid. You still believe that you are the most amazing human being on Earth. You don’t realize until after you cycled, that it’s not just you. You aren’t the greatest thing to walk this planet. There’s market conditions, there’s people, opportunities, luck and all these amazing things that happen that make you possible. That make you as an entrepreneur successful.” And as he said that, first off I was like, that feels better. Cycling sounds way better than failure, than bankruptcy. But I thought it was interesting that he wouldn’t work with entrepreneur unless they’d cycled once. And I was like, Man, how many people go out there and do their big risk and have some success which gives you all t his pride and confidence and stuff. And then you lose it and because of that failure you never try again. Or you try it but halfway because you feel like you  have these scars and you feel like other people are judging you or you are judging yourself for all these kind of things. Where the reality is that we don’t se those things. Nobody knows about the failures until you tell them about it. But if they do know about it, it doesn’t really matter. In fact, as I found as I share my scars, it’s draws people closer, like I mentioned earlier. I think the reason people will do business with me a lot of times is because I’m vulnerable, I share those things. So for you guys, I wanted to talk about it today because first off, it’s okay to have those scars, but don’t hide them. Share those things. When my kids get injured and they’re super cute and do it all the time, I tell my boys, “Chicks dig scars. That’s a good thing. That’s awesome. Black eyes are awesome.” I remember one of my black eyes I got in wrestling; I don’t know if you guys are watching the video, you can still see the scars over both of my eyes. I had this one where I hit my buddies knee and my eye had swollen shut and I had 15 stitches and couldn’t see out of my eye for 4 or 5 days. I was at school and I was all embarrassed because of the scar and as I was walking around people were like, “Dude your eye looks awesome. You’re a wrestler.” People connected with that more than me looking good and my hair being, worrying about what I look like. So I think the moral of this podcast and I want you guys to understand, is that we all have entrepreneurial scars. If you don’t have them yet, you’re going to have them. But don’t let those keep you from the next success. My friend who is a politician, I don’t care what happened. He could go and do and be successful, but because he’s carrying these scars, he’s not. You have to be willing to get rid of those, or not get rid of them, embrace them and share those things. Look, I screwed up, this is what happened. But this is what I’m doing now and this is what I learned from it, how I’m changing. If I look back on my career, there’s a lot of things I’m embarrassed about. Things I messed up on big time. Maybe I should do a podcast someday about my biggest regrets. I have regrets in my business. There’s things I did that I’m embarrassed about, I wish I wouldn’t have done. Looking back now, I would have consulted myself, “Do not do that.” But I wouldn’t have known the path unless I’d gone down some of these paths and realized what things weren’t right. I’ve always tried to be fair to my customers and my employees and stuff, but I’ve made mistakes, and I’ve sold things that I thought were really good and found out later they weren’t. There’s things I’m not proud of, but if I let those scars keep me, how many people’s lives that we’re touching and effecting now that wouldn’t have been touched had I not embraced those scars and told people, “Look I messed up in the past.” And I have, and we all do and it’s okay. But I don’t want you guys to not progress because of that. Hopefully this gives you some comfort. Look, if you’ve gone through bankruptcy that’s okay. If you messed up and did something stupid, that’s okay. That’s what this life is about. About making those mistakes and owning it, and if you do it’s almost like plastic surgery. It makes these scars disappear. But they don’t need to disappear. Like I said, embrace it. Because that’s what’s going to draw people to you. So I hope that helps. It was on my mind today, I though it just want to share it. I hope that that was good for you guys. Again, as entrepreneurs, we’re risking stuff every day. We’re risking our name, money, other people. I wake up in the morning scared with 119 employees as of today. If I screw up, how many people lives have I let down because of that. Those things are real to me and I understand that. But I’ve got to risk those things because how many people’s lives can we effect because of those things. And if you’ve gone through bankruptcy, don’t let that stress you out. It’s a gift from the founding fathers, from God. It’s given us the ability so that we can risk and not lose everything. We can risk……..and if it wasn’t for that, again, progress would stop if entrepreneurs weren’t risking. So it’s not a bad thing. If you…. Anyway, I just wanted to give you guys that as a gift. And if you any of you guys are struggling, some of you probably are. Some of you guys are going through bankruptcy or gone through bankruptcy. Maybe it’s not bankruptcy but you failed. You launched something that didn’t work. You built a team of people and the product didn’t work and you had to fire people or let them go. All the ups and downs and disappointment. As entrepreneurs you have so many things on your shoulders and I get that. I hope this message helps relieve some of that pressure for some of you guys. Because if you don’t keep risking, trying, keep getting those scars, where is the world going to be? Where are you going to be? Where’s your family going to be? Where are the people you’re serving going to be? They need you and it’s worth the risk, worth the sacrifice, worth the fears. Because if you’re going to affect those people, when you deliver on what you know you have and you change their lives, it makes it all worth it. It’s interesting, just to kind of close this down. I looked at where our company has come to where we are today. And I looked back during my last cycle. 7 years ago when everything collapsed around me and I thought the world was coming to an end and I was depressed and sad and scared and all those kind of things happened. Looking at it now, if I didn’t go through that, Clickfunnels and this process never would have happened. I never would have met Todd, I never would have met who built Clickfunnels. I never would have built this team. I never would have had the opportunity. I wouldn’t have known the things I know to be able to execute on this. A lot of things we’re steering clear from today are because of the mistakes that happened back then. And if I would have made those mistakes today, some of them would have been catastrophic. Way more people’s lives would have been affected. Whereas, I had a chance to suffer those things, get those scars on a smaller scale, so I don’t have to have those things now. Hopefully, if I learned my lesson which I’m trying to do. So look at those things as gifts, embrace them, share them, and don’t hide from them. Because those scars will draw people to you and we all have them. Don’t let that keep you from your mission. Hope that helps. Thanks again for everything guys and I will talk to you all again soon. Bye everybody.

The exciting conclusion of the presentation I gave at Stephen Larsen’s OfferMind event. On this episode you will hear the exciting conclusion to Russell’s presentation from OfferMind about level 10 Opportunities. Here are some of the things to listen for in today’s episode: Find out how level 10 opportunities came onto Russell’s radar. Hear how Russell met Todd and see what they thought their level opportunity was going to be originally. And see how they managed to build Clickfunnels, after Russell had been trying to develop something similar for 10 years prior. So listen here to find out how you can be on the lookout for your own level 10 opportunity.  ---Transcript--- Hey everybody, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. I hope you guys enjoyed last episode on finding your level 10 opportunity. So this is going to be the exciting conclusion of that presentation that I gave at Stephen Larsen’s OfferMind. And it’s not the whole presentation, it’s the intro. I talked about 30 minutes about finding your level 10 opportunity. And I think it’s a mindset thing because so many people need to get, you know, they hear me talk a lot of times about One Funnel Away, you’re one funnel away. And they’re waiting for this funnel that’s going to change everything. No, no, no, no, you have to multiple funnels. Your first funnel, your second, your third, you keep doing these funnels until you find your thing. And that’s what I wanted to share with you guys. So that’s kind of the context, and with that said I hope you guys enjoy the conclusion of this presentation about how to find your level 10 opportunity. I want to fast forward to 8 or 9 years ago, 7 or 8, I don’t know. I’m so bad at years. Some people are like, “In 1996” I can never remember. I was in Kenya, that’s all I remember. So I was in Kenya, and it was my wife and I had a whole bunch of marketing nerds, and most of them had wives too, and this was back before there were too many female entrepreneurs, I don’t think we had any female entrepreneurs on that trip. And the last time we went to Kenya we had like half of them that were female entrepreneurs, which is a huge testament to the females. I love it. It makes me happy every single time I see that. But back then we were all hanging out and I remember because we did this long ride inside of this little jeep, and it was my wife and I and then 2 or 3 other couples, and all the dudes were talking business and all the wives were annoyed. So we got to this stop where we had lunch and then all the wives were like, “Do you guys mind if we go in this jeep over here, and you guys go in this jeep because we don’t want to hear you talk anymore.” We’re like, “But it’s like a 4 hour drive.” They’re like, “Exactly. We do not want to go for 4 more hours with you guys.” We’re like, “Oh, I guess.” So we jump in another jeep, and I’m sitting next to this guy named Bill Harrison, anyone here know Bill? A couple of you guys. Okay. Bill is probably one of the smartest marketing dudes I’ve ever met. So for context, he’s married now, but when I first met him, he was probably, I don’t know, 50, never been married. I might have got that wrong. But he was obsessed with marketing, and his house, I saw pictures of it. You go in his house, imagine a bachelor pad, but he’s rich, so it’s a big bachelor pad, and every room from floor to ceiling is marketing and sales books. He didn’t have bookshelves anymore because he can’t handle it. Every single room is just piled with books. In fact, he used to send me boxes of books as gifts. He’s like, ‘Hey Brunson, I just sent you a bunch of books.” And I’d show up and there’s like a microwave box with like 500 books in it. And I’m like, “Are these good?” He’s like, ‘Oh, they’re all good. I’m not going to send you crappy books.” I’m like, “This is amazing.” So Bill is one of the smartest dudes I’ve ever met when it comes to marketing and sales, like obsessed. You guys think I’m obsessed, he’s that to the next level. He’s awesome. Anyway, so we’re sitting in this jeep geeking out about all sorts of stuff, having a bunch of fun. And we’re like 2 ½ hours into this bumpy jeep ride talking and he tells me this story that just, man, it rocked everything, my whole world. And I’m probably I don’t know, like 6 pages into funnel building at the time. I’ve done a million different things, launched a bunch of stuff, had some successes, had a lot of losses, but as a whole we were doing really well. And we’re sitting there in this jeep and we’re talking and he says, “Man, it’s so interesting.” He’s like, “I feel like I’m one of the best marketers in the world. Russell, I feel like you are too. We’re some of the best, most passionate people who geek out about this the most, but do you know what the biggest problem is?” I’m like, ‘What?” because I would love to know. I’m doing well, but I would love to do more. And he’s like, “We have the wrong opportunity.” I’m like, “What do you mean?” He’s like, and he goes on, “I have this friend, who he is not a good marketing dude at all. He’s maybe like a level 2 skill set of being a marketer. But he got into this opportunity with this big company and he was able to apply his level 2 skill set into a level 10 opportunity. They just took their company public for over a billion dollars, he cashed out and made insane amounts of money, because he had a level 10 opportunity.” And he’s like, “If I look at this, as I see in this jeep, I feel like I’ve got a level 10 skill set, and my company, while it does really, really good, I feel like it’s like a level 3 or maybe a level 4 opportunity, with a level 10 skill set. So because of that I’m only able to get to a certain level. The same thing is true for you dude. You’re at a level 10 skill set, but you’re looking at level 2 maybe level 3 opportunity, that’s why you’re stuck at this thing.’ I was like, oh my gosh. I’d never thought about that. And I was a little frustrated and I was like, well crap, what’s my level 10 opportunity. I don’t even know what that is, or what it could be. I felt like all the stuff I was doing was good. And if you look at the, you know, I look at all the people through my lens and I’m doing better than all the people around me, like my friends, my family, stuff like that, I’m making more money. But man, what is actually possible? And I didn’t know. I remember coming home from that trip and just thinking, well, what’s my level 10 opportunity. I didn’t know, but I didn’t stop everything like “Well, I’m just going to wait until it comes here.” I was just like, okay, now I know that I’m looking for a level 10 opportunity. And I want to make sure that as I, when I find it that I’m ready and prepared for it. If they would have handed me Clickfunnels 8 years ago and like, ‘Here, run this thing.” guess what would have happened? I would have crashed it to the ground and burnt it and it would have been a really bad, painful, public humiliation in front of everybody. I wasn’t ready for it. But now I knew that I have my eye set, I’m going for a level 10 opportunity, but until that happens I’m going to move forward. I’m going to do the next one and the next one. I’m going to try this one and this one and this one and this one. And hopefully in that journey I’m going to have faith as I’m running as fast as I can, I’m looking for opportunities, I’m trying to find stuff and figure things out. And the right people are going to come into my life. I’m going to be introduced to people, I’m going to find opportunities, and maybe this one’s not the big success, but I’m going to open the door for the next one and the next one, and maybe I meet someone through the deal. I don’t know what that’s going to be, but I’m going to run with faith as fast as I can and just do funnel after funnel, after funnel. But I’m going to have my eyes open, looking for what is that level 10 opportunity. So that’s how it started. So from that point forward I started looking. And as I started looking, these weird opportunities started coming into my path. And some of them weren’t really pleasant. One of them I built a huge company up and the whole thing burnt and crashed to the ground. And that was really painful. Firing 80 people overnight is not fun. And I’m not going to get deep into the pain of that story, but it was bad. And I thought like, man, this whole thing I don’t even have a level 0 opportunity now. I got nothing. But I kept moving forward, and as I was moving forward I was trying thing after thing, after thing, and I remember in this process of trying a bunch of stuff, I remember buying this website because I was like, “This has got to be a level 10 opportunity.” So I bought this site, it was called championsound.com. Anyone here ever heard of Champion Sound? No, because it never, one person. Because it’s one of the ones on the list. It didn’t do anything though. I bought it off flippa.com, I tried to launch it, it didn’t work, we had some people sign up and started buying it. The software crashed, it was like an email and text message auto-responder for bands. I was like, “Gall, I thought this was going to be a level 10 opportunity.” Maybe like, I’m doing this thing. And in the pain of this thing not working I was trying to find a developer to help me fix this software. I went to, what was it back then Upwork, or Odesk, I can’t remember what. I was trying to find someone to hire to fix the site, and I was trying thing after thing and I couldn’t find anybody to fix it. And finally I was just frustrated like, “Alright, this isn’t going to work.” So I sent an email to the host and said basically, “Shut down the site, it’s not going to work. I don’t want to support the people, it doesn’t work, I can’t fix it.” And then I was walking out the door to leave, and as I was walking out the door I had this thought. And the thought I heard for a second it said, “There’s probably someone on your list who could fix this for you.” I’m like, my list? My list isn’t that big. There’s not people who are developers. It’s just like, but I’m like, alright. I try to listen when I hear voices like that. I’m like, alright. So I walked back into the office, I turned my computer back on, I send an email out and it just says, “If you know Ruby on Rails, I’m looking for a partner.” And I just kind of told them the story, “I got a site, it’s not working, it’s broken. I’m going to throw it away, but if you know Ruby on Rails, and want to be partner, email me back.” I sent it out there and an hour later I get an email from this dude in Atlanta who looks like he’s younger than me, which is kind of funny, except he’s got a beard. And I click on it and read this thing, he’s like, “I’m a Ruby on Rails developer, and I’d love to look at it.” So I send the login, he logs in, I go to bed and wake up in the morning and it’s like, “all the issues are fixed. Here you go.” And that was Todd Dickerson, who came into my world. And what’s crazy, Todd, it’s fascinating because Todd came into my world at the bottom of everything, broke, broke. Out of money, nothing left. And he came in and he came in a weird spot and he’s like, “I want to come work with you.” And I’m like, ‘I can’t pay you.” And he’s like, “That’s cool. I’ll just work for free.” And he worked for free for over a year. Coming in because he was just like, same thing, looking for an opportunity, looking for an opportunity. So we’re like a year into this relationship, friendship, working on different projects. And we went to a Traffic and Conversion event together and I could tell, I remember how broke we were because we shared a room. This is probably 7 years ago now, so we’re sharing a room and that night we’re walking around hanging out and I see Bill Harrison and we bump into each other again, and we start talking. And somehow in this conversation the whole level 10 opportunity thing came up again, which was kind of random because it was just like a freak thing. We talked for like 15 minutes and we left, and it reminded me of this thing in Kenya that happened a couple of years earlier. I was like, oh my gosh, I forgot about that. So that night I told Todd, I was like, “Look, this is the deal.” I told him the idea that I just told you guys about a level 10 opportunity. And Todd’s like, ‘Dude, what’s our level 10 opportunity?” I’m like, “I don’t know. Do you know?” He’s like, “No.” I’m like, “Crap, we gotta figure this thing out.” And then we’re like, “Oh my gosh, I know exactly what it is. It’s this thing and it’s going to be called, WPUndies.” And we got the word press logo and we got someone to design it with underwear, tighty-whitey’s on it and we were freaking out excited. And Todd started coding this thing, and it’s one of the things on this list down here, I’m not sure which page it is. But we’re like, ‘Dude, this is the big idea. It’s going to be this thing that you put on your word press site like underwear that helps protect it. And a third of all the websites in the world are on word press. It’s going to be insanely big.” So we’re so freaking out on our level 10 opportunity we start working, we start building this thing, and we’re doing it. And as we’re building it we find out that word press sucks because you plug in a thing, and then you have like 8000 different hosts, and somebody shifts the hosting over here and over here. And after we got the thing out there, we’re trying to support like 5 customers, we’re like, “Oh my gosh, this is the worst business we ever were in. This is not a level 10 opportunity.” We start freaking out and we’re not sure what to do and Todd’s flying back to Boise to plan, “Okay, what’s the next thing we’re going to do?” And on the flight over, Todd lives in Atlanta, he’s in the airport at like, I don’t know, I was still asleep here in Boise. It was the same day, some of you guys have heard this story before, it was the same day that leadpages got $5 million dollars in funding. So Todd’s jumping on a plane, reads this article and then he forwards it to me. And he jumps in the air, he’s in the air for 4 hours flying to Boise. And he’s flying, he’s just livid because Todd is the most genius developer in the world, and he knows that leadpages sucks. And he’s like, ‘I could build this today.” So I wake up in the morning and I read the article, I’m like, ‘Leadpages? That software sucks, we could build this today.” He shows up into the office, he walks in little Todd is all angry. I’m like, ‘What?” He’s like, “Leadpages got $5 million. What are they doing that we’re not doing?” I’m like, ‘I don’t know.” He’s like, “I could build Leadpages today. Do you want to build it.” I’m like, “Yes, we’re gonna build leadpages, we’re going to take them out.” We’re all excited. “This is our level 10 opportunity. We’ll get $5 million in funding too, it’s going to be awesome.” So we’re so excited, and then Todd asks this question, “Well, if we’re gonna set it up from the ground up, do you want to make it better than leadpages?” I’m like, “Heck yeah.” And he’s like, “What do you want?” and I’m like, “Oh my gosh, are you serious? Let me show you.” And I started showing him like all of these, “I want to be able to do this by myself without you guys because you guys are way too… I want to be able to do this. I can’t do Photoshop and Front page and all these people to do this.” And that started this journey onto Clickfunnels. Let me show you guys real quick, if you pull my slides up, level 10 opportunity, and this is kind of a side story, before somewhere in this journey, actually before I met Todd, it wasn’t like Clickfunnels was a unique idea. I wasn’t the first person to think like, “We should build software that makes it easy to build funnels.” I wasn’t the first person. In fact, this was in 2005, this was the first time I tried to build it and we called it Clickdotcom.com that would have been confusing huh. I would tell people that, “So Click.com?” “No, clickdotcom.com” they’re like, “Wait? What?” I’m like, “No, it’s…” Anyway, so this was the first time I was like, ‘If we build this, it’ll be huge.” So that was here in Boise, I ended up hiring 6 developers. I was selling all this crap and I was trying to take all the money to build this. I thought this was going to be huge. 2005, so this was like almost 10 years earlier we had tried this. And this was all different pages, if you look at it it’s kind of funny because I think we called it, it was before sales funnels, I think we called them sales processes and sales flows before we ever called them funnels. But we had built the whole software, we designed it and tried to build it. It’s funny because I talk about how if I would have got Clickfunnels 10 years ago, I wouldn’t have been able to do it. And its what happened. We tried it 10 years before I had Todd. I didn’t have the right people. And it crashed and burned. Again, we spent probably 2 or 3 years trying to build this, ran out of money during that whole crash, we gave up on it. That’s why when I did meet Todd and I asked him, can we build it? Part of me was like, “I’ve tried it before. I know other people who have tried it. I had a lot of other business partners, not business partners but friends who sat down like, and tried it as well. It just didn’t work. It was a good idea that just wasn’t simple to do. But we met Todd and then Dylan and made it possible. So this was 131 funnels later, this is the night that we started on the Clickfunnels project. It’s the only picture I have from that night. I wish we would have done more. So this is Todd here on the right hand side, some of you guys know Todd. On the left hand side is Dylan, and Dylan is no longer part of Clickfunnels, but he was one of the original cofounders with us. Dylan’s the one who built the original editor. So if any of you guys like the editor, that’s Dylan’s brainchild. He had spent 6 or 7 years prior trying to build a website editor for himself, we started building Clickfunnels we partnered together and plugged it all into one super system. But I wanted to share this story with you guys because as soon as we were aware of a level 10 opportunity, our eyes started looking for it, but we didn’t stop. I want, hopefully that gives some, a lot of you guys out here, especially ones who you’ve been doing this for a year or less than that, or a couple of years, who just  haven’t hit it yet, or you’ve had marginal successes. Don‘t stop. The key is not waiting for the big opportunity. “I’m waiting for my Clickfunnels.” It’s do your thing as fast as you can and keep doing it, and doing it, and keep doing it. And as you keep doing it, you’ll get better and you’ll get better, and eventually it will get worthy enough that when a level 10 opportunity shows up you’ll be prepared for it. That’s the key. So don’t get upset like “Oh my funnel didn’t work. This thing didn’t work.” It’s going to be tough, there’s going to be frustrations, things aren’t always going to work the very first time, or the third time, but if you keep doing it and keep doing it, for me it was 131 times before I hit my big thing. And I’m hoping for you guys, you get it a lot faster than that. But even if you don’t, it’s worth it. I’m now, man, 16 years in this business, and it’s funny because I get people all the time they’re like, “You guys just came out of nowhere.” And it’s like, yeah. 16 years, that’s a long time I’ve been focusing on this. But it’s something I’m obsessed with and just kept doing it, and kept doing it and kept doing it. And when you keep doing your thing, the opportunities appear, they show up, and if you’ve done the work you’ll be prepared and ready for them.

How to speed up your process by looking for shortcuts. On this episode Russell talks about being stressed and short on time for getting work done. He talks about how he finds shortcuts in order to get things done, and why he calls it, “Putting his Todd hat on”. Here are some of the awesome things in this episode: Find out what Russell tends to cut out of his life when he doesn’t want to miss a party, but also has tons of work. See what he means when he says he has to put his Todd hat on. And find out what kind of shortcuts he’s currently doing to save himself a week’s worth of work. So listen here to find out how you can put your Todd hat on to save yourself time when you are super stressed. ---Transcript--- Hey, what’s up everybody? This is Russell Brunson, welcome back to Marketing Secrets podcast. Today I want to talk about shortcuts. Okay so, I don’t know, if you follow me on Instagram you’ve probably seen the pieces of it, but I’ve been slightly cracking over the last 5 or 6 weeks because the load has been heavy, like insanely heavy. In fact, 6 weeks ago I made a list of all the stuff I have to do and I was just like, ‘I don’t think this is possible.” And couple of nights I couldn’t sleep, I was up until like 4 or 5 in the morning because I couldn’t fall asleep because I stressed about it. Which then made it worse because the next day I couldn’t even function, I was tired and losing days and it was just like, ugh. Anyway, but I’m at the end. I’m at the last week. And in a week from now I’m going to be on vacation for like 2 weeks with my family and just unplug and (breathes deeply) catching a breath of fresh air. But it’s been heavy. And it’s interesting because yesterday, well, this weekend my sister came into town, which has been so much, her whole family.  So it’s like, I hate, I don’t want to ever be the person who misses the party because of work. So I’m like, ‘I have to be part of the party.” So I’m doing all this stuff and making sure I’m not, that I’m there. And yesterday, my daughter, it’s not her birthday yet, but they all went to roaring springs, which is a big water park here, for her birthday. So I’m like, “I can’t miss that.” So I ended up waking up at like 5 in the morning and worked from 5 til noon, getting basically a whole full work day in. Then I took off, went with them to Roaring Springs until like 8 o’clock at night we got back. And then I worked from 8 until like 2:30 in the morning. So I worked like 2 shifts that day, plus the shift with the kids. So sleep is like, basically I’m like, ‘I gotta get rid of something, the only thing I can get rid of is sleep. I’m not getting rid of fun, I’m not getting rid of family, I’m not getting rid of projects. I’m going to pull out sleep and just get rid of it.” which you can’t do for too long. Anyway, now it’s Tuesday so I got Tuesday and Wednesday for me to go and getting all the new coaching modules that are going to be launching next week. I have to get those all done, then plus I have a 3 day event, which is a virtual event, which means I’m the only one there speaking. So I’ve got a dozen or so presentations or so that I’m working on there, needless to say it is a lot. The burden is heavy. But the good news is it’s almost the end. The end of this week I’m going to be able to unplug and just be like, (breathes). So what I want to talk about though, is shortcuts. Because in the process of this, as I’m moving forward as fast as I can to get all these things done, I have to look for shortcuts, because there’s no way to get everything done. It’s impossible. So you have to look for shortcuts. So one of the nice things that I like about this whole, I don’t know maybe it’s bad, but for me, I try to get everything, I don’t pre…..not that I don’t pre-plan, I just, it’s like, just in time production. Like, everything will get done just in time. It doesn’t get done early ever. It never has in my entire life. I never got homework done until the minute it was due. I never got projects done, because if it’s like, if I plan it too far in advance then I have all this time to think, and then , I don’t know, the greatness comes when you’re under pressure and stressed, and you start discovering these shortcuts. So yesterday, we got back from the water park, I’m sitting there, it’s like 8 o’clock, almost 8 o’clock at night, I’m about to start working on the modules again. I’m just like, “I’m not going to get this done in time.” And I’m thinking, “how can I shortcut this? How can I shorten this?” I’m looking for the shortcut right. And then it appeared. And the shortcut in this situation was, “Who’s products, who’s content, who’s courses could I license to shortcut what I’m doing?” And all the sudden I was like, “Oh my gosh.” There was this module I had to create and it probably would have, I mean realistically it would take about a week to create the whole thing. And it would have been good, but I don’t know if it could have been great. And I was like, “Oh my gosh, there’s someone in our community who creates something that’s great. Can I shortcut, I wonder if she’d be willing to let me license it?” So I called her up through Voxer, I’m like, “Hey, I need a quick favor. Would you be willing to license me your entire course?” and within about 15 minutes we figured out a deal and a structure and today I’m wiring her money and she’s sending me her course, and I’m going to be plugging that into the training to fill this gap. And what’s crazy is it just shortcutted me a week. I just bought myself a week back that I would have had to figure out somewhere, like on the boat in Lake Powell. That wouldn’t have worked. Anyway, but I bought myself a week back. And the reality is what she created was so much better than what I had created. Like it’s already, man, I’m looking at the stuff that she’s sending over and I’m like, “This is way better than what I would have done.” She’s so much more detail oriented and everything is more thought through. But it was just a shortcut. It was a shortcut that saved me a week worth of time, it saved me so much stress and anxiety, and then it actually turned out better than if I would have done it myself. So it got me thinking like, where else can I shortcut things? I’m looking at now everything I’m doing right now in this window. I’m like, what can I not do? What can I give someone else? What’s the things? Where can I shortcut things? So for me it was licensing a course, and licensing content. And then this morning I licensed 3 other people. I’m like, “Hey, you’ve got something like this, do you have any product I can license? Or a course or a thing I can license? I gotta teach this concept but you know better than I do. Can I license it?” and people are sending me stuff, and I’m speeding up my process. Anyway, I want to share this because I had this conversation with Todd who, those who don’t know Todd Dickerson, he’s my business partner at Clickfunnels, he’s a dude who built the original Clickfunnels. He’s a genius. Literally the smartest person I’ve ever met. Don’t tell him that because his head will get bigger. No, he’s like literally the smartest person I’ve ever met in my life. And it’s funny because we were talking about him and other developers and things like that, and he said, he told me, “The thing that makes me the best of developers is because I’m so lazy.” I’m like, “What? Dude you are not lazy. You are the hardest worker.” He’s like, “I know I’m a hard worker,” but he’s like, “The reason why I’m such a good developer and I get things done so fast is because I look at everything and I’m like, oh I can do this and there’s a 6 month version and I could do this and it could get done in 6 months.  But is there a way I can get this done in 2 days instead?” And that’s the thought he always looks at. “Instead of me coding the whole thing from scratch, if I borrow this here and this here, and then get these libraries…” I don’t know, this is all coding talk I don’t understand, “then I could get done in 2 days versus 6 months. Maybe I’d have to not do these 4 or 5 features, but it’s done in 2 days versus 6 months.” And it’s funny because he’s trained our development team to start thinking that way. In fact, Ryan Montgomery who was our CTO for a long time, that was always the joke for him, it’s like, ‘When you look at problem you’re like, okay this is going to take me 6 months. Then go get your Todd hat, put your Todd hat on, and think what would Todd do? And Todd would be like, “I wouldn’t do it that way. I would just shortcut here, here, and here and get it done in 2 days as opposed to 6 months.” So that’s the joke. Put your Todd hat on before you come back. That’s good, now put your Todd hat on and re-evaluate and come back with a shorter timeline right. So I’m thinking about that now and it’s like, I just basically put my Todd hat on right, to shortcut these modules and things I’m doing that weren’t realistic for me to get done in time. And now it’s like, I just bought myself a week, I’m moving forward quickly now. And it’s exciting. So I want you to start looking at your projects that way, and a lot of times there’s shortcut. A lot of times there’s a way you could do something faster. You could be licensing someone’s product, you hiring somebody. It could be like a million different things, but what’s the shortcut you can do today that gets you there faster? Put your Todd hat on and figure out how to get the shortcut. So I wanted to share that today because by putting my Todd hat on today I saved myself at least a weeks worth of work, made the product better, and everyone’s happy. The person I licensed the product from is ecstatic, they got a ton of money, and they’re going to get all this credibility because they’re in our product. I got to save myself time and effort. Our customers are going to win because they got a better product when all is said and done. And it’ll all get done faster because I looked for the shortcut. So there you go, there’s the thought for today I wanted to drop on you guys as you’re doing your projects and figuring out what is the shortcut. Putting your Todd hat on and figuring out the shortcut. With that said, thank you guys so much for everything and hopefully you’re moving forward on your projects and getting back to changing the world in your own little way. And with that said, I will talk to you guys all soon. Bye everybody.

Let me show you behind the scenes of the new funnel we’re using to sell two comma club live. On this episode Russell talks about using the invisible funnel, which had basically disappeared over the last several years. Here are some of the cool insights to listen for in this episode: Find out what an invisible funnel is and why it’s no longer in the Dotcom Secrets book. Hear the story about how Daegan Smith invented the invisible funnel after an accidental dine and dash. And see how Russell is bringing the funnel back to life after years of not using it. So listen here to find out all you need to know about an invisible funnel and how you can use one in your own business. ---Transcript--- Hey everybody, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today I’m going to be talking about a funnel called the Invisible Funnel. And guess what, it’s back. Alright so if you read the original Dotcom Secrets one of the funnels I talked about was a funnel called the Invisible Funnel. And it’s interesting because I’ve used the invisible funnel for a long time, and then we wrote the book, I put it as a section inside the Dotcom Secrets book, and then the book launched, Clickfunnels launched and everything’s been crazy the last 5 or 6 years and I have not done an invisible funnel since then. And because I hadn’t done one since then, nobody else did one. I haven’t seen an invisible funnel for 5 years. And even though it’s an amazing strategy, I talk about it in the book, I show the strategies. So when I was doing the new version of the Dotcom Secrets book I was like, “It’s a really cool thing, but people don’t use it, so it must not be that valuable, so I’m just going to write it out of history.” So the new version of the Dotcom Secrets book did not talk about the invisible funnel. Anyway, so fast forward and actually, not fast forward, let me rewind. So let me tell you first where the invisible funnel came from, I’ll tell you what it is and how we’re using it right now. So the invisible funnel came from my buddy Daegan Smith. So what happened was, Daegan and I were actually at a Traffic and Conversion event and we were hanging out at lunch time, we were eating a bunch of food, had a good time, and then we got done, we both got up and went inside the event room and we sat down and we started talking. And then he leaned over to me, I can’t remember, I leaned in and said, “Hey man, thanks for paying.” I’m like, “I didn’t  pay.” He’s like, “I didn’t pay either.” We’re like, “Oh crap.” So we both jump up and we run out and we’re like, “Ah, we didn’t pay. We’re so sorry, we didn’t mean to ditch you. Here’s the money. Here’s the money for the food.” And we went back in the room and sat through the rest of the event, and for me, I didn’t think much about it. But Daegan is a genius and the wheels in his head start spinning, start spinning. And he’s like, “Man, did you see what happened, the law of reciprocity? We got this meal, it was amazing, so much so that even though we technically wouldn’t have had to pay, because we got away with it, not knowing. The reciprocity was so strong I needed right then to go back and make sure the person was paid.” So the wheels started spinning in his head and he’s like, “What if we did a webinar that way where, well not a webinar but like a class or course or whatever, where instead of charging someone up front you say, ‘hey, come to the webinar, experience it, and then after it’s over, if you like it, pay me. But if not, then don’t worry about it.” And that was kind of the initial brainchild of the invisible funnel. It was a funnel that was basically backwards like that. So he kind of pioneered that, did the first version where he basically had a funnel and it was like, zero dollars, but you had to put a credit card in to just reserve your spot, come and attend the whole thing and if you love it, don’t do anything and after the webinar is over, I’ll bill you $100. But at the end if you’re like, ‘uh, it’s not for me.’ Let me know and I’ll give you your money back. Or you know, I won’t bill your credit card. So it didn’t cost you anything. So he did the first version of that invisible funnel, and he did it, and it killed it for him. So I remember I saw it and I watched what people do and I was like, ‘That’s genius.” So the next day I was like, “Daegan, I’m going to do one of those.” And he’s like, ‘It’s called the invisible funnel.” I’m like, “Oh, that name is so good.” So I was like, alright, I’m doing the invisible funnel. So we went and created on and it was that same kind of thing. And what’s crazy for me, if you look at a typical webinar, let’s say I get 1000 people to register, I might get 300 to show up, right, 30% show up rate. If I did a paid webinar, like a paid product, if someone pays $30 or $50 for a course, I may have sold, maybe I’d sell 100 of them. This is back then. So that was kind of my thing. If I do a free webinar, I’ll get 30% show up rate, if I do a paid, I think it was $47, a paid $47 webinar, maybe I’ll sell 100 to my list. That’s probably like, if I push hard I might get 100 sells. So I did it, but I did this little flip. It was a webinar, ended up being, it was supposed to be a 4 hour training, 4 hour deep dive on this one topic. And it was free up front, you gotta put a credit card in to reserve your spot. Then you experience the whole thing, then at the end of it, if you decide, at the end of it, I’ll give you an email address, if you don’t love it you can let me know, you can email me and we’ll give you your money back free. But if you do love it, do nothing, and then 2 days later or whatever, we’ll bill you the $50. So we launched it, and I don’t remember the exact numbers, but I feel like when I did that, I sold like, 300 people signed up. I was like, “Wait, what? That’s crazy.” So 300 people, so 3x more than I would have sold if I just sold it as a product. Based on kind of my estimates of what I thought I was going to do. Then I did the webinar and what’s crazy, like 85 or 90% show up rate. People showed up because they were paying for it, they wanted to make sure. I had some people that told me, “I signed up just to prove you wrong. I sat through 4 hours and by the end I was like, man, Russell. You earned my money, definitely bill me.” When all was said and done I think we had 10% of people who canceled and asked for their money back. So there was a little bit there, but even with 10% canceling, it means 90% of the people we actually billed, which is still way more than the 100 people that I would have had, had I sold it up front. So that was the thing, and me and Daegan tested a whole bunch of variations and variables on that and different things. One of the things we tested is basically, you sign up for zero dollars, and you pay afterwards, or if you want to prepay, you get a discount. We tested that and it was like 50% of people put the prepay to save money. I was like, that’s crazy getting money up front too. Anyway, we did all these different tests and eventually, Daegan and I actually did a 2 or 3 daylong event in DC, with a group of about 100 really amazing marketers, and we taught this concept. And it was really, really cool. And fast forward a year later, I include it in the Dotcom Secrets book, and then it disappeared off the face of the earth. So anyway, we were planning to do this new Two Comma Club Live event, some of you guys have seen it. If you go to twocommaclublive.com, as of right now we’re in the middle of it. And when we were kind of preparing this, just a thought in my head came and I was like, “What if we, what if we went invisible funnel on this?” Most of the people on my team were like, “What does that mean?” I’m like, but a couple of people knew from back in the day. They’re like, “We haven’t done that in forever.” I’m like, ‘I know, we should totally invisible funnel this thing.” So that was the concept, so that’s what we’ve been doing. So for the last two weeks now we’ve been promoting it. So basically you come to Twocommaclublive.com, you put your credit card in, we don’t bill you anything and then we’re doing a 3 day live event. I’m going live for 3 days, intense, it’s going to be really, really fun. And then after the event’s over, if you love it, you pay $197, and that’s kind of how it works. And then there was a pre-pay where you can save $50 and get it for a$147, if you pre-paid, plus you got replays for like 5 days at the end, or something like that, whereas you don’t get replays if you do the other way. So that’s kind of what we did, and that’s how we structured it. And right now it has been killing it. We are over 2000 sales so far, it’s like 60% of the people are taking the pre-pay, which is amazing because now we can spend tons of money to buy ads and bring people in. And we still have another week, about a week left before the event actually starts. So my goal is probably 3 to 4 thousand people registered, which is amazing. And we’ll do the presentation and it’s going to be really, really fun. So that’s what’s happening and I just wanted to let you guys know the invisible funnel is back, and if you haven’t done one that’s the structure, that’s the concept, that’s how it works. If you want to see me talk about it in the original Dotcom Secrets books, you gotta find one of the old ones, which I don’t even know where you get those anymore. Maybe Amazon? Or borrow your buddy’s book if he’s got one of the originals. But that’s kind of the concept of what the invisible funnel is and how it works. It’s pretty powerful. So I’m excited to see the stats afterwards, you know, to see if it’s like back in the day, only 10% of the people cancel. Maybe it’s less now? But I’m doing a 3 day event as opposed to a 3 or 4 hour webinar. But it’s pretty cool. Anyway, I just wanted to kind of give you guys that as an idea, another selling tool, another type of funnel you could test. A way to get paid up front to create something, a way to get a massive goodwill to your audience and reciprocity when you have a chance to serve them, and they get to tell you at the end if it was good. Can you imagine going to a movie and be like, “I’m going to go watch the movie and after it’s done I’ll let you know if it’s good. If I like it, I’ll pay you.” You know, or go to a restaurant and be like, ‘I’m going to eat all the food. If it’s good then I’ll pay you. If not, I’m not going to worry about it.” That’s literally what you’re doing to your customers, you’re giving them this opportunity to come and like have a meal on me. If you love it, pay me. If not, don’t worry about it. I don’t really care. Imagine the reciprocity that builds with you and your audience. And for some people, they’re going to take advantage of it, for sure. But the majority of people are good humans and they’re going to love it, and it’s going to give you the ability to serve them when they may have said no ahead of time. They may have, for my people they might not have spent $200 on a ticket to a virtual conference, but now because we did this the other direction,  they’re saying, “I’m going to test it out, just try it, see if Russell’s as cool as he thinks.” And because the barrier is lower, they come in. And then they can experience it. Anyway, that’s what we’re doing and if you want to see one in action go to twocommaclublive.com, it’ll be up for the next couple of days before the event starts, and you can see what it looks like there. So that’s what I wanted to share with you guys. The invisible funnel is back, I hope you use it, I hope you enjoy it. And with that said, I’ll talk to you guys all again later. Bye everybody.

How to quickly double sales by weaving the 3 invisible closes into every step of your funnel… On this episode that is from a presentation at 2019’s Funnel Hacking Live, Russell talks about the 3 Closes. Here are the 3 closes he explains in today’s episode: The Emotional Close The Logical Close And the Urgency and Scarcity Close Find out what each of this closes is, and why Russell uses them in every single funnel. ---Transcript--- Hey everybody, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. I am pumped that you are here. I cannot wait to share some cool stuff with you guys today. It’s funny, I’m actually working through a big project right now, so I’ve been logging into all the archives from Funnel Hacking Live from the past 5 or 6 years, or however many years we’ve done it. And I’ve found this little presentation that I forgot I did this last Funnel Hacking Live, it’s only 15 minutes long, but it’s called the 3 closes, how to quickly double sales by weaving the 3 invisible closes into every step of your funnel. I kind of just re-watched it real quick, I’m like, “This is really good. People should hear this.” So I’m going to give you guys a gift today. I’m going to let you guys listen in on this presentation. But if you’re going to listen to it, I need your help. The help I need when you’re done listening to it, because I’m giving you this stuff for free, everyone else had to pay to get this, so if I’m going to hook you up and give you this for free, the thing I want in return is for you guys to take a snap shot on your phone as you’re listening to this and post it on social media and tell everyone to go listen to this episode. Be like, ‘Dude this episode was sweet. Go listen to it, the 3 closes.” And just get people to come listen. So that’s my only request. You don’t have to do it but if you’d like to that would be really, really cool. It’d mean a lot to me. When you do that, make sure you tag me and do #marketingsecrets, that way it will show up and I can see. Love to hear your comments on why you liked this episode. And I appreciate you guys sharing it in advance. Okay, with that said, I’m going to queue up the theme song, and when we come back you’re going to have the chance to listen to one of my presentations from Funnel Hacking Live called The 3 Closes: How to Quickly Double Sales By Weaving These 3 Invisible Closes Into Every Step of Your Funnel. Here we go. This is a framework that I've been using for myself for a long time. And I assumed that everybody knew it or did it. And one time we had a marketing meeting, this is probably about a year ago, we flew most of our marketing team into Boise and we're sitting there and I remember mapping this out. I was explaining the layout of landing page. And I said, “Hey, just so you know, this is the three closes and how we use them on a landing page.” And everyone, my team's like, “What?” They start freaking out. And I was like, “Didn't everybody know this?” They’re like, “I don't think anybody knows this. You've never talked about it before. No one's ever shared it.” And I was like, “Oh my gosh, that's amazing.” So I've never really talked about this publicly anywhere before besides right now and right here. So I want to kind of go through this. So I call this the three closes, how to quickly double sales by weaving these three invisible closes into every step of your funnel. Okay? And this is what the framework looks like and it's emotion, logic, and fear. All right, so step into kind of the, the pre-frame so you can understand how this framework works. So the first thing you have to understand, I learned this originally from Perry Belcher, I think Perry learned from Dan Kennedy, but I'm not sure, but he says something really interesting. He said, he said, if you look at anything in life, the reason why people either move towards you or they don't move at all is because of this weird thing that we have as humans called status. We like to feel status, right? And so that's kind of the how this, all selling is based on this when you start understanding it. Okay? So it's all based on status. And so when somebody is looking at any opportunity you offer them, right? “Here's the new thing, here's my product, here's my service, here's my whatever” what they’re thinking about subconsciously, because subconsciously in their mind is “if I do this thing, if I buy this product, if I move forward in this way, is this thing that I'm considering doing? Is it going to increase my status or it's going to decrease my status?” That's the psychological turmoil they haven't had every single time they make an offer. It really boils down to that simple. “Is this gonna make me feel better about myself or is it gonna be for worse about myself? Maybe increase my status or decrease my status?” Okay and some of you guys are thinking, “Oh, that's not me. I don't make my decisions that way. Okay, I'm not so self centered that I'm worried about my status all the time.” But it's interesting to status works both ways. Some people buy really amazing things, like they'll say a really expensive watch or nice car because it'll increase their status like, “I'm going to feel really good.” Right? And so that's one side of the, some people, they don't buy a car that's really expensive because they feel like that will decrease their status. Right? The first time I ever shared this concept, I remember I was talking about um, a Ferrari and I'm going to share for I story here in a second. So I was talking about a Ferrari and I remember I was talking about, you know, you go to buy a Ferrari, you do it cause you want to increase in status. And I remember a lady in the audience raised her hand and she's like, “I would never buy a Ferrari. That would not increase my status. That would actually decrease my status.” I'm like exactly like, your fear is the other side like “If I buy this thing it's going to decrease my status.” I was like “What do you drive?” And she's like, “A minivan.” I'm like, “Why do you drive a minivan?” And she says, “Well it's because it makes me feel intelligent because I know it gets good gas mileage and it makes it safe for my family, all these kind of things.” I said, “So you bought a mini bank because increased your status.” She’s like, “Oh my gosh, I never thought of it that way.” I thought that everybody, you know, status was like this thing that was a negative connotation, but all of us do it. And so that's what you need to kind of understand. So as we move into this framework, I want you to look at it through that frame of, of understanding status. Okay? Alright, so the first close when we're selling anything is our emotional close. Now, emotion is the most powerful tool we have for selling anything, okay? And so that's why we spent a whole session last night for like two hours talking about the epiphany bridge and story. Okay, story is an emotional close. I'm telling you a story. I'm getting you engaged. All your feelings are happening, right? Okay, so you're getting the emotion. Now, emotion, like I said, is the most powerful thing. And for years, this is the only way that I knew how to close stuff. I would tell stories that were emotional, people feel it, right? And then they would go in there to buy things. And so emotion, people feel this emotion that gives them a status increase. Like, “Oh my gosh, it's so amazing. If I get this thing, if I buy this product or the service, I'm going to have better style, I'm going to have more happiness, more wealth, my physical appearance, I’m going to feel better about myself going to lose weight. I'm going to make money, I'm going to…” you know, whatever the thing might be. So it's an emotional decision. Right now if you look at the metrics, about 50% of your sales will come from the emotional close. And some of you guys, that's all you use, just the emotional close. And that's okay. That's what I did for probably the first decade before I did the second two closes. But 50% of your sales will come from the emotional close. Okay? Now this is the picture of Todd. Do you guys like that red car? So this is Todd's red car and I remember he saw it and he was like freaking out and he's like, “I want to buy this car.” And he went and he jumped in the car. And he sat in, he drove around, he felt amazing, and he's like, “This is amazing. Can you imagine driving this car every single day, how awesome it would be?” And he's sitting there visualizing the increase in status like, “I'm gonna feel really good, people gonna see this car, it's going to be awesome.” Right? So the very first thing is he's emotionally sold. He's like, “This is good. I need this thing.” Right? Okay. And so most sales happen emotionally initially, right? Like imagine you guys, the last car that you bought, when you got on the first time you sat down and you're like, “Oh my gosh, this is amazing, right?” It's the emotion you feel of it. And it's true to anything life. By the way, think about the last five things you bought. You sat there, you're emotionally like, “Oh, this would be really cool to have. I want that thing.” Okay? But then what happens is after the motion kind of runs this way and you're like, “I need this thing, I have to buy it.” then we have people we love around us. Like, for example, Todd, this is his beautiful wife, Ashley, and he's got to drive home in this car and tell Ashley about the emotional experience he just had. She didn't have the same emotional experience that Todd had when he first stepped in this car, I'm pretty sure. And so from there now we transitioned to the second close, which is the logical close. So after Todd bought the car, he signed on the line, he Voxed me and he started talking to me about the gas mileage, about how the resale value is so great on this car. And he's been going on and on and on. I started laughing like, “Todd, I'm the most emotional person you have ever met. You do not have to logically convince me of anything.” He's like, “I know, but I'm driving home in a few minutes and I have to logically convince Ashley, that this was a good purchase.” And so the second close is logic. So logic is all about avoiding a status decrease, so all of us, we buy things emotionally and we justify them logically. So if you don't have logic in your, in your pitch, in your presentations and the way you're selling, a big percentage, 50% or more of your audience will not buy, even if they're emotionally moved to buy. Because it’s like, “This is amazing. But like, what about the decrease in status.” right? They feel the emotion of the increase in status. They're excited by it, but then they fear the decrease of status. Like, “What's my wife gonna think? My family, my friends, what if I drive this car to to school? Are the other parents going to think like all the different things that they start freaking out about, right? They have this fear of the decrease of status. And so because of that you have to also speak to the logical mind. And so the second close in any sales presentation is the logical close. So you start with emotion, 50% of buyers come from emotion and then about 30% of the buyers will come from the logical close. So would you logically explain things mostly so that they have the ammunition they need to logically explain to other people. So they don't feel a decrease in status. Okay. There's no logic in buying a Ferrari. I had them for a while. It was the worst car ever. If you don't plug it in every night, it dies. Okay. You can't jump into, you have to plug it in. Takes a week to recharge, it was the worst car ever. It broke down every time I drove it. It was insane, there's no logical reason to have a Ferrari. It's horrible. In fact, I was talking to Todd the other day, he's like, “Yeah, I left it un-plugged and it sat in the driveway for a week because we didn't, we couldn't get it back.” I'm like, “It's the worst car ever.” Right emotionally though, man. It looks good. I've never been a hot girl ever, but when I drove my Ferrari the two times that it worked before it broke down every time, I would drive to the gas station and all the sudden men from everywhere would start popping up from the gas station come around me. I was just like, and they’re like, “How many horses are in there?” I'm like, “I don't, I'm not, I don't know. I'm not a car guy.” And they're like, “Can I get a picture with it?” I'm like, “I guess like I feel so violated. This is the weirdest thing in the world.” The other weird thing is you drive down the street and you see the other cars coming. And it was funny because the women drivers never noticed any of it. But the men would be like, every single man. And I would see people like flip around and speed past me with their cameras getting selfies, like, “Oh look at the Ferrari.” I'm like, “This is the weirdest thing ever.” Emotionally it was amazing. I felt like a rock star. But logically it's the worst car I've ever driven, ever. It’s horrible. Alright, we understand emotional is that increasing status. Logic is about protecting yourself in a decrease in status. And 30% your sales come from logic. And then the third close is what we call fear or FOMO, fear of missing out. This is the urgency and scarcity. There's some people that no matter how much status increase they think they're going to get or how much logically they convince themselves and others around them that they can buy something they won't buy, they won't take action unless you're going to take it away. The fear of missing out is the thing that gets the last 20% of people to buy. And so this pattern is happening everywhere. You guys will see it at this event alone, I'm going to be using this process a bunch of times on you. Hopefully you guys will respect that and appreciate it and see it. Okay, but I want you guys to start seeing where these things are weaving in. I got a lot of things. Here's some examples, so emotion, logic, fear: So just feeling this event alone, how many guys were at last year’s Funnel Hacking Live, and at the very end where I was like, “Hey, you should buy tickets next year.” And you're like, “Whoa.” And you ran the back and you bought tickets? Where are my emotional buyers? I love you guys. Thank you for doing that. Yeah. So these emotional buyers, they had an amazing emotional experience last for Funnel Hacking Live. They're like, “This is insane. Next I'm going to be on stage. I'm gonna get my award. This is the most amazing thing on earth. I'm going to commit to myself right now. I'm not going to do it.” Those are my emotional buyers, you guys all signed up before the event even left. I’m so grateful for you guys. I hope by next year you are all emotional buyers. I would make my job of selling tickets so much easier. Okay, that's step number one. Okay. So we get the emotional buyers. And then it’s like, everyone's like, “Well I don't know if next year, if I'm in a winter ward yet, I don't know if this, well, what if the speakers aren't good? What if this,….” and like all the logic, right? Like, “Oh, what if I go and like I don't learn anything new because I already know everything Russell's ever said. I've read all his books, I know everything.” And also the logic starts coming in, right? And so the next set of closes for us, we start introducing speakers and he speaker my, “Here's the speaker. This is why you need to hear from them. Logically, this is the part you're stuck on. This person's give you that piece. Here's the next speaker, here's the next speaker, the next speaker.” I spend the next two months of my life doing interviews, all speakers, and everyone's like, logically, “Okay? Alright, if Jermaine is going to come, then I'm going to come because, you know, logically it makes sense. I need that piece. Oh no, I logically I need design hacking. If Catherine's going to be there, I'm going to come.” And logically for two months I start closing the next set of sales through logic, right? So the next 30% of our sales came through the campaign like this, right? And then guess how the last 20% of tickets were sold? Literally the last day when I'm like, “Hey, tickets sell out tomorrow, and then they're gone forever.” And all the rest of you guys were like, “Oh! Oh my gosh, Russell’s been talking about this every day for 12 months of his life. I think I'm going to finally get it.” And then we close down ticket sales the next day and People are like, “I didn't know it was closing down. I need to take it.” I'm like, “Are you serious? Every day for a year I've been telling you about this.” It’s painful, but this is the process. So I'm showing you this because this is a typical campaign. We lead with emotions, we lead with webinars or product launch videos, things like that, videos. We’re getting the emotional close, right? Then we transition to the logical closes and we end with urgency and scarcity, right? Emotion, logic, fear. If you look at the perfect webinar script, it is strategically designed to do this exact same thing. The very first section of the perfect webinar is all about emotion. We're breaking false beliefs, am I right? Then we transition to the stack and the close, as a very logical argument about why you need this thing and this thing and this thing and the value. I'm logically convincing you why it's actually worth the thing you did. So if I go back and say “Here, you're feeling the emotion of like, yes, this is an increase my status. If I get the thing.” and I transition to the close and you’re like, “Oh, but what's my wife gonna say if I have to talk to her about this? It’s a really good offer, is it really good deal? Like what are my friends gonna think? What if I buy in? It doesn't work?” And all the sudden the logical mind starts freaking out. So I come and I do the stack. And in the stack I'll walk you through that. I'm like, “This is the offer. This is the value.” You're like, “Oh my gosh, this is a really good deal. Okay.” and you've grabbed your wife or your spouse, your husband and be like, “Look, this is a really good deal. Check out the offer.” And they're like, “Are you sure this is a good deal?” And you're convincing them logically, right? And then at the end, call to action. We have urgency and scarcity, “This is why you got to buy now.” Okay? So that happens inside of the actual webinar script. Okay. Same thing happens in the webinar funnel, okay? At a macro level, you step out in the webinar funnel, the first part of the webinar campaign is all about emotion, right? They register, they get the indoctrination videos, they watch the webinar, it's a very emotional sell. From there, we transition to the replays, which are very heavily pushing the offer. We talk about “Go watch the replay and here's the offer, here's the offer.” And then the end of the campaign, we do our urgency and scarcity in the last 20% of sales come the last day when everybody's like, “Oh, this offer is disappearing, and I must finally go.” Okay, emotion, logic and fear. Okay? We also see in our landing pages. If I know that the best opportunity to have to sell is, is, is emotion, the top one, third of my page is all speaking towards emotion. If you look at any of my landing pages you'll notice that the emotional pitch is everything above the fold. Above the fold means without having to scroll, everything you see on the page is all emotion, right? And it's crazy. If you guys use analytics, like the tracking software, see how people scroll down. It's like most people never scroll past the initial thing, right? What happens is emotional buyers like “This is amazing.” Boom, they buy. And then the logical buyer is like, “This is amazing, but like….” and then they start scrolling for more information. So they scroll down and it's like, “Oh, here's all the emotional arguments about why you should buy this thing.” We speak to emotion, excuse me, we speak to logic here, so my logical people who are typically more readers will start reading through the longer form of the thing, they get the justification they need, and at the bottom is like my urgency and scarcity, “This is why you got to act now.” You start noticing this in all my landing pages, you'll notice top one third is emotion, next big section is logic, the last 20% is urgency and scarcity and fear. Same thing happens in my email campaigns. Somebody comes into my list, they join my list, my first few emails are all going to be speaking towards the emotion. You notice I'm telling stories to get you excited and then I'll transition to like, “Okay, let me talk logically why this is the thing you need.” And then we end with urgency and scarcity and we close down the campaign. It happens inside my email campaigns. If you look at my value ladder, how we send people up through it and he stepped in the value ladder, boom, this follow up sequence that takes somebody through that step of the value ladder and then moves to next goes through emotion, logic and fear. Then you move to the next one and then boom, the next one that goes through emotion and logic and fear. So that pattern just weaves throughout every single campaign as we're moving people through our value ladder and ascending them up, okay? And it's also happening not just not just there, but in all of our campaigns. This is kind of why I map out my campaigns. So we get emotion, logic, fear’s is up at the top here. Left hand side is, like, “here is when somebody comes to this page, they click on the ad, now we have re-targeted campaigns, okay? Even our retargeting campaigns follow this process, right? The first set of ads they see after they hit a landing page to click on an ad, are all very emotional based ads, right? Okay. And if they haven't bought off the emotional, we transition to logical based ads, and they haven't bought up the logical based ads, then we transition to the urgency and scarcity ads. So it happens there in retargeting campaigns happens in our email campaigns. happens in every single aspect. This pattern happens over and over and over and over again. So that you guys is the urgency and scarcity, or excuse me, The 3 Closes Framework. You guys like that?

What happened to me this weekend, and what you can learn from it. On this episode Russell talks about the events of the past weekend and how he handled the situation when it got tough and gives some solid advice about the best way to get through it. Here are some of the helpful things you will hear in today’s episode: Find out what Russell decided to do instead of fight back. Hear why Russell is okay, but his friends and family had a hard time with the situation. And see why in the end, Russell believes the whole thing turned into a good thing and an important conversation. So listen here to find out how Russell was able to handle the tough situation of when people attack you on social media. ---Transcript--- Hey, what’s up everybody? This is Russell Brunson, I want to welcome you back to the Marketing Secrets podcast. Today I want to talk to you about how to defuse intense social situations. Alright so this is kind of a hard podcast to make, and I’m not going to go into the details because I don’t want to, to be completely honest. It’s a hard, it’s a hard battle to win. I don’t think you can win in this battle. But this last weekend, I was trying to participate, trying to be helpful, trying to do what I thought would be best in the situation, and I’ll leave it at that. Obviously it’s been a crazy, it’s been a last crazy 3 months or so since this Coronavirus hit. The last week of escalation has been even harder I think. Anyway, I was trying to do my best on social to help and be helpful, and what I thought was the right path, looking back now I understand why it wasn’t. But I didn’t understand it at the time, but I was doing my best. So again, I think we should all give people some grace as they’re trying to figure these things out and trying to do their best. But anyway, I’ll step back because what I wanted to talk to you guys about is more what happened as far as how I kind of dealt with the negativity of the social media part. Because that’s what I think a lot of people in our world are trying to teach, ‘You need to be publishing every single day and putting things out there.” it can be hard when you do and people beat you up and they beat you up bad. I got beat up pretty bad this weekend. I’m not going to lie, it was emotional for me, for my family, for people I know, it was tough. I think it could have gone a couple of ways. It could have gone a lot worse. I think there were some things I did that were good, some things I did that were bad, so I wanted to kind of comment on them, because hopefully it will help you guys as you’re trying to figure this out. As people who are trying to publish and trying to influence, trying to help, and trying to serve, you’re always in the limelight. And I’m kind of lucky because I’ve been doing this now for 18 years. So my skin has gotten thick. I have taken a lot of beatings in the years, which is why some people are like, “Why are not more social about this, or less social.” And different things like that, just because I’ve had a chance to get beat up a little bit. So for me, as tough as this weekend was, it was bearable for me. It was like, “Well okay, that was not pleasant, but it was okay.” But I know a lot of people around me, my wife and her family and people who go to church with me, who are like, the first time ever seeing a debate happening on my fan page, and people who are angry at me and yelling at me, and all this craziness, it was just like, ‘Oh.” I had people in my ward, a ward here for our church is like our congregation, who are writing letters and putting them in my mailbox and making sure I was okay. You know, it’s funny because they don’t, for most of them this is the first time they’ve witnessed a social fight. And again, it’s been really tough for a lot of them. Not fight, but social discussion, a heated discussion. You know, obviously with me running as many ads as we do, I see this stuff every single day in my comments. Those of you who have run paid ads you know that the comments are really, really brutal and people beat you up. Again, I’ve been doing this for a long time, so I’ve got pretty thick skin around it. But most people around me that I love don’t. So sometimes it’s hard because even if you’re like, “I can handle this.” The harder part is not me handling it, it’s seeing my wife crying as she’s reading stuff. That’s the harder part of this. But I want to talk about this because for me, I had good intentions, I was trying to post, I was trying to help. So that’s the first step of it, and then when you get people who are viciously attacking you because of it, what do you do and how do you do it? And it’s tough because what I felt like, is I was standing there walking out like, ‘Hey, how can I help? How can I help?” and all the sudden I get punched in the face. “What are you doing? I’m here to help. You guys know that right?” and a punch and punch and a punch. What is your instinct reaction? For me, especially for me as like a wrestler, someone who like, I love combat sports, I love fighting, I love wrestling, I love, that’s how you, it’s like, it’s on, let’s go. So for me it was like getting punched and punched, and after 4 or 5 punches you just want to fight back. And I know I had friends and family members like, “I wanted to go and post and tell people all these things.” And some people did, which didn’t help. I remember in the moment I was just like, “Gah, I want to like, I want to go and defend myself.” I want to go out there and I want to like, you know attack back at these people, and there’s this stuff that’s happening. So as I sat there I tried to do something that’s hard, and it was hard for me. And I’m telling you this because hopefully this will help you if and when these things happen to you. So instead of me doing the default Russell, which is become defensive and go and try to attack, instead I stopped and I was like, “Okay, I’m going to try to listen. As painful as it is, I’m just going to listen.” And so I, the post, I want to pull the post down so badly, but I kept it up for over 24 hours, I let people come and post and I tried to just read and listen and tried to like, let me put myself in their perspective, let me put myself in their feet. How are they feeling? Why are they so defensive? Why is this happening? And I really tried. And it’s hard. I’m not going to say that I have perfect empathy or understanding by any stretch of the imagination because I don’t. But I tried to listen. And instead of me doing what I would normally default and do which is fight back, I stopped and said, “What if they’re right? What if how I’m looking at this is wrong? How can I defuse this?” and I realized the way to defuse this was not to hold my ground and be right, because being right is not always right. So instead I said, I’m going to try and go the other way. So to the people who were the most vocal to me, I tried to reach out to them and ask for their help. So instead of fighting back and being like, “Blah, blah, blah.’ I said, “You’re right. Can you help me? Help me understand, help me be better, help me figure this out.” And it was crazy to see how taking that stance instead of what your gut instincts are, the fight or flight, instead to humble and to ask for help. It changed and defused the situation almost instantly. And it gave me this really cool window during it, but then afterwards to really actually start to understand. And for that I’m super grateful. I don’t think it was a matter of who was right and who was wrong. I think that in this situation we were both right, but because we had different perspectives it doesn’t look the same. And I think when I was able to find out the other person’s perspective I realized, I think I’m still trying to do the right thing, but I did it wrong. Maybe I didn’t go about it the right way. Anyway, it was good and I’m grateful for the moment that happened. So I’m telling you this because as you go out there and you try to change the world in your own little way, just like I’m trying to do and you’re trying to do if you’re listening to me, there are going to be times that you’re going to get beat up bad, and your instincts are going to be to fight, and I want to challenge you to not fight. To instead stop and listen, try to put yourself in their shoes, try to have empathy, and instead of fighting back ask for understanding. Respond to the comment like, “You’re probably right in this situation. And I don’t understand why but I would love to figure it out. Can we jump on messenger and talk? Can you message me, can we call, can I…?” and by doing that it shifts the conversation, it shifts the everything. So anyway, that’s kind of what we did this week and I wanted to kind of share it with you guys because again, I got hit with it hard, harder than I’ve been hit in a long, long time. But when all is said and done I think it turned out really good, for me, for my community, for our company. Anyway, I just wanted to put that out there as a way to navigate these really strange times that are hard to navigate. People are struggling, they’re hurting, they’re in pain. Anyway, I hope that helps somebody. Because I’m sure that right now either you are vocal or you’re not vocal, but regardless of if you’re vocal or you’re not vocal right now, you’re feeling the pressure and the stress and the not knowing what to do and how to do it, and you’re probably going to do it wrong. The biggest thing is don’t respond the gut instinct way, which is to fight back. Instead stop and say, “Okay, I’m going to try and humble myself and I’m going to sit back and I’m going to ask questions and put myself in their situation and I’m going to try and have empathy and then I’m going to ask for help.” And I think if you can do that, like I said, it changed the situation, the conversation and it ended up turning into a really positive thing overall. So there’s my feedback, my ideas, my help. Take it for what it’s worth. But I think the last thing to is just to kind of come back and for me doing this now for 18 years, it’s like I’ve gotten thick skin, you’ve got to kind of start growing thick skin. Because it’s not, no matter what you do, no matter who’s going to love you, even if it’s like, I don’t remember the Seinfeld episode where somebody didn’t like Jerry, and Jerry’s mom is like, “How could you not like Jerry? He’s the…” and he’s like, “No, some people aren’t going to like me.” And it’s like the same thing, they’re like, “How can you not like Russell? How can you not like so and so? They’re trying so hard, they’re super nice.” But just some people aren’t going to like you, they’re not going to like what you have to say or what you believe. And that’s okay. You’ve got to be okay with that. You still gotta love them and respect them, and do your best. Anyway, take that for what it’s worth. I appreciate you guys for listening. Hopefully you enjoyed this episode. If you did, please take a screen shot of it, post it on your social channels and let me know, tag me on it. It would be fun to hear your comments and your feedback. Thanks so much you guys, appreciate you and we’ll talk to you soon. Bye everybody.

Lauren Comito is a cape wearing, ukulele playing, sword swinging, activist librarian in NYC. She is currently a Neighborhood Library Supervisor at Brooklyn Public Library, Library Journal's 2020 Librarian of the Year, and is founder and the Chairwoman of the Board of Urban Librarians Unite, a national c3 not for profit focusing on providing training, advocacy, and support for front-line library staff working in large urban systems. Lauren has spent the last 30 years figuring out how to make her ADHD work for her, and has done a pretty good job of it. She is creative, passionate about connecting library patrons to the services they need, and a true believer in the ability of the library to change people’s lives and communities for the better. Enjoy!   ***CORONA VIRUS EDITION***   In this episode Peter & Lauren discuss: 1:32-  Intro and welcome Librarian of the Year, Lauren Comito!  Ref: Library Journal 3:05-  So what happens at a Librarian of the Year awards banquet?? 4:15-  What are the lion’s names at the New York Public Library on 5th Ave? What are the Muppet critics’ names? 4:48-  So when were you diagnosed with ADHD? 5:50-  How does someone with ADHD end up loving libraries? 7:14-  Would you say libraries are mm… like the last bastion of societal levelazation, if that’s even a word? 8:20-  On new and antiquated “library tech” 9:40-  How do you thrive with your ADHD? 11:53-  What’s the hardest part about having ADHD?  Also, what’s the hardest part about having ADHD as a Librarian? 12:48-  So how are you handling the quarantine? 14:00-  Sometimes the more you do, the less productive you are, or become. Have you hit any wall, or law of diminishing returns? 15:00-  How do you say “no” when we always kinda need to say “yes”? 16:00-  What’s the best piece of advice you’d give to our listeners, especially during this era of Covid-19? 17:18-  Other than being Librarian of the Year, what is the best, strangest, or whatever moment you’ve ever experienced as a librarian? 18:54-  How can people find you? @Librarianator on INSTA or via www.LaurenComito.Rocks 19:19-  Thank you Lauren for joining us today! And thank YOU for subscribing, reviewing and listening. Your reviews are working! Even if you’ve reviewed us before, would you please write even a short one for this episode? Each review that you post helps to ensure that word will continue to spread, and that we will all be able to reach & help more people! You can always reach me via peter@shankman.com or @petershankman on all of the socials. You can also find us at @FasterThanNormal on all of the socials. STAY HEALTHY - STAY SAFE - PLEASE WEAR YOUR MASK.. until next time! 20:00-  Faster Than Normal Podcast info & credits As always, leave us a comment below and please drop us a review on iTunes and of course, subscribe to the podcast if you haven’t already! As you know, the more reviews we get, the more people we can reach. Help us to show the world that ADHD is a gift, not a curse! Do you know of anyone you think should be on the FTN podcast? Shoot us a note, we’d love to hear! We have a new sister video cast called 20MinutesInLockdown! A video podcast devoted to learning fascinating lessons from interesting humans all around the world, all in 20 minutes or less!  20 Minutes in Lockdown was born in early April of 2020, when we were in fact, in lockdown, and couldn’t do much of anything. Realizing that more than ever, people could benefit from learning from people outside of their comfort zone – people with interesting stories to tell, people with good advice, people with useful ideas that could help improve lives, we started hosting short Facebook video interviews, and we grew from there. (Plus, you can actually see my hair colors change before your very eyes!) Check it out:  www.20MinutesInLockdown.com   TRANSCRIPT: Hey guys, Peter, Shankman welcome to another episode of faster than normal. Coronavirus edition episode. I don't even know at this point, literally does it matter? Like every day it just sort of merges into days. We took a couple of weeks off to sort of get our bearings thought, we'd go away. That didn't work. So we're back and we're still here and we're still alive and we're still surviving. And I hope you guys are too. We're me. The damn mask. I'm so sick. You know, if we just, if we had done what China did, which was the Steve Irwin side, threaten to shoot them and say walked outside three months later, we'd all be back at work. And now we have those stupid things called freedom. And for some reason, half American thinks that not wearing a mask or wearing masterpiece of their freedom. So I'm not going to get that because that's on the show. It's not a show that we talk about that. Although it's driving me crazy where the DMS good enough. There's my rent. Thank you for being here. Good to have you. We have a guest today who is a librarian. She has an ADHD librarian. If there were ever did not fit together. You know, ADHD libraries I think is one of them. Two of those words, without question Lauren Camino is a Cape wearing ukulele playing sword, swinging activists, library, activists, librarian. That's like a band named miss librarian. In New York city, she's a neighborhood library supervisor at Brooklyn public library, library, library journals 2020 librarian of the year. All right. So I learned two things from that one. There's something called library journal, and they have a library of the year, which Lauren one, which I just think is freaking awesome. Lauren. Well, that's so cool. Librarian of the year. Welcome to faster than normal. I'm so glad to have you. Thanks. Yeah. The librarian of the year thing was a bit nuts. Worst possible year to be it, but, Oh, I'll tell you about it. There's the joke about 2020, right? I'm I'm I'm I'm uh, you know, in Hawaii. No, you're not. No, no, no, no, everybody, all my, all my friends who've had it before or like, it's going to be great. You're going to travel so much. Well, is that, is it like the award ceremony? I imagine I'm trying to imagine a librarian party. Is it just like, it's just like one big ass, like, can you not even talk about it? Is it like. What happens to the library, your library of the year awards. Yeah. So that was actually fun. Um, what they did was they put us up in front of everybody and then made us stand there and listen, as people said, nice things about us, which is. One of the most awkward experience that's about as low key exciting. I would expect a librarian of the award of the year award party. Yeah. That one is more official. There have been conferences where we have, um, drank out the bars, but that wasn't, that wasn't one of them where the bars ran out. I believe that for two days you would never expect, you know, I just, yeah. I imagined like a whole bunch of likely 50 or 60 librarians. Shutting down the bar for you, ribbons fat lions and like, just get wasted on good quality tequila. I can totally see that. It's always, yeah. The first time we hit it city for a conference, they're not expecting it. And the second time they know better. Alright, so, so let's talk. So I love libraries. I love to read, by the way, I got to ask you and you better know this, or it's gonna be, I'm gonna report it back to your boss. The name of the, what's the name of the lions. Patience and fortitude and named them that after the depression. Yes, he did. Oh, that's my girl. Right? That's like that. I don't work for New York public library question. Great question. That's important note, patience and fortitude. And what was the other, there's a follow up questions that, which is the name of the, uh, name of the two Muppets who sit up in the balcony and complain. Oh, that I don't remember because that's a New York thing to Statler and Waldorf. Yup. That makes sense. Very cool. So when were you diagnosed with ADHD? Oh, I was seven, seven years old, super early. I was like 1989. It wasn't really a thing. 1989. You were spent on it to fight for it. I was going to high school and I say, okay, yeah, this interview's over. So here's my question. You young, young person. So I look, I love to read, I had a library card from second. I was born. I performed Staten Island st. George library, headache play series every year. And I acted in, I was crane. I think when I was seven years old, um, that's a library, which is awesome. But when it came time, like the Dewey decimal system, right. Or card catalogs or things like that, that's where the ADHD kicked in. ADHD. So there's this sort of stereotype about librarians and libraries that we're all one organized, just not true. Uh, quiet bookish and like. That it's just about reading and that's not necessarily why I love libraries. Um, I sort of fell into libraries when art history seemed like a bad career path, but I really liked the people and there's so many different people, right? It's like the last place in society where you can go and have like toddlers. Seniors for knitting program, somebody looking for a job and people who just need a place to be for the day. Cause there's literally nowhere else for them to sit all in one space and have to sort of navigate that the societal expectations of those people being together. And it's just kind of, while also helping them find the information that they need to live their lives. And it's just kind of this fascinating mint miniature society that pops up in like every library building and. The country. Is it the last, um, is it the last, it's the last bastion of levelization? Every you walk in the library and everyone there is on the same plane sort of, I mean, society goes into libraries. It's not, we do our best right. The all of the problems that exist in society also exists in libraries. People, you know, the differences in resources available to people on one block are vastly different than the resources of the people that live on the next block. Like even. In New York city, you go from block to block and like the cost of the houses changes by like five times. Yeah. And like all of those people have to be in the same place and they, and they bring everything, lets them, you know, all of, all of this sort of societal inequality is come with you into the library. I remember being in public school, how to be junior high and we would always have projects where we had to go to the library. It was, it was very close. Um, setting out library st. George Branch is very close to. My junior high. And we always had at least once a month had to go into the library and research something and do a project. And I know that back then it was hard to know. Right. And, and back then there was no internet. Um, I had that when I was a kid too, I kinda missed the card catalogs. I do have a bunch of cards. I told my daughter once that it was just this morning, we were listening to 10, 10 wins on a, on Alexa. And I said, um, I said, your grandpa, grandpa, grandpa used to play this all the time when I was growing up. And I hear it every breakfast as well as she just really, she goes. Where was your Alexa in your house? Yeah. Okay. We're done. But, um, you know, it was, it was always an amazing experience to me. The library was always, and I think the library was always a center of calm for me, which is something as ADHD. I didn't really have. Right. Just go there and just know that I can read and not get in trouble for getting lost in a book. Right. Because that's the thing, when I would find a book mighty and she would kick into my game and I, you know, 14 hours that will be up till 3:00 AM sometimes. And then I'm like, Oh no again. And you're like, this is going to suck in the morning, but it was worth it. Right. And so I think for me, it was the center of calm. What do you do for a bit? How are you, how do you manage it? How do you, um, so what's, what's sort of interesting about libraries is that they are large bureaucracies, right. And I have so many ideas. Constantly and larger accuracies tend to squash ideas. Um, and so I've had to like over the last 15 years, figure out how do I make some of those ideas happen anyway? And a lot of that has been just figuring out how to not take no for an answer off the bat, how to talk to people in a way. Way that they can actually hear me instead of being so excited that I run on for like five to 10 minutes about this amazing thing that we have to do right now. And then they can't follow me. And I sound like a crazy person. Right. So a lot of it's been like slowing myself down, making sure I'm listening to what you know, what people are worried about and then trying to move us forward anyway. But yeah, no, I mean, I have digital calendars. I have a sort of, um, modified bullet journal thing that I do where I just never put my notebook down. Um, if I'm walking around yeah. For, for, to do lists and notes for meetings and stuff, it has to be written down for like appointments. It has, I need a reminder. So it has to go in the digital calendar so that it'll pop up and tell me, like, you have to be somewhere in 15 minutes, but yeah. One time. I actually was checking out board books to someone and accidentally picked up my notebook and handed it to this mom. And she left with it. Oh my God. I managed to find her and call her and meet her off with her and get it back. But I don't know. There were like floor plans for things I wanted to do for a teen space in there. It was like I was going to lose. My entire life, because it was absolutely the worst day. Tell me about, um, what's the hardest thing about both having ADHD? So two separate questions. So like when I can't focus on things, I like. You know, like if it was just that I couldn't focus on the stuff, I don't like doing fine, whatever. I'll just make it work somehow. But like, when I want to read a book and I can't, that's kind of the worst, right. Is that like working in a bakery and not being able to eat the donuts or the breads. Yeah. I don't have time to read anymore. I've had times since I've been home, but I can't focus on reading because I've like, I'm really great in a crisis, but right now there's like a crisis that requires you to sit still. And that's true. I can't like, I feel like you can't do anything. I am volunteering for too much stuff. Uh, I've been working on, um, mutually dispatch to try to help people get resources. Cause it's very much like my job. Uh, I'm also a manager, so I'm having to have meetings with my team and make sure that they have all of the information. They need to try to work like work from home and do trainings and things so that they can keep active. Um, At some point, my building is going to reopen for holds pickup and I'm going to have to manage that. I'm doing zoom programming. Like we have a knitting group and there's a expecting a new parent support group that I'm hosting and helping one of my staff do this book club and doing the tech end because you can only access through him on his phone. Um, it's, there's actually a lot. To do. Um, but none of it, well, you know, it was like one of those things where none of it feels like it's really doing anything. Like after Sandy, I was on the book bus in the Rockaways, helping people find food and prescriptions. I'd like, That felt like doing something. So what do you, what do you do in terms of, um, you know, this is our life for the foreseeable future, right? And if people continue to not wear masks, they'll continue to be our lives for even longer. So what are we doing? How, how are you handling the premise of not being able to quote unquote, do anything when yet still managing to do so much? Is there, is there a limit where. It was a law of diminishing returns. Right. Is there a limit where the more you do the more you volunteer or do this or that the less productive you're actually being? Yeah, there's definitely a bit of that. I have a list of projects I'm working on, like on my bulletin board at my desk. And it says stop volunteering for stuff like, so that I don't volunteer for anything new until the things that are on that list are done because otherwise I won't really be able to do any of them. Well, I think one of the things I'm focused on focusing on is trying to help build community around the library, even though we're doing it online. What do you, um, how do you say now? How is it? It's not easy to say no, especially when you're for volunteering. There's a part of us, I think from an aviation perspective that wants to help. We just, we liked being needed. We liked helping me like doing thing. So how do you say no? Mmm. I've actually just been saying no or saying that maybe it's a good idea for some other voices to be heard in more working groups or like maybe, you know, Go ask like five people of color before you come back and ask me to be on this committee. You know, find somebody else I'm on it. I'm on a lot of committees. My voice gets heard. It's not going to be quiet, but there's other people and other staff that maybe don't get to be on those. And they have something really important and good to say. So come back if no one else says yes, What's the best piece of advice you can give, um, either as librarian or some of the ADHD or both, uh, for people listening, whether they are productive or whatever. Um, it's interesting. There's actually a lot of us. Um, there's a lot of librarians with ADHD and I, I talked to them a lot about like how to manage their work and make it so that they. Can get things done without being incredibly stressed out by expectations. And I think my. Biggest piece of advice would be to figure yourself out and then ask for what you need and don't wait. Right? So if you need your boss to actually send your meeting invites as a calendar invite. Yeah. That's an accommodation that should probably be made and will benefit everyone else. You're not hurting anyone by asking for it. And in fact, everyone on the meeting will be better off because they will also get reminders. Correct. You know, so like, Ask for things and then ask for what you need so that you can be super effective because otherwise nobody's going to make it and give it to you without you telling them what it is. What is the number one best moment, other than other than being librarian of the year? I just want to make sure I say that one more time. What is the best or strangest moment you've ever had as librarian? It was a long time ago, but there was this guy who was looking for work and the recession in like 2008 or not, well that recession. And he came in and I was helping him with his resume and he was a welder and he was just saying like, there's nothing. Special about me. I mean, in the meantime we're talking about like, he has a welding certificate, he has all of these skills. He makes fire escapes. Right. And I'm like, and I just, you know, getting to see his face change. And I'm like, of course, there's something special about you. Not everybody can make fire escapes and you keep people from dying. Like your job's important. And having him be able to make a resume and then go out for looking for a job. But this idea that like, no I'm important was kind of one of the best things I think I've ever run into. And I try to do that. I try to make it so that everybody can walk away from the library, thinking like I'm important, this library is here for me and it doesn't matter how much money I have or anything else. It's just, this is for me, I'm important. They treated me like I was important. Come on. I love that. It's very, very cool. Lauren, how can people reach you? How can they find you? Um, so I'm not on Twitter anymore. I am on Instagram at librarian eater. Um, and then my website is my website is Lauren komeito.rocks. I love it. Well, that seems like a neat top level domain. Very, very cool. All right guys, you've listed alarm Camino lights. Gotta say it 20, 20 librarian of the year. Okay. We are honored to have you thank you so much for taking the time. I'm so glad you reached out guys as always. We appreciate you listening to faster than normal. We're trying, we're trying to get through this whole thing. I hope you all stay in safe. It is tough. It takes some of the ASU that was miles an hour and dropping to five miles an hour. It's brutal through it day by day, doing the best we can. I appreciate you taking the time to listen. We should be sticking around. Tell some friends, leave a review. Anything you can do. As always. Thanks for listening. We'll see you next week with another interview, stay safe, stay healthy, stay home. And if he can see you guys. You've been listening to the faster than normal podcast we're available on iTunes, Stitcher and Google play. And of course at www dot  dot com. I'm your host, Peter Shankman. And you can find me@petershankman.com and at petershankman on all of the socials. If you like what you've heard, why not head over to your favorite podcast platform of choice? That'll leave us a review, come more people who leave positive reviews for more, the podcasts is shown and the more people we can help understand that ADHD is a gift, not a curse. Opening and closing themes were performed by Steven Byrom and the opening introduction was recorded by Bernie Wagenblast. Thank you so much for listening. We'll see you next week. .

One of my favorite new hooks that you can get created for a couple hundred bucks. On this episode Russell talks about how he used satisfying videos his kids enjoyed to come up with a new ad idea. Here are some of the amazing things to look forward to in today’s episode: Find out how looking at satisfying art videos helped Russell come up with a new ad idea. See how you can use cool art as a hook for your ads. And finally see what kind of art Russell went with to make his new ads. So listen here to find out what little hack Russell is now using to come up with amazing hooks for his ads. ---Transcript--- Hey, what’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets podcast. I’m excited to be here with you today, and today I want to share with you guys a little hack to make amazing ads that convert. Alright so we have this thing now where we’re spending a lot of time just creating ads and thinking about, “What’s the ad? What’s the hook? What’s going to get someone’s attention?” and the other day I was swiping through instagram or something, and I try to pay attention, what are the things that get me to stop? What are the things that I read and look at? I’m always looking at different things. And then I started thinking, I watch my kids right, my kids are really big into all these, these things that are, it makes me laugh, they always call them satisfying. They’re like, ‘Dad, look how satisfying this is. This thing’s so satisfying.” They’re always these weird art things with slime or with sand, or with shredding metal in a metal shredder. All these crazy things. And I was like, “Oh man, what if we did these different things and turned them into ads?” And the other day I went into instagram and went into search and started searching for cool art, or satisfying, or slime. I was typing in all these different key words, and I was seeing all these different, cool art things. And I started just liking a bunch of them, following their pages and stuff, because I wanted them to start showing up in my feed. And now inside my newsfeed I start seeing all these cool, crazy art things that people do. Like drawings and all sorts of different things. But the other day I saw one that caught my attention and I watched for a minute straight, and it was this guy and he does pancake art. So the camera’s above this pancake thing, and he’s drawing this picture and you’re seeing it, and it’s pretty cool. And then when he gets done he takes it and he flips it over and as soon as he flips over the pancake, you see the finished pancake. And man, I watched it and I went to his channel and I watched like probably 10 or 15 of them, and I showed my kids and it was so cool. Even though you kind of knew, “Oh he’s drawing Elsa,” or drawing whatever, you’re seeing all these different things, until he flips the pancake over, you don’t know exactly what it is. When he flips it over there’s all the detail and it just looks amazing. So I was like, “Oh my gosh, look how much this sucked me into watching this. I watched so many and I showed my kids them.” I was like, how do I get this to become an ad? Do I have him do a pancake of my face? I’m like, that’s annoying. No one wants to see a pancake of my face. What can I do? What can I do? And I was like, “What if I had them do the pancake of the book covers, Dotcom Secrets, Expert Secrets and Traffic Secrets?” So I emailed the guys on the channel, I was like, “Hey, how much would it cost to have you pancake art my books?” And it was a couple hundred bucks per book, it was not that expensive. I wired the money and just today I got back three pancakes that were flipped over. Them doodling my book and then flipping them over. And it turned out so cool, they were amazing. So now I’m going to take those and turn them into little ads. We’re going to have YouTube ads, Facebook ads, Instagram. Just a bunch of variations because, you know, you look at, you come back to step number one, we talk a lot about hook, story, offer. Hook, story, offer, what’s the hook that grabs their attention, and the story and then the offer. So I figure the pancake is the hook. You’re like, “What is he drawing?” and then boom, it flips over. While they’re watching I could tell the story about what’s happening, what he’s doodling and why I wrote this book. And then it flips over and it’s done, and then we can make the offer for them to go get a free copy of the books. So I have no idea right now if the ads going to work, or if it’s not going to work, if it’s going to be successful or not successful. But I do know it’s a good hook and it’s going to be really fun. And I’m excited to test it out. Especially when you look at some of the ads we make, we spend tons of money, some are just on my phone, but you never know what the hooks going to be that grabs someone’s attention. So for a couple hundred bucks to test it, it’s really, really exciting. So I’m excited for that. And then I started, after that I started looking into claymation, I started finding a claymation, and I messaged probably 10 different claymation artists for making claymation ads and stuff like that. So it’s just fun new things. So for you, this is why I brought this up. I want you guys to start going to instagram or Facebook or whatever and start looking at art. Look at artists, look at the cool designers, look at people that are doodling, that are sketching, that are doing just whatever. Or they’re creating things with their hands, just any kind of art that grabs your attention. Start following all the channels you can, and the more channels you follow, the more it will show up in your search results, when you start seeing all these different cool things, and then go reach out to the creators and say, “hey,that ad you created, or that image, that thing was amazing. Can I pay you whatever to have you create something like that for me and for my company?” And like I said, for us, for the pancake art it was a couple hundred bucks per book cover and it turned out so cool. And who knows, that could be the ad, the one that blows up. It’s funny because I remember, you never know which hooks are going to work. A couple of years ago we had the Harmon Brothers do our very first video with them. And it turned out amazing, we loved it. We spent tons of energy and money, we did this big launch, we threw this big bubble soccer party, all sorts of stuff. And the video did good, it got a million or so views and it was good. And then like a week later, Chris Record made a rap, a Sunny D rap, it was a Clickfunnels rap, and he just made it as a joke and sent it to us as a gift and we ran that, and that video actually got more impressions, more views, and more sales in Clickfunnels than this one we’d spent hundreds of thousands of dollars creating. So you never know what the hook is going to be. So that’s why it’s essential to create tons of hooks and trying thing after thing after thing after thing. And just trying them. I think this is a really fun and unique way. So for my side time when I’m bored, sitting around, like what I’m doing now is looking for artists who can create little things that give you a quick 30 seconds, grab their attention just enough to tell your story, and do the next thing. I saw Dean Graziosi a year, maybe two years ago running a bunch of ads and he did this little quick 5 second magic tricks. He was in his Tesla and there was a book on the Tesla screen and he went and grabbed it and it turned into a real book. Little camera magic tricks that are engaging. And one he had a box and he turned the box upside down and books kept falling out, but it was just enough to grab someone’s attention like, ‘How is that possible?” and then you can tell them the story. Hook, story, offer, right. So there’s my suggestion for you. Oh, I saw these other guys doing reverse stuff. So they had a banana and they’d peel it on video, then they’d do it backwards, and they’re so engaging. So I’m like, what kind of things can we do with that? Can I record myself ripping a page out of my book and then showing me putting it back in, backwards motion? Anyway, there’s a bunch of cool things you could do. So hopefully this gets the wheels in your head spinning for cool ways to make hooks that aren’t just you on your iPhone, even those kind of ads do work really, really well. But just another unique way to try and create something amazing. So that helps you guys, appreciate you all. I hope you’re having a great day. If you got any value from this episode or any episodes please take a screen shot on your phone, and then tag me on it, I love to hear what your big takeaway was. And it always makes my day, scrolling through my feed and I see people tagging screenshots of the podcast. So if you got something from this episode, please screen shot and share it. With that said, thank you so much and I will talk to you guys all again soon. Bye everybody.

I can’t believe that I missed this key as it’s changing everything for us now. On today’s episode Russell talks about shaking things up at Clickfunnels to get systems in place and make keeping up with everything they’ve gotten running, easier. Here are some of the amazing thing to listen for in this episode: Find out why Russell decided to make big changes in the company to make sure they could keep up with everything. See what kind of things they are focusing on now. And see why this will make it so Russell only has to work 3 Friday’s a month for one hour each. So listen here to find out how Russell changed things at Clickfunnels to make everything work more smoothly. ---Transcript--- Hey everyone, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. I’m so excited to have you guys here today. Today I’m going to return and report back on something we’ve been working on. I talked about this probably a month or two ago in the podcast as something I was thinking about doing, we were working on doing, and now that the practical application is happening and it’s working, it’s one of those things I wish I would have done two decades ago. Alright everybody, so if you remember I was talking a little while ago about setting out a more promotional schedule inside our calendar, where it’s like, the first week of every month we do this, the second week we do this, the third week… and it’s just like a consistent plan that happens over and over again. So I did a podcast episode on that a couple of months ago and then we’ve been slowly trying to implement things and figuring it out. And then it wasn’t until about two weeks ago in our company I basically stopped everyone, and everyone was doing a whole bunch of stuff. It’s funny, when I did my call with Rachel Hollis she was talking about the same thing. She’s like, ‘The difference between a peace time general and a war time general.” And I think prior to Covid-19 and all this stuff we were, I was a peace time general so I was talking about things, and things were slowly getting done, and when this whole, everything is changing, it was kind of coming in like, “okay its war time general now. I’m coming back in and taking over some stuff, we’re shifting a bunch of things.” And that’s what we’ve done here. You can ask my team, I came in and I shook up everything. “Everyone stop what you’re doing, now you do this, now you’re over here, this is how we’re shifting things around.” And it was cool, first off my team, it was really fun because I thought for a while everyone was going to be like, “Ah, who moved my cheese?” if you’ve read that book, “Who moved my cheese, everything is different.” But instead they were all excited and fired up and it’s been really fun. They’re just an amazing team. So that part is really good. So I want to walk you through kin dof what we did. So one of the big things that was interesting, and I take complete blame for this in my business. Some of you guys probably should be blaming yourself for your problems too. But the problem we have in Clickfunnels is like, obviously there’s two sides of the company. There’s the side that’s building the software, so that’s run by Todd, so those guys in there always building and improving it and making it better. On my side, my job is just how do we sell more Clickfunnels? That’s my role right, to get more members in and get people using it, educated, all those kind of things, so we’re always creating things to do stuff. And I think my problem is I get so excited about the next thing, where it’s like, we built FunnelFlix, we ran over there, we spent all this time, money, energy building FunnelFlix, we launched it, it did well, then we shifted to the next thing. We build this and we launch it, we shift to the next. And it’s just like, nothing really gets the time or attention it needs because we kind of leave it behind. The one thing I think that we in our company that we’ve done a really good job with was actually Clickfunnels. We spent 5 years focusing on Clickfunnels, getting people in Clickfunnels and so that’s why it’s done so well. But in all the other front end things, they do well, but there’s always these peaks and valleys, because it’s like wherever our focus goes energy flows and everything happens and then we shift somewhere else and it shifts again, and nothing compounds on itself. Until about a year and a half ago was the very first time we did the One Funnel Away Challenge. And for those who remember this, we did the original, inaugural one funnel away challenge, and launched it and it killed it. We had like 5 or 6000 people registered for it and it did great. It did really, really, it did awesome.  I think that was like September of two years ago. And then after that happened we didn’t do it again.  September, October, November, December, January, and then we had Funnel Hacking Live, and then it was like right after that we were like, “We have to do this again, it was so good.” So we sat back down, re-got it done, we launched it, but this time we did something different that we hadn’t before. This time instead of just launching it and me shifting my focus and the team shifting their focus, we left somebody behind. There’s a guy on our team named Shane Larsen and we’re just like, “Okay Shane, you’re in charge of OFA, and you need to make sure this is happening twice a month and this is the process and this is the thing.” And we kind of gave it to him to run. And he got a little team of a handful of people who run that division, that thing. And every single week, every single day, every single month they’re making it better and better and better. And now I look at, we’ve been running the OFA challenge for a year and a half, almost 2 years now, and it’s now one of the key parts of our business. We sell, you know, I don’t know the exact number, somewhere between 1000 and 2000 people every 2 weeks join the challenge and it keeps growing. In fact, if you haven’t taken the challenge yet, go to onefunnelaway.com. But it’s amazing and it’s just, the process gets better and better, and the coaching gets better and they systems. And it’s just consistently amazing. So that’s this one thing that’s happening, and we left someone behind. So I look back at what we’re doing now, and we have all these amazing assets that we’ve built out, but we haven’t left anyone behind. So we stepped back and said, Okay, instead of us figuring out the next thing, all we’re going to do is we’re going to figure out what are our core KPI, our core goals, so for us it’s like, how many Clickfunnels members? How many $297 a month level members, and how many $1500 a month level members? And say, what’s the KPI for each one? So the key performance indicator. How many people are in each of these tiers, that’s the number we need? And then what’s the tool, the system, the process we’re using to get somebody? So OFA gets somebody to join Clickfunnels right. So it’s like, now you’re in Clickfunnels how do we get them to stick? So we decided the tool, the thing, the process, the funnel, the thing that we’re going to do is called Funnel Fridays. Those of you who are on the email list, you saw last week we re-launched Funnel Fridays. And this time we had a system in place, a process, a team, we built out the whole thing, and we strategically figured out, and we launched it. And it was crazy, we had for the first Funnel Fridays we had 17,000 people registered for it, over…we upgraded our Zoom to 5000 people, holds 5000 people online. And two minutes before the webinar started we had 5000 maxed out. We had over 600 tickets in our help desk of people angry they couldn’t get in. I didn’t even know it was possible to get 5000 people to show up live. But they did. So we figured out that process, it works, we totally broke it and we had to fix a whole bunch of stuff. But now it’s done, there’s a team in place, and three weeks every single month there’s going to be a Funnel Fridays, and the process, the team, the system, everything is in place now. And I had to kill myself, like last week was super painful to get it done and out the door, but now there’s a process, there’s a manager, all the things are done, and there’s a team left behind. So now three times a month we’ll be doing a Funnel Fridays, and that will dramatically grow our Clickfunnels user base. And now there’s, again, we left somebody behind and now it’s just going to keep getting better and better and better. So now the next tier, so that’s like our $97 a month tier. So OFA gets people in, Funnel Fridays gets them to stick and to ascend, we give them templates and we give them training, and very specific funnels. Last week’s was membership funnels. The next one is going to be lead funnels, then we’re doing supplement funnels, then book funnels, they’re very specific. Each week focus is on a funnel type and we give people like 20 cool templates for free, and just this whole thing that’s goal is to increase the KPI of that tier of Clickfunnels. So the next tier of Clickfunnels is our $297 a month plan. So we’re like, “what’s the system we put in place that happens consistently where we get people in?” So the system that we’re doing, and this week we’re actually launching it, so we’re in the middle of it right now, but it’s kind of fun. We have FunnelFlix, which you guys know is this amazing training platform, we spent insane amounts of money building it, and licensing the best courses on the planet. Tony Robbins’ course is in there, Frank Kerns’ courses, my courses, Dan Kennedy’s courses. All the best courses you’d ever want are all in FunnelFlix. We did the initial launch, we got a ton of people in there, and we kind of shifted on. So now we’re like, “Okay, we need to build a team around this because one of our KPI’s, one of our core things we’re focusing on.” So we got a manager, we’ve got a  team, we’ve got all these things around that. So what we’re doing is the very first week of every single month, we’re launching a seven day live launch, which is a funnel we learned from Brendon Burchard when he spoke at last year’s Funnel Hacking Live and taught it, the seven day live launch. This week it’ll be happening, seven day live launch happens, we train through six sessions over three days, and at the end of it then, we pitch people to upgrade and ascend into FunnelFlix by doing a challenge tied to whatever that month’s seven day live launch is. So for example, this month, this week I’m doing a three day training called List Building Secrets, so we do that and I’m teaching it twice a day for three days, so there’s six sessions and at the end of it we basically say, if you want to get this course that we just created, this list building secrets course, it’s going to be inside of FunnelFlix, and over the next 21 days we’re doing a 21 day challenge to implement this process. So they can come in, go through the experience, go through the 21 day challenge, and at the end o fit, number one is they’ve got a list being built, and number two, now we’ve got people who have ascended up because they want to be part of that 21 day challenge, right. And then first week of every single month that will happen. So the first week of every single month there will be some kind of live training, it’ll be me or somebody else who is publishing on FunnelFlix, they’ll do the training, at the end of it, it’ll be the 21 day challenge, we’ll use that to get people in, but we know the first week of every single month that happens consistently, over and over and over again, which is exciting, right. And so that’s our $297 level. So the next tier up is our $1497 level. So how do we get people there? Once a quarter we have a whole sequence being built out to get people to ascend up there, and once a quarter it happens like clockwork. It happens consistently, and we’ll have the whole back end and everything in place. So now if you look at Clickfunnels, it’s really cool. Every two weeks there’s the OFA challenge, every 3 Fridays a week there is…Let me step back, the first week of every single month is a seven day live launch, focusing on a very specific topic, which then pushes people to the 21 day challenge. The other three Fridays of the month there’s a Funnel Fridays, focusing on one specific funnel type where we give them the templates and get them to stick or ascend up. Then once a quarter, the first week of every quarter we do a launch to get people into our Two Comma Club collective program. And again, that one hasn’t happened yet, but it’s coming soon. But what’s nice, now those things are all in place, there’s teams and managers behind them, literally after the last thing is done, I don’t really have a role in the company anymore, I’m done. There’s teams and people and everyone’s left behind, and my job becomes really easy. I show up 3 Friday’s a month for one hour to do a live training, that’s about it. Anyway, I’m excited. I wish I would have set these things up a long time ago instead of running from thing to thing to thing. Because part of me loves running from thing to thing to thing, it’s just focusing on making the one thing the best you have. So for me, again, my ascension is three tiers. So I have a tool, there’s a KPI that we track. So how many people were in collective this month? How many people were in FunnelFlix level this month? You know, looking at the KPI, we can see it all the time. There’s a team who’s responsible for that, and there’s a process so they know exactly what to do and how to do it. They don’t have to reinvent the wheel, they don’t have to be creative, they just have to follow the process, and that’s kind of the game plan. So I’m pumped, I’m excited, I wish I would have done it years ago. So for you, I would start looking at your thing. What’s your mechanism, what’s your thing you’re using to get people in the funnel, right? Maybe it’s a free book funnel, maybe it’s something. How do you get them now to convert? Is it a webinar funnel, is it a challenge, what’s that? What’s in place and who’s the team, and how consistently is it happening? And looking at those things, so that way your company can continue to grow whether or not you decide to be creative that week, or whether or not you get out of bed, or whether or not you show up. So anyway, that’s what I’m working on, it’s fun, it’s exciting. Last week we got FunnelFlix in place, the team, everything….excuse me, Funnel Fridays. Who names all their products “Funnel Something”? Come on now, Russell. Anyway, I blame myself. But that’s in place and then Funnel Fridays, no FunnelFlix will be in place this week, and then the collective will be in place next month and then it’s all done. The work is finished, I’m retired. Just kidding, but you know what I mean. Alright that’s all I got. Appreciate you all, thanks for hanging out, and I’ll talk to you guys all again soon. Bye everybody.

My thoughts as I start work on my new book. On this episode Russell talks about the process he is currently in to write his Clickfunnels startup story. Here are some of the awesome things you’ll hear in today’s episode: Find out how long this book idea has been in the works, and what kinds of things they are doing to gather information. Hear a timeline of all the main events that will documented in the new book. And find out why Russell believes this book is his way of leaving a legacy on earth when he’s no longer a part of it. So listen here to this awesome timeline of the Clickfunnels startup story. ---Transcript--- Hey what’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets podcast. Today I’m going to take you on a trip down memory lane. Alright so now that the Traffic Secrets book is done and everything is done and I swore I would never write a book again, the first thing my brain wants to do is write the next book. So here we go. Some of you guys have heard me talk about the fact that I bought the domain bootstrap.com and my goal was to tell the story of how Clickfunnels got bootstrapped. So instead of being a how-to book like all the secrets trilogy has been, this is going to be the story of what we did and how we did it. Anyway, I’m really excited for it, so I thought to start this project, obviously when I rewrote the Expert Secrets book I geeked out on A Hero’s Two Journeys and what it all looks like and mapping it out and I totally want to sit down and think, I want to take the Hero’s Two Journeys, and take the Clickfunnels storyline and see if we can sync it with all the different parts, to see how close we can match the actual hero’s two journeys. So that’s going to be a fun part of the process, but I’m not ready for that yet. So the first thing was like, I need to start building out a timeline to kind of see how this whole things started and where we went and everything. So I started a new trello board. And I basically started, if any of you have used Trello before, there’s different columns right. So I had a column for each year, and then Melanie’s working with me to go through and inside of each column is to make a card for all the major milestones like, “Oh we did Funnel Hacking Live. Oh, we wrote a book. Oh, we went to this event. Oh, we did that. Oh, we hit this…” just so we have a timeline of all the things that happened year by year. So we started in, let’s see, we started 2014 because that’s when we launched Clickfunnels. I’m like, well it started before that though because in 2013 we started building Clickfunnels, but if you go back to 2011 when I met Todd. And we kept going back, so now we’ve got the timeline all the way back to basically 2009. Anyway, it’s going to take me and Melanie probably the next couple of months to get this whole thing built out. But it’s kind of crazy. I started this whole, basically the first year I’m starting this is 2009. 2009 is when I met Dylan who is one of the original cofounders of Clickfunnels, and the long story is that early that year I got a random call from someone on Tony Robbins’ team who said he wanted to meet me. So then two weeks later I was in Toronto at UPW, which I need to add this to the card. At UPW I met Tony, and then I left and didn’t hear from him again. And then August 11, the day after my anniversary, I think it was August 10th we heard about it, but August 10 or 11 I was speaking at Stompernet and I got a call from Tony’s assistant asking if I wanted to speak in Fiji. And then you fast forward to two weeks later, August 29 I’m in Fiji with Tony Robbins. While I’m in Fiji I’m sitting there and I see this guy who is like the best designer I’ve ever seen.  And I asked a bunch of people, “Who is this guy?” his name is Dylan Jones, so I email Dylan Jones. And while I was in Namale in Fiji, I got an email back from Dylan saying, “Hey what’s up? What can you do for me?” So we did a couple of projects. And then in October of that month, he designed the user interface for a site called clickdotcom.com which was the original Clickfunnels. It never came to light, but we designed every single page. It’s crazy to look at the designs now, it’s like, this is so similar to what Clickfunnels ended up becoming, just in 2009. So this is 5 years before we actually launched Clickfunnels, which is crazy. So that’s how I met Dylan. And then, so that was 2009, then 2010 is when I had my big company crash and I laid off 90 people overnight and everything fell apart and I was like, “This is the worst thing in the world. This is horrible.” And then on the back side of the crash, 2011 is when I down to my last dollar I was like, I need to figure out a way to shift our company and I saw that on flippa.com there was somebody championsound.com which was an email/text message auto-responder for bands. I’m like, “This the future, I’m going to buy this thing.” So I bought championsound with money we didn’t have, and then we found out it coded in Ruby on rails, and we didn’t have Ruby on rails programmers or servers or anything. And I tried to hire a bunch of people, it didn’t work. So after we lost all that money, I was about to delete the site, in fact, I think I emailed, I’ll have to go back to my emails and see, but I think I emailed someone on my team, like, “Let’s just turn this off. It’s not going to work.” And then I had this impression of like, “Go email your list and see if there’s anybody on your list who knows Ruby on rails.” So I email my list, get a response back from, enter Todd Dickerson. Todd Dickerson emailed back and we started working together. And for the entire year of 2011 and 2012 we worked on projects together. Todd didn’t get paid until, I don’t even know when. He didn’t get paid at first, for like the first year, and the second year we started paying him a little bit. And then 2013 is when we started building Clickfunnels. I’m excited to go back in the timeline to find all of the actual, like when he flew into Boise, the email he sent me, all the stuff, us brainstorming. I’m going to find those assets and plug them in here. So 2013 was the year of us building Clickfunnels. Us, I say us. I have no skills. It was the year of Todd building Clickfunnels and me being excited by it. And then 2014 we did the initial beta launch in the summer while I was at my family vacation at Bear Lake. Then we came back and October 25th is when I spoke at Mike Fillsame’s event and did the very first ever Funnel Hacks presentation. And then November 7th was the first day I did a webinar. So I did 3 webinars on November 7th. And then it was off to the races. So anyway, it was kind of fun finding these landmarks and putting them into this timeline of all the events that happened. So what we’re going to do is try and go back through email, calendars, memory and as much as we can to try and build out as big of a timeline as possible, of all the different events. And then my plan is I’m going to fly each of the people that were involved, so like Dylan and Todd and Brent and Dave and Ryan and everybody who’s been involved in Clickfunnels from the beginning, fly them out here and then interview them about each step in the thing. Like, “How were you feeling when this happened and this happened?” and just getting them all to tell their stories from their point of view, because everyone’s got such different unique points of view and the direction they came into this. So we’re trying to build the timeline out first so I can go intelligently interview people and spend 5 or 6 hours and go through each thing like, ‘What was happening at this point? What were you thinking, how were you feeling, what was happening at your home, what was happening in your life?” and just getting really, really deep. And so that way when it’s done I will have interviews with like 30 or 40 people who are a big part of the initial Clickfunnels story. And then we’ll have all the video, the audio. We’ll have the timeline, we’ll have all the assets from the timeline, all the emails, all the pictures, all the videos, all the different assets we’ve created throughout this whole time, and then from there I’ll take all that and start writing the Bootstrap book. Ah, so exciting. And hopefully at that point I’ll be able to look at the timeline of events and see does this match the hero’s two journeys? How can we make it match and fit into this thing? I don’t want to write just a story to tell a story. I want to make sure it’s a story that fits. And I think you know, it’s been fun as I’ve, I don’t think we have an ending yet to the story. That’s the hard part, I don’t have an ending to the story. It’s just like, “And then we were here…. Bootstrap part two coming soon.” We don’t have an ending to the story yet, but it’s just kind of fun to put all the pieces together. And the ups and the downs, the highs and the lows, the stress and the excitement, and the anxiety and the stress, and the happiness and the victories. It’s going to be so much fun to try to tell the story in a way that will help people understand the Clickfunnels story and how it came to be. And I hope in the process you’ll learn a lot. You’ll learn about what we tried, what worked, what didn’t work. But again, it’s not going to be a how-to book, it’s going to be more of a telling the story, and the journey, and all that kind of stuff. All the how-to stuff is in the Secrets’ books. You’ve got enough secrets over there, you’re good. Now you just gotta hear the story, the behind the scenes, the stuff that they don’t tell you, they won’t tell you on TV right. Anyway, so that’s my fun project I’m working on right now. Anyway, I hope that you guys have a project. I think one of our missions here in this world for all of us is to go and learn a bunch of things, and spend time and trial and error in learning something. And then to take what you’ve learned and compile it in a way that you can pass it on to people after you. To your kids, or your students, or your whatever, your posterity. You know, I think all of us come to earth and our goal is to try to make the earth a better place when we leave, so how do you do that? You come on earth and you assimilate all these things and you package it in a way that lives beyond yourself. And that’s why we do business right, that’s why we write books, that’s why we create courses, that’s why we teach, that’s why we make podcasts, why we make videos. It’s with the hope that the stuff we created and the stuff that we discovered can live on beyond ourselves. So for me this is a really fun thing to be able to take this time and try to retell the story. You know, I think, how cool would it be, I guess a lot of founders have told their story, but how cool would it be for more companies to hear the actual, all the pieces and the timeline and the people and how it all worked and how it worked together. Anyway, I’m excited for it. This book is coming to you the year 2030, so I got a decade to write it. So don’t be like, ‘Russell, when’s the book coming out?” This is not going to be a short project. In fact, I’m not even going to pitch it to a publisher until it’s done. Because with the Traffic Secrets book a publisher, I don’t know if I told you this, Hay House, I pitched it to Hay House and they loved it, so we signed a contract, and I’m not a contract guy so I didn’t read it, I didn’t look at it. Then the next week in the mail we got a check, I’m like, “What’s this?” They’re like, “This is your royalty check.” I’m like, “I get a royalty check? What? This is like what real authors get, this is crazy.” And I’m like, “What do I do with it?” and he’s like, “Well most people take the year off and then write a book.” I was like, “Oh, huh. That sounds nice, I can imagine that, but that would be amazing.” And so I took the check, cashed it and felt good about myself and then the next day I get an email with the timeline, “The book has to be done by this date, we have to publish it…” all this stuff. And because they had paid me, I felt so obligated and I had this increased level of stress and anxiety of like, “You have ot have it done by this date because we gave you money.” I was like, I wanted to give the money back like, “Here you go, I don’t want your money. Your money is stressing me out. Just let me write my book in peace.” So this one is going to be definitely different. There’s no timeline attached, there’s no money attached, there’s no nothing until it’s done. Then we’ll go shop it out. A couple things I want to do, do you guys think this would be cool? So with all these different landmarks and timelines, we tried to put all the images and videos, and the stuff that we’ve captured, all these, you know along the way we’ve captured so many amazing things. How cool would it be inside this book, you could see a picture of it, let’s say, but let’s say there’s a video, if there’s a QR code and you hold your phone over and boom it pops and you watch the video of the thing that I’m telling you about, the experience. Any of the times we’ve captured or caught any of those things, like plugging them in. That would be so cool. Anyway, that’s kind of the gameplan, who knows. We’ll see what happens. But anyway, I’m pumped, I’m excited, hopefully you guys are excited about some project right now, something you’re creating that will tell your story beyond your time here on this earth. So that’s how you build a legacy right, that’s how you take all these life experiences and leave them for the next generation, for the next set of people. So this, literally it was 11 years ago that I met Dylan, so this has all happened in the last decade, the last 10 years. It was 5 or 6 years ahead of time of trying a bunch of stuff, ups and downs, and you know meeting Dylan on the very end of the up in 2009, and then boom, 2010 was a crash, and then it’s been literally a decade from the crash until now. And anyway, and now we’re in this other crash. 2010 crash was the Russell crash, where my business crashed. Now we’re in the Corona crash which is a little bit different. Anyway, alright, that’s all I got. I’m going to go back to work. Appreciate you guys all, thank you so much for everything. And I hope you guys are having an amazing day. If you got any value from this, please take a picture of it, post it on Facebook or Instagram and tag me on it, I’d love to hear from you. And with that said, I will talk to you all soon. Bye everybody. 

I’ve done over 50 interviews to promote the book, but this one was one of my favorites, I hope you love it! On this episode Russell is interviewed by fellow entrepreneur, Pete Vargas about how to get traffic. Here are some of the awesome things to listen for in this special episode: Find out the difference between buying traffic, and working for traffic. See how getting people to your product or service works the same way Hollywood gets you to watch movies. See why figuring out your dream 100 is the key to getting lots of traffic. And find out why having a platform is the best thing you can do. So listen here to hear Pete Vargas interview Russell about some of biggest secrets to getting traffic. ---Transcript--- Hey what’s up everybody? This is Russell Brunson. I want to welcome you back to the Marketing Secrets podcast. Man, I don’t know about you but I am in publishing mode. I’ve been doing more interviews than anyone ever in the history of the…just kidding, at least for me. Tons of interviews, tons of Facebook Lives, tons of videos, tons of stuff. I guess when you can’t meet and do other things, all you can do is publish stuff. And it’s been a lot of fun and I’m sure you haven’t been on all 50 or 60+ interviews that I have been doing. But today I did the one that I think was the best. It was Pete Vargas, and it was about Traffic Secrets and he kind of steered me in a direction and let me go, and I really enjoyed it. It was probably so far, of all the ones I’ve done, the one where I think I did the best. So there you go, I don’t know if that’s cocky or arrogant or just I’ve done it 50 times and I’m figuring out how to tell my stories the best way. But I wanted to share this one with you guys, so it’s kind of a recap of what I’ve been talking about on so many interview, but I think the one that I told the stories the best and the most interesting. So if you had a chance to read the Dotcom, or excuse me, not the Dotcom Secrets, the new Traffic Secrets book, you’ve probably heard some of these stories. But if you haven’t yet, this will leave you hopefully excited about learning what it is and how it works and why this is so vital and so important today out of all days. So with that said, I’m going to queue up the theme song for the Marketing Secrets show, and when we come back you’re going to have a chance to listen into an interview I did with Pete Vargas talking about Traffic Secrets book and a bunch of other really cool things. I hope that it gives you some ideas, and if nothing else, it gets you excited to go buy a copy of the Traffic Secrets book. I’ve already sold  over 50,000 copies, which is so cool. Especially considering that the average New York Times Bestseller book only sells 10,000 copies during its initial week. So thank you all so much for your support, and if for some reason you haven’t got your book yet, now is the time to go to trafficsecrets.com. Alright thanks again, and with that said I’m going to queue up the theme song and then when we come back you’ll have a chance to listen in on an interview with me with Pete Vargas. PETE: Ladies and gentlemen, the founder of Clickfunnels built a company from zero to nine figures, I’m so stoked to have my good friend and one of my mentors, Russell Brunson. Russell, are you there my friend? RUSSELL: I’m here Pete, how are you doing man? PETE: Dude, I’m excited to have you bro. It’s lighting up, people are sharing it, and they’re excited to hear from you today, man. RUSSELL: I’m excited to be here and excited to be hanging out with everybody, this is insane. PETE: Russell has built a business from zero to nine figures, and he is a brilliant guy. Russell, in the midst of what’s going on in our world crisis, before we start jamming on traffic and funnels and what’s working in Traffic Secrets, which I’m stoked to give out a ton of those books today, you’ve been through crisis, you’ve faced it, you’ve been kind of rock bottom even in your business journey before. And I don’t ask everybody this, but I feel like I’m supposed to ask you that today, because you’ve been there. Can you kind of take people through that time? I know the story but a lot of these folks don’t know it. Take us through that time when you faced crisis and kind of what you did to get out of that, man. RUSSELL: Yeah, for sure. It’s funny because I’ve been doing this now, this is my 17th year in this business. So people think I look like I’m 11 years old, but I’ve been doing it for a little while, so I’ve had a chance twice where because of my stupid business decisions almost went bankrupt, and then once because of when the whole last recession hit. We did really well during the first month or two of the recession, or year or so of the recession, and then we got hit hard. I remember having to walk in one day and laying off 80 people in one day, and a lot of them were friends and family members, and you know their kids, and you know all the people and it is like the scariest, scariest thing in the world. So I’ve definitely been on that side of it, praying and working my butt off to make sure that we don’t have that happen, you know for our team members during this crisis, and hopefully as many people that we have a chance to work with, at the same time. But it’s definitely a scary thing. And I remember in the moment, because we were in these things during the moment, and everything feels like it’s right here and it’s stressful and pain and all the things that are happening. And man, it’s just like, almost every trial in life we get from God, we look back on it later, and it’s like, “Oh, that was so essential for me to go through because it shifted something in me, where I had to become someone different, I had to become someone better. I had to do something that was uncomfortable, but I was forced to do it because of the thing that happened. And because of that, everything great happened because of it, afterwards.” I look at just right now, between my wife, our family, and our company, if it wasn’t for that, for me the darkest, most painful time in my life, when we lost everything, I had to fire everything, I had friends and family members walking out on me, I thought everything was crashing to the ashes. If it wasn’t for that experience and that moment where I lost everything, we wouldn’t have had what we needed to create what has become Clickfunnels. And it’s had a chance to effect and touch so many people’s lives. So I think it’s important while we’re in the middle of it, while we’re in the middle of the pain and the stress, or whatever we’re all going through is to realize that this moment is a refining process for all of us, and the thing that you’re called to do that’s going to happen on the other side of this, this is preparing you for it now. Just understand that and kind of ride the wave as we go through this. And yeah, some people are going lose jobs, lose houses, lose loved ones, and there’s pain and there’s those things, but you know, if we know anything from history and from time and from, just the way that God works with all of us, if we endure through it, and we try to become better through this process, something amazing will happen on the other side. So anyway, that’s why I keep looking forward, the hope and the light on that side of it, because some people get caught up in the fear and it freezes them, and it’s like, no, don’t get frozen. Get unfrozen, go through this refining process, and something amazing is going to be happening on the other side. PETE: And it’s pretty cool Russell because you on the other side of it created Clickfunnels, which is now a tool that we use and so many of our students use. It’s one of the only tools that we recommend, which is Clickfunnels. And a lot of people have questions about sales funnels and a lot of that, and we’re going to continue to tackle that through this challenge, and I’m just going to be honest guys, Clickfunnels is the place that allows it to make it simple for an entrepreneur to take their stuff online. Russell, I obviously want to jam on this because listen, I created a lot of stuff, and until I started getting traffic it didn’t matter. And the reason why this challenge has been so amazing, we’re going to have 100,000 people most likely by midweek, to end of week, that’s called traffic. That’s traffic. And there was nobody from the outside world that’s promoted this. And my, what I’ve learned from you and I say this all the time, Russell and Ryan Deiss are the two people that I’ve learned everything from, which is why it was a no brainer for them both to be here. I know we could jam on all of this, but I want to go the route you want to go, but we have so many people that are trying to figure out what to do in the midst, and I’m like, dude, this guy’s a wealth of knowledge, I want to jam wherever you want to go. So I want to shut up, and just learn and take notes bro. RUSSELL: I think what I was going to start with, it’s interesting right now, I launched the book, the book launch day was the same day that President Trump told everybody to go home, which was kind of this weird thing. And then I saw, I mean all of us have seen in real time, what happens to a business when traffic dries up. Literally, there are mom and pop shops all down the street here, and people, traffic is driving down the street and they see, “Oh it’s a restaurant.” And they stop and they pull in and they walk in. And that’s how they live their business, traffic was their life blood. Looking at traffic as a literal, like traffic driving past the store front, that’s the life blood of a business. As soon as the quarantines happened and traffic stopped, what happened to these businesses? They’re dying, they’re disappearing, it’s the scariest thing. And if you look at any business, traffic is the life blood. And I’m curious of people who are listening right now in the comments, how many of you guys know that you’ve got the best product or service or idea, or something in the world, and you see your competitors, and your competitors are worse than you. They’re not serving the customers the way that you would serve them? You know that your solution, your idea, your product, whatever it is you’re passionate about, you know can help more people than the competitors, but all the competitors, people are buying their products, right. And it’s driving you crazy because you’re like, “Man, I feel like I got this calling, I’ve been called to serve this group of people, I can do it in a way that’s unique to me, that nobody else can do, but for some reason I can’t get my message out in front of people.” And that’s when so many people come to me, just like, ‘I know that I have something, I just don’t know how to get it out there.” so you know, the work we do with Clickfunnels is all about building funnels to get your message out and learning how to tell your story in the right way, and this last chapter that we’ve been focusing on really heavily right now is traffic, it’s the missing piece. And I think that most people when they hear about traffic, they think about, “Oh I need to run Facebook ads, or I need to run Google ads.” The problem with that is, that’s a tactic, it’s a strategy that works right now for a little while, but it changes, and for those of you guys who you’ve only been in business for 6 months, or a year, or 5, even like 10 years. The last 10 years, it’s been pretty good. Ever since Mark Zuckerberg came in, man, I love Mark. He’s made our lives so easy. But I tell you what, I remember what happened when Google started, and it was really easy for me, and then the first Google slap happened. And then we had to shift our whole business around and half the people I knew who had businesses lost them when the first Google slap happened. And the ones that lasted, the next Google slap happened, the next wave got cut, and the next wave got cut. And I started looking at, right now we’re in this window where Facebook and Instagram have been really easy, but I know what’s going to be happening. And it may be Mark Zuckerberg comes in and changes the rules, but right now I can’t tell you how many people are losing their ads accounts, getting things shut down and they’re freaking out. Also, we have no idea with government regulations. What happens if the government decides that Mark Zuckerberg is running a monopoly, which I mean, you know we’re going to get in trouble the next day for a violation? Whatever the thing, they could disappear tomorrow for any of us. And for most people listening, if you do have a business, you probably  built it on that one foundation, and if you don’t have a business yet, it’s scary to build them in one spot. Because if that disappears, just like I saw happening in Google over and over and over again, half of entrepreneurs or more businesses will dry up and disappear overnight. So my whole goal with this book was, I’m not going to teach people the tactic of how to run a Facebook ad or a Google ad, I’m helping people understand strategically how traffic works, because when you understand that it supersedes any of those things. So the way that I, the way that when you have a chance to go through the book, I kind of walk through the very first chapter, it’s all about really understanding your dream customer. And Pete, you kind of led with the fact that we both have faith in God, and I think we both have a very similar belief, and I talk about this in the book, I believe that all of us entrepreneurs and business owners, if you’ve ever felt that tug, “I need to be doing something, I need to be helping someone.” Alex Charfen calls it the call of contribution, you’ve heard that call of contribution, “I’m supposed to be doing something.” That pull, that is a literal calling from God, it is a blessing. And I feel like businesses always, business is a blessing, is a calling from God. You say, alright this is a group of people you are called to serve, you need to figure out how to help them, to serve them, whatever, whatever capacity you can. So for me, whatever reason, as I was growing up in life I got obsessed with sales funnels and marketing and direct response. Who knows, why was I interested in that? I have no idea, but now fast forward 15 years later, it’s like, oh because that’s your calling. Like Pete, how in the world, you’re the guy that gets people on stages. Why did I, how did I get put in your lap, and why did all these chain of events happen that made you the best in the world at that thing? It doesn’t make sense why it happens until later, you’re like, “Oh, because that’s my calling. I’m supposed to be helping people.” So for everyone listening to this, there’s been a chain of events, things that have happened in your life, that have prepared you to be able to serve a group of people. So the first part of traffic is not how do I target people between the ages of 22 and 13 through Instagram, the first question is “Who is your dream customer? Who is that person you’ve been called to serve? Who are you supposed to change their life?” And that’s where I want to start, because most people don’t start there, and that’s the most important part about traffic. Because traffic is humans, it’s just people like that, like us. The first question is that, and for all you guys, you need to understand that at a deep level. Deeper than just like, “Oh yeah, I’m helping women. I’m helping men.” No, who? Who does that person look like? I got so obsessed with this that I remember I went into Google and I went to Google images, and I typed in all the phrases of my dream customer, what they did, what they looked like, all the stuff I could think of. And it popped up all these Google images of faces, and I was like, “That’s my person. That’s the person I want to serve.” And I took the picture and printed it out and put it on my wall. I did one for a man and for a woman, and I had them on my wall forever. I was like, “That’s who I’m trying to serve.” That’s the level you need to get into so you can start thinking what they think, what they’re excited by, what they’re passionate about. Because if you’re going to serve them, you need to know them even more intimately than they know themselves, that’s number one. Then number two, the coolest thing about the internet is that people, the internet gives all of us the ability to group together based on similar beliefs and values and things that we’re excited by. So for all you guys listening, start thinking about this in your own life. Where are the places on the internet that you congregate right now? Start thinking about what things are important to me. I’m very passionate about business, I hang out in different business blogs and forums and groups and podcasts. Right? I’m also interested in biohacking, so I listen to all the biohacking podcasts. I’m listening to, I’m plugged into all the biohacking blogs. I have these communities of people that are excited about the same things I am. So I congregate in different spots. I guarantee for all of you guys, you get the same thing. You’re congregating in different groups based on the stuff you’re excited by. So if the first question is “Who is your dream customer?” The second question is, “Where do they congregate?” It’s a simple question. When you start thinking about that it opens up this whole new world of traffic to you. It’s not just like, I’m going to target them on Instagram or whatever, it’s “Oh my gosh, here’s the 30 top blogs that all of them are reading. This blog’s got 300,000 readers a month, this one’s got 100,000, this one’s got a million readers.” These are the blogs they’re reading. And the second phase is then, “What podcasts do they listen to?” You can literally, it’s so funny people are like, “What’s your biggest traffic strategy?” and I’m like, “Get your phone out, open up the podcasting app.” so if you’re using Apple there’s a free podcasting app, everyone’s got it. And Apple will actually categorize the top podcast in the world.” So what’s cool, you go to browse and you scroll down where it says top shows, and then right here next to top shows it says, “See all” you click see all, and you click on the very top it says, “All Categories” and it shows you all the different categories that there’s podcasts in. I scroll through here and it’s like, “Oh, there’s health and fitness, kids, leisure, music, business, education, religion and spirituality,” here’s all these congregations of people. So let’s say I have a product that helps kids and family, so I click on it, and what’s crazy is this is going to show me the top 200 kids and family podcasts in the world. I get people all the time like, “If I could just get on the Ellen show, I’d be rich.” “If I could get on Good Morning America with my product, I’d be rich.” You don’t understand, people aren’t watching TV anymore, they’re plugging into these things right here. So right now, Brain On Science, podcast for kids, I don’t know what that is, it’s the number one podcast. I bet you it gets more downloads per month than any TV show right now, which means if you can get your product and service on that podcast, because you figure out where are my people congregating. They’re congregating on this podcast, and that one and that one. All these different podcast, there’s 200 places your dream customers are congregating, plugging into their ears and listening to their most intimate moments. There’s 200 places I can get traffic that aren’t Facebook, that if Zuckerberg shuts down my account, I can still go here and I can get traffic from podcasts. And the same thing is true in blogging and in YouTube. There’s so many places that your dream customers are congregating, and if you really understand who they are, it’s not hard to figure out where they’re actually at. So that’s kind of how we shift traffic, the mindset, the shift is just, instead of like, “How do I target somebody?” It’s a bigger thing of like, “Who is my customer? Where are they congregating?” and then start making lists. I literally have lists in my office of like, here’s all the YouTube channels my dream customers are watching. Here’s all of the Instagram influencers I’m following. Here’s all the YouTubes, and I go through all these huge lists of people, and we then figure out where they’re at. PETE: Dude, that’s so good. Guys, he just gave you one traffic strategy right now that literally will help all of you win if you’re serious about getting your stuff out to the market. And this is what I think when I’m hearing this Russell, two things. Number one, I think of this idea, a lot of people say, “Pete, you’re the stage guy, so you must be terribly hip right now.” No, because I talk about 11 digital stages, and 11 physical stages. We have 22 stages that we go after, so I’m having to lean more into the digital stage bucket. What Russell is teaching you right now is like a portfolio of traffic. Everybody thinks Google or Facebook, and they’re good right now, trust me, this is the cheapest we’ve ever gotten leads on Facebook in the history of me running ads Russell. But that’s not the only sources where we have traffic. Russell’s teaching you a whole portfolio, and obviously he’s dialing into a few, but you’ve got to have a portfolio of traffic. I believe this book right now for Russell, for people, is a lifeline for what’s going on in this world right now. Bro, that’s just bomb. Keep going man, they’re loving it dude. They’re blowing the comments up over here. RUSSELL: Very cool. Okay, I want to, I’ll tell a story that kind of illustrates this as well so you can see it in the real world. Because sometimes you’re like, “That doesn’t make sense Russell. There’s podcasts, so now what do I do?” And so right now, obviously, I don’t know if everybody, I think most everybody in the world is in quarantine right now, right? Or some version of it? Some people it’s like, “You can’t leave your house.” Some it’s like, “Please stay at your house.” So for us, with my kids, I’ve got 5 kids, so that’s a lot of kids for anyone who doesn’t know. And I love them but it’s a lot. So every night we’re like, “We’re going to do something fun together as a family.” So we started watching all of the Marvel movies from the very beginning, in chronological order. So Captain America, Captain Marvel, and so on and so forth, we’re watching them all in order. And I’m really excited because by the time we get to the end of it, we’re about halfway through right now, when we get to the end of it, the next Marvel movie coming out, does anyone know what it is, by the way? What is the next Marvel coming out? Pete, you don’t know? I am hurt, Pete. Don’t know if I can be on this interview anymore… PETE: Dude, I’ve watched them all. RUSSELL: So the new one coming out is Black Widow, so that’s the next one coming out. It was supposed to come out in May, but it got bumped until November, which makes me sad, but I can still use this story to illustrate my point. So think about this, we see this all the time happening in Hollywood. Yet, for some reason with our internet business we think it’s different. So think about when Black Widow starts coming out, what is Hollywood going to do? They’re going to go and do the same thing I just talked about. Who are the dream customers, where are they congregating? And the first thing Hollywood is going to do, is they’re going to go and they’ll be like, they’re going to buy ads at these places. So they’re going to run ads on TV, so you’ll see they’re paying for ads on TV. They’re going to go to actual movie theaters where people are sitting in the theater and say, and people who go to movie theaters like to go to movie theaters. They’re going to buy all the trailers before the movie, pitching when Black Widow is coming out. So they’re going to be paying, they’re going to find all the congregations, they’re going to buy their way in. And then about a week before the opening premier what they’re going to do is say, “Okay, the people that are going to come to the event, where are their eyeballs at? Where are they hanging out?” and they’ll look, okay, they’ll be watching the Today Show and The Tonight Show and Good Morning America, and Jimmy Fallon and the other Jimmy, I don’t even know, I don’t watch enough TV to know. But all the talk shows, right. And you’ll start seeing a week before the movie comes out, Scarlet Johansen is going to come out, we all love Scarlet Johansen in our family, she’s going to come out and she’ll be on every single show. She’s going to tell them that she’s going to be on the show and then she’s going to show them a little clip from the video and be like, “This weekend is opening night. Make sure you get in yourself into the theaters.” And she’s going to push, and she’s going to be working her way in. So all the Marvel, or Disney or whatever, they’re buying their way in, they’re busying ads to all these places, and then the second act is they’re working their way in. They’re having Scarlet Johansen, or whoever the actress is, or the actor, go and be in all these different shows, telling their story, getting people excited, and getting them to come to this show. So they’re buying their way in and they’re working their way in. You see it with every movie, with every album that comes out, this is what Hollywood does over and over and over again. So right now, I’m in the middle of my book launch, and the same thing I did. I launched my book and now I’m buying ads everywhere. My guess is that if you’ve ever seen my face once in your entire life, or you’ve heard my name, now my ads are popping up everywhere and you’re probably sick and tired of me, because I’m buying my way in everywhere. But at the same time, I’m doing the same thing I’m talking about. I went to every single podcast in the business directory and I’m working my way in. I’ve done, I think 50+ podcast interviews in the last week and a half or two weeks. I’ve done a Facebook live, every single that’s got a Facebook channel, I’ve been doing interviews there. I’m working my way in. I’m going to every blogger, and working with them on blog articles. I’m working my way into all these channels. So I’m buying my way in and I’m working my way in. Right now we’re sitting here live with thousands of people watching, I’m working my way, and I’m here, Pete didn’t pay me to be here, I did not pay him to be here. I’m coming and working and serving and giving and hoping, and hopefully at the end of it you guys are like, “I need to get that book, that sounds amazing.” Right. Just like at the end of the movies, Scarlet Johansen is like, “I hope they come and watch the movie this weekend.’ So for any of you guys who have a product or service, start looking at it through this lens of like, it’s not just a target on Facebook, go do that, but it’s like, “Okay, where are all t he places my dream customers are at? I need to figure out how can I buy my way in and how can I work my way in?” And sometimes you can do both as well. Sometimes you can’t. For example, one of the podcasts, Jenna Kutcher’s got the Goal Digger podcast, which is a huge podcast. I was like, “I want to be on that podcast.” But guess what, she only interviews women on that podcast. So I’m like, I can’t, unless I…..I don’t know, it’s not going to be easy to get on her podcast. So I can’t work my way in, but guess what I can do? I can buy ads on it. So we pay her to run ads selling my book on her podcast. So I’m working my way, I’m buying my way in. So I’m looking at all these different congregations everywhere, how can I work my way in, and how can I buy my way in. I find someone with a big blog with 500,000 readers, here’s this huge blog, “Can I buy ads on it? Can I buy a banner ad? Can I work my way? Can I do a guest post? How can I gain access to this huge source and this huge stream of traffic?” and when you do that, it unlocks thousands of customers for you often times and it’s so much fun. PETE: I think we’ve gotta get your lovely wife on Jenna’s podcast. That’s what I think. RUSSELL: Collette tell her this. Feed my wife lines. PETE: I started my women’s brand here, and this is how I’m getting traffic.  Dude, this is so good. People are lighting it up. Keep going man, I mean, keep dropping this. RUSSELL: Get your ads everywhere, everywhere. PETE: And you should see, Facebook is lighting it up over here too. RUSSELL: Oh, very cool. So much fun, I love this game if you guys can’t tell. It’s so much fun. Okay, I’ll get into the next step in the strategy. I don’t know, I have no idea how long we’re supposed to be going for, but would it be cool if I give the next step? Because the next step is like…. PETE: Dude, we’ve got 15 minutes here. We’ve got literally, technically 30 minutes left, but we could go…. RUSSELL: We’re good. There’s no wedding happening after this, that we should be kicked out of the ballroom. PETE: No wedding. RUSSELL: Okay, so we come back. Who’s your dream customer? Where are they congregating? How do I work my way in, buy my way in? The next thing to think about, this is the next strategic level, is let’s say I find this blog and it’s got 500,000 readers, so I figure out how do I get access to all of the people in there? The one step above that is a concept that I talk about in chapter two here, it’s called the dream 100. And I learned it initially my friend, his name is Chet Holmes, he passed away a few years ago. But he had this concept called the dream 100. The way that he used the Dream 100 is a little bit different than how I use it. But what he would do is he had a bunch of fortune 500 companies he wanted to get. So he made the list of the top hundred companies and he would build a strategic marketing campaign where every single week he was marketing directly to these 100 customers. And he told me that I was like, “That’s cool, but I don’t know how to use that because I sell books, and I sell software. I can’t spend a bunch of money. I can’t spend $500 or $1000 to get someone to buy a book because I’ll go broke really fast.” So I started looking at it from a different lens and I said, “Wait a minute, what if I look at the 200 podcasters that have these podcasts, and let’s say the 100 blogs I know in my market and the 100 YouTube Channels and the 100 Instagram influencers in my market. What if I took that and those became my dream 100. And instead of just spending all my time marketing to the followings of those people, which I will, I’m still going to buy ads and stuff, but what if I spent more money marketing to the person who controls that blog or that podcast or whatever that is?” So I was like, “I’m going to try it.” So I went and I made a, I called it a dream 100 list. For those of you guys who get a copy of the book, on page I think it’s 41, yeah, page 41 I have a little graph of how I do it. So if you’re watching the video you can kind of see it. This is the graphic right here. But basically it says Facebook, and the top of the cross is Facebook, Instagram, podcasts, YouTube, email, so you have the list of different platforms. And down below is a list. Who’s all the people on Facebook who already have my dream customers? And I make a whole list of those people. And who are all the Instagram people? I make a list of them. And who are all the podcasters? So by the time it’s done I have a list of like 50 or 100 or 500 or however many you want. We call it the dream 100. So now I say, “What if I spend some time or money marketing to those 100 people what could possibly happen?” So I did my very first book about 6 years ago, this first one is called Dotcom Secrets, when I was launching that, I didn’t have a big list of customers at the time. I was like, “Okay, I need to figure this out.” So I did exactly what I’m telling you. I built a dream 100 list, I had I don’t know, 100 podcasters, I had my list of all the people and I sent out a free copy of the book to all these people. I think it ended up going out to like 3 or 400 different people. I said, “Here’s a copy of my book. If you like it, I’d love to be on your podcast or on your show.” Or whatever and just sent it to people. And I sent it out there and then nothing happened for a little bit. And then probably a week or two later, I got my first call back, it was from a guy named John Lee Dumas, from Entrepreneur on Fire. And JLD was like, and I had never met him before, this is how I met JLD, I sent him a copy of my book in the mail because he had a podcast in the top 200 podcast in the podcast directory. And he messaged me back, he’s like, “Russell, I read your book. This is really, really good.” I was like, “Cool dude.” And he’s like, “Do you want to be on my podcast and we can, I can interview you about the book?” I was like, “Heck yeah dude, let’s do it.” So I jumped on a podcast, he reads about the book, a little while later the podcast goes live, and from that one interview alone we ended up selling over 500 copies of the book. And that was from one person. Now JLD wasn’t the only person who said yes. From that I got 30 or 40 people who messaged me back and we started doing this thing all over the place and that’s how we ended up selling 100,000 copies of the book, by doing this dream 100 strategy. It wasn’t me targeting the audience, I mean we did, we targeted the audience, sold ads, but it was when the gate keeper, the person who owned the traffic said yes, that one yes, it turns into 500 customers, or 1000 customers or more. And that’s the magic. People all the time who tell me, I ask what their traffic strategy is, they’re like, “Facebook.” I’m like, “Okay, so Mark Zuckerberg is one person on your dream 100. You’ve got one, now you 99 more. Because if Mark decides he doesn’t like you one day, your business is done. It’s game over.” So look at Facebook as one of your dream 100. Mark Zuckerberg is one person, you need 99 more. That’s when I started looking at traffic and started figuring out how to work my way in, how to buy my way, how to get to know these people, how do I build relationships. As you get to know people, it opens up these huge doors where now, again, one person like a JLD does a podcast interview that sells 500 books. One person gets you on their podcast, talking about your new kids course, or the kid product you have coming out, and you’re on the kid podcast, boom, you sell thousands of them overnight. That’s the magic or really understanding how this online traffic stuff works. PETE: Hey guys, the one nugget I’ve got from Russell today, a ton, but the one that, I always look for the one I can implement, Russell. That’s when I’m like, “God, which one can implement right away?” I’m doing dream 100 wrong. I gotta do it like this. If I can do dream 100 like this, now dude, if Facebook shuts down I’m cool. I might see a little bit of drop off, but if this shuts down it’s kind of like multi-units. Like if you lose one renter you’re okay because you still got 99 other renters that are still paying. That’s how Russell is making it. It’s like a paradigm shift in my mind. It’s one of the biggest misconceptions is they won’t let me on their channel of traffic. Russell will you tackle that for a quick second? Because you weren’t, like JLD didn’t know you, but will you tackle that for all of them like, ‘I’m not a big name. I’m not known.” I would love for you to tackle that. RUSSELL: Yeah, I think it’s important to understand that people care less about, I mean yeah, they want a big name on a show, but for the most part, people that got their own podcast or shows or blog, they’re looking for content, they’re craving content, and what’s more interesting to them, more so than a name is a hook. What’s the hook, what’s the story going to be about? So if you say, ‘I’m going to come on your show and you can interview me about how great I am.” That’s tough. Unless you’re like the greatest person in the world, they’re like, “That’s not going to be a big thing.” Even me, to this day, I don’t pitch, “Do you want to interview Russell Brunson?” Whatever that means, I’m just like an 11 year old kid sitting in my house right now. It’s not that important or that cool. What’s cool is I come into it with a hook like, “Okay, I’ve got a really cool message I can share. This is what it is, this is why it’d be awesome for your audience.” And I pitch it to them just like I was going to pick TV. If I was trying to get on the Ellen show, I’m pitch them a show concept. So I’m coming with something like that, that’s what hooks them. They care more about the hook because that’s what’s going to get listeners and viewers and eyeballs for them. We always make fun of all of the clickbait sites that show up in clickbait-y stuff, those companies make insane amounts of money. And they don’t even care if the story is true or false, they couldn’t care less, they’re just looking for the story that’s going to hook people’s attention to get them to come to read, so people will click on ads, which is unethical and immoral and you shouldn’t do that. But I’m saying is, that’s the power of what media cares about, they care about a story. That’s the most important thing. So you’re coming to them saying, “What’s your story?” What’s something you can share with their audience that’s unique? They care more about the story than about the name, the brand. Most people, even if they know who I am, their audience doesn’t know or care who I am. They do care if I can come say, “Look, during times of economic downturn if your Facebook account got shut down, things like that, I’ve got a different way to look at traffic that will actually make it easier to get traffic right now than ever possible.” They’re like, “Oh my gosh, my people are struggling right now with traffic.” It opens up that gate. So just looking at the story you have that ties back to your product or your service. Just like if you were trying to pitch it to get on, again, traditional media like the Today Show. You always gotta go pitch them a show. They don’t care who you are, they just care about a story that they can promote. That’s what gets people to listen to their podcast or read their blog or whatever the thing is, that’s what they really want. So that’s what you’re offering them. PETE: Yeah, I love that. So I’m stoked about this. Russell, kind of, I don’t know if there’s another step or two or if you want to bring it full circle, I’m ears now. RUSSELL: Yes, okay I’ll throw in one more thing. And this is, it kind of goes back to your question you asked, how do I get in with my dream 100? How do I get to know them? So the question is always like, “What do I have to offer my dream 100? I’m a nobody, what do I have that’s going to get them? How do I serve them? How do I get them to even want to know who I am?” So I want to tell you guys, the most powerful thing that you have that you can offer your dream 100 is a platform. Look at just for example, everybody who Pete has had on this live series, which is insane. He’s had billionaires, he’s had people, it’s crazy. What does Pete have to offer everybody that’s unique? Why did they return his call? Why did they show up? That’s because Pete has a platform. Pete can say, “I’m going to do this thing. And you might have 3500 people live watching.” That’s a platform that anybody is crazy to not jump to try to get access to right. ‘ So I’ll tell you guys a story that will illustrate this. How many of you guys remember back in the early, maybe late 80s, early 90s there was a TV show, late night TV show with Arsenio Hall, how many of you guys remember Arsenio Hall? If you do, everyone do this right now while you’re sitting at home, because we all…yes, and for everyone who doesn’t know who Arsenio Hall is, what is Russell doing? So this late night talk show, he was the man, he had a talk show. In fact, it was so big that when President Clinton was running for President, Arsenio Hall called him up and was like, “Hey man, you want to perform on the show?” and he’s like, “Yes.” And he came on the show, he played Heartbreak Hotel on his saxophone, and many people credit that, the fact that he was on Arsenio Hall show playing the saxophone, to the reason why he won the presidential candidate, the presidential…became president. It’s because he was on that show, and it said it swayed so many of the minorities and the younger voters that he wouldn’t have gotten otherwise. Now fast forward to 2 years later, the Arsenio Hall show gets canceled, off the air, gone. And nobody hears form Arsenio Hall again for decades. The guy is off the radar. For all we know he died. Then one day, I think it was 2002 I believe, during Celebrity Apprentice, they have all these celebrities, washed up celebrities that come back on the show, typically. So Celebrity Apprentice is there, and one of the contestants is Arsenio Hall. And I’m watching and I’m like, ‘That’s Arsenio Hall, he was the man. What happened to that guy?” I had no idea. And then fast forward, I think it was like 3 or 4 episodes in, they were doing this fundraising gig, where they go out and they have to go raise funds. So all the celebrities are calling their rich buddies and trying to get money. And some guys raised like a couple million dollars for charity, other people $500,000. Every single one of the celebrities raised money for charity except for one person, Arsenio Hall. He raised exactly zero dollars the entire day. And you see him on the phone calling his phonebook, he’s calling every single person. And right before he goes in the boardroom, there’s this little window of time where they interview him and he says this quote that like, I’m sure most people didn’t hear, but when he said it just hit me. He said, “Man, when I had my own show, everybody returned my calls.” And I was like, “Oh.” Do you guys see the power in that? When he had his own show, even the future most powerful man on the earth, the president of the United States came on his show because he had a platform. The platform disappears, no one will return his calls. So that’s for you all to understand, do you have a platform yet? If not, that is the key, that is how you infiltrate your dream 100. That’s how I got Tony Robbins to return my call. That’s how I’ve been able to get other people to return my call. Not because I’m this cool, Russell is so awesome. No, they don’t care about that. I have a platform I can offer them. That’s the thing you have of value. So if you don’t have a platform yet, now is the time to start building one. And I don’t care if it’s on YouTube or Instagram or podcasts, if you’re a blogger, it doesn’t matter where. Figure out which modality you like the most. If you like writing go start a blog. If you like video, start a YouTube channel, if you like podcasting, start a podcast…pick up whichever one you want and double down and start building your show, because if you don’t have a platform it gets really hard to get people to return your call. But when you do have one, everyone will return your call. And that’s really the power of how you infiltrate the dream 100. You’re giving them access to your platform. So all you guys, you need to start working on that, start building it. Even if you’re like, I don’t want to, in fact someone the other day who got a copy of the book is like, “If I get this book do I have to become like Gary Vaynerchuk and do 5000 videos a day?” No you don’t, but you need to be publishing something. It’s not the only thing you have to have traffic, but man, it makes so many things easier when you have a platform. S o that’s kind of the last thing I want to share, just man, every one of you guys should start thinking, “Man, how can I have my own platform? Because I want to make sure that when I pick up the phone to call the influencer in my industry, or the podcast I want to be on or whatever, now I’ve got some value I can offer them” and the thing of value you have for people, is access to your own platform. PETE: Dude, I love that Russell. A lot of you are like, “What’s a funnel?” Russell, maybe you can just tackle that for 2 minutes. Help, like I know 70% might know what it is, 30% don’t understand funnel. It’s been said a lot this week. Can the guru, the master of funnels, can you give us the elementary funnel explanation of what a funnel is so people know what to build in their business? I know that’s a big topic, but I’m sure you can give a two minute answer. Russell: It’s tough because there are so many different types of funnels. There’s funnels to generate leads, there’s funnels to sell products, there’s funnels to do live events, there’s different funnels for different things. But basically a funnel is a step by step sales process. So you can tell it’s a funnel because usually each step in the process only asks you to do one thing. Unlike a shopify store is like, 8000 things you can order, a funnel always is like, each page has one specific call to action, like “Give me your email address.” Then you do that. The next page is like, “Watch this video and then I want you to buy this thing.” And the next page is like, “Here’s an upsell.” So it’s taking you through a step by step simple sales process, and by doing that two things happen. Number one, you increase how much money you get for every single person that comes in. Like every, all the traffic, each person that comes into your funnel, you’ll make more money from them. And second off, it actually gives them a better experience as well. They go through a funnel, they’re not being bombarded with all these options and opportunities. It’s just step by step, here’s the first thing you need, second thing, the third thing. And you take them down a path of success. So it makes more money for the person who owns the funnel, and makes a better experience for the person who is going through the funnel as well. So that’s a basic… PETE: Dude, that’s perfect. RUSSELL: I can go deep for years on this. PETE: I know. Russell, thank you so much, bro. I appreciate it, man. RUSSELL: Thank you man, that was fun.

Did your business get demolished because of the Corona slap? If so, here are the new rules of how to play and how to win. On this episode Russell talks about the game of being an entrepreneur and how part of playing is adapting to when the rules change. Here are some of the awesome tips you will hear in today’s episode: Find out why in the 18 years Russell has been involved in online marketing, he has had to change the way he plays the game so many times. And see why if you do not adapt to the changes, and continue to fight for the rules to go back to the way they were, you won’t make it in this business. So listen here to find out how you can go with the flow, and learn to play the game when the rules are changed. ---Transcript--- Hey everybody, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today we’re going to be talking about a new way to play the game. Alright everybody, I hope you are all surviving your quarantine time. And as you know now we are playing a little bit different of a game. The rules have changed, the game that’s played has changed, and I bet for a lot of you guys now, you are annoyed and frustrated, and you are mad at all the things that are happening right. And I want to tell you guys a story because I was thinking about this today. When I was growing up I remember I would play games with kids sometimes, and the kids would literally, in the middle of the game change the rules. Do you guys remember this as you were growing up, some of your buddies and stuff? They’d change the rules of the game in the middle of it, and you’re like, ‘It’s not fair. That’s not how it works.” And they’re like, “But this is how it is, this is how we play, this is the new rule.” And it kind of ruins the game. You get angry and you fight at each other and eventually stomp off and you don’t talk to them for like a week or whatever, until you make up and then you play another game, right. And I remember that’s how my life always was. And then fast forward to this amazing time, when I started having kids. And as a lot of you guys know, we’ve got 5 kids. We’ve got twin boys that are 14, all the way down to a 5 year old girl who is the cutest thing on this planet, Norah. So we’ve got 5 kids and I remember as I started, as I was an adult, a parent and I started playing games with the kids as they got old enough, we’d start playing these games and in the middle of the game, they’d literally change the rules. They’d be like, “Okay Dad, you can’t do that now.” And I’m like, “Why not?” they’re like, “Because this is the new rule. This is how it changed.” And I remember getting slightly annoyed, but you’re like, whatever. It’s my kid, it doesn’t really matter if I win or not, I’m just here to play the game. So you go with the punches, you change, they change the rules, you play, they change the rules again, they play. And you just keep, when they change the rules you kind of shift to it, and you keep adjusting and keep playing. And when all is said and done you have a good time with the kids, and you know, it’s fun. And I started thinking about this right now. It’s been interesting watching as the whole Coronavirus has been hitting and happening, and what’s happening. Because what happened for everybody is the game changed. The rules changed in the middle of it and it didn’t make any sense. And I think a lot of people, they’re taking it very much like 12 year old Russell did, where it’s like, “You can’t change the rules, that’s not how it works.” and getting all angry and upset. And you see that in so many people who are struggling with this, where it’s like, ‘Now I have to work from home. Now I can’t do this, now I can’t do…” all these rules and things and you get annoyed by it. And there’s other people who are just like, “Okay, the game has changed, the rules changed. Cool, how do I play with the new rules, the new confines of what’s happening? How do I play the game now, and how do I win?” and those are the ones who aren’t as panicked, and less freaked out. And they seem to be the ones who are surviving and thriving right now, versus others who are still just angry, “You can’t do that. You can’t change the rules on me.” So I started thinking about that and I think for all of us, we have to understand that, and I’ve been doing this now, I think I’m in my 18th year almost of my online business ventures, that’s crazy to think. Anyway, 18 years I’ve been playing this game, and the rules for me have changed a lot. I remember getting hurt and upset every single time. My first was with Google, I had my first Google ads account working, I’m like, “I’m making money.” Then I got slapped and I was like, “Uh, it’s over.” And I remember being mad and angry, and like frustrated. And then it was like, “Okay, based on these new rules, how do we play the game?” and from that is where we discovered this whole concept of funnels. We have upsells and downsells and we make more money, and now it doesn’t matter if the ad cost went up, because now we’re still back in. And that worked for a while. And then we got Google slapped again later, and I was like, “Okay, based on these new rules, how do you play the game? Okay now it’s SEO, what are the rules of the game? How does it work?” and we figured it out. We played the game at a high level. We started making a ton of money and we’re like, “This is amazing.” And then boom we got slapped again and everything changed again. So the game changed and we had to change our process and our plan and our map and those things again. And that worked for a little while, and then we got slapped again, and it got changed. And it got to the point where somewhere in the last 18 years, I don’t know where, I got so used to that, that it’s just like, when the rules changed it wasn’t this annoyance, it was, ‘Okay, rules changed, how do we play this game now based on these new rules and the new things?” And I think that when you fight against the rules, you kick against a lot of times, where sometimes we think we’re going to fix it or change it, but usually we don’t. Especially when you’re playing with your kids, a little game with your kids, they’re the ones in charge because then they start crying and it’s like, “Ah.” Right now we’re like, “We’re not the one’s in charge.” It’s the government and the health professionals and the politicians. They’re in charge, it keeps changing the rules. And they’ve done it with us with advertizing. I remember a decade ago, they shifted the advertizing laws where all the sudden it became harder. It was like, all the stuff we were able to say we couldn’t say anymore. And then they shifted again, and taxes shift and the things keep shifting and I think that when we get annoyed with it, it makes us shrink down, and we stop being creative, we stop trying to figure it out. And eventually we end up losing the game and they win. And I think if we look at it differently as like, “Okay, this is a new game, there’s new rules. I gotta figure out how to play it.” I remember going to Tony Robbins Business Mastery event, he talked about this. He talked about how, I can’t remember the numbers, like % of your income you should put into an investment account, or % into an investment account. He’s like, “Most people if I tell you that, if I say you gotta put % of your money into an investment account, you’re like, ‘I don’t have that kind of money, I can’t afford it.’ But the government came and said, ‘Alright, we’re taxing you an extra 20%’ you’d be annoyed and you’d kick and you’d scream, but then you’re an entrepreneur and you’d figure it out. You’d figure out ways around it to make an extra 20% to cover your taxes, so you’d be fine.” And he said, “It’s the same kind of thing now. You know, in this thing, change the rules of the game yourself, figure out how to make an extra 20% and start putting that away into your investment accounts or whatever.” So it was kind of interesting thinking about that, the rules keep changing and I think the more we get angry and kick against it and fight against it, it’s not necessarily going to serve us or serve the people that we’ve been called to serve. It’s going to be harder. But as soon as we come back and say, “Okay, the rules have changed, what are the new rules of the game, there’s new rules, how do I win?” and that’s what we should be looking at, is that. Understanding the rules changed. The same thing happened to wrestling. Every single year they have new rules, and it’s like, “These are the new rules.” And some things we were doing the year before all the sudden now are illegal. Or something that used to be illegal is now legal. It’s like, it’s coming back to, “Okay, what are the rules today, how do I play this game, how do I win?” I think if we all start shifting our mindset to that, that’s how you’re going to dominate right now. Because the rules just got shifted up, everything’s changed around, and anybody who’s sitting there fighting, trying to get back to the old rules, is going to lose this game. And anybody who’s looking at it saying, “Okay, based on this what are the new rules of the game? How do we play, how do we win?” Start looking for that and figuring it out, boom you can go and you can tackle it. Anybody who lost their, who’s job or who’s business got shut down, the rules of the game just got changed on you man, and you’ve gotta sit back and be like, “Okay, what are the new rules, how do I play within these rules and how do I win?” Tim Ferris has a book, the Four Hour Work Week, which is still one of the, such a good book, one of the original online marketing books, and he talked about this when he, I can’t remember what style, some style of karate he wanted to go and compete in. So he started and he figured out like, what are the rules, how do I win this game? And he wasn’t the best person, but he, I think he ended up winning the world title or something based on, he figured out how do you win this game. And there were a couple of different ways to win, and one was you can disqualify someone by doing some move or doing something. So he figured out how to do it, went to the highest levels, and won. He won the game, he won the title, he won everything. Even though he wasn’t the best technician, the best thing, but he figured out what are the rules of the game, and how do I win? And then he went and he won. So for you guys right now, again the game has changed, the rules have changed, we gotta figure this out, and now that you kind of know that, through that lens I want to highly recommend for you guys to figure it out. Be like, ‘Okay, what are the new rules, how do I play and how do I win?” And stop worrying about the old rules, stop worrying about what used to be or what could’ve been, start focusing on what is today. And the faster you get that realization, the faster you make the shifts, the faster you start working towards that, the quicker you’re going to be successful and get back to normal life. Anyway, I appreciate you all, thanks for hanging out today. I hope this helps, if you got any value from this, please screenshot this, tag me on social media, and share with other people and let them know that they should come subscribe to Marketing Secrets podcast so you can get the most up to date ideas, concepts, strategies, tips, tricks, and things to help grow their company as well. Thanks so much you guys, and I will talk to you all soon. Bye everybody.

An interesting question that’ll change how you get traffic into your funnels. On this episode Russell talks about what you need to do besides publishing every single day. Here are some of the things you will hear about on today’s episode: Find out why you also need to be working your way into getting more traffic. Hear some of the things that Russell is doing that has contributed to at least 1/3 of his book sales. And listen to a story to help illustrate how often you need to be doing things in order to gain traffic. So listen here to find out how you can work your way into getting more traffic, so you can serve more people. ---Transcript--- Hey what’s up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today I want to share something that’s almost like a part two from a podcast a couple of days ago. I shared with everybody how I am doing some of my Traffic Secrets, I’m out publishing everyday, I’m out working my way on tons of platforms. And a lot of people have said, “Oh, of course. That’s you, Russell. But does it work for other people?” So that’s what I want to talk about today. Alright my friends, so there’s this weird thing, and if you don’t have it yet, you’ll find it when you start trying to teach and educate people, and it’s a frustrating thing because all the time, when you share something that you did or you’re doing or whatever, people always think that because you are you, that you are super human. Despite the fact that you are very human, despite the fact that I am very human. In fact, it’s interesting because it’s just funny to me because I’m like the most normal person of all time. And people are like, “Well, you’re Russell Brunson, so blah.” What does that even mean? I’m Russell Brunson, just means that I’ve been doing it, following the process, I believe it, I’m not skeptical. I’m not like, “I wonder if this is real?” I just do it and  I just do it, and I keep on doing it. And so you know, I think the last episode I talked about how I’m literally practicing what I preach. I said, go and work your way in. And now that my book is launched I’m working my way in, I’m doing more podcasts interviews in the last week than most people do in their entire lifetime. And it wasn’t hard. And they’re like, ‘It’s not hard because you’re Russell.” And it’s like, no, you don’t understand. You’re missing the point. So I found an example, one of my friends, his name is Eric Lofholm. And he, January of this year he posted something and it was like January 1st, and anyway I was doing a group, I was doing a presentation for my Clickfunnels Collective Group, this is our highest level coaching clients. And I was doing a big presentation, so I’m not going to share all of it, but there’s one slide I want to share because I think hopefully it’ll get the wheels in your head spinning like, “It’s not just for Russell, it’s for everybody, including me.” That’s the goal. So if you say, “This is for me, including me.” Then I’ll have done my job for this episode. So Eric Lofholm on January 2nd this year, he said, “gave speech number one of 2020, shooting for 550 speeches this year.” And I was like, that’s pretty cool. And then the next picture I showed was on January 4th, he said, “My goal this year is to do 550 speeches, so far I have been posting my year to date results. I have had 2 people reach out to me to book me, yay. No speeches today. I’m at 7 for the year so far. A few people have asked me what my definition of a speech is, here it is. A talk that reaches 2 or more people.” So his definition of a speech is a talk that reaches 2 or more people. He says, “This includes the following, guest speaker at a sales meeting, delivering a seminar, being on a podcast, delivering a webinar, delivering a keynote, or corporate training. If you want me to do a talk, let me know.” Okay, so that’s his goal. “My goal is to do 550 speeches this year.” His definition of a speech is talking 2 or more people at a time. So that was January 4th. Then January 6th he said, “I’m all in on my goal for 2020. Here are the results for today. Delivered 5 speeches, had 9 coaching calls, booked 2 speeches, created 4 pieces of content, delivered 1 sales presentation and added 2 new members to my team. My speech goal this year is 550 for the year, I’m at 12 speeches so far, year to date.” On January 8th he said, “3 speeches today so far. Reached 18 speeches so far year to date.” Then January 9th, “3 speeches today. 22 speeches year to date. 550 speeches is my goal.” January 13th, “6 speeches today. 32 year to date. 550 for the goal.” And then January 14th, “8 speeches today. 40 speeches month to date.” And then January 15th, “3 speeches today. 43 speeches to date.” January 16th, “Gave 5 speeches today. 48 year ti date.” Then January 17th, “2 speeches today, 50 year to date.” And then January 20th, “5 speeches today, 55 year to date.” Then January 21st, “7 speeches, 62 year to date.” And he keeps going. January 23rd, “3 more speeches, 68 year to date.” January 22nd, “3 more speeches, 65 year to date.” January 24th, “6 speeches today, 74 year to date.” January 27th, I’m going to get through January just so you can see, so, “4 speeches today, 78 year to date.” And then that’s January. So the first 30 days he had 78 speeches year to date. And then it goes on in the presentation I showed. I showed February, and I went all the way through March. And by the last slide, I had in March, he had 202 by March 19th. I’m sharing this because what Eric did, and what I think all of us need to be doing, and I’m doing, so I’m already on the bandwagon, you know…Let me step back. I always talk about how you should be publishing everyday. And publishing, you’re publishing to your existing audience right, like you’re posting a YouTube video a day, or a podcast a day, or a blogpost a day. That should be happening no matter what. But I think that thing that I’ve kind of done as a disservice is, step one you’re publishing stuff, but step two you have to promote what you’re publishing. We have to promote that. We have to get it out in front of new people, so they can come into your world. So what Eric is doing is he’s going out each day and he’s doing a presentation somewhere to get people to come back into his world so they can see what he’s publishing in his own world. He’s going out and so if you think about that, that’s the thing. You’re giving these speeches, or these presentations, or these interviews, whatever you want to call them, to get people to come back into your world, to come back into your funnels. So that way you can get them to join your list, right, or follow you on YouTube or Instagram, or subscribe to your podcast, whatever it is, and then you can do your daily publishing. So it’s kind of a two step fold, you’re publishing daily to build a relationship with your audience, but then you’re out there giving presentations to other people’s audiences to get those people like a magnet into your world, onto your list, into your thing. Think about this right now, with the Traffic Secrets launch I’ve probably done, I don’t know, 40 let’s say 40, who knows. Maybe more, maybe less. 40 interviews. From those 40 interviews we’ve sold 30,000 copies of the book, more than that now. But around 30,000 copies. And obviously there are other things, like we emailed our own list, you know we were buying ads and stuff like that, but a lot of it, I would say my guess is at least a third of those sales have come from me going out there and talking on other people’s platforms, giving speeches, giving presentations, doing interviews, things like that to get people back in my world. And if it wasn’t for that, if it was just me on my own list, I don’t think I would have got past 10,000 books sold to my own customer list. So 2/3 of these sales have come from paid ads, which is probably a third of it, and then me going out there and doing these things is the other third. Working my way in, giving presentations, giving speeches. And so, I wanted to share that because again, it’s back up of what I just said earlier, but second off, it’s someone else, Eric Lofholm, he’s been doing sales training for a long time and he’s set a goal, “I’m going to go out every single day this year and try to get a speech.” His goal is 550 speeches, that’s more than one a day. And I think, as I was reading some of his other Facebook posts, it was interesting, he was talking about you know, at first it was really hard, and then he started getting momentum, and he’s like, “Man, every time I do a speech, I get 3 other people that ask me to do a speech, and then I do that speech and I get 2 other people, and then it just starts growing and snowballing.’ He said, “Even when I told people on my Facebook page, “I’m doing a speech, I’m doing 550 speeches this year,” he’s like, “When I told people my goal, then people started messaging me, ‘do you want to do a speech to my people?’ yeah, sure.” I think part of this also was coming back to what we keep talking about, which is your dream 100. Get your dream 100 and then go to these people and say, “Look, I want to do a presentation, can I do a presentation for you today?” and start getting those people and pulling them back in. So anyway, I hope that helps because I want you guys thinking about that. Not just publishing everyday, but I’m going out and I’m giving presentations, speeches, whatever you want to call them, to get people from these other people’s followings into my world. I’m promoting my own content, I’m promoting my squeeze page, I’m promoting my stuff, I’m working my way in.  There’s a thousand ways you can call it, I call it working your way in. Eric calls it doing speeches, it’s the same thing though. It’s going out there to people who don’t know who you are, giving presentations and then pulling them back into your world. And this is a way you can go out and you’re basically, I mean, right now in this crazy economy, it’s funny because everyone is so scared to sell. I’m seeing people who are scared to death, like they’re going to offend someone by selling. I’m like, look at it differently. You’re going out to serve. You’re going to these different congregations, you’re giving your presentations, you’re serving, you’re allowing people to come back, to learn more. And from there they opt into your squeeze page, they’re registering for your webinar, they’re subscribing to your podcast or following you on YouTube. Whatever it is, you’re giving, you’re serving in the time right now, people need it. You’re going to go out there with your voice and serve and get people in. And then after they’re in, now you have a chance to continue to serve them, help them. And then from there, you can sell them your products and your services. And because you led with service, you led with giving a presentation, pulling them back, giving them daily content, all the things we’ve been talking about for forever, now when you ask for the sale, they’re like, “Man, this guy gives so much, or this girl gives me so much. Yes, I’m willing to give them money. I’m not mad about it, I’m happy about it. This person is serving their face off. Yes, I will definitely invest my money with them versus somebody else.” So anyway, just a fun way to look at it. So if you get nothing else from this, in fact, I need a story. So when I was, I remember back in the day, this is probably a decade ago, article marketing was the thing. I used to write articles, post an article in directories, and we drive traffic to you. And I remember because when I learned that, and it doesn’t work today, at least not like it used to, so don’t quote me like this is a traffic secret, because it’s not. But it was like a loop hole that we had for a while in the search engines. So we built a team where we were publishing 10, 20, 30 articles a day. If I get traffic from articles, I need to get as many articles as possible. I remember I was at this mastermind meeting and this guy got on stage, and he’s talking about how he’s not getting traffic, and he’s like, “I tried everything, I tried article marketing, I tried everything.” And I asked him, I said, ‘How many articles a day do you publish?” and he looked at me and he said, “Based on the way that you asked that question I know that I’m doing it wrong.” I go, “What do you mean?” he’s like, “I published 2.” I’m like, “Ever?” He’s like, “Yeah. I was doing article marketing. I published 2 articles and I didn’t get any traffic.” I said, “That’s the problem.” I said, the question again was, how many articles a day are you publishing? So my question for you is like, if you’re like, “I tried to get interviews and I didn’t get any leads or any traffic from you.” The question would be like, “how many podcasts a day are you on?” does that shift the perspective for you? I’m glad that Eric Lofholm, that he didn’t say “My goal is to do 365 presentations.” Because that’s then, “I gotta do one a day.” He said, 550, which is more than that. So it means, ‘I need to do more than one a day.” And all the sudden you do that and your brain starts looking for opportunities, “how do I do it?” you know after each presentation, “Man, I need to do more presentations. Maybe at the end of my presentation say, ‘if anyone wants to do a presentation like this to your list or your company, let me know.” And then all the sudden it opens up another door and another door. But when you ask a different question you get a way different answer. So how many podcasts, how many interviews, how many speeches did you give today? That’s my question for you. Alright with that said, appreciate you guys and hopefully you got something from this. Keep pushing, now is the time to serve. People are waiting for you, go out there and talk and share and serve. If you do that, they will come to you and they will follow you. Everybody right now is silently begging to be lead. That’s what Jay Abraham said. And they are looking for you. So don’t be quiet, be loud right now, it’s the time, they’re waiting for you. Thanks so much you guys, I appreciate you, and I’ll talk to you soon. Bye everybody.

With the economic shift, we have to shift how we’re marketing or we are going to lose our customers and potentially our businesses. On this episode Russell talks about how when uncertainty in the world happens you need to make a shift in the way you market and offer your customers a life preserver. Here are some of the amazing things to listen for in this episode: Find out what kind of shift you have to make to sell to a market consumed with fear and uncertainty. See why Dean Graziosi was the last real estate guy standing after the last market crash. And see how you can market with a life preserver and better get through to your audience. So listen here to find out what shift you need to make in these uncertain times. ---Transcript--- Hey, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. I am in the middle right now of the Traffic Secrets book launch, which means I am doing podcast interviews, Facebook lives, a million different things, publishing everywhere, and having a lot of fun doing this virtual book tour from the quarantine in my home, because right now we are in the middle of the Coronavirus. So everyone’s locked away at home, and it’s been kind of a nice chance to sit down and only focus on publishing and talking and sharing stories about the book. So that’s kind of what’s happening right now. And what’s interesting is something came out of one of the interviews that I wasn’t planning on. I’ve talked a lot in the past about how your dream customers are either moving towards pleasure or away from pain, and the interviewer asked me how that relates to today’s market. And my answer kind of surprised me, and when I got done I was like, that turned out to be really cool. I need to share that on the podcast. So we’re dedicating a whole episode to that. So with that said, I’m going to queue up the theme song, when we come back I want to talk about what’s happening with economic times, and how understanding if your customer is leaning towards pleasure or away from pain, can change everything for you. Alright so as you know, in most decisions most people make their decisions based on one of two things. They’re either trying to move towards pleasure, or they’re moving away from pain. And what’s interesting is in the last 8 to 10 years the economic market has been amazing, it’s been awesome, super successful, and it’s because of that people have a lot of certainty, a lot of, they feel comfortable. And it’s because of that, a lot of people when they’re making their buying decisions or making their decisions moving towards pleasure. They want a bigger house, they want to live happier, they want to get 6 pack abs, they want to feel good, they want to make more money, they’re making decisions toward pleasure. What’s interesting though, now that this whole Coronavirus hit, there’s been this huge shift. And now everybody has shifted to where there’s fear, there’s uncertainty. When there’s uncertainty in the market, it causes people fear and pain. And what’s interesting is that even 2 weeks ago, most people were making their decisions moving towards pleasure, where today most people are making decisions about moving away from pain. So what does that mean for you? It means for you, you’ve got to look back and say, “Okay, are the products and services that I’m selling right now, are they helping people to get out of pain?” or “Am I positioning them 100% in a way to get towards pleasure?” When I started the Traffic Secrets book launch, my plan was for the most part to talk about moving towards pleasure. If you want your business to grow, you need more customers. If you want, you know if you want to make more money, all those kind of things, that was going to be the message of the Traffic Secrets book launch. Little did I know that the day the book launch happened, that most of the world was going to go on quarantine, we’d all be living out of our homes and freaking out. What’s crazy is the day before the book launch I did a Facebook live to the Clickfunnels community talking about the Coronavirus and how we can thrive during these economic times. And I kind of went deep on that, in fact, I shared it here on the podcast, so you guys had a chance to listen to it. And right before the call, literally a minute before I jumped on that Facebook live, Dean Graziosi jumped on and he said something really, really powerful. He said, “You know during the last crash, before the crash happened, there were 50 guys on infomercials talking about how to make money in real estate. I was one of 50 guys. And then the markets crashed, everything fell apart, the economy got destroyed. When all was said and done, within a year I was the only person still on TV. And everyone was like, ‘how are you making it work? Our ads don’t work anymore. Our commercials don’t work.” And he said, “The thing that I discovered that everyone else missed, everyone else in their ads were talking about moving towards pleasure, how to make money in real estate, how to set up your family for success, how to get rich. All these things. I shifted my message from real estate is how to get rich, to real estate is a life preserver. It’s how you protect yourself in a bad economy. I shifted my message to how my product and service is a life preserver. My product is the same, how I market it was different.” And I think that that was the big aha today. You have to understand right now that we’re in a time, I don’t know how long that’s going to last, 2 weeks, 2 months, 2 years, who knows. But we’re in a time right now where people have fear. So they’re not going to be making as many decisions moving towards pleasure as they are making decisions moving out of pain. So how can you position your product, instead of being this huge things, you know this how to be moving towards pleasure, but how can you make it a life preserver that gets them out of pain? And if you look at the way we’re promoting Traffic Secrets from the Facebook live, the podcast interviews, all the things I’m doing right now, I keep telling people literally that the Traffic Secrets book is a life preserver. Your business is going to drown if you don’t have customers. And that’s what this book is about. It’s creating a life preserver for you, to be able to during these crazy times still have customers coming in your door. And it’s just a little shift but I think it’s so essential for everybody to understand. So again, if you think about this, it’s literally section, secret number one in the Traffic Secrets book I talk about figuring out your dream customers and if they’re moving towards pleasure or away from pain, and then marketing your ads towards those. And when I wrote that chapter, it was again, a good time and I was saying, “you gotta write different ads for the people moving away from pain than you do the people moving towards pleasure, and you target them differently.” But today I would suggest before, I would say before it was probably 80/20 where 80% of people were moving towards pleasure, and 20% made their decisions moving away from pain. I would say today it’s probably flipped, where it’s probably 80% of people are making decisions that move them out of pain and out of discomfort. And 20% are making their decisions about moving towards pleasure. So it’s your job to come in there and be that voice that’s going to help them to get out of pain, that’s going to help them have faith and hope, and a brighter future and things like that. So the question for you is how can you reposition?  How can you rebrand? How can you market your product differently, as a life preserver as opposed to a magic pill?   Anyway, I hope that helps you guys in whatever part of the journey you’re in, however you’re serving. This is probably the most vital, most important time for all of us who are gatherers, to gather our people. I did a podcast a couple of years ago talking about how we’re all gatherers, right, we gather people and then we serve them. And I always felt like my role was I’m the gatherer of gatherers. I’m gathering all these gatherers. And I’m hoping, I’m trying to the best of my ability to set an example. Notice I’ve gone, depending on where you follow me at, I’ve gone live on Facebook every day since this whole thing happened. I’m going live trying to spread hope and show the future. Trying to show how navigate these crazy times, giving people some faith in a better world because if the only thing we’ve got right is a faith in this craziness, it’s going to be scary for people and it’s going to be hard times. So it’s important to us who are publishing, who have a voice, to put our voice out there and just share this talk and give people comfort. Anyway, I hope that helps. Your people need you, it’s time for you. Don’t be quiet. They need you, they need what you got. So go out there and tell it to them. Alright you guys that’s all I got for you guys today. I hope you’re doing amazing. If you don’t have the book yet for some insane reason, go to TrafficSecrets.com, we’re doing the pre-launch right now, the books are literally free. You cover the shipping and handling, I pay for the books and then we ship them out to you. The ship day is not until May 5th, but the book, if you go right now you can get the book, you can download, the order form bump is the audiobook. I read, I spent three days in the studio reading it, it’s seven hours long. So you can listen to the audiobook immediately. You can plug it in. I’ve had a ton of people who have already finished the audiobook and they told me it’s really good. So that makes me happy. And then on the, there’s a bunch of amazing bonuses. If you go, there’s 3 or 4 presentations, excuse me, from Funnel Hacking Live, that I think you’re going to love that are also part of the bonus when you get the product. So anyway, regardless it’s time for you guys to get your life preserver. Go to TrafficSecrets.com to get it. Alright thanks you guys, appreciate you all and we’ll talk soon. Bye everybody.