Podcasts about two comma club x

In this episode, Chris and Laura introduce Peter Pru, a successful entrepreneur who has built multiple seven and eight-figure businesses online. They discuss Peter's achievements, including being a Two Comma Club X winner and the founder of e-Commerce Empire Builders. The conversation delves into the significance of awards and the motivation they provide in reaching goals. Peter shares his insights on the award system and the satisfaction of achieving milestones.

Get to know these successful thought leaders and find out how they present themselves and their crafts as experts in their fields. David Asarnow is a visionary entrepreneur, digital marketing leader, and CEO of Business Nitrogen, the highest award-winning ClickFunnels Certified Consultant. He hosts The Infinite Business Podcast and he has over 7 Two Comma Club Awards and a Two Comma Club X award. David is passionate about helping entrepreneurs and thought leaders create massive value leverage and profit through his proprietary strategies. If you're looking to create a successful marketing funnel, consider reaching out to David Asarnow by visiting his websites https://businessnitrogen.com/ and https://www.linkedin.com/in/davidasarnow/.  Daniel Ramsay is the founder/CEO of MyOutDesk, the highest-rated virtual assistant company in the marketplace with over 5000 verified, five-star reviews and over 13 years of experience serving more than 6000 clients across industries. He also hosts his MOD Virtual Webinar and podcast talking to entrepreneurs, CEOs, and business owners in building virtual mastermind groups to inspire other leaders to thrive, learn and engage with each other. He is passionate in providing companies with indispensable leverage through his site's Virtual Professionals to aid them in buying their time back and have the ability to grow their business, all while reducing costs. To learn more about Daniel Ramsey's work in scaling businesses for profitability, visit his websites https://myoutdesk.com/ and https://www.linkedin.com/in/dramseyinc/.  Helena Demuynck is the Authentic Leadership Coach of oxygen4leadership. Her mission is to help leaders to tap into their energy, adopt an abundance mindset and build confidence to lead and to live. As the Authentic Leadership Coach, she acts as a catalyst to drive business performance and for the organization as well. If you are a business leader who needs to go from knowledge to wisdom, consider reaching out to Helena Demuynck via her website, https://www.oxygen4leadership.com, or through https://www.linkedin.com/in/helenademuynck.  Global Credibility Expert, Mitchell Levy is a TEDx speaker and international bestselling author of over 60 books. As The AHA Guy at AHAthat (https://ahathat.com), he helps to extract the genius from your head in a two-three hour interview so that his team can ghostwrite your book, publish it, distribute it, and make you an Amazon bestselling author in four months or less. He is an accomplished Entrepreneur who has created twenty businesses in Silicon Valley including four publishing companies that have published over 800 books. He's provided strategic consulting to over one hundred companies and has been chairman of the board of a NASDAQ-listed company. Mitchell has been happily married for thirty years and regularly spends four weeks in Europe with family and friends. Visit https://mitchelllevy.com/mitchelllevypresents/ for an archive of all the podcast episodes. Connect to Mitchell Levy on: Credibility Nation YouTube Channel: https://bit.ly/3kGA1LI Credibility Nation LinkedIn: https://www.linkedin.com/company/credibilitynation/ Mitchell Levy Present AHA Moments: https://mitchelllevy.com/mitchelllevypresents/ Thought Leader Life: https://thoughtleaderlife.com Twitter: @Credtabulous Instagram: @credibilitynation Learn more about your ad choices. Visit megaphone.fm/adchoices

Interviewing Bryan Dulaney who is 6 times Two Comma Club award winner and 2 times the Two Comma Club X awards winner and also the CEO at perfectfunnelsystem.com Bryan represents one of the Top 1% of Marketing and Funnel Experts in the World. He recently launched a marketing strategy and campaign that generated over $1 Million in less than two weeks for Tony Robbins, Dean Graziosi, & Russell Brunson. This success elevated him as one of their Top 5 Affiliates among a total of 1,300 affiliates, by selling more than 500 units at $1,997 apiece. Russell Brunson's highly successful ClickFunnels has 95,000+ current members. Bryan has won 6 Two Comma Club Awards (selling $1MM+) and 2 Two Comma Club X Awards (selling $10MM+) for his business and the businesses of his clients. Bryan and his team of marketing and funnel experts have been increasing revenue and impact for businesses since 2006, generating well over $250+ Million in online and offline revenue for their clients, partnerships, and their own funnels and businesses. Bryan is on a mission to change the world by empowering other like-minded leaders and experts who want to leave a dent in the world for the good. Watch this episode where we've discussed: - Psychology behind funnels - What do most funnels do wrong? - How to launch a funnel perfectly? - His journey of scaling over 8 Figures - Attracting High-Level clients as a marketing Company Make sure you join the group for more insightful and valuable conversation: facebook.com/groups/funneling --- Send in a voice message: https://anchor.fm/nikhilsai/message

I am in Russell Brunson‘s coaching program and he told us to document every day for one year and we will be financially free at the end of one year. My goal is to get into Two Comma Club X

It's "Inner Circle" week. I want to tell you about what's actually going on in the room where it happens. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up, everybody? Good morning. It's Inner Circle day and I'm driving down to the event. And I want to jump on and say, what's up? All right, everybody. So, it's Inner Circle day, actually Inner Circle week, which is even better than Inner Circle day. We've got Inner Circle happening today and tomorrow. And then, my Category Kings, which is our upper level, are coming in on Thursday and Friday. And so, this is a full week of serving, and having fun, and being with the people, which I was really excited for. Some of you guys know my Inner Circle is our high end coaching program I had for seven or eight years. And I closed it down almost three years ago, because I was just tired, and worn out, and just a lot of things happening in my life. And so, we shut it down. And then, last year at FHL we reopened it with some caveats this year. You have to have won a Two Comma Club award to be in the inner circle. And if you want to be in Two Comma Club X, which is the higher... Or excuse me, if you want to be in the Category Kings, you have to been at least made $10 million, so Two Comma Club X. Or yeah. Yeah, so. Anyway, which is cool because it makes the groups just higher standard, higher level, which has been awesome. So, to be in the room, you had made at least a million dollars, which means we can have totally different conversations. It's interesting, because we had different levels of coaching and consulting programs. For example, we have our Two Comma Club X program, which is amazing. But it's more so for people who are getting started, having some success, but they haven't hit Two Comma Clubs yet. It's interesting, because in that phase of your business, there's a couple things you have to figure out. The first thing you have to figure out is, what is it... Actually before that, it's, who was your dream customer? Who's a person you actually want to serve. That's the first thing people have to figure out. They have to figure out, okay, these are my people. Then, the big questions are the what and how. What is it you're actually selling and how are you selling it? And the biggest problem people typically have during that phase is they either are selling the wrong what. They're selling what they want to sell, not what people want to buy, or they don't know how to sell. What's the funnel, or the way, or the process, or how you persuade people? So, it's the what and the how. If you got who, this is who my dream client is, who I want to serve. If you talk to Pedro, Pedro talks about micro-niching, shrinking that who down to, this is my micro-niche. This is my category. This is my people. And then, it's the what and how. So, what are you selling and how are you selling it? And so, for me, with most people's it's try thing after thing. Let's publish a lot, launch a challenge, launch a webinar, launch a... And you're trying to figure out, what is it that people actually want to buy from you? Okay. That's a little distinction, but it's huge. What do people actually want to buy? Not, What do you want to sell? What does the market want? When I got started, my very first idea was Zip Brander, which was a really cool idea. And I wanted to sell it. I paid for someone to build it, because I knew that this was the coolest thing I could think of. But the market didn't want it. I sold a few, but it wasn't right what. What is it that I'm actually selling? And so, that's why we keep trying different offers and testing things out, putting things out until we figure out eventually, this is what they actually wanted. And the second question is then, how do you sell it? And so, that's the mechanism. You selling it through a webinar or through a challenge? Are you doing it on the phone or you're doing it through a tripwire funnel, a webinar funnel, high ticket funnel, a challenge funnel, a survey, or a summit funnel, a survey funnel? It's the what? After you figure out those two things, what is it the market actually wants I'm going to sell? And then, how do I sell it? And understanding the persuasion, and the process, and all that kind of stuff. When you figure out that, the who, the what, and how, boom, typically that's when people go from, "I can't make anybody online," to boom, Two Comma Club really, really quickly. Some people, it happens in the year. Some people it happens in weeks after figuring those things out. Which is why you got to be testing and trying a lot of things. Figure out, what does the market actually want? What do they want from me? It's interesting, there's a, one of my favorite YouTube videos, it's called Work to Publish. If you go to YouTube, type in Work to Publish, you'll see it. But when he talks about, there's how you have to be prolific and putting a lot of things out there. And he's like, "You don't get to pick what you're famous for, the market picks." And he talked about these different artists and bands who put out thousands of songs and things like that. It's like they put a thousand songs, and only 10% of the songs are any good or 1% are any good. But because they put out a thousand songs, those 1% made them the Beatles, or whatever. You know what I mean? It's that working to publish, is putting things out there. In fact, I heard a... Tom Bilyeu told an interesting story the other day. It sounded like he found it in a book or something. So, I'm going to try to find it. But he said that there's basically an art class. The first day of art class, the teacher's like, "All right, there's two ways to pass this class. Number one is you can spend the entire semester making one art piece, and you can spend all the time just making it the most amazing, perfect thing in the world. Or number two is you can just come in and every single day you got to create something, and you keep creating something, and it's all about volume. So, at the end of the year, you're going to turn a stack of all of your art. And then, you'll pass. So, those are two options, spend the whole you're perfecting one piece or turn in a new thing each day, just fast and just putting things out there." And he said that, at the end of the semester, what was fascinating is the people who tried to perfect one piece of art versus the people who were putting out art every single day, the people who are putting out art every single day, by the end of the semester, their art was better than the people spending the entire year on one piece, because they kept putting things out over, and over, and over. They were publishing. They were putting volume behind what they were doing. And so, it was interesting. Anyway, during that phase of your business, it's all about figuring that out. Who am I serving? What do they want? How do I sell it? And so, it's a volume phase. It's trying a lot of things. It's testing things. It's putting out different offers, different messages, until you find what are the hooks that people stick with. And so, in our Two Comma Club X coaching program, that's where we're living with people. They're coming in. And if they pick the e-com path, they're working with Allison, and she's helping to find products. They're trying a bunch of products until they find the one that, boom, hits. And then, our side we're doing challenges. The challenge, challenges to find the challenge where the messaging resonates, hits, and boom. And then, from there, we take that message and we turn it into a webinar. And then, that's what's happening at the Two Comma Club X level. After someone goes through that process, and boom, they make their first million, hit Two Comma Club, then they can move up to Inner Circle. And Inner Circle, we can have different conversations. And so, the question's, what are the conversations that we're having in Inner Circle? That's a good question. I'm glad you asked that. There's different things. And so, one of the big questions that people are asking and trying to figure out and stuff with is, "Hey, I have this thing. It's making money now. I hired some people, I got, 10 employees now, or five employees now, or something. I don't know how to run this thing. I'm an entrepreneur. I come up with ideas. Now, I'm a boss and I've got employees. How function? How do I do this? How do I not go crazy? A lot of it is systems and operations. It's a big part of what we talk about in Inner Circle. Another part is people perfected their message. So, saying, "Okay, well, how do I go from a million to 10, from 10 to 100, 100 to a billion? What are the things?" It's not necessarily create another product, another service. It's like, okay, how do we make the backend bigger? How do we increase conversions back there? How do we create front ends that'll acquire customers more profitably? It's really building out the value ladder and getting the pieces in place so that you can, as Dan Kennedy says, spend the most money to acquire a customer. Because, whoever can spend the most money to acquire a customer wins. And so, that becomes the Inner Circle phase is that. In fact, this morning, I have a presentation I'm doing called The Lynchpin, which is... It's interesting, of all the things I've done inside of ClickFunnels in our launch, there was one thing... We would've probably been $10 million a year company, if I didn't do one thing. And it's lynchpin. And so, what is that thing? Well, that's what I'm going to talk about today. Literally, my presentation is called Lynchpin. So, I may do some version of it at Funnel Hacking Live this year. I haven't decided yet, but I might. So, if you want to hear it, make sure you're at Funnel Hacking Live. Or join the Inner Circle, and it'll be in the member's archive. But The Lynchpin, which is this thing. And so, I have to set the structure. Here's all the pieces in my business, but this one right here. It's the one that nobody notices. It's the one that's the smallest, the dumbest, but it was that was the difference between having $10 million a year business to $150 million business was this one little lynchpin. And so, it's little things like that. It's not, try to figure out... I guess, it's almost, it's not almost, it is, it's more work going from zero to a million than from a million to 10, for sure. And so, Inner Circle's about those things. So, it's not so much like here's structured curriculum, here's step one, step two, step three, which is what we totally do in Two Comma Club X. It's more like, okay, here's a bunch of people doing what you're doing at different levels and let's share the best practices. What are you doing? What are you doing? How is it working for you? It's this collective group. It's a mastermind of people who are all sharing and growing together, which is so cool. Anyway, so what's happening in Inner Circle today is we've got about a hundred people from around the world, all flying here to Boise. And it's a mastermind, and we're sharing these types of things, which is really, really cool. And like I said, for this group, there's about a hundred people. And the Category Kings is a smaller group. There's only 15 people in that one. And that's ran very similar, but it's in a smaller group. And everyone in that group had made at least $10 million inside a funnel, therefore they've got past, usually, some of these core problems. They figured how to build a team and build a staff. They have systems in place. And now, they're trying to figure out, okay, how do I take what I have and add a zero to the end of it? How do I go from $10 million to $100 million? What's the process? What's the path? It's different at that level. So, it's just fun. I enjoy this game. It's so much fun. It's interesting. When I first would do events, way back in the day, man, almost 15 years ago, I'd do events, and I would do a three-day event here in Boise. And for the most part, we had complete brand new beginners who would come to these things. And I was like, "I want to teach them everything I know right now. I want to serve these people and give them everything." For three days I would go and I would teach literally everything, everything I knew, everything I understood. I did that for a couple years. And the weirdest, probably the most frustrating, thing for me was I'd show them all the things, and then nobody ever had success. I didn't have success stories for years. I'm like, "Why did they not understand? I've given them everything. Everything that I took a decade for me to learn, I'm giving it to them on a silver platter. They don't have to learn it. They just get it handed to them." It always confused me and frustrated me that people weren't successful faster. And then, I remember one event we decided, I was like, "I think we're overwhelming everybody." So, I was like, "Instead of us teaching these three day things, let's teach day number one only, but extended out over three days." And so, we did that. What was interesting is people understood it better. They started making more progress. But it still was too much. Then, we took the day one of that, which would've been the first two hours of the original event, and we extend it out over three days. And that became a new event. And it was just the first piece. And, oh my gosh, guess what happened? People started having success. What? I was like, "Wait, they don't need a whole destination?" I was like, "No, they don't need to know everything you know, Russell. All they need to know is the next steps, the first steps. What are the first things I need to do to get a result that gives me buy-in so that I'm willing to do the next three steps. I think the problem I had was I was showing people the entire picture and they're like, "I don't want to do that. This is going to be horrible." By doing it this way, I was able to give them just pieces they need to get the first result, which for us is get your first sale, get your first thing. They get that first result. And then, they're like, "That was cool." And now you say, "Okay, now here's the next step. Here's how you grow it. Here's how you grow it." And so, we started segmenting our teaching, our training that way, and started breaking up over levels, where instead of getting the entire three-day event in three days, it's like, "Hey, you're going to get the first two hours and we're going to do it over three days." And then, you have a couple weeks or months to implement it, until you've actually got it done. Then, I'll give you the next piece. Then I'll give you the next piece. And then, we'll send you up through the process. That's how we grew this to what it is today. So, Anyway, it's fun. It's awesome. I'm excited. Hope you guys are doing well as well, and I can't wait for you guys to be in our groups. Set that as a goal. Write it on your board, "I want to be in Russell's Inner Circle." And then, if you are, Hey, well, there's the path. Get in Two Comma Club X coaching program. Figure out your what, your who, your how. Get your million dollars. Come on up. And then, we have those conversations. And then, be like, "I want to get Category Kings." And then, come on up and we'll have those conversations. And then, the next group we're launching eventually is called the Atlas Group. For the most part, my group of entrepreneurs aren't quite there yet. Some of them are, but not big enough to have a group that we can have a really fun environment to focus on. Okay, all you guys here at a hundred million, how do we get to a billion? Because, those are the conversations I'm having with my team right now, which are fun. I would love to have that with the next group entrepreneurs. We've already named the group. It's going to be called the Atlas Group. But we're not quite there yet. So, that should be your goal. It's my goal. All right, guys, I'm almost to downtown. I'm going to bounce, so I can message my team and let them know I'm here. With that said, thank you so much for being you. Thanks for listening to the podcast. Just by default, if you listen to the podcast, you're ahead of 99.9% of all the other funnel hackers out there, because you're the ones who are paying attention, who are plugging into your ears, who are focusing, who are learning. So, good for you. You're on the right path. Stick to it, keep working. Figure out your who, your what, and your how. Serve those people to the best of your ability. If you do that, you'll get everything you want in life. Thanks again. And we'll talk to you soon. Bye, everybody.

One of the cool "Ah-ha's" I had today, sitting in our 2CCX, Inner Circle, Category Kings mastermind group. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up everybody? This is Russell Brunson, welcome back to the Marketing Secrets podcast. Today I'm sending you a message from beautiful Mexico. Hey, what's up everybody? So we are here actually at the Two Comma Club X Inner Circle/Category Kings Mastermind group, which is exciting. We're in Mexico, in the past we used to do the big Two Comma Club cruise, but cruises are sketchy now so we decided to run an all exclusive resort. And it's actually really cool because it was interesting, and I don't know, there's a lot of variables so this may not be the only one, but I thought we would get more people to register for the cruise that was even pre... Sorry, pre COVID we did the cruise, we had about the same amount of people in our Mastermind group, and we had X amount of people that signed up for the actual cruise from that pool of people that were eligible to go. And then this year's post COVID so we did it here, and the group of potential people who can come is about the same, but we had three times as many people register for this. And so, I don't know, it could be just COVID and people want to travel and get away. That's definitely a possibility, but I think that more people want to go to an all inclusive resort than a cruise, which is the opposite of what I would've believed and thought, so anyway it's kind of cool. My one fear is on the cruise it was nice because everyone's jammed in this little boat and so more people got out and met, and I'm a little nervous that here people are going to hide in their rooms during the off sessions, but hopefully no. So anyway, I'll report back and let you know more how it's going. But so far we've just finished day number one and it was amazing, it was really, really cool. So I want to share with you guys all just a thought or an aha or a, I don't know, something that hopefully will be helpful for you all. I'm hoping that all of you guys, especially those who are... Obviously we cater towards two types of businesses, there's the expert business and the e-comm business. In fact, it's funny, here at the event it's broken in two groups, like here's our expert group, here's our e-comm group. And Alison Prince teaches a lot of the e-comm stuff, I teach the expert stuff and so it's split down the middle there as well. But we're both trying to do crossover where she's trying to get all the expert people to add physical products to their offers, I'm trying to get the e-comm people to add info products to their offers, so it's a blend back and forth. But the thing I want you guys to understand is just the power of, honestly, a singular framework. Each of you guys who are in a business, you have some type of framework, some kind of process or system or things that you take somebody through to get an end result. And one of my favorite people that I've seen do this is Brooke Castillo. Brooke is amazing entrepreneur, she's got a huge podcast, great podcast, great membership site, great coaching certification program. In fact, all of our one-on-one coaches for our Mastermind groups all come from her program, they're all certified through her. But she basically has created one really, really, really... How many reallys can I give her? 22 reallys. Really good framework, right? And her business is based around, honestly, it's one core framework. And she teaches this framework on her podcast, she talks about it in her emails, everywhere she's talking about this one framework. And then she has a membership site that's $300 a month that then teaches people how to use the framework, like how to use the framework in your life, if you're a coach, how to use it for other people, all sorts of stuff. I think that's $300 a month, and then she has a coaching certification program, it's $18,000 a year, I think, or I believe that's what it is. And there's where she helps you to master the framework where you can start teaching it and helping coach other people, and it's really cool. But that's her basic business, it's she has one framework that she talks about for free everywhere, and she's got a membership site $300 a month where she teaches you in depth how to use the framework and get live coaching from coaching students, stuff like that. And then on top of that she's got the certification where you can master the framework and use it as a tool in your own business. But her whole business, and her business is multiple, multiple eight figures, one of if not the biggest info product business that I'm aware of right now, which is really cool. But anyway, again, we come back and we look at that and look what she's doing and it's insanely successful. And so, as I was thinking about the Mastermind group we're in right now, and if you guys know my business, hopefully you do at this point, I have frameworks. And I don't have one, I have probably because I'm more obsessive compulsive, I don't know, OCD is high with me, but I have a lot of frameworks. And if you read DotCom Secrets, Expert Secrets, Traffic Secrets, those are my core frameworks all laid out. If you've gone through those books you understand my framework of the value ladder, and then my frameworks for each types of funnel inside the value ladder, and my frameworks for my scripts. And if you go to Expert Secrets you learn other frameworks, and you learn frameworks about how to start a movement, you learn frameworks about how to do your sales presentation or your perfect webinar, you learn frameworks on how to close, you learn those ones. And then Traffic Secrets, you learn Dream 100, you learn congregation, you frameworks on how to infiltrate any media platform and on and on. So those are my core marketing frameworks, there's a bunch of them. And there's other ones we teach that aren't necessarily inside the books, but the core ones are there. And so what's cool about it is, if you look at my business, I can go and I can for free teach and talk about any of my frameworks. I've done a hundred podcast interviews about the Dream 100 framework, I've done other ones about value ladder, I've done other ones about just any of the dozens of frameworks I've, not invented, don't know if that's the right word, the ones that we put together. I've done tons of training on every one of those things individually, but they all push back like, 'Hey, if you want to learn this in more detail, go get the books.' Then people read the books and they get all the frameworks, they get a good understanding of them and then from there their entire value ladder. Now, after you made a value ladder, everything else we do is just based on those core frameworks. It's not like I'm teaching more things, honestly, which is kind of cool. It's mastery, it's learning how to actually use these frameworks. And so if you go up our coaching ladder there's One Funnel Away, which is picking very specific... like we're going to show you guys one framework for creating product, one framework for a funnel, very specific type of funnel, one framework for traffic, so it's one framework across each thing. That's the OFA challenges, and then from there we send people up to our Two Comma Club X Coaching Program. And Two Comma Club X Coaching Program then is where we're picking a couple more frameworks. We're going deeper into it where we've got coaches, you've got one-on-one coaches, you've got group coaches, you've got a tribe of people who are working together. You've got all these people and it's really helping you to dial in, perfect this framework. And then after you get done with Two Comma Club X, which people stay in Two Comma Club X Coaching Program until they win a Two Comma Club X Board, they make a million dollars. And then something secret happens, funnel hacking live, nobody knows this except for the Two Comma Club winners. But when you win the Two Comma Club we invite you to a secret luncheon that's only for people who've won the Two Comma Club or above, and at that Two Comma Club luncheon I invite people to join my Inner Circle. And it's funny because a lot of people join the Inner Circle, and we found this especially people who had been in the Two Comma Club X Coaching Program and moved up to the Inner Circle. They're like, "What's the curriculum for Inner Circle?" I'm like, "There's no more curriculum, you guys have gone through these things..." The Inner Circle, then after my Inner Circle we've got our Category Kings, like the different levels here, it's still the same frameworks, we've already learned them. But now inside the Mastermind what's been cool is over the last 10 years I've been teaching this stuff, we've got now thousands, if not hundreds of thousands of people using these frameworks in different places. So the Mastermind now becomes everybody else saying, "Okay, well, yeah, I did a challenge funnel, but this is what I did different. I tweaked this, I added this, I change this." And they're like, "Oh, well, my value ladder looks like this. And, oh, my thing looks like this." And it's everybody taking these core fundamental frameworks that we first laid out and then building on them and adding things, tweaking things, changing things. We had someone today who, same thing, they come through our training but then they figure out this new hook and this new way to do something, and then they built this huge Two Comma Club business doing that. And we had her come and present today and like, "Hey, here's what I'm doing." There's a lot of similarities but it was her twist, her take, and how she took the frameworks and evolved them and developed them further and they had new cool things. And then we have these national meetings where everyone's getting up and they're sharing. And right now there's people all around this resort here in Mexico in little meetup groups. And there's groups like everyone who's doing challenge funnels meet up and they're all sharing best practices. Like, "Oh, we did this and we added this little thing. We added this badge here and increased conversion by this. Oh, and we did this." Everyone's sharing things there. And then there's the high ticket group, and then there's another group, another group. But there's all these groups happening, pop up all around the resort right now of all the people that are in Mastermind groups, all just sharing like, "Hey, I took this core framework, but here's how I tweaked it, here's how I changed it. Here's how I applied it to my business, here's how I applied it to my industry. Here's how I did it." And so it's really fascinating watching it because the evolution of this was not like, "Russell, to go higher ticket you need more frameworks." No, no, it's master, it's application. It's sharing the tweaks, the changes, the evolution of the frameworks amongst those of the people that are out there in the trenches using them. And that's why this has been so fascinating. I wish I could sit in every one of these little breakout groups and just take notes of what everybody else is sharing because there's just so much gold that everybody's dropping. Anyway, I wanted to share that for a couple reasons. Number one, if in you're my value ladder this is where you're going, keep figuring these things out. So having success, get in the coaching program, get to the Two Comma Club, jump in the Inner Circle, and then come to these Masterminds where we can start taking this and network with... I think we have 600 people here on resort with us, which is cool. I think the resort holds 900 people and we've got 600. It's like more than half of the people here are Funnel Hackers, which has got to be awkward for all the people wondering why we have these similar t-shirts on, but that's what we do. And so, be part of that group and then start sharing with each other and it's just so fascinating. Funnel Hacking Live is a version of that, you come to Funnel Hacking Live and it's like all the speakers are people who for the most part grew up in our community, who learned the core frameworks, started using the ClickFunnels software and then they figured out their hooks, their tweaks, their way that they evolved the principles and got them to work for them and for their market. And so it's fun, everyone building upon each other and all off of this one common framework. So again, number one is, if you are in my world this is the path, this is where we're trying to take you. This is the experiences we want you to have with us here in Mexico, do these kind of things. And number two is, for your own business, understanding that's what the value ladder actually looks like, it's not more stuff, more stuff, more stuff. Again, I look at Brooke's business and it's one insanely good framework. And then it's just gone deep, and deep, and deep on that to the point where she's got one of if not the most successful info product businesses in the industry today, from one framework. So I want you guys to understand that because it's powerful, it's cool, it's exciting and hopefully it gets you as excited as well. So, with that said, thanks for listening and hopefully you'll be here with us in Mexico at the next Mastermind in Paradise, which will be coming in about a year from right now. All right, thanks so much and I will talk to you guys soon.

As the Director of Coaching at ClickFunnels, Vince Green has a wealth of wisdom to share from his time spent coaching countless entrepreneurs in the Two Comma Club X program. Vince and Dave discuss Vince's journey going from a corporate job in marketing, sales and finance to becoming an entrepreneur and ClickFunnels customer to joining the ClickFunnels Team and taking the opportunity to learn on the inside as an "intrapreneur". Vince also talks about the difference between intrapreneurs and entrepreneurs and how you can decide which you need in your business in order to scale and grow. Interested in joining the Two Comma Club X program and learning more from Vince? Visit twocommaclubx.com to schedule a consultation! Join our Messenger Tribe! https://m.me/clickfunnels?ref=cfpodcast-join-CF-tribe

In this episode, Russell and Alison answer the question "Is my value ladder backwards?" Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: What's up, everybody? This is Russell. Welcome back to the Marketing Secrets podcast. We've got some more Q&As from the Ecomm Vs Expert Smackdown. You guys have really been enjoying it. I've got a lot of really good feedback. So, we got a couple more before the series is over, but this next one is a really good question. Is my value ladder backwards? Some people come in this world and they start with high-ticket coaching or something really expensive, and they read Dotcom Seekers and they're freaked out because they're like, "I don't have a value ladder. I have nothing on the front end of the..." It's interesting because for me the value ladder is my business model, like here's the plan, here's where I'm going. Eventually, I'm going to bring people in and move them through this whole thing, but the fear I've always had teaching the value ladder is that one of two things happen. Number one is that people try to build everything on the value ladder before they launch their business, and that's not the plan. That's number one, is they're trying to get everything done before they get started. Then the second problem people have is they think that, "Okay, that means I have to start from the bottom of the value ladder," and for me the bottom of my value ladder is what, are my books. Now, all things I've ever created, I think that's the hardest and takes the most time and energy and effort, are my books. Yet they're things that cost the least amount of money. So, I could spend three years writing a book, try to launch it, and make no money at all, or you can start higher up the value ladder. In fact, most people I recommend starting in the middle of the value ladder or the back of the value ladder. Some people I say, "We should start with a webinar," or, "We should start with a high-ticket thing," or something because usually, it's easier to do that, make more money, and then as you start scaling, that's when you start moving down the value ladder to go to colder and colder audiences. So, anyway, I talk about that and other stuff in this question, and I think it'll be helpful for any of you guys who are wondering about that. We went off on a couple other tangents, fun directions and things, but I think you'll enjoy this one, especially for those who are wondering, "Where do I start? Do I need a value ladder? Am I going to create one? Where does this fit? God, what do I do first and second and third?" So, I hope this episode's great for you. We're going to cue the theme song. When with come back, we're going to dive into is my value ladder backwards. Brent Coppieters: Next question from Li-Sann Mullings, I hope I pronounced her name right. She says, "I feel I built my business backwards when it comes to the value ladder. It starts with the high-ticket coaching. I have courses and other products, et cetera. What's the best vehicle slash approach to get these out in a ClickFunnels world?" Russell: Very cool. Great to meet you. How you doing? Li-Sann Mullings: Hi. Thank you. Russell Brunson: Yeah. So, one thing, actually, I want to... So, this is the pros and cons of the Dotcom Secrets book. I teach people this concept, the value ladder, and a couple things you have. One is that people go in and they try to build every single tier of the value ladder before they launch their business. It's like, no, the value ladder's like your business plan. Where are we going? The second thing is people always think you have to start at the very bottom tier of the value ladder. For me, the bottom tier of the value ladder is my books. My books, of all things I've ever created, have been the hardest to create. So, if I would've started with the book, it would've taken me 10 years before I sold anything. Eileen Wilder spoke at Funnel Hacking Live, and she said basically, she did it backwards, like, "I started with the high ticket. I made a bunch of money off high ticket, and then from there I was able to invest in the lower ticket and moving things down." I actually do think for most people I coach that is a better strategy, is to start with the high ticket, because you're able to get more money. It's easier to break even on ad spend and things like that. In Eileen's presentation at Funnel Hacking Live, she actually shared Elon Musk's business model. She was like, "When Elon Musk first launched the Tesla, he didn't launch the $30,000 Tesla and then move up to the 80 and then 100. The first one he launched was the $200,000 pimped out, super expensive, awesome Tesla, and he did that, launched it out there, got all the cash, and then from there was able to create the next tier and the next tier and the next tier. But he led with high ticket as well." So, I'm actually a big proponent of, especially in the extra business, to lead with high ticket, so you can do a webinar or high-ticket sales because it's the fastest way to get money, and then from there you can reinvest and build the lower-ticket funnels. Does that help a little bit? Li-Sann Mullings: Yeah. That's really helpful, Russell, because to be honest with you, I have a really thriving high-ticket coaching practice, and I'm really burnt out. I'm passionate about what I do. I have the best gig in the whole world, and to be honest with you, when I started pivoting, I found ClickFunnels, and one of my dreams was to say thank you to you in person. Russell Brunson: Oh, wow. Li-Sann Mullings: You're looking at someone who I called my son in a college class to ask him how to get my iPod to work a few years ago, and now I build funnels. I love building them. My magical child is so happy. I don't have to call anyone when I have an idea at midnight. So, you really saved my life. I just really want to- Russell Brunson: Oh, man. Li-Sann Mullings: ... say that to you. My son, he's 23 now, and he's so tickled that I'm a funnel hacker. He's like, "Who is this Russell Brunson guy?" To get his mom to be happy just sitting there, making funnels and changing my stuff, he thinks you're like God. You're so talented. So, my very first funnel that I built about three months ago, I ran a three-day challenge with it, $37. I did the order bump, and I made a little under $1,000 on that funnel, which was great for me because typically, I teach them for free and I never make any money, and my offer is screwed up because I don't know how to sell group programs, so I guess I have a lot of assets. I have a lot of creatives. I've done this for so long now that I've always worked with these frameworks, but I call them roadmaps. They're actually a signature collection of roadmaps, and- Russell Brunson: Awesome. Li-Sann Mullings: So, for me, it's really trying to understand how to scale down as far as the ladder in order to leverage, and I'm not quite sure... What would you advise me to do? Russell Brunson: Because right now you're doing all coaching one-on-one, right? Li-Sann Mullings: Hmm? Russell Brunson: Because I know all your coaching's one-on-one right now, right? Is that the- Li-Sann Mullings: All my coaching is one-on-one, and they're successful women entrepreneurs who are... I call it, how you say in your books, and I have them, they're right here, that you teach people how to make their funnels work, I teach people how to make their life work. Russell Brunson: That's awesome. Li-Sann Mullings: The people who positive thinking has failed them, they can't break through mindset stuff on their own, because they're all these deep core wounded, so I'm like the “woo” person, and I'm a healer, a shaman, a spiritual coach, and I go deep and find what's blocking them, not just the frivolous, "Oh, just break through your limitations." Russell Brunson: Yeah. Li-Sann Mullings: So, I have a really thriving practice that way for 20 years, but I'm really burnt out, and I really am called to have my things go out to more people in a bigger way. My guides, the father, God, has shared with me that these pathways that I've built, frameworks, for years, are meant to serve in a bigger way. So, I just really am so stuck as far as where to start. Russell Brunson: Well, one thing, as a funnel hacker, you should be able to watch... Hopefully, you've been paying attention to what we've been doing. If you've noticed, Two Comma Club, my coaching program, is a group coaching program. There was a time when Alison, you were in Inner Circle. I was the only one doing all the coaching one-on-one by myself, and same thing. I got to the point where I was like, "I can't. All this is getting too heavy." So, we launched Two Comma Club X program, but what we did, if you look strategically, I was like, "Who are people I've served that have had success?" Alison's one of them. A lot of the other coaches, the people that are the coaches and the mentors in groups are people who I've had a chance to work with who understand my systems and my processes, and now the group coaching works where I can come in, and Alison and I can do group coaching like this, but then our coaches are the teachers' aides who are able to go deep specifically with somebody and go deeper and one-on-one with their core issues and things. Right? Li-Sann Mullings: Yeah. Russell Brunson: If they get stuck, they can come back to us and we can help them get through it, but that way it takes some of the one-on-one pressure off of your shoulders. So, I'd be curious, for the 20 years doing it, I'm sure that you've helped a lot of people who are fascinated by this… Li-Sann Mullings: Oh, my god. Russell Brunson: ... process, and have probably tried to learn that stuff. Li-Sann Mullings: Yeah. Russell Brunson: Imagine if you took a group of four or five of them and certified them or trained them to work underneath you, to do your processes on somebody else. Right? Li-Sann Mullings: Yeah. They could do a certain level of my roadmaps because there's a chemical... This signature system that I work with has these different pillars, and then that first pillar is breaking through awareness, elevating awareness, the clarity blockers, and on and on and on. So, yeah, they could do that, but the other pieces really requires that you're a shaman and you're a healer and you're a multidimensional child. So, it takes me into those places that- Russell Brunson: So, that's the same thing for me. So, let's look at my program, Two Comma Club X. This is where Alison and I are in group, and we have coaches and mentors that do everything, and they get people to a certain level. My goal in that program is get people to Two Comma Club. When they get to Two Comma Club, then they graduate and they have a chance to be invited to my Inner Circle, and my Inner Circle is also a group program. Right? Li-Sann Mullings: Yeah. Russell Brunson: The first tier of the Inner Circle, and then inside that group, they have to pass $10 million in sales. Then they come up to my inner, called the Category Kings, and there is me one-on-one with them. So, they work up towards me. So, they get the first level of stuff. You get the first set of skillsets where you guys get Two Comma Club, boom, make them Inner Circle. Now we're in a smaller group. I'm still facilitating this in a smaller group. We're having different conversations that are... Because you've already solved other conversations like, what am I selling, how am I selling it? That's to figure out Two Comma Club X. Now it's like, "Hey, now I've got a business. How do I scale? How do I hire teams? How do I get employees? How do I figure out my operating procedures?" All this stuff that people need from a million to 10 million, that happens in Inner Circle, and then Category Kings is like, "I'm trying to change the world. How do we do that?" and now I'm one-on-one with them. It's me and them and nobody else because that's where I touch in. Right? Li-Sann Mullings: Uh-huh (affirmative). Russell Brunson: So, for you it's looking at the same thing. What's the levels? How does it work? Dan Kennedy used to tell me this all the time. He's like, "You got to look at yourself like you're the guru on the mountain, and people are trying to come to you, but what are the things that could happen at this steps and each step as they get higher on the mountain or higher up the value ladder?" They get more and more access to you. Right? Li-Sann Mullings: Okay. Russell Brunson: So, that's looking at it from that standpoint. Li-Sann Mullings: That's so helpful. Russell Brunson: Yeah. Li-Sann Mullings: So, within the ClickFunnels community, as far as training and where to, where would be... Is this a program then that I would come into to get, say, my trainings out as home study courses? Because I have so many of those written based on the work I've done for 20 years, and I know these systems work. Russell Brunson: I think for you there's two things. Number one, by you coming to Two Comma Club X program you have a chance to see where you're trying to model. You're going to see, okay, here's how Russell structure the thing. In fact, Darrell E. signed up for our Inner Circle, made $50,000, and he came the first time, was like, "I'm only here because I have my own coaching program. I'm trying to figure out how you run yours because it's so efficient." So, he came in just to model it. So, part of it for you is coming in to model, like, "Okay. How did Russell structure this? How are the momentum coaches? How's the performance?" Look at the structure because this isn't something we just made up. This is 20 years of trial and error back and forth, and all the stuff Alison brought to make it where it's a process that we can systematically start pumping out Two Comma Club winners because we know the process. Looking at that, and how you model that for what you're doing, and then secondarily, yes, on the expert track we go into building home study courses and trainings and coaching, all those kind of things. So, you also get the actual helping you take the things in your head and developing them into the products, the courses, all the things you need for the programs as well. Alison Prince: That was so much fun. How are you feeling? You feel good? Li-Sann Mullings: I really feel good about this, and I do have physical products too, but... Alison Prince: Okay. Let's do this first, then we'll do physical later. Li-Sann Mullings: Yeah. The expert is my heart, so- Russell Brunson: So cool. Li-Sann Mullings: ... the products are great, but that's my baby steps in. Russell Brunson: Yeah. Alison Prince: Love it. Love it. Li-Sann Mullings: Yeah. Russell Brunson: So great to meet you, excited for you. This is awesome. Li-Sann Mullings: I am really. Thank you so much. Russell Brunson: Thank you, too. Li-Sann Mullings: Thank you again, Russell, and thank you Alison. What a beautiful two days. Russell Brunson: Thank you. She's awesome. Alison Prince: That was fun. Okay. One thing that I've done over the last five years... I know everybody says, "Do what Russell says." I also do what Russell does. I'm watching the magician not just do the trick, but I'm watching his hands. What's he doing? How's he doing this? How's he setting up this? How's he not in a closet eating Milk Duds and hiding? Russell Brunson: Crying every night. Alison Prince: Yeah. So, I do. I watch what he does, and why I joined the Inner Circle, honestly, because I was like, "How did he do that?" When I'm listening to him up on stage I'm like, "How did he do that, and how did he break that down, and how'd he get me to say, 'Here, take my money'?" You said I was a coupon fanatic, and for me, pulling out that money, to say, "Here's $25,000," I was like, "I need to learn that skill. I need to be closer to him, and I've got to figure this out." Russell Brunson: Yeah. Alison Prince: So, watch the magician's hands. Watch what we do, and don't steal our ideas. Don't copy and paste our copy. We've had that happen a lot of the times. Russell Brunson: Too much. Alison Prince: Yeah. Russell Brunson: Model it. Alison Prince: Just model it. Let us be your inspiration to it. Russell Brunson: Yeah. This just popped in my head, so I'm going to share it, but the very first Funnel Hacking Live ever in Vegas was in 2015. The first FHL ever, we had 600 people in the audience, so I was like, "I can't believe 600 people are coming to hear us talk about funnels, for crying out loud." It was amazing. But I remember two of my friends, they weren't my friends at the time, I didn't know them, but they came, Justin and Tara Williams, and they came and they come to Funnel Hacking Live like, "We know Russell's going to try to sell something. We can't do it." So, they literally put their wallets in the hotel room and like, "We're not bring out wallets down because we don't want anything. Russell's not going to sell us stuff." So, they did that. They came down, and sure enough, after day two I made a presentation, I made an offer, and they were like, "Okay, go up to the hotel room." So, Justin ran up, grabbed the credit card, came down, spent $25,000 and joined the program. I remember the very first meeting we had with him and his wife, and they're to this day some of my favorite people I've ever met, and they're sitting in a room and they're like... They had a business teaching people real estate, and they're like, they're struggling, they're frustrated. They had tried this and this. Nothing was really working. They had some success, but nothing exciting. I was like, "You know what you guys should do, is you should launch a $25,000 coaching program," and they're like, "People are not going to pay $25,000 to come and learn from us." I was like, "You literally paid $25,000 to learn funnels from someone who looks like me. I look like I'm 11 years old," and they're like, "That's true." I said, "The fact that you spent $25,000, now you have permission to ask other people for $25,000." They're like, "You're right," and I said, "Okay, guess what you're doing tonight." They're like, "What?" I'm like, "You're going to email your list," and it wasn't a very big list, and I'm like, "And you're going to tell them you're launching a $25,000 coaching program, and you're going to see how many people say yes." All the nerves and the fear and everything, I'm like, "Tomorrow morning we're going to hold you accountable," and they're like, "Okay." So, that night they went to the hotel room, they freaked out for like two hours, they finally hashtag did what Russell said, sent an email to the list, and they didn't do a sales call or a phone or a stack or an event or anything. They just said, "Hey, list, we're going to do this program," and the next morning they came back, and they're like, "You have no idea what just happened." They said, "We had," I think it was 14 or 15 people, "just sent us $25,000 over the night." Alison Prince: Wow. Russell Brunson: I said, "That was one thing to get you outside your comfort zone," but it 15Xed his payment in the first day, and the reason is because they start thinking bigger. When Dean Graziosi came out, Dean Graziosi and Joe Polish came out with a $100,000 mastermind group, and Dean... It was the event where they were going to sell it, and it was the night before. He's like, "Hey, we're thinking about launching this $100,000 group. What do you think?" I literally pulled out my credit card. I said, "I'm in." He was like, "What?" I'm like, "I'm in." I'm like, "I want to be the very first person." He's like, "Are you serious?" I'm like, "Run my card right now." So, he went and ran my card and put it back in, and later he asked me, he was like, "Why did you... I didn't pitch you or anything." I said, "Because someday I want to launch a 100,000 mastermind group, and I can't charge someone $100,000 if I've never invested that in myself? How can I be congruent with that in any way, any stretch of the imagination?" Then this year, some of you guys know I launched the Category Kings, which is $150,000 a year to be part of this group, and I was so scared, I freaked out. I sent an email to 200 people who I thought would be qualified, and there were only 15 spots, and the 15 spots were gone in 24 hours. If I had not invested that stuff in myself, I would not have had the guts to ask somebody else to invest it in them either. So, this is a big part of it as well, especially on the expert side, is you guys are trying to become experts and lead things like... You want your people to invest money in you. If you're not investing in yourself, there's no way it's going to happen. Okay? Myron Golden said this best. He says, "You don't attract who you want. You attract who you are," which is really interesting, because it's little, "Oh, I want people that are the best buyers, the highest ticket," da, da, da, da. I say, "No, no, no. You're not going to attract who you want. You're going to attract who you are." That's one of the most fascinating things about the Funnel Hacker community. People always come like, "How did you build this community?" I'm like, "Because people are attracted to us. You attract people that are similar to you. So, if you're a good person, you're going to get good people to come to you. If you're a sleazy salesperson, you have sleazy salespeople who are going to show up." So, you attract not who you want, but who you are. So, who are you, the kind of person that invests in yourself? If so, you're going to attract people that invests in themselves. If not, it's going to be hard. So, just putting that out there as well to think through because half of this is investing in yourself, half of it's modeling, half of it's looking at these things, but all the pieces together is what creates this amazing environment and community that gives you the success you need. So, I'm only in dotcom. Alison Prince: Can we have a mic drop? That was so good. Did you guys just have so many ahas there? This is why we want to be around Russell. This is why we want to be in this group, is to be able to break through and say, "Oh, that's right. I can invest in me, because if I'm not willing to invest in me, who else is going to be?" I just love how you brought that up. Absolutely, absolutely. Russell Brunson: Cool. Alison Prince: Doesn't the cart close soon? Russell Brunson: Yes. So, we are actually... So, Alison and I have another 37 minutes that we are doing hot seats, and then I've got to race to my kid's wrestling match tonight, so I'm out of here, and we're going to have a 30-minute countdown clock. When it ends, that means... What is it? Basically, 1:00 Mountain Time with 3:00 East Coast, I think, ish, is when the cart closes because we have to get everything set up because Monday, the program starts, and so you guys have less than hour, about actually an hour- Alison Prince: Hour and six minutes. Russell Brunson: ... and six minutes and 39 seconds to make your final decision if you're in or not, and I hope you guys come in. I know that it's a scary thing, but we're here to catch you and to take you and to guide you, and like we said before, if you come in and you're like, "Oh, it's not a fit for me," we don't need your money. We'll give it back. But if you take that leap of faith, and I know it's scary and nervous and all those kind of things, just know that this is not our first rodeo. We've done this for a long time, and you're in a spot that's safe with other people who are like you, who think like you, who dream like you, even if it's hard, because the people in your existing world will be like, "You're crazy." Hopefully, it's comforting to know that all the people in my existing world when I started thought I was crazy. When I wrote Dan Kennedy a check for $18,000 to go fly to Baltimore three times a year to not hang out with Dan Kennedy, all my friends thought I was insane. My wife, I didn't actually tell her because she would've thought I was insane and I didn't want her to leave me. I've had counseling since then to understand how a marriage is supposed to work, so now she would've known ahead of time, but she didn't because I was too scared to tell her. So, I get it. I understand those fears, but man, that leap of faith, you just feel like it's like stepping into the darkness. You're like, "There's fog and darkness. I don't see anything. I think there's something there," but you take that step of faith decision, get there, the way gets lighted a little further. You're like, "Oh, it's there," and you take the next step leap of faith, and it gets actually a little further, and you don't know where you're going until you just keep going, and eventually you're like, "Oh, my gosh. I made it," like, "Oh, there's the path. I hadn't seen the path, but Russell and Alison have been on the path. They told me the path was there, and then sure enough, the path was there. It wasn't that bad." So, I just recommend you guys take that leap of faith. You've been here for two days. You obviously are looking for something. You feel called. You feel that feeling, and maybe you're nervous. I get it, but man, I just want you to know we're here to catch you and to take you on this journey because it's a life-changing journey. Your life will never be the same. Alison Prince: Absolutely, absolutely. Christopher just joined. Christopher, I'm so excited for you. Russell Brunson: Welcome, Christopher. Alison Prince: I wonder which track he's going on. Russell Brunson: Oh, Christopher? Expert. Come on. Alison Prince: Ecomm. Russell Brunson: All right. Okay. Brent, what's up next? Brent Coppieters: Okay. Well, this has been just fricken amazing. So, we have two questions, a couple things, two questions, but I think, Russell, I just wanted to highlight something you mentioned, the access. You talked about stepping up on the mountain and getting greater access, and something that I think I want everybody who's listening to know is not only great community, not only amazing coaches, obviously, with you two and our performance coaches and momentum coaches, and all the other things, but we've got live event access as well. You'll never have an experience where you're snorkeling, you look over and there's Alison and Russell snorkeling with you. We've done the cruises. We've done cruises. This year, in a month-and-a-half, six weeks, we're headed to Mexico, and so 2CCX members are invited to attend those events. Unlock the Secrets, which is a family event, will be in Phoenix in June, which is amazing, and of course, Funnel Hacking Live, you get early access. You come to Funnel Hacking Live, you get in the room, for the best seats in the house before everybody else. Alison Prince: That's so worth it right there. Russell Brunson: On top of that, last year at Orlando we rented out Harry Potter Land, and all the 2CCX members came to that, which was at Hogwarts. Alison Prince: Yes. Russell Brunson: We rented Hogwarts, so we had the whole park to ourselves all night long. We rode rides. We drank Butterbeer. It was insane, and that was just for 2CCXers, and you hung out with my wife, my kids, and us. Yeah. You get a different level of access. You get to hang out, and it's special. It's really fun, and Hogwarts was so cool. Alison Prince: It was unbelievable. I remember coming up to you after and I'm like, "Russell, you know you don't have to do this," and he's like, "But I can," and I love how he- Russell Brunson: It was so cool. Alison Prince: ... spoils all the people in his community. It's really inspirational to see, and I actually think the whole thing, do what Russell does, I think it's the ripple effect. We want you to spoil your customers. We want you to give them the best of the best out there, and who do we learn it from? We learn it from what Russell does. Then when I was shipping e-commerce, I always wanted to make my packages feel like they came from a best friends, and so I packaged a little bit differently, and we just build these relationships because we know about humans, and we understand how they work, and we want you guys out there serving the world, making a difference. Russell Brunson: So cool.

I got a really cool message from Brooke Castillo about why many people are scared to pursue business and other worldly goals. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Hey, good morning everybody. I hope you are doing amazing. Today's episode I want to talk about worldly goals. Should we pursue them? Should we not pursue them? And also share with you a quote I got from Brooke Castillo. She sent it to me as a personal message and it was amazing, so I thought I would share with you guys here. All right. So some of you guys know Brooke Castillo. She is amazing, she's someone I had a chance hang out with... When was that? A summer ago or two summers ago? I can't remember if it was during COVID or not. Anyway, it's all a big blur now, but she's someone who's built an amazing business. In fact, it's interesting, she has a program where she helps coaches to become better coaches and then she certifies them. And anyway, she's killing it. She's doing awesome stuff. And on top of that, what's really, really amazing is that the people who go through her coaching certification program, how good they end up. I think we hired, man, 10 or 12 of them that work with our Two Comma Club X students, helping them on the mindset side of things and they are amazing. And anyway, so shout out to Brooke. She's amazing. But anyway, she's probably going to hear this and is going to laugh that I'm even posting this, but as you guys know, I'm working on my new book and I'm having so much fun with it. And I've shared a little bit about it in the last couple podcast episodes. And she messaged me yesterday, saying, "Hey, I listened to your podcast episode." And she had some ideas for me. And they were so good, afterwards I'm like, "This is literally going to be in the new book. I hope that you're okay with that, because it was so good." And so I wanted to share with you guys here because I think it's important, it's something that most of us probably struggle with. Maybe not everybody, but a lot of us do. And that's should we be pursuing worldly goals? And this is tough, especially for me and for my background and for my culture. A lot of you guys know I am... We used to call ourselves Mormons, but we're not supposed to call ourselves Mormons. We call ourselves members of The Church of Jesus Christ of Latter Day Saints. And so even within that culture, for sure people a lot of times look down at, or they don't believe we should be pursuing worthy... Worldly. Sorry, not worthy, worldly. It's hard to say that word. Worldly goals. And so this is kind of the conversations, well, should we be doing those things? Should we only be focusing on spiritual goals and things like that, or should we... Is it okay to even do those things? I have people more often than you would believe, not just within my church, within most Christian denominations, where they struggle with making money. Is it bad? Is it evil? Am I going to go to hell? What's the... All those kind of things. And it's interesting, because for me, I didn't know this or believe this for a long time until I hired actually a really good coach, who pointed out to me, just showing me how aligned the goals that I'm pursuing in business, how they were with what I believe is my spiritual mission. And for me it gave me permission to push harder and to try harder and to put more effort and energy into pursuing my worldly goals. My business goals, my desires to make money and to grow a company, all these kind of things. And so anyway, the way she said it was just so cool. And anyway, so I'm just going to... I literally transcribed it. That's how good it was, and I'm going to read it to you if you're cool with that. So specifically talking about the pursuit of worldly goals. And so she said, "The reason why I think we're in this world is to evolve ourselves both mentally and spiritually, and the worldly goals are what can allow us to get there. Because if you think about it, when you set a million dollar goal, you have to get over all of your self doubt, all of your fear, all of your worries about what other people think about you. And one of the things that I often say to my students is that you have to have the ability to believe in yourself. You have to have the ability to know what you're capable of. And I think a lot of people have a tough time with that, because they think that they're going to be too arrogant or they're going to be thinking too highly of themselves. And one of the things that I tell them is that you didn't make yourself, right? You're not the one that created you. So it's not really up to you to judge. It's up to you to accept that you are 100% worthy and 100% capable. And the desires that you've been given to you in your heart are the map to where you need to go. And when you don't pay attention to those desires, you are smaller than what you're meant to be. There's a huge escrow out there waiting for you, and if you don't claim it, then nobody will. And so it's fun to have money goals and it's fun to have business goals, just because of what they require you to do to evolve. And the other point is that I think it's super important that as soon as you set your big goals for yourself, even the hall of fame goals, Super Bowl goals for yourself, you're going to immediately doubt yourself. You're going to immediately think that you're not good enough. And this is the whole fricking point. If you're not feeling uncomfortable, then you're not feeling like you're making a contribution to your own life and other people's lives, and I don't think that your goals are actually big enough." Okay. So that's what she sent me. And I probably should have just had her... I should have just pushed play and let you listen to it, but I didn't have her permission and I want her to keep sending me cool messages like this. So, but hopefully you guys get that. I thought it was so powerful for so many different reasons. Partially is because should we be pursuing these things? I have these desires, I want to make more money, I want to build a business, I want to grow, I want to change the world, I want to do whatever it is. And it's like, well, who put those desires in us? Those desires I believe are from God. They're the things that are pushing us on this path, that are making us move forward. They're making us go and try to make this world a better place. And so that's part of it. The other thing she said that was so cool was just the fact that, but you didn't make you, right? You didn't create yourself. Somebody else created you. They saw your potential, they put you here on earth, they said, "Okay, go and pursue this thing." And so who are we to judge? If God created us and He put us out here and gave us these desires that we need to go do, it would be wrong for us not to pursue those desires. And it's funny, Stephen Larson said something similar. He's like, "Man, I'd done a lot of therapy and work and personal development." He's like, "But man, business was the greatest personal development lesson in my life." Because all of a sudden you're faced with your inadequacies and your awkwardness and your shyness and all the things come up. Your fear of rejection, your fear of failure, your fear of just all the things. Everything comes up as you're in the pursuit of your goals. And I think that that's what people understand. Somebody else created us, they put us here, they gave us these desires and they want to see what we're going to do with it. And it's interesting, if you read the Bible and you read about the parable of the talents, and I'm probably going to slaughter the actual story, but God gave... Or the master in the story gave people different talents. And talents back then were money. So he gave one person one talent, someone else three, someone else five. And the person with the five talents went and they used it, they invested it, they did stuff and they came back and it made 10. And the guy with three went and invested it and came back as five. And the person with one didn't want to lose that one, so they buried it and they hid it down. And then the Lord came back to them or the master came back to them and said, basically rebuked the person and told them they were an unwise and slothful servant, because they didn't use the talent they were given. God put you on this planet. He gave you a talent. And if you don't do something with it, he's going to rebuke you. He wants you to do something with your ability to grow and create and to evolve and to do something. And so I think that... I would say it's the adversary who's telling us the opposite, which is, don't pursue those things. Don't try to grow. You're not worthy. You're not ready. No, no, no. You are, you're worthy. You're ready. Sorry, you're worthy. You're not ready yet. They say that God doesn't call the qualified, he qualifies the called. So we've all been called. Most people don't pursue it. Most people hide, they shrink. Whereas if you understand it correctly, it's like, no, you're going to get called, but you're not going to be ready. That's the whole point. It's so you go out there on this journey and start learning and start growing, start figuring things out and putting the pieces together, becoming something different, becoming somebody more. This life's not who you are, it's who are you becoming. And it's a constant journey until we die. So it's like, who am I becoming? Who am I becoming? You're moving forward, moving forward, moving forward trying to become that person. And so I think that's really the goal. So my belief, especially, and the way she said it was just so powerful. But these worldly goals, these things that sometimes are looked at as negative, and they can be negative. I think they can destroy people too. There's always with everything, there's the moderation in all things. But it's understanding that these goals and these desires were put in our hearts by someone that wasn't us. By our creator, by the person who created us. And so anyway, I hope that helps somebody out there who's stressed or worrying or trying to figure things out. It's going to be okay. You're not going to feel worthy. You're not going to feel ready. You're going to have all the inadequacies. You're going to feel, like she said, like, "Oh, if I do this, people are going to think I'm arrogant. They think I'm thinking too highly of myself." No. You were put here to do something amazing, so do it. Step into it. You're worthy of it. You're ready for it. You just got to step up to the plate and take it. So hope that helps. Thanks you guys for listening. And thank you, Brooke, for your feedback and your ideas. She's an amazing person. If you don't, she's got a really good podcast that's really good. So go listen to her podcast as well. All right, thank you everybody. Appreciate you for listening and we'll talk to you guys all soon. Bye everybody.

This episode Russell dives deeper into goal setting, which goals to pick, why to pick them, and a whole bunch of other cool stuff. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up everybody? This is Russell. Welcome back to The Marketing Secrets Podcast. I'm actually in a hotel room up in Northern Idaho. Bowen, one of my twins is wrestling in a tournament up here. So we flew up last night, and I'm hanging out with a whole bunch of teenagers for the next two days. And I'm in a hotel room, and I'm reading, I'm studying, I'm working on my next book, and a bunch of other things. And just wanted to share some and thoughts, specifically around your hall of fame and your Super Bowl goals. All right, so like I said, I'm in a hotel room right now. I feel bad. I'm sure my neighbors next to me can hear me talking. It's not a nice hotel. It's definitely like paper thin walls, but here we go. They're getting a free podcast episode. Anyway, so on the flight up here, and then I have an eight hour bus ride with the teenagers coming back home. It's kind of geeking out working on my next book project, which if you listen to the episode I did with Josh Forti about New Year's time, we first started kind talking about goal setting, and how to get my goals, and talking about a hall of fame goal, and then the Super Bowl goal, and all these things. It was fascinating, because after I started talking about that, I got tons of feedback from friends, and people I haven't heard from in long time, and how it affected them, and how it made things so clear. And so I wanted to just talk a little bit more, because... I'm flushing my ideas out now as I'm working on this book, and trying to think through the process and the structure, and how to do all the things. And I know that podcast episode, we talked about a lot of the stuff from identity shifting to beliefs, rules, values, all that kind of stuff. But I just wanted more, so I come back, and just focus on a couple things. So the first one was, I talked about it's like, when you're setting a goal... And this is true. I learned this initially from Alex Charfen. And he talked about it from, when we have a business. What is your business goal? And he talked about most businesses, it's like, we're going to make money. And it's like, oh no, you have to structure it. He's like, "Look at it like you would a football team." Right? And he said, "Every football player comes in, and they want to be in the hall of fame. That's the end thing." Right? So for you're business, what's the hall of fame goal? What's the thing you want to do someday? Right? What do you want to be remembered for? That's the first thing to figure out, and then you reverse engineer. You step back. So okay, now I know what that is. Now this year, I want to win the Super Bowl. So what's your Super Bowl goal as a business, right? For a lot of you guys, I'm assuming your Super Bowl goal is to win a Two Comma Club award, right? Or maybe you've already won one, so your Super Bowl goal for this year is to win Two Comma Club X, right? But that's your Super Bowl goal. And then you come down from there, and you're okay, now what are the... It can be quarterly things we got to accomplish to be able to do that. What are the weekly games we got to play? And then, what are the daily things, and then your habits? And so you kind of reverse engineer it from that, right? And the daily levels, and best if you're building your habits, your routines, and all the things you need to be able to get in the hall of fame eventually, right? Because think about it, we all want to be in the hall of fame, but from a day-by-day standpoint, it comes down to the routines and those kind of things we put in place, right? If you're a football player, it's you getting up in the morning, it's lifting weights, it's nutrition, it's working out, it's doing the things the coach says, it's watching film. It's like, these are all the habits or routines you do consistently for long periods of time to make it, so you can win the game each week, which means you can win your division, which means you can go to the playoffs, which means you can win the Super Bowl, which means eventually you can get in the hall of fame. So it's kind of interesting, I think a lot of us are good looking at the Super Bowl, but not the hall of fame. And so, one of my friends who listened to that podcast, he came back, and he was like, "Oh, my gosh. The hall of fame concept was a game changer for me." He's like, "Because I had these other goals, but a lot of times they weren't leading towards this hall of fame." Right? Or maybe even going the opposite directions where they're fighting. And it was interesting for him. He came back and he told me, he's like, "I kind of break this into two sides. My personal goals, but also my business and my mission goals." And it's fascinating because in the book I'm actually working on that specifically. Because there's so many goals we could have, right? And I think it's overwhelming. We have goals about our fitness, and goals about our this and that. There's a million goals, which I think that can get overwhelming. But I do think that if you break it down to two things, which are growth and contribution. Your own personal growth, and then your contribution to other people. Those are the two type of goals that really drive everything towards the hall of fame, I think. Again, this may shift by the time I get the book out. This is still raw thoughts in Russell's head. But I just want you to think about that. And it's interesting because if you look at Tony Robbin's six human needs, which I'll be talking about in the book as well. There are the four needs of the body. I've done episodes on this. I'm not going to go deep on it right now. But there's certainty and then there's variety. There's love and connection, and then there's significance, right? Those are the four needs of the body. And there's two needs of the spirit. One need of the spirit is surprise, surprise, growth. And the other one is surprise, surprise, contribution. So what's interesting is, first off, we have to learn how to master the needs of our body, otherwise, we never get to the needs of the spirit. I wish all of you guys can do a three-day event. Actually, I am doing a three-day event in Mexico teaching this stuff to those who are my Two Comma Club X and my Inner Circle coaching programs in March, so that's exciting. But conceptually, the quick version, you can go dive deeper. If you look at how Tony Robbin's six human needs works, anytime something in your life meets three of your four needs, it creates a physical addiction in your body, right? And if your needs aren't being met through one thing, you'll find a way to get it met somewhere else, right? You will figure out a way to get your needs met, the needs of your body looks for. And people will give up their values, they'll give up their everything to make sure the needs are met. So if you aren't getting love and connection at home, you're going to seek for in other ways. You're going to find it through... It's different for everyone. Some people get it through work, some people get it through drugs, some people get it through pornography, some people get it through joining a bowling team. We will get our needs met. And the problem is that most people, they spend their whole life trying to get their needs met in ways that aren't satisfying. They don't drive them, and so they're stuck in this rut hole, right? And so again, that's a podcast, that's a seminar for another day. But after we figure out how to get the four needs of the body met, the personality met, then we're able to shift to the needs of the spirit, which are the two, growth and contribution, which holy cow, we're talking about growth and contribution. So the reason that most people never actually hit their goals is because, guess what? They never figure out the core base needs of solving those problems first. But after you solve those problems, then you can shift over to these other things, which are growth and contribution. And so for me, the hall of fame goal is the blend of growth and contribution, right? It's like, who do I want to be? And I've struggled kind of explaining this, but my friend who listened to the episode, he came back, and he had doodled it all out on a pad of paper. And he's like, "Okay. What is my hall of fame?" And he started explaining, he was like, "It's like..." He was using words, like things he wanted to feel. And I haven't sat down and done this for myself yet. So I don't have the top of my head to kind of like, this is my hall of fame goals, but it's definitely like a feeling, right? It's like, I want to be like this person. In fact, one thing that is fascinating, it could be fascinating just to look at. I think most of the times when we're thinking about our hall of fame goal and who we want to become, we're looking at like, okay, there's who we want to become. But we're liking it to something we already know, right? It's a person, it's something. Who is the person or who are the composite of multiple people? That's who I want to be. In fact, I wonder if... I'm going to pause this really quick, and I'm going to read something to you from Napoleon Hill. Give me one second to find it. Okay, I'm back. So I'm reading Napoleon Hill's a whole bunch of stuff. But one of the things I was reading on the flight over is Napoleon Hill's Laws of Success. It's not The Laws of Success that most people have. I actually found a first edition from 1925 that was published three years before the one that is in people's hands. And anyway, so I'm reading from those manuscripts. Sorry, I digress. It was really fascinating because he talked about how he has a council of people that he, in his imagination, works out ideas and things through, right? So this is Napoleon Hill's, the list of people he had in his table of... His mastermind, the people who had passed on. The people he had were Napoleon, which I think it's Napoleon Bonaparte, Washington, Emerson, Elbert Hubbard. So these are the people he had on his list, Lincoln, anyway. And then he went through, he talked about each person individually. He said, "Mr. Lincoln, I desire to build in my own character those qualities of patience and fairness towards all mankind. And have a keen sense of humor, which were your outstanding characteristics. I need these qualities and I should not be contented until I developed them." And he said, "Mr. Washington, I desire to build in my own character those personalities of patriotism, self-sacrifice, and leadership, which were your outstanding characteristics." And then he goes on and talks about Emerson, Napoleon, Hubbard. All these people that he looks up to and the characteristics. And so, that's the best way to do the hall of fames. Who are the people you want be like? Who are your idols, your heroes, the people who, if you could look at, I want to... For me, there's definitely people who have passed on that I look up to, right? I look up to Joseph Smith as someone who's a mentor and a friend. He was the first Mormon prophet. I look up to him. Napoleon Hill's someone I look up to, Charles Haanel. All these old personal development authors, old marketers. All these people who, I've seen them, I've read their books, I've seen their stuff. I look up to those people. I'm like, "That's who I want to become." For me, I don't know how to explain my hall of fame goal yet, but I do know what it feels like. It feels like in 200 years from now, there's going to be a kid like Russell on eBay searching for stuff. And he finds my work, and he finds my books, and he finds these things I've done. And he's just like, "Oh, my gosh." And he takes those things, and he... That's the feeling I want, right? The same thing that I'm having for these thought leaders who are molding and changing my life. Yeah, who are the people that... And specifically why? Napoleon Hill said, "I wanted Lincoln because of these characters. I wanted Washington because of these characters." Who are the people you look up to that you want to be like? And what are the characteristics that you want to emulate? Those are the things I feel are a part of the hall of fame goals. Who do you want to become? Right? It's less a tangible thing. I think it's more of like, it's who you become by the time you're done, right? And so then we step back, and now we come down to... So that's the hall fame, right? Now we've got our Super Bowl goals, right? So the Super Bowl goals, these are very tangible. This is not like, I want to make money. This is like, I want to make Two Comma Club by June 16th, right? I'm going to win the Super Bowl on February 2nd or whatever. They're very tangible. They're very realistic. You know there's a beginning. You know there's an end. You either achieve it or you don't. There's a finality. That's the goal. And so you pick these goals with what Napoleon Hill call definiteness of purpose, right? I know exactly what I'm going to do, how I'm going to do it. This is what I want. And so what I thought was interesting, my friend reached out to me, he was saying, he's like, "I feel like there's two sides. I have my personal goals, but then also my mission, my work goals." And I said, "Yes, exactly. It's growth and contribution." What is your growth goal? What do you want to achieve? What do you want to personally achieve? Right? And the second side is, how do you want contribute? And I feel like if you set a Super Bowl goal for both of those different sides, and they work hand-in-hand, that's what you're moving towards, right? I'm trying to become this. This is my goal personally. This my goal as a mission. And if you're looking at those things, and they work hand-in-hand, right? The more growth you have, the more likely you'll be able to contribute. And the more you'll be able to contribute. So I think I haven't figure out exactly how to explain this yet. But conceptually, that makes sense. So I'm picking goals both about growth and about contribution. And I'm picking them with definiteness of purpose. I know exactly what it is, where I'm going. And all of Napoleon Hill's books, literally I've got pretty much every manuscript he's ever published that I can find. He talks about definiteness of purpose. He's always talking about the people who are successful in life. They have a definite purpose. I know this is exactly what I want, and they have a definite plan to achieve it. This is the steps I'm going to do to go and achieve that thing, right? And one Of the quotes I marked last night from The Law of Success. It was interesting. He said, "Until a man selects a definite purpose in his life, he dissipates his energies and spreads his thoughts over so many subjects in so many different directions that they're led not to power, but to indecision and weakness." Boom. So if we don't have this definite purpose, this is what I'm doing, what I'm moving forward, this is my plan. Do you don't have those things? Then you're dabbling. You're all over the place, which is the majority of the world, right? Everyone's dabbling. They're doing little things here and there, and they're all over the place, but no one's actually moving forward. Definiteness of purpose, it says that, "They're led in so many directions that they lead not to power, but to indecision and weakness." Which is the majority of the world, right? There's no power, there's no decisions, there's no movement, it's just randomness. And so for us, it's picking a hall fame goal. Who do I want to become? And it's looking back one step, and say, "Okay, if I achieve all my goals each year, and I'll keep winning Super Bowls, eventually I'll get there." But now, what are my Superbowl goals? What is it that I want about personal growth that I want to achieve? And then, what is my one on contribution I want to achieve? Okay? And then picking those, and making them definite. Again, not just, I want to make more money. I want to lose weight. I want to weigh 127 pounds and I want to be 6% body fat by June 16th. Boom. Now I know there's the goal, definiteness of purpose. I can reverse engineer. Okay, if I'm going to win that Super Bowl, what do I got to do? Okay, what do I need to know? I got to figure that out, right? I know how many calories I need each day. I know how much exercise I need to do. And you reverse engineer it all the way down to, okay, now I know my daily routines, my morning routines, my afternoon routines. These are things I need to do to be able to eventually win the Super Bowl, so then eventually I can be in the hall of fame. And it's true with any goal, right? So setting the personal growth goal, setting the contribution goal. And then, now you got a definite purpose. Now I'm creating a definite plan. And then like I said, there's so much more I can geek out with you. And then it's like figuring out the needs of your body, so things are met. So you can actually focus on your goals. So you don't keep getting sucked down into this thing that's not going to help you to have a success you need and you want. But that will be a podcast episode for another day. Anyway, hope this helps. Again, I know that I'm giving bread crumbs, because I don't have all the answers yet, but hopefully a couple things. Hopefully, it helps you, number one. Number two, if you are in the process of creating your frameworks and your thoughts, notice how I'm doing this, right? I'm talking about it. I'm sharing it. I'm sharing unfinished thoughts, unfinished ideas, because it helps me think it out loud, gets me the momentum, gets things happening. And as I keep doing this, it'll get closer and closer in March. I'm doing an event about it. And then, I think September is my due date on the manuscripts. Hope by then, I'll have the book manuscript submitted. So anyway, hope that helps you guys. Thank you so much for listening to this and all episodes. Grateful for you guys. If you haven't joined The No B.S. and the Behind the Scenes newsletter yet, make sure you do that. This is the print physical newsletter that goes out twice a month. The first month is called Magnetic Marketing. It's coming from me and Dan Kennedy. And the second one, every fourteen days you get a new newsletter, it's called The Behind the Scenes. So I'm showing behind the scenes of the funnels we have that are working the best in all the businesses that I run or I mentor. And it's amazing. I'm spending two or three days every single month writing these things. This is not someone I outsource. It's not me recording audio and transcribing. It's me sitting on my computer spending two or three days writing these things out because I'm really passionate about it. I love newsletters. It's how I learned initially growing up. I finished the February Behind the Scenes newsletter yesterday before I flew out. It's good. It shows you guys literally, here's the funnel, here's the steps, here's the pages, here's the scripting. We break it down step-by-step-by-step. So if you're not a member yet, you can go to nobsletter.com. You can go get the most incredible free gift ever. It's 20 bucks. And then, you'll get a thirty-day trial to the newsletter. You're going to get two newsletters in the mail. Make sure you do that, because like I said, I'm putting a lot of effort into this, and they're really, really powerful. Basically, it's like, every two weeks you're getting a mini book written by me and Dan Kennedy sent to your house. And I grab it, read it, pull out one or two ideas. You do that every two weeks from now until this time next year, and implement things piecemeal, just one thing at a time. Your business in 12 months from now will not be the same. I promise you that. So anyway, nobsletter.com. Thanks again for listening. I appreciate you all, and I'll talk to you soon.

Vince Green is my genius coach (at time of this publishing now Director of Coaching) at the 2CCX.  Click Funnels and Russell Brunson's high end coaching group.  His team has won a 2CCX award at ClickFunnels for their expertise running a webinar program.  Vince has incredible knowledge and has coached and influenced many entrepreneurs with his experience and expertise.  If you are new to your entrepreneurial journey or are a seasoned pro and could use some reminders…  Vince does not disappoint.Vince starts by confirming my recent journey and adventures in the 2CCX and my entrepreneurial journey.    Who can have success in these types of higher end coaching programs.  And If you buy in and participate “the rate of speed that's here is astonishing”.This type of program helps entrepreneurs make it through that 1,000,000 mark and beyond.  People get stuck at that point as generally they are doing it themselves.It's how to serve your audience at a high level.  First of all, they can see the potential. They see the potential that you have.  They can see the potential in you, as the expert.  Cann they see the potential in themselves as “whatever” that is? Right?Vince goes on a nice riff on the “sweet spot”.  And getting to that sweet spot in business and what does that look like.  And then getting to the next sweet spot.  Their biggest job is to get entrepreneurs to that first million.  How do you get to work on the business and not in it?I press him a little on the who and the how…  Did he slip something interesting in there?n You should know the 20% that gets you the 80%.What makes good coaches and consultants also makes good entrepreneurs.  And that's knowing your frameworks.  “Know your frameworks.”  There's know other way to say it.Are your frameworks fractal?  Are their frameworks with in your frameworks?His riff continues on frameworks…  Trust the frameworks.  Who's bringing the frameworks.Online v Offline?  There is no difference anymore?  Stop marketing like it is 2019!  It's all blending together.The chicken or the egg?  What came first?  The traffic of the conversion?There opportunity that is in front of us!  There is more opportunity than we have ever had at any time. Vince believes It is not hard to get attention.  There is more attention than ever.  People are out there seeking right now.  It is our job to show them.Administrative: (See episode transcript below)WATCH the Table Rush Talk Show interviews here: www.TableRushTalkShow.comCheck out the Tools For A Good Life Summit here: Virtually and FOR FREE https://bit.ly/ToolsForAGoodLifeSummitStart podcasting!  These are the best mobile mic's for IOS and Android phones.  You can literally take them anywhere on the fly.Get the Shure MV88 mobile mic for IOS,  https://amzn.to/3z2NrIJGet the Shure MV88+ for  mobile mic for Android  https://amzn.to/3ly8SNjSee more resources at https://belove.media/resourcesEmail me: contact@belove.mediaFor social Media:      https://www.instagram.com/mrmischaz/https://www.facebook.com/MischaZvegintzovSubscribe and share to help spread the love for a better world!As an Amazon Associate I earn from qualifying purchases.Transcript: Vince Green Go!  Run!Mischa Zvegintzov Good!  Good!. Welcome everybody to the Table Rush Master Class where we get back to the marketing and sales basics to help you grow your business to $1 million and beyond. And I would like to introduce to you Two Comma Club X. Coach, Mr. Vince Green.Vince Green Thanks Mischa! Awesome man it is... I'm kind of excited to be here and congratulations on... I think we're in early days right what what might episode what episode might this be like? 5, 6, 7...Mischa Zvegintzov 5,6,7 right in there yeah.Vince Green Somewhere in there, right? Yeah, that's really cool. I love that like you had your other podcast that was having a One Direction and I think you're still you're you're still continuing that one. What's the name of that one again?Mischa Zvegintzov Yeah, that's called the, thank you for asking.  That's called the "Bitch Slap the accelerated path to peace" that is podcast I'll keep going my daily musings about whatever. Yeah, and then we've got now we've got the table rush masterclass youtube channel so we can we can teach people and carry you good message. Yes.Vince Green Awesome. And so this is this is kind of born out of, and again, I've seen your growth over the past year or so. This is really born out of all the work that you've done inside of 2CCX extra went and then but more importantly, an ad maybe as important the work that you've done outside of the 2CCX program in delivering your summit making some hard decisions along the way. And you know, making that commitment to your to yourself but more importantly to those people that are listening to the Bitch Slap podcast that are now listening to Table rush and gone through the summit. And every every masterful little plan that I know you have going on. That you're you're going to announce in short order. So that's really cool. congratulations.Mischa Zvegintzov That's right. Thank you for that, Vince. I appreciate that. And I'm, I truly am so excited to have you on here as one of the foundational interviews, I would say. Because you've been obviously such an inspiration for me. And I think well, here's how it is I mean, you had you're a coach at the to 2CCX, which is Russell Bronson's dot com secrets, high end, mastermind slash coaching program. Very powerful group super expensive to help weed out those that aren't committed to the process. And I just say that because it you know, you're generally speaking, dealing with I don't know if high performers is the right word, but people who are committed to their message. To trying to, you know, bring their message to a broader audience, how would you frame that? How would you frame that?Vince Green Yeah, so that's interesting. So the program is with Click Funnels, and Russell, and this is why this all comes about. It's it, you know, it's it started here probably three, four years ago. But you know, who comes into this program, and makes it work as those that are have clarity of vision, and are committed to making that vision work.Vince Green And so a lot of that, so and it's interesting, because we, we deal with a lot of experts. So people who have accomplished a lot of things who have become a lot of things, and they want to either help impart that on other people, so they know how to learn it, so they can go out and do it. Or they want to supply services for those things. But what's interesting this year, we were bringing on the E commerce side, and we're just starting to get into that. But you know, over the past number of years, we've been working on the, on the expert side.  And it is, you know, and again, this this program and programs like this are they work for people that are committed to their vision, and understand what the there's a big gap, right? So here's what I see today. And then there's the Oh, I see there's something more tomorrow out that future for their their future self. as Dr. Benjamin Hardy talks about.  But their future self and also the future self of the people that they want to work with and that they're dealing with.Vince Green Because, you know, we cover marketing, we cover sales, but really what are we covering? We're covering the communication and the transaction and the implementation of this right. So we help them with that what is truly presently some form of a gap between what they see and where what they see as their vision. And so they come into the program, these type of programs to get help with that. And the interesting thing is we can help them But we a lot of that work gets done on their own time. And they're able to implement and they're able to, like, see the next few steps.Vince Green And so I'd say I'd say that's really the, that's what's going on here. With with this program, so, and you've been, uh, not only a good member, Misha for for, you know yourself and for what you how, how much you've grown in the past while. But you know, I can attest to the fact that you're a part of this community and you know, you add in as well so and that's what it takes, right? It's, I have this little phrase like nobody builds alone, and we don't. So there are definitely some people out there that can be self taught. Yes, but I gotta tell you, it's very challenging. And the rate of speed that's here is it's, it's astonishing. And I'm when I say here, I mean, inside of this type of program. SoMischa Zvegintzov Yeah, it's, it's Yes, thank you, that is a great way to frame it. It's very powerful. It's a very powerful program to and you're such a massive part of it, I, I, one of the metrics of success, shall we say, in the, in this arena, this funnel hacker arena, this to cc X arena is that two comma Club Award, which means that your funnel is generated at least a million dollars. That's... and it's...I... which is a great award. And I say when I say a metric, I think most people are happy with the fact that they generate the generated that revenue. But I think more importantly, when people get that award, they're, they're happy to have had the impact. It's like a measure of their impact and their message. And it's almost a validation of, hey, yeah, I am serving I am bringing back... I mean the cash flows fun, but would you deny or confirm that idea?Vince Green It's definitely So again, when we see people who have vision, it their visions, typically beyond a million dollars. So it is a really, it's a really nice. It's a nice milestone, right? And, and it's fun, because it's a million, right? There's a lot of people that 200, 300 500  600,000, then they kind of start to hit this wall, right? Or maybe they just made their businesses such that the zoom right through to 1.7 or 5.7. And like, it's not the wall isn't always there.Vince Green But if you do the 80/20 rule, most people that are having success, are hitting that wall somewhere around a million dollars, because you get to that point where you know, you're doing it yourself. And then you have to figure out systems and processes to bring other people in. And so are you working on your business or in your business?Vince Green And you know, there is that expression that comes out of Michael Gerber's book about, you know, the the E Myth book, and it says, like, don't work on your don't work in your business to work. Have you working on your business. but the reality is, like, you're not a technician in this, in this case, where Michael does talk about that you're actually an entrepreneur, and I love Michael's book. It's amazing. But we're focused on something maybe a little bit different, we probably have a lot of similarities. And I know that Russell Brunson who's, you know, that one of the partners that click funnels and puts together this program of year.  He learned a lot from Michael's book.Vince Green But, you know, there's a lot of things going on here that really involve where's that sweet spot, I hope your sweet spot for him who's listening today, or Misha, anybody who's come to the program, sweet spot is beyond that. So you get to kind of hang that on the wall, and you become part of a really different club. Because the truth is, it's really about getting to that sweet spot. It's not figuring out how to create the sweet spot beyond a million, by the way.  It's how to serve your audience at a high level, that they, first of all, they can see the potential as well. So it goes back to communication, and they see the potential that you have, can you see the potential in you, as the expert can they see the potential in themselves as whatever that is? Right? Who whatever you're actually helping them with. So they need to see that.Vince Green Now, if they already have some team around them. That can be helpful, but it just brings different challenges, because in a lot of cases, a lot of the successes done because we have people that can move independently. Then have to bring people with them.Mischa Zvegintzov Yeah.Vince Green And then... but when you have to bring people with you, whether it's internally within the home, you have spouses or family members, or you might have business partners, friends that you grew up with at hight school, at the university or in business with today. And you need to move forward as a group, as a pair as a group, whatever it's going to It's just different. Right. But it also enables you, it gives you more opportunity to have the sweet spot that you're about to get to pass the million dollar. So what is that sweet spot? If you're an individual or if you're a pair, or you've got a bunch of people, it's collectively How can you all kind of get there on your own?Vince Green And we, you know, we have this expression, but the who, not the how, but the fact is that in most cases, that other who doesn't come before you figure it out how, right so the first thing that we need to do, if we're looking at something like, okay, let's figure out how to publish. Or let's figure out traffic.  Or let's figure out how to get this conversion. Or let's just figure out how to, you know, get people through what I know, and get them the same result that I got. Whenever you start, it starts with kind of one of those four things.Vince Green And then you start to add on those other things. And that's when programs like 2CCX come in. So we're able to then help leverage, we're able to become not necessarily part of their team, but give them guidance where they can leverage systems and processes. Like Click Funnels for, for funnel pages, and for email, and those kinds of things. And then, you know, we're not the only ones in the world... that you know, we teach people how to publish, how to get their podcasts done, like you're doing today. And how to get blogs or video, whatever it is that they're doing. So those are the kinds of systems that you can do. And that's why I say there is that little sweet spot. I don't know that you've ever heard us talk about this, but we look at like you everybody has that sweet spot. How far can you get on your own, if you choose to, some people choose to bring people right out right out the gate, that's beautiful. Some people choose to get as far as they can on their own, then bring either an onshore offshore VA on. Bring a partner on, however, they're going to do it and then they can get to the next level.Vince Green So it's interesting. In the expert world and ecommerce businesses a little bit different, but in the expert world, you know that... we celebrate your why should we celebrate your first $1,000 with you, and then we celebrate... Which which you already have, which is awesome. Congratulations once again. But it's it's about getting that you know, getting past that next sweet, sweet spot, which has been a million dollars. And then and at no time, is this ever really easy. But you know, the thing is for all of us, it's really, we think as coaches and people that are building the program, we think like how can we support people. Vince Green If they build a business on a strong foundation, we want to make sure that they're able to move forward. Right? So for all those businesses that get built on a strong foundation, how do we then move them to say, whatever the next sweet spot is? How can they bring team or whatever it is, but critically speaking, the numbers show us that our biggest job is to get them to that first million, and then we have other programs that they get to work on. And there's different reasons why that works. But I love the million dollars, I love the two comma Club Award. It's amazing. As a point of reference, I mean way over 1000 people that have have done this in the program in the last five plus years, since we've had been running the two comma club awards.Vince Green But really, if you're listening to this podcast, and you're there, and you're going well, that's cool for them. They've done it.  How do I get there? Maybe you know, I know niches podcasts here is going to talk a lot about that, you know, through all the episodes. But the reality is, it's finding that sweet spot because you are going to have to amass resources, right? We don't just hit revenue.  We have to and then we have to then kind of figure out how are we going to amass resources? How do we put some money aside? So we have, I don't know, I'm just gonna make it up on the fly here, three months of being able to pay for my VA. So it's just like, they're not like they're not coming out of initial revenue? Because we have plans for what is that? What's the on the on operating revenue, right? After you've paid for ads, after you've paid your costs? What is it you have available? And so and then you give yourself enough runway with a VA or with a partner, however, it's gonna be. Right.Vince Green So anyway, I love the fact that there's a million dollar word. But it's also really understanding what could be your sweet spot and heading there first, right? It's like, it's like finding the island that you can get as far along in your trip to so you can like camp out for the night, then you can get up you can get your reserves going and you can do it with a bit with a bigger team next time or with a different plan. Hope that helps.Mischa Zvegintzov Yeah, no, that's amazing. Thank you for that. I wanted to circle back around to one thing you said on the who and the how and and that concept of if we get stuck oftentimes it's because we're trying to figure it out when perhaps we could just find that who to to deal with that part of the puzzle for us. Sure. If I heard you did you say that? Oftentimes it's valuable to figure it out yourself and then get the WHO to do it. Did you slip that in? Or did I? Is that what I wanted to hear?Vince Green No, I think I slipped that in, okay. Because again, it's as a business owner, you're going to need chicken, you don't have to do everything, right, there's a lot that's going to get farmed out. I mean, at some point, you become the owner of that business and it's running. And there's, you have, let's just say, in the dream world, maybe you have the ideal person in every position, and your job is strictly 1%, to work on that business and not in it. What gets us there, though, right, is knowing enough? And I go back to the 80/20 rule, you have to know everything, not so much. You have to know the 20% of that thing, whether it's traffic stayed broad for a second, whether it's traffic and conversions. Yes. You have to know 20%, that gets you 80%. Yes, you should be able to like, again, I've heard it say, from some entrepreneurs, that if it's if it's very difficult at the beginning, that's kind of a clue that you're fighting it, and you might want to kind of back up and revisit it, it should be a little bit easier. Especially if you're in the first year, you're digging into that first 20% that gets you 80% of the way there. Yeah. Right. So I love what is it?Vince Green What is it about publishing a podcast that you need to know to get your first 100 episodes out? And that, that you're getting that you're getting views? Or whatever, if we're talking publishing, or what is it for the conversions? Or what is it like that whole 80/20 rule, and then your job is? Again, this is not a 2CCX position, but it's just like, in general, in business, it's like, now you've learned this. So now you get to replace that person, right? Yep. So that person is you and you bring someone in. So the who not the how is knowing when you're going to bring the who in and so that the that we don't want the focus to be how do I do this, but who can do this.Vince Green And so it's true that you might not have that ability. On day one, you build towards that. But as you're building towards that, you're creating things like writing down your standard operating procedures.  You don't need them, but somebody in your future is going to need them.Mischa Zvegintzov Love that.Vince Green And the other thing, too, is that it makes it easier on you, if you if you have your own manual, if you have the mission manual, that's there. You might never publish it. But now if and when other people come in, but there's also that opportunity when it makes it easy on you, how did I do that. things that you might do this week, you might not revisit for three weeks. So now you can come back and know what your how you actually did that? What's the logins or whatever it's going to be there's lots of ways to do it. But But yeah, the WHO not the how is a big thing.Vince Green But again, finding that sweet spot, knowing, like, you're always moving that sweet spot a little bit ahead. And hopefully, that sweet spot, if you're looking at doing much more of this yourself, or bringing one or two people on or you're starting with a partner, just getting to that sweet spot as quick as you can. The sweet spot should be a little easier. And I say easy. None of this is easy, but there's a lot of things and we can talk about it today maybe in future episodes.  Like what makes it easy for us. Right? Is it the work we do? Not necessarily its framing offers. Its its its, you know, reaching audience those kinds of things. So there are some some things... and truly, I you we could have a lot of discussions about whether we as entrepreneurs, we make it easy for ourselves or we make it harder on ourselves. Hmm, probably there's probably two camps in there, but probably a topic for another day. Mscha Zvegintzov And a topic for another day. Yes, yes. Yes. Yes, we'll leave those loops open for a minute and come back to them in days or weeks perhaps. I I don't know how to... I love you and think you're amazing. And you bring so much value and your depth and breadth of knowledge of Russell Bronson's teachings and methodologies and all this and this is I mean, there's so many other well, just that part. As I continue on I, I see how, how a lot of the things you tell me bring back, bring me back to that to those core ideas, right? Like, the more I dig into those books, the more I dig into the process. I start to see like, oh, yeah, a lot of what you're referencing, is bringing me back to those core ideas, those core fundamentals, which I love. And so I see that more and more... So just your knowledge, your in depth knowledge of that, of the of the of the funnel hacker frameworks, all this stuff is kind of mind boggling to me. So I want to say that. There's just that. And then there's also the, your, your knowledge and breadth and width of, of, of other ideas, other methods, other you know... just people and and how you can be successful in sales and marketing is is awesome. And there's so I just want to put that out there for a minute.Vince Green Sure.  I just I'll make a comment on that. Because what makes good coaches, what makes good consultants also makes good entrepreneurs. And that is knowing your frameworks. And so like, none of this should be so complicated that you, you can't explain it to someone. Again, in you know, you and I've worked on the perfect webinar, and I know that you're really digging deep on on that. And literally, like, I would say that anybody who can explain the perfect webinar in 30 minutes or less, and have someone go, I get it. Yeah, that's, that's what should have to happen. And this is, you know, a webinar is a 90 minute sales presentation that helps communicate your message, and has a very clear offer at the end of it. And Russell has, to his credit has done a really good job of refining that to the point that it is today.Vince Green And you know it so I go back to like, no, your frameworks, like there's no other way to say it. And so, again, topic for another day for but but to put a finer point on it. It is those frameworks that in the expert world people are are buying from you.  Is a framework, a checklist, let's say yes. Is it? Is it a process? Let's say yes. Is it all these things? And are they? You know, one of the words that, you know, again, just reintroducing it here is that word fractal? Are they fractal? Meaning? Do you have a three point framework that breaks into each of those points breaks into a four point framework, and each of those four points breaks into a five point framework? could possibly be? Because that's how we're able to remember it. Mischa Zvegintzov Yeah.Vince Green Right. And then, you know, we talk a lot about, like, you know, like how to utilize these frameworks. But to your point, if we're just going to come in, and if we're just going to echo Russell, that's an interesting process. But the real opportunity is how do we respect Russell's framework? And make that our own inside of our business? Yeah, take it from him not teach somebody that's not like, again, it's his. That's the intellectual property. And this goes for a lot of different people. It's the same thing you want for your people. Yeah. You want them to utilize that, and understand it and kind of make it their own? Because they brought it into their own processes. Yes. Right is the same way we might formulate copywriters formulate headlines or... yet again, it's just really good example. I mean, what are all the different kinds of headlines out there? Are they are they really that wildly different now? Not so much, we've all learned them from, you know, we're standing on the shoulders of giants, right from the 30s 40s 50s and 60s, as far as copy goes.Mischa Zvegintzov Yes.Vince Green And, and, you know, whether, when it comes to the frameworks of sales presentations, were dealing with people that used to stand in boardrooms, one to one, or used to go stand on stage and deliver one to many, and now we're doing it on Zoom. And so when you understand these frameworks, it's really easy to kind of bring them in, and just look at all the components... because the you know, that that's your guide, right? If you can, however, your however your brain works, whether we need to see it, whether we need to think it, hear it, feel it, whatever it's going to be. We know how that is. And it's not just rote memorization that brings this out. Because you might have to adjust week to week to week, depending on the audience that you're talking to.Mischa Zvegintzov Yeah, yeah. Thank you for that. That's Yes.Vince Green There's a lot of there's a lot of make it your own, but not the framework. It's like it's the presentation of using that framework. And there's definitely some modeling and proving the model that can that goes on. Yeah. But But that's where it starts. And again, we're kind of framing this whole conversation better, you know, somebodies first million.Mischa Zvegintzov Yeah, good. Perfect. Thank you. And I'm looking over I believe it is your right shoulder and I see a two comma Club Award. Right and that Yep. And in circling back around to one of the things that Russell has perfected is the webinar. He's got a Perfect webinar as a system to carry your message and convert that into customers might be a really simple way to say it. But you yourself have won a two comma Club Award, which is amazing and awesome. So we've got history behind us, or example behind us, or proof of concept behind us as we talk here. But you got it. Go ahead, go.Vince Green Yeah, true. Yeah, they're very true. Again, it's what I take out of that. Other than just some, maybe some validation of the concept, or whatever it is, is just the the power of the process. And again, I think something for another day, right? Only because like, but if nothing else, it's that thing that you the belief in the process and implementing it day after day.  Which there's a lot of reasons that that came about took a lot of people to bring it about. I want that WITH the of the whole team here at Clickfunnels. So very important to note. And because none of us do it alone, even entrepreneurs, we don't do it alone. So the opportunity is really like if I could come back to it and say like, maybe because we're talking like the first time here is what is it it's like, process and trusting the process. trusting your frameworks. trusting maybe someone else's frameworks, right? Whether it's Russell's or somebody else's. But the fact that you're bringing things into your business, and you you do that because you really understand the marketplace, right.Vince Green And one of the things is like when it comes to, you know, understanding your market, if you work your market, that's great. Sometimes we're not. sometimes we have people we work with a lot of people who left high school, I'm just going to take this process from leaving high school to going to university, and maybe getting MBAs or bringing through another way. But we all respect as the professionals in throughout the world. And they didn't just kind of go well, I had I you know, I didn't figure it out. Now I went through all this work, right? So there's a lot of opportunity to work with, with people in that in that realm as well. So there's us, there's kind of those three people, and those people are the people that have the authority, right, they come out, they got they got 10 things on the wall, right. And that's our authority to people. And then the other type of people just just to keep it simple. Even though there's more of this. Vince Green There's, there's all of those that are really kind of the problem, problem, relevant type, right.  The things that we've gone through. And we've we've come out of this, and we've learned our own systems, processes and frameworks, we might not have brought all of those from prior education, or from prior businesses and places that we work. But we've actually come up with our own framework. So just kind of coming back to that, bringing it back to frameworks, whether you whether you are the professional and you have to market your own business products services offers. or whether you're coming through as an expert who's really figured something out. There's a lot of that going on today. You can see it all over YouTube.Vince Green He was like, Wait, I didn't even know that was a problem, you know, and then here's the solution for this crazy thing. It's like, wow, there's, there's actually a solution for something I didn't even know that somebody had a problem with.Vince Green And so, you know, again, going back and trusting the process and trusting the frameworks is where you know why there's a lot of people who, you know, whether with us or outside of us, right? The real challenging part. And I, we talked about this before we were before we started recording, but is this whole addition to this false sense of, I need to have a business online, but I think we're past that. I think we're past, you know, I sometimes joke, and you may have heard me say this, like, you got to stop marketing, like it's 2019. And that has nothing to do with COVID, or this whole thing, whether you're into it or I'm not into it doesn't matter. But something has happened in around the world. And you know, as at the time of, you know, it's October 2021 For the past more than a year and a half. But even in 2019 it was time to stop marketing like you like it was 2016.  Seriously!  like!Mischa Zvegintzov I love this.Vince Green Right!Mischa Zvegintzov Go! Yes.Vince Green So we're all figuring out how we want to communicate, whether it's on the little devices that are around our wrist, in our palms, on our desks, wherever it is, and you seen the big the big screens, people are standing in studios now with cameras around the huge screens, and you know, I don't know, 500 people on Zoom, whatever it is, yeah. And, like, there is a lot of ways to communicate and, and get with people. And so this is why, you know, we're always really niching down and starting small so that we can grow to that point that we want to grow to whether you're growing your business to, for legacy for generational wealth, or you're growing into sell, it really doesn't matter. Right. So there's all sorts of opportunities. But you know, at this at this point, you know, really comes down to we talked about like online, there's no more online offline, it just is. And there's lots of ways to leverage it, the 80/20 of that. And then it just, you know, the next kind of thing that we talked about earlier is like, what's his what's the chicken? And what's the egg? Do I need traffic? Or do I need, you know, conversions?Vince Green I don't know when it happened, but there was some point, you know, before 2019 That it wasn't about online and offline anymore. But yeah, it just is. Okay. So there is no online, every business has some component of online, every business has some component of offline. Not necessarily are they all marketing in both or are they all selling in both? I get that.Mischa Zvegintzov Yeah.Vince Green My background is very corporate so and that but There's in every business there is a component of online and offline. And we're talking about experts and people who have a passion and a vision and they see a better life for people. They're, they're part of those people who put solutions to problems that others never knew they had on YouTube. Yeah, that's that's the world what that we're kind of that we're digging into here.Vince Green So, but again, we brought it up before but the fact is, there's, there's no more online or offline, and there's so much value in there's a lot of value in local or brick and mortar or offline, however you want to call it in, you know, getting together with people, whether you're teaching training, whether you're brainstorming, whether you're testing, whatever it is, maybe it's implementation, you're bringing them in, really doesn't matter. It doesn't all have to be, you know, on Zoom, or whatever other platform you might be using. There's no shortage of message messaging platforms.Mischa Zvegintzov Yeah.Vince Green Right.Mischa Zvegintzov Yes. IVince Green I don't know. Is that have you seen that, as you've gone through your process? Like, where you're aving to make this decision about traffic or getting some?Mischa Zvegintzov Absolutely, yeah, absolutely. I think on on a smaller scale being relatively new, let's say in that expert arena. It's like, my concern is building traffic and not necessarily conversion at this point. Right. At some point, it's going to be alright, the traffic is flowing. I have urgency to convert.Vince Green Yeah, there you go.Mischa Zvegintzov Is that is that kind of what does that? Did I answer your question, or? Vince Green Yeah, I mean, this is again, going back to the sweet spot. We need both.Mischa Zvegintzov Yeah, we need. Absolutely.Vince Green I love the physical. I love the philosophers in this world. But if somebody says, Do you want the chicken or egg? I just say both.Mischa Zvegintzov Yeah. Right. If I could be converting now, that would be amazing. Now that's right. I don't care. Whatever.Vince Green I know, the question usually is, which came first? Yes, I'd say it really doesn't matter. Doesn't matter. Because, again, we've come this far, it's 2021. You can put some of your efforts today into traffic, and you can put some of your expertise in your expertise in your time into creating products and services that will convert and offers obviously.Mischa Zvegintzov Yes.Vince Green But again, that you know, whether it's traffic, we you always need traffic. And always and you know, it's it's funny, one of the one of the presenters at Funnel Hacking live in 2021, McCall Jones came on stage and goes... Look, you guys all have at least, you know, one fan, right? That's your spouse or your mom or somebody in your family. Like, like, it'd be rare. Maybe it's possible that some people don't have one fan. But you know, we have a little bit of traffic and we have an idea we have things right.Vince Green Yes.Vince Green So we have the seeds that we can germinate that we get water that we can feed that we can flourish and we could let spread right to to to some degree and help us you know, and help us get launched. So anyway, the whole thing about like traffic and conversions. Those are really big topics. But again, within the context of what you need to be doing first, this is, you know, it really doesn't matter. It's kind of both life kind of, yep, kind of both.Vince Green All of us are going to spend some time working on, you know, building our audience.Mischa Zvegintzov Yep.Vince Green Help identifying, you know, that which part of that audience is listening to us How, and we might be could be should be would be speaking to them. Right? And then, you know, testing those offers.Mischa Zvegintzov Yes. Yeah.Vince Green And it's just as we kind of get kind of close to the end here, like, I just really want to make sure that, like, I don't leave today, whether I come back or not, but I don't want to leave today, right. And let people think that there is this process that you just do it and you move it forward. You do that you have to do the process, you have to do the thing, so that you get the power, right. So you do the thing, you get the power, like Emerson said, you do the thing, you get the power. And then but that it, I don't know, to what degree, you could get a one to 10 or a 10 and a 10. Who knows? Yeah, the thing is, now you got feedback. And that's the thing that we need to listen to whether it's traffic or conversions, right, you do the thing. So you have the power. Now I know how to do it. Now I can do it, I could do it again. Or I could go back here and I could push this little ball forward, right. And now I got I've got traffic and they got conversions moved, how I move the next two. And then if I need to, how do I bring other members in so we can move it in even further?Vince Green Yeah.Vince Green But that process of speed back, and then learning from it? Yeah, justing. Right. That's, that's, that's really important. If you're going to whether your goal is that is a million dollar word, 10 million 100 million dollar award. Whether it's strictly for profit, charitable, whether you have just that first milestone, whether it's just going to, all you want to change is one thing, and maybe your world or one of your loved ones world or in this whole world, you want to change that one thing. There's such opportunity in 2021, to do it with with all the things that we feel sometimes that hold us back.Vince Green They, it's, it's there is much more opportunity than than we've ever had at any time. And I'll kind of close and wrap I'm open to other questions from Mischa, I just want to kind of get one thing.Vince Green And I hear a lot, not necessarily from our members, but but just a lot that people say it's so hard to get attention, it's so hard to get someone to pay attention to get them to. And I gotta tell you, it's like there is more attention than ever. We, we are open more and more and more. I know, a lot of people are guarded with their time.  But they're they're looking seeking, they're looking for ways to improve. There is more attention than ever right now. So the the way we garner some of the attention for ourselves, is to do the things that get attention. So it's not up to someone else to say, Hey, Vince, would you like would you do a podcast please, because I just I need really need to learn about this. No it's us to go out there and say here this is. Because they are seeking it. They're literally out there looking to give their attention. And when they're not, they're not the when they're on their own their own. They aren't they are on the realm that there's more attention than ever. And that is not going to be that is not going to stop anytime soon.Vince Green People are going to Yes, systems processes can automate this, but I just want to make sure that if anybody's out there thinking, Man, that's got to be so hard for anybody to pay attention to be likely, it's it's not. It's just that you've got to put yourself out there. And there's something that you can help other people with in that real. And so we talked about help and serve and that kind of thing. But it's really about that value exchange and so never been never been a better time. And I think I think it will continue for a very long time.

Did you know this may be holding you back from success in your business? Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: What's up everybody? This is Russell Brunson. Welcome back to Marketing Secrets podcast. One of the questions I get asked a lot about, and I don't spend a lot of time talking about it, is actually money and mindset around money, and how that works, and things that can help you to make more money, things that hold you back from making money. They have nothing to do with your skill set, it just has everything to do with the conversations, the beliefs, the things inside of your mind. This interview with Josh Forti, it was really fun and hopefully you enjoy it. Hopefully it'll help you if you do have money blocks, to help you get unstuck. If you don't think you have money blocks, you probably do. And this hopefully, interview, will make you very aware of those things, and help you to find those things and knock them out in your life. That said, we'll keep the theme song, and when we come back, listen in on this interview with me and Josh Forti. What's up everybody? Welcome back The Marketing Secrets podcast. I'm here today again with Josh Forti, and we're having so much fun today. We just recorded one episode and now we're going deep into episode number two, which we're going to be talking about mindset as it relates to things that are very specific to you guys as entrepreneurs. I'll Josh talk more about this as he's going to be queuing up the question, but hope you guys enjoy this episode as well. Josh Forti: All right, man. First off, we got to talk about your shirt. I feel like there's got to be a story behind this. Guys, for those of you that are listening on audio, let me just explain real quick. It is a skull and crossbones, but it's not just a skull and crossbones. It's got bunny ears on the skull. It's got little waves off to the side. What does it say on the sleeve? Russell: It says, "Psycho bunny." Josh: Psycho bunny. Russell: This is actually a really cool brand called Psycho Bunny, and I bought a couple of their things. I'm like, "This is a cool brand." And then I was shopping with Bart Miller in Vegas, and they have a Psycho Bunny shop. I went in there- Josh: Oh dang! Russell: And they had shirts and jackets and suit jackets that have the Psycho Bunny inside. It's just a fun, cool brand, and I really like it. Psycho Bunny. Josh: Okay. There's no grand, huge story behind how you got it. You just liked it. Russell: I should buy the company because it'd be really cool. Anyway, nope. Nothing. Josh: Guys, when you're a funnel hacker and when you decide to take over the world and create empires, you can randomly decide on a podcast that you're just going to ... "I should buy the company." That's not a normal thing that most people get to say, but it's super dope. Russell: This could be a fun episode in the future because as we acquired two big companies last year and I'm learning about this and having more fun with it, there are some cool ... For most of us, we look at a company, like, "There's no way I could buy that company," but then like Tai Lopez who just bought RadioShack and he bought Pier 1 Imports and all these companies… Josh: Dress Barn. Yeah. Russell: Now, I bought a couple companies and I'm like, oh, my gosh, there's actually a really cool strategy where it doesn't technically cost you any money if you do it correctly. We bought Dan Kennedy's company for a steal. We've launched the first thing. Now we made our money back. And now moving forward, everything I do with Dan Kennedy's company is pure, unadulterated profit to the bottom line. And that's exciting because ... All of a sudden it's like, you can actually buy companies when you understand the core principles of what we do. Anyway, that's a topic for another day, but it's kind of a fun one. Josh: So much fun stuff. Topic for another day. We'll do many episodes. Now is not the time. We're going to dive into what I think goes really well with our last episode. Last episode we talked about goal setting and setting things up, and that last bit of it was around identity and beliefs and values and rules and things like that. I want to talk about mindset here, and specifically the mindset ... There's a couple core key areas, because what's interesting is a lot of times we think mindset is we have to train our minds to think a certain way, or we have to overcome false beliefs about bad things. Like, "I'll never be successful" or "I'll never be this." But it goes both ways, because often times we can have fear of success. We can have fear that, oh, my gosh, what happens if I actually achieve that goal? There's so many different things around that, that we could dive into, but I want to kick off with this one specifically around mindset around money. I do want to talk about not just money, failure, doing the impossible, things like that, but I want to start with money because I feel like money is one of these things that we all have some form of weird relationship with it. Very few people grew up in a home where their parents and everybody around them had a healthy relationship with money, because most people ... I would say 90 plus percent of the people that I've met do not have a healthy relationship with money. They don't understand it. They don't understand what it represents, how it works, any of the things with it. For you, I want you to take us back because one of things, and I've kind of told you this at the beginning, a lot of people in the ClickFunnels world, like Russell. I was talking to Brad Gibb the other day. Shout out to Brad. He's awesome. He's like, "Russell has come and he's taken these handcuffs off of us, to where now we just can print money." It's ridiculous. It's kind of a cheat code. When we talk about it to all of our friends, we go around and we're like, "Yeah, we just kind of make money on the Internet." They're like, "How do you do that?" We're like, "We don't know. We just do what Russell says and it just works." Russell: It's a magic trick! Josh: It just shows up. It's amazing. We've kind of unshackled the making of money, if we follow what it is, but keeping money. But our thoughts around money, our beliefs around money, how we perceive and value money, how we think money is going to change us. All of these different other things around money, those things are now new problems that a lot of us are running into, or have not yet applied the things that you've told us to do because of those beliefs. I think both of those are true. I've seen so many people ... I made not a ton, ton of money, but certainly 10 times more money than I'd ever made in my life when I first got started, and blew it all because of my poor, very unhealthy, almost toxic relationship with money. Take us back, what are the money shifts or the beliefs around money, specifically in mindset, that you had to go through. I'm just going to kind of leave that open ended and see where you take it. Russell: The first thing I think that would be useful for everyone is for everyone to actually, honestly sit down and look at their relationship with money and understand it ... It's funny because if you would ask Russell 15 years ago Russell if this was actually a real thing, I'd be like, "No, this is stupid. Just make money. It's easy." But I had a friend who I worked with, man, probably 12, 13 years ago on a project and he was someone who is super charismatic, super dynamic, super talented person. When he was younger, he used his talents and his gifts and he made a whole bunch of money really, really fast. Crazy, crazy money. Money that doesn't make any sense. When he got that money, he started doing stupid things with it. He got into drugs and alcohol and all the problems that are associated with when you make too much money too fast as a kid, and almost destroyed his life. He almost died. He almost lost his family and his marriage. All these things happened. He lost all the money, which was probably a blessing. And then he refixed his life. And then he got back to the spot where he's like, "I want to make money again." I watched him for probably 10 years of his life, where he would do all the right things, he would get close to making a bunch of money and then he would literally subconsciously destroy everything he had built, and it kept happening. At first I was so confused by it. I'm like, "You were so close. How do you keep messing this up? I don't understand it." Then he told me a story. He didn't know this subconsciously but we had a conversation one night where he told me a story. I was like, "Oh, my gosh. Subconsciously, you are linking the destruction of your family, your health and all these things to making money, because that's what happened the very first time. Now every time you get close to it, your whole subconscious mind is like, no, and starts making you do stupid things to destroy yourself from actually having success." I've seen ... Now, it's been a decade of me watching this. And as much as I love this person, I keep seeing him. He's so talented, so many gifts, and keeps not having any success because of this thing that happened in his youth. His is an extreme example, but this is happening to all of us. You think about when you were growing up, what are the things that your parents said about money? What are the things that you heard at church about money? What are the things you heard in different spots? There are so many things that have been ingrained in our head that we don't even know consciously. And also, we start having success in whatever. We start making money or we start getting close to making money, and all these warning signals are popping off in your head, like, don't get money because of this because you'll become a bad person and you're going to fall away from God. You're going to be doing this. You're going to be the bad person. You look at TV. Myron Golden is the first one that ever pointed this out to me. You look at every movie, every superhero movie, for the most part, the bad guy is the rich billionaire who is this horrible person. This is ingrained in our heads that money is going to make us evil. Those things are real, and even if you don't think that they're affecting you, they probably are. Josh: And then you don't consciously believe it. Subconsciously they control you. Russell: Yeah, it's affecting you. I've seen this in my own journey. When I first started making money, I thought everyone was going to be excited. I was like, "This is so cool." I was so excited to teach everybody else. I started making money. I start teaching people and try to show my friends and my family and what happened. The response I got was not what I thought it was going to be. It was not like, "This is amazing-" Josh: At all. Russell: "Let's try it." Instead it was weird, especially for my wife. My wife struggled with it even more so than me because I've had success in parts of my life in the past where ... In wrestling, I was a state champ, I was an all-American. I hit these different things, but there was this weird side of success you aren't expecting where the people around you who you think are going to be celebrating with you, they don't. In fact, I remember my mom when I bought my dream house ... My house is ... You've been to my house. Josh: Your house is insane. It's so awesome. Russell: It's like the coolest thing in the world. When I was growing up, I wanted an insane house. I remember I was finally at a spot where I could buy this house. In the reality, I didn't pay it off immediately. I could've just paid cash for it. I didn't. But within two years I think I paid it off, which was a big deal for me. But I remember when I was buying my house, I remember a comment my mom said. She was like, "You don't want to buy a house like this because then you're going to be one of those rich people up on the hill." I was like, "What does that mean, mom?" She was like, "They're the ones that are always looking down at everybody else." I'm like, "What?" All of a sudden I was scared to tell my mom about my success because my mom viewed the rich people as this thing over here. And then other people. It was this weird thing where all of a sudden it makes you want to shrink down, it makes you want to hide because you're like, "I don't want people judging me because of this thing." For all of you guys, for all of us, there's these things that may happen, where comments are made, when people we love and respect were to all of a sudden to ... The side of success that you think is going to happen doesn't. Especially in money. I think money is a big one because it's such a thing. Josh: Yeah. I also think that because of the stories that we're told by everybody else, like you're saying, subconsciously it's ingrained in our society, what money is and how it works, nobody understands it. Taylor Welch ... You know Taylor, right? Taylor Welch? Russell: Yep. Josh: He's the one ... He and I have become ... I don't want to say good friends, but certainly friends over the past little bit. He was actually the very first person I ever interviewed on my podcast. Russell: Very cool. Josh: He got me into money. He was like, "Study money. Because once you understand how it works, it'll completely change your perspective of it." I always joke around with my mom. I'm like, "Money's not real. It's all fake." In America specifically, the U.S. dollar is not real. It's all fake and it's all made up. She always pushes back. She's like, "It's not fake because I can guy groceries with it." I'm like, "That right there, that shows that I have a different relationship ..." And side note, I freaking love my mom. My mom and I have an amazing relationship. But my mom and I have a completely different fundamental relationship with money. That was a very interesting learning lesson for me. When you change your relationship with money, when you change how it works, when you understand it differently and when you change your relationship with it, it also becomes not hard to get or keep, because now you're not needy of it. Your relationship changes with it. I always think about ... Take it back to dating. I'm not even going to say the book because I don't want people to go ... It's not a great book, but I was reading a clip out of this book one time and the guy in it goes, "Money and ..." Let's say, relationship. Money and girls are kind of the same thing. Those are not the words he used, but money and girls are the same way. If you're desperate and needy of it, you'll never have it. But if you don't care, it'll come abundantly. That was a very interesting shift for me as well. Anyway, I didn't mean to interrupt you but that was very interesting. Russell: It's key. As I studied Tony Robbins, the biggest thing I learned ... One of the biggest things. I shouldn't say the biggest, but is just becoming aware of things. I think the first step for of any us is being aware of how this is actually affecting you. For a lot of us, at whatever level you're at, the reason you're not at the next level is because there's some belief around it that's keeping you from there. It's interesting, I remember when I had the goal, when I hit a million dollars in a year, I didn't hit it three years in a row. Every year I was within $50,000. Like, $75,000. How am I not hitting this? It was like, I had these weird beliefs around that thing. As soon as I broke it, I was like, this is easy. Going from million to 10 million was next. Getting to two, three, five, eight million was easy, but then 10 million was this gap where I was stuck. It's beliefs. What's easy? What's hard? A couple things ... Again, this is one of those topics. I've never taught this before so I don't have the, here's the Russell three step framework. Things have happened in my life that I became aware of this for myself. One of them was, I had a coach ... I've had her a couple times throughout my life. She's awesome. One of my favorite coaches of all time. Her name is Tara Williams. Tara ... It was interesting because I always thought ... Again, especially people who are religious, there's always this belief of is money going to make me evil? You hear these things on the side. I definitely had this subconscious fear around that. If I get too much money, I'm going to forget God. I'm going to forget my family. All these things couple happen. Because they do. They happen to so many people. We see it. I had that fear behind it. I remember, especially when I bought my house, I was like, I bought this house and it's crazy. Anyway, Tara was at our house, actually, doing a coaching session with my wife and I. It was an interesting thing. But she said a couple things in that meeting that had a big impact on me. One of the things was ... She asked my wife this specifically. "Do you think this is bad that he bought this house?" My wife is like, "Yeah." She has so much guilt associated with it, because she's like ... It was interesting because Tara brought back, "Because you guys have money, talk about things you've done. Last year you gave a million dollars to OUR. Last year you did this. Last year you did this. How many people have you helped? How many entrepreneurs have you empowered? How many jobs have you created?" We started going through this whole thing, and it was like, all these things you're doing has been creating wealth for you. You have this wealth. You can just give it away and you guys do give a lot away, but is it bad for you now to enjoy some of it, to buy a house? Still she was like, "I don't know. Is it bad or not?" She's like, "Now you have this house, what have you guys done with this house?" I was like, "We have our kids here and we have our family here. We bring people here. We're able to serve people at a different level because we have these things." All of a sudden it was like, oh, my gosh, this isn't a bad thing. I remember hearing Richard Branson, somebody asked him ... Who was it? It was another one of those moments for me that opened my mind. But someone asked Branson, "Do you feel guilty that you're not down at the soup kitchen helping feed these people?" Branson's response was so powerful. He said, "The people of the soup kitchen who are feeding people, that's amazing. We're so grateful for them. They're giving their time and their effort. It's powerful. I'm not going to go to the soup kitchen and feed people soup, but I can give the soup kitchen $50,000, and that's going to feed 10,000 people. It's different service but it's still service, and this is able to help even more people." I started thinking about that. Man, these tools that we create, like wealth and the things that we have can be so much more impactful if we use it correctly. It's not a bad thing. It's just understanding these are tools that we have. Anyway ... Josh: It's interesting you say that and phrase it that way because that was one of the things, actually, Brad Gibb, he's a very good friend of mine as well, and we talk a lot. And he's taught me probably more about money as far as investing how it works and how to use it and things like that, probably more than anybody else. Very, very smart. One of the things that he said is money is not all the same. He's like, "You can have a million dollars over here and a million dollars over here and one of them be used for good and to multiply and to be productive, and one of them be used just to indulge and be gluttonous and to be greedy. Is money good or bad? It's not good, it's not bad. It is. It is a tool for exchange. How you go and use it will determine whether or not it's good or bad for you in your own life." When he put it that way, I was like, if I have my money and I'm investing and I'm multiplying it and it's creating freedom and then I'm using that to be able to go out and give back, all of a sudden money is now good. It makes me be able to do my job better. But if I'm just going and I make a million dollars and I go to Vegas and I put 100 grand on black, cool. Maybe once in your lifetime. But that is not a good thing anymore. Now it's taking away from your gift. It can either be an amplifier or it can be something that takes away. That was a really, really big shift for me. It was like, how am I using it? Russell: It's powerful. Again, it just comes down to there's so many subconscious things that are weird about it. Next thing I want to talk about for entrepreneurs too ... And this is a trap with money that I got caught into for almost 15 years. When I stared my business, I remember I started making some money. I figured out what my wife and I needed to live. I think at the time it was $8,000 a month that was giving us the most amazing lifestyle ever. We set it up where our paycheck was eight grand a month and that's what was coming from the company. And everything else in the company I kept reinvesting back into the company. For a while that's important. That's where we're going to grow, where we're going to expand it. I look at my business for the next decade at least, maybe longer, I never pulled anything else out. It only kept getting reinvested, reinvested. And eventually ... Some of you guys heard my story. 10, 12 years ago we had this big crash where everything got shut down and we lost everything. And the thing that sucked is when it all was said and done, I had nothing. We never pulled money out. We never invested. We never did anything. It was all being reinvested back into the business. I got my guarantee, we had our certainty, eight grand a month coming in consistently every single time, but then nothing happened. I remember when we launched after that happened and everything crashed and we were rebuilding back up, during that time we had no money so everything is being reinvested back into the business because we had no business at that point. We started figuring this out. That's where I met Todd. We launched Click Funnels. When we launched Click Funnels, I instantly went back to my same pattern. Like, cool, all the money goes back into Click Funnels. That's how we're going to do this thing. Todd was like, "Dude, just so you understand, I did not build this thing to just have a good paycheck and let this thing keep growing. This is not worth it for me unless we pull money out." I remember I was like ... I had so much fear and I was like, "No. We can't do this." This is one of Todd and I's first and probably only real things where he was just like, "It's not worth it to me unless this is producing money that's being put over here for my family, for my church, for my faith, all the things I want to be doing." Again, we fought back and forth for a couple of months. The very first time we had some profit. I was like, "What do I do with this profit? Put it back in the business." Todd was like, "No, we need to pull it out of the business," and we fought back and forth. Finally, we figured out a way to make us both happy where we figured ... At the time, we need three months of money in reserve. Worst case scenario, that's there. But then after that's over, all of the money, 100% of the money needs to be pulled out and given to the owners. Otherwise we're going to be like you were, Russell, 15 years in and you've got nothing to show for it. All the stress, all the effort, all the energy, and nothing to show for it. That's how we set things up. I remember it was so scary for me. In fact, when we started pulling out and distributing out the profits every single month, I kept mine in there for two years. I didn't touch a penny of it because I'm like ... It's in my separate account. It's over there. What was crazy, though, is that all of a sudden this thing that I was doing started actually producing wealth for me, which took the stress down. I started seeing this thing happening, and all of a sudden it started giving me options where I had no options ahead of time. I think for a lot of entrepreneurs it's like, we have this thing ... It's funny because I see even big people like Gary Vee talk about this, like, "I don't care about money. I dump all my money back in. I'm just building this brand." I'm like, I thought that was the thing for a while too, but it's not. If the business is not producing wealth for the owners, what's the point of it? Eventually you got a job and that's it. It needs to be doing something or else it's not serving you, and therefore, it's not a gift. Josh: Was that the thing, though, helping you overcome that? Was it just doing it? Is that what helped you overcome it? Russell: Yeah, Todd forced me. If it wasn't for Todd, I would still be pulling out eight grand a month and that would be where I would be living. 100%. Todd forced me to do it and it stressed me out. I was so scared. For two years I didn't touch the money and all of a sudden it was like, oh, my gosh, there's this money here. Now I have the ability to ... This thing I had created, this value I was trying to put into the world was paying us back, and now we could ... Now we had all sorts of options. Especially when you're really pushing and you're working hard and you're grinding on something, if aren't seeing some tangible value back from it, it's not serving you. It's just taking from you. Again, this was my personal money, one of my personal issues I struggled with. This may or may not be that, but I would say for all of you guys, looking at this as you are creating a business and creating wealth, you need to be pulling things out. What you do with it is up to you. Like you talked about, use it for good, evil. You can give it to charity. You can do whatever. But if the business is just paying for itself, the business will continue to eat up all your money. It will. You leave money it, it's going to continue to eat it up and it'll disappear as fast as it can possibly happen. But if you start pulling it out and it's over here and it's different, man, it becomes more efficient. It becomes more effective. Everything becomes better because of that. Josh: It's funny, because my thing ... I had that same struggle except I wasn't even paying myself. I was literally just, what are my bills for the month, the bare minimum, and then that was it. And then I met my now wife and I started thinking about finances and she wanted stuff. I was like, but also the business. It was kind of like this thing. Katie came along and was like, "Josh ..." The very first ... She didn't give me a lot of tactical things. It was very mindset-focused. I remember one of the biggest tactical things that she gave me out of the very few that she did, she was like, "You need to pay yourself a paycheck, and that paycheck needs to not only be enough to cover all of your expenses, but it needs to in excess." When I started to put away multiple thousand dollars a month into savings or into being able to invest outside of the company, it changed my whole entire perspective. Weirdly enough, magically, the business made more money. It was like, made it every month. It was like, we're entrepreneurs. We figure out problems. Our brain programs for it. And then I started looking at it as myself as an expense. I was like, I'm a line item on the books. Just like I pay a contractor, that's me. All of a sudden, the business made enough money to cover that. But before that, it didn't. It was crazy. Russell: It's interesting because when you start seeing the results ... I've talked about this before. If you look at my Disc profile, there's the D-I-S-C, and then there's your values. My number one value is ROI. If I can't see the ROI of a situation, it makes it harder for me to do it. I was in business for a decade and a half and the ROI I was getting was good. I was like, "I'm helping people and having success, and it's fun to see the success stories." That was the ROI I was getting, and it was good. It kept me going. But man, I look at the last seven years of Click Funnel, it was like the pressure and the stress and all of the type of things. If it wasn't for the ROI, it took this pressure, but here's the ROI of it, I wouldn't have been able to do it. As soon as I started seeing the ROI and the ROI gets bigger and bigger and bigger, all of a sudden it's like, this becomes fun again and you get excited. How do I make the ROI ... For me, it's all about the ROI, the return on investment, any situation is the key. If you don't have the ROI, it gets hard. It's hard to be creative. It's hard to come up with the next idea, the next thing, and the stress and the pressure that comes. What's the return on investment for the effort you're putting into it? But if you see the ROI and you start amplifying it, then it becomes a more fun game. That's where you start growing from a million to a 10 to 100 and beyond because it's like, I see this game. I'm playing it. I'm getting the return on investment. But I never saw that before because the only return on investment I was getting was this one thing, and those things they feel good, but it's hard to keep score with the feel goods. You got to have a scoreboard to see, like, oh, my gosh, I'm winning. Can I win even more? What's it going to look like? And now it gives you options and opportunities… Josh: You mean you're telling me that all the stress and pressure isn't worth $8,000 a month? Russell: You know, I could get ... I was like ... Nowadays with all of the inflation, I can work at McDonald's for eight grand a month, I think. It's crazy. Josh: Man. Russell: But back then- Josh: That's crazy. Russell: That was the ... Anyway, it's crazy. Josh: You can buy Bitcoin and keep up with inflation. Bitcoin, the savior of money. One more. I kind of want to dive ... I wasn't going to make this a money episode, because that's kind of where it's been. When did you make the shift ... One of the big problems with entrepreneurs, talking maybe a little bit more established entrepreneur, is once they're making money ... I was talking with Brad about this and he was talking about in the inner circle. He was in there ... Or in Category Kings, right? The guy's like, "What's the main problem that you solve?" Brad was like, "So interesting. We thought we could answer that question." Then he asked us it and we try to do it, and it was like, dang, what is the main problem that we solve? What he said is one of the things that they came down to was entrepreneurs know that if they have money, it should be doing more. But they don't know what to do with it. This is something that you probably are an amplified example of this, because you're really, really good at making money. You don't even need to think about what your money should be doing because you can just go make more of it. Once again, that because you've unshackled us. It's like, "All right, want a new car? Go build a funnel. You want a palace? Go build a funnel. Want to take a vacation? Launch a funnel. Just do a funnel and you print money." For you, when did that shift happen for you when you actually started paying attention to, I can't just leave my money in an account right now? I can't just buy cars and houses because those don't make me ... You have houses, you've got the cars, you've got everything you've ever wanted and you still have money left over, so when did you make that shift of, my money needs to be doing more, and how did you solve that problem? Russell: Interesting. This is one that's been more recently solved for me, actually, which is fascinating. For a long I was just hoarding it. Just hoarding it, keeping it here. Then Brad and Ryan ... You have to invest it. I'm like, "I don't want to do that." They forced me to do ... I give them a bunch of money every year and they do whatever they do with it, and that's awesome. I'm like, "Okay, cool. Something is happening." But then the money kept adding up. I remember one day I was like, "I'm in a weird spot where I could buy almost anything I want. What do I want? I'm going to go and spend some money." I remember going to eBay and I was like, "I'm going to buy anything I want." I was searching for stuff, and I spent four hours on eBay when all of a sudden I spent three grand. I was like, "That's it. I got everything I wanted." I was like, "Oh, crap, now what do I do with it?" It was interesting, because for me, it was like ... Again, this is something ... It's been a recent development. I can't remember if it was this podcast or the one I talked about it, I was like, I didn't know what to do with this. Yeah, I could invest in real estate, but that wasn't inspiring to me. I have money in crypto, but that's not inspiring. What's the things that's going to inspire me to want to do more? Again, it's ROI for me. What's going to give me the ROI of now I got to create more money so I can do this thing? So I have a lot of things. Again, we give money to charity. All those things are good and they get me excited. But I was like, what would be the thing that, for me, would amplify? When we bought Dan Kennedy's company, it was the first time I felt it. I bought his thing. We reorganized it, cleaned it up, and I was like, "Oh, my gosh, I'm able to take these things that were so precious to me and I can bring them back to the world, and I can monetize them. I can actually make money off of this thing." I got really excited. I told you I started buying old books. I started investing in Napoleon Hill books and Charles Haanel and Orison Swett Marden and Samuel Smiles and all these people, the founding fathers of personal development and business and all these kinds of things. I've literally spent a small fortune ... I've spent a lot of money in the last couple months on these old, old books, because now it's like, I'm not investing in real estate that's over here. I'm investing in these things I don't care about. Now it's like I'm investing in something that I can take and that I can turn this into more money, and I can turn it into help. I can serve my entrepreneurs. I can do more things with it. For me, that's what's been stimulating for me. That was the investment of ... It was like, I can dump it back into things, but it was like something that's meaningful to me. For some people, crypto is meaningful. For some people it's NFT. Finding the thing that's not just like, I'm investing to invest, but what's the thing that you're passionate about it where it becomes more than just ... For me, that's what I'm geeking out on. You know this, next door I'm building a 20,000 square foot library to house all these books, to build an event center, to build all these kind of things because this is what I feel like my life's mission is. I'm curating all these ideas and I'm bringing them back to people in the simple new form to help these ideas and these concepts live on. For me, that's double fulfilling because it'll make me money, but it's also something that can serve the people I've been called to serve as well. Again, buying Kennedy's company, I'm serving these people, but I'm also making money, which gives me the ability to serve more people. It's kind of fun. Josh: What was the shift, though? For a while you didn't do that, right? Russell: For a while I just sat there. I didn't know what it was. Josh: Who or what got you to the point where you're like, "Okay, I've got to go figure this out"? Yes, this is what you ended up doing with it, but I think a lot of people, there's got to be that thing that's like, "This is when I realized I got to figure out ..." Or some people just let it sit their whole life, I guess. You know what I'm saying? Russell: I heard stories about ... I don't know how true ... But like Scottie Pippen or Mike Tyson, he made half a billion dollars and he's broke. I was like, I don't want to be that dude who made a half a billion dollars and is broke right now. I need to figure out ... I always joke with Brad and Ryan when we were writing their webinar page initially, I was like ... On 30 Rock, there's that scene where Liz Lemon is talking to Alec Baldwin and he's like, "I need that thing that rich people do where they turn money into more money." He's like, "Investing?" He's like, "Yeah. I want to do that." For me, it was like, I've got money here. I need to figure out how to turn money into more money, that's not just me doing the whole thing. How do we amplify what we're doing? How do we have that exponential growth? That was kind of the thing that got me into it. Again, initially it was doing the things that weren't exciting. I'd invested money in real estate and I hated that, so I had Brad and Ryan, I invested money with them. That was cool. It was passive. It wasn't passionate. I was trying to figure out what's the thing that I'm going to be passionate about, where now it becomes part of a game. Now I can see the ROI on this thing. I invested $40,000 this weekend on old books, how do I turn that into $400,000 or four million or 40 million? Can I do that? Now begins ... Now it's fun. Some people, real estate is that game. I got friends who own 100 houses, or 200 houses, and that's the game that they love. I look at Tai Lopez and he's buying these businesses. That's the game that he loves. What's the game you're going to love, the investing game you're going to love? There's a million ways to invest, but when you find one that you love, then it becomes ... Now it becomes a fun part of the game. I think it's understanding first off you need to do it, otherwise you're going to ... You mentioned this ... I can't remember if it was before we started recording, but people who have won Two Comma Club and they got nothing, or Two Comma Club X and they're broke. Entrepreneurs are good at generating money, but there's this other part that you got to learn how to invest it correctly. Otherwise, you're going to pull a Tyson or a Pippen and be broke in a couple of years from now. Yeah, I got 3 Two Comma Club awards on the wall, but I'm trying to figure out how to feed my family this weekend, and that's now where you want to be… Josh: That's so crazy that's a reality for people. It really, really is. I think that's one of the things that I am very, very thankful to have learned relatively early on, is ... Russell: They're two different skill sets. Making money- Josh: They are. Russell: And keeping money are not the same thing. Josh: Yeah. Russell: They are completely different skill sets. In fact, typically, the people who are good at making money are the worst at managing it. Josh: Keeping it. Russell: It's like yin and yang. Understanding that if you're good at making it, you find people around you, like Brad and Ryan, I was like, "Here's money. Do that thing you do because I don't want to mess it up." Josh: Yeah. Russell: In fact, it's funny, before I invested money with Brad and Ryan, I invested it in two different deals. I was like, "This is the greatest thing in the world." Both of them, literally both of them turned out to Ponzi schemes. I got to write off multiple of millions of dollars last year because I gave money to ideas that were so good that me as the entrepreneur was like, "This is genius. This is the greatest thing in the world." Ponzi scheme. I got sold on the thing. It's funny, one of my friends just sold his business for eight figures and he messages me. He was like, "All right. I want to ask your opinion. Where should I put this money?" I was like, "Dude, do not ask me. If I think it's a good idea, it's going to be a Ponzi scheme. Find someone who, that's their life, is that, like Brad and Ryan. Go give your money to them," or find something like I'm doing now with the books and stuff, where it's like now. This is something that fits into my skill set. I think it was ... What's the old dude who invests all the money? Warren Buffett, that said only invest in things you understand. It's like, I understand how to turn old information into money. I'm investing in information and intellectual property because I can turn that into more money, and so that becomes something I can invest in, because I understand the game. I don't understand- Josh: So interesting. Russell: This, but I do understand this, therefore, I will invest in the thing I understand because I can turn this into more money. Josh: That makes sense. Side note on Warren Buffett, you know 80% of his wealth or something like that came off of nine trades? Russell: Really? Josh: Nine investments that he made, it produced 80% of his wealth or something like that. Isn't that insane? Russell: That is fascinating. Josh: That's why when ... I read the quote from him, it was in the context of this quote. It was like, Warren Buffett is like, everyone thinks they have to make a bunch of good decisions. He was like, "I try to make three good decisions a year." I was like, "Oh, my gosh. What the heck?" And then I found out that 80% of his wealth came from ... It was eight or nine trades or something, or investments, and I was like, "All right. I guess that makes sense, then, if you only need to make ..." Anyway, last question, rapid fire question on money. Is there anything that you could do, if you could go back and change something about what you've done or your handling with money, is there anything that you would change, and if so, what's the biggest thing that would be? Russell: Good question. I think I would've started ... Number one, I would've started pulling money out of my business faster. Number two, I would've had a plan for what I would do with that money. I wish I would've said, "I'm going to pull out ... After three months of thing, pull out all the profit, I'm going to put 25% in real estate, 25% in crypto, 25% in something else, and just have that happening in the background, I'd be a much wealthier man today." It took me a long, long time before I did that. Todd forced me to start putting money into crypto, which was one of the greatest gifts ever for me. Brad and Ryan are now forcing me to put money over here. It's like taking that and putting it in spots where again, it's not going to be 100%. I'm going to fall for two Ponzi schemes a year probably, but if I can get one of them to win and three of them to fail, or whatever that is, that's the big thing. I always thought that I will start pulling money out when blah. When I hit Two Comma Club, when I hit a million. The problem is that win never comes. You got to structure from day number one. When money comes in, boom. Profits come out. This happens here. I pay myself first. From the money I pay myself, 10% is going to go for me to go do stupid things, 25% is going to go into real estate or Bitcoin or stocks or whatever. And dividing that stuff up so it's happening at a small level, because when that happens, I wasted a decade and a half before any kind of investments happening. Can you imagine if I had 15 years of the stuff I was doing, turning into something? I missed out on so much of that, that I wish I would've done. Josh: You just got to make sure that you have a small percentage there, which is dedicated to losing bets and Bitcoin to Josh. If you have that, then we're good. For the rest of your life, you're going to be losing bets, so that's how that's going to work. Guys, I hope you enjoyed this episode with money. I'll let you sign it off, but this was awesome. We get to hear Russell Brunson talk about money, which is something that, you make a ton of it, but you don't really talk about it, which is awesome. Thanks for sharing a little bit more. Russell: Thank you. I apologize I don't have a framework for this yet, but this gets me thinking, man, if I could figure out something for entrepreneurs, this is the next thing to do, so then I'll talk more about it as I figure things out. But it's fascinating. I remember I bought a Dan Kennedy course on wealth creation, and it was fascinating because I'd heard Dan talk about building businesses and all that sort of stuff, but it was the first time he ever talked about wealth. Again, same thing. Fascinating. I'm like, oh, my gosh. I never thought about that side of the coin because most entrepreneurs don't talk about it, or don't think about it. I think it's important for us to think and talk and do more with it because again, 15 years of never investing anything, man, it would've been nice. I'd be in a different spot right now than I am today, for sure. Thank you, Josh, for hanging out and talking about money. Hopefully you guys enjoyed this episode. If you did, let us know if you want more about money and wealth and these kind of things. Let us know and we'll go deeper on topics. Just take a screen shot of this on your phone, post it, and tag me and write your #1 question you want to hear, and maybe we'll talk about it on the next podcast. Thanks again. Thank you, Josh, and I will see you guys soon.

In this second installment of this special interview, Russell and Josh go super deep on ‘the master story' and the attractive character…and what happens when you have tons of followers and NO ONE buys! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. So, today's episode is probably from most of my conversations with Josh, might have been one of my favorites. It was really, really fun. We started talking about expert secrets and storytelling and how they work, and attractive character profiles, which one you should be using, and how they work, and can you change them? And then also he started going into his concept of the master story, which is something I talk about in Perfect Webinar, but he goes really, really deep in it. And anyway, we geeked out. This was a really fun episode. I hope you enjoy it. With that said, let me cue up the theme song. When we get back, you'll have a chance to listen to this exciting conversation with me and Josh talking about story and attractive character, and a bunch of other really cool things. JoshForti: I got to ask this. Are you not on Twitter? Like I see you on Twitter a lot, and I see you posting stuff on Twitter. But is it not you that's engaging on Twitter? Russell: No, I don't know how to tweet. Josh: You don't know how to tweet? Russell, I tweeted you a lot. Or not a lot, but I tweeted you quite a bit. Russell: Oh, hey. Josh: And then sometimes you like my tweets. Dang it. Russell: I do like all your tweets. They're awesome. Josh: Yeah. Oh, man. Russell: I personally, I enjoy Instagram, probably my favorite. And then Facebook's probably number two. But that's the two social platforms I spend my personal time on the most. So, if it's from either of those two platforms, it's usually me. If it's other places... Josh: Do you have it like broken up? Like are you like, "Instagram, I do this type of content and stuff on. And Facebook, I do this type of content on." Or is it kind of like a mixture of both? Or... Russell: Um. Josh: For you personally. I know your team posts stuff, but... Russell: The only place I really post/do stuff typically is Instagram, like stories. That's where I kind of, like me personally, do stuff. And then Facebook and my personal page, probably once, every once in a while, I drop stuff there. And everything else, that's my team. Josh: Yeah, that's rare though, not often. Russell: Yeah. Josh: You're not like me who's like, "What? It's been 48 hours without some form of controversy? What can I say? Oh my God." All right. Well, actually, I kind of want to talk about that though. Not so much controversy, but creating content specifically around storytelling, because I think this is probably one of the biggest... Let me give backstory, a little context around this. I came into the world completely backwards of what most people do, right? So I was the guy that came into the world, and most people have no following and no followers, and they can't get leads to happen. Right? And they don't get anybody to show up to their webinar. And then they're super depressed because nobody showed up and nobody bought. I had the exact opposite problem. I had everybody show up and nobody bought. And let me tell you, that's way more depressing. You know why? Because when everybody shows up and nobody buys, you're like, "Crap. Now I really am screwed because I have no idea what's going on." Right? Russell: It was me, and not the… whatever, yeah. Josh: Right. It's not because nobody's hearing it. It's because I actually suck. And I remember the first time I ever did a webinar, we actually... I don't know if you remember this or not. I actually sent you a Snapchat. This is right when you first got Snapchat. This is way, way back in the day. I've told this story before. And I went and I was like, "Russell, what's up, man? I'm trying to build this webinar. How much would you charge me to build out a webinar for me or whatever?" Right? And you sent me a little video, a Snapchat video back. You're in the Jeep, and you were like, "Man, I don't really do that. I don't really do that anymore." So I like snapped you back, and then you snapped me back, and you're like, "It'd probably be like $250,000 or something like that. But I don't really do that." I'm like, "Man, I really wish I would've hired you for 250 grand." But anyway, so I go and we do this huge webinar, and everyone told us... We were like, "We're going to have all these people sign up." And everyone's like, "No. No, you're not. Nobody gets people to their webinar that easy. You maybe have a hundred registrants." We had 2000 people register, and we had a thousand people... We maxed out the room with a thousand people on live. At the pitch, there was like 982 people in the room. I go through, I do my pitch. No one buys, not a single person. And then we hung up, and like an hour goes by, and one person had bought. And most miserable, depressing... Russell: That's the worst because then you're like, "Crap. I thought there was no sound or something. Maybe they didn't hear me." Josh: Right, right, right. But I sat there and it was a bad webinar. We had like dozens, probably hundreds of emails and comments of like, "Can I have my money back for a free webinar? This totally sucks. Worst experience ever." It was awful, right? And what was interesting is that really scarred me for a while, from doing presentations and from doing anything where I pitched live. And so I basically went and I just did sales from that point on. I did lots of presentations. I did lots of content. But I did not actually go and pitch because really, it was like PTSD almost. Right? It was like, "I don't want to go back there." And what was interesting is I went and I would do sales, and I got good at sales, but sales is hard, man. Sales is just a different game. It's just like pushing and pushing and pushing and pushing. Right? And then my brother died, and out of just sheer not knowing what to do, I just started sharing my story because at that point you're like, "What do you do? My whole life is messed up at this point. I'm so confused." And so I just start sharing what I was going through, and I start sharing things of like the emotions and what I'm learning and what I'm going through. And I remember people just started buying, and it was like the weirdest thing, because I wasn't selling anything. Right? But I would go through and I'd be like, "I'm super grateful and thankful to have an audience right now because I'm able to go through and have a business that allows me to go and like be mobile and go to my brother's funeral or whatever." And then people started buying my programs. And I was like, "What in the world?" And then I would share other things, and then people would start buying. And I'm like, "I'm not actually selling these things. I'm just talking about my life." And what was interesting is I went back eventually later that year, and I went back to all these different people, and I was like, "Why did you buy this product?" And they're like, "Well, because you told such and such a story." Oh, that's interesting. So then I went over here and I was like, "Why did you buy that product?" And they're like, "Well, you guys told such and such story." And it was a completely different story. And it was like they were buying because they would hear a story, and they would associate that story with a product that I was selling, and they would go buy it. And so I had all these different products and all these different stories, and I was like, "Okay, well, I got to figure out what's the one story that I want people to figure out?" Right? So I could sell the one product. And so that's what I've really been focused on recently. But that lesson taught me that storytelling was everything, because I had heard that from you a million times. Right? Russell: Yeah. You didn't believe it. Josh: Story, story, story, story. Right? And I'm like, "I'm telling stories, Russell. What more do you want me to do?" But I wasn't. I was telling facts and I was going out there and trying to sound smart. And when I just let go of it all and was like, "This is the story, like the real, the raw, the genuine. I'm not trying to sell you anything. This is legitimately what's going on in my life." I made more money and more sales than I had before. And so I would love for you to talk about... Like I know in Expert Seekers you go through like storytelling and all the different, the core four stories, and the change of false beliefs. But what's the key? And maybe that's it, like going back through that. And that's fine. But like what's the key to telling a good story? Because I think not only do people... And there's a follow-up question to this, which I'm not going to tell you what it is yet. But what are the elements that make a good story? What actually makes a story work? And how do you tell one effectively? Russell: Yeah. First off, it's fascinating because I went through a very similar journey when I got in this world too. I remember going to my very first event. I saw people selling from stage, and seeing the numbers and doing the math, I was just like, "This is crazy. There's no way this actually works." And then I remember getting invited to speak at a seminar, and it was different because webinars are painful, but man, standing on stage and doing a pitch, and then it bombing was even worse. Because it's just like all these people, nobody moved, and it was just like... In fact, I remember I was like, "I'll never, after the first one, I'll never do this again." That was the worst experience ever. And that's when I joined the Dan Kennedy world, and they had this public speaking course. It was like 40 CDs. I remember the pack was like this thick of CDs. And I bought it because I was like, "I want to figure this thing out." I started listening to him. And I don't remember the course at all, other than this feeling of just like it's not teaching. Teaching is not what gets people to buy when you're on stage. It's telling these stories that connect with people. And it shifted my mindset, and so it shifted to the point where I went and tried again. And the next time I tried, I tried to weed these things in, and I got like six sales, a thousand bucks apiece. And I was like, "Oh, okay." Like I got the reward of like this actually worked. And then I was like, "Okay, do it again and do it again." And then you start getting obsessed with it. And then for me, most of my education for the next five years... Because there wasn't a lot of people that had courses on public speaking or things like that. There were a couple, but there wasn't a lot. I just went... And from a timeline, it was before the big 2000 whatever, the big crash in 2008 or whatever. And so there were events happening every single weekend. So I'd go to an event every weekend, and I would sit there and I would just watch the people speak. And I would watch what they were doing and then see how people would buy at the end. And people, the ones that had the big table rushes and stuff, I was like, "Okay, what did they just do? What'd they do to me? How did they do it? What did they say?" And I was like trying to dissect what they were doing. And then I would model that for my presentations. I'd be like, "Oh, I like how they did that part, how they told the story or how they got emotional." Sort of like just studying. McCall Jones calls it charisma hacking. I didn't know that's what it was at the time. But I was just watching how they did stuff and how it made me feel. And it wasn't just like selling from stage. I started watching religion people as well. Like some of the best presenters in the world are preachers and pastors and things like that. And I was watching just people speak and how they got me to feel and move, and how they told stories in a way that was exciting. And then so that's like this study I started going on. Then I met Michael Hague. I started learning about story structure. I was like, "This isn't just made up. There's actual structures and there's things in place. And this guy's way easier," because now I'm not just guessing. There's actually a pathway. Anyway, so that's kind of my history with it too, but it's fascinating. But I think that if I was to break it down into something for people to understand that's not complex but simple... Because you can go to the Expert Secrets book and it can get really complex. But the simplest form is that if somebody's coming to you, it's because they're looking for something different, right? They want change. They want more. There's some result. And I always think about this like on a mountain because Dan Kennedy used to talk about this. He's like, "You need to become the guru on the mountain. And people are going to come to the base of the mountain, and the closer they get to you up the mountain, the more they're going to pay." Right? So, the base of the mountain, they're paying a hundred bucks a month for a newsletter. And then they want to get closer, they pay 500 bucks a month, then a thousand bucks a month. And for whatever, for 50 grand, they can sit at your feet and talk to you." And he used to always talk about that guru on the mountain thing. And back when I was first studying this, the way people sold was different. It was much more like that. It was more of a status play like, "This is how successful and why you should come up here. And if you want to be like me, you got to come to me, pay me more money." And I never really resonated with that, partially because I'm awkward and I always felt awkward like positioning myself. So I never liked that, and so I started learning about story structure. It was cool because I realized that the positioning of you on the mountain, it's essential, right? But it's not like you sell from the top of the mountain, yelling down to the people. It's like people see you on the top of the mountain, and they're down here like, "I want to be up there." You're like, "Cool." And then it's you coming down off the mountain, running down to where they're at, and being like, "Okay, I know exactly where you're at. Let me tell you my story, because I was in your same spot at one time." Right? And that's the power. So, if you look at the way I do my presentations, I usually drop like one slide or one thing like, "Hey, this is the thing you want." Right? Like, "Cool, I've made whatever." Like I'll do my quick posturing just so they know that I've been to the top of the mountain they're trying to get to. But then I don't stay there. But again, if you watch the old-time speakers from the nineties and early 2000s, they would spend the 90-minute presentation talking about them on top of the mountain the whole time. And I just hate it. So I drop real quick, so you know that I know I've been where we're trying to get to, but I got to come back very, very quickly. And the story I'm telling you is the story, my story, of them. Right? I have to put myself in their spot. Like where was I when I went through the same thing? Because all of us, if you got to the top of the mountain, somewhere you had to start hiking. And you went through that journey to be the guru on the top. Right? And so it's like coming back and remembering where are they at or where were you at, telling your story. And if you tell it the way that they connect, they're like, "Oh my gosh, they are me. I was Russell. Russell went through this. He understands." And there's empathy. Then they trust you. Then they want to go on that journey with you. That's like when you came out and you started telling your story, it wasn't you posturing a position of how great you were. But it's like, "Hey, I've done this thing you're trying to figure out. But let me tell you my story and how I'm struggling, how I'm still struggling, the struggles I went through, and the pain and the fear." And all of sudden they're like, "Oh, I feel that too. I feel the pain. I feel the fear. I understand those things. This person understands me. I can trust them to take me on this journey because he's not going to be the person who's just positioning how great they are. It's someone who I have empathy with. They understand me." And that's the key. Because if they feel like you understand them, then they're going to go on that journey with you. And you do that by telling the story, like your version of their story. Because they're living it right now, and you've lived it the past. You've got to tell that in a way where they connect and now they're going to want to go on that journey with you. And that's kind of the key to it all. Josh: That's super, super interesting. Yeah. Because when I think about story structure, because I've like tried to simplify things down in my own head... Because it's always interesting, because I'll watch everything that you do, and so it's funny whenever I do presentations, people are like, "You're a mini Russell." I'm like, "Well, that makes sense actually. Right?" Like I've watched all this stuff, right? So, but for me, man, going through Expert Secrets, I don't know, it was probably the third or fourth or maybe even fifth time through before I finally actually was like, "Oh yeah, you actually do know what you're talking about." Because every step of the way I'd be like, "But my story doesn't fit in. That doesn't work." Or like, "Mine doesn't have that." Or like, "It's not that systematic." Or, "Russell, it's too much of a science. There's more of an art to it." And then I'd read about it and I'd be like, "This is so scientific." And then I'd watch you do it and I'm like, "That's so artistic." And I'm like, "But they're the same." Right? And so I would try to figure out ways to simplify it down to a way I can understand it. And then once I would understand it, I would plug it into yours, and then it would work. Right? And so for me, it was always like, okay, there's four parts. It's, "How did I get here?" Right? That's backstory. Like, "How did I get to right here right now?" That's like that. And then it's, "Where am I going?" Right? So, the goal, the desire. And then it's, "How am I going to get there?" New vehicle, new opportunity, right? And then it's, "What's it going to look like?" The vision, like what's it going to look like in the process of all that, so we can paint this thing and we get people emotionally attached? And so for me, in my brain... And they don't always happen in that sequential order. Like sometimes you start with the desire, and then you go back, but it has to have all four of those parts. And then I would take that and I would go, and then I would apply it to the Expert Secrets, and then it would start working. Right? I was like, "Oh my gosh, that's what Russell's doing here and here and here." And then you actually have this whole framework out about it, right? And I think one of the things for me is I always go... Because we've done book clubs on Expert Secrets. I teach stories in marketing. I teach stories in personal development. Like stories and storytelling is a big part of what I do now, especially over the last six months and moving forward. One of the questions that continues to come up is... Well, there's two parts. Let me start with the first one. "Hey, Russell, that's all great, but I'm not a leader. I'm not the attractive character that's the leader." Right? "I'm not the person that figured it out and am living my customer's journey." And there's actually a lot more of those people than I thought. I thought most people were leaders because that's what I was when I first got started. So my question is, do you tell this story a different way? Or how is the story different, how is it positioned differently, if you are not the leader? Because I know you're not in your story. You're the reluctant hero, right? And so I tell people, I'm like, "Before you start figuring out your story, you got to figure out what attractive character you're going to be." Right? And we go through the four inside of Expert Secrets. It's like there's the leader, there's the adventurer, there's the reporter, and then there's the reluctant hero. And what's interesting is early on in my journey, I was the hero. Right? I was the one, I was like, "Guys..." I was literally this broke kid, freaking living in a $500-a-month apartment with duct tape windows. And now I'm not, right? And Instagram was the thing, and social media, and here we go. Right? But as I evolved, then the podcast came. And without even realizing it, I became the reporter. Right? And so how does, based on your attractive character, how does that change the story or how you tell it? Russell: Yeah. And it's funny because mine's transformed, not only just throughout time, but in different situations as well. Right? Like sometimes I'm the attractive... You know, when I got started, say when I was an interviewer, so I interviewed people. So I was a reporter for a long time. But then I transitioned to like a reluctant hero. But there's other times, like if I'm on Hockey Live, I'm not the reluctant hero, right? At that time I've got to be the hero. Like I'm coming in and I'm setting authority because I've got a whole group of alphas in the room. And if I don't come there as like the head alpha, they will run me over. If you're like in a situation with Tony Adib, like if I'm that situation, I'm transitioning more back to reporter because I'm leveraging Tony's expertise and things like that. And so I'm going back as a reporter. Same thing with Dan Kennedy right now. You look at... It's fascinating. Like we just bought Dan Kennedy's company, right? We just launched the first Dan Kennedy new offer. By the way, if you're listening, go to NoBSLetter.com and go sign up. But yeah, like... Josh: By the way, make sure you go through my link. Russell: Yeah. But look at like how I've... It's /JoshForti, yeah. Josh: Yeah. Russell: But if you look at like how I'm positioning this offer, it's not me coming as like Russell's the alpha. Right? I'm coming back here as like, "This is my mentor. Boom. And I had this chance to acquire, but I'm going to go through 40 years of his stuff, and I'm bringing it back to you." And I'm pulling these things out, and this is what I learned from Dan and what I learned from Dan here." Right? And it's me coming back in a reporter role with my mentor, and that's how I'm introducing the world to him. So, it shifts, right? It shifts based on the story and the situation. Like what are you using it for? Right? Like I could've come in and be like... Because there's different posturing. Like I could've come in and been the hero and like, "I bought Dan's company. We bringing it back from the dead. Da, da, da." Like put it on me. But that story, first off, didn't feel good. But second off, it's not the story that needs to get people to move. The stories to get people to move is me giving homage to this guy who's changed my life, and now I'm going to be having the chance to bring these things back to you. Like me becoming the reporter back in that phase, in that business and that side, is a more powerful story to use. Right? And so it's all coming down to figuring out what's going to be the best story, right, in this situation and where you're at, and thinking through that. Because right now you're in a reporter role, but other times I still see you, you shift back over where you're running different things. So it's just trying to figure out what's... Again, these are all tools. I was talking to the Two Comma Club X members this week. And part of the group's doing challenges, part are doing webinars, part are doing different things. And they're like, "Which one should I do? Which one's the best?" I'm like, "No, it's not which one's best. These are tools. Like this is a hammer, this is a saw, and different jobs and different tools." And so it's like if I'm coming in here, I want a hammer, but over here I want a saw, and here I want a hammer and a saw, because I'm going to do this thing. Right? And same thing with stories, understanding that. Like your attractive character can shift. Mine's shifted more throughout time, but also situationally it shifts where it's like, okay, this is the role I need to be here, and it's okay to shift back to reporter. I've seen people, in fact... Well, can I drop names? Yeah. Who cares? So like Grant Cardone's a good example. I love Grant. Grant is like the leader, right? And at 10X, after we set all these sales records, Grant was going to shift to the interviewer and he was going to interview me. And it would've been a really fascinating thing for him to pick my brain and ask. And we sat down and we got in the thing, and he sat there for a second, and all of a sudden he was like, he didn't want to. He thought like shifting to the interviewer was a decrease in status. And he literally stopped before he started and said, "Actually I don't want to interview you. I'm going to have somebody else do it." And he got off the little thing, had somebody else come in, and that person interviewed me. And I was like, "Ah, dang it." It would've been so powerful for him. Josh: Come on, Grant. Russell: It would been so powerful for him, for his positioning, for people to connect with him better, if he would've come off like, "I'm Grant Cardone." You know, trade, come down for a second, and done the reporter, and been excited. Because he genuinely was excited. He, backstage, was freaking out. He was like, "I've never seen what you just did. That was amazing." Like it was this cool thing. And it humanized him for a minute. And he could have had that moment where he did it, and he didn't. Whereas me right now with Kennedy, I'm paying all homage to Dan. He's amazing. And it, first off, makes the offer better, makes the story better, but it also makes me more... People connect because now it's like they're the same thing. Like, "Oh my gosh. I have mentors. I can be excited about what they're learning." I don't have to posture all the time where I'm the only person. You know what I mean? Josh: Yeah. Well, it's super interesting that you say that because studying influencers has been something that I've kind of geeked out about. And one of the things you talk about in there, in Expert Secrets or whatever, is the attractive character has flaws. Right? And when the attractive character owns those flaws, it actually makes their supporters love them more. And what's interesting is that I've looked at people like Trump, and we're not trying to get political here in any way, shape or form, but one of the big criticisms of Trump, even from his own people, and I being one of those, is he never admits when he's wrong. He never will step down and even give the idea that somebody else could be right. And because of that, that actually hurts him a lot more in the long run than in the short, than it gains him in the short term. Right? And so it's that same concept. And then I look at someone like a Dave Portnoy, right? And do you follow Dave at all? Dave Portnoy? Okay. So he's the founder of Barstool Sports, and he's the one that did the Barstool Fund and everything like that or whatever. Here's a dude who, I mean, his fan base is not as large as Trump's, but as far as like fans and fans, people love Portnoy. Right? Like, I mean, there's his fans. But he makes fun of himself constantly, right? And he's constantly coming back and being like, "Yeah, I messed up." All of his bets are public because he owns like a gambling or a sports betting company. So you go to his Twitter and it's nothing but all of his wins and then all of his losses. Right? And so you can see both, and people just love it. And anytime people are trying to bash up on him, all of his supporters come and they're like, "Yeah, we know he's an idiot. Right? But he's an amazing idiot. Yeah." Right? And so it's like when you show that other side, people connect to you even better. And it's such a fascinating concept because it's opposite of what our brains think. You know what I mean? Russell: A hundred percent. It's counterintuitive. Like we want to always posture position, thinking that's the... It's just like the guru on the mountain we talked about, right? Like in the eighties, nineties, every expert wanted to be the person, the infallible expert up here at the top. But man, that's not what gets people to connect. It's the coming down and like, "Dude, I struggle too. I remember the pain. I remember the pressure, the fear, the scare, like all those things." And that's what connects people. People crave connection now. Maybe there was a time in history where people just wanted the other thing. But nowadays it's not that way. People connect with vulnerability. But it's hard, it's scary, because it's like... In fact, Natalie Hodson, I think she quoted Brene Brown, but she's the one that told me this. She's like, "When you're vulnerable, you feel small, but people looking at it, it feels makes you feel big to them." So it's a weird thing where you're like, "I feel horrible," but it makes them look at you and like, "Oh my gosh, this person's willing to say things I'm thinking in my head and I don't dare to talk about because of my own fear and anxiety and status, and all those kind of things." And it gives them that thing, and that's what gets people to connect with you. It's really fascinating. Josh: Yeah, for sure. For sure. Okay. Last piece on this, which will take up the rest of the time for sure, is the number one question that I get hands down when it comes to stories... I'm sure you've heard this a million times, but in the odd case that you haven't, Russell, your people want to know this. Okay? The number one question is: How do I know which story to tell? Russell: Ooh, that's good. Josh: Right? It's the hardest thing because people are like... And it's always hilarious because I'll sit down and I'll be like, "Well, what story are you trying to tell?" And they're like, "I don't know." And I'm like, "Well, here's your life story." And I will tell them because I'm like their coach and I've been around them for six weeks or whatever it is. And I'll go, "Here's your story. Boom, boom, boom." And I'll summarize their entire life in 30 seconds. And they're like, "How did you do that?" And I'm like, "Because it..." Well, anyway, I want to know the answer to their question. How do you know what story to tell? Because everybody has these. We're so close, right? And for me, I'm about to turn 28, right? My 28th birthday, we'll do a big birthday bash. Russ is coming on. It's going to be great. We're going to want to do podcasts. It's going to be so cool. Right? But it's like I've got 28 years worth of experiences. How do I know what to tell? Russell: Yeah. It's fascinating. When I wrote the first version of the Expert Secrets, I didn't know that was the question people had. I didn't even know how to answer. It never crossed my mind. And anyway, I wrote the second version of the Expert Secrets and I'd seen it, so I'd updated it. But no one ever commented. And it wasn't until... Actually, you came to it. You came to the most recent FHAT event I did, right? The expert one? Yes, okay. Josh: Yeah, not the e-com one, but yeah. Russell: Yeah. So the first time I shared that publicly was at that event, and I remember it was fascinating because Steven Larson is probably one of the people that have studied me the most. And he raised his hand like, "Oh my gosh." He's like, "I finally understand what story I'm supposed to tell." And that was coming from Steven who like... And I was like, "Interesting." So, this is the problem I think that... And I always tell people, "Tell your backstory. Tell the origin story." So they're like, "Okay. I was born in Provo, Utah, March 8th, 1980. It was a cold night." And they, they go back to there, right? Because they think that's the story, because I tell them, "Tell your origin story." And it wasn't until at that event... Again, I think, I'm pretty sure in the second version, the hardbound version of DotCom Secrets, it's in there. But it was that event where I really said, "The story you're telling is not like your origin story. It's your origin story of how you came upon or created or figured out your framework. It's your interaction with the framework you're sharing." That's the key, right? So, when I'm talking about the perfect webinar, for example, the origin story I'm telling is not my origin story. It's my origin story discovering this framework. So, for example, I went to Armand Morin's event and I saw people speaking on stage. I did the math, and then I spoke on stage, and I looked like an idiot. And I went back home, and then I bought Dan Kennedy's course. I realized it was wrong, and then I went through the thing. And so it's that story, it's how I learned or I earned this framework. Like how did I come up with... What was the things I went through to discover this gem that I'm bringing now from the top of the mountain down to them, saying like, "This is the thing I found out, and this is the story about how I found it. Let me share it with you." And be like, "Ooh, I want that gem. I want that gold nugget." And then they come with you on the journey to go and get that with you. So, that's the most simple way I've figured out how to explain it. I'm curious on your side, because you've explained versions of this as well, would you add to that or change it? Or what are kind of your thoughts on it? Josh: Well, so let me start by telling you the biggest struggle that I had. Like I'm talking for over a year of reading Expert Secrets, I struggled with one specific thing that I could not figure out, and it was the question that I wanted to ask you for the longest time. And then like right before we got an interview, I figured it out. I was like, "Oh my gosh." But it was I didn't understand the difference between the backstory and secret number one. And what I meant mean by that is like, to me, I'm like, "First you discover funnels, and then you teach them the framework for funnels. It's the same thing." But then you would say they're different. And I'm like, "How?" Right? Like I don't understand the difference between those two things. Now, at first I didn't understand it at all. And then kind of my first epiphany or my first breakthrough was, "Oh, wait, wait, wait, wait. First the backstory introduces the thing. And then secret number one has the framework for the thing." Right? And so then that was kind of my first realization of like, "Okay, these are separate. It's one, it's the thing. And then the framework for the thing." But then I would look at your webinar and I would go, "Russell, Russell, what's your framework? Like what's the framework to build a funnel?" I'm like, "It's hook, story, offer." That's what I thought, right? I'm like, "In order to build a good funnel, it's hook, story, offer." And then I was like, "Well, maybe that's not the framework. Maybe it's add all the upsells and break the beliefs, and then go through." And I was like... But no matter what it was, it was never... Like the framework for building a successful funnel was never to go and model somebody else's funnel, and then build all the up. I'm like, that's a thing, but that's not the parts of a funnel. Right? And so I got confused because I thought the framework that I was supposed to teach in secret number one was the parts of the thing, not the framework for how to build the thing. Right? And so I think one of the biggest 'aha' moments for me is like each part of the webinar that you're doing is its own separate section, and they build off of one another, but they're also each standalone. Right? And so I thought that the backstory or that the story that I told in the backstory was the story through the entire webinar, and it's not. Right? And so whenever I would hear you say, "Well, tell the backstory about how you learned it and how you earned it," I thought it was like that was the story for the webinar, and then I had to go through and tell each thing. And then I realized that there's a separate story for each thing. Right? There was a separate story for the backstory. And by the time you're done with the backstory... And I think it was you that said it. I go back and forth. I really like how Dan Henry explained some of the things specifically when selling courses, because that was the other problem, was you were selling a software and I was like, "Well, what happens if I'm not selling a software? Oh, crap. Where does it fit in?" Right? But I think it was you that said by the time you're done with the backstory, there's a percentage of your people that are ready to buy. And I'm like, "Whoa. That's the story that I've got to figure out." And so for me, I was like, "What is the story that I have to tell, that if I were not allowed to tell secret one, secret two or secret three, people just took me at my word that what I said was the solution to their problem? What's that story that I have to tell that people would go and buy?" And I became obsessed with that, and that's what I call a master story. Because I'm like, to me... And that's why I was telling you where I was geeking out about it. I'm like, to me, once I figure out that, and I've gone through and taught all these students how to teach stories, if I focus all of my time on the three secrets, we never get anywhere. Like literally. It's ridiculous. We'll spend so much time, and then they'll do the presentation and it won't work. But if I spend 80% of my time on just the backstory and we get that right, they basically figure out the other three secrets like that. And I spend 20% of my time in the other three secrets. Russell: That's fascinating. Josh: Yeah. Russell: Because I spend both of my time doing the three secrets, because that's where people get stuck on my side. But man, the way you frame that's really cool, because I always think about... There's different markets I go after, right? So if I'm going after like a beginner market, my first thing is telling the potato gun story, because it's like, "I had a potato gun, we had an upsell, da, da, da." And for beginner, like... Josh: Which 100%, by the way, 100% of what I've done... The last like six, three months I've been doing sales calls like crazy. Whenever I mention the master story, I go, "Hey guys, do you know Russell?" They're like, "What's the master story?" I'm like, "Do you know who Russell Brunson is?" They're like, "Yeah." I'm like, "Do you know the potato gun story?" 100% of the people say yes, every single time. There's not been a single person... I'm like, "That's his master story when it comes to funnels." Anyway. Russell: That's always interests me because I have a different master story if I'm going over like a more advanced audience, which is the master story of no VCs. Right? So it's like, "We're competing against InfusionSoft and all these things. They had a hundred million dollars in funding. We didn't have any money. We were broke. And so we put this thing together. Da, da, da." And they're like, "Now we get customers for free, and then they buy software." And that master story is what sells it to more of like the corporate, like the business owners who think through the world of like investing. So, that's story that I lead... If I talk about potato guns with them, they're lost, right? So again, it's like, people are like, "But I only have a story." It's like, "No, you have different stories. What are the stories that fit the audience?" Dan Kennedy 101, message to market match. Like how do you connect these things? Right? It's like here's the market I'm talking to. In fact, I think you know this. We bought Doodly.com and we bought like Brad Callen's whole company. And these people, I didn't realize at the time, I thought they were internet marketers using software to make sales videos. But no, they were actually course creators who don't know anything about marketing. And so I went and did my webinar pitch to these people and it bombed, and it was like the worst thing ever. And I was like, "What?" And it was like, "Oh my gosh. I didn't understand the market." And so I had to change. So we rewrote it, changed the story, changed the thing to match the market we're going after. And now it's converted really well. But it was like, it's just understanding that in every situation, like figuring out, "Okay, who am I actually speaking to? So there's the market. And what's the message, the story I think I have that's going to match that to then bring them into our world?" Because I'm selling the same product, no matter what, but there's different stories that's going to hit different markets as you go through. You'll probably hear me quote a lot more Dan Kennedy in your future, as I'm going through all his courses again right now, and having the time of my life with it. So... Josh: Yeah. Well, it's just interesting, just going back to that one concept of like the first core story, the master story, the backstory of it all. I think one of the big problems that I know I ran into this is, once again, I thought the whole webinar was designed to teach and educate. Like that's when I would introduce and teach it, the whole entire process. But it's not. Like secret one, secret two, secret three are designed to educate on the thing that you introduce in the backstory. Right? And for me, with the people I work with on a pretty consistent basis, it's like they don't understand that either. And so when I go in and I'm like, "No, no, no, no, no. Forget about teaching them about it. You have to teach them what it is, why it's so important." And I always go back to that story when you were like no one was buying it and then you're like, "Do you understand what I went through then?" I'm like, "That! That's what you're trying to create." It's like forget the framework for it. Forget how it works. Forget why it worked for them. Forget the external objections for a second or whatever. Like what do you have to do that, if you didn't get to do anything like that, how would you convince somebody that this is the most greatest, amazing thing, and then be like, "And just take my word for it that it's going to work for you." Like, what's that story that you would tell? And for me, once I identified that was what it was, and I started working on my students with that, all the rest of the webinars and find new challenges and everything became easy. Whether it was Catherine Jones when we worked with her, whether it was Brad Gibbon, casual tactics, like all of them, it was like, once we figured out that, then all the rest of the things fell into place. Russell: Yeah. It's fascinating because the reason why I bombed when I first started versus why I started studying dance stuff, is that realization of just like, "They haven't bought into the fact that they want to funnel yet or that they want weight loss or whatever the thing is." Like your only goal during the webinar or the challenge or whatever is to convince them that this is the vehicle that's going to be the most likely successful to get up on that mountain and get the result that they've been looking for. Because they've been looking for the result for a long time, right? I think Katlyn said the average woman goes on eight diets a year. Right? So it's like, now that they're like, "Oh my gosh, I'm going to lose weight." It's not like this, "Oh my gosh, I'm going to make money. Oh my gosh, I'm going to..." Like, they already want the result. They tried three or four other things. You're trying to convince them that your presentation or your challenge or whatever is to convince them that of all the different potential opportunities, that your new opportunity is the one that's most likely to get them success. And if they buy into that, then you can take them on the journey. But you start teaching around the gate. You're trying to take them on this journey, and they're like, "Wait, but there's like 10 other options. I don't think you're the right... I don't even know if you're the right option. I have no idea." So your job and your role is 100% only there to convince them that this is the most likely thing that's going to give them the success they're looking for. And yeah, then you won. Then you can bring them into world. Now you can serve them. Now you can change their life. But until you've sold them on the fact that your vehicle is the one that is most likely to give success, you can't serve them. You can't change their life. You can't do anything. And so that's what we got to become really good at is that transition. So, anyway, so fun. Josh: All right. Well, that'll wrap up the story episode there. I think that was really, really good. I think we got a lot accomplished. Russell: We should go, another time, or next time you're a voice, we should do like a half-day live with everybody on like the master story. That'd be fascinating to go deeper just on that, without the context of having to have all the rest of the webinar things. I'd love to geek out with you deeper on that. So, there's the thought. If you guys want more of that, you got to let me and Josh know, and maybe next time we're around some UFC fight or some fake YouTube boxing fight, we'll plan something fun like that. Because that'd be really cool to go deep on that. Josh: That fake YouTube boxer fight, that's 5 and 0, right? Oh, man. All right. Russell: All right. Thanks, you guys, for listening. If you enjoyed this, please let us know. Tag us on social. Tweet us out. Instagram us. YouTube... I don't know. All the different places. Josh: Don't tweet us. Russell won't tweet at you. He'll just fake like your tweets. Instagram? Instagram. Russell: Tweet at Josh, and then I'll share it. Josh: Yeah. Russell: My team will share it. Anyhow, let us know. We're enjoying doing these, and hopefully you guys love them as well. And the last way, if you want to help grow this podcast, please just tell other people about it. And yeah, that's all I got. Thanks, everyone. Thanks, Josh.

Russell and special guest Josh Forti dive deep into funnels,  storytelling, and building your own reality. Find out how to break free of what's expected, how to create your own rules, build your own world, and be OK with being different. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: What's up, everybody? This is Russell Brunson. Welcome back to The Marketing Secrets podcast. Today, I've got two things for you. Number one, I got kind of a cold so if I sound a little funny, that's why. Number two, is you guys loved our last three podcast episodes with Josh Forti, so we thought we should do it again. Today, we jumped on a call and we recorded three more episodes for you, and they've been a lot of fun. The first episode was all about just kind of... It was an interesting conversation, and I think it took us a while to get exactly to the point. But by the end, the end of of it wrapped with some really cool thoughts and ideas and I think some clarifications that'll help you guys a lot. But it was all about I'm in this world of funnels, and how has that affected my world perspective, my world view and, everything else happening around me? And how does that work for you with the thing that you're most passionate and most obsessed with? And so I think you guys will enjoy this conversation. With that said, I'll queue up the theme song. When we come back, you have a chance to listen in on a conversation with me and Josh Forti. What's up, everybody? It's Russell Brunson. Welcome back to The Marketing Secrets podcast. A little while ago, Josh Forti and I did a couple episodes. We've done this three times now technically. This is the fourth, but we did an episode a little while ago, just to see how you guys liked it. And the feedback was amazing. I got tons of good feedback. I think you did as well, right? You saw everyone. Josh Forti: I got tons. I sent you some of them. We convinced somebody to start a podcast over it. Russell: Because of the... Yes. Josh: Because of the podcast. Russell: ... podcast. We are having little podcast babies now because of what happened last time we hung out, and I'm pumped. We're jumping back in. We got three episodes of recording today. I know the title of the topics, but that's about it. I don't know where we're going, the direction, but I'm pumped and excited and just grateful for you, man, doing these. I really enjoyed it last time. I left afterwards pumped and on fire and had a ton of energy, so I'm excited for this. Josh: Heck yeah. That's awesome. Well, are you sick? Russell: Yes. I have a little stuffy nose, so I apologize in advance if I sound... My voice sounds deeper though, so I sound more masculine which is kind of cool. But yeah, definitely got a little bit of a cold. Josh: Oh, man. As long as it's not COVID. Russell: Oh, yeah. No, I did that. We're good. The antibodies are flowing through my body, so I'm pretty good there. Josh: Heck yeah. Russell: Well, what's the plan today? What are we talking about for this episode? Love to get kind of- Josh: Are we doing intros or are we just jumping in? Russell: This is the intro. I'll do intros. Josh: This is it, we're in. We're rocking and rolling. Russell: We're live. Let's go. Josh: All right, all right. Let's dive in. Dude, interestingly enough, as I went back and I started going... By the way, I actually listened to all three of our episodes, even though we did them. I actually went back and listen, because I'm that geeky nerd. I was talking to one of my friends. We were sending VOXs back and forth to each other and he's like, "I just listed to my vox back to you." And I'm like, "I'm glad I'm not the only one that does that." And he's like, "Oh, no, you are the only one. I just did that one time." I'm like, "Crap. Dang it." I go back through it. I listen to VOXs and I listen to podcasts. I'm trying to figure out how I could've made them better. But what's interesting is I wanted to take this one a little bit of a different route today, to kind of kick things off. Because normally, I'd say there's two types of podcasts. There's educational podcasts, which is you're talking on a very specific topic, and you're trying to educate people on that. And then there's entertainment podcasts. Entertainment is much more... Maybe it could be educational still, but it's not designed to educate you on one specific thing, and then break all the beliefs around that thing. And then do the whole perfect webinar thing on a podcast episode. Whatever. But rather, just kind have an open conversation. And I want to open this one up, talking specifically about funnels. And not funnels and how you build them, but I want to know is funnels a worldview for you? And what I mean by that is right now, I'm really, really big into storytelling. That's kind of my thing that I'm geeking out about, is how to tell amazing stories. And I call it the master story. That's the core thing that I'm trying to figure out right now, is the master story for me is what's the one story I got to get people to believe? After they believe that story, they'll do whatever I want them to do. It's the big domino statement of stories. But as I've done that, I've kind of gone out and everything in my life now revolves around stories. I'm like, "Oh, story there, story there. Oh, that's the story? Oh, that's the story." And my whole life now is just everything is stories. Obviously, I'm a huge fan of Expert Secrets and Dotcom Secrets, and you wrote those books and everything like that. You talk about kind of building this world and this identity, and bringing everybody in. And so I'm curious for you, where do funnels play into your life besides just marketing? Is this a worldview? Is this a lens upon which you view the world? Russell: Everything. Yes, for sure it is. It's interesting. I still remember back when I first got in this game, and I was learning marketing, and then I started studying Dan Kennedy's stuff and started... And I remember starting after I got that, some of the initial inputs of this world. What's the Matrix? The red pill or the blue pill. I took the pill and all of a sudden I was like, "Oh, my gosh, I see the world differently." And for me, it was fascinating. I started loving, I became obsessed. In fact, you can ask my wife this. We first got married, we listened to the radio and commercials would come on and she'd want to change. I'm like, "No, no, no. What are they doing? Did they do a good job did, they do a bad job, and how could they have done it better?" I started geeking out on that and I started watching more infomercials. I started watching as you go down the highway and you see the billboards. "Okay. That billboard, did it make me do anything, did it not? Was there a call to action, was there not? If there was, what did... " I'd get my phone out and I call the number and like, "What happened? What was the sales pitch?" And I started seeing behind the curtain of what was happening, and I became obsessed seeing that. And I remember, this is probably a little bit prior to this, but after I started seeing things I started realizing how things made me feel. I remember in high school, I was the wrestler, as you know. and I was into my health and fitness. I didn't understand it back then, but I do remember Bill Phillips had a magazine called Muscle Media. This is probably way before your time. But it was the first muscle building magazine that wasn't... All the other ones were these dudes who were just steroided out. And Muscle Media was the dudes and the ladies in it was who you want to look like. That guys looks amazing. And he had a supplement company called EAS he launched, and so I got into supplements and got into Bill Phillips. I got into his world, where I was reading his magazine articles and buying his supplementsm and it was cool. But I remember I wanted to buy some... I can't remember what the new supplement was. And there was a GNC close to my house.And so I remember jumping my bike, riding down to GNC, being so excited to buy a supplement. And I walked through the door, and as soon as I walked through the door of the GNC, the person came out and was like, "Hey, how can I help you?" And I'm like, “uh…”, and kind of freaked out. I was like, "Oh, I'm just looking." And I got all nervous and then I kind of wandered away, and then it felt like the person was kind of following me and everything. And I remember I came there cause I wanted to buy something, but I felt so uncomfortable, excuse me, that eventually I just snuck out and I left. And I was like, "I didn't get the thing." Because I felt so uncomfortable in the process that even though I came there with my money in hand, ready to buy something, I didn't because I didn't like the process. And I noticed, I don't know if you ever go into a GNC. As soon as you walk in, they always come and they pounce on you. And even to this day when I walk into GNC, it's one of my favorite stores. But I know the initial anxiety of the person pouncing on me asking if I can help them, or what I'm looking for. I'm like, "I don't know what I'm looking for. I want to literally read the back of every label of every bottle here. I'll come to you if I need help, but don't come and pounce on me." And I started realizing that and I started thinking, "If this was my story, how would I have wanted to be approached?" And I started thinking the script. And I started thinking if I came in the door and the person says something like, "Hey, welcome to GNC today. I'm over here. If you need anything, let me know." And it was more of a deflect, I would've felt more comfortable. I would've walked around, then I would've felt comfortable coming back the person. And I just started thinking through that. Anyway, that was before I learned marketing. I remember feeling that way, and as I started studying marketing I was like, "Oh, my gosh. I now know why I felt that way. The script was wrong and the process was wrong." And I started thinking through things more like that. And I'm sure it was annoying for my family. We'd go to a restaurant and I would notice how did the server do things, and what did they say? And it started opening up for me. In fact, my junior year in high school during the summer, I got a serving job and I was serving tables. And I remember, because I would split test different things to see what would give me more tips. If I said this to a person versus this. And I remember in fact, this is a 17 year old kid who's stuck on himself. I'd roll my sleeves. "If my sleeves are rolled up and they see more of my arms, would it be higher?" And literally would split test this thing to try to figure out how to increase them. And it's just weird. That was when I was young, and definitely it's messed me up nowadays, because it's hard for me when I see every ad, everything. I want to go deep into things, and I do sometimes but sometimes it takes me long rabbit holes. I don't know if that answers the question or not. Josh: Okay. Well, I want to kind of dive further down deeper into that, because I want to expand beyond just marketing as well. Because I think any of us as marketers when we have the light bulb turn on, you take the red pill or whatever it is. I remember for me, I had that first experience with money. I grew up in a very small, small, small town. The two towns collectively combined had 750 people in them, and one bank and a gas station. Very, very small world. And then I started learning about money, and I'll never forget the day that it clicked for me. I was actually out in... I had already moved to Nebraska, and I started to realize how money flowed. And I got done reading this book, and I remember I picked up the phone and I called one of my friends who had been teaching me about money. I'm like, "Dude, I get it now. I get everywhere around. I can't not see how money is flowing and where it works." I'm like this, and now I have all these questions about it. And so I totally understand when your lights come on, you start seeing the whole world through that, for that specific thing. But I want to know what about other areas of your life, and how funnels and your viewpoint of funnels has affected that. And what I'm trying to get at and understand, is you talk a lot about in Expert Secrets, we're building this identity, we're building this community, we're building this movement, this calling. And what's interesting for me I've noticed, is that when I first got into this space, I was so new that the preconceived notions of what people should do or should not do did not affect me. Because I didn't know anything. I was like, "I know I'm an idiot." people were like, "You're doing that wrong?" I'm like, "Probably." And there was no ego in the way of it. But then as I grew, I thought there were certain ways that I had to think, or there were certain things that I had to do. And then if I broke free from the mold that everybody else was doing, then somehow that was wrong. And I struggled with that. Thankfully for me, I didn't stay in there. But what helped me get out of it, is I gave myself permission and I literally was like, "I'm doing my own world over here. Everybody else, they can have whatever it is that they want. They can make more money than me, that's fine. I'm building this own little thing." And when I envisioned myself stepping into this world, then I was allowed to make my own rules. And so the rules had to follow everything else, but people would be like, "Josh, it's super weird that you think about everything in marketing." And I'm like, "But that's my world." And so everything about my life, from what I buy, to where I live, to who I hung out with, was all shaped around that. And for a while, that was weird. And whenever I would go to my friends it was like, "You're weird." And I struggled with that. But then once I gave myself kind of permission to be like, "Well, that's just literally how I think. That's my world, and it's okay to be different." That really freed me. And so I'm curious. How has funnels shaped your world outside of only marketing? And what would you tell somebody? Would you tell someone it's okay to like view the world through whatever their new opportunity is, in all aspects of life? Does that make sense? Russell: I think so. It's interesting, because I know you're trying to get outside of marketing, but it's fascinating because in my vision of the world, like everything is marketing. Josh: That's what I'm saying though. That's what I'm saying. Russell: When I meant my wife- Josh: How has that affected relationships? When you are dealing with a problem in your family, do like go like, "What's the funnel for this?" Does that make sense? Russell: How do we craft the story, the pitch, the thing. But it's true, because I think about when I met my wife. When I met her, there were multiple people who... She was the prospect and multiple people all competing for her attention. It was like, "Okay. I've got to create a better offer. I'm not the best looking guy, so I got to... What are the tools I have to increase the value of what I have to be more attractive to her?" And things like that. With my kids right now, it's tough because my kids have got so many distractions and there's things that are way cooler than dad. I'm always trying to think through that lens of, "Okay." Josh: Wait, there's people cooler and Russell Brunson? What? Russell: You could never be a prophet in your hometown, they say. You're never cool to your own kids. But it's tough though, because I'm competing against all of... For my kids, the rappers that are in their ears, and they're listening to all these people who... That part of the world. And they got their friends and they got these... There's so many things we're competing against. It's like, "Okay. Well, how do I take them on this journey to be able to help?" And you talked about universe building, which is true. In fact, I'm working on a project with Dan Kennedy right now, and it's all about that concept of universe building, and things like that. And you look at the big companies that have done it successfully, that's what they did. Walt Disney built this universe. In fact, I've listened to the interviewed me and Dan did on Funnel Hacking Live, and he talked about Walt Disney and Hefner were basically the same business. He's like, "One had bunnies and one had had rabbits or whatever. Or one had mice, one had bunnies." But it's the same business, right? They both had a universe that people came into. And I think about that. We're doing the same thing. You create a universe for your customers. That's a lot of what the Expert Secrets and everything is about, creating this customer universe. But it's true in your office with your team, it's true with your family, it's true with your relationships. You're kind of trying to craft this environment that makes people first off want to be there and to be part of it, and then to persuade people to hopefully get the things you're looking for. All of us are in a persuasion business, even we don't want to admit it. And people are like, "I don't persuade people. I don't manipulate people." But you are. What do you want to eat for dinner tonight? You got to persuade the other person. What movie do you want to go to? Are we going to go out tonight, or are we going to sit home on the couch? You're always in this thing of persuasion. And if you look at any kind of sales environment, is the number one. The biggest, one of the most important things when you're trying to sell somebody something, is the, the environment. The universe that you put them in. It's the reason why if I do a pitch on a virtual event, where somebody is at their own home, in their own environment, and I'm giving them a glimpse in my environment. I can convert and I can sell people. But I do the exact same presentation at Funnel Hacking Live in a room where I control the environment, they're in my universe. My sales were 5-6X, even though it's the exact same presentation, exact same everything because I'm controlling the environment. And so my home, same thing. How do I control this environment, my home? And how do I structure things? And how do we set the same things? You think about in the ClickFunnels ecosystem, we've got these awards. We got the Two Comma Club awards, Two Comma Club X. We have things like that. How do we create these things for people to strive towards inside of our families? Colette and I did that a couple years ago. We were trying to figure out what's our family goals. Do we have a goal? What does that look like? What's something that we can collectively all work towards together? And in the Mormon church, one of the biggest goals is you want to get married in the temple. But to get married in the temple, you have to be living worthily. There's all these things to do. And so as a family, we set a goal. How do you explain it? If my kids get married in the temple, their younger siblings won't be able to go, because they're not old enough to be able to go into the temple to actually witness the marriage. The goal we set as a family, we set a goal of when Nora... Because Nora is the youngest. When Nora gets married, the goal is we'd love her to get married in the temple, and we want all of our family to be there. Which means all of our family has lived in a way where we're worthy to be there together as the family. That became our family goal, and it's this thing we're all shooting towards. And it's fun, because now when I'm having family conversations with my kids, it's like, "Hey, you shouldn't be doing that." It's like, "Hey, these are things that are keeping us away from our family goal." We want to do this thing in 10 years from now, 15 years ago, Nora... But the way you're living, you're not going to be able to do that. And it's less of me trying to tell them what to do, as much as this is the goal we collectively set as a family. This is what we're trying to get to. Same thing in Marketing, we're trying to get the Two Comma Club award, cool. You can go listen to forty other gurus if you want, but this is the path. This is the process. We can get you there, but if you're distracted... It's just kind of a similar thing where, you set the things inside the universe, the goals, the steps. And hopefully, everyone... Not that they will or that they want to. Maybe my kids decide they hate the universe and they want to break out of it, and that can happen, too. People don't think funnels are cool, because they don't like me. I talk too fast or I'm annoying or whatever, and they enter different a different universe, but that's okay. Josh: Yeah. And I think entering a different universe, I think maybe what I'm trying to get at is I grew up, once again, super small town. Super small world, and I just figured there was a way the world worked. Singular. That's how it worked. And as I've grown up, I was striving to figure that out. I'm like, "What's the way the world works?" And I get out there and I'm like, "Oh, my gosh. There's five million different ways the world works." And depending upon whose world old that you're in. And so I was watching the football game last night. We had it on. It was the Steelers and the Vikings. I don't know. By the way, I know you don't watch football, but I'm going to make a prediction on here for all my football fans out there. Patriots are going to the Super Bowl versus Tom Brady. It's going to be Tom Brady and the Bucks versus Bill Belichick and the Patriots in the Super Bowl. Anyway, we're watching it last night and they have this documentary that's coming out. Do you know who John Madden is? Russell: Yeah. Just from the video game. Josh: Yeah. They have this whole thing on Madden and his whole life. And it's coming out, this documentary, and they do little clips, and there's all these different little people talking about it. And they're like, "This dude, you couldn't be around him and not love football. Because he just exuded football in every aspect of his life. At the dinner table, around his family, around his friends, at the... Football, football, football, football." And it got me thinking, because I'm preparing for this interview last night. And I'm like, "That guy's whole life was football. That's how it came about. He couldn't imagine a reality where football didn't exist. "Yet there's somebody else out. There's millions, billions of people out in this world who they never heard of or think about or want anything to do with football." And so here's a guy where his whole life revolves around football. All of his analogies, all of his stories, all of his strategies, everything was football all. And then I was like, "Oh, I wonder if that's what it's like living with Russell." Everything is funnels. And it's like funnels, funnels, funnels, funnels, funnels. I feel like sometimes as entrepreneurs, I know I struggled with this for a while, and I struggled with this a lot more when I didn't know what I wanted to do with my life. When I was still trying to figure out my voice and kind of everything like that. But I'm like, "I just can't be the X guy, because that would be weird. That's not how reality works. That's not how life works. You don't just get to just focus on all of this." But I feel like it is. And I feel like you don't necessarily have to be a single thing guy, but I feel like you can. In the sense of... And that's why I'm trying to get at with you, is I feel like you've gone into this world and you've found the thing that works. And you've said, "Hey, listen, basically, in life you have to know where it is that you're going and how it is that you're going to get there." That's essentially in life, and that's kind of my core premise of everything. I'm like, "I don't care how you live in life." But I'm like, "If you don't know where you're going and how you're going to get there, your life is going to suck. You're not going to have a very fulfilled life." And so I feel like for you, you've figured out, "Okay. Wherever I want to get, this is the vehicle I'm going to use." And you've built an entire reality and universe around that. Yeah? Russell: Yeah, for sure. And it's interesting though, too, because I actually was on a call last night with Stu McLaren at their prediction college here, and he was asking my predictions for the future. And it's interesting because yes, funnels is the thing. It's my lens. And that's what people come to me. It's the lens they come through. But what I think is fascinating, and I see this with... In fact, I told Stu, I'm like, "There's an evolution. People were experts for a while and then they became influencers." And I think the next phase, it won't stick. People will still call themselves influencers, because it sounds cool and they feel the significance of that. But I think the next phase is people are going to become curators more so. Which is someone comes to me for funnels, but it's interesting because my last inner circle meeting, people pay 50 grand to be in the room. There's 100 people in this room and they're here because they want to learn funnels from Russell. We're talking about funnels and then we open for Q&A. And guess how many funnel questions came through? Zero. The questions were, "Russell, I came to you for funnels, but I trust you. I like you." And they didn't say this, but this is what happened, is they wanted to figure out how I curate. They wanted me to curate other thoughts for them. "I trust you in this, therefore what do you think about religion?" And they want me to take all my years of curation of all the ideas like, "This is what I believe." Or they're like, "How is your family successful?" And so they asked me these other questions. And I was telling Stu last night. I'm like, "Stu, you're the membership guy. People come from your memberships. But after they come in, that's what brings them into the door, but then they're coming because they want your curation of other ideas." Dan Usher. I think Dan on our team. It was fascinating, because his favorite band is Rufus or something like that. I don't really know the band that well. But he's obsessed with them and their music, and so he follows them, he loves them and everything. And he just bought his first house out here in Boise, so he needed to get art on the wall. He's like, "Well, I love Rufus. I trust them. They've curated their favorite art." He went and bought everything that Rufus ever said they like for art and put it on his wall. He's like, "Cool. Because I trust them, therefore I want this." And then he bought the furniture that they have in their house, because he trusts their opinion on this and other things. And so I think it's with Madden, I'm sure the football is what brings people in. And they come in there, they sit at the table for that. But then if they like him and they connect with him, then they want to know, "What else do you know?” I want to go down these other rabbit holes with you, because I trust you and I trust your opinion. I trust because you've already kind of done that." I think for me, that's probably more so, is they come in from one thing, but then if they connect with you then they want to dive deep on all the other pieces, the things that you find fascinating. Josh: Yeah. It's almost like they need the in to step into your universe, and then you get to build the rest of the universe out for them simply because you've built trust in that one area. Russell: Yeah. And what's fascinating. If you rewind back in my history 15 years ago, it was tough because when I was trying to create my universe, I didn't know that's what it was called. But it was funny. If you look at the landscape in our industry back then, it was interesting. Jeff Walker was the launch guy, Frank Kern was the mass control guy, Filsaime was the butterfly marketing person. Everyone had a thing where they were the best. Brad Fallon was SEO, and then you had Perry Marshall was PPC, and everyone had their thing. And I came in, I was good at all of this. I'm like, "I'm the guy who do everything." And I'd go to events like, "Cool, what do you do?" I'm like, "What do you need? I'm good at copywriting, and I can do all the things." And people are like, "Oh, okay." But then they'd go and they'd sign up for Jeff for launch. And I'm like, "I can do launch. I've done tons of launches." Or they'd go to whoever for copywriting, John Carlton for copywriting. I'm like, "God, I've done all these things." But there wasn't a thing. It wasn't until I specialize in. "Okay. Funnels is the thing." And it was a narrow focus where people could attach a thing in their head like, "Oh, Russell is the guy who does funnels." And they do that. But they come into the... That's the doorway that brings them into my world. But inside the funnel world, what is there? You can launch a funnel. There's copywriting, there's traffic driving, there's all these other things. But I had to bring them in through a channel they could connect with, they could label me with. You know what I mean? But after they're in my universe, there's all sorts of stuff I can do with him. Josh: I feel like that right there was the core of what I was trying to get after. I think a lot of people struggle with or are afraid to claim their thing, because they're like, "I can't just claim it." Funnels. Russell could claim funnels because that was a thing, but was it a thing before Russell? Was there a funnel... You are the one that came in and nobody came to you and was like, "Russell, you're the funnel guy. Go." You were the one that had to decide that. You were the one that had to come in and be like… Russell: And it's fascinating, because I was the only one back then talking about it. There was a bunch of people. In fact, I remember Todd and I started building ClickFunnels. And I remember about that time it was T&C, so it was the T&C before we launched ClickFunnels. And we got T&C, we were sitting in the audience, and Todd and I are mapping things out, and we're talking back and forth. And the entire T&C, that event was about funnels. And so Ryan was on stage, Perry was on stage talking about funnels they developed. "This is the funnel framework for all funnels." They sold the $18,000 funnel coaching program and half the room signed up, and all this stuff. And I was like, "Oh, my gosh. That's what we're trying to go, but they just took it from us." And then it was crazy. After that T&C, then everyone was talking about funnels. And it was funny, because the next week everyone became a funnel consultant. All of a sudden, 2,000 little funnel consultants were running around the internet talking about funnels. And I remember Mike Filsaime had done something showing behind the scenes of one of his funnels, and I remember somebody else got mad. I'm like, "We're the funnel person. You shouldn't be talking about this us." And I remember Mike and him were fighting back and forth. I was kind of watching this and I was like, "We have this software coming out called ClickFunnels. And I have this book I'm writing that's almost done called Dotcom Secrets, which is all about funnels." And so I was stepping in this thing where there was a whole bunch of noise around this topic, and I could have been like, "Who am I? I'm not qualified." Whatever. But instead I was like, "You know what? This is what I'm obsessed with. And I'm just going to do my thing, and I don't care about everybody else." And so I just did my thing and came out there, and there were people who... I can't tell the actual stories, but there were people who were upset. "You shouldn't be talking about this, Russel. This is so and so's thing." And then at TNC the next year, there was some weird comments from stage made about stuff. Because in fact, somebody said from stage, "Because of what we talked about last year at T&C, Russell created ClickFunnels because of us." And they gave them credit for this thing. And it was just this craziness. But man, we were the only ones who took it and that were consistent, consistent, consistent, consistent. I'm seven, almost eight years into the consistency, which is how you define the path. That's how you get the... You look at Jeff Walker, who's been talking about product launches for 20 years. Therefore, he's the product launch guy. People try to come dethrone him, but he's been consistently talking about the same thing for so long that you can't. And so the biggest thing is picking the platform, and then you just triple down on it and you keep doing it, and doing it, and doing it. And eventually, you will rise the Victor. But most people don't have the longterm, the patients to keep just drilling in for long enough to make it stick. Josh: Yeah. And I think that a lot of times, at least in my experience, and it could be different for other people. But a lot of times, it's because you're just not confident enough in it. The only thing that's going to be the difference of whether or not it's going to stick or not, is whether or not you're confident enough to follow through. That's not necessarily true for every single product universally. Sometimes the market doesn't fit, and sometimes there really is... If you tried to launch a competitor to iPhone right now, you're probably not going to make it. But generally speaking, especially in our world with funnels and experts and a lot of online influencer marketing and things of that nature. It's basically whoever sticks at it the longest and then creates the clearest, simplest stories, the clearest, simplest frameworks, and the easiest way for people to be able to get results with it, are the ones that are actually going to make it and follow through. Russell: Yeah. That's the game, and it's so much fun. Josh: All right. Well, I'm ready to move onto topic number two here. We're about at time. Russell: All right. Josh: You ready to rock and roll? Russell: We'll wrap it up. Thank you guys for listening. If you enjoyed this, let us know. Otherwise, we'll never do this again, so if you loved it, tag me and Josh on Facebook, Instagram, wherever you guys do stuff. If you tweet, I probably won't see it there, but tweet it up and let us know, and we'll come back and do some more of this stuff.

Enjoy this throwback episode where Russell explains a powerful concept that could help you and your business when times get tough. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com --Transcript--- Good morning everybody, this is Russell Brunson. I want to welcome you to the Marketing Secrets podcast. I just dropped my kids off at school and now we get to hang out. Hey everyone, I hope you guys are doing amazing. I am trying to get on a better rhythm of doing podcasts consistently. I had this really weird thing where like I'll get in the mood and I'll do like 10 in a row, and then I'll get out of the mood and I won't do some for a while. And I'm trying to get more consistent where we get two or three a week. So I apologize for my inconsistency, but I'm grateful for you guys and for listening in. And hopefully you get good stuff each time. You know, it's been fun doing this now for 500+ episodes, and if you haven't gotten the Marketing Secrets black book yet, go to Marketingsecrets.com/blackbook. Some of you guys know that Julie Stoian and I went through, and she listened to every episode and took notes on them all and then rewrote them into a book of the top 99 takeaways from this podcast. So to shortcut your life a little bit, go and get those, print them out, that's what everyone's been doing, printing them and reading them. But it will catch you up on the Marketing Secrets, the last 5 years of the best and most important "ah ha's" and things like that. That's a freebie for you guys. But today I had a specific thing I wanted to share with you and I've been wanting to talk about this for a little while, but life's been a little crazy right now, trying to get done some big projects. This month of October is crazy, I'm speaking all over, flying a bunch of places, we're doing an event for Two Comma Club X members and a whole bunch of other things. Rebuilding the whole company structure, anyway, I could go on and on. But it's so much fun. I love what we do. I love that we get to play this game every day. Anyway, what I wanted to share with you guys today, it was kind of fun, Steven Larsen was in the office the other day. Some of you guys know we launched the One Funnel Away Challenge, which has been nuts. We had over 7500 people sign up for it. It's 100 dollar challenge, so 7500 people paid $100 to be a part of it, and every day for 30 days Steven jumps on and yells at everybody and pushes them forward through some curriculum that we're taking people through. Again, it's called the One Funnel Away Challenge, a lot of you guys are part of it. If you're not part of it, then it's because you didn't pay attention to the 30days.com launch we did recently. Anyway, for all you guys who are in there, it's been so much fun. It's been fun though because Steven comes into the office everyday, which I miss having him there, he used to be there every day. You know he had to go out and start his own business and all that kind of stuff, which I am proud of him for. Just teasing, it is really cool. But I am really grateful to be able to pull him into that because it's fun to see him everyday and see him in his element where he's jumping on it, and training and motivating and pushing, just doing his thing. It's amazing. This new program though, this One Funnel Away Challenge is going to change a ton of people's lives and I'm excited for all of you guys who are going through it. But I digress, the reason why I'm telling this story is, he was in the office and we were talking about a bunch of stuff, and we were actually talking about the Two Comma Club X coaching program, which is something we sold at the last Funnel Hacking Live, and I think we had 650ish people join it. And it's not a cheap program, it's $18 grand a year or $1800 a month. And a lot of people came in at $1800 a month, which obviously is not a cheap investment, but at the same time, I talked about when we sold it, I was like, “It's less than half the cost of a crappy employee.” And you're getting access to all these coaches and all these things. So far we've done three or four events, I'm doing a two day event this month that only they are allowed to come to. It's expensive but it's also super cheap, you know what I mean. And we're talking about some people that had dropped out of it for whatever reason. And some people have dropped out for legitimate reasons, I totally understand that. But the story I wanted to tell you today was interesting, was about Steven's sister Marie. She joined the program, and she was probably in a group of a bunch of people that probably shouldn't have joined. I think for some people it was as much money as they were making at the time, and they still just jumped in because they saw the vision, they wanted the thing and they jumped in. And it was interesting, Steven was telling me this story that like two months into the program, I think it was the second or the third month, the next $1800 a month payment came up and she was freaking out. And had kind of a thing like, “Oh my gosh, I'm not making enough money for this. I can't do this, I need to drop out.” And she told Steven, “I can't do this, I need to be out of it.” And Steven listened to her talk about all the reasons why she needed to drop out, and he listened to it and after she got done saying all the reasons why she should drop out, then he said, “Or you should lean in.” And that is the message for you today, “Or you should lean in.” What does that mean? You should lean into it, instead of freaking out, “oh, I can't handle this.” Let's lean in and double down and go all in. And when you do that's when amazing things happen. And to Marie's credit, she did. She leaned in and during that time got through the scary bumpiness and launched her business and right now her business is doing somewhere between 8 and 10 thousand dollars a month, which is amazing and insane and so cool. She's helping people launch podcast. It's like my podcast, if I was working with her  I would record this and send it to her and she would just somehow make it magically show up on iTunes right. My brother does that for me. But that's what she does for people now and she's killing it. But it's because during the turbulent times of backing out and running away, she leaned in. I want you to think about everything great that's happened in your life. For those who went into sports, think about the hardest times, the times... I only know wrestling because that's my world. But the times where I needed to cut weight or I had to go get someone who was really, really tough, or I lost a match or whatever, those are the times you want to quit right. You're like, “I'm out.” And back out and walk away from it. But it was in those times that instead of backing out, I leaned in and had success. Yesterday, it was kind of fun, we were working on a video and I was like, “I need my old wrestling matches from back in the day.” So my brother, Scott, he had them all on his hard drive so he dumped them all onto Google drive, so I was looking at all these old videos of me through high school and college wrestling. So I was kind of going down this jaunt down memory lane, and I saw in there the match my junior year where I lost to this guy named Nick Fresquez, the very first match of the season. And I remember this because we recorded it, but I think my mom accidently recorded over it or something like that, but we had a 22 second clip of that match and it was when Nick did this move on me that was the move he beat me with. And I remember my dad used to watch that 22 second clip over and over and over and over again. I'd come up during the season, I'd wake up in the morning and he'd be upstairs watching it and he's like, “Russell come here, come here.” And he'd sit me down on the carpet and he'd show me how the move worked and we would drill it, and go to the wrestling room later and drill the move. Man, we must have watched that 22 second clip of my loss like a thousand times or more during that next four months of the wrestling season. And we'd practice it and practice it and practice it. And yesterday I found the match of me winning the state title, and we're watching it and seeing as I did that move, the same move he did on me to beat me at the first of the season is the same move I used on him to beat him in the state finals. And I was thinking about that, I was like, in context of this whole concept that Steven shared with me about leaning in, I was just like, man, if I hadn't leaned in to that, if I would have been like, “Oh my gosh I lost to him.” And had fear and all these things, then I never would have been a state champ, which man, life circumstances since that moment that brought me to where I am today, all hinged upon that moment. It's kind of crazy, if we were to go back in time that far. Right so in sports, the times it was the most painful and scary and the things I freaked out about the most, is when I leaned in, when greatness came. I think about marriage, I love my wife, I love my kids, but marriage isn't easy. I thought it was going to be. I'm not going to lie, if I was to go back to Russell 20 years ago, I was struggling through life just waiting to be married, then everything will be good. And my marriage has been amazing , but man it's been hard. And I think my wife agrees, it was way harder than we thought. And it's those times where it's hard where it's like, man it would be so easy just to like, back out. “I can't afford the monthly payment.” Boom, back out. But instead I leaned in. I was like, I love her, I've committed to this, I'm doing it. And because of that is how we've made a marriage that wasn't just good, but a marriage that's great. I think about it in business, how many times I could tell you the stories of me building a company and crashing it, and building and crashing it. I'm working on, we're doing this event in Utah, the Dry Bar Comedy club in two weeks, or I guess it's a week and a half now. I want to make an outline of the history of my business, so I went to the good old way back machine and went to try to find every single funnel that I've ever built. And I forgot how much stuff I've done, how many software products we've launched, how many info products, how many courses, how many viral sites, how many list building sites, it's crazy. I haven't finished the list yet, I'm already at ten pages of links to funnels that I built. And these aren't just like, every page in the funnel, because I can't in the way back machine. Way back shows you snapshots of your websites back, as far back as the way back machine was created. If you never used the way back machine by the way, you should go. Go to archive.org, in fact, do this for fun. Go to archive.org, that's the way back machine, type in dotcomsecrets.com, my site, and go look at the history of my site, you'll see every variation of Russell over the last ten years on that site. Every blog I launched on there, everything. But it's fun to see the back, the history of these things. So I went to way back machine and was trying to find all these things, and you can't see the upsells or downsells, so I can just find the landing page of every funnel I've ever created in my life, and it's ten pages now of funnels. And I'm going through this and I'm laughing at some. Some of them were the worst ideas ever. Some that completely bombed. Some that I spent literally millions of dollars on that never went live. In fact, there were two or three that I found that I was sick to my stomach. I was like, I spent four years of my life, I had six full time developers I was paying a million and a half, two million a year for these guys, and none of these ever saw the light of day. I'm like, ugh. Some of them were the pre-cursers to clickfunnels. I remember clickdotcom.com was the pre-curser to clickfunnels, and I saw this thing. That was one that we literally spent, I'd say conservatively at least a million and probably closer to two or three million we spent on that thing. I found all the screen shots, all the everything, but it never went live. Nobody ever saw it. But had I not leaned into that and tried to build that, we wouldn't be at Clickfunnels today. I think there are like 5 different software programs we created that were all pre-cursers to Clickfunnels. One of them was an RSS auto-responder, one was a desktop auto-responder, one was a funnel building software, one was a shopping cart. All these things that I tried to build that failed. I found this site, champion sound, this is like, I was in the brinks of bankruptcy, literally. I had just had to fire 80 of my employees and we moved from a 20 thousand square foot office to a 2 thousand, I had 150,000 in IRS back taxes that I owed and I was trying to figure out how in the world to save the company and save myself from bankruptcy. And If I would have gone bankrupt, I still had all this outstanding coaching liability. So I would have destroyed my reputation. So I was on this thing where if I would have given up I would have gone to jail and destroyed my reputation. So I was like I can't give up, I have to lean in, I'm being forced to. I remember I had, I was on Flippa.com, trying to buy a website, trying to figure out my future, and at like 2:00 in the morning I saw this site called Championsound.com, which you should plug that into the way back machine, you'll see what it is. Anyway, it was an email, text message auto-responder fro bands, and I was like, “Oh my gosh this could be the greatest thing in the world. I could start this thing, we could sell it to bands, and I could re-launch or clone the site and launch an email/text message auto-responder for dentists, and chiropractors, and I was like, “This is the future of my business.” So I leaned in, took 20 thousand dollars I didn't have, bought the website. And then what's crazy, when we tried to make it go live, or after I bought it and they tried to transfer it to me, they're like, I gave them access to my server, and they're like, “No, I need a server that can run Ruby on Rails.” I was like, “What's Ruby on Rails?” they're like, “Oh, it's like a different language.” I'm like, “What?” I'd never even heard that word before. And I remember none of the development guys I had on my team at the time knew Ruby on Rails. I tried to hire people on Odesk to do Ruby on Rails, and I couldn't find anyone that could do it. Man, after three or four months of trying to find somebody who could edit the software, after they installed and then left, and then all these things were broken, it wasn't working, all the customers were angry and it was horrible. I literally, after that three months that I was like, “I just wasted 20 thousand dollars that we didn't have. Just shut it down.” The servers were like a thousand bucks a month too, they were super expensive. They just shut it down. And I was packing up my bags for the day and was walking out, and as I walked away from my desk, I stopped for a second and I was like, “Wait a minute, I wonder if there's anyone on my list who knows Ruby on Rails?” which is a stupid thing to say, because at the time my list was a bunch of business opportunity seekers, and they weren't programmers or developers, but I had that thought in my head. So I walked back into my desk, I leaned in, sent an email to my list saying, “If you know Ruby on Rails, I'm looking for a partner.” And that email happened to land in the inbox of somebody who had bought my micro continuity product five years earlier and happened to be on my email list. But because my subject line said Ruby on Rails and partner, he saw that and he said, “I'm looking for a partnership with a marketer, I know Ruby on Rails.” And it was Todd Dickerson who responded back. And anyone who knows my story, knows that Todd is my cofounder of Clickfunnels, he's the one who built it. And had I not bought Champion sound, had I not leaned in with the last bit of money we had, if we had not tried to get it to work, if I had not instead of giving up, had I not sent an email to my list…if I hadn't done all these little things, that email would have never landed in Todd Dickerson's inbox, and Clickfunnels wouldn't be here today. So my message for you guys today, I know that in all areas of your life there's up and downs, and typically when everything's up in business, something going to be down somewhere else. Sorry guys, they're blowing leaves behind me. When you're up in business you're going to be down in your spiritual life. When you're up in your spiritual life, your business is going to go down. Or you're up in personal health your business will collapse, or your marriage will collapse. There's always going to be ups and downs and I don't think anyone has ever had it where everything is perfect all the time, if so life would be too easy. So it kind of cycles like that. And I say, you know whatever season of your life you're in, where you're in that hard time, instead of running away from that hard thing, do what Steven said to Marie, and lean it. Yeah you could, you could walk away. Yeah, there's a million reasons why you shouldn't do this, but you know it's right, you know it's good, you committed to it, so let's lean in instead of step away. And if you do that I promise you greatness is just on the other side of that. If Marie wouldn't have leaned in, where would she be today? Would that company ever be there, would all the people she's serving now, would she be able to serve them? Probably not. If I wouldn't have leaned into sports, would I have become a state champ and an All-American, and wrestled in college, and ended up in Boise where I needed to be to be able to create Clickfunnels. In my marriage, all the hard times where I wouldn't have leaned in, would I be where I am today with my amazing wife and my amazing kids? I got the coolest kids in the world. Last night we were downstairs because we are re-doing our bedroom, so we're sleeping down in the basement right now, and on the big screen I wanted to show my wife a video, so I showed the video and then we stared looking at all the videos in our camera roll. And then somehow, I don't even know how this works, but somehow on iTunes, on the big screen tv, they had all these clips from way back in the day, that somehow got save to iTunes or iCloud or I don't know, something. So we're watching these videos of our kids from back in like, like Aiden who is 8 years old now, there's videos of him when he was like a newborn. And there's this one, he's probably, I don't know, maybe 3 years old, and he had on Ellie's swimsuit, so it's like a pink and purple swimsuit and he's dancing. And we're like crying/laughing last night watching him dancing and in the video Collette's like, “Aiden someday we're going to send this to your wife.” And he in the video is like, “Mom, why don't you send it to her right now?” We were just dying laughing at him in his little stick legs dancing in her swimsuit. And we're sitting there just laughing our faces off and I was like, man, there were so many times in this marriage where either of us could have walked away. So many times in our relationship, and we're like sitting here and just laughing at that and realizing how happy we are and how grateful we are for each other and how grateful we are for our amazing kids. But that didn't come from stepping away from the challenge, it came from leaning in. So there's the message for today, thank you Steven Larsen for sharing that with me the other day. He said it kind of in passing, but it had a big impact on me and  I wanted to share it with you guys. And hopefully that will help someone in your moment of struggle in any area of your life, just remember to lean in. Thanks so much and we'll talk to you guys soon.

I get a fanny pack from the Funnel Hacking Live swag pack.  Which susses out some contempt prior to investigation.  So of course I go on a riff about swag and fanny packs.  Ultimately the less you can worry about what people think about you the better. Administrative: (See episode transcript below)Check out the Tools For A Good Life Summit here: Virtually and FOR FREE https://bit.ly/ToolsForAGoodLifeSummitStart podcasting!  These are the best mobile mic's for IOS and Android phones.  You can literally take them anywhere on the fly.Get the Shure MV88 mobile mic for IOS,  https://amzn.to/3z2NrIJGet the Shure MV88+ for  mobile mic for Android  https://amzn.to/3ly8SNjGet A Course In Miracles Here! https://amzn.to/3hoE7sAAccess my “Insiders Guide to Finding Peace” here: https://belove.media/peaceSee more resources at https://belove.media/resourcesEmail me: contact@belove.mediaFor social Media:      https://www.instagram.com/mrmischaz/https://www.facebook.com/MischaZvegintzovSubscribe and share to help spread the love for a better world!As an Amazon Associate I earn from qualifying purchases.Transcript: Mischa Z  0:01 Good morning, everybody. I, the song I was originally going to walk out on to the Funnel Hacking Live stage with was going to be cashmere Led Zeppelin's Kashmir, which I still think is an awesome choice. But I thought if you're gonna pick a song that's maybe why not go really, really big Kiss God Of Thunder, like, that's it come out to Kiss's, God Of Thunder. If it's going to be a self aggrandizement, rock and roll moment, why not just? Yeah, that's a good one. Today, I'm going to talk about contempt, contempt prior to investigation, and how a fanny pack showed me that even at the advanced wisdom stage of 53 years old, as I record this, that I can still have contempt. Oh, a fanny pack completely showed me that. So as everybody knows, if you've listened to the past few episodes, I was just at Funnel Hacking Live 2021 as this is being recorded, hello, everybody who's maybe jumping into this, three or four years later? Glad to have you here too. But the Funnel Hacking Live is basically, you know, internet, internet entrepreneurs. Generally speaking, coming from a heart centered place, how can they serve? That's the message how can we serve? How are we being called to serve by whatever is greater than us by that internal clock? And, or however you want to call it? And that then then the two comma Club Award is just a measure of your capacity to serve at that moment, a financial measure. I love that idea. So whenever you go to a Russell Brunson event, it seems as though he's handing out boxes of swag. T shirts books, all the speakers books from the speakers, you know, courses, backpacks. What else did we get their sweatshirts and a fanny pack. So when you roll in, first thing you do? Well I first thing I did was registered the hotel then I went to the Funnel Hacking Live registration, by the way, being part of the Two Comma Club X, which is their coaching group the to cc x, you get your own special registration area that's expedited and super fun and makes you feel super good. But they hand you your box of swag. I get to the hotel room I crack it open. And I'm going through all the amazing things. And side note, throughout the event, they're giving out more and more swag more and more T shirts. My son Waylon loves this one long sleeve t shirt. Russell, thank you so much for using top quality fabrics and cotton's and the swag that you hand out T shirts are all amazing. It's soft and buttery. And so my son Waylon is always so grateful. And it's so hard for me to hand him the swan shirt. I was like, oh, Waylon's gonna love this one. Got to give it to him. Oh, I wanted to keep it for myself. But I handed it over graciously. And he loves it and is so happy. And of course anyway, one of the schwag pieces was a fanny pack, a Funnel Hacker fanny pack. Now I've got a little bit of an ego and over the years, anybody walking with a fanny pack, we know that joke like fanny pack brings to mind a certain type of person. Right?Mischa Z  4:50 I'm gonna fast forward to the end of the story right now. It's someone who doesn't care and someone who totally appreciates the functionality and the self weeding out process is that if somebody doesn't like me, because I'm wearing a fanny pack, or that helps filter out that person. God bless the fanny pack. Yes. Anyway, I just, you know, never caught me wearing a fanny pack and, and I get the fanny pack, I look at it, I actually almost left it at the hotel. I almost when I say I almost left it at the hotel, I had packed everything up when I was leaving. And I had put left the fanny pack out of the packing. So I was ready to walk out the door and wave the fanny pack goodbye. And I thought you know what, worst case, I'll donate that said fanny pack to Goodwill or whatever somebody will find use for it. Don't just leave it to end up in the trash. So I shove it in the in my bag, along with a few other things that I was gonna leave behind. Oh my gosh, this sweatshirt. I was like I really was gonna leave that behind. Why was he gonna do that I love that sweatshirt, I'm i I'm in this phase of trying to go logo I've been in been in it for quite a while trying to go as logoless and saying less as possible on any t shirts or sweatshirts or whatever that I wear. And I understand that going logoless. You know that can that can be just as much of a statement is going logo full. Anyhow, so I grabbed the fanny pack, and the sweatshirt. And of course immediately when I got home off the airplane, it was a bit chilly. The next morning, I grabbed the softest, buttery bestest, bestest, 2CCX club sweatshirt, Logos abound, statements of joy printed on it, and wore it with glee was so happy. I was like, Thank God I put that contempt aside. Now I've got this awesome sweatshirt. And actually, I was going to give it to Wales had already given given him one, this one happens to be a double XL. So it's plenty of roomy, plenty of room has room to shrink. But the fanny pack...so as I'm recording this episode, I'm walking. And I've got my sure MV 88 mic that I'm recording on. And I've had this mic that I've been using, had it for a good five, six years now. And it's in still in awesome condition. And the reason is, is because I leave it in this cool little case, the carry case that it comes with, and it's very compact. You could carry the mic itself in your pocket with no case. And it would be just, you wouldn't even notice. But I like to keep it in the case to keep it nice and nice and shiny and new. And and so it's perhaps a little bulky, a little bulky in the pocket. And it's funny because being a little bit bulky, it's you know, it's kind of bulges out. Oh my god. So funny. Anyhow, I also usually have, you know, some Apple AirPod Pros, you know, and I'm gonna have links for all of this stuff in the show notes. Please click on the links, buy your Air Pod Pro's, which are freaking amazing. The noise cancelling the functionality of those little headphones so cool. Had a little contempt towards those two. Oh my goodness. But I went ahead and got him Waylon It doesn't matter. I got him just I got the big things. And they're awesome. Put my contempt aside. I got it. I got a I got them on sale for like 150 off. That's how I'm justifying buying them to you right now. Anyway, anyhow. Sadly, that deal won't be available through the link. That deal is over anyway.Mischa Z  9:50 It was a college thing. If your son was if a family member or you were in college, you could save a little bit of money they were having to deal by an iPad Air get a discount on the headphones. Thank you for listening. So the fanny pack so I've got and then my hair is super long so I carry a tie. Perhaps I'm walk out the door with a credit card. And so the first morning walk back, though so I get back the first morning walk from being back from Funnel Hacking Live. I, I I spotted the fanny pack out of the corner of my eye. And I was like maybe I'll give that a try. Maybe people know something I don't. Throw my headphones in there. The the iPad, Air Pod Pros. Throw the mic in there. The Shure MV88 Mic throw my my where they called squeegee hair tie scrunchie is crunchy hair dye a credit card. You know what? And it's like it goes so easy around your waist. It's like you're floating. It's floating on your on your waist. best invention ever. Best invention ever. So glad I finally went set my my contempt aside and embrace the fanny pack. And I think functionally that's that's a that's a function of two things one my age to not caring so much anymore. The less I can care what people think about me externally the better or internally. However you want to say it and Nick. I can't say his last name. Nick spoke at Funnel Hacking Live and he said it so eloquently. And he's an awesome representation of that. Alright, I'm done. Love to all utilize your fanny pack. They are awesome.

OVERVIEW: Jason A. Duprat, Entrepreneur, Healthcare Practitioner, and Host of the Healthcare Entrepreneur Academy podcast explains why high-level mastermind coaching programs offer a ton of value. He shares features of the $25k mastermind he recently signed up for with Russell Brunson. He also offers advice for people who are considering joining a coaching program, highlighting the importance of taking action.   EPISODE HIGHLIGHTS: A master's or doctorate course can cost $2,000 up to $7,000, however, a lot of the information is outdated and not applicable in the real world. Mastermind programs provide relevant information and resources because they're often taught by people who are in the thick of running a business.  Enroll in a mastermind led by someone who's where you're aspiring to be, and focus on the ROI  instead of the sticker price.  Jason enrolled in Brunson's entry-level program, Two Comma Club X because he wants to network with like-minded people.  The program provides a year of coaching and training and includes an online course, two different types of coaches, a focused path (E-commerce or expert), two in-person events, and a weekly live lesson with an instructor.  Participants are assigned a ‘momentum coach' to help adjust their mindset and a ‘progress coach' who reiterates lesson content and answers questions.  Making plans and reading books is a good way to get started, but you need to commit and keep pushing to get results. If what you're doing every day doesn't excite you, get out of that situation or environment. Get pumped for the future and dive in!   3 KEY POINTS: High-level coaching programs are almost always led by someone who's successfully running a business. They come with extra support, and you can connect with other like-minded individuals. These high-level programs give you the tools you need to overcome obstacles and get in the right mindset to take your business to the next level.  Don't look at mastermind programs as an expense but as an investment. Keep taking action to move yourself and your business forward.   TWEETABLE QUOTES: “As you invest more, you get more.” - Jason Duprat   “All sorts of cool things could happen if you show up and do the work.” - Jason Duprat   RESOURCES: Russell Brunson: https://www.russellbrunson.com/hi   Two Comma Club Coaching: https://twocommaclubcoaching.com/open-now   Do you enjoy our podcast? Leave a rating and review: https://lovethepodcast.com/hea   Don't want to miss an episode? Subscribe and follow: https://followthepodcast.com/hea #HealthcareEntrepreneurAcademy #healthcare #entrepreneur #entrepreneurship #podcast #mastermind #twocommaclub #ROI #onlinecourses #onlinetraining #coaching #networking  

What I'm doing day #1 to help launch or relaunch each of their businesses. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets podcast. I have just finished day number three of the Category King's Mastermind, and now I'm driving to day number one of the Inner Circle. And I just want to drop some thoughts on you of what's been happening the last couple days, my insights about some of the stuff I'll be sharing today, and a whole bunch of other cool stuff. We'll be right back. All right. So, the last three days have been insane. I think I told you guys in the last episode, we launched a new Mastermind level called the Category Kings. It's $150,000 to join, and we got 15 people to sign up in a day and a half or something, which surprised me, but it was amazing. In fact, okay, hold on for all you guys, it's been really interesting, three or four people who are in that group right now, right, "First thing Russell told us when we joined the mastermind group was to email our lists and sell a mastermind group" and one person's like "I did it and sold 20 people and made my money back the first night at Inner Circle, the very first time." And then somebody else like, "Same thing, same thing," like three or four people. So, there's one piece of advice. If you're like, "I need to make more money," and you've gotten a list, send them an email and back, Yo, I'm launching a mastermind you want in?" And I think for most of you guys, you'll be surprised what happens. So, anyway, throwing that out there is a quick win that I think all of you guys could do. It's actually really interesting. Today I'm going to be talking to the group about improvement offers versus new opportunities. If you've read the Expert Secrets book, I geeked out on there for five chapters about it, but new opportunities are what you want to sell because it attracts people who have desire and t's really good. You don't want to sell improvement offers, typically, because improvement offers only attract people who have ambition, right? People who want to improve and the people who, the bucket of people who want to improve is very, very small. Now for you guys who are entrepreneurs, who are listening to this podcast, interesting enough, you're probably one of the few people who, the small percentage of the world who actually does want to improve. And in everyone's list, there's, the majority is people who have desires and there's a small group of people who want improvement. And typically those are the people at the very, very, very, very, very, very back of your value ladder, right? It's your highest ticket people. It's the people who have ambition, right? Those are the people and they're few and far between, but they're there. And so, what's interesting, if you look at, we announced this to our list and most people were probably like, "$150,000 for a meeting? No!" But the ambitious people were like, "Yes, I want to improve." Boom. And they didn't think about it. It wasn't a hard sell. It was an easy thing. And my guess is that, on most people's lists, there's a small certain people who are looking for improvement and a high end mastermind or thing like that, is what fulfills an improvement offer, right? It's, they're going to become better smarter. Anytime you have an ER, it's an improvement offer, which is horrible for a friend and offer, but it works for high ticket. So anyway, another thing to think out there. Anyway. So I was going to talk about today, which is really fun. So I'm in a really interesting phase of the business right now where, as you guys know, we're about to launch ClickFunnels 2.0, we just bought Magnetic Marketing. So we're about to relaunch Dan Kennedy's company. We also bought Brad Callen's company, which was called Bryxen. We've renamed it Voomly because that's the core kind of product and the product line. And it's interesting because, I'm in this phase right now, where I am either launching or relaunching my core business and two other businesses. And so this mastermind has been fun for me because I'm rethinking through everything, rethinking through the problem we solve, rethinking through what our new opportunity is. Our new opportunity, by the way, has shifted over the years. And it's like, what's the new opportunity today? And then what is the… and that's in ClickFunnels, but what's the new opportunity in Magnetic Marketing? What's new opportunity in Voomly? So as I'm teaching the stuff, it's fun for me because I'm literally in the middle of redoing these things for all the businesses I have. And so it's given me this really unique, fun experience where I'm teaching the process I'm going through in my head. And so today, for the mastermind, I have my list of 13 things that I'm currently doing and thinking through and trying to figure out for these businesses, that I'm sharing with them, as I'm going down the same rabbit hole that, they are right, because they're coming to me. To be in this group you have to have at least one or two call my club, and so they've all got a good business, but it's like, okay, I've got this business. How do I scale it? Well, usually scaling is about reinvention, right? What got you here is not going to get you you there. And it's true. The skill sets, the ideas, the thoughts that get you from zero to a million dollars are one thing. But the thoughts from a million to 10 and 10 to a 100 and a 100 to a billion are different. And so I'm going to be sharing some of my thoughts, as I'm trying to go from, whatever, 200 something a year to a billion and how do we do it? What are we thinking through? And it's ah, anyways, interesting and it's fascinating and exciting. And so, I want you guys who are listening today to look at it through this lens, right? Pretend you're consulting yourself. I thought that as I was preparing my presentation today. I was like, okay, if I was consulting myself, I've got these group people, I'm consulting them, but I'm them, right? I'm them, just maybe in a different step or different part of the journey, but how would I consult myself? What would I do? What would I say? And I started going through these things. And especially if you've read my books before, you have the playbooks of what I do and what I teach, it doesn't shift, right? It's like, "Oh there's this idea I forgot about. There's a new secret book. The fourth secret, you know, like the foundation and the foundation, the fundamentals are the same, the principles are the same, but for us it's re-going back and re-looking at them and not forgetting them. In fact, it was interesting. I was telling the story yesterday to the Category Kings that Funnel Hacking Live Orlando. So that's 2018, I believe, was the first time we launched the Two Comma Club X coaching program and it killed it. First time I ever had an eight figure day and it was insane. Right? The next year we launched Funnel Hacking Live again. Boom, same thing, eight figure day. And I was like, this is amazing! And then I did, what all smart entrepreneurs do, is the next year, I was like, "Hey, we have something that's perfect that's worked flawlessly two years in a row. Let's change everything." And so I literally changed the name of the program, the fulfillment, like how we delivered, like all the things because I thought, I had a better way to do it. There was this ER there, which means I unknowingly, unconsciously shifted it from a new opportunity to an improvement offer. And last year's Funnel Hacking Live 2020, the offer bombed we we sold like, I mean, it was good compared to what most people would think. It wasn't like we blinked, but you know, from going from two years in a row, where we do over eight figures in a day to the next year, only doing a couple a million and you've tied your cost to the event, all the stuff into this, it was a big bomb. It was a big failure for us. And while I was on stage doing the presentation, I could feel, I was like, oh no, this is an improvement offer. I forgot my own core foundational teachings, Expert Secrets 101. Ah, I've messed it up and I forgot it. even though I know this stuff, I teach this stuff, I've written about it. So it's coming back the fundamentals like, Russell! And so we, this last year, restructured it and went back to what worked before, put it back into new opportunity, launched it and boom, eight figure day. And so just, yeah, these are the things to think through, is how would you consult yourself? What would you step back? What would you do? And so I'm excited to deliver this presentation today, but hopefully gives you guys who aren't here just some ideas and some things to start looking through and how to consult yourself. Like Hormozi, a lot of you guys know Alex who joined the inner circle with the goal of making 20 grand a month and then ended up doing over a hundred million dollars in three years, which is amazing. One thing he told me, he's like, "Most people read a lot of books". He's like, "I read one book a lot of times." And for him, he said it was Expert Secrets. He read it and when it got to the end, he flipped it over, started over and read it again. When he got the end, he flipped over and started again. And it's the fundamentals, right? It's Vince Lombardi coming to his football team that are the best in the world. And first day of practice is starting saying, "Gentlemen, this is the football." And that's where these things begin. So anyway, I am almost to the event. In fact, I see a bunch of Inner Circle people walking. I'm going to wave out the window at them, "What's up guys?" Anyway, the Inner Circle who walked by, they just freaked out. Ah, so exciting! All right. I got to go because I'm about to park and get over to the meeting. I appreciate you guys. Hope you're doing well. And someday I hope you can be in the Inner Circle with me so we can hang out and talk about these things together. Until, then keep listening to the podcasts but keep dropping bread crumbs and ideas and thoughts and hints and things to help get you further along on your journey. Thanks so much for listening. We'll talk to you soon, bye everybody.

Live conferences have an opportunity to come back and they are powerful. To be in that energy and that love in that community.  It plants the seeds for a new vision of how I can be of service to my community.  And I realize that the relationship with my boys is healed. Administrative: (See episode transcript below)Check out the Tools For A Good Life Summit here: Virtually and FOR FREE https://bit.ly/ToolsForAGoodLifeSummitStart podcasting!  These are the best mobile mic's for IOS and Android phones.  You can literally take them anywhere on the fly.Get the Shure MV88 mobile mic for IOS,  https://amzn.to/3z2NrIJGet the Shure MV88+ for  mobile mic for Android  https://amzn.to/3ly8SNjGet A Course In Miracles Here! https://amzn.to/3hoE7sAAccess my “Insiders Guide to Finding Peace” here: https://belove.media/peaceSee more resources at https://belove.media/resourcesEmail me: contact@belove.mediaFor social Media:      https://www.instagram.com/mrmischaz/https://www.facebook.com/MischaZvegintzovSubscribe and share to help spread the love for a better world!As an Amazon Associate I earn from qualifying purchases.Transcript: Mischa Z: 00:53 Oh my gosh. I better start recording quick. I'm looking at the battery power on my phone and it says 26. And I'm actually trying recording with a Motiv video app. It turns out there's a Motiv video app. So I have this portable mic, the Shure MV88 for an apple, the MV88+ for um, Android. You can go to my show notes, click the link and support my efforts. If you're going to get one of those mic by purchasing through my, um, through my link, I am an Amazon affiliate. You'll get the same great price that Amazon has to offer. You just will be supporting me and my efforts. So if you're going to buy a mic, grab one of those two, they are the best. I have them both. Use them for my eye pads on my Mac's or your Wintel or whatever it is. Um, I think Wintel just gave away my age. Do they even say Wintel? Tell anymore? Um, anyhow, I needed to pull out the mic. I needed to start recording. I was just at Funnel Hacking Live Funnel Hacking Live. You can go to www.funnelhackinglive.com/2022 and get tickets for Funnel Hacking Live 2022 October in Orlando, Florida. I just got done. It was awesome. It was epic. Dare I say, life-changing dare I say life-changing there. Um, there as in not they are, but they're.Mischa Z: 02:52 Oh my gosh. I can't tell you how many thoughts I have going through my mind right now. Um, I did not record. I was there from Tuesday. I jumped on a plane Tuesday, September 21st, 2021. And got home Sunday, the 26th, September, 2021 and did not record one episode. And, um, it's full on at that Funnel Hacking Live so full on, I mean, all day, every day. What there's 2,500 people there live. 2000 people, 3000 people, um, that, uh, zoomed in. It was sold out, which is pretty crazy given the environment. I am Vaxxed. This is not to say whether that's good, bad, whatever, alls I know I was inspired to go. I did. And, uh, pretty cool because, oh gosh, let's see. Why was it cool? One thing is that, you know, conference live conferences, at least in the moment in America, um, have an opportunity to come back and gosh, how powerful are they so powerful to be in that energy and that love in that community. Funnel hackers, where we are...I'm going to say, I am part of the family.Mischa Z: 04:27 I am all in. The Kool-Aid you see that big jug of Kool-Aid squarely on the table in front of you. I am drinking that Kool-Aid oh, yes, I am. I am being indoctrinated into the system and thank God. Um, where, where do I want to go with this? Um, where was I going with all this I'm indoctrinated into the, um, the community, the Funnel Hacking Live community. As a matter of fact, I sort of went backwards into it though. I started with the high end coaching program, the Two Comma Club X, which is like expensive entry into it. So glad I did it still, it will be re-upping of course, as I record this. Um, but it is a financial commitment and my heart pulled me to it. I signed up, this is back in actually September of last year, um, probably a year ago to the date as I record this, which is pretty awesome. Morning. Um, holy mackerel, you know, I just have a new vision of how I can of service to the world within this community. Um, there was one of the big moments was as I was flying there.Mischa Z: 06:13 I super cool, actually on the airplane, I wrote the email that went out to my email list. Hello, any of my beautiful email list listeners. I just thought it was so cool. I bought my iPad so I could do all this. I bought an iPad that iPad Air 4. I'll be sure to get that link up on the, um, on, uh, on, uh, my Amazon, uh, page or on my, uh, that link in the show notes. And again, please support me, right? Like part of this whole thing is, uh, is, uh, you know, we, we, uh. It's a labor of love for me. And, um, anything you can do to support that, um, I'm asking you, I, I, whatever, just... I'm and part of that as I go sideways again, is that I've really realizing how can I support other people and, and how can I click on their affiliate links and buy through their, through their channels?Mischa Z: 07:26 Cause at, for a time I would have a propensity to want to go direct, but people are putting their spirit into efforts and why would I feel the need to bypass them? I don't anymore. And I see it now, I got a friend who makes sunglasses and, um, I can get a discount from him. I'm sure. Actually not. I'm sure I have in the past, he makes incredible 3 D printed sunglasses. They're amazing. And they're made with, um, out of castor bean oil. So castor beans. Like they grow, it's a weed, at least in Encinitas, it's a weed and they grow. So you can make 3 D printed goods out of weed beans that are amazing and beautiful and functional. And you're not perhaps adding to the, um, the fossil fuel dilemma. Wow! I've got so many paths going. So I'm flying on the plane.Mischa Z: 08:46 I believe I know how I'm supposed to serve my audience. You know, I, I went through this major, uh, people in my life where I quit my career and, uh, you know, did this amazing work, um, a big chunk of it was with Kyle cease. Kyle Cease has what's called the Entrepreneurial Journey. No, it's the Complete Journey. He also has the Entrepreneurial Shift. I did them both, but the first big, big, big shift for me and some of my darkest moments of desperation when I was willing finally, to be open to some outside help was I dove into Kyle Cease's program, did his Complete, what's called the Complete Journey. I encourage anyone to go do it. That is not an affiliate link for me, but Google Kyle Cease's Complete Journey. Don't think buy, buy it. Anyhow, I did that. And, uh, it, it was a major transformation for me. It was a catalyst to me, healing relationships with my children. And I had this major, massive moment at the FHL 2021, where I just was where Tony Robbins was speaking. And he had us do this exercise, gratitude exercise. And I just realized how healed those relationships are with my two boys Cooper and Waylon who are 18 and 20. Love you boys. Um, like this, this, I was sobbing with gratitude.Mischa Z: 10:33 Two guys were there with me. I mean, there were thousands of people there. It was mayhem. And, um, and, uh, who was it? It was Rick, Rich Hayhurst. He's amazing. Google him and James Mays. James Mays owns a music school that a School Of Rock was based on, uh, James, sorry to call you out. Right. Cause well, but both amazing gentlemen, you should Google them and take advantage of their services. So Rick helps with, uh, internet marketing and, uh, he's got a company called Blitz Blitz B. Anyway, I just say that because I I'm just checking time. All right. I'm going to have a part to, uh, I'm just saying that because listen for part two and I will continue the story love to all, that's what we call an open loop. Okay. Peace out. Thank you.

One of my biggest "ah-ha's" and "takeaways" from day 1 of our highest level mastermind. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up everybody, this is Russell Brunson. Welcome back to the Marketing Seekers podcast. I'm in a good mood today. I'm in a really good mood today. I hope you are as well. We relaunched my Inner Circle. We opened a new level called the Category Kings. We had a chance to meet with him yesterday, and actually I'm driving to downtown Boise, because I'm going to be hanging out with that group again for the next two days and then my Inner Circle for the next two days after that. And so this is like a week of hanging out with my favorite people in the world, and so I'm excited. I've got some long car rides back and forth this week, so you'll probably get some episodes of me talking about what we're talking about, what's happening. And I'm doing this for a couple reasons, number one is I want you to learn from some lessons and the key takeaways that I'm getting from these events. And number two, hopefully it will inspire you to want to set as a goal someday to be in my Inner Circle, and eventually to send up with the Category Kings and things like that. So there you go with that said I'm going to cue the theme song, when we come back I'm going to share with you guys some of the cool aha I had from our meeting yesterday. All right everybody. So yeah I'm driving downtown Boise here, about to go hang out with my Category Kings, which is a small group mastermind I have with some of the Category Kings here inside of the Click Funnels universe, which is fun. When I decided, as some of you guys know I've run my Inner Circle mastermind program for seven or eight years, and then two years ago, about six months before the COVID lockdowns I decided I needed a break. And so I paused Inner Circle. I shut it down, whatever you want to call it, and decided to take a two year hiatus, actually I didn't know how long it was going to be at the time. So decided to take a hiatus and maybe it was going to be forever. But over the last two years, I missed it. For me there're different ways to learn, like you can learn from a book, you can learn from a course, you can learn from a seminar, and for me I've done all those things. I'm a voracious reader. I go through everybody's courses. I love going to seminars, but eventually for me it gets harder and harder to like mine the gold out right? Because you just are more aware of things. And I've been doing this game now for almost 20 years. And so I've been to more seminars than most of you guys probably even knew existed in our industry. So for me it gets harder and harder to find like that gold nugget. And I was in, I remember my very first mastermind group I ever joined was Dan Kennedy and Bill Glazier's, which some you guys heard we recently acquired their company, which is such a cool thing. But in those groups it was interesting because it wasn't like I was learning, it wasn't like here's course curriculum. It was like the mastermind group, we get together, we all get share and talk, and ideas. And like that's where I started getting these nuggets of things that were just like, oh wow, I can apply that. Oh I can apply that. It was a different type of learning I never experienced before, but I fell in love with it. And I was in Bill's mastermind group for six years. And then when he retired and sold his company I wanted to go see if I could find another mastermind group to join. And I ended up joining all of them. Like all the ones I could find in my world in similar markets, I would join them all. And I never got the same experience. I didn't know why. And that was about the time I decided to launch my Inner Circle. And I think the reason why most of the masterminds I tried to join was like you join them, and there were a whole bunch of internet marketers in the group. And so everyone, I don't know, it was just, it never felt awesome. But what was cool about the Inner Circle I launched it, because we have ClickFunnels we didn't just have internet marketers who are using the platform, we had people in every market you can dream of. We have 100 and something 1000 active members now. And again, there's people that are chiropractors, dentists, doctors, people in curing cancer, wellness, health filled, people in marriage, family, counseling, relationships, dating, every market you can dream of are using ClickFunnels. And so when we opened the Inner Circle, it was crazy, because it wasn't just like, oh a whole bunch of internet marketers joined to talk about internet marketing stuff. It was like the best people in each industry joined it. And it was so cool, because now in this mastermind I was learning like what's working now in the relationship market? What's working over here in the supplement market? What's working here, because we had such a such wide variety of people. And man for me it lit up. And if you've read, specifically the Expert Secrets book, the Expert Secrets book was written in the middle of when the Inner Circle was at its peak. When people like Brandon and Calum Poland and Alex Hormozi and I could list all, the most of the names you guys know in the ClickFunnels community today were in the Inner Circle during that time. And it was fun, because I was writing that book, I would like test ideas and then I would test it on my business, have some success, I'd share it with the entire Inner Circle and within hours it was being tested in 40 different industries. And we got feedback and course correction, and tweaks back and forth and back and forth. And really the Expert Secrets book was born from that testing process inside the Inner Circle. It was so cool. Anyway, I digress. So for me after two years of having it closed down I reopened it, specifically because I missed learning. Like I've been in a weird spot where we've been growing, we've been acquiring companies, we're doing things, but I don't feel like I've been personally growing and you know growth is a big value for me. That's why I have so many books that I study so much, is I'm looking for ways to grow all the time. And so I reopened it with the excitement to start regrowing again with a small group of really cool people. So the Category Kings have 15 people in it. Each of them spend $150,000 a year to be part of it. And then the Inner Circle is $50,000 a year, and there's a 100 people in that one. And so those are the two groups, the Category Kings one was funny, I thought that was going to, I was like there's no way people are going to spend that much money. That one sold out in two days and Inner Circle, man we ended up from Funnel Hacking Live, we only presented it to people at Two Comma Club. We had a special luncheon. And from that I think we had 60 or 70 people join during the luncheon. And so anyway, so there's some context to what it is, why it is, why it's exciting, why I'm so passionate about it. So with the Category Kings, to kick off kind of this new group some of you guys have read the book Play Bigger, which teaches you how to become a category king. And I thought, how cool, and it's funny, because half of our, the Category King group are actually women. So as of yesterday I'm calling it the Category King and Queens, because there's as many Queens in the group as there are Kings. But anyway I digress, I thought it'd be really cool to have one of the authors of that book come and actually present. And so Dave Peterson came and he presented on how to like design your category. And it was interesting, because I've read the book multiple times, I've referred it to, I think he told me I was probably the top refer of his book, because I told everybody about it. And so it was interesting, because as we were preparing for this I had it in my head what he was going to do. He was going to use the principles in the book. We're going to map it out. We're going to category design. Like I thought, I really thought that was the direction we were going to go. It was interesting, because he told me, he's like, you know everything I've learned about category design for the most part happened after I wrote the book, we wrote the book based on these principles and he's like, we've been coaching for the last decade now. And he's actually now doing it in a company again. And he's like you know most of what I've learned about category design, I have learned since the book. And so there's a lot of things that are different. And so anyway, we had a four hour workshop with him and what was fascinating to me was we didn't cover most of the things in the book. In fact the first hour was all spent on something that seemed so simple. I'm almost nervous to tell you guys this, because you'd be like, oh that's so simple Russell. But me and 15 other people in this room of arguably Category Kings in their industries, none of us were able to really answer it. And that's what I want to share with you guys today. So the question and it's interesting, because like the way that I, the lens that I view the world at typically for me is like, okay I'm going to go find, who's my dream customer? And then I'm going to create an offer for them. That's like for me, like ground zero, that's where I begin this process. And then if you've read Extra Secrets, you know it's like, hey do we make an improvement offer? Or a new opportunity? Create a new opportunity. There's this whole thing around like down that rabbit hole. And that's where I begin. That's where I kind of start running with. And I always knew that when we're creating offers and creating products, and services and things like that, where like our goal to solve a problem. But what was interesting is that Dave asked us, he's like, what is the problem that you solve? And he showed a bunch of the big companies you're aware of. Like the billion dollar brands and most of them have like a really simple, less than 10 word statement on the problem that they solve for the market. Like for example the wetsuit guy, I don't know who it was, but like his problem he's trying to solve is I want to swim in cold water longer, but that was it. I want to swim in cold water longer, eight words right. And like, what is a wetsuit? Oh it helps people swim in cold water longer. What was the problem you try to solve? Boom this is a solution and billion dollar brand. And every company had something like that. And then he was interesting, he said that he would go to, or he was talking about some of his friends that have big companies. And he said that he started doing this exercise with them, when he'd get in the car with them, and he'd be like, Hey how's it going? How's business? Real quickly, what do you think the problem is you guys as a company solve? His friend would tell him the answer and he'd write it down, and next time they hung out three or four days later he'd be talking, he's like, wait real quick, what was the question? What is the main problem you solve again? And the guy would be like, oh, he'd tell him again, and then he'd do it again, he'd do it five or six times over the next month and a half or so. And eventually the guy came back and said, you know the seventh or eighth time he asked him, he's like, dude you got to quit asking me this. Like you keep asking and I keep telling you the problem we solve. And then Dave came back and said, actually what's interesting is I've been writing them down. He's like every single time I've asked you that question, you've given me a different answer. And the guy was like, oh my gosh. And he started looking at him and he was disagreeing with himself, not knowing it. But if you look at like, he's like I solve this problem, I solve this problem. And I solve this problem. And they kept changing around. And he said a lot of times he'll do consulting with people and they're in category design, and he'll ask everybody in the executive team, what is the problem you solve? And everybody's answers different. And then he'll ask the employees and everyone's answers different. And he's like, this is the foundation. Business is all about solving a core problem for an industry. Like what is the core problem? And what's interesting he said that if you figure out the problem correctly, he said, the category will take care of itself. Like you don't have to go and figure out the category and design, all kind of stuff. He's like it all relies on this one thing, is what is the problem you solve? And it was interesting, because as he said that, instant I'm like oh sweet I can answer this. And then I was like, wait a minute. I could answer this seven years ago when ClickFunnels first came out. That was the problem we were solving seven years ago? It was that entrepreneurs couldn't code. And so we had to make this easy drag and drop builder, oh sorry this is the solution. The problem is that entrepreneurs aren't coders, that's the problem right? And so we built ClickFunnels, because someone like me who's an entrepreneur who needs funnels, I can't code. And so it was like this simple thing. And so that was the problem we solved. Now fast forward seven years later, that's not the market problem anymore. There's a million ways that entrepreneurs can code something. There's a million Wix's and WYSIWYG editors, and WordPress and Shopify, and Etsy and Amazon, like there's a million ways to do it. So, that's no longer the core problem. Although, that's the problem that we solved initially. And so it got me thinking, what is the problem we solve today? Like the problems change in a market and an industry over time. In fact, I asked someone, I was like, does the core problem stay the same forever? And he's like, no, no. He's like there's a core problem, and you got to figure out and identify that, because that'll define the category and everything else. But he's like markets shift, markets change. And he showed this graph of the CRM industry over the last 50 years or 60 years, initially he was it was business cards. And then it was some dude figured out you could take a business card and type it into a data processor. Now you had a digital business card, and then the next wave was like... Sorry, we can come back to the problem. So the first problem is like I needed contacts. So business cards became the thing. That was the problem. And then next thing I have all these business cards, I don't know how to manage them or track them. And so someone made a program where you could type it in. It's like, oh I have a digital version, I can look at it. And if my book of business cards burns up I don't lose my business. So problem solution, and then a little while later it's like, okay this is tough I hate typing in these things. And so the next wave of that industry was card scanners, where you take a business card, you scan it and boom it's in your computer now, you've got it there. And that solved the next set of problems in the industry. And then later it was I don't just want a business card. I want a business card, but to be able to take notes. And if I talk to somebody and things like that, and it was like the first version of CRM, and he showed, was it Seabolt and showed how they became the Category Kings and they dominated. But then eventually it was like well, first Seabolt was really hard to install and all these kind of things. And that's when Mark Benioff came out with Salesforce, which was not software, it was hard and confusing and you had to have people come install it and set up. It was just web based software. And he was the very first to do SAS based software. And so like that became the next thing. And he kept showing them the industry shifting, because the problem shifts over time. And it was interesting, because in your market if you're not shifting your problem over time, someone else is going to solve the problem and that's when you lose the category. That's when the person passes you, which is so fascinating. And so the question came down to, what is the problem you solve? And so that's the thing I want to identify for you guys. And the problem that us entrepreneurs have is like, oh we solve a ton of problems. We do this and this and this, and this and this, and this and this, this and that is the wrong answer. You don't solve a whole bunch of problems. You've got to solve one problem for the category. And by doing that, by creating that, by understanding and identifying and framing that problem from there the category is built. And then we got deeper and talked about POV statements and things like that, it got deeper from there. But that was the core foundation, that again, if I was teaching, I'd be like step one find a problem, step two, what is the offer? And then like you know, and I'd go directly into that, but it's like, no, no, we got to step back to the foundation, which is really what is the problem that you're solving for the industry? When you figure that out the category will take care of itself, which was so fascinating. And again, he said, try to keep your problem statement to under 10 words. And that's hard to do. I spent 45 minutes talking about, 15 minutes work shopping it, and then I spent the next four hours like noodling on it, like try to figure this out, like what in the world, especially as I know some of you guys know we're launching ClickFunnels 2.0 soon, so like with this whole new launch, this new thing, what is the problem we're trying to solve? How do I identify? How do I structure? How do I make it so simple that it keeps us as the Category King? So anyway I hope that's helpful. Obviously there was a lot of stuff yesterday that was really, really cool, but that was the one that was like the biggest insight. It was funny, because we came back from the first workshop, I raised my hand initially, I was like, all right I don't know if it's just me, but that was really, really hard. And I looked around at everybody else, every other Category King and Queen in the room looked back and said, oh, then Kevin's like, we're so grateful it was hard for you Russ, that was really, really hard for us and we thought we were the only ones. I'm like, no, I'm going to be vulnerable here too. That was really hard. And then it was fun, because it opened the dialogue with us all trying to figure it out and work with each other. And Annie Grace, a lot of you guys know her, she spoke at Funnel Hacking Live two years ago, she actually wrote out mine and my POV statement and all these things for me, it was like I think this is what yours is. And like, anyway it was magical. So anyway that was the first half day of Category Kings and Queens. And so I'm heading into the event room now, I'm getting close actually. And I'm excited because I was up till two o'clock last night working on my presentation, because I'm going to, based off of what we learned yesterday with the problem I'm going to take that as the foundation point and then show everybody over the last seven years how ClickFunnels has built to the place it is. We've got over half a billion dollars in sales, well over that now, we built the category, we've done these things. So I'm going to kind of show the next phases for me to the group. I'll probably spend two or three hours going deep into that, which I'm so excited for. And this is like Russell raw, like if you guys see me live, I'm Russell polished where I'm, I've got slides, I've got things. Russell raw you get me and a black marker and that's about it. So I'm excited for these guys they're going to, for those who haven't been with Russell raw this will be my first hardcore doodle session with them going through the principles of how we build ClickFunnels into the category king it is. Things I've learned along the way, the pros, the cons, the ups the downs, and yeah stuff I don't get to talk about typically. So, that's the cool thing about these groups, if you look at our coaching programs we have all the base level stuff. And then if you come in one funnel way and courses and all that kind of stuff, but when you decide to ascend up and get into coaching with us, the first is our Two Comma Club X coaching program. The goal of that is to get somebody from where they are today to Two Comma Club. After you get done with Two Comma Club and you've made a million dollars inside of a funnel, that's when you get invited into the Inner Circle and then from there into category Kings. But it's interesting because the reason why we break it up like that, we used to always have it all together and everyone would be dumped in one coaching program. And it was tough because, or one mastermind group, but it was tough, because there're different conversations that happen at different levels. Like the conversations I'm having with people that spend $150,000 to be in a group, they have to make a minimum of five million a year, and have had to sold over 10 million. They had to have won at Two Comma Club X award. The conversations they have in that room are different than the conversation that happen in a room with people who just passed the million dollar mark. And they're different than the conversation I've going to have with somebody who is in a startup mode trying to get into Two Comma Club. So it's just fun, because again these are things I don't get to talk about, or share ever. And so the place it gets to happen is here inside Category King. So for you guys who are looking to say, okay this is the path, I'm going to hit Two Comma Club X. And then from there Inner Circle, then Category Kings, just know we do record these things and there's a private members there. So when you get to Category King some day, come in here and watch Dave Peterson's talk on Category Kings and watch my presentations from the next day. And you'll have a chance to kind of see where I went from there. So with that said, thanks for listening. This is a long episode because I got a long ride. Hopefully you guys enjoyed it. I miss doing stuff like this, I'm going to try to... We have some fun updates to the podcast coming that I'm doing a few things more long form, I'm going to have someone come and interview me on some topics, because I think those make fun episodes and yeah it's going to be anyway... I'm going to be spending more time with you guys here, is my plan and my goal. So with that said, thanks so much for everything and we'll talk to you guys all again soon.

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

Não dá para dizer 'sim' para todos os clientes: para vender mais, é necessário segmentar e selecionar. Neste episódio do Café com ADM, Leandro Vieira recebe Fabio Soares, diretor da Avengers Agency e premiado profissional de marketing, para falar sobre como as empresas podem gerar mais receitas aplicando estratégias de marketing digital. Conteúdo recomendado SERVIÇOS PARA SUA LOJA VIRTUAL Conheça a Nuvemshop, plataforma completa para e-commece. Por esse link exclusivo, você ganha 25% de desconto na primeira mensalidade, além de 30 dias gratuitos e 90 dias de isenção de tarifa de vendas. Sobre o entrevistado Fabio Soares tem uma profunda afeição por arte e música ao longo de sua carreira tocando para vários artistas em todo o mundo, incluindo vários programas de TV, o Grammy Latino e o show de Dick Clark. Como um músico muito procurado, ele se tornou um professor de música para crianças de celebridades, incluindo o filho de Mel Gibson. Cansado de estar na estrada, ele decidiu combinar sua paixão por arte e marketing criando uma agência de marketing. Primeiro, ingressou como Chief Marketing Officer no The Living Proof Institute, nos Estados Unidos em 2017. Em seguida, no ano de 2018, ele fundou a Avengers Agency, onde utiliza ferramentas e estratégias de ponta nos EUA ajudando inúmeros clientes a encontrar sua paixão e monetizar seus produtos e serviços on-line e off-line. Desde a fundação da Avengers Agency, Fabio ganhou 5 prêmios Two Comma Club por fazer mais de R$ 5 Milhões em vendas por um único funil, e em 2021 recebeu 3 premiações Two Comma Club X por gerar R$ 100 Milhões de vendas.

Kiana Danial (aka the 'Queen of investing') is an award winning, internationally recognized personal investing and wealth management expert and author of four books, including Cryptocurrency Investing For Dummies. Myles and Kiana talk about her long road to becoming an expert in investing and an advocate for women in finance, as well as how being a Two Comma Club X coaching student led her to receiving key advice from Russell Brunson that guided her to focus more on the audience she was called to serve. Kiana discusses how her many funnel failures and hard learned life lessons were what led her to eventually achieving her goal of a 2 Comma Club Award. Hear Kiana relate her extraordinary journey and how she creates amazing funnels and content by listening in and securing your ticket to Funnel Hacking Live 2021! TikTok : kianadanial Instagram: @investdiva Facebook: Kiana Danial Get your FHL 2021 tickets today! Join our Messenger Tribe! https://m.me/clickfunnels?ref=cfpodcast-join-CF-tribe

Austin Ford is known as the Challenge Funnel King.  Austin and his team use challenge funnels to consistently generate 30K-$100k a month in recurring revenue for SAAS companies. Austin helped a company scale to $15 million/year in annual recurring revenue in one year. He is one of the most sought-after marketing strategists when it comes to online challenges. Today he is going to talk about how to use digital challenges to help SAAS companies drastically reduce your churn and get those forever customers.   Learn More Earn More Business Growth Podcast Host: Brian Webb Guest: Austin Ford Episode 29: How To Scale Your SaaS Business With Online Challenges __________________________________ SUBSCRIBE Apple  |  Google Play |  Spotify  |  Pandora |  Amazon Music | iHeartRadio | Stitcher  ________________________________ PEOPLE MENTIONED IN THIS EPISODE Russel Brunson Stephen Larson Max Muscle Nutrition IIFYM Nutrition Credit Repair Cloud Credit Hero Challenge ________________________________ RESOURCES & HELPFUL LINKS Whatbox Digital Funnel Build Website Challenge Creation Bootcamp ________________________________ TRANSCRIPT  Brian Webb: One of the things we talk about a lot here at Whatbox Digital are sales funnels. Every business needs a sales funnel. In fact, every business needs multiple sales funnels. Sales funnels are how you convert someone from someone who does not know who you are to having a curiosity about you, to developing trust through enlightenment, and ultimately to some type of a commitment or a conversion. My guest today, Austin Ford is known as the challenge funnel king, which is a very specific type of sales funnel. Austin and his team use challenge funnels to consistently generate 30,000 to $100,000 a month in recurring revenue for SAAS companies. In fact, Austin has actually helped a SAAS company, a software as a service company, scale to $15 million a year in ARR or annual recurring revenue in one year. He's definitely one of the most sought-after marketing strategists when it comes to online digital challenges. And today he's going to talk about how to use digital challenges to help SAAS companies drastically reduce your churn and get those forever customers. He's going to talk about how to get users to pay for your free software trials and he's going to talk about how to outspend your competitors to acquire new customers without dipping back into your own revenue. So, let's not delay any longer. Let's jump into my interview today with the challenge funnel king himself, Austin Ford. Austin, it's good to have you on the show. You and I have been talking for a while about having you on. And so, it's exciting to finally have you here on the show today. Austin Ford: Yeah. Excited to be here, Brian. Thanks for inviting me. Brian Webb: Yeah. Absolutely. So, I've got to know the audience is going to want to know how did you become known as the challenge final king? I'm dying to hear it. Austin Ford: Yeah. So, that's actually a pretty interesting story. So, basically, four years ago I started my agency and when I say my agency, I was doing everything inside my agency. I was building Facebook ads doing a bunch of different funnels for people. So, anything from VSLs to webinar funnels, to high ticket funnels, we were even running like Pinterest ads, things like that. So I was doing all kinds of crazy stuff when I started this agency and I was actually getting pretty good results with clients. One guy was, he had this RX discount card company, and basically, he asked me to build out a VSL for him. So, I sold him a VSL because I was desperate for some money. Brian Webb: And for the audience [inaudible 00:02:24] just to jump in, that's a Video Sales Letter audience, but keep going Austin. Austin Ford: Yeah. So, I sold it to him for 500 bucks and he actually ended up writing to the two comma club or seven figures with that in less than eight months. Brian Webb: Amazing. Austin Ford: So, he had a really good ROI with that. Brian Webb: And again, audience, when he says two comma club, that means it did at least a million dollars in total revenue. Well, that's a very big deal. You should be super proud of that. Austin Ford: Yeah. I got a case study with that guy. Another company that we worked for was like a supplement store. So, it was called Max Fit Supplements or Max Muscle, excuse me, Supplements. If you're on the West Coast, you've probably been in this a few years and stuff, but anyway, we did like $30,000 in sales with them in less than a week. And we just did some Facebook ads and reactivations with like chatbots and stuff. And then also worked with a company called IIFYM Nutrition and this guy was having problems. So, he had like 500,000 people visiting his website every single month, but they were having a hard time optimizing it and selling their coaching programs. So, they offered nutrition coaching. We ended up scaling that company up to like $3,000 per day. So, I was having great success, but my problem was I was running this boutique fast agency. So, what fast stands for, it stands for funnels as a [crosstalk 00:03:42] service. And here was my problem. I had customers of all different types of flavors, right? I was doing a bunch of custom work. So, every time I got a new customer in my business, I had to reinvent the wheel, go see what worked out in the market, and then go build that for them, right? And I obviously was not charging enough. Charging $500 for a VSL is not enough. In fact, one lady got on the phone with me and she wanted me to run Pinterest ads where I sold it to her for $5,000 and I actually went and learned how to do Pinterest ads on YouTube. So, I was just bootstrapping this whole business. Brian Webb: A 100%, yeah. Austin Ford: And obviously, that's not super sustainable. Just always looking for money, getting clients on the phone, being desperate and then selling them whatever they wanted and then going out, reinventing the wheel and building it, right? Brian Webb: Yeah. Austin Ford: So, at the time I was in a coaching program called the Two Comma Club X Coaching program. This is a program with Russell Brunson, the owner of ClickFunnels high ticket. So, it's a $25,000 a year coaching program BN. And I remember actually posting this post inside of their Facebook group. And basically, I don't really remember exactly what the post said, but it was something like, "I've been having zero momentum over the past week. I can't escape, I'm bogged down. I pulled in 1,000 different directions or ideas and I'm always trying to serve all these different clients. I don't know what the focus on." And at the time I was almost completely maxed out my credit card and I had no idea how I was going to pay for my team for the coaching program for next month, right? So, I ended up getting, so what I learned from that was when I made that post, I was super vulnerable. I had like 100 people comment on that post. And they were like, "Hey," here was the question that they all asked. They were like, "What do you do? How do you help people?" Right? And I thought that was interesting when I saw those, all the comments were about the same thing. But then do you know who Steve Larson is? Brian Webb: I do not. I do not know Steve, no. Austin Ford: Okay. So, Steve Larson, he was another coach in the Two Comma Club X Coaching program. All you need to know about Steve Larson is, he usually yells at you, right? So, he was like, "Hey, let's jump on a Zoom call, and let's handle this right now, right?" So, I ended up jumping on a Zoom call with Steve Larson and he was like, "Hey dude, did you see all the comments inside the Facebook group after you made that post?" I was like, "Yeah. I noticed that everybody has no idea what I do." And he literally started screaming at me over the Zoom call. And he said, "You're right. Nobody knows who you are or what you do. You are a nobody." [crosstalk 00:06:11]. Brian Webb: Wow. Okay. All right. Austin Ford: So, anyway, Steve Larson basically told me, he was like, if you want to have success and you want to have major success, this is what you need to do. You need to niche down, pick one customer to focus on, solve one big problem for that customer and charge a lot of money for it. That makes sense, Brian? Brian Webb: It does. Absolutely. Austin Ford: So, I wish I could have said I figured it out then. I did not figure out then it wasn't until like three months later, I ended up jumping on a cruise ship and I'm going to tell you guys how I actually became the challenge funnel king right now. Brian Webb: Okay. Austin Ford: I actually ended up jumping on a cruise ship. It was called the Two Comma Club X cruise ships. So, it was a marketing cruise ship. There are about 300 markers on this cruise ship. And I was sitting at a mojito bar and I was telling this wonderful person, her name is Latasha, I was telling her about my problems and the agency and what I was going through, right? Brian Webb: Right. Austin Ford: And I basically told her, I was like, every time I get a new customer in my business, I get them on the phone. They tell me what they want out of desperate need for money, I sell them what they want for not enough and then I go and have to rebuild the whole thing and reinvent the wheel, right? And he told me the same thing Steve Larson told me. She was like, "Dude, this is simple. You need to focus on one customer, solve a big problem, and charge a lot of money for it." And I was like, "All right, I'm going to solve this right now. So, like four mojitos in at the mojitos bar, we're sitting there going back and forth. Brian Webb: You're my new best friend, by the way. Austin Ford: Yes. So, we're going back and forth about all the different successes that I had and what I could niche down into and stuff. And long story longer, she ended up bringing up, "What about challenges? Nobody's teaching challenges or helping clients build challenges? What if you would..." And she actually said, "What if you were the challenge funnel team?" And at the time notice I have an agency called Funnel Build, right? I've never built this thing called a challenge funnel. Brian Webb: Okay. Austin Ford: And I was like, and I had asked her, I was like, "What the heck is a challenge funnel?" And basically, she told me this. She basically said, "A challenge is a process that takes your customers through a series of simple daily tasks, anywhere from five to 30 days to achieve a specific result." And here's the best part. The best part about challenges is, is that people will actually pay you to take the challenge. So, an example would be like 28-day fat loss challenge. So, in 28 days, people are going to lose, like, let's say the goal is 10 pounds and you could charge $47 for that, right? Brian Webb: Okay. Austin Ford: [inaudible 00:08:43] In the door. Brian Webb: Right. Austin Ford: So, I was like, holy cow, this sounds awesome. And without knowing anything about challenges, I ended up saying right there, just declaring my destiny. I took my little toothpick umbrella thing out of the mojito drink and then I found some old gum under the bar stool table and I ended up slamming it on the bar and then putting my little toothpick in there and just saying, "I'm going to be the challenge funnel king." Brian Webb: You made a declaration, right? Austin Ford: Yeah. Brian Webb: Yeah. You made a declaration. Yeah. Well, That's a great story. Austin Ford: Yeah. So anyway, I ended up purchasing every single challenge, an online digital challenge that I could find, right? And I ended up mapping out the entire thing. So, I put everything out like on a canvas and I basically had dissected and looked at what made these things work. Ended up transforming my entire agency funnel build to now only building challenge funnels for clients. And I even created my own challenge called the Challenge Creation Bootcamp. And we had some pretty amazing case studies come out of that. Our clients were making anywhere from 45 to 60,000 to $100,000 their first month launching their challenge. Brian Webb: Fascinating, yeah. So, now we know you became the challenge funnel king, thanks for sharing that. And you kind of even told the audience what a challenge funnel is and even how long it should be. What do you think it is that makes challenge funnels work so well? Austin Ford: Yeah. I think the biggest thing that the biggest reason challenge funnels work so well is because of the hyper-focus result, well I call the hyper-focus result. And what this is, is basically what the challenge is, is you're giving somebody a transformation or you're promising them that you're going to get them a result, right? With the hyper-focus result, it focuses on three things. Number one is who is it? Who is that person that you're going to get a result for? Number two, what is the results specifically that they're going to achieve? And number three, what is the timeframe that they're going to actually achieve that? If you can combine all three of those things, that's what makes these challenge funnels, quote-unquote funnels, convert. Brian Webb: Now you work a lot with SAAS companies and how do these funnels also help to drastically reduce customer churn and get more lifelong customers or forever customers? Austin Ford: So, when I ended up switching my entire funnel building agency, I was actually approached by a company called Credit Repair Cloud. So, basically, I'm going to tell you a little bit about Credit Repair Cloud, because it will give you an idea about the question you just asked, how we're basically solving the big problem for them. Credit Repair Cloud is basically a CRM slash credit repair management tool, right? Brian Webb: Okay. Austin Ford: And Daniel, the owner of the company came to me and he's like, "Hey dude, we've been seeing what you've been doing with the challenges. Do you think a challenge would work for our company?" And I was like, "Yeah, I think it absolutely would." And here was the biggest problem that they said that they had it. This is the problem most SAAS companies deal with. The problem is they're very feature-heavy and they're selling a lot more of the product instead of the outcome or the result that the customer will receive- Brian Webb: [crosstalk 00:11:54] For transformation. Austin Ford: Yeah. The transformation that they will receive from using their software, right? And typically it looks like this. They spend a bunch of money on traffic to start free trials. And then they're going to hope that those free trials stick around long enough to recoup their ad costs, right? So, basically, SAAS companies are paying people to try their software. So, they spend a lot of money on ads to attract what I call trial freeloaders, who don't take initiative, who don't understand the value for the price. And they end up canceling faster than they signed up. And this also causes most SAAS owners to daydream, right? They're just like, holy cow, either I have to get the funding and put all this money and the capital into growing this thing or I just have to take a risk and hopefully, people stick around long enough. The solution we came up with is, is like, what if we could get their customers to actually pay for trial? Brian Webb: Fascinating. Keep talking. I'm curious. Yeah. Austin Ford: Well, so basically the model flips. So, instead of running traffic to a free trial, now we run traffic to a challenge that promises the results, and during the challenge, we get them to activate that trial, right? So, we completely flip the model and most challenges that we build for SAAS companies, we don't mention anything about the actual software. Brian Webb: The transformation, yeah. Austin Ford: It's not about the transformation, it's all about the result. So anyway, we ended up launching this challenge for Credit Repair Cloud. The first time we launched it, we ended up getting 450 people to join the challenge. And they made about, I think, $30,000 on the front end, but that's just front end money. So, usually what you do with that front-end money. So, that's people paying to join, right? So $31,000 people paid to join this challenge. Brian Webb: The challenge itself, right? Austin Ford: You guys could go check it out if you want, it's called the creditherochallenge.com. Brian Webb: Okay, creditherochallenge.com. Austin Ford: They made 30,000 on the front end, but that's money that you just put back in the ads, right? Here's where it got really interesting. On the backend, they had 50% of those 450 people start a new trial. Then during the challenge, they learn how the user software and then we ended up retaining 60% of those new trials. So, we ended- Brian Webb: Fascinating. Austin Ford: ...We ended up having 130, like 130 something trials actually stick. Their software is $179 a month. We increased their total monthly reoccurring revenue by about $25,000. That was one campaign, one 14 day challenge. Now imagine we run this thing for them every two weeks. Brian Webb: That was going to be my next question is why not do it on a recurring basis because that totally makes sense? Austin Ford: Yeah. So, we run the challenge for them every two weeks and it does the exact same thing like clockwork. We get anywhere from 300 to 600 people in at a time, 50% activate a trial during the challenge, around 60% end up sticking and we keep increasing their monthly recurring by 20 to $25,000 every time we run this campaign. And in within the last year, we've increased their revenue in less than a year, we've increased our revenue to 15 million annual recurring revenue, just running this one challenge is the same thing. It's completely automated. Brian Webb: Kudos to you, you are the king. So, basically then what you're doing is while people aren't paying for the trial of the software, in essence, they are paying for the trial by putting their money into getting into the challenge, right? Austin Ford: Yeah, 100%. Brian Webb: So, one of the big, this is something that every business owner in the world wishes that they knew how to do, how to outspend the competition to acquire new customers without dipping into your own backend revenue. Talk to us a little bit about that. Austin Ford: Yeah. So, with this challenge that we ended up creating. So, when we first launched the challenge, we did it to their internal list. So, with all my clients and what I like to do is I like to promise them, "Hey, what you spend on me to build this thing, we're going to try to get you back on the first launch." And we typically do that with their internal lists. So, whatever list they have internally. But when you switch the cold traffic, it becomes a different story, right? And honestly, just to tell you the truth, when we launched this challenge, it was actually during the pandemic, right? When COVID was hitting and it was spreading across the US, Credit Repair Cloud ended up shutting down their virtual, not virtual, but they're live events. And Daniel said to me, he was like, "Hey, we're relying on this challenge to work and push us through this." So, a lot of pressure on me because it's one thing to launch to a list of people that know who you are. They've heard of your brand. Perversions are much better on that. But when you go to cold traffic, conversions can be scary sometimes, right? Brian Webb: Oh, yeah. Austin Ford: So, we ended up actually running cold traffic to this challenge. After we launched the first one, we got the second one up and running and we were hitting the ads right then and there. When we started running the ads, they were spending around 20 to $30 to acquire a customer on the front end of a $47 challenge. They were actually making money. Brian Webb: They were profitable right from the beginning, yeah. To cold traffic, yeah. Austin Ford: Now fast forward today this year, the costs have gone up obviously due to a number of different factors, but they're currently spending $88 to acquire a customer for this challenge. The average cart value I believe is hovering around the $75 mark. So, they're spending $10 to acquire a customer into their challenge now. They're activating those customers on the back end, right? So, if you're eight, so basically the challenge it's a self-liquidating offer, right? Brian Webb: Yeah. Austin Ford: So, if you're able to actually spend money or spend less money if you can make it break even, great. If you can make money off the front end, great. Even if you're spending a little bit less than, it's costing them $88 to acquire customers. They're recouping $75 of that, right? So, they're willing to spend now to do that, but they're spending 10, knowing that 50% will sign up for a trial and 60% of those will actually stick, which goes around. I think it was like 25, 30% will actually adopt the software at the end. It's a no-brainer that a company has been scaling extremely fast over the past year. Brian Webb: Yeah. One of the things I tell clients all the time is marketing done right is really very extremely formulaic, right? And so, what you've done with the challenge funnel is you've given them a system, a marketing system that's proven and by the way, recyclable. Like you said, they're running the same challenge funnel over and over and over again. I'm sure at some point it'll make sense to refresh it somehow a little bit, but you've literally given them a propeller or another jet engine to put onto the airplane or their business to move them, to get them the thrust, to move forward and grow their business. You've given them a system basically. Austin Ford: Yeah. Brian Webb: So, let me ask you this, what's one or two pro tips you wish you would have known in the beginning. This can get down into the weeds, whatever what's one or two tips that you would tell the audience that you need to do it this way to optimize or avoid this mistake? What's something you can tell the audience that they wouldn't know without having your years of experience? Austin Ford: All right. I got a bunch of great things but I got two that are coming to my head right now. So, number one is, if you're thinking about building a challenge and you want it, the biggest thing is you want the front end to convert, right? And this goes back to delivering a result that your customer actually wants, right? People don't buy stuff. They don't buy products. They buy results. Think of aspirin, right? I don't go to the store and buy aspirin because it is in a pretty bottle or that it has a special chemical, whatever aspirin is made up of, right? I buy it because it relieves pain. And people will buy based on these two emotional needs. One, the avoidance of pain. Two, the pursuit of pleasure, right? Think about anything in your life like for me, if it's Valentine's day, I'm going to go buy my wife flowers. Why? Because I want to avoid the pain of her being upset and I want to pursue the pleasure of her loving me more, right? Brian Webb: Sure. Absolutely. Austin Ford: So, anything that you've done in your life is based on those two emotional needs, right? And it's not different for a challenge, but here's the thing, Brian. And a lot of people don't know this. There's actually something that's more powerful than the result. Well, it's called outcomes, right? Brian Webb: Yeah. Austin Ford: Think about this, products produce outputs that produce results, right? So, if somebody uses your product, it's going to have outputs that produces a result. The result is great. But a result also produces outputs that gives that person outcomes. Now let me explain this really simple to you. Brian Webb: Sure. Austin Ford: Think of heart surgery, right? What is the product of heart surgery? Brian Webb: The surgery itself. Austin Ford: Exactly. Brian Webb: Yeah. Austin Ford: Six hours of heart surgery, 10 new medications, a donated healthy heart, your family crying, right? That's the product of heart surgery. What's the result of heart surgery? Brian Webb: You get to live. Austin Ford: Well, it's actually, you get a new heart, right? Brian Webb: That's true. The result that you get a new heart, yeah. Austin Ford: The outcome is exactly what you said. Brian Webb: More time with your family and the people that you love, right? Austin Ford: Exactly. The ability to be active, avoiding death, funeral costs. Those are the outcomes people want. Now let's put this in perspective to what your audience would probably end up using. Brian Webb: Okay. Austin Ford: Think of a coach who teaches online trainers, right? Brian Webb: Right. Austin Ford: The product of that coach. So, let's say he teaches online PT, like personal trainers online, his result for the program is a $10,000 a month online PT business. The product of that program is eight weeks online PT program, I don't know, a high ticket sales training, lead attraction system, whatever. It's all the stuff, right? That's the stuff that people don't want to deal with, but that's the product. That's the pain people have to go through to get the result of 10,000 a month. What's the outcome? Be their own boss. Quit their 9:00 to 5:00. Create financial freedom. So, what I'm trying to tell people is like, number one, all my challenges are based on outcomes that clients want. [crosstalk 00:22:21] not sell products on those sales pages. It's all based on the outcomes and the results that they will receive going through the challenge, right? Because people are signing up for a challenge to get something done in their life that's caused them pain and is not moving them closer to pleasure, right? The next tip that I would give is I wish I would've known this, but it's super critical at the beginning of your challenge, whether it's a five-day challenge or a 14 or 21 day or 30 days, like however long, the challenge is, it's super critical that you implement these things at the very beginning of the challenge to have success and to drive people all the way through to the end. Brian Webb: Okay. Austin Ford: Again, you have to tell people and repeat what is the transformation that they're going to get going through the thing that you're pushing them through? Brian Webb: Sure. Austin Ford: You got to remind them why they're doing it. Brian Webb: Right. Austin Ford: Number two, you got to showcase studies of people actually doing the thing that they want to achieve. People that were just like them and got to where they want to be, not yourself. So, case studies. Another thing you want to do at the very beginning of these challenges is you need to give them data and numbers to cast the future vision, right? And you need to get your audience to imagine what life would be like to achieve that. There also needs to be internal transformation, right? This is where like Russell's if anybody has ever read Expert Secrets, this is where Russell's manifesto that he calls kind of comes into play, right? With the Credit Hero Challenge that we built for Credit Repair Cloud, the transformation was them becoming a Credit Hero, what does it mean to be a Credit Hero? It's deeper than them. It's about impact. Helping other people. We did the same thing with, we're making another challenge called the Massage Hero Challenge, same exact thing. And we tell them, what does it mean to be a Massage Hero at the very beginning? So, if you do all that stuff, I like to call that NLP stuff. But if you do all that stuff, you're setting yourself up for success during the rest of the challenge, because you've framed what exactly they're going to get out of it, who they're going to become. And if they put in the work, the result will be there for them at the end. Brian Webb: Yeah. People never move into a fog. So, the more that you can paint that clear vision of where they are, what the steps are to get to where they want to go. And then obviously you've really highlighted the importance, the necessity I would say of showing them a better future that they can have. I can see where that would make a challenge funnel go even better. Well, I was hoping that you would drop some value bombs today and Austin, you definitely delivered. So, for those in our audience who want just want to connect with you more or know more about what you do with challenge funnels, where's the best place for them to find you? Austin Ford: The best place to reach me is funnelbuild.com. So just F-U-N-N-E-L-B-U-I-L-D.com. They can contact us from there, fill out a form or just explore and see what we're up to. Brian Webb: Awesome. And I'll make sure we get all of that into the show notes, along with your LinkedIn profile, your bio, and phone, all that stuff too. So again, for anyone who this kind of a model is relevant too, I think that there's going to be a lot of people that open their eyes to this for the very first time. Austin Ford: Yeah. I'm super excited about it. It's definitely been impactful for my business, it's been impactful for other people's businesses. And if you're thinking about doing a challenge, I highly, highly recommend it. Brian Webb: Thanks for being here today, Austin. ________________________________ FIND & FOLLOW WHATBOX DIGITAL Website | Linkedin | Facebook | Instagram ________________________________ CONNECT WITH BRIAN WEBB Linkedin | Facebook | Instagram Email: brianw@whatboxdigital.com  Clubhouse: @brianwebb __________________________________ CONNECT WITH AUSTIN FORD Linkedin | Facebook | Funnel Build Website __________________________________

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

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.

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.

On this episode I talk about challenge #3, doing 100 speeches to other people’s audiences. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I hope that you've enjoyed the last two episodes. Challenge number one, we talked about simplifying your business. Challenge number two is talking about publishing daily for existing audience. And now, challenge number three is called, do a hundred speeches to other people's audiences. Now, these are all parts of a special presentation I gave them at Two Comma Club X high end coaching members earlier this year and I wanted to break it up and share it with you guys because I thought there's a lot of value in it. Hopefully, it'll get the wheels in your head spinning about how to have more success with your online business. With that said, we are now going to cue the theme song. When we come back, here's a listen-in on challenge number three. Now, I want to go to the next step. Next step is send an email a day. These are people that are already on your list, right? The definition of you sending an email a day to your list is, they're already on your list. Now, we're talking about, how do we get more people onto the list? Okay. I think that for the most part, most of you guys here in the community, you get good at publishing, but for the most part, publishing happens to your existing group, right? The podcast, it's going to the people who are on my podcast. If I'm doing a Facebook live, it's for the people who are on my Facebook live. If I'm doing an email on my list, it's for people on my email list, right? It's targeting the people who are already following you and the more you do it, the more people will come and follow you but what I want to challenge everyone to do is, how do I amplify the number of people who are on my platform? How do I get more people coming to me so that when I'm doing a podcast, I'm doing an email, more people see it? I want to show you guys a story of something cool that I saw one of my friends, his name is Eric Lofholm and January 1st this year, he posted something on Facebook. At first, I was like, "Huh? Interesting." He posted this, he said, let's see if I can pop it here, he said, this is on January 2nd. I think January 1st, he said, "I have a goal. I'm going to try to do 550 speeches this year. January second, he gave speech number one of 2020, shooting for 550 speeches this year." I was like, "Huh, that's interesting." I'm like, "I wonder where this is going to go. I'm really curious." Then, the next day or January four, two days later. "My goal this year is to do 550 speeches. So far, I've been posting my year to date results. I had two people reach out to me to book me. Yay! No speeches today, I'm at seven for the year so far. A few people asked me my definition of a speech. Here it is: a talk that reaches two or more people." Okay? The definition of the speech: a talk that reaches two or more people. That includes being a guest speaker at sales meeting, delivering a seminar, being on a podcast, delivering a webinar, delivering a keynote or a corporate training. Anyway, that's what he defines that. As long as two people are listening, he considers it a speech. Okay? All right. And then, January 6th, "I'm off to my goal of 2020. Here are my results today. Delivered five speeches, had nine coaching calls, booked two speeches, created four pieces of content delivered one sales presentation at two members of my team. My speech goal was 550 for the year, I'm at 12 speeches so far a year today." That's January 6th, so his average is basically two a day since the beginning of the year. "January 8th, three speeches so far today. Reached about 300 people this morning, 2020 goal, 550 speeches, 18 speeches a year today so far. January 9th, three speeches today, 22 speeches a year today. January 13th, six speeches today 32 speeches a year today. January 14th, eight speeches today, 40 speeches a month to day. January 15th, three speeches today, 43 a year today, 550 is the goal. January 16th, five speeches today, 48 a year today, 550 is the goal. January 17th, two speeches today, 50 ..." and it keeps going on. "January 20th, five speeches today. January 21st, 62 a year today. January 13th, 68 today. January 22nd, 65. January 24th, 74. January 27th, 78." He's one month in, he's got 78 speeches he's given all pushing people into his funnel. He's not pitching to his existing audience. We talked about publishing to your existing audience and most of you guys are doing that. Now, this is going outside, doing speeches to other people's audiences to bring people into your world, sucking them in the lead magnet. If we're not bringing new leads, new people in, then our funnels, our publishing wells will eventually start drying up. Okay. "February 3rd, 98 a year today. February 14th, 127 a year today. February 24th, 148 today. February 28th, March 4th, March 4th." It keeps going, "March 19th, 202 speeches today." All right. It keeps going on from there. Do you guys see what he's doing? Obviously, publishing daily to his own audience, he's going to have to figure out, where can I go and I can give a speech? He devises a speech to somebody else's audience to get more people coming in. Okay. My question for you guys is, again, instead of focusing on building the next new funnel, it's, where can I go to find people to bring people into my funnel? How can I do more of this? Okay? And by Eric putting out this intention of, I'm going to do 500 speeches on other people's fan pages, other people's podcasts, other people's things this year, it's more than one a day. It's forcing me to do it and you look at, the momentum is slow at first, slow at first and the more he did, the more he booked and now, March 19th, he's two months into the new year's, he's got 202 already done of his 550 goal. If he keeps consistent with these, he probably could 2,000 or 3,000 and winning is going to happen to his business, because of that. How many leads and customers and people are going to come into his funnel because he's out there doing presentations to bring people into his world. All right. I was talking to Stacy Martino yesterday and she's like, "Hey, I want to put you on our podcast or do a Facebook live to do your book. I've seen you a lot." I'm like, "Yeah, I've done a lot." In fact, how many of you guys have seen this? I've been doing, on average right now, I'm doing eight a day. I'm doing eight speeches a day, 30 minutes speeches to other people's lists. Okay, I’m in quarantine, I got nothing else to do. Eight a day, I do 30 minutes speeches and I'm doing eight a day right now. Last week, we did eight times five so I did 40. This week, I took Friday off to hang out with you guys but pretty much did almost 35, 40 this week. And from that, we've sold over 30,000 copies of the book. I'm going out there doing the thing, doing the thing, doing the thing. The question then obviously is, "Where do I do speeches to?" I don't know, and it comes back to the foundation of what we've been talking about and teaching you guys for years now, it's the Dream 100. I want you to look at this from a different lens. I think a lot of times, people build this Dream 100 list and they sit on it waiting, "Well, someday I'm going to send them a package with my box" or "Someday, I'm going to do it." And I'm like, "No, no, today's the day." This is how I want to challenge all of you guys to do this, is come back to your Dream 100 list and say, "Hey, on Facebook, who are the people that I could potentially do a speech on their fan page to?" And then, list out those people. "On Instagram, who are the people I could potentially do a speech to their audience with?" And list out the people. "Who are the podcasts that I could potentially speak on a podcast? Who are the YouTubers I can make a YouTube video with? Who are the emailers with emails? Who are the bloggers who have a blog?" And making that list and then, it's not to wait until someday your thing's ready, it's today. Send an email and say, what I recommend is email and Facebook to say, "Hey man, I'm a fan of your Facebook following. I have this really cool free report I wrote called 17 Ways To Do Awesome Stuff and I have a presentation that I can give and I can go anywhere from 10 minutes to 30 minutes, it's going to help people to be more productive. And then at the end of it, I'll give them a free copy of my PDF with 17 Ways To Be More Productive. Can I come and do that presentation to your audience? I think they would love it." And you asked first person. Send an email, second person, "Hey, Joe. I'm a fan of your Facebook page. Love what you do, I watch all your episodes. My favorite one has been this. I have a question for you. I have a really cool report I wrote right out called 17 Ways To Be More Profitable In The Coronavirus Thing and I would love to come and give a 10 to 15 minute presentation on your fan page with you where I can go through these things and then give people a free copy of the thing. Can I do that? Would you mention me? I'm doing a speech for free to your people." Cool. Next person, next person and just emailing them, one at a time, one at a time, one at a time. If you email 10, 15, 30, a hundred people, how many speeches do you think you could land? My guess is, if you email a hundred people, you'd lend a minimum of 10 speeches. And I guess it's probably a lot higher, but you get 20 or 30 of them. I don't care who you are, if you've got no name at this point, it doesn't matter if you got a sexy hook, something that's timely for their audience, a free presentation you normally charge for you give for free to their people, you'll be able to get people right out to come and play. Come on. Especially since I have this community, can you network with each other, can you guys do speeches to each other's lists?? Now's the time to start getting out there and sharing your message. Now that I'm in quarantine I'm doing it as well. Usually, I'm so busy I'm not able to do presentations, but man, I've been doing all my crazy and what's happening? We're filling our funnel with brand new leads, brand new people every single day. Okay? I want to challenge you guys to do a hundred speeches to other people's audiences over the next 12 months. The rest of this calendar year. Okay? That means it's one every, every other day, every third day or something like that. Basically, make a lot at first but if you're like Eric Lofholm, I just showed you guys, it starts slow and as you do one, it opens the next one and the next one and the next one and it'll be able to ramp up over time. But this is how you're getting new people in so this is different than publishing daily. Yes, I said, "Spend 20 minutes publishing something daily to your existing audience and then go out there and do at least one presentation a day to get new people into your audience so they can see the stuff you're publishing every day." Promotion, publishing. Promotion, publishing. Okay? They're hand in hand. I think I've done a disservice on telling you to publish, publish, publish, and people are like, "I'm publishing and nothing's happening." It's like, "Okay, now, you've got to promote what you're publishing. Getting people in and out. It goes out to going to the different audiences in your Dream 100, doing presentations, doing speeches to everyone and call them to get people to hear a lead magnet so they can hear your publishing and you can sell them the one thing you actually tried to sell them at the end. Do that makes sense? Yeah. Coleen said, "At first, sometimes, it seems hard, but then it snowballs and everyone wants to have you on their show." Yes, yes. Yes. Someone said, "How do you find these audiences?" It's easy. Let's say it's podcasting. You're on a podcast app and I go ahead and I'm like, "Okay." I scroll down to where it says Top Shows, I click on Top Shows. Right next to Top Shows, it says See All so I click on See All and it's showing all the top shows and at the very top here, it says Categories. What category am I in? I click Categories and then here's all the categories in iTunes. There's news, comedy, sports, history, true crime, social culture, arts, business, education, fiction, government, health and fitness kids and family, leisure, music, religious spirituality, science, technology and TV and film. There's the categories in iTunes. If you're like, "My business doesn't fit in those categories," you may not be in a good business because if there's not people podcasting about the thing that you're selling or the market you're in, it may not be a big enough business to really focus on. Your business should fit into one of these categories. I'm going to be like, "Okay, let's say I am a health and fitness," I'm looking at the fitness. Boom, it shows me the top podcasts in health and fitness, the top 200 podcasts. I just gave you, if your health and fitness, there's 200 Dream, 100s so you already doubled how many people you need to have. I'm going to go to every single show host, I'm going to contact them and be like, "What's up, dude. I see that you run the Adaptive At-Home Workouts. I have a finished product. I would love to do presentation showing my number one best workout blah, blah, blah, blah, blah." Okay? And then you go through person by person by person. The next question is, "Russell, how do I find their contact information?" I don't know, you just start clicking around. So click on this right here, it says Sometimes Everyone Hears Things. There's no contact so listen to the podcast and see what do they pitch at the end, what website they sent me to. Then, you go to the website URL I look for contact link. It's just doing the research, doing the homework. Okay? Now, there's 200 people on Podcasters. Now, those are the top 200, but the good news is there's even more. In fact, the Marketing Secrets Podcast gets 15,000 downloads per episode and it's not even in the top 200 in the business category. There are tons of big podcasts you can be on that aren't in the top 200. Then, you can just go to the search bar here and type in, "health and fitness" or in a keyword, type in, "biohacking." I'll type in "biohacking" and I click on it and biohacking may not be the top 200 in health and fitness, but holy cow, there are probably 50, 60, 70 different biohacking podcasts here. Biohacking. Then you go there. There's just podcasts alone. Then, go to Google and type in, "biohacking blogs, biohacking YouTube channels," go to Facebook and start searching biohacking, you start searching it and you go on that thing and you start finding just swarms of people that you could challenge to do with. Cool? Does that help you guys? YouTube, same thing, YouTube, same with Google. They're everywhere. All right.

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

Sarah Morrison, Director of Coaching at Clickfunnels, is our guest on this episode of ClickFunnels Radio and it is long overdue.  She helps Two Comma Club X members utilize sales funnels in their own businesses in order to achieve maximum impact.  Sarah and Dave review what defines success and how it is different for each individual and the different actions steps needed to meet your goals. Connect with her on Instagram @thesarahmorrison or via her website sarahmorrison.com Join our Messenger Tribe! https://m.me/clickfunnels?ref=cfpodcast-join-CF-tribe

Have you ever wondered why I’m always creating new offers and products when it would just be so much easier to sit back and relax? Enjoy this episode from the archives explaining why I keep throwing out so many hooks! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. I learned something really interesting about myself tonight and I wanted to share it with you guys. Hey everyone, I hope everything is going amazing for you guys. Friday, I did a training. So the training was for everybody who had gone to the 10x Growth Con event, Grant Cardone’s event. If you guys were there you saw at the event, I did a presentation and made 90 million, excuse me, not 90 million, that’d be cool, 3 million dollars in 90 minutes, setting all sorts of records and it was really, really cool. Then the next day I got up onstage and we did a bonus where if anyone signed up before I left, basically we were going to let them, I was going to do a workshop where I walked them through exactly what I did and how I did it and all that kind of stuff. So that workshop I actually did on Friday, which was really cool. I thought it was going to be about 3 hours long, I ended up going for 6 ½ hours. I don’t know, I just get excited and I can’t stop talking and sharing and it’s just a lot of fun. Hopefully you guys are okay if I over deliver. But it was cool. And then obviously, immediately afterwards I’m all excited to go and try to turn this into an offer and to sell it, and I bought 10xsecrets.com, and I’m like, “I’m going to put this in the offer, and this and this, and the training….” And my whole brain is going crazy with this whole process. And then part of me is like, why am I doing this? Why am I creating another offer, a new front end, another product? Maybe it’s because I have a problem, I got a funnel addiction, maybe a little of all those things, I don’t know. But what was interesting, I actually this weekend thought a lot about that. It’s fun, I love reading the Facebook comments of people in our groups and especially just hearing people’s success stories and stuff. And there’s this really interesting pattern this weekend for me, as I was just scrolling through stuff. So many people told me, “Oh for me Russell, it was when I read the Dotcom Secrets book, that’s when it clicked.” Or “Oh for me it was when I was at this event and you said this, and that’s when everything clicked.” And “For me it was when…” people are sharing what it was for them that made it all click for them, and when it clicked the business took off. And it made me start thinking, what were the pivotal parts in my journey where something clicked and it was like, transitional shift and shift and shift and shift. Twice this week I did trainings for the Two Comma Club X coaching program, where I shared something that had been shared other places, just had been shared differently and had different stories around it and stuff like that. And the same thing, people were like, “Oh that time it clicked. Now I understand where I’m going.” So you never know when, like when you’re sharing message which one’s going to click with which people. That’s why I keep telling my stories and my things over and over and over and over again, because you never know when it’s going to click for that person who’s there. Sometimes it’s repetitive for some people and sometimes it’s like the thing that makes it click. And I started thinking about this, I’m so excited to create this offer and then I was bummed about it because I was like, why am I doing this? The last thing in the world I really need right now is more money. I’m like, what is the reason? Why am I so excited about doing this? And then it kind of hit me, I think the reason why is that I know that, that training was the newest one I’d done. It was 6 ½ hours, I put my heart and soul into it because I wanted to over deliver. It was really cool actually. I actually went through and I taught the foundation of offer creating, because that’s the key to the webinar. Then I taught the Perfect Webinar, and then I went through the actual presentation from 10x and then I pushed play and watched and paused, “This is why I did that.” Push play, pause, “This is why I did this.” Just kind of went through the whole thing. It was interesting, I even found out a couple of new nuances to the Perfect Webinar that I didn’t ever realize until I was like pausing myself and I was like, “oh wow, I did that thing. I didn’t even realize that.” So I was sharing those things, talked about the price marinade, a whole bunch of cool things I’ve never really talked about before. But I was thinking about this, between our email lists and everything, there’s over a million entrepreneurs that follow me, right. And when I put something out, my job as a marketer is like, re-engage them, and then re-commit them, and hopefully this time give them that aha. So I re-engage them by making a new hook. I talked in the last podcast about hook, story, offer. So I need a new hook to get them re-engaged. Because if I just keep selling them the exact same thing, it’s going to be hard to keep them in. But if you look at this, think about this. I have perfectwebinarsecrets.com, which is like the script and the cd of me teaching the Perfect Webinar right. Expert Secrets is me teaching the Perfect Webinar in way more detail.  Secrets Master Class, which is part of Two Comma Club X, the old FHAT event was me teaching the Perfect Webinar. This was me teaching the Perfect webinar. It’s me teaching it, but it’s like the concepts, the contents not the same, but it’s similar. But it’s repackaged in different ways. Where it’s like, The Perfect Webinar, that was the thing, that was the hook that will get them. Expert Secrets, I talk about that way, that’s the hook that will get somebody. 10x Secrets, we talk about how Russell made 3 million in 90 minutes, that hook will get a lot of people. It’s sexy, it’s interesting, it’s unique. The hook will grab a different segment, or re-engage people. Then, I honestly wish I could, that six hour thing, I wish I could stream it to everybody for free. The problem is I know that if people get it for free, they won’t do anything with it. So that’s why we make an offer, that’s why we make a funnel. Because then I’m hooking them first, then I’m charging them, and the physical act of them pulling out a credit card recommits to themselves that they’re going to go down this path again. So I hook them, recommit them, and then hopefully this time I give them the aha, the thing, that’s the one that…how many times have you gone and studied somebody’s stuff two or three or four times? Like you go to church every Sunday for 20 years of your life and all the sudden that Sunday, that person, whatever it was, you were ready right then. So for me I feel like that, that’s really part of this business. The money, and if you guys aren’t to this point yet, I’m just going to break it to you, the money is not that exciting, moving forward. There comes a point where your house is paid off, everything is taken care of, it’s just not exciting, the money part. But the impact fires you up. So it’s like, I’m hooking them. I have a million plus entrepreneurs, plus everyone else on Facebook, plus the entire world, throwing these offers out trying to hook them and get them to make a commitment. They commit themselves by actually paying for something, and my goal is for this time to give them the aha, the thing where they’re like, “Ah, this is the one.” And I know that 10x Secrets is going to do that for some people and I’m excited. The only reason why we charge and do funnels is because we can get to more people. We can pay for advertizing and that hook gets out to more people, which hopefully grabs people, gets them in, get’s them to commit to themselves and hopefully that will be the one that gets them. It re-engages people, re-ignites people. People who have been on and off, on and off, on and off, hopefully this will be the one for them. Anyway, that’s why. It was kind of cool. It gave me comfort, oh it’s okay for me to do this. I’m doing it for that reason. I want more people to be like, “10x Secrets, that was the one that gave me the clarity that I needed and the permission to do my thing.” Or maybe it’s Ignite Your Funnels, that’s coming out later this year. Or maybe it’s the next thing. That’s why I keep doing it. In case you’re wondering. Why I keep putting out offers, because I’m trying to hook people, get them to recommit to themselves and hopefully have that one be the one that gives them the aha that makes them move. So I’m curious for you guys, when was it? Which was the thing, the product, the idea, the thing that gave you the aha where you’re like, “That was the thing.” Or have you had it yet, are you still looking for that? Was it a video, a YouTube video, a podcast, a product you bought? There’s a reason why I’m preaching like crazy around the clock to you guys, it’s because I’m hoping and waiting and wishing that each of you guys will get that aha from one of these things. Give you the thing you need to like, “that was the piece. That was the piece I was missing.” So if you wonder why I publish so much, that’s why. I love it, and the feedback. I literally just scroll through the Facebook feed and I’m just liking everything, it just makes me so happy to see all the positive stuff. Anyway, appreciate you all thanks so much. Talk to you guys soon. Bye.

A really cool strategy to meet your Dream 100 and get their customers to flow into your funnels. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. I hope you guys are pumped and excited for today. Today, I'm going to bring you some charisma, some hacking, some excitement, and a whole bunch of fun stuff. All right, everybody. I wanted to funnel hack somebody today because what they're doing is really, really cool, and I think it would behoove you all to watch what she is doing. The person I'm talking about, her name is McCall Jones. The story, as I know it, and I probably don't know all the details, but she is related to Kathryn Jones, who is our resident design hacker who spoke at Funnel Hacking Live this year about design hacking. She was so excited that she was going to speak on stage. She invited her friends and her family to all come watch her crush it, and she did crush it. She did an amazing job. One of her... I think it's her sister-in-law, came not knowing anything about what in the world we do, and she sat there and watched Kathryn do her thing. Then she watched the entire event, and she was like, "This is amazing. I want to do something related to this." Now, McCall's background... Actually, I don't know all her background. I do know that she was on... What's that show? I keep thinking it's So You Think You Can Dance. That's not it. She's was on High School Musical, part two, I believe. I may quote that wrong. Maybe it's part one. I've never seen either of them, I'm not going to lie, but I think she was on High School Musical, part two. So, she's got an acting career and a bunch of stuff like that. But she's watching this, and she's like, "Oh my gosh. Kathryn's teaching design hacking. Russell's teaching funnel hacking. I could teach how to hack what I do," which is, she's, as an actress or actor... I don't know what they call themselves nowadays. I don't know what's politically correct, so I apologize to all the actors who I just offended with my unknowingness of how to say it right. But anyway, she was like, "I can teach people how to hack charisma. How is Russell able to get on stage, and what is he doing and why is he doing it?" and all that sorts of stuff. So, she decided that she was going to become the person who is going to teach people who want to become speakers or authors or selling from stage or do webinars or Facebook Lives how to actually get charisma, because a lot of people don't have that, right? They come on like, "Hi. I'm Russell," and they're all nervous, like I was 15 years ago, right? It's scary at first. So, she's like, "I'm going to teach a framework for how people can do charisma hacking." So, that began her journey. She said, "This is my thing. This is the spot in the market that I'm going to claim. I'm going to teach people this process. I'm going to call it charisma hacking, and this is my thing." Right? First off, everything so far what she's done is awesome, right? Same thing for you, right? You should be in your marketplace looking around like, "Where's the gap? Where are people not talking about? What can I do that can be unique? What is something that my gifts bring to the market that's going to be different than anybody else?" For her, because of her acting career and her understanding of these things, she thought, "This is the segment of the market I can carve out that can become my own, where I can become the category king in it." So, that's the first lesson. Second lesson. Then she went out there and she created a framework and she started a coaching program. She started training people how to do it. I'm sure she did a lot of it for free. She started going into Kathryn's groups and teaching this concept called charisma hacking, where she was testing out her process and testing things out. She came in to mine. I had her do a training for our Two Comma Club X members, because so many of I'm teaching them to publish, and they're scared to death to publish. I'm like, "Hey, McCall. Can you do a training for my people, teaching them the basics of charisma hacking and looking around and finding people who are successful and modeling them?" So, she made an amazing video for our members. So then, now, all Kathryn's members, they're my members, and other people are learning from her. She's going out there working for free, right, getting her content out there, plugging it strategically into people's coaching programs, where she has a chance to, first off, practice her material, practice her framework, essentially learning it better, and basically did all that stuff for free for everybody, right? Now, she's learning it. Now, from there, she's able to go and she's created a whole value ladder, right? She's got a core. She's got live one-on-one trainings. She's got things where she can help you, and she has a business related to that, right? Now, this is where most people mess up. They create the framework, they create the product, and then they're like, "How do I sell this thing? Ah." And they're like, "I don't know how to sell it." Obviously, there's a ton of funnels they can sell. I'm not going to talk about that, but I do want to talk about is what McCall is doing now. I just keep being more impressed with her every time I'm watching what she's doing. What she started doing three weeks ago is this thing where, as a way to get lead gen, to get people in the door, and also as a way to connect with her Dream 100. So, I'm assuming... Again, I'm not behind the scenes of all this, but I'm assuming she built out the list of like, "Okay, who are my Dream 100? Who are the people?" And by definition of the Dream 100, the Dream 100 is somebody who has your existing customers on their list, on their social profile, their following, whatever that might be, right? They have the attention of your potential dream customers. So, I'm assuming that McCall made a list, and she put me on the list, she put Dave Woodward, she put Steve Larson, and I'm not sure who else, because she's done it for three weeks now, but I'm sure there are more on there, right? So, what she's been doing is what she calls her charisma hacking weeks or charisma live or something like that, right, where basically what she's doing is each week she picks someone who's on her Dream 100. The first week was me, and she said, "I'm going to charisma hack Russell every single day for this next week." So, every day she went live on her Facebook page and said, "Okay, here's one of Russell's videos. Let me charisma hack him." So, she pushes play on my video and she pauses and talks about what I did and why did it and goes through that. First, she broke down one of my Facebook Lives. The next day she broke down one of my ads. The next day she broke down another thing. And she did that for five days, showing people how I use charisma and how they can model what I'm doing to be successful with theirs, right? Now, what's cool about it is she's tagging me in all these, so I keep seeing it. As her Dream 100, I keep being aware of the fact that she's talking about me, which is flattering, like, "Oh, this is cool." So, I watched a bunch of them, but then also, by tagging it, a lot of my people started seeing it. A lot of my people who are watching started tagging my customers and tagging people and bringing them over. So, by doing this, she's getting my attention, but she's also getting the attention of a lot of people that follow me, right? Now, obviously, right now I'm doing a podcast talking about it, so it's bringing more people to it, right? But it's smart. She's splintering off the market and saying, "Let me do five videos breaking down Russell, what he's doing, and that's going to bring his people in." Right? And the next week she picks Steven Larson, same thing. Me, Chris next, Steven Larson, and she did a Facebook Live he did, and then an ad he did, and then this and that. She broke that down and she tagged Steven on it and brought people from Steven's world into her world. Now, this week, she's doing Dave Woodward. Next week she'll do someone else, right? So, each week she has this consistent publishing process where she's out there publishing, bringing people into her world. Now they can come in, they can get into her value ladder, then they can start sending up through the products and services that she's selling. Okay, what she's doing, is she's taking this thing that she's teaching, taking her framework, and showing how it applies to other people. What's interesting is, I did something very, very similar when I launched ClickFunnels. Okay? I did the same thing, where I was out there and I started showing... It's funny, I still remember this because Lewis Howes, I used to love his website. I still love it, but I used to love his... I remember seeing his site and being so jealous of it, and I found out the company who built it is Digital Telephony,I think. Anyway, I can't say their name, but the company, and I went to try to hire them to build a website for me because Lewis's looked so freaking cool. They wanted to charge me... It was 30-something thousand dollars for them to design a webpage for me, and I was like, "Oh." I'm like, "You guys are good, but you're not that good." Right? So, when ClickFunnels came out, I wanted to show people... I was like, "I want to show you this process." So, I took Lewis's page. I remember I had my monitor. I had Lewis's page on the left-hand side and ClickFunnels on the right-hand side, and I said, "I want to show you how I can build Lewis's $30,000 webpage inside of ClickFunnels in less than 10 minutes." I went through and I literally built his webpage side-by-side until it was done. And I was like, "It looks just like his, right? It didn't cost me nothing. I did it in 10 minutes because I understand these concepts of funnel hacking." And if you were to ask Kathryn, it would be designed hacking, right? How do you model something that's already successful? So, that's what I became really, really good at doing. There's the first practical... The thing that I was doing, I was doing that for a lot of people. I would go onto to Tony Robbins pages and other pages. We used to do Facebook Lives every single week. We called them the Did You Know Show, like, "Did you know you can do this on ClickFunnels, and this and this?" And we'd show off features while I would be basically rebuilding other people's funnels inside of ClickFunnels to show them how we could... and anything else we could build in ClickFunnels as well. And that's initially how I got so much of my momentum off the ground, is by doing that, right? Anyways, I was watching McCall do this. I'm like, "Oh my gosh, this is brilliant." So, for you, I want you to think about this, think about your framework, right? What is the thing that you're teaching, right? Look at that. You've obviously got your product and your courses, and I'm not talking about that, but I'm talking about, how do we fill our funnel with people who are potentially going to buy that thing from us, right? How do you get the attention of your Dream 100? How do you start getting the traffic and the leads and the people coming in, right? This is all the traffic secret stuff we talk about. It's coming back and thinking about that, and then say, "Okay, how can I apply my framework to show how my Dream 100 is doing something correctly," right? "Here's how some of my Dream 100 is building a funnel. Let me show off their funnel. Here's how somebody over here is doing this, is using charisma. Let me show it. Here's how someone over here is using design hacking. Here, someone over here is using..." Fill in the blank, whatever your product is, okay? The nice thing that's... I had to talk with Dana Derricks about this one time. The coolest thing is, when you create a framework, but you name it, it becomes yours, right? So, for example, Dana is big. He teaches everyone the Dream 100, and Dana didn't come up with that. I didn't come up it. Chet Holmes was the one that introduced it to me and to Dana, but Dana's made that... His business is the Dream, the Dream 100, right? And he says, "What's cool about it," he's like, "I can now go, and when I see anybody doing any version of the Dream 100, even if they don't call it that, I can go and say, 'Hey, let me show you how Rachel Hollis used the Dream 100 to make her book the best selling book of all time...'" or of last year, right? And then he can go show that and like, "This is her process, how she did it." And even though she didn't call it the Dream 100 and didn't know, but he was able to say, "This is my framework, how she applied it. It was the Dream 100." And all of a sudden it gives all the credibility now to his framework, even though she didn't exactly know what it was, but she was still doing it, right? Or, "Here's how Tom Bilyeu uses the Dream 100. Here's how so-and-so, how so-and-so..." and start showing people using the tool, the thing that you're trying to do, right? And that is the strategy. That's the big aha, the big secret. Anyway, so think about that. What's your framework? Who are the people, either your Dream 100 or people in the media or whoever, who are unknowingly using your framework or parts of your framework that you can show and you can case study, and putting those out there as videos, as Facebook Lives, breaking them down and showing people, and people start seeing it over and over and over again. That's going to get their attention. That's going to increase the desire, and it's going to make them want the thing that you've got. Okay? Like I said, McCall Jones is doing such a cool job of it. If you go follow her on Facebook, you can see it. You can start seeing what she's doing and why she's doing it, and watch the process. Again, I'm a nerd, where I spend more time watching what people are doing than actually listening to the thing they're teaching me, right? So, with this, with McCall, I'm watching what she's doing, and I'm like, "Ah, this is brilliant. This is so smart," and I hope you guys are watching as well. Anyway, with that said, I'm at the office, I got some fun stuff to do today. I'm pumped. A lot of exciting things are happening. I can't tell you about them all right now, but the next three to six months inside ClickFunnels is going to be crazy, and I cannot wait to show you guys all the stuff we're doing. I'll reveal as much as I can behind the scenes here on the podcast, but with that said, appreciate you all. Thanks for paying attention and listening, and I'll talk to guys all soon. Bye, everybody.

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.

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

I’ve been working on an assignment with the 2CCXers, and I want to share one of my big takeaways that I had last night. I want to share something with you that I’ve been thinking about a lot lately. We just launched our new Two Comma Club X coaching program a couple months ago, and one of the first things I asked everyone in the program to do (almost 400 coaching students)… Was to TRASH their current email address! WHAAAT!!!!

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

If you’re creating courses, here’s one of the secrets to make the course even better. On this episode Russell talks about how he has always been able to teach the strategy of course creation but not really the tactic. Here are some of the awesome stuff to look for in this episode: Find out what "Over the Shoulder" teaching means. Find out why to teach this method Russell had to start a whole new business from scratch. And see what some of the tools he is using to do all of it. So listen here to find out what Russell means when he says he’s teaching with an "Over the Shoulder" method. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets podcast. Today we are recording from my new work at home course creation studio at my house, and we’re going to be talking about creating your own course and some of the tips and the tricks that I’ve been learning along the way as I’m creating a brand new course, for someone who hasn’t done this in a while. And it’s been so much fun, and hopefully this will give you some ideas as you are creating your courses as well. Alright everybody, so I don’t know about you but in my role here at Clickfunnels HQ, I have a lot of different hats, right. There’s like Russell as the CEO hat, there’s Russell the author hat, Russell the webinar guy hat, Russell the….anyway there’s lots of hats that we have to wear. And a hat that I used to wear all the time back when I was starting this game was the hat of someone who creates courses. But that hat has been taken off and put on the shelf for a long time. And this week I’ve been putting the hat back on because I’m creating this brand new coaching curriculum that I’m really, really proud of. Anyway, so basically what I wanted to talk to you guys about is some of the things that I’m learning as I’m putting this hat back on because I’m kind of re-learning how to do it. And it’s been fun. But I want to stress one thing, and I’ve done a couple of podcast episodes about this, I talked about it at Funnel Hacking Live, so I’m not going to go deep into it, but a big part of is understanding how to teach your framework, because the course is just basically you teaching your framework.  So if you want to go deeper into that, go back into the Marketing Secrets podcast back archive and look for the episode about the framework for teaching your framework. I think it’s a good one. But basically that’s where I would start because I’m not going to go deep into that right now, but that’s how we teach framework, we go through talking about how when you learned it and you earned it, talking about, that’s step number one. Number two is the strategy and then the tactics and then the results from other people. That’s the four steps to how you teach your framework. But outside the context of that, how do you actually make the course? So this is what I’ve been learning, this is what I’ve been doing, this is my process so far. So number one, I’m using a really cool new app called Work Flowy, to outline my course.  So Work Flowy is like this, I think they call it an infinity document where basically you have a bullet list and from there you make a sub-bullet, sub-bullet, sub-bullet, and each bullet can become it’s own page and go deeper, deeper, deeper. So what I did is I created the course initially, this course right now is 8 modules, so it’s like, okay module 1, 2, 3, and I had the first 8 bullets were the 8 modules. Then I go to bullet number one and say, “Okay, here’s the module. Here’s all the different lessons inside of this module.” And I say all the lessons. Then they go into each of those, each lesson becomes a bullet point, and you click on that and it goes inside, then I have the outline for each of the lessons. And then inside there I can go another level deeper, you know what I mean? So it’s really cool. You can structure your outline for your course really easily in Work Flowy, I love it. It’s really, really powerful. So that’s the first tool. The second tool now is then I got to turn this stuff into an actual course. And there’s new software that, it’s probably not new for everyone, it’s new for me. It’s called Ecamm Live, it’s amazing. It records your webcam, or it records your ipad, it records your desktop, all these different things you can flash back and forth and do everything. So I’m recording it all in Ecamm Live, which has been really, really cool as well. So that’s been an amazing tool I’ve been using. And then the third thing, and this is the thing I want to spend the most time talking on today, how you actually teach the course curriculum. And it’s funny because most of the teaching that I’ve been doing nowadays is like me sitting onstage teaching a presentation. So I have an outline, a presentation and I teach it, tell stories. And I teach for the most part, the strategy. People get the strategy. But I haven’t been as much of a tactical teacher because it’s just, it’s different. Tactical you have sit down and like, “Here’s step one, two…” and then you’re doing the thing. And it’s funny, I remember when I first got in this business, Bill Glazier was my first mastermind, Bill Glazier and Dan Kennedy’s mastermind group, so Bill Glazier was my first mentor. And I remember sitting in one of the rooms one time and they were talking about a coaching program, and the phrase that they used, and I’m telling you this because this is the inside I want to share with you today, they called it an over the shoulder coaching program. And I was like, “That’s interesting.” And basically Bill said, “Yeah, it’s basically imagine you’re sitting at your desk doing the thing you do and someone’s watching over your shoulder. An over the shoulder coaching program. They’re seeing you do the thing.’ And I realized that’s the piece we’ve been missing in the curriculum in this new coaching course. I was teaching the strategy, people get the ideas and the aha’s, “Oh I understand this, I understand how to do it.” But then they were missing the actual over the shoulder. Like, “Let me show you, let me actually do it.” So what we’re doing right now for this coaching program, which is so cool, is instead of me teaching here’s how to do it, I’m actually doing it. So I’m literally launching a brand new company. I went and bought the domain, and then I went and I got the logos designed, and then I went and did my dream 100 and opened up trello, I’m doing the entire process right now with them, and they’re watching over the shoulder. So it’s not just like, “Here let me tell you that tactics of how this works.” It’s literally like, “Okay, pop over the shoulder, I’m doing this. Just follow me, just do the same steps.” I’m not missing a step, because if I miss a step I’m making a video to show you, “Oh, I forgot about this step. Here it is.” And I’m literally doing the whole thing with them, right, over the shoulder coaching program. So that’s the big thing I wanted to share for your course. There’s obviously the parts where you’re teaching the strategy and the tactics and all these kind of things, but if you look at it from this lens of like, imagine the person just came to your house and they’re sitting behind you, looking over your shoulder as you do the whole thing, that’s the power. That’s what people really want, is the step. At least I think so. I’ll find out. If nobody buys this I’ll know. But that’s kind of the game plan. I’m showing over the shoulder. So now it’s no more strategy or theory, you’re like, ‘Oh yeah, Russell that worked a year ago but it doesn’t work today.” Or “This worked at one time, you know, but the market’s changed.” or whatever. It’s like, “No, let me, literally just sit here and watch me do it. And then just copy me.” That’s literally the process and the path. So I wanted to share that because I think that’s the third tier here as you’re developing your courses. To look at it as an over the shoulder coaching program. Ecamm Live is cool because that’s how it works. In my setup here I’ve got my desktop, where I’m showing the screen, I’m actually doing the stuff so they can see it. There’s my webcam so I can talk directly to it. I also hooked my iPad and I have my Powerpoint slides on my iPad, so I can shift it to Powerpoint. So I can be like, “Okay, here’s the strategy to understand. Now I’m going to jump back on my desktop and actually do it.” And come back to the strategy and go back to the desktop. So I’m going strategy, tactic, strategy, tactic, strategy, tactic. And the tactics being the over the shoulder, here’s me doing the thing. So far it’s been so much fun, I think. Anyway, I’m excited to start sharing this with people. This is part of the new updated Two Comma Club X coaching program. The first module is called Ignite, we’re going to be igniting business. I’m literally, like I said, a brand new business from scratch, taking it and doing it with everybody. So it’s going to be fun, I’m excited to share the results and see what happens. So anyway, I’m sharing that with you guys for a couple of reasons. Number one, hopefully it will get you excited about joining the Two Comma Club X coaching program in the near future, if that ever opens up. Number two because as you’re creating your own courses, think about it from that lens of I’m creating something where someone’s watching me over the shoulder as I’m doing it. And if you look at it from that lens it changes how you create the course content, it changes how you teach, it changes a bunch of stuff, because you’re not just randomly talking about stuff.   You’re actually doing it and letting people watch you do it, which is pretty powerful. So like I said, the tools we’re using to do this for myself is Work Flowy to outline the course, Ecamm Live to record the course, and understanding the strategy of kind of the framework of how to teach frameworks, which is again, here’s how I learned or I earned it, here’s the strategy, now over the shoulder, here’s the tactics of me doing it, and then showing case studies of what other people have done as well. Which in this case, the case study is me as I’m doing it live in front of a live studio audience. Alive-ish studio audience I guess I should say. Anyway, it’s been a lot of fun, I haven’t done course creation in a long time, it’s been really cool. I’m enjoying it, had a lot of fun with it. Hopefully if you guys haven’t created your own course, you should as well, too. I know we have a course called Course Secrets coming out in the future, I bought the domain a little while ago. So we’ve got to create a course on courses now. Because everybody who’s ever done a course wants to create a course on courses, so I’m going to teach you my course on courses. But anyway, I gotta get through this course first so I can make sure I remember all the updated things and how we’re doing it. I said the word course like 18 times in that sentence, it’s kind of funny. Anyway, alright guys, that’s all I got for today. I’m going to jump back in and get something to do. I’m getting back to the studio, which is right here, and I’m going to keep on recording my course. I got a couple more modules, a couple more lessons that I’m going to try to bust out today, and then module number one will be finished for my ignite members, and they are going to die when they see how cool this new training is. It’s so fun. Alright guys, thanks so much for everything, I appreciate you all, and I will talk to you guys all again soon. Bye everybody.

Virginia Purnell:Welcome to entrepreneur conundrum with Virginia Purnell, where growing entrepreneurs share how they get visible online. Today I'm talking with Stephanie Blake about how she helps businesses grow and scale via funnels and Facebook ads. Stephanie is a techno geek that helps passionate and innovative entrepreneurs revolutionize their world by enabling them to get clear on their message and past the hurdles keeping them from their dreams. She enables business owners to create an implement, a plan to dominate their industry and live full out in their calling via high converting sales funnels, cutting edge Facebook ad strategy, and killer messenger bot strategy. Stephanie is a wife to red bearded hero and a mother to four extroverted blessings and a lover of all things marketing back to the future princess bride and blue bell ice cream. Welcome, Stephanie.Stephanie Blake:Hey. Oh my gosh. Thank you so much. I'm so excited to get to be here and chat with you.Virginia Purnell:I am excited for you. Ready to jump in? Oh yeah, let's go. Awesome. Can you tell us a little bit about yourself?Stephanie Blake:I am the mother of four amazing children and married to a wonderful red bearded hero is who I call him. And I run a digital ads agency. So about four and a half, five years ago, my life completely and totally changed when I decided to make a career pivot. I was already pretty geeky. My background is in network engineering and management, so I love to build computers and make them talk to each other. But I got turned on to the digital marketing space by a friend who offered me a job and I fell into the world of sponsored posts, affiliates, funnels and traffic and landing pages. And I was just so in awe and just to be honest, it was almost like things clicked into place whenever I found digital marketing. And so it was, it's been quite the journey since we started. I started an agency about four and a half years ago called Social Sparrow and we're rocking along.We have an amazing team of eight and we just recently got our two comma club award for earning a million dollars in our agency, helping businesses grow and scale using Facebook ads and funnels. And so I'm just excited to be able to chat with you because it's so much fun to just share the passion that I have for what you can do with your life and your business if you are on purpose and deciding purposely to build the life that you want. Cause I just can't even believe, if you would've told me five years ago that my life would look like what it does right now, I would just not even be able to comprehend that. So it's just incredible how far you can come no matter where you start. Because we started in a rough place, things were not good. And the only reason I got the education I did and digital marketing space, I was working for someone else who paid for the courses. And so I really had no frame of reference for what was possible. And so anyway, so here I am. I'm a digital ads agency owner, and do business consulting and coaching. And I just absolutely love digital marketing.Virginia Purnell:It's so nice. Things can fall into place and then how good they feel when they do.Stephanie Blake:Yes, yes. It's almost like a fish that finally gets into water, right. Or a horse that finally gets its gallup for, you know, it's just, it's an amazing, amazing thing to really have things align and feel great as you're doing work that you love.Virginia Purnell:So what do you love most about what you're doing?Stephanie Blake:I think the thing I love the most is the impact because a lot of people have fantastic offers offline. Maybe they have a zone of genius, but they just can't seem to get it online. And with the right work, the right offer, the right messaging, the right traffic, the right audiences, it, all it takes are these little tweaks and twists and turns and someone can lock into place and it literally changes their life. So for example, one of my coaching students literally went from having around $4,000 a month income with his econ product that he was selling. And he started coaching with me about two months ago and this month was his first month to hit $27,000 in 30 days. And that's a major impact. Like his life is directly changed because of his ability to sell his product to the perfect customer and continue to do that at scale. And so that's, I think to me that's what it's all about. That's what I love the most is whenever you can have that kind of impact to help someone truly make their dreams happen as like there's nothing like it, it's the best.Virginia Purnell:Yeah. Such a great feeling that you were able to help someone achieve their dreams or definitely get one step closer to it. Yeah, absolutely. Especially from such a big jump that they were able to do.Stephanie Blake:Yeah. Yeah. It doesn't always happen that fast. But, but yes, even it's so crazy cause even small little changes and, and what some people might consider to be a small difference, if you're only making $500 online, then all of a sudden you find yourself making $4,000 online. That's, that's a huge increase. And that's a really, really big deal. It doesn't always have to be like a, we're making four and then all of a sudden you're at a hundred thousand dollars. It's just about what will make the biggest impact. And sometimes for some families the biggest impact is just simply being able to cover extracurricular activities and not have to worry about if they have to put something on a credit card or not, or they're not sure if they're going to be able to do X, Y or Z. Right. Because not sure if the money is going to be there, which is where we lived our life before I started my agency. It was really, really, really rough. Not knowing if we could afford to really put our kids in the extracurricular activities or fix the fence that was falling down or you know, all those things that come up. And then the difference being that, okay, you know what, I don't have to worry about that anymore because I can take care of that because my business has grown so much. Right.Virginia Purnell:So speaking of dreams and goals, what are some big goals that you're looking to achieve over the next one to two years?Stephanie Blake:Oh man. I think the biggest thing for me is that I've been in circles in a lot of really amazing masterminds over the past couple of years. And I also had the honor and the privilege of getting to coach inside of the Two Comma Club X program for Russell Brunson. And during that time I coached hundreds of entrepreneurs and one of the things that I loved the most was whenever you found someone who really caught their groove and they created their own ecosystem and these individuals, you know, they started off, they had this idea, they made an offer, and then from that offer they found another problem to solve that was related to the audience that they were already serving. They created another offer to solve that problem. Then another problem came up and they created another offer, solve that problem, and eventually they created their own value ladder.And there's this ecosystem and this tribe that they have. And I started my journey in the digital marketing world as an agency. And because I wanted to be able to scale, I very intentionally niched down at the very beginning. So a large majority of our clients were in our local businesses on purpose 'cause they're kind of a different beast. And so we still serve a lot of people in the online community for infopreneurs and things like that. But whenever I start that way, I am my head down to the grindstone. Like I'm working hard, I'm building a team, I'm learning what it looks like to scale. What does it mean to have employees, not contractors, like all of this stuff. Right. And I never created any info products based off of that because it didn't really fit who I was serving for, what I was doing at that time.And so because of that, whenever this, you know, this year one of my goals was to start to build my own ecosystem. So in the next year to two years, not only am I going to have my agency, but I'm creating ads for beginners.com which is training grounds for people to learn Facebook ads for beginners so that they too can start their journey. And then I really just want to serve and be able to help people have significant impact in their lives and change and go after what they want and see it realized in their lives, the learning Facebook ads and kind of going up that ladder that I'll build to serve people at different levels. So that's my biggest one. I want to look back a year or year and a half from now, and then see the evidence of an ecosystem where I have a tribe that I'm consistently serving rather than just an agency, which don't get me wrong, an agency’s a lot of work. It's not just anything, it's a magnificent, beautiful beast. And I love my agency and it's not going anywhere, but with that agency, I also want to have my own ecosystem where I am serving at a different level in the infopreneur space.Virginia Purnell:So having that ecosystem would that, how would that change your business or affect your business?Stephanie Blake:I think one thing that is really, really smart about having an ecosystem and really leaning into that is because it is, it's one pathway. And if you're like me and your creative visionary entrepreneur, then you have ideas coming at you, you know, a hundred to 200,000 times a day. Like there's always an idea. There's always something you can do. But whenever you build an ecosystem, everything inside of the ecosystem needs to fit right. You can't, you know, I guess you could go back to the ecosystems of you know, just what we're taught in school. And if you were to kill all of the spiders, then the bugs would be overwhelming and dah, dah, dah. And I think along those lines, the ecosystem that you build keeps you structured because you have one person that you're serving all along their journey at different places in their journey.And so I think that that's one of the major benefits of creating an ecosystem yourself, because you're not just serving everybody, which you don't really do with an agency either. But if you're just making these one off products, you're not streamlined, you're not focused. And so I think that's one of the main reasons why I feel like it's just so beneficial to do that because for one, it narrows your focus. And for two, it's going to create a logical way to generate revenue for you and your family. That makes sense. While serving at a really high level and solving real problems, what do you feel like the number one roadblock has been stopping me from doing that? Oh, 100% time. 100% and I think, you know, I can't use it as an excuse because what you want, you will create. Right? But I do because of the agency and what I want to do is to have a thriving agency.And I also want my team to be happy. I also want to raise children intentionally. Right? And so, I also want to be a good wife. So whenever you're really intentionally trying to make sure you're, you're plugged in with your children and that you are being a great wife and that you are taking care of yourself physically and you're thinking about the needs of your team and you're serving your clients, creating new systems and processes. And so I've found that I didn't quite understand how to truly catch a rhythm cause I felt like I was always trying to make it about what I could do every day and find the schedule that included every little bit of everything every day. But in reality, the way my brain works and what I've learned even in this past year is that, you know, batching is a real thing for me.I really kind of need to be able to settle into a, a creative thing that I need to do for a couple of hours for it to really come out of me and for it to actually work out and to be a good thing. If I'm trying to say, Oh, you're going to do that for 30 minutes, you're going to do this for 45 minutes is better. Get up cause you didn't go do this for an hour and then you got to call here and don't forget you're gonna break up that car and you're gonna go back to working on it. Then you worked on it at the beginning like forget it. Like my brain does not really work that way. I really struggle with any type of creative thing if I have that kind of calendar. So being able to literally say this whole week I am going to give my agency the first one hour of my time and then the rest of my day I am going to be working fully on this funnel and nothing else interrupts that until five o'clock whenever I stop working, check out with my team and then I'm my family's.Right? So these big time blocks I feel like are what's really, really helped me have some breakthroughs and I hope to continue to help me have breakthroughs as I'm building this ecosystem. Because time has definitely been one of the biggest roadblocks for me and not understanding how I can make time work for me as an individual. Right? Because what works for one person doesn't work for everybody. So true. So true. We're all individualistic. Right?What's working for you right now to attract more business? Oh my gosh. Okay. So I would have to say that for me it's all about networking. I don't intentionally, like, I didn't know I was doing a thing until someone called it out. They're like, gosh, you're such a networker. And I was like, I have. And it's just, I genuinely love people and I love going to live events. And so typically I meet a lot of amazing people and get to chat with them. And I really have a heart for people. So I just want to try to help. And so what has acquainted over the years is just this a mass of amazing, amazing people. Because I've paid to be in amazing masterminds. So whenever you pay to be a high end mastermind, you get to be surrounded with incredible people because they've done something to be able to afford to be in that mastermind.And so because of that, what's happened is, I have this beautiful network of visionaries who know how to make things happen and have, you know, fire in their eyes ready to go after things, right? And so, and becoming known by those individuals who, you know, have followers and they have needs and they know people who have needs. I think that's one of the biggest things that I've had going for me that was honestly unintentional. Now that I see it for what it is, I'm kind of like being a little more intentional about it. Like, Oh wow, I should go to that conference. Even if I don't need to learn the things that are at that conference, I would love to know those people. Right. And being a little bit more intentional about it without getting gross. Like, Oh, I'm going to meet these people because I have ulterior motives.But it's just so neat to look back and see something that came very naturally to me and it ended up benefiting my business and has benefited me as an individual. Just trying to make a way, you know, make my own space in this digital marketing world. So you've kind of explained what you're doing, let's say in real life, what are you doing to get visible or to stand out online? Okay. Again, one thing I learned to do unintentionally was a year, almost two years ago, I launched a course called bot boss where I was teaching how to use messenger bots. And so many people just had no idea what bots were. And so many people were curious, but very leery of bots. And so I just started talking to different people and I started volunteering to do a free training inside of people's masterclass or mastermind and, and it was just awesome.It was a total win, win. Some masterminds I would talk in, I do a one hour training for them, and some of them I would walk away with somebody who wanted me to do a belt build-out or wanting to buy my course when sometimes it was, I wouldn't walk with anything, which I wasn't really looking for. I was, I genuinely was showing up to give value inside of these, these people's inner circles and masterminds. But as a result, I was able to network and get to know people and become visible through small pockets of people. You know, this one might've had a hundred people, this one might've had 20 people, this one might've had 300 people. But they're all people who are anti-ing up to be inside of a program. Right? And so that really served me a lot. And again, unintentionally, I had no idea the value that I was bringing.Like I thought, Oh my gosh, yeah, I was bringing great value and these people were so thankful that I was willing to donate, you know, and do an hour of my time. And I was like, Hey, isn't no problem. This is fun. And then the value that in turn that came around for me, it was people started following me, checking me out or referring me. I would get tagged all over the internet anytime that bots got brought up because I was really getting out there and, and talking about what I was super passionate about. So if you yourself, you know, know people who have their own masterminds or anything like that, you know, reaching out to them and just say, Hey, I've got this really unique thing and here is what, how it could help your people. I would love to do free training and just offer not to pitch guys, you don't have to pitch.All you have to do is just be you and people are going to see you as someone who knows what they're talking about and they'll reach out if they want something or know that you're an expert in it or they'll remember you later. Great advice. Thank you. What would you like to share that I haven't asked you? Oh my gosh, let me think about this. You know, I guess just one thing I would share is just that I was talking to my group coaching group yesterday and one of the things we were talking about is this entrepreneurial journey and how there are so many highs and so many lows and sometimes whenever we're down in a low it feels like, like for instance the person I had just told you about a minute ago who is selling econ. He was talking about how, you know, just, I mean literally whenever he came into my group coaching program, he literally put the money that he paid to be in the program on a credit card cause they didn't have any money.It was literally a step of faith to jump in. And so he was saying it was so dark and it was so, you know, it was desperate times. It was really crazy. Right? Really a step of faith and we were about how we can get in the spots and we feel like, you know what? I just need to quit. I need to go find a nine to five. Someone can hire me. You know, I tried this entrepreneurial gig, this is just too hard and we just want to throw in the towel. But the crazy thing is, usually if we can get our wits about us and we can actually survey what's actually happening, what you might see a picture of in your mind is when you're climbing up a mountain, right? And you work really hard. Let's say you're climbing this mountain for a good 30 45 an hour, right?You come up, you find a ledge and you sit down and you're like, Oh my gosh, you look up and the mountain, I mean it is still like almost straight up in front of you. There's still so much more to go to get to the top, right? Let's, you sit down and you go to rest and you turn around and then you look down and you see how far you came, right? So it can, you can face one way and it can feel like you're never going to make it to the top and it's going to be so hard and like how could you keep going? But then you look back and you never would have imagined that you'd come that far in the time that it took you to come to that place. Right. So I guess the encouraging thing would be like no matter where you are in your entrepreneurial journey, just remembering how far you've come.Because whenever I look back and I think about this speedy journey, like I mean I have an 18 year old. Okay, that just blows my mind. I have an 18 year old, my youngest is seven. And I think about 18 years and I think about when he was born in 18 years. And then I think about my entrepreneurial journey and it's only been about five years. Like we're, we're just now coming around to five years where I really kind of put my foot in this industry and then I look now where I am and I know there's so much more to go. I'm like kicking myself cause I don't have an ecosystem. Right? I'm looking up that mountain and I'm like, Oh my gosh. Like, I've been sitting here and I've known about these ecosystems, I've coached people to build their own ecosystems and I don't have my own ecosystem and I'm looking up at the mountain and I'm like, Oh, what am I ever going to get up there?Right. When reality, whenever I turned around and looked back down, you know, I look how far I've come at th the struggles, how we, you know, lived in this small house and how we, you know, worked through having my first team member and then having to, having one of my team members quit on me for the first time ever. It wrecked me. I was so, I was devastated. I was so upset. And then, you know, having to fire somebody for the first time, what it meant to lead, how to have my own retreat, like the Two Comma Club stage for earning a million dollars in my agency. Like, like if you want to tell me at the beginning of this journey that I was going to build an agency that would make over a million dollars. Like I just, I would've been like, what?Like that would have been inconceivable. So as, as we've, as I've come up this journey and I look back down, I can have so much more appreciation and understanding that all it's going to take is one foot in front of the other to make it up the other side and to keep going to reach the top right because that's all that was. It was one problem and then you solve the next problem, solve that and then solve the next problem and you just keep going and you don't let those Valley days make you forget about where you've come to get to that part. Right. So I think, I think that's, I guess I could share that because that's been the thing that's just been kind of ruminating with me, just appreciation because it was like two years ago I posted on my profile a picture and it was the two comparison shots, right.Of looking up the mountain and then looking how far you'd come. And I was like, Oh, that's so good. And so just remembering how far you've come, no matter where you are, if you're experiencing the Valley and celebrating, just celebrating your wins and how far you've come and knowing that you have whatever it takes inside of you in order to figure out how to solve the next problem. And then you'll figure out how to solve the problem that's after that and you'll keep going.Virginia Purnell:I like that. Thank you so much. Thank you again for such a great interview. How can people find out more about you and what you do?Stephanie Blake:Okay. Yeah. So if you just basically just find me on Facebook and connect with me there, you can actually go to the Stephanie dub Facebook page and connect with me there. I've got a bot hooked up there and just let me know. You know, what's going on in your business. I'd love to connect and meet you and see if there's a way that I can help you or just learn more about what you're doing.Virginia Purnell:Thank you again, Stephanie. Thank you so much for joining us today. Be sure to subscribe and leave some love through a review and I'll catch you on the next episode.Mentioned Links:DistinctDigitalMarketing.comMySocialSparrow.comBotBoss.io

On this special episode with Russell’s first ever guest interview, we hear from Joe Marfoglio about the best things to do to grow your YouTube channel. Here are some of the informative things you’ll hear in this episode: Find out why thumbnails are so important to how many people watch your videos. Hear why Russell’s long intro on Funnel Hacker TV cost him views. And find out what tool you can use to not only track your own videos, but also the videos of your competitors. So listen here to find out Joe Marfoglio’s best tips to grow viewership on your YouTube channel. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets show. I hope you guys are excited for today. We have a special guest, and I’ve rarely, if ever, brought on a special guest to the show. But as we are getting closer and closer to the Traffic Secrets launch, I thought it would be fun to bring on Joe Marfoglio, who is the guy on our team who does all of our YouTube stuff. So we’re calling these tails of a funnel hacker, and Joe’s episode is going to be walking you guys through some of the stuff that we’re doing to grow our YouTube channel, and are following some things that didn’t make sense to me, like cutting out our amazingly designed intros and making thumbnails that look goofy because they increase viewership and a whole bunch of other stuff. He literally took one of our videos that had less than 1000 views, edited a couple of things and boosted it to over 100,000 views with no ads spent. So these are the kind of things he’ll be talking about on today’s episode. So I’m going to queue up the theme song, and when we come back you guys will have a chance to meet my friend Joe Marfoglio. Joe Marfoglio, Joe how are you doing, man? Joe: What’s happening man? Hey, glad to be here. Thank you for that awesome intro. Russell: Hey man, this is the first time we’ve done a live interview on this show before, which is really exciting. Very exciting. And I love you have your Funnel Hackers shirt on, and all your Two Comma Club awards in the back. Joe: That’s it man. I’m just waiting for the Two Comma Club X to come in the mail to kind of even out the set, it’s going to be awesome. Russell: Joe just won one last week, you guys, at Funnel Hacking Live he got one, which is pretty cool. Alright, so obviously we don’t have a ton of time, but I’ve got a lot of questions for you. So inside of the Traffic Secrets book, there’s a whole chapter on YouTube traffic. And most of it I pulled from you, because you are the guy who on our team is doing all of our YouTube, doing all this stuff, and you’ve done such an amazing job. So most of the things are there from you. So this is kind of to tease people a little bit about what’s happening inside the book, but also to just get them to know you and understand some more about YouTube. So why is YouTube, do you think, different than all the other platforms that are out there? You know, we’ve got Instagram, Facebook, Twitter, TikTok, all this stuff, why YouTube, why are you so passionate about YouTube? Joe: You know, so yeah you have Facebook, Instagram, and I see a lot of people, it’s very easy, it’s sometimes easier for them to build a big following on Facebook or Instagram, they kind of go to YouTube and they struggle a little bit. And it’s because YouTube isn’t just a social media platform, it is a social media platform, but it’s also a search engine where people are searching for a certain, you know, certain topics. Maybe they’re searching how to do something. You know, so what you have to do with YouTube is not only put up content that’s engaging that people want to watch that has value, but you also have to add kind of a story element to it. And the one thing that you don’t want to do, and I see people do this, is kind of repurpose your content. Like say you have content you put on Facebook, and then Instagram or a podcast and you like, you know, and you distribute to all these different channels. If you put it on YouTube, a lot of times you find that it’s not going to get that much traction. And think about YouTube like this, when you watch YouTube yourself, if you guys are out there and you’re watching YouTube, why do you subscribe to a certain channel? If you’re going to subscribe, maybe they’re showing you how to make money online, or how to grow your instagram, but there’s a ton of videos on there that talk about how to grow your instagram channel, but it’s like, what makes you subscribe and want to watch somebody? It’s going to be their personality, it’s going to be the way they engage with you. And it’s going to be the way the content comes across. So what I would say for YouTube, the difference is, is treat YouTube like it’s it’s own thing. Make videos just for YouTube and try to approach it not as a marketer, but as a creator. Not that you’re going to sell anything but that you’re going to build your audience and your following. Russell: Yeah, one of my favorite things about YouTube too, and I talk about this in the book a little bit, every social platform, like let’s say you do a Facebook live, like we’re doing right now, it’s happening and then it’ll drop, it’ll be  here for the next couple of days, then it will drop down the newsfeed, and then eventually just disappears and nobody will ever see it again. Whereas YouTube is the only platform where you create something and then it grows over time, because it’s not just social, it’s social and a search. And that’s why it’s so, it’s different because you create something and if you create it the right way, then it sits there and it grows throughout time, as opposed to everything else, which seems to diminish over time. So it gives, at least someone for me, who’s creating stuff, it gives me more incentive to create stuff that’s nice because it’ll last beyond the moment. Whereas Facebook live is there for a moment, and then it’s gone. Whereas YouTube it can last for forever. I mean, like we talked about earlier, the Overcome Pornography videos, overcoming pornography addiction, they still get hundreds and hundreds of views every single month, and we don’t even sell the product anymore, which is probably sad because you were an affiliate making money when it was there. Joe: No, yeah that video, I think I sent you a screen shot when you were doing the book, and it has hundreds of clicks on there, and what it does is the content builds on each other. So you put a video out three years ago, and if you keep putting content out, you’re going to keep getting leads, you’re going to keep getting people subscribing and watching your stuff, and yeah, it doesn’t disappear, it just builds on top of each other. Russell: Okay, I want to ask another question, this is off the questions that you sent me as pre-questions, because I’m excited about this one, I hope that’s okay. I’m going to put you on the spot a little bit. I think a lot of times people think YouTube strategies like, ‘Okay, I gotta make the most perfect video in the world.” And you look at companies like Dollar Shave club for example, where they made this video, and it goes crazy viral and then builds this huge company up, and he sells to whoever he sold for, for like a billion dollars. So we’re like, ‘Okay, I’ve got to make the perfect YouTube video.” And people stress about it and because of that, they never actually make something at all. Versus like, you told me, in the book we share the example, but you talked about the strategy of like Gillette or other things like that. Will you talk about that? Because I feel like that’s a strategy that more people like me could actually do. Not I gotta make the perfect video, instead looking at it a little differently. Will you talk about how Gillette did their strategy and how we can use that as well? Joe: Yeah, so here’s the thing. When you guys are starting your YouTube channel, think of it like in, the first thing you want to do is really go deep in your niche, whatever you’re doing. So for example, Gillette, what they did was they didn’t go out there and say, well, they did. They tried to make a viral video like Dollar Shave Club, and it flopped. So what they did was, they said, “Listen, we want to dominate for the keyword how to shave.” Because the people that watch how to shave videos buy our product. So they did how to shave your head, how to shave your back, how to shave your legs. They did all these videos that got hundreds of thousands and millions of views, and they were very targeted to their subscribers. So the thing I would tell people is, figure out what your niche is, figure out what you’re going to go after and go deep in that niche. Kind of like the way you explain the whole blue ocean strategy in Expert Secrets. Because, the one thing you don’t want to do is go and look at someone who has a million subscribers and follow what they do. So say you’re doing, because they’ve already been established, they already have a huge audience. So say you’re doing Amazon, what you want to do is go through Amazon and say, okay, make videos on Amazon, on Amazon FBA, on Amazon Drop Shipping, on Amazon Affiliate. And then go through and hit, every time, anything that someone is searching for Amazon, you want to make a video on. And it doesn’t have to be a perfect video, like you said. It just has to be engaging enough to get retention, but it doesn’t have to be this high production video. But what you don’t want to do, is you don’t want to make a video on Amazon, then make a video on how to make money online, then make a video on procrastination, then make a video on the Corona Virus. If you want it to, if you’re just starting, you want to create this traffic lane that like YouTube knows, “Okay, when Joe puts a video out, it’s going to be on Amazon.” And then they’ll start showing your video to more and more people that search like Amazon stuff, and then you can expand out from there. Russell: Very cool. Yeah, actually go look at Gillette’s. It’s funny, after you told me that story I went and looked in there and you see all the, there’s stuff that I never would have dreamt people are looking to shave. So, alright, there you go. There’s a video for that now too, which is awesome. It’s very cool. Okay, my next question for you is when someone creates, let’s say they’re creating videos and posting them on YouTube and they’re not getting any traction, they’re not getting a lot of views, what would be the best way for someone to look at that, and be like, “Okay, here’s how I tweak it or optimize it to get people to actually start watching my videos.” Joe: That’s a great question because I see this all the time. I see people posting their videos up there and they’re getting no views and they just keep posting the same videos. So here’s the thing, think of it like this, think of your YouTube channel, say you have a store, a brick and mortar store, think of your YouTube channel as, that’s your storefront. The videos that you create are your product, and the people that view it and subscribe are your customers, right, they’re raising their hand and saying, “I want that product.” If you’re putting videos out, and no one is watching them or subscribes, or very little people are watching or subscribing, you change up the way you make your videos, there’s something wrong with the way you’re making your videos. Don’t batch out your videos and just throw them out there. You have to see what videos are engaging. So what I would say is, the first thing I would start out is like I said, find your set of keywords, your content bucket. Start putting those videos out, see which videos start getting some traction, and then double down on those keywords. The other thing you want to do is constantly be testing your thumbnails. The two most important thing about your video is going to be your thumbnail and your attention. You get the best video in the world, but if your thumbnail stinks and your title doesn’t have a hook, people aren’t going to click on it. So the thumbnail is, that’s like the visual hook, that’s going to stop people from scrolling and saying, “What’s happening here?” So big faces, little bit of text, your title has your keyword in it, but it also has your hook. And then the video, the first 30 seconds to the minute is the most important part to your video. Because that’s where you want to hook people, and that’s where you want to keep at least 80% retention, and you want at least 50% retention all the way to the end. If you’re not getting that, the best thing to do is after you shoot your video, putting call outs, put in some b-roll, kind of do some pattern interrupts, to keep people visually engaged with your video. Because unlike say a podcast, when people are watching on YouTube, if you’re not visually engaging them, they’re going to look somewhere else. Russell: There’s like a hundred different options for them to click on around the video of like, uh, distraction. Joe: Right. A good example of this is on your channel, you had a video up on sales funnels and you know, you posted it a few years ago, it got a couple of thousand views, we took that same video, just added call outs and b-roll, I think that new video has 150,000 views. Russell: Wow. Joe: And the simple thing is, is even though it’s amazing information, it doesn’t matter who it is, if people aren’t visually stimulated, they’re going to go off. Russell: Yeah, interesting. A couple of things that I learned from you that were crazy is like the thumbnail one, like you said. We used to make these beautifully designed thumbnails, and then the click through rate wasn’t very high and then you made these, no offense, but these ones I’m like, “Ah!” and then it’s like 5x more click throughs. I’m like, ‘Oh, crap.” And it was interesting at Funnel Hacking Live, Prince Ea talked about that, he said when you do a shoot most people do the video and then they try to find a still to make the thing. He’s like, no, you bring professional photographers. That’s the most important part, the thumbnail. He says they’ll spend more time trying to get the thumbnail sometimes, than the entire video as a whole. So I think that’s one big thing. The second thing that I learned from you that was interesting, and we did 100+ episodes of our Funnel Hacker TV show, and I loved it, they were so much fun, but we never got tons of views. I was like, “Why are people not loving this?” and when you started looking at our stats, you’re like, “Well, the reason why is people watch the first little bit, then you have a 30 second cool intro that was amazing. It was the most amazing intro of all time. Any creator would be so proud of this amazing intro. And then it got into the content.” And you showed me like, “Here they are hooked and then the intro starts and then people at the end that make it through that stay gone.” And you went from like, “Take a 30 second intro and make a one and a half second intro.” I was like, “But it’s like, it’s so, on a tv show they have a huge intro and it’s amazing.” And you’re like, “They’re not watching TV, they’re sitting here with YouTube with a thousand things around them, distracting them. You’ve got to be focused and get to the point quick and engage them and keep them hooked.” So yeah, things like that, that I think creators like me are like, ‘Oh, look at my intro, it is so long.” And that’s not the right move. Joe: Yeah, exactly like, the best kind of format is like a 15 second hook, 4 to 5 second branded intro, 10-15 seconds who you are, your content and then a call to action at the end. Russell: So cool. Oh man. Well Joe, I appreciate you coming on man, this was fun, being my first live interview. I’m not the best interviewer, but you were a great guest and shared some super actionable, and important things. And I think what I would recommend, you know we’re funnel hackers here, so we’re good at looking and modeling what people are doing. So go look at our channel, and look at the videos that get a lot of views and ones that don’t get very many. And Joe’s in it always optimizing stuff and figuring things out, but half of this whole game is looking at what’s working and then be like, why is that working? That’s what I’m doing, that’s what you’re doing, we’re always doing that in all aspects. Why is that working, what was the reason? And then trying and testing and making little tweaks and changes. I would love if you shared one last thing, just because I remember the first time there was a plugin in Chrome, I think it was Chrome, that you told me to download, and I downloaded this 3 or 4 years ago, and now every time I go to YouTube I see all the stats and it’s so much fun to see all that stuff, and I think most people don’t even know that there’s stuff, tools like this available, to give you all the analytics and all the detail on the video. I want to talk about any of the tools like that, that you use right now that people can use as well. Joe: Um, yeah. So one of the ones is VidIQ, it’s the one I told you about, which is I love it because I do SEO. So the data in there is amazing. Everyone should get it. They have, the best part about it, you can put your competitors in there, you can see what they’re doing, you can see what videos are trending for them. So that’s a great video. Another one I think is Two Buddy, which is, you know, it’s okay. But My preference is definitely VidIQ, just because it has all that data. Especially if you’re constantly testing and looking at stuff. Russell: It’s great that it’ll show you your competitors videos. Like this video got added x amount of people to subscribe to their channel because of this video. And this is how many views it got. How many it’s getting per day, and all the… You’re just like, “How are they telling me all this stuff? This is amazing.” It shows you all the stuff that, and then you can reverse engineer it from there. As a funnel hacker that’s what we’re looking, how do we reverse engineer things? And this gives you like, it’s basically like, “Here’s what happening with the video.” And from there you can reverse engineer like, “Cool, now I know what I need to do. What do I need to create? How do I make something better? How do I make something that’s going to beat that one out so I get all those views coming to mine instead?” and stuff like that. Joe: Yeah. Russell: Awesome man. Well, thanks Joe. I appreciate you coming and being on the show. Everyone, if you had a good time with Joe, comment down below and say, “Thank you, Joe. We love you.” He’s been such a huge you know, support for me for the last, almost ten years. It’s been almost ten years, hasn’t it? Since we first met? Joe: Yeah, I think so. 2012, I think. Russell: That’s crazy. So a long time, and a huge help for us inside of Clickfunnels, growing our YouTube Channel and helping us get the message out to more people. So grateful for you man, thanks for being on the show. And everyone, please comment down below and tell Joe thank you for spending time with us today. Joe: Alright, thanks guys. Russell: Thanks man. Joe: Thanks Russell. We’ll talk to you later. Russell: Alright, see you man.

On this episode Russell gives us a behind the scenes glimpse of what is going into the Traffic Secrets book launch. Here are some of the awesome things to listen for in today’s episode: Find out how long this launch has been in progress and what the steps have been. Hear about the different phases of launching something, and see what phase Russell is in now with Traffic Secrets. And find out when the book will actually launch, and what comes next.  So listen here to find out all you need to know about what goes on behind the scenes of a big book launch.  ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets show. I hope you guys are excited for today. So today I’m actually going to be taking a question from the clickfunnels community as we are getting closer and closer and closer to the Traffic Secrets launch. People have been asking to see behind the scenes of what we’re doing and why we’re doing it, and how we’re doing it. So while I don’t think I can show you everything just because it would take days, we could map out everything, I do want to show you guys the highlights of what we’re doing and why we’re doing it. So that’s what this episode is about. The question I’m going to be answering is, “What’s happening with the Traffic Secrets book launch? Can you give us any insider details about it?” So I’m going to queue up the theme song right now and when we come back I will dive deep into that question and show you guys behind the scenes of what we’re doing and why. Everybody’s asking questions about this right here, the brand new Traffic Secrets book, which is coming out, the launch date is actually a week from Tuesday, which is crazy. March 17th we’re launching. So the question that we’ve been getting a ton from people is this, “What’s happening with the Traffic Secrets book launch? Can you give us any insider details about it?” So I would love to give you some insider details. There’s so many things that go into a book launch, or any kind of product launch for that matter, and a lot of people ask questions about what are we doing and how are we doing it. So I’m going to kind of tell you guys some of the stuff. So the first thing, step number one was, it actually started almost 2 years ago, so this is some seeding for you guys, to understand that product launches don’t start like a week before the product launch. Like 2 years ago when I had the idea to start writing this book is when it all began. So for the last 2 years, as I’ve been preparing it and figuring it out, and testing the material, and trying to learn the message that was going to be in this book. I spoke at multiple different events. I spoke at Dana Derricks event initially, that was very first, it was Dream 100 Con, and I spoke teaching some of the principles from Traffic Secrets. And I still remember I was in the back of the room, doodling stuff out before I went up, and I was testing these different concepts and ideas to see which things stuck with people, which ones made sense, which ones confused people. And then a couple fo months later we did a Traffic Secrets event for my Two Comma Club X students, and we taught it again for over two days, I taught the principles again and changed things and tweaked things. And then after that I started talking about it on my podcast, and on Facebook lives and all sorts of places. Then I tested it in little spots, and I would speak different places and I would try different things, and just kept testing the material. Then I started the actual writing process, which if those of you guys haven’t written a book yet, I don’t know, some people, some of my friends like Dana Derricks is like, “I can write a book in an hour.” Not me, it takes me a year or more to write the book. So I started the process of writing, and as I was writing, I didn’t just write in hiding, I talked about it a lot. On Instagram and on Facebook, I would share pictures, and I would share me writing. I’d share like, ‘Chapter number 3…” and I would do this cool doodle and show the doodle off, and try to build anticipation for the last year, and excitement. And hopefully you guys have seen pieces of that, and hopefully you’re excited right now. Half of marketing is making enough noise to get people to actually care. So for the last year, as I’ve been doing this, I’ve been taking people on the journey and that’s been a big part of it, because now people actually care. There’s relevancy of like why is this book, why should I care about it. And now people are excited for it. It’s similar to like, if you guys have been you know following the whole Marvel, the MCU launch of their whole series. It was years of building up and sharing video after video and this movie, this movie, all leading up to eventually Avengers End Game, which is when the whole thing kind of wrapped. But man, it was all about the pressure and build up for a long time that people to come and that’s why it became the highest grossing movie of all time. Alright so that’s how it started. Then as we got closer and closer and the book actually got done, then the next phase which we started recently was like, ‘I need to send this to some people to see if they like it.” What’s crazy is for me, as a writer, as anybody who creates anything, I heard Ryan Holladay say this in Perennial Seller, but when you create something, you’re creating it in private, you’re on your computer by yourself, you’re with your thoughts and you’re trying to create and you’re so excited. Then when you first try and make it public, it’s really, really scary. So we printed 300 copies of the Traffic Secrets book, and we did our Dream 100, which funny enough, I talk about in the Traffic Secrets book. We went on every platform, podcasting, instagram, facebook, google, blogging, and just found different people in each of the markets that we thought would be good for our Dream 100 list, which were people who could potentially promote the book, and we sent out copies a week and a half, two weeks ago. And this for me was the scariest thing, especially as people started getting it, and started posting it on Facebook and Instagram, “I got Russell’s book today.” Every time I had someone post that, I had the weird excitement and then like, “Oh my gosh, they’re going to read this thing.” And it was super scary. In fact, yesterday the master list builder, Joel Christopher, who is someone I learned from a decade and a half ago when I was first getting started, he got a copy of it, and he read the whole section one last night. And he was highlighting and posted pictures of his highlights. And I remember I saw the message come through and I was like, I had all the fear and anxiety of like, what if he hates it. And I looked at it and it was this page and it was all highlighted all over and circled, and I was like, ‘Oh my gosh, this is so exciting.” I was at Tony Robbins birthday a week ago, and Garrett White was there, and Garrett came and gave me a hug and he said, “Brotha,” as he does, “Brother, of all the 3 books, this is by far the best.” I’m just like, ah, which is the thing you’re so scared about all the time, and then when people get it and you’re just like, ‘Ah, this is so cool.” So that’s been the second phase, the Dream 100 and getting it out there. And now, next week we have the actual book launch which is when the funnels will be live. So my job on this phase of the book launch is to get a funnel that is going to actually convert. So when affiliates promote it and we’re buying ads to it, we’re not losing money and it’s actually profitable. So we have been geeking out and working hard on this book funnel. And because I rewrote also the Dotcom Secrets book and the Expert Secrets book, all 3 books have been rewritten now, we’re doing new funnels for all 3 of them. It’s kind of fun. So you’ll see when the funnels go live next week, if you go to all 3 sites, they’re similar style. In fact, what you’ll notice about the style and this is kind of maybe a little tip for everyone moving forward, is it’s very much designed for mobile. Everything is one column instead of like, typically you always do pages side by side on desktop, but man, so much more traffic is coming from mobile now than desktop, that we’re just shifting our design style to really cater to that. So you’ll notice this page design is different, it’s cool, I’ve been geeking out on it and I’m really excited to roll out this entire funnel. And the funnel, the upsells, the downsells, and all the stuff and it’s exciting. So those are the details of the Traffic Secrets launch, the launch date starts March 17th, and there’s a 3 week launch where I’ll be promoting it hard, affiliates will be promoting it hard, and we’ll hopefully sell 100,000+ copies of the book, which would be exciting. And that’s kind of the first phase of the launch. And then at the end of that, we’re doing a live event here in Boise, Idaho, a small event with about 200 people or so, hopefully we don’t have to cancel it because of the Coronavirus. Every event is being cancelled right now, it’s crazy. But we’re doing a small event here in Boise where I have 40 of the top traffic speakers in the world coming and each doing a 30 minute presentation on a very tactical way to get traffic. Because the Traffic Secrets book is very strategic, and I want it to be very tactical. So we have 40 speakers each coming and they’re all presenting a tactical thing, on how to get traffic from Pinterest, from Facebook, from LinkedIn, just all different ways, different platforms and different ways to get traffic. So that’s going to be happening at the end of the initial book launch. And then we’re going to be streaming those live online. So hopefully you guys have a chance to watch a lot of those. And each one of those will actually become like an ad. So it’ll be, when you watch it, it will be me introducing the speaker, them speaking, and then me doing a call to action afterwards on the book. And each one will become a presentation, which will become an ad, and you’ll see that kind of behind the scenes as well, happening at the end of the launch. And that happens the first week in April, and then afterwards we move to the social launch. And this is where I basically have a month and a half blocked out where I’m doing a bajillion podcast interviews, Facebook lives, other things, I don’t even know what they’re called, and that’s kind of what’s happening. So that’s kind of behind the scenes of what’s happening on the book launch. A lot of it is for the initial surge of sales, and then the long term social, and then from there, we’ll just get back to normal marketing as usual, where we’re creating tons of ads, buying ads, I’m going to try to test this book on radio and other things. Dean Graziosi and I have been talking about potentially doing an infomercial for it. I think it’s such a universal topic, everybody needs traffic, so I’m excited to get this message about the book out to more people. So that’s what’s  happening with the Traffic Secrets book launch. I hope that helps, and I hope it gives you ideas for different ways that you can launch your products, your services, your businesses, whatever it is you are looking to launch out into the world. Alright everybody, I hope you guys enjoyed that episode, on next week’s episode, or tomorrow’s episode, or whenever the next one is coming out, I’m going to be actually bringing out one of my first ever guest hosts to the Marketing Secrets show. Joe Marfoglio, who I talk about a lot inside the Traffic Secrets book, he’s the guy on our team who does our YouTube stuff, and he’s going to come on and actually share some really powerful tips, tricks and strategies to help you guys grow your YouTube channel, get videos that actually work, and a whole bunch of other cool things, and you’ll see behind the scenes of what he’s actually been doing for us and hopefully get some ideas for how to grow your YouTube channel. If you’ve enjoyed this episode though, please take a snapshot on your phone, post it on instagram, Facebook, Twitter, and tag me on it because I love to see it, and then also use #marketingsecrets, and also #overdeliver if you’d like as well. That’s my new hashtag we’re going to be building out. We have t-shirts coming and a bunch of other cool stuff for that, for #overdeliver because you should be over delivering in all things you do in your life, your business, your personal life, your family, your everything. If we could all do that, it gets us doing what we should be doing in this life. So with that said, thank you guys for listening and I’ll see you on the next episode.

A recap of my favorite moments from the last six funnel hacking live events. On this episode Russell recaps his favorite parts of all six past Funnel Hacking Live events, and gives a quick recap of this year’s event. Here are some of the awesome things you will hear in this episode: Find out why Russell didn’t want to do another Funnel Hacking Live after year three. Hear which year was Russell’s personal favorite and why. And see how he thinks this year’s event went, and where it falls on his list of favorites. So listen here to find out what Russell really thinks of the past six years of Funnel Hacking Live. ---Transcript--- What’s up, everybody? This is Russell Brunson, I want to welcome you back from Funnel Hacking Live, back to the Marketing Secrets show. Hey everyone, we just back from Funnel Hacking Live yesterday and then today I’m actually flying with my family out to Puerto Rico to hang out with a whole bunch of amazing marketers out there. And I just got this short window to sit and to message you guys. And part of me wants to sit down and do a huge recap of the entire event, which was 4 days of insanity, by far the best Funnel Hacking Live we’ve ever had, which is so crazy because every year we get done and every year the question is “How in the world are we going to make this better than last year?” There’s no way even to top it and somehow, someway, every year it keeps getting better and better and better. So anyway, without me doing a 14 hour episode kind of going into all the details of the stuff, I was thinking more about, this is our 6th event and I want to talk about just kind of the big things I got from each event, like the big takeaway’s and feelings I remember from each one. And for those who were at these events, hopefully it reminds you of that. For those who aren’t, maybe it’ll, I don’t know, who knows what will come up for you. Worst case scenario, hopefully it will get you to go and book tickets for next year’s Funnel Hacking Live. Right now tickets are on sale for I think another day, and then we pull them off the discount. I don’t know if they’ll be available or not, but if they are go to FunnelHackingLive.com and get your tickets for next year’s event in 2021 back in Nashville again. It’s going to be amazing. So with that said, so again, this is our 6th Funnel Hacking Live. The very first one, I remember it was a couple of months after we launched Clickfunnels and people in our community started gathering together and doing these little meetups, and they’d call them Hack-a-thons. Because me and Todd used to always talk about how when we launched Clickfunnels we’d go into these hack-a-thons and go into a room for a week or two weeks, drink a bunch of Redbulls and code all night. Not going to lie, I don’t know how to code, and I didn’t drink Redbulls, but they would. And I’d be sitting there trying to do marking, and I’d be doing Dream 100 and writing copy and writing emails and sales pages, all the things to get ready for this launch. So we started seeing people doing that, and they were getting together, and they were like, ‘Let’s do a hack-a-thon, who wants to meet up in San Diego? Who wants to meet up in Austin?” And we started seeing this happening and we’re like, “We should do an event.” I was actually really scared of doing an event because the last two events I had done in a prior business, one of them I had 300 people who signed up, and then only 100 showed up, which was bad. The next one we had 1200 people signed up and only 200 showed up, which was humiliating to me. The second one wasn’t my own personal event, but I was part of the community that was doing it. I remember getting there, and we’re about to open the doors, and we looked out in the hallway, and we were like, ‘There’s no way there’s 1200 people here.” So we came back and we pulled out a thousand, probably 8 or 900 chairs out of the room, and it was the worst most painful, awkward, embarrassing feeling for me ever. People came in, and there’s like 2/3rds of the room empty, no chairs, the first 3rd only had chairs. Ugh. Anyway, I was like, “I’ll never do events again.” So you know fast forward now, 3 or 4 years later we’re sitting at this thing and we’re like, ‘We should do an event.” And I’m like, “I don’t want to do an event.” And like, “If we don’t, someone else is going to start doing one in our community. It’s happening regardless, we have to do this thing.” So we finally agreed to do it. We sold tickets, we sold 600 tickets to it, it was in Las Vegas, and I remember being so scared that nobody was going to show up. And we were also giving away my Ferrari at this thing, and we were launching our Dream Car Contest. So in the room we had the Ferrari and we had a Corvette, which I ended up keeping that Corvette for a couple of years afterwards, because it was pretty awesome. But we had this event, I remember being so scared and I remember we started at noon day one. And we started at noon and I remember sitting at 11:00-11:30 sitting behind the stage scared to death that no one was going to show up. I remember peaking behind the curtain and looking out, and being blown away that we packed the room. It was packed. And I didn’t know what to do, just one of those things where you’re freaking out about everything. Anyway, the event was amazing, we started on, again, it started at noon and we did the whole, that whole day, the second day we did a whole day, and the third day we went to about noon day three, and then we were done. So literally it was like a 2 day event, because I didn’t know what else to talk about, and you know, I was not an event person. I do remember at that event was the first time we decided to launch a Clickfunnels certification program. And we were only going to have 50 people sign up for it, and it was one of the biggest table rushes I’ve ever seen. We ended up getting over a hundred people signed up for it, and we launched our certification program. I remember that event, it just, when it was done, just being so grateful. We weren’t sure if we were going to do it again, then finally decided, yeah, let’s do it again. So that was Funnel Hacking Live part one. Funnel Hacking Live part two, we decided to go to San Diego, and we thought we’d make it a little bigger, so we went from 600 seats to 1200, which I was super scared about. So we did it in San Diego, and at that event, is…let’s see how did we do it? At that event is where we launched, no we re-opened up the certification program. I think year one was $3500, year two we raised it to $8000. This is the first event we ever had a keynote speaker, so we had Marcus Lemonis come, which was so cool. And it was crazy, we did the whole event, we sold the certification program again. This time we did it differently. Darin Stevens who is a close friend of mine, he kind of showed me the way they sold things at events, so we kind of modeled his model, which basically I talked about and I had everybody leave the room, and then if they wanted to sign up they had to come back in with a $500 deposit. And then they’d come back in, and then basically what we’d do is we’d sit down and explain to them what it was, and they had the chance to pay the $8000 at that point. And I remember everybody leaving the room and being so scared like, “What if nobody comes back in?” I was hyperventilating, and freaking out. And then we opened the door for those who wanted to sign back up and we had 120-130 people come back in and we did over $1 million in sales that event, and I was just like, “Oh my gosh, this is crazy.” So that was year two. Same thing that year, I remember being scared to death no one was going to show up. That event was amazing. And the big thing I remember getting from that event, is I didn’t just have marketing teachers, like we did year number one. I brought in some personal development coaches. We had Sean Stephenson came and spoke, Marcus Lemonis who I thought was going to be a business speaker, but he was more personal development, he was amazing. We had, I’m going to blank on his name, he was a comedian, like a personal development comedian, he came and spoke and it was awesome. Yeah, that was that year. It was cool. So then, fast forward to Funnel Hacking Live 3.0, we went to Dallas, and this time we had 1300 seats, so we got a little bit bigger. We ended up selling out really fast, which was kind of, I was like, “Oh my gosh, I guess this could be bigger than we thought.” This was the first year that I ever invited Tony Robbins to speak, I was so excited and so nervous. We also shut down our certification program at that time, so we decided not to keep doing certifications, for reasons that could a be a podcast for another day. So I was like, “I need something different to sell at the event.” At each event we sell something. So we’re kind of thinking through that, and we did a couple of things. Number one, that’s where we launched Actionetics MD, the very first time. And I remember that presentation killed it, it was one of my best presentations ever. I just went onstage and we had the “We are not ConfusionSoft” t-shirts, I ripped my shirt off, and the biggest table rush ever. Tons of people signed up for that, which was awesome. But then later in the event we tried to sell the FHAT event so people would come to Boise for $10,000 and I totally screwed up that whole presentation. I think we got like 5 people to sign up and I was just devastated because the year before we did over a million dollars, and this year we did like 50 grand or something in sales. And I remember I just, it would get me bummed out because that event, oh and I remember I tried to orchestrate the event, I had a whole new idea that I thought was going to be the greatest thing ever, so I orchestrated the event to set up the sale in this certain way, and it completely bombed and we lost money at that event. I was like, we should never do this again. Especially after we spent so much money on Tony Robbins and all these things. I remember that event, and even leading up to the event, there was a couple of things, I did a presentation right before Tony and I didn’t go very well. I remember just, after that, before Tony got there, it was like, “I never want to do this again. I’m done. I’ll never do Funnel Hacking Live again.” Then Tony came out and he just killed it. It was amazing. I remember afterwards, him on stage and the entire audience stood up and started chanting my name, and I was like, “I didn’t do anything. I brought tony, but I didn’t do anything.” But because I brought Tony to them, people were chanting. I was like, ‘Oh my gosh, this is amazing.” So after that event, I remember going back and first off, I didn’t want to do it again, but we decided let’s do it one more, let’s do it again. So we did. This time we decided to go to Orlando and have 3500 people, so it got bigger, and we invited Tony back again, and he said, “Yes.” which was really, really. And this time we hired Sage Productions, which if anyone knows Barry and Blue at Sage, they are an amazing team that helps you run events but also helps you choreograph how you sell at events as well. So we changed how we did everything. And of all the events I think we’ve ever done, this was my, this was the one that was the most fulfilling for me for a lot of reasons. Number one, it was the first time we ever had the Operation Underground Railroad, we showed the Operation Toussaint video at that presentation. Tim Ballard was there, we brought everything on, and it was insanely emotional. I remember at the end of night one, day one was amazing anyway, but at the end of night one we showed the documentary and me and Tim Ballard got on stage and we’re bawling our eyes out, I was an emotional wreck. It was bad. And that was day one. Day two went off, day three went off, and then we launched the Two Comma Club X coaching program, and we were hoping to sell I think, 250 people was the goal, and night one we signed up l think 400 people. And I was just blown away. And the next day we did a re-pitch, which I’d never done before, and we had Myron Golden come up and do this re-pitch that he just kind of made up on the spot and he closed another 300 and something people. So we had 800 and something people that signed up for the coaching program that year. I remember coming off stage and Melanie my assistant was back there, and I walked up to her and she’s bawling her eyes out, I’m like, ‘What’s the matter? What’s the matter?” and she’s like, ‘Everything was just perfect.” She’s like, “We ended up raising over a million dollars for OUR, the coaching program ended up doing over 10 million dollars in sales.” It was just like, and what’s crazy is that 3 weeks earlier was the 10x event where I did 3.5 million dollars in sales. So it was like, this month was like insane. I did 3.5 million in sales in 90 minutes and then fast forward less than a month later and we did, I think it ended up being 12 million dollars in sales, 3 weeks later at our event. I was like, “this is insane.’ And to raise a million dollars for charity, and then Tony came and spoke again, it was awesome. I was just like, definitely for me, that was probably my favorite Funnel Hacking Live, personally, just because it was, I don’t know. Success from getting people to sign up for coaching, and success for a charity, it was 3500 people. It was magical. That was my event that was like the magical one. Then fast forward to last year, we decided to go to Funnel Hacking Live Nashville. And this time we grew. I think we ended up having 4300 people, if I remember right, who came to this one, it was in Nashville. Our backdrop to that was sick. We didn’t have Tony Robbins this year, and we decided to do a concert instead. So we had Lindsey Sterling at the end, and this event was amazing. I could just, all the things were awesome, and we launched, we sold the coaching program again, we didn’t sell quite as many, but it was pretty close. I think we ended up with 750 people join the coaching program during that one, which was, I think the year earlier it was 850 people, if I remember right, this was 750. It wasn’t quite as big, but it was still amazing. At the end Lindsey Sterling did a concert and I thought it was going to be cool, and it was so much cooler than I thought. It was ridiculous. The one thing I do remember is at the end of it, there was negative publicity after that event. Garret White did a really good presentation but he kind of, he uh, anyway, those who were there remember the buzz online, there was some negativity around it, we got some flack, and there was a lot of damage control. It was tough because this whole event happened and it was emotional, and it was hard to raise another million dollars for OUR, which was insane, and then leaving and that night when I’m supposed to be relaxing, I was on social defending stuff and trying to… I remember the next day, it just, I don’t know, that event was good but it just ended in a way where I was just like, “Ugh.” It just didn’t, I didn’t feel like I had a chance to rest. You know what I mean? It was like, “Ugh.” and got back in the real world and just…yeah, that event was amazing from a coaching and from a raising money thing, but it definitely wasn’t, just didn’t leave me fulfilled at the end like Orlando did. Orlando, when that ended I remember we took our kids to Disney World for the next week and I remember just being on cloud 9, where as last year we left and I just kind of had this uneasy feeling. So that’s how last year went. So this year coming into it, I was like, “Ah, I want to make sure everything is perfect. I’m so scared, so nervous.” We also this year, those who heard, we sunsetted the Two Comma Club X coaching program, and we shifted things. We are now moving the entire Clickfunnels company 100% into a software subscription business. So anything that’s not sold in subscription is basically being shut down or faded away. So the coaching program wasn’t part of the subscription. So what we basically did is we added a new tier of Clickfunnels called the Clickfunnels Collective, which starts at $1497 a month, and it gives you live phone support, gives you 9 user accounts, a bunch of other really cool things. And then when people sign up for that, they actually  get the coaching program for free, which ends up being a thousand dollar a month discount from what we sold coaching at last year. Plus, they get live phone support, plus they get user accounts. So it’s literally like the best offer ever, but the hard thing is the way we had to sell it goes against everything that I personally believe. If you’ve gone through the 10x Secrets training course you know I talk about, never use phones to make orders at events, it’s the stupidest thing ever. You have to take paperwork from all these people, run to the back of the room to get the social proof, all these things. But we had these crazy limitations where we couldn’t do that because now it’s a software subscription, so people have to upgrade their Clickfunnels account, it’s the only way to get it. So we had to shift things around and it ended up doing really good. It didn’t do as good as the two years prior, but we also knew there was going to be a whole bunch of things against us because we were explaining a whole new thing, that people didn’t understand. It’s confusing, they’re not filling out order forms, they actually have to login on their phone and we have to figure out how to get internet to work with everybody. And it’s like AT&T and Sprint, or AT&T and Verizon worked in the room, but the other carriers didn’t. So then we had to go and hire, or pay 50 grand for internet access, so people who couldn’t get on could get internet. It was just kind of a stressful crazy thing. But all said and done, I think we ended up getting close to 500 people who upgraded to the new Clickfunnels Collective, which was awesome. And then the event, now I want to talk about the event. The event was amazing. All the speakers were so good. I know I had 11 presentations this year, which is the most I’ve ever done. I just get addicted to being onstage and talking to everybody. I’m like, “This is my event, I want to be onstage as much as I can.’ And it was crazy because Bart Miller helps me do my clothing, he had, I think I had 10 different costumes this year, 10 different outfits. So every time I spoke I had to change, get new clothes on, it was kind of ridiculous. But it was really, really cool. So the first couple of days I was stressed out because I was onstage so much. I didn’t get to hear all the presentations. But the ones I heard were like, they were so good. Just another caliber, another level, which was just amazing.  So we had all of those. And then the last day I had a chance to sit in the audience. So I remember, day four for me was amazing because it was the only day I had a chance to listen to every word of everyone. And that day I was so proud of Heather Quisel spoke. And I knew she was going to be, I knew she was going to be really, really good, but she was beyond that. It was great, it was insane. And that was awesome, and Garret White came and spoke, and obviously I had some fear from last year, him speaking and kind of how the event left. And we talked a lot about that leading up to the event, and he came. And he’s the only speaker who spoke at all six events besides me, and it was by far his best one ever. It was so good. It just, I can’t even tell you how good it was. And I know some people left the room because he uses the F-word, and I hate that, because man, what he left was the best….I’m stuttering trying to explain how good it was. It was amazing. After that we had Tony. And this year, I don’t know if you guys saw or heard the podcast episode where Tony did the intervention with me, or watched the YouTube video, but I asked him and his team I said, “If Tony would be willing to do interventions this year, not just teach but go in the audience and actually work with people directly, that would be really, really cool.” And it’s crazy, before the event I went back there and he couldn’t even walk. He’d done a whole bunch of these different stem cell shots in his legs to try and recover the night before something, and literally his team was carrying him to the side. He was trying to warm his legs up, he’d been trying for like 5 hours to warm his legs up, he couldn’t even walk, it was crazy. I’m like, ‘Oh my gosh, how is Tony going to do this for the next 3 or 4 hours?” He’s back there trying to warm them up, and he kind of gives me a hug before I go and introduce him, and he’s literally not even standing. He’s in so much pain. So I go out there to introduce him and I’m like, what do I even do? This is crazy. I don’t even know what to do, you know. So I introduced him and he comes out, and within a minute or two his adrenaline kicked on and you couldn’t even tell. He was out there jumping and doing crazy stuff. It was amazing. He went out into the audience and did interventions with a whole bunch of people that were so powerful. And he ended up going for I think over 4-4 ½ hours, which was like, we didn’t get done til after 7. And it was the best I’ve ever seen Tony, and I’ve seen Tony a lot live, and it was the best I’ve ever seen him ever. I just loved it, it was amazing. And all the other speakers, I wish I could go deep on all of them, everybody did so good this year. That last day was special for me, because I think it was the one that I was least stressed, so I had a chance to, I wasn’t running around running the event. I was actually participating. But man, this year’s speakers were just off the charts. Everybody, it was, I could not have hoped or prayed for more. And those who were there, I know you guys just ate it up. We ended up raising money for charity, not as much as in the years past, we ended up raising, let’s see, a quarter of a million for OUR and then we had $52,000 for the quilt, so probably $350,000-ish, for OUR. And then Village Impact, we gave a check for $200 and something thousand, because every time you guys build a funnel inside of Clickfunnels, we donate a dollar to village impact, so we did a $200,000 check for that. And then we raised another $120,00 from people in the room to build wells. So it was enough to build two wells in Africa, in Kenya for kids to get water, which was awesome too. So that was the event. What else happened? There were so many cool things. But for me, it just ended really well and I felt satisfied afterwards. And it was just like, I was happy and I’m excited about the future and where things are going and our shifts and our changes. Oh, we also watched a documentary with everyone called the Two Comma Club, which was really cool. We, there were so many, if you weren’t there I’m so sorry. You guys need to come to these events, seriously. If you knew what was going on, how it would touch and effect and change your destiny from that point forward for the rest of your life, there’s no way you would miss it. Oh, and by the way, Tony Robbins did his entire presentation without swearing. Yes, it was so cool. So thank you Tony for that. A couple other speakers dropped the F-bomb, so I guess they made up for Tony. But for  the most part we try to keep it as clean as possible. Anyway, so that was what’s happened the past couple of years at Funnel Hacking Live. Next year we’re coming back to Nashville. This last year we had about 4500 people, and I think next year, the capacity you get up to 5000. Just so you guys know, how far, how events work if you want to do an event in a hotel, which is a better way to do events because it’s warmer, it’s like, I don’t know you’re in a hotel and it’s awesome, about 5000 is about as many as you can get into an event in a hotel. If you go beyond that, then you have to start looking at convention centers, which are, I do not like convention centers. They’re colder, they’re like, I don’t, you go to a big huge thing, and there’s hotels around it, you have to walk to it, you lose the feeling of it. I don’t know if we’ll ever get, you know despite the fact that demand is growing, we’re over 100…well over 100,000 customers now, I don’t think we’re going to grow the venue, because I like doing the hotels and I don’t want to lose that feeling. We’ll probably just keep raising the prices. I don’t know, supply and demand, whatever it takes. Anyway, that’s my goal, at least as of right now, keep it in hotels. So we’ll have 5000 next year, I hope one of those 5000 people are you. If you knew how much stress and energy and money we put into this, man, you would do everything in your power to make sure you were at the event. Next year’s event is going to be different though. I’m not sure if I’m going to sell anything at next year’s event. We’ve talked a lot about potentially not doing it at all. Just doing 100% focusing on the teaching and training and all that kind of stuff. So I don’t know. I’m not saying we will or we won’t, but I do know that next year is going to be way different. Oh, one cool thing we did this year which was brand new is we did a session called FunnelFlix, which we, I brought a big couch onstage and me and Devon and Todd like hung out on this couch watching FunnelFlix on the big screen, and what people didn’t know, it’s cool, we’re scrolling through FunnelFlix like, “Oh, that’s a new course, what’s this.” And we click on it, and it’s like Frank Kern, you know, and all the sudden the video starts playing, it’s Frank and all the sudden, boom, the walls open and Frank Kern walks out. And no one knew Frank was coming, it was a huge surprise. People went nuts. And we had 7 or8 speakers like that, who all came up, and were all surprise guests, they came out during the FunnelFlix presentation, it was so awesome. We had so much fun. So anyway, so there’s a kind of history, re-cap of the last 5 or 6 years from my point of view. What happened, how sales went, what was good, what was bad, you know. And I think every event has been special and unique for different reasons. My personal favorite still was just the Orlando event, just because of OUR and the first time we sold coaching at that level and the feeling afterwards. But I would say this year’s event was probably my personal second favorite one. It was good. It ended so well and I was happy and everyone was happy, we served at such a high level. Speakers were better than I could ever dream for, and it was just really, really special and awesome. Anyway, I’m excited. The goal every year is how do we make this better than last year? And I’m not sure yet how to do that for next year, but I’ve got a little over a year to figure it out. So I’m here to support you guys and make sure you have an amazing time. If you don’t have your tickets yet for next year go get them at FunnelHackingLive.com. I promise you we will make this show worthwhile. With that said, thanks you guys. Have an amazing day and we’ll talk to you all soon. Bye everybody.

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

Have you been watching the buzz that we’ve been creating? Listen in on my thoughts about what we’re doing and why. On today’s episode Russell recounts how an announcement he’s making on Clickfunnels’ 5 year birthday got so much buzz. Here are some of the exciting things you will hear in this episode: How so many rumors about an upcoming announcement came from a simple two minute video. What some of the rumors going around about Clickfunnels 5 year birthday announcement are. And how studying the story of P.T. Barnum helped Russell see why creating buzz would be a better way to make announcements. So listen here to see how so much buzz was created around this announcement, and don’t forget to watch Facebook Live on Monday to find out what the announcement actually is. ---Transcript--- What’s up everybody? Good morning, good morning. This is Russell Brunson and I want to welcome you back to the Marketing Secrets podcast. Today I’m going to be reading the second half of the Traffic Secrets book. Alright, so I’m not actually reading it on this podcast. That’d be the longest podcast of all time. But I finished the Traffic Secrets book, did I tell you this already? We’re back from Fiji, and right before we went to Fiji we submitted the final manuscript to the publisher and then they have their editors go through and then send it back to us and we have to do our last edit. And then next Friday, a week from today, I have to submit it and at that point I can never touch it again. So I was kind of freaking out about it because when I read the Dotcom Secrets, and Expert Secrets books, when I finished those, after I got done I went and I remember I recorded the audio versions of them. And as I was recording the audio book versions I found all these mistakes and errors that I hadn’t found even though I read the book like 100 times through. But because I was publishing those through a smaller publisher I was literally able to make the audiobook, make changes, send it to them, and they changed it last minute and then we started printing them. But with this book, the book doesn’t come out until May 5th so it’s like, I don’t know, 7 or 8 months from now, which makes me sad because I want to start selling it tomorrow, because that’s what I do. But we have to wait for forever. So my audiobook I’m probably not going to record until next march or something. At that point it will be too late to make edits and stuff. So I was kind of freaking out, so I thought, I’m going to just do a live reading of it, that way I can read it out loud and I can edit it. So that was the plan. Then I was like, maybe I should invite my traffic team so they can hear my thoughts on traffic to make sure we’re all in alignment. So I invited the traffic team. And then we’re like, wait a minute, if we’re doing this anyway, we might as well record it because who knows, maybe something cool will come from it. So we’re like, if we’re going to record it we should set up a big set, it’s kind of like that book If You Give a Mouse a Cookie. So then we set up the big set, and we’re like, this looks amazing. We should sell access to it. So basically for anyone who bought a Funnel Hacking Live ticket by right now, gets to come and listen to me read the Traffic Secrets book live. So I read the first half of it yesterday, it took like 8 hours. It was really tiring and exhausting. But I did it. So we did that first. And then when that was, so then today I’m reading the second half. So that’s what’s been happening over here. And it’s kind of fun actually reading it that way. It’s interesting, as I’m reading it, for the most part I’m liking all of it. There’s a couple parts I’m just like, ugh, this reads really weird. Or I don’t feel it here. Or I’m getting bored reading this part. Or this part was really fun and exciting. You know, there’s definitely different parts. And then it’s also funny because I found things that the editors edit, and I’m like, I don’t like how that was said, or I don’t like how this thing…you know what I mean? So I gotta change this back, or I gotta add in my voice back in here. Anyway, I remember my grandpa, my grandpa was a professor at BYU, a history professor, and he wrote like, I don’t know, 10 different books on like Columbus and all these old history things that he obsesses about. My grandpa obsesses about history like I obsess about marketing. Anyway, I remember him telling me back in the day when I was a kid, he’s like, “Yeah, when you write a book and send it to the publisher, when you get it back from the editor, you won’t even recognize the book, it doesn’t even sound like you anymore.” I remember him saying that and I’m like, that doesn’t make any sense. But then I totally see that. And luckily for me my editors have been really good at, they’ve kept my voice in and for the most part they’re just cleaning up punctuation and things like that, and things that I say, when I’m saying things repetitively. But it’s just funny because there’s some things they keep changing, and I’m like, “I’m not changing that. This part has to stay in the book.” Anyway, so it’s just kind of fun. Anyway, so today’s lesson has nothing to do with what I just talked about. As you may or may not know Clickfunnels is having our 5 year birthday on Monday. So we are making some changes and having some fun things. So we thought well, we need to get people to come on a Facebook live so I can announce these changes. And we thought, we’ll just do a Facebook live, but if we did that, who knows how many people would come on? So we decided, I wanted to make it more of a formal presentation, and there’s some big changes and some updates and some things happening. So I made these, talking about these changes and now we need to get people to show up and be excited for this thing. So how do we stimulate growth and excitement? And it’s fun because I’ve been studying over the last year a lot of P.T. Barnum’s life. And P.T. Barnum, if you haven’t seen the Greatest Showman, the movie is amazing, but if you study P.T. Barnum’s life, he is the king of publicity and shows. In fact, two days before he died, he wrote his own obituary and published it to the newspapers, that he had died and told this whole story. And people messaged, came afterwards like, ‘You’re still alive. Why did you publish your obituary?” and he’s like, “Oh, I thought that the news of my death would help sell tickets to the circus.’ Or something like that. He’s always about creating the buzz and the story and excitement and whatever to be able to sell more tickets, or deliver the message, or whatever the thing might be. So for us we were thinking, how do we cause some noise, get some excitement? Let’s make this not just like, “Hey, Russell’s doing an announcement, you should show up.” Because then no one’s going to show up. Like, we need people to get excited. And what’s happened, it’s been a show. We could write a whole book on what happened. So what happened is initially we’re like, “What if we got people to start rumors? We got people to go post on Facebook, ‘oh did you hear the rumors that CLickfunnels is selling?’ or things are happening.” So we were thinking about that, and it’s not really as good. So instead what we did is when I was in Fiji I recorded a video, and the video if you haven’t seen it yet, it’s on Facebook and YouTube, but it’s me kind of talking about some of these changes. And I’m obviously nervous about it, and I didn’t try to hide that, and I made this very vague, very cryptic announcement. And I talked about what some of the rumors are. Some people have rumors that we’re acquiring a company, some people, some rumors are that we’re selling, we’re going public, or I’m retiring, all these things. And I haven’t been able to tell anyone, but I’m going to tell everyone on Monday. So that’s been kind of the thing. In fact, I think this podcast will probably go live today, so if that’s the case then you know about it now. It’s happening on Monday. So Monday the announcement will happen and I’ll tell you guys about what it is afterwards, and if you’ve been listening to the podcast you have some hints and some updates. One of the big one’s is that this is just one part of a three part announcement. One part we’re announcing right now, one part we’re announcing at Funnel Hacking Live, and one part we’re announcing on my birthday, March 8th.  So these are three big, fun, exciting things that are happening. So anyway, the reason why I’m telling you this is because what’s happening has been crazy. I’ve been watching people online meltdown, I’ve been watching people post on their own page, “What’s happening?” People taking bets, like, “I think Clickfunnels is selling. I think this is happening. I think Russell is doing this. I think this.” And everybody is speculating like crazy. And it’s causing all this buzz. And it’s been insane to me because I’ve been getting text messages from all my friends, people I haven’t heard from in a long time. People texting me, “Good luck on the news. Good luck on this. We’re nervous for you, we’re praying for you.” all these things. Today I got in the car to take my kids to school and I pick up these other kids in the neighborhood, and when the kids jumped into the car, again, these are kids that go to school with my kids, the first thing he asked was, “What’s your announcement that’s happening on Monday?” I’m like, “What, what?” and my kids are like, “What dad? What’s happening?” I’m like, ‘Oh my gosh, this has gotten all the way to the neighborhood kids. They’re like, ‘Yeah, my parents were talking about it last night for like 30 minutes trying to speculate what they thought was going to happen.” And it’s like, oh my gosh, this is so cool. So I hope you guys are watching this because there is a real announcement that is happening, there are multiple announcements happening over the next couple of months. But we could have easily just gone and told people, “Hey, we’re making an announcement about blah.” But instead we talked about, we’re making an announcement and it’s not these things. And by talking about what’s it not, we didn’t say it’s not about these things, we said that “people are speculating that it’s about these things, but I’ll tell you exactly what it is.” And by saying that and saying what people are speculating, then it caused people to really speculate, and it’s caused all this controversy and all these people talk9ing about it, and it’s just been one of the most organic. fun, cool promotions we’ve ever done. So it’s got my mind thinking, man I don’t want to ever speak or do a Facebook live or do an announcement without this kind of buzz behind it. How do we craft this, how do we choreograph this, how do we create this when we have a new webinar coming out? Or we have a new thing? How do we make it so we get this kind of buzz behind it? Because it causes it, you know, we get people talking about your business and creating speculation and all these things. It’s really, really fascinating. It’s been crazy. And I’m excited to see on the Facebook live Monday how many people actually show up. I don’t think it’s going to be a few, I think it’s going to be insane amounts of people. Just from the amount of people who have texted me personally, people who I haven’t heard from in years, people who are all in the middle of this. The neighbor kids and their parents talking about it, you know online seeing people posting on their own social profiles, and people you know, just causing this controversy and it’s been really fun to watch, and a really interesting marketing lesson. So for you, I’d start looking at your business like what’s an announcement you could make, or you should make? And then how do you cause the buzz behind that? It also makes me think about that for any new webinar I do, or any new announcement, or any new product, or any new whatever, how do you craft that much engagement?  Stephen Larsen when I was at his Offermind event, he talked a lot about how a lot of people think it’s just the offer, or just the funnel. It’s like, no, those are parts of it. You have to have an amazing offer, you have to have an amazing funnel, but then it’s like, the campaign you create that causes the buzz that pushes people into that funnel. That’s a whole ‘nother art and science, the art of creating campaigns and creating buzz and doing these kind of things. And it’s interesting, if you watch the people that are great at this, I’ve been watching, as I’ve been writing the book and editing the book and things like that, every once in a while my brain has a lot of pain. So I’m like, I gotta take a 20 minute break on something. So I’ll go and I’ll watch different things, things that are short though. So like, for example, I was watching the Connor McGregor/Khabib fight, which all my UFC fighter friends and wrestlers would know this. But it was this big fight that happened a couple of months ago. So I watched that. But I was watching all the pre-stuff that built up to the fight. It wasn’t just two dudes stepped in a ring and started fighting. It was like, no there’s campaigning, and trash talking, and pre-weigh ins, and the stare down, and trash talking. And then after the match there’s Khabib jumping over the side of the cage, and all these things that caused the drama, it’s all the campaign build up that makes us care about this fight. Because if two people just jumped in a ring and started fighting nobody would care, it’s what’s the campaign ahead of time that creates the buzz and makes people want to know what’s happening. So that’s what I want you guys thinking about with your businesses. It’s like, what are the things I can do? A really good book to read, probably the best book to read on this, Joe Vitale wrote this book called, There’s a Customer Born Every Minute, and it’s the life story of P.T. Barnum, through the lens of how he did his marketing. I sent this two years ago to all of the Two Comma Club X students. I was like, “Read this book, you guys. It is so good.” But P.T. Barnum, like I said, he lived back in the early 1900’s and this is before the internet and everything. So he had to go and create this buzz to get people to come to the show. And again, if you watched the Greatest Showman, you saw a glimpse of it. But if you study his life, especially that book, that book is really good, There’s a Customer Born Every Minute, by Joe Vitale.  If you read that book, you’ll see how he created all these things. He called them humbugs. We need to create a humbug, which is like a fake story to cause buzz. And back then they didn’t have FTC, they didn’t have the legal regulations. Most of the stuff that P.T. Barnum did back then would probably be illegal nowadays. But he did these things to create buzz. Stephen Larsen at Offermind was showing, he did this campaign where it was like, I can’t remember what it was, it was like a mermaid-monkey or something. But basically it was like a big fish and a monkey and he took the corpse of it and sewed it together so it looked like it was a monkey mermaid, or something like that. I can’t remember. He put these ads in the newspaper showing the picture of this monkey-mermaid, and it was literally he just took a dead monkey and a dead, huge fish and sewed them together, but used that as publicity to get people to come to the circus and come to his museums, and all these crazy things. So I just want you, I hope you’re watching this campaign. I hope that you’re paying attention. I hope you’re thinking about, what can I do in my business to stimulate growth and controversy and people talking? Because man, this is the best viral, free, organic exposure of anything we’ve ever done. And it all started with a two minute video I filmed in Fiji, telling the story about the rumors people have been throwing around. And if I’m completely honest, there were no rumors. I caused those rumors. So there you go, just for my Marketing Secrets friends, you guys know behind the scenes. I’m the one. There was nobody saying, ‘I wonder if Clickfunnels is getting bought or sold or going public or going, if Russell’s retiring or whatever. None of those things people were saying, but I said, in my video I said, “There’s been whispers of this.” And it was, I was whispering about it with my team. But by putting those things out there, it caused the whispers, it caused the things. Anyway, it’s fun. It’s exciting. I think you guys all are going to enjoy it. So hopefully you’re enjoying the show. Come on Monday, again, depending on when you get this, Monday we’ll be making the first of three big announcements, and they are big announcements, each one progressively bigger. And then there’s one, there’s one thing I can’t tell you guys all yet. Even on these announcements that I’m excited for. But I did buy, just so you know, I bought bootstrap.com, and my next book is going to be called Bootstrap.com and it’s going to be telling the Clickfunnels story. And in that book I’ll be able to tell you the full story. Anyway, there’s reasons I can’t explain it all right now, that will make more sense when you read the book someday. But yeah, that book I’m excited for. It’s going to be my first non-how-to book. It’s going to be just the story, the story of Clickfunnels. How did this come to be? How did all the weird characters meet together to create this thing, and the movement and the ups and the downs and all the stuff?  So how many of you guys are pumped for that book? I’m excited.  Anyway, with that said, I’m going to bounce. I appreciate you guys all for listening. I hope you have a good day, and if you do get this before Monday, I’ll see you on the Monday announcement. And if you get this later, that’s totally cool, my next podcast episode will probably be recorded, or one of the near future ones will be talking about that and what came from it. So we’ll go from there. Thanks everybody and we’ll talk to you soon.

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

Once you know what you sell, your DUTY is to spread your message. This chapter will show you more about my tactics to increase my influence and income online…   I don’t think I’ve ever talked about this publicly….   But before I bootstrapped my way to my first Funneling Live event, I started having conversations with my wife, and all I would focus on was telling her how intimidated I felt...     Nobody knew who I was   I didn't have a list    I’d been doing funnels for other people, but I hadn't learned how to charge yet.    I was still overcoming a lot of money-based objections in my own head.    In all the promos, Russell was saying things like, “You're gonna be around millionaires...”    Immediately, I my mind started thinking, “I Arrgh, 'm outclassed. I can't go perform in this game. There's no way…”   Finally, my wife was like, “Don't tell anybody that you're not a millionaire yet. Who needs to know?”    … and I felt like I had to hide.    BUT LET ME TELL YOU…   First of all, understand, that was the most absolutely wrong mentality that I could have taken, I just didn't know any different.    Second of all, I didn't understand that during those first few years, when I didn’t have influence or income, I was actually in one of the most powerful positions of my entire life. .    INFLUENCE & INCOME ONLINE   Looking around now, I see it a lot of people who (like me) have their own dreams... but as they start to pursue them, they look at the assets, the influence, and the authority of others ahead of them in the game, (and just like I did), they feel:    Disqualified   Unworthy   Outclassed    ...which is one of the reasons I really feel like I understand where the mind of a brand new beginner is -  because I walked the path and it sucks.   I felt VERY outclassed.    But if that’s how you’re feeling at the moment, I want you to understand that…   You don’t need to start with Influence and Income in order to get them.    … I certainly didn’t.   HOWEVER…   The good news is that there are a few simple plays that you can use to help successfully increase both your influence and income where you’re a beginner, or further down the road.   HOW TO BE INFLUENTIAL   So anyway, about eight months ago, I was asked to be a part of this project and because of how long the project took, (I'm not complaining at all, it's just the nature of the project), it took a long time to come to fruition…   … it takes a long time when you're working with the kind of people that are involved in this kind of project.    A lot of the BIG guys have launch calendars with their time planned out for months in advance.   I already have a launch calendar; I know exactly what I'm gonna be promoting in five months from now.    Another Example:   You may not know that the One Funnel Away, 30-Days Book was in the making for like six months, but no one knew…   It’s the same with some other projects that I can't talk to you about… ;-)    But…   The book that I was asked to be a part of, about eight months ago, is called Influence and Income Online…   And the prompt I was given for my chapter was:    What are some of the steps somebody should take to master influence and income online?   I do A LOT of coaching… (the One Funnel Away, Two Comma Club X, OfferLab, and OfferMind)… and *that* question actually comes up frequently.   DO YOU HAVE THIS FALSE BELIEF?   One of the most common false beliefs  out there is that:   “ Stephen, no one will buy from me because I don't have any following. I have no influence or no authority on the internet.”    And I got to tell you, ...that's just a completely false statement.    You have to understand that three and a half/ four years ago, no one knew who I was…   *NOBODY*   I haven’t even graduated from college when I went to that first FHL…    Then I started working for Russell... and still, nobody knew who I was for a little while.    And that's okay - that's a part of the game.    That’s why I tell everyone to ‘freakin’ publish’ - because it gives you instant authority.    So anyway, I wrote this super thick, incredibly juicy chapter to answer the question of how you get influence and income   I write for a lot of books now. I actually love writing.    You guys may not know, but I was actually the head editor of the yearbook in high school, and I got three Colorado State Awards for my layout designs.    I was NOT a writer, but I did a lot of layout design.    I've always liked writing about the topics that I like to write about, but I HATE writing about topics that I don't like.    Which might sound, “ Duh- obvious!” but I didn't do very well with papers in school because I was like, “I freaking hate this.”    But when I'm really passionate about the topic, I actually love to write.  If you’ve read my chapter for the 30-Days Book, I really enjoyed writing that, (and there are others in the works)...    Moving on…. Uh, *AWKWARD MOMENT*...     I can't tell you the other things coming up, but I can tell you about this!    THE INFLUENCE & INCOME ONLINE FORMULA   In Influence and Income Online, 30 Millennial Millionaires were asked to write a chapter … (a.k.a people who have done a million in their business, who are millennials).    Before anyone who's a baby boomer says, “What can you guys teach me?”   … the proof's in the pudding, man.     There is a formula to getting influence on the internet.    ...and that's what I talk about in my chapter:   I geek out about formulas, and it's because I don't like flash in the pan strategies.    About year and a half ago, I was asked to speak at an  event - I'm not throwing rocks, but the whole theme was strategies to help create HUGE authority in business.    And I think I offended a lot of people because I stood up and said:     “Hey, you know what's interesting about getting authority on the internet? It doesn't matter for a long time.    In fact, it has very little to do with your sales - FOREVER.    Don't focus on getting authority upfront, go focus on providing value. Go focus on providing a really cool solution to a problem and authority naturally comes.”   What I go through in my chapter is a formula - a very easy three steps that I just continue to rinse and repeat so that my authority (I feel weird saying that), increases.    I truly believe that if you just want to know the formulas that create influence and income on the internet, it's not that hard.   I call them axioms….    There are three separate axioms you can go through that enable you to harness some influence on the internet.        Some of them you can probably guess, but some of them you won't - so I'm excited about this chapter.    It's a legit book; it's NOT a pamphlet.    I wrote an actual pretty thick chapter there and I think you’ll really find what I put in there to be helpful.    One of the axioms is to publish but besides that…    What else do you do?    How else do you actually use what you have and the assets you've been given to your advantage?   ...what I share with you in that chapter are some of the reasons I've been able to do EVERYTHING I have in the past four short years.    I mean, I've only been gone from my job barely a year -  it's literally NOT even a year and a half yet as I record this.    *That's saying something*    There are hundreds of thousands of entrepreneurs who in the middle of their nine to five and doing things on the side…    What is it that's massive eyeball Steve Larsen did and figured out to kind of hack the game?    That's exactly what this chapter teaches you.    I had someone reach out and say, “Stephen, you give so much away in your podcast. Why should I ever buy any of your stuff?”    Well let me be very frank and clear with you; I’m NOT giving it ALL away on the podcast, but I’ve got really good crap, so the little bit that I do give away is still really awesome…   Sooo…   *GO GET THE BOOK*.    “Stephen, are you pressuring us?”        YEAH, YOU BETTER BELIEVE IT!    Dang straight, I am... because I know that this chapter can really, really help you implement what I share.    RAIDING THE COOKIE JAR   One of my favorite people to follow is David Goggins...   I LOOOVE David Goggins.    He's very tough to listen to, and he swears like crazy, so if words offend you, don't follow him.    One of the things he talks about in his ideology/ methodology is concept of ‘The Cookie Jar.’    The concept is that ‘anything that I go through in my life that’s tough is actually a cookie for the future.’    So when I'm about to go through something that's very challenging and intense, I will look back and go to my ‘cookie jar…’     You probably don't know, but I get actually really nervous when I'm about to get on stage, (it might shock you and surprise you to hear that).     I love it, it's where I want to be, but I still have a hard time. Steve killed Stephen, but sometimes, I'm just naturally Stephen:    How did I become somebody who's new?    How did I kill the old self and become/ craft and design somebody who's new?    The Three Axioms that I talk about in my chapter are literally the mechanisms that I use that helped me gain influence and then afterwards, income on the internet.    Sometimes you just gotta cut the mental crap and do the thing!   You've got to be willing to do things and NOT get paid for them for a little while, and that's okay.    The MASSIVE payouts come a little bit later.    ...but so many people are like, “Well, how is this gonna help me immediately?”    It may NOT for awhile - *SUCK IT UP*   Keep doing the things, and after a while, it's like that quote from The Titans, “just like Novocaine, works every time, just takes a little time,” whatever the quote is...    So I created a cookie jar, to remind me of the tough things I went through and when I'm about to go do things that are more challenging, I'm like “Oh man, just do it.”   GETTING OUT OF YOUR OWN WAY   In my content and coaching, I talk a lot about:    Strategies   Methodologies   Marketing    Launch campaigns   ...all those are great, but...    If you can't even do the stuff because there’s crap in your head that's holding you back - stop studying strategies.        It's time for you to sit back  and do a little bit of self-work and ask:      “Why am I so freaked out?        Is there some experience that I've had in my history that is keeping me from behaving as one who would get influence naturally?”      There's a lot of you out there that follow me, (and I appreciate you doing that), who are gonna sit back and say, “Stephen I know that strategy, I've heard you say that before...”    But if you’re your wallet's still thin you need to get introspective. This game has very little to do with what's the next method and strategy. I run the same five plays day after day... it's the same thing and it makes money.    But I had to do A LOT of self-work in order to actually qualify to pull off those methods, those frameworks, those patterns; those football plays, as I think of them.    So I'm excited for you guys to get this chapter.    And when you read it, some of you might be temped to discredit it. DON’T!    Instead of saying,“Yeah, right,”  ask:   What if there's a chance that these strategies could actually work for me?    They're NOT hard, but they're scary.    So I challenge you to go learn them, and while you confront them for the first time in your life, here's the challenge…    I want you to sit back and think to yourself, “What’s my knee jerk reaction right now?”    Because if it's anything other than, Whew, let's go get 'em,” what is it? That's important.    It shows you what the hangup is in your brain.    So when you look at these strategies, it's just like three things I just continue to do…    It's like five strategies marketing-wise,( acts of marketing), that I just keep continuing to do and our income is going up 10% a month - which is ridiculous growth.   I just do the same thing over and over again.     Here's a little moment of tough love because I care about you because you have all this negative talk.    It's this negative feedback loop and you're looking for reasons in your history that disqualify you from moving forward.  So go get the book on Amazon, and as you move through the chapter, write dow what comes up for you.   I've noticed that the entrepreneurs that actually make it and succeed in this game are very, very introspective.    It would probably shock most of you to realize that probably only half of the time the people who get up and share at  Russell's Inner Circle are talking about strategies, the rest of the time, we all go through our internal struggles...   We all go through it!    It's the negative crap in the head that we all have to get over   You understand?   HEAD JUNK    This is such a key thing that Russell Brunson actually hired a specific coach to help the inner circle with their own junk in their head.    Seriously, there is a dedicated coach who studied under the foot of Tony Robbins himself, she's amazing. She's super, super good. Her name is Mandy Keene - she’s incredible.    But you understand how big of a deal this is?    Russell's teaching the strategies but he's like, “I need somebody who's gonna come in and help work on their brains.”    He actually hired somebody while I was still working over there.    He hired a specific individual who is a master at helping people overcome the junk in their head.    What does that tell you?    If you've been focusing only and solely on these strategies, that's great to know them, but I was doing that too…    ...and after two years, I was on try number six of 17, I was doing the same thing.    I knew all these strategies, I knew how to run 'em, but the thing I was running into was my mental crap.    I hate saying the phrase mindset because it's such a fluffy, crappy phrase now, and we all use it in such weird ways.    “What's your mindset?”... and it goes to woo-woo land. I hate that crap, but there is something to it.    And if you've not taken a moment to sit back and go, “Okay, what is it that's actually keeping me back, because it's not the strategies?”    It’s no longer, “Oh I hope someone's gonna go make that tool.” That time and season are over.    All the tools, all the strategies, regardless of product, price point, industry, regardless of if you sell on the internet or off the internet, the crap is here:   The systems    The tools   The people   The processes   … all the stuff that you need is here.    I still don't know how to drive Facebook ads. I don't need to know.    I don't need to know how to be a coder.    I don't need to know how to do all the things that my content team does - I don't.    I don't know how to do most of the things that my business does.   … and that's important to realize and understand.    So what is my role?    It comes down to what I talk about in this chapter:   Influence   Income    Do you need influence to have income? No. Does it help? Yes.    Of course, it helps.    So where do you start if you have no influence?    What do you need to be doing if you have influence?   How do you generate income?    That is what my chapter goes through and that's what I'm excited to teach to you guys.    This is very, very important.    You have to understand, from my position, I have a very unique set of eyes. I've coached 25,000 people personally in this game now - that's not a joke..    Why do you think so many washout?    It has nothing to do with the models.    It's got nothing to do with how it should work for me.    “Stephen, my business is different.” NO!    It has everything to do with your ability to actually execute.    And when I say that, there are things that keep you held back…   Are you sprinting at executing the models?    If you're not, that's exactly what I'm talking about...    And if you are executing, there are things you can do to leverage your time, so you're not spending a ton of time gaining more influence.    You still get influence... but not with tons of your own time.    That's the point of the chapter.    And you're not just gonna hear it from me, you're gonna hear it from 29 other amazing gurus, like Josh Forti and James Smiley, who also answer the question:    How do you actually get influence and income online?    So I'm excited for you guys to have it. Swipe up, swipe down, wherever it is, above this video, down below this video, at the end of the video, and go get the chapter.    It's NOT expensive, but the information is very, very amazing.    How many new books do you think I get on a daily basis here?   It's at least three or four books a day. I buy a lot of information.   WHAT’S IT WORTH TO YOU?    This has actually happened multiple times, one of my friends, probably four or five years ago, said, “   “Stephen, how are you doing all of this thing on the internet?”    (This was right about the time I started actually having success for other clients.)    I said, “Dude, you've got to go get this book. It's called Expert Secrets, it's amazing.    And he goes to expertsecrets.com, and he's like, “This looks like it's a scammer man, I don't know. I don't think this is actually gonna be a thing. $7.95, I don't know if I'm willing to pay that for the book.”    And I was like, “What! You know me. What is wrong with you?”    About a month later, he reaches back out and he goes, “Dude, seriously, how are you doing this stuff?”    I said, “Go buy the book.”   He goes, “I went back there, dude. It looks like it's a scammer. I don't know, it's a scamming site. $7.95, I don't think I'm willing to part with that for a book.”    I was like: “You're not willing to risk $7.95 to have passive income that exceeds what your job pays you and all the expenses in your life? Don't buy the book. I disqualify you. Are you kidding me?”   And it ended that way, and he's still never bought the book.    I had other buddies that went and bought it and now they have these businesses that they left their jobs and they do it full-time. Now they've got teams…   So it's just so funny to me…   Buy the freaking book, it's a few bucks -  it's called Influence and Income - I'm excited for you to have the chapter.    Click the link at the end, go to the link that's at the end, swipe up, again get the book - this one's worth your time.    Hey, you want the worst marketing advice on the planet?    “If you build it, they will come.”    Barf! Such a lie.    You still need to get attention, no matter how good your product is, right.    A major benefit of this funnel and offer game is your influence and income will grow over time.    So more time in, more offers, more funnels - they all add to the future success of the product.    But what about in the meantime?    In my personal belief, seeking influence for the sake of it, for the sake of just becoming an authority figure, it's kind of dumb and I make fun of it.    But once you have a product that you know adds value, you owe it to your future customers to create buzz.    If you want to see three simple moves I make over and over and over to increase my personal reach and influence; I just wrote a chapter in a new book on Amazon called Influence and Income.    Literally, go to influenceandincome.online and it'll take you straight there.    Recently a man walked up to me after an event and basically said:  “Stephen, not to make you feel weird but a year ago, if you'd have been a little bit louder with what you really do and found ways to push your message further, I don't think I'd be in the mess I'm in right now.”    OUCH!    Guys, learn how to increase your influence for good and check out my new chapter in the book Influence and Income by literally going to influenceandincome.online now.

After a full day of funnel hacking over 300+ funnels, I want to walk you through what funnel hacking is again and make sure you’re doing it right. On this episode Russell talks about the difference between stealing and pulling inspiration while building funnels. Here are some of the interesting things to look forward to in this episode: Why copying is stealing, but modeling and taking inspiration is not. How taking inspiration from several different sources and not copying anything is exactly is the proper way to funnel hack. And what Brendon Burchard said about how he avoids accidentally taking other people’s ideas. So listen here to find out the difference in the right way to funnel hack, and the wrong way to funnel hack. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets podcast. Today, once again I am marketing in my Tesla and it makes me laugh because all my Tesla listening followers all messaged me yesterday congratulating me on my Tesla, so thank you. Now I know who you all are. With that said, let’s jump into the theme song, and then come back. I got something fun to share with you. Alright so yesterday was so much fun. Yesterday was funnel hacking day, but not like a normal funnel hacking day. It was like an intense, expensive funnel hacking day. So I’m working on, we have an event this summer called unlock the secrets, it’s for all my Two Comma Club X coaching members and my inner circle members and also their families. So it’s the first time I’ve ever done an event where parents and children can come. So it’s going to be really, really fun. There’s a lot of work going into it. But one thing I wanted to do as I’m teaching different funnels and things like that, is I wanted some examples and swipe files. I’ve been building out the swipe file in trello with all my favorite funnels in there. And I’ve been doing kind of slowly for a little while and yesterday I was like I’m going to spend the whole day and go hardcore on this. So I basically, in trello you can have different columns and then in the column has different cards. So I made a column for every funnel type. So it’s like Lead Funnels, Cart Funnels, Book Funnels, Presentation Funnels, Via Cell Funnels, Challenge Funnels, all the different types of funnels. Then underneath there I made a card for every funnel I like. And then I would go and in the past I’ve taken screen shots of here’s page one, page two, page three, so you can kind of see them really easily in this trello board. So what I did yesterday is I recruited two people on my team to help make this possible. I had Melanie who became the funnel purchaser, the funnel buyer, and then Leon who became the funnel screen shotter. So what happened is I would go through and find my favorite funnel, I’d post the front page link in a new trello, and then Melanie would go in and she would go through and buy it and buy everything, and then get the links for every single page in the funnel, post them inside of trello. And then Leon comes behind her and takes screen shots of every single page and posts them in there. And it’s been interesting because typically I geek out on funnels. I’ll want to funnel hack something and I’ll buy two funnels and it’ll take me the entire day because I’m reading everything, and looking at and studying and nerding out. But Melanie, she’s immune to funnels so far. We’re working on her, but as of today she’s definitely immune to funnels. So she just buys without thinking twice. She just goes to the pages and I think conservatively she spent over $10,000 in funnels yesterday. There was one offer where she’s like, “This is a $5000 offer. You want me to buy that?” I’m like, “Nah, let’s don’t buy that one, but buy all the rest.’ So I’m going to be getting in the mail this week thousands of rand-o things. From nail polish, to kidnapping board game kits, to anyway, so many random funnels. So much fun. So anyway, that’s kind of what’s been happening. But with that said, we were able to funnel hack yesterday, probably about 300 or so funnels. And the ones I loaded in there are probably close to a thousand now. So I’m done for the day, she’s going to be going in there and keep on funnel hacking and then Leon’s going to be taking pictures, and then we’ll have this huge data base of every amazing funnel that I love, the pictures and the screen shots, and it’s going to be so much fun. So I am pumped and excited and I cannot wait to get all the weird crap in the mail over the next week or two, of what we actually bought. So that’s kind of fun. A couple of things I want to talk about. Number one is funnel hacking. I’m curious how many of you guys actually still funnel hack. It was interesting, I went to my Two Comma Club X member’s and I said, “Hey, I want you guys to submit funnels that you look at, your favorite funnels so I can go and funnel hack them.” And I got a lot of really, really good ones back from a very few amount of people, which made me think for most of them, they haven’t been funnel hacking. They don’t know what funnels they like. How are you supposed to create something if you don’t know what you like? I know exactly, when people are like, when I have my bat meetings with my team, I’m like, “Okay, we’re going to build a funnel.” They’re like, “Cool, what do you want it to look like?” I’m like, “I want it to look like this one and this one, with a twist of this one, and a little bit of this one.” I don’t just create from scratch. That’s what morons do. Come on you guys. If you want to, this is art. There’s a book I just bought the other day that said like, actually I don’t know the title. The title is something like, “Great Artists Steal.” And I haven’t read the book yet, so I don’t know exactly what it says, but I’m assuming it has something to do with that, right. We don’t create from scratch, we look at a whole bunch of examples of amazingness and then we build something off the back of that. So it kind of blew my mind that there was only, I don’t know, maybe a dozen people that had any funnels to even post out of a group of almost a thousand people. I’m like, this is so crazy to me that nobody’s been funnel hacking. Nobody’s got like their favorite funnels, like at queue. I have links to all my funnels so that when I’m building something I can get inspiration. I say, okay I’m doing a webinar. Let me look at like 10, 15, or 20 different webinar funnels as I’m building this one out to get ideas for looks, color pallets, ideas, hooks, headlines, and ways they did things, and how they did the call to action, and all those kind of things. I’m doing a squeeze funnel or a lead page funnel, or a lead funnel, whatever you want to call it, to generate leads. I look at a dozen or two or three dozen to get ideas. I think a lot of times what happens is that, and this is the borderline between funnel hacking and stealing and this drives me crazy. For example, we launched the Expert Secrets book. And I took inspiration from like 50 different funnels to build that one. I spent a ton of time and energy. Same thing with the copy, I studied a whole bunch of free plus shipping book funnels and things like that to get ideas for the hooks and the angles and the copy. I did all this research and I plugged it in and we built this amazing funnel. And within an hour of us doing it, I see all these people like, ‘I funnel hacked Russell’s funnel. Here’s the share funnel link.” And they’re giving away my exact funnel with the same colors and the same everything. And I’m like, you missed it. Funnel hacking is not, look at something and then copy it exactly. That’s not how this works. Now there’s like 800 people with a funnel that looks exactly like mine. So what am I doing? I’m re-changing it. The reason why we spend time on a funnel, a funnel I’m modeling stuff. I’m looking for proven things in a funnel. Like layout, structure, concepts, I’m looking for those things when I’m funnel hacking. I’m not stealing word for word, stealing the colors, stealing the headline, which for some reason that’s what people think funnel hacking is and it’s not. That’s illegal and immoral and evil and bad, and that’s not what I’m talking about. Funnel hacking is about looking at a whole bunch of stuff and pulling inspiration. I heard somebody once say that if you copy from one person it’s plagiarism, but if you copy a whole bunch of people it’s research. That’s my belief on it. You’re looking at a whole bunch of stuff and then creating your own from that. I’m looking at all these different ideas as inspiration to model, but then I go and create something new, something better. And this is one of the main reasons why that’s so important. It’s because marketing is all about pattern interrupts. Do you guys understand this? The reason why something works really good is because there’s the pattern and then I come and interrupt that pattern. So you’re on facebook scrolling through the thing, and it’s like for example, meme videos. I remember when meme videos first came out like two years ago. Nobody was doing them, and Brandon and Kaelin were one of the first to really do it and hit it hard, and their meme videos were killing it. And then guess what happened? Everybody saw their meme videos and they’re like, “Oh meme videos.” And then their software came out and they’re like, “We create meme videos.” And it blew up and now everybody on the planet has meme videos and guess what happens? When Brandon and Kaelin came out they interrupted the pattern. They shifted it and everyone saw it and they’re like, “What is this?” and they captured their attention so they clicked on it. But then when everybody does it, you’re not interrupting the pattern, it becomes the pattern. It becomes the pattern and then it doesn’t work anymore. The same thing with hand sketched videos. Vince Palko was the dude who did the very first hand sketched video online, he did it for Mike Geary in the fitness space for Truth about Ads. And he did this video and I saw the stats about six months later. I was at a mastermind retreat with Mike Geary and he’s like, ‘Hey, yeah, Vince Palko’s the dude who hand sketched my sales video and look at the conversion.” And it was like 300% increase in conversion, something crazy. I think it was higher than that. But it was this huge increase. And I was like, “Oh my gosh.” And that was the first one I’d seen. And then what happened? Everyone in the fitness industry is like, “Ah, new videos.{inaudible}” and all the sudden the next thing you new, every single video the fitness space was a hand sketched video. But I saw Geary’s first so I contacted Vince and I’m like, “Hey, I want to do one in my market.” Because no one had done it yet, right. So there was a pattern of like, everyone was doing these Power Point VSL’s and it became the pattern so everyone was doing it, so it stopped working, and stopped becoming effective. So I was like, “I want to do the interrupt.” So I hired Vince to do a hand sketched video for us, for the original Dotcom Secrets Local webinar. We used that, and boom, it became the pattern interrupt and it worked so good. And that was the funnel, man, if you guys have heard my One Funnel Away story, that was the funnel that got me out of the brinks of bankruptcy and gave me the ability to pay off the IRS and a bunch of other craziness, because it was the pattern interrupt that grabbed people like, “What is this?” and it worked. But then, guess what happened? Everyone’s like, “Oh look what Russell’s doing.” And they all got hand sketched videos and now it became the pattern and then it doesn’t work nearly as effectively. So what you’re looking at with funnel hacking is you’re looking at the pattern. And there’s elements of the pattern that are essential. So understand that this is the model, this is the structure, this is the layout, this is the flow, this is how it works. Then your job as the artist, as the marketer, say, “Okay, this is the pattern. How do I interrupt it?” and the interrupt can be something as simple as the headline, a color tweak, a way you do your video, things like that.  If you saw the affiliatebootcamp.com you guys notice the pattern interrupt there. It’s literally almost the same concept as 30days.com. You look at both pages and you’re like, “Oh, these pages look almost the same.” I funnel hacked myself. In fact, if you look at the funnel structure, it’s literally the same. The upsell flow, everything is the same. But we needed a different hook because that’s a pattern interrupt. So affiliate boot camp versus 30days, it’s a different hook. Then I needed a different, obviously the color pallet is different. One’s blue and everything, and the other one is green and more army like. But then I needed an interrupt for the video. If the video was the same, I sat in the same spots, said the same words, said the same thing, it wouldn’t work. So I gotta interrupt the pattern. So what I do then is I did the video with the cards. So if you go to affiliatebootcamp.com and look at the top you’ll notice I did these cards, and it’s a pattern interrupt and it’s killing it right now. And I guarantee what’s going to happen is all of you guys are going to do card videos now, so there’s going to be a million of them and it won’t work anymore. But I interrupted the pattern with that thing. So what your job to do as a marketer, when you’re funnel hacking and you’re looking at stuff, is you’re looking at stuff not just in your lens of like,  ‘I’m a dentist, therefore I will look at other dental funnels.” Look at all these funnels in different markets and see it. Guess how I got the idea for the hand sketched videos. A couple of years ago my wife and I were watching YouTube flipping through stuff and we saw this kid with his hand, with these cards. And I was like, “That’s interesting.’ I clicked play and started watching it. And it was this kid telling a story about how he was dying and he told his whole story through cards. He didn’t say a word, just held up card after card. And I sat there, it was like a 25 or 30 minute video. And I watched the whole thing with my wife and we bawled our eyes out, and I think the kid ended up dying and this video had gone crazy viral. And I was like in this emotional state where I was like, I sat there for 30 minutes waiting to see, reading each card to pull me through the story. And I was like, “That is powerful.” And that night I was just like emotionally messed up. And the next morning I woke up and I said, “Holy cow, look how that triggered me.” I had to read the whole thing and I couldn’t stop reading it. So that day, literally that day I was like, “That is a pattern interrupt.” So we did our very first hand card video, which also happened to be for affiliatebootcamp.com, but it was one from 8 years ago, whenever we did the original one. And after that time, a whole bunch of people knocked me off, did hand card videos, and then I stopped and then everybody else forgot about it. And then we brought it back. So the other thing nice about pattern interrupts is you, something that is the interrupt, then it becomes the pattern, then people forget about it, then it becomes an interrupt again in the future. Anyway, so that’s, I want you guys just understanding these concepts of funnel hacking. So often we think it’s just “Oh I must find a funnel, I will copy it.” No, that is not what I said ever, ever, ever. That is unethical, immoral and wrong. And it’s stupid too because it’s not going to make you more money. It’s looking at the pattern, so I find the funnels that work and looking at the pattern. I keep the structure of the pattern. I keep the structure so it’s like, I know this layout works. The logo here, the button here, the box here, the structure will remain the same. But now I gotta come in and add my art. So I’m changing color pallets, changing things like that. I change the copy, and then I’m looking for a pattern interrupt. So what is it? Is it hand sketch videos, card videos, no video, different headline, a bold headline, a picture of me flexing in my mankini? I don’t know. I would never do that. But something that becomes the pattern interrupt.Every single ad is an interrupt. I saw Dean Graziosi with his book a while ago, lighting his book on fire and I was like, “oh my gosh, that’s a pattern interrupt. He did it in his market, which is like personal development, I’m going to do it in the marketing nerd market.” So I lit my book on fire, and that ad did awesome for a long time. It worked. And now, that one didn’t catch on.  No wonder you guys wouldn’t burn your product, which is probably good. I do know Stephen Larsen last week, went and blew up his product, it was crazy. You’ll see it soon in a funnel, I’m sure. But do you guys get what I’m saying though? Anyway, I love funnel hacking, it’s really, really fun. But it’s not stealing. It’s getting ideas to pull inspiration from. So when I know the next time I’m pulling a webinar, I log into my trello board, I look at the 400 webinars I funnel hacked and I start looking at the images. I’m looking for ideas, I’m looking for patterns, and I don’t do it where I open up the screen and then I open up Clickfunnels next to it, and I’m like copying. I don’t do it that way because it’s plagiarism. In fact, I was talking to Brendon Burchard, it was interesting. He said that when he has an event coming up, “I can’t listen to any Tony Robbins thing for at least 6 months before my event happens because I get heavily influenced. I’ll hear Tony saying stuff and I’ll like it. And I’ll be onstage talking and all the sudden this thing will come out and it’s like, ugh, that was Tony’s thing. That was not my thing. I know that how our brains work, is that we model and we see things we like to pull inspiration. If I listen to Tony too closely to stepping onstage, then I start saying Tony things and that’s not what I want. I want this to be my stuff so I have to stop listening to it.” And it’s the same thing with funnel hacking. I don’t open up, you know, Jim Edward’s webinar funnel and copy thing for thing for thing. Because then I’m copying and it’s not going to work. And it’s just like a not cool thing to do. Instead what I do is I go back and say “Okay, let me look at 5, 10, 15..” I look at all these things and I get ideas, I get inspiration and then I close the board, and then I start building something. Now I’m not copying anything, but I’m pulling inspiration. I did a bunch of research ahead of time, and now I’m like, “OH I remember this part. I liked that. And I like this and I like this.” And now I create something new, genuinely new. And that is how you grow in your market. That’s how funnel hacking can and should be used. So I hope that helps. Alright, well I’ve been in my Tesla driving around in circles for the last 14 minutes as I’ve been talking with you guys. So I’m going to go drive to the office now and get started because funnel hacking day is done and today I gotta be working on the Traffic Secrets book. I have to get chapter four done today. It’s halfway done. I have to get done today or else I will be beaten by my publisher who gave me a deadline. It also is crazy, this is the first time I’ve used like a traditional publisher and they, it was so funny because we did the whole book deal, and I didn’t read the contract because I’m not a contract guy, but I had Dave read through it and then Dave came over he’s like, “Did you know they’re giving you an advance?” I’m like, “What’s an advance?” He’s like, “That’s where they pay you before you write the book.” I was like, “Really? That’s the coolest thing ever.” Anyway, so I asked them, I was like, “This is cool.” He’s like, “Yeah, well most people they take the advance so that way they can take a year off and write a book. You’re kind of insane because you’re running a business and a million other things. But we…” oh, my kids turned on the whoopee cushion fart on the Tesla. That’s not me farting, that’s the whoopee cushion turn signal. Oh my Tesla drivers know what I’m talking about. That is embarrassing. Anyway, my kids are dead to me now. What was I talking about? They gave me this advance, right. So that was pretty cool. And they send me this money and I’m like, “This is awesome.” And then with that it’s like the chains, it’s like, “We gave you money, here’s your deadline.” I’m like, “What?” Anyway, it’s kind of funny. So I gotta write my book because I contractually have to now. But I’m also excited. And this turned out really good. I spent a lot of time in the RV on the way to Lake Powell last week and on the way home writing. My wife is amazing, she drove while I was typing it up. And man, it’s coming along really, really good. At the end of chapter four I’ll be done with the first section, which is, I’m excited for it. Alright, that’s all I got. I hope you guys are doing amazing. And I will talk to you all again soon. Bye everybody.

The process I use to write books, create courses, teach seminars, and to grow Clickfunnels. On this episode Russell takes a break from his family vacation on Lake Powell to talk about why having a framework is so important. Here are some of the amazing things you will hear in today’s episode: What a framework is and how it can help you teach a concept in just an hour or even a three day event. How having a framework can help you figure out what it is you are teaching or selling. And why a framework is how Clickfunnels beats its competitors. So listen here to find out how Russell uses frameworks in his business. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets podcast. This episode I am streaming to you from my family vacation as I am walking around the beach here at Lake Powell. Hello everybody, welcome back. Alright, I hope you guys are all having a great summer time right now. I’m sure it’s summer if you’re listening live, and if you’re listening on replay it could be the middle of winter for you right now, but just imagine being on a beach in 100 degree weather, boating, jet skiing, tubing, water skiing, knee boarding, all the stuff. That’s what’s happening here and we’re having a good time with the family. But for any of you guys who know me, you also know that I struggle at vacations, because my mind is going crazy wanting to move forward and have momentum and a vacation is literally the opposite of momentum. It’s like, let’s stop everything and just sit and be. And it’s good for me, it’s good for everybody, but it is definitely hard for most entrepreneurial minds. So if you are struggling on vacation, maybe you’re listening to this during your vacation. I see you, I understand you, I get it. Anyway, I’m enjoying my family, they are the coolest. My kids are fun ages. We’ve got teenagers who I want to beat up some days, I’ve got little kids who I love, and I got little, little kids who just won’t sleep. So you know, you get a little bit of all those things. But they’re so cool. And it’s just fun to be able to have summer with them. I don’t think I have too many more before my twin boys are gone, then it starts, they all start leaving again. It’s crazy to think about. Anyway, but I’m here and I’m trying to focus on the family. Between the breaks I’m reading books, I’m reading Dave Gogin’s book right now, which is so good if you want a book to pump you up about life and about everything. I’m also writing the traffic secrets book right now, which is fun as well. And as I’m writing the traffic secrets book I’m kind of noticing something cool. And I wanted, that’s what I wanted to jump on an share with you right now. It’s something that I don’t know if I, like no one ever sat down and taught me this, but I kind of picked up along the way and started doing it and people would start pointing it out to me and I was like, “Oh, that’s fascinating.” So instead of you guys trying to figure it out, I’m just going to give you a short cut and tell you what people point out to me, that’s really cool. So as I’m writing the traffic secrets book, if you look at how I do it, each chapter I sit down and I’m like, I don’t call it this but in my head I’m thinking, what’s the framework from this chapter? For me, it’s the doodle, what’s the doodle that explains this whole chapter? So I sit down and I look at this paper and I keep thinking until I sit there until I can doodle out an image that’s like, this is the concept I want to illustrate during this chapter. So I doodle out this image and then I sit down and I write the chapter. What I’m doing is I’m creating the framework for that chapter. And the same thing with the Dotcom Secrets book. People loved that book and I didn’t think, it wasn’t a conscious thought at the time, but I was doodling out these images and then explaining the doodles. And that’s kind of what the whole Dotcom Secrets book was. Expert Secrets was, I was taking this framework, which was my perfect webinar, and obviously I did a lot more than that, I talked about a lot of other things in the book. But half the book is basically the perfect webinar framework and me going through it. Me going through it slide by slide by slide and explaining the whole concept. It’s funny, probably two years ago I was at a little small mastermind group with Brendan Burchard and he was teaching this concept called the seven day launch, which he actually taught at funnel hacking live this year. So for those of you guys who were there, you had a chance to see this. But he stood up and he drew this diagram, and then he started teaching from it. And I remember as he was teaching, he would talk about something for a while then come back to the diagram and talk about the next step of it. He’d kind of go back and forth, back and forth. And people kept asking questions and I think somebody apologized and said, “Oh I’m sorry. I didn’t mean to throw you off.” And he’s like, “No, no, no. You all know this, as a teacher your framework is your savior. Your framework, you always come back to the framework. I have this framework and I can teach it in 5 minutes. I can use the framework and teach it in 3 hours. I have the framework that is the whole thing.” I remember when he said that I was like, “Oh my gosh, how cool is that?” Because I could do the same thing with my perfect webinar framework. I could sit down and I could explain it in 5 minutes to somebody or I could do a three day event teaching it. Because how deep and detailed stories you want to go and reinforce parts of the framework. But the framework is the same, it doesn’t deviate, doesn’t change. I’m working right now also on this event I’m doing for the families inside of Two Comma Club X coaching program and it’s called the Unlock the Secrets Event. And that’s what I’m doing right now, building out the framework for each session. Like this session this is the framework I’m going to teach, I’m going to explain. So I build out the framework and then I come back and I’m going to teach those pieces of it. Anyway, it’s fun and it makes it easier to teach. Framework for me, usually my doodles, you guys have all seen those before if you follow me at all. But other people it’s different things, but there’s some kind of framework that guides your teaching. So it’s interesting, if someone asked me, “Hey do you want to come speak at this event?” I’m like, “What do you want a talk on?” and they’re like, “This topic.” And I think, okay. I’ll sit down and on the flight over I’ll doodle out the framework of how I would explain that topic and then I come and I’m like, “Here’s the framework.” And I stand in front and I could teach it for an hour, I could teach it for three hours. I could do the whole event for three days if I needed to because you know, the framework is your savior. You could keep coming back to that thing, you could get stuck or whatever, you’re just plugging in stories or examples and case studies into that framework. So anyway, that’s kind of the concept. The reason why I wanted to share that with you guys today is because I know a lot of you guys, especially those who are in the info business, you’re trying to figure out how to teach your stuff. And I think a lot of times we learn, we say a bunch of things and we’re trying to teach it back, and we’re like, ‘This is hard.” We’re trying to create a course or write a book or whatever, and it’s difficult. So what I would recommend doing is you gotta create a framework. So sit down and say Module one, or chapter one, or day one, or event session one, or whatever it is. What’s the concept I want to teach? And trying to like, again, it doesn’t have to be a doodle like mine but some kind of sketch or mind map or something. Like here’s the framework of this session. And that becomes the framework and then all you’r edoing is you go back and teach that. And then as you’re looking at it, you’re like, “Okay, do I have a story for this session of the framework? Do I have a story for this? Do I have an example for this?” and you start plugging in those details and that’s how you build this full, beautiful, amazing tapestry that becomes whatever it is you’re teaching. So that’s the first thing. Second thing I’d say is after you create this framework, and typically my frameworks aren’t like, ‘Here’s Russell off the top of his head.” I’ve studied you know a thousand people and from there, you know, I talk about a perfect webinar, I try to give credit for everything I’ve learned. I learned this piece from so and so, and this piece and this piece…. And from that I’ve created this framework that’s my framework that I use. I’m going to give you the framework and I’m going to call it something and I call this framework the perfect webinar. Now I give it a name and now it’s mine. So for you, the same thing. As you’re becoming a creator, and again, I never steal anything from anybody else, that’s bad. Especially if you’re, what do they say? If you’re quoting source, you’re stealing, but if you quote a bunch of sources, it’s called research. So it’s like that. Take all your life experiences from all the people you learned stuff from and combine that into your own framework, your own system, your own thing you can teach people, give it a name, (This is my perfect webinar, this is my whatever), you give it the name and now it becomes your own. And then I would say, always give credit where credit is due. I try to always give credit to everybody I learned each of the pieces from. And that will go a lot longer than you will ever imagine. So make sure you do that as well. So anyway, that’s kind of what I wanted to share with you guys, that concept. Because it’s making, it makes all the content creation I do easy and simple and possible. It makes it easy for people to remember and recall and be like, ‘Oh yeah, here’s the framework.” And they can recall the stories and imagery and concepts you taught very, very fast and very rapidly. Whereas if you step up and just start teaching it from an outline, it gets really hard for people to recall, to remember, to retain, to use because there’s no framework. So all of your teaching, all of your coaching, all of your stuff should be built off that exact framework. And you’re maybe thinking, “Russell, I’m selling physical products. I don’t have a framework.” I would say, then you should make one. People buying physical products, they want a result. So I would come back and say, “What’s the result they’re looking for, and what’s the framework.” My product is a piece of that framework. Clickfunnels is a piece of the framework for the result you guys are trying to get. You guys are trying to make more money, have more impact, so the actual product I sell, which is Clickfunnels is a piece of that framework. But there’s all these ancillary things around it that make the experience more full and it gives me something to teach and to talk and to train and to coach on, which now makes our company flourish. It always makes me laugh when people are like, “Well, this won’t work for my type of business, Russell, because I’m a blah.” I always smile because literally 5 years ago everyone told me, “This won’t work for a software business.” And then we proved it and they’re like, “Well, it works for software, but no other business.” I’m like, are you kidding me? Part of me wants to create an ecommerce company or a food company, or become a chiropractor or something just so I can prove this literally works with every model, everything, you just have to think outside of the box. So anyway, whatever it is you are doing, look at it, plug it in, create your framework and remember what you do is probably a piece of that framework, all the stuff around it is what makes you special. So it will make people drive past 30 other chiropractors to get to you. Or you know, fly past 14 other financial planners to fly to your city to work with you because you have a full framework, not just the one thing. It’s the reason people use Clickfunnels versus any of our competitors. Because we have a piece, but we have the whole framework around it that gives you the education, the training, the systems that make everything else possible. Anyway, that’s all I got for today. I hope you guys are having a great vacation, great summer. I’m going to head back and have lunch with my kids and then try to focus on being present as a father. And I appreciate you guys letting me have this little release because I need that. I need to think and create and produce and publish and put out so I can get back to being a normal human once again. So my entrepreneurial mind has been stimulated. Thank you for the conversation. I appreciate you all, have an amazing day and I’ll talk to you all again soon. Bye everybody.

I have the incredible honor of speaking at Carnegie Hall in September with MARTHA STEWART, MICHAEL E GERBER, DAN KENNEDY, HAL ELROD, and other beasts. I'm beyond humbled by this. Here's the full scoop...   Frankly, I just love being on stage speaking and teaching.   Some of the early stages I got to talk on were Russell's - I did a lot of fulfillment for the original Two Comma Club program.   Back in the day, we did something called the FHAT Event which lasted for 3 awesome, intense days.   We’d go from:   Day #1:  9:00am to 6:00pm   Day #2: 9:00am - 1:00am(ish) - it was a long day.   Day #3 :9:00am - 6:00pm   By the end of the event, everyone was just exhausted.   Russell did the first event because he was testing materials and seeing where we needed to change things…   Then after that, he largely handed it over to me, and he just came in for a few one or two-hour guest speeches.   WHAT I LOVE ABOUT ENTREPRENEUR EVENTS   I remember there was this one particular FHAT event…   On the second day, I took a break to grab some food and went to Russell's office to sit down. Russell was like, "How are you doing?"   I was like, "Wheeew….”  I was just bringing it down... and trying to relax for a second…   ... THAT was a  very aggressive fast-paced stage for me - I loved it.   Russell goes, "How's everyone doing out there?"   We’d always talk about how the audience was responding:   Were they getting it?   Did they understand?   Which principles had tripped them up?   Had we managed to bridge the gap for them?   We’d chat back and forth exploring all the scenarios, but this time, when Russell asked, "So how are you doing?"   I kinda paused for a second…   https://media.giphy.com/media/1qXJDYI8lTG8SVhUZW/giphy.gif   Russell noticed and asked, "What is it?"   He may not remember this, but I said, "Dude, I can see those who are getting it and those who aren't. They're not telling me. I can see it."   And he goes, "You're getting that already, huh?"   I was like, "That's a thing?"   Russell said, "Yeah, yeah, I can stand up at any moment and, I've been doing it so long, I can see those who are with me and who it's clicking for and those who it’s not -  so I'll stop and I'll cater to those people who aren’t getting it."   https://media.giphy.com/media/7YCVWDMbIWTBNuTD9c/giphy.gif   I was like, "Okay, that's what that is. I'm starting to see that.”   MY FAVORITE MOMENT…   My favorite moment on stage, (and this may sound a little cheesy), is the moment when I see in somebody's eyes that they suddenly realize, "Oh my gosh, my capacity is greater than I thought it was and it's actually always been there."   It's funny to watch as people…   Have personal breakthrough moments   Suddenly see the road map and things start to click.   They're like, "Oh, that dream I've been going for all along is actually possible now."   I don't know. I don't know how else to describe it besides that…   But it's a thrill for me because you can see it happen in peoples' eyes as they listen to you.   Those of you guys who educate, teach or get on stage, you know what I'm talking about.   There's that moment where you can look at them, be like, "Bam, right there... I just caused the epiphany." About 6 months ago, during the Two Comma Club Cruise, I’d just finished a big session,  when a guy walked up to me and goes, "You're a really dynamic speaker."   People have told me that before,  and I still don't know what that means... So I said,  “Cool! Thank you,"  but what he said next made my jaw hit the ground…   He looked me straight in the eyes and asked "Do you want to come  speak at Carnegie Hall?"    I was like, "Are you completely serious right now?"   He said, "100%. We're going to see if we can get all these huge names," and I was like, "All right. Cool. Just keep me in the loop."   Six months later,  it's happening - it's in the bag -  it's an event called Living Legends, which is extremely honoring.   So I'm going to share an interview that explains EVERYTHING to you…   BECOMING A CELEBRITY ENTREPRENEUR I have a very special guest…   His name is Clint Arthur.   Clint and I, have frankly only known each other personally for probably six months, but I am blown away and just completely floored with what he does, his skill set, and who he helps.   What he does, when you're in a certain place, is completely magical and I'm very, very honored to have him on here.   So Clint, thank you so much -  welcome to the show.   Clint:       BOOM!   Steve:       In the middle of Carnegie Hall. What?   Clint:       Yeah.   Steve:       It's a proxy BOOM! Oh man.   Clint:       That's a Carnegie Hall ‘BOOM!’ for you - that's what that is.   Steve:       You're warming it up for us - thank you so much.   Clint:       Yeah, baby. Yeah, baby. Well, it's a pleasure to be with you... I met you on the cruise, I think.   Steve:       Yeah.   Clint:       The 2CCX Cruise - that was an amazing experience…   Really, the best part of the whole 2CCX program was the cruise.   I really believe that's because it was a special event.   When you participate in special events, it's not only great for the sales funnel… it's great for sales funnels for a reason...   It really does deepen the experience of the customer/client/ the person you're trying to transform their life... it opens up possibilities for people to have MORE community.   So as a result of that, here we are -  so great to be with you.   Steve:       That's so awesome. We're really honored, honestly.   Now just because some of my audience may not know who you are, which is baffling... but could you tell everybody what is it that you do?   Clint:       I am a celebrity entrepreneur -  which means:   I'm the MOST famous guy that nobody's ever heard of.   I’ve created systems, formulas and scientific methodology for creating celebrity positioning in the eyes of your customers and prospects.   So part of that is,  I have done 107 television appearances.   You might have seen me on FOX Business Channel, CNN, Headline News, or The Today Show with Brooke Shields… When Brooke Shields said, "Clint, you can have all of these plans and want to scale Mount Everest, but how do you keep from falling off the track?”   I said, "You've got to invest in mentors."   I said it then, and I meant it… and I mean it even more now.   Investing in mentors has been part of the reason why I have gotten to where I am.   Part of what I've done to become a celebrity entrepreneur is to become  Dan Kennedy's Info Marketer Of The Year - that's a great honor for me.   It’s something that really opened things up for me in my career and deepened my relationship with Dan Kennedy as my mentor.   So those are some of the things I've done.   I've also written a bunch of best-selling books...   My new book is called Celebrity Entrepreneurship.   Some of my other best sellers include:   What They Teach You At The Wharton Business School - I’m a graduate of the Wharton Business Schools entrepreneurship program.   The Greatest Book Of All Time...   I wrote this other book called The Last Year Of Your Life  - where you live as if you're going to die at the end of the year…   I told one of my friends, I'm going to add in videos and audios, it's going to be the greatest book of all time with those attached as links in the Kindle book, and he goes, "Why don't you just call it The Greatest Book of All Time?"   So I did, and that became my first real big selling book…   I sold 26,000 copies of that book.   Steve:       Wow. That's awesome. That's incredible.   Clint:       And it has contributed to …( I don't even think you know this…) Starting June 8th, I will be the host of a NEW talk radio show on WABC Radio in New York City called The Greatest Show of All Time.   Steve:       Oh my gosh. That's amazing. Just pushing straight on in there. That's incredible.   Now, actually, it was Peng Joon I started talking to about what it is that you do, and everything…   He was talking about just how incredible your stuff is and how amazing it is.   Why is it important to eventually become a celebrity entrepreneur for your audience?   Clint:       Well, I say on the back of my book that entrepreneurs struggle because they think that people are buying their products and services, but really people are buying you.   Who you are is more important than what you actually do.   ...especially if you're selling a product or service that's similar or equivalent to others that are in the marketplace...   The only difference is you.   If you're a financial advisor/  a realtor/ a doctor, or selling any kind of widget, there's a similar widget to what you sell - the main difference is who you are.   HOW TO BE A SUCCESSFUL ENTREPRENEUR…   What I do as a celebrity entrepreneur is help my clients position themselves as celebrities in the eyes of their customers and prospects.. and that's really using marketing on your personal brand.   That's what *this* is all about.   … and that makes all the difference in the world because people are NOT buying your widgets; they're buying you.   Steve:       Absolutely. I just so appreciate you taking that angle on it too.   There are a few places I've spoken at... where it's only been about getting authority for authority's sake, but you're saying let's get it so it pushes the message and the product more…   … because that's what they're gonna be buying anyway.   I love that. I'm very, very thankful for that. It's awesome.   How did you get started doing this?   There are gonna be a lot of questions revolving around ...   This is not something that my audience is gonna be very familiar with.   Clint:       Hey, I started out as an entrepreneur selling butter.   Steve:       Really?   Clint:       Yeah, really. That's really where this all began.   I was selling portion controlled butter in Las Vegas to hotels and casinos.   So if you've ever eaten bread and butter at Bellagio in Las Vegas, thank you for helping to put my daughter through the University of Southern California…   For a long time, pretty much every piece of bread at Bellagio was buttered with Five Star Butter, which is my company.   What happened was a lot of these celebrity chefs starting coming in: Bobby Flay, Gordon Ramsay, Emeril... and I wanted to get the celebrity chefs, so I came up with this idea…   What if I could be a judge on Iron Chef America and make myself a celebrity butter expert, not just the guy selling butter?   I talked the producers of Iron Chef America into making me the judge of Battle Butter... (you can watch that episode on my website, fivestarbutter.com and see me judging Battle Butter).   That was the beginning of my celebrity positioning as an expert.   Now, I tell you what, it changes things when you become a celebrity expert in what you do, it really does.   THIS WILL BLOW YOUR MIND   I heard a statistic that:   The number one top celebrity in the marketplace gets 50% of all the revenues.   The number two celebrity in the marketplace gets the next 25% of the revenues.   Number three, through infinity, split the remaining 25%.   That's why, if you're not the number one top celebrity, you are surviving on crumbs while everybody who you admire is feasting on giant pieces of pie.   For example, Tony Robbins, Date With Destiny…   Date With Destiny alone represents 10% of the entire live event seminar industry in its revenue.   Steve:       Oh my gosh.   Clint:       If you do the math, which I have, you will see that just that one event is 10% of all live seminar tickets.   Steve:       Geeze. I had no idea.   Clint:       Because he's the number one guy ... And here's the funny part…   Go into any bank in America and ask the teller, "Do you know who Tony Robbins is?"   … they're going to say ``No,” because he's NOT a real celebrity - He's a celebrity entrepreneur.   The same thing goes for Grant Cardone, who everybody worships…   I will show you videos where I'm doing seminars with financial advisors and I'd say, "Anybody recognize this guy?"   Not one hand goes up.   Nobody knows who he is because they're NOT his customers or prospects... and yet two months ago, he filled up Marlin Stadium...   And most of the people watching this video know exactly what I'm talking about.   Steve:       OH, YEAH.   Clint:       When you're a celebrity entrepreneur, (which is something that I pioneered, systematized and scientifically analyzed how do you do it), you're a god to your customers and prospects…   ... but the rest of the world doesn't know who you are.   And that's what I help my clients to do.   Steve:       It seems extremely magical sitting on this side of the screen listening to that. That's impressive. That’s so, so amazing.   Now, what should somebody do if they're trying to get started as celebrity entrepreneur?   Clint:       Okay. Well, the important thing to understand is that there's no time that’s too soon.   The sooner you start building your positioning as a celebrity in the eyes of your customers and prospects, the better off you are... because the product you're selling is irrelevant.   A lot of people come to me and say, "I don't have a product yet. I don't have a book yet. I don't have this data or anything yet, " and I just say;   “But you have you. You're already you. And you're always going to be you so you might as well start building your personal brand."   Really, there are five ways to do it.   Television is the most powerful way.   I'm not saying you have to go on Good Morning America first - that's a mistake. Don't go on Good Morning America first, go on little tiny local TV shows first.   Then the second great way to do it is by becoming a speaker.   I wanted to meet you, Steve, because you're such a great speaker…   I don't know if you've always been, but I doubt you've always been…   I’ve personally found that speaking is an acquired skill.   You have to learn how to be a great speaker - so there's no time that's too soon to start learning that, is there?   So go out there and start learning how to speak and start speaking in important places - the second part of my formula is to become a VIP speaker speaking in very important places.   The third part is one of my favorite things, celebrity attachment.   That's taking photos with famous people, and anybody who goes to my website will see I'm in photos with all kinds of famous people from Brooke Shields to Caitlin Jenner  - Ringo Star to Mike Tyson - Hilary and Donald Trump. I don't care.   I'm an equal opportunity celebrity selfie slut.   The more famous they are, the more I like it. That's it.   Part four my formula for celebrity entrepreneurship is to be a best selling author.   I've already dropped some of my best selling book titles on you guys. The fifth part is to be an award winner -  Win Awards!   I told you right in the beginning, I was Dan Kennedy's ‘Info Marketer of The Year,’ and you, as an entrepreneur, need to figure out how you can win awards too.   Steve:       That's amazing...   TV   Speaker   Celebrity Attachment   Best Selling Author   Award Winner   Clint:       Ideally you want to win an Academy Award, but if you don't have an Academy Award, then you've got to win something else.   You won a Two Comma Club X award, you won a Two Comma Club award -  whatever you can get!   The better it is, the better it's going to be…   You put all those steps together and you’ve radically transformed your positioning in the eyes of your customers and prospects.   Ultimately you want to accomplish each of those things.   Steve:       That is insanely valuable. I hope everyone's enjoying that. I can't put it off anymore… Where are you standing... and why are we talking about it right now?   I can't even hold it back…   CARNEGIE HALLClint:       Right now I'm in the lobby at Carnegie Hall in New York City.   Steve:       Oh!   Clint:       Yeah! And the reason why I'm in the lobby of Carnegie Hall in New York City is that I just finished my meeting with the production manager, the stage manager, the person who did all the contracts for my first of its kind entrepreneurial conference at Carnegie Hall.   They've never had an event like this before…   “It's so unique, Clint. We've never had anything like this, Clint. We're so excited. We can't wait to sit in on and see some of the people that are going to be ... You're really going to have Martha Stewart at your conference?"   Yes. I'm really having Martha Stewart at this conference.   "You're really going to have Coco and Ice-T?"   Yes. Ice-T and Coco are really going to be there.   "You're really going to have Scorpion -  the guy who produced five seasons of the TV show Scorpion for CBS? My dad loves Scorpion."   Steve:       That's a good show.   Clint:       That's what the lady said.   I'm like, “Yeah, Scorpion himself. You're going to be able to pick the brain of the smartest man on earth. Imagine what you're going to find in there.”   Albert Einstein previously spoke at Carnegie Hall. His IQ was 160. Scorpion's IQ is 197.   Steve:       Holy Cow!   Clint:       ...and who else is going to be speaking there?   Dan Kennedy will be speaking at this conference.   Michael Gerber, the author of The E-Myth, number one New York Times best-selling book for years and years and years   ….he’s changed so many entrepreneurs' lives.   Michael will be doing multiple days of speaking at this event, including the hot seats on the stage.   Amazing. Who else?   Jerry from Ben and Jerry's ice cream, the founder.   So look at this…   You've got Martha Stewart who turned herself into a household name...   Then you've got a guy who turned cream and sugar into a household product. Right?   Steve:       Yeah.   Clint:       Who else is going to be here?   Oh, Hal Elrod, ‘Miracle Morning’. Are you familiar with that book?   Steve:       Very. Yep. Got that and the journal right here.   Clint:       Right? Self-publishing phenomenon. By the way, he's one of my students.   Steve:       Oh, cool.   Clint:       He couldn't afford to come to my Celebrity Launch Pad TV Publicity Transformation Event.   He registered, and then he calls me the next day and goes, "Clint, I'm really sorry. I talked it over with Ursula and we really just can't afford it."   I'm like, "Wrong. I'm going to make it possible for you to do it. We're going to come up with a payment plan and you are coming on Celebrity Launch Pad."   He booked himself on 13 shows   I have the video of him, and he's like, "Any time I'm being considered for a speaking gig, I send them my TV appearances for them to evaluate me because it separates me so much from everybody else who's trying to get those same speaking gigs."   Anyway, he's one of my students and he will be speaking there.   Who else is going to be speaking there?   Princess Marianne Parker, another one of my students.   She transformed herself from a Bulgarian peasant to the princess of etiquette.   She's going to tell you how etiquette saved her life and made her wealthy.   And who else is going to be speaking there?   This guy named Steve.    Steve:          I heard he had big eyes and he’s probably gonna yell a lot. He's gonna drop a few ‘BOOMS!’ in the Carnegie Hall.   Oh!   Clint:       This event is called The Living Legends of Entrepreneurial Marketing.   This man, Steve, built 500+ funnels for Russell Brunson and ClickFunnels. How freaking legendary is that? Unbelievable.   I'm really excited to have you join us on the main stage for two sessions of dropping booms all over Carnegie Hall.   I'm really excited to share you with my audience because you're such an amazing speaker man.   Dude, you are an amazing speaker. I love you and I'm excited to share you with all of my friends who are going to be coming to this event.   HERE COMES THE SCARCITY & URGENCY   There are only 600 tickets total for this event.   Steve:       Holy smokes.   Clint:      Super special. Super special event. Tickets are available and people should be getting their tickets as soon as they can.   Steve:       That's awesome. Hey, so what are the dates so people know?   Clint:       September 26th/ 27th/ 28th in New York City at Carnegie Hall. Yeah, the one, the only Carnegie Hall. That's right.   Steve:       The actual Carnegie Hall.   Clint:       Yeah, the actual one!   You know who's spoken in here besides Albert Einstein? This is the coolest.   In 1906, Mark Twain gave his last lecture at Carnegie Hall.   I've asked Dan Kennedy to come and give his last lecture.   I said, "Dan, if you were going to die and you knew you were going to die and your kid came to you and said, ‘Dad, what should I do to thrive as an entrepreneur?’ that's what I want you to share with the audience."   That's what Michael Gerber is going to share.   That's what Martha Stewart's going to share, Ice-T, Coco, Scorpion, everybody. You too.   What is the magic sauce to thrive as an entrepreneur?   I'm so excited to hear what everybody has to say.   Steve:       Yeah. I just, I can't even tell you how stoked I am.   When you asked ... I was trying to ... “Oh, yeah, no, I'll be there, Clint. Yeah. Let me check. Yeah, no, I can be there.”   Then I hung up and I just started yelling.   I'm so excited, man.   Thank you so much. Very excited for it.   And you guys, you can go to seestevelive.com and it will take you over to the tickets - so you guys can go get booked up. Only 600 tickets, guys. That is NOT many. Go get one - especially for all those names.   Clint:       There's not 600 left... I've already been selling tickets.   Steve:       Oh, really?   Clint:       A lot of the VIP and Elite Tickets are already taken.   There are different levels…   There's general admission -  if you just want to come and you're scraping it together to make it.   Step up and show up for this thing - it will change your life. Going to events really does change you.   Steve:       Yeah, it does.   Clint:       You told the story of going to your first Russell Brunson's ClickFunnels Live and how that changed your whole freaking life.   Steve:       Yeah, everything.   Clint:       Well, that's what's going to happen here. Where was that ClickFunnels live? Somewhere in Orlando?   Steve:       Yeah. San Diego, actually. Yeah. Yeah. It's far.   Clint:       San Diego. Dude...   This event is at Carnegie Hall with Martha Stewart, Dan Kennedy, Michael Gerber, you and Scorpion, the smartest man in the world.   You see, what people don't understand is that the venue changes the event.   You can have the same performers, one of them performing, one time performing here and the next time performing at some arena someplace.   You're going to get a much more intense performance at Carnegie Hall because the venue brings out the power from the performer.   The performers rise up to the venue.   You know who else has spoken in Carnegie Hall? Aside from Albert Einstein and Mark Twain, we had…   Franklin Delano Roosevelt   Elenor Roosevelt   Teddy Roosevelt   Martin Luther King   Ernest Hemingway   Groucho Marx   Andy Kaufman   Jerry Seinfeld   The Beatles   Frank Sinatra   Liza Minnelli   If you have been a living legend, you've performed at this venue.   ...and that's why I selected it. That's why I'm paying the big money to get it.   That's why I'm paying the big money to have all these incredible names come and share their last lectures with my audience to change entrepreneurs' lives and their vision of what's possible in the future.   Steve:       Man. I'm not going to stop press and record. This is so awesome. Holy smokes!   I'm so psyched about it.   So September 26th through 28th. Literally Carnegie Hall! Obviously, New York City. 600 people.   Go to seestevelive.com.  and it’ll take you right over there.   Anyways, Clint, thank you so much for being on here. I really appreciate you being on. I can't even explain what kind of an honor this is.   Clint:       I'm so excited to be doing this. I have a testimony on my website from Peng Joon, because he came and spoke at one of my events at NASDAQ, and he said:   "Clint specializes in creating experiences."   That's really what I do... and that's what I've created here:   The experience of this unique first time ever entrepreneurial conference in this venue is going to be historical, life-changing, and career changing, and you don't want to miss it   I'm looking forward to sharing it with you, all of your friends and your audience; September 26th, 27th, and 28th. Thanks, Steve.   Steve:       Oh, sir, thank you so much. Appreciate it. We will see you there.   BOOM!   SEE STEVE LIVE   So several years ago, I walked by a stage in a basketball stadium.   It was my college campus and I was deeply concerned with what I wanted to do in my life.   For some reason, I looked at the stage and thought, "Huh, one day I wanna be on stage. I wanna be an entrepreneur and I wanna buy and sell companies."    Well, while the last one hasn't happened ... yet, Muahaha... stage and entrepreneurship have.   And as my business has grown and my message has spread, a frequent question I'm asked is, "Steve, what stage will you be on next?"   Now I totally get that this feels, maybe, a little conceited here...   But considering my childhood fear of speaking up, being heard, extreme lack of self-confidence, and getting in front of people, back in my growing up days, I feel satisfied.   I thought I'd tell you where I'll be in the world coming up.   And funny enough, just literally go over to seestevelive.com, and it'll forward you to the next place.   I love stage and it's one of my biggest things to look forward to in my current role in my business.   From little 10 person masterminds all the way to gigantic 5000 person events - from free seats to paid events - events have always been one of the ways I can deliver the MOST value and get the greatest “AHA’s” in the shortest amount of time.   Just come say hi, and go over to seestevelive.com.

How to rewrite the story in the minds of your customers, your friends, your family, and maybe even your spouse. On today’s episode Russell talks about his ability to tell stories that trump other people’s and that’s how he’s been able to sell everything. Here are some of the amazing things you will hear in this episode: Find out why storytelling is so important to getting people to rewrite their own stories and believe your truth. Find out what the difference is between better story telling and one upping someone else’s story. And see why practicing better story telling in all aspects of your life will help you be a better story teller with your business. So listen here to find out how you can become a better story teller, to trump your customer’s story. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. I am so excited to have you guys here today. Today I want to talk about stories and how your story is to trump your customer’s story. Alright everybody, I am working on a project, a top secret product. Well it’s not that secret, I tell everybody everything on Instagram and Facebook and social and podcasts. But other than that, it’s completely secret. But we are doing an event this summer for families and I’m really excited for it. It’s anyone in our Two Comma Club X coaching program, they get to bring their kids and themselves to an event that I’m doing called unlock the secrets, it’s going to be a three day event. So I’ve been working on it, at the same time as working on my Traffic Secrets book, at the same time I’m trying to run Clickfunnels. There’s so much stuff. Plus summer started like three days ago so I’m trying to keep my kids at home and trying to keep them engaged and not bored. It’s a lot, it’s like I’m juggling a million things. The kids come to the office every five minutes like, “Dad, we want more snacks, more treats.” And then they want to go play, and it’s a lot. It’s a lot. Anyway, for all you guys that don’t have kids yet, it adds like a whole other dimension that is insane. But anyway, I digress. So I am working on the unlocking secrets event and it’s really fun because I have to make this event engaging enough for kids to be engaged, but stimulating enough for adults to be stimulated. So it’s kind of this weird, fun, exciting balance. Hopefully I don’t screw it up. And if I do, there’ll be 1500 people there to watch me crash and burn. But if I do a good job it will be my, what do they call that, my Holland’s opus, your Mr. Opus, I don’t know what it’s called, your thing. So my goal is to do this event once a year, so hopefully it turns out good this first time around. So I’m really excited for it. But anyway, that’s what I’m working on. And one of the activities and exercises I’m working on is as I go into storytelling, because obviously lots of times I go deep and I talk about story and webinar and your origin story and your vehicle of false internal beliefs, external beliefs, all the stories and all sorts of stuff. And if you boil it down to selling 101, it all comes down to figuring out what is your customer’s false belief? What’s the story they’re currently telling themselves? And then you have to figure out a story that trumps theirs. And if your story is better than theirs, it will rewrite their story and your truth will become their truth, and then they’ll follow you to the end of the world. And this is true to anything, if you want to convince them to come to a movie and they’re like, ‘I don’t know if I want to see that movie.” Then you tell them a story about, “This is why.” And if your story is better than theirs, they’ll be like, “Alright cool. That does sound good. Let’s go to the movie.” Or let’s say, you’re going out to eat, and they want to go somewhere and you want to go somewhere. And they want to go to their place and they have a story in their head about why they want to go there, or why they don’t want to go to where you want to go.  So then you have to tell a story that trumps their story. If your story trumps theirs, they will rewrite their story and they’ll come with you. So that’s the whole game. It’s funny because I was listening to Myron Golden speak at one of the Two comma club x coaching events and he was talking about selling versus persuading. He’s like, “Selling is when..” I’m going to totally mess up his analogy, but selling is where you’re trying to get somebody to do something for your reasons, where persuading is getting them to do something for their reasons. So the core foundational principle of persuasion is story telling. How do I tell a story that gets them to change their story? And that’s kind of the game. It was interesting, as I think I told you guys a while ago, I was at this mastermind in Puerto Rico with a whole bunch of guys. And one of the guys who was there runs arguably one of the biggest health companies that nobody’s ever heard of. I don’t know his exact sales, but my understanding and my guestimates are it’s more than half a billion dollars a year. And the guy who owns the company is one of the best copywriters ever and it was interesting because as he was talking about his company he said, “You know what we do as a company is there’s a story that people believe, and it was either the government gave them this story, or the school system or whatever gave them this story to believe. Our job is to come in to rewrite their story. So we have a book or a product that is different, it’s different core fundamentals than what society as a whole believes. So our goal is to become the best story tellers in the world. So we tell a story that trumps their story, so in their mind it actually rewrites the story to be, where your story becomes their story.” Does that make sense? So anyway, I’m sharing this because the activity I’m going to do with the kids is going to be really, really fun, and I’m not sure exactly how it’s going to work, but basically it’s going to be like, okay you get a partner, and your partner wants to go see this movie. You have to tell them a story about why they should come see your movie instead, what’s the reason? And you have to tell a good story. Why do you want to see this story? So it comes downs to this art of telling a better story.  And then we’re going to do an activity where it’s like, your friend wants to go to McDonalds, you want to go to Burger King, why? Tell them a story why it would be better for them to go with you. And not every time are you going to be able to convince somebody. If we could I would have 100% closure to my webinars, which would be insane, I would be a multi-trillionaire because I would just tell stories to convince everybody all the time. But you know, if you get 3, 5%, 10% of the people who hear their story to shift their story, that’s when you build a multi-million dollar a year business. So we have to become better at telling stories. So what I want to give to you guys for today, for this podcast is start thinking through this. Just start thinking in your everyday situations. Look at your spouse or your kids or your coworkers, or your friends or something. Start looking at the opportunities where they want to do something and it’s different from what you want to do. And then this is the time for you to start flexing that muscle, start building it out, start working it out. Say okay, “They want to go see this movie, I want to go see this movie.” Or date night. My wife wants to go here, I want to go here. So how do I tell the story about what I want to do? And let me try to tell it in a way that inspires and motivates and persuades her or him or whatever to change their beliefs and to follow you. And the more you practice that, the better for you. So that’s kind of my goal for you guys to start looking at that. What’s the story someone’s telling themselves and how can you come in and trump it. And I’m not talking about one upping their story. You guys all know those people, the one uppers, where you tell a story and you’re like, “This one time I went and swam 30 miles and I did it in an hour and a half and it was really, really cool. I’m really proud of myself.” And they’re like, “I swam 35 and I did it in 40 minutes.” You’re like, “Alright. You’re a jerk.” That’s a one upper right, and that’s not what I’m talking about. I’m not talking about a one upper. I’m talking about them saying, “Hey, today I would really love to just stay in and watch TV because I’m tired and I don’t really want to go out.” And you in your mind are like, “I really want to go out. I have this plan.” So it’s coming back and saying, “Cool, we can do that, or I was envisioning, I think it would be super, super cool. Imagine this, we get a sitter for the kids, we call so and so, she comes over and she’s going to watch the kids and we can leave. And I thought it might be fun to dress up a little bit, because normally we don’t. So kind of dress up and then when we go to the, we’ll have a chance to drive downtown. And just visualize driving downtown and seeing all the lights, and seeing all the things, see all the people. And I’d love to get restaurants, get a thing here…” you describing that, explaining how amazing it is. “And after that we’d go to see a show. There’s the dueling pianos downtown, we could go listen to them for a while. And then I think it’d be fun to go on a late night walk and just look at the moon and the stars. It’d be super awesome. So that’s what I kind of visualized. Or we could stay home. What would you rather do?” And if you tell the story right, they’re in the middle of this thing and they’re envisioning like, “Oh my gosh, that would be cool. And the pianos would be super fun. And the kids would be taken care of from the babysitter. That could be romantic.” And that story alone would give them the motivation and the energy to be like, “Yeah, you know what, let’s not just stay home and do nothing. That does sound amazing.” And all the sudden, boom, it rewrote their story and now I persuaded them to do what they really wanted to do anyway. So there is the game my friends. Story trumping. I was trying to think of the right title for this podcast and story trumping sounds cool, but then there’s going to be something, someone’s going to get Donald Trump and someone’s going to get mad at me. “Ugh, you talked about Trump.” I’m like, no, I’m trying to trump, I’m trying to one up, but I don’t want to be a one upper either. That’s…there you go. There’s my dilemma for what to name this one. Anyway, I hope that helps you guys. Start practicing that in your everyday lives. Start looking at the stories that your friends, your family members, your customers are telling yourself, and then start building that muscle. Start practicing just telling better stories. And again, you’re not going to win every single time, but the more you practice, the better you’ll become and the better you’ll become at persuading people. Because persuasion in my mind is all about understanding the story they’re telling themselves, and telling the new story that’s more exciting, it’s better and gets them to rewrite their story and believe your truth. That’s all it is. That’s how I built Clickfunnels, that’s how I sold everything. That’s how I sold ketones, that’s how we sold, basically everything in my life is all about that, it’s me really becoming clear, what’s the story their telling them, what’s the story I have in my life or that I can look at and research and find, that’s going to trump their story? And I’m going to tell it in a way that inspires them and makes them be like, “Oh my gosh, you’re right. That does sound way better. I’m in. Let’s go.” So that’s the homework assignment for you guys today. That’s all I got. I’m going to go in. I got a fun day of writing and working and all sorts of stuff today. So I’m going to go get it done, then I’m going to go play with my kids tonight. So with that said, thanks you guys and we’ll talk to you all soon. Bye.