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The Marketing Secrets Show

Updated 12 days ago

Rank #31 in Entrepreneurship category

Business
Marketing
Entrepreneurship
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Welcome to the Marketing Secrets podcast!This show is for entrepreneurs and business owners who want to learn how to market in a way that lets us get our message, our products, and our services, out to the world… and yet still remain profitable.  Learn from Russell Brunson, the world-famous internet marketer and a co-founder of the largest funnel creation software ClickFunnels. Inside each episode, Russell shares his biggest “a-ha moments” and marketing secrets with complete transparency. From tough lessons learned, to mindset, to pure marketing strategy, Russell pulls you into his world and shares his personal journey and secrets to growing a business from $0 to $100,000,000 in just 3 years, with NO outside capital!

Read more

Welcome to the Marketing Secrets podcast!This show is for entrepreneurs and business owners who want to learn how to market in a way that lets us get our message, our products, and our services, out to the world… and yet still remain profitable.  Learn from Russell Brunson, the world-famous internet marketer and a co-founder of the largest funnel creation software ClickFunnels. Inside each episode, Russell shares his biggest “a-ha moments” and marketing secrets with complete transparency. From tough lessons learned, to mindset, to pure marketing strategy, Russell pulls you into his world and shares his personal journey and secrets to growing a business from $0 to $100,000,000 in just 3 years, with NO outside capital!

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473 Ratings
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Marketing secrets

By JJuneSimmons - Apr 01 2020
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Thank you Russell you are Amazing..

Love Russell!

By MarketPlaceWomen - Nov 08 2019
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All the years of watching Russell He’s always real!

iTunes Ratings

473 Ratings
Average Ratings
437
12
7
5
12

Marketing secrets

By JJuneSimmons - Apr 01 2020
Read more
Thank you Russell you are Amazing..

Love Russell!

By MarketPlaceWomen - Nov 08 2019
Read more
All the years of watching Russell He’s always real!

Best weekly hand curated episodes for learning

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The Marketing Secrets Show

Latest release on Jan 18, 2021

Best weekly hand curated episodes for learning

The Best Episodes Ranked Using User Listens

Updated by OwlTail 12 days ago

Rank #1: The #1 Secret To How Rachel Hollis Sold 4+ Million Copies Of Her Book

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I recorded this podcast after getting off a call with Rachel and I asked her my #1 question…

On this episode Russell talks about a call he had with Rachel Hollis and asking her how she sold 4.3 million copies of her book without paid ads. Here are some other awesome things to look for in today’s episode:

  • Find out the difference between a war time and peace time general.
  • Find out how Dean Graziosi changed his ads and products to go better with the world we’re experiencing now.
  • And find out Rachel Hollis’ strategy for selling so many books.

So listen here to find out the answers to those questions and how you can take advantage of the times we’re living.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets podcast. I’m excited to talk to you guys today, I hope you’re excited to hear from me today. If not, just skip to the next episode. But anyway, I’m going to be talking today about a question I just asked Rachel Hollis. I asked her how in the world have you sold, I said a million copies of her book, but she told me it was 4.3 million or something crazy like that. So if you want to hear the answer of how she did it, you’re going to find out in this episode of the Marketing Secrets podcast.

Alright everybody, I hope you guys are surviving quarantine. I didn’t shave today, so I’ve got a little bit of a beard growing out. I was doing Facebook lives every day for like 3 ½ weeks, and then I just stopped. I’ve been getting back into work and working through a whole bunch of stuff. Anyway, it’s been fun. This week’s been really cool for me.

I did a juice fast, I’ve not eaten in 5 days, but on top of that, I’ve been focusing on re-doing all of our stuff and shifting our whole company around. In fact, this is kind of interesting, I was talking to, I had a call with Rachel Hollis and we were talking about a bunch of stuff, in fact, I’m going ot share something from that call here in a minute. But one of the things she talked about, she’s like, “Have you read the book The Hard Thing About Hard Things?” I said, “Yeah, I’ve read the Hard Thing About Hard Things, come on now. That’s a good book.

Anyway, she said one of things, and I totally forgot about this, she said one of the things that the author talked about in there was that there’s a difference between a peace time general and war time general. And then she started talking about some of the stuff she was doing, I was like, “We literally did the same thing.” And it was interesting, I was like, “Oh my gosh.” we’re accepting this new time, this new area for us to be leaders for our teams and for our people and for our families. It’s like there’s differences in a peace time general and a war time general.

So if you understand that, the war time general is not like, “Okay, let’s have committees and discuss.” No, it’s like “this is what has to happen and we’re doing. You’re going to listen and we’re going to go.” Anyway, it was kind of interesting, so it made me feel validated in some of the stuff I’m doing and some of the things that I’m moving. I’m moving a lot of cheese around in the company right now. In fact, I don’t know if you read the book Who Moved My Cheese, but someone said, “Here at Clickfunnels, its cheese wheels.” So they’re just rolling all the time, so it’s always constantly moving.

But we made some big shifts and some big changes. So it was kind of cool the war time generals versus peace time generals. But anyway, I digress, I was talking to Rachel, super honored, I sent her and her husband a copy of the Secrets Trilogy box set and they actually started reading it during quarantine. She read the Dotcom Secrets and Expert, she’s in Traffic Secrets right now. So anyway, so we jumped on a call and kind of brainstormed and she asked me a couple of questions and I asked her a couple of questions. And the number one question I asked is, “how in the world did you sell a million copies of your book without any paid ads?”

And she kind of laughed and she said, “It’s actually 4.3 million so far.” That’s just one of the books, she’s got two books. And I was kind of just joking because I was like, I don’t think I could replicate what she did, it’s insane. But then she came back and she said something really cool and I was just like, “Oh my gosh.” It was really cool.

She said, “Over the decade before I wrote the book, I was listening to my audience and I knew the questions they kept asking me over and over and over again. So I wrote the book answering those questions.” She’s like, “There are 20 questions I got the most, so I had 20 chapters and each chapter is addressing a question with my story about how I figured it out and how I got through it and all that kind of stuff.”

I was like, “That’s pretty cool.” And she’s like, “Right now though, I just finished my 3rd book and it’s supposed to go live, but I told my publisher to stop, I’m going to do this thing called crashing the…” I can’t remember what she called it. Crashing the pressing or something. She’s like, “You know what that is?” I’m like, “No.” She’s like, “It’s where, you know when a celebrity dies and you know 3 weeks later a book comes out on their life, that’s what crashing the….” Anyway, whatever it’s called where it basically comes out real quick, they write a book very timely and then launch it as quick as possible to kind of piggy back off of current events.

And she said right now, she’s like, “What my audience needs is not my third book I wrote. They need this other book that I haven’t written yet.” So she’s like, “I’m writing a book, I’ve got a month to write this entire book, we’re going to crash the presses and it’s going to be coming out while we’re all in quarantine.” And she talked about how it was just like, it was interesting because she was like, “I know that my women are not thinking about what the topic of book number three was. They’re talking about this. So if I gave them book number three, they wouldn’t pay attention, it wouldn’t sell that well, it’s not what’s top of their mind. This is what’s top of their mind.”

And I was thinking about that, and I remember I was talking to Dean Graziosi, we do a, me and Dean do a call every week to just kind of brain dump. And I show him all the cool stuff we’re doing, he shows us the cool stuff he’s doing. And one of the biggest things, all his ads are working the best right now literally are starting talking about the economy. Grab people where they’re at, “I know you’re freaking out about the economy. I know you’re stressed out, but…” and then it wraps into whatever the thing is. So his ads are doing the best.

He also went back to his auto webinars selling Mind Mint, or selling excuse me, The KBB Mastermind.com thing. And it’s interesting because they do this whole, the actual webinar, it was him and Tony and me and Jenna and stuff. But then the webinar starts and as soon as Tony and Dean introduce themselves, it stops like, errr, it pulls out and Dean’s like, ‘Hey, really quick before I get into this, this was recorded on this date, we’re coming back right now, ever since we recorded this everything shifted and changed and things are chaos in the economy.” So he bridges that gap, meets them where they’re at, and then drives back into the webinar afterwards. And that dramatically increased their conversion rate.

So it’s just interesting. So my question for you is like, looking through that lens, again as like, and this is not just for quarantine times, but for any times, what is the thing that is number one concern or fear on my audiences mind right now? And then how do you enter the conversation that’s already happening inside their mind, and then you tie it back to your product, or make a product around that.

Anyway, I know we know these things, and I think about them, but I think a lot of times I think about how you capitalize on the moment, it’s not that. It’s more entering the conversation inside someone’s mind. You know if, it’s crazy because that’s what Rachel attributes selling 4 and a half million copies of her book to. She literally was the number one, there’s only one author, Michelle Obama is the only person that outsold her last year on the New York Times list, which is crazy.

But it all came back to that, it came back to really getting deep inside their mind and knowing exactly what they’re looking for. So anyway, I’m curious for you guys, do you know what your customers are freaking out about? And do you know how to communicate that and grab their attention because of that and then transform that into a way that your product gets them out of that pain, or moves them towards the pleasure they’re looking for.

Anyway, that was my big insight, a couple of insights from there. Hopefully you get out a couple things. Number one. the difference between a peace time general and a war time general. If you want to go deeper in that, go read the hard thing about hard things, by Ben Horrowitz, I think is his name. So that’s number one.

Number two is if you want a bestseller or a bestselling ad campaign or high converting webinar it’s entering the conversation that’s happening right now, addressing it, and then showing how your product, your service, your thing either moves that person closer towards pleasure, or more away from pain. Anyway, fascinating day.

Anyway, it’s Friday, I’m going to finish my juice fast today. And then tomorrow I get to eat some food, what? It’s been 5 days. I am down 7 pounds this morning though, so I feel good. I was up 8 to start, so hopefully by tomorrow I’ll be back to scratch where I’m back to my fighting weight before the quarantine 19 or whatever hit. Anyway I appreciate you guys all, I hope you enjoyed this episode. If you learned anything cool, please take a snapshot of it and tag me on Facebook or Instagram, share it with your friends, family or other people. And with that said, I appreciate you all, thanks so much and I’ll talk to you all soon.

Apr 27 2020

8mins

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Rank #2: RUSSELL'S RANT: How Can This Work For My Business

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If you think that this stuff doesn’t work for eCommerce, network marketing, local businesses, non profits, and your business… think again. Let me show you how this process works for all businesses.

On today’s episode Russell talks about why and how you can use Expert Secrets to 10x or 100x ANY business. Here’s some of the awesomeness you will hear in this episode:

  • Why you need to stop thinking, “This won’t work for my business.” and start thinking, “How can I make this work for my business?” instead.
  • Hear Russell come up with some offers on the fly on something as ordinary as a coffee mug.
  • And find out why it took Russell launching Clickfunnels six times before it finally blew up.

So listen here to find out why you can use Expert Secrets to grow and scale any business.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to Marketing Secrets podcast. Today I’m going to go on a rant that’s going to show you, doesn’t matter if you’re selling physical products, network marketing products, local services, whatever it is you’re selling, this process, the Expert Secrets process we’ve been talking about is the same. If you enjoy this episode please go to iTunes and rate and review us. With that said, let’s jump into the podcast.

What’s up everybody? This is Russell again, and I have a little bit of a rant and I hope you guys are okay with that, because it’s something that I keep trying to get people to understand, and they keep not understanding. So no offense to anybody, because I probably said in a lot of places and maybe you didn’t hear it. So I’m telling you guys right now, right here so you will hear it and you will understand.

The question I keep getting from people, in fact a guy asked this question last night in our new Two Comma Club X coaching program, and I responded to it and then today I was thinking about it and today I’m like, I need to talk about this because I want to put this to rest once and for all. So in the future, if any of you guys hear anybody who is in ecommerce talk about this, please tag them, post to them this link, this video, this podcast it’s going to be all over the place. Let them know because this is the key they need to understand.

A lot of people come into my world, the funnel world and they’re like, “Well, I’m selling stuff on Amazon or Shopify, I’m selling physical products.” So I was grabbing some examples of physical products. Maybe you’re selling supplements, or you’re selling jars, or you’re selling, buttons, or markers, whatever it is you’re selling and you’re going through this stuff and you’re like, “Funnels are really, really cool Russell, how’s it going to work?” and then I tell you, “Go read this book Expert Secrets. Go read the book Dotcom Secrets and the first thing is like, “Well there’s no face in my company so this stuff doesn’t work for me.”

And I always just want to cringe. For anybody who though Expert Secrets was only about selling information products, you missed the whole point of the book. Please stop, go find your copy of the book, start at the very beginning, and this time look at it from a lens of whatever it is that you’re selling. If you’re selling physical products, info products, supplements, network marketing, whatever it is you’re selling, this book is the blue print for that.

And if you’re saying, “This doesn’t work for me because in my business I don’t do this.” Instead start thinking, “Should I do this in my business? How could I use this in my business.” That should be the thing going through your mind, how could I use this in my business. Not I can’t use this for my business.

People always tell me, “Russell, my business is different.” No, it’s not different. You’re just not doing it right. Start thinking, “How do I actually implement this into my business.” For example, a lot of people are like, “Russell this works for you because you have a software company.” Every other software company that I’m competing against does not do this. If you would have the people, if I would have released this four years ago and told people to read this, they’d be like, “This doesn’t work for SAAS and I’m not selling information products.”

It’s like, no, you’re not seeing me actually do this to sell SAAS, to sell software as a service. It works for that, it works for supplements, it works for everything. So I want to kind of walk you guys through just a really quick 2 minute breakdown of how this concept works with physical products. But again, this works for anything. Plug in non-profit, we’ve got two or three people now who have hit the Two Comma Club selling non-profits, using all these same principles. We’ve got tons, probably 100 plus who are selling physical products who are doing it. Internet marketing, network marketing, it works for all of them. It works for software, it works for whatever it is you’re selling. It doesn’t matter, it’s agnostic about what it is you’re selling, the principles work the same in all of them.

So again, the comment yesterday I saw was, “Russell, there’s no face to my company so this isn’t going to work.” My first thing would be, you need to have a face to your company. There’s a reason why there’s a face to Clickfunnels, because people can connect with a human being. If there’s not a face, not a person you become a commodity and the people are going to go off price, off of what feature, this feature versus this feature.

If you have a face, a personality, people will bond with you and they will follow you to the end of the world. I promise you that. If you were at the last Funnel Hacking Live, you may have missed it. You’ve seen it happen. I’m practicing what I preach every single day.

That’s number one. Number two, this whole book is about how to create offers. Figuring out what market you’re in and actually creating an actual offer. In fact, for those of you guys who wonder, if you’ve read my little bio it’s says, “Russell did this, this and this and one of the top super affiliates in the world.” This same concept is how I became a great affiliate.

So I’m going to do this, I’m going to go through some examples. I’m going to pull up my chair. Hopefully this will come out and make sense. So let’s say you’re selling physical products. Let’s say for example, Organify. This is my buddy Drew’s supplement. It is a very good supplement I take every single day. There’s a picture of Drew on the back, for those who are watching the video. Drew’s funnel, and I love this guys, the funnel is not the best funnel in the world. The copywriting is not that good, the sales letter is not that good, but what do they have?

They’ve got personality, a brand, a person, a human that people trust, they like, they know and they follow him through this movement, which is why they’ve done so well with Organify. Now if I were to go sell Organify as an affiliate, first thing I look at, they’re selling a product here. If you listen to me or Steven rant about this, a product, Steven at the last FHAT event had everyone stand up and raise their hand and say, “I will not sell a product again.” And had everyone chanting that with him.

A product is not how you win this game. How you win this game is by creating an actual offer. So the way I became a really good affiliate for people, is I would go and find someone who is selling a product, they’d be selling this and doing well. And I’d say, okay how do I make this an offer. So I’d say okay, here on my whiteboard. Here is Ogranify, let’s say this is number one. Organify they’re selling and if I want to be a good affiliate I’m going to take this product and I’m going to create an offer around it.

I’d be like, “If I want to sell this to become their number one affiliate,” which I could very easily and all you guys could do this. You could pick any product and do it. Say “okay, someone who is buying this, what else do they need to be successful?  Oh they have Organify, what if they need to know how to eat or drink for that?” So I’m going to make a book or a video course teaching the 30 day juice reset. Boom that becomes part of the offer.

Now they got green drink, they got a juice reset diet, what else do they need? Maybe when they’re juicing they’re trying to sleep better at night. So maybe this is the sleeping system, the greens sleeping system. Or maybe it’s like, they want some more recipes. So it could be like 20 ways to put green drinks to make something. So I would go and try make a whole bunch of recipes and ways to turn these green drinks into really healthy foods and I don’t know, whatever you do.

But I’d create a whole bunch of things, put a bunch of things together and make an offer, with a total value of blank. Then I’d go back to all the people buying Organify, “Hey you can buy Organify and get it for 100 bucks, or you can get the same offer but I’m going to give Organify plus this, plus this, plus this….” and I make an actual offer. I’m going to go out there and destroy every other affiliate including them selling their own product.

There have been affiliates, times I’ve gone and promoted somebody’s product and actually sold more of the product than the actual product owner. I do that by turning their product into an offer and make it irresistible. So there’s an idea for supplements. If I’m going to be selling a supplement I’m going to go out there and create an actual offer, not just the supplements. The supplements is just one piece of the offer, what are the other tools and systems they need to make an amazing irresistible offer that’s going to make them whatever it is, the result you’re promising.

So for ecom people, so let’s just say you’re an ecommerce person and you’re selling this little coffee mug thing. I tried to find something random in the office here today. So this is a nice little coffee mug, it’s awesome. I’m selling it on Amazon and you’re like, “Russell, I don’t know how this Expert Secrets stuff works for me. We’re just selling little coffee cups, there’s nothing to this.” I’d say, in fact, those of you guys who are members of Funnel University I did Bulletproof Supplement Funnel and I did Onnit Supplement Funnel, both of them are not very good funnels. Both have built 10-30 million dollar a year supplement brands because they followed the steps in this process, the Expert Secrets stuff.

So if I’m selling this on Amazon to make some money and I’m scared that Amazon is going to crush me, or I’m going to get booted off, or I just want to diversify or I want to sell this for what it’s actually worth. I would take this product and turn it into an offer, that’d be step number one. So this is something that keeps coffee warm, I’m assuming, so how to make this offer.

So going back to Expert Secrets, which market is this in? Health, wealth or relationships, it’s probably in health, because people who drink coffee a lot of times do it for health reasons. So it’s in health, inside of health what is this? What’s my submarket, the submarket are people who are drinking coffee to become healthy. So you got health, you got coffee for health is the submarket. Then what’s my niche I’m going to create?

I’m going to create a niche that, let’s just say Dave Asprey with Bulletproof, he’s putting butter in Coffee, so let’s say I’m going to go on that tangent. So his whole market is like teaching people that and telling people to go buy butter and put it in. So my sub niche could be like, “I’m going to give you guys the kit that you need to be able to make Bulletproof coffee on the go.” Maybe that’s my sub market I’m going to create.

So I take this, this is the physical product. Now if I want to compete in a funnel, I need to make this an offer. So I’d say, “Okay, the first thing you’re going to get right now, is you’re going to get the physical cup, which is really, really cool.” The problem with that’s all that this is, there’s probably 500 other people selling this on Amazon. It’s because they’re all selling the exact same thing, what happens? It’s a race to the bottom. Everyone’s getting cheaper, cheaper, cheaper, cheaper, because whoever wins is the person who’s got the cheapest product on Amazon.

So I don’t want to be constrained by price. If I’m constrained by price I’m going to lose this game every single day. So what I’m going to do instead is take this out of a price constraint where people are going to be judging me based on somebody else, I’m going to turn this into a special offer where I’m the only person on earth who can actually sell this because it’s my special offer.

So number one would be this cup, this really cool cup. Number two, what would it be? What else could I put in this offer? Well maybe I sell coffee, or maybe it’s hot chocolate, or maybe it’s cacao, maybe it’s something that can actually go in there. That’d be the second part. “You get this, plus you’re going to get this stuff you can actually make, it’s really, really good.” Number three, I’m looking at my office to see what else I could plug into this offer.

Number three, let’s say there’s a really cool weight loss plan that I want to make with this. “Let me show you guys how to have more energy in the morning and have more focus. So number one you’re going to get the coffee cup, number two you’re going to get the actual coffee, number three you’re going to get my secret eating plan to actually boost my mental performance as an entrepreneur. Number four….” And I’m going to add the next thing, and I go through and create an amazing offer.

Now I can go and even though people are selling these on Amazon for like, you know I don’t know how much this costs, $10 let’s say, I can now go and because I bundled together a bunch of things, this is now worth $30-40  because it’s an actual offer now. People can go on Amazon and it’s ¼ the price over there, but it’s actually worth 4 times more because we turned it into an offer. We bundled a whole bunch of things together and now it’s something that is different, that people can’t price, go with price because I’m the only person that actually has this special offer.

Now to take it to the next level, it’s not just creating an offer, it’s creating a brand, a person, a movement behind this. Dave Asprey did it so good with Bulletproof, where his whole, he had a story now of him, he was overweight, he lost a bunch of weight, he was hiking, I can’t remember the whole story, hiking in the Himalayan mountains and these guys gave him some yak butter tea, he drank the yak butter tea, he felt good, his brain was lit on fire and he realized he could put butter in his coffee and Dave started this movement where people were putting butter in their coffee, it’s this weird thing he did.

Same thing, I’d be like, here’s my product, here’s my offer I created to go with it, what’s the movement? What are people tapping into besides just that? Who am I? What’s my story? I need to share the story. Why’d I create this? What was the reason? What was the purpose? If you look at Drew, Drew had a whole story about why he created Organify, what was the reason, what was the story behind it?

So for you guys, if you want to transition from selling physical products, or a network marketing product, or ecommerce, or if you’re an affiliate selling other people’s products, it doesn’t matter what it is. The system and the process is the same. It’s taking that thing and turning it from a commodity into an offer. Putting together a bunch of things that are unique to you.

Interviewing people, I could go interview Dave Asprey, I could go interview someone who is an expert in whatever and put that in part of the offer, make this thing amazing and increase the value of it. Then I can go and tell my story. Why did I create this, what was the reason, the purpose behind it? People will buy into that story line and then from there it creates a movement. Now I got a whole bunch of people buying this and my offer and they know my story, know who I am, then guess what happens?

In a month from now, six months from now, a year from now when I decide this is really good, now I want to create my next product, now you have the following in place. Now you have the people in place, now they actually care because they’re connected to you and your story and your mission and movement.

So I want you guys to understand, so many times people come to me and they’re like, “This doesn’t relate to me because I’m selling a different product. I’m selling a physical product.” Or “I’m a network marketing company that’s separate from this.” No, it doesn’t matter what you’re selling.

The reason I’ve been successful at selling anything I’ve ever sold, and I’ve done all of them, physical products, supplements, information, network marketing, physical brick and mortar retail locations, I’ve got chiropractic units, I’ve got dentist units…it doesn’t matter what you’re selling the process, the system is the same.

Number one, create an irresistible offer. Selling these markers I would try to create an irresistible offer with these markers. You’re picking your market that you’re targeting to. I wouldn’t just sell these markers to everybody who wants a marker, because I’m going to be competing with everybody else in the world with price. So in fact, if you look at, I just got these in the mail today, from JLD. How many journals are there out there in the world? A billion, 2 billion, 10 billion?

So what he did is he figured out what’s the submarket, and sub niche that I want to create? So he made these journals, one is a mastery journal, and one’s a freedom journal, these literally came in the mail today. If I was to go and compete against price on journals, you can get a journal for 99 cents. You could get lots of them super, super cheap.

So what he did instead, what he did, he took this journal, picked a submarket, and then he spoke and created something specific to them, then he made a really good offer behind it, and if I was an affiliate I would make this offer even better. I would go interview 5 different people who understand mastery at different levels. I would interview someone on mastery of physical fitness, weight loss, business, entrepreneurship, athletics. I’d interview 5 or 6 people who have mastered something in their life and make this an actual offer. “You get the mastery journal plus you get an interview with so and so who is the number one guy at whatever. Plus you’ll get an interview with so and so…”

I’d create a really good offer, his offer is good, but if I wanted to be an affiliate for that, I’d make an even better offer. Now I’ve got those kind of things, I’d say, “Okay, I’m going to create a movement of people who are all going to go through this with me together. We all want to master this stuff together. We all want to drink green drinks together. We all want to drink bulletproof coffee together. We all want to use markers to sketch out our funnels.” Whatever it is, I’m making this group of people and creating a movement of all of us together that want to do something and I’m going to become the leader of that movement.

I’m going to put my flag in the ground and say, “Look, this is my movement, I am the leader, come follow me.” They’re going to come follow me, and then all these Expert Secrets principles start working. Now I got a movement to follow me. What’s our future based movement? What’s our cause? What’s the new opportunity that I’m trying to provide for these people?

I’m going to figure those things out, put them together and build this following of people and what’s happening is they’re all buying my physical products, they’re all buying my network marketing opportunity, they’re all buying my local chiropractic care, they’re all buying my teeth cleaning system. It doesn’t matter, whatever it is the process is the same. I’m building this community of people who love me and trust me and know who I am, they’re all part of this movement and now when my second product line comes out, I can sell exactly what these guys want and now, boom this where you start growing very, very rapidly your company.

That’s what I always tell people, take any physical product brand, wrap the Expert Secrets model around it, and you will 100x your company overnight. It’s like giving it a shot of adrenaline. I want you guys to all understand that. No matter what business you are in. I know a lot of you guys are in a lot of different types of businesses.

So instead, as you’re going through this process, when you’re reading Expert Secrets and Dotcom secrets and listen to my podcast and all those kind of things, instead of saying, “Oh that doesn’t work for my business.” Stop and say, “How can I make that work for my business.” That’s it. That’s the magic. That’s the big secret. It’s shifting that thought in your head, “oh that doesn’t work for my business.” To “How can I make this work for my business?”

And if you think for 5 seconds, for 10 seconds, I promise you this is a shot of adrenaline for any business you are in. It doesn’t matter what you’re selling, or whose product. It could be your own product, or someone else’s product. Whenever I wanted to be an affiliate, whenever people asked me to be an affiliate, the reason I don’t just like set up Google ads and run it to affiliate offers is I want to be the top affiliate, all the time.

I’ve won cars, I’ve massage chairs, insane amounts of things, watches, everything you could dream about being an affiliate. And it wasn’t because I was selling the same product that everyone else was, I was, but I had made mine an offer. I took their product and figured out what else could I do to provide more value to this thing. And I took, I did this a lot of times when product launches were happening all the time in my marketplaces, the ones I was in. I would say, “Okay, everyone is selling this course for $1000, so how do I make this worth $10,000? Because if I can do that everyone will buy from me versus the product owner or any of the other affiliates.

So I would create an offer so irresistible they’d have to buy from me. I had people literally buy the product once and then buy again just because they wanted my offer. That’s the magic we’re talking about here. We’re creating really, really good irresistible offers. That’s what you should be thinking through.

So again, if you’re looking at whatever business you’re in, I’m a network marketer, I’m selling ecom, I’m doing whatever, first question is how do I turn this commodity, this thing…. especially network marketing. You got you versus 180,000 other distributers, ecommerce is you versus everyone else that comes up into the search when they type that product into Amazon. How do I de-commodize myself by creating an actual offer?

That’s number one, thinking through that, what can I create? What are the other things? Number two then is who am I actually selling this to? You keep trying to selling to everybody it’s going to be hard. When you start creating an offer, this is really fun. This is why those who are going through the Two Comma Club X program right now, we’re talking about that, picking your market and creating your offer to match it.

Because this right here is a cup that anybody who drinks coffee could do, but the problem is then it’s a commodity and the price drives down. By choosing the right market, the price actually goes up on this. This is the coffee cup for biohackers, or the coffee cup for entrepreneurs who want to drink Bulletproof coffee on the go, suddenly this becomes more valuable, because I picked the right market to actually go after. Now the price went up.

Now that the price went up, I know the submarket that I’m in, now I create an offer that relates exactly to that market.  What does this market want? Well, if they’re drinking Bulletproof coffee on the go, they probably want more recipes or ways to do it, or they probably want interviews with people like Dave Asprey or Anthony Diclementi or other biohackers.

Maybe they want an interview with the coffee guys who run the company. I could find my favorite type of coffee and interview the person who discovered that, who invented that product, whatever it is, you go and create an amazing offer for that submarket, suddenly this $8 cup becomes worth $60 or $100 or more. Now you get a whole bunch of people doing that together, we’re all part of that, they all took the same offer, they’re all part of the same market that you have created and now you’re able to start creating your mass movements. Does that make sense?

So it doesn’t matter what business you’re in, if you ask me to consult you, I’d tell you the exact same thing. Someone posted on Facebook the other day, “How much do you think Russell would charge to Vox me back and forth for a day?” people were posting, “$100,000, 150,000” and it just makes me laugh because the feedback I would give you would be the same. It doesn’t matter what it is you’re selling.

The process is simple you guys. Figure out what it is you’re selling, and then realize that’s just one component of your offer, then create an actual offer out of that. You’re going to sync it an actual sub niche that you’re creating. So you go market, submarket, sub niche. So create that sub niche and you create the offer for that submarket, then you get people in there, and then start creating your mass movement. You start going and the audience, your group, the tribe you’re building will tell you what to sell, what they want, where to go from there and that’s how you scale these things.

That’s how I could take any ecommerce business off of the street, we could 10x it, we could 100x it very, very quickly by just wrapping with these principles. So if you learn nothing else from today, go back to the Expert Secrets book with any product, any service you’re selling and this time when you’re reading instead of saying, “This won’t work for my business, my business is different.” Say, “How can I make this work for my business, I want my business to be different.” That’s the magic.

One last story before I wrap this one up, that’s what happened with Clickfunnels when we first launched it. I looked at every other SAAS company out there and they were all selling their software. I said, “Okay, I’m going to sell my software.” And funnel number one was selling my software and guess what happened? Boom, bombed.

Funnel number two I was selling my software. It bombed. Number three, sold my software. Four, five, number six was the offer that blew up and guess why? Because I was no longer selling my software. I created an offer for people. Number one, you’re going to get the software for free for 6 months. Number two you get the funnel hacks training system to teach you, indoctrinate you and show you how to use it. Number three I know the next problem you’re going to have, you don’t know how to write copy so you’ll get my copywriting system. Number four you’re going to get my traffic system. Number five I’m going to give you all the components you need to be successful with this product…” and I turned it into an offer and it blew up.

Year one 10 million, year two 30, year three 70, and on track this year for 150 million, because we created an irresistible offer for a software company. And it blows my mind that all the other SAAS guys out there we’re competing against haven’t figured it out yet. It’s right in front of them, plain sight. They keep on trying to sell their product.

You don’t sell products because then you’re fighting a commodity based business. You’re fighting with the next dude who creates a product who’s got this feature and this, and their price is high, and all sorts of the garbage that comes out. No, we’re creating an offer. It de-commoditizes you, pulls you away from everybody else, breaks you away so now price is no longer a thing you’re fighting with because you are your own thing. You are separate, you are unique and now you have what you need to grow and scale a company.

That is the magic that we’re talking about you guys. If you’re doing a webinar, if you’re just creating one big offer and you’re selling it, if you’re doing ecommerce and you have a physical, not physical, but if you have a funnel with front end, upsell, downsell, each thing of those is an offer. You front end, when I sell my books, it’s a free plus shipping book, but I made an offer around this. You get books, you get training, a whole bunch of stuff that comes with this.

The upsell is a new offer. When you buy this, you get this. I’m making lots and lots of these offers. The biggest thing I could tell you guys, if you do this over and over and over again, is getting good at creating and making offers for people. And what’s cool about it is you’ll find out some things people go crazy for, and some things they don’t respond to. You just keep making new offer after new offer after new offer. And the more you do this, the better you become at it and the more successful you’re going to be.

So if you’re in the Two Comma Club X program, you guys know the homework I told you guys before was go in and find 10 offers that are happening, 10 successful funnels in your business, funnel hack them to figure out what their offer actually is. The ones that are successful have really, really good offers. See what they are. What’s component number one? What’s component number two, number three inside their offer? Study those things so you can understand how you can make better offers for your market.

That’s it you guys, hope that helps. This is probably the longest podcast in a while, but I needed to go on a rant because I wanted everyone to understand that this is how this game is played. It’s all about creating offers, picking the right market, and then create an offer for that specific market, and then from there start getting people, start building your tribe, create a mass movement, do al lthe stuff we talk about in the book and from there, product number two, product number three, everything else comes into play.

So that’s the game you guys. I love this game, I hope you guys love it as well. It’s so much fun. Once again, how can this work for your business? Keep thinking that. Thanks everybody, talk to you soon.

Apr 09 2018

23mins

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Rank #3: What Happened When I Taught Expert Secrets To The Local Government and Politicians

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What’s up everybody? This is Russell Brunson, I want to welcome you guys to a very special episode of the Marketing Secrets podcast. This is an episode that will not be on YouTube or anything. It’s only going to be here in audio format for those who are listening in, and I’m excited for you guys to hear it.

Some of the back story, as you guys know, I am always excited about all this marketing stuff, I talk about it all the time, I get the chance to speak all over the world, but I say 99.9% of people who ask me to speak, just because of time, energy and money and all that kind of stuff, it’s just not possible to do.

But recently, my father in law asked me if I would come speak at an event that he was putting on, and it was in Burley Idaho, which is a little small town about 2 ½ hours south of Boise, and obviously I can’t, I can’t justify it from a business standpoint, but for my father in law, that’d be awesome. Obviously, it would give me time to hang out with my wife. So my wife and I jumped in a car on Wednesday and we drove 2 ½ hours to Burley, I spoke at this event, and then 2 ½ hours back.

So it was a really fun time for us to spend together without any kids, and then had a chance to speak down there, and it was cool. But to preface it, it was a completely different audience than I’ve ever spoken to, ever.  It was for the most part, government officials from all around Idaho. Those who are involved in economic development, how to grow the economies. So there were people from all over Idaho who came to this thing, there was probably 70 or so people.

As you guys know, I’m used to speaking to entrepreneurs who are trying to change the world, and here is like government officials who are, also have good intentions as well and trying to do some awesome stuff. But they’re definitely an older demographic, they’re not running their own companies, it was just different.  

Anyway, I was really struggling, what should I teach on? What should my presentation be about? I didn’t really know, and it took me a while to kind of figure out. Finally I realized that what I wanted to share with this audience was basically the stuff you guys are very familiar with, which is the Expert Secrets thing. I want to talk about building a mass movement, about influence and persuasion, storytelling and how they can use that in their own spirit of influence.  How them, as government officials can build a movement to help people change. And then also how they can use it for their family. With your family, how do you create a movement with your family? How do you create a movement in different places?

SO it’s not just a mass movement of your customers, like we talk a lot about in Expert Secrets, but also the internal movements inside your companies, and then your family, inside of governments, whatever spirits of influence you have.

So that’s kind of what this presentation is, and I hooked up my iPhone and clicked record. So I kind of recorded, the audio I don’t have any idea of how good or how bad it will be. But that’s what it is.

So there’s the context, when you hear the presentation, it was definitely a different audience, the energy level is way different. So if I sound weird , that’s why. I was trying like crazy to get this older group of government officials to get as excited as I am about business, about economic growth and development. I also tried to show those guys they’re crazy because they don’t understand the right ways to run a political campaign and I kind of teased them about that, and a bunch of other fun stuff.

Hopefully it will help you guys if you’re listening in on this. For those that know Expert Secrets, a lot of stuff will be kind of a review for you, but you’ll have a chance to see it through a different lens, how this would work inside your family, how this works inside of a business and a bunch of other things like that. So hopefully it helps. I hope you guys love it. With that said, let’s queue the intro music and let’s start at the event there in Burley, Idaho.

Apr 26 2018

1hr 27mins

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Rank #4: Create Attraction, Connection & Overcome Insecurity - Part 2 of 3

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On this episode you will hear part 2 of a presentation given by Sean Stephenson at Funnel Hacking Live in 2016. Here are some of the awesome things in today’s episode:

  • Find out what Sean believes the cure to insecurity is and how he came to that conclusion.
  • Find out why the motto of the coast guard helps Sean decide who he is going to help.
  • And find out Sean’s answer to the question, “How many lives do you think you’ve changed?”

So listen here to the second part of Sean Stephenson’s inspirational presentation at Funnel Hacking Live 2016.

---Transcript---

Hey everyone, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. Right now you’re listening to episode 2 of 3 from the Sean Stephenson presentation of Funnel Hacking Live.

So I’m going to tell you a lot of woo woo stuff. And I really don’t care if you believe me. I really don’t care if you come up to me afterwards and you’re like, “Can you please present your data on that?” Go screw yourself, okay. Because I got the data right here, it’s that I’m still alive. It’s that I’ve seen what I’ve seen and I’ve done what I’ve done. And I used to be afraid to tell people what I’ve done because I had a fear that a very loving woman, my mother, thought was a good fear to have, which is, “Never, ever, ever have them think that you’re being arrogant, Sean.” And man, she banged that in so clear to me. And I thank her for it. But one day I had to let go of my mom’s fear of people thinking I’m arrogant.

Because if people think I’m arrogant, what that is, is them fearing telling their truths. Because I believe what arrogance really is, is feeling that I need to take something away from you to become bigger myself. Are you kidding me? I don’t want any of your stuff. I don’t. I want me, I’m doing a lot of work on myself these days. I’m at journal reflection at 5 in the morning, writing out, what are my remaining insecurities? Where am I still playing small? Where am I leaving love on the table?

And it hurts to be conscience. It hurts to not live in that bubble of, “Oh, it’s the governments fault. It’s my mother’s fault. It’s my wife’s fault. It’s this person’s fault. It’s that person’s. The reason why I’m this, is because I was molested when I was young. This happened when I was nine, this happened when I was six.” Whenever we lie to ourselves like that, we leave love on the table for the entire human race.

Whenever you lie to yourself that something outside of you is stopping you from living the life you always wanted to have, you’re screwed. There’s no way I could do what I am doing in this moment if I didn’t get out of my way. And that’s day after day after day of journaling and saying, “Where are you full of shit, Sean? Where are you still holding back, Sean? Where are you scared, Sean?” And just going for it and leaning in. And that abundance, abundance, what I really believe abundance is, is giving everything because you know, you take nothing with you.

You take nothing with you, you only get to give. When I have been close to death, when I have had people say, “You’re going to die tonight.” Do you know how much clarity that brought me? That’s where you’re hearing this conviction. It made me realize that everything is bullshit except for love. Love is the only real thing on this planet. Everything is a concocted story outside of that, of your ego.

And I want to help you become a world thought leader. And here’s what it comes down to. When you align with a message, you have to let go of how many people you reach. How many people have ever made a video on YouTube or Facebook and it only had like 10-30-100 views and you kind of were pissed. Be honest. Be honest! Raise your fucking hands. Yeah, welcome to being a marketer.

“Oh, I wish I had more visibility.” Let’s just give you a paradigm shift, shall we. Take any time that you look at your YouTube counts of video counts, imagine instead of, “Oh, there’s so few people.” I want you to think if that many people died in a plane crash that day. And when you say to yourself, “Oh, I wish there were more people in that plane crash.” No! You would be crushed to see the news, if you have any soul left, you would be crushed to see, “15 people today, 15 children today were killed in a school shooting.”

So that’s a number that you’re like, “Oh, 15! Oh No.” but over here 15 is like, “Oh, only 15?” Well, these 15 souls needed what you just sent. It’s only your arrogance that thinks it needs to be 120 million. It’s only your desire to be seen as a leader and a guru and an authority on this planet that cares what that number is. I know because I’m working through that evolution in my journaling in the morning.

When I finally was at my edge, I was talking to my coach one morning and I was sobbing. And she’s like, “You need to lean in more on this human race, Sean. You say you were born for a purpose. What is that purpose again, Sean?” I said, “To rid the world of insecurity.” And she said, “Then you’re going to rid it from yourself, completely. You need to show the human race what a human being looks like when it’s no longer insecure.” And that’s hard because I’m still human.

I want to share with you what I believe is the cure to insecurity. But the thing is you gotta take the cure every day. It’s not something you take it once and then you’re good. It’s a medicine that has to be ingested every single day. Pull out your pens please.

So let’s define what insecurity is. Insecurity is the feeling that you’re not enough. I’m not enough. I’m not tall enough. I’m not smart enough. I’m not rich enough. I’m not enough. Raise your hand if you ever feel not enough. It should be everybody. By the way Russell, I really kind of like the R2D2 camera. That’s kind of cool. I like it. AZ team is funny.

Why did I make you laugh there? Because I needed to cut the tension there for a second, it was too intense for me in the moment. That’s the only reason why we ever laugh, is to cut the tension. And it’s okay to cut the tension. I believe we laugh, laughter is just to ease up the ego. It’s just to loosen the ego so that we can actually enjoy more. You love to laugh because it releases anti-inflammatories into your body. You love to laugh because it exercises muscles. You love to laugh because it releases serotonin into your brain. You love to laugh because you’re hard wired to hear yourself through laughter.

So when I’m thinking about this intensity of what causes insecurity, and what is the cure to insecurity? I realize that I’m talking about something huge, like Louis Pasteur huge. You know polio was knocking people out left and right back in the day. People were getting crippled up, and I hate that word, but they were crippled up and people were dying and it was such an intense thing, that the whole world wondered if polio was going to wipe off the human race. And Louis Pasteur said, “I bet we can get rid of this.”

Do you think people were like, “Yeah Louis, go for it. We’re going to make a Clickfunnel about it, and….” No, no they didn’t. I guarantee you he got opposition. You know what, he got opposition, “Oh that’s stupid, no. Look at how many people it’s already killed.” You know why fear works? Fear works because it hosts on the facts of our mind. Fear hosts on the facts so it goes, “Fact-you only have this much money in your accounts.” “Fact-you had this many marriages.” “Fact-You’re only this tall.” “Fact-You weigh this much.” “Fact, fact, fact, fact.” And fear and insecurity hang out together and they’re like, “Man, we got all the facts. And they are our bitch, we got them. We got them.”

But there’s something better than fear and that’s intuition. And intuition comes from your heart. My amazing wife, Bindy can do this, she has a program she does once a year and I love going to it because she talks about how you gotta drop down out of your head and into your heart and find why were you born.

No offense Russell, but we all agree that you weren’t born to sell potato gun DVDs. You weren’t, and you know that because you’ve evolved. You’re playing a bigger game now. And I believe you and all of you are going to help me play a bigger game. We need to rid this world of insecurity and I cannot do it alone. There was a period of a few years I thought, “I’m going to do it as a speaker, an author, a motivator.” No, because I kept getting into experiences where I was coming to my last breath and I thought, I’m not going to get it done. And that’s when I realized I needed an army.

And not an army to wage a battle or war, because that’s based on territory and anger. No, we need a tsunami of love. We need this to be like an ocean that just keeps going and going and going and spreads all around the world. I mean, 120 million people were able to reach that video of me holding those sticky note cards on how much I love them. That tells me that the human race is craving love more than ever.

And the way that we cure ourselves of insecurity, I figured it out about four years ago. I will have these moments where I’ll get stirred at four or five in the morning with an idea. Raise your hand if you ever get woken up with an idea. And like, you know, you’re kind of like excited but pissed. You’re excited because the idea is brilliant and awesome, but you’re pissed because you’re like, “It’s four in the morning. And I have to get my sleep because I went to bed at two in the morning.”

So it’s four in the morning, I was stirred out of bed, everybody in the house was asleep, I hopped into my wheelchair, threw on some clothes, went out the front door quietly. And at the time I was living in this home in the middle of the desert on a mountain, and the sun was still down. And I was wheeling through our neighborhood, right down the center…we have…when we were living there, like a cul de sac type area where it was a gated community so cars weren’t always like driving on the street. It was pretty quiet.

So I’m wheeling right up the middle of the road and there’s this point where the gradient of the road just gets steeper and steeper. And I’m like, why am I woken up at four in the morning, what am I doing? And I’m wheeling and I’m like, what, I don’t understand. And I get to the top of this little hill and I see the sun come up from behind the mountains. I hear this little whisper voice in this area, right in the heart area, because I had been saying for years that I was going to rid the world of insecurity but I didn’t know how until that day.

I hear this little whisper go, “The cure to insecurity, the cure to insecurity is self care.” The cure to insecurity is self care. I take care of myself, I’m still insecure. I don’t agree. No, it’s not that. Then I hear it again, “The cure to insecurity is self care.” And all the sudden these pictures in my mind were just racing like, when you take care of your mind, your body and your spirit, when you take care of yourself, when you keep your commitments to yourself, when you develop your self-trust, when you develop your self-love, when you develop your self-motivation, then there’s no need for insecurity.

And it just started flooding me. I’m like, “That’s it, that’s it!” And I just start racing, now I went up the hill so now I have momentum, so I’m just whipping down this hill, “Yeah, it’s insecurity!” How many people have seen It’s A Wonderful Life? Right, you know that scene where he realizes he gets to live and he’s like racing down, “Ah, Merry Christmas everybody!” I’m like screaming, “The cure to insecurity is self care.”

And I whip open the door and I’m like, “Oh baby, baby!” I’m waking up my wife, “The cure to insecurity is self care.” And she’s like, “What?” And I’m like, “The cure to insecurity is self care.” And she goes, “Sean, I take care of myself all the time, I’m still insecure. I disagree.” And she pulls the covers back up.

But you know when you’re on to something and the person you normally need the validation from doesn’t give it to you and you’re like, “You’re wrong this time.” And you keep…do you guys know what I’m talking about? So I was like marching out of that room like, “Ha ha! You’re wrong this time! You one million, me one today.”

Look, I’m very clear as a happily married man, that the best way to enjoy a relationship is to not need to be right, because being right is about your ego. And when you crave being right, you are actually hurting the people that you’re trying to be right with. Now I’m not saying don’t be accurate. You see the difference right. You can be accurate and not have to force your way into being right. You can say, “Okay, alright. I see that you just need some more evidence to delivered to you. I’ll come back when I have more. Do you have any questions about how to make a potato gun? Because I’ll come back in my sales copy and give you the bullet points about which glue to use on the pipe to make the potato gun.” And then they’re like, “Oh, I get it. That’s it.”

The same techniques you’re using in marketing you can use in life. When people hit you with opposition and they’re like, “No, you can’t do that.” Instead of being like, “Yes, I can!” No, don’t do that. You’re feeding into your own ego. Instead say, “Okay. Okay.” And love them in that moment. And love yourself in that moment. And go on to somebody who is willing to want to learn from you.

If you want to be a world thought leader you can’t get tied up trying to convince people who didn’t want to hear you in the first place. You know, the coast guard has a beautiful motto that’s just saved me from quitting being a speaker when I struggled. And I hope you use it in your life too. When the coast guard goes out on a stormy night to rescue a boat that has capsized, they bring their helicopter and they hover over the top of the boat. And they realize there’s more people in the water than there’s space in the helicopter, who do they save? Who would you save?

It’s a messed up question isn’t it? It’s a tough one. You know what their motto is, we can only save people who swim toward us. Write that down. I can only help those that swim toward me.

Do you know how to drive yourself nuts? Run into a burning building after somebody who’s running into a burning building screaming, “Help me, help me!” That’s how you go nuts. You will go nuts when you try to help people that do not want your help, but claim that they do. The moment you try to help somebody and they push you back and push you back, you have to say, “Look, you know what? I love you. I’m going to be over there, hopefully you’ll swim toward me at some point. If you don’t, this helicopter is leaving.”

I was exhausted with you. I was exhausted with my audience because I would come up here year after year after year, 22 years, and I would talk to people and I’d be like, “This, this, this, this.” And then people would be like, “Yeah, but. Yeah, but I don’t know.” And I’d be like, “Ugh, I’m such a failure. I’m such a loser. I haven’t convinced everybody on the planet that I can help them, that they can be helped.”

Raise your hand if you know what I’m talking about, trying to help people who didn’t want your help. Yeah, that’s the quickest way for you to drown. The quickest way for you to drown is try to help somebody that’s flailing around in the water, or that’s swimming away from you. When there’s all these people that are actually wanting to swim toward you. You know those 15 likes on that video of yours? They’re the ones swimming toward you.

So you’re chasing, “Oh, I want this…..” These 15 people are swimming toward you, open your arms to them, love them, give them everything you can, send the elevator back down. Everything you know, by the time you die, I hope that the valuable things, you shared them all.

People ask me all the time, this stupid question. They say, “Sean, how many lives do you think you’ve changed?” One. And I struggle with that son of a bitch. For those that are a little slow, that would be me okay.

Jan 14 2019

22mins

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Rank #5: I'm Pretty Sure This Is The Fastest Way To Get To A Million Dollars Without Having To Learn How To Do Anything New

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After sitting in the blistering heat all day, I’m not sure if this is just a hallucination or a really good idea. Either way, I thought I’d share it with you.

On this episode Russell talks about what he thinks is the fastest way to get to a million dollars in a company. Here are some of the insightful things to look for in today’s episode:

  • Why two people Russell knows were able to make a million dollars in a year with just the two of them, with a simple business.
  • What people you will need on your team to be able to make a lot of money right out of the gate.
  • And why you can’t built something amazing by yourself and you need an amazing team to back you up.

So listen here to find out how two dudes were able to make a million dollars in a year, and what you can learn from them to do the same thing.

---Transcript---

Hey, what’s up everybody? This is Russell Brunson. Welcome to Marketing Secrets podcast. Today I’m just going to give you guys a really, really easy way to get to a million bucks. I hope that’s alright.

Alright so I’m actually in my backyard right now, walking around my little track. And it’s a beautiful night and everything’s amazing except for one thing, there are like a thousand mosquitoes out here and I’m getting eaten alive. But the show must go on.

Anyway, today was awesome. I had a chance to take the day off basically today and go to my kids field day, so I was outside for two and a half hours in the morning with the young kids, spraying them with water, which was really fun. And then I had a quick lunch with my wife and then came back and did two and a half more hours, which was awesome. I’m a little fried and a little sunburned.

And then some of our Two Comma Club X members, are actually legit American Ninja Warriors, so they are here for the event that starts tomorrow, and they took us and our kids to the American Ninja Warrior course, which was insanely cool. So they trained us on it, we got to do all sorts of stuff, the warped wall and all that fun stuff. So anyway, we had a great time tonight.

And now I just got kids to bed, and I am so tired, so beat. But it was a great day. I’m excited to tomorrow get back in and get Mother Funnel close to launched, and also the Two Comma Club event. So a lot of cool stuff happening here which I’m excited for.

But anyway, when I was out there today with thousands of little kids who were trying to kill me, it gives you a lot of time to sit around and think. So I had my headphones in and I was listening to Dan Kennedy and I was listening to, mostly Dan Kennedy, if I’m completely honest, and just thinking. And one thought that started going through my head is I remember this one, I’m not sure if it’s the right word to say, client, person, somebody who I’ve had the chance to work with, and I’m not going to name names. Hopefully this person, or individuals will not know that I’m talking about them.

Because it will be nice on one side because they became millionaires really, really quickly but it was kind of funny on the other side because I wouldn’t say these people, who I’m going to talk about, were super, not the best entrepreneurs. They didn’t know a million ways to drive traffic, or how to write good copy and upsells and downsells, all the stuff that I geek out about that I just love sharing and talking about and thinking about.

I know that a lot of you guys who are in my world have kind of become obsessed with it as well. They weren’t good at those things at all. In fact, the first time I met the person, the first person in this business relationship, was a good sales person. That was it. They worked on sales floors, done a lot of phone sales, stuff like that, never really had a lot of success in their own business but they were good at phone sales. Then later, this person partnered up with somebody that was good at traffic, and what was amazing was, the one person would drive traffic to generate a lead, then this guy who was good on the phone would pick up the phone and call the lead and sell them something.

And he was selling them like 5000-10000 dollar things, and then they fulfilled on it. And they weren’t even very good at fulfillment, if I’m completely honest. But they did, and that was it. It was the most basic, simple business. It was one dude drives the leads, other dude calls the leads on the phone, sells them something, they fulfill on and rinse and repeat. And that was kind of it.

I was thinking about them today, and I was just like, again, they don’t know anything about hook, story, offer, they don’t epiphany bridge, they don’t know the hero’s two journeys, they don’t know breaking false beliefs, all the amazingness that you guys are aware of. But what they did do, they figured out what are the pieces that involved to make this thing turn into cash, and it was really, really simple.

And I think, a lot of times I get deep into the science and art of this game, because I love it and I’m obsessed with it, I think sometimes some of you guys get overwhelmed because you’re trying to do all these amazing million things. I got people right now, who are talking about their future based cause and about the mass movement they’re trying to create, and when I ask them what they are trying to sell, they don’t know the answer to that yet.

I’m like, a lot of these things they’re talking about are the deep levels. Like after you get some of this to work you can go and start digging deeper. But if I was legitimately like, I gotta make money, a lot of money, really, really quickly, what’s the plan? It wouldn’t be so much like, okay let me run an ask campaign and find out what people want and all that kind of stuff. It would be really, really simple. I would look at the skill set I have. And I think to generate cash, and this isn’t including like customer support and all that kind of stuff, and honestly for these, the people I’m talking about before, it was two people for over a year, probably two years or so.

They did everything including the fulfillment of coaching and they did the customer support, everything was just them. So you don’t need to hire all these people, and teams, and staff right out of the gate. You can get to a million bucks with just a handful of people.

So what I look at, who do you actually need? You need somebody that can make it rain. That’s number one. Someone who can make it rain, someone who can get traffic or leads or whatever to your business. That’s number one. Number two, you’ve got to have someone who can sell something. You’ve got to be good at selling. Number three, you gotta be able to fulfill something awesome.

So that’s going to take two and maybe three people. So let’s just say that you’ve got something amazing to fulfill on. You’re like, I’ve got this thing and I’m the best at the world at this thing. And if I could just spend all day coaching and teaching and showing people this thing, man that would be amazing. So if that’s you, there’s only two things you should be doing.

You shouldn’t be learning or studying or any of those kind of things. Two you should be doing, number one, you should be finding somebody who can sell stuff. I would be obsessed with that. I would go to every sales conference, I’d buy every sales product just to find out who are the other people who bought the product. I would be obsessed with trying to figure out who is the sales person. This goes back to an episode I did when I was back at the Genius X event. We did an episode called It’s the Who not the How. So instead of trying to figure out ho wto sell, and learn selling skills and stuff like that, just go find someone who’s amazing that sells. I’d put out ads in the newspapers, I’d call people, find people, just become obsessed with finding someone who’s good at selling. Boom, now I got someone who can sell, then I got this thing that I’m selling that I can fulfill on. So I got a sales person now, boom, that part of the business is taken over.

Now I just need someone who can make it rain. Who is somebody who can bring traffic or leads to me? And I would go and find somebody. It would be an agency, or I’d try to find a partner or whatever. And let’s just say, coming out of the gate you’re just like, “Look, dude who’s a really good sales person, I can’t pay you because I’m broke. But I got this really cool thing. Do you think it’s cool too?” and he’s like, “Yeah, that is really cool.” “Alright, I’m going to give you 30% of the business, you’re just going to sell all day. I’m going to figure out some way to get you leads, you’re going to call those leads, sell them some crap, and then I will fulfill on the crap that you just sold them.”

Boom, then the third thing I’d be doing, all I gotta do now is finding somebody to drive leads. I’d be obsessed with that. I’d go to every conference on lead gen, I’d go to every marketing conference, every sales conference, not trying to learn it, but trying to find out who are the people I can find that I can bring into my team and say, “Look dude, you’re going to be driving leads from Facebook, or pinterest, or instagram or whatever. Look, I can’t pay you, but look I got this crap over here, it’s pretty good. Do you think it’s good?” “yeah, it’s really good.” “Yeah, this sales guy here, he thinks it’s good. He can sell it. Can you drive leads? I’ll have you drive leads, he sells them, I fulfill.”

If I can sell somebody on that, boom, I’m done. I watched these guys who basically did that and flipped it on, year one did over a million bucks. There were two of them, that’s it. One driving leads, one selling the product, they both fulfilled on it together. No customer support, no contractors, no engineers, no nothing. Just boom, that’s it. One little tiny funnel, and the funnel was not good. It was a page that said, “Hey do you want to do this ‘insert big result’. If so fill out this application.” Boom, that was it.

Now let’s just say you’re the kind of person like, “I know how to drive traffic. I’m really, really good at driving traffic.” I’d be like, okay I need to go obsessively find someone who’s got a product that’s super, super awesome who can fulfill on it. I’d go find someone who can fulfill on the product and be like, I need to find someone who could sell this thing like crazy. I would go and try to find somebody who could sell it, and then plug them together and boom, my traffic, someone else selling. Boom, we’ve got fulfillment and now we’re in business and we can get to a million bucks with those three people.

Let’s say you’re a good sales person. I don’t know how to drive traffic, I don’t know how to do fulfillment. That’s totally fine, go find someone to do traffic, partner with them, find someone to do fulfillment, partner with them, boom. You sell it in the middle and boom, you’re in business.

I just think that, and this is partially my fault because I geek out on it and I’m so excited by it, sometimes I over complicate things. Sometimes we all over complicate things. It really is that simple. You just need a couple of people, a couple of “who’s”. And that’s it.

Some of you guys are saying, “Russell, I don’t sell coaching so this doesn’t make sense for me.” Well, what do you sell then? “I’m a chiropractor.” Or whatever. Okay cool. So what do you need? You need leads, go find somebody who can generate leads. “Okay, I got leads.” What do you need next? “ I need somebody to convert these leads.” How do you want to convert them? “Through a webinar or on the phone.” Go find someone who’s really good at webinars, somebody’s who’s really good at phones. Give them equity in the company or whatever it is, and then you’re off to the races.

Anyway, that was just my, I kept thinking that today while I was sitting there. I was just realizing, these guys were not rocket scientists. They just knew that for their business to run, they needed someone to drive leads, someone to sell the leads, and they needed to fulfill on a product. So they just found someone to drive leads, someone to sell the leads and they fulfilled on product. And boom, multi-million dollar a year business out of the gates, instantly.

So I think for a lot of you guys who are going through this process and you’re learning it, I think it’s good. Otherwise I would quit publishing all together, but I think this stuff is good. I think it’s good for you as the entrepreneur, to really understand the intricacies of all these things and how they work together. But let’s be completely real and honest. If you’re trying to generate cash and make money right now, what are the things you have to have?

If anyone here, listening to the sound of my voice, thinks that I have ever logged into Facebook and had any idea how to run an ad, you are completely wrong. One time I was clicking on something in my account and it went to my business account accidentally and it popped up this really weird dashboard that scared me, and I was like, I think I might break something. And I literally had John, who runs my ads, come in and “I didn’t break anything right?” He’s like, “No, you just went to the ad manager.” I’m like, “Okay, cool. Can you shut the page, because I don’t want to jack this thing up?” and he shut it down.

Because I don’t know how to do that, so I found John and John became the person on my team who then runs the ads. And now as my company has grown from you know, half a dozen people to a dozen, to 20, to 100, to 150 to 200, ugh we’re past 200 people now. It was really just that. Finding out who are the people we need to plug in who are already good at those things that have a tendency to like them and have a tendency to be good at them.

It wasn’t about going and me trying to learn every single step of it. A lot of times I learn it because I am intrigued and I want to understand it, but I’m not actually doing it. So that’s what I want you guys to understand, that’s the fastest way to move forward quickly.

Anyway, I hope that makes you kind of think a little bit. I hired someone the other day, it might have been Charfin, I’m pretty sure it was him but I’m not positive, anyway, but I basically said if you look at the NFL or the NBA, they don’t go and “I’m going to go find a dude, I’m going to go train that person on how to do it, and hopefully they become a good point guard someday, or be a good quarter back.” No, they go and find the best quarter back and they recruit that person. You should be doing the same thing for your business. This is your business. This is your NBA team. You’re trying to win the superbowl.

Anyway, so if that’s you and that’s what you’re kind of going for, I want you thinking about that. Who are the people I need to recruit? Where are they at? I’m going to go to the conferences, the events, find out where the sales people are at. Let me go to this sales floor, let me call people and get them to sell me something, if they’re good, let me see if they want a job.” Just aggressively recruiting the right talent for your team. I think that is a faster way to cash than anything else.

Now, I’m sure there’s questions coming up. “Russell, what happens if I hire the guy and I give him equity and he turns out to be an idiot three weeks later?” set some contingencies, “First off you’ve got to actually perform. Second off, we’re going to do this for thirty days, and at the end of the thirty days we all get to sit down and decide if we want to keep doing this. And if you drove no leads, I’m going to cancel this whole thing. If you drove leads and this guy didn’t sell, we’re going to cancel the whole thing. If this drove leads, this guy sold, but nobody liked the product, I’m going to cancel this thing. But let’s sit down in thirty days or ninety days and let’s re-evaluate and at that point let’s figure out what makes the most sense and we’ll move forward.”

And that way you’re not stuck in a long contract or anything until you figure out if that works. Then after that say, “This has been three months in, this has been awesome. We’re all making a bunch of money. Who wants to keep doing this exercise?” “Yeah, we’re all making money, let’s do it.” “Alright let’s do this out for a year, and in a year if we’re all still friends and we all still like this game, let’s split this up into actually equity. Until then we’re just seeing if we all like each other and if we can make it work.”

If you get the right people on board, they’ll be on board with that. Anyway, on top of that treat your partners really, really insanely good, because I promise you, I know that I couldn’t have built CLickfunnels without my partners. I know that I couldn’t have built my family without my wife. I know that I couldn’t…the people you bring in are the ones that actually make it possible. It’s not you or me, it’s the people we surround ourselves with. It’s the people we recruit, the team we build. So I hope that helps.

Anyway, that’s it you guys. I’m going to keep walking the track for a bit longer, because it’s a beautiful night. My skin has got bumps all over it from all the mosquitoes, but it’s worth it because I gotta share this with you guys and get it off my mind so I can actually sleep tonight. But start looking at things that way. Start looking at who are the who’s you need to recruit on your team and that way you can get to the all-star game so much faster.

Alright guys, thanks for everything, appreciate you all and we’ll talk to you soon. Bye.

May 30 2018

14mins

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Rank #6: I Think I May Know Why Your Business Is Stuck...

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The #1 thing that keeps entrepreneurs back from success, that you won’t read about in any business or marketing book.

On this episode Russell talks about the power of forgiveness and shares a small portion of a presentation by Chris Wark that encourages you to forgive everyone who has done you wrong. Here are some of the cool things you will hear in this episode:

  • Find out why someone on the initial Rippln startup team has struggled to progress because he needed to forgive.
  • Hear why Chris Wark thinks forgiveness is the key to healing your heart and in turn healing your health.
  • And find out how to get a hold of Chris’ book, so you too can forgive and heal your heart.

So listen here to find out why forgiveness of your enemies is so important.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. It’s late night and I’m walking something out to the garbage, it’s raining a little bit out here. And I just want to share something with you guys that probably doesn’t seem like it has a lot to do with marketing, but it has everything to do with you being successful with your marketing and your business. So with that said, let’s queue up the theme song, and we’ll come back and have some fun.

Alright everybody, it’s a beautiful night right now, I’m out walking. I had a great day with the kids today, church was amazing, just so many good things. About to get back to the next phase of world domination, we’re like a week and a half away from the 10x event, where my goal is to sell 10 million dollars in a weekend. That just sounds goofy saying that. And then a month later we’ve got Funnel Hacking Live. So a lot of work to do, but I’m super grateful for the opportunities and all the fun stuff that’s happening.

It’s interesting, what I wanted to talk to you guys about is a concept, and again you’re not going to think it’s marketing or business related, but I’m going to show you about how vital it is to your success. And that is the concept of forgiveness. And it’s interesting, probably six or seven years ago now, I was involved in a startup that we were trying to launch, and we all had big dreams and aspirations for this thing, some of you probably remember it, it was called Rippln. In fact, if you go back to the beginning of this podcast, there was a time when I was talking about Rippln all the time because it was one of the things.

And I thought it was going to be huge, I thought it was going to be our big payday, like all the things I’d been doing for a decade prior had led to that moment. And we built a dream team, and we thought it was going to be the thing, we launched it. And I felt I executed on my parts really well, we ended up getting 1.5-1.6 million people to sign up during the pre-launch, before it went live and then you know, there was supposed to be the big roll out, and money would start flowing. And the roll out, it missed its launch date, and it missed another date, and missed five or six dates, and by the time it did launch, 8 or 9 months later we lost all the energy and momentum and it fizzled away. And I think my check was like $30-40 when all was said and done. It was like six months of my life that I spent on it for like $30.

In the process I had used all my favors up, you know, getting people to promote things, and just all sorts of stuff. So when it’s done it’s like kicked in the, what’s the g-rated, kicked in the gut. I don’t, how do we survive from this? And one of the partners in it, the guy who kind of started it was a guy named Brian Underwood, and after that Brian kind of went his way, I went my way and there were other people involved as well. I think there was a core manag…not core management team, but a core marketing team of dudes who got together to launch this thing together. So after that kind of crush, everyone went their own ways and we just kind of went on our own things.

And then fast forward now, what is it, 5 maybe 6 years later, and if any of you guys have watched Funnel Hacker TV you probably saw the episode with me and Brian Underwood on his private plane, him and his new company owned four. They launched a company called Prove It, which became the category king of ketones. You know, last year they did, I don’t know the exact numbers but it was close to half a billion dollars in sales. It might have been a little over that. And this is four years into the company.

Clickfunnels, last year we passed a hundred million dollars in sales, so I always feel like I did really good until I talk to Brian. I’m like, “Oh, we did one fifth of yours. But my profit margins are higher.” Anyway, that’s always the battle. You know both of us are doing well and successful, and just kind of it is what it is. And I didn’t think too much about it, you know, I never…It was obviously frustrating with the situation, but I didn’t blame him or anybody, it was just kind of like, whatever, and went on and built Clickfunnels, luckily. The next thing happened.

And I watched as some of these other people who were involved in that project, went out and started doing different things with different varying levels of success. And what’s interesting is, I can’t tell the details right now, we’re in talks of an acquisition of a really big company, I’m really excited about. And Brian may potentially be part of that. And I wasn’t there for this conversation, but Dave Woodward from our team, he was talking to Brian and all sorts of stuff, and we’re trying to bring Brian in on the deal.

And Brian told Dave, “One of the coolest things about Russell, when the whole Rippln thing went under, he never blamed me, he was never angry.” And he’s like, “By the way, I got a phone call from one of the guys the other day.” And I won’t mention his name, but one of the people, one of the main guys that were part of the whole launch with us. He said that guy texted him like, “I need to talk to you.” And he’s like, “I’m about to jump on a plane.” He’s like, “I gotta talk right now. We have to talk.”

And this is like 5 years, 6 years later after Rippln went down. So Brian jumps on the phone really quick and the guy starts talking. He says, “Hey, I just need to forgive you.” He’s like, “What?” He’s like, “I have to forgive you. I’ve been angry at you for the last 5 or 6 years, and the more success you have the more angry I get and I’m just frustrated and angry and upset and I have to forgive you because I can’t move on in my life. I’ve been trying and I can’t. All the business ventures I do, I can’t get past it because I have so much, I’m so angry at you and I need to forgive you. I just need to forgive. So I’m sorry.” Or whatever and kind of forgave. I wasn’t there, so I don’t know the exact conversation, but that was kind of the gist of it.

So Brian told Dave like, “Man I’m so, Russell didn’t hold a grudge, moved on and built this huge thing called Clickfunnels.” And you know, he was grateful I had never kind of blamed him or held that against him. And this other person who had, had been literally held back and stuck for the last 5 or 6 years of their career. And now he’s finally asking for forgiveness and hoping that by doing that would give him the ability to continue to start moving forward again.

It’s crazy how forgiveness, when you forgive somebody it puts you back into momentum, gets you moving forward, and when you don’t it gets you moving back.

Anyway, there’s one amazing thing I want to share. So after I started thinking about this tonight, before I started recording this podcast, I remembered at my last set of inner circle meetings, one of the people that was there, one of the most fascinating people I’ve met, bar none, on this earth, someone I’m just so impressed with, so grateful to have a chance to get to know him and to meet him. His name is Chris Wark, some of you guys know Chris. He runs a blog called ChrisBeatCancer.com, he has a new book that came out recently that everyone should read called Chris Beat Cancer. Go to Amazon and you’ll get it.

And even if you don’t have cancer…If you don’t have cancer now, either someone you love or yourself someday is going to have it, probably. I went through his entire course and book just to understand when I meet, when I have people around me with cancer, what do I do? If my kids ever get, my wife gets it, my parents get it, if I get it. A lot of times we worry about cancer when it’s too late, or too far down the road. I was like, I would rather understand it now and figure it out how to prevent things as opposed to trying to figure out the cure after.

Anyway, if you read his book, he’s amazing. Go and give him money because it will be so good for you for now, and for the future. Anyway, I digress, so Chris is a 15 year cancer survivor and in his journey of sharing what he’s learned, he’s helped save thousands of other people. Anyway, he was at our meeting and the very first thing he talked about, “you guys want to know how to not get cancer?” And we’re like, “Of course, please tell us what you’ve learned the last 15 years.”

And I’m not going to go deep into it, but he talked about how to change your diet, how to exercise and things like that, that are really, really powerful. Things you will read about in the book. The one thing he talked about that was kind of towards the end, he just threw it in, and it was amazing what an emotional impact it had on me, on the people in the room. In fact, at the end of the mastermind, which is a marketing meeting, how do you grow your company, how you impact more people, we always do this thing at the end where everyone gives their biggest takeaway. And like half the room the biggest takeaway was this piece from Chris about forgiveness.

And it was so powerful and so amazing. So I wanted to share it with you guys, because I think that it could be potentially what’s holding some of you back. And I think that, while it doesn’t seem like a marketing thing, it is probably one of the most important things. I look at my friend now whose spent 5 ½ - 6 years holding a grudge and it kept him from moving forward and impacting the people that he’s been called to serve because of that. And it hurts me to know that man, there’s people that you could be touching and changing and effecting, but you might not be, because of this.

So I’m hoping this podcast will get you in the right state. And I hope that Chris’ message here will have a huge impact on you. So with that said, I’m just going to cut to that clip from the meeting, where Chris is talking about forgiveness.

“The big, big thing you can do, one of the best gifts you can give yourself in terms of stress reduction… When I turn this way I get really loud. …is forgiveness. Okay, forgiveness. Forgiveness will heal your heart, your emotions, it will reduce your stress and there’s two things that you need to understand about forgiveness. One is it’s not a feeling. It’s not a feeling, it’s a choice. People will lie to you, they’ll cheat you, they’ll take your passport and credit card information and run off into Asia to never be found again.

“People will hurt your feelings, they will lie to you, they will abuse you. It’s going to happen and it has happened to many people in this room. And if you don’t forgive them, you’re basically carrying that poison around. And it’s slowly poisoning you and it will produce a sick body. A sick heart will produce a sick body. And the only way to heal your heart is forgiveness.

“And a lot of us are self medicating because we’re carrying pain and we haven’t forgiven someone who’s hurt us in life. So when I say stress leads to most disease it’s because that bitterness, that resentment, that unforgiveness makes us unhappy. What do we do to compensate for that? We drink, we do drugs, we become workaholics, we become sex addicts, we become either pharmaceutical or illegal drug addicts. All of those habits destroy your health.

“So I just want to encourage everyone here today, some of you are probably thinking about somebody in your life right now that you’re still kind of pissed at, right? That’s hurt you? So I just want to kind of encourage you to give them to God. Just be like, “you know what, I’m choosing to forgive them. I don’t feel like it, I’m still mad but I’m making this decision. They’re all yours.” Right, “I’m letting it go. They’re all yours. You can deal with them. I’m not going to hold it against them anymore.” That’s what forgiveness is, it’s a choice. It’s not a feeling. But what happens when you make a choice, your feelings change. That’s when God heals your heart.

“So forgiveness is so huge. It’s so huge. It won’t make you any money, but it will heal your heart and help you stay in a state of wellness, which is super important. So just whoever it is, so what I did in the cancer process is full circle. As I was learning this and I realized, whoa, stress and bitterness and unforgiveness is a root cause of cancer, I was like, “I gotta forgive everybody who’s ever hurt me.” So I just made a decision to just go through my life and think through my life and every time I would get in a quiet place, or in prayer or meditation, I would just dig up all the people in my life who had hurt me, and just one by one, I just forgive them by name and give them to God. And just pray the way I just said, “They’re all yours. I’m not going to hold it against them anymore. I’m making this decision for life. I forgive them.”

“And then I would say, “I ask you to bless them too.” When you ask God to bless people who have hurt you, something really happens in your heart and that changes everything. And he knows you don’t want him to, right. He knows you want like the lightning bolt. He knows it, but he’ll honor the request. When you’re like, “God, I don’t want them to be blessed, but I’m asking you to bless them anyway.” That’s a very powerful thing you can do. So forgive and pray for your enemies, that’s what Jesus said, so you know, I think he had some pretty good life advice.

“So this stuff works, I promise you it’s so powerful. I mean it changed my life. I see it changing people’s lives left and right. It’s like the weight’s lifted off of you when you forgive people. And be quick to forgive. That’s the other one, because we’re all going to get screwed over in the future. People are going to let us down, insult us, embarrass us, whatever. Just be quick to forgive, just be like, “I’m letting it go. I’m not going to hold onto it. God bless them. Moving on.” Be quick to forgive.”

Okay, I don’t know about you, but isn’t that amazing? I just, once again, Chris is one of the most amazing people and I highly recommend all you guys go buy the book and just read it for yourself, read it for a loved one, read it because it’s worth it, it’s worth understanding.

Anyway, with that said, I just wanted to come out tonight and record that before I went to bed. Hopefully it will help some of you guys in your journey. It re-reminded me, I’m going to do what Chris said, I’m going to get a list of people, I’m going to start trying to consciously do this more in my own life because I’m sure there’s things that are holding me back as well.

With that said, you guys, appreciate you all. Have an amazing night. If you got any value from this episode, do a couple of things. Number one, go buy Chris’ book, buy one for yourself, buy one for someone you love, buy it for your family, your parents, your kids, go do that. I don’t get anything for it, but it’s worth it. And then number two, if you do like this as well, screen shot the podcast app you’re using right now and go and post it on Facebook or Instagram, tag me, and then do hash tag Marketing Secrets, I’d love to see it. With that said, I will talk to you guys soon. Bye everybody.

Jan 30 2019

15mins

Play

Rank #7: The What And How

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The secret from going from zero to a million dollars is all about identifying what it is you’re selling and how you’re selling it.

On this episode Russell talks about being able to have the “What” you’re selling and “How” you’re selling it, to be able to go from $0 to $1 million. Here are some of the awesome things Russell talks about in today’s episode:

  • Why you need to be doing a webinar weekly that you can tweak and change to be able to figure out what you should be selling and how you should be selling it.
  • How to use your creativity as an entrepreneur to change things to what your customers want.
  • And why once you have figured out the “what” and “how”, making a million dollars will be fast and easy.

So listen below to find out why figuring out the “what” to sell and “how” to sell it can take you from 1 to 7 figures a year.

---Transcript---

What’s up everybody, this is Russell Brunson. I want to welcome you guys to Marketing Secrets. I hope you guys are having an amazing day today. It’s beautiful out here. I came out this morning and I hear the birds chirping, I was chasing ducks around and having a good time. I think I’m getting a little bit of a cold too, so I apologize. My nose sounds a little funny.

Today’s an exciting day because we have a FHAT event, which means I think we have 40 people coming to this event. So probably 2/3rds are my Inner Circle members, which is always fun for me. And  1/3rd of them are people who are coming, who decided at the Funnel Hacking Event…..all of our events are called the same thing, Funnel Hacking Live. Anyway, so Funnel Hacking Live.

It’ s going to be a fun 3 days. The first FHAT event, I did the whole thing myself, this time we’ll be transitioning. I’ll be doing about a third of it, a little more than a third of it. Steven is going to be doing the rest, it’s going to be fun to start seeing him take over the reins on this thing and start running with it as I’m working on some other cool things. I’m excited for this week, it’s going to be a fun one.

Also we’re making, a couple of other things, Funnel Hacker TV is going live this week. We’ve been doing a behind the scenes show for 6 episodes, so today 7 will come out. Wednesday episode number 8 will come out. Thursday we’re going to do a grand big opening for the big show, which is kind of cool.

Kevin who has been doing the behind the scenes show is actually going to be in Boise today, he’s coming to the FHAT event, so I had a chance to meet him which is really cool. Then Brandon Fischer, who’s done Funnel Hacker TV, he’s finishing up a bunch of episodes, so we’re going to start to launch that this week. Which will be cool because we just got done with book launch which means the pro’s and the cons, it’s been fun because we’re selling a lot of books and doing stuff, but it’s also kind of annoying because you’re always selling stuff. So the next few months I’m just going to give back and just be giving cool content.

We also figured out last week, this really cool way to put together the Dotcom, or the Russell Brunson Blog, plus the Marketing Secrets podcast that you’re hanging out with me right now. As well as what’s the 3rd piece of this, oh Funnel Hacker TV. So probably in a day or so, if you go to any of those domains, russellbrunson.com, funnelhacker.tv or marketingsecrets.com, you’ll get to see all 3 blogs can hook together, all in their own different journeys. It’s going to be cool that way, it’ll be faster. After you discover me and find stuff to come back be able to start diving deep into all the different things we’re publishing, so really excited for that.

I don’t even know what the best thing to share with you guys is this morning. So many cool things that we could talk about. This last week has been so cool. We’re getting pulled into some really cool things and I’m grateful for it, and I’m sure I’ll be sharing and documenting a lot of the process with you guys here, over the next few weeks, which is pretty cool.

I think the coolest thing to talk about today is, I talked about this last week during, there’s a big product launch. We spent the first 3, or 4 weeks launching the book, sold I think we’re at 56,000 copies of the book now. 54,000, something like that, which is insanely cool. And at the end of it we did this cool 7 day launch, where I basically got up on stage and I taught for 3 hours a day for 3 days, so 9 hours and it was kind of cool. Because it was….as soon as you finish a book and send it to the publisher, it’s done and out of your hands. You can jack with it or mess with it anymore. And there’s other things I wanted to add to it, looking back now.

I’m like, “Dangit, I wish I would have done this…” You know how it is. But I wasn’t allowed or able to. So it was kind of cool because those three days I got a chance to teach stuff that I wish was….that was in the book but I wanted to go deeper on. You know, stuff like that. The master Class was cool but we kind of modeled Brendon Burchard’s 7 day launch. So basically each day we show it, it would be up for 24 hours then pull it down. Show the next one and then pull it down. Show the next one and pull it down. And in the middle we made an offer, so we launched our 2 comma club coaching, which is really cool. We sold a lot of those, and then we closed it down last night at midnight. Actually I passed out, so I woke up this morning and shut it down.

I’m kind of glad I passed out because we made an extra…a lot, from the time I passed out until, we were supposed to shut it down to the time I shut it down early this morning. It was pretty cool. I hope you guys watched that process.

One of the things I talked about in there, and I’ve shared with a lot of the Inner Circle members as well. What’s the process, what are the phases in business? It’s interesting, I read books before that talk about this, but more from a business standpoint. So how to go from 1 to a million, a million to ten, ten to fifty, and fifty to a hundred. They always talk about management teams and who do you hire and all that kind of stuff, which is all good. But I’m more interested from a marketing standpoint because it changes as well. What are those different phases, how do they go?

It was kind of cool, I taught that. So I showed to go from 1 to 7 figures a year is all about figuring out what it is you’re selling and how  you’re selling it. Which is funny because most businesses never make it past a million bucks a year. It’s because they don’t know what they’re selling or how to sell it. They know what they’re selling, but they don’t know what customers want. So I call this the what and how phase. What is it you’re selling and how are you selling it?

During this time for you, as an entrepreneur, is essentially being creative. Making different things, ideas, products, businesses, offers. You’re doing a lot of stuff until you figure it out. Until you figure it out, I’m honestly like, one the things, the products, business or offer, one of them will hit and you’ll be like, “ah, this is what people want. Sweet. I got the what now. I know exactly what they want, I know how to sell it.” And then from there, that’s what I always tell our people. Focus on, create a webinar, just sell your product and then you just keep doing it week in and week out and in that time, you’re shifting the product, shifting the services, making changes. Whatever it is.

As soon as you figure that out, then boom you can start scaling it. You transition to phase number two which is going from a million to ten million. And during this time, it’s funny because I was always, I think I always fought this phase, because my fear of, I had so much fun in the creative part, of creating businesses and offers and things like that. I was afraid I was going to lose that if I started focusing on one business. It’s funny. Which I think a lot of entrepreneurs do. They fear subconsciously or consciously.. I know I feared that, and as soon as I realized it’s a creativity switch, I’m switching my creativity from launching new businesses and offers to this is my business now. I figured out the what and how, now I’m going to be focusing on how I’m going to use my creativity to make new offers and bring people in. Or how can I sell people on the back. If you’re really focused on the 3 phases to grow a business. Acquisition funnels, ascension funnels and monetization funnels. And that’s kind of the next phase.

And the 3rd phase, after you get that figured out, is you switch your creativity from new offers to….actually switch your creativity to traffic. It’s been fun because that’s kind of where I’m at. In fact, last week we had a meeting with our traffic team and I told them all, “This is now my focus, here.” We had enough offers, all the pieces are in place now for our company and we’re racing to 7, 8, 9….9 figures a year. The sprinklers are coming on. I hope I don’t get soaked. I’m outside. For those who are listening, I’m outside in my backyard, that’s why you can hear all the birds chirping.

Anyway, so I’m transitioning my focus to the traffic side. And the coolest thing about the traffic side, it doesn’t take you the entrepreneur as much. The creativity in businesses and offers is entrepreneur driven. The creativity in front end offers and back end offers is usually entrepreneur driven. The creativity in traffic a lot of times can be driven by other people, which is kind of cool. So for me, just because I’m excited I’m transitioning this phase where hopefully I’ll be able to take the foot off the creative gas and focus on the traffic stuff.

Anyway, I guess what I really wanted to share with you guys today is because I went through this again last week. We launched the 2 comma club coaching which we shut down this morning. And we shut it down, just the coaching piece of it, did just shy of 1 million, but with the rebuild we’ll pass a million. It’s cool because I figured out the what and how but I did it over a 4 day period of time. A lot of people will spend years, 2 years, 3 years.

So we started doing it and part of it, you feel. So I do the 7 day launch and I’m doing the training and it’s working, I could feel it. Okay, it’s good. Number two I did the training, but I actually did a webinar and as I did a webinar, because it’s kind of a cool thing, a teach webinar, so I showed the webinar. And the webinar happened to be pitching the thing that I was going to be selling at the end of this thing. So people had to watch me pitching them. As I was doing it, instantly I could feel, I don’t know about you, but you can feel like, “Ahhh, I did this wrong. There’s parts I did wrong.”

So I’m super aware of that so the next day I came back and I had this cool opportunity to kind of re-teach, or to show what I did in the webinar and because I was aware of it, I was like, “These are the parts that I messed up on. This is what I should have done different. When I do it in the future this is how I’ll tweak things.” And I kind of walked the audience through that, and then I was able to go back through my close again as I’m showing, teaching how to do closes and kind of re-close people.

And that day, sales started going crazy so I was like, “Cool, I figured out the how.” I’ve been kind of figuring out the what and then the how. And then that day, after we got done I was like, “Wait a minute, I think my pricing is wrong on this.” There was something weird in my gut. I just….it was the weirdest thing because I got done with the presentation and I wasn’t tired, but I felt bummed out because I didn’t quite do it right. So the third day after the whole thing was done, we sat there for like an hour talking about pricing and things like that. All the sudden I shifted and I was like, “Yes, this is the right pricing strategy.”

So we shifted it and it doesn’t really matter for you, because going through the details of the pricing strategy because that’s less important…..as much as important as, as I was doing this offer live in front of everybody for 4 or 5 or 6…when we add urgency and scarcity, it’s about 6 days from beginning to end. The whole time on the fly I was shifting things. I shifted the presentation. I shifted the offer, the price point, shift, shift, shift and all the sudden we found the sweet spot. “Yes, this is it.” And it started just going crazy.

So I’m telling everybody, what I’m telling you guys, do a webinar a week, every single week. And every single week you’re making shifts and changes. Just because, it’s not saying do the exact same webinar every single week without changing it. No, do it and then you’re like, “Okay, what was wrong? My pricing?” and you’re shifting over and over and over again and what will happen, typically for most people, the first time it’s taking them 3 or 4 weeks, maybe a month or two months of shifting and changing, shifting and changing until boom, you hit it. You figure out, this is the what and how. As soon as you figure out the what and how, boom it blows up.

But we’re able to do that live in a 6 to 8 period of time because we’re getting traffic, we’re doing stuff’s happening. We’re able to shift things fast. The better you get, the faster you get at identifying and figuring out the what and how. What you’re selling and how you’re selling it.

Because I honestly think as soon as you figure out those two things, what you are selling and how you are selling it, the what and how, I think a million dollars is fast and easy and simple. But most people never get past that. So it comes out into you throwing an offer out there, trying it and it fails. Trying it and it fails. Trying it and it fails. It’s a little better and you do it and do it and do it until all the sudden, boom, boom it hits. And you hit the right what and how and when you got that, then it just takes off.

Anyway, I hope that helps you guys, because it happened to me this weekend and we did it and shifted things in the middle of creation and that’s we’re able to close out the week so strong. Anyway, there you go you guys. The what and the how, figure that out. What are you selling and how are you selling it. You focus on that.

You know when you hit it because you’ll be able to almost instantly scale to a million bucks. Honestly. That’s how you know when you hit. Then as soon as you figure that, you hit a million, then you transition to the next phase. But for a lot of you guys, that’s the phase you’re in right now, so think about that. What are you selling, how are you selling it? Because let’s say you figure out the right product, but you don’t have the right selling mechanism, then you’re screwed right. It comes down to really identifying what are you selling. Sometimes you have really good selling mechanisms, I have a webinar, it converts, but my product sucks and it’s not growing.

You’re confused, you’re like, “It’s not growing. Why can’t I scale this thing?” It’s because you got the wrong product. You got the right selling system but the wrong product, so you gotta fix those things.

Anyway, that’s all I got you guys. With that said, I’m going to go in and get ready for the day, FHAT event’s starting. I’m going to wake up my kids, I’m excited. Appreciate you all and we’ll talk to you guys all again soon. Bye everybody.

May 22 2017

13mins

Play

Rank #8: The Secret Behind The Three Phases Of The Attractive Character...

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Hint: It starts with you, but if it ends with you, you’ll never have the impact that you actually want.

On today’s episode Russell talks about a webinar in which Kaelin Poulin will sell Clickfunnels rather than Russell. He then goes into detail of how the attractive character of Clickfunnels is evolving. Here are some of the interesting things happening in today’s episode:

  • Find out why some critics of Russell were correct when they said you can’t sell a business based on an attractive character.
  • Hear how Russell is getting passed the attractive character issue by helping it to evolve 3 levels deep.
  • And find out why Kaelin Poulin is the perfect person to pitch Clickfunnels, besides Russell.

So listen below to find out how Clickfunnels is evolving it’s attractive character.

---Transcript---

What’s up everybody? Good morning, welcome to Marketing Secrets podcast. Today is a very, very special webinar day.

Alright everyone, I’m pumped for today because today there is a webinar happening, selling Clickfunnels, and guess what? I’m not the one selling it. I’m freaking out, I’m so excited. There’s a principle inside this that I want to share with you guys that I think is groundbreaking, life changing, business evolving amazingness, so I’m excited to share with you during today’s episode.

So hopefully if you guys have read the Dotcom Secrets book, or the Expert Secrets book, or listened to me talk at all over the last decade of my life as I have been talking to entrepreneurs and sharing the most important things. One of the most important things I talk about is building out your attractive character. The attractive character is the personality of the brand that will be communicating with your audience, that builds rapport, that sells and does all those kind of things.

And it’s interesting, because the flack I get often from people who hear me talk about attractive characters like, “Oh well, if you focus your business on attractive character, you can’t ever sell your brand.” And it’s kind of annoying, but alas, those critics are all right. It is very, very difficult to sell a personality brand. It’s only been done a few times that I’ve seen and it’s hard. Because if you are the personality, it’s really hard to sell the brand.

But then on top of that, having the personality is what lets you build and scale a brand at record heights, faster than you ever could without it. So where is the middle ground here? That’s the thing.

When we were building Clickfunnels, I thought a lot about this. Someday Clickfunnels is probably going to be worth, I don’t know, a bajillion dollars or more, and maybe when I’m like 90 I want to retire and it would be cool to sell it at that point, but it’s going to hard if 90 year old Russell is the dude on the pitch videos. And they’re like, “Russell, when you die, so does Clickfunnels.” That’s not good for anybody, including me.

So I was searching, how do we do this? How do we do it? And I remember before we launched I was like, okay, we’re going to use attractive character because we know it works, and it’s going to be the fuel that launches this thing into the stratosphere. But I was like, long term it can’t just be me. It has to shift. I didn’t know how that was going to work, or I didn’t know behind it, but I was like, I know we’re going to do that. We’re going to hopefully build a community where other people become funnel experts, other people are teaching and doing this stuff, it’s not just Russell.

And I’ve noticed, as I’ve been watching, that’s happened. A lot of what’s been cool is other people are teaching and doing it. If you look at most of the industries, there chiro guru’s teaching funnels now, there’s dental guru’s teaching funnels. There’s gym owner guru’s.  It’s amazing, I love it. The more of that happening, the better for me and I love it.

But it didn’t really address the whole attractive character thing, because it wasn’t being published from headquarters, from corporate or whatever you want to call it. It’s been interesting, I think the first evolution of a business, is that you usually, or whoever that person is in your business, is the attractive character first. And that awesome, but eventually what needs to happen for you start going to the next level, is the attractive character can’t just stay with you. If it just stays with you it can’t get scalable.

So if you’ve watched over the last two or three years, you’ve probably noticed me consciously doing this, I share less and less of Russell Brunson stories, and I share more and more of the stories of our members. So our success stories, our students, they become the attractive characters, that’s the second level. So instead of me talking about Russell, I talk about Kaelin Poulin, Brandon and Kaelin. I talk about Trey Lewellen, I talk about all the different people. I’m talking about them and they become the attractive characters. My success stories become the attractive characters, they are the practical application of what I’m teaching and talking and telling about.

So that’s the next level. And then there’s a third level, that for those who have been paying attention, you’ve probably noticed me do over the last 7 or 8 months, where the attractive character is not me, and it’s not my clients, it’s the clients of my clients. So if you notice my language patterns now, when I talk about people inside the Clickfunnels community, I’m not talking about, “Brandon and Kaelin made a million bucks.” I’m talking about “Brandon and Kaelin have changed the lives of 1.3 million women. These women who struggled with weight loss their entire lives. They now are able to lose weight.” Pamela Wible who has been able to help doctors who commit suicide, and how she saves their lives, and now the doctor’s life has been saved because of whatever. I could go on and on with all these success stories.

But what’s interesting, notice my language patterns, I’m not just talking about the person. Not talking about Brandon and Kaelin making millions of dollars, because that’s good, it’s better than Russell making a million dollars, but then the second level is they’re the attractive character, they’re making millions of dollars, but the third level is talking about the success stories of their clients. That’s 3 levels deep.

So you’ll notice me, as I talk now and I teach and share and present, I’m always talking about 3 levels deep. Not my stories, not my success stories-stories, but their client’s success stories. And that’s like the third layer.

So that’s kind of what you’re looking at. How do you get to those different layers? And it’s not something that happens immediately. If you start day one talking about the success stories of your success stories, that doesn’t really work. And some businesses aren’t ever going to lean towards that, where it’s actually possible. I think they are though. Let’s say for Kaelin’s business. She’s lost weight, she’s helped other people lose weight, but then the real impact is not that her people lost weight, now they’re better wives and better mothers, now they can serve more in the community, look at all the impact that they’re having.

So it’s like, the impact of your clients is the next level. Anyway, there’s three levels deep of the attractive character. So for me, we gotta transition from Russell being the attractive character, to our students, our users, our customers being the attractive characters to the customers of our customers, are ultimately the attractive character. They are the fruits of this whole thing.

Alright, so that’s the first thing I want to talk about. Now I want to step back one level. For me now, again, for the last 3 ½ almost 4 years it’s been Russell onstage talking about Clickfunnels, Clickfunnels, Clickfunnels, and this week, today in 3 ½ hours is the first time where we’ve done this. Kaelin Poulin is doing the Funnel Hacks webinar. It’s her telling her stories, her experience, her everything, but she’s selling my product at the end. So my success story is now becoming the attractive character, which is so exciting and so cool.

And basically, I’m excited to see what she does. I gave her my slides and said, “Look, the offer has to stay the same, because it’s still the Funnel Hacks offer, that’s what we’re offering people, but you have the right to tell your own story, sell it how you would sell it.” So she’s been working for the last month and a half doing this and it’s going to be really fun to see her do it today. And if it works well, then I’m going to probably go to other one’s of my students and have them create presentations on their success stories, and then selling my offer.

And hopefully, if we do one of these a month, over the next twelve months, we could have 12 of these, or 24 over the next 2 years, or who knows how many. But now it’s like, Russell and my presentation and my story becomes one of many different ways to sell. I’m one of many attractive characters inside of Clickfunnels. And that now, makes my business very sellable. Because if Russell disappears it doesn’t matter. We have 12 other people. We have Kaelin’s presentation that’s selling people, we have so and so’s presentation. We have other people, and that’s really the excitement and the magic for me.

So I’m excited. This is the practical application of 3 ½ - 4 years of trying to brainstorm and think through how this is even possible. And I never knew until, it’s funny because I’ve told Kaelin 4 or 5 times, “Man, I wish you could be the attractive character for Clickfunnels. I wish you could be the pitch person.” And she always laughs. Then 2 months ago I was like, “Wait, what if you really were? What if we did something like this?” and we kind of put together a plan and idea, and Brandon and Kaelin were like, “Yes, we’re willing to do that.” I’m like, “That’s awesome.”

So it’s going to be good for everybody. They get royalty on all the sales that happen through this webinar funnel, and through all future sales that come through it, so it’s a huge win for them. It’s a huge win for us, it gets a different angle, different attractive character, different person out there. And they can still focus on their business long term. They spent the time to develop this presentation and they’ll get paid on it for the rest of their lives. So it’s kind of a super cool win-win.

Anyway, for you guys, start thinking about that. Start thinking about, obviously the first phase where you’re at, you need to double down on the attractive character, it’s important. Even if you’re like, you read some stupid business book where someone’s like, “If your face is the brand, you can never sell your company.” Just realize that person is not creative or unique, and they have no vision on how to actually change the world. So don’t listen to them, focus on the attractive character is important. It’s going help people have connection with you and with your brand, otherwise they’re going to be going based on features and they’re going to leave you when someone comes out with a better mousetrap.

So that’s number one. Number two then, focus on helping people have as much success as humanly possible, so you can transition to them becoming the attractive characters. And then someday, training those people on how they can actually give a presentation. One thing that was not strategic but looking back now makes me seem like I’m a genius, is we’ve taught how many hundred thousand people how to do my presentation, how to do a perfect webinar, so it’s like, there are people we’ve developed that can do that.

So find your success stories and then help them, train them to be able to give a presentation to sell your products and services through their lens, through their view. And then third, start focusing on the success stories of your success stories. That’s the third tier of this. And that’s when you’re focusing on the impact of your success stories. And that’s really the level, I think where you have to get the attractive character to really have the impact you want.  And obviously, like we said, someday if you did want to sell or step away from the business or whatever, it takes some pressure off your shoulders.

So anyway, I’m excited, I’m pumped. This is the first application of this concept and we’re going to see how it goes today with Kaelin. She’s going to crush it, she’s amazing. She’s one of the best presenters, one of the best sales people I’ve ever seen, and she’s got such a good heart. You guys have heard her story. She’s changed 1.3 million womens lives. Who does that? It’s insanely cool. Her husband Brandon is just amazing as well. I’ve never seen somebody execute as consistently and as quickly and as perfectly as him.

And it’s fun watching those two as a couple having so much success, and they deserve every minute. If anyone is ever like, “Oh they got lucky.” No, they’re insanely hard workers, insanely talented, they follow directions, they model, they’re able to put their own angles on things, their own spins, they improve everything they touch, and they are just amazing human beings. So I’m proud of them.

This is like this really cool, unique culmination of the last 3 ½ - 4 years of their story and having them come back now and pitch and present the product that was the one that made them have all the success. So it’s amazing.

Anyway, I hope you guys have an amazing day today. I cannot wait. Wish Kaelin luck, by the time you guys hear this, it will have already happened. But if you want to go see the presentation, I’m sure we’ll have a replay at ladybossmovement.com. Again, thanks for everything you guys and we’ll talk to you soon. Bye.

Jun 11 2018

12mins

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Rank #9: The #1 Destructive Behavior That You Have That's Killing Your Success

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If there is anything virtuous, lovely, of good report, or praiseworthy, we seek after these things.

On today’s episode Russell talks about the teachability index, and why most adults no longer have it after completing school. Here are some of the other awesome things in this episode:

  • Why adults are so unteachable as compared to children.
  • How Russell was able to open his mind and become teachable at a Tony Robbins event.
  • And why having a high teachability index will improve our chances for success in business.

So listen here to find out how Russell regained his teachability and has been so successful.

---Transcript---

What’s up everybody? This is Russell Brunson, today is a day that we’re going to have a Marketing Secrets rant.

Alright everybody, I’m not going to lie, I don’t rant very often, but when I do, you guys seem to like it. And today I’m feeling a little ranty. So we’re going to talk about this for a little bit, and what I want to talk about, I don’t know, I’ve talked about this in the past, we’ve called it different things. But it recently was just re-brought to my attention. And it drives me absolutely bonkers.

So what I want to talk about is a concept I learned a long time ago from a dude who is a total con artist, and scam artist, but he was a really smart guy. Most of the scam artists, and con artists are. But he talked about this concept he called teachability index, which is your ability to learn. And teachability goes up and down throughout our lives, depending on a lot of things. Depending on a lot of it, like how open we are.

So for example, when you’re kids you’re very teachable. So your teachability index is very high, because you listen to everything someone says and you soak it up. Then you go to school and your teachability index is high, you listen to everything that’s coming through to you, even if the teachers have no idea what they’re actually talking about, but you believe it because you’re in school, therefore it’s gotta be true. They can’t lie to you in schools. They can’t teach you false doctrine at school can they? But we believe it.

And then the second you get the degree, for some reason in our heads, our brains shut off and say, “I now know everything.” And all the sudden our teachability shrinks to almost nothing. And this is where most human beings you bump into in the world are at. Where they think they know everything, therefore they’re not open to anything, therefore they are stagnant and they stop growing.

I struggled with this, as most humans do, for a while. In fact, I still remember the first time I went to a Tony Robbins event. And I remember he invited me there, and I was just a marketing and sales guy who thought I was a genius and drank my own kool-aid, and believed my own bio, and I thought I was the stuff. And I’m at this event and trying to get Tony Robbins as a client, and I’m going to close him and all sorts of stuff. And Tony’s got this thing, where if you want to work with him, you’ve got to come to his events first, because he doesn’t want to work with people who haven’t experienced him because you don’t understand him and his culture and what he’s doing.

So I went to his event, and I’m sitting there and I walk in with my backpack and my laptop thinking that it was going to be a marketing style event. And anyone who’s been to a Tony Robbins event knows that you’re jumping, you’re screaming, there’s no desk, there’s no table. You’re walking on fire, it’s insane, you’re dancing, you’re giving your neighbors massages and hugs, all things that I do not like to do.

And I was just like, “Nope. No, no, no!” and Tony’s up there teaching these things and I was like, “No. Nope, that’s not true. Nope, don’t believe you. Nope.” And I remember for about 5 or 6 hours I kept doing that. And I’m looking around and everyone’s having a good time, everyone’s having fun, they’re all jumping around and I’m like, “No. Tony does not know what he’s talking about, this is not true. This is not true.” And my mind was closed to everything.

And I was sitting there listening to all this, I started noticing that every new idea or concept that came my way, I instantly shut it down as, “No. Nope, nope. No, no, no.” and it was an instant shut down. And I remember sitting there realizing that man, my teachabilty index is really, really low. Why am I saying no to all these things. He’s challenging my thoughts and my beliefs and things that I thought I were true, things that I’d been raised my whole life believing and thinking. And I kept saying no, no, no.

And I remember that I made this audible switch about 5 or 6 hours into it, I said, “I keep saying no to everything Tony’s saying, and I’m not enjoying my time, I’m not experiencing this, and I feel like I’m missing out on something.” And I remember consciously thinking, you know what? From now on, the rest of the 3 ½ days of this event, instead of saying no to everything I’m going to say, “What if.” I’m just going to experience it and see what happens.

And the next thing Tony explained, at first my instincts were like, no, no, no. And I was like, but what if. What if what he’s saying is actually true? And what was interesting is I was like, huh. If this is true, then this is pretty powerful. And then the next thing came and I’m like, what if that’s true? If that is true, then that’s pretty cool. And then what if this is true, what if this is true?

I started shifting from no, no, no, to what if. And when I shifted that thought in my head, I can attribute the last decade of my success to me changing my immediate impulse from no to what if. And it’s been interesting because in my world, and those who know my story, I’m a conservative Mormon man who likes to sell things online and I wrestle. That’s my, there’s Russell Brunson in a nutshell. If someone’s like, “Who is Russell Brunson?” That’s it.

And even within my religion, there’s a lot of things that happen, where, and I don’t believe that they’re doctrinal, but I believe they’re cultural, but there’s things that happen that people are like, “No, no, no.” And what’s cool is that because of that experience ten years ago, I don’t say no to everything anymore, I say what if. And because of that, my life has been richer, and I don’t mean money. I mean people, people that I would have said no to or would have rejected earlier in my life, because of cultural upbringings and things like that. Instead of saying no I said what if. What if this person actually is a good person? What if they’re struggling just like I am?

And I’ve shifted from no’s to what if’s and it’s opened up amazing, deep relationships all over the place. Idea’s have come to me. I went from no, no, no’s to what if, and it’s opened up this whole world that’s been amazing, it’s been life changing for me and for the people around me.

So I wanted to share that because, and I’m not going to share the exact story because the person may or may not be listening and it doesn’t really matter, it’s just the concept of someone who is great in their field, who is an amazing person, amazing at what they do, they were at Funnel Hacking Live, And they just heard somebody talking about something that they should have, especially in their field of expertise, they should have said, what if. And if they would have said what if, they would have learned and grown and been able to help their clients so much more.

But instead of saying what if, they said no. And because of that, they stopped progressing. And I think that for some reason, and you know it’s funny, there’s a word and it’s not a word I say often because most of the time I look at it like a curse word, which is funny. Some of you guys are going to laugh that this is like the worst curse word for me, but it’s the word damn. Damn is stop, and your stopping yourself. You’re literally damning yourself when you’re saying no to things.

There are things you should say no to, but I think that things should come and you should look at them and try to figure things out in your mind. Pray about it, whatever it is, but don’t just throw out everything as no all the time. Open it up and say what if, what if this was true? What if this is something that could help me? What if this crazy person onstage who has helped 300 people naturally cure cancer, what if they know something that I don’t know? What if something I can take from this, what if there’s a piece, what if there’s a nugget I can take back and use in what I do?

I look at marketing, I look at the last 15 years of me doing this business, I can count the number of friends who started 10 years ago and are still doing this business now, on one hand. The reason why, most of them, they learned it all. Their teachability index shrunk and they’re like, “I know how this works.” And they were certain, absolutely certain what they were doing, and because of that when things shifted, things changed, they fell apart.

I would say the reason I’ve been around, the reason why I have such longevity in this business, why I’m one of the few dinosaurs that have been doing this now for 15 years is because 10 years ago I had this lesson, instead of saying no I said what if. And now when new marketing ideas, new concepts, new social networks, all this stuff that’s always shifting and evolving and changing, instead of saying no I say what if. And it opens up my mind, it opens up the possibilities.

And I think for all of us, no matter what sphere of influence you are in, the worst thing you could do is to lose your teachability. To think that what you learned in school, to think that what you learned up to this point, is absolute truth, because it’s not. It’s the absolute truth of what you have right now, but there’s more out there.

You may not agree with everything someone says, like I love Tony Robbins, but I don’t agree with everything he says. But because of that, I don’t say no to everything. There’s a, for the Mormons, one of our Articles of Faith, it says, “If there is anything virtuous, lovely, of good report, or praiseworthy we seek after these things.”

So for me, it’s like I’m looking for those things. I meet Tony Robbins and I don’t agree with 100% of everything he agrees or believes or says. But if there’s anything virtuous, lovely, of good report, or praiseworthy, I seek after these things. So I’m with Tony, I experience him. I’m like, what if this is true? What if this is true? Does this fit in my view of the world and if not do I need to shift my view of the world? Or is it something that I can disagree with this piece and push it aside, but I can still get all this amazing stuff. I don’t throw the baby out with the bathwater, or whatever that expression is. I’m able to look through those things and say what if.

What is good, what is virtuous, lovely, of good report, or praiseworthy? Because I’m seeking after those things, I want them, I need them in my life. And there are all sorts of spots. Like all truth for me, is not in the Mormon church. It’s there, but I find truth from, I find so much truth from my friends that are Baptists, that are Muslims, that are Buddists, that are Atheists. I have friends that are gays and lesbians, I learned so much amazing things from. I don’t just shut all those things down, I don’t think anybody should.

It doesn’t mean I have to embrace belief’s or doctrines or things that I don’t feel comfortable with. It doesn’t mean that I have to believe everything someone’s teaching me about health or about fitness or about finances. But because I disagree with one little piece, I’m not going to shut down everything, I’m going to say what if. And I’m going to take the good and push out the bad, and from that I’m going to get a more whole picture, a more truthful picture of life in the world and the reality that we live in.

So I hope that helps somebody. I hope that helps a lot of you guys. I just hope that, and I know I’m preaching to the choir. Those who listen to this podcast, aren’t the kind of people who shut down their teachability index. You guys still have it open, you’re listening, you’re trying to learn. But maybe you’re super teachable in the marketing sphere but maybe you’re not as teachable in the thing that you actually do, in the business, in the fulfillment of the thing.

Maybe there’s other truth out there. And maybe you don’t believe all of it, but maybe there’s some that you could bring back that you could add to what you’re doing, that will make you more special, that will make you more different, that will make you more unique. And those are the things that make you more money. Those are the things that help you have the bigger impact. So look for those things. If there’s anything virtuous, lovely, of good report, or praiseworthy, we seek after these things.

Alright with that said, I’m going to bounce, you guys. We are doing a swag drop today, and we are launching the OUR funnel, so a lot of fun stuff happening in the next hour and 14 minutes that I’m looking forward to. So I’m going to head out. I appreciate you guys. If you are enjoying this podcast, please go to iTunes, rate and review it, let me know. With that said, I will talk to you guys all again soon. Bye everybody.

Jun 18 2018

11mins

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Rank #10: We Are Funnel Hackers And These Are Our Stories - Part 3 of 3

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On this episode you will hear the final part of Russell’s first presentation at last year’s Funnel Hacking Live. Here are some of the amazing things to listen for in this episode:

  • Find out what the creativity switch is and how it can help you grow your company.
  • Why the backend of your Value Ladder should never change.
  • And how you can avoid getting stressed out and overwhelmed by the surplus of information you are receiving in this presentation.

So listen here to hear the final part of this amazing presentation at Funnel Hacking Live 2018, and get excited for this year’s event coming up soon!

---Transcript---

Hey everyone, this is Russell again. Welcome back to the Marketing Secrets podcast. This is day three of three from this presentation. So this was the very first presentation I gave at last year’s Funnel Hacking Live event. I hope you’ve been enjoying it. There’s so many cool things that we cover in here and I just thought, you know what, if I want to get people excited about Funnel Hacking Live, those who are coming this year for the first time, I want to share this. And for those of you guys who don’t have your tickets yet, hopefully it will push you over the edge to realize, “Man, that was just one presentation. Can you imagine what would happen if I was there for four days?”

So if you don’t have your tickets yet, go to funnelhackinglive.com and get them. And with that said, let’s queue up the intro music and let’s jump back into the last part of my presentation. Thanks so much you guys and I will see you soon in Nashville.

Now again, the problem us entrepreneurs, if we can figure out the what and the how and make a million bucks, and then we’ll be like, “I’m bored. I need to do something.” You’re freaking out and you’re trying to create the next thing. So what I want to talk about now is the creativity switch. This is what took us to the next level, when I learned this about myself.

The thing that makes entrepreneurs great is also the thing that holds the rest of the company back at a certain level. I was the one that was able to get it to the spot, but I was the one who was hurting it. And I knew that, and I was like, “What do I do?” I wanted to create all these other things, and that’s when I figured out this next step, which is the creativity switch.

I had to shift my creativity from figuring out the what and the how to get this thing into orbit, now it’s in orbit, I have to shift my creativity or else I’m going to go insane. I shift my creativity as an entrepreneur to the next thing, which is going from 7 to 8 figures.  Now, I’ll write this down really quick. Jay Abraham, one of my mentors, he told me there are only three ways to grow a company. And at first I was like, “Nope, you are wrong. There’s tons of ways. There’s Facebook ads, there’s Twitter ads, there’s YouTube ads.”

And he’s like, “No, no, no. There’s only three ways to grow a company.” And at first I didn’t understand. And then he mapped it out and said there’s three ways. Who here knows what the three ways are? What’s number one? More customers. Okay, what’s number two, let me write this real quick, “One is more customers. Number two, getting them to spend more.” I know what it is, I just need to show you on the slide, to spend more. “Spend more money.” And then number three, who knows what number three is? “More often”.

Okay, so that’s the three things. Get more customers coming in the door, get those customers to spend more money with you, and to get them to buy more. So I always translate things into funnels. So I’m like, “Well, how do funnels do that? How does this whole thing word?” and I was like, “Wait a minute, I know how this works. More customers are acquisition funnels. Funnels that get people into the front door.” That’s it. And I’m like, “Getting people to spend more are what we call ascension funnels, gets somebody to ascend up with our side of our business. And number three, getting people to buy more often are just monetization funnels.”

I’m walking through all those things, but as soon as I saw that I was like, “Oh my gosh. I know exactly what to do. I know how to shift my creativity now to grow this company.”

If you come back here to Clickfunnels, this is, again, our value ladder, if you look at it. When we launched the company, the core funnel was in the middle, that’s where I figured out the what and the how, and we launched this thing and it was going awesome. And now it’s like, now I gotta figure out other ways to grow the company. So I started looking at this, started to say, “Okay, the webinar is working good, everything is coming in. How do I get more customers?”

And I was still doing the webinar, but I was like, “What else can I do to get more customers?” and I was like, “Wait a minute, what if I build front end acquisition funnels?” So I started building acquisition funnels. So how many of you guys, shortly after we launched Clickfunnels remember me launching this book? That guy is awesome.

So the reason why we launched this book was not because I wanted to write a book. Writing a book is horrible. Who’s ever written a book before? I’ve never given birth but I’m pretty sure it’s like comparable in pain. It’s really, really hard. So we got this first book done, and the goal of this book, like I love selling books and stuff, but the only reason I want any of you guys, I wanted anyone on earth to buy this book, I wanted them to buy this book and then read it, and to then know that they needed to get Clickfunnels, my core offer.

The whole goal of this was to acquire new customers, indoctrinate them into my way of believing and thoughts, and then ascend them up to the actual thing I’m selling. And then a little while later Russell got all panicky and stressed out again, and I was like, “I need a new funnel.” So I wrote another book, I gave birth again. It was painful, but it was awesome.

So we launched this book to acquire new customers in. So I started creating front end funnels to acquire people in, but not at first, not until after we were at a million dollars. A book funnel is probably one of the harder funnels to get to work. Most people are like, “I’m going to write a book.” And spend the next 8 years of your life trying to write a book, trying to figure out a funnel. It’s like, you should just make money now and sell something in the middle of the value ladder. Start there, and when it starts getting ad, and some people start seeing it, it starts getting more expensive to buy ads to your webinar, that’s when you come back and start creating new funnels to bring people in as customers. Does that make sense?

I didn’t write the books until my webinars were fatiguing and I needed something new to get people to raise their hand and say, “I do think I’m an expert.” I would love to figure out how to share my message with more people.” I’m like, “Cool, here’s the book to teach you how to do it, but then there’s this tool that actually you need to do it.” And they’re like, “Oh my gosh, I need Clickfunnels.” And I’m like, “yeah, you do.” And they naturally will ascend up. So acquisition funnels. If you guys look at our business, we create new acquisition funnels all the time.

I actually want to go back a step to this. One thing I want to talk about before I go too deep into this, because this has been a common mistake I’ve seen most of our people make over the last year. They create a value ladder and they start creating more and more and more things, they’re always creating more backends and more…for most of your businesses you should create one core offer (I’ve got one, clickfunnels), one backend offer, you know what that is, and then you never create anything else in the value ladder again after that. Ever. It’s done. All you should be focusing your creativity on afterwards is like, what are cool front end offers I can get to get a different set of people to raise their hand and come to me?

Last, uh, two months ago, three months ago, these are some front end offers. Again, Dotcom Secrets book, Expert Secrets book, and then a couple of months ago I was like, looking at different marketing segments that we don’t have yet and I was like, “you know what, there’s not very many network marketers using Clickfunnels. How do I get more network marketers? How do I get that segment of the world to come in and start using funnels.” They just don’t understand how it works, right. It’s the same concept I had before Expert Secrets. How do I get all these people who are thought leaders to come and start using Clickfunnels?

So I message Julie Stoian, who you guys are going to meet in two days up here. Wow, her reputation precedes her. I messaged Julie, “Hey um, I want to write a book teaching network marketers how to do this thing.” And then we sat down and I created like a six hour course, she watched the whole course, and then like two days later she gave me the book. And I was like, “That was really, really fast.”

So we put together this book and in about a week or two we’re rolling this out to the network industry, getting network marketers to understand what funnels are and they come into our world. We create new front end offers to bring people in different segments. You’ll see we also have an ecomm funnel, a book coming out, we’ve got other ones. What are different segments I want to go into and I create front end offers to get those customers and bring them in and I can go up.

So your business, again when you have your value ladder, after you create the backend of your value ladder, you should never touch it again ever. That should give you guys some freedom of, “Ah sweet. I can quit creating stuff.” If you go to a Tony Robbins event, you’ll notice from the past 20+ years his backend hasn’t changed. You read a book, you go to UPW, you go to Day with Destiny, that’s his value ladder, 20+ years.

And 20 years later he’s like, “I’m going to write a new book.” So he wrote the money book, Money Master of the Game, which brought in a whole new audience for him. And then guess what he did when they came in? Send them to UPW and send them to Day with Destiny. That’s it.

So don’t keep trying to create other things. Do it once and then it’s done and you can be like, “Oh sweet. I can relax and I don’t have to stress about this anymore.” The backend is done and now this where we shift our creativity to like, “what cool front ends can I create?” You start having fun with that. That’s where we focus our entrepreneurial creativity. So again, we moved down a step in the value ladder and started creating really fun frontends to bring people in.

So that’s number one, more customers. Number two now is how do we get these customers to spend more? These are called ascension funnels, to get somebody to ascend up. I learned this concept initially from Bill Glazer. Bill is, he was like my marketing dad or grandpa. When I got in this business I went to his mastermind group for six years and he was like, telling me how to do all sorts of stuff. And one of the coolest things I learned at GKIC back when Bill was in charge of it was this concept of ascension.

How many of you guys are GKIC members, or were back in the day when Bill was running it? Alright. A lot of you guys don’t know about it. So I’m going to walk you through their business model because it’s brilliant. They had different continuity programs. They had a GKIC gold member, which I think was $49 a month, then there was a silver member, which was like $199 a month, then there was another one like $250 a month, and there was peak performers at like $6800 a year, then there was platinum at $15k and titanium at $25k.

So that was their business. So all they focused on was customer acquisition to this $49 thing. So they would drive ads for everyone to buy this thing. As soon as you bought this thing, it was crazy. All they would do is focus on getting you to ascend from here to here. That was it. So if you were on this, if you signed up for this program, you were shifted to a different list, and they focus on ascending you from this to this. Every campaign, everything they did was getting you to move from this to this.

They do big huge events, like “Come to the event.” And they’d sell something at the event and say, “Hey, if you’re a gold member it cost $10,000. But if you’re a silver member it’s only $5. Click this button and we’ll upgrade you right now.” And they’re like, upgrade. And they got everyone to move up here.

Every product they put out the only goal was to get people to ascend. And then as soon as you ascended to silver, all the marketing shifted for you and the whole thing was about getting you to ascend to here. That was it. So the marketing would focus on ascending and then all the sudden, boom, they ascended there. And then you shift and all the marketing is focused there.

And I saw him do it for years and I watched him grow this company, all focusing on ascension. And I don’t know anybody in our world that really does that. So last year at Funnel Hacking Live, who was here last year at Funnel Hacking Live? So at Funnel Hacking Live last year was the first time I was like, how do we ascend people in Clickfunnels and so we did a presentation that some of you guys were part of called Follow up Funnels. How many of you guys saw this presentation? Nobody saw it? You saw it if you had a Confusion Soft t-shirt at the end of it. How many of you guys remember that one?

My entire goal of this presentation, of this one was to ascend people from Clickfunnels to Actionetics. That was the ascension path, right. And we moved them up right there. Right now about 20% of all Clickfunnels members have ascended up to that. Anyone need help to do the math on that? We make more from our Actionetics level than we do from Clickfunnels right now. It’s insane. I didn’t have to resell those people anything. All I did was told them, “hey, this is awesome. This is even cooler.” And I get people to step over and ascend up.

How many of you guys think I’m going to try to ascend you to some things this weekend maybe. I’d be doing you a disservice if I didn’t right. Because my goal inside of this, when someone comes in my core offer of CLickfunnels, they’re in Clickfunnels, and then as soon as they’re in Clickfunnels how do we get them using our entire platform? How do we ascend them up to Actionetics? And then people come to Clickfunnels and how else can I ascend them? I ascend them up to my backend things as well, to my higher end coaching programs, so I can serve them at a higher level. It’s all about ascension. When somebody comes in, you get a customer coming in it’s all about how do I ascend them? How do I serve them more at a higher level? What can I do? What can I create? What can of marketing? What kind of funnels can I use to ascend people up?

So we started creating ascension funnels to get people to spend more money with us, so we could serve them at a higher level. That was number two. So for me, as the entrepreneur, this is where I get to use my creativity. How can I get people to ascend up? And now I’m not focused on some new business I want to create, I’m focusing on this problem. How do I solve this? That’s the magic.

We start focusing our entrepreneurial efforts on these kinds of problems and we’re not focusing on creating new businesses, this how we started growing and scaling our company. So ascension funnels.

And the third type of funnel are Monetization funnels. How do we get people to buy more often. Okay, now the very first thing you were selling someone, your what and your how, if you read the Expert Secrets book, initially you’re always offering them an opportunity to switch. You’re switching them from some opportunity to your new opportunity. If you don’t know what I’m talking about go back and read Expert Secrets, and we’ll actually talk more about this in two days, but that’s the first thing.

Monetization funnels are what we’re doing in an opportunity switch. These are where we’re offering our audience other, different products to help them as well. So some examples, we have our software secrets product, which is a monetization funnel. We have funnel scripts, which is a monetization funnel. Funnel university, these are other things we sell our audience to help them on their journey with us. And those are monetization funnels.

So for us as entrepreneurs, when we’re going from a million to ten, this is where our focus needs to be at. It’s not creating a new offer, new business, new company. It’s how do I create front end funnels to acquire more customers? How do I create ascension funnels to get these people to ascend from this level to this level to level? And then what else does my audience need to be more successful? What else can I create to give them?

How many of you guys has Funnel Scripts made your job so much easier when you build your own funnels? Yeah, it’s insane huh. That was something we created to help people more in their journey with us. All these things are. So that’s the monetization funnels.

So if you look at the order of this. When we launched, when you’re going from zero to seven figures, you figure out your core offer first, then from there we open up our backend offer, after we build up pressure. A whole bunch of people, customers coming in, we open up the backend offer. Then we come down and start focusing on our ascension funnel, that’s where we start bringing people in.

Alright, like I said, the back of the value ladder never changes. You just create, your focus should be creating new creatives on the front end to bring more people in.

Okay, I’m going to walk you guys through some businesses of some people here in the room that you may know. The first one is Brandon and Kaelin, give them a huge round of applause. They’re over here somewhere. Kaelin’s going to be speaking with you guys here in a few minutes and I’m excited because man, their journey has been so much fun to watch, as they went from zero to a million, a million to ten, and now they’re on their journey from ten to a hundred. And it’s just, it’s awesome.

But if you look at this, if you look at their journey, if you reverse engineer this, and I’m obsessed with reverse engineering what people are doing, they followed this process to a t. When they first came out, the very first thing they launched was this program. It was a webinar they launched, I think $150 lifetime access or $30 a month. That was their first thing. Their what and their how.  And they grew this to over a million dollars before they came out with the next new thing. They built up all this pressure. The people they were serving, they were changing lives, all this was things happening. After they had this audience of people who loved and then they were like, “how else can we serve these people?” Now they open up the next thing, and they brought people in with their supplements. Boom, they launched their supplements day one and it just blew up. One of the biggest supplement companies online overnight because they built up so much pressure on their first thing.

If they had launched a supplement company first guess what would have happened? Nothing. There’s an order, there’s a sequence. They figured out their what and their how and they focused, they focused, they focused. I’ve been telling people for two years now that you need to do a live webinar every single week until you make at least a million dollars. Most people don’t. How many of you guys do that right now?

So Kaelin and Brandon said, “We’re going to do what Russell says.” They created the hashtag, dowhatrussellsays, and she started doing a webinar every single week, every single week, every single week. I think she did thirty or forty webinars live before she ever tried to automate it. You figure out the what and the how.

The reason why I tell people that, do it live, is because that’s going to help you figure out the what and the how. Your audience will tell you. You’ll feel it, they’ll give you feedback and you’ll make the tweaks and the changes you need to do.

So they did that, launched their supplement and afterwards they launched their coaching. So if you look at their value ladder, the front end, figure out the what and the how, they sold that. After someone buys that they ascend up to supplements, then from there they ascend them up to coaching.

Alex and Layla, where you guys at? You guys will have a chance to hear from them tomorrow, I don’t remember when, in a day or two. So I’ll tell you more of their story later. But Alex and Layla literally launched their new company in April and you may have noticed they stood up when we did the Two Comma Club X awards. From zero to ten million dollars since April, insane. I still don’t know how they did that, that’s gotta be a record.

But if you look at their funnel, same thing. They figured out their what and the how, people bought this. They built up pressure and they released the next thing. And that’s the whole game.

Figure out the what and the how, build up pressure, release the next thing. And they haven’t even gone to the point where they had to build new front end funnels. They’ve just been killing it with this so much right now. Look at their value ladder, they aren’t even on step number three yet. They got the what, the core offer, the what and the how figured out, built up pressure, launched the next thing, monetized it, and someday I’m going to get Alex to build a frontend or a webinar or something and it’s going to be amazing. He said, “No.’

Anyway, like I said, there’s 17+ other stories just like these that I want you to understand, sitting here in this room with you. The path and the process is the same. Understand that.

Again, we’re going to come back to the creativity switch. Step number one going from zero to a million is figuring out the what and the how. You transition your creativity as an entrepreneur to figure out ascension, acquisition, and monetization funnels. If you’re not in that spot yet, don’t stress about this at all. Like, “I know Russell did something really fancy there, but I’m not ready for that. I’m focusing on the what and the how.” For those of you guys who are there, it’s like, “Okay, that’s my focus. That’s where I need to be focusing all my creative energy.”

And after you go from there, then the third phase of going from ten million to a hundred million, this is where I’m focusing all my effort at right now, is this piece right now. And it’s focusing on getting mass traffic. Now, I’m not going to spend a ton of time during this presentation right now, going through the traffic part of this. But my creativity right now is focused on what kind of ads can I make that are insane that are going to get more people to raise their hand on all sorts of platforms?

Here’s a couple of them that you guys may have seen. This is one we did on Instagram the other day, “Hey, this is Russell Brunson. My new book Expert Secrets is literally on fire. Get your free copy by swiping up right now. Swipe up to get your copy of the Expert Secrets book. Quick, it’s on fire, you get a free copy. Just cover shipping and handling and we’ll mail one out to you.”

So if anyone ever lights a book on fire, this is what we learned, first off, you can’t just light a book on fire, it doesn’t burn. Second off, you have to douse it with gasoline, but if you douse it with gasoline while you’re holding it and then you light it on fire, the flames will come down to your arm. I learned that, that night. That’s why I’m like, “Ahh, ahh, ahh.” And we did videos like this for Facebook, YouTube, all these videos of books burning. It was horrible. Number three, when you burn books on ads, people complain in the comments, so you shouldn’t burn books on ads. So we learned a lot of fun things.

But here I’m like, this is what I do with my creative energy. Like, how can we sell more books? Let’s light one on fire. Or the other day I was walking past our, in our office we have potato guns because that’s kind of the whole beginning story. So I found a potato gun and we had this big mud pit behind our office and Dave was like, “Let’s go take the jeep out.” So we spin the jeep in the mud, I got a potato gun and then we found the prospector, we had this big cardboard cutout of the prospector. I was like, “Oh my gosh, I got an idea for an ad.” Five seconds later we’re set up and this is the ad that came from that one.

“Hey, my name is Russell Brunson and I’m a potato gun expert. (Thud) and I just finished my new book called Expert Secrets. Expert Secrets tells you how you can become an expert in anything. I’ve done it with potato guns, I’ve done it with other things as well. Inside the Expert Secrets book I tell a story about how I started my entire business as a potato gun expert. I was making DVDs teaching people how to make potato guns, how to shoot them, it was a ton of fun. And I turned that little idea, that hobby into a career. And you can do the same thing with the things that you’re good at.

“What are you good at? What are you passionate about? What do you have opinions on? What do you have a lot of advice about? What is something that you love, that you’re an expert at, that you can share with the world? Just like I made money selling potato gun DVDs, now I make money teaching people how to market their businesses, you can make money with your passion, your idea, and the way to do that is all included here inside the Expert Secrets book.

“Now I have pre-bought a whole bunch of copies of this, if you want you can go to Amazon.com, go order it from there, you’ll see tons and tons of five star reviews, or if you want, you can get a free copy. All you gotta do is go to expertsecrets.com, I already bought the book, if you cover a tiny shipping and handling fee, I will ship you out your very own copy, then you can read this book and find out how to find your message, how to build your tribe, and how to make a whole bunch of money teaching people whatever it is that you’re amazing at.

“Now, this book has literally helped hundreds and hundreds of people around the world to take their passion, their talents, their ideas, their hobbies, their advice and turn it into a full time business. And you can do the same thing as well. All you gotta do is go to expertsecrets.com, get your free copy there and you’ll also see all the other bonuses and other cool stuff I’m going to give you as well, when you go and get your free copy. So now is the time, wherever you’re at watfching this, on Facebook or YouTube, wherever you’re watching this, stop what you’re doing and go to expertsecrets.com and get your free copy. I will ship this out and this will teach you how to take your ideas and turn it into a business.

“Thanks so much, again my name is Russell Brunson and I cannot wait for you to get your first copy of the Expert Secrets book.”

You’d think as you go from zero to a million, a million to ten, and ten to a hundred you’d get more mature, but I think it’s the opposite. Because now it’s like, literally we’re thinking, anyway, the weirdest things possible.

But that’s the focus, as an entrepreneur, when you get to that point you don’t need more offers. There’s a point where you have enough offers, your value ladder is in place. Now it’s like, what can I do to promote this more? All my creative energy has been focusing on new ads, new ad types, new platforms, new things like that, and the last phase in here. Going from ten to a hundred million is that.

I’m going to be doing another presentation here in a little over an hour, it’s called Conversation Domination. I’m going to go deeper into some traffic stuff. I’m not going to touch it too much right now. But this is the fun part, I’m just focusing….You’ll be able to tell when I do these presentations, this is where most of my focus is at right now, and it’s a lot of fun.

So I wanted to come back to this. This is the vision I want you guys to understand over the next three days. Because I know that with so much stuff happening, some of you guys are going to feel overwhelmed. But if you understand, this is the vision of where you’re going, you don’t have to stress about the overwhelm.

Okay, you look at this and say, “Okay look, zero to a million. This is the category I’m in, all I’m going to focus on is the what and the how, the what and the how. For every presentation I here, I’m going to listen for how does this company figure out what it is I’m selling and how I’m selling it.” And I want you to stress about, think about that.

In that process, if you look at in that first circle that little triangle, that’s from the Expert secrets book, in fact, my next two presenters who are going to be speaking are going to be talking about this part. Because going from zero to a million, a lot of it is figuring out the what and the how, but a lot of it is figuring out yourself too. If you’re the one selling the product, how do you build your following? How do, yourself as an expert, how do you position yourself, how do you put yourself out there in a way that’s a lot of times not very comfortable, but in a way that’s going to attract people to you?

So the next two presentations are going to be going deep into that. But every presentation for you guys, if that’s the phase you’re in, just think about that, the what and the how, the what and the how. That’s the key for you guys going from where you are today to Two Comma Club. That’s it.

Now for those of you guys who are in the Two Comma Club and you’re like, “Sweet, I want more.” You should be focusing on all the different funnel types, like, “Okay, there’s this one and this one, what should I do to acquire more customers and those kind of things?” And those who are growing beyond that, you’re focusing on all the traffic presentations, how to scale your traffic and get more and more people in.

But that’s what I want to explain, because I know that so many of us, especially as our community as a whole has been growing. It’s been fun watching, if you look at four years ago, the first Funnel Hacking Live event, if I would have said, “How many people here are making over a million dollars?” It was like one or two people. Now we’re at like almost 300. If you look at 17 at ten and it just keeps growing and scaling, it’s so much fun. And I think as a community, as a whole, we’re all growing together.

But I want everyone to understand, this is the vision, this is where you should be focusing, this is what you should be doing, because I don’t want you guys focusing on eight and nine figure creativity problems if you don’t have your what and your how figured out. And visa versa.

You focus on where you’re at, built that piece out, figure it out, and then you can switch and again, the market will tell you when you’re ready to make the switches and the transitions.

Okay, to end this presentation I want to come back and I want to show you the video I showed you at the very beginning, one more time because, two reasons. Number one, after I watched it, I watched it like 30 times more, and it’s really fun so I’m going to show it again. And number two I want you guys, as you’re listening to it, to understand that this video is talking about you. We’re not normal, you guys know that, right?

Most people don’t wake up in the morning, figuring out how can I change the world? How can I sell more products, how can I serve more people? That’s not a normal thing. Most people wake up in the morning, they’re depressed, they’re tired, they go to work, they’re miserable, they come home again, they’re miserable. Most people don’t spend all their extra time, energy, and money flying to here to hear people talking about selling stuff through funnels, for crying out loud. You guys are different and that’s good.

So I want to show you guys the video one more time, and let’s watch it. “Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes, the ones who see things differently, they’re not fond of rules, and they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them, about the only thing you can’t do is ignore them, because they change things. They push the human race forward. And while some might see them as the crazy ones, we see genius, because the people who are crazy enough to think that they can change the world, are the ones who do.”

Jan 28 2019

25mins

Play

Rank #11: The Secret To Getting Anybody To Do Anything You Want

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The real secret to winning this game is SO simple, most of you are missing it.

On this episode Russell talks about receiving a card in the mail asking to be on a podcast, and why that offer wasn’t irresistible enough. Here are some of the other things he talks about on today’s episode:

  • What was missing from the card asking Russell to be on a podcast, making him throw it away.
  • Why you should always look at what is in it for your customer, or date or whatever, in order to make what you’re proposing impossible to refuse.
  • And how you make something you create more valuable than someone’s time or money, so they will trade you for it.

So listen here to find out why a card sent in the mail wasn’t irresistible enough, and how that person could have made it impossible for Russell to turn down.

---Transcript---

Good morning, good morning everybody. This is Russell Brunson and welcome to the Marketing Secrets podcast.

Hey everyone, so I’m officially back from Kenya, crazy, and it feels so good to be home. It’s so nice. It was so much fun to see my kiddos last night and this morning, we hung out. And I’m heading to the office late today, I’m not going to spend too much time there, just kind of planning and prepping for next week because next week is when world domination begins, it’s also when my diet begins, it’s also when my diet begins and my new workout regimen, and my new trainer and a whole bunch of other stuff. It’s like a rebirth, I’m excited.

The one thing I’m bummed out about though, I filmed all the story for the Kenya trip. I brought my camera, I filmed everything, I was really proud of it, for Funnel Hacker TV. I thought it was going to turn into three or four episodes, going to be amazing. And I left the SD card in the tent in the middle of nowhere. I totally want to cry. I keep calling them to see if they can find it, they haven’t been able to so far. So you may or not be able to see my entire trip. So cross your fingers that someone will find it. I want to cry.

Anyway, I do have something to share with you guys today that I think would be valuable. So we got home and we’re going through all the stuff and envelopes and packages and junk and everything and I got a card from somebody in the mail. And it was handwritten, and somehow the person had found my personal address, which is kind of creepy. But they put forth the effort, and they wrote me a letter, and like I said, it was handwritten, they said, “Hey Russell, I want you on my podcast, and it’s only going to take 7 minutes. Let me know if you’re in.”

And I read that and I gave it to my wife and I was like, “What do you think about this?” And she was like, “I don’t know, sounds good.”  And I said, if you notice that in this card he was basically telling me the benefit to him. Like, “Hey I really want you to be on my podcast.” That’s a benefit for him, he did give me one benefit, it was it would only take 7 minutes of my time. But he didn’t talk about what was in it for me. And I want everyone to understand this, when you’re asking people for anything, this is when you’re trying to sell something, trying to ask a girl on a date, whatever it is you’re trying to do, you always have to create an offer.

And the offer, I don’t know if I’ve talked about this on the podcast before, but when I was first getting started, there was an acronym called WIIFM, what’s in it for me. So whenever I’m pitching someone on something, I’m not telling them what’s in it for me, I’m telling them what’s in it for them. I want the customer, or the person saying, what’s in it for me.

So if I was going to pitch Russell on a podcast, I wouldn’t say, ‘hey, this will only take 7 minutes, it’s going to be amazing to have you on my podcast.’ Because all you’re really doing is pitching the benefits of yourself of having me on your podcast. You gotta start thinking about, what’s the offer I’m creating Russell for him to take the time out of his day to be on my podcast.

And again, this is true if you’re asking someone to be on a podcast, an interview, asking a girl on a date, asking a boy on a date, I don’t know, now days that happens I guess. Asking somebody for me,  it’s always about what’s in it for them. WIIFM. Thinking about that from their perspective. What’s in it for me? What’s in it for me? What is it that is in it for them?

So I would say, “Russell, I got a podcast right now, I’ve got x amount of listeners, my people are entrepreneurs that are obsessed with this thing, a lot of them know who you are, but I want to get deeper so they can understand who you are better. And if you decide to do this podcast, these are the things I’m going to do to help promote it and make sure that the time you spend isn’t a waste. Number one, the first thing I’m going to do….” And start creating an offer, right.

“The first thing I’m going to do, the podcast will only take 7 minutes, so it’s not going to take a ton of your time. So it will be really, really fast. Number two, after it’s done, I’m going to spend up to $2000 promoting this on Facebook to make sure that everybody hears the podcast, gets to listen to you. Number three, is my entire customer list. Maybe it’s not huge right now, but I’m going to go and I’m going to do a big promotion for anybody who listens to the podcast to get a free copy of your book. In fact, I would love to buy a hundred copies of your book that I could just giveaway to my listeners. Number four, I know you are a big believer in OUR, it’s a charity that you believe in, what I’ll also do is, in the podcast episode I’m going to tell everyone to go to ourfilm.org, they can watch the documentary you created so it can spread that mission. And number five, I’ll also promote that to my entire email list so they can understand about that.

“That way you only spend 7 minutes of your time, and what’s going to happen is you’re going to sell a bunch of books, you’re going to get your message about OUR out there to the world, and blah, blah, blah.”

So now it’s like, holy cow look at the benefit for me. Look at all these things he’s going to do for me in exchange for my 7 minutes of time. That would have gotten me to take the card to my office, hand it to Melanie and say, “Hey can you book this card.” Instead I looked at it and I kind of smiled, and I put it into the trash. So hopefully the person who sent this is listening to it because it’s a good idea for them. But for all of you guys, I want you thinking about that.

When you’re asking somebody for something, and it doesn’t matter how small it seems to you. Seven minutes may seem like a small thing for you, but for me, I mean I literally bill our time out at $10,000 a hour right now to be on the phone with me. So 7 minutes is never 7 minutes either. You know, there’s going to be 10-15 minutes of prep time, I have to stop whatever I’m doing to do this thing. So I mean it’s almost 15, 20, maybe 30 minutes of swing time for me to do a 7 minute interview. So if I was to sell that, it’d be $5000 or more. So it’s like I gotta make at least $5000 worth of value for Russell, for him to take this time out to go and do the thing.

So start thinking about that every single time you’re asking somebody for anything. It’s just coming back and realizing, I need to make an offer, I need to make an irresistible offer, even though it seems like 7 minutes is not that big of a deal, it’s huge for Russell, or it’s huge for whoever it is you’re promoting or pitching on whatever the thing is you want to do. So start thinking about that you guys.

It’s the same skill if you’re asking an affiliate, if you’re asking for an interview, if you’re asking a customer, we need to become better at creating irresistible offers. I’m going to preach that over and over and over again. In fact, we’re working on a challenge, initially it was going to be called the one comma club challenge, but I think we’re changing it to the one funnel away challenge. We’re going to be working with you guys to get your first thousand bucks, or to get you to the first million, whatever the next funnel away is that you’re looking for, for your business. So that’s the focus.

But the majority of what that thing is going to be is teaching you guys how to create irresistible offers. So for you guys, start thinking about every single aspect of your life. If I was going to ask a girl on a date, I’m not going to be like, “Hey do you want to go on a date with me?” Because now it’s like, I gotta create an irresistible offer and say, “I don’t know if you know but there’s a really cool band that’s coming in town and they’re one of my favorite bands in the world, and there’s a concert. And I actually got front row tickets to the concert, I’d love to have you come. And what we’ll do, before we go to the concert, we’ll go get sushi…. What’s your favorite food? Sushi? Cool, we’ll go get sushi, then we’re going to go to the concert. After the concert a bunch of us are hiking up this mountain and we’re going to watch the sunset or the sunrise or something, it’s going to be amazing and afterwards I’ll take you home. Or we’re going to have an early morning breakfast.” Or whatever.

I’m going to create a really good offer, because then it’s like, the person I’m asking on a date is not saying, ‘okay do I want to spend the night with this person or not?” they’re saying, ‘holy cow, if I spend the night with person, look at the benefits that come back to me. What’s in it for me?” That’s what your prospect is always saying no matter what the offer is, no matter what the pitch is, no matter if you are pitching a date, pitching a promotion, pitching an interview, pitching a sell, pitching a mastermind, pitching a seminar, pitching whatever it is, they’re always thinking, what’s in it for me?

So you have to make that so irresistible. How do you create, how do you make a stack slide? Go back to Expert Secrets, study the stack slide section, making a stack slide for everything, literally everything you guys. When I want to go to a movie, I don’t call my friends like, “Hey, do you want to go to see the new Avengers?” I’m like, “Hey guys, this is the deal, the Avengers, opening night tonight. I’m going to go, and I’m bringing four other people that are awesome, but we’re all going to go together and we’re going to hit dinner before we go, then we’re going to watch the movie and then we’re going to eat.” So I pitch them, I create an offer for them so that it’s not just a product, not just a transaction. I’m trying to make it where the thing I’m offering them is so much more valuable than what I’m asking in return. So they have to say yes.

Always you guys, if you start understanding this in business, in marketing, in sales, in everything, you’re entire goal is just make the thing that you are asking them so much more valuable than the thing you’re trying to get in return. If it’s money, if it’s time, if it’s whatever. Make the thing you’re offering them so much more valuable than what you’re asking in return that they have to say yes. That’s it. That’s the big secret. That’s it, there’s nothing bigger than that. That’s it.

People have a value of their money, you have to create something that’s more valuable than their money, and they’ll give you their money, they’ll trade you. That’s it. If you want their time you have to create something more valuable than their time, and you trade it. And that’s the game. It’s a really fun game, I hope you guys enjoy this game.

Anyway, I’m at the office, I’m going to go play for a few hours, get some stuff prepped and ready for the week, and then I’m going to head back home and play with my kids and we are going to have the time of our lives, if I’m not sound asleep. I think it’s like 8:00 pm Kenya time so my brain is still a little bit slow. So it might take a minute to, take a couple days to get back to it. But it will be fun.

I appreciate you all, thanks for listening. And if you haven’t yet, go to marketingsecrets.com/blackbook, go get the Black book. Julie Stoian on my team, she went through 500+ episodes of this podcast, found the 99 that she thought were the best, and rewrote them into little 500 word chapters, kind of explaining the core concepts and giving you direct links back to those episodes if you want to go deeper on it. It’s free, it’s a pdf, I think it’s 3 or 400 pages, I don’t know. 200-300 pages. We spent a ton of time, ton of effort, ton of money getting these created for you and I think you’re going to love this. Go to marketingsecrets.com/blackbook, go and get it, you will love it. And with that said, appreciate you all, have an amazing day, and we’ll talk to you soon. Bye everybody.

Aug 03 2018

10mins

Play

Rank #12: An Instagram Hack...

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One way to make sure you are posting stuff that people will actually engage with.

On today’s episode Russell shares an Instagram hack from the upcoming Traffic Secrets book. Here are a few fun things from this episode:

  • Find out how Instagram rewards those who do what they want them to do.
  • Listen to an example of Russell using Instagram in a way that gets rewarded.
  • And as a bonus, find out how Russell blocks out his calendar from most important to least important priorities.

So listen here to get an inside look at Traffic Secrets with this awesome Instagram hack.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets podcast. Today I’ve got a glimpse for you, then I’ve got an idea for you, and that’s kind of the game plan. So it should be kind of fun.

Alright everybody, I hope everyone’s having a great time out there. I am madly doing the rewrite right now of the Dotcom Secrets book, which is taking way longer than I thought. I thought it was going to be me just tweaking some stuff, maybe adding some things here and there, but in the first two chapters I added 9000 words so far, so it’s basically going to be a brand new book. So for any of you guys who, when you buy the box set, you’ll find a lot of surprises in there. I hope you like the new updates because I’m putting in insane amounts of time on them. Maybe that’s a dumb idea, but I’m really excited for it. So it’s coming soon to a box set, book trilogy near you, which will be awesome.

So I’ve got basically 7 days to finish the Dotcom Secrets book, and then move over to the Expert Secrets book, I think I have two weeks for that. And then I’m done writing books forever, until the next book. But yeah.

Anyway, so what I want to do right now, is in the Traffic Secrets book, one of the things I talk about is figuring out who your dream 100 is and then going onto the platform you want to have success with, and then you look and see what the dream 100 are currently doing. What are they doing that has put them in front of the algorithm? Because Facebook, or Instagram, or YouTube or whatever, they’re always testing things and trying things out, and then they reward people who do things the way that they want them to.

So if you look at who’s winning, who’s showing up in Facebook or Instagram, or what posts are getting the most engagement or feedback, which ones are being shared? Start looking for things, start looking for the pattern, start seeing, “Oh, that’s what Facebook right now is rewarding people for. That’s the behavior they want us to do.” That’s how the algorithms work, they figure out what behavior they want you to do, and then they reward those who kind of sync up with that, and that’s how you beat the algorithms.

So recently, it’s been fun, I don’t even know who the first one was that I saw, but I saw one or two people who started posting on Instagram these really cool short form Q&A where someone would ask a question and then the guru on the page would answer the question. And if you look a thing on the thumbnail, it looks like a side by side, you see the two faces, both of them are just holding up a phone. Someone asks a question so you see, for example, I’ve done a bunch of them now and they’re really fun. Someone texts me a question and it’s got the video there, and so you see my face frozen, when their video ends, then mine starts talking and I answer the question.

Anyway, they’re pretty cool. I’ve been getting insane, really high engagement as I’m doing more and more of them. So I’m sharing that with you guys just as a hint. Go to my instagram if you haven’t yet. Go to Instagram.com/RussellBrunson and look for those. You’ll see probably 5 or 6 of them so far. But look and notice how many comments they get, how many likes they get, and start looking for other people who are doing that. This game is all about looking at what’s working and then modeling it. That style for whatever reason, is working really, really good. So I’m doing it, and you guys should be doing it as well.

So there’s the first idea I wanted to share with you guys, is that one. The second one is, I just got a question today, and I responded back to it. The question was basically about, “If you want to be successful in life, we know you have to have daily structures and routines. So how do you do that?” So I’m going to play the audio of my response because I want you guys to hear it because I thought it turned out pretty good, I think. I don’t know. Hopefully you like it. But it kind of shows you guys how I block out my day and my time to get things done. And then when we come back I’m going to have a challenge for you. Okay, so I’m going to queue up the audio from my video right now, and I’ll be right back.

Hey what’s up Allie, great to hear from you. So I’m doing this video from here because I want you to see right here my 5 amazing children. And I’m showing those guys because a lot of what you’re talking about with the daily structure and things like that, is all based around them. It’s funny, most of us get  into business because we want freedom, and then we start having success, and we get significance from it, and it’s so much fun. But then obsessed our entire lives, becomes a business, especially for me at this level, it gets harder and harder. You know, there’s so many demands that are coming on you. So for me, I started with what’s the most important thing to me, which are these 5 humans right here.

And I said, okay I need to block out time for them that’s like sacred time, that nobody else can interfere with. So every single morning from 7 until 9 is kid time. That’s when I wake up in the morning, tickling them, getting them out of bed, I’m getting them ready for school, driving them to school, dropping them off, going back and forth, and it’s crazy right. So that time is sacred.

Right now my two oldest, the twins Bowen and Dallin right there, they are in wrestling, so from 3 until 5:30 every day I block out time that I go to wrestling practice  to be there present while they’re wrestling. Yesterday Aiden started his first wrestling practice which was 6 until 7:30, so that’s blocked out. So the first thing is I block out from my calendar all the sacred times of the things that are the most important. Then I block out until 9:00 because 9:00 is the time to help kids get into bed, all that kind of stuff. Then from like 9 to 11 my wife and I have sacred time.

So that’s like, those are non-negotiable, that time is blocked out and reserved for the most important people. And then I start sitting down and saying what are my goals? One of my goals right now is I want to hit 10% body fat by the end of the year. So I was like, okay if I’m going to do that I’ve got to block out the time to do it. So I went back to my calendar, I was like okay, when am I going to work out? Is it in the morning? Is it at night? Is it before 7:00 starts? Is it after the kids go to bed? And I blocked out that time.

Then you go to my business goals, do that. I know I’m rewriting right now the Dotcom Secrets and the Expert Secrets books. I’ve got to block out 3 or 4 hours a day to be able to do that. So I just take my calendar and look at the priorities and block out the most important priority first, that becomes sacred time. Then I’m like, what’s my next priority? And I block it out, and I keep doing that until the calendar is filled. And then literally, I just come in and I work off of my calendar.

I have a system. I’m like, “Melanie, what’s the plan today?” She’s like, “Here’s all your calendar. You’ve got this, this, this, this and this.” And I go and I do those things. So for me, that’s kind of what it is. And it’s something that’s always changing because like wrestling season soon for the boys will be done right. Ellie just finished soccer season. When her soccer season comes back in, then I make that time and move things around. So it’s a fluid thing where every month or two I’m sitting back down and re-figuring out my priorities and my biggest goals, I re-dedicate out sacred time for the kids, for the family, things like that, and then I move other things around, figure out what my goals are now, and block them in.

And for me, having a goal is great, but if you don’t have the structure of here’s the hours in the day you’re going to go accomplish that goal, it never actually happens. So I’m very big at figuring out what it is you want, and then blocking out that time inside the calendar so you can make you get it done, as well as everything else you’re trying to get done. So that’s how I do it. I hope that helps. And for everybody who’s listening, don’t forget my favorite quote, “No success can compensate for failure in the home.” So no matter how successful you are, make sure the first thing you do is block out time with your wife, your spouse, your kids, significant others, whatever it is for you, because that time you can never get back and it’s the most important. All the other success things we do are just fun to keep our minds busy while we’re waiting for them to get out of school. So that’s all I got. I hope you’re doing good, and we’ll talk soon.

Alright, welcome back. So there’s how I answer my questions. So I’ve got a test for you guys. I want you guys to actually, because this isn’t just a listening exercise like most of my podcasts, I’m going to make you guys go do something. So I actually want you to go to Instagram. I’m going to do it with you right now. Go to instagram.com/RussellBrunson, it’s all one word, Russellbrunson. Or open your Instagram app, which is even smarter, and just open Instagram and I want you to go to my thing, make sure you’re following me , if you’re not yet, go click on the follow button so you’re following me. As of right now there are 577,000 people following me. I want to be over a million because all the cool kids have a million, so if you could go subscribe that would be super cool.

Anyway, I want you to scroll down, and there’s a bunch of them that I’ve done that way. As I’m scrolling there, I see one right here where the title at the top says being focused is overrated. If I scroll down a little bit more I see one that says, what do you do when you’re feeling alone. Scroll down a little bit more I see one that says, why you should surround yourself with the right people.

But start looking for these. Scroll down and look for them, I want you guys to see the model. And then as you’re scrolling through my instagram feed, notice all the different things. We are always testing all sorts of different things on Instagram, just like you guys should as well. And I don’t care if it’s instagram or whatever platform you’re on, we’re testing different things. So notice all the tests I’m doing. I’m doing tests of these little quote cards that look like somebody tweeted something. I’m doing pictures with my family, pictures where I’m in Kenya, just cartoons, and if you notice, hover over those things and see how many are liking, how many people are commenting, what’s happening.

And right now, instagram is funny because engagement is literally dying. Back a month ago I was getting 10,000 hearts on every single picture I post. Now it’s between 1 and 3 thousand. But what’s cool about it is if you scroll over these, or you look at them, you’ll see which ones are getting the most, the most like, hearts, and the most comments. And that’s our judge. We’re literally just throwing out hooks, testing different things and seeing what happens, seeing which ones get more likes and hearts and then the ones that have the most success, we do more of that.

So the same thing is true for you. You can do it yourself, just start posting stuff, or just go look at mine, go look at people you model and you follow, and look at the style of what they’re doing, and see which ones are the ones getting the highest engagement, and then you’re like, oh my gosh, this one’s getting the highest engagement, that’s the kind of thing I should be modeling, when I’m doing my post, my things like that.

So there’s some funnel hacking from the Traffic Secrets book to kind of share with you guys. And that’s just me doing it here on Instagram, but the same thing is true on any of the platforms. Go play with it, go test it, and have some fun. I hope that helps and I hope this gives you some ideas for some cool content you can post on Instagram or other channels of your own as well. And with that said, I’ve got to get back to writing the Dotcom Secrets book, so thanks again for listening and I’ll talk to you guys all again soon. Bye everybody.

Oct 23 2019

10mins

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Rank #13: ClickFunnels Startup Story - Part 1 of 4

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Listen in as Andrew Warner from Mixergy interviews Russell on the ClickFunnels startup story!

On today’s episode you will hear part 1 of 4 of Russell’s interview with Andrew Warner about the Clickfunnels start up story. Here are some of the awesome things you will hear in this part of the story:

  • Find out how and why Russell got started with online marketing in the first place.
  • Hear from Collette why she didn’t consider Russell a loser, even though he had no job and she was working 2 jobs to support him.
  • And see how after Russell’s company had reached over 100 employees, the whole thing came crashing down.

So listen here to hear the beginnings of Russell’s role as entrepreneur, and how he has been able to overcome many of the obstacles thrown his way.

---Transcript---

Good morning everybody, this is Russell Brunson. I want to welcome you back to the Marketing Secrets podcast. And you guys are in for a very special treat over the next four episodes. My guess is I’m going to be at Funnel Hacking Live when you’re listening to these, so I wanted to pre-load you up with some amazing-ness. So let me give you some context on what’s going to happen, and why you should be so excited.

Alright so, my favorite podcast, other than mine of course, that all of you guys should be subscribed to is called Mixergy. Andrew Warner is the guy who runs Mixergy podcast and I love that podcast because of Andrew. He is my favorite interviewer. If you look at how a lot of people do interview podcasts, they ask questions and I don’t know, I’ve suffered from this in the past as well. I’m not a good interviewer, at least not now. I’d like to learn how to do that skill, but I’m not a great interviewer.

And most people who do podcasts with interviews aren’t like great interviewers, but Andrew is like the best interviewer I’ve ever seen. The way he asks questions, how deep he goes and the research he does before the interviews, and all sorts of stuff.

Anyway, I love his style, love how he does it so what’s cool, I’ve actually been on the show twice in the past. And the first time, I don’t even, sorry, the second time, he totally caught me off guard. I remember he asked me some questions and I didn’t really know and I responded and he told me after, he told me live on the interview that he doesn’t edit his interviews. He was like, “Well, that was the worst answer you’ve ever given.” I was like, “Oh, thanks.” Anyway, it just totally caught me off guard, but it was cool the way that he just like kind of holds your feet to the fire.

So a little while ago I thought, I want to tell the Clickfunnels startup story. But I didn’t want me to just to tell it, I wanted someone who would tell it from a different angle, who would ask the questions that I think people would want to know and do it in a really cool way.

So I called Andrew and I’m like, “Hey, I’ve been wanting to do this thing, and I want to do an event around it. Would you be interested.” And he was like, luckily he said yes. So it’s funny, Andrew’s famous, I think I might have talked about this in the interview too, but he’s famous for these scotch nights he does, and as a Mormon I don’t drink so I can’t go to his scotch nights. So when we planned this interview, we planned it in Provo, Utah at this place called the Dry Bar Comedy Club. So a dry bar is a bar with no alcohol.

So it was kind of a funny thing. We brought those two things, my world and his world together in this one spot to a dry bar, and told the Clickfunnels startup story. And it was cool, ahead of time he did so much research. He interviewed people who love me, people who hated me, he interviewed our old business partners who are no longer part of the business. He did everything and then he came and I told him, “Everything’s, you can ask me any question you want. Nothing, no holds barred, feel free to do whatever you want.”

So we did the interview and it was about two hours long, and I loved it. I think it turned out amazing. And I hope you guys like it too. So I’ll tell you some of the details about the Clickfunnels startup story. How we built what we did, what happened, the ups, the downs, the negatives, the positives. He brings a couple of people up onstage to tell their parts of the story. Anyway, I really hope you enjoy it.

So what we’re going to do, I’m going to have each episode over the next four episodes be about thirty minutes long so you can listen to them in pieces. I hope iyou enjoy them, I hope you love them. And if you do, please, please, please take a screen shot of your phone when you’re listening to it, and go post it on Instagram or Facebook and tag me. And then do hashtag marketing secrets and hopefully that will get more people to listen to the podcast. And then please, if you haven’t yet, go rate and review, which would be amazing.

So with that said, I’m going to queue up the theme song and when we come back we will start immediately into part one of four of the Dry Bar Comedy Club Interview.

Keith Yacky: Clickfunnels has changed a lot of our lives. We all have an origin story. Mine was something similar to, I set up my website on GoDaddy and things were going great. And then Dave Woodward was like, “Dude, you need Clickfunnels.” I’m like, “I don’t need a Clickfunnel. I don’t even know what a Clickfunnel is.” And he’s like, “No, seriously man. This is going to totally change your business.” I’m like, “Bro, I have GoDaddy. They have a commercial on the Super Bowl, Clickfunnels doesn’t. But when they do, I’ll do it.”

Well, boy was I wrong. I changed over and it absolutely changed our business and changed our lives. So thank you for that, Dave. But here’s the thing, in every industry there’s somebody that comes along that really disrupts the industry, that really changes it, and that really does something amazing for that industry. And as we all, why we’re here, we know that person is Russell Brunson. And he has changed a lot of our lives. So before I bring him up here, they have asked me to ask you to make sure you don’t do any live recording of this next interview, because the gloves are coming off and they want to be able to present it to the world. You can do little Instagram clips if you’d like, like 15 second ones and tag them. My understanding is the best hashtag and the best clip, gets a date with Drew. I don’t know, that’s just what they told me. So blame them.

But with that, again, no videoing, and let us just absolutely take the roof off this place as we bring up our beloved Russell Brunson. Give it up guys.

Russell: Alright, well thanks for coming you guys. This is so cool. I’m excited to be here. So a couple of real quick things before we get started. For all of you guys who know, who came to be part of this, we had you all donate a little bit of money towards Operation Underground Railroad, and I’m really excited because Melanie told me right before I got here the total of how much money we raised from this little event for them. So I think the final number was a little over $13,000 was raised for Operation Underground Railroad. So thank you guys for your continued support with them.

Just to put that in perspective, that’s enough money to save about 5 children from sex slavery. So it’s a big deal and a life changing thing, so it’s pretty special. So I’m grateful for you guys donating money to come here. And hopefully you’ve had a good time so far. Has it been fun?

I really want to tuck my shirt in now, I’m feeling kind of awkward. No it’s been awesome.

Okay so what we’re going to do now, I want to introduce the person who’s going to be doing the interview tonight. And it’s somebody I’m really excited to have here. In fact, I met him for the first time like an hour ago, in person. But I want to tell kind of the reason why I wanted him to do this, and why we’re all here. And I’m grateful he said yes, and was willing to come out here and kind of do this.

So Andrew runs a podcast called Mixergy. How many of you guys in here are Mixergy listeners? Mixergy is my favorite podcast, I love it. He’s interviewed thousands of people about their startup stories and about how they started their businesses. And it’s really cool because he brings in entrepreneurs and he tells, gets them to tell their stories.

But what’s unique about what Andrew does that’s fascinating, the way he interviews people is completely different, it’s unique. I listen to a lot of podcasts and I don’t like a lot of interview shows because a lot of them are just kind of high level. Everyone you listen to with Andrew, he gets really, really deep. The other fun thing is he doesn’t edit his interviews. So there was one interview, I’ll tease him about this right now. But I was listening to it on my headphones, and him and the guest got in kind of an argument and a fight and then it just ended and they aired it. I was like, “I can’t believe you aired that, it was amazing.”

And then I was on his podcast a little while later, and he asked me some questions that I couldn’t quite understand perfectly, so I was trying to respond the best I could and kind of fumbled through it. And instead of letting me off the hook, his response was, “Man Russell, that was probably the worst answer I’ve ever heard you give in any interview ever.” And I was like, “Oh my gosh.”

So I’m excited for tonight because I told it was like no holds barred and he could ask me anything he wants about the ups of Clickfunnels, the downs of Clickfunnels and anything else, and it’s going to be a lot of fun.

So I’m excited to have him here. So with that said, let’s put our hands together for Mr. Andrew Warner.

Andrew Warner: I think my mic is right over here. Thank you everyone, thanks Russell for having me here. Most people will contact me after I interview them and say, “Could you please not air the interview?” And you actually had me back here to do it in person. And you were so nice, you even got us this room here. Check this out, they set us up, they’re so nice at Clickfunnels. They said, “Andrew, you’re staying here, we’re going to put you and your family up the night before in a room.” My wife was so good, look that’s her journaling. My kids were playing around, sleeping in the same, sleeping together, enjoying themselves.

And then I went to call somebody who was basically let go from Clickfunnels. And my wife goes, “Andrew, why do you have to do that? That’s not why they invited you here.” And I said, “I do know Russell. I know the team. They actually did invite me to really help get to the story of how Clickfunnels started, how it built up.” And the reason I was up calling people, understanding the story is because I want to make it meaningful for you.

I’ve talked to a lot of you as you were coming in here, you want to know how they got here, what worked for Clickfunnels, what would work for us. So that’s my goal here, to spend the time understanding by interviewing you about how you did it.

So I want to go way back to a guy a few of you might recognize, and I know you would, and ask you what drew you to this guy when you were younger?

Russell: Don Lepre

Clip: “One tiny classified ad in the newspaper that makes just 30-40 dollars profit in a week, it could make you a fortune, because the secret is learning how to take that one tiny classified that just made 30-40 dollars profit in a week, and to realize that you could now take that same exact ad and place it in up to 3,000 other newspapers around the country….”

Russell: I’m having nostalgia right now. So this is the story of that, I was 12, 13 years old, something like that, and I was watching the news with my dad. And usually he’s like, “Go to bed Russell.” And he didn’t that night and then the news got over and I think he thought I was asleep and Mash came on. So Mash started playing and then it got over, and then this infomercial showed up. And I’m laying there on the couch watching Don Lepre talk about tiny classified ads, I was totally freaking out and I jumped up and begged my dad to buy it and he said no. And I was like, “Are you kidding? Did you not listen to what he said?” Did you guys just hear that? That was a good pitch huh? It’s really good. I love a good pitch. It is so good.

So I went and asked my dad if I could earn the money. So I went and mowed lawns and earned the money and ordered the kit and I still have the original books to this day.

Andrew: Were you disappointed? I bought it too. It was the dream of being able to do it.

Russell: That’s why I like you so much, that’s amazing.

Andrew: And it’s just, all he sent you was a bunch of paper guides with how to buy ads, right. Were you disappointed when you got that?

Russell: No, I was excited. I think for me because the vision was cast, it was like, he said right there word for word, you make 40 dollars a newspaper, and if you’re disappointed, but he put that same ad in 3,000 newspapers, imagine that. So I had the vision of that, I think the only thing I was disappointed in, I didn’t have any money to actually buy an ad. And that was more like, I can’t actually do it now.

Andrew: You are a champion wrestler and then you got here. Is your wife here?

Russell: My beautiful wife right here, Collette.

Andrew: Hey Collette. And your dad had a conversation with you about money, what did he say?

Russell: So up to that point my dad had supported me, and I figured he would the rest of my life, I think. I don’t know. So I was 21 almost 22 at this time, I was wrestling so I couldn’t get a job because I was wrestling all the time. Then I met Collette, fell in love with her and then I called my parents and I was like, “Hey, I’m going to marry her. I’m going propose to her and everything.” Expecting them to be like, “Sweet, that’ll be awesome.” And my mom was all excited, I’m not going to lie.

But then my dad was like, “Just so you know if you get married, you have to be a man now. You have to support yourself.” And I was like, “I don’t know how to do that, I’m wrestling.” And he’s like, “Well, I’m not going to keep paying for you to do it.” I’m like, “But I literally got the ring. I have, I can’t not propose now.” So that was kind of the thing.

So it was interesting because about that time there was another infomercial, there’s the pattern, about I can’t remember exactly the name of the company, but they were doing an event at the local Holiday inn that was like, “Hey, you’re going to build websites and make money.” And it was like the night or two days after I told my dad this and he was like, “you’re in trouble.” And all the sudden I saw that, so I was like, there’s the answer.

So I’m at the holiday in two days later, sitting in the room, hearing the pitch, signing up for stuff I shouldn’t have bought. There’s the pattern.

Andrew: Did you feel like a loser getting married at 22 and still counting on your dad for money? Did you feel like you were marrying a loser?

Russell: Actually, this is a sad story because she actually, my roommate at the time, she actually asked him, “Do you think he’s going to be able to support me in the future?” and he was like, “Yeah, I think so.” I’m like, I didn’t know this until later. I don’t think I felt like a loser, but I definitely was nervous, like oh my gosh. Because my whole identity at that point in my life was I was a wrestler and if that was to disappear…I couldn’t have that disappear. So I was like, I have to figure out something. There’s gotta be some way to do both.

Andrew: To both what? To be a wrestler and make money from some infomercial?

Russell: I didn’t know that was going to be the path, but yeah.

Andrew: But you knew you were going to do something. What did you think that was going to be?

Russell: I wasn’t sure. When I went to the event, they were selling these time share books and you could buy resale rights to them, so I was like, oh. And I remember back, because I remembered the Don Lepre stuff, so I was like, maybe I could buy classified ads and sell these things. And then I was at the event and they were talking about websites, and that was the first thing I’d heard about websites. And they’re talking about Google and the beginnings of this whole internet thing.

So I was like, I can do that. It made all logical sense to me, I just didn’t know how to do it. I just knew that that was going to be the only path because if I had to get a job I wouldn’t be able to wrestle. So I was like, I have to figure out something that’s not going to be a 40 hour thing because I’m spending that time wrestling and going to school. So I had to figure out the best of how to do both.

Andrew: And you obviously found it. My goal today is to go through this process of finding it. But let me skip ahead a little bit. What is this website?

Russell: Oh man, alright. This is actually, the back story behind this is there was a guy named Vince James who wrote a book called the Twelve Month Millionaire. And if anybody’s got that book, it’s fat like a phone book. It’s a huge book. I read and I was like, this book’s amazing. And at the time I was an affiliate marketer, so I had a little bit, maybe a thousand people on my list. So I called up Vince and I was like, “Hey, can I interview you about the book and then I’ll use that as a tool to sell more copies of your book?” and he was like, “Sure.”

So he jumped on the phone with me on a Saturday and he spent 3 hours letting me interview with any questions I had. And I got to the end of it and I still had a ton of questions and he’s like, “Well come back next week and do it again.” So I interviewed him for 6 hours about it. And then we used that to sell some copies of his book and then it just sat there, probably for 2 or 3 years as I was trying different ideas, different businesses and things like that.

But every time I would talk to people I would tell them about this interview. I’m like, “I interviewed this guy who made a hundred million dollars through direct mail.” And everyone wanted to hear the interview, everybody asked me for it. So one day I was like, “Let’s just make that the product.” And we put it up here and this was the very first funnel we had that did over a million dollars, my first Two Comma Club funnel.

Andrew: A million dollars. Do you remember what that felt like?

Russell: It was amazing because it was funny back then. There were people, a few people who were making a lot of money online that I was watching and just idolizing everything they’d do. I was trying to model what they were doing. And I’d had little wins, you know $10,000 here, $15,000 here, but this was by far the first one that just hit. Everyone was so excited.

Andrew: How’d you celebrate?

Russell: I don’t even remember how we celebrated.

Andrew: You married a winner after all. I mean really. Do you remember what you guys did to celebrate? No.

Russell: I don’t even remember. (audience responding, inaudible) It was in my list. That’s a good question.

Andrew: It’ll come up, that list is going to come up in a second too. You ended up creating Clickfunnels. How much revenue are you guys doing now, 2018?

Russell: 2018 we’ll pass over a hundred million dollars, this year.

Andrew:  A hundred million dollars, wowee. How far have you come?

Russell: Like when did we start?

Andrew: Today revenue, as of today, October 2018?

Russell: Oh this year? Oh from the beginning of time until now?

Andrew: No, no I mean I want to know, you’re going to do a hundred million dollars, are you at 10 and you’re hoping to get….

Russell: These guys know better than me, do you know exactly where we’re at right now? 83 million for the year.

Andrew: 83! I love that Dave knows that right, so I want to know how you got to that. I went through your site, pages and pages that look like this. It’s like long form sales letters. I asked my assistant to take pictures, she said, “This is, I can’t do it, it’s too many.” Look at this guys. I asked him to help me figure out what he did. He created this list, this is not the full list, look at this. Every blue line is him finding an old archive of a page he created. It goes on and on like this. How long did it take you to put that together?

Russell: It was probably 5 or 6 hours just to find all the pages.

Andrew: 5 or 6 hours you spent to find these images to help me tell the story. Years and years of doing this, a lot of failure, what amazes me is you didn’t feel jaded and let down after Don Lepre sold you that stuff. You didn’t feel jaded and let down and say, ‘This whole make money thing is a failure.’ After, and we’re going to talk about some of your failures, you just kept going with that same smile, the same eagerness.

Alright, let’s start with the very first business. What’s this one? This is called…

Russell: Sublime Net. How many of you guys remember Sublime Net out there?

Andrew: You guys remember this? Anyone remember it. You do?

Russell: John does. So actually this is the first business for the first website I bought. I was so proud of it, and I spent, I don’t know, I wanted to sell software so I was like, ‘what could I name my company?” So I figured out Exciting Software. So I went to buy Exciteware.com, but it wasn’t for sale. So I bought Exciteware.net and Collette was working at the time and she came home and I was so excited, I’m like, “We got our first website. We’re going to be rich.”

And I told her the name, I was like, “It’s Exciteware.net.” and she looked at me with this look like, she’s like, “Are you selling underwear, what is the…lingerie?” I’m like, “No, it’s software.” And she’s like, “You can’t, I’m not going to tell my mom that you bought that. You gotta think of another name.” I’m like, “Crap.” So that was the next best name I came up with was Sublime Net. Like the band Sublime. That was it.

Andrew: And I was going to ask you what it was, but it was lots of different things. Every screenshot on there is a whole other business under the same name. What are the businesses? Do you remember?

Russell: There was website hosting, there was affiliates sites, there were, I can’t even remember now, trying to remember. Everything I could think of, resell rights….

Andrew: Lots of different things. How did you do, how well did you do?

Russell: Never anything, very little. I remember the first thing I ever sold was an affiliate product, I made $20 on it through my Paypal account, because I remember that night, I do remember I celebrated. We went out to dinner and I had a Paypal credit card, and we bought dinner with $20 and then the guy refunded the next day. It was so sad. But I was proud that I had made money.

Andrew: How did you support yourself while this was not working?

Russell: I didn’t. My beautiful wife did, she had 2 jobs at the time to support me while I was wrestling and doing these things. She was the one who made it possible to gamble and risk and try crazy things.

Andrew: Can I put you on the spot and ask you to just come over here and just tell me about this period and what you felt at the time? Is that, I know you don’t love being onstage, Russell is good with it, but I know you don’t love it. If you don’t mind, I’m just going to go with one more story and then I’ll come back to you. You cool with it? Good, she seems a little nervous. Actually, wait. Let’s see if we can get her right now. Oh you are, okay.

Russell: Everyone, this is Collette, my beautiful wife.

Andrew: Do you want to use his mic?

Collette: Sure.

Russell: She’s so mad at me right now.

Collette: I wanted to come to this, who knew?

Andrew: You are like his, he’s so proud that he had no venture funding. But you are like his first investor.

Russell: That is true.

Collette: Yes, I’ll be his first investor.

Andrew: Can you hold the mic a little closer. How did you know he wasn’t a loser? No job, he’s wrestling, he’s buying infomercial stuff that doesn’t go anywhere. We know he did well, so we’re not insulting him now, but what did you see in him back then that let you say, ‘I’m going to work extra hard and pay for what he’s not doing?’

Collette: What did I see in him? It was actually his energy, his spirit, because I’m not going to lie, it was kind of not love at first site, we had, we were geeko’s, do you know what I mean? Shopped at the Goodwill, in baggy pants and tshirts, I don’t know. But it was the person who just was always positive and we had the same goals.

Andrew: That’s the thing I noticed too, the positivity. When these businesses fail, we’re showing the few on the screen, it’s easy to look back and go, ‘ha ha, I did this and it was interesting.’ But at the time, what was the bounce back like when things didn’t work out? When the world basically said, you know what as sales people, when they don’t buy your stuff it’s like they don’t buy you. When the world basically said, ‘we don’t like you. We don’t like what you’ve created.’ What was the bounce back like? Hard?

Collette: No, because I come from a hard working family. So I work hard. So you just work hard to make it work.

Andrew: And he’s just an eternal optimistic, and you’re an eternal optimist too, like genuinely, really?

Collette: Yeah, I guess. It works.

Andrew: His dad said, ‘No more money. You had to cut up your credit cards too.’

Collette: Yeah.

Andrew: What was, how did you cut up your credit cards. What was that day like?

Collette: Hard. Yeah hard. Those that don’t know, I’m a little bit older than Russell. So I’ve always had this little bit of independency to go do and buy and do these things, and then all the sudden I’m like, step back sista! You gotta take care of this young man, so we can get to where we’re at. Anyway, but now…

Andrew: Now things are good?

Collette: Now things are amazing.

Andrew: Alright, give her a big round of applause. Thanks for coming up here. These businesses did okay, and then you started something that I never heard about, but look at this. I’m going to zoom in on a section of the Google doc you sent me. This is the call center. The call center got to how many employees? 100?

Russell: We had about 60 full time sales people, 20 full time coaches, and about 20 people doing the marketing and sales, so about 100 people in the whole company, yeah.

Andrew: 100 people doing what kind of call center, what kind of work?

Russell: So what we would do, we would sell free CDs and things like that online, free CDs, free books, free whatever, and then when someone would buy it we’d call them on the phone, and then we’d offer them high end coaching.

Andrew: And this was you getting customers, how?

Russell: Man, back then it was pre-facebook. So a lot of it was Google, it was email lists, it was anything we could figure out to drive traffic, all sorts of weird stuff.

Andrew: And then people come in, get a free CD, sign up for coaching, and then you had to hire people and teach them how to coach? How did you do that.

Russell: Yeah, that was the hard thing. When we first started doing it, I was just doing the coaching. People would come in and we had a little, Brent and some of you guys remember the little offices we had, and we’d bring people in and we were so proud of our little office. And they’d come in and we’d teach them for 2 or 3 days, teach an event for them, and then as it got bigger it was harder and harder for me to do that. So eventually, and a lot of people didn’t want to come to Boise. I love Boise, but it’s really hard to get to.

So people would sign up for coaching, and then they’d never show up to Boise and then a year later they’d want their money back. So we’re like, we have to get something where they’re getting fulfilled whether they showed up to Boise or now. So we started doing phone coaching, and at first it was me, and then it was me and a couple other people, and then we started training more coaches, and that’s kind of how it started.

It was one of those things though, at  first it was just like 5 or 6 of us in a room doing it, and it worked and so then the next logical thing is, we should go from 5 people to 10 to 20 and next thing you know, we wake up with 100 people. I’m like, what are we doing? We’re little kids, it scares me that I’m in charge of all these people’s livelihood, but that’s kind of where it was at and it got kind of scary for me.

Andrew: Sometimes I wonder if I’m hiding behind interviewing because I’m afraid to stand up and say, ‘here’s what I want. Here’s what I think we need to do. Here’s how the world should be.’ So I’m amazed that even back then, after having a few businesses that didn’t really work out, you were comfortable enough to say, ‘Come to my office, I’m going to teach you. I’ve got it figured out.’ When you hadn’t.  How did you get yourself comfortable, and what made you feel comfortable about being able to say, ‘I could teach these people. Come to my office.’ Who call up, who then become my coaches, who then have to teach other people?

Russell: I think for me it was like, when I first started learning the online stuff and entrepreneurship, I think most people feel this, it’s so exciting you want to tell everybody about it. So I’m telling my friends and my family and nobody cares at first. And you’re like, I have to share this gift I’ve figured out, it’s amazing. And nobody cares.

And then the first time somebody cares, and you just dump on them, you want to show it to them. So I hadn’t made tons of money, but I had a lot of these little websites that had done, $30 grand, $50 grand, $100 grand. So for me it was like, if I can show these people, I know what that did for me, it gave me the spark to want to do the next one and the next one. So for me it was like I want to share this because I feel like I figured it out. So that was the thing coming in. We weren’t teaching people how to build a hundred million dollar company, but we’re like, “Hey, you can quit your job. You can make 2 or 3 thousand dollars a month, you can quit your job, and this is how I did it. This is the process.” So that’s what we were showing people. Just the foundation of how we did it, and we showed other people, because they cared and it was exciting to share it with other people.

Andrew: Is Whitney here? There she is. I met her as she was coming in. I wanted to get to know why people were coming to watch this, what they wanted to hear from you. And Whitney was asking about the difficult period, the why. I’m wondering the same thing that she and I were talking about, which is why put yourself through this? You could have gotten a job, you could have done okay, why put yourself through the risk of hiring people, the eventual as we’ll see, closing of the company, what was your motivation? What was the goal? Why did you want to do it?

Russell: I think it shifts throughout time. I think most entrepreneurs when they first get started, it’s because of money. They’re like, ‘I want to make money.’ And then you get that and then really quick, that doesn’t last very long. And then it’s like, then for me it was like, I want to share that with other people. And then when other people get it, there’s something about that aha moment where you’re like, oh my gosh they got it. They got what I was saying. And that for me was like the next level, the next high. It was just like, ah, I love that.

And back then we had some success stories coming through, but now days, it’s like the bigger success stories come through and that’s what drives it on. That is the fascinating part. That’s why we keep, because most software company owners don’t keep creating books, and courses and inter….but when people have the aha, oh my gosh, that’s the best for me.

Andrew: That’s the thing, you get the high of the thing that you wanted when you were growing up, that you wanted someone to show it to you, and if you could then genuinely give it them, not like Don Lepre. But Don Lepre plus actual results, that’s what fires you up.

Russell: That does fire me up. That’s amazing.

Andrew: What happened? Why did that close down?

Russell: Oh man, a lot of things. A lot of bad mistakes, a lot of first time growing a company stuff that I didn’t, again, we just woke up one day it felt like, and we were in this huge office, huge overhead, and about that time, it was 99, 2000 something like that, and there was the merchant account that me and most of the people doing internet marketing at the time, we all used the same merchant account, and they got hit by Visa and Mastercard, so they freaked out and shut down. I think it ended up being 4 or 5 merchant accounts overnight, and we had 9 different merchant accounts with that company, and all of them got shut down instantly.

I remember because everything was fine, we were going through the day and it was like 1:00 in the afternoon on a Friday. They came in like, “None of the, the cards won’t process.” And I’m like, couldn’t figure out why they weren’t processing. We tried to call the company and no one’s answering at the company. Finally we get someone on the phone and they’re like, “Yep, you got shut down along with all the other scammers.” And then she hung up on me.

And I was like, I don’t know what to do right now. I’ve got 100+ people and payroll is not small, and we didn’t have a ton of cash in the bank, it was more of a cash flow business. And Collette actually just left town that night, and she was gone. I remember Avatar just came out, and everyone was going to the movie Avatar that night, and I remember sitting there during the longest movie of all time, and I don’t remember anything other than the sick feeling in my stomach. I was texting everyone I know, trying to see if anyone knew what to do. And everyone was like, “We got shut down too.” “We got shut down.” Everyone got shut down. And we couldn’t figure out anything.

So we came back the next day and I called everyone up, and actually kind of a funny side story, I had just met Tony Robbins a little prior, earlier to this. So that night I was laying in bed, it was like 4 in the morning, and my phone rings and I look at it and it was Tony Robbins’ assistant. And I pick it up and he’s like, “Hey, is there any way you can be in Vegas in three hours? There’s a plane from Boise to Vegas and Tony wants you to speak at this event. It’s starting in three hours. You need to be on stage in three hours.”

I’m sitting here like, my whole world just collapsed, I’m laying in bed sick to my stomach and I’m like, “I don’t think I can. I have to figure this thing out.” And then he tells Tony, and they call me back. “Tony says if your business is…if you can’t make it, don’t show up. You’re fine.” So I didn’t go and then the next morning I woke up and there was a message on my phone that I’d missed. I passed out and I woke up and it was a message from Tony. And he was like, “Hey man, I know that you care about your customers, you care about things. I don’t know the whole situation, but worst case scenario, if you need help let me know, and we can absorb you into Robbins research or whatever and you can be one of my companies, and that way if you want, we can protect you.”

And I heard that and I was like, “Okay, that’s the worst case scenario, I get to work with Tony Robbins? That’s the worst case scenario.” So then I called up everyone on my team and I was like, “Okay guys, we gotta try to figure out how to save this.” And Brent and John and everyone, we came back to my house and I was like, “Okay, what ideas do we got?” And we just sat there for the next 5 or 6 hours trying to figure stuff out.

And then we went to work, and I wish I could say that everything turned around, but it was the next probably 2 or 3 years of us firing 30 people, firing 20 people, closing things down, moving down offices. Just shrinking for a long, long time, until the peak of it, it was about a year after that moment, and we were in an event in Vegas trying to figure out how to save stuff, and I got an email from my dad who was helping with the books at the time, and he said, “Hey, I got really bad news for you. I looked through the books and it turns out your assistant who is supposed to be doing payroll taxes, hadn’t paid payroll in over a year. You owe the IRS $170,000 and if you don’t pay this, you’re probably going to go to jail.”

And I was like, every penny I’d earned to that point was gone. Everything was done and we’d lost everything and I was just like, I don’t know how to fight this battle, but if I don’t fight it I go to jail apparently. And I remember that’s a really crappy feeling. Brent, some of you guys are reliving this with me right now, I know. I remember going back that night, laying in bed and I was just like, “I wish I had a boss that could fire me, because I don’t know what to do, how to do it.” And that was kind of, that was definitely the lowest spot for me.

Andrew: And you stuck with him? Wow, yeah.

Feb 20 2019

33mins

Play

Rank #14: The Top Marketing Secrets From My Inner Circle (Part 1 of 2)

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On this very special, two part episode Russell asks his inner circle to weigh in on the biggest marketing secrets they have learned over the past decade. You will hear from the following people on part one:

  • Peng Joon
  • Andrew Argue
  • Rachel Pedersen
  • Joshua Latimer
  • Pedro Adao
  • Jayme Amos
  • Jaime Cross
  • Annie Grace
  • Alison J Prince
  • Ryan Lee
  • Stacey Martino
  • Bart Miller
  • Julie Stoian

So listen here to get this amazing, valuable marketing advice from some of the top marketers out there right now.

---Transcript---

Hey, what’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets podcast. Alright, I’ve got a special treat for you guys over the next two episodes. So the new year started and New Year’s Day I was sitting, we had my family up at the penthouse and we were just hanging out and relaxing and you know, I relax for about 30 seconds, then my brain starts thinking, what’s the next, what’s the plans for this year, what are we going to do?

And I started thinking, you know, we know this was the end of a decade, and a new decade is starting. And I just started thinking about over the last 10 years, what are the biggest takeaways, what are the biggest aha’s and things like that, that I’ve had in my business? And then all the sudden this idea hit me, look, I know the things that, the big aha’s that I’ve had. And I’ve been, I talk about them on the podcast all the time. But I was like, I’ve got this amazing inner circle group of entrepreneurs who have been working with me for the last 5 or 6 years. Each of them paid, in the beginning it was $25,000 a year, towards the end it was $50,000 a year to be part of the program.

And we had 100 entrepreneurs in it and I was like, you know these guys have been around me for a long time, they’ve been in the trenches, they’ve been doing this in their businesses. I thought how much fun it would be to hear what their biggest marketing secret was, their biggest takeaway that they got themselves over the last decade in their businesses. So I have a Voxer group that has all my inner circle members and I Voxed them and said, “Hey, just curious what’s your number one takeaway, what’s the biggest marketing secret that you’ve gotten over the last decade in your business that’s helped the most? If you guys could voxer back the responses to that, that’d be awesome.”

And from that I got, I think almost 20 people sent back responses and they were amazing. So I thought how much fun to turn that into two episodes. So we’ve got two episodes for you guys that are going to be revealing the top marketing secrets from my inner circle members. And each one’s got a different thing. I told them to try to keep them under 3 minutes, some people were, had a lot of brevity and did it in less than a minute, others struggled and got in 3 to 4 minutes. But each one had a unique idea, a unique piece of gold for you. So I’m really excited for these next two episodes.

And it’s interesting, as you listen to them, I’ve been teaching this stuff for the last decade and a half and there’s tons of things we teach and that we talk about and brainstorm about, mastermind about, and it’s interesting looking at each person, even though all of them have built huge 7 and 8 figure businesses, each of them had a different thing that was the big marketing secret, the thing that knocked down the big domino for them. And you’ll see some things amongst the inner circle members, other people they’re completely different things. But as a whole it was fascinating just to see what they’re all, what each of their biggest takeaways were.

So what I’m going to do is this episode and the next episode we’re just going to play through those, each one is 3 to 5 minutes long, giving their marketing secret. Most of them followed the instructions and said their name and their website url, so we would have those. Some of them didn’t, so the people who didn’t state their names, I’ll jump in ahead of time and let you know who they are, and then we’ll plug in their thing. So with that said, I’m going to queue up the theme song and when we come back, we will start with the first marketing secret from my inner circle members.

Peng Joon: This is Peng Joon and my biggest marketing secret that I learned from the last decade is that every given moment in time, we are building 5 different assets. And in marketing the first asset that we will ever build is the social asset. This is basically the stuff that will sit on social media forever. Many times when people don’t have the clarity as to why they’re creating that technical video on YouTube, why they are doing that Facebook re-targeting ad, why they’re documenting what it is that they’re doing. The reason for that is because they don’t know that this is step number one, they’re creating this social asset that can be fed into step number two, which is the digital asset.

This is where you build the funnel, you build up the sales process, you build up something that will live on forever, in order to sell the course, the book, the consulting. And the question you gotta ask yourself is, “How can you take what you’re already doing in your life, the presentations, the life event, the consulting, the coaching sessions, how can you document them so that it can be turned into the digital asset that will work for you forever?”

So for example, the keynote that I did at Funnel Hacking Live, I did that presentation once, but I turned that into a book, into a recurring that lives on, and is going to live on for a really long time to come. And the whole purpose of that, number two is to then move onto number three in order to create a proprietary asset. This is basically the infrastructure, the tribe, the community, if you think about what makes Apple Apple, if Samsung came up with something that was 3x better, with more features, half the price, chances are I’m not going to shift. Why? Because I’m locked in. I’m locked in and I’m thinking about the inconvenience. I’m thinking about the iTunes, I’m thinking about all of my files backed up in the cloud.

Same thing for Clickfunnels. Even if there were 200 different competitors, even if somebody came up with better features or lower pricing, I’m not going to switch. Why? Because of the tribe, because of the community, because of the good will Russell, you have given to me in the last decade. That’s what locks people in, and it’s something that I’m thinking about all the time. And that brings us to number four. Number four is creating of systems assets. This is the SOP’s, the Trello boards. This is why I document what I’m doing on YouTube, Instagram, the steps on social media. Why? Because I’m constantly working on removing myself from the business so that I can work on the business and not in the business.

And finally, that is all pushed to number 5, the capital asset. Understanding that ultimately why I’m building all these things is to build up capital. This could be office space, this could be property, things that generate positive cash flow, which then can be used back to step number 1, which is to fill social asset. And when you have this big picture, as to understanding why it is that you do what it is that you do, you’ll be able to have the big picture and have clarity on every, what you work on every single day.

Andrew Argue: Hey it’s Andrew Argue from Accountingtax.com and I wanted to share my biggest marketing secret that I learned in the decade. And you know, I was kind of struggling coming up with this because I actually learned pretty much everything I know about marketing in the last decade, because I’m not really a marketer, I’m an accountant by trade. But when I think about the biggest thing I learned, that made the biggest difference, you know, a lot of times when people are doing marketing, they’re doing something that looks good, or something that feels good and they’re putting it out there, and it’s like a brochure maybe, or maybe like a Facebook ad, and they don’t really know exactly what the return on it is.

So myself being an accountant, when I first started doing marketing I really had no idea what I was doing until I finally started actually calculating out what specifically what I was getting for what I was doing. So I would look, “Okay, what is my cost per click?” so what was the cost per click for somebody to come to my website? And I would know that number. And I started looking, “Well some of these people are coming to the landing page and then they’re opting in, what percentage of those people are opting in? That’s my landing page conversion rate.”

So I would look at my cost per click. Let’s say my cost per click was $4, and then let’s say that only 10% of people were opting in, so that means my cost per lead was $40. Then I’d say, “Okay I spent x amount of dollars on Facebook or Google or something…” and I was getting leads for $40. Okay well then, where were those leads going, they were going next stage to book an appointment. And what’s my cost per appointment? Only 10% of people that became a lead booked an appointment. So that means $400 was my cost per appointment. And then how many people would I close?

And I think until I really put those kind of metrics, the cost per click, landing page conversion rate, cost per lead, conversion from opt in to appointment, and the cost per sale, until I really put those metrics on it, I just never really felt confident in doing more marketing or spending more money, because I just didn’t really know what I was getting.

So I mean, I learned so many things on the art and how it all works. I mean, obviously Russell’s done a tremendous job teaching me a bunch of different things about marketing, hook, story, offer, a ton of different things. But I really never felt comfortable to pull the trigger, and now we probably spent 6-7 million dollars on advertising over the last few years alone. So that’s probably the biggest thing I learned in the decade, hope that’s helpful.

Rachel Pedersen: I’m Rachel Pedersen, the founder of the Viral Touch digital marketing agency and Social Media United, the leading online training for social media managers.  Now I haven’t been in entrepreneurship for a decade yet, but over the last decade I definitely learned a lot about social media and attention spans. We’re in a time where technically speaking, attention spans are at an all time low. Or at least, that’s what we’re being told.

The interesting thing that most people don’t realize, sorry you’re going to hear my son in the background, welcome to mom and entrepreneur life balance. So what I’ve discovered is that if you can grab someone’s attention within in the first 10 to 15 seconds, you have them. So many of us spend time watching TV shows or movies, you know Netflix binging for lack of better words, but how is that we decide what we’re going to Netflix binge? Well the chances are it happened because of a trailer.

We stop, we look at the thumbnail, we give it about 10 to 15 seconds to decide if it’s worthy of more of our time. The most important thing that you can learn to do for your business, especially in this time where people are becoming increasingly discerning about what they’re going to allow their time to be spent on, is to truly know your message, really, really, really get it. Can you make your point clear in 10 seconds? Can you explain your business in the 15 second video or conversation?

For me, jumping onto tiktok was such a great lesson and truly a test of if I understood how to grab attention in 15 seconds or less. And for me it’s a daily practice reminding me how to capture attention and ultimately harness a following that says, “Not only did we like that 15 seconds, but we want more. We want to binge watch all of your content.” So now is the time to truly understand how to capture attention. We are after all in the attention economy, and those who grab it in the first 10 to 15 seconds will be the ones that ultimately are binged over the next decade.

That’s definitely what I’ve learned over the last 10 years of being on social media.

Joshua Latimer: Hey what’s up? Joshua and Ashley Latimer from honorandfire.com. The biggest marketing secret I’ve learned in the last 15 years is really easy for me, and it’s relationship marketing. It’s looking at your business like a marriage instead of just a wedding, which is a weird analogy. But people are super, super short term minded with their business, and in today’s climate with the internet, people want to get a Two Comma Club award, or make a million dollars as fast as possible. And desiring that is not wrong, but from a sustainability standpoint, what I’ve found is that when you solve real problems by providing real quality solutions and services, it’s really, really hard to fail a business.

But it takes a little bit longer when you play the long game. So that goes for your relationship with your employees, your relationships with your dream 100, relationship with your business partners. My biggest marketing secret has been to slow down, try to have massive integrity, so real problems, and play the long game rather than just getting the ad that converts or getting that offer to do awesome in that one launch, it’s really, really hard to fail when you focus on the marriage, and not just the wedding.

And in business I see a lot of people really excited to launch something or to get their funnel done, and they need to spend more time on making sure that they’re solving a real problem with a quality solution, whether it’s a product or a service, because at the end of the day, money is a natural byproduct of solving real problems. And if you slow down and listen to Tony Robbins, Tony always says people overestimate what they can do in a year, and underestimate what they can do in a decade. If you can be one of the people that realizes that, I think it will help you. And Russell, you’ve helped me. And hopefully that adds value to listeners of your podcast.

Pedro Adao: Hey Russell, this is Pedro Adao, I’m in the inner circle. Man, so many but the one I think that I have probably leaned into the most, and has really I think, helped me kind of blow up on movement, is just really going deep into the niche. Going deep into your client avatar and really leaving that red ocean and finding an underserved, or unmet needs, carving a niche so tight that only you can fit in. That’s kind of a phrase that I’m now saying a lot these days. So that’s the big thing, that’s been a game changer for me. It’s allowed me to find my place of uniqueness and really not feel like I’m actually competing at all with anybody, because I’m really serving this really micro audience. That’s been a game changer.

And then tactic is challenges. Man, I saw, it was at FHL last year I saw Natasha teach on challenges and I took the free masterclass concept I learned from you in Expert Secrets, I was doing free masterclasses and doing well with those, and then heard about paid challenges, and we’ve been doing  pretty much a paid challenge every single month since then and I just recently used a paid challenge to actually win a major launch for Pete Vargas, came in first place ahead of some pretty serious guys. So I have a great testimony around challenges, I’m happy to share as well. So that’s, those are my two big keys, which is carve your niche, find a great market that’s underserved, and then show up and deliver value and prove your work through challenges. Take all the risk upfront before you ask them to buy. Hope that helps, bro. Take care.

Jayme Amos: My name is Jayme Amos, CEO of Ideal Practices, we’re the country’s largest startup dental consulting firm. In other words we help dentists open startup dental practices. The number one marketing secret for me over the last decade, that I thought I understood, was being able to serve a niche.

So to trick myself into understanding this better in the last decade, and the way that this has made the biggest impact in myself and in my consulting company and in the industry where I serve, is to describe it as a niche of a niche of a niche. Now here’s what I mean, you’ve probably heard me say that I help startup dentists. Well, I help dentist, I do, but only younger dentists. Usually doctors who are working for someone else, and only even in that subset, startup dentists. They can buy a practice, they can partner with a practice, but we only help startup dentists.

So what does this mean for you? Well, a niche of a niche, of a niche, well here are the benefits that it’s helped me be able to achieve. I’m able to now speak so clearly to the people that I’m trying to serve best. So I can make the greatest impact with those specific people. But not only am I able to speak to them clearly, I’m also able to understand their pain points. And not just the pain points of dentist, not just the pain points of young dentists, or associates who are working for other dentists, but just those young dentists who desire to open startup practices. This allows us to serve them really well.

But one of the aha moments that I’ve had, that I think Russell even taught me back when I was first an inner circle member, I don’t know, 3 years ago or something. He told me this, I thought I understood it, and it’s taken me even more time to fully understand this niche of a niche of a niche concept, and it’s this. When I’m able to understand them best, when I’m able to niche down best, I also am forced to find where they are. Now that sounds easy on the service, but when I’m forced to find where those people are, I’m also forced to find the places that nobody else knows about, where I can have the greatest impact.

And guess what? There are fewer competitors there. And I don’t even mean just in my case, a startup dental consulting forms there’s competitors, I mean the competition of noise. I mean the competition of advertising dollars. So think of noise, whether it’s a newspaper ad, or a magazine ad, or a Facebook ad, there’s other noise for people’s attention that aren’t even direct competitors, but it’s competition for noise. And when I find the place where those people hangout, there aren’t many other people there. So I’m able to be one of the loudest voices in one of the smallest pockets in this niche of a niche of a niche.

So my encouragement to you, one of the biggest aha marketing moments that I’ve had through Russell Brunson, through Clickfunnels, through my time as an inner circle member is this. Find your niche, but trick yourself and remind yourself that you can be even more powerful with a niche of a niche of a niche because you’ll be able to speak to them best. Serve them best and find those pockets of opportunity where you can have the greatest impact at the lowest cost. So I hope this serves you well. My name is Jayme Amos, CEO of Ideal Practices, number one consulting firm for startup dental practices in the country, and so much of this is the direct result of Clickfunnels, of Russell Brunson’s guidance, and being an inner circle member. Hope this is helpful to you as you grow how you impact others. Take care, bye, bye.

Jaime Cross: So this is Jaime Cross with Migsoap.com and the greatest marketing discovery I’ve made in the last 10 years and have used in our business is story selling. It is, story is transcendent and Philip Tollman said that after nourishment, shelter and companionship, stories are the thing that we need most in the world. So there’s also a really great story about a journalist who purchased 200 items on ebay for $129 and he wanted to do an experiment, and he turned around and sold those same items for $8000 including story.

So our fortune has been found in our follow up with story and then we incorporate into our description. So as an ecommerce company we have been able to maximize profits by leveraging story. You know, even with our pounce product, it’s kind of funny because I wrote like a mini romance novel. So I’m not just talking about the product, I’m actually making this story that every woman wants to be in come alive on our website. So we’ve done that with all our products and I’ve got a lot of really great ideas about story.

You know, there’s an art and science to it as well. So it’s a great way, because there’s a psychological and chemical reaction in the brain when you hear and tell stories, it connects you to your audience, so it’s a really great way to build strong relationships and strong bonds with your followers and with your tribe. So I love story selling and I’ve got some really examples here too, but your brain on stories is like on fire compared to just listening to you know, features and benefits in the typical old way or traditional way of describing products.

Annie Grace: Hey, this is Annie Grace from This Naked Mind, and my top marketing secret of the decade is probably the simplest one, but it’s so incredibly effective. And it’s really all about consistency. So I actually started a podcast right around the same time that people in the UK, a group that was doing basically the same thing I was doing started a podcast. And they came out of the gate like, over the top with guests. They had Gretchen Rubin, they had John Lee Dumas, they had Ryan Holladay, they had Hal Elrod, they had all these crazy guests and they got all these downloads and all this press around their podcast, and it was incredible and I was like, “Oh my gosh, they’re just smashing it. It’s amazing.”

And then over the year I just kept going, my podcast was just the people who read my book. And I’d publish every Friday and every Saturday, but I never ever missed a day. And over the years these guys started missing a few here and there, and then they took a break, and then they came back, and then they took another break. And if you fast forward 2 years now, my podcast has 3.5 million downloads, and they’re nowhere close. So the consistency of just showing up every single week. I’ve now done a newsletter every single week for over 400 weeks. And the consistency of just showing up weekly and just doing what you say you’re going to do really pays off in the long run.

It reminds me of the tortoise and the hair. So that’s my best marketing secret. It’s not really a secret. But just do what you say you’re going to do, if you’re going to do a weekly podcast or twice weekly podcast, make it happen, make the commitment, make it work into your life. Same with a newsletter, same with your emails, don’t pop up and then drop off again, because there’s no faster way to lose trust.

Alison J Prince: Hey Russell and the Marketing Secrets podcast listeners, Alison J Prince her from Alisonjprince.com. I went from a junior high teacher to building 4 multimillion dollar businesses with 4 kids at my feet, but found my greatest success was watching my 10 and 13 year olds gain confidence in themselves as they went on to sell their first 6 figures before they even stepped into a high school. I am the host of the Because I Can live podcast where I show you what it takes to set up and automate your own online store using the steps I currently use today, and what I taught my girls. Why? Because I can.

The marketing secret that I have been using for a decade and I still use today because it works, and it will work for as long as marketing exists, is teaming up with influencers to help explode your business. Yes, you can start growing your own following, but that can take years. So why not leverage what can accelerate your speed?

Now I’m not talking about the get rich quick stuff that’s out there, that’s not what I’m talking about. I’m talking about getting your products in front of an already warm audience, and not crossing your fingers and hoping that cold Facebook ads work. Imagine Taylor Swift talking about earrings she’s wearing on an Instagram story with a simple swipe up for her followers to go and buy. Do you think they would sell? Yeah!

Don’t stress in getting Taylor’s attention, that’s not what’s needed. There are a ton of influencers out there who can rock the sales, and they have less than 100,000 followers. And some have even had 2000 followers and they have been known to move sales number mountains. So whatever you are selling there is an influencer who is looking to team up with a business like yours. Influencers have been building an audience for years, so it becomes a 3 way win. Win for you because you make sales, win for the influencer because they make a percentage of the sales, and a win for their followers because they get your really cool, amazing product into their hands. Creating this 3 win-win has been one of my marketing secrets to building online profitable businesses. I hope that helps you crack the marketing code going into 2020.

Oh, and one more thing, if you’re sending all that traffic over, make sure you’ve got a Clickfunnels set up so that you can maximize the order cart value.

Ryan Lee: Hey this is Ryan Lee from Cashflowtactics.com and wanted to share with you the biggest marketing secret that I learned from Russell Brunson. So over the last decade as I’ve been in the inner circle and studying the art and science of marketing, one of the biggest things, one of the biggest epiphanies that I’ve had is building a business around a future based cause.

You know Russell taught us for years all of the presidents maybe forever, the one’s that won {inaudible} on a future based cause instead of an improvement offer. And for too long inside of our business we were focused on features and improvement offers, but as soon as we took everything down and focused on the outcome that our product and our service created for our clients, that’s when things took off for us.

So having a future based cause, and the easiest way to implement that for us was really diving deep and figuring out the core desire of our ideal avatar, our ideal client. Once we understood their pain points and their desired outcome, we could focus our message on speaking to both that pain and then the future based outcome for our clients.

So for us at Cash Flow Tactics, we built our business around empowering people with money to become financially free in 10 years or less, and our tagline that’s really driven massive amounts of business has been “Rise up, Live free.” So something very simple but it speaks to our ideal avatar in the sense that they want control. It’s a future based cause to rise up, choosing differently from where they’re at today, so that they can live free. And all of our marketing is based around that, both from the possibility as well as speaking to the pain. So good luck in 2020 future based cause is where the gold is at.

Stacey Martino: Alright hey there everyone on Marketing Secrets podcast. I’m Stacey Martino, my husband Paul and I are the founders of relationshipdevelopment.org , and I’m happy to come in and share one of our biggest marketing secret strategy that we’ve learned in the last few years, and that comes down to something that Russell shared with us probably the first or second time that we ever met him within inner circle.

Like many of you, Paul and I were stuck in that place of look we have this amazing solution, we know we want to make as many people know about this as possible. Everyone deserves to know about the solution that we have, ours is for relationship, yours is for whatever it is that you do, and I’m sure you’ve had that feeling at one point or another, “I want everybody to know about this. This s so good.”

So Russell said, of course to us, “Hey, you’ve got to do a podcast.” Because love to listen to podcasts. Hence, we’re all listening to marketing secrets podcast. And what I did in that moment was, “Oh yeah, yeah, yeah, that’s a great idea. Let me put that on my list, I don’t have time to implement that right now.” And I want you to learn from my mistake and catch yourself, because we all do this. “Oh my gosh, that’s such a great idea. I don’t have the bandwidth for that.” “Oh my gosh, that’s such a great idea. I don’t have time for that.”

You have to catch yourself because one of the biggest strategies you could ever take away from this is you won’t get results from something you don’t implement. We have to implement, it doesn’t matter how many great strategies or ideas we have, we have to actually take action and get it done.

So fast forward some time, we actually did make the Relationship Transformers podcast last year, it’s been catching like fire, it’s everywhere, it’s spreading, it’s doing everything we wanted it to do and more. And there’s two podcast strategies that have worked for our podcast that I really want to share with you. One Steve Larsen taught to us, which is to take your 3 Secrets Webinar and turn it on it’s side, and the first 4 or 5 episodes of your podcast is you doing like 20 or 30 minute chunks of your 3 secrets webinar to take them through your pillar content. Who you are, what you’re about, why is this different, what are the three secrets?

So we did that, and it has been amazing. And then at the end of eveyr single podcast we share three action items like, “What can you do now to get great results now?” and a call to action. These are three things you can do to start getting results today, and your next step is join our 14 day boost program for your relationship. Whatever the first step is on your value ladder to help them take action. Because not only do you not get results from things you don’t implement, but the people who are listening to you won’t get results from things if they don’t implement. And yes, the podcast is amazing and we want to educate, and we want to inform, but if we don’t help them take that first step and take action, we’re not really serving them. So those are my strategies, I hope you implement them and make this an amazing year.

Russell: Alright, the next person who sent a message was Bart Miller and Bart is a man of many talents. He’s the guy who dresses me for Funnel Hakcing Live, but on top of that he runs a huge ecommerce brand, he runs info product brands and a whole bunch of other amazing things. So with that said, here’s Bart’s biggest marketing secret from the last decade. 

Bart Miller: The number one marketing strategy for us this year has been using a warranty card that goes into every Amazon box that we send into Amazon, and having people come back and fill that out and getting their email and capturing their stuff, and then putting on that thank you page for filling that out, a order bump for products that they can sell right then and there after they, I don’t know if it’s a bump or an actual sale, but we just take them right to it.

Conversions are halving on two different things. One they are obviously coming onto an email list off of Amazon for capturing them, which is awesome. So we’re building a really cool camping list. And the second is that we’re actually selling them something else and the take rate on that right now is about 35%, are taking the next offer, which is a continuity program in the cooking space. So anyway, really cool, but that’s worked really well for us this year, and converted really well for us.

Russell: Hey this next one is from Julie Stoian. Julie is no stranger in the funnel hacker, or marketing secrets community. She was a key player here at Clickfunnels for a long time, and I think you’re going to love the marketing secret that she shared next.

Julie Stoian: Hey, so I’m going to answer this for you. I think probably the thing that I learned the most or that stuck out to me the most over the last decade is I’ve learned all the mechanics of marketing and I’ve learned the different fields offer, creation, copy, design, but the art of the hook is really something that I learned a ton from you, Russell, and all the stuff you teach, and this idea of pattern interrupt and no matter how great you are, how great your offer is, if you cannot get people to pay attention and get curious, you’re not going to get people into your funnel.

So over the past couple of years especially, I’ve started to see, now that I see it I can instantly recognize when someone is marketing without a hook, without a reason or a story or a pattern interrupt. And I looked back over a lot of my writing and all of the emails and sales pages that were the best, I realized had this really curious hook or this crazy story attached to it. So even though I had been doing it unknowingly, once I figured out that that was the key, I started infusing it into everything. Into my emails, my sales pages, my ads, even my social media posts, and this made just a tremendous difference.

Jan 06 2020

32mins

Play

Rank #15: How To Make It Rain

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A personal message to a friend who is struggling.

On this extra long episode Russell talks to a friend from elementary school about how to go from being a technician and having a cap on his income to being a rainmaker and having an unlimited ceiling on his income. Here are some cool things you will hear on this episode:

  • What the roles of the Entrepreneur, the technician, and the rainmakers are in the business hierarchy.
  • Why getting really good at being a technician is not the way to have unlimited earning potential.
  • How you can use your technician skills and apply them into being a rainmaker.

So listen to Russell explain how to go from being technician to making it rain!

---Transcript---

Hey everyone, this is Russell Brunson. Welcome to an insanely late night Marketing Secrets podcast. I am here, for those watching on tv, I’m in the car. Over there you can see Norah. It is late, insanely late. In one minute it will be midnight here and we’re about to take you guys on a very special Marketing Secrets Podcast.

Alright, I hope you guys are doing amazing. Right now my little baby Norah and I are on a mission. It’s a secret mission to get her to hopefully fall asleep. We started weaning her off the bottle about a week ago before our family vacation because we thought it would be so much nicer to not have bottles on this trip. That was a good idea, huh Norah.

But what we didn’t think about was the fact that she’s insane and now she won’t go to bed at all. She won’t take naps, since her naps happen when she finally passes on. We got back from the lake, we’re on a family vacation, we went to the lake and had a really good time, and then she wouldn’t fall asleep and we were driving back and forth and finally when I went to the store to buy something for dinner tonight. When we were coming back she passed out and she slept for 3 hours. She was so beat. Then she woke up and now she won’t go back to bed.

So this is the second night in a row. Last night I was also out driving until about midnight, 12:30 she fell asleep last night. It’s 12:00 right now, hopefully in less than 30 minutes she will be asleep. But I am on vacation having a good time. If you listen to my last Marketing Secrets podcast it talked about how vacations can be really tough for entrepreneurs. I feel like we’re not moving, there’s no momentum. We’re stuck in a spot. That’s somewhere that I definitely feel.

As much fun as vacation is it’s also hard for me, I got stuff to do, people to see, places to go. Actually, it’s interesting as I was packing the car up as I was about to leave, between hiking stuff in and out to the car and everything I was checking Facebook and it’s interesting. There was a friend who I don’t think I’ve seen him, I think the last time we talked was in elementary school. I remember 6th grade, it’s kind of a funny story. In 6th grade we were moving these big boxes and he had this big box and he dropped it. I don’t know why I remember this, but I remember him saying it was super embarrassing to drop this box of stuff and he was saying, “Someday this is going to be one of those things that people remember me by. Remember that day you dropped this huge box.” I remember thinking that was really interesting.

And now, it’s 30 years later and I remember that day, it’s kind of funny. But anyway, I remember he was in junior high and high school with me but he was a basketball player and I was a wrestler so we didn’t really cross paths a lot. But I knew who he was and grew up in elementary school and I always had respect for him. When the book of faces came out, Zuckerberg, it was kind of fun because you can go back and remember high school, junior high, and elementary school friends. And people from wrestling and different aspects of your life and you start adding them on Facebook. So he was one of the names that popped up years ago, I added him and hadn’t thought much more about it.

Every once in a while I saw posts from him, so I kind of knew what he was doing, but not a lot. He shifted his job or his business or career a couple of times and didn’t seem like he was having a lot of success. I remember it seems like last Christmas or something, he posted something really negative and I felt bad for him. But it’s also one of those things that when I first started my business and started learning about entrepreneurship and learning how to sell things and all this world became open to me, I remember at first I wanted to share with everybody. I tried to share with friends, family members, people at church, everyone I bumped into.

I was so excited to tell this thing that I had learned. I was so excited I would share with every single person. It was so mind blowing to me that most people just “Oh, cool. Nice.” I’m like you don’t understand it’s not just nice. It was so frustrating to me. But it’s funny because that was, I always tried to change everybody and save them and help them because I thought that was what I was supposed to do. After a couple of years of that I realized that none of the people I tried to help ever did anything with it. It was really depressing me, so that’s when I shifted back and started doing the business for a long time.

I think I got into coaching because I wanted to share it, and it was cool when I started coaching. It was people who would come, people who it was their idea first and came to me to learn how to do it. Those people I could mold, help and change because they had the desire first. It’s because of that I’ve been very cautious the last decade of my life going out of my way to talk to people about this stuff unless they raised their hand first.

So I saw him last December say something and I didn’t see my spot to say something, so I didn’t say anything. Then as I was leaving, I was going through Facebook, again we’re packing the cars and I’m sneaking out to do what you do with the phones. So I see this post, this long post and it was again a negative thing and he was talking about how much he was struggling and trying to make money and all these things, and I think he said that this last year he made $25,000, and that was what he made in an entire year. He was really struggling and trying to make things better for his family, life and wife and he couldn’t figure it out and was just frustrating and was just kind of venting.

How you doing Norah? She’s so cute back there. I hope she falls asleep soon.

Anyway, I felt for him. I was just like, do I say something or not. For whatever reason I decided to just reach out to him. I was like “Hey man, the problem..We haven’t talked in 20+ years, I don’t know if you know who I am. The problem is you’re not focusing on the right thing. I can help you but I don’t want to intrude, it’s not my business. I can help you, I know what’s wrong, it’s an easy fix. In the last year and a half, few years we’ve helped. I’ve been a coach to almost 200 people now to become a millionaire. Tens of thousands of people to make 100 thousand or more in year. I know the game, I know what it takes and what it doesn’t take.” I said something like that and my next post was, I wish I could read it right now. “I’m not trying to pitch you on some MLM. I honestly, if you want help I can help you because I know what’s wrong.”

He was like, “Really? Yeah, I want to know.” So I told him a couple of things and I said, “If you do those things, I’ll record a podcast for you while I’m on my trip and kind of go into more detail.” So this last 3 days I keep thinking about that and I’m excited so that’s what I’m actually doing right now and I hope it benefits all of you guys. Because I think for most people who are stuck, it’s not something that unique to you, it’s not. A lot of times we think our situation’s unique, but it’s not. It’s a pattern that happens over and over again. The key to breaking patterns is recognizing it and realizing what the correct pattern is and replacing it. It’s not hard, it’s just hard because it’s the first time most people have gone through it personally.

So that’s kind of the context. I just wanted to share this message, it’s really for him, I’m not going to go super specific, but I think it’ll be helpful for everybody. I know that typical people I talk to in this podcast are people who are entrepreneurs already and this is kind of I guess for someone who’s on that line between the job maybe and the entrepreneur. That line where it’s like, you’re not fully an entrepreneur running this way, but you’re struggling at the job thing and you’re in between. That’s what this podcast is for and I hope it kind of helps.

With that said, I’m going to jump into this. So the first thing that I kind of told him in the message, the first thing is you’re focusing on the wrong thing. And he’s like, “I’ve been focusing on perfecting my craft.” And just kind of some perspective, the industry he’s going into is film. So he’s trying to do movies and videos and all that kind of stuff. So he’s like, “I’m focusing on getting better at my craft and I’m also doing a lot of networking.” So I go, “okay, yes. You are completely focusing on the wrong two things. You are focusing on things to help you get better at your thing, but you have to shift your focus to making money.” That’s a weird concept because it’s something that I remember the first time I had that epiphany. I need to learn how to make money. I was in school learning all this crap and I’m looking at this stuff and studying and I was like, I’m not actually learning how to make money. I still remember one of my biggest gripes with college is I took two semesters of accounting and two semesters of finance and they never once taught you how to do your own taxes, which is insane. School sucks.

Just throwing that out there for those who are wondering my thoughts on the whole thing. But it’s crazy the fact that they don’t teach you that thing. And I realized I’m not learning how to make money here in school. And I started studying how to make money. It was interesting how different it was. It’s not what you’re learning in school. And now fast forward, I think it’s been, let’s see…it’ll be my 15th anniversary in a month from now and we got married with a year left in school. So 14 years I’ve been graduated from school. Looking back on it now from this sign. Sorry I’m waiting for a stop light, but there’s no stop light, there’s a stop sign. Little Norah’s still awake.

Anyway, as I look at it now from this lens looking back, it’s interesting, a lot of times we want something. I remember growing up, you always hear your parents and people say you gotta go to school to get a good education so you can make good money. We all heard that. That’s a thing that parents say a lot. So we assume that those two things coincide. Good job, good education equals more money. But not necessarily. Now I look at again from my perspective, 14 years later, it’s interesting.

I was thinking about this a lot over the last two or three days especially. If you want to look at the structure of how people make money, because there’s definitely, there’s you make money and there’s places you don’t. And most places you’re focusing on, like when he said he was focusing on getting better at his skills in networking. He’s focusing on something that’s good, but it’s not making money. So I’m going to start at the top.

The top is a pure entrepreneur, so the top of a business, the hierarchy chart, so the top is the entrepreneur who starts the business. Typically, at least the entrepreneurs that I like to work with, the entrepreneurs are passionate about something, but their mostly passionate, not just about that thing, but getting that thing out to people. That’s what defines an entrepreneur. If any of you guys have read the Emyth, by Michael Gerber, he talks about what happens with a lot people is they think they’re entrepreneurs, and they get a job at the bakery shop and start baking cakes. They see the owner of a bakery shop and they’re like, “This guy is an idiot and I could do better than him.” And then what Michael Gerber says is that they have an entrepreneurial seizure.

They think they’re smarter so they start their own bakery. The problem is that they’re not an actual entrepreneur, they’re a technician. They’re somebody who is in the business who is doing it. They’re making the bread, the cakes, the stuff but they look at the entrepreneur who they think is an idiot, so they have the entrepreneurial seizure and say they want be the entrepreneur and start their own business and say, “I can make bread better than anyone else. I can make cakes.” And they’re passionate about the thing and create the business and what happens to the business? It fails.

It has a 90+% failure rate. Because it’s technicians, it’s people who think that the key is the thing. They think that the cake is what runs the business. It’s their passion about the cake, the creation of the cake, they don’t understand that that’s not the business. In the business the entrepreneur’s job is being passionate about getting the cake out to as many people as possible. That’s where the money’s at. That’s why most businesses fail. Because it’s not the entrepreneur running it, it’s someone who had an entrepreneurial seizure and is a technician and is trying to do that thing and thinks they should start a business because of it.

My first question for everyone listening to this, are you the entrepreneur? The good news is we go deeper into this…….holy cow, a deer just crossed the path……There are ways to make money, not as an entrepreneur in a business. But it’s not where you probably think that they are. I’m just thinking for example, a doctor. Doctors make good money. How many times did you hear that you have to become a doctor to make good money, or a dentist to make good money. So those people make good money, but not there’s no limit to your income money. Because a doctor is a technician. They are just highly paid technician because a lot of school goes into it. But they’re still a technician. They’re not an entrepreneur, they have a definite cap on their income growth, always.

So just depending on what technician you pick. Let’s say you’re going into a company to get a job, you’re capped by the earning potential of that role you take on. If you’re a doctor, a dentist, a baker, support person. You’re capped at whatever that thing is, which is fine, it’s just knowing that’s where you’re capped at.

If you want no cap, the first spot you have to look at is entrepreneur. But to be an entrepreneur you have to understand that it’s not being passionate about the creation of the thing, it’s being passionate about the selling of the thing. There’s a big reason why I wrote the Expert Secrets book. It’s because typically Experts who are really passionate about their topic are also passionate about getting their topic out. By definition they are entrepreneur’s because they are trying to get the message out about that thing. They own the bakery, they make the cake, but they’re more excited aobut telling people about the cake. That’s what makes them successful about entrepreneurs. That’s why I love working with entrepreneurs.

So there’s the top of the….let me flip the car around, I’m getting out to no man’s land now. So that’s the top of this pyramid scheme of business. I don’t know if you want to call it that. But the entrepreneurs are at the top. And that’s what most people look at. The entrepreneur is the person that makes all the money. But they’re all the person who risk everything. Entrepreneurship is a scary thing because you have no earning potential at the top, but you’re also the one with all the risk on your back. For a lot of people you can’t just go out and become an entrepreneur immediately, especially if you have a wife and kids. Because you have to have security. There’s this huge draw with people who have entrepreneurial desires, but they also have security needs between your family.

So that’s a hard thing to just gamble and jump and say “I’m going to become an entrepreneur.” And I understand that. So a lot of times the entrepreneur is not the first place for people. I feel super blessed. I started my entrepreneurial journey about the time I met my wife and I was able to do a lot of things because she supported me, I was going to school and we didn’t have kids. We didn’t have this need for security at this point when I was getting started, which I’m so grateful for. I have so much respect for those that step into the entrepreneurial role when they have those things because it’s so much harder.

So it’s always easier to start being an entrepreneur and risking everything when you don’t have a wife and kids and things. So that’s kind of one thing. That’s one spot. Again, there’s different places to make money in companies, so there’s the best spot, maybe not the best spot, but one spot. The entrepreneur at the top, that’s number one.

Then underneath the entrepreneur inside the organization there’s gotta be technicians, doing the things, baking the cakes, cleaning the teeth, cutting people open, the technicians. This is what schooling is actually…the only reason school is actually good is because it creates technicians. If you want to be a doctor you have to go to school. If you want to be able to drill teeth, you gotta go to school. If you want to become a baker or a butcher, baker, candlestick maker, any profession.

Another deer just ran by. I don’t want to hit a deer. That would be scary.

But any profession, that’s what schooling is for. So when you’re going into school you are thinking about that. Any major you decide to go after, there’s a kind of associated salary range you’re going to fit into. Sometimes it’s big, like doctors make good money. But you’re always capped. A technician will always be capped, by definition of what they are. You just are. If you’re coming into a business and You’re a technician looking at this, you’re capped. Your salary is capped.

So my friend who is doing video stuff, he’s looking for jobs in a business where he’s the technician. Again, he was saying in his post that he made $25,000 last year, because the need you are filling inside whatever company you are trying to plug into. That’s what they have budgeted for that. That’s what you’re able to make. You’re capped. You can’t go above that, unless you work more hours, more days. Sometimes you find another company that has a bigger budget. That’s another thing, and again there’s nothing wrong with a technician, it’s understanding that there’s a salary that’s set for that thing. There’s a budget set and that’s what happens.

The goal of a business is not to make the technician rich. I had a finance teacher at Boise State, tell you what, most teachers I had at school were always like, “What’s the job of a business?” “To create jobs, stimulate the economy.” They always had this happy go lucky, tree hugging attitude about business. I had this one finance teacher that said the only goal of a business is to make the owners money. That’s it. If the entrepreneur, the owner is not making money, the board of directors, whoever is running it, if they’re not making money, the business dies. That’s the only purpose and only point of a business is to make the entrepreneur money. Everybody’s got to understand that.

If you’re a technician there is no desire for anybody for you to make more money than what your set salary is. You’re going to find entrepreneurs, in my company I’m very compassionate towards people and I love what they do. I love creating things for people and having incentive plans, but for the most part, as a technician you’re in that range. You have to understand if you’re going to school, that’s the earning range you’re going to be in. Are you okay with that? If you are, cool. Go for it. That’s awesome.

But don’t complain later when you come back and say I’m not making what I want. You picked a profession, you picked being a technician, you picked this piece and that’s all it’s worth. It doesn’t matter how much school you went to or how much time and effort  you put into it, that’s what that task is worth to the entrepreneur. You have to understand that, technicians are essential to a business, they need to be there. That’s what colleges, universities, programs were all created for, to create those people. Those people are important.  But again, that’s the pros and cons of that.

Check it out guys, look at this. Pan over. She’s asleep. 12:19, it’s a good sign. This podcast might not be three hours long now that she’s asleep. Otherwise, it could have been a really long one.

Alright, there you go. Entrepreneur, unlimited potential, tons of risk and the role, the reason why an entrepreneur’s successful is because they’re passionate about the selling of the thing. Getting the message out, not just the message. Not just passionate about making cakes, but passionate about getting the cakes in as many people’s mouths as possible because they’re obsessed with the end product. That’s the difference. There’s entrepreneurs.

Number two level down in this pyramid is the technicians, who are the one’s doing the jobs to make this whole thing happen. Super essential but have huge earning caps, depending on what technician role you picked makes your earning cap. There’s one spot, and this is the spot that I want everybody to understand because this is the other spot inside of a company where you have no earning potential. Excuse me, I said it wrong. You have no earning ceiling, you have unlimited earning potential. Scratch that, that could have been really bad and messed up the whole thing. You have unlimited earning potential, literally the sky is the limit.

That last piece, so we have entrepreneurs, we have technicians, and the third are the rain makers. They’re people that make it rain. They’re people that bring leads and money into the business. They’re the rain makers. Now entrepreneurs love rain makers, why? Because they make it rain. Do you guys understand that? That’s the secret sauce. Most technicians don’t understand that.  Because all they know is I went to school to learn this thing to do this task, so they do it and do it. But the person that gets rewarded the most, outside the entrepreneur of the company, are the rain makers.

Typically in most, not most, but a lot of businesses that I own, that I’m involved with, the rain makers a lot of times are entrepreneurs who maybe if they would have started their entrepreneur journey ten years earlier, they would be the entrepreneur of the business. But for whatever reason they’re not. So they came, they can have, a lot of times we call them intrapreneurs. In their role in the company, they have the ability to grow and expand as much as they want. They’re rain makers. What do they do? They make it rain. They bring in customers and make money. They bring money into the company.

So if you look at this from an outside perspective, if you selling this stuff in college terms. It’s marketing and sales. Marketing brings people in, sales takes their money. That’s kind of what it is. And it’s funny because, I don’t know what it was, even like most technicians, if you go to school and you tell someone you want to be a sales person, the viewpoint, or even marketing, I’m in marketing, or I’m in sales, the technicians are the ones who are always looking down on you. “oh, I’m a doctor.” They look down on the rain makers because they think it’s a sub….I don’t know. They think it’s not as good, not as dignified.

What they don’t understand is that the rainmakers make the money. It is the most dignified, most important position in the entire company. Without the rain maker’s the technician has no job. Without someone bringing people into your business and then getting the money from those people, there’s nobody to be a technician to. You make as many cakes as you want, but if some dude didn’t bring those people into the store and take their money, they’re not going to buy a cake. It’s the most important role in the business, outside the entrepreneur who sets the initial risk to get it going.

So even though the technicians talk down on us marketing and sales people, it happens to be the most important role in every single business. You can tell when businesses are stupid, when recessions come and they cut their marketing teams and they cut their sales teams. It’s insane to me. I had a chance in my life to live through one of the recessions, 2008. I had a bunch of friends who were in marketing jobs and they were making it rain for the company and the company started struggling so they cut the marketing. I’m like, you’re insane. Cut the technicians, they don’t do anything. Don’t cut the blood coming into your company. Marketing and sales is the blood, it is the rain. The rain makers are the key.

So rain makers. They don’t have a ceiling, in most businesses now days. Especially if you become good at it and not a little bit good, but really good. You can come to a company and say, “I can bring in unlimited leads for you.” Guess what they will do? They will give you anything you want. All company need leads. The other thing they need, sales. They take those leads and turn them into cash, turn them into money. That’s how the entrepreneur gets paid, that’s how the technicians get paid. It’s by the rain makers. Bringing people in and taking their money. That’s it. We can try to be romantic about it, but that is it.

You have to understand, if you want to be wealthy, and I’m not talking about making good money as a technician, because you can do that. You gotta go to school, that sucks. If you want to become wealthy, become rich, make a lot of money. You have to shift your focus from becoming good at being a technician, to understanding how to make it rain. If you can make it rain in a business, you are infinitely valuable. As a technician you are only valuable as that task is to the person, to the company. They know, they got a budget for it. There you go.

So if you’re working for a company saying, I do video. Guess what? They have a budget for that. We pay video guys $3 an hour, $12 an hour, whatever that is, $20 an hour.

For my friend, the company you are working for, they budget $25 grand so that’s all the money you are able to get. Because you’re a video person, you’re a commodity. That’s the other thing about technicians is they’re commodities. It’s funny, I was talking to my sister the other day here at our family vacation or whatever, and she teaches piano lessons. I love my sister, she’s honestly in my top 3 favorite people on planet earth. She’s teaches piano and she’s like, “I’m so busy, I can’t keep up with anything.” And I said, “you should double your prices.” And she’s like, “I can’t double my prices.” And I’m like, “Why not?” and she’s like, “If I double my prices I will lose half my people.” I’m like, “okay, well you lose half your people but you double the money, that means you get double the free time for the same amount of money.” And she’s like, “I can’t do that because that’s the set price for what people charge for piano lessons where I live. So if I raise my prices, they’ll just go to somebody else.” I’m like, “Because you’re a commodity. Guess how much people pay for marketing consulting advice?” She’s like, “I don’t know.” And I’m like, “Neither do I, but I don’t look what everybody else charges and charge the same thing, I charge the most I possibly can.”

For example we had somebody contact our office and they wanted to do a one day consult with me and I was like, “I don’t have time for a one day consult.” And they’re like, “Well, how much would it cost?” and I told Brent to tell them it’s $100 grand and they can do 8 hours and they have to come to Boise and I’m going home at 5:00 to be with my kids. He kind of laughed because he knew they wouldn’t say yes to that. He went and pitched it to them and came back 5 minutes later. He’s like, “They said yes.” And I was like, “There you go.”

Want to know why? Because I’m not a commodity. When you’re a video person you’re a commodity. When you are any kind of technician you are a commodity. When you’re a doctor, you’re still a commodity because guess why? Another doctor comes along and he’s better than you or less expensive than you, whatever. They can replace you with the other person because you are a commodity. The rain makers are not commodities. That’s what you have to understand.

The rain makers are unique. They understand something that they can’t just learn in school. They know how to get, especially in school because there’s no school that I know of yet, that teaches a marketing program that is actually good. So there you go. So if you’re in school trying to become a rain maker, you should drop out today. If you want to be a technician stick to school. If you want to be a rain maker, it’s time to leave.

If you’re in school, honestly if you’re trying to do a sport. That’s why I was in school. Do that. If you’re trying to find a beautiful spouse, school is agreat place to meet great looking women and probably good looking men, I have no idea. But that’s a great spot to be in school, but just til you find your spouse and then leave. It’s time to go. If you want to make it rain, it’s time to go.

The rain makers are the ones that are not a commodity. There’s no cost associated, people don’t budget that out. Because they are like, I don’t know. If I came to a company and was like, “I’m going to build you guys a sales funnel and this funnel has potential to bring you unlimited leads for forever and make you unlimited amounts of money.” They’re like, “How much does that cost?” I’m like, “However much I want to charge you for it.” They can’t price shop. How are you going to price that? Russell Brunson charges 100 grand for a day. How do you price shop that? Go to somebody else? Ask Gary V. “What do you cost?” and he’ll give you his price but he’s going to teach way differently than I would. If you want what I got, I’m the only one that’s got it. You gotta pay me what I want to charge you for it. I’m not a commodity.

If you’re a great sales person, you’re not a commodity. Great sales people are rare. If you’re an amazing sales person you can walk into any organization and say, “hand me your leads. I just want 20% of everything. I eat what I kill. I’m going to 20% of what I kill.” There’s no business on earth that I know of, that if you walked in and said “Look don’t pay me, just give me all your leads. I want 20% of what I kill.” Almost all of them will say yes to that. Because you’re a rain maker. You have no ceiling. Just kill a whole bunch of stuff and you get your cut.

Same thing with the person who is making it rain, bringing the leads in the door. A lot of times you’re like, “Russell, I’m a video guy, I’m whatever. I don’t know how to make it rain. Right now I’m basically a technician. I’m plugged into this technician thing.” You gotta start studying, not how to become a technician, you’ve got to become good at your craft, I agree with that. You have to become obsessed with it, but you have to become good at understanding how to make money.

The study of making money is the key. So how do I make money? It’s understanding if you’re a video person, doing video is a commodity. But if I can understand how to use video to bring in the leads, it changes things because now I’m not a commodity. I’ve got a friend who charges 100,000 to make you a video, plus 10% of any money that video ever makes you. Technically he’s no better than anybody else. In fact, some would argue he’s a lot worse at video than most people, but he knows how to take that video and have it turned into cash and bring in customers. He knows how to use it to make it rain.

So for those of you guys who are in my world, I’ve got some tools to help you learn how to take whatever technicians skills you have and learn how to make it rain. So I told my friend, I gave him some advice, “I’ll record this podcast but you have to do some things for me first. First thing you need to do is go back to this podcast, Marketing In Your Car, first hundred episodes there’s a cheesy jingle. Next 200 episodes there’s a less cheesy jingle, still cheesy. And then recently we transformed it into the Marketing Secrets podcast, which I really like the name and the new jingle is freaking amazing.” Don’t you guys agree? So we’ve got that.

I said, “Go and listen to every episode, start at episode one and go through all of them. What’s going to happen is you’re going to immerse yourself in how to become a rain maker. You’ll learn a bunch of random crap and none of it’s going to tie together, but it’s going to get your mind immersed in this mindset. And if you don’t like me or my voice, you can go find someone else. But find someone who is obsessed with marketing and sales. And he ranks the stuff that people pay unlimited money for and start immersing yourself. Listening to it all day every single day so your mind is just wrapped into the concepts. With geeking out and going deep with my podcast, your mind is going to get into it but you’re not going to have a blueprint, but you’re going to have all these thoughts going through your head  all over the place. It won’t be a path, but it will be immersion. Immersion is the key.”

Tony Robins talks about this a lot and I’m a big believer in pretty much everything tony says because he’s a giant and he’s got stage presence like nobody else and he’s amazing and a billion other reasons. Tony’s the man. He taught me about immersion. If you want to learn something, don’t dabble. There’s dabblers out there all over the place, who dabble. My guess is things in your life that you struggle with are things you have dabbled in and things you excel at are things you immersed yourself in. That’s just how it works.

If you want to learn how to make it rain, you’ve got to immerse yourself in the concepts of people who are making it rain. So number two what I told my friend. I said, “There’s two books you’ve got to read.” And I shipped them out to him. First book is Expert Secrets. In this business there’s two sides of the business, there’s the art and the science. The art really is the selling and messaging and positioning, all those kind of things. Storytelling and that kind of thing, that’s the art. So I said, “Read the Expert Secrets book first because that’s the art. Second read the DotCom Secrets book, because that’s the science. It’s the art and the science to making it rain.”

When you read both those books, there’s two different perspectives that you’ll feel in the books. One is very much like the structure, the science, the Dotcom Secrets, the science to how the game is played and the Expert Secrets is the art. A lot of people think they have to master all of this, and you don’t. Especially if you are someone who would love to be an entrepreneur, but for whatever reason you’re not able to. You want to be an intrapreneur in a company. Go into a company and be an intrapreneur for a company. Look at that and say, “I don’t need to know all this stuff. But I gotta understand it all. I need to understand the art and science and figure out where my skill set fits into that.”

So my friend that’s doing video stuff, you have a skill set that in the right hands is worth a lot of money. In the wrong hands its worth 25 grand a year. If you find a company that’s growing, the right company, the right person to plug into and come and say, “I want to make it rain for you.” Brandon Fischer who started doing video stuff for us 2 ½, 3 years ago. He came in and I met him and my brother does video stuff for me, we didn’t really need another video person, but he came to me and was like, “Hey, I want to learn what you’re doing. I’ll do video stuff for free for you.” I was like, alright and he started doing it for free. He did some amazing stuff and started capturing stories for me. He captured Liz Benney’s story of her telling her experience with Inner Circle.

Basically he didn’t come to me as a video guy, he came to me as, “I can capture the story that will make your company look a million times better to make it rain.” So he captured the story of Liz Benney, so we took that video and put it on a website, started driving traffic to it. That Liz Benney video, I couldn’t track it today, but that video has probably made me at least 2 million dollars if not more. That video helped me make it rain. That video asset to me wasn’t worth 25 k a year, it was worth a heck of a lot more. Because it helped me make customers, convert those customers, and get money from those customers.

But he didn’t come to me as “I’m going to be a video guy.” He came to me like, “Let me serve you first.” The best thing about rain makers, if you’re good at what you do, which is why it’s important to be really good at your craft. That is important. Become obsessed, literally become so obsessed with what you do you become the best in the world at it. Or at least the best that person’s ever met. Become obsessed with it. That’s important.

The second thing is figuring out how to use your skill to make it rain and becoming obsessed with that. That’s the missing key. Because then you become an intrapraneur, you come into a company….Don’t come in and try to negotiate a huge fee, because number one if you negotiate a huge fee, the first thing you’re going to do is lock yourself in as a technician. Technicians get paid a salary. As soon as you negotiate you lock yourself in and then you’re there.

If you come in the other way and say, “I’m going to work for free and make it rain and then I just want a piece of what I bring to you.” If you bring it that way and come in and help make it rain, it’s completely different. Jay Abraham, one of the great marketing, strategic minds of all time, his whole thing is he would come to a company and say, “I’m going to come and work for free I just want 20% of the increase.” He’d come to a company and add 40, 50, 60, 100 million dollars to a company and just took 20% of the increase. That’s what rain makers do. That’s what sales people do. You are creating opportunity. You’re creating money for them and taking a percentage of what you create. That’s the key you guys. That’s the key how to be an entrepreneur inside of an organization and have no limit.

Guess who they don’t fire in a company? The person who makes it rain. If you go into a company and you make it rain, that’s it. You write your own paycheck from that point forward. So how do you do that? Number one, immerse yourself in this stuff, in the marketing and sales. Immerse yourself. I would recommend doing it with the podcast. Because I think I’m obsessed with podcasts. It’s the best way to have it ring through your mind all the time. Start at episode one of my podcast, click play and go until you’re done. A lot of you guys, start over.

This is not for my own ego, partially for my own ego, but mostly for you guys. And again, if for some reason I talk to fast or I’m annoying or whatever, I don’t care. Plug into somebody, plug into Grant Cardone, Gary Vaynerchuk, or plug into John Lee Dumas, I don’t care. Whoever you resonate with, plug in and go. Don’t unplug. Every single day, all of your free time, you’re driving, you’re walking, your bathroom breaks, be listening to podcasts constantly. That’s going to give you the immersion, because immersion is the only way for you to get the connections. This connects to this; you’re going to start seeing the big picture.

Number two is you need a strategy and a blueprint. For each of you guys, there’s two books that I’ve written. I’ve put my heart and my soul. I’ve read thousands of books, sold hundreds of millions of dollars worth of stuff, to be able to figure out what actually works and put it into a book you could read in a day. So read the Expert Secrets book, number one, and then read the Dotcom Secrets book. Expert Secrets will teach you the art, Dotcom Secrets will teach you the science.

Then you’ve got to look at what your skill set is and where does that plug into the art and science. Again, you don’t have to do everything, but figure out what you are good at. What I would recommend doing, this is kind of the next step, is those who have gone through my certified partner program, we certify people to build sales funnels, the ones that are the most successful, the ones that bit, realize they’re not the best at everything. Henry Kaminski, one of my buddies was in the inner circle for last year, he talked about when he first came in, he was a graphic designer. He’s like, he didn’t say it this way, but similar. He understood the art and the science. “I’m really good at graphic design but I don’t know this other stuff.” So he started studying and learning it. He realized there’s pieces to this.

If you read Dotcom Secrets and Expert Secrets you will realize there’s pieces and you become an expert in all of it or what he said he did, “I built a voltron team.” Some of you guys, if you’re and you don’t know who Voltron is you can go Google it. Or you might remember Power Rangers, might be a better one for you guys. There are different versions. But Voltron is basically, there were these five, same with Power Rangers, same story, probably the same everything. But there’s five people who had their own super power, they went out there and they were really good. But there was a big bad guy who would always come and they couldn’t defeat him individually. They had to group together and become Voltron and all five pieces came together and they’d fight and they could win.

So Henry said, “I realized I was a good designer, but I’m bad at strategy so I had to find this strategy person to partner with.” So he partnered with his strategy guy, Dave Arsonal. Then he’s like, “I need someone good at selling.” So he partnered with a salesman. He partnered with three or four people and built this Voltron team and he went out there and in less than a year he made a million dollars with his little company.

Because he understood, “We’re rainmakers and I’m good at this piece but I need a couple of people together and we can make it rain. We need someone who can drive traffic, someone to do sales, and I’ll do the art.” He did that.

So for you guys and for my friend, after you understand the art and science, you’ve immersed yourselves, you’re learning all these kind of things, you buy the expert Secrets and Dotcom Secrets book, read both of those and understand the art and science of how to make it rain. Now you’re looking back to say, “How do I fit in this? What am I passionate about? Am I good at the story telling part, am I good at funnels?” Figure out those pieces and then you can go to companies and look at that and say, “I’m really good at this piece. I can bring this thing to you.” Or find a partner, find people and come in and say, “We can do this thing.”

A good example of this you guys, I don’t normally share these kind of numbers, but I wanted to just kind of help. Some of you guys have seen the Harmon Brother’s videos, some of you guys know that we are about to launch our Harmon Brother’s video, which I’m really excited for. They did Squatty Potty, Poo-Pourri, Chatbooks, Fiber Fix, a whole bunch of great videos. They make these videos and they’re good, really good. They go viral and they’re amazing.

I wanted to hire them to do a video for me so I messaged them two days after they’d actually messaged me, which is kind of funnel. They had this funnel, the Fiber Fix funnel, they said the video went viral but the funnel isn’t converting and they wanted my help.  I was like, “Funny. I just wanted to email you to see if you’d do a video for us.” We got on the phone and tried to talk through it and both of us are rain makers. Our videos make it rain, we know what they’re worth. I was like, “How much does it cost to create a video?” I was thinking maybe $50, 60 grand or whatever. With a very straight face he was like, “We charge $500 thousand up front plus 20% of ads spent.” I was like, “What?!” and he looks at me straight, he didn’t say this in so many words but, in the words of this episode he said, “We know how to make it rain, so that’s what we’re worth and that’s what we charge.” A few months later I wrote them a check and now they’re going to make it rain for us.

Same thing, they came to me with the Fiber Fix funnel, “We want you to fix this funnel, how much does it cost?” I’m like, “you can hire someone fix the funnel it will be 10 grand, but for me it will be a quarter of a million bucks.” And he’s like, “Whoa, why are you so expensive?” and I was like, “Because I know how to make it rain.” So then they did their deal, because it worked.

As I went with the Harmon Brothers and we did the video, it’s been the most amazing experience, I can’t wait to show you the whole behind the scenes video. There’s some on Funnel Hacker TV, you see bits here and there. But it’s amazing, it’s not 2 brothers who do this whole thing. It’s these guys who started a business and then their process is really cool. When we hired them, basically they said, “We’re going to do a writing retreat.” And they found three amzing writers to write three different scripts for us. So we go to this cabin and they have three writers come and read their script. Each script was insanely amazing, but three different comedic scripts.

And these guys again, are writers that they hired, they’re sketch comedy writers. They each wrote three and came back and said, “Which of the three do you like the best?” we picked what we liked the best and then all three guys took those, in this cabin, we went back and all three of them went and took the best script and they took all the jokes, the best jokes, wrote a new script and came back and showed it to us again. It was even more funny. We went back and forth for two days until we had the script.

Then after we had the script, they went and said, “Okay, for this script to happen we have to have props.” So they hired someone to build stages, and they needed videos and hired video people. They hired all these people to make this amazing thing. Last weekend we went and filmed it and hopefully we’re about a little ways away from launching it.

Again, with them, it wasn’t just them. They had built a Voltron team of people that could go and execute to make it rain. You have to start understanding that. Come back to where we started, the hierarchy of business. There’s the entrepreneur. The entrepreneur is there and they are obsessed with getting the message out about their thing. Not about the thing, about getting the thing into other people’s hands. That’s why I love entrepreneurs, because they’re tied into this whole marketing thing. Good entrepreneurs are obsessed with the marketing and selling of the thing. They are the ultimate rain maker.

Number two is the technician who do the thing, which are essential to the business, but again you’ve got a cap, you’re a commodity. Understand that there’s a cap and you’re a commodity, but you’re in there. You’re going to have a good, typically secure financial thing, all those kind of things. You get security but you’re not going to have unlimited income.

Then you’ve got the rain makers. So for you guys looking at understanding what a rain maker does and what it is and how the process works. Figuring out how to take your skill, your super power and uncommoditize yourself and make you unique, make yourself rare. Make it so people pay you half a million dollars if you make them a 3 minute video. Is that crazy?

Someone pays me a quarter of a million bucks right now to make them a funnel. For me, not that it takes me that long, I just know what order the pages need to go and what message in each page. I know how to make it rain. I’ve been obsessed with this thing for over a decade.

For you guys, it’s time to become obsessed. Become obsessed in your own company. And if you’re the entrepreneur in your company listening to this, become obsessed. You’ve got to be the lead rain maker. Find the technicians, plug in the right people, and like I always say, find A players, not B players. A players are 32 times more effective than B players. Find A player technicians and pay them well. Because you don’t want to go find other technicians. Plug in the best technicians you can find, then go find rain makers. And if you try to cap rain makers, they will leave you. Understand that. You, as an entrepreneur, find rain makers and give them the ability to have unlimited ceilings in their income. Because if they do that, again, a rain maker is just an entrepreneur who for whatever reason, life circumstances isn’t able to go out on their own to do it, which is totally cool. There’s nothing wrong with that.

If it weren’t for all the intrapreneurs in our business, our company is 99.9% intrapreneurs. If it was not for my intrapreneurs we would not be where we are today. I try to create our businesses in a way where people can grow and have unlimited earning potential. That’s the key.

For you guys listening who, that’s you and you’re stuck in the technician role or you want more, or you’re in this thing where you want to be an entrepreneur but you can’t or whatever. This is where to focus on. Learning how to make it rain and then building a team around you. Finding people, other pieces and networking, not so much finding jobs, networking to find people to help you to be able to make it rain. As soon as you have a team, as soon as you personally or your team can do that, you can go to any business on planet earth and write your own paycheck.

 Then it comes down to picking the right businesses, and that’s a whole other lecture for a whole other day. Because I’ve seen some funnel consultants who go and they get paid ten thousand dollars to build a funnel, other guys get a hundred grand, the only difference is who they are pitching to. It’s interesting, I’m privy to share the details, but the Harmon Brother campaigns, if you look at the Purple Mattress, its $1000 mattress. Because every sales makes $1000, it’s been one of their most successful campaigns. Chatbooks has been amazing, probably the most viral video they’ve had, but each sale doesn’t bring in, the value of each customer is a lot less, so it’s harder to continue to make that one rain.

Same thing with all you guys, if the customer or the client that you’re working for, if they’re average customer value is $30, if you’re working for a restaurant, making $30 it’s not good. But if you’re working for a customer where each customer is worth 25 thousand dollars, it’s a lot easier to justify what you want to charge people. Stuff like that.

Alright, well it’s late. It’s almost 1:00. I gotta get my 6 hours to go to the water park. I’m going to end today’s podcast, but I hope that helps you look at how business works and understanding that for you to be successful and make money, you have to understand how to make money. You gotta learn how to make money. Don’t just learn your skill because if you do that you’ll become a technician, which is fine if that’s where you’re happy. But if you really want financial freedom and wealth and no limits and no ceiling, you want to be able to grow, it comes down to studying money and understanding how it works and understanding the marketing and the sales, getting people in the door and getting their money from them. It’s the most valuable part of any business. I don’t care what the hoity-toity doctors tell you. I don’t care what all the people in school and colleges, it’s the most dignified, most important role in business.

If it wasn’t for it, business would stop. The economy would stop. So it’s figuring out how to plug in your skill set into that piece of business. Because that’s where the money’s made. When you’re part of people making the money it gives you the ability to have percentage of that. So I hope that helps. So for my friend who’s listening and everyone else listening, once again, immersion. Get the blueprint. Figure out what your unique abilities and talents can plug into that blueprint to make it rain for a company. When you do that, you got what you need and a whole bunch more.

So I hope that helps you guys. I hope that helps my buddy. I won’t say your name because, you know. I appreciate you and hope to hang out with you someday again. Everybody else, have a good night, talk to you guys soon. Bye everybody.

Jul 19 2017

52mins

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Rank #16: The Who... Not The How

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Super cool thing I learned from Dan Sullivan at Genius K (The 100K Group) last night…

On this episode Russell talks about some things he learned at his 100k group. He explains the difference between the who and the how, and why he might start keeping a journal. Here are some of the interesting things you will hear in today’s episode:

  • What Dan Sullivan taught him about finding the who instead of figuring out the how.
  • Why he is going to apply that to his own projects that he has been procrastinating on.
  • And how Ethan Willis convinced him to start keeping a journal of how God touches his life.

So listen here to find out what kind of things Russell is learning in the 100k group.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. Today I am coming to you from my hotel bed in Arizona and I want to share with you something amazing I learned yesterday.

Alright everybody, I’m actually in Scottsdale, Arizona at Dean Graziosi’s office for a group that I’m part of called the 100k group, meaning everybody in the group spent $100,000 to be in this room which is kind of ridiculous. But it gets you in to know some really amazing people and the filter of are you amazing enough to be in this room is can you write a check for $100,000? So that’s the one cool thing, you know that everyone in here is doing big things because they can pass that filter of the ability to do that, which is kind of cool.

I just got here this morning and I gotta pack and shower and everything because I’m heading home tonight. But I had one really cool thing that I learned yesterday that I just wanted to share with you guys before I start that process. A lot of you guys know who Dan Sullivan is, if not Dan Sullivan is the owner of Strategic Coach, I think it’s strategiccoach.com. I’ve never actually gone through coach, the strategic coach, but I bought all of Dan’s book and gone through his trainings and there’s a lot of amazing stuff.

Anyway, so he yesterday at the event, I did a training for about an hour on hook, story, offer, which I’ve shared with you guys some stuff about that. I also talked about how to reduce churn, which got me re-pumped about trying to reduce churn, so it was kind of fun. Then after I spoke, Dan Sullivan got up to speak and he’s like, “I just need ten minutes. In ten minutes I’ll blow everyone’s minds and I’ll change every entrepreneur in this group.”

So I was like, alright this is going to be fun to see what Dan Sullivan has to share. So he gets up there on stage and he says, “Us entrepreneurs, we…” and he only works with entrepreneurs, similar to me, “Us entrepreneurs have a lot of character traits.”I’ll say traits not flaws, because they’re also our super powers. But he says, “What happens is an entrepreneur will have a vision for something that’s bigger and better.” So he drew a big picture of a star.

“This is a vision of this bigger, better thing that you want.” Which is why we do what we do. Like, I could make this thing better. There’s always a thing that we’re moving towards, a bigger, better thing. He says, “Then on the other side is you. You’re moving towards this bigger, better thing and you to go and you want to get it, achieve it, create it, whatever.” So what happens though, the first thing entrepreneurs do is we, the first thing we do is say, ‘How can I do that? How do I, how can I get that big result? What’s the process I need to go through? What’s the how?”

So what happens as soon as we start thinking through the how, we start thinking through everything and then what happens for most of us, including I’m guessing, all of us. We don’t know the how. No one ever, there’s not a book that teaches us how to accomplish that crazy thing. So we start trying to figure out the how, and how can we figure out the how when we don’t know the how already? Then we get stuck and we slip into this mode called procrastination, trying to figure it out, trying to figure it out, and we’re just moving towards this bigger, brighter star, but then we can’t figure out the how and we detour away from it into procrastination, because we don’t know the how.

So that’s where most entrepreneurs stop. We get lost in this, “How do I do it? How do I do it?” and it turns into procrastination and we’re done. So think about it you guys, how many products have you started on, that you’re excited and see the vision, and you love it, but then you procrastinate for some reason.

His argument, the reason why we’re procrastinating is because we don’t know the how and we’re trying to figure out the how, and we’re like, “Uh..” and we get stuck. If we knew how to do it, then we would just go do it. But we don’t know how, that’s what causes the procrastination, because we’re trying to figure it out, there’s tension, there’s stuff keeping us from moving forward.

So that was the first thing. He said, “The question we need to start asking ourselves instead of how,” So here’s us moving towards this bigger, better vision of this thing we want to create, instead of saying “how do I do that?” Which if we don’t know how and can’t figure it out, it causes procrastination. Instead we need to say who. Who can do that thing? Who already knows the how?

It was interesting, because I had spoken, a couple of people had spoken and Dan got up and he’s like, “I’m 74 years old right now, Russell talked about all this amazing stuff and I was listening because I was excited, but I didn’t try to understand any of it, because I don’t want to know the how, Russell does. But now I know the who. So if I ever want to do that thing that Russell talked about, I know the who and I’m going to go call him and pay him because he is the who, who already knows the how, so it’s not going to cause this procrastination.”

He says, “Us entrepreneurs have to stop trying to figure out the how, how, how, which is what our brains are wired to do, and start thinking who, who, who. So if you have this big, better vision, you never should be thinking, ‘how do I do that?’ you should be thinking, ‘who already knows how to do this?’ Figure out who already knows how to do it, and then they’ll just go do the thing. Procrastination disappears instantly. And if they already know how to do the thing, they’re just going to do it way faster, way easier.”

So he starts talking about this, like when you have a vision for a company, or an idea, or whatever. The first thing you need to be thinking about is who. Who is it? Not, how am I going to do this? Because the how will cause procrastination, which makes the thing never happen. The who helps you open your mind. Who’s that person that knows how to do this? You find that person and they know the how and then it just magically happens.

It’s not that person is going to teach the how, it’s they already know the how. So hire them, pay them, let them do the how and that will move you towards the whole thing. So the whole concept was re-wiring all of our brains to shift to the internal question of not how but who. I thought that was pretty dang cool.

So I’m sitting there in the meeting and I had this idea for a change in our coaching program, the big shiny thing for the Two Comma Club X, I’m like how, because I had this really weird thing in my head all the time, where it’s like how can I serve my audience better, how can I serve these guys better, how can I serve them better? So I’m always thinking through that.

So with the Two Comma Club X people that joined at Funnel Hacking Live, I’m like, how do I serve them better? How do I serve them better? We keep adding cool things and sometimes adding things hurts more than it helps. I’m like, how, how, how? Then I heard this talk and it was like, who? So I consciously was like, okay, this time I’m not going to figure out the how, because it was stressing me out just thinking about all the pieces to figure out the how. I was like, okay who’s the person who knows how to do this?

And instantly in my head I was like, I know exactly who it is. So I messaged that person while I’m sitting there, and 5 minutes later I get a message back from that person, who then introduced me to the other person, who’s the who that this person went to for the who. And this morning I just voxed that who and that who is now running on this thing that I was trying to figure out the how on, that would have taken me another month, two months to implement. Now, my guess is by the time I land in Boise tonight, it’s Friday night, but Monday by the time I get in the office, it’s going to be pretty much done because I got the who, who knows how to do it and it’s shifted everything. And it was interesting.

So I’m trying to start thinking through all my projects where I’m procrastinating. I’m looking at my to-do list, I’m looking at my Trello boards, all the stuff that’s slowly irking forward. I’m looking at them all and I’m like, oh my gosh. All these ones it’s because I’m trying to figure out how am I going to do that? How am I going to do that? I’m getting so stressed out because I don’t know the how, and I’m angry because I’m like, I should know this. My brain, come on stupid brain, work better.

But it’s like, no, my jobs not to figure out the how on everything. It’s to figure out the who, who already knows the how. Figure out the who and then let them do it, and that’s the key.

So it’s this mindset shift we need to start having, it’s not the how but the who. I think, we have a new project we’re going to be rolling out here, well depending on the programmers. Stupid programmers take forever. Not my programmers, we’re outsourcing this project because yeah. They said it would be between three and six months. I’m like, we built Clickfunnels in less time than that. It’s frustrating.

But anyway, the whole goal of that is to help all of us funnel builders to think about the who not the how.  I think one of the biggest problems we have inside of our community is, and I think I’m partially to blame for this. I get everyone so excited about funnels and copy and graphics and all this stuff. So people are like, “Oh, I’m going to figure out how to do this.” And they’re figuring out how to design funnels, how to write copy, how to do videos, how to…they’re figuring out all these how’s, and there’s a lot of how’s that go into launching a successful funnel.

What I want to shift it to, from how’s to who’s. So what we’re building is a really cool directory to give you a whole bunch of who’s. So you’re like, “Oh, I need a designer.” Well, here’s all the who’s that are amazing designers. “Oh, I need a copywriter.” “Oh I need someone to help me with strategy.” “Oh I need someone to help me with this.” It’s like, okay here’s all the things that will give you what you’re looking for.

Anyway, I’m excited. IT’s like the most cool, fun, amazing thing ever and I’m excited. So there’s the lesson for today. Figure out the who not the how. Everything you’re procrastinating on, you’re stuck on in your business, realize it’s a how problem, and you shift it to a who problem. When you shift it form a how problem to a who problem, it will make your life a bajillion times simpler and easier.

A couple other things he said, “If you want to attract the right who’s, that know how to do the how’s, you have to sell them on the what and the why.” Now we’re getting deep right. So he said, the people who already know the how’s, if they’re really good at it, they don’t necessarily just want to, if you want to attract the right who’s you need to share with them the why they are doing it, and what they’re doing. So if they understand the why, then those who’s will do the how’s for you. I hope I got that right.

Anyway, it’s why you gotta share the vision. You’re the entrepreneur, you’ve got this bigger, better vision that you’re excited by. If you want to attract amazing talent, it’s not so much that you can pay them, that helps some times. But the better job you get at really helping them to understand why you’re going after this bigger vision, and what’s the reasoning behind it and things like that, then it inspires them and the right who’s will move forward.

What I’ve found in my business is, the most amazing people aren’t typically money motivated, they’re why motivated. They’re motivated by, oh my gosh, that would be amazing. Let’s move that direction, let’s do this thing.

The last thing that I want to share, because this is the last piece that he kind of threw out. I think Dan said he’s writing a book on this, I don’t know, something. but he said, the title of his presentation of the book or whatever was, “How many who’s to freedom?” At first I was like, “Wait, what?” and he said, “How many who’s to freedom. Not what are all the things I need to learn how to do to get freedom? It’s like how many who’s do I need to have to get freedom?

For you launching a funnel and you want to get to Two Comma Club, it’s not how do I do all this stuff. It’s how many who’s do I need to do it? I need someone who understands funnel strategy. Who’s that? I need somebody who understands really good video stuff. Who’s that? I need somebody who understands traffic. Who’s that? And it’s figuring out the who’s. How many who’s to freedom? Two who’s, three who’s, five who’s? Who are the who’s? Instead of stressing about trying to learn it all, figure out who already knows how to do it, who’s already learned it, and get them sold on the what and the why and then they’ll help you out. That’s the magic.

So how many who’s to your freedom? Oh, that’s magic. So that’s the question in my head right now. How many who’s to my freedom? So I’m going to start going through my most important projects and lining them out and then figuring out the who’s. Not the how to’s, which sucks because I love how to stuff. Any book that says “How to blank” I buy just because I love learning how to. So I’ll still do that for fun, but not for actual business. I’m going to figure out the who’s from now on.

So there you go you guys. Thank you Dan Sullivan for sharing that, I think it’s amazing and hopefully it will help a lot of you guys. Oh, and then one other thing I want to share. I almost want to do a separate podcast on this, but I’m not going to because it’s kind of a shorter thing.

One of my other friends that spoke, his name is Ethan Willis, he runs the backend sales and coaching department for Growth.com, for Brandon and Dean. He did a really good training on coaching and selling coaching and stuff like that, and at the end of it somebody asked him what’s the most important thing that he’s learned or what books has he read, everything? And he said two things that were just so good.

The first thing he said, when he wakes up every morning, his goal is to create the day spiritually before he creates it physically. So in the morning he wakes up and mentally thinks through, “What am I going to do today? What are the processes?” and all this stuff, and he spiritually in his mind creates what in the day is going to happen. Setting out his intentions, setting out all that kind of stuff.  He says when you create spiritually first, then you can go out and create it physically after. When we wake up and start trying to create the day, the problem is we don’t have a plan, things like that.

So he said he creates the day spiritually before he goes and actually executes on it physically, which is fascinating. From a spiritual standpoint, it’s really interesting as well. God created everything spiritually before he created physically, so it’s like we should do the same thing with our day. Create things spiritually before we create physically.

And the second thing, and I share this one because I am not a journal, I’ve never liked journaling. And I’m a Mormon, and the Mormon church, they teach to journal. Keep a journal all the time. I am the worst journal ever. On your mission they want you to write in your journal every single day, I think I wrote in my journal three times. I struggle at journaling, and I think it’s because I don’t understand the ROI on it. What’s the return on investment? Because I’m a big high ROI type of person.

Anyway, what he said is that every night when he goes to bed, he pulls out his journal and he writes. He says, “I write in my journal how God touched my life that day.” So thinking back on that day, what are the things? Where did God help me throughout the day? Oh man, in this situation here he helped me. In this situation….

He tries to identify the things that day that God affected his life, and he writes those down in a journal. And that’s something I could grasp, because as soon as you’re more aware of, like here’s all the things that happened today that helped me, or God helped me, then you start opening your eyes more. You see it more and I think you’re more grateful for it. When you’re more grateful for it, more blessings come, and it’s just this amazing thing. So there’s the ROI.  For people like me who are obsessed with the ROI.

But I think that’s something I could actually get behind and stick with, at the end of the day, pulling out a journal and thinking through the day. Where are all the things where God touched my life today? And then writing those down. And I think as you start doing that more and more will appear.

So I’m going to try to keep a journal. Not a real journal, because I don’t, my podcast and my blogs and my books are my real journal. But I want to keep a journal of just little things where God touched my life each day, because I think as I become more aware of it, more of it will happen. And that pumps me up.

Alright guys, this is longer podcast. I just want to share some of those amazing things with you. With that said, I’m going to go shower, shave, pack up my bags and I’m heading into the last day of the 100k group, and then get home to my wife and kids. I cannot wait, they are the coolest. I hate being away from them, it’s horrible. Alright guys, appreciate you all and we’ll talk to you soon. Bye.

May 04 2018

15mins

Play

Rank #17: Funnels And Your Legacy

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How each funnel you create can leave a legacy that will live beyond yourself…

On this episode Russell does a Facebook live where he talks about the recent launch of the OUR funnel. He gives an update on how it’s doing so far and then talks about the seasons of success, and what you might experience. here are some of the awesome things you will hear in this episode:

  • Why after you make money and have an impact, leaving a legacy should be your next goal.
  • How having a legacy can help with depression.
  • And find out how the ripple effect can mean that you helped save more children’s lives by sharing OUR’s message.

So listen here to find out how you can help save children’s lives, and how you too can leave a legacy that will live beyond you.

---Transcript---

Hey, hey everybody, this is Russell Brunson. Welcome to the Marketing Secrets podcast. Tonight I have a really special episode I want to share with you guys. I actually was just in my backyard about to turn off the lights and I decided to do a Facebook Live and it turned out really cool and I wanted to share it with you guys. In the Facebook Live we talked about a bunch of really cool things.

We talked about the transition from trying to make money to having an impact and changing people’s lives, over to actually building a legacy and how you can literally build a legacy to live beyond you, beyond your life here on this earth even, through funnels. And I kind of showed an example of the OUR funnel and the goal and mission behind that.

I shared a bunch of other really cool things that I think you’ll like as well. So without any further ado, we’re going to queue up the intro music, when we come back, we’re going to be in my backyard and we’re going to hang out during a Facebook Live, talk to you guys here in a second.

Hey, hey, what’s up everybody? It’s late night I’m going to wait a few minutes to get some people to jump on here and hang out with me. I am excited, it’s a beautiful night. I’m kind of getting eaten by mosquitoes, not going to lie, hopefully I survive it.

I had a really cool week this week. A lot of you guys saw parts of the coolness, and I want to share probably my biggest lesson I think is applicable to all you guys out there. And I want to share it as a friend or a brother or someone who is similar to you. How do I say this correctly? Not someone who’s further down the path, maybe in some things, but not everything. I know that I struggle and there’s a lot things that people are way ahead of me, but I feel like in this whole business and selling thing, I’m a ways down the road from some people. So I’m looking back and there’s something cool I want to share with you guys. Are you guys cool with that?

First off, I want to make sure you can all hear me, I’m talking through my headphones which sometimes work, sometimes don’t. If you guys can hear me give me some hearts or some taps or say hi or something like that. Looks like you guys can hear me, sweet.

Okay, I’m going to share a message with you guys, it’s interesting. I’ve been doing this entrepreneur game now for like 15+ years, and it’s interesting, all of you guys are at different phases. I remember the different phases. I remember my motivation and things like that, and I remember when I first, my initial motivation was, “I gotta make money. I’m in so much trouble, I need to make money.” How many of you guys has that been your motivation? If it is give me some hearts and some taps and some smiley faces.

So that was my first motivation, so I started learning the stuff and started to become obsessed and started learning the game and how you create offers and how you sell stuff and how you create things to sell and all these fun things. So that was kind of the first thing and then eventually I started working and I started, I shifted from that to, “Okay, I’m selling stuff, now I want significance.” I think that happens to a lot of people. We want significance, “See how great I am.” So I became Russell who wanted to be onstage, which that Russell was really annoying. Some of you guys may remember him, I don’t like him very much.

But that was my driving force, I want to be onstage and have people see who I was and hear, that was a season of my life, and I eventually realized that that’s kind of dumb and lame and you kind of get over that really quick.

And then it was a point where I was like, I wanna, I got lonely, to be honest. I was like, “I want to create jobs and be around people and have this connection with a whole bunch of people.” So that was the next phase, so it’s hiring people and building a team and building a connection and all the sudden all these people around me cared about the thing that I cared about and it was really, really fun there. And that, those who have built a team, there’s ups and downs. I went from 100 employees down to 10 employees, and anyway, that’s a story for another night. Not tonight.

But that was the thing for a while, and then later it was like, it really started shifting for me to the art of this whole game right. I spent probably 5 or 6 years where I was obsessed with the art. So those who remember me during that point, we were creating funnels, we were creating Neuracel, our neuropathy supplement, we were creating businesses in fitness and weight loss and couponing, and cold sores, and pornography addiction, just a whole bunch of different businesses. And it was the creative part, that was what drove me, it was the creation of it, which still drives me today. I still love that part.

I’m getting eaten by mosquitoes, someone’s noticing that. So that was the next phase for me that I was kind of going through. And then after that, about that time we developed Clickfunnels and we launched that, and at first it was like, I want to make money, and that was this thing. And I kind of went back through all these different phases again, money and then prestige and it’s funny. And then Clickfunnels grew and it grew bigger, and it grew and it just it’s grown to a point that’s beyond what I would have ever dreamt it would be. And it’s so crazy, I still feel like we’re just getting started, which is exciting.

But what’s interesting about a little over a year ago I had this realization, this is what I want to share with you guys today because is really the key. So I had this realization that, because we’d launched a product or something and Clickfunnels at that point, back then it was making, I don’t know, $100-150 thousand dollars a day, it was kind of a consistent thing. So every morning I get a message from stripe where it’s like, “Bling, bling.” How much money you make.

So over the years, as that number gets bigger and bigger, it’s so exciting. I think it was the point where we made, I think it was like $150 thousand dollars a day, it was probably like a year, year and a half ago. And we created this huge campaign and created this product and all these things and we launched it and it was like, the next day there was a big ping and then it went back to like, “Ping, ping.” The same thing. I was like, “Dang, we did all that work.” And it was like bloop, a little blip in the income thing.

So what’s interesting, at least for me, as my income grew to the point where it’s just, the revenues were so high inside Clickfunnels, it’s like I would create these things and put them out there and the income impact was so small that it didn’t even matter. It’s like, we do a big launch and it spikes it for one day and it’s back down to normal.

And all the sudden I lost the joy of that. I was just like, “Dang, it’s not even fun to create and sell something, because the reward is not that exciting.” I was like, “What is it?” and about that time, this is funny, is when the Expert Secret book launched, which is a little over a year ago now, I can’t believe it was a year ago. And what’s interesting is when that book launched, and I remember because the Dotcom Secrets book launched two years prior to that. But when the book launched again the little sales thing was like, “Ding.” A little ding of sales, but what was interesting, that was different from the book, there was this impact that lasts.

The Dotcom Secrets book, still to this day, we sell tons every single day. There’s this impact, I don’t know, with the creation of a book from me, I’m not selling you guys on books, that’s not my purpose of this message. Well, maybe it is. I think everybody should be writing a book. I think you become more interesting as a human being if you’re like, “I’m writing a book about blah.” Even if it’s going to take you thirty years to write, I don’t care.  But just knowing you’re moving towards something and as you’re learning stuff, you’re creating something you can give to somebody after you pass on, that’s a really powerful legacy building thing. So I love books, but again, that’s a story for another day.

But what I realized, the book, selling the book, it had a little ding in sales, but its like the money part didn’t matter, but then the legacy of it was huge. So many people read the Dotcom Secrets book and had this thing, the impact was amazing. Then the Expert Secrets book comes and the impact from that lasted so much longer. And that was the next phase.

And I am actually starting book number three next Thursday. But anyway, that’s not what I’m talking about either, but I’m so excited. So book number three, if you guys are excited about book number three give me some hearts and let me know.

Okay, but this is what I want to talk about. So a lot of you guys watched over the last week what we launched. We launched Operation Underground Railroad, Operation Toussaint, the online DVD. Some of you guys know the back story, we showed it at Funnel Hacking Live and did over a million dollars in sales, not sales but donations. We raised a million dollars for Operation Underground Railroad, which is enough to save 400 children from sex slavery, which is an amazing thing. Some of you guys saw the videos, I was bawling my eyes out, which was awesome.

So that went out there and then it was off, it had a little spike and we changed the world and then it kind of stopped right afterwards, and I had this pull of “You need to get it out there, you need to get it out there.” but I’m like, “I don’t know how to get it out there.” So I’m praying and trying to figure it out, how do you get it out there? How do you make this thing….We spent the time, the energy, all the money on this thing that raised a million dollars and saved 400 kids, but how do we create something that’s going to last beyond me, beyond the event? A million dollars is awesome but that money goes away and then it’s like, what?

So this week we spent a ton of time and created this funnel. And the funnel, hopefully you guys have gone through, if not go to ourfilm.org. We’re still testing a bunch of stuff on it, but it’s really cool. So you go there and there’s a 48 hour ticket for you to watch the Operation Toussaint DVD. So you go in there and you got 48 hours to watch it, and then when that expires, there’s 5 other DVD’s in the series, which I hope you guys watch those. Some of those are better than even the original one. Anyway, they’re amazing. You’ll cry, you’ll see Tim Ballard and his wife actually fly to Haiti and pick up their children, which is cool because she’d never actually been to Haiti, or actually physically touch them, and you see them get picked up, you see them at the airport coming home, you see them be introduced to the kids, you will bawl your eyes out. It’s worth watching.

But we did that, and if you look at it, and I don’t have the stats off the top of my head, but in the last, I think it’s been 2 ½ …I think we’re on day 3, 2 ½ - 3 days since that went live, and if you look at that a couple of cool things. So what happened is, we built this funnel and there’s traffic going into it, but it’s also like a viral loop, so people are sharing it. So it keeps growing, keeps growing. I’m saying right now, I’m putting $10,000  a month into ads, just to drive into the funnel, I’ve got a bunch of other people that are co-opting with me. So if you want to be a part of that, we’re all just putting in x amount of dollars a month into an advertising fund and we’re just putting money out there to drive traffic into the funnel because it’s going to keep the message out there.

My goal is to shine these kind of lights. When these lights are off, the cock roaches can run around. But we shine a light like this on them, they gotta hide. And that’s what I’m doing. We’re making as much noise as humanly possible to try to fix this problem the best we can.

So what’s cool about it, we’re 3 days in and I think so far, I don’t have the exact stats, but over 60 thousand dollars have been raised, cash in hand, but I think 350 ish or around there, people have signed up for monthly recurring donations to OUR. What’s crazy is 40% of all of their emissions right now are funded by people who are paying 10, 20, 30 dollars a month. So 300 people, it’s like the equivalent of the recurring donation people staying for a year, it’s like half a million dollars in cash. And we’re 3 days in. Most people only see maybe one or two of the documentaries, they haven’t seen there are 5 and there’s a whole campaign behind it.

My goal from now to the next 12 months from the documentary launching is to raise 10 million dollars for OUR, which would save 4000 children from sex slavery, which is exciting. But the best thing is this funnel is done, it’s live, I don’t have to do anything else except tell people about it and share it, and inspire people. I’m going to drive traffic, I’m going to spend my money, I’m going to put it in the back of all my funnels, I’m going to hopefully get all of you guys to commit to putting it in the back of all your funnels. I want all of you guys to make this a part of your mission, all we do is we just share it. There’s nothing complicated or tricky, we just share it and we share it.

And what’s amazing is in a year from now hopefully we have 10 million dollars. You know 5 years from now 20, 30, 40 million. 10 years from now, 30 years from now, when I’m dead this funnel will continue to produce money to save children from this horrible thing. When I die it’s going to keep running. And then when my kids die it will keep running. This asset, this tool, this thing we created will live on forever, beyond me, beyond my time here on this planet. That’s what’s amazing, that’s the legacy that you guys are able to create with funnels.

I know that everyone’s in a different spot. Some of you guys are at a spot where I was at in the beginning where you’re like, “I just gotta make money, Russell. Someday I’m in on the legacy thing, right now I just gotta make some money.” I totally get it. Don’t stress out. You gotta get yourself out of financial stress before you’re able to go and help other people, I totally understand that. In fact, I believe one of my biggest missions on this earth is to help entrepreneurs take that pressure and that stress off of their backs, because when an entrepreneur has the pressure and stress taken off their back they can actually go out there and create and give and serve, they do, which is why you guys are such amazing human beings.

So my goal is to take that pressure off and give you the tools and training, the systems, the motivation, the inspiration, whatever I gotta give you to take pressure off of your back so that you can go out there and you can actually serve the way you do, you will. And that’s what’s amazing.

So if you’re in that spot where you’re like, “I gotta get the pressure off.” That’s cool, do that first. I understand, nothing wrong with that. But know that your goal isn’t just to make money. You’ll find out so quickly that money does not bring happiness.  It’s cool, you can buy cool stuff, but it’s hollow if that makes sense. And when you get to that space that’s hollow, a lot of people go into depression, I have friends who are suicidal, there’s a lot of things that happen there. And when it’s like, when you get the money and find out that doesn’t bring happiness, it’s like what’s the next step?

The next step is you gotta shift the focus to external, like how do we serve other people? And that’s what’s going to light you guys up, I promise. You’ll see it, you’ll feel it, you’ll experience it and you’ll be like, “Man, this is so much better than…” raising $60,000 in the last 2 days for OUR, raising a million dollars at the event, some of you guys heard the stories. A month before the event we did 3 million dollars at Grant Cardone’s event, at our event we did $12 million in sales for our coaching program. We’re like, “Yeah, that’s awesome.” And we celebrated, then we get to work to serve these audiences, right. But the million dollars to OUR, way more meaningful, way more fulfilling, way more exciting.

So this funnel we’ve created now is a legacy thing. I want you guys thinking about that. What’s the legacy that you can create? You’re not just creating funnels to make money, that’s the first step, but then longer term it’s like, how you get the impact. That’s when you start creating stuff that will actually serve people and change their lives. So you go from money, to impact, to legacy. And legacy, that’s the last step in this thing.

I can’t wait for you guys to see the Funnel Hacking Live sales video when it comes out. I got the first draft and it’s insane, but what’s cool is at the very end of the sales video, Dan Usher, who is one of our video guys, he was behind the scenes when I was talking to Tony Robbins and he captured this moment, it’s like I don’t know, 5 or 10 seconds long where Tony Robbins said, and I’ll say it wrong, you guys will see it when you see the video. But he basically said, “It’s really cool Russell, what you’re doing.” And Tony’s a big, I think he’s the biggest donor of OUR, but he said, “What you’re doing now is so powerful because you’re giving, which is teaching your entire audience to give.” And he’s like, “That’s why this is so exciting.” And it’s cool.

So for you guys, that’s my motivation, that’s exciting. We’re going to create this funnel and we’re going to change a lot of children’s lives, and I’m hoping you guys see that and either push people to our funnel, or do your own funnel, but just know these skills you’re creating, at first it’ll make you money, then it’s going to help you make an impact, then the longest term is a legacy.

So think about that, how do I create a funnel that when I’m dead will continue to change this world. That’s amazing, an amazing thought to think through. So for me the OUR one is the first one, and there will be more, I’m trying to pick the battles, the things that I want to have a huge disruptive impact on.

It’s funny, there’s, for the Mormon’s who are out there, there’s a quote by Joseph Smith. Joseph Smith was our first prophet, and he said this one time, “Satan considered him a disturber and an annoyer.” And it’s kind of fun, I look at myself, like the OUR thing, I’m trying to become a disturber and an annoyer of evil things on this planet. So OUR is the first thing where it’s like, how do we shine a light on this and become a disturber and an annoyer of the adversary of these evil people that are trying to do this to children?

And that’s my thing, I want to be a disturber and an annoyer of bad things, so we can save these amazing people. So that for me, that phrase becoming a disturber and an annoyer is, it gets me pumped up. I hope you guys think about that as well, how can you become a disturber and an annoyer? Pick the charities, pick the things, pick whatever you want to have an impact. If it’s OUR, awesome. If it’s something else, that’s awesome. Pick something though, where you can do so much good and you can become a disturber and an annoyer of the evil things, the bad things. It gets me excited.

Anyway, I just wanted to share that because I’m walking out here, I’m turning the lights off, about to go to bed and just reflecting as I’m walking out here on the week and the OUR film and this thing is just going to continue to generate money. I messaged Tim Ballard tonight and I said, I kind of told him basic stats, “$60,000, we got 350 people that are on recurring right now, my goal is to keep putting fuel into this thing and it’s going to continue to fund your missions for the rest of your life and beyond, and it can do that.” And that’s what’s so exciting.

So there you go you guys, there’s the legacy for myself. For you guys, I want you to think about that for yourself. Again, first it’s like getting yourself to a spot where you can serve, then it’s figuring out how you can have the biggest impact, and then it’s like, how do you create your legacy. That’s where I’m focusing right now and it’s so much fun. And I want to pull you all up there, I want to get you to that point. Just know that that’s the seasons, that’s what you’re going to be going through in this thing.

And the faster you can get to that, the better. Anyway, I appreciate you all. Thanks for listening, crazy we got a hundred people out here, this time of night jumping on to listen to me talk, it still blows my mind that this technology and these kind of things exist. It’s amazing. So I appreciate all of you guys. If you haven’t watched the documentary, go to ourfilm.org. If you have any social media presence, which I know you do because you’re sitting on here right now on Facebook, just go to ourfilm.org, grab that link and go post it on your facebook profile, social media, or instagram. Just share it. It doesn’t take anything, it doesn’t cost anything, but you can have an impact.

It’s funny, this is a side story that’s going to have a really cool point though. There was a company I was part of a few years back, some of you guys may remember, it’s called Rippln, and it was this network marketing thing we were trying to build. We launched this thing and it’s crazy, it got 1.5 million people to sign up in 6 weeks.  We did the marketing side right, the problem is the product never came about and we wasted 6 months of my life and made zero, not zero, I made negative lots of dollars.

But I learned something cool. So the whole concept of Rippln was what’s your ripple effect look like? You drop a stone in a pond and there’s this ripple effect. What does our ripple effect look like? So we wanted to be able to track that. So that’s what Rippln was, you signed up and then you shared it and you were able to see it. I shared it with ten people and they shared it with ten and they shared it with ten. And you saw this ripple effect.

And what was fascinating is that some of the people that had the biggest ripple effect, they did not have a big social media profile or presence or anything, but they shared it with four or five people, and then one of their four or five people shared it with somebody who was an influencer, and that person got 300,000 people to join that person’s ripple.

And it always blew my mind, the people who had the biggest ripples were never the people that had the biggest audience, it was always these people who just shared it with five or six people, they were consistently sharing it, and when they did that, there was somebody that they got to that was two or three ripples deep that hit and it blew up.

So for some of you guys who are like, “Russell, I don’t have a following. I can’t share this, I don’t know anybody.” You don’t understand, in your ripple effect, the people you are able to touch, it is not far. If you share it with 5 people or 10 people or 20 people and you get them to watch the documentary, I promise those people will have an impact and they’re going to go and they’re going to share it and show to 5, 10, 15, 20 people and it will go like that and there’s going to be someone you hit inside of your network, someone you don’t even know, you don’t even know they exist, but it’s your brother’s cousin that’s going to come watch it and all the sudden, boom, it’s going to explode.

And when you look back at that trail, and obviously we’re not going to be able to see that, we’re not tracking that kind of ripple effect, but God will know and you’ll know that man, because you shared it with 10 people, or 20 people, or 30 people there were 20, 30, 50, 100 kids saved.

I don’t know about you, but I believe in a heaven and I believe someday I’m going to be with my Heavenly Father, and I believe that there’s going to be, we’re going to be there together and I believe that there’s going to be kids up there that said, “Hey, you don’t know the impact you had on my life. Because of this thing that you did, I was able to be rescued, to be saved, to actually live a great life while I was there on earth.”

I don’t care what your beliefs are, but that’s mine. And I know that I want to be up there in heaven with those little kids celebrating and I want, I’m going to be so grateful and so thankful for them, and I’m sure they’ll be thankful for me as well. And the same thing for you.

So just realize that, that’s the impact, that’s the kind of thing, that’s the legacy that’s possible because of what we’re doing here you guys. And funnels, you can create a funnel and put it out there, and if you execute correctly it can fuel something forever. And it’s exciting.

Anyway, I hope that helps. I hope it gets you guys excited and gives you kind of a path to look forward to. But just know that you guys can do this now, that you can share, that you can start jumping on some of this legacy stuff today and it’ll be cool.

I’m getting literally eaten alive. I think I probably got 40 mosquito bites, but that was a sacrifice I made for you guys because I love you and because you’re hanging out with me at this time of night. Anyway, that’s it you guys. I appreciate you all. Again, ourfilm.org, go watch it, share it, have a party at your house. Invite people over and be like, “Okay guys, you gotta watch this video” and bring them over to your house. The biggest thing is bring them to your house and make them go opt-in to the funnel, that way they’ll get all the emails and sequences will help them spread it as well.  But just get them in there, it’ll be awesome.

Alright guys, appreciate you all. If you jumped on and missed the beginning, there is some context, sometimes you go on Facebook Lives and you catch the last 2 minutes, you’re like “What in the world are they talking about?” So I’m going to end, feel free to go back to my page and start at the very beginning, watch it, there was a point and I think it was awesome. Alright, appreciate you all, thanks so much for hanging out tonight. Have a great job and great time and we’ll see you guys soon. Bye everybody.

Jul 16 2018

22mins

Play

Rank #18: DO HARD THINGS!!!

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If you want to be worthy and ready for the mission that God wants to give you, it’s time to follow this one simple principle.

On today’s episode Russell talks about a lesson he learned recently from his former high school football coach that applies to all aspects of life. Here are some of the inspirational things you will hear in this episode:

  • What advice Russell’s football coach would leave his children, which is good advice for everyone.
  • Why doing hard things increases our capacity to do even harder things, eventually making us amazing.
  • And why it’s important to always be working towards doing more and more hard things so that when our moment in the sun comes, we can really shine.

So listen here to find out why it’s important to do hard things.

---Transcript---

What’s up everybody? This is Russell Brunson, I want to welcome you to the Marketing Secrets podcast. Today I’m going to help you guys to actually do some hard things.

Alright, alright, I’m heading to the office today, I am so excited. This is the first day in like 5 days that I have a chance to actually go and move forward on plans for world domination, because it’s been weekends and holidays and school things, and today I get to actually work. We also have a Two Comma Club X program here, so we got about 250 entrepreneurs here in Boise working on getting to their million dollar funnel, which is exciting. And it’s exciting, everything is amazing.

But today I want to talk to you guys about something that I think we are not talking enough about. I was at church on Sunday, and what’s crazy, so I grew up  in Utah and when I was in Utah my high school wrestling coach, his name was coach Lee Leslie, football coach, sorry. And I wasn’t that good at football, I’m not going to lie.

But anyway, he was a really great coach. I think a year after high school graduation he left apparently, and I didn’t see him for like 20 years. Then I moved to Boise, Idaho and I moved around, and finally moved into my new home and I go to church first day, and guess who is in my ward? Mormon’s, we call our churches-wards. So in my ward, my church I was sitting there and I hear this guy talk and it’s this voice from the past and I was like, “Wait a minute, is that coach Leslie?”

And I’m like, “Dude, you have no idea who I am, but you were my football coach in high school! How crazy. So we kind of reconnected, and now his son Jake, who is an amazing designer works for us and it’s really, really cool. Anyway, he is actually moving away and on Sunday he had a chance to speak and then now they’re basically moving to a different area. Anyway, he spoke at church, it was really, really cool, which that could be a whole topic for another day.

But afterwards in one of the classes they asked a question, if you were going to die, what feedback would you leave your kids? What Coach Leslie said was so cool, he said in his masculine, manly voice he was like, “I would tell my kids to do hard things.” And that was it. I was like, huh.

I started thinking, most of us, we don’t do hard things anymore, especially our kids, and I’m afraid for our kids’ kids. We just don’t do hard things anymore. If you really want to become amazing at what you do, you have to do hard things, you have to be okay with that. And I was thinking, why do we have to do hard things? And it all comes down to this word, which is the coolest word ever, at least for today, and the word is capacity.

When you do hard things it increases your personal capacity to be able to do harder things. Then you do harder things and it increases your capacity to do even harder things. And you keep going through this process.

I kept thinking back, if I would have started Clickfunnels, let’s say I met Todd when we were both like eleven years old, back in the day and we would have launched Clickfunnels, it would have been a colossal failure, because we hadn’t done hard things yet, our capacity was not up to snuff. We wouldn’t have been able to handle the load of what’s come. I know everyone’s like, “Oh Clickfunnels is so fun and amazing and nice.” And it is, and it’s amazing, but I can’t tell you the stress and the pressure and the things that come down upon us almost on a daily basis that we have to figure out.

And it’s hard, and we do hard things and it increases our capacity and prepares us for the next thing, so we can do hard things, we can increase our capacity to do the next hard thing, so we keep moving forward and eventually take over the entire world, which is the goal and the game plan. People are like, “What is your 3 year goal?” To take over the world. Come on now. What’s yours?

So I want to share this because we know this is true. You see it in aspects of life, like if you want to lift weights and increase your capacity. You lift weights, you do hard things, you tear the muscles down, your muscles build up. You want to get stronger so you do hard things, you tear the muscles, they build up stronger.

But the same is true in all aspects of life. If you want to be amazing, if you want to change the world, if you want to grow a company, if you want to sell products, if you want to be famous, if you want to be an athlete, a superstar, whatever it is, you have to become really, really good and comfortable at doing really, really hard things, and being okay with it.

So my message for you guys today is simple. Those things that you look at and you’re like, “I don’t know if I want to do that, it’s going to be hard, I’m going to be tired, I’m already tired, I don’t want to do that.” All those things that come out of our face, you gotta stop and say, “You know what, I can do hard things. I’m go and I’m going to take this thing on. I don’t know how I’m going to do it, it’s going to be painful and not fun, necessarily, but I’m going to do hard things.” And then you do it and guess what happens? You figure out a way to do it and it increases your capacity.

When your capacity increases, then you do the next thing and you figure it out and increase your capacity and you keep doing that day in and day out, week in and week out, month in and month out, year in and year out. Guess what happens? In a year, two years, five years, ten years from now, you will be amazed at what you’ve been able to accomplish and what you’ve been able to do.

I look back now at my challenges from ten years ago and I’m like, dude I was such a wuss. I was whining about this thing that wasn’t really, nowadays I could do it juggling backwards on my head upside down. It would be super easy, because my  capacity has gotten to a point where I can actually handle it.

So that’s true for you guys too. If you want, over the next year, ten years, decade or whatever it is of your life to really accomplish what it is you want to accomplish, you have to become good at doing hard things now. Because the only way to increase your capacity so you can be prepared to be do the next hard thing. So you can increase your capacity so you can be prepared for the next hard thing.

Everything in life is a progression. It’s like walking up a flight of stairs and you get closer and closer and closer to your mission, to your goal, to whatever it is you’re trying to do. It all comes down to doing hard things, which will increase your capacity, which then you can do more hard things and keep going through the cycle.

I was thinking a lot this week about Tony Robbins, he said something that most people they overestimate what they can do in a year, and underestimate what they can do in a decade. I started thinking, I think a lot of are that way. Okay, I gotta be blah, and we have these big goals for what we want to do in the next year. It’s like, chillax on the whole year goal. Let it come, work hard, keep moving forward, but don’t stress about the year goal. But if you’re doing what I’m talking about, and you’re doing hard things, and you’re stretching your capacity and you’re consistently doing it, over a decade you’d be shocked at what’s possible.

Clickfunnels now, we’re not even three years old. Excuse me, we’re a little over three years old. We’re not even four years old yet. And I look at what’s been happening, and from the time we started, so probably five years. So half a decade. Half a decade from idea to where we are today, we’ve built this huge company and we’ve changed thousands of people’s lives around the world. It’s fascinating when you see what happened.

But if I would have been like, “I’m not going to hit my year goal because we’re spending all this time developing this weird thing called Clickfunnels and we’re losing all this money and I had to fire all these people.” All the stress that came around it ahead of time, we never would have got here. But we did hard things, increased our capacity, got better, did some more hard things, increased our capacity, got better, until eventually boom, out pops Clickfunnels. And then boom, out pops the next thing, and the next thing, and the next thing.

I’m grateful that Clickfunnels didn’t start with 65,000 members or I probably would have crushed personally under the pressure of it. I’m sure that Todd would have, and Ryan, all of our team, we wouldn’t have been able to handle it because our capacity wasn’t ready. But we were able to grow with it.

That’s the nice thing about having kids. Everyone’s stressed out about having kids. “This is going to be so hard.” The good news is when the kids come out, they sleep most of the time.So you don’t have to be amazing, but as the kids get bigger, you increase your capacity, you get better at it, and eventually by the time they’re walking and toddling, you can keep up with them, and by the time they’re teenagers you’re able to keep up with them, because we’re growing with them. We’re doing hard things with them and we’re increasing capacity.

So I want you guys thinking about this, the mission you have in life, the goal, the reason why you’re here on this planet, my guess is right now you are not ready for it. You could not handle the strain and the capacity it would take for you to actually be successful in that thing today. For some of you guys, you’re like, “Screw that, I’m not even going to try. I’m going to go back and watch cartoons.” I understand that.

But instead, be like, okay, I have to figure out how to increase my capacity so that someday I will be worthy and able to handle this mission that God or the universe or whatever you want to call it is going to give you, and you’ve got to be prepared for that. So the way you get prepared for that right now is you do hard things.

So my question for you is what is the hard thing? That you’re looking at right now that you’re like, “I don’t know if I can or I should do that, it’s going to be so hard.” What is that thing, and just go do it. Just tackle it head on and destroy that thing and own it. Look at thing and go, “I own you.” And then go and dominate it.

So there you go you guys, today is the day to do hard work. Coach Leslie told me that if he could give his kids one piece of advice it would be do hard things. So for you your message for today is do hard things. And now you know the reason why, because you’re going to prepare yourself for the mission that’s eventually going to come to you. You’ve got to do hard things today to be ready for it.

There’s a quote that I’m going to slaughter, because I don’t know off the top of my head but, Winston Churchill said, “There comes a time in every man’s life, when he’ll be figuratively tapped on the shoulder and offered the chance to do something unique to him and his talents and his abilities. What a tragedy if that moment finds him unprepared or unqualified for that work, which could have been his finest hour.” 

Now is the time you guys, to start preparing. And you do that by doing hard things. With that said, I appreciate you guys all. Have an amazing day today, and I will talk to you all soon. Bye everybody.

Jun 02 2018

9mins

Play

Rank #19: The "Offer" That Helped End World War 1 (Hint: It Included Toilet Paper)

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Creating an offer is the secret behind getting anything you want… including prisoners of war.

On today’s episode, Russell talks about how Harry Reichenbach helped end World War I with an offer that German soldiers couldn’t refuse. Here are some of the awesome and surprising things to look for in this episode:

  • What was in Reichenbach’s offer that gave him the ability to convince German soldiers that it would be better to be prisoners of war than to continue fighting.
  • How everything in life is pretty much about selling someone an irresistible offer.
  • And how Russell could easily convince you to purchase an iPhone from him for double the cost of every other iPhone being sold.

So listen here to find out how hook, story and offer can convince someone to marry you, go to the movies with you, or even end a war.

---Transcript---

What’s up everybody? This is Russell Brunson and I want to welcome you to the Marketing Secrets Podcast. Today I am going to show you how a simple stack slide was the key, one of the keys to helping end World War I.

Alright, I’m so excited today. I am with my wife, we are celebrating our second anniversary, we decided to rent an Air B&B in San Diego and just ditch everyone, our kids and our family and we’re just sitting here, literally doing nothing. We’re reading, watching tv, eating junk food, getting massages and rinse and repeat. It’s been really fun.

So I bought one book with me, this is a book I’m actually really excited to, I’ve been really excited to read. One of my friends, Joe Vitale, AKA Mr. Fire, he wrote this book when he was, I don’t know about 15 years or so ago, right at the time I was getting into internet marketing. I remember seeing it and I think, I can’t remember if I read it or I read part of it, whatever, but I know I bought it and I had it and it was all about PT Barnum’s secrets to business success. It’s called, There’s a Customer Born Every Minute.

Some of you guys, if you know about PT Barnum, there’s a quote that he said, “There’s a sucker born every minute.” Which apparently is not true. But Joe Vitale’s book is called, There’s a Customer Born Every Minute.  This book is super rare now, in fact, I tried to buy another copy of it on Amazon, it’s hard to get. And then I called the publisher, and actually ordered 650 copies that we are sending out to all of my Two Comma Club X members. So those of you guys who are in Two Comma Club X, and my Inner Circle, you should be getting this book in the mail, which you’re going to love.

Anyway, I might do a podcast on just all the amazing marketing stuff I’m learning from this book, because there’s so many, so many good things here from PT Barnum and from everything. But there’s one lesson I just read that was so good I literally dropped my book and I was like, “Okay, I have to go do a podcast on this, because this is insane and amazing and hopefully will prove a point I’ve been trying to make over and over and over again. That everything good in life comes by making really, really good offers.

So here we go. So in this book, this is actually not something PT Barnum did, this is one of PT Barnum’s, one of his students? Someone who studied Barnum. His name was Harry Reichenbach, they said he was basically the single greatest force in the American advertizing since PT Barnum.

Anyway, there’s a whole bunch of stories about him, but one that was insanely cool. Basically he created an offer, he created a stack slide, to try to stop the war. He printed out 45 million of these things, and flew over enemy lines, and dropped these things for the German soldiers to get, and he was hoping they would read this offer and become a prisoner of war. So literally he created an offer to get somebody to become a prisoner of war.

So I’m going to read this from the book, because it’s so insanely cool. You’re going to hear exactly what the offer was and how it worked, and how effective it was. It said, “During World War I, Reichenbach created a diploma that the allies dropped by plane over German Lines.” So every time I say “diploma” think stack slide or think offer. So he created an offer that the allies dropped by plane over the German lines. “The Diploma (the offer, the stack slide) gave any German soldier, upon surrender, status as a “prisoner with officer rank.” The back of the diploma listed the benefits:”

Okay, so the first thing, if you decide to take this offer, when you go all in today, I’m going to make you a prisoner with officer rank. So that’s not just a regular prisoner, it’s like a higher ranking prisoner. And on the back of the diploma, the back of the offer, stack slide, listed the benefits.

Number one, bread and meat to every single day. So when you become a prisoner of war, I’m going to give you bread and meat to eat every single day. Number two, you’re going to get cigarettes to smoke. Number three you’re going to get a delicing comb, I’m guessing that’s some type of comb you can comb your hair with. And number four, twenty-four sheets of toilet paper a day. Apparently that was the one that pushed people over the edge, because apparently they didn’t have toilet paper, which if you’re a German soldier out there trying to kill people, I don’t know about you, but I would like some toilet paper. So they got twenty-four sheets of toilet paper a day, if they go with this offer.

I apologize if you hear planes flying by. We’re in San Diego on the beach and there’s planes everywhere. Anyway, it says, “About 45 million diplomas (offer slides, stack slide, whatever you want to call it) 45 million were dropped over enemy lines during the war. Thousands of Germans grabbed the offer and put down their weapons. The German Army became so concerned that it passed a law making it a capital offense to pick up any paper on the battlefield. In short, bend over and get shot. The brilliant scheme worked because the German soldiers wanted – more than anything – toilet paper.”

Are you guys getting this? He wanted to end the war, he wanted more prisoners of war. So instead of just trying to capture people and pull them by their will he said, what if we made an irresistible offer, an offer so good that they would just come and give themselves to us. That way we didn’t have to go and beg and fight and scheme and do all this, they’d actually come to us.

They said okay, first thing, we need to give them status. Hopefully if you’ve read the Expert Secrets book, the light bulb went off in your head. They gave them status, number one is that when you do this, you’re not just becoming a prisoner of war, you’re becoming a prison with officer rank. You will have status. They’re like, “Oh my gosh, this is great. I want status.” Then he said, okay, what other things do you need?

If you look at the internal struggle. I’m going to be hungry. I’m going to give you bread and meat to eat every single day. “Wow, that’s better than I’m getting right now.” You’re going to get cigarettes to smoke, number three you’re going to get a comb apparently, to comb your hair. And then 24 sheets of toilet paper. That was the thing that pushed them over the edge.

“When you act now, I’m going to give you 24 sheets of toilet paper.” Anyway, I just thought it was so cool to see how this dude basically just created an offer to end the war. And if you think about it, everything we do in life all comes down to being able to create amazing offers. Think about if you want your friends to go to a movie with you, the better you can make the offer, the more likely they are to go with you. If you’re like, “Hey I want to go to this movie, it’s going to be really good.” They’re like, “I don’t want to see this movie.” You’re like, ugh.

But if you’re like, “If you come to the movie with me, I’ll buy your tickets, number two I will buy you a treat. Number three I’ll get us front row seats, number four, I’ll get blah, blah.” If you create an offer they’re like, “Sweet, I’m in.”

Think about this when you met your wife. You’re like, “Hey, do you want to go on a date?” She’s like, “uh, you’re okay looking.” You’re like, “How about this, we’re going to go get sushi, after sushi I’m going to take you to a movie, then after the movie we’re going to do….” You create an actual offer. And they’re like, “Yeah, I’m in. I want to do that.”

The better you become at offer creation, the better you do at everything. You’re going to find a better spouse, you’re going to be able to get your kids what they need to do, you’ll be able to motivate and entice your employees, you’re going to be able to sell your customers better price. You’re going to be able to end a war and get people to become prisoners of war for you. Whatever it is you need done, it all stems down to this one amazing thing, which is how do we create a really, really good, irresistible offer.

It’s just so cool to see in this context, because it could work in any of them. It’s funny, I was doing a presentation for the Two Comma Club X people the other day, and I was trying to explain offer creation and it was funny because a lot of them are in ecommerce too, so every time I get ecommerce people they’re like, “Well, I sell physical products, I can’t do offers.” I’m like, ugh, I want to stab you in the eye. It is so easy with physical products.

And then all the sudden an example popped in my head that I shared, that I want to share with you guys because I think it’s so good. So I said, okay let’s say you wanted to, you were going to go buy an iPhone right. And let’s say you already even had an iPhone. I was like, “Hey, I’m going to sell you my iPhone.” And you’re like, “I already have one.” Or “Why would I buy yours?” and hold on, one more caveat for this, I’m going to sell my iPhone for twice as much as you can buy it retail.

“So you can buy this iPhone I’m holding in my hands for $500, if you go anywhere online, or you can buy mine for a thousand bucks.” I guarantee you, in about 5 seconds from now, I’m going to get everyone of you guys to wire a me a thousand bucks for my iPhone.” Alright, this is the deal, “When you decide to buy my iphone right now, the first thing you’re going to get is an iphone, which the retail price is $500, you can get those anywhere, so that’s not that special. Therefore, it is not an offer, we are selling a commodity, and when you have a commodity, it is a race to the bottom.” So a commodity is the worst thing you could possibly sell. That’s what most people do.

So I’m taking this commodity, this iphone and now I’m going to turn it into an offer. “When you buy this iphone, a couple of things. Number one, recently I went through my entire library. I have purchase conservatively between $450- 500,000 in marketing courses over the last 15 years of my life. I used to have them on six bookshelves that wrapped two rooms in my old office, but I recently sent them to my brother, who took all, I’ll say 300+ marketing courses, average cost per course were a thousand dollars, some were 4 or 5 thousand dollars apiece, he took all of those and burned all the audio’s onto audiobook format. And those are all on my phone. I’d say conservatively you’re looking at, at least $450 – 500,000 in marketing and sales and personal development courses. All on this phone.

“So when you get this phone right now, I’m also going to give you access to all those courses because they are already on my phone. Number three thing I’m going to give you. I’m also going to give you an app called voxer that gives you a secret portal into a voxer app on my own personal phone. So anytime you want to vox me, you can click on a button and ask me any question you want, as often as you want.

“Number four, on my phone in my address book are the phone numbers of many really amazing people. Tony Robbins’ cell phone number is in there, Brendon Burchard, Frank Kern, Dan Kennedy, actually that’s not true. He doesn’t  have a cell phone. It’s his fax number, so I can fax him. He’s in there. Pretty much all the top marketing, sales and personal development guru’s on planet earth, their personal contact information is in my phone here.

“And number five, you have access to…” what else could I put in here.? You see, now I took this phone that normally sells for $500 for everyone, now I made an offer. How many of you guys would pay me a thousand bucks for this phone. Everyone on planet earth would. I had a friend who, I didn’t know this at the time, was about to go through some really bad times. He messaged me and he’s like, he basically did that, he said, “Hey man, I got this old cheap laptop here, it’s like a $500 laptop. But it has all my entire marketing library for the last 20 years on it. If you want, I’m getting a new laptop, I’m just going to throw this one away. If you want, I’ll ship it to you for like $5 grand.” And he told me all the courses that were on there, and I was like, “Done.” Wired him $5 grand and he shipped me out this laptop with all these courses on it, and it was the coolest thing in the world.

A couple of things, number one, it’s probably not legal to do what he did, because he doesn’t  have the right to transfer those things, but I was like, but I thought it was he was just offering it to me as “this is my old laptop, you could just have it.” Little did I know, he made that same offer to a lot of other people, I think he ended up selling 20 or 30 of them at $5 grand a pop. He made himself quite a bit of money, really, really quick. All under the table. He was racing from a law thing, I found out later. Anyway, that’s a story for another podcast episode.

But the concept is true. If that makes sense. So it all comes down to offer creation. I don’t care if you want to get prisoners of war, if you want to find a beautiful wife, if you want to get your kids to do the right things, if you want people to go to the movies, you want people to read a book, if you want people to do whatever it is, that is the key.

Stephen Larsen in our Two Comma Club X event, he got on stage, I don’t know if I told you this already or not, and he got a book that he had never heard of, never read before, stood up and made an offer, saying “If you get this book I’m going to give you this and this, told a story about the book and made an amazing offer.” He had ten or twelve people buy the book, while they were sitting in the room, he had two people run on stage and fight for the book, and after he got done he said, “I’ve never read that book. I have no idea what it’s about. But I wanted to prove two things. Number one, I told a really good story and number two, I made a really good offer. And if you have a really good story and a really good offer, you can sell literally anything, even if you don’t know what it is. That’s all it takes.”

So that’s the magic of this, you guys. The art of, the whole art of hook, story, offer. I’ve just been geeking out on that so much recently. If you look at, I’ve talked about it a lot in recent podcasts. Go back to the episode called hook, story, offer. The more you master that piece of it, the better you can be at selling anything.

I look at when I was an affiliate, I used to promote a lot of people’s products, and I would always be number one, number two. We always got in these big competitions. I look at, why did I always sell so much? And the reason was because I look at whatever the person was selling, and I’d create an offer around it. “Okay cool, when you buy so and so’s course, I’m going to give you this, this…” and I’d create an offer of my own things, that they would get for free when they bought this thing from somebody else.

That’s the magic of this whole game. If you want to be the top affiliate in the world, if you want to be the top network marketer in the world, you want to be at the top of selling your product or service, it all comes down to hook, story, offer. Having a good hook, telling a good story, and then making the irresistible offer. So if it works to get prisoners of war in World War I, I promise you guys, it’ll work for whatever it is you’re selling as well.

I hope that helps, appreciate you all. Have an amazing day, and we’ll talk soon.

Jun 12 2018

13mins

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Rank #20: Creating Your Perfect Listener Or Customer Avatar

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In my 15 years of doing business, I've never heard this critical business concept explained so perfectly.

On this episode of Marketing Secrets Russell lets you listen to how John Lee Dumas describes his ideal and perfect customer. Here are some cool things you will hear:

  • Why you need to be able to describe your ideal customer in detail in order to appeal to them.
  • Why it’s a good idea to make decisions based on what your ideal customer would like.
  • And why creating a few calls to action based on your customers needs will be beneficial.

So listen here to find out what John Lee Dumas’s perfect customer is like, and how you can nail yours down as well.

---Transcript---

What’s up everybody, this is Russell Brunson. Welcome to the Marketing Secrets podcast. Today I’ll take you behind the scenes of our recent affiliate mastermind talking about building out your customer avatar.

Alright everyone, so this last week we did an affiliate event for my top 20 affiliates for the Expert Secrets book, which was really cool. We had them all fly out here to Boise, we hung out, shared ideas, talked and it was really, really cool. In fact, the next few episodes of the podcast, I’m actually going to do right here in my home office. I’m here right now and I’ve got my notebook with a whole bunch of cool stuff and there are a whole bunch of really good takeaways that I think were valuable enough to share with you.

We also happened to film the event, so I’m going to get Brandon on my team to grab some of those clips and plug them into here so you can actually see some of the footage and some of the ideas and concepts, I think are really, really important. I know the last few podcasts I’ve done have been some long ones. Some an hour long, 90 minutes, so I’m going to get back to a shorter form to share some of the really cool things.

So first I want to talk about JLD, John Lee Dumas from Entrepreneur On Fire, who is I think the number one Clickfunnels affiliate right now. He’s going to be the first affiliate in Clickfunnels to make a million dollars himself, that’s his goal and he’s killing it. He’s also probably one of the lowest maintenance, if not the lowest maintenance affiliates I’ve ever had and partners. He’s just an awesome dude, and I love him and love working with him and it’s awesome.

So he was at the event and what was cool was that we had him do some Q&A with the group and somebody asked him, “I’m building a podcast,” and the first thing JLD asked was “Who’s it for?” and they’re like, “It’s for this kind of person, this kind of person, and this kind of person.” He’s like, “There’s your problem, you need to be able to identify exactly who your person is.” And then he went into this state where he shared exactly who his dream customer, his dream client was. I’ve never in the history of me doing this business, which is now 14 or 15 years heard someone more perfectly explain their customer avatar than JLD did in that moment. And I’m so glad we got it on film. I’m going to play that clip for you right now so you can see exactly what he said.

And as you’re listening to this I want you thinking through that because that is how clear you have to be on exactly who your customer is, and that way you create your product, your podcast, whatever it is you’re doing, you match it to your customer and that is the secret. So let me show you that clip right now.

JLD: So who’s you’re perfect listener?

Audience member: Our perfect listener would be a business owner, or an entrepreneur, or a real estate investor.

JLD: So that’s really vague. Perfect listener should just be that one individual that you see as that perfect, ideal client. Because once you’ve made that step and that decision as a podcast host, everything changes. So for me, when I was trying to figure out what I wanted Entrepreneur On Fire to be I was overwhelmed because it was hard for me to find what the path that I wanted to take my listeners on.

When I really sat down and said okay, my listener, or my avatar is Jimmy. He’s 37 years old, he has a wife and two kids ages three to five. He drives by himself to work every single day, it’s a 25 minute commute to work. He gets to a cubical at a job he hates for 9 hours. He gets done with his job, drives home, it’s a 35 minute commute home. He gets stuck in a little bit of traffic. He gets home and hangs out with his kids, has dinner with his family, puts his kids to bed, hangs out with his wife and then he has a little Jimmy pity party at the end of every single night because he’s sitting on the couch saying ‘Why do I spend 90% of my waking hours doing things that I don’t enjoy doing? Commuting to a job I don’t like, being at a job I don’t like, commuting home and only 10% of my waking hours doing things that I love. Like spending time with my kids and my family.’

Jimmy is my avatar, he’s the person that, as he’s driving to work, should be listening to Entrepreneur On Fire so that when my guest is sharing their worst entrepreneurial moments he can understand that it’s okay to fail. That you can learn lessons from failure. And that when he’s driving home and my guest talks about their aha moment, he can talk about how you take an aha moment and turn it into success. And then instead of having that pity party at night by himself on a couch, he can listen to the lightning round where my guest is sharing their best advice they’ve ever had, their favorite book, their favorite resource, so he can start to put together the pieces of the puzzle.

So for me, whenever I come up to any question I have above the direction of my podcast, I go to my avatar and I say, “WWJD, what would Jimmy do?”  And I know from that one answer that that’s the way I gotta go. So if you sit down and really say hey, this really is the one perfect listener of my podcast, then you’re going to know that person inside and out. You’re going to know where  that person hangs out, what Facebook groups they’re in, what LinkedIn groups they’re in. How to advertize to them, what lead or ad is going to be appealing to them on Facebook, that’s going to get them to download it and be promoted to your show.

And again, this is you ideal, perfect client. You can probably picture right now, this person that whenever he sits down in front of you, you’re just like, “Dude, you’re like my favorite client.” And he’s like, “I know I’m your favorite client.” That’s the person that you want to be drawing in. So if you sit down and really just figure out who your perfect one ideal listener is, everything changes from that point forward and all the decisions you make are based off of that. So every piece of content you make for your podcast is speaking to that avatar, that one person. Every call to action you give, every intro, and every call to action, and every outro is for a specific purpose.

So for instance, in my podcast, Entrepreneur On Fire, you’ll hear me, I have seven rotating calls to action on my intro’s and outro’s. One’s going to say, “Hey this John Lee Dumas of Entrepreneur On Fire where I interview the world’s most successful entrepreneurs 7 days a week. By the way if you’re struggling with a goal right now, you should check out the Freedom Journal, because I teach you how to accomplish your number one goal in 100 days, so visit thefreedomjournal.com” And that will be one call to action that will bring people down one specific funnel that will result in them purchasing my journal, the Freedom Journal, for $39.

And then I have the call to action in my outro that says, “Hey guys, I hope you enjoyed the chat with Russell today. He rocked the mic as always. Oh, by the way, if you’re thinking about creating your own course, your own podcast, I have a free course called Free Podcast course, it’ll teach you how to create, grow and monetize your own podcast in 15 days.

So then they’ll go to that URL, they’ll sign up for the free podcasting course, which lead them to my free master class, which I do every two weeks live. And then the master class will lead to me pitching them Podcaster’s Paradise, which is what we have for our premium podcasting community. So every single call to action I have is for Jimmy to take him into one of my 7 or 8 functioning funnels that I have to result in some kind of revenue being generated at the end.

So I think the steps you can and should take is really nail your avatar, understand who that person is as an individual, and then start creating one, two, three calls to action that you’re using in your intros and your outros that are getting them into a beginning part of a funnel, that’s going to result in your ideal action, which might be a phone call. Which might be, whatever, you know, investigating their first dollar with your company. Whatever that result is, that’s the funnel you’re taking them in. Does that make sense?

 I hope you guys loved that. As he was talking I was trying to take notes. I’m like, oh good we got a video. It’s pretty powerful and I want to make sure you guys all know your customer avatar that clear as well. If not, it’s time to do your homework, stop the podcast and go think through that. Because as soon as it becomes that tangible, where you know who they, everything else becomes easier. With that said, thanks you guys so much for listening and we’ll see you on next week’s episode of the Marketing Secret’s podcast.

Aug 24 2017

8mins

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