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Marketing Secrets

Welcome To Russell Brunson’s Marketing Secrets Podcast. So, the big question is this, “How are entrepreneurs like us, who didn’t cheat and take on venture capital, who are spending money from our own wallets, how do we market in a way that lets us get our products and services and things that we believe in out to the world… and yet still remain profitable?” That is the question, and this podcast will give you the answers. My name is Russell Brunson, and welcome to MarketingSecrets.com.
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Apr 16, 2018

Something interesting I realized this weekend about how to reactivate people, get them to commit, and finally give them their big ah-ha.

On this episode Russell talks about planning a new 10x Secrets product, when he suddenly questioned why he continues to launch new products. He explains his motivation behind why he continues to do what he does. Here are some awesome things you will hear in this episode:

  • Why getting so excited about a new idea made Russell suddenly question why he continues to put out new content.
  • How spending money on training helps people re-commit to what they are trying to do.
  • And why he loves reading which of his products gave people the aha that made them re-commit.

So listen here to find out why it’s important for Russell to continue to put out content that will hopefully inspire different people.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. I learned something really interesting about myself tonight and I wanted to share it with you guys.

Hey everyone, I hope everything is going amazing for you guys. Today was Sunday, I had an awesome day at church with the kids and it was just really, really neat. Some of you guys know, if you’ve been listening, if you’ve been following, I don’t know. Everyone’s plugged in different spots, different places. But Thursday I did a really cool thing, I took the day of work off and I tried to read the entire Book of Mormon in a day, which was awesome. I podcasted about it over at bookofmormonchallenge.com, if you want to go listen to that podcast you can go and listen to it.

And then Friday, I did a training. So the training was for everybody who had gone to the 10x Growth Con event, Grant Cardone’s event. If you guys were there you saw at the event, I did a presentation and made 90 million, excuse me, not 90 million, that’d be cool, 3 million dollars in 90 minutes, setting all sorts of records and it was really, really cool.

Then the next day I got up onstage and we did a bonus where if anyone signed up before I left, basically we were going to let them, I was going to do a workshop where I walked them through exactly what I did and how I did it and all that kind of stuff. So that workshop I actually did on Friday, which was really cool. I thought it was going to be about 3 hours long, I ended up going for 6 ½ hours. I don’t know, I just get excited and I can’t stop talking and sharing and it’s just a lot of fun. Hopefully you guys are okay if I over deliver. But it was cool.

And then obviously, immediately afterwards I’m all excited to go and try to turn this into an offer and to sell it, and I bought 10xsecrets.com, and I’m like, “I’m going to put this in the offer, and this and this, and the training….” And my whole brain is going crazy with this whole process. And then part of me is like, why am I doing this? Why am I creating another offer, a new front end, another product?

Maybe it’s because I have a problem, I got a funnel addiction, maybe a little of all those things, I don’t know. But what was interesting, I actually this weekend thought a lot about that. It’s fun, I love reading the Facebook comments of people in our groups and especially just hearing people’s success stories and stuff.

And there’s this really interesting pattern this weekend for me, as I was just scrolling through stuff. So many people told me, “Oh for me Russell, it was when I read the Dotcom Secrets book, that’s when it clicked.” Or “Oh for me it was when I was at this event and you said this, and that’s when everything clicked.” And “For me it was when…” people are sharing what it was for them that made it all click for them, and when it clicked the business took off.

And it made me start thinking, what were the pivotal parts in my journey where something clicked and it was like, transitional shift and shift and shift and shift. Twice this week I did trainings for the Two Comma Club X coaching program, where I shared something that had been shared other places, just had been shared differently and had different stories around it and stuff like that. And the same thing, people were like, “Oh that time it clicked. Now I understand where I’m going.”

So you never know when, like when you’re sharing message which one’s going to click with which people. That’s why I keep telling my stories and my things over and over and over and over again, because you never know when it’s going to click for that person who’s there. Sometimes it’s repetitive for some people and sometimes it’s like the thing that makes it click.

And I started thinking about this, I’m so excited to create this offer and then I was bummed about it because I was like, why am I doing this? The last thing in the world I really need right now is more money. I’m like, what is the reason? Why am I so excited about doing this? And then it kind of hit me, I think the reason why is that I know that, that training was the newest one I’d done. It was 6 ½ hours, I put my heart and soul into it because I wanted to over deliver.

It was really cool actually. I actually went through and I taught the foundation of offer creating, because that’s the key to the webinar. Then I taught the Perfect Webinar, and then I went through the actual presentation from 10x and then I pushed play and watched and paused, “This is why I did that.” Push play, pause, “This is why I did this.” Just kind of went through the whole thing.

It was interesting, I even found out a couple of new nuances to the Perfect Webinar that I didn’t ever realize until I was like pausing myself and I was like, “oh wow, I did that thing. I didn’t even realize that.” So I was sharing those things, talked about the price marinade, a whole bunch of cool things I’ve never really talked about before.

But I was thinking about this, between our email lists and everything, there’s over a million entrepreneurs that follow me, right. And when I put something out, because not all million are still active, excited and engaged. If they were, I would have a million people using Clickfunnels right now, which we’re working towards that, but we don’t have it yet. I think we’re at 61,000, which is pretty awesome still.

But I was like, those million plus people, my job as a marketer is like, re-engage them, and then re-commit them, and hopefully this time give them that aha. So I re-engage them by making a new hook. I talked in the last podcast about hook, story, offer. So I need a new hook to get them re-engaged. Because if I just keep selling them the exact same thing, it’s going to be hard to keep them in.

But if you look at this, think about this. I have perfectwebinarsecrets.com, which is like the script and the cd of me teaching the Perfect Webinar right. Expert Secrets is me teaching the Perfect Webinar in way more detail.  Secrets Master Class, which is part of Two Comma Club X, the old FHAT event was me teaching the Perfect Webinar. This was me teaching the Perfect webinar. It’s me teaching it, but it’s like the concepts, the contents not the same, but it’s similar. But it’s repackaged in different ways.

Where it’s like, The Perfect Webinar, that was the thing, that was the hook that will get them. Expert Secrets, I talk about that way, that’s the hook that will get somebody. 10x Secrets, we talk about how Russell made 3 million in 90 minutes, that hook will get a lot of people. It’s sexy, it’s interesting, it’s unique. The hook will grab a different segment, or re-engage people.

Then, I honestly wish I could, that six hour thing, I wish I could stream it to everybody for free. The problem is I know that if people get it for free, they won’t do anything with it. So that’s why we make an offer, that’s why we make a funnel. Because then I’m hooking them first, then I’m charging them, and the physical act of them pulling out a credit card recommits to themselves that they’re going to go down this path again.

So I hook them, recommit them, and then hopefully this time I give them the aha, the thing, that’s the one that…how many times have you gone and studied somebody’s stuff two or three or four times? Like you go to church every Sunday for 20 years of your life and all the sudden that Sunday, that person, whatever it was, you were ready right then.

So for me I feel like that, that’s really part of this business. The money, and if you guys aren’t to this point yet, I’m just going to break it to you, the money is not that exciting, moving forward. There comes a point where your house is paid off, everything is taken care of, it’s just not exciting, the money part. But the impact fires you up.

So it’s like, I’m hooking them. I have a million plus entrepreneurs, plus everyone else on Facebook, plus the entire world, throwing these offers out trying to hook them and get them to make a commitment. They commit themselves by actually paying for something, and my goal is for this time to give them the aha, the thing where they’re like, “Ah, this is the one.” And I know that 10x Secrets is going to do that for some people and I’m excited.

The only reason why we charge and do funnels is because we can get to more people. We can pay for advertizing and that hook gets out to more people, which hopefully grabs people, gets them in, get’s them to commit to themselves and hopefully that will be the one that gets them. It re-engages people, re-ignites people. People who have been on and off, on and off, on and off, hopefully this will be the one for them.

Anyway, that’s why. It was kind of cool. It gave me comfort, oh it’s okay for me to do this. I’m doing it for that reason. I want more people to be like, “10x Secrets, that was the one that gave me the clarity that I needed and the permission to do my thing.” Or maybe it’s Ignite Your Funnels, that’s coming out later this year. Or maybe it’s the next thing.

Right now Julie Stoien and I working on 10 books, 10 front end books to bridge the gap. We’ve identified 10 submarkets that basically use Clickfunnels, so we’re trying everything in our power to bridge that gap, bridge that gap, bridge that gap. So we’re making 11R’s, training, and success stories, and this is part of our big Project Mother Funnel, but we’re…..

Anyway, Julie’s writing 10 different books, one for each segment. You’re in ecommerce, this is how to use Clickfunnels, how to use a funnel. If you’re a business professional, if you’re a freelancer, if you’re an ecom, if you’re a business, whatever it is, if you’re in retail, here’s how to use funnels. It’s bridging the gap.

My goal is, all these different offers we’re putting out there, for these segments, I want someone in that segment to get that aha and be like, “Oh, that’s why you use a funnel.” I had one of my buddies literally last night, it’s funny, it’s a friend from not business world, and I always forget that people see me on Facebook, but anyway, he texted me like, “Hey man, do you do stuff for service businesses?” and I’m like, “My whole body of work, anything I’ve ever done for the last decade of my life works for service businesses.” But because it doesn’t specifically say for service businesses, they don’t know it right. They can’t bridge that gap.

So I wish the book was done so I could be like, “Yeah, get the book, it’ll tell you exactly how to bridge the gap and then you can go build funnels for your service business.” But we don’t have any yet, so that’s why I keep doing it. In case you’re wondering. Why I keep putting out offers, because I’m trying to hook people, get them to recommit to themselves and hopefully have that one be the one that gives them the aha that makes them move.

So I’m curious for you guys, when was it? Which was the thing, the product, the idea, the thing that gave you the aha where you’re like, “That was the thing.” Or have you had it yet, are you still looking for that? Was it a video, a YouTube video, a podcast, a product you bought? There’s a reason why I’m preaching like crazy around the clock to you guys, it’s because I’m hoping and waiting and wishing that each of you guys will get that aha from one of these things. Give you the thing you need to like, “that was the piece. That was the piece I was missing.”

So if you wonder why I publish so much, that’s why. I love it, and the feedback. I literally just scroll through the Facebook feed and I’m just liking everything, it just makes me so happy to see all the positive stuff. Anyway, that’s about it. I’m tired and I’m going to go to bed tonight because I’m getting up at 5 tomorrow, because this week’s going to be so much fun.

Sleeping becomes a nuisance. Have you guys noticed that? If not, you’re not having enough fun yet. I gotta sleep, but I gotta wake up early so I can start the party. I’m getting up at 5 tomorrow because I got my next episode of the Bookofmormonchallenge.com podcast I’m going to be recording, then I’m going to be lifting with Dave and with James. Then the party starts and the week begins. So it’s going to be a lot of fun.

Anyway, I appreciate you all, thanks for listening. If you are on YouTube, please click on the like, subscribe, comment, all that kind of stuff. I do actually, every YouTube comment does come to my email, so I do read all those, which is kind of fun. And if you’re listening to the podcast, please go to iTunes, like, comment, and subscribe. If you liked, commented, and subscribed in the past, please do it again because iTunes bumped us for a while, so we’re rebuilding the channel. So we may have missed your comments. So please come comment again. Appreciate you all thanks so much. Talk to you guys soon. Bye.

Apr 13, 2018

How to create the right hook that’ll make is so that selling becomes almost super easy.

On this episode Russell gives a condensed version of a training he did for Two Comma Club X, where he teaches about the hook, story and offer. Here are some of the things you will hear on today’s episode:

  • Why it’s so important to have a hook that grabs people’s attention.
  • What he used as the hook for his recently launched Book of Mormon Challenge Podcast.
  • A few other examples of hooks people used to sell their own products, and why they were so effective.

So listen here to get a quick idea of what you need to know about having a great hook and story to be able to really sell what you’re offering.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. Today I’m going to be talking about a hook, a story, and an offer.

Alright everybody, I hope that today has been amazing for you so far, whenever you’re listening to this. I want to share with you, a lot of you know that we launched, at the Funnel Hacking Live event we launched the Two Comma Club X coaching program, and it’s insanely good. It’s amazing, but there’s kind of the pros and the cons of it.

The pros are it gives you everything you could possibly need to start, launch, scale, grow your company. The bad thing is there’s like so much stuff that people get overwhelmed. So I wanted to go through and record a fast track that kind of goes through a higher level, like fast track of all the courses in order so people kind of know where they’re going.

So this week I recorded module number two, or fast track number two, which was called hook, story and offer. And went on for like 45 minutes, and I think it was pretty good, and then one of the guys in the group, he’s probably listening to this right now, so by the way, thank you. He said that, “I listened to every one of Russell’s podcasts, I’ve been to two Funnel Hacking Live events, I’ve done every course, every book, that was the best training I’ve ever done from Russell.” I was like, “That’s awesome.”

And I had a 45 minute conversation with Dave Woodword and James Friel when we were lifting weights on Wednesday, talking about it as well. And unfortunately I have to jump on a video here in like an hour, so I can’t go too deep into this, but I did want to share some thoughts with you guys because I think it’s super, super, super essential and I wanted you guys to think through it for yourself.

So what I want to talk about is, what’s the hook and the story of what it is you’re selling? Now, in the video that I did for our Two Comma Club X members, it was like, I was going into offer hacking. How to find people’s offers and hack them and all sorts of stuff like that, but one of the biggest things we talked about and we noticed is the key is like, for the really good offers, there’s three pieces. There’s the hook, the hook that grabs you. What’s the thing that grabs you? What’s the thing that grabs you?

And then there’s the story you tell behind that, and then there’s the actual offer that they’re going to get. And then each component of the offer there’s a hook, a story and an offer for each component of the offer. I wish I had more time to share everything, but the thing I wanted to share with you guys today is, it’s one of the most important things. What’s the hook of the story that you’re sharing?

And if you don’t have one yet, you need to create that. So in the video I went through and I took, if you guys know Drew Manning, he’s one of our Two Comma Club winners, he’s an awesome dude. He’s got a program called Fit to Fat to Fit. And his story is, he was a trainer for his whole life and helped a lot of people get skinny, but he never actually knew what it was like, so he’s like, “You know what, I’m going to get fat and then I’m going to try to get fit again.” So he went and gained like, I don’t know, 100 pounds and told the whole world. “This is what I’m doing, I’m gaining a bunch of weight, it’s going to be a huge thing. I’m going to fat and then I’m going to lose it again.”

And because of this story, this hook of this story he got tons of PR, he was on Jay Leno, all sorts of stuff. And now it’s like, whatever he sells, it’s like, “Hey, I’m Drew, I’m the fit to fat to fit guy. I’m the guy who was a trainer who never knew what it was like to be fat so I gained a whole bunch of weight and then I lost it all again.” And then anything that he says after that, people will give him money. You want to know why? Because the hook of the story is so good.

Drew, if you’re listening to this, there’s a lot of critiques I could give you to help you make your offers better, because that’s…but because the hook, it doesn’t really matter. A good hook and a good story will make up for a lot of other stuff. He’s killing it, and I was like, imagine, there’s stuff that…..anyway, someday I’m going to work with him personally and just be like, “This is how you ramp it up.”

But his hook and his story is so good that he’s making millions of dollars now. I was thinking about this, throughout time. If you guys remember Robert Allen, he has sold over a billion dollars under the Robert Allen brand. And Robert Allen had a really good hook and a story. He told people, “you could take me anywhere in the world, throw me in any city without any contacts or whatever, and within a month I will have purchased a house with no money down.” Or whatever. He told people that and no one believed him.

So he actually did it, did this big PR stunt, went and flew somewhere, did the whole thing and boom, he became Robert Allen because of that, the hook and the story. Natalie Hodson, Natalie spoke at Funnel Hacking Live, she’s amazing. What’s amazing about Natalie is the hook in her story. It’s funny, because there are people now who are trying to knock off one of her products, her first Two Comma Club product. It took her 4 months to go from zero to Two Comma Club with a $37 ebook, which was teaching women who, mothers how to not pee your pants. “Abs, Core, Pelvic Floor.” And she sold like 50 or 60 thousand copies of this ebook.

It’s funny because there are a lot of people now trying to knock her off, and they’re all going to fail because they’re copying the offer but they’re missing the hook and the story. So what’s Natalie’s hook and story. Well she was on a…I think she was actually in a video with Drew, if I remember right, it’s a small world. Anyway, so she’s filming a video, a workout video and in the video she pees her pants.

And instead of hiding it she decides this is a good, I don’t know if she consciously did this, but she put it out there and it’s an amazing hook. “I’m a fitness trainer, I’m teaching people how to lose weight and I’m sitting there live on camera and I peed my pants, here’s pictures of it, it’s so embarrassing.” So she tells that story, the hook and story and people get excited. And then boom, 60 thousand copies of her book later.

The hook and the story were so, so good. And the better the hook and the story are, I’m not saying the offer can be worse, but like, the better hook the story is, you can sell anything.

It’s funny, Drew is actually selling Ketosis stuff now which has nothing to do with his actual fit to fat to fit story, but the story and hook is so good, he tells the story, people are hooked and then boom, he can sell them whatever he wants at that point.

So for you, I want you thinking, what’s my story, what’s the thing? Some of you guys may know, I launched my religion podcast this week actually, yeah this week. I went through the same process here, I could just make a podcast like, “Hey, I’m going to teach you what my beliefs are..” but the hook and story were horrible. I need a hook and I need a story. It’s got o be something that’s going to drag people in.

The good thing about stories is people share stories. They’re like, “Oh, there’s this girl named Natalie..” “Oh this guy named Drew he went fit to fat…” and they tell the story right. So I was like, I need a story. I didn’t consciously do this, but this is what came out. I was like, I need something really, really cool. So the hook for my podcast was basically, “I’m Mormon, I believe in the Book of Mormon, and I look at my house, there’s all these Book of Mormon’s laying on the ground everywhere that I never read. They just sit there. And I realized this thing that’s so important to me, I’m not treating it…I’m treating it lightly.”

And so I was like, I need to make this real to me. So I went online and I found on eBay a copy of one of the original 5000 Books of Mormon, I spent a small fortune on it, and now I’m reading it and sharing my journey because I want to make it special to you again, right. So that was the hook. And now I got all these people who are sharing my podcast that are like, “This dude Russell, he..” all my Mormon friends, it’s kind of fun watching. They’re sharing it and like, “my friend Russell, he’s a Mormon too..” so they’re sharing it in Seminaries and Elders Quorum.

Anyway, it’s kind of fun how fast it’s growing inside the church because everyone’s like, they feel that same way. Like, “Man I feel the same way.” If you’re Mormon and you’re like, “I don’t treat the Book of Mormon like I should.” And all the sudden there’s this guy who felt the same way so now he spent a fortune, bought an original one and now he’s taking us on a journey.” And all the sudden people are like, “Oh, I want to be part of that story.”

I’m sure there’s a lot of people who, I think about Drew and again, I don’t know Drew’s whole story, I don’t know him super well. But you know, one of the biggest things in the weight loss space, I see when people try to teach people how to lose weight, but they’ve never been fat in the past, it’s hard for them to get a lot of traction. A lot of times they can do personal training, but it’s hard for them to blow up as a celebrity, as a guru, as an expert or whatever you want to call it because the masses are like, “Well they don’t know what it’s like to be fat.”

So he told that story and now everyone’s like, “Dude, this trainer who wanted to prove that he could do it. So he gained all this weight.” Now it’s a story worth sharing, it’s a good hook.

Now the same thing happened with this, it was a story so it started getting spread. Then this week I was like, “I need another good hook and good story. What can I do to get people listening to this, now that it’s live and it’s launched?” Some of you guys saw yesterday, I actually, there’s this guy in the Mormon church, his name is Parley P. Pratt, he lived back in the 1800s. And someone gave him a copy of one of the original Book of Mormons, because that’s all that they had back when they first came out. And he started reading it and he read the entire thing in a day. He said that eating and sleeping became a nuisance to him.

Anyway, I found out that yesterday was actually his birthday, so I was like, “I’m going to do a Parley P. Pratt day.” So I took the day off of work, and I went and read the entire, well I tried. I spend 18 hours, I almost got halfway done. It’s a big book. But I read the whole thing. I did a Facebook live where Italked about it. And this is something that I put zero dollars in advertizing behind, I just posted on my personal wall, “Hey, I’m doing this crazy thing.” And from that, I think this morning it had like 3.9 thousand views, over 1500 comments, likes, and shares, like interactions with it. And hundreds and hundreds of people subscribed to the podcast from it.

So it was like this thing. I made a story, an event, a thing out of it and that’s what got people excited. It was the hook and the story. Now people are subscribing to the podcast. If you’re interested in my beliefs and my faith go to bookofmormonchallenge.com you can subscribe and listen in.

But that’s kind of what it is right, you’re creating a story, you’re creating a hook and story that gets people interested.

Apr 9, 2018

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 6, 2018

Today’s topic was “how to change the world”

On this episode Russell recaps the fourth and final day of Funnel Hacking Live. Here are some of the awesome things that happened on day four:

  • Brian Bowman speaks about acting with a sense of urgency.
  • What happened that caused Russell to realize that next year there will have to be security at the event.
  • How Myron was able to close even more people into Two Comma Club X
  • And how Garret White and Tony Robins rounded out the day.

So listen here to find out all the awesome details that happened during the final day of Funnel Hacking Live 2018.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to day number four of Funnel Hacking Live. This is the last recap episode to share with you guys the last day of Funnel Hacking Live.

So far I’ve covered in the last three episodes, number one we talked about Impact and Income, number two was One Funnel Away, number three was Two Comma Club and today I’m going to talk about Changing the World.

Alright everybody, so excited to have you guys here for this episode. So I’m going to walk you through the last day. The last day, it was a special day. It was really, really cool. The day started with Brian Bowman, and if you guys don’t know Brian yet, he’s an amazing human being, one of my favorite people on planet earth.

But he came up and told his story. The title of his presentation was taking action with a sense of urgency. He talked about his wife, who was struggling with Lyme Disease and showed videos of her and then talked about what he’s done to try to overcome that and how if you want anything good in life, you have to act with a sense of urgency. You can’t just like, “Um, we’re going to get to that eventually.” It was an emotional presentation, it was amazing. And I’m just grateful for Brian for sharing a personal struggle and story to help inspire other people to act with a sense of urgency. It was so good. So thank you Brian, for that.

So after Brian spoke, then I got back on stage and there was a bunch of people asking questions about the Two Comma Club X offer, so I answered some of the frequently asked questions there. When that was done, then I did a presentation called Breaking The Chains of False Belief. I actually brought back Myron Golden on stage to do that, because Myron is a master storyteller and closer and I basically told people initially, I said, “Okay, how many of you guys have already signed up for Two Comma Club X?”

We had, I think at the time 400 and something people had signed up. I had them raise their hand and said, “For all you guys who’ve already signed up, Myron’s going to come up and show you some of the best closing techniques I’ve ever seen, ever. It’s going to be really fun. How many have not signed up yet?” And everyone else sheepishly, “Uhh..” I’m like, “Okay for those of you guys who haven’t signed up yet, I’m going to have Myron help me get you off the ledge. These closing techniques are intended to help close you, get you to sign up for the program because I know it’s what you need to take your business and your life to the next level.”

So Myron came up and basically, he’s the man. He came up and I asked him some questions. I knew four stories that he had that are amazing stories. I kind of set him up, I said, “Okay Myron, tell us the first story about the preeple, sheeple, people…. That one.” So he goes on and tells this thing, it’s a ten minute story that’s just amazing and gets people to realize, “Wow, that’s the shift I need to make.”

And then I said, “Okay, tell the eagle story.” And he told that one, and he told all four of these stories that were amazing. He’s so amazing, I could listen to him all day long and never get tired. At the end I came back up and said, “Thanks so much for doing that.” We all gave him a round of applause and Myron left the stage and I kind of did one last push, “Look guys, this is the deal. This is not about me. This is about you and you need to….” Kind of did my last close to get people to sign up during the break “because we have a thirty minute break and when we come back Garret White’s going to be onstage and when he gets off the stage it’s closed down and you can’t sign up anymore, so now is the time to go back.”

And then the funniest thing is, I played a Voxer clip from Brandon and Kaelin, they’d messaged me the night before, so I had a hand held mic, so they’re listening to my hand held mic, playing my thing over the speaker so everyone could hear the voxer. It was just really cool to have Brandon and Kaelin kind of tell their story about what happened three years ago since they first came and where they’re at today, it was awesome.

Then as I get done I’m talking and talking and all the sudden I see somebody coming from the back of the stage. I was like, oh it’s one of the stagehands that needs the mic, because I had a mic on my ear. So I turn around and hand this person the mic and as I’m handing it to him I realize that is not one of the stage people, he’s got one of our shirts on and everything.

He grabs the mic and starts talking and I’m like, “I just handed someone who came onstage a hot mic. What in the world?” and the guy starts talking and talking and in my head I’m like, “What in the world? They let him onstage, there must be a reason why we let him onstage.” But he’s telling this story and I have no idea what he’s talking about it. It was weird.

Then all the sudden I see Dave coming running up from the back and I’m like, “Oh no, this guy’s not supposed to be onstage and I handed him a hot mic in the middle of my close.” So Dave came up and took the mic from him and took him off stage, and it totally threw me off guard. I was just like, it ruined my momentum.

I was like, “That was not planned. Alright guys, we’re taking a break, go sign up.” And I walked off, and I was just like, what in the world just happened?

So first off, never do that an event. There’s no way to faster offend people and make the promoter upset than you coming onstage and taking the hot mic from them. Second off, now we’re going to have to have security guards at Funnel Hacking Live to keep people, anyway, it’s just not cool. That was not cool. If you are the one who did that, that was not cool. Don’t ever do that again, that’s not cool.

Second off, it totally caught me off guard, but luckily didn’t close the momentum. And then we broke and went off stage and during that period of time I think 250 or 300 people signed up for the coaching program. So Myron’s magic pushed over another almost $3 million in sales in 30 minutes. It was cool and gave us the ability to now serve all these, so many amazing people. I’m excited for that.

So that was kind of how that ended, then we came back from the break and Garret White came onstage and it’s funny, I never know what’s going to happen with Garret and I’m always nervous and I warn people, “He’s going to swear a lot, so if you’re offended please leave.” Anyway, I get backstage and I get back there and he’s getting dressed up and he’s got this Phantom of the Opera mask on and a hoodie and another hoodie.

I’m like, “Hey man, what are you doing?” He’s like, “Do you trust me?” I’m like, “I think so…” and he’s like, “I promise it will be good.” I’m like, “Okay, whatever.” So he came out and gave his presentation that was intense. My wife is sitting next to me holding my arm, scared to death during his initial thing, initial pattern interrupt.

But it was powerful. He went through and gave this whole presentation showing how to show up in the morning, how to get yourself in state in the morning, how to hold a point system, a scoring system, stuff he shares with his warriors as part of Warrior Week. It was really, really cool. So that presentation was awesome.

When he got done everyone went to lunch. We had a special lunch with all of the Two Comma Club X people, we had to kind of finish up the signing process, and it was crazy. That room was so full. We were not planning on that many people that fast. But it’s an amazing initial army of people for us to work with.

My goal for next year, I think we could honestly have 500 people get onstage and get a Two Comma Club award, and this program is the goal of that. To get everyone into the Two Comma Club, and I’m so excited for it.

When we came back from lunch, Tony Robins was there. Tony Robins came onstage, did his thing for about 4 hours, maybe 4 ½. Tony is Tony, it was amazing as always, people were jumping around going crazy. Then when that was done Todd and I got back onstage and kind of wrapped up the event and went backstage and the rest has been a blur. I don’t even remember.

Oh yeah, we got pictures with Tony real quick and went out to eat with the team and I passed out and slept. The next morning we slept most the day and I didn’t wake up til like 11 the next day, I was so tired. And then my kids flew in that night.

Monday, Tuesday were Disney, Disney. Wednesday we had a day off. Thursday, Friday Universal, Universal. Then Saturday jump in a plane and flying home. Now I’m here. So it’s been a crazy…I still haven’t recovered yet. I’m still super tired as you can probably tell, but it was an amazing thing.

For me, I don’t know about you guys, I love marketing, I love sales, I love this whole entrepreneurship. I love what we do. I really feel like this event for me was an opportunity for me to bring my herd of people together and to serve them at the highest level that I know possible. And we did that. It was, I don’t think anyone who was there wouldn’t have felt that. We served as high as we possibly could and it was amazing.

But it was also cool because all the things, all the techniques and tactics, and strategies and things that we’ve learned about and studied for years, for over a decade for me. We had a chance to use all those things in a practical application. We used it to raise over a million dollars for Operation Underground Railroad to save hundreds of kids from sex trafficking.

We used it in a way to launch a funnel with OUR to be able to help thousands of kids more on top of that. We used it in a way to get people into coaching. We used in a way to break false belief patterns. We used it in a way to reward people in our community. We used it in a way to build our cult-ture. All these things we talk about and teach about. The things in my books, things that I think are the coolest things. It was the practical application of all of them.

Even if you came and you didn’t listen to a word the speakers said, but just watched the process, it was orchestrated perfectly. We could write a book just about the process, in fact, maybe we will someday. Who knows? But it was really, really cool.

There were so many things that were happening and I hope that everyone who was there experienced it and enjoyed it and left a different person. This is not an event that we do just to make money, it’s not an event we do just to, I don’t know, to show how cool we are. It’s an event that we do to literally change people lives. I think of the 3000 people in the room, those that were paying attention, it happened at different levels.

It was special, I appreciate everyone who came to it and was part of it. Next year’s event, Idon’t have all the finalized dates and times, but we’re planning an even more fun show with a group about the same size. So it’s not going to be bigger, so if you want to come next year, when we open up tickets you should get them because Clickfunnels will double in size from last year to this year, but the event size will be about the same.

So it’s going to be a fight, it’s going to be a lot harder to get into the event, which is okay. That’s how it should be. We’re going to be there serving those who make the effort. We were doing the math and it’s like, 5% of our Clickfunnels members were there in the room. So 95% missed it. They missed the most life changing experience they could have had.

So for you, listening to this, I don’t want you to miss it next year. It was crazy to do that, and it did that, and we’ll do it again next year, if you take that leap of faith and take that next step forward.

Anyway, I hope you guys learn from this, I hope you enjoyed it. I can’t wait to see you guys at next year’s Funnel Hacking Live, and with that said, I’m going to go and get something to eat, I’m a little hungry, a little tired. And then get back to work because we got one year to double our membership base, add more features, make the software stronger, give you guys more information and training and systems education to help you get better so this time next year we can help change your world once again.

Thank you so much for everything, appreciate you and we’ll talk to you soon.

Apr 6, 2018

Today we laid out the path and the process to become a member of the two comma club.

On today’s episode Russell recaps day 3 of Funnel Hacking Live, which had a theme of the Two Comma Club. Here are some of the awesome things that happened day 3:

  • Find out how many people received Two Comma Club awards, and the new Two Comma Club X awards.
  • Find out what kind of coaching program Two Comma Club X is, how much it costs, and what the goal of it is.
  • And find out how Russell chooses who speaks at Funnel Hacking Live every year.

So listen here to hear a quick recap of all the awesome stuff that happened on day 3 of Funnel Hacking Live.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to Marketing Secrets podcast. Today I’m going to be covering what happened on day number 3 of the Funnel Hacking Live event.

Alright everybody, welcome back. I hope that you’re enjoying this recap. For those of you guys who were at Funnel Hacking Live, you’re like, “Oh yeah, I remember htat.” And those who weren’t, you have massive FOMO, fear of missing out, and you’ll make sure you come next year. If you guys knew what we were planning for next year, I have a couple of tricks up my sleeve. I don’t know if it’s going to happen or not. If it does though, it’ll be insane so do not miss it.

Alright so Funnel Hacking Live day number three. So day number one we talked about Impact and Income, day number two the theme was You’re One Funnel Away, day number three was The Two Comma Club.

To kind of set this off, we had 91 people this day come on stage and we gave them Two Comma Club awards, but we also had 15 people who got the Two Comma Club X award, which means you made over 8 figures, or 10 million dollars in a funnel, which was really, really cool.

And the coolest thing about this is I saw tons and tons of people posting on Instagram and Facebook and everywhere, Funnel Hacking Live has become the Emmy’s or the Grammy’s  of entrepreneurship, and it’s so cool that that’s what this has become. Entrepreneurs there’s not much stuff. You start a business, you make a bunch of money, you buy a nice car, you buy a nice house, you serve a lot of people, you raise money for charities, but there’s never a time to reward entrepreneurs like there are for actors and athletes and everything else. So Funnel Hacking Live has become that, it’s become the Emmy’s and the Grammy’s and it’s been really, really cool.

This day was fun because we had the chance to highlight so many amazing entrepreneurs, bring them onstage and give them cool stuff. So that was awesome but, I want to start at the beginning of the day.

I wanted this one, because I knew it was going to be a fun day, so I wanted to start with Anthony DiClementi. So Anthony came and taught everyone how entrepreneurs can biohack for more energy. So he came onstage and it was so fun seeing him on stage. He was in a full suit with bare feet, which is totally such a biohacker thing. So he came in and taught people breathing exercises, other ways to get energy and it was really, really fun. It was our only non-internet marketing type of speaker and I think it was a huge, really cool addition. If you guys haven’t read Anthony’s book on biohacking, you should get it. There may or may not be a new book coming out in the near future. Maybe not the near future, but in the future. He’s working on it now, which is also going to be amazing. So that was awesome.

After Anthony got off stage, then Alex Charfen came on and talked about the billionaire code. What’s fun is my opening presentation at Funnel Hacking Live is how to go from 0 to a million, a million to ten, and ten to a hundred. Mine was more, your role as an entrepreneur, where do you need to be focusing your creativity at.

Alex came back and went through the billionaire code, which is like all the different phases as he sees them, that businesses transform through. I think his had 9 or 10 different phases, and it was really cool because it shows you each phase, here’s what’s happening, here’s how many businesses in the world are actually at this level, here’s the opportunities and the weakness and all that kind of stuff and goes phase by phase by phase. And it was really coo l for you to get a really good map of, oh here’s the direction I’m going. Here’s what’s happening. Things like that. So Alex was awesome.

After that then Dana Derricks, our resident goat farmer came on stage and talked about the Dream 100 which was really cool. You know, it’s funny. I’ve been talking about Dream 100 now for like 8 years, ever since I read about it in Chet Holme’s book and I’ve been telling people to do it. I’ve been doing and a few other people have done it, but very few people do, yet it’s the foundation for everything. In fact, I don’t know if I have Dana’s book here, but he ended up writing a book called Dream 100 and he was like, “Hey can you write the forward for it.” I was like, “Yeah.” I’m not going to find it here right when I need it.

But the forward of the book was basically, I told them Dream 100 is everything for us. It’s how we decided what we were going to create, what products we were going to serve, the audience, how we were going to get traffic, how we were going to differentiate, everything in our business is based off the Dream 100, yet for some reason people don’t do it.

So he came and talked about that and it was awesome. So Dream 100 was really big and he had some amazing images and videos of goats knocking over little kids and things like that. Anyway, Dream 100 was a big thing. And this is where we started kind of diving more into traffic.

So Dana talked about Dream 100, how to use it for traffic, how to lever partnerships, joint venture relationships, things like that. After that, then Peng Joon came on stage, Peng Joon is actually the number one affiliate for the Expert Secrets book. A lot of people here don’t know him, he’s awesome. He joined my inner circle a while ago and I had a chance to meet him, and get to know him and he’s just an awesome dude.

So he got up and taught this process that he does. He basically spends three days once a quarter and films 100 videos and then he’s done and then from there he’s got a team that breaks it up and they turn it into Instagram posts, and Instagram videos and YouTube and Facebook and he showed this whole process of how everything works and it was amazing. People were like jaw dropping like, holy cow that’s the process.

It was cool because Conversation Domination, which I taught about the first day was all about, here’s how you dominate each channel and have a specific type show for each channel. And his was like, how to create content and push it across all these channels you’ve been building up to build reciprocity and build a following and the blend of those two concepts is really, really cool. In fact, for those who joined the Two Comma Club X coaching program we’re going to be giving you our systems that kind of blend both of those two worlds together, but that’s for another day.

But the coolest thing about Peng Joon’s presentation outside of him blowing everybody’s mind, was the end of it. He showed a video of him trying to learn public speaking. He was onstage and he was so bad and nervous and awkward, and this coach critiquing him back and forth. He showed kind of where he came from and how bad of a speaker he was, how nervous and how introverted and all these things, and from that how he’s become this huge person now, 3 or 4 million followers on Facebook, makes tens of millions of dollars a year and this whole thing, transformation he went through and how he had to learn it and earn it and become it.

That was, I think, one of the coolest things because you see this person who has evolved himself through hard work and I think he gave everybody hope of, “Wow, no matter where I’m at I could become what I want to be. I look at Peng Joon and look who he’s become and I could do that if he can do that.” Which was really, really cool.

Then after that, Alex and Layla Harmosi came on the stage, what’s cool about them is that, since I’ve know Alex he’s launched and blown up 3 or 4 businesses and always kind of walks away from them. And in April this year he launched a new company, and from April til now he barely crossed the finish line, it was less than a year, the new company launched and not only did they hit the Two Comma Club, they hit the Two Comma Club X, they made over 10 million dollars in a funnel in less than a year, which was cool.

They do it all through high ticket sales, in fact I was showing his value ladder, they don’t even have a full value ladder. They basically have 2 rungs and they just sell really expensive stuff. So they came up and showed how they do their sales and their pitch. And one of the big things they talked about was so cool. It was like, when you’re doing high ticket sales, or any kind of sales, you’re selling the vacation.

You don’t sell like, “You’re going on vacation. You’ve got to pack your bags, get your kids in order, get your family packed, find a ride to the airport, get to the airport, go through luggage…” You don’t sell this horrible experience, you sell a vacation. “Who wants to go to Hawaii? We’re going to be at the beach and you’re going to see waterfalls crashing on your back, get massages every night.” That’s what you sell as a vacation. Obviously they got to get to the vacation and stuff happens.

It’s kind of the same thing with them. Look, you have to understand yourself high ticket things. You don’t sell the work, you sell the vacation. What’s the vacation you’re going to go on and then reverse engineer that to get somebody to actually buy what you’re selling. It was really, really cool. Their presentation was amazing as well.

Then after that we had a lunch break. We came back from lunch and then we did the awards. We had a bunch of awards we gave out. We gave out our dream car winners, I think we’re up to 50 or 60 people that won a car through the Clickfunnels Affiliate Program. So we gave away those awards. Then we had inner circle member of the year, so all the inner circle members who had won member of the month came up and then we awarded the member of the year. Dana Derricks won that, which was cool.

Then we did all the Two Comma Club awards. We’ve had over 258 people at the event, but 91 of them weren’t there. So we gave away 91 awards, some people had 2 and one person had 7! 7 Two Comma Club awards, which was awesome. And then we did the 8 figure award, which is the new award this year, and we had 15 people, 17 that have qualified, but 15 were there to receive their award. A big, huge plaque, twice as big as the Two Comma Club one, plus they get a ring that’s like 2 karats of gold and 4 karats of diamond, or 2 ounces of gold and 4 karats of diamond, like a super bowl ring. It was really, really cool.

Like I said, we’re making this thing the Emmy’s and the Oscars, and the Grammy’s of our industry. Each of those rings cost us like $10 grand, so we gave away a lot of hardware. Dave was carrying around his luggage the whole trip and hoping he didn’t mugged and get robbed because it was like $100 grand in rings at least. But that’s what we do for our people. So keep on selling and you’ll keep on getting rewarded by us.

After that Sunny D came out and did the Sunny D Clickfunnels rap, which is awesome. After that, this I want to talk about for a little bit because this is where I wanted to take a group of people through a process. We just gave everyone awards and it’s like, I honestly think that anybody sitting in the audience could be on this stage in 12 months from now winning a Two Comma Club award. I’ve seen it happen so many times and I don’t think it’s impossible. In fact, I think it’s probable if people follow the process.

So I was like, what’s that process look like? If I set a goal between now and next year I had to make a million dollars in a funnel, and my life depended on it, what would I do? So I kind of talked about that during my presentation, it was called the 12 Month Millionaire, how to become a millionaire in the next 12 months so you can get a Two Comma Club award.

I didn’t just talk about myself, I had 5 people come up and talk about it. So I had Steven Larsen, if you had to create an offer that was so irresistible that people had to buy it, what would it look like? So he did, it was supposed to be 10 minutes, but he went for 17, but whatever. A 17 minute presentation, here’s how I’d create the irresistible offer.

Then after that I had Julie Stoian come up and said, “Julie, we have this offer we just created with Steven, and you have to figure out how to create the right funnel, what would you do?” And she walked through this really cool process of the two types of funnels. There’s a presentation funnel or an unboxing funnel, depending on what the offer was, we would sell it through a presentation, like a video sales letter or a webinar. Or we’d do an unboxing funnel where we unbox the offer and put it in a strategic line and sequence, which is your front end, your upsell, your downsell.

So she walked through that, which was so insanely cool. That was number two, then number three John Parkes came up and I said, “Okay, you’ve got this funnel now, you’ve got to make money, how are you going to do it fast?” And he went through this testing process we learned from the Harmon Brothers, how to test a whole bunch of ads, creative videos, in a very short, finite period of time for under $100. So we walked through that whole process, which was cool. It was like now we know exactly what ad is going to be the best.

Then we had James P. Friel get up and talk about, “okay now you’ve got this offer, this traffic, things like that, how do you now systemize it so you’re not going to drown like most entrepreneurs do?” So we walked through his Trello process, which was super cool, and the bat meetings and how we do our bat signal meetings here in the office.

Then when he got done, Alex Charfen got up and he talked about how he’d actually build the all star team that could actually do this and facilitate and run the whole thing and it was really cool.

So they all shared their stuff then afterwards everyone gave them a huge round of applause. We showed an animated video we made called the Justice League, and basically showed, these guys are my Justice League and we brought them together to help my company. Then I had these guys go off stage and I said, “Okay, now how many of you want this Justice League to help you do it?” and we made an offer for our new coaching program called Two Comma Club X.

My goal coming into this was to get 250ish people to sign up and to get over a thousand within the next year, so that’s kind of what we structured it as. I made the offer, which was probably the best offer I’ve made in the history of my life, and when the dust cleared we had over 650 people sign up for the Two Comma Club X program at $18000 a year or 1800 a month, so you can do the math on that.

But it was insane, and now I’m home in the office, we’re scrambling this whole week to get everything prepared and put together. In fact, today I’m actually giving out the membership site access to everybody to get started, but the program is amazing. Again, they get to work with all 5 of those coaches, depending on where they are in their business, there’s a timeline, they move through that.

We’re doing a systems event where we give people all the Trello systems we have. They’re doing another event they don’t even know about, that they’ll find out about in the member’s area, which is super cool.  And then there’s a big cruise. We’re going to do a big party cruise at the beginning of next before Funnel Hacking Live. Everyone will come on and celebrate and network and go on vacation together for a week, and a bunch of other cool things.

So it’s really an insane offer, that did 3 times more than I thought it was going to. So it was awesome. And then we broke for dinner, got everybody signed up and when we came back from dinner I had to go work on the OUR funnel because I hadn’t finished it yet, and I was running the event. It was almost done, my team had built it, but there were some things I wanted to add to it.

So I actually went up to my room. But before I did, I introduced the 5 coaches again, and Brent Copeiters and they did Hot Seat Coaching, so bunch of people filled out a form asking questions and for the next 2 or 3 hours did coaching one on one with people, which was super, super cool. They were up super late doing that and they all hung out, helped coaching and serving people all night long, which was awesome.

So that was day number two, the Two Comma Club. We showed people the path, the process, and then a bunch of them we took outside of the event to now take them and hold their hand and walk them through becoming a Two Comma Club member in the 12 months. Because my goal for all of those people and you is to have you onstage next year, getting your Two Comma Club award.

So that was day number three at the event. I know, can it get any better? Three days and we had one more full day coming, and the last day was called, Change the World, how to now change the world. So I’m going to talk about that in tomorrow’s podcast, but that is the next step.

I hope you guys enjoyed that. For those who were at Funnel Hacking Live, I hope that gives you a reminder of all the amazingness you experienced. Those who weren’t there, I hope it gives you some ideas, some tips along the way, but hopefully most importantly it helps you understand why it’s so important to be there. I would sell my house if that’s what it took to be there. Because the ability to network with people and go through the system, this process.

People always ask how I pick my speakers for Funnel Hacking Live, and honestly the biggest thing is, unlike most events, if you look at most marketing events or probably any event, I don’t know. You come in and there’s a million break out rooms and they try to teach everything and you have pick which track you want and stuff like that.

For me, Funnel Hacking Live is really a storyline, it’s like there’s a story I want to take people through and it’s a journey. That’s why we don’t publish schedule’s ahead of time, because I don’t want people like, “I’m coming to this one, but not this one.” It’s like, no you don’t understand. Every one of these speakers was hand crafted to tell part of the story and they all line up in a very systematic order and if you miss one of them, you miss a piece that builds upon the next piece and the next piece.

So I pick my speakers on number one, having high energy. I want to keep the energy level high. But number two, it’s like they fit in the storyline of what I’m trying to tell at the event. I feel bad, I’ve had friends who are like, “Why don’t you let me speak? Why couldn’t I speak this year?” or whatever. Your message didn’t fit the storyline, and that’s the most important thing. It’s not any, me or you or anybody as a speaker, it’s the storyline for the audience and the attendees, it’s the most important part. So that’s how I pick my speakers. The story I need everybody to have to break false beliefs so they could actually achieve what they need in their life. So it’s fun.

Alright, with that said, I’m going to bounce. Tomorrow I will tell you guys the last day, where we had many amazing things. Tony Robins came on stage, we did something that made an extra $3 million in coaching sales in 30 minutes, I’ll talk about that and a bunch of other things. So make sure you don’t miss tomorrow’s podcast. Thanks everybody, talk to you soon.

Apr 4, 2018

Day 2 at Funnel Hacking Live focused on how you’re just one funnel away…

On today’s episode Russell recaps day number two of Funnel Hacking Live, which contained amazing things about funnels like:

  • Several different kinds of funnels such as, Free Plus Shipping Funnels, Documentary Funnels, Webinar Funnels, Relationships Funnels, etc.
  • Russell goes into a little detail about his Funnel Audibles presentation, as well as a few other people’s presentations.
  • And Find out how much money Clickfunnels was able to donate to World Teacher Aide from all live funnels.

So listen here to find out about all the stuff you may have missed during day two of Funnel Hacking Live.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to Marketing Secrets podcast. Today I’m going to be covering day number two of the Funnel Hacking Live event.

Hey everyone, so first off, I totally failed you all. I was planning on recording all these while I was at Disney with my kids and my family while it was still top of mind. The problem was that Disney with my kids and my family was insane. We did Disney, day one we went to Magic Kingdom and then day two we did Animal Kingdom, which were both awesome.

We also paid for one of those guides that lets you in the front of every line, which was really, really nice. Not going to lie. Then we took a day off, but that day was super, even more hard. We had sick kids, and sun and fever and I got sunburned, it was awesome. Then the next two days we went to the Harry Potter land, did that and it was amazing. Then the next day we flew out and now we’re here.

So I’m a little behind but I still want to go through the last three days of Funnel Hacking Live because it was such an amazing experience. So the last episode I talked about day number one, which was we kicked off Funnel Hacking Live and talked about going from 0 to a million, a million to ten and ten to 100.

Kaelin talked about building her culture, Natalie talked about vulnerability. Then I did my Conversation Domination presentation, which was showing you how to get your dream clients addictively binge watching you on every platform that you live on. Warning this aggressive approach is only for people who truly believe in their message. That was a kind of fun one.

Then we did the Operation Underground Railroad where we raised over a million dollars, I think I told you guys that last episode. If not, spoiler alert, we raised over a million dollars for Operation Underground Railroad, we showed the documentary and it was amazing. So that was day number one.

I remember going to bed that night at about midnight. I had been crying all night and it was so emotional and intense and amazing and I was like, how are we supposed to go on for day number two? But the show must go on.

So day number two started. Devon did what he always does and brings energy into the room, which was awesome. Then we started with actually, World Teacher Aide, and usually World Teacher Aide we do a big fundraiser for them, but unfortunately we weren’t able to this year because we were doing the project with Operation Underground Railroad, but inside Clickfunnels, a lot of people know this, every time you have a funnel that goes live, which means it gets at least 100 visitors, we donate a dollar towards World Teacher Aide. And we save that up for the entire year and we don’t tell Stu and Amy, we keep it top secret and then at Funnel Hacking Live we give them a big check for that.

So this year’s check was $133,000, is that the right number? Over $133,000, so they came on stage, talked about World Teacher Aide. They showed a really cool video about it and we gave them this huge check, which was really cool. And what’s fun is that Stu then took the check, he had to fly home that night, through the airport, through baggage claim, and videoed him taking the check home, which was really, really funny. It was a big ol’ huge check. So that was amazing.

After that I did a presentation called Funnel Audibles. I think of all my presentations at this event, that was the one with people I think resonated the most. I was really proud of it. It took us, about six of us 3 ½ - 4 days to gather all the data to be able to show that and create a presentation and everything. I think it gave people hope. Oh my gosh, this is not that hard. I could actually do this.

I’m sure someday we’ll make a front end product or a video or a book, I don’t know, something because I think it was that powerful and important. But it was really cool. I saw people taking notes like crazy, taking pictures of everything, gasping. It was really cool. I was proud of it.

So the title was, “Funnel Audibles: how to nail it so you can scale it.” I basically talked about how most of my funnels when we first launch them don’t have success. They kind of flopped. I showed a bunch of them like, this is the numbers. And most people, they create the first funnel and then they launch it and it doesn’t make money and they’re like, “Oh, this funnel thing is a scam. Russell is a scam.”

And the reality is, no. It’s all legit. You just have to understand it. You have to make audibles. What was cool, my dad was actually in the room, the first Funnel Hacking Live he came to. So I actually had him come up on stage and I shared a story about when I started wrestling my junior year my plan was to win the state championship. My very first match I wrestled this kid named Nick Fresquez, and he had taken 2nd place the year before and he beat me pretty good.

I remember I was devastated. I wanted to pout and tell people that wrestling was a scam and the whole thing was…you know what I mean? But my dad filmed the match and my dad was smart enough that that night he’d watch the match over and over and over again and the next morning I woke up and he’s like, “Okay, here’s what we gotta do.” I’m like, “No dad. I’m sad, I’m depressed, I don’t want to.” And he’s like, “No, we have to learn how to beat him.”

So we started practicing the moves and how to counter the moves he did against me and all sorts of stuff. And we did that every single day for four months until the state tournament. At the state tournament I actually ended up wrestling Nick Fresquez in the finals. And what’s crazy is I actually ended up beating him with the same move he beat me with. And it was kind of crazy, cool.

So I told that story with my dad, which was really cool and then he sat back down. Then I talked about funnels the same way. Most of our funnels don’t work amazing the very first time out the gate. You put them out the gate and then it’s like, you drive traffic to it, you see where all the numbers lie and then you make the audibles, the tweaks, the changes. We walk through what we did and why we did, and the psychology of what we’re looking for in each page. It was really cool.

I showed the difference between trip wire funnels versus webinar funnels versus high ticket funnels, the tweaks and the changes that we have based on those, which was really cool. Then I actually had James P. Friel come on stage and he was talking about, he had a funnel called Rose Club for Men that he launched and it completely bombed, it was like negative in the hole. And then he messaged me and I told him to make a couple of tweaks, he made the tweaks and then it blew up and he showed the stats and numbers. It was really, really cool to see. It was these little, tiny tweaks and changes.

So that was one of my favorite presentations. I really enjoyed that one, it was awesome. Then after that I had the time to take a break which is nice. I sat in the back green room and I had a chance to watch a whole bunch of our inner circle members share their types of funnels. The first is Dean Holland, he talked about the Ultimate Funnel, which are his free plus shipping funnels.

Dean and I have had a fun thing, he’s been in my inner circle now for a couple of years and it’s funny because I’ll do something and he’ll be like, he’ll vox me and be like, “Russell, wait, I just saw that thing you did.” I’m like, “Yeah.” “Whoa, that’s awesome.” And then he’ll do it and try to one up me and be like, “Well, I’m going to try this.” And he does something else and I’ll see it and be like, “Dude, Dean you did that.” And he’s like, “I know.” We go back and forth to keep one upping each other.

So his business, his model is pretty simple. He’s got free plus shipping, upsells, and then a thank you page webinar. And that’s kind of similar to what we’re doing nowadays and it’s really cool going back and forth. It’s so simple, so easy. So he showed his ultimate funnel and it was awesome. The way he does his free plus shipping funnels are amazing.

Next was Nick Daughterty, I always say his name wrong. Nick Daughterty, did I say that right? Daughterty, boom I got it. Anyway, maybe not. Sorry Nick, I apologize. The gh is silent, anyway, it’s confusing. Anyway, he used to work for a company called The Truth About Cancer and they’ve done a whole bunch of huge documentary funnels. They did a 20 million dollar one on Truth About Cancer, they did The Truth About Vaccines, they did The Truth About Pet Vaccines and a bunch of other ones.

So he came and talked about documentary funnels, which was really, really cool, especially since I’m building a documentary funnel right now for Operation Underground Railroad. So it was cool to see that. In fact, if you guys are Funnel University members, I recently funnel hacked the Truth About Cancer funnel, it’s one of the newsletters there. So you can go and see behind the scenes.

But he talked about the strategy and how they did it and the psychology and how it worked and why it worked and it was really cool to see the behind the scenes of that. Nick did an amazing job there.

After that Jason Fladlien got up and talked about three different webinar funnels that he uses. Evergreen one, NDA ones, Live ones, it was really cool to kind of hear different ways to do webinars that he’s done, which brought to my attention,  he talked about he does an NDA webinar where you have to sign an NDA then you can get on the webinar. It’s a big deal and it causes this intrigue.

It reminded me, back in the day with Rippln we did this really cool thing where, it was really cool. To join Rippln you had to sign an NDA to be able to get in and it was a big NDA thing, which was really, really cool. So we got half a million members to join Rippln through this NDA process and it kind of re-sparked my mind about that and got me excited. In fact, you may be seeing a secret NDA thing coming out in the near future, maybe. So that’s exciting.

Then we had lunch, after lunch Rachel Peterson came on stage, Rachel’s amazing, she’s like 9 months pregnant. It’s funny, I asked her to speak and at the next inner circle meeting I saw her and she was pregnant, and I was like, oh that’s exciting. Then I was like, “Wait a minute, when’s your due date?” and she’s like, “I’m speaking on your stage, I’m not going to tell you my due date.” So I didn’t know when it was, obviously it was close. But she was up there on stage and she killed it. I think she brought doctors in the audience, just in case she had a baby while she was onstage.

Right before I met her, the very first time she went on stage, I gave her a hug and she’s like, “I hope my water breaks on stage.” I was like, “That is the coolest thing ever.” So Rachel got on stage and she talked about the hidden funnel, the relationship funnel, how you build these relationships with your audience. Her story is amazing.

Two or three years ago she wrote a blog post about her tiny wedding ring. It was about how she was making money now and a bunch of people asked her when she was going to upgrade her ring and she’s like, “I’m not. This symbolizes my love and my husband and my family.” And it went crazy viral and had like 70 million reads before she got picked up by the Today Show and all these other things. It was just crazy.

And then her whole thing, she had this huge flood of insane traffic and it’s like what do you do with all this? And it’s this huge transition to a relationship funnel, bringing them into this relationship with you. That’s the magic and the power and her presentation was awesome.

After that, my man who was the most nervous about speaking at Funnel Hacking Live was Dave Lindenbaum. Dave’s amazing, he had this intro-rap that he spent two or three months writing that intro’d him getting on stage. He came out and his energy is so high and he did an amazing job talking about redemption funnels. So what’s a redemption funnel, I don’t want to spoil the surprise, the concept behind it is brilliant. The first time I heard him talk about this I was like, “Dude, your brain thinks in a way that’s different from anyone else I’ve ever met.”

So redemption funnel is basically using sites like Groupon and there’s a lot of other ones, but Groupon is a good example. You sell something on Groupon or find other people who are selling things on Groupon and then you give them your product as a bonus. So he sells Kombucha kits, I never say it right. So he’ll go and either sell Kombucha kits through Groupon, or he’ll find other people selling similar things and he’ll give them on their thank you page after the buy a Groupon offer, “hey get a free Kombucha kit.” Which was basically a free plus shipping offer.

So people who already bought something on Groupon then come to redeem their free offer, which is a free plus shipping funnel and it brings people into the funnel. And it’s insane because basically you’re getting the top buyers to come and redeem your free plus shipping. But they come because that’s what they bought. The free plus shipping is how they’re redeeming it. Anyway, it was brilliant and insanely good. Dave is a genius. He makes me nervous, with a microphone in his hand. Did he stick to his time? He was a little over, but he did good. We were very nervous about him sticking to his time, but he did awesome.

After that Alison Prince got on the stage. Alison didn’t know what Clickfunnels or Funnel Hacking was a year ago. She came all in and she made the Two Comma Club before we got there, and she did it by building an amazing case study first and she did an amazing job telling her story. She is insanely cool. She is in the process now of selling off all her ecommerce businesses because she’s having so much fun teaching people how to do ecommerce stuff.

She’s got three or four multimillion dollar ecommerce businesses, but she’s enjoying this part of the process even more. I tell people all the time, ecommerce is awesome, but the info side is so much more rewarding, I think. So she’s doing a lot more coaching now, which is cool. She’s killing it. She had a goal to hit Two Comma Club, before she got on stage, and somehow magically she did it, she crushed it.

So Alison was amazing. After that Myron Golden got on stage, and if you haven’t heard Myron speak you should just go and search him on YouTube and listen to his Facebook. I could listen to Myron speak for days and never get tired of him, he’s amazing. So he got up and talked about four levels of value, which were so cool. I’m so grateful he shared that.

Then after Myron got off stage, then James Barber, who is the Phantom of the Opera on Broadway, came and sang, which was cool. Not only did he sing, which was amazing, during his singing we had a couple who actually came up on stage, James actually brought the girl up, sat her on the stage and sang to her. Soon to be fiancé, she came on stage and he had her close her eyes, “I’m going to sing to you and I want you to imagine this whole thing.” So she had her eyes closed and while we were doing that, her boyfriend came up on stage, stood behind him, and then when he got done, he turned her around and her boyfriend was there and dropped to a knee and proposed, which was so cool. She said yes luckily for all of us, we were nervous. But she said yes which was cool. That was awesome.

Then after that Todd, Ryan and I got on stage and did our Multi-Dimensional Marketing presentation, which was all the new Actionetics MD, which stands for Actionetics Multi-Dimensional, the new features in Actionetics. We showed it all and people went crazy and it was really, really cool. So we showed that off.

You guys will hear more about that soon. I’m not going to go deep into that, because I don’t want to ruin the surprise for those who will find out about it here in the future, but for everyone at the event, they got to unlock a whole bunch of cool features and things that they’re all playing with right now.

After that, we had Roundtable. So we had, how many Roundtable’s did we have? 48 Two Comma Club members sitting at a table, each at their own table and you could come ask them any questions you want. I had people tell me they would have paid $10,000 alone just for the Roundtable session. Because they’re like, I can talk to this guy and this guy.

And it was cool because the coaches who were doing it were like, “I’m really good at this, but if you need traffic you should talk to this guy.” And they’d run to that Roundtable. “Hey that was good, but you should talk to this guy for this part.” And they were running around and everyone got a ton of value. So that was awesome.

And that was day number two. Isn’t that crazy? We’re two days in and it’s like we’ve done more in two days than most events do in the entire event. It was amazing. So that’s kind of what day number two was.

So day number one the theme was Impact and Income. Day number two the theme was One Funnel Away. So I talked about the Funnel Audibles, we  had people share a whole bunch of different types of funnels from free plus shipping funnels, documentary funnels, webinar funnels, relationship funnels, redemption funnels, what to do before the funnel begins, the four levels of value, then the multi-dimensional follow up funnels. So it was all about funnel strategy, it was all day number two and it was amazing.

So the next podcast I will talk about day number three, which was called the Two Comma Club, how to get into the Two Comma Club, how to go from 0 to a million dollars before this time next year. So I’ll talk about that during tomorrow’s podcast. Thanks you guys for listening. Appreciate you all, and we’ll talk to you guys soon. Bye.

Mar 28, 2018

My own personal biggest take-aways from the first day of Funnel Hacking Live.

On today’s episode Russell talks about the events and speakers from the first day of 2018 Funnel Hacking Live. Here are some of the coolest parts of day one:

  • Seeing all the Two Comma Club winners, as well as the all the people who made 8 figures and their awesome awards.
  • Finding out what Operation Underground Railroad is and how much money they were able to raise on their behalf.
  • Being able to watch the documentary film about OUR, to inspire people to help.

So listen to this episode to be able to relive what happened the first day of Funnel Hacking Live, or be filled with regret if you missed it.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to Marketing Secrets podcast. Today I’m going to recap day number 1 of 4 of the Funnel Hacking Live event.

What’s up everybody? I hope you guys who were here at Funnel Hacking Live with us, made it home safely and that you had a great time. The journey of the last four days has been amazing. I found a cool spot of quietness here. You’ll probably see people walking back and forth with their suitcases, but hopefully that’s alright with you guys.

I just wanted to kind of, over the next four days recap Funnel Hacking Live. A lot of you guys were there, some of you guys weren’t, the crazy ones weren’t. But everybody else was there and those who were crazy enough not to come this time, I know you’ve got your tickets for next time already coming. If not, depending on when you go, funnelhackinglive.com has tickets for next year, but it’s going to be pulled down either today or tomorrow. So if you don’t have your tickets yet, go and get them for next year’s event.

But I wanted to kind of just spend a little time over the next four days going through some of the key take-aways, key points, and key ideas that happened at the event. So hopefully those of you guys who missed it will get some insights and you’ll have more reason to come next year.

Some of the things, first off, this year….Funnel Hacking Live’s in the past have been three days, but for some reason four or five months ago at like two in the morning, I had this idea that like, to get everything done that I needed to do, it had to happen in four days. So we shifted it to basically a three and a half day event and it’ll probably end up being four days next year, just to get all the cool stuff in that we’re trying to plan. It takes at least three and a half, four days to change somebody’s life. We’re trying to change 3,000+ people’s lives, it’s a lot of work.

But to kind of give you an end result of what happened and then we’ll kind of back fill over the next few days. This event was amazing. We raised over a million dollars for Operation Underground Railroad. Those who are watching the video, I’m wearing the shirt that everybody got. I’ll talk about that here in a minute.

Number two, we had 91 new people on stage that got two comma club awards, which is amazing. We’re up to 258 people now that have achieved that. We have 15 people who have made 8 figures, over ten million dollars in a funnel, who got their new award which is this huge plaque. It’s twice as big as the two comma club one. Plus they got these rings that are like 2 karats of gold and four karats of diamonds. So we gave those away, which was insanely cool as well.

3,000+ people were here and then we launched our new two comma club x coaching program to get people from 0 to a million, a million to ten and I’m not going to share the exact numbers, but those who were there know that it was crazy.

30 days ago at Grant Cardone’s event, I got onstage and did over 3 million dollars in sales in 90 minutes. And at this event we did, again I’m not going to give you the exact numbers, but it was over 10 million dollars in sales, which is insane. A new world record. And it was more than that, it was crazy.

I’m not going to share the numbers, not because I don’t mind sharing numbers, more so because at Grant Cardone’s event there was $3 million cash in the bank account in that time, this was different because there was two options. There was $1800 a month or $18,000 a year. So if I was to say an exact number it would have been stomper math, which is a joke for another day. But it was amazing and I’m excited for the over 650+ people who decided to take a leap of faith and go on this journey for the next 12 months.

And in 12 months from now, my guess is that most of those guys will be back onstage. My goal for next year is to have 500 new people to get the two comma club award and from that we’re going to get dozens and dozens who get the 8 figure award. So it’s insane.

But I wanted to kind of recap. One of the main reasons we decided to do this extra day, probably 7 or 8 months ago, I’m not going to share all the details of the story, but I got a call from somebody who I’ve respected my entire life, asked me if I’d be willing to help with this project called Operation Underground Railroad. I didn’t know what that was at the time. I remember I jumped on that night and started Googling and searching it, and watching videos and I remember the feeling. In fact, if you guys watch Funnel Hacker TV, that night I made a video and I said, “I feel like the direction of my life will be forever changed because of this.”

At the time we were planning Funnel Hacking Live and I’m like, how can we weave Operation Underground Railroad into Funnel Hacking Live? What’s the process? How do we do that? And a few months later, during a time of a lot of prayer, trying to figure out the best way to serve this audience and have our community to help them, I had an idea that we needed to make a documentary. I was like, I don’t know how to make a documentary.

But I met a guy named Nick Nanton a couple of years earlier. I didn’t know him super well, I just knew that he had won  6 Emmy’s and done like 50 different documentaries and this voice in my head said, “Call Nick.” I was like, I don’t even know Nick’s number. So I messaged him on Facebook like, “Hey man, I need to talk to you.”

This is like 5 minutes after I heard the voice in my head say, “Call Nick.” So I’m like, okay I’m doing what I’m told. I messaged Nick, got him on Voxer, I voxed him and said, “hey man, I don’t know how but I think we need to make a documentary about Operation Underground Railroad, are you in?” and he’s like, “Dude, I’m 100% in.” I said, “The only thing is we have to do this by Funnel Hacking Live. We have to show it at Funnel Hacking Live.” He’s like, “dude, that’s not very much time.” I was like, “I know but it has to happen.” And he’s like, “Alright, we’ll make it work.”

So over the last 5 months since that call, he’s flown to Haiti, flown around the world, filming, documenting, all these kind of things. So at Funnel Hacking Live, we had the chance to actually watch the documentary. And it was cool because when we had orchestrated the day, the very first presentation I had was called “Funnel Hackers: we see things differently” which was kind of the whole premise of the event. We had a really cool video that I’m sure we’ll post online here soon, of just kind of that concept. I was sharing different people in our community who have changed people’s lives and their businesses.

I talked about Stacy and Paul who have saved over 10,000 marriages, I talked about Pamela who save hundreds of thousands of doctors lives from doctor suicide. I talked about Annie Grace who’ve helped all sorts of people break the chains of alcohol addiction, then I talked about Tim Ballard who has saved over a thousand kids from sex trafficking.

So I shared that in the original presentation and I said, “Tonight we’re going to have a chance to watch this documentary together as a community.” Then after I got off stage Kaelin Poulin came on stage, it was so good. She came up and talked about how she’s built her cult-ture. Man, it was good. Her whole presentation was amazing.

I’ve heard her talk about this before, I’ve been studying her like crazy. One thing she said, there’s so many good things, but one thing I took away that was like, she was talking about how you’re empowering people to become super heroes and change their life and she talked about funnel swag and how that’s like their super hero cape. If you give them swag wearing your brand, your logo, your message, your mission, then they feel more empowered and they’re literally everyday putting on their super hero costume.

I was like, oh my gosh. I’ve been a big believer in swag since the whole funnel hacker movement began and we got tons and tons of shirts. This shirt for example, OUR shirt, this is one that I’m wearing right now, this is now part of my super hero costume. I put this on and I’m out there ready to save kids.

And what’s cool, is we actually had a funnel swag store here at the Funnel Hacking Live event this year, which is the first time we’ve ever done that. I think we’re going to start going harder into swag because I want everyone feeling more empowered. I want every morning when our community wakes up and they put on a funnel hacker shirt, or I build funnels, or I build follow up funnels, or all the different swag we have to empower them and it’s literally like your super hero costume.

That was one of the thousand amazing things she said during her presentation. I feel bad, most of the speakers had 30 minutes to speak and I wish that her and everyone could have gone longer.

But she spoke and then right after her we had Natalie Hodson come up. And Natalie, she cracked me up, her first four slides are like, “I’m Natalie Hodson, this is me I was broke.” She flipped to the next slide, “This is me, I peed my pants on live camera and then I made the two comma club award. The end.” It was like boom, boom, boom. I was like, “What?” and everyone was like, “What?” and then she came back and told her whole story about vulnerability and how one of her most vulnerable times was, she’s in the fitness industry and she was recording a video and she actually  peed her pants on camera and how embarrassing it was.

And she could have and probably should have hid that, but instead she said, “No, this is my most vulnerable thing, so I’m going to share this because no one else is willing to talk about it.” So she shared this thing and wrote an e-book teaching women how to strengthen themselves, so they won’t have that same problem that she had. She sold 60,000 copies of her e-book in four months and became a Two Comma club winner with a $37 e-book.

And it was just so cool when she talked about the power of vulnerability and how to do it, like real vulnerability. I’m going to try to block this wind, it’s coming in hard. Anyway, real vulnerability, not the type that some people try to put out there online. And it was also amazing.

So we led with two of the most amazing women speakers in our community, which were amazing. At Funnel Hacking Live this, almost half the speakers were women. My goal next year is to have more than half of the speakers be women, because our women are doing such amazing things. I’m going to let this lawnmower pass. This is what happens when you’re recording a live podcast, right, without a mic.

Anyway, they both spoke and I think it was amazing and I think it gave people faith and hope and understanding of how to build a community and then how to open up yourself as the leader, which is the hardest thing, how to be vulnerable. So many times we as leaders try to be so postured and perfect and put on a good face for people and the reality is that actually pushes people away more than it draws them to you. Actually breaking down your barriers and being vulnerable, truly vulnerable and not, what did she call it. “Oh, ever since I lost all this weight these pants are so baggy.” That’s fake vulnerability. True vulnerability is like, the thing she mentioned is, “I was at the grocery store today and I saw my ex-husband with his new girlfriend and it broke me down.” That’s something truly vulnerable that you can share that has a bigger impact.

Both those messages were so awesome, then afterwards, after they both spoke, then we had, I got onstage with Todd Dickerson, my partner, I basically brought him onstage and I introduced Operation Underground Railroad. We had Tim Ballard come up and we had Nick Nanton both come up to talk about what they were doing and they came up and we showed the trailer of the documentary, which is, you guys now could go see it. I posted it live. Go to OURfilm.org, if you go there you can actually see the trailer.

If you do go watch it, please share it as well. I’m trying to get everyone in our community to share it, but OURfilm.org. We watched the trailer and everyone went crazy. I said, “This is a hard film to watch. I haven’t actually seen it yet. Tim hasn’t seen it yet. Nick’s the only one who’s seen it, but if you want to watch it tonight, we’re going to take a break and go and do our speed networking, but when you come back you can have a chance to watch this together as a community. But it is hard, so if you’re not able to come back, I totally understand as well.”

So at that point, I basically talked about how for anyone who was at the event, unfortunately this is only available at the event, but for $250 they would get the recordings of the event and it would go towards Operation Underground Railroad. $2500 would save a kid, and $10,000 would save a kid and rehabilitate them. And then they could also sign up for monthly if they wanted to go on a recurring donation and keep helping long term.

Basically I told everybody that, and this was Todd’s idea the night before. Todd said, “What if we matched everyone’s donation?” I’m like, “Are you serious?” So we decided anyone who donated, we would match their donation. So that was what we put out there and from that a whole bunch of people went and started donating money, which was so cool.

I think the first night we raised like 200 and something thousand dollars and with our match it was 400,000. So throughout the event we kept talking about that and talking about that, it was cool.

So then we broke and had this vender speed dating where everyone had the chance to network, meet other venders, and we paid for dinner for everyone, which is a big bill to feed 3,000 people, but everyone came and ate, it was cool. Everyone got a chance to network and hangout and get to know each other, which is cool. When that ended we invited people to come back in and watch the documentary.

I would say we probably had, conservatively, 85% of everybody came back, which was really, really cool. We watched the documentary together as a group and man, I cried for an hour straight. I couldn’t even compose myself. Then we came onstage afterwards, Nick and Tim and I and we couldn’t even….I couldn’t compose myself, it was so hard.

And then we let people ask questions. A lot of people needed closure after that obviously, and we let people open the mics and ask Tim questions and he responded and it was just so cool. And then we gave people another push, “donate to charity. Again, we’re matching it. Go and help.” I think that night we had raised over 300,000, with our match made over 600,000.

At that point, Todd and I were like, “Let’s see if we could do a million. I think we could do a million.” So throughout the event we kept pushing that and pushing that and before lunch the final day we were just below a million dollars. I came up on stage and I’m like, “you guys, we’re just below a million dollars. Anyone else who goes and donates, if you guys all donate $250 I will not only give you the recordings to this year’s event, I’ll give you the recordings for all past year events as well.

And they went and did that, everyone stepped up and when we came back from lunch we had just crossed the million dollar mark and it was cool. And what was crazy, this is the best part of the story. At the end of the documentary, which you guys will have a chance to see here soon, in fact go to ourfilm.org and go and register, we’re going to be doing a big, huge live online premier here soon. You can go register and watch it with us together as a community.

But when we went there……at the end of the documentary, I’m trying to catch my thoughts here….At the end of the documentary, I don’t want to ruin it for you, but basically two of the children that Tim rescued, he’s been trying to adopt for the last 3 ½ - 4 years, and he’d just gotten the call before he flew to our event, that they were able to go get them. So he actually flew from our event to Haiti to pick up his children.

So on the last day, right before Tony Robins got on stage, we were able to Skype in Tim Ballard from his home, it was so cool. We Skyped him in, he was with his two new kids he’d just adopted. Everyone got to see them, meet them and then we had some of the OUR operators who were there, onstage, we had them come up and we got his huge check and we wrote the total, One million dollars, thirteen thousand or whatever it was and we presented it to their team and also to Tim. It was super emotional and amazing.

And what’s cool is Tony Robins is their biggest donor right now, he’s raised more money than anyone else, he actually went on a sting operation with them, went undercover and all sorts of crazy stuff. So we did that and Tony came out right afterwards and was talking all about them and the mission and it was so cool. The whole thing was amazing.

So I just wanted to give you guys a glimpse of that, for those who missed it. That was day number one and it was an emotional day. I remember going to bed that night and I was like, we had started at noon that day, it was supposed to be half a day, we got done about midnight. I was just like, that was an emotionally draining day, how are we going to do three more days of this? But we did and it was amazing.

So that’s the recap of day number one, I just wanted to share that with you guys. So those who weren’t here had a chance to hear and see what happened. I’ll let the rolling bag go by so you can continue to hear me. But that was day number one and it was awesome.

So throughout this week I’m going to share, I’m here with my kids at Disney for the rest of the week, so each day I’ll kind of share each day, the big take-aways and aha’s. But that was what happened day number one. So for you guys right now, I recommend the biggest thing to do right now is go to ourfilm.org and go watch the trailer and share it. You can donate on the thank you page afterwards and start sharing with people. When you guys do that, you’ll be on a waiting list, but when the big event goes live, when the documentary goes live, you can actually see it with us as a community, which is going to be super fun.

So that’s it for today, go watch at ourfilm.org, check out the documentary, opt in to be on the list to see the live documentary in the next few weeks when we go live, and please share it on Facebook, Instagram, tell your friends and family, everyone you know because this is a mission worth talking about and worth sharing.

I told everyone day one, the biggest thing is that slavery is existing here. It’s happening in America, around the world  and nobody even knows about it. So my goal with this documentary is to shine a light on the darkness. If you shine a light in a room full of cockroaches, they all scurry to the corner and they hide and that’s what we’re trying to do, blow this thing up and shine a light on the darkness.

So the best way you can help them and this organization is to go to ourfilm.org and share that message right now and get ready for the launch of the documentary which is coming soon.

Anyway, that’s day number one you guys, again I’ll recap each day, each of the next things and I hope you guys love it. Again, thanks so much for everyone that was here, I hope you guys enjoyed it. I cannot wait to start working with our 650+ people in the Two Comma Club x coaching program. I got some amazing things in store for you guys. We’re going on a cruise with everybody at the end of it, which is going to be insane and it’s going to be amazing. So again, thanks for everything you guys, appreciate you all. Thanks to everyone who came to Funnel Hacking Live and we’ll see you guys soon. Bye everybody.

Mar 16, 2018

What to do when your baby flops.

On today’s episode Russell talks about what one of his presentations for Funnel Hacking Live and why he is giving it. Here are a few of the awesome things to listen for in this episode:

  • What was the inspiration behind Funnel Audibles.
  • Why it’s so important to split test your funnels to go from good funnels to great funnels.
  • And what you can expect to hear during the Funnel Audibles presentation at Funnel Hacking Live.

So listen here to find out what Funnel Audibles is, and why it’s going to be a great presentation.

---Transcript---

What’s up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast.

Hey everyone, I hope you guys are doing amazing. We are like 5 days away from Funnel Hacking Live. It’s coming, it’s almost here, we’re so excited. I’ve been working early mornings, late nights, trying to get my slides done. But they’re turning out really, really cool.

Obviously most of you are going to be at Funnel Hacking Live, if not you’re insane, certifiably insane. But one of the presentations I was working on yesterday was called Funnel Audibles, which is kind of a fun one. Those of you who are going to be at the event, you’re going to see. I’m going to go through and go deep into this and show numbers and stats and all sorts of stuff like that. But it’s interesting because this is why I think most people fail funnels.

What they do is they go and like, they watch our webinar and they’re like, “Oh this is exciting, I’m excited.” They sign up and they’re like, “Oh I’m going to build a funnel!” and they go in there and they’re like, “Okay, I don’t know what kind of funnel to build.” And then they get confused and they try some stuff, and then they decide on a funnel and they go and build a funnel and launch it and then nothing happens. And then they’re like, “That funnel stuff’s a scam! That Russell has no idea what he’s talking about.”

Together we have 60,000 Clickfunnels members, they’re all full of it, right? All the almost 300 people in the two comma club, and the 17 people in the two comma club X club. There’s no way all of them are really doing what they’re doing. And then they walk away. And it’s sad because it breaks my heart. So that’s what Funnel Audibles is all about.

So what most people don’t know is most of the times when I launch a funnel, guess what? It doesn’t do very good. “But Russell I thought that you were the funnel guy, everything’s perfect.” No, it’s not. This is the difference between and me and everyone else, what happens. I do a funnel, and I do the best one that I know how and so I base it off of things I’ve funnel hacked in the past. Okay, I remember so and so did this really cool landing page, and someone had an upsell like this.

I look at stuff I’ve looked at and try to model it as close as I can and make it the best possible guess that I have. So I create the funnel and then I’m like, okay is it good or is it bad? Now this is what a lot of people will do, that hire me for coaching. They’ll call me and be like, “Hey Russell, what do you think about this? Is it good or is it bad?” I’m like, “I don’t know. What did the market say?” they’re like, “What do you mean?” I’m like, “I don’t know if it’s good or bad. I’m just a dude who looks at what’s proven and try to model it. But I have no idea if it’s going to work or not.” And they’re like, “Russell, you’re the funnel guy. You should know all this stuff.” No, I have no idea.

In fact, I never will review someone’s funnel until, because I don’t want to taint it with my judgment. I know enough from split testing to know that I’m wrong most of the time. So I don’t want to taint it. All I do is I go and let the market vote. I ask the market it’s opinion. I say, “Hey market, does this funnel give you a market that you actually want to buy? And does it convince you and persuade you to do it?” and guess what I don’t do? I don’t ask for people’s opinions. I don’t send it to my wife or my mom or my friends or other marketers that are like, “I would change this and tweak…” and give me all these things that they think, “I would never buy that.” Or all these things.

The only person who’s opinion I care about is my customer and the only way I care about their opinion is not what they tell me in a Facebook ad, “This seems scammy.” I don’t care about any of that crap. The only thing I care about is people voting with this thing right here, if you’re watching the video you can see. The only people voting with their wallet. It’s the only vote I care about.

So I’m going to see, will they open their wallet and pull out a credit card and buy the thing? If they did, that is the vote I care about. So that’s all I do.

So we create something and what I do is usually take about, depending on the offer, but probably around $1000 and we go usually to Facebook nowadays, because that’s the fastest way to test things, I think it’s shifting, but for right now it’s still Facebook. And then we spend $1000 on Facebook and throw it out there and just sit back.

People are like, “What are you doing Russell?” I’m like, “I’m watching. I’m letting the market tell me what works and what doesn’t work.” So I sit there and let the market, and then the traffic starts going through, people are clicking and they go through. They go through page one, page two, page…and I just watch. And this is the hard part because most people are freaking out.

I’ll get a message, “I launched yesterday, what’s happening?” I’m like, “dude, just relax. Just watch.” This is the thousand dollar investment to have the market tell you if your funnel is good enough or not. So you spend a thousand bucks, traffic goes through. Some people are like, “I don’t have a thousand dollars to waste, Russell.” The word waste is the wrong word. You’re spending a thousand dollars on market research to ge the actual market to tell you if it works or not. And they’re telling you by voting with their credit card, that’s the magic.

So I watch it, I let the traffic go through. It may take 3 or 4 or 5 days or whatever. Traffic goes through and when it’s done, then I come back and I look at it. Okay, here’s my funnel. Page 1, page 2, page 4, usually its 4 or 5 pages, the entire funnel. I look at, what percentage of people land on page number one did the thing I wanted them to do? I wanted them to give me an email address, I wanted them to join me on Facebook messenger. I wanted them to give me their credit card. Whatever it is.

And then what percentage of people did page 2, page 3, page 4 and then I just look at that and I literally, we made these score cards last night that I’ll be showing at the event, but there’s this big score card that shows the percentage of each thing. I look at it and I’m like okay, was that percentage good or bad? And at first you don’t know, but after a while you get kind of a gut feeling of, this is good, this is bad, so we look at that.

Then it’s like, okay. Opt in rate was like 11%, that’s really low. So I’m going to change that. And I look at everything else and everything else looks pretty good, so I make a split test, try to the best of my knowledge what things would I tweak and change. I make those changes and then I go back and buy some more marketing research. Spend another thousand bucks or 5 hundred bucks or whatever. I push it and I see what starts happening and let the market go through and I step back and I’m like, okay based on that, what happened? Okay cool, we increased conversion rates from 11% to 28%, that’s pretty good now.

And then the sales page, what’s happening? It’s not high enough. What tweak can we make there? And we tweak it. And we do this process three or four times. And usually in three or four times, we go from a crappy funnel to a winner, winner, chicken dinner. When we get a winner, winner, chicken dinner, that’s when we start promoting it, drive traffic and ads and money and everything. That’s when you start scaling.

But don’t even assume for a second that I just guess and that’s it. I guess and then I have the market tell me, and then I tweak, the market tell me, tweak, let the market tell me, and then I roll out a funnel. It’s the step that everyone’s missing. So we’re calling it Funnel Audibles, and I’m going to be showing an example.

In fact, last night we went through all the database of all the data and I show 5 big tests we did inside of the Expert Secrets book launch, made changes to the average cart value from about $30 to $54. And I show, here’s the first thing we did, second thing we did, third thing we did, fourth thing we did, fifth thing we did. And then I show funnel after funnel, a whole bunch of stuff I did and stuff like that.

So that’s the process guys. So now you understand, those who are Funnel Hacking Live will see me break down our numbers and stuff, but Funnel Audibles. I’m coming to the line of scrimmage, I’m looking around, seeing the tweaks and changes and making them based on that. Dave’s in there dancing.

Alright, I gotta go. I gotta go finish that presentation and five others on top of that, that’s 6 presentations. Anyway, I appreciate you guys. Funnel Audibles, it’s the key, it’s the secret. It’s how you go from good funnels to great, from bad funnels to good and from wherever you’re at to where you want to be. Learn how to do it, master it and have fun with it. Thanks you guys, appreciate you all and I’ll see you at Funnel Hacking Live. Bye everybody.

Mar 15, 2018

Do your homework, funnel hack everything, and Russell’s new motivation.

On this episode Russell talks about listening to a podcast and finding out what company he now wants to compete against. Here are some of the awesome things you will hear on today’s episode:

  • Find out what company Russell discovered that he now gets to compete against.
  • Find out what part of the company Russell wants to hack, because it’s not actually funnels.
  • And find out all the ways that you should be hacking other businesses so that you know the ins and out of the market you are in.

So listen here to hear what company Russell wants to compete with next, and how he will funnel hack them.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast.

Hey everyone, I hope you guys are doing amazing today. We are a week away today, 7 days from today the event will be live. So I’m actually heading into the office right now, because it’s kind of late, which you can see if you’re on camera, because I’ve got a lot of slides still to do. I have yet to finish any presentation. I’ve gotten close on a couple. But there’s still so much work that goes into this. Anyway, it’s really, really fun.

But I wanted to just message you guys today because this morning as I was getting ready I was listening to a podcast, I listen to a lot of podcasts, but the one I was listening to today was Nathan Latka’s The Top, and he was interviewing the CEO of Hubspot, which was kind of cool. Hubspot, for those who don’t know, is kind of one of our competitors, only not directly.

I was telling Clint this morning, he’s my CFO/my wife’s cousin. So he stayed over last night, he travels in to work from the office one or two days a week and then goes back to where he lives normally. But he was here last night, so this morning I was telling him about Hubspot a little bit and I was like, “They’re kind of like the yin to our yang.”

They’re all about putting out good content and people will come to you and hopefully by your stuff someday, maybe. And we’re like, “build a funnel and drive traffic to them.” But their suite of tools is kind of similar. They’ve got landing page software, they’ve got CRM, they’ve got all these kind of things.

So anyway, really, really cool interview that they were doing, but it was fun because I don’t know, for me it’s, maybe it’s just the competitive part of me, but they started sharing their stats and their numbers and what they were doing and it just got me excited. I’m like, “Okay cool, they’re doing almost a million dollars a day, we’re at, I don’t know, about a quarter of that right now. So I was like, okay.

But we have more customers, we’ve got about, almost double as many customers as they do, but they do it based on…anyway, it was interesting because what they were showing and what they are doing is almost identical to one of the big shifts and big changes that we are going to be launching at Funnel Hacking Live, which was cool because it was like, “Oh sweet, we’re on the right path, doing the right things.”

But it gave me someone to start chasing towards again, which is fun. It’s been a while. All our other competitors, we blew past them and then it’s just like, huh. What do you do when the competition is gone? For me it’s tough. Not that I want to compete directly, or whatever. I think most of you guys know I’m pretty competitive at this point.

But it’s just like, I need to have someone I’m running towards or else it’s tough for me to have that energy and excitement of like…so now it’s like, Hubspot, this is their numbers, their stats, this is where they’re at, now we know. Now we’ve got a shot. Now we’ve got a place to aspire and ascend to and to run towards. So it just pumped me up this morning.

So for you guys, I don’t know. I know we have people listening to this from all different levels of business from, a lot of startups, all the way to people that are making tens of millions of dollars. So what I would recommend is, and this goes back to Funnel Hacking 101 right, find someone to model. That’s not just talking about their landing pages, or their offers or whatever. It’s really understanding who in the marketplace, who’s there? Who’s leading the way? Who’s proven this model before you? How do you funnel hack them?

Hubspot, I may be excited to go funnel hack how they do their pricing strategy, they talked a little bit about that. I’m like, okay cool. That’s their pricing strategy, this is how they do this and this is how they do this. And so it’s like, it gets me all excited to run towards that now. It gives me motivation knowing it’s possible, knowing that it’s doable, knowing somebody’s done it before. It’s like sweet, 400 miles it’s been broken, now I know where to run, how to run, in the direction.

And they’ve left clues, I know they left clues. It’s funny, we started kind of funnel hacking Sales Force as well last year. We listened to all Sales Force books, went to Sales Force event, and really understanding them a lot better and their path and their journey has given us a lot of momentum, which has been really, really cool.

But now I’m like, sweet. Now I got Hubspot. I’m going to read the dudes, he’s written 3 or 4 books, I’m going to go read the books and start studying him and start geeking out and start funnel hacking the business, not the funnel, their funnel sucks. Their landing pages are so bad. I honestly have no idea how they have any customers. I shouldn’t say that in public, but they are really bad.

Hubspot CEO I can’t remember your name, you are awesome, but if you want me to help you fix your funnels, let me know. But that’s not what they’re good at, but what they are good at is different than what I’m good at. So I’m like, sweet I’ve got someone to model, someone to look at, someone to chase, someone to aspire towards.

I’m pumped and I’m excited and I’m going to start studying and geeking out and funnel hacking and I will know more about him and his company than anybody else on earth here, within the next two or three months, which is kind of cool.

Which brings me to the moral of today’s story. The moral of today’s story is you need to do your dang homework. It’s funny, I have people all the time who come to me like, “Hey Russell, I’m launching this kind of business.” I’m like, “Cool.” And it’s funny because I’m kind of obsessed and in most markets I know the key players. I’m like, “Do you know so and so?” They’re like, “No?” I’m like, “Do you know so and so?” “No.” “Have you ever heard of so and so?” “No.” I’m like, “Dude, how is it I know more about your market than you do? This is not a good thing. You need to become obsessed with it.”

If you’re in a market or you’re going into a market, you need to know. Who are the players? Who are the guru’s? What are the events? What are the things that you need to go to? Go to the live events, go meet the people, go buy the people’s products. Become obsessed and do your homework because you’re trying to compete in a market you don’t even know about. Its not very smart.

But if you know, you’re like, “Okay cool. Here’s the players, here’s where people are at, here’s the good old boys club, here’s the events that are happening, here’s the hierarchy of things, here’s the people at the top, people in the middle, people at the bottom.” All of that stuff is out there, you just gotta go and look for it. And it’s worth finding.

So funnel hacking isn’t just landing pages, it’s not just traffic sources, it’s everything. It’s all the pieces, all put together. I hope that helps you guys. That’s all I got. I’m going to go in there and get some slides done and get prepared for Funnel Hacking Live. I hope you guys are preparing yourselves as well, this event is going to change some of your lives and I’m excited for it. Alright guys, I’ll talk soon. Bye.

Mar 12, 2018

Behind the scenes of what I’m currently doing to simplify and sexify my messages.

On this episode Russell talks about how much time he spends simplifying his presentations so that even his kids could understand his concepts. Here are some of the other things to listen for in this episode:

  • Why it’s so important to cut out the techno babble and complex concepts from your message.
  • Why you need to make your message sexy or intriguing to the audience.
  • And why its important for your audience that you spend an enormous amount of time learning a concept and then simplifying it for them.

So listen here to find out why Russell thinks its so important to simplify and sexify your message.

---Transcript---

Hey what’s up everybody? This is Russell Brunson and welcome to Marketing Secrets Podcast. It’s Saturday and I’m getting ready for the big Funnel Hacking Live Event.

Hey everyone, just wanted to jump on, I know that this last week and next week I’ve been working so much on presentations and slides and getting ready for Funnel Hacking Live, I haven’t done many podcasts and I just wanted to kind of communicate and connect with everybody because I’ve been thinking about you a lot. There’s just so much stuff happening.

Anyway, there’s a lot that goes into events. The venue, the people, the speakers, there’s so much stuff, the organization, the schedule, the timing, everything. So for the last six months or so we’ve been spending time doing everything else, and now it’s like, it was two weeks away last week, now we’re 10 days away as of right now. So for me it was like, okay it’s the last two weeks, it’s all about I need to get my presentations done.

And it’s interesting, most, I don’t know, it’s weird. Most people who do their own events nowadays, they don’t speak very much at their own events, which is weird to me, it doesn’t quite make sense. But that’s what people do. A couple of ones I went to this year, and they were great events, nothing against that, it’s just the promoter didn’t speak as much.

I went to Ryan Rand’s event, which was really neat, and I asked him, “Are you nervous? What are you speaking about?” and he’s like, “I don’t speak at my own presentations.” I was like, “Oh you don’t?” He’s like, “Yeah, at my event I like to bring people in and then I let them speak.” I was like, oh that’s interesting.

Then I was at Grant Cardone’s event and he came and didn’t speak hardly at all either and I was like, I would die….If I had a stage like Grant Cardone’s I would have been on stage like 20 hours a day every single day, just leveraging that because that’s such an important thing, you know what I mean?

And then if you look at just different ones. For me, I feel like.. I know that when Traffic Conversion, when it first came out I used to go because I loved hearing Ryan and Perry speak. Both those guys are geniuses and I loved hearing from them and as Traffic Conversion grew, they started speaking less and less and less. Now I think the last T&C had like 50-60 speakers and they maybe spoke once each. And it was just like, I don’t even, this isn’t worth me going anymore because I wanted to hear from them.

I look at people who’ve got tons of longevity, someone like Tony Robbins. When he does his events he’s on stage for 50 hours in a weekend. I feel like, I don’t know, I always want to be there. I want to be the one inside of it.

So because of that, for this event I’ve got 6 presentations I’m creating. And of course I’m not someone who can just make a, I don’t want to go just off the top of my head. I want to make these impactful and emotional and strong. So every presentation the design I’m spending on each one, that alone is amazing. The last podcast talked about figuring out the hook, the headline, and the framework and I spent a week just doing that on the six presentations. I’m only about half way through all the framework, which is sad because I was trying to get it all done this week so next week I could work on slides.

But as I was doing this, I was trying to think, I’ve been talking to a lot of people on my team, people at the event, a lot of people just trying to figure things out. I think the reason why I’ve been successful, so I’m saying this for people who are creating courses or content or products or events or slides or presentations or anything, because I think it’s a hint and I hope it helps because that’s the whole point of why I wanted to jump on here. I wish you guys knew how much time I spend trying to figure out how to simplify concepts. I think that the biggest thing that keeps people back from success when they’re presenting is techno babble. If you’ve read the Expert Secrets book, I talk about techno babble.

We use these huge vocabularies, and my vocabulary is very simple, it’s very easy. I’m always trying to simplify. If you look at these standing whiteboards here and here, those who are watching. And here and here, and then I’ve got papers all over the ground here. This is me taking a concept and writing it out, writing it out again, and again trying to simplify it so it’s so simple that I could explain it to my kids. So simple I could understand it. And I don’t think people spend the time. If you knew, it’s Saturday night at 6:24 pm, I’m sitting here trying to simplify this one section of a presentation because it needs to be so simple that people understand it.

I think that instead we think that we’re so smart and we use our techno babble and our learning to show how intelligent we are, but all it does is alienate the audience and pushes them away from you. So I think that’s one of my super powers, but it’s not something that’s magical. It’s me sitting here for 10 hours trying to figure out one presentation, how to simplify it and make it simpler and simpler until it’s simple.

For all of you guys out there, I’d spend more time on that. Try to simplify things. Simplify your vocabulary, pull the big words out, pull the complex things out. See if you can explain what you’re doing in a doodle graph. If you can’t then it’s too complex. Some of you guys are like, “Well mines, I couldn’t do mine in a doodle graph.”

No, you could. When I, we did a thing in network marketing program a while ago and they wanted me to do a video explaining the comp plan and it was way over my head anyway. So I had John on my team go through and he watched, I don’t know, 12 plus hours of video of people explaining the comp plan from the lawyers and the marketers and all sorts of stuff. He went through and tried to explain it to me and it took like 4 or 5 hours for him to explain to me. Then I had it all on a whiteboard and I was like okay, how to make this simple? And it took me another 2 or 3 days to simplify it to a point where it’s like, “Oh, that’s really, really easy.”

So I just wanted to, I don’t know, for you guys who are, and this is kind of to the audience who’s presenting and experts and things like that. First off, continue to publish your stuff. That’s one big key I want to put out there. Don’t, I don’t know, your longevity of you as a person, as a personality, has to do with how much time you put out there. Now, a tangent on that, I’m very strategic. At my events I spend a lot of time on people coming there. I don’t speak at many other people’s events anymore because I want, I also don’t want to be the guy who’s at every event speaking, because you lose your supply and demand type thing there.

But my own event, I want to be the one there. I want to make it so this is a venue people come to and they’re going to come because “I’m going to hear six whole new presentations from Russell that I’ve never heard before, that he’s never talked about on the podcast.” It’s this unique thing and I want to give that experience to people.

And so, I think for your own things, do that kind of stuff. Be willing to do it. Second is simplify things as much as you can. And then third, I don’t know how to teach this, but try to make things sexy. I could have said, “This presentation is how to get traffic to your website.” Or “How to increase your social media profiling.” Or whatever. But instead we made it sexy. I read these headlines to you guys during the last event. Like, “Conversation Domination. How to get your dream clients addictively binge watching you on every platform that they live on. Warning, this aggressive approach is only for those who truly believe in their message.”

You look at that and you’re like, okay that’s a cool headline Russell. But we sat here for like 3 hours going back and trying to make it easier. So for you, you’ve got to put the time in to simplify your message and make it sexy and figure out the hook. Spend time doing that.

I wish you guys could all get a glimpse at how much time I spend on that part of it, because I don’t think people understand that. They just put something together and go out there. And it’s like, no, that’s the valuable part. That’s what makes you valuable to your audience, your ability to go through and collect information, ideas and things like that. I did a podcast before how your job is to think for a lot of other people. You’re doing that and then bringing it back to somebody in a simple format and they’re like, ‘Oh, cool. I could actually do that.”

So that’s what your job is to do. You’re curating all this stuff and then bringing it back in the most simple form possible to give to people. But you’ve got to spend the time doing that. You have put in the energy, the effort to think through those things for them, simplify them and give them in a way that they can do it.

I don’t know how to teach that other than, I want you guys to be aware of how much time I spend doing it because then you might realize, “Oh I don’t spend any time doing that. Maybe that’s my problem. Maybe I should spend a Saturday here in my sweats in my office just thinking through how to simplify this for people, because it’s meant the world to me, and I think it’s helped me to build an audience and get followers and people listening to me because I’ve been good at that.

I hope that helps. I don’t know, I’m not the best in the world. I still talk to fast, I mumble, I have all sorts of quirks and things that are strange. I know some people don’t like me at all, which is totally cool. But that’s one thing I’ve been good at and it’s helped a lot of people. I look at my books, Dotcom Secrets, Expert Secrets, they’re not my original ideas, it’s me reading a billion things, trying a bunch of stuff, and then putting it into a format that’s as simple as possible. That’s why I doodle things out. I’m trying to doodle it so you’ll be like, “Oh there’s the doodle, that’s what he’s thinking.”

So for you, it’s figuring out simplify, simplify, simplify. Cut out the techno babble, make things sexy, make things interesting, spend that extra time to do that because it’s worth it. If I can do that for 6 presentations in a 2 week period of time, that’s doing it for all of them, plus then creating slides for all of them on top of everything else I’m doing for this event, I guarantee you can do for one presentation or with your perfect webinar that you’re doing. I’m guessing a lot of times if your webinar’s aren’t converting it’s because you’re too complex. Simplify the story, simplify the process, simplify those things for people so they get it. Make them sexy, make the hooks good, make it intriguing and curiosity driven because those are the keys.

Anyway, that’s it you guys. I’m going to get back to work. I gotta make this thing sexy and simplify it so hopefully sometime today I can go take a nap. Alright appreciate you all, for those coming to Funnel Hacking Live, I cannot wait to see you. It’s going to be amazing and hopefully this event will change your business, but more importantly I want it to change your life. So I’ll see you guys there. Bye everybody.

Mar 7, 2018

How We Create Presentations That Are SUPER Sexy, That Get Attention And Make It Simple To Teach

On this episode Russell talks about all the work that goes into putting his presentations together for Funnel Hacking Live. Here are some of the awesome things you will hear in today’s episode:

  • Why Russell spends so much time on the headline and the framework of a presentation.
  • Why it is so important to make sure the headline is sexy.
  • And why if he has a framework put together, Russell can do a 90 minute presentation without even having slides.

So listen here to find out the process Russell goes through to create a headline and framework for a presentation.

---Transcript---

Hey this is Russell Brunson, welcome to the Marketing Secrets Podcast, so excited to have you guys here today. Before we get started make sure you go to iTunes, if you’re listening to this podcast. Rate, review, like us, let us know what you think, it means a lot to me. I read the comments and it helps me to know what you want and what to give you more of.

Today we’re going to be talking about the framework behind the new conversation domination presentation, going to show you what we did, how we did it, how we made it sexy and a whole bunch more.

Hey everyone this is Russell. I’m so excited to be here today. We are less than two weeks away from Funnel Hacking Live going live, which is crazy. All sorts of craziness is happening. To start it off, of course I don’t like doing anything normal, I want as much pressure as possible because for some reason when a lot of things are happening I’m able to focus and get stuff done. So we decided this week to do  a keto fast/reboot diet and I tricked about 9 other people besides me into doing it. Because Prove It just came out with their new Keto Reboot kit, so I wanted to try it out, and they asked if I’d help write some stuff for them and help on a funnel and stuff so I’m like, “Let me try it out.”

So they shipped us out a bunch of reboot kits, so for the last 60 hours, it’s a 60 hour fast, and all you do is have all these different Keto products and it’s like, you have a keto drink in the morning and then you’ve got a keto bone broth, which was shockingly good, and then another keto drink and these little pills and this keto tea at night, which was good too. Anyway, you do that for 60 hours. So we just broke our 60 hour fast and just had bacon, eggs and avocados, my three favorite foods all in one super meal, which was awesome.

Now I’m heading into the office to work on my slides and presentation and stuff like that. But I wanted to share something with you guys today, because maybe it will give you a little hope or faith or knowledge, I don’t know. Whatever it is you need to get through what it is you’re doing. So I’ve got 6 presentations I’m giving at Funnel Hacking Live, and I just started on them basically on Monday. So I got a two week window to get them all done. And maybe you’re like, “oh that’s easy, six presentations in two weeks.”

But each presentation for me is usually between 150-300 slides. So these aren’t micro, these are macro, big, big, big projects I’m trying to get done. For me, if I were planning this for the last six months it never got done. For me it’s all about just in time, getting things you need done just in time. So now it’s like, okay it’s go time. I have to get these done, I have no other option. Now is the time to start creating them.

So I just wanted to share the process because maybe that will help some of you guys. So it’s been 48 hours and at the end of the 48 all I have done is for my presentation number one, I have a title, the title slide, a headline, and a doodle graph of the, what’s the word I’m looking for? Of the process I’m going to be teaching, not the process, that’s not the word, of the system. Dangit, there’s a word, it’ll come to me.

But basically this is what I’m teaching and the doodle in the whiteboard thing. That’s what I got done in 48 hours and people are like, “You’re never going to get these slides done in time Russell. If you spent 48 hours on that.” And it’s true, but the slides take a lot of grunt work, but not a lot of thinking. It’s kind of like, what image can I put in here to remember my brain to talk about this concept, and what’s the headline? Things like that that pull you through the presentation.

The bigger part is the structure, what’s the structure or what you’re going to be teaching people? What’s the hook? How do you make it sexy? So for me it’s like, yeah maybe that’s the thing. The structure, the hook, and try to be sexy. So the structure was the biggest thing. So I was trying to think conceptually what do I want to teach and how do I want to teach it?

So I had this huge whiteboard and we mapped it all out and I was like, okay that’s awesome but super complex. Then I took a big pad of paper and shrunk it out again. I was like, it’s awesome but it’s still too complex. I got it down, down, down until finally it was like this really simple, here’s the process, here’s the framework, I think that’s the word I’m looking for. Here’s the framework of how I’m going to teach this concept.

For example, this presentation I’m working on, for the first 48 hours is called Conversation Domination, and it’s basically how to dominate the conversation everywhere, on every single platform, every single channel, all at the same time. And I bought, one of my friends used to own a product called Conversation Domination and I bought the brand and the domain and stuff from him, so that was going to be the title of it.

Then I needed a structure, a framework, so they took all that time, a day and a half to get the frame to simplify where it’s like, ah here’s the framework, which if you look at all my books, Dotcom Secrets, Expert Secrets, it’s all about a framework. The little doodles are my framework, and I can teach off of the framework.

So now I got the framework and then I need, how to make this sexy. Conversation domination is sexy, but we needed a really sexy headline and so in fact, I’m going to go inside and find a headline right now, so I can read it to you guys. But we had to get the headline because that’s part of the hook right there, getting the headline that’s going to capture people so that when they see the presentation they’ll be like, “Oh crap, I actually do want to hear that. I want to know what he’s going to be talking about.”

So that was the next piece, pulling out the headline. I’m walking through the office right now. We’re live everybody, what’s up? Anyway, so we’re pulling out the headline and that was kind of the next step in the process. So let me come in here and show you guys who are watching. If you’re listening I will read it to you. Here we are in the office.

Alright, so the headline ended up being, and this is after probably 2 1/2 -3 hours of headlining back and forth with a whole bunch of people, again, it’s not just a fast process, most of the time it’s going into these little things that set up the framework for everything else. So Conversation Domination, this is the headline we came up with, “How to get your dream clients addictively binge watching you on every platform that they live on. Warning, this aggressive approach is only for those that truly believe in their message.” So for those who are watching, here’s a little picture of it you can see. For those listening, that’s the headline.

So that became the headline and then it was like, okay now I’ve got the title, the hook or the headline, and then we’ve got the framework for me to teach and then the last thing, we gotta make it sexy and this is where design comes in. We need to make this thing look amazing.

So kind of the storyline behind this presentation, and I’ll get to that, I’m not going to tell you too much of the storyline because I can go on for hours about that. But for those who are going to Funnel Hacking Live, the presentation you’ll hear the story behind it, but it basically likens social media to TV’s back in 1965.

So how it works, if you look at the design here, you can see it’s designed like an old TV set and it just looks awesome. So I had this and I got the title and the headline done and I sent it over to Julie Stoian, who is not in Boise this week, against her wishes. She wanted to be here, but we had too much stuff. But I sent it to her and then she wrote back, she said, in all caps, “How do you make everything so sexy?” And I said, “Ha, that’s the big secret.” And then she shared with me a screenshot from someone in her group that said, from Karen Wolf Milner it said, “How is that Russell Brunson can make the seven phases of a funnel sound so sexy? LOL, I’m becoming slightly obsessed with funnels.”That was literally 12 minutes ago in my group.

So what I want to share, the whole point of this podcast I want to share is like, you have to make your thing sexy. I could have been like, “Here’s how to drive traffic to your offers.” Bleh. Or, “Here’s how to be seen on YouTube, Instagram and Facebook.” Blah, boring. It’s got to be something that captures people, that’s different and unique that people will remember forever.

I think so many times I see people like, “My funnel’s not working.” and I go and look at it and it’s just so bland. Of course not, you don’t have a good hook, you don’t have a good headline, you don’t have a good design, there’s nothing interesting or intriguing, there’s no story behind it. What’s the whole thing?

This presentation, literally I start with the title. “Hey you guys this is a presentation called Conversation Domination. I’m going to show you how to get your dream clients addictively binge watching you on every social platform that they’re living on. Warning, this aggressive approach is only for those that truly believe in their message.” Then I go into the story. “So I want to tell you guys this story. There’s this clip….blah, blah, blah.” And tell the story about TV in 1965 and explain that whole thing and now all the sudden there’s intrigue, there’s interest, and now I can move to the framework.

For those who are looking at the framework, for those who are watching live, excuse me watching on the video, you can see a picture of the framework here. I clear off all my mess, sorry. A week before events things become a mess because I got 8 thousand papers open everywhere. But here’s the framework, and that framework started out as this framework on this whiteboard here, then it shifted into a whole bunch of pads of paper like this to try to simplify it more and more and more until I finally got to this, and that’s the framework I’m going to teach.

So what’s cool about it now, when I do my presentation, this is all I have to teach. If I did no slides, I could just go up on a whiteboard and map this out, and explain this piece and this piece and this piece. That’s how I could do it really simply. If I wanted to do it complex, I could go make 5 or 6 slides explaining each one, showing pictures for visual demonstrations of each thing, which is probably what I’ll end up doing. But worst case, I have the framework, so now I could go and I could present this tonight and I could do a 90 minute presentation with nothing but this framework.

When I teach a lot of times people think, “How in the world do you get on stage without any preparation and speak for like an hour?” or 2 hours or 5 hours. I’m like, “Well, I sit in the back before and try to fill out a framework of what I want to create.” I remember Brendon Burchard used to tell me, “The framework is your savior.”

If you’ve got a framework like this you always know where you’re going. You just put the thing in, you talk, talk, talk, talk and then you stop and you’re like, “Okay, what’s the next thing? Okay, here’s the next thing, next thing, next thing.” So for me, my framework is always these doodle graphs. I could go and if someone wanted me to teach a lesson, teach a three day event tomorrow on Dotcom Secrets, I wouldn’t have to rehearse anything. I would just go get the book, pull out the framework, pull out the images, and just talk off the images as you show it. It would not be hard because the framework shows me where my mind needs to go, what I need to talk about, how it all fits together, it makes it very, very clear.

So for you guys, I want you thinking, when you’re making presentations, you’re trying to sell stuff, trying to create things, some of the things you need to be thinking about. It’s gotta be sexy, it’s gotta have a sexy hook that grabs them, that looks interesting. A headline that like sucks them in. A story that gets them to care about it, and then there’s the framework where you deliver all the big promises you gave them during the headline.

So anyway, I hope that kind of helps, because I know even people here on my team internally are like, “Why have you spent 48 hours and all you have is a headline and some doodles.” And I’m like, “Because that’s the most important part. Everything else is just details.” So there you go. I hope that helps you guys.

I have to go on lock down and now make 150 slides for this presentation and then do the same process for the other 5. Actually, I’m going to this process for the other 5 first, because this is the hardest part. This is the brainwork, then it’s just like again, now that I have this the brainwork is gone. Next week I have to go and grab images for all these things and slap them into slides and make them look amazing. So the brainwork is the hard part.

Alright guys, that’s all I got. Thanks so much for listening today. If you are not subscribed on iTunes, again go to iTunes, search for Marketing Secrets and subscribe to the podcast and please, rate, review if you like this. That’ll get me excited to keep on making cool stuff. Thanks you guys, appreciate you all and we’ll talk to you soon. Bye.

Mar 2, 2018

The marketing strategy I would use if I was going to try to literally take over the world… or my city.

On this episode Russell rants about politicians in his area that use boring signs on the side of the road to campaign. He discusses in detail the ways he would market himself if he were to run for political office. Here are some of the awesome things you will here in this episode:

  • Find out why Russell believes politicians are the worst marketers ever.
  • Hear how Russell would plan to gain a larger audience and in turn more votes.
  • And find out why if you’re a politician you should take a copy of Expert Secrets, rip off the cover and use it to run your campaign marketing.

So listen here to find out why if Russell cared about politics and ran for political office, he would win.

---Transcript---

What’s up everybody? My name is Russell Brunson. Welcome to the Marketing Secrets Podcast. Today we’re going to be talking about political marketing, what’s driving me crazy and what I would do if I were running for president, or Congress, or whatever it is.

Hey everyone, I hope you guys are doing awesome. I hope you enjoyed the last few podcasts, I think the last one people have been going nuts for. We got tons of downloads from it which has been really, really fun. Talked about how we basically did $3 million dollars in 90 minutes and I walk you guys through the whole process. So I hope you guys enjoyed that.

It’s been a couple days since I did a podcast because I’m kind of recovering and recouping from the craziness that consumed last week. Today I was driving into the office and it’s political season here in Idaho, it probably is everywhere. I’m not a big politic guy, I don’t really care about voting too much. Anyway, I’ll leave that. I just don’t care. I care more about entrepreneurship and stuff like that.

But I know there’s a big political thing because I keep seeing all these signs and I met one of the dudes who is running for, I don’t know what it is, congress, senate, something here in Idaho. And then I drove by and saw his sign, a big old sign it’s got his name on it really, really big, and like the logo of the party. Then I saw another guy and it’s got his name really, really big and the logo of the party. It drives me nuts. I just cringe when I know how much money is being wasted.

They keep asking me to donate to so and so’s campaign and this and that and I’m just like, politicians’ are the worst marketers in the history of all time, outside of  a few people.

I’m sure there’s a lot of you guys who watched the last elections. And the person who won was actually a great marketer. I’m sure he had his name really big all over the signs, but what was better, he had a benefit. What is the benefit for our people?

So instead of saying, “Russell Brunson” on a big sign on the side of the road, I’d be like, what do people here actually care about? And have something like, “Hey do you want to make Idaho great again?” or “Hey, do you want to pay less taxes?” or some benefit to the actual human being. Not just my name. Nobody cares about my name. So all of you politicians who have a big old sign with your name on it and a logo, you are literally just flushing money down the toilet.

I’m sure there’s the hyper-actives who know who you are, every time they see your sign they’re like, “Yay!” They were going to vote for you anyway. All the rest of us, people who don’t care about politics or aren’t going out to vote, we look at that and see a name and just keep driving. It does zero for memory. I don’t know what the benefits are to me, I don’t know why I’d vote for you over everyone else. It does nothing whatsoever, yet we keep doing it. I don’t know how much money the sign companies make from this, it’s ridiculous.

Then I got invited today to a get together party thing at somebody’s house where they were doing a, I don’t know, fundraiser, a big get together. Everybody is going to be at somebody’s house and I don’t even know if the politicians are going to be there, but there’s a big party and they’re going to talk about it and share it. And they invited me to it.

I just kind of smiled and like, first off, why am I going to this thing? Is a person going to be there that nobody told me? What’s the benefit? My thoughts are people are going to go once again, to something like this, are people who are predisposed to vote for that person anyway and then get together and be all excited about that person and it’s going to be awesome. But it doesn’t get a single extra vote created.

So if I was running for politics, people asked me, I did a rant on this about a month ago about if I were ever to run for politics. First off, I will never run. Mark my word. Second off, someday I do want to be a puppet master for some politician, so if and when I ever end this part of my career, I’m totally going to find a politician and just be a puppet master, just in the marketing, just to prove that this stuff works.

So if I was a politician, first off, my big old sign on the side of the road would have the benefit for the person, huge headline and my name would be underneath it in much smaller font. But the benefit of why they would want to vote for me would be number one.

Number two, I wouldn’t be trying to throw rally’s for people who are already going to vote for me. Do you want to know why? Because it doesn’t create new votes. So what I would be doing instead is I would be going to my local area, my geographical area that can vote for me. I’d be going to Facebook, I’d be doing Facebook Live’s every single day for the entire year and a half leading up to my campaign.

What would I talk about on those things? I don’t know. I’d find out what people actually care about. Not people necessarily that are already voting for me, but I’d be finding topics and be doing one Facebook Live per day, per topic and I would target my local…I would want it so that every single person who could possibly vote for me, when they open up Facebook or Instagram, all they see every single day is my face talking about the new topic.

I haven’t seen a single Facebook Live from a single politician ever, which blows my mind. Guess how we’re all making all this money online guys. Facebook Lives. I haven’t seen a single swipe up ad for any of my politicians, guess where I’m making money online guys? Swipe up ads.

Why in the world aren’t these people using things? They’re doing all these old school methods, they’re doing horrible branding, horrible messaging, they’re not doing any kind of future based cause, they’re doing rallies to get their existing warm audience excited about them, although it creates no new votes. I’d be focusing how to create new votes. What’s my future based cause? All this crap we talked about on Expert Secrets, I’m going to get a new cover for this, and call it political secrets, and then we’ll wrap it and sell it to the politicians, teach them how to actually sell themselves and market.

I would totally be doing a perfect webinar. I would literally do all these Facebook Lives, pushing people to, “hey I’m going to be doing this….” I wouldn’t call it a webinar, I’d call it a something…”a town hall meeting where I’m going to reveal to you the three biggest things we are going to do to destroy (not destroy) to fix our economy locally and to blah, blah, blah…” Whatever it is.

I would figure out their false believes of my core audience, I would do a perfect webinar and I would try to at the end of the perfect webinar I would totally sell them something. Some kind of packet, because as soon as somebody has paid with their wallet, now they’re emotionally invested, they’re more likely to spend time with you and give you more money and vote for you and tell other people to vote for you, because they’ve given you money.

I wouldn’t go ask people for campaign donations, “Hey can you donate to so and so’s campaign. This is the platform he’s on.” Because nobody cares about the platform that they’re on. What do people want? They want something. They want an ROI, they want to get something in return.

So I would figure out cool stuff. What would I make? I’d make a box of stuff like this and put cool things in there that people would actually want locally. I’d have like coupons from the local area, where they support me as a cause and you get $5000 in coupons if you donate $50, or something. I would find, I don’t know. I would just do good marketing.

We just need to get one politician to understand good DR, direct response marketing, and we could change the world. James, you in on that?

James: I’ll be the politician, you be my puppet master.

Russell: Oh my gosh you guys heard it right here on Marketing Secrets. The puppet master.

James: The puppet master,

Russell: And the puppet.

James: And the politician.

Russell: the politician.

James: We’ll call it politician.

Russell: Aka, the politician. Okay, so you’re going to do it.

James: I’m going to do it.

Russell: Can you do it in Idaho, or do you have to be an Idaho citizen?

James: I think I’m pretty sure to being a…

Russell: Are you an American citizen?

James: I’m an American citizen, even though I’m wearing my Italian shirt.

Russell: Yeah, should we do it for…anyway. We’re going to do it and document it.

James: Yes, that would be amazing.

Russell: That would actually be really cool. Alright, so there you go guys. If you’re running for political office, take the Expert Secrets book, rip the cover off, handwrite in Political Secrets or Politician Secrets or something and then when you campaign, I hope this helps.

Because I don’t care if you’re selling politics, or you’re selling books, if you’re selling courses, if you’re selling software, you’re selling ebooks, you’re selling food at the grocery store, all these principles are the same. If I hear one person like, “Oh Expert Secrets, that doesn’t work for my business.” Or “I’m not selling information products.” This has nothing to do with selling information products. If you think that that’s what it means, it means you missed the entire point. Read the book again, it has to do with selling everything and anything.

It’s human emotion, psychology. I would have called this book, Russell’s copywriting secrets book, but that would have been boring and nobody would have bought it. This is teaching you as the presenter, as the attractive character in your audience, whatever business you are selling, I promise you 10x in sales as soon as you attach an attractive character to it. What is the guide book for how that attractive character communicates with your audience, with you, with other people, this book is the book.

So there’s the pitch for my book, you probably already bought it and you probably read it. So if you have read it, go read it again. If you haven’t read it, now is the time. It’s going to help you sell whatever it is you’re selling, way more efficiently, and way better. It is the key. So once again, if you’re selling politics or anything else, that’s the process and the path.

Alright, so you heard it first. What are you going to run for, man?

James: Let’s take it as high as we can go.

Russell: We can go for president?

James: Yeah, why not?

Russell: Are you political? What party are you for? I want to know what you actually stand for before I put you in there.

James: Before you endorse me?

Russell: Because we’ve got.

{Crosstalk}

Russell: We’ve got a conservative and a liberal both in this office. James where do you fall in the middle?

James: I’m conservative.

Russell: Uh oh, okay. Well, Melanie, you’re running the campaign here, you gotta….anyway, I’m ending the podcast now you guys. Look for James coming soon to a ballot near you. Vote for him, Mr. James P. Friel and Associates will be running and the puppet master will be doing the marketing behind the scenes. Going to be a lot of fun.

Anyway, appreciate you guys, thanks so much for everything and I’ll talk to you guys soon. Bye.

Feb 27, 2018

A breakdown behind the scenes of everything that went into the 3 million dollars in 90 minutes from Grant Cardone’s 10X event.

On this episode Russell goes through a play by play of Grant Cardone’s 10x event and how he was able to make 3 million dollars in just 90 minutes. He also answers 12 questions people have been asking since the event. Here are some of the awesome things you will hear on today’s episode:

  • What kinds of things Russell and his team did to prepare for the event so they would have the ability to sell to such a large crowd.
  • How this offer differed from the offer he presented at last years 10x event.
  • What Russell did to get in state before presenting onstage in front of almost 9,000 people.
  • And find out the answers to the 12 questions everyone has been asking since the event took place.

So listen here to hear the amazing tale of how Russell was able to make $3 million dollars in just 90 minutes.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. Today I’m going to talk to you guys about how I made over $3 million dollars in just 90 short minutes.

Alright everybody, unless you’ve been living under a rock, you probably heard everybody talking about what happened last weekend, which was kind of crazy. I had a chance to speak at Grant Cardone’s 10x event and yes, the rumors are true. We did my presentation, at the end I sold this special offer and we sold over $3 million in sales. Not just contracts, but collected cash in the bank in just 90 short minutes.

And I’ve got a ton of questions coming in all over the place about how we did it, why we did and all sorts of craziness, so I just wanted to use this episode to kind of tell you the whole back story and to show you the actual process of how we did it. And then at the end I’ve got 12 questions that a lot of you guys are asking as well, that I was going to kind of cover. So that’s kind of the game plan.

So with that said, I’ll kind of jump back into the back story. A couple of years ago was the first time I ever heard about Grant Cardone, one of the guys that works for me, Randy Grizzle, he came to me and said something about Grant Cardone, I’m like, “who’s that.” And he’s like, “He’s this guy.” And he showed me some videos and I was like, “Oh.”

So I became aware of him then and started following him and just started seeing his stuff. Last year, probably a year and a half ago he decided he was going to launch an event, he called it the 10x Growth Con and he launched this event. And I was not one of the speakers when they launched it. And as they started launching and it started getting bigger and bigger and finally one of my friends, Brian Post, he reached out to me and was like, “Hey you should really speak at this event, it’s going to be a big deal.” And I’m like, “I don’t have time to speak at events anymore, as much as I would love to.” And he was like, “No, this is one that I think it’d be worth it to you to do.”

So he introduced me to somebody over there and next thing we knew I was on the page as one of the speakers. And I didn’t know Grant Cardone at the time, and he didn’t know me. In fact, we had a call before the event to find out what I was going to talk about. And I kind of told him and he’s like, “Well I want you to..” I just remember he was like, “I’ve had other people, like internet guys, try to sell stuff and they’re not very good at it. In fact, when you go out there, just go and tell them the price first and just talk about it and people will buy.”

And I was like, you guys know my back story, I’ve been doing this for a long time, over a decade. I’ve spoken on stage a lot and I know the process. And I was like, “This is the way that I want to do it.” And they’re like, “No, no. Just do it our way and it’ll work.” And I was like, “Okay.” And in my head I was like, I’m doing it my way. I know what works. But I didn’t want to be weird on our first relationship, our first call, so I was like, “Okay.”

So I went to that event and I think there was, I can’t remember how many people it was either 2200 or 2800, I don’t remember the exact numbers. But we got there and you know we showed up, Dave Woodward and I show up and had a big box of order forms and we asked them, “When I speak tomorrow I need a couple of sales tables. I need staff to help man the tables, and close sales.” And they were like, “Why would you do that. We don’t have staff for you.” And I was like, “This is how it works.”

And they didn’t have any respect for me at the time, they’d never seen me close or sell. So I couldn’t get them to even give me literally a table to sell from. So I’m like, okay well, this is how we sell. Luckily Alex and Layla Hermosi, who are inner circle members and two comma club winners and soon to be 8 figure award winners, they were in the audience as well. And I said, “Hey can you guys help us to close sales?” And they’re like, “Sure where’s the table?” And I’m like, “There’s no table here.”

So there’s three exit doors, so Dave was at one door with a box of applications and a handful of pens we bought at Staples the night before and so was Alex and Layla. So when I did my whole thing and did my close and people started running to the sides to sign up and Dave and Alex and Layla are pulling order forms out of a box, trying to sign up people in a short 30 minute window there, they were able to close just shy of a million dollars in sales. I don’t remember exactly what it was. Almost a million but not quite in sales at this thing.

And I remember telling them afterwards, because I got off stage and Grant Cardone came up to me and it was the first time we ever met in person. He was like, “I’ve never seen something like that before.” I’m like, “What?” and he’s like, “I’ve never seen a table rush like that. People were running to the back to buy your stuff.” I was like, “yeah I kind of told you guys that, but nobody believed me.”

Anyway, I was like, “That’s how the process works.” I remember afterwards he was like, “I want you to show me how to do that.” So if you watch some of the interviews he had done with afterwards, it was always about that. “I’ve never seen somebody do that before. That was the coolest thing in the world.”

About a month or so later they called me on the phone and they’re like, “Hey, we’re thinking about doing another event, this time we’re going to try to get out 9,000 people, do you want to speak at it?” I was like, “Well, first off, I don’t think that’s possible to get 9,000 people out to an event, but the last event was so good, so if you do it again, I would be more than willing to come.” He’s like, “Cool. You’re going to be our big money speaker.” And they put me on the thing and started promoting the thing for the next year.

And lo and behold, despite my skepticism, they had 9,000 people in the room. It was crazy. It was in Vegas in the Mandalay Bay in a huge arena that I know they do boxing matches there, they do concerts there, it was crazy. So they filled it out.

So probably about month and a half two months ago we did a call with them before the event and they were like, “Okay, this is what’s happening. We’re going to,” I think they’d sold about 8500 tickets at the time, they’re like, “We’re going to have all 9,000 sold.”  I was like, oh crap. So we started talking about how to do the sales process and they were like, “What’s going to happen is we’re going to have an app on the phone, so you just get up and tell everyone to buy in the app, and that’s how you’ll do your table.” I was like, “No, that will kill all the momentum.” And they’re like, “No, that’s how it works.” And I’m like, “No please. Please do not list me on the app.”

And they didn’t. All the other speakers were in the app with their price points and they just click a button to buy. I’m like, “Please don’t put me in the app, the whole social psychology happens when people stand up and they’re all running to go buy something. Please don’t take that away from me, please?”

So they agreed to not put me in the thing. So I was like, “Okay we need tables.” And they’re like, “How is that going to work? In this arena there’s three levels. There’s the bottom floor, first floor, second floor, third floor. And then it’s this huge basketball arena.” So it’s like, there’s people who can go all around the whole thing. So they’re like, “How are you going to do this?” I’m like, “I don’t know, let us brainstorm this.”

So we spent the next couple of weeks trying to brainstorm out this process. Obviously I wanted to go in prepared but the biggest problem was I can’t just be like, “Run to the back of the room and sign up.” Because I’m like, “Run to the back of the room unless you’re on the second or third floor or fourth floor.” Then you gotta run up the stairs and run halfway around the hallway to the other…. Ugh, I was so stressed out. I’m like, how are we going to make this work?

So as I was planning this I was talking to a lot of people and one really good idea I got from Brendon Burchard, some of you guys know Brendon. He told me he spoke at a big event like that one time and what he did, he said that afterwards people always want to get pictures with you, which is true. I was stuck in the casinos and the elevators and everywhere, people trying to get pictures with me.

But he said that what he did was put up a picture booth right next to the sales table and said, “Anyone who signs up today can get a picture with me so you can have it.” He said what happened is a bunch of people ran over to buy and get in line, and what happened is it took an hour or so to get these pictures. So everyone’s seeing this big line of people, so more people will be coming over and coming over, so you just have the ability to keep closing from social proof for like an hour or so afterwards. So I was like, that’s a really cool idea.

So I decided to take that idea and a bunch of other ones and this is kind of how we choreographed it. The first thing you should know from stage selling, one of the biggest things you don’t want people to do, it’s like when you’re about to make your offer is to hand out order forms. People always do this and it drives me crazy. They get to their pitch and they’re like, “Alright everyone hand out the order forms.” And everyone starts handing out the order forms and all the sudden everyone starts looking at each other, getting the order forms, they’re handing it and they’re reading the thing, and they stop focusing on the speaker.

When I stopped handing out the order forms, my sales rate dramatically shot up. So I have a rule that’s never hand out order forms, ever. Make them go to the back of the room to get the order form, therefore it creates the table rush to the back. The problem we had this way, first off, if we wanted to hand out order forms we couldn’t, because there’s 9000 seats, so that’s impossible. Second thing is because there’s tables on different levels and things like that, I was just like, it would have been a nightmare.

Even, and I’ll get to this in a minute, it took about 3 hours to process and get people to fill out the order forms, because it was so many people. I was like, we need to figure out a way to get order forms in their hands but without them knowing there’s an order form, because if there’s an order form it’s going to kill the sales.

So I was like, how are we going to do this? And all the sudden we had this idea for the sneak attack. So let me show you what the sneak attack is, those who are watching this live. If you’re hearing it and you want to see it, go to marketingsecrets.com and you can actually see the video of this, of me explaining this right now. If you’re listening to the podcast though, just kind of walk through this with me.

So the first thing I did was like, “Okay, what if we gave them all packets?” This is the packet right here. I was like, “Inside this packet we’re going to have two things, number one is the order form, because this is what they need to have to fill out. And I’m going to have as little detail as possible on the order form, just enough that they know what they’re getting and have the ability to fill it out.” So this is the order form.

I’m like, “I want this on everyone’s chair, but I don’t want them to see an order form. And the second thing, most people aren’t going to have a pen. If I got 9000 people potentially buying and there’s no pen. I need to sneak attack a pen into everyone’s seat.” So the goal was to sneak attack this order form and this pen into everybody’s seat without them knowing there was an order form there. That’s why we put it in this really cool package that looks awesome. And then inside we put in a couple of things.

Number one, we put in these really cool “I build funnels” stickers. One that goes on your laptop, one that goes on your phone. So they get these, here’s a gift from Russell, reciprocity right. Here’s this really cool sticker. Then number two we gave them these cool pop sockets that go on the back of your phone that say “Funnel Hacker”. I was able to do a couple of things, one was to actually demo how to use these during my presentation. Number two, they put these on their phone, now they’re part of our community, they’re funnel hackers.

So these two gifts that were there, and then I had a note sheet for my presentation. So you get out the sheet here and you can open it up and take notes, what I’m talking about. So all these three things, the whole goal is to be so cool and exciting that people do not notice the fact that there’s a sneaky little order form and a pen inside the envelope. This is how we are Trojan horsing an order form into every single seat in the entire arena.

Then we had this envelope and the back was a big huge sticker that said, “Warning, do not open until Russell Brunson’s presentation begins.” And that was on the back of the sticker. So that was the plan and we started getting these all printed. 9000 of them printed and put together. But then the problem that happened, we found out that seats for the event, they don’t lay flat, they pop up when people aren’t sitting on them.

So our envelopes wouldn’t sit on the seats because they would pop up and they’d fall to the ground. So we’re like, crap now we gotta figure out a way to make sure that these packets actually stay on their desks. So then we went and ordered 9000 of these bags that say Clickfunnels on it, then we put the packet inside the bags and then hung the bags on the chair.

Then the next question was how do we get these 9000 of these out to everybody. So we had to figure out how to do it. So we ended up doing it the night before I spoke. After the event was over, I think we hired 10 or 15 temp workers, plus we had about 10 people from our team and they went out to every single chair and took the packet inside the envelope and hung it on a chair. It took them about 2 ½ to 3 hours to do that to the entire thing, to blanket the entire audience with the Trojan horse order forms, wrapped up with a whole bunch of cool gifts and things like that.

So that was the thing, then the way it was going to happen was that after somebody decided to buy, they were going to run to, if they were in VIP, there was a VIP room with a table. If they were in the bottom floor, there was two tables in the back of the bottom floor and if they were in anywhere in the bowl around they had to go to section 118. So some people would run up the stairs and it was right there. And some people had to run up the stairs and then run clear around the whole thing.

And then what they would do, they would order and take the order form right here and fill it out, take it someone on our team and then someone on our team would then hand them this packet right here, it says Funnel Builder Secrets, what they bought, then they could open this thing up and they had a couple of things inside of it, they pull it out. Number one, here’s a thing that shows them how to claim what they just purchased, so it shows them how to go online, what’s going to happen, how we’re going to text them their login and if they have any issues or support issues.

Number two is there’s a letter to their business partner or their spouse explaining what they just bought so that when they get home they’re not like, “Why did you spend this money.” And then number three was a golden ticket, that said you can come and get a picture with Russell.

So they were handed this packet back, they were supposed to rip this open, grab the golden ticket out and then run up to 118 to stand in line to get pictures with me, and on top of that there were some other cool bonuses that we gave them. The Funnel Hacker cookbook if they brought this to us, then we also gave them the Expert Secrets, Dotcom Secrets audiobook that they could plug in their ear and listen to on their ride home.

So those are the two things that we had created to get them to buy. So that was kind of the game plan. So we went out there, and the second thing is that I was going to do my presentation, but the problem is that everybody at it the year before had seen my presentation. We’d signed up I think 450 or almost 500 people the year before at $1997. And then over the last 12 months Grant has been promoting that presentation like crazy. So I think like half a million people have seen that presentation through him and his audience. We sold a lot of Clickfunnels because of it, thank you Grant. We love you.

But I was like, I can’t give the exact same presentation to the same audience who’s pretty much already seen this thing. But I needed to give the same framework of the presentation, because the framework is what sells Clickfunnels, which has been proven to sell Clickfunnels. And I couldn’t make the same offer because we were charging more, we were charging $3000 and then number two, not only were we charging $3000, but obviously I needed to create a better offer because I wanted everyone who bought last year to buy again, and a bunch of other things.

So that was some of the groundwork. So why did we raise the price to $3000? A bunch of different reasons. Number one my goal was, when we first started this, my goal was to make $3 million dollars in an hour and a half and this is the reason why. When you do an event like this, 50% of what you sell goes to the person hosting the event, you keep the other 50%.

So my goal was to try to make, I wanted to net a million dollars an hour. That way if somebody ever asked me how much I charge an hour I could be like, “Well, it’s a million dollars an hour.” So that was kind of my selfish reason why I wanted, that was my goal. I was like, okay 9000 people, if we can close one out of 9, at $3000 a piece, that’d be $3 million dollars, which means I netted a million dollars an hour for an hour and a half, which would be really, really cool.

So that was the goal going into it. So because of that, I took my framework, my presentation and I re-tweaked it, re-changed it, but the structure was still the same. I customized it very specific to their audience because I know who their audience is and I know what they’re looking for, the types of businesses they have, what their major concerns were. So we crafted the presentation to speak directly to them, and then we made the offer better.

We added a bunch more cool things. We added Funnel Scripts for a year, we added Traffic Secrets and a bunch of other cool things. So the presentation was similar to ones I’d done in the past, but it definitely upgraded for this event.

So I got on stage, excuse me, it was crazy. So we got there, I was supposed to speak, Grant was supposed to speak the second day and I was supposed to speak right after him. But we got there and Grant’s voice was gone and they’re like, “Grant can’t speak, so you’re up right now.” I’m like, ahh I’m not ready for this. We had to kind of scramble, get everything together and they introduced me. I came onstage and did my presentation and at the end of the presentation I sold and from that we had over 3 million dollars collected from the presentation and we’re still, I think we have another half million or so in declines that we’re going through right now.

When all is said and done it’s going to be somewhere between 3 ½ to 4 million dollars. But for simplicity sake, we made at lease, more than 3 million dollars in 90 minutes, which means I netted more than a million dollars an hour for an hour and a half of my time, which was amazing. And it was cool.

So that’s kind of behind the scenes. Some of the tricks and things that we did to make sure that that actually worked. I hope I..I’m sure I missed some things. Oh yeah, so after I did my whole presentation, we closed. It was crazy, they took me, they had security guards and the security guards took me back and people were running to all the different places, right. I see people running to the VIP table, I saw people running to the back tables, running up the stairs.

And it was weird because typically when I get a table rush, usually it’s in a smaller room and you hear the hustle and the bustle and it’s really, really loud. And a lot of times, in fact, I’ll do a table rush and it’ll get so loud in the room during the table rush, I can’t even finish my presentation. Whereas with this one, because the stadium was so big, I heard a lot of rustling, but it didn’t get loud.

So it was kind of this weird thing, I have no idea if people are actually buying, I was kind of nervous. So I ended, later when I went off stage and security guards took me to the bathroom, got me a drink and then took me back up to where the picture booth was at. When I got to the picture booth I walked through the door and I look out there and see this section that had all these stantions, I think that’s what it’s called, when people weave back and forth, and about 5 or 6 levels deep are all these people as far both directions as I can see.

And people told me later that the line literally wrapped around the entire arena. I stood there and people come in, I shook their hands, take a picture, next person, next person, next person. And it took like 3 ½ or 4 hours worth for pictures with 1000 or 1200 people, whatever it was. Picture after picture after picture.

I remember my face being really sore when I got married on my wedding night, this was like that but way worse. Way longer, just the perma smile, it was crazy. It was awesome. And then we went back to the hotel that night, went up to the room and we had 8 or 9 people sitting there trying to process all the transactions as fast as they could, which was really cool as well. Just seeing these huge stacks of order forms and seeing our whole team going though processing orders.

And then what happened, by the time it’s done we processed I think we had in the bank like 2.4 million, but there was 800+ thousand dollars in failed credit card payments. So the next morning we sent an email and also texted everybody’s who’s credit card failed, told them to come back to the table. So by the time I woke up in the morning, I came down, the booth, the 10x booth was there and there was a line of people and they had 4 or 5 people deep, wrapping through stantions like a big line of probably 50 or 60 people in line getting their credit cards updated.

And then we texted Grant and his team and said “hey, this was awesome. I think I could push people over the edge. This is a group full of sales people, they probably want to learn how to sell. What if I did a special one day event where I showed them how to sell the way that I just sold? And if you can give me ten minutes, I think I could close another, who knows worth of people.”

So they agreed to let me get back on stage the next day for about ten minutes. I come up there and basically tell everyone, “We did 3 million dollars in sales, if you guys want to see what we did, everyone who already signed up, congratulations you get this for free. I’m doing a one day workshop where I’m going to walk you guys through how we do our presentation. And then for those who didn’t, now is the time. I’m pushing you over the edge. Stand up right now, go get signed up and you’ll get this bonus as well.” And apparently we got another 250-300 thousand dollars in sales came from that. From the double close. We’re nicknaming it the double close. So it was the second close on the second day and it was really, really cool.

I’m trying to think of anything I wanted to share with you guys. So we did that, we did the double close and it was amazing. Such a fun experience.

Alright with that said, there was twelve questions that Julie Stoian pulled off of Facebook that people were asking like crazy, I’ve probably already answered some of these, but I’m going to go through it anyway. And then she’s probably going to turn this into a really cool blog post, if you want to see a detailed breakdown of this with images and screen shots of all the cool stuff we talked about, it’ll also be posted on the Marketing Secrets blog over at marketingsecrets.com.

Alright so here we go. The title of these questions are the 10 questions everyone keeps asking about selling $3 million in 90 minutes. But it’s actually 12 questions, but there we go.

Question number 1: “How long did it take you to create your presentation?” A great question. The framework that I used was the framework from my Funnel Hacks presentation, those who have been following me for the last three years. I did start a brand new slide deck over. Slide number one, I went through and created all new slides, but I was taking a lot of sections from my other presentations and kind of bleeding them in. I started that Monday. I worked on it all day Monday and all day Tuesday. Let’s see, is that right? Monday, Tuesday and then Wednesday I flew to go see Dean Graziosi. So Wednesday I was with him all day and then we flew from Boise to Arizona, spent all day there, from there we flew back to our hotel in Vegas. So that night I spent some time and then Thursday I spent probably half a day.

So probably total said and done, probably 3 full days on the presentation. If I were doing it from scratch, it would take a lot longer than that, obviously. It probably take me about a week and a half to two weeks. But there’s three days kind of re-working it and kind of re-figuring the whole thing out and getting it all to work.

Number 2: “How did you come up with such a great offer?” A couple of things, first off, I’ve had my Funnel Hacks offer for a while. So I kind of know what that is and I was just trying to make it better. So what are the things we can add to make this offer even better than it already is, if that’s possible? So that’s kind of where we started at.

It looks like my battery or camera I’m using for this presentation is overheating. So I’m going to pause this real quick, let the battery cool down, and I’ll be back to answer question 2 through 12 here in a few seconds.

Alright I’m back, hopefully the camera won’t overheat again, but during the break James thought it would be a good idea if I showed you guys a stack of the order forms. So those who are watching the video, if you’re listening to the podcast go to marketingsecrets.com to check out this video.

So here is a stack of all of the order forms that were successfully processed so far. Each one of these counts as a $3000 dollar bill. Yeah, that’s a lot of 3000 dollar bills. So yes, this works. As I’m starting this somebody, it wasn’t one of the questions here, but I saw it as I was scrolling through Facebook before I clicked record. Someone’s asking where I made up my presentation from.

You guys this is the perfect webinar script. If you haven’t read the Expert Secrets book yet, literally I just use the script that’s in the Expert Secrets book. I have a problem with secrets. I just tell everybody my secrets. So the presentation is literally word for word from the Expert Secrets book. Same one that I’ve been using and trying to get all you guys to use as well. So there you go.

Alright, back to the questions. Question number 2: “How did you come up with such a great offer?” So again, I just took our offer we’ve been using in the past and we tried to 10x it. The event name was 10x and I kept saying, Grant told me to 10x the event, how can we make this better? So instead of giving them copywriting training I gave them Funnel Scripts. Instead of giving them a traffic workshop, I gave them Traffic Secrets.

I did a call, I did a webinar blueprint with Jason Fladlien last week before the event and one of the things he talked about is when he tries to include bonuses he’s like, “First off, I try to get proof that the bonus is actually worth a lot.” So one of the bonuses I gave people access to Traffic Secrets, which is John Reese’s course on how to get traffic, we bought the company from him, licensed all the content from him. So instead of me saying, “Hey you get access to traffic secrets.” I literally showed, “Here’s all the wire transfers and all the money I sent John Reese to buy Traffic Secrets. So to give you this bonus, it cost me almost a million dollars to be able to give you this bonus.”

And people were just going crazy like, “Dude, you spent a million dollars and I gotta give you $3000 for that.” so it makes it really big. So example, if you’re trying to create a bonus, one thing Jason says is really smart, “I go and hire someone who is awesome at this thing and I don’t just, usually I can get it for free, but instead I go and pay them, wire them $10,000  or something, so I can show people that I literally spent $10,000 for this interview and you guys get it for free as part of this course.” So it just gives you a proof element.

Anyway, that was kind of a cool thing. So that’s kind of how we made the offer so great. Its software and if you look at also the way I structure my offers it’s like, “When you invest in the Funnel Hacks training today, I’m giving you all this other stuff for free.” Clickfunnels became free, Traffic Secrets is free, Funnel Scripts is free. All the other things are all free, free, free. The only thing they’re paying for is the actual training. So that’s kind of a cool way to structure it.

And then again, I had the bonuses. We had the Funnel Hacker Cookbook, and the audio book they got to leave with, which people love leaving events with stuff that they can show they actually invested in something. So they got the book, they got the MP3 player and then what else, what else? Oh the picture. Something they could only get right there. you get a picture with me so you can take that home and that way you got a picture you can use. I told people to put it on their wall as a reminder of the commitment they made, they’re going to 10x their business in the next 12 months. Those are some of the things from the offer.

“What are the things you do right before the presentation to stay focused?” So for me, I still get nervous, even at the smaller events. Usually I’m nervous about an hour or two before I get on stage, and this one, I was nervous for 2 ½ days before I got on stage. I had this nervous energy, which wears you out.

So part of it, I have to keep my energy up. So eating really healthy, making sure I try to get sleep at night, trying to just keep energy up. In the morning when I’m getting ready I was listening to music trying to get myself in state. And a lot of it for me is getting down there. I had to go the night before and actually stand on the stage. For some reason that calms my nerves when I see this is what it’s going to look like, and what the audience is going to look like, that was a big part for me.

Then when I got down there, it was just like, I pray a lot during these nervous times. I’m praying a lot that I’m going to be able to serve at the highest level, that I’m going to be able to say things that are going to inspire people and motivate people to actually change their life. Yes, a lot of praying. Then when it gets real close, I jump around and try to get my energy out, try to get prepared and ready. And then they start calling your name, and next thing you know you step out there and as soon as, for me, as soon as I got on the stage, I see everybody and all the nerves kind of crash, boom into state, and you just go. Hope that helps.

Number 4: “What is the hardest thing about logistics of processing that many sales so quickly?” So I kind of talked about that, the fact that nobody had pens, there’s no where to send people to order forms. So kind of what we did with those packets and the sneak attack, the Trojan horse order forms and pens, that was the biggest part to get it to work. Then I had enough people to take orders. We literally had people there, over an hour long line, just to be able to take people’s money, which I felt bad for the next 3 or 4 speakers because literally people were out in hallway either buying or watching this whole circus that was happening out there in this huge line. So it was pretty cool.

Number5: “How did you prepare your team and or company for this event?” It was a big, a lot of preparation. Ahead of time we had a pre-meeting explaining the process. When we got there we showed everyone, “Here’s the tables that are happening, here’s what you gotta be doing. When you get this you gotta return this.” And for the most part it worked really good. We had some temp workers there who didn’t pay attention very well, they kind of messed some things up, but for the most part it ran really flawlessly, which is good.

Number 6: “How has it been since the event?” It’s been crazy. I was in Vegas for a day and a half afterwards just processing orders and getting stuff done. It was tough, I remember in the morning I needed to get some water. There was a little shop where we could buy stuff, right next to the elevators.

So I jumped in the elevators, came down, went to buy some waters and I got stuck out there for 25 minutes taking pictures with people. I’m in my jammies, my hair’s all messed up, I’m tired. I’m like, “I’m just trying to get some water for my wife and I.”Someone came up to me and they’re like, “You buy your own water. You’re the only multi-millionaire I know who buys their own water.” I thought that was kind of funny. That was kind of crazy.

And then we needed to get B-roll though. So part of me, we made $3 million dollars in the presentation. I’m going to make a lot more than $3 in me telling the story of this presentation and you’ll see some stuff coming out over the next few months of how we’re going to keep this momentum going. But part of it is telling the story. I had three of my video guys there capturing stuff. And one of them, Dan Usher, he’s making a promo video of the bonus I gave people at the Funnel Hacking Live event. So you guys will see that here in the near future.

But one of the things that he wanted, he’s like, “I want an aerial shot of the event because you can’t fly a quad copter around Mandalay Bay.” So he went and rented a helicopter, one of the helicopters that there’s no doors on it. And then we got to go in the helicopter and they harnessed us to the helicopter, and then we flew at night past Mandalay Bay. I got to hang out of the helicopter looking back as he’s filming me, for a 3 second B-roll shot that we’re going to use in the promotional video. So we did a lot of fun stuff like that.

We got to take my wife shopping to go get some clothes, and myself shopping as well to go get clothes for Funnel Hacking Live. Stuff like that, which was kind of cool. After that we went to Michael Jackson show, which was really cool as well. It was a good time, we had a good time. It was hard to walk through the halls afterward. It was just getting bombarded by everyone wanting to take pictures. It’s tough because I want to give everyone a chance. It’s like, if you bought, you got your picture, that was your shot. Anyway, it was just, I feel bad telling people no and I had to tell a lot of people no. It was tough.

But other than that it’s been crazy. It’s fun watching on Facebook because everyone’s talking about it. Apparently traffic conversion events happening right now and I’m not there, but a bunch of my team is there, and they said that it’s the talk of the whole event. Everyone’s talking about it, which I’ve been getting texts and voxers and Facebook messages from people all over the place that are messaging about it. So it’s kind of fun that it was that big of a deal that people know about it.

Alright number 7: “What’s one piece of advice you give someone about to sell from stage or from a webinar?” Study this book, I spent a year of my life writing this book so you’d know exactly what to say, how to say it, where to say it. And then go watch all my webinars. Even if you’re not going to buy my stuff, watch and learn the process, learn the energy level, all those things you need to be able to produce a webinar and to do it. Model it, model, model, model.

You know one of my friends who’s now got a career writing webinars for people. He told me, “I’ve watched your funnel hacks webinar at least 100 times.” People are doing webinars and I’m like, “Did you watch mine?” and they’re like, “Nah, I haven’t seen it yet.” Are you kidding me? Do your homework. Anyway, there you go.

See how I pitch, why I pitch, see my tonality, my voice patterns, how I do the stack and the close and how I create urgency and scarcity and how I’m answering questions, all those things are keys to it. So you can read it in the book and then go watch it to understand it.

Number 8: “Why did you have people do manual orders instead of digital?” Okay, again, everyone else who sold at the event had people pull out their phones and click on the app to buy the product. A couple of things, number one, when we were in the venue, the app had no internet access. People that were doing that, the sales actually didn’t go through. So a lot of their speakers were like, “Okay when you leave the event, go and find it.”

Number two is half of selling is like the social pressure and the psychology behind social proof that this is actually real. So it’s like, people pull out their phone and buying, nobody knows who else is buying. When people are all running up and they’re running somewhere, they see a line that wraps around the arena, they see all this energy and excitement and momentum. “I don’t know what exactly that is, but everyone else gets it, so it must be something I need to be a part of as well.”  So it causes a social situation you can use as well. So that’s why we did the old school way.

Number 9: “What was the incentive for them to wait in that long of a line during the table rush?” It was to be able to come get a picture with me, which may seem like a dumb little thing but it’s important to people. I just know that every time I walked through the hallway before and after I was getting mugged by people who wanted their picture with me, which is funny for my wife. She’s like, “Why do people want their picture with you?” I’m like, “I have no idea.” It doesn’t make sense to me either.

But that was a big thing, people want that and it gives them something tangible. So that was a big part of it. Plus when they sat in line they got the physical Funnel Hacker Cookbook and the MP3 player, so it just gives them something tangible as well. And to get people to meet you. Someone buys from and invests from you, they want to meet you and they want to shake your hand, and to have a picture with you means the world to them.

Number 10: “Do you feel different now that you’ve broken another huge record?” Honestly no, I feel exactly the same. My goal now is to not let my head get too big. But definitely to leverage it, to grow Clickfunnels even further. So like I said earlier, $3 million dollars in 90 minutes is cool, but the $30 million we’ll generate in the next 12 months because of this, because of the story is more important. And that’s what’s going to happen next. That’s what most people give up. Most people do the first thing and then they stop, leave the first thing. You will watch over the next 4 months how I leverage this. You will definitely see it.

Number 11: “Is Grant Cardone getting kickbacks since it was his event?” Yes, you split the proceeds of your sales 50/50 with the event promoter, they’re the ones who did all the hard work to get the people in the room so they get half of the profits and it’s totally, totally, totally worth it.

Number 12: “Is there anything you’d do differently?” Maybe, but I don’t know yet. You know, I think overall we executed it pretty well. We thought a lot through it and it worked really, really well. I think my double close, my second presentation, I probably would have choreographed that one a little better, maybe get some slides and some things. I just kind of went up and there just kind of talked. So I probably would have choreographed that a little bit differently. But for the most part, really, really happy with how it all went.

So there you go guys, that was what happened at 10x event. That’s how I made $3 million dollars in 90 minutes. It was tons of fun. Look out in the near future as I tell this story more and I’m kind of walking you guys through the details. We will have an offer coming out that’s going to share all the information from behind the scenes, going through slide by slide, minute by minute of my presentation. That will all be coming soon. Make sure you keep listening to the podcast to find out when that’s coming out.

With that said, thank you guys so much. If you want to see the video of this or read the transcripts, go to marketingsecrets.com, you can read it all there. Appreciate you guys, and we’ll talk to you guys all again soon. Bye everybody.

Feb 20, 2018

A quick glimpse behind the scene of what’s happening here on our biggest, most crazy, funnel to date.

On today’s episode Russell talks about the new Project Mother Funnel that should be rolling out in the next 30-60 days. Here are some of the awesome things you will learn about it in this episode:

  • What Project Mother Funnel is and what it’s designed to do.
  • How it will help decrease churn rate by weeding out the customers Russell doesn’t want.
  • And how it will help new customers stick.

So listen here to find out what you can expect when Project Mother Funnel is finally live.

---Transcript---

Hey everyone this is Russell Brunson, welcome to Marketing Secrets podcast. Excited to have you guys here today. If you have not yet rated and commented and subscribed to iTunes, please do that right away because I’m about to share with you some amazing stuff.

Alright everybody, so I wanted to talk to you today about an internal project we have called project Mother Funnel. I’m really excited about it, and I think I’ve told you guys a couple little secrets about it, but today Brandon Poulin from Lady Boss Weight Loss asked me, “What is Mother Funnel? Tell me about it, I want to know.” So I started telling him and I was geeking out and I’m like, alright I’m going to do a podcast on this today because there’s some cool strategy behind it and what we’re doing.

Now I want to preface this, this strategy may not be perfect for all of you guys, or at least not all of you yet, but long term it’s something that’s really, really cool. So we, as you know, launched Clickfunnels and some of you guys heard my story before. It took us five funnels before, excuse me 6, 6 funnels before it finally took off. And then when it took off it was awesome and it’s grown and it’s been nuts. It’s been literally Christmas every day since then.

Well, I’m not going to lie, there was a couple of Halloween’s in there. But for the most part, Christmas every single day. But it’s been awesome and what’s interesting though is when we first launched Clickfunnels, our goal was like conversion, conversion. How do we get as many people in as possible? And that was always the thing. That’s why we had the free trial, we had high converting landing pages, and all that kind of stuff. And it’s been really, really good. I’m not talking down against any of that.

But it’s interesting as we’ve grown, I remember when we were first launching Clickfunnels Todd told us, based on how many people were adding each day, he said, “As soon as we get to the point of about 60,000 subscribers, we won’t be able to grow anymore based on our churn numbers…” I don’t know the churn numbers, but let’s say 10% of people churn each month, at 60,000 members, that’s 6,000 people every month who are churning. And if you’re adding 6,000 each month and we keep churning….whatever, whatever the numbers were, at about 60,000 members, that’s where we stop growing. It just flat lines.

And that didn’t make any logical sense to me, until we got to 55,000 customers and then it started getting slower, and then 56 took way longer, and 57 took way longer. We’ve been sitting at 57 for the last couple of weeks and we’re getting close to 58, but everything is slowing down to a screeching halt. I’m like, “Todd, Nostradamus Todd was right again. How does he know everything all the time?” It drives me crazy. Don’t tell him I told you that.

But he seems to always be right and he was right again. So on our side I’m like, okay what do we have to do. So obviously, we’re doing a lot of things. We’re fixing, cleaning up onboarding, cleaning up the user experience, UI, some cool UI stuff coming out you guys, in the next couple of months, which is so exciting. But on my side because I don’t have any skills to do anything other than sales funnels, I’m like, “How do we do the sales funnel and change it out?”

So what’s interesting is we had this thought of like, the problem is that we have conversions so high that everybody can come in and sign up, which is good news. We’re growing but now we’re at a spot where it actually hurts us because there’s so many people coming and all that kind of stuff, so how do we flip this around?

About the same time we did some testing, we were looking at all of our different front end offers, different books, things like that. I did a podcast on this, I believe. But there’s a huge difference in what product somebody purchased immediately before they joined Clickfunnels, and their stick rate, their churn rate, there’s a direct correlation. So if they buy this product first, they’re going to stay way longer, versus this product when they left.

So I was like, holy cow, this whole pre-framing pre-suasion thing that we keep talking about, is actually true. It’s a legitimate thing. The pre-frame somebody enters your world in will have 100% to do with how long they stick, what they do, how they buy, how they ascend, everything. So I’m like, dang. We need to focus more on architecting the pre-frame. So that’s where project Mother Funnel came about, and it’s something that, it’s not new. It was called Project Super Funnel last year and we just didn’t have the team and people in place to do it.

And after we started building out this agency, finally got to the point where we have the team now. We’ve got the copywriters, the designers, the programmers, the developers, all the people we actually need to make Project Mother Funnel become live. In fact, one of them, I can’t remember who it was, was the one that coined it, “This is like a mother funnel!” I’m like, “That’s the new name.” So it’s literally called Project Mother Funnel on our Trello board.

Anyway, so this is kind of the gist of how it works. The goal is two things, number one is to actually decrease conversions to weed out the people that are most likely going to churn anyway. And then to, after we weed out those people, then to significantly affect the pre-frame somebody goes through before they sign up for the trial. There’s the concept right, so how do we do that?

So when somebody comes, you’ll see this live in probably the next 30-60 days. No, 60, the live event’s in like 28 days, hopefully it’ll get done sooner than that. Maybe we’ll go live after the event. Anyway, you come off the landing page, and on the landing page there’ll be a video and then it basically asks you which one of these markets you’re in. We’ve kind of broken Clickfunnels down into ten segments now, so someone will self select. “Oh, I’m an agency.” Or “Oh I’m in this.” Or “I’m in this.” They’ll select the type of business that they’re in.

And then after that, then we’ll redirect them, get them to opt in, take them to a sales page that’s specifically written for that market. This is the pre-frame, we’re trying to adjust and affect the pre-frame. So they’ll go through and see this pre-frame of this page, that will show them how Clickfunnels works for them. The number one cancellation reason we have outside of “It’s too expensive.” Is, which by the way is not a valid excuse, so I don’t believe it. But the number one valid excuse people have for why they cancel is because they can’t figure out how it actually works for their business or their industry, or whatever.

So this page will identify which one of these ten markets you’re in and then it specifically sells you on that. It’s like, “Oh cool, you’re in retail, let me show you how funnels work for retail.” And it sells them specifically on where they are. So it should be a frame that’s going to increase their stick rate because they’ve come through this frame, it helps them understand how Clickfunnels actually works for their business, and then they sign up for the trial.

So we lengthened the process, decreased initial conversion, pushed out a lot of those who would just churn out anyway, and those who aren’t going to churn out, and I don’t know who they are, we increased the likelihood to stick because of the pre-frame we took them through. And then after they either sign up for the trial or they don’t, then they get three emails afterwards, each email has a case study of somebody in their industry showing how it worked for them specifically and then pushes them back to their specific sales letter, so there’s three of those in a row. And then there’s other testimonials and stuff like that, but there’s a whole follow up sequence now that is specific to their market and their situation as well.

So that is kind of what Project Mother Funnel is and it’s exciting and I’m pumped for it. Anyway, you guys will see the fruits of it here in a little bit, but that’s the concept behind it. I hope that me explaining that helps some of the wheels in your heads to spin. Again, I don’t necessarily say, “Let’s decrease conversions on our page and make it harder.” But sometimes there’s a point of like segmenting the audience, weeding out the people you don’t want, and then increasing the pre-frame to make that person stick longer, and I think it’s amazing.

So there you go. It could completely flop though, for all I know. We’ll find out here soon. Anyway, it’s awesome. I hope you guys loved it. If you, again, if you aren’t listening or following, if you’re on iTunes, please go subscribe, comment, let other people know about the podcast. If you are YouTube watchers, please click on the like, subscribe, follow our channel, we got a whole bunch of cool stuff coming, and new videos that you guys are going to love.

Appreciate you all, thanks so much for paying attention and listening in, and we’ll talk to you guys again soon. Bye.

Feb 15, 2018

The quickest way to get your team to help you win.

On this episode Russell talks about how to get over the initial pain when you start something new and create desire. Here are some of the awesome things to listen for on today’s episode:

  • Find out why starting a new business is similar to starting a new sport, because it doesn’t get fun until you have a win.
  • Hear the fun story of Russell’s first win in wrestling, and how that is what made him decide that he was a wrestler.
  • And find out why you need to start will small wins in order to work your way up to the big ones.

So listen here to find out why you need to be able to have a win, in order to create desire, in whatever it is you are doing.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. On today’s episode I’m going to talk to you guys about how to get yourself and others past the initial pain, so you can get to desire, fast.

Okay so today I want to talk to you guys about something that I was actually having a conversation with John here in my office a few minutes ago, and it came up. He was talking about, and John is the guy on our team that runs all our traffic, he’s amazing, and he was a ballroom dancer growing up, in high school and then college, and right now his kids just started learning how to dance and we were talking about that a little bit.

And he said, “It’s probably kind of like you, you’re teaching your kids how to wrestle right now, and how excited you get watching them.” And then we started talking about just how hard it is at first though. When my kids and also me, first started wrestling, at the very first it’s not fun, because you’re bad and you go out there and get beat up by a lot of other kids. In wrestling it’s not nice, they beat on you and it’s really bad. And John was talking about in dance, it’s the same thing. You go out there and you’re really bad at first.

So looking at ourselves as coaches, if you listen to my recent podcast, as you grow in your company you go from being an entrepreneur to being a coach of coaching your team. That’s how your progression grows as you try to scale companies. So I’ve been looking a lot at how do I coach? How do I my team better, and how do I coach my kids in wrestling?

It’s interesting because when somebody first starts a process, it’s not fun. In fact, it usually sucks at first. And it doesn’t matter if it’s wrestling or dance or if it’s Facebook ads, or building a funnel. Whatever, there’s this part at the beginning that sucks, where you have to get through the initial pain. You have to get through the pain of learning and trial and error and the frustration. And it’s tough. So how do I get people past that initial pain to the point where you actually have success and you like it and you desire it?

I was thinking back on my wrestling, and I think I might’ve told this story before, but when I was wrestling growing up, I started in 8th grade. Actually, I started when I was really young, and I guess I hated it. So I did a year when I was 5 and then my parents said I quit because I hated it. So I started again in 8th grade and I was like, it’s kind of fun but I didn’t really like it. I was just kind of there because my dad was making me and I was getting beat up a lot and I was like, this just kind of sucks.

Then I started learning and then 9th grade started and I still kind of like, I was going to practice and my dad would come after practice and try to train me so I wouldn’t get beat up as bad. I wasn’t good but I was kind of figuring it out a little bit. I still remember I had my first wrestle off and I wrestled this kid who’d been wrestling for 2 or 3 years and I beat him, which meant I was going to be JV. I was so scared because that meant I was going to be in a match, it was going to be in the middle of the gym and everything.

So that week the tournament, or the wrestling match happened. I still remember wrestling Brighton High School, and I go to weigh ins, and in weigh ins I go and step on the scale and then the guy steps on the scale after me and he’s this guy and he has a mustache. To this day I still can’t grow a mustache. And he’s on there in a mustache and I’m like, what in the world?

I remember going out and going up to the gym and they had the wrestling mats out and getting warmed up, and the only people in the stands were my mom and dad and like 3 other parents and that was it. Everyone’s going out, everyone in the first match is going out, and the second, and I’m getting so nervous. Finally it’s my turn and I go out there and I’m in my singlet, super nervous and awkward and there’s this guy across from me who’s got a mustache.

I was like, this guy, this is real, this is a big dude. So I shake his hand we started wrestling and at the end of the match I won. I remember getting my hand raised and looking up into the audience and seeing my mom and dad, seeing my dad jumping around. From that moment forward I was a wrestler. That’s when I got the desire I needed.

When you have desire it becomes easier. When you have desire, you’ll do anything. I wouldn’t eat for four or five days out of the week to cut weight, to make weight, because I loved it so much. When desire happens it becomes easy.

So a lot of you guys, it’s the same thing. In business you kind of want to do it and there’s kind of that phase in there where you’re like, “Do I do it, do I not do it?” And a lot of people get stuck in that before they ever get the desire. When you get the desire it all becomes easy, because now you’re obsessed with it, you’re going to read and study and do it whether you’re successful or not. You don’t even care, you’re just going to go, go, go because you got that desire.

So for me, it’s like as a coach of you guys and also a coach of my team, and now my kids, it’s like how do you create that initial desire fast? You have to get past that initial pain and learning curve so you can get to the desire as quick as you can.

So that’s my question for you, for yourself, for your team, for everyone. How do I get past the pain and get to the desire? Because when the desire hits, it’s fun. I always tell people I’d rather have kids with desire than kids with talent. Because talent doesn’t mean you’re going to be successful, desire does. In fact, I never thought I was a very good athlete growing up, but I had insane desire. Same thing in business, I don’t think I was the most charismatic, I was nervous, I talked too fast, still kind of do a little bit. But I had desire and I loved it and became obsessed with it. So that’s the key, getting past the pain until you have desire.

So for yourself initially, look at yourself. Are you in this pain point? If so, it’s like how do I create desire? How do I make it so I’m obsessed with this thing, where it’s fun and I love it and I can’t stop thinking about it? That’s what you gotta get to because that’s when it becomes easy. It’s not work anymore, it’s just fun.

With my kids I’ve been thinking about that. How do I get them to have desire? Wrestling, the best way to get desire is to get a win. Right now, and especially when my kids first started, they wanted to quit every single day. They’d come up to me literally on the water breaks, “Hey dad, can we quit now?” I’m like, “Dude, we’re in the middle of practice.” They’re like, “Well, can we quit now?” “ No, you cannot quit.” And then they go to matches and just get beat on. And it’s like, I have to get them good enough that they can win, because when you win, then you’ll get desire.

So I think for you guys, it’s like how do I create that initial win in your business, in your life, in whatever it might be? Because you get that first win, you taste it. I got my hand raised and I’m looking at this guy with a mustache and I beat him, boom, that’s when I had the desire. That’s when I became a wrestler. That’s when, for you, when you became an entrepreneur. That’s when you became whatever it is for you.

So how do you get those quick wins fast, so you can create desire? How do you get past that initial pain? A lot of entrepreneurs come to me initially, come to me like, “I have this idea a for a project, Russell.” And they give me these projects that are insanely big. I’m like, “That sounds amazing. If you had ten million dollars in funding you should run after that. But you don’t. So let’s pick a smaller thing. Let’s get a win. Let’s practice.” My first win was a little product called Zipbrander. And then how to make potato gun. And then a form fortune. These little stupid things that were little wins, but then that little win creates the desire, and then that desire is what drives you to the big wins.

So think about that for yourself. How do you create those little wins? How do you get past the initial pain so you can have a win and get desire? When you’re training new people on your team, how do you give them the initial win so they have desire? So I’m putting it out there as a thought. I don’t know the answer, it’s different every situation. But just know that’s your goal, to get past the initial pain of a new thing, so they can create desire, then from there, they’ll go on their own, and it’ll run and be easy.

So I hope that helps you guys, appreciate you all. Have an amazing day, and if you are on iTunes right now, please go like an comment. We just opened up a new channel, which is where you guys are on right now. So if you go comment on the new channel, that’d be awesome. If you are on the old channel still getting these, you are not able to leave a comment. But if you go to iTunes and search for Marketing Secrets, you can subscribe to the new channel and you can leave a comment, which would be awesome. And if you are here on YouTube watching this, please subscribe to our channel, like it, leave a comment and I’d really appreciate that. That’d be awesome.

Thanks again you guys and we’ll talk to you soon. Bye.

Feb 14, 2018

A private vox from inner circle member Bryan Bowman that I thought would benefit you.

On this episode Russell plays a voxer message he received from Bryan Bowman about burnout. Here are some of the cool things you will here in today's episode:

  • How whiteboarding helped Bryan re-light a fire within him.
  • And what two questions should every entrepreneur be asking themselves to avoid burnout.
So listen here to find out what Bryan Bowman has to say about burn out, and he how got fired up again.

---Transcript---

Hey everyone, this is Russell Brunson. I want to welcome you to the Marketing Secrets podcast. Today I want to share with you guys a very special voxer message I received from one of my inner circle members, that had a big impact on me and I think will have a big impact on you.

Hey everyone, a lot of you know in my inner circle program, I do a lot of cool things. In fact, we had a podcast episode earlier this week showing the behind the scenes of one of our Decade in a Day calls with Dana Derricks. One of the big benefits is that people have the ability to vox me. And vox is kind of like a walkie-talkie app, and we voxer back and forth. And one of the guys in our inner circle, his name is Bryan Bowman and he’s one of the coolest guys I know, someone I have so much respect for. He’s one of our speakers at Funnel Hacking Live, and just an amazing, amazing human being.

He doesn’t vox me a lot of questions, but he messaged me last week and sent me this message that was about 4 or 5 minutes long, and it had a really profound impact on me and I thought that some of the insights from it were really, really powerful and I wanted to share them with you. A lot of things, one of them is like, how do you know if you’re feeling burn out? Is it burn out or something different? And what can you do to kind of get out of that burn out phase?

He also talked about two really powerful questions I think all of us should be asking ourselves often. And then he talked about, just some cool stuff. I don’t want to ruin it for you. You guys will hear here in a second. But I want you to pay attention because this was kind of a private thing that he wasn’t planning on sharing with the world, but I asked afterwards if I could get his permission to share it with you guys. And luckily for me and for you and for all of us, he said yes.

And I think there’s some really powerful insights in here that will help you as you’re trying to share your message and trying to change the world in your own little way. So I’m really excited to share this voxer message I got from Bryan Bowman. Hope you love it and we’ll talk to you guys soon.

Bryan: Hey, what’s going on man? I’ve been a little radio silent for a little bit. So I just wanted to make sure I touched base with you. I’ve been doing a lot of like introspection, it’s been really interesting. I felt this weird, I thought it was burn out, but I don’t think it was. I think it was more about, I just need to clean house a little bit, in my purpose and in my focus.

I thought it was burn out, it was kind of freaking me out, because my thought was like, Man, am I burning out? Am I just too stressed? What is it? It could well be, but it felt different. It was really interesting, so I just wanted to share it with you because it was pretty cool, man.

I started whiteboarding and just really, I find when I’m whiteboarding I try to really open up and just free flow, right. To kind of tap into that subconscious a little bit. I wrote on the board, because I’ve been, I had this like conflict and I just have not had the fire, man. It’s weird. And I just can’t operate in any other state. I cannot operate in a routine, roped, “do this, do that” kind of routine. I need to be like blazing on fire, or what’s the point? Probably like so many entrepreneurs, right?I just have not been able to get there, and dude, this was so cool and I really believe it was a message.

So I wrote down, I was writing all this stuff, and then I was like, “Oh that’s good. That’s good.” And I started writing and there were two questions. And the first one was, “Do I believe in the product I’m selling? Do I believe in the product?” Not even selling. But “do I believe in my product?” And “Am I the right person to deliver it?”

When I got that out, and I’ve never thought about this or anything. But when I got that out, those two questions, it was like, I almost felt like it was right in front of me. It was so crazy man. And then I just started going down that rabbit hole, and what that led me to was really getting clear on what it is that I’m trying to do for my tribe and am I really the right person to lead them.

Just to make sure, for me it was almost like a checks and balances thing. Staying authentic to what it is I believe I can lead them on. Not doing something else, just because it could open up some opportunity. And if there’s something I believe that a product needs, and I’m the right person to deliver it, then to make sure that I master that, or that I really go down that path, because I’m the one who’s sort of called to lead them at that. That’s my obligation.

So it was really interesting and I wanted to share it with you because I thought it was pretty cool. And it really reminded me, I really believe in like, there’s a balance in things. And I think most people believe that. But I really think there’s an actual, the whole universe is built on sort of math. Like mathematical equations and I believe God is probably an amazing, obviously he’s probably pretty good at math. But I believe it’s a very, the mind of God, I don’t know, it’s a very mathematical mind. Because I believe there’s this equation, an energy.

It’s so interesting, I was thinking about your book. I was at Whole Foods and I was eating and I was like, probably people overlook I think the most important part of your Expert Secrets book is. It’s the part where you say to go do the work for free first. And that’s the part I think everyone, they probably think you’re saying it, at least this is how I interpret it, they probably think you’re saying it because it’s like, go get case studies to get proved testimonials and then that will make your pitch more effective. And I think they miss the fact that no, it’s like you’re creating a depth in the equation. You’re creating a vacuum that needs to be filled. That’s a principle of the universe, empty spaces get filled. That’s why water will go through and fill a space. You’re creating a Imbalance in the equation that has to be balanced.

So it’s so critical, everyone wants to be an expert without creating the imbalance first. The imbalance is like, you put in the hard work, you gain the expertise or you create value and then that gives you the angle, it creates the imbalance in the equation that needs to be balanced, which is you going out and being a leader and all that.

So it’s really interesting man. It’s kind of like how tithing works too. I mean everyone has their reasons. If you believe in God and you believe that’s the word of God, you’re supposed to tithe, there you go. But I mean, I think I remember you talking about once, like Dan Kennedy’s like, “I don’t know, tithing works”. He wasn’t, as far as I know, he wasn’t really religious or spiritual or anything, but he’s like, “It just works.”

Well yeah, because it’s a principle, it’s just a law. It creates an imbalance in the equation that has to be balanced. Anyway, yeah dude, I’m just ranting. This is officially the longest voxer I’ve ever left you. Maybe I just miss voxering you. Hopefully you’re good man, it was great seeing you on the live. Yeah, I was thinking about you man. Alright, talk to you soon, dude.

Feb 13, 2018

Listen as “The Goat Farmer” drops some powerful Q & A during this episode of Marketing Secrets.

On this special episode Russell is interviewed by Dana Derricks for Decade in a Day. Here are some of the fun and informative questions you will get to hear the answers to:

  • What would be the one thing Russell would suggest anybody starting out in business should focus on?
  • What’s Russell’s biggest secret to building funnels?
  • What Russell wishes he would have done differently?
  • And what Russell’s team relieves him from?

So listen here for the answers to these questions and many more from Dana Derricks.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to Marketing Secrets podcast. I’m so excited to have you here. Today I’m going to share with you a behind the scenes interview with my man, Mr. Dana Derricks.

Hey everyone, welcome back to Marketing Secrets. If you have not yet subscribed, if you are on iTunes, please subscribe and leave us a comment. If you are watching this one YouTube, please click on our YouTube channel and subscribe so you keep getting amazing videos like this.

Right now, what I want to share with you guys is behind the scenes of an interview that happened earlier last week. Dana Derricks is in my inner circle program, he just started year number two and when someone joins my inner circle, or they re-up after a year, I let them be part of what we call Decade in a Day.

Decade in a Day is basically where I take a decade of my life experiences, my business experiences and jam it into a day for that person. Basically I do this about once a month with my inner circle members. And it was really funny because this time, Dana showed up and instead of just asking me a bunch of, or instead of doing a normal consult back and forth, he just came back and said, “Hey I have a whole list of questions I want for you.”

Some were really good questions, some were off the wall, there were all sorts of place, it was hilarious. But there was some really powerful, strong things that came out of the interview and I thought between the humor and the gold, I thought it would be awesome to share with you. So I asked Dana if he’d be willing to let me share this with you guys. And luckily for me and for you and for everybody, he said yes. So I want to take you guys behind the scenes of a Decade in a Day call with Dana Derricks.

Like I said, for those who don’t know Dana yet, you will appreciate and love his humor. He is a goat farmer, he’s speaking at Funnel Hacking Live, and some of these questions are amazing. With that said, we’re going to jump over to the interview and have some fun.

What’s up Dana?

Dana: Yo! What’s up?

Russell: How’s it going man?

Dana: Good, good. How are you guys doing?

Russell: Amazing. (Other people greeting and cheering.)

Dana: Oh this is going to be great.

Russell: This better be great.

Dana: Yeah, no pressure, right.

Russell: We were betting before we turned it live, we’re like, “Is he gonna have any goats in the office with him?”

Dana: Well, if it wasn’t so cold, I probably could have made that happen.

Russell: That’s amazing. So obviously, I know you really well. Do you want to tell everyone who you are, who doesn’t know, and then we can have some fun?

Dana: Yeah, we can do that. You’re in for a treat by the way. You’re going to like this, I’m glad I’m last. Whoever set that up, kudos to them. They deserve some treat, Mandy.

Oh man. Hold your breath.

Russell: Literal or no?

Dana: You’ll be fine. You ready?

Russell: I’m ready. Ready to rock and roll.

Dana: Are we live?

Russell: You’re live.

Dana: I thought you had to press a button or something. Hey what’s up everybody? I’m a goat farmer, I don’t know technology very well. We’ve been live for 5 minutes, I’ve blown 5 minutes of my time. If you don’t know me, my name is Dana, I’m a goat farmer that Russell let into the inner circle. Also I write copy. And that’s about all.

Russell: And books, a lot of books.

Dana: Oh yeah.

Russell: I got a few books from you this week and I was like, “Did you write both of these this week?” amazing.

Dana: Kinda. Yeah did you get that package?

Russell: Yeah, that was amazing. Thank you.

Dana: Oh yeah, no, for sure.

Russell: It was like, here’s the salad you can eat now and here’s what you can have after the BORT. Did you hear we changed it from BART to BORT?

Dana: You did?

Russell: A Big And Ripped Transformation and BORT is Big Or Ripped Transformation, so you get to choose. We’re calling Bart- Bort now. So feel free to do that, he’ll love it.

Dana: Bort Miller, I love it. Yeah dude, the secret about sending stuff in the mail is it’s a lot harder to opt out of receiving mail in the mail, as opposed to like email. So that’s kind of the trick.

Russell: During your presentation you should show that clip from Seinfeld where Kramer’s like, “I’m out.” And he breaks up his mailbox.

Dana: That’s good. I like that. And you can tell when they do opt out because your stuff comes back to you. That’s awesome.

Okay, so I guess I have something prepared. I don’t have slides or anything. I don’t really understand technology that well. So I have a list of just a bunch of questions I’m going to ask you, if that’s okay?

Russell: Heck yeah.

Dana: Alright cool. So there’s going to be three sections. The first is just business, the second is life, and the third is whatever questions we’re going to open it up to. You guys can ask me, feel free to pick my brain all you want. And then the audience can interject. I don’t know where they are, but if you guys can see anything that they’re saying, let’s do it. Cool?

Russell: Let’s do it.

Dana: Alright, I might, if you start talking too long, because I’ve got this spaced out just right, I’ll probably just cut you off, okay? Don’t worry about it, I’ll control the time. We’ll start off easy okay.

What would you estimate to be the ROI on the spend of one goat over a twelve month period?

Russell: For average humans or for Dana?

Dana: You’d be surprised. I’d say average humans.

Russell: For an average human it’s probably not very good. You can milk goats, right?

Dana: You can.

Russell: Can you eat goats? You probably don’t eat goats, do you?

Dana: I wouldn’t advice it.

Russell: You milk them, you shear them to get wool?

Dana: No, they have weird fur.

Russell: So just milk. Alright.

Dana: Pretty much, milk and cheese.

Russell: Milk and cheese. I bet you double the ROI. I bet you pay a thousand for a goat you get $2 grand back?

Dana: That’s really close. That’s real good. Did John tell you that.

Russell: No, that was off the top of my head. I had no idea.

Dana: Nice. Good, good. You’re going to have goats soon.

Russell: I have astro turf on my field now, they can’t…

Dana: They’ll eat it, don’t worry. What would be the one thing you would suggest anybody starting out in business to focus on?

Russell: Like the initial, when you’re first, first beginning?

Dana: Yep.

Russell: Probably focusing on developing yourself through serving other people, until you actually become amazing at whatever it is you want to sell in the future.

Dana: So other people’s results instead of your own?

Russell: Yeah. Go and serve people, get results, then that becomes the catalyst for everything else.

Dana: Nice. What would be one thing you would suggest, anybody that’s already having success, to focus on?

Russell: Is this going to become a book someday? This is like the chapters of a book. He’s pre-writing it, he’s making me write the book for him.

Dana: Getting content one way or another.

Russell: I can use this time however I want Russell. So people who are already having success, I would say the biggest thing is, a lot of times, especially with creators, we have success and then we get complacent for a while because I think initially when we start, a lot of times we are thinking about ourselves. And then you get to the point where it’s like all your needs are met. And most people sit complacent until they realize that this has nothing to do with them. Then you transition back to how do I serve people more? That’s when the next level of success happens.

For me, business for me was selfish for a long time. I was trying to figure out how to make money, then my needs were met, and then more so, then it’s like, now what? It wasn’t until I really started focusing on the contribution side of it, then all the sudden, then it lights you back on fire again because you don’t….someone asked me yesterday, why don’t you sell for whatever? And I’m like, I don’t need money at this point in my life, this is about the contribution which is like, the exciting part. Money gets dumb. After you pay your house off, you’re like, well I don’t know what else to do.

Dana: {Inaudible} Okay, awesome. Love it. What’s your biggest secret to building funnels?

Russell: I don’t start building a funnel until I’ve found another funnel that I’m modeling, like a concept. So I’m always very clear of this is where we’re going. And number two I focus most of the effort or energy on the copy or the stories. Each page in a funnel is its own story that you’re telling, you’re crafting to get them to take the next action, and that’s where we focus. Anyone can do a funnel now with Clickfunnels. Woo hoo, I’ve got a funnel. It’s like understanding and mastering the story, even the short form story. I’ve got a headline and an opt in box, what’s the story I’m telling there? What’s the story on the landing page, and the upsell page? Basically taking the Perfect Webinar structure and breaking it down into, over a set of pages and orchestrating the whole thing together. So that’s where I spend most of my…

Dana: Okay, would you also say it’s like, then connecting the dots too? It’s like taking them on a journey. Because people think you just throw them in the top and then they end up in the bottom. But you have to hold their hand throughout.

Russell: Yeah, hold their hand and it’s like, when I’m doing a funnel I always think about if my mom was to come and buy this thing….like let’s say she bought this superman little thing. She’s like, “This is awesome.” And then she buys that and then she looks and “What should I get next?” and I’d be like, “Okay, let me explain to you why you need the next thing.” And it’s not like, I get people who all the time that ask me, their questions are like, “What price point should my upsell be?” and I’m like, that has nothing to do with anything. Price point is completely irrelevant. They just bought this, what’s the next logical thing that they need or they think they need to get the end result they’re trying to get. Whatever the price is, doesn’t really matter. It just doesn’t logically make sense. “I have this, now I need this, and this is where I’m going.”

Dana: Dude, you’d be such a good goat farmer, because it’s like, they get out, they’re in the neighbor’s yard. So you gotta go over there to get over there, and you gotta bring just enough treats to get them back into your yard. So now they’re in your yard, which is an improvement, but they’re still not in the pen. Then you gotta get them over to the gate with another set of treats. Then you gotta keep them there long enough to get the gate open and then get them back into their actual pen. It’s the same thing as funnels, right?

Russell: Goat funnel secrets. You should tell this, that’s actually really cool. That’s what you’re doing, that’s the name of the book we’re writing right now, isn’t it?

Dana: Maybe. That’s awesome. What’s your biggest secret to traffic and getting people into your funnels?

Russell: You know the answer to this already. But our biggest focus is Dream 100, at all levels. SEO’s Dream 100, PPC’s Dream 100, Facebook ads Dream 100. Dream 100 is affiliates. So it’s like, I’m a hyper, big believer in we’re not going to create traffic so who’s already congregating to that traffic, and then we Dream 100 them from every level, every aspect. We’re doing SEO stuff right now and it’s like, it’s funny because everyone’s like, “How do we get back links?” and it’s like Dream 100. “What do you mean?” I’m like, “Find who’s got the best blog with the best traffic, the best page rank, we Dream 100 them and get an article, and then that gets the dream link we want back and that solves all problems.”

Dana: Awesome. What’s your biggest secret to converting traffic once they’re in your funnel?

Russell: I always say that the world we live in right now, there’s two steps. The front end direct response, it’s all conversion to get somebody to do whatever to get them into our world, and then when they’re in our world I transition from, I don’t transition away from direct response, but I layer in branding with direct response and now it’s like personality and direct response principals together. Because the front end doesn’t, personality doesn’t get somebody to opt in, typically a new person. It’s like hard core curiosity, the right hook to get somebody in, and after they’re in, to keep them there, it’s like I instantly transform into brand and personality and things like that.

The better connection I can build with people the faster, the easier the conversion is. So it’s like putting in all this time and effort into building trust, rapport and the conversions become easier and easier afterwards.

Natalie Hodson did a video I think two nights ago. I watched it last night, a Facebook live. It’s her like, “Don’t buy my courses.” And then told her whole story about why she started doing this and how she, it told her whole story of how she came into this business and how much money she has to put in ads to sell a book and how she’s able to have…told that story and I told her, I voxed her like, “This is so good. Everyone who opts in, make them watch this first because they will instantly love you, and then they will buy everything else you have from that point forward.”

But that would be horrible as a front end ad. Nobody would ever buy off it. But you convert them in, use that attention now to build a brand and a connection and then conversion becomes super easy. Now its just taking them on a story of your life and you’re offering them bits, the story of how you created that and how that story comes back to them.

Dana: Love it. So with that too, that’s part of the strategy of entertaining and putting out, just letting them into your life. And I think it’s important for people to know too because ultimately, looking at the stats, that stuff you could argue is a waste of time, but at the end of the day it’s not because you’re doing exactly what you’re suggesting, that’s the overall strategy on that, isn’t it?

Russell: 100% Because I could do an offer nowadays not to my own audience, if I try to drive traffic to it, it would never convert. But I do that same offer to my audience and we’ll do a million dollars in a webinar because it’s like, they love me, they trust me at this point, they have a connection with me, if I’m creating it, whereas with cold traffic it wouldn’t work. 

It’s that, I don’t know, when I got started in this game it was 100% direct response, and there was like the branding guys who I always hated. And now it’s like, the mushing of those two worlds together. Direct response to get them in, and then the branding to build a connection and then the hand off is like, I think that’s the future of marketing. Those two schools of thought merging together into a super power.

Dana: That’s awesome. I totally get that as a direct response guy. Okay, before I ask the next one, I have to just throw a disclaimer. I was not involved in all of the question selection. So, just putting that out there.

Okay, so I wanted to clear the air and dispel the rumors. Is the CEO of Lowkey Pages actually running the company from prison?

Russell: I think so.

Dana: Okay, awesome.

Russell: I’m pretty sure.

Dana: Must be, with the branding it makes perfect sense.

Russell: Did you know that the real CEO of the real Lowkey Pages got, anyway, I probably shouldn’t say it publically on video. Never mind.

Dana: I didn’t do any back research on that one, that was a mistake. What’s your best advice for somebody deploying the Dream 100?

Russell: I think it’s understanding tiers of levels. When I first got in this game I remember the people that I was trying to connect with were Joe Vitale, Mark Joyner, all these guys who were legends and I tried so hard to get their attention. No matter how creative I was it just kind of fell on deaf ears. I remember being offended and kind of upset at first, but I was, I don’t know, I was just kind of a nobody at the time.

So after trying it out for a while and not having success I was like, this doesn’t work. Then I met a bunch of people that were kind of at my same level, or a little above me, but they were approachable. It was guys like Mike Filsaime, I don’t remember who it was back that, but a bunch of guys like that. We were all kind of the same level. So I started connecting with them with Dream 100, and because they weren’t up here, they were here, we became friends and we also crossed with each other, helping each other. It was cool. In a very short period of time, within a year, year and a half, all of our businesses came up to these other guys.

At that point I started contacting these guys again and they were like, “Oh I see you everywhere man.” And I’m like, “I’ve been sending you stuff for years and you never respond back.” And then they answer your call and it’s like, “Yes, send a package to Tony Robins, that’s amazing. He’s probably not going to do a deal with any of us.” It took me 10 years to get Tony to finally promote something, 10 years of my life, and he was like, “Russell’s book is awesome, you should read it.” But 10 years it took.

That’s awesome, but what’s better is look around at the market right now, and who’s kind of at your level and start connecting there. It may not be a billion dollar win over night, but a whole bunch of little wins add up and eventually you’re best friends with whoever you need to be up here, at that level. So I think that’s the biggest thing I would tell people.

Dana: Man, I hope the inner circle is listening. Because that is a great lesson for all of us. There you go. How many times were you on the verge of completely giving up?

Russell: Like how many days did that happen or like….

Dana: How many different times do you think?

Russell: There were a lot, one happened early. It lasted a couple of weeks. Oh, I’m going to figure out the piece. After our company collapsed and I had to lay off 80 people overnight, it was everyday for two years. I would have quit if I didn’t have tax obligations to the IRS that would have thrown me in jail if I would have quit. I had some really good motivators. For two years I hated this business, and I did not like it even a little bit. Until we finally paid the IRS off, it took that strain off, where it’s like, now creativity could happen again and then it became fun again.

But a lot of times, I sometimes nowadays even, it’s funny because some days it’s like, why are we doing this? I don’t know what causes that, but I think for me, whenever that does happen it’s like a selfish thing. When I’m thinking about myself more, but what’s cool is I’ll go to bed and sit there miserable and see my phone and I’ll see a bunch of voxers from people and every time I have a voxer and someone says something nice to me I star it.

So I have a whole list of starred ones, so I’ll go and listen to those. And all these people who are like, I got one of yours in there, I got other people. It’s just like, you hear them, their gratitude for what you’re doing. Thank you for what you do…it’s like alright, that’s why we do this. Then we’re back into the game. So it’s less often nowadays for me, for sure. During the down times it’s tough and it happened a lot.

Dana: That’s awesome. Okay, cool. And he’s definitely not lying folks, because when I was out there writing copy for you, I remember somebody did something stupid, I don’t know, somebody said something or whatever and you got like, “Geez, seriously?” You’re like, sarcastically I think you said, “I don’t want to be CEO anymore. I just want to create stuff.” And I’m sitting there in the corner, thinking, I glance over at Dave thinking, “I’ll be CEO.”

Russell: I want your problems, Russell. That’s awesome.

Dana: Yeah, so I’ll be on deck.

Russell: I think about this a lot. My goal was never, 15 years ago when I started I wasn’t like, “Someday I’m going to be CEO of this big, huge company. I’ll be on video.” No, I just wanted to create. For me this is art. Why do I keep creating funnels? People are like, “Your company is doing great.” It’s the art for me. I’m an artist, this is how I do my art. I just love it. A lot of times I would much rather hang up the CEO hat and go back to the art of doing the thing.

Dana: Yeah, it’s awesome. Looking back, what do you wish you would have done differently?

Russell: From Clickfunnels as a whole, or business as a whole?

Dana: Yeah, let’s look at business as a whole.

Russell: I think, man, the first 10 years of my life I was running around trying to be all things to all people, and like 3 ½ - 4 years ago was the first time I was like, kind of set my flag in the ground what I was going to do. As far as Clickfunnels as a whole, looking back on it now, I would have started a software company way faster. That’s 100% sure. Of all the business models I’ve done, it’s the one I like the most.

But I would have done it different too. I think if I was to start over from scratch, I would have just done Clickfunnels and that would have been it. We wouldn’t have had Backpack and Actionetics and all these other things. I would have made it simpler. I look at some people have software where it’s sticky but it’s simple. Like it does one thing. There’s power in that. You’re tech team can focus on making that one thing better and better and better as opposed to…

Like right now, our biggest problem we’ve had until just recently is our tech team can focus on this part over here, and it’s like, “Okay, everyone move over here and over here.” So now we’re at a point where, as we did that the last time through, we are taking focus here. We hired a whole bunch of people to learn it while they were in there focusing and then we left, and now they’re focusing on making it better.

The mistake is three years to get to that point. So I think I would have made simpler software that everyone could focus on one thing. That’s the thing too, with Clickfunnels I have so many messages I have to sell now, so many. I would have focused on just a simple message, simple tool, simple thing.

Dana: I love that. Do you know what a Juicy Lucy is? The burger?

Russell: No, sounds amazing.

Dana: It is. It might be a Minnesota thing. So Brandon and Kaelin flew out for a Viking game and then we went and hung out for a while and they took me to this bar in this weird neighborhood, it was really sketchy, to get a Juicy Lucy. So it’s basically a burger with cheese in the middle, and it was this place called Matt’s Bar in St. Paul, Minnesota, it’s world famous.

Anyway, we get in there, and I’m with Brandon and Kaelin, we get in line for the burger, it’s just a nasty looking place, really bad, but great burger, world famous. And what we noticed was, they served us the burger with fries and ketchup and a napkin in a crappy little basket, and then we had water. And then I think it was Kaelin, was like, “Hey, do you have ice?” And they’re like, “Nope.” A bar without ice. And I was like, someone else asked for something but then I asked, “Do you guys have a fork?” “Nope.”

So they have Juicy Lucy’s and French fries, and they do that better than every other person and that’s why even despite all their shortcomings they’re the best. So it’s a good a lesson, I think, for everybody.

Alright, lightening the mood a bit. Did you know that James P. Friell is actually a really nice guy, deep down?

Russell: He’s actually a nice guy, deep down.

Dana: He is.

Russell: I see glimpses of that, I think it’s possible.

Dana: Is he there? Where is he? He has the day off.

Russell: Did he leave for the day?

Woman: I don’t know. His computer’s here, I don’t know where he is.

Russell: His computer’s here. We’ll make fun of him when he gets back.

Dana: Of course he’s probably skipped out early. Okay, what are you glad you did and wouldn’t change, business wise?

Russell: Biggest thing I’m glad I did, and this took me 12 years before I did it, was actually bringing in partners. I was first 12 years like, “No, I’m Russell. I’m the guy who started this business, blah, blah, blah.” So because of that, you could hire people, but that’s it. Clickfunnels came around, Todd and I sat down and brainstormed the whole thing with Clickfunnels and he’s like, “Hey, I’m only going to do this if we can be partners instead of like an employee.” And I was just like, ugh. And the prideful Russell was like, “No, I’m not…” but then I was like, witnessing my whole business crashing, I’d been humbled a lot. I was like, “You know what, let’s do it.” And it transformed everything.

So grateful for that, and I think if I was ever to start a company again, I think my first step before everything, would be assembling my Avengers team, or my Justice League team, whatever you want to call it, before it got started. I need the best in the world of these 5 spots. I gotta identify, here’s the 5 or 6 people, the things we need and I’d go and spend the first year just recruiting those people and getting them in place, then create the thing. Instead of starting as an entrepreneur and hiring employee one and employee two, it’s so much faster just to go the other way around.

Dana: Awesome. What’s the craziest thing you’ve ever sent in the mail?

Russell: Physical mail?

Dana: Mmmhmm

Russell: I don’t have mine, but I’m going to tell you my friends story because it’s the craziest ever.

Dana: I think I know it but..

Russell: Did I tell you this already? So my friend, he pooped in a box and then he mailed it, and apparently it’s a federal offense to send poop. He did it at college and the college mail room got it and smelled it, and he actually got expelled from Brigham Young University, but it never went through the mail. But apparently it’s a federal offense to mail poop.

Dana: Wow, so it got intercepted before it departed from BYU campus?

Russell: It could have been bad.

Dana: Wow. Okay, so I don’t recommend that.

Russell: I think the weirdest thing I’ve ever mailed, not mailed but it was like pizza, I’ve done this a lot of times, called up a pizza delivery place wherever a guys at and deliver like 10 pizzas at once. Stuff like that.

Dana: yeah, just to get people’s attention.

Russell: Yeah, it works good.

Dana: Love it. What’s something that having a team relieves you from?

Russell: It lets me, like right now with Clickfunnels people ask me, “How do you keep up with the software?” I’m like, I don’t. I use it and I complain and that’s all I do. And that team does everything. So I don’t have to worry about that. I only have to focus on the part I like, which is the marketing. And that’s all I have to, I get to stay within my unique ability and not the blend of all other things. And I think that’s the key of, in fact, James P. Friell if he were here, he’d quote some famous old guy who said something that was really cool.

But the division of labor, something, something. There’s the quote, he can find it for us. Basically letting me do my unique ability and having every other person do their unique ability as opposed to other things. Mandy, when she started coaching with us, it was really cool. She gets to focus on the coaching of it. At first I was like, “Okay and then do this and this and this.” And then she struggled. The administration of it wasn’t very good.

Melanie is amazing at administration, how about Melanie help Mandy, and now it runs awesome. And Melanie is the most amazing person at that in the world. So it’s like, everyone has a good and unique ability, whereas I used to try to bring someone in a role and give them 30 things to do, because I thought they should all be able to 30 things. When they did one thing with their unique ability and everything else just sucked.

I did a podcast on this a little while ago, but I think the reason is because as entrepreneurs, we start the business initially and we have to do all 30 things, and we suck at most of them, but because we have so much brute force, we have success. And then we hire people, expect them to do 30 things like we did, and that’s the wrong way to look at it. You bring someone to do the one thing and be the best at that. They take that piece away from you and do it a million times better and then you can keep doing that. That’s what gives me the ability to do that, just focus on my unique ability and just nothing else.

Dana: Love it. I reserved 30 second timeslot for you to give a shameless plug to something you’d like to sell, starting now.

Russell: Hey everybody, welcome to the pitch section of the Decade in the Day. I would really like to sell, I have nothing else to sell these guys. I kind of want to do….I got nothing man, I don’t even know. Oh I know what we can do!

Okay, you see this book, it’s pretty cool. This book I’m not going to sell, but we just wrote a book called Network Marketing Secrets for MLMer’s, and it’s exactly this thin and it’s got cartoons like this in it. It’s so awesome. So that’s going to go live in like a week and a half, so you guys should go buy that, even if you’re not in network marketing. Just to support me and to funnel hack me.

Dana: Awesome, love it. How do they get it? Is there even a URL yet?

Russell: There will be networkmarketingsecrets.com.

Dana: go there. Okay, dude that was actually really good off the cusp like that. Well done. I should have given you a heads up. Okay, now I have reserved myself 30 seconds for a shameless plug. Mine’s more rehearsed. Go.

So all the time, people ask me, literally all the time, “Dana, how do you sell a book for $2,000 when everybody else sells them for $20 bucks? How do you charge $20 grand for something that other people charge $500 for? How do you make so much money as a goat farmer with only 4 goats in your herd?” and I’m just like, dude, it’s simple. It’s the Dream 100. If you haven’t had a chance, or if you don’t know what the Dream 100 is, go get Chet Holmes Ultimate Sales Machine book. If you do and you’re ready to just go hog wild in it and explode your business, then go get the Dream 100 book.

Russell: Where do you get the Dream 100 book, Dana?

Dana: Dream100.com. Okay, cool.

Russell: What’s the price on it, is it still….?

Dana: It’s $2 grand, well, unless you find the secret link where you can get it free plus shipping. But yeah…

Russell: Is the secret link dream100.com?

Dana: forward slash free. Don’t share it. Oh boy. What’s the biggest domino you tip over every day?

Russell: Dang, these are good questions. Every day? For me now, it’s making sure that my team all has what they need to get done what they’re doing.  I look into my role now, it’s less of me doing things and more of me coaching people who are doing things. Making sure that everyone has the ability to run in the morning, so they’re not waiting on the direction. You know what I mean?

And we have a lot of east coast people, so before I go to bed at night, I try to make sure east coast people have what they have, so when they wake up 2 hours before I do, they can start running. That’s the biggest thing.

Dana: Awesome, that’s great. I heard the internet speed in Boise is capped at 1.5 Megabits per second. Is that really true? If so, how can such a successful tech company be headquartered there?

Russell: Is that true, Melanie? Do you know?

Melanie: I have no idea.

Russell: I have no idea. We do get angry though, often at it. Is that really true?

Dana: I have no idea. I’m in a much more rural area, so I doubt it. I just published my 5th earth shattering book for entrepreneurs and sellers, should I keep writing more and put them on the shelf for a while to collect dust and do nothing at all with, the hundreds of hours invested in them, or start promoting and sell them? That’s a jab at myself because you called me out on the last mastermind.

Russell: No I think, what’s funny though, at the last mastermind is where I had my big epiphany too, of focusing on the value ladder, and then all our creativity should be focused on the front end of the value ladder, bringing people in. I spent almost every day since then, trying to get the rest of my value ladder in place. I’ve killed two businesses that both made over a million dollars a year, because they didn’t fit in the value ladder.

So I took that to heart and hopefully you have as well. But I think that’s it. You can keep creating stuff, but as long as there’s the back end to support it.

Dana: Love it. The only other time I went to Orlando Florida, my fiancé ended up coming home pregnant. Should we put out a PSA to warn couples traveling there for Funnel Hacking Live that there’s something in the air down there?

Woman: Did you hear Melanie’s laugh?

Russell: Melanie’s dying over there. Are we doing a wedding when we get down there this time too, so it could be, the first time you got pregnant, the second time you got married?

Dana: I got people lobbying for it right now. It’s going to become a hashtag, yeah. Okay, I’m just going to skip to the good ones. I read about a story about a farmer who was visiting your house, that tripped into your pool, in the pitch black, and fell flat out on your pool cover and nearly ripped it apart, and scared all of your children in the process. Is that true?

Russell: It is so true. I wish the camera would have been rolling for that, because it was amazing. We have a pool color that’s the same color as the cement around it, and it was dark outside. So Dana goes and walks right to the pool cover and it’s like woosh. And my kids are like, “No!” it was amazing.

Dana: Oh man. Okay, finishing up here. Will you sell me your domain name Dream100secrets.com please, you’re not even using it.

Russell: Do I own that one?

Dana: Yeah, you’re not using it though. I could use it.

Russell: I might be up for that. Definite maybe, definite maybe.

Dana: Just think about it. Okay, well I’ve exhausted all the good ones. Unless there’s any good ones in the chat.

Russell: Did we check the chat? I have no idea.

Woman: Everyone’s going crazy.

Russell: Everyone’s just laughing at you.

Woman: “Loving this.” “This is amazing.” “This is gorgeous.”

Russell: No good questions.

Dana: That’s alright, unless you have anything for me?

Russell: Let me think. When are you launching the super funnel? Actually, did I tell you what we called it inside our office now, for us?

Dana: This is going to be good.

Russell: Which board is it on? There it is. This is called Project Mother Funnel. This is our Mother Funnel that sends people all the way through our value ladder in the shortest period of time possible, in the most exciting way possible. AKA, Project Mother Funnel. My question for you, with your new value ladder and multiple front ends, when is your Project Mother Funnel all going live? I’m holding you accountable. We gotta cover up that wall.

Dana: I know, I wish I could show you through that wall. It’s still there. I’m going to say ASAP, how’s that.

Russell: I love it. I’m getting this done by my birthday, March 8th. It’s my birthday present to myself. Can you get yours done by March 8th?

Dana: I’ll do it. And what’s the bet then? Who has to do what?

Woman: That’s how you motivate Dana. It’s not money.

Russell: That’s good. Let’s see, I has to do with wedding or goats or both.

Dana: Yep.

Dave: If you lose, Dana, you get married at Funnel Hacking Live.

Russell: He wants that though.

Dana: I actually do.

Russell: They want a beach wedding. So on the beach we could do it.

Dana: We could bring the beach to us.

Russell: I have sand, there’s sand in Boise. We could bring it in the room. It’d be a pain but it’d be worth it.

Dana: How about you have to bring a goat to your office for a day, if you don’t hit yours. And I have to sleep with my goats for a night.

Dave: You’d enjoy that though…

Russell: Yeah, there’s different levels of that.

Dana: There we go…I have to….Don’t knock it until you try it guys, geez.

Russell: How about this, if you get the whole thing live by my birthday I may be willing to sell you Dream100secrets.com, if not I’m launching a competitor product, I’m going to take you out.

Dana: Geez. This is going to be a nasty smear campaign. Okay, deal. I take the deal.

Russell: That’s awesome.

Dana: What happens if you don’t get it by March 8t?

Woman: Oh, he will.

Russell: Goat for a day, I’m in on that.

Dana: Okay, that’d be actually a good episode. Alright, thank you guys. I appreciate you.

Russell: Thank you Dana, you’re awesome, man. Have a good weekend.

Feb 9, 2018

Understanding the “Pride Cycle” can keep your business protected from yourself.

On today’s episode Russell talks about the pride cycle and how he stays humble. Here a few of the amazing things in this episode:

  • Find out what the pride cycle is and why you have to go through it to learn how to stay humble.
  • Hear how Russell keeps himself humble so he doesn’t have to go through a third crash.
  • And find out why sometimes pride isn’t the reason for your crash, you just needed to go another direction.

So listen here to find out how to keep yourself humble in your business so you don’t have to be humbled.

---Transcript---

What’s up everybody? This is Russell Brunson and welcome to a late night Marketing Secrets podcast.

Hey everyone, I’m in my home tonight, right now. My wife and my kids are asleep, I’m about to head to bed. I still got kind of a stuffy nose. Monday my cold went away, then Todd and Ryan and Karen and Nick and a bunch of people flew into town this week to do a big hack-a-thon, working on some new updates in Clickfunnels, Clickfunnels Actionetics MD, and a bunch of just insane, cool things that we’ll be showing at Funnel Hacking Live, and we basically pulled two all nighters in a row and low and behold my cold came back.

So now we have official proof that sleep does correlate to if you’re going to get sick or not. So yeah, you should sleep more often. So tonight we actually went home early, it’s a little after 10, so I’m going to get some sleep tonight, which I’m excited for.

But I wanted to share a quick message with you guys that I thought was really cool. I was catching up with my Voxers with my inner circle members and answering them and I had a really cool conversation tonight through Voxer with one of my inner circle members. He’s a Clickfunnels member, Two Comma Club winner, and an inner circle member his name is Akbar Sheikh. A lot of you guys may know him, he’s very prominent in our community. And it was a really cool conversation.

I’m not going to share the whole thing, first off, just confidentiality with my clients, second off, it doesn’t matter. Kind of the end result of what we talked about ended up being really cool and I thought I would spend a little bit sharing it with all of you guys because I think it’s important.

So Akbar was talking to me, he basically was talking about business owners and entrepreneurs have success and a lot of times they stop being humble. There’s a concept called the pride cycle, so those who went to seminary like I did, there’s a concept called pride cycle and this is how the pride cycle works.

So first is you are humble and you’re eager to learn and try to grow or whatever. And because you’re humble, you start having success. You start learning and growing and developing and you go in this circle. So those who are listening, you can’t see my finger, but those who are watching, I’m making a circle with my fingers. It started kind of going up, having success, start learning and more good things happen and all the sudden you get to the very top and boom, you’re having success. And what happens when we start having success, we start drinking our own kool-aid and becoming prideful and start thinking, “Man, I am amazing.” And what happens at the top of that, this is the backside of the pride cycle.

So then the Lord, or whoever it is, humbles you and basically you become humble back at the very bottom, and you cycle, and then hopefully you’re sufficiently humble where you can learn and grow and start this process up again. You go up and then you get to the top of the cycle, and then usually people at the top become prideful and then they crash again. So this is the pride cycle.

This is happening around all day long. It’s been happening since the beginning of time. You can see it with political leaders, religious leaders, you can see it in people, humans, anyone in your own life, you’ve seen it. I guarantee you’ve see it. If you step back and look at your own life, you’ve seen the pride cycle. It’s a true thing that’s happening.

So we were talking about that, I think people a lot of times ask me, “Russell, how do you stay humble with things happening.” Because I’m scared of the pride cycle. I’ve gone on the full loop and the bottom is not very much fun, so I’m trying to figure out how I stay up here. And the thing that I know is that when you’re prideful, you have to crash. If you believe scripture, it says, “The Lord will have a humble people, either you will be humble or he will humble you.” So I’m like, okay I’m going to be humble, because I don’t want to be humbled, that sounds horrible.

And it’s interesting, the next thing I kind of told Akbar was about, I had a friend that was in Mexico on this marketing thing and I was talking to this guy that became a friend later, and he’s super wealthy. He buys and sells businesses, and makes a ton of money. What’s interesting, we’re talking and he wanted to hear my story so of course, as most entrepreneurs do I tell him the highlight reel of how cool I am. And he’s like, “Oh, not impressed.” I’m like huh.

And he asked me, “So have you always just had success?” And I was like, I kind of told him, “Well, twice I’ve pretty much bankrupt my companies.” And he’s like, “Well tell me that story, that story sounds more interesting.” So I kind of tell him the story and then he’s like, “Good, good.” And I’m like, “What do you mean good? That’s not good.” And he’s like, “No, you’ve cycled. I will never work with an entrepreneur who hasn’t cycled at least once.” And I was like, “What do you mean cycled?” and he said, “You built a company that crashed. If you haven’t cycled, you’re still going to drink your own kool-aid, read your own bio and believe it. It’s not going to be good.”

And I was like, oh how cool is that? First off, cycling sounds way cooler than failing, but second off, I was just like, how interesting, it’s the pride cycle. He only works with people who have at least cycled once, because they’re sufficiently humbled that they’ll listen to advice and they’re going to grow.

So Akbar and I were kind of talking about this, and then his message back was like, “I’ve been down at the bottom, but I’ve gotten to the spot where I’m kind of at the top. I don’t want that to be part of my story. I don’t want the crashing part of my story, what do I do?”

So I just wanted to share this piece of advice, because this is kind of what I told him and I think that it’s important for all of us to think about. So what I told him, first off, from a business, basically I learned….because he asked, “Is it about diversification? Is that the key?”and I was like, “Well, kind of.” I believe in diversification in some things but not your business. I think everyone should go…whatever your business is going to be, you should go all in. You shouldn’t diversify your business. I think having multiple businesses is the fastest way to destroy your business.

And I know that from personal experience, from a decade of it. So this is not me just philosophizing, this is me doing a lot of businesses and none of them could grow. Having a sole focus, you’re not diversifying your businesses, you’re diversifying the pieces around your business. Where are the singular failure points? For me, my first time, or my second big business crash was, I was running on one merchant account and that was it.

So it was like, diversification of merchant accounts to protect myself, so if this goes out and this goes out, I have protection. So that was number one. Diversification of traffic sources, yesterday’s podcast I talked about the Facebook slap, it’s coming. If all your eggs are in the Zuckerberg basket, you could be in trouble.

I know so many people that all their eggs were in Google’s basket, it was PPC, and PPC shifted, businesses gone. When then it went to SEO and SEO’s shifted, businesses gone. Diversifying your traffic source, you need to make sure you’re doing traffic from at least two sources. If you have a sales person, at least two sales guys. If you’ve got a programmer, at least two programmers. Diversification inside the business to protect, but not diversification of your business. You shouldn’t be doing 5 different businesses. That’s the opposite of good.

So that’s number one. And then number two, is trying to remain humble. And it’s hard sometimes. So it’s like, I need to keep myself sufficiently humble, because if not I’m going to be humbled. So it’s like, what does that mean? For me it means praying to God, it means not being a jerk. It means remembering that it’s not me, it’s an amazing team of people. It’s remembering that the only reason I’ve been given these gifts and these blessings is because there’s a purpose for it. I’m trying to help other people and if I lose sight of those things, my head can grow fast.

And I understand, I have a fat head anyway, I can’t wear hats. This is actually a true story. I can’t wear hats because I have a fat, the circumference of my head is enormous. I’ve tried my whole life to wear hats and I can’t. You’ll never see me in a hat ever, because my head’s so fat.

So my head will continue to grow and swell, so that’s number two. Just being aware of where you are on this pride cycle. If you are sufficiently humble, that’s good, stay there. And then as you start having success, try to stay humble because it’s hard.

Number two thing was, I look at all the people that I know, over the last 15 years of doing this, and I’ve seen people go through this cycle. The ones that don’t make it back up are the ones who are too prideful to learn. It blows my mind. Between Christmas time and now I’ve had three friends who have had businesses that have crashed, that have come to me saying, “Russell, I see what you’re doing. Is there any way I could come to your office and just shadow you and see what you’re doing so I can understand and get my business back up?” and all of them are close friends and I was like, “yeah, I would definitely be game for that. But first you gotta read my two books. Read Expert Secrets and Dotcom Secrets, because that’s the foundation. So read those, then let me know and you can come.”

So I told them that, and none of them have read the books and won’t come. They won’t learn. I’m like, are you kidding me? I feel like at this time of my life, I’m at the top of my game. Again, this is me when my head starts to swell. I don’t think there’s a lot of people who understand marketing better than me, at this point, marketing and sales. Not because of a big ego, but I’ve dedicated a decade and a half to this right, at a high level. Super intense, super immersion, super not just theory, but testing and testing. I don’t think there’s many people who know more than that.

But I also think there’s more people that study more than me. I still study because I want to stay sufficiently humble. I’m always learning. I’m in mastermind groups, I pay other people for coaching, I have multiple coaches happening all the time. On my phone, if I was to show you my iBooks account, I have I would say conservatively at this point, probably 350-400 thousand dollars in courses on my phone that I listen to every single day. Old school stuff, new stuff, I’m always trying to learn because I don’t want the market to shift and me be left behind.

I need to be sufficiently humble so I can continue to learn, so I can see what’s happening, be aware of the trends, be aware of the evergreen things that are never going to shift. I’m always learning. Partially for me and also, I heard Rick Chefren say this one time, “I get paid to think for a lot of people. That’s why I have to learn and study because I’m sharing with other people and I’m thinking for other people.” I feel an obligation to that too.

I have a lot of people following me and listening to me, and I need to consume and learn and keep on top of the game so I can continue to get back. Because I get paid from my tribe to contribute back. So that’s number two.

And then the third thing is sometimes we need to cycle. Sometimes it’s not always because you’re prideful, sometimes you’re just going the wrong direction. I look at my business over the last 15 years, I was running in a direction, and I thought it was right at the time, maybe it was right at the time. I learned a lot of things and met a lot of people and we served people the best that we knew at the time, and then everything crashed because that thing shifted.

And then I started this direction, running, running, running the best I could, the best that I understood. I made a lot of mistakes but I met amazing people and I learned and learned and learned and built this thing up and then it crashed again, and then it shifted.

I look at during those times, during the crash, I was just devastated. I thought I was doing the right thing, I thought I was doing what I supposed to be doing, but it didn’t work so apparently something was wrong. A lot of times, like with me, it’s not because you’re doing something wrong, maybe God needed you over here, but you were running this direction. So he had to force this thing so you’d be humbled enough to listen, to move. And then boom, humbled enough to listen and be able to move again.

I look at my life now, I look at the path, I look at the people that I met because of these things that I wouldn’t have met otherwise, that have built Clickfunnels. I met Todd because of a crash here, I met Dave because of this, I met Brent, I met John, I met all the people on my team, Ryan, and all these amazing, and I mean there’s so many people on my team, I could go on for hours. But those people, I picked up each of those people during these journeys, these ups and these downs that became a part of our team that made the foundation that we needed to be able to build Clickfunnels.

I look at now, my life, I’m like, can you…those things were necessary. So sometimes you can be doing everything right but you just have to trust God. God may need your business to crash for him to get you to where he needs you at. And it’s just being okay with that. In fact, I was talking to, who was it the other day? Someone the other day, about that in my own life. I was just like, Clickfunnels is awesome. I love it, I believe it’s my mission. But maybe this might not be the end mission. Maybe there’s something I’m supposed to do over here. What does that mean? I don’t know yet, I just need to pay attention. I try to be sufficiently humble so that when it comes it’s like, maybe the business crashes, maybe I need to sell the business, maybe I need to keep it forever. I don’t know, just trying to be humble enough to listen so we know. What’s the plan, where we’re trying to go.

So it’s just stepping back and putting our faith in God and saying, look, I’ll go where you want me to go. I’ll do what you need me to do. If you need this to end, that’s okay. What am I going to learn from this? Where am I going to go from here.

So anyway, I hope that helps somebody out there who’s listening. Because it’s pretty cool, pretty special. So there you go. There’s the pride cycle. This is seminary, early morning seminary. I didn’t go to early morning seminary. It’s seminary 101. But that’s what happens.

So for you guys to understand, where are you at in the pride cycle? Are you at the bottom, are you humble? It’s so awesome, cherish that, study, learn, grow, stay humble, and then as you start coming up towards the top, stay humble because that crash is never fun. But if you do crash, understand there’s a purpose for it.

Hope that helps you guys. I appreciate you all. Have an amazing night. I’m going to get to bed, get a couple hours sleep before the morning waits, a few hours. So much fun. I’ll talk to you guys soon. Bye.

Feb 8, 2018

What to be aware of with the new “Facebook Slap” and how to protect yourself and your business so you can not only survive, but you can thrive.

On today’s podcast Russell talks about the recently announced Facebook slap that is going to change everything for direct response marketers. He also reflects on some of what happened during the Google slaps years ago. Here are some of the helpful things you will hear in this episode.

  • Find out what the Facebook slap means and how it will change things for Russell and other direct response marketers.
  • See why Russell has experience with these sort of things and why that makes him well informed and qualified to help others.
  • And find out what you should be doing to get ahead of the game and not be hit so hard with the changes on Facebook.

So listen here if you want to find out how to stay profitable despite all the changes coming to Facebook.

---Transcript---

Uh oh, the Facebook slap just happened and now you gotta get a funnel. Welcome to Marketing Secrets podcast.

Alright everybody, I have been prophesying of this for so long, so long. For those who are new, the newbies who have only online for a year or two years, or five years, or eight years, I wanted to give you a history lesson. The networks, they don’t like you or me, guess who they like, they like money from big brands who don’t annoy them, who just write big checks and have big, huge marketing budgets and don’t care if they’re profitable or not.

People like us, who care about direct ROI, us direct response guy, they don’t like us very much. But they endure for a little while because it’s what builds their platform, and then they smash us. So that’s what happened with Google back in the day. They were awesome, then they smashed us. That’s what happened to every platform since I’ve been around, for now 15 years.

You’ve probably heard of the Google slap, then the other Google slap, then the other Google slap, and then this and that. I kept warning people, don’t put all your eggs in Zuckerberg’s basket. Zuckerberg doesn’t care about you. I’ve been talking about that, in fact, I did a whole presentation at Funnel Hacking Live about that last year.

But it’s happening, the Facebook slap has officially begun. Zuckerberg just announced it about a week ago, and I want to let you guys know a couple of things. Because a Facebook slap is actually a really good thing for people like you and me who are doing funnels. If you’re not doing a funnel now, this is going to force you to finally learn and understand funnels.

Alright, so here’s the context, Zuckerberg came out and was like, “Hey, we’re going to change how Facebook’s algorithm works. So instead of having…” He said that this algorithm would make people spend less time on Facebook, which seems insane. But here’s what they’re trying to do. They’re trying to squeeze out the direct response marketers and build a bigger platform for the branding marketers.

So this is how it works. What they do is make it so what you will see now more so, is more of your actual friends. So your feed will have less business stuff and more brand stuff, excuse me, personal interaction. So you’ll see more of your friends and stuff, you’ll see fan pages and stuff like that are going to be dropping dramatically, and groups will go up, because groups they consider social interaction. So groups and your personal stuff, you’ll see a lot more of in your feed, and you’ll see a lot less of the business pages, fan pages, and ads.

So what’s going to happen, because there’s less stuff for you to scroll through and just mindlessly scroll, you’ll actually spend less time on Facebook, that’s his plan. So you’ll spend less time on Facebook, there’ll be less ad spots, and when supply and demand does that little thing, guess what happens? The price goes up.

So ad costs will be going up. They’re showing some stats and basically in the first quarter it’s supposed to be up, I can’t remember, 30 or 40%. And by the end of the year almost a 100% increase in ad costs. So what does that mean for people like us?

A couple of things, number one it means that the competition, a lot of these people who are just throwing up Facebook ads, and becoming ad experts overnight, they are going to be gone. They will not be able to sustain it anymore, and most of them will not be intelligent enough to diversify their traffic off of Facebook.

A couple of things for us Marketing Secrets people that are funnel hackers. We are smart enough to know there’s more than one way to drive traffic. Facebook is a source, not the only source. And if you’ve been looking at your business that way, then you’re fine. And if not, it’s now time to start diversifying, freak out. Yes, freak out, diversify now. If you wait for a year to diversify it, a lot of you guys will be in trouble. Just diversify now, start looking at other traffic sources.

Look at YouTube, do your own podcast, looking at all these things. Using this time now when ads are a little bit cheaper to drive people to these other networks to build up your podcast, to build up your email list and things like that, build up your medi chat list and those kind of things. Because the ad cost are going to dramatically go up.

Number two, we’ve been talking about this since day number one at Clickfunnels. Whoever can spend the most money to acquire a customer wins. That’s the first chapter, the introduction of Dotcom Secrets book. If you haven’t read it, go and read it. Dotcomsecrets.com, go get the book because it’ll help you understand that whoever can spend the most money to acquire a customer wins. As ad costs go up, you have to spend more money to acquire a customer. That’s actually a good thing.

That means all the little people who are just dabbling are going to go away becuas they’re not able to spend more money. For us, the intelligent ones who are studying marketing and sales and funnels, that’s okay. That’s why we build funnels.

You know, I think last year, 2017 a lot of people got away with one funnel and they made a really good income. I think that’s going to be harder and harder. I think understanding the concept of funnel stacking, we talk a lot about in our community here, where you have one funnel that then leads to the next funnel, is vital. It’s going to be vital to your success. Having a fully developed value ladder is going to be vital to your success.

Now a couple of things about value ladder that I want to just touch on. I wish I could re-write that whole chapter in Dotcom Secrets book, because everyone thinks they need these complex value ladders that got 80 steps. Clickfunnels right now has 3 steps, that’s it. Okay, we’ve got all the front ends on the front step, we’ve got Clickfunnels webinar and sales, Clickfunnels in the middle, and then we’ve got our coaching program that’s not even available right now, but will be after Funnel Hacking Live, on the back end.

So that’s it. It doesn’t have to be complex, but there needs to be levels. Because your front end funnels, one that used to be profitable, are going to be break even funnels. If that’s your entire business, you’re going to struggle.

So the good news is, the Facebook slap has come, we know it’s happening now. It’s not like when Google slapped us, it was like they just turned soft overnight, we all just got shutdown. Right now you’ve got about a year. Over the next year you’ll see your ad costs go up 20-100%. So just be aware of that. Now it’s time to start understanding that and putting in, “Okay, this funnel is to acquire customers, if I’m profitable right now, it’s awesome, am I going to be profitable in six months, if my ad costs double or if they go up 50%. If not, I can start tweaking that.

It’s like, Okay we’ve acquired a customer through this funnel, now we need to send them up the value ladder and there’s your profit.

So if you’ve been following me, you’re listening to this stuff, you’ve read the Dotcom Secrets book, you’ve read the Expert Secrets book, you’ve gone into this, this shouldn’t freak you out. But if you haven’t, you should be a little bit nervous. You should go get Dotcom Secrets, read it, understand sales funnels, value ladder, these are the core principles that have worked since day number one.

This is not something new. In fact, it’s crazy, the online world made this so easy. Traditional offline, I cut my teeth learning this game with Bill Glazer and Dan Kennedy and all these people who were doing direct mail and classified ads and TV. Where it’s like, nobody breaks even on TV, you lose money. And you lose money for 5, 6, 7 months before you’re profitable. That’s where my foundation came from, the Dotcom Secrets book teaches that foundation. I think we’ve been spoiled because it’s been so cheap to acquire media online.

And that’s been awesome, and hopefully new platforms will continue to rise up that we can come and arbitrage attention from it at a discount. But just be aware that right now, Facebook is now shifting. They’re making that transformation. This is the first Facebook slap.

I got a little mini slap about a year and a half ago. They shutting down ad accounts, but they took the gas pedal off that one and made it a little bit easier, which has been nice. But this one’s happening and it’s not going away. So it’s like, now is the time to prepare for it. Start to get better at acquiring customers at your front end funnel, and getting better at sending them to the next step.

This will be a huge theme at Funnel Hacking Live. I got some crazy, amazing presentations, they’re all by funnel hackers. You guys will be able to learn about some of these things. But right now I wanted to give you guys a voice of warning, because this is what’s happening.

But luckily this is not like a shot where you just get shot and you die like back in the Google days. We’ve got time, but it’s all about understanding that and preparing and building out your value ladder. Go back, read Dotcom Secrets again. Read it two, read it three times. Internalize those concepts, figure out your value ladder, identify it, figure out your break even funnels, acquire customers profitably now so you can get to the point where you’re breaking even in six months to a year from now and be able to start sending people up.

So the Google slap is here, but the funnel hackers don’t need to worry, it’s all going to be good. If you’ve been following the principles we teach you day number one, you’re protected, so don’t stress about it. But if you’re not, it’s time to start looking at that, start building out your value ladder, getting prepared, because it’s coming.

Alright you guys, appreciate you all, sorry I got a stuffy nose, I probably sound a little funny. But that’s about it. So I’m heading back into the office, today we’ve got Todd and Ryan and Nick and Karen and a whole bunch of people at the office, it’s so much fun. So I’m going to get back to work. We were up late last night working and now it’s early in the morning and we’re starting the game over again. I’m sure the next couple of days I’ll do a lot of podcasts and I’ll probably be really tired, so I apologize in advance.

If you’ve enjoyed this at all, please go to iTunes, rate us, review us, we had to re-create a new feed, so we are starting back over on the reviews and stuff like that, so please if you love this podcast, if you reviewed in the past, please come back and review it again, we’d appreciate that. And we’ll talk to you guys soon. Bye everybody.

Feb 7, 2018

Even though we have 150 employees, only 20 of them are in Boise, so this is how we keep momentum happening.

On today’s episode Russell updates a little on if his kids are enjoying wrestling and he also reveals one secret to making a remote team work. Here are the awesome things in this episode:

  • Find out which of Russell’s kids actually appears to have enjoyed the first wrestling practice out in the wrestling room, despite so much complaining.
  • And hear what one of the important factors is to having a remote team work successfully.

So listen here to find out one of the reasons Russell’s remote team works out so well.

---Transcript---

What’s up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast.

Alright everybody, I hope you guys are doing amazing. A couple of things, first off, did you have a chance to go to marketingsecrets.com recently? If not, it is a gift to you guys. We have been archiving and categorizing and making amazing magic over there and not telling anyone about it yet. So if you go to marketingsecrets.com you can find all back archives of the show, the videos of the show, transcripts of the show, plus a whole bunch of other amazing things are coming in there. Funnel Hacker TV is now all archived on marketingsecrets.com. Behind the scenes show is over there. We got tons and tons of stuff.

There’s my beautiful wife. Hello. Hold on.

Alright, I’m back I had to talk to my beautiful bride for a second there, for those who are listening, you probably have no idea what’s happening. Anyway, what was I talking about? It must have been awesome, because I totally forgot. Oh marketingsecrets.com. So check out the blog, so much good stuff there. It’s happening, we’re adding and we keep making it better and better. In fact, we got this new insider’s guide in there that are basically a book. An entire Dotcom Secrets, Expert Secrets book, just we’re doing it all in blog post format. First one that’s going live this week, 11,000 words, all focused on network marketers and funnels for them. I hope you guys enjoy it, go check it out.

Alright, I just wanted to share something cool. If you listened to the last podcast, I was kind of, I don’t know if I was whining. But after I got done with the kids wrestling practice, I was just like man that was hard. None of them wanted to be there, they wanted to be there, but it was a lot harder than I thought. Kids broke out in fights in the middle of practice. Collette was gone to do a barre class, so Ellie came out with Norah and had a big poop. So I’m changing a poop while I’m trying to coach. It was just crazy.

So anyway, Sunday, superbowl Sunday we went out to the gym because, I don’t know, I like watching the commercials, but I don’t really care that much about football. The night before was the wrestling superbowl basically. Penn State and Ohio State wrestled and it was the greatest dual I think I’ve ever seen, ever. So that was my superbowl, Saturday night. Sunday it was just like going to church and then playing with the kids and then coming in for the commercials. That’s kind of how we do it.

So anyway, I’m out in the wrestling room, and Aiden, my little 7 year old, who the whole time is like, “I don’t want to wrestle, this is scary.” All that kind of stuff, he’s like, “Dad, watch this.” And he did the moves. He did them the way that I taught him. He did his drop step perfectly and then he came and did a push pull, he did his under hooks. Everything I taught him, he did it perfectly. And he was all excited. I was like, “oh my gosh. It is already happening. He actually liked wrestling, even though he hated the entire experience, the next day when he knew the move, he loved it.” It was exciting and I just wanted to share with you guys because I thought it was awesome.

Alright, so I got one quick thing to share with you guys today, as we are about to start a week long crazy hack a thon with Todd, and Ryan and everybody in house. And this is something we learned from the Book of Remote. If you haven’t read the Book of Remote yet, or Rework, actually anything from those guys over at 37 Signals, they’re awesome. I can’t remember, I think it was Remote. When we launched Clickfunnels initially we were thinking about making everyone move to Boise and that kind of stuff. And then we decided not to and do more remote.

So we got about 20 or so people in Boise and then everyone else, 130 people are all remote, which is crazy. So we use a lot of what Jason Fried and those guys have trained on, it’s like our Bible for growing our company because they grew Base Camp and did something similar. But once we had talked about being Remote, was once a quarter they bring everyone in together to get that proximity, so they can work together for a week and then they go back out on their own.

So that’s what this week is. Everyone’s flying in and we’re all going to be together and we’re working on a bunch of really cool things, for Actionetics MD, which is going live at Funnel Hacking Live. What’s Actionetics MD, Russell? Oh, only the greatest thing ever. If you thought Clickfunnels was cool before, thought Actionetics was cool before, wait until MD comes out, because this is where we’re taking it to the next level. I’m excited for that.

So I encourage you guys if you have a remote team, get them together, come together. Tony Robins talks about that, proximity is power. So even if you have a remote team, that’s okay, get them together, fly them together, go to a hotel room, something. Get them together because that proximity is power and it gives you time to brainstorm and be together and amazing stuff happens from it.

So if you haven’t read the Book of Remote, go and read it, because you can build amazing companies and cultures, even remotely like we have, which we were really scared of initially, but it’s worked and it’s worked really, really well. But the big key of it is what we’re doing this week. So I’m sure if you’re watching Funnel Hacker behind the scenes show you will see a little behind the scenes of what’s happening. If not, you’re missing out. So be there or be square.

Alright guys. Appreciate you all. Have an amazing day and we’ll see you guys soon. Bye everybody.

Feb 6, 2018

Semi-deep thoughts from inside the wrestling room.

On this episode Russell talks about how trying to teach his boys to love wrestling the way he does has been met with a lot of resistance, but why he isn’t giving up. Here are some of the cool things in this episode:

  • Why even though Russell’s boys have not really enjoyed wrestling so far, it’s important to push forward anyway.
  • Why anything new that you try to do brings resistance, but if it’s important you need to continue to move forward.
  • And how getting his boys to do wrestling is similar to starting something new with your business. You need to be passionate about it if it’s going to work.

So listen here to find out why you should continue to push forward in the new things you try, despite the initial resistance you will get.

---Transcript---

What’s up everybody? This is Russell Brunson and welcome to a special wrestling room edition of the Marketing Secrets podcast.

Hey everyone, so I’m here in the wrestling room at my home, well I guess technically it’s in my detached garage, but those who haven’t seen it, if you’re watching the video version, this is what it all looks like. It’s my little piece of heaven here on earth. I love it.

Today was the very first ever wrestling practice I did with my kids and their friends here. These are the t-shirts we made because I’m a little eccentric and we can’t have a practice without a t-shirt. So we made t-shirts and everything. But it was fun, we had I think 12 or so boys here, from my little kids age up to the older kids and it was fun. But it was hard.

It’s interesting, obviously wrestling has been my passion for my whole life, I want my kids to be in it, but for some reason they just have so much resistance to it. It’s like, ugh. I remember this year my 12 year twins started wrestling finally and the very first day they went to practice, I didn’t know practice had started yet, I thought it was starting the next day. They came home, both in tears, “We hate wrestling, we’re never going back.” I was like “oh man.”

So I called the coach up, got to know him and he said, “You should come help coach then.” I was like, “dangit.” So I decided to be an assistant coach and spent the next two months, two and a half months or so, everyday at wrestling practice, which ended up being amazing with the kids. But it was hard because between each break, “Can we quit yet dad? Can we quit yet?” I watched my kids get out there and get beat up, and I’m just like, “Am I doing the right thing?”

Part of me is like, you gotta make your kids be tough and force them to do hard things, but then part of me is like, man, they’re not having any fun. Am I a bad dad for doing it. This is the emotional turmoil that goes through my head as I’m trying to learn this whole parenting game, which is way harder than I thought it was going to be. Making millions of dollars is way easier than raising kids.

Anyway, they finished the season, they had a good time. By the end of it, Bowen, who is the one who hated wrestling the most, told me that wrestling is his favorite sport. And then Dallin, he got injured pretty bad, I think I did a podcast on that, but he liked it as well. So finally I’m trying to, now that the season is over I’m like, “We got a wrestling room in our backyard, let’s get a bunch of kids together.” I’ve been trying forever and finally, today was the first day we made it happen.

I have my little boy Aiden out here too, and some of his friends and it was crazy. It’s something you just need to do, as you start new things again you forget how much resistance normally comes when you start something new. I’ve been trying, honestly for 2 years, to have this wrestling practice. Six months ago I printed these shirts, I’m like, “We’re doing it this weekend.” And we didn’t do it again and it finally happened today.

And even today, last night Aiden, my seven year old, going to bed he’s like….I’m like, “You have to go to bed now.” Because it was like 10 o’clock, “We gotta get up for wrestling.” “I don’t want to wrestle in the morning. I have homework and all these things.” I’m like, “you have homework? You’re in first grade, dude.” He’s like, “Yeah, I have 5 hours of homework, I can’t do wrestling, I have to do homework in the morning.” I’m like, “Whatever dude.”

Just fighting. This morning he was fighting, and everyone was fighting, they didn’t want to come. Then they came out here and the boys were fighting and the twins were fighting, and then luckily their friends showed up, which was good. And then we did practice, and practice was way….it’s just funny, in your head you’re like, “They’re all going to listen, we’re going to do all these things, we’re going to get through stuff.” Oh it was hard, we had an odd number of people so I had to be a drill partner, plus coach, plus trying to coach everyone, anyway, it was tough and there was so much resistance.

And then at the end my boys start fighting and their crying, and I tried to do the little wrestle off’s to teach the kids wrestling and two of my boys are crying by the end of it because they got hurt. So much resistance.

Anyway, the reason I’m making this video is two-fold. Number one, I think someday it’ll be fun to come back here, and if I can get these kids past the initial pain of a new thing, it’ll be fun to show them this and be like, “this was day number one of practice guys, this is how beat up your dad was and how tired and how bad I wanted to quit already.” Because man, you start anything new, the initial resistance is insane. You have to push this boulder up a hill and if you’re not insanely passionate and obsessive about what you do, you’re not going to make it up that hill, there’s just too much resistance that happens initially.

Lots of people tell me, “I’m going to start a business, I’m not passionate about anything. Can I just…” They just want to do something. I’m like, “Yeah you can but there’s a lot of resistance that goes into starting a business and you gotta push this boulder up a hill and if you don’t love it, you’re going to…” Like if I didn’t love wrestling, and love just spending time with the boys, I’d quit after today. As much fun as it was, it was horrible, it was so hard. It was not horrible, it was good, it was just not the picture I painted in my head.

I think a lot of times we get into business, we have this picture in our head, this is what it’s going to look like, it’s going to be amazing. And then you get in there and you’re like, “Huh, nobody wants my stuff. Wow, traffic is expensive.” Problem, problem, problem, problem. And if you’re not insanely passionate initially, the resistance will stop you, will bury you before you ever get there.

As I’m trying a new thing, in a new chapter in my life, of being a coach of my kids. As I’m going through that resistance I just wanted to share with you guys because we all go through it. Most of you guys listening to this podcast, you’re here because you want to learn marketing and business and scaling and things like that, you probably weren’t thinking about me talking about wrestling coaching, but it’s the same principal. Anything new we start, we will be immediately met with tons of opposition and resistance, no matter what it is, especially if it’s a good thing. The better it is, the more opposition and resistance you will get. That’s a sign that you’re doing the right things.

So with that said, I’m done. I’m going to go sit in the hot tub. I got a stuffy nose, I’m kind of sick. But I’m just going to celebrate today, act like it was everything I dreamt of and more so I can forget about some of the hurdles, so that way we’ll be able to keep moving forward and keep doing this.

I just know that if I do this consistently for a month, for six months, for a year, my kids will be good. They’re going to like it, I’m going to like, we’ll have wrestlers that know what they’re doing and practices will become fun and it’ll be awesome. But it all starts somewhere and today was my starting day.

Whatever it is you’re starting at, or wherever you are meeting the most opposition right now, hopefully this gives you a little bit of hope and faith and the energy you need to push through that opposition, because the amazing stuff is right on the other side. We just gotta get there. It’s happened so many times in my life, in so many different areas, and I’m excited for it to happen out here in the wrestling stuff, as long as the kids don’t quit.

So there’s my job. It’s harder when it’s yourself, you don’t have to quit. But the kids are like, “We don’t like this.” It’s harder. But they’re liking it more, it’s getting better.

So alright guys, with that said, I’m going to go and maybe take a nap or something, I don’t even know. But whatever you’re doing, break that resistance, talk to you guys soon. Bye everybody.

Feb 5, 2018

Something special I learned this week when I stopped doing my morning routine.

On today’s episode Russell talks about changing up his morning routine by driving his kids to school and why it has been so great. Here are some of the amazing things Russell talks about in this episode.

  • What caused Russell to stop and notice that he was missing out on something really special with his kids.
  • What kind of a difference he feels in his life since he began driving his kids to school each day.
  • And why it’s so important to stop and look around you and notice the relationships that you may have been neglecting.

So listen here to find out why Russell is going to continue to drive his kids to school, and why you should stop and pay attention to your own loved ones, because you never know what you’re missing out on.

---Transcript---

What’s up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast.

Alright guys, I have to get excited like that every time just to keep you guys awake, if you’re listening to somebody else’s podcast and then come to mine, hopefully that will wake you up.

I’m here in the office, kind of in the back room, and we’re filming a bunch of cool things here this week with Operation Underground Railroad. For those who are going to be at Funnel Hacking Live, we’re going to be premiering a documentary we’ve been working on with them about how they’re saving kids from human trafficking and it’s an amazing, emotional, cool thing. So I’m excited to share that with you guys.

But today I want to talk to you guys about something else. The title of this podcast is going to be, Drive Your Kids to School. Obviously, some of you guys don’t have kids. That’s okay, I’m not just saying this as a thing, drive your kids to school, but it’s like a metaphor of a bigger thing.

I’m pretty busy, as an entrepreneur, I have a lot of things happening between our company’s 150+ employees, 55,000 active customers, millions of subscribers, and a lot of other stuff all going on that we have to keep up with and it’s crazy. And if you watch any of my stuff you know that we’re everywhere all the time, buying ads, trying to be super aggressive in our marketing, because we believe in what we’re doing and what we’re saying.

In fact, I saw someone yesterday, no today, on one of my Instagram ads it said something like, “Russell, you’re trying too hard, I see your ads everywhere, it makes me not want to buy anything from you. You need to chill out or something.” I was like, chill out? Are you kidding me? I’m a man on a mission, I’m trying to change the world here, I don’t have time to chill out. So I’ll chill out when I retire someday here. But right now it’s important and I’m pushing hard, because I believe in what we’re doing and I believe it’s not just a financial thing, it’s bigger than that. And you guys know that, who listen in. You understand what I believe and my mission and all those kind of things.

What I want to share with you today is, last week I had my kids, and one of my kids didn’t want to keep taking the bus to school. He was kind of like, a lot of kids in the bus don’t use good language, and the bus driver is kind of jerk and stuff like that. So my wife started driving them to school in the mornings which was really cool. And then a couple of times Collette couldn’t, and we have a nanny that comes in the morning so she started driving them.

I was just watching that and I remember one morning last Friday or something, I was making my supplement drink and mixing my powders and my pills and doing my big morning routine crap that’s so important. Everyone talks about morning routines. And I watched Brandii, who’s an amazing human being, she’s our nanny, take my kids and drive them to school. And I was like, I’m missing that experience with my kids because I’m too busy doing my morning routine or whatever it was.

So Monday came and I said, I told Bowen and Dallin, my twins, “Hey I’m going to drive you to school today, and I’m going to start driving you from now on.” They’re like, “Really?” I’m like, “Yeah.” So I jump in the car and I drive them, and it’s not a very long drive, but it was so cool because, I pick up one of their friends in the morning, so I listen to them talking to their friends and it was this cool thing, where I had this intimate glimpse inside their real world.

We see the world of our kids when we’re at our home and stuff, but you don’t see it, them with their friends and it just gave me this intimate, really cool glimpse of, wow, that’s what’s happening at school, that’s what they’re really talking about. So I just sat there quiet listening in. And that was the first day.

After I got home, Aiden and Ellie, there’s the bus stop, but it’s literally a 2 minute walk from our house, not even that, maybe a 1 minute walk. But they usually get a ride when it’s snowing, because whatever. Aiden’s like, “You took them to school, can you take me to school?” And he’s so cute, he’s my little seven year old and I was like, “Yes, I will take you to school.” So I get home and I drive them to school.

So I did that Monday, and I did it Tuesday. Tuesday I was like, “Okay, I’m going to get these kids in a good state for school. So I picked them up and I had music blaring, and got them all excited, got them in state. Every day this week I’ve been doing that and taking Ellie and Aiden as well, to school. And it’s crazy, it’s only been a week, today’s Friday, so it’s the last day of the week doing this process and I was like, it’s been so cool.

This morning I’d been lifting weights and I came in and my kids way more connected with me, Ellie’s like, “Hey can you make me a Popeye egg dad?” which is a kind of egg thing we make. I was like, “Yes.” So we made that. And then Dallin, “Hey dad will you make me one too?” So I made him one. And Ellie came and had me comb her hair and put it in a little ponytail and then I took the kids.

So much more connected to my kids and when I got home my wife was way different than normal. It’s funny, I’m always trying to impress her with all these crazy things that we do and she doesn’t notice it, this taking my kids to school, how much of a profound impact that had on her, and it’s just special and cool and I’m so grateful I figured that out now and not 4 years from now, or 5 years from now when the kids are about to graduate and they don’t want me to be around.

So I just want to share with you guys because first off, it was just special to me and it was really cool and something that I’m going to keep doing. But second off, I wanted that to be something I share with you guys because I know, again, everyone’s situation is different, some of you don’t have kids to drive in the morning, but conceptually, what is it that you’re doing right now in your business or in your morning routine or something, where the most special things to you, you’re not noticing them? You’re missing them?

I look back at the last few years; I probably missed a lot of that. I could have driven my kids to school a lot over the last few years and I missed it. Luckily, now I’ve fixed that, and I’m so glad it was earlier than later, now I have the next few years to really have that time with my kids that I was missing out on.

But for you what is it? Is it a spouse? Is it a kid? Is it a family member? Is it someone else you love and care about? Is it a project you know you should be doing? What is it? What is the thing that you’re missing because you’re so busy doing your thing?

I just recommend to stop and look around a little bit and don’t miss the moments, because this last week has been really special for me and it was because last Friday, a week ago today, that I noticed. I stopped long enough to notice it, and then luckily I listened to the voice in my head and I did something about it.

So look around and listen for the voice in your head, hear what it says, and then do it. See what happens.

I hope that helps somebody. I got a stuffy nose, so I apologize if I sound funny. But I hope this helps you guys. I know it’s been a huge help for me this week, and is literally going to change the trajectory of my life. That little shift is going to be huge. Alright with that said, get back to work, or stop your work and go hang out with your family or kids or someone. That’s it. Thanks you guys, appreciate you, talk to you guys soon. Bye.

Feb 2, 2018

What I’ve learned during the systemization process inside of Clickfunnels over the last few months.

In this episode Russell explains how to replace your own level 6 skill sets with people who have level 10 skills in one thing. Here are some of the awesome things you will hear in today’s episode:

  • Why having the ability to take his daughter to the Little Gym helped Russell reflect on why it’s awesome to be an entrepreneur.
  • Why entrepreneurs need to figure out how to do everything to get their businesses off the ground.
  • And why it’s a good idea to replace yourself with people who do better work, once you’ve made a million dollars.

So listen here to find out how you can find a lot more people who are better than you to run your business for you.

---Transcript---

What’s up everybody? This is Russell Brunson and welcome to Marketing Secrets podcast.

Hey everyone, I just got done. I took off early today and went and took Norah to Little Gym, which is so stinking fun. She is so cute. Now I’m heading back to the office to go get some stuff done.

But just grateful today for being an entrepreneur and having the ability to just take off and go to my daughter’s little gym thing and have fun with her and not have to worry about anything. One of the hidden benefits of being an entrepreneur.

Alright, so I wanted to talk to you guys today, and this is something that we have been talking about a lot recently. Probably because we are in the middle of it in our company, but it’s like getting the systemization in. The first time I ever heard about systems, I read the book Emyths, by Michael Gerber. I remember it was probably 12 years ago or something and at the time, I started my business and I had learned how to do everything, because I didn’t have any money, outside of programming. I never learned programming, so I hired this guy named Dorel in Romania who still works for me to this day.

So he did all the programming stuff and I had to figure out everything else because I didn’t have any skills. So I had to learn how to write copy, I had to learn how to, I didn’t do images either, I hired images. But I learned all these different pieces. Marketing and traffic and sales. It sucks when you first get started because it’s just you and you don’t have any capitol or money so it’s like you have to get really talented. I think that’s one of the big reasons why, if you’ve heard the intro to the show I make fun of people who take on VC money because they don’t have to learn any of the stuff. They cheat, they get a bunch of money and hire people and there’s never anyone on the team that actually has the skill set to run the show.

There’s got to be someone who has done everything once or else it’s hard to….I don’t know, that’s just my thoughts and feelings. So I was doing everything from writing copy, doing customer support, driving traffic, doing sales, project management, everything, it was just me and Dorel. And then someone, I think it was Talman Knudson or someone at an event mentioned this book called EMyth and I thought, oh it’s the internet market….I thought E was internet, or email, I don’t know. So I remember we were going on a trip down to Lake Powell, my wife and I, and so we’re heading out, swing by Barnes and Noble, I go in the book store, the business section and there’s this book called the Emyth and I was like, “This is the one they’re all talking about.” So I bought it.

Jumped in a car and drive 12 hours down to Lake Powell, Utah, jump on a houseboat, go in the middle of the boat, pull out my new book, learn my internet marketing, start reading and it has nothing to do with internet marketing. I was kind of disappointed at first, but I had nothing else to read, so I kept reading this thing. It was all about systemization, talked about how most entrepreneurs feel. They’re juggling this thing and this thing, juggling 10 different plates, trying to keep them all up top because you know if one falls the whole thing is going to collapse.

He talked about basically going in there and each of these things you’re spinning, create a system around it, plug some of that system in and then run with it. And then doing that through all the different things until eventually you’ve got this thing systemized.

That was kind of the gist, and I’ve never gone super deep with Michael Gerber’s stuff out side of that, I have a couple of friends who disagree with what he says. But the conception is this is brilliant. Build systems to replace the things that I’m doing. I honestly struggled with that for a long time. I think most entrepreneurs do because I think this is the whole point of the podcast. I think I know why, now that we’re doing it the right way.

I think the reason why is because you as the entrepreneur who had to figure out all this crap ahead of time, you had to figure out how to do all these things. You’re taking on like 20 or 30 different skill sets initially that you have to learn to be able to launch a business, which is hard. And some things you’re really good at and some things you are horrible at. But you had to figure out how to do it because there’s no one else doing it.

I had to learn how to write copy because I remember somebody explained it to me one time and I was like, “ugh, that sounds horrible. I hate writing.” And they’re like, “Well, you could hire them, but they’re really expensive.” And I didn’t know how to hire them, so I went, the only person I really knew at the time who considered themselves a copywriter was Joe Vitale and I went to his site and he was charging like $6 a word for email copy. I was like, $6 a word, even the little words like ‘a’ and ‘the’? I guess I gotta learn this crap.

So I had to buy books and study and practice and read and learn and it was painful but I had to do it because there was no one else who could do it at the time.

So then we get to this point where we’re trying to systemize things and we start bringing people in and I think the biggest problem most of us have, is we assume that the people we’re bringing in will have all of the skills we have acquired to get this thing off the ground. I think that’s why I’ve always been frustrated. I bring people in and I’m like, “You can’t do this. Yeah, you’re good at this one part, but you’re horrible at all these other things.” We try to find rock stars to replace us, which is not easy at all.

What I’ve been learning through this new process, this systemization we’ve been doing with James P. Friell, is it’s less about that and more like figuring out all the pieces and bringing in people who are just amazing at that one piece. So what’s going to be weird, how do I say this the right way, because I don’t want to make it sound offensive, because it’s not even a little bit? I feel like for me and for most entrepreneurs, we probably get to level 6 or 7 skill set at a whole bunch of things, that gets this idea off the ground. So that’s kind of where we’re at.

The goal is not to bring in someone that’s the same thing. It’s picking each one of those skill sets that you’re a 6 at, you take that apart and find a 10 level person and plug them into just that one thing. The problem with that, in our mind as entrepreneurs because I know how we all think is, did you say it’s going to take 10 people to replace what I’m already doing. Yes, but those 10 people will be able to do level 10 of what you’re doing, not level 4 or 5 or 6 or whatever you’re doing right now. So it’ll actually become better, but it takes more people to do it. There’s not anyone who writes copy and do customer support.

Even though you had to do that, they are not going to do it. You’ve got to find a level 10 support person, a level 10 copy person, a level 10 funnel person, a level 10 designer, all those pieces you plug them in and be okay with the fact they don’t do all the stuff you did. They’re just going to do that one piece, but they’re going to do it way better than you.

If you try to give them 2 things or 3 things, they’re going to suck at all of it and they’re going to way worse and you’re going to get frustrated and annoyed and fire them. It’s like, understanding that, their level 10 skill set is going to replace your 6, now you get 10 people and all the sudden, now it becomes magic.

I’m looking at what’s happing right now in my business. I’ve always been, I’ve had an amazing team and I’ve been building this team for a long time, and it’s been good. But as we’re specifically trying to replace me on things that I currently do, which I do a lot of things, I still do a lot of things. I’m trying to now do, pull myself out of those pieces and it’s been scary. But I’m trying to find level 10 people at each spot, plug them in and now it’s like, they take what I did and make it better.

I think that most entrepreneurs are probably level 10 at one thing. I think I would say I’m level 10 at one thing, so I’m keeping that piece because I love it, but the rest of it, we’re getting other people. Anyway, I hope that gives you hope, because I know that I’ve systemized stuff in the past, I always get frustrated because I think I would try to give people 3 or 4 things, “Hey you’re going to write copy and do this and do this.” And they can do one or two and the other ones make them struggle and just, they were never able to be rock stars, and it was my fault. I didn’t let them shine, whereas now, stepping away from this and realizing to just have them focus on that one thing.

Just because you did 10 doesn’t mean they should be. In fact, it’s going to hurt themselves and you and everyone. I think that’s part of the problem, not the problem, I guess the opportunity of the entrepreneurship. We have to master 10 things to get this thing into orbit. As soon as you get to that million bucks it’s like, okay, now I just bought my freedom. Now it’s time to take this cash and replace myself with level 10 people.

At first it’s going to be scary because you’re going to spend all your cash on these level 10 people. But if you get level 10 people, then the cash will dramatically increase. If the cash does not dramatically increase, it means you didn’t find the level 10’s.

Anyway, I hope that helps. It was kind of a big aha for me recently. Just watching, I went to go with Norah and I did a little meeting with my team and I’m looking at, that’s the person who replaced this part of me and that person plays that part of me, and that part of me. I look at all these things and I’m like, all of them are better at those things than I am and it’s just so great and I get to go play with my daughter now and they’re doing their piece of brilliance and I can go spend time with my daughter.

Pretty special, pretty cool. That’s the goal, at least that’s been the goal for me. I’m finally getting and I hope that gives you guys some faith and some hope, especially those who have tried to systemize, have tried to replace yourself and tried to hire people and have been frustrated. I get it, and maybe this little piece that I got over the last day or two will help you as well. So I hope that helps. I’m going to get back in there and build some funnels. Thanks everybody and we’ll talk to you guys soon. Bye.

Jan 30, 2018

A cool new way to look at developing your new opportunity.

On today’s episode Russell talks about how he was able to look at his own principles through a different lens after he heard Steven teach them at the FHAT event. Here are some awesome things you will hear in this episode:

  • Find out how Steven helped Russell see the market, submarket, and niche concept differently.
  • Find out the difference between a red ocean market and a blue ocean market.
  • And hear Russell discuss in detail what it means to throw rocks at the red ocean.

So listen here to find out how to still be a part of the red, bloody ocean, while creating your own blue ocean.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to Marketing In Your Car….No wait, it’s Marketing Secrets now. Welcome to Marketing Secrets podcast.

Hey everyone, you get 300+ episodes of calling it Marketing In Your Car, sometimes it’s hard to break the pattern. Anyway, I hope you guys are doing amazing today. I’m heading in, we got Operation Underground Railroad coming in today. We’re still working on the documentary, so many cool things.

Those of you who are going to be at Funnel Hacking Live, we’re actually going to be showing this documentary we’re building with them, which is super cool and I think you’re going to love it. And then we’re going to help save tons of kids, which is awesome. Good things happening on that front.

Today I want to jump in because something kind of cool happened. We had our FHAT event last week, which the first FHAT event was about a year ago and I taught it. FHAT is F-H-A-T Funnel Hack A Thon, that’s the acronym, so we thought we’d shorten it and call it the FHAT event. Everyone calls it the F-HAT event and everyone’s confused by what it is. But that’s what it is, it’s the Funnel Hack A Thon, F-H-A-T.

Anyway, the first one I taught for three days and it was awesome I think, people liked it and I thought it was good. Right before Funnel Hacking Live last year, which was kind of dumb. And then we’ve done I think 5 times, we did it after that. And Steven started teaching, first he taught half of it, then more of it, then the majority of it. And we did our last one, it’s kind of sad, we may bring it back, who knows. But we did the last one last week and it was really cool.

And it was fun because, like I said, Steven’s been teaching it and each time he teaches it, he gets better at it and better at it. But three weeks ago he officially ended his job here at Clickfunnels and went out on his journey as an entrepreneur and he took all the stuff that we do in the FHAT event, talk about in the FHAT event and he launched his first webinar and he’s made 100k in the first three weeks. And it’s like, oh my gosh, this stuff actually works. Who knew this whole time?

And what’s fun, this FHAT event, this is after he had a chance to go and do all this stuff. So now he, his belief level was there before, but now it’s ten times better. And it was crazy watching him on stage, I was super impressed. In fact, I was going to listen for 5 or 10 minutes because I had this big project I needed to do, and he started to speak and I started listening, and I was like, dang this is good. And I just sat there and I listened for over an hour.

And it was cool, it was cool hearing him take a lot of the principles and stuff that we talk about in Dotcom Secrets and Expert Secrets and then weaving it together, and then taking his spin. How did he think to do this when he was creating his offer and his thing like that? And one thing he said that was just really, really cool and it’s not different than we talk about in the Expert Secrets book, or I’ve talked about with you guys, but it was just a different lens. And because of that it was so, so cool.

So if you’ve read Expert Secrets, if you haven’t you’re insane. Go buy it. I spent a decade of my life learning this stuff to give it to you for free. Go to Expertsecrets.com. But if you have read it you’d remember it talks about initially there’s three markets. There’s health, wealth and relationships. And every time we share that people are like, “No there’s other things. What about razors?” And he actually brought that up as a thing, why do people buy razors? What’s the reason? They’re shaving because they want to look good to get a girl. Relationships. So it’s in the relationship market. It works for everything, it fits somewhere in those things.

That’s the core markets and if you think about back in the day, whoever was first in the core market, it was probably one dude that taught health and he was the weight loss guy and everyone gave him money because he was amazing. Then someone else was like, “Wait a minute, I know how to lose weight too, maybe I should jump into health.” And then he jumped in and this blue ocean of a market became this red, bloody ocean with tons of people.

So then the evolution of markets started happening. So we got health, wealth and relationships and they evolved to a niche or submarket. Sorry, it’s been a while since I read my own book, to a submarket. So let’s say inside of wealth, it’s not just teaching you how to become wealthy, there’s these submarkets inside. There’s real estate that you can use to become wealthy. There is internet marketing to become wealthy, there’s stocks, all these submarkets within there.

Initially whoever broke out in a submarket, blue ocean, all the money started happening. But then some other guy is like, “Well I know stocks too, maybe I should jump in and teach this stuff. Maybe I should create software that does this.” or whatever. So those red oceans, excuse me, those blue oceans start become bloody and red again, and it gets harder and harder with more competition.

So that’s the market that you guys are in today. You can come in and jump in the red ocean, but the problem is you’re competing for people’s attention for the same kind of thing, it’s difficult. So the next phase of that is coming down to the third level, the niches. You develop, you create your own niche and I purposely don’t say don’t find your own niche, because if you’re finding your niche it means you’re jumping into a red ocean. But you’re developing, you’re creating your own niche within this ecosystem.

One thing he said that was so cool, and I want to come back. He said, “You niche needs to come out of a red, bloody ocean. If you don’t know what your red ocean is that you are breaking out of, then you’re not doing it right. You didn’t pick the right thing.” So for example, let’s say it’s this example of the relationships…health, wealth and relationships. The relationships, shaving, because shaving is now this bloody thing right. There’s all these thousands of people selling shavers and stuff. You need to know, that’s the bloody market. You’re goal when you’re building your business is to look at that bloody, red market and you’re going to be actually throwing rocks at them, throwing stones at them. This is how you separate and become this unique different thing.

You have to be able to see the submarket, the red, bloody ocean, and throw rocks at it. So if you’re in the shaving market and you’re looking like, man this is a bloody market. How do I create something new, a new niche, that gives me the ability to throw rocks at the red, bloody ocean? He talked about some examples, one is Dollar Beard Club. You shave? You’re a moron, real men don’t shave. Now they can throw rocks at the red bloody ocean that they are breaking off of.

Think about this, I’ve seen this in the last year, with stocks. So there’s wealth and inside of wealth there’s the stock markets, and inside of stock now there’s this magic thing that’s becoming sexy and exciting called cryptos. People who have crypto offers have to go back to the red bloody ocean of stock, investing, things like that, and they have to throw rocks at the red ocean that everyone else is fighting in. You have to throw rocks at it and that is what separates you and creates your blue ocean. Now crypto has become bloody, so now it’s like if cryptos is a bloody red ocean, what’s the thing that I got that I can look back at the crypto red ocean and I can throw rocks at it. Everyone’s doing cryptos this way, this is wrong, this is bad, throwing rocks at it and boom that creates the separation for your new blue ocean.

And I thought it was a really unique, I’d never thought about it in that way. You have to identify the red ocean that you are building, that you are coming off of to build your new opportunity. So you gotta find that and then you have to throw rocks at the red ocean and that’s how you create that separation that creates your blue ocean. And it’s just fascinating.

So if you’ve got a business right now and I were to ask you, which one of the markets are you in? Health, wealth or relationships? You gotta tell me that, and from there what submarket are you in? I’m in internet marketing. I’m in stocks. I’m in real estate or whatever. You’ve figured out that. Now it’s like, okay now that you figured that out, what are you doing to throw rocks at that to make separation to create your blue ocean.

You guys getting this? Is this making sense to you guys? If not, let’s do it again. It’s huge. Even for me it was a big light bulb in my head. So thank you to Steven for explaining it that way, again same framework, but looking through it through someone else’s lens is fascinating the different tips and ideas you get, again, because it’s not different. It’s still the three markets, submarkets, niche, but now it’s like, how you create that niche is coming back to the red ocean, identifying it, throwing rocks, creating the separation and boom that creates your actual blue ocean.

It gives you all the things you need for your sales pitch, for you launching it and introducing your new opportunity, all those things come out of that magic. So I hope that helps. Like I said, it was super cool, I loved it. There was so much more gold that he was dropping in there, it was amazing. It was really cool to see someone else teach a lot of your principles through a different lens. So fascinating. I told him after, “I enjoy you teaching a lot better than I ever taught it. So that’s awesome.”

Anyway, I hope that helps you guys. Figure out your three core markets, which on you’re in. Figure out your submarket, find that red, bloody submarket that money’s already in, that customers are already in. That’s the other thing, a lot of times people build these businesses and they launch and there’s no customers. Find a red, bloody market where there’s tons and tons of customers already there. The more competitive the better, and that’s where you create your separation of your thing. Because then it’s like you’re going back to those red, bloody oceans to get those customers to come to you.

It’s like how I get traffic. You identify that red, bloody ocean where all that traffic’s at, and then you jump in front of there and throw rocks at the red ocean they’re currently swimming in, and they’re like, “Oh my gosh, he’s right.” Boom, that’s what brings them into your new opportunity, to your blue ocean. So cool, so amazing.

Anyway, I hope that helps you guys, I’m going to go work today and get things prepped for Operation Underground Railroad, amazing stuff is happening. Appreciate you all. If you got anything from this please go to iTunes and leave a comment and/or share this with your friends, family members and other people who you think this would help. Thanks again you guys, appreciate you all and we’ll talk soon. Bye.

Jan 29, 2018

Something crazy happens to the people around you when you start having success.

On this episode Russell talks about one of the big downsides to success that may catch you off guard. Here are some of the interesting things to listen for in today’s episode:

  • Why the saying “Misery loves company” is true when it comes finding success.
  • Why you need to prepare now for when you have success, because people relate to you more when you fail.
  • And why you should be excited for other people when they achieve any kind of success.

So listen here to find out how to attract successful people in your life, and why you shouldn’t be surprised when people aren’t happy for your success.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets Podcast. Today I want to talk to you about something that as you start having success is going to happen to you and it’s going to throw a lot of you guys off because it’s not something that makes a lot of sense.

Alright everybody, welcome back. I’m pumped for today’s episode because part of me, partly it causes a little fire under me, and I realized I forgot that this happens, and I think it happens to a lot of people and it either keeps them from success or it keeps them…..the fear of it keeps them from success or worse, they have some success and it happens and then it causes downward spirals.

Check it out, for those watching, there’s our field, all the snow’s melted. Going to start playing some more out there.

Anyway, this is interesting. As you are growing up in life and you are surrounded and you start getting your network of friends and family and all sorts of stuff, what’s interesting is your friends and family, you like them a lot because they connect with you, they understand you, and the craziest thing happens. When people are miserable or they mess up or they have problems or whatever, people relate to them.

It’s the weirdest thing. So if you’re sick, everyone relates to you. “Oh I’m so sorry you’re sick.” And if you’re like, “Oh I’m overweight.” They’re like, “Oh I’m so sorry you’re overweight.” Or “Oh I’m broke.” “Oh my boss sucks.” “Oh my job.” “Oh school.”

When you’re miserable, everyone will instantly jump in and empathize, have empathy with you and it’s really, really nice. And we get connection from that and we build friendships and things like that are interesting. And it seems like the worse you are and the worse things that are happening to you, the more people give you love and connection, which is why a lot of people live in a zone where they just stay miserable, because the more miserable they are, the more love and connection they get, they have more significance they get, and a whole bunch of other weird things, even though it seems backwards.

So something weird’s going to happen to all you guys. If you’re listening to this podcast it means you’re going to be successful. You’re going to go out there and start doing things differently and you’re going to be trying things and working…Holy cow, someone just almost hit me……You’re going to be trying things differently, be thinking differently and it’s going to be weird. And you’re going to have these friends around you and you’re going to be excited and telling these stories, and at first they’re going to be watching you fail, and they’re going to be there for your failures, they’re going to rally with you, they’re going to be there.

And then something’s going to happen, you’re going to figure this game out, and you’re going to start having success, and the weirdest thing happens. You think that all your friends are going to come back to you and be like, “Oh man, you’re having success.” You assume they’re going to be happy for you, because they’ve been miserable for you, with you. But you assume, and all of us are the same way, we assume that because these people were miserable with us that they’re going to be happy with us.

And the weirdest thing happens, when you have success all these people who you thought were your really close friends, who you thought were going to be grateful and excited and happy for your success, and you get it and guess what happens? They’re not happy for your success. It’s the weirdest thing. And it causes these weird emotional, mental things for us as entrepreneurs. We’re like, “I don’t get it, these are my best friends. Why aren’t they happy I’m having success.”

And it’ll sabotage you. A lot of times you’ll slip back into you not being successful because you’re like, screw that, I want my friends to like me, I’m going to be miserable. And then you’ll mess up and they’ll be like, “Oh come here, we’re all friends again.” It’s the weirdest thing.

I wanted to share that with you. I’ve had a couple of things, recently that are…there’s this guy I used to go to church with, and I didn’t really know him that well, I knew of him and it’s crazy. Apparently he messaged me on Linked in, this is like 7 or 8 years ago, when I first started to go to church there, and he messaged me on Linked in, and I didn’t, I had a Linked in account, but I hadn’t logged in, but I didn’t know about it. And somebody told me 4 or 5 years later that he was saying I was really rude or something. I’m like, “I’ve never even talked to him before. Find out why.” And apparently it was because I never responded to his Linked In message.

So rule number one, don’t assume people are reading what you’re messaging them. Crazy. I went and logged in to Linked In and searched through 5 or 6 years of back message and I found it, and I was like, “Oh man.” So I messaged him, “Hey man, I’m sorry, I’m on Facebook. I don’t check Linked In. I apologize.” And he’s like, “No worries man, it’s all cool.” So I’m like, alright whatever.

So then I end up moving, going to a different, in the Mormon church we call them wards, same church but different ward, different area, different group or congregation or whatever you want to call it. So I’m in this other congregation just doing my thing, and honestly, you guys know this because you’re  here. I’m just doing my thing, I am obsessed with the art of what I do. So this is like me painting. Business and entrepreneurship is my art. So I’m doing it and I’m obsessed with the success of people going through it.

In the last, we had a FHAT event last week, and in the three day FHAT event, we had 18 people get 2Comma Club awards. It’s crazy, we’re doing multiple 2 Comma Club, making multiple people millionaires in a day right now. That’s what I’m passionate about. And I’m so fired up for other people’s success. We’ve got 10 – 12 people who have passed 8 figures this year, it’s crazy. That’s what I’m excited about.

So apparently one of my friends came up to me and he’s like, “Hey, you know so and so?” I’m like, “Yeah, how’s he doing?” “Um, he’s doing alright…” and he tells me about this conversation they had and I guess in this conversation he’s like, “I’m not impressed with Russell. I’m not impressed with anything he’s done.” I was like, “Well tell him next time you talk to him, my job, I’m not trying to impress him. I’m doing my art and trying to make people successful.” It just blew my mind, that guy, I don’t know him that well. But he should be happy for me. I’m helping other people, I’m helping tons of people have success. Why aren’t they happy? It’s the weirdest thing.

There was a person, not my immediate family, but in my family, same kind of thing. I won’t tell too much of the story because who knows, maybe they listen, I doubt it, pretty sure they don’t. But apparently anytime someone talks about Clickfunnels in the family, this person will stand up and walk out. Because they are so frustrated and upset about whatever, I don’t even know. It doesn’t make sense to me.

So I just want to warn you guys, as you start having success, a lot of people you love and care about around you, who you think should be excited for your success, they’re not going to be. And it’s going to be hard and you’ll be like, “What? I thought you guys loved me.” And yeah, they loved…I don’t know.

I remember sitting at a Tony Robins event, UPW, and he was talking about this. When you have enough weight, they all love you, but as soon as you start losing weight and eating healthy, they instantly just turn on you. So I just want you guys to be prepared for that, be warned for it. Understand that it’s not their fault, they just love, I don’t know, there’s something about…they can relate to the unhappiness, they can relate to not having success.

So it’s like, when you start succeeding and doing these things, it scares them to death, and they’re scared that you’re going to progress past them or scared you’re going to leave them or whatever those things are, and a lot of times it becomes a self fulfilling prophecy because they start not being happy for your success and when you fail, they’re secretly hoping you fail because they want you back to where they were at, so they can connect with you still.

So don’t let that be a thing that keeps you back, because you’ve got a gift, you’ve got something that you’re amazing at. There’s something that you can do to change the world and if you succumb to that, you’re going to lose out on that and people’s lives won’t be changed because of that. There’s Mr. James P. Friell driving in behind me.

Anyway, I just wanted to share that because I’m sure some of you guys have either hit that or you’re going to hit that, just be aware of it. Second side of that is, when people have success, be excited for them. Be that person that’s like, “Man, you lost weight, congratulations.” “Oh man, you’re making money, that’s awesome.” Be the person who’s excited. I’m genuinely pumped when people are successful. And it makes me laugh because I meet people all the time that are like, they talk about their successes, they’re not proud of it. They’re proud of it, but they’re afraid to talk about it because they know that people will come back and be like, “man, sounds like you got lucky.” Or “Good timing for you.”

I’ve had people tell me before, I remember when I won my first state title, I had a friend who had started wrestling at the same time as me, but he quit. And he’s like, “Oh well if I would have kept wrestling, I’d be a state champ too.” I’m like, “No you wouldn’t. You quit. By definition you never would have…”

When I’m successful in business people are like, I remember I was at some, where was I at? Somewhere, and someone asked me, so I told them this is what happened. They’re like, “Man, you got so lucky. I wish I could find something like that.” I’m like, are you kidding me? So lucky? You remember the last 15 years while you were goofing off working 9 to 5 and going to bed at night? I wasn’t. I wasn’t lucky. I freaking worked my face off.

It’s just funny because people are afraid to talk about that. So when you meet somebody and they tell you something about themselves and it’s exciting, they’re probably going out on a limb there, and probably nervous and scared. Instead of being like, just be pumped for them. Be excited, tell them “Holy crap! That’s amazing.” And pump them up, because if you do that, you’ll attract more people like that. And it’s going to make everything easier for you and your life better.

So there you go, I hope that helps. Look how foggy it is here in Boise today. It’s been foggy all weekend long, it’s kind of cool. Anyway, I’m going to end this, but I want you guys to know I’m proud of you, I’m pumped for you, I’m excited for you. The more success you have, the happier I am. All I care about is your success. Find people and surround yourself with people who are the same way and become that kind of a person. Peace, see you guys.

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