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
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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.


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.


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.


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.


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.


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.


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.


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 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

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 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, 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.


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.


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.


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.


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

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: 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

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 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, 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.


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.


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., 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.


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 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 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 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 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.


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.


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.


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.


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 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.


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.

Jan 23, 2018

Powerful message from Ryan Moran that I needed to hear today.

On today’s episode Russell plays an inspiring video from Brian Moran which calls on the viewer to be grateful for what they have in the moment instead of in hind sight. Here are some of the inspirational things you will hear in this video.

  • Find out what happened to make Russell’s evening a difficult one.
  • Why Brian Moran’s video was just what he needed to remember to be grateful.
  • And why it’s in our nature to look for problems instead of being happy, and how we can change that for ourselves.

So listen here to find out why it’s important to appreciate the life you have now, instead of waiting until later.


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

Hey everyone, I hope you’re doing amazing. I just had a really quick message I wanted to share with you guys today. In fact, it’s not even my message. I’m going to give you the back story to kind of set it up.

Last night I got home from the office. I had a great day, a lot of work. I got home to my beautiful wife and my five amazing kids and we had a good time for like an hour and then the dreaded night time routine begins where we had to get them into bed. And I don’t know about you, but for us it’s a nightmare. Plus we got, a lot of our kids are sick. They’ve got coughs and it’s just kind of, adds to the stress.

So this hour long process starts and it was hard, way harder than most nights for some reason. We started with, we try to read scriptures every night. And this night should have been the easiest, because we try to read one chapter each night and there was only 6 verses in this chapter. So it’s like, we each read one, that’s it. It’s going to be so easy.

No, it was a nightmare. And then my son was wearing my daughters jammie pants, and he was mad and she was mad, so she runs off crying. So I try to get her to stop crying by getting the pants back from him, and then he gets all mad and throws them, and then he starts crying. And then Norah’s coughing hysterically. And then Aiden’s having a coughing attack so Collette starts hitting Aiden on the back to help get the coughs out, and Norah thinks that Collette is beating up Aiden, so she starts screaming bloody murder, thinking it’s child abuse, so much so that she starts coughing and puking herself.

So finally we get the kids in bed, get the kids’ prayers said, it was just pure chaos. And then Norah, who is insane right now, she won’t sleep, in fact we just ordered her a doggy bed to put in our room and see if we can get her to sleep in the doggy bed instead of in her bed. So anyway, she’s going crazy. Collette goes to go watch Poldark  {inaudible} a show that I would rather die than watch. So she’s got her in there, finally Norah passes out. I go in to watch something else in a different room just because I need separation or I’d be like, ugh {inaudible} for a little bit.

I pull out my phone and start flipping through and there’s video that Brian Moran posted and man, it was awesome. I watched it and it was like exactly what I needed for last. After I watched it I sat there just grateful and thankful. And I looked at this moment that just minutes earlier had been a horrible, miserable moment to something I became super grateful for.

So I just messaged him this morning saying, “Hey man, can I please post that video on my podcast so that everyone else can hear it, because I think it’s important and special and cool?” And he said, “Yes.” So with no further ado, I’m going to queue up the video. Thanks everyone, I hope you enjoy this episode and we’ll see you guys tomorrow.

Brian Moran video:  When I was a kid all I wanted to be was a millionaire. Now that I am a millionaire, all I want is to be a carefree kid. There was a time in my life where I lost a lot of weight and I had abs for the first time in my life, but I felt too skinny and all I wanted was to add some muscle. Now that I’ve added some muscle, all I think about is how much I miss my abs.

Before I was a father all I wanted was kids. I wouldn’t trade my daughter for anything, but I sometimes miss the days when I was alone. When she was a baby and she was crying in the middle of the night, all I wanted was for her to be older. Now that she’s older we have such a stronger connection, but sometimes I miss the days when she was a baby.

When I was growing a small business, all I thought about was growing a big business. Now that I’m growing a big business, a successful business I sometimes miss the days when it was small and simpler. Growing up in a small town near Cleveland, Ohio all I thought about was getting out. Now that I live in a big booming city, I miss home.

I realized the other day that there are two sides to everything. There are the problems that we feel in the moment, and there are the positives that we think about in the rear view mirror. We feel the problems, and we long for the positives. We rarely, if ever, pause to appreciate the positives while we’re still in them. And instead we just experience them later. And we experience them in the sense of missing the times that used to be.

A friend of mine lost her brother recently and my heart just broke for her because I knew all she thought about, all she wanted was to have her baby brother back. And I knew that she thought that if she had her baby brother back, that she would appreciate him so much more and love him so much harder than she ever had. Now I have a brother and I don’t spend 24 hours a day thinking about how much I love and appreciate my brother, but if anything ever happened to him, all I would think about was having my brother back.

It made me realize that there are things in my life that I overlook that if they were taken away from me, it would be the thing that I longed for the most. The times when my daughter is screaming, if anything ever happened to her, all I would want would be to comfort a screaming baby. If my business went under and I was working for someone else, I would long for the grind of starting something new, spending long hours building something.

If I was going hungry, the extra flab covering up my abs, I would gladly trade my hunger for a little bit of fat, if I had food to eat. The beautiful curse about being human is that we are wired to find problems. That does not make us happy, it actually makes us miserable. But it also makes us grow and create and to solve those problems. We rarely, if ever, pause to appreciate the things that are in our life that we could be grateful for until it is too late.

But you get to control what you focus on. You get to control whether you consciously appreciate things that are in your life, or if you focus on the problems and you wait until later when you feel that sense of longing for how things used to be. No matter who you are, where you are, what you have or don’t have, I can promise you there is someone else looking at your life longing to be in your situation, even in a situation that right now you see as a problem. There is someone who looks at your life and longs to be in that situation, even though once they got it, they would problem long for something else.

No matter who you are or where you are, you have so much to be thankful for and to appreciate. These are the good old days.

Jan 22, 2018

Two presentations that I gave, where I thought that no one was listening, that literally changed a few people’s world.

On today’s episode Russell talks about being able to make a difference even when he thought something seemed like a waste of time. Here are some awesome things to listen for on this episode:

  • Why Alex Hermosi heard Russell’s message, but didn’t do anything about if for a year.
  • How well Alex has been able to do with his business despite having tiny goals.
  • And why speaking to only 15 people at Affiliate Summit actually turned out to be a good thing.

So listen here to find out why it’s important to keep putting your message out there, even if you think no one is listening.


What’s up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast. I got something cool to share with you today.

Hey everyone, so first off, I want to share something that’s a little different than normal. We’ve been promoting Funnel Hacking Live, we’re getting close to selling out tickets so I thought it’d be fun to do Facebook Lives with all different speakers.

So today I did two Facebook Lives, one was with Alex and Layla Harmosi, and then Myron Golden, who are amazing people. Then tonight I did one Kaelin Polin and also with Natalie Hodson. It’s just been really fun to talk to the speakers and get them excited, but what they’re talking about is getting everyone else excited as well.

During one of the Facebook Lives today, we had a really cool thing come out of it. Alex Harmosi, some of you guys may know Alex because he spoke, this is his second Funnel Hacking Live he’s spoken at, he and his wife are going to be speaking at this one. But what’s interesting is at the end of it I was asking, “Why do you think people should come to Funnel Hacking Live?” and he was just like, he said, I think it was like 3 or 4 years ago he went to an event, it wasn’t my event, it was Traffic and Conversion actually, Ryan Deiss’ event. He was at the event and I was speaking at the event.

He told me this story later, so I’m kind of filling in the back story. He didn’t talk about this but I’m filling in the back story for you guys so it makes sense. At this event, I had an hour to speak and they wouldn’t let me pitch anything, which is painful for me, as someone who loves to sell things, because I feel like selling is actually how we change people’s lives.

So I get on stage and do my entire Funnel Hacks presentation and I get to where I transition to my close and I’m like, “Well, that’s all I got. See you guys.” And I had to end. What I didn’t know at the time was Alex was sitting out there in the audience. And Alex at the time had one or two gyms, he was doing alright but not loving it. He told me, “I was sitting in the audience and it was just like, I want to do that. Whatever he just talked about, I want to do that.”

But I didn’t sell anything, so he couldn’t buy anything. So it ended. The event happened and he went back home. He said, I can’t remember exactly, 6 months, a year later or something like that, he was sitting there at a time when he was just not super excited with what he was doing and  he was like, “That dude I heard speak at T and C, what was his name again? Russell Brunson.” And he didn’t know, he had never bought any of my products or services, he just Googled Russell Brunson coaching, or something like that.

He was like, “Maybe I could hire him to be a coach or something, I don’t know.” So he Googled that and found my Inner Circle page, applied for Inner Circle, signed up for it. It’s funny, I had my very first call with him. And on my first call, he’s telling me he’s got these two or three gyms and Alex, if you talk to him, he’s super charismatic, dude’s done 5,000 one on one face to face sales in his lifetime. He’s just a great salesperson.

But I’m doing this call with him. When people join the Inner Circle, I call it a decade in a day, so I try to cram a decade of my life into a day with them. And I want to shortcut their success, so I have an hour long call with them. So I’m doing this call and he tells me on the call, “you know my goal, if I can make 20 grand a month online, that would dramatically change my life.”

And I kind of started, I feel bad, but I started laughing at him. And he’s like, “What?” and I’m like, “Dude, 20 grand a month?” Just hearing him talk I’m like, “You have so, you’re like, your skill is so high, you’re in a level two or three opportunity with a level ten skill. If we just shift some things….20 grand, we’ll try to do that tomorrow and let’s increase from there.”

And it was fun because on today’s Facebook Live, he was talking about the business right now, they’re doing a million and a half recurring, off his business they launched 8 months ago. It’s crazy. They’re trying to hit the 8 figure club before Funnel Hacking Live. So that basically means, they made 10 million dollars in 7 ½ - 8 months and it’s interesting.

So I share that because first off, it’s inspiring, second off, it’s always fun to tease Alex about his huge goals he had initially. But most importantly I want to share this for you guys. Because how many times do we go and do things, that on the outside don’t seem fruitful. Like I spoke at T and C, I spoke in front of these people, I shared my message, I didn’t get to sell anything, it ended and then it’s like, you leave and I don’t know if that helped.

How many times do we do a Facebook Live and we get 30 people who see it? Or you do a YouTube video and you get like 120 people to watch it? You look at those things, sometimes we look at those stats and see other videos that get like a million views and things like that. And we see ours and we’re like, “Oh, only 120 people saw that. What a waste of time, I shouldn’t have been doing that. I should have been focusing on something else.”

But what we don’t realize is that, that was 120 people that heard your message and who knows who those people are? One of them could have been the Alex Hermosi, who was sitting in the audience, heard your message, it resonated with him, he didn’t do anything. And then a year later, in a time when he’s probably not happy and not completely fulfilled, it’s like, “What was that dude again? What was his name?” and they start Googling and they find you. And then fast forward a little bit, they’re doing ten million dollars in sales.

Think of that for your business, how many times do you do a Facebook Live and you feel bummed because you didn’t reach enough people? But those little numbers, 1 person, 2 people, 20, 50, 100, those are people. If I’m in my Inner Circle room right now, this holds I think about 75 seats, for those who are seeing the video version. 75 seats, that’s 75 people. When I do my Inner Circle, there’s 75 people, 75 people is a lot of people. And everyone in this room paid 25 grand to be there, it’s a lot of money. It’s little but it’s 75 people.

And if I’m sharing my message in this group, I’m not depressed, “Oh, only 75 people  heard it.” 75 people heard it, each of these people are going to go and transform the world with it because it’s so cool.

So I don’t want you guys getting discouraged when you do a video or Facebook Live or a podcast, and only 100 people heard it. Realize that you’re planting seeds and you’re doing these things out there and you never know who’s going to hear it and resonate with it. And it might not be immediately, but Alex, a year later, because of something I said at an event, and I didn’t meet him, I didn’t bump into him. I just did my thing and I left, I didn’t know if it helped. And a year later it was the seed that we planted that got him to Google the name, make the phone call, get in the program, and not only make this money for him, but look how many people’s lives he’s affecting.

So I just wanted to share that because for me it was one of those round robin things, where it came back to the beginning. It’s just like, that is cool. I’m so glad I went to T and C and I spoke and didn’t sell anything, didn’t make any money. It’s something that seemed like kind of a waste of time afterwards, I’m so glad I did it.

Something similar happened last year, I went to Affiliate Summit. In fact, I did, I feel bad, I did a podcast talking about how their business model was the worst business model I’ve ever seen, and I still stand behind that. But I feel kind of bad about it, anyway, you can rewind that podcast and listen to it. But what’s interesting is I don’t usually go to speak at events unless there’s a minimum of a thousand people in the room, or else it’s just not worth the time.

Next month we’re speaking at Grant Cardone’s event, which is supposed to have 8500 people at it. For me, just for my time, it’s tough. But Affiliate Summit was one of the first events I ever went to, so I was like, “I want to go and speak.” And I get to this event and they have guards at the door and the attendees have to pay extra to actually come into your room. So I’m doing my keynote speech in this room and there’s like 15 people.

And I’m like, “Are you kidding me? I spent all this time and money.” Someone asked for one on one consulting today and I quoted them 250 grand a day. Because that’s what it would take for me to break away a day from my office to be able to do it. So I spent the travel time there, the time there, and the time back. If I was to bill that out we’re looking at half a million dollars or more to do that. And I’m sitting in a room with 15 people.

I was just angry because I’m like, “Dude, are you serious? 15 people?” So I shared my message and then it got done. A bunch of people came and shook my hand and then I left, went out to eat with my team that was there, then I flew home annoyed that I wasted my time at this event.

But what I didn’t realize was sitting at the event was someone who’s become a dear friend. Her name is Alison Prince. Alison was at this event and she’s like, and I didn’t know this until like 2 weeks later. She calls our office and she’s like, “I was at Affiliate Summit, I heard Russell speak, he was the only speaker onstage who wasn’t drunk. I was resonated with that, someone who doesn’t drink and because of that, I want to join the coaching program.”

And this was literally 2 days before the very first FHAT event we ever did, and Derrick’s on the phone, like “okay.” And she has 3 multimillion dollar businesses, so she’s killing it but she wanted to learn this side of the business we do, funnels and stuff.

So she signed up and jumped in her car and drove here and showed up the morning of the event. I knew everyone else who was coming because we invited Inner Circle members, and I was like, “I don’t know who you are.” And she’s like, “I just joined yesterday. I was at Affiliate Summit last week, you were the only speaker who wasn’t drunk so that’s why I’m here now.” I was like, “Whoa.”

And then last night, I don’t have my phone here with me, dang it. Last night she messaged me, it’s been 8 months, no, 10 months, 10 ½ - 11 something like that. Yeah, it was February she came and now we’re in January. So it’s been 11 months and she messaged me yesterday, she said, “Guess what Russell?” I said, “What?” she said, “I just sold my thousandth course.” She sells this course for a thousand dollars, that means she made a million dollars. She said, “This is the fastest I’ve ever gone from 0 to a million dollars in any of my companies ever. I just joined the Two Comma Club.” She’s freaking out, and by the way Alison is speaking at Funnel Hacking Live.

And I heard that and I’m just thinking, man, I’m so grateful I went to Affiliate Summit because if I wouldn’t have, Alison, one of those 15 people who was sitting in the room, wouldn’t have heard my message, she wouldn’t have come. I look at the lives she’s transformed now because of it.

So I just want to share that with you. I don’t know where to go other than, keep doing what you’re doing even if it feels like it’s not making an impact at the time. 15 people saw that video, that presentation that I gave. 15 people saw it, but Alison saw it. And because of that, it’s transformed her life and it’s transformed a thousand of her customers’ lives now and it’s going to continue that, moving forward.

She’s speaking at Funnel Hacking Live, so those of you guys who are coming, she’s going to have a chance to transform your life as well. Alex and Layla are going to be there, they’re going to transform your life. It’s just a really cool thing.

So don’t get bummed out if nobody seems like they’re listening right now. It doesn’t matter. You’re sowing seeds, you’re doing what you love, you’re putting your message out there. Just keep doing it. Do it with faith, knowing if you plant enough seeds the right people will come back.

Your sheep will hear your voice and they will come to you. That’s a scriptural, doctrinal principal, that Christ taught. It’s the same thing for you. Put your message out there and your sheep will hear your voice and they will come to you. And then you’ll have an impact on them, that you can have, and that’s what’s so exciting.

So don’t stop, keep publishing, keep putting out there, even if it feels like no one’s listening, because you never know who is actually listening. So with that said, I’m going back in, we’re about to launch a funnel, I gotta go. I just thought the lights looked cool on the video and wanted to share that with you guys. So I appreciate you all, have an amazing day and we’ll talk to you guys soon. Bye. And yes, that is Batman, for those who are watching, in the background.

Jan 18, 2018

Behind the scenes of some cool things that we’re doing to get people to stop and actually watch our ads.

On this episode Russell talks about a new ad technique where you try to get someone’s attention within three seconds. Here are some of the awesome things you will hear on today’s episode:

  • Find out what kind of ads Russell is experimenting with to grab people’s attention quickly.
  • Discover why you need to be quicker in grabbing people’s attention in these days than they did in the 80’s.
  • And find out how Russell’s jeep became high centered and why he lit a copy of Expert Secrets on fire!

So listen here to see why Russell blew up his Gold Prospector with a potato gun and lit his book on fire.


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

Alright everyone, I hope things are going awesome. We had such a fun day today. Tuesday’s become my days where I block out time to film all the stuff we gotta film. I remember, when was it? Probably like three or four years ago, I was talking to Mike Filsaime, he’s been a close friend for a decade now, I remember he told me he and Annie Jenkins, they used to be business partners with the company Webinar Jam and Traffic Genesis and stuff. And he told me he had an epiphany, he’s like, “We make money when we’re on camera.” So the more videos they make, the more camera time they make, the more money they make. So that was their big epiphany. They need to spend more time making videos because that’s how they make money.

And I’ve kind of recently come to the same thing. I make the most money inside Clickfunnels as a pitch person who’s out there talking about Clickfunnels and talking about why it’s awesome and all that kind of stuff. So basically every Tuesday we’re blocking out as filming day now, filming a whole bunch of stuff. So I filmed a new thank you page webinar for the Dotcom Secrets book funnel. I filmed a whole bunch of promo videos. I filmed upsell videos. I filmed all these things.

And at the end of the day I had two other videos I was supposed to make that I didn’t really want to make. So I was like, ahh, I had like 15 minutes left and I was like, “You know what we should do? We should go and do some fun ones.” It’s been fun. I’ve been watching one of my buddies, Dean Graziosi, we’ve been kind of sharing notes with book funnels. He’s got a book funnel that’s killing it. I’ve got a couple of book funnels that are also doing really, really well. I’ve been watching his ads and his ads are so fun.

He had one where he lit his book on fire and he’s like, “This book is literally on fire. You should go buy it.” And then he had a bunch of magic trick ones. One when he’s in his Tesla and he clicks the screen on the Tesla, all the sudden the book pops out and he holds it. One where he’s got the empty box he shakes up and like 15 copies of the book dump out of it, just little things to capture people’s attention.

I was like, we need to start doing more of those kind of things, just fun things. So we’re sitting there, we had a little time to film. I was like, “Let’s do a fun video, it could completely bomb, but it could be awesome. Who knows? We should do a potato gun video where I’m shooting the Expert Secrets book with a potato gun.” And I’m looking around and we see a big cardboard cutout of our Gold Prospector. I’m like, “We should take the book and the Gold Prospector like he’s holding it, and I’ll shoot the gun at the Gold Prospector and blow up the book.” It went from one thing to the next and the next until 15 minutes later we’re out in the field with the Jeep in the background for a pattern interrupt.

There’s this Jeep with red headlights shining at the camera. We set up slow motion camera as well, and then there’s this Gold Prospector cutout with a copy of the Expert Secrets book taped to him. And the first thing I say is, “Hey my name is Russell Brunson. I’m a potato gun expert.” And I turn the potato gun towards the prospector and like point blank, three inches from where he is, I shoot this potato gun at him and he explodes, the book flies in the air. We got slow motion of the whole thing happening.

And then I come back and I’m like, “Holy cow.” And I throw the potato gun on the ground and then Dave Woodward, off screen, throws me a copy of my book, and I’m like, “Hey my names Russell Brunson and I got my new book called Expert Secrets, you should get a free copy of it.” And I did this crazy pitch for the book. And it was so much fun. We had such a good time.

And when that was done Dave decided to teach me how to use a Jeep because I got my new Jeep that’s awesome, but I’m kind of a city boy who’s scared of Jeeps. So we went driving in this mud pit, flipping circles and stuff. He wanted me to go up on this huge hill. So I go up on this hill and it scared me to death, it was one of the scariest things ever.

And he kept telling me, “No, you’re wussing out. You gotta go up and over the top of it.” And I didn’t dare, so I jumped out and had him go in it and first thing he does, he goes up this huge hill and then high centers the Jeep and it’s completely stuck and we can’t get it to move. It’s not even high centered. There’s like more dirt…I can’t even explain it. It was like in mud because there was dirt all the way up to the car, underneath….anyway, it was crazy, completely stuck.

So we had to call his son, Christian to come and basically get a wench and pull it out. But when we’re doing that, we had a 20 minute break before he could here. So we’re like, “what should we do for 20 minutes?” I’m like, “let’s burn a book like Dean burned a book, I want to burn a book.” So we got a book, we tried to light a fire, we found out it’s kind of hard, you have to have lighter fluid. So I drove to the grocery store, bought lighter fluid, came back, soaked my book in lighter fluid, about this time they got the Jeep out, it’s pitch black, I told my kids the Jeep was stuck in the mud so they all came over, my wife and my kids are there.

And so finally, it’s pitch black outside, we’re like, “This book is soaking wet with lighter fluid, we need to do this thing.” So I sat in the Jeep, I lit the book on fire, and it’s like flames going crazy everywhere. And it looked awesome because it was super dark outside. This book is burning and I’m like, “This book is on fire, you need to go get your copy right now.” And just made a really quick, fun promo video that turned out, it looked so cool because it’s dark and the flames are bright, and I’m sitting in my car at the time. It was just crazy.

And when it was done, I held the book up and did an Instagram ad and a bunch of other ones with this flaming book and just had so much fun. The last hour of the day was insanely fun and insanely cool.

And I started thinking, so often most of us are trying to do things the right way. We set the funnel the right way, and then we drive ads, buy image ads, and get ads with memes, all these things we’re doing trying to make things look good. “What’s everyone else doing? We’re doing it.” And what I’m kind of realizing watching some of these people I know who’s ads are killing it, it’s the rare, unique, weird things.

It’s the pattern interrupts, it’s things someone sees on Facebook and they share it with their friends, or they have to buy or they’re scrolling and all the sudden they stop like, “What? Russell’s thing is on fire, why is he shooting a potato gun at a cutout?” It’s the pattern interrupt that wins.

And I just had this big epiphany in my mind. We need to start doing more things like that. How many cool, crazy, weird things can we do to get someone to stop scrolling, so you can share your thing? I talked to Dean and his guy a little bit and one of the keys to these magic tricks is you need something within the first three seconds that captures their attention and then you transition into your book pitch.

Soon in the next week or two you will see these ads go live. And maybe they might bomb. They may do amazing. I don’t know. But I think they’re going to do really, really good. And now my mind sets on this thing, how do we create crazy ads to stop scrollers, to stop everyone on the thing really quick, so we can transition into a call to action? How do we grab them and just stop them where they’re at in their tracks enough to get their attention and then make the special offer?

So I just wanted to share with you guys today, because I think so many times we get so stuck in the minutia of business and building funnels and sales pitches and all this kind of thing. Let’s have some fun again. What are the weird things you can do with your front end products to get people to stop? If you get them to stop, that’s 99% of the battle now days.

Everyone’s got, in fact I’m writing a script about this right now, but the average human has a 7 second attention span. 7 seconds. A gold fish has 8. We have shorter attention spans than gold fish, which is crazy. Back in the 80’s we had a 20 minute attention span, now we’re down to 7 seconds.

So when you understand that, our people got 7 seconds, you’ve got to do something insane to grab them. A magic trick, blowing a book up, lighting it on fire, or whatever. The crazier the better.

So today was fun because we made two of those and it just got me excited. I’m going to start doing a whole bunch more. I want to share with you guys, so hopefully it gives you some freedom. Have some fun with your ads, do some crazy things. Things that just make no logical sense, but just do it just to do it. Who knows?

I look at Dean’s ads, and the one of the book on fire has like 4 million views. The one with the magic trick has even more. They’re doing insanely well. So if you start thinking, what’s the memed ad I can do today that’s going to have a good quote someone’s going to share..Instead, how about something interesting that actually gets people to stop, so I can make them a special offer?

So that’s what I wanted to share with you guys today. Do something crazy to make them stop so you can give them a special offer. Anyway, check out Facebook, Instagram, you will probably start seeing some of these things pop up soon in the very near future in my newsfeeds. That’ll hopefully in your newsfeed, it’s going to be awesome.

By the way, if you want to see all the craziness that happened behind the scenes, if you’re following me on Instagram, Instagram stories, I’m sharing all this stuff. There’s scenes of the potato guns, things blowing up all the time. So if you’re not following me on Instagram, go to, I believe. Or just search Russell Brunson, I should be in there. Follow me and then go watch my Instagram stories. We’re filming the chaos and craziness every single day as it’s happening. So if you want to see it all  happening in real time, Instagram is the place.

Anyway, I’m going to go to bed. My kids are in bed before 9. I’m so excited. I’m so excited, so I’m going to go to bed. I appreciate you guys all, have an amazing day and I’ll see you guys soon. Bye.

Jan 18, 2018

This is not your traditional marketing episode, but hopefully it helps you to understand your role in the plan.

On this podcast Preacher Russell talks about the journey that leads you to where God (or whatever you believe in) wants you to be. Here are some of the insightful things in this episode:

  • Find out why Russell feels that the struggles from his past have made it possible for his present.
  • Hear why Russell believes his journey is so important for what God ultimately has in store for him.
  • And find out why when he looks back on the most difficult and painful time in his life, he is grateful for the journey.

Listen below to see why your journey is so important for where you end up.


What’s up everybody? This is Russell Brunson and I got a really cool message I want to share with you guys tonight that at first may not seem like a marketing secret, but I really think it’s probably the secret behind all the gifts and talents we’ve been given.

Alright everybody, I hope first off, that you’re all having a great day. I just wanted to share a really neat experience. I’m going to get slightly religious just for like 5 seconds, just to be able to illustrate a point behind why I believe you’ve been given the gifts that you have. And my guess is if you’re here listening to my podcast, that’s not a fluke. You’ve been blessed with something amazing. And because of that you’ve also been blessed with the desire to share, to help or to serve, or do something.

It’s not something I understood for a long time, but it’s something I see so clearly now. I’m a big believer that God, he calls us to do things and then he qualifies us by often times taking us through a long, horrible road, for us to learn the skills we need to be able to accomplish the thing that he wants us to do. It’s interesting.

You may or may not believe that, but regardless, it happens, you’ve seen it. You’ve seen it when it’s like, I’m going to accomplish this thing, and I have no idea how I’m going to do that. And then you go through this horrible, painful process often times, and then on the back side of it, you’re able to accomplish that thing. It’s like, oh that actually wasn’t that bad. And it’s because of this journey, this road we’ve gone on that has increased our capacity to actually be able to do the thing that we need to do.

So last weekend we were in San Diego for Dave Woodward’s son Chandler got married, it was a cool thing. So my wife and I had a chance to fly down there and be there for the wedding and reception and it was really, really cool. And then Sunday we were flying back home. Normally we try to go to church or something, but we couldn’t because of the way the timing was, but there is a really cool thing in San Diego, it’s called the Mormon Battalion Visitor center, or something like that.

So we had an hour before our flight so we went from our hotel there, and went through the little tour of the thing. For those that don’t know Mormon history, it doesn’t really matter, but what’s interesting is that after people murdered the Mormon prophet, Joseph Smith, they were leaving and they were trying to come basically back west to find somewhere to hide from these people that didn’t like the Mormons.

So they get tthese handcarts and they’re moving and all this stuff, they’re literally fleeing from the government. And then all the sudden one day, these guys show up on these horses and they’re like, “Hey, we need 500 of your men to join this army to fight with the country against the Mexican armies.” And at first they’re like, “Dude, you guys literally killed our prophet, you ran us out of the town, you killed our people, you’ve done all these things, and now you want us to join your army?”

And anyway, and I’m not going to go too much into the whole story, but they prayed about it and felt like, yes we need to do this. So 500 of these men left their wives, left their children and went on this long, huge, year long journey down to Texas, across Arizona, all the way to California, to be a part of this little army called the Mormon Battalion.

They were promised by the Prophet, Brigham Young, at the time, that if they went on this journey that they wouldn’t actually see war, and their families would be protected. And that’s kind of this thing.

So they go on this huge journey, and I promise you guys who are the non-religious people who are listening, saying why is he talking about this? There’s a purpose and a point and I think it’s important. Anyway, he takes these people, they go on this journey for all these, for months and months and they finally get all the way to California, don’t see any war, in California they end up in San Diego, and when they’re in San Diego…It’s interesting, they brought with them, they’d learned how to make bricks and all this stuff. They came to San Diego and taught the people here this, and they actually helped settle San Diego, initially. And then from there, their year ended up being up with the army, so they had a chance to go back and get their families and help them come across the plains.

And what’s interesting about it, and this is why I want to share this, they went on this big, long journey that they felt called by the Lord to go on. They’re there to hopefully help with this war, they didn’t get in the war, they never fought, they never did anything, but they went on this journey and through this journey they got dehydrated, they didn’t eat or drink for weeks at a time, all sorts of things. They met Indians, did all sorts of stuff.

But on this journey they learned a whole bunch of really cool things. They learned how to farm in desert land, they learned how to make bricks, they learned how to find food, they learned all these amazing things. So then when they get back, they get their families and they move to Salt Lake. When you get to Salt Lake, Salt Lake was a horrible place. There’s this big salty lake in the middle of this valley, everything is dead. And this is where the Mormons decide to settle.

They get there, and these 500 men, that had gone on this big journey, they get here and they’re like, “We learned on this journey how to go and irrigate water, we learned how to make bricks, we learned how to do all these things.”All these skills that they had to have when they got to Utah to be able to settle that place and to be able to build this amazing city that they did.

And as I’m watching it, it’s like I literally, tears in my eyes as I’m realizing how symbolic this is to most of the missions that we go on. For some reason all of us have some kind of calling. And it comes in different ways. Some of you guys like you, got into this business because the calling was, “I need to make money for my family.” That was definitely what initially got me into this right. And it’s the equivalent of, “Hey you’re going to go to war to California, leave your family, go on this huge, long journey.”

So you go on this journey, and I think if people would have told us ahead of time, “If you do go on this journey, here’s what’s going to happen. You’re not going to have water, you’re going to be going through Arizona in the middle of summer….” If we knew the journey ahead of time we wouldn’t have done it. If you knew all the stuff you had to go through to build your business, you probably wouldn’t have done it initially, right. That’s just too much, I can’t do that.

Some of you guys came in, not because you wanted money, maybe it was because you wanted impact, or you had a message, or you found a product that you loved, or there’s someone you believed in and you want to support them. Whatever, we all come in for different reasons, different things that bring us into this journey. And then we have to go through a journey that typically is not easy.

If I look back on the last 14 years of my life, the journey to get to where we are today and to get Clickfunnels where, it was not all sunshine and roses. It was tough, it was really, really tough. But what happens when you go through those hard times, it increases your capacity to handle things. You learn little pieces at every single thing along the way.

And I feel that God is preparing you for whatever your real mission is. And I don’t even think that Clickfunnels is my real mission, to be completely honest. I think it’s something; Clickfunnels is preparing me for something different.  I think I’ve inklings of an idea of where my real mission is, but I could be completely wrong. I don’t know.

But all the ups and the downs, trials and errors that I learned, it helped me for a decade of my life to increase the capacity so that when this amazing opportunity of Clickfunnels came, I’ve been able to handle it. I look at my partners, people on my team, I look at the journeys that they all had to go through to be able to increase their capacity to be able to handle this thing.

Because, man I don’t know about, I think we’ve talked about this a little on this podcast, it’s not all sunshine and roses. It’s a battle every single day. We’re getting the crap kicked out of us sometimes on things. And it’s like you get knocked down, you get back up again. But if that would have happened five years, we couldn’t handle it. So we went on this interesting journey where we got beat up over and over and over again, to increase our capacity so when we got to this battle, to this war, to this stage we’re on now, we had the capacity to handle these things. It’s so fascinating.

And it just makes me so grateful for that journey and for those things. I think that’s why I started crying watching this thing about the Mormon Battalion. None of them wanted to go on that journey, they journey was horrible. But because they went on that journey, they come back to the Salt Lake Valley, and they had been blessed with the gifts and talents and abilities they needed to be able to thrive in the dessert next to a big, huge, salty, nasty lake.

I feel like all of us go on that same journey and I don’t know about most of you guys, but I’m sure the journey that you thought you were going on when you get back to where you are now, it wasn’t the same journey. It’s similar, but all these things you learned along the way made it possible.

Again, I feel like this Clickfunnels thing that we’re doing now, as much as I love it and I’m obsessed with it and I’m so grateful for it, the ups and downs and everything, it’s preparing me for something, it’s preparing the people on my team for something else. I don’t know what that is yet, but I don’t think…maybe I’m wrong, but I don’t think God cares a ton about if my funnel converts or not.

Which, by the way, the new funnel we launched last week is killing it.

But he doesn’t care. But he’s giving me and you and us the talents, the skill set, the relationships, the abilities, the things we need so we can do what he really wants us to do.

So my recommendation for this podcast and my thoughts is for you guys to just to think about what is he really calling you to do. Maybe there is no God. I know some of you guys are thinking that, maybe there’s not, maybe this is all just coincidence, I don’t know. But regardless, this journey we go on is preparing us for the next thing. I believe in a God and I believe he is there guiding this stuff, so I’m not afraid to talk about that, I believe it.

But when you do believe it, it’s interesting. It’s just like wow, there’s this hand in this guiding me. What am I learning along the way? Why did I have this horrible trial, this horrible thing that happened? And it’s like, well, a lot of times we don’t know, but in hind sight, when you go back and look at it later, it’s like, “Wow, I could not have done that if it wasn’t for that.” How fascinating that that thing that I hated became such a good thing.

I remember at a Tony Robbins event, he asked everyone, “Who here likes surprises?” and everyone’s hands are raised. He’s like, “Bull crap. You like surprises that are good. No one likes surprises that are bad.” All the issues, all the bad things that happened, those are all surprises, you don’t like those surprises, right. We like the surprises that are good. But the other surprises are there.

But I believe they are there for our good, they’re taking us and preparing us and expanding our capacity so we can really do what our real mission is. And most of us probably don’t know what our mission is. But that’s why it’s important to keep moving forward in whatever the path that you’re on, because as you do that, that vision of what your true calling is, will appear someday. But only if you’re prepared for it. If you’re not prepared for it, it’s not going to be there.

“What a tragedy that moment finds him unprepared, or unqualified, that moment which could have been his finest hour.” One of my favorite quotes. So there you go. There’s a little religion from Russell. I’m going to preach to you guys tonight. I hope you don’t mind.

But I think it’s fascinating, and it meant a lot to me, so I just wanted to share with you guys as well. Just think about htat. This journey that we’re going on, the ups and downs and frustrations. Don’t give up because there’s something there you’re supposed to learn. There’s something there that’s supposed to increase your capacity and prepare you for something that’s coming.

I don’t know if that’s coming in a month from now, a week from now, a year from now, 5 years from now, 10 years, I don’t know when it is. But I promise you, these skill sets, these things you’re learning along the way aren’t just happenstance. There’s no reason….I barely, I struggled in school. How in the world was I blessed with these abilities to write books and to write copy and to speak?

If you saw me ten years ago, I was the most awkward person ever. I couldn’t look someone in the eye and talk to them. I went on a mission for the Mormon Church and knocked on doors for two years, door by door. I was so shy and awkward and nervous and I hated it. I would have to speak in church on Sunday, I’d be so scared. All these things, but those things you learn, there’s so many ways that I’m using it today. It’s just fascinating. Such a cool thing looking backwards.

It’s hard seeing forward, so I just wanted to pause tonight and look backwards for my own perspective because I am now seeing the fruits of those things in my life. And depending on where you are, I know all of you guys are at different spots. Some of you guys are probably going through some really tough times right now and it’s hard to look back and be like, “Oh this blessing is awesome.” But I promise, it’s not going to last. There will be a time when you’ll be able to stop and look back and be like, “Wow, I’m so grateful for that thing.”

I still think about the most painful, probably the most painful experience in my life was when we built up our big call center, we had 100 people. Some of you guys have heard me tell this story before, but when the whole thing collapsed, and I had to let go 40, 50, 60 people overnight, when I had people who I loved and cared about and thought were my friends and they walked out on me. That was so, so much pain.

In that moment, I could have never looked at that and been like, “Oh this is awesome.” But it’s so fascinating now looking back on that, I am so, so grateful for that course correction that was forced upon me. If it wasn’t for that, I look at the direction we were going, who knows? It wouldn’t have been good, it wouldn’t have been this, it wouldn’t have been….

And that time when I was in the darkest…I still remember one morning trying to leave the house and I was in so much mental anguish that I didn’t want to go out the door. My wife came into my room and she’s like, “What’s going on?” and I couldn’t even talk, I just started crying. I remember she grabbed me and pulled me down to our knees and we sat there and she prayed for me, prayed for us, prayed for this thing.

Looking back, that was such a scary, scary moment and I didn’t know how I was going to survive that. From a business, from a.. .there were so many things. How am I going to survive that?  I don’t know. I have no idea. I stood up, she gave me a kiss, pushed me out the door and back into battle. We had to figure it out.

And because of that, again, that’s what increased the capacity. So when the trials and the issues come today I’m more prepared for them than I was then. And there’s still stuff happening. I talked about this on the podcast. Other things have happened that have been stretching me again, preparing for the next phase, whatever that might be. I just hope that I’m worthy and prepared for that when it comes. And I hope that you are as well.

Because our Heavenly Father, he wants to use you in ways that you don’t even know yet. If you’ll prepare for that, you’ll be amazed at what he’s able to do with you. It’s unreal.

So there you go, preaching before I go to bed. Hope you guys don’t mind. I appreciate you guys listening in. Whether you believe in God or not, doesn’t matter. Just know that there is stuff leading your life, and if you’re in a dark spot or a happy spot or whatever, have faith, keep pushing forward. It’ll all turn out right in the end. And that’s all I got. Appreciate you guys, have a good night, and I will see you soon. Bye.

Jan 16, 2018

Some thoughts I had after staring at a blinking cursor for three hours.

On today’s episode Russell talks about how to find your big idea or hook. Here are some of the awesome things to listen for in this episode:

  • Why it’s hard for Russell to teach how to find the big idea.
  • Why you need to find the opposite of a pattern in order to find your big hook.
  • And why you should buy your Funnel Hacking Live tickets now if you haven’t already.

So listen here to find out how you can figure out your next big idea.


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

Alright everyone, it’s late at night. I was supposed to go to bed like two hours ago because I have to get up early. But no, my kids decided that even though it was Martin Luther King day and they had no school all day, they didn’t do homework until right now. So I’m up getting them to finish their homework.

So anyway, I thought I’d take a quick break while they’re doing their stuff to come talk to you guys because it’s been a little bit and I’ve got something really fun to share with you today.

So today I had a chance to go to the office, which is really fun because we just got this flow and this rhythm happening now with the systems and the agency and all this stuff. And it’s just exciting and a lot of fun, so I was really excited to go in there today. And then I have a bunch of tasks I need to do and one of them I’m already working on. The sales, like an explainer video. So explainer videos are like those little cartoon videos that kind of explain what you do in a short period of time. I don’t want to brag, but I’d say I’m probably the best explainer video script writer on planet earth. If not, I’m going to take that credit for myself.

Because I wrote Rippln ones that did 1.5 million members in 6 weeks even though the company never went anywhere. I did the Prove It ones that built a half a million dollar company this year alone, in the last three years, off of one video. Obviously there’s a lot of other stuff happening, it’s an amazing team. I’m not taking all the credit, but the explainer video was mine. So proud of that. The Clickfunnels ones have done super good. So I’ve probably done, I don’t know, two dozen explainer videos and I’m just really proud of them and I think they all have turned out good and done amazing things.

When you write for them, it’s different. Because you have to write in a way that would be fun to be animated, be interesting, be engaging, all those kind of things. But what’s interesting, I was writing this one, we have a new part of Clickfunnels coming out called Actionetics MD, that’s all I’m going to tell you guys right now. And today I needed to get the video script done so the explainer video guys could start animating and sketching and getting it all done in time for the Funnel Hacking Live Event. Because I’m going to be showing the video there when we release all our new awesomeness that I can’t tell you about right now. But it’s going to be so amazing.

My goal is to get all of you guys to start using Actionetics 100% and I think we have, last time I checked 10-12 thousand people who are on the full Etison suite who are getting, who have Actionetics, but there’s still the 40 whatever thousand customers that aren’t using it yet. So it’s like, how do I get everybody to use it because it’s awesome? So the biggest thing was just make it simple, better, easier, more awesome, so that’s what we’re doing a big sprint right now from the dev side, to get it all done and live by Funnel Hacking Live.

So those who are at Funnel Hacking Live will get first access to this amazing-ness and everything. So make sure you’re at Funnel Hacking Live, if you’re not you’re missing out because it could be six months or so before we release it to everybody else. So if you want to get the features early, go to get your tickets before they are all sold out. They should be sold out this month, in fact, we’re doing a big push starting tomorrow.

Anyway, I digress, I’m sharing this because I’ve had a lot of people, in fact, I’ve had a lot of companies since then come to me like, “Hey Russell, write me an explainer video, we’ll give you equity, we’ll give you percentages.” Blah, blah, blah. Because that’s kind of what Prove It had done and obviously it worked well for them and for us and for everyone.

But I’ve just told people no because I just obviously have a lot happening in my life right now and I don’t have time to really write explainer video scripts for people. But for my own stuff obviously it’s still important. I was like, how do I write this thing?

It’s funny because the thought that came through my head before I started writing this was, what is the hook, what is the big idea? Those who were at Funnel Hacking Live last time heard Todd Brown, came and spoke on that. The big idea, the big hook. And as I was sitting there with my blank sheet of paper, the little cursor blinking as I’m trying to figure this out. “What’s the hook? What’s the hook?” I know what the product is, I know the differentiation points, I know it’s exciting, but what’s the hook? You have to have the right hook.

And I think, I’m going to talk about Todd Brown for a while because I love Todd. I respect him and I think he’s amazing. I think that what I’ve gotten, I think I’ve done a good job getting our funnel community and our marketing community understanding funnels and things like that. And I think we’ve gotten better at understanding structure of funnels and how and where and front end funnels versus back end funnels, how to do the perfect webinar and all these cool things.

But I look at Todd and what he studies and geeks out on, and he hangs out with all the Agora guys and they’re always talking about the big hook and the big idea. What’s that thing that drives the rest of it? And I don’t talk about that a lot publically, probably because it’s not something I can…it’s hard to reverse engineer. It’s like, okay here’s the pattern, here’s how it works.

The pattern of the hook is like the opposite of a pattern. Most stuff I teach it’s like, here’s the pattern, where’s the hook? Is like the least pattern-y thing ever. It’s the opposite of the pattern. It’s the pattern interrupt that becomes the hook. So I never talk a lot about it, but when I’m doing my own stuff, I do it. If you watch my webinars, all the stuff that I do, I’m doing it all the time.

And I sat there today for probably 2 ½ - 3 hours with a blank sheet of paper with that little blinking cursor, that you just want to, you wish you could delete it but everything’s deleted, that’s all that’s left, that little blinking cursor mocking you the whole time.

And my whole thought was, “What’s the big idea? What’s the big idea?” and I was asking in my company, “Okay, we know what Actionetics MD is, what’s the big idea, what’s the big hook? Why should people care?” and it took a while, like I said, 2 ½ - 3 hours before I was like, I got it. And as soon as I got it, in my head the story just flows, because I’m visualizing taking people on a journey and the process and story and how it fits together and how we illustrate this, and those things come fast. But man, that hook is the hardest thing.

I’ve had webinars where I’ve spent two days in front of a white board trying to figure out a headline, the hook. What’s the thing that gets somebody into a webinar? And I think that I’ve probably done a disservice inside of the funnel hacker community where I don’t talk enough about that because again, I don’t know how to reverse engineer and teach it. But it is the key.

I’m so grateful for Todd Brown talking about that so much. Because he’s the one that talks about it the most. I wish that we talked about it more in the community. Maybe this podcast is kind of the first time of me kind of bringing it out. But I just thinking about that, what’s the big hook? Why should someone care about the thing you’re selling? What is that, what’s the big reason? What’s the big idea that you have?

So look at the big campaigns that you’ve seen around you. Every market there’s big things happening. I look at when we launched Clickfunnels, I tried a bunch of different messaging and funnels, but the funnel that worked was a webinar funnel, the process was, I’ve talked about this before, having a webinar and then on the thank you page having a trial. That was the process work, but the hook was this concept of funnel hacking. That was the big idea that got people to be like, “Oh my gosh, I understand it.” That was the big idea that drove Clickfunnels.

The thing about that, the markets you’re in, if you guys are in financial markets, look at Agora, what they’ve done. Some of the biggest campaigns are, when Obama ran for a second term, it was called the end of America that was the big idea that drove this huge thing. If you look at recently, there’s probably been 8 thousand crypto offers that have come out, but Agora’s the one that did, I think they did 30 million dollars in their webinar in like a 2 week period of time.

But what was the big idea? What was the big hook that they had? They was something there, I studied it. I don’t know if you did, but you should have. If not, it means you’re not listening to funnel hacking. Look at these people who are making insane amounts of money and reverse engineer the campaigns from everything.

A lot of people think funnel hacking is just like, “Oh, well they have a landing page and an upsell page, down sell page, and this price point.” That’s the beginning of funnel hacking, but it goes deeper. I don’t know about you but I get every webinar, every video sales letter, everything that I look at I get transcribed so I can read it. What was the hook, why did this work? What was the big idea that they were doing that made this separate?

Because man, if there’s 800 crypto webinars, why did one do 30 million and all the rest did, even the big ones did a million. There’s something different here, what’s the big idea that they led with?

Look at the weight loss industry, look at Prove It. Why did Prove It blow up? It hit keto at a time that was right. Dave Asprey blow up, because took this, the Atkins diet, it’s not the same, but he took the Atkins diet, and his big idea was this thing of butter in your coffee. Boom, that big idea of putting butter in your coffee. It was just a ketogenic diet, it wasn’t this new thing, but he was like, “Butter in your coffee” Boom, Bulletproof was born.

What’s the big idea for your business? I can’t tell you that, I can’t reverse, I can’t doodle something that shows you, here’s how to find your big idea. Maybe I can, I just don’t know how to do it right now. Again, because it’s not a pattern, it ‘s the opposite of a pattern. So look at the pattern, what’s everyone doing in your marketing to explain or to sell your thing? And what’s the opposite of that, how do you break the pattern? Have your big idea so that when someone hears it, it smacks them upside the head and they’re like, “Oh my gosh, that’s brilliant, that’s the thing.”

I think my point of this podcast is just to get you guys thinking about that, because that’s what I did today. I sat in front of a blinking cursor for three hours thinking, what could it be? What could it be?

You know I looked at all of my competitors, I’m looking at, I’m not going to spoil what Actionetics MD is, but I’m looking at auto-responders and other things like that, and how do they pitch it? Because how everyone else is pitching it is the pattern. Now what’s the opposite of that? How do I make it the opposite, so that it becomes this interesting idea?

So I hope that helps. If nothing else, it gets you to sit there in front of a blinking cursor like I had to do today, and just think. What’s my hook? What’s my big idea? Why should people care? Why am I going to invest the time and energy it takes to make this video or this webinar, or this whatever? And why is someone going to take the time and energy to watch it? And why are they going to get excited to run and find their wallet and pull their money out and give it to me?

There’s a big idea behind it that drives it and I don’t think most of us are spending enough time doing it, figuring that out. When you get it right, you see you. Gary Halbert said, “One idea properly exploited is worth more than 100 lifetimes of hard work.” And I believe that. I’ve seen that in my own life. I’ve seen it with tons of our member’s lives. One idea, when you exploit it properly is worth 100 lifetimes of hard work.  So what is that idea?

That’s what this is, the big idea, the big hook. What is that thing for you? If you listen to Todd Brown, listen to his stuff on the big idea, I think it’s fantastic. He did a whole presentation at last year’s Funnel Hacking Live about it. But just get that in your head spinning.

When you’re looking at good advertising and you’re funnel hacking people, what’s their big idea? What’s the big hook? What’s the thing that drives this campaign? Because if you find it and identify it, it will help you figure out your own as well.

I hope that helps, I hope that gives you some good ideas and gives you something to think on. That’s all I got. I gotta get these kids’ homework finished so I can go to bed. I gotta be up lifting weights soon. I’m trying to get rid of this double chin before Funnel Hacking Live, which is a pain. I wish you could just sleep it off, that’d be way better. Anyway, I appreciate you guys, have an amazing day and we’ll talk to you soon. Bye.

Jan 12, 2018

A quick recap of what we learned rolling out our first funnel inside our new mini agency.

On this episode Russell talks about how the first week went with his new advertising agency that is dedicated to only Clickfunnels. Here are some of the cool things to listen for in today’s episode:

  • How changing the Expert Secrets book funnel was able to bring the average cart value up by $8
  • How Russell’s team was able to virtually be in the same room to communicate, even though everyone on the team is remote instead of being located in Boise.
  • And find out what the next step is in the funnel.

So listen here to find out how the first week went for Russell’s new Clickfunnels-dedicated advertising agency.


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

Alright, I’m going to talk kind of quiet. It’s like 1 in the morning and I am literally in my closet right now getting packed for a trip we are heading out on tomorrow. My wife is asleep in the room, we got sick kids, it’s kind of a weird trip to be going on, but we’re really excited to be getting away for a couple of days. We’re going to a wedding for someone we care about, and it’s going to be a lot of fun.

So anyway, I wanted to return and report back on our awesome, cool week. So I talked before about some of the new project management stuff we’re doing and the batman meetings and all sorts of stuff. And it’s been fun the last probably 3 or 4 weeks we’ve been getting all the pieces in place and launching little batman meetings, neat stuff happening. But this week was the first funnel we were trying to get live.

So it was a different process because the goal is to try to pull me out as much as possible. So we’ve been recruiting people, in fact, a couple of you have joined our team. I’ve been putting out Facebook Lives into our group and recruiting some amazing, amazing talent to start working with us and getting these funnels launched. It’s been really, really cool.

So the first part we had James P. Friell, and we’ve hired him for six months to come in our office and help us get this working and consistent and keep reiterating on it and keep making it perfect. So he’s got the whole Trello system systemized. It’s evolving and tweaking, so that’s the first step in the process. Getting everybody on board and getting everybody focusing on their unique abilities and nothing else, which has been a really fun process. So that’s kind of the next phase.

And then, like I said, to get projects kicked off we did these batman meetings. So I did a podcast episode 3 or 4 back that kind of talked about it, that worked really cool. So we’re doing those. But then this week, it’s like, okay, this is a funnel we’re getting live. And it was the new Expert Secrets book funnel. We had some updates that we needed to make and some stuff like that, plus a tweak that I’ve been teasing you guys about a little bit, which is the new thank you page webinar concept. There’s so many cool things that I wish we could share with you, but I’ll share more after the tests are done. And I’ll be sharing a lot at Funnel Hacking Live as well.

Anyway, we’re getting it done and this week working on it, one thing that’s tough is that 2/3rds of our team right now are remote. They’re not here in Boise, that are working on this funnel. So we’re like, communicating through Trello and Slack, but it was just like, ugh, I miss that feeling of being in the office. So one thing we started doing, we opened up a zoom room and just told everybody, “Hey, jump in here and then mute yourself, and you can just work in here and then if you have questions then just un-mute yourself and ask and whomever can jump on.”

So we had, I don’t know 8 or 10 of us in this zoom room for the last 3 or 4 days, which was super cool. So we just have it muted and then someone had a question and they’d un-mute themselves and be like, “Hey Russell, what do you think about this?” or “Check this out.” Or whatever it was. It was just kind of like we were in the same office together.

It was cool for so many reasons. But one is just, especially with the remote work force, it made everybody feel way more connected and it gave us the ability to move through things very, very rapidly, which was insanely cool. We got so much stuff done, and the weirdest thing is we got to the launch phase where we have everything getting done and I had this weird feeling. Where normally I’m in the middle of it, pushing and pushing, but like because the way the system’s in place, I wasn’t involved hardly at all. I told James and everyone in our office, “I just feel like I’m not doing anything.” Which is actually a good thing, it’s the goal of this whole thing. To pull me out of it, because I’ve been so deep into everything.

Prior to this I’ve been focused on the copy, the email copy and the videos and the funnel structure. I just did a lot. And now we’ve got this team of rock stars who are now taking over different pieces of it and its really, really cool.

So today we launched the funnel, so the Expert Secrets Book funnel is live, you probably won’t be able to tell by looking at it from the outside, but if you re-buy the book, you’ll see the process and you’ll see some of the stuff which is awesome. So far our average cart value in the last 12 hours is up 8 dollars from what it used to be, which is huge, really, really good. So that’s exciting. And that’s not counting the thank you page webinar, which I think will increase the average cart value by…who knows. A lot. We’ll find out. It’ll take a day or two to get those stats in.

But it’s really cool. At the end of it we do this really cool, we called it a post-mortem meeting, which is basically everyone in the group will now say, “Okay, what worked really good for you and what things struggled in this process?” And what’s cool, watching James who has been building out these systems, taking notes. “This was awesome, but this part got stuck.” Or “We lost momentum here.”Or “This part didn’t work as good.” And then he’s updating the Trello cards, and the checklists and the systems based on all those kind of things, and it’s cool.

And then next week we pick the next funnels and next week we’ll do the same thing. We start Monday, we launch on Thursday, post-mortem on Friday, then we start over again the next week. So our goal right now, we are trying to roll out a new front end funnel every single week in this team. And it’s pretty exciting.

I’ll report more back to you guys. I just want to share with you because I’m getting excited just because we’re systemizing this. Like I said, for us so far it’s always been, I don’t know it’s the same thing every time, but we focus so much more on the art of it. So it’s like we recreate it from scratch every single time. This time we’re trying to figure out the process every single time, there’ll still be room for the art, which is changing things, tweaking things, calling audibles at the last minute and changing stuff, but for the most part having a systematic thing for each funnel that’s being pumped out.

So it’s fun and it’s exciting. I’m really, really enjoying the process, so I’ll keep sharing more with you guys. And who knows, I’ll probably at Funnel Hacking Live start sharing a lot of this part, the Trello process and how it ties into the funnel building and the traffic. It’s exciting. I don’t know how much, I don’t remember how much I told you guys, depending on when you’re jumping in and listening to this, but we basically took part of our company and broke it apart and it became, we started like an advertizing agency where Clickfunnels is the only client of this agency.

So there’s two halves, there’s the funnel building team and then there’s the traffic team. So that’s the other cool thing. Now the funnel building team got this funnel done and live and then they pass it off, and then the traffic team is now taking this, and there’s this whole process that goes on the back side with the traffic team. That’s the next fun piece we’re going to be figuring out and building out. So exciting.

Anyway, I’m excited. Like I said, we’ve obviously done a lot of stuff in the last few years, but now we’re building the processes and the people and all that kind of things in place. It’s going to be cool to continue to watch this thing grow.

Anyway, I’ll keep sharing with you guys. I just wanted to share a big one with you guys because it’s really fun and exciting. It was a good day, a good week. Alright guys, that’s all I got. I’m going to go to bed. I’ll finish packing in the morning. I always procrastinate until the last possible second. Alright, thanks everybody and we’ll talk to you guys soon. Bye.

Jan 9, 2018

During the simplification of our value ladder, we discovered some really cool stuff.

On this episode Russell talks about how his company has spent the last few weeks focusing on the value ladder and what they changed. Here are some awesome things you will hear in this episode:

  • Find out what some of the analytics and churn rate are for some of Russell’s current front end offers.
  • Find out where you should start on the value ladder if you are a beginner.
  • And Find out why you need to go to Funnel Hacking Live to get the real scoop on all of this stuff.

So listen here to find out how your front end funnels can affect churn on the back end.


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

Alright, alright you guys. I’m heading to the office, it’s a rainy day which is nice, it’s melting all the snow. Boise had a really calm winter this year. Last year we had snow-pololypse, where if you were watching Instagram and Snapchat back then you saw how we had, our kids had like ten days off of school because of snow days, we had raid Walmart for water and generators, it was insanely cool, and then nothing really happened that was that bad. This year, it’s just been a mild winter for us, so it’s kind of nice.

I wanted to share a couple of cool things because these are cool things that are happening that I just can’t not share. So hopefully you guys have heard me talk about concepts like funnel stacking, where it’s like, what’s your front end funnel and where’s that lead to the second funnel and where’s that go? And if you look at the big push that we’ve done over the last 60 days in our company, it’s to really focus on a defined value ladder and killing everything that doesn’t map to it.

In fact, we’ve shut down two multimillion dollar programs because they did not fit in the value ladder, which is kind of insane, but nevertheless we did, because that’s what we’re doing. Pure focus on, focus and respect for the value ladder. So people come in and there’s this process, so if you look at the way our value ladder is working now, there’s one big piece that I’m revealing at Funnel Hacking Live that I can’t reveal yet, it’s so cool though. It’s the key that glues this whole thing together, that ascends people through the process. It’s so cool. So cool. I’m doing a whole presentation on it at Funnel Hacking Live.

So if you don’t have your tickets yet, go to to get your tickets for the greatest event on planet earth. The greatest show on earth. You can call me P.T. Barnum if you want, this will literally be the greatest show on earth.

Anyway, if you look at our value ladder, it’s very defined. Front end offers that all lead then to one centralized middle offer, which then all lead to one centralized back end offer. And that’s it. And then my creativity gets to happen on a whole bunch of front end offers.

So we were doing some data and analytics and this is the coolest thing ever, one of the big things we’re trying to figure out in Clickfunnels, because it’s like, here’s the front end offers, middle is Clickfunnels and then the top is hiring coaching. It used to be Inner Circle for life, until we filled that up. So now we have a new program coming out soon that’s going to be kind of our back end coaching program.

Anyway, what was cool, we did a bunch of analytics, we went through and looked at all of our front end offers, I think we got half a dozen or so that are active, and then based on that, what was the retention rate of people in the second tier of the value ladder based on the frame that they came into our value ladder through, which was fascinating, so fascinating.

So check this out, if people, the first thing they bought from us was the 108 Split Tests book, and then from there they ascended into Clickfunnels, our churn rate on people that that was the front end offer they came through, is less than 3%, insanely cool. Now if you shift, if you go the Dotcom Secrets book, someone buys the Dotcom Secrets book and then creates a Clickfunnels account, the churn rate is like 5%, so it’s a little bit worse, but still pretty good. Then if you go to, what are the other ones….Expert Secrets has higher, I think Expert Secrets is like 9% churn rate. Perfect Webinar was like 7 or 8, I can’t remember off the top of my head.

If they just came to Clickfunnels homepage and watched the viral video it’s like almost 30%. So because of this data, you’ll see some big updates happening to Clickfunnels homepage. But it’s just interesting that like, the frame that they enter your value ladder in dramatically effects the retention rate of them through the rest of the value ladder. Isn’t that fascinating?

Obviously there’s, it’s not a perfect science because somebody who’s looking for split testing or who buys a split testing offer, just by default of what it is, is probably more likely to be further along in their career. They’re looking for split tests, it’s not something that a brand new beginner would typically look for. Whereas Expert Secrets is definitely a brand new beginner. Or the Gold Digger viral video is like, so beginner. So it’s not a perfect science obviously, because different front ends will track different segments of the market, different people, things like that, but it is fascinating just to know that.

What is the bait you’re putting out, what people does it grab, and then how do those people actually stick long term? It’s fascinating, fascinating, fascinating. So anyway, it’s made me think about a lot more of new front end offers. What’s the bait we’re going to create? And really choreographing the offers to get your dream, the best possible customers to raise their hand and walk over to you.

Anyway, it’s huge. I know I’ve done a lot of podcasts on this in the past because it was such a big epiphany for me 5 years ago. When we switched our bait, we switched our customers, which switched everything else.

Anyway, hopefully that helps you guys. I’m thinking through that, simplification of your value ladder, making sure that you’ve got multiple front ends that lead to one middle tier, which typically is webinar, which then leads to one high ticket, which is typically a phone sale or something like that.

And if you’re just starting your business, start with the middle tier with the webinar, and focus all your effort and energy on that until you made at least a million dollars in sales, about that time your webinar landing page and ads and things will start to see ad fatigue and that’s when you start launching new front end offers. You don’t have to go, this is a big misconception with value ladders, that you have ot have a front end, then from there you have to go do a webinar, and from there you have to send people up.

And it’s not necessarily the case, in fact, if you look at the selling mechanism at each rung of the value ladder, it is its own value ladder in and of itself. Free plus shipping I don’t have to have a huge value ladder because it’s like, “This is a really good product, pay me $7 or whatever and I’ll give it to you.” Because the barrier is low, the perceived value is going to be a bit high, right.

On a webinar someone’s spending 90 minutes with me on a webinar. That 90 minutes I am taking them through a value ladder, or I’m giving them tons of value in that thing. So because of that, I can go directly to a webinar and have success even if it’s a cold prospect, because I have that 90 minute window to spend with them, that’s warming them up, that’s descending them up through the value ladder.

Same thing if I get on the phone with somebody, I can on the phone build a lot of value in a shorter period of time. It’s harder to go directly to high ticket sales, but you definitely can do it. We’ve done it, we’ve seen a lot of other people do it. So that’s what I kind of want to….I love Dotcom Secrets book, but my one thing that people always gets stuck on, they hear the concept of the value ladder and they’re like, “cool.” And then they come back and be like, “Russell, here’s my value ladder.” And they have like 80 different rungs in this value ladder, just really complicating and complex. And then they’re trying to create all of them before they launch any of them and I’m like, “No, pick the one that’s going to be the best to begin with.”

I still think a webinar funnel is the best for almost every business you can think of, not every business, but almost every business a webinar is the best. What you sell it for, the profits are bigger, so it’s easier, you can make more mistakes and still have success because what you’re selling is more expensive, so it’s more forgiving.

So most people should start there and then focus. Just do that webinar until you make at least a million dollars, and then downgrade to different front ends when it starts hitting fatigue and then what happens, if someone buys the front end, and then you send them up through on a thank you page for your front end offer. We have what you call a thank you page webinar, which I haven’t taught about this yet. We’re testing it right now, the first one is actually going live today. But I will definitely talk about it at Funnel Hacking Live.

So it sends to a thank you page webinar, it sends to the next rung in the value ladder and moves through like that.

So anyway, so much cool stuff. I wish we could spend hours and days together, and we will at Funnel Hacking Live. So if you’re there please come, we’ll hang out and we’ll geek out on this stuff together. But hopefully this gives you guys some insight on value ladder. Again, it has been, become our major focus since this last group of Inner Circle meetings. And it will continue to be throughout this year. Simplification and mastery of the value ladder. That is the goal.

Alright guys, love you all, appreciate you. Thanks so much for everything and we’ll talk to you all soon. Bye.

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